Marathwada Shikshan Prasarak Mandal’s

Deogiri Institute of Engineering and Management

Studies, Aurangabad

Project Report

On

“A Survey on Customer Satisfaction of Mahindra and Mahindra SUV

Models”

Submitted by

Mr. Shubham Ajay Anande

Roll no. 722002(Marketing)

MBA IV semester

Batch 2017-2019

In partial fulfillment of the completion of MBA course of

Dr.Babasaheb Ambedkar Marathwada University, Aurangabad

1
 Acknowledgement

I, Shubham Ajay Anande thank to Prof. Medha Kulkarni.

Her expertise was valuable during each step of the project from
narrowing the scope of the research to theoretical development
and analysis.

I also thank Prof. Rupesh Rebba (Head of Department) and

Dr. Ulhas Shiurkar (Director), Deogiri Institute of Engineering
and Management Studies, Aurangabad for encouraging and
guiding me through the Project.

Mr. Shubham Ajay Anande

Roll no. 722002

MBA IV semester

Batch 2017-2019

2
 Certificate

This is to certify that, Shubham Ajay Anande, a

student of Deogiri Institute of Engineering &
Management Studies, Aurangabad Batch 2017-2019, has
duly completed hisProject “A Survey on Customer
Satisfaction of Mahindra and Mahindra SUV Models”
(MANB552) and has submitted satisfactory report to Dr.
Babasaheb Ambedkar Marathwada University,
Aurangabad, in partial fulfillment of Master of Business
Administration course.

We wish him all the best for future Endeavor.

Prof. Medha Kulkarni Prof Rupesh Rebba Dr.Ulhas Shiurkar

Project Guide H.O.D Director

3
 DECLARATION

I Shubham Ajay Anande hereby declare that I have

completed the Project on A Surveyon Customer Satisfaction
of Mahindra and Mahindra SUV Models and submitted the
report for the same

It has not been previously submitted for the basis of

the award of any degree or other similar titles of this or any
other examining body or university.

Place: - Aurangabad Name:- Shubham Ajay Anande

Date:- Roll No. 722002
MBA IV Sem
Batch 2017-2019

4
 INDEX

SR.NO CONTENTS PAGE .NO

1 CHAPTER I:
1.1 INTRODUCTION 6
1.2 OBJECTIVES OF THE STUDY 7
1.3 SCOPE OF THE STUDY 8

1.4 LIMITATIONS OF THE STUDY 9

2 CHAPTER II:
2.1 COMPANY PROFILE /THEORITICAL BACKGROUND 10
3 CHAPTER III:
3.1 RESEARCH METHODOLOGY 20
4 CHAPTER IV:---
4.1 DATA ANALYSIS & INTERPRETATION 22
5 CHAPTER V:
5.1 FINDINGS & CONCLUSIONS 43
5.2 BIBILIOGRAPHY 45
6 ANNEXURE 46

5
 CHAPTER 1
1.1 INTRODUCTION OF STUDY
Customer Satisfaction is the buzzword used by the business people for the
success of organization in the present days. Due to the increases of heavy
competition in every product line it become difficult for the companies to
retain the customers for longer time. So retain the customer for longer time
the marketer has to do only one things i.e. customer satisfaction. If
customer is fully satisfied by the product it not only rub the organization
successfully but also fetch many benefits for the company. They are less
process sensitive and they remain customer for a longer period. They buy
addition products overtimes as the company introduce related produce
related products or improved, so customer satisfaction is gaining a lot of
importance in 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 customer satisfaction on the Mahindra
and Mahindra Automobiles. The impact of automobile industry on the rest
of the economy has been so pervasive and momentous that is characterized
as second industrial. It played a vital role in helping the nation to produce
higher value good and services and in the enhancing their skills and impose
tremendous demand for automobile, lot of car manufacturers company
facing cut throat competition in the fields of technology and price.

Customer Satisfaction Strategies Followed by M&M

The different strategies followed by M&M consist of customer relationship

management, strategy to providing better facility to the owner, and strategy
to provide better after sales service to customer.

