Emperical Study

7/27/2019 Emperical Study

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CUSTOMER SATISFACTION TOWARDS PERSONAL VEHICLES WITH SPECIAL

REFERENCE TO MAHINDRA & MAHINDRA.

byGONAPENTA SURYA NARAYNA REDDY

I V Semester M BA

Reg. No 11MB7727

Guide: PROF. MAGHNA VERMA

Project Report submitted to the University of Mysore in partial fulfillment of therequirements of IV Semester MBA degree examinations2013

M.S. Ramaiah Management Institute,

Bangalore560054


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CERTIFICATE

This is to certify that this report of Final Project conducted at

and submitted by GONAPENTA SURYA NARAYANA REDDY in partial fulfillment ofthe requirements for the award of the MASTERS IN BUSINESS ADMINISTRATION to

M.S.RAMAIAH MANAGEMENT INSTITUTE is a record of bonafide training carried outunder my supervision and guidance and that no part of this report has been submitted for the

award of any other degree/diploma/fellowship or similar titles or prizes.

GUIDE Signature:Name:

Qualifications:

Programme Head Signature


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STUDENTS DECLARATION

I hereby declare that the Project conducted atunder the guidance of Prof. Meghna Verma and the project report submitted in partial

fulfillment of the requirements for the MASTERS IN BUSINESS ADMINISTRATION (UoM)

to M.S.Ramaiah Management Institute ,is my original work and the same has not been

submitted for the award of any other Degree/Diploma/Fellowship or other similar titles orprizes .

Place: Bangalore Gonapenta Surya Narayana Reddy

Date: Reg. No: 11MB7727


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ACKNOWLEDGEMENT

I extend my special gratitude to our beloved Dean Shri......., and Academic Head

.. and Program Head Prof. V Narayan for inspiring me to take up this

project.

I wish to acknowledge my sincere gratitude and indebtedness to my project guide Prof.

Meghna VermaofM.S. RAMAI AHMANAGEMENTINSTITUTE Bangalore for his/her valuable guidance and constructive suggestions in the preparation of project report.

Gonapenta Surya Narayana Reddy


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Chapter 1

Literature Review


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CUSTOMER SATISFACTION

Whether the buyer is satisfied after purchase depends on the offers performance in relation

to the buyers expectations. In general

Satisfactionis a persons feeling of pleasure resulting from comparing a products perceived

performance (or outcome) in relation to his or her expectations.

As this definition makes clear, satisfaction is a function of perceived

performance and expectations. If the performance falls short of expectations,

the customer is dissatisfied. If the performance matches the expectations, thecustomer is satisfied. If the performance exceeds expectations, the customer is

highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers who are just satisfied

still find it easy to switch when a better comes along. Those who are highly satisfied are

much less ready to switch. High satisfaction are delight creates and emotional bond with the

brand, not necessary a rational preference. The result is high customer loyalty.

From past buying experience, friend and associates advice and marketers and competitors

information and promises buyers form their expectations. Some of todays most successful

companies are raising expectations and delivering performance to match. These companies

are aiming for TCS-total customer satisfaction. The key to generating high customer loyalty

is to deliver high customer value.

In addition to tracking customer value expectation and satisfaction, companies need to

monitor their competitors performance in these areas. For example, a company was pleased

to find that 80 percent of it customers said they were satisfied. Then the CEO found out that

its leading competitors attained a 90 percent customer satisfaction score. He was further

dismayed when he learned that this competitors was aiming to reach a 95 percent satisfaction

score.

Tools for Tracking and measur ing customer satisfactionComplaint and

suggestions

systems

A customer-centered organization makes it easy for its customers to

deliver suggestions and complaints. Many restaurants and hotels provide

forms for guests to report likes and dislikes. Some customer-centered

companies P&G, General Electric, Whirlpool establish hot lines with

tool-free 800 telephone numbers. Companies are also adding web pagesand email to facilitate two-way communication,. The information flows

provide companies with many good ideas and enable them to act quickly

to resolve problems.

