avinash dissertationfinal 9062

Table of Contents1. Executive Summery...............................................................................................................2

2. Introduction............................................................................................................................2

2.1.Introduction of automobile Industry....................................................................................3

2.2.Industry performance in 2008-09.........................................................................................5

2.3Story of Mahindra and Mahindra Automobile......................................................................6

2.4 Mahindra Bolero..................................................................................................................6

2.5Mahindra eyes to enhance Bolero production (Production Capacity)................................10

2.6 Annually Sale of Mahindra Bolero....................................................................................11

2.7Mahindra and Mahindra co.’s financial highlights.............................................................12

2.8Market share’ graph of Mahindra and Mahindra co. in 2013.............................................13

2.9 Mahindra & Mahindra- Key Fundamentals.......................................................................13

2.10Industry Competitors: Auto - Cars & Jeeps......................................................................13

3. SWOT analysis of Mahindra Bolero....................................................................................14

4. Literature Review.................................................................................................................14

5. Statement of the problem.....................................................................................................15

6. Objectives of the Study........................................................................................................15

7. Nature and Scope of the study.............................................................................................15

8.Limitation of the study..........................................................................................................16

9. Methodology........................................................................................................................16

9.1 Research methodology.......................................................................................................17

10. Data Analysis & Interpretation..........................................................................................18

11. Findings..............................................................................................................................23

12. Conclusion and Recommendation......................................................................................24

13.Suggestion...........................................................................................................................24

14. Bibliography......................................................................................................................24

References................................................................................................................................24

15. Customer Satisfaction Questionnaire.................................................................................25

1Customer Satisfaction Regards Mahindra Bolero

1. Executive Summery

This research work was started from November, 2013 to identify the factors which have the positive and the negative effects on “A Study on customer’s Satisfaction towards Mahindra Bolero”. The research work was carried out in Uttarakhand state in Dehradun. Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The survey involved gathering wide information about the company, its products, customer satisfaction and impact of various competitive firms on the company.

From the information collected, various aspects were identified where the company needs to focus more to improve the efficiency of marketing team of Mahindra Automotive and also analyse the satisfaction level towards Mahindra Bolero

The research was conducted through collection of primary and secondary data. Secondary data was collected through visiting various web sites, automobile magazines and other reliable sources. Primary data was collected through a well-framed questionnaire,

For the aforementioned study 50 customers were considered as the total sample size. The answers of these samples were recorded with the help of the structured questionnaires and were analysed accordingly to fulfil the objectives of the research work.

2. Introduction


2. IntroductionCustomer RelationshipCustomer Satisfaction is the buzzword used by the business people for the successof organization in the present days. Due to the increases of heavy competition in every product –Line it become difficult for the companies to retain the customers for longer time. So retain the Customer for longer time the marketer has to do only one thing i.e. customer satisfaction .If Customer is fully satisfied by the product it not only rub the organization successfully but also Fetch many benefits for the company. They are less process sensitive and they remain customer for a longer period. They buy addition products overtimes as the company introduce related Produce related products or improved, 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 .To make the products up to the satisfaction level of customers.

This project is also done to know the customers satisfaction on the BOLERO on behalfof Mahindra and Mahindra Automobiles. The impact of automobile industry on the rest of the economy has been so pervasive and momentous that is characterized as second industrial. It played a vital role in helping the nation to produce higher value good and services and in the enhancing their skills and impose tremendous demand for automobile.

The decrease in the interest rate and easy available of cars loons from 2 to 3 years, lot of carManufacturers company facing cut throat competition in the fields of technology and price, So to gain the market share it is important for the institutes to satisfy its customers and to retain the reputation and its image.

Customer Satisfaction Strategies Followed By M&MThe different strategies followed by M&M consists of Customer relationship management,Strategy to providing better facility to the owner, and strategy to provide better after sales service to customer. Customer Relationship ManagementCRM as a tool was used to create positive word-of mouth, to monitor customer experiences and generate referrals. A series of CRM activities were implemented with regular directCommunication, events and customer satisfaction surveys, Events, Festive offers,Rewards Program, etc.

2.1.Introduction of automobile Industry

The automobile industry has changed the way people live and work. The earliest of modern cars was manufactured in the year 1895.


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 fortransportation in India. In the beginning of 15th century, Portuguese arrived in China and theinteraction of the two cultures led to a variety of new technologies, including the creation of awheel that turned under its own power. By 1600s small steam-powered engine models wasDeveloped, 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 Ford’s 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 aluminum body.

Chauffeurs usually drove it and emphasis was on comfort and style rather than speed. During the1920s, the cars exhibited design refinements such as balloon t ires, pressed- steel wheels, and four-wheel brakes.

Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminium body.

The 1937 Pontiac De Luxe sedan 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.

