DR.

RAFIQ ZAKARIA CAMPUS

MAULANA AZAD EDUCATIONAL TRUSTS
MILLENNIUM INSTITUTE OF MANAGEMENT
RAUZA BAUGH, AURANGABAD.


A PROJECT REPORT
ON
A STUDY OF CUSTOMERS SATISFACTION WITH RESPECT
TO MRF TYRES AURANGABAD

SUBMITTED BY

ROLL.NO. 57
GUIDED BY

IN THE PARTIAL FULFILLMENT FOR THE AWARD OF
THE DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION
DR. BABASAHEB AMBEDKAR MARATHWADA UNIVERSITY
(2013-14)
DR. RAFIQ ZAKARIA CAMPUS
2

MAULANA AZAD EDUCATIONAL TRUSTS
MILLENNIUM INSTITUTE OF MANAGEMENT
RAUZA BAUGH, AURANGABAD.



CERTIFICATE
This is to certify that Syed Zubair Ali student of M.B.A. (IV Semester) has
completed his project report on A Study Of Customers Satisfaction With Respect To
MRF Tyres Aurangabad and submitted satisfactory report as per the requirement of
Dr. BABASAHEB AMBEDKAR MARATHWADA UNIVERSITY in the partial fulfillment
of the Master of Business Administration (M.B.A) academic year 2013-14.


Miss . Padmapani Sawai Dr. Shaikh Saleem
(Project Guide) (Director)

Place: Aurangabad.
Date: / /


ACKNOWLEDGEMENT
3



It gives me an immense pleasure to acknowledge all the
people who directly or indirectly helped me during the Major
Project. My thanks go to Dr. Shaikh Saleem (Honorable Director
MIM Aurangabad), Miss. Padmapani Sawai (Assistant
Professor) who guided me for project.
My special thanks go to all colleagues, who guided and
cooperated me to accomplish my project effectively.






Syed Zubair Ali
MBA IV Semester (Marketing)
Roll No.57




DECLARATION
4



I the undersigned Syed Zubair Ali hereby declare that all
the information present in this report is based on my analytical
information, any flaw thereby would be attributed solely to me. I
also promise that the information collected from the sources would
only be used for the completion of my MBA.
I hereby declare that this report is submitted by me in the partial
fulfillment of Master of Business Administration is genuine work
of me.
It has not been submitted either fully or partially or any other
institute prior in other connection.








Syed Zubair Ali
MBA IV Semester (Marketing)
Roll No.57







5


EXECUTIVE SUMMARY

MRF Limited is the leading manufacturer of tyres in almost all segments. Being driven by
technology and product innovation, every tyre that comes out is of the highest standards and
tested to take the toughest conditions of weather on any road. MRF has diverse business
interests which also include Pretreads, Paint and Coats and Toys.
This projects shows about customer satisfaction of MRF tyres in Aurangabad city. I have
prepared a questionnaire of 15 questions and I had taken feedback of 100 customers through
which I have analyzed my data.













6

TABLE OF CONTENT

SR.NO CONTENT PAGE NO
1
INTRODUCTION 1
2
INDUSTRIAL OVERVIEW

3
3
THEORETICAL BACKGROUND

29
4
OBJECTIVES 37
5
RESEARCH METHODOLOGY

41
6
DATA ANALYZING AND INTERPRETATION 44
7
CONCLUSION


57
8
LIMITATION

60
9
RECOMMENDATIONS
10
BIBLIOGRAPHY

61

11
ANNEXURE

62







7

INTRODUCTION
The main object of every organization is to earn more profit, to achieve this object the
organization should increase its sales by getting more customer and the only way to get more
customer is that the organization should provide expected satisfaction to the customers.
Here the word customer satisfaction means the utility which customer expect from the
product and when a customer get expected utilities it is called as customer satisfaction.
MRF manufactures the largest range of tyres in India and enjoys the highest brand
preference for superior quality, company manufactures the largest range of tyres in India and
is the market leader with the largest market share it tyre industry.
Since 1984 MRF tyres has consistently been chosen as oem fitment by almost every major
car manufacturer in India apart from tyres MRF also manufacturer conveyor belts, pretreads
and advanced polyurethane paints.
Here every customer of MRF is getting satisfaction and it may analyzed by the following
information
MRF own No. 1 award for customer satisfaction by J.D Power Asia pacific for
2001&2002

It is also created good brand name in other countries also, and it is the first Indian
company to export tyres to the US, the very birthplace of tyre technology. It is the
first company in India to manufacture and market Nylon tyres passenger tyres
commercially.


8

MRF is providing huge number of products to the customer as per the requirement
and need.

They provide more warranties to the customers and it will shows that the company
has confident on its product.
So as per the above information it found that the customer satisfaction towards MRF tyres is
good.













9

INTRODUCTION OF OK TYRES
Establishment:
On Feb 7
th
2006, the OK Tyres authorized dealer for MRF tyres. It was inaugurated by Shri
Charantimath Prabhu Swamiji & Asst District Manager Mr. Paul Alplar, regional office,
Aurangabad.
MRF company follows the corporate identity for the establishment of showrooms across the
country.
Corporate Identity:
It means the company has its policy in respect of land, building, paints & timing of
showroom.
It considers the following factors while starting a showroom as per the Corporate Identity.
i) Location: Every commercial phenomena needs a good location. It up lifts the
business process. OK Tyres situated in a main road and it is connected to a bus
stand.
ii) Building: For customer attraction a well planned infrastructure is essential. It has
500 sq. ft area of show room. As well as 200 sq feet for gowdown, which is
connected with show room.
iii) Machinery: To install the tyres in proper way it has different machines like ..,
a) Tyre Fermant machine
b) Air Compressor
c) Wheel alignment tooling machine
iv) Labours: The labours are the base for any organization. And in Aurangabad,
there is no problem for required labours for this business. OK Tyres has sufficient
and skilled workers.
v) Key Competitors: Newly established Appollo Tyres Show rooms and other local
branded tyre showrooms. But these have not any significant effect on show room
activities .


