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Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield Thunder Bird bike2010-11

1.1

INTRODUCTION OF THE STUDY:

The first Engine powered vehicle was produced by the inventers was produced by the inventers in 17th and 18th centuries. The entry of 100 cc two wheeler in the Indian market took place during the year 84-85. It took the auto industry by storm and has come a long way. Since then it was a dream come true for the middle class as non they could afford and own their own vehicles and they also gain better mileage than the already existing two wheelers. The two wheelers industry enjoys at present an unprecedented boom. The current place in the country being fairly high represents a quantum leap in technology & production. Around 2.5 million motorized two wheelers are being turned out annually. In addition the industry proved of a production potential of nearly 4 million units a year. The people who could not afford more expensive vehicles also took these two wheelers as a status symbol. These two wheelers were also easily affordable & maintenance was also not very high. It was a bike for the middle class and also for the students & the younger people as it gained their image a boost.

The Oxford college of Business Management.

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Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield Thunder Bird bike2010-11

1.2HISTORY In 1893, the Enfield Manufacturing Company Ltd was registered to manufacture bicycles. By 1899, Enfield were producing quadricycles with De Dion engines and experimenting with a heavy bicycle frame fitted with a Minerva engine clamped to the front downtube. In 1912, the Royal Enfield Model 180 sidecar combination was introduced with a 770 cc V-twin JAP engine which was raced successfully in the Isle of Man TT and at Brooklands In 1911, prior to the outbreak of the First World War in 1914, Enfield added the word "Royal" to its name. They supplied large numbers of motorcycles to the British War Department and also won a motorcycle contract for the Imperial Russian Government. Enfield used its own 225 cc two-stroke single and 425 cc Vtwin engines. They also produced an 8 hp motorcycle sidecar model fitted with a Vickers machine gun. In 1921, Enfield developed a new 976 cc twin, and in 1924 launched the first Enfield four-stroke 350 cc single using a JAP engine. In 1928, Royal Enfield began using the bulbous 'saddle' tanks and centre-spring girder front forks, one of the first companies to do so. Even though it was trading at a loss in the depression years of the 1930s, the company was able to rely on reserves to keep going. In 1931, Albert Eddie, one of the founders of the company, died and his partner R.W. Smith died soon afterwards in 1933.[2] During World War II, The Enfield Cycle Company was called upon by the British authorities to develop and manufacture military motorcycles. The models produced for the military were the WD/C 350 cc sidevalve, WD/CO 350 cc OHV, WD/D 250 cc SV, WD/G 350 cc OHV and WD/L 570 cc SV. One of the most well-known Enfields was the Royal Enfield WD/RE, known as the Flying Flea, a lightweight 125 cc motorcycle designed to be dropped by parachute with airborne troops. In order to establish a facility not vulnerable to the wartime bombing of the Midlands, an underground factory was set up, starting in 1942, in a disused "Bath Stone" quarry at Westwood, near Bradford-on-Avon, Wiltshire. Many staff were The Oxford college of Business Management.Page 2

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield Thunder Bird bike2010-11

transferred from Redditch and an estate of "prefabs" was built in Westwood to house them. As well motorcycle manufacture, it built other equipment for the war effort such as mechanical "predictors" for anti-aircraft gunnery: the manufacture of such high precision equipment was helped by the constant temperature underground. After the war the factory continued, concentrating on engine manufacture and high precision machining. After production of Royal Enfield motorcycles ceased, the precision engineering activities continued until the final demise of the company.

