Sei sulla pagina 1di 46

Customer Satisfaction is the buzzword used by the business people for thesuccess of

organization in the present days. Due to the increases of heavy competition inevery product
line it become difficult for the companies to retain the customers forlonger time. So retain the
customer for longer time the marketer has to do only one thingsi.e. customer satisfaction .If
customer is fully satisfied by the product it not only rub theorganization successfully but also
fetch many benefits for the company . They are lessprocess sensitive and they remain
customer for a longer period. They buy additionproducts overtimes as the company introduce
related produce related products orimproved, 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. Tomake the products up to the satisfaction level of customers.(1)
This project is also done to know the customers satisfaction on the TWO WHEELERS on
behalfof Mahindra and Mahindra Automobiles. The impact of automobile industry on the
restof the economy has been so pervasive and momentous that is characterized as
secondindustrial. It played a vital role in helping the nation to produce higher value good
andservices and in the enhancing their skills and impose tremendous demand forautomobile.
The decrease in the interest rate and easy available of bike loans from 2 to3 years, lot of
Scooty and bikes manufacturers company facing cut throat competition in the fields
oftechnology and price, So to gain the market share it is important for the institutes tosatisfy
its customers and to retain the reputation and its image.
Customer Satisfaction Strategies Followed By M&M
The different strategies followed by M&M consists of Customer relationshipmanagement,
strategy to providing better facility to the owner, and strategy to providebetter after sales
service to customer.

___________________________________________________________________________
Kotler Philip, Keller Lane Kvin Marketing Management.12 th edition Pearson Education
P.No. 117,118,121.(1)

Customer Relationship Management


CRM as a tool was used to create positive word-of-mouth, to monitor customer
experiences.AseriesofCRMactivitieswereimplementedwithregulardirect
communication,eventsandcustomersatisfaction surveys, Events, Festive offers, Rewards
Program, etc

Measuring customer satisfaction


Organizations need to retain existing customers while targeting non-customers. Measuring
customer satisfaction provides an indication of how successful the organization is at
providing products and/or services to the marketplace.Customer satisfaction is an abstract
concept and the actual manifestation of the state of satisfaction will vary from person to
person and product/service to product/service. The state of satisfaction depends on a number
of both psychological and physical variables which correlate with satisfaction behaviors such
as return and recommend rate. The level of satisfaction can also vary depending on other
factors the customer, such as other products against which the customer can compare the
organization's products.
BENEFITS OF CUSTOMER SATISFACTION
Feedback
Customer feedback in the form of answers, comments and suggestions about a company's
products, business practices and customer service is one of the major benefits of a customer
satisfaction survey.
Desired Improvements
If feedback is critical or negative on any aspect, quick measures can be taken to bring about
the desired improvements or address grievances and placate relevant customers.
Better Innovation
Analysis of customer feedback surveys and the information collected becomes the basis for
customer intelligence. Used strategically, such intelligence can be used to drive innovation
efforts and initiatives at the company.
Greater Customization
2

A customer satisfaction survey also shows critical insights about different customer segments
and products so that services and marketing approaches can be tailored accordingly.

Long-Term Relationship
Customer satisfaction surveys enable companies to consistently and better address customer
needs and expectations, maintain brand reputation and facilitate long-term relationships with
customers.
Sometimes companies are misguided by the notion that customers depend on them. The truth
of the matter is that we very much so depend on them. Many researchers and academia have
highlighted the importance of customers in todays market.
The level of satisfaction a customer has with a company has profound effects. Studies have
found that the level of customers satisfaction has a positive effect on profitability.(2)
INTRODUCTION OFAUTOMOBILE INDUSTRY

A scooter is a motorcycle with step-through frame and a platform for the operator's feet.
lements of scooter design have been present in some of the earliest motorcycles, and
motorcycles identifiable as scooters have been made from 1914 or earlier. Scooter
development continued in Europe and the United Statesbetween the World Wars.The global
popularity of scooters dates from the post-World War II introductions of the Vespa and the
Lambretta. These post-war scooters were intended to provide low-power personal
transportation (engines from 50 to 250 cc). The original layout is still widely used in this
application. Maxi-scooters, with engines from 250 to 800 cc have been developed for
Western markets.

Kotler Philip, Koshy Abraham, Marketing Management 13 th Edition


P.No. 115,116,120.(2)

Pearson Education

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
fortransportationin India. In the beginning of 15th century,Portuguese arrived in China and
the interaction of the two cultures led to a variety of new technologies, including the creation
of a wheel that turned under its own power. By 1600s small steam-powered engine models
was developed, but it took another century before a full-sized engine-powered vehicle was
created.
Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893.
It was the first internal-combustion motor car of America, and it was followed by Henry
Fords first experimental car that same year.
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 Luxesedan had roomy interior and rear-hinged back door that suited more to
the needs of families
Facts & Figures
The automobile industry in India is on an investment overdrive. Be it passenger car ortwo-wheeler
manufacturers, commercial vehicle makers or three-wheeler companies -everyone appears to be in a
scramble to hike production capacities. The country isexpected 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. MarutiUdyog has set up thesecond car plant
with a manufacturing capacity of 2.5 lakh units per annum for aninvestment of Rs 6,500 Crore (Rs
3,200 Crore for diesel engines and Rs 2,718 Crorefor 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 thanRs 3,800 Crore to India.
Tata Motors will be investingRs 2,000 Crore in its small car project.
General Motors will be investingRs 100 Crore, Ford aboutRs 350 Crore AndToyota 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 Rs1,000 crore of investment. Mahindra & Mahindra's joint venture with International
Trucks is expected to see an infusion of at leastRs 500 Crore.

