A STUDY ON CONSUMER PREFERENCE AND ATTITUDE TOWARDS ROYAL ENFIELD IN COIMBATORE CITY

The automobile industry plays a crucial role in economic development, with the two-wheeler segment witnessing significant growth in India. Among various brands, Royal Enfield stands out due to its legacy, rugged design, and strong consumer base. This study aims to analyze consumer preferences and attitudes towards Royal Enfield motorcycles in Coimbatore, focusing on factors such as brand perception, customer satisfaction, and purchase behavior. The study employs a descriptive research design, utilizing a structured questionnaire to collect primary data from 100 respondents. Statistical tools such as Chi-square tests, Likert scales, and Garrett ranking methods are used to interpret consumer preferences. The findings indicate strong brand loyalty driven by design and riding comfort, but concerns regarding fuel efficiency, spare part availability, and service costs persist. Addressing these issues can enhance overall customer satisfaction and brand positioning.