SUMMER TRAINING REPORTON

THE CUSTOMER SATISFACTIONTOWARD MAHINDRA AND

MAHINDRA Ltd.

SUBMITTED IN PARTIAL FULFILLMENT TO

THE IIS UNIVERSITY For the Degree of

MBA-Human Resource Management (Department of HRM &IB )

SUBMITTED TO: - SUBMITTED BY:-Dr. SEEMA SINGH RATHORE JASHANDEEP ADDITIONAL HEAD MBA(HR) SEM- IIIDEPTT. HRM & IB ICG/2013/15714THE IIS UNIVERSITY

INDEX

S. NO. CONTENT PG. NO.

Chapter-1 Introduction

Chapter-2 Research Methodology

Meaning Of Research

Objective Of Study

Scope Of Study

Research Design

Data Collection

Sampling

Review Of Literature

Limitations

Chapter-3 Mahindra & Mahindra Co.

Chapter-4 Data Analysis and Interpretation

Chapter-5 Findings

Chapter-6 Suggestion & Conclusion

Bibliography

Annexure

ACKNOWLEDGEMENT

I owe my thanks to all the various people helped me in making this project successful. I am thankful to all people without whose help and guidance an effort to do this work would not have been successful.This project report instead of being an individual effort is a collective one where in help from various quarters especially business and academic one have been derived. The list of those providing a helping hand is quite comprehensive but it would be pertinent to mention a few who have played a major role in completion and preparation of the project and continue to have positive influence in my thought process.My special thanks go to Sir M.K Sharma,( DEAN ,faculty of commerce &management), Dr. AnkitaGangwal Jain,(HEAD, dept. of HRM&IB),and Dr. Seema Singh Rathore (Additional HEAD, dept of HRM& IB) under whose guidance I have completed my project She was there to meet and talk about my ideas and ask me good questions to help me think through my problems .I would also like to thank my MR HARMEET SANDHU (Senior Manager-HR Mahindra and Mahindra Ltd.) who helps me for guidance provided by, which help me to complete my project.At last I would like to thank my family and friends for unconditional support and encouragement in completion of my project.

JASHANDEEP KAUR

PREFACE

Summer Training is essential for the fulfillment of MBA curriculum. It provides an

opportunity to the student to understands the industry with special emphasis on the

development of skill in analyzing interoperating practical problems through application of

management.

The whole study is divided into many parts:

The first part introduction, where I have presented the company visited by me.

The second part of the report is a project which contains title, objective, methodology, scope,

and limitation of the study.

The third part of the study includes findings.

The forth part of the study includes suggestions and conclusion.

The last part of the study includes Annexure and Bibliography.My project deals with providing the best scenario of Mahindra and Mahindra ltd. Sriganganagar and its consumer behavior. The competition that it is facing among other jewelers and how it is leading in the market after providing all the best possible customer service and benefits.

CHAPTER-1

INTRODUCTION

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

organization in the present days. Due to the increases of heavy competition inevery product –

line it become difficult for the companies to retain the customers forlonger time. So retain the

customer for longer time the marketer has to do only one thingsi.e. customer satisfaction .If

customer is fully satisfied by the product it not only rub theorganization successfully but also

fetch many benefits for the company . They are lessprocess sensitive and they remain

customer for a longer period. They buy additionproducts overtimes as the company introduce

related produce related products orimproved, so customer satisfactions is gaining a lot of

importance in the present day.Every company is conducting survey on customer satisfaction

level on their products. Tomake the products up to the satisfaction level of customers.(1)

This project is also done to know the customers satisfaction on the TWO WHEELERS on

behalfof Mahindra and Mahindra Automobiles. The impact of automobile industry on the

restof the economy has been so pervasive and momentous that is characterized as

secondindustrial. It played a vital role in helping the nation to produce higher value good

andservices and in the enhancing their skills and impose tremendous demand forautomobile.

The decrease in the interest rate and easy available of bike loans from 2 to3 years, lot of

Scooty and bikes manufacturers company facing cut throat competition in the fields

oftechnology and price, So to gain the market share it is important for the institutes tosatisfy

its customers and to retain the reputation and its image.

