TRAINING REPORT ON

CUSTOMER SATISFACTION

SUBMITTED TO: Mrs. RICHA (Lect. M.B.A)

SUMITTED BY: ASHISH KUMAR M 8057 M.B.A

HIMACHAL PRADESH TECHNICAL UNIVERSITY HAMIRPUR (H.P)

DECLARATION

I, ASHISH KUMAR, do hereby declare that the project entitled CUSTOMER SATISFACTION is an original work.

The contents of this project report reflect the work done by me during 1 and a half month Internship component of the Master of Business Administration of the Himachal Pradesh Technical University Hamirpur from 10 Jan 2013 to with MAHINDRA AND MAHINDRA under Decorative Sales & Marketing Department.

Place: MANDI Date: 10th Jan 2013

ASHISH KUMAR MBA 4rth Semester

Acknowledgement
I take immense pleasure in completing this training and submitting the training report. The period of 1 and a half month with Mahindra and mahindra has been a good learning experience. I would like to thank Mahindra and mahindra for giving me an opportunity to work in the company & contribute to the organization through this project. I also take this opportunity to thank all those people who made this experience a memorable one. I take this opportunity to offer my sincere gratitude to Mahindra and mahindra for providing me this opportunity of immense learning, with their organization, through this internship program. I express my sincere thanks to Mr. Mohnish Kumar (Area Sales Manager) for his guidance and co-operation throughout the work. Inspite of his busy schedule he extended full cooperation with keen interest for stimulating discussion and correct suggestions. I am immensely thankful to Mr. Nitin Sharma (Territory Sales In charge) for his help and kind cooperation time to time at his busiest.

Content

INTRODUCTION

Mahindra & Mahindra Limited (M&M) is an Indian multinational automobile manufacturing corporation headquartered in Mumbai, Maharashtra, India. It is one of the largest vehicle manufacturers by production in the Republic of India. It is a part of Mahindra Group, an Indian conglomerate. The company was founded 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 immigrated to Pakistan. The company changed its name to Mahindra & Mahindra in 1948. It is ranked #21 in the list of top companies of India in Fortune India 500 in 2011. Mahindra and Mahindra (M&M), the market leader in multiutility vehicles in India. The company started manufacturing commercial vehicles in 1945.M&M is the leader by far in commercial vehicle and the 2nd largest in passenger vehicle market. The company is the worlds 6th largest medium and heavy commercial vehicle manufacturing. Mahindra is the best known for utility vehicles and tractors in India Its automotive division, the companys oldest unit (founded in 1945), makes jeeps and three wheelers.M&Ms farm equipment sector formed in 1963 during Indias green revolution manufactures tractors and industrial engines. M&M also produces military vehicles. The company has facilities located throughout India. Mahindra & Mahindra, branded on its products usually as 'Mahindra', produces SUVs, saloon cars, pickups, commercial vehicles, and two wheeled motorcycles and tractors. It owns assembly plants in Mainland China (PRC) and the United

Kingdom, and has three assembly plants in the United States. Mahindra maintains business relations with foreign companies like Renault SA, France and Navistar International, USA. M&M has a global presence and its products are exported to several countries. Its global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd. Mahindra started making passenger vehicles firstly with the Logan in April 2007 under the Mahindra Renault joint venture. M&M will make its maiden entry into the heavy trucks segment with Mahindra Navistar, the joint venture with International Truck, USA. Mahindra produces a wide range of vehicles including MUVs, LCVs and three wheelers. It manufactures over 20 models of cars including larger, arguably more modernised multi-utility vehicles like the Scorpio and the Bolero. It formerly had a joint venture with Ford called Ford India Private Limited to build passenger cars. At the 2008 Delhi Auto Show, Mahindra executives said the company is pursuing an aggressive product expansion program that would see the launch of several new platforms and vehicles over the next three years, including an entry-level SUV designed to seat five passengers and powered by a small turbodiesel engine. True to their word, Mahindra & Mahindra launched the Mahindra Xylo in January 2009, and as of June 2009, the Xylo has sold over 15000 units. Also in early 2008, Mahindra commenced its first overseas CKD operations with the launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian Auto Group. This was soon followed by assembly facilities in Brazil. Vehicles assembled at the plant in Bramont, Manaus, include Scorpio Pik Ups in single and double cab pick-up body styles as well as SUVs.

