CHAPTER-1 i

INTRODUCTION
 INTRODUCTION

Customer iSatisfaction iisithe ibuzzwordiused iby ithe ibusiness i ipeople i ifor i ithe i isuccess i iof iorganization iin
the ipresent idays. iDueito ithe iincreases i iof iheavyi icompetition i iiniieveryiproduct i i– ilineiitibecome idifficult
i

for ithe icompanies ito iretain ithe icustomers ifor ilonger itime. iSo iretain ithe icustomer ifor ilonger itime ithe
i

marketer ihas ito ido ionlyione ithingsii.e. icustomer isatisfaction i.If icustomer iisifullyisatisfiediby ithe iproduct
i

itinot i ionlyi irub i ithe iorganization i isuccessfully i ibut ialso ifetch imanyibenefits ifor ithe icompany i i. iThey iare
i

less iprocess isensitive i iand ithey iremain i icustomer ifor ia ilonger iperiod. iThey ibuy iaddition iproducts
i

overtimes ias ithe icompany iintroduce irelated iproduce irelated iproducts i ior iimproved, i iso icustomer
i

i satisfactions i iis igaining i ia ilot i iof iimportance iin ithe ipresent iday. iEvery icompany iis iconducting isurvey
on icustomer isatisfaction ilevel ion itheir iproducts. iTo imake ithe iproducts iup ito ithe isatisfaction ilevel iof
i

i customers.

This iproject iis ialso idone ito iknow ithe icustomers isatisfaction ion ithe iMahindra iand iMahindra
Automobiles. iThe iimpact iof iautomobile iindustry ion ithe irest iof ithe i ieconomy i ihas i ibeen i iso ipervasive
i

and imomentous ithat iisicharacterized ias isecond iindustrial. i iIt iplayed i ia i ivitaliirole i iin ihelpingithe ination ito
i

produce ihigher i value i good iand i services i and iiniithe i ienhancingi itheir i iskills iand iimpose itremendous
i

demand ifor iautomobile, ilot iof icar imanufacturers icompany i ifacingi icut ithroat icompetition iinithe ifields
i

of itechnology iand iprice.

i

Customer iSatisfaction iStrategies iFollowed iBy iM&M

Theidifferentistrategies ifollowediby iM&M iconsists iof iCustomerirelationshipiimanagemeint, istrategyito

providingibetter ifacilityito ithe iowner, iand istrategy i ito i iprovide i ibetter i iafter i isales i iservice ito i customer.
i

Customer iRelationship iManagement

CRM ias ia itool iwas iused ito icreate ipositive i iword-of-mouth, i ito i imonitor i icustomer i iexperiences iand
generate ireferrals. iA iseries iof iCRM iactivities iwere iimplemented iwith iregular idirect icommunication,
i

events iand icustomer isatisfaction isurveys, iEvents, iFestive ioffers, i iRewards iProgram, i etc.
i
 1.1 iCompany i iProfile

HISTORY iOF iMAHINDRA i& iMAHINDRA iAUTOMOTIVE

Mahindra i& iMahindra i(M&M) iwas iestablished iin i1945 ias iMahindra i& iMohammed. iLater i ion, iafter
the ipartition iof iIndia, ione iof ithe ipartners i- iGhulam i iMohammad i i- ireturned i ito i iPakistan, i iwhere ihe
i

became iFinanceiMinister.iAs ia iresult,ithe icompany iwas irenamed ito i iMahindrai i& iMahindraiini1948.
i

M&M istarted iits ioperation ias ia imanufacturer iof igeneral-purpose iutility ivehicles. iIt iassembled iCKD
i jeeps iini1949. iOver itheipassing iyears, itheicompany iexpanded iitsibusiness iand istarted imanufacturing i i
iii light i i i i icommercial i i i i i ivehicles i i i i i i(LCVs) i i i i i iand i i i i i iagricultural i i i i i itractors i. iApart ifrom iagricultural
tractors iand iLCVs, iMahindra i& iMahindra ialso ishowed iits idexterity iin imanufacturing iarmy ivehicles.
i

Soon, iit istarted iits ioperations iabroad, ithrough iits iplants iset iup iin iChina, ithe iUnited iKingdom iand ithe
i

USA.
i

M&M ipartnered iwith icompanies iprominent iin ithe iinternational imarket, iincluding iRenault iSA,
i International iTruck iand iEngine iCorporation, iUSA, iin iorder ito imark iits iglobal i ipresence. i iM&M ialso
started iexporting iits iproducts i ito iseveral i icountries i iacross ithe iworld. i iSubsequently, i it i iset iup iits
i

branches iincluding iMahindra iEurope iSrl i(based iin i iItaly), i iMahindra i iUSA i iInc., i iMahindra iSouth
i

Africa and Mahindra (China) Tractor Co. Ltd.

At ithe isame itime, iM&M imanaged ito ibe ithe ilargest imanufacturer iof itractors iin iIndia, iby iholding
i

i leadership iin ithe imarket iof ithe icountry, ifor iaround i25 iyears. iThe icompany iis ian iold ihand iin idesigning,
developing, imanufacturing iand imarketing i itractors i ias iwell i ias ifarm i iimplements. i iIt imade iits ientry ito
i

the ipassenger icar isegment iin iIndia, iwith ithe imanufacture iof iLogan i(mid- isize isedan) iin iApril i2007,
i

i under itheiMahindraiRenault icollaboration

Soon iafter ithe iconsiderable isuccess iof iLogan, iM&M istarted i ilaunching i ia iwide i range i of iLCVs iand
three iwheelers ias iwell ias iSUVs iincluding iScorpio iand iBolero. i iIn ithe i ipresent i itime,iiBolero ihas igained
i

immenseipopularityiiniIndia. iIt iisione iof itheimost iopted ivehicles iiniits.

