CERTIFICATE This is to certify that Mr. jagdish kumar godara from skyline business school, gurgaon, aryana has successfully com!leted his !roject at Mahindra " Mahindra customer satisfaction #gurgaon$ and em!loyee satisfaction #%ikaner$ area from &at december'())* to (+ th january'()&). The title of the !roject done by him as -customer satisfaction #Mahindra bolero$/uring this !roject he orked sincerely " effecti0ely to achie0e the objecti0es ofthe !roject. 1e ish him all the best " success for the future endea0ors. /ate 2
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CERTIFICATE
This is to certify that Mr. jagdish kumar godara from skyline business school,
gurgaon, aryana has successfully com!leted his !roject at Mahindra " Mahindracustomer satisfaction #gurgaon$ and em!loyee satisfaction #%ikaner$ area from &at
december'())* to (+th january'()&). The title of the !roject done by him as
-customer satisfaction #Mahindra bolero$
/uring this !roject he orked sincerely " effecti0ely to achie0e the objecti0es of
the !roject.
1e ish him all the best " success for the future endea0ors.
/ate 2
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AC34516E/7EME4T
At the outset I ould like to thank the management of Mahindra " Mahindra ltd.
For the holehearted co8o!eration and guidance e9tended them, hich made my
!roject !ossible ards often fail to e9!ress one's inner feeling of indebtedness to
one's benefactors. In fact orlds are not !ro!er media for this !ur!ose. The some
difficulty hunts hich he oes to his re0erend and kind guides and number of
other !ersons.
I ould like to thank Mr. dharmendra 0ishista #area manager of %ikaner$ for
alloing me to collect information about such an esteemed organi:ation.
I ish to e9!ress my heartfelt thanks to Mr. !ar0inder ;ingh, #sales manager$ Mr.mukesh barite for their su!!ort during my !roject I ould like to thank the
res!ondents ho !atiently filled u! the <uestionnaire.
6ast but not the least I am indebted to in 0aluable su!!ort of my family and friends
ho ere alays there for my hel!.
#your name$
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/EC6ARATI54
I your name ha0ing roll no. += of %%A semester > of college name hereby that the
!roject entitled customer satisfaction #Mahindra bolero$ and em!loyee satisfaction
is an original ork and the same has not been submitted to any other institute for
aard of any other degree. The interim re!ort as !resented to the guide on
(+?)=?()&). The feasible suggestions ha0e been duly incor!orated in consultation
ith the guide.
;ignature of the candidate
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INDEX
;R. 45.
@ARTIC6AR; @A7E; 45.
PART NO. 1 GENERAL STUDY
&. About the com!any
50er0ie of orld market
50er0ie of India market
7roth of the com!any
(. About major com!anies in the industry
=. @roduct !rofile
PART NO. 2 PRIMARY STUDYB. Introduction of the study
&. literature re0ie
(. !roblem statement of the study
=. objecti0es of the study
+. Research methodology
&. research design
(. source of data
=. data collection method
B. !o!ulation
+. sam!ling method
>. data collection instrument
>. /ata analysis and inter!retation
. Results and finding
D. 6imitation of the study
*. Conclusion
&). ;uggestions
&&. %ibliogra!hy
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GENERAL STUDY
A%5T TE C5M@A4
Mahindra " Mahindra, the market leader in multi8utility 0ehicles in India. The
com!any started manufacturing commercial 0ehicles in &*B+. M " m is the leader
by far in commercial 0ehicle and the second largest in the !assenger 0ehicle
market. The com!any is the orld's si9th largest medium and hea0y commercial0ehicle manufacturing.
Mahindra is best knon for utility 0ehicles and tractors in India, its automoti0e
di0ision, the com!any's oldest unit #founded in &*B+$, makes jee! and three8
heelers #not !assenger -auto rickshas, but utilitarian deli0ery and flatbed
incubations$. M " m's farm e<ui!ment sector, formed in &*>= during indie's green
re0olution, manufactures tractors and industrial engines. M " m also !roduces
military 0ehicles. The com!any has facilities located throughout India.
