SUMMER TRAINING REPORT

ON
CUSTOMER SATISFACTION
( WITH SPECIAL REFERENCE TO MAHINDRA AND MAHINDRA Ltd.)

SUBMITTED IN PARTIAL FULFILLMENT TO

THE IIS UNIVERSITY

For the Degree of
MBA-Human Resource
Management
(Department of HRM &IB )
SUBMITTED TO: Dr. SEEMA SINGH RATHORE
ADDITIONAL HEAD
DEPTT. HRM & IB

SUBMITTED BY:
JASHANDEEP
MBA(HR) SEM- III
ICG/2013/15714
2014 - 15

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. customer satisfaction .If customer is fully satisfied by the
product it not only rub the organization successfully but also fetch
many benefits for the company . They are less process sensitive and
they remain customer for a longer period. They buy addition
products overtimes as the company introduce related produce
related products or improved, so customer satisfactions is gaining a
lot of importance in the present day.

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.

RESEARCH METHODOLOGY

A research process consists of stages or steps that guide the

project

from

its

conception

through

the

final

analysis,

recommendations and ultimate actions. The research process

provides a systematic, planned approach to the research project
and ensures that all aspects of the research project are consistent
with each other.

OBJECTIVE OF THE STUDY

To gather information about customer satisfaction toward

mahindra2wheelers in the geographic region of Sriganganagar.

To know the customer perception about features, 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

SCOPE OF THE 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.

SAMPLING

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

DATA COLLECTION
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 openend 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.

REVIEW OF LITERATURE

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.

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.

LIMITATIONS OF STUDY

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

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

other places i.e. locally and even in the neighboring states. Only opinion of
respondents of Sriganganagar city was consider for finding out the opinions
of respondents.

COMPANY PROFILE
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, 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. It assembled CKD jeeps in 1949. Over the passing years, the
company expanded itsbusiness and started manufacturing light commercial
vehicles (LCVs) and agricultural tractors .Apart from agricultural tractors and
LCVs, Mahindra & Mahindra also show edits dexterity in manufacturing army
vehicles. Soon, it started its operations abroad, through its plants set up in
China, the United Kingdom and the USA

DATA ANALYSIS AND INTERPRETATION

. 1 Satisfaction towards Mahindra two
wheelers

Dissatisfied; 53%

Satisfied; 47%

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.

2. Factors affecting customer satisfaction towards Mahindra two

wheelers.

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

Low Maintenance; 34%

Comfort; 18%

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.

3. Customer opinions toward Safety and Comfort.

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

Satisfied; 47%

Interpretation:
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.

FINDINGS
Mahindra two wheelers as excellent percentage of customer
satisfaction according to the data own in table of the data analysis
and Interpretation topic.

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.

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.

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.

BIBLIOGRAPHY
BOOKS
Kothari C.R. Research Methodology Methods & Techniques,
Revised Second EDITION (New age international
publishers), 2013.
Kotler Philip, Keller Lane Kvin Marketing
Management.12thEdition Pearson Education .
Rastogi &Pandey Manpower Planning ,Educational
publishers 1684, Naisarak ,delhi.

REFERNCES

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.

THANK YOU