i
 PRODUCT iOF iMAHINDRA iAND iMAINDRA

MAHINDRA iBOLERO

MahindraiBolero iisione iof ithe imost isuccessful iand ipopular iutilityivehicleiof itheiMahindraiand iMahindra
Group. iThe i icar iis i irobust i iin i iappearance i iand iit i ihas ibeen ielegantly i idesigned, i ikeeping iin imind ithe
i

conditions iof ithe iIndian iroads.Mahindra iBolero iis ialso iamong ithe ibest ifuel-effic iient i cars iof iIndia ias
i

i theimanufacturer ihas iequipped iitiwithia i2500 icc idiesel iengineiwithi5 ispeed itransmission.

ii MAHINDRA XUV300 i
ii

ii The iMahindra iXUV i300 iis ia isubcompact iSUV iproduct. iIt iis ibased ion ithe iX100 iplatform iof i
i i iSsang i young iand ihas ibeen isold iin iIndian imarket isince iFeb i2019. i

MAHINDRA iSCORPIO

Mahindra i i& iMahindra i iLimited i ilaunched i iMahindra i iScorpio ias iits i ifirst i iSports iUtility i i iVehicle i i iin
Indiaiin i 2002.
i

This iSUV ihas iredefined ithe iexpectations ifor ithe idesign iof iSUVs iwith i iits i isturdy i ilooks i iand ipowerful
performance, ithe isophisticated iinterioridesign iadds ito ithe i ifurtheriigloryi ito i ithe iappearance.
i

MAHINDRA iTHAR

Mahindra iThar iis ia icompact, imid-sized, ifour-wheel idrive, ioff-road iJeep iCJ-like iSUV ilaunched iin ithe
i Indian imarket iin i2010. iThe iThar ialso icomes iwith ia iseven iseater ioption, ithough iit ican ibe iconverted iinto

ia itwo-seater

MAHINDRA iXUV500

Mahindra iXUV500 iis ia icompact isport iutility ivehicle. iLaunched iin i2011.2.2L iengine i(Diesel), i6 ispeed
iboth imanual iand iauto. iMahindra iXUV500 isecured ifirst iplace iin ithe i2014 iDesert iStrom iRally. iThe icar

iis iclocked ithe ifastest itime iin ithree isections iof irally.

MAHINDRA iKUV100 iNXT

Mahindra iKUV100 iNXT istands ifor iKool iutility ivehicle iis ia icompact imini isport iutility ivehicle, i5 idoor
ihatchback, i1.2L iengine icomes iboth iin ipetrol iand idiesel.
 CHAPTER-2 I

LITERATURE REVIEW
I
2.1 Aboutithe i Topic

Customer isatisfaction iis ia iterm ifrequently iused iin imarketing. i iIt iis i ia imeasure i iof ihow i iproducts iand
services isupplied iby ia icompany imeet ior isurpass i icustomer i expectation. i Customer isatisfaction iis
i

definedias i"theinumberiof icustomers, ior ipercentage iof itotal icustomers, iwhose ireported i i iexperience i i
i

with i i ia i i ifirm,iiiits i i iproducts, i i or i i iits i i iservices i i i(ratings) i i i iexceeds ispecified isatisfaction igoals." iIn ia
i

i surveyiof inearlyi200 isenior imarketing imanagers, i71 ipercent iresponded i that ithey ifoundia icustomer
satisfaction imetric ivery i useful i in i managing i and imonitoring itheir ibusinesses. iIt iis iseen ias ia ikey
i

i performance iindicator iwithiniibusiness i iand i iis i ioften ipart iof ia iBalanced iScorecard. iIn ia icompetitive
marketplace i iwhere i ibusinesses i icompete i ifor icustomers, icustomer isatisfaction iis iseen ias ia i key
i

i differentiator i and i increasingly i ihas ibecome ia ikey ielementiof ibusiness istrategy.

"Within iorganizations, icustomer isatisfaction iratings ican ihave ipowerful ieffects. iThey ifocus iemployees
on ithe iimportance iof ifulfilling icustomers' iexpectations. i Furthermore, i when i these iratings idip, ithey
i

warn iof iproblems ithat ican iaffect isales i iand iprofitability. i iThese imetrics i iquantify ian iimportant
i

dynamic.iWhen ia ibrand ihas iloyal icustomers, iitigainsipositive iword-of-mouth imarketing, iwhich iisiboth
i

i free iand ihighlyieffective."

Therefore, iit iis iessential ifor ibusinesses i ito ieffectively i imanage i icustomer i isatisfaction. i To i ibe iable ido
i this,ifirmsineed ireliableiand irepresentative imeasures iof isatisfaction.

Getting iconsistency i iright i ialso i irequires i ithe iattention i iof itop ileadership. i iThat’s i ibecause iby iusing i ia
i variety iof ichannels i iand i itriggering i more i and i imore i iinteractions i iwith i icompanies i ias ithey i iseek ito
meet idiscrete ineeds, icustomers icreate iclusters iof iinteractions ithat imake itheir iindivid iual i interactions i
i

less i iimportant i ithan i itheiriicumulative i experience. i Thisiicustomer ijourney ican ispan iall ielementsiof ia
i

i company iand iinclude ieverything ifrom ibuying i a iproduct i to iactually i using i it, ihaving iissues iwith ia
i product ithat irequire iresolution, i ior isimplyiimakingiithe i idecision i ito i iuse i ia iservice ior iproduct ifor ithe ifirst
time.
i

