CHAPTER 1:

oIntroduction Of The Study

oProblem Identification

oObjective Of The Study

oScope of the Study

oLimitation Of Study

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INTRODUCTION

The main object of every organization is to earn more profit, to achieve this object the organization should increase its sales by getting more customer and the only way to get more customer is that the organization should provide expected satisfaction to the customers.

Here the word customer satisfaction means “the utility which customer expect from the product” and when a customer get expected utilities it is called as customer satisfaction.

MRF manufactures the largest range of tyres in India and enjoys the highest brand preference for superior quality, company manufactures the largest range of tyres in India and is the market leader with the largest market share it tyre industry.

Since 1984 MRF tyres has consistently been chosen as fitment by almost every major vehicle manufacturer in India apart from tyres MRF also manufacturer conveyor belts, pretreads and advanced polyurethane paints.

Here every customer of MRF is getting satisfaction and it may analyzed by the following information

MRF own No. 1 award for customer satisfaction by J.D Power Asia pacific for 2001&2002

It is also created good brand name in other countries also, and it is the first Indian company to export tyres to the US, the very birthplace of tyre technology. It is the first company in India to manufacture and market Nylon tyres passenger tyres commercially.

MRF is providing huge number of products to the customer as per the requirement and need.

They provide more warranties to the customers and it will shows that the company has confident on its product.

So as per the above information it found that the customer satisfaction towards MRF tyres is good.

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Research Problem

1. Problems Experienced:

Contributing to 35% of the CSI score, this factor measures the quality of the car in terms of the number of repair problems that cropped up and how often it was returned for re-service.

2. Service Advisor:

Which related to ability of the services advisor to ability of the service advisor to understand the problem and his promptness in attending to the customer, contributing to 28% of the CSI Score?

3. Service Performance:

Measures the quality of the service performed as well as the dealer’s ability to fix a problem on the first visit. It has a weight age of 26% in the CSI score and also considers how easily spare parts are available when required.

4. Service Timing:

Affecting the score by just 6%, this time taken for a service or repair job was responsible and if the vehicle was ready at the time promised.

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OBJECTIVE OF THE STUDY

To find out customer performance and expectation.

To know customer behavior, habit. attunes toward MRF Tyres

To understand the position of the competitors

To determine customer satisfaction level of MRF Tyres

To know the reason why customer buy MRF Tyres

To know the purchasing criteria of customers in MRF Tyres

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RESEARCH METHODOLOGY

This is chapter explain various methods & techniques used in this research study with their suitability. This part of the research report is very much important because it explain the methods; concept & procedures followed by the researcher study the problem. It is helping to the reader to understand whole the easily.

As marketing research does not address itself to basic or fundamental question it does not quality as basic research on the country, it tackles problem, which seem to have immediate commercial potential. In view of this major consideration marketing research should be regarded as applied research. We may also say that marketing research is of both types-problem solving and problem oriented.

Marketing research is a systematic and objective study of problem pertaining to the marketing of goods and service. It may be emphasized that is it not restricted to any particular area of marketing but is applicable to all its phases and aspects

The American Marketing Association (AMA) has defined Marketing research follows Marketing research is the function which the consumer, Identify and define marketing opportunities &problems; generate, refine and Evaluate marketing actions; monitor marketing performance; and improve Understanding of a market as a process.

Marketing Research specified the information required to address these issues; designs the method for collecting information. Managers and Implements the data collection process; analyses the results; the Communications the findings and their implications.

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RESEARCH DESIGN:

Detailed and structured questionnaire was designed.

Survey a sample of 100 customers.

The methodology developed was Primary and Secondary research.

The  questionnaire  was  designed  to  get  information  from  customers

about their satisfaction and overall opinion about MRF Tyres.

METHOD OF DATA COLLECTION

There are two types of data

Primary data: -

“Primary data is the data which is collected by the research at first hand.”

Sources

To collect primary data the questionnaire system is uses through market survey. Structured non disguised questionnaire is applied in which question are listing in prearranged on paper and where the object of inquiry is revealed to the respondent I have contacted the customer and interviewed them by personally & by telephones. The analysis of the collected data through questionnaire is given in the later part of the project.

