project on consumer satisfaction in sireesh auto mobile

Consumer Satisfaction SIREESH AUTO PVT LTD

1.1 GENERAL INTRODUCTION

“CONSUMER SATISFACTION”

Market

Market consists of all the potential customers sharing a particular needs or wants who might

be willing and able to engage in exchange to satisfy that needs or wants.

Meaning of Marketing

Marketing is a comprehensive term and it includes all resources and a set of activities

necessary to direct and facilitate the flow of goods and services from producers to consumers

in the process of distribution

Definition of Customer :Customers can be defined as “ A person, company or other entity

which buys goods and services, produced by another person, company or other entity is

known as a customer “

Meaning of Satisfaction

Satisfaction is the persons feelings of pleasure or disappointment resulting from comparing a

product perceived performance (or outcome) in relation to his or hers expectation. As the

definition makes clear, satisfaction is a function of perceived performances and expectations.

If the performance fall short of expectations, the customer is dissatisfied. If the performance

matches the expectations, the customer is satisfied. If the performance exceeds the

expectations, the customer is highly satisfied or delighted.

Meaning of Customer Satisfaction

Customer satisfaction, a term frequently used in marketing, is a measure of how products and

services supplied by a company meet or surpass customer expectation. Customer satisfaction

is defined as "the number of customers, or percentage of total customers, whose reported

experience with a firm, its products, or its services (ratings) exceeds specified satisfaction

goals."


Importance of Consumer Satisfaction

It’s a leading indicator of consumer repurchase intentions and loyalty:

Customer satisfaction is the best indicator of how likely a customer will make a purchase in

the future. Asking customers to rate their satisfaction on a scale of 1-10 is a good way to see

if they will become repeat customers or even advocates.

It’s a point of differentiation:

In a competitive marketplace where businesses compete for customers; customer satisfaction

is seen as a key differentiator. Businesses who succeed in these cut-throat environments are

the ones that make customer satisfaction a key element of their business strategy.

It reduces customer churn:

An Accenture global customer satisfaction report (2008) found that price is not the main

reason for customer churn; it is actually due to the overall poor quality of customer service.

Customer satisfaction is the metric you can use to reduce customer churn. By measuring and

tracking customer satisfaction you can put new processes in place to increase the overall

quality of your customer service.

It increases customer lifetime value:

Satisfaction plays a significant role in how much revenue a customer generates for your

business.

Successful businesses understand the importance of customer lifetime value (CLV). If you

increase CLV, you increase the returns on your marketing dollar.

It reduces negative word of mouth:

Customer satisfaction is tightly linked to revenue and repeat purchases. What often gets

forgotten is how customer satisfaction negatively impacts your business. It’s one thing to lose

a customer because they were unhappy. It’s another thing completely to lose 20 customers

because of some bad word of mouth.


It’s cheaper to retain customers than acquire new ones: This is probably the most

publicized customer satisfaction statistic out there. It costs six to seven times more to acquire

new customers than it does to retain existing customers.

Factors Affecting Customer Satisfaction

Product

A product is anything that can be offered to a market to satisfy a want or need. Products that

are marketed include physical goods, services, experiences, events, persons, places,

properties, organizations, information’s and ideas. People satisfy their needs and values with

products. The product or offering will be successful if it delivers value and satisfaction to the

target buyers.

Brand

The name, associated with one or more items in the product line that issued to identify the

source or character of the item. A brand is an offering from a known source.

The American marketing association (2002)defines a brand as “A brand is a name , term, sign

,symbol or design or a combination of them, intended to identify the goods or services of one

seller or group of sellers and to differentiate them from those of competitors.”

Quality

Quality is one such aspect that prompts consumers to buy the product again. Quality is

measured in terms of satisfaction obtained, durability, price, availability of the spare parts,

after sale services etc.

Price

It is the marketing mix element that produces revenue for the seller and also determines the

element of satisfaction with respect to consumers. Consumers are more often prompted to

buy those products, which are good in quality and also reasonably priced.


Availability

This is such a crucial factor that supersedes quality and price. This is because no matter how

good a product is and how reasonably it is priced if it is not easily available (to reach the

customers) the product is bound to fall to provide satisfaction to customers. Availability of

products largely influences the demand and supply mechanism to which in turn affects the

pricing strategy too.

After Sales Service

As mentioned before after sales service is one of the determinant factors of consumer

satisfaction. Gone are the days of selling and forgetting the consumers. After sales service is

one of the key aspects expected on the part of dealers/sellers/supplier by the respective

consumers.

Durability

It constitutes a key feature in any product. Once a consumer buys a product he expects the

same to provide the services for a particular period. Durability, a measure of the products

expected operating life under natural or stressful conditions is a value attribute for certain

products. Buyers will generally pay more for vehicles and other house hold appliances that

have a long lasting reputation.

Consumer Psychology

People are more likely to notice stimuli that relate to a current need. E.g.: A person who is

motivated to buy a computer will notice computer ads and he will probably does not notice a

TV ad. After purchasing the computer he would compare the operating level of the computer

with his expectations. If the computer can live up to his expected standards he is more likely

to get the satisfaction. On the contrary if the computer does not live up to his expectations,

his satisfaction level drastically falls down.

In general satisfaction is a person’s feelings of pleasure or disappointment resulting from

comparing a products perceived performance (or outcome) in relation to his or her

expectations.


Purpose:

A business ideally is continually seeking feedback to improve customer satisfaction.

"Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty." Customer satisfaction data are among the most frequently collected indicators of

market perceptions. Their principal used is twofold."

"Within organizations, the collection, analysis and dissemination of these data send a

message about the importance of tending to customers and ensuring that they have a positive

experience with the company‘s goods and services."

Characteristics of Marketing

• It is operational.

• It is customer oriented.

• It is mutuality of benefit.

• It is pro-active to the environment.

• It is value driven.

• It covers both profit and non-profit making organization

Objectives

• Maximize consumption

• Maximize consumer satisfaction

• Maximize choice

• Maximize life quality

• Maximize market share

• Maximize generation of profits

• Maximize creation of goodwill and public image

• Maximize creation of demand


1.2 LITERATURE REVIEW

1. Schiffman and Kanuk

“Customer satisfaction as the individual’s perception of the performance of the product or

service in relation to his or her expectations”

2. Business term

“Customer satisfaction, is a measure of how products and services supplied by a company

meet or surpass customer expectation.”

Customer satisfaction measures how well a firm is able to meet the expectations of

customers. Customer satisfaction is a key concept in marketing, as a firm cannot retain its

customers unless it has highly satisfied customers.

3. Merchant Account Glossary

“Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of

the state of satisfaction will vary from person to person and produce/service to

produce/service”

4. Swan, Trawick, and Carroll (1982)

“Consumer satisfaction is evaluative or cognitive opinion which analyses whether the product

represents a satisfactory or poor result for its end users Evaluative or cognitive opinion

Product results Emotional response towards product.”

5. Churchill and Surprenant, (1982)

“Consumer satisfaction is the conceptual response by the consumer to the purchase and use of

a product which comes from the Comparison of costs and rewards of product relative to

expectations operatively, similar to an attitude because it can be measured as the total

satisfaction from various attribute”

6. Tse and Wilton (1988)

“Consumer response to the evaluation of the perceived difference between expectations and

final result after consumption.”


7. Oliver (1991),

“Consumer satisfaction subsequent evaluative opinion of choice relative to specific purchase

Satisfaction is the consumer’s fulfilment response. It is a judgment that a product or service

feature, or the product of service itself, provided (or is providing) a pleasurable level of

consumption- related fulfilment, including levels of under- or over-fulfilment”

8. Hung (1977),

“Consumer satisfaction is a kind of stepping away from an experience and evaluating it …

One could have a pleasurable experience that caused dissatisfaction because even though it

was pleasurable, it wasn’t as pleasurable as it was supposed to be. So satisfaction /

dissatisfaction isn’t an emotion, it’s the evaluation of the emotion

9. Engel and Blackwell (1982)

Consumer satisfaction is “an evaluation that the chosen alternative is consistent with prior

beliefs with respect to that alternative”

10. Anton (1996)

“customer satisfaction as a state of mind in which the customer’s needs, wants and

expectations throughout the product or service life have been met or exceeded, resulting in

subsequent repurchase and loyalty”.

