INDEX

SR. NO. PARTICULAR Introduction of Study

3 4. 5. 6. 7. 8. 9. 10. 11 12 13. 14.

PAGE NO.

Objectives & Scope Limitation of Study Industry Profile Company Profile Product Profile Research Methodology Data Analysis & Interpretation Finding Suggestion Conclusion Bibliography Annexure

Introduction of Project
Post launch surveyPost launch survey is a survey conducted after some specified period of product launch to know the product performance, acceptance, rejection, either in product as whole marketing mix. Post launch survey is also necessary to find out the loophole in the marketing mix, of product is accepted very well, then also it is useful now the improve the present growth and how those customer can be delighted. The consumer wariness can be find out easily by the post launch survey, consumer research enable these entire things Consumer research described the process and tools to study the consumer behavior. Post launch survey is also the study of consumer behavior. The taste performance, habits, needs hierarchy necessity also can be found by the post launch survey. After buying and trying the product, a consumer will experience some level of satisfaction or dissatisfaction what determines the level of post purchase satisfaction? A major their holds that a consumers satisfaction is a function both of exportation and the products perceived performance. If the product meets his expectation the consumer is satisfied, if it exceeds them, the consumer is highly satisfied. But if it falls short, the consumer is dissatisfied. The amount of disserved on the size of the difference between expectation and performance. The relevance of post purchase feeling to the consumer decision process is two fold. First, satisfaction with a product will influence a consumers choice on a subsequent purchase occasion. Second consume are likely to communicate their feeing about the product to other potential consumers who are seeking information. Where own purchase experience is a more powerful influence in frequently purchase goods where own experience is critical for repurchase & repurchase rates are high while the latter as amore important consideration for durable products Post launch survey Survey is the tool used for connecting the data there are basically two types of survey are undertaken first one pre launch survey to identity the
2

need preferences test of consumer after this the marketing of consumer. After this marketing programmer is formulated and product is to be launched is marked. The sales and acceptance of product is predicted and to measure the product performance, to know the product acceptance, post launch is conducted. If the company 90 ahead with commercialization if will face its largest cost to date. The company will have to contract for manufacture or rent a full-scale manufacturing facility plant size will be a critical decision. When (Timing) In commercialization a new product, market-entry timing is critical suppose company has almost completed the development work on its new product and learns that a competitor is nearing the end of its development work. The company faces three choices. 1. First entry 2. Parallel entry 3. Late entry. The timing decision insoles additional consideration. If a new product replaces an older product the company might delay the introduction until the old product stocks is drown down? The company must decide whether to launch the new product in a single locality, a region, the national market or the international market. Company size is important factor here small company will select an attractive city and put on a blitz campaign. Large companies will introduce their product into a whole region and then move to the next region. Most of the company design new product to sell primarily in the domestic market. If the product does well, the companies consider exporting to neighboring countries or the world market. Within the rollout market the company must target its initial distribution and promotion to the best prospects group. Profiled the rime prospects, who would ideally have the fooling characteristics. They would be early adopter, heavy user, opinion leader and they could be reached at allow cost.

The company must develop an action plan for introducing the new product into the rollout market, In launching, a new product management can use network planning techniques such as critical path scheduling. (CPS) call for developing master chart simultaneous and sequential activities that must take place to launch the product. By estimating now much time each activities taken planners estimate completion time for the entire project. Market testing After management is satisfied function and psychological performance, the product is ready to be dressed up with brand name and packaging and put into a market test. The new product is introduce into an authentic setting to learned how large the market is and how consumer and dealers reacts to handling, using and repurchasing the product. The amount of market may be severely reduced if the company is under great time pressure because the season is just starting or because competitor are about to launch their brands. The company may be there fore prefer to face there in of product failure to the risk losing distribution or market penetration on highly successful product. The ultimate way to a new product is to put it into full blown test markets. The company chooses a few representative cities and the sales force. The company puts on a full advertising and promotion comparing in these markets similar to the one that it would use n national marketing. A full scale test cans 41 million. Depending on the number of cities the test duration and the amount of data the company wants to collect. Management face several decision 1) How many test cities? 2) Which cities? 3) Length of test? 4) What information? 5) What action to taken? Consumer is wary of the unknown; they feel comparable with the known. Consumers, usually, do not look for the new; they do not want any tension in their

buying activity. They need to be aroused form this sleepy state and made to consider new options, think afresh. That is why some brands are introduced with a crescendo. If the test marketing results are favorable, the new product ready for launch. This would mean that the marketer is required to finalize the introductory marketing strategy, and acquits production facilities to produce the product. Preparing final budgets, acquitting the sales Force and the trade with the new product, planning for physical distribution and developing the promotional programmer, are the other activities necessary for a successful launch of a product into the introductory stage of its lifecycle.

