Professional Documents
Culture Documents
The study has #een under taken to analy0e the customer satisfaction to$ards all variant of
Mahindra Motors in 9eoghar (Bharkhand) $ith a special reference to the M&M motors,
the other o#(ectives are<
To gather information a#out customer satisfaction to$ard Mahindra and Mahindra
Motors in the geographic region of 9eoghar (Bharkahnd).
To kno$ the customer perception a#out features, lo$ maintenance cost and looks
of Mahindra and Mahindra Motors.
To kno$ the customer satisfaction a#out the safety and comforta#le 7echiles of
Mahindra and Mahindra .
To provide suggestions, in improving the customer satisfaction and the company
sales and profita#ility
To kno$ the customer satisfaction to$ards the after sales service offers #y M&M.
CO2/!N8 /0OF+3E
1@
>STO08 OF 2!>+ND0! & 2!>+ND0! !6TO2OT+7E
Mahindra & Mahindra (M&M) $as esta#lished in 1!" as Mahindra & Mohammed.
>ater on, after the partition of India, one of the partners - Fhulam Mohammad - returned
to 1akistan, $here he #ecame -inance Minister. .s a result, the company $as renamed to
Mahindra & Mahindra in 1!D.
M&M started its operation as a manufacturer of general-purpose utility vehicles. It
assem#led 5J9 (eeps in 1!. 4ver the passing years, the company e&panded its
#usiness and started manufacturing light commercial vehicles (>57s) and agricultural
tractors.
.part from agricultural tractors and >57s, Mahindra & Mahindra also sho$ed its
de&terity in manufacturing army vehicles. /oon, it started its operations a#road, through
its plants set up in 5hina, the 8nited Jingdom and the 8/..
M&M partnered $ith companies prominent in the international market, including :enault
/., International Truck and 3ngine 5orporation, 8/., in order to mark its glo#al
presence. M&M also started e&porting its products to several countries across the $orld.
/u#se*uently, it set up its #ranches including Mahindra 3urope /rl (#ased in Italy),
Mahindra 8/. Inc., Mahindra /outh .frica and Mahindra (5hina) Tractor 5o. >td.
11
.t the same time, M&M managed to #e the largest manufacturer of tractors in India, #y
holding leadership in the market of the country, for around 6" years. The company is an
old hand in designing, developing, manufacturing and marketing tractors as $ell as farm
implements. It made its entry to the passenger car segment in India, $ith the manufacture
of >ogan (mid-si0e sedan) in .pril 6@@G, under the Mahindra :enault colla#oration.
/oon after the considera#le success of >ogan, M&M started launching a $ide range of
>57s and three $heelers as $ell as /87s including /corpio and Eolero. In the present
time, Eolero has gained immense popularity in India. It is one of the most opted vehicles
in its.
S67 /0OD6CT OF 2!>+ND0! !ND 2!+ND0!
2!>+ND0! BO3E0O
Mahindra Eolero is one of the most successful and popular utility vehicle of the
Mahindra and Mahindra Froup. The car is ro#ust in appearance and it has #een elegantly
designed, keeping in mind the conditions of the Indian roads.
Mahindra Eolero is also among the #est fuel-efficient cars of India as the manufacturer
has e*uipped it $ith a 6"@@ cc diesel engine $ith"- speed transmission.
2!>+ND0! SCO0/+O
Mahindra & Mahindra >imited launched Mahindra /corpio as its first /ports 8tility
7ehicle in India in 6@@6.
This /87 has redefined the e&pectations for the design of /87s $ith its sturdy looks and
po$erful performance, the sophisticated interior design adds to the further glory to the
16
appearance.
2!>+ND0!+N=EN+O
Mahindra & Mahindra is planning to launch a ne$ multi-purpose vehicle (M17) to take
on the Toyota Innova and the 5hevrolet Tavera in #oth the individual #uyer and ta&i
segments. Mahindra has currently named the pro(ect Ingenio. The vehicle is e&pected to
hit the market in6@@
2!>+ND0! 0EN!63T 3O=!N
Much a$aited Mahindra-:enault >ogan has #een launched in India. This compact sedan
is a spacious, practical and afforda#le vehicle. The outlook of >ogan is impressive and
the #asic version is a value for money, ho$ever the top-end versions are a #it high on
price. The prominent feature of this car is its performance, interiors and economy.
2!>+ND0! 583O
Mahindra & Mahindra >imited launched their latest Multi 8tility 7ehicle (M87) HKyloI
in India on Banuary 1,, 6@@. The car #oasts of having all the lu&urious features that are
seen in today%s sedans, $ith the ample space of a utility vehicle. Kylo's muscular stance
contri#utes to its commanding road presence. -ully packed $ith the latest features, the
M87 is sure to impress Indian consumers and provide a stiff competition to the other
vehicles $ithin its class.
/erfor#ance Of 2a1indra 583O
8nder the hood of Mahindra Kylo lies a !-cylinder tur#ocharged, m3agle diesel engine,
$hich generates a po$er of 116#hp L ,D@@ rpm and a peak tor*ue of 6! kgm L 1D@@-
,@@@ rpm. The po$erful engine is developed on the A3- 5:9e platform and is mated to
"-gears manual transmission. The car accelerates from rest to +@ kmMh in (ust ".D seconds.
1,
2+3STONE< !C!0DS !ND !CCO3!DES
2&2Bs %1st year was studded wit1 a nu#4er of notewort1y ac1ie'e#ents<
.restigious .ri@es and glittering awards.
D6!3 >ONO60S FO0 C>!+02!N 20. AES>6B 2!>+ND0!
5hairman, 2r. Aes1u4 2a1indra $as a$arded the HEusiness 7isionary .$ard 6@@+I
instituted #y the Aational Institute of Industrial 3ngineering (AITI3), Mum#ai.
5hairman, Mr. Jeshu# Mahindra $as also a$arded the prestigious IE/ Jolkata >ifetime
.chievement .$ard for his Nunparalleled contri#ution to industrial gro$th and social and
economic development of the community%.
The Institute of 5hartered -inancial .nalysts of India%s (I5-.I) India Eusiness /chool
(IE/) presented it, Jolkata, at the /trategy /ummit 6@@G, held in Jolkata.
S3EC OF >ONO60S FO0 20. !N!ND 2!>+ND0!
