WINTER INTERNSHIP PROJECT REPORT

ON
CUSTOMER SATISFACTION TOWARDS MAHINDRA TWO
WHEELERS

SUBMITTED TO
KANPUR INSTITUTE OF MANAGEMENT STUDIES
(AFFILIATED TO UTTER PRADESH TECHNICAL UNIVERSITY,
LUCKNOW)

IN PARTIAL FULLFILLMENT OF THE REQUIREMENTS FOR

THE AWARD OF THE DEGREE
MASTER OF BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF

MS. RANO CHAUBEY

(Assistant professor)
SUBMITTED BY:
(SHIV KUMAR)

ROLL NUMBER-1471470161
MBA/ BATCH _2015-2016
ON DATE
1

CERTIFICATE

This is to certify that Mr. SHIV KUMAR, Roll number 1471470161, a student of MBA in
Kanpur Institute of Management Studies, has carried out the winter Training Project work
presented

in

this

report

titled

AN

ANALYTICAL

STUDY

OF

CUSTOMER

SATISFACTION TOWARDS MAHINDRA TWO WHEELERS for the award of MASTER

OF BUSINESS ADMINISTRATION for the academic batch 2014-2016 under my guidance.

NAME OF PROJECT GUIDE:

MS. RANO CHAUBEY

(Assistant Professor)

H.O.D.
MR. ANKUR JAUHARI
Kanpur Institute of Management Studies
Unnao.
Date:

DECLARATION

I, (SHIV KUMAR), hereby declare that the project work entitled an analytical study of
customer satisfaction towards Mahindra two wheelers submitted towards MBA Certificate
is my original work and the dissertation has not formed the basis for award of any degree,
associate ship, fellowship or any similar title to the best of my knowledge.

Place:

(SHIV KUMAR)

Date:

Roll No.1471470161

ACKNOWLEDGEMENT

I have lots of word to express my gratitude to Mahindra motors authorized dealer: Mahindra
two wheelers Ltd. For providing me a valuable chance to undergo my summer training in their
prestigious organization. I would like to thank Mr. Om Kant Payday manager Mahindra
motors authorized dealer: Mahindra two wheelers Ltd. for their cooperation and needed
guidance in the successful accomplishment of this project. It would be great privilege to express
my sincere and deep sense of gratitude to MS. RANO CHAUBEY
(Assistant Professor) whose inspiring guidance, pain taking efforts and untiring supervision, I
went through the training and project.
I wish to record my sincerer regarded to my course Director Dr. P.N BAJPAI and all my faculty
members who built a concrete platform for me before sending me for the training so that I would
stand firmly in all aspects.

At last but not the last, I feel indebted to my parents, colleagues for giving me the time, support
and inspiration to accomplish this work.

PREFACE

M.B.A program is one of the most reputed professional courses in the field to Management. This
course includes both theory and its implications as its concepts of curriculum. Summer training
is an integral part of the Master of Business.
Administration (MBA) at KANPUR INSTITUTE OF MANAGEMENT STUDIES
SINGHRAUSI UNNAO
Each student is requires to undergo practical training in an industrial organization for a period of
6 to 8 weeks. The purpose of this training is to expose the student to practical fronts.
I was fortunate enough to have the opportunity to undergo training at MAHINDRA MOTORS
AUTHORISED DEALER: MAHINDRA TWO WHEELERS LTD
, KANPUR. As complementary to training; every student has to prepare and submit a report on
the working of organization as well as the project work conducted by the student during the
period .This report is in continuation of that tradition.
It is an attempt to present the report on account of little practical knowledge observed and
gathered during the training period.

TABLE OF CONTENT:
S.NO
1.

Description
MAHINDRA Motorcycle Global History

Page no.
6-12

2.

MAHINDRA Motorcycle India History

Company profile

12-14

3.

Industrial relations

15-24

4.

Product of MAHINDRA Motorcycle

24-26

5.

Demonstration of MAHINDRA product

27-31

6.

Major Competitors

31-35

7.

Customer satisfaction

36-41

8.

Board of director of the company

42-45

9.

Objective of the study

46

10.

Scope of the study

46-47

11.

Mission of MAHINDRA

47-51

12.

Foreign direct investment

52-53

13.

Research and development

52-53

14.

Consumer behaviour

54-58

15.

Consumer reviews

59

16.

Marketing research

60-63

17.

Research design

63-64

18.

Swot analysis

65

19.

Retail

67-70

20.

Research Methodology

71-74

21.
22.

Finding and recommendations

Data analysis and interpretation

75-76
76-79

23.

Service

78-86

24.

Conclusion

96

25.
26.

Bibliography
Appendix (Questionnaire)

History of Mahindra Motors

6

97
98-100

Mahindra Motors Industries

M

n
e

T
r

Mahindra Two Wheelers

Type

Private

Traded as

BSE: 500520

Industry

Automotive

Headquarters Pune, India

Area served
Products

Website

Worldwide
Scooters, Motorcycles

mahindra2wheelers.com

MAHINDRA MOTORS
AUTHORISED DEALER: MAHINDRA TWO WHEELERS LTD

is an Indian conglomerate holding headquartered in Mumbai, Maharashtra, India. The company

operates in five major segments: exploration and production, refining and marketing,
petrochemicals, retail and telecommunications.
M Motors is the second-largest publicly traded company in India by market capitalization and is
the second largest company in India by revenue after the state-run Corporation. The company is
ranked No. 99 on the Fortune Global 500 list of the world's biggest corporations, as of 2013. M
Motors contributes approximately 14% of India's total exports.

History
Mahindra Two Wheelers Limited (MTWL) is a group venture owned by Mahindra &
Mahindra Limited(M&M) which manufactures scooters and motorcycles. Mahindra Two
Wheelers Limited was founded in 2008, when Mahindra & Mahindra Limited acquired the
business assets of Kinetic Motor Company Limited MTWL has partnered with Taiwan's Anyang
Industry Company(SYM) to help develop its scooter portfolio, and with Italy-based Engines
Engineering for research and product design.
Contents

2 Products

3 Awards

4Refereces

5 External Links

Facilities
The company has a manufacturing facility at Pithampur, near Indore in Madhya Pradesh.
Mahindra Two Wheelers Limited has a Research and Development unit located at Chinchwad.
Pune, equipped with necessary design and development facilities right from renderings to
prototype manufacture and testing. It has invested 100 crore (US$15 million) to make it
functional.
The company has a 200 strong vendor network spread across the nation with more than 300
dealers creating 700 touch points.

Products
Mahindra Two Wheelers currently has 5 scooters:

Duro DZ

Flyte

Kine

Gusto

Rodeo UZO (2014)

Rodeo UZ (2012)

Centuro

Mojo300cc

Mahindra Group, is foraying into the 110cc scooter segment with Gutso. Mahindra Two
Wheelers sells 13,445 units during December 2014 indtoday.com
Awards

Mahindra Duro was declared the Scooter of the Year at the annual NDTV Car & Bike
Awards in 2010
9

Mahindra Rodeo won the Gulf Monsoon Scooter Rally in its first year of participation

Mahindra Rodeo won the Best Website Award - Automotive at Campaign Indias Digital
Media Awards.

Mahindra Rodeo won Gulf Dirt Track National Championship.

MAHINDRA MOTORCYCLES INDIA HISTORY

MAHINDRA Motorcycle India Pvt, Ltd. Engges in manufacturing two wheelers. The
companys products include motorcycle and scooters. It offers its products through a
network of dealers. The company motorcycle india Pvt, Ltd. Operates as the subsidiary of

MAHINDRA motor corp.

MAHINDRA motor corporation (SMC), a global giant of motorcycle manufacturing is
headquartered in Japan. It holds major stake in its Indian subsidiary, MAHINDRA
motorcycle India Privat Limited (SMIL). SMIL was set up after Suzukis re-entry into the
Indian two-wheeler market after it severed ties with partner TVS in 2000-01.
MAHINDRA was then the technology provider in the erstwhile joint venture TVS

MAHINDRA.
MAHINDRA motorcycle India Pvt Ltd (SMIPL) is the largest entry into the already
crowded Indian two-wheeler segment with players like Hero Honda, Bajaj Auto, Honda,
and TVS. SMIPL have started their Indian operations with a 125-cc mass market
motorcycle. It has made an initial investment of Rs. 200 crores to start their Indian

operations.
Company sources have revealed that MAHINDRA would follow up this 125cc bike with
a high performance 150-cc sibling sometime next year. And for the budget segment,
another100cc bike is expected in the frist quarter of 2006. Mass market is the initial aim

with plans to entyer all the segments rapidly. They have their facilities locted in Gurgaon.
MAHINDRA had launched bike by diwali, which is the auspicious time for buying a bew
vehicle in Indian families. Their setup in Gurgaon has the capabilities of manufacturing
one lakh motorcycle and they are ready to step that up massively if the situation arises.
They already have setup 40 dealership around the country stations to provide serc=vice

stations to provide services to the customers.

The parent company happens to be one of the largest manufactures of two wheelers in the
world with more than 20 lakh bikes sold per annum. They are popular for their range of

10

high performance road machines, lightweight super bikes, dirt bikes, steet bikes, and
motocross and fun bikes globally.In 1909, Michio MAHINDRA (18871982) founded
the MAHINDRA Loom Works in the small seacoast village of Hamamatsu,

Japan. Business boomed as MAHINDRA built weaving looms for Japan's giant silk
industry.In 1929, Michio MAHINDRA

invented a new type of weaving machine, which was exported overseas. The company's
first 30 years focused on the development and production of these machines.

Despite the success of his looms, MAHINDRA believed that his company would benefit
from diversification and he began to look at other products. Based on consumer demand,
he decided that building a small car would be the most

practical new venture. The project began in 1937, and within two years MAHINDRA had
completed several compact Prototype cars. These first MAHINDRA motor vehicles were
powered by a then-innovative, liquid-cooled, four-stroke,

four-cylinder engine. It had a cast aluminium crankcase and gearbox and generated 13
horsepower (9.7 kW) from a displacement of less than 800cc.

With the onset of World War II, production plans for MAHINDRA's new vehicles were
halted when the government declared civilian passenger cars a "non-essential
commodity." At the conclusion of the war, MAHINDRA went back to producing looms.
Loom production was given a boost when the U.S. government approved the shipping of
cotton to Japan. MAHINDRA's fortunes brightened as orders began to increase from
domestic textile manufacturers. But the joy was short-lived as the cotton market
collapsed in 1951.Faced with this colossal challenge, MAHINDRA's returned to the

production of motor vehicles. After the war, the Japanese had a great need for affordable,
reliable personal transportation. A number of firms began offering "clipon" gas-powered
engines that could be attached to the typical

Bicycle. MAHINDRA's first two-wheeled vehicle was a bicycle fitted with a motor
called, the "Power Free." Designed to be inexpensive and simple to build and maintain,

11

the 1952 Power Free had a 36 cc, one horsepower, two-stroke engine. The new doublesprocket gear system enabled the rider to either pedal with the engine assisting, pedal

without engine assist, or simply disconnect the pedals and run on engine power alone.
The patent office of the new democratic government granted MAHINDRA a financial
subsidy to continue research in motorcycle engineering.

By 1954, MAHINDRA was producing 6,000 motorcycles per month and had officially
changed its name to MAHINDRA Motor Co., Ltd. Following the success of its first
motorcycles, MAHINDRA created an even more successful automobile: the

1955 MAHINDRA sold with front-wheel drive, four-wheel independent suspension and
rack-and-pinion steering, which were not common on cars until three decades later.

Company Profile

Sector: Consumer Discretionary

Industry: Retail - Discretionary
Sub-Industry: Automotive Retailers
Mahindra Two Wheelers Ltd. manufactures automobiles. The Company produces two wheel
products such as motorcycles and scooters. Mahindra Two Wheelers markets to customers
throughout India.
Corporate Information
Address:

Mahindra Towers, Media Cube

G M Bhosale Marg, Worli
Mumbai, 400 018
India
Phone: 91-22-2490-1441 Fax:
Web url: www.mahindra.com

12

Mahindra Bolero
Mahindra Bolero is one of the most successful and popular utility vehicle of the M & M groups.
The car is robust in appearance and it has been elegantly designed keeping in mind the condition
of the Indian roads.
Mahindra Bolero is also amongthe best fuel efficient cars of India as the manufacturer has
equipped it wi th a 2500cc disel engine with 5. speed transmission.

Mahindra Scarpio
Mahindra and Mahindra limited launched Mahindra scarpio as its first spert utility vehicle in
India in 2002 this suv has redefined the expectation for the design of suv with its study looks
and power ful performance. The sophisticated interior design add to the further glory to the
appearance.

Mahindra Ingenio

13

Mahidra and Mahindra is planning to launch a new multi- purpose vehicle to take on the Toyota
Innovo and the and the chevrolet Tavera in both individual buyer and taxi segments.
Mahindra has currently named the project ingenious the vehicle is expected to hit the market in
2009.

