JASHANA.docx

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.

___________________________________________________________________________

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

P.No. 117,118,121.(1)

Customer Relationship Management

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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

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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.

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

P.No. 115,116,120.(2)

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.

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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.

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

Facts & Figures

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

manufacturers, commercial vehicle makers or three-wheeler companies -everyone appears to be in a

scramble to hike production capacities. The country isexpected to witness over Rs 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. MarutiUdyog has set up thesecond car plant

with a manufacturing capacity of 2.5 lakh units per annum for aninvestment of Rs 6,500 Crore (Rs

3,200 Crore for diesel engines and Rs 2,718 Crorefor 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 thanRs 3,800 Crore to India.

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

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General Motors will be investingRs 100 Crore, Ford aboutRs 350 Crore AndToyota 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 Rs1,000 crore of investment. Mahindra & Mahindra's joint venture with

International Trucks is expected to see an infusion of at leastRs 500 Crore.

Industry performance in 2009-10

The Indian automotive market managed to stand up to the vagaries of the economic meltdown to

show slightly growth during fiscal 2009-10. Overall vehicle sales at 97.23 lakh grew 0.71 per cent

from 96.54 lakh units in 2008-09.

When major automotive markets reported a 30-40 per cent decline, only a handful ofcountries

managed to show growth. A few months ago, India was looking at negativegrowth but has turned

around. It is actually better than expected.

Passenger vehicle sales at 15.51 lakh registered flat growth while commercial vehicle sales showed a

21 per cent drop.

Purpose

A business ideally is continually seeking feedback to improve customer satisfaction.

"Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty." "Customer satisfaction data are among the most frequently collected indicators of

market perceptions. Their principal use is twofold:"

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1. "Within organizations, the collection, analysis and dissemination of these data send a

message about the importance of tending to customers and ensuring that they have a

positive experience with with the company's goods and services.

2. "Although sales or market share can indicate how well a firm is performing currently,

satisfaction is perhaps the best indicator of how likely it is that the firm’s customers

will make further purchases in the future. Much research has focused on the

relationship between customer satisfaction and retention. Studies indicate that the

ramifications of satisfaction are most strongly realized at the extremes."

On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become

return customers and might even evangelize for the firm. (A second important metric related

to satisfaction is willingness to recommend. This metric is defined as "The percentage of

surveyed customers who indicate that they would recommend a brand to friends." When a

customer is satisfied with a product, he or she might recommend it to friends, relatives and

colleagues. This can be a powerful marketing advantage.) "Individuals who rate their

satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by

making negative comments about it to prospective customers. Willingness to recommend is a

key metric relating to customer satisfaction."

Theoretical Ground

"In literature antecedents of satisfaction are studied from different aspects. The

considerations extend from psychological to physical and from normative to positive aspects.

However, in most of the cases the consideration is focused on two basic constructs as

customers expectations prior to purchase or use of a product and his relative perception of the

performance of that product after using it.

Expectations of a customer on a product tell us his anticipated performance for that product.

As it is suggested in the literature, consumers may have various "types" of expectations when

forming opinions about a product's anticipated performance. For example, four types of

expectations are identified by Miller (1977): ideal, expected, minimum tolerable, and

desirable. While, Day (1977) indicated among expectations, the ones that are about the costs,

the product nature, the efforts in obtaining benefits and lastly expectations of social values.

Perceived product performance is considered as an important construct due to its ability to

allow making comparisons with the expectations.

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It is considered that customers judge products on a limited set of norms and attributes.

Olshavsky and Miller (1972) and Olson and Dover (1976) designed their researches as to

manipulate actual product performance, and their aim was to find out how perceived

performance ratings were influenced by expectations. These studies took out the discussions

about explaining the differences between expectations and perceived performance." 

The Disconfirmation Model

"The Disconfirmation Model is based on the comparison of customers’ [expectations] and

their [perceived performance] ratings. Specifically, an individual’s expectations are

confirmed when a product performs as expected. It is negatively confirmed when a product

performs more poorly than expected. The disconfirmation is positive when a product

performs over the expectations(Churchill & Suprenant 1982). There are four constructs to

describe the traditional disconfirmation paradigm mentioned as expectations, performance,

disconfirmation and satisfaction."  "Satisfaction is considered as an outcome of purchase and

use, resulting from the buyers’ comparison of expected rewards and incurred costs of the

purchase in relation to the anticipated consequences. In operation, satisfaction is somehow

similar to attitude as it can be evaluated as the sum of satisfactions with some features of

product."  "In the literature, cognitive and affective models of satisfaction are also developed

and considered as alternatives(Pfaff, 1977).

