Project Mmm

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A

PROJECT REPORT

ON

A STUDY ON CONSUMER SATISFACTION LEVEL REGARDINGAFTER SALES SERVICES OF MAHINDRA & MAHINDRA

In partial fulfillment of

MASTER IN MARKETING MANAGEMENT (MMM)

2010-2012

SUBITTED TO

UNIVERSITY OF PUNE

SUBMITTED BY

MUKESH KUMAWAT

MATRIX BUSINESS SCHOOL

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DECLARATION

I, MUKESH KUMAWAT Roll No. 07 a student of Master in Marketing

Management (MMM)ofMatrix Business School, Puneunder University of Punein the

session year (2010-12) of undersigned hereby declare that the Project Report entitled

A STUDY ON CONSUMER SATISFACTION LEVEL REGARDING AFTER

SALES SERVICES OF MAHINDRA & MAHINDRA written and submitted by me

to the Matrix Business School Pune, in partial fulfillment of the requirements for the

awards of Master in Marketing Management (MMM) under guidance of Pro. Meenal

Pendse this is my original work and the conclusions drawn there in are based on the

material collected by me .

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Place:

Date: Mukesh Kumawat

CERTIFICATE

This is to certify that the project titled A STUDY ON CONSUMER SATISFACTION

LEVEL REGARDING AFTER SALES SERVICES OF MAHINDRA &

MAHINDRA

is a bonafide work carried out by Mr. Mukesh Kumawat , a student ofMaster in Marketing Management (MMM) course at Matrix Business School, Pune

underUniversity of Punein thesession year (2010-12) for fulfillment of MMM course

of Matrix Business School Pune .

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He has worked under our guidance and direction. His work is found satisfactory and

complete in all respects.

Director: Project Guide :

Dr. J. N. POL Prof. Madhuri Shete

Date:

Place: Pune

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ACKNOWLEDGMENT

I take this opportunity as privilege to articulate my deep sense of gratefulness to the

Director of our institute, Mr. Dr. J. N. Pol. for the help and positive encouragement.

I wish to express my sincere esteemed thanks to our institution, which provided me this

most awaited opportunity of undergoing training in the corporate world.

Along with the institution I also want to express my gratitude to my faculty members

who help me with their immense knowledge and their experience.

I would like to thanks Prof. Madhuri Shete for her precious guidance during my entire

project work.

Last but not least I want to express my immense hearty thanks to all the personalities

who have been instrumental in making this project on A STUDY ON CONSUMER

SATISFACTION LEVEL REGARDING AFTER SALES SERVICES OF

MAHINDRA & MAHINDRApossible and successful .

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MUKESH KUMAWAT

TABLE OF CONTE NT

Contents

Sl.

No.

Titles Page No.

1 Rational of the Study

Executive Summary

8

2 Objective of the study ,Title of the projects 9-23

3 Profile of the Company 24

4 Theoretical Perspective 25-31

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5 Research Methodology 32-36

6 Data presentation, Analysis & Interpretation

37-47

7 Findings And Suggestions

48-50

8 Conclusion 51

9 Annexure 52-55

Chapter 1

EXECUTIVE SUMMARY

The aim of this project was to study in detail the distribution of the cement work of

BIRLA CORPORATION LIMITED and to collect details regarding it. This project deals

with a detailed analysis distribution network and outbound logistics of the cement work

of the enterprise and its effectiveness in the market. The data collected gives information

on various aspects of distribution network and outbound logistics of the company.

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The whole project has been divided in four different phases. The first phase of this

project covers the details regarding an overview of the cement industry, company, its

history and its products along with designing of the research methodology for the project.

The second phase of the project deals with the study of the distribution network, channel

levels, logistics and modes of transportation of cement carried out by the company. The

third phase of the project deals with a questionnaire based market survey including the

dealers, sub-dealers, and retailers of cement in the market from different places. The

fourth and final phase of the project deals with the analysis and interpretation of the data

collected from the market survey along with the study of market segmentation practices

of the company.

Primary data was collected from the internet, various books, and records of the company

and secondary data was collected from the questionnaire based market survey carried

out. It may be noted that BIRLA CORPORATION LIMITED (Cement Division) is one

of the top names among the cement manufacturers in the country which holds a big share

of cement market and has got a very good brand name. The recommendations for the

company include expansion of their market by implementing more aggressive

advertisement and marketing strategies along with it a great deal of effort should be

given to reducing communication gap between the dealers, sub-dealers, retailers,

customers and effort to bind them together by giving good offers and better services to

them.

