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EXECUTIVE SUMMARY
Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India, today announced the financial results for the quarter ended 31st March 2009 and the audited results for the year ended 31st March 2009.
The gross revenue and other income of M&M for the quarter is Rs. 4171.6 crores as against Rs. 3666.3 crores during the corresponding period last year a growth of 13.8%.
During the quarter, the company's Profit after tax shot up 89.1% to Rs.418.1 crores, as against Rs.221.1 crores in the same period last year.
The main objective of the study is to know the Customer Buying Behaviour & Customer satisfaction towards Mahindra XYLO, a new MPV recently launched by Mahindra.
The survey involved gathering wide information about the company, its products, customer buying behaviour and impact of various competitive firms on the company.
From the information collected, various aspects were identified by the company, where there is a needs to focus more to improve the efficiency of marketing team of Mahindra Automotives.
The research was conducted through collection of primary and secondary data. Secondary data was collected through visiting various web sites, automobile magazines and other reliable sources. Primary data was collected through a well framed questionnaire, from which a detailed analysis was done using various statistical I.T. tools.
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On the basis of the secondary data analysis and the extensive analysis of the primary data, interpretations were drawn for the questions and on the basis of those interpretations conclusion and suggestions were drawn.
TOYOTA INNOVA could be a major threat to Mahindra XYLO. Because 25% to 30% customers have changed their decision from INNOVA to XYLO. 25 to 30% customers wanted to buy TOYOTA INNOVA but after launching the MAHINDRA XYLO they changed their decision.
Customers are highly dissatisfied with the XYLO E2 model. The customers are not ready to pay 6,50,000/- to buy the base model of the XYLO, but they are very much ready to pay 8,00,000/- to buy top model (E8).
Mahindra Automotives has to increase its market share in commercial passenger segment and also in MPVs.
There is very less advertising for Mahindra XYLO. The advertising has to be done repeatedly so that the brand awareness could be maintained and new customers are attracted, which helps in improving the market share.
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INTRODUCTION
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Definition:
Consumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a product or service.
Consumer behaviour involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general.
Buyer behaviour has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.
Consumer buying behaviour is influenced by the major three factors: 1. Social Factors 2. Psychological Factors 3. Personal Factors.
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A. Social Factors
Social factors refer to forces that other people exert and which affect consumers purchase behaviour. These social factors can include culture and subculture, roles and family, social class and reference groups.
Example:
By taking into consideration Reference group, these can influence/ affect the consumer buying behaviour. Reference group refers to a group with whom an individual identifies herself/ himself and the extent to which that person assumes many values, attitudes or behaviour of group members. Reference groups can be family, school or college, work group, club membership, citizenship etc. Reference groups serve as one of the primary agents of consumer socialization and learning and can be influential enough to induce not only socially acceptable consumer behaviour but also socially unacceptable and even personal 6 destructive behaviour. For example, if fresher student joins a college / university, he/she will meet different people and form a group, in that group there can be behaviour patterns of values, for example style of clothing, handsets which most of group member prefer or even destructive behaviour such as excessive consumption of alcohol, use of harmful and addictive drugs etc. So, according to how an individual references him / herself to that particular reference group, this will influence and change his/her buying behaviour.
A. Psychological Factors These are internal to an individual and generate forces within that influence her/his purchase behaviour. The major forces include motives, perception, learning, attitude and personality.
Example: Attitude is an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment. Consumer form attitude towards a brand on the basis of their beliefs about the brand. For example, consumers of Sony products might have the belief that the products offered by Sony are durable; this will influence those customers to buy Sony products due to this attitude towards the brand.
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C. Personal Factors
These include those aspects that are unique to a person and influence purchase behaviour. These factors include demographic factors, lifestyle, and situational factors.
Example:
Lifestyle is an indicator of how people live and express themselves on the basis of their activities, interests, and opinions. Lifestyle dimension provide a broader view of people about how they spend their time the importance of things in their surroundings and their beliefs on broad issues associated with life and living and themselves. This is influenced by demographic factors and personality.
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Definition:
Consumer buying decision process is the processes undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service.
Need Recognition
Search Information
Alternative Evaluation
Purchase Action
Post Purchase
Need Recognition
Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or problem. This is the vital stage in buying decision process, because without recognizing the need or want, an individual would not seek to buy goods or service. There are several situations that can cause problem recognition, these include:
Depletion of stock Dissatisfaction with goods in stock Environmental Changes Change in Financial Situation Marketer Initiated Activities Example:
When a person recognizes that he/she is having a difficulty that he/she is not able to travel with his/her family member. Then recognizes that his/her must have car and needs to buy a new car.
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Information Search
After the consumer has recognized the need, he / she will trying to find the means to solve that need. First he will recall how he used to solve such kind of a problem in the past, this is called nominal decision making. Secondly, a consumer will try to solve the problem by asking a friend or goes to the market to seek advice for which product will best serve his need, this is called limited decision making.
Sources of information include: Personal sources Commercial Sources Public sources Personal experience
Alternatives evaluation
Consumers evaluates criteria refer to various dimension; features, characteristics and benefits that a consumer desires to solve a certain problem. Product features and its benefit is what influence consumer to prefer that particular product. The consumer will decide which product to buy from a set of alternative products depending on each unique feature that the product offers and the benefit he / she can get out of that feature.
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Purchase Action
This stage involves selection of brand and the retail outlet to purchase such a product. Retail outlet image and its location are important. Consumer usually prefers a nearby retail outlet for minor shopping and they can willingly go to a far away store when they purchase items which are of higher values and which involve higher sensitive purchase decision. After selecting where to buy and what to buy, the consumer completes the final step of transaction by either cash or credit.
Post-purchase Actions
Consumer favourable post-purchase evaluation leads to satisfaction. Satisfaction with the purchase is basically a function of the initial performance level expectation and perceived performance relative to those expectations. Consumer tends to evaluate their wisdom on the purchase of that particular product. This can result to consumer experiencing post purchase dissatisfaction. If the consumers perceived performance level is below expectation and fail to meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or the outlet will not be considered by the consumer in the future purchases. This might cause the consumer to initiate complaint behaviour and spread negative word-of-mouth concerning that particular product.