It’s inot ienough ito imake icustomers ihappy iwithieach iindividual iinteraction. iOur imost irecent icustomer-
experience isurvey iof isome i i27,000 i iAmerican i iconsumers i iacross i i14 i idifferent iindustries ifound i ithat i
effectivei icustomer i ijourneys i iare i imore i iimportant: i imeasuring i isatisfact iion i on icustomer ijourneys iisi30
i

i percent imore ipredictive iof ioverall icustomer isatisfaction i i than imeasuring ihappiness ifor ieach
i individual iinteraction. iIn iaddition, imaximizing isatisfaction iwith icustomer ijourneys ihas ithe ipotential
not ionlyito iincrease icustomer isatisfaction iby i20 ipercent
i
2.2 Literature iReview

Manish iKumar, iA.K. iTarun i[1], istudies ithe iconsumer ibehavior ifor iA3 i isegment ivehicles isuch ias
i Honda iCity iand iSX4 iinia iparticular iregion imangalore. iData icollected ifrom i100 irespondents i50 ieach
i from iHonda iCity iand iMaruti iSX4. iRespondents iwere iconsidered ifrom ivarious ibackgrounds ilike
Gender, iOccupation, iIncome i iclass. i iAlso i icustomer i ipurchase iparameters iconsidered ifor istudy iare
i

Price, iSafety, iComfort, iPower i& iPickup, iMileage, iMax iSpeed, iStyling, iAfter iSales iService, iBrand
i

Name iand iSpare iParts iCost. iBased ion iabove iparameters iand ianalysis imade iinithisiit i revealed i that,
i

i while i ipurchasing i A3 i isegment i icar iCustomer igive imuch iimportance ito iSafty, iBrand iName iand
seatingiand idrivingicomfort. i iAlso i iword i of imouth ipublicity iand iadvertisements iinicar imagazines iare
i

ii more i ieffective icommunication imediumifor ipromotion iofiCars.

P iMohan, istudied ithe ifactors iinfluencing icustomers ibrand i ipreference i iof i ithe ieconomy isegment
SUV’s iand iMUV’s. i iData i icollection i was imade i through i idirect i iinteractio in iand icustomer iintercept
i

survey iusing iquestionnaire. iDescriptive ianalysis i iwas iused ito itransform idata iinto iunderstand iformat
i

and ifactor i ianalysisiiwas i iused i ifor i iidentification i iof i ifactors iinfluencing i icustomer i ipreference. i iIn i ilight
i

ii of istudy i ifindings, i ithe i ipreference i iof ia igiven i ibrand ican ibe iexplained iin iterms iof isix ifactors inamely
Product ireliability, imonetary i factor, i trendy iappeal, ifrequency iof inon-price ipromotions ioffered,
i

trustworthiness iand icustomer ifeeling ior iassociation itowards ibrand. iThere iis ineed ifor imarketers ito
i

take ithese ifactors iinto iconsideration iwhen icrafting iproduct iinnovations iin ithe iSUV isegment iof
i

i Automobile i market.

Nikhil iM, iBhuvan iKumar, iSanthosh iS, ithis i research i attempts i to i answer isome iof ithe iquestions
regarding ibrand ipersonality iof iselected icars iin iIndia iby iconducting ithe imarket iresearch. iThis
i

personality isketching iwillihelp iiniiknowing i iwhat i ia i icustomer i i(or i ia i ipotential icustomer) ithinksiiabout
i

a igiven i ibrand iof icar iand iwhat i iare ithe ipossible i ifactors i iguiding ia ipossible ipurchase. iSimilarly, ithe
i

idea iof imeasuring ithe icustomer i isatisfaction i iwill i iserve i ithe isame ipurpose iof idetermining ithe
i

customeriperception.iThus,iby imeasuringitheiwillingness iof iexcitingiusers iof ia icar ito irecommendiitito

i

others iwilliihelp i ithe i icar imanufacturers i ito ichock i iout ithe ientire icustomer iBuyingiBehavior. iThe istudy
i

shows i that i brand i iperception i iisiisomething iwhichistarts ibuilding iup ibefore ia icar iisipurchased i iand i
i

goes ion iwith i iits i iuse i iand iis i ireflected i iin ithe irecommendations. iThe icustomer imakes ito ihis i
i

acquaintances i ifor ithe i isame i icar. iAlso i iit i iis iseen ithat ithe icustomer imightinot ibe iusing ithe icar istill ihe
i

holds ithe iperceptions iabout iit. iBrand ipersonality iof ia icar iis ienforced iby ithe isellers iin ithe imindsets iof
i

i the icustomers iand icustomers ireacts ito iitiby iforming itheir iperception iabout ithe icar iand ithisireflects iin
the ioverall i brand
i
image iof ithe icar. iSo ibrand iimage iand ibrand ipersonality icomplement ieach iother iand ithe ibrand
perception iaids ithe ibuilding iof ibrand iimages. iAs iper ithe istudy ifindings,idealers iplay ia ivery iimportant
i

role iinibuildingiup itheibrand iperceptions iof itheicars.

i

Sandesh iR, iGovind, iMuhammad i iSabbib i i[4], i ithisiipaper ireviews ithe icountry iof i iorigin i iand i idifferent i
variables i ithat i iinfluenceiiconsumer i ipurchase iintention, ialso ihighlight itheirelationship iof ivariables iand
i

customer ipurchase iintention. iStudy idemonstrate ithat ipeople icare iabout iwhich icountry iproducts
i

come i ifrom i iand i iwhere i ithey i iare imade iand iconsider ithese ifactors iwhen ievaluating ithe i iquality i iof i
i

i product. i iStereotypes i i iof i icountryiand ithe ipreferences iof icustomers, iinfluenceitheipurpose iintentiion. i
Political i system, iculture iand ithe ieconomy iof ithe icountry ican ibe ia icause iof isensitivity ito ipeople.
i

