A

Training Report

On

Customer satisfaction with special reference to

Mahindra & Mahindra SUV

for partial fulfillment of the degree

BACHELOR OF BUSINESS ADMINISTRATION

( Session 2019-2020) – BBA 5th Sem.

Under the supervision of: Submitted By:

Miss Meena Savita Rani

(Asst. Professor of BBA-3rd Year

Commerce Dept.) Class Roll No.

Dr.B.R. AMBEDKAR GOVT.(P.G.) 1353120006

COLLEGE, JAGDISHPURA (KTL.) University Roll No.

170001315

UNI. Reg. No.

17- BAGK-43
SUBMITTED TO
KURUKSHETRA UNIVERSITY, KURUKSHETRA
 CERTIFICATE

This is to certify that the candidate Savita Rani is the student

of Dr. Bhim. Rao.Ambedkar Govt. College Jagdishpura,
Kaithal of class B.B.A. final(5thsem.) College Roll No.
1353120006 has prepared the training report entitled
“Customer Satisfaction Towards Mahindra & Mahindra
SUV”. It may be sent for evaluation and necessary action.

PRINCIPAL
DR. B. R. Ambedkar

Govt. College, Jagdishpura

Kaithal
 CERTIFICATE

It is to certify thatSavita Rani is a regular student of B.B.A.

Final year under the college Roll no. 1353120006, Session
2019-20 of Dr. B.R. Ambedkar Govt. College
Jagdishpura,Kaithal has prepared the training report entitled
“Customer Satisfaction Towards Mahindra & Mahindra
SUV”. The work undertaken in this training report is the result
of her own efforts. It may be sent for evaluation.

MISS MEENA
(Asst. Prof. of Commerce)
 Declaration

I, Savita Rani student of BBA-3rd year Dr.B.R. Ambedkar

Govt. College Jagdishpura, Kaithal hereby declare that the
project on the topic “Customer Satisfaction towards
Mahindra & Mahindra SUV” submitted for the degree of
BBA final year is my original work and the project report has
not form the basis for the basis for the award of any diploma,
degree and associated ship, fellowship or similar other title. It
has not been submitted to any other university or institution for
the award of any degree or diploma.
Submitted By:
Savita Rani
Class-BBA final
Class Roll No-1353120006
University Roll No- 170001315
 ACKNOWLEDGEMENT

A Good start leads to a Fine end. The ideal way to begin

documenting this project work would be to extend my earnest
gratitude to everyone who has encouraged, motivated and
guided me to make a fine affort for successful completion of
this project.
I am also thanfulto all mine faculty specially Miss. Meena
under her guidance, which has really a source of inspiration
and supporting to accomplish my project fairly and
effectively..
A final word of thanks goes to my friends , colleagues and
everyone else who made this project possible. Your
contributions have been most appreciated.

Savita Rani
Uni. Roll No. 170001315
 Abstract
My project report gives brief study, on what are Customer Satisfaction and the
techniques of achieving Customer Satisfaction. It focuses on customer’s
perceptions. Many firms are interested in understanding what their customers
thought about their shopping or purchase experience, because finding new
customers is generally more costly and difficult than servicing existing or repeat
customers. Such researches provide a wider scope to the firms in the terms of
high customer satisfaction.

Mahindra & Mahindra, the market leader in multi-utility vehicles in India.The

company started manufacturing commercial vehicles in 1945. M&M is leader by
far in commercial vehicle and the 2nd largest in the passenger vehicle market.
The company is the world’s 6th largest medium and heavy commercial vehicle
manufacturing.

Mahindra is best known for utility vehicles and tractors in India. Its automotive
‘s division, the company’s oldest unit (founded in 1945),makes jeeps and three-
wheelers. M&M’s farm equipment sector, formed in 1963 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 wide information about the company,its products,
customer satisfaction and impact of various competitive firms on the company.
From the information collected ,various aspects were identified where the
company needs to focus more to improve the efficiency of marketing team of
Mahindra Automotives.The research was conducted through collection of
primary and secondary data. Secondary data was collected through visiting
various web sites, automobile magazines and other reliable sources. Primary data
was collected through a well framed questionnaire, of which later a detailed
analysis was done using various statistical I.T. tools like MS Word and MS
Excel. On the basis the secondary data analysis and the extensive analysis of the
primary data, interpretation were drawn for the questions and conclusion is
drawn. Certain suggestions are also drawn from the analysis to help.
 Index
CHAPTER PARTICULARS PAGE NO.
NO.
1. INTRODUCTION 1-10
2. COMPANY PROFILE 11-26
3. PRODUCT PROFILE 27-34
4. RESEARCH 35-40
METHODOLOGY
5. DATA ANALYSIS & 41-53
INTERPRETATION
6. FINDINGS & SUGGESTION 54-55
7. CONCLUSION 56-57
8. BIBLIOGRAPHY 58-59
9. ANNEXURE 60-63
 CHAPTER-1
INTRODUCTION
Introduction
Introduction about the study :
Every business organization`s success depends on the satisfaction of the
customers. Whenever a business is about to start, customers always come “first”
and then the profit. Those companies that are succeeding to satisfy the customers
fully will remain in the top position in a market. Today’s business company has
known that customer satisfaction is the key component for the success of the
business and at the same time it plays a vital role to expand the market value. In
general, customers are those people who buy goods and services from the market
or business that meet their needs and wants.

Customers purchase products to meet their expectations in terms of money.

Therefore, companies should determine their pricing with the quality of the
product that attracts the customer and maintains the long-term affiliation. The
organization should make sure that they are providing full service, equivalent to
their monetary value. This will increase the number of customers and holds the
long-term relationship between the customer and the organization. And the
existing customer will help to attract the new customers by providing or sharing
the information about the products and services of the companies. Satisfaction
means to feel content after what the person desired or wanted. It is difficult to
know whether the customers are satisfied with the availability of the product or
services. So, giving satisfaction to the customers is not an easy task, for this
different factor is needed to be taken into consideration. Nowadays, competition
can be noticed between the business organizations and marketplaces everywhere
and has been one of the challenging tasks for the competitors. Though it seems
to be tough in the growing market, competitors are developing their marketing
channels effectively. One of the important aspects to ensure the attention of the
customers is to provide the best and the most favorable products at this
competing market. If a customer’s satisfaction is earned, then it is sure that
customer loyalty will also come along with it. Moreover, in the absence of the
customer, a business organization would not exist. In order to increase the
number of the customers, development of customer’s satisfaction is very
important. In terms of achieving business goals, these two terms are very
important. Hence, the relation of customers and the business organization or
market is, therefore, the most important one.

MEANING OF MARKETING:
Marketing is the process of communicating the value of a product or service to
customers. Marketing might sometimes be interpreted as the art of selling
products, but sales is only one part of marketing. As the term "Marketing" may
replace "Advertising‖ it is the overall strategy and function of promoting a
product or service to the customer

Customer satisfaction:
Customer satisfaction, a term frequently used in marketing, is a measure of how
products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a firm, its
products, or its services (ratings) exceeds specified satisfaction goals." It is seen
as a key performance indicator within business and is often part of a Balanced
Scorecard. 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. "Within organizations, customer
satisfaction ratings can have powerful effects. They focus employees on the
importance of fulfilling customers expectation Furthermore, when these ratings
dip, they warn of problems that can affect sales and profitability. These metrics
quantify an important dynamic. When a brand has loyal customers, it gains
positive word-of-mouth marketing, which is both free and highly effective."
Therefore, it is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and representative measures
of satisfaction. "In researching satisfaction, firms generally ask customers
whether their product or service has met or exceeded expectations. Thus
expectations area key factor behind satisfaction. When customers have high
expectations and the reality falls short, they will be disappointed and will likely
rate their experience as less than satisfying.

Scope of the study:

It is aimed the car market and buying behaviour of the customer. The project
report is analyzed by the demographic, psychographic and buying characteristics
of the customers in buying the Mahindra and Mahindra SUV’S car. It includes
the detailed study of customers focusing on the various parameters that lead to
identify and understanding the perception of the customer in buying the car
brands.

There is a tremendous amount of scope for future research in this area that is the
automobile include some possibilities can be :

 The research measures the experience of customers

 Defines and analyses the experience based on key deliverables
 Gains insights into customer expectations
 Study of perception among people regarding automobiles(M&M) and
their preferenceof the type of vehicles(cars).

Purpose :
A business ideally is continually seeking feedback to improve customer
satisfaction. "Customer satisfaction provides a leading indicator of consumer
purchase intentions and loyalty." Customer satisfaction data are among the
most frequently collected indicators of market perceptions. Their principal
used is twofold.

