SUMMER TRAINING REPORT

ON

THE CUSTOMER SATISFACTION

TOWARD MAHINDRA AND MAHINDRA
Ltd.

SUBMITTED IN PARTIAL FULFILLMENT TO

THE IIS UNIVERSITY

For the Degree of

MBA-Human Resource Management

(Department of HRM &IB )
SUBMITTED TO: Dr. SEEMA SINGH RATHORE
ADDITIONAL HEAD
DEPTT. HRM & IB
THE IIS UNIVERSITY

SUBMITTED BY:JASHANDEEP
MBA(HR) SEM- III
ICG/2013/15714

INDEX

S. NO.

CONTENT

Chapter-1

Introduction

Chapter-2

Research Methodology

Meaning Of Research

Objective Of Study

Scope Of Study

Research Design

Data Collection

Sampling

Review Of Literature

Chapter-3

Limitations
Mahindra & Mahindra Co.

Chapter-4

Data Analysis and Interpretation

Chapter-5

Findings

Chapter-6

Suggestion & Conclusion

Bibliography
Annexure

ACKNOWLEDGEMENT

PG. NO.

I owe my thanks to all the various people helped me in making this project
successful. I am thankful to all people without whose help and guidance an
effort to do this work would not have been successful.
This project report instead of being an individual effort is a collective one where
in help from various quarters especially business and academic one have been
derived. The list of those providing a helping hand is quite comprehensive but it
would be pertinent to mention a few who have played a major role in
completion and preparation of the project and continue to have positive
influence in my thought process.
My special thanks go to Sir M.K Sharma,( DEAN ,faculty of commerce
&management), Dr. AnkitaGangwal Jain,(HEAD, dept. of HRM&IB),and
Dr. Seema Singh Rathore (Additional HEAD, dept of HRM& IB) under
whose guidance I have completed my project She was there to meet and talk
about my ideas and ask me good questions to help me think through my
problems .
I would also like to thank my MR HARMEET SANDHU (Senior Manager-HR
Mahindra and Mahindra Ltd.) who helps me for guidance provided by, which
help me to complete my project.
At last I would like to thank my family and friends for unconditional support
and encouragement in completion of my project.
JASHANDEEP KAUR

PREFACE
Summer Training is essential for the fulfillment of MBA curriculum. It provides an
opportunity to the student to understands the industry with special emphasis on the

development of skill in analyzing interoperating practical problems through application of

management.
The whole study is divided into many parts:
The first part introduction, where I have presented the company visited by me.
The second part of the report is a project which contains title, objective, methodology, scope,
and limitation of the study.
The third part of the study includes findings.
The forth part of the study includes suggestions and conclusion.
The last part of the study includes Annexure and Bibliography.My project deals with
providing the best scenario of Mahindra and Mahindra ltd. Sriganganagar and its consumer
behavior. The competition that it is facing among other jewelers and how it is leading in the
market after providing all the best possible customer service and benefits.

CHAPTER-1
INTRODUCTION

Customer Satisfaction is the buzzword used by the business people for thesuccess of
organization in the present days. Due to the increases of heavy competition inevery product
line it become difficult for the companies to retain the customers forlonger time. So retain the
customer for longer time the marketer has to do only one thingsi.e. customer satisfaction .If

customer is fully satisfied by the product it not only rub theorganization successfully but also
fetch many benefits for the company . They are lessprocess sensitive and they remain
customer for a longer period. They buy additionproducts overtimes as the company introduce
related produce related products orimproved, so customer satisfactions is gaining a lot of
importance in the present day.Every company is conducting survey on customer satisfaction
level on their products. Tomake the products up to the satisfaction level of customers.(1)
This project is also done to know the customers satisfaction on the TWO WHEELERS on
behalfof Mahindra and Mahindra Automobiles. The impact of automobile industry on the
restof the economy has been so pervasive and momentous that is characterized as
secondindustrial. It played a vital role in helping the nation to produce higher value good
andservices and in the enhancing their skills and impose tremendous demand forautomobile.
The decrease in the interest rate and easy available of bike loans from 2 to3 years, lot of
Scooty and bikes manufacturers company facing cut throat competition in the fields
oftechnology and price, So to gain the market share it is important for the institutes tosatisfy
its customers and to retain the reputation and its image.
Customer Satisfaction Strategies Followed By M&M
The different strategies followed by M&M consists of Customer relationshipmanagement,
strategy to providing better facility to the owner, and strategy to providebetter after sales
service to customer.