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Chapter 2

INTRODUCTION

THERETICAL PERESPACTIVE

The Project assigned to me was A STUDY ON CUSTOMER SATISFACTIOIN

REGARDING AFTER SALES SERVICES OF MAHINDRA & MAHINDRA

his study will help me to find and customer satisfaction level of the

customer for Ratnaprabha Motors Authorized Dealer of Mahindra &Mahindra in

Aurangabad.

To know the reason for decline of customers at service station , To know the perception

of customers regarding the charges or rates offered by the service station and To know

any suggestion from customers to improve the service station

The study is scheduled through primary data and other information thereby

preparing Questionnaire, which focus of various variables, and attributes that are

important to know the satisfaction level and the factors affecting the purchase decision.

The survey caused in the Aurangabad with the sample size of 100.The

collected data are tabulated and analyzed data and all suggestions are given according to

the analyzed data graphs and charts are used to illustrate the statistical data and findings.

Customer Relationship Management

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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.

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.

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.

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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 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).

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).

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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 & Mahindras joint

venture with International Trucks is expected to see an infusion of at least Rs 500 Crore.

Mahindra group

History

In 1945, two enterprising brothers named J.C. Mahindra and K.C. Mahindra joined

forces with Ghulam Mohammed and started Mahindra & Mohammed as a steel

company in Mumbai. Two years later, India won its independence, Ghulam Mohammed

left the company to become Pakistans first finance minister, and the Mahindra

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brothers ignited the company's enduring growth with their decision to manufacture

Willys jeeps in Mumbai. The companys new name? Mahindra & Mahindra, of course.

The Mahindra brothers believed that new modes of transportation could be a key to

Indias prosperity, so one of their first goals was to build rugged, simple vehicles capable

of tackling the Indian terrain. Early pioneers of globalization, the brothers collaborated

with a wide range of international companies and before long, Mahindras reach

extended to steel, tractors, telecom, and more.

Current scenario

Now, after 65 years, Mahindra has grown from a humble local outfit to a US $11.1

billion corporation employing more than 117,000 people around the world. Its been

quite an adventure so far, and they are global leaders in utility vehicles, tractors, and

information technology, as well as significantly present in financial services, leisure and

hospitality, engineering, trade, and logistics. They entered into the two-wheelersegment

by taking over Kinetic Motors in India. M&M also has controlling stake in REVA

Electric Car Company and acquired South Korea's Ssang Yong Motor Company in

2011. The US based Reputation Institute recently ranked Mahindra among the top 10

Indian companies in its 'Global 200: The World's Best Corporate Reputations' list.

Leadership at Mahindra

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J.C. Mahindra

Jagdish Chandra Mahindra was born circa 1892 in Ludhiana, Punjab. The eldest of nine

children, the loss of his father at an early age placed the responsibility for the family on

his shoulders. He believed strongly in the power of education and ensured that all his

brothers and sisters studied hard. J.C. received his degree from Veermata Jijabai

Technological Institute (VJTI) Mumbai, one of India's premier engineering and technical

institutes. He sent his brother K.C. to Cambridge.

The brothers were very close and the love and trust between them was extraordinary. J.C.

started out his career with Tata Steel, serving as the senior Sales Manager from 1929 to

1940.

When the steel industry became critical during World War II, the Government of India

appointed him as the first Steel Controller of India. As Independence approached, J.C.

was prescient about the opportunities that Indian entrepreneurs would have to contribute

to the growth of the newborn nation.

His vision and ambition led him to start Mahindra & Mohammad in partnership with

K.C. and Ghulam Mohammed. His vision and insight into Indias post-independence

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economic development enabled Mahindra & Mahindra to grow to the size, scope, and

impact it has reached today. J.C. died tragically of a heart attack in 1951.