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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.
The actual horseless carriage was introduced in the year 1893 by brothers Charles and Frank Duryea. It was the first internal-combustion motor car of America, and it was followed by Henry Ford's first experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an aluminium body.
It was usually driven by chauffeurs 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 aluminium body.
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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 predecessors.
The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires.
The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It was built on compact and stylized lines, and was capable of 230 kmh (144 mph).
This was the Indian automobile history, and today modern cars are generally light, aerodynamically shaped, and compact.
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The automobile industry in India is on an investment overdrive. Be it passenger car or twowheeler 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. Over the next one year, some 20 new cars will be seen on Indian roads. Take note of this, Maruti Udyog is coming up with new SPLASH during the next few months. Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be launching a mini and may be a compact car. Most of the companies have made their intentions clear. Maruti Udyog has set up the second car plant with a manufacturing capacity of 2.5 lakh units per annum for an investment of Rs 6,500 crore (Rs 3,200 crore for diesel engines and Rs 2,718 crore for the car plant itself).
Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3 years. Hyundai will bring in more than Rs 3,800 crore to India. Tata Motors will be investing Rs 2,000 crore in its small car project.
General Motors will be investing Rs 100 crore, Ford about Rs 350 crore and Toyota announced modest expansion plans even as Honda Siel has earmarked Rs 3,000 crore over the next decade for India - a sizeable chunk of this should come by 2010 since the company is also looking to enter the lucrative small car segment. . Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have each announced well over Rs 1,000 crore of investment. Mahindra & Mahindra's joint venture with International Trucks is expected to see an infusion of at least Rs 500 crore.
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The Indian automotive market managed to stand up to the vagaries of the economic meltdown to show slightly positive growth during fiscal 2008-09. Overall vehicle sales at 97.23 lakh grew 0.71 per cent from 96.54 lakh units in 2007-08.
When major automotive markets reported a 30-40 per cent decline, only a handful of countries managed to show positive growth. A few months ago, India was looking at negative growth but has turned around. It is actually better than expected.
Passenger vehicle sales at 15.51 lakh registered flat growth while commercial vehicle sales showed a 21 per cent drop.
SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per cent growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent growth for passenger vehicles. The three-wheeler segment may grow 5-8 per cent growth while twowheelers may show 3-5 per cent growth.
The passenger vehicle market has weathered the downturn largely due to market leader Maruti Suzuki which holds 48 per cent of the market. The compact car giant clocked 7.22 lakh units for 2008-09. Closest rival Hyundai Motor India sold 2.44 lakh cars, a growth of 13 per cent. Tata Motors sales grew 1.3 per cent at 2.30 lakh units while Mahindra & Mahindra posted 2.5 per cent growth at 1.06 lakh units.
Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motors numbers fell 15 per cent to 46,892 units while Ford Indias sales were down 17 per cent to 27,976 units. Honda Siel Cars India also saw a 17 per cent drop at 52,420 units while General Motors India was down 8 per cent to 61,526 units.
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Among commercial vehicle makers, all major players saw substantial fall in volumes. Market leader Tata Motors with a 60 per cent plus share, showed 22 per cent drop in numbers at 2.34 lakh units while Ashok Leyland showed 37 per cent drop at 47,632.
Eichers sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per cent at 7,819 units. The freight movement is unlikely to improve this fiscal which will impact truck sales.
Two-wheeler sales grew 2.6 per cent to 74.38 lakh units. Hero Honda has made up for the erosion of sales volume for other two-wheeler makers including Bajaj Auto and TVS Motor Company, said Mr. Matta. Hero Honda clocked 36.40 lakh units, a growth of 12.5 per cent. Bajaj Autos volumes dropped 23 per cent to 12.86 lakh units while TVS saw a marginal decline at 11.36 lakh units. Honda Motorcycle and Scooter Indias sales surged 16 per cent to 10.15 lakh units.
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Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed. Later on, after the partition of India, one of the partners - Ghulam Mohammad - returned to Pakistan, where he became Finance Minister. As a result, the company was renamed to Mahindra & Mahindra in 1948.
M&M started its operation as a manufacturer of general-purpose utility vehicles. It assembled CKD jeeps in 1949. Over the passing years, the company expanded its business and started manufacturing light commercial vehicles (LCVs) and agricultural tractors.
Apart from agricultural tractors and LCVs, Mahindra & Mahindra also showed its dexterity in manufacturing army vehicles. Soon, it started its operations abroad, through its plants set up in China, the United Kingdom and the USA.
M&M partnered with companies prominent in the international market, including Renault SA, International Truck and Engine Corporation, USA, in order to mark its global presence. M&M also started exporting its products to several countries across the world. Subsequently, it set up its branches including Mahindra Europe Srl (based in Italy), Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.
At the same time, M&M managed to be the largest manufacturer of tractors in India, by holding leadership in the market of the country, for around 25 years. The company is an old hand in designing, developing, manufacturing and marketing tractors as well as farm implements. It made its entry to the passenger car segment in India, with the manufacture of Logan (mid-size sedan) in April 2007, under the Mahindra Renault collaboration.
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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.
MAHINDRA INGENIO
Mahindra & Mahindra is planning to launch a new multi-purpose vehicle (MPV) to take on the Toyota Innova and the Chevrolet Tavera in both the individual buyer and taxi segments. Mahindra has currently named the project Ingenio. The vehicle is expected to hit the market in2009
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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.
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.
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MAHINDRA SCORPIO
MAHINDRA BOLERO
MAHINDRA XYLO
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MAHINDRA MARSHAL
MAHINDRA MAXX
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Chairman, Mr. Keshub Mahindra was awarded the Business Visionary Award 2006 instituted by the National Institute of Industrial Engineering (NITIE), Mumbai. Chairman, Mr. Keshub Mahindra was also awarded the prestigious IBS Kolkata Lifetime Achievement Award for his unparalleled contribution to industrial growth and social and economic development of the community. It was presented by the Institute of Chartered Financial Analysts of Indias (ICFAI) India Business School (IBS), Kolkata, at the Strategy Summit 2007, held in Kolkata.
Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number of prestigious awards in 2006-07, including:
The prestigious CNBC Asia Business Leader of the Year Award for the Year 2006 as well as the CNBC TV India Business Leader of the Year Award. The CEO of the Year award at the India Brand Summit 2006 co-sponsored by Business Standard and ITM Business School in association with Times Now and DNA newspaper.
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The LMA Entrepreneur of the Year 2006 award, instituted by the Ludhiana Management Association (LMA).
The Most Inspiring Corporate Leader of the Year Award by NDTV Profit The NDTV Profit Car & Bike Award 2007 for Automobile Man of the Year.
Mr. Anand Mahindra was also nominated as a Member of the Council of the Executive Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He was featured in the list of 50 Most Influential Indians in Business Weeks edition dated August 13, 2007
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.
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.
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Mahindra & Mahindra was honoured 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.
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 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.
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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 recognises 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 fibre of the organization.
MANUFACTURING
SUPPLY
CHAIN
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.
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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
M&M was ranked 31st in Business Todays annual survey of Indias most valuable companies.
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MILESTONES OF MAHINDRA&MAHINDRA
YEAR
ACHIEVMENTS
1947
In October, the first batch of 75 Utility Vehicles (UVs) imported in CKD condition from Willys overland Export Corporation.
1949
Lease of 11,071 Sq. yards at Mazagaon from British India Steam navigation. The first Willys Overland Jeep built in India at the Assembly Plant , Mazagaon, Bombay (now Mumbai).
1954
Manufacture of Vehicles undertaken in collaboration with Kaiser Jeep Corporation and American Motors Corporation.
1962
Indigenous content of Jeep goes up to 70 per cent. To centralise manufacturing operations, 137 acres of land purchased at Kandivli.
1965
1967
Two wheelers drive Utility Vehicles introduced. The 101" wheel base and Metal Body UVs introduced. Indigenous content goes up by 97 per cent.
1969
The start of vehicles export. Export of total 1200 UVs along with spare parts to Yugoslavia. Exported also to Ceylon, Singapore, Philippines and Indonesia.
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1970
The contracts to export of 3304 vehicles, mainly to Yugoslavia and Indonesia concluded.
1971
1974
Maxi miller campaign launched for the conservation of fuel. CJ 4A was introduced with new transmission and axle ratio. Collaboration agreement with Jeep corporation (subsidiary of AMC, Detroit).
1975
FC 260 Diesel light truck and CJ 500 D Diesel was introduced with MD 2350 Diesel Engine.
1979
The Government of India approves in principle, technical collaboration with Peugeot (France) for the manufacture of XDP 4.90 Diesel Engine.
1981
The Nasik Trucks Assembly Plant and Peugeot Engine Assembly Plant at Ghatkopar inaugurated. NC 665 DP Mini Truck rolls out from Nasik Assembly Line.
1983
FJ 460 model was introduced with 4 speed gear box. Engine plant at Igatpuri formally inaugurated by Mr. Jean Boillot, President of Automobiles Peugeot of France for the manufacture of 25,000 Peugeot and Petrol engines.
1985
The New Mahindra Vehicle-MM 540 was launched in Bombay. NC 640 DP with 4 speed gear box and Mahindra MM 440 was introduced.
1986
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1987
1988
M&M signed a MoU with Hyderabad Allwyn Nissan Limited to form Mahindra Nissan Allwyn Ltd., as its associate company with LCV operations in Andhra Pradesh. The CJ 340 DP model was introduced. M&M and Peugeot announced their tie up for the manufacture of Peugeot 504 pickup truck, BA 10 gear boxes and latest XD 3 diesel engines. M&M acquired automotive pressing unit at Kanhe, from Guest Keen Williams Ltd.
1989
1991
Introduced CJ 500 DI model with MDI 2500 A direct injection diesel engines. M&M bags order to export 10,000 CKD kits. Commander range of models: 650 DI, 750 DP/HT were also launched with tremendous market response.
1993
1995
Mahindra Nissan Allwyn Ltd. (MNAL) was merged with M&M and Zaheerabad LCV operations becoming part of Automotive Sector. FJ series of LCVs were shifted from Nasik to Zaheerabad. Igatpuri Engine Plant received ISO 9002 certificate.
1996
The new LCV model Cabking DI 3150 & Mahindra Classic vehicles were launched. New Commander 5 Door Hard Top introduced.
1997
Commercial production of the Ford Escort commenced at Nasik Plant. License & Technical Assistance Agreement signed with Mitsubishi Motors Corporation for Manufacture of SL Body at Zaheerabad (Voyager with XD 3 and BA 10). Kandivli and Nasik plants received ISO 9002 certificate from RW-TUV.
1998
Die shop Inauguration at Nasik Plant 2-8/8/97. Voyager was launched by the Chairman at Zaheerabad Plant on 12/11/97
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COMPANY PERFORMANCE
Sales Performance
Mahindra & Mahindra Ltd. (M&M Ltd.), a part of the US $6.7 billion Mahindra Group, has announced its February 2009 automotive sales figures. Our sales figures this month have been bolstered by impressive numbers for all M&M Ltd. products, which have registered a growth of 21.6%. The XYLO, which launched in January 2009, is doing especially well with sales of 2287 nos. in February 2009, said Mr. Rajesh Jejurikar, Chief of Operations, Automotive Sector, Mahindra & Mahindra Ltd.
M&M automotive sectors total volumes (including joint ventures) for the month of February 2009 stand at 19594 units, as against 18379 units in February 2008.
The company sold a total of 19894 vehicles (Domestic + Exports) in February 2009, as against 19674 vehicles (Domestic + Exports) sold in February 2008.
M&Ms YTD volumes for the month of February 2009 stand at 194467 units, as against 195849 units in the same period last year. M&M exported 300 units in February 2009, as against 1295 units exported in February 2008. Mahindra Group is the first Indian company to sponsor a car in the NASCAR Nationwide Series. Incidentally, it's the group's second year as a NASCAR racing team sponsor. Last year they sponsored the McDonald Motor sports team which runs the No. 81 car in the Nationwide Series.
