A

Dissertation Report On

Customer satisfaction regarding Mahindra Bolero

(Gurgaon)
Submitted in The partial fulfillment of the Degree requirement towards the

Masters in Business Administration Under guidance of:

Submitted To:

Submitted By:

CERTIFICATE
This is to certify that Mr. Jagdish Kumar Godara from Skyline Business School, Gurgaon, aryana has successfully com!leted his !ro"ect at Mahindra # Mahindra Customer Satisfaction $Gurgaon% and &m!loyee Satisfaction $Bikaner% 'rea from (st )ecem*er2009 to +,th january2010. The title of the !ro"ect done *y him -as Customer Satisfaction (Mahindra Bolero) )uring this !ro"ect he -orked sincerely # effecti.ely to achie.e the o*"ecti.es of the !ro"ect. /e -ish him all the *est # success for his future endea.ors. )ate0

ACKN !"E#$EMENT
't the outset 1 -ould like to thank the Management of Mahindra #Mahindra 2td. 3or the -holehearted Co4 o!eration and guidance e5tended them, -hich made my 6ro"ect !ossi*le /ords often fail to e5!ress ones inner feeling of inde tedness to ones enefactors! "n fact #orlds are not $ro$er media for this $ur$ose! %he some difficulty hunts -hich he o-es to his re.erend and kind guides and num*er of other !ersons. 1 -ould like to thank Mr.dharmendra 7ishista $'rea Manger of Bikaner% for allo-ing me to collect information a*out such an esteemed organi8ation. 1 -ish to e5!ress my heartfelt thanks to Mr. 6ar.inder Singh, $Sales Manager% Mr.Mukesh Bharti for their su!!ort during my !ro"ect 1 -ould like to thank the res!ondents -ho !atiently filled u! the 9uestionnaire.

2ast *ut not the least 1 am inde*ted to in .alua*le su!!ort of my family and friends /ho -ere al-ays there for my hel!.

$:;<= >'M&%

#EC"ARATI N
1 :;<= >'M& ha.ing =oll >o. ,+?@,??AB of MB' Semester C of C;22&G& >'M& here*y declare that the !ro"ect entitled Customer satisfaction $Mahindra Bolero% and &m!loyee satisfaction is an original -ork and the same has not *een su*mitted to any other institute for a-ard of any other degree. The interim re!ort -as !resented to the guide on +,D?ED+?(?. The feasi*le suggestions ha.e *een duly incor!orated in consultation -ith the guide.

Signature of the candidate

Counter signed

CONTENTS
EXECUTIVE SUMMARY %

INTRODUCTION

& ' ()*(( ((*(+ (,*((%*+) +(*+% +&* ,) ,( ,+ ,, ,. ,/ ,/* ,% ,%* ,& ,&* ,' ,'

About Customer Satisfaction . Introduction of Automobile Industry Industry performance in 2 !" # .. $istory of %ahindra & %ahindra Automoti'e.. %illstone( awards and accolades. About %ahindra )olero About %ahindra dealer..

O !ECTIVES O" T#E STUDY $

Customer Satisfaction... *mployee satisfaction

MET#OD % &ROCEDURE$$

+esearch Design +esearch ,rocess Data collection . Samples si-e ... *rrors in the study

.imitation of the study.

.)

DATA ANA'YSIS $

.( .+* /) /(* /& /'* -) -( -+ -, -. -/* --%* %) %(* %%

Customer Satisfaction

*mployee Satisfaction .. "INDINGS $ RECOMMENDATION CONC'USION $$ I 'IOGRA&#Y $ (UESTIONNAIRE$

Customer Satisfaction. *mployee Satisfaction

DISSERTATION &RO&OSA'$

E0ECUTI1E SUMMAR2
Mahindra # Mahindra $M#M%, the market leader in multi4utility .ehicles in 1ndia. The com!any started manufacturing commercial .ehicles in (AC,. M#M is the leader *y far in commercial &ehicle and the second largest in the $assenger &ehicle mar'et! %he com$any is the #orlds si(th largest medium and hea.y commercial .ehicle manufacturing. Mahindra is *est kno-n for utility .ehicles and tractors in 1ndia, 1ts automoti.e di.ision, the com!anyFs oldest unit $founded in (AC,%, makes "ee!s and three4-heelers $not !assenger Gauto ricksha-s,G *ut utilitarian deli.ery and flat*ed incarnations%. M)Ms farm e*ui$ment sector+ formed in 19,- during "ndias green re&olution+ man ufactures tractors and industrial engines. M#M also !roduces military .ehicles. The com!any has facilities located throughout 1ndia. The sur.ey in.ol.ed gathering -ide information a*out the com!any, its !roducts, customer satisfaction and im!act of .arious com!etiti.e firms on the com!any. 3rom the information collected, .arious as!ects -ere identified -here the com!any needs to focus more to im!ro.e the efficiency of marketing team of Mahindra 'utomoti.es. The research -as conducted through collection of !rimary and secondary data. Secondary data -as collected through .isiting .arious -e* sites, automo*ile maga8ines and other relia*le sources. 6rimary data -as collected through a -ell4framed 9uestionnaire, of -hich later a detailed analysis -as done using .arious statistical 1.T. tools like MS /ord and MS &5cel.

;n the *asis, the secondary data analysis and the e5tensi.e analysis of the !rimary data, inter!retations -ere dra-n for the 9uestions and conclusion is dra-n. Certain suggestions are also dra-n from the analysis to hel!. Mahindra 'utomoti.es to increase its market share in commercial !assenger segment and M67s. The main research that follo-ed is to knoCustomer satisfaction to#ards Mahindra B./0 1. S/2+ a ne# S34 recently launched y Mahindra. )ue to the limited resources and time constraints, the study -as conducted -ithin the area Gurgaon $>C=% city.

INTR #UCTI N
'*out Customer Satisfaction 1ntroduction of 'utomo*ile 1ndustry 1ndustry !erformance in +??@4?A istory of Mahindra # Mahindra 'utomoti.e Millstone, a-ards and accolades
'*out Mahindra Bolero '*out Mahindra dealer

CUST MER SATISFACTI N

Customer Satisfaction is the *u88-ord used *y the *usiness !eo!le for the success of organi8ation in the !resent days. )ue to the increases of hea.y com!etition in e.ery !roduct H 2ine it *ecome difficult for the com!anies to retain the customers for longer time. So retain the Customer for longer time the marketer has to do only one things i.e. customer satisfaction .1f Customer is fully satisfied *y the !roduct it not only ru* the organi8ation successfully *ut also 3etch many *enefits for the com!any. They are less !rocess sensiti.e and they remain customer 3or a longer !eriod. They *uy addition !roducts o.ertimes as the com!any introduce related 6roduce related !roducts or im!ro.ed, so customer satisfactions is gaining a lot of im!ortance in the !resent day. &.ery com!any is conducting sur.ey on customer satisfaction le.el on their !roducts .To make the !roducts u! to the satisfaction le.el of customers. This !ro"ect is also done to kno- the customers satisfaction on the B;2&=; on *ehalf of Mahindra and Mahindra 'utomo*iles. The im!act of automo*ile industry on the rest of the economy has *een so !er.asi.e and momentous that is characteri8ed as second industrial. 1t !layed a .ital role in hel!ing the nation to !roduce higher .alue good and ser.ices and in the enhancing their skills and im!ose tremendous demand for automo*ile. The decrease in the interest rate and easy a.aila*le of cars loons from + to E years, lot of car manufacturers com!any facing cut throat com!etition in the fields of technology and !rice, So to gain the market share it is im!ortant for the institutes to satisfy its customers and to retain the re!utation and its image. Customer Satisfaction Strategies Fo33o4ed By M5M The different strategies follo-ed *y M#M consists of Customer relationshi! management, Strategy to !ro.iding *etter facility to the o-ner, and strategy to !ro.ide *etter after sales ser.ice to customer. Customer Re3ations6i7 Management C=M as a tool -as used to create !ositi.e -ord4of mouth, to monitor customer e5!eriences and generate referrals. ' series of C=M acti.ities -ere im!lemented -ith regular direct communication, e.ents and customer satisfaction sur.eys, &.ents, 3esti.e offers, =e-ards 6rogram, etc.

INTR #UCTI N

F AUT M BI"E IN#USTR2

The automo*ile industry has changed the -ay !eo!le li.e and -ork. The earliest of modern cars -as manufactured in the year (@A,. Shortly the first a!!earance of the car follo-ed in 1ndia. 's the century turned, three cars -ere im!orted in Mum*ai $1ndia%. /ithin decade there -ere total of (?+, cars in the city. The da-n of automo*ile actually goes *ack to C??? years -hen the first -heel -as used for trans!ortation in 1ndia. 1n the *eginning of (,th century, 6ortuguese arri.ed in China and the interaction of the t-o cultures led to a .ariety of ne- technologies, including the creation of a -heel that turned under its o-n !o-er. By (I??s small steam4!o-ered engine models -as de.elo!ed, *ut it took another century *efore a full4si8ed engine 4!o-ered .ehicle -as created. Brothers Charles and 3rank )uryea introduced the actual horseless carriage in the year (@AE. 1t -as the first internal4com*ustion motor car of 'merica, and it #as follo#ed y 5enry 6ords first e5!erimental car that same year. ;ne of the highest4rated early lu5ury automo*iles -as the (A?A =olls4=oyce Sil.er Ghost that featured a 9uiet I4cylinder engine, leather interior, folding -indscreens and hood, and an aluminum *ody. Chauffeurs usually dro.e it and em!hasis -as on comfort and style rather than s!eed. )uring the (A+?s, the cars e5hi*ited design refinements such as *alloon tires, !ressed4 steel -heels, and four4-heel *rakes. Graham 6aige )C 6haeton of (A+A featured an @4cylinder engine and an aluminum *ody. The (AEB 6ontiac )e 2u5e sedan had roomy interior and rear4hinged *ack door that suited more to the needs of families. 1n (AE?s, .ehicles -ere less *o5y and more streamlined than their !redecessor -as. The (AC?s sa- features like automatic transmission, sealed4*eam headlights, and tu*eless tires. The year (A,B *rought !o-erful high !erformance cars such as Mercedes4Ben8 E??S2. 1t -as *uilt on com!act and styli8ed lines, and -as ca!a*le of +E? km!h $(CC m!h%. This -as the 1ndian automo*ile history, and today modern cars are generally light, aerodynamically sha!ed, and com!act.