Customer Relationship Management

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

customer experiences and generate referrals. A series of CRM activities
were implemented with regular direct communication, events and customer
satisfaction survey, Events Festive offers, Rewards program, etc.

6
 1.2 OBJECTIVES OF THE STUDY

 To study the different types of services and products provided by

Mahindra and Mahindra.
 To give a brief idea about the benefits available from various
Marketing services.
 To study the customer satisfaction level of Mahindra SUV products.
 To analyze strengths, weaknesses, opportunities and threats of the
Mahindra and Mahindra in automobile sector.
 To understand the factors responsible for customer satisfaction.

7
 1.3 SCOPE OF THE STUDY

 The project studies about customer awareness and their readiness to

purchase Mahindra and Mahindra vehicles.
 This project was surveyed only in Cidco / Hudco, Aurangabad.
 The scope of the project is narrow.
 This study will expand the scope of available career opportunities
in career domain of Marketing Industry.
 Practical problems and working conditions in Marketing sector can be
understood by doing this project.

8
 1.4 LIMITATIONS OF THE STUDY

Through best effort have been made to make the study fair the transparent and
error free yet there might be some inevitable and limitations. Although measures
area undertaken to make the report most accurate some inadvertent error might
have crept in and suggestions to improve and eliminate the same are most
welcome.

 The limitation of the survey is narrated below.

 The project work is valid for the predefined area of work i.e. Aurangabad.
 There may some biased response from the respondents.
 Some respondents did not provide the full data.

9
 2. CHAPTER II:

2.1 COMPANY PROFILE /THEORITICAL BACKGROUND

The Mahindra Group is an Indian multinational conglomerate holding

company headquartered at Mahindra Towers in Mumbai, with operations in over
100 countries around the globe. The group has a presence in aerospace,
agribusiness, aftermarket, automotive, components, construction equipment,
defence, energy, farm equipment, finance and insurance, industrial equipment,
information technology, leisure and hospitality, logistics, real estate, retail, and two
wheelers. It is considered to be one of the most reputable Indian industrial houses
with market leadership in utility vehicles as well as tractors in India.

Mahindra & Mahindra was incorporated in 1945 by the brothers J.C.

Mahindra and K.C. Mahindra and Malik Ghula Muhammad in Ludhiana, Punjab to
trade steel. Following the Partition of India in 1947, Malik Ghulam Muhammad

10
left the company and emigrated to Pakistan where he became the first finance
minister of the new state (and later the third Governor General in 1951). In 1948,
K. C. Mahindra changed the company's name to Mahindra & Mahindra.
Building on their expertise in the steel industry, the Mahindra brothers began
trading steel with UK suppliers. They also won a contract to manufacture Willys
Jeeps in India and began producing them in 1947. By 1956, the company was
listed on the Bombay Stock Exchange, and by 1969 the company had entered the
world market as an exporter of utility vehicles and spare parts. Like many Indian
companies, Mahindra responded to the restrictions of the Licence Raj by
expanding into other industries. Mahindra & Mahindra created a tractor division in
1982 and a tech division (now Tech Mahindra) in 1986. It has continued to
diversify its operations ever since through both joint ventures and greenfield
investments.
By 1994, the Group had become so diverse that it undertook a fundamental
reorganization, dividing into six Strategic Business Units: Automotive; Farm
Equipment; Infrastructure; Trade and Financial Services; Information Technology;
and Automotive Components (known internally as Systech).[dead link] The
new Managing Director, Anand Mahindra, followed this reorganization with a new
logo in 2000 and the successful launch of the Mahindra Scorpio (a wholly
indigenously designed vehicle) in 2002. Together with an overhaul in production
and manufacturing methods, these changes helped make the company more
competitivedead linkand since then the Group's reputation and revenues have risen
noticeably. Currently, Mahindra & Mahindra is one of the 20 largest companies in
India In 2009, Forbes ranked Mahindra among the top 200 most reputable
companies in the world.