11. Woodruff and Gardian (1996)

“Consumer Satisfaction, is the evaluation or feeling that results from the disconfirmation

process. It is not the comparison itself (i.e., the disconfirmation process), but it is the

customer’s response to the comparison. Satisfaction has an emotional component.”

12. Westbrook and Reilly (1983)

“consumer satisfaction is an emotional response to the experiences provided by, associated

with particular 32 products or services purchased, retail outlets, or even molar patterns of

behaviour such as shopping and buyer behaviour, as well as the overall market place”


1.3 INTRODUCTION ABOUT AUTOMOBILES INDUSTRY:

History and development of Automobiles also marks the dynamism in technological growth

men have achieved. From the days of horseless carriages to the modern-age self-guided

automobiles that are designed meticulous using cutting-edge technology, we have certainly-

travelled too far. Automobile Industry in India is still in its infancy but growing rapidly.

The opportunities in the automobile industry in India are attracting big names with the big

purse and they are investing vigorously in infrastructure, design and development, and

marketing. Automobile industry in India is today poised for (he big leap and this segment

helps you to be ready for that.

The automobile industry is one of the core industries in India economy, whose prospect is

reflective of the economic resilience of the economy. With the liberalization of the economy.

India has become the playground of major global automobile majors this industry report of

SCOPE MARKETING & INFORMATIONS SOLUTIONS PVT LTD provides extensive

information on the Indian Automobile Industry. The automobile industry in India is gradually

evolving to replicate those of developed countries.

The report focuses on the trends that are emerging in the industry across segments, namely,

passenger cars/multi-utility vehicles, commercial vehicles, two-wheelers and tractors.

The qualitative analysis of the various trends reveals that the industry offers immense scope

even for allied industries and those looking at investing in the auto industry’s a background, a

brief perspective of the global automobile industry across segments has been provided with

comparisons on Indian scenario wherever needed.

It discusses the current scenario in the industry, with detailed look on segmentation,

structure, and supply and demand scenarios. A detailed competitive analysis of the industry

has been provided backed warn comprehensive details on production, sales, exports and

imports over the years, across segments.


The Birth of Automobiles

The history of the automobile actually began about 4,000 years ago when the first

wheel was used for transportation in India. Several Italians recorded designs for wind-driven

vehicles. The first was Guido da Vigevano in 1335. It was a windmill-type drive to gears and

thus to wheels. Vaturio designed a similar vehicle that was also never built. Later Leonardo da

Vinci designed clockwork-driven tricycle with tiller steering and a differential mechanism

between the rear wheels.

In the early 15th century, the 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 the 1600s, small steam-powered engine models were developed, but

it was another century before a full-sized engine-powered vehicle was created.

Although by the mid-15th century the idea of a self-propelled vehicle had been put

into practice with the development of experimental vehicles powered by means of springs,

clockworks, and the wind, Nicolas-Joseph Cugnot of France is considered to have built the

first true automobile 1769. Designed by Cugnot and constructed by M. Brezin, it is also the

first vehicle to move under its own power for which there is a record. Cugnot's three-wheeled

steam-powered vehicle carried four persons and was meant to move artillery pieces. It had a

top speed of a little more than 3.2 km/h (2 mph) and had to stop every 20 minutes to build up

a fresh head of steam.

Evans was the first American who obtained a patent for "a self-propelled carriage."

He, in fact, attempted to create a two-in-one combination of a steam wagon and a flat-

bottomed boat, which didn't receive any attention in those days. During the 1830's, the steam

vehicle had made great advances. But stiff competition from railway companies and crude

legislations in Britain forced the poor steam vehicle gradually out of use on roads. The early

steam-powered vehicles were so heavy that they were only practical on a perfectly flat

surface as strong as iron. A road thus made out of iron rails became the norm for the next

hundred and twenty-five years. The vehicles got bigger and heavier and more powerful and

as such they were eventually capable of pulling a train of many cars filled with freight and

passengers.


Carl Benz and Gotttlieb Daimler, both Germans, share the credit of changing the

transport habits of the world, for their efforts laid the foundation of the great motor industry,

as we know it today. First, Carl Benz invented the petrol engine in 1885 and a year later

Daimler made a car driven by motor of his own design and the rest is history.

Daimler's engine proved to be a great success mainly because of its less weight that could

deliver 1000 rpm and needed only very small and light vehicles to carry them.

France too had joined the motoring scenario by 1890 when two Frenchmen Pan hard and

Levassor began producing vehicles powered by Daimler engine, and Daimler himself,

possessed by the automobile spirit, went on adding new features to his engine. He built the

first V-Twin engine with a glowing platinum tube to explode the cylinder gas-the very

earliest form of sparking plug. The engines were positioned under the seat in most of the

Daimler as well as Benz cars. However, the French duo of Pan hard and Levassor made a

revolutionary contribution when they mounted the engine in the front of the car under a

'bonnet’. For many years after the introduction of automobiles, three kinds of power sources

were in common use: steam engines, gasoline or petrol engines, and electric motors. In 1900,

over 2,300 automobiles were registered in New York, Boston, Massachusetts, and Chicago.

Of these, 1,170 were steam cars, 800 were electric cars, and only 400 were gasoline cars.

In ten years from the invention of the petrol engine, the motorcar had evolved itself into

amazing designs and shapes. By 1898, there were 50 automobile-manufacturing companies in

the United States, a number that rose to 241 by 1908. In that year, Henry Ford revolutionized the

manufacture of automobiles with his assembly-line style of production and brought out the

Model T, a car that was inexpensive, versatile, and easy to maintain. The introduction of the

Model T transformed the automobile from a plaything of the rich to an item that even people

of modest income could afford; by the late 1920s the car was commonplace in modem

industrial nations.

Herbert Austin and William Morris, two different carmakers, introduced mass production

methods of assembly in the UK, thus paving the way for *a revolution in the automobile

industry. Austin Seven was the world's first practical four-seated "baby car' which brought the

pleasures of motoring to many thousands of people who could not buy a larger, more expensive

car. Even the 'bull-nose' Morris with front mounted engine became the well-loved model and

one of the most popular cars in the 1920s.


Automobile manufacturers in the 1930s and 1940s refined and improved on the principles of

Ford and other pioneers. Cars were generally large, and many were still extremely expensive

and luxurious; many of the most collectible cars date from this time. The increased affluence

of tire United States after World War II led to the development of large, petrol-consuming

vehicles, while most companies in Europe made smaller, more fuel-efficient cars. Since the

mid-1970s, the rising cost of fuel has increased the demand for these smaller cars, many of

which have been produced in Japan as well as in Europe and the United States.

Clearly, the consumer is king in a competitive environment. The automobile sector is just

one of several examples of how the consumer as benefited from competition. For decades, the

Indian consumer as paid dearly for our policy maker’s confusion between socialism and

capitalism. The thoughtless policy frame as neither allowed neither efficient producers nor

consumers to get optimum value for their effort or money. The recent price was triggered by

Telco’s Indica is an interesting case study. Let us trace the evolution of the Indian passenger

car industry. Since independence till the early 1980’s there were only to major Indian players.

Hindustan Motors and Premier auto-in the industry. As new players were barred by licensing,

and imports by absurd import duties, these two car manufacturers constituted the oligopoly.