Customer satisfaction is an ambiguous and 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 options the customer may

have and other products against which the customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988

provides the basis for the measurement of customer satisfaction with a service by using the

gap between the customer's expectation of performance and their perceived experience of

performance. This provides the measurer with a satisfaction "gap" which is objective and

quantitative in nature. Work done by Cronin and Taylor propose the

"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman,

Zeithaml and Berry as two different measures (perception and expectation of performance)

into a single measurement of performance according to expectation.

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The usual measures of customer satisfaction involve a survey from software providers such

as Confirmit, Medallia and Satmetrix with a set of statements using a Likert Technique or

scale. The customer is asked to evaluate each statement and in term of their perception and

expectation of performance of the organization being measured. Their satisfaction is

generally measured on a five-point scale.

"Customer satisfaction data can also be collected on a 10-point scale."

"Regardless of the scale used, the objective is to measure customers’ perceived satisfaction

with their experience of a firm’s offerings." It is essential for firms to effectively manage

customer satisfaction. To be able do this, we need accurate measurement of satisfaction.

Good quality measures need to have high satisfaction loadings, good reliability, and low error

variances. In an empirical study comparing commonly used satisfaction measures it was

found that two multi-item semantic differential scales performed best across both hedonic and

utilitarian service consumption contexts. According to studies by Wirtz & Lee (2003), they

identified a six-item 7-point semantic differential scale (for example, Oliver and Swan 1983),

which is a six-item 7-point bipolar scale, that consistently performed best across both hedonic

and utilitarian services. It loaded most highly on satisfaction, had the highest item reliability,

and had by far the lowest error variance across both studies. In the study, the six items asked

respondents’ evaluation of their most recent experience with ATM services and ice cream

restaurant, along seven points within these six items: “pleased me to displeased me”,

“contented with to disgusted with”, “very satisfied with to very dissatisfied with”, “did a

good job for me to did a poor job for me”, “wise choice to poor choice” and “happy

with to unhappy with”.

A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a four-item

7-point bipolar scale, was the second best performing measure, which was again consistent

across both contexts. In the study, respondents were asked to evaluate their experience with

both products, along seven points within these four items: “satisfied to dissatisfied”,

“favorable to unfavorable”, “pleasant to unpleasant” and “I like it very much to I didn’t like it

at all”.

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The third best scale was single-item percentage measure, a one-item 7-point bipolar scale

(e.g., Westbrook 1980). Again, the respondents were asked to evaluate their experience on

both ATM services and ice cream restaurants, along seven points within

“delighted to terrible”.

It seems that dependent on a trade-off between length of the questionnaire and quality of

satisfaction measure, these scales seem to be good options for measuring customer

satisfaction in academic and applied studies research alike. All other measures tested

consistently performed worse than the top three measures, and/or their performance varied

significantly across the two service contexts in their study. These results suggest that more

careful pretesting would be prudent should these measures be used.

Finally, all measures captured both affective and cognitive aspects of satisfaction,

independent of their scale anchors. Affective measures capture a consumer’s attitude

(liking/disliking) towards a product, which can result from any product information or

experience. On the other hand, cognitive element is defined as an appraisal or conclusion on

how the product’s performance compared against expectations (or exceeded or fell short of

expectations), was useful (or not useful), fit the situation (or did not fit), exceeded the

requirements of the situation (or did not exceed).

Methodologies

American Customer Satisfaction Index (ACSI) is a scientific standard of customer

satisfaction. Academic research has shown that the national ACSI score is a strong predictor

of Gross Domestic Product (GDP) growth, and an even stronger predictor of Personal

Consumption Expenditure (PCE) growth. On the microeconomic level, academic studies

have shown that ACSI data is related to a firm's financial performance in terms of return on

investment (ROI), sales, long-term firm value (Tobin's q), cash flow, cash flow

volatility, human capital performance, portfolio returns, debt financing, risk, and consumer

spending. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth

recommendations, and purchase behavior. The ACSI measures customer satisfaction annually

for more than 200 companies in 43 industries and 10 economic sectors. In addition to

quarterly reports, the ACSI methodology can be applied to private sector companies and

government agencies in order to improve loyalty and purchase intent. ASCI scores have also

been calculated by independent researchers, for example, for the mobile phones sector, higher

education, and electronic mail.