10

Facts 5 Figures The automo*ile industry in 1ndia is on an in.estment o.erdri.e. Be it !assenger car or t-o4 -heeler manufacturers, commercial .ehicle makers or three4-heeler com!anies 7 e.eryone a!!ears to *e in a scram*le to hike !roduction ca!acities. The country is e5!ected to -itness o.er =s E?,??? crore of in.estment *y +?(?. yundai -ill also *e unmasking the 7erna and a *rand ne- diesel car. General Motors -ill *e launching a mini and may *e a com!act car. Most of the com!anies ha.e made their intentions clear. Maruti <dyog has set u! the second car !lant -ith a manufacturing ca!acity of +., lakh units !er annum for an in.estment of =s I,,?? Crore $ =s E,+?? Crore for diesel engines and =s +,B(@ Crore for the car !lant itself%. yundai and Tata Motors ha.e announced !lans for in.esting a similar amount o.er the ne5t E years. yundai -ill *ring in more than =s E,@?? Crore to 1ndia. Tata Motors -ill *e in.esting =s +,??? Crore in its small car !ro"ect. General Motors -ill *e in.esting =s (?? Crore, 3ord a*out =s E,? Crore and Toyota announced modest e5!ansion !lans e.en as onda Siel has earmarked =s E,??? Crore o.er the ne5t decade for 1ndia 4 a si8ea*le chunk of this should come *y +?(? since the com!any is also looking to enter the lucrati.e small car segment. Talking a*out the commercial .ehicle segment, 'shok 2eyland and Tata Motors ha.e each announced -ell o.er =s (,??? Crore of in.estment. Mahindra ) Mahindras "oint .enture -ith 1nternational Trucks is e5!ected to see an infusion of at least =s ,?? Crore.

11

Industry 7erformance in +))&*)'

The 1ndian automoti.e market managed to stand u! to the .agaries of the economic meltdo-n to sho- slightly gro-th during fiscal +??@4?A. ;.erall .ehicle sales at AB.+E lakh gre- ?.B( !er cent from AI.,C lakh units in +??B4?@. /hen ma"or automoti.e markets re!orted a E?4C? !er cent decline, only a handful of countries managed to sho- gro-th. ' fe- months ago, 1ndia -as looking at negati.e gro-th *ut has turned around. 1t is actually *etter than e5!ected. S1'M has a !ositi.e outlook for the current financial year. /hile it foresees a B4@ !er cent gro-th for the commercial .ehicle segment, the industry *ody !redicts a E4, !er cent gro-th for !assenger .ehicles. The three4-heeler segment may gro- ,4@ !er cent gro-th -hile t-o -heelers may sho- E4, !er cent gro-th. The !assenger .ehicle market has -eathered the do-nturn largely due to market leader Maruti Su8uki -hich holds C@ !er cent of the market. The com!act car giant clocked B.++ lakh units for +??@4?A. Closest ri.al yundai Motor 1ndia sold +.CC lakh cars, a gro-th of (E !er cent. Tata Motors sales gre# 1!- $er cent at 2!-0 la'h units #hile Mahindra ) Mahindra $osted 2!8 $er cent gro-th at (.?I lakh units.
Most !remium carmakers sa- .olumes shrink last fiscal! %oyota 9irlos'ar Motors num ers fell 18 $er cent to :,+;92 units #hile 6ord "ndias sales #ere do#n 1< $er cent to 2<+9<, units!

onda Siel Cars 1ndia also sa- a (B !er cent dro! at ,+,C+? units -hile General Motors 1ndia -as do-n @ !er cent to I(,,+I units. 'mong commercial .ehicle makers, all ma"or !layers sa- su*stantial fall in .olumes. Market leader Tata Motors -ith a I? !er cent !lus share, sho-ed ++ !er cent dro! in num*ers at +.EC lakh units -hile 'shok 2eyland sho-ed EB !er cent dro! at CB,IE+. =ichers sales &olume fell -< $er cent at 1<+-:1 units and 6orce Motors #as do#n 2; $er cent at B,@(A units! %he freight mo&ement is unli'ely to im$ro&e this fiscal #hich #ill im$act truc' sales.

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ST R2 F MA8IN#RA 5 MA8IN#RA AUT M TI1E

Mahindra # Mahindra $M#M% -as esta*lished in (AC, as Mahindra # Mohammed. 2ater on, after the !artition of 1ndia, one of the !artners 4 Ghulam Mohammad 4 returned to 6akistan, -here he *ecame 3inance Minister. 's a result, the com!any -as renamed to Mahindra # Mahindra in (AC@. M#M started its o!eration as a manufacturer of general4!ur!ose utility .ehicles. 1t assem*led CK) "ee!s in (ACA. ;.er the !assing years, the com!any e5!anded its *usiness and started manufacturing light commercial .ehicles $2C7s% and agricultural tractors. '!art from agricultural tractors and 2C7s, Mahindra # Mahindra also sho-ed its de5terity in manufacturing army .ehicles. Soon, it started its o!erations a*road, through its !lants set u! in China, the <nited Kingdom and the <S'. M#M !artnered -ith com!anies !rominent in the international market, including =enault S', 1nternational Truck and &ngine Cor!oration, <S', in order to mark its glo*al !resence. M#M also started e5!orting its !roducts to se.eral countries across the -orld. Su*se9uently, it set u! its *ranches including Mahindra &uro!e Srl $*ased in 1taly%, Mahindra <S' 1nc., Mahindra South 'frica and Mahindra $China% Tractor Co. 2td. 't the same time, M#M managed to *e the largest manufacturer of tractors in 1ndia, *y holding leadershi! in the market of the country, for around +, years. The com!any is an old hand in designing, de.elo!ing, manufacturing and marketing tractors as -ell as farm im!lements. 1t made its entry to the !assenger car segment in 1ndia, -ith the manufacture of 2ogan $mid4si8e sedan% in '!ril +??B, under the Mahindra =enault colla*oration. Soon after the consider a*le success of 2ogan, M#M started launching a -ide range of 2C7s and three -heelers as -ell as S<7s including Scor!io and Bolero. 1n the !resent time, Bolero has gained immense !o!ularity in 1ndia. 1t is one of the most o!ted .ehicles in its class. MA8IN#RA B "ER Mahindra Bolero is one of the most successful and !o!ular utility .ehicle of the Mahindra and Mahindra Grou!. The car is ro*ust in a!!earance and it has *een elegantly designed, kee!ing in mind the conditions of the 1ndian roads. Mahindra Bolero is also among the *est fuel4efficient cars of 1ndia as the manufacturer has e9ui!!ed it -ith a +,?? cc diesel engine -ith,4 s!eed transmission. 0$ril 0;+ 200;+ Mum ai> Mahindra ) Mahindra /td! (M)M)+ one of "ndia s leading auto *rands, has announced that its !o!ular Bolero S<7 has sold a record ,?,??? units in +??B4 ?@.

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The Bolero is the first *rand in the S<7D<7DM67 category to cross ,?,??? units in one year and "ndias leading S34 rand for t#o years in a ro#! ?ith its stylish a$$eal and rugged nature+ the Mahindra Bolero has emerged as the clear fa.orite amongst S<7 enthusiasts across the country since its launch eight years ago. The fact that it is the first *rand in the S<7D<7DM67 category to notch u! sales of more than ,?,??? units in a single year is also a clear .alidation of our customer centric a!!roach to *usiness. Today, the Bolero is !ercei.ed as a stylish *ut afforda*le S<7 -hich caters to different customer needs and ta'es on all 'inds of terrain #ith ease+ said Mr! 4i&e' @ayer+ 4ice Aresident 7 Marketing, 'uto Sector, Mahindra and Mahindra 2td.
Since its launch in June +???, the Bolero has e.ol.ed o.er the years, incor!orating a host of features and aesthetics -hich match the e.ol.ing lifestyle as!irations of 1ndian consumers. 1n +??B, M#M launched the >e- Bolero -hich offered a *old ne- style, greater comfort and con.eniences. 1n January +??@, Mahindra also introduced the Bolero S!ecial &dition, a limited edition of "ndias most $o$ular S34 #ith e(citing ne# features for the young ur an customer!

MA8IN#RA SC R9I Mahindra # Mahindra 2imited launched Mahindra Scor!io as its first S!orts <tility 7ehicle in 1ndia in +??+. S< has the e5!ectations This 7 redefined for the design of S<7s -ith its sturdy looks and !erforman !o-erful ce, the so!histicated interior design adds to the further glory to the a!!earance. MA8IN#RAIN$ENI Mahindra # Mahindra is !lanning to launch a ne- multi4!ur!ose .ehicle $M67% to take on the Toyota 1nno.a and the Che.rolet Ta.era in *oth the indi.idual *uyer and ta5i segments. Mahindra has currently named the !ro"ect 1ngenio. The .ehicle is e5!ected to hit the market +??A in MA8IN#RA RENAU"T " $AN Much a-aited Mahindra4=enault 2ogan has *een launched in 1ndia. This com!act sedan is a s!acious, !ractical and afforda*le .ehicle. The outlook of 2ogan is im!ressi.e and the *asic .ersion is a .alue for money, ho-e.er the to!4end .ersions are a *it high on !rice. The !rominent feature of this car is its !erformance, interiors and economy.

14

MA8IN#RA 02" Mahindra # Mahindra 2imited launched their latest Multi <tility 7ehic le (M34) 2ylo in 1ndia on January (E, +??A. The car *oasts of ha.ing all the lu5urious features that are seen in todays sedans+ #ith the am$le s$ace of a utility &ehicle! 2yloBs muscular stance contri utes to its commanding road !resence. 3ully !acked -ith the latest features, the M<7 is sure to im!ress 1ndian consumers and !ro.ide a stiff com!etition to the other .ehicles -ithin its class 9erformance of Ma6indra 02" <nder the hood of Mahindra Jylo lies a C4cylinder tur*ocharged, m&agle diesel engine, -hich generates a !o-er of ((+*h! K E@?? r!m and a !eak tor9ue of +C kgm K (@??4E??? r!m. The !o-erful engine is de.elo!ed on the >&3 C=)e !latform and is mated to ,4gears manual transmission. The car accelerates from rest to I? kmDh in "ust ,.@ seconds MA8IN#RA MA00 The Mahindra Ma55, a !roduct under the Mahindra Ma55 range, is a s!acious !assenger utility .ehicle -ith a ma5imum seating ca!acity of (? !ersons. 1t is !erfect .ehicle for large families going on long tri!s. The M<7 comes -ith a s!acious ca*in -ith decent legroom. '.aila*le in C main choices0 Base, TJ, 2J and 3estara, the M<7 comes loaded -ith a lot of merits. 1t has a long -heel*ase of +CE? mm to !ro.ide for a large seating ca!acity and cargo s!ace. The .ehicle has a high ground clearance of +?? mm -hich gi.es it good sta*ility on off4 road dri.es. Because of these reasons, the Mahindra Ma55 is more !o!ular in semi4ur*an and rural areas of the country. The .ehicle has high fuel efficiency and deli.ers more than any other .ehicle in its category. 1t comes -ith a E4year -arranty so that initial maintenance is not hea.y on the !ockets MA8IN#RA MARS8A" Mahindra Marshal )elu5e =oyale is a S!ort and <tility 7ehicle -ith has a seating ca!acity of nine $eo$le! "ts design resem les Mahindras old model of "ee!sL *ut -ith some modifications. 1t has a ,4door design -ith a hard to!, ensuring safety. The interiors are comforta*le too -ith ergonomically designed seats affording tra.elling comfort. The Mahindra Marshal )elu5e =oyale can *e a good !urchase -ith regards to its seating ca!acity and also its technologically ad.anced features. 'lthough, the !rice is on a *it higher side, it is -orth in.esting.