Customer

Satisfaction

surveys

Studies show that although customers are dissatisfied with one out of

every four purchases, less than 5 percent of dissatisfied customers will

complain. Most customers will buy less or switch suppliers. Complaint


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levels are thu8s not a good measure of customer satisfaction. Responsive

companies measure of customer satisfaction directly by conducting

periodic surveys,. They send questionnaires or make telephone calls to a

random sample of recent customers. The also solicit buyers views on

their competitors performances.

While collecting customer satisfaction data, it is also useful to ask

additional questions to measure repurchased intention; this will normally

be high if the customers satisfaction is high. It is also useful to measure

the likelihood or willingness to recommend the company and brand to

others. A high positive word-of-mouth score indicates that the company

is producing high customer satisfaction.

Ghost shopping Companies Can Hire Persons To Pose As Potential Buyers To Report On

Strong And Weak Points Experienced In Buying The Companies And

Competitors Products. These mystery shoppers can even these whether

the companys sales personnel handle various situations well. Thus, a

mystery shopper can complain about a restaurants food to test how the

restaurant handles this complaint. Not only should companies hire

mystery shoppers but managers themselves should leave their offices

from time to time, enter company and competitors sales situations where

they are unknown, and experience first hand the treatment they receive as

customers. A variant of this is for managers to phone their own

company with questions and complaints to see how the calls are handled.

Lost customer

analysis

Companies should contract customers who have stopped buying or who

have switched to another supplier to learn why this happened. When IBM

loses a customer, it mounts a thorough effort to learn where it failed. Not

only is it important to conduct exit interviews when customers first stop

buying, it is also necessary to monitor the customer loss rate. If it is

increasing this clearly indicates that the company is failing to satisfycustomers.

For customer-centered companies, customers satisfaction is both a goal and a marketing tool.

Companies that achieve high customer satisfaction ratings make sure that their target market knows it.


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When customers rate their satisfaction with an element of the companys performance-say, delivery-

the company needs to recognize that customers vary in how they define good delivery. It could mean

early delivery, on-time delivery, order completeness, and so on. Yet if the company had to spell out

every element in detail, customers would face a huge questionnaire. The company must also realize

that two customers can report being highly satisfied for different reasons. One may be easily

satisfied most of the time and the other might be hard to please but was pleased on this occasion.

Title: Driving Impressions

Driving Impressions

Mahindra personal vehicles are well-suited to Indian conditions. Robustly built and sleekly

designed, their high ground clearance makes it easier to drive on Indian roads.

Title: consumer value

Consumer value

Consumer value is a concept of continuing interest to scholars, marketing researchers, and to

many marketing practitioners. However, the presence of multiple meanings, the use of

different terms, and even the existence of a diversity of opinions regarding its features and

nature reflect the complexity of its study and give rise to the possibility of confusion in its

application.

This article presents a review of the existing literature on the concept of value in order to

shed light on the confusion surrounding this construct. The analysis highlights the polysemy

and the diversity of consumer value

Title: Measuring Client Satisfaction

Authors: Mark Stevens

Just as we all evaluate our successes and failures to create our new resolutions, we should

also look at our current relationships with customers to determine what changes we need to

make.

Client satisfaction surveys are a good way to gather key information about how well your

company has met customer expectations, how your company's performance compares with


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the competition, and how you could improve your company's process to better serve the

customer's needs.

Surveys are also an excellent source for customer testimonials and allow you to benchmark

your performance for future comparison.

To execute a successful client satisfaction survey, build one that your customers have the

time and inclination to respond to, and that delves into the types of information that will truly

help enhance your performance. Consider the following questions:

Title: Product Development

Authors: Wheeler, Dan1

How to make product development. Project more successful by integrating Kanos model of

customer satisfaction into quality function deployment in science direct technovation,

volume 18, issue 1 January 1998, said that Mangers need a set of practical step by- step-

tools and methods which ensure a better understanding of customer need and requirements,

as well as procedures and processes to enhance communication by focusing on the voice of

the customer within a product development project

The authors propose a methodology based on kenos model of customer satisfaction to

explore customer stated need and unstated desires and to resolve them in to differentcategories which have different impacts on customer satisfaction

Robert a Peterson and William R. Wilson in their paper Measuring customer satisfaction fact

and artifact published in journal of the academy of Marketing Science October , 2007 said

the self report of customer satisfaction invariably possess distributions that are negatively

skewed and exhibit a positivity bias.