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The Kano model is a theory of product development and customer satisfaction developed in

the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories:

Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some

insight into the product attributes which are perceived to be important to customers.

SERVQUAL or RATER is a service-quality framework that has been incorporated into

customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction

Barometerto indicate the gap between customer expectations and experience.

J.D. Power and Associates provides another measure of customer satisfaction, known for its

top-box approach and automotive industry rankings. J.D. Power and Associates' marketing

research consists primarily of consumer surveys and is publicly known for the value of its

product awards.

Other research and consulting firms have customer satisfaction solutions as well. These

include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the Stages

of Excellence framework and which helps define a company’s status against eight critically

identified dimensions.

For B2B customer satisfaction surveys, where there is a small customer base, a high response

rate to the survey is desirable. The American Customer Satisfaction Index (2012) found that

response rates for paper-based surveys were around 10% and the response rates for e-surveys

(web, wap and e-mail) were averaging between 5% and 15% - which can only provide a

straw poll of the customers' opinions.

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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)

OBJECTIVES OF 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.

KOTHARI,C.R. Research Methodology Methods & Techniques, Revised Second EDITION

(New age international publishers), 2013(3)

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SCOPE OF 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.

The present study can be extended to access the present marketing condition of Indian

automobile sector

The study can be used to design a proper product, price, place and promotional

strategy for the market.(4)

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.

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

Naisarak ,delhi.(4)

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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

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REVIEW OF LITERATURE

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

capable of being incorporated in the measure of customer satisfaction . Later, the possibility

was posed of grouping these attributes into dimensions of quality and testing their reliability

and validit.(5)

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. (6)

(Kotler and Keller, 2012) It is worth noting that consumer buying behaviour is studied as a

part of the MARKETING and its main objective it to learn the way how the individuals,

groups or organizations choose, buy use and dispose the goods and the factors such as their

previous experience, taste, price and branding on which the consumers base their purchasing

decisions Lee (2005) carried out study to learn the five stages of consumer decision making

process in the example of China. The researcher focuses on the facts that affect the consumer

decision making process on purchasing imported health food products, in particular

demographic effects such as gender, education, income and marital status. The author

employed questionnaire method in order to reach the objectives of the research. Analysis of

five stages of consumer decision making process indicate that impact of family members on

the consumer decision making process of purchasing imported health food products was

significant.

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.

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)

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

wheeler.(6)

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.

Dutta and Basak (2010) 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.

Acebron et al (2010) “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.”

Blackwell et al (2010) The author further explains this by the fact Chinese tradition of taking

care of young and old family members have long been developed and marriage is considered

to be extremely important in Chinese tradition. This reflects in the findings of the study that

the purchase of imported health food products made by a person for the people outside the

family is declined significantly by both male and female Chinese after they get married.Five

Stages Model of consumer decision making process has also been studied by a number of

other researchers. Although different researchers offer various tendencies towards the

definitions of five stages, all of them have common views as they describe the stages in

similar ways. One of the common models of consumer decision making process has been

offered by According to him, the five stages of consumer decision making process are

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followings: problem/need recognition, information search, evaluation of alternatives,

purchase decision made and post-purchase evaluation.

Lancaster et al, (2010). Another view suggests that understanding consumer behaviour has

become crucial especially due to fierce competition in retail industry in the UK and

worldwide This chapter will introduce some other areas of research background of consumer

behaviouraddressing the works of researchers and marketers. Moreover, consumer decision

making process, in particular, five stages of consumer decision making process will be

discussed in detail.

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 50 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.

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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)

www.mahindra2wheelers.com(7)

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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.

www.automobile.com(8)

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Overview

The 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 Vision

Mahindra & 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.

Launch

Mumbai, 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

19

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 Foray

September 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

20

Factory

Mahindra & 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.

Soon after the considerable success of Logan, M&M started launching a wide range of LCVs

and three wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero

has gained immense popularity in India. It is one of the most opted vehicles in its class.