Mahindra planned to sell the diesel SUVs and pickup trucks starting in late 2010 in North America through an independent distributor, Global Vehicles USA, based in Alpharetta, Georgia. Mahindra announced it will import pickup trucks from India in knockdown kit (CKD) form to circumvent the Chicken tax. CKDs are complete vehicles that will be assembled in the U.S. from kits of parts shipped in crates. Mahindra & Mahindra has a controlling stake in Mahindra Reva Electric Vehicles. In 2011, it also gained a controlling stake in South Korea's SsangYong Motor Company. Mahindra has launched its relatively heavily publicised SUV, XUV 500, code named as W201 in September 2011. The last 500 in the name is pronounced as 5 double-O (alphabet). The new SUV by Mahindra has been designed in-house and it is developed on the first global SUV platform that could be used for developing more SUVs. In India, the new Mahindra XUV 500 comes in a price range between Rs 14 lakh to Rs 15 lakh. Besides India, the company also targets Europe, Africa, Australia and Latin America for this model. Mahindra President Mr Pawan Goenka stated that the company plans to launch six new models this fiscal. The company launched CNG version of its mini truck Maxximo on 29 June 2012. A new version of Verito in diesel and petrol options was launched by the company on 26 July 2012 to compete with Maruti's Dzire and Toyota Kirloskar Motor's Etios.

HISTORY

Mahindra & Mahindra was set up as a steel trading company in 1955. It eventually saw business opportunity in expanding into manufacturing and selling larger MUVs, starting with assembly under licence of the Willys Jeep in India. Soon established as the Jeep manufacturers of India, the company later commenced upon the task of expanding itself, choosing to utillise the manufacturing industry of light commercial vehicles (LCVs) and agricultural tractors. Today, Mahindra & Mahindra is a key game player in the utility vehicle manufacturing and branding sectors in the Indian automobile industry with its flagship UV Scorpio and swiftly exploits India's 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 twowheeler industry by taking over Kinetic Motors in India. M&M also has controlling stake in REVA Electric Car Company and acquired South Korea's SsangYong Motor Company in 2011. The US based Reputation Institute once ranked Mahindra amongst the top 10 Indian companies in its 'Global 200: The World's Best Corporate Reputations' list.

CUSTMOR SATISFACTION

Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. "Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective." Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. "In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate

their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in 'absolute' terms." The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer.

OBJECTIVES OF THE STUDY

The study has been under taken to analyse the customer satisfaction towards all variant of Mahindra in Mandi (H.P) with a special reference to the Mahindra and Mahindra. The following are the objectives of study:

To gather information about customer satisfaction. To know the customer perception about features of Mahindra automobile.

To know the customer satisfaction about the safety and comfort provided by Mahindra and Mahindra. To provide suggestions, in improving the customer satisfaction and the company sales and profitability.

To know the customer satisfaction towards the after sales service offers by Mahindra and Mahindra.

COMPANY PROFILE
SHIMLA AUTOMOBILIES was established in1991.the owner of the company is Mr.Gurteg Singh Gill. The company had total nine branches and its head office situated at BHANGROTU, Distt-Mandi (H.P).the other branches are in:

Kullu Palampur Chamba Amb Jasur Hamirpur Manali Swarghat

RESEARCH METHODOLOGY

Research methodology establishing a framework of evaluation and revaluation of primary and secondary research. The techniques and concepts used during primary research in order to arrive at findings; which are also deal with and lead to a logical deduction towards the analysis and results. Research studies evolve through a series of steps, each representing the answer to key questions.

RESEARCH DESIGN

I propose to first conduct a intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research. This stage shall help me restrict and select only the important question and issue, which inhabit growth and segmentation in the industry. The various tasks that I have undertaken the research design process are: Defining the information need. Design the exploratory, descriptive and causal research.

