A PROJECT REPORT ON CUSTOMER SATISFACTION TOWARDS PERSONAL VEHICLES WITH SPECIAL REFERENCE TO MAHINDRA & MAHINDRA By GONAPENTA SURYA

NARAYNA REDDY IV Semester MBA

Reg No:

11MB7727

Guide: PROF. MEGHNA VERMA

Project Report submitted to the University of Mysore in partial fulfillment of the requirements of IV Semester MBA degree examinations 2013

M.S. Ramaiah Management Institute, Bangalore 560054

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CERTIFICATE

This is to certify that this report of Final Project conducted at M S RAMAIAH MANAGEMENT INSTITUTE and submitted by GONAPENTA SURYA NARAYANA REDDY in partial fulfillment of the requirements for the award of the MASTERS IN BUSINESS ADMINISTRATION to M.S.RAMAIAH MANAGEMENT INSTITUTE is a record of bonafide training carried out under my supervision and guidance and that no part of this report has been submitted for the award of any other degree/diploma/fellowship or similar titles or prizes.

GUIDE Signature: Name: Prof. Meghna Verma Qualifications:

Program Head Signature:

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STUDENTS DECLARATION

I hereby declare that the Project conducted on CUSTOMER SATISFACTION TOWARDS PERSONAL VEHICLES WITH SPECIAL REFERENCE TO MAHINDRA under the guidance of Prof. Meghna Verma and the project report submitted in partial fulfillment of the requirements for the MASTERS IN BUSINESS ADMINISTRATION (UoM) to M.S.Ramaiah Management Institute ,is my original work and the same has not been

submitted for the award of any other Degree/Diploma/Fellowship or other similar titles or prizes .

Place: Bangalore Date:

Gonapenta Surya Narayana Reddy Reg. No: 11MB7727

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ACKNOWLEDGEMENT

I extend my special gratitude to our beloved Dean Shri Swaninathan, and Academic Head Prof. V. Narayan and Program Head Prof. P. Triveni for inspiring me to take up this project. I wish to acknowledge my sincere gratitude and indebtedness to my project guide Prof. Meghna Verma of M.S. RAMAIAH MANAGEMENT INSTITUTE Bangalore for his /her valuable guidance and constructive suggestions in the preparation of project report.

Gonapenta Surya Narayana Reddy Reg. No: 11MB7727

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TABLE OF CONTENTS TITLE

INTRODUCTION Statement of the Problem Objective of the study Research Methodology Sources of Data Sampling Limitations of the study CHAPTER 1 CHAPTER 2 LITERATURE REVIEW Page No. 7 10 12 14 15 16 17 19

INDUSTRY PROFILE & COMPANY 27 PROFILE

CHAPTER 3 CHAPTER4 CHAPTER5 BIBLIOGRAPHY APPENDIX

DATA ANALYSIS INTERPRETATION SUMMARY OF FINDINGS SUGGESTIONS&CONCLUSION

AND 40 51 52 53
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QUESTIONNAIRE

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INTRODUCTION

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INTRODUCTION
Customer Satisfaction is the buzzword used by the business people for the success of organization in the present days. Due to the increases of heavy competition in every product line it become difficult for the companies to retain the customers for longer time. So retain the customer for longer time the marketer has to do only one things i.e. customer satisfaction .If customer is fully satisfied by the product it not only rub the organization successfully but also fetch many benefits for the company . They are less process sensitive and they remain customer for a longer period. They buy addition products overtimes as the company introduce related produce related products or improved, so customer satisfactions is gaining a lot of importance in the present day. Every company is conducting survey on customer satisfaction level on their products .To make the products up to the satisfaction level of customers. This project is also done to know the customers satisfaction towards personal vehicles on behalf of Mahindra and Mahindra Automobiles. The impact of automobile industry on the rest of the economy has been so pervasive and momentous that is characterized as second industrial. It played a vital role in helping the nation to produce higher value good and services and in the enhancing their skills and impose tremendous demand for automobile. The decrease in the interest rate and easy available of cars loons from 2 to 3 years, lot of car manufacturers company facing cut throat competition in the fields of technology and price, So to gain the market share it is important for the institutes to satisfy its customers and to retain the reputation and its image.

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EXECUTIVE SUMMARY
Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The company started manufacturing commercial vehicles in 1945. M&M is the leader by far in commercial vehicle and the second largest in the passenger vehicle market. The company is the worlds sixth largest medium and heavy commercial vehicle manufacturing. Mahindra is best known for utility vehicles and tractors in India, Its automotive division, the company's oldest unit (founded in 1945), makes jeeps and three-wheelers (not passenger "auto rickshaws," but utilitarian delivery and flatbed incarnations). M&M's farm equipment sector, formed in 1963 during India's green revolution, manufactures tractors and industrial engines. M&M also produces military vehicles. The company has facilities located throughout India. The survey involved gathering wide information about the company, its products, customer satisfaction towards personal cars. From the information collected, various aspects were identified where the company 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, of which later a detailed analysis was done using various statistical I.T. tools like MS Word and MS Excel. On the basis, the secondary data analysis and the extensive analysis of the primary data, interpretations were drawn for the questions and conclusion is drawn. Certain suggestions are also drawn from the analysis to help. Mahindra Automotives to increase its market share in commercial passenger segment and MPVs. The main research that followed is to know Customer satisfaction towards Mahindra Personal vehicles. Due to time constraints the research is restricted to Bangalore.
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PROBLEM DEFINITION