 Within organizations, the collection, analysis and dissemination of

these data send a message about the importance of tending to
customers and ensuring that they have a positive experience with the
company‘s goods and services.
 Although sales or market share can indicate how well a firm is
performing currently, satisfaction is perhaps the best indicator of how
 likely it is that the firm‘s customers will make further purchases in the
future. Much research has focused on the relationship between
customer satisfaction and retention. Studies indicate that the
ramifications of satisfaction are most strongly realized at the
extremes." On a five-point scale, "individuals who rate their
satisfaction level as '5' are likely to become return customers and might
even evangelize for the firm. (A second important metric related to
satisfaction is willingness to recommend. This metric is defined as
"The percentage of surveyed CUSTOMER SATISFACTION
TOWARDSMAHINDRA & MAHINDRA SUV’S 3 customers who
indicate that they would recommend a brand to friends."

 When a customer is satisfied with a product, he or she might

recommend it to friends, relatives and colleagues. This can be a
powerful marketing advantage.) "Individuals who rate their satisfaction
level as '1,' by contrast, are unlikely to return. Further, they can hurt the
firm by making negative comments about it to prospective customers.
Willingness to recommend is a key metric relating to customer
satisfaction." Customer Satisfaction is the buzzword used by the
business people for the success of organization in the present days. Due
to increase in competition in every product –line it becomes difficult
for the companies to retain the customers for longer period, so to retain
the customers for longer period the marketer has to do only one thing
i.e. ―Satisfy the Customers‖. This project is done to know the level of
customer‘s satisfaction towards Mahindra and Mahindra Automobiles.
The impact of automobile industry on the rest of the economy has been
so pervasive and momentous. It plays a vital role in helping the nation
to produce higher- value goods and services and in enhancing the skill
and imposes tremendous demand for automobiles.

Fix it ,
improve it,
make
changes

Ask custmers Sell the

if they like improved
Purpose
the new product
product

Assess
progress
MARKETING STRATEGY
Is a process that can allow an organization to concentrate its resources on the
optimal opportunities with the goals of increasing sales and achieving a
sustainable Competitive advantage. Marketing strategy includes all basic and
long-term activities in the field of marketing that deal with the analysis of the
strategic initial situation of a company and the formulation, evaluation and
selection of market-oriented strategies and therefore contributes to the goals of
the company and its marketing objectives.

Process of Marketing Strategy

1.Understand 2.Analyze
customer
Market
7.Review
&
Revise
Marketing 3.Analyze
Strategy
Process Compititio
n
6.Financial
Analysis
5.Define
Marketin 4.Research
g Distribution
Mix

From the Above Diagram we can Clearly Understand the Marketing Strategy
Process. In the First step we need to understand the Customers and know exactly
what their Perception about the product is. We also need to analyze the Market
and also our Competitors to have good Information and maintain Fair
Competition. In the process of Preparing Strategy the Marketing Mix of the
Company has to be clearly mentioned. Financial Analysis is also equally
important step which has to be given priority. In the last step Review and Revise
should be done which acts as a verification process in the Marketing Strategy.

Customer Satisfaction Strategies Followed By M&M

The different strategies followed by M&M consist of customer relationship
management, strategy to providing better facility to the owner, and strategy to
provide better after sales service to customer.
Kotler’s model provides a tool to assess how the organization and their
customers view their relationship and which aspects create value.

Customer Relationship management (CRM)

Is a model for managing a company‘s interactions with current and future
customers It provides a 360 degree view of customer data. It involves using
technology to organize, automate, and synchronize sales, marketing, customer
service and technical support.

CRM is often thought of as a business strategy that enables

businesses to:

Understand the customer

 Retain customers through better customer experience

 Attract new customer

 Win new clients and contracts Increase profitably

 Decrease customer management costs.

How CRM is used today?

While the phrase customer relationship management is most commonly used to
describe a business-customer relationship, however CRM systems are used in the
same way to manage business contacts, clients, contract wins and sales leads.
CRM solutions provide you with the customer 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
understand who the customer is.

Definition of 'Customer Relationship Management - CRM'

The principles, practices, and guidelines that an organization follows when
interacting with its customers. From the organization's point of view, this entire
relationship not only encompasses the direct interaction aspect, such as sales
and/or service related processes, but also in the forecasting and analysis of
customer trends and behaviors, which ultimately serve to enhance the customer's
overall experience.
Customer Relationship Management Process

From the Diagram we can clearly know that Customer Relationship

Management is linked with the following activities like;

Marketing Sales Orders Support

Reasons for Implementing the Customer

Relationship Management
 Gaining customer confidence and loyalty.
 Providing personalized service to customers.

INTRODUCTION OF AUTOMOBILE INDUSTRY

The automobile industry has changed the standard of people. The earliest of
modern cars was manufactured in the year 1895.

Shortly the first appearance of the car followed in India. As the century turned,
three cars were imported in Mumbai (India). Within decade there were total of
1025 cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel
was used for transportation in India. In the beginning of 15th century, Portuguese
arrived in China and the interaction of the two cultures let to a variety of new
technologies, including the creation of a wheel that turned under its own power.
By 16th century small steampowered engine models was developed, but it took
another century before a full-sized engine-powered vehicle was created.

Brothers Charles and Frank Duryea introduced the actual horseless carriage in
the year 1893. It was the first internal-combustion motor car of America, and it
was followed by Henry Ford‘s first experimental car in the same year.
One of the high-rated early luxury automobiles was the 1909 Rolls-Royce Silver
Ghost that featured a quiet 6-cylinder engine, leather interior, folding
windscreens and hood, and an aluminum body.

Chauffeurs usually drove it and emphasis was on comfort and style rather than
speed. During the 1920s, the cars exhibited design refinements such as balloon
tires, pressed-steel wheels, and four-wheel brakes.

Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an

aluminum body.

The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door
that suited more to the needs of families. In 1930s, vehicles were less boxy and
more streamlined than their predecessor was.

The 1940s saw features like automatic transmission, sealed-beam headlights, and
tubeless tyre.

The year 1957 bought powerful high-performance cars such as Mercedes Benz
300SL. It was built on compact and stylized lines, and was capable of 230 kmph
(144 mph).

This was the Indian automobile history, and today modern cars are generally
light, aerodynamically shaped, and compact.

Automobiles are classified by size, style, number of doors, and intended use. The
typical automobile, also called a car, auto, motorcar, and passenger car, has four
wheels and can carry up to six people, including a driver. Larger vehicles
designed to carry more passenger are called vans, minivans, omnibuses, or
buses. Those used to carry cargo are called pickups or Trucks, depending on
their size and design.

Those used to carry cargo are called pickups or trucks, depending on their size
and design.Minivans are van-style vehicles built on a passenger car frame that
can usually carry up to eight passenger. Sport-utility vehicles, also known as
SUVs, are more rugged than passenger car and are designed for driving in mud
or snow.

Facts & Figures

The automobile industry in India on an investment overdrive. Be it passenger car
or commercial vehicles makers everyone appears to be in a scramble to hike
production capacities.The country is expected to witness over Rs30,000 crore of
investment by 2010.

Most of the companies have made their intentions clear. MarutiUdyog has set up
the second car plant with a manufacturing capacity of 2.5 lakh units per annum
for an investment of Rs 6,500 crore (Rs 3,200 crore for diesel engines and Rs
2,718 crore for the car plant itself.)

Hyundai and Tata motors have announced plans for investing a similar amount
over the next 3 years. Hyundai will bring in more than Rs 3,800 crore to india.
Tata Motors will be investing Rs 2,000 crore in its small car project.
 General motors will be investing Rs 100 crore ,Ford about Rs 350 crore and
Toyota announced modest expansion plans even as Honda siel has earmarked
Rs 3,000 crore over the next decade for India –a sizeable chunk of this should
come by 2010 since the company is also looking to enter the lucrative small car
segment.

Talking about the commercial vehicle segment ,Ashok Leyland and Tata
Motors have each announced well over Rs 1,000 crore of investment. Mahindra
& mahindra’s Joint venture with International Trucks is expected to see an
infusion of at least Rs 500 crore.

List of Top 10 Automobile Companies in India

(Figures in Crores)
MCRP
ET 500 Rank Company Turnover PAT Assets
CR

7 Tata Motors Ltd. 123222.91 9273.62 56499.77 52209.48

21 Mahindra & 37026.37 3079.73 49945.17 36926.19
Mahindra Ltd.
19 Maruti Suzuki India 38140.69 2382.37 31475.63 14762.9
Ltd.
41 Hero MotoCorp Ltd. 19669.29 1927.9 40398.63 4447.22
46 Bajaj Auto Ltd. 17008.05 3454.89 46885.69 5154.96
67 Ashok Leyland Ltd. 11133.04 631.3 6653.15 6621.16
101 Sundaram Clayton 7419.41 64.63 529.23 2428.87
Ltd.
110 TVS Motor Company 6569.99 127.94 2985 1745.06
Ltd.
148 Eicher Motors Ltd. 5138.64 243.12 4448.27 474.14
396 Force Motors Ltd. 1574.05 58.62 730.05 583

INDIAN AUTOMOBILE INDUSTRY AT A GLANCE(2017-

18)
 INDUSTRY OVERVIEW
The Indian automobile industry is one of the largest in the world. The
industry accounts for 7.1 per cent of the country’s Gross domestic product
(GDP).The Two wheelers segment with 80 per cent market share is the
leader of the Indian automobile market owing to a growing middle class
and a young population in India.The overall Passenger Vehicle segment
has 14 percent market share.
OBJECTIVES OF THE STUDY

The study has been under taken to analyze the customer satisfaction
towards Mahindra SUV variant conducted at M&M dealer- ―
MAHINDRA SUPREME MOBILES PVT.LTD. BHIWANI(HRY)

Primary objective:
 To gather information about customer satisfaction towards Mahindra and
Mahindra Motors in the geographic region of BHIWANI.
 To know the customer perception about features, maintenance cost and
looks of Mahindra and Mahindra Motors.
 To know the customer satisfaction about the safety and comfortable
Vehicles of Mahindra and Mahindra.

Secondary objective:

To provide suggestions, in improving the level of satisfaction, company

sales and profitability.
 To know the customer satisfaction towards the after sales service offers
by M&M.
Chapter – 2
Company
Profile
COMPANY PROFILE

Introduction OF MAHINDRA &

MAHINDRA

AUTOMOTIVE.
Mahindra & Mahindra Limited (M&M) is an Indian multinational automobile
manufacturing corporation headquartered in Mumbai, Maharashtra, India. It is
one of the largest vehicle manufacturers by production in the Republic of India.
It is a part of Mahindra Group, an Indian conglomerate. The company was
founded in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C.
Mahindra and J.C. Mahindra and Malik Ghulam Mohammed.

After India gained independence and Pakistan was formed, Mohammed

emigrated to Pakistan. The company changed its name to Mahindra & Mahindra
in 1948.

It is ranked #21 in the list of top companies of India in Fortune India 500 in
2011.

Major competitors in the Indian market include Maruti Motors (a 60% owned
subsidiary of Suzuki Motors from Japan), Tata Motors (fully owned by Tata
Sons; Owner of Indian-British Jaguar Land Rover), Toyota, Mercedes-Benz
(Merc) (Based in Poona, Maharastra in India; A subsidiary of Daimler AG from
Germany) and others.

Mahindra & Mahindra was set up as a steel trading company in 1955. It

eventually saw business opportunity in expanding into manufacturing and selling
larger MUVs, starting with assembly under license of the Willys Jeep in India.
Soon established as the Jeep manufacturers of India, the company later
commenced upon the task of expanding itself, choosing to utilize the
manufacturing industry of light commercial vehicles (LCVs) and agricultural
tractors.
Today, Mahindra & Mahindra is a key game player in the utility vehicle
manufacturing and branding sectors in the Indian automobile industry with its
flagship SUV Scorpio and swiftly exploits India's growing global market
presence in both the automotive and farming industries to push its products in
other countries.

Over the past few years, the company has taken interest in new industries and in
foreign markets. They entered the two-wheeler industry by taking over Kinetic
Motors in India.

M&M also has controlling stake in REVA Electric Car Company and acquired
South Korea's SsangYong Motor Company in 2011.

The US based Reputation Institute once ranked Mahindra amongst the top 10
Indian companies in its 'Global 200: The World's Best Corporate Reputations'
list.

The current company catchphrase (tagline to attract business) is Rise.

INFORMATION ABOUT THE MAHINDRA &

MAHINDRA

Type: public
Industry: Automotive
Parent : Mahindra Group
Founded: 2oct.1945
Founders: J.C.Mahindra ,K.C.Mahindra, M.G.Muhammad
Headquarters: Mumbai,Maharashtra,India
Area served: Worldwide
Key people : Anund Mahindra(chairman)
PawankumarGoenka(MD)
Products: Automobiles, Commercial vehicles,
No. of Employees: 42,875(2019)
Total Assets : Rs.163,391 Crore (US$24 billion)
Net Income : Rs.6,016 crore (US$870 million)
Revenue : Rs. 105,806 Crore (US$15 billion)
Website: www.Mahindra.com
  History
Mahindra& Mahindra was founded as a steel trading company on oct.2,1945 in
Ludhiana as Mahindra&Muhammed by brothers Kailash Chandra Mahindra
along with Malik Ghulam Muhammed. Anand Mahindra, the present chairman
of Mahindra Group is the grandson of jagdish Chandra Mahindra. After India
gained independence and Pakistan was formed, Muhammed emigrated to
Pakistan.Mahummad acquired Pakistani citizenship and settled in Lahore, and in
1948 become Pakistan’s first finance minister. Thereafter, the company changed
its name to Mahindra& Mahindra in 1948.It eventuallysaw a business
opportunity in expanding into manufacturing and selling larger MUVs, starting
with the assembly under licence of the willys jeep in India. Soon established as
the jeep manufacturers of India, the company later commenced manufacturing
light commercial vehicles (LCVs)and agricultural tractors.

In the year 1953, Otis Elevator company (India) was established. A joint venture
was made with Rubery Owen & Company ltd. , UK & established a company
under the name of Mahindra Owen.

In the year 1960, Mahindra Sintered products ltd. was established based on a
joint venture with Bir Field. In the year 1962, Mahindra Ugine Steel company
was established as a joint venture between the company and Ugine Kuhlmann,
France.

In the year 1965, the company entered into light commercial vehicles segment.
The established Vickers Sperry of India Ltd. , a joint venture with Sperry Rand
Corporation ,USA.

In the year 1995, Mahindra Holding & Finance Ltd. became a subsidiary of the
company to carry out business as an investment company.

In the year 1996, Mahindra Ford India Ltd. was established , a joint venture with
Ford Motor company , USA to manufacture passenger cars.
In the year 2002 , the company launched Scorpio , a new generation, world class
sports utility vehicle. In the year 2003, they launched Invader, a sporty open top
vehicle and MaXX Pik Up.

In the year 2004, the company launched Balero and Scorpio in Latin American ,
Middle East and South African markets. In the year 2005, the company acquired
51% stake in SAR Transmission Pvt. Ltd. a company engaged in manufacture of
gears and transmission shafts. The company became the first Indian auto
manufacturer to launch the common Rail Diesel Engine (CRDe), offering it in
the Scorpio.

In the year 2006, the company acquired the Stokes Group of UK, the largest
automotive forgings company in the UK. They launched the Scorpio V-series. In
July 2007, the company launched the Mahindra Pik Up (double cab) in Chile. In
Nov. 1, 2007 , a wholly owned affiliated of Navistar International Corporation
signed a joint venture agreement with the company to produce diesel engines for
medium and heavy commercial trucks and buses in India.

In the year 2008, the company introduced Fuel Smart system in Bolero and
Scorpio SUVs.They entered into JV with TMI Pacific in Australia. In the year
2009 , the company launched Xylo. Also, they launched New, Mighty Muscular
Scorpio in the market.

During the year 2009-10, the company hived off Mahindra Defence Systems
Division into a wholly owned subsidiary, Mahindra Defence Land Systems Pvt.
Ltd. (now rechristened as Defence Land Systems India Pvt. Ltd. ) with effect
from July 1, 2009.

During the year 2010-11, the company acquired Ssangyong Motor Company
(SYMC),a premier manufacture of sports utility vehicles and recreational
vehicles in Korea.In February, 2010, the company had launched Maxximo in a
very competitive small 4-wheeler cargo segment (0.75 ton). In June
2011,Bristlecone International AG became a subsidiary of the company.

In 2012, the company entered the Kenyan passenger vehicles market with the
launch of their utility vehicles , XUV500 and Scorpio. Other vehicles include
pick-up range , Genio and Maxximo mini-truck. The company also signed an
agreement with telephonics corporation to form a joint venture , named as
Mahindra- Telephonics Integrated Systems Limited.

In 2013, the company inked partnership with online shopping portal,

Snapdeal.com to sell its two –wheeles on the site. The company launches new
visual identity reflecting modernity and dynamism. The company launches the
verito Executive edition. The company unveils the new Maxximo plus Mini-
truck in Bengaluru and Chennai.

In 2014, the company introduces ‘Yoga Seats’ in Quanto Compact SUV. During
the year, the company signs MoU with Government of Bhutan to promote usage
of Electric Vehicles in the country. Mahindra Defence Naval Systems
Inaugurates new Chakan plant. Mahindra Integrated Business Solutions signs
MoU with CARE Advisory. Mahindra Logistics acquires majority stake in
LORDS Fright (India) Pvt. Ltd. In oct. 2014, Mahindra &Mahindra acquired a
51% controlling stake in Peugeot Motocycles.
In Dec.2015, Mahindra & Mahindra Ltd and affiliate teach Mahindra Ltd,
through a special purpose vehicle (SPV),have agreed to buy a 76.06% stake in
Italian car designer pininfarinaSpA, for €25.3 million (around Rs186.7 crore).

On 17 Feb. 2016 , M&M announced that its young sports utility vehicle
KUV100 has crossed 21,000 bookings in just a month post launch. On 22
March 2016, the Agri Business vertical of M&mM announced the launch of its
branded milk under the Saboro brand. On 4 April 2016 ,M&M announced the
launch of a new sports utility vehicle NuvoSport. On 5 April 2016 , M&M
announced the launch of Mahindra YUVO, a new age and superior technology
range of tractors in the 30 -45 HP category.

On 2 june 2016, M&M announced the launch of its innovative new eVerito –the
all- electric zero- emissions sedan. M&M said that the vehicle can be fast
charged in 1 hour 45 minutes (0-80%) and a full charge lasts 110 kms.

On 8 August 2016, M&M’s 100% subsidiary MAHINDRA Agri Solutions

announced the launch of 4 new varities of branded pulses under its NuPro brand
in Mumbai.

In january 2017,Mahindra& Mahindra Ltd(M&M) acquired a 75.1 equity stake

in HisarlarMakinaSanayiveTicaret Anonym sirketi(Hisarlar), a farm equipment
company, marketing its entry into Turkey.

In sep.2017, Mahindra& Mahindra Ltd acquired ErkuntTraktorSanayii AS, a

Turkish Tractor maker and its foundry business for Rs800 crore. On 3 Oct. 2017,
M&M construction equipment division announced its foray into the road
construction segment with the launch of its first Motor Grader- the Mahindra
RoadMaster G75.

On 4 Oct. 2017, M&M announced the launch of a new W9 Variant of its SUV
XUV 500. On 10 Oct. 2017 , M&M announced the launch of updated version of
its SUV KUV100 under the name KUV100 NXT. On 12 Oct. 2017, M&M
announced the launch of updated version of Mahindra Pik up vehicle in South
Africa.

On 30 Jan.2018, M&M farm equipment unit announced the acquisition of a

26% equity stake in M.I.T.R.A. Agro equipments Pvt Ltd , a Maharashtra-based
AgTech company which designs and manufactures proprietary sprayers for
horticulture crops. M&M will acquire 26% equity stake in MITRA through a
fresh infusion of capital into the company.

As a part of a series of initiatives under its digital transformation strategy ,

M&M on 31 jan. 2018 announced an industry first intiative in the automotive
retail space with the launch of its ‘Bring the Showroom Home’, a portable,
mobile based ,interactive virtual Reality experience.

On 2 Feb. 2018,Mahindra first choice wheels (MFCWL), a diversified used

vehicle automotive service provider, announced that it has raised a new round of
$15 million (Rs 100 core).The entire investment is in the form of primary capital
and will be used to fund its growth over the next 18 months values the company
at $250 million pre money and $265 million post money.
OPERATION

Mahindra & Mahindra, branded on its products usually as 'Mahindra', produces

SUVs, saloon cars, pickups, commercial vehicles, and two wheeled motorcycles
and tractors. It owns assembly plants in Mainland China (PRC) and the United
Kingdom, and has three assembly plants in the United States.

Mahindra maintains business relations with foreign companies like Renault SA,
France and Navistar International, USA.

M&M has a global presence and its products are exported to several countries.
Its global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra
USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.

Mahindra started making passenger vehicles firstly with the Logan in April
2007 under the Mahindra Renault joint venture. M&M will make its maiden
entry into the heavy trucks segment with Mahindra Navistar, the joint venture
with International Truck, USA.

Mahindra produces a wide range of vehicles including MUVs, LCVs and three
wheelers. It manufactures over 20 models of cars including larger, arguably
more modernized multi-utility vehicles like the Scorpio and the Bolero. It
formerly had a joint venture with Ford called Ford India Private Limited to build
passenger cars.

At the 2008 Delhi Auto Show, Mahindra executives said the company is
pursuing an aggressive product expansion program that would see the launch of
several new platforms and vehicles over the next three years, including an entry-
level SUV designed to seat five passengers and powered by a small turbo diesel
engine.

True to their word, Mahindra & Mahindra launched the Mahindra Xylo in
January 2009, and as of June 2009, the Xylo has sold over 15000 units.

Also in early 2008, Mahindra commenced its first overseas CKD operations
with the launch of the Mahindra Scorpio in Egypt, in partnership with the
Bavarian Auto Group. This was soon followed by assembly facilities in Brazil.
Vehicles assembled at the plant in Bramont, Manaus, include Scorpio Pik Ups in
single and double cab pick-up body styles as well as SUVs.

Mahindra planned to sell the diesel SUVs and pickup trucks starting in late 2010
in North America through an independent distributor, Global Vehicles USA,
based in Alpharetta, Georgia.

Mahindra announced it will import pickup trucks from India in knockdown kit
(CKD) form to circumvent the Chicken tax. CKDs are complete vehicles that
will be assembled in the U.S. from kits of parts shipped in crates.

On 18 October 2010, however, it was reported that Mahindra had indefinitely

delayed the launch of vehicles into the North American market, citing legal
issues between it and Global Vehicles after Mahindra retracted its contract with
Global Vehicles earlier in 2010, due to a decision to sell the vehicles directly to
consumers instead of through Global Vehicles.

However, a November 2010 report quoted John Perez, the CEO of Global
Vehicles USA, as estimating that he expects Mahindra‘s small diesel pickups to
go on sale in the U.S. by spring 2011, although legal complications remain, and
Perez, while hopeful, admits that arbitration could take more than a year.

Later reports suggest that the delays may be due to Mahindra scrapping the
original model of the truck and replacing it with an upgraded one before selling
them to Americans.

In June 2012, a mass tort lawsuit was filed against Mahindra by its American
dealers, alleging the company of conspiracy and fraud.

Mahindra & Mahindra has a controlling stake in Mahindra Reva Electric

Vehicles.

In 2011, it also gained a controlling stake in South Korea's SsangYong Motor

Company.

Mahindra has launched its relatively heavily publicized SUV, XUV 500, code
named as W201 in September 2011. The last ‘500‘ in the name is pronounced as
5 double-O‘ (alphabet). The new SUV by Mahindra has been designed in-house
and it is developed on the first global SUV platform that could be used for
developing more SUVs. In India, the new Mahindra XUV 500 comes in a price
range between Rs 14 lakh to Rs 15 lakh. Besides India, the company also targets
Europe, Africa, Australia and Latin America for this model.

Mahindra President MrPawanGoenka stated that the company plans to launch

six new models this fiscal. The company launched CNG version of its mini truck
Maxximo on 29 June 2012. A new version of Verito in diesel and petrol options
was launched by the company on 26 July 2012 to compete with Maruti'sDzire
and Toyota Kirloskar Motor's Etios.

Mahindra vehicles Components Combining its experience in the automotive and

farm equipment industries with a series of key acquisitions of European
components companies, Mahindra & Mahindra maintains art-to-part
manufacturing units across India, Germany, Italy, and the United Kingdom.
 Mahindra & Mahindra has expertise in forgings, castings, gears, stampings,
steel, ferrites, contract sourcing, and composites. It also offers full-service art-to-
part solutions that integrate design, manufacturing, and sourcing.

More than 12,000 people are employed at Mahindra & Mahindra's Components
division.

ORGANISATION CHART OF MAHINDRA

Major Milestones:
1945 :

October 2, Mahindra & Mohammed formed.

1950:

The first business with Mitsubishi Corporation (for 5000 Tons) for wagon
building plates for supply from Yawata Iron & Steel.

1979:

License from Automobiles Peugeot, France for manufacture of XDP 4.90 Diesel
Engines

1982:
License from KIA for manufacture of 4 Speed Transmissions

"Mahindra" brand of tractors born

Siro Plats formed

1991:

Introduction of Commander series.

1992:

 Triton Overwater Transport Agency Ltd., formed

 Implementation of the Service Center project at Kanhe.

1993:

 Mahindra Steel Service Centre Ltd. formed in association with Mitsubishi

Corporation and Nissho Lwai Corporation of Japan.
 Incorporation of MBT international lin., USA, a wholly owend subsidiary
of MBT.

1994:

 Reorganization of the Group creating Six Strategic business units MSL

Division hived off to form Mahindra Sona Ltd.
 Mahindra Nissan Allwyn Limited merged with the company.

1997:

 A new die shop was inaugurated at Nasik.

 Inauguration of The Mahindra United World College of India.

1999:

 Launch of Bijlee‘ a battery-operated, 3-wheeler environmentalfriendly

vehicle.
 The largest online used vehicle website in India launched by
MahindraNetwork Services.
 The business of Intertrade Division and Mahindra Exports Ltd. combined
and renamed Mahindra Intertrade Ltd
2001:

 A 3-wheeler diesel vehicle "Champion" is launched.

 The Company launches Mahindra MaXX a MUV positioned with
thecaption Maximum Space, Maximum Comfort.
 M&M ties up with Renault for petrol engines.
 M&M established a separate division to provide Defence Solutions

2002:
 M&M launches Scorpio - the new generation Sports Utility Vehicle

2003:
 Scorpio - Recipient of prestigious Awards -
 "Car of the Year" Award from Business Standard Motoring
 "Best SUV of the Year" and "Best Car of the Year" Awards from BBCon
Wheels
 "Car of the Year" Award from CNBC Auto Car
 M&M launches the "Invader" - a sporty open top vehicle.
 M&M opens a second tractor assembly plant in USA.

2004:
 Launched the Mahindra World Tractor – a 75 HP tractor in the overseas
market.
 M&M becomes the first Indian company to achieve sales of one million
tractor.
 Formed a new Sector, Mahindra Systems and Automotive Technologies
(MSAT), to focus on developing components as well as offering
engineering service.
 Signed MOU to enter into JV with Jiangling Motor Co. Group of China to
acquire tractor- manufacturing assets form Jiangling tractor company , a
subsidiary of JMCG.

2005:
 Acquired 51% stake in SAR Transmission Private Limited, a company
engaged in manufacture of gears and transmission shafts.
 Acquired 80% stake in the JVwith Jiangling Motors i.e. in Mahindra
tractor company.
 M&M farm equipment sector launch operations in Australia.
 M&M and Renault enter into a JV to manufacture of the mid-sized sedan,
Logan, in India.

2006:
 Bombay Chamber Good Corporate Citizen Award for 2006-07

2007:
 Business world FICCI-SEDF Corporate Social Responsibility
 Award – 2007 Deming Prize Japan Quality Medal in 2007
 2011:
 The Brand Trust Report ranked M&M as India's 68th Most Trusted Brand
in 2011 (from 16000 brands analyzed) and 66th Most Trusted Brand in
2012 (from 17000 brands analyzed)

2012:
 Blue bytes News,: Rated M&M as India's second Most Reputed Car
Company (reported in their study titled Reputation Benchmark
Study)conducted for the Auto (Cars) Sector launched in April 2012.

2013:
 Woman Business Leader- Realty, 2013 – Won by Ms. Sangeeta Prasad
International Women Leaders forum (IWLF).
 Certificate of Commendation CII-ITC Sustainability Award 2013.

2014:
 Mahindra &Mahindra recognized as India’s 10th most Trusted brand by
hebrand Trust report in its India study 2014 survey.
 “Order of Merit” 2014 for Sustainability Leadership Skoch Renaissance
Awards.

2015:
 ‘Sreshtha Surksha Puraskar’ for ‘Best Safety Practices in the Construction
Industries Group’ National Safty Council, Maharashtra Chapter &
Directorate Industrial Safty and Health, Govt of Maharashtra.
 ‘Small Cap Category’ Investor Relations Society Awards 2015.
 Mahindra Lifespaces was declared ‘Regional Sector Leader in Asia’ for
real estate sustainability best practices and initiatives.

2016:
 ‘Achievement Award for Construction Health, Safty & Environment’ for
Luminare 8th CIDC (Construction Industry Development Council)
Vishwakarma Awards 2016.

2017:
 NDTV Awards: Best affordable housing project in India – Happinest
Avadi.

2018:

 ACEF’s Best Social Media Campaign of the year – ‘#18Daychallenge’.

 Lighthouse Insights’ Best Social Media Campagign of the year – ‘Building
Together’.
 Lighthouse Insights’ best Twitter case Study – ‘#18Daychallenge’.
 Working Mother and Avitar – One of the top 100 best Companies for
Women in India.
 Construction World Architect & Builder Awards 2018: One of India’s top
Builders in 2018.
 SUV PRODUCTS OF MAHINDRA AND
MAHINDRA

MAHINDRA SCORPIO
Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports
Utility Vehicle in India in 2002.

This SUV has redefined the expectations for the design of SUVs with its sturdy
looks and powerful performance, the sophisticated interior design adds to the
further glory to the appearance.

MAHINDRA XUV-500
Mahindra & Mahindra launched a new multi-purpose vehicle (MPV) in the year
2011 to take on the Toyota Innova and the Chevrolet Tavera in both the
individual buyer and taxi segments. Mahindra has currently named the project
XUV-500.

MAHINDRA BOLERO
Mahindra Bolero is one of the most successful and popular utility vehicle of the
Mahindra and Mahindra Group. The car is robust in appearance and it has been
elegantly designed, keeping in mind the conditions of the Indian roads. Mahindra
Bolero is also among the best fuel-efficient cars of India as the manufacturer has
equipped it with a 2500 cc diesel engine with5- speed transmission.

MAHINDRA XYLO
Mahindra & Mahindra Limited launched their latest Multi Utility Vehicle
(MUV) ―Xylo in India on January 13, 2009. The car boasts of having all the
luxurious features that are seen in today‘s sedans, with the ample space of a
utility vehicle. Xylo's muscular stance contributes to its commanding road
presence. Fully packed with the latest features, the MUV is sure to impress
Indian consumers and provide a stiff competition to the other vehicles within its
class.

MAHINDRA TUV 300

The TUV 300’s price will increase from 1 july 2019. The increase in price will
be in the range of RS 36,000. Mahindra recently gave the TUV 300 a mid-life
facelift and its price now starts at Rs 8.38 lakh.
 MILSTONE, AWARDS AND ACCOLADES
M&M’s 61st year was studded with a number of noteworthy
achievements, prestigious prizes and glittering awards.

DUAL HONOURS FOR CHAIRMAN MR. KESHUB

MAHINDRA
Chairman, Mr. Keshub Mahindra was awarded the Business Visionary Award
2006‖ instituted by the National Institute of Industrial Engineering (NITIE).
Chairman, Mr. Keshub Mahindra was also awarded the prestigious IBS Kolkata
Lifetime Achievement Award for his unparalleled contribution to industrial
growth and social and economic development of the community‘.

The Institute of Chartered Financial Analysts of India‘s (ICFAI) India Business

School (IBS) presented it, Kolkata, at the Strategy Summit 2007, held in
Kolkata.

SLEW OF HONOURS FOR MR. ANAND

MAHINDRA
Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number
ofprestigious awards in 2006-07, including:

 The prestigious CNBC Asia Business Leader of the Year Award for the
Year 2006 as well as the CNBC TV India Business Leader of the Year
Award‖.
 The CEO of the Year‘award at the India Brand Summit 2006 cosponsored
by Business Standard and ITM Business School in association with Times
Now and DNA newspaper.
 The LMA Entrepreneur of the Year 2006 award, instituted by the
 Ludhiana Management Association (LMA).
 The Most Inspiring Corporate Leader of the Year‘ Award by NDTV

 HIGHEST CRISIL RATING FOR M&M

M&M has received the highest Governance & Value Creation rating, CRISIL GVC
Level - I from CRISIL for the ability to create value for all stakeholders, while
adopting sound corporate governance practices.
MAHINDRA RECEIVES AMITY HR EXCELLENCE
AWARD
Mahindra & Mahindra was honored with the Amity HR Excellence Award at the
Fourth Amity Global HR Summit 2007 held at the Amity International Business
School, Noida. The Amity HR Excellence Award recognized Mahindra as one
the most admired companies across the global on account of its innovative
strategies for Human Resources Management and Development.

GLOBAL HR EXCELLENCE AWARD FOR M&M

Mahindra & Mahindra won the Global HR Excellence Award for Innovative HR
practices (Manufacturing Sector), in the Asia Pacific HRM Congress, held in
Mumbai. These awards recognize organizations and individuals who have
embraced change, encouraged constructive challenges and demonstrated
entrepreneurial skills in the corporate world.

M&M WINS BOMBAY CHAMBER GOOD

CORPORATECITIZEN AWARD 2006-07
M&M was presented with the coveted Bombay Chamber Good Corporate
Citizen Award 2006-07 at a glittering ceremony held to celebrate the Chamber‘s
172nd Foundation Day on September 21, 2007. Mr. Bharat Doshi, Executive
Director, M&M Ltd. and Mr. Rajeev Dubey, Member of the Group Management
Board and Chairman, CSR Mahindra & Mahindra Council, received the award
on behalf of the company. This Award recognizes and honors conspicuous
achievement by corporate organizations by way of service to the civic
community, in addition to outstanding operational performance.

It takes into account several parameters, including Business Performance,

Corporate Interests, Employee Welfare, Customer and Stakeholder Satisfaction
and Social Investment.

 GOLDEN PEACOCK AWARD FOR EXCELLENCE IN

CORPORATE GOVERNANCE
Mahindra & Mahindra won the coveted Golden Peacock Award forExcellence in
Corporate Governance 2006.

This award validates the company‘s Best-in-Class‘ corporate governance

practices and reflects its transparent and ethical dealings with stakeholders across
the entire value chain. It recognizes the Management‘s commitment to the
highest standards of corporate conduct and its commitment to Corporate Social
Responsibility as a distinct activity that helps build commendable social values
and adds to the ethical fiber of the organization.
 BEST AUTOMOTIVE MANUFACTURING SUPPLY
CHAIN EXCELLENCE AWARD
Mahindra &Mahindra has been awrded as the organization with the “ Best
Automotive manufacturing Supply Chain Excellence”. The awards were
presented by India Times Mindscape along with the business India Group at the
Express, Logistics & Supply Chain Awards held in Mumbai on September 28,
2007. A. C. Neilson is accredited with the research for the award nominees and
winners.

 HIGH RANKINGS FOR MAHINDRA

M&M was ranked 2nd in the prestigiouse most Trusted car company in India
study conducted by TNS. M&M scored 127 points, just seven points below the
top ranking company, according to a TNS communiqué.

M&M was ranked 14th in The Economic Times prestigious ‘ET 500’ list of top
achieving companies in India. The company has moved up 4 ranks from last
year. To quote from the ‘ET 500’ write-up: “M&M’s ‘art-to-part’ strategy of
diversification into the auto parts value chain and its plants for new platforms for
utility vehicles and joint venture with Renault for Logan have led to a gain in
ranks.”
Chapter-3
Product
Profile
Product Profile

MAHINDRA “SCORPIO”
(Rs. 9.99-16.63lakh)

MAHINDRA “XYLO”
(Rs. 9.55-12.16lakh)

MAHINDRA“XUV500”

(Rs. 12.22-18.56 lakh)

MAHINDRA “BOLERO”
(Rs. 7.49-9.35lakh)

MAHINDRA “TUV300”
(Rs. 8.54-10.55lakh)

SCORPIO
Features &specification
Make Mahindra

Model SCORPIO
Variant SLE
Body Type SUV
No. of Doors 5
 Fuel Efficiency
City Mileage 9.5kmpl

Highway Mileage 13.2kmpl

Fuel Capacity 60 liters
Fuel Type Diesel
Fuel Grade -

Steering & Suspension

Steering Type Rack &Pinion, power assist
Power Steering Yes
Front Suspension Independent with coil spring
Rear Suspension Parabolic leaf spring

Dimensions
Length 4056mm
Height 1880mm
Width 1660mm
Wheel Base 2680mm
Clearance 180mm
Boot -
Front Head Room -

Drive Train

Type Manual
Gears 5
Drive Line RWD

Comfort Features
Air- Conditioning Yes
 XYLO
Feature& Specification
Make Mahindra
Model XYLO
Variant DIZ
Body Type SUV
No. of Doors 5

Engine Parameters
Displacement 2179cc

Bore -
Cylinder Configuration 4 inline
No. of Valves 8
Aspiration Turbo Charged
Fuel System Direct injection
Horse Power 140.08@3750ps@rpm
Torque 330@1600-1550Nm@rpm

Steering and Suspension

Steering Typs Rack and Pinion, Power assist

Power Steering Yes

Front Suspension Independent with coil spring &
anti roll bar
Rear Suspension Parabolic Leaf springs

Dimensions
Length 4056mm
Height 1880mm
Width 1815mm
Wheel Base 2680mm
Clearance 200mm
Front leg room -
Gross weight -
Boot -
Drive Train
Type Manual
Gears 5
Drive Line RWD

Comfort Features
Air-Conditioning Yes

XUV-500

Feature & Specification

Make Mahindra
Model XUV-500
Variant Plus
Body Type SUV
No. of Doors 5

Steering &Suspension
Steering Type Rack &Pinion ,Power assist
Power Steering No.
Fuel Suspension Independent with coil spring &
and roll bar
Rear Suspension Parabolic leaf springs

Fuel Efficiency
City Mileage 9.4 kmpl
Highway Mileage 13.1kmpl
Fuel Capacity 60liter
Fuel Type Diesel
Dimensions
Length 4585mm
Height 1785mm
Width 1660mm
Wheel Base 2794mm
Clearance 195mm
Boot -
Rear leg room Min:74mm,Max:94mm
Gross weight -

Drive Train
Type Manual
Gears 5
Drive Line RWD

Bolero
Features& Specification
Make Mahindra
Model Bolero
Variant ZLX
Body Type SUV
No. of Doors 5

Steering & Suspension

Steering Type Rack & Pinion, power assist
Power Steering Yes
Front Suspension Independent with coil spring
Rear Suspension Leaf spring

Fuel Efficiency
City Mileage 9.4 kmpl
Highway Mileage 12.4 kmpl
Fuel Capacity 60 Liters
Fuel Type Diesel
Dimensions
Length 4056mm
Height 1880mm
Width 1660mm
Wheel Base 2680mm
Clearance 200mm
Boot -
Front leg room -
Rear leg room Min:74mm,Max:94mm

Engine Parameters
Displacement 2523cc
Cylinder Configuration 4 inline
No. of Valves 8
Aspiration Turbo Charged
Fuel System DI
Horse Power 46.3@3200ps@rpm
Torque 195@1500-1800 Nm@rpm

Drive Train
Type Manual
Gears 5
Drive Train RWD

Comfort Features
AM/ FM Radio Present
 CHAPTER-4
RESEARCH
&
METHODOLOGY
RESEARCH METHODOLOGY
INTRODUCTION framework of evaluation and revaluation of primary and
secondary research. The techniques and concepts used during primary research
in order to arrive at findings; which are also dealt with and lead to a logical
deduction towards the analysis and results

What is Research?
This chapter aims to understand the research methodology establishing a
Reseach comprise “creative work undertaken on a systematic basis in order to
increase the stock of knowledge, including knowledge of man , culture and
society,and the use of this stock of knowledge to devise new applications.” It is
used to establish or confirm facts, reaffirm the results of previous work, solve
new or existing problems, support theorems or develop new theories.A research
project may also be an expansion on past work in the field . To test the validity
of instruments, procedures, experiments, research may replicate elements of
prior projects, of the project as a whole. The primary purposes of basic research
(as opposed to applied research) are documentation, discovery, interpretation or
the research and development (R&D) of methods and systems for the
advancement of human knowledge. Approaches to research depend on
epistemologies, which vary considerably both within and b/w humanities and
sciences. There are several forms of research: scientific,humanities, artistic,
economic, social, business, marketing, practitioner research,etc.

RESEARCH DESIGN
I propose to first conduct a intensive secondary research to understand the full
impact and implication of the industry, to review and critique the industry norms
and reports, on which certain issues shall be selected, which I feel remain
unanswered or liable to change, this shall be further taken up in the next stage of
exploratory research. This stage shall help me to restrict and select only the
important question and issue, which inhabit growth and segmentation in the
industry.

The various tasks that I have undertaken in the research design

process are:

 Defining the information need

 Design the exploratory, descriptive and causal research.

 RESEARCH PROCESS
A research process consists of stages or steps that guide the project from
its conception through the final analysis, recommendations and ultimate
actions. The research process provides a systematic, planned approach to
the research project and ensures that all aspects of the research project are
 consistent with each other. Research studies evolve through a series of
steps, each representing the answer to a key question.

 STAGES IN THE RESEARCH PROCESS

In planning and desiging a specific research project, it is necessary to
anticipate all the steps that must be undertaken if the project is to be
successful in collecting valid and reliable information.
The steps of maketing research process are highlighted in the following
flow diagram

Extensive Planning Sample

Defining
literature Research Design
problem
survey Design

Prpairing Formulation Collect

and Analyze the Data
of
present of the Date
conciusion
the report

RESEARCH DESIGN IS CLASSIFIED AS

FOLLOWS
1. Exploratory Research
2. Descriptive Research
3. Casual/ Experimental Research

EXPLORATORY RESEARCH
The method I used for exploratory research was
1. Primary Data
2. Secondary data
PRIMARY DATA
New data gathered to help solve the problem at hand. As compared to secondary
data which is previously gathered data. An example is information gathered by a
questionnaire. Qualitative or quantitative data that are newly collected in the
course of research, Consists of original information that comes from people and
includes information gathered from surveys, focus groups, independent
observations and test results. Data gathered by the researcher in the act of
conducting research. This iscontrasted to secondary data, which entails the use of
data gathered by someone other than the researcher information that is obtained
directly from first-hand sources by means of surveys, observation or
experimentation.

Primary data is basically collected by getting questionnaire

filled by the respondents.

SECONDARY DATA
Information that already exists somewhere, having been collected for another
purpose. Sources include census reports, trade publications, and subscription
services. There are two types of secondary data: internal anexternal secondary
data. Information compiled inside or outside theorganization for some purpose
other than the current investigationResearching information, which has already
been published? Market information compiled for purposes other than the
current research effort; it can be internal data, such as existing sales-tracking
information, or it can be research conducted by someone else, such as a market
research company or the U.S. government.

Secondary source & websites

My proposal is to first conduct aintensive secondary research to understand the
full impact and implication of the industry, to review and critique the industry
norms and reports, on which certain issues shall be selected, which I feel remain
unanswered or liable to change, this shall be further taken up in the next stage of
exploratory research.

DESCRIPTIVE RESEARCH
STEPS in the descriptive research:

Statement of the problem

 Identification of information needed to solve the problem

 Selection or development of instruments for gathering theinformation.
 Identification of target population and determination of sampling Plan.
 Design of procedure for information collection
 Collection of information
 Analysis of information
 Generalizations and/or predictions.
DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The
questionnaire method has come to the more widely used and economical means
of data collection.

The common factor in all varieties of the questionnaire method is this reliance on
verbal responses to questions, written or oral. I found it essential to make sure
the questionnaire was easy to read and understand to all spectrums of people in
the sample. It was also important as researcher to respect the samples time and
energy hence the questionnaire was designed in such a way, that its
administration would not exceed 4-5 mins. These questionnaires were personally
administered. The first hand information was collected by making the people fill
the questionnaires. The primary data collected by directly interacting with the
people. The respondents were contacted at shopping malls, markets, places that
were near to showrooms of the consumer durable products etc. The data was
collected by interacting with 100 respondents who filled the questionnaires and
gave me the required necessary information. The respondents consisted of
housewives, students, businessmen, professionals etc. the required information
was collected by directly interacting with these respondents.

DETERMINATION OF THE SAMPLE PLAN AND

SAMPLE SIZE
TARGET POPULATION
It is a description of the characteristics of that group of people from whom a
course is intended. It attempts to describe them as they are rather than as the
describer would like them to be. Also called the audience the audience to be
served by our project includes key demographic information (i.e.; age, sex
etc.).The specific population intended as beneficiaries of a program. This will be
either all or a subset of potential users, such as adolescents, women, rural
residents, or the residents of a particular geographic area.

I have selected the sample trough Simple random Sampling

SAMPLE SIZE:
This involves figuring out how many samples one need.
The numbers of samples you need are affected by the following
factors:
Project goals

 How you plan to analyze your data

 How variable your data are or are likely to be

 How precisely you want to measure change or trend

 The number of years over which you want to detect a trend

 How many times a year you will sample each point

SAMPLE SIZE
I have targeted 65 people in the age group above 20 years for the purpose of the
research. The target population influences the sample size. The target population
represents the Bhiwaniregions. The people were from different professional
backgrounds.

The details of our sample are explained in chapter named primary research
where the divisions are explained in demographics section.

Overview Of Research Methodology

1. Sampling Technique : Random Sampling.

2. Sample Size : 65 respondents
3. Method : Personal Interview.
4. Tool use for Interview : Structured questionnaire
5. Data analysis method : Percentage, Tabulation and
Graphical method
6. Area of survey : Bhiwani
7. Charts : Bar charts and Pie charts.

Limitation of the study

The scope of study is limited to the respondents are selected from in and
around Bhiwani/

 The project is carried out for the period of 30- 45 days only.

 The sample unit was also 65 respondents.

 It is not possible to obtain some confidential data from the organization.

 It is little bit costly and time consuming to collect primary data through
face to face interaction with respondent.
 CHAPTER-5
DATA ANALYSIS
&
INTERPRETATion
DATA ANALYSIS & INTERPRETATION

Table No.(1) Do you own a SUV?

Yes No

60% 40%

Source:Questionnaire

80

70

60

50

40

30

20

10

0
yes no

INTERPRETATION:
The sample drawn on probability basis shows that 70% of the customers owend
SUV variant and 30% don’t.

OBSERVATION :
Most of the respondents approached have owned SUV.

Table No. (2) How did you come to know about SUV?
Options No. of Respondents Percentage
Magazines 17 35%
Newspaper 14 25%
Tv Ads 11 15%
Friends 10 13%
Dealers 8 9%
Any other 5 3%
Total 65 100%
Source: Questionnaire
 35%

30%

25%

20%

15%

10%

5%

0%
Magazines Newspaper Tv Ads Friends Dealers Any other

INTERPRETATION:
100% of the respondents 35% of the respondent know about SUV from
magazines. 25% of the respondents knew from newspapers. 15% of the
respondent getting information from TV ads. 13% of the respondent knew about
SUV from friends. 9% of the respondent getting information from Dealers and
ether 3% getting information about SUV from any person.

Table No. (3) Customer opinions toward Safety and Comfort.

FACTOR PERCENTAGE
Extremely satisfied 25%

Saisfied 48%

Neither satisfied and 17%

Dissatisfied

Dissatisfied 10%

Total 100%
Source: Questionnaire
 Percentage

Extremely satisfied
Satisfied
Neither satisfied & dissatisfied
Dissatisfied
Total

Interpretation:
100% of the respondents 48% of the respondents approached were satisfied with
the safety and comfort. Followed by 25% was extremely satisfied, 17% are
neutral and rest of the 10% was dissatisfied with safety and comfort feature of
SUV.

Table No.(4) CUSOMER PRECEPTIONS

Very Good Good Average Bad
15% 50% 25% 10%

Source: Questionnaire

0.6

0.5

0.4

Series 1
0.3
Series 2
Series 3
0.2

0.1

0
Very good Good Average Bad
Interpretation:
The sample drawn on the probability basis shows that out of 100% of
respondents 50% of the respondents gave Good response. 15% gave Very Good
response, 25% gave Average response and 10% gave bad response.

Observation:
As 65% of the respondents are satisfied, it shows that the customer satisfaction
levels are very high. If the company were to identify the pitfalls in their product
and undertake remedial measure, thus it will lead to more good word of mouth
publicity.

Table No.(5) Customer opinions towards Fuel

Consumption

Factor Percentage

Extremely Satisfied 27%

Satisfied 49%

Neutral 17%

Dissatisfied 7%

Total 100%
Source: Questionnaire
 percentage

Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Totel

Interpretation:
100% of the respondents 49% of the respondents approached were satisfied with
the fuel consumption. Followed by 27% was extremely satisfied, 17% are neutral
and rest of the 7% is more dissatisfied with fuel consumption.

Observation:
As majority of the respondents are satisfied with the fuel consumption, the
company should maintain the same standard and it is suggested to come up with
suitable measure to reduce the negative opinion among the consumer who are of
the opinion that the fuel consumption is a dissatisfying factor.

Table No.(6) Please rank the mileage of the compared to the other
segment of cars?
Options No. of Respondents Percentage
Excellent 32 50%
Good 13 25%
Average 9 15%
Fair 7 7%
Poor 4 3%
Total 65 100%
Source: Questionnaire
 60%

50%

40%

30%

20%

10%

0%
Excellent Good Average Fair Poor

INTERPRETATION:
The sample drawn on the probability basis shows that out of 100% of respondent
50% of the respondent gave Excellent response. 25% gave good response. 15%
gave Average response and 7% gave fair response. At last 3%gave poor
response.

OBSERVATION:
As 75% of the respondent are satisfied, it shows that the customers satisfaction
levels are may high.

Table No.(7) Factors Affecting Customer satisfaction

towards Mahindra SUV

Factors Percentage

Features 14%
Low Maintenance 32%
Comfort 16%
Style 18%
After Sale Service 20%

Source: Questionnaire
 percentage

Features
Low maintenance
Comfort
Style
After sale service

Interpretation :
The sample drawn on the probability basis clearly shows that 32% are the
opinion that low maintenance is the satisfaction factor and 20 % of them who
view After Sales Service as a vital factor for customer satisfaction. Followed by
Comfort which corresponds to 16 %, Style with 18% and only 14% of them view
that feature of satisfaction factor.

Observation:
Majority of the respondent are of the idea that low maintenance of the top most
feature contributing to customer satisfaction followed by after sales services
comfort style and features As such, Mahindra should focus on the aspects, which
will enhance the customer satisfaction and thus the market share.

Table No.(8)Customer awareness about power steering.

Option No. of Resposdent No. of Resposdents(%)

Aware 50 70%

Unaware 15 30%

Total 65 100%

Source: Questionnaire
 70
60
50
40
30
20
10
0
Option
Aware
Unaware
Total

Interpretation:
Out of 100% of respondents, 70% of the respondents approached were aware of
the power steering and 30% were not aware of the power steering.

Observation:
Most of the respondents approached were aware of power steering system.

Table No(9) Customer’s Age Group

S.No Age Group No. of People
A 20 to 30 10
B 30 to 40 25
C 40 to 50 20
D Above 50 10
Source :Questionnaire

30

25

20

15

10

0
age 20-30 30-40 40-50 above 50
Interpretation:
From the above table shows that the respondents of the age group of years above
50 i.e.10,the next group is 40-50 years i.e.20,the remaining age group were 30-
40 and 20-30years having 25 and 10 respectively.

Table:(10) How do you Feel when you drive Mahindra

SUV?

Options Percentage(%)
Delighted 50%
Relaxed 20%
Comfortable 10%
Uncomfortable 15%
Comfused 5%
Total 100%
Source: Questionnaire

1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0

Interpretation:
100% of the respondents 50%of the respondents feel were delighted.Followed by
20% was relaxed and 10% was comfortable. 15%of the respondents feel
uncomfortable and 5% of the respondents feel were confused.

Observation:
Most of the respondents feel were delighted when they were driving Mahindra
Suv.
Table No.(11) Do you get information about the free service
offered by the company from time to time?
Options No. of Respondents Percentage
Yes 55 95%
No 10 5%
Total 65 100%
Source: Questionnaire

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes
No

INTERPRETATION:
The sample drawn on probability basis shows that 95% of the customers getting
free services from time to time and 5% don’t get free services.

OBSERVATION:
Most of the respondents getting free services.

Table No.(12) Customer Satisfactions toward Maintenance

SUV

Factor Percentage

Extremely Satisfied 25%

Satisfied 49%
Neutral 19%
Dissatisfied 7%
Total 100%

Source: Questionnaire
 Percentage

Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Total

Interpretation :
The sample drawn on the probability basis shows that out of 100% of
respondents 49%of the respondents approached were satisfied with the
maintenance of. 25% were extremely satisfied, 19% of neutral and 7% are
dissatisfied with the maintenance.

Table No.(13) Customer opinion towards space

availability.

Factor Percentage

Extremely satisfied 26%

Satisfied 54%

Neither satisfied 16%

Dissatisfied 4%

Total 100%

Source:Questionnaire
 percentage

extremely satisfied
satisfied
Neither satisfied
Dissatisfied
Total

Interpretation :
The sample drawn on the probability basis shows that out of 100% of
respondents 53% of the respondents approached were satisfied with the space
availability. 27% were extremely satisfied, 17% of neither satisfied nor
dissatisfied and 3% are dissatisfied with the space availability.

Observation:
As 80% of the respondents are happy with the space availability of the, it can be
conducted that the company has undertaken proper R&D in this aspect.
CHAPTER -6
FINDINGs
&
SUGGESTIONs
Findings
Based on the data gathered by administrating schedules to
customers the following observations are made:
 Maximum of the respondents are attracted towards the brand image and
promotion of Mahindra SUV.
 Almost all the respondents are delighted while driving.
 Many respondents are satisfied with the attitude of the sales person at
showroom.
 Maximum respondents considers that the body of car should be made
thicker.
 Almost all the respondets are satisfied with the seating capacity in their
car.
 Based on safety, comfort, design, space, maintenance most of the people
are satisfied with it.
 Large numbers of SUV users are aware of its power steering.
 Most of people are satisfied with its low maintenance cost and after sales
service provided by Mahindra.

 SUGGESTIONS

 Mahindra Company has to implement good customer relationship

management strategy that enhances customer satisfaction level.
 The company should promote about the entire features offered by it.

 The company can undertake R&D to improve the existing feature which
helps to increase the customer satisfaction.
 As majority of the respondents are satisfied with the safety and comfort
feature of Mahindra SUV, the company should maintain the same standard
and it is suggested to come up with suitable measure to reduce the
negative opinion among the consumer who are of the opinion that the fuel
consumption is a dissatisfying factor.
 As majority of the customer give opinion that they are satisfied by the
factor, services and design of the product, the company should not only
maintain the existing standard but also enhance them.
 Mahindra has good brand image but the lack of specific advertisement.

As such, Mahindra should focus on the aspects, which will

enhance the customer satisfaction and thus the market share.
CHAPTER-7
CONCLUSION
Conclusion
Every company aim is to maintain the long-term relationhip with the
customers and the business organization.In order to acquire the potential
customers, needs and demands should be acknowledged also customer
satisfaction has a great impact on the entire business operation.

This project report has gone into depth to understand the co-relation
between customer satisfaction and customer loyalty.Before preparing
this project report 45 days training has been completed in a company for
in-depth analysis of the company’s product towarda customer
satisfaction this project report has been initialized.

For this study a sample of 65 respondents have been chosen. On the basis
of their responses it was concluded that Mahindra & MahindraMotors
have a very good market share in Bhiwani for the SUV segment. As 70%
of the respondents are aware, it shows that the customer satisfaction level
are very high.
Mahindra when compared to other brand is ranking down the other.
That’s why we have to improve new products of Mahindra SUV.
Chapter-8
bibliography
Bibliography

BOOKS:
 Philip Kotler, Kevin Keller (2009), Marketing Management
(Thirteenth Edition).
 Marketing Management, McGraw.Hill Company RajanSaxena.

MAGAZINES:
 Business today- pick and choose
 Business today- Mahindra & Mahindra to bring new model of
SUV

NEWS PAPERS:
 Times of India
 Business Line
 The Economic Times

WEB SITES:
 Mahindra & Mahindra Official Website
 www.Wikipedia.com
 www.business world.com
 www.autoworld.com
 www.gaddi.com
Chapter-9
annexure
 Annexure

QUESTIONNAIRE

Customer profile

a) Name b) Occupation

c) Age d) Income
e) Address

1) Do you own a SUV?

(a) Yes
(b) No

2) How did you come to know about SUV?

(a) Magazines
(b) Newspaper
(c) Tv ads
(d) Friends
(e) Dealers
(f) Any other

3) Customer opinions toward Safety and Comfort?

(a) Extremely Satisfied

(b) Satisfied
(c) Neither Satisfied & Dissatisfied
(d) Dissatisfied

4) Customer perceptions about Mahindra SUV?

(a) Very Good
(b) Good
(c) Average
(d) Bad

5) Customer opinions towards fuel consumption ?

(a) Extremely Satisfied
(b) Satisfied
(c) Neutral
(d) Dissatisfied
 6) Please rank the Mileage of the car compared to the
other segment of cars?
(a) Excellent
(b) Good
(c) Average
(d) Fair
(e) Poor

7) Factors affecting customer satisfaction towards

Mahindra SUV?
(a) Feature
(b) Low Maintenance
(c) Looks
(d) After Sales Service

8) Are you aware about power steering present in

Mahindra SUV?
(a) Yes
(b) No

9)Customer’s Age Group

A) 20 to 30
b) 30 to 40
c) 40 to 50
d) Above 50

10) How do you Feel when you drive Mahindra SUV?

a) Delighted
b) Relaxed
c) Comfortable
d) Uncomfortable
e) Comfused

11) Do you get information about the free service offered

by the company from time to time?
(a) Yes
(b) No
12) Customer satisfactions towards Maintenance of
Mahindra SUV?
a) Extremely Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied

13) Customer opinions toward space availability in

Mahindra SUV ?
a) Extremely Satisfied
b) Satisfied
c) Neither Satisfied nor Dissatisfied
d) Dissatisfied

14) Do you want to give any suggestion about any change

in the Mahindra and Mahindra Motors?