Industry performance in 2009-10


The Indian automotive market managed to stand up to the vagaries of the economic meltdown to
show slightly growth during fiscal 2009-10. Overall vehicle sales at 97.23 lakh grew 0.71 per cent
from 96.54 lakh units in 2008-09.
When major automotive markets reported a 30-40 per cent decline, only a handful ofcountries
managed to show growth. A few months ago, India was looking at negativegrowth 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.

Purpose

A business ideally is continually seeking feedback to improve customer satisfaction.

"Customer satisfaction provides a leading indicator of consumer purchase intentions and


loyalty." "Customer satisfaction data are among the most frequently collected indicators of
market perceptions. Their principal use is twofold:"
1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with with the company's goods and services.
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firms customers
will make further purchases in the future. Much research has focused on the
relationship between customer satisfaction and retention. Studies indicate that the
ramifications of satisfaction are most strongly realized at the extremes."
On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become
return customers and might even evangelize for the firm. (A second important metric related
to satisfaction is willingness to recommend. This metric is defined as "The percentage of
surveyed customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends, relatives and
colleagues. This can be a powerful marketing advantage.) "Individuals who rate their
satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by
making negative comments about it to prospective customers. Willingness to recommend is a
key metric relating to customer satisfaction."

Theoretical Ground
"In literature antecedents of satisfaction are studied from different aspects. The considerations
extend from psychological to physical and from normative to positive aspects. However, in
most of the cases the consideration is focused on two basic constructs as customers
expectations prior to purchase or use of a product and his relative perception of the
performance of that product after using it.
Expectations of a customer on a product tell us his anticipated performance for that product.
As it is suggested in the literature, consumers may have various "types" of expectations when
forming opinions about a product's anticipated performance. For example, four types of
expectations are identified by Miller (1977): ideal, expected, minimum tolerable, and
desirable. While, Day (1977) indicated among expectations, the ones that are about the costs,
6

the product nature, the efforts in obtaining benefits and lastly expectations of social values.
Perceived product performance is considered as an important construct due to its ability to
allow making comparisons with the expectations.
It is considered that customers judge products on a limited set of norms and attributes.
Olshavsky and Miller (1972) and Olson and Dover (1976) designed their researches as to
manipulate actual product performance, and their aim was to find out how perceived
performance ratings were influenced by expectations. These studies took out the discussions
about explaining the differences between expectations and perceived performance."
The Disconfirmation Model
"The Disconfirmation Model is based on the comparison of customers [expectations] and
their [perceived performance] ratings. Specifically, an individuals expectations are
confirmed when a product performs as expected. It is negatively confirmed when a product
performs more poorly than expected. The disconfirmation is positive when a product
performs over the expectations(Churchill & Suprenant 1982). There are four constructs to
describe the traditional disconfirmation paradigm mentioned as expectations, performance,
disconfirmation and satisfaction." "Satisfaction is considered as an outcome of purchase and
use, resulting from the buyers comparison of expected rewards and incurred costs of the
purchase in relation to the anticipated consequences. In operation, satisfaction is somehow
similar to attitude as it can be evaluated as the sum of satisfactions with some features of
product." "In the literature, cognitive and affective models of satisfaction are also developed
and considered as alternatives(Pfaff, 1977).
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on other options the customer may
have and other products against which the customer can compare the organization's products.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
provides the basis for the measurement of customer satisfaction with a service by using the
gap between the customer's expectation of performance and their perceived experience of
performance. This provides the measurer with a satisfaction "gap" which is objective and
quantitative

in

nature.

Work

done

by
7

Cronin

and

Taylor

propose

the

"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman,


Zeithaml and Berry as two different measures (perception and expectation of performance)
into a single measurement of performance according to expectation.
The usual measures of customer satisfaction involve a survey from software providers such
as Confirmit, Medallia and Satmetrix with a set of statements using a Likert Technique or
scale. The customer is asked to evaluate each statement and in term of their perception and
expectation of performance of the organization being measured. Their satisfaction is
generally measured on a five-point scale.

"Customer satisfaction data can also be collected on a 10-point scale."


"Regardless of the scale used, the objective is to measure customers perceived satisfaction
with their experience of a firms offerings." It is essential for firms to effectively manage
customer satisfaction. To be able do this, we need accurate measurement of satisfaction.
Good quality measures need to have high satisfaction loadings, good reliability, and low error
variances. In an empirical study comparing commonly used satisfaction measures it was
found that two multi-item semantic differential scales performed best across both hedonic and
utilitarian service consumption contexts. According to studies by Wirtz & Lee (2003), they
identified a six-item 7-point semantic differential scale (for example, Oliver and Swan 1983),
which is a six-item 7-point bipolar scale, that consistently performed best across both hedonic
and utilitarian services. It loaded most highly on satisfaction, had the highest item reliability,
and had by far the lowest error variance across both studies. In the study, the six items asked
respondents evaluation of their most recent experience with ATM services and ice cream
restaurant, along seven points within these six items: pleased me to displeased me,
contented with to disgusted with, very satisfied with to very dissatisfied with, did a
good job for me to did a poor job for me, wise choice to poor choice and happy
with to unhappy with.
A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a four-item
7-point bipolar scale, was the second best performing measure, which was again consistent
across both contexts. In the study, respondents were asked to evaluate their experience with

both products, along seven points within these four items: satisfied to dissatisfied,
favorable to unfavorable, pleasant to unpleasant and I like it very much to I didnt like it
at all.
The third best scale was single-item percentage measure, a one-item 7-point bipolar scale
(e.g., Westbrook 1980). Again, the respondents were asked to evaluate their experience on
both