Mahindra Renault Logan

much awaited Mahindra Renault Logan has been launched in India this compact sedan is a
spacious practical and affordable vehicle the outlook of Logan is impressive and the basic
version is value for money however top and versions is value for money however top and
versions are bit high on price the promised feature of this car is its Performance interior and
economy.

Mahindra XYLO
Mahindra and Mahindra limited launched their lasts multi utility vehicle Mu v XYLO In India on
January 13.2009 the car basis of heaving all the luxurious features that are seen in today sedans.
With the ample space of a utility vehicle XYLO musalor stance contributes to its commanding
road presence fully packed with the latest features the MU v is sure to impress Indian consumers
and pravide a stiff competition to the other vehicle with its c loss.

Performance of Mahindra XYLO

under the hood of Mahindra XYLO lies 14 Cylinder turbocharged m eagle diesel engine which
geereratews a power of 112 bhp @ 3800 rpm & a peak lorque of 24kgm@ 1800-3000rpm the
powerful engine developed on the nef CRD e platform and is mated 5 years manual
transmission, the car accelerate from rest to 60 kmh injust 5.8 seconds.
Mahindra & Mahindra was set up as a steel trading company in 1945 in Ludhiana as Mahindra &
Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed After
India gained independence and Pakistan was formed, Mohammed emigrated to Pakistan. The
company changed its name to Mahindra & Mahindra in 1948 It eventually saw business
opportunity in expanding into manufacturing and selling larger MUVs, starting with assembly
under licence of the Willis Jeep in India. Soon established as the Jeep manufacturers of India, the

14

company later commenced manufacturing light commercial vehicles (LCVs) and agricultural
tractors Today, Mahindra & Mahindra is a key player in the utility vehicle

Manufacturing and branding sectors in the Indian automobiles industry with its flagship
Mahindra XUV500 and uses Indias growing global market presence in both the automotive and
farming industries to push its products in other countries. Over the past few years, the company
has taken interest in new industries and in foreign markets. They entered the two wheeler
industry by taking over kinetic Motors in India. M&M also has controlling stake in REVA
Electric Car Company and acquired south Koreas Ssangyong Motor Company in 2011. In the
2010-11 M&M entered in micro Drip irrigation with the takeover of EPC Industries Ltd, Nasik.

Industrial relation

Since its founding in 1983, MAHINDRA motorcycle Udyog Limited experienced problems with
its labour force. The Indian labour it hired readily accepted Japanese work culture and the
modern manufacturing process. In 1997, there Was a change in ownership, and Maruti became
predominantly government controlled. Shortly thereafter, conflict between United Front
Government and MAHINDRA started. Labour unrest started under management of Indian
central Government. In 2000, a major industrial relations issue began and employees of Maruti
went on an indefinite strikedemanding among other things, major revisions to their wages,
incentives and pension.
Employees used slowdown in October 2000, to press a revision to their incentive-linked pay. In
parallel, after elections and a new central government led by NDA alliance, India pursued a
disinvestments policy. Along with many other government owned companies, the new
administration proposed to sell part of its stake in Maruti MAHINDRA in a public offering. The
worker's union opposed this sell-off plan on the grounds that the company will lose

15

a major business advantage of being subsidised by the Government, and the union has better
protection while the company remains in control of the government.The standoff between the
union and the management continued through 2001. The management refused union demands
citing increased competition and lower margins. The central government prevailed and privatized
Maruti in 2002. MAHINDRA became the majority owner of Maruti Udyog Limited. Manesar
violence On 18 July 2012, Maruti's Manesar plant was hit by violence as workers at one of its
auto factories attacked Supervisors and started a fire that killed a company official and injured
100 managers, including two Japanese Expatriates. The violent mob also injured nine policemen
The company's General Manager of Human Resources had both arms and legs broken by his
attackers, unable to leave the building that was set ablaze, and was
Charred to death. The incident is the worst-ever for MAHINDRA since the company began
operations in India in 1983.
]

Since April 2012, the Manesar union had demanded a three-fold increase in basic salary, a

monthly conveyance allowance of 10,000, a laundry allowance of 3,000, a gift with every new
car launch, and a house for every worker who wants one or cheaper home loans for those who
want to build their own houses.Initial reports claimed
wage dispute and a union spokesman alleged the incident may be caste-related According to the
Maruti MAHINDRA Workers Union a supervisor had abused and made discriminatory
comments to a low-caste worker. These claims were denied by the company and the police The
supervisor alleged was found to belong to a tribal heritage and outside of Hindu caste system;
further, the numerous workers involved in violence were not affiliated with caste
either. Maruti said the unrest began, not over wage discussions, but after the workers' union
demanded the reinstatement of a worker who had been suspended for beating a supervisor.[32] The
workers claim harsh working conditions and extensive hiring of low-paid contract workers which
are paid about $126 a month, about half the
minimum wage of permanent employees Maruti employees currently earn allowances in
addition to their base wage Company executives denied harsh conditions and claim they hired
entry-level workers on contracts and made them permanent as they gained experience. It was
also claimed that bouncers were deployed by the

16

company.India Today claimed that its interviews of witnesses present at the plant confirms the
dispute was over the suspended worker. The management insisted that they must wait for
completion of inquiry underway before they
can take any action on the employee suspended for beating up his supervisor. The management
was then told, "will be beaten up after we get a signal." Thereafter, the workers broke up into
groups, went on to set the shop floor as well as all offices afire. They searched for management
officials and proceeded with a beating of the officials at the site with iron rods.
The police, in its First Information Report (FIR), claimed on 21 July that Manesar violence may
be the result of a planned violence by a section of workers and union leaders. The report claimed
the worker's action was recorded on close circuit cameras installed within the company premises.
The workers took several managers and high ranked management officials hostage. The
responsible Special Investigative Team official claimed, "some union leaders
may be aware of the facts, so they burnt down the main servers and more than 700
computers."The recorded CCTV footage has been used to determine the sequence of events and
people involved. Per the FIR, police have arrested 91 people and are searching for 55 additional
accused Maruti MAHINDRA in its statement on the unrest, announced that all work at the
Manesar plant has been suspended indefinitely. A MAHINDRA spokesman said Manesar
violence won't affect the auto maker's business plans for IndiaThe shut down of Manesar plant is
leading to a loss of about Rs 75 croreper day.On 21 July 2012, citing safety concerns, the
company announced a lockout under The Industrial Disputes Act, 1947 pending results
of an inquiry the company has requested of the Haryana government into the causes of
thedisorder. Under the provisions of The Industrial Disputes Act for wages, the report claimed,
employees are expected to be paid for duration of the lockout On 26 July 2012, Maruti
announced employees would not be paid for the period of lock-out in accordance with Indian
labour laws. The company further announced that it will stop using contract by March 2013. The
report claimed the salary difference between contract workers and permanent workers has been
much smaller than initial media reports - the contract worker at Maruti received about 11,500
per month, while a permanent worker received about 12,500 a month at start, which increased in
three years to 1,000-22,000 per month In a separate report, a contractor who was providing

17

contract employees to Maruti claimed the company gave its contract employees the best wage,
allowances and benefits package in the region. Shinzo Nakanishi, managing director and chief
executive of Maruti MAHINDRA India, said this kind of violence never happened in
MAHINDRA Motor Corp's entire global operations spread across Hungary, Indonesia, Spain,
Pakistan,Thailand, Malaysia, China and the Philippines. Mr. Nakanishi went to each victim
apologising for the miseries inflicted on them by fellow workers, and in press interview
requested the central and Haryana state governments to help stop such ghastly violence by
legislating decisive rules to restore corporate confidence amid emergence of this
new 'militant workforce' in Indian factories. He announced, "we are going to de-recognise Maruti
MAHINDRA Workers Union and dismiss all workers named in connection with the incident.
We will not compromise at all in such instances of barbaric, unprovoked violence." He also
announced Maruti plans to continue manufacturing in Manesar, that Gujarat was an expansion
opportunity and not an alternative to Manesar.Labour disputes are endemic in the auto industry
of India and have affected other manufacturers. India has strict labour laws, but their application
is widely sidestepped by hiring low-wage contract workers Manesar violence
adds to India's recent incidents of labour disputes turning to violence. Analysts claim recent
incidents like Mansur violence suggest a need for urgent reform of archaic Indian labour laws,
the rigid rules on hiring and layoffs, which harm the formal sector and discourage investment in
India. Government mandated procedures for labour dispute resolution are currently very slow,
with tens of thousands of cases pending for years. The
government of India is being asked to recognise that incidents such as Manesar violence indicate
a structural sickness which must be solved nationally.
A Origin and Development of the Industry:
The automotive industry designs, develops, manufactures, markets, and sells motor vehicles, and
is one of the world's most important economic by revenue. The term automotive industry usually
does not include industries dedicated to automobiles after delivery to the customer, such as repair
shops and motor fuel filling stations.
The first practical automobile with a petrol engine was built by Karl Benz in 1885 in Mannheim,
Germany. Benz was granted a patent for his automobile on 29 January 1886, and began the first
18

production of automobiles in 1888, after Bertha Benz, his wife, had proved with the first longdistance trip in August 1888 (from Mannheim to Pforzheim and back) that the horseless coach
was absolutely suitable for daily use. Since 2008 a Bertha Benz Memorial Route commemorates
this event.Soon after, Gottlieb Daimler and Wilhelm Maybach in Stuttgart in 1889 designed a
vehicle from scratch to be an automobile, rather than ahorse-drawn carriage fitted with an
engine.

They

also

are

usually

credited

as

inventors

of

the

first motorcycle,

the Daimler Reitwagen, in 1885, but Italy's Enrico Bernardi, of the University of Padua, in 1882,
patented a 0.024 horsepower (17.9 W) 122 cc (7.4 cu in) one-cylinder petrol motor, fitting it into
his son's tricycle, making it at least a candidate for the first automobile, and first
motorcycle;. Bernardi enlarged the tricycle in 1892 to carry two adults.
Until 2005, the U.S.A. was leading the world in total automobile production. In 1929 before the
Great Depression, the world had 32,028,500 automobiles in use, and the US automobile industry
produced over 90% of the automobiles in the world, ie 28,551,500. And over one half the cars in
foreign lands were of U.S. make. At that time the U.S. had one car per 4.87 persons. In 2006,
Japan narrowly passed the U.S. in production and held this rank until 2008. In 2009, China took
the top spot with 13.78 million units produced. With 18.3 million units produced 2010, China
produced nearly twice the amount of second place Japan (9.6 million units), the U.S. trailed in
place 3 with 7.8 million units.
b. Growth and present status of the industry:
Automobile is one of the largest industries in global market. Being the leader in product and
process technologies in the manufacturing sector, it has been recognised as one of the drivers of
economic growth. During the last decade, well-directed efforts have been made to provide a
new look to the automobile policy for realising the sector's full potential for the economy. Steps
like abolition of licensing, removal of quantitative restrictions and initiatives to bring the policy
framework in consonance with WTO requirements have set the industry in a progressive track.
Removal of the restrictive environment has helped restructuring, and enabled industry to absorb
new technologies, aligning itself with the global development and also to realise its potential in
the country. The liberalisation policies have led to continuous increase in competition which has
ultimately resulted in modernisation in line with the global standards as well as in substantial cut
in prices. Aggressive marketing by the auto

19

world Motor Vehicle Production

List of countries by motor vehicle production
This is a list of countries by motor vehicle production based on OICAaccessed in April 2011.
Figures include passenger cars, light commercial vehicles, minibuses, trucks, buses and coaches.

Rank

Country/Region
World

2010

2005

2000

77,609,901

66,482,439

58,374,162

01

China

18,264,667

5,708,421

2,069,069

European Union

16,904,436

18,176,860

17,142,142

02

Japan

9,625,940

10,799,659

10,140,796

03

United States

7,761,443

11,946,653

12,799,857

04

Germany

5,905,985

5,757,710

5,526,615

05

South Korea

4,271,941

3,699,350

3,114,998

06

Brazil

3,648,358

2,530,840

1,681,517

07

India

3,536,783

1,638,674

801,360

08

Spain

2,387,900

2,752,500

3,032,874

09

Mexico

2,345,124

1,624,238

1,935,527

10

France

2,227,742

3,549,008

3,348,361

11

Canada

2,071,026

2,688,363

2,961,636

12

Thailand

1,644,513

1,122,712

411,721

20

13

Iran

1,599,454

817,200

277,985

14

Russia

1,403,244

1,351,199

1,205,581

15

United Kingdom

1,393,463

1,803,109

1,813,894

16

Turkey

1,094,557

879,452

430,947

17

Czech Republic

1,076,385

602,237

455,492

18

Poland

869,376

613,200

504,972

19

Italy

857,359

1,038,352

1,738,315

20

Argentina

716,540

319,755

339,632

21

Indonesia

704,715

500,710

292,710

22

Malaysia

567,715

563,408

282,830

23

Slovakia

556,941

218,349

181,783

24

South Africa

472,049

525,227

357,364

25

Romania

350,912

194,802

78,165

26

Belgium

338,290

928,965

1,033,294

27

Taiwan

303,456

446,345

372,613

28

Australia

243,495

394,713

347,122

29

Sweden

217,084

339,229

301,343

30

Slovenia

205,711

187,247

98,953

31

Hungary

167,890

152,015

137,398

32

Portugal

158,723

226,834

245,784

33

Uzbekistan

156,880

94,437

52,264

34

Pakistan

109,433

153,393

102,578

35

Austria

104,814

253,279

141,026

21

36

Venezuela

104,357

135,425

123,324

37

Netherlands

94,106

102,204

98,823

38

Ukraine

83,133

215,759

31,255

39

Egypt

69,060

123,425

78,852

40

Philippines

63,530

64,492

38,877

41

Morocco

50,000

33,992

31,314

42

Vietnam

32,920

31,600

6,862

43

Colombia

28,350

109,333

44

Belarus

16,650

26,995

19,324

45

Finland

6,500

21,644

38,926

46

Serbia

6,470

14,179

12,740

47

Ecuador

5,950

32,254

41,047

48

Chile

4,700

6,660

5,245

79,921
(in 2002)

"Growth has no limit at Mahindra. I keep revising my vision.