They had neither financial muscle nor any incentive to invest in technology or quality. Little

wonder the Indian consumer had the worst quality of cars in the World. Worse than cars

available even in countries like Nepal, Srilanka or Bangladesh besides the exorbitant duty

structure ensured that ownership was restricted to the super rich the oligopolists were happy

with this situation.

We Indians have been quite happy with its Japanese’s technology. But I realized how poorly

it compared to international cars when a well-built foreign guest of mine, unable to fit himself

in the front seat, remarked, “Is this car or a toy?” All thought that people car was available at

such a low price because of the benevolent pricing our egalitarian government, which holds

the majority stake in the company. Then competition arrived even for the people car (the

competitor, indica, though is yet to hit the roads) and behold, the people car is affordable by

many more.-it is 10-12 percent cheaper. Some other carmakers have slashed prices by

almost25%. The private players plan to sell 10000cars at lower price than the erstwhile

“People’s Car” has brought down prices of models that together sell about 250000 units every

year. In cars, the price reduction is quantifiable and visible. In the past seven years, there

have been hundreds of products where unshackling competition has benefited the consumer.


2.1 COMPANY PROFILE:

NAME OF THE COMPANY : SIREESH AUTO PVT LTD

ADDRESS OF THE COMPANY : HOSUR MAIN ROAD, SILK BOARD

BANGALORE-102

FOUNDER OF THE COMPANY : Mr. D. KUPENDRA REDDY

NO OF EMPLOYEES : 250 EMPLOYEES

INTRODUCTION

SIREESH AUTO LTD is authorized dealer of Mahindra and Mahindra ltd in Bangalore city.

As a faster growing car dealer we are glad to have our precious clients on our interactive

website. They provide huge number of interactive features including online support, test drive

booking, extended warranty service, online enquiry, super gallery, information sharing etc.

SIREESH AUTO PVT LTD, the latest addition to the authorized agency list of Mahindra and

Mahindra commenced operation on April 30th 2006 with the first showroom and service

centre at hosur road with Scorpio and Bolero as the main products and Logan to follow

upon launch by Mahindra and Mahindra .

Mr. Kupendra Reddy, the founder of the company, took up the business as a diversification

from his other business of Infrastructural Development where in many IT parks have built in

Bangalore end leased out to prestigious MNCs and Indian Companies.

Mr. Reddy interest comes from a passion for automobiles and a wish to provide employment

to locals in a big way and have customer care challenge in the retail space which was missing

in the other business enterprise Mr. Reddy currently runs.

Having catered to the myriad demands of MNCs on service level expectations. Mr. Reddy is

confident of re defining customer satisfaction in the automobile industry and SIREESH


AUTO LTD hopes to be the market leader in the automobile in Bangalore delivering the best

of service to its customers.

Sireesh auto family is about 200 strong with specialists in all fields of sales, service, after sale

service etc. and the numbers are expected to grow further with another service centres in

Yalahanka. The desire to have service out lets serve 24/7 and from all strategic points to

facilitate owners get easy access has been addressed by having service centers at Hosur road,

Marathalli and at Yelahanka one half of Bangalore SIREESH AUTO PVT LTD.

Distinction:

SIREESH AUTO PVT LTD., one of the largest authorized dealers for Mahindra & Mahindra

Automotives. Record sales in the first year of operation.

Partners in Progress:

They are the preferred partners of M&M automobiles, chiefly due to our successful sales

record and quality. Our facilities have remained unsurpassed, as we strive every day to better

our self.

Sireesh Auto Private Limited., the addition to the Authorised Agency list of Mahindra &

Mahindra commenced operations on April 30th 2006 with the first SHOW ROOM and

SERVICE CENTRE at Hosur road with Scorpio and Bolero as the main products and

LOGAN to follow upon Launch by Mahindra & Mahindra.

A year and a half into the dealership business, Sireesh Auto now has 2 Show rooms and

three workshops to cater to the needs of the Mahindra & Mahindra customers.

Mr Kupendra Reddy, the promoter of the company, took up the business as a diversification

from his other business of Infrastructure Development wherein many IT Parks have been

built in Bangalore and leased out to prestigious MNCs and Indian Companies.

Mr Kupendra Reddy‘s interest comes from a passion for automobiles and a wish to provide

employment to locals in a big way and have a customer care challenge in the retail space

which was missing in the other business enterprises Mr Kupendra Reddy currently runs.

Having catered to the myriad demands of the MNCs on service level expectations, Mr.

Kupendra Reddy is confident of re defining customer satisfaction in the automobile industry


and SIREESH AUTO (PVT) LTD hopes to be the market leader in the automobile business

in Bangalore delivering the best of service to its customers.

Sireesh Auto family is about 250 strong now with specialists in all fields of Sales, Service,

After sales Service Etc., and the numbers are expected to grow further with another service

centre to be opened shortly in Yelahanka. The desire to have service out lets serve 24/7 and

from all strategic points to facilitate Scorpio and Logan owners get easy access has been

addressed by having service centres at Hosur Road, Marathalli and at Yelahanka covering

one half of Bangalore.

Commanding Presence:

Sireesh Auto Pvt Ltd. is a centralized air-conditioned showroom of M&M automotive in

Bangalore, spread gracefully and decorated elegantly over an impressive 8100 sq.ft at

Yelahanka, Being equipped with affable front office staff and adept professional technicians,

Provide a perfect of quality Service and Reliability.

Space Friendly:

The interiors are aimed at making you feel completely at ease, in luxury. Because for us

customer is the king, one who deserves a regal offering. The setting is apt for times when you

need to switch into a relaxed state of mind.

Technology to Stay Ahead:

They are equipped with the latest technological advancement in the industry, in order to give

the best of services when it matters. Not just to be part of, but to build the future, is our

motto.

Service with Commitment:

Their dedicated team of mechanical specialty offers expert treatment for your vehicle. We

ensure consistency in performance each time, without fail.

Attention to Details:

Sireesh auto provide genuine spare parts and accessories to ensure exceptional performance.

Every single aspect related to your vehicle is taken care of at our premises.


Dealing Made Convenient:

It is a part of our commitment policy to give advantage to the customer at every juncture. We

offer assistance of every kind at our premises itself, which makes it a one stop facility.

Expert Guidance at Every Step:

Their sales team gives utmost priority to your satisfaction. When you need help to make the

right choice, it is ensured that the result is beyond your expectations. Thus making it a point

that you get the best in both luxury and comfort always.

Models: Mahindra & Mahindra has been launching various type of MUVs and cars from the

year of 1945, keeping in mind the quality, design, driving, comfort, fuel efficiency, and

service and resale value. These from a formidable force that gives our customers the pride

and the joy of value forever. What drives M&M is

• Commitment

• Leadership

• Any an eye for appropriate technology.

Since 1945, when M&M first began manufacturing MUVs & LCVs, M&M have been

engaged in a single-minded endeavour to bring you cars that only state-of-the-art, but are also

some of the most environment friendly vehicles in this world-a reflection of our commitment

and care, for better environment.

At the heart of every M&M is a unique engineering and an optimal mix of power and

economy.

All this is supported by M&M nation – wide dealership network and automated workshop

that provide excellent after sale service

The company has constantly exploring new opportunity to define the shape to tomorrow‘s

driving technology.


2.2 COMPANY HIERARCHY

FOUNDER

Mr. D KUPENDRA REDDY

Before Worked at Gayathri developers

His others business include IT parks have built in Bangalore end leased out to

prestigious MNC”s and Indian companies.

DIRECTOR HR DEPARTMENT

Mr NAGESH (Director)

Before worked at Gayathri

developers(sireesh)

From 1991

And from 2007 working as Director in

Mahindra (in Sireesh Auto).

Anapoorna Subramanyaa

From 2011

Manager-HR

From 1997 working as Director

in sireesh auto

SPARES

DEPARTMENT

ACCESSORIES

DEPARTMENT

SERVICE

DEPARTMENT

SALES

DEPARTMENT

Mr. Yogesh

( Manager)

Mr.Sanjaydutt

(General Manager)

Mr. Praveen

(Manager)

Mr. Lawarence

(Ass. Manager)

Mr. Prasad

(Manager)

Mr. Satish

(Ass. Manager)

Mr.Chandrasekhar

(manager)


2.3 VISION AND MISSION

Vision

The vision of the company is to be the “Leading independent player in the global gears and

Tran.”

Mission

The mission of the company is “To create India's largest automobile and automobile-related

products distribution network by providing dealers and customers with the largest choice of

unique world-class products and services.”

2.4 PRODUCT AVAILABLE AT SIREESH AUTO PVT LTD:

Products

Sireesh auto products include:

•Ssangyong Rexton:

Ssangyong Rexton Ex-showroom Prices (in Rs.) RX5 RX6 RX7

Bangalore 20,35,257 22,46,473 23,80,387


This powerful SUV offers the best combination of performance, fuel economy, comfort,

versatility, and safety.

A host of advanced features like the 8-way electrically adjustable driver's seat with memory

settings, touch-screen infotainment system with maps, sunroof, automatic climate control,

rain sensors and auto headlamps make your journey comfortable.

The 5-speed Electronic automatic transmission provides smooth and quiet operation coupled

with high performance and fuel efficiency. Safety features include a rear obstacle warning

system, panic alarm, and an immobilizer that prevents illegal reproduction of your key.

• New Age XUV 500:

Price starts from 11.29 lakhs , The XUV 500 knows no boundaries. Designed with inputs

from customers across the world, it is unmatched in terms of style, performance, technology,

safety and comfort – a truly complete driving experience. Bold muscular lines combined with

a range of first-in-class technologies make for an automobile that’s equal parts ferocity and

sophistication.


Beneath the skin lie a host of first-in-class features. Plush all-leather interiors, 6 way power

adjustable seats, reverse parking assist and more– there’s a long list of features that allow you

to travel in style and comfort whether you’re on paved roads or out in the wilderness. The

XUV 500 boasts a range of integrated digital systems to make the driving experience

complete. A fully loaded GPS navigation system consisting of over 1.5 million kilometres of

road across 1200 cities and an inclusive Driver Information System that diligently reports all

of the vehicle’s vital information in real time are just two of the XUV 500’s impressive

features.

• Quanto:

Designed for the modern family, the Mahindra Quanto fuses the convenience and practicality

of a hatchback, with the space and comfort of an SUV.

The Priceof this car is between 5.99 to7.57 lakhs .A new breed of compact SUV, the Quanto

is the only vehicle with 5 + 2 seating in the sub-4m category giving it best-in-class interior

space. Need a bigger boot? The 5+2 seating is adaptable to the varying needs of the modern

family, and the third row of seats folds to make more space than ever before.


• Scorpio:

When we designed the Scorpio (known in Europe as the Goa) we started with a clean sheet of

paper and just one thing in mind — our customers. Your needs became its features, and your

destinations its motivation.

For example, the Scorpio is built around a sophisticated all-original frame that is rugged yet

forgiving. That gives you the flexibility to take Scorpio anywhere — from urban alleyways to

glass-smooth highways to boulder-strewn trails — in confidence and comfort.

Your Scorpio can be equipped with a range of engines, from our highly efficient Micro

Hybrid to India’s burliest diesel power plant. You’ll smile when you press the accelerator to

pass another vehicle and grin when you pull away from the fuel pump — it’ll be quite some

time before you’re back there again.

The whole package is wrapped in the Scorpio’s unmistakably muscular styling. The

prominent grille and bulging fenders give the Scorpio a dominating presence, and its upright

stance means you tower over the road ahead.


• Xylo:

Price – 7.8 to 11.6 lakhs. The new Xylo is a sleek multi-utility vehicle (MUV) that offers tons

of space, style and features. The front look is characterized by elegant new chrome

highlights, a contoured bumper with sporty air dams, stylized headlamps and a spirited grille

– all embodiments of signature Mahindra styling. Powered by the legendary mHawk engine,

with best-in-class 120 PS power & 280 Nm torque at your command, you can count on a

powerful drive even with 8 passengers.

The Xylo comes with a host of fabulous features making it one of the most feature-rich

MUVs on Indian roads today.

The Xylo comes with the best in safety features. Dual Airbags & ABS with EBD ensure you

travel with your loved ones with complete peace of mind. Speaking of peace of mind, the

Xylo comes with a segment-leading 3 years/100000 kms warranty making it a well-rounded

package.


• Verito:

The new look Verito has always been the sedan of choice for people who value substance.

Bold straight lines combined with subtle curves give the car an elegant look. At the heart of

this vehicle are the world-renowned 1.5 litre dCi and 1.4 litre MPFi engines renowned for

their excellent mileage. When it comes to on-road performance, the Verito’s responsive

power steering, high ground-clearance and well-tuned suspension give passengers a ride

quality that’s unmatched. But perhaps the Verito's biggest strength lies on the inside. It comes

with class-leading cabin space with the widest rear-seat in its class, offering all three rear

passengers unmatched space and comfort.

The Verito Vibe, derived from the Verito sedan, is a sporty compact sedan with a large boot

of 330 litres. The Vibe retains the sedans inherent strengths - class leading space, high

ground-clearance, and a well-tuned suspension that does not compromise on comfort or

performance. In addition the Vibe comes with distinctive features such as the first-in-class

LED Light Streaming Tail Lamps, champagne alloy wheels and carbon-finished front grille.

Visit the Verito website to learn more.


• Bolero:

Creating the Bolero meant challenging the existing perception of utility vehicles (UVs).

Because of their toughness, the common perception is that UVs lack comfort and style. With

the Bolero, we strive to deliver the ruggedness people expect in a UV with the driving

pleasure of a car, answering the need for function with style.

The new Bolero isn't just an SUV. It's a feature-rich, adrenaline pumping driving experience.

Combining advancements like the new m2DiCR engine, Micro Hybrid technology (available

only in ZLX-BS4) and Voice Messaging System with masculine exteriors and comfortable

interiors including an advanced digital display, the Bolero has everything you need to take on

any road the country has to offer. Choose from the exciting range of variants that suits your

requirement.


• THAR:

In a way, the Thar has been more than 60 years in the making. Mahindra built its first utility

vehicle in 1947, when it assembled completely knocked down (CKD) jeeps in India. Rough,

uncertain driving conditions across the country led Mahindra to design its own powerful,

handle-anything UV—the MM540.

The Thar celebrates this rich heritage by sharing the MM540’s iconic original frame. But

under the hood, it’s a different beast. Its turbocharged intercooled NEF CRDe Euro IV

engine devours the roughest terrain. Ground clearance of 200mm and extreme approach and

departure angles mean the Thar can climb over anything. And its classic body on frame

chassis is virtually indestructible.

A striking collector’s item, the Thar connects Mahindra’s past and future, paying homage to

history and pushing forward the boundaries of modern technology.


• E20:

The e2o electric car delivers an astonishing driving experience. No noise. No gears. No

tailpipe. No petrol. No emissions.

Designed for urban use, this electric car brings clean transportation options to any lifestyle.

You can carve through city traffic easily, the green way. We’ll even send you monthly

updates on your carbon consumption with tips on how to drive more efficiently.

Striking, convenient, and comfortable, the e2o is the successor to the REVA (known in the

UK as the G-Wiz) which was amongst the world’s best-selling electric vehicles. With

seating for four adults and two children, it presents a convenient transportation solution and is

perfect for city driving. It operates with maintenance free Lithium-ion batteries delivering

120 km per charge, and reaching a top speed of over 81 km/h.


Service Offered:

Six Service and paid service after sale of Cars.

