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MAHINDRA & MAHINDRA LIMITED
Company Profile:
Introduction:
Mahindra & Mahindra Limited is part of the Mahindra Group, an automotive, farm
equipment, financial services, trade and logistics, automotive components, after-
Renault Logan GLE 1.4, this perfectionist has is gifted with perfect body structure
and control level. New cars in this series have a showroom price ranging from around
four lakhs to around five lakhs inclusive of all charges like insurance, octroi, RTO,
etc. Renault Logan GLE 1.4 car prices vary with the car dealer's location.
Renault Logan GLX 1.6 (Petrol) :
Renault Logan GLX 1.6 is the ideal combination of power and elegance. At the
showroom, this car costs around Rs.5,35,000 with an on-road price of around
Rs.6,00,000. This includes standard ancillary charges also.
Renault Logan DLE 1.5 (Diesel) :
This variant of Logan defines itself in terms of spaciousness and performance. The
Renault Logan DLE 1.5 is now available at a showroom price of around Rs.5,55,000
with an on road price of around Rs.6,20,000 including supplementary charges.
Renault Logan GLS 1.6 (Petrol) :
Renault Logan GLS 1.6 is a wide body car with classy features and aggressive price.
New cars have a show room price of around Rs.5,75,000 and on-road price of around
Rs.6,50,000. Mahindra Renault Logan GLS 1.6 car prices vary with the car dealer's
location.
Renault Logan DLX 1.5 (Diesel) :
Renault Logan DLX 1.5 is marked for its spacious and comfortable features. New
cars in this series have a showroom price ranging from around six lakhs to around
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seven lakhs inclusive of all charges like insurance, octroi, RTO, etc. Renault Logan
DLX 1.5 car prices vary with the car dealer's location.
Renault Logan DLS 1.5 (Diesel) :
This sedan variant from the Logan collection includes all the latest features and
facilities available in its segment. At the showroom, this car costs around Rs.6,50,000
with an on-road price of around Rs.7,30,000. This includes standard ancillary charges
also.
MAHINDRA BOLERO (SUV)
Popular Mahindra SUV car prices range from Mahindra cars at a bit above rupees five
lakhs to Mahindra cars at a bit below rupees ten lakhs. The Mahindra Bolero is
Mahindra's leading presentation in the utility vehicle segment. It comes with a brand
new style and time tested performance. The Mahindra Bolero lives up to its reputation
of being a tough vehicle. Mahindra (SUV) The Mahindra Bolero with its diesel
variants targets the middle class consumer with Mahindra SUVs at on-road prices
ranging between rupees five and seven lakhs. Mahindra Bolero variants:
Bolero DI (Diesel) :
Bolero DI makes toughest roads smoothest while riding. New cars have a show room
price of around Rs.5,20,000 and on-road price of around Rs.5,85,000. Mahindra
Bolero DI car prices vary in lakhs upon the car dealer's location.
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Bolero SLE (Diesel) :
Bolero SLE is a perfect match of style, comfort and convenience. New cars in this
series have a showroom price ranging from around five lakhs to around six lakhs
inclusive of all charges like insurance, octroi, RTO, etc. Bolero SLE car prices vary
with the car dealer's location.
Bolero Plus (Diesel) :
The Mahindra Bolero gives an outstanding performance along with modern looks and
features giving the owner complete value for money. At the showroom, this car costs
around Rs.5,50,000 with an on-road price of around Rs.6,20,000. This includes
standard ancillary charges also.
Bolero SLX (Diesel) :
This variant of Bolero is packed with new style and comfort to suit your needs or
unleash your style. The Bolero Bolero SLX is now available at a showroom price of
around Rs.5,80,000 with an on road price of around Rs.6,55,000 including
supplementary charges.
Bolero DIZ (Diesel) :
The Bolero DIZ excels in style with an aggressive grille ornament, muscular stance
and low fender extensions. The Bolero DIZ is now available at a showroom price of
around Rs.5,00,000 with an on road price of around Rs.5,60,000 including
supplementary charges.
