CONTENTS

EXECUTIVE SUMMARY 7

INTRODUCTION
About Customer Satisfaction . Introduction of Automobile Industry

8 9 10-11 11-12 13-16 17-20 21-27 28-30 31 32 33 34 35 35-37 37-38 38-39 39 40

Industry performance in 2012-13 ..

History of Ma indra ! Ma indra Automoti"e.. Millstone# a$ards and accolades. About Ma indra %&'( About Ma indra dealer..

OBJECTIVES OF THE STUDY . Customer Satisfaction... )mployee satisfaction METHOD & PROCEDURE.. *esearc +esi,n *esearc -rocess +ata collection . Samples si.e ...

)rrors in t e study 'imitation of t e study.

DATA ANALYSIS . Customer Satisfaction )mployee Satisfaction .. FINDINGS . RECOMMENDATION CONCLUSION .. BIBLIOGRAPHY . QUESTIONNAIRE. Customer Satisfaction. )mployee Satisfaction DISSERTATION PROPOSAL.

41 42-50 51-58 59-60 61 62 63 64 65-66 67-70 71-77

EXECUTIVE SUMMARY
Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The company started manufacturing commercial vehicles in 1 !". M&M is the leader #y far in commercial vehicle and the second largest in the passenger vehicle market. The company is the $orld%s si&th largest medium and heavy commercial vehicle manufacturing. Mahindra is #est kno$n for utility vehicles and tractors in India, Its automotive division, the company's oldest unit (founded in 1 !"), makes (eeps and three-$heelers (not passenger )auto ricksha$s,) #ut utilitarian delivery and flat#ed incarnations). M&M%s farm e*uipment sector, formed in 1 +, during India%s green revolution, manufactures tractors and industrial engines. M&M also produces military vehicles. The company has facilities located throughout India. The survey involved gathering $ide information a#out the company, its satisfaction and impact of various competitive firms on the company. -rom the information collected, various aspects $ere identified $here the company needs to focus more to improve the efficiency of marketing team of Mahindra .utomotives. The research $as conducted through collection of primary and secondary data. /econdary data $as collected through visiting various $e# sites, automo#ile maga0ines and other relia#le sources. 1rimary data $as M/ 3&cel. 4n the #asis, the secondary data analysis and the e&tensive analysis of the primary data, interpretations $ere dra$n for the *uestions and conclusion is dra$n. 5ertain suggestions collected through a $ell-framed *uestionnaire, of products, customer

$hich later a detailed analysis $as done using various statistical I.T. tools like M/ 2ord and

are also dra$n from the analysis to help. Mahindra .utomotives to increase its market share in commercial passenger segment and M16s. The main research that follo$ed is to kno$ 75ustomer satisfaction to$ards Mahindra 849. :4 /9;<, a ne$ /=6 recently launched #y Mahindra. >ue to the limited resources and time constraints, the study $as conducted $ithin the area ?urgaon (@5:) city.

INTRODUCTION

.#out 5ustomer /atisfaction Introduction of .utomo#ile Industry Industry performance in AB1A-1, Cistory of Mahindra & Mahindra .utomotive Millstone, a$ards and accolades .#out Mahindra ;ylo .#out Mahindra dealer

CUSTOMER SATISFACTION
5ustomer /atisfaction is the #u00$ord used #y the #usiness people for the success of organi0ation in the present days. >ue to the increases of heavy competition in every product D 9ine it #ecome difficult for the companies to retain the customers for longer time. /o retain the 5ustomer for longer time the marketer has to do only one things i.e. customer satisfaction .If 5ustomer is fully satisfied #y the product it not only ru# the organi0ation successfully #ut also -etch many #enefits for the company. They are less process sensitive and they remain customer -or a longer period. They #uy addition products overtimes as the company introduce related 1roduce related products or improved, so customer satisfactions is gaining a lot of importance in the present day. 3very company is conducting survey on customer satisfaction level on their products .To make the products up to the satisfaction level of customers. This pro(ect is also done to kno$ the customers satisfaction on the ;E94 on #ehalf of Mahindra and Mahindra .utomo#iles. The impact of automo#ile industry on the rest of the economy has #een so pervasive and momentous that is characteri0ed as second industrial. It played a vital role in helping the nation to produce higher value good and services and in the enhancing their skills and impose tremendous demand for automo#ile. The decrease in the interest rate and easy availa#le of cars loons from A to , years, lot of car manufacturers company facing cut throat competition in the fields of technology and price, /o to gain the market share it is important for the institutes to satisfy its customers and to retain the reputation and its image.

Cust !"# S$t%s&$'t% ( St#$t")%"s F ** +", -. M/M The different strategies follo$ed #y M&M consists of 5ustomer relationship management, /trategy to providing #etter facility to the o$ner, and strategy to provide #etter after sales service to customer. Cust !"# R"*$t% (s0%1 M$($)"!"(t 5:M as a tool $as used to create positive $ord-of mouth, to monitor customer e&periences and generate referrals. . series of 5:M activities $ere implemented $ith regular direct communication, events and customer satisfaction surveys, 3vents, -estive offers, :e$ards 1rogram, etc.

INTRODUCTION OF AUTOMO-I2E INDUSTRY

The automo#ile industry has changed the $ay people live and $ork. The earliest of modern cars $as manufactured in the year 1F ". /hortly the first appearance of the car follo$ed in India. .s the century turned, three cars $ere imported in Mum#ai (India). 2ithin decade there $ere total of 1BA" cars in the city. The da$n of automo#ile actually goes #ack to !BBB years $hen the first $heel $as used for transportation in India. In the #eginning of 1"th century, 1ortuguese arrived in 5hina and the interaction of the t$o cultures led to a variety of ne$ technologies, including the creation of a $heel that turned under its o$n po$er. 8y 1+BBs small steam-po$ered engine models $as developed, #ut it took another century #efore a full-si0ed engine -po$ered vehicle $as created. 8rothers 5harles and -rank >uryea introduced the actual horseless carriage in the year 1F ,. It $as the first internal-com#ustion motor car of .merica, and it $as follo$ed #y Cenry -ord%s first e&perimental car that same year. 4ne of the highest-rated early lu&ury automo#iles $as the 1 1, :olls-:oyce /ilver ?host that featured a *uiet +-cylinder engine, leather interior, folding $indscreens and hood, and an aluminum #ody. 5hauffeurs usually drove it and emphasis $as on comfort and style rather than speed. >uring the 1 ABs, the cars e&hi#ited design refinements such as #alloon tires, pressed- steel $heels, and four-$heel #rakes. ?raham 1aige >5 1haeton of 1 A featured an F-cylinder engine and an aluminum #ody. The 1 ,G 1ontiac >e 9u&e sedan had roomy interior and rear-hinged #ack door that suited more to the needs of families. In 1 ,Bs, vehicles $ere less #o&y and more streamlined than their predecessor $as. The 1 !Bs sa$ features like automatic transmission, sealed-#eam headlights, and tu#eless tires. The year 1 "G #rought po$erful high performance cars such as Mercedes-8en0 ,BB/9. It $as #uilt on compact and styli0ed lines, and $as capa#le of A,B kmph (1!! mph). This $as the Indian automo#ile history, and today modern cars are generally light, aerodynamically shaped, and compact.

F$'ts / F%)u#"s The automo#ile industry in India is on an investment overdrive. 8e it passenger car or t$o$heeler manufacturers, commercial vehicle makers or three-$heeler companies D everyone appears to #e in a scram#le to hike production capacities. The country is e&pected to $itness over :s ,B,BBB crore of investment #y AB1!. Cyundai $ill also #e unmasking the 6erna and a #rand ne$ diesel car. ?eneral Motors $ill #e launching a mini and may #e a compact car. Most of the companies have made their intentions clear. Maruti =dyog has set up the second car plant $ith a manufacturing capacity of A." lakh units per annum for an investment of :s +,"BB 5rore ( :s ,,ABB 5rore for diesel engines and :s A,G1F 5rore for the car plant itself). Cyundai and Tata Motors have announced plans for investing a similar amount over the ne&t , years. Cyundai $ill #ring in more than :s ,,FBB 5rore to India. Tata Motors $ill #e investing :s A,BBB 5rore in its small car pro(ect. ?eneral Motors $ill #e investing :s 1BB 5rore, -ord a#out :s ,"B 5rore and Toyota announced modest e&pansion plans even as Conda /iel has earmarked :s ,,BBB 5rore over the ne&t decade for India - a si0ea#le chunk of this should come #y AB1, since the company is also looking to enter the lucrative small car segment. Talking a#out the commercial vehicle segment, .shok 9eyland and Tata Motors have each announced $ell over :s 1,BBB 5rore of investment. Mahindra & Mahindra%s (oint venture $ith International Trucks is e&pected to see an infusion of at least :s "BB 5rore.