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1. Problem definition/ statement:

In the emerging knowledge based economy it has become necessary to know satisfaction levels of the customers towards the product. The study of customer satisfaction is essential in marketing planning.. The realistic side of the problem is to know the satisfaction level of the customers towards the product. This study will help us to understand the customer satisfaction and what problems are being faced by the consumers, to which appropriate measures to be taken to solve the problems. This project has mainly been taken up to study customer satisfaction towards Mahindra and Mahindra personal vehicles and to identify the key issues of customers dissatisfaction towards the M&M Personal vehicles like Bolero, Scorpio, Xylo etc.,.

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RESEARCH OBJECTIVES

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2. RESEARCH OBJECTIVES
The study has been under taken to analyze the customer satisfaction towards all variant of Mahindra PERSONAL VEHICLES in Bangalore with a special reference to the M&M automobiles and the other

Objectives are: To gather information about customer satisfaction toward M&M personal vehicles in the geographic region of Bangalore. To know the customer perception about features, low maintenance cost and looks of the vehicle. To know the customer satisfaction about the safety and comfort in the vehicles. To know the customer satisfaction towards the after sales service offers by M&M. To provide suggestions, in improving the customer satisfaction and the company sales and Profitability.

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RESEARCH METHODOLOGY

3. RESEARCH DESIGN:
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A research design in the specification of methods and procedures for acquiring the needed information it is the overall operational pattern of frame work of the project that stipulates what information is to be collected from which sources by what procedures 3.2.3 METHOD of DATA COLLECTION: Both primary and secondary data is used for writing the project report.

PRIMARY DATA:Primary data has been collected through questionnaires. The questionnaire was mostly related to customer satisfaction towards Mahindra personal vehicles on different feature such as the Engine, mileage, driving, pickup and driving. SECONDORY DATA:Secondary data has been taken from bellow sources:
Internal and external secondary data is collected for the purpose of study. Internal secondary data is collected within the company website. This data includes company records, previous research reports and other relevant information from publications, government records and Internet etc.

DATA COLLECTION
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Primary Data: The questionnaire method has come to the more widely used and economical means of data collection. The questionnaire designed for this study encloses ended questions. Fixed alternative questions are used in the questionnaire. This consists of

A. Dichotomous Questions: The respondent is given a choice between only two alternatives. B. Multiple-choice Questions: The respondents are given a set of alternatives to answer. Secondary Data: The secondary data has been collected from internet, journals, magazines and Mahindra and Mahindra website. The information regarding the project has also been collected through internet. Determination of the sample plan and sample size TARGET POPULATION It is a description of the characteristics of that group of people from whom a course is intended. It attempts to describe them as they are rather than as the describer would like them to be. Also called the audience the audience to be served by our project

includes key demographic information (i.e.; age, sex etc.).The specific population intended as beneficiaries of a program. This will be either all or a subset of potential users, such as adolescents, women, rural residents, or the residents of a particular geographic area. A population to be reached through some action or intervention; may refer to groups with specific demographic or geographic characteristics. The group of people you are trying to reach with a particular strategy or activity. The target population is the population I want to make conclude an ideal situation; the sampling frames to matches the target population. A specific resource set that is the object or target of investigation. The audience defined in age, background, ability, and preferences, among other things, for which a given course of instruction is intended. I have selected the sample trough Simple random Sampling SAMPLE SIZE
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The sample size of 100 is selected randomly. The study requires an in depth survey and keen observation in collecting data regarding the satisfaction levels of Mahindra personal vehicles.

SAMPLING PLAN: Element: -Owner of Mahindra Personal Vehicle Sampling unit: - Mahindra customers Sample size:- 100 Extent: - Bangalore city Time: -15th February to 15th March ,2013

4. LIMITATIONS OF THE PROJECT STUDY: The scope of study is limited to the respondents are selected from in and around Bangalore.

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 The project is carried out for the period of 45 days only. Measurement of customer satisfaction is complex subjects, which uses non-objectives method, which is not reliable. The sample unit was also 40+15 respondents. However, Mahindra and Mahindra Automobile showrooms are located in other places i.e. locally and even in the neighboring states. But for the present study respondents of Bangalore city were considered.

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Chapter 1 LITERATURE REVIEW

Literature Review
CUSTOMER SATISFACTION Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyers expectations. In general.
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Satisfaction is a persons feeling of pleasure resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. As this definition makes clear, satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better comes along. Those who are highly satisfied are much less ready to switch. High satisfaction are delight creates and emotional bond with the brand, not necessary a rational preference. The result is high customer loyalty. From past buying experience, friend and associates advice and marketers and competitors information and promises buyers form their expectations. Some of todays most successful companies are raising expectations and delivering performance to match. These companies are aiming for TCS-total customer satisfaction. The key to generating high customer loyalty is to deliver high customer value. In addition to tracking customer value expectation and satisfaction, companies need to monitor their competitors performance in these areas. For example, a company was pleased to find that 80 percent of it customers said they were satisfied. Then the CEO found out that its leading competitors attained a 90 percent customer satisfaction score. He was further dismayed when he learned that this competitors was aiming to reach a 95 percent satisfaction score.