There iare imany ifactors ithat ihave ian iimpact ion iconsumer ipurchase iintention. iResearch iand
i

methodologies ihave ishown ithat ieven iwhen iconsumers ican ievaluate iall ithe iintrinsic iproduct
i

characteristics iby iexpressing ithe iproduct, ithe ieffect iof iextrinsicicues ihas imore iinfluenceion iconsumer
i

product ievaluation. iCountry iof iorigin iis ione iof ithe iextrinsic icues; iin iaddition, ithere i iis i ino i idoubt ithat
i

countryiof ioriginihas iconsiderable iinfluenceion itheipurchase iintention i process.

i

K.Vidyashree i[5], ithe istudy ithrows ilightion ivarious iaspects ithat ithe imanufactures ishould iconcentrate
on ito iattract i ithe iprospective ibuyers. i iThei idemand i for i the i ismalliiAutomobile isegment iisiincreasing
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because iof ithe igrowing inumber iof inuclear ifamilies ias iwell ias iparking iproblems. iHence ithe
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manufactures ishouldifindiout ithe ineeds, iwants, itastes iand ipreferences iof iconsumers iiniorder ito idesign
i

the iproducts. i iAlso i ifuel i ieconomy i iand i idriving i icomfort i iare i ithe imost iimportant iparameters ifollowed
i

by iavailabilityiof ispares iand itheiriprice.

i

Balakrish iM, iJagdeesh iV.P.[6], i istudy i ifindings i ishows i ithat i idue i ito iprice i idiffere ince iiniGasolineiand
Diesel, iabout ione ithird iof ithe icar iowners iwere ihavingidiesel i vehicles. i The iresearch iresults ishowed
i

that iabout ione iseventh iof icar ifor ithe icityidriveifor ifamilyiusage, iwhile iusingithe isecond icar ifor i officei
i

and i ibusiness i iusage. i iForeign i ibrand icars ishow i iclear i ipreference iinithe iKarnataka icar imarket. iAlso iit
i

was iobserved ithat iin ithe iinformation igathering iand iconsumer ipurchase iinitiation istage, iTV
i

commercials ion icar imodels iand i ibrands, i isearch i ion i iinternet iwebsite iof itheimanufacturer iand ivisitito
i

dealers i/ idistributors iwere ithe iprimeisources iwhere icustomers igathers iinformation ion icar i models.
i

Ramita iVerma, iShubhkamana iRathore i[8], i istudied i ithe i iluxuryi icar i isegment i iof i iIndia. i iResearches
and istudies ihave i irevealed i ithat i ithe iluxury i icar imarket i iis i igrowing i iat ia isteady ispeed iof i25% iper
i

i annumiwithimore iand imore inumbers iof iluxuryicars ientering iIndian icar imarket.
 i CHAPTER-3 I

RESEARCH
METHODOLOGY
I
A iresearch iprocess iconsists iof istages ior isteps ithat iguide ithe iproject ifrom iits iconception ithrough ithe
final ianalysis, irecommendations iand iultimate iactions. iThe iresearch iprocess iprovides ia isystematic,
i

planned iapproach ito ithe iresearch iproject iand iensures ithat iall iaspects iof ithe iresearch iproject iare
i

consistent iwithieach iother.

i

Research istudies ievolveithrough ia iseries iof isteps, ieach irepresenting i ithe i ianswer i ito i ia i ikey iquestion.

INTRODUCTION

This ichapter iaims ito iunderstand ithe iresearch imethodology iestablishing i ia i iframework i iof i ievaluation
and irevaluation iof iprimary iand isecondary i iresearch. i iThe i itechniques i iand i iconcepts iused iduring i
i

primary i iresearch iin i iorder ito iarrive i iat ifindings; i iwhich i iare ialso i idealt i iwith i iand ilead ito ia ilogical
i

deduction itowards ithe ianalysis iandiresults.

i

3.1 Objectives iof ithe iStudy

The istudy ihas ibeen iunder itaken ito ianalyze ithe icustomer isatisfaction itowards iall i ivariant i iof iMahindra
Motors iiniMysoreiwithia ispecial ireference i ito i ithei iM&M imotors, i the i other i objectives iare:
i

* To igatheriinformation iabout icustomerisatisfaction itoward i iMahindraiand i iMahindra iMotors iin

the igeographic iregion iof i Mysorei&iKodagu.
i

* To iknow ithe icustomer iperception iabout ifeatures, ilow imaintenance icost iand ilooks iof
i Mahindraiand iMahindra iMotors.

* To iknow ithe icustomer isatisfaction iabout ithe isafety i iand i icomfortablei iVehiclesiiof i iMahindra
andiMahindra.
i

* To iprovide isuggestions, iiniimprovingithe icustomer i satisfaction i iand ithe i icompany i isales iand
i profitability

* To iknow ithe icustomer isatisfaction itowards ithe iafter isales iservice ioffers ibyiM&M.

3.2 Purpose iof ithe i study

 The ipurpose iis i ito icheck i iout i ithe i iconsumer i isatisfaction i itowards i iMahindra i i& iMahindra i iand iits
services iand iwhat iare ithe iconsumer’s i irequirements i iand i iwhy i ia iproblem i icostumer i ifaces iand iif
i

theyiare i satisfied.
i

3.3 Research imethodology iof itheistudy

Research imethodology iisidone ito isolve ithe iresearch iproblems iinvolving ia istudy i of ivarious isteps
that iare iadopted iby ithe iresearcher iinistudyingihis i problem.
i

Throughout ithe ientire iproject ithe iemphasis iwas ito icheck ithe i iSatisfaction i ilevel i iof i ithe icustomers
towards i Mahindrai& iMahindraiand itheiriviewsiand iperception iabout i theisame.Finallyithe iproject
i

was iconcluded iby itaking ithe ifeedback ifrom ithe icustomers

i

3.3.1 RESEARCH i DESIGN

First ian iintensive isecondary iresearch i ito iunderstand i the i full i impact i and i implication i of
i the iindustry, ito ireview iand icritique ithe iindustry i norms i iand i ireports, i ion iwhich i icertain iissues
shall i ibe iselected, i iwhichiifeel’s i iremain i iunanswered i ior iliable i to ichange, i this i shall ibe ifurther
i

taken iup iinithe inextistage iof iexploratory i research.

i

RESEARCH iPROCESS

Theiresearch iprocess ihas ifouridistinctiyet iinterrelated isteps ifor iresearch ianalysis.It ihas ia ilogica il
i and ihierarchical i ordering:

 Determination iof iinformation iresearch i problem.

 Development iof iappropriate iresearch idesign.
 Execution iof iresearch i design.
 Communication iof iresults.
 Each istep iisiviewed ias ia iseparate iprocess ithat iincludesia icombination iof itask, istep iand
specific i procedure.
i

 Theisteps iundertake iare ilogical,iobjective, isystematic, ireliable, ivalid,iimpersonal iand iongoing.

3.3.2 DATA iCOLLECTION iMETHOD

EXPLORATORY iRESEARCH
i

The imethod iused ifor iexploratory iresearch iwas

  Primary i Data
 Secondary i data

 Primary i Data
New idata igathered ito ihelpisolveithe iproblem iat ihand. i iAs i icompared i ito isecondary idata
whichiisipreviously igathered idata. iAn iexampleiisiinformation igathered iby ia iquestionnaire.
i

Qualitative ior iquantitative i data ithat iare inewlyi icollected i iiniithe i icourse iof iresearch,
i

Consists iof ioriginal iinformation ithat icomes ifrom ipeople iand iincludes iinformation
i

gathered ifrom isurveys, ifocus igroups, iindependent iobservations iand itest iresults. iData
i

gathered iby ithe iresearcher iinithe iact iof iconducting iresearch. iThisiis icontrasted ito
i

secondary idata, iwhichientailsithe i iuse i iof idata i igathered i iby isomeone iother ithan ithe
i

researcher iinformation ithat iisiiobtained i idirectlyi ifrom i ifirst- ihand i isources iby imeans iof
i

i surveys, iobservation ior iexperimentation. iPrimaryidata iis ibasically icollected iby

getting iquestionnaire ifilled iby ithe i respondents.
i

 Secondary i Data
Information ithat ialready iexists isomewhere, ihavingibeen i collected i for i another
i purpose. i Sources i includeicensus ireports, itrade ipublications, iand i subscriptio in
i services. iThere iare itwo itypes iof isecondary idata: i internal i and i iexternal i isecondary
i data. iInformation icompiled iinsideior i outside i the i organization i ifor i isome i ipurpose
i other ithan ithe icurrent i investigation i iResearching i information, i whichiihas i ialready
i been ipublished? iMarket iinformation icompiledifor ipurposes iother ithan ithe icurrent
research ieffort; iitican ibe iinternal idata, isuch i ias iexisting i isales-tracking i iinformat iio in, ior iit
i

can ibe iresearch iconducted iby isomeone ielse, isuch ias ia imarket iresearch icompany ior ithe
i

U.S.igovernment.
i

 Secondary isource iof idata iused iconsists iof ibooks iand iwebsites

i DESCRIPTIVE i RESEARCH

STEPS iin ithe idescriptive iresearch:

Statement iof ithe iproblem

* Identification iof iinformation ineeded ito isolveitheiproblem

* Selection ior idevelopment iof iinstruments ifor igathering ithe iinformation i

 * Identification iof itarget ipopulation iand idetermination iof isampling i Plan.

* Design iof iprocedure ifor iinformation icollection i

* Collection i& iAnalysis iof iinformation i

* Generalizations iand/or ipredictions

DATA iCOLLECTION

Data icollection itook iplace iwith ithe ihelp i iof ifilling i iof iquestionnaires. i iThe i iquestionnaire i imethod ihas
come ito ithe imore iwidelyiused iand i ieconomical i imeans i iof i idata i icollection. i iThe i icommon ifactor iin iall
i

varieties iof ithe iquestionnaire imethod iis i ithis i ireliance i ion i iverbal i iresponses i i to iquestions, iwritten ior
i

i oral. iI ifound iit iessential i ito imake i isure i ithe i iquestionnaire i iwas i ieasy ito iread iand iunderstand ito iall
spectrums iof ipeople iinithe isample. iIt iwas ialso iimportant ias iresearcher ito irespect ithe isamples itimeiand i
i

energy i ihence i ithe i iquestionnaire i was idesigned i in i such i a iway, i that iits iadministration iwould inot
i

exceed i i4-5 imins.iThese i iquestionnaires i iwere i ipersonally iadministered.

i

The ifirsthand iinformation iwas icollected iby imaking i ithe i ipeople i ifill i ithe i iquestionnaires. i iThe iprimary
data icollected iby idirectly iinteracting i iwith i ithe i ipeople. iThe i respondents i were icontacted i at ithe
i

showrooms iof ithe iconsumer idurable iproducts ietc. iThe idata iwas icollected i iby iinteracting iwith i150
i

i respondents iwho ifilled ithe iquestionnaires iand igave ime ithe irequired inecessary i information. iThe
respondents i consisted i of ihousewives, i students, i businessmen, i professiona ils i etc. ithe irequired
i

information iwas icollected iby idirectlyiinteracting iwithithese i respondents.

i

3.3.3 Determination iof iSample iplan iandisize

 Target i Population

It iis ia idescription iof ithe icharacteristics iof ithat igroup iof ipeople ifrom iwhom ia icourse iis
intended. iIt iattempts ito idescribe ithem ias ithey iare irather ithan ias ithe idescriber iwouldilike ithem
i

to ibe. iAlso icalled ithe iaudience ithe iaudience ito ibe iserved i iby iour i iproject i iincludes ikey
i

i demographiciinformation i(age, isex ietc.).The ispecificipopulation iintendedias ibeneficiaries iof ia

i program. iThis iwill ibe ieither iall ior ia isubset iof ipotential i iusers. i iTopic iareas: iGovernance,
Accountability iand iEvaluation,iOperations iManagement i and
i
 CHAPTER-4

DATA ANALYSIS
AND
INTERPRETATION
 1) Do iyou iown ia iMahindra i& iMahindra i vehicle?

Yes No
78% 22%
Table i iNo. i1

Graph: i i1

Owned an Mahindra & Mahindra Vehicle

i i i i i

22%

78%

Yes no

Interpretation i1:

The isample idrawn ion iprobability ibasis ishows ithat i78% iof ithe icustomers iowned ia
i Mahindra i& iMahindra iwhereas ionly i22% ididn’t iowned.

Observation:

Most iof ithe irespondents iapproached iowned ian iMahindra i& iMahindra iVehicle.
 2) Factors iaffecting icustomer isatisfaction itowards iMahindra i& iMahindra

Factor No. iof iRespondent Percentage

Features 18 12%
Low iMaintenance 51 34%
Comfort 27 18%
Style 24 16%
After iSales iService 30 20%
Table i iNo: i2

Graph: i i2

No. of Respondent
i i

Features

Low iMaintenance
18
30

Comfort
24 51
Style
27

After iSales iService

Interpretation i2: iTheisampleidrawn ion itheiprobability ibasis iclearlyishows ithat i34% iare ithe
opinionithat ilowimaintenance iisithe isatisfaction ifactor i Bolero i and i i20 i% iof ithem i iwhoi iviewiAfter
i

Sales iService ias ia ivitalifactor ifor icustomer isatisfaction. iFollowed iby iComfort iwhichicorresponds ito
i

18 i%, iStyleiwithi16% iand ionlyi12% iof ithem iviewithat ifeature iof iBolero ias isatisfaction ifactor.
i

Observation: iMajority iof ithe irespondent iare iof ithe iidea ithat ilow imaintenance iof ithe i top i most
feature icontributing ito icustomer isatisfaction ifollowed iby iafter i isales i iservices i icomfort istyle iand
i

features. iAs isuch, iMahindra ishould ifocus ion ithe iaspects, iwhich iwill ienhance ithe icustomer
i

satisfaction iand ithus itheimarketishare.

i
 3) Customer iopinions itowards ifuel i consumption.

Factor Percentage
Extremely iSatisfied 27%
Satisfied 49%
Neutral 17%
Dissatisfied 7%
Total 100%
Table i iNo: i3

Graph: i i3

Percentage
Extremely iSatisfied

7%
Satisfied
27%
17%

Neutral

49%

Dissatisfied

Interpretation i3: i100% iof ithe irespondents i i49% iof ithe i irespondents i iapproached i iwere isatisfied
withithe ifueliconsumption iof ithe iBolero. iFollowed i iby i27% iwas iextremelyi isatisfied, i17% iare
i

neutral iand irest iof ithei7% iisimore idissatisfied iwithifueliconsumption iofiBolero.

i

Observation: iAs imajorityiof ithe irespondents iare isatisfiediwithithe ifueliconsumption i iof iMahindra
Bolero, ithe icompany ishouldiimaintain i ithe i isame i istandard i iand i iitiiisiisuggested i ito icome iup iwithi
i

suitableiimeasure i ito ireduce ithe i negative i opinion i among i theiconsumer i who i are iof itheiopinion
i

that ithe ifueliconsumption iisia idissatisfying ifactor.

i
 4) Customer iopinions itoward iSafety iand iComfort.

Factor Percentage
Extremely iSatisfied 23%
Satisfied 47%
Neither iSatisfied i& iDissatisfied 20%
Dissatisfied 10%
Total 100%
Table i iNo: i4
Graph: i i4

Opinion

10%
23%

20%

47%

Extremely iSatisfied Satisfied Neither iSatisfied i& Dissatisfied

Dissatisfied

Interpretation i4: i100% iof ithe i irespondents i i47% iof ithe i irespondents i iapproached i iwere isatisfied
withithe isafety iand icomfort ifeature iof itheiBolero. iFollowed iby i27% iwas iextremely isatisfied, i17%
i

i are ineutral i iand irest iof ithe i i7% iwas idissatisfied i with iisafety i iand icomfort i ifeatureiof iBolero.

Observation: iAs imajorityiof ithe i irespondents i iare isatisfiediiwithiithe isafety i iand i icomfort i ifeatureiof
i MahindraiBolero, ithe icompany ishouldimaintain ithei isame i istandard i iand i iitiiisiisuggested i ito icome iup i
withiisuitableiimeasurei ito ireduce i the i negative i opinion i among i theiconsumer i who i are iof ithe
i

opinionithat itheifueliconsumption iisia idissatisfying ifactor.

i
 5) Customer iopinions itoward i Design.

Factor Percentage
Extremely iSatisfied 20%
Satisfied 40%
Neutral 27%
Dissatisfied 13%
Total 100%
Table i iNo: i5
Graph: i i5

Opinion

13%
20%

27%

40%

Extremely i Satisfied Satisfied Neutral Dissatisfied

Interpretation i5: i100% iof irespondents i40% iof ithe irespondents iapproached iwere isatisfied
i with ithe iDesign iof ithe iBolero. i20% iwere imore isatisfied, i27% iof ithem ineutral iand i13% iare
i dissatisfied iwith ithe idesign iof ithe iBolero.

