A Survey on Customer Preference for Bike Brands

Author Name: Arslan Khan
Roll No: 021331025746

 

1. Introduction

The Indian two-wheeler industry has experienced significant growth due to rising disposable income, urbanization, and increasing demand for personal mobility. Bike brands such as Royal Enfield, Triumph, Honda, and KTM have established strong market positions by offering differentiated products in terms of performance, design, pricing, and brand image.
Customer preference and satisfaction play a crucial role in determining brand loyalty and long-term success in the competitive motorcycle market.

This study aims to analyze whether customers perceive any significant difference in satisfaction levels among selected bike brands based on their ratings. A one-way ANOVA technique is applied to examine variations in customer preference.

 

2. Objectives of the Study

  • To analyze customer ratings of selected bike brands
  • To compare the average customer satisfaction ratings of Royal Enfield, Triumph, Honda, and KTM
  • To examine whether there is a statistically significant difference in customer preference using one-way ANOVA

 

3. Literature Review

The two-wheeler industry is highly competitive, with brands focusing on engine performance, fuel efficiency, design, pricing, and after-sales service to attract customers. Recent studies indicate that customer preference in bike brands is influenced by factors such as brand reputation, riding comfort, maintenance cost, resale value, and technological features.

According to Malhotra (2019), comparative studies using statistical tools like ANOVA help identify whether differences in customer perception are statistically meaningful. This study contributes by comparing customer satisfaction levels across four prominent bike brands using primary survey data and one-way ANOVA analysis.

 

4. Data Collection

The study is based on primary data collected through a structured questionnaire. Respondents were asked to rate bike brands on a scale of 1 to 10, where higher scores indicate higher satisfaction.

 

4.1 Sample Design

  • Sample Size: 168 respondents
  • Brands Studied:
    1. Royal Enfield
    2. Triumph
    3. Honda
    4. KTM
  • Responses per Brand: 42

 

5. Statistical Tool Used

A One-Way Analysis of Variance (ANOVA) was used to compare the mean customer ratings of the four bike brands.

 

6. Hypotheses

Null Hypothesis (H₀):
There is no significant difference in the mean customer satisfaction ratings of Royal Enfield, Triumph, Honda, and KTM.

Alternative Hypothesis (H₁):
There is a significant difference in the mean customer satisfaction ratings of at least one bike brand.

 

7. Data Analysis and Results

7.1 Summary Statistics

Anova: Single Factor

        
         

SUMMARY

        

Groups

Count

Sum

Average

Variance

Column 1

42

192

4.571

6.006

Column 2

42

202

4.809

7.962

Column 3

42

236

5.619

7.948

Column 4

42

214

5.095

9.210

 

7.2 ANOVA: Single Factor

ANOVA

 

 

 

 

 

 

Source of Variation

SS

df

MS

F

P-value

F crit

Between Groups

25.619

3

8.539

1.097

0.351

2.659

Within Groups

1276.286

164

7.782

 

 

 

 

 

 

 

 

 

 

Total

1301.905

167

 

 

 

 

 

8. Interpretation of Results

  • The calculated F-value = 1.0973
  • The P-value = 0.3519, which is greater than the significance level of 0.05
  • Since the P-value is greater than 0.05, the null hypothesis is accepted

This indicates that there is no statistically significant difference in customer satisfaction levels among Royal Enfield, Triumph, Honda, and KTM.

 

9. Conclusion

The study concludes that customers perceive similar levels of satisfaction across Royal Enfield, Triumph, Honda, and KTM. Although there are slight variations in average ratings, these differences are not statistically significant.

This suggests a highly competitive bike market, where major brands offer comparable value in terms of quality, performance, and overall customer experience. Future research may include additional variables such as price sensitivity, mileage, after-sales service, brand loyalty, and demographic factors to gain deeper insights into customer preference.

 

10. References (Recent)

  • Malhotra, N. K. (2019). Marketing Research: An Applied Orientation. Pearson Education.
  • Kotler, P., & Keller, K. L. (2021). Marketing Management. Pearson Education.
  • Kothari, C. R., & Garg, G. (2019). Research Methodology: Methods and Techniques. New Age International Publishers.

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