The sur0ey in0ol0ed gathering ide information about the com!any, its !roduct,
customer satisfaction and im!act of 0arious com!etiti0e firm on the com!any.
From the information collected, 0arious as!ects ere identified here the com!any
needs to focus more to im!ro0e the efficiency of market team of Mahindra
automoti0es.
The research as conducted through collection of !rimary and secondary data.
;econdary data as collected through 0isiting 0arious eb sites, automobilemaga:ines and other reliable sources, !rimary data as collected through a ell
framed <uestionnaire, of hich later a detailed analysis as done using 0arious
statistical I.T. tools M; ord and M; e9cel.
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5n the basis, the secondary data analysis and the e9tensi0e analysis of the !rimary
data, inter!retations ere dran for the <uestions and conclusion is dran. Certain
suggestions are also dran from the analysis to hel!.
5ERIE1 5F 15RI/ MAR3ET
The automobile industry has changed the ay !eo!le li0e and ork. The earliest of
modem cars as manufactured in the year &D*+.
;hortly the first a!!earance of the car folloed in India. As the century turned,
three cars ere im!orted in Mumbai. 1ithin decade there ere total of &)(+ cars
in the city.
The dan of automobile actually goes back to B)) years hen the first heel as
used for trans!ortation in India. In the beginning of &+th century, @ortuguese
arri0ed in china and the interaction of the to cultures led to a 0ariety of ne
technologies, including the creation of a heel that turned under its on !oer. %y
&>))s small steam8!oered engine models as de0elo!ed, but it took another
century before a full si:ed engine !oered 0ehicle as created.
%rother Charles and frank /uryea introduced the horseless carriage in the year
&D*=. It as the first internal combustion motor car of America, and it asfolloed by enry ford's first e9!erimental car that same year.
5ne of the highest rated early lu9ury automobiles as the &*)* rolls Royce sil0er
ghost that featured a <uiet > cylinder engine, leather interior, folding indscreens
and hood, and an aluminum body.
Chauffeurs usually dro0e it and em!hasis as on comfort and style rather than
s!eed. /uring the &*()s, the cars e9hibited design refinements such as balloon
tires, !ressed steel heel, and four heel brakes.
7raham @aige /C !haeton of &*(* featured an D cylinder engine and an aluminum
body.
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The &*= @ontiac de lure sedan had roomy interior and rear hinged back door that
suited more to the need of families. In &*=)s, 0ehicles ere less bo9y and more
streamlined than their !redecessor as.
The &*B)s sa features like automatic transmission, sealed beam headlights, andtubeless tires.
The year &*+ brought !oerful high !erformance cars such as Mercedes %en:
=))sl. It as built on com!act and styli:ed lines, and as ca!able of (=)km!h
#&BBm!h$.
This as the Indian automobile history, and today modem cars are generally light,
aerodynamically sha!ed, and com!act.
Facts & figurs
The automobile industry in India is on an in0estment o0erdri0e. %e it !assenger car
of to heeler manufacturers, commercial 0ehicle makers or three heeler
com!anies e0eryone a!!ears to be in a scramble to hike !roduction ca!acities. The
country is e9!ected to itness o0er Rs =),))) crore of in0estment by ()&).
yundai ill also be unmasking the erna and brand ne diesel car. 7eneral
motors' ill be launching a mini and may be a com!act car.
Most of the com!anies ha0e made their intentions clear. Mahindra udyog has u!
the second car !lant ith a manufacturing ca!acity of (.+ lakh units !er annum for
an in0estment of Rs >,+)) crore #Rs =,()) crore for diesel engines and Rs (,&D
crore for the car !lant itself$.
yundai and Tata motors ha0e announced !lans for in0esting a similar amount
o0er the ne9t = years. yundai ill bring in more than Rs =,D)) Crore to India.