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9roduct 9rofi3e

Ma6indra Scor7io

Ma6indra Bo3ero

Ma6indra 0y3o

Ma6indra Mars6a3

Ma6indra Ma::

Ma6indra "ogan Car

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MI"ST NE; A!AR#S AN# ACC "A#ES

M%M)s *+st ,ear -as stu..e. -it/ a nu01er o2 note-ort/, a3/ie4e0ents5 prestigious pri6es an. g7ittering a-ar.s. #UA" 8 N URS F R C8AIRMAN MR< KES8UB MA8IN#RA C6airman; Mr< Kes6ub Ma6indra /as a-arded the Business 4isionary 0#ard 200, instituted *y the >ational 1nstitute of 1ndustrial &ngineering $>1T1&%, Mum*ai. Chairman, Mr. Keshu* Mahindra -as also a-arded the !restigious 1BS Kolkata

/ifetime 0chie&ement 0#ard for his un$aralleled contri ution to industrial gro#th and social and economic de&elo$ment of the community! %he "nstitute of Chartered 6inancial 0nalysts of "ndias ("C60") "ndia Business School ("BS) !resented it, Kolkata, at the Strategy Summit +??B, held in Kolkata. S"E! F 8 N URS F R MR< ANAN# MA8IN#RA

Mr. 'nand Mahindra, 7C # M), Mahindra Grou!, recei.ed a num*er of !restigious a-ards in +??I4?B, including0 (M The !restigious C>BC 'sia Business 2eader of the :ear '-ard for the :ear +??I as #ell as the
C@BC %4 "ndia Business /eader of the Cear 0#ard!

+M %he C=. of the Cear a#ard at the "ndia Brand Summit 200, co 4s!onsored *y Business
Standard and 1TM Business School in association -ith Times >o- and )>' ne-s!a!er.

EM The 2M' &ntre!reneur of the :ear +??I a-ard, instituted *y the 2udhiana Management 'ssociation
$2M'%.

CM %he Most "ns$iring Cor$orate /eader of the Cear 0#ard y @D%4 Arofit

,M The >)T7 6rofit 7 Car # Bike '-ard +??B for 'utomo*ile Man of the :ear.

17

Mr< Anand Ma6indra -as also nominated as a Mem*er of the Council of the &5ecuti.e Committee of the >ational S!orts )e.elo!ment 3und $>S)3% of the Go.t. of 1ndia. e -as featured in the list of 80 Most "nfluential "ndians in Business ?ee' s edition dated 0ugust 1-+ +??B 8I$8EST CRISI" RATIN$ F R M5M M#M has recei.ed the highest Go.ernance # 7alue Creation rating, C=1S12 G7C 2e.el 7 1 from C=1S12 for the a*ility to create .alue for all stakeholders, -hile ado!ting sound cor!orate go.ernance !ractices.

#UN 5 BRA#STREET AMERICAN E09RESS C R9 RATE A!AR#S +))Mahindra # Mahindra -as rated as the leading 1ndian com!any in the 'utomo*ile 7 Tractors sector in the Dun ) Bradstreet 7 0merican =($ress Cor$orate 0#ards 200, ! %he 0utomo ile Sector com!rises of three categories 7 6assenger 7ehicles, Commercial 7ehicles and Tractors.

These a-ards recogni8e the .irtues of si8e and gro-th in the a-ards methodology. M#M ranked @o! 1 in these t#o segments in the $remier Dun ) Bradstreet "ndia $u lication+ "ndias %o$ 800 Com!anies +??I.

MA8IN#RA RECEI1ES AMIT2 8R E0CE""ENCE A!AR# Mahindra # Mahindra -as honored -ith the 'mity = &5cellence '-ard at the 3ourth 'mity Glo*al = Summit +??B held at the 'mity 1nternational Business School, >oida. The 'mity = &5cellence '-ard recogni8ed Mahindra as one the most admired com!anies across the glo*al on account of its inno.ati.e strategies for uman =esources Management and )e.elo!ment. $" BA" 8R E0CE""ENCE A!AR# F R M5M Mahindra # Mahindra !ractices $Manufacturing -on the Sector%, in Glo*a l the 'sia = &5cellence '-ard for 1nno.ati.e = 6acific =M Congress, held in Mum*ai. These

a-ards recogni8e organi8ations and indi.iduals -ho ha.e em*raced change, encouraged

constructi.e challenges and demonstrated entre!reneurial skills in the cor!orate -orld.

18

M5M !INS B MBA2 C8AMBER $

# C R9 RATE CITI=EN A!AR# +))-*)%

M#M -as !resented -ith the co.eted Bom*ay Cham*er Good Cor!orate Citi8en '-ard +??I4
0< at a glittering ceremony held to cele rate the Cham ers 1<2nd 6oundation Day on Se$tem er

+(, +??B. Mr. Bharat )oshi, &5ecuti.e )irector, M#M 2td. and Mr. =a"ee. )u*ey, Mem*er of the Grou! Management Board and Chairman, Mahindra # Mahindra CS= Council, recei.ed the a-ard on *ehalf of the com!any. This '-ard recogni8es and honors cons!icuous achie.ement *y cor!orate organi8ations *y -ay of ser.ice to the ci.ic community, in addition to outstanding o!erational !erformance. 1t takes into account se.eral !arameters, including Business 6erformance, Cor!orate 1nterests, &m!loyee /elfare, Customer and Stakeholder Satisfaction and Social 1n.estment. $ "#EN 9EAC CK A!AR# F R E0CE""ENCE IN C R9 RATE $ 1ERNANCE Mahindra # Mahindra -on the co.eted Golden 6eacock '-ard for &5cellence in Cor!orate Eo&ernance 200,! %his a#ard &alidates the com$anys Best 4in4Class cor$orate go&ernance !ractices and reflects its trans!arent and ethical dealings -ith stakeholders across the entire .alue chain! "t recogniFes the Managements commitment to the highest standards of cor$orate conduct and its commitment to Cor!orate Social =es!onsi*ility as a distinct acti.ity that hel!s *uild commenda*le social .alues and adds to the ethical fi*er of the organi8ation. BEST AUT M TI1E MANUFACTURIN$ SU99"2 C8AIN E0CE""ENCE A!AR#
Mahindra ) Mahindra has 0utomoti&e een a#arded as the organiFation #ith the Best

a#a !resented 1ndi Manufacturing Su$$ly Chain =(cellence! rds -ere *y a %he alon -ith Busin at Times Mindsca!e $Times of 1ndia Grou!% g the ess 1ndia Grou! the &5!ress, 2ogistics # Su!!ly Chain '-ards held in Mum*ai on Se!tem*er +@, +??B. '. C. >eilson is accredited -ith the research for the a-ard nominees and -inners.

19

8I$8 RANKIN$S F R MA8IN#RA M#M -as ranked second in the !restigious e Most Trusted Car Com!any in 1ndia study conducted *y T>S. M#M scored (+B !oints, "ust se.en !oints *elo- the to! ranking com!any, according to a T>S communi9uN.

(M M)M #as ran'ed 1:th in %he =conomic %imes $restigious =% 800 list of to$ achie&ing com!anies in 1ndiaO The com!any has mo.ed u! four ranks from last year. To 9uote from the =% 800 #rite4u$> M)Ms art4to4$art strategy of di&ersification into the auto !arts .alue chain and its !lans for ne- !latforms for utility .ehicles and "oint .enture -ith 1enault for /ogan ha&e led to a gain in ran's!

+M M)M #as ran'ed 22nd in Business "ndias annual sur&ey of the country s to$
com$anies

4 Su!er (??

EM M)M #as ran'ed -1st in Business %odays annual sur&ey of "ndia s most &alua le
com!anies

20

AB UT MA8IN#RA B "ER
Ma6indra bo3ero Mahindra # Mahindra 2imited launched the second generation Bolero in March +??B. The all4 ne- s!orts4utility .ehicle $S<7% comes -ith refreshed looks and style. The e5teriors and interiors of the latest Bolero ha.e *een designed in -ay that -ill find a!!eal -ith the younger generation of car *uyers in 1ndia. The automo*ile s!orts a host of ne- features, -hich !erfectly suit the needs of 1ndian consumers. 'n off4road S<7, it deli.ers uncom!romising fuel efficiency and commenda*le !erformance on city roads as -ell. Eet a snea' $ee' at #hats ne# in the tough ne# Bolero! Eet the lo#do#n on ho# it ma'es your dri.e a ne.er *efore e5!erience. Engine >e- Mahindra Bolero is !o-ered *y +,+Ecc Tur*o Charged )1 $)irect 1n"ection% diesel engine, -hich generates a !o-er of IE.+ 6S K E+?? r!m and (@.C kgm of tor9ue K (CC?4(,?? r!m. The +.,2 engine is much more refined than its !re.ious model. The good, lo-4end tor9ue of Bolero allo-s a smooth ride on gradients and *um!y roads. #esign and Comfort Mahindra Bolero flaunts a ne-, sleek front grille and muscular *um!er that accentuate the a!!earance of its fascia. The rear side a!!ears more so!histicated, -ith cur.ed clear lens taillights. 'dding to the a!!eal of the e5teriors is the -ell4contoured door handles. &rgonomics in the ca*in of the all4ne- Bolero ha.e *een re-orked to suit the !resent4day consumerFs desire. 1ts !lush *ucket seats offer a greater degree of comfort to the occu!ants. Disco&er the ergonomic dri&ers seat+ the arm rest in the middle ro# or the multi 4 directional 'C lou.ers. There are little touches e.ery-here to make your dri.e less of a dri.e and more of a !leasant "ourney. Interiors Mahindra Bolero s!orts a trendy dash*oard and instrument cluster. The efficiency of the air conditioning system has also *een im!ro.ed. The audio system is integrated on the instrument !anel in such a -ay that the controls are -ithin easy reach of the dri.er. The ne- Mahindra Bolero comes !acked -ith many utility s!aces. There are small storage areas for .arious !assenger needs, -hich are neatly tucked a-ay in the s!ace4efficient central console.

