shyampatidar

7/27/2019 shyampatidar

1/15

A STUDY OF CUSTOMER SATISFACTION TOWARDS

MAHINDRA TRACTORS IN INDORE REGION

Synopsis For

Major Research Project

Submitted towards the partial fulfillment of

Master of Business Administration

Awarded by

Devi Ahilya VishwaVidyalaya Indore

GUIDED BY :

SUBMITTED BY

Prof. Yamini Vyas Pandey

Shyamlal Patidar

Acropolis Technical Campus, Indore

Devi Ahilya VishwaVidyalaya, Indore


2/15

CONTENTS:

1. Introduction

2. Literature Review

3. Rationale of Study

4. Objective of the Study

5. Research Methodology

-Research study

-Tools for Data Collection

-Tools for Data analysis

6. Limitation of the Study

7. Bibliography


3/15

Introduction

The automobile industry has changed the way people live and work. The earliest of modern cars

was manufactured in the year 1895.

Shortly the first appearance of the car followed in India. As the century turned, three cars were

imported in Mumbai (India). Within decade there were total of 1025 cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel was used fortransportation 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 wasdeveloped, 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. Itwas 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-RoyceSilver Ghost that

featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and analuminum 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 Luxe sedan had roomy interior and rear-hinged back door that suited more

to the needs of families. In 1930s, vehicles were less boxy and more streamlined than their

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 kmph (144 mph).
http://www.surfindia.com/automobile/automobile-history.htmlhttp://www.surfindia.com/automobile/automobile-history.htmlhttp://www.surfindia.com/automobile/automobile-history.htmlhttp://www.surfindia.com/automobile/automobile-history.htmlhttp://www.surfindia.com/automobile/automobile-history.htmlhttp://www.surfindia.com/automobile/automobile-history.htmlhttp://www.surfindia.com/automobile/automobile-history.htmlhttp://www.surfindia.com/automobile/automobile-history.htmlhttp://www.surfindia.com/automobile/automobile-history.html


4/15

This was the Indian automobile history, and today modern cars are generally light,

aerodynamically shaped, and compact.

Facts & Figures

The automobile industry in India is on an investment overdrive. Be it passenger car or two-

wheeler manufacturers, commercial vehicle makers or three-wheeler companies - everyone

appears to be in a scramble to hike production capacities. The country is expected to witness

overRs 30,000 crore of investment by 2010.

Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be

launching a mini and may be a compact car.

Most of the companies have made their intentions clear. Maruti Udyog has set up the second car

plant with a manufacturing capacity of2.5 lakh units per annum for an investment ofRs 6,500

Crore (Rs 3,200 Crore for diesel engines and Rs 2,718 Crore for the car plant itself).

Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3

years. Hyundai will bring in more than Rs 3,800 Crore to India.

Tata Motors will be investing Rs 2,000 Crore in its small car project.

General Motors will be investing Rs 100 Crore, Ford about Rs 350 Crore and Toyota

announced modest expansion plans even as Honda Siel has earmarked Rs 3,000 Crore over the

next decade for India - a sizeable chunk of this should come by 2010 since the company is also

looking to enter the lucrative small car segment.

.Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have each

announced well over Rs 1,000 Crore of investment. Mahindra & Mahindra's joint venture

with International Trucks is expected to see an infusion of at least Rs 500 Crore.
http://www.surfindia.com/automobile/automobile-industry.htmlhttp://www.surfindia.com/automobile/hyundai-motor.htmlhttp://www.surfindia.com/automobile/general-motors.htmlhttp://www.surfindia.com/automobile/industry-investment.htmlhttp://www.surfindia.com/automobile/industry-investment.htmlhttp://www.surfindia.com/automobile/tata-motors-ltd.htmlhttp://www.surfindia.com/automobile/ford-india-limited.htmlhttp://www.surfindia.com/automobile/toyota-kirloskar-motor-ltd.htmlhttp://www.surfindia.com/automobile/mahindra-mahindra-ltd.htmlhttp://www.surfindia.com/automobile/industry-investment.htmlhttp://www.surfindia.com/automobile/automobile-industry.htmlhttp://www.surfindia.com/automobile/hyundai-motor.htmlhttp://www.surfindia.com/automobile/general-motors.htmlhttp://www.surfindia.com/automobile/industry-investment.htmlhttp://www.surfindia.com/automobile/industry-investment.htmlhttp://www.surfindia.com/automobile/tata-motors-ltd.htmlhttp://www.surfindia.com/automobile/ford-india-limited.htmlhttp://www.surfindia.com/automobile/toyota-kirloskar-motor-ltd.htmlhttp://www.surfindia.com/automobile/mahindra-mahindra-ltd.htmlhttp://www.surfindia.com/automobile/industry-investment.html