10

MRF COMPANY PROFILE
1946 - A year to remember India was on the threshold of independence. A young
entrepreneur, K.M. Mammen Mappillai, opened a small manufacturing unit where balloons,
latex cast squeaking toys and industrial gloves were manufactured little did he realize then
that the company he started would grow to become the no.1 tyre manufacturer in India.
MRF established its first office in 1949 at Chennai, Tamil Nadu, and India. The company
began as a manufacturer of toy balloons and other rubber products and then later on moved to
manufacture tyres in 1961.
Today MRF is into a league of its own with: MRF manufactures the largest range of tyres
in India and enjoys the highest brand preference for superior quality, company manufactures
the largest range of tyres in India and is the market leader with the largest market share it tyre
industry.
Since 1984 MRF tyres has consistently been chosen as oem fitment by almost every major
car manufacturer in India apart from tyres MRF also manufacturer conveyor belts, pretreads
and advanced polyurethane paints The milestones achieved while being such a progressive
and vibrant company, is also recognized by the corporate world through a number of awards
like. Voted as one of the Indian most admired marketing companies by A & M leading
advertising and marketing and marketing journal. No. 1 award for customer satisfaction by
J.D Power Asia pacific for 2001&2002 Most ethical company in India by business world, a
leading business magazine.



11

Industrial Overview

Indian Tyre Industry to Register a Growth of 9-10% in the Next 5 Years

The Indian Tyre Industry produced 736 lakh units of tyres (11 lakh tones) garnering Rs.
19000 crores in FY07. MRF Ltd. was the market leader (22% market share) followed closely
by Apollo Tyres Ltd. (21%). The other major players were JK Tyre & Industries (18%) and
Ceat Ltd.(13%). The Indian tyre industry is characterized by its raw material intensity (raw
material costs account for approximately 70% of operating income), capital intensity, and
cyclicality, fierce competition among the top players, low bargaining power and resulting low
margins. The top players are now focusing on branding their products and strengthening their
distribution network so as to increase their market share.
12

The industry derives its demand from the automobile Industry. While OEM market off take is
dependent on the new vehicle sales, replacement market demand depends on the total
population of vehicles on road, road conditions, vehicle scrapping rules, overloading norms
for trucks, average life of tyres and prevalence of tyre retreading.
The main category of tyres produced in the country is that of Truck & Bus tyres. These tyres
accounted for 57% of the total tyre tonnage production in FY07 followed by LCV tyres
which accounted for 9% of the total tyre tonnage production. Approximately 53% of the total
tyre tonnage off take was by the replacement market, 31% by OEM and 15% by the export
market in FY07. The industry tonnage production registered a 5 year CAGR of 9.69%
between FY 02-07. The largest category of Truck & Bus tyres recorded a 5 year CAGR of
7.85% (slower than the industry) while Light Commercial Vehicle (LCV), motorcycle and
car tyre categories grew at 15%, 16% and 14% respectively (faster than the industry). Off the
road (OTR) tyre category (customized tyres) which fetch a higher margin compared to other
tyre categories, is the fastest growing category.
The OTR tyre category has registered a 5 year CAGR of over 20% in the last five years. Most
of the top players are increasing their capacity for the production of OTR tyres so as to
improve their product mix, this being a high margin product.
The exports from the country clocked a CAGR of 13% in unit terms and 18% in value terms
in the period FY 02-07. Most of these tyres that are exported are of cross ply design. With
radicalization catching up in some of these markets, the Indian manufacturers will need to
graduate to production and export of radial tyres so as to protect their share in the export
market. Radicalization of tyres is still minimal in India.
Only the car tyre market has moved to radial tyres (95%) but in all other categories, cross ply
tyres are still preferred. Poor road conditions, overloading in trucks, higher cost of radial
tyres and poor awareness of the tyre users are the main reasons for the non transition of the
domestic market to radial tyres. However, going ahead radicalization in truck & bus tyres
may increase due to governments focus on infrastructure development.
13

CARE Research projects the Indian Tyre Industry to register a growth of
9-10% in the next five years
The Indian Tyre Industry produced 736 lakh units of tyres (11 lakh tones) garnering Rs.
19,000 crores in FY 07. MRF Ltd. was the market leader (22% market share) followed
closely by Apollo Tyres Ltd. (21%). The other major players were JK Tyre & Industries Ltd
(18%) and Ceat Ltd. (13%). The industry tonnage production registered a 5 year CAGR of
9.69% between FY 02-07.
Truck & Bus tyre category (accounting for 57% of the tonnage production) recorded a 5 year
CAGR of 7.85% (a rate slower than that of the industry) while Light Commercial Vehicle
(LCV), Motorcycle and Car tyre categories grew at 15%, 16% and 14% respectively (at rates
faster than that of the industry). Off the road (OTR) tyres (customized tyres which fetch a
higher margin compared to other tyres) category is growing at a fast pace. The OTR tyre
category registered a 5 year CAGR of over 20% in the last five years. Most of the top players
are increasing their capacity for the production of OTR tyres so as to improve their product
mix, for e.g. CEAT Ltd. is increasing its OTR capacity at its Nasik plant from 60,000 to
1,00,000 tyres by end 2008, JK Tyre & Industries is expanding its OTR capacity from 25,000
tyres to 42,000 tyres by end 2008, even smaller player like Falcon tyres is making its foray
into the OTR category.
14

The exports from the country clocked a CAGR of 13% in unit terms and 18% in value terms
in the period FY 0207. Most of these tyres that are exported are of cross ply design. With
radicalization catching up in some of these markets, the manufacturers will need to graduate
to radial tyres so as to protect their share in the export market. Radicalization of tyres is still
minimal in India. Only the car tyre market has moved to radial tyres (95%) but in all other
categories cross ply tyres are still preferred. Poor road conditions, overloading in trucks,
higher initial cost of radial tyres and poor awareness levels in tyre users are the main reasons
for the non transition of the domestic market to radial tyres. However, going ahead,
radicalization in truck & bus tyres may increase due to governments focus on infrastructure
development.
CARE Research expects the tyre industry to register a tonnage growth of 910% in the next
five years (FY 0712). The truck & bus and LCV tyre category are expected to register a
CAGR of 8% and 14% respectively (FY 0712).