Customer Relationship Management

CRM as a tool was used to create positive word-of-mouth, to monitor customer
experiences.AseriesofCRMactivitieswereimplementedwithregulardirect
communication,eventsandcustomersatisfaction surveys, Events, Festive offers, Rewards
Program, etc

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers. Measuring

customer satisfaction provides an indication of how successful the organization is at
providing products and/or services to the marketplace.Customer satisfaction is an abstract
concept and the actual manifestation of the state of satisfaction will vary from person to
person and product/service to product/service. The state of satisfaction depends on a number
of both psychological and physical variables which correlate with satisfaction behaviors such
as return and recommend rate. The level of satisfaction can also vary depending on other
factors the customer, such as other products against which the customer can compare the
organization's products.
BENEFITS OF CUSTOMER SATISFACTION
Feedback
Customer feedback in the form of answers, comments and suggestions about a company's
products, business practices and customer service is one of the major benefits of a customer
satisfaction survey.
Desired Improvements
If feedback is critical or negative on any aspect, quick measures can be taken to bring about
the desired improvements or address grievances and placate relevant customers.
Better Innovation
Analysis of customer feedback surveys and the information collected becomes the basis for
customer intelligence. Used strategically, such intelligence can be used to drive innovation
efforts and initiatives at the company.
Greater Customization
A customer satisfaction survey also shows critical insights about different customer segments
and products so that services and marketing approaches can be tailored accordingly.

Long-Term Relationship
Customer satisfaction surveys enable companies to consistently and better address customer
needs and expectations, maintain brand reputation and facilitate long-term relationships with
customers.

Sometimes companies are misguided by the notion that customers depend on them. The truth
of the matter is that we very much so depend on them. Many researchers and academia have
highlighted the importance of customers in todays market.
The level of satisfaction a customer has with a company has profound effects. Studies have
found that the level of customers satisfaction has a positive effect on profitability.(2)
INTRODUCTION OFAUTOMOBILE INDUSTRY

A scooter is a motorcycle with step-through frame and a platform for the operator's feet.
lements of scooter design have been present in some of the earliest motorcycles, and
motorcycles identifiable as scooters have been made from 1914 or earlier. Scooter
development continued in Europe and the United Statesbetween the World Wars.
The global popularity of scooters dates from the post-World War II introductions of the Vespa
and the Lambretta. These post-war scooters were intended to provide low-power personal
transportation (engines from 50 to 250 cc). The original layout is still widely used in this
application. Maxi-scooters, with engines from 250 to 800 cc have been developed for
Western markets.
Shortly the first appearance of the car followed in India. As the century turned, three cars
were imported in Mumbai (India). Within decade there were total of 1025 cars in the city.
The dawn of automobile actually goes back to 4000 years when the first wheel was used
fortransportationin India. In the beginning of 15th century,Portuguese arrived in China and
the interaction of the two cultures led to a variety of new technologies, including the creation
of a wheel that turned under its own power. By 1600s small steam-powered engine models
was developed, but it took another century before a full-sized engine-powered vehicle was
created.
Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893.
It was the first internal-combustion motor car of America, and it was followed by Henry
Fords first experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls -Royce Silver Ghost
that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an
aluminum body.
Chauffeurs usually drove it and emphasis was on comfort and style rather than speed.During
the 1920s, the cars exhibited design refinements such as balloon tires, pressed- steel wheels,
and four-wheel brakes.
Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body. The
1937 Pontiac De Luxesedan had roomy interior and rear-hinged back door that suited more to
the needs of families. In 1930s, vehicles were less boxy and more streamlined than their
predecessor
was.

The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless
tires.

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

Education P.No. 117,118,121.

2.

