A

STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFRENCE

TO MAHINDRA & MAHINDRA

Submitted in partial fulfillment of the requirement of

MASTER OF BUSINESS ADMINISTRATION

SCIENCE AND TECHNOLOGY ENTREPRENEURS’ PARK

HARCOURT BUTLER TECHNOLOGICAL INSTITUTE

NAWABGANJ, KANPUR (U.P) – 208002

Academic Session

2016-2018

Dr. APJ Abdul Kalam Technical University, Lucknow, Uttar Pradesh

Under The Supervision Of : Submitted by

Mrs. Rashi Saxena Piush Bhatnagar

Assistant Professor MBA

1
 ACKNOWLEDGEMENT

The authorship of a monograph is usually attributed to one person but report on the
internship or a project work like this is one is joint affair. I indebted to all who have been
great help to me in doing and writing this project report.

Firstly, I am thankful and express my gratitude to Mr. Anoop Yadav (Marketing Head)
Tirupati Vehicles Pvt. Ltd. Bijnor, Works for his valuable guidance and support at all time
and provide me the best opportunity to complete my summer training project with an
esteemed organization.

I am also grateful and extend my special thank to Mrs. Rashi Saxena (Mentor) STEP-
HBTI KANPUR for his valuable guidance and support at all time.

I am pleased to say that whole report is just the presentation of the facts that have been
found during the projects through different sources and its each sentence is an exact
representation of the information obtained and the analysis thereof.

I hope that I have manifested my sincere attempts to represent all the information and
other to the best ability.

PIUSH BHATNAGAR

MBA 1st YEAR

1618170067

2
 DECLARATION

I do hereby declare that the Project work entitled “A STUDY ON CUSTOMER

SATISFACTION WITH SPECIAL REFERENCE TO MAHINDRA & MAHINDRA”

submitted for the partial fulfilment for the award of Masters Of Business

Administration (MBA) of STEP HBTI, Kanpur has not previously formed the

basis for the award of any degree, diploma, associate ship, fellowship or other similar

title or recognition.

The information and the data given in the report are authentic to the best of my

knowledge.

This summer training report is not being submitted to any other University for award of

any other Degree, Diploma, and Fellowship.

PIUSH BHATNAGAR

MBA 1st YEAR

ROLL NO- 1618170067

3
4
5
 PREFACE

As a part of the MBA curriculum & in order to practical knowledge in the field of

management, we are required to make a report on “A STUDY ON CUSTOMER

SATISFACTION WITH SPECIAL REFERENCE TO MAHINDRA & MAHINDRA.

The basic objective behind doing this project is to get k1nowledge about the customer

satisfaction level.

In this project report we have included various concept, effects, and implications

regarding the organization.

Doing this project report helped me to enhance my knowledge regarding the work in to

the attitude of employees towards the organization policies & organizational climate.

Through this project report I came to know about team work & the role of devotion

towards specified task.

6
 TABLE OF CONTENTS
S. PARTICULARS PAGE NO.
NO
Institute’s Certificate i
1
Company’s Certificate ii
2
Acknowledgment. iii
3
Declaration iv
4
5 Preface v
Introduction
7  Topic
8 Objective
9 Significance of the study
Industry Profile
10
Company Profile
11
Trade Profile
12
Research Methodology
13
14 Data Analysis & Interpretation
15 Finding
16 Conclusion
17 Suggestion

18 Limitation
19 Annexure

20 Bibliography

7
INTRODUCTION

8
Customer Satisfaction is the buzzword used by the business people for the success of

organization in the present days. Due to the increases of heavy competition in every

product –line it become difficult for the companies to retain the customers for longer

time. So retain the customer for longer time the marketer has to do only one things i.e.

customer satisfaction .If customer is fully satisfied by the product it not only rub the

organization successfully but also fetch many benefits for the company . They are less

process sensitive and they remain customer for a longer period. They buy addition

products overtimes as the company introduce related produce related products or

improved, so customer satisfactions is gaining a lot of importance in the present day.

Every company is conducting survey on customer satisfaction level on their products .To

make the products up to the satisfaction level of customers.

This project is also done to know the customers satisfaction on the Mahindra and

Mahindra Automobiles. The impact of automobile industry on the rest of the economy

has been so pervasive and momentous that is characterized as second industrial. It played

a vital role in helping the nation to produce higher value good and services and in the

enhancing their skills and impose tremendous demand for automobile, lot of car

manufacturers company facing cut throat competition in the fields of technology and

price.

Customer Satisfaction Strategies Followed By M&M

The different strategies followed by M&M consists of Customer relationship

management, strategy to providing better facility to the owner, and strategy to provide

better after sales service to customer.

9
Customer Relationship Management

CRM as a tool was used to create positive word-of-mouth, to monitor customer

experiences and generate referrals. A series of CRM activities were implemented with

regular direct communication, events and customer satisfaction surveys, Events, Festive

offers, Rewards Program, etc.

10
EXECUTIVE

SUMMARY

11
Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The

company started manufacturing commercial vehicles in 1945. M&M is the leader by far

in commercial vehicle and the second largest in the passenger vehicle market. The

company is the world’s sixth largest medium and heavy commercial vehicle

manufacturing.

Mahindra is best known for utility vehicles and tractors in India, Its automotive division,

the company's oldest unit (founded in 1945), makes jeeps and three-wheelers (not

passenger "auto rickshaws," but utilitarian delivery and flatbed incarnations). M&M's

farm equipment sector, formed in 1963 during India's green revolution, manufactures

tractors and industrial engines. M&M also produces military vehicles. The company has

facilities located throughout India.

The survey involved gathering wide information about the company, its products,

customer satisfaction and impact of various competitive firms on the company.

From the information collected, various aspects were identified where the company needs

to focus more to improve the efficiency of marketing team of Mahindra Automotive.

The research was conducted through collection of primary and secondary data. Secondary

data was collected through visiting various web sites, automobile magazines and other

reliable sources. Primary data was collected through a well-framed questionnaire, of

which later a detailed analysis was done using various statistical I.T. tools like MS Word

and MS Excel.

12
On the basis, the secondary data analysis and the extensive analysis of the primary data,

interpretations were drawn for the questions and conclusion is drawn. Certain

suggestions are also drawn from the analysis to help.

Mahindra Automotive to increase its market share in commercial passenger segment and

MPVs.

The main research that followed is to know “Customer satisfaction towards Mahindra

and Mahindra SUV. Due to the limited resources and time constraints, the study was

conducted within the area Bijnor (UP).