INDUSTRY 3ERFORMANCE IN 2012-13

The Indian automotive market managed to stand up to the vagaries of the economic meltdo$n to sho$ slightly gro$th during fiscal AB1A-1,. 4verall vehicle sales at G.A, lakh gre$ B.G1 per cent from +."! lakh units in AB11-1A. 2hen ma(or automotive markets reported a ,B-!B per cent decline, only a handful of countries managed to sho$ gro$th. . fe$ months ago, India $as looking at negative gro$th #ut has turned around. It is actually #etter than e&pected. /I.M has a positive outlook for the current financial year. 2hile it foresees a G-F per cent gro$th for the commercial vehicle segment, the industry #ody predicts a ,-" per cent gro$th for passenger vehicles. The three-$heeler segment may gro$ "-F per cent gro$th $hile t$o $heelers may sho$ ,-" per cent gro$th. The passenger vehicle market has $eathered the do$nturn largely due to market leader Maruti /u0uki $hich holds !F per cent of the market. The compact car giant clocked G.AA lakh units for AB1A-1,. 5losest rival Cyundai Motor India sold A.!! lakh cars, a gro$th of 1, per cent. Tata Motors% sales gre$ 1., per cent at A.,B lakh units $hile Mahindra & Mahindra posted A." per cent gro$th at 1.B+ lakh units. Most premium carmakers sa$ volumes shrink last fiscal. Toyota Hirloskar Motor%s num#ers fell 1" per cent to !+,F A units $hile -ord India%s sales $ere do$n 1G per cent to AG, G+ units. Conda /iel 5ars India also sa$ a 1G per cent drop at "A,!AB units $hile ?eneral Motors India $as do$n F per cent to +1,"A+ units. .mong commercial vehicle makers, all ma(or players sa$ su#stantial fall in volumes. Market leader Tata Motors $ith a +B per cent plus share, sho$ed AA per cent drop in num#ers at A.,! lakh units $hile .shok 9eyland sho$ed ,G per cent drop at !G,+,A. 3icher%s sales volume fell ,G per cent at 1G,,!1 units and -orce Motors $as do$n AF per cent at G,F1 units. 7The freight movement is unlikely to improve this fiscal $hich $ill impact truck sales.

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STORY OF MA4INDRA / MA4INDRA AUTOMO-I2ES

Mahindra & Mahindra (M&M) $as esta#lished in 1 !" as Mahindra & Mohammed. 9ater on, after the partition of India, one of the partners - ?hulam Mohammad - returned to 1akistan, $here he #ecame -inance Minister. .s Mahindra in 1 !F. M&M started its operation as a manufacturer of general-purpose utility vehicles. It assem#led 5H> (eeps in 1 ! . 4ver the passing years, the company e&panded its #usiness and started manufacturing light commercial vehicles (956s) and agricultural tractors. .part from agricultural tractors and 956s, Mahindra & Mahindra also sho$ed its de&terity in manufacturing army vehicles. /oon, it started its operations a#road, through its plants set up in 5hina, the =nited Hingdom and the =/.. M&M partnered $ith companies prominent in the international market, including :enault /., International Truck and 3ngine 5orporation, =/., in order to mark its glo#al presence. M&M also started e&porting its products to several countries across the $orld. /u#se*uently, it set up its #ranches including Mahindra 3urope /rl (#ased in Italy), Mahindra =/. Inc., Mahindra /outh .frica and Mahindra (5hina) Tractor 5o. 9td. .t the same time, M&M managed to #e the largest manufacturer of tractors in India, #y holding leadership in the market of the country, for around A" years. The company is an old hand in designing, developing, manufacturing and marketing tractors as $ell as farm implements. It made its entry to the passenger car segment in India, $ith the manufacture of 9ogan (mid-si0e sedan) in .pril AB11, under the Mahindra :enault colla#oration. /oon after the consider a#le success of 9ogan, M&M started launching a $ide range of 956s and three $heelers as $ell as /=6s including /corpio and ;E94. In the present time, ;E94 has gained immense popularity in India. It is one of the most opted vehicles in its class. a result, the company $as renamed to Mahindra &

11

MA4INDRA XY2O Mahindra ;E94 is one of the most successful and popular utility vehicle of the Mahindra and Mahindra ?roup. The car is ro#ust in appearance and it has #een elegantly designed, keeping in mind the conditions of the Indian roads. Mahindra ;E94 is also among the #est fuel-efficient cars of India as the manufacturer has e*uipped it $ith a A"BB cc diesel engine $ith"- speed transmission. .pril 1A, AB1A, Mum#aiI Mahindra & Mahindra 9td. (M&M), one of India%s leading auto #rands, has announced that its popular ;E94 /=6 has sold a record "B,BBB units in AB11-1A. The ;E94 is the first #rand in the /=6J=6JM16 category to cross "B,BBB units in one year and India%s leading /=6 #rand for t$o years in a ro$. 72ith its stylish appeal and rugged nature, the Mahindra ;E94 has emerged as the clear favorite amongst /=6 enthusiasts across the country since its launch eight years ago. The fact that it is the first #rand in the /=6J=6JM16 category to notch up sales of more than "B,BBB units in a single year is also a clear validation of our customer centric approach to #usiness. Today, the ;E94 is perceived as a stylish #ut afforda#le /=6 $hich caters to different customer needs and takes on all kinds of terrain $ith ease,< said Mr. 6ivek @ayer, 6ice 1resident D Marketing, .uto /ector, Mahindra and Mahindra 9td. /ince its launch in Kune ABBB, the ;E94 has evolved over the years, incorporating a host of features and aesthetics $hich match the evolving lifestyle aspirations of Indian consumers. In AB11, M&M launched the @e$ ;E94 $hich offered a #old ne$ style, greater comfort and conveniences. In Kanuary AB1A, Mahindra also introduced the ;E94 /pecial 3dition, a limited edition of India%s most popular /=6 $ith e&citing ne$ features for the young ur#an customer. MA4INDRA SCOR3IO Mahindra & Mahindra 9imited launched Mahindra /corpio as its first /ports =tility 6ehicle in India in ABBA. This /=6 has redefined the e&pectations for the design of /=6s $ith its sturdy looks and po$erful performance, the sophisticated interior design adds to the further glory to the appearance.

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MA4INDRA IN5ENIO Mahindra & Mahindra is planning to launch a ne$ multi-purpose vehicle (M16) to take on the Toyota Innova and the 5hevrolet Tavera in #oth the individual #uyer and ta&i segments. Mahindra has currently named the pro(ect Ingenio. The vehicle is e&pected to hit the market AB1, in MA4INDRA RENAU2T 2O5AN Much a$aited Mahindra-:enault 9ogan has #een launched in India. This compact sedan is a spacious, practical and afforda#le vehicle. The outlook of 9ogan is impressive and the #asic version is a value for money, ho$ever the top-end versions are a #it high on price. The prominent feature of this car is its performance, interiors and economy. MA4INDRA XY2O Mahindra & Mahindra 9imited launched their latest Multi =tility 6ehicle (M=6) 7;ylo< in India on Kanuary 1,, AB1,. The car #oasts of having all the lu&urious features that are seen in today%s sedans, $ith the ample space of a utility vehicle. ;ylo's muscular stance contri#utes to its commanding road presence. -ully packed $ith the latest features, the M=6 is sure to impress Indian consumers and provide a stiff competition to the other vehicles $ithin its class 3ERFORMANCE OF MA4INDRA XY2O =nder the hood of Mahindra ;ylo lies a !-cylinder tur#ocharged, m3agle diesel engine, $hich generates a po$er of 11A#hp L ,FBB rpm and a peak tor*ue of A! kgm L 1FBB-,BBB rpm. The po$erful engine is developed on the @3- 5:>e platform and is mated to "-gears manual transmission. The car accelerates from rest to +B kmJh in (ust ".F seconds MA4INDRA MAXX The Mahindra Ma&&, a product under the Mahindra Ma&& range, is a spacious passenger utility vehicle $ith a ma&imum seating capacity of 1B persons. It is perfect vehicle for large families going on long trips. The M=6 comes $ith a spacious ca#in $ith decent legroom.