• Free check-ups campaigns

• Finance through bank

• Demonstration for new products

• Acceptance of warranty claims

• Accident repairs

Working Time:

Working hours in Sireesh Auto Pvt Ltd.are 12 hours per day starting from 08:30 am to

7:30pm with one-hour break for lunch and 15 minutes for evening tea and coffee.

Promotional activities

The promotional activities adopted by Sireesh Auto Pvt. Ltd., are

Test Driving

Free Driving

Hoarding

Discounts

Advertisement in Newspaper and magazines

Gift Schemes

Free Services

Mileage Contents

Promotional expenses have been borne by both Sireesh Auto Pvt Ltd.and M&M, shares in

advertisement cost.

AREAS OF OPERATION

Sireesh Auto Ltd has operation in Bangalore city but not in any other place in the nation.

Being a newly established firm, Sireesh has limited its operations only into Bangalore city. It

has four different in the city where two branches has both sales and services facility for

Mahindra and Mahindra vehicles, where as one branch has only a sales activity and the final

one has only service facilities provided.


2.5 DEPARTMENTAL STUDIES

A) Human Resource

1) Clinical Operations: Works strategically and jointly with the company and its employees

to enhance the health and safety of each employee, continuously improving acceptable

standards related to health and maximizing value in all health-related matters.

2) Corporate Travel: Provides affordable and high-quality travel and event services to all

Mahindra activities worldwide. We make use of well-defined processes, technical tools,

and skills.

3) Global Security & Fire: Provides the highest level of safety and security to employees by

developing and implementing global security strategies, standards and polices to

minimize risk.

4) Compensation & Benefits: Provides high quality compensation, benefit products and

services that enable employees to attain physical and financial well-being.

5) HR Business Operations: Strategically partners with operations to diagnose the needs of

salaried employees and deliver solutions that align with business goals. We also facilitate

implementation of Mahindra people cycle plan.

6) HR Labour Operations and Labour Affairs: Strategically partners with Operations to drive

business results through effective handling of union relations matters that impact plant

operations. Engages in joint problem resolution with unions at the local, regional, and

International levels. Leads the National negotiations’ process.

7) Learning & Development: Builds world-class functional, technical and leadership

capability across the globe. We align learning solutions with business needs by using strong

processes, partnerships and competencies. We help develop employees by finding the right

solution at the right time, including informal, formal and blended learning methods.

8) Occupational Health & Safety: Maintains functional responsibility for occupational health

and safety matters, including the development of policies, procedures, standards and systems

to protect employee health and safety.


B) Finance

1) Product Development Finance: Includes product cost, engineering resources and vehicle

line profits.

2) Marketing and Sales Finance: Includes pricing, incentives, sales analysis and

production scheduling.

3) Purchasing: Includes commodity analysis, material cost analysis and supplier

risk management.

4) Mahindra Credit: Includes credit and residual risk assessment, pricing, operating costs,

borrowing cost analysis, profit analysis and SEC reporting.

5) Treasury: Includes cash management, capital funding, and foreign exchange and

investor relations.

6) Manufacturing Finance: Includes plant labour and overhead, investment decisions

and sourcing.

7) Customer Service Division Finance: Includes parts and service pricing, parts logistics

operations and warranties.

8) Corporate Staffs: Includes accounting, profit analysis, cash management, employee

benefits and finance systems and processes.


Marketing

1) Field Operations: Responsible for the development, communication and general

management of the field’s workload and priorities for Mahindra Sales. They are also

responsible for working with all corporate business owners. To do so, Mahindra

communicate with the dealer network and field team to manage specific marketing, sales and

service initiatives.

2) Mahindra Marketing: Represents the voice of the customer in all product marketing efforts

and provides proper analysis to ensure a high rate of return on investment in all consumer-

facing marketing efforts.

3) Mahindra Sales: As the face of the company, the sales divisions have responsibility for

cascading vehicle production schedules and maintaining consistency in national and

local advertising.

4) Mahindra Customer Service Division: Provides all levels of customer and dealer support.

Our multi-faceted organization aims to provide an outstanding customer ownership

experience that leads to customer loyalty, vehicle repurchase and additional sales of parts,

accessories and services.

5) Global Marketing Sales and Service: Responsible for global strategic product, volume,

fixed marketing, consumer experience and retail planning operations.


2.6 SWOT ANALYSIS OF SIREESH AUTO PVT LTD

Strengths

• Domestic market is large

• Government provides monetary assistance for manufacturing units

• Reduced labour cost

Weakness

• Infrastructural setbacks

• Low productivity

• Too many taxes levied by government increase the cost of production

• Low investment in research and development

OPPORTUNITIES

• Rural demand is rising

• Income level is at a constant increase

THREATS

• Increasing rates of interest

• Too much competition

• Rising cost of raw materials


3.1 TITLE OF THE STUDY

“A Study on Consumer Satisfaction towards XUV500 by Mahindra and Mahindra in Sireesh

Auto pvt ltd.”

BACKGROUND OF THE STUDY

Consumer satisfaction with a product presumably leads to repeat purchases, acceptance of

other products in the same product line , and favourable word of mouth publicity. Therefore

knowledge about factors affecting customer satisfaction is essential to marketers.

Sireesh auto has always been a customer –centric company. There is a need to establish a

customer satisfaction for each and every organization.

The reviews which we get as feedback which need to be included if the customer satisfaction

is going to add value to the organizations product.

Many companies are aiming for high satisfaction because customers who are just satisfied

still find it easy to switch when a better offer comes along.

Those who are highly satisfied are much less ready to switch. High satisfaction or delight

creates an emotional bond with the brand, not just the rational preference. The result is high

customer loyalty. Thus a company believes that a very satisfied or delighted customer is

worth ten

Competition: The new age XUV500 is the most valuable product from Mahindra. Loaded

with new and improved technologies, the car is an absolute beast for SUV lovers. At present

it gives tough competition to Renault Duster, Nissan Terrano and Tata Safari Storme. The

bolstered version will make its position stronger in the market.


3.2 STATEMENT OF THE PROBLEM

Marketing plays an important role in the future developments of any company; therefore here

we look at the consumer satisfaction towards the passenger car segment of Mahindra and

Mahindra and the various aspects that have helped them to satisfy the customers.

People have diversified through and characteristics in automobile sector, industry play a

predominant role in economic growth of the country. The study also helps to obtain

suggestions and improvement of product and service and it also helps in finding out the

satisfaction level of consumers. Secondly, it also helps in knowing consumers taste and

preferences before and after purchase of the car.

The study was conducted to evaluate the performance and market standing of the car

XUV500.

3.3 NEED OF THE STUDY

The study is made at SIREESH AUTO pvt ltd and its customers. The study helps in knowing

the buying prospects of XUV500 and also helps in knowing the satisfaction level regarding

the product, price, luxury, mileage etc.

The area of scope is limited to the segment selected within Bangalore.

Further the scope is narrowed down only to the study of the identified segments. The result

drawn from this study is expected to benefit the dealers and the company.


3.4 LIMITATIONS OF THE STUDY

The study has certain limitations under which it was carried out. These limitations are as

follows:

• The research work is restricted to Bangalore only.

• This research does not cover the whole market of Bangalore.

• Sample size was confined to 44 respondents.

• The information executed by the respondents may or may not be true because

some respondents may not provide correct information.

3.5 OBJECTIVES OF THE STUDY

1. To find out the consumers awareness about XUV500.

2. To find out the factors that influences customer’s decision to choose M&M.

3. To study the various strategies used by M&M to build their brand image.

4. To know whether the customers are satisfied with the existing features of XUV500 of

M&M.

5. To find out the level of satisfaction among the customers with regard to service

provided by M&M.