The year 1957 brought powerful high performance cars such as Mercedes-Benz 300SL. It was built on compact and stylized lines, and was capable of 230 kmph (144 mph).

This was the Indian automobile history, and today modern cars are generally light,Aerodynamically shaped, and compact.

Facts & FiguresThe automobile industry in India is on an investment overdrive. Be it passenger car or two wheeler manufacturers, commercial vehicle makers or three-wheeler companies – everyoneappears to be in a scramble to hike production capacities. The country is expected to witness


over Rs 30,000 crore of investment by 2010.

Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be launching a mini and may be a compact car.

Most of the companies have made their intentions clear. Maruti Udyog has set up the second car plant with a manufacturing capacity of 2.5 lakh units per annum for an investment of Rs 6,500 Crore ( Rs 3,200 Crore for diesel engines and Rs 2,718 Crore for the car plant itself).

Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3 years. Hyundai will bring in more than Rs 3,800 Crore to India.Tata Motors will be investing Rs 2,000 Crore in its small car project. General Motors will beinvesting Rs 100 Crore, Ford about Rs 350 Crore and Toyota announced modest expansionplans even as Honda Sail has earmarked Rs 3,000 Crore over the next decade for India - asizeable chunk of this should come by 2010 since the company is also looking to enter thelucrative small car segment. Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have each announced well over Rs 1,000 Crore of investment. Mahindra & Mahindra‟s joint venture with International Trucks is expected to see an infusion of at least Rs 500 Crore.

2.2.Industry performance in 2008-09The Indian automotive market managed to stand up to the vagaries of the economic meltdown toshow slightly growth during fiscal 2008-09. Overall vehicle sales at 97.23 lakh grew 0.71 percent from 96.54 lakh units in 2007-08.When major automotive markets reported a 30-40 per cent decline, only a handful of countries managed to show growth. A few months ago, India was looking at negative growth but has turned around. It is actually better than expected.SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per centgrowth for the commercial vehicle segment, the industry body predicts a 3-5 per cent growth for passenger vehicles. The three-wheeler segment may grow 5-8 per cent growth while twowheelers may show 3-5 per cent growth.The passenger vehicle market has weathered the downturn largely due to market leader Maruti Suzuki which holds 48 per cent of the market. The compact car giant clocked 7.22 lakh units for2008-09. Closest rival Hyundai Motor India sold 2.44 lakh cars, a growth of 13 per cent. TataMotors‟ sales grew 1.3 per cent at 2.30 lakh units while Mahindra & Mahindra posted 2.5 percent growth at 1.06 lakh units.Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motor‟s numbers fell 15 per cent to 46,892 units while Ford India‟s sales were down 17 per cent to 27,976 units.Honda Siel Cars India also saw a 17 per cent drop at 52,420 units while General Motors India was down 8 per cent to 61,526 units. Among commercial vehicle makers, all major players saw substantial fall in volumes. Market leader Tata Motors with a 60 per cent plus


share, showed 22 per cent drop in numbers at 2.34 lakh units while Ashok Leyland showed 37 per cent drop at 47,632.Eicher‟s sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per cent at 7,819 units. “The freight movement is unlikely to improve this fiscal which will impact truck sales.

2.3Story of Mahindra and Mahindra AutomobileMahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed. Later on,after the partition of India, one of the partners - Ghulam Mohammad - returned to Pakistan, where he became Finance Minister. As a result, the company was renamed to Mahindra &Mahindra in 1948.M&M started its operation as a manufacturer of general-purpose utility vehicles. It assembled CKD jeeps in 1949. Over the passing years, the company expanded its business and started manufacturing light commercial vehicles (LCVs) and agricultural tractors. Apart from agricultural tractors and LCVs, Mahindra & Mahindra also showed its 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 Renault SA, International Truck and Engine Corporation, USA, in order to mark its global presence. 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, by holding leadership in the market of the country, for around 25 years. The company is an old hand in designing, developing, manufacturing and marketing tractors as well as farm implements. It made its entry to the passenger car segment in India, with the manufacture of Logan (mid-size sedan) in April 2007, under the Mahindra Renault collaboration. Soon after the consider able success of Logan, M&M started launching a wide range of LCVs and three wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero has gained immense popularity in India. It is one of the most opted vehicles in its class.