Objectives of Project
To find out customers satisfaction towards the quality of the products. To find most selling product of Bolero. To study the opinion of the customer about the new Mahindra Bolero.

SCOPE OF THE STUDY

To get information of different models of Mahindra Bolero in india.

To give customers / users of project information of configuration and suspension of different models.

LIMITATION OF PROJECT

In this project research have faced certain difficulties in conduction during this research. They are as follows Time: - It is one of crucial factor due to convenience of the respondent and their business timings, they did not more time given response which considerably reduced the interview time and increase the number of visit. Availability of the Respondent:Suring this survey most of the respondent are businessman and they gave their home address at the time of purches because of that it is difficult to get their appointment. Lack of Knowledge:Some of the respondent did not have proper knowledge about the vehicle they were not able to give right answer.

INDUSTRY PROFILE

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 winddriven 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 the variety of new technology, 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. A catholic priest named Father Ferdinan Verbiest is credited to have built a steam powered vehicle for the Chinese Emperor Chein Lung in about 1678. There is no information about the vehicle, only the event. Since James Watt didnt invent the steam engine unit 1705, we can guess that this was possibly a model vehicle powered by a mechanism like Heros steam engine a spinning wheel with jets on the periphery . 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 flatbottomed boat, which didnt receive any attention in those days. During the 1830s the steam vehicle had made great advances. But stiff competition from railway companies and crude legislation 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. For many years after the introduction of automobiles, three kinds of power sources were in common use: steam engine, gasoline or petrol engines, and electric motors. In
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1900, over 2300 automobiles were registered in New York, Boston, Massachusetts, and Chicago. Of these 1170 were steam cars, 800 were electric cars, and only 400 were gas 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, the car was inexpensive, versatile, and easy to maintain. The introduction of 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 the modern industrial nations. Herbert Austin and William Morris, two different carmakers, introduced mass production methods of assembly in the UK, thus paving the way for the revolution in the automobile industry. Austin seven was the worlds fist practical four-seater 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 United States after World War second 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. The history of motor vehicles has surely been a well-traversed one. The automobile, as it progressed, was a product of many hands, of revolutionary concepts, and of simple, almost unnoticed upgrading. In the end, the one who received the most for these challenges and changes was the motorist, whose interest, money, and enthusiasm have forced the auto-moguls to upgrade, perfect, and add to previous achievements in order to stay in the competition.

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INDIAN AUTOMOBILE INDUSTRY

Following Indias growing openness, the arrival of new and existing models, easy availability of finance at relatively low rate pf interest and price discounts offered by the dealers and manufacturers all have stirred the demand for vehicles and a strong growth of the Indian Automobile industry. The data obtained from ministry of commerce and industry, shows high growth obtained since 2001-02 in automobile production continuing in the first three quarters of the 2004-05. Annual growth was 16.0% in April-Dec. 2004. the growth rate in 2003-04 was 15.1% the automobile industry grew at a compound annual grwth rate (CAGR) of22% between 1992&1997. with investment exceeding Rs.50,000 crore, the turnover of the Automobile industry exceeding Rs.59,518 crore, in 2002-03. Inculding turnover of the auto component sector, the Automotive industrys turnover, which was above Rs. 84, 000 crore in 2002-03, is estimated to have exceeded Rs.1, 00,000 crore in 2004-05. Automobiles dealers network in India in terms of Car dealers networks and Authorized and authorized service station Maruti leads the pack with Dealer networks across the country. The other leading automobile manufacture are also trying to cope up and are opening their service station and dealer workshops in all the metros and major cities of the country. Dealers offer varying kind of discount of finances who in tern pass it on to the customer in the form of reduced interest rates.

