INTRODUCTION

Customer Satisfaction is the buzzword used by the business people for

the success of organization in the present days. Due to the increases of heavy
competition in every product –line it become difficult for the companies to
retain the customers for longer time. So retain the customer for longer time
the marketer has to do only one things i.e. customer satisfaction .If customer
is fully satisfied by the product it not only rub the organization successfully
but also fetch many benefits for the company . They are less process sensitive
and they remain customer for a longer period. They buy addition products
overtimes as the company introduce related produce related products or
improved, so customer satisfactions is gaining a lot of importance in the
present day. Every company is conducting survey on customer satisfaction
level on their products .To make the products up to the satisfaction level of
customers.

This project is also done to know the customers satisfaction on the

Mahindra and Mahindra Automobiles. The impact of automobile industry on
the rest of the economy has been so pervasive and momentous that is
characterized as second industrial. It played a vital role in helping the nation
to produce higher value good and services and in the enhancing their skills
and impose tremendous demand for automobile, lot of car manufacturers
company facing cut throat competition in the fields of technology and price.

Customer Satisfaction Strategies Followed By M&M

The different strategies followed by M&M consists of Customer
relationship management, strategy to providing better facility to the owner,
and strategy to provide better after sales service to customer.

1
Customer Relationship Management
CRM as a tool was used to create positive word-of-mouth, to monitor
customer experiences and generate referrals. A series of CRM activities were
implemented with regular direct communication, events and customer
satisfaction surveys, Events, Festive offers, Rewards Program, etc.

INTRODUCTION OF AUTOMOBILE INDUSTRY

The automobile industry has changed the way people live and work.
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
led to a variety of new technologies, including the creation of a wheel that
turned under its own power. By 1600s small steam-powered 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 that
same year.
One of the highest-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, pressedsteel wheels, and four-wheel brakes.

2
 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 tires. The year 1957 brought powerful high-performance cars
such as Mercedes-Benz 300SL. It was built on compact and stylized lines,
and was capable of 230 kmph. This was the Indian automobile history, and
today modern cars are generally light, aerodynamically shaped, and compact.

3
 COMPANY PROFILE

Mahindra & Mahindra (M&M) was established in 1945 as Mahindra &

Mohammed. Later on, after the partition of India, one of the partners -
Ghulam Mohammad - returned to Pakistan, where he became Finance
Minister. As a result, the company was renamed to Mahindra & Mahindra in
1948.

M&M started its operation as a manufacturer of general-purpose utility

vehicles. It assembled CKD jeeps in 1949. Over the passing years, the
company expanded its business and started manufacturing light commercial
vehicles (LCVs) and agricultural tractors.

Apart from agricultural tractors and LCVs, Mahindra & Mahindra also
showed its dexterity in manufacturing army vehicles. Soon, it started its
operations abroad, through its plants set up in China, the United Kingdom
and the USA.

M&M partnered with companies prominent in the international market,

including Renault SA, International Truck and Engine Corporation, USA, in
order to mark its global presence. M&M also started exporting its products to
several countries across the world. Subsequently, it set up its branches
including Mahindra Europe Srl (based in Italy), Mahindra USA Inc.,
Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.

At the same time, M&M managed to be the largest manufacturer of

tractors in India, by holding leadership in the market of the country, for
around 25 years. The company is an old hand in designing, developing,
manufacturing and marketing tractors as well as farm implements. It made its

4
entry to the passenger car segment in India, with the manufacture of Logan
(mid-size sedan) in April 2007, under the Mahindra Renault collaboration.
Soon after the considerable success of Logan, M&M started launching a wide
range of LCVs and three wheelers as well as SUVs including Scorpio and
Bolero. In the present time, Bolero has gained immense popularity in India. It
is one of the most opted vehicles in its.

SUV PRODUCT OF MAHINDRA AND MAINDRA

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 INGENIO
Mahindra & Mahindra is planning to launch a new multi-purpose
vehicle (MPV) to take on the Toyota Innova and the Chevrolet Tavera in
both the individual buyer and taxi segments. Mahindra has currently named
the project Ingenio. The vehicle is expected to hit the market in 2009.

MAHINDRA RENAULT LOGAN

Much awaited Mahindra-Renault Logan has been launched in India.
This compact sedan is a spacious, practical and affordable vehicle. The
outlook of Logan is impressive and the basic version is a value for money,
however the top-end versions are a bit high on price. The prominent feature
of this car is its performance, interiors and economy.

5
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.