K.C. Mahindra

Kailash Chandra Mahindra was born in 1894 in Ludhiana, Punjab, the second of nine

children. When their father died at an early age, his older brother J.C. stepped into the

role of head of the family. K.C.s deep lifelong friendship with J.C. was

remarkable. K.C. studied at Government College, Lahore where he showed early promise

of a brilliant scholastic career. Continuing his studies at Cambridge, UK, he earned

Honors, played hockey, and took a keen interest in rowing. When K.C. graduated from

Cambridge,Mr. Sachinanda Sinha , Vice Chancellor of Patna University, introduced him

to Mr. R.N. Mukherjee, Senior Partner of Messrs. Martin & Company. He quickly rose

through the company, editing the monthly magazine INDIA and, briefly, the Hindustan

Review. In 1942, K.C. was appointed Head of the Indian Purchasing Mission in the

United States.

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Returning to India in 1945, he was appointed the Chairman of the Indian Coal Fields

Committee of the Government of India and also of the Automobile and Tractor

panel. During these years, he also wrote a biography called Sir Rajendranath

Mookerjee: A Personal Study.In 1946, K.C. moved to Bombay with his brother J.C. to

found Mahindra & Mohammed. Under his 13-year leadership as Chairman, Mahindra &

Mahindra established itself as a major Indian industrial house in several sectors. He also

served as Director of RBI, Air India, and Hindustan Steel and Chairman of Indian

Aluminium Company.

Keshub Mahindra

For over five decades, Keshub Mahindra has enabled Mahindra and its people to rise. He

joined Mahindra & Mahindra in 1947 and became Chairman in 1963. He continues to be

involved with the day-to-day activities of the company today and has literally been the

backbone of the company. Keshub is a philanthropist who redefined corporate

governance by effectively channeling funds into the social sector.

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Anand Mahindra

Anand Mahindra started off at Mahindra in1981 when he joined Mahindra Ugine Steel

Co (MUSCO), a major producer of specialty steels, as Executive Assistant to the Finance

Director. In 1989, he was appointed President and Deputy Managing Director of the

company. While at MUSCO, Anand spearheaded Mahindras growth and diversification

into new business areas like real estate and hospitality management. In 1991, he was

appointed Deputy Managing Director of Mahindra & Mahindra, the countrys leading

producer of tractors and off-road vehicles. economic environment in India. In 1997, he

was promoted to Managing Director, and in 2003 he also became Vice Chairman.

HSTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE

Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed.

Later on, after the partition of India, one of the partners - Ghulam Mohammad - returned

to Pakistan, where he became Finance Minister. As a result, the company was renamed

to Mahindra & Mahindra in 1948.

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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.

A part 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.

MAHINDRA BOLERO (Rs. 5, 98,350 (Ex-Showroom Price in Aurangabad)

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Mahindra Bolero is one of the most successful and popular utility vehicle of the

Mahindra and Mahindra Group. The car is robust in appearance and it has been elegantly

designed, keeping in mind the conditions of the Indian roads. Mahindra Bolero is also

among the best fuel-efficient cars of India as the manufacturer has equipped it with a

2500 cc diesel engine with5- speed transmission.

April 08, 2008, Mumbai: Mahindra & Mahindra Ltd. (M&M), one of Indias leading

auto brands, has announced that its popular Bolero SUV has sold a record 50,000 units in

2007-08.

MAHINDRA SCORPIO (Rs.8,14379-11,54013(Ex-Showroom Price in Aurangabad)

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 GENIO (Rs. 5,62338 (Ex-Showroom Price in Aurangabad)

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.

MAHINDRA 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

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the basic version is a value for money, however the top-end versions are a

bit high on price. The prominent feature of this car is its performance, interiors and

economy.

MAHINDRA XYLOV ( Rs. 7, 98080-10,29915 (Ex-Showroom Price in Aurangabad)

Mahindra & Mahindra Limited launched their latest Multi Utility Vehicle (MUV)

Xylo in India on January 13, 2009. The car boasts of having all the luxurious features

that are seen in todays sedans, with the ample space of a utility vehicle. Xylo's muscular

stance contributes to its commanding road presence. Fully packed with the latest

features, the MUV is sure to impress Indian consumers and provide a stiff competition to

the other vehicles within its class.

Performance of Mahindra XYLO

Under the hood of Mahindra Xylo lies a 4-cylinder turbocharged, mEagle diesel engine,which generates a power of 112bhp @ 3800 Rpm and a peak torque of 24 kgm @ 1800-

3000 rpm. The powerful engine is developed on the NEF CRDe platform and is

mated to 5-gears manual transmission. The car accelerates from rest to 60 km/h in just

5.8 seconds.