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.vaila#le in ! main choicesI 8ase, T;, 9; and -estara, the M=6 comes loaded $ith a lot of merits. It has a long $heel#ase of A!,B mm to provide for a large seating capacity and cargo space. The vehicle has a high ground clearance of ABB mm $hich gives it good sta#ility on offroad drives. 8ecause of these reasons, the Mahindra Ma&& is more popular in semi-ur#an and rural areas of the country. The vehicle has high fuel efficiency and delivers more than any other vehicle in its category. It comes $ith a ,-year $arranty so that initial maintenance is not heavy on the pockets MA4INDRA MARS4A2 Mahindra Marshal >elu&e :oyale is a /port and =tility 6ehicle $ith has a seating capacity of nine people. Its design resem#les Mahindra%s old model of (eepsM #ut $ith some modifications. It has a "-door design $ith a hard top, ensuring safety. The interiors are comforta#le too $ith ergonomically designed seats affording travelling comfort. The Mahindra Marshal >elu&e :oyale can #e a good purchase $ith regards to its seating capacity and also its technologically advanced features. .lthough, the price is on a #it higher side, it is $orth investing.

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3# ,u't 3# &%*"

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M$0%(,#$ M$#s0$*

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MI2STONE7 A8ARDS AND ACCO2ADES M&Ms 61s !"#$ %#s s &''"' %( ) # *&+,"$ -. *- "%-$ )! #/)("0"+"* s1 2$"s (3(-&s 2$(4"s #*' 35( "$(*3 #%#$'s. DUA2 4ONOURS FOR C4AIRMAN MR9 :ES4U- MA4INDRA C0$%#!$(7 M#9 :"s0u; M$0%(,#$ 2as a$arded the 78usiness 6isionary .$ard AB1A< instituted #y the @ational Institute of Industrial 3ngineering (@ITI3), Mum#ai. 5hairman, Mr. Heshu# Mahindra $as also a$arded the prestigious I8/ Holkata

9ifetime .chievement .$ard for his Nunparalleled contri#ution to industrial gro$th and social and economic development of the community%. The Institute of 5hartered -inancial .nalysts of India%s (I5-.I) India 8usiness /chool (I8/) presented it, Holkata, at the /trategy /ummit AB1,, held in Holkata. S2E8 OF 4ONOURS FOR MR9 ANAND MA4INDRA Mr. .nand Mahindra, 65 & M>, Mahindra ?roup, received a num#er of prestigious a$ards in AB1A-1,, includingI The prestigious 5@85 .sia 8usiness 9eader of the Eear .$ard for the Eear AB1A as $ell as the 5@85 T6 India 78usiness 9eader of the Eear .$ard<.

The N534 of the Eear% a$ard at the India 8rand /ummit AB11 co-sponsored #y 8usiness /tandard and ITM 8usiness /chool in association $ith Times @o$ and >@. ne$spaper.

The 9M. 3ntrepreneur of the Eear AB1B a$ard, instituted #y the 9udhiana Management .ssociation (9M.).

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 The Most Inspiring 5orporate 9eader of the Eear% .$ard #y @>T6 1rofit

The @>T6 1rofit D 5ar & 8ike .$ard AB1A for .utomo#ile Man of the Eear.

M#9 A($(, M$0%(,#$ $as also nominated as a Mem#er of the 5ouncil of the 3&ecutive 5ommittee of the @ational /ports >evelopment -und (@/>-) of the ?ovt. of India. Ce $as featured in the list of "B Most Influential Indians in 8usiness 2eek%s edition dated .ugust 1,, AB1, 4I54EST CRISI2 RATIN5 FOR M/M M&M has received the highest ?overnance & 6alue 5reation rating, 5:I/I9 ?65 9evel D I from 5:I/I9 for the a#ility to create value for all stakeholders, $hile adopting sound corporate governance practices. DUN / -RADSTREET AMERICAN EX3RESS COR3ORATE A8ARDS 2012 Mahindra & Mahindra $as rated as the leading Indian company in the .utomo#ile D Tractors sector in the N>un & 8radstreet D .merican 3&press 5orporate .$ards AB1A%. The .utomo#ile /ector comprises of three categories D 1assenger 6ehicles, 5ommercial 6ehicles and Tractors. These a$ards recogni0e the virtues of si0e and gro$th in the a$ards methodology. M&M ranked @o. 1 in these t$o segments in the premier >un & 8radstreet India pu#lication, India%s Top "BB 5ompanies AB1A.

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MA4INDRA RECEIVES AMITY 4R EXCE22ENCE A8ARD Mahindra & Mahindra $as honored $ith the .mity C: 3&cellence .$ard at the -ourth .mity ?lo#al C: /ummit AB1A held at the .mity International 8usiness /chool, @oida. The .mity C: 3&cellence .$ard recogni0ed Mahindra as one the most admired companies across the glo#al on account of its innovative strategies for Cuman :esources Management and >evelopment.

52O-A2 4R EXCE22ENCE A8ARD FOR M/M Mahindra & Mahindra $on the ?lo#al C: 3&cellence .$ard for Innovative C:

practices (Manufacturing /ector), in the .sia 1acific C:M 5ongress, held in Mum#ai. These a$ards recogni0e organi0ations and individuals $ho have em#raced change, encouraged constructive challenges and demonstrated entrepreneurial skills in the corporate $orld.

M/M 8INS -OM-AY C4AM-ER 5OOD COR3ORATE CITI<EN A8ARD 2006-07 M&M $as presented $ith the coveted 8om#ay 5ham#er ?ood 5orporate 5iti0en .$ard ABB+BG at a glittering ceremony held to cele#rate the 5ham#er%s 1GAnd -oundation >ay on /eptem#er A1, AB11. Mr. 8harat >oshi, 3&ecutive >irector, M&M 9td. and Mr. :a(eev >u#ey, Mem#er of the ?roup Management 8oard and 5hairman, Mahindra & Mahindra 5/: 5ouncil, received the a$ard on #ehalf of the company. This .$ard recogni0es and honors conspicuous achievement #y corporate organi0ations #y $ay of service to the civic community, in addition to outstanding operational performance. It takes into account several parameters, including 8usiness 1erformance, 5orporate Interests, 3mployee 2elfare, 5ustomer and /takeholder /atisfaction and /ocial Investment. 5O2DEN 3EACOC: A8ARD FOR EXCE22ENCE IN COR3ORATE 5OVERNANCE Mahindra & Mahindra $on the coveted ?olden 1eacock .$ard for 3&cellence in 5orporate ?overnance ABB+. This a$ard validates the company%s N8est-in-5lass% corporate governance practices and reflects its transparent and ethical dealings $ith stakeholders across the entire value chain. It recogni0es the Management%s commitment to the highest standards of corporate conduct
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and its commitment to 5orporate /ocial :esponsi#ility as a distinct activity that helps #uild commenda#le social values and adds to the ethical fi#er of the organi0ation.

-EST AUTOMOTIVE MANUFACTURIN5 SU332Y C4AIN EXCE22ENCE A8ARD Mahindra & Mahindra has #een a$arded as the organi0ation $ith the 78est .utomotive Manufacturing /upply 5hain 3&cellence<. The a$ards $ere presented #y India Times Mindscape (Times of India ?roup) along $ith the 8usiness India ?roup at the 3&press, 9ogistics & /upply 5hain .$ards held in Mum#ai on /eptem#er AF, AB11. .. 5. @eilson is accredited $ith the research for the a$ard nominees and $inners.