Examination of the customer satisfaction literature and empirical investigation reveal that

measurement of customer satisfaction exhibit tendencies of confounding and methodological

contamination and appear to reflect numerous artifacts.


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Title: Customer satisfaction, Market share, and profitability

Authors: Wheeler, Dan1

Are there economic benefits to improving customer satisfaction? Many firms that are

frustrated in their efforts to improve quality and customer satisfaction are beginning to

question the link between customer satisfaction and economic returns. The authors

investigate the nature and strength of this link. They discuss how expectations, quality, and

price should affect customer satisfaction and why customer satisfaction, in turn, should affect

profitability; this results in a set of hypotheses that are tested using a national customer

satisfaction index and traditional accounting measures of economic returns, such as return on

investment.

The findings support a positive impact of quality on customer satisfaction, and, in turn,

profitability. The authors demonstrate the economic benefits of increasing customer

satisfaction using both an empirical forecast and a new analytical model. In addition, they

discuss why increasing market share actually might lead to lower customer satisfaction and

provide preliminary empirical support for this hypothesis. Finally, two new findings emerge:

First, the market's expectations of the quality ofa firms output positively affect customers'

overall satisfaction with the firm; and second, these expectations are largely rational, albeit

with a small adaptive component.

Title: Ensuring Customer satisfaction

Authors: Rust and Subramanin

According to Rust and Subramanian (1995), customer satisfaction brings many benefits as

satisfied customers are not very price sensitive, buy additional products, are less influenced

by competitors and stay loyal longer. Rust and Subramanian (1995) stated that customer

satisfaction has been deemed directly to affect customer retention and companies' market

share (Rust & Subramanian, 1995). In banks, service quality, service features, and customer-

complaint handling determine customer satisfaction (Hansemark & Albinsson, 2004).

Some factors that affect satisfaction are extended hours of operation and competitive interest

rates as confirmed by the study of Levesque and McDougall (1996). In addition, there are


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researchers who discuss the links between satisfaction, loyalty, and profitability (Heskett et

al, 1994).

They are proponents of the theory called service management, which argues that "customer

satisfaction is the result of a customer's perception of the value received in a transaction or

relationship relative to the value expected from transactions or relationships with competing

vendors. Pertaining to this theory, Hansemark and Albinsson (2004) stated:

"Loyalty behaviors, including relationship continuance, increased scale or scope of

relationship, and recommendation (word of mouth advertising) result from customers' beliefs

that the quantity of value received from one supplier is greater than that available from other

suppliers. They continued: "Loyalty, in one or more of the forms noted above, creates

increased profit through enhanced revenues, reduced costs to acquire customers, lower

customer-price sensitivity, and decreased costs to serve customers familiar with a firm's

service delivery system.

NEED FOR THE STUDY

These days it is very clear that market is having drastic changes and all the companies are acting

according to it because to survive in the market and this should be achieved by studying about the

customer options and analyzing their future requirements.

This study is definitely going to help to analyze the customer and can take necessary steps for the

improvement of the services by the company.

Because customers are the real advertisement for any product so the company should be in position to

meet the customer requirements and also should maintain the CUSTOMER RELATIONSHIP.

Mahindra & Mahindra is not only concerned with selling of their products they also concerned with

providing service to the customers after selling. So there is necessity for the company to find out the

satisfaction level of the customers, at different levels in the company. Which help the organization to

find out the ways in improving the services being provided to the customers, To increase the

satisfaction level in them.


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Chapter2

INDUSTRY AND COMPANY PROFILE


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2.1 INTRODUCTION OF AUTOMOBILE INDUSTRY

Introduction to automobile industry:

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

Fords first experimental car that same year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghostthat featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an

aluminum body.

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 Deluxe 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.
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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 km/h (144 mph).This was

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

shaped, and compact.

2.2 COMPANY PROFILE

2.2.1 HSTORY 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 toPakistan, 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 dexterityin manufacturing army vehicles. Soon, it started its operations abroad, through its plants set

up in China, the United Kingdom and the USA.

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 farmimplements. 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 consider able 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

class.