MAHINDRA BOLERO

Mahindra Bolero is one of the most successful and popular utility vehicle of the Mahindra

and Mahindra Group. The car is robust in appearance and it has been elegantly designed,

keeping in mind the conditions of the Indian roads.

Mahindra Bolero is also among the best fuel-efficient cars of India as the manufacturer has

equipped it with a 2500 cc diesel engine with5- speed transmission.

MAHINDRA SCORPIO

Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility Vehicle

in India in 2002.

This SUV has redefined the expectations for the design of SUVs with its sturdy looks and

powerful performance, the sophisticated interior design adds to the further glory to the

appearance.

21

MAHINDRAINGENIO

Mahindra & Mahindra is planning to launch a new multi-purpose vehicle (MPV) to take on

the Toyota Innova and the Chevrolet Tavera in both the individual buyer and taxi segments.

MAHINDRA RENAULT LOGAN

Much awaited Mahindra-Renault Logan has been launched in India. This compact sedan is a

spacious, practical and affordable vehicle. The outlook of Logan 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

today’s sedans, with the ample space of a utility vehicle. Xylo's muscular stance contributes

to its commanding road presence. Fully packed with the latest features, the MUV is sure to

impress Indian consumers and provide a stiff competition to the other vehicles within its

class.

 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 5-gears

manual transmission. The car accelerates from rest to 60 km/h in just 5.8 seconds.

HIGHEST CRISIL RATING FOR M&M

22

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,

India’s 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

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 2006-

07

23

M&M was presented with the coveted Bombay Chamber Good Corporate Citizen Award

2006-07 at a glittering ceremony held to celebrate the Chamber’s 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 company’s ‘Best-in-Class’ corporate governance

practices and reflects its transparent and ethical dealings with stakeholders across the entire

value chain. It recognizes the Management’s commitment to the highest standards of

corporate conduct and its commitment to Corporate Social Responsibility as a distinct

activity that helps build commendable social values and adds to the ethical 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 communiqué.

24

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&M’s ‘art-to-part’ strategy of diversification

into the auto parts value chain and its plans for new platforms for utility vehicles and

joint venture with Renault for Logan have led to a gain in ranks.”

M&M was ranked 22nd in Business India’s annual survey of the country’s top

companies - Super 100

M&M was ranked 31st in Business Today’s annual survey of India’s most valuable

companies

UNITED AUTOMOBILE (PVT) LTD.

United Automobiles was established in 1951. United automobiles were the first authorized

dealers of M&M.

Our Distinction:

This is one of the largest authorized dealers for Mahindra & Mahindra Automotives. Record

sales in the first year of operation.

Partners in Progress:

We are the preferred partners of M&M automotives, chiefly due to our successful sales

record and quality. Our facilities have remained unsurpassed, as we strive everyday to better

our self.

Commanding Presence:

United Automobiles as a centralized air-conditioned showroom of M&M automotives its

kind in Uttar Pradesh, spread gracefully and decorated elegantly over an impressive 8100

sq.ft at Lucknow, Being equipped with affable front office staff and adept professional

technicians, Provide a perfect of quality Service and Reliability.

Space Friendly:

The interiors are aimed at making you feel completely at ease, In luxury. Because for us the

customer is king, one who deserves a regal offering. The setting is apt for times when you

need to switch into a relaxed state of mind.

25

Technology to Stay Ahead:

We are equipped with the latest technological advancement in the industry, in order to give

the best of services when it matters. Not just to be part of, But to build the future, is our

motto.

Ambience the Exude Relaxation:

Ours is one of the few service centers to be equipped with a fully-fledged customer-waiting

lounge. A part from a television and pool table, it had a wed kiosk to keep u connected all the

time.

Service with Commitment:

Our dedicated team of mechanical specialty offers expert treatment for your vehicle. We

ensure consistency in performance each time, without fail.

Attention to Details:

We provide genius spare parts and accessories to ensure exceptional performance. Every

single aspect related to your vehicle is taken care of at our premises.

Dealing Made Convenient:

It is a part of our commitment policy to give advantage to the customer at every juncture. We

offer assistance of every kind at our premises itself, which makes it a one stop facility.