2.4 Mahindra BoleroMahindra Bolero is one of the most successful and popular utility vehicle of the Mahindra and Mahindra Group. The car is robust in appearance and it has been elegantly designed, keeping in mind the conditions of the Indian roads. Mahindra Bolero is also among the best fuel-efficient cars of India as the manufacturer has equipped it with a 2500 cc diesel engine with5- speed transmission. April 08, 2008, Mumbai: Mahindra & Mahindra Ltd. (M&M), one of India‟s leading auto brands, has announced that its popular Bolero SUV has sold a record 50,000 units in 2007-08. The Bolero is the first brand in the SUV/UV/MPV category to cross 50,000 units in one year and India‟s leading SUV brand for two years in a row. “With its stylish appeal and rugged nature, the Mahindra Bolero has emerged as the clear favorite


amongst SUV enthusiasts across the country since its launch eight years ago. The fact that it is the first brand in the SUV/UV/MPV category to notch up sales of more than 50,000units in a single year is also a clear validation of our customer centric approach to business.Today, the Bolero is perceived as a stylish but affordable SUV which caters to different customer needs and takes on all kinds of terrain with ease,” said Mr. Vivek Nayer, Vice President –Marketing, Auto Sector, Mahindra and Mahindra Ltd.

Since its launch in June 2000, the Bolero has evolved over the years, incorporating a host offeatures and aesthetics which match the evolving lifestyle aspirations of Indian consumers. In2007, M&M launched the New Bolero which offered a bold new style, greater comfort andconveniences. In January 2008, Mahindra also introduced the Bolero Special Edition, a limited edition of India’s most popular SUV with exciting new features for the young urban customer. Product ProfileMahindra ScorpioMahindra xyloMahindra MarshalMahindra Logan carMahindra MaxxMahindra Ingenio.

Mahindra Bolero

Mahindra & Mahindra Limited launched the second generation Bolero in March 2007. The all new sports-utility vehicle (SUV) comes with refreshed looks and style. The exteriors andinteriors of the latest Bolero have been designed in way that will find appeal with the youngergeneration of car buyers in India. The automobile sports a host of new features, which perfectly suit the needs of Indian consumers. An off-road SUV, it delivers uncompromising fuel efficiency and commendable performance on city roads as well.Get a sneak peek at what’s new in the tough new Bolero. Get the lowdown on how it makes your drive a never before experience.

EngineNew Mahindra Bolero is powered by 2523cc Turbo Charged DI (Direct Injection) diesel engine, which generates a power of 63.2 PS @ 3200 rpm and 18.4 kgm of torque @ 1440-1500 rpm. The 2.5L engine is much more refined than its previous model. The good, low-end torque of Bolero allows a smooth ride on gradients and bumpy roads.

Design and ComfortMahindra Bolero flaunts a new, sleek front grille and muscular bumper that accentuate theappearance of its fascia. The rear side appears more sophisticated, with curved clear lens


taillights. Adding to the appeal of the exteriors is the well-contoured door handles. Ergonomics in the cabin of the all-new Bolero have been reworked to suit the present-day consumer's desire. Its plush bucket seats offer a greater degree of comfort to the occupants.Discover the ergonomic driver’s seat, the arm rest in the middle row or the multi-directional AC louvers. There are little touches everywhere to make your drive less of a drive and more of a pleasant journey. InteriorsMahindra Bolero sports a trendy dashboard and instrument cluster. The efficiency of the airconditioning system has also been improved. The audio system is integrated on the instrument panel in such a way that the controls are within easy reach of the driver. The new Mahindra Bolero comes packed with many utility spaces. There are small storage areas for various passenger needs, which are neatly tucked away in the space-efficient central console.

Ride and HandlingNew Mahindra Bolero comes equipped with an advanced NGT 520 transmission, along withSynchromesh gears, which allow smooth gearshifts. The automobile's front suspension is built to withstand tough road conditions, while giving its occupants utmost comfort. A combination of disc and drum brakes is used in the SUV, which facilitates smooth braking on all road conditions. The wide radial tyres of Bolero ensure better road grip, safety and improved handling. Safety

Mahindra Bolero comes equipped with anti-roll bars that help the vehicle hold to the groundeven on the tightest bends. Its braking system prevents the locking of wheels on slippery roads. The new SUV also has a long wheelbase, which provides greater stability to the automobile. The other safety features of Mahindra Bolero include central locking and seat belt/door open warning.

Style: The Bolero is built solidly but that didn’t stop us from enhancing the sense of security. So we put in anti-roll bars to help hug the ground even on the tightest bends, brakes that prevent wheel locking and a seat belt/door open warning system.From the aggressive grille ornament to the muscular front fascia, low stance fender extensions, clear lens headlamps and stand out wheel arches there's a lot you can discover in the new Bolero. All at a dealer near you.

Convenience:Find space for magazines or maps, slots for bottles or cans, a surprisingly large glove box toSwallow anything you throw into it. There‟s even a 12V charging point along with a mobileHolder. So the only thing you have to think about is your destination.

Performance:


The high power and high torque give the Bolero great load carrying capabilities especially over inclines. The synchromesh gears make gear shifts and even city driving a cinch. And the unique Mahindra DI engine gives you uncompromising fuel economy too.

Introduction Of Bolero ModelTake on anything starting now with the new Mahindra Bolero. Any road that calls itself toughhad better watch out. The new Mahindra Bolero comes loaded with new features in style,comfort and convenience. To let you dominate whatever you encounter on the road.

DISCOVER THE TOUGH NEW BOLERO.

Here's a sports utility vehicle that brings you brand new style with tried and tested performance. A mid-size SUV packed with. New comforts and conveniences. Choose from five models, to fit your needs or to underline your style. And own a driving experience that puts you firmly in command.

BOLERO SLXThe Bolero SLX is the top-of-the-heap model. It has almost every feature on the new featureslist. From the new trim on the front grille to the low stance fender or the clear lens headlamps.

BOLERO SLEFor style the Bolero SLE matches the SLX in every aspect except one where it scores over itshigh-end counterpart - sporty decals. In fact this is the only model with decals on it.

BOLERO DIThe spirit of the tough new Bolero without the frills is the best description for the Bolero DI. Thestyle, the aggression, the authority is all there minus the creature comforts and conveniences.The spirit of the tough new Bolero without the frills is the best description for the Bolero DI. Thestyle, the aggression, the authority is all there minus the creature comforts and conveniences.Click on the related links to get an outside-in picture of Mahindra‟s new vehicle. BOLERO DI PlusLike its higher-end brothers, the Plus too has most of the style features found on the SLX list.And if you care for more comforts and conveniences on the inside then all you have to do ischoose the power steering option.

BOLERO VLXThe new Bolero VLX comes built-in with extraordinary power, thanks to the new steroidpumping97 HP (71.5 KW) CRDe engine. This Bolero variant comes equipped with all you would expect from India's No.1 SUV brand and much more. The noise-reducing, refined NVH package clearly tells everything outside to 'shut up'. The Voice Assist System will make


you want to listen to this brute, once in a while. The sturdy suspension makes taking on any terrain a breeze, while enhanced braking system makes sure you stay on the road.

BOLERO SLX Make Mahindra

Model Bolero

Variant SLX

Body type SUV

No. of Door 5

Fuel Efficiency:City Millage 9.5 KMPL

Highway Millage 12.4 KMPL

Fuel capacity 60 litters

Fuel Type Diesel

Fuel Grade -

Engine Parameters:Displacement 2523cc

Bore -

Stroke -

Cylinder Congregation 4 in line

Valve Gear operation -

Comparison Ratio -No. Valves 8Aspiration Turbo charged

Fuel system DIPower 63.12@3200 ps. Rmps

2.5Mahindra eyes to enhance Bolero production (Production Capacity)

Mahindra & Mahindra, the country's largest utility vehicle (UV) maker is witnessing a heavy capacity crunch for the manufacturing of its best-Selling SUV Mahindra Bolero in the Indian market. The sales of the Bolero model is shooting upwards due to a high demand in rural


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India which has always been a strong hold for this SUV. Interestingly, the demand for Mahindra Bolero is also witnessing a significant increase in the urban market also. As of now, the Bolero model is enjoying a waiting period of 4 to 6 months in the country.

According to Mr Vivek Nayer, senior vice-president of marketing, automotive sector at M&M, Bolero's re-launch in 2007 attached an aspirational imagery to the brand post which it has been showing consistent growth. He added that the company has out-performed the category and increased its market share from 19 to 29 per cent since 2006-07. He also said that about 75-80 per cent of the sales volumes of the company are from smaller towns and the remaining 20-25 per cent from metros.

At present, the company sells as much as 70,000 units of the Bolero model annually. The Bolero model is currently being manufactured at its Nashik plant, which hosts an annual manufacturing capacity of as much as 1.50 lakh units. Besides the Bolero, the other passenger utility vehicles of the company including Xylo and the Scorpio are also being manufactured at this plant. With this, the company is in the process of acquisition of South Korean Ssangyong Motors through which it is planning to bring the Korean SUVs to India.

2.6 Annually Sale of Mahindra Bolero

It appears that the Mahindra Bolero is India’s favourite SUV. According to Mahindra, the Bolero became highest selling SUV in the Indian automobile market for the sixth time in a row. The rugged SUV recorded its highest ever annual sales since inception in August 2000, crossing the 1 lakh annual unit sales in the last fiscal. The company sold 1,00,686 units in FY 2011 – 12 with sales rising 21 percent for the Bolero compared to FY 2010 – 11. Pravin Shah, Chief Executive, Automotive Division, Mahindra & Mahindra said, “The fact that Bolero has sold more than 1 lakh units in FY 2011-12 signifies the confidence customers have on the brand. Over the years Bolero has evolved with changing lifestyle aspirations of customers resulting in an exceptional CAGR (Compound Annual Growth Rate) of 26 percent. I am sure the Bolero will continue to be as popular on Indian roads in years to come.” The SUV is also the seventh highest selling vehicles among all passenger vehicles in the country. Recently, the company gave a refreshed look, inside and outside, to the Bolero, that is powered by the new m2DICR engine and added Driver Information System and Advanced Digital display among new features. The SUV has over 5.7 lakh fans on social networks who share their adventures and experiences with their Bolero. Given its growing popularity, Bolero was launched earlier in


limited-edition versions – Bolero Special Edition and Bolero Stinger. The rugged SUV has been gaining popularity mainly because of its off-road handling capabilities and reliability.