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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.

April 08, 2008, Mumbai: Mahindra & Mahindra Ltd. (M&M), one of Indias leading autobrands, has announced that its popular Bolero SUV has sold a record 50,000 units in 2007-

08. The Bolero is the first brand in the SUV/UV/MPV category to cross 50,000 units in one

year and Indias leading SUV brand for two years in a row.

With its stylish appeal and rugged nature, the Mahindra Bolero has emerged as the clearfavorite amongst SUV enthusiasts across the country since its launch eight years ago. The

fact that it is the first brand in the SUV/UV/MPV category to notch up sales of more than

50,000 units in a single year is also a clear validation of our customer centric approach to

business. Today, the Bolero is perceived as a stylish but affordable SUV which caters todifferent customer needs and takes on all kinds of terrain with ease, said Mr. Vivek Nayer,

Vice PresidentMarketing, Auto Sector, Mahindra and Mahindra Ltd.

Since its launch in June 2000, the Bolero has evolved over the years, incorporating a host of

features and aesthetics which match the evolving lifestyle aspirations of Indian consumers. In

2007, M&M launched the New Bolero which offered a bold new style, greater comfort andconveniences. In January 2008, Mahindra also introduced the Bolero Special Edition, a

limited edition of Indias most popular SUV with exciting new features for the young urban

customer.

MAHINDRA SCORPIO

Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility Vehiclein India in 2002. This SUV has redefined the expectations for the design of SUVs withits sturdy looks and powerful performance, the sophisticated interior design adds

to the further glory to the appearance.

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

in todays 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 MUVis sure to impress Indian consumers and provide a stiff competition to the other vehicles

within its class


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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 @ 1800-3000rpm. 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

MAHINDRA MAXX

The Mahindra Maxx, a product under the Mahindra Maxx range, is a spacious passenger

utility vehicle with a maximum seating capacity of 10 persons. It is perfect vehicle for large

families going on long trips. The MUV comes with a spacious cabin with decent legroom.

Available in 4 main choices: Base, TX, LX and Festara, the MUV comes loaded with a lot of

merits. It has a long wheelbase of 2430 mm to provide for a large seating capacity and cargo

space. The vehicle has a high ground clearance of 200 mm which gives it good stability on

off-road drives. Because of these reasons, the Mahindra Maxx is more popular in semi-urban

and rural areas of the country.

The vehicle has high fuel efficiency and delivers more than any other vehicle in its category.It comes with a 3-year warranty so that initial maintenance is not heavy on the pockets

MAHINDRA MARSHAL

Mahindra Marshal Deluxe Royale is a Sport and Utility Vehicle with has a seating capacity

of nine people. Its design resembles Mahindras old model of jeeps; but with some

modifications. It has a 5-door design with a hard top, ensuring safety. The interiors are

comfortable too with ergonomically designed seats affording travelling comfort.

The Mahindra Marshal Deluxe Royale can be a good purchase with regards to its seatingcapacity and also its technologically advanced features. Although, the price is on a bit higher

side, it is worth investing.


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Product profile:

Mahindra Bolero:

Mahindra Scorpio

Mahindra Xylo

Mahindra Logan

Mahindra Renault


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2.2.2 MILSTONE, AWARDS AND ACCOLADES

M&Ms 61st year was studded with a number of noteworthy achievements, prestigious

pri zes and gli tter ing 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 Indias (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 aswell 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 byBusiness Standard and ITM Business School in association with Times Now and

DNA newspaper.

The LMA Entrepreneur of the Year 2006 award, instituted by the LudhianaManagement Association (LMA).

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

The NDTV ProfitCar & Bike Award 2007 for Automobile Man of the Year.

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

ExecutiveCommittee of the National Sports Development Fund (NSDF) of the Govt. ofIndia. He wasfeatured in the list of 50 Most Influential Indians in Business Weeks edition

dated August 13,2007


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HIGHEST CRISIL RATING FOR M&M

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

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 AutomobileTractors

sector in the Dun & Bradstreet American Express Corporate Awards 2006. The

Automobile Sector comprises of three categoriesPassenger Vehicles, Commercial Vehicles

and Tractors.