ATM

services

and

ice

cream

restaurants,

along

seven

points

within

delighted to terrible.
It seems that dependent on a trade-off between length of the questionnaire and quality of
satisfaction measure, these scales seem to be good options for measuring customer
satisfaction in academic and applied studies research alike. All other measures tested
consistently performed worse than the top three measures, and/or their performance varied
significantly across the two service contexts in their study. These results suggest that more
careful pretesting would be prudent should these measures be used.
Finally, all measures captured both affective and cognitive aspects of satisfaction,
independent of their scale anchors. Affective measures capture a consumers attitude
(liking/disliking) towards a product, which can result from any product information or
experience. On the other hand, cognitive element is defined as an appraisal or conclusion on
how the products performance compared against expectations (or exceeded or fell short of
expectations), was useful (or not useful), fit the situation (or did not fit), exceeded the
requirements of the situation (or did not exceed).

Methodologies
American Customer Satisfaction Index (ACSI) is a scientific standard of customer
satisfaction. Academic research has shown that the national ACSI score is a strong predictor
of Gross Domestic Product (GDP) growth, and an even stronger predictor of Personal
Consumption Expenditure (PCE) growth. On the microeconomic level, academic studies
have shown that ACSI data is related to a firm's financial performance in terms of return on
investment (ROI),

sales,

long-term firm

value

(Tobin's q), cash flow,

cash flow

volatility, human capital performance, portfolio returns, debt financing, risk, and consumer
spending. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth
recommendations, and purchase behavior. The ACSI measures customer satisfaction annually
for more than 200 companies in 43 industries and 10 economic sectors. In addition to
quarterly reports, the ACSI methodology can be applied to private sector companies and
9

government agencies in order to improve loyalty and purchase intent. ASCI scores have also
been calculated by independent researchers, for example, for the mobile phones sector, higher
education, and electronic mail.
The Kano model is a theory of product development and customer satisfaction developed in
the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories:
Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some
insight into the product attributes which are perceived to be important to customers.
SERVQUAL or RATER is a service-quality framework that has been incorporated into
customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction
Barometerto indicate the gap between customer expectations and experience.
J.D. Power and Associates provides another measure of customer satisfaction, known for its
top-box approach and automotive industry rankings. J.D. Power and Associates' marketing
research consists primarily of consumer surveys and is publicly known for the value of its
product awards.
Other research and consulting firms have customer satisfaction solutions as well. These
include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the Stages of
Excellence framework and which helps define a companys status against eight critically
identified dimensions.
For B2B customer satisfaction surveys, where there is a small customer base, a high response
rate to the survey is desirable. The American Customer Satisfaction Index (2012) found that
response rates for paper-based surveys were around 10% and the response rates for e-surveys
(web, wap and e-mail) were averaging between 5% and 15% - which can only provide a
straw poll of the customers' opinions.

10

Research
A research process consists of stages or steps that guide the project from its
conceptionthrough the final analysis, recommendations and ultimate actions. The research
processprovides a systematic, planned approach to the research project and ensures that all
aspects ofthe research project are consistent with each other.
Research studies evolve through a series of steps, each representing the answer to a key
question. (3)

OBJECTIVES OF STUDY:

To gather information about customer satisfaction toward Mahindra2wheelers in the


geographic region of Sriganganagar.

To know the customer perception aboutfeatures, low maintenance cost and looks of
two wheelers.

To know the customer satisfaction about the safety and comfort provided by two
wheelers.

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
Mahindra2wheelers.

11

KOTHARI,C.R. Research Methodology Methods & Techniques, Revised Second EDITION


(New age international publishers), 2013(3)

SCOPE OF STUDY:

From the research analysis we can find that, whats a person first look in two

wheelers.
The study can be used to know the perception of consumer about Mahindra two

wheelers.
The present study can be extended to access the present marketing condition of Indian

automobile sector
The study can be used to design a proper product, price, place and promotional
strategy for the market.(4)

RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in
procedure.
Research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data.
The type of research design used in the project was Descriptive research, because it
helps to describe a particular situation prevailing within a company. Careful design of
the descriptive studies was necessary to ensure the complete interpretation of the
situation and to ensure minimum bias in the collection of data.

Rastogi&Pandey Manpower Planning ,Educational publishers 1684, Naisarak


,delhi.(4)

DATA COLLECTION
12

Both the Primary and Secondary data collection method were used in the project. First time
collected data are referred to as primary data. In this research the primary data was collected
by means of a Structured Questionnaire. The questionnaire consisted of a number of
questions in printed form. It had both open-end closed end questions in it. Data which has
already gone through the process of analysis or were used by someone else earlier is referred
to secondary data. This type of data was collected from the books, journals, company records
etc.