Mr. .nand Mahindra, 75 & M9, Mahindra Froup, received a num#er of prestigious
a$ards in 6@@+-@G, including<
The prestigious 5AE5 .sia Eusiness >eader of the Oear .$ard for the Oear 6@@+ as
$ell as the 5AE5 T7 India HEusiness >eader of the Oear .$ardI.
The N534 of the Oear% a$ard at the India Erand /ummit 6@@+ co-sponsored #y
Eusiness /tandard and ITM Eusiness /chool in association $ith Times Ao$ and
9A. ne$spaper.
The >M. 3ntrepreneur of the Oear 6@@+ a$ard, instituted #y the >udhiana
Management .ssociation (>M.).
The Most Inspiring 5orporate >eader of the Oear% .$ard #y A9T7 1rofit
The A9T7 1rofit C 5ar & Eike .$ard 6@@G for .utomo#ile Man of the Oear.
1!
2r. !nand 2a1indra $as also nominated as a Mem#er of the 5ouncil of the 3&ecutive
5ommittee of the Aational /ports 9evelopment -und (A/9-) of the Fovt. of India. ;e
$as featured in the list of "@ Most Influential Indians in Eusiness 2eek%s edition dated
.ugust 1,, 6@@G
>+=>EST C0+S+3 0!T+N= FO0 2&2
M&M has received the highest Fovernance & 7alue 5reation rating, 5:I/I> F75 >evel
- I from 5:I/I> for the a#ility to create value for all stakeholders, $hile adopting sound
corporate governance practices.
D6N & B0!DST0EET !2E0+C!N E5/0ESS CO0/O0!TE !C!0DS 2,,%
Mahindra & Mahindra $as rated as the leading Indian company in the .utomo#ile -
Tractors sector in the N9un & Eradstreet C .merican 3&press 5orporate .$ards 6@@+%.
The .utomo#ile /ector comprises of three categories C 1assenger 7ehicles, 5ommercial
7ehicles and Tractors.
These a$ards recogni0e the virtues of si0e and gro$th in the a$ards methodology. M&M
ranked Ao. 1 in these t$o segments in the premier 9un & Eradstreet India pu#lication,
India%s Top "@@ 5ompanies 6@@+.
2!>+ND0! 0ECE+7ES !2+T8 >0 E5CE33ENCE !C!0D
Mahindra & Mahindra $as honored $ith the .mity ;: 3&cellence .$ard at the -ourth
.mity Flo#al ;: /ummit 6@@G held at the .mity International Eusiness /chool, Aoida.
The .mity ;: 3&cellence .$ard recogni0ed Mahindra as one the most admired
companies across the glo#al on account of its innovative strategies for ;uman :esources
Management and 9evelopment.
1"
=3OB!3 >0 E5CE33ENCE !C!0D FO0 2&2
Mahindra & Mahindra $on the Flo#al ;: 3&cellence .$ard for Innovative ;: practices
(Manufacturing /ector), in the .sia 1acific ;:M 5ongress, held in Mum#ai. These
a$ards recogni0e organi0ations and individuals $ho have em#raced change, encouraged
constructive challenges and demonstrated entrepreneurial skills in the corporate $orld.
2&2 C+NS BO2B!8 C>!2BE0 =OOD CO0/O0!TE C+T+DEN !C!0D
2,,%),(
M&M $as presented $ith the coveted Eom#ay 5ham#er Food 5orporate 5iti0en .$ard
6@@+-@G at a glittering ceremony held to cele#rate the 5ham#er%s 1G6nd -oundation 9ay
on /eptem#er 61, 6@@G. Mr. Eharat 9oshi, 3&ecutive 9irector, M&M >td. and Mr.
:a(eev 9u#ey, Mem#er of the Froup Management Eoard and 5hairman, Mahindra &
Mahindra 5/: 5ouncil, received the a$ard on #ehalf of the company.
This .$ard recogni0es and honors conspicuous achievement #y corporate organi0ations
#y $ay of service to the civic community, in addition to outstanding operational
performance. It takes into account several parameters, including Eusiness 1erformance,
5orporate Interests, 3mployee 2elfare, 5ustomer and /takeholder /atisfaction and
/ocial Investment.
=O3DEN /E!COCA !C!0D FO0 E5CE33ENCE +N CO0/O0!TE
=O7E0N!NCE
Mahindra & Mahindra $on the coveted Folden 1eacock .$ard for 3&cellence in
5orporate Fovernance 6@@+. This a$ard validates the company%s NEest-in-5lass%
corporate governance practices and reflects its transparent and ethical dealings $ith
stakeholders across the entire value chain. It recogni0es the Management%s commitment
to the highest standards of corporate conduct and its commitment to 5orporate /ocial
:esponsi#ility as a distinct activity that helps #uild commenda#le social values and adds
to the ethical fi#er of the organi0ation.
1+
BEST !6TO2OT+7E 2!N6F!CT60+N= S6//38 C>!+N E5CE33ENCE
!C!0D
Mahindra & Mahindra has #een a$arded as the organi0ation $ith the HEest .utomotive
Manufacturing /upply 5hain 3&cellenceI. The a$ards $ere presented #y India Times
Mindscape (Times of India Froup) along $ith the Eusiness India Froup at the 3&press,
>ogistics & /upply 5hain .$ards held in Mum#ai on /eptem#er 6D, 6@@G. .. 5.
Aeilson is accredited $ith the research for the a$ard nominees and $inners.
>+=> 0!NA+N=S FO0 2!>+ND0!
M&M $as ranked second in the prestigious e Most Trusted 5ar 5ompany in India study
conducted #y TA/. M&M scored 16G points, (ust seven points #elo$ the top ranking
company, according to a TA/ communi*uP.
M&M $as ranked 1!th in The 3conomic Times prestigious N3T "@@% list of top
achieving companies in India. The company has moved up four ranks from last
year. To *uote from the N3T "@@% $rite-up< HM&M%s Nart-to-part% strategy of
diversification into the auto parts value chain and its plans for ne$ platforms for
utility vehicles and (oint venture $ith :enault for >ogan have led to a gain in
ranks.I
M&M $as ranked 66nd in Eusiness India%s annual survey of the country%s top
companies - /uper 1@@
M&M $as ranked ,1st in Eusiness Today%s annual survey of India%s most
valua#le companies
1G
2+3ESTONE OF 2!>+ND0! !ND 2!>+ND0!