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4I54 RAN:IN5S FOR MA4INDRA M&M $as ranked second in the prestigious e Most Trusted 5ar 5ompany in India study conducted #y T@/. M&M scored 1AG points, (ust seven points #elo$ the top ranking company, according to a T@/ communi*uO. M&M $as ranked 1!th in The 3conomic Times prestigious N3T "BB% list of top achieving companies in IndiaP The company has moved up four ranks from last year. To *uote from the N3T "BB% $rite-upI 7M&M%s Nart-to-part% strategy of diversification into the auto parts value chain and its plans for ne$ platforms for utility vehicles and (oint venture $ith :enault for 9ogan have led to a gain in ranks.< M&M $as ranked AAnd in 8usiness India%s annual survey of the country%s top companies - /uper 1BB M&M $as ranked ,1st in 8usiness Today%s annual survey of India%s most valua#le companies

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21

A-OUT MA4INDRA XY2O

MA4INDRA XY2O Mahindra & Mahindra 9imited launched the second generation ;E94 in March AB11. The allne$ sports-utility vehicle (/=6) comes $ith refreshed looks and style. The e&teriors and interiors of the latest ;E94 have #een designed in $ay that $ill find appeal $ith the younger generation of car #uyers in India. The automo#ile sports a host of ne$ features, $hich perfectly suit the needs of Indian consumers. .n off-road /=6, it delivers uncompromising fuel efficiency and commenda#le performance on city roads as $ell. ?et a sneak peek at $hat%s ne$ in the tough ne$ ;E94. ?et the lo$do$n on ho$ it makes your drive a never #efore e&perience. E()%(" @e$ Mahindra ;E94 is po$ered #y A"A,cc Tur#o 5harged >I (>irect In(ection) diesel engine, $hich generates a po$er of +,.A 1/ L ,ABB rpm and 1F.! kgm of tor*ue L 1!!B-1"BB rpm. The A."9 engine is much more refined than its previous model. The good, lo$-end tor*ue of ;E94 allo$s a smooth ride on gradients and #umpy roads. D"s%)( $(, C !& #t Mahindra ;E94 flaunts a ne$, sleek front grille and muscular #umper that accentuate the appearance of its fascia. The rear side appears more sophisticated, $ith curved clear lens taillights. .dding to the appeal of the e&teriors is the $ell-contoured door handles. 3rgonomics in the ca#in of the all-ne$ ;E94 have #een re$orked to suit the present-day consumer's desire. Its plush #ucket seats offer a greater degree of comfort to the occupants. >iscover the ergonomic driver%s seat, the arm rest in the middle ro$ or the multi-directional .5 louvers. There are little touches every$here to make your drive less of a drive and more of a pleasant (ourney.

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I(t"#% #s Mahindra ;E94 sports a trendy dash#oard and instrument cluster. The efficiency of the air conditioning system has also #een improved. The audio system is integrated on the instrument panel in such a $ay that the controls are $ithin easy reach of the driver. The ne$ Mahindra ;E94 comes packed $ith many utility spaces. There are small storage areas for various passenger needs, $hich are neatly tucked a$ay in the space-efficient central console.

R%," $(, 4$(,*%() @e$ Mahindra ;E94 comes e*uipped $ith an advanced @?T "AB transmission, along $ith synchromesh gears, $hich allo$ smooth gearshifts. The automo#ile's front suspension is #uilt to $ithstand tough road conditions, $hile giving its occupants utmost comfort. . com#ination of disc and drum #rakes is used in the /=6, $hich facilitates smooth #raking on all road conditions. The $ide radial tyres of ;E94 ensure #etter road grip, safety and improved handling. S$&"t. Mahindra ;E94 comes e*uipped $ith anti-roll #ars that help the vehicle hold to the ground even on the tightest #ends. Its #raking system prevents the locking of $heels on slippery roads. The ne$ /=6 also has a long $heel#ase, $hich provides greater sta#ility to the automo#ile. The other safety features of Mahindra ;E94 include central locking and seat #eltJdoor open $arning. St.*"= The ;E94 is #uilt solidly #ut that didn%t stop us from enhancing the sense of security. /o $e put in anti-roll #ars to help hug the ground even on the tightest #ends, #rakes that prevent $heel locking and a seat #eltJdoor open $arning system. -rom the aggressive grille ornament to the muscular front fascia, lo$ stance fender e&tensions, clear lens headlamps and stand out $heel arches there's a lot you can discover in the ne$ ;E94. .ll at a dealer near you.
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C (>"(%"('"= -ind space for maga0ines or maps, slots for #ottles or cans, a surprisingly large glove #o& to s$allo$ anything you thro$ into it. There%s even a 1A6 charging point along $ith a mo#ile holder. /o the only thing you have to think a#out is your destination.

3"#& #!$('"= The high po$er and high tor*ue give the ;E94 great load carrying capa#ilities especially over inclines. The synchromesh gears make gear shifts and even city driving a cinch. .nd the uni*ue Mahindra >I engine gives you uncompromising fuel economy too.

V$#%$(ts7 3#%'" $(, C * # The eight variants of ne$ Mahindra ;E94 are /9;, >;, >I, ;9/, ;9, /ports, Invader and 5amper. The /=6 is availa#le in five colors, including .pple :ed, -iery 8lack, >iamond 2hite, :ocky 8eige and Turf ?reen. The latest version of Mahindra ;E94 is priced #et$een :s F.+B lakh to :s 1!.+1 lakh.

X.* O>"#>%"+
I(t# ,u't% ( O& XY2O M ,"* Take on anything starting no$ $ith the ne$ Mahindra ;E94. .ny road that calls itself tough had #etter $atch out. The ne$ Mahindra ;E94 comes loaded $ith ne$ features in style, comfort and convenience. To let you dominate $hatever you encounter on the road. D%s' >"# t0" t u)0 ("+ 6.* 9 Cere's a sports utility vehicle that #rings you #rand ne$ style $ith tried and tested performance. . mid si0e /=6 packed $ith. @e$ comforts and conveniences. 5hoose from five models, to fit your needs or to underline your style. .nd o$n a driving e&perience that puts you firmly in command.
24

XY2O S2X The ;E94 /9; is the top-of-the-heap model. It has almost every feature on the ne$ features list. -rom the ne$ trim on the front grille to the lo$ stance fender or the clear lens headlamps. XY2O S2E -or style the ;E94 /93 matches the /9; in every aspect e&cept one $here it scores over its high-end counterpart - sporty decals. In fact this is the only model $ith decals on it. XY2O DI The spirit of the tough ne$ ;E94 $ithout the frills is the #est description for the ;E94 >I. The style, the aggression, the authority is all there minus the creature comforts and conveniences. The spirit of the tough ne$ ;E94 $ithout the frills is the #est description for the ;E94 >I. The style, the aggression, the authority is all there minus the creature comforts and conveniences. 5lick on the related links to get an outside-in picture of Mahindra%s ne$ vehicle. XY2O DI 3*us 9ike its higher-end #rothers, the 1lus too has most of the style features found on the /9; list. .nd if you care for more comforts and conveniences on the inside then all you have to do is choose the po$er steering option. XY2O V2X The ne$ ;E94 69; comes #uilt-in $ith e&traordinary po$er, thanks to the ne$ steroidpumping G C1 (G1." H2) 5:>e engine. This ;E94 variant comes e*uipped $ith all you $ould e&pect from India's @o.1 /=6 #rand and much more. The noise-reducing, refined @6C package clearly tells everything outside to 'shut up'. The 6oice .ssist /ystem $ill make you $ant to listen to this #rute, once in a $hile. The sturdy suspension makes taking on any terrain a #ree0e, $hile enhanced #raking system makes sure you stay on the road.