Secondary data:- “Secondary data whether internal or external is the data already collected by others for propose other then solution of the problem at hand” Secondary sources are

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PRE-TESTING:

A pre- testing is small-scale replica of the main study. It dresses a rehearsal and provides guidance on the following matter.

1. The adequacy of the sampling frame to be followed for the survey.

2. It helps the researcher in selecting the data collection method.

3. It gives prior knowledge about the population to be sampled.

4. The pre0testing helps the researcher in checking the validity of the questionnaire and in redesigning of the same.

5. It also provides training to the researcher for interviewing.

SAMPLING PLAN:

A number of decision & task are including in sampling and it is the procedure required right from defining a population selection of sample element.

SAMPLE SIZE

I have used proportionate random sampling to select the respondent from the entire population. I have conducted a pilot survey by interviewing 100 respondents. I have taken whole Aurangabad city as sample frame for conducting research.

SAMPLE METHOD:

Select randomly, it is helpful in finalization of the questionnaire and also in knowing standard error or core element. How this survey has become useful to me in deciding the sample size decision.

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LIMITATION OF THE STUDY

A good report describes and explains the results derived at through the study. As a result, whatever limitation occurs in the study, also creep into the report and become the limitations of the report. In Short, it can be said that a study is as accurate as the limitations of its study. Every project has its own limitations and so did mine. I have listed a few of the limitation of my studies below:

1. The survey was limited only to the physical boundaries of the city of Aurangabad and there by limited in the population studied.

2. The time period of the survey being only two months, it was not possible to conduct a highly in-depth and detailed study, which in turn might affect the findings.

3. Different people have different thought process and different attitudes. As a result, their manner of answering the questions of the study differs. Therefore, the answers received were sometimes good while sometimes they were negative.

4. Due to unavoidable circumstances, the study had to be stopped mid- way for some time.

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CHAPTER 2

o Review of Literature

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Review of Literature

Since 1984 MRF tyres has consistently been chosen as oem fitment by almost every major car manufacturer in India apart from tyres MRF also manufacturer conveyor belts, pretreads and advanced polyurethane paints The milestones achieved while being such a progressive and vibrant company, is also recognized by the corporate world through a number of awards like. Voted as one of the Indian most admired marketing companies by A & M leading advertising and marketing and marketing journal. No. 1 award for customer satisfaction by J.D Power Asia pacific for 2001&2002 Most ethical company in India by business world, a leading business magazine.

MRF manufactures the largest range of tyres in India and enjoys the highest brand preference for superior quality, company manufactures the largest range of tyres in India and is the market leader with the largest market share it tyre industry.

1946 - A year to remember… India was on the threshold of independence. A young entrepreneur, K.M. MammenMappillai, opened a small manufacturing unit where balloons, latex cast squeaking toys and industrial gloves were manufactured… little did he realize then that the company he started would grow to become the no.1 tyre manufacturer in India.MRF established its first office in 1949 at Chennai, Tamil Nadu, and India. The company began as a manufacturer of toy balloons and other rubber products and then later on moved to manufacture tyres in 1961.

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CHAPTER 3

o PRODUCT REVIEW

o ORGANISATIONAL PROFILE

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PRODUCT PROFILE

1946 - A year to remember… India was on the threshold of independence. A young entrepreneur, K.M. MammenMappillai, opened a small manufacturing unit where balloons, latex cast squeaking toys and industrial gloves were manufactured… little did he realize then that the company he started would grow to become the no.1 tyre manufacturer in India.MRF established its first office in 1949 at Chennai, Tamil Nadu, and India. The company began as a manufacturer of toy balloons and other rubber products and then later on moved to manufacture tyres in 1961.

Today MRF is into a league of its own with: MRF manufactures the largest range of tyres in India and enjoys the highest brand preference for superior quality, company manufactures the largest range of tyres in India and is the market leader with the largest market share it tyre industry.

