PROJECT REPORT ON MAHINDRA & MAHINDRA
- 1. Page | 1 INTERNSHIP PROJECT ON “CUSTOMER SATISFACTION AT MAHINDRA & MAHINDRA, RANCHI” PROJECT SUBMITTED IN PARTIAL FULLFILMENT FOR THE AWARD OF DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION FOR THE ACADEMIC YEAR 2017-20 SUBMITTED BY: SUMIT KUMAR RAJ ROLL: 18BC8690068 SPECIALIZATION: MARKETING (BBA 3RD YEAR) FOR THE ACADEMIC YEAR: 2017-20
- 2. Page | 2 DECLARATION This is to declare that I SUMIT KUMAR RAJ student of Gossner College, Ranchi, B.B.A batch 2017-2020, has given original data and information to the best of my knowledge in the project titled Customer Satisfaction is a record of independent work carried out by me under the guidance and supervision of the Commerce faculty towards the partial fulfillment of requirement for the BBA course. I also agree in principal not to share the vital information with any other person outside the organization and that I have not submitted it for any other title, degree or diploma. Date: __________ Place: Ranchi Name: Sumit Kumar Raj Specialization: Marketing
- 3. Page | 3 ACKNOWLEDGEMENT “Teacher is like a mirror who always shows our strength and weakness and help us to groom our-self.” The euphoria and satisfaction of the completion of the project will be incomplete without thanking the process responsible for the project. I would like to take this opportunity to thank one and all, who were instrumental in grand success of this project. In particular I wish to thanks the following personalities: I acknowledge GOSSNER COLLEGE department of BACHLOR’S OF BUSINESS ADMINISTRATION for providing opportunity to this project in final year BBA. I heartedly express our deep sense of gratitude to Mr. SURANDRA PRAJAPATI. I take this opportunity to bestow my gratitude to all who helped me during the course of the project for their inspiring guidance and kind advice throughout the project work. My special thanks to Mr. VINAY JOHN, ALL OTHER TEACHING & NON-TEACHING STAFF of GOSSNER COLLEGE (BBA DEPARTMENT). I am also thankful to “MAHINDRA NEXGEN” (authorized dealer MAHINDRA & MAHINDRA) for giving me an opportunity to pursue our training in RANCHI. I would like to thank all staffs, executive and senior executive to make my project successful. Their continuous support, guidance and encouragement have helped me to do the work in an effect. SUMIT KUMAR RAJ
- 4. Page | 4 EXECUTIVE SUMMARY Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The company started manufacturing commercial vehicles in 1945. Mahindra & Mahindra is the leader by far in commercial vehicle and the second largest in the passenger vehicle market. The company is the world’s sixth largest medium and heavy commercial vehicle manufacturing. Mahindra is best known for utility vehicles and tractors in India, Its automotive division, the company's oldest unit (founded in 1945), makes jeeps and three- wheelers (not passenger "auto rickshaws," but utilitarian delivery and flatbed incarnations). Today, company operations span 18 key industries that form the foundation of every modern economy: aerospace, aftermarket, agribusiness, automotive, components, construction equipment, consulting services, defense, energy, farm equipment, finance and insurance, industrial equipment, information technology, leisure and hospitality, logistics, real estate, retail, and two wheelers. Mahindra & Mahindra farm equipment sector, formed in 1963 during India's green revolution, manufacture’s tractors and industrial engines. M&M also produces military vehicles. The company has facilities located throughout India. The survey involved gathering wide information about the company, its products, customer satisfaction and impact of various competitive firms on the company. From the information collected, various aspects were identified where the company needs to focus more to improve the efficiency of marketing team of Mahindra Auto motives. The research was conducted through collection of primary and secondary data. Secondary data was collected through visiting various web sites, automobile
- 5. Page | 5 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 Auto motives to increase its market share in commercial passenger segment and MPVs. Getting a new customer is difficult, then retaining a current customer is more difficult one and not only that it is estimated that the cost of attracting a new customer is five time the cost of retaining current customer. It requires a great deal of effort to induce satisfied customer to switch away from their current preference. Thus, customer satisfaction is been given top priority in today’s competitive world. In view of this, a detailed study of customer preferences, levels of satisfaction and their complaints and suggestion was undertaken. The main research that followed is to know “Customer satisfaction towards Mahindra and Mahindra SUV. Due to the limited resources and time constraints, the study was conducted within the area Ranchi. Mahindra and Mahindra Motors have a very good market share in the state of Jharkhand for the SUV segment. The company is offering good services, which is reflected on the satisfaction of the customer. Majority of the customer are satisfied with the design of the vehicle and company is providing better facilities compared with other Global brands.
- 6. Page | 6 TABLE OF CONTENT Sl. No Particulars Page No. Chapter 1 Introduction • Profile of the Organization • Project overview 10-19 20-30 Chapter 2 Research Methodology • Research Objective 32-37 Chapter 3 Data Analysis & Interpretation 39-49 Chapter 5 • Findings • Limitations • Objective of the Study • Questionnaire • Conclusion • Bibliography 51-56
- 7. Page | 7 CHAPTER 1 INTRODUCTION (PROFILE OF THE ORGANIZATION)
- 8. Page | 8 PROFILE OF THE ORGANIZATION Company Profile HISTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed. Later on, after the partition of India, one of the partners - Ghulam Mohammad - returned to Pakistan, where he became Finance Minister. As a result, the company was renamed to Mahindra & Mahindra in 1948. M&M started its operation as a manufacturer of general-purpose utility vehicles. It assembled CKD jeeps in 1949. Over the passing years, the company expanded its business and started manufacturing light commercial vehicles (LCVs) and agricultural tractors . Apart from agricultural tractors and LCVs, Mahindra & Mahindra also showed its dexterity in manufacturing army vehicles. Soon, it started its operations abroad, through its plants set up in China, the United Kingdom and the USA. M&M partnered with companies prominent in the international market, including Renault SA, International Truck and Engine Corporation, USA, in order to mark its global presence. M&M also started exporting its products to several countries across the world. Subsequently, it set up its branches including Mahindra Europe Srl (based in Italy), Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd. At the same time, M&M managed to be the largest manufacturer of tractors in India, by holding leadership in the market of the country, for around 25 years. The company is an old hand in designing, developing, manufacturing and marketing tractors as well as farm implements. It made its entry to the passenger car segment in India, with the manufacture of Logan (mid- size sedan) in April 2007, under the Mahindra Renault collaboration.