MAJOR MANIFACTURES OF AUTOMOBILES IN INDIA :

Udyog Ltd. General Motors India Ford India Ltd. Eicher Motor Ltd. Bajaj Auto. Daewoo Motors India. Hero Motors.
11

Maruti

Hindustan Motors. Hyundai Motors India Ltd. Telco. TVS Motors. Swaraj Mazda Ltd.

Government has liberalized the norms for foreign investment and import of technology and that appears to have benefited the automobile sector, The production of total vehicle increase from 4.2 million in 1998-99 to 7.3 million in 2003 -04. It is likely that the production of such vehicles will exceed 10million in the next couple of years, India is emerging as a global automobile giant. In recent years this industry has made pioneering efforts in adopting modern technology and allowing the entry of foreign players. This is well supported by the economic condition particularly in the financial sector and in foreign direct investment , During the last decade, conscious efforts have been made to fine-tune state policy to enable the Indian automobile industry realize its potential to the fullest. The freeing of the industry from this restrictive environment has helped it to itself to global development. Increasing competition as result of liberalization has to continuous modernization as well as international standards. Moreover, auto finance with aggressive marketing strategies has played a bid role in boosting the automobile demand. Commercial vehicle, widely considered to be the economy s barometer, have had a good start for the year.

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Company Profile
HistoryFew groups can identify as closely with India's destiny and industrial progress as the Mahindra Group. In fact, Mahindra is like a microcosm of India. Both were born around the same time, had the same aspirations and both experienced the inevitable troughs and crests in the journey towards their goals. And both continue to march on the path to progress and global recognition.

The birth of Mahindra & Mahindra began when K.C. Mahindra visited the United States of America as Chairman of the India Supply Mission. He met Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads?

Swift action followed thought. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammad. And, on October 2nd, 1945, Mahindra & Mohammad was set up as a franchise for assembling jeeps from Willys, USA. Two years later, India became an independent nation and Mahindra & Mohammad changed its name to Mahindra & Mahindra. Ghulam Mohammad migrated to Pakistan post-partition and became the first Finance Minister of Pakistan.

13

Since then, Mahindra & Mahindra has grown steadily in size and stature and evolved into a Group that occupies a premier position in almost all key sectors of the economy. The Group's history is studded with milestones. Each one taking the Group forward. In fact, today, its total turnover is about 4.5 billion dollars. These days, Mahindra is a group in a hurry, engaged in an ambitious, sustained and prolonged penetration into the global arena. Its spirit can be encapsulated in the words of the poet Robert Frost, a favorite of India's first Prime Minister, Pandit Jawaharlal Nehru: The woods are lovely, dark and deep, But I have promises to keep, "The woods are lovely, dark and deep, But I have promises to keep, And miles to go before I sleep, And miles to go before I sleep." For Mahindra & Mahindra, this translates into many more milestones to be set up before it rests. If ever.

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About the CompanyThe Mahindra Group is a US $4.5 billion conglomerate and a leading manufacturer of multi-utility vehicles with significant presence in key sectors like farm equipment, infrastructure, information technology and financial services. The Group completed 60 years in 2005. Set up in 1945 to make general-purpose utility vehicles, M&M first became known as the maker of the iconic Jeep in India. The company branched out into manufacturing light commercial vehicles and agricultural tractors. Mahindra & Mahindra rapidly grew from being a maker of army vehicles and tractors to a major automobile manufacturer with a growing global appetite. Now the Group has a leading presence in many other key sectors -- Trade and Financial Services (Mahindra Intertrade, Mahindra & Mahindra Financial Services Ltd.), Systems & Technologies (Mahindra Engineering Services, Mahindra Ugine), Information Technology (Tech Mahindra, Bristlecone), and Infrastructure Development (Mahindra GESCO, Club Mahindra Holidays, Mahindra World City). Two Group companies Mahindra Finance and Tech Mahindra made their debut on the bourses in 2006 in line with the commitment that each of the business segments would have flagship companies that will be listed. The Group employs over 40,000 people and has eight state-of-the-art manufacturing facilities in India. M&M has made strategic acquisitions of plants in China and the United Kingdom, and has three assembly plants in the USA. M&M has entered into partnerships with international companies like Renault SA, France, Nissan and International Truck and Engine Corporation, USA. M&M's products are being exported to the USA, Russia and several other countries in Africa, Asia, Europe and Latin America. Its global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd. M&Ms Automotive Sector makes a wide rage of vehicles including MUVs, LCVs and three wheelers. M&M is the largest manufacturer of MUVs, offering over 20 models including new generation multi-utility vehicles like the Scorpio and the Bolero. The company is a market leader in the Utility Vehicle segment. M&M is the fourth largest tractor company in the world. It is also the largest manufacturer of tractors in India with sustained market leadership of around 23 years. It designs, develops, manufactures and markets tractors as well as farm implements. The Sector has also found significant success in the international market. Mahindra (China) Tractor Co. Ltd. manufactures tractors for the growing Chinese market and is a hub for tractor exports to the USA and other western nations. M&M has a 100% subsidiary, Mahindra USA, where it assembles 14 products for the American market. 'Mahindra' tractor has come to be recognized as a powerful symbol of productivity and performance. FES received the coveted Deming Application Prize for manufacturing in
15