6. To give suggestions to improve the level of consumer satisfaction.

7. To analyse the consumers opinion of various aspects of M&M’s XUV500.


3.6 TYPE OF RESEARCH

Descriptive Research

STEPS in the descriptive research:

Statement of the problem

Identification of information needed to solve the problem

Selection or development of instruments for gathering the information

Identification of target population and determination of sampling Plan.

Design of procedure for information collection

Collection of information

Analysis of information

Generalizations and/or predictions.

3.7 SAMPLING TECHNIQUE

CONVENIENCE SAMPLING- Is a non-probability sampling. It means selecting sample

units in a just “hit and miss” fashion, example interviewing people whom you happen to

meet.

SIMPLE RANDOM SAMPLING-The list of sampling units from which a sample is taken is

called the sampling frame.

SAMPLING DESIGN

Sampling Method- Simple random sampling, a conveniences sampling method was used to

select respondents to conduct the study.


3.8 SAMPLE SIZE, SAMPLE DESCRIPTION

Sample size

I have targeted 44 people with the help of questionnaire for the purpose of the research. The

target population influences the sample size. The target population represents the Bangalore

region.

Sample description

All aged group of customers and income groups were targeted.

3.9 RESEARCH INSTRUMENT

Questionnaire:

A questionnaire is a research instrument consisting of a series of questions and other prompts

for the purpose of gathering information from respondents. Although they are often designed

for statistical analysis of the responses, this is not always the case. The questionnaire was

invented by Sir Francis Galton.

Data Collection

Data collection took place with the help of filling of questionnaires. The questionnaire

method has come to the more widely used and economical means of data collection. The

common factor in all varieties of the questionnaire method is this reliance on verbal

responses to questions, written or oral. I found it essential to make sure the questionnaire was

easy to read and understand to all spectrums of people in the sample. It was also important as

researcher to respect the samples time and energy hence the questionnaire was designed in

such a way, that its administration would not exceed 4-5 mins.

The first hand information was collected by making the people fill the questionnaires. The

primary data collected by directly interacting with the people. The respondents were

contacted at showrooms .The data was collected by interacting with 44 respondents who

filled the questionnaires and gave me the required necessary information.

https://en.wikipedia.org/wiki/Research

https://en.wikipedia.org/wiki/Question

https://en.wikipedia.org/wiki/Information

https://en.wikipedia.org/wiki/Statistics

https://en.wikipedia.org/wiki/Francis_Galton


3.10 RESEARCH METHODOLOGY

Source of Data Collection-The information relevant for the study was drawn from secondary

data, which alone was not sufficient. The primary data was collected using a questionnaire. A

questionnaire was designed for this purpose.

Plan of Analysis-The Raw data has been tabulated with the help of a table. From the table’s

concept, analysis and Interpretations are drawn which in this was used for interpretation and

charts are prepared.

Research Process

The research process has four distinct yet interrelated steps for research analysis

It has a logical and hierarchical ordering:

Determination of information research problem.

Development of appropriate research design.

Execution of research design.

Communication of results.

3.11TOOLS OF THE STUDY

1. Primary Data- Is the information that you collected specifically for the purpose of your

research project.an advantage of primary data is that it is specifically tailored to your research

needs. A disadvantage is that it is expensive to obtain.

Source of data collection-The primary data was collected using a questionnaire. A

questionnaire was designed for this purpose

2. Secondary Data – Secondary data is “the data collected by someone other than the user

.common source of secondary data for social science include censuses, organisational records

and the data collected through qualitative research”


PLAN OF ANALYSIS

• Raw primary data has been collected with the help of questionnaire. The Raw data has

been tabulated with the help of table. From the tables, analysis and Interpretations are

drawn which in this was used for interpretation. Based on this charts were prepared

for better pictorial understanding of the study. From the set of inferences and

interpretation, conclusion has been drawn which is followed by suggestions, keeping

the objectives in mind throughout the study.

• From the set of inferences and interpretation, conclusion have been drawn which is

followed by suggestions, keeping the objectives in mind throughout the study.


4. ANALYSIS AND INTERPRETATION OF DATA

TABLE NO: 4.1

Table showing the satisfaction level of consumers with the purchase of the car.

ANALYSIS: The table gives the information about the satisfaction level with the purchase of

the car XUV500. In this table it shows that 9% of the respondents are highly satisfied, 71% of

the respondents are satisfied, 18% of respondents are neutral and 2% are dissatisfied.

INTERPRETATION:

From the above graph we can infer that most of the consumers are satisfied with the purchase

of the car XUV500 by M&M

9%

71

%

18

%

2%

0%

20%

40%

60%

80%

H I G H L Y S A T IS FI ED S A T I S F I ED N E U T R A L D I S S A T IS FI ED

1 2 3 4

SATI SFACTI ON LEVEL OF CONSUMER ON X UV 500

PERCENTAGE

SL no OPTIONS

NO OF

RESPONDENTS PERCENTAGE

1

HIGHLY

SATISFIED 4 9%

2 SATISFIED 31 71%

3 NEUTRAL 8 18%

4 DISSATISFIED 1 2%

TOTAL 44


TABLE NO: 4.2

Table showing the consumers source of awareness of the car xuv500

SL NO OPTIONS

NO OF


1 ADVERTISEMENTS 15 34%

2 DEALERS 7 16%

3 FRIENDS&RELATIVES 16 36%

4 SHOWROOM 6 14%

TOTAL 44 100%

ANALYSIS: The table gives the information about the awareness of the car XUV500. In

this table it shows that 34% of the respondents are aware because of advertisements, 16%

through dealers, 36% through friends and relatives and 14% through showroom.

INTERPRETATION: From the above graph we can infer that most of the consumers were

aware of the car XUV500 by friends and relatives i.e. word of mouth and through

advertisement. It shows that the car xuv500 has a good feedback among the consumers.

14%

0%

5%

10%

15%

20%

25%

30%

35%

40%

PERCENTAGE

1 ADVERTISEMENTS 2 DEALERS 3 FRIENDS&RELATIVES 4 SHOWROOM

SOURCE OF AWARENESS OF THE CAR


TABLE NO: 4.3

Table showing if the M&M advertisement is appropriate for the car

SL NO OPTIONS

NO OF


1 YES 18 41%

2 PARTIALLY 23 52%

3 NO 0 0%

4 NOT SURE 3 7%

TOTAL 44 100%

ANALYSIS: The table gives the information about the M&M advertisement apt for the car

XUV500. In this table it shows that 41% feel it is apt, 52% feel it’s partially apt, 0% feel it is

not apt and 7% are not sure whether it is appropriate.

INTERPRETATION: From the above graph we can infer that most of the consumers were

aware of the car through advertisements but they feel that the advertisement which M&M

made was partially appropriate and should improve on their advertisements.

0

5

10

15

20

25

YES

PARTIALLY

NO

NOT SURE

41 %

52 %

0 %

7 %

PERCENTAGES

M&M ADVERTISEMENT APT FOR THE CAR XUV 500


TABLE NO: 4.4

Table showing the factors influencing the customers to purchase XUV 500.

PERFORMA

NCE

COMFORT LOOKS MAINTAINC

E

PRICE

RANKING

NO OF RSPOND

ENTS %

NO OF RSPOND

ENTS %

NO OF RESPOND

ENTS %

NO OF RRSPOND

ENTS %

NO OF RESPOND

ENTS %

1 14 32% 3 6% 5

12% 5

12% 16

365%

2 11 25% 6 14% 9

20% 11

25% 10

23%

3 4 9% 11 25% 14 32% 9

20% 2 5%

4 9 20% 13 30% 9

20% 8

18% 8

18%

5 6 14% 11 25% 7

16% 11

25% 8

18%

TOTAL 44

100% 44

100% 44

100% 44

100% 44

100%

ANALYSIS: The table gives the information about the factors influencing the customers to

purchase XUV 500. In this table it shows that 32% of the respondents have given rank 1 to

performance, 25% of the respondents have given rank 2, 9% of the respondents have given

rank 3, 20% of the respondents have given rank 4, 14% of the respondents have given rank 5.