- 9. Page | 9 Soon after the considerable success of Logan, M&M started launching a wide range of LCVs and three wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero has gained immense popularity in India. It is one of the most opted vehicles in its. PRODUCT OF MAHINDRA AND MAINDRA MAHINDRA BOLERO Mahindra Bolero is one of the most successful and popular utility vehicle of the Mahindra and Mahindra Group. The car is robust in appearance and it has been elegantly designed, keeping in mind the conditions of the Indian roads.Mahindra Bolero is also among the best fuel-effic ie nt cars of India as the manufacturer has equipped it with a 2500 cc diesel engine with 5 speed transmission. MAHINDRA SCORPIO Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility Vehicle in India in 2002. This SUV has redefined the expectations for the design of SUVs with its sturdy looks and powerful performance, the sophisticated interior design adds to the further glory to the appearance. MAHINDRA INGENIO Mahindra & Mahindra is planning to launch a new multi-purpose vehicle (MPV) to take on the Toyota Innova and the Chevrolet Tavera in both the individual buyer and taxi segments. Mahindra has currently named the project Ingenio. The vehicle is expected to hit the market in 2009. MAHINDRA RENAULT LOGAN Much awaited Mahindra-Renault Logan has been launched in India. This compact sedan is a spacious, practical and affordable vehicle. The outlook of Logan is impressive and the basic
- 10. Page | 10 version is a value for money, however the top-end versions are a bit high on price. The prominent feature of this car is its performance, interiors and economy. MAHINDRA XYLO Mahindra & Mahindra Limited launched their latest Multi Utility Vehicle (MUV) “Xylo” in India on January 13, 2009. The car boasts of having all the luxurious features that are seen in today’s sedans, with the ample space of a utility vehicle. Xylo's muscular stance contributes to its commanding road presence. Fully packed with the latest features, the MUV is sure to impress Indian consumers and provide a stiff competition to the other vehicles within its class. MILSTONE, AWARDS AND ACCOLADES M&M’s 61st year was studded with a number of noteworthy achievements, prestigious prizes and glittering awards. DUAL HONOURS FOR CHAIRMAN MR. KESHUB MAHINDRA Chairman, Mr. Keshub Mahindra was awarded the “Business Visionary Award 2006” instituted by the National Institute of Industrial Engineering (NITIE), Mumbai. Chairman, Mr. Keshub Mahindra was also awarded the prestigious IBS Kolkata Lifetime Achievement Award for his ‘unparalleled contribution to industrial growth and social and economic development of the community’. The Institute of Chartered Financial Analysts of India’s (ICFAI) India Business School (IBS) presented it, Kolkata, at the Strategy Summit 2007, held in Kolkata. SLEW OF HONOURS FOR MR. ANAND MAHINDRA Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number of prestigious awards in 2006-07, including: The prestigious CNBC Asia Business Leader of the Year Award for the Year 2006 as well as the CNBC TV India “Business Leader of the Year Award”.
- 11. Page | 11 The ‘CEO of the Year’ award at the India Brand Summit 2006 co-sponsored by Business Standard and ITM Business School in association with Times Now and DNA newspaper. The LMA Entrepreneur of the Year 2006 award, instituted by the Ludhiana Management Association (LMA). The Most Inspiring Corporate Leader of the Year’ Award by NDTV Profit The NDTV Profit – Car & Bike Award 2007 for Automobile Man of the Year. Mr. Anand Mahindra was also nominated as a Member of the Council of the Executive Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He was featured in the list of 50 Most Influential Indians in Business Week’s edition dated August 13, 2007 HIGHEST CRISIL RATING FOR M&M M&M has received the highest Governance & Value Creation rating, CRISIL GVC Level - I from CRISIL for the ability to create value for all stakeholders, while adopting sound corporate governance practices. DUN & BRADSTREET AMERICAN EXPRESS CORPORATE AWARDS 2006 Mahindra & Mahindra was rated as the leading Indian company in the Automobile - Tractors sector in the ‘Dun & Bradstreet – American Express Corporate Awards 2006’. The Automobile Sector comprises of three categories – Passenger Vehicles, Commercial Vehicles and Tractors. These awards recognize the virtues of size and growth in the awards methodology. M&M ranked No. 1 in these two segments in the premier Dun & Bradstreet India publication, India’s Top 500 Companies 2006. MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD Mahindra & Mahindra was honored with the Amity HR Excellence Award at the Fourth Amity Global HR Summit 2007 held at the Amity International Business School, Noida. The Amity HR Excellence Award recognized Mahindra as one the most admired companies across the global on account of its innovative strategies for Human Resources Management and Development.
