Final Empirical Study

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A PROJECT REPORT

ON

CUSTOMER SATISFACTIONTOWARDS PERSONAL VEH ICLES WITH SPECIAL

REFERENCE TO MAHI NDRA & MAH INDRA

By

GONAPENTA SURYA NARAYNA REDDY

I V Semester M BA

Reg No: 11MB7727

Guide: PROF. MEGHNA VERMA

Project Report submitted to the University of Mysore in partial fulfillment of the

requirements 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 M S RAMAIAH

MANAGEMENT INSTITUTE and submitted by GONAPENTA SURYA NARAYANA

REDDY in partial fulfillment of the requirements for the award of the MASTERS IN

BUSINESS ADMINISTRATION to M.S.RAMAIAH MANAGEMENT INSTITUTE is a

record of bonafide training carried out under 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: Prof. Meghna Verma

Qualifications:

Program Head Signature:


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STUDENTS DECLARATION

I hereby declare that the Project conducted on CUSTOMER SATISFACTION TOWARDS

PERSONAL VEHICLES WITH SPECIAL REFERENCE TO MAHINDRA

under 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 or

prizes .

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 Swaninathan, and Academic

Head Prof . V. Narayanand Program Head Prof. P. Triveni 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

Reg. No: 11MB7727


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TABLE OF CONTENTS

TITLE Page No.

INTRODUCTION 7

Statement of the Problem 10 Objective of the study 12 Research Methodology 14

Sources of Data 15 Sampling 16

Limitations of the study 17CHAPTER 1 LITERATURE REVIEW 19

CHAPTER 2 INDUSTRY PROFILE & COMPANY

PROFILE

27

CHAPTER 3 DATA ANALYSIS AND

INTERPRETATION

40

CHAPTER4 SUMMARY OF FINDINGS 51

CHAPTER5 SUGGESTIONS&CONCLUSION 52

BIBLIOGRAPHY 53

APPENDIX

QUESTIONNAIRE54-58


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INTRODUCTION


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INTRODUCTION

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 productline 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 towards personal vehicles on

behalf of 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.

The decrease in the interest rate and easy available of cars loons from 2 to 3 years, lot of car

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

So to gain the market share it is important for the institutes to satisfy its customers and to

retain the reputation and its image.


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EXECUTIVE SUMMARY

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 incommercial vehicle and the second largest in the passenger vehicle market. The company is

the worlds 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 towards personal cars.

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

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

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.

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 Automotives to increase its market share in commercial passenger segment and

MPVs.

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

Personal vehi cles. Due to time constraints the research is restricted to Bangalore.


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PROBLEM DEFINITION


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1. Problem definition/ statement:

In the emerging knowledge based economy it has become necessary to know

satisfaction levels of the customers towards the product. The study of customer satisfaction is

essential in marketing planning..

The realistic side of the problem is to know the satisfaction level of the customers

towards the product. This study will help us to understand the customer satisfaction and what

problems are being faced by the consumers, to which appropriate measures to be taken to

solve the problems.

This project has mainly been taken up to study customer satisfaction towards

Mahindra and Mahindra personal vehicles and to identify the key issues of customers

dissatisfaction towards the M&M Personal vehicles like Bolero, Scorpio, Xylo etc.,.


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RESEARCH OBJECTIVES


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2. RESEARCH OBJECTIVES

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

Mahindra PERSONAL VEHICLES in Bangalore with a special reference to the M&M

automobiles and the other

Objectives are:

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

To know the customer perception about features, low maintenance cost and looks ofthe vehicle.

To know the customer satisfaction about the safety and comfort in the vehicles.

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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RESEARCH METHODOLOGY

3. RESEARCH DESIGN:


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A research design in the specification of methods and procedures for acquiring the

needed information it is the overall operational pattern of frame work of the project that

stipulates what information is to be collected from which sources by what procedures

3.2.3 METHOD of DATA COLLECTION:

Both primary and secondary data is used for writing the project report.

PRIMARY DATA:-

Primary data has been collected through questionnaires. The questionnaire

was mostly related to customer satisfaction towards Mahindra personal vehicles

on different feature such as the Engine, mileage, driving, pickup and driving.