2.7Mahindra and Mahindra co.’s financial highlightsThe Directors present their Report together with the auditedaccounts of the Company for the year ended 31st March 2013.

Financial Highlights

(Rs. in crores)

2013 2012

Gross Income 43,962 34,820

Less: Excise Duty on Sales 2,972 2,501

Net Income 40,990 32,319

Profit before Depreciation, FinanceGosts, Exceptional item and Taxation 5,258 4,237

Less: Depreciation/Amortisation 711 576

Profit before Finance Costs,Exceptional item and Taxation 4,547 3,661

Less: Finance Costs 191 163

Profit before Exceptional item and Taxation 4,356 3,498

Add: Exceptional item 91 108 Profit before Taxation 4,447 3,606

Less: Provision for Tax - Current Tax(including MAT credit entitlement) 933 538 Less: Provision for Tax - Deferred Tax (Net) 161 189

Profit for the year 3,353 2,879

Balance of profit for earlier years 7,905 6,209

Less: Transfer to Debenture

Redemption Reserve 15 14

Profits available for appropriation 11,243 9,074

Less: General Reserve 400 300

Proposed Dividends 798 768


Income-tax on Proposed Dividend 93 101

Balance carried forward 9,952 7,905

2.8Market share’ graph of Mahindra and Mahindra co. in 2013

2.9 Mahindra & Mahindra- Key FundamentalsMarket Cap (Rs Cr.):66,033 EPS - TTM (Rs):59.43

P/E Ratio (x):18.08 Face Value (Rs):5.00

Latest Div. (%):260.00 Div. Yield (%):1.21

Book Value / sh. (Rs) :238.22 P/B Ratio (x):4.50

2.10Industry Competitors: Auto - Cars & JeepsSYMBOL PRICE CHANGE %CHANGE HIGH LOW PE DE VOLUME

Maruti Suzuki India Ltd. 1,918.00 1.65 0.08% 1,939.90 1,910.00 20.80 N.A. 19886

Hindustan Motors Ltd. 7.56 0.24 3.07% 7.88 7.50 0.00 N.A. 78120

Daewoo Motors India Ltd. 6.71 0 0% 6.72 5.50 0.00 N.A. 69831


http://economictimes.indiatimes.com/daewoo-motors-india-ltd/stocks/companyid-13869.cms

http://economictimes.indiatimes.com/hindustan-motors-ltd/stocks/companyid-13617.cms

http://economictimes.indiatimes.com/maruti-suzuki-india-ltd/stocks/companyid-11890.cms

3. SWOT analysis of Mahindra Bolero

S (Strength): Mahindra Bolero has a good brand name of Mahindra and Mahindra co. because this company always provide good vehicles for customer as a commercial and as a domestic. And Mahindra Company many times get awards for launched good vehicles M&M was ranked 14th in The Economic Times prestigious „ET 500‟ list of top achieving companies in India. The company has moved up four ranks from last year. And M&M was ranked second in the prestigious e Most Trusted Car Company in India study conducted by TNS.so people have a trust on Mahindra so have a good opportunity for Bolero for Success and provide a good satisfaction level to customer.

W (Weakness): in heavy competition Market there are many competitors companies so Mahindra do not focus on Domestic vehicles so Mahindra Bolero do not launched by a good updates features.

O (opportunity): Mahindra Bolero has a good opportunity to have a brand name of Mahindra and Mahindra. And Mahindra always launched with a new features so advance technologies used in bolero in future for increase the market share and increase the satisfaction to customer.

T (Threats): In heavy perfect competition Market Mahindra Bolero has a threat to his competitors Like Toyota Innova, Chevrolet Travera, sumo victa etc this competitors companies also launched this vehicle updated every year, and according to survey peoples give more prefer to Toyota Innova rather than Bolero.so this types of threats is comeing to Mahindra Bolero.

4. Literature Review

In a competitive market, where business competes for customers, customer satisfaction is seen as a key differentiation and increasingly has become key element of business strategy.