13
INTRODUCTION

OF AUTOMOBILE

INDUSTRY

14
The automobile industry has changed the way people live and work. The earliest of

modern cars was manufactured in the year 1895.

Shortly the first appearance of the car followed in India. As the century turned, three cars

were imported in Mumbai (India). Within decade there were total of 1025 cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel was used

for transportation in India. In the beginning of 15th century, Portuguese arrived in China

and the interaction of the two cultures led to a variety of new technologies, including the

creation of a wheel that turned under its own power. By 1600s small steam-powered

engine models was developed, but it took another century before a full-sized engine-

powered vehicle was created.

Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year

1893. It was the first internal-combustion motor car of America, and it was followed by

Henry Ford’s first experimental car that same year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost

that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood,

and an aluminum body.

15
Chauffeurs usually drove it and emphasis was on comfort and style rather than speed.

During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-

steel wheels, and four-wheel brakes.

Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum

body.

The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that

suited more to the needs of families. In 1930s, vehicles were less boxy and more

streamlined than their predecessor was.

The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless

tires.

The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It

was built on compact and stylized lines, and was capable of 230 kmph (144 mph).

This was the Indian automobile history, and today modern cars are generally light,

aerodynamically shaped, and compact.

Facts & Figures

The automobile industry in India is on an investment overdrive. Be it passenger car or

two-wheeler manufacturers, commercial vehicle makers or three-wheeler companies -

everyone appears to be in a scramble to hike production capacities. The country is

expected to witness over Rs 30,000 crore of investment by 2010.

16
Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors

will be launching a mini and may be a compact car.

Most of the companies have made their intentions clear. Maruti Udyog has set up the

second car plant with a manufacturing capacity of 2.5 lakh units per annum for an

investment of Rs 6,500 Crore (Rs 3,200 Crore for diesel engines and Rs 2,718 Crore

for the car plant itself).

Hyundai and Tata Motors have announced plans for investing a similar amount over the

next 3 years. Hyundai will bring in more than Rs 3,800 Crore to India.

Tata Motors will be investing Rs 2,000 Crore in its small car project.

General Motors will be investing Rs 100 Crore, Ford about Rs 350 Crore and Toyota

announced modest expansion plans even as Honda Siel has earmarked Rs 3,000 Crore

over the next decade for India - a sizeable chunk of this should come by 2010 since the

company is also looking to enter the lucrative small car segment.

.Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have

each announced well over Rs 1,000 Crore of investment. Mahindra & Mahindra's

joint venture with International Trucks is expected to see an infusion of at least Rs 500

Crore.

Industry performance in 2008-09

The Indian automotive market managed to stand up to the vagaries of the economic

meltdown to show slightly growth during fiscal 2008-09. Overall vehicle sales at 97.23

17
lakh grew 0.71 per cent from 96.54 lakh units in 2007-08.

When major automotive markets reported a 30-40 per cent decline, only a handful of

countries managed to show growth. A few months ago, India was looking at negative

growth but has turned around. It is actually better than expected.

Passenger vehicle sales at 15.51 lakh registered flat growth while commercial vehicle

sales showed a 21 per cent drop.

SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per

cent growth for the commercial vehicle segment, the industry body predicts a 3-5 per

cent growth for passenger vehicles. The three-wheeler segment may grow 5-8 per cent

growth while two wheelers may show 3-5 per cent growth.

The passenger vehicle market has weathered the downturn largely due to market leader

Maruti Suzuki which holds 48 per cent of the market. The compact car giant clocked

7.22 lakh units for 2008-09. Closest rival Hyundai Motor India sold 2.44 lakh cars, a

growth of 13 per cent. Tata Motors’ sales grew 1.3 per cent at 2.30 lakh units while

Mahindra & Mahindra posted 2.5 per cent growth at 1.06 lakh units.

Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motor’s

numbers fell 15 per cent to 46,892 units while Ford India’s sales were down 17 per

cent to 27,976 units. Honda Siel Cars India also saw a 17 per cent drop at 52,420 units

while General Motors India was down 8 per cent to 61,526 units.

18
Among commercial vehicle makers, all major players saw substantial fall in volumes.

Market leader Tata Motors with a 60 per cent plus share, showed 22 per cent drop in

numbers at 2.34 lakh units while Ashok Leyland showed 37 per cent drop at 47,632.

Eicher’s sales volume fell 37 per cent at 17,341 units and Force Motors was down 28

per cent at 7,819 units. “The freight movement is unlikely to improve this fiscal which

will impact truck sales.

Two-wheeler sales grew 2.6 per cent to 74.38 lakh units. “Hero Honda has made up for

the erosion of sales volume for other two-wheeler makers including Bajaj Auto and TVS

Motor Company,” said Mr. Matta. Hero Honda clocked 36.40 lakh units, a growth of

12.5 per cent. Bajaj Auto’s volumes dropped 23 per cent to 12.86 lakh units while TVS

saw a marginal decline at 11.36 lakh units. Honda Motorcycle and Scooter India’s sales

surged 16 per cent to 10.15 lakh units.

19
OBJECTIVES OF

THE STUDY

20
The study has been under taken to analyze the customer satisfaction towards all variant of

Mahindra Motors in Bijnor(UP).with a special reference to the M&M motors, the other

objectives are:

 To gather information about customer satisfaction toward Mahindra and Mahindra

Motors in the geographic region of Bijnor(UP).

 To know the customer perception about features, low maintenance cost and looks

of Mahindra and Mahindra Motors.

 To know the customer satisfaction about the safety and comfortable Vechiles of

Mahindra and Mahindra .

 To provide suggestions, in improving the customer satisfaction and the company

sales and profitability

 To know the customer satisfaction towards the after sales service offers by M&M.

21
COMPANY

PROFILE

22
 HISTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE

Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed.

Later on, after the partition of India, one of the partners - Ghulam Mohammad - returned

to Pakistan, where he became Finance Minister. As a result, the company was renamed to

Mahindra & Mahindra in 1948.

M&M started its operation as a manufacturer of general-purpose utility vehicles. It

assembled CKD jeeps in 1949. Over the passing years, the company expanded its

business and started manufacturing light commercial vehicles (LCVs) and agricultural

tractors.

Apart from agricultural tractors and LCVs, Mahindra & Mahindra also showed its

dexterity in manufacturing army vehicles. Soon, it started its operations abroad, through

its plants set up in China, the United Kingdom and the USA.

23
M&M partnered with companies prominent in the international market, including Renault

SA, International Truck and Engine Corporation, USA, in order to mark its global

presence. M&M also started exporting its products to several countries across the world.