- 12. Page | 12 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 Chamber’s 172nd Foundation Day on September 21, 2007. Mr. Bharat Doshi, Executive Director, M&M Ltd. and Mr. Rajeev Dubey, Member of the Group Management Board and Chairman, Mahindra & Mahindra CSR Council, received the award on behalf of the company. This Award recognizes and honors conspicuous achievement by corporate organizations by way of service to the civic community, in addition to outstanding operational performance. It takes into account several parameters, including Business Performance, Corporate Interests, Employee Welfare, Customer and Stakeholder Satisfaction and Social Investment. GOLDEN PEACOCK AWARD FOR EXCELLENCE IN CORPORATE GOVERNANCE Mahindra & Mahindra won the coveted Golden Peacock Award for Excellence in Corporate Governance 2006. This award validates the company’s ‘Best-in-Class’ corporate governance practices and reflects its transparent and ethical dealings with stakeholders across the entire value chain. It recognizes the Management’s commitment to the highest standards of corporate conduct and its commitment to Corporate Social Responsibility as a distinct activity that helps build commendable social values and adds to the ethical fiber of the organization. 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,
- 13. Page | 13 Logistics & Supply Chain Awards held in Mumbai on September 28, 2007. A. C. Neilson is accredited with the research for the award nominees and winners. HIGH RANKINGS FOR MAHINDRA M&M was ranked second in the prestigious e Most Trusted Car Company in India study conducted by TNS. M&M scored 127 points, just seven points below the top ranking company, according to a TNS communiqué. M&M was ranked 14th in The Economic Times prestigious ‘ET 500’ list of top achieving companies in India. The company has moved up four ranks from last year. To quote from the ‘ET 500’ write-up: “M&M’s ‘art-to-part’ strategy of diversifica tio n into the auto parts value chain and its plans for new platforms for utility vehicles and joint venture with Renault for Logan have led to a gain in ranks.” M&M was ranked 22nd in Business India’s annual survey of the country’s top companies - Super 100
- 14. Page | 14 Major Players in Indian Automotive Industry.
- 15. Page | 15 PRODUCT PROFILE MAHINDRA“SCORPIO” MAHINDRA “BOLERO” MAHINDRA “XYLO” MAHINDRA RENAULT “LOGAN” MAHINDRA “MARSHAL”
- 16. Page | 16 DEALER PROFILE Our Distinction: This is one of the largest authorized dealers for Mahindra & Mahindra Automotives. Record sales in the first year of operation. Partners in Progress: We are the preferred partners of M&M automotives, chiefly due to our successful sales record and quality. Our facilities have remained unsurpassed, as we strive every day to better our self. Commanding Presence: NexGen Automobiles as an air-conditioned showroom of M&M automotives its kind in RANCHI, spread gracefully and decorated elegantly, Being equipped with affable front office staff and adept professional technicians, Provide a perfect of quality Service and Reliability. Space Friendly: The interiors are aimed at making you feel completely at ease, In luxury. Because for us the customer is king, one who deserves a regal offering. The setting is apt for times when you need to switch into a relaxed state of mind. Technology to Stay Ahead: We are equipped with the latest technological advancement in the industry, in order to give the best of services when it matters. Not just to be part of, But to build the future, is our motto. Ambience the Exude Relaxation: Ours is one of the few service centers to be equipped with a fully-fledged customer-waiting lounge. A part from a television and pool table, it had a wed kiosk to keep u connected all the time. Service with Commitment: Our dedicated team of mechanical specialty offers expert treatment for your vehicle. We ensure consistency in performance each time, without fail.
- 17. Page | 17 Attention to Details: We provide genius spare parts and accessories to ensure exceptional performance. Every single aspect related to your vehicle is taken care of at our premises. Dealing Made Convenient: It is a part of our commitment policy to give advantage to the customer at every juncture. We offer assistance of every kind at our premises itself, which makes it a one stop facility. Expert Guidance at Every Step: Our sales team gives utmost priority to your satisfaction. When you need help to make the right choice, it is ensured that the result is beyond your expectations. Thus making it a point that you get the best in both luxury and comfort always. Models: Mahindra & Mahindra has been launching various type of MUVs and cars from the year of 1945, keeping in mind the quality, design, driving, comfort, fuel efficiency, and service and resale value. These from a formidable force that gives our customers the pride and the joy of value forever. What drives M&M is • Commitment • Leadership • Any an eye for appropriate technology. Since 1945, when M&M first began manufacturing MUVs & LCVs, M&M have been engaged in a single- minded endeavor to bring you cars that only state-of-the-art, but are also some of the most environment- friendly vehicles in this world-a reflection of our commitment and care, for better environment. At the heart of every M&M is a unique engineering and an optimal mix of power and economy. All this is supported by M&M nation – wide dealership network and automated workshop that provide excellent after sale service The company has constantly exploring new opportunity to define the shape to tomorrow’s driving technology.
- 18. Page | 18 Promotional Activities: The promotional activities adopted by MAHINDRA NEXGEN RANCHI are: • Test Driving • Free Driving • Hoarding • Discounts • Advertisement in Newspaper and magazines • Gift Schemes • Free Services • Mileage Contents Promotional expenses have been borne by both NEXGEN Motors and M&M, shares in advertisement cost. Service Offered: Six Service and paid service after sale of Cars. Free checkups campaigns Finance through bank Demonstration for new products Acceptance of warranty claims Working Time in NEXGEN AUTOMOBILES: Working hours in NEXGEN AUTOMOBILES are 12 hours per day starting from 9:30 am to 9:30pm with one-hour break for lunch and 15 minutes for evening tea and coffee.
- 19. Page | 19 Product available at NexGen Automobiles: MAHINDRA “XYLO” XYLO VARIANTS EX-SHOWROOM PRICE E2 (BASE VERSION) 6,56,824 E4 (LOWER VERSION) 7,04,283 E6 (SPORTZ VERSION) 7,74, 973 E8 ( TOP VERSION ) 8,10,312 MAHINDRA “SCORPIO” SCORPIO VARIANTS EX- SHOWROOM PRICE SCORPIO M2DI 6,92,873 SCORPIO Lx mHawk 7,37,737 SCORPIO Sle mHawk 8,37,705 SCORPIO Vlx mHawk 9,38,638 SCORPIO Vle mHawk 10,18,427
- 20. Page | 20 MAHINDRA “BOLERO” BOLERO VARIANTS EX-SHOWROOM PRICE BOLERO DI 4,93738 (WHITE), 5,05,738 (SILVER) BOLERO SLE 5,60,519 BOLERO SLX 6,12,820 BOLERO PICKUP 4,56,983 MAHINDRA RENAULT “LOGAN” LOGAN VARIANTS EX-SHOWROOM PRICE LOGAN GLE 1.4 4,84,471 LOGAN GLX 1.4 5,09,696 LOGAN GLX 1.6 5,47,169 LOGAN GLS 1.6 5,75,727 LOGAN GLSX 1.6 5,95,292
- 21. Page | 21 LOGAN DLE 1.5 5,97,605 LOGAN DLX 1.5 6,40,791 LOGAN DLS 1.5 6,86,631 LOGAN DLSX 1.5 7,06,195 LOGAN GLX 1.4 EDGE 5,41,752 LOGAN GLSX 1.6 EDGE 6,27,378 LOGAN DLX 1.5 EDGE 6,72,850 LOGAN DLS 1.5 EDGE 7,20,204 LOGAN DLSX 1.5 EDGE 7,39,787 SWOT ANALYSIS Strength: (a) Trust people are having in the brand name Mahindra motors. (b) Strong relationship with dealers (c) Number of authorize service station is in good number than that of competitors (d) Product is based on M-HAEK and EAGLE engine which are successfully running on roads. (e) Most of the market is credit driven so easy finance provided by Mahindra motors (Mahindra finance) itself and others is an edge over competitors. (f) Stylish when compared to Tata product. (g) More spacious than Tata product. (h) Safer than Tata product. (i) The size of fuel cylinder is large. Therefore not to go number of times to a petrol pump for filing.