SECONDORY DATA:-

Secondary data has been taken from bellow sources:

Internal and external secondary data is collected for the purpose of study. Internal

secondary data is collected within the company website. This data includes company

records, previous research reports and other relevant information from publications,government records and Internet etc.

DATA COLLECTION


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Primary Data:

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

collection. The questionnaire designed for this study encloses ended questions.

Fixed alternative questions are used in the questionnaire. This consists of

A. Dichotomous Questions: The respondent is given a choice between only twoalternatives.

B. Multiple-choice Questions: The respondents are given a set of alternatives toanswer.

Secondary Data:

The secondary data has been collected from internet, journals, magazines and Mahindra and

Mahindra website. The information regarding the project has also been collected through

internet.

Determination of 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 themto 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 Iwant 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

SAMPLE SIZE


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The sample size of 100 is selected randomly. The study requires an in depth survey

and keen observation in collecting data regarding the satisfaction levels of Mahindra personal

vehicles.

SAMPLING PLAN:

Element: -Owner of Mahindra Personal Vehicle Sampling unit: - Mahindra customers Sample size:- 100 Extent: - Bangalore city Time: -15th February to 15th March ,2013

4. LIMITATIONS OF THE PROJECT STUDY:

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


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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. But for the present study respondents

of Bangalore city were considered.


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Chapter 1

LITERATURE REVIEW

Literature Review

CUSTOMER SATISFACTION

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

to the buyers expectations. In general.


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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, the customer 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 satisfaction

Complaint 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


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establish hot lines with tool-free 800 telephone numbers.

Companies are also adding web pages and 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 customer 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 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 ofrecent 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


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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 monitorthe customer loss rate. If it is increasing this clearly indicates that

the company is failing to satisfy customers.

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.

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.

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.

Consumer value


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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 r eflect 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

Measuring Client Satisfaction

According to 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

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:

Product Development

According to 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


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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 different

categories 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.

Customer satisfaction, Market share, and profitability

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 oninvestment.

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 of a firms output positively affect customers'overall satisfaction with the firm; and second, these expectations are largely rational, albeit

with a small adaptive component.

Ensuring Customer satisfaction


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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

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 satisfaction and can take

necessary steps for the improvement of the services by the company.


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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

2.1 INTRODUCTION OF AUTOMOBILE INDUSTRY

Automobile industry:

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

cars was manufactured in the year 1895.


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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 Ghost

that 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.

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.
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2.2 COMPANY PROFILE

History of Mahindra and Mahindra Automotive Sector:

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.

M&M partnered with companies prominent in the international market, including XUV500

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

Quanto (mid-size sedan) in April 2007, under the Mahindra XUV500 collaboration.

Soon after the consider able success of Quanto, 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.

MAHINDRA BOLERO


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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 auto

brands, 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 clear

favorite 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 to

different 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 and

conveniences. 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 Vehicle

in 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 XUV500 QUANTO


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Much awaited Mahindra-XUV500 Quanto has been launched in India. This compact sedan is

a spacious, practical and affordable vehicle. The outlook of Quanto 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 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 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

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-urbanand 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


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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 seating

capacity and also its technologically advanced features. Although, the price is on a bit higher

side, it is worth investing.

2.2.2 MILSTONE, AWARDS AND ACCOLADES

M&Ms 62nd 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.


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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 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 Weeks edition dated August

13,2007

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 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


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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.

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 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 companys Best-in-Class corporate governance

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

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

corporate conduct and its commitment to Corporate Social Responsibility as a distinct


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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 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 communiqu.

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 XUV500 for Quanto have led to a gain in

ranks.

M&M was ranked 22nd in Business Indias annual survey of the countrys topcompanies - Super 100

PRODUCT PROFILE:

Mahindra Bolero:


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Mahindra Bolero is one of the most popular SUVs in the Mahindra & Mahindra lineup.