Subsequently, it set up its branches including Mahindra Europe Srl (based in Italy),

Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.

At the same time, M&M managed to be the largest manufacturer of tractors in India, by

holding leadership in the market of the country, for around 25 years. The company is an

old hand in designing, developing, manufacturing and marketing tractors as well as farm

implements. It made its entry to the passenger car segment in India, with the manufacture

of Logan (mid-size sedan) in April 2007, under the Mahindra Renault collaboration.

Soon after the considerable success of Logan, M&M started launching a wide range of

LCVs and three wheelers as well as SUVs including Scorpio and Bolero. In the present

time, Bolero has gained immense popularity in India. It is one of the most opted vehicles

in its.

24
SUV PRODUCT OF MAHINDRA AND MAHINDRA

MAHINDRA BOLERO

Mahindra Bolero is one of the most successful and popular utility vehicle of the

Mahindra and Mahindra Group. The car is robust in appearance and it has been elegantly

designed, keeping in mind the conditions of the Indian roads.

Mahindra Bolero is also among the best fuel-efficient cars of India as the manufacturer

has equipped it with a 2500 cc diesel engine with5- speed transmission.

MAHINDRA SCORPIO

Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility

Vehicle in India in 2002.

This SUV has redefined the expectations for the design of SUVs with its sturdy looks and

powerful performance, the sophisticated interior design adds to the further glory to the

appearance.

MAHINDRA INGENIO

Mahindra & Mahindra is planning to launch a new multi-purpose vehicle (MPV) to take

on the Toyota Innova and the Chevrolet Tavera in both the individual buyer and taxi

segments. Mahindra has currently named the project Ingenio. The vehicle is expected to

hit the market in2009

25
MAHINDRA RENAULT LOGAN

Much awaited Mahindra-Renault Logan has been launched in India. This compact sedan

is a spacious, practical and affordable vehicle. The outlook of Logan is impressive and

the basic version is a value for money, however the top-end versions are a bit high on

price. The prominent feature of this car is its performance, interiors and economy.

MAHINDRA XYLO

Mahindra & Mahindra Limited launched their latest Multi Utility Vehicle (MUV) “Xylo”

in India on January 13, 2009. The car boasts of having all the luxurious features that are

seen in today’s sedans, with the ample space of a utility vehicle. Xylo's muscular stance

contributes to its commanding road presence. Fully packed with the latest features, the

MUV is sure to impress Indian consumers and provide a stiff competition to the other

vehicles within its class.

Performance Of Mahindra XYLO

Under the hood of Mahindra Xylo lies a 4-cylinder turbocharged, mEagle diesel engine,

which generates a power of 112bhp @ 3800 rpm and a peak torque of 24 kgm @ 1800-

3000 rpm. The powerful engine is developed on the NEF CRDe platform and is mated to

5-gears manual transmission. The car accelerates from rest to 60 km/h in just 5.8 seconds.

26
MILSTONE, AWARDS AND ACCOLADES

M&M’s 61st year was studded with a number of noteworthy achievements,

prestigious prizes and glittering awards.

DUAL HONOURS FOR CHAIRMAN MR. KESHUB MAHINDRA

Chairman, Mr. Keshub Mahindra was awarded the “Business Visionary Award 2006”

instituted by the National Institute of Industrial Engineering (NITIE), Mumbai.

Chairman, Mr. Keshub Mahindra was also awarded the prestigious IBS Kolkata Lifetime

Achievement Award for his ‘unparalleled contribution to industrial growth and social and

economic development of the community’.

The Institute of Chartered Financial Analysts of India’s (ICFAI) India Business School

(IBS) presented it, Kolkata, at the Strategy Summit 2007, held in Kolkata.

SLEW OF HONOURS FOR MR. ANAND MAHINDRA

Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number of prestigious

awards in 2006-07, including:

 The prestigious CNBC Asia Business Leader of the Year Award for the Year 2006 as

well as the CNBC TV India “Business Leader of the Year Award”.

 The ‘CEO of the Year’ award at the India Brand Summit 2006 co-sponsored by

Business Standard and ITM Business School in association with Times Now and

DNA newspaper.

27
 The LMA Entrepreneur of the Year 2006 award, instituted by the Ludhiana

Management Association (LMA).

 The Most Inspiring Corporate Leader of the Year’ Award by NDTV Profit

 The NDTV Profit – Car & Bike Award 2007 for Automobile Man of the Year.

Mr. Anand Mahindra was also nominated as a Member of the Council of the Executive

Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He

was featured in the list of 50 Most Influential Indians in Business Week’s edition dated

August 13, 2007

HIGHEST CRISIL RATING FOR M&M

M&M has received the highest Governance & Value Creation rating, CRISIL GVC Level

- I from CRISIL for the ability to create value for all stakeholders, while adopting sound

corporate governance practices.

DUN & BRADSTREET AMERICAN EXPRESS CORPORATE AWARDS 2006

Mahindra & Mahindra was rated as the leading Indian company in the Automobile -

Tractors sector in the ‘Dun & Bradstreet – American Express Corporate Awards 2006’.

The Automobile Sector comprises of three categories – Passenger Vehicles, Commercial

Vehicles and Tractors.

28
These awards recognize the virtues of size and growth in the awards methodology. M&M

ranked No. 1 in these two segments in the premier Dun & Bradstreet India publication,

India’s Top 500 Companies 2006.

MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD

Mahindra & Mahindra was honored with the Amity HR Excellence Award at the Fourth

Amity Global HR Summit 2007 held at the Amity International Business School, Noida.

The Amity HR Excellence Award recognized Mahindra as one the most admired

companies across the global on account of its innovative strategies for Human Resources

Management and Development.

GLOBAL HR EXCELLENCE AWARD FOR M&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

awards recognize organizations and individuals who have embraced change, encouraged

constructive challenges and demonstrated entrepreneurial skills in the corporate world.

29
M&M WINS BOMBAY CHAMBER GOOD CORPORATE CITIZEN AWARD

2006-07

M&M was presented with the coveted Bombay Chamber Good Corporate Citizen Award

2006-07 at a glittering ceremony held to celebrate the Chamber’s 172nd Foundation Day

on September 21, 2007. Mr. Bharat Doshi, Executive Director, M&M Ltd. and Mr.

Rajeev Dubey, Member of the Group Management Board and Chairman, Mahindra &

Mahindra CSR Council, received the award on behalf of the company.