SAMPLING
Sample size-50 respondents
Sample unit-Employees in Mahindra & Mahindra Co., Sriganganagar
Sampling area-Sriganganagar
Sampling technique-Convience sampling technique

REVIEW OF LITERATURE

13

Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes
capable of being incorporated in the measure of customer satisfaction . Later, the possibility
was posed of grouping these attributes into dimensions of quality and testing their reliability
and validit.(5)
Ganguly and Roy (2012) studied the factors affecting customer satisfaction in mahindra two
wheelers; Questionnaire developed to determine the factors for customer satisfaction was
distributed among the respondents. The dimensions were identified using a exploratory factor
analysis. The paper identifies four generic dimensions in the technology, convenience, and
technology convenience, easiness, reliability. (6)
(Kotler and Keller, 2012) It is worth noting that consumer buying behaviour is studied as a
part of the MARKETING and its main objective it to learn the way how the individuals,
groups or organizations choose, buy use and dispose the goods and the factors such as their
previous experience, taste, price and branding on which the consumers base their purchasing
decisions Lee (2005) carried out study to learn the five stages of consumer decision making
process in the example of China. The researcher focuses on the facts that affect the consumer
decision making process on purchasing imported health food products, in particular
demographic effects such as gender, education, income and marital status. The author
employed questionnaire method in order to reach the objectives of the research. Analysis of
five stages of consumer decision making process indicate that impact of family members on
the consumer decision making process of purchasing imported health food products was
significant.
Ganguly.S,&Roy,S.K. (2011) Generic technology-based service quality dimensions in
automobile impact on customer satisfaction and loyalty. International journal ofautomobile
marketing, 292(2),168.

Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes
capable of being incorporated in the measure of customer satisfaction.(5)
Ganguly and Roy (2012) studied the factors affecting customer satisfaction in mahindra two
wheeler.(6)

14

Variawa (2010) analyzed the influence of packaging on consumer decision making process
for fast moving consumer goods. The aim of the research was to analyze the impact of
packaging for decision making process of low income consumers in retail shopping. A survey
method has been used in order to reach the research objectives. In a survey conducted in star
hyper in the town of canterville. 250 respondents participated. The findings of the research
indicate that low income consumer have more preferences towards premium packaging as
this can also be used after the product has been consumed.
Dutta and Basak (2010) suggested that company should improve their recovery
performance, adopt new system of computerized monitoring of loans, implement proper
prudential norms and organize regular workshops to sustain in the competitive banking
environment.
Acebron et al (2010) The aim of the study was to analyze the impact of previous experience
on buying behavior. In their studies the authors used structural equation model in order to
identify the relationship between the habits and previous experience on the consumer buying
decision. Their findings show that personal habits and previous experience on the consumer
have a direct impact on the consumers purchase decision in the example of purchasing fresh
mussels. They also found that the image of the product has a crucial impact on the purchasing
decision of the consumer.
Blackwell et al (2010) The author further explains this by the fact Chinese tradition of taking
care of young and old family members have long been developed and marriage is considered
to be extremely important in Chinese tradition. This reflects in the findings of the study that
the purchase of imported health food products made by a person for the people outside the
family is declined significantly by both male and female Chinese after they get married.Five
Stages Model of consumer decision making process has also been studied by a number of
other researchers. Although different researchers offer various tendencies towards the
definitions of five stages, all of them have common views as they describe the stages in
similar ways. One of the common models of consumer decision making process has been
offered by According to him, the five stages of consumer decision making process are
followings: problem/need recognition, information search, evaluation of alternatives,
purchase decision made and post-purchase evaluation.

15

Lancaster et al, (2010). Another view suggests that understanding consumer behaviour has
become crucial especially due to fierce competition in retail industry in the UK and
worldwide This chapter will introduce some other areas of research background of consumer
behaviouraddressing the works of researchers and marketers. Moreover, consumer decision
making process, in particular, five stages of consumer decision making process will be
discussed in detail.

LIMITATIONS OF THE STUDY:


The scope of study is limited to the respondents are selected from in and
aroundSriganganagar.
The project is carried out for the period of 45 days only.
Measurement of customer satisfaction is complex subjects, which uses nonobjectives method, which is not reliable.
The sample unit was also 50 respondents.
However, Mahindra and Mahindra Automobile showrooms are located in otherplaces
i.e. locally and even in the neighboring states. Only opinion ofrespondents of
Sriganganagarcity was consider for finding out the opinions of respondents.

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 - returnedto Pakistan,

16

where he became Finance Minister. As a result, the company was renamedto Mahindra &
Mahindra in 1948.
M&M started its operation as a manufacturer of general-purpose utility vehicles. Itassembled
CKD jeeps in 1949. Over the passing years, the company expanded itsbusiness and started
manufacturing light commercial vehicles (LCVs) and agriculturaltractors.Apart from
agricultural tractors and LCVs, Mahindra & Mahindra also showedits 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 RenaultSA,
International Truck and Engine Corporation, USA, in order to mark its globalpresence. 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,
byholding leadership in the market of the country, for around 25 years. The company is anold
hand in designing, developing, manufacturing and marketing tractors as well as
farmimplements. It made its entry to the passenger car segment in India, with the
manufactureof Logan (mid-size sedan) in April 2007, under the Mahindra Renault
collaboration..Soon after the considerable success of Logan, M&M started launching a wide
range ofLCVs and three wheelers as well as SUVs including Scorpio and Bolero. In the
presenttime, Bolero has gained immense popularity in India. It is one of the most opted
vehiclesin its class.(7)

www.mahindra2wheelers.com(7)
MAHINDRA FLYTE
Your Style Statement on WheelsMod, zippy, versatile, cool... not just you, but theFlyte too!
The perfect scooter to match your personality and your lifestyle. A stylish performance
17