Tools for Tracking and measuring customer satisfaction Complaint suggestions systems and A customer-centered organization makes it easy for its customers to deliver suggestions and complaints. Many restaurants and hotels provide forms for guests to report likes and dislikes. Some customer-centered companies P&G, General Electric, Whirlpool
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establish hot lines with tool-free 800 telephone numbers. Companies are also adding web pages and email to facilitate twoway communication,. The information flows provide companies with many good ideas and enable them to act quickly to resolve problems. Customer Satisfaction surveys Studies show that although customer are dissatisfied with one out of every four purchases, less than 5 percent of dissatisfied customers will complain. Most customers will buy less or switch suppliers. Complaint levels are thu8s not a good measure of customer satisfaction. Responsive companies measure of customer satisfaction directly by conducting periodic surveys,. They send questionnaires or make telephone calls to a random sample of recent customers. The also solicit buyers views on their competitors performances.

While collecting customer satisfaction data, it is also useful to ask additional questions to measure repurchased intention; this will normally be high if the customers satisfaction is high. It is also useful to measure the likelihood or willingness to recommend the company and brand to others. A high positive word-of-mouth score indicates that the company is producing high customer satisfaction. Ghost shopping Companies Can Hire Persons To Pose As Potential Buyers To Report On Strong And Weak Points Experienced In Buying The Companies And Competitors Products. These mystery shoppers can even these whether the companys sales personnel handle various situations well. Thus, a mystery shopper can complain about a restaurants food to test how the restaurant handles this complaint. Not only should companies hire mystery shoppers but managers themselves should leave their offices from time to time, enter company and competitors sales situations where they are
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unknown, and experience first hand the treatment they receive as customers. A variant of this is for managers to phone their own company with questions and complaints to see how the calls are handled.

Lost

customer Companies should contract customers who have stopped buying or who have switched to another supplier to learn why this happened. When IBM loses a customer, it mounts a thorough effort to learn where it failed. Not only is it important to conduct exit interviews when customers first stop buying, it is also necessary to monitor the customer loss rate. If it is increasing this clearly indicates that the company is failing to satisfy customers.

analysis

For customer-centered companies, customers satisfaction is both a goal and a marketing tool. Companies that achieve high customer satisfaction ratings make sure that their target market knows it. When customers rate their satisfaction with an element of the companys performance -say, delivery-the company needs to recognize that customers vary in how they define good delivery. It could mean early delivery, on-time delivery, order completeness, and so on. Yet if the company had to spell out every element in detail, customers would face a huge questionnaire. The company must also realize that two customers can report being highly satisfied for different reasons. One may be easily satisfied most of the time and the other might be hard to please but was pleased on this occasion. Driving Impressions Mahindra personal vehicles are well-suited to Indian conditions. Robustly built and sleekly designed, their high ground clearance makes it easier to drive on Indian roads. Consumer value
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Consumer value is a concept of continuing interest to scholars, marketing researchers, and to many marketing practitioners. However, the presence of multiple meanings, the use of different terms, and even the existence of a diversity of opinions regarding its features and nature r eflect the complexity of its study and give rise to the possibility of confusion in its application. This article presents a review of the existing literature on the concept of value in order to shed light on the confusion surrounding this construct. The analysis highlights the polysemy and the diversity of consumer value Measuring Client Satisfaction According to Mark Stevens, Just as we all evaluate our successes and failures to create our new resolutions, we should also look at our current relationships with customers to determine what changes we need to make. Client satisfaction surveys are a good way to gather key information about how well your company has met customer expectations, how your company's performance compares with the competition, and how you could improve your company's process to better serve the customer's needs. Surveys are also an excellent source for customer testimonials and allow you to benchmark your performance for future comparison. To execute a successful client satisfaction survey, build one that your customers have the time and inclination to respond to, and that delves into the types of information that will truly help enhance your performance. Consider the following questions: Product Development According to Wheeler, Dan1, How to make product development. Project more successful by integrating Kanos model of customer satisfaction into quality function deployment in science direct technovation, volume 18, issue 1 January 1998, said that Mangers need a set of practical step by- step- tools and methods which ensure a better understanding of customer need and requirements, as well as procedures and processes to enhance communication by focusing on the voice of the customer within a product development project
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The authors propose a methodology based on kenos model of customer satisfaction to explore customer stated need and unstated desires and to resolve them in to different categories which have different impacts on customer satisfaction Robert a Peterson and William R. Wilson in their paper Measuring customer satisfaction fact and artifact published in journal of the academy of Marketing Science October , 2007 said the self report of customer satisfaction invariably possess distributions that are negatively skewed and exhibit a positivity bias. Examination of the customer satisfaction literature and empirical investigation reveal that measurement of customer satisfaction exhibit tendencies of confounding and methodological contamination and appear to reflect numerous artifacts. Customer satisfaction, Market share, and profitability Are there economic benefits to improving customer satisfaction? Many firms that are frustrated in their efforts to improve quality and customer satisfaction are beginning to question the link between customer satisfaction and economic returns. The authors investigate the nature and strength of this link. They discuss how expectations, quality, and price should affect customer satisfaction and why customer satisfaction, in turn, should affect profitability; this results in a set of hypotheses that are tested using a national customer satisfaction index and traditional accounting measures of economic returns, such as return on investment. The findings support a positive impact of quality on customer satisfaction, and, in turn, profitability. The authors demonstrate the economic benefits of increasing customer satisfaction using both an empirical forecast and a new analytical model. In addition, they discuss why increasing market share actually might lead to lower customer satisfaction and provide preliminary empirical support for this hypothesis. Finally, two new findings emerge: First, the market's expectations of the quality of a firms output positively affect customers' overall satisfaction with the firm; and second, these expectations are largely rational, albeit with a small adaptive component. Ensuring Customer satisfaction