MAHINDRA MAXX PASS (Rs.5,54352-5,67613(Ex-Showroom Price in A,bad)

The Mahindra Maxx, a product under the Mahindra Maxx range, is a spacious passengerutility vehicle with a maximum seating capacity of 10 persons. It is perfect vehicle for

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

legroom.

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

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

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

stability on off-road drives. Because of these reasons, the Mahindra Maxx is more

popular in semi-urban and rural areas of the country.

MAHINDRA MARSHAL

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

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

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

are comfortable too with ergonomically designed seats affording travelling comfort.

About Mahindra & Mahindra Dealer :

Ratnaprabha Motors (Pvt .) Ltd .

Ratnaprabha Motors were established in 1986. Ratnaprabha Motors were the first

authorized dealers of M&M in Aurangabad.

Our Distinction:

This is one of the largest authorized dealers for Mahindra & Mahindra Automotives.

Record sales in the first year of operation.

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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 everyday to

better our self.

Commanding Presence:

Bikaner Motors as a centralized air-conditioned showroom of M&M automotives its kind

in Rajasthan, spread gracefully and decorated elegantly over an impressive 8100 sq.ft at

Aurangabad City, 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.

Attention to Details:

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We provide genius spare parts and accessories to ensure exceptional performance. Every

singleaspect 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.

Promotional Activities:

The promotional activities adopted by Ratnaprabha Motors are:

1. Test Driving

2. Free Driving

3. Hoarding

4. Discounts

5. Advertisement in Newspaper and magazines

6. Gift Schemes

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7. Free Services

8. Mileage Contents

LITERATURE REVIEW

MEANING OF THE CUSTOMER SATISFACTION:

CUSTOMER SATISFACTION

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. customersatisfaction 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.

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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 on behalf of

Mahindra and Mahindra Automobiles.

Customer Satisfaction Strategies Followed By M&M

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.

Why is it supremely important to satisfy to customer ?

Basically because of company's sale each period comes from two groups. New

customer and repeat customer. It always cost more to attract new customers than to

retain current customer. Therefore, customer retention is more critical than customer

attraction. The. Key to customer retention is customer satisfaction to satisfied Customer.

Buys again

Talks favorably to others about the company.

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Pays less attention to competing brands and advertising.

Buys other products from the same company.

Thus, a company should be away to regularly measure customer satisfaction. It

cannot rely just on voluntary complain from customers when they are dissatisfied. In

fact, 96% of the unhappy customers never tell the company. Companies should set up

survey and suggestion systems to maximize to customers opportunity to complaint.

STATEMENT OF THE PROBLEM

Todays customers are an important element in every business so to retain a

customer and make the loyal company is a great challenge.

MAHINDRA SCORPIO: - Rs (Ex-Showroom Price New Patna )

Model Ex-Showroom

Mahindra Scorpio Getaway Rs. 804,800

Mahindra Scorpio Getaway 4WD Rs. 904,900

Mahindra Scorpio Sle Rs. 889,800

Mahindra Scorpio VLX 4WD Rs. 1,104,000

Mahindra Scorpio Vlx BS-IV

Rs. 1,018,900

Rs. 781,400

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Mahindra Scorpio LX BS IV

Chapter 3

TITLE, OBJECTIVE & S COPE OF THE STUDY

This is what made me to take up this project on A STUDY ON

CUSTOMER SATISFACTION REGARDING AFTER SALES SERVICES OF

MAHINDRA & MAHINDRACO.

OBJECTIVES OF THE STUDY

1. To know the customers satisfaction level at Ratnaprabha Motors Authorized Dealer

of Mahindra & Mahindra in Aurangabad.

2. To know the perception of customers regarding the charges/ rates offered by the

Ratnaprabha Motors .

3. To know the reasons for decline of customers visit at Ratnaprabha MotorsAuthorized Dealer of Mahindra &Mahindra in Aurangabad.

4. To know the suggestions from customers to improve the showroom.

5.

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6.

SCOP OF THE STUDY

In this competitive world retaining the customers has become important part and

parcel of the business activity, since in these arena the people who adopt to changes and

new technologies will survive.

This study will help to understand customer need, preference and what they

require from the service station and this study will not only help me as a student but it

will also the Ratnaprabha Motors to improve its service standard.