Tata motors ill be in0esting Rs (,))) crore in its small car !roject. 7eneral
motors' ill be in0esting Rs &)) Crore, ford about Rs =+) Crore and Toyota
announced modest e9!ansion !lan e0en as onda sale has earmarked Rs =,)))
crore o0er the ne9t decade for India a si:eable chunk of this should come by ()&)
since the com!any is also looking to enter the lucrati0e small car segment.
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Talking about the commercial 0ehicle segment, ashok 6eyland and Tata motors
each announced ell o0er Rs &,))) Crore of in0estment. Mahindra " Mahindra's
joint 0enture ith interactional trucks is e9!ected to see an infusion of at least Rs
+)) Crore.
5ERIE1 5F I4/IA MAR3ET
The Indian automoti0e market managed to stand u! to the 0agaries of the economic
meltdon to sho slightly groth during fiscal ())D8)*. 50erall sales at *.(=lakh gre ).& !er cent from *>.+B lakh units in ())8)D.
1hen major automoti0e markets re!orted a =)8B) !er cent decline, only a handful
of countries managed to sho groth. A fe months ago, India as looking at
negati0e groth but has turned around. It is actually better than e9!ected.
;IAM has a !ositi0e outlook for the current financial year. 1hile it foresees a 8D
!er cent groth for the commercial 0ehicle segment, the industry body !redicts a
=8+ !er cent groth for !assenger 0ehicles. The three8heeler segment may gro
+8D !er cent groth hile to heelers may sho =8+ !er cent groth.
The !assenger 0ehicle market has eathered the donturn largely due to market
leader Mahindra ;u:uki hich holds BD !er cent of the market. The com!act car
giant clocked .(( lakh units for ())D8)*. Closest ri0al yundai motor India sold
(.BB lakh cars, a groth of &= !er cent. Tata motors' sales gre &.= !er cent at (.=)
lakh units hile Mahindra " Mahindra (.+ !er cent groth at &.)> lakh units.
Most !remium carmakers sa 0olumes shrink last fiscal. Toyota kirloskar motor's
numbers fell &+ !er cent to B>,D*( units hile ford indie's sales ere don & !er
cent to (,*> units. onda sale cars India also sa a & !er cent dro! at +(,B()
units hile general motors India as don D !er cent to >&,+(> units.
Among commercial 0ehicle markers, all major !layers sa substantial fall in
contoured door handles. Ergonomics in the cabin of the all ne bolero ha0e been
reorked to suit the !resent day consumer's desire. Its !lush bucket seats offer a
greater degree of comfort to the occu!ants.
/isco0er the ergonomic dri0er's seat, the arm rest in the middle ro or the multidirectional AC lou0ers. There are little touches e0eryhere to make your dri0e less
of a dri0e and more of a !leasant journey.
INTERIORS
Mahindra bolero s!ort a trendy dashboard and instrument cluster. The efficiency of
the air conditioning system has also been im!ro0ed. The audio system is integrated
on the instrument !anel in such a ay that the controls are ithin easy reach of the
dri0er. The ne Mahindra bolero comes !acked ith many utility s!aces. There are
small storage area for 0arious !assenger needs, hich are neatly tucked aay in
the s!ace efficient central console.
RIDE AND !ANDING
4e Mahindra bolero comes e<ui!!ed ith an ad0anced 47T +() transmission,
along ith synchromesh gears, hich allo smooth gearshifts. The automobile's
front sus!ension is built to ithstand tough road conditions, hile gi0ing its
occu!ants utmost comfort. A combination of disc and drum brakes is used in the
;, hich facilitates smooth braking on all road conditions. The ide radial tyres
of bolero ensure better road gri!, safety and im!ro0ed handling.
SAFETY
Mahindra bolero comes e<ui!!ed ith anti roll bars that hel! the 0ehicle hold to
the ground e0en on the tightest bends. Its braking system !re0ents the locking of
heels on sli!!ery roads. The ne ; also has a long heelbase, hich !ro0ides
greater stability to the automobile. The other safety features of Mahindra bolero
include central locking and seat belt?door o!en arning.
