A Study on the Choice Criteria of Royal Enfield Motorbikes in Ranchi City, Jharkhand

Nisha Kerketta

Abstract


The study was carried out to identify customer preferences towards the Royal Enfield brand of motorcycles in a restricted geographical location, Ranchi city. It studied the needs and wants of the customers and their expectations from the brand. The study also analysed customer preferences and service satisfaction levels of existing customers. The study not only investigated service factors which influence customers purchase decisions, but also identified customer expectations. For this study, 150 customers were selected, and their responses recorded via questionnaires. It was found that most customers choose a Royal Enfield vehicle because of the availability of spare parts, and vehicular features like appearance, design, engine quality etc.


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References


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