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SALES PERFORMANCE
SEGMENT
FEB-09
FEB-08
YTD FEB-09
YTD-FEB-08
Uvs
14720
12562
133682
133395
3-WHEELERs
3415
2347
40490
30321
UVs + 3 WHEELERs
18135
14909
174172
163716
LOGAN**
1008
2751
12461
22823
LCVs**
451
719
7834
9310
EXPORT
300
1295
8039
10805
TOTAL SALE
19894
19674
202506
206654
Mahindra Navistar Automotives Limited Exports Sales is 75 Vehicles Logan: Mahindra Renault Pvt. Ltd. Exports Sales is 100 Vehicles
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Mahindra and Mahindra (M&M) has announced that its stand-alone net profit for the third-quarter in FY 2008-09 declined by over 99%, to Rs 11.96 million, from Rs 4.05 billion in Q3, FY 200708.
M&Ms total income for Q3 decreased to Rs 25.62 billion, from Rs 29.8 billion in the year-ago period. According to the company, the poor performance is due to exchange losses to the tune of Rs 1.82 billion, high inflation of earlier months and the ongoing economic recession.
During the nine-month period ended 31st December 2008, M&M's net profits touched Rs 5.8 billion as against Rs 6.52 billion in the year-ago period.
Remember Bollywood actor Saif Ali Khan in Ta Ra Rum Pum? Not many remember much about the 2007 Bollywood flick, except perhaps the role Saif played of a NASCAR driver. Circa 2009. Car number 23, a Chevrolet, finished a distant 29th out of 43 starters at the NASCAR Nationwide Series race held at the Bristol Motor Speedway in the US on Saturday. Nothing much to be elated about, right? And what has that got to do with Saif's role, you might ask? There's a connection. For, Ta Ra Rum Pum was the first Hindi film to introduce the hugely popular motor sport of NASCAR to Indian audiences. And the No. 23 Chevrolet at Saturday's race was the only car to sport an Indian sponsor.
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Mahindra Group, through its parent company Mahindra USA, recently signed a 17-race primary and 18-race associate sponsorship of the 2009 Nationwide Series with R3 Motor sports the car, which sports the Mahindra Tractors brand on its livery, is driven by Robert RichardsonJr.
"When big sponsors, with multi-million dollar contracts, start pulling out, it creates opportunities for smaller companies, like Mahindra USA, to get involved in the sport for a fraction of what it would have cost a couple of years ago. We may never get the opportunity again to participate in such a visible and popular sport, so we are taking advantage of that. Anand Mahindra says.
NASCAR is a stock car racing series owned and operated by National Association of Stock Car Auto Racing (NASCAR). There are about 75 million NASCAR fans in the US, representing onethird of the adult population.
NASCAR is also a stepping stone to F1, or vice versa. Like 23-year-old Kyle Busch, arguably the most talented driver in NASCAR, and Danica Patrick, who are tipped to drive for the USF1 team in 2010. Likewise, former F1 champ Jacques Villeneuve chose NASCAR, following in the footsteps of Juan Pablo Montoya
Mahindra USA Tractors, maker of some of the world's most rugged and reliable compact tractors, utility tractors and full-size tractors. Since 1963, the company has been building heavy-duty farm tractors and farm equipment that outperforms the competition, combining a quality-built tractor with the biggest bang for your buck.
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PRODUCT PROFILE
MAHINDRA XYLO:
To build a car that has everything the customer wants, it is essential to understand what he wants first.
This has been the basic principle behind the Xylo. We started with the customer. To this end we spent time with car users, across the country, observing their interaction with cars. We watched how they entered vehicles, what they did inside, what they looked for. We noted down complaints and identified need gaps.
And then we started building the Xylo. From the inside out. This is the first time in India where the passenger compartment was designed well before the exteriors of the car. Every single learning was incorporated on a wooden buck (a mock car interior with instrument panel, steering wheel and seats). This was then tested with car customers for further feedback. And only after integrating every desired feature into the interior did we start with the exterior.
The result was a car that was fluent in form and function. A car that was truly world class. And a car that was in sync with your requirements.
Making the Mahindra Xylo meant challenging the limitations of every car before it. It meant determining the needs of our consumers. And pioneering technologies to meet those needs. The Mahindra Xylo was meant to be built around you, out of your needs.
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And it took 160 engineers to do just that. Engineers that were handpicked from across the country. Each of them regarded as an expert in their own field of automobile development. These engineers spent time with customers across the country, observing their interaction with vehicles. They identified need gaps and invented solutions to fill in these gaps. And the result was India's first car to be built inside out. Every need was catered to, every requirement met. And once the interiors were done, the exteriors began.
A lot of research and development has gone into bringing the Mahindra Xylo from the drawing board to 'on road'. And every manufacturing process has been optimised to handle this special car's special requirements. Like the body assembly procedures that are fully automated to ensure incredible levels of accuracy. So you can be sure that extra thought and effort have gone into making the Mahindra Xylo perfect in every way.
A WORLD CAR:
The Mahindra Xylo is truly a world car. Every single component of this vehicle has been sourced from only the finest across the globe. And has been specially designed to meet the demands of this car. Leading manufacturers Bosch, Lear, Motherson, Nippon, Subros, JBM, Spicer, Visteon, Lumax, Alf, Asahi, Sharda and Rane are a few examples of the kind of expertise that has gone into making the Mahindra Xylo. And together, they've made this car a masterpiece of technology and design that it is.
TESTED IN HELL:
The Mahindra Xylo's been sent to the most hellish testing conditions across the globe. And it has endured what most cars would submit to.
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Virtual ordeal
The most ruthless leg of testing happened in computerised virtual worlds, where the Mahindra Xylo was tested for durability, reliability, noise-vibration-harshness levels, crash worthiness, aerodynamics and more. As if the most demanding real-world simulations weren't enough, we inflicted damage beyond the wrath of nature. Thanks to advanced computer software, we were able to simulate ridiculously punishing conditions. Like testing the performance of the Mahindra Xylo overloaded with 24 adult passengers, or watching the Mahindra Xylo dealing with potholes three times the depth of regular ones. And the Mahindra Xylo did exceedingly well.