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,

Indias Top 500 Companies 2006.

MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD

Mahindra & Mahindra was honored with the Amity HR Excellence Award at the FourthAmity Global HR Summit 2007 held at the Amity International Business School, Noida. The

Amity HR Excellence Award recognized Mahindra as one the most admired companiesacross 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.

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 Chambers 172nd Foundation Day onSeptember 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 civiccommunity, 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 companys Best-in-Class corporate governance

practices and reflects its transparent and ethical dealings with stakeholders across the entire


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value chain. It recognizes the Managements commitment to the highest standards ofcorporate 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.

BEST AUTOMOTIVE MANUFACTURING SUPPLY CHAIN EXCELLENCE

AWARD

Mahindra & Mahindra has been awarded as the organization with the Best AutomotiveManufacturing 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 communiqu.


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M&M was ranked 14th in The Economic Times prestigious ET 500 list of topachieving companies in India? The company has moved up four ranks from last year.

To quote from the ET 500 write-up: M&Ms 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 Indias annual survey of the countrys topcompanies - Super 100

M&M was ranked 31st in Business Todays annual survey of Indias most valuablecompanies


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Chapter 3


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3.1 OBJECTIVES OF THE STUDY

Customer SatisfactionThe study has been under taken to analyze the customer satisfaction towards all variant ofMahindra PERSONAL VEHICLES in Bangalore with a special reference to the M&M

motors, the other

Objectives are:

To gather information about customer satisfaction toward M&M personal vehicles inthegeographic region of Bangalore.

To know the customer perception about features, low maintenance cost and looks ofSmall cars.

To know the customer satisfaction about the safety and comfort in light commercialcars.

To know the customer satisfaction towards the after sales service offers by M&M. To provide suggestions, in improving the customer satisfaction and the company

salesand Profitability.


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3.2 RESEARCH METHODOLOGY

6.1 THEORYOFRESEARCHMETHODOLOGY

6.2 RESEARCH DESIGN

6.3 METHOD Of DATA COLLECTION

6.4 SAMPLING PLAN


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3.2.1 THEORY OF RESEARCH METHODOLOGY:

This is chapter explain various methods & techniques used in this

research study with their suitability. This part of the research report is very

much important because it explain the methods; concept&procedures followedby the researcher study the problem. It is helping to the reader to understand

whole the easily.

As marketing research does not address itself to basic or fundamental

question. It does not quality as basic research on the country, It tackles problem,

which seem to have immediate commercial potential. In view of this major

consideration. Marketing research should be regarded as applied research. We

may also say that marketing research is of both types-problem solving and

problem oriented.

Marketing research is a systematic and objective study of problem

pertaining to the marketing of goods and service.It may be emphasized that is it

not restricted to any particular area of marketing but is applicable to all its

phases and aspects

The American Marketing Association (AMA) has defined Marketing

research follows Marketing research is the function which the consumer,

Identify and define marketing opportunities &problems; generate, refine and

Evaluate marketing actions; monitor marketing performance; and improve

Understanding of a market as a process.

Marketing Research specified the information required to Address these

issues; designs the method for collecting information. Managers and

Implements the data collection process; analyses the results; the

Communications the findings and their implications.


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3.2.2 RESEARCH DESIGN:

A research design in the specification of methods and procedures for

acquiring the needed information it is the over all operational pattern of frame

work of the project that stipulates what information is to be collected from

which sources by what procedures

To achieve objectives of my project study I have selected the exploratory

research & also the causal research.

3.2.3 METHOD Of DATA COLLECTION :

There are two types of data

PRIMARY DATA

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

is previously gathered data. An example is information gathered by 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 twotypes 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 purposesother than the current research effort; it can be internal data, such 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.


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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, onwhich 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.

DATA COLLECTION

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

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

mines. These questionnaires were personally administered.

The firsthand information was collected by making the people fill the questionnaires. The

primary data collected by directly interacting with the people. The respondents werecontacted at shopping malls, markets, places that were showrooms and near to showrooms of

the consumer durable products etc.

The data was collected by interacting with 40customer and 15 employees 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.

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 isintended. 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.