Observation: iAs imajorityiof ithe irespondents i iare i isatisfiediiwithiithe i idesign i iof iMahindra
Bolero, ithe icompanyishouldimaintain ithe isame istandard iand iitiisisuggested ito icome iup iwith
i

suitableimeasureito ireduce ithe inegativeiopinioniamong i ithe i iconsumer i iwho i iare iof ithe i iopinion ithat
i

theifueliconsumption iisia idissatisfying ifactor.

i
 6) Customer isatisfactions itoward iMaintenance iof iMahindra i&iMahindra

Factor Percentage
Extremely iSatisfied 23%
Satisfied 51%
Neutral 21%
Dissatisfied 5%
Total 100%
Table i iNo: i6

Graph: i i6

Satisfaction Level i

5%
23%
21%

51%

Extremely i Satisfied Satisfied Neutral Dissatisfied

Interpretation i6: iThe isample idrawn ion ithe iprobability ibasis ishows ithat iout iof i100% iof
i respondents i51% iof ithe irespondents iapproached iwere isatisfied iwith ithe imaintenance iof ithe
i Bolero. i23% iwere iextremely isatisfied, i21% iof ineutral iand i5% iare idissatisfied iwith ithe
i maintenance.

Observation: iThough imajorityiof itheicustomer iare isatisfiedithat ithe imaintenance icost iof
i MahindraiBolero iisiless, i iaround i i20% iare inot isatisfied i iwhichiimayibe ibecause i iof icomparison iof
i Bolero iwithithe inewlyilaunchedicompeting ibrands i icomingiiwithiieven ilower i imaintenance icost.
 7) Customer iawareness iabout ipower isteering.

Option No. iOf iRespondent No. iOf iRespondents i(%)

Aware 120 80%
Unaware 30 20%

Total 150 100%

Table i iNo: i7

Graph: i i7

% Of Respondents
i i

20%

80%

Aware Unaware

Interpretation i7: iOut iof i100% iof irespondents, i80% iof itheirespondents i iapproached i iwere
aware iof itheipower isteering ipresent iinisome ivariantiof iBolero iand i20% iwere inot iaware iof ithe
i

power isteering ipresent iinisome ivariantiof i Bolero.

i

Observation: iMost iof ithe irespondents iapproached iwere iaware iof ipower isteering isystem
i introduced iin isome ivariants iof iBolero.
 8) Customer iperceptions iabout iMahindra i& iMahindra

Very iGood Good Average Bad Very iBad

20% 47% 21% 12% 0
Table i iNo: i8

Graph: i i8

Opinion

12% i0
20%

21%

47%

Very iGood Good Average Bad Vary ibad

Interpretation i8: iThe isample idrawn ion ithe iprobability ibasis ishows ithat iout iof i100% iof
i respondents i47% iof itheirespondents igaveiGood iresponse. i20% igaveiVeryiGood iresponse, i21%
i gaveiAverage iresponse iand i12% igaveibad iresponse ibut inone iinitheinegative.

Observation: iAs i67% iof itheirespondents iare isatisfiedithat itheyiare ihappy iwithiMahindrai& iMahindra,
ii it i isatisfies i ithat i ithe i icustomer i isatisfaction i ilevels i iare ivery i ihigh.iiIf ithe i icompany i iwere ito iidentify ithe
pitfallsiinitheiriproduct iand iundertake iremedial imeasure, ithusiitiwilliilead ito imore i good iword iof imouth
i

i publicity.
 9) More iFeatures irequired iin ithe iproducts

Option No. iOf iRespondent No. iOf iRespondents i(%)

Yes 120 80%
No 30 20%

Total 150 100%

Table i iNo: i9

Graph: i i9

% Of Respondents
i i

20%

80%

Aware Unaware

Interpretation i7: iOut iof i100% iof irespondents, i80% iof ithe irespondents iapproached iwanted
i more ifeatures iin iits iproducts iand i20% iwere inot iaware i/ ididn’t iwanted imore ifeatures.

Observation: iMost iof ithe irespondents iapproached iwanted imore ifeatures iin ithe icompany
i products.
iiiiiiiiiii iCHAPTER-5 i
SUMMARY OF FINDINGS,
SUGGESTIONS AND
CONCLUSION
 5.2 RECOMMENDATION

 MahindraiCompany ihas ito iimplement igood icustomer irelationship imanagement istrategy i ithat
enhances icustomer isatisfaction i level.
i

 Theicompany ican ifor ithe iundertake iR&D i ito iimproveiithe i iexisting i ifeaturei iwhichiifield ihelp
increase iinithe icustomer i satisfaction.
i

 Theicompany ishouldipromote iabout ithe ientireifeature ioffered iby iit.

 As imajority iof ithe icustomer igive i iopinion i ithat i ithey i iare isatisfied i iis i ithe i ifactor, i iservices iand
design iof itheiproduct iof ithe icompanyishoulditaken inot ionlyimaintain itheiexisting istandard ibut
i

also ienhanceithem.
i

 As imajorityiof ithe irespondents iare isatisfiediwithitheisafetyiand icomfort ifeatureiof

Mahindra, ithe icompany ishould imaintain i ithe isame i istandard i iand iit i iis i isuggested i ito icome iup
with i isuitablei imeasure i ito ireduce i the inegative i opinion i among i the i consumer i who iare iof
i

i theiopinionithat ithe ifueliconsumption iisia idissatisfying ifactor.