- 22. Page | 22 Weaknesses: (a) Dealers are selling vehicles at different prices in a single city. Changing of original parts by a dealers. (b) Type of MRF is not having a very good claim processing system. Claim processing is carried out only twice a week. (c) Average is less than that of Toyota product. (d) Maintenance cost is high. (e) Vehicle is out of the reach middle class because initial of Mahindra sports utility vehicles is above 4 lakhs. (f) Rising cost of raw materials resulting in law margins. Therefore discounts can’t be offered Opportunities: (a) Improving road infrastructure. (b) Standard of living of country people are improving day by day because of increasing per capita income so there is a chance of spreading the business in every nook corner of the city. (c) Lenient norms for generation of permits. Threats: (a) Demand contraction due to market constrained. (b) Strong presence of Tata, Toyota and Maruti.
- 24. Page | 24 PROJECT OVERVIEW CHATER-1 => INTRODUCTION ABOUT CONSUMER SATISFACTION :- #MEANING – *It is of how products and services supplied by a company meet or surpass the customer’s expectations. *Customer expectation is the need, want, and preconceived idea of a customer about a product or a service. *If customer expectation are met then the customer satisfied. #WHO ARE CUSTOMERS? – *Internal customer :- Internal customers are people, department, units and groups within an organization served by what we do. *External customer :- External customers are end users of the organizations product or service depositors, borrowers, investors etc. #WHY CUSTOMER SATISFACTION? – *Customer is the boss of the market. *Customer dictates market trends and direction. *The organization is dependent on the customers and no other way round. *Customer Satisfaction means loyalty with the organization. *The satisfied customers will help in bringing the new customers by the “Word of Mouth”.
- 25. Page | 25 #FACTORS AFFACTING CUSTOMER SATISFACTION – *Price *Quality *Service *Brand Name *Reputation *Features #LEVEL OF CUSTOMER SATISFACTION – *Basic Need (Dissatisfiers): - 1) A service that the customer takes for granted. He expects it to be present in the product. 2) Absence of this need will lead to dissatisfaction for the customers but the presence of it will not lead to any satisfaction as such. *Performance Needs (Satisfiers): - 1) It is a need or want of the customer which he specially asks for. 2)Better the performance more will be the satisfaction of the customers. 3) These factors become the benchmark in the competitive market.
- 26. Page | 26 *Excitement Needs (Delighters): - 1) A delighter is an unspoken of a customer. 2) It leads to very high level of satisfaction or customer delight. 3) Absence of delighters does not result in customer dissatisfaction while its presence will enhance customer satisfaction. #CUSTOMER SATISFACTION PROCESS – STEP-1) Understanding Customer expectation. STEP-2) Promise to Customers. STEP-3) Execution STEP-4) Ongoing dialog with a Customers. STEP-5) Customer Satisfaction survey.
- 27. Page | 27 #HOW TO ENSURE CUSTOMER SATISFACTION – Survey Customer Feedback Comparison with alternatives Ex-employee feedback Internet / Blogs Toll free numbers # IMPORTANT SIX REASONS WHY CUSTOMER SATISFACTION IS SO IMPORTANT :- It’s a leading indicators of consumer repurchase intentions and loyalty. It’s a point of differentiation. It reduce Customer churn. It increase Customer lifetime value. It reduce negative word of mouth. It’s cheaper to retain Customers than acquire new one.
- 28. Page | 28 #WAYS TO IMPROVE CUSTOMER SATISFACTION :- 1) Develop Customer service communities. 2) Treat Customer like you would want to be treated. 3) Provide multichannel support. 4) Make employee satisfaction a priority. 5) Turn Customer survey data into action. 6) Benchmark Customer Satisfaction. 7) Provide additional benefit. 8) Study Complaints & Compliments. 9) Respond on Social Media & on Call to the Customer equally. 10) Ask for more feedback.
- 29. Page | 29 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 product – line it become difficult for the companies to retain the customers for longer time. So retain the customer for longer time the marketer has to do only one things i.e. customer satisfaction .If customer is fully satisfied by the product it not only rub the organization successfully but also fetch many benefits for the company . They are less process sensitive and they remain customer for a longer period. They buy addition products overtimes as the company introduce related produce related products or improved, so customer satisfactions is gaining a lot of importance in the present day. Every company is conducting survey on customer satisfaction level on their products. To make the products up to the satisfaction level of customers. This project is also done to know the customers satisfaction on the Mahindra and Mahindra Automobiles. The impact of automobile industry on the rest of the economy has been so pervasive and momentous that is characterized as second industrial. It played a vital role in helping the nation to produce higher value good and services and in the enhancing their skills and impose tremendous demand for automobile, lot of car manufacturers company facing cut throat competition in the fields of technology and price. Customer Satisfaction Strategies, Followed By : Mahindra & Mahindra The different strategies followed by M&M consists of Customer relationship management, strategy to providing better facility to the owner, and strategy to provide better after sales service to customer. Customer Relationship Management (CRM) CRM as a tool was used to create positive word-of-mouth, to monitor customer experiences and generate referrals. A series of CRM activities were implemented with regular direct communication, events and customer satisfaction surveys, Events, Festive offers, Rewards Program, etc.