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 targetpopulation. 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

SAMPLE SIZE

I have targeted 60 customers in the age group above 21 years for the purpose of the research.The target population influences the sample size. The target population represents Bangalore


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region. The people were from different professional backgrounds. The details of our sampleare explained in chapter named primary research where the divisions are explained in

demographics section.

3.2.4SAMPLING PLAN :

A number of decision & task are include in sampling and it is the

procedure required right from defining a population selection of sample

element.

Define the population: -

The population id defined in terms of Element, Sampling units, Extent ,Time

Element: -Owner of Mahindra Personal Vehicle Sampling unit: - Mahindra customers Sample size:- 60- 100 Extent: - Bangalore city Time: -15th January to 15th March,2012

Sampling Frame

I have taken whole bangalore city as sample frame for conducting

research.

Sampling Method

I have used proportionate random sampling to select the respondent from

the entire population

I have conducted survey by questionnaire survey.


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Select randomly, it is helpful in finalization of the questionnaire and also

in knowing standard error or core element. How this survey has became useful

to me in deciding the sample size

Sample size decision

As the study is related to satisfaction level with reference to Bangalore city.I

have taken the formula as follow:

Where:

p=probability of success

q= probability of failure

z= confidence level

e=Tolerable error

To decide the value of above-mentioned variable. I have analysis the pilot

survey and result emerged is as

ResultNo of

respondentPercentage

Satisfy 45 75%

Dissatisfy 15 25%

Total 20 100%

100% confidence level is not possible because of large size of population. So I

have taken 95% confidence to overcome this limit maintain accuracy.


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I have decided to accept 5% error in my sample from the true population mean,

as it is also tolerable by the company. I get the following sample size through

the equation

Sample Size N=p*q (z/e) 2

= (0.75)*(0.20)*(1.96/0.05) 2

= 0.75*0.25(39.2)2

= 288.12

300

3.3 LIMITATIONS OF THE PROJECT STUDY:

The scope of study is limited to the respondents are selected from in and aroundBangalore.

The project is carried out for the period of 45 days only. Measurement of customer satisfaction is complex subjects, which uses non-objectives

method, which is not reliable.

The sample unit was also 40+15 respondents. However, Mahindra and Mahindra Automobile showrooms are located in other places

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

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

CHAPTER 4


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DATA ANALYSIS & INTERPRETATION

4.1SATSFACTIONLEVELOFBOLERO

4.2SATSFACTIONLEVELOFSCORPIO

4.3SATSFACTIONLEVELOF XYLO

4.4SATSFACTIONLEVELOF LOGAN

4.5 SATSFACTIONLEVELOF RENAULT

4.1SATSFACTIONLEVELOFBOLERO:

The total numbers of the respondents are 75 in the collection of the data so according to that

the data is classified are as below in the table.

FEATURESMPFI

ENGINEMILEAGE PICK UP OUTLOOK RIDING

EXECLLANT

60

(80%)

64

(85%)

56

(75%)

53

(70%)

64

85%)

GOOD

7

(10%)

7

(10%)

12(

15%)

12

(18%)

7

(10%)

AVERAGE

6

(8%)

4

(3%)

6

(8%)

7(

10%)

3

(4%)

POOR

2

(2%)

0

(0%)

1

(2%)

3(

4%)

1

(1%)


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Total

75

(100%)

75

(100%)

75

(100%)

75

(100%)

75

(100%)

Comment: The Bolero owner reported the maximum number of person with

the ride; handling and bracing perform which leads to the decline the owner

satisfaction.

4.2 SATSFACTIONLEVELOFSCORPIO:

The total number of the respondent is 50 in the collection of the data so

according to that the data is classified are as below in the table:

FEATURE

MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING

EXECLLANT

(In%)

38

(75%)

43

(85%)

43

(88%)

45

(90%)

47

(95%)

0%10%20%30%40%50%60%70%80%90%

MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING

Percentage

Features

Percentage wise satsfaction level of BOLERO

EXECLLANT

GOOD

AVERAGE

POOR


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GOOD

(In%)

7

(15%)

5

(10%)

4

(7%)

4

(8%)

4

(7%)

AVERAGE

(In%)

10

(5%)

2

(5%)

2

(3%)

1

(2%)

1

(2%)_

POO(In%)R 0

(0)

0

(0%)

1

(2%)

0

(0%)

0

(0%)

Total

50

(100%)

50

(100%)

50

(100%)

50

(100%)

50

(100%)

Comment :

Above graph Shows that the owner of Scorpio is highly satisfy because

of the its Vehicle interior, engine and the outlook of the car.