1D
8E!0 !C>+E72ENTS
1!G In 4cto#er, the first #atch of G" 8tility 7ehicles (87s) imported in 5J9
condition from 2illys overland 3&port 5orporation.
1! >ease of 11,@G1 /*. yards at Ma0agaon from Eritish India /team navigation.
The first 2illys 4verland Beep #uilt in India at the .ssem#ly 1lant , Ma0agaon,
Eom#ay (no$ Mum#ai).
1"! Manufacture of 7ehicles undertaken in colla#oration $ith Jaiser Beep
5orporation and .merican Motors 5orporation.
1+6 Indigenous content of Beep goes up to G@ per cent. To centralise manufacturing
operations, 1,G acres of land purchased at Jandivli.
1+" -5 1"@ 1etrol Trucks introduced.
1+G T$o $heelers drive 8tility 7ehicles introduced. The 1@1) $heel #ase and Metal
Eody 87s introduced. Indigenous content goes up #y G per cent.
1+ The start of vehicles e&port. 3&port of total 16@@ 87s along $ith spare parts to
Ougoslavia. 3&ported also to 5eylon, /ingapore, 1hilippines and Indonesia.
1
6@
/0OD6CT /0OF+3E
2!>+ND0!E SCORPIO
2!>+ND0! BOLERO
2!>+ND0! E XYLO
61
2!>+ND0! 0EN!63T LOG!
2!>+ND0! E MRS"L
2!>+ND0! E MXX
66
BO3E0O 7!0+!NTS
Bolero S35
Features and S.ecification
Make Mahindra
Model Eolero
7ariant />K
Eody Type /87
Ao. of 9oors "
Fuel EfficiencyF
5ity Mileage .! kmpl
;igh$ay Mileage 16.! kmpl
-uel 5apacity +@ liters
-uel Type 9iesel
-uel Frade -
Engine /ara#etersF
9isplacement 6"6,cc
Eore -
/troke -
5ylinder 5onfiguration ! inline
7alve Fear 4peration -
5ompression :atio -
Ao. of 7alves D
.spiration Tur#o 5harged
-uel /ystem 9I
;orse 1o$er +,.16L,6@@ psLrpm
Tor*ue 1D@L1!!@ AmLrpm
Steering and Sus.ension
/teering Type :ack and pinion, po$er assist
1o$er /teering Oes
-ront /uspension Independent $ith coil spring
:ear /uspension >eaf spring
6,
Di#ensionsF
>ength !@"+ mm
;eight 1DD@ mm
2idth 1++@ mm
2heel Ease 6+D@ mm
5learance 6@@ mm
Eoot -
-ront ;ead :oom Min< +@mm Ma&< +@mm
-ront >eg :oom -
:ear ;ead :oom Min< +@mm Ma&< +@mm
:ear >eg :oom Min< G!mm Ma&< !mm
Jre#s 2eight Min< 1+1"kg Ma&< 1+1" kg
Fross 2eight
Dri'e Train
Type Manual
Fears "
9rive >ine :29
Co#forts Features
.M M -M :adio 1resent
3&cept .M M -M radio there is no other comfort is provided.
SafetyF There is no safety feature included in Eolero />K including antitheft system etc.
BO3E0O S3E
Feature and S.ecification
Make Mahindra
Model Eolero
7ariant />3
6!
Eody Type /87
Aum#er of 9oors "
Fuel EfficiencyF
5ity Mileage ." kmpl
;igh$ay Mileage 1,.6 kmpl
-uel 5apacity +@ liters
-uel Type 9iesel
-uel Frade -
Engine /ara#etersF
9isplacement 6"6,cc
Eore -
/troke -
5ylinder 5onfiguration ! inline
7alve Fear 4peration -
5ompression :atio -
Ao. of 7alves D
.spiration Tur#o 5harged
-uel /ystem 9I
;orse 1o$er +,.16L,6@@ psLrpm
Tor*ue 1D@L1!!@ AmLrpm
Steering and Sus.ension
/teering Type :ack and pinion, po$er assist
1o$er /teering Oes
-ront /uspension Independent $ith coil spring
:ear /uspension 1ara#olic >eaf spring
Di#ensionsF
6"
>ength !@"+ mm
;eight 1DD@ mm
2idth 1++@ mm
2heel Ease 6+D@ mm
5learance 1D@ mm
Eoot -
-ront ;ead :oom -
-ront >eg :oom -
:ear ;ead :oom -
:ear >eg :oom -
Jre#s $eight Min< 1+1"kg Ma&< 1+1" kg
Fross $eight -
Dri'e Train
Type Manual
Fears "
9rive >ine :29
Co#fort Features
!ir)Conditioning 8es
3&cept .ir conditioning, no other comfort features are present in the Eolero />3.
/ame as />K no safety features are present in the Eolero />3.
6+
BO3E0O D+D
Feature and S.ecification
Make Mahindra
Model Eolero
7ariant 9I?
Eody Type /87
Aum#er of 9oors "
Fuel EfficiencyF
5ity Mileage ." kmpl
;igh$ay Mileage 1,.6 kmpl
-uel 5apacity +@ liters
-uel Type 9iesel
-uel Frade -
Engine /ara#etersF
9isplacement 6"6,cc
Eore -
/troke -
5ylinder 5onfiguration ! inline
7alve Fear 4peration -
5ompression :atio -
Ao. of 7alves D
.spiration -
-uel /ystem 9I
;orse 1o$er +,.16L,6@@ psLrpm
Tor*ue 1,G."L6@@@-6"@@ AmLrpm
Steering and Sus.ension
6G
/teering Type :ack and pinion, po$er assist
1o$er /teering Oes
-ront /uspension Independent $ith coil spring & anti
roll #ar
:ear /uspension 1ara#olic >eaf springs
Di#ensionsF
>ength !@"+ mm
;eight 1DD@ mm
2idth 1D1" mm
2heel Ease 6+D@ mm
5learance 6@@ mm
Eoot -
-ront ;ead :oom -
-ront >eg :oom -
:ear ;ead :oom -
:ear >eg :oom -
Jre#s $eight Min< 1+1"kg Ma&< 1+1" kg
Fross $eight ".! kg
Dri'e Train
Type Manual
Fears "
9rive >ine :29
This model of Mahindra Eolero do not consist any comfort features and safety features.