2003, for establishing Total Quality Management in all operations. M&M Ltd. is the only tractor company in the world to have achieved this honor. Over the years, the Mahindra has transformed itself into a group that has a leadership position in all the sectors it operates in and has a growing global footprint. Forbes has ranked the Mahindra Group in its Top 200 list of the Worlds Most Reputable Companies and in the Top 10 list of Most Reputable Indian companies

IMPORTANCE OF PROJECT:
Mahindra & Mahindra is one of the leading and oldest automobile company in India. It has wide range of vehicles starting from personal, transportation, tourister multipurpose and stylist vehicles. M & M having strong competitors in market i.e. TATA Chevrolet Honda So that to survive in market and get success this study plays an important role.. General Motors Toyota

Automotive Overview-

The Mahindra Groups Automotive Sector is in the business of manufacturing and marketing utility vehicles and light commercial vehicles, including three-wheelers. It is the market leader in utility vehicles in India since inception, and currently accounts for about half of Indias market for utility vehicles. Although created in 1994 following an organizational restructuring, the Automotive Sector can trace its antecedents back to 1954. The iconic jeep that led American G.I.s to victory in World War II is the very same vehicle that drove the Mahindra Group to success in the 16

Automotive Sector. Mahindra & Mahindra Limited, the flagship company of the Group, was set up as a franchise for assembling general purpose utility vehicles from Willys, USA. Over the years, the Group has developed a large product portfolio catering to a diverse customer base spanning rural and semi-urban customers, defenses requirements and luxurious urban utility vehicles. In 2002, it launched the indigenously engineered world-class sports utility vehicle-Scorpio, which bridges the gap between style and adventure, luxury and ruggedness, and performance and economy. The Group exports its products to several countries in Europe, Africa, South America, South Asia and the Middle East. The Automotive Sector continues to be a leader in the utility vehicle segment with a diverse portfolio that includes mass transport as well as new generation vehicles like Scorpio and Bolero. The International Operations of the Automotive Sector focuses on the international business Mahindra Renault announced the launch of Logan, Indias first wide body car, sporting a host of class-defying features at an aggressive price. The Logan redefines its segment in terms of spaciousness as well as performance, technology with the latest generation dci common rail engine. It has been designed for the Indian market incorporating a contemporary styling and design. Mahindra International, a joint venture between Mahindra & Mahindra Limited and International Truck and Engine Corporation, will manufacture trucks and buses for India and export markets. It will also provide component sourcing and engineering services to International Truck and Engine Corporation. Automartindia is Indias largest multi-brand used car company. The Companys mission is to create Indias largest automobile and automobile-related products distribution network by providing dealers and customers with the largest choice of unique world-class products and services.

17

Board of DirectorsThe Board of Directors of the Company has, as its members, eminent persons from Industry, Finance, Investment and other branches of business, who bring diverse experience and expertise to the Board.
The Company's current Board of Directors is as follows:

NAME Mr. Keshub Mahindra

DESIGNATION

Chairman

Mr. Anand G. Mahindra

Vice

Chairman

and

Managing Director
Deepak Shantilal Parekh Nadir Burjorji Godrej M. M. Murugappan Bharat Narotam Doshi Arun Kumar Nanda

Director Director Director Executive Director Executive Secretary Director &

Narayanan Vaghul Dr Ashok Sekhar Ganguly R. K. Kulkarni Anupam Pradip Puri Thomas Mathew T.