Only when you can dream it, you can do it."

22

PRODUCT OF MAHINDRA MOTORCYCLE

Mahindra models

Mahindra Centuro
Commuter
15 reviews

Mahindra Gusto
Scooter
18 reviews

Mahindra Rodeo UZO

Scooter
10 rev

23

Upcoming models of Mahindra

Mahindra Arro
Commuter

Latest Mahindra news

Mahindra to Launch Mojo in Mid-OctoberPrashant

Singh, 25-09-2015

Mahindra Mojo to be launched in next two

monthsPrashant Singh, 29-06-2015

Mahindra launches Centuro front disk variant at

INR 51,300Prashant Singh, 15-06-2015

24

Exclusive: Mahindra Gusto 125cc could launch

next month; Mahindra Mojo expected, tooSunny Soral, 29-04-2015

DEMONSTRATION OF MAHINDRA PRODUCT

4-STEP DEMO PROCESS

LETS 112.8cc SCOOTER:

1. SITTING
A) Longer Seat for comfortable ride
B) Comfortable sitting position
C) Cutaway foot board good for short people and safe
D) Large meter console easy to read while riding
2. FRONT
A) Large multi-reflector headlight with pilot (city) lamp
B) Built-in Turn Indicator for stylish looks and less maintenance
C) Maintenance free Battery
D) Small front fender designed for the youth
E) Telescopic suspensions for a comfortable ride
F) Tubeless Tyres
3. RIGHT SIDE
A) Large Foldable Bag Hook Easy to hang Ladies purses and shopping bags; Safe
B) Single key operation (Lock, Unlock, Ignition, Under seat lock and Shutter lock).
C) Optional Utility box of 8.6 Ltrs with D.C Socket
D) Ground Clearance 160mm for less maintenance
E) Higher Wheelbase of 1250mm for better stability
F) Kerb Weight : 98Kgs
G) Fuel Capacity 5.2 ltrs

25

H)
I)
J)
K)

Underseat Storage 15 Ltrs

Helmet hook
Mega phonic silencer
Rear Inner Fender

4. REAR
A) Stylish Tail Lamp with Indicator
B) Aluminum Grab Bar
C) Easily accessible Air filter
5. TECHNOLOGY
A) 112.8cc Centralized engine
B) Power: 8.7bhp@7500rpm ; Torque: 9NM@6500rpm
C) SEP Technology (MAHINDRA Eco Performance) Excellent mileage of 63kmpl
D)
E)
F)
G)
H)
I)
J)

with more power, performance and Less Maintenance.

High geared CVT (Continuous Variable Transmission)= gives higher mileage.
Two ignition mode = Below 50kmph-good mileage; Above50kmph-Instant pick-up.
SJCS (MAHINDRA Jet Cooling System) Doesnt allow overheating of the engine
Auto Decompression Easy kick start boon for lady customers and old age people
PAIR (Pulsed-secondary AIR injection system) Less Pollution
Total servicing schedule 4free, 4paid and 1 bonus = 09 servicing
Complementary accessories side stand and rear view mirrors

ACCESS / SWISH 125 cc SCOOTER:

1. SITTING
A) Longer Seat for comfortable ride
B) Comfortable sitting position
C) Stylish meter console
2. FRONT
A) Large multi-reflector headlight
B) Built-in Turn Indicator for stylish looks and less maintenance
C) Maintenance free Battery (Normal Battery in Swish)
D) Telescopic suspensions for a comfortable ride
E) Tubeless Tyres (Tube Tyres in Swish)
3. RIGHT SIDE
A) Foldable Bag Hook More space to keep bigger items and safe.
B) Single key operation (Lock, Unlock, Ignition, Underseat lock and Shutter lock).
C) Ground Clearance 160mm for less maintenance
D) Higher Wheelbase of 1250mm for better stability
E) Fuel Capacity 6 ltrs
F) Underseat Storage 20 Ltrs
G) Helmet hook
H) Stylish pillion foot rest
4. REAR
A) Smiling Tail Lamp with Indicator
B) Aluminum Grab Bar
26

C) Large rear fender Avoids mud splash

5. TECHNOLOGY
A) 124cc Cetralized engine
B) Power: 8.58bhp@7000rpm ; Torque: 9.8Nm@5000rpm
C) XTP Technology (eXtra Torque Performance) Good torque resulting in excellent
D)
E)
F)
G)
H)

initial pick-up and better weight carrying capacity.

SJCS (MAHINDRA Jet Cooling System) Doesnt allow overheating of the engine
Auto Decompression Easy kick start boon for lady customers and old age people
PAIR (Pulsed-secondary AIR injection system) Less Pollution
Total servicing schedule 2free, 2paid, 2free, 2paid, 2free and 2paid = 12 servicing
Complementary accessories Ladies footrest, side stand, floor mat and rear view
mirrors

HAYATE 112.8cc MOTORCYCLE:

1. SEATING
A) Longer Seat
B) Comfortable sitting position
C) Stylish Fuel tank
2. FRONT
A) Multi-reflector headlight for better visibility
B) Black Alloy wheels for stylish looks
C) Tubeless tyres
3. RIGHT SIDE / TECHNOLOGY
A) 112.8 cc Aluminium engine
B) Power: 8.40bhp@7500rpm ; Torque: 8.8NM@5500rpm
C) XTP Technology (eXtra Torque Performance) Good initial Pick-up, Less vibration
on higher speed and No knocking
D) PAIR (Pulsed-secondary AIR injection system) Less Pollution
E) Maintenance Free battery
F) Ground clearance: 165mm
G) Wheelbase: 1260mm
H) Kerb Weight: 112kg
I) 5 step adjustable suspensions Adjust the suspensions as per road conditions
4. REAR
A) Compact and bright tail light sport looks and less maintenance
B) Large Rear Fender
C) Helmet hook below the seat
D) Total servicing schedule 4free, 3paid, 2free and 6paid = 15 servicing
E) Complementary accessories Ladies footrest, Saree guard and Leg guard

GIXXER 155cc MOTORCYCLE:

1. SEAT
A) Step-up seat with lower back support
27

B) Comfortable riding posture

C) ABS (Acrylo-nitrile Butadine Styrene) fuel tank of 12 Ltrs divided in 3 parts Stylish
looks, can easily replace the damage part of fuel tank. (Reserve-2.4 Ltrs)
D) Full electronic meter console having Speedometer, RPM Meter, RPM Indicator, Fuel
Indicator, Gear Indicator, Tripmeter(A&B), Clock.
2. FRONT
A) GSX-R Inspired Headlight with pilot (city) Lamp
B) 41mm thick telescopic suspensions
C) Small front fender designed for youth
D) Y-shape alloy wheels for stylish looks and less maintenance
E) Large disc brakes
F) Tubeless Tyres
3. RIGHT SIDE / TECHNOLOGY
A) Maintenance Free Battery
B) Kerb Weight 135Kg (Lightest in its class of carbureted 150cc motorbikes)
C) Ground Clearance 160mm
D) Wheel base 1330mm for better stability
E) 7-step adjustable Mono suspensions Adjust the suspensions as per road conditions
F)
G)
H)
I)

and stylish looks

155cc Aluminum Engine designed by the experience of MotoGP engineers
Power: 14.8ps@8000rpm; Torque: 14Nm@6000rpm
0-60kmph in 4.4sec which is the highest pick-up in its category
SEP Technology (MAHINDRA Eco Performance) Excellent mileage of 63.5kmpl

with more power, performance and Less Maintenance.

J) SJCS (MAHINDRA Jet Cooling System) Doesnt allow overheating of the engine
K) Auto Decompression Easy kick start boon for lady customers and old age people
L) PAIR (Pulsed-secondary AIR injection system) Less Pollution
M) TPS (Throttle Positioning Sensor) Maintains the ignition timing
N) Engine Balancer Shaft Less engine vibrations at low to high rpm
O) Total servicing schedule 4free, 4paid and 1 bonus = 09 servicing
4. REAR
A) LED Tail light with flexible Indicators Bright and less on maintenance
B) Detachable rear fender for stylish looks
C) 140mm thick Radial tubeless tyres for better grip and style
D) Stylish grab bar
E) O-ring sealed chain for less maintenance
F) Helmet holder below the seat

28

MOJOR COMPETATIOR

1) HERO HONDA MOTORS LIMITED

Hero Honda Motors Limited was established in 1984, as a joint venture between Indias Hero
group (worlds largest bicycle manufactures) and Japans Honda Motors Company. In 1985
production began with the launch of its first motorcycle, the CD100, which gave 80 km to the
liter. In 1987 the engine plant was started and in 1989 the company produced its 3,00,000th
motorcycle. In 2001 Hero Honda manufactured its 50,00,000th motorbike. Hero Honda has a
reputation of being the most fuel- efficient and the worlds single largest two wheeler company.
Shri Brijmohan Lall Munjal is the Chairman and managing director of this company.

During 80s, Hero Honda became the frist company in India to prove that it was possible to drive
a vechicle without polluting the roads.
The unique fratures like fuel conservation, sagety riding courses and mobile workshops helped
the proup reach in the interiors of the country. Well entrenched in the domestic market, Hero
Honda Motors Ltd. Turned its attention overseas, and exports have been steadily on the rise.

29

2) BAJAJ AUTO LIMITED

Since 1986, there is a technical tie-up of Bajaj Auto Ltd. With Kawasaki Heavy Industries of
Japan to manufacture state-of- art range of latest two- wheelers in India. The JV has already
given the Indian market the KB series, 4S and 4S Champion, Boxer, the Caliber series, and
Wind 125 Kawasaki Heavy Industries is a Fortune 500 company with a turnover of USD 10
billiob (Rs. 45,840 crore). It has crafted new technologies for more than hundred years.

The technologi9es of KHI have redefined space system, aircrafts, jet engines, ships,
locomotive. Energy plants, automation system, construction machinery, and of causes high
reliability two-wheelers KHI has given the world its legendary series of 600-1200cc Ninja
and 1600 Vulcan bikes. Straight frim its design boards, the Kawasaki Bajaj Eliminator,
Indias first real cruiser bike, redefines the pleasure of biking in looks as well as
performance.
Bajaj is the first Indian two wheeler automobile company in the market since 1945 with the
nameM/s Bacharj trading corporation private limited change its name as Bajaj Auto Ltd.
Bajaj Auto obtains license firm the government of India to manufacture two- three- wheelers
vehicles in 1959.

30

3) TVS MOTORS LIMITED

TVS Motor is a leading and trusted two wheelers company began with the vision of TVS scooty
the founder of the Sundaram Clayton Group, the late T.S. Srinicasan- to design, develop and
produce an afforadable moped for the Indias continually worked on innovationn family. This
vision was realized in 1980 when TVS 50, Indians frist two seater moped rolled out of the
factory at Hosur in Tamil Nadu, Southern India. The company has been kmown for its
reggedness and reliability.

TVS Motor has continually worked on innovation of the motorcycle segment along with two
wheeler range. The MAHINDRA Shaolin, developed by TVS MAHINDRA is Indias frist 5speed, 140 cc motorcycle. Another example of the company success is TVs Scooty, a 60 cc
scooterette which keep one step ahead of its time in India. The company is the third largest two
wheeler was the first in India to lauch 2-seater 50cc moped and 100cc indo-Japanese
motorcycles. At present TVs Apache, TVs Victjor, TVS scooty, TVS Centra and TVS Fiero are
the popular bikes in Indian market.