BO3E0O D+
Feature and S.ecification
Make Mahindra
Model Eolero
7ariant 9I
Eody Type /87
Aum#er of 9oors "
Fuel EfficiencyF
6D
5ity Mileage 1@.G kmpl
;igh$ay Mileage 16. kmpl
-uel 5apacity +@ liters
-uel Type 9iesel
-uel Frade -
Engine /ara#etersF
9isplacement 6"6,cc
Eore -
/troke -
5ylinder 5onfiguration ! inline
7alve Fear 4peration -
5ompression :atio -
Ao. of 7alves D
.spiration Tur#o 5harged
-uel /ystem 9I
;orse 1o$er +,.@DL,6@@ psLrpm
Tor*ue 1D@L1!!@ AmLrpm
Steering and Sus.ension
/teering Type :ack and pinion, po$er assist
1o$er /teering Ao
-ront /uspension Independent $ith coil spring
:ear /uspension >eaf springs
Di#ensionsF
>ength !6+@ mm
;eight 1D1@ mm
2idth 1D1" mm
2heel Ease 6+D@ mm
5learance 1D, mm
Eoot -
6
-ront ;ead :oom Min< +@mm Ma&< +@mm
-ront >eg :oom -
:ear ;ead :oom Min< +@mm Ma&< +@mm
:ear >eg :oom Min< G!mm Ma&< !mm
Jre#s $eight Min< 1+1"kg Ma&< 1+1" kg
Fross $eight -
Dri'e Train
Type Manual
Fears "
9rive >ine :29
Co#fort Features
!ir)Conditioning 8es
3&cept .ir conditioning, no other comfort features are present in the Eolero />3.
/ame as />K no safety features are present in the Eolero />3.
BO3E0O D+ /36S
Feature and S.ecification
Make Mahindra
Model Eolero
7ariant 1lus
Eody Type /87
Aum#er of 9oors "
,@
Fuel EfficiencyF
5ity Mileage .! kmpl
;igh$ay Mileage 1,.1 kmpl
-uel 5apacity +@ litre
-uel Type 9iesel
-uel Frade -
Engine /ara#etersF
9isplacement 6"6,cc
Eore -
/troke -
5ylinder 5onfiguration ! inline
7alve Fear 4peration -
5ompression :atio -
Ao. of 7alves D
.spiration Tur#o 5harged
-uel /ystem 9irect In(ection
;orse 1o$er +,.@DL,6@@ psLrpm
Tor*ue 1D@L1!!@-1""@ AmLrpm
Steering and Sus.ension
/teering Type :ack and pinion, po$er assist
1o$er /teering Ao
-ront /uspension Independent $ith coil spring &
anti roll #ar
:ear /uspension 1ara#olic >eaf springs
Di#ensionsF
>ength !!!@ mm
;eight 1GG mm
2idth 1++@ mm
2heel Ease 6G! mm
5learance 1" mm
Eoot -
-ront ;ead :oom -
-ront >eg :oom -
:ear ;ead :oom -
,1
:ear >eg :oom Min< G!mm Ma&< !mm
Jre#s $eight Min< 1+1"kg Ma&< 1+1" kg
Fross $eight -
Dri'e Train
Type Manual
Fears "
9rive >ine :29
Co#fort Features
!ir)Conditioning 8es
3&cept .ir conditioning, no other comfort features are present in the Eolero />3.
/ame as />K no safety features are present in the Eolero />3
DE!3E0 /0OF+3E
Our DistinctionF
,6
T1is is one of the largest authori0ed dealers for Mahindra & Mahindra .utomotives.
:ecord sales in the first year of operation.
/artners in /rogressF
2e are the preferred partners of M&M automotives, chiefly due to our successful sales
record and *uality. 4ur facilities have remained unsur.assed, as $e strive everyday to
#etter our self.
Co##anding /resenceF
F > Motors as a centrali0ed air-conditioned sho$room of M&M automotives its kind in
:1ar"1and< spread gracefully and decorated elegantly over an impressive D1@@ s*.ft at
9eoghar, Eeing e*uipped $ith affa#le front office staff and adept professional
technicians, 1rovide a perfect of *uality /ervice and :elia#ility.
S.ace FriendlyF
The interiors are aimed at making you feel completely at ease, In lu&ury. Eecause for us
the customer is king, one $ho deserves a regal offering. The setting is apt for times $hen
you need to s$itch into a rela&ed state of mind.
Tec1nology to Stay !1eadF
2e are e*uipped $ith the latest technological advancement in the industry, in order to
give the #est of services $hen it matters. Aot (ust to #e part of, Eut to #uild the future, is
our motto.
!#4ience t1e E&ude 0ela&ationF
4urs is one of the fe$ service centers to #e e*uipped $ith a fully-fledged customer-
$aiting lounge. . part from a television and pool ta#le, it had a $ed kiosk to keep u
connected all the time.
Ser'ice wit1 Co##it#entF
,,
4ur dedicated team of mechanical specialty offers e&pert treatment for your vehicle. 2e
ensure consistency in performance each time, $ithout fail.
!ttention to DetailsF
2e provide genius spare parts and accessories to ensure e&ceptional performance. 3very
single aspect related to your vehicle is taken care of at our premises.
Dealing 2ade Con'enientF
It is a part of our commitment policy to give advantage to the customer at every (uncture.
2e offer assistance of every kind at our premises itself, $hich makes it a one stop
facility.
E&.ert =uidance at E'ery Ste.F
4ur sales team gives utmost priority to your satisfaction. 2hen you need help to make
the right choice, it is ensured that the result is #eyond your e&pectations. Thus making it a
point that you get the #est in #oth lu&ury and comfort al$ays.
2odelsF Mahindra & Mahindra has #een launching various type of M87s and cars from
the year of 1!", keeping in mind the *uality, design, driving, comfort, fuel efficiency,
and service and resale value. These from a formida#le force that gives our customers the
pride and the (oy of value forever. 2hat drives M&M is
5ommitment
>eadership
.ny an eye for appropriate technology.
/ince 1!", $hen M&M first #egan manufacturing M87s & >57s, M&M have #een
engaged in a single-minded endeavor to #ring you cars that only state-of-the-art, #ut are
also some f the most environment-friendly vehicles in this $orld-a reflection of our
commitment and care, for #etter environment.
,!
.t the heart of every M&M is a uni*ue engineering and an optimal mi& of po$er and
economy.