Since 1984 MRF tyres has consistently been chosen as oem fitment by almost every major car manufacturer in India apart from tyres MRF also manufacturer conveyor belts, pretreads and advanced polyurethane paints The milestones achieved while being such a progressive and vibrant company, is also recognized by the corporate world through a number of awards like. Voted as one of the Indian most admired marketing companies by A & M leading advertising and marketing and marketing journal. No. 1 award for customer satisfaction by J.D Power Asia pacific for 2001&2002 Most ethical company in India by business world, a leading business magazine.

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PRODUCT CATEGORY IN TWO WHEELER SEGMENT

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The company has stood Himalayan height in the tyre industry. It grabbed all most all prestigious awards in the key areas like production, customer satisfaction, exports and many more.

Awards and Achievements

In 2000, MRF launched smile campaign on Indian roads.

MAJOR MILESTONES OF MRF COMPANY

ORGANISATION PROFILE

MRF: A tough brand

An enterprise that started as a toy balloon maker in 1946 in South India quickly grew to become one of India’s biggest and respected companies. Renowned for product superiority and innovation, MRF continues to be the leading tyre maker in India.

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MRF crossed the INR 3 bn mark and also became the No 1 tyre company in India. MRF legend the premium nylon car tyre was introduced.

The MRF pace foundation was set up with international pace bowler, Dennis Lilli as its director. Not long thereafter, pace bowlers trained at the foundation were selected for the Indian cricket team. In the year 1989, MRF was the clear market leader in every tyre segment. Once again in recognition of excellence, MRF was awarded the Vishweshwarayya award for the Best business house in India.

MRF collaborated with Hasbro Intl USA, the world’s largest toy makers, and launched funskool in India. Company also entered into collaboration with Vapocure, Australia to manufacture polyurethane paint formulations and with Pirelli muscleflex, conveyor, and elevator belting.

MRF also opened the MRF tyredrome, India’s first tyre company owned wheel care complex at Madras.

MRF brought the 6th world cup boxing championship to Mumbai the first of its kind- with 39 countries participating. In 1993 & 1995 the company was voted by the far eastern economic review as one of the ten leading corporate groups in India and a leader in Asia. During the same time MRF was selected as one of India’s most admired marketing companies by the readers of the A&M magazine.

The company’s turn over crossed INR 15 bn in the year 1995.In 2000, MRF launched smile campaign on Indian roads. It also launched ZVTS tyres for passenger cars in 2000.

MRF wins JD power award in 2003 & 2004. So far it has taken 6 JD awards.

CHAPTER 4

o DATA ANALYSIS

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Data Analysis

I have conducted marketing survey on 100 customer to analysis their

satisfaction level, for this purpose I have prepared a questionnaire to collect the 22 | P a g e

information from them. Among these 100 customers, only some of them

responded as per that now we will see the analysis of the collected data.

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of discovering useful information, suggesting conclusions, and supporting decision making. Data analysis has multiple facets and approaches, encompassing diverse techniques under a variety of names, in different business, science, and social science domains.

Data mining is a particular data analysis technique that focuses on modeling and knowledge discovery for predictive rather than purely descriptive purposes. Business intelligence covers data analysis that relies heavily on aggregation, focusing on business information. In statistical applications, some people divide data analysis into descriptive statistics, exploratory data analysis(EDA), and confirmatory data analysis (CDA). EDA focuses on discovering new features in the data and CDA on confirming or falsifying existing hypotheses. Predictive analytics focuses on application of statistical or structural models for predictive forecasting or classification, while text analytics applies statistical, linguistic, and structural techniques to extract and classify information from textual sources, a species of unstructured data. All are varieties of data analysis.

SECTION A

1. Gender:

Response Male Female Total

Number Of

Respondent

85 15 100

Percentage (%) 85 15 100

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Interpretation

The above graph says 85% of the responders were male, and 15%of the responders were female. Responders were choice randomly in Aurangabad city.

2.Occupation:

Response Student Business Service Total

Number Of

Respondent

40 30 30 100

Percentage (%) 40 30 30 100

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Interpretation

The above graph says 37% of respondent were Student, 30% of responders occupation were Business. 28% of responders were service occupation and 5% of responders were Unemployed.