Director Director Director Director Nominee of LIC

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Group Management BoardThe Group Management Board comprises the Vice Chairman & Managing Director, Presidents of the Business Sectors as well as heads of certain key corporate functions. The Board provides strategic direction and enterprise leadership, facilitates synergistic and symbiotic relationships and creates a shared vision and value-system, across the various Business Units and Companies that make up the Mahindra Group. The membership of the Group Management Board is as follows:

Anand G. Mahindra Vice Chairman & Managing Director of Mahindra Group.. Mission statement 'We don't have a mission statement. This is what makes us want to get up and come to work in the morning.' Indians are second to none in the world. The Founders of our nation and of our Company passionately believed this. We will prove them right by believing in ourselves and by making Mahindra & Mahindra Limited known world-wide for the quality of its products and service. ANAND G. MAHINDRA.

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Product Profile Mahindra Bolero-

Mahindra Bolero is a powerful utility vehicle that is perfect for Indian conditions. Robustly built and sleekly designed, its high ground clearance makes it easier to drive on Indian roads.

Equipped with 2500 cc diesel engine Bolero delivers unmatched power. Its torque even in low gears achieves more pulling power and its 5-speed transmission ensures optimum fuel efficiency. Bolero's low center of gravity enhances its stability.

Bolero's interiors are thoughtfully designed. Its ergonomically designed antisubmarine seats, power steering, powerful AC, and 4-speaker Kenwood music system all add to the driving pleasure.

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Mahindra Bolero is available in seven variants - SLX, GLX, DX, DI, XL, INVADER, and CAMPER.

BOLERO SLX
The Bolero SLX is the top-of-the-heap model. It has almost every feature on the new features list. From the new trim on the front grille to the low stance fender or the clear lens headlamps. Click on the related links to get an outside-in picture of Mahindra's new vehicle

Features Of BOLERO SLX

Mahindra Bolero SLX IS available in two type 1)4windo 2)2windo Engine ;2523cc DI Turbo Diesel 68 HP maximum power engine Gearbox 5 Speed All Synchromesh with overdrive in 5th Gear Power Steering, Power Windows, CD MP3 Player Seating

Capacity1+6 (7 Seater) 1+6 (7 Seater)

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PRICE
Maharashtra Sangamner Model Category Ex-Showroom BS2 Price : 554780 Ex-Showroom BS3 Price : 566163 (in INR) :

(in

INR)

COLOURS Apple Red Fiery Black Diamond White Rocky Beige

BOLERO DI

The spirit of the tough new Bolero without the frills is the best description for the Bolero DI. The style, the aggression, the authority is all there minus the creature comforts and conveniences. Click on the related links to get an outsidein picture of Mahindras new vehicle.

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Engine 2523 cc DI Turbo Diesel Seating Capacity7&8 Warranty** 12 months unlimited kms Engine & drive line Warranty 36 months drive line warranty
Colour: Fiery Black Diamond White Mist Silver

BOLERO SLE -

Engine 2523 cc DI Turbo Diesel Seating 7&8

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Warranty** 12 months unlimited kms Engine & drive line Warranty 36 months drive line warranty

Colour:
Fiery Black Diamond White Mist Silver

Mahindra Bolero GLX

Body
Sports Utility Vehicle

Engine
2523 cc DI Turbo Diesel

Seating
7&8

Colour:
Apple Red 24

Fiery Black Diamond White Rocky Beige Feature Power Steering A.C. Heater Bucket Seats Seat Upholstery Paint Seating Capacity Power Windows Central Locking Kenwood Stereo Electronic Speedometer Keyless Entry Seat Belt Warning Door Open Warning Centre Console Bolero GLX-7S Bolero GLX Yes Yes Optional Yes Twin Fabric Metallic 7 Yes Yes Yes Yes Yes Yes Yes Yes Shade Yes Yes No No Fabric Metallic 8 Yes Yes Yes No No No No No No Electric Bolero LX Yes Yes No No Bolero LX Std. Optional No No With 7S only