packed with innovative features, it has all that it takes to be your stylestatement on wheels.
The most surprising thing about this scooter is that it is called a scooter. With superior design,
great convenience, unmatched comfort, great technology and an overall sense of style, we've
put in everything, including our experience and expertise. So fly by and turn heads.
MAHINDRA KINE
A scooter thats just like you. Loves being ahead of its class.
Kine, the all-new scooter, is Mahindra's latest offering, one that lets you zoom around town
as you leave the world behind. Its ergonomic styling, funky colours and a power-packed
performance impress you and every pedestrian you flash past. With a 71.5 cc engine, a
spacious storage area, and a comfortable seat,Kine is designed to be your perfect companion
on every journey.(8)
MAHINDRA STALIO
The Stallio is a perfect blend of style and performance. The cutting edge fully digital display,
eye-catching pilot LEDs, futuristic LED tail lamps and the fully flush fuel cap are
trendsetters. While the inverted arrow design visor, stylish grab rails and 5 attractive shades
are sure to turn heads wherever you may go; the Stallio also backs its looks with a high
performance 110cc engine with enough zip to make driving in stop go traffic a breeze. This
coupled with the long wheel base and 5 step adjustable suspension make riding a pleasure.
Whats more; the 4 year warranty ensures peace of mind for all Stallio riders. It is truly a
motorcycle with arresting style and liberating performance.

www.automobile.com(8)

Overview
The Mahindra Group shares and identifies with India's destiny, like few others can. A
microcosm of India, Mahindra took birth with the country, shared its dream and aspirations
18

and experienced the inevitable troughs and crests in the journey towards its goals. And both
continue to march on the path to progress and global recognition and achievement.
The Vision
Mahindra & Mahindra took birth when K.C. Mahindra visited USA as Chairman of the India
Supply Mission. There, he met Barney Roos, inventor of the rugged 'general purpose vehicle'
or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on
the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads?
The Establishment
Swift action followed thought. The Mahindra brothers joined hands with a distinguished
gentleman called Ghulam Mohammed. On October 2nd, 1945, Mahindra & Mohammed was
set up as a franchise for assembling jeeps from Willys, USA. Two years later, India became
an independent nation and Mahindra & Mohammed became Mahindra & Mahindra.
The Milestones
Since then, Mahindra & Mahindra has grown steadily in size
occupies a premier position in almost all key sectors of the economy. The Group's history is
studded with milestones. Each one taking the Group forward.
Launch
Mumbai, July 30, 2008: Acquisition of KMCL Mahindra & Mahindra Ltd. (M&M), India's
leading automotive companies, announced that its Board of Directors approved the
acquisition of business assets
of Pune-based Kinetic Motor Company Ltd. (KMCL). The acquisition was done through a
New Company to be formed. (New Co.). The consideration for the acquisition is a sum of
Rs.110 crores (subject to closing due diligence) plus 20 percent stake to KMCL in the New
Co. M&M holds the balance 80 per cent of the equity.
The deal enabled Mahindra to design and market a range of scooters, value engineered
motorcycles and high-end motorcycles for the Indian and global markets, helping it establish
a robust, end-to-end two-wheeler business in every segment of the industry.
The acquisition of business assets of KMCL is a defining moment in the history of Mahindra
as it gives us an opportunity to emerge as a full range player with a presence in almost every
segment of the automobile industry.
19

Latest Foray
September 30, 2010: Mahindra 2 Wheelers Stallio and Mojo motorcycles, with world class
Italian design, raw power, adrenaline and speed for the Indian bikers, made their debut at a
high voltage launch in Mumbai.
Mahindra 2 Wheelers has achieved a milestone by registering a sale of 1.5 lac units in a year
a clear validation of the success of their niche Power Scooters strategy. Mahindra 2
Wheelers is now all geared up to redefine the biking experience in India with the Stallio and
the Mojo which are a potent blend of global technology and innovation and will take the
category to the next level.
These world class bikes are worthy additions to the Mahindra 2 Wheelers product portfolio
and are part of their commitment to establish a robust, end-to-end two wheeler business in
every segment of the industry. Both bikes incorporate world class R&D and design elements
from Mahindras Bologna, Italy based design house, Engines Engineering and are best suited
for Indian biking conditions.
While the Stallio offers a host of features unheard of in its segment and is ideal for the avantgarde young executive or businessman who desires a rugged and reliable yet stylish bike, the
Mojo is a performance oriented, power packed bike and is the ultimate machine for
motorcycle enthusiasts who are passionate about biking.
Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He was
featured in the list of 50 Most Influential Indians in Business Weeks edition dated August 13,
2007

Factory
Mahindra & Mahindra has state of art manufacturing facility at Pithampur, near Indore in
Madhya Pradesh. The plant, products and processes are ISO 9001 certified from DNV.
Mahindra Two Wheelers' Pithampur plant have a total capacity to assemble about 4,50,000
units p.a. on three shifts basis.
Mahindra Two Wheelers Ltd. has an R&D unit located at Chinchwad, Pune, equipped with
20

necessary design and development facilities right from renderings to prototype manufacture
and testing. Mahindra Two Wheelers has team of R&D experts with vast industry experience
and rich academic background.
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 class.

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-efficient cars of India as the manufacturer has
equipped it with a 2500 cc diesel engine with5- 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.