The car is popular especially in the suburban and rural areas. It can seat about 7-10

people and is now available in an AC variant as well. The basic design for the car is

inspired from Mahindra Armada Grand.The first generation SUV was powered by the

2.5-litre IDI engine that was capable of producing 75bhp of power. The secondgeneration on the other hand used the Mahindra powertrain which had a displacement of

2523cc and produced 72bhp. The mileage for the Bolero is close to 12.2kmpl with AC

and about 14kmpl without. The vehicle is available in four wheel drive option with

manual transmission. The basic reason behind its growing popularity is its sturdy built

and a driving nature that suits the Indian driving condition well. The car has a great

ground clearance of 180mm which makes it a good option for the rural Indian audience.

Mahindra Scorpio:

Mahindra Scorpio is the flagship SUV manufactured by Mahindra & Mahindra. It was

the first SUV from the company built for the global market. The Scorpio has been

successfully accepted in international markets across the globe. The Scorpio was

conceptualized and designed by the in-house integrated design and manufacturing


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(IDAM) team of M&M. The car has been the recipient of three prestigious awards: the

"Car of the Year", "Best SUV of the Year" and "Best Car of the Year" award from elite

organizations.

For ages now, Mahindra Scorpio has been providing an out and out off-roading

experience to the SUV fans across the country. Unlike the other SUVs in the country,

Mahindras vehicles are known for their macho looks delivering powerpacked

performance and Mahindra Scorpio is the first to hit the mind while considering an SUV.

Mahindra Xylo:

Mahindra Xylo is a 7 seater MPV with plush interiors and enormous space. With its

punch Line of Happy Legs, the company aggressively promoted the car keeping in

mind the buyers who keep comfort as their top priority. Mahindra Xylo was launched in

India in 2009. The company gave it its first facelift in 2012. Happy Legs in the Stylish

New Xylo is the punch line for the New Xylo.

The new features that can make ride easy and comfortable are Voice Command

Technology through which driver can give 30 voice commands including headlamp

on/off, wipers on/off, music control mobile Bluetooth, etc. The interiors are made

affluent with Digital Drive Assist System, Blue Drive Technology, Cruise Control and

Glass embedded antenna. Driver and co-driver armrests, floor console, surround cool

dual AC give an unforgettable driving experience.


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The new Mahindra Xylo facelift is available in three types of engine. The 2.5 litre of

mEagle CRDe diesel engine is very powerful and offers an impressive performance. The

engine is packed with CRDI (Common Rail Direct Injection) fuel supply system that

offers free flow of oil and ensures the MPV gives a good performance on the road. The

engine is available in 5 Speed Manual Transmission. The 2.5 litre of mDI CRDe diesel

engine doesn't fail to impress either.

Mahindra Quanto:

Mahindra and Mahindra who is known for manufacturing SUVs for the Indian car bazaar

have turned its way a bit. Seeing the demand in the market, Mahindra is ready to tap into

the small car market with the shorter version of its most prominent MPV, Mahindra Xylo.

The new mini Xylo, codenamed U203 which was later on christened asMahindra

Quantois Mahindras new armament against the B+ hatchback segment and entry level

sedans. Mahindra Quanto also gets the honor of becoming the first ever sub-four-meter

MPV in the country. The basic design of the car is pretty similar to Mahindra Xylo which

the car is spawned on. The similar ladder-frame body frame is seen in Quanto as well.Under the bonnet, the compact SUV holds an altered version of diesel motor along with

same suspension system and analogous interiors. The 1.5L diesel engine here is be

coupled with five speed manual gearbox that would pushes the car in delivering an

awesome performance on road.

Mahindra XUV500:


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This is the first car from the Mahindra brand that is based on a monocoque chassis.

Contrary to the conventional design in which the car is made of a frame and then it is

covered with lightweight metal sheets, the XUV 500 body is a single piece body in which

the body and chassis are one piece.

It also has the first-ever transversely placed engine by Mahindra and this has increased

the passenger space inside and has also improved safety in case of an impact besides a

larger crumple zone. Thus Mahindra XUV is much safer and crash resistant than any of

the other Mahindra SUV offering. Land Rover LR2 Freelander and Volvo cars employ

transversely placed engine in their cars. Such first in class features make this SUV at par

with global standards. Incorporating such features has made XUV500 to compete with

global SUVs in terms of global norms, safety regulations and emission standards. In

India, XUV500 will create its own unique space and is place above Mahindra Scorpio

and the big SUV daddies from India.