25

26

XY2O S2X F"$tu#"s $(, S1"'%&%'$t% ( Make Model 6ariant 8ody Type @o. of >oors Mahindra ;E94 /9; /=6 "

Fu"* E&&%'%"('.= 5ity Mileage Cigh$ay Mileage -uel 5apacity -uel Type -uel ?rade .! kmpl 1A.! kmpl +B liters >iesel

E()%(" 3$#$!"t"#s= >isplacement 8ore /troke 5ylinder 5onfiguration 6alve ?ear 4peration 5ompression :atio @o. of 6alves .spiration -uel /ystem Corse 1o$er A"A,cc ! inline F Tur#o 5harged >I +,.1AL,ABB psLrpm

27

Tor*ue

1FBL1!!B @mLrpm

St""#%() $(, Sus1"(s% ( /teering Type 1o$er /teering -ront /uspension :ear /uspension :ack and pinion, po$er assist Ees Independent $ith coil spring 9eaf spring

D%!"(s% (s 9ength Ceight 2idth 2heel 8ase 5learance 8oot -ront Cead :oom -ront 9eg :oom D :ear Cead :oom :ear 9eg :oom Hre#s 2eight ?ross 2eight !B"+ mm 1FFB mm 1++B mm A+FB mm ABB mm MinI +Bmm Ma&I +Bmm MinI +Bmm Ma&I +Bmm MinI G!mm Ma&I !mm MinI 1+1"kg Ma&I 1+1" kg

D#%>" T#$%( Type ?ears Manual "

28

>rive 9ine

:2>

C !& #ts F"$tu#"s .M J -M :adio 1resent

3&cept .M J -M radio there is no other comfort is provided. S$&"t.= There is no safety feature included in ;E94 /9; including antitheft system etc

29

MA4INDRA ?XY2O@ 3RICE 2IST

;ylo 6ariants 3&-/ho$room 1rice

;E94 >A M.; ;E94 >A 8/ III ;E94 >! ;E94 >! 8/ III ;E94 C! ;E94 C! .8/

77127000 77327168 77327168 77737243 87327551 87567395

30

A-OUT MA4INDRA DEA2ER

SA- AUTOMO-I2ES 3VT 2TD B3VTC 2TD /K8 .utomo#iles 1vt 9td $ere esta#lished in 1 F1. /K8 .utomo#iles $ere the first authori0ed dealers of M&M inTrichy. Ou# D%st%('t% (= This is one of the largest authori0ed dealers for Mahindra & Mahindra .utomotives. :ecord sales in the first year of operation. 3$#t("#s %( 3# )#"ssI 2e are the preferred partners of M&M automotives, chiefly due to our successful sales record and *uality. 4ur facilities have remained unsurpassed, as $e strive every day to #etter our self. C !!$(,%() 3#"s"('"= /K8 .utomo#iles as a centrali0ed air-conditioned sho$room of M&M automotives its kind in :a(asthan, spread gracefully and decorated elegantly over an impressive F1BB s*.ft at Trichy, 8eing e*uipped $ith affa#le front office staff and adept professional technicians, 1rovide a perfect of *uality /ervice and :elia#ility. S1$'" F#%"(,*.I The interiors are aimed at making you feel completely at ease, in lu&ury. 8ecause for us the customer is king, one $ho deserves a regal offering. The setting is apt for times $hen you need to s$itch into a rela&ed state of mind. T"'0( * ). t St$. A0"$,= 2e are e*uipped $ith the latest technological advancement in the industry, in order to give the #est of services $hen it matters. @ot (ust to #e part of, 8ut to #uild the future, is our motto.

31

A!;%"('" t0" E6u," R"*$6$t% (= 4urs is one of the fe$ service centers to #e e*uipped $ith a fully-fledged customer-$aiting lounge. . part from a television and chess #oard, it had a $ed kiosk to keep u connected all the time. S"#>%'" +%t0 C !!%t!"(t= 4ur dedicated team of mechanical specialty offers e&pert treatment for your vehicle. 2e ensure consistency in performance each time, $ithout fail. Att"(t% ( t D"t$%*s= 2e provide genius spare parts and accessories to ensure e&ceptional performance. 3very single aspect related to your vehicle is taken care of at our premises. D"$*%() M$," C (>"(%"(t= It is a part of our commitment policy to give advantage to the customer at every (uncture. 2e offer assistance of every kind at our premises itself, $hich makes it a one stop facility. E61"#t 5u%,$('" $t E>"#. St"1= 4ur sales team gives utmost priority to your satisfaction. 2hen you need help to make the right choice, it is ensured that the result is #eyond your e&pectations. Thus making it a point that you get the #est in #oth lu&ury and comfort al$ays. M ,"*s= Mahindra & Mahindra has #een launching various type of M=6s and cars from the year of 1 !", keeping in mind the *uality, design, driving, comfort, fuel efficiency, value forever. 2hat drives M&M is 5ommitment 9eadership and service and resale value. These from a formida#le force that gives our customers the pride and the (oy of

32

 .ny an eye for appropriate technology. /ince 1 !", $hen M&M first #egan manufacturing M=6s & 956s, M&M have #een engaged in a single-minded endeavor to #ring you cars that only state-of-the-art, #ut are also some f the most environment-friendly vehicles in this $orld-a reflection of our commitment and care, for #etter environment. .t the heart of every M&M is a uni*ue engineering and an optimal mi& of po$er and economy. .ll this is supported #y M&M nation D $ide dealership net$ork and automated $orkshop that provide e&cellent after sale service The company has constantly e&ploring ne$ opportunity to define the shape to tomorro$%s driving technology.

3# ! t% ($* A't%>%t%"s= The promotional activities adopted #y /K8 .utomo#iles are 1. Test >riving A. -ree >riving ,. Coarding !. >iscounts ". .dvertisement in @e$spaper and maga0ines +. ?ift /chemes G. -ree /ervices F. Mileage 5ontents 1romotional e&penses have #een #orne #y #oth 8ikaner Motors and M&M, shares in advertisement cost.

33

S"#>%'" O&&"#",= /ervice and paid service after sale of 5ars. -ree checkups campaigns -inance through #ank >emonstration for ne$ products .cceptance of $arranty claims 8 #D%() T%!" %( SA- Aut ! ;%*"sI 2orking hours in =nited .utomo#iles are 1A hours per day starting from I,B am to I,Bpm $ith one-hour #reak for lunch and 1" minutes for evening tea and coffee

34

O-AECTIVES OF T4E STUDY

The study has #een under taken to analy0e the customer satisfaction to$ards all variant of Mahindra ;E94 in Trichy $ith a special reference to the M&M motors, the other O;E"'t%>"s $#"= To gather information a#out customer satisfaction to$ard ;E94 in the geographic region of Trichy (T@). To kno$ the customer perception a#out features, lo$ maintenance cost and looks of ;E94. To kno$ the customer satisfaction a#out the safety and comfort provided #y ;E94. To provide suggestions, in improving the customer satisfaction and the company sales and 1rofita#ility. To kno$ the customer satisfaction to$ards the after sales service offers #y M&M

35

RESEARC4 MET4ODO2O5Y

:esearch >esign :esearch 1rocess >ata collection /amples si0e /cope and the 9imitation of the study.

RESEARC4 MET4ODO2O5Y . research process consists of stages or steps that guide the pro(ect from its conception through the final analysis, recommendations and ultimate actions. The research process provides a systematic, planned approach to the research pro(ect and ensures that all aspects of the research pro(ect are consistent $ith each other. :esearch studies evolve through a series of steps, each representing the ans$er to a key *uestion. INTRODUCTION This chapter aims to understand the research methodology esta#lishing a frame$ork of evaluation and revaluation of primary and secondary research. The techni*ues and concepts used during primary research in order to arrive at findingsM $hich are also dealt $ith and lead to a logical deduction to$ards the analysis and results. RESEARC4 DESI5N I propose to first conduct a intensive secondary research to understand the full impact and implication of the industry, to revie$ and criti*ue the industry norms and reports, on $hich certain issues shall #e selected, $hich I feel remain unans$ered or lia#le to change, this shall #e further taken up in the ne&t stage of e&ploratory research.

36

This stage shall help me to restrict and select only the important *uestion and issue, $hich inha#it gro$th and segmentation in the industry. The various tasks that I have undertaken in the research design process areI >efining the information need >esign the e&ploratory, descriptive and causal research.

RESEARC4 3ROCESS The research process has four distinct yet interrelated steps for research analysis it has a logical and hierarchical orderingI >etermination of information research pro#lem.

>evelopment of appropriate research design.

3&ecution of research design.

5ommunication of results. 3ach step is vie$ed as a separate process that includes a com#ination of task, step and specific procedure. The steps undertake are logical, o#(ective, systematic, relia#le, valid, impersonal and ongoing.