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According to Rust and Subramanian (1995), customer satisfaction brings many benefits as satisfied customers are not very price sensitive, buy additional products, are less influenced by competitors and stay loyal longer. Rust and Subramanian (1995) stated that customer satisfaction has been deemed directly to affect customer retention and companies' market share (Rust & Subramanian, 1995). In banks, service quality, service features, and customercomplaint handling determine customer satisfaction (Hansemark & Albinsson, 2004). Some factors that affect satisfaction are extended hours of operation and competitive interest rates as confirmed by the study of Levesque and McDougall (1996). In addition, there are researchers who discuss the links between satisfaction, loyalty, and profitability (Heskett et al, 1994). They are proponents of the theory called service management, which argues that "customer satisfaction is the result of a customer's perception of the value received in a transaction or relationship relative to the value expected from transactions or relationships with competing vendors. Pertaining to this theory, Hansemark and Albinsson (2004) stated: "Loyalty behaviors, including relationship continuance, increased scale or scope of relationship, and recommendation (word of mouth advertising) result from customers' beliefs that the quantity of value received from one supplier is greater than that available from other suppliers. They continued: "Loyalty, in one or more of the forms noted above, creates increased profit through enhanced revenues, reduced costs to acquire customers, lower customer-price sensitivity, and decreased costs to serve customers familiar with a firm's service delivery system.

NEED FOR THE STUDY These days it is very clear that market is having drastic changes and all the companies are acting according to it because to survive in the market and this should be achieved by studying about the customer options and analyzing their future requirements. This study is definitely going to help to analyze the customer satisfaction and can take necessary steps for the improvement of the services by the company.

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Because customers are the real advertisement for any product so the company should be in position to meet the customer requirements and also should maintain the CUSTOMER RELATIONSHIP. Mahindra & Mahindra is not only concerned with selling of their products they also concerned with providing service to the customers after selling. So there is necessity for the company to find out the satisfaction level of the customers, at different levels in the company. Which help the organization to find out the ways in improving the services being provided to the customers, to increase the satisfaction level in them.

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Chapter2 INDUSTRY AND COMPANY PROFILE

2.1 INTRODUCTION OF AUTOMOBILE INDUSTRY

Automobile industry: The automobile industry has changed the way people live and work. The earliest of modern cars was manufactured in the year 1895.

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Shortly the first appearance of the car followed in India. As the century turned, three cars were imported in Mumbai (India). Within decade there were total of 1025 cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel was used for transportation in India. In the beginning of 15th century, Portuguese arrived in China and the interaction of the two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By 1600s small steam-powered engine models was developed, but it took another century before a full-sized engine-powered vehicle was created.

Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It was the first internal-combustion motor car of America, and it was followed by Henry Fords first experimental car that same year. One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an aluminum body. Chauffeurs usually drove it and emphasis was on comfort and style rather than speed. During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body. The 1937 Pontiac Deluxe sedan had roomy interior and rear-hinged back door that suited more to the needs of families. In 1930s, vehicles were less boxy and more streamlined than their predecessor was. The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires. The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It was built on compact and stylized lines, and was capable of 230 km/h (144 mph).This was the Indian automobile history, and today modern cars are generally light, aerodynamically shaped, and compact.
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2.2 COMPANY PROFILE History of Mahindra and Mahindra Automotive Sector: 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 XUV500 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 Quanto (mid-size sedan) in April 2007, under the Mahindra XUV500 collaboration. Soon after the consider able success of Quanto, 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