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MAHINDRA XYLO
The Mahindra XYLO is perhaps the first vehicle in the country which has been
completely engineered around the customer. The powerful 2.49 litre mEagle CRDe
engine is fuel-efficient and delivers 112 bhp, allowing you to literally fly from 0-60
kmph in just 5.8 seconds. Moreover, the Mahindra XYLO offers class-defining lavish
space all around such that even a 6ft tall person can stretch in comfort on the 3rd row
seat. The XYLO offers an extraordinary level of luxurious comfort at a very cost-
effective price for prospective sedan buyers.
Body Dimensions:
Mahindra Xylo has got a 4525mm in length, 1770mm in width, 1880mm in height
and 2760mm in wheelbase. The Wheelbase which is currently added in the Xylo is
bigger than its Rival Toyota Innova and people who have seen the car tells us that
Xylo would be most spacious car in the MPV segment. Mahindra Xylo has an ample
ground clearance of 186mm which will help you to float over Indian roads with no
difficulty. The Xylo E2 will accumulate nine persons while rest comes out with
seating capacity of eight. The turning radius of Xylo is at straight 5.4m. The Xylo can
withstand to hold 55 Litres of fuel.
Colors:
Mahindra Xylo comes out with four variants in eight different attractive colors. The
customers can pick any of the colors which are
Fiery Black
Read or Red
Java Brown
Minty Green
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Lucky Lilar
Gold Shimmer
Rocky Beige &
Mist Silver
Safety Features:
Mahindra has given a special attention to Xylo when it came to safety features. The
Xylo gets special credits as tubeless tyres as a standard option where the top end E8
variant gets an additional ABS and Airbags.
Differentiation between Variants:
Xylo E2 :
- Illuminated spoiler- Engine immobiliser
Xylo E4 :
- Illuminated spoiler- Engine immobiliser- Central locking
Xylo E6 :
- Illuminated spoiler- Engine immobiliser- Central locking- Tubeless tyre- Fog Lamps
Xylo E8 :
- Illuminated spoiler- Engine immobiliser- Central locking
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- Tubeless tyre- Fog Lamps- Rear Defogger
MAHINDRA SCORPIO (SUV) :
The Scorpio is Mahindra's world class presentation and flagship adventurous
SUV. Mahindra (SUV) The Mahindra Scorpio with its diesel variants targets the
middle class consumer with Mahindra SUVs at on-road prices ranging between
rupees eight and ten lakhs. Mahindra Scorpio variants:
Scorpio 2.6 LX (7-Seater) (Diesel) :
This vehicle comes fully packed with loads of stylish, convenient and comfort
features. New cars have a show room price of around Rs.7,10,000 and on-road price
of around Rs.8,00,000. Mahindra Scorpio 2.6 LX (7-Seater) car prices vary with the
car dealer's location.
Scorpio 2.6 LX (9-Seater) :
Figure out the great technological, exterior, interior, and safety features on this
masterpiece. New cars in this series have a showroom price ranging from around
seven lakhs to around eight lakhs inclusive of all charges like insurance, octroi, RTO,
etc. Mahindra Scorpio 2.6 LX (9-Seater) car prices vary with the car dealer's location.
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Scorpio 2.6 DX (7-Seater) (Diesel):
Scorpio 2.6 DX is well known for eye-catching looks and sturdy performance. At the
showroom, this car costs around Rs.7,80,000 with an on-road price of around
Rs.8,80,000. This includes standard ancillary charges also.
Scorpio 2.6 DX (8-Seater) (Diesel) :
Scorpio 2.6 DX exudes robust and elegance including go-getting features. The
Scorpio 2.6 DX is now available at a showroom price of around Rs.7,78,000 with an
on road price of around Rs.8,80,000 including supplementary charges.
Scorpio 2.6 SLX (7-Seater) (Diesel) :
This variant from the Mahindra Scorpio's stable is marked for its durability, reliability
and low maintenance. New cars have a show room price of around Rs.8,40,000 and
on-road price of around Rs.9,50,000. Mahindra Scorpio 2.6 SLX (7-Seater) car prices
vary with the car dealer's location.
Scorpio 2.6 SLX (8-Seater) (Diesel) :
Scorpio 2.6 SLX possess strong engine with its attractive looks and decent design.