STYLE
The bolero is built solidly but that didn't sto! us from enhancing the sense of
security. ;o e !ut in anti roll bars to hel! hug the ground e0en on the tightest
bends, brakes that !re0ent heel locking and a seat belt?door o!en arning system.
4e comforts and con0eniences. Choose from fi0e models, to fit your needs or to
underline your style. And on a dri0ing e9!erience that !uts you firmly in
command.
"()r(s s)*
The bolero ;6H is the to! of the hea! model. It has almost e0ery factures list.
From the ne trim on the front grille to the lo stance fender or the clear lens
headlam!s.
"()r( s)
For style bolero ;6E matches the ;6H in e0ery as!ect e9ce!t one here it scores
o0er its high end counter!art s!orty decals. In fact this is the only model ith
decals on it.
"()r( +i
The s!irit of the tough ne bolero ithout the frills is the best descri!tion for the
bolero /I. The style, the aggression, the authority is all there minus the creature
comforts and con0eniences.
The s!irit of the tough ne bolero ithout the frills is the best descri!tion for the bolero /I. The style, the aggression, the authority is all there minus the creature
comforts and con0eniences. Click on the related links to get an outside in !icture of
Mahindra's ne 0ehicle.
"()r( +i ,)us
6ike its higher end brothers, the !lus too has most of the style features found on the
;6H list. And if you care for more comforts and con0eniences on the inside then
all you ha0e to do is choose the !oer steering o!tion.
"()r( -)*
The ne 6H comes built in ith e9traordinary !oer, thanks to the ne steroid
!um!ing * h! CR/E engine. This bolero 0ariant comes e<ui!!ed ith all you
ould e9!ect from india's no.& ; brand and much more. The noise reducing,
in India, ith the manufacture of 6ogan in A!ril ()), under the Mahindra Renault
collaboration.
;oon after the consider able success of 6ogan, M"M started lunching a ide range
of 6Cs and three heelers as ell as ;s including ;cor!io and bolero. In the !resent time, bolero has gained immense !o!ularity in India. It is one of the most
o!ted 0ehicle in its class.
MA!INDRA "OLERO
Mahindra bolero is one of the most successful and !o!ular utility 0ehicle of the
Mahindra and Mahindra grou!. The car is robust in a!!earance and it has been
elegantly designed, kee!ing in mind the conditions of the Indian roads. Mahindra
bolero is also among the best fuel efficient cars of India as the manufacture has
e<ui!!ed it ith a (+)) cc diesel engine ith +8s!eed transmission.
A!ril D, ())D, Mumbai2 Mahindra " Mahindra 6td. 5ne of India's leading auto
brands has announced that its !o!ular bolero ; has sold a record +),))) units in
())8)D. The bolero is the first brand in the ;??M@ category to cross
+),))) units in one year and India's leading ; brand for to year in a ro.
-1ith its stylish a!!eal and rugged nature, the Mahindra bolero has emerged as the
clear fa0orite amongst ; enthusiasts across the country since its launch eight
year ago. The fact that it is the first brand in the ;??M@ category to notch
u! sales of more than +),))) units in a single year is also a clear 0alidation of our
customer centric a!!roach to business. Today, the bolero is !ercei0ed as a stylish
but affordable ; hich caters to different customer needs and takes on all kinds
of terrain ith ease,'' said Mr. 0i0ek nayer, 0ice !resident marketing auto sector,
Mahindra and Mahindra 6td.
;ince its launch in une ())), the bolero has e0ol0ed o0er the years, incor!orating
a host of features and aesthetics hich match the e0ol0ing lifestyle as!irations of
Indian consumer. In ()), M"M launched the ne bolero hich offered a bold
ne style, greater comfort and con0eniences. In anuary ())D, Mahindra also
introduced the bolero s!ecial edition, a limited edition of India's most !o!ular
; ith e9citing ne features for the young urban customer.