Whereas 6% of the respondents have given rank 1 to comfort, 14% of the respondents have

given rank 2, 25% of the respondents have given rank 3, 30% of the respondents have given

rank 4, 25% of the respondents have given rank 5.

It also shows 12% of the respondents have given rank 1 to looks, 20% of the respondents

have given rank 2, 32% of the respondents have given rank 3, 20% of the respondents have

given rank 4, 16% of the respondents have given rank 5.

There as 12% of the respondents have given rank 1 to maintenance, 25% of the respondents

have given rank 2, 20% of the respondents have given rank 3, 18% of the respondents have

given rank 4, 25% of the respondents have given rank 5.


Therefore 36% of the respondents have given rank 1 to price, 23% of the respondents have

given rank 2, 5% of the respondents have given rank 3, 18% of the respondents have given

rank 4, 18% of the respondents have given rank 5.

GRAPH NO: 4.4

INTERPRETATION:

From the above graph we can infer that majority of the respondents have ranked 1 for

performance, rank 2 for comfort and maintenance, rank 3 for looks, rank 4 for comfort, rank

5 for comfort and maintenance. This shows that the respondents are more happy with the

performance, comfort and maintenance.

0

2

4

6

8

10

12

14

16

FACTORS INFLUENCING CUSTOMERS TO PURCHASE XUV 500

RANKINGS

1

2

3

4

5


TABLE: 4. 5

Table showing if the consumers were offered a test drive by M&M.

SL NO OPTIONS NO OF RESPONDENTS PERCENTAGE

1 YES 40 91%

2 NO 4 9%

TOTAL 44 100%

ANALYSIS:

The table gives the information weather the consumers were offered a test drive. In this table

it shows that 91% of the respondents were offered a test drive and 9% of the respondents

were not offered a test drive.

INTERPRETATION:

From the above graph we can infer that most of the consumers were offered a test drive.

YES

91 %

NO

9 %

OFFERED A TEST DRIVE


TABLE NO: 4.5.b

Table showing the satisfaction level of consumers with the test drive given by M&M.

ANALYSIS: The table gives the information about the satisfaction level of consumers with

the test drive given by M&M. In this table it shows that 20% of respondents are highly

satisfied, 59% are satisfied, 11% are neutral and 9% are dissatisfied.

INTERPRETATION: From the above graph we can infer that most of the consumers are

satisfied with the test drive given by M&M. We have seen in the previous graph that 75% of

the consumers have been given a test drive but only 20% are highly satisfied and 59% are

satisfied with the test drive. So M&M should take an effort to increase their test drive

services given to the consumers.

20%

59%

11% 9%

0%

20%

40%

60%

80%

HIGHLY SATISFIED SATISFIED NEUTRAL DISSATISFIED

1 2 3 4

SATISFACTION LEVEL AFTER TEST DRIVE

PERCENTAGE

SL NO OPTIONS

NO OF


1

HIGHLY

SATISFIED 9 20%

2 SATISFIED 26 59%

3 NEUTRAL 5 11%

4 DISSATISFIED 4 9%

TOTAL 44 100%


TABLE NO: 4.6

Table showing the fuel consumption of the car XUV500.

SL NO OPTIONS

NO OF

RSPONDENTS PERCENTAGE

1 EXCELLENT 0 0%

2 GOOD 30 68%

3 AVERAGE 12 27%

4 POOR 2 5%

TOTAL 44 100%

ANALYSIS: The table gives the information about the fuel consumption of the car XUV500.

In this table it shows that 0% of respondents feel its excellent, 68% of the respondents feel its

good, 27% of the respondents feel its average and 5% of respondents feel its poor.

INTERPRETATION: From the above graph we can infer that 68% of the respondents feel

that the fuel consumption is good. It shows that the XUV500 gives a good mileage.

%

0

30 %

12 %

2 %

0

5

10

15

20

25

30

35

EXCELLENT

GOOD AVERAGE

POOR

RESPONDENTS

FUEL CONSUMPTION


TABLE NO: 4.7

Table showing the improvement in XUV 500 desired by the consumers.

ANALYSIS: The table gives the information about the improvement that the consumers

need inXUV500. In this table it shows that 41% needs improvement in mileage of the car,

18% needs in price, 14% needs improvement in appearance,20% needs in maintenance, and

7% needs improvement in others.

INTERPRETATION: From the above graph we can infer that most of the consumers need

improvement in mileage of the car XUV 500. In the previous graph (i.e. graph 8) we can see

that the consumers feel the fuel consumption is good but 0% of the respondents feel it’s

excellent. It shows that consumers are satisfied with the fuel consumption but needs more

improvement.

SL NO OPTIONS

NO OF


1 MORE MILEAGE 18 41%

2 PRICE 8 18%

3 APPEARANCE 6 14%

4 MAINTAINANCE 9 20%

5 OTHERS 3 7%

TOTAL 44 100%

0

2

4

6

8

10

12

14

16

18

20

0

1

2

3

4

5 6

7

RESPONDENTS

IMPROVEMENT


TABLE NO: 4. 8

Table showing the opinion of respondents when comparing XUV500 with other cars.

SL NO OPTIONS

NO OF


1 EXCELLENT 6 14%

2 GOOD 33 75%

3 AVERAGE 4 9%

4 POOR 1 2%

TOTAL 44 100%

ANALYSIS: The table gives the information about the comparison of XUV500 with other

cars. In this table it shows that 14% of respondents feel it’s excellent, 75% of respondents

feel its good, 9% of respondents feel its average and 2% of respondents feel its poor.

INTERPRETATION: From the above graph we can infer that most of the consumers feel

that XUV500 is good car when compared to other SUV cars because the consumers are

happy with the outlook of the car , the fuel consumption etc.

Series1

0

10

20

30

40

EXCELLENT

GOOD

AVERAGE

POOR

6

33

4 1

OPINIONS OF RESPONDENTS WHEN

COMPARED TO OTHER CARS

Series1


TABLE NO: 4.9

Table showing the consumers for choosing the brand XUV500.

SL NO OPTIONS

NO OF


1 PRICE 7 16%

2 SERVICE 24 55%

3 ADVERTISEMENTS/PROMTIONS 13 29%

4 OTHERS 0 0%

TOTAL 44 100%

ANALYSIS: The table gives the information about the consumers choosing the brand

XUV500. In this table it shows that 16% of respondents choose because of price, 55% choose

for the service, 29% choose because of advertisements/promotions.

INTERPRETATION: From the above graph we can infer that most of the consumers have

chosen the brand because of the service. It shows that the service given by M&M and with

Sireesh Auto pvt ltd is excellent in providing same to the consumers. Price and promotion

does not play a major role in choosing a brand.

1 PRICE16%

2 SERVICE55%

3 ADVERTISEMENTS/PR

OMTIONS29%

4 OTHERS0%

BRAND PREFERENCE

1 PRICE 2 SERVICE 3 ADVERTISEMENTS/PROMTIONS 4 OTHERS


TABLE NO: 4.10

Table showing if the brand of the car really matter for the purchase of the car.

SL NO OPTIONS NO OF


1 YES 30 68%

2 NOT

REALLY 12 27%

3 NO 0 0%

4 DEPENDS 2 5%

TOTAL 44 100%

ANALYSIS: The table gives the information about the importance of brand while purchasing

the car. In this table it shows that 68% of respondents feel its really important, 27% of

respondents feel it’s not really required, 0% of respondents feel its not important and 5% fell

its depends.


that the brand of the car matters for the purchasing of a car. It shows that the consumers are

brand conscious and quality conscious.