Kotler Philip, Koshy Abraham, Marketing Management 13 th Edition

Education P.No. 115,116,120.

Pearson

CHAPTER 2
RESEARCH METHODOLOGY

Research
A research process consists of stages or steps that guide the project from its
conceptionthrough the final analysis, recommendations and ultimate actions. The research
processprovides a systematic, planned approach to the research project and ensures that all
aspects ofthe research project are consistent with each other.
Research studies evolve through a series of steps, each representing the answer to a key
question. (3)

OBJECTIVE OF THE STUDY:

To gather information about customer satisfaction toward Mahindra2wheelers in the

geographic region of Sriganganagar.

To know the customer perception aboutfeatures, low maintenance cost and looks of
two wheelers.

To know the customer satisfaction about the safety and comfort provided by two
wheelers.

To provide suggestions, in improving the customer satisfaction and the company sales
and profitability

To know the customer satisfaction towards the after sales service offers by
Mahindra2wheelers.

SCOPE OF THE STUDY:

From the research analysis we can

wheelers.
The study can be used to know the
wheelers.
sThe present study can be extended
Indian automobile sector
The study can be used to design a
strategy for the market.(6)

find that, whats a person first look in two

perception of consumer about Mahindra two
to access the present marketing condition of
proper product, price, place and promotional

RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
Research design is the conceptual structure within which research is conducted; it constitutes
the blueprint for the collection, measurement and analysis of data.
The type of research design used in the project was Descriptive research, because it helps to
describe a particular situation prevailing within a company. Careful design of the descriptive
studies was necessary to ensure the complete interpretation of the situation and to ensure
minimum bias in the collection of data.

DATA COLLECTION
Both the Primary and Secondary data collection method were used in the project. First time
collected data are referred to as primary data. In this research the primary data was collected
by means of a Structured Questionnaire. The questionnaire consisted of a number of
questions in printed form. It had both open-end closed end questions in it. Data which has
already gone through the process of analysis or were used by someone else earlier is referred
to secondary data. This type of data was collected from the books, journals, company records
etc.

SAMPLING
Sample size-50 respondents
Sample unit-Employees in Mahindra & Mahindra Co., Sriganganagar
Sampling area-Sriganganagar
Sampling technique-Convience sampling technique

REVIEW OF LITERATURE

Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes
capable of being incorporated in the measure of customer satisfaction . Later, the possibility
was posed of grouping these attributes into dimensions of quality and testing their reliability
and validity.

Ganguly and Roy (2012) studied the factors affecting customer satisfaction in mahindra two
wheelers; Questionnaire developed to determine the factors for customer satisfaction was
distributed among the respondents.the dimensions were identified using a exploratory factor
analysis. The paper identifies four generic dimensions in the technology, convenience, and
technology convenience, easiness, reliability.

Dutta and Basak (2008) suggested that company should improve their recovery performance,
adopt new system of computerized monitoring of loans, implement proper prudential norms
and organize regular workshops to sustain in the competitive banking environment. .

Ganguly.S,&Roy,S.K. (2011). Generic technology-based service quality dimensions in

automobile impact on customer satisfaction and loyalty. International journal ofautomobile
marketing, 292(2),168.(4)
One of such studies of consumer satisfaction has been conducted by Acebron et al (2000).
The aim of the study was to analyze the impact of previous experience on buying behavior. In
their studies the authors used structural equation model in order to identify the relationship
between the habits and previous experience on the consumer buying decision. Their findings
show that personal habits and previous experience on the consumer have a direct impact on
the consumers purchase decision in the example of purchasing fresh mussels. They also
found that the image of the product has a crucial impact on the purchasing decision of the
consumer.
Another study conducted by Variawa (2010) analyzed the influence of packaging on
consumer decision making process for fast moving consumer goods. The aim of the research
was to analyze the impact of packaging for decision making process of low income
consumers in retail shopping. A survey method has been used in order to reach the research
objectives. In a survey conducted in star hyper in the town of canterville. 250 respondents
participated. The findings of the research indicate that low income consumer have more
preferences towards premium packaging as this can also be used after the product has been
consumed.(5)

LIMITATIONS OF THE STUDY:

 The scope of study is limited to the respondents are selected from in and
aroundSriganganagar.
The project is carried out for the period of 45 days only.
Measurement of customer satisfaction is complex subjects, which uses nonobjectives method, which is not reliable.
The sample unit was also 150 respondents.
However, Mahindra and Mahindra Automobile showrooms are located in otherplaces
i.e. locally and even in the neighboring states. Only opinion ofrespondents of
Sriganganagarcity was consider for finding out the opinions of respondents.