Measuring customer satisfaction whether the buyers is satisfaction whether the buyer is satisfied alter purchase depends on the oilers performance in relation to the buyers expectation in general. In automobile sector customers satisfy with good performance, long fuel consumption, Better features Design and comfort, interiors, engine, Price etc. there are many researchers who research in the topic of customer satisfaction in automobile industry and who give views how they provide a good satisfaction level to their customer. Kevin Keller (2012) Caterpillar has become a leading firm by maximizing the total customerValue with the help of effective CRM , best after sales service in the industry and better trained dealer. This allows the firm to command a premium price of 10% to 20% higher than


Competitors such as Volvo, Komatsu etc. and another researcher Gordon Fullerton (2006), “Putting relationship in CRM”, that JEEP, a division of DaimlerChrysler Automobile Company has served a classic example of CRM program that provides a considerable value to both the customers and the firm by developing a program exclusively for jeep owners and fostered a community that is highly effectively committed to the product, the brand and the customers. Arvind Saxena (2010) Director and Board member (marketing and sales), Hyundai Motor India (HMIL) “No company in automobile sector can fight competition on price, Features, performance, and consumption. In following researcher who conclude on customer satisfaction level to provide good CRM, sufficient Product Price, Features, etc

5. Statement of the problem1) Whether the customers were satisfied with the services of Mahindra Bolero.

2) What is the perception about Mahindra Bolero in customers mind?

3) Are the customers are satisfied with the safety and security of Mahindra Bolero?

6. Objectives of the Study

Firstly to Study and understand the satisfaction towards Mahindra Bolero in India and the market factor which are helpful for Mahindra & Mahindra for the product Bolero. The study was consulted in Dehradun in Uttarakhand the specific objectives is satisfaction level regards Mahindra Bolero.

1) To generate the most important factor to generate satisfaction.

2) To identify the most attractive feature of the product

3) Is there any significance exists between the most attractive feature and the generated satisfaction.

4) Analyse the toughest competitor vehicle of Mahindra Bolero.

7. Nature and Scope of the study

My research work is “Descriptive” in nature and my dissertation part in Mahindra Bolero to analyse the satisfaction level of customer towards Mahindra Bolero with the parameters of features, engine, technology, design and comfort, security and safety and fuel consumption etc for getting the customer response towards Mahindra and Mahindra and their product


Mahindra Bolero. I have surveyed and interviewed in Dehradun City in Uttarakhand state and I got some negative feedback from customer towards Mahindra Company and its product.so my scope of the study to analyse the customer satisfaction regards Mahindra Bolero so I went to survey for knowing the perception of people towards Mahindra Bolero and their Company.

8.Limitation of the study1) The information executed by the respondent may or may not be true because in some cases the respondents may not be serious. However, all possible care has been taken to collect the information as authentic as possible.

2) The method which is adopted for methodology is not found the actual solution of the problem.

3) The views cannot be taken as their general view to conclude and prepare the project because respondents may have given biased or dishonest answers.

4) For Mahindra and automobiles industry customers are limited so every people did not give answers towards questionnaire form.

5) The research is conclude in the limited areas of Dehradun due to lack of time so the project is maximum based on Secondary data like internet, website, and Search engine.

9. Methodology

1 Population

Adult Individuals in Dehradun and Asansol City

Extent

Dehradun

Period

November2013-April2014

.5 Sample Size

50 samples

6 Sample Procedures


Convenience Sampling

9.1 Research methodology

This report is based on primary as well as secondary data, however primary data collection was given more importance since it is overhearing factor in attitude studies. One of the most important users of research methodology is that it helps in identifying the problem, collecting analysing the required information data and providing an alternative solution to the problem. The project was conducted using primary data of sample size 50 respondents in and around Dehradun Uttarakhand. Stratified sampling technique was used based on age and Occupation. The justification of 2 different age group was 1). 20 years-40 years, 2) 40 years – 60 years The sample was mixture of different occupations, which were a) Business man b) Government Employee c) in Private Sector.

Source of Data Collection

Data mainly classified in two Types

Primary Data: An investigator originally collects the data or agency for the first time for any statistical investigations and used by them in the statically analysis are termed as primary data.

Secondary Data: The data published or unpublished, which have already been collected and processed by some agencies for their statistical work are termed as secondary data as far as second agency is concerned. The second agency if and when it publishes and files such data, if becomes secondary data source to anyone who later uses the data.

Primary data collection

In primary data collection, you collect the data yourself using methods such as interviews and questionnaires. The key point here is that the data you collect is unique to you and your research and until you publish, no one else has access to it. There are many method of collecting Primary Data and the main method include .in primary sources of data used observation method & questionnaire method for the present study, the survey method was used f structured collecting primary data. A structured questionnaire include multiple choice questions Primary data collected by communicating with the respondents with the help of structured questionnaire. Before undertaking the survey, pilot’s test of the questionnaire was done with 60 Respondents.

1. Questionnaires

2. Interviews

Data Sources


Research is totally based on primary data. Secondary data can be used only for the references. Research has been done by primary data collection, and primary data has been collected by interacting with various people. The secondary data has been collected through various journals and websites namely,

Sample

In general, a sample is a limited quantity of something which is intended to be similar to and represent a large amount of that thing. The things could be countable objects such as individual items available as units for sale, or a material not

Sources of Secondary Data:

Information has been collected through personal interview of customers.