New cars in this series have a showroom price ranging from around eight lakhs to
around nine lakhs inclusive of all charges like insurance, octroi, RTO, etc. Scorpio 2.6
SLX car prices vary with the car dealer's location. Mahindra has positioned itself as the
traditional leader in utility vehicles on Indian roads. Its tie-up with Renault has marked its
full-fledged entry into the passenger car market. Mahindra cars today, including Mahindra
Bolero, Mahindra Scorpio, and Mahindra Logan enjoy immense popularity with Indian
middle class consumers.
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Board of Directors:
Mr. A K Nanda, Executive DirectorMr. A S Ganguly, DirectorMr. Alan E Durante, Executive DirectorMr. Anand G Mahindra, Managing DirectorMr. Baldev R Gupta, Nominee DirectorMr. Bharat Doshi, Executive DirectorMr. Deepak S Parekh, DirectorMr. K J Davasia, Executive DirectorMr. Keshub Mahindra, Chairman / Chair PersonMr. Lewis W K Booth, DirectorMr. M M Murugappan, DirectorMr. Nadir B Godrej, DirectorMr. Narayanan Vaghul, DirectorMr. Philip G Spender, Alternate DirectorMr. R K Kulkarni, DirectorMr. R K Pitamber, DirectorMr. S K Bhatnagar, DirectorMr. Sanjiv A Kerkar, Nominee DirectorMr. Sanjiv Kapoor, Nominee Director
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Table No-1: Company’s Directors
Key Executives:
Table No-2: Company’s Key Executives
SWOT Analysis:
Strengths
Over the years the company has emerged as one of the top players in the world
in terms of number of tractors sold. This gives a clear indication that the
company's market share is one of its biggest strengths.
The company's ability to introduce new products in the market and to generate
sales from those new products is a major strength. The reason being that this is
very essential for any company, for its survival in the long run.
The company has established its brand name in other countries of the world as
well. This is evident from the 40% market share that it holds in the 30-40 HP
tractors market in the US.
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S.N. Auditor’s Name Designation
1 Mr.Narayan ShankarCo.Secretary & Compl. Officer
2 Mr.Bharat DoshiGroup Chief Financial Officer
3Mr.Anjanikumar Choudhari
President
4 Mr.Hemant Luthra President
5 Mr.Ulhas N Yargop President
6 Mr.A K Nanda President
7 Mr.Pawan Goenka President
8 Mr.Rajeev Dubey President
9 Mr.Anoop Mathur President
10 Mr.Uday Y Phadke President
Weaknesses
The company is highly dependent on the rural sector, and the rural sector in
turn is highly dependent on the monsoons. As a result, if there happen to be
bad monsoons (less of rains) for two consecutive years it could have an
adverse impact on the demand of tractors for the company.
Opportunities
The government has been trying to strengthen the exports of agricultural
products. As a result, the quality of agricultural products necessarily has to be
very high. For this, they need better rural and agricultural infrastructure. This
might result in an increase in demand for tractors.
In India, the penetration of tractors is 10 tractors per 1000 hectares of cropped
area, which is much below the world average of 19 tractors for the same. Thus
there is scope for the demand to increase.
Threats
The company has a history of having invested in unrelated diversifications
such as telecom, holiday and resort inns, financial services, etc. which it has
hived off as subsidiaries from time to time when these turned unmanageable.
This is a cause for concern as such diversifications could divert the company's
attention from its core business. It is a dangerous tendency as it leads to
destruction of shareholders value.
The entry of foreign players in the tractors segment could pose a threat to the
company as these foreign players are technically more competitive than
Mahindra & Mahindra.
Objectives:
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To gather information about customer satisfaction towards Bolero.
To study customer satisfaction of Bolero owners along the following major
parameters:
Features Maintenance Cost Safety & Comfort After sales service
To provide suggestions, in improving the customer satisfaction and the company sales
and profitability.
To identify areas of improvement that could enhance customer satisfaction.
Scope:
The scope of study is limited to the respondents are selected from Delhi
region.