MARKET PLAYERS



Indian % International %
MRF 22.00% Michelin 20.01%
Apollo 20.00% Bridgestone 18.04%
JK Tyres 19.00% Goodyear 16.09%
Ceat 16.00%

Birla 7.00%

Goodyear 6.00%

15

MRF LTD.
"Tyres with Muscle"

MRF Ltd. is the first Indian company to export tyres to the US, the very birthplace of tyre
technology. It is the first company in India to manufacture and market Nylon tyres passenger
tyres commercially. In 2004, the company's turnover crossed INR 30 billion mark. The
company was given the title of most ethical company by 'Business World' magazine after a
survey conducted in 1999.
Quick Facts
Founder K. M. Mammen Mappillai
Country India
Year of Establishment 1946 as a toy factory
Industry Tyre Manufacturing
Listings & its codes NSE: MRF; BSE: 500290
Registered Office 124, Greams Road
Chennai - 600 006
India
Tel.: +(91)-(44)-28292777
Fax: +(91)-(44)-28291844/ 0562
Website http://www.mrftyres.com/
Related Website http://www.mrf-exports.com/ (MRF Exports)



16

Segment and Brands
Truck / Bus Tyres
Light Commercial, Jeep & Utility Vehicle Tyres
Passenger Cars Tyres
Off the road tyres
Two-Wheelers Tyres
















17

MRF ranked 12th by Crain Communication
MRF, Indias largest tyre-maker, has moved up the pecking order. According to the latest
report of Tire Business, published by Crain Communications of the US, MRFs rank has
improved to 12th during 2000 from 13th during 1999.
The special report titled, "2001 Global Tyre Company Ranking", covered 72 tyre companies
across the world. Commenting on the improved ranking of MRF, executive director
(marketing), Philip Eapen told ET, "It clearly shows the intrinsic strength of MRF, brand
equity and its ability to protect bottom-line.
He said that MRF is retaining its position as number one tyre company in India for the last
several years. Its improved global ranking comes at a time when the automotive industry is
facing a tough market with tremendous pressure on margins.
At the global level, Bridgestone Corporation was ranked number one by Tire Business,
closely followed by Michelin. Among other major Indian players, J K Industries was ranked
17th against 16th in 1999 while Apollo Tyres moved up the ladder from 21 to 18 in 2000.
Ceat was positioned at 20 last year against 19 in 1999.
Eapen said MRF has emerged as the sole supplier of truck tyres to Volvo. While it is the
largest supplier of radial car tyres (40 per cent share) to Telcos Indica with a monthly supply
of 10,000 tyres.
MRF was originally started as a small manufacturing unit of balloons, latex cast squeaking
toys and industrial gloves. It was only in the year 1961 that the company started
manufacturing tyres. Today, MRF has 6 manufacturing plants in India located in Tiruvottiyur
and Arakonam in Tamil Nadu, Kottayam in Kerala, Ponda in Goa, Medak in Andhra Pradesh,
and one in the Union Territory of Pondicherry. It has a distribution network of more than
2,500 outlets in the country and exports tyres in over 75 countries globally. The company
established its first office in 1949 at Chennai, Tamil Nadu. It has overseas offices in United
Arab Emirates, Bangladesh and Vietnam.
MRF manufactures the largest range of tyres in India and it has the highest brand preference.
It makes tyres for heavy duty truck, bus, light truck, passenger car to motor sports, rally cars,
off the road earth movers, two and three wheelers, farm service and military service. It is the
market leader and has 26 per cent share in the Rs 19,00000 million Indian tyre
18

industry. Funskool India is a joint venture between MRF and Hasbro Inc., USA, the world`s
largest toy company. Funskool`s Goa plant has been making its own moulds for a number of
its products, the most popular of which are Pipsqueaks, a range of low priced baby toys. MRF
collaborated with PIRELLI to manufacture Conveyor Belting. The MRF Conveyor Belt plant
in Arkonam, Tamil Nadu, with an annual capacity of 3000 tonnes, is the most modern belting
plant in India. The company also has a paints and coating subsidiary. It manufactures
speciality coatings for wide range of applications like Metalcoat, Woodcoat Glasscoat etc.
MRF made a foray in retreading as far back as 1970. MRF Pretreads is the most advanced
Precured Retreading system in India. MRF made a foray in retreading as far back as 1970. In
the MRF Pretreads system, the tread rubber is precured from MRF`s factory. It also has the
specialised expertise required for retreading Radial Tyres. The company is an original
equipment supplier (OES) of radial tyres to Tata Indica, Hyundai Elantra, Ford Fiesta and
many other cars. Volvo also sources most of its tyres from MRF for its Indian operations.







19

PRODUCT CATEGORY IN TWO WHEELER SEGMENT

20



21







22




23



24



25






26












The company has stood Himalayan height in the tyre industry. It grabbed all most all
prestigious awards in the key areas like production, customer satisfaction, exports and
many more.

Awards and Achievements

In 2000, MRF launched smile campaign on Indian
roads.