Customer Satisfaction Strategies Followed By M&M

The different strategies followed by M&M consists of Customer relationshipmanagement,

strategy to providing better facility to the owner, and strategy to providebetter after sales

service to customer.

Customer Relationship Management

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

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers. Measuring

customer satisfaction provides an indication of how successful the organization is at

providing products and/or services to the marketplace.Customer satisfaction is an abstract

concept and the actual manifestation of the state of satisfaction will vary from person to

person and product/service to product/service. The state of satisfaction depends on a number

of both psychological and physical variables which correlate with satisfaction behaviors such

as return and recommend rate. The level of satisfaction can also vary depending on other

factors the customer, such as other products against which the customer can compare the

organization's products.

BENEFITS OF CUSTOMER SATISFACTION

Feedback

Customer feedback in the form of answers, comments and suggestions about a company's products, business practices and customer service is one of the major benefits of a customer satisfaction survey.

Desired Improvements

If feedback is critical or negative on any aspect, quick measures can be taken to bring about the desired improvements or address grievances and placate relevant customers.

Better Innovation

Analysis of customer feedback surveys and the information collected becomes the basis for customer intelligence. Used strategically, such intelligence can be used to drive innovation efforts and initiatives at the company.

Greater Customization

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

Long-Term Relationship

Customer satisfaction surveys enable companies to consistently and better address customer

needs and expectations, maintain brand reputation and facilitate long-term relationships with

customers.

Sometimes companies are misguided by the notion that customers depend on them.  The truth

of the matter is that we very much so depend on them.  Many researchers and academia have

highlighted the importance of customers in today’s market.

The level of satisfaction a customer has with a company has profound effects.  Studies have

found that the level of customer’s satisfaction has a positive effect on profitability.(2)

INTRODUCTION OFAUTOMOBILE INDUSTRY

A scooter is a motorcycle with step-through frame and a platform for the operator's feet. lements of scooter design have been present in some of the earliest motorcycles, and motorcycles identifiable as scooters have been made from 1914 or earlier. Scooter development continued in Europe and the United States between the World Wars .

The global popularity of scooters dates from the post-World War II introductions of the Vespa and the Lambretta. These post-war scooters were intended to provide low-power personal transportation (engines from 50 to 250 cc). The original layout is still widely used in this application. Maxi-scooters, with engines from 250 to 800 cc have been developed for Western markets.

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

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

Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It was the first internal-combustion motor car of America, and it was followed by Henry 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 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 De Luxesedan 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 tubelesstires.

1. Kotler Philip, Keller Lane Kvin “Marketing Management”.12th edition Pearson

Education P.No. 117,118,121.

2. Kotler Philip, Koshy Abraham, “Marketing Management” 13th Edition Pearson

Education P.No. 115,116,120.

CHAPTER 2RESEARCH METHODOLOGY

Research

A research process consists of stages or steps that guide the project from its conceptionthrough the final analysis, recommendations and ultimate actions. The research processprovides a systematic, planned approach to the research project and ensures that all aspects ofthe research project are consistent with each other.

Research studies evolve through a series of steps, each representing the answer to a key question. (3)

OBJECTIVE OF THE STUDY:

To gather information about customer satisfaction toward Mahindra2wheelers in the geographic region of Sriganganagar.

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

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

To provide suggestions, in improving the customer satisfaction and the company sales and profitability

To know the customer satisfaction towards the after sales service offers by Mahindra2wheelers.

SCOPE OF THE STUDY:

From the research analysis we can find that, what’s a person first look in two wheelers.

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

sThe present study can be extended to access the present marketing condition of Indian automobile sector

The study can be used to design a proper product, price, place and promotional strategy for the market.(6)

RESEARCH DESIGN“A research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in procedure”.

Research design is the conceptual structure within which research is conducted; it constitutes

the blueprint for the collection, measurement and analysis of data.

The type of research design used in the project was Descriptive research, because it helps to

describe a particular situation prevailing within a company. Careful design of the descriptive

studies was necessary to ensure the complete interpretation of the situation and to ensure

minimum bias in the collection of data.