Fabric & Rexine Fabric & Rexine Metallic 8 No No No No No No No No No No Solid 8/7 No No No No No No No With 7S only No Manual

Wood Finish on Dash Yes Board 4WD Option Electric

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RESEARCH METHODOLOGY
Introduction:-

Research is a part of building systematic knowledge, human urge for thirst of knowledge has developed a habit for search and research in him sociologist, economist, physical natural and nuclear scientists, all advocate on a tension use of research for some of their academic advencement.Research commonly refers to a search for knowledge infact research is an art of scientific investigation. According to advanced learners dictionary, research is a careful investigation of inquiry especially through research for new fact in any branch of knowledge. Research does not necessitates a hypothesis, and to that extent. The phrase investigation of hypothetical probations is reduced ant formulation of hypothesis may in ti self be topic of research at times research focuses self on descriptive rather than on casual or experimental aspects?

Definition of ResearchResearch is the process of systematic and in -depth study or search for any particular topic, subject or area of investigation, backed by the collection, compilation, presentation, and interpretation of relevant details of data.

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RESEARCH PROCESS-

The research was carried out as per steps of consumer research process. The figure below depicts a model of consumer research process.

Define the Objectives of the Research

STEP1: DEFINE THE OBJECTIVES OF THE RESEARCH

Collecting and evaluating secondary data

DATA STEP2: COLLECTING AND EVALUATING SECON

Designing a primary research study

S5:Primary data Collection of

Processing and Interpretation of Data

RESEARCH DESIGNResearch design is the specification of procedures for collecting & analyzing the data necessary to help identify or react to a problem or opportunity, such that the difference between the cost of obtaining various levels of accuracy and the expected value of the information associated with the each level of accuracy is maximized.

27

DATA SOURCES:1) Primary Data:The data was gathered from the customer in the form of a structured Questionnaire which becomes the part of primary study. This data get from different customer of Mahindra Bolero surveyed in the SANGAMNER city.

2) Secondary Data:The data was gathered form company journals, product guides and company brochures and websites.

DATA COLLECTION METHOD

It helps to the specification of how data is collected with the Research was collected for e.g. data can be gathered by observation, personal interview, with the help of many qualitative and quantitative forms of the data collection. A questionnaire consists of number of questions printed or type in a definite order on a form or set of forms. In their research work researcher use this instrument during the survey the research asks the question to customer though their questionnaire & not the answers of customer in questionnaire. The data to be collected are of two types1. Primary Data: After scanning various secondary data sources, primary data is collected for meeting the specific objectives of the research study. The method used for collecting primary data is as follows: a) Personal interview: The interview was conducted by asking questions by face-to-face contact.

28

The interview was in the form of direct personal investigation. The types of interview used were unstructured and personal interview (direct) as decided by the company and myself. The questions were unstructured .But this sometimes created difficulties as most respondent hesitated to come up with frank answers , therefore I had to put indirect questions to gain their confidence, which worked out well. b) Unstructured scheduled: Scheduled is a useful measuring instrument for getting both valid and reliable data. The scheduled is formed to serve two functions as to translate the research objectives into specific questions. The respondent has to cooperate to furnish the information correctly. The general form of scheduled is formulated with structured scheduled, which is definite, concrete and predetermined questions. 2. Secondary data: The basic required information in concerned with the research was collected through the companys various manual of the organization. Secondary data required for company profile was collected from internet. For the completion of the project, data has been collected from books and other records and information whenever necessary.

D) SAMPLE DESIGN SAMPLINGSampling is the process of obtaining information about an entire population by examining only a part of it. In this research researcher has selected 100 samples from Sangamner City

Sample UnitResearcher had taken customer who is bouyer of Mahindra Bolero as a sampling unit in Sangamner city.

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Sample SizeFor the purpose of study researcher had taken 100 sample size

Sampling TechniqueThe area under study was selected on the basis of the judgment and experience of my project guide, hence judgment sampling (Non probability sampling) method was adopted for selecting the area. In the selected area the customers were selected randomly.