MAJOR MILESTONES OF MRF COMPANY






27

MRF: A tough brand
An enterprise that started as a toy balloon maker in 1946 in South India quickly grew to
become one of Indias biggest and respected companies. Renowned for product superiority
and innovation, MRF continues to be the leading tyre maker in India.
MRF crossed the INR 3 bn mark and also became the No 1 tyre company in India. MRF
legend the premium nylon car tyre was introduced.
The MRF pace foundation was set up with international pace bowler, Dennis Lilli as its
director. Not long thereafter, pace bowlers trained at the foundation were selected for the
Indian cricket team. In the year 1989, MRF was the clear market leader in every tyre
segment. Once again in recognition of excellence, MRF was awarded the Vishweshwarayya
award for the Best business house in India.
MRF collaborated with Hasbro Intl USA, the worlds largest toy makers, and launched
funskool in India. Company also entered into collaboration with Vapocure, Australia to
manufacture polyurethane paint formulations and with Pirelli muscleflex, conveyor, and
elevator belting.
MRF also opened the MRF tyredrome, Indias first tyre company owned wheel care complex
at Madras.
MRF brought the 6
th
world cup boxing championship to Mumbai the first of its kind- with 39
countries participating. In 1993 & 1995 the company was voted by the far eastern economic
review as one of the ten leading corporate groups in India and a leader in Asia. During the
same time MRF was selected as one of Indias most admired marketing companies by the
readers of the A&M magazine.
The companys turn over crossed INR 15 bn in the year 1995.In 2000, MRF launched smile
campaign on Indian roads. It also launched ZVTS tyres for passenger cars in 2000.
MRF wins JD power award in 2003 & 2004. So far it has taken 6 JD awards.
IN the year 2004, MRFs turnover crossed INR 30 bn mark. In 2005, MRF wins the its third
APRC rally. In 2006, MRFs turnover crossed the 5000 crore mark.

28

DISRTIBUTION CHANNEL
The company has vertical marketing system. The structure of the marketing system.

It involves the distribution of tyres and tubes purchased from the company. The showroom
makes the purchase of tubes and tyres. For the Aurangabad regional office, and distributes
tyres and tubes to the customer through the show room.
The O.K Show room stands at the Dealers stage in the network of distribution. It performs the
operations according to the policies of the company.

FACTORY
REGIONAL OFFICE
DEALERS
( D.D.TYRE)
Main Dealer
CUSTOMER
29

























Type of tyres 2010-11 2011-12 2012-13*
Truck / Buses 22 46 60
Light Commercial
Vehicles
8 16 28
Jeep/trekker/Trax 4 6 10
Car BIAS ply 4 - -
Car radials 24 48 70
Motorcycle(Light
motorcycles)
90 150 225
Moped 5 12 15
Scooter 4 10 15
Auto & Vikram 32 80 150
Tractor rear 2 4 6
Tractor front 4 10 20
Tractor trailor 2 2 2
30

SCOPE OF THE STUDY
The study is purely based on the survey conducted in Aurangabad city and has focused on
customers. The study covers the information about the mind set which may varies from
situation & where the respondents may not be able to give required and accurate information.

PROBLEM OF THE STUDY
Profit earning has become one of the important objectives of each and every company.
It is very easy to attract new customers but retaining old customer is too difficulty only the
satisfied customer will remain loyal to the firm brands.
A person enters a showroom when he wants to purchase tyres, but before purchasing tyres he
consults so many persons about tyre. Like about price, quality, service etc, and then he make
decision to purchase.
If he finds any problem with tyres, he may change his positive attitude into negative attitude
towards tyres given by the showroom.
Considering, all above points, I have decided To study the Customers Satisfaction towards
MRF Tyres in Aurangabad.




31

THEORETICAL BACKGROUND

CUSTOMER SATISFACTION
Introduction to study the Customers Satisfaction towards MRF Tyres
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.
Measuring customer satisfaction
Organizations are increasingly interested in retaining existing customers while targeting non-
customers; measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on other options the customer may
have and other products against which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry (Bart Allen) and Brodeur between 1990 and 1998 defined
ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002
and known as the ten domains of satisfaction. These ten domains of satisfaction include:
Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental
32

Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation.
These factors are emphasized for continuous improvement and organizational change
measurement and are most often utilized to develop the architecture for satisfaction
measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry
(Leonard L) between 1985 and 1988 provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer's expectation of
performance and their perceived experience of performance. This provides the measurer with
a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and
Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described
by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation
of performance) into a single measurement of performance according to expectation.
According to Garbrand, customer satisfaction equals perception of performance divided by
expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of statements using a
Likert Technique or scale. The customer is asked to evaluate each statement and in term of
their perception and expectation of performance of the organization being measured.






33

Improving Customer Satisfaction
Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The
International Customer Service Standard (TICSS). TICSS enables organizations to focus their
attention on delivering excellence in the management of customer service, whilst at the same
time providing recognition of success through a 3rd Party registration scheme. TICSS focuses
an organizations attention on delivering increased customer satisfaction by helping the
organization through a Service Quality Model.
TICSS Service Quality Model uses the 5 P's - Policy, Processes, and People, Premises,
Product/Services, as well as performance measurement. The implementation of a customer
service standard should lead to higher levels of customer satisfaction, which in turn
influences customer retention and customer loyalty.



34

OBJECTIVES
A customer is not dependent on us we are dependent on customer , this statement is
basis thing for every firm or service sector.
Objectives are:
1. To know the customer satisfaction towards MRF tyres in Aurangabad city.