Section B

1. Do you have vehicle.

Response Yes No Total

Number OfRespondent

87 13 100

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Percentage (%) 87 13 100

Interpretation:

From above data I analyze that out of 100 respondents 87 have their own

vehicle and 13 do not have vehicle.

2. What is present fitment you have in your vehicle?

Response MRF Apollo Good Year Others Total

Number OfRespondent

57 18 21 4 100

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Percentage (%)

57 18 21 4 100

Interpretation:

From above survey 57% of respondents have MRF tyres in their present

vehicles. 21% have Good year, 18% have Apollo tyres and 4% have other

company tyres in their vehicles.

3. From where did you buy it?

Response Showroom

wholesaler Retailer Mechanic shop

Others Total

Number OfRespondent

42 23 29 2 4 100

Percentage (%)

42 23 29 2 4 100

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Interpretation:

From above data I came to know that 42% respondents had purchased tyer from

showroom, 23% from wholesaler on further analysis I found that 29% had buy

tyre from retailer, 4% from mechanic shop and 2% from others.

4. Mostly when you change your vehicle tyre.

Response After one year

After two year After three year

After four year Total

Number OfRespondent

30 34 26 10 100

Percentage (%)

30 34 26 10 100

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Interpretation:

30% of respondent said that they change their tyres after one year. 34% which is

maximum have said that they change after two years, 26% have marked on after

three years and 10% which is minimum they told that they change their tyres

after four years.

5. The following tables shows the factors which motivated the

customer to purchase the “MRF TYERS”

Response(Factors)

Number OfRespondent

Percentage (%)

Friends 16 16

Brand Image 18 18

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Advertisement 18 18

Relatives 16 16

Self-decision 32 32

Total 100 100

Interpretation:

The above table & graph shows that 32% of customers have purchased MRF

Tyres by their own decision. 16% customers have purchased MRF Tyres by

their Friends recommendation.18% customers have purchased MRF Tyres by its

Brand Image.18% customers have purchased MRF Tyres on the basis of

Advertisement. 16% customers have purchased MRF Tyres on their Relatives

recommendation.

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6. The following tables shows the level of satisfaction of customer

need/purpose of purchasing “MRF TYRES”

Response Fully Satisfied Satisfied Dissatisfied Fully dissatisfied

Total

Number OfRespondent(Customers)

46 34 14 6 100

Percentage (%)

46 34 14 6 100

Interpretation:

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The above graph shows that, 46% of people are fully satisfied with the purchase

of MRF tyres.34% of people are just satisfied with the purchase of MRF

tyres.14% of people are dissatisfied with the purchase of MRF tyres.6% of

people are fully satisfied with the purchase of MRF tyres.

7. As compare to other tyres the “MRF TYRES” are rated as below.

A) Price of Tyres

Response Strongly Satisfied

Satisfied Not Satisfied Fully Not Satisfied

Total

Number OfRespondent(Customers)

30 32 20 18 100

Percentage (%)

30 32 20 18 100

Interpretation:

30 % of customers are strongly satisfied with the price of MRF tyres.32 % of

customers are satisfied with the price of MRF tyres.20 % of customers are not 32 | P a g e

satisfied with the price of MRF tyres.18 % of customers are fully not satisfied

with the price of MRF tyres.

B) Quality Of Tyres:

Response Strongly Satisfied

Satisfied Not Satisfied Fully Not Satisfied

Total

Number OfRespondent(Customers)

46 30 16 08 100

Percentage (%)

46 30 16 08 100

Interpretation:

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46% of customers are strongly satisfied with quality of the tyres.30% of

customers are satisfied with quality of the tyres 16% of customers are not

satisfied with quality of the tyres8% of customers are fully not satisfied with

quality of the tyres

C) Durability of Tyres

Response Strongly Satisfied

Satisfied Not Satisfied Fully Not Satisfied

Total

Number OfRespondent(Customers)

46 32 14 08 100

Percentage (%) 46 32 14 08 100

Interpretation:

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46% of customers are strongly satisfied with durability of tyres. 32%of

customers are satisfied with durability or tyres14%of customers are not satisfied

with durability or tyre9%of customers are fully not satisfied with durability of

tyres.