Chapter 4

COMPANY PROFILE

Name, Address and Location of the company

Company Name - Ratnaprabha Motors Authorized Dealer of Mahindra &Mahindra

in Aurangabad .

Company Address -No, E-32, MTDC, Chtkalthana, Aurangabad.

Company Location Aurangabad Maharashtra.

Ratnaprabha Motors is situated at Plot No, E-32, MTDC, Chtkalthana,

Aurangabad.,. It was started in the year 1986 by : Mr. ManSingh p. pawar first it was

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dealer of Mahindra & Mahindra Motors . it acquired the dealership of Mahindra and

Mahindra wholly in Aurangabad. Till today it has maintained its reputation.

ORGANISATION CHART

Sales Departmen t

Sales department in charge

(Mr. Ganesh Patil )

Sales Manager

Sales Executives

In this servicing centre, there are 20 employees in that there are 15 are mechanics

and rests of 5 them are thinkers. Other than this there are 2 clerks and 1-computer

operators.

Different Departments of the organization

Ratnaprbha Motors is departments are spares department, sales department, &

service department. Mr. Rajput looks spares parts department,

Mr. Ganesh Patil looks sales department and Mr. Mahindra looks service department.

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Salse department has total 25 employees; in there are 5 clerks and 20

mechanics. Ratnaprabha motors sell every products of Mahindra and Mahindra expect

scorpio orginal spare parts are sold in Ratnaprabha motors only and no where else .

DIFFERENT PRODUCT OF THE ORGANIZATION

Mahindra Maxximo Pass

Mahindra Maxximo Load

Mahindra Alfa Load

Mahindra Alfa Pass

Mahindra Gio Load

Mahindra Gio Pass

Mahindra Genio

Mahindra Bolero

Mahindra Scorpio

Mahindra Xylo

Mahindra Mini Xylo

Mahindra Logan

Mahindra Marshal DX Royale

Mahindra Thar

Product Profile

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Mahindra Scorpio Mahindra Bolero

Mahindra Xylo Mahindra Marshal

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Mahindra pic up (old version) Mahindra Logan Car

Industry Profile

Board of Directors :

The Board of Directors of the Company has, as its members, eminent persons from

Industry, Finance, Investment and other branches of business, who bring diverse

experience and expertise to the Board.

The Company's current Board of Directors is as follows:

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Keshub Mahindra Chairman

Anand G. MahindraVice-Chairman &

Managing Director

Deepak S. Parekh Director

Nadir B. Godrej Director

M. M. Murugappan DirectorV. K. Chanana Nominee Director

Narayanan Vaghul Director

A. S. Ganguly Director

R.K. Kulkarni Director

Anupam Puri Director

Bharat Doshi Executive Director

Alan Durante

Executive Director

Arun NandaExecutive Director &

Secretary
http://www.mahindra.com/mahindras/corporate/anand_mahindra.htmhttp://www.mahindra.com/mahindras/corporate/bharat_doshi.htmhttp://www.mahindra.com/mahindras/corporate/alan_durante.htmhttp://www.mahindra.com/mahindras/corporate/arun_nanda.htmhttp://www.mahindra.com/mahindras/corporate/anand_mahindra.htmhttp://www.mahindra.com/mahindras/corporate/bharat_doshi.htmhttp://www.mahindra.com/mahindras/corporate/alan_durante.htmhttp://www.mahindra.com/mahindras/corporate/arun_nanda.htm


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Mahindra Group today globally operates 36 businesss organized within its

6 sectors

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MAHINDRA & MAHINDRA LTD

Vice Chairman & Managing Director

Mr. Anand Mahindra

Farm Equipment SectorPresident & Exec. Director

Mr. K.J. DavasiaAutomotive Sector Other Sectors

Component Sector

Infrastructure Sector

Telecom & Software

Trade & Financial Services


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SWOT ANALYSIS

Strengths:

Over the years the company has emerged as one of the top players in the world in

terms of number of tractors sold. This gives a clear indication that the company's

market share is one of its biggest strengths.

The company's ability to introduce new products in the market and to generate

sales from those new products is a major strength. The reason being that this is

very essential for any company, for its survival in the long run.

Brand name and brand image.

The company has established its brand name in other countries of the world as

well. It has a wide market spreading over the five continents. This is evident from

the 40% market share that it holds in the 30-40 HP tractors market in the US.