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XYLO FEATURES
STYLE:
The first thing you notice about the Mahindra Xylo is its masculinity. Its poise. And its attitude. You wonder if the aggressive front grill (with chrome slats) is responsible for this. For sure, the sleek, sloping bonnet adds to its imposing stance. And alloy wheels further enhance this car's allure. The sporty dials, the trims and the plush seating add to its style. All in all, this car surely puts sedans out of fashion.
COMFORT:
Here is a car that is literally built around you. Everything you need is within arm's length. The insides are literally packed with space, and thoughtful conveniences that no sedan can boast of.
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CONVENIENCE:
The Mahindra Xylo is full of clever ideas. The kind of ideas that are hard to find in a sedan. Like under-seat storage compartments. Perfect for that sneaker you might want to carry along. Or even the kids' sand kit. Want to catch up on that long overdue presentation on the way to office? Plug the laptop into the charging point in the middle row (because that's where you'll be sitting).
TECHNOLOGY :
If passenger comfort is one arm of the Mahindra Xylo, technology is the other. This car is packed with technical innovations. Take for example, the mEagle engine developed on the NEF CRDe platform. Or the Engine Immobiliser that makes the car theft resistant. The ultrasonic sensors embedded in the rear of the car that assist reverse parking. And the digital drive assist system that downloads all kinds of drive related information to you on the fly. All features you wish your sedan had.
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SAFETY:
Safety doesn't take the back seat in this car. Its toughened steel body is designed to disperse crash energy across the frame and away from the interior. Special crumple zones further enhance the safety of those inside. This car is vocal about safety too. In-built electronic sensors remind you to fasten seatbelts and lock doors.
sVARIANTS OF XYLO
E2 (BASE MODEL)
E4 (LOWER MODEL)
E6 (SPORTZ MODEL)
E8 (TOP MODEL)
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XYLO E2:
EXTERIOR
Ski rack (N/A) Body coloured electric Outside rear view mirrors BLACK (stalk) Fog lamps (N/A) Rear fog lamps (N/A) Wheel Cover (silver painted) Side body cladding (N/A) Coloured Bumpers (N/A) Coloured Grill (N/A) Coloured Handles & outside rear view mirrors & footstep end caps (N/A) Rear wash & wipe (rear wiper) (N/A)
INTERIOR
Digital Clock Digital Drive Assist System (N/A) Roof console for spectacle holder (N/A) Mobile charging points (front on IP) Courtesy lamps (1+1) Rear glass embedded antenna (N/A)
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SAFETY
Tubeless tyres intellipark reverse assist (N/A) Engine immobilizer (Transponder based)
XYLO E4
EXTERIOR
Ski rack (N/A)
Body coloured electric Outside rear view mirrors BLACK (stalk) Fog lamps (N/A) Rear fog lamps (N/A) Wheel Cover - Cap Side body cladding Coloured Bumpers (N/A) Coloured Grill (N/A) Coloured Handles & outside rear view mirrors & footstep end caps (N/A) Rear wash & wipe (rear wiper)
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INTERIOR
Digital Clock Digital Drive Assist System (N/A) Roof console for spectacle holder Mobile charging points (front on IP) Courtesy lamps (1+1) Rear glass embedded antenna (N/A)
SAFETY
Tubeless tyres intellipark reverse assist (N/A) Engine immobilizer (Transponder based)
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XYLO E6
EXTERIOR
Ski rack Body coloured electric Outside rear view mirrors Electric (Body Coloured) Fog lamps Rear fog lamps Wheel Cover - Cap Side body cladding Body Coloured (Steel insert) Coloured Bumpers Coloured Grill Coloured Handles & outside rear view mirrors & footstep end caps Rear wash & wipe (rear wiper)
INTERIOR
Digital Clock (N/A) Digital Drive Assist System (limited info) Roof console for spectacle holder Mobile charging points (front on IP and middle on centre console) Courtesy lamps (1+1+2) Rear glass embedded antenna
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SAFETY
Tubeless tyres intellipark reverse assist Engine immobilizer (Transponder based)
XYLO E8
EXTERIOR
Ski rack (N/A) Body coloured electric Outside rear view mirrors Electric (Body Coloured) Fog lamps Rear fog lamps Alloy wheels Side body cladding Body Coloured (Steel insert) Coloured Bumpers Coloured Grill Coloured Handles & outside rear view mirrors & footstep end caps Rear wash & wipe (rear wiper)
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INTERIOR
Digital Clock (N/A) Digital Drive Assist System Roof console for spectacle holder Mobile charging points (front on IP and middle on centre console) Courtesy lamps (1+1+2) Rear glass embedded antenna
Theatre Style Seating (7,8) Flat bed front seats Armrest for driver and co-driver 3 position lumbar support for front & middle captain seats Height adjustable driver seat Foldable flight trays Foldable arm rest in the middle and last seat with utility space Seat material made of fabric 8 front facing, 7seater (captain seats)
SAFETY
HVAC Surround cool dual ACs Floor console Power steering Puddle lamp on front & rear doors Tilt steering Keyless entry Central locking Power window Power window express up/down (driver side) with anti-pinch Two DIN audio system Rear defogger Electric remote fuel lid opener
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DEALERS PROFILE
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Narayan Automobiles was established in 1945. Narayan automobiles were the first authorised dealers of M&M.
Our Distinction:
One of the largest authorised 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 duo to our successful sales record and quality. Our facilities have remained unsurpassed, as we strive everyday to better our self.
Commanding Presence:
Narayan 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.
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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.
Ours is one of the few service centres 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.
Our dedicated team of mechanical specialities 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.
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Our sales team give 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
Since 1945, when M&M first began manufacturing MUVs & LCVs, M&M have been engaged in a single-minded endeavour 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.
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Promotional Activities:
The promotional activities adopted by Narayan 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 Narayan 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 hours in Narayan 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.
