An Empirical Study on Factors Influencing Customer Purchase Decisions of Royal Enfield Motorcycles in Legend Motors, Chennai

Abstract

Customer satisfaction plays a crucial role in determining the success and sustainability of  any organization in a competitive market. This study focuses on analyzing the satisfaction level of customers towards Royal Enfield motorcycles in Chennai. The research examines factors influencing purchase decisions, customer preferences, and satisfaction levels. A structured questionnaire was used to collect primary data from 200 respondents. Statistical tools such as percentage analysis, chi-square test, and ANOVA were applied. The findings reveal that brand image, vehicle weight, and performance significantly influence customer preference, while most users express satisfaction with mileage and overall performance. The study suggests improvements in mileage and product innovation to enhance customer satisfaction.