5/15

MAHINDRA & MAHINDRA

Mahindra & Mahindra Limited (M&M) is an Indian multinational automobile

manufacturing corporation headquartered in Mumbai, Maharashtra, India. It

is one of the largest vehicle manufacturers by production in the Republic of

India. It is a part ofMahindra Group, an Indian conglomerate. The company

was founded in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C.

Mahindra and J.C. Mahindra and Malik Ghulam Mohammed. After Indiagained independence and Pakistan was formed, Mohammed emigrated to

Pakistan. The company changed its name to Mahindra & Mahindra in 1948. It

is ranked #21 in the list of top companies of India in Fortune India 500 in

2011.

Mahindra Tractors, the farm equipment division of Mahindra & Mahindra,

builds and sources tractors that are sold worldwide across six continents.

Mahindra is also among the top three tractor manufacturers in the world.

Mahindra has a huge consumer base in India, China and America and a

growing base in Australia. The company builds more tractors in India than

any other manufacturer and has the capacity to build 150,000 tractors a

year. In 1963, M&M formed a joint venture with International Harvester to

manufacture tractors carrying the Mahindra nameplate for the Indian

market. Armed with engineering, tooling and manufacturing know-how

gained from this relationship, M&M developed its first tractor, the B-275.

Mahindra Tractors with sales of nearly 85,000 units annually is one of the

largest tractor companies in the world, and is number one in sales in India -

the largest tractor market in the world. To expand into the growing tractor

market in China, Mahindra acquired majority stake in Jiangling. To raise

awareness about Mahindra in the US, Mahindra USA announced its new

sponsorship in the NASCARNationwide Series with R3 Motorsports, which is

participating with a Mahindra Tractors Chevrolet

Domestic (India)
http://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Automakerhttp://en.wikipedia.org/wiki/Mumbai,_Maharashtrahttp://en.wikipedia.org/wiki/Republic_of_Indiahttp://en.wikipedia.org/wiki/Republic_of_Indiahttp://en.wikipedia.org/wiki/Mahindra_Grouphttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Ludhianahttp://en.wikipedia.org/wiki/J.C._Mahindrahttp://en.wikipedia.org/wiki/Malik_Ghulam_Muhammadhttp://en.wikipedia.org/wiki/Indian_Independencehttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Fortune_India_500http://en.wikipedia.org/wiki/Mahindra_%26_Mahindrahttp://en.wikipedia.org/wiki/Tractorshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/International_Harvesterhttp://en.wikipedia.org/wiki/Jiangling_Tractorshttp://en.wikipedia.org/wiki/NASCARhttp://en.wikipedia.org/wiki/Nationwide_Serieshttp://en.wikipedia.org/wiki/R3_Motorsportshttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Automakerhttp://en.wikipedia.org/wiki/Mumbai,_Maharashtrahttp://en.wikipedia.org/wiki/Republic_of_Indiahttp://en.wikipedia.org/wiki/Republic_of_Indiahttp://en.wikipedia.org/wiki/Mahindra_Grouphttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Ludhianahttp://en.wikipedia.org/wiki/J.C._Mahindrahttp://en.wikipedia.org/wiki/Malik_Ghulam_Muhammadhttp://en.wikipedia.org/wiki/Indian_Independencehttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Fortune_India_500http://en.wikipedia.org/wiki/Mahindra_%26_Mahindrahttp://en.wikipedia.org/wiki/Tractorshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/International_Harvesterhttp://en.wikipedia.org/wiki/Jiangling_Tractorshttp://en.wikipedia.org/wiki/NASCARhttp://en.wikipedia.org/wiki/Nationwide_Serieshttp://en.wikipedia.org/wiki/R3_Motorsports