0

5

10

15

20

25

30

YES

NOT

REALLY NO

DEPENDS

68 %

27 %

0 %

5 %

RESPONDENTS

BRAND OF THE CAR REALLY MATTER


TABLE NO: 4.11

Table showing the satisfaction of customers with the colours available in XUV500.

SL NO OPTIONS NO OF


1 YES 22 50%

2 PARTIALLY 21 48%

3 NO 1 2%

TOTAL 44 100%

ANALYSIS: The table gives the information about the satisfaction level of consumers with

the colours available in XUV500. In this table it shows that 50% of respondents are satisfied

with the colours, 48% of respondents are partially satisfied and 2% of the respondents are not

satisfied.

INTERPRETATION: From the above graph we can infer that 50% of the consumers feel

that M&M should bring in more colours and 48% of the respondents feel that they are happy

with the colours but want M&M to come up with more colours.

0

5

10

15

20

25

YES

PARTIALLY

NO

%

50 48 %

2 %

RESPONDENTS

COLOURS


TABLE NO: 4.12

Table showing the satisfactory level with regards to the service provided by M&M.

SL NO OPTIONS

NO OF


1

EXTREMELY

SATISFIED 6 14%

2 SATISFIED 33 75%

3 NEUTRAL 4 9%

4 DISSATISFIED 1 2%

TOTAL 44 100%

ANALYSIS: The table gives the information about the satisfactory level of consumers with

regards to the service provided by M&M. In this table it shows that 14% of respondents feel

that they are extremely satisfied, 75% of the respondents are satisfied, 9% of the respondents

are neutral, 2% of the respondents are dissatisfied.

INTERPRETATION: From the above graph we can infer that 14% of the respondents are

extremely satisfied with the service provided by M&M and 75% of the respondents are

satisfied with the service provided by M&M. it shows that the service provided by M&M and

Sireesh Auto pvt ltd is excellent.

14 %

75 %

9 % 2 %

0

5

10

15

20

25

30

35

EXTREMELY SATISFIED

SATISFIED

NEUTRAL

DISSATISFIED

RESPONDENTS

SERVICES PROVIDED


TABLE NO: 4.13

Table showing the after sale service provided by M&M.

SL NO OPTIONS

NO OF


1 EXCELLENT 9 20%

2 GOOD 28 64%

3 AVERAGE 6 14%

4 POOR 1 2%

TOTAL 44 100%

ANALYSIS: The table gives the information about the after sale service provided by M&M.

In this table it shows that 20% of the respondents feel the after sale service is excellent, 64%

of respondents feel it is good, 14% of the respondents feel its average and 2% of the

respondents feel it’s poor.

INTERPRETATION: From the above graph we can infer that 20% of the consumers feel

that the after sale services provided by M&M is excellent and 64% of the consumers feel that

it is good. The after sale service include free services for 2-3 services given by Sireesh Auto

pvt ltd. So the consumers are happy to get free services.

0

5

10

15

20

25

30

EXCELLENT

GOOD AVERAGE

POOR

20 %

64 %

14 %

2 %

RESPONDENTS

AFTER SALES SERVICES


TABLE NO: 4.14

Table showing weather the consumers were delivered with all the accessories and with

relevant papers.

SL NO OPTIONS

NO OF


1 YES 33 75%

2 NOT SURE 7 16%

3 NOT SURE 1 2%

4

DON’T

REMEMBER 3 7%

TOTAL 44 100%

ANALYSIS: The table gives the information about the consumer’s weather they were

delivered with all the accessories and with relevant papers. In this table it shows that 75% of

the respondents were delivered with all the accessories and relevant papers, 16% were not

sure, 2% were not delivered and 7% do not remember if they were delivered.

INTERPRETATION: From the above graph we can infer that 75% of the consumers were

delivered with the accessories and relevant papers. It shows that M&M and Sireesh Auto pvt

ltd have good responsibility towards their customers.

0

5

10

15

20

25

30

35

YES

NOT SURE

NO

DON’T REMEMBER

75 %

16 %

2 %

7 %

DELIVERED ACCESSORIES WITH RELEVANT PAPERS


TABLE NO: 4.15

Table showing if M&M should advertise more on XUV500.

SL NO OPTIONS NO OF


1 YES 32 73%

2 NO 3 7%

3 NOT

SURE 9 20%

TOTAL 44 100%

ANALYSIS: The table gives the information if M&M should advertise more on XUV500. In

this table it shows that 73% of the respondents feel they have to advertise more, 7% feel its

not required and 20% are not sure.


that M&M should advertise more on the car XUV500 because in graph 2 we have seen that

the consumers were aware through friends and relatives and then by advertisements. So they

want M&M to advertise more.

YES73 %

NO

7 %

NOT

SURE 20 %

ADVERTISE MORE


5.1 FINDINGS

It is found that most of the respondents were aware of the car XUV500

through friends and relatives and through advertisements.

The respondents are satisfied with the purchase of the car XUV 500.

From the survey we came to know that the respondents are extremely satisfied

with the service provided by M&M and by Sireesh Auto pvt ltd as we can see

in graph no 4.12

Most of the respondents feel that M&M should bring in more models similar

to XUV 500.

Majority of the respondents are aware only about the automatic car in XUV

500.

It was clearly shown in graph no 4.14 that the respondents were delivered with

all the accessories and with relevant papers.

It shows that 50% of the respondents feel that location plays an important role

in purchasing a car.

Most of the respondents are happy with the fuel consumption in XUV 500 as

shown in graph no 8 but few respondents feel that there should still be an

improvement in the mileage of the car as shown in graph no 4.7

The strategy adopted by M&M to build their brand image was partially apt

because the respondents feel that the advertisements that M&M make is

partially apt and most of the respondents were aware because of friends and

relatives.

It is clear that the respondents are satisfied with the air conditioning, outlook

of the car and with the different colours available in XUV 500.

It is found that majority of the respondents were offered a test drive by Sireesh

Auto pvt ltd and most of them were satisfied with the test drive.


5.2 SUGGESTIONS/ RECOMMENDATIONS

On the basis of research and analysis of the study conducted in Bangalore, there are certain

suggestion or key points to the company.

In the study it shows that few consumers were not satisfied with the purchase

of the car XUV 500 so the company should improve on the car XUV 500.

Majority of the consumers feel that the advertisements made by M & M

should make more appropriate advertisements for the car XUV 500.

The mileage of the car should be improved.

The company should have more awareness programs for the other models of

XUV 500.

Since the customers are expecting some other model of XUV 500. The

company should consider to bring in more models of XUV 500.

The company can give automated reminders in the form of emails, faxes,

letters or phone calls with an intimation of the service, offers etc.

The company should improve the after sale services.

Sireesh automobiles should improve in delivering with all the accessories and

with relevant papers on time because not all the consumer where delivered on

time

Mahindra and Mahindra should increase channels of dealers because the

customers wanted the showrooms which is near to their home and work place.


5.3 CONCLUSION

Any research project is aimed to attain a certain objective. Similarly this project was aimed

at studying the Consumer Satisfaction towards XUV500 car by Mahindra and Mahindra in

Sireesh Auto pvt ltd.

Customer satisfaction is the life blood for any organization. Customers are the reflection of

the company’s success. This study helps in knowing the satisfaction level of consumers with

regard to purchase of the car XUV 500

Convenient and simple random sampling was chosen for the study, the questionnaires were

distributed to 44 customers, and raw data was obtained by applying statistical techniques.

Based on analysis and interpretation, I can say that the customers are satisfied with the car

XUV 500 and the services provided by Sireesh Auto pvt ltd. A few more services should be

added and the existing features of the car has to be improved in order to retain the existing

customers.

Hence it can be concluded that consumer satisfaction is very important not only to the

automobile industry but also for any company. Customers should be treated with precaution

and due care because in today’s competitive world it is very easy to switch between

companies.