21

Ride and 8and3ing >e- Mahindra Bolero comes e9ui!!ed -ith an ad.anced >GT ,+? transmission, along -ith synchromesh gears, -hich allo- smooth gearshifts. The automo*ileFs front sus!ension is *uilt to -ithstand tough road conditions, -hile gi.ing its occu!ants utmost comfort. ' com*ination of disc and drum *rakes is used in the S<7, -hich facilitates smooth *raking on all road conditions. The -ide radial tyres of Bolero ensure *etter road gri!, safety and im!ro.ed handling. Safety Mahindra Bolero comes e9ui!!ed -ith anti4roll *ars that hel! the .ehicle hold to the ground e.en on the tightest *ends. 1ts *raking system !re.ents the locking of -heels on sli!!ery roads. The ne- S<7 also has a long -heel*ase, -hich !ro.ides greater sta*ility to the automo*ile. The other safety features of Mahindra Bolero include central locking and seat *eltDdoor o!en -arning. Sty3e: %he Bolero is uilt solidly ut that didnt sto$ us from enhancing the sense of security! So #e $ut in anti4roll *ars to hel! hug the ground e.en on the tightest *ends, *rakes that !re.ent -heel locking and a seat *eltDdoor o!en -arning system. 3rom the aggressi.e grille ornament to the muscular front fascia, lo- stance fender e5tensions, clear lens headlam!s and stand out -heel arches thereFs a lot you can disco.er in the ne- Bolero. 'll at a dealer near you. Con>enience: 3ind s!ace for maga8ines or ma!s, slots for *ottles or cans, a sur!risingly large glo.e *o5 to s#allo# anything you thro# into it! %heres e&en a 124 charging $oint along #ith a mo ile holder. So the only thing you ha.e to think a*out is your destination. 9erformance: The high !o-er and high tor9ue gi.e the Bolero great load carrying ca!a*ilities es!ecially o.er inclines. The synchromesh gears make gear shifts and e.en city dri.ing a cinch. 'nd the uni9ue Mahindra )1 engine gi.es you uncom!romising fuel economy too.

22

1ariants; 9rice and Co3or The eight .ariants of ne- Mahindra Bolero are S2J, )J, )1, J2S, J2, S!orts, 1n.ader and Cam!er. The S<7 is a.aila*le in fi.e colors, including '!!le =ed, 3iery Black, )iamond /hite, =ocky Beige and Turf Green. The latest .ersion of Mahindra Bolero is !riced *et-een =s C.I? lakh and =s ,.I( lakh. Bolero ;.er.ieIntroduction f Bo3ero Mode3

Take on anything starting no- -ith the ne- Mahindra Bolero. 'ny road that calls itself tough had *etter -atch out. The ne- Mahindra Bolero comes loaded -ith ne- features in style, comfort and con.enience. To let you dominate -hate.er you encounter on the road. DISCOVER THE TOUGH NEW BOLERO. ereFs a s!orts utility .ehicle that *rings you *rand ne- style -ith tried and tested !erformance. ' mid si8e S<7 !acked -ith. >e- comforts and con.eniences. Choose from fi.e models, to fit your needs or to underline your style. 'nd o-n a dri.ing e5!erience that !uts you firmly in command. B "ER S"0

The Bolero S2J is the to!4of4the4hea! model. 1t has almost e.ery feature on the ne- features list. 3rom the ne- trim on the front grille to the lo- stance fender or the clear lens headlam!s. B "ER S"E

3or style the Bolero S2& matches the S2J in e.ery as!ect e5ce!t one -here it scores o.er its high4end counter!art 4 s!orty decals. 1n fact this is the only model -ith decals on it. B "ER #I

The s!irit of the tough ne- Bolero -ithout the frills is the *est descri!tion for the Bolero )1. The style, the aggression, the authority is all there minus the creature comforts and con.eniences. The s!irit of the tough ne- Bolero -ithout the frills is the *est descri!tion for the Bolero )1. The style, the aggression, the authority is all there minus the creature comforts and con.eniences. Click on the related links to get an outside4in $icture of Mahindras ne# &ehicle!

23

B "ER

#I 93us

2ike its higher4end *rothers, the 6lus too has most of the style features found on the S2J list. 'nd if you care for more comforts and con.eniences on the inside then all you ha.e to do is choose the !o-er steering o!tion. B "ER 1"0

The ne- Bolero 72J comes *uilt4in -ith e5traordinary !o-er, thanks to the ne- steroid4 !um!ing AB 6 $B(., K/% C=)e engine. This Bolero .ariant comes e9ui!!ed -ith all you -ould e5!ect from 1ndiaFs >o.( S<7 *rand and much more. The noise4reducing, refined >7 !ackage clearly tells e.erything outside to Fshut u!F. The 7oice 'ssist System -ill make you -ant to listen to this *rute, once in a -hile. The sturdy sus!ension makes taking on any terrain a *ree8e, -hile enhanced *raking system makes sure you stay on the road.

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B "ER Features and S7ecification Make Model 7ariant Body Ty!e >o. of )oors Mahindra Bolero S2J S<7 ,

S"0

Fue3 Efficiency: City Mileage igh-ay Mileage 3uel Ca!acity 3uel Ty!e 3uel Grade Engine 9arameters: )is!lacement Bore Stroke Cylinder Configuration 7al.e Gear ;!eration Com!ression =atio >o. of 7al.es 's!iration 3uel System orse 6o-er Tor9ue +,+Ecc 4 4 C inline 4 4 @ Tur*o Charged )1 IE.(+KE+?? !sKr!m (@?K(CC? >mKr!m * A.C km!l (+.C km!l I? liters )iesel

25

Steering and Sus7ension Steering Ty!e 6o-er Steering 3ro nt Sus!ension =ea r Sus!ension #imensions 2ength eight /idth /heel Base Clearance Bo ot 3ront ead =oom 3ront 2eg =oom H =ear ead =oom =ear 2eg =oom Kre*s /eight Gross /eight #ri>e Train Ty !e Ge ars )ri.e 2ine Comforts Features 'M D 3M =adio 6resent Manual , =/) C?,I mm (@@? mm (II? mm +I@? mm +?? mm 4 Min0 I?mm Ma50 I?mm 4 Min0 I?mm Ma50 I?mm Min0 BCmm Ma50 ACmm Min0 (I(,kg Ma50 (I(, kg =ack and !inion, !o-er assist :es 1nde!endent -ith coil s!ring 2eaf s!ring

&5ce!t 'M D 3M radio there is no other comfort is !ro.ided.

Safety: There is no safety feature included in Bolero S2J including antitheft system etc

26

MA8IN#RA ?B "ER @ 9RICE "IST

B;2&=; 7'=1'>TS &J4S ;/=;;M 6=1C&

B;2&=; )1 B;2&=; S2& B;2&=; S2J B;2&=; 61CK<6 B;2&=; 62<S B;2&=; 72J

C,AC,??? ,,,+A,I?? ,,@E,??? C,,I,A@E ,,I?,(?? ,,A@,E,?

27

AB UT MA8IN#RA #EA"ER
BIKANER M T RS A91TB "T# Bikaner Motors -ere esta*lished in (A@(. Bikaner Motors -ere the first authori8ed dealers of M#M in Bikaner. ur #istinction: This is one of the largest authori8ed dealers for Mahindra # Mahindra 'utomoti.es. =ecord sales in the first year of o!eration. 9artners in 9rogress0 /e are the !referred !artners of M#M automoti.es, chiefly due to our successful sales record and 9uality. ;ur facilities ha.e remained unsur!assed, as -e stri.e e.eryday to *etter our self. Commanding 9resence: Bikaner Motors as a centrali8ed air4conditioned sho-room of M#M automoti.es its kind in =a"asthan, s!read gracefully and decorated elegantly o.er an im!ressi.e @(?? s9.ft at Bikaner, Being e9ui!!ed -ith affa*le front office staff and ade!t !rofessional technicians, 6ro.ide a !erfect of 9uality Ser.ice and =elia*ility. S7ace Friend3y0 The interiors are aimed at making you feel com!letely at ease, in lu5ury. Because for us the customer is king, one -ho deser.es a regal offering. The setting is a!t for times -hen you need to s-itch into a rela5ed state of mind. Tec6no3ogy to Stay A6ead: /e are e9ui!!ed -ith the latest technological ad.ancement in the industry, in order to gi.e the *est of ser.ices -hen it matters. >ot "ust to *e !art of, But to *uild the future, is our motto. Ambience t6e E:ude Re3a:ation: ;urs is one of the fe- ser.ice centers to *e e9ui!!ed -ith a fully4fledged customer4-aiting lounge. ' !art from a tele.ision and chess *oard, it had a -ed kiosk to kee! u connected all the time.

28

Ser>ice 4it6 Commitment: ;ur dedicated team of mechanical s!ecialty offers e5!ert treatment for your .ehicle. /e ensure consistency in !erformance each time, -ithout fail. Attention to #etai3s: /e !ro.ide genius s!are !arts and accessories to ensure e5ce!tional !erformance. &.ery single as!ect related to your .ehicle is taken care of at our !remises. #ea3ing Made Con>enient: 1t is a !art of our commitment !olicy to gi.e ad.antage to the customer at e.ery "uncture. /e offer assistance of e.ery kind at our !remises itself, -hich makes it a one sto! facility. E:7ert $uidance at E>ery Ste7: ;ur sales team gi.es utmost !riority to your satisfaction. /hen you need hel! to make the right choice, it is ensured that the result is *eyond your e5!ectations. Thus making it a !oint that you get the *est in *oth lu5ury and comfort al-ays. Mode3s: Mahindra # Mahindra has *een launching .arious ty!e of M<7s and cars from the year of (AC,, kee!ing in mind the 9uality, design, dri.ing, comfort, fuel efficiency, and ser.ice and resale .alue. These from a formida*le force that gi.es our customers the !ride and the "oy of .alue fore.er. /hat dri.es M#M is (M Commitment +M 2eadershi! EM 'ny an eye for a!!ro!riate technology. Since (AC,, -hen M#M first *egan manufacturing M<7s # 2C7s, M#M ha.e *een engaged in a single4minded endea.or to *ring you cars that only state4of4the4art, *ut are also some f the most en.ironment4friendly .ehicles in this -orld4a reflection of our commitment and care, for *etter en.ironment. 't the heart of e.ery M#M is a uni9ue engineering and an o!timal mi5 of !o-er and economy. 'll this is su!!orted *y M#M nation 7 -ide dealershi! net-ork and automated -orksho! that !ro.ide e5cellent after sale ser.ice %he com$any has constantly e($loring ne# o$$ortunity to define the sha$e to tomorro#s dri.ing technology.