31

4) YAMAHA MOTORS LIMITED

Yahama made its intial foray into India in 19785. Subsequently, it entered into a 50:50 joint
venture with the Escorts Group in 1996. However, in August 2001, Yahama acquired its
remaning stake as well, bringing the Indian operations under its complete control as a 100%
subsidiary of Yahama Motor Co, Ltd, Japan. Indian Yahama motor operates from its state of
the-art-manufacturing units at Faridabed in Haruana and Surajpur in Utter Pradesh and produces
motorcycle both for domestic and export markets. With a strong workforce of 2000 employees,
Indian Yahama motor is highly customer-driven and has a country wide network of over 400
dealers.
The company pioneered the volume bike segmebt with the launch is its 100 cc 2-stock
motorcycle RX100. Since then, it has introduce an entire range of 2-stoke and 4-stoke bikes in
India. Presently, its product portfolio includes Crux (100cc), Alba (106cc) and Gladiator (125cc).

32

CUSTOMER SATISFACTION

33

INTRODUCTION
may be easily satisfied most of the time and the other might be hard to please but
was pleased on this occasion. A methods exist to measure customer satisfaction.
Periodic surveys can track customer satisfaction directly. Respondents can also be
asked additional questions to measure repurchase intention and the likelihood or
willingness to recommend the company and brand to others. Companies that do achieve
high customer satisfaction ratings make sure Satisfaction is a persons feelings of pleasure
of disappointment resulting from comparing Products perceived performance (or
outcome) in relation to his or her expectations. Whether the buyer is satisfied after
purchase depends on the offers performance in relation to the buyers expectations.
If the performance falls short of the expectations, the customer is dissatisfied. Of
the performance matches the expectations, the customer is satisfied. If the
performance exceeds expectations the customer is highly satisfied or delighted. A
company would be wise to measure customer satisfaction regularly because one key
to customer retention is customer satisfaction. A highly satisfied customer generally
stays loyal longer, buys more as the company introduces new products and upgrades
existing product, talks favorably about the company and its products, pays less
attention to competing brands and is less sensitive to price, offers product or service
ideas to the company, and costs less to serve than new customers because
transactions are routine. When customers rate their satisfaction with an element of
ecompanysperformance- say, delivery. It could mean early delivery, on-time
deliver, order completeness, and so on. The company Must also realize that two
customer can report being highly satisfied for different reasons. One their target
market knows it. For customer centered companies, customer satisfaction is both a goal and a
marketing tool. Although the customer- centered firm seeks to create high customer satisfaction
that is not its ultimate goal. If the company increases customer satisfaction by lowering its price
of increasing its services, the result may be lower profit. The company might be able to increase
satisfaction (for example, by improving manufacturing process Spending more to increase
customer satisfaction might divert funds from increasing the satisfaction of other
partners. Ultimately, the company must operate on the philosophy that it is trying to deliver a
high level of customer satisfaction subject to delivering acceptable levels of satisfaction to the
other stakeholders, given its total resources.

34

CUSTOMER SATISFACTIN IN 7 STEPS

It's a well known fact that no business can exist without customers. In the business
of website design, its important to work closely with your c ustomers to make sure
the site or system you create for them is as close to their requirements as you can
manage. Because it's critical that you form a c l o s e w o r k i n g r e l a t i o n s h i p w i t h
y o u r c l i e n t , c u s t o m e r s e r v i c e i s o f v i t a l importance. What follows are a selection of
tips that will make your clients feel valued, wanted and loved.

1. ENCOURAGE FACE TO FACE DEALINGS:

This is the most daunting and downright scary part of interacting with a
c u s t o m e r. I f You r e n o t u s e d t o t h i s s o r t o f t h i n g i t c a n b e a p r e t t y n e r v e
wracking experience. Rest assured, though, it does get easier over time. It's important to meet
your customers face to face at least once or even twice d u r i n g t h e c o u r s e o f a
p r o j e c t . M A H I N D R A b e l i e v e s t h a t i f a p o t e n t i a l c l i e n t spends over half the
meeting doing the talking, you're well on your way to sale. In SMPIL always face to face dealing
with customer.

2. RESPOND TO MESSAGES PROMPTLY & KEEP YOUR

CLIENTS INFORMED:
T h i s g o e s w i t h o u t s a y i n g r e a l l y. We a l l k n o w h o w a n n o y i n g i t i s t o w a i t
message and you'll contact them about it as soon as possible. Even if days for a response to an
email or phone call. It might not always be practical to deal with all customers' queries within the
space of a few hours, but at least email or call them back and let them know you've received
their you're not able to solve a problem right away, let the customer know you're working on it.
MAHINDRA alw ays lis ten customer pr oblem and solve his queries and
A l w a y s have communications with customers.

35

3. BE FRIENDLY AND APPROACHABLE:

It's very important to be friendly, courteous and to make your clients feel like y o u ' r e t h e i r
f r i e n d a n d y o u ' r e t h e r e t o h e l p t h e m o u t . T h e r e w i l l b e t i m e s when you
want to beat your clients over the head repeatedly with a blunt object - it happens to all
of us. It's vital that you keep a clear head, respond to your c l i e n t s ' w i s h e s a s b e s t y o u
c a n , a n d a t a l l t i m e s r e m a i n p o l i t e a n d courteous. In MAHINDRA showroom all
workers are trained and well behave with customer. MAHINDRA showrooms staff very friendly
with clients.

4. HAVE A CLEARLY-DEFINED CUSTOMER SERVICE POLICY:

This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long run. If a customer
has a problem, what should they do? If the first option doesn't work, then what? Should
they contact different people for billing and technical enquiries? If they're not
satisfied with any aspect of your customer service, who should they tell? There's nothing
more annoying for a client than being passed from person to person, or not knowing who to turn
to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost
importance So make sure your customer service policy is present on your site -- and
anywhere else it may be useful. In MAHINDRA all terms & conditions are clearly mentioned
so that no doubt in customer minds.

5. ATTENTION TO DETAIL (ALSO KNOWN AS THE LITTLE

NICETIES):
Have you even received a Happy Birthday email of card from a company you were a client of?
Have ever had a personalized sigh-up confirmation email for a service that you could tell was
typed from scratch? These little niceties can be time consuming and arent always cost effective,
but remember to do them. Even if its as small as sending a Happy Holidays email to all your
customers, its something. It shows you care; it shows there are real people on the other end of
that screen of telephone; and importantly, it makes the customers feel welcomed, wanted and

36

valued, MAHINDRA has keep detail of all customers and make them happy on specific
occasion.

6. ANTICUIPATE YOUR CLIENTS NEEDS & GO OUT OF YOUR

WAY TO HELP THEM OUT:
Sometimes this is easier said than done. However, achieving this supreme level of understanding
with your will do wonders for your working relationship. MAHINDRA always tries to know
about customer need and make the product according to them.

7. HONOUR YOUR PROMISES:

Its possible this is the most important point in this article. Simple message: when you promise
something, deliver. The most common example here is project delivery dates. Clients do not like
to be disappointed. Sometimes,Something may not get done, or you might miss a deadline
through no fault of your own. Projects can be late, Technology can fail and sub-contractors do
not deliver on time.

37

ARUN NANDA
Chairman
Mahindra Holidays & Resorts India Limited (MHRIL)

BOARD OF DIRECTORS

The Group Executive Board (GEB) displays the breadth and depth of our talented
human capital. Made up of people from all segments of industry, the GEB explores
synergies between all our businesses to unite our goals and forge strategic plans. Working
together, we create value while staying true to our common purpose and values.

38

Meet the people whose extraordinary efforts enable us to Rise.

Rajeev Dubey
Anand Mahindra

Group President - HR & Corporate

Chairman & Managing Director

Services, CEO - Aftermarket Sector

Mahindra & Mahindra

Pawan Goenka

S.P. Shukla

Executive Director - Mahindra &

Group President and CEO - Aerospace &

Mahindra, Group President (Auto and

Defence Sector

Farm Sector)

Ulhas Yargop

Anish Shah

Group President - IT Sector, Group CTO

Group President Strategy

Anita Arjundas

Zhooben Bhiwandiwala

Managing Director & CEO - Mahindra

Managing Partner - Mahindra Partners,

Lifespaces, President - Real Estate Sector

President - Group Legal

S Durgashankar

C.P. Gurnani

President - Group M&A, Corportate

Managing Director & CEO - Tech

Accounts, Group Secretarial

Mahindra

Ramesh Iyer

Ruzbeh Irani

Managing Director - Mahindra &

President - Group Communications &

Mahindra Financial Services, President -

Ethics, Chief Brand Officer

Financial Services Sector

Rajesh Jejurikar

Harsh Kumar

39

President & Chief Executive - Farm

Managing Director - Mahindra

Equipment & Two Wheeler

Intertrade

V.S. Parthasarathy

Pravin Shah

Group CFO, Group CIO, President -

President & Chief Executive

Group Finance and M&A

Automotive

Kavinder Singh

Ashok Sharma

Managing Director & CEO - Mahindra

President & Chief Executive - Agri,

Holidays and Resorts, President - Leisure

Africa & South Asia Operations

& Hospitality Sector

Rajan Wadhera
Johng-sik Choi

President & Chief Executive - Truck &

President and CEO- Ssangyong Motor Co.

Powetrain, Head - Mahindra Research

Valley

ORGANIZATION PROFILE

Type

Public (BSE: 500520)

Industry

Automotive

40

Farm Equipment
Founded

1945

Headquarters Mumbai, Maharashtra, India

Key people

Keshub
Mahindra, Chairman; Anand
Mahindra, Vice Chairman &
Managing Director

Revenue

23,803.24 crore (US$5.31

billion)(2011).

Net income

2,871.49 crore (US$640.34

million)(2010).

Employees

119,900

Parent

Mahindra Group

Website

Mahindra.com

Objective of the study

41

 The objective of the study os Company image MAHINDRA MOTORCYCLE and

survey research to measure customer sartisfaction towards SIZUKI ACCESS125.
To determine the effects of the company image on the sales.
To understand customer attitude towards MAHINDRA motorcycle and MAHINDRA

auto.
To know the market share of MAHINDRA motorcycle.
To measure customer satisfaction of MAHINDRA Access 125 owners.
To know the tastes and preferences of people.
To find the reasons for buying Access 125.
To determine the customers satisfaction regarding two-wheeler and after sales service.

SCOPE OF STUDY
This study is aimed at providing MAHINDRA MOTORCYCLE INDIA PVT.LTD. with an
insight on the consumer pattern of MAHINDRA access 125cc as well as the customers response
and awareness towards the brand, products and services of suziki.
The data hs been analyzed and presented in a simple and precise way on the basis of which
pertinent recommendations have been made to the companu to better of which pertinent
recommendation have been made to better the services, policies and strategies of the company in
India. Companies also want the Suggestion for improvement from users of MAHINDRA vehicle
& get Feedback from customer.

42

MISSION OF MAHINDRA
The core philosophy of MAHINDRA is to provide VALUE-PACKED PRODUCTS. Since the
founding of MAHINDRA Motors Corporation, the orgnizations endeavour has always been to
provide VALUE PACKED PRODUCTS as one of the manufacturing philolsophies.
MAHINDRA believes that VALUE-PACKED PRODUCTS come from the effort to carry out
product development from customers point of view. This policy has been in effect since
companys inception and has helped the organization to meet customer needs. As a result,
MAHINDRAs products have become will received throughout the world.
MAHINDRA is fully committed to create products that meet coustomers demand by utilizing its
duyanamic, long-nurtured technological advantage coupled with its fresh and active human
resources.

Develop products of superior valur by focusing on the coustomers.

Establish a refreshing and innovative company thorugh team work.
Strive for individual excellence through continuous iimprovement.

Foreign direct investment

Automatic approval for foreign equity investment upto 100% of manufacture of automobiles and
component is permitted.
Import tariff

43

The incidence of import tariff will be fixed in a manner so as to facilitate development of

manufacturing capabilities as opposed to mere assembly without giving undue protection;
ensure balanced transition to open trade; promote increased competition in the market
and enlarge purchase options to the Indian customer.

The Government will review the automotive tariff structure periodically to encourage
demand, promote the growth of the industry and prevent India from becoming a dumping
ground for international rejects.

In respect of items with bound rates viz. Buses, Trucks, Tractors, CBUs and Auto
components, Government will give adequate accommodation to indigenous industry to
attain global standards.

In consonance with Auto Policy objectives, in respect of unbound items i.e., Motor Cars,
MUVs, Motorcycles, Mopeds, Scooters and Auto Rickshaws, the import tariff shall be so
designed as to give maximum fillip to manufacturing in the country without extending
undue protection to domestic industry.

The conditions for import of new Completely Built Units (CBUs), will be as per Public
Notice issued by the Director General Foreign Trade (DGFT) having regard to
environment and safety regulations.

Used vehicles imported into the country would have to meet CMVR, environmental
requirements as per Public Notice issued by DGFT laying down specific standards and
other criteria for such imports.

Appropriate measures including anti dumping duties will be put in place to check
dumping and unfair trade practices.