A part from this, some data is taken from magazines, journals and internet.

10. Data Analysis & Interpretation

1) To explore assess whether customers are satisfied with Mahindra Bolero

Yes 32 64%

No 18 36%

yesno

Analysing: in this illustration 64% peoples said yes and 36% peoples said no they are not satisfied with Bolero.

Interpretation


As seen in figure 1 the respective analysis shows that 64% people say yes and they satisfied with Bolero and rest 36% peoples give negative impact towards Bolero.

Observation: most people like Bolero.

2) To determine the most important factor to generate satisfaction to customer

FactorFrequency Percent Valid

PercentCumulative

Percent

Valid

Features 7 14.0 14.0 14.0Low Maintenance

19 38.0 38.0 52.0

Looks 13 26.0 26.0 78.0After Sales Service

11 22.0 22.0 100.0

Total 50 100.0 100.0Interpretation: In my 50 sample size 64 % people satisfied with Mahindra Bolero on which they are mostly satisfied with the Low Maintenance factor 38% (19 Frequency) peoples say that they are satisfied with low maintenance factor. So low maintenance factor is determined the most important factor to generate satisfaction to customer.3. To identify the most attractive feature of the product.

Comfort SafetyFrequency Percent Valid

PercentCumulative

Percent

Valid

Extremely satisfied

7 14.0 14.0 14.0

Satisfied 22 44.0 44.0 58.0Neutral 16 32.0 32.0 90.0Dissatisfied 5 10.0 10.0 100.0Total 50 100.0 100.0


Fuel ConsumeFrequency Percent Valid

PercentCumulative

Percent

Valid

Extremely satisfied

6 12.0 12.0 12.0


SpaceFrequency Percent Valid

PercentCumulative

Percent

Valid

Extremely satisfied

8 16.0 16.0 16.0


Maintenance CostFrequency Percent Valid

PercentCumulative

Percent

Valid

Extremely satisfied

4 8.0 8.0 8.0


Interpretation: in 50 sample size peoples mostly prefer and most satisfied with the space factor in all different factor which have mentioned in my questionnaire like, fuel consumption, safety and comfort, Design, maintenance cost etc. the most satisfaction level is 16% which is getting response in space factor. So space factor is consider as a most attractive factor.


DesignFrequency Percent Valid

PercentCumulative

Percent

Valid

Extremely satisfied

4 8.0 8.0 8.0


Interpretation: From the above table it is clear that the Design factor has the highest significance on satisfaction. It can be noticed from the above table that the value of Space variable resides next on significance column, other than that all the other variables have significantly low contribution to the model.

5) To explore assess whether customers are aware Power Steering present in Bolero.

Yes 36 72%

No 14 28%

yesno

Analysing: in analysing 72% people say yes and 28 % peoples say no.

Interpretation: Out of 100% of respondents, 72% of the respondents approached were aware of the power steering present in some variant of Bolero and 28% were not aware of the power steering present in some variant of Bolero Observation: Most of the respondents approached were aware of power steering system introduced in some variants of Bolero.

6) To explore assess whether customers’ general perception about Bolero.


4. Coefficient of significant factor Coefficientsa

Model Unstandardized Coefficients

Standardized Coefficients

t Sig.

B Std. Error Beta

1

(Constant) .776 .340 2.281 .028Factor -.074 .066 -.151 -1.118 .270Fuel_Consume -.161 .082 -.271 -1.961 .056Comfort_Safety .169 .084 .298 2.026 .049Design .050 .087 .086 .573 .570Space .088 .080 .159 1.099 .278Maintenance and Cost

.172 .102 .236 1.676 .101

a. Dependent Variable: Satisfaction

Very Good 8 16%

Good 24 48%

Average 18 36%

Bad 0 0%

Very goodgoodAverageBad

Analysing: in analysing 16 peoples said Very well with fuel consumption, 48% people with good, 36% average and 0% people with Bad.

Interpretation: The sample drawn on the probability basis shows that out of 100% of respondents 48% of the respondents gave Good response to Bolero. 16% gave Very Good response, 36% gave Average response and 0% gave bad response to Bolero.

Observation: As 67% of the respondents are satisfied that they are happy with Bolero, 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.Very Goo77% In comfort ability you prefer most vehicles.Toyota Innova 15 30%

Chevrolet Travera 12 24%

Tata Sumo Victa 10 20%

Mahindra Bolero 13 26%


Toyota Innova

Chevrolet Travera

Tata Sumo Victa

Mahindra Bolero

02468

10121416

Series1

Analysing: 30 % in favour of Toyota Innova. 24% in Favour of Travera, 20% with sumo Victa, and 26% in Mahindra Bolero

Observation: In The chance of more comfort availability people goes with Toyota Innova, then public prefer Mahindra Bolero so they have no chance to create a monopoly in the market.

