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PROJECT REPORT ON
‘‘CUSTOMER SATISFACTION TOWARDS MAHINDRA & MAHINDRA
PRODUCT WITH SPECIAL REFRENCE”
“Bolero car”
In partial fulfillment of the requirements for the degree
Of
Bachelor of Business Administration (BBA)
(2021-2024)
Of
Himachal Pradesh University Shimla
SUBMITTED TO: SUBMITTED BY:
Prof. Parvinder Kumar Tamanna Kumari
Dept. of BBA BBA-6th Sem.
Sidharth Govt. College Nadaun University Roll. No. 5210610038

SIDHARTH GOVT. UTTKRISHAT

COLLEGE NADAUN

DISTT. HAMIRPUR HIMACHAL

PRADESH
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ACKNOWLEDGEMET

‘‘If words are considered as symbol of approval and token of appreciation then let the words play
the heralding role of expressing my sincerest gratitude and thanks’’

It gives me tremendous pleasure in acknowledging the valuable assistance and cooperation I received by
the people around me in successful completion of the study. To all those who contributed to my
thinking, I am deeply grateful.

I express my sincere gratitude to Dr. Anil Kumar Gautam(Principal) Sir & Dr. Reetika Jamwal
(coordinator of BBA ), Prof. Parvinder Kumar (Project Guide ) & other faculty members From
Department of BBA for taking pains to see us through our problems. I gained a lot by association with
them.

I am also thankful to my family for being a constant source of encouragement for me. I am also thankful
to my all friends for their cooperation and support. Above all, I am thankful God who always keeps on
showering his blessings on me. Without the guidance and support of these personalities this study could
not have been completed successfully. I again extend my deep regard and thanks to all of them.

(Tamanna)
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PREFACE

In our three-year’s degree program of B.B.A . If there is provision for doing summer

training. The essential purpose of this project is to given an exposure and detailed

outlook to the student of the practical concept, which they already studied research. For

this purpose, I was assigned the project for the ‘‘CUSTOMER PERCEPTION

REGARDING PLASTIC MONEY”.

The project lasted for a period of eight weeks; it was informative, interesting and

inspiring.
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DECLARATION

SIDHARTH GOVT. UTKRISHT COLLEGE NADAUN

DEPARTMENT OF BBA

I,‘‘Tamanna kumari’’, hereby declare that the work presented herein is genuine work done originally

by me and has not been published or submitted elsewhere for the requirement of a degree programme.

Any literature, data or works done by others and cited within this dissertation has been given due

acknowledgement and listed in the reference section.

Tamanna kumari
(Student name & Signature)
University Roll No.:-5210610038

Date:..........................
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GUIDE CERTIFICATE

This is to certify that the major project (BBA) entitled “CUSTOMER PERCEPTION

REGARDING PLASTIC MONEY”done byTamanna kumari, ROLL NO. 5210610038 is

anauthentic work carried out by him under my guidance. The matter embodied in this project

work has not been submitted earlier forthe award of any degree or diploma to the best of my

knowledge and belief.

PROJECT GUIDE:-

Parvinder Kumar
Assistant Professor

Signature:- ..................................
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TABLE OF CONTENTS

Sr. No. Content Pages No.

1. INTRODUCTION 1-14

2. OBJECTIVE OF STUDY 15-16

3. RESEARCH METHODOLOGY 17-19

4. DATA ANALYSIS & INTERPRETATION 20-30

5. FINDING, CONCLUSION& SUGGESSION 30-34

BIBLIOGRAPHY 35-36

QUESTIONNAIRES 36-40
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LISTOFTABLES
TABLE TITLEOFTABLE PAGENO
NO .

1 TableshowingtheProductAvailabilityatIndiaGarage –KUV100 20

2 TableshowingtheProductAvailabilityatIndiaGarage–Scorpio 20

3 TableshowingtheProductAvailabilityatIndia Garage– Bolero 21

4 TableshowingtheProductAvailabilityat IndiaGarage –XUV500 21

LISTOFCHARTS
GRAPH TITLEOFGRAPHS PAGENO
.

1 DataAnalysisSurveyGraph-1 42

2 DataAnalysisSurveyGraph-2 43

3 DataAnalysis SurveyGraph-3 44

4 DataAnalysis SurveyGraph-4 45

5 DataAnalysisSurveyGraph-5 46

6 DataAnalysisSurveyGraph-6 47

7 DataAnalysisSurveyGraph-7 48

8 DataAnalysisSurveyGraph-8 49

9 DataAnalysisSurveyGraph-9 50
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EXECUTIVESUMMARY
Mahindra&Mahindra(M&M),themarketleaderinmulti-
utilityvehiclesinIndia.Thecompanystartedmanufacturing commercial vehicles in 1945. Mahindra &
Mahindra is the leader by far in commercialvehicle and the second largest in the passenger vehicle
market. The company is the world‘s sixth largestmediumand heavycommercialvehicle manufacturing.
MahindraisbestknownforutilityvehiclesandtractorsinIndia,Itsautomotivedivision,thecompany'soldest unit
(founded in 1945), makes jeeps and three-wheelers (not passenger "auto rickshaws,"
bututilitariandeliveryandflatbed incarnations).
Today,companyoperationsspan18keyindustriesthatformthefoundationofeverymoderneconomy:aerospace,
aftermarket, agribusiness, automotive, components, construction equipment, consultingservices, defense,
energy, farm equipment, finance and insurance, industrial equipment, informationtechnology,leisureand
hospitality,logistics, real estate, retail,andtwowheelers.
Mahindra&Mahindrafarmequipmentsector,formedin1963duringIndia'sgreenrevolution,
manufacture‘stractorsandindustrialengines.M&Malsoproducesmilitaryvehicles.Thecompanyhasfacilitieslo
cated throughoutIndia.
Thesurveyinvolvedgatheringwideinformationaboutthecompany,itsproducts,customersatisfactionandimpact
of variouscompetitive firms on thecompany.
Fromtheinformationcollected,variousaspectswereidentifiedwherethecompanyneedstofocusmoretoimprovet
he efficiencyof marketingteamof MahindraAuto motives.
The research was conducted through collection of primary and secondary data. Secondary data
wascollectedthroughvisitingvariouswebsites,automobilemagazinesandotherreliablesources.Primarydatawas
collected through a well-framed questionnaire, of which later a detailed analysis was done
usingvariousstatisticalI.T. toolslike MSWordandMS Excel.
Onthebasis,thesecondarydataanalysisandtheextensiveanalysisoftheprimarydata,interpretationswere drawn
for the questions and conclusion is drawn.Certain suggestions are also drawn from theanalysis tohelp.
MahindraAutomotivestoincreaseitsmarketshareincommercialpassengersegmentand

iv
MPVs.

The main research that followed is to know “Customer satisfaction towards Mahindra and
MahindraSUV.Duetothelimitedresourcesandtimeconstraints,thestudywasconductedwithintheareaMysore
andcoorg.
Gettinganewcustomerisdifficult,thanretainingacurrentcustomerisamoredifficultoneandnot onlythat it is
estimated that the cost of attracting a new customer is five times the cost of retaining currentcustomer. It
requires a great deal of effort to induce satisfied customer to switch away from their currentpreference.
Thus, customer satisfaction is been given top priority in today‘s competitive world. In view of this,
adetailedstudyofcustomerpreferences,levelsofsatisfactionandtheircomplaintsandsuggestionswasundertake
n.

Mahindra and Mahindra Motors has a very good market share in the state of Karnataka for the
SUVsegment.Thecompanyisofferinggoodservices,whichisreflectedonthesatisfactionofthecustomer.Majorit
y of the customer are satisfied with the design of the vehicle and company is providing
betterfacilitiescompared with otherGlobalbrands.