!latform and is mated to + gears manual transmission. The car accelerates from rest
to >) km?h in just +.D seconds.
MA!INDRA MAXX
The Mahindra Ma99, a !roduct under the Mahindra ma99 range, is a s!acious
!assenger utility 0ehicle ith a ma9imum seating ca!acity of &) !ersons. It is
!erfect 0ehicle for large families going on long tri!s. The M comes ith a
s!acious cabin ith decent legroom.
A0ailable in B main choices base, TH, 6H and fester, the M comes loaded ith
a lot of merits. It has a long heelbase of (B=) mm to !ro0ide for a large seating
ca!acity and cargo s!ace. The 0ehicle has a high ground clearance of ()) mm
hich gi0es it good stability on off road dri0es. %ecause of these reasons, the
Mahindra Ma99 is more !o!ular in semi urban and rural areas of country.
The 0ehicle has high fuel efficiency and deli0ers more than any other 0ehicle in its
category. It comes ith a = year arranty so that initial maintenance is not hea0y
on the !ockets.
MA!INDRA MARS!AL
Mahindra marshal delu9e royal is a s!ort and utility 0ehicle ith has a seating
ca!acity of nine !eo!le. Its design resembles Mahindra's old model of jee!s butith some modifications. It has a + door design ith a hard to!, ensuring safety.
The interiors are comfortable too ith ergonomically designed seats affording
tra0elling comfort.
The Mahindra marshal delu9e royal can be a good !urchase ith regards to its
seating ca!acity and also its technologically ad0anced features. Although, the !rice
Customer satisfaction is the bu::ord used by the business !eo!le for the success
of organi:ation in the !resent days. /ue to the increases of hea0y com!etition in
e0ery !roduct8line it becomes difficult for the com!anies to retain the customersfor longer time. ;o retain the customer for longer time the marketer has to do only
one things i.e. customer satisfaction. If customer is fully satisfied by the !roduct it
not only rub the organi:ation successfully but also fetch many benefits for the
com!any. They are less !rocess sensiti0e and they remain customer for a longer
!eriod. They buy addition !roducts o0ertimes as the com!any introduce related
!roduce related !roducts or im!ro0ed, so customer satisfaction is gaining a lot of
im!ortance in the !resent day. E0ery com!any is conducting sur0ey on customer
satisfaction le0el on their !roducts. To make the !roducts u! to the satisfaction
le0el of customers.
This !roject is also done to kno the customer satisfaction on the %56ER5 on
behalf of Mahindra and Mahindra automobiles.
The im!act of automobile industry on the rest of the economy has been so
!er0asi0e and momentous that is characteri:ed as second industrial. It !layed a
0ital role in hel!ing the nation to !roduce higher 0alue good and ser0ices and in the
enhancing their skills and im!ose the re!utation and its image.
#ust(r satisfacti( stratgis f())(9+ 8/ M & M
The different strategies folloed by M " M consists of customer relationshi!
management, strategy to !ro0iding better facility to the oner, and strategy to
;ales are the acti0ities in0ol0ed in selling !roducts or ser0ices in return for money
or other com!ensation. It is an act of com!letion of a commercial acti0ity. The
Pdeal is closedP, means the customer has consented to the !ro!osed !roduct or
ser0ice by making full or !artial !ayment #as in case of installments$ to the seller.
Academically, selling is thought of as a !art of marketing, hoe0er, the to
disci!lines are com!letely different. ;ales often form a se!arate grou!ing in a
cor!orate structure, em!loying se!arate s!ecialist o!erati0es knon as salesmen
#singular2 salesman$. ;ales are considered by many to be a sort of !ersuading PartP.Contrary to !o!ular belief, the methodological a!!roach of selling refers to a
systematic process of repetitive and measurable milestones, by which a salesman
relates his offering of a product or service in return enabling the buyer to achieve
his goal in an economic way.