.ll this is supported #y M&M nation C $ide dealership net$ork and automated
$orkshop that provide e&cellent after sale service
The company has constantly e&ploring ne$ opportunity to define the shape to tomorro$%s
driving technology.
/ro#otional !cti'itiesF
The promotional activities adopted #y F > Motors are
Test Dri'ing
Free Dri'ing
>oarding
Discounts
!d'ertise#ent in News.a.er and #aga@ines
=ift Sc1e#es
Free Ser'ices
2ileage Contents
1romotional e&penses have #een #orne #y #oth F > Motors and M&M, shares in
advertisement cost.
Ser'ice OfferedF
/i& /ervice and paid service after sale of 5ars.
-ree checkups campaigns
,"
-inance through #ank
9emonstration for ne$ products
.cceptance of $arranty claims
Cor"ing Ti#e in = 3 2otorsF
2orking hours in F > Motors are 16 hours per day starting from <,@ am to <,@pm $ith
one-hour #reak for lunch and 1" minutes for evening tea and coffee.
/0OD6CT !7!+3!B3E !T = 3 2OTO0S F
F > Motors has franchise of M&M 5ompany. M&M 5ompany manufacturer various
types of M87s and >57s.
,+
T1ese areF
2!>+ND0! E XYLO
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SCOT !N!38S+S
Strengt1F
(a) Trust people are having in the #rand name Mahindra motors.
(#) /trong relationship $ith dealers
(c) Aum#er of authori0e service station is in good num#er than that of competitors
(d) 1roduct is #ased on M-;.3J and 5:9 engine $hich are successfully running on
roads.
!@
(e) Most of the market is credit driven so easy finance provided #y Mahindra motors
(Mahindra finance) itself and others is an edge over competitors.
(f) /tylish $hen compared to Tata product.
(g) More spacious than Tata product.
(h) /afer than Tata product.
(i) The si0e of fuel cylinder is large. Therefore to go num#er of times to a petrol pump
for filing.
Cea"nessesF
(a) 9ealers are selling vehicles at different prices in a singal city.
(#) 5hanging of original parts #y a dealers.
(c) Type of M:- is not having a very good claim processing system. 5laim processing
is carried out only t$ice a $eek.
(d) .verage is less than that of tata product.
(e) Maintenance cost is high.
(f) 7ehicle is out of the reach middle class #ecause initial of Mahindra sports utility v is
a#ove ! lakhs.
(g) :ising cost of ra$ materials resulting in la$ margins. Therefore discounts cant #e
offered
!1
O..ortunitiesF
(a) Improving road infrastructure.
(#) /tandard of living of country people are improving day #y day #ecause of increasing
per capita income so there is a chance ofspreading the #usiness in every nook corner
of the city.
(c) >enient norms for generation of permits.
T1reatsF
(a) 9emand contraction due to marketupheaval.
(#) /trong presence of TaTa product maruti product
0esearc1 2et1odology
. research process consists of stages or steps that guide the pro(ect from its conception
through the final analysis, recommendations and ultimate actions. The research process
provides a systematic, planned approach to the research pro(ect and ensures that all
aspects of the research pro(ect are consistent $ith each other.
:esearch studies evolve through a series of steps, each representing the ans$er to a key
*uestion.
+NT0OD6CT+ON
!6
This chapter aims to understand the research methodology esta#lishing a frame$ork of
evaluation and revaluation of primary and secondary research. The techni*ues and
concepts used during primary research in order to arrive at findingsQ $hich are also dealt
$ith and lead to a logical deduction to$ards the analysis and results.
0ESE!0C> DES+=N
I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to revie$ and criti*ue the industry norms and reports, on
$hich certain issues shall #e selected, $hich I feel remain unans$ered or lia#le to
change, this shall #e further taken up in the ne&t stage of e&ploratory research. This stage
shall help me to restrict and select only the important *uestion and issue, $hich inha#it
gro$th and segmentation in the industry.
T1e 'arious tas"s t1at + 1a'e underta"en in t1e researc1 design .rocess are <
=@ 9efining the information need
=1 9esign the e&ploratory, descriptive and causal research.
RESERC" PROCESS
The research process has four distinct yet interrelated steps for research analysis
It has a logical and hierarchical ordering<
=6 9etermination of information research pro#lem.
=, 9evelopment of appropriate research design.
=! 3&ecution of research design.
=" 5ommunication of results.
!,
3ach step is vie$ed as a separate process that includes a com#ination of task , step and
specific procedure. The steps undertake are logical, o#(ective, systematic, relia#le, valid,
impersonal and ongoing.
EXPLOR#ORY RESERC"
The method I used for e&ploratory research $as
=+ 1rimary 9ata
=G /econdary data
PRIMRY $#
Ae$ data gathered to help solve the pro#lem at hand. .s compared to secondary data
$hich is previously gathered data. .n e&le is information gathered #y a
*uestionnaire. Rualitative or *uantitative data that are ne$ly collected in the course of
research, 5onsists of original information that comes from people and includes
information gathered from surveys, focus groups, independent o#servations and test
results. 9ata
gathered #y the researcher in the act of conducting research. This is contrasted to
secondary data, $hich entails the use of data gathered #y someone other than the
researcher information that is o#tained directly from first-hand sources #y means of
surveys, o#servation or e&perimentation.
/ri#ary data is 4asically collected 4y getting Guestionnaire filled 4y t1e
res.ondents.
SECOND!08 D!T!
Information that already e&ists some$here, having #een collected for another purpose.
/ources include census reports, trade pu#lications, and su#scription services. There are
t$o types of secondary data< internal and e&ternal secondary data. Information compiled
inside or outside the organi0ation for some purpose other than the current investigation
:esearching information, $hich has already #een pu#lishedS Market information
!!
compiled for purposes other than the current research effortQ it can #e internal data, such
as e&isting sales-tracking information, or it can #e research conducted #y someone else,
such as a market research company or the 8./. government.
Secondary source of data used consists of 4oo"s and we4sites
My proposal is to first conduct a intensive secondary research to understand the full
impact and implication of the industry, to revie$ and criti*ue the industry norms and
reports, on $hich certain issues shall #e selected, $hich I feel remain unans$ered or
lia#le to change, this shall #e further taken up in the ne&t stage of e&ploratory research.
DESC0+/T+7E 0ESE!0C>
/T31/ in the descriptive research<
/tatement of the pro#lem
=D Identification of information needed to solve the pro#lem
= /election or development of instruments for gathering the information
=1@ Identification of target population and determination of sampling 1lan.