MAHINDRAINGENIO

21

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 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
version is a value for money, however the top-end versions are a bit high on price. The
prominent feature of this car is its performance, interiors and economy.
MAHINDRA XYLO
Mahindra & Mahindra Limited launched their latest Multi Utility Vehicle (MUV) Xylo in
India on January 13, 2009. The car boasts of having all the luxurious features that are seen in
todays sedans, with the ample space of a utility vehicle. Xylo's muscular stance contributes
to its commanding road presence. Fully packed with the latest features, the MUV is sure to
impress Indian consumers and provide a stiff competition to the other vehicles within its
class.
Performance of Mahindra XYLO
Under the hood of Mahindra Xylo lies a 4-cylinder turbocharged, mEagle diesel engine,
which generates a power of 112bhp @ 3800 rpm and a peak torque of 24 kgm @ 1800-3000
rpm. The powerful engine is developed on the NEF CRDe platform and is mated to 5-gears
manual transmission. The car accelerates from rest to 60 km/h in just 5.8 seconds.

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

22

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,
Indias Top 500 Companies 2006.
MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD
Mahindra & Mahindra was honored with the Amity HR Excellence Award at the Fourth
Amity Global HR Summit 2007 held at the Amity International Business School, Noida. The
Amity HR Excellence Award recognized Mahindra as one the most admired companies
across the global on account of its innovative strategies for Human Resources Management
and Development.
GLOBAL HR EXCELLENCE AWARD FOR M&M
Mahindra & Mahindra won the Global HR Excellence Award for Innovative HR practices
(Manufacturing Sector), in the Asia Pacific HRM Congress, held in Mumbai. These awards
recognize organizations and individuals who have embraced change, encouraged constructive
challenges and demonstrated entrepreneurial skills in the corporate world.
M&M WINS BOMBAY CHAMBER GOOD CORPORATE CITIZEN AWARD 2006-07
M&M was presented with the coveted Bombay Chamber Good Corporate Citizen Award
2006-07 at a glittering ceremony held to celebrate the Chambers 172nd Foundation Day on
September 21, 2007. Mr. Bharat Doshi, Executive Director, M&M Ltd. and Mr. Rajeev
Dubey, Member of the Group Management Board and Chairman, Mahindra & Mahindra CSR
Council, received the award on behalf of the company.
This Award recognizes and honors conspicuous achievement by corporate organizations by
way of service to the civic community, in addition to outstanding operational performance. It
takes into account several parameters, including Business Performance, Corporate Interests,
Employee Welfare, Customer and Stakeholder Satisfaction and Social Investment.

23

GOLDEN PEACOCK AWARD FOR EXCELLENCE IN CORPORATE


GOVERNANCE
Mahindra & Mahindra won the coveted Golden Peacock Award for Excellence in Corporate
Governance 2006. This award validates the companys Best-in-Class corporate governance
practices and reflects its transparent and ethical dealings with stakeholders across the entire
value chain. It recognizes the Managements commitment to the highest standards of
corporate conduct and its commitment to Corporate Social Responsibility as a distinct
activity that helps build commendable social values and adds to the ethical fiber of the
organization.
BEST AUTOMOTIVE MANUFACTURING SUPPLY CHAIN EXCELLENCE
AWARD
Mahindra & Mahindra has been awarded as the organization with the Best Automotive
Manufacturing Supply Chain Excellence. The awards were presented by India Times
Mindscape (Times of India Group) along with the Business India Group at the Express,
Logistics & Supply Chain Awards held in Mumbai on September 28, 2007. A. C. Neilson is
accredited with the research for the award nominees and winners.

HIGH RANKINGS FOR MAHINDRA


M&M was ranked second in the prestigious e Most Trusted Car Company in India study
conducted by TNS. M&M scored 127 points, just seven points below the top ranking
company, according to a TNS communiqu.
M&M was ranked 14th in The Economic Times prestigious ET 500 list of top
achieving companies in India. The company has moved up four ranks from last year.
To quote from the ET 500 write-up: M&Ms art-to-part strategy of diversification
into the auto parts value chain and its plans for new platforms for utility vehicles and
joint venture with Renault for Logan have led to a gain in ranks.
M&M was ranked 22nd in Business Indias annual survey of the countrys top
companies - Super 100

24

M&M was ranked 31st in Business Todays annual survey of Indias most valuable
companies

UNITED AUTOMOBILE (PVT) LTD.


United Automobiles was established in 1951. United automobiles were the first authorized
dealers of M&M.
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 everyday to better
our self.
Commanding Presence:
United Automobiles as a centralized air-conditioned showroom of M&M automotives its
kind in Uttar Pradesh, spread gracefully and decorated elegantly over an impressive 8100
sq.ft at Lucknow, 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:
25

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.

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.
26

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 f 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 tomorrows
driving technology.
Promotional Activities:
The promotional activities adopted by United Automobiles are
1.
2.
3.
4.
5.
6.
7.
8.

Test Driving
Free Driving
Hoarding
Discounts
Advertisement in Newspaper and magazines
Gift Schemes
Free Services
Mileage Contents

Promotional expenses have been borne by both United Automobiles 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 United Automobiles:


27

Working hours in United 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.

PRODUCT AVAILABLE AT UNITED AUTOMOBILES:

United Automobiles has franchise of M&M Company. M&M Company manufacturer


various types of MUVs and LCVs.

These are:
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

28

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

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

29

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

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

Table No. 1 Satisfaction towards Mahindra two wheelers.


Factor
Satisfied
Dissatisfied
Total

No. of Respondent
24
26
50

30

Percentage (%)
48
52
100

Dissatisfied; 53%

Satisfied; 47%

Interpretation 1:
The sample drawn on probability basis shows that 48% of the customers were satisfied
with two wheelers variant and only 52% were not satisfied with two wheelers variant.
Most of the respondents approached were satisfied with two wheelers.