11
 Over the past few years, the
company has taken interest in new industries
and in foreign markets. They entered the two-
wheeler industry by taking over Kinetic
Motors in India. M&M also has a controlling
stake in the REVA Electric Car Company and
acquired South Korea's SsangYong Motor
Company in 2011. In 2010–11 M&M entered
in micro drip irrigation with the takeover of
EPC Industries Ltd in Nashik.

In October 2014, Mahindra and Mahindra acquired a 51% controlling stake

in Peugeot Monocycles.

In December 2015, Mahindra and Mahindra Ltd and affiliate Tech Mahindra Ltd,
through a special purpose vehicle (SPV), have agreed to buy a 76.06% stake in
Italian car designer Pininfarina SpA, for €25.3 million (around Rs.186.7 crore).

In January 2017, Mahindra and Mahindra Ltd (M&M) acquired a 75.1 equity stake
in Hisarlar Makina Sanayi ve Ticaret Anonim Şirketi (Hisarlar), a farm equipment
company, marking its entry into Turkey.

In September 2017 Mahindra and Mahindra Ltd acquired Erkunt Traktor Sanayii
AS, a Turkish tractor maker and its foundry business for 800 crore.

Automobiles:
Mahindra & Mahindra, brands its products as "Mahindra", produces SUVs, saloon
cars, pickups, lightweight commercial vehicles, heavyweight commercial vehicles,

12
two wheeled motorcycles and tractors. Mahindra maintains business relations with
foreign companies like Renault SA, France.

M&M has a global presence and its products are exported to several countries. Its
global subsidiaries include Mahindra Europe S.r.l. based in Italy, Mahindra USA
Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd. In 2015,
Mahindra reentered the Philippine market after a brief presence in 1990s.

Mahindra launched its relatively heavily publicised SUV, XUV500, code named as
W201 in September 2011. The new SUV by Mahindra was designed in-house and
it was developed on the first global SUV platform that could be used for
developing more SUVs. In India, the new Mahindra XUV 500 came in a price
range between ₹1,140,000–1,500,000. The company was expected to launch three
products in 2015 (two SUVs and pme CV) and an XUV 500 hybrid. Mahindra's
two wheeler segment launched a new scooter in the first quarter of 2015. Besides
India, the company also targeted Europe, Africa, Australia and Latin America for
this model. Mahindra President Mr. Pawan Goenka stated that the company
planned to launch six new models in the year. The company launched the CNG
version of its mini truck Maxximo on 29 June 2012. A new version of the Verito in
Diesel and petrol options was launched by the company on 26 July 2012 to
compete with Maruti's Dzire and Toyota Kirloskar Motor's Etios.

On 30 July 2015, Mahindra released sketches of a new compact SUV called

the TUV300 slated to be launched on 10 September 2015. The TUV300 design
took cues from a battle tank and used a downsized version of the mHawk engine
found on the XUV500, Scorpio and some models of the Xylo. This new engine
was dubbed the mHawk80.

13
Mahindra has also entered an app based intra-city cargo platform known as
SMARTSHIFT, a first-of-its-kind load exchange platform for Small Commercial
Vehicles. It enable's businessmen who wish to transport cargo & transporters to
find each other. The platform enables contact, negotiation & sealing the deal
between the two parties at just the click of a button!

Mahindra Automotive North America (MANA), the company's U.S. subsidiary,

opened a car manufacturing plant in Detroit, Michigan on 20 November 2017.

Military defense:
The company has built and assembled
military vehicles, commencing in
1947 with the importation of
the Willys Jeep that had been widely
used in World War II. Its line of
military vehicles includes the Axe.
It also maintains a joint venture with
BAE Systems, Defense Land Systems

India.

14
Farm equipment:
Mahindra began
manufacturing tractors for the
Indian market during the early
'60s. It is the top tractor
company in the world (by
volume) with annual sales
totaling more than 200,000
tractors. Since its inception,
the company has sold over
2.1milliontractors.Mahindra&
Mahindra’s farm equipment division (Mahindra Tractors) has over 1,000 dealers
servicing approx. 1.45 million customers.