EX32ORATORY RESEARC4 The method I used for e&ploratory research $as

37

 1rimary >ata /econdary data

3RIMARY DATA @e$ data gathered to help solve the pro#lem at hand. .s compared to secondary data $hich is previously gathered data. .n e&ample is information gathered #y a *uestionnaire. Qualitative or *uantitative data that are ne$ly collected in the course of research, 5onsists of original information that comes in the act of conducting research. This is contrasted to secondary data, $hich entails the use of data gathered #y someone other than the researcher information that is o#tained directly from *uestionnaire filled #y the respondents. SECONDARY DATA Information that already e&ists some$here, having #een collected for another purpose. /ources include census reports, trade pu#lications, and su#scription services. There are t$o types of secondary dataI internal and e&ternal secondary data. Information compiled inside or outside the organi0ation for some purpose other than the current investigation :esearching information, $hich has already #een pu#lishedP Market information compiled for purposes other than the current research effortM it can #e internal data, such as e&isting sales-tracking information, or it can #e research conducted #y someone else, such as a market research company or the =./. government. S"' (,$#. s u#'" & ,$t$ us", ' (s%sts & ; Ds $(, +";s%t"s first-hand sources #y means of surveys, o#servation or e&perimentation. 1rimary data is #asically collected #y getting from people and includes information gathered from surveys, focus groups, independent o#servations and test results. >ata gathered #y the researcher

38

My proposal is to first conduct a intensive secondary research to understand the full impact and implication of the industry, to revie$ and criti*ue the industry norms and reports, on $hich certain issues shall #e selected, $hich I feel remain unans$ered or lia#le to change, this shall #e further taken up in the ne&t stage of e&ploratory research.

39

DESCRI3TIVE RESEARC4 /teps in the descriptive researchI /tatement of the pro#lem Identification of information needed to solve the pro#lem

/election or development of instruments for gathering the information

Identification of target population and determination of sampling 1lan.

>esign of procedure for information collection

5ollection of information

.nalysis of information

?enerali0ations andJor predictions

DATA CO22ECTION >ata collection took place $ith the help of filling of *uestionnaires. The *uestionnaire e method has come to the more $idely used and economical means of data collection. The common factor in all varieties of the *uestionnaire method is this reliance on ver#al responses to *uestions, $ritten or oral. I found it essential to make sure the *uestionnaire $as easy to read

40

and understand to all spectrums of people in the sample. It $as also important as researcher to respect the samples time and energy hence the *uestionnaire $as designed in such a $ay, that its administration $ould not e&ceed !-" mines. These *uestionnaires $ere personally administered. The firsthand information $as collected #y making the people fill the *uestionnaires. The primary data collected #y directly interacting $ith the people. The respondents $ere contacted at shopping malls, markets, places that $ere sho$rooms and near to sho$rooms of the consumer dura#le products etc. The data $as collected #y interacting $ith !B customer and 1" employees% respondents $ho filled the *uestionnaires and gave me the re*uired necessary information. The respondents consisted of house$ives, students, #usinessmen, professionals $as collected #y directly interacting $ith these respondents. etc. The re*uired information

DETERMINATION T4E SAM32E 32AN AND SAM32E SI<E

TAR5ET 3O3U2ATION It is a description of the characteristics of that group of people from $hom a course is intended. It attempts to descri#e them as they are rather than as the descri#er $ould like them to #e. .lso called the audience the audience to #e served #y our pro(ect includes key demographic information (i.e.M age, se& etc.).The specific population intended as #eneficiaries of a program. This $ill #e either all or a su#set of potential users, such as adolescents, $omen, rural residents, or the residents of a particular geographic area. Topic areasI ?overnance, .ccounta#ility and 3valuation, 4perations Management and 9eadership. . population to #e reached through some action or interventionM may refer to groups

$ith specific demographic or geographic characteristics. The group of people you are trying to reach $ith a particular strategy or activity. The target population is the population I $ant to make conclude an ideal situationM the sampling frames to matches the target population. . specific resource set that is the o#(ect or target of investigation. The audience defined in age, #ackground, a#ility, and preferences, among other things, for $hich a given course of instruction is intended. I have selected the sample trough /imple random /ampling.
41

SAM32E SI<EI This involves figuring out ho$ many samples one need. The num#ers of samples you need are affected #y the follo$ing factorsI 1ro(ect goals

Co$ you plan to analy0e your data

Co$ varia#le your data are or are likely to #e

Co$ precisely you $ant to measure change or trend

The num#er of years over $hich you $ant to detect a trend

Co$ many times a year you $ill sample each point

Co$ much money and manpo$er you have.

SAM32E SI<E I have targeted !B customers in the age group a#ove A1 years for the purpose of the research. The target population influences the sample si0e. The target population represents the Trichy region. The people $ere from different professional #ackgrounds. The details of our sample are

42

e&plained in chapter named primary research $here the divisions are e&plained in demographics section.

43

R"s"$#'0 D"s%)( :esearch design is a conceptual structure $ithin $hich research $as conducted. . research design is the detailed #lueprint used to guide a research study to$ards its o#(ective. It is a series of advanced decision taken together comprising a master plan or a model for conducting the research in consonance $ith the research o#(ectives. :esearch design is needed #ecause it facilitates the smooth sailing of the various research operations, there#y making research as efficient as possi#le yielding ma&imum information $ith the minimum effort, time and money.

44

S' 1" $(, t0" 2%!%t$t% ( & t0" stu,.

The scope of study is limited to the respondents are selected from in and around Trichy (T@). The pro(ect is carried out for the period of !" days only. Measurement of customer satisfaction is comple& su#(ects, $hich uses non-o#(ectives method, $hich is not relia#le. The sample unit $as also !B respondents. Co$ever, Mahindra and Mahindra .utomo#ile sho$rooms are located in other places i.e. locally and even in the neigh#oring states. 4nly opinion of respondents of Trichy city $as consider for finding out the opinions of respondents.

45

DATA ANA2YSIS / INTER3RETATION

T$;*" N 9 1 S$t%s&$'t% ( t +$#,s M$0%(,#$ XY2O Satisfied Dissatisfie d 50% 20% Highly Dissatisfied 10% Neutral 10% Disagre e 10%

I(t"#1#"t$t% ( 1=

46

The sample dra$n on pro#a#ility #asis sho$s that FBR of the customers $ere satisfied $ith ;E94 variant and only ABR $ere not satisfied $ith ;E94 variant. O;s"#>$t% (= Most of the respondents approached $ere satisfied $ith ;E94

T$;*" N = 2 F$'t #s $&&"'t%() 'ust !"# s$t%s&$'t% ( t +$#,s M$0%(,#$ XY2O -actor @o. of :espondent 1ercentage

I(t"#1#"t$t% ( 2= The sample dra$n on the pro#a#ility #asis clearly sho$s that ,"R (1!respondents) are the opinion that lo$ maintenance is the satisfaction factor ;E94 and AB R( F respondents) of them $ho vie$ .fter /ales /ervice as a vital factor for customer satisfaction. -ollo$ed #y

47

5omfort $hich corresponds to 1F R( G respondents), /tyle $ith 1" R( + respondents) and only 1A R( " respondents) of them vie$ that feature of ;E94 as satisfaction factor. O;s"#>$t% (= Ma(ority of the respondent are of the idea that lo$ maintenance of the top most feature contri#uting to customer satisfaction follo$ed #y after sales services comfort style and features .s such, Mahindra should focus on the aspects, $hich $ill enhance the customer satisfaction and thus the market share T$;*" N = 3 Cust !"# 1%(% (s t +$#,s &u"* ' (su!1t% (9 -actor 3&tremely /atisfied /atisfied @eutral >issatisfied @o. of :espondent 1B AB G ,

I(t"#1#"t$t% ( 3=

48

1BBR of the respondents "BR of the respondents approached $ere satisfied $ith the fuel consumption of the ;E94. -ollo$ed #y A"R $as e&tremely satisfied, 1GR are neutral and rest of the FR is more dissatisfied $ith fuel consumption of ;E94. O;s"#>$t% (I .s ma(ority of the respondents are satisfied $ith the fuel consumption of Mahindra ;E94, the company should maintain the same standard and it is suggested to come up $ith suita#le measure to reduce the negative opinion among the consumer $ho are of the opinion that the fuel consumption is a dissatisfying factor. T$;*" N = 4 Cust !"# 1%(% (s t +$#, S$&"t. $(, C !& #t9 -actor 3&tremely /atisfied /atisfied @either /atisfied & >issatisfied >issatisfied 1 F ! @o. of :espondent

I(t"#1#"t$t% ( 4=

49

1BBR of the respondents !FR of the respondents approached $ere satisfied $ith the safety and comfort feature of the ;E94. -ollo$ed #y AAR $as e&tremely satisfied, ABR are neutral and rest of the 1BR $as dissatisfied $ith safety and comfort feature of ;E94. O;s"#>$t% (I .s ma(ority of the respondents are satisfied $ith the safety and comfort feature of Mahindra ;E94, the company should maintain the same standard and it is suggested to come up $ith suita#le measure to reduce the negative opinion among the consumer $ho are of the opinion that the fuel consumption is a dissatisfying factor.