- 30. Page | 30 INTRODUCTION OF AUTOMOBILE INDUSTRY The automobile industry has changed the way people live and work. The earliest of modern cars was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As the century turned, three cars were imported in Mumbai (India). Within decade there were total of 1025 cars in the city. The dawn of automobile actually goes back to 4000 years when the first wheel was used for transportation in India. In the beginning of 15th century, Portuguese arrived in China and the interaction of the two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By 1600s small steam-powered engine models was developed, but it took another century before a full-sized engine-powered vehicle was created. Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It was the first internal-combustion motor car of America, and it was followed by Henry Ford’s first experimental car that same year. One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an aluminum body. Chauffeurs usually drove it and emphasis was on comfort and style rather than speed. During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body. The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that suited more to the needs of families. In 1930s, vehicles were less boxy and more streamlined than their predecessor was. The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires. The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It was built on compact and stylized lines, and was capable of 230 kmph (144 mph).
- 31. Page | 31 This was the Indian automobile history, and today modern cars are generally light, aerodynamically shaped, and compact. Facts & Figures The automobile industry in India is on an investment overdrive. Be it passenger car or two- wheeler manufacturers, commercial vehicle makers or three-wheeler companies - everyone appears to be in a scramble to hike production capacities. The country is expected to witness over Rs 30,000 crore of investment by 2010. Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be launching a mini and may be a compact car. Most of the companies have made their intentions clear. Maruti Udyog has set up the second car plant with a manufacturing capacity of 2.5 lakh units per annum for an investment of Rs 6,500 Crore ( Rs 3,200 Crore for diesel engines and Rs 2,718 Crore for the car plant itself). Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3 years. Hyundai will bring in more than Rs 3,800 Crore to India. Tata Motors will be investing Rs 2,000 Crore in its small car project. General Motors will be investing Rs 100 Crore, Ford about Rs 350 Crore and Toyota announced modest expansion plans even as Honda Siel has earmarked Rs 3,000 Crore over the next decade for India - a sizeable chunk of this should come by 2010 since the company is also looking to enter the lucrative small car segment. Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have each announced well over Rs 1,000 Crore of investment. Mahindra & Mahindra's joint venture with International Trucks is expected to see an infusion of at least Rs 500 Crore. Industry performance in 2008-09. The Indian automotive market managed to stand up to the vagaries of the economic meltdown to show slightly growth during fiscal 2008-09. Overall vehicle sales at 97.23 lakh grew 0.71 per cent from 96.54 lakh units in 2007-08. When major automotive markets reported a 30-40 per cent decline, only a handful of countries managed to show growth. A few months ago, India was looking at negative growth but has turned around. It is actually better than expected. Passenger vehicle sales at 15.51 lakh registered flat growth while commercial vehicle sales showed a 21 per cent drop.
- 32. Page | 32 SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per cent growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent growth for passenger vehicles. The three-wheeler segment may grow 5-8 per cent growth while two wheelers may show 3-5 per cent growth. The passenger vehicle market has weathered the downturn largely due to market leader Maruti Suzuki which holds 48 per cent of the market. The compact car giant clocked 7.22 lakh units for 2008-09. Closest rival Hyundai Motor India sold 2.44 lakh cars, a growth of 13 per cent. Tata Motors’ sales grew 1.3 per cent at 2.30 lakh units while Mahindra & Mahindra posted 2.5 per cent growth at 1.06 lakh units. Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motor’s numbers fell 15 per cent to 46,892 units while Ford India’s sales were down 17 per cent to 27,976 units. Honda Siel Cars India also saw a 17 per cent drop at 52,420 units while General Motors India was down 8 per cent to 61,526 units. Among commercial vehicle makers, all major players saw substantial fall in volumes. Market leader Tata Motors with a 60 per cent plus share, showed 22 per cent drop in numbers at 2.34 lakh units while Ashok Leyland showed 37 per cent drop at 47,632. Eicher’s sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per cent at 7,819 units. “The freight movement is unlikely to improve this fiscal which will impact truck sales. Two-wheeler sales grew 2.6 per cent to 74.38 lakh units. “Hero Honda has made up for the erosion of sales volume for other two-wheeler makers including Bajaj Auto and TVS Motor Company,” said Mr. Matta. Hero Honda clocked 36.40 lakh units, a growth of 12.5 per cent. Bajaj Auto’s volumes dropped 23 per cent to 12.86 lakh units while TVS saw a margina l decline at 11.36 lakh units. Honda Motorcycle and Scooter India’s sales surged 16 per cent to 10.15 lakh units.
- 33. Page | 33 CHAPTER 2 RESEARCH METHODOLOGY
- 34. Page | 34 A research process consists of stages or steps that guide the project from its conception through the final analysis, recommendations and ultimate actions. The research process provides a systematic, planned approach to the research project and ensures that all aspects of the research project are consistent with each other. Research studies evolve through a series of steps, each representing the answer to a key question. INTRODUCTION This chapter aims to understand the research methodology establishing a framework of evaluation and revaluation of primary and secondary research. The techniques and concepts used during primary research in order to arrive at findings; which are also dealt with and lead to a logical deduction towards the analysis and results. Purpose of the study The purpose is to check out the consumer satisfaction towards Mahindra & Mahindra and its services and what are the consumer’s requirements and why a problem costumer faces and if they are satisfied. Research methodology of the study Research methodology is done to solve the research problems involving a study of various steps that are adopted by the researcher in studying his problem. Throughout the entire project the emphasis was to check the Satisfaction level of the customers towards Mahindra & Mahindra and their views and perception about the same. Finally the project was concluded by taking the feedback from the customers. RESEARCH DESIGN First an intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which feel’s remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research.