To carry out the market survey of customer satisfaction towards Bolero. For
this purpose the geographical area selected is West Delhi.
The functional area of my study is marketing.
Methodology:
Methodology used for Data Collection :
Primary Data - Primary data is gathered by researcher directly from
first-hand sources by means of surveys, observation or
experimentation. Primary data is collected through questionnaires
which were filled by the respondents.
Secondary Data - Information that already exist somewhere, having
been collected for another purpose. Sources include census reports,
trade publications, and subscription services. Secondary source of
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data that is used in the project is gathered through books,
websites, newspapers & magazines.
Sampling:
Target Population – It is a description of the characteristics of that group of
people from whom a course is intended. It attempts to describe them as they
are rather than as the describer would like them to be. This will be either all or
a subset of potential users. A population to be reached through some action or
intervention; may refer to groups with specific demographic or geographic
characteristics. The target population is the population through which I want to
conclude an ideal situation. I have selected the sample through Simple random
Sampling.
Sample Size – 100 respondents.
Sample Unit – Consumers in the age group of 20 to 50 above.
The target population influences the sample size. The target population represents the
West Delhi region. The people were from different professional backgrounds.
Methodology used for Data Analysis :
Tables
Pie Charts
Bar Graphs
Tools :
The software tools used are: MS-Word.
MS-Excel.
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Data Reduction & Presentation
Q1.Why did you decide to buy Mahindra Bolero?
Details Total PercentageFriends/Relatives suggestion 43 43%Your own decision 57 57%
100Table No-3: Decision to buy Mahindra BoleroSource: Questionnaire
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Graph No-2: Decision to buy Mahindra Bolero
Interpretation:
Consumers approached were asked about why they decided to buy Mahindra Bolero.
The options placed before them were Friends/Relatives suggestion and own decision.
This question was answered by 100 consumers.
From the table and bar graph depicted above, the preference as regards the decision to
purchase Bolero is evident. Of the 100 respondents who answered the questionnaire,
43% indicated that they decided to buy Bolero because of the friends/relatives
suggestion and 57% indicated that they took this buying decision on their own.
This question is aimed at knowing why the consumers decided to buy Bolero. By
analyzing the responses to this question we can say that number of consumers who
took the decision of buying Bolero is more as compare to those who took this decision
of buying on the suggestions of friends or relatives.
Q2. If it was your own decision, what made you choose this brand?
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Details Total PercentagePrice 16 20%Design 15 18.75%Fuel Economy 27 33.75%After Sales Service 10 12.5%Quality 6 7.5%Others 6 7.5%
80Table No-4: Features that helped in choosing Mahindra BoleroSource: Questionnaire
Chart No-1: Features that helped in choosing Mahindra Bolero
Interpretation:
Consumers approached were asked that if it was their own decision to buy Bolero
then what made them choose this brand. The factors that were placed before them
were: Price, Design, Fuel economy, After-sales service, Quality and others. Their
responses were recorded and an idea of the factors that influence their buying
decisions was formed.
From the table, bar graph and pie chart depicted above, the influencing factors are
evident. Of the 80 respondents who answered the questionnaire, 27 replied that fuel
economy of the Bolero is generally the main reason they choose to buy it. This
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accounts for 33.75% of the respondents who replied fuel economy as the main reason
for their purchase.
Of the 80 respondents who answered the questionnaire, 6 answered that quality
contributed to their purchase decision, while another 6 replied that other factors other
than mentioned in the above table like space available etc. played a big role in their
decision. This accounts for 7.5% of the respondents, in each case.
This question is aimed at getting customer feedback as to the factors that influenced
their purchase decision of Bolero. By analyzing the responses to this question, we can
say that fuel economy has the biggest influence on the consumers in their purchase
decision.
If set in descending order of influence as indicated by the consumers, the factors can
be listed as: Fuel economy, price, design, after-sales service, quality, and others.
From the table, bar graph and pie chart depicted above, it is evident that customers
give value to a number of factors when deciding which 4-wheeler to purchase. It
would be prudent on pat of the company to identify their strong and weak areas,
which attract or drive away customers.