This Award recognizes and honors conspicuous achievement by corporate organizations

by way of service to the civic community, in addition to outstanding operational

performance. It takes into account several parameters, including Business Performance,

Corporate Interests, Employee Welfare, Customer and Stakeholder Satisfaction and

Social Investment.

GOLDEN PEACOCK AWARD FOR EXCELLENCE IN CORPORATE

GOVERNANCE

Mahindra & Mahindra won the coveted Golden Peacock Award for Excellence in

Corporate Governance 2006. This award validates the company’s ‘Best-in-Class’

corporate governance practices and reflects its transparent and ethical dealings with

stakeholders across the entire value chain. It recognizes the Management’s commitment

to the highest standards of corporate conduct and its commitment to Corporate Social

Responsibility as a distinct activity that helps build commendable social values and adds

to the ethical fiber of the organization.

30
BEST AUTOMOTIVE MANUFACTURING SUPPLY CHAIN EXCELLENCE

AWARD

Mahindra & Mahindra has been awarded as the organization with the “Best Automotive

Manufacturing Supply Chain Excellence”. The awards were presented by India Times

Mindscape (Times of India Group) along with the Business India Group at the Express,

Logistics & Supply Chain Awards held in Mumbai on September 28, 2007. A. C.

Neilson is accredited with the research for the award nominees and winners.

HIGH RANKINGS FOR MAHINDRA

M&M was ranked second in the prestigious e Most Trusted Car Company in India study

conducted by TNS. M&M scored 127 points, just seven points below the top ranking

company, according to a TNS communiqué.

 M&M was ranked 14th in The Economic Times prestigious ‘ET 500’ list of top

achieving companies in India. The company has moved up four ranks from last

year. To quote from the ‘ET 500’ write-up: “M&M’s ‘art-to-part’ strategy of

diversification into the auto parts value chain and its plans for new platforms for

utility vehicles and joint venture with Renault for Logan have led to a gain in

ranks.”

 M&M was ranked 22nd in Business India’s annual survey of the country’s top

companies - Super 100

31
  M&M was ranked 31st in Business Today’s annual survey of India’s most

valuable companies

MILESTONE OF MAHINDRA AND MAHINDRA

YEAR ACHIEVMENTS

1947 In October, the first batch of 75 Utility Vehicles (UVs) imported in CKD

condition from Willys overland Export Corporation.

1949 Lease of 11,071 Sq. yards at Mazagaon from British India Steam navigation.

The first Willys Overland Jeep built in India at the Assembly Plant , Mazagaon,

Bombay (now Mumbai).

1954 Manufacture of Vehicles undertaken in collaboration with Kaiser Jeep

Corporation and American Motors Corporation.

32
1962 Indigenous content of Jeep goes up to 70 per cent. To centralise manufacturing

operations, 137 acres of land purchased at Kandivli.

1965 FC 150 Petrol Trucks introduced.

1967 Two wheelers drive Utility Vehicles introduced. The 101" wheel base and Metal

Body UVs introduced. Indigenous content goes up by 97 per cent.

1969 The start of vehicles export. Export of total 1200 UVs along with spare parts to

Yugoslavia. Exported also to Ceylon, Singapore, Philippines and Indonesia.

1970 The contracts to export of 3304 vehicles, mainly to Yugoslavia and Indonesia

concluded.

1971 Separate R&D section set up.

1974 Maxi miller campaign launched for the conservation of fuel. CJ 4A was

introduced with new transmission and axle ratio. Collaboration agreement with

33
 Jeep corporation (subsidiary of AMC, Detroit).

1975 FC 260 Diesel light truck and CJ 500 D Diesel was introduced with MD 2350

Diesel Engine.

1979 The Government of India approves in principle, technical collaboration with

Peugeot (France) for the manufacture of XDP 4.90 Diesel Engine.

1981 The Nasik Trucks Assembly Plant and Peugeot Engine Assembly Plant at

Ghatkopar inaugurated. NC 665 DP Mini Truck rolls out from Nasik Assembly

Line.

1983 FJ 460 model was introduced with 4-speed gearbox. Engine plant at Igatpuri

formally inaugurated by Mr. Jean Boillot, President of Automobiles Peugeot of

France for the manufacture of 25,000 Peugeot and Petrol engines.

1985 The New Mahindra Vehicle-MM 540 was launched in Bombay. NC 640 DP

with 4 speed gearbox and Mahindra MM 440 was introduced.

34
1986 CJ 640 DP Vehicle introduced.

1987 MM 540 DP metal Body Wagonette introduced.

1988 M&M signed a MoU with Hyderabad Allwyn Nissan Limited to form

Mahindra Nissan Allwyn Ltd., as its associate company with LCV operations in

Andhra Pradesh.

The CJ 340 DP model was introduced. M&M and Peugeot announced their tie
1989 up for the manufacture of Peugeot 504 pickup truck, BA 10 gearboxes and

latest XD 3 diesel engines. M&M acquired automotive pressing unit at Kanhe,

from Guest Keen Williams Ltd.

1991 Introduced CJ 500 DI model with MDI 2500 A direct injection diesel engines.

M&M bags order to export 10,000 CKD kits. Commander range of models: 650

DI, 750 DP/HT were also launched with tremendous market response.

1993 The Mahindra Armada was launched

35
 Mahindra Nissan Allwyn Ltd. (MNAL) was merged with M&M and
1995 Zaheerabad LCV operations becoming part of Automotive Sector. FJ series of

LCVs were shifted from Nasik to Zaheerabad. Igatpuri Engine Plant received

ISO 9002 certificate.

1996 The new LCV model Cabking DI 3150 & Mahindra Classic vehicles were

launched. New Commander 5 Door Hard Top introduced.

Commercial production of the Ford Escort commenced at Nasik Plant. License

1997 & Technical Assistance Agreement signed with Mitsubishi Motors Corporation

for Manufacture of SL Body at Zaheerabad (Voyager with XD 3 and BA 10).

Kandivli and Nasik plants received ISO 9002 certificate from RW-TUV.