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CHAPTER-1

INTRODUCTIO

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INTRODUCTION

CustomerSatisfactionisithebuzzwordusedbythebusinesspeoplefor thesuccessoforganizationin
thepresentdays.Duetotheincreasesofheavycompetitionineveryproduct–lineitbecomedifficultfor the
companies to retain the customers for longer time. So retain the customer for longer time
themarketerhas todo
onlyonethingsii.e.customersatisfaction.Ifcustomerisfullysatisfiedibytheproduct
itnotonlyrubtheorganizationsuccessfullybutalsofetchmanybenefitsforthecompany.Theyarelesspro
cesssensitiveandtheyremaincustomerforalongerperiod.Theybuyadditionproductsovertimesasth
ecompanyintroducerelatedproducerelatedproductsorimproved,socustomersatisfactionsisgainin
galotofimportanceinthepresentday.Everycompanyisconductingsurveyon customer satisfaction
level on their products. To make the products up to the satisfaction level ofcustomers.

This project is also done to know the customers satisfaction on the Mahindra and
MahindraAutomobiles.Theimpactofautomobileindustryontherestoftheeconomyhasbeensopervas
iveand momentousthat ischaracterized as second industrial. It played a vital role in helpingthe
nation
toproducehighervaluegoodandservicesandintheenhancingtheirskillsandimposetremendousdema
ndforautomobile,lotofcarmanufacturerscompanyfacingcutthroatcompetitioninthefieldsoftechnolog
yand price.

CustomerSatisfactionStrategiesFollowedByM&M

Thedifferentstrategies followedby M&M consists of Customerrelationship management, strategy

toprovidingbetterfacilitytotheowner,andstrategytoprovidebetteraftersalesservicetocustomer.

CustomerRelationshipManagement

CRMasatoolwasusedtocreatepositiveword-of-
mouth,tomonitorcustomerexperiencesandgenerate referrals. A series of CRM activities were
implemented with regular direct
communication,eventsandcustomersatisfactionsurveys,Events,Festiveoffers,RewardsProgram,etc.

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1.1INTRODUCTIONOFAUTOMOBILEINDUSTRY

Theautomobileindustryhaschangedthewaypeopleliveandwork.Theearliestofmoderncarswasma
nufacturedintheyear1895.

Shortlythefirstiappearance ofthe carfollowed iniIndia. Asthecenturyturned, three

carswereimported inMumbai(India).Withindecadethereweretotalof1025carsin thecity.

The dawn of automobile actually goes back to 4000 years when the first wheel was used
fortransportationin India. In the beginning of 15th century, Portuguese arrived in China and
theinteractionofthetwoculturesledtoavarietyofnewtechnologies,includingthecreationofawheelthat
turned under its own power. By 1600s smallsteam-powered enginemodelswas developed, but
ittookanothercenturybeforeafull-sizedengine-poweredvehiclewascreated.

BrothersCharlesandFrankDuryeaintroducedtheactualhorselesscarriageinitheyear1893.Itwas the
first internal-combustion motor car of America, and it was followed by Henry Ford‘s
firstexperimentalcar thatsameyear.

One of thehighest-rated earlyluxuryautomobileswas the 1909 Rolls-RoyceSilverGhost that

featuredaquiet6-cylinderengine,leatherinterior,foldingwindscreensandhood,and
analuminumbody.

Chauffeursusuallydroveitandemphasiswasoncomfortandstyleratherthanspeed.Duringthe1920s,
the cars exhibiteddesign refinements such as balloon tires, pressed-steel wheels, and four-
wheelbrakes.

GrahamPaigeDCPhaetonof1929featuredan8-cylinderengineandanaluminumbody.The 1937
Pontiac De Luxesedanhadroomy interior and rear-hinged back door that
suitedmoretotheneedsoffamilies.In1930s,vehicleswerelessboxyandmore
streamlinedthantheirpredecessorwas.The1940ssawfeatureslikeautomatictransmission,sealed-
beamheadlights, andtubelessitires.
Theyear1957broughtpowerfulhigh-performancecarssuchasMercedes-
Benz300SL.Itwasbuiltoncompactandstylizedlines,andwascapableof230kmph(144mph).

4
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ThiswastheIndianautomobile history,andtodaymoderncarsaregenerally
light,aerodynamicallyshaped,andcompact.
Facts&Figures

The automobile industryin India is on an investment overdrive. Be it passenger car or two-

wheelermanufacturers,commercialvehiclemakersorthree-wheelercompanies-
everyoneappearstobeina scramble to hikeproduction capacities. The country is expected to witness
over Rs 30,000 crore ofinvestmentby2010.

Hyundaiwill also be unmasking the Verna and a brand new diesel car. General Motorswill
belaunchingaminiandmaybeacompactcar.
Mostofthecompanieshavemadetheirintentionsclear.MarutiUdyoghassetupthesecondcarplantwit
hamanufacturingcapacityof2.5lakhunitsperannumforaninvestmentofRs6,500Crore(Rs3,200Crore
fordieselenginesandRs2,718Croreforthecarplantitself).
HyundaiandTataMotorshaveannouncedplansforinvestingasimilaramountoverthenext3years.H
yundaiwillbringinmorethanRs3,800CroretoIndia.

TataMotorswillbeinvestingRs2,000Croreinits small car

project.GeneralMotorswillbeinvestingRs100Crore,FordaboutRs350CroreandToyotaannounce
dmodestexpansionplansevenasHondaSielhasearmarkedRs3,000CroreoverthenextdecadeforIndia-
asizeablechunkofthisshouldcomeby2010sincethecompanyisalsolookingtoenterthelucrativesmallca
rsegment.

Talkingabout the commercial vehiclesegment, Ashok Leyland and Tata Motors have each
announcedwelloverRs1,000Croreofinvestment.Mahindra&Mahindra'sjointventurewithInternati
onalTrucksisexpectedtoseeaninfusionofatleastRs500Crore.
Industryperformance in2008-09. TheIndian automotivemarket managed to stand up to the
vagariesoftheieconomicmeltdowntoshowslightlygrowthduringfiscal2008-09.Overall
vehiclesalesat97.23 lakhgrew0.71percentfrom96.54lakhunitsin2007-08.

Whenmajorautomotivemarketsreporteda30-40per centdecline,onlya
handfulofcountriesmanagedtoshowgrowth.Afewmonthsago,Indiawaslookingatnegativegrowthb
uthasturnedaround.Itisactuallybetterthanexpected.
Passenger vehiclesales at 15.51 lakh registered flatgrowth while commercial vehicle sales
showeda21 per cent drop.

5
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SIAMhasapositiveoutlookforthecurrentfinancialyear.Whileitforeseesa7-8per cent
growthforthecommercialvehiclesegment,theindustrybodypredictsa3-
5percentgrowthforpassengervehicles.Thethree-wheelersegmentmaygrow5-
8percentgrowthwhiletwowheelersmayshow3-5percentgrowth.

ThepassengervehiclemarkethasweatheredthedownturnlargelyduetomarketleaderMarutiSuzukiwhichh
olds48percentofthemarket.Thecompactcargiantclocked7.22lakhunitsfor2008-
09.ClosestrivalHyundaiMotorIndiasold2.44lakhcars,agrowth
of13percent.TataMotors‘salesgrew1.3percentat2.30lakhunitswhileMahindra&Mahindraposted2.5
percentgrowthat
1.06lakhunits.

Mostpremiumcarmakerssawvolumesshrinklastfiscal.ToyotaKirloskarMotor‘snumbersfell15perc
entto46,892unitswhileFordIndia‘ssalesweredown17percentto27,976units.HondaSielCars
Indiaalsosawa17percentdropat52,420 unitsiwhileGeneralMotorsIndia wasdown8
percentto61,526 units.