11. FindingsBased on the data gathered by administrating schedules to customers the following observations are made.1) Most of the people who are satisfied with Bolero got satisfied low maintenance cost factor

2) Mahindra has necessity to increase the features because people give less feedback towards features.3) From the analysis it can be interpreted that the Integrated Space was perceived as the most attractive factor of the product, but while in regression analysis shows that Design has the highest significance on satisfaction. 4) From the above scenario a statement can be established that though the Bolero has a very satisfactory integrated space feature but, that is not enough to achieve customer satisfaction. So, Mahindra Company should focus on the design of Bolero so that it can stand ahead in this intense competitive scenario.5) Mahindra has a good opportunity to increase their market because in figure 6 people give more response to Mahindra Bolero.6)Mahindra Must Need to grow advance technology because in figure 7 people give most prefer rather than Mahindra Bolero, so Mahindra Bolero has tough competition towards Toyota Innova and Chevrolet Travera.7) Toyota Innova gives more comfort to customer rather than Mahindra Bolero which is the negative impact for Mahindra and Mahindra.


12. Conclusion and Recommendation1) As majority of the customer give opinion that they are satisfied is the factor, services and safety comfort of the product of the company should take not only maintain the existing standard but also enhance the2) The company is offering Bolero a low maintained vehicle, which is reflected on the satisfaction of the Customer 3) Majority of the customer are not more satisfied with the design of the vehicle. 4) Mahindra and Mahindra Company should have must to increase the features in Mahindra Bolero for provide Better facilities and increase Satisfaction level.5) From the above scenario a statement can be established that though the Bolero has a very satisfactory integrated space feature but, that is not enough to achieve customer satisfaction. So, Mahindra Company should focus on the design of Bolero so that it can stand ahead in this intense competitive scenario.

13.Suggestion Mahindra and Mahindra Co. is a Good automobile company in India. They also provide a Good features vehicles every year for their customer for increase the satisfaction level of customer they always launched the motors according to customer demand but in heavy completion market Mahindra co. is must need to focus on updated features in vehicles and design. Because these are the factor that become a negative impact towards customer. So my suggestion to Mahindra And Mahindra co. to focus on features and use good quality product in interior part and not only interior part Mahindra Company should focus on the design of Bolero so that it can stand ahead in this intense competitive scenario.

14. Bibliography

References

1) Anderson E W Sullivan (1992), “The anteecedents and Consequences of Customer Satisfaction for Firms” Marketing Science, No 12, pp125-143

2) Malhotra. K. Naresh & Dash Satyabhshan, 2012, Marketing Research, Person 5th Edition

3) Bansal H S and Voyer P A (2000), “Word-of-mouth Processes within a Services Purchase Decision Context”, Journal of Services Research, No 3, pp 166-177.

4) Kotler P, Keller K. L, Koshy A, Jha M, 2009, Marketing Management, Pearson, 13th Edition.

Web sources


www.mahindra&mahindra.com

www.mahindrabolero.com

www.google.com

www.indiaindustry.com

15. Customer Satisfaction Questionnaire

Dear Respondents, I am doing a survey on “Customer satisfaction regards Mahindra Bolero” for Dissertation program. The data will be used only for my academic purpose, so please kindly fill up the questionnaire form.

a) Name …………………..b) Occupation ………………………………..c) Age …………………….. d) Income…………………………………….

1) Are you a satisfied with Mahindra Bolero?a. Yesb. No

2) Which factor you consider is satisfies you most?a. Featureb. Low Maintenancec. Looksd. After Sales Service

3) Are you satisfy with the fuel consumption of BOLERO in regards to other companies.a. Extremely Satisfiedb. Satisfiedc. Neutrald. Dissatisfied

4) Are you satisfied with the Safety and Comfort of BOLERO in comparison to other SUV VEHICLE? a. Extremely Satisfiedb. Satisfiedc. Neutrald. Dissatisfied5) Are you satisfied with the Design?


a. Extremely Satisfiedb. Satisfiedc. Neutrald. Dissatisfied6) Are you satisfied with space available in BOLERO in comparison to other competitor? a. Extremely Satisfiedb. Satisfiedc. Nor Satisfied & Dissatisfiedd. Dissatisfied7) Are you satisfied with Maintenance cost?a. Extremely Satisfiedb. Satisfiedc. Neutrald. Dissatisfied8) Are you aware about power steering present in Bolero?a. Yesb. No9) Your general perception about Bolero.a. Very Goodb. Goodc. Averaged. Bad10) In Comfort ability you prefer most vehicles,

1) Toyota Innova

2) Chevrolet tereva

3) Tata Sumo Victa

4) Mahindra Bolero


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