A sale is com!leted by the seller, the oner of the goods. It starts ith consent #or
agreement$ to an ac<uisition or a!!ro!riation or re<uest folloed by the !assing of
title #!ro!erty or onershi!$ in the item and the a!!lication and due settlement of a
!rice, the obligation for hich arises due to the sellerQs re<uirement to !ass
onershi!, being a !rice he is ha!!y to !art ith onershi! of or any claim u!onthe item. The !urchaser, though a !arty to the sale does not e9ecute the sale, only
the seller does that. To be !recise the sale com!letes !rior to the !ayment and gi0es
rise to the obligation of !ayment. If the seller com!letes the first to abo0e stages
#consent and !assing onershi!$ of the sale !rior to settlement of the !rice the sale
is still 0alid and gi0es rise to an obligation to !ay.
This is contrasted to secondary data, hich entails the use of data gather by
someone other than the researcher or e9!erimentation. @rimary data is basically
<uestionnaire filled by the res!ondents.
;EC54/AR /ATA
Information that already e9ists somehere, ha0ing been collected for another
!ur!ose. ;ources include census re!ort, trade !ublications, and subscri!tion
ser0ice. There are to ty!es of secondary data internal and e9ternal secondary
data. Information com!iled inside or outside the organi:ation for some !ur!ose
other than the current in0estigation researching information, hich has already
been !ublishedO Market information com!iled for !ur!oses other than the current
research effort, it can be internal data, such as e9isting sales tracking information,
or it can be research conducted by someone else, such as a market research
com!any or the .;. go0ernment.
@. DATA #OLLE#TION MET!OD
/ata collection took !lace ith the hel! of filling of <uestionnaires. The
<uestionnaire e method has come to the more idely used and economical meansof data collection. The common factor in all 0arieties of the <uestionnaire method
is this reliance on 0erbal res!onses to <uestions, ritten or oral. I found it essential
to make sure the <uestionnaire as easy to read and understand to all s!ectrums of
!eo!le in the sam!le. It as also im!ortant as researcher to res!ect the sam!le time
and energy hence the <uestionnaire as designed in such a ay, that its
administration ould not e9ceed B8+ mines. These <uestionnaires ere !ersonally
administered.
The first hand information as collected by making the !eo!le fill the
<uestionnaires. The !rimary data collected by directly interacting ith the !eo!le.
The res!ondents ere contacted at sho!!ing malls, markets, !lace that ere
shorooms and near to shorooms of the consumer durable !roducts etc.
The data as collected by interacting ith B) customer and &+ em!loyees
res!ondents ho filled the <uestionnaires and ga0e me the re<uired necessary
information. The res!ondents consisted of housei0es, students, businessmen,
!rofessional etc. the re<uired information as collected by directly interacting ith
these res!ondents.
B. POPULATION
It is a descri!tion of the characteristics of that grou! of !eo!le from hom a course
is intended. It attem!ts to describe them as they are rather than as the describer
ould like them to be. Also called the audience to be ser0ed by our !rojectincludes key demogra!hic information. The s!ecific !o!ulation intended as
beneficiaries of a !rogram. This ill be either all or a subset of !otential user, such
as adolescents, omen, rural residents, or the residents of a !articular geogra!hic
area. To!ic areas go0ernance, accountability and e0aluation, o!eration
management and leadershi!.
A !o!ulation to be reached through some action or inter0ention may refer to
grou!s ith s!ecific demogra!hic or geogra!hic characteristics. The grou! of
!eo!le you are trying to reach ith a !articular strategy or acti0ity. The target !o!ulation is the !o!ulation I ant to make conclude an ideal situation the
sam!ling frames to matches the target !o!ulation. A s!ecific resource set that is the
object or target of in0estigation. The audience defined in age, background, ability,
and !references, among other things, for hich a gi0en course of instruction is
intended. I ha0e selected the sam!le trough sim!le random sam!ling.
C. SAMPLING MET!OD
This in0ol0es figuring out ho many sam!les one need.
The numbers of sam!les you need are affected by the folloing factors