Amongcommercialvehiclemakers,allmajorplayerssawsubstantialfallinvolumes.MarketleaderTata
Motorswitha60percentplusshare,showed22percentdropinnumbersat2.34lakhunitswhileiAshokL
eylandshowed37percentdropat 47,632.

Eicher‘ssalesvolumefell37percentat17,341unitsandForceMotorswasdown28percentat7,819uni
ts.―Thefreightmovement isunlikelytoimprovethisfiscalwhichwillimpacttrucksales.

Two-wheelersales grew2.6percent to74.38lakhunits.―HeroHondahasmadeupforthe erosionof

sales volumefor other two-wheeler makers including Bajaj Autoand TVS Motor Company,‖ said
Mr.Matta. Hero Honda clocked 36.40 lakh units, a growth of 12.5 per cent. Bajaj Auto‘s
volumesdropped23percentto12.86lakhunitswhileTVSsawamarginaldeclineat11.36lakhunits.H
ondaMotorcycleandScooterIndia‘ssalessurged16percentto
10.15lakhunits.

6
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1.2CompanyProfile

HISTORYOFMAHINDRA&MAHINDRAAUTOMOTIVE

Mahindra&Mahindra(M&M)wasestablishedin1945asMahindra&Mohammed.Lateron,afterthepart
itionofIndia,oneofthepartners-GhulamMohammad-
returnedtoPakistan,wherehebecameFinanceMinister.Asaresult,thecompanywasrenamedtoMahi
ndra&Mahindrain1948.

M&M started its operation as a manufacturer of general-purpose utility vehicles. It assembled CKD
jeeps in1949. Over thepassing years, thecompanyexpanded its businessand started
manufacturinglightcommercialvehicles(LCVs)andagriculturaltractors.Apartfromagriculturaltr
actorsandLCVs,Mahindra&Mahindraalsoshoweditsdexterityinmanufacturingarmyvehicles.Soon,itst
arteditsoperationsabroad,throughitsplantssetupinChina,theUnitedKingdomandtheUSA.

M&M partnered with companies prominent in the international market, including Renault
SA,InternationalTruckandEngineCorporation,USA,inordertomarkitsglobalpresence.M&Malsost
artedexportingitsproductstoseveralcountriesacrosstheworld.Subsequently,itsetupitsbranches
including Mahindra Europe Srl (based in Italy), Mahindra USAInc., Mahindra SouthAfrica
and Mahindra (China) Tractor Co. Ltd.
Atthesametime,M&MmanagedtobethelargestmanufactureroftractorsinIndia,byholdingleadersh
ipinthemarket ofthecountry, foraround25years.Thecompanyisanoldhandin
designing,developing,manufacturingandmarketingtractorsaswellasfarmimplements.Itmadeitsentry
tothe passenger car segment in India, with the manufacture of Logan (mid- size sedan) in April
2007,undertheMahindraRenaultcollaboration

SoonaftertheconsiderablesuccessofLogan,M&MstartedlaunchingawiderangeofLCVsandthree
wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero has
gainedimmensepopularityinIndia.Itisoneofthemostoptedvehiclesinits.

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PRODUCTOFMAHINDRAANDMAINDRA

MAHINDRABOLERO

MahindraBoleroisoneofthemostsuccessfulandpopularutilityvehicleoftheMahindraandMahindraGrou
p. The car is robust in appearance and it has been elegantly designed, keeping in
mindtheconditionsoftheIndianroads.MahindraBoleroisalsoamongthebestfuel-
efficientcarsofIndiaasthemanufacturerhasequippeditwitha2500ccdieselenginewith5speedtransmis
sion.

MAHINDRAXUV300
TheMahindraXUV300isasubcompactSUVproduct.ItisbasedontheX100platformofSsangyou
ngand has beensold inIndian marketsinceFeb 2019.

MAHINDRASCORPIO

Mahindra&MahindraLimitedlaunchedMahindraScorpioasitsfirstSportsUtilityVehicleinIndiain
2002.

This SUV has redefined the expectations for the design of SUVs with its sturdy looks and
powerfulperformance,thesophisticatedinteriordesignaddstothefurtherglorytotheappearance.

MAHINDRATHAR

Mahindra Thar is a compact, mid-sized, four-wheel drive, off-road Jeep CJ-like SUV launched in
theIndianmarketin2010.TheTharalsocomeswithasevenseateroption,thoughitcanbeconvertedintoatwo-
seater

MAHINDRAXUV500

MahindraXUV500isacompactsportutilityvehicle.Launchedin2011.2.2Lengine(Diesel),6speedbothma
nualandauto.MahindraXUV500securedfirstplaceinthe2014DesertStromRally.Thecarisclocked the
fastest timein threesections ofrally.

MAHINDRAKUV100NXT
Mahindra KUV100 NXT stands for Kool utility vehicle is a compact mini sport utility vehicle, 5
doorhatchback,1.2Lengine comes both in petrol and diesel.
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MILSTONE,AWARDSANDACCOLADES

M&M’s 74st year was studded with a number of noteworthy achievements,

prestigiousprizesand glittering awards.

MAHINDRA&MAHINDRARANKED17th

Mahindracompanywasranked17thonalistoftopcompaniesinIndiabyFortuneIndia500in2018Itsmajorco
mpetitors intheIndian marketincludes Maruti andTata Motors.

M&MRANKED10th

ThebrandtrustreportrankedM&MasIndia‘s10thmosttrustedbrandinitsIndiastudy2014survey(From20,000
brands analyzed)

DUALHONOURSFORCHAIRMANEMERITUSMR.KESHUBMAHINDRA

ChairmanEmeritus,Mr.KeshubMahindrawasawardedthe―BusinessVisionaryAward 2006‖
instituted by the National Institute of Industrial Engineering (NITIE), Mumbai.
Chairman,Mr.KeshubMahindrawasalsoawardedtheprestigiousIBSKolkataLifetimeAchievementA
wardforhis
‗unparalleledcontributiontoindustrial growth and socialand economic development of
thecommunity‘.

The Institute of Chartered Financial Analysts of India‘s (ICFAI) India Business School
(IBS)presentedit, Kolkata,at theStrategySummit 2007, held in Kolkata.

SLEWOFHONOURSFORTHECHAIRMANMR.ANANDMAHINDRA

Mr.AnandMahindra,ChairmenOFMahindraGroup,receivedanumberofprestigiousawardsfrom20
04,including:

 TheprestigiousCNBCAsiaBusinessLeaderoftheYearAwardfortheYear2006aswellasthe
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CNBCTVIndia―BusinessLeaderoftheYearAward‖.

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 The‗CEOoftheYear‘awardattheIndiaBrandSummit2006co-
sponsoredbyBusinessStandardandITMBusinessSchoolinassociationwithTimesNowan
dDNAnewspaper.

 TheLMAEntrepreneuroftheYear2006award,institutedbytheLudhianaManagementAs
sociation(LMA).

 TheMostInspiringCorporateLeaderoftheYear‘AwardbyNDTVProfit.

 TheNDTVProfit–Car&BikeAward2007forAutomobileManoftheYear.

 Top30CEO‘sWorldwide–BarronList–2016.

Mr. Anand Mahindra was alsonominated as a Member of the Council of the

ExecutiveCommitteeof the National Sports Development Fund(NSDF) of the Govt. of India.
He wasfeatured in the list of 50 Most InfluentialIndians in Business Week‘s edition dated
August13, 2007

HIGHESTCRISILRATINGFORM&M

M&MhasreceivedthehighestGovernance&ValueCreationrating,CRISILGVCLevel-
IfromCRISILforthe abilitytocreatevalueforallstakeholders,whilei adoptingsoundcorporate
governancepractices.