 Majority iof ithe irespondents iare i isatisfied i iwith i ithe i isafety i iand i icomfort i ifeature i iof iMahindra
Bolero, ithe i icompany i ishouldiimaintain i ithei isame i istandard iand i iitiiisiisuggested ito icome iup iwith
i

suitableimeasure ito ireduce ithe i inegativeiiopinion i iamong i ithe i iconsumer iwho iare iof ithe iopinion
i

that ithe ifueliconsumption iisia idissatisfying ifactor.

i

 As isuch, iMahindra ishould ifocus ion ithe iaspects, iwhich iwill ienhance ithe icustomer isatisfaction
and ithus itheimarketishare.
i
 5.4 CONCLUSIONS

 Mahindraiand iMahindraiMotors ihas ia ivery igood imarket i ishare i iinithe i istate i iof iKarnatakaiifor
theiSUV isegment.
i

 Theicompany iisioffering igood iservices, iwhich iisireflected ion itheisatisfaction iof ithe icustomer.
 Majority iof ithe icustomer iare isatisfiediwithitheidesign iof itheivehicle.
 Mahindra i& iMahindra imotors iare iproviding ibetter ifacilities iwhen icompared iwith iother
i brands.
 As i67% iof ithe irespondents iare isatisfied ithat ithey iare ihappy, iit isatisfies ithat ithe icustomer
i satisfaction ilevels iare ivery ihigh.iIf ithe icompany iwere ito iidentify ithe ipitfalls i iin i itheir i i product
and iundertake iremedial imeasure, ithusiitiwillilead ito imore igood iword iof imouth ipublicity.
i

 Though imajority iof ithe icustomer iare isatisfied ithat ithe imaintenance icost iof iMahindra iVehicles
is iless, iaround i i20% iare i inot i isatisfied i iwhich i imay i ibe ibecause i iof icomparison iwith ithe inewly
i

launchedicompeting ibrands icomingiwith ieven ilower imaintenance i cost.

i

 As i80% iof itheirespondents iare ihappy iwith ithe ispace iavailability iof ithe i Mahindra
vehicle,iitican ibe iconducted ithat ithe icompany ihas i iundertaken i iproper i iR&D i iiniithis iaspect.
 Thei20% iof ithe irespondents iwhoihaveianswered inegatively imayibe icomparing iwith i the
vehicle iin ithe isame icategory ilaunched ivery irecently.
 The icompany ican ifor ithe iundertake iR&D i ito iimprove i ithe i iexisting i ifeature i iwhich i ifield ihelp
increase iinithe icustomer i satisfaction.
i
 5.5 Suggestions

Based ion itheidata igathered iby iadministrating ischedules ito icustomers itheifollowing ie imade.

 Consumers iare isatisfiediwithiitsiilowi imaintenance i cost iand iafter i isales i iservice i iprovided iby
i company iso ithey ishouldifollowiitiiniother iparts iof icountry iasiwell.

 Company ishould ifocus ion iR&D ito i iimproveiithei iexistingiifeature i iwhichiifieldiihelp i iincrease iin
ithe icustomer isatisfaction iand iattract ipotentialiconsumers.

 Consumers iare ito ibe isatisfied ion iSafety iand i iComfort, i iDesign,iiSpace, iMaintenance i as ifor
itoday imost iof ithe ipeople iare iaffected ibyiit.

 Company icomes iinithe ipreferred icompanies ias ifeatures iand istyleisatisfyimost iof ithe ipeople
ineeds iso icompany iision ithe iright i path.
 Annexure

QUESTIONNAIRE

Customer iprofile

a) iName b) i Occupation

c) iAge d) i Income

e) iAddress:-

1. Do iyou iown ia iMahindra i& iMahindra i vehicle?

Yes No

2. Factors iaffecting icustomer isatisfaction itowards iMahindra i& i Mahindra

Features Low i Maintenance

Comfort Style

After isale iservice

3. Customer iopinions itowards ifuel i consumption.

Extremelyi i satisfied Satisfied

Neutral Dissatisfied

4. Customer iopinions itoward iSafety iand iComfort.

Extremelyi i satisfied Satisfied

Neutral Dissatisfied

5. Customer iopinions itoward i Design.

Extremelyi i satisfied Satisfied

Neutral Dissatisfied

6. Customer isatisfactions itoward iMaintenance iof iMahindra i&iMahindra

Extremelyi i satisfied Satisfied

Neutral Dissatisfied

7. Customer iawareness iabout ipower isteering.

Aware Unaware

8. Customer iperceptions iabout iMahindra i& iMahindra

Very i good Good

Average Bad

Very ibad

9. More iFeatures irequired iin itheiproducts

Yes No
 BIBLIOGRAPHY

Books:
 PhilipiiiKotler, i iKevin iKeller i (2009), Marketing iManagement i(Thirteenth i Edition)
 Marketing i i iManagement, i The i McGraw.Hill CompanyiRajan iSaxena i(Third iEdition)
 Berman, iBerry iand iJoel ir iEvansi(Oct- i1997) iRetail iManagement: iA istrategici iapproach i8th
editioniEnglewood icliffsiNJ iprintcehall
i

 Country ianalysisi1997 i“Aiframework ito iidentifyiand ievaluateithe iNational iBusiness

i Environment”

MAGAZINES:

 OUTLOOK iBUSINESS i(FEB, i 2018)

 BUSINESS iSTANDARD i(April-July i 2019)

 4P’S iOF iBUSINESS iAND iMARKETING i(June i2009)

 BUSINESS iTODAY i- iPick iand iChoose

 BUSINESS iTODAY i– iMahindrai& iMahindraito ibringinew imodel iof XUV.

INTERNET:

 Business i world.in

 http://www.india-garage.in/
 Autowold.com
 Top i gear.com
 Mahindraiand iMahindraiOfficial i website
 cardekho. icom