1998 Die shop Inauguration at Nasik Plant 2-8/8/97. Voyager was launched by the

Chairman at Zaheerabad Plant on 12/11/97

36
PRODUCT

PROFILE
37
MAHINDRA“SCORPIO”

MAHINDRA “BOLERO”

38
MAHINDRA “XYLO”

MAHINDRA RENAULT “LOGAN”

MAHINDRA “MARSHAL”

39
MAHINDRA “MAXX”

BOLERO VARIANTS

Bolero SLX

Features and Specification

Make Mahindra
Model Bolero
Variant SLX
Body Type SUV
No. of Doors 5

Fuel Efficiency:

City Mileage 9.4 kmpl

40
 Highway Mileage 12.4 kmpl
Fuel Capacity 60 liters
Fuel Type Diesel
Fuel Grade -

Engine Parameters:

Displacement 2523cc
Bore -
Stroke -
Cylinder Configuration 4 inline
Valve Gear Operation -
Compression Ratio -
No. of Valves 8
Aspiration Turbo Charged
Fuel System DI
Horse Power 63.12@3200 ps@rpm
Torque 180@1440 Nm@rpm

Steering and Suspension

Steering Type Rack and pinion, power assist

Power Steering Yes
Front Suspension Independent with coil spring
Rear Suspension Leaf spring

Dimensions:

Length 4056 mm
Height 1880 mm
Width 1660 mm
Wheel Base 2680 mm
Clearance 200 mm
Boot -
Front Head Room Min: 60mm Max: 60mm
Front Leg Room *0 -
Rear Head Room Min: 60mm Max: 60mm
Rear Leg Room Min: 74mm Max: 94mm

41
 Krebs Weight Min: 1615kg Max: 1615 kg
Gross Weight

Drive Train

Type Manual
Gears 5
Drive Line RWD

Comforts Features

AM / FM Radio Present

Except AM / FM radio there is no other comfort is provided.

Safety: There is no safety feature included in Bolero SLX including antitheft system etc.

BOLERO SLE

Feature and Specification

Make Mahindra
Model Bolero
Variant SLE
Body Type SUV
Number of Doors 5

Fuel Efficiency:

City Mileage 9.5 kmpl

Highway Mileage 13.2 kmpl

42
 Fuel Capacity 60 liters
Fuel Type Diesel
Fuel Grade -

Engine Parameters:

Displacement 2523cc
Bore -
Stroke -
Cylinder Configuration 4 inline
Valve Gear Operation -
Compression Ratio -
No. of Valves 8
Aspiration Turbo Charged
Fuel System DI
Horse Power 63.12@3200 ps@rpm
Torque 180@1440 Nm@rpm

Steering and Suspension

Steering Type Rack and pinion, power assist

Power Steering Yes
Front Suspension Independent with coil spring
Rear Suspension Parabolic Leaf spring

Dimensions:

Length 4056 mm
Height 1880 mm
Width 1660 mm

43
 Wheel Base 2680 mm
Clearance 180 mm
Boot -
Front Head Room -
Front Leg Room -
Rear Head Room -
Rear Leg Room -
Krebs weight Min: 1615kg Max: 1615 kg
Gross weight -

Drive Train

Type Manual
Gears 5
Drive Line RWD

Comfort Features

Air-Conditioning Yes

Except Air conditioning, no other comfort features are present in the Bolero SLE.

Same as SLX no safety features are present in the Bolero SLE.

44
BOLERO DIZ

Feature and Specification

Make Mahindra
Model Bolero
Variant DIZ
Body Type SUV
Number of Doors 5

Fuel Efficiency:

City Mileage 9.5 kmpl

Highway Mileage 13.2 kmpl
Fuel Capacity 60 liters
Fuel Type Diesel
Fuel Grade -

Engine Parameters:

Displacement 2523cc
Bore -
Stroke -
Cylinder Configuration 4 inline
Valve Gear Operation -
Compression Ratio -
No. of Valves 8
Aspiration -
Fuel System DI
Horse Power 63.12@3200 ps@rpm
Torque 137.5@2000-2500 Nm@rpm

45
Steering and Suspension

Steering Type Rack and pinion, power assist

Power Steering Yes
Front Suspension Independent with coil spring & anti

roll bar
Rear Suspension Parabolic Leaf springs

Dimensions:

Length 4056 mm
Height 1880 mm
Width 1815 mm
Wheel Base 2680 mm
Clearance 200 mm
Boot -
Front Head Room -
Front Leg Room -
Rear Head Room -
Rear Leg Room -
Krebs weight Min: 1615kg Max: 1615 kg
Gross weight 5.4 kg

Drive Train

46
 Type Manual
Gears 5
Drive Line RWD
This model of Mahindra Bolero do not consist any comfort features and safety features.

BOLERO DI

Feature and Specification

Make Mahindra
Model Bolero
Variant DI
Body Type SUV
Number of Doors 5

Fuel Efficiency:

City Mileage 10.7 kmpl

Highway Mileage 12.9 kmpl
Fuel Capacity 60 liters
Fuel Type Diesel
Fuel Grade -

47
Engine Parameters:

Displacement 2523cc
Bore -
Stroke -
Cylinder Configuration 4 inline
Valve Gear Operation -
Compression Ratio -
No. of Valves 8
Aspiration Turbo Charged
Fuel System DI
Horse Power 63.08@3200 ps@rpm
Torque 180@1440 Nm@rpm

Steering and Suspension

Steering Type Rack and pinion, power assist

Power Steering No
Front Suspension Independent with coil spring
Rear Suspension Leaf springs

Dimensions:

Length 4260 mm
Height 1810 mm
Width 1815 mm
Wheel Base 2680 mm
Clearance 183 mm
Boot -
Front Head Room Min: 60mm Max: 60mm
Front Leg Room -
Rear Head Room Min: 60mm Max: 60mm

48
 Rear Leg Room Min: 74mm Max: 94mm
Krebs weight Min: 1615kg Max: 1615 kg
Gross weight -

Drive Train

Type Manual
Gears 5
Drive Line RWD

Comfort Features

Air-Conditioning Yes

Except Air conditioning, no other comfort features are present in the Bolero SLE.

Same as SLX no safety features are present in the Bolero SLE.

BOLERO DI PLUS

Feature and Specification

Make Mahindra
Model Bolero
Variant Plus
Body Type SUV
Number of Doors 5

Fuel Efficiency:

City Mileage 9.4 kmpl

49
 Highway Mileage 13.1 kmpl
Fuel Capacity 60 litre
Fuel Type Diesel
Fuel Grade -

Engine Parameters:

Displacement 2523cc
Bore -
Stroke -
Cylinder Configuration 4 inline
Valve Gear Operation -
Compression Ratio -
No. of Valves 8
Aspiration Turbo Charged
Fuel System Direct Injection
Horse Power 63.08@3200 ps@rpm
Torque 180@1440-1550 Nm@rpm

Steering and Suspension

Steering Type Rack and pinion, power assist

Power Steering No
Front Suspension Independent with coil spring &

anti roll bar

Rear Suspension Parabolic Leaf springs

Dimensions:

Length 4440 mm
Height 1977 mm
Width 1660 mm
Wheel Base 2794 mm
Clearance 195 mm

50
 Boot -
Front Head Room -
Front Leg Room -
Rear Head Room -
Rear Leg Room Min: 74mm Max: 94mm
Krebs weight Min: 1615kg Max: 1615 kg
Gross weight -

Drive Train

Type Manual
Gears 5
Drive Line RWD

Comfort Features

Air-Conditioning Yes

Except Air conditioning, no other comfort features are present in the Bolero SLE.