Sample areaThe researcher conducted the survey in the Sangamner & collected sample respondents from the following areas. 1) GHULE WADI 2) SAMNAPUR 3) AKOLE 4) AMRUTNAGAR 5) RAJAPUR 6) SANGAMER WHOLE CITY

Statistical ToolsFor the analysis of data researcher has used table, histogram and pie chart etc and some statistical tools like mean, mode, simple percentage for measuring market share and market potential.

Overview of the research process: 1. Planning of study: This comprises of defining the problem and research objectives. 2. Developing the research plan: This comprises of deciding on data sources, research approaches, and research instruments, sampling plans and contacts methods. 3. Gathering of the information. 4. Interpretation of the information and presenting the findings.

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DATA ANALYSIS AND INTERPRETATION

It is the most importance step because all collected data further analyze by using certain criteria such as percentage or ranking methods and then the data is represented in a graphical way. So that is gives clarity and it is suitable to understand. 1) OccupationSr.No 1. 2. 3. 4. 5. Occupation Govt.service Private service Business Agriculture Other No. of Respondent 18 43 20 09 10

Source-Primary data

Occupation

Other Agriculture 10% 9% Business 20%

Govt.service 18%

Govt.service Private service Business Agriculture

Private service 43%

Other

Table No.-1

InterpretationIt is observed that, 48% customer are in private service.

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2) Income
Sr.No Income 1. 2. 3. 4. 5. Less than 10000 10000-15000 15000-20000 20000-25000 More than 25000 No. of Respondent 12 38 20 18 12

Source-Primary data

Income group

12%

12% Less than 10000

18%

10000-15000 15000-20000 38% 20000-25000 More than 25000

20%

Table No.2

InterpretationIt is observed that, 38% customers income is between 10000-15000.

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3) Which model are you using? Sr. no. 1 2 3 4 5 6 Bolero Scorpio Marshal Commander Pick -up Logan 13 40 10 18 14 05 Model No. of respondent

Source-Primary data

Model using

14, 14%

5, 5%

13, 13%

18, 18% 40, 40% 10, 10%

Bolero

Scorpio

Marshal

Commander

Pick -up

Logan

Table No-3

InterpretationIt is observed that, 40% customer use Scorpio.

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4.

From how many years you are using you vehicle?

Period ( In Year) Less than 1 1-2 2-3 More than 3
Source-Primary data

Sr no. 1 2 3 4

No. of Respondent 17 39 20 14

Period of using
45 40 35 30 25 20 15 10 5 0

No. of respondent

39 17 20 14 More than 3

Less than 1

1--2 Period

2--3

No. of Respondent

Table No4

InterpretationIt is observed that, 39% customer use Mahindra vehicle from 1-2 years.

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5. Most selling Model of BOLERO

Models Percentage SLX 35% XL 25% Sport 11% DLX 06% DI 10% Camper 07% SLE 06%

Source-Primary data

Mahidra Belero Model 40% 35% 30% 25% 20% 15% 10% 5% 0%
Sp or t D LX XL I SL X pe r am SL E D

SLX XL Sport DLX DI Camper SLE

Table No-5

InterpretationFrom the collected information the most selling model of BOLERO is SLX model.

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6.

What mileage your vehicle giving to you (in Km/ Lit)?

Mileage ( km/lit) 1--12 12--14 14--16 16--18
Source-Primary data

Sr. no. 1 2 3 4

No. of respondent 16 24 48 12

Mileage per liter

60 50 no. of respondent 40 30 20 10 0 1--12 12--14 Mileage No. of respondent 14--16 16--18 16 24 12 48

Table No-6

InterpretationIt is observed that, 48% customer say that average of Bolero is 14-16 Km/lit.

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7. What do you think about the companys service provided to you?

Sr no 1 2 3 4 Service provided Very good Good Average poor
Source-Primary data

No. of respondent 62 28 18 02

Service provided by company

2, 2% 18, 16%

62, 57% 28, 25%

Very good

Good

Average

poor

Table No-7

InterpretationIt is observed that, 62% customer says that service of Mahindra is very good.