2. To know the attributes which creates customer satisfaction among MRF tyre users
in Aurangabad?

3. To know the satisfaction level of the customer with the MRF tyres.


4. To know valuable suggestion from the customer.










35

RESEARCH METHODOLOGY

To achieve the stated objective a survey was conducted at Aurangabad city regarding
customer satisfaction towards MRF Tyres provided by OK Tyres show room Aurangabad.
Primary Data:
Primary data is collected by the random sampling method. Here we have randomly
interviewed 100 customers through Questionnaire and personal interview and collected the
primary data.
Secondary Data:
These are generally published sources which have been collected originally for some other
purpose, they are not gathered specially to achieve the objectives of the particular research
project hands but already assembled.
Survey Techniques:
Once the researcher has decided to use survey method for collecting data he has to make a
decision to adopt any one of the following survey techniques.
1. Personal interview
2. Telephone survey
3. Mail survey
Questionnaire
It is the most commonly used instrument in collecting primary data. A questionnaire
consisting of set of questions presented to a respondent for his/her answer. The questionnaire
is very flexible in the sense that there are many ways to ask questions.
36

Data Collection:
Method used to collect data for the study was through survey. Survey is a systematic
collection of information directly from the respondents; survey was through personal
interview which involves collection of data through face to face communication with the help
of questionnaire.
Method of Sampling:
Aurangabad city has a huge population and persons opinion cannot be collected. So the
respondents were chosen each randomly in Aurangabad city.
Sample Size:
Sample size for the study consisted of 100 persons residing in Aurangabad city. Among them
only some of them responded and others rejected to respond as they were not interested.
Sample Unit:
Customer of O.K Tyre showroom and owners of vehicles in Aurangabad City







37

DATA ANALYSIS AND INTERPRETATION

Data Analysis:

I have conducted marketing survey on 100 customer to analysis their satisfaction
level, for this purpose I have prepared a questionnaire to collect the information from them.
Among these 100 customers, only some of them responded as per that now we will see the
analysis of the collected data.











38


1. Do you have vehicle.
Response Yes No Total
Number Of
Respondent
87 13 100
Percentage (%) 87 13 100



Interpretation:
From above data I analyze that out of 100 respondents 87 have their own vehicle and 13 do
not have vehicle.



87%
13%
Response
Yes
No
39


2. What is present fitment you have in your vehicle?



Interpretation:
From above survey 57% of respondents have MRF tyres in their present vehicles. 21% have
Good year, 18% have Apollo tyres and 4% have other company tyres in their vehicles.

57%
18%
21%
4%
Response
MRF
Apollo
Good Year
Others
Response MRF Apollo Good Year Others Total
Number Of
Respondent
57 18 21 4 100
Percentage
(%)
57 18 21 4 100
40

3. From where did you buy it?




\
Interpretation:
From above data I came to know that 42% respondents had purchased tyer from showroom,
23% from wholesaler on further analysis I found that 29% had buy tyre from retailer, 4%
from mechanic shop and 2% from others.

42%
23%
29%
2%
4%
Response
Showroom
Wholesaler
Retailer
Mechanic Shop
Others
Response Showroom wholesaler Retailer Mechanic
shop
Others Total
Number Of
Respondent
42 23 29 2 4 100
Percentage
(%)
42 23 29 2 4 100
41

4. Mostly when you change your vehicle tyre.




Interpretation:
30% of respondent said that they change their tyres after one year. 34% which is maximum
have said that they change after two years, 26% have marked on after three years and 10%
which is minimum they told that they change their tyres after four years.

30%
34%
26%
10%
Response
After one year
After two year
After three year
After three year
Response After one year After two year After three year After four year Total
Number Of
Respondent
30 34 26 10 100
Percentage
(%)
30 34 26 10 100
42

5. The following tables shows the factors which motivated the customer to
purchase the MRF TYERS




16%
18%
18%
16%
32%
Response
Friends
Brand Image
Advertisement
Relatives
Self-decision
Response
(Factors)
Number Of
Respondent
(Customers)
Percentage (%)
Friends 16 16
Brand Image 18 18
Advertisement 18 18
Relatives 16 16
Self-decision 32 32
Total 100 100
43

Interpretation:
The above table & graph shows that 32% of customers have purchased MRF Tyres by their
own decision. 16% customers have purchased MRF Tyres by their Friends
recommendation.18% customers have purchased MRF Tyres by its Brand Image.18%
customers have purchased MRF Tyres on the basis of Advertisement. 16% customers have
purchased MRF Tyres on their Relatives recommendation.















44

6. The following tables shows the level of satisfaction of customer need/purpose of
purchasing MRF TYRES


Interpretation:
The above graph shows that, 46% of people are fully satisfied with the purchase of MRF
tyres. 34% of people are just satisfied with the purchase of MRF tyres. 14% of people are
dissatisfied with the purchase of MRF tyres. 6% of people are fully satisfied with the
purchase of MRF tyres.


46%
34%
14%
6%
Response
Fully Satisfied
Satisfied
Dissatisfied
Fully dissatisfied
Response Fully Satisfied Satisfied Dissatisfied Fully
dissatisfied
Total
Number Of
Respondent
(Customers)
46 34 14 6 100
Percentage
(%)
46 34 14 6 100
45

7. As compare to other tyres the MRF TYRES are rated as below.
A) Price of Tyres




Interpretation:

30 % of customers are strongly satisfied with the price of MRF tyres.32 % of customers are
satisfied with the price of MRF tyres.20 % of customers are not satisfied with the price of
MRF tyres.18 % of customers are fully not satisfied with the price of MRF tyres.
30%
32%
20%
18%
Response
Strongly Satisfied
Satisfied
Not Satisfied
Fully Not Satisfied
Response Strongly Satisfied Satisfied Not Satisfied Fully Not
Satisfied
Total
Number Of
Respondent
(Customers)
30 32 20 18 100
Percentage
(%)
30 32 20 18 100
46

B) Quality Of Tyres:





Interpretation:

46% of customers are strongly satisfied with quality of the tyres.30% of customers are
satisfied with quality of the tyres 16% of customers are not satisfied with quality of the tyres
8% of customers are fully not satisfied with quality of the tyres
.
46%
30%
16%
8%
Response
Strongly Satisfied
Satisfied
Not Satisfied
Fully Not Satisfied
Response Strongly Satisfied Satisfied Not Satisfied Fully Not
Satisfied
Total
Number Of
Respondent
(Customers)
46 30 16 08 100
Percentage
(%)
46 30 16 08 100
47

C) Durability of Tyres





Interpretation:

46% of customers are strongly satisfied with durability of tyres. 32% of customers are
satisfied with durability or tyres 14%of customers are not satisfied with durability or tyre
9%of customers are fully not satisfied with durability of tyres.

46%
32%
14%
8%

Strongly Satisfied
Satisfied
Not Satisfied
Fully Not Satisfied
Response Strongly Satisfied Satisfied Not Satisfied Fully Not
Satisfied
Total
Number Of
Respondent
(Customers)
46 32 14 08 100
Percentage
(%)
46 32 14 08 100
48

D) Performance Of Tyres:





Interpretation:

42%of customers are strongly satisfied with performance of tyres. 35% of customers are just
satisfied with performance of tyres. 14% of customers are not satisfied with performance of
tyres.9% of customers are fully not satisfied with performance of tyres.

42%
34%
14%
10%
Response
Strongly Satisfied
Satisfied
Not Satisfied
Fully Not Satisfied
Response Strongly Satisfied Satisfied Not Satisfied Fully Not
Satisfied
Total
Number Of
Respondent
(Customers)
42 34 14 10 100
Percentage
(%)
42 34 14 10 100
49

E) Mileage Of Tyres:





Interpretation:
48% of customers are strongly satisfied with the performance of tyres. 30% of customers are
only just satisfied with the performance of tyres. 13% of customers are not satisfied with the
performance of tyres 9% of customers are fully not satisfied with the performance of tyres.


48%
30%
14%
8%
Response
Strongly Satisfied
Satisfied
Not Satisfied
Fully Not Satisfied
Response Strongly Satisfied Satisfied Not Satisfied Fully Not
Satisfied
Total
Number Of
Respondent
(Customers)
48 30
14 08 100
Percentage
(%)
48 30
14 08 100
50

8. The following tables shows the behaviour of the showroom people while taking
quotations or purchasing the MRF TYRES.




Interpretation:

34% customer says that the behaviour of showroom people while taking quotation or
purchasing MRF tyres were very friendly. 44% customer says that the behaviour of
showroom people were friendly 8% customer says the behaviour of showroom people not
friendly 14% customer says the behaviour of showroom people dont know.
34%
44%
8%
14%
Response
Very Friendly
Friendly
Not friendly
Dont know
Response Very Friendly Friendly Not friendly Dont know Total
Number Of
Respondent
(Customers)
34 44 08 14 100
Percentage
(%)
34 44 08 14 100
51

9. The following table shows the customers opinion about service charges in show room.


Interpretation:

30% of customers said that service charges are very reasonable. 42% of customers said that
service charges are reasonable. 16% of customers said that service charges are costly 12% of
customers said that service charges are very costly


30%
42%
16%
12%
Response
Very Reasonable
Reasonable
Costly
Very Costly
Response Very Reasonable Reasonable Costly Very Costly Total
Number Of
Respondent
(Customers)
30 42 16 12 100
Percentage
(%)
30 42 16 12 100
52

10. The following tables show why customer prefers MRF TYRES.


Interpretation:
38% customers prefer the MRF tyres due to the good Quality 24% customers prefers the
MRF tyres due to the reasonable price. 22% customers prefer the MRF tyres due to its
durability.16 % customers prefers the MRF tyres due to its service.


38%
24%
16%
22%
Response
Quality
Price
Service
Durability
Response Quality Price Service Durability Total
Number Of
Respondent
(Customers)
38 24 16 22 100
Percentage
(%)
38 24 16 22 100
53

11. The following tables show the problems faced by customers while purchasing MRF
TYRES.




Interpretation:
32% customer faced the problem due to lack of information. 18% customer faced the
problem due to non cooperation of show room people. 17% customer faced the problem due
to delay.34 % customer faced no problem.
32%
18%
16%
34%
Response
Lack of Information
Non co-operation of show room
people
Delay
No problem
Response Lack of
Information
Non co-operation
of show room
people
Delay No problem Total
Number Of
Respondent
(Customers)
32 18 16 34 100
Percentage
(%)
32 18 16 34 100
54

12. Are you satisfied with puncture resistance of the tyre?



Interpretation:

25% were highly satisfied with puncture resistance of the tyre, 32% are satisfied with the
given question and on further process it was found that 39% are neutral and 4% are
completely dissatisfied.

25%
32%
39%
4%
Response
Highly satisfied
Satisfied
Neutral
Highly dissatisfied
Response Highly
satisfied
Satisfied Neutral Highly
dissatisfied
Total
Number Of
Respondent
25 32 39 4 100
Percentage
(%)
25 32 39 4 100
55

13. What is your satisfaction level regarding noise level of the MRF tyre.



Interpretation:
54% of the respondent told that they are highly satisfied. 32% have marked to satisfy and
12% are neutral about the statement. 2% of the respondents are highly dissatisfied.


54%
32%
12%
2%
Response
Highly satisfied
Satisfied
Neutral
Highly dissatisfied
Response Highly
satisfied
Satisfied Neutral Highly
dissatisfied
Total
Number Of
Respondent
54 32 12 2 109
Percentage
(%)
54 32 12 2 100
56

14. How do you compare MRF tyre with other competitors?



Interpretation:
59% of respondent had response to excellent to MRF comparing from other competitors. 34%
of the people who were involve in the survey quoted good to MRF tyres, 5% said average and
remaining 2% have mark to poor.