Same as SLX no safety features are present in the Bolero SLE

51
 Research

Methodology

52
A research process consists of stages or steps that guide the project from its conception

through the final analysis, recommendations and ultimate actions. The research process

provides a systematic, planned approach to the research project and ensures that all

aspects of the research project are consistent with each other.

Research studies evolve through a series of steps, each representing the answer to a key

question.

INTRODUCTION

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and

concepts used during primary research in order to arrive at findings; which are also dealt

with and lead to a logical deduction towards the analysis and results.

RESEARCH DESIGN

I propose to first conduct a intensive secondary research to understand the full impact and

implication of the industry, to review and critique the industry norms and reports, on

which certain issues shall be selected, which I feel remain unanswered or liable to

change, this shall be further taken up in the next stage of exploratory research. This stage

shall help me to restrict and select only the important question and issue, which inhabit

growth and segmentation in the industry.

53
The various tasks that I have undertaken in the research design process are :

*0 Defining the information need

*1 Design the exploratory, descriptive and causal research.

RESEARCH PROCESS

The research process has four distinct yet interrelated steps for research analysis

It has a logical and hierarchical ordering:

*2 Determination of information research problem.

*3 Development of appropriate research design.

*4 Execution of research design.

*5 Communication of results.

Each step is viewed as a separate process that includes a combination of task , step and

specific procedure. The steps undertake are logical, objective, systematic, reliable, valid,

impersonal and ongoing.

EXPLORATORY RESEARCH

The method I used for exploratory research was

*6 Primary Data

*7 Secondary data

54
PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data

which is previously gathered data. An example is information gathered by a

questionnaire. Qualitative or quantitative data that are newly collected in the course of

research, Consists of original information that comes from people and includes

information gathered from surveys, focus groups, independent observations and test

results. Data

gathered by the researcher in the act of conducting research. This is contrasted to

secondary data, which entails the use of data gathered by someone other than the

researcher information that is obtained directly from first-hand sources by means of

surveys, observation or experimentation.

Primary data is basically collected by getting questionnaire filled by the

respondents.

SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose.

Sources include census reports, trade publications, and subscription services. There are

two types of secondary data: internal and external secondary data. Information compiled

inside or outside the organization for some purpose other than the current investigation

Researching information, which has already been published? Market information

compiled for purposes other than the current research effort; it can be internal data, such

55
as existing sales-tracking information, or it can be research conducted by someone else,

such as a market research company or the U.S. government.

Secondary source of data used consists of books and websites

My proposal is to first conduct a intensive secondary research to understand the full

impact and implication of the industry, to review and critique the industry norms and

reports, on which certain issues shall be selected, which I feel remain unanswered or

liable to change, this shall be further taken up in the next stage of exploratory research.

DESCRIPTIVE RESEARCH

STEPS in the descriptive research:

Statement of the problem

*8 Identification of information needed to solve the problem

*9 Selection or development of instruments for gathering the information

*10 Identification of target population and determination of sampling Plan.

*11 Design of procedure for information collection

*12 Collection of information

*13 Analysis of information

*14 Generalizations and/or predictions

56
DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire

method has come to the more widely used and economical means of data collection. The

common factor in all varieties of the questionnaire method is this reliance on verbal

responses to questions, written or oral. I found it essential to make sure the questionnaire

was easy to read and understand to all spectrums of people in the sample. It was also

important as researcher to respect the samples time and energy hence the questionnaire

was designed in such a way, that its administration would not exceed 4-5 mins. These

questionnaires were personally administered.

The first hand information was collected by making the people fill the questionnaires.

The primary data collected by directly interacting with the people. The respondents were

contacted at shopping malls, markets, places that were near to showrooms of the

consumer durable products etc. The data was collected by interacting with 200

respondents who filled the questionnaires and gave me the required necessary

information. The respondents consisted of housewives, students, businessmen,

professionals etc. the required information was collected by directly interacting with

these respondents.

57
DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION

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

intended. It attempts to describe them as they are rather than as the describer would like

them to be. Also called the audience the audience to be served by our project includes key

demographic information (i.e.; age, sex etc.).The specific population intended as

beneficiaries of a program. This will be either all or a subset of potential users, such as

adolescents, women, rural residents, or the residents of a particular geographic area.

Topic areas: Governance, Accountability and Evaluation, Operations Management and

Leadership. A population to be reached through some action or intervention; may refer to

groups with specific demographic or geographic characteristics. The group of people you

are trying to reach with a particular strategy or activity. The target population is the

population I want to make conclude an ideal situation; the sampling frames to matches

the target population. A specific resource set that is the object or target of investigation.

The audience defined in age, background, ability, and preferences, among other things,

for which a given course of instruction is intended.

I have selected the sample trough Simple random Sampling

58
SAMPLE SIZE:

This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors:

*15 Project goals

*16 How you plan to analyze your data

*17 How variable your data are or are likely to be

*18 How precisely you want to measure change or trend

*19 The number of years over which you want to detect a trend

*20 How many times a year you will sample each point

*21 How much money and manpower you have

SAMPLE SIZE

I have targeted 150people in the age group above 21 years for the purpose of the research.

The target population influences the sample size. The target population represents the

Bijnor regions. . The people were from different professional backgrounds.

59
The details of our sample are explained in chapter named primary research where the

divisions are explained in demographics section.

ERRORS IN THE STUDY

Interviewer error

There is interviewer bias in the questionnaire method. Open-ended questions can be

biased by the interviewer’s views or probing, as interviewers are guiding the respondent

while the questionnaire is being filled out. The attitudes the interviewer revels to the

respondent during the interview can greatly affect their level of interest and willingness to

answer openly. As interviewers, probing and clarifications maximize respondent

understanding and yield complete answers, these advantages are offset by the problems of

prestige seeking, social desirability and courtesy biases.