DUN&BRADSTREETAMERICANEXPRESSCORPORATEAWARDS2006

Mahindra&MahindrawasratedastheleadingIndiancompanyintheAutomobile-
Tractorssectorinthe ‗Dun & Bradstreet– American Express Corporate Awards2006‘.
TheAutomobileSectorcomprisesofthreecategories–
PassengerVehicles,CommercialVehiclesandTractors.These awards recognizethe virtuesof
sizeand growth inthe awards methodology. M&M
rankedNo.1inthesetwosegmentsinthepremierDun&Bradstreet
Indiapublication,India‘sTop500 Companies 2006.

MAHINDRARECEIVESAMITYHREXCELLENCEAWARD

Mahindra& Mahindrawas honored withthe AmityHR Excellence Award at the Fourth Amity
GlobalHR Summit 2007 held at the Amity International Business School, Noida. The Amity
HRExcellenceAwardrecognizedMahindraasonethemostadmiredcompaniesacrosstheglobalonacc
ountofitsinnovativestrategiesforHumanResourcesManagementandDevelopment.

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GLOBALHREXCELLENCEAWARDFORM&M

Mahindra & Mahindra won the Global HR Excellence Award for Innovative HR
practices(Manufacturing Sector), in the Asia Pacific HRM Congress, held in Mumbai. These
awardsrecognize organizations and individuals who have embraced change, encouraged
constructivechallengesanddemonstratedentrepreneurial skills inthecorporateworld.

M&MWINSBOMBAY CHAMBERGOODCORPORATECITIZENAWARD2006-07

M&MwaspresentedwiththecovetedBombayChamberGoodCorporateCitizenAward2006-
07ataglitteringceremonyheldtocelebratetheChamber‘s172ndFoundationDayonSeptember21,2007
.Mr.BharatDoshi,ExecutiveDirector,M&MLtd.andMr.RajeevDubey,MemberoftheGroupMana
gementBoardandChairman,Mahindra&MahindraCSRCouncil,receivedthe
award on behalf of the company.
ThisAward recognizes and honors conspicuous
achievement by corporate organizations by way
ofservicetotheciviccommunity,inadditiontooutstandingoperationalperformance.Ittakesintoacco
unt several parameters, including Business Performance, Corporate Interests, Employee
Welfare,CustomerandStakeholderSatisfactionandSocialInvestment.

GOLDENPEACOCKAWARDFOREXCELLENCEINCORPORATEGOVERNANCE

Mahindra & Mahindra won the coveted Golden Peacock Award for Excellence in
CorporateGovernance 2006. This award validates the company‘s ‗Best-in-Class‘ corporate
governancepracticesandreflectsitstransparentandethicaldealingswithstakeholdersacrosstheentire
valuechain. It recognizes the Management‘s commitment to the higheststandards of corporate
conduct
anditsicommitmenttoCorporateSocialResponsibilityasadistinctactivitythathelpsbuildcommenda
ble socialvaluesandaddstotheethicalfiberoftheorganization.

BESTAUTOMOTIVEMANUFACTURINGSUPPLYCHAINEXCELLENCE AWARD

Mahindra &Mahindra has been awarded as the organization with the ―Best Automotive
ManufacturingSupplyChainExcellence‖.TheawardswerepresentedbyIndiaTimesMindscape(Tim
esofIndiaGroup)alongwiththeBusinessIndiaGroupattheExpress,

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Logistics&SupplyChainAwardsheldinMumbaionSeptember28,2007.A.C.Neilsonisaccredited
with theresearch forthe award nominees andwinners.

HIGHRANKINGSFORMAHINDRA

M&M was ranked second in the prestigious e Most Trusted Car Company in India study
conductedbyTNS.M&Mscored127points,justsevenpointsbelowthetoprankingcompany,according
toaTNS communiqué.

 M&Mwasranked14thinTheEconomicTimesprestigious‗ET500‘listoftopachievingcompa
niesinIndia.Thecompanyhasmovedupfourranksfromlastyear.Toquotefromthe‗ET500‘wr
ite-up:―M&M‘s‗art-to-part‘strategyofdiversificationintotheautoparts
valuechainanditsplansfornewplatformsforutilityvehiclesandjointventurewithRenaultforLog
anhaveledtoa gaininranks.‖

 M&Mwasranked22ndiniBusinessIndia‘sannualsurveyofthe country‘stopcompanies-
Super100

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MAJORPLAYERSININDIANAUTOMOTIVEINDUSTRY.

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PRODUCTPROFILE

MAHINDRA“SCORPIO” MAHINDRA“BOLERO”

MAHINDRA“XYLO” MAHINDRA“VERITO”

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DEALERPROFILE

MAHINDRAINDIAGARAGE,MYSORE

OurDistinction:

Thisisoneofthebest authorizeddealers forMahindra&MahindraAutomotives.

(thedealershipwashonoredwiththreeawardsattheMahindraDealerExcellencePerformanceprogram).St
artedin1949withsheerdedicationandwillingnesstoservetheircustomers.Indiagarageattainedaplac
eofeminenceandhonorinthemarket
HandlingtheentirerangeofM&MproductsinseveralplacesacrossKarnataka.

PartnersinProgress:

WearethepreferredpartnersofM&Mautomotive,chieflyduetooursuccessfulsalesrecordandquality.
Ourfacilitieshaveremainedunsurpassed,aswestriveeverydaytobetterourself.

CommandingPresence:

India garage (authorized Mahindra dealer) as a air-conditioned showroom & garage of

M&Mautomotives its kind in Mysore, spread gracefully and decorated elegantly, Being
equipped
withaffablefrontofficestaffandadeptprofessionaltechnicians,ProvideaperfectofqualityServiceandRe
liability.

SpaceFriendly:

Indiagaragecurrently havethreestate ofartworkshopsequipped totakecareofall

ourafterthesalesandoperations.Theinteriorsareaimedatmakingyou feel completelyat ease,Inluxury.
Becauseforusthecustomerisking,onewhodeservesaregaloffering.Thesettingisaptfortimeswhenyo
uneedtoswitchintoarelaxedstateofmind.

TechnologytoStayAhead:

Weareequippedwiththelatesttechnologicaladvancementintheindustry, inordertogiveithebestof
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serviceswhenitmatters.Notjusttobepartof,Buttobuildthefuture,isourmotto.

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AmbiencetheExudeRelaxation:

Oursisoneofthefewservicecenterstobeequippedwithafully-fledgedcustomer-
waitinglounge.Apartfromatelevisionandpooltable,ithadawedkiosktokeepuconnectedallthetime.

ServicewithCommitment:

Ourdedicatedteam
ofmechanicalspecialtyoffersexperttreatmentforyourvehicle.Weensureconsistencyinperformance

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Attention to Details:We provide genius spare parts and accessories to ensure

exceptionalperformance.Everysingleaspectrelatedtoyourvehicleistakencareofatourpremises.

DealingMadeConvenient:

Itisapartofourcommitmentpolicytogiveadvantagetothecustomerateveryjuncture.Weofferassistanc
eofeverykindatourpremisesitself,whichmakesitaonestopfacility.

ExpertGuidanceatEveryStep:

Oursales teamgivesutmost prioritytoyour satisfaction.Whenyouneedhelp tomakethe

rightchoice,itisensuredthattheresultisbeyondyourexpectations.Thusmakingitapointthatyougetthebest
inbothluxuryandcomfortalways.

Models: Mahindra& Mahindrahas been launchingvarioustype of MUVs and cars from the year
of1945, keeping in mindthe quality, design, driving, comfort, fuel efficiency, and service and
resalevalue.Thesefromaformidableforcethatgivesourcustomerstheprideandthejoyofvalueforever.W
hatdrivesM&M is

 Commitment

 Leadership

 Anyaneyeforappropriatetechnology.