- 35. Page | 35 RESEARCH PROCESS The research process has four distinct yet interrelated steps for research analysis. It has a logical and hierarchical ordering: ▪ Determination of information research problem. ▪ Development of appropriate research design. ▪ Execution of research design. ▪ Communication of results. ▪ Each step is viewed as a separate process that includes a combination of task, step and specific procedure. ▪ The steps undertake are logical, objective, systematic, reliable, valid, impersonal and ongoing. DATA COLLECTION METHOD:- EXPLORATORY RESEARCH The method used for exploratory research was • Primary Data • Secondary data • Primary Data • New data gathered to help solve the problem at hand. As compared to secondary data which is previously gathered data. An example is information gathered by a questionnaire. Qualitative or quantitative data that are newly collected in the course of research, Consists of original information that comes from people and includes information gathered from surveys, focus groups, independent observations and test results. Data gathered by the researcher in the act of conducting research. This is contrasted to secondary data, which entails the use of data gathered by someone other than the researcher information that is obtained directly from first- hand sources by means of surveys, observation or experimentation. Primary data is basically collected by getting questionnaire filled by the respondents.
- 36. Page | 36 • Secondary Data • Information that already exists somewhere, having been collected for another purpose. Sources include census reports, trade publications, and subscriptio n services. There are two types of secondary data: internal and external secondary data. Information compiled inside or outside the organization for some purpose other than the current investigation Researching information, which has already been published? Market information compiled for purposes other than the current research effort; it can be internal data, such as existing sales-tracking information, or it can be research conducted by someone else, such as a market research company or the U.S. government. Secondary source of data used consists of books and websites DESCRIPTIVE RESEARCH STEPS in the descriptive research: Statement of the problem * Identification of information needed to solve the problem * Selection or development of instruments for gathering the information * Identification of target population and determination of sampling Plan. * Design of procedure for information collection * Collection & Analysis of information * Generalizations and/or predictions
- 37. Page | 37 DATA COLLECTION Data collection took place with the help of filling of questionnaires. The questionnaire method has come to the more widely used and economical means of data collection. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions, written or oral. I found it essential to make sure the questionnaire was easy to read and understand to all spectrums of people in the sample. It was also important as researcher to respect the samples time and energy hence the questionnaire was designed in such a way, that its administration would not exceed 4-5 mins. These questionnaires were personally administered. The firsthand information was collected by making the people fill the questionnaires. The primary data collected by directly interacting with the people. The respondents were contacted at the showrooms of the consumer durable products etc. The data was collected by interacting with 150 respondents who filled the questionnaires and gave me the required necessary information. The respondents consisted of housewives, students, businessmen, professionals etc. the required information was collected by directly interacting with these respondents. Determination of Sample plan and size ▪ Target Population It is a description of the characteristics of that group of people from whom a course is intended. It attempts to describe them as they are rather than as the describer would like them to be. Also called the audience the audience to be served by our project includes key demographic information (i.e.; age, sex etc.). The specific population intended as beneficiaries of a program. This will be either all or a subset of potential users. Topic areas: Governance, Accountability and Evaluation, Operations Management and Leadership. A population to be reached through some action or intervention; may refer to groups with specific demographic or geographic characteristics. The group of people you are trying to reach with a particular strategy or activity. The target population is the population want to make conclude an ideal situation; the sampling frames to matches the target population. A specific resource set that is the object or target of investigation. The audience defined in age, background, ability, and preferences, among other things, for which a given course of instruction is intended.
- 38. Page | 38 Simple random Sampling has been selected. ▪ Sample Size The size is of 150 people in the age group above 21 years for the purpose of the research. The target population influences the sample size. The target population represents the Delhi regions. . The people were from different professional backgrounds. • The details of our sample are explained in chapter named primary research where the divisions are explained in demographics section. Drafting of a questionnaire A questionnaire consisting of 8 questions was prepared which consisted of questions like the working of various welfare committees of the organization and the development systems, canteen and rest room facilities etc. So, keeping in view all the aspects of research and it consisted of following types of questions- Close ended Questions- A closed-ended question is a question format that limits respondents with a list of answer choices from which they must choose to answer the question. Commonly these type of questions are in the form of multiple choices, either with one answer or with check-all-that-apply, but also can be in scale format, where respondent should decide to rate the situation in along the scale continuum, similar to Likert questions Types of closed ended questions used- Dichotomous Questions- Fixed-alternative question that can only be answered in one of the two indicated ways, such as 'A' or 'B', True or False, Yes or No. Multiple Choice Questions- Multiple choice is a form of assessment in which respondents are asked to select the best possible answer (or answers) out of the choices from a list. The multiple choice format is most frequently used in educational testing, in market research, and in elections, when a person chooses between multiple
- 39. Page | 39 candidates, parties, or policies. Multiple choice testing is particularly popular in the United States. If guessing an answer, there's usually a 25 % chance of getting it correct on a 4 answer choice question. LIMITATIONS IN THE STUDY • Interviewer error There is interviewer bias in the questionnaire method. Open-ended questions can be biased by the interviewer’s views or probing, as interviewers are guiding the respondent while the questionnaire is being filled out. The attitudes the interviewer revels to the respondent during the interview can greatly affect their level of interest and willingness to answer openly. As interviewers, probing and clarifications maximize respondent understanding and yield complete answers, these advantages are offset by the problems of prestige seeking, social desirability and courtesy biases. • Questionnaire error The questionnaire designing has to careful so that only required data is concisely reveled and there is no redundant data generated. The questions have to be worded carefully so that the questions are not loaded and does not lead to a bias in the respondents mind • Respondent error The respondents selected to be interviewed were not always available and willing to co-operate also in most cases the respondents were found to not have the knowledge, opinion, attitudes or facts required additionally uninformed response errors and response styles also led to survey error. • Sampling error We have taken the sample size of 150, which cannot determine the buying behavior of the total population. The sample has been drawn from only National Capital Region.