Naming of vehicles:

Most commercial & passenger vehicles made by the company follow the invisible
rule of ending with an 'O', like in Scorpio, Mahindra Verito, XUV500. It is
believed that the company does this due to the success of its first two vehicles -
Scorpio and Bolero.

Employees:

As on 31 March 2018, the company had 41,673 employees of it 20,806 were

temporary employees, apprentices and trainees. It also had 690 (3%) permanent
female employees on the same date.

15
Awards and Recognitions:

 Bombay Chamber Good Corporate Citizen Award for 2006–07.

 Business world FICCI-SEDF Corporate Social Responsibility Award 2007.
 The Brand Trust Report ranked M&M as India's 10th Most Trusted Brand in
its India Study 2014 survey (from 20,000 brands analyzed).
 Its Farm Equipment division received the Deming Prize in 2003.
 Its Farm Equipment division received the Japan Quality Medal in 2007.
 The US based Reputation Institute ranked M&M amongst the top Ten Indian
companies in its 'Global 200: The World's Best Corporate Reputations' list
for 2008.
 Blue bytes News rated M&M as India's second Most Reputed Car Company
(reported in their study titled Reputation Benchmark Study) conducted for
the Auto (Cars) Sector in 2012.

16
 Mahindra and Mahindra SUV Models

Mahindra XUV500 Mahindra Scorpio

NUVO Sports Bolero

XYLO

17
“ORGANIZATION STRUCTURE OF MAHINDRA AND
MAHINDRA”

18
 VISION OF THE COMPANY:

To create a fully collaborative environment in which suppliers can deliver exactly

what the company needs, when it needs it, and at a competitive cost

MISSION OF THE COMPANY:

To create India’s largest automobile and automobile-related products distribution

network by providing dealers and customers with the largest choice of unique
world-class products and services.

19
 3. CHAPTER III:

3.1 RESEARCH METHODOLOGY OF CURRENT STUDY

Its provide guideline for further research in area for organized automobile.
Research says about customer buying behavior or customer satisfaction towards
Mahindra and Mahindra Automobiles. The research is also important to identify
Market size, growth and Market Potential of Mahindra and Mahindra. The research
shows future Scenario of Mahindra and Mahindra in current perspective. The study
shows Opportunities and challenges for Mahindra and Mahindra respect of internal
& external environment.

DATA COLLECTION:-

The data was collected from both primary and secondary sources. The primary data
was collected directly from the respondents purchase in Mahindra and Mahindra
automotive. A structured questionnaire was designed for the study based on its
objectives. It was then administered to the respondents forming the sample of
study.

The secondary data was collected from the official websites of the Mahindra and
Mahindra and the articles from various search engines like Google, yahoo search
and answers.com.

SAMPLING:-For this study sampling non probability convenience sampling

method based on convenience. The sample size initially decided for 100
respondents but after editing of the questionnaires administered only 100 responses
was taken into consideration. Thus the sample size is 100 respondents from
(CIDCO, HUDCO) Aurangabad city.

20
DATA ANALYSIS:-Data collected was encoded, classified and then tabulated.
Charts were further designed for the better understanding of the data. Single factor
analysis was done with the help of percentage. Meaningful interpretations were
drawn based on the analysis.

21
 CHAPTER IV:
4.1 DATA ANALYSIS & INTERPRETATION

Q.1 Are you satisfied with Mahindra and Mahindra vehicle?

a) Yes
b) No
Table No. 1
Particular Respondent Percentage
Yes 95 95%
No 5 5%
Total 100 100%

Satisfaction about of M&M

Yes No

0%
5%

95%

Figure 1

Interpretation: The above data shows 95 % respondent says yes & remaining 5%
respondent say no. here we have the data that show lots of people are satisfied with
Mahindra & Mahindra vehicle.