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

(3)

(New age international publishers), 2013.

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

(4)

capable of being incorporated in the measure of customer satisfaction.

(Ganguly and Roy (2012) studied the factors affecting customer satisfaction in mahindra
two wheeler.
(5)

Rastogi&Pandey Manpower Planning ,Educational publishers 1684, Naisarak ,delhi.

(6)

CHAPTER-3
PROFILE OF MAHINDRA & MAHINDRA

HISTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE

Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed.Later on,
after the partition of India, one of the partners - Ghulam Mohammad - returnedto Pakistan,
where he became Finance Minister. As a result, the company was renamedto Mahindra &
Mahindra in 1948.
M&M started its operation as a manufacturer of general-purpose utility vehicles. Itassembled
CKD jeeps in 1949. Over the passing years, the company expanded itsbusiness and started
manufacturing light commercial vehicles (LCVs) and agriculturaltractors.Apart from
agricultural tractors and LCVs, Mahindra & Mahindra also showedits dexterity in
manufacturing army vehicles. Soon, it started its operations abroad,through its plants set up in
China, the United Kingdom and the USA.
M&M partnered with companies prominent in the international market, including RenaultSA,
International Truck and Engine Corporation, USA, in order to mark its globalpresence. M&M
also started exporting its products to several countries across the world.Subsequently, it set up
its branches including Mahindra Europe Srl (based in Italy), Mahindra USA Inc., Mahindra
South Africa and Mahindra (China) Tractor Co. Ltd.
At the same time, M&M managed to be the largest manufacturer of tractors in India,
byholding leadership in the market of the country, for around 25 years. The company is anold
hand in designing, developing, manufacturing and marketing tractors as well as
farmimplements. It made its entry to the passenger car segment in India, with the
manufactureof Logan (mid-size sedan) in April 2007, under the Mahindra Renault
collaboration.
Soon after the considerable success of Logan, M&M started launching a wide range ofLCVs
and three wheelers as well as SUVs including Scorpio and Bolero. In the presenttime, Bolero
has gained immense popularity in India. It is one of the most opted vehiclesin its class.(7)
MAHINDRA DURO
Mahindra Duro is the award winning scooter that lets you enjoy and explore your freedom in
every possible manner. Be it design, speed, handling, storage space; the new Mahindra Duro
has it all. You dont just own a Mahindra Duro, you possess it. Not to mention the other
possessions which come along with it: Power, smartness, freedom and sensibility! That's
what this Mahindra PowerScooter stands for. Under the hood of Mahindra Xylo lies a 4cylinder turbocharged, mEagle diesel engine,which generates a power of 112bhp @ 3800 rpm
and a peak torque of 24 kgm @ 1800-3000 rpm. The powerful engine is developed on the
NEF CRDe platform and ismated to 5-gears manual transmission. The car accelerates from
rest to 60 km/h in just

MAHINDRA FLYTE
Your Style Statement on WheelsMod, zippy, versatile, cool... not just you, but theFlyte too!
The perfect scooter to match your personality and your lifestyle. A stylish performance
packed with innovative features, it has all that it takes to be your stylestatement on wheels.
The most surprising thing about this scooter is that it is called a scooter. With superior design,
great convenience, unmatched comfort, great technology and an overall sense of style, we've
put in everything, including our experience and expertise. So fly by and turn heads.
MAHINDRA KINE
A scooter thats just like you. Loves being ahead of its class.
Kine, the all-new scooter, is Mahindra's latest offering, one that lets you zoom around town
as you leave the world behind. Its ergonomic styling, funky colours and a power-packed
performance impress you and every pedestrian you flash past. With a 71.5 cc engine, a
spacious storage area, and a comfortable seat,Kine is designed to be your perfect companion
on every journey.(8)
MAHINDRA STALIO