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Narayan 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
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MAHINDRA SCORPIO
SCORPIO VARIANTS
SCORPIO M2DI
6,92,873
SCORPIO Lx mHawk
7,37,737
8,37,705
9,38,638
10,18,427
MAHINDRA BOLERO
BOLERO VARIANTS
EX-SHOWROOM PRICE
BOLERO DI
BOLERO SLE
5,60,519
BOLERO SLX
6,12,820
BOLERO PICKUP
4,56,983
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LOGAN VARIANTS
EX-SHOWROOM PRICE
4,84,471
5,09,696
LOGAN GLX 1.6 LOGAN GLS 1.6 LOGAN GLSX 1.6 LOGAN DLE 1.5 LOGAN DLX 1.5 LOGAN DLS 1.5 LOGAN DLSX 1.5 LOGAN GLX 1.4 EDGE LOGAN GLSX 1.6 EDGE LOGAN DLX 1.5 EDGE LOGAN DLS 1.5 EDGE LOGAN DLSX 1.5 EDGE
5,47,169 5,75,727 5,95,292 5,97,605 6,40,791 6,86,631 7,06,195 5,41,752 6,27,378 6,72,850 7,20,204 7,39,787
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EX-SHOWROOM PRICE
3,19,000
MAHINDRA MAX
MAXX VARIANTS
EX-SHOWROOM PRICE
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The study has been under taken to analyze the customer buying behaviour towards the Mahindra XYLO in Lucknow with a special reference to the M&M motors, the other objectives are:
To provide suggestions, in improving the customer satisfaction and the company sales and profitability and image to increase the brand level.
To know the perception towards the Brand about the sales service offers to buy M&M products.
To know the customer opinion of various cars in Lucknow and Gorakhpur city.
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DESIGN OF STUDY
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RESEARCH METHODOLOGY
RESEARCH METHOD
Two broad research methodologies can be used to answer any research question. They are Experimental research or Non experimental research. In experimental research, there is control over the extraneous variable and manipulation of at least one variable investigator. In Non experimental research, there is no intervention beyond that needed for the purpose of measurement.
RESEARCH DESIGN:
A research design is a statement or specification of the methods and procedures used for acquiring the information needed for the solution of some specific problems. It provides a scientific frame work for conducting a research.
Although research design may be classified by many criteria, the most useful one concerns the major purpose of the investigation. On the basis, research design can be classified into three classes Exploratory, Descriptive and Casual. If no formal design or structural questionnaires are used, exploratory design is used. If a person is conversant with the problem environment, or is conducting the research for some specific purpose using structural questionnaire to gather information, the research design is descriptive. Casual research design is used to establish cause and effect relationship.
For descriptive studies and also casual studies, data analysis and project output are critical aspects of research planning. This study uses descriptive design.
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9. Finding out the type of information required in the investigation process. 10. Establishing the facts that are available at present and the additional facts required. 11. Identification of the source from where they can be available. 12. Selection of appropriate information collection method.
The data required from this study is collected from primary and secondary sources; The data collected are both Quantitative and Qualitative.
PRIMARY SOURCES:
The primary source used for gathering data required for this survey is Survey method.
In the survey method a Survey of the consumers behaviour towards Four-wheeler is done. A planned effort is made using structured questionnaire to interview the respondents. The respondents are the owner of the four-wheeler, who are interviewed, are chosen using non probability sampling method. The survey can be done through personal interviews. In this study respondents are interviewed personally so that the errors involved in gathering primary data are minimized.
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SECONDARY SOURCES:
1. Internal Sources
Companys Reports. Companys Publications. Companys Employees.
2. External Sources
Information was gathered from Magazines like Auto Expo, Car Bazaar, and Business World & Business Today. Business dailies like The Economic Times, The Business Line etc. News Paper like The Hindustan Times, Business Standard & The Corporate Times.
Apart from this some information was also taken from internet.
SAMPLING PROCESS:
Taking into account the practical considerations (such as time limit, cost, etc) the study a sample survey as the means of gathering primary information. A sample survey allows a reason to concentrate his attention upon a relatively small number of people and hence, to devote more time and energy to ensure that the information collected from them is more accurate.
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The first thing that a sample plan must include is the definition of the population to be investigated. The population should be defined as clearly as possible. The population chosen for the study, taking into consideration the objective of the study is defined as, all the customer of four-wheeler.
SAMPLE DESIGN:
Sample design is the heart of the sample planning process. A sample design involves specifications of the type of sample used, the appropriate sampling unit, and the sample size.
TYPE OF SAMPLE:
The study use non-probability sampling. Most of the sampling in marketing research is non-probability in nature. Of the various non probability methods, convenience sampling method is used in this study rather than using a table of random number as in probability sampling. Convenience sampling means that the sampling units are accessible, convenient and easy to measure.
The advantage of choosing a non-probability sampling methods is that the sampling error will be lesser when compared to probability sampling.
SAMPLING UNIT:
The sampling unit forms the basis of the entire sampling procedure. It is that which is actually chosen by the sampling process. The sampling unit may contain one or more population elements. The sampling units in the study consist of the private employees, government employees, business people and others.
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SAMPLE SIZE:
The sample consist of 100 customer selected from the Lucknow and Gorakhpur using convenience sampling method. Out of the customers selected for the study, some did not own four-wheeler and some had not responded well. Hence they had to be replaced by other customers.
LIMITATIONS:
Taking the market conditions into consideration the survey, which includes a sample of 100, was a respective one.
Due to the limitation of span of time and limited resources survey was conducted for a period of 4 weeks.
The geographic region covered for the survey was limited to the boundaries of the Lucknow city.
Since the survey was conducted at the residential localities and the person who owns a Mahindra Vehicle.
Scientific methods of post testing could not be conducted. Minimal possible bias in administrating the questions at the survey conducted areas.
The reaction and attitudes are subjected to changes according to needs and time.