Excise duty
Motor Cars

44

The ownership of cars in India is just 6 per thousand of population as against 500 in the
developed economies. The contribution of the auto sector to the GDP and employment is
likewise low. Expansion of local demand holds great potential and is vital to install scale
volumes of production.
Domestic demand mainly devolves around small cars not exceeding 3.80 meters in length. Small
cars occupy less of road space and save on fuel. These capture more than 85% of the market.
India can build export capability and become an Asian hub for export of small cars. The growth
of this segment needs to be spurred.
Multi Utility Vehicles
MUVs are an important mode of economical mass transport in rural India due to poor road
infrastructure and lack of good State transport system. They are the first vehicle purchased by a
number of farmers, traders, small businessmen in rural and semi-urban markets. The Government
will endeavour to provide fiscal incentives to this sector.

Commercial Vehicles
Presently excise duty on commercial vehicles sold by a manufacturer whether as a chassis or
with a complete body is 16%. However, no duty is levied on the body that is built by an
independent body builder on chassis bought from a manufacturer. This dispensation inveigles
production of the complete trucks and buses by the chassis manufacturer and is detrimental to
safety standards. The duty imposed on the construction of bodies by an independent body
builder, small or organised sector shall be equal to that of bodies built by a chassis manufacturer.
The Government will encourage fabrication of bus body on bus chassis designed for better
passenger comfort instead of truck chassis as is the current practice.

Safety

45

Government will duly amend the Central Motor Vehicles Rules, Bureau of Indian Standards
(BIS) and other relevant provisions and introduce safety regulations that conform to global
standards.
Testing and certification facilities need to be revised and strengthened in accordance with safety
standards of global order. Government, in partnership with industry, will tend to this
requirement.
Harmonisation of standards:
Government recognises the need for harmonisation of standards in a global economy and will
work towards it.

Corporate social responsibility policy in Maruti Company:

Corporate social responsibility (CSR) of companies has become a subject of much debate.
Despite this, it had been unable to understand what exactly companies are supposed to do as their
CSR. Is it philanthropy and charity? Is it social and humanitarian work or protecting the
environment? Is it undertaking public service tasks which normally government should be
doing? Or is it all of these? I believe that the CSR of a company should be undertaking all
actions as would maximise the probability of its long-term survival and sustained growth.
All companies have both direct and indirect stake holders. A company also impacts on the
external environment. Direct stake holders would include all employees, suppliers and vendors,
dealers, as well as share holders. Indirect stake holders would comprise communities living near
the production facility, customers and others whose livelihood could be influenced by the
operations of the company. The larger the company the greater would be the Number of its stake
holders. It is clearly in the interests of all the direct stake holders that the company should have
long-term sustained growth, as closure of a company would lead to disruption in the lives of
many, and often cause severe hardship to the weaker amongst stake holders, including small
share holders.

46

The government policy to promote infrastructure and heavy industries through the public sector
was to bring about economic growth with equity. The long-term survival of government
companies was never an issue, as long as taxpayers - money was available to support them. In
that event, the CSR of such companies should have been achieving the targets for which they
were established, without incurring cost and time over runs, and expanding output to meet the
needs of the economy while constantly improving productivity and quality. Companies who
underperform in these respects cannot justifiably say that they are fulfilling their CSR by
claiming to be model employers, or doing development work in villages or giving donations for
good causes.
MARUTI COMPANY is a good example. While nationalising Sanjay Gandhi's Maruti Ltd,
Parliament decided that a government company should be established to modernise the Indian
automobile industry. The management of Maruti decided that this object had to receive its
undivided attention. A strategy was evolved as to how this objective could be achieved within the
constraints of operating as a public sector company. We recognised that the then existing systems
for managing a PSU were unlikely to attain the desired results, and so drew heavily on the
Japanese experience. Maruti did not follow many of the practices normally applicable to
government companies as part of their `social responsibility'. The results speak for themselves.
Making profits on a sustained basis is a necessary condition for any company to survive for long.
In today's globalised and increasingly competitive world, sustained profitability is not possible
unless all direct stake holders recognise the changes taking place and work towards ensuring
sustained profitability. They have also to create a positive brand image which attracts customers
to the products and services offered by the company. Following all laws and caring for the
environment makes good business sense, and helps in image building. These matters have to be
the core of the CSR of a company.
It is apparent that it is in the interests of workers, and other direct stake holders, that the company
should have longterm sustained growth. Yet, in a large number of companies this does not appear
to be recognised. Workers do not think that they should help the company become more
competitive. Not all vendors and dealers identify their interests with those of the company. Why
do people apparently act against their longterm interests? The primary reason is lack of
communication between the management of a company and the stake holders. Sometimes a
company's policies are also very one-sided. Workers, usually receive politically motivated
47

communications from outside persons, who have no stake in the future of the company, and who
are looking for short-term political gains. A management needs to counter this by developing
effective two-way communication to educate workers as to what is in their best interests. This
education process has to be backed by policies and practices which would convince the workers
that if the company does well in terms of rising productivity and profits, they too would be
enabled to improve their quality of life.

Research and development

Research and Development Process of Maruti MAHINDRA India Limited Company are done by
the company to promote its business and to gain high percentage of market share in the
automobile market, and also to satisfy their customers and attract more customers towards them
in the market. The company continuosly do research on their product, market and customers
demand to satisfy the customer and to provide them better service.Maruti company has taken
various steps regarding the development of the company and also to maintain good relation with
customer.Maruti company provide many services to their customers like Insurance, Finance for
their vehcles on easy Interest Rates, Genuine acessories for the cars, and maintainance and
service related to their vehcles in the workshop. Maruti Company has many service stations in
different cities to provide easily after sales services to their customer.

48

Maruti Company provides many facilities to their customers through their Dealers, the customers
should do only to reach at the nearest Dealer of Maruti Company and they can easily get every
facility which is given by Maruti to their customers.
Marketing Policies used by Mahindra Company :
Maruti Company uses some theoretical concepts of Marketin Mix which are
Meaning and Definition
Marketing Mix means to collect and mix the resources of marketing in the manner that objects of
the enterprise may be achieved and maximum satisfaction may be provided to the consumers.
The term marketing mix is used to describe a combination of four elements the product, price,
physical distribution and promotion. These are popularly known as Four Ps. A brief
description of the four elements of marketing mix (Four Ps) is.

Product: The product itself is the first element. Products most satisfy consumer needs.
The management must, first decide the products to be produced, by knowing the needs of
the consumers.

Price: The second element to affect the volume of sales is the price. The market or
announced amount of money asked from a buyer is known as basic value placed on a
product.

Promotion: The product may be known to the consumers. Firms must undertake
promotion work-advertising, publicity, personal selling etc. which are the major
activities.

Place: Physical distribution is the delivery of products at the rights time and at the right
place. The distribution mix is the combination of decisions relating to marketing
channels, storage facility, inventory control, location transportation warehousing etc.

49

And for using this marketing mix Maruti Company have to study the consumer buying
behaviour which is :
What is Consumer Buying Behaviors?
Definition of Buying Behaviour,
Buying Behaviour is the decision processes and acts of people involved in buying and using
products.
Need to understand:
Why consumers make the purchases that they make?
What factors influence consumer purchases?
The changing factors in our society.
Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. A firm
needs to analyze buying behaviour for:

Buyers' reactions to a firms marketing strategy has a great impact on the firm's success.

The marketing concept stresses that a firm should create a marketing mix(MM) that
satisfies (gives utility to) customers, therefore need to analyze the what, where, when and
how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.

CONSUMER BEHAVIOR
Consumer behavior is the study of the behavior of consumers, when they go to purchase
something to satisfy their needs and wants.
Buying Motives of consumers:
Factors Influences Consumer Behavior
Consumers behavior is influenced by cultural, social, personal, and psychological factors.
Cultural factors exert the broadest and deepest influence.
Cultural Factors: Culture, subculture, and social class are important in buying behavior.

50

Culture: Culture is the most fundamental determinant of a persons wants and behavior through
his or her family and other key insinuations. A child growing up in the United States
is exposed to the following values : achievement and success, activity, efficiency
and practicality, progress, material comfort, individualism, freedom, external
comfort, humanitarianism and youthfulness.
Subculture: Each culture consists of smaller that provide more specific identification and
socialization for their members. Subculture includes nationalities, religions,
racial groups and geographic regions. Many subcultures make up important
market segments, and marketers often design products and marketing
programs tailored to their needs.
Social Class: Virtually all-human societies exhibit social stratification. Stratification sometimes
takes the form of a caste system where the members of different castes are
reared for certain roles and cannot change their caste membership.
Social factors:

In addition to cultural factors, a consumers behavior is influenced by

suchsocial factors as reference groups, family, and social roles and statuses.

Reference Groups: A persons reference groups consist of all the groups that have a direct (faceto-face) or indirect influence on the persons attitudes or behavior.
Family: The family is the most important consumer buying organization in society, and it has
been researched extensively. Family members constitute the most influential
primary reference group. We can distinguish between two families in the
buyers life.
Roles and Statuses: A person participates in many groups family, clubs, and organizations.
The persons position in each group can be defined in terms of role and status.

Personal Factors
A buyers decisions are also influenced by personal characteristics. These include the buyers age
and stage in the life cycle, occupation, economic circumstances, lifestyle and personality and
self-concept.
(i)Age and stage in the cycle:
People buy different goods and services over a lifetime. They ear baby food in the early years,
most foods in the growing and mature years, and special diets in the later years. Taste in clothes,
51

furniture and recreation is also age related. Consumption is shaped by the family lifecycle. Some
recent work has identified psychological life-cycle stages. Marketers pay close attention to
changing life circumstances divorce, widowhood, remarriage and their effect on consumption
behavior.
(ii)Occupation and economic circumstances:
Occupation also influences a persons consumption pattern. A blue-collar worker will buy
clothes, work shoes, and lunchboxs.
(iii)Lifestyle:
People from the same subculture, social class and occupation may lead quite different lifestyles.
A lifestyle is the persons pattern of living in the world as expressed in activities, interests and
opinions.
(iv)Personality and self concept:
Each person has a distinct personality that influences buying behavior.
(v)Psychological Factors:
A persons buying choices are influenced by four major psychological factors-motivation,
perception, learning and beliefs and attitudes.
(vi)Motivation:
A person has many needs at any given time. Some needs are biogenic; they arise from
physiological states of tension such as hunger, thirst, discomfort.
(vii)Perception:
A motivated person is ready to act. How the motivated person actually acts is influenced by his
or her perception of the situation.
(viii)Learning:
When people act, they learn. Learning involves changes in an individuals behavior arising from
experience. Most human behavior is learned. Learning theorists that learning is produced through
the interplay of drives, stimuli, cues, responses, and reinforcements.
(ix)Beliefs and Attitudes:
Through doing and acquire beliefs and attitudes. These in turn influence buying behavior. A
belief is a descriptive thought that the person holds about something.
52

Stages of the Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual
purchasing is only one stage of the process. Not all decision processes lead to a purchase. All
consumer decisions do not always include all 6 stages, determined by the de2ree of
complexity...discussed next. The 6 stages are:
1. Problem Recognition (awareness of need)--difference between the desired state and the
actual condition. Deficit in assortment of products. Can be stimulated by the marketer through
product information-- I.E., see a commercial for a new pair of shoes, stimulates your recognition
that you need a new pair of shoes.
2. Information search-Internal search, memory.
External search if you need more information. Friends and relatives (word of mouth). Marketer
dominated sources; comparison shopping; public sources etc.A successful information search
leaves a buyer with possible alternatives.
3.Evaluation of Alternatives needs to establish criteria for evaluation features the buyer wants
or does not want. Rank/weight alternatives or resume search. May decide that you want to eat
something spicy. If not satisfied with your choices then return to the search phase. Can you think
of another alternative? Look in the yellow pages etc. Information from different sources may be
treated differently. Marketers try to influence by "framing" alternatives.
4. Purchase decision--Choose buying alternative, includes product, package, store, method of
purchase etc.
5. Purchase May differ from decision, time lapse between 4 & 5, product availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance,
have you made the right decision. This can be reduced by warranties,
communication etc.

53

after sales

Types of Consumer Buying Behaviour

Types of consumer buying behavior are determined by:
Level of Involvement in purchase decision. Importance and intensity of interest in a product in a
particular situation.
Buyer's level of involvement determines why he/she is motivated to seek information about a
certain products and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced goods, products visible to others,
and the higher the risk the higher the involvement.
Types of risk:
1-Personal risk
2-Social risk
3-Economic risk
The four type of consumer buying behavior are:

54

Routine Response Programmed Behavior -- buying low involvement frequently purchased

low cost items; need very little search and decision effort; purchased almost automatically.
Examples include soft drinks, snack foods, milk etc.
Limited Decision Making buying product occasionally --When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate
amount of time for information gathering. Examples include Clothes know product class but not
the brand.
Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or
infrequently bought products. High degree of economic performance/psychological risk.
Examples include cars, homes, computers, and education. Spend a lot of time seeking
information and deciding. Information from the companies MM; friends and relatives, store
personnel etc.
Go through all six stages of the buying process.
Impulse buying, no conscious planning.
In order to produce successful ads, you must give people exactly what they want. This article
will teach you why people buy the things they do so you can design your ads to fulfill these
needs.