Since1945,whenM&MfirstbeganmanufacturingMUVs&LCVs,M&Mhavebeenengagedinasingle-
mindedendeavortobringyoucarsthatonlystate-of-the-art,butarealsosomeofthemostenvironment-
friendlyvehiclesinthisworld-
areflectionofourcommitmentandcare,forbetterenvironment.AttheheartofeveryM&Misauniquee
ngineeringandanoptimalmixofpowerand economy. All this is supported by M&M nation –
wide dealership network and automatedworkshopthatprovideexcellentaftersaleiservice.

Indiagarage(VSTGroup)achievements

Thecompanyhasconstantlyexploringnewopportunitytodefinetheshapetotomorrow‘sdrivingtechno
logy.

India garage was honored three awards at the Mahindra Dealer Excellence Performance program
forBestdealerawardforhighestservicescoreinsouthzone,Bestdealerawardforhighestaccessoriessco
reonallIndiabasisandBestdealerawardforhighestsparesonallIndiabasis.
19
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PromotionalActivitives:

ThepromotionalactivitiesadoptedbyIndiaGarageare

 TestDriving

 FreeDriving

 Hoarding

 Discounts

 AdvertisementinNewspaperandmagazines

 GiftSchemes

 FreeServices

 MileageContents

PromotionalexpenseshavebeenbornebybothIndiaGarageandM&M,sharesinadvertisementcost.

ServiceOfferedbyIndiaGarage:

SixServiceandpaidserviceaftersaleofCars.

 Freecheckupscampaigns

 Financethroughbank

 Demonstrationfornewproducts

 Acceptanceofwarrantyclaims

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WorkingTimeinIndiaGarage:

WorkinghoursinIndiaGarageare12hoursperdaystartingfrom9:30amto9:30pmwithone-
hourbreakforlunchand15minutesforeveningteaandcoffee.

21
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ProductavailableatIndiaGarage:

MAHINDRA“KUV100NXT”

KUV100NXTVARIANTS EX-SHOWROOMPRICE

K2(BASEVERSION) 4,88,824

E2PLUS(LOWERVERSION) 5,32,283

E4(SPORTZVERSION) 5,79,973

D75(TOPVERSION) 7,94,312

MAHINDRA“SCORPIO”

SCORPIOVARIANTS EX-SHOWROOMPRICE

SCORPIOM2DI 10,19,873

SCORPIOLxmHawk 12,04,737

SCORPIOS140 13,08,705

SCORPIOS11 15,06,638

SCORPIOS114WD 16,83,427

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MAHINDRA“BOLERO”

BOLEROVARIANTS EX-SHOWROOMPRICE

BOLEROB4 7,77,738

BOLEROB6 8,43,519

BOLEROB6(O) 8,78,820

BOLEROPICKUPFBCNGBS4 7,21,983

MAHINDRA“XUV500”

XUV500VARIANTS EX-SHOWROOMPRICE

XUVW3 12,04,471

XUVW5 12,39,696

XUVW7 14,17,169

XUVW7AT 15,35,727

XUVW9 15,85,292

23
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XUVW9AT 17,07,605

XUVW11 17,16,791

XUVW11OPT 17,46,631

XUVW11AT 18,06,195

XUVW11OPTAT 18,61,752

SWOTANALYSIS
Strength:
(a) TrustpeoplearehavinginthebrandnameMahindramotors.
(b) Strongrelationshipwithdealers
(c) Numberof authorizeservicestationisingoodnumberthanthatofcompetitors
(d) Product isbased on M-HAEK and EAGLEenginewhichare successfullyrunning
onroads.
(e) MostofthemarketiscreditdrivensoeasyfinanceprovidedbyMahindramotors(Mahindrafinan
ce)itselfandothersisanedgeovercompetitors.
(f) StylishwhencomparedtoTataiproduct.
(g) MorespaciousthanTataproduct.
(h) SaferthanTataproduct.
(i) Thesizeoffuelcylinderislarge.Thereforetogonumberoftimestoapetrolpumpforfiling.

24
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Weaknesses:
(a) Dealers are selling vehicles at different prices in a single
city.Changingoforiginalpartsbyadealers.
(b) TypeofMRFisnothavingaverygoodclaimprocessingsystem.Claimprocessingiscarriedout
onlytwiceaweek.
(c) AverageislessthanthatofToyotaproduct.
(d) Maintenancecostishigh.
(e) VehicleisoutofthereachmiddleclassbecauseinitialofMahindrasportsutilityvisabove4lakh
s.
(f) Risingcostofrawmaterialsresultinginlawmargins.Thereforediscountscantbeoffered

Opportunities:
(a) Improvingroadinfrastructure.
(b) Standardoflivingofcountrypeopleareimprovingdaybydaybecauseofincreasingpercapitainco
mesothereisachanceofspreadingthebusinessineverynookcornerofthecity.
(c) Lenientnormsforgenerationofpermits.

Threats:
(a) Demandcontractionduetomarketconstrained.
(b) StrongpresenceofTataMotors,fordandMaruti.

25
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CHAPTER-2

OBJECTIVE OF STUDY
. . 1] to gether information about customer satisfaction towards Mahindra and Mahindra motors in
the

Geographic region of Jaipur [Rajsthan ].

2] To know the customer perception about features ,low maintenance cost and looks of Mahindra

And Mahindra and Mahindra motors .

26
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CHAPTER 3

RESEARCH

METHODOLOG

27
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A research process consists of stages or steps that guidethe project from its conception through
thefinal analysis, recommendations and ultimate actions. The research process provides a
systematic,plannedapproachtotheresearchproject andensuresthatallaspects
oftheresearchproject areconsistentwitheach other.

Researchstudiesevolvethroughaseriesofsteps,eachrepresentingtheanswertoakeyquestion.

INTRODUCTION

Thischapteraimstounderstandtheresearchmethodologyestablishingaframeworkofevaluationand
revaluation of primary and secondary research. The techniques and concepts used
duringprimary research in order to arrive at findings; which are also dealt with and lead to a
logicaldeductiontowardstheanalysisandresults.

Objectivesof theStudy

The study has been under taken to analyzethe customer satisfaction towards all variant of
MahindraMotorsinMysorewithaspecialreferencetotheM&Mmotors,theotherobjectivesare:

* TogatherinformationaboutcustomersatisfactiontowardMahindraandMahindraMotorsinth
egeographicregionofMysore&Kodagu.

* Toknowthecustomerperceptionaboutfeatures,lowmaintenancecostandlooksofMa
hindraandMahindra Motors.

* ToknowthecustomersatisfactionaboutthesafetyandcomfortableVehiclesofMahindraand
Mahindra.

* Toprovidesuggestions,inimprovingthecustomersatisfactionandthecompanysalesandpro
fitability

* ToknowthecustomersatisfactiontowardstheaftersalesserviceoffersbyM&M.

Purposeofthestudy

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ThepurposeistocheckouttheconsumersatisfactiontowardsMahindra&Mahindraanditsservice
sandwhataretheconsumer‘srequirementsandwhyaproblemcostumerfacesandiftheyaresatisfi
ed.

Researchmethodologyofthestudy

Research methodology is done to solve the research problems involving a study of various
stepsthatareadoptedbytheresearcherinstudyinghisproblem.

ThroughouttheentireprojecttheemphasiswastochecktheSatisfactionlevelofthecustomerstoward
s Mahindra& Mahindraand theirviewsand perception about
thesame.Finallytheprojectwasconcludedbytakingthefeedbackfromthecustomers

RESEARCHDESIGN

First an intensive secondary research to understand the full impact and implication
oftheindustry,toreviewandcritiquetheindustrynormsandreports,onwhichcertainissuesshall
beselected,whichfeel‘sremainunansweredorliabletochange,thisshallbefurthertakenupint
henextstageofexploratoryresearch.