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PROJECT ANALYSIS
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PARTICULAR
BIG/FAMILY CAR LOOKS ECONOMICAL LUXARY/ COMFORT TOTAL
FROM THE INTERPRETATION IT IS CONCLUDED THAT THE MAJOR NEEDS OF THE CUSTOMER TOWARDS MAHINDRA XYLO
21% CUSTOMERS HAD TO BUY A NEW LOOK OR NEW MODEL OF THE CAR.
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24%
21%
40%
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INTERPRETATION -2
PARTICULAR
HIGH VALUE TOTAL VALUE SOMEWHAT VALUE NO VALUE
PERCENTAGE
TOTAL
FROM THE INTERPRETATION 2 IT IS CONCLUDED THAT..... 36% CUSTOMERS ARE GETTING HIGH VALUE FROM THE XYLO.
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18% 43%
3%
36%
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INTERPRETATION -3
PARTICULAR
NO. OF RESPONDENT 0
PERCENTAGE 0%
VERY COSTLY
COSTLY
25
25%
REASONABLE
75
75%
TOTAL
100
100%
75% CUSTOMERS ARE VERY COMFORTABLE WITH THE PRICE OF THE XYLO, AND RECOGNIZED IT AS A REASONABLE CAR.
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75%
0%
25%
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INTERPRETATION -4
PARTICULER
MUSIC SYSTEM LUGGAGE SPACE SMALL REFRIGRETOR ULTRA POWER STEERING ABS
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EXTRA IN XYLO
14%
18%
18% MUSIC SYSTEM LUGGAGE SPACE REFRIGRETOR ULTRA POWER STEERING 21% 29% ABS
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INTERPRETATION -5
PARTICULAR
PERCENTAGE
GOT
TO
KNOW
ABOUT
XYLO
THROUGH
10% CUSTOMERS BOUGHT THE XYLO THROUGH FRIENDS. 16% CUSTOMERS GOT TO KNOW ABOUT XYLO THROUGH NEWSPAPER. 16% CUSTOMERS GO THROUGH THE MAGAZINES. 22% CUSTOMERS GOT TO KNOW ABOUT THE XYLO THROUGH OTHER SOURCES.
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16% 22%
16%
10%
OTHER
36%
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INTERPRETATION -6
6. MODE OF PURCHASE...
PARTICULAR
FINANCE CASH
PERCENTAGE
TOTAL
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MODE OF PURCHASE
29%
FINANCE CASH
71%
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INTERPRETATION -7
PARTICULAR
NO. OF RESPONDENT
54 32 07 07 100
PERCENTAGE
TOTAL
54% CUSTOMERS ARE HIGHLY SATISFIED WITH THE XYLOS PERFORMANCE. 32% CUSTOMERS ARE ONLY SATISFIED WITH THE XYLO. 7% CUSTOMERS ARE DISSATISFIED WITH THE XYLO 7% CUSTOMER ARE REALLY NOT HAPPY WITH THE XYLO PRODUCT AND THEY ARE HIGHLY DISSATISFIED WITH THE XYLO.
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54%
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INTERPRETATION -8
PARTICULAR
SELF DECISION KIDS FRIENDS OTHER FAMILY MEMBER
PERCENTAGE
TOTAL
46% CUSTOMERS HAVE TAKEN SELF DECISION. 18% CUSTOMERS DECISION WAS INFLUENCED BY KIDS
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INFLUENCE TO PURCHASE
18%
46%
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INTERPRETATION -9
PARTICULAR
PERCENTAGE
TOTAL
54% CUSTOMERS BELIEVE THAT T.V ADVERTIEZMENT IS REALLY HELPFULL IN DECISION MAKING. 36% CUSTOMERS SAID THAT, IT IS SOMETIME HELPFULL IN DECISION MAKING. ONLY 10% CUSTOMERS DO NOT BELIEVE THAT, T.V ADVERTIEZMENT IS NOT HELPFUL IN DECISION MAKING.
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36%
54%
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INTERPRETATION -10
PARTICULAR
HARDLY AVAILABLE AVAILABLE EASILY AVALABLE TOTAL
PERCENTAGE
32% CUSTOMERS ARE NOT HAPPY WITH THE AVAILABILITY OF SPARE PARTS OF XYLO. 22% CUSTOMERS SAID THAT, SPARE PARTS OF XYLOARE AVAILABLE IN THE MARKET. 46% CUSTOMERS ARE REALLY HAPPY WITH THE AVAILABILY OF XYLO SPARE PARTS. THEY ARE EASILY AVAILABLE IN THE MARKET.
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46%
32%
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INTERPRETATION -11
NO. OF RESPONDENT 64 11
PERCENTAGE
64% 11%
SAFARI INNOVA
14 11 100
TOTAL
64% CUSTOMERS WOULD LIKE TO PREFFER XYLO TO THEIR FRIENDS AND FAMILY MEMBERS. 11% CUSTOMERS WOULD PREFFER SCORPIO TO THEIR FRIENDS AND FAMILY MEMBERS. 14% CUSTOMER WOULD PREFFER TATA SAFARI 11% CUSTOMERS WOULD LIKE TO PREFFER TOYOTA INNOVA TO THEIR FRIENDS AND FAMILY MEMBERS.
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BRAND PREFERRENCE
11%
14%
64%
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INTERPRETATION -12
PARTICULER
NO. OF RESPODENT
PERCENTAGE
21 57
21% 57%
11 11 100
TOTAL
21% CUSTOMERS ARE HIGHLY SATISFIED WITH THE AFTER SALE SERVICE OF XYLO. 57% CUSTOMERS ARE ONLY SATISFIED WITH THE AFTER SALE SERVICE OF XYLO. 11% CUSTOMERS ARE NOT SATISFIED WITH THE AFTER SALE SERVICE OF XYLO. 11% CUSTOMERS ARE HIGHLY DISSATISFIED WITH THE AFTER SALE SERVICE OFXYLO.
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11%
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INTERPRETATION -13
PARTICULAR
PERCENTAGE
TOTAL
ACCORDING TO 25% CUSTOMERS, COMPANY CONTACTS THE CUSTOMER ONCE IN A MONTH. ACCORDING TO 14% CUSTOMERS, COMPANY CONTACTS THE CUSTOMER ONLY ONCE IN A QUATER. ACCORDING TO 14% CUSTOMERS, COMPANY CONTACTED THE CUSTOMER ON EVERY OCCASSION. ACCORDING TO 46% CUSROMERS, COMPANY DID NOT CONTACTED THE CUSTOMER TILL NOW.