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CHAPTER 3

DATA ANALYSIS & INTERPRETATION

SATISFACTIONLEVELOFBOLERO: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.

3.1 Satisfaction of Bolero:

FEATURES MPFI MILEAGE PICK UP OUTLOOK RIDING


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ENGINE

EXECLLANT

60

(80%)

64

(85%)

56

(75%)

53

(70%)

64

(85%)

GOOD7

(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%)

Total

75

(100%)

75

(100%)

75

(100%)

75

(100%)

75

(100%)


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Interpretation:

Above graph Shows that the owners of Bolero are Moderately satisfied. 80% of the

customers are satisfied with the MPI Engine. 85% customers are satisfied with Mileage.

75% are satisfied with pickup. 70% are satisfied with outlook and 85% are satisfied

with Riding.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING

Percenta

ge

Features

Percentage wise satsfaction level of BOLERO

EXECLLANT

GOOD

AVERAGE

POOR


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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:

3.2 Satisfaction level of Scorpio:

FEATURE MPFI

ENGINEMILEAGE PICK UP OUTLOOK RIDING

EXECLLANT

(In%)

38

(75%)

43

(85%)

43

(88%)

45

(90%)

47

(95%)

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%)


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Interpretation:

Above graph Shows that the owners of Scorpio are highly satisfied because of its

Vehicle interior, engine and the outlook of the car. 75% of the customers are satisfied with

MPFI Engine. 85% are satisfied with Mileage. 88% are satisfied with pickup.90% cutomers

are satisfied with outlook and 95% are satisfied with riding.

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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SATSFACTIONLEVELOFXYLO:


data is classified are as below in the table:-

3.3 Satisfaction level of Xylo.

FEATURESMPFI

ENGINEMILEAGE PICK UP

OUTLOO

KRIDING

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%)


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Interpretation:

Above graph Shows that the owners of Xylo are moderately satisfied because of the

its Vehicle interior, engine and the outlook of the car. 70% are satisfied with MPFI Engine,

80% are satisfied with pickup and outlook. 75% are satisfied with Mileage and riding.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Percentag

e

Features

Percentage wise satsfaction level of XYLO

EXECLLANT

GOOD

AVERAGE

POOR


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SATSFACTIONLEVELOFQUANTO:

The total number of the respondent are 60 in the collection of the data so according to that

the data is classified are as below in the table:-

3.4 Satisfaction level of Quanto:

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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Interpretation:

Above graph shows that the owner of the Quanto is highly satisfied with its features like new

outlook car, pickup and engine of the car. 85% of the customers are satisfied with MPFI

Engine. 79% of the customers are satisfied with Mileage. 90% are satisfied with pickup and

riding. Whereas 95% of the customers are satisfied with outlook.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Percentag

e

Features

Percentage wise satsfaction level of Quanto

EXECLLANT

GOOD

AVERAGE

POOR


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SATSFACTIONLEVELOFXUV500:


data is classified are as below in the table.

3.5 Satisfaction level of XUV500:

FEATURESMPFI


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

(In%)

1

(2%)

19

(2%)

5

(10%)

2

(4%)

5

(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%)


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Interpretation:

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

of the ride, handling and braking and seats problem. 80% of the customers are satisfied with

MPFI Engine and Outlook. 70% of the customers are satisfied with Milage and 60% are

satisfied with Pickup and Riding. On the overall customers of Mahindra XUV500 are

satisfied.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING

Percentage

Features

Percentage wise satsfaction level of XUV500

EXECLLANT

GOOD

AVERAGE

POOR


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CHAPTER 4

SUMMARY OF FINDINGS


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SUMMARY OF FINDINGS:

Among the respondents surveyed through questionnaire, more than 80% of the

customers are satisfied with the Mahindra personal vehicles. From the study most of the

Mahindra car owners are satisfied with the performance of their vehicles. More than

80% of the customers are satisfied with Engine performance. There are only little

dissatisfaction towards Mahindra cars in all aspects of Engine, pickup, outlook and

mileage. Study showed that the dissatisfaction towards the Engine performance, Design,

Mileage and outlook of the Mahindra vehicles was very less.