D) Performance Of Tyres:

Response Strongly Satisfied

Satisfied Not Satisfied Fully Not Satisfied

Total

Number OfRespondent(Customers)

42 34 14 10 100

Percentage (%)

42 34 14 10 100

Interpretation:

42%of customers are strongly satisfied with performance of tyres. 35% of

customers are just satisfied with performance of tyres. 14% of customers are not

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satisfied with performance of tyres.9% of customers are fully not satisfied with

performance of tyres.

E) Mileage Of Tyres:

Response Strongly Satisfied

Satisfied Not Satisfied Fully Not Satisfied

Total

Number OfRespondent(Customers)

48 30 14 08 100

Percentage (%)

48 30 14 08 100

Interpretation:

48% of customers are strongly satisfied with the performance of tyres. 30% of

customers are only just satisfied with the performance of tyres. 13% of

customers are not satisfied with the performance of tyres 9% of customers are

fully not satisfied with the performance of tyres.

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10.The following tables show why customer prefers “MRF TYRES”.

Response Quality Price Service Durability Total

Number OfRespondent(Customers)

38 24 16 22 100

Percentage (%)

38 24 16 22 100

Interpretation:

38% customers prefer the MRF tyres due to the good Quality24% customers

prefers the MRF tyres due to the reasonable price. 22% customers prefer the

MRF tyres due to its durability.16 % customers prefers the MRF tyres due to its

service.

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CHAPTER.5

o SUMMARY

o FINDINGS

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o RECOMMENDATION

o BIBLIOGRAPHY

o APPENDIX

Summary

After analyzing the MRF Company’s working capital policy industry groups to

examine the relative relationship between their aggressive/conservative

working capital policies. Regarding the degree of aggressive asset

management, the industries had distinctive and significantly different policies.

In addition, the relative nature of the asset policies between industries

exhibited remarkable stability over the four year study period. Industry policies

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concerning the relative degree of aggressive liability management also were

significantly different, but not to the same extent or with the same stability.

Interestingly, this study also showed a high and significant negative correlation

between industry asset and liability policies. In general, it appears that when

relatively aggressive working capital asset policies are followed they are

balanced by relatively conservative working capital financial policies.The

profitability of MRF companies has a correlation to key raw materials like

rubber and crude which account for approximately 70% of costs. There is a

respite in prices of key raw materials. However, the future remains uncertain.

Liquidity and high interest costs is another area of concern and .the company is

focusing on cost reduction and cost optimization process across the plants.

There is asignificant quantity of data contained with this report where a number

of different conclusions can be drawn. Each of these conclusions should

beconsidered within the context of the data limitations outlined within the report

and the number of MRF sampledand approach taken. A number of statistical

relationships have been identified, but these should be interpretedwith caution

due to the potential inter-relationship between these, in many cases there are a

range of factorsthat appear to correlate with material quality which cannot be

accounted for in the same analysis and therefore a triangulated approach is

required to take an informed view of the actual factors causing this change.

FINDINGS

Out of 100 respondents 87 have their own vehicle and 13 do not have

vehicle.

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57% of respondents have MRF tyres in their present vehicles. 21% have

Good year, 18% have Apollo tyres and 4% have other company tyres in

their vehicles.

42% respondents had purchased tyer from showroom, 23% from

wholesaler on further analysis I found that 29% had buy tyre from

retailer, 4% from mechanic shop and 2% from others.

30% of respondent said that they change their tyres after one year. 34%

which is maximum have said that they change after two years, 26% have

marked on after three years and 10% which is minimum they told that

they change their tyres after four years.

32% of customers have purchased MRF Tyres by their own decision.

16% customers have purchased MRF Tyres by their Friends

recommendation.18% customers have purchased MRF Tyres by its Brand

Image.18% customers have purchased MRF Tyres on the basis of

Advertisement. 16% customers have purchased MRF Tyres on their

Relatives recommendation.

46% of people are fully satisfied with the purchase of MRF tyres. 34% of

people are just satisfied with the purchase of MRF tyres. 14% of people

are dissatisfied with the purchase of MRF tyres. 6% of people are fully

satisfied with the purchase of MRF tyres.