RESEARCH PROCESS

The research process has four distinct interrelated steps for research analysis it has a logical and hierarchical ordering:-

Determination of information research problem. Development of appropriate research design. Execution of research design. Communication of results.

Each step is viewed as a separate process that includes a combination of tasks, steps and procedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and on-going.

EXPLORATORY RESEARCH

The method I used for exploratory research was Primary Data Secondary Data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data which is previously gathered data. An example is information gathered by questionnaire. Qualitative or quantitative data are newly collected in the course of research consists of original information that comes from people. Primary data is basically collected by getting questionnaire filled by the respondents.

SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose. Secondary source of data

consists of websites and other information that is provided by company. DESCRIPTIVE RESEARCH Steps in the descriptive research: Identification of information needed to solve the problem. Selection or development of instruments for gathering the information. Identification of target population and determination of sampling plan. Design of procedure for information collection. Collection of information. Analysis of information. Generalizations and/or predictions.

DATA COLLECTION Data collection took place with the help of filling questionnaires. The questionnaires method has come to the more widely used and economical means of data collection. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions, written or oral. I found it essential to make sure the questionnaire was easy to read and understand to all spectrums of people in the sample. These questionnaires were personally administered. The first hand information was collected by making the people fill the questionnaires. The primary data collected by directly interacting with the people. The data was collected by interacting with 150 respondents who filled the questionnaires and gave me the required necessary information.

SAMPLE SIZE I have targeted 150 people in the age group above 20 years for the purpose of the research. The target population influences the sample size. The target population represents the MANDI regions. The people were from different professional backgrounds.

ORGANISATIONAL STRUCTURE

Managing Director

Director

General Manager

Team Leader

Sales Manager

H.R Manager

Finance Manager

ANNEXURE QUESTIONNARE
I ASHISH KUMAR, pursuing MBA at HIMACHAL PRADESH TECHNICAL UNIVERSITY, HAMIRPUR (H.P). I am carrying out a research on CUSTOMER SATISFACTION in MAHINDRA and MAHINDRA. Kindly facilitate the completion of research by filling up the questionnaire. A) In this section you are going to be asked about your personal details. I assure you that your details will be kept confidential. 1. Your age category: a) Less than 25 years c) 35-44 years e) 55 years and above 2. 3. Gender: a) Male b) Female b) 25-34 years d) 45-54 years

Educational qualification: b) Secondary level d) Masters/Ph.D

a) Below secondary level c) University degree bachelor e) Others, specify 4.

Your monthly income category (in ): b) 10,001 to 20,000 c) 20,001 to 30,000

a) upto 10,000

d) 30,001 to 40,000 5. 6. Marital Status:

e)

40,001 to 50,000 a) Married

f) 50,001 and above b) Single

Which of the following best describes your current profession? a) Professional/Administrative c) Student e) Others, (Specify) b) Academic/Education d) Own business

7.

Name:

8. Kindly give your suggestion for improvement in MAHINDRA AND MAHINDRA services.

9. 10.

Address: Phone No. / Email Id:

II.

Indicate your extent of satisfaction or dissatisfaction with each statement by enriching the appropriate number. The meaning of the number is as:

1 Strongly dissatisfied

2 Dissatisfied

3 Neutral/neither satisfied nor dissatisfied

4 Satisfied

5 Strongly satisfied Mark

Sr. No. 1. 2. 3. 4.

Statement Are you satisfied with the safety and comfort of Mahindra and Mahindra? Customer opinion towards fuel consumption. Customer opinion towards design. Customer opinion towards space availability in Mahindra and Mahindra auto.

5. 6.

Customer satisfaction towards maintenance of Mahindra auto.. Are you satisfied with the services provided by Mahindra and Mahindra?