Performance Of Mahindra XYLO

Under the hood of Mahindra Xylo lies a 4-cylinder turbocharged,
mEagle diesel engine, which generates a power of 112bhp @ 3800 rpm and a
peak torque of 24 kgm @ 1800-3000 rpm. The powerful engine is developed
on the NEF CRDe platform and is mated to 5-gears manual transmission. The
car accelerates from rest to 60 km/h in just 5.8 seconds.

6
 PRODUCT PROFILE

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 with 5- speed transmission.

April 08, 2008, Mumbai: Mahindra & Mahindra Ltd. (M&M), one of
India’s leading auto brands, has announced that its popular Bolero SUV has
sold a record 50,000 units in 2007-08. The Bolero is the first brand in the
SUV/UV/MPV category to cross 50,000 units in one year and India’s leading
SUV brand for two years in a row.

“With its stylish appeal and rugged nature, the Mahindra Bolero has
emerged as the clear favorite amongst SUV enthusiasts across the country
since its launch eight years ago. The fact that it is the first brand in the
SUV/UV/MPV category to notch up sales of more than 50,000 units in a
single year is also a clear validation of our customer centric approach to

7
business. Today, the Bolero is perceived as a stylish but affordable SUV
which caters to different customer needs and takes on all kinds of terrain with
ease,” said Mr. Vivek Nayer, Vice President – Marketing, Auto Sector,
Mahindra and Mahindra Ltd.

Since its launch in June 2000, the Bolero has evolved over the years,
incorporating a host of features and aesthetics which match the evolving
lifestyle aspirations of Indian consumers. In 2007, M&M launched the New
Bolero which offered a bold new style, greater comfort and conveniences. In
January 2008, Mahindra also introduced the Bolero Special Edition, a limited
edition of India’s most popular SUV with exciting new features for the young
urban customer.

BOLERO PIK-UP - EXTRA LONG

Presenting the Maha Avatar of India's No.1 Pick Up. Mahindra Bolero
Pik-Up - Extra Long 1.7T is more powerful, stronger and comfortable than
ever before. It now has biggest in industry payload capacity of 1,700 kg, The
longest cargo deck of 2765 mm and 56 kW Power making it Maha Strong.
Maha Pik-Up. Enjoy its new stylish interiors, wider comfortable seats and
several features which gives you a driving experience like never-before.

8
EXTRA STRONG BOLERO MAXI TRUCK PLUS

Presenting Extra Strong Bolero Maxitruck Plus with advanced

m2DICR BS6 engine. Equipped with unique features that ensure non-stop
performance, without showing the slightest sign of tiredness. A large cargo
deck and an extra strong suspension help you carry bigger loads, per trip. The
power steering takes away the effort of turning the vehicle in city lanes. The
low turning radius gets you in and out of the narrowest lanes with ease. This
pick-up makes a style statement as well, with its eye-catching wrap around
headlamps, trendy dual-tone instrument panel and attractive fabric seats with
matching door trims.

BOLERO CAMPER

Worthy men are of a different class. Their personalities are different

and they never compromise. We have specially designed the new Bolero
Camper keeping them in mind. Its exceptional comfort, attractive styling, and
powerful performance makes it "A worthy vehicle for worthy men".

9
 OBJECTIVES OF THE STUDY

 To know the feedback of customers regarding the services which are

being provided by the company.
 To understand the importance of client relationship.
 To understand customer satisfaction regarding the products offered by
the company.
 To find out the problems faced by customer.
 To know the customer satisfaction towards the after sales service
offers by Bolero.

10
 RESEARCH METHODOLOGY

In this survey, convenient sampling method is used. 50 Persons

are chosen for the study in Cumbum Town, Theni District to constitute
the sample of consumers for the survey. Under convenient sampling
whoever is available, willing and whose co-operation is fully available
were taken as respondents for the study. Since the respondents are not
'highly literate' necessary data is collected by interviewing each of the
household head that constituted the sample of respondents for the study.

Research Design
It gives details about, the exploratory, explanatory or descriptive
or experimental nature of the research work. Why particular design is
used and hat is its importance is also put in this section. According to
David Luck a research design is defined as,
"A series of advanced decisions that taken together, comprise a
master plan or model for the conduct of an investigation".

Data Collection Method

Whether primary or secondary data is to be collected is explained.
A copy of the questionnaire (or) schedule used is to be attached in
appendix and its importance is highlighted in this getting.

Primary Data
Primary data are obtained by a study specifically designed to
fulfill the data needs of the problem at first hand, such data are original
in character and are generated in large number of surveys conducted
mostly by the government, and also by some individual, institutions and
research bodies.
11
Secondary Data
Data that are not originally collected but rather obtained from
published or unpublished sources are known as secondary data. The
secondary data constitute the chief materials on the basis of which
statistical work is carry out in many investigations. Secondary data are
collected from magazine.