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30 % of customers are strongly satisfied with the price of MRF tyres.32

% of customers are satisfied with the price of MRF tyres.20 % of

customers are not satisfied with the price of MRF tyres.18 % of

customers are fully not satisfied with the price of MRF tyres.

46% of customers are strongly satisfied with quality of the tyres.30% of

customers are satisfied with quality of the tyres 16% of customers are

not satisfied with quality of the tyres 8% of customers are fully not

satisfied with quality of the tyres

46% of customers are strongly satisfied with durability of tyres. 32% of

customers are satisfied with durability or tyres 14%of customers are not

satisfied with durability or tyre 9%of customers are fully not satisfied

with durability of tyres.

42%of customers are strongly satisfied with performance of tyres. 35% of

customers are just satisfied with performance of tyres. 14% of customers

are not satisfied with performance of tyres.9% of customers are fully not

satisfied with performance of tyres.

28% of customers are fully satisfied. 42% of customers are satisfied 16%

of customers are not satisfied 14% of customers are fully not satisfied.

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RECOMMENDATIONS

The company should reduce the price of there products.

Improve the distribution network and make available the products in

needed time of customers.

Company always keeps some prizes and gifts to attract the customers.

The products should advertised in the Regional TV channels and in

leading newspaper must

LIMITATIONS

1. Due to respondents busy schedules, the interests shown by respondents to

answer the questionnaire may be less. This may have resulted in

collecting inaccurate information.

2. Due to time and cost constraint the sample size selected is 100.

3. The selected sample size is small as compared to the total number of

customers. Hence the obtained result may not be accurate as it may not

represent the whole population.

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4. The project is open for further improvement of the work.

BIBLIOGRAPHY

To complete this project I have referred the following books:

The Handbook of Customer Satisfaction and Loyalty Measurement

Customer Satisfaction: The Customer Experience

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Customer Satisfaction Measurement Simplified

www.google.co.in

WWW.WIKIPEDIA.ORG/WIKI/MRFTYRES

WWW.MRFTYRESINDIA.COM

APPENDIX

DEPARTMENT OF COMMERCE & MANAGEMENT SINCE, AURANGABAD

Dear Respondent:

I am a Student Of Maulana Azad College studying in BBA III year. I am required to undertake a project in partial fulfilment of the award of BBA degree.Therefore, I need your help in this regard by filling up this questionnaire. I assure you that response given by you will be kept confidential..

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Customer Satisfaction Survey Of MRF TYRES In Aurangabad city.

RESPECTED Sir/Madam, (Please tick ( ) appropriate answer in the box / space)

1.Customer Introduction:

a. Name : _____________________________________________

b. Address : _____________________________________________

_____________________________________________

c. Occupation / Job: _____________________________________________

2. Do you have vehicle

A: Yes [ ] B: No [ ]

3. What is present fitment you have in your vehicle?

A: MRF [ ] B: Apollo [ ]

C: Good Year [ ] D: Other [ ]

4. From where did you buy it?

A: Showroom [ ] B: Mechanic Shop [ ]

C: Wholesaler [ ] D: Other [ ]

5. Mostly when you change your vehicle tyre?

A: After one year [ ] B: After two year [ ]

C: After three year [ ] D: After four year [ ]

6. Which factors motivated you to purchase “MRF TYRES”?

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A: Friends [ ] B: Brand Image [ ]

C: Advertisement [ ] D: relatives [ ]

E: Self decision [ ]

7. To what extent the “MRF TYRES” has satisfied your purpose / need?

A: Fully Satisfied [ ] B: Satisfied [ ]

C: Dissatisfied [ ] D: Fully Dissatisfied [ ]

8. As compare to other tyres how do you rate the following characteristics of your

“MRF TYRES”

Characteristics Fully Satisfied Satisfied Dissatisfied Fully Dissatisfied

Price

Quality

Durable

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Performance

Mileage

9. Give your valuable suggestions to improve “MRF TYRES”?

A: __________________________________________________

B: __________________________________________________

C: __________________________________________________

THANK YOU

SIGNATURE…

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