The Stallio is a perfect blend of style and performance. The cutting edge fully digital display,
eye-catching pilot LEDs, futuristic LED tail lamps and the fully flush fuel cap are
trendsetters. While the inverted arrow design visor, stylish grab rails and 5 attractive shades
are sure to turn heads wherever you may go; the Stallio also backs its looks with a high
performance 110cc engine with enough zip to make driving in stop go traffic a breeze. This
coupled with the long wheel base and 5 step adjustable suspension make riding a pleasure.
Whats more; the 4 year warranty ensures peace of mind for all Stallio riders. It is truly a
motorcycle with arresting style and liberating performance.
Overview
The Mahindra Group shares and identifies with India's destiny, like few others can. A
microcosm of India, Mahindra took birth with the country, shared its dream and aspirations
and experienced the inevitable troughs and crests in the journey towards its goals. And both
continue to march on the path to progress and global recognition and achievement.
The Vision
Mahindra & Mahindra took birth when K.C. Mahindra visited USA as Chairman of the India
Supply Mission. There, he met Barney Roos, inventor of the rugged 'general purpose vehicle'
or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on
the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads?
The Establishment
Swift action followed thought. The Mahindra brothers joined hands with a distinguished
gentleman called Ghulam Mohammed. On October 2nd, 1945, Mahindra & Mohammed was

set up as a franchise for assembling jeeps from Willys, USA. Two years later, India became
an independent nation and Mahindra & Mohammed became Mahindra & Mahindra.
The Milestones
Since then, Mahindra & Mahindra has grown steadily in size
occupies a premier position in almost all key sectors of the economy. The Group's history is
studded with milestones. Each one taking the Group forward.
Launch
Mumbai, July 30, 2008: Acquisition of KMCL Mahindra & Mahindra Ltd. (M&M), India's
leading automotive companies, announced that its Board of Directors approved the
acquisition of business assets
of Pune-based Kinetic Motor Company Ltd. (KMCL). The acquisition was done through a
New Company to be formed. (New Co.). The consideration for the acquisition is a sum of
Rs.110 crores (subject to closing due diligence) plus 20 percent stake to KMCL in the New
Co. M&M holds the balance 80 per cent of the equity.
The deal enabled Mahindra to design and market a range of scooters, value engineered
motorcycles and high-end motorcycles for the Indian and global markets, helping it establish
a robust, end-to-end two-wheeler business in every segment of the industry.
The acquisition of business assets of KMCL is a defining moment in the history of Mahindra
as it gives us an opportunity to emerge as a full range player with a presence in almost every
segment of the automobile industry.
Latest Foray
September 30, 2010: Mahindra 2 Wheelers Stallio and Mojo motorcycles, with world class
Italian design, raw power, adrenaline and speed for the Indian bikers, made their debut at a
high voltage launch in Mumbai.
Mahindra 2 Wheelers has achieved a milestone by registering a sale of 1.5 lac units in a year
a clear validation of the success of their niche Power Scooters strategy. Mahindra 2
Wheelers is now all geared up to redefine the biking experience in India with the Stallio and
the Mojo which are a potent blend of global technology and innovation and will take the
category to the next level.
These world class bikes are worthy additions to the Mahindra 2 Wheelers product portfolio
and are part of their commitment to establish a robust, end-to-end two wheeler business in
every segment of the industry. Both bikes incorporate world class R&D and design elements
from Mahindras Bologna, Italy based design house, Engines Engineering and are best suited
for Indian biking conditions.
While the Stallio offers a host of features unheard of in its segment and is ideal for the avantgarde young executive or businessman who desires a rugged and reliable yet stylish bike, the

Mojo is a performance oriented, power packed bike and is the ultimate machine for
motorcycle enthusiasts who are passionate about biking.
Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He was
featured in the list of 50 Most Influential Indians in Business Weeks edition dated August 13,
2007