RESEARCHPROCESS

Theresearchprocesshasfourdistinctyetinterrelatedstepsforresearchanalysis.Ithasalogicalandhier
archicalordering:

 Determinationof informationresearchproblem.
 Developmentofappropriateresearchdesign.
 Executionofresearchdesign.
 Communicationofresults.
 Eachstepisviewedasaseparateprocessthatincludesacombinationoftask,stepandspeci
ficprocedure.
 Thestepsundertakearelogical,objective,systematic,reliable,valid,impersonalandongoing.

DATA

COLLECTIONMETHODEXPL

ORATORYRESEARCH

Themethodusedforexploratoryresearchwas

29
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 PrimaryData
 Secondarydata

 PrimaryData
Newdatagatheredtohelpsolvetheproblemathand.Ascomparedtosecondarydatawhichi
sipreviouslygathered data.Anexampleisinformation gatheredbyaquestionnaire.
Qualitativeor quantitative data that are newly collected in the course of
research,Consists of original information that comes from people and includes
informationgatheredfrom surveys, focusgroups, independent observationsandtest
results.
Datagatheredbytheresearcherinitheactofconductingresearch.Thisiscontrastedto
secondary data, whichentailsthe use of data gathered by someone other than
theresearcher information that is obtained directly from first- hand sources by
meansofsurveys, observation or experimentation. Primarydata is basically collected
bygettingquestionnairefilledbytherespondents.
 SecondaryData
Information that alreadyexistssomewhere, havingbeencollectedforanotherpurpose.
Sourcesincludecensus reports, trade publications, andsubscriptio nservices.
Thereare two types of secondarydata: internal and external
secondarydata.Informationcompiledinsideior
outsidetheorganizationforsomepurpose other than the current investigation
Researching information, which has alreadybeen published? Market information
compiledforpurposes other than
thecurrentresearcheffort;itcanbeinternaldata,suchasexistingsales-
trackinginformation,orit
canberesearchconductedbysomeoneelse,suchasamarketresearchcompanyortheU.S.g
overnment.
 SecondarysourceofdatausedconsistsofbooksandwebsitesDES

CRIPTIVERESEARCH

STEPSinthedescriptiveresearch:

Statementoftheproblem

* Identificationofinformationneededtosolvetheiproblem
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* Selectionordevelopmentofinstrumentsforgatheringtheinformation

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* IdentificationoftargetpopulationanddeterminationofsamplingPlan.

* Designofprocedureforinformationcollection

* Collection&Analysisof information

* Generalizationsand/orpredictions

DATACOLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire method
hascometothemorewidelyusedandeconomicalmeansofdatacollection.Thecommonfactorinallvari
etiesofthequestionnairemethodisthisrelianceonverbalresponsestoquestions,writtenororal. I
found it essential to make sure the questionnaire was easy to read and understand to
allspectrumsofpeopleinthesample.Itwasalsoimportant asresearcherto
respectthesamplestimeandenergy hence the questionnaire was designed in such a way, that its
administration would notexceed4-5mins.Thesequestionnaireswerepersonallyadministered.

The firsthand information was collected by making the people fill the questionnaires. The
primarydata collected by directly interacting with the people. The respondents were contacted
at
theshowroomsoftheconsumerdurableproductsetc.Thedatawascollectedbyinteractingwith150resp
ondentswhofilledthequestionnairesandgavemetherequirednecessaryinformation.Theresponden
ts consisted of housewives, students, businessmen, professiona ls etc. the
requiredinformationwascollectedbydirectlyinteractingwiththeserespondents.

DeterminationofSampleplanandsize

 TargetPopulation

It is a description of the characteristics of that group of people from whom a course

isintended.Itattemptstodescribethemastheyareratherthanasthedescriberwouldlikethemto be.
Also called the audience the audience to be served by our project includes
keydemographicinformation (age, sex etc.).The specificpopulation intended as beneficiaries
of
aprogram.Thiswillbeeitherallorasubsetofpotentialusers.Topicareas:Governance,Accou
ntabilityandEvaluation,OperationsManagementand
32
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Leadership.Apopulationtobereachedthroughsomeactionorintervention;mayrefertogroups
withspecificdemographic or geographic characteristics. Thegroup of people you are
tryingtoreachwithaparticularstrategyoractivity.Thetargetpopulationisthepopulationwant
to make conclude an ideal situation; the sampling frames to matches the
targetpopulation.Aspecificresourcesetthatistheobjectortargetofinvestigation.Theaudienced
efinedinage,background,ability,andpreferences,amongotherthings,forwhichagivencourse
ofinstructionisintended.

SimplerandomSamplinghasbeenselected.

 SampleSize

Thesizeisof150 peopleintheagegroupabove21yearsforthepurposeoftheresearch.
Thetargetpopulationinfluencesthesamplesize.ThetargetpopulationrepresentstheMysorere
gions..Thepeoplewerefromdifferentprofessionalbackgrounds.

 Thedetailsofoursampleareexplainedinchapternamedprimaryresearchwherethedivisionsaree
xplainedindemographicssection.

MethodofdatacollectionInstrum

entofDatacollection

DataCollectionisanimportantaspectofanytypeofresearchstudy.Inaccuratedatacollectioncanimpact
the results of a study and ultimately lead to invalid results. For the above
objectives,quantitative methods were used. Interviews were studied for the employees and
structuredQuestionnaires were given to them. Then the data was analyzed and interpreted in
the form oftabulationandcharts.

Therearetwotypesofdatacollectionmethodsused:

1. Primarydatacollection
2. Secondarydatacollection

 Primarydatacollectionmethod-

33
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Primarydataisthedatainwhichtheresearchercollectsdatathroughvariousmethodslikeintervie
ws,surveys,questionnairesetc.,tosupportthesecondarydata.
Primarydatacollectedinthisprojectisusingtheinterviewandquestionnaire.
 Secondarydatacollectionmethod-
Secondary data is data collected by someone other than the user. Common sources
ofsecondary data for surveys, organizational records and data collected through
qualitativemethodologiesorqualitativeresearch.
SecondarydatausedinthisprojectisrecordsofHumanResourceDepartmentfortheservicefileioft
heseparatingstaffs,variousHRJournals,projectsandresearchpapersofdifferent
scholarsbothnationalandinternational.

Draftingofaquestionnaire
Aquestionnaireconsistingof8questionswaspreparedwhichconsistedofquestionsliketheworkingofvari
ouswelfarecommitteesoftheorganizationandthedevelopmentsystems,canteenandrestroomfaciliti
esetc.So,keepinginviewalltheaspectsofresearchanditconsistedoffollowingtypesofquestions-

 Close ended Questions- A closed-endedquestion isa questionformatthat limits

respondentswitha listof answer choices from whichthey mustchoose to answer the
question.
Commonlythesetypeofquestionsareintheformofmultiplechoices,eitherwithoneansweror
withcheck-all-that-
apply,butalsocanbeinscaleformat,whererespondentshoulddecidetoratethesituationinalongt
hescalecontinuum,similartoLikertquestions.

Typesofclosedendedquestionsused-
 DichotomousQuestions-Fixed-
alternativequestionthatcanonlybeansweredinoneofthetwoindicatedways,suchas'A'or'B',
TrueorFalse,YesorNo.

 MultipleChoiceQuestions-
Multiplechoiceisaforminwhichrespondentsareaskedtoselectthebestpossibleanswer(orans
wers)outofthechoicesfromalist.Theimultiplechoice
formatismostfrequentlyusedineducationaltesting,inmarketresearch,andinelections,whena

34
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personchoosesbetweenmultiple

35
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candidates,parties,orpolicies.MultiplechoicetestingisparticularlypopularintheUnitedStates
. If guessing an answer, there's usually a 25 % chance of getting it correct on a
4answerchoicequestion.