Questionnaire error

The questionnaire designing has to careful so that only required data is concisely reveled

and there is no redundant data generated. The questions have to be worded carefully so

that the questions are not loaded and does not lead to a bias in the respondents mind

Respondent error

The respondents selected to be interviewed were not always available and willing to co

operate also in most cases the respondents were found to not have the knowledge,

opinion, attitudes or facts required additionally uninformed response errors and response

styles also led to survey error.

60
Sampling error

We have taken the sample size of 150, which cannot determine the buying behavior of the

total population. The sample has been drawn from only National Capital Region.

Research Design

Research design is a conceptual structure within which research was conducted. A

research design is the detailed blueprint used to guide a research study towards its

objective. It is a series of advanced decision taken together comprising a master plan or a

model for conducting the research in consonance with the research objectives. Research

design is needed because it facilitates the smooth sailing of the various research

operations, thereby making research as efficient as possible yielding maximum

information with the minimum effort, time and money.

Scope and the Limitation of the study

*22 The scope of study is limited to the respondents are selected from in and around

Bijnor

*23 The project is carried out for the period of 45 days only.

*24 Measurement of customer satisfaction is complex subjects, which uses non-

objectives method, which is not reliable.

61
*25 The sample unit was also 150 respondents.

*26 However, Mahindra and Mahindra Automobile showrooms are located in other

places i.e. locally and even in the neighboring cities. Only opinion of respondents of

Bijnor city was consider for finding out the opinions of respondents.

62
DATA ANALYSIS

63
Table No.(1) Do you own a sporty vehicle?

Yes No
78% 22%

Source: Questionnaire

Figure:1

64
Interpretation 1:

The sample drawn on probability basis shows that 78% of the customers were

satisfied with Bolero variant and only 22% were not satisfied with Bolero variant.

Observation:

Most of the respondents approached were satisfied with Bolero

Table No: 2 Factors affecting customer satisfaction towards Mahindra Bolero

Factor No. of Respondent Percentage

Features 18 12%
Low Maintenance 51 34%
Comfort 27 18%
Style 24 16%
After Sales Service 30 20%
Source: Questionnaire

65
Figure:2

Interpretation 2: The sample drawn on the probability basis clearly shows that 34%

(51respondents) are the opinion that low maintenance is the satisfaction factor Bolero and

20 %( 30 respondents) of them who view After Sales Service as a vital factor for

customer satisfaction. Followed by Comfort which corresponds to 18 %( 27 respondents),

Style with 16%(respondents) and only 12%(18 respondents) of them view that feature of

Bolero as satisfaction factor.

Observation: Majority of the respondent are of the idea that low maintenance of the top

most feature contributing to customer satisfaction followed by after sales services

comfort style and features

66
As such, Mahindra should focus on the aspects, which will enhance the customer

satisfaction and thus the market share

Table No: 3 Customer opinions towards fuel consumption.

Factor Percentage
Extremely Satisfied 27%
Satisfied 49%
Neutral 17%
Dissatisfied 7%
Total 100%

Source: Questionnaire

Figure: 3

67
Interpretation 3: 100% of the respondents 49% of the respondents approached were

satisfied with the fuel consumption of the Bolero. Followed by 27% was extremely

satisfied, 17% are neutral and rest of the 7% is more dissatisfied with fuel consumption of

Bolero.

Observation: As majority of the respondents are satisfied with the fuel consumption of

Mahindra Bolero, the company should maintain the same standard and it is suggested to

come up with suitable measure to reduce the negative opinion among the consumer who

are of the opinion that the fuel consumption is a dissatisfying factor.

Table No: 4 Customer opinions toward Safety and Comfort.

Factor Percentage
Extremely Satisfied 23%
Satisfied 47%
Neither Satisfied & Dissatisfied 20%
Dissatisfied 10%
Total 100%
Source: Questionnaire

Figure: 4

68
Interpretation 4: 100% of the respondents 47% of the respondents approached were

satisfied with the safety and comfort feature of the Bolero. Followed by 27% was

extremely satisfied, 17% are neutral and rest of the 7% was dissatisfied with safety and

comfort feature of Bolero.

Observation: As majority of the respondents are satisfied with the safety and comfort

feature of Mahindra Bolero, the company should maintain the same standard and it is

suggested to come up with suitable measure to reduce the negative opinion among the

consumer who are of the opinion that the fuel consumption is a dissatisfying factor.

Table No: 5 Customer opinions toward Design.

Factor Percentage
Extremely Satisfied 20%
Satisfied 40%
Neutral 27%
Dissatisfied 13%
Total 100%
69
Source: Questionnaire

Figure: 5

Interpretation 5: 100% of respondents 40% of the respondents approached were

satisfied with the Design of the Bolero. 20% were more satisfied, 27% of them neutral

and 13% are dissatisfied with the design of the Bolero.

Observation: As majority of the respondents are satisfied with the design of Mahindra

Bolero, the company should maintain the same standard and it is suggested to come up

with suitable measure to reduce the negative opinion among the consumer who are of the

opinion that the fuel consumption is a dissatisfying factor.

Table No: 6 .

Factor Percentage
More Satisfied 27%
Satisfied 53%
70
 Neither Satisfied & Dissatisfied 17%
Dissatisfied 3%
Total 100%
Source: Questionnaire

Figure: 6

Interpretation 6: The sample drawn on the probability basis shows that out of 100% of

respondents 53% of the respondents approached were satisfied with the space availability

of the Bolero. 27% were more satisfied, 17% of neither satisfied and dissatisfied and 3%

are dissatisfied with the space availability of the Bolero.

Observation: As 80% of the respondents are happy with the space availability of the

Mahindra Bolero vehicle, it can be conducted that the company has undertaken proper

R&D in this aspect.

Table No: 7 Customer satisfactions toward Maintenance of Mahindra Bolero

71
 Factor Percentage
Extremely Satisfied 23%
Satisfied 51%
Neutral 21%
Dissatisfied 5%
Total 100%
Source: Questionnaire

Figure:7

Interpretation 7: The sample drawn on the probability basis shows that out of 100% of

respondents 51% of the respondents approached were satisfied with the maintenance of

the Bolero. 23% were extremely satisfied, 21% of neutral and 5% are dissatisfied with the

maintenance.

Observation: Though majority of the customer are satisfied that the maintenance cost of

Mahindra Bolero is less, around 20% are not satisfied which may be because of

comparison of Bolero with the newly launched competing brands coming with even

lower maintenance cost.