Factory
Mahindra & Mahindra has state of art manufacturing facility at Pithampur, near Indore in
Madhya Pradesh. The plant, products and processes are ISO 9001 certified from DNV.
Mahindra Two Wheelers' Pithampur plant have a total capacity to assemble about 4,50,000
units p.a. on three shifts basis.
Mahindra Two Wheelers Ltd. has an R&D unit located at Chinchwad, Pune, equipped with
necessary design and development facilities right from renderings to prototype manufacture
and testing. Mahindra Two Wheelers has team of R&D experts with vast industry experience
and rich academic background.

Websites
(7)www.mahindra2wheelers.com
(8)www.automobile.com

CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

Table No. 1 Satisfaction towards Mahindra two wheelers.

Factor
Satisfied
Dissatisfied
Total

No. of Respondent
24
26
50

Percentage (%)
48
52
100

Satisfied; 47%
Dissatisfied; 53%

Interpretation 1:
The sample drawn on probability basis shows that 48% of the customers were satisfied
with two wheelers variant and only 52% were not satisfied with two wheelers variant.
Most of the respondents approached were satisfied with two wheelers.

Table No: 2 Factors affecting customer satisfaction towards Mahindra two wheelers.

Factor
Features
Low Maintenance
Comfort
Style
After Sales Service
Total

No. of Respondent
6
17
9
8
10
50

Percentage(%)
12
34
18
16
20
100

No. of Respondent

Features; 12%
After Sales Service; 20%
Style; 16%

Low Maintenance; 34%

Comfort; 18%

Interpretation 2:
The sample drawn on the probability basis clearly shows that 34% (51respondents)
are the opinion that low maintenance is the satisfaction factor two wheelers and 20 %(30
respondents) of them who view After Sales Service as a vital factor for customer
satisfaction.Followed by Comfort which corresponds to 18 %( 27 respondents), Style with
16%(respondents)and only 12%(18 respondents) of them view that feature of two wheelers as
satisfaction factor.
Observation:
Majority of the respondent are of the idea that low maintenance of the top most
feature contributing to customer satisfaction followed by after sales services comfort style
and features
As such, Mahindra should focus on the aspects, which will enhance the customer satisfaction
and
thus the market share.

Table No: 3 Customer opinions towards fuel consumption.

Factor
Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Total

No. of Respondent
13
25
8
4
50

Percentage(%)
27
49
17
7
100

Percentage
Dissatisfied; 7%
Extremely
Satisfied; 27%
Neutral;
17%

Satisfied; 49%

Interpretation 3:
Out of the total respondents 49% of the respondents approached were satisfied with
the fuel consumption of the two wheelers. Followed by 27% was extremely satisfied, 17% are
neutral and rest of the 7% is more dissatisfied with fuel consumption of two wheelers.
Observation:
As majority of the respondents are satisfied with the fuel consumption of Mahindra two
wheelers, the company should maintain the same standard and it is suggested to come up with
suitable measure to reduce the negative opinion among the consumer who are of the opinion
that the fuel consumption is a dissatisfying factor.

 Table No: 4 Customer opinions toward Safety and Comfort.

Factor
Extremely Satisfied
Satisfied
Neither Satisfied &
Dissatisfied
Dissatisfied
Total

No. of Respondent
11
24
10

Percentage(%)
23
47
20

5
50

10
100

Percentage
Dissatisfied; 10%
Extremely Satisfied; 23%
Neither Satisfied & Dissatisfied; 20%

Satisfied; 47%

Interpretation 4:
Out of the total respondents 47% of the respondents approached were satisfied with the
safety and comfort feature of the two wheelers. Followed by 27% was extremely satisfied,
17% are neutral and rest of the 7% was dissatisfied with safety and comfort feature of two
wheelers.
Observation:
As majority of the respondents are satisfied with the safety and comfort feature of
Mahindra two wheelers, the company should maintain the same standard and it is suggested
to come up with suitable measure to reduce the negative opinion among the consumer who
are of the opinionthat the fuel consumption is a dissatisfying factor.