22
 Q.2 If “YES” which factor you consider has satisfied you the most?

A. Features
B. Low Maintenance
C. Looks
D. After sales services
Table No. 2
Particular Respondent Percentage
Features 42 42%
Low Maintenance 33 33%
Looks 12 12%
After sale service 13 13%
Total 100 100%

Satisfaction about of M&M

13%
12%
42% Features
Low Maintenance
33%
Looks
After sales services

Figure 2

Interpretation: From the above figure we see that 42% costumers satisfied to
features, 33% costumer satisfied to low maintenance, 13% costumer satisfied to
after sale service, 12% satisfied to looks in Mahindra and Mahindra vehicle.

23
Q.3 what are your expectation about value of vehicle for resale?

A. 30%
B. 40%
C. 50%
D. Above 50%
Table No. 3
Particular Respondent Percentage
30% 19 19%
40% 35 35%
50% 22 22%
Above 50% 24 24%
Total 100 100%

Satisfaction about of M&M

30% 40% 50% Above 50%

24% 19%

22%
35%

Figure 3

Interpretation: From the above figure we see that 35% costumers satisfied to
40%, 24% costumer satisfied to above 50%, 22% costumer satisfied to 50, 19%
satisfied to 30%expectation about value of vehicle for resale.

24
Q.4from where did you get information about this vehicle?

A. Advertisement
B. Friends and family
C. Auto-experts
D. Any other.
Table No. 4
Particular Respondent Percentage
Advertisement 47 47%
Friends and family 27 27%
Auto-experts 14 14%
Any other 12 12%
Total 100 100%

Satisfaction about of M&M

advertisement Friends and family Auto-experts Any other

12%

14%
47%

27%

Figure 4

Interpretation: From the above figure we see that 47% costumers satisfied to
Advertisement, 27% costumer satisfied to Friends and Family, 14% costumer
satisfied to Auto experts, 12% customer satisfied to any other, for get information
about this vehicle.

25
Q.5 Are you satisfied with the fuel consumption of Mahindra and Mahindra?

A. Extremely satisfied
B. Satisfied
C. Neutral
D. Dissatisfied
Table No. 5
Particular Respondent Percentage
Extremely satisfied 41 41%
Satisfied 29 29%
Neutral 23 23%
Dissatisfied 7 7%
Total 100 100%

Satisfaction about of M&M

Extremely satisfied Satisfied Neutral Dissatisfied

7%
23% 41%

29%

Figure 5

Interpretation: From the above figure we see that 41% costumers satisfied to
extremely satisfied, 29% costumer satisfied to satisfied, 23% costumer satisfied to
Neutral, 7% customer said to dissatisfied with the fuel consumption of Mahindra
and Mahindra vehicle.

26
Q.6 how will you rate following factors concerned with the vehicle?

Q.6A Cost of spare parts.

A. Excellent
B. Very good
C. Good
D. Average
Table No. 6.1
Particular Respondent Percentage
Excellent 34 34%
Very good 37 37%
Good 22 22%
Average 7 7%
Total 100 100%

Satisfaction about of M&M

Excellent Very good Good Average

7%

22% 34%

37%

Figure 6

Interpretation: From the above figure we see that 37% costumers satisfied to very
good, 34% costumer satisfied to excellent, 22% costumer satisfied to good, 7%
customer said to average, from cost of spare parts factor concerned with the
vehicle.
27
Q.6B Consistency.

A. Excellent
B. Very good
C. Good
A. Average
Table No. 6.2
Particular Respondent Percentage
Excellent 27 27%
Very good 50 50%
Good 17 17%
Average 6 6%
Total 100 100%

Satisfaction about of M&M

Excellent Very good Good Average

6%
17% 27%

50%

Figure 7

Interpretation: From the above figure we see that 50% costumers satisfied to very
good, 27% costumer satisfied to excellent, 17% costumer satisfied to good, 6%
customer said to average, from Consistency factor concerned with the vehicle.

28
Q.6C Pick-up.

A. Excellent
B. Very good
C. Good
D. Average
Table No. 6.3
Particular Respondent Percentage
Excellent 14 14%
Very good 12 12%
Good 42 42%
Average 32 32%
Total 100 100%

Satisfaction about of M&M

Excellent Very good Good Average

14%
32%
12%

42%

Figure 8

Interpretation: From the above figure we see that,42% costumers satisfied to

good, 32% costumer satisfied to average, 14% costumer satisfied to excellent, 12%
customer said to very good, from pick-up factor concerned with the vehicle.