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9romotiona3 Acti>ities: The !romotional acti.ities ado!ted *y Bikaner Motors are (. Test )ri.ing +. 3ree )ri.ing E. oarding C. )iscounts ,. 'd.ertisement in >e-s!a!er and maga8ines I. Gift Schemes B. 3ree Ser.ices @. Mileage Contents 6romotional e5!enses ha.e *een *orne *y *oth Bikaner Motors and M#M, shares in ad.ertisement cost. Ser>ice ffered:

Ser.ice and !aid ser.ice after sale of Cars. (M 3ree checku!s cam!aigns +M 3inance through *ank EM )emonstration for ne- !roducts CM 'cce!tance of -arranty claims !orCing Time in BiCaner Motors: /orking hours in <nited 'utomo*iles are (+ hours !er day starting from A0E? am to A0E?!m -ith one4hour *reak for lunch and (, minutes for e.ening tea and coffee

30

BDECTI1ES

F T8E STU#2

Customer Satisfaction &m!loyee Satisfaction

31

CUST MER SATISFACTI N

The study has *een under taken to analy8e the customer satisfaction to-ards all .ariant of Mahindra B;2&=; in Gurgaon $>C=% -ith a s!ecial reference to the M#M motors, the other

bEecti>es are: (M To gather information a*out customer satisfaction to-ard Bolero in the geogra!hic region of
Gurgaon $>C=%.

+M To kno- the customer !erce!tion a*out features, lo- maintenance cost and looks of Bolero. EM To kno- the customer satisfaction a*out the safety and comfort !ro.ided *y Bolero. CM To !ro.ide suggestions, in im!ro.ing the customer satisfaction and the com!any sales and
6rofita*ility

,M To kno- the customer satisfaction to-ards the after sales ser.ice offers *y M#M

32

EM9" 2EE SATISFACTI N

(M To find that -hether the em!loyees are satisfied or not.

+M %o analyses the com$anys #or'ing en&ironment! EM To check the )egree of satisfaction of em!loyees. CM To find that they are satisfied -ith their "o* !rofile or not. ,M To find that em!loyees are -orking -ith their full ca!a*ilities or not.

IM To hel! the management of the com!any to kno- a*out the actions to *e taken to increase the le.el of satisfaction of the em!loyees.

33

RESEARC8 MET8 # " $2

=esearch )esign =esearch 6rocess )ata collection Sam!les si8e &rrors in the study Sco!e and the 2imitation of the study

34

Researc6 Met6odo3ogy
' research !rocess consists of stages or ste!s that guide the !ro"ect from its conce!tion through the final analysis, recommendations and ultimate actions. The research !rocess !ro.ides a systematic, !lanned a!!roach to the research !ro"ect and ensures that all as!ects of the research !ro"ect are consistent -ith each other. =esearch studies e.ol.e through a series of ste!s, each re!resenting the ans-er to a key 9uestion. INTR #UCTI N This cha!ter aims to understand the research methodology esta*lishing a frame-ork of e.aluation and re.aluation of !rimary and secondary research. The techni9ues and conce!ts used during !rimary research in order to arri.e at findingsL -hich are also dealt -ith and lead to a logical deduction to-ards the analysis and results. RESEARC8 #ESI$N 1 !ro!ose to first conduct a intensi.e secondary research to understand the full im!act and im!lication of the industry, to re.ie- and criti9ue the industry norms and re!orts, on -hich certain issues shall *e selected, -hich 1 feel remain unans-ered or lia*le to change, this shall *e further taken u! in the ne5t stage of e5!loratory research. This stage shall hel! me to restrict and select only the im!ortant 9uestion and issue, -hich inha*it gro-th and segmentation in the industry. The .arious tasks that 1 ha.e undertaken in the research design !rocess are0 (M )efining the information need +M )esign the e5!loratory, descri!ti.e and causal research. RESEARC8 9R CESS The research !rocess has four distinct yet interrelated ste!s for research analysis it has a logical and hierarchical ordering0 (M )etermination of information research !ro*lem. +M )e.elo!ment of a!!ro!riate research design. EM &5ecution of research design. CM Communication of results.

35

&ach ste! is .ie-ed as a se!arate !rocess that includes a com*ination of task, ste! and s!ecific !rocedure. The ste!s undertake are logical, o*"ecti.e, systematic, relia*le, .alid, im!ersonal and ongoing.

E09" RAT R2 RESEARC8 The method 1 used for e5!loratory research -as (M 6rimary )ata +M Secondary data 9RIMAR2 #ATA >e- data gathered to hel! sol.e the !ro*lem at hand. 's com!ared to secondary data -hich is !re.iously gathered data. 'n e5am!le is information gathered *y a 9uestionnaire. Pualitati.e or 9uantitati.e data that are ne-ly collected in the course of research, Consists of original information includes information gathered that comes from !eo!le and from sur.eys, focus grou!s, inde!endent o*ser.ations and test results. )ata 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 first4hand sources *y means of sur.eys, o*ser.ation or e5!erimentation. 6rimary data is *asically collected *y getting 9uestionnaire filled *y the res!ondents. SEC N#AR2 #ATA 1nformation that already e5ists some-here, ha.ing *een collected for another !ur!ose. Sources include census re!orts, trade !u*lications, and su*scri!tion ser.ices. There are t-o ty!es of secondary data0 internal and e5ternal secondary data. 1nformation com!iled inside or outside the organi8ation for some !ur!ose other than the current in.estigation =esearching information, -hich has already *een !u*lishedO Market information com!iled for !ur!oses other than the current research effortL it can *e internal data, such as e5isting sales4tracking information, or it can *e research conducted *y someone else, such as a market research com!any or the <.S. go.ernment. Secondary source of data used consists of booCs and 4ebsites My !ro!osal is to first conduct a intensi.e secondary research to understand the full im!act and im!lication of the industry, to re.ie- and criti9ue the industry norms and re!orts, on -hich certain issues shall *e selected, -hich 1 feel remain unans-ered or lia*le to change, this shall *e

further taken u! in the ne5t stage of e5!loratory research.

36

#ESCRI9TI1E RESEARC8 ST&6S in the descri!ti.e research0 Statement of the !ro*lem (M 1dentification of information needed to sol.e the !ro*lem +M Selection or de.elo!ment of instruments for gathering the information EM 1dentification of target !o!ulation and determination of sam!ling 6lan. CM )esign of !rocedure for information collection ,M Collection of information IM 'nalysis of information BM Generali8ations andDor !redictions #ATA C ""ECTI N )ata collection took !lace -ith the hel! of filling of 9uestionnaires. The 9uestionnaire e method has come to the more -idely used and economical means of data collection. The common factor in all .arieties of the 9uestionnaire method is this reliance on .er*al res!onses to 9uestions, -ritten or oral. 1 found it essential to make sure the 9uestionnaire -as easy to read and understand to all s!ectrums of !eo!le in the sam!le. 1t -as also im!ortant as researcher to res!ect the sam!les time and energy hence the 9uestionnaire -as designed in such a -ay, that its administration -ould not e5ceed C4, mines. These 9uestionnaires -ere !ersonally administered. The first hand information -as collected *y making the !eo!le fill the 9uestionnaires. The !rimary data collected *y directly interacting -ith the !eo!le. The res!ondents -ere contacted at sho!!ing malls, markets, !laces that -ere sho-rooms and near to sho-rooms of the consumer dura*le !roducts etc. The data -as collected *y interacting -ith C? customer and (, em!loyees res!ondents -ho filled the 9uestionnaires and ga.e me the re9uired necessary information. The res!ondents consisted of house-i.es, students, *usinessmen, !rofessionals etc. The re9uired information -as collected *y directly interacting -ith these res!ondents.

37

#etermination t6e sam73e 73an and sam73e siFe

TAR$ET 9 9U"ATI N 1t is a descri!tion of the characteristics of that grou! of !eo!le from -hom a course is intended. 1t attem!ts 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 ser.ed *y our !ro"ect includes key demogra!hic information $i.e.L age, se5 etc.%.The s!ecific !o!ulation intended as *eneficiaries of a !rogram. This -ill *e either all or a su*set of !otential users, such as adolescents, -omen, rural residents, or the residents of a !articular geogra!hic area. To!ic areas0 Go.ernance, 'ccounta*ility and &.aluation, ;!erations Management and 2eadershi!. ' !o!ulation to *e reached through some action or inter.entionL 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 acti.ity. The target !o!ulation is the !o!ulation 1 -ant to make conclude an ideal situationL the sam!ling frames to matches the target !o!ulation. ' s!ecific resource set that is the o*"ect or target of in.estigation. The audience defined in age, *ackground, a*ility, and !references, among other things, for -hich a gi.en course of instruction is intended. 1 ha.e selected the sam!le trough Sim!le random Sam!ling SAM9"E SI=E0 This in.ol.es figuring out ho- many sam!les one need. The num*ers of sam!les you need are affected *y the follo-ing factors0 (M 6ro"ect goals +M o- you !lan to analy8e your data EM o- .aria*le your data are or are likely to *e CM o- !recisely you -ant to measure change or trend ,M The num*er of years o.er -hich you -ant to detect a trend IM o- many times a year you -ill sam!le each !oint BM o- much money and man!o-er you ha.e

38

SAM9"E SI=E 1 ha.e targeted C? customer and (, em!loyees in the age grou! a*o.e +( years for the !ur!ose of the research. The target !o!ulation influences the sam!le si8e. The target !o!ulation re!resents the Gurgaon $>C=%, Bikaner $for em!loyees% regions. The !eo!le -ere from different !rofessional *ackgrounds. The details of our sam!le are e5!lained in cha!ter named !rimary research -here the di.isions are e5!lained in demogra!hics section. ERR RS IN T8E STU#2 Inter>ie4er error There is inter.ie-er *ias in the 9uestionnaire method. ;!en4ended 9uestions can *e *iased *y the inter&ie#ers &ie#s or $ro ing+ as inter&ie#ers are g uiding the res!ondent -hile the 9uestionnaire is *eing filled out. The attitudes the inter.ie-er re.els to the res!ondent during the inter.ie- can greatly affect their le.el of interest and -illingness to ans-er o!enly. 's inter.ie-ers, !ro*ing and clarifications ma5imi8e res!ondent understanding and yield com!lete ans-ers, these ad.antages are offset *y the !ro*lems of !restige seeking, social desira*ility and courtesy *iases. Guestionnaire error The 9uestionnaire designing has to careful so that only re9uired data is concisely re.eled and there is no redundant data generated. The 9uestions ha.e to *e -orded carefully so that the 9uestions are not loaded and does not lead to a *ias in the res!ondents mind Res7ondent error The res!ondents selected to *e inter.ie-ed -ere not al-ays a.aila*le and -illing to co o!erate also in most cases the res!ondents -ere found to not ha.e the kno-ledge, o!inion, attitudes or facts re9uired additionally uninformed res!onse errors and res!onse styles also led to sur.ey error. Sam73ing error /e ha.e taken the sam!le si8e of C? customer and (, em!loyees, -hich cannot determine the *uying *eha.ior of the total !o!ulation. The sam!le has *een dra-n from only Gurgaon $>C=% =egion.