Thank you very much for your valuable cooperation in this study

1) Age Group: Sr.No Age Group (in years) a) b) c) d) e) Less than 25 25-34 35-44 45-54 55 above Total No of respondents 17 33 40 35 25 150

RESPONDENTS

less than 25 25-34 years 35-44 years 45-54 years 55 above

2) GENDER: GENDER MALE FEMALE TOTAL

160 140 120 100 80 60 40 20 0 RESPONDENTS MALE FEMALE

RESPONDENTS 137 13 150

EDUCATIONAL QUALIFICATION SR.No EDUCATIONAL QUALIFICATION Below secondary level secondary level University degree bachelor Masters/Ph.d others RESPONDENTS

a) b) c) d) e) TOTAL

15 47 45 23 20 150

RESPONDENTS
BELOW SECONDARY LEVEL SECONDRY LEVEL UNIVERSITY DEGREE BACHELOR MASTERS/Ph.D OTHERS

Are you satisfied with the safety and comfort of Mahindra and Mahindra?

Strongly dissatisfied 3(2%)

Dissatisfied

17(11%)

Neutral/neither satisfied nor dissatisfied 50(33%)

Satisfied

Strongly satisfied 25(17%)

55(37%)

3 25 17 STRONGLY DISSATISFIED DISSATISFIED NEUTRAL/NEITHER SATISFIED NOR DISSATISFIED 50 55 SATISFIED STRONGLY SATISFIED

Customer opinion towards fuel consumption

Strongly dissatisfied 17(11%)

Dissatisfied

23(14%)

Neutral/neither satisfied nor dissatisfied 55(34%)

Satisfied

Strongly satisfied 20(13%)

45(28%)

20

17 STRONGLY DISSATISFIED 23 DISSATISFIED NEUTRAL/NEITHER SATISFIED NOR DISSATISFIED SATISFIED STRONGLY SATISFIED 55

45

Customer opinion towards design.

Strongly dissatisfied 7(5%)

Dissatisfied

17(11%)

Neutral/neither satisfied nor dissatisfied 33(22%)

Satisfied

Strongly satisfied 23(15%)

70(47%)

7 23 17 STRONGLY DISSATISFIED DISSATISFIED NEUTRAL/NEITHER DISSATSISFIED NOR SATISFIED SATISFIED STRONGLY SATISFIED 70

33

Customer opinion towards space availability in Mahindra and Mahindra.

Strongly dissatisfied 13(9%)

Dissatisfied

27(18%)

Neutral/neither satisfied nor dissatisfied 65(43%)

Satisfied

Strongly satisfied 10(7%)

35(23%)

10

13 STRONGLY DISSATISFIED

35

27

DISSATISFIED NEUTRAL/NEITHER DISSATISFIED NOR SATISFIED SATISFIED STRONGLY SATISFIED

65

Customer satisfaction towards maintenance of Mahindra auto.

Strongly dissatisfied 8(5%)

Dissatisfied

22(15%)

Neutral/neither satisfied nor dissatisfied 40(27%)

Satisfied

Strongly satisfied 30(20%)

50(33%)

8 30 22 STRONGLY DISSATISFIED DISSATISFIED NEUTRAL/NEITHER DISSATISFIED NOR SATISFIED SATISFIED 40 50 STRONGLY SATISFIED

Are you satisfied with the services provided by Mahindra and Mahindra?

Strongly dissatisfied 5(3%)

Dissatisfied

15(10%)

Neutral/neither satisfied nor dissatisfied 30(20%)

Satisfied

Strongly satisfied 20(14%)

80(53%)

20

5 15 STRONGLY DISSATISFIED DISSATISFIED 30 NEUTRAL/NEITHER DISSATISFIED NOR SATISFIED SATISFIED STRONGLY SATISFIED

80

SUGGESTION:
Mahindra and Mahindra have to implement good customer relationship management strategy that enhances customer satisfaction level. The company should promote about the entire feature offered by it. As majority of the customer give opinion that they are satisfied with the service and design of the product of the company. There should be more advertisement for maximising the sales. And there should be need to improve sales and distribution channel. Local news paper and news channel helps the company in advertisement of the product. And company can also use other promotional technique for increasing the sales and attract new customer.

Conclusion
Mahindra and Mahindra has captured large market share in Mandi area. Majority of customer satisfied with the design of the products and maximum customer satisfied with the services offered by the company. Maximum customers has very good perception about the products of the Mahindra and Mahindra. They are also satisfied with the after sales services of the Mahindra and Mahindra.