Sampling Plan
Who is to be surveyed, how many are to be surveyed, how are
they selected and how are they reached. All these details are to be given
in this section. According to Blalock and Blalock define a sample thus.
"It is a small piece of the population obtained by a probability process
that mirrors, with known precision, the various patterns and bob-classes
of the population".

Sample Unit: I chose my sampling area at Cumbum Town for market

survey of the Bolero.

Sample Size: The sample size taken for the survey is 100 respondents,

Tools Used for Analysis: The collected data were interpreted using
percentage analysis method.

Field Work
This section deals with the details of the fieldwork to be carried
out, and methodology for administering the questionnaire or collection
of secondary data. Not-al-horns refusal to co-operate respondents bias,
and interviewer's bias are also highlighted.

12
Limitations
Various constraints facing the researcher which defer his/her in
detailed analysis of the problem may be pinpointed. Also various
limitations or demerits associated with the research problem must be
pointed out in their section.

13
 DATA ANALYSIS AND INTERPRETATION

Data Analysis
This is an attempt to organize and summaries data in order to increase
results. Usefulness in such a manner that enables the researcher to relate
critical points which the study objectives. Sometimes these organizing and
summarizing of data requires the use of summary statically measures.
Such as percentage averages and dispersions since most marketing data
are collected through the use of samples, the reliability of the summary
estimates is required to be determined. In this survey the collected data are
analyzed and interpreted by the percentage analysis method.

Percentage analysis method

Percentage method to a special kind of Ratio percentage is used in
making comparison between two or more series of data percentage to
describe relationship.
No. Of Respondents
Percentage = ———————————— x 100
Total respondents

Research design
A Marketing research design specifies the procedure for encoding and
controlling the research project. The choice of particular research design
would follow from the problem. As such there is no single best design.
However, any marketing research study must explicitly sate its plan about
collection and analysis of data.

14
 TABLE-1

RESPONDENTS USAGE OF VEHICLE

No. of
S.No. Particulars Percentage
Respondents

1. Yes 90 90

2. No 10 10

Total 100 100

Source: Primary Data

Among the 100 Respondents

 90% of the respondents are using vehicle.
 10% of the respondents are not using vehicle.

15
 CHART-1
100
100

90

80

70

60

50
Percentage

40

30

20

10
0
0
Yes No

RESPONDENTS USAGE OF VEHICLE

Particulars

16
 TABLE-2

RESPONDENTS PREFERENCE TYPE OF VEHICLE

No. of
S.No. Particulars Percentage
Respondents
1 Bike 40 44

2 Car 40 44

3 Van 0 0

4 Jeep 10 12

Total 90 100

Source: Primary Data

Among 90 Respondents
 44% of respondents prefer the vehicle of bike.
 44% of respondents prefer the vehicle of car.
 12% of respondents prefer the vehicle of jeep.

17
 CHART-2

RESPONDENTS PREFERENCE TYPE OF VEHICLE

100

90

80

70

60

50
44 44
40

30

20
12
10
0
0
Bike Car Van Jeep

18
 TABLE-3

RESPONDENTS PREFERENCE BRAND IN CAR

No. of
S.No. Particulars Percentage
Respondents
1 Bolero 20 50

2 Toyota 10 25

3 Honda 10 25

Total 40 100

Source: Primary Data

Among 40 Respondents
 50% of respondents prefer in Bolero Car.
 25% of respondents prefer in Toyota Car.
 25% of respondents prefer in Honda Car.

19
 CHART-3

RESPONDENTS PREFERENCE BRAND IN CAR

100

90

80

70

60

Percentage
50
50

40

30 25 25
20

10

0
Bolero Toyota Honda

Particulars

20
 TABLE-4

RESPONDENTS OPINION ABOUT PURCHASING PLACE OF

BOLERO CAR
No. of
S. No. Particulars Percentage
Respondents
1 Showroom 10 50

2 Second Hand 5 25

3 Company 5 25

Total 20 100

Source: Primary Data

Among 20 Respondents
 50% of respondents purchase from showroom.
 25% of respondents purchase from second hand.
 25% of respondents purchase from company.

21
 CHART-4

100

90

80

70

60
50
50

40

30 25 25
20

10

0
Showroom Second Hand Company

RESPONDENTS OPINION ABOUT PURCHASING PLACE OF

BOLERO CAR

Percentage

Particulars

22
 TABLE-5

RESPONDENTS REASON FOR PREFERRING

BOLERO CAR

No. of
S.No. Particulars Percentage
Respondents
1 Price 3 15

2 Goodwill 10 50

3 Quality 7 35

Total 20 100

Source: Primary Data

Among 20 Respondents
 15% of respondents prefer Bolero Car for its price.
 50% of respondents prefer Bolero Car for its goodwill.
 35% of respondents prefer Bolero Car for its quality.