 : 5 Customer opinions toward Design.

Factor
Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Total

No. of Respondent
10
20
13
7
50

Percentage(%)
20
40
27
13
100

Percentage
Dissatisfied; 9%
Neutral; 10%
Satisfied; 23%

Extremely Satisfied; 59%

Interpretation 5:
Out of total respondents 40% of the respondents approached were satisfied with the
Design of the Rodeo. 20% were more satisfied, 27% of them neutral and 13% are dissatisfied
with the design of the two wheelers.
Observation:
As majority of the respondents are satisfied with the design of Mahindra two
wheelers, the company should maintain the same standard and it is suggested to come up with
suitable measure to reduce the negative opinion among the consumer who are of the opinion
that the fuelconsumption is a dissatisfying factor.

 Table No: 6 Customer opinions toward space availability in Mahindra two wheelers.
Factor
More Satisfied
Satisfied
Neither Satisfied &
Dissatisfied
Dissatisfied
Total

No. of Respondent
11
22
12

Percentage(%)
23
43
27

5
50

7
100

Percentage
Dissatisfied; 7%
More Satisfied; 23%
Neither Satisfied & Dissatisfied; 27%

Satisfied; 43%

Interpretation 6:
The sample drawn on the probability basis shows that out of 100% of respondents
53% of the respondents approached were satisfied with the space availability of the two
wheelers. 27% were more satisfied, 17% of neither satisfied and dissatisfied and 3% are
dissatisfied with the space availability of the two wheelers.
Observation:
As 80% of the respondents are happy with the space availability of the Mahindra
Rodeo vehicle, it can be conducted that the company has undertaken proper R&D in this
aspect.
The 20% of the respondents who have answered negatively may be comparing with the
vehiclein the same category launched very recently.

 Table No: 7 Customer satisfactions toward Maintenance of Mahindra two wheelers.

Factor
Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Total

No. of Respondent
11
26
10
3
50

Percentage(%)
23
51
21
5
100

Percentage

Dissatisfied; 5%
Extremely Satisfied; 23%
Neutral; 21%

Satisfied; 51%

Interpretation 7:
The sample drawn on the probability basis shows that out of 100% of respondents
51% of the respondents approached were satisfied with the maintenance of the two wheelers.
23% were extremely satisfied, 21% of neutral and 5% are dissatisfied with themaintenance.
Observation:
Though majority of the customer are satisfied that the maintenance cost of Mahindra
two wheelers is less, around 20% are not satisfied which may be because of comparison of
Mahindra two wheelers with the newly launched competing brands coming with even lower
maintenance cost.

 Table No: 8 Customer awareness about Digital display.

Option

No. Of Respondent
40
10
50

Aware
Unaware
Total

No. Of Respondents (%)

80
20
100

No. Of Respondent
Aware

Unaware

20%

80%

Interpretation
8:
Out of total respondents, 80% of the respondents approached were aware of the power
steering present in some variant of two wheelers and 20% were not aware of the power
steering present in some variant of two wheelers.
Observation:
Most of the respondents approached were aware of power steering system introduced
in some variants of two wheelers.

 Table No: 9 Customer perceptions about Mahindra two wheelers.

Option
Very Good
Good
Average
Bad
Very Bad
Total

No. Of Respondent
7
19
13
8
12
50

No. Of Respondents (%)

15%
38%
26%
16%
5%
100%

Percentage

Very Bad; 5% Very Good; 15%

Bad; 17%

Average; 26%

Good; 38%

Interpretation 9:
The sample drawn on the probability basis shows that out of 100% of respondents
47% of the respondents gave Good response to Mahindra two wheelers. 20% gave Very Good
response, 21% gave Average response and 12% gave bad response to Mahindra two wheelers.
Observation:
As 67% of the respondents are satisfied that they are happy with two wheelers, it
satisfies that the customer satisfaction levels are very high. If the company were to identify
the pitfalls in their product and undertake remedial measure, thus it will lead to more good
word of mouth publicity.