4.3 SATSFACTIONLEVELOFXYLO:


according to that the data is classified are as below in the table:-

0%10%20%30%40%50%60%70%80%90%

100%

MPFI ENGINE PICK UP RIDING

Percentage

Features

Percentage wise satsfaction level of SCORPIO

EXECLLANT

GOOD

AVERAGE

POOR


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FEATURESMPFI


EXECLLANT

(In%)

35

(70%)

37

(75%)

40

(80%)

43

(80%)

38

(75%)

GOOD (In%)

5

(10%)

6

(12%)

7

(15%)

4

(8%)

7

(15%)

AVERAGE

(In%)

6

(12%)

5

10%)

2

(4%)

2

(4%)

4

(8%)

POOR

(In%)

4

(8%)

1

(3%)

1

(1%)

1

(1%)

1

(2%)

Total

50

(100%)

50

(100%)

50

(100%)

50

(100%)

50

(100%)

Comment:

Above graph shows that the Xylo owner reported the fewer problem in feature

of xylo car.

0%10%20%30%40%50%60%70%80%90%


Percentage

Features

Percentage wise satsfaction level of XYLO

EXECLLANT

GOOD

AVERAGE

POOR


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4.4 SATSFACTIONLEVELOFLOGAN:


according to that the data is classified are as below in the table:-

FEATURESMPFI


EXECLLANT

(In%)

51

(85%)

47

(79%)

54

(90%)

57

(95%)

54

(90%)

GOOD

(In%)

7

(12%)

5

(11%)

5

(8%)

2

(3%)

5

(8%)

AVERAGE

(In%)

2

(3%)

7

(9%)

1

(2%)

1

(2%)

1

(2%)

POOR

(In%)

0

(0%)

1

(1%)

0

(0%)

0

(0%)

0

(0%)

TOTAL

(In%)

60

(100%)

60

(100%)

60

(100%)

60

(100%)

60

(100%)


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Comment:

Above graph shows that the owner of the Logan is highly satisfied with its

features like new outlook car, pickup and engine of the car.

4.5 SATSFACTIONLEVELOFRENAULT:


according to that the data is classified are as below in the table

FEATURES MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING

EXECLLANT

(In%)

43

(85%)

40

(80%)

35

(70%)

42

(85%)

35

(70%)

GOOD

(In%)

6

12%)

7

(15%)

7

(15%)

5

(10%)

7

(15%)

AVERAGE 1 19 5 2 5

0%

10%

20%

30%40%

50%

60%

70%

80%

90%

100%


P

ercentage

Features

Percentage wise satsfaction level of logan

EXECLLANT

GOOD

AVERAGE

POOR


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(In%) (2%) (2%) (10%) (4%) (10%)

POOR

(In%)

1

(1%)

1

(1%)

3

(5%)

1

(1%)

3

(5%)

Total

(In%)

50

(100%)

50

(100%)

50

(100%)

50

(100%)

50

(100%)

Comment:

The above graph shows that the owners are average satisfy with its

features because of the ride, handling and braking and seats problem.

0%

10%

20%

30%

40%

50%

60%70%

80%

90%

MPFI

ENGINE

MILEAGE PICK UP OUTLOOK RIDING

Percentage

Features

Percentage wise satsfaction level of Renault

EXECLLANT

GOOD

AVERAGE

POOR


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LIMITATIONS OF THE PROJECT STUDY:

The scope of study is limited to the respondents are selected from in and aroundBangalore.

The project is carried out for the period of 45 days only. Measurement of customer satisfaction is complex subjects, which uses non-objectives

method, which is not reliable.

The sample unit was also 40+15 respondents. However, Mahindra and Mahindra Automobile showrooms are located in other places

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

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


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CHAPTER 5

SUMMARY OF FINDINGS

Emperical Study

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Transcript of Emperical Study