- 40. Page | 40 CHAPTER 4 DATA ANALYSIS & INTERPRETATION
- 41. Page | 41 1) Do you own a Mahindra & Mahindra vehicle? Yes No 78% 22% Table No. 1 Graph: 1 Owned a Mahindra & Mahindra Vehicle 22% 78% Yes no Interpretation 1: The sample drawn on probability basis shows that 78% of the customers owned a Mahindra & Mahindra whereas only 22% didn’t owned. Observation: Most of the respondents approached owned a Mahindra & Mahindra Vehicle.
- 42. Page | 42 2) Factors affecting customer satisfaction towards Mahindra & Mahindra Factor No. of Respondent Percentage Features 18 12% Low Maintenance 51 34% Comfort 27 18% Style 24 16% After Sales Service 30 20% Table No: 2 Graph: 2 No. of Respondent Features Low Maintenance 30 18 Comfort 24 51 Style 27 After Sales Service Interpretation 2: The sample drawn on the probability basis clearly shows that 34% are the opinion that low maintenance is the satisfaction factor of Mahindra and 20 % of them who view After Sales Service as a vital factor for customer satisfaction. Followed by Comfort which corresponds to 18 %, Style with 16% and only 12% of them view that feature of Bolero as satisfaction factor. Observation: Majority of the respondent are of the idea that low maintenance of the top most feature contributing to customer satisfaction followed by after sales services comfort style and features. As such, Mahindra should focus on the aspects, which will enhance the customer satisfaction and thus the market share.
- 43. Page | 43 3) Customer opinions towards fuel consumption. Factor Percentage Extremely Satisfied 27% Satisfied 49% Neutral 17% Dissatisfied 7% Total 100% Table No: 3 Graph: 3 Percentage 7% 17% 27% 49% Extremely Satisfied Satisfied Neutral Dissatisfied Interpretation 3: 100% of the respondents 49% of the respondents approached were satisfied with the fuel consumption. Followed by 27% was extremely satisfied, 17% are neutral and rest of the 7% is more dissatisfied with fuel consumption of Mahindra. Observation: As majority of the respondents are satisfied with the fuel consumption of Mahindra, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor.
- 44. Page | 44 4) Customer opinions toward Safety and Comfort. Factor Percentage Extremely Satisfied 23% Satisfied 47% Neither Satisfied & Dissatisfied 20% Dissatisfied 10% Total 100% Table No: 4 Graph: 4 Opinion 10% 23% 20% 47% Extremely Satisfied Satisfied Neither Satisfied & Dissatisfied Dissatisfied Interpretation 4: 100% of the respondents 47% of the respondents approached were satisfied with the safety and comfort feature of the Mahindra products. Followed by 27% was extremely satisfied, 17% are neutral and rest of the 7% was dissatisfied with safety and comfort feature of Mahindra. Observation: As majority of the respondents are satisfied with the safety and comfort feature of Mahindra, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor.
- 45. Page | 45 5) Customer opinions toward Design. Factor Percentage Extremely Satisfied 20% Satisfied 40% Neutral 27% Dissatisfied 13% Total 100% Table No: 5 Graph: 5 Opinion 13% 20% 27% 40% Extremely Satisfied Satisfied Neutral Dissatisfied Interpretation 5: 100% of respondents 40% of the respondents approached were satisfied with the Design of Mahindra. 20% were more satisfied, 27% of them neutral and 13% are dissatisfied with the design of the Mahindra & Mahindra. Observation: As majority of the respondents are satisfied with the design of Mahindra, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor.
- 46. Page | 46 6) Customer satisfactions toward Maintenance of Mahindra & Mahindra Factor Percentage Extremely Satisfied 23% Satisfied 51% Neutral 21% Dissatisfied 5% Total 100% Table No: 6 Graph: 6 Satisfaction Level 5% 23% 21% 51% Extremely Satisfied Satisfied Neutral Dissatisfied Interpretation 6: The sample drawn on the probability basis shows that out of 100% of respondents 51% of the respondents approached were satisfied with the maintenance of the Bolero. 23% were extremely satisfied, 21% of neutral and 5% are dissatisfied with the maintenance. Observation: Though majority of the customer are satisfied that the maintenance cost of Mahindra is less, around 20% are not satisfied which may be because of comparison of Bolero with the newly launched competing brands coming with even lower maintenance cost.
- 47. Page | 47 7) Customer awareness about power steering. Option No. Of Respondent No. Of Respondents (%) Aware 120 80% Unaware 30 20% Total 150 100% Table No: 7 Graph: 7 % Of Respondents 20% 80% Aware Unaware Interpretation 7: Out of 100% of respondents, 80% of the respondents approached were aware of the power steering present in some variant of Mahindra and 20% were not aware of the power steering present in some variant of Mahindra products. Observation: Most of the respondents approached were aware of power steering system introduced in some variants of Mahindra.
- 48. Page | 48 8) Customer perceptions about Mahindra & Mahindra Very Good Good Average Bad Very Bad 20% 47% 21% 12% 0 Table No: 8 Graph: 8 Opinion 12% 0 21% 20% 47% Very Good Good Average Bad Vary bad Interpretation 8: The sample drawn on the probability basis shows that out of 100% of respondents 47% of the respondents gave Good response. 20% gave Very Good response, 21% gave Average response and 12% gave bad response but none in the negative. Observation: As 67% of the respondents are satisfied that they are happy with Mahindra & Mahindra, it satisfies that the customer satisfaction levels are very high. If the company were to identify the pitfalls in their product and undertake remedial measure, thus it will lead to more good word of mouth publicity.
- 49. Page | 49 9) More Features required in the products Option No. Of Respondent No. Of Respondents (%) Yes 120 80% No 30 20% Total 150 100% Table No: 9 Graph: 9 % Of Respondents 20% 80% Aware Unaware Interpretation 7: Out of 100% of respondents, 80% of the respondents approached wanted more features in its products and 20% were not aware / didn’t wanted more features. Observation: Most of the respondents approached wanted more features in the company products.
- 50. Page | 50 CHAPTER 5 FINDINGS, LIMITATIONS, SUGESSTIONS, OBJECTIVE, QUESTIONNAIRE, CONCLUSION, BIBLIOGRAPHY.