Table No: 2 Factors affecting customer satisfaction towards Mahindra two wheelers.

Factor
Features
Low Maintenance
Comfort
Style
After Sales Service
Total

No. of Respondent
6
17
9
8
10
50

31

Percentage(%)
12
34
18
16
20
100

Features; 12%
After Sales Service; 20%
Style; 16%

Low Maintenance; 34%

Comfort; 18%

Interpretation 2:
The sample drawn on the probability basis clearly shows that 34% (51respondents)
are the opinion that low maintenance is the satisfaction factor two wheelers and 20 %(30
respondents) of them who view After Sales Service as a vital factor for customer
satisfaction.Followed by Comfort which corresponds to 18 %( 27 respondents), Style with
16%(respondents)and only 12%(18 respondents) of them view that feature of two wheelers as
satisfaction factor.
Observation:
Majority of the respondent are of the idea that low maintenance of the top mostfeature
contributing to customer satisfaction followed by after sales services comfort style and
features.

Table No: 3 Customer opinions towards fuel consumption.

Factor
Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Total

No. of Respondent
13
25
8
4
50

32

Percentage(%)
27
49
17
7
100

Dissatisfied; 7%
Extremely Satisfied; 27%
Neutral; 17%

Satisfied; 49%

Interpretation 3:
Out of the total respondents 49% of the respondents approached were satisfied with
the fuel consumption of the two wheelers. Followed by 27% was extremely satisfied, 17% are
neutral and rest of the 7% is more dissatisfied with fuel consumption of two wheelers.
Observation:
As majority of the respondents are satisfied with the fuel consumption of Mahindra two
wheelers, 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.

Table No: 4 Customer opinions toward Safety and Comfort.

Factor
Extremely Satisfied
Satisfied
Neither Satisfied &
Dissatisfied
Dissatisfied
Total

No. of Respondent
11
24
10

Percentage(%)
23
47
20

5
50

10
100

33

Dissatisfied; 10%
Extremely Satisfied; 23%
Neither Satisfied & Dissatisfied; 20%

Satisfied; 47%

Interpretation 4:
Out of the total respondents 47% of the respondents approached were satisfied with the
safety and comfort feature of the two wheelers. Followed by 27% was extremely satisfied,
17% are neutral and rest of the 7% was dissatisfied with safety and comfort feature of two
wheelers.
Observation:
As majority of the respondents are satisfied with the safety and comfort feature of
Mahindra two wheelers, 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 opinionthat the fuel consumption is a dissatisfying factor.
: 5 Customer opinions toward Design.

Factor
Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Total

No. of Respondent
10
20
13
7
50

34

Percentage(%)
20
40
27
13
100

Dissatisfied; 9%
Neutral; 10%
Satisfied; 23%

Extremely Satisfied; 59%

Interpretation 5:
Out of total respondents 40% of the respondents approached were satisfied with the
Design of the Rodeo. 20% were more satisfied, 27% of them neutral and 13% are dissatisfied
with the design of the two wheelers.
Observation:
As majority of the respondents are satisfied with the design of Mahindra two
wheelers, 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 fuelconsumption is a dissatisfying factor

Table No: 6 Customer opinions toward space availability in Mahindra two wheelers.
Factor
More Satisfied
Satisfied
Neither Satisfied &
Dissatisfied
Dissatisfied
Total

No. of Respondent
11
22
12

Percentage(%)
23
43
27

5
50

7
100

35

Dissatisfied; 7%
More Satisfied; 23%
Neither Satisfied & Dissatisfied; 27%

Satisfied; 43%

Interpretation 6:
The sample drawn on the probability basis shows that out of 100% of respondents
53% of the respondents approached were satisfied with the space availability of the two
wheelers. 27% were more satisfied, 17% of neither satisfied and dissatisfied and 3% are
dissatisfied with the space availability of the two wheelers.
Observation:
As 80% of the respondents are happy with the space availability of the Mahindra
Rodeo 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
vehiclein the same category launched very recently.
Table No: 7 Customer satisfactions toward Maintenance of Mahindra two wheelers.

Factor
Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Total

No. of Respondent
11
26
10
3
50

36

Percentage(%)
23
51
21
5
100

Dissatisfied; 5%
Extremely Satisfied; 23%
Neutral; 21%

Satisfied; 51%

Interpretation 7:
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 two wheelers.
23% were extremely satisfied, 21% of neutral and 5% are dissatisfied with themaintenance.
Observation:
Though majority of the customer are satisfied that the maintenance cost of Mahindra
two wheelers is less, around 20% are not satisfied which may be because of comparison of
Mahindra two wheelers with the newly launched competing brands coming with even lower
maintenance cost.

Table No: 8 Customer awareness about Digital display.


Option
Aware
Unaware
Total

No. Of Respondent
40
10
50

37

No. Of Respondents (%)


80
20
100

Aware

Unaware

20%

80%

Interpretation 8:
Out of total respondents, 80% of the respondents approached were aware of the power
steering present in some variant of two wheelers and 20% were not aware of the power
steering present in some variant of two wheelers.
Observation:
Most of the respondents approached were aware of power steering system introduced
in some variants of two wheelers.

Table No: 9 Customer perceptions about Mahindra two wheelers.