The customer satisfaction towards bolero from the analysis and interpretation shows that

80% of the customers are satisfied with Engine performance, 85% are satisfied with

mileage, 75% are satisfied with pickup , 70% are satisfied with outlook and 85% are

satisfied with the riding.

The customer satisfaction towards Scorpio from the analysis and interpretation shows

that 75% of the customers are satisfied with Engine performance, 85% are satisfied with

mileage, 88% are satisfied with pickup ,90% are satisfied with outlook and 95% are

satisfied with the riding. The customer satisfaction towards Xylo from the analysis and

interpretation shows that 70% of the customers are satisfied with Engine performance,

75% are satisfied with mileage, 80% are satisfied with pickup , 80% are satisfied with

outlook and 75% are satisfied with the riding.

The customer satisfaction towards Quanto from the analysis and interpretation shows

that 85% of the customers are satisfied with Engine performance, 79% are satisfied with



The customer satisfaction towards bolero from the analysis and interpretation shows that

85% of the customers are satisfied with Engine performance, 80% are satisfied with



The overall satisfaction of customer towards Mahindra personal vehicles is excellent.

There was only little dissatisfaction towards the features of vehicles.


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CHAPTER 5

CONCLUSIONS AND SUGGESTIONS


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CONCLUSIONS:

Mahindra Personal vehicles have a very good market share in the state of Karnataka. 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.

With the analysis through the survey towards customer satisfaction, the findings and analysis

shows that more than 80% of the customers are happy with the performance of their vehicles.

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 features offered by it. As majority of

the customer give opinion that they are satisfied is the factor, services and design of

the product. The company should taken not only maintain the existing standard but

also enhance them.

BIBLIOGRAPHY


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Websites:-

www.mahindra.com

www.questionpro.com

www.google.com

www.automobile.com

Data from Mahindra & Mahindra automobile dealer from, Bangalore city

Magazines:-

Company Brochures & Manuals.

Magazines

Overdrive

Business Today

APPENDIX

Questionnaire
http://www.chevrolet.com/http://www.chevrolet.com/http://www.questionpro.com/http://www.google.com/http://www.automobile.com/http://www.automobile.com/http://www.google.com/http://www.questionpro.com/http://www.chevrolet.com/


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Name:

Age:

Profession:

1) Which of the following Mahindra vehicles do you own?

A)Bolero B) Scorpio

C) Xylo D) Quanto E) XUV500

1) Are you a satisfied with your Mahindra vehicle?

a. Yes

b. No

2) If Yes Which factor you consider is satisfies you most?

a. Feature

b. Low Maintenance

c. Looks

d. After Sales Service

3) Are you satisfied with the fuel consumption of your vehicle?

a. Extremely Satisfied

b. Satisfied

c. Neutral

d. Dissatisfied

4) Are you satisfied with the Safety and Comfort of your car?


b. Satisfied


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c. Neutral

d. Dissatisfied

5) Are you satisfied with the Design?


b. Satisfied

c. Neutral

d. Dissatisfied

6) Are you satisfied with space available in the car?


b. Satisfied

c. Nor Satisfied & Dissatisfied

d. Dissatisfied

7) Are you satisfied with Maintenance cost?


b. Satisfied

c. Neutral

d. Dissatisfied

8) how would you rate the MPSI Engine in your vehicle?

A) excellent B) Good

C) Average D) Poor

9) how would you rate the Milage of your vehicle?



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C) Average D) Poor

10) how would you rate pick of your vehicle?


C) Average D) Poor

11) how would you rate outlook of your vehicle?


C) Average D) Poor

12) How do you rate the Riding experience in your vehicle?


C) Average D) Poor

Final Empirical Study

Documents

Transcript of Final Empirical Study