Weaknesses:

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The company is highly dependent on the rural sector, and the rural sector in turn

is highly dependent on the monsoons. As a result, if there happen to be bad

monsoons (less of rains) for two consecutive years it could have an adverse

impact on the demand of tractors for the company.

Opportunities:

The government has been trying to strengthen the exports of agricultural

products. As a result, the quality of agricultural products necessarily has to be

very high. For this, they need better rural and agricultural infrastructure. This

might result in an increase in demand for tractors.

In India, the penetration of tractors is 10 tractors per 1000 hectares of cropped

area, which is much below the world average of 19 tractors for the same. Thus

there is scope for the demand to increase.

Threats:

The company has a history of having invested in unrelated diversifications such as

telecom, holiday and resort inns, financial services, etc. which it has hived off as

subsidiaries from time to time when these turned unmanageable. This is a cause

for concern as such diversifications could divert the company's attention from its

core business. It is a dangerous tendency as it leads to destruction of shareholders

value.

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The entry of foreign players in the tractors segment could pose a threat to the

company as these foreign players are technically more competitive than Mahindra

& Mahindra.

Chapter 5

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

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I propose to first conduct a intensive secondary research to understand the full impact

and implication of the industry, to review and critique the industry norms and reports, on

which certain issues shall be selected, which I feel remain unanswered or liable to

change, this shall be further taken up in the next stage of exploratory research.

This stage shall help me to restrict and select only the important question and issue,

which inhabit growth and segmentation in the industry.

The various tasks that I have undertaken in the research design process are:

Defining the information need

Design the exploratory, descriptive and causal research.

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.

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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.

SAMPLE SIZE:

The sample size was: 100 respondents.

I have targeted 100 customer 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 Aurangabad dist (for employees) 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.

3.2 Sources Data Collection Methods:

There are two types of methods used in data collection i.e. primary data &

secondary data.

{A} Primary data:-

Those data which are collected at first hand by the researcher especially for the

purpose of the study are known as primary data. The data is collected directly from the

person in sample population.

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In this project research the collection of data is directly interviewing customer. In the

collection of the primary data, I have used survey method and use the questionnaire

methods.

There are mainly two methods for the collection of the primary data which are given

below:

Observational Method.

Survey Method.

Observation Method:-

In the observation method, it requires the observer. The observer will keenly observe

the person at the time of the interview & record his behavior accurately. It is also one

of the important methods for the collection of data but it requires good & experienced

observer who can observer.

Survey Method:-

It is most popular method for the collection of necessary data from the respondents. I

have used survey method for the collection of the necessary data from the respondents.

I have used survey method for the collection of the necessary data:

Different types of the survey are given below,,

Personal Interview,

Telephonic Survey,

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Mail Questionnaires.

Personal Interview:-

In the personal interview, the interviewer will personally meet the respondent and will

take interview. The interviewer will ask question in face to face direction to the

respondents or group of respondents.

il questionnaire the interviewer will mail the questionnaire to the respondents and

inform them about the purpose of the survey. Also the time limit for the questionnaire is

specified in the mail. This method is used when the area to be covered is large and the

survey has to be conducted in the specific limit. In my survey,.

B} Secondary Data:-

Any data which had been gathered earlier for the other purposes are secondary data in

hand of marketing research. These data has been collected from company dealer like,

Dealer profile, industrial profile, company profile are collected from the internet. The

secondary data are collected from the magazines, internet and websites. Different web

sites likewww.bmawc.comand GOOGLE search engine help in collecting the detailed

information.

RESEARCH APPROACH

These 4 ways of research approaches i.e.

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1. Observation Research,

2. Survey Research,

3. Focus Group Research,

4. Experimental Research.

In this project the approach used was survey approach because the main objective of our

survey was to study of the market potential and have an idea about the customer

perception.

SAMPLING PLAN:-

Sampling Size: Unit was also 100 respondents of Mahindra vehicle.

Work area: Aurangabad City In Cidco, Chikalthana & Valuj Industris Area

Sampling type: Cluster sampling

Sampling unit: Individual owners of Mahindra vehicle

Sample Technique: Stratified random sampling .

Scope and the Limitation of the study

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

Aurangabad.

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The project is carried out for the period of 45 days only.