Q3. Indicate your level of satisfaction with respect to the following attributes of
Table No-5: Level of Satisfaction with regard to certain attributesSource: Questionnaire
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Graph No-3: Level of satisfaction with regard to certain attributes
Interpretation:
Consumers approached were asked about their satisfaction level based on some
attributes of Bolero. The attributes placed before consumers were: Fuel consumption,
safety & comfort, design, space available and maintenance cost. The question was
answered by 100 consumers. The satisfaction scale comprised of five options:
Extremely satisfied, satisfied, neutral, dissatisfied and highly dissatisfied.
From the table and bar graph depicted above, satisfaction level of the consumers is
evident. Of the 100 respondents who answered the questionnaire, 49.49% replied that
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they are satisfied with the fuel consumption of the Bolero and 1.01% replied that they
are highly dissatisfied with the fuel consumption.
Of the 100 respondents who answered the questionnaire, 54.54% replied that they are
satisfied with the safety & comfort provided by Bolero and 1.01% replied that they
are highly dissatisfied with the safety & comfort.
Of the 100 respondents who answered the questionnaire, 54.08% replied that they are
neutral towards the design of the Bolero and 3.06% replied that they are extremely
satisfied with this attribute of Bolero.
Of the 100 respondents who answered the questionnaire, 72.44% replied that they are
satisfied with the space available in the Bolero and 1.02% replied that they are
dissatisfied with space available.
Of the 100 respondents who answered the questionnaire, 51.51% replied that they are
neutral towards the maintenance cost of the Bolero and 2.02% replied that they are
highly dissatisfied and other 2.02% replied that they are extremely satisfied with the
maintenance cost.
This question is aimed at knowing the satisfaction level of consumers towards Bolero.
By analyzing the responses to this question, we can find out the effectiveness of the
fuel economy, design, space available, maintenance cost and safety & comfort on the
target consumers. This helps in understanding the consumers’ satisfaction level
corresponding to these attributes.
From the tabulated data depicted above and responses of the consumers, it is evident
that a good number of target consumers are satisfied with the Bolero at large.
However, there are those who are unsatisfied or neutral towards the Bolero. Such
consumers form the potential market that the companies must strive to attract.
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There are also quite a few respondents who were highly satisfied with the Bolero. It is
imperative for the company to find out why this is so. They can modify and apply the
same attractions towards the consumers who are less satisfied. The above table, graph
and pie charts give a worm’s eye-view of the consumers’ satisfaction towards Bolero.
This can help the marketers understand how effective their strategies have been.
Q4. Are you satisfied with the overall service provided by Mahindra &
Mahindra?
Details Total PercentageStrongly Agree 11 11%Agree 39 39%Neither Agree Nor Disagree 38 38%Disagree 12 12%Strongly Disagree 0 0%
100Table No-6: Satisfaction level with overall service of M&MSource: Questionnaire
Graph No-4: Satisfaction level with overall service of M&M
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Chart No-2: Satisfaction level with overall service of M&M
Interpretation:
Consumers approached were asked if they satisfied with the overall service provided
by Mahindra & Mahindra. This question was answeered by 100 consumers. The
options that were placed before them were: Strongly agree, agree, neither agree nor
disagree, disagree and strongly disagree.
From the table, bar graph and pie chart depicted above, the satisfaction level of
consumers of the overall service provided by Mahindra & Mahindra is evident. Of the
100 who answered the questionnaire, 39% replied that they agree that they are
satisfied with the services of Mahindra & Mahindra.
Of the 100 who answered the questionnaire, 11% replied that they strongly agree that
they are satisfied with the overall service provided by Mahindra & Mahindra.
This question is aimed at knowing the satisfaction level of the consumers about the
overall service provided by Mahindra & Mahindra. From the tabulated data depicted
above, it is evident that a good number of target customers are satisfied with the
overall services of the company.
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There are also quite a few respondents who are strongly agree that they are satisfied
with the services of the company. It is imperative for the company to find out why
this is so. They can modify and apply the same attractions towards those consumers
who are less satisfied with services of the Mahindra & Mahindra.