DATA COLLECTION

Both the Primary and Secondary data collection method were used in the project. First time

collected data are referred to as primary data. In this research the primary data was collected

by means of a Structured Questionnaire. The questionnaire consisted of a number of

questions in printed form. It had both open-end closed end questions in it. Data which has

already gone through the process of analysis or were used by someone else earlier is referred

to secondary data. This type of data was collected from the books, journals, company records

etc.

SAMPLING

Sample size-50 respondents

Sample unit-Employees in Mahindra & Mahindra Co., Sriganganagar

Sampling area-Sriganganagar

Sampling technique-Convience sampling technique

REVIEW OF LITERATURE

Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes capable of being incorporated in the measure of customer satisfaction . Later, the possibility was posed of grouping these attributes into dimensions of quality and testing their reliability and validity.

Ganguly and Roy (2012) studied the factors affecting customer satisfaction in mahindra two wheelers; Questionnaire developed to determine the factors for customer satisfaction was distributed among the respondents.the dimensions were identified using a exploratory factor analysis. The paper identifies four generic dimensions in the technology, convenience, and technology convenience, easiness, reliability.

Dutta and Basak (2008) suggested that company should improve their recovery performance, adopt new system of computerized monitoring of loans, implement proper prudential norms and organize regular workshops to sustain in the competitive banking environment. .

Ganguly.S,&Roy,S.K. (2011). Generic technology-based service quality dimensions in automobile impact on customer satisfaction and loyalty. International journal ofautomobile marketing, 292(2),168.(4)

One of such studies of consumer satisfaction has been conducted by Acebron et al (2000). The aim of the study was to analyze the impact of previous experience on buying behavior. In their studies the authors used structural equation model in order to identify the relationship between the habits and previous experience on the consumer buying decision. Their findings show that personal habits and previous experience on the consumer have a direct impact on the consumers purchase decision in the example of purchasing fresh mussels. They also found that the image of the product has a crucial impact on the purchasing decision of the consumer.

Another study conducted by Variawa (2010) analyzed the influence of packaging on consumer decision making process for fast moving consumer goods. The aim of the research was to analyze the impact of packaging for decision making process of low income consumers in retail shopping. A survey method has been used in order to reach the research objectives. In a survey conducted in star hyper in the town of canterville. 250 respondents participated. The findings of the research indicate that low income consumer have more preferences towards premium packaging as this can also be used after the product has been consumed.(5)

LIMITATIONS OF THE STUDY:

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

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

Measurement of customer satisfaction is complex subjects, which uses non- objectives method, which is not reliable.

The sample unit was also 150 respondents.

However, Mahindra and Mahindra Automobile showrooms are located in otherplaces

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

Sriganganagarcity was consider for finding out the opinions of respondents.

(3)KOTHARI,C.R. Research Methodology Methods & Techniques, Revised Second

EDITION (New age international publishers), 2013.

(4)Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes

capable of being incorporated in the measure of customer satisfaction.

(5)(Ganguly and Roy (2012) studied the factors affecting customer satisfaction in mahindra two wheeler.

(6)Rastogi&Pandey “ Manpower Planning” ,Educational publishers 1684, Naisarak ,delhi.

CHAPTER-3

PROFILE OF MAHINDRA & MAHINDRA

HISTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE

Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed.Later on, after the partition of India, one of the partners - Ghulam Mohammad - returnedto Pakistan, where he became Finance Minister. As a result, the company was renamedto Mahindra & Mahindra in 1948.

M&M started its operation as a manufacturer of general-purpose utility vehicles. Itassembled CKD jeeps in 1949. Over the passing years, the company expanded itsbusiness and started manufacturing light commercial vehicles (LCVs) and agriculturaltractors.Apart from agricultural tractors and LCVs, Mahindra & Mahindra also showedits dexterity in manufacturing army vehicles. Soon, it started its operations abroad,through its plants set up in China, the United Kingdom and the USA.

M&M partnered with companies prominent in the international market, including RenaultSA, International Truck and Engine Corporation, USA, in order to mark its globalpresence. M&M also started exporting its products to several countries across the world.Subsequently, it set up its branches including Mahindra Europe Srl (based in Italy), Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.

At the same time, M&M managed to be the largest manufacturer of tractors in India, byholding leadership in the market of the country, for around 25 years. The company is anold hand in designing, developing, manufacturing and marketing tractors as well as farmimplements. It made its entry to the passenger car segment in India, with the manufactureof Logan (mid-size sedan) in April 2007, under the Mahindra Renault collaboration.

Soon after the considerable success of Logan, M&M started launching a wide range ofLCVs and three wheelers as well as SUVs including Scorpio and Bolero. In the presenttime, Bolero has gained immense popularity in India. It is one of the most opted vehiclesin its class.(7)

MAHINDRA DURO

Mahindra Duro is the award winning scooter that lets you enjoy and explore your freedom in every possible manner. Be it design, speed, handling, storage space; the new Mahindra Duro has it all. You don’t just own a Mahindra Duro, you possess it. Not to mention the other possessions which come along with it: Power, smartness, freedom and sensibility! That's what this Mahindra PowerScooter stands for. 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 ismated to 5-gears manual transmission. The car accelerates from rest to 60 km/h in just

MAHINDRA FLYTE

Your Style Statement on WheelsMod, zippy, versatile, cool... not just you, but theFlyte too! The perfect scooter to match your personality and your lifestyle. A stylish performance packed with innovative features, it has all that it takes to be your stylestatement on wheels.

The most surprising thing about this scooter is that it is called a scooter. With superior design, great convenience, unmatched comfort, great technology and an overall sense of style, we've put in everything, including our experience and expertise. So fly by and turn heads.

MAHINDRA KINE

A scooter that’s just like you. Loves being ahead of its class.

Kine, the all-new scooter, is Mahindra's latest offering, one that lets you zoom around town as you leave the world behind. Its ergonomic styling, funky colours and a power-packed performance impress you and every pedestrian you flash past. With a 71.5 cc engine, a spacious storage area, and a comfortable seat,Kine is designed to be your perfect companion on every journey.(8)

MAHINDRA STALIO

The Stallio is a perfect blend of style and performance. The cutting edge fully digital display, eye-catching pilot LEDs, futuristic LED tail lamps and the fully flush fuel cap are trendsetters. While the inverted arrow design visor, stylish grab rails and 5 attractive shades are sure to turn heads wherever you may go; the Stallio also backs its looks with a high performance 110cc engine with enough zip to make driving in stop go traffic a breeze. This coupled with the long wheel base and 5 step adjustable suspension make riding a pleasure. What’s more; the 4 year warranty ensures peace of mind for all Stallio riders. It is truly a motorcycle with arresting style and liberating performance.

OverviewThe Mahindra Group shares and identifies with India's destiny, like few others can. A microcosm of India, Mahindra took birth with the country, shared its dream and aspirations and experienced the inevitable troughs and crests in the journey towards its goals. And both continue to march on the path to progress and global recognition and achievement.

The VisionMahindra & Mahindra took birth when K.C. Mahindra visited USA as Chairman of the India Supply Mission. There, he met Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads?

The Establishment Swift action followed thought. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammed. On October 2nd, 1945, Mahindra & Mohammed was set up as a franchise for assembling jeeps from Willys, USA. Two years later, India became an independent nation and Mahindra & Mohammed became Mahindra & Mahindra.

The Milestones Since then, Mahindra & Mahindra has grown steadily in size occupies a premier position in almost all key sectors of the economy. The Group's history is studded with milestones. Each one taking the Group forward.

LaunchMumbai, July 30, 2008: Acquisition of KMCL Mahindra & Mahindra Ltd. (M&M), India's leading automotive companies, announced that its Board of Directors approved the acquisition of business assets

of Pune-based Kinetic Motor Company Ltd. (KMCL). The acquisition was done through a New Company to be formed. (New Co.). The consideration for the acquisition is a sum of Rs.110 crores (subject to closing due diligence) plus 20 percent stake to KMCL in the New Co. M&M holds the balance 80 per cent of the equity.

The deal enabled Mahindra to design and market a range of scooters, value engineered motorcycles and high-end motorcycles for the Indian and global markets, helping it establish a robust, end-to-end two-wheeler business in every segment of the industry.

The acquisition of business assets of KMCL is a defining moment in the history of Mahindra as it gives us an opportunity to emerge as a full range player with a presence in almost every segment of the automobile industry.

Latest ForaySeptember 30, 2010: Mahindra 2 Wheelers Stallio and Mojo motorcycles, with world class Italian design, raw power, adrenaline and speed for the Indian bikers, made their debut at a high voltage launch in Mumbai.

Mahindra 2 Wheelers has achieved a milestone by registering a sale of 1.5 lac units in a year – a clear validation of the success of their niche Power Scooters strategy. Mahindra 2 Wheelers is now all geared up to redefine the biking experience in India with the Stallio and the Mojo which are a potent blend of global technology and innovation and will take the category to the next level.

These world class bikes are worthy additions to the Mahindra 2 Wheelers product portfolio and are part of their commitment to establish a robust, end-to-end two wheeler business in every segment of the industry. Both bikes incorporate world class R&D and design elements from Mahindra’s Bologna, Italy based design house, Engines Engineering and are best suited for Indian biking conditions.

While the Stallio offers a host of features unheard of in its segment and is ideal for the avant-garde young executive or businessman who desires a rugged and reliable yet stylish bike, the Mojo is a performance oriented, power packed bike and is the ultimate machine for motorcycle enthusiasts who are passionate about biking.

Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He was featured in the list of 50 Most Influential Indians in Business Week’s edition dated August 13, 2007

FactoryMahindra & Mahindra has state of art manufacturing facility at Pithampur, near Indore in Madhya Pradesh. The plant, products and processes are ISO 9001 certified from DNV. Mahindra Two Wheelers' Pithampur plant have a total capacity to assemble about 4,50,000 units p.a. on three shifts basis.

Mahindra Two Wheelers Ltd. has an R&D unit located at Chinchwad, Pune, equipped with necessary design and development facilities right from renderings to prototype manufacture and testing. Mahindra Two Wheelers has team of R&D experts with vast industry experience and rich academic background.

Websites

(7)www.mahindra2wheelers.com

(8)www.automobile.com

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

Table No. 1 Satisfaction towards Mahindra two wheelers.

Factor No. of Respondent Percentage (%)Satisfied 24 48

Dissatisfied 26 52Total 50 100

Satisfied47%Dissatisfied

53%

Interpretation 1:

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

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

Factor No. of Respondent Percentage(%) Features 6 12 Low Maintenance 17 34 Comfort 9 18 Style 8 16 After Sales Service 10 20 Total 50 100

Features12%

Low Maintenance34%

Comfort18%

Style16%

After Sales Service

20%

No. of Respondent

Interpretation 2:

The sample drawn on the probability basis clearly shows that 34% (51respondents) are the opinion that low maintenance is the satisfaction factor two wheelers and 20 %(30 respondents) of them who view After Sales Service as a vital factor for customer satisfaction.Followed by Comfort which corresponds to 18 %( 27 respondents), Style with 16%(respondents)and only 12%(18 respondents) of them view that feature of two wheelers as satisfaction factor.

Observation:

Majority of the respondent are of the idea that low maintenance of the top most feature contributing to customer satisfaction followed by after sales services comfort style and features

As such, Mahindra should focus on the aspects, which will enhance the customer satisfaction andthus the market share.

Table No: 3 Customer opinions towards fuel consumption.

Factor No. of Respondent Percentage(%)Extremely Satisfied 13 27Satisfied 25 49Neutral 8 17Dissatisfied 4 7Total 50 100

Extremely Satisfied27%

Satisfied49%

Neutral17%

Dissatisfied7%

Percentage

Interpretation 3:

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

Observation:

As majority of the respondents are satisfied with the fuel consumption of Mahindra two wheelers, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor.