29
Q.6D Maintenance.

A. Excellent
B. Very good
C. Good
D. Average
Table No. 6.4
Particular Respondent Percentage
Excellent 13 13%
Very good 17 17%
Good 38 38%
Average 32 32%
Total 100 100%

Satisfaction about of M&M

Excellent Very good Good Average

13%
32%
17%

38%

Figure 9

Interpretation: From the above figure we see that, 38% costumers satisfied to
good, 32% costumer satisfied to excellent, 17% costumer satisfied to very good,
13% customer said to excellent, from Maintenance factor concerned with the
vehicle.

30
Q.6E Price.

A. Excellent
B. Very good
C. Good
D. Average
Table No. 6.5
Particular Respondent Percentage
Excellent 19 19%
Very good 52 52%
Good 18 18%
Average 11 11%
Total 100 100%

Satisfaction about of M&M

Excellent Very good Good Average

11% 19%

18%

52%

Figure 10

Interpretation: From the above figure we see that, 52% costumers satisfied to
very good, 19% costumer satisfied to excellent, 18% costumer satisfied to good,
11% customer said to average, from Price factor concerned with the vehicle.

31
Q.6F Service by dealer.

A. Excellent
B. Very good
C. Good
D. Average
Table No. 6.6
Particular Respondent Percentage
Excellent 48 48%
Very good 38 38%
Good 9 9%
Average 5 5%
Total 100 100%

Satisfaction about of M&M

Excellent Very good Good Average

5%
9%

48%

38%

Figure 11

Interpretation: From the above figure we see that, 48% costumers satisfied to
excellent, 38% costumer satisfied to very good, 9% costumer satisfied to good, 5%
customer said to average, from Service by dealer factor concerned with the vehicle.

32
Q.7 what features would you like to add to a vehicle?

A. Switch mode of fuel

B. Power saving
C. Automatic headlight
D. Four wheel drive
Table No. 7
Particular Respondent Percentage
Switch mode of fuel 42 42%
Power saving 32 32%
Automatic headlight 12 12%
Four wheel drive 14 14%
Total 100 100%

Satisfaction about of M&M

Switch mode of fuel Power saving Automatic headlight four wheel drive

14%

12% 42%

32%

Figure 12

Interpretation: From the above figure we see that, 42% costumers satisfied to
switch mode of fuel, 32% costumer satisfied to Power saving, 14% costumer
satisfied to four wheel drives, 12% customer said to automatic head lights, for
features would like to add to a vehicle.

33
Q.8 Please rate the following vehicle of M&M as per their perceived value?

Q.8A Nuvo sports

A. Fuel efficiency
B. Cost
C. Environment friendly
D. Trends
Table No. 8.1
Particular Respondent Percentage
Fuel efficiency 41 41%
Cost 27 27%
Environment friendly 19 19%
Trends 13 13%
Total 100 100%

Satisfaction about of M&M

Fuel efficiency Cost Environment friendly Trends

13%

41%
19%

27%

Figure 13

Interpretation: From the above figure we see that, 41% costumers satisfied to fuel
efficiency, 27% costumer satisfied to cost, 19% costumer satisfied environment
friendly, 13% customer said to trends, from rate the Nuvo Sports vehicle of M&M
as per their perceived value.

34
Q.8B Bolero

A. Fuel efficiency
B. Cost
C. Environment friendly
D. Trends
Table No. 8.2
Particular Respondent Percentage
Fuel efficiency 27 27%
Cost 16 16%
Environment friendly 26 26%
Trends 31 31%
Total 100 100%

Satisfaction about of M&M

Fuel efficiency Cost Environment Trends

31% 27%

16%
26%

Figure 14

Interpretation: From the above figure we see that, 31% costumers satisfied to
Trends, 27% costumer satisfied to fuel efficiency, 26% costumer satisfied
environment friendly, 16% customer said to cost, from rate the Bolero vehicle of
M&M as per their perceived value.