6/15

Baroda, Gujarat -Mahindra Gujarat

Chappercheri - Swaraj plant

Jaipur,Rajasthan

Mumbai, Maharashtra

Mohali, Punjab

Nagpur, Maharashtra

Rudrapur,Uttarakhand

Zaherabad, Andhra Pradesh

nashik, Maharashtra

Customer Satisfaction

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

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

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

customer for longer time the marketer has to do only one things i.e. customer satisfaction .Ifcustomer 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 on the Mahindra

sarpanch,bhoomiputra,arjun,yuvraj 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 agricultural equipment

lones from 2 to 3 years, lot of tractor manufacturers company facing cut throat competition in the
http://en.wikipedia.org/wiki/Barodahttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Mahindra_Gujarathttp://en.wikipedia.org/w/index.php?title=Chappercheri&action=edit&redlink=1http://en.wikipedia.org/wiki/Jaipurhttp://en.wikipedia.org/wiki/Rajasthanhttp://en.wikipedia.org/wiki/Rajasthanhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Mohalihttp://en.wikipedia.org/wiki/Punjab_(India)http://en.wikipedia.org/wiki/Nagpurhttp://en.wikipedia.org/wiki/Rudrapurhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Zaherabadhttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Nashikhttp://en.wikipedia.org/wiki/Barodahttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Mahindra_Gujarathttp://en.wikipedia.org/w/index.php?title=Chappercheri&action=edit&redlink=1http://en.wikipedia.org/wiki/Jaipurhttp://en.wikipedia.org/wiki/Rajasthanhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Mohalihttp://en.wikipedia.org/wiki/Punjab_(India)http://en.wikipedia.org/wiki/Nagpurhttp://en.wikipedia.org/wiki/Rudrapurhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Zaherabadhttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Nashik


7/15

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.

Customer Satisfaction Strategies Followed By M&M

The different strategies followed by M&M consists of Customer relationship management,strategy to providing better facility to the owner, and strategy to provide better after sales service

to customer.

Customer Relationship Management

CRM as a tool was used to create positive word-of-mouth, to monitor customer experiences and

generate referrals. A series of CRM activities were implemented with regular direct

communication, events and customer satisfaction surveys, Events, Festive offers, Rewards

Program, etc.

Literature Review

Prof.A.M.Suresh, Bangalore: 27 dec.1999

Consumer satisfaction is a growing concern of businesses throughout the world. Increased

competition and consumer demand for quality have moved corporations to devote larger portions

of their market research budgets to studies of customer satisfaction. Today, manufacturing and

service companies, large and small, use satisfaction research to determine the critical product

attributes that result in customer satisfaction. This research reports and measures customer

satisfaction of small cars in Bangalore city. The research identified sales support, vehicle design,

purchase support, cost of ownership and delight features as underlying factors of customer

satisfaction. The research tries to rank the small cars on these factors. The study also tries to find

out whether customer satisfaction varies among customers on the basis of demographics.

Dr. B. C. Saraswathy, Cuddapah:12 Jan. 2003

Customer Relationship Management /Customer Relationship Marketing (CRM) has today

become a typical marketing strategy in the milieu of changed customer behavior. Of late,

customers have become smarter and have all the information at their fingertips with internet


8/15

explosion and communication revolution. They have become more cost driven, value conscious

and are approached by a legion of competitors with equal or better offers. It has also dawn on

companies that retaining a customer is much less

expensive than attracting a new customer. Accordingly, marketing practices have shifted from

basic marketing to reactive marketing and then to relationship marketing. Companies havestarted to align their processes and practices around the customers as well as the product. CRM

is, thus, the process of building profitable, long-term relationships with customers by fostering

repeated purchases. For its successful implementation, CRM should be seen as a philosophy

cutting across the organization rather than a mere short-term marketing tool to boost sales.

International Review of Business Research Papers Volume 6. Number 4. September 2010. Pp.

58 76

McKinsey & Company in 1999 argued that not only functional benefits influence customers'choice behavior and their satisfaction but also other benefits related to the service and the

relationship do affect the customer's satisfaction. In their seminal article, Court et al. (1999)

presented two business cases of American Airlines and First USA credit card. The paper reportsthe first comprehensive formalization of the three dimensions of marketings model applied to

the automobile industry in the Arab World. Despite strategic importance of non functional

benefits, it did not receive enough empirical investigation in the Marketing literature.This studyis an attempt to develop and test a measurement tool aiming to quantifying the factors affecting

satisfaction, customer's satisfaction and loyalty. The validity and reliability of the measurement

swas tested in the case of Egyptian car industry.