- 51. Page | 51 FINDINGS Based on the data gathered by administrating schedules to customers the following observations are made. • Mahindra & Mahindra has excellent percentage of customer satisfaction. • Most of the people are satisfied with its low maintenance cost and after sales service provided by Mahindra & Mahindra. • Based on the fuel consumption, most of the people are satisfied with it. • Based on Safety and Comfort, Design, Space, Maintenance most of the people are satisfied with it. • Large numbers of users are aware of its many Features like power steering. • If we took the satisfaction level of people toward the company, it comes in the preferred companies. • Its features and style satisfy most of the people.
- 52. Page | 52 RECOMMENDATION • Mahindra Company has to implement good customer relationship management strategy that enhances customer satisfaction level. • The company can for the undertake R&D to improve the existing feature which field help increase in the customer satisfaction. • The company should promote about the entire feature offered by it. • As majority of the customer give opinion that they are satisfied is the factor, services and design of the product of the company should take not only maintain the existing standard but also enhance them. • As majority of the respondents are satisfied with the safety and comfort feature of Mahindra, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor. • Majority of the respondents are satisfied with the safety and comfort feature of Mahindra, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor. • As such, Mahindra should focus on the aspects, which will enhance the customer satisfaction and thus the market share.
- 53. Page | 53 LIMITATION & SURVEY Though best effort have been made to make the study fair transparent and error free yet there might be some inevitable and limitations. Although outright measures area undertaken to make the report most accurate some inadvertent errors might have crept in and suggestions to improve or eliminate the same are most welcome. $ The limitations of the survey are narrated below: • The project is valid for the predefined area of work i.e. Ranchi. • There may be some biased response from the respondents. • Some respondents did not provide the full data. • Due to different RTO norms of State’s in India response of people might differ from those of other cities and state if any.
- 54. Page | 54 SUGGESTION Based on the data gathered by administrating schedules to customers the following e made. • Consumers are satisfied with its low maintenance cost and after sales service provided by company so they should follow it in other parts of country as well. • Company should focus on R&D to improve the existing feature which field help increase in the customer satisfaction and attract potential consumers. • Consumers are to be satisfied on Safety and Comfort, Design, Space, Maintenance as for today most of the people are affected by it. • Company comes in the preferred companies as features and style satisfy most of the people needs so company is on the right path.
- 55. Page | 55 OBJECTIVES OF STUDY The study has been under taken to analyze the customer satisfaction towards all variant of Mahindra Motors in Ranchi with a special reference to the M&M motors, the other objectives are: * To gather information about customer satisfaction toward Mahindra and Mahindra Motors in the geographic region of Ranchi. * To know the customer perception about features, low maintenance cost and looks of Mahindra and Mahindra Motors. * To know the customer satisfaction about the safety and comfortable Vehicles of Mahindra and Mahindra. * To provide suggestions, in improving the customer satisfaction and the company sales and profitability * To know the customer satisfaction towards the after sales service offers by M&M. #Purpose of the study The purpose is to check out the consumer satisfaction towards Mahindra & Mahindra and its services and what are the consumer’s requirements and why a problem costumer faces and if they are satisfied.
- 56. Page | 56 QUESTIONNAIRE # Customer profile a) Name b) Occupation c) Age d) Income e) Address:- 1. Do you own a Mahindra & Mahindra vehicle? Yes No 2. Factors affecting customer satisfaction towards Mahindra & Mahindra Features Low Maintenance Comfort Style After sale service 3. Customer opinions towards fuel consumption. Extremely satisfied Satisfied Neutral Dissatisfied 4. Customer opinions toward Safety and Comfort. Extremely satisfied Satisfied Neutral Dissatisfied 5. Customer opinions toward Design. Extremely satisfied Satisfied Neutral Dissatisfied
- 57. Page | 57 6. Customer Satisfaction towards Mahindra & Mahindra : Extremely satisfied Satisfied Neutral Dissatisfied 7. Customer awareness about power steering. Aware Unaware 8. Customer perceptions about Mahindra & Mahindra Very good Good Average Bad Very bad 9. More Features required in the products Yes No
- 58. Page | 58 CONCLUSIONS • Mahindra and Mahindra Motors has a very good market share in the state of Jharkhand for the SUV segment. • The company is offering good services, which is reflected on the satisfaction of the customer. • Majority of the customer are satisfied with the design of the vehicle. • Mahindra & Mahindra motors are providing better facilities when compared with other brands. • As 67% of the respondents are satisfied that they are happy, it satisfies that the customer satisfaction levels are very high. If the company were to identify the pitfalls in their product and undertake remedial measure, thus it will lead to more good word of mouth publicity. • Though majority of the customer are satisfied that the maintenance cost of Mahindra Vehicles is less, around 20% are not satisfied which may be because of comparison with the newly launched competing brands coming with even lower maintenance cost. • As 80% of the respondents are happy with the space availability of the Mahindra vehicle, it can be conducted that the company has undertaken proper R&D in this aspect. • The 20% of the respondents who have answered negatively may be comparing with the vehicle in the same category launched very recently. • The company can for the undertake R&D to improve the existing feature which field help increase in the customer satisfaction.
- 59. Page | 59 BIBLIOGRAPHY Books: • Philip Kotler, Kevin Keller (2009), Marketing Management (Thirteenth Edition) • Marketing Management, The McGraw. Hill Company Rajan Saxena (Third Edition) • Berman, Berry and Joel r Evans (Oct- 1997) Retail Management: A strategic approach 8th edition Englewood Cliffs NJ Printcehall. • Country analysis 1997 “A framework to identify and evaluate the “ National Business Environment ” MAGAZINES: • OUTLOOK BUSINESS (FEB, 2014) • BUSINESS STANDARD (April-July 2013) • 4P’S OF BUSINESS AND MARKETING (June 2009) • BUSINESS TODAY - Pick and Choose • BUSINESS TODAY – Mahindra & Mahindra to bring new model of Scorpio. INTERNET: • www.Business world.com • www.Autowold.com • www.Top gear.com • Mahindra and Mahindra Official website • www.Gaddi.com