39

Researc6 #esign =esearch design is a conce!tual structure -ithin -hich research -as conducted. ' research design is the detailed *lue!rint used to guide a research study to-ards its o*"ecti.e. 1t is a series of ad.anced decision taken together com!rising a master !lan or a model for conducting the research in consonance -ith the research o*"ecti.es. =esearch design is needed *ecause it facilitates the smooth sailing of the .arious research o!erations, there*y making research as efficient as !ossi*le yielding ma5imum information -ith the minimum effort, time and money.

Sco7e and t6e "imitation of t6e study

(M The sco!e of study is limited to the res!ondents are selected from in and around Gurgaon $>C=%. +M The !ro"ect is carried out for the !eriod of C, days only.

EM Measurement of customer satisfaction is com!le5 su*"ects, -hich uses non4o*"ecti.es method,

-hich is not relia*le.

CM The sam!le unit -as also C?Q(, res!ondents.

,M o-e.er, Mahindra and Mahindra 'utomo*ile sho-rooms are located in other !laces i.e. locally and e.en in the neigh*oring states. ;nly o!inion of res!ondents of 'llaha*ad city -as consider for finding out the o!inions of res!ondents.

40

#ATA ANA"2SIS 5 INTER9RETATI N

Customer Satisfaction &m!loyee satisfaction

41

Customer satisfaction
Tab3e No< ( Satisfaction to4ards Ma6indra Bo3ero Satisfied @?R )issatisfied +?R

dissatisfie d 20%

satisfie d 80%

Inter7retation (: The sam!le dra-n on !ro*a*ility *asis sho-s that @?R of the customers -ere satisfied -ith Bolero .ariant and only +?R -ere not satisfied -ith Bolero .ariant. bser>ation: Most of the res!ondents a!!roached -ere satisfied -ith Bolero

42

Tab3e No: + Factors affecting customer satisfaction to4ards Ma6indra Bo3ero 3actor >o. of =es!ondent 6ercentage

featur e 12% After Sales Service 20%

Style
15% Low maintenance

35%

Comfort 18%

Inter7retation +: The sam!le dra-n on the !ro*a*ility *asis clearly sho-s that E,R $(Cres!ondents% are the o!inion that lo- maintenance is the satisfaction factor Bolero and +? R$ @ res!ondents% of them -ho .ie- 'fter Sales Ser.ice as a .ital factor for customer satisfaction. 3ollo-ed *y Comfort -hich corres!onds to (@ R$ B res!ondents%, Style -ith (, R$ I res!ondents% and only (+ R$ , res!ondents% of them .ie- that feature of Bolero as satisfaction factor. bser>ation: Ma"ority of the res!ondent are of the idea that lo- maintenance of the to! most feature contri*uting to customer satisfaction follo-ed *y after sales ser.ices comfort style and features 's such, Mahindra should focus on the as!ects, -hich -ill enhance the customer satisfaction and thus the market share

43

Tab3e No: , Customer o7inions to4ards fue3 consum7tion< 3actor &5tremely Satisfied Satisfied >eutral )issatisfied >o. of =es!ondent (? +? B E
Dissatisfied 8%

Neutral 1 %

!"tremely Satisfied 25%

Satisfied 50%

Inter7retation ,: (??R of the res!ondents ,?R of the res!ondents a!!roached -ere satisfied -ith the fuel consum!tion of the Bolero. 3ollo-ed *y +,R -as e5tremely satisfied, (BR are neutral and rest of the @R is more dissatisfied -ith fuel consum!tion of Bolero. bser>ation0 's ma"ority of the res!ondents are satisfied -ith the fuel consum!tion of Mahindra Bolero, the com!any should maintain the same standard and it is suggested to come u! -ith suita*le measure to reduce the negati.e o!inion among the consumer -ho are of the o!inion that the fuel consum!tion is a dissatisfying factor.

44

Tab3e No: . Customer o7inions to4ard Safety and Comfort<

3actor &5tremely Satisfied Satisfied >either Satisfied # )issatisfied )issatisfied

>o. of =es!ondent A (A @ C

Dissatisfied 10% !"trem ely Satisfi ed 2 2 %

Neit#er Satisfied $ D i s s Inter7retation a ti s fi e d 20%

.:

Satisf ied %8 %

of the (??R of the(?R -as res!ondents C@Rdissatisfie -ith of thed safety and res!ondents a!!roached -erecomfort satisfied -ith thefeature of safety andBolero. comfort feature of the Bolero. bser>ati 3ollo-ed *y ++Ron0 's -as e5tremelyma"ority satisfied, +?R areof the neutral and restres!onden

ts and comfort feature of ar Mahindra Bolero, the e com!any should maintain satthe same standard and it is isf suggested to come u! -ith ie suita*le measure to reduce d the negati.e o!inion -i among the consumer -ho th are of the o!inion that the th fuel consum!tion is a e dissatisfying factor. sa fet y

45

Tab3e No: / Customer o7inions to4ard #esign< 3actor &5tremely Satisfied Satisfied >eutral )issatisfied >o. of =es!ondent @ (I (( ,

Dissatisfied 13% !"tremely Satisfied 20%

Neutral 2 %

Satisfied %0%

Inter7retation /: (??R of res!ondents C?R of the res!ondents a!!roached -ere satisfied -ith the )esign of the Bolero. +?R -ere more satisfied, +BR of them neutral and (ER are dissatisfied -ith the design of the Bolero. bser>ation0 's ma"ority of the res!ondents are satisfied -ith the design of Mahindra Bolero, the com!any should maintain the same standard and it is suggested to come u! -ith suita*le measure to reduce the negati.e o!inion among the consumer -ho are of the o!inion that the fuel consum!tion is a dissatisfying factor.

46

Tab3e No: - Customer o7inions to4ard s7ace a>ai3abi3ity in Ma6indra Bo3ero< 3actor >o. of =es!ondent More Satisfied (( Satisfied +( >either Satisfied # )issatisfied B )issatisfied (
Dissatisfied 3%

Neit#er Satisfied $ Dissatisfied 18%

&ore Satisfied 2 %

Satisfied 52%

Inter7retation -: The sam!le dra-n on the !ro*a*ility *asis sho-s that out of (??R of res!ondents ,+R of the res!ondents a!!roached -ere satisfied -ith the s!ace a.aila*ility of the Bolero. +BR -ere more satisfied, (@R of neither satisfied and dissatisfied and ER are dissatisfied -ith the s!ace a.aila*ility of the Bolero. bser>ation: 's B?R of the res!ondents are ha!!y -ith the s!ace a.aila*ility of the Mahindra Bolero .ehicle, it can *e conducted that the com!any has undertaken !ro!er =#) in this as!ect. The E?R of the res!ondents -ho ha.e ans-ered negati.ely may *e com!aring -ith the .ehicle in the same category launched .ery recently.

47

Tab3e No: % Customer satisfactions to4ard Maintenance of Ma6indra Bo3ero 3actor &5tremely Satisfied Satisfied >eutral )issatisfied >o. of =es!ondent A +? @ E
Dissatisfied 8%

Neutral 20%

!"tremely Satisfied 22%

Satisfied 50%

1nter!retation B0 The sam!le dra-n on the !ro*a*ility *asis sho-s that out of (??R of res!ondents ,?R of the res!ondents a!!roached -ere satisfied -ith the maintenance of the Bolero. ++R -ere e5tremely satisfied, +?R of neutral and @R are dissatisfied -ith the maintenance. bser>ation: Though ma"ority of the customer are satisfied that the maintenance cost of Mahindra Bolero is less, around +?R are not satisfied -hich may *e *ecause of com!arison of Bolero -ith the ne-ly launched com!eting *rands coming -ith e.en lo-er maintenance cost.

48

Tab3e No: & Customer a4areness about 7o4er steering< ;!tion '-are <na-ar e Total >o. ;f =es!ondent E+ @ C? >o. ;f =es!ondents $R% @?R +?R (??R

'naware 20%

Aware 80%

Inter7retation &: ;ut of (??R of res!ondents, @?R of the res!ondents a!!roached -ere a-are of the !o-er steering !resent in some .ariant of Bolero and +?R -ere not a-are of the !o-er steering !resent in some .ariant of Bolero. bser>ation: Most of the res!ondents a!!roached -ere a-are of !o-er steering system introduced in some .ariants of Bolero.

49

Tab3e No: ' Customer 7erce7tions about Bo3ero 7ery Good @ Good (A '.erage @ Bad , 7ery Bad 4

(ery )ad 0% )ad 13%

(ery *ood 20%

Avera+e 20%

*ood % %

Inter7retation ': The sam!le dra-n on the !ro*a*ility *asis sho-s that out of (??R of res!ondents CBR of the res!ondents ga.e Good res!onse to Bolero. +?R ga.e 7ery Good res!onse, +?R ga.e '.erage res!onse and (ER ga.e *ad res!onse to Bolero. bser>ation: 's IBR of the customer the res!ondents are satisfied that they are ha!!y -ith Bolero, it satisfies that satisfaction le.els are .ery high. 1f the com!any -ere to identify the !itfalls in

their !roduct and undertake remedial measure, thus it -ill lead to more good -ord of mouth !u*licity.

50

Em73oyee Satisfaction
(< !6ic6 of t6e fo33o4ing best describes t6e de7artment you 4orC inH Factor No< of Res7ondent Customer Ser.ice 3inanceD'ccounting M1S SalesDMarketing uman =esources C + ( I +

,uman -esources 13% Customer service 2 % Sales. &ar/etin+ %0% &1S % 0inance . Account in+ 13%

Inter7retation (:
This gra!h sho-s that C?R of em!loyees are -orking in SalesD marketing de!artment , +BR of em!loyees are -orking in Customer ser.ice de!artment, (ER em!loyees in uman resources and (ER em!loyees in 3inance de!artment,BR are em!loyees are -orking in M1S de!artment

51

+< My 4orC grou7 consistent3y 7ro>ides courteous ser>ice e>en 46en t6e c3ient is unreasonab3e< No< of Factor Res7ondent Strongly )isagree Some-hat )isagree >eutral Some-hat 'gree Strongly 'gree ? + E E B
Stron+ Disa+ree 0% Somew#at Disa+ree 13%

Stron+ A+ree % %

Neutr al 20%

Some w#at A+ree 20%

Inter7retation +: This gra!h sho-s that CBR of em!loyees are strongly agree a*out the !oint , +?R of em!loyees are agree on the !oint, +?R are neutral,(ER are disagree and rest ?R of em!loyees are strongly disagree.