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Mahindra Bolero is one of the most successful and popular utility vehicle of the Mahindra and Mahindra Group. The car is robust in appearance and it has been elegantly designed, keeping in mind the conditions of the Indian roads. Mahindra Bolero is also among the best fuel-efficient cars of India as the manufacturer has equipped it with a 2500 cc diesel engine with5- speed transmission. April 08, 2008, Mumbai: Mahindra & Mahindra Ltd. (M&M), one of Indias leading auto brands, has announced that its popular Bolero SUV has sold a record 50,000 units in 200708. The Bolero is the first brand in the SUV/UV/MPV category to cross 50,000 units in one year and Indias leading SUV brand for two years in a row. With its stylish appeal and rugged nature, the Mahindra Bolero has emerged as the clear favorite amongst SUV enthusiasts across the country since its launch eight years ago. The fact that it is the first brand in the SUV/UV/MPV category to notch up sales of more than 50,000 units in a single year is also a clear validation of our customer centric approach to business. Today, the Bolero is perceived as a stylish but affordable SUV which caters to different customer needs and takes on all kinds of terrain with ease, said Mr. Vivek Nayer, Vice President Marketing, Auto Sector, Mahindra and Mahindra Ltd. Since its launch in June 2000, the Bolero has evolved over the years, incorporating a host of features and aesthetics which match the evolving lifestyle aspirations of Indian consumers. In 2007, M&M launched the New Bolero which offered a bold new style, greater comfort and conveniences. In January 2008, Mahindra also introduced the Bolero Special Edition, a limited edition of Indias most popular SUV with exciting new features for the young urb an customer. 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 XUV500 QUANTO

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Much awaited Mahindra-XUV500 Quanto has been launched in India. This compact sedan is a spacious, practical and affordable vehicle. The outlook of Quanto 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. X ylo'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 5gears manual transmission. The car accelerates from rest to 60 km/h in just 5.8 seconds MAHINDRA MAXX The Mahindra Maxx, a product under the Mahindra Maxx range, is a spacious passenger utility vehicle with a maximum seating capacity of 10 persons. It is perfect vehicle for large families going on long trips. The MUV comes with a spacious cabin with decent legroom. Available in 4 main choices: Base, TX, LX and Festara, the MUV comes loaded with a lot of merits. It has a long wheelbase of 2430 mm to provide for a large seating capacity and cargo space. The vehicle has a high ground clearance of 200 mm which gives it good stability on off-road drives. Because of these reasons, the Mahindra Maxx is more popular in semi-urban and rural areas of the country. The vehicle has high fuel efficiency and delivers more than any other vehicle in its category. It comes with a 3-year warranty so that initial maintenance is not heavy on the pockets MAHINDRA MARSHAL
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Mahindra Marshal Deluxe Royale is a Sport and Utility Vehicle with has a seating capacity of nine people. Its design resembles Mahindras old model of jeeps; but with some modifications. It has a 5-door design with a hard top, ensuring safety. The interiors are comfortable too with ergonomically designed seats affording travelling comfort. The Mahindra Marshal Deluxe Royale can be a good purchase with regards to its seating capacity and also its technologically advanced features. Although, the price is on a bit higher side, it is worth investing. 2.2.2 MILSTONE, AWARDS AND ACCOLADES M&Ms 62nd year was studded with a number of noteworthy achievements, prestigious prizes and glittering awards. DUAL HONOURS FOR CHAIRMAN MR. KESHUB MAHINDRA Chairman, Mr. Keshub Mahindra Was awarded the Business Visionary Award 2006 instituted by the National Institute of Industrial Engineering (NITIE), Mumbai. Chairman, Mr. Keshub Mahindra was also awarded the prestigious IBS Kolkata growth

Lifetime Achievement Award for his unparalleled contribution to industrial and social and economic development of the community.

The Institute of Chartered Financial Analysts of Indias (ICFAI) India Business School (IBS) presented it, Kolkata, at the Strategy Summit 2007, held in Kolkata.

SLEW OF HONOURS FOR MR. ANAND MAHINDRA Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number of prestigious awards in 2006-07, including: The prestigious CNBC Asia Business Leader of the Year Award for the Year 2006 as well as the CNBC TV India Business Leader of the Year Award.
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 The CEO of the Year award at the India Brand Summit 2006 co-sponsored by Business Standard and ITM Business School in association with Times Now and DNA newspaper. The LMA Entrepreneur of the Year 2006 award, instituted by the Ludhiana Management Association (LMA). The Most Inspiring Corporate Leader of the Year Award by NDTV Profit The NDTV Profit Car & Bike Award 2007 for Automobile Man of the Year. Mr. Anand Mahindra was also nominated as a Member of the Council of the Executive Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He was featured in the list of 50 Most Influential Indians in Business Weeks edition dated August 13,2007 HIGHEST CRISIL RATING FOR M&M M&M has received the highest Governance & Value Creation rating, CRISIL GVC Level I from CRISIL for the ability to create value for all stakeholders, while adopting sound corporate governance practices. DUN & BRADSTREET AMERICAN EXPRESS CORPORATE AWARDS 2006 Mahindra & Mahindra was rated as the leading Indian company in the Automobile Tractors sector in the Dun & Bradstreet American Express Corporate Awards 2006. The Automobile Sector comprises of three categories Passenger Vehicles, Commercial Vehicles and Tractors. These awards recognize the virtues of size and growth in the awards methodology. M&M ranked No. 1 in these two segments in the premier Dun & Bradstreet India publication, 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
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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 200607 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.