Customers review
The style of scooter not match impressive, I am waiting for the how the market responds
but main key is priced comparative with Honda activa and milege.
MAHINDRA is globally known for quality, value for money and customer satisfactiuon.
They have taken care of every aspect. Its a family vehicle. Have style, comfort, sagety,
space, and price I am sure will be at par with competition.
I am very much impressed bu the looks, style of Access. It is likely to b e much dearer
than Activa.
MAHINDRA- access-125. It lookes very nice I am sure price of scooter will be defiantly
competitive with Honda-Activa.

55

I have like the scooter. It is what I had expected to own. I am impresed with the finish, stlyle and
quality.

MARKETING RESEARCH
Marketing research plays an important role in the process of marketing. Starting with
market component of the total marketing talks. It helps the firm to acquire a better
understanding of the consumers, the competition and the marketing environment.

DEFINITION:
Marketing research is a systematic gathering, recording and analysis marketing problem
to facilitate decision making.
- Coundiff & Still.
Marketing research is a systematic problem analysis, model building and fact finding for
the purpose of important decision making and control in the marketing of goods and
services.
-

56

Phillip Kotler.

Main steps involved in marketing research

Defining the Marketing Problem to be tackled and identifying the market research
problem involved in the task.
(1)

Define the problem and its objectives.

(2)

Identify the problem.

(3)

Determine the information needed.

(4)

Determine the sources of information.

(5)

Decide research methods.

(6)

Tabulate, Analyze and interpret the data.

(7)

Prepare research report.

(8)

Follow-up the study.

(1) Define the problem and its objectives: - This includes an effective job in planning and
designing a research project that will provide the needed information. It also includes the
establishment of a general framework of major marketing elements such as the industry
elements, competitive elements, marketing elements and company elements.
(2)Identify the problem: - Identifying the problem involves getting acquainted with the
company, its business, its products and market environment, advertising by means of library
consultation and extensive interviewing of companys officials.
(3)Determining the specific Information needed: - In general the producer, the manufacturer,
the wholesaler and the retailer try to find out four things namely:(1)

What to sell

(2)

When to sell

(3)

Where to sell

(4)

How to sell

(4) Determine the sources of information:57

(a)Primary Data: - Primary datas are those which are gathered specially for the project at hand,
directly e.g. through questionnaires & interviews. Primary data sources include company
salesman, middleman, consumers, buyers, trade associations executives & other businessman &
even competitors.
(b)Secondary Data: - These are generally published sources, which have been collected
originally for some other purpose. Source are internal company records, government publication,
reports & publication, reports & journals, trade, professional and business associations
publications & reports.
(5)Decide Research methods for collecting data: - If it is found that the secondary data cannot
be of much use, collection of

primary data become necessary. Three widely used methods of

gathering primary data are

A) Survey
B) Observation
C) Experimentation
A) Survey Method: - In this method, information gathered directly from individual
respondents, either through personal interviews or through mail questionnaires or
telephone interviews.
B) Observation Method: - The research data are gathered through observing and
recording their actions in a marketing situation. This technique is highly accurate. It is
rather an expensive technique.
C) Experimental Method: - This method involves carrying out a small scale trial
solution to a problem, while at the same time, attempting to control all factors relevant to
the problem. The main assumption here is that the test conditions are essentially the same
as those that will be encountered later when conclusions derived from the experiment are
applied to a broader marketing area.

58

D) The Panel Research: - In this technique the same group of respondents is contacted
for more then one occasion; and the information obtained to find out if there has been any
in their taste demand or they want any special quality, color, size, packing in the product.
a) Preparation of questionnaire
b) Presetting of questionnaire
(6)

Tabulate, Analysis and Interpret the Data :-

The report must give/contain the following information:a) The title of research
b) The name of the organization for which it has been conducted
c) The objectives of research
c) The methodology used
d) Organization and the planning of the report
e) A table of contents along
f)The main report containing the findings
g) Conclusion arrived at end recommendations suggested
h)

Appendices (containing questionnaire / forms used sample design, instructions.)

(7) Follow-up the study: - The researchers, in the last stage, should follow up this
study to find if his recommendation are being implemented and if not, why?

RESEARCH DESIGN
Advertising is a paid form of non-personal presentation and promotion of ideas, goods or
services by an identified sponsor.

2.

RESEARCH OBJECTIVES & RELATED SUB OBJECTIVES

To know the relationship of sales with the advertisement.

59

 To know awareness of people towards Passenger car of maruti MAHINDRA.

To know in which Passenger car are mostly like/preferred.
To know which advertisement tool is mostly preferred by people.
To know the preference of Passenger car of maruti MAHINDRA with comparison to
Other competitive brands.
To know the factors which affects consumers buying behavior.
To purchase Passenger car of maruti MAHINDRA.
Information requirement

First, I had to know about all the competitors present in the passenger car segment.

Before going for the survey I had to know the comparative model and Prices of all the
competitors existing in the market.

Since passenger car is a product that attracts people and youngsters hence I had to trace
the market and segment it, which mainly deals with people of various age groups.

As passenger car is different product, the main information needed is the various types of
passenger car available in the market.

As Maruti MAHINDRA advertisements are mainly done through hoardings but on

television the advertisement is being telecasted timely and on the proper time or not.
Choice of research design alternatives & choice

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to

classify marketing research on the basis of the fundamental objectives of the research.
Consideration of the different types, their applicability, their strengths, and their weakness will
help the student to select the type best suited to a specific problem.
The two general types of research are:

EXPLORATORY RESEARCH
Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.
Marketing researches devote a significant portion of their work on exploratory
very little is known about the problem being examined.

60

studies when

CONCLUSIVE RESEARCH
Conclusive studies attempts to determine the frequency with which something occurs or the
relationship between two phenomenon. Usually conclusive studies assume certain under
underlying characteristics of the market or have some precise statement of research
questions/hypothesis.

SWOT ANALYSIS
SWOT ANALYSIS OF MAHINDRA DIGITAL
STRENGTH:
You get live experience about Electronic Durables. You can Touch and feel the products.
Employees are expert in sales. Supervisors in the store are well educated and have skill qualities.
The store is open 365 days for their customer welfare. Here customers are treated as Most
important Atithi.
WEAKNESS:
There is lack of awareness about incentives given to the employees, it is not satisfactory
for them. Employees are not satisfied regarding their promotions. Sometimes delay of stock also
affect the performance of overall store.

61

Some offer/schemes are not easy to understand by the customers arrive in the store.
OPPORTUNITIES:
A good place to learn about electronic durables and other technical terms. In retail sector,
Mahindra Digital is one of the major players, so growth opportunities are there always and Retail
Sector is a growing sector.
THREATS:
In this competitive scenario other major players in Electronic Retail like Croma, E zone, Next
etc. are also growing well. These players are the threats to Mahindra Digital.
Now days, customer prefer online shopping without going anywhere. This is also a threat to
retail store.

REAL ESTATE
We entered real estate in 1994 because we saw an opportunity to transform the way society
thinks about living and work space. Today, our real estate initiatives are enhancing living
standards and pioneering environmentally friendly construction in India. Through our green
developments, were demonstrating that sustainability and good living go hand in hand. We
partner with the Clinton Climate Initiative and Indian Green Building Council to create certified,
state-of-the art green communities.
Our innovative integrated business cities are revolutionizing the way Indians work, live, and
play. Working with the Indian governments Special Economic Zone scheme, weve created two
brand-new cities designed to facilitate business excellence and a relaxed, healthy lifestyle. We're
excited to contribute to India's economic development with infrastructure that has positive
impact on environmental and personal health.

62

Integrated Business Cities & Special Economic Zones

Living Spaces
Real estate companies

Mahindra Lifespace Developers

Mahindra World City Developers

RETAIL
Organized Indian retail grew at 20 percent over the last five years, and we expect it to
continue to expand at a scorching rate in the next five. Indian consumers are increasingly looking
at shopping as an experience, not just a process of acquiring necessary items. With our entry into
retail, we seek to provide our customers with a holistic experience that satisfies their desire for
an enriching and pleasant experience as well as for excellent products.
Our first retail foray, the Mom & Me retail chain, positions us as first movers in the market for
maternity and baby needs. Before our entry, Indian mothers had to visit an array of shops to buy
maternity clothes here, baby healthcare supplies there, and nursery furniture at a third place. In
the future, Mahindra Retail will continue to seek opportunities to expand into other categories of
lifestyle retailing. We understand the need for excellence in front end, back end, and support
functions, and Mahindras longstanding expertise in IT, Finance, Logistics, and Supply Chain
Management have prepared us well for entry into new areas of retail.

63

For Children
For Expecting & New Mothers

Mahindra Retail's first venture, Mom & Me, brings Indian mothers a specialty storewhere
they can meet all their product and service needs. We've created a warm and friendly space
where expecting and new mothers can find everything from formula and baby food to maternity
fashion to strollers.
Our holistic concept comprises both products and services. From pregnancy fashion to childrens
apparel, from toys to baby and mothers wellness products, from strollers and car seats to
childrens furniture, youll find the best brands in our stores. Shopping is relaxing and easy
thanks to the special layout designed for the comfort of a pregnant woman or a mother with
children, with a feeding room, play area, places to sit and rest, and a child-friendly floor plan.
Youll also receive the guidance and support you need to navigate pregnancy, infancy, and
childhood confidently. Parenthood is one of the most exciting and challenging adventures in our
lives, and our pregnancy and parenting classes will help you prepare for your new role. We train
our employees extensively in the experience of pregnancy and motherhood so that they
understand exactly what our customers are going through.
Come visit us at any of our outlets spread across Mumbai, Pune, Bangalore, Chennai,
Mangalore, Hyderabad, Vishakapatnam, Indore, Vadodara, Ahmedabad, New Delhi, Chandigarh,
and Ludhiana. We are currently expanding across most major cities and towns in Indiakeep an
eye out for us in your neighborhood.

INTRODUCTION OF THE TOPIC

64

As we grow rapidly, we ensure that our young and vibrant workforce is constantly trained to
keep them abreast of changes driven by the business and our customers.
Our commitment to learning is emphasized by the fact that every leader in the organization, as a
mandate, has to spend time in a learning program, both as a participant and also as a facilitator.
The in-house learning and development function at Mahindra and Mahindra BSG strives to meet
the highest training standards for our workforce and is organized into three branches:

Communication Skills Training

Product & Process Training

Behavioral & Professional Skills and Leadership Training

Each of these three branches is staffed with experienced in-house trainers and facilitators

who cater to the varied learning requirements of our employees.

Communication Skills Training
This unit is further categorized into New Hire Training and Refresher Training.
New Hire Training: Comprehensive coverage on various aspects of communication skills based
on business requirement. This is an intensive 80-hour program which includes, but, is not
restricted to the following topics:

Voice and accent neutralization

Communication skills

Culture sensitization

Client service skills and attitude

Telephone etiquette

Language enhancement

65

Refresher Training: Since learning is a continuous process, our tenured employees are put
through refresher programs periodically to ensure that our client interactions are of the highest
standard.
In addition to the above, associates from key processes are required to go through the Oral
Proficiency Test. The test is conducted by Ordinate Corporation, a wholly-owned subsidiary of
Harcourt Assessment, Inc., USA. Ordinate is the first company to develop a completely
automated method for testing spoken language and was awarded the Technovation Award from
the American Teleservices Association (ATA) for its leading efforts in developing automated
voice testing capabilities.

Mahindra and Mahindra BSG is the first Indian BSG to win the Golden Peacock National
Training Award 2007, awarded by Institute of Directors (IOD).
Product & Process Training
All new employees undergo rigorous and thorough training on areas related to the products and
processes of each line of business. In addition to providing classroom training, there is equal
focus on providing practical hands-on training for each employee. This is further reinforced by
our practical approach to assessing competencies at the end of training. Assessments are a
combination of written tests and mock calls that gauge the combined skills of process knowledge
and communication capability of the employee.
Behavioral and Professional Skills Training

66

Mahindra Satyam is a global player in Information, Communication, and Technology (ICT).

We provide enterprise business solutions, infrastructure services, industry native solutions,
integrated engineering solutions, consulting services, application development and management
services, and business process outsourcing to more than 350 clients in 35 countries.
Our wide-ranging expertise allows us to construct comprehensive strategies based on analysis of
industry trends. Over 90 percent of our employees are engineers and business graduates with
extensive background in IT and customer service.

Were passionate about the potential of computer-based learning to transform both peoples lives
through better jobs and entire industries through a more productive workforce. Our training
centers and courses have delivered 9.2 million learning hours, with 70 percent delivered
virtually. To date, trainees have completed 684,000 online courses.
.
We are a leader in quality. We were the first company in the world to receive ISO 9001:2000
certification, among the first ten to attain CMM Level 5, and the third to be BS 25999 certified
on business continuity. We are also certified at Level 5 in both our CMMI for Development
Version

1.2

for

more

PATHFINDER Maturity.

than

ten

business

units

and

our

Automotive

SPICE

We have received ISO 20000 for Networks and Systems,

AS9100/EN9100 for Engineering Solutions, Payment Card Industry certification (PCI-DSS 1.1)
for our banking vertical, and ISO 27001 Global Certification and ISO 9001:2000 for all services.