T$;*" N = 5 Cust !"# 1%(% (s t +$#, D"s%)(9 -actor 3&tremely /atisfied /atisfied @eutral >issatisfied @o. of :espondent F 1+ 11 "

50

I(t"#1#"t$t% ( 5= 1BBR of respondents !BR of the respondents approached $ere satisfied $ith the >esign of the ;E94. ABR $ere more satisfied, AGR of them neutral and 1,R are dissatisfied $ith the design of the ;E94. O;s"#>$t% (I .s ma(ority of the respondents are satisfied $ith the design of Mahindra ;E94, the company should maintain the same standard and it is suggested to come up $ith suita#le measure to reduce the negative opinion among the consumer $ho are of the opinion that the fuel consumption is a dissatisfying factor.

T$;*" N = 6 Cust !"# 1%(% (s t +$#, s1$'" $>$%*$;%*%t. %( M$0%(,#$ XY2O9 -actor More /atisfied /atisfied @either /atisfied & >issatisfied >issatisfied @o. of :espondent 11 A1 G 1

51

I(t"#1#"t$t% ( 6= The sample dra$n on the pro#a#ility #asis sho$s that out of 1BBR of respondents "AR of the respondents approached $ere satisfied $ith the space availa#ility of the ;E94. AGR $ere more satisfied, 1FR of neither satisfied and dissatisfied and ,R are dissatisfied $ith the space availa#ility of the ;E94. O;s"#>$t% (= .s GBR of the respondents are happy $ith the space availa#ility of the Mahindra ;E94 vehicle, it can #e conducted that the company has undertaken proper :&> in this aspect. The ,BR of the respondents $ho have ans$ered negatively may #e comparing $ith the vehicle in the same category launched very recently. T$;*" N = 7 Cust !"# s$t%s&$'t% (s t +$#, M$%(t"($('" & M$0%(,#$ XY2O -actor 3&tremely /atisfied /atisfied @eutral >issatisfied AB F , @o. of :espondent

I(t"#1#"t$t% ( 7=
52

The sample dra$n on the pro#a#ility #asis sho$s that out of 1BBR of respondents "BR of the respondents approached $ere satisfied $ith the maintenance of the ;E94. AAR $ere e&tremely satisfied, ABR of neutral and FR are dissatisfied $ith the maintenance. O;s"#>$t% (= Though ma(ority of the customer are satisfied that the maintenance cost of Mahindra ;E94 is less, around ABR are not satisfied $hich may #e #ecause of comparison of ;E94 $ith the ne$ly launched competing #rands coming $ith even lo$er maintenance cost. T$;*" N = 8 Cust !"# $+$#"("ss $; ut 1 +"# st""#%()9 4ption .$are =na$are Total @o. 4f :espondent ,A F !B @o. 4f :espondents (R) FBR ABR 1BBR

I(t"#1#"t$t% ( 8=

53

4ut of 1BBR of respondents, FBR of the respondents approached $ere a$are of the po$er steering present in some variant of ;E94 and ABR $ere not a$are of the po$er steering present in some variant of ;E94. O;s"#>$t% (= Most of the respondents approached $ere a$are of po$er steering system introduced in some variants of ;E94.

T$;*" N = 9 Cust !"# 1"#'"1t% (s $; ut XY2O 6ery ?ood F ?ood 1 .verage F 8ad " 6ery 8ad -

I(t"#1#"t$t% ( 9=

54

The sample dra$n on the pro#a#ility #asis sho$s that out of 1BBR of respondents !GR of the respondents gave ?ood response to ;E94. ABR gave 6ery ?ood response, ABR gave .verage response and 1,R gave #ad response to ;E94. O;s"#>$t% (= .s +GR of the respondents are satisfied that they are happy $ith ;E94, it satisfies that the customer satisfaction levels are very high. If the company $ere to identify the pitfalls in their product and undertake remedial measure, thus it $ill lead to more good $ord of mouth pu#licity.

FINDIN5S

8ased on the data gathered #y administrating schedules to customers the follo$ing o#servations are made. 1. Mahindra ;E94 has e&cellent percentage of customer satisfaction according to the data sho$n in ta#le 1 of the data analysis and Interpretation topic. A. Most of the people are satisfied $ith its lo$ maintenance cost and after sales service provided #y Mahindra ;E94. ,. 8ased on the fuel consumption, most of the people are satisfied $ith it. !. 8ased on /afety and 5omfort, >esign, /pace, Maintenance most of the people are satisfied $ith it. ". 9arge num#ers of ;E94 user are a$are of its po$er steering. +. If $e took the satisfaction level of people to$ard ;E94, it #ecomes good. G. Its features and style satisfy most of the people.

55

56

RECOMMENDATION

1. Mahindra 5ompany has to implement good customer relationship management strategy that enhances customer satisfaction level.

A. The company can for the undertake :&> to improve the e&isting feature $hich field help increase in the customer satisfaction.

,. The company should promote a#out the entire feature offered #y it.

!. .s ma(ority of the customer give opinion that they are satisfied is the factor, services and design of the product of the company should taken not only maintain the e&isting standard #ut also enhance them.

57

CONC2USION

1. Mahindra ;E94 has a very good market share in the state of ?urgaon (@5:) for the /=6 segment.

A. The company is offering good services, $hich is reflected on the satisfaction of the customer.

,. Ma(ority of the customer are satisfied $ith the design of the vehicle.

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-I-2IO5RA34Y

$$$.mahindra&mahindra.com $$$.mahindra;E94.com $$$.google.com $$$.indiaindustry.com

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FUESTIONNAIRE

Cust !"# S$t%s&$'t% ( Fu"st% (($%#"

19 N$!" GGGGGGG99 29 A,,#"ss=-GGGGGGGGGGGGGGGGGGGGGGGGGGGGG99 39 A)" -"* + 20 21-30 31-40 41-50 51 $(, $; >" 49 I(' !" -"* + 20000 20001-30000 30001-40000 40001-50000 50001 $(, $; >" 59 O''u1$t% ( -us%("ss 5 >t9 E!1* .", 3>t9 E!1* .", 3# &"ss% ($*

1C Y u $#" s$t%s&%", +%t0 M$0%(,#$ XY2O a. 3&tremely /atisfied

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#. /atisfied c. @or /atisfied & >issatisfied d. >issatisfied

2C 80%'0 &$'t # . u ' (s%,"# %s s$t%s&%"s . u ! stH a. -eature #. 9o$ Maintenance c. 9ooks d. .fter /ales /ervice 3C A#" . u s$t%s&. +%t0 t0" &u"* ' (su!1t% ( & XY2OH a. 3&tremely /atisfied #. /atisfied c. @eutral d. >issatisfied 4C A#" . u s$t%s&%", +%t0 t0" S$&"t. $(, C !& #t & XY2OH a. 3&tremely /atisfied #. /atisfied c. @eutral d. >issatisfied

5C A#" . u s$t%s&%", +%t0 t0" D"s%)(H a. 3&tremely /atisfied

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#. /atisfied c. @eutral d. >issatisfied 6C A#" . u s$t%s&%", +%t0 s1$'" $>$%*$;*" %( XY2OH a. 3&tremely /atisfied #. /atisfied c. @or /atisfied & >issatisfied d. >issatisfied 7C A#" . u s$t%s&%", +%t0 M$%(t"($('" ' stH a. 3&tremely /atisfied #. /atisfied c. @eutral d. >issatisfied 8C A#" . u $+$#" $; ut 1 +"# st""#%() 1#"s"(t %( XY2OH a. Ees #. @o 9C Y u# )"("#$* 1"#'"1t% ( $; ut XY2O9 a. 6ery ?ood #. ?ood c. .verage d. 8ad 10C D . u +$(t t )%>" $(. su))"st% ( $; ut $(. '0$()" %( t0" XY2OH

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O;E"'t%>"s

The study has #een under taken to analy0e the customer satisfaction to$ards all variant of Mahindra ;E94 in Trichy $ith a special reference to the M&M motors, the other o#(ectives areI

To gather information a#out customer satisfaction to$ard ;E94 in the geographic region of Trichy (T@).