Measurement of customer satisfaction is complex subjects, which uses non-

objectives method, which is not reliable.

The sample unit was also 100 respondents.

However, Mahindra and Mahindra Automobile showrooms are located in other

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

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

Chapter 6

DATA INTERPRETATION & DATA ANALYSIS

Q. 1 Are you Satisfied with Mahindra & Mahindra.

45

Satisfied Dissatisfied

80% 20%


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Interpretation 1:

The sample drawn on probability basis shows that 80% of the customers were satisfied

with Mahindra & Mahindra and only 20% were not satisfied with Mahindra Motors.

Q. 2 Are you aware about power steering present in M&M ?

Interpretation 2:

Out of 100% of respondents, 80% of the respondents approached were aware of the

power steering present in some M&M motors and 20% were not aware of the power

steering present in some Mahindra & Mahindra Motors.

Q. 3 Are you satisfy with the fuel consumption of Mahindra Motors ?

Factor No. of Respondent %. of RespondentExtremely Satisfied 25 25%Satisfied 50 50%Neutral 17 17%

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Option No. Of Respondent % Of RespondentsAware 80 80%

Unaware 20 20%

Total 100 100%


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Dissatisfied 8 8%Total 100 100%

Interpretation 3:

100% of the respondents 50% of the respondents approached were satisfied with the fuel

consumption of the Bolero. Followed by 25% was extremely satisfied, 17% are neutral

and rest of the 8% is more dissatisfied with fuel consumption of Mahindra Motors.

Q. 4 Are you satisfied with the Safety and Comfort of Mahindra & Mahindra?



Interpr etation 4:

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100% of the respondents 48% of the respondents approached were satisfied with the

safety and comfort feature of the Mahindra motors. Followed by 22% was extremely

satisfied, 20% are neutral and rest of the 10% was dissatisfied with safety and comfort

feature of Mahindra motors.

Q. 5 Are you satisfied with Maintenance cost?



Inte rpretation 5:

The sample drawn on the probability basis shows that out of 100% of respondents 49%

of the respondents approached were satisfied with the maintenance of the Mahindra

Motors. 23% were extremely satisfied, 20% of neutral and 8% are dissatisfied with the

maintenance.

Q. 6Authorized Service station has sufficient and genuine spares Parts.

Option No. Of Respondent No. Of Respondents (%)Strongly Agree 7 07Agree 36 36%

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Neither agree not

disagree

30 30%

Disagree 17 17%Strongly Disagree 10 10%

Total 100 100%

Interpretation 6;

From the source of field survey, out of 100 respondents 36% of the people agree with

sufficient & genuine spares, & 30% of the people moderate with the spares, & 17% of

the people disagree, & 10% of the people strongly disagree,& remaining 7% of the

people strongly agree for sufficient & genuine spares.

Q.7 For which purpose you used these Vehicle?

Factor No. of Respondent %. of Respondent

Personal use 55 55%Commercial use 15 15%Both 30 30%Total 100 100%

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Interpretation 7:

This graph shows that 55% of personal use and 15% commercial use, 30% are the both

Used these Mahindra & Mahindra vichcle.

Q.8 Management is committed to continuously improve the quality of products

and services.

Factor No. of Respondent (%. of Respondent)

Well below expectations 6 6%

Below expectations 27 27%

Meets expectations 40 40%

Above expectations 20 20%

Well above expectations 7 7%

Total 100 100%

Interpretation 8:

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This graph shows that 40% of meet expectations about the point, 27% of below

expectations on the point, 20% are above expectations, 7% are well above expectations

and rest 6% well below expectations in term of Management is committed to

continuously improve the quality of products and services

Q. 9 Do you have any Mahindra Passengers vehicle? If yes,which vehicle do you

have?

Mahindra Passengers Vehicle Frequency (%. of Respondent)

Bolero 53 53%

Scorpio 27 27%

Xylo 10 10%

Logan 10 10%

Q. 10 Are you satisfied with the quality and reliability of the vehicles?

Factor No. of Respondents % of Respondents

Yes 80 80% No 15 15%

Cant say 5 5%

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Total 100 100%

Q. 11 Why you have Purchase Mahindra & Mahindra Motors?

Factor No. of Respondent (%. of Respondent)Price 30 30

Less Maintenance 35 35%

Mileage 15 15%

Brand Name 20 20%

Time 100 100%

Q.12 What extra values dose Mahindra motors provide?