35
Q.8C Scorpio

A. Fuel efficiency
B. Cost
C. Environment friendly
D. Trends
Table No. 8.3
Particular Respondent Percentage
Fuel efficiency 22 22%
Cost 29 29%
Environment friendly 14 14%
Trends 35 35%
Total 100 100%

Satisfaction about of M&M

Fuel efficiency Cost Environment friendly Trends

22%
35%

29%
14%

Figure 15

Interpretation: From the above figure we see that, 35% costumers satisfied to
Trends, 29% costumer satisfied to cost, 22% costumer satisfied fuel efficiency,
14% customer said to environment friendly, from rate the Scorpio vehicle of M&M
as per their perceived value.

36
Q.8D XUV 500

A. Fuel efficiency
B. Cost
C. Environment friendly
D. Trends
Table No. 8.4
Particular Respondent Percentage
Fuel efficiency 39 39%
Cost 29 29%
Environment friendly 15 14%
Trends 17 17%
Total 100 100%

Satisfaction about of M&M

Fuel efficiency Cost Environment friendly Trends

17%
39%
15%

29%

Figure 16

Interpretation: From the above figure we see that, 39% costumers satisfied to
Fuel efficiency, 29% costumer satisfied to cost, 17% costumer satisfied trends,
15% customer said to environment friendly, from rate the XUV500 vehicle of
M&M as per their perceived value.

37
Q.8E XYLO

A. Fuel efficiency
B. Cost
C. Environment friendly
D. Trends.
Table No. 8.5
Particular Respondent Percentage
Fuel efficiency 22 22%
Cost 11 11%
Environment friendly 36 36%
Trends 31 31%
Total 100 100%

Satisfaction about of M&M

Fuel efficiency Cost Environment friendly Trends

22%
31%

11%

36%

Figure 17

Interpretation: From the above figure we see that, 36% costumers satisfied to
Environment friendly, 31% costumer satisfied to trends, 22% costumer satisfied
fuel efficiency, 11% customer said to cost, from rate the XYLO vehicle of M&M
as per their perceived value.

38
Q.9 whether vehicle is loan free?

A. Yes
B. No
Table No. 9
Particular Respondent Percentage
Yes 28 28%
No 72 72%
Total 100 100%

Satisfaction about of M&M

Yes No

28%

72%

Figure 18

Interpretation: From the above figure we see that 72% respondents are said No,
and 28% respondents to say to vehicle is loan free.

39
Q.10 Will you suggest the same vehicle to your friend?

A. Yes
B. No
Table No. 10
Particular Respondent Percentage
Yes 67 67%
No 33 33%
Total 100 100%

Satisfaction about of M&M

Yes No

33%

67%

Figure 19

Interpretation: From the above figure we see that 67% respondents are said Yes,
and 33% respondents to say to No, suggest the same vehicle to their friend.

40
Q.11 what are your expectation toward average life of vehicle?

A. 3 years
B. At least 5 years
C. Above 5 years

Table No. 11
Particular Respondent Percentage
3 years 29 29%
At least 5 years 42 42%
Above 5 years 29 29%
Total 100 100%

Satisfaction About of M&M

3 years
Above 5 years
29%
29%

At least 5 years
42%

Figure 20

Interpretation: From the above figure we see that, 42% costumers said to at least
5 years, 29% costumer said to 3 years, 16% costumer said above 5 years, 13%
customer said all of above, from expectation toward average life of vehicle.

41
 ANALYSIS BY SPSS
Chi-Square Test:-

Ho: - Suggestion of vehicle and its loan is independent.

H1:- Suggestion of vehicle and its loan is depend on each other.