To kno$ the customer perception a#out features, lo$ maintenance cost and looks of ;E94.

To kno$ the customer satisfaction a#out the safety and comfort provided #y ;E94.

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 To provide suggestions, in improving the customer satisfaction and the company sales and profita#ility

To kno$ the customer satisfaction to$ards the after sales service offers #y M&M

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M"t0 , * ).

T.1" & R"s"$#'0- >escriptive.

D$t$ C **"'t% ( D

Types of >ata-1rimary >ata and /econdary >ata

The research $ill #e #ased on #oth primary and secondary data.

1rimary data-@e$ data gathered to help solve the pro#lem at hand. .s compared to secondary data $hich is previously gathered data. .n e&ample is information gathered #y a *uestionnaire. Qualitative or *uantitative data that are ne$ly collected in the course of research, 5onsists of original information that comes from people and includes information gathered from surveys, focus groups, independent o#servations and test results. 1rimary data is #asically collected #y getting *uestionnaire filled #y respondents.

/econdary data- $ill #e collected through (ournals, company%s #ooks, annual reports and company%s $e#site.

3 1u*$t% ( ;"%() stu,%",- 5ustomer $ho visited the authori0ed dealership outlet of M&M and 3mployees of Mahindra (dealership)

S$!1*%() 3# '",u#" D stratified sampling

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S$!1*" s%I" -!B 5ustomer

R"s"$#'0 A#"$- Trichy

2ITERATURE REVIE8 T%t*"= D#%>%() I!1#"ss% (s D#%>%() I!1#"ss% (s Mahindra ;E94 is a utility vehicle that is $ell-suited to Indian conditions. :o#ustly #uilt and sleekly designed, its high ground clearance makes it easier to drive on Indian roads. 3*uipped $ith A"BB cc diesel engine, ;E94's lo$ center of gravity enhances its sta#ility. ;E94's interiors are designed for paved roads as $ell as un#arred roads and hilly terrain. Its ergonomically designed antisu#marine seats, efficient steering, po$erful .5, and !-speaker Hen$oodJ/ony music system all add to the driving pleasure.

T%t*"= ' (su!"# >$*u" C (su!"# >$*u"

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5onsumer value is a concept of continuing interest to scholars, marketing researchers, and to many marketing practitioners. Co$ever, the presence of multiple meanings, the use of different terms, and even the e&istence of a diversity of opinions regarding its features and nature r eflect the comple&ity of its study and give rise to the possi#ility of confusion in its application. This article presents a revie$ of the e&isting literature on the concept of value in order to shed light on the confusion surrounding this construct. The analysis highlights the polysemy and the diversity of consumer value T%t*"= M"$su#%() C*%"(t S$t%s&$'t% ( Aut0 #s= M$#D St">"(s

Aust $s +" $** ">$*u$t" our successes and failures to create our ne$ resolutions, $e should also look at our current relationships $ith customers to determine $hat changes $e need to make. 5lient satisfaction surveys are a good $ay to gather key information a#out ho$ $ell your company has met customer e&pectations, ho$ your company's performance compares $ith the competition, and ho$ you could improve your company's process to #etter serve the customer's needs. /urveys are also an e&cellent source for customer testimonials and allo$ you to #enchmark your performance for future comparison. To e&ecute a successful client satisfaction survey, #uild one that your customers have the time and inclination to respond to, and that delves into the types of

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information that $ill truly help enhance your performance. 5onsider the follo$ing *uestionsI

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T%t*"= 3# ,u't D">"* 1!"(t Aut0 #s= 80""*"#7 D$(1 Co$ to make product development. 1ro(ect more successful #y integrating Hano%s model of customer satisfaction into *uality function deployment in science direct technovation, volume 1F, issue 1 Kanuary 1 F, said that Mangers need a set of practical step #y- step- tools and methods $hich ensure a #etter understanding of customer% need and re*uirements, as $ell as procedures and processes to enhance communication #y focusing on the voice of the customer $ithin a product development pro(ect The authors propose a methodology #ased on keno%s model of customer satisfaction to e&plore customer stated need and unstated desires and to resolve them in to different categories $hich have different impacts on customer satisfaction :o#ert a 1eterson and 2illiam :. 2ilson in their paper Measuring customer satisfaction fact and artifact pu#lished in (ournal of the academy of Marketing /cience 4cto#er , AB11 said the self report of customer satisfaction invaria#ly possess distri#utions that are negatively ske$ed and e&hi#it a positivity #ias. 3&amination of the customer satisfaction literature and empirical investigation reveal that measurement of customer satisfaction e&hi#it tendencies of confounding and methodological contamination and appear to reflect numerous artifacts.

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T%t*"= Cust !"# s$t%s&$'t% (7 M$#D"t s0$#"7 $(, 1# &%t$;%*%t. Aut0 #s= 80""*"#7 D$(1

.re there economic #enefits to improving customer satisfactionP Many firms that are frustrated in their efforts to improve *uality and customer satisfaction are #eginning to *uestion the link #et$een customer satisfaction and economic returns. The authors investigate the nature and strength of this link. They discuss ho$ e&pectations, *uality, and price should affect customer satisfaction and $hy customer satisfaction, in turn, should affect profita#ilityM this results in a set of hypotheses that are tested using a national customer satisfaction inde& and traditional accounting measures of economic returns, such as return on investment. The findings support a positive impact of *uality on customer satisfaction, and, in turn, profita#ility. The authors demonstrate the economic #enefits of increasing customer satisfaction using #oth an empirical forecast and a ne$ analytical model. In addition, they discuss $hy increasing market share actually might lead to lo$er customer satisfaction and provide preliminary empirical support for this hypothesis. -inally, t$o ne$ findings emergeI -irst, the market's e&pectations of the *uality of a firm%s output positively affect customers' overall satisfaction $ith the firmM and second, these e&pectations are largely rational, al#eit $ith a small adaptive component.

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T%t*"= E(su#%() Cust !"# s$t%s&$'t% ( Aut0 #s= Rust $(, Su;#$!$(%( .ccording to :ust and /u#ramanian (1 "), customer satisfaction #rings many

#enefits as satisfied customers are not very price sensitive, #uy additional products, are less influenced #y competitors and stay loyal longer. :ust and /u#ramanian (1 ") stated that customer satisfaction has #een deemed directly to affect "). In customer retention and companies' market share (:ust & /u#ramanian, 1 determine customer satisfaction (Cansemark & .l#insson, ABB!). /ome factors that affect satisfaction are e&tended hours of operation and competitive interest rates as confirmed #y the study of 9eves*ue and Mc>ougall (1 +). In addition, there are researchers $ho discuss the links #et$een !). satisfaction, loyalty, and profita#ility (Ceskett et al, 1

#anks, service *uality, service features, and customer-complaint handling

They are proponents of the theory called service management, $hich argues that )customer satisfaction is the result of a customer's perception of the value received in a transaction or relationship relative to the value e&pected from transactions or relationships $ith competing vendors. 1ertaining to this theory, Cansemark and .l#insson (ABB!) statedI )9oyalty #ehaviors, including relationship continuance, increased scale or scope of relationship, and recommendation ($ord of mouth advertising) result from customers' #eliefs that the *uantity of value received from one supplier is greater than that availa#le from other suppliers. They continuedI )9oyalty, in one or more of the forms noted a#ove, creates increased profit through enhanced revenues, reduced costs to ac*uire customers, lo$er customer-price sensitivity, and decreased costs to serve customers familiar $ith a firm's service delivery system.
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