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Interpretation 12 :

This graph shows 45% extra value provided free insurance, 27% different scheme &

offer,15% Greeting on birthday & anniversary and 13% Emi Emi facilties of the extra

value provided Mahindra & Mahindra Motors.

.

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Factor No. of Respondent (%. of Respondent )

Different scheme & offers 27 27%

Free insurance 45 45%

Greeting on birthday &

anniversary

15 15%

Emi Facilties 13 13%

Total 100 100%


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Chapter 7

FINDINGS & SUGGESTIONS

5.1 Findings: -

Based on the data gathered by administrating schedules to customers the following

observations are made:

Mahindra Motors has excellent percentage of customer satisfaction according to

the data shown in table 1 of the data analysis and Interpretation topic.

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Most of the people are satisfied with its low maintenance cost and after sales

service provided by Mahindra Motors.

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 Bolero user are aware of its power steering.

If we took the satisfaction level of people toward Bolero, it becomes good.

Its features and style satisfy most of the people.

Employees are completely strongly satisfied with their job although their salary is

good enough.

Employees are getting value to their work.

There is negatively comparison between peers especially regarding targets.

They often feel overworked.

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5.2 Suggestions: -

Mahindra Company has to implement good customer relationship

management strategy that enhances customer satisfaction level.

The company can for the undertake R&D to improve the existing feature which

field help increase in the customer satisfaction.

The company should promote about the entire 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 taken not only maintain

the existing standard but also enhance them.

To increase the job satisfaction level of the employees the company should

concentrate mainly on the incentive and reward structure rather than the

motivational session.

Ideal employees should concentrate on their job.

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Educational qualification can be the factor of not an effective job.

Company should give promotion to those employees who deserve it.

CONCLUSION

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Mahindra Bolero has a very good market share in the state of Aurangabad City 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.

Company provided good facility of employees for his job.

Mahindra Limited offers an environment for professional growth for every

employee.

Mahindra offer foreign tour for who employee and dealer achieved targets.

Young leader can take decision and implementation of new ideas.

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ANNEXURE

QUESTIONNAIRE

Customer Satisfaction Questionnaire:

A) Name .. B) Occupation ..

C) Age .. D) Income.

E) Address:-.

Q.1. Are you a satisfied with Mahindra & Mahindra ?

A) Yes

B) No

Q.2. Are you aware about power steering present in M&M ?

A) Yes

B) No

Q.3. Are you satisfy with the fuel consumption of Mahindra Motors ?

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A) Extremely Satisfied

B) Satisfied

C) Neutral

D) Dissatisfied

Q.4. Are you satisfied with the Safety and Comfort of Mahindra & Mahindra ?


B) Satisfied

C) Neutral

D) Dissatisfied

Q.5. Are you satisfied with Maintenance cost?


B) Satisfied

C)Neutral

D) Dissatisfied

Q.6. Authorized Service station has sufficient and genuine sparesParts.

1. Strongly Agree 2. Agree

3. Neither agree nor disagree 4. Disagree

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5. Strongly Agree

Q.7. For which purpose you used these Vehicle?

A) Personal use

B) Commercial use

C) Both

Q.8. Management is committed to continuously improve the quality of products &

services.

Well below expectations

Below expectations

Meets expectations

Above expectations

Well above expectations

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No commitment

Q.9. You have any Mahindra passengers vehicle?If yes, which vehicle do you have?

A) Bolero

B) Scorpio

C) Xylo

D) Logan

Q.10. Are you satisfied with the quality and reliability of the vehicles?

A) Yes B) No

Q. 11 Why you have Purchase Mahindra & Mahindra Motors?

A) Price

B) Less Maintenance

C) Mileage

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D) Brand Name

Q.12 For which purpose you used these Vehicle?

A) Different scheme & offers

B) Free insurance

C) Greeting on birthday & anniversary

D) Emi Facilties

BIBLIOGRAPHY

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WEB SITES:

www.mahindra&mahindra.com

www.mahindrabolero.com

www.google.com

www.indiaindustry.com

1. MARKETING RESEARCH - TULL AND HAWKINS

MARKETING MANAGEMENT- PHILIP KOTLER

COMPANY MAGZINES AND MANUALS

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Project Mmm

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