A STUDY ON CONSUMER PREFERENCE TOWARDS ROYAL ENFIELD IN GUDALUR TALUK

Author Name: Dr. A. Jaganathan

Volume/Issue: 01/12

Country: India

DOI NO.: 08.2020-25662434 DOI Link: http://www.doi-ds.org/doilink/05.2021-52177357/UIJIR

Affiliation:

1.  Head, Dept. of Business Administration with CA, Government Arts & Science College, Gudalur, The Nilgiris, Tamil Nadu, India

ABSTRACT

The automotive industry in India is one of the largest in the world and one of the fastest growing globally. India manufactures over 18 million vehicles (including 2 wheeled and 4 wheeled) and exports more than 2.3 million every year. It is the world’s second largest manufacturer of motorcycles; there are eight key players in the Indian markets that produced 13.8 million units in 2017-18. The Indian two wheeler industry has come a long way since its humble beginning in 1948 when Bajaj Auto started importing and selling Vespa scooters in India. Since then, the customer preferences have changed in favor of motorcycles and gearless scooters that score higher on technology, fuel economy and aesthetic appeal, at the expenses of metal-bodied geared scooters and mopeds. These changes in customer preferences have had an impact on the fortunes of the players. The erstwhile leaders have either perished or have significantly lost market share, whereas new leaders emerged.

Key words: Automotive, Customer, Preference, Satisfaction.