RESEARCH METHODOLOGY
OBJECTIVES OF THE STUDY
The project report is based on the topic A study on Training and Development in Mahindra and
Mahindra. The following are the objectives of the project report:

To find out the detailed procedure of human Resources Department of Mahindra and
Mahindra regarding the supply of human resources to company.

67

For understanding the techniques & methods used in the process of training &
development.

To understand the training and development policy of the company.

To know about workers job satisfaction etc. with the help of questionnaire.

To suggest measures to overcome the shortcomings if any

METHODOLOGY
Research Methodology defines the process or the procedure followed in conducting research.
The research carried out for Mahindra & Mahindra was undertaken in order to find how effective
the Human Resources Department is carrying out the basic functions of training & development.
The methodology involves primary data collection.
The methodology used by me was to take interview to collect the data. For this purpose I
prepared a set of 10 questions. For my purpose I select only staff and left the managers. My
sample size was 100 people.
Primary Data:- Interviews through Questionaire.

Through conducting structured interviews with HR Manager, Director & Managing

Director.

Employees of the company.

Sample Size:
Questionnaire was filled up by 25 employees doing permanent & temporary kind of job at the
company. (It includes sales & Maintenance people.)
Analysis:
Interpretations of the questionnaire are given ahead in this project in the form of graphs, tables &
percentages.
Information Analysis
The data collected from both companies is put before you in theoretical form. The data collected
through questionnaire is compiled & put in form graphs, tables & percentage form.
RESESARCH
METHODOLOGY

68

Research Methodology:
It is the specification of the methods and procedures used for acquiring the information needed.
In short, it is the master plan for conducting the research study. It should be noted that a Research
Methodology is unique to a Research Design.
It includes:
Research Type:
Sample Size:
Sampling Procedures:
Time of Collection:
Limitations of Research:
Research Type:
As my project focused majorly on the Store Operations of Mahindra store Kanpur and not the
customer taste and preferences so I took help of DESCRIPTIVE RESEARCH STUDIES.
Descriptive Research involves the description of the characteristics of the variable, description of
the extent of association between variables and it allows the researcher to infer about the
variables. Like in this case, the variables were analyzing Footfall, Catchment Area and the
Average Ticket Size of the customers.
Descriptive studies provide a sound basis for the solution of the problem; even though they do
not explain the relationship among the variables.
I took the base of DESCRIPTIVE RESEARCH because I worked on the data provided by the
store i.e. it was secondary data (total footfall, total sales, total no. of customers etc.) for a month
and I knew which parameters to work upon. Also I interviewed the customers and observed their
buying behaviour towards Store. As Descriptive research design are used when the researcher
has a substantial data about the problem and of the variables that are to be measured. In this case
I knew which all areas need to be covered up and analyzed thoroughly.

69

Sample Size:
I took one month data from the Mahindra Store i.e. from 1 June to 30 June. It included Total
Footfall, Total Customers, Total Sales, Average Sales per Customers, No. of items sold and
Conversion Ratio. For the questionnaire filling I took a sample of 50 people from the nearby
locations (Bada Churaha Civil Lince Mall Road Birhana Road X Press Road Other etc.). I also
interviewed those who visited the store regarding the Store Ambiance, Assortments of products
and the Services provided.
Sampling Procedure:
For the purpose of determining population characteristics instead of enumerating entire
population, the individual in the sample are only observed. Then the sample characteristics are
utilized to approximately to determine the population.
The type of Sampling Procedure which I have chosen is Convenience Sampling. Convenience
sampling is a generic term that covers wide variety of Adhoc procedures for selecting
respondents.
Convenience Sampling means that the sampling units are Accessible, Convenient, easy to
measure, co-operative and articulate. Considering the accessibility factor I selected Kanpur area
for the study.
I interviewed the customers and analyzed the given data through my own convenience and
expertise.
Communication Based Technique- In this technique data was collected by asking a set of
question and receiving a response. Two people are necessarily involved.Like
Questionnaire.
Observation Based Technique-In this technique data was collectedby studying the objects
of interest likewise my object of interest were the customers and their buying pattern and
what they perceive about the store. I observed them on a daily basis for apprx 30-35
mints.
Also customers were interviewed regarding the availability of products and services,
layout of the store etc.(as mentioned in the questionnaire).
Time Of Collection

70

Time of collection of my research study was 1 month of analysis the Catchment area, Footfall
And average Ticket Size of the Customers. In one month time I was able to understand the trend
of the Store and also how various store related activities like dumping, indenting, markdown,
assortments of the products were done.
Limitations Of The Research:
The major limitations which I faced during my project were:

A particular stores trend cannot be generalized over the entire shows in Kanpur.

Authenticity of the response of the customer cannot be ascertained.

Most of the consumer prefers to go for local market.

There was limited consumer base.

Advertising strategy is not good in Kanpur

People are at times hesitant to respond to surveys.

Research based on Kanpur city.

Lack ofexpertise.

FINDINGS AND RECOMMENDATIONS

FINDINGS AND RECOMMENDATIONS:
These 7 weeks of my internship was a good learning experience for me. I was exposed to the
practical aspects of Marketing and Retailing. While carrying out this project work at Kanpur, I
71

got the opportunity to gain a substantial knowledge about the Retail market Scenario. After
completing this project, there were certain suggestions and recommendations in my mind which
would help in the promotion of the product in a better way. They are:
Visibility of the products should be increased.
Since not much promotional activity is undertaken by the Company, product and brand
awareness is very low among the masses. There are no promotional advertisements on
television. While its major competitor JUMBO had very earlier aired its advertisements
on television. Proper promotional activity should be undertaken in order to enhance the
visibility of the product.
Advertisements should be given on the high circulation newspapers of the region.
Services of Mahindra should be improved.
As per the customers feedback, many of the people were not satisfied with product as
well as the customer service provided by the Mahindra. This was one of the few reasons,
why people were reluctant to buy Mahindra product.

Close link should be established with customers through customer relations programs
and try to meet their requirement regarding product and services and to make them aware
about both product and promotions.
.

Come with promotion in vernacular languages.

In order to counter challenges of home delivery service by local retailers, channelize

among customers the idea of getting acquainted with more variety of products when they
visit store. And come with more promotional offers on weekends and holidays.

Promote the areas where Mahindra Digital stores, have an upper hand like correct weight
and measures, values packs of goods, quality service and ambience.
In minds of consumers, Mahindra Digital has two basic features:(i) The product is live experience
(ii) The price is lower when compared with the local markets and other competitors.
Rightsizing is desired in certain stores. A large area is occupied by categories like
apparels which have very limited sales but rent has to be paid for the area.

Long queues too often discourage people to shop in Mahindra Digital store especially the
customers who purchase smaller quantities of good product. So number of tills in each

72

store should be between depending upon factors like and stateside. In rush hour i.e..
Between 5pm 9pm reserve at least one till (bill counter) for small quantity purchases.
Differentiate the Mahindra Digital stores in clusters themselves in their appearance (i.e..
Colour combination store furniture etc.) In order to generate consumer interest. Also keep
on changing after certain time.

DATA ANALYSIS AND INTERPRETATION

1-Your organization considers training as a part of organizational strategy. Do you agree
with this statement?
NO. OF

PERCENTAG

RESPONDENTS

AGREE
AGREE
SOME WHAT

13
1

52
4

AGREE
DISAGREE
TOTAL

4
7
25

16
28
100

RESPONSE
STRONGLY

Interpretation
The above graph indicates that organization considers training as a part of organizational
strategy.
QUES 2): How many training programs do you attend in a year?
RESPONS

NO. OF

PERCENTA

E
LESS

RESPONDENT

GE

14
2

56
8

THEN
01
02

73

03
MORE
THAN 3
TOTAL

24

3
25

12
100

INTERPRETATION
The above chart indicates that less training programs are held in the organization.
QUES 3): To whom the training is given more in your organization?
RESPONSE
SENIOR STAFF
JUNIOR STAFF
NEW STAFF
BASED ON

NO. OF
RESPONDENT
3
5
6

REQUIRTMENT
TOTAL

PERCENTAGE
12
20
24

11
25

52
100

INTERPRETATION
The graph indicates that the important barriers to training and development in the
organization is non-availability of skilled trainers.
QUES 5): Enough practice is given for us during training session? Do you agree with this
statement?
NO. OF
RESPONSE

RESPONDEN
T

STRONGLY

AGREE
AGREE
SOME

PERCENTA
GE

14
2

56
8

6
3
25

24
12
100

WHAT

AGREE
DISAGREE
Total

INTERPRETATION
The above graph indicates that enough practice is given for employees during training sessions.
QUES 6): The training session conducted in your organization is useful. Do you agree with this
statement?
74

RESPONSE

NO. OF

PERCENTAG

RESPONDENT

STRONGLY
AGREE
AGREE
SOME WHAT

15
5

60
20

AGREE
DISAGREE
TOTAL

5
0
25

20
0
100

INTERPRETATION
The above graph indicates the training sessions conducted in the organization is useful.
QUES 7): Employees are given appraisal in order to motivate them to attend the training. Do it
agree with this statement?
RESPONSE

NO. OF

PERCENTAG

RESPONDENT

STRONGLY
AGREE
AGREE
SOME WHAT

14
6

56
24

AGREE
DISAGREE
TOTAL

3
2
25

12
8
100

FINDINGS
From the study

50% of employees are satisfied with the training.

59% of employees are satisfied training strategies.

41% of employees are satisfied with the need of the development.

75

39% of employees are satisfied with the training programmes.

45% of employees are satisfied with the training levels.

43.5% of employees are satisfied with the important barrier of the training.

44% of employees are satisfied with the training sessions.

RECOMMENDATIONS
On the basis of survey through questionnaire, I hereby humbly propose my recommendation to
carry out further improvement in existing training and development activities in Mahindra and
Mahindra.
Efforts for making training and development formats user friendly should be kept continued.

SERVICE
Customization Services
Were pioneering automotive customization in India, transforming the mass produced
vehicle into an expression of your own tastes, needs, and personality.
Once you pick out your automobile, we offer you an array of customization menus to
completely revise the look and feel of your car. Change everything from details like
color and spot lamps to the structure itself by restyling the body shell, hood, and
bumpers. Overhaul the interior from carpeting to the central console to the number and
type of seats.
We invite you to tell us exactly what you want from your car. Literally.
Design Services

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We offer customized design services through our Italy-based design house, Mahindra
Graphic Research Design. We focus on style, engineering, CAE (computer-aided
engineering), prototypes, and project management to partner with our clients from start to
finish.
We take a design through every phase from concept design to feasibility, detail design,
FMEA (failure mode and effects analysis), DMU (digital mockup), and SOP (standard
operating procedure) support. Weve provided two wheelers, passenger vehicles, and
light and heavy trucks with part design for BIW (Body in White), exterior and interior
trim, and instrument panels.
Finally, we offer project management services. Let us take care of deadlines and
milestones management, resource and supplier management, and quality procedures. We
also provide product to market support including homologation procedures, testing, and
SOP in product plants.

Financial Services
We consider rural financing to be the cornerstone of poverty reduction, rural
development and inclusive growth in many parts of the country. By extending access to
financial services to customers in rural and semi-urban areas, we give them the means to
pursue their own goals.
Today, Mahindra and Mahindra Financial Services is one of Indias premier non-banking
finance companies (NBFC) and the largest NBFC operating in rural India. We have
offices in the areas we serve so that we can provide our customers with personalized
finance solutions, and we employ over 7,000 local people so that our employees truly
understand our customers.

By providing loans to our customers based on their future earnings, we help people open
businesses when they couldnt get started otherwise. We understand that it takes money to
make money. We fund utility vehicles, tractors, and cars, construction equipment,

77

personal loans, and homes for over 1.5 million customers, and we offer low-risk fixed
deposit banking and advise customers on investments in mutual funds. Our goal is not
only to build a better financial services company, but to enable Indias future growth.

Events

The Mahindra Great Escape is Indias largest non-competitive off-road rally. It

began in 1996 when a small group of Mahindra sport utility vehicle (SUV) owners got
together for a day of off-roading adventure. Since then, its become an integral part of the
Mahindra culture.

The Great Escape gives Mahindra owners the chance to fully explore their vehicles
capabilities. Known for their rugged power, Mahindra vehicles excel when they are put
to the test. Our expert teams map out challenging routes through mud, slush, sand, and
rugged terrain across India. Sections requiring skillful driving are monitored by experts
on hand.

Since 1996, weve held 62 rallies across India in exciting locations including Jodhpur,
Siliguri, Bhopal, Munnar, Chandigarh, Mandawa, Coorg and Goa. Join us this year for a
thrill youll never forget.

Components
We entered into the components industry (known internally as Systech) as India's global
competitiveness took off. Leveraging our domain expertise in the automotive and farm
equipment sectors and a series of acquisitions, we have grown rapidly in skill and scale.