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25% 14%
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FINDINGS
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FINDINGS
Basing on the data gathered from the customers, which was analyzed, the following observations are made.
By finding Mahindra XYLO as a family car, majority of the customers preferred it.
Majority of the customers are really satisfied with the XYLOs price. The XYLOs price is very reasonable when compared to the TATA SAFARI and TOYOTA INNOVA.
Now a days family members are playing a major role in buying pattern and specially kids are playing a vital role in deciding the colour of the car. Apart from that, majority of the customers are taking their own decision in buying XYLO
Most of the customers are attracted to purchase XYLO through the TV advertisements. Also print media like magazines and newspapers Played a major role in the sale of XYLO
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79% customers have gone through the finance. Now it could be a great opportunity for those banks, which are providing auto finance to the customers.
Large amount of customers believe that TV advertisements are really helpful in decision making. But some customers thought that, TV advertisement is not so much helpful in decision making.
Almost 78% customers are satisfied with the after sale services.
The spare parts of the XYLO are easily available in the market,
Customers are really satisfied with XYLO and the majority of the customers would suggest to their friends or family members to buy XYLO in future.
46% customers said that, Company did not contacted them even a single time after they bought the XYLO.
Most of the customers wants music system and luggage space in the XYLO
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Customers are highly dissatisfied with the XYLO E2 model. The customers are not ready to pay 6,50,000/- to buy the base model of the XYLO, but they are very much ready to pay 8,00,000/- to buy top model (E8).
A.C is the major problem, which customers are facing in the E2 model. TOYOTA INNOVA could be a major threat to Mahindra XYLO.
Some customers are demanding a unique feature in XYLO. They want a small refrigerator in the XYLO.
25% to 30% customers have changed their decision from INNOVA to XYLO. 25 to 30% customers wanted to buy TOYOTA INNOVA but after launching the MAHINDRA XYLO they changed their decision.
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I did some extra activity during the survey. I chose 4 main markets of Lucknow city and find out 100 MPVs which were running in the city. This activity took four day. After the completion of this activity I found that.
TOYOTA INNOVA MAHINDRA SCORPIO TATA SAFARI TOYOTA QUALIS CHEVROLET TAVERA MAHINDRA XYLO MISTUBISHI PAJERO
25 20 18 14 11 07 05
TOTAL
100
As we know that, Mahindra XYLO was launched recently in the Indian market. In its initial stage Mahindra XYLO have got 30,000 bookings within the three months span.
We are expecting that Mahindra XYLO would be a successful car in the future and also Mahindra XYLO has an ability to be a market leader.
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LIMITATIONS
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LIMITATIONS
Taking the market conditions into consideration the survey, which includes a sample of 100, was a respective one.
Due to the limitation of span of time and limited resources survey was conducted for a period of 4 weeks.
The geographic region covered for the survey was limited to the boundaries of Lucknow and Gorakhpur city.
The survey was conducted at the residential localities and the person who owns the Mahindra XYLO.
Minimal possible bias in administrating the questions at the survey conducted areas.
The reaction and attitude are subjected to changes according to the needs and time.
Some locations in the Lucknow city were very difficult to find out, so to cover tehose areas I took telephonic interview.
Especially in telephone, customers were not responding properly. But it was minimal.
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SUGGESTION
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SUGGESTIONS
After analyzing the findings, the following suggestions have been prepared. Great care has been taken in making these suggestions for improvement of customer satisfaction:
A constant urge to upgrade and keep pace with the changing times gives organization the competitive advantages or cutting edge over the competition.
The service centre must be ready with all type of spare parts all over the time.
The after sale service has to be improved and make availability at service centres even in rural areas so as to face the competition existing in the MPV segments.
Introduce new multicolour graphics, which would be attracting more people, especially kids.
There is very less advertising for Mahindra XYLO. The advertising has to be done repeatedly so that the brand awareness could be maintained and new customers are attracted, which helps in improving the market share.
Introduce low instalments and low down payment schemes to attract more people.
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There is a heavy demand for Mahindra XYLO in the market, so the supply has to be improved to meet the demand of the customers.
Inspect the servicing centres continuously so that they try to follow rules and regulations strictly, and will serve the car on time.
Try to maintain reasonable price of the XYLO, as this is the key factor in customer buying decision.
All the cars of Mahindra must be available at the each and every showroom.
Company must try to tap the rural areas with the help of print media and hoardings.
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ANNEXURE
QUESTIONNAIRE
Name: .................................... Date: ..................................
High Value
Total value
Somewhat Value
Nothing
Very costly
Costly
Reasonable
2 ..........................................
3..........................................
Advertisement
Friends
Newspaper
Magazines
Others
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Finance
Cash
Self Decision
Kids
Friends
Highly satisfied
Satisfied
Highly Dissatisfied
Dissatisfied
Really helpful
Sometime helpful
It is not helpful
Hardly Available
Available
Easily Available
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Xylo
Scorpio
Safari
Innova
Q12: Are you satisfied with the after sale service of Xylo ?
Highly Satisfied
Satisfied
Dissatisfied
Highly Dissatisfied
Once in a month
Once in quarter
On every Occasion
Never
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BIBLIOGRAPHY
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BIBLIOGRAPHY
BOOKS
MARKETING MANAGEMENT PRINCIPAL OF MARKETING RESEARCH METHODOLOGY CONSUMER BEHAVIOR
AUTHOR
PHILLIP KOTLER, KOSHI & JHA PHILIP KOTLER & AMSTRONG R.C KOTHARI LOUDON & DELLA BITTA
WEBSITES:
http://www.mahindra.com http://www.carwale.com http://www.google.com
PRINT MEDIA:
THE TIMES OF INDIA THE HINDU AUTO EXPO MAGAZINES AUTO CAR MAGAZINES BUSINESS WORLD MAGAZINES
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