23
 CHART-5

RESPONDENTS REASON FOR PREFERRING

BOLERO CAR

100

90

80

70

Percentage
60
50
50

40 35
30

20 15
10

0
Price Goodwill Quality

Particulars

24
 TABLE-6

RESPONDENTS OPINION ABOUT CONVENIENT OF

BOLERO CAR
No. of
S. No. Particulars Percentage
Respondents
1 Yes 18 90

2 No 2 10

Total 20 100

Source: Primary Data

Among 20 Respondents
 90% of respondents say that is more convenient of Bolero car.
 10% of respondents say that is not convenient of Bolero car.

25
 CHART-6

100
90
90

80

70

60

50

40

30

20
10
10

0
Yes No

RESPONDENTS OPINION ABOUT CONVENIENT OF

BOLERO CAR

Percentage

Particulars

26
 TABLE-7

RESPONDENTS OPINION ABOUT THE PRICE LEVEL OF

BOLERO CAR

No. of
S.No. Particulars Percentage
Respondents
1 Cheap 2 10

2 Reasonable 15 75

3 Costly 3 15

Total 20 100

Source: Primary Data

Among 20 Respondents
 10% of respondents say that the Bolero Car price is cheap.
 75% of respondents say that the Bolero Car price is reasonable.
 15% of respondents say that Bolero Car price is costly.


27
 CHART-7

100

90

80 75
70

60

50

40

30

20 15
10
10

0
Cheap Reasonable Costly

RESPONDENTS OPINION ABOUT THE PRICE LEVEL OF

BOLERO CAR

Percentage

Particulars

28
 TABLE-8

RESPONDENTS OPINION ABOUT THE LIFE TIME OF

BOLERO CAR
No. of
S.No Particulars Percentage
Respondents
1 5 Years 1 5

2 10 Years 8 40

3 15 Years 11 55

Total 20 100

Source: Primary Data

Among 20 Respondents
 5% of respondents are says that the Bolero car lifetime for 5 years.
 40% of respondents are says that the Bolero car lifetime for 8 years.
 55% of respondents are says that the Bolero car lifetime for 15 years.

29
 CHART-8

RESPONDENTS OPINION ABOUT THE LIFE TIME OF

BOLERO CAR
100

90

80

70

60 55

Percentage
50
40
40

30

20

10 5
0
5 Years 10 Years 15 Years

Particulars

30
 TABLE-9

RESPONDENTS OPINION ABOUT EXPECTING THE

ALTERNATION IN BOLERO CAR
No. of
S.No. Particulars Percentage
Respondents

1. Yes 2 10

2. No 18 90

Total 20 100

Source: Primary Data

Among the 20 Respondents

 20% of the respondents expect the changes in Bolero Car.
 80% of the respondents not expect the changes in Bolero Car.

31
 CHART-9

RESPONDENTS OPINION ABOUT EXPECTING THE

ALTERNATION IN BOLERO CAR

100
90
90

80

70

60
Percentage

50

40

30

20
10
10

0
Yes No

Particulars

32
 TABLE-10

RESPONDENTS OPINION ABOUT THE BOLERO CAR EASILY

AVAILABILITY IN YOUR AREA
No. of
S.No. Particulars Percentage
Respondents
1 Easily Available 10 50

2 Rare 2 10

3 Booking 8 40

Total 20 100

Source: Primary Data

Among the 20 Respondents

 50% of the respondents say that Bolero Car easily available in our
area.
 10% of the respondents say that Bolero Car rarely available in our
area.
 40% of the respondents say that Bolero Car booking available in our
area.

33
 CHART-10

100

90

80

70

60
50
50
40
Percentage

40

30

20
10
10

0
Easily Available Rare Booking

RESPONDENTS OPINION ABOUT THE BOLERO CAR EASILY

AVAILABILITY IN YOUR AREA

Particulars

34
 TABLE – 11

RESPONDENTS GET THE KNOWLEDGE ABOUT

BOLERO CAR

No. of
S. No. Particulars Percentage
Respondents
1 Journals 5 25

2 Advertisement 10 50

3 Newspaper 5 25

Total 20 100

Source: Primary Data

Among 20 Respondents
 25% of respondents are getting knowledge from journals.
 50% of respondents are getting knowledge from advertisement.
 25% of respondents are getting knowledge from newspaper.


