JL19PG131 Samarth Sanal CB.docx - Name: Samarth Sanal Roll...

Name: Samarth Sanal
Roll No: JL19PG131
Section: B
Faculty: Prof Anubhav Mishra
Subject: Consumer Behavior
Assignment: Final Assignment on Qualitative Research

Research Problem
What factors lead to sudden increase in the sales of Royal Enfield in India & What are the
features that attracts the customers in purchasing Royal Enfield bikes in India?
Summary:
Royal Enfield was a England based company and it first started it’s business by
manufacturing cycles and after suffering losses it entered in the segment of manufacturing
motorcycles. It became popular when it received contracts for supplying motorcycles in
different countries in the times of World War 1 & 2.
Royal Enfield entered in Indian market in 1949 and it received the orders from the
government to supply motorcycles for the Army and Police Personnel. Later Royal Enfield
started suffering losses all over the world and then it ventured with the Madras Motors in
India giving birth to Royal Enfield India. After suffering huge losses globally and even in
India all the plants were shut down but still plant in India was operating with losses.
Royal Enfield merged with the Eicher Motors and it made the Royal Enfield an Indian Brand.
Eicher was performing well in Truck business but Enfield was not doing well. Now the
question is what factors resulted in sudden increase in the sales of Royal Enfield and why
most of the people in India aim to purchase Royal Enfield bikes?
Research Methods :
For conducting the Qualitative research on my above research problem the following
following methods I would be using:
1. Focus Groups
2. One-on-one interview
3. Secondary data & facts
Sample :
1. Focus Groups:

 In case of this research method my sample would be consisting of people under the
Age Group of 20-50 because this group is having the mixture of both youngster and
the Mssid Age people and it’s seen that Royal Enfield is quite popular under this Age
Group.
 In case of Occupation then it would be open for both the service and business class
because we see both the groups are involved in the purchase of Royal Enfield bikes.
 Gender: Open for both Males & Females because now there is a sort of trend after the
launch of Thunder Bird and I see females attracted towards Royal Enfield Bikes.
2.
One-on-one interview : In this I would be taking the interviews of different people
according to the needs as mentioned below
 In this I would be mainly focussing on the people who are already the use of Royal
Enfield Bike or People who have a desire to purchase.