78

Today we run art-to-part manufacturing units across India, Germany, Italy, and the UK which
help companies around the world build better products using our expertise in processes like
forgings, castings, gears, stampings, steel, ferrites, contract sourcing, composites, and
more. More than 12,000 of us are at work on a full range of components for use in industries like
electrical, medical equipment, power, defense, aerospace and more. We also provide full service
art-to-part solutions to our customers by integrating design, manufacturing, and sourcing
capabilities.
Construction Equipments

Mahindra & Mahindra entered the Construction Equipment industry in February

2011 with the launch of the Mahindra EarthMaster Backhoe Loader. Already one of the worlds
largest markets, demand for construction equipment is growing in India. Our unparalleled dealer
network makes the Earth Master available across the country.
Manufactured at our state-of-the-art facility at Chakan, Pune, the EarthMaster offers unmatched
fuel economy and meets stringent global emissions norms. It also offers a unique intelligent
communication system that keeps owners informed about their machine through SMS updates on
daily work reports, engine oil levels, and more. Combining excellence in customer service and
technology, our entry into Construction Equipment will support infrastructure development
across India.
Consulting Services
Our consulting services spread across two key areas in the evolution of the Indian business
environment: information security and infrastructure development. As the business environment
becomes more complex, competitive, and challenging, companies increasingly need expert
guidance to optimize their non-core activities.
Through our consulting services, we help companies keep up with the fast-changing business
climate. Our Special Services Group is constantly reevaluating its information security and risk

79

management processes as the environment shifts, dealing with known threats and anticipating
future risks. Mahindra Water Utilities is partnering with the government to provide high quality
water to businesses and homes in Tirupur, a critical region for the textile industry. And Mahindra
Consulting Engineers is shaping the development of infrastructure across the country,
influencing the building blocks for regional economic growth. We are on the crest of the wave of
the changing business world, smoothing the way forward for our clients across many key
industries.

Companies

Mahindra & Mahindra-Automotive Division

Mahindra Graphic Research Design
Mahindra Navistar Automotive
Mahindra Navistar Engines
Mahindra Reva Electric Vehicles
Mahindra Vehicle Manufacturers
Ssangyong Motor Company

Tech Mahindra
Since its inception in 1986, Tech Mahindra has experienced vigorous growth thanks to a
rapidly expanding global footprint, constantly evolving service portfolio, enriching partnerships
and continued trust from the worlds leading telecommunications companies. As our clients
asked more of us, we expanded our services to meet and then exceed their expectation

Our IT capabilities cover business support systems (BSS), operations support systems (OSS),
network design and engineering, next generation networks, mobility, security consulting, testing,
and other areas related to the world of communications. Our dedicated pool of 35,200
professionals offer you comprehensive IT solutions via consulting, application development and
management, network services, solution integration, product engineering, and infrastructure
management services.
We also offer Business Process Outsourcing to allow our clients to focus on their core businesses
in an increasingly competitive environment. By focusing on innovative process frameworks and

80

methodologies to sharpen clients ability to address challenges, weve helped telecom clients
address the constant evolution of their markets.
Tech Mahindra centers are ISO 9001:2000 certified. Our workforce development practices are
ranked at the highest People Capability Maturity Model (PCMM) level. Weve also been
certified for SEI-CMMI Level 5, SSE-CMM Level 3, ISO 20000-1 (IT Service Management
Standard) and ISO 27001 (Security Management Standard).

81

CUSTOMER EXPERIENCE
Mission Happiness by Mahindra Digital
Experience:
shopping like never before Mahindra Digital, the consumer electronics & durables arm of
Mahindra Retail and Indias largest CDIT player has come up with a novel initiative for its
customers to get a feel of a never-before electronics shopping experience. Come August and
Mahindra Digital has embarked on a campaign named Mission Happiness where the entire
shopping experience for electronic and digital products has undergone a unique transformation.

Starting 4th August 2012, Mahindra Digital is focusing on three major areas that help its
customers in getting maximum value out of their electronics shopping. The first is Technology
& Entertainment Experience Zones inside every Mahindra Digital store where customers can
see, touch and feel technology from the best brands before actually deciding to buy. These
specially designed Zones will help customers get a real-life feel of all the latest electronics
brands.

82

Another key objective of Mission Happiness is to

provide

expert sales advice to customers through sales

advisors

who have undergone extensive training. These sales

advisors

are always ready to provide in-depth information

about

electronics as well as technology solutions so that

the customer is able to make well-informed
decisions.

RESEARCH OBJECTIVE
Research Objectives:
Research is one of the most vital part of the survey and is related to collection of information
and knowledge. Marketing Research is defined as the systematic design, collection, analysis,
and reporting of data and findings relevant to a specific marketing situation facing the
company. .
My main research objectives were as follows:
1. Building knowledge base on customers, competitors and markets for Mahindra store and
transferring that knowledge between strategic business unit and among key managers.
2. Conducting primary market research for Mahindra Digital Kanpur to ensure that projects
meet there objectives, are cost effective and avoid duplication of other work.
3. To measure the no. of customers visiting Mahindra Digital and their conversion ratio.
4. To explore the catchment area of Mahindra Digital Kanpur
5. To calculate the average amount of purchasing/day of the customers.
6. To get the concept of retailing and other related terms in context with Mahindra store.

83

7. To understand the consumer response and their preferences.

8. To understand the method of dissemination of information in the various management
stratus of Mahindra Digital.
9. To anticipate prospective consumers for the store.

DATA ANALYSIS

PRICE
Q.1: Are you satisfied with the price of the Mahindra Digital Store?
a) Satisfied
b) Unsatisfied
c) Cant say
60
50
40
30

Series 3

20
10
0
1

Satisfied
unsatisfied

cant say

Table No.1
Notes
55% consumer was saying they are satisfied with price.
37% consumers were saying they are unsatisfied with price.
8% consumers were saying they cant say.

84

ADVERTISING
Q.2: Are you satisfied with the advertising efforts of the Mahindra Digital Company?
a) Satisfied.
b) Unsatisfied.
c) Cant say.
60
50
40
30

Series 3

20
10
0
1

31
Satisfied

52
unsatisfied

17
cant say
Table No. 2
Notes
31% consumers are satisfied with advertising of Mahindra Digital.
52% consumers are unsatisfied with advertising of Mahindra Digital.
17% consumers are saying they cannot say.

85

LOOKS OF THE MAHINDRA DIGITAL

Q.3: Are you satisfied with the look of the Product?
a) Satisfied
b) Unsatisfied
c) Cannot say
70
60
50
40
Column1

30
20
10
0
1

65
Satisfied

30
Unsatisfied

5
Cant say
Table no. 3
Notes
65% consumers were saying they are satisfied with look.
30% consumers were saying they are unsatisfied with look.
5% consumers were saying they cant say.

86

RESALE VALUE
Q.4: Are you satisfied with the resale value of the Mahindra Digital Product?
a) Satisfied
b) Unsatisfied
c) Cant say
60
50
40
30

Column2

20
10
0
1

28

54

18

Cant say Satisfied unsatisfied

Table no.4
Notes
28% consumers were saying they are satisfied with resale value of Mahindra Digital.
54% consumers were saying they are unsatisfied with resale value of Mahindra Digital.
18% consumers were saying they cant say.

87

OCCUPATION
Q.5: What s the occupation of respondents?
Businessman
Student
Professional
Others
N

E N

B U S I N E S S M A N

S
8

S T U D E N T S

P R O F E S S I O N A L

O T H E R S

88

50
45
40
35
30
25

Series 3

20
15
10
5
0
1

8
Businessman

45
student

37

10

professional

others

Notes
Under this market survey we can analyze the most of the consumer are student and professional.

AFTER SALES SERVICE

Q.6: Are you satisfied with the after sales service of the Mahindra Digital Company?
a) Satisfied

89

b) Unsatisfied
c) Cant say
60
50
40
30

Column1

20
10
0
1

28

54

Satisfied unsatisfied

18

cant say

Table No. 6
Notes
28% consumers were saying they are satisfied with after sales service of
Mahindra Digital.
54% consumers were saying they are unsatisfied with after sales service of
Mahindra Digital.
18% consumers were saying they cant say.

AGE GROUP
Q.7: What is the age group of respondent?
a) 18-20
b) 21-30
c) 31-45
d) 45 & above
Age Group:
Mostly consumers surveyed by me were of the age group of 21-30 and 31-45.
A G
1
2
3
4 6

E
8
1
1
a n

G
d

O U
2
3
4
b o v

90

P
0
0
5
e

N O .
3
4
1
8

O F

C U S T O M E R S
5
1
6

45
40
35
30
25
20
15
10
5
0
1

35

41

16

8
18-20

21-30

& above
Table No.7

Billing Experience
Q.8: In your experience, how long is the time taken for the billing?
a. 10 mints.
b. 10 15 mints.
c. 15 20 mints.

91

31-45

46

45
40
35
30
25
20
15
10
5
0
1

10
Satisfied

10-15
unsatisfied

15-20
cant say

Table No.8
NOTES
35% Consumers were saying they are satisfied with Billing Experience of
Mahindra Digital.
40% Consumers were saying they are unsatisfied with Billing Experience of
Mahindra Digital.
15% consumers were saying they cant say.
Q.9: What is the income Group of respondents?
a) 0-5000
b) 5001-15000
c) 15001-25000
d) 25001and above

92

45
40
35
30
25
Series 3

20
15
10
5
0
1

33
0-5000

39
5001-15000

18
15001-25000

10
25000&above

Table No.9
Notes
The consumers questioned by me were mostly income group of 5001-15000.

PICK UP
Q.10: Are you satisfied with the pick-up of the Mahindra Digital?
a) Satisfied
b) Unsatisfied
c) Cant say

93

50
45
40
35
30
25
20
15
10
5
0
1

35

45
Satisfied

17
unsatisfied
cant say
Table No.10
Notes
35% consumers were saying they are satisfied with pick-up of Mahindra Digital.
45% consumers were saying they are satisfied with pick-up of Mahindra Digital.
17% consumers were saying they cant say.

CONCLUSIONS
This study was a learning experience for me and I came to know the training and development
programs in Mahindra and Mahindra, Kanpur was positive in response but still more training and
development is needed in Mahindra and Mahindra. So that the employees are motivated time by

94

time and they should know their strength & weakness so that they can work on it & improve
their knowledge & skills for the betterment of their organization.
In the last but not the least I conclude that all the training and development programs of company
are highly effective & beneficial to the employees in giving their best contribution to their
personal growth & development as well to meet the organizational object

95

BIBLIOGRAPHY

Philip cotter books

www.google.com
www.wikipedia.com
Mahindra and mahindra official website
www. Businessword.com
www.autoword.com
www.to gear.com
www.gaddi.com

96

ANNEXURE
(Questionnaire)

Dear Sir, please fill given below:

Personal Details
Name

: _______________________

Sex

: _______________________

Age: below 20 yrs

20-30 yrs

30-40 yrs

40-50yrs Above55 yrs

Educational Qualification

: _______________________

Marital status

: _______________________

Department

: _______________________

Designation

: _______________________

Experience: Less than 1 yrs

1-2 yrs

2-5 yrs

Above 5 yrs

Q.1: Are you satisfied with the price of the Mahindra Digital?
Satisfied
a) Unsatisfied
b) Cant say

Q.2: Are you satisfied with the advertising efforts of the Mahindra Digital Company?
a) Satisfied
b) Unsatisfied
c) Cant say
Q.3: Are you satisfied with the look of the Product?
a) Satisfied
b) Unsatisfied
c) Cant say

97

Q.4 :) which bike do you have?

a) Hero Honda
b) Bajaj 19
c) Any other

Q.5 :) Which Model do you Have?

a) Hero Honda Bajaj
b) Splendor
c) Passion
d) Discover
e) Any other

Q.6 :) In which family Income level do you Fall?

a) 100000-200000
b) 200000-300000
c) 300000-400000
d) above 400000

Q.7 :) Are you satisfied with the resale value of the Mahindra Digital?
a) Satisfied
b) Unsatisfied
c) Cant say

98

Q.8 :) what is the occupation of respondents?

a)
b)
c)
d)

Businessman
Student
Professional
Others

Q.9 :) Are you satisfied with the after sales services of the Mahindra Company?
a) Satisfied
b) Unsatisfied
c) Cant say
Q.10 :) What is the age group of respondents?
a)
b)
c)
d)

16-20
21-30
31-45
46 & above

Q.8: Are you satisfied with the billing experience of the Mahindra Digital?
a) Satisfied
b) Unsatisfied
c) Cant say
Q.11) what is the income group of respondents?
a)
b)
c)
d)

0-5000
5001-15000
15001-25000
25001 & above

Q.12) Are you satisfied with the pick-up of the Mahindra Digital?
a) Satisfied
b) Unsatisfied
c) Cant say

Q13.) Do you want to give any suggestion about any change in the Mahindra two wheelers?

Thank you for participating in the survey.

99

100