Q5. Compared to other products thar are available in the same segment would
you say that Bolero is:
Details Total PercentageMuch Better 12 12%Somewhat Better 42 42%About The Same 31 31%Somewhat Worse 14 14%Much Worse 1 1%Don’t Know 0 0%
100Table No-7: Comparison of Bolero with other products in the same segmentSource: Questionnaire
Chart No-3: Comparison of Bolero with other products in the same segment
Interpretation:
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Consumers approached were asked that what they have to say about Bolero if we
compare it to other products that are available in the same segment. The options
placed before them were: Much better, somewhat better, about the same, somewhat
worse, much worse and don’t know. This question was answered by 100 consumers.
From the table, bar graph and pie chart depicted above, the responses of the
consumers regarding Bolero as compared to other products in the same segment are
evident. Of the 100 respondents who answered the questionnaire, 42% replied that
Bolero is somewhat better when it comes to comparing it with others in the same
segment.
Of the 100 respondents who answered the questionnaire, 1% replied that Bolero is
much worse than others in the same segment.
It is evident from the responses that consumers, on an average, regarded Bolero as
better than its counterparts.
This question is aimed at knowing what consumers think about Bolero when it is
compared to others in the same segment. By analyzing the responses to this question
we can say that consumers think Bolero is better than others in the same segment.
The company should try to find out the factors responsible for this and should apply
them in a more attractive way so that company will be able to change the thinking of
those respondents who feels that Bolero is worse than its counterparts.
Q6. How likely are you to recommend Bolero to others?
Details Total PercentageDefinitely will recommend 11 11%Probably will recommend 49 49%Not sure 24 24%Probably will not recommend 15 15%Definitely will not recommend 1 1%
100
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Table No-8: Recommendation of Bolero to othersSource: Questionnaire
Graph No-5: Recommendation of Bolero to others
Chart No-4: Recommendation of Bolero to others
Interpretation:
Consumers approached were asked that how likely are they to recommend Bolero to
others. The options placed before them were: Definitely will recommend, probably
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will recommend, not sure, probably will not recommend and definitely will not
recommend. This question was
answered by 100 respondents. The responses were recorded and an idea about the
image of the Bolero in the minds of the consumers was made.
From the table, bar graph and pie chart depicted above, the number of customers who
will recommend Bolero to others is evident. Of the 100 respondents who answered the
questionnaire, 49% replied that they’ll probably recommend Bolero to others.
Of the 100 respondents who answered the questionnaire, 1% replied that they
definitely will not recommend Bolero to others.
This question is aimed at knowing whether they’ll recommend Bolero to others based
on their experience. The object is also to analyze the image of the Bolero in the minds
of its consumers. By analyzing the responses to this question, we can say that a large
number of consumers will recommend Bolero to others. This implies that consumers
have a satisfactory image of the Bolero in their minds.
Q7. Are you satisfied with this brand?
Details Total PercentageYes 67 67%No 33 33%
100Table No-9: Number of respondents satisfied with the Bolero Source: Questionnaire
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Graph No-6: Number of respondents satisfied with the Bolero
Interpretation:
Consumers approached were asked whether or not they are satisfied with this brand.
The options placed before them were: Yes and no. This question was answered by
100 respondents.
From the table and bar graph depicted above, the satisfaction of the consumers with
this brand is evident. Of the 100 respondents who answered the questionnaire, 67%
replied yes they are satisfied with the brand.
Of the 100 respondents who answered the questionnaire, 33% replied that they are not
satisfied with the brand.
This question is aimed at knowing whether or not the consumers are satisfied with this
brand. By analyzing the responses to this question, we can say that quite a large
number of consumers are satisfied with the brand.
It is imperative for the company to find out those factors which are behind this
satisfaction and should apply them in a more effective manner so that those are
dissatisfied can be made to change the image of the company that they have in their
mind and got satisfied.
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Q8. If you have to buy another car, will you choose the same brand again?
Details Total PercentageYes 48 48%No 52 52%
100Table No-10: Number of respondents ready to buy same brand againSource: Questionnaire
Graph No-7: Number of respondents ready to buy same brand again
Interpretation:
Consumers approached were asked if they have to buy another car will they choose
the same brand again. The question was answered by 100 respondents. The responses
were recorded and an idea whether or not consumers will continue their purchase with
this brand was made.