59%
34%
5%
2%
Response
Excellent
Good
Average
Poor
Response Excellent Good Average Poor Total
Number Of
Respondent
59 34 5 2 100
Percentage
(%)
59 34 5 2 100
57

15. The following tables show the customer opinion about MRF TYRES.




Interpretation:
As per the above chart it shows the details, 28% of customers are fully satisfied. 42% of
customers are satisfied 16% of customers are not satisfied 14% of customers are fully not
satisfied.

28%
42%
16%
14%
Response
Strongly Satisfied
Satisfied
Not Satisfied
Fully Not Satisfied
Response Strongly Satisfied Satisfied Not Satisfied Fully Not
Satisfied
Total
Number Of
Respondent
(Customers)
28 42
16 14 100
Percentage
(%)
28 42
16 14 100
58


FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS
Out of 100 respondents 87 have their own vehicle and 13 do not have vehicle.

57% of respondents have MRF tyres in their present vehicles. 21% have Good year,
18% have Apollo tyres and 4% have other company tyres in their vehicles.

42% respondents had purchased tyer from showroom, 23% from wholesaler on
further analysis I found that 29% had buy tyre from retailer, 4% from mechanic shop
and 2% from others.


30% of respondent said that they change their tyres after one year. 34% which is
maximum have said that they change after two years, 26% have marked on after three
years and 10% which is minimum they told that they change their tyres after four
years.

32% of customers have purchased MRF Tyres by their own decision. 16% customers
have purchased MRF Tyres by their Friends recommendation.18% customers have
purchased MRF Tyres by its Brand Image.18% customers have purchased MRF Tyres
on the basis of Advertisement. 16% customers have purchased MRF Tyres on their
Relatives recommendation.

46% of people are fully satisfied with the purchase of MRF tyres. 34% of people are
just satisfied with the purchase of MRF tyres. 14% of people are dissatisfied with the
purchase of MRF tyres. 6% of people are fully satisfied with the purchase of MRF
tyres.

59


30 % of customers are strongly satisfied with the price of MRF tyres.32 % of
customers are satisfied with the price of MRF tyres.20 % of customers are not
satisfied with the price of MRF tyres.18 % of customers are fully not satisfied with
the price of MRF tyres.

46% of customers are strongly satisfied with quality of the tyres.30% of customers are
satisfied with quality of the tyres 16% of customers are not satisfied with quality of
the tyres 8% of customers are fully not satisfied with quality of the tyres

46% of customers are strongly satisfied with durability of tyres. 32% of customers are
satisfied with durability or tyres 14%of customers are not satisfied with durability or
tyre 9%of customers are fully not satisfied with durability of tyres.


42%of customers are strongly satisfied with performance of tyres. 35% of customers
are just satisfied with performance of tyres. 14% of customers are not satisfied with
performance of tyres.9% of customers are fully not satisfied with performance of
tyres.

48% of customers are strongly satisfied with the performance of tyres. 30% of
customers are only just satisfied with the performance of tyres. 13% of customers are
not satisfied with the performance of tyres 9% of customers are fully not satisfied
with the performance of tyres.


34% customer says that the behaviour of showroom people while taking quotation or
purchasing MRF tyres were very friendly. 44% customer says that the behaviour of
showroom people were friendly 8% customer says the behaviour of showroom people
not friendly 14% customer says the behaviour of showroom people dont know.

30% of customers said that service charges are very reasonable. 42% of customers
said that service charges are reasonable. 16% of customers said that service charges
are costly 12% of customers said that service charges are very costly
60


38% customers prefer the MRF tyres due to the good Quality 24% customers prefers
the MRF tyres due to the reasonable price. 22% customers prefer the MRF tyres due
to its durability.16 % customers prefers the MRF tyres due to its service.


32% customer faced the problem due to lack of information. 18% customer faced the
problem due to non cooperation of show room people. 17% customer faced the
problem due to delay.34 % customer faced no problem.

25% were highly satisfied with puncture resistance of the tyre, 32% are satisfied with
the given question and on further process it was found that 39% are neutral and 4%
are completely dissatisfied.


54% of the respondent told that they are highly satisfied. 32% have marked to satisfy
and 12% are neutral about the statement. 2% of the respondents are highly
dissatisfied.

59% of respondent had response to excellent to MRF comparing from other
competitors. 34% of the people who were involve in the survey quoted good to MRF
tyres, 5% said average and remaining 2% have mark to poor.

28% of customers are fully satisfied. 42% of customers are satisfied 16% of
customers are not satisfied 14% of customers are fully not satisfied.





61

SWOT ANALYSIS
SWOT Analysis
Strength
1. Company has remained in no.1 position in tyre industry
and was the first to reach annual turnover
ofRs.5000Crore in India
2. Good export
3. Complete product portfolio with tyres for all types of
vehicles-heavy duty vehicles, SUVs, small & luxury
cars, two & three wheelers, conveyor belts, paints &
coats and pretreads.
4. It enjoys strong brand equity and loyalty of customers.
5. Advertising as India eco-friendly car tyre making
company.
Weakness
1. Volatility in industrial relations. Ex: the labour unrest
2. Intense competition due to presence of other global
brands
Opportunity 1. Emerging markets and growth of automobile industry
2. More tie-ups with Automobile companies as its mainly
into B2B market.
3. Horizontal and concentric Diversification.
Threats 1. Price wars
Stiff competition from national and international brands
Cheaper technologies
2. Volatility in prices and availability of raw material as
indias rubber production is less than its demand.
3. Government Policies w.r.t export duties, import duties,
tax levied on automobile industries and economic
condition of nation as it determines the sale of
automobiles.

.