Option
Very Good
Good
Average
Bad
Very Bad

No. Of Respondent
7
19
13
8
12
38

No. Of Respondents (%)


15%
38%
26%
16%
5%

Total

50

Very Bad; 5%

100%

Very Good; 15%

Bad; 17%

Good; 38%

Average; 26%

Interpretation 9:
The sample drawn on the probability basis shows that out of 100% of respondents
47% of the respondents gave Good response to Mahindra two wheelers. 20% gave Very Good
response, 21% gave Average response and 12% gave bad response to Mahindra two wheelers.
Observation:
As 67% of the respondents are satisfied that they are happy with two wheelers, 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.

FINDINGS:
Based on the data gathered by administrating schedules to customers the following
observations are made.

Mahindra two wheelershas excellent percentage of customer satisfaction according to


the data own in table of the data analysis and Interpretation topic.

39

Most of the people are satisfied with its low maintenance cost and after sales service
provided by Mahindra two wheelers.

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
aresatisfied with it.

Large numbers of Mahindra two wheelers user are aware of its Digital Display.

If we took the satisfaction level of people toward Mahindra two wheelers, it becomes
good.

Its features and style satisfy most of the people.

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 take not only maintain the existing
standard but also enhance them.

40

M&M Company needs additional sales promotional aactivities.

Company should give more advertisements in magzines and newspaper to make them
aware and to attract customers.

Dealer should attract customers by giving special reduction in prices at the time of
festivals.

CONCLUSION

Due to the companys goodwill in the market it is preferred by people but make it like by
many other people it can indulge into more aggressive promotion for better result. This will
result into more popularity among the people specially the youth. Mahindra2wheelers can
come out with new and innovative products with the help of new techniques and innovation.
Though promotion is not only via T.V as is not affordable by every person they can have
more hording and radio advertisement done. The prices are also very reasonable for people to
buy to the product of Mahindra2wheelers which is an advantage to the company as people
can afford if and purchase for their product as well as demand for it too.

Mahindra two wheelers hasa very good market share in the state of Gujarat forthe
Scooter segment.

The company is offering good services, which is reflected on thesatisfaction of the


Customer.

41

Majority of the customer are satisfied with the design of the vehicle.

BIBLIOGRAPHY
BOOKS

Kothari C.R. Research Methodology Methods & Techniques, Revised Second

EDITION (New age international publishers), 2013.


Kotler Philip, Keller Lane Kvin Marketing Management.12 thEdition Pearson

Education .
Rastogi&Pandey Manpower Planning ,Educational publishers 1684, Naisarak

,delhi.
Das Subhasish Customer Relationship Management Edition (2007)(2010)
Peelen Ed Customer Relationship Management, Publication Pearson Education.
Kumar Arun, Minakshi N. Marketing ManagementVikash Publication 1st Edition

2006. P.No.213,14.
Kotler Philip, Kooshy Abhram, Marketing Management13 th Edition Pearson

Education P.No.115,116,120.
Sudha G.S.(2012-2013),Human Resource Management RBD Publications.

Websites
www.mahindra2wheelers.com
www.automobile.com
42

REFERENCES:
Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes
capable of being incorporated in the measure of customer satisfaction.
Ganguly and Roy (2012) studied the factors affecting customer satisfaction in mahindratwo
wheeler.
Dutta and Basak (2008) suggested that company should improve their recovery performance.
Ganguly.S,&Roy,S.K. (2011). Generic technology-based service quality dimensions in
automobile impact on customer satisfaction and loyalty. International journal ofautomobile
marketing, 292(2),168.
Variawa (2010) analyzed the influence of packaging on consumer decision making process
for fast moving consumer goods.
John, Joby (2003). Fundamentals of Customer-Focused Management: Competing Through
Service. Westport, Conn.: Praeger
Batra, Rajeev and Olli T. Athola (1990), Measuring the Hedonic and Utilitarian Sources of
Consumer Attitudes, Marketing Letters, 2 (2), 159-70.
Berry, Leonard L.; A. Parasuraman (1991). Marketing Services: Competing Through
Quality. New York

43

Kessler, Sheila (2003). Customer satisfaction toolkit for ISO 9001:2000. Milwaukee, Wis.:
ASQ Quality Pres

ANNEXURE
Name
Mobile

Age

Location
Ques. 1 Satisfaction towards Mahindra two wheelers.
a) Satisfied
b) Dissatisfied
Ques.2 Factors affecting customer satisfaction towards Mahindra two wheelers.
a)
b)
c)
d)

Low maintenance
Comfort
Style
After sale services

Ques.3 Customer opinions towards fuel consumption.


a)
b)
c)
d)

Extremely satisfied
Satisfied
Neutral
Dissatisfied

Ques.4 Customer opinions toward Safety and Comfort.


a) Extremely satisfied
44

b) Satisfied
c) Neutral
d) Dissatisfied
Ques.5 Customer opinions toward Design.
a)
b)
c)
d)

Extremely satisfied
Satisfied
Neutral
Dissatisfied

Ques.6 Customer opinions toward space availability in Mahindra two wheelers.


a)
b)
c)
d)

Extremely satisfied
Satisfied
Neutral
Dissatisfied

Ques.7 Customer satisfactions toward Maintenance of Mahindra two wheelers.


a)
b)
c)
d)

Extremely satisfied
Satisfied
Neutral
Dissatisfied

Ques.8 Customer awareness about Digital display.


a) Aware
b) Unaware
Ques.9 Customer perceptions about Mahindra two wheelers.
a)
b)
c)
d)
e)

Very good
Good
Average
Bad
Very bad

45

46