LIMITATIONSINTHESTUDY

 Interviewererror
Thereisiinterviewerbiasinithequestionnairemethod.Open-endedquestionscan bebiased
bytheinterviewer‘sviewsorprobing,asinterviewersareguidingtherespondent
whilethequestionnaire isbeing filledout. Theattitudes the interviewerrevels to the respondent
duringtheinterview can greatly affect their level of interest and willingness to answer
openly. Asinterviewers, probing and clarifications maximize respondent
understanding and
yieldcompleteanswers,theseadvantagesareoffsetbytheproblemsofprestigeseeking,sociald
esirabilityandcourtesybiases.
 Questionnaireerror
Thequestionnairedesigninghastocarefulsothatonlyrequireddataisconciselyreveledand
there is no redundant data generated. The questions have to be worded carefully so
thatthequestionsarenotloadedanddoesnotleadtoabiasintherespondentsmind
 Respondenterror
Therespondentsselectedtobeinterviewedwerenotalwaysavailableandwillingtoco-
operatealsoinmostcasestherespondentswerefoundtonothavetheknowledge,opinion,attitude
s or facts required additionally uninformed response errors and response
stylesalsoledto surveyerror.
 Samplingerror
Wehavetakenthesamplesizeof150,whichcannotdeterminethebuyingbehaviorofthetotalpo
pulation.TheisamplehasbeendrawnfromonlyNationalCapital Region.

36
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CHAPTER-4

DATA
ANALYSISANDINT
ERPRETATION

37
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1) DoyouownaMahindra&Mahindravehicle?

Yes No
78% 22%
TableNo.1

Graph:1

OwnedanMahindra&MahindraVehicle

22%

78%

Yesno

Interpretation1:

Thesampledrawnonprobabilitybasisshowsthat78%ofthecustomersownedaMahindra
&Mahindrawhereasonly22%didn‘towned.

Observation:

MostoftherespondentsapproachedownedanMahindra&MahindraVehicle.

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2) Factorsaffectingcustomer satisfactiontowardsMahindra&Mahindra

Factor No.ofRespondent Percentage

Features 18 12%
LowMaintenance 51 34%
Comfort 27 18%
Style 24 16%
AfterSalesService 30 20%
TableNo:2

Graph:2

No.of
Feature

Low
18
30

Comfort
24 51
Styl
27

AfterSales

Interpretation 2: Thesampledrawn on theprobabilitybasis clearlyshows that 34% are

theopinionthatlowmaintenanceisthesatisfactionfactorBoleroand20%ofthemwhoviewAfterSa
lesServiceasavitalfactorforcustomersatisfaction.FollowedbyComfortwhichcorrespondsto18%,S
tylewith16%andonly12%ofthemviewthatfeatureofBoleroassatisfactionfactor.

Observation:Majorityoftherespondentareoftheideathatlowmaintenanceofthetopmostfeaturec
ontributingtocustomersatisfactionfollowedbyaftersalesservicescomfortstyleandfeatures.Assu
ch,Mahindrashouldfocuson theaspects,
whichwillenhancethecustomersatisfactionandthusthemarketshare.

39
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3) Customeropinionstowardsfuelconsumption.

Factor Percentage
ExtremelySatisfied 27%
Satisfied 49%
Neutral 17%
Dissatisfied 7%
Total 100%
TableNo:3

Graph:3

Percentag
Extremely

7
Satisfie
17 27

Neutral

49

Dissatisfie

Interpretation3:100%oftherespondents49%oftherespondentsapproachedweresatisfiedwiththef
uelconsumption of the Bolero. Followed by 27% was extremely satisfied, 17%
areneutralandrestofthe7%ismoredissatisfiedwithfuelconsumptionofBolero.

Observation:AsmajorityoftherespondentsaresatisfiedwiththefuelconsumptionofMahindra
Bolero, thecompanyshould maintain the same standard and it is suggested to come up
withsuitablemeasuretoreducethenegativeopinionamongtheconsumerwhoareoftheopinionthatt
hefuelconsumptionisadissatisfyingfactor.

40
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4) CustomeropinionstowardSafetyandComfort.

Factor Percentage
ExtremelySatisfied 23%
Satisfied 47%
NeitherSatisfied&Dissatisfied 20%
Dissatisfied 10%
Total 100%
TableNo:4
Graph:4

Opinio

10
23

20

47

Extremely Satisfie NeitherSatisfied Dissatisfie

Interpretation 4: 100% of the respondents 47% of the respondents approached were

satisfiedwiththesafetyandcomfortfeatureoftheBolero.Followedby27%wasextremelysatisfied,
17%areneutralandrestofthe7%wasdissatisfiedwithsafetyandcomfort featureofBolero.

Observation:AsmajorityoftherespondentsaresatisfiedwiththesafetyandcomfortfeatureofMahi
ndraBolero,thecompanyshouldmaintainthesamestandardanditissuggestedtocomeupwith
suitable measure to reduce the negative opinion among theconsumer who are of
theopinionthatthefuelconsumptionisadissatisfyingfactor.

41
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5) CustomeropinionstowardDesign.

Factor Percentage
ExtremelySatisfied 20%
Satisfied 40%
Neutral 27%
Dissatisfied 13%
Total 100%
TableNo:5
Graph:5

Opinio

13
20

27

40

ExtremelySatisfiedSatisfiedNeutral

Interpretation5:100%ofrespondents40%oftherespondentsapproachedweresatisfiedwitht
heDesignoftheBolero.20%weremoresatisfied,27%ofthemneutraland13%aredissatisfiedwi
th thedesign of the Bolero.

Observation: As majorityof therespondents are satisfied with the design of

MahindraBolero, the companyshouldmaintainthe same standard and itissuggested to come up
withsuitablemeasuretoreducethenegativeopinionamongthe
consumerwhoareoftheopinionthatthefuelconsumptionisadissatisfyingfactor.

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6) CustomersatisfactionstowardMaintenanceof Mahindra&Mahindra

Factor Percentage
ExtremelySatisfied 23%
Satisfied 51%
Neutral 21%
Dissatisfied 5%
Total 100%
TableNo:6

Graph:6
SatisfactionLevel

5%
23%
21%

51%

ExtremelySatisfiedSatisfiedNeutralDissatisfied

Interpretation 6: The sample drawn on the probability basis shows that out of 100%
ofrespondents51%oftherespondentsapproachedweresatisfiedwiththemaintenanceoftheBolero.
23% were extremely satisfied, 21% of neutral and 5% are dissatisfied with themaintenance.

Observation: Thoughmajorityof thecustomer are satisfiedthat the maintenance cost

ofMahindraBoleroisless,around20%arenotsatisfiedwhichmaybebecauseofcomparisonofBoler
owiththenewlylaunchedcompetingbrandscomingwithevenlowermaintenancecost.

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7) Customerawarenessaboutpowersteering.

Option No.OfRespondent No.OfRespondents(%)

Aware 120 80%
Unaware 30 20%
Total 150 100%
TableNo:7

Graph:7

%OfRespondents

20%

80%

AwareUnaware

Interpretation7:Outof100%ofrespondents,80%oftherespondentsapproachedwereaware
ofthepowersteeringpresentinsomevariantofBoleroand20%werenotawareofthepowersteerin
gpresentinsomevariantofBolero.

Observation:Mostoftherespondentsapproachedwereawareofpowersteeringsystemintrod
ucedin some variants of Bolero.