62

SUGGESTIONS
SUGGESTIONS TO SHOWROOM:
Showroom must recruit well qualified and skilled labours that care about the
customer. It will abolish the problem of unskilled and poor quality service.
Showroom employees and workers should maintain friendly relation with every
customers.
Showroom should provide the remolding system to the existing customers.
Showroom should maintain tyres, tube, air compression machines etc,. which are
needed to the customer at any time.
Always adopt the improvement of servicing system and keep the showroom in good
conditions.

SUGGESTIONS TO COMPANY:

The company should reduce the price of there products.
Improve the distribution network and make available the products in needed time of
customers.
Company always keeps some prizes and gifts to attract the customers.
The products should advertised in the Regional TV channels and in leading
newspaper must


63

CONCLUSION

After analyzing the MRF Companys working capital policy industry groups to examine the
relative relationship between their aggressive/conservative working capital policies.
Regarding the degree of aggressive asset management, the industries had distinctive and
significantly different policies. In addition, the relative nature of the asset policies between
industries exhibited remarkable stability over the four year study period. Industry policies
concerning the relative degree of aggressive liability management also were significantly
different, but not to the same extent or with the same stability. Interestingly, this study also
showed a high and significant negative correlation between industry asset and liability
policies. In general, it appears that when relatively aggressive working capital asset policies
are followed they are balanced by relatively conservative working capital financial policies.
The profitability of MRF companies has a correlation to key raw materials like rubber and
crude which account for approximately 70% of costs. There is a respite in prices of key raw
materials. However, the future remains uncertain. Liquidity and high interest costs is another
area of concern and . the company is focusing on cost reduction and cost optimization process
across the plants.
There is a significant quantity of data contained with this report where a number of different
conclusions can be drawn. Each of these conclusions should be considered within the context
of the data limitations outlined within the report and the number of MRF sampled and
approach taken. A number of statistical relationships have been identified, but these should
be interpreted with caution due to the potential inter-relationship between these, in many
cases there are a range of factors that appear to correlate with material quality which cannot
be accounted for in the same analysis and therefore a triangulated approach is required to take
an informed view of the actual factors causing this change.




64



LIMITATIONS:

1. Due to respondents busy schedules, the interests shown by respondents to answer the
questionnaire may be less. This may have resulted in collecting inaccurate
information.
2. Due to time and cost constraint the sample size selected is 100.
3. The selected sample size is small as compared to the total number of customers.
Hence the obtained result may not be accurate as it may not represent the whole
population.
4. The project is open for further improvement of the work.











65



BIBLIOGRAPHY
To complete this project I have referred the following books:

I. MARKETING MANAGEMENT - PHILIP KOTLAR.

II. MARKETING RESEARCH - TULL & HAWKINS

III. WWW.MRFTYRESINDIA.COM









66


Annexure

Customers Satisfaction towards MRF TYRES in Aurangabad city
QUESTIONNAIRE
RESPECTED Sir/Madam,
(Please tick ( ) appropriate answer in the box / space)
1. Customer Introduction:
a. Name : _____________________________________________
b. Address : _____________________________________________
_____________________________________________
c. Occupation / Job: _____________________________________________
2. Do you have vehicle
A: Yes [ ] B: No [ ]
3. What is present fitment you have in your vehicle?
A: MRF [ ] B: Apollo [ ]
C: Good Year [ ] D: Other [ ]
4. From where did you buy it?
A: Showroom [ ] B: Mechanic Shop [ ]
C: Wholesaler [ ] D: Retailer [ ]
E: Others [ ]



67

5. Mostly when you change your vehicle tyre?
A: After one year [ ] B: After two year [ ]
C: After three year [ ] D: After four year [ ]
6. Which factors motivated you to purchase MRF TYRES?
A: Friends [ ] B: Brand Image [ ]
C: Advertisement [ ] D: Relatives [ ]
E: Self decision [ ] F: Others [ ]
7. To what extent the MRF TYRES has satisfied your purpose / need?
A: Fully Satisfied [ ] B: Satisfied [ ]
C: Dissatisfied [ ] D: Fully Dissatisfied [ ]
8. As compare to other tyres how do you rate the following characteristics of your
MRF TYRES
Characteristics Fully Satisfied Satisfied Dissatisfied Fully Dissatisfied
Price
Quality
Durable
Performance
Mileage



68

9. what was the behavior of show room people while taking quotations or while
Purchasing MRF TYRES?
A: Very Friendly [ ] B: Friendly [ ]
C: Not-Friendly [ ] D: Dont Know [ ]

10. What is your opinion about service charges in the show room?
A: Very Reasonable [ ] B: Reasonable [ ]
C: Costly [ ] D: Very Costly [ ]

11. Why did you prefer MRF TYRE?
A: Quality [ ] B: Price [ ]
C: Service [ ] D: Durability [ ]

12. What problems faced while purchasing MRF TYRES?
A: Lack of informations [ ]
B: Non co-operations of show room peoples [ ]
C: Delay [ ]
D: No problem [ ]


69

13. Are you satisfied with puncture resistance of the tyre?
A: Highly Satisfied [ ] B: Satisfied [ ]
C: Neutral [ ] D: Highly Dissatisfied [ ]
14. What is your satisfaction level regarding noise level of the MRF tyre?
A: Highly Satisfied [ ] B: Satisfied [ ]
C: Neutral [ ] D: Highly Dissatisfied [ ]
15. How do you compare MRF tyre with other competitor?
A: Excellent [ ] B: Good [ ]
C: Average [ ] D: Poor [ ]
16. What is your opinion about MRF TYRES
A: Strongly Satisfied [ ] B: Satisfied [ ]
C: Not satisfied [ ] D: Fully not satisfied [ ]
17. Give your valuable suggestions to improve MRF TYRES?
A: __________________________________________________
B: __________________________________________________
C: __________________________________________________

***************THANK YOU***************