52

,< T6e Dob Itse3f Strongl y Disagre e ? ( ( ( ? ( Disagree Neutra l Agre e Strong ly Agree I C I I I ,

Jo* -as challenging Skills -ere effecti.ely used Jo* orientation -as effecti.e /ork load -as reasona*le Sufficient resources -ere a.aila*le /ork en.ironment -as safe, comforta*le and a!!ro!riately e9ui!!ed

+ E ( + C (

C C + + ? +

E E , C , I

2 5 % 3 2 1 0 3o4 was c#allen+in+ S/ills were !ffectively used Stron+ly Disa+ree 5or/ load was reasona4 le Disa Neutra +ree l Sufficient resources 5or/ environment

were availa4le was safe6 A+re e Stron+ly A+ree

Inter7retation ,: This gra!h sho-s that mostly em!loyees are strongly agree a*out the "o* itself , after that em!loyees are agree a*out "o* itself , many em!loyees are neutral , .ery lo- em!loyees are strongly disagree and rest em!loyees are disagree a*out "o* itself.

53

.< T6e #e7artment Agre e C E C ,

ad good synergy ad ade9uate e9ui!ment /as ade9uately staffed /as efficient

2

Strong3y #isagree ( + + (

#isagree + E + +

Neutra3 E E E +

Strong3 Agree , C C ,

0 ,ad +ood syner+y ,ad ade7uately e7ui8ment 5as ade7uately staffed Disa+ree Neutral A+ree 5as efficient

Stron+ly Disa+ree

Stron+ly A+ree

Inter7retation .: This gra!h sho-s that mostly em!loyees are strongly agree a*out dealershi! de!artment , after that em!loyees are agree a*out de!artment , many em!loyees are neutral , .ery lo- em!loyees are strongly disagree and rest em!loyees are disagree a*out com!any de!artment.

54

/<T6e Management Strong3 y #isagre e Ga.e fair and e9ual treatment /as a.aila*le to discuss "o* related issues /elcomed suggestions and encouraged feed*ack Maintained consistent !olicies and !ractices 6ro.ided recognition for achie.ements &ncouraged coo!erationDcollegiality 6ro.ided de.elo!ment o!!ortunities + + ( + ( + + #isagree Neutra 3 Agre Strong3 e y Agree C E C C + E + + C E E C C C E E C E C E C C E E E C E ,

2 5

% 3 2 1 0 *ave fair9:: 5as availa4le9: : Stron+ly Disa+ree &aintained consistent 9: reco+nition9: Disa+ ree ;rovided !ncoura+ed 8rovied coo8eration develo8mt 9 9: A+re Stron+ly e A+ree 5elcomed su++estion s9:

Neutr al

Inter7retation /: This gra!h sho-s that mostly em!loyees are strongly agree to management , after that

em!loyees are agree and neutral are same to management , .ery lo- em!loyees are strongly disagree to management rest em!loyees are disagree to management.

55

-< T6e com7any c3ear3y communicates its goa3s and strategies to meH Factor Strongly disagree Some-hat disagree >either agree nor disagree Some-hat agree Strongly agree No< of Res7ondent ( ( ( I I

Stron+ly Disa+ree 2%

Somew#at Disa+ree % Neit#er a+ree nor disa+ree %

Stron+ly a+ree %0%

Somew#at a+ree %0%

Inter7retation -: This gra!h sho-s that C?R of em!loyees are strongly agree a*out the !oint , C?R of em!loyees are agree on the !oint, BR are neither agree nor disagree,BR are disagree and rest IR of em!loyees are strongly disagree.

56

%< Sufficient effort is made to get t6e o7inions and ideas of t6e em73oyees< Factor Strongly )isagree Some-hat )isagree >eutral Some-hat 'gree Strongly 'gree No< of Res7ondent ( + C C C
Stron+ly Disa+ree 2%

Stron+ly A+ree 2 %

Somew#at Disa+ree 13%

Neutral Somew#at A+ree 2 %

2

Inter7 retatio n %: a This gra!h sho-s that +BR of em!loyees are strongly

57

&< Management is committed to continuous3y im7ro>e t6e Iua3ity of 7roducts and ser>ices Factor /ell *elo- e5!ectations Belo- e5!ectations Meets e5!ectations '*o.e e5!ectations /ell a*o.e e5!ectations No< of Res7ondent ( C I E (

5ell a4ove e"8ectations %

5ell 4elow e"8ectatio ns 2%

A4ove e"8ectations
20%

)elow e"8ectations

2 %

&eets

e"8ectatio ns %0%

Inter7retation &: This gra!h sho-s that C?R of meet e5!ectations a*out the !oint, +BR of *elo- e5!ectations on the !oint, +?R are a*o.e e5!ectations, BR are -ell a*o.e e5!ectations and rest IR -ell *eloe5!ectations in term of Management is committed to continuously im!ro.e the 9uality of !roducts and ser.ices

58

FIN#IN$S

Based on the data gathered *y administrating schedules to customers the follo-ing o*ser.ations are made.

(. Mahindra Bolero has e5cellent !ercentage of customer satisfaction according to the data sho-n in ta*le ( of the data analysis and 1nter!retation to!ic. +. Most of the !eo!le are satisfied -ith its lo- maintenance cost and after sales ser.ice !ro.ided *y Mahindra Bolero.

E. Based on the fuel consum!tion, most of the !eo!le are satisfied -ith it. C. Based on Safety and Comfort, )esign, S!ace, Maintenance most of the !eo!le are satisfied -ith it.

,. 2arge num*ers of Bolero user are a-are of its !o-er steering. I. 1f -e took the satisfaction le.el of !eo!le to-ard Bolero, it *ecomes good.

B. 1ts features and style satisfy most of the !eo!le. @. &m!loyees are com!letely strongly satisfied -ith their "o* although their salary is good enough.

A. &m!loyees are getting .alue to their -ork. (?. There is negati.ely com!arison *et-een !eers es!ecially regarding targets. ((. They often feel o.er-orked.

59

REC MMEN#ATI N

(. Mahindra Com!any has to im!lement good customer relationshi! management strategy that enhances customer satisfaction le.el. +. The com!any can for the undertake =#) to im!ro.e the e5isting feature -hich field hel! increase in the customer satisfaction.

E. The com!any should !romote a*out the entire feature offered *y it. C. 's ma"ority of the customer gi.e o!inion that they are satisfied is the factor, ser.ices and design of the !roduct of the com!any should taken not only maintain the e5isting standard *ut also enhance them.

To increase the "o* satisfaction le.el of the em!loyees the com!any should concentrate mainly on the incenti.e and re-ard structure rather than the moti.ational session.

(. 1deal em!loyees should concentrate on their "o*.

+. &ducational 9ualification can *e the factor of not an effecti.e "o*.

E. Com!any should gi.e !romotion to those em!loyees -ho deser.e it.

60

C NC"USI N

(. Mahindra Bolero has a .ery good market share in the state of Gurgaon $>C=% for the S<7 segment.

+. The com!any is offering good ser.ices, -hich is reflected on the satisfaction of the customer. E. Ma"ority of the customer are satisfied -ith the design of the .ehicle. C. Com!any !ro.ided good facility of em!loyees for his "o* ,. Mahindra 2imited offers an en.ironment for !rofessional gro-th for e.ery em!loyee. I. Mahindra offer foreign tour for -ho em!loyee and dealer achie.ed targets. B. :oung leader can take decision and im!lementation of ne- ideas.

61

I 'IOGRA&#Y

---.mahindra#mahindra.com ---.mahindra*olero.com ---.google.com ---.indiaindustry.com

62

GUESTI NNAIRE

Customer Satisfaction &m!loyee Satisfaction

63

Customer Satisfaction Guestionnaire

aB Name JJJJJJJ<< cB Age JJJJJJJJ<< bB ccu7ation JJJJJJJJJJJJ<< dB IncomeJJJJJJJJJJJJJJ<

eB Address:*JJJJJJJJJJJJJJJJJJJJJJJJJJJJJ<< (B Are you a satisfied 4it6 Ma6indra Bo3eroH (. :es +. >o +B If ?2es@ !6ic6 factor you consider is satisfies you mostH (. 3eature +. 2o- Maintenance E. 2ooks C. 'fter Sales Ser.ice ,B Are you satisfy 4it6 t6e fue3 consum7tion of B "ER H (. &5tremely Satisfied +. Satisfied E. >eutral C. )issatisfied .B Are you satisfied 4it6 t6e Safety and Comfort of B "ER H (. &5tremely Satisfied +. Satisfied E. >eutral C. )issatisfied

64

/B Are you satisfied 4it6 t6e #esignH (. &5tremely Satisfied +. Satisfied E. >eutral C. )issatisfied -B Are you satisfied 4it6 s7ace a>ai3ab3e in B "ER H (. &5tremely Satisfied +. Satisfied E. >or Satisfied # )issatisfied C. )issatisfied %B Are you satisfied 4it6 Maintenance costH (. &5tremely Satisfied +. Satisfied E. >eutral C. )issatisfied &B Are you a4are about 7o4er steering 7resent in Bo3eroH (. :es +. >o 'B 2our genera3 7erce7tion about Bo3ero< (. 7ery Good +. Good E. '.erage C. Bad
()B #o you 4ant to gi>e any suggestion about any c6ange in t6e Bo3eroH

65

Em73oyee Satisfaction Guestionnaire

(< !6ic6 of t6e fo33o4ing best describes t6e de7artment you 4orC inH

Customer Ser.ice

3inanceD'ccounting

M1S

SalesDMarketing

uman =esources +< My 4orC grou7 consistent3y 7ro>ides courteous ser>ice e>en 46en t6e c3ient is unreasonab3e

Strongly )isagree

Some-hat )isagree

>eutral

Some-hat 'gree

Strongly 'gree ,< T6e Dob Itse3f

( + E C , Strongly )isagree>eutral 'greeStrongly )isagree 'gree

Jo* -as challenging

Skills -ere effecti.ely used Jo* orientation -as effecti.e /ork load -as reasona*le

Sufficient resources -ere a.aila*le /ork en.ironment -as safe, comforta*le and a!!ro!riately e9ui!!ed

66

.< T6e #e7artment

( Strongly )isagree ad good synergy ad ade9uate e9ui!ment /as ade9uately staffed /as efficient /< T6e Management

+ )isagree

E >eutral

C 'gre e

, Stron gly 'gree

( Strongly )isagree Ga.e fair and e9ual treatment /as a.aila*le to discuss "o* related issues /elcomed suggestions and encouraged feed*ack Maintained consistent !olicies and !ractices

+ )isagree

E >eutra l

C 'gre e

, Stron gly 'gree

6ro.ided recognition for achie.ements &ncouraged coo!erationDcollegiality 6ro.ided de.elo!ment o!!ortunities

67

-< T6e com7any c3ear3y communicates its goa3s and strategies to meH

Strongly disagree

Some-hat disagree

>either agree nor disagree

Some-hat agree

Strongly agree %< Sufficient effort is made to get t6e o7inions and ideas of t6e em73oyees<

Strongly )isagree

Some-hat )isagree

>eutral

Some-hat 'gree

Strongly 'gree

>D'
&< Management is committed to continuous3y im7ro>e t6e Iua3ity of 7roducts and ser>ices

/ell *elo- e5!ectations

Belo- e5!ectations

Meets e5!ectations

'*o.e e5!ectations

/ell a*o.e e5!ectations

>o commitment

68

Em73oyee 7rofi3e
a% >ame SSSSSSSS.. c% 'ge...................................... *% )ealershi! nameSSSSSSSSSSSSSSS
d% 1ncomeSSSSSSSSSSSSSSSSSSS

e% 'ddress04SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS..