From the table and bar graph depicted above, the number of consumers who’ll choose
this brand again if they have to purchase a car is evident. Of the 100 respondents who
answered the questionnaire, 52% replied that they’ll not consider this brand in future
if they have to purchase another car.
Of the 100 respondents who answered the questionnaire, 48% replied that they’ll
choose the same brand in future if they have to buy another car.
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This question is aimed at knowing whether or not the consumers will consider this
brand again if they have to make purchase in future. From the responses recorded, we
can say that number of consumers who’ll not consider this brand in future in case they
have to purchase another car is more than those who replied that they will consider
this brand again.
Company should try to find out the main reasons behind this otherwise it will not be
able to hold its current consumer base for long and that will affect its profit and
market share.
Q9. What is your overall opinion about Mahindra Bolero?
Details Total PercentageVery Good 17 17%Good 40 40%Neither good nor bad 34 34%Bad 9 9%Very Bad 0 0%
100Table No-11: Overall opinion about Mahindra BoleroSource: Questionnaire
Graph No-8: Overall opinion about Mahindra Bolero
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Chart No-5: Overall opinion about Mahindra Bolero
Interpretation:
Consumers approached were asked about their overall opinion about Mahindra
Bolero. The options placed before them were: Very good, good, neither good nor bad,
bad and very bad. This question was answered by 100 respondents.
From the table, bar graph and pie chart depicted above, the overall opinion of the
consumers about Bolero is evident. Of the 100 respondents who answered the
questionnaire, 40% replied “good” as their overall opinion about Bolero.
Of the 100 respondents who answered the questionnaire, 9% replied “bad” as their
overall opinion about Bolero.
This question is aimed at knowing the overall opinion of the consumers about Bolero.
By analyzing the responses to this question, we can say that majority of the
consumers have a good opinion about the Bolero based on their experience. This
means they are satisfied with this brand and it’s a good sign for the company.
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Data Analysis
The above data is collected through questionnaire. The sample size was 100
respondents and the survey was conducted in West Delhi. The data is presented
through charts, graphs and tables. All the calculations are done in the MS-Excel.
There were some limitations that I faced while collecting and analyzing the data such
as time constraints, lack of expertise and hesitation of respondents in filling the
questionnaire and giving me appropriate information. Following is the analysis of the
collected data:
The first question which was asked to the respondents was about their decision
to buy Bolero whether they purchased it because of the friends/family
suggestion or it was their own decision.
57% of the respondents said that it was their own decision and 47% said they
purchased it because of friends/family suggestion.
Majority of the respondents took this decision on their own.
So through results we can say that the company should take extra efforts in
promoting their products as large numbers of people take their decision on the
way a company promotes its products.
In the next question respondents were asked why they choose this particular
brand. The options that placed before them were: Price, Design, Fuel
economy, after sales services, Quality and others. Through the responses to
this question we identified which factor or factors influence the respondents
the most.
The highest responses i.e. 33.75% have been attributed to fuel economy. The
other factors that influence the respondents in favoring this brand over others
are (in descending order): Price, design, after sales services, quality.
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Through this result we can say that company should pay more attention to
improve the quality of Bolero.
Then in the next question respondents were asked about their level of
satisfaction on the basis of some attributes of Bolero such as: fuel
consumption, safety & comfort, design, space available & maintenance cost.
They had to indicate their level of satisfaction as: extremely satisfied,
satisfied, neutral, dissatisfied & highly dissatisfied towards each of the above
mentioned attributes. Through the responses to this question we identified the
satisfaction level of the consumers.
From the responses received we can say that majority of the respondents are
satisfied with the fuel consumption, safety & comfort and space available in
the Bolero.
Majority of the respondents are neutral about design and maintenance cost of
the Bolero.
Only few of the respondents were dissatisfied with the above mentioned
attributes, this indicates that the respondents are moderately satisfied with the
Bolero.
The next question was about their satisfaction towards the overall service
provided by the Mahindra & Mahindra. The options placed given were: