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CHAPTER-1
INTRODUCTION
INTRODUCTION
The main object of every organization is to earn more profit, to achieve this object the
organization should increase its sales by getting more customer and the only way to get more
customer is that the organization should provide expected satisfaction to the customers.
Here the word customer satisfaction means the utility which customer expect from the product
and when a customer get expected utilities it is called as customer satisfaction.
MRF manufactures the largest range of tyres in India and enjoys the highest brand preference for
superior quality, company manufactures the largest range of tyres in India and is the market
leader with the largest market share it tyre industry.
Since 1984 MRF tyres has consistently been chosen as oem fitment by almost every major car
manufacturer in India apart from tyres MRF also manufacturer conveyor belts, pretreads and
advanced polyurethane paints.
TITLE OF THE STUDY

The study has been titled on A study on customer satisfaction on MRF Tyres
STATEMENT OF PROBLEM
Profit earnings has become one of the important objectives each and every company. It is very
easy to attract new customers but retaining old customer is too difficulty only the satisfied
customer will remain loyal to the firm brands.
A person enters a showroom when he wants to purchase tyres, but before purchasing tyres he
enquire about feature of product. Like about price, quality, service etc, and then he make
decision to purchase.
If he finds any problem with tyres, he may change his positive attitude into negative attitude
towards tyres given by the showroom.
Considering, all above points, I have decided To study the Customers Satisfaction towards
MRF Tyres in trissur.
OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVES:
To analyze various purchasing behavior of costumers in MRF products
SECONDARY OBJECTIVES
1. To analyse various factors influencing the consumer satisfactions.
2. To evaluate purchasing habit of customers.
3. To find out various steps taken by the company to promote the MRF tyres.
4. To know the satisfaction level of customer with the MRF tyres
SCOPE OF THE STUDY

The present study is taken with special reference to palakkad region and it is about the
study on consumers satisfaction towards MRF tyres. This research can help MRF marketers to
develop a more guided approaching communicating with the targeted consumers.
Though the main objective of the study is to analyze the consumer satisfaction, scope of
the study extends to the following related aspects like, sources of information and level of
awareness, factors influenced to purchase the MRF tyres, level of satisfaction, the services
rendered by the distributers and problems faced by consumers regarding the MRF tyres
RESEARCH METHODOLOGY
Research methodology is a systematic way to solve the research problem. It may be used to
understand how research is done scientifically. It includes various data generally adopted by a
researcher in studying his problem along with logic behind it.
Data Collection Methods

Data collection method is an important task in every research process. There are two types of
data being used under this study.
Primary Data:
Primary data is collected by the random sampling method. Here we have randomly
interviewed 50 customers through Questionnaire and personal interview and collected the
primary data.
Secondary Data:
These are generally published sources which have been collected originally for some
other purpose; they are not gathered specially to achieve the objectives of the particular research
project hands but already assembled.
Research Design
The study adopts Descriptive Research Method. The major purpose of descriptive research is
description of the state of affairs as it exists at present. The methods of research utilized in
descriptive research are survey methods. The facts and information collected are analyzed to
make a critical evaluation of the material.
Sample Technique
The type of sample technique used in the study is convenience/accidental sampling. This is a
non-probability sampling. It means selecting simple units in a just hit and miss fashion. This
method is also known as accidental sampling because the respondents whom we meet
accidentally are included in the sample. Though it has no status, it may be used for simple
purpose such as testing ideas or gaining ideas or rough impression about a subject of interest.
Sample Size
Sample size for the study consisted of 50 residing in Palakkad city
Tools Used for Collecting the Data

Questionnaire is the tool used for collecting data. Multiple choice, rating scale and close-end
questions of pre-formulated questionnaire have been designed for the study. As the questions are
closed ended, Likert scale is the technique used for asking the questions. The respondent is asked
to respond to each of the statement in terms of several degrees.
Statistical Tools used for data analysis
Simple percentage analysis
LIMITATIONS OF THE STUDY

1. The study is based only on customer attitude and opinion and hence subject to change.
2. There may be personal bias of the respondents, which may affect the result of the study.
3. The use of statistical tools and sampling methods has inherent limitations.
4. Some of the respondents were reluctant to disclose information.
CHAPTER SCHEME
Chapter 1: First chapter of the project deals with introduction of project, title of the study,
statement of the problem, need for the study, objectives of the study, research methodology,
limitations of the study and chapter scheming.
Chapter 2: Second chapter of the project deals with theoretical framework of stress and work-
life conflict management. It includes stress: meaning and definition, signs of stress, causes of
stress (work stressors), effects of stress, impact of stress in work-life conflict, work-life balance,
work-life conflict: concept and definition and factors affecting work-life balance.
Chapter 3: Third chapter of the project deals with profile of the company, aim/ vision and
mission of the company, promotion of the company and organization structure of the company.
Chapter 4: Fourth chapter deals with analysis and interpretation of data.
Chapter 5: Fifth chapter includes findings, suggestions and conclusions.
CHAPTER-2
REVIEW OF LITERATURE
CUSTOMER SATISFACTION
In a competitive marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business strategy.
Customer satisfaction is a term frequently used in marketing. It is a measure of how products
and services supplied by a company meet or surpass customer expectation. Customer satisfaction
is defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.
In a competitive marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business strategy.
Measuring customer satisfaction
Organizations are increasingly interested in retaining existing customers while targeting non-
customers; measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction
can also vary depending on other options the customer may have and other products against
which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry (Bart Allen) and Brodeur between 1990 and 1998 defined ten
'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002 and
known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality,
Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork,
Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are
emphasized for continuous improvement and organizational change measurement and are most
often utilized to develop the architecture for satisfaction measurement as an integrated model.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 provides
the basis for the measurement of customer satisfaction with a service by using the gap between
the customer's expectation of performance and their perceived experience of performance. This
provides the measurer with a satisfaction "gap" which is objective and quantitative in nature.
Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of
combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures
(perception and expectation of performance) into a single measurement of performance
according to expectation. According to Garbrand, customer satisfaction equals perception of
performance divided by expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of statements using a
Likert Technique or scale. The customer is asked to evaluate each statement and in term of their
perception and expectation of performance of the organization being measured.
Improving Customer Satisfaction
Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The
International Customer Service Standard (TICSS). TICSS enables organizations to focus their
attention on delivering excellence in the management of customer service, whilst at the same
time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an
organizations attention on delivering increased customer satisfaction by helping the organization
through a Service Quality Model.
TICSS Service Quality Model uses the 5 P's - Policy, Processes, and People, Premises,
Product/Services, as well as performance measurement. The implementation of a customer
service standard should lead to higher levels of customer satisfaction, which in turn influences
customer retention and customer loyalty
Customer delight
Customer delight is surprising a customer by exceeding his/her expectations and thus creating a
positive emotional reaction. This emotional reaction leads to Word of Mouth. Customer Delight
directly affects sales and profitability of a company as it helps to distinguish the company and
its products and services from the competition. In the past customer satisfaction has been seen
as a key performance indicator. Customer satisfaction measures the extent to which the
expectations of a customer are met (compared to expectations being exceeded). However, it has
been discovered that mere customer satisfaction does not create brand loyalty nor does it
encourage positive word of mouth.
Customer Delight can be created by the product itself, by accompanied standard services and by
interaction with people at the front line. The interaction is the greatest source of opportunities to
create delight as it can be personalized and tailored to the specific needs and wishes of the
customer. During contacts with touch points in the company, more than just customer service can
be delivered. The person at the front line can surprise by showing a sincere personal interest in
the customer, offer small attentions that might please or find a solution specific to particular
needs. Those front line employees are able to develop a relationship between the customer and
the brand. Elements in creating motivated staff are: recruiting the right people, motivating them
continuously and leading them in a clear way
Customer relationship management

CRM is the abbreviation for customer relationship management.
Customer relationship management (CRM) entails all aspects of interaction that a company has
with its customers, whether it is sales or service-related. While the phrase customer relationship
management is most commonly used to describe a business-customer relationship (B2C), CRM
systems are also used to manage business to business to business (B2B) relationships.
Information tracked in a CRM system includes contacts, clients, contract wins and sales leads
and more.
How CRM is Used Today

CRM solutions provides the business data to help you provide services or products that your
customers want, provide better customer service, cross-sell and up-sell more effectively, close
deals, retain current customers and to better understand who your customers are. Organizations
frequently look for ways to personalize online experiences (a process also referred to as mass
customization) through tools such as help-desk software, email organizers and different types
of enterprise applications.
Factors affecting Customer Satisfaction
Customer satisfaction is the overall impression of customer about the supplier and the products
and services delivered by the supplier. Following are the important factors that could affect
customer satisfaction:
Department wise capability of the supplier.

Technological and engineering or re-engineering aspects of products and services.
Type and quality of response provided by the supplier.
Suppliers capability to commit on deadlines and how efficiently they are met.
Customer service provided by the supplier.
Complaint management.
Cost, quality, performance and efficiency of the product.
Suppliers personal facets like etiquettes and friendliness.
Suppliers ability to manage whole customer life cycle.
Compatible and hassle free functions and operations.
The above factors could be widely classified under two categories i.e. suppliers behavior and
performance of product and services. The suppliers behavior mostly depends on the behavior of
its senior subordinates, managers and internal employees. All the functional activities like
customer response, direct product and maintenance services, complaint management etc. are the
factors that rely on how skillful and trained the internal and human resources of the supplier are.
The second category is regarding all the products and services. This depends on the capability of
supplier to how to nurture the products and service efficiently and how skilled the employees are.
Its all about how the skills are implemented to demonstrate engineering, re-engineering and
technological aspects of the products and services. The quality and efficaciousness of the
products is also an important factor that enables compatible and hassle free functions and
operations. This bears to lower maintenance and higher life of the product which is highly
admired by the customers.If the product is having some problem or compatibility issues and
requires frequent maintenance and support than the customers could get irritated and possibilities
of sudden divert is there which lead to suppliers financial loss. In the same way if the product is
expecting huge amount of financial and manual resources then customers could get a feeling of
dissatisfaction and worry. However, if these aspects are handled efficiently by giving class
services and dealing with complaints effectively then dissatisfied customers could be converted
into long time satisfied customers and retaining them becomes easy.Having discussed the above
factors that affect customer satisfaction we can say that higher the satisfaction level, higher is the
sentimental attachment of customers with the specific brand of product and also with the
supplier. This helps in making a strong and healthy customer-supplier bonding. This bonding
forces the customer to be tied up with that particular supplier and chances of defection are very
less.
TYRE INDUSTRY IN INDIA
Technology generation in the Indian tyre industry has witnes TYRE sed a fair amount of
expertise and versatility to absorb, adapt and modify international technology to suit Indian
conditions. This is reflected in the swift technology progression from cotton (reinforcement)
carcass to high-performance radial tyres in a span of four decades. Globalization has led to the
linking of the economies of all the nations and therefore major Indian players in the tyre industry
are pursuing global strategies to enhance their competitiveness in world markets. The present
section broadly undertakes an overview of the Indian tyre industry through an examination of its
growth trends with respect to production, exports and acquisition of technological capabilities.
Key Features
At present there are 40 listed companies in the tyre sector in India.

Major players are MRF, JK Tyres, and Apollo Tyres & CEAT, which account for 63 per
cent of the organized tyre market. The other key players include Modi Rubber, Kesoram
Industriesand Goodyear India, with 11 per cent, 7 per cent and 6 per cent share
respectively. Dunlop,Falcon, Tyre Corporation of India Limited (TCIL), TVS-
Srichakra, Metro Tyres and Balkrishna Tyres are some of the other significant players in
the industry.
While the tyre industry is largely dominated by the organized sector, the unorganized
sector is predominant with respect to bicycle tyres.
The industry is a major consumer of the domestic rubber market. Natural rubber
constitutes 80% while synthetic rubber constitutes only 20% of the material content in
Indian tyres. Interestingly, world-wide, the proportion of natural to synthetic rubber in
tyres is 30:70
The sector is raw-material intensive, with raw material accounting for 70% of the total
costs of production
Total production figures in tonnage: 11.35 lakh MT & total production of tyres in all
categories: 811 lakh (2007-08)
Current level of radialization includes 95% for all passenger car tyres, 12% for light
commercial vehicles and 3% for heavy vehicles (truck and bus)
Restrictions were placed on import of used /retreaded tyres since April 2006
Import of new tyres & tubes is freely allowed, except for radial tyres in the truck/bus
segment which has been placed in the restricted list since November 2008
Total value of tyre exports from India is approximately Rs 3000 crore (2007-08)
The major factors affecting the demand for tyres include the level of industrial activity,
availability and cost of credit, transportation volumes and network of roads, execution of vehicle
loading rules, radialization, retreading and exports.
Evolutionary Phases of Tyre manufacturing in India
Table 1: Evolutionary phases of the Tyre industry in India

Phase Period Characteristics Policy Regime
No domestic production. Demand met
through imports. Key players included
Phase I 1920-35 Liberal imports
Dunlop (U.K), Firestone & Goodyear
(USA)
Domestic production begins by
Imposition of tariff &
Phase erstwhile trading companies: Dunlop,
1936-60 non-tariff barriers on
II Firestone, Goodyear and India Tyre &
imports
Rubber Company
Regulation on capacity
expansion and
Indian companies-MRF, Premier & repatriation of profits
Phase Incheck- enter manufacturing sector of foreign companies;
1961-74
III with foreign technology; licensing of enforcement of export
additional production capacity obligation on MNC;
protection from
external competition
Entry of large Indian business houses Delicensing of
Phase
1975-91 like Singhania & Modi & technical production, placing of
IV
collaborations with MNCs, introduction imports under OGL
of radial tyres, vertical integration and with tariff & non-tariff
exponential growth in tyre production & barriers
exports
External trade liberalization & reduction
Progressive reduction
Phase 1992 in import duty; re-entry of MNCs either
in import duty;
V onwards independently or in collaboration with
liberalized imports
Indian capital
Acquisition of Technological capabilities
Radialisation has been a significant dimension in the acquisition of technological capability in

the Indian tyre industry. The degree of radialisation is a clear indicator of the status of road
development, vehicle engineering and the economy in general. Inspite of some constraints and
limitations, the tyre companies in India have kept pace with the technological improvements that
radialisation signifies and offered state-of-the-art products, comparable to the best in the world.
Radialisation is linked to factors such as road development, overload control and retreading
infrastructure. Some of the advantages of radialisation are additional mileage, fuel saving and
improved driving. However, attempts towards radialisation have not taken off at the expected
pace due to factors like lack of suitability of Indian roads for plying of radial tyres, older vehicles
not possessing suitable geometry in terms of fitment, unwillingness of the Indian consumer to
pay higher prices for radial tyres etc. Nevertheless, the scenario is radically different for the
passenger car tyre segment, where radialisation has crossed 95%. In the medium and heavy
commercial vehicle segment, the level of radialisation is comparatively poor, i.e. merely 4% and
in the LCV segment; it is 15%.
Technology generation
Technology generation in the Indian tyre industry is essentially geared to development research,
involving the change of tread design, reinforcement material etc. Most of the major players do
not engage in basic research due to the high costs involved. The source of technology for the
domestic firms has been through reverse engineering, joint ventures and collaborations.
The emphasis given by Indian tyre companies to applied research and the setting up of well-
equipped in-house R&D centers by the companies, which are manned by experts and
experienced professionals, have also helped in technology upgradation. Indian tyre technology
has exhibited versatility in maintaining inflow of technology through foreign collaborations and
tailoring the same to Indian needs. R&D is essentially business or market driven. However, raw
material suppliers could also help in conceiving new projects. Compound development and in-
process problems have been the main thrust of in-house R&D in the Indian tyre industry. (Iyer &
Upadhyay, 2008)
Automation
Tyre production traditionally, is multi-stage, with significant inter-stage differences in the

intensity of labour requirement, and a highly complex process involving the use of around 37
different materials including rubber, steel, fabrics and vulcanizing materials. The production
system in the Indian tyre industry has been traditionally very labour intensive. The automation of
manufacturing processes has increased gradually, which has slashed the size of the workforce to
a considerable degree and has effected a change in its composition. The degree of automation has
been greater in the area of radial technology, while cross ply technology is still labour intensive.
The firms have been resorting to automation in order to tackle problems related to labour
unionization and indiscipline in the sector. The rationale provided by the firms for the increasing
drive towards automation of the manufacturing facilities has been that high quality and
uniformity of the final product usually cannot be guaranteed with a labour intensive process.
(Iyer & Upadhyay 2008).
New Policy Initiatives
The tyre industry in India has had to grapple with raw material price volatility, rupee
appreciation and cheap Chinese imports. In this connection, some of the recent initiatives by the
government to facilitate the growth of the sector include:
No WTO bound rates for Tyres and Tubes

No restrictions on the import of all raw materials required for tyre manufacture except
carbon black, which has been placed in the restricted list
Increasing thrust on development of road infrastructure
Future prospects of the Indian Tyre industry
The Indian Tyre industry is expected to show a healthy growth rate of 9-10% over the next five
years, according to a study by Credit Analysis and Research Limited (CARE). While the truck
and bus tyres are set to register a compounded annual growth rate (CAGR) of 8%, the light
commercial vehicles (LCV) segment is expected to show a CAGR of about 14 %. However, we
have to also take account of the effect of the global recession on the sector in making these
assessments. The growth of the sector is closely linked to the expansion plans of the automobile
companies, the governments thrust on development of road infrastructure and the sourcing of
auto parts by the global Original Equipment Manufacturers (OEMs). Some significant hurdles
towards attaining these projected growth rates could be raw material related price volatility,
rupee appreciation and the looming threat of cheap Chinese imports. The Indian tyre companies
need to make active efforts to explore newer markets as the existing markets for bus-truck tyres,
which account for about 45 % of the total export volume, is nearing saturation. There is also an
urgent need to increase the degree of radialization in order to safeguard their share in the export
market. Global tyre manufacturers have been making constant efforts to innovate and offer a
diverse range of products such as tyres with pressure warning systems, run flat tyres, eco-
friendly tyres and energy efficient tyres. In this context, the Indian domestic companies have to
pursue a growth strategy of continuous innovation and increasing emphasis on product
differentiation.
Madras Rubber Factory Limited abbreviated as MRF is a private-sector company, which is
the largest manufacturer of tyres inIndia It is headquartered in Chennai, India. The company
manufactures rubber products including tyres, treads, tubes and conveyor belts, paints and
toys. MRF also runs the MRF Pace Foundation, Chennai and MRF Challenge in motorsport.
History
Madras Rubber Factory was started by K. M. Mammen Mappillai as a toy balloon manufacturing
unit in 1946 at Tiruvottiyur, Madras (now Chennai). In 1952, the company ventured into the
manufacture of tread rubber.[2] Madras Rubber Factory limited was incorporated as a private
company in November 1960 and ventured into manufacture of tyres in partnership
with Mansfield Tire & Rubber company based in Ohio, USA. The company went public on 1
April, 1961 and an office was established in Beirut, Lebanon to develop the export market in
1964.
In 1973, MRF started manufacturing Nylon tyres for the first time. The Company entered into
with a technical know-how collaboration with B.F. Goodrich in 1978. The Mansfield Tire &
Rubber Co sold out is share in 1979 and the name of the company was changed to MRF Ltd in
the year. The company finalized a technical collaboration agreement with Marangoni TRS SPA,
Italy for the manufacture of pre-cured tread rubber for retreading industry. MRF tyres supplied
tyres to Maruti 800, India's first modern small car.In 1989, the company collaborated
with Hasbro International USA, the world's largest toy maker and launched Funskool India.
Also, they entered into a pact with Vapocure of Australia to manufacture polyurethane paint
formulations and with Italian tyre manufacturer Pirelli for conveyor and elevator belt
manufacture. During the year 2004-05, the product range of the company expanded with Go-kart
& rally tyres and tyres for two/three wheelers.
Products
Tyres manufactures various tyres for passenger cars, twowheelers, trucks, buses, tractors,
light commercial vehicles and offtheroad tyres. The major products include MRF Nylogrip
for bikes, MRF ZVTs and MRF Wanderers for cars and SUVs, MRF Meteor all terrain tyres,
MRF Steel Muscle for trucks and buses.
Conveyor Belting manufactures its in-house brand of Muscleflex conveyor belts.
Pretreads MRF has the most advanced precured retreading system in India. MRF forayed
into retreading in 1970 and manufuctures pretreads for tyres.
Paints - manufactures polyurethane paint formulations and coats used in automotive,
decorative and industrial applications.
Manufacturing Facilities
The company has manufacturing facilities for tyres

at Kottayam in Kerala, Puduchery, Arakonam and Perambalur in Tamil
Nadu, Medak in Telengana. The company manufactures toys at its facility in Goa. The paints and
coats are manufactured at two facilities in Chennai , Tamil Nadu.
Funskool
Funskool India was established in 1989 in corroboration with Hasbro toys, USA. Funskool
manufactures and markets toys, board games among others. It has a manufacturing facility
in Goa, India. The company has manufacturing licenses for toys and games from Disney, Warner
Brothers, Rummikub, Dora and IIT Bombay. Funskool also has partnerships with renowned toy
brands Hasbro, Lego, Hornby, Ravensburger, Tomy Toys, Leap Frog, Siku, Jumbo and New
Bright for manufacture and marketing in India.
Motorsports
MRF Racing
MRF built is first Formula 3 car in 1997. MRF in collaboration with Maruti established
the Formula Maruti racing, a single-seater, open wheel class motorsport racing event for race
cars made in India. MRF Challenge is a Formula 2000 open-wheel motorsport formula based
series organized by Madras Motor Sports Club in association with MRF. Thelatest
season consisted of races organized at Madras Motor Racing Track, Chennai, Bahrain
International Circuit, Losail International Circuit, Doha and Buddh International Circuit, Noida.
Freddie Hunt, son of 1976 Formula One champion James Hunt and Mathias Lauda, son
of 1975, 1977 and 1984 Formula One champion Niki Lauda both competed in the series. MRF
has sponsored Indian racing drivers including Narain Karthikeyan, Karun Chandok, Ashwin
Sundar, N. Leelakrishnan and Raj Bharath.
MRF Rally Team
MRF have also been a long-running sponsor of MRF rally team participating in Asia-Pacific
Rally Championship and Indian National Rally Championship. Associating with Czech car
manufacturer koda, MRF Skoda is the three time reigning champion in Asia-Pacific Rally
Championship with Chris Atkinson winning in 2012, Gaurav Gill in 2013 and Jan
Kopeck in 2014. MRF also participates in Raid De Himalaya, the world's highest rally.
MRF Motocross
MRF promotes a national motocoss championship, a form of all-terrain two wheeler racing held
on enclosed off-road circuits annually across several cities]
MRF Karting
MRF sponsors major karting championships in India. MRF is the first Indian tyre company to
develop FIA approved karting tyres.
Cricket
MRF Pace Foundation

Main article: MRF Pace Foundation
MRF Pace Foundationis a coaching clinic for training fast bowlers established by MRF with the
help of former Australian pace spearhead Dennis Lillee in Chennai, India. Through this program,
young aspiring fast bowlers are trained in a special facility. Fast bowlers who trained with
foundation and went on to represent the Indian Cricket Team includeJavagal Srinath, Irfan
Pathan, Munaf Patel, Venkatesh Prasad, R. P. Singh, Zaheer Khan and S Sreesanth. Besides
Indian players, foreign players like Chaminda Vaas, Henry Olonga, Heath
Streak and Australian fast bowlers Glenn McGrath, Mitchell Johnson and Brett Lee have also
trained at the foundation. Sachin Tendulkar in his early days trained in the MRF Pace Foundation
to become a fast bowler. Glenn McGrath was appointed director of the Foundation on September
2, 2012, replacing Dennis Lillee, who has held the post since its inception in 1987.
Sponsorships and Endorsments
MRF was the bat sponsor of famous batsmen including Brian Lara, Sachin Tendulkar and Steve
Waugh MRF is currently the bat sponsor of Indian batsmen Rohit Sharma,Shikhar
Dhawan, Virat Kohli and Sanju Samson. At IPL 2010, MRF sponsored moored balloons floating
above the cricket grounds with a high-definition camera recording live actions of the cricket
match. MRF joined as a global partner of International Cricket Council for 2015 Cricket World
Cup.
Awards and Recognition
MRF won the JD Power Award for the record tenth time in 2013. The award is widely
considered by peers to be the automotive equivalent of the Oscar and is the highest recognition in
the automobile industry. The company has won several awards and accolades including the All
India Rubber Industries Association's (AIRIA) award for 'Highest Export Awards (Auto Tyre
Sector)', 'Top Export Award' from Chemicals & Allied Products Export Promotion Council
(CAPEXIL) for 2009-10. In 2014, MRF was ranked 48th among India's most trusted brands
according to the Brand Trust Report, a study conducted by Trust Research Advisory.
MRF ranked 12th by Crain Communication
MRF, Indias largest tyre-maker, has moved up the pecking order. According to the latest report
of Tire Business, published by Crain Communications of the US, MRFs rank has improved to
12th during 2000 from 13th during 1999.
The special report titled, "2001 Global Tyre Company Ranking", covered 72 tyre companies
across the world. Commenting on the improved ranking of MRF, executive director
(marketing), Philip Eapen told ET, "It clearly shows the intrinsic strength of MRF, brand equity
and its ability to protect bottom-line.
He said that MRF is retaining its position as number one tyre company in India for the last
several years. Its improved global ranking comes at a time when the automotive industry is
facing a tough market with tremendous pressure on margins.
At the global level, Bridgestone Corporation was ranked number one by Tire Business, closely
followed by Michelin. Among other major Indian players, J K Industries was ranked 17th
against 16th in 1999 while Apollo Tyres moved up the ladder from 21 to 18 in 2000. Ceat was
positioned at 20 last year against 19 in 1999.
Eapen said MRF has emerged as the sole supplier of truck tyres to Volvo. While it is the largest
supplier of radial car tyres (40 per cent share) to Telcos Indica with a monthly supply of 10,000
tyres.
MRF was originally started as a small manufacturing unit of balloons, latex cast squeaking toys
and industrial gloves. It was only in the year 1961 that the company started manufacturing tyres.
Today, MRF has 6 manufacturing plants in India located in Tiruvottiyur and Arakonam in Tamil
Nadu, Kottayam in Kerala, Ponda in Goa, Medak in Andhra Pradesh, and one in the Union
Territory of Pondicherry. It has a distribution network of more than 2,500 outlets in the country
and exports tyres in over 75 countries globally. The company established its first office in 1949
at Chennai, Tamil Nadu. It has overseas offices in United Arab Emirates, Bangladesh and
Vietnam.
MRF manufactures the largest range of tyres in India and it has the highest brand preference. It
makes tyres for heavy duty truck, bus, light truck, passenger car to motor sports, rally cars, off
the road earth movers, two and three wheelers, farm service and military service. It is the market
leader and has 26 per cent share in the Rs 19,00000 million Indian tyre industry.
Funskool India is a joint venture between MRF and Hasbro Inc., USA, the world`s largest toy
company. Funskool`s Goa plant has been making its own moulds for a number of its products,
the most popular of which are Pipsqueaks, a range of low priced baby toys. MRF collaborated
with PIRELLI to manufacture Conveyor Belting. The MRF Conveyor Belt plant in Arkonam,
Tamil Nadu, with an annual capacity of 3000 tones, is the most modern belting plant in India.
The company also has a paints and coating subsidiary. It manufactures speceality coatings for
wide range of applications like Metal coat, Wood coat Glass coat etc. MRF made a foray in
retreading as far back as 1970. MRF Pretreads is the most advanced Pre cured Retreading system
in India. MRF made a foray in retreading as far back as 1970. In the MRF Pretreads system, the
tread rubber is precured from MRF`s factory. It also has the specialised expertise required for
retreading Radial Tyres. The company is an original equipment supplier (OES) of radial tyres to
Tata Indica, Hyundai Elantra, Ford Fiesta and many other cars. Volvo also sources most of its
tyres from MRF for its Indian operations
DATA ANALYSIS AND INTERPRETATION
Data Analysis:
I have conducted marketing survey on 50 customer to analysis their satisfaction
level, for this purpose I have prepared a questionnaire to collect the information from them.
Among these 50 customers, only some of them responded as per that now we will see the
analysis of the collected data.
AGE OF THE RESPONDANCE
Table no.4.1
NO. OF
SL. NO AGE RESPONDENTS PERCENTAGE
1 BELOW 21 5 10
2 21-25 14 28
3 25-30 22 44
4 30-35 9 18
5 ABOVE 35 0 0
TOTAL 50 100
Chart no.4.1
50
PERCENTAGE
40 44%
30
28%
20
18%
10 10%
0%
0
BELOW 21 21-25 25-30 30-35 ABOVE 35
INTERPETATION
The above table & graph showing that:
a .9 customers have purchased MRF tyres by their friends recommendation
b. 15 customers have purchased MRF tyres by its brand image
c. 11 customers have purchased MRF tyres by on the basis of advertisement
d. 9 customers have purchased MRF tyres by relatives recommendation
e. 6 customers have purchased MRF tyres by their own decision
GENDER OF THE RESPONDANT
Table no.4.2
NO. OF
SL. NO. GENDER RESPONDENTS PERCENTAGE
1 MALE 40 80
2 FEMALE 10 20
TOTAL 50 100
Chart no.4.2
20%
MALE
FEMALE
80%
INTERPETATION
The above table & graph shows that
a. About 80% of customers are males
b. 20% customers are females
Factors motivating customers purchase MRF product
Table no.4.3
MOTIVATING NO. OF
SL. NO FACTORS RESPONDENTS PERCENTAGE
1 FRIENDS 9 18
2 BRAND IMAGE 15 30
3 ADVERTISEMENT 11 22
4 RELATIVES 9 18
5 SELF DECISION 6 12
TOTAL 50 100
Chart no.4.3
12% 18% FRIENDS

BRAND IMAGE
18%
ADVERTISEMENT
30% RELATIVES
22% SELF DECISION
INTERPETATION
a .9 customers have purchased MRF tyres by their friends recommendation
b. 15 customers have purchased MRF tyres by its brand image
c. 11 customers have purchased MRF tyres by on the basis of advertisement
d. 9 customers have purchased MRF tyres by relatives recommendation
e. 6 customers have purchased MRF tyres by their own decision
customer need satisfaction by MRF tyres
table no.4.4
NO. OF
SL. NO ATTRIBUTES RESPONDENTS PERCENTAGE
1 FULLY SATISFIED 18 20
2 SATISFIED 31 34
3 DISSATISFIED 25 28
FULLY
4 DISSATISFIED 16 18
TOTAL 90 100
Chart no.4.4
40
34% PERCENTAGE
35
30 28%
25 20%
20 18%
15
10
5
0
FULLY SATISFIED SATISFIED DISSATISFIED FULLY
DISSATISFIED
INTERPETATION
a. 18 customers fully satisfied on basis of needs
b. 31 customers satisfied on basis of needs
c. customers dissatisfied on basis of needs
d. customers fully dissatisfied on basis of needs
customer opinion about price of MRF product
table no.4.5
SL. NO. OF
NO ATTRIBUTES RESPONDENTS PERCENTAGE
1 EXCELLENT 19 38
2 VERY GOOD 14 28
3 GOOD 10 20
4 AVERAGE 7 14
5 POOR 0 0
TOTAL 50 100
Chart no.4.5
38
40 PERCENTAGE
28
30 20
14
20
10 0
0
EXCELLENT VERY GOOD AVERAGE POOR
GOOD
INTERPETATION
e. customers fully dissatisfied on basis of needs
customer opinion about quality of MRF product
table no.4.6
NO. OF
1 EXCELLENT 16 32
2 VERY GOOD 15 30
3 GOOD 12 24
4 AVERAGE 5 10
5 POOR 2 4
TOTAL 50 100
Chart no.4.6
4%
10% EXCELLENT
32%
VERY GOOD
24% GOOD
AVERAGE
POOR
30%
INTERPETATION
The above table & graph showing that
customer opinion about durability of MRF product
table no.4.7
NO. OF
1 EXCELLENT 11 22
2 VERY GOOD 16 32
3 GOOD 14 28
4 AVERAGE 8 16
5 POOR 1 2
TOTAL 50 100
Chart no4.7
2%
16% 22% EXCELLENT

VERY GOOD
GOOD
28% AVERAGE
32%
POOR
INTERPETATION
customer opinion about on overall performance of MRF tires
table no.4.8
NO. OF
1 EXCELLENT 13 2
2 VERY GOOD 12 24
3 GOOD 20 40
4 AVERAGE 5 10
5 POOR 0 0
TOTAL 50 100
Chart no.4.8
40
40 PERCENTAGE
35
26
30 24
25
20
15 10
10
5 0
0
EXCELLENT VERY GOOD AVERAGE POOR
GOOD
INTERPETATION
customer opinion about mileage of MRF tyres
table no.4.9
NO. OF
1 EXCELLENT 15 30
2 VERY GOOD 20 40
3 GOOD 12 24
4 AVERAGE 3 6
5 POOR 0 0
TOTAL 50 100
Chart no.4.9
0%
6%
EXCELLENT
30%
24% VERY GOOD
GOOD
AVERAGE
POOR
40%
INTERPETATION
customer opinion on behavior of showroom employees on MRF tyres
table no.4.10
NO. OF
1 VERY FRIENDLY 20 39
2 FRIENDLY 16 31
3 NEUTRAL 10 20
4 ROUGH 5 10
5 RUDE 0 0
TOTAL 51 100
Chart no.4.10
39
40 PERCENTAGE
31
35
30
25 20
20
15 10
10
5 0
0
VERY FRIENDLY NEUTRAL ROUGH RUDE
FRIENDLY
INTERPETATION
customer satisfaction on service charges
table no.4.11
NO. OF PERCENTAG
SL. NO ATTRIBUTES RESPONDENTS E
1 VERY REASONABLE 16 32
2 REASONABLE 17 34
3 AVERAGE 11 22
4 COSTLY 6 12
5 VERY COSTLY 0 0
TOTAL 50 100
Chart no.4.11
0%
12%
32%
VERY REASONABLE
22%
REASONABLE
AVERAGE
COSTLY
34%
VERY COSTLY
INTERPETATION
customer satisfaction on provision of information by MRF tyres
table no.4.12
SL. NO. OF
NO ATTRIBUTES RESPONDENTS PERCENTAGE
STRONGLY
1 AGREE 12 24
2 AGREE 15 30
3 NEUTRAL 2 4
4 DISAGREE 16 32
STRONGLY
5 DISAGREE 5 10
TOTAL 50 100
Chart
no.4.12
PERCENTAGE
40 30 32
30 24
20 10
10 4
INTERPETATION
corporation of show-room employees
table no.4.13
NO. OF
STRONGLY
1 AGREE 12 24
2 AGREE 15 30
3 NEUTRAL 2 4
4 DISAGREE 14 28
STRONGLY
5 DISAGREE 7 14
TOTAL 50 100
Chart no.4.13
35
30% PERCENTAGE
30 28%
24%
25
20
14%
15
10
4%
5
0
STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGREE DISAGREE
INTERPETATION
consumer opinion about delay in service
table no.4.14
NO. OF
STRONGLY
1 AGREE 15 30
2 AGREE 12 24
3 NEUTRAL 3 6
4 DISAGREE 12 24
STRONGLY
5 DISAGREE 8 16
TOTAL 50 100
Table no.4.14
30%
PERCENTAGE
30
24% 24%
25
20 16%
15
10
6%
5
0
INTERPETATION
STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGREE DISAGREE
FINDINGS
31% of customers have purchased on there own decision. They have decision on the
basis of experience and some customers have taken after making comparison with
other tyres. Hence it reveals that customers are satisfied with MRF TYRES
Majority of customers means 45% are satisfied with the fulfillment of their
need/purpose.
Only 30% of customers are fully satisfied with price of the tyres about 21% are not
satisfied and 14% of customers are fully not satisfied with the price.
About 45% of customers are fully satisfied,30% o f customers are only just satisfied
and 16% are not satisfied with the quality.
About 45% of customers are satisfied with durability of tyres, and 14% are not
satisfied with durability.
About 42% of customers are fully satisfied with the performance of the tyres, and
only 14% are dissatisfied.
The customers are having a very good opinion about the MRF TYERES about 28%
are strongly satisfied with its performance, and only 17% are not satisfied with
performance.
The customers are having very good opinion about the behavior of showroom people
about 44% of customers are saying they are friendly and only 13% are dont know.
The service charges are very reasonable in the view of about 43% of customers and
about 11% of customers believe that the service charges are costly.
Majority of customers are fully satisfied with the MRF TYRES

SUGGESTIONS
o The company should reduce the price of there products.

o Improve the distribution network and make available the products in needed time
of customers.
o Company always keeps some prizes and gifts to attract the customers.
o The products should advertised in the Regional TV channels and in leading
newspaper must
o Showroom must recruit well qualified and skilled labours that care about the
customer. It will abolish the problem of unskilled and poor quality service.
o Showroom employees and workers should maintain friendly relation with every
customers
o Showroom should provide the remolding system to the existing customers.
o Showroom should maintain tyres, tube, air compression machines etc,. which are
needed to the customer at any time.
o Always adopt the improvement of servicing system and keep the showroom in
good conditions
CONCLUSION
According to the study I conclude that the MRF TYRES company satisfies the customer
need and the purpose, but only problem is with the service given to the customers by the
showroom. So, as per study in my opinion based on project I can say that MRF TYRES should
think about the service provided by showrooms in order to capture the maximum market
segment.
According to Bagalkot city the market is vast almost the whole district customers and
other new people purchase the MRF Tyres because it is old brand running tyres in market.
Almost people demands the MRF Tyres comparing to other company tyres.
Company provide more advertisement and always keep customers need with
development of MRF Tyres.
Customers Satisfaction towards MRF TYRES
QUESTIONNAIRE
(Please tick ( ) appropriate answer in the box / space)

I. Customer Introduction:
a. Name : _____________________________________________
b. Address : _____________________________________________
_____________________________________________
c. Occupation / Job: _____________________________________________
II. Which factors motivated you to purchase MRF TYRES?
A: Friends [ ] B: Brand Image [ ]
C: Advertisement [ ] D: Relatives [ ]
E: Self decision [ ] F: Others [ ]
III. To what extent the MRF TYRES has satisfied your purpose / need?
A: Fully Satisfied [ ] B: Satisfied [ ]
C: Dissatisfied [ ] D: Fully Dissatisfied [ ]
IV. How will you grade the price changed by the customers ?
A: Fully Satisfied [ ] B: Satisfied [ ]
C: Dissatisfied [ ] D: Fully Dissatisfied [ ]

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CHAPTER-1

TITLE OF THE STUDY

SCOPE OF THE STUDY

Data Collection Methods

Tools Used for Collecting the Data

LIMITATIONS OF THE STUDY

Improving Customer Satisfaction

Customer relationship management

How CRM is Used Today

Factors affecting Customer Satisfaction

Department wise capability of the supplier.

At present there are 40 listed companies in the tyre sector in India.

Evolutionary Phases of Tyre manufacturing in India

Table 1: Evolutionary phases of the Tyre industry in India

Acquisition of Technological capabilities

Radialisation has been a significant dimension in the acquisition of technological capability in

Tyre production traditionally, is multi-stage, with significant inter-stage differences in the

No WTO bound rates for Tyres and Tubes

Future prospects of the Indian Tyre industry

The company has manufacturing facilities for tyres

MRF Pace Foundation

Sponsorships and Endorsments

Awards and Recognition

MRF ranked 12th by Crain Communication

12% 18% FRIENDS

22% SELF DECISION

16% 22% EXCELLENT

Majority of customers are fully satisfied with the MRF TYRES

o The company should reduce the price of there products.

(Please tick ( ) appropriate answer in the box / space)

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