Expert Guidance at Every Step:

Our sales team gives utmost priority to your satisfaction. When you need help to make the

right choice, it is ensured that the result is beyond your expectations. Thus making it a point

that you get the best in both luxury and comfort always.

Models:

Mahindra & Mahindra has been launching various type of MUVs and cars from the year of

1945, keeping in mind the quality, design, driving, comfort, fuel efficiency, and service and

26

resale value. These from a formidable force that gives our customers the pride and the joy of

value forever. What drives M&M is

Commitment

Leadership

Any an eye for appropriate technology.

Since 1945, when M&M first began manufacturing MUVs & LCVs, M&M have been

engaged in a single-minded endeavor to bring you cars that only state-of-the-art, but are also

some f the most environment-friendly vehicles in this world-a reflection of our commitment

and care, for better environment.

At the heart of every M&M is a unique engineering and an optimal mix of power and

economy.

All this is supported by M&M nation – wide dealership network and automated workshop

that provide excellent after sale service

The company has constantly exploring new opportunity to define the shape to tomorrow’s

driving technology.

Promotional Activities:

The promotional activities adopted by United Automobiles are

1. Test Driving

2. Free Driving

3. Hoarding

4. Discounts

5. Advertisement in Newspaper and magazines

6. Gift Schemes

7. Free Services

8. Mileage Contents

Promotional expenses have been borne by both United Automobiles and M&M, shares in

advertisement cost.

Service Offered:

27

Six Service and paid service after sale of Cars.

Free checkups campaigns

Finance through bank

Demonstration for new products

Acceptance of warranty claims

Working Time in United Automobiles:

Working hours in United Automobiles are 12 hours per day starting from 9:30 am to 9:30pm

with one-hour break for lunch and 15 minutes for evening tea and coffee.

PRODUCT AVAILABLE AT UNITED AUTOMOBILES:

United Automobiles has franchise of M&M Company. M&M Company manufacturer

various types of MUVs and LCVs.

These are:

MAHINDRA “ XYLO”

XYLO VARIANTS EX-SHOWROOM PRICE

E2 (BASE VERSION) 6,56,824

E4 (LOWER VERSION) 7,04,283

28

E6 (SPORTZ VERSION) 7,74, 973

E8 ( TOP VERSION ) 8,10,312

MAHINDRA “ SCORPIO”

SCORPIO VARIANTS EX- SHOWROOM PRICE

SCORPIO M2DI 6,92,873

SCORPIO Lx mHawk 7,37,737

SCORPIO Sle mHawk 8,37,705

SCORPIO Vlx mHawk 9,38,638

SCORPIO Vle mHawk 10,18,427

MAHINDRA “ BOLERO”

BOLERO VARIANTS EX-SHOWROOM PRICE

29

BOLERO DI 4,93738 (WHITE), 5,05,738 (SILVER)

BOLERO SLE 5,60,519

BOLERO SLX 6,12,820

BOLERO PICKUP 4,56,983

MAHINDRA RENAULT “LOGAN”

LOGAN VARIANTS EX-SHOWROOM PRICE

LOGAN GLE 1.4 4,84,471

LOGAN GLX 1.4 5,09,696

LOGAN GLX 1.6 5,47,169

LOGAN GLS 1.6 5,75,727

LOGAN GLSX 1.6 5,95,292

LOGAN DLE 1.5 5,97,605

LOGAN DLX 1.5 6,40,791

LOGAN DLS 1.5 6,86,631

30

LOGAN DLSX 1.5 7,06,195

Table No. 1 Satisfaction towards Mahindra two wheelers.

Factor No. of Respondent Percentage (%)

Satisfied 24 48

Dissatisfied 26 52

Total 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.

31

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

Service20%

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 mostfeature

32

contributing to customer satisfaction followed by after sales services comfort style and

features.

Table No: 3 Customer opinions towards fuel consumption.

Factor No. of Respondent Percentage(%)

Extremely Satisfied 13 27

Satisfied 25 49

Neutral 8 17

Dissatisfied 4 7

Total 50 100

Extremely Satis-fied27%

Satisfied49%

Neutral17%

Dissatisfied7%

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.

33

Table No: 4 Customer opinions toward Safety and Comfort.

Factor No. of Respondent Percentage(%)

Extremely Satisfied 11 23

Satisfied 24 47

Neither Satisfied &

Dissatisfied

10 20

Dissatisfied 5 10

Total 50 100

Extremely Satisfied23%

Satisfied47%

Neither Satisfied & Dissatisfied

20%

Dissatisfied10%

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

34

are of the opinionthat the fuel consumption is a dissatisfying factor.

: 5 Customer opinions toward Design.

Factor No. of Respondent Percentage(%)

Extremely Satisfied 10 20

Satisfied 20 40

Neutral 13 27

Dissatisfied 7 13

Total 50 100

Extremely Satisfied59%Satisfied

23%

Neutral10%

Dissatisfied9%

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

35

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

Factor No. of Respondent Percentage(%)

More Satisfied 11 23

Satisfied 22 43

Neither Satisfied &

Dissatisfied

12 27

Dissatisfied 5 7

Total 50 100

More Satisfied23%

Satisfied43%

Neither Satisfied & Dissatisfied

27%

Dissatisfied7%

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.

36

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 23

Satisfied 26 51

Neutral 10 21

Dissatisfied 3 5

Total 50 100

Extremely Satisfied23%

Satisfied51%

Neutral21%

Dissatisfied5%

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.

37

Table No: 8 Customer awareness about Digital display.

Option No. Of Respondent No. Of Respondents (%)

Aware 40 80

Unaware 10 20

Total 50 100

80%

20%

Aware 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.

38

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%

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

39

word of mouth publicity.

FINDINGS:

Based on the data gathered by administrating schedules to customers the following

observations are made.

Mahindra two wheelershas excellent percentage of customer satisfaction according to

the data own in table of the data analysis and Interpretation topic.

Most of the people are satisfied with its low maintenance cost and after sales service

provided by Mahindra two wheelers.

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

Based on Safety and Comfort, Design, Space, Maintenance most of the people

aresatisfied with it.

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

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

good.

Its features and style satisfy most of the people.

40

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.

M&M Company needs additional sales promotional aactivities.

Company should give more advertisements in magzines and newspaper to make them

aware and to attract customers.

Dealer should attract customers by giving special reduction in prices at the time of

festivals.

CONCLUSION

41

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.

Mahindra two wheelers hasa very good market share in the state of Gujarat forthe

Scooter segment.

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

Customer.

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

BIBLIOGRAPHY

BOOKS

42

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.

Kumar Arun, Minakshi N. “Marketing Management”Vikash Publication 1st Edition

2006. P.No.213,14.

Kotler Philip, Kooshy Abhram, “Marketing Management”13th Edition Pearson

Education P.No.115,116,120.

Sudha G.S.(2012-2013),Human Resource Management RBD Publications.

Websites

www.mahindra2wheelers.com

www.automobile.com

REFERENCES:

43

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.

John, Joby (2003). Fundamentals of Customer-Focused Management: Competing Through

Service. Westport, Conn.: Praeger

 Batra, Rajeev and Olli T. Athola (1990), “Measuring the Hedonic and Utilitarian Sources of

Consumer Attitudes,” Marketing Letters, 2 (2), 159-70.

 Berry, Leonard L.; A. Parasuraman (1991). Marketing Services: Competing Through Quality. New York

Kessler, Sheila (2003). Customer satisfaction toolkit for ISO 9001:2000. Milwaukee, Wis.: ASQ Quality Pres

ANNEXURE

Name

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Mobile Age

Location

Ques. 1 Satisfaction towards Mahindra two wheelers.

a) Satisfied

b) Dissatisfied

Ques.2 Factors affecting customer satisfaction towards Mahindra two wheelers.

a) Low maintenance

b) Comfort

c) Style

d) After sale services

Ques.3 Customer opinions towards fuel consumption.

a) Extremely satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

Ques.4 Customer opinions toward Safety and Comfort.

a) Extremely satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

Ques.5 Customer opinions toward Design.

a) Extremely satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

45

Ques.6 Customer opinions toward space availability in Mahindra two wheelers.

a) Extremely satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

Ques.7 Customer satisfactions toward Maintenance of Mahindra two wheelers.

a) Extremely satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

Ques.8 Customer awareness about Digital display.

a) Aware

b) Unaware

Ques.9 Customer perceptions about Mahindra two wheelers.

a) Very good

b) Good

c) Average

d) Bad

e) Very bad

46