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
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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 XUV500 for Quanto have led to a gain in ranks. M&M was ranked 22nd in Business Indias annual survey of the countrys top companies - Super 100

PRODUCT PROFILE:
Mahindra Bolero:

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Mahindra Bolero is one of the most popular SUVs in the Mahindra & Mahindra lineup. The car is popular especially in the suburban and rural areas. It can seat about 7-10 people and is now available in an AC variant as well. The basic design for the car is inspired from Mahindra Armada Grand. The first generation SUV was powered by the 2.5-litre IDI engine that was capable of producing 75bhp of power. The second generation on the other hand used the Mahindra powertrain which had a displacement of 2523cc and produced 72bhp. The mileage for the Bolero is close to 12.2kmpl with AC and about 14kmpl without. The vehicle is available in four wheel drive option with manual transmission. The basic reason behind its growing popularity is its sturdy built and a driving nature that suits the Indian driving condition well. The car has a great ground clearance of 180mm which makes it a good option for the rural Indian audience. Mahindra Scorpio:

Mahindra Scorpio is the flagship SUV manufactured by Mahindra & Mahindra. It was the first SUV from the company built for the global market. The Scorpio has been successfully accepted in international markets across the globe. The Scorpio was conceptualized and designed by the in-house integrated design and manufacturing
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(IDAM) team of M&M. The car has been the recipient of three prestigious awards: the "Car of the Year", "Best SUV of the Year" and "Best Car of the Year" award from elite organizations.

For ages now, Mahindra Scorpio has been providing an out and out off-roading experience to the SUV fans across the country. Unlike the other SUVs in the country, Mahindras vehicles are known for their macho looks delivering powerpacked performance and Mahindra Scorpio is the first to hit the mind while considering an SUV.

Mahindra Xylo:

Mahindra Xylo is a 7 seater MPV with plush interiors and enormous space. With its punch Line of Happy Legs, the company aggressively promoted the car keeping in mind the buyers who keep comfort as their top priority. Mahindra Xylo was launched in India in 2009. The company gave it its first facelift in 2012. Happy Legs in the Stylish New Xylo is the punch line for the New Xylo.

The new features that can make ride easy and comfortable are Voice Command Technology through which driver can give 30 voice commands including headlamp on/off, wipers on/off, music control mobile Bluetooth, etc. The interiors are made affluent with Digital Drive Assist System, Blue Drive Technology, Cruise Control and Glass embedded antenna. Driver and co-driver armrests, floor console, surround cool dual AC give an unforgettable driving experience.
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The new Mahindra Xylo facelift is available in three types of engine. The 2.5 litre of mEagle CRDe diesel engine is very powerful and offers an impressive performance. The engine is packed with CRDI (Common Rail Direct Injection) fuel supply system that offers free flow of oil and ensures the MPV gives a good performance on the road. The engine is available in 5 Speed Manual Transmission. The 2.5 litre of mDI CRDe diesel engine doesn't fail to impress either.

Mahindra Quanto:

Mahindra and Mahindra who is known for manufacturing SUVs for the Indian car bazaar have turned its way a bit. Seeing the demand in the market, Mahindra is ready to tap into the small car market with the shorter version of its most prominent MPV, Mahindra Xylo. The new mini Xylo, codenamed U203 which was later on christened asMahindra Quanto is Mahindras new armament against the B+ hatchback segment and entry level sedans. Mahindra Quanto also gets the honor of becoming the first ever sub-four-meter MPV in the country. The basic design of the car is pretty similar to Mahindra Xylo which the car is spawned on. The similar ladder-frame body frame is seen in Quanto as well. Under the bonnet, the compact SUV holds an altered version of diesel motor along with same suspension system and analogous interiors. The 1.5L diesel engine here is be coupled with five speed manual gearbox that would pushes the car in delivering an awesome performance on road. Mahindra XUV500:
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This is the first car from the Mahindra brand that is based on a monocoque chassis. Contrary to the conventional design in which the car is made of a frame and then it is covered with lightweight metal sheets, the XUV 500 body is a single piece body in which the body and chassis are one piece.

It also has the first-ever transversely placed engine by Mahindra and this has increased the passenger space inside and has also improved safety in case of an impact besides a larger crumple zone. Thus Mahindra XUV is much safer and crash resistant than any of the other Mahindra SUV offering. Land Rover LR2 Freelander and Volvo cars employ transversely placed engine in their cars. Such first in class features make this SUV at par with global standards. Incorporating such features has made XUV500 to compete with global SUVs in terms of global norms, safety regulations and emission standards. In India, XUV500 will create its own unique space and is place above Mahindra Scorpio and the big SUV daddies from India.

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CHAPTER 3 DATA ANALYSIS & INTERPRETATION

SATISFACTION LEVEL OF BOLERO:

The total numbers of the respondents are 75 in the collection of the data so according to that the data is classified are as below in the table. 3.1 Satisfaction of Bolero: FEATURES MPFI MILEAGE PICK UP OUTLOOK RIDING
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ENGINE 60 EXECLLANT (80%) 7 GOOD (10%) 6 AVERAGE (8%) 2 POOR (2%) 75 Total (100%) (100%) (100%) (100%) (100%) (0%) 75 (2%) 75 4%) 75 (1%) 75 (3%) 0 (8%) 1 10%) 3( (4%) 1 (10%) 4 15%) 6 (18%) 7( (10%) 3 (85%) 7 (75%) 12( (70%) 12 (85%) 7 64 56 53 64

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Percentage wise satsfaction level of BOLERO

90%

Percentage

80% 70% 60% 50% 40% 30%

POOR AVERAGE EXECLLANT

GOOD

20% 10% 0% MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING

Features

Interpretation: Above graph Shows that the owners of Bolero are Moderately satisfied. 80% of the customers are satisfied with the MPI Engine. 85% customers are satisfied with Mileage. 75% are satisfied with pickup. 70% are satisfied with outlook and 85% are satisfied with Riding.

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SATSFACTION LEVEL OF SCORPIO:

The total number of the respondent is 50 in the collection of the data so according to that the data is classified are as below in the table: 3.2 Satisfaction level of Scorpio: FEATURE MPFI ENGINE EXECLLANT (In%) GOOD (In%) AVERAGE (In%) POO(In%)R 38 (75%) 7 (15%) 10 (5%) 0 (0) 50 Total (100%) (100%) (100%) (100%) (100%)

MILEAGE

PICK UP

OUTLOOK

RIDING

43 (85%) 5 (10%) 2 (5%) 0 (0%) 50

43 (88%) 4 (7%) 2 (3%) 1 (2%) 50

45 (90%) 4 (8%) 1 (2%) 0 (0%) 50

47 (95%) 4 (7%) 1 (2%)_ 0 (0%) 50

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Percentage wise satsfaction level of SCORPIO

100% 90%

Percentage

80% 70% 60% 50% 40% 30% 20% 10% 0% MPFI ENGINE PICK UP RIDING
POOR AVERAGE EXECLLANT

GOOD

Features

Interpretation: Above graph Shows that the owners of Scorpio are highly satisfied because of its Vehicle interior, engine and the outlook of the car. 75% of the customers are satisfied with MPFI Engine. 85% are satisfied with Mileage. 88% are satisfied with pickup.90% cutomers are satisfied with outlook and 95% are satisfied with riding.

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SATSFACTION LEVEL OF XYLO:

The total number of the respondent is 50 in the collection of the data so according to that the data is classified are as below in the table:3.3 Satisfaction level of Xylo. MPFI ENGINE 35 (70%) 5 GOOD (In%) (10%) AVERAGE (In%) POOR (In%) 6 (12%) 4 (8%) 50 Total (100%) (100%) (100%) (100%) (100%) (12%) 5 10%) 1 (3%) 50 (15%) 2 (4%) 1 (1%) 50 (8%) 2 (4%) 1 (1%) 50 (15%) 4 (8%) 1 (2%) 50 OUTLOO K 43 (80%) 4

FEATURES

MILEAGE

PICK UP

RIDING

EXECLLANT (In%)

37 (75%) 6

40 (80%) 7

38 (75%) 7

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Percentage wise satsfaction level of XYLO

90% 80%

Percentage

EXECLLANT

70% 60%
GOOD

50% 40% 30% 20% 10% 0% MPFI ENGINE PICK UP RIDING

POOR AVERAGE

Features

Interpretation: Above graph Shows that the owners of Xylo are moderately satisfied because of the its Vehicle interior, engine and the outlook of the car. 70% are satisfied with MPFI Engine, 80% are satisfied with pickup and outlook. 75% are satisfied with Mileage and riding.

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SATSFACTION LEVEL OF QUANTO :

The total number of the respondent are 60 in the collection of the data so according to that the data is classified are as below in the table:3.4 Satisfaction level of Quanto: MPFI ENGINE 51 (85%) 7 (12%) 2 (3%) 0 (0%) 60 (100%)

FEATURES

MILEAGE

PICK UP

OUTLOOK

RIDING

EXECLLANT (In%) GOOD (In%) AVERAGE (In%) POOR (In%) TOTAL (In%)

47 (79%) 5 (11%) 7 (9%) 1 (1%) 60 (100%)

54 (90%) 5 (8%) 1 (2%) 0 (0%) 60 (100%)

57 (95%) 2 (3%) 1 (2%) 0 (0%) 60 (100%)

54 (90%) 5 (8%) 1 (2%) 0 (0%) 60 (100%)

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Percentage wise satsfaction level of Quanto

100% 90% 80%

Percentage

70% 60%

EXECLLANT

GOOD

50% 40% 30% 20% 10% 0% MPFI ENGINE PICK UP RIDING

POOR AVERAGE

Features

Interpretation: Above graph shows that the owner of the Quanto is highly satisfied with its features like new outlook car, pickup and engine of the car. 85% of the customers are satisfied with MPFI Engine. 79% of the customers are satisfied with Mileage. 90% are satisfied with pickup and riding. Whereas 95% of the customers are satisfied with outlook.

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SATSFACTION LEVEL OF XUV500:

The total number of the respondent is 50 in the collection of the data so according to that the data is classified are as below in the table. 3.5 Satisfaction level of XUV500: MPFI ENGINE 43 (85%) 6 12%) 1 (2%) 1 (1%) 50 (100%)

FEATURES

MILEAGE PICK UP OUTLOOK RIDING

EXECLLANT (In%) GOOD (In%) AVERAGE (In%) POOR (In%) Total (In%)

40 (80%) 7 (15%) 19 (2%) 1 (1%) 50 (100%)

35 (70%) 7 (15%) 5 (10%) 3 (5%) 50 (100%)

42 (85%) 5 (10%) 2 (4%) 1 (1%) 50 (100%)

35 (70%) 7 (15%) 5 (10%) 3 (5%) 50 (100%)

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Percentage wise satsfaction level of XUV500

90% 80%

Percentage

70% 60% 50% 40% 30% 20% 10% 0%

MPFI ENGINE MILEAGE PICK UP OUTLOOK RIDING

EXECLLANT GOOD AVERAGE POOR

Features

Interpretation: The above graph shows that the owners are average satisfy with its features because of the ride, handling and braking and seats problem. 80% of the customers are satisfied with MPFI Engine and Outlook. 70% of the customers are satisfied with Milage and 60% are satisfied with Pickup and Riding. On the overall customers of Mahindra XUV500 are satisfied.

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CHAPTER 4 SUMMARY OF FINDINGS

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SUMMARY OF FINDINGS:
Among the respondents surveyed through questionnaire, more than 80% of the customers are satisfied with the Mahindra personal vehicles. From the study most of the Mahindra car owners are satisfied with the performance of their vehicles. More than 80% of the customers are satisfied with Engine performance. There are only little dissatisfaction towards Mahindra cars in all aspects of Engine, pickup, outlook and mileage. Study showed that the dissatisfaction towards the Engine performance, Design, Mileage and outlook of the Mahindra vehicles was very less. The customer satisfaction towards bolero from the analysis and interpretation shows that 80% of the customers are satisfied with Engine performance, 85% are satisfied with mileage, 75% are satisfied with pickup , 70% are satisfied with outlook and 85% are satisfied with the riding. The customer satisfaction towards Scorpio from the analysis and interpretation shows that 75% of the customers are satisfied with Engine performance, 85% are satisfied with mileage, 88% are satisfied with pickup ,90% are satisfied with outlook and 95% are satisfied with the riding. The customer satisfaction towards Xylo from the analysis and interpretation shows that 70% of the customers are satisfied with Engine performance, 75% are satisfied with mileage, 80% are satisfied with pickup , 80% are satisfied with outlook and 75% are satisfied with the riding. The customer satisfaction towards Quanto from the analysis and interpretation shows that 85% of the customers are satisfied with Engine performance, 79% are satisfied with mileage, 90% are satisfied with pickup , 95% are satisfied with outlook and 90% are satisfied with the riding. The customer satisfaction towards bolero from the analysis and interpretation shows that 85% of the customers are satisfied with Engine performance, 80% are satisfied with mileage, 70% are satisfied with pickup , 85% are satisfied with outlook and 70% are satisfied with the riding. The overall satisfaction of customer towards Mahindra personal vehicles is excellent. There was only little dissatisfaction towards the features of vehicles.
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CHAPTER 5 CONCLUSIONS AND SUGGESTIONS

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CONCLUSIONS:
Mahindra Personal vehicles have a very good market share in the state of Karnataka. The company is offering good services, which is reflected on the satisfaction of the customer. Majority of the customer are satisfied with the design of the vehicle. With the analysis through the survey towards customer satisfaction, the findings and analysis shows that more than 80% of the customers are happy with the performance of their vehicles.

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 features offered by it. As majority of the customer give opinion that they are satisfied is the factor, services and design of the product. The company should taken not only maintain the existing standard but also enhance them.

BIBLIOGRAPHY
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Websites:www.mahindra.com www.questionpro.com www.google.com

www.automobile.com Data from Mahindra & Mahindra automobile dealer from, Bangalore city

Magazines:Company Brochures & Manuals. Magazines Overdrive Business Today

APPENDIX
Questionnaire
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Name: Age: Profession: 1) Which of the following Mahindra vehicles do you own? A)Bolero C) Xylo B) Scorpio D) Quanto E) XUV500

1) Are you a satisfied with your Mahindra vehicle? a. Yes b. No 2) If Yes Which factor you consider is satisfies you most? a. Feature b. Low Maintenance c. Looks d. After Sales Service 3) Are you satisfied with the fuel consumption of your vehicle? a. Extremely Satisfied b. Satisfied c. Neutral d. Dissatisfied 4) Are you satisfied with the Safety and Comfort of your car? a. Extremely Satisfied b. Satisfied
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c. Neutral d. Dissatisfied 5) Are you satisfied with the Design? a. Extremely Satisfied b. Satisfied c. Neutral d. Dissatisfied 6) Are you satisfied with space available in the car? a. Extremely Satisfied b. Satisfied c. Nor Satisfied & Dissatisfied d. Dissatisfied 7) Are you satisfied with Maintenance cost? a. Extremely Satisfied b. Satisfied c. Neutral d. Dissatisfied 8) how would you rate the MPSI Engine in your vehicle? A) excellent B) Good C) Average D) Poor 9) how would you rate the Milage of your vehicle? A) excellent B) Good
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C) Average D) Poor 10) how would you rate pick of your vehicle? A) excellent B) Good C) Average D) Poor 11) how would you rate outlook of your vehicle? A) excellent B) Good C) Average D) Poor

12) How do you rate the Riding experience in your vehicle? A) excellent B) Good C) Average D) Poor

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