72
Table No: 8 Customer awareness about power steering.

Option No. Of Respondent No. Of Respondents (%)

Aware 120 80%
Unaware 30 20%
Total 150 100%

Source: Questionnaire

Figure: 8

Interpretation 8: Out of 100% of respondents, 80% of the respondents approached were

aware of the power steering present in some variant of Bolero and 20% were not aware of

the power steering present in some variant of Bolero.

73
Observation: Most of the respondents approached were aware of power steering system

introduced in some variants of Bolero.

Table No: 9 Customer perceptions about Bolero

Very Good Good Average Bad Very Bad

20% 47% 21% 12% -
Source: Questionnaire

Figure: 9

Interpretation 9: The sample drawn on the probability basis shows that out of 100% of

respondents 47% of the respondents gave Good response to Bolero. 20% gave Very Good

response, 21% gave Average response and 12% gave bad response to Bolero.

74
Observation: As 67% of the respondents are satisfied that they are happy with Bolero, it

satisfies that the customer satisfaction levels are very high. If the company were to

identify the pitfalls in their product and undertake remedial measure, thus it will lead to

more good word of mouth publicity.

FINDINGS

75
Based on the data gathered by administrating schedules to customers the following

observations are made.

1. Mahindra Bolero has excellent percentage of customer satisfaction

according to the data shown in table 1 of the data analysis and

Interpretation topic.

2. Most of the people are satisfied with its low maintenance cost and after

sales service provided by Mahindra Bolero.

76
3. Based on the fuel consumption, most of the people are satisfied with it.

4. Based on Safety and Comfort, Design, Space, Maintenance most of the

people are satisfied with it.

5. Large numbers of Bolero user are aware of its power steering.

6. If we took the satisfaction level of people toward Bolero, it becomes good

7. Its features and style satisfy most of the people.

77
 CONCLUSIONS

Mahindra and Mahindra Motors has a very good market share in the UP for the SUV

segment.

The company is offering good services, which is reflected on the satisfaction of the

customer.

Majority of the customer are satisfied with the design of the vehicle.

78
Mahindra & Mahindra motors are providing better facilities compair with other

brand.

As 67% of the respondents are satisfied that they are happy with Bolero, it satisfies that

the customer satisfaction levels are very high. If the company were to identify the pitfalls

in their product and undertake remedial measure, thus it will lead to more good word of

mouth publicity.

Though majority of the customer are satisfied that the maintenance cost of Mahindra

Bolero is less, around 20% are not satisfied which may be because of comparison of

Bolero with the newly launched competing brands coming with even lower maintenance

cost.

As 80% of the respondents are happy with the space availability of the Mahindra Bolero

vehicle, it can be conducted that the company has undertaken proper R&D in this aspect.

The 20% of the respondents who have answered negatively may be comparing with the

vehicle in the same category launched very recently.

79
 SUGGESTIONS

Mahindra Company has to implement good customer relationship management strategy

that enhances customer satisfaction level.

The company can for the undertake R&D to improve the existing feature which field

help increase in the customer satisfaction.

The company should promote about the entire feature offered by it.

80
 As majority of the customer give opinion that they are satisfied is the

factor, services and design of the product of the company should taken not only maintain

the existing standard but also enhance them.

As majority of the respondents are satisfied with the safety and comfort feature of

Mahindra Bolero, the company should maintain the same standard and it is suggested to

come up with suitable measure to reduce the negative opinion among the consumer who

are of the opinion that the fuel consumption is a dissatisfying factor.

Majority of the respondents are satisfied with the safety and comfort feature of Mahindra

Bolero, the company should maintain the same standard and it is suggested to come up

with suitable measure to reduce the negative opinion among the consumer who are of the

opinion that the fuel consumption is a dissatisfying factor.

As such, Mahindra should focus on the aspects, which will enhance the customer

satisfaction and thus the market share.

81
LIMITATIONS

82
Though best effort have been made to make the study fair transparent and error free yet

there might be some inevitable and limitations. Although outright measures area

undertaken to make the report most accurate some inadvertent errors might have crept in

and suggestions to improve or eliminate the same are most welcome.

The limitations of the survey are narrated below:

The project is valid for the predefined area of work Deoghar (Jharkhand)

There may be some biased response from the respondents.

Some respondents did not provide the full data.

Due to different RTO norms of Bijnor as well as other cities the response of people

might differ from those of other cities and state if any

83
QUESTIONNAIRE

84
1) Customer profile

a) Name b) Occupation

c) Age d) Income

e) Address:-

1) Do you own a sporty vehicle?

(b) Yes

(c) No

2) Factors affecting customer satisfaction towards Mahindra Bolero

(a) Feature

(b) Low Maintenance

(d) Looks

(e) After Sales Service

3) Customer opinions towards fuel consumption ?

(a) Extremely Satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

85
4) Customer opinions toward Safety and Comfort?

(a) Extremely Satisfied

(b) Satisfied

(c) Neither Satisfied & Dissatisfied

(d) Dissatisfied

5) Customer opinions toward Design ?

(a) Extremely Satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

6) Customer opinions toward space availability in Mahindra Bolero ?

(a) More Satisfied

(b) Satisfied

(c) Neither Satisfied & Dissatisfied

(d) Dissatisfied

7) Customer satisfactions toward Maintenance of Mahindra Bolero?

(a) Extremely Satisfied

86
 (b) Satisfied

(C) Neutral

(d) Dissatisfied

8) Are you aware about power steering present in Bolero?

(a ) Yes

(b) No

9) Customer perceptions about Bolero?

(a) Very Good

(b) Good

(c) Average

(d) Bad

10) Do you want to give any suggestion about any change in the Mahindra and

Mahindra Motors?

87
BIBLIOGRAPHY

88
Books:

1. Philip Kotler, Kevin Keller (2009), Marketing Management (Thirteenth Edition)

2. Marketing Management, The McGraw.Hill Company Rajan Saxena (Third Edition)

3. Berman, Berry and Joel r Evans (Oct- 1997) Retail Management: A strategic

approach 8th edition Englewood cliffs NJ printcehall

4. Country analysis 1997 “ A framework to identify and evaluate the national

business environment”

MAGAZINES:

A) OUTLOOK BUSINESS (FEB, 2009)

B) BUSINESS STANDARD (April-July 2009)

C) 4P’S OF BUSINESS AND MARKETING (June 2009)

D) BUSINESS TODAY - Pick and Choose

89
E) BUSINESS TODAY – Mahindra & Mahindra to bring new model of Xylo.

INTERNET:

1. Mahindra & Mahindra' Official Website

2. WWW.Business world.com

3. WWW.Autowold.com

4.WWW. Top gear.com

5. WWW.Gaddi.com

90