=119esign of procedure for information collection
=16 5ollection of information
=1, .nalysis of information
=1! Fenerali0ations andMor predictions
D!T! CO33ECT+ON
9ata collection took place $ith the help of filling of *uestionnaires. The *uestionnaire
method has come to the more $idely used and economical means of data collection. The
common factor in all varieties of the *uestionnaire method is this reliance on ver#al
responses to *uestions, $ritten or oral. I found it essential to make sure the *uestionnaire
$as easy to read and understand to all spectrums of people in the sample. It $as also
!"
important as researcher to respect the samples time and energy hence the *uestionnaire
$as designed in such a $ay, that its administration $ould not e&ceed !-" mins. These
*uestionnaires $ere personally administered.
The first hand information $as collected #y making the people fill the *uestionnaires.
The primary data collected #y directly interacting $ith the people. The respondents $ere
contacted at shopping malls, markets, places that $ere near to sho$rooms of the
consumer dura#le products etc. The data $as collected #y interacting $ith 6@@
respondents $ho filled the *uestionnaires and gave me the re*uired necessary
information. The respondents consisted of house$ives, students, #usinessmen,
professionals etc. the re*uired information $as collected #y directly interacting $ith
these respondents.
DETE02+N!T+ON T>E S!2/3E /3!N !ND S!2/3E S+DE
T!0=ET /O/63!T+ON
It is a description of the characteristics of that group of people from $hom a course is
intended. It attempts to descri#e them as they are rather than as the descri#er $ould like
them to #e. .lso called the audience the audience to #e served #y our pro(ect includes key
demographic information (i.e.Q age, se& etc.).The specific population intended as
#eneficiaries of a program. This $ill #e either all or a su#set of potential users, such as
adolescents, $omen, rural residents, or the residents of a particular geographic area.
Topic areas< Fovernance, .ccounta#ility and 3valuation, 4perations Management and
>eadership. . population to #e reached through some action or interventionQ may refer to
groups $ith specific demographic or geographic characteristics. The group of people you
are trying to reach $ith a particular strategy or activity. The target population is the
population I $ant to make conclude an ideal situationQ the sampling frames to matches
the target population. . specific resource set that is the o#(ect or target of investigation.
The audience defined in age, #ackground, a#ility, and preferences, among other things,
for $hich a given course of instruction is intended.
I have selected the sample trough /imple random /ampling
!+
S!2/3E S+DEF
This involves figuring out ho$ many samples one need.
The num#ers of samples you need are affected #y the follo$ing factors<
=1" 1ro(ect goals
=1+ ;o$ you plan to analy0e your data
=1G ;o$ varia#le your data are or are likely to #e
=1D ;o$ precisely you $ant to measure change or trend
=1 The num#er of years over $hich you $ant to detect a trend
=6@ ;o$ many times a year you $ill sample each point
=61 ;o$ much money and manpo$er you have
S!2/3E S+DE
I have targeted 1"@people in the age group a#ove 61 years for the purpose of the research.
The target population influences the sample si0e. The target population represents the
9elhi regions. . The people $ere from different professional #ackgrounds.
The details of our sample are e&plained in chapter named primary research $here the
divisions are e&plained in demographics section.
E00O0S +N T>E ST6D8
+nter'iewer error
There is intervie$er #ias in the *uestionnaire method. 4pen-ended *uestions can #e
#iased #y the intervie$er%s vie$s or pro#ing, as intervie$ers are guiding the respondent
$hile the *uestionnaire is #eing filled out. The attitudes the intervie$er revels to the
!G
respondent during the intervie$ can greatly affect their level of interest and $illingness to
ans$er openly. .s intervie$ers, pro#ing and clarifications ma&imi0e respondent
understanding and yield complete ans$ers, these advantages are offset #y the pro#lems of
prestige seeking, social desira#ility and courtesy #iases.
Huestionnaire error
The *uestionnaire designing has to careful so that only re*uired data is concisely reveled
and there is no redundant data generated. The *uestions have to #e $orded carefully so
that the *uestions are not loaded and does not lead to a #ias in the respondents mind
0es.ondent error
The respondents selected to #e intervie$ed $ere not al$ays availa#le and $illing to co
operate also in most cases the respondents $ere found to not have the kno$ledge,
opinion, attitudes or facts re*uired additionally uninformed response errors and response
styles also led to survey error.
Sa#.ling error
2e have taken the sample si0e of 1"@, $hich cannot determine the #uying #ehavior of the
total population. The sample has #een dra$n from only Aational 5apital :egion.
Research $esi%n
:esearch design is a conceptual structure $ithin $hich research $as conducted. .
research design is the detailed #lueprint used to guide a research study to$ards its
o#(ective. It is a series of advanced decision taken together comprising a master plan or a
model for conducting the research in consonance $ith the research o#(ectives. :esearch
design is needed #ecause it facilitates the smooth sailing of the various research
operations, there#y making research as efficient as possi#le yielding ma&imum
information $ith the minimum effort, time and money.
Sco.e and t1e 3i#itation of t1e study
!D
=66 The scope of study is limited to the respondents are selected from in and
around . deogha (Bharkhand)
.
=6, The pro(ect is carried out for the period of !" days only.
=6! Measurement of customer satisfaction is comple& su#(ects, $hich uses
non-o#(ectives method, $hich is not relia#le.
=6" The sample unit $as also 1"@ respondents.
=6+ ;o$ever, Mahindra and Mahindra .utomo#ile sho$rooms are located in
other places i.e. locally and even in the neigh#oring states. 4nly opinion of
respondents of 9eoghar city $as consider for finding out the opinions of
respondents.
F+ND+N=S
!
Eased on the data gathered #y administrating schedules to customers the follo$ing
o#servations are made.
1. Mahindra Eolero has e&cellent percentage of customer satisfaction
according to the data sho$n in ta#le 1 of the data analysis and
Interpretation topic.
6. Most of the people are satisfied $ith its lo$ maintenance cost and after
sales service provided #y Mahindra Eolero.
,. Eased on the fuel consumption, most of the people are satisfied $ith it.
!. Eased on /afety and 5omfort, 9esign, /pace, Maintenance most of the
people are satisfied $ith it.
". >arge num#ers of Eolero user are a$are of its po$er steering.