Chi-Square Tests
Asymptotic
Significance (2- Exact Sig. (2- Exact Sig. (1-
Value df sided) sided) sided)
Pearson Chi-Square 2.355a 1 .125
Continuity Correctionb 1.684 1 .194
Likelihood Ratio 2.474 1 .116
Fisher's Exact Test .158 .095
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 9.24.
b. Computed only for a 2x2 table

Question9 * Question10 Cross tabulation

Count
Question10
No Yes Total
Question9 No 27 45 72
Yes 6 22 28
Total 33 67 100

Result:- Our P value is 0.125, which is greater than 0.05. Hence, we accept Ho and
H1 can be concluding that suggestion of vehicle and its loan is independent.

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 5. CHAPTER V:
5.1 FINDINGS & CONCLUSIONS

FINDINGS:

 This study finds that however Mahindra and Mahindra is topmost

leading private sector automobile Manufacturer and it has vast number of
products and availability of options make it one of the better automobile in
India.
 I found that the Mahindra and Mahindra its customer base through the trust
generated between Mahindra & Mahindra and the customer.
 Almost all the respondents are well satisfied about Mahindra and Mahindra
SUV models.
 Given the chance almost half of the respondents would like to suggest the
same vehicle to their friends.
 Almost half of the respondents from advertisement get information about
this vehicle.
 Almost half of the respondent’s drew satisfied with fuel consumption of
Mahindra and Mahindra SUV Models.
 Features, low maintainces, look, and after sales services are also the major
factors for Mahindra and Mahindra and Management need to focus on it.

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CONCLUSIONS:

Majority of the customers are satisfied with the Mahindra and

Mahindra vehicle. Mahindra and Mahindra Motors are providing better facilities
compare with other brand. All most half of the respondent are satisfied that they
are happy with SUV models; it satisfied that the customer satisfaction level are
very high. If the company were to identify the pitfalls in their product and
undertake remedial measure, thus it will lead to more good word of mouth
publicity.
Most of the respondent are satisfied with the factor of price and
service by dealer of the Mahindra and Mahindra vehicle, it can be conducted that
the company has undertaken proper R&D in this project.In this study can be
concluded that the bonding of Mahindra and Mahindra with its customers is very
strong because Mahindra and Mahindra mainly focus on retaining their
customersas.The employees gives prompt services, always ready to answer the
questions and trustworthy.

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 5.2 BIBILIOGRAPHY

BOOKS:

“Marketing Management” by Philip Kotler.

“Marketing Research” by Naresh K.Malhotra.

WEBSITES:

www.mahindra andmahindra.com

www.wikipedia.com

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 6 ANNEXURE
QUESTIONNIARE
“A Survey on Customer Satisfaction on Mahindra and Mahindra SUV
Models”

NAME:-

GENDER:-

AGE:-

CONTACT NO:-

Q.1 Are you satisfied Mahindra and Mahindra Vehicle?

a) Yes

b) No

Q.2 If “YES” which factor you consider is satisfied you most?

a)Features

b) Low Maintaince

c) Looks

d) After sales services

Q.3 How much you expect the value of you vehicle by selling?

a) 30% b) 40%

c) 50% d) Above 50%

Q.4 From where did you get information about this vehicle?

a) Advertisement c) Mechanic

b) Friend d) Any other

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Q.5 Are you satisfied with the fuel consumption of Mahindra and Mahindra
vehicle?

a) Extremely Satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

Q.6 How will you rate following factors concerned with vehicle?

Excellent Very Good Good Average

Cost of spare
parts

Consistency

Pick up

Maintaince

Price

Service by
dealer

Q.7 What features would you like to add to a vehicle?

a) Switch mode of fuel

b) Power saving

c) Automatic head lights

d) Four wheel drive

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Q.8 Please rate of the following vehicle of M&M as per their Perceived value?

Fuel efficiency Cost Environment Trends

friendly

Nuvo Sports

Bolero

Scorpio

XUV 500

Xylo

Q.9 Whether vehicle is lone free?

a) Yes

b) No

Q.10 Will you suggest the same vehicle to your friend?

a) Yes

b) No

Q.11 What are your expectation towards average life of vehicle?

a) 3 years b) At least 5 years

c) Above 5 years

Shubham Anande

IInd year MBA

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