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8) CustomerperceptionsaboutMahindra&Mahindra

VeryGood Good Average Bad VeryBad

20% 47% 21% 12% 0
TableNo:8

Graph:8

Opinio

12%
20

21

47

VeryGoodGoodAverageBadVary

Interpretation 8: The sample drawn on the probability basis shows that out of 100%
ofrespondents 47% of therespondents gave Good response. 20% gave Very Good response,
21%gaveAverageresponseand12%gavebadresponsebutnoneinthenegative.

Observation: As 67% of the respondents are satisfiedthat theyare happy with Mahindra&
Mahindra,itsatisfiesthatthecustomersatisfactionlevelsareveryhigh.Ifthecompanyweretoidentifyth
epitfallsintheirproduct andundertakeremedialmeasure,
thusitwillleadtomoregoodwordofmouthpublicity.

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9) MoreFeaturesrequiredintheproducts

Option No.OfRespondent No.OfRespondents(%)

Yes 120 80%
No 30 20%
Total 150 100%
TableNo:9

Graph:9

%OfRespondents

20%

80%

AwareUnaware

Interpretation7:Outof100%ofrespondents,80%oftherespondentsapproachedwantedmorefe
atures inits products and 20%werenot aware/ didn‘twanted morefeatures.

Observation:Mostoftherespondentsapproachedwantedmorefeaturesinthecompanyproducts.

46
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CHAPTER-5
SUMMARYOFFINDINGS
,SUGGESTIONS AND
CONCLUSION

47
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Findings

Basedonthedatagatheredbyadministratingschedulestocustomersthefollowingobservationsar
emade.

 Mahindra&Mahindrahasexcellentpercentageofcustomer satisfaction.

 Mostofthepeoplearesatisfiedwithitslowmaintenancecostandaftersalesserviceprovidedby
Mahindra&Mahindra.

 Basedonthefuelconsumption,mostofthepeoplearesatisfiedwithit.

 BasedonSafetyandComfort,Design,Space,
Maintenancemostofthepeoplearesatisfiedwithit.

 LargenumbersofusersareawareofitsmanyFeatureslikepowersteering.

 Ifwetakethesatisfactionlevelofpeopletowardthecompany,itcomesinthepre
ferredcompanies.

 Itsfeaturesandstylesatisfymostofthepeople.

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RECOMMENDATION

 MahindraCompanyhas to implementgood customerrelationshipmanagement strategy

thatenhancescustomersatisfactionlevel.
 ThecompanycanfortheundertakeR&Dtoimprovetheexistingfeaturewhichfieldhelpincr
easeinthecustomersatisfaction.
 Thecompanyshouldpromoteabouttheentirefeatureofferedbyit.
 Asmajorityofthecustomergiveopinionthattheyaresatisfiedisthefactor,servicesanddesigno
f theproduct of the companyshouldtaken not onlymaintaintheexisting standard
butalsoenhancethem.
 Asmajorityoftherespondentsaresatisfiedwiththesafetyandcomfortfeatureof
Mahindra,thecompanyshouldmaintainthesamestandardanditissuggestedtocomeupwith
suitable measure to reduce the negative opinion among the consumer who are
oftheopinionthatthefuelconsumptionisiadissatisfyingfactor.
 MajorityoftherespondentsaresatisfiedwiththesafetyandcomfortfeatureofMahindraBolero,
thecompanyshouldmaintainthesamestandardanditissuggestedtocomeupwithsuitablemeasur
e to reduce the negative opinion among the consumer whoare of the
opinionthatthefuelconsumptionisadissatisfyingfactor.
 Assuch,Mahindrashouldfocusontheaspects,whichwillenhancethecustomersatisfactionandth
usthemarketshare.

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Limitationofthesurvey

Thoughbestefforthavebeenmadetomakethestudyfairtransparentanderrorfreeyettheremightbesomein
evitable andlimitations. Although outright measures area undertaken to make thereport
mostaccurate some inadvertent errors might have crept in and suggestions to improveor
eliminatethesamearemost welcome.

 Thelimitationsof thesurveyarenarratedbelow:

 Theprojectisvalidiforthepredefinedareaofworki.e.Mysore&Kodagu

 Theremaybesomebiasedresponsefromtherespondents.

 Somerespondentsdidnotprovidethefulldata.

 DuetodifferentRTO normsofState‘sinIndiaresponseofpeoplemightidifferfromthose of
othercitiesandstateifany.

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CONCLUSIONS

 MahindraandMahindraMotorshasaverygoodmarketshareinthestateofKarnatakafortheS
UVsegment.
 Thecompanyisofferinggoodservices,whichisreflectedonthesatisfactionofthecustomer.
 Majorityofthecustomeraresatisfiedwiththedesignofthevehicle.
 Mahindra&Mahindramotorsareprovidingbetterfacilitieswhencomparedwithotherbrand
s.
 As67%oftherespondentsaresatisfiedthattheyarehappy,itsatisfiesthatthecustomersatisfac
tionlevelsareveryhigh.Ifthecompanyweretoidentifythepitfallsintheirproductandundertaker
emedialmeasure,thusitwillleadtomoregoodwordofmouthpublicity.
 Thoughmajorityof the customer are satisfied that the maintenance cost of Mahindra
Vehiclesisless,around20%arenotsatisfiedwhichmaybebecauseofcomparisonwiththenewl
ylaunchedcompetingbrandscomingiwithevenlowermaintenancecost.
 As 80% of the respondents are happywiththespace availabilityof the
Mahindravehicle,itcanbeconductedthatthecompanyhasundertakenproperR&Dinthisas
pect.
 The20%oftherespondentswhohaveanswerednegativelymaybecomparingwiththeveh
iclein thesame categorylaunched veryrecently.
 ThecompanycanfortheundertakeR&Dtoimprovetheexistingfeaturewhichfieldhelpincreas
einthecustomersatisfaction.

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BIBLIOGRAPHY

Books:
 PhilipKotler,KevinKeller(2009),
MarketingManagement(ThirteenthEdition)
 MarketingManagement,TheMcGraw.Hill
CompanyRajanSaxena(ThirdEdition)
 Berman,BerryandJoelrEvans(Oct-
1997)RetailManagement:Astrategicapproach8theditionEnglewo
odcliffsNJprintcehall

 Countryanalysis1997―Aframeworktoidentifyandevaluatet
heNationalBusinessEnvironment‖

MAGAZINES:

 OUTLOOKBUSINESS(FEB,2018)

 BUSINESSSTANDARD(April-July2019)

 4P‘SOF BUSINESSANDMARKETING(June2009)

 BUSINESSTODAY- PickandChoose

 BUSINESSTODAY–Mahindra&MahindratobringnewmodelofXUV.

INTERNET:

 Businessworld.in

 http://www.india-garage.in/
 Autowold.com

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QUESTIONNAIRE
Customerprofile

a)Name b)Occupation

c)Age d)Income

e)Address:-

1. Are you satisfied with Mahindra BOLERO ?

Yes No

2. If “ Yes “ which factor you consider is satisfies you most ?

Features LowMaintenance

Comfort Style

Aftersaleservice

3. Are you satisfy with the fuel consumption of BOLERO ?

Extremelysatisfied Satisfied

Neutral Dissatisfied

4. Are you satisfied with the fuel consumption of BOLERO ?

Extremelysatisfied Satisfied

Neutral Dissatisfied

5. Are you satisfied with the safety and comfort of BOLERO ?

Extremelysatisfied Satisfied

Neutral Dissatisfied

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6. Are you satisfied with the design ?

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Extremelysatisfied Satisfied

Neutral Dissatisfied

7. Are you satisfied with space available in BOLERO ?

Aware Unaware

8. Are you satisfied with maintenance cost ?

Verygood Good

Average Bad

Verybad

9. Are you aware about power steering present in BOLERO ?

Yes No

10. Your genral perception about BOLERO ?

a. Very good b. good

b. Average d. bad

11. Do you want to give any suggestion about any change in the BOLERO ?

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