+. If $e took the satisfaction level of people to$ard Eolero, it #ecomes good.
G. Its features and style satisfy most of the people.
D!T! !N!38S+S & +NTE0/0ET!T+ON
Ta4le No.91; Do you own a s.orty 'e1icleI
8es No
GDT 66T
"@
SourceF Huestionnaire
FigureF1
+nter.retation 1F
The sample dra$n on pro#a#ility #asis sho$s that GDT of the customers $ere
satisfied $ith Eolero variant and only 66T $ere not satisfied $ith Eolero variant.
O4ser'ationF
Most of the respondents approached $ere satisfied $ith Eolero
Ta4le NoF 2 Factors affecting custo#er satisfaction towards 2a1indra Bolero
-actor Ao. of :espondent 1ercentage
-eatures 1D 16T
>o$ Maintenance "1 ,!T
5omfort 6G 1DT
/tyle 6! 1+T
.fter /ales /ervice ,@ 6@T
"1
SourceF Huestionnaire
FigureF2
+nter.retation 2F The sample dra$n on the pro#a#ility #asis clearly sho$s that ,!T
("1respondents) are the opinion that lo$ maintenance is the satisfaction factor Eolero and
6@ T( ,@ respondents) of them $ho vie$ .fter /ales /ervice as a vital factor for
customer satisfaction. -ollo$ed #y 5omfort $hich corresponds to 1D T( 6G respondents),
/tyle $ith 1+T(respondents) and only 16T(1D respondents) of them vie$ that feature of
Eolero as satisfaction factor.
O4ser'ationF Ma(ority of the respondent are of the idea that lo$ maintenance of the top
most feature contri#uting to customer satisfaction follo$ed #y after sales services
comfort style and features
.s such, Mahindra should focus on the aspects, $hich $ill enhance the customer
satisfaction and thus the market share
"6
Ta4le NoF 3 Custo#er o.inions towards fuel consu#.tion.
Factor /ercentage
E&tre#ely Satisfied 2(J
Satisfied *J
Neutral 1(J
Dissatisfied (J
Total 1,,J
SourceF Huestionnaire
",
FigureF 3
+nter.retation 3F 1@@T of the respondents !T of the respondents approached $ere
satisfied $ith the fuel consumption of the Eolero. -ollo$ed #y 6GT $as e&tremely
satisfied, 1GT are neutral and rest of the GT is more dissatisfied $ith fuel consumption of
Eolero.
O4ser'ation< .s ma(ority of the respondents are satisfied $ith the fuel consumption of
Mahindra Eolero, the company should maintain the same standard and it is suggested to
come up $ith suita#le measure to reduce the negative opinion among the consumer $ho
are of the opinion that the fuel consumption is a dissatisfying factor.
Ta4le NoF Custo#er o.inions toward Safety and Co#fort.
Factor /ercentage
3&tremely /atisfied 6,T
/atisfied !GT
Aeither /atisfied & 9issatisfied 6@T
9issatisfied 1@T
Total 1@@T
SourceF Huestionnaire
FigureF
"!
+nter.retation F 1@@T of the respondents !GT of the respondents approached $ere
satisfied $ith the safety and comfort feature of the Eolero. -ollo$ed #y 6GT $as
e&tremely satisfied, 1GT are neutral and rest of the GT $as dissatisfied $ith safety and
comfort feature of Eolero.
O4ser'ation< .s ma(ority of the respondents are satisfied $ith the safety and comfort
feature of Mahindra Eolero, the company should maintain the same standard and it is
suggested to come up $ith suita#le measure to reduce the negative opinion among the
consumer $ho are of the opinion that the fuel consumption is a dissatisfying factor.
Ta4le NoF $ Custo#er o.inions toward Design.
Factor /ercentage
3&tremely /atisfied 6@T
/atisfied !@T
Aeutral 6GT
9issatisfied 1,T
Total 1@@T
SourceF Huestionnaire
FigureF $
""
+nter.retation $F 1@@T of respondents !@T of the respondents approached $ere
satisfied $ith the 9esign of the Eolero. 6@T $ere more satisfied, 6GT of them neutral
and 1,T are dissatisfied $ith the design of the Eolero.
O4ser'ation< .s ma(ority of the respondents are satisfied $ith the design of Mahindra
Eolero, the company should maintain the same standard and it is suggested to come up
$ith suita#le measure to reduce the negative opinion among the consumer $ho are of the
opinion that the fuel consumption is a dissatisfying factor.
Ta4le NoF % .
Factor /ercentage
More /atisfied 6GT
/atisfied ",T
Aeither /atisfied & 9issatisfied 1GT
9issatisfied ,T
Total 1@@T
SourceF Huestionnaire
FigureF %
"+
+nter.retation %F The sample dra$n on the pro#a#ility #asis sho$s that out of 1@@T of
respondents ",T of the respondents approached $ere satisfied $ith the space availa#ility
of the Eolero. 6GT $ere more satisfied, 1GT of neither satisfied and dissatisfied and ,T
are dissatisfied $ith the space availa#ility of the Eolero.
O4ser'ationF .s D@T of the respondents are happy $ith the space availa#ility of the
Mahindra Eolero vehicle, it can #e conducted that the company has undertaken proper
:&9 in this aspect.
Ta4le NoF ( Custo#er satisfactions toward 2aintenance of 2a1indra Bolero
Factor /ercentage
3&tremely /atisfied 6,T
/atisfied "1T
Aeutral 61T
9issatisfied "T
Total 1@@T
SourceF Huestionnaire
FigureF(
"G
+nter.retation (F The sample dra$n on the pro#a#ility #asis sho$s that out of 1@@T of
respondents "1T of the respondents approached $ere satisfied $ith the maintenance of
the Eolero. 6,T $ere e&tremely satisfied, 61T of neutral and "T are dissatisfied $ith the
maintenance.
O4ser'ationF Though ma(ority of the customer are satisfied that the maintenance cost of
Mahindra Eolero is less, around 6@T are not satisfied $hich may #e #ecause of
comparison of Eolero $ith the ne$ly launched competing #rands coming $ith even
lo$er maintenance cost.
Ta4le NoF - Custo#er awareness a4out .ower steering.