Postwar Model G and Model J and ex-military C and CO (19461954) Postwar, Royal Enfield resumed production of the single cylinder ohv 350cc model G and 500cc Model J, with rigid rear frame and telescopic front forks. These were rideto-work basic models, in a world hungry for transport. A large number of factory reconditioned ex-military sv Model C and ohv Model CO singles were also offered for sale, as they were sold off as surplus by various military services. Springframe Bullets 350cc 1949-1970 In 1948, a groundbreaking development in the form of rear suspension springing was developed, initially for competition model "trials" models (modern enduro type machines), but this was soon offered on the roadgoing Model Bullet 350cc, a single cylinder ohv. This was a very popular seller, offering a comfortable ride. A 500cc version appeared shortly after. A later 1950s version of the Bullet manufacturing rights and jigs, dies and tools was sold to India for manufacture there, and where developed versions continue to this day 500 Twins, Meteors, Super Meteors and Constellations 1949-1963 In 1949, Royal Enfields version of the now popular selling parallel twins appeared. This 500cc version was the forerunner of a range of Royal Enfield Meteors, 600cc Super Meteors and 700cc Constellations. Offering good performance at modest cost, these sold widely, if somewhat quietly in reputation. The 700cc Royal Enfield Constellation Twin has been described as the first superbike.

The Oxford college of Business Management.

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Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield Thunder Bird bike2010-11

in the late 1950s and early 1960s, Royal Enfield produced a number of 250 cc machines. The biggest-selling of these was the Royal Enfield Crusader, a 248 cc pushrod OHV single producing 18 bhp (13 kW). In 1965, a 21 bhp (16 kW) variant called the GT Continental, with GRP tank, five-speed gearbox (which was also an option on the Crusader), clip-on handlebars and rearset footrests, was launched. It sold well with its "cafe racer" looks. Other variants were the 250 "Turbo Twin", fitted with the Villiers 247 twin two-stroke engine. An oddity was the 250 Super 5, mainly notable for its use of leading -link front suspension (all the other 250 models had conventional telescopic forks). first Superbike During the onslaught of the better engineered Japanese motorcycle manufacturers in the late sixties and early seventies, the English factories made a final attempt with the 19621968 series I and Series II. Made largely for the US market, it sported lots of chrome and strong performance, completing the quarter mile in less than 13 seconds at speeds well above 175 km/h (105 mph). t became very popular in the US, but the classic mistake of not being able to supply this demand added to the demise of this last English-made Royal Enfield. The Redditch factory ceased production in 1967 and the Bradford-on-Avon factory closed in 1970, which meant the end of the British Royal Enfield. After the factory closed a little over two hundred Series II Interceptor engines were stranded at the dock in 1970. These engines had been on their way to Floyd Clymer in the US, who unfortunately had just died. His export agents, Mitchell's of Birmingham, were left to dispose of them. They approached the Rickman brothers for a frame. The main problem of the Rickman brothers had always been engine supplies, so a limited run of Rickman Interceptors were promptly built. As far as the motorcycle brand goes, though, it would appear that Royal Enfield is the only motorcycle brand to span three centuries, and still going, with continuous production. A few of the original Redditch factory buildings remain (2009) and are part of the Enfield Industrial Estate. Enfield Indians From 1955 to 1959, Royal Enfields were painted red, and marketed in the USA as Indian Motorcycles by the Brockhouse Corporation, who had control of the Indian Sales Corporation (and therefore Indian Motorcycles) and had stopped manufacturing The Oxford college of Business Management.Page 4

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield Thunder Bird bike2010-11

all American Indians in the Springfield factory in 1953. But Americans were not impressed by the badge engineeringand the marketing agreement ended in 1960, and from 1961, Royal Enfields were available in the US Enfield India (1949present) Royal Enfield motorcycles had been sold in India from 1949. In 1955, the Indian government looked for a suitable motorcycle for its police and army, for use patrolling the country's border. The Bullet was chosen as the most suitable bike for the job. The Indian government ordered 800 350 cc model Bullets, an enormous order for the time.[12] In 1955, the Redditch company partnered Madras Motors in India in forming 'Enfield India' to assemble, under licence, the 350 cc Royal Enfield Bullet motorcycle in Madras (now called Chennai). Under Indian law, Madras Motors owned the majority (over 50%) of shares in the company. In 1957 tooling equipment was sold to Enfield India so that they could manufacture components. Royal Enfield India is still manufacturing in India and is being sold in India and is also being exported to Europe as well as America and Australia. Recently Royal Enfield has undergone a major retooling specially in the engine department with introduction of twin spark unit construction engine on all its models with EFI available on their flagship 500cc model. This retooling has sparked such an interest in these bikes that they have started double shifts at the plants.