CHAPTER-5
FINDINGS

FINDINGS:
Based on the data gathered by administrating schedules to customers the following
observations are made.
1. Mahindra two wheelershas excellent percentage of customer satisfaction according to
the data own in table of the data analysis and Interpretation topic.
2. Most of the people are satisfied with its low maintenance cost and after sales service
provided by Mahindra two wheelers.
3. Based on the fuel consumption, most of the people are satisfied with it.
4. Based on Safety and Comfort, Design, Space, Maintenance most of the people
aresatisfied with it.
5. Large numbers of Mahindra two wheelers user are aware of its Digital Display.
6. If we took the satisfaction level of people toward Mahindra two wheelers, it becomes
good.
7. Its features and style satisfy most of the people.

CHAPTER-6
SUGGESTIONS AND CONCLUSION

SUGGESTIONS:

Mahindra Company has to implement good customer relationship management

strategy that enhances customer satisfaction level.

The company can for the undertake R&D to improve the existing feature which field
help increase in the customer satisfaction.

The company should promote about the entire feature offered by it.

As majority of the customer give opinion that they are satisfied is the factor, services
and design of the product of the company should take not only maintain the existing
standard but also enhance them.

CONCLUSION
Due to the companys goodwill in the market it is preferred by people but make it like by
many other people it can indulge into more aggressive promotion for better result. This will
result into more popularity among the people specially the youth. Mahindra2wheelers can
come out with new and innovative products with the help of new techniques and innovation.
Though promotion is not only via T.V as is not affordable by every person they can have
more hording and radio advertisement done. The prices are also very reasonable for people to
buy to the product of Mahindra2wheelers which is an advantage to the company as people
can afford if and purchase for their product as well as demand for it too.
1. Mahindra two wheelers hasa very good market share in the state of Gujarat forthe
Scooter segment.
2. The company is offering good services, which is reflected on thesatisfaction of the
Customer.
3. Majority of the customer are satisfied with the design of the vehicle.

BIBLIOGRAPHY
BOOKS
Kothari C.R. Research Methodology Methods & Techniques, Revised Second

EDITION (New age international publishers), 2013.

Kotler Philip, Keller Lane Kvin Marketing Management.12 thEdition Pearson

Education .
Rastogi&Pandey Manpower Planning ,Educational publishers 1684, Naisarak

,delhi.
Das Subhasish Customer Relationship Management Edition (2007)(2010)
Peelen Ed Customer Relationship Management, Publication Pearson Education.

Websites
www.wikipedia.com
www.mahindra2wheelers.com
www.automobile.com

REFERENCES:

Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes
capable of being incorporated in the measure of customer satisfaction.
Ganguly and Roy (2012) studied the factors affecting customer satisfaction in mahindratwo
wheeler.
Dutta and Basak (2008) suggested that company should improve their recovery performance.
Ganguly.S,&Roy,S.K. (2011). Generic technology-based service quality dimensions in
automobile impact on customer satisfaction and loyalty. International journal ofautomobile
marketing, 292(2),168.
Variawa (2010) analyzed the influence of packaging on consumer decision making process
for fast moving consumer goods.

ANNEXURE
Name
Mobile

Age

Location
Ques. 1 Satisfaction towards Mahindra two wheelers.
a) Satisfied
b) Dissatisfied
Ques.2 Factors affecting customer satisfaction towards Mahindra two wheelers.
a) Low maintenance
b) Comfort
c) Style
d) After sale services
Ques.3 Customer opinions towards fuel consumption.
a) Extremely satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
Ques.4 Customer opinions toward Safety and Comfort.
a) Extremely satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
Ques.5 Customer opinions toward Design.
a) Extremely satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
Ques.6 Customer opinions toward space availability in Mahindra two wheelers.
a) Extremely satisfied
b) Satisfied

c) Neutral
d) Dissatisfied
Ques.7 Customer satisfactions toward Maintenance of Mahindra two wheelers.
a) Extremely satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
Ques.8 Customer awareness about Digital display.
a) Aware
b) Unaware
Ques.9 Customer perceptions about Mahindra two wheelers.
a) Very good
b) Good
c) Average
d) Bad
e) Very bad