9/15

OBJECTIVES OF THE STUDY

The study has been under taken to analyze the customer satisfaction towards all variant of

Mahindra tractors in Indore (M.P) with a special reference to the M&M tractors, the other

objectives are:

To gather information about customer satisfaction towards Mahindra tractor in the

geographic region of Indore (MP).

To know the customer perception about features, low maintenance cost and looks of

Mahindra tractors.

To know the customer satisfaction about the safety and comfort provided by Mahindra

tractors.


10/15

To find out any more improvements to be done to the present vehicle i.e. MAHINDRA

TRACTORS.

RATIONALE OF THE STUDY

In past scenario there are not much choice for customer ,only few companies are in tractor

market that was the main reason those companies runs their monopoly in market but in present

scenario various companies provide tractors in various model so customer have much option for

choose best possible offer.

Our project study is mainly focuses on the problem faced by customer those usesmahindra tractors and also those people which wants to purchase mahindra tractors. Today

customer is much aware about the product.

In past time customer in not much conscious about their tractor they used 1 or 2 tractor in their

whole life but now a days customer change their tractor frequently. So we can say market of

tractor in different segment is increase day by day and competition is also increase day by day.


11/15

By the help of this project I want to emphasize the overall perception of customer for

mahindra tractors, what customer wants by it, what problem faced by customer, customers

opinion about mahindra tractors.

Research Methodology

The success of the analysis mostly depends on the technology on the

methodology on which it is carried out. The appropriate methodology will

improve the validity of the findings. It is very important to have a suitable

research methodology. I collected primary and secondary base data for

customer satisfaction in the organization.

Area of the study

The study will be mainly concentrated on indore


12/15

Research Design

It is Descriptive research, included survey and fact findings enquiries, different

kinds involving a detailed survey by a questionnaires issuing to respondents\

customers of Mahindra tractors.

Population- customer of Mahindra tractors

Total Sample size-100

Sample Size

From the indore sample size of customers will be selected for the purpose of

the study 100 sample taken from Mahindra tractors customers.

Limitations

SCOPE

Conclusion : Expected Conclusion

Tool For Data Collection

The study is based on the data collected through primary and secondary

sources.

Primary Data

An interviews questionnairewas designed to collect primary data from

various usuries customers by a questionnaires survey.


13/15

Secondary Data

Secondary data was collected from journals, magazines, web sites and from

other relevant publications.

Tools For Data Analysis

After the collection of data with help of questionnaires from the customers it

will be arrange in excel sheet than apply following tools for data analysis

Mean and Standard deviation

T test

Bibliography

Research Methodology-C.R. Kothari.2ndedition

Philip Kotler, Marketing Management

Kothari C.R. (1990) Research Methodology: Method and Techniques; Wishva

Prakashan, New Delhi.


14/15

en.wikipedia.org/wiki/Wikipedia/Mahindra tractor company

www.mahindra .com

Farm Equipment Manufacturers | Farm Equipment | Tractor Equipment

Manufacturers". Mahindra.

Mahindra USA Tractors History and information about the Company".

Mahindrausa.com.

"Mahindra Tractor - Compact tractors, utility tractors, farm tractors, ag

tractors, attachments, implements & farm equipment - all built tough!".

www. Mahindrausa.com.

www.Mahindrausa.com /attachments/loaders.
http://www.mahindra/http://www.mahindra.com/Farm_Equ_sec/farm-equipment-manufacturers.htmlhttp://www.mahindra.com/Farm_Equ_sec/farm-equipment-manufacturers.htmlhttp://www.mahindrausa.com/company.phphttp://www.mahindrausa.com/http://www.mahindrausa.com/http://www.mahindrausa.com/http://www.mahindra/http://www.mahindra.com/Farm_Equ_sec/farm-equipment-manufacturers.htmlhttp://www.mahindra.com/Farm_Equ_sec/farm-equipment-manufacturers.htmlhttp://www.mahindrausa.com/company.phphttp://www.mahindrausa.com/http://www.mahindrausa.com/http://www.mahindrausa.com/


15/15

shyampatidar

Documents