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8. Service provided by dealer:After sale service Highly satisfied Percentage 13% 47% 30% 10% Satisfied Average satisfied Dissatisfied

Source-Primary data

Sale Service
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
d ie d fie isf fie tis tis isf ie d d

Highly satisfied Satisfied Average satisfied Dissatisfied

Sa t

sa

sa ge

Hi gh

Av e

ra

Table No-8

InterpretationThe service provided by dealer is mostly gives satisfaction to the customer. But in case of after sales there is scope in highly satisfied rank and about 10% of customer dissatisfied with after sales service provided by dealer.

9. Customer Expectations of BOLERO

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Di ss

ly

at

Changes Percentage

YES 90%
Source-Primary data

NO 10%

Satisfaction
100% 80% 60% 40% 20% 0% YES NO YES NO

Table No9

InterpretationIt is observed that, 90% customer are satisfied with Mahindra Bolero.

10. Use of Mahindra Bolero

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Purpose Percentage

Business 21%

Personal 62%`
Source-Primary data

Others 17%

Using Purpose
70% 60% 50% 40% 30% 20% 10% 0% Business Personal Others Business Personal Others

Table No10

InterpretationIt is observed that, 62% customer use his vehicle for personal use.

11) what do you think about the maintenance of Bolero as compare to competitors?
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Sr.no. 1 2 3 4

Maintenance Very high High Average Low

Source-Primary data

No. of respondent 05 02 14 79

Maintainance of Bolero
90 80 70 60 50 40 30 20 10 0

No. of respondent

79

5 Very high

2 High Maintainance

14 Average Low

No. of respondent

Table No.11

InterpretationIt is observed that, 79% customer are satisfied with maintenance cost of Mahindra Bolero.

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Findings Among the Available model Bolero SLX is most popular & highly demanded model.

Most of the customers are satisfied with the quality provided by company in the vehicle. But only in the fuel efficiency most customers are dissatisfied.

Regarding to price incurred in vehicle as compare to quality among all the customers are ready to recommends the product to their friends or others.

The facilities or features present in the model are fulfilling the need maximum customers.

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Suggestion:o To increases the sales, company should put more expenses on advertising i.e. adv. Through news papers, through, television, o The company should conduct monthly meeting of the marketing start o The company should put more emphasis on different promotional activities, such as sales promotion personal selling and public relation (In stickers) o Increase the fuel efficiency. o Power steering in DI model. o Backside seating system should be change. o Size of the body should be increase. o Increase availability of music system.

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BIBLIOGRAPHY

BOOKS:Marketing management-Philip Kotler 12th edition. Research Methodology-G.C. Beri, C.R. Kothari

WEB SITE:www.mahindrabolero.com www.mahindraworld.com

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Annexure GeneralQuestionnaire
Name:.

Address:.

Contact No.:

Gender:.. Occupation (Tick mark appropriately) Govt.service Pvt. Service Business Agriculture Other Income Group Less than 10000 10000-15000 15000-20000 20000-25000 ___ ___ ___ ___ ___ ___ ___ ___ ___

More than 25000 ___

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1.

Which model of Mahindra are you using? a) Bolero c) Marshal e) Pick-up b) Scorpio d) Commander f) Logan

2.

From how many years you are using you vehicle? a) <1 year c) 3 yrs b) 1-2 yrs d) >3yrs

3.

If Bolero then which version you are using? a) SLX c) DLX e) Sport g)GLX Mention Colour b) XL d) DI f) Camper

4.

What mileage your vehicle giving to you (in Km/ Lit)? a) 10-12 c) 14-16 b) 12-14 d) 1 6-18

5.

Rate the following factors, from first to last, because of which you have Purchased your vehicle. Price Quality Brand Name Colour ______ _____ _____ ______ Fuel Efficiency ______ Maintenance ______

6.

What do you think about the companys service provided to you?

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a) Very Good c) Average 7.

b) Good d) Poor

What do you think about the Dealers service provided to you? a) Very Good c) Average b) Good d) Poor

8. What is the satisfaction level you derive from your vehicle? a) Highly Satisfied c) Unsatisfied 9. b) Satisfied d) Highly Unsatisfied

For what use according to you the Bolero is best suitable? a) Business c) Other b) Personal

10. Do you think that Bolero is fairly priced as compared to other similar Products.

11. Whats your opinion about the features of this Bolero model?

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