69

#issertation 9ro7osa3

Name0 Jagdish Kumar Godara Course: MB' To7ic Customer satisfaction (Mahindra Bolero)

Reason for c6oosing to7ic

<ndergoing my MB' degree in Marketing and 6G6 in Marketing to study the Customer satisfaction of a com!any is an a!!ro!riate reason of choosing this to!ic and Marketing is one of sector of 1ndia -ho has good career o!!ortunities. Mahindra # Mahindra 2td. is one of esteemed organi8ation in marketing industry. ' study of customer satisfaction is .ery im!ortant to Marketing !oint of .ie-. 1n this study -e can kno- a*out customer need and customer *eha.ior. Customer satisfaction is su*"ecti.e criteria so -e need to measure it. Most of the time customer dont gi&e a rele&ant feed ac' so #e cant customer is satisfied or not! So here #e can e($lore satisfaction *asis of features of the !roduct and the e5!erience of using a !roduct. The feed *ack from the customer -ill hel! com!any in future to design the !roduct according to customer needs.

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bEecti>es

The study has *een under taken to analy8e the customer satisfaction to-ards all .ariant of Mahindra B;2&=; in Gurgaon -ith a s!ecial reference to the M#M motors, the other o*"ecti.es are0

(M To gather information a*out customer satisfaction to-ard Bolero in the geogra!hic region of
Gurgaon.

+M To kno- the customer !erce!tion a*out features, lo- maintenance cost and looks of Bolero. EM To kno- the customer satisfaction a*out the safety and comfort !ro.ided *y Bolero. CM To !ro.ide suggestions, in im!ro.ing the customer satisfaction and the com!any sales and
!rofita*ility

,M To kno- the customer satisfaction to-ards the after sales ser.ice offers *y M#M

Met6odo3ogy

Ty7e of Researc64 )escri!ti.e.

#ata Co33ection H (M Ty!es of )ata46rimary )ata and Secondary )ata +M The research -ill *e *ased on *oth !rimary and secondary data. EM 6rimary data4>e- data gathered to hel! sol.e the !ro*lem at hand. 's com!ared

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to secondary data -hich is !re.iously gathered data. 'n e5am!le is information gathered *y a 9uestionnaire. Pualitati.e or 9uantitati.e data that neare ly collected in the course of Consist research, s of original information that comes from !eo!le and includes fr informati gather o on ed m sur.eys, focus grou!s, inde!endent o*ser.ations and test results. 6rimary data is *asically collected *y getting 9uestionnaire filled *y res!ondents.

Secondary data4 #ill e collected through journals+ com$anys annual re$orts and com$anys -e*site.

oo's+

9o7u3ation being studied4 Customer -ho .isited the authori8ed dealershi! outlet of M#M and &m!loyees of Mahindra $dealershi!%

Sam73ing 9rocedure 7 stratified sam!ling

Sam73e siFe 4C? Customer Q (, &m!loyees

Researc6 Area4 Gurgaon $Customer%, =a"asthan $&m!loyee%

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"iterature Re>ie4

Tit3e: #ri>ing Im7ressions #ri>ing Im7ressions

Mahindra Bolero is a utility .ehicle that is -ell4suited to 1ndian conditions. =o*ustly *uilt and sleekly designed, its high ground clearance makes it easier to dri.e on 1ndian roads. &9ui!!ed -ith +,?? cc diesel engine, BoleroFs lo- center of gra.ity enhances its sta*ility. BoleroFs interiors are designed for !a.ed roads as -ell as un*arred roads and hilly terrain. 1ts ergonomically designed antisu*marine seats, efficient steering, !o-erful 'C, and C4s!eaker Ken-oodDSony music system all add to the dri.ing !leasure.

Tit3e: consumer >a3ue

Consumer >a3ue

Consumer .alue is a conce!t of continuing interest to scholars, marketing researchers, and to many marketing !ractitioners. o-e.er, the !resence of multi!le meanings, the use of different terms, and e.en the e5istence of a di.ersity of o!inions regarding its features and nature r eflect the com!le5ity of its study and gi.e rise to the !ossi*ility of confusion in its a!!lication. This article !resents a re.ie- of the e5isting literature on the conce!t of .alue in order to shed light on the confusion surrounding this construct. The analysis highlights the !olysemy and the di.ersity of consumer .alue

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Tit3e: Measuring C3ient Satisfaction Aut6ors: MarC Ste>ens

Dust as 4e a33 e>a3uate our successes and failures to create our ne- resolutions, -e should also look at our current relationshi!s -ith customers to determine -hat changes -e need to make. Client satisfaction sur.eys are a good -ay to gather key information a*out ho- -ell your com!any has met customer e5!ectations, ho- your com!anyFs !erformance com!ares -ith the com!etition, and ho- you could im!ro.e your com!anyFs !rocess to *etter ser.e the customerFs needs. Sur.eys are also an e5cellent source for customer testimonials and allo- you to *enchmark your !erformance for future com!arison. To e5ecute a successful client satisfaction sur.ey, *uild one that your customers ha.e the time and inclination to res!ond to, and that del.es into the ty!es of information that -ill truly hel! enhance your !erformance. Consider the follo-ing 9uestions0

Tit3e: 9roduct #e>e3o7ment Aut6ors: !6ee3er; #an( o- to make !roduct de.elo!ment. 6ro"ect more successful y integrating 9anos model of customer satisfaction into 9uality function de!loyment in science direct techno.ation, .olume (@, issue ( January (AA@, said that Mangers need a set of !ractical ste! *y4 ste!4 tools and methods -hich ensure a etter understanding of customer need and re*uirements+ as #ell as !rocedures and !rocesses to enhance communication *y focusing on the .oice of the customer -ithin a !roduct de.elo!ment !ro"ect %he authors $ro$ose a methodology ased on 'eno s model of customer satisfaction to e5!lore customer stated need and unstated desires and to resol.e them in to different categories -hich ha.e different im!acts on customer satisfaction =o*ert a 6eterson and /illiam =. /ilson in their !a!er Measuring customer satisfaction fact and artifact !u*lished in "ournal of the academy of Marketing Science ;cto*er , +??B said the self re!ort of customer satisfaction in.aria*ly !ossess distri*utions that are negati.ely ske-ed and e5hi*it a !ositi.ity *ias.

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&5amination of the customer satisfaction literature and em!irical in.estigation re.eal that measurement of customer satisfaction e5hi*it tendencies of confounding and methodological contamination and a!!ear to reflect numerous artifacts.

Tit3e: Customer satisfaction; MarCet s6are; and 7rofitabi3ity Aut6ors: !6ee3er; #an(

're there economic *enefits to im!ro.ing customer satisfactionO Many firms that are frustrated in their efforts to im!ro.e 9uality and customer satisfaction are *eginning to 9uestion the link *et-een customer satisfaction and economic returns. The authors in.estigate the nature and strength of this link. They discuss ho- e5!ectations, 9uality, and !rice should affect customer satisfaction and -hy customer satisfaction, in turn, should affect !rofita*ilityL this results in a set of hy!otheses that are tested using a national customer satisfaction inde5 and traditional accounting measures of economic returns, such as return on in.estment. The findings su!!ort a !ositi.e im!act of 9uality on customer satisfaction, and, in turn, !rofita*ility. The authors demonstrate the economic *enefits of increasing customer satisfaction using *oth an em!irical forecast and a ne- analytical model. 1n addition, they discuss -hy increasing market share actually might lead to lo-er customer satisfaction and !ro.ide !reliminary em!irical su!!ort for this hy!othesis. 3inally, t-o ne- findings emerge0 3irst, the mar'etBs e($ectations of the *uality of a firms out$ut $ositi&ely affect customersB o&erall satisfaction -ith the firmL and second, these e5!ectations are largely rational, al*eit -ith a small ada!ti.e com!onent.

Tit3e: Ensuring Customer satisfaction Aut6ors: Rust and Subramanin 'ccording to =ust and Su*ramanian $(AA,%, customer satisfaction *rings many *enefits as satisfied customers are not .ery !rice sensiti.e, *uy additional !roducts, are less influenced *y com!etitors and stay loyal longer. =ust and Su*ramanian $(AA,% stated that customer satisfaction has *een deemed directly to affect customer retention and com!aniesF market share $=ust # Su*ramanian, (AA,%. 1n *anks, ser.ice 9uality, ser.ice features, and customer4com!laint handling determine customer satisfaction $ ansemark # 'l*insson, +??C%.

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Some factors that affect satisfaction are e5tended hours of o!eration and com!etiti.e interest rates as confirmed *y the study of 2e.es9ue and Mc)ougall $(AAI%. 1n addition, there are researchers -ho discuss the links *et-een satisfaction, loyalty, and !rofita*ility $ eskett et al, (AAC%. They are !ro!onents of the theory called ser.ice management, -hich argues that Gcustomer satisfaction is the result of a customerFs !erce!tion of the .alue recei.ed in a transaction or relationshi! relati.e to the .alue e5!ected from transactions or relationshi!s -ith com!eting .endors. 6ertaining to this theory, ansemark and 'l*insson $+??C% stated0 G2oyalty *eha.iors, including relationshi! continuance, increased scale or sco!e of relationshi!, and recommendation $-ord of mouth ad.ertising% result from customersF *eliefs that the 9uant ity of .alue recei.ed from one su!!lier is greater than that a.aila*le from other su!!liers. They continued0 G2oyalty, in one or more of the forms noted a*o.e, creates increased !rofit through enhanced re.enues, reduced costs to ac9uire customers, lo-er customer4!rice sensiti.ity, and decreased costs to ser.e customers familiar -ith a firmFs ser.ice deli.ery system.

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