O.tion No. Of 0es.ondent No. Of 0es.ondents 9J;
.$are 16@ D@T
8na$are ,@ 6@T
Total 1$, 1,,J
SourceF Huestionnaire
FigureF -
"D
+nter.retation -F 4ut of 1@@T of respondents, D@T of the respondents approached $ere
a$are of the po$er steering present in some variant of Eolero and 6@T $ere not a$are of
the po$er steering present in some variant of Eolero.
O4ser'ationF Most of the respondents approached $ere a$are of po$er steering system
introduced in some variants of Eolero.
Ta4le NoF * Custo#er .erce.tions a4out Bolero
7ery =ood =ood !'erage Bad 7ery Bad
6@T !GT 61T 16T -
/ource< Ruestionnaire
-igure<
"
+nter.retation *F The sample dra$n on the pro#a#ility #asis sho$s that out of 1@@T of
respondents !GT of the respondents gave Food response to Eolero. 6@T gave 7ery Food
response, 61T gave .verage response and 16T gave #ad response to Eolero.
O4ser'ationF .s +GT of the respondents are satisfied that they are happy $ith Eolero, it
satisfies that the customer satisfaction levels are very high. If the company $ere to
identify the pitfalls in their product and undertake remedial measure, thus it $ill lead to
more good $ord of mouth pu#licity.
0ECO22END!T+ON
Mahindra 5ompany has to implement good customer relationship management strategy
that enhances customer satisfaction level.
+@
The company can for the undertake :&9 to improve the e&isting feature $hich field
help increase in the customer satisfaction.
The company should promote a#out the entire feature offered #y it.
.s ma(ority of the customer give opinion that they are satisfied is the
factor, services and design of the product of the company should taken not only maintain
the e&isting standard #ut also enhance them.
.s ma(ority of the respondents are satisfied $ith the safety and comfort feature of
Mahindra Eolero, the company should maintain the same standard and it is suggested to
come up $ith suita#le measure to reduce the negative opinion among the consumer $ho
are of the opinion that the fuel consumption is a dissatisfying factor.
Ma(ority of the respondents are satisfied $ith the safety and comfort feature of Mahindra
Eolero, the company should maintain the same standard and it is suggested to come up
$ith suita#le measure to reduce the negative opinion among the consumer $ho are of the
opinion that the fuel consumption is a dissatisfying factor.
.s such, Mahindra should focus on the aspects, $hich $ill enhance the customer
satisfaction and thus the market share.
3i#itation of t1e sur'ey
Though #est effort have #een made to make the study fair transparent and error free yet
there might #e some inevita#le and limitations. .lthough outright measures area
+1
undertaken to make the report most accurate some inadvertent errors might have crept in
and suggestions to improve or eliminate the same are most $elcome.
The limitations of the survey are narrated #elo$<
The pro(ect is valid for the predefined area of $ork 9eoghar (Bharkhand)
There may #e some #iased response from the respondents.
/ome respondents did not provide the full data.
9ue to different :T4 norms of 9eoghar as $ell as Bharkahnd the response of people
might differ from those of other cities and state if any
CONC36S+ONS
Mahindra and Mahindra Motors has a very good market share in the state of
9eoghar(Bharakhand) for the /87 segment.
+6
The company is offering good services, $hich is reflected on the satisfaction of the
customer.
Ma(ority of the customer are satisfied $ith the design of the vehicle.
Mahindra & Mahindra motors are providing #etter facilities compair $ith other
#rand.
.s +GT of the respondents are satisfied that they are happy $ith Eolero, it satisfies that
the customer satisfaction levels are very high. If the company $ere to identify the pitfalls
in their product and undertake remedial measure, thus it $ill lead to more good $ord of
mouth pu#licity.
Though ma(ority of the customer are satisfied that the maintenance cost of Mahindra
Eolero is less, around 6@T are not satisfied $hich may #e #ecause of comparison of
Eolero $ith the ne$ly launched competing #rands coming $ith even lo$er maintenance
cost.
.s D@T of the respondents are happy $ith the space availa#ility of the Mahindra Eolero
vehicle, it can #e conducted that the company has undertaken proper :&9 in this aspect.
The 6@T of the respondents $ho have ans$ered negatively may #e comparing $ith the
vehicle in the same category launched very recently.
!nne&ure 1
H6EST+ONN!+0E
+,
1; Custo#er .rofile
a; Na#e 4; Occu.ation
c; !ge d; +nco#e
e; !ddressF)
1; Do you own a s.orty 'e1icleI
94; 8es
9c; No
2; Factors affecting custo#er satisfaction towards 2a1indra Bolero
9a; Feature
94; 3ow 2aintenance
9d; 3oo"s
9e; !fter Sales Ser'ice
,) Custo#er o.inions towards fuel consu#.tion I
9a; E&tre#ely Satisfied
94; Satisfied
9c; Neutral
9d; Dissatisfied
; Custo#er o.inions toward Safety and Co#fortI
(a) 3&tremely /atisfied
(#) /atisfied
+!
(c) Aeither /atisfied & 9issatisfied
(d) 9issatisfied
$; Custo#er o.inions toward Design I
9a; E&tre#ely Satisfied
94; Satisfied
9c; Neutral
9d; Dissatisfied
%; Custo#er o.inions toward s.ace a'aila4ility in 2a1indra Bolero I
9a; 2ore Satisfied
94; Satisfied
9c; Neit1er Satisfied & Dissatisfied
9d; Dissatisfied
(; Custo#er satisfactions toward 2aintenance of 2a1indra BoleroI
9a; E&tre#ely Satisfied
94; Satisfied
9C; Neutral
9d; Dissatisfied
-; !re you aware a4out .ower steering .resent in BoleroI
9a ; 8es
94; No
+"
*; Custo#er .erce.tions a4out BoleroI
9a; 7ery =ood
94; =ood
9c; !'erage
9d; Bad
1,; Do you want to gi'e any suggestion a4out any c1ange in t1e 2a1indra and
2a1indra 2otorsI
B+B3+O=0!/>8
Boo"sF
1. 1hilip Jotler, Jevin Jeller (6@@), Marketing Management (Thirteenth 3dition)
++
6. Marketing Management, The McFra$.;ill 5ompany :a(an /a&ena (Third 3dition)
,. Eerman, Eerry and Boel r 3vans (4ct- 1G) :etail Management< . strategic
approach Dth edition 3ngle$ood cliffs AB printcehall
!. 5ountry analysis 1G H . frame$ork to identify and evaluate the national
#usiness environmentI
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