Table No: 4 Customer opinions toward Safety and Comfort.

Factor No. of Respondent Percentage(%)Extremely Satisfied 11 23Satisfied 24 47Neither Satisfied & Dissatisfied

10 20

Dissatisfied 5 10Total 50 100

Extremely Satis-fied23%

Satisfied47%

Neither Satisfied & Dissat-isfied20%

Dissatisfied10%

Percentage

Interpretation 4: Out of the total respondents 47% of the respondents approached were satisfied with the safety and comfort feature of the two wheelers. Followed by 27% was extremely satisfied, 17% are neutral and rest of the 7% was dissatisfied with safety and comfort feature of two wheelers.

Observation:

As majority of the respondents are satisfied with the safety and comfort feature of Mahindra two wheelers, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinionthat the fuel consumption is a dissatisfying factor.

: 5 Customer opinions toward Design.

Factor No. of Respondent Percentage(%)Extremely Satisfied 10 20Satisfied 20 40Neutral 13 27Dissatisfied 7 13Total 50 100

Extremely Satisfied59%Satisfied

23%

Neutral10%

Dissatisfied9%

Percentage

Interpretation 5:

Out of total respondents 40% of the respondents approached were satisfied with the Design of the Rodeo. 20% were more satisfied, 27% of them neutral and 13% are dissatisfied with the design of the two wheelers.

Observation:As majority of the respondents are satisfied with the design of Mahindra two

wheelers, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuelconsumption is a dissatisfying factor.

Table No: 6 Customer opinions toward space availability in Mahindra two wheelers.

Factor No. of Respondent Percentage(%)More Satisfied 11 23Satisfied 22 43Neither Satisfied & Dissatisfied

12 27

Dissatisfied 5 7Total 50 100

More Satisfied23%

Satisfied43%

Neither Satisfied & Dissatis-fied27%

Dissatisfied7%

Percentage

Interpretation 6:

The sample drawn on the probability basis shows that out of 100% of respondents 53% of the respondents approached were satisfied with the space availability of the two wheelers. 27% were more satisfied, 17% of neither satisfied and dissatisfied and 3% are dissatisfied with the space availability of the two wheelers.

Observation:As 80% of the respondents are happy with the space availability of the Mahindra

Rodeo vehicle, it can be conducted that the company has undertaken proper R&D in this

aspect.

The 20% of the respondents who have answered negatively may be comparing with the vehiclein the same category launched very recently.

Table No: 7 Customer satisfactions toward Maintenance of Mahindra two wheelers.

Factor No. of Respondent Percentage(%)Extremely Satisfied 11 23Satisfied 26 51Neutral 10 21Dissatisfied 3 5Total 50 100

Extremely Satis-fied23%

Satisfied51%

Neutral21%

Dissatisfied5%

Percentage

Interpretation 7:

The sample drawn on the probability basis shows that out of 100% of respondents 51% of the respondents approached were satisfied with the maintenance of the two wheelers. 23% were extremely satisfied, 21% of neutral and 5% are dissatisfied with themaintenance.

Observation:Though majority of the customer are satisfied that the maintenance cost of Mahindra

two wheelers is less, around 20% are not satisfied which may be because of comparison of Mahindra two wheelers with the newly launched competing brands coming with even lower maintenance cost.

Table No: 8 Customer awareness about Digital display.

Option No. Of Respondent No. Of Respondents (%)Aware 40 80Unaware 10 20Total 50 100

80%

20%

No. Of RespondentAware Unaware

Interpretation 8:

Out of total respondents, 80% of the respondents approached were aware of the power steering present in some variant of two wheelers and 20% were not aware of the power steering present in some variant of two wheelers.

Observation:Most of the respondents approached were aware of power steering system introduced

in some variants of two wheelers.

Table No: 9 Customer perceptions about Mahindra two wheelers.

Option No. Of Respondent No. Of Respondents (%)Very Good 7 15%Good 19 38%Average 13 26%Bad 8 16%Very Bad 12 5%Total 50 100%

Very Good15%

Good38%

Average26%

Bad17%

Very Bad5%

Percentage

Interpretation 9:

The sample drawn on the probability basis shows that out of 100% of respondents 47% of the respondents gave Good response to Mahindra two wheelers. 20% gave Very Good response, 21% gave Average response and 12% gave bad response to Mahindra two wheelers.

Observation:As 67% of the respondents are satisfied that they are happy with two wheelers, it

satisfies that the customer satisfaction levels are very high. If the company were to identify the pitfalls in their product and undertake remedial measure, thus it will lead to more good word of mouth publicity.

CHAPTER-5

FINDINGS

FINDINGS:

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

1. Mahindra two wheelershas excellent percentage of customer satisfaction according to the data own in table of the data analysis and Interpretation topic.

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

3. Based on the fuel consumption, most of the people are satisfied with it.

4. Based on Safety and Comfort, Design, Space, Maintenance most of the people aresatisfied with it.

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

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

7. Its features and style satisfy most of the people.

CHAPTER-6SUGGESTIONS AND CONCLUSION

SUGGESTIONS:

Mahindra Company has to implement good customer relationship management strategy that enhances customer satisfaction level.

The company can for the undertake R&D to improve the existing feature which field help increase in the customer satisfaction.

The company should promote about the entire feature offered by it.

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

CONCLUSION

Due to the company’s goodwill in the market it is preferred by people but make it like by many other people it can indulge into more aggressive promotion for better result. This will result into more popularity among the people specially the youth. Mahindra2wheelers can come out with new and innovative products with the help of new techniques and innovation.

Though promotion is not only via T.V as is not affordable by every person they can have more hording and radio advertisement done. The prices are also very reasonable for people to buy to the product of Mahindra2wheelers which is an advantage to the company as people can afford if and purchase for their product as well as demand for it too.

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

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

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

BIBLIOGRAPHY

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

EDITION (New age international publishers), 2013.

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

Education .

Rastogi&Pandey “ Manpower Planning” ,Educational publishers 1684,

Naisarak ,delhi.

Das Subhasish “Customer Relationship Management” Edition (2007)(2010)

Peelen Ed “Customer Relationship Management”, Publication Pearson Education.

Websites

www.wikipedia.com

www.mahindra2wheelers.com

www.automobile.com

REFERENCES:

Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes capable of being incorporated in the measure of customer satisfaction.

Ganguly and Roy (2012) studied the factors affecting customer satisfaction in mahindratwo wheeler.

Dutta and Basak (2008) suggested that company should improve their recovery performance.

Ganguly.S,&Roy,S.K. (2011). Generic technology-based service quality dimensions in automobile impact on customer satisfaction and loyalty. International journal ofautomobile marketing, 292(2),168.

Variawa (2010) analyzed the influence of packaging on consumer decision making process for fast moving consumer goods.

ANNEXURE

Name

Mobile Age

Location

Ques. 1 Satisfaction towards Mahindra two wheelers.a) Satisfiedb) Dissatisfied

Ques.2 Factors affecting customer satisfaction towards Mahindra two wheelers.a) Low maintenanceb) Comfortc) Styled) After sale services

Ques.3 Customer opinions towards fuel consumption.a) Extremely satisfiedb) Satisfiedc) Neutrald) Dissatisfied

Ques.4 Customer opinions toward Safety and Comfort.a) Extremely satisfiedb) Satisfiedc) Neutrald) Dissatisfied

Ques.5 Customer opinions toward Design.a) Extremely satisfied

b) Satisfiedc) Neutrald) Dissatisfied

Ques.6 Customer opinions toward space availability in Mahindra two wheelers.a) Extremely satisfiedb) Satisfiedc) Neutrald) Dissatisfied

Ques.7 Customer satisfactions toward Maintenance of Mahindra two wheelers.a) Extremely satisfiedb) Satisfiedc) Neutrald) Dissatisfied

Ques.8 Customer awareness about Digital display.a) Awareb) Unaware

Ques.9 Customer perceptions about Mahindra two wheelers.a) Very goodb) Goodc) Averaged) Bade) Very bad