35
 CHART – 11

100

90

80

70

60
50
50

40

30 25 25
20

10

0
Journals Advertisement Newspaper

RESPONDENTS GET THE KNOWLEDGE ABOUT

BOLERO CAR

Percentage

Particulars

36
 TABLE-12

RESPONDENT SATISFACTION LEVEL OF THE

BOLERO CAR

S.No. Particulars No. of Respondents Percentage

1. Fully Satisfied 18 90

2. Partially Satisfied 2 10

Total 20 100

Source: Primary Data

Among 20 Respondents
 90% of the respondents are fully satisfaction in this Bolero Car.
 10% of the respondents are partially satisfaction in this Bolero Car.

37
 CHART – 12

RESPONDENT SATISFACTION LEVEL OF THE

BOLERO CAR

100
90
90

80

70

60

Percentage
50

40

30

20
10
10

0
Satisfied Partially satisfied

Particulars

38
 TABLE-13

RESPONDENT OPINION ABOUT THE DIFFICULT TO PURCHASE

THIS PRODUCT AT MADURAI

S.No. Particulars No. of Respondents Percentage

1. Yes 2 10

2. No 18 90

Total 20 100

Source: Primary Data

Among 20 Respondents
 10% of the respondents are saying that difficult to purchase this
product.
 90% of the respondents are say that not difficult to purchase this
product.

39
 CHART – 13

RESPONDENT OPINION ABOUT THE DIFFICULT TO PURCHASE

THIS PRODUCT AT MADURAI

100
90
90

80

70

60

Percentage
50

40

30

20
10
10

0
Yes No

Particulars

40
 TABLE-14

RESPONDENTS OPINION ABOUT PURCHASING PLACE OF

BOLERO MOTOR
No. of
S. No. Particulars Percentage
Respondents
1 Coimbatore 10 50

2 Trichy 8 40

3 Dindigul 2 10

Total 20 100

Source: Primary Data

Among 20 Respondents
 50% of respondents purchase from Coimbatore.
 40% of respondents purchase from Trichy.
 10% of respondents purchase from Dindigul.

41
 CHART-14

RESPONDENTS OPINION ABOUT PURCHASING PLACE OF

BOLERO MOTOR

100

90

80

70

60
Percentage

50
50
40
40

30

20
10
10

0
Coimbatore Trichy Dindigul

Particulars

42
 TABLE-15

RESPONDENTS OPINION ABOUT THE SUBSTITUTE BRAND OF

BOLERO CAR
No. of
S.No. Particulars Percentage
Respondents
1 Toyota 10 50

2 Mahindra 2 10

3 Honda 8 40

Total 20 100

Source: Primary Data

Among 20 Respondents
 50% of respondents say that the Toyota substitute brand of Bolero.
 10% of respondents say that the Mahindra substitute brand of Bolero.
 40% of respondents say that the Honda substitute brand of Bolero.

43
 CHART-15

RESPONDENTS OPINION ABOUT THE SUBSTITUTE BRAND OF

BOLERO CAR

100

90

80

70

Percentage
60
50
50
40
40

30

20
10
10

0
Toyota Mahindra Honda

Particulars

44
 TABLE - 16

RESPONDENTS OPINION ABOUT RECOMMENDING THE

BOLERO CAR

No. of
S. No Particulars Percentage
Respondents

1 Yes 19 95

2 No 1 5

Total 20 100

Source: Primary Data

Among the 20 Respondents

 95% of respondents are recommended in this product.
 5% of respondents are not recommended in this product.

45
 CHART - 16

RESPONDENTS OPINION ABOUT RECOMMENDING THE

BOLERO CAR

100 95
90

80
Percentage

70

60

50

40

30

20

10 5
0
Yes No

Particulars

46
 FINDINGS

 90% of the respondents are using vehicle.

 44% of respondents prefer the vehicle of bike.
 44% of respondents prefer the vehicle of car.
 50% of respondents prefer in Bolero Car.
 50% of respondents purchase from showroom.
 50% of respondents prefer Bolero Car for its goodwill.
 90% of respondents say that is more convenient of Bolero car.
 75% of respondents say that the Bolero Car price is reasonable.
 55% of respondents are says that the Bolero car lifetime for 15 years.
 80% of the respondents not expect the changes in Bolero Car
 50% of the respondents say that Bolero Car easily available in our
area.
 50% of respondents are getting knowledge from advertisement.
 90% of the respondents are fully satisfaction in this Bolero Car.
 90% of the respondents are say that not difficult to purchase this
product.
 50% of respondents purchase from Coimbatore.
 50% of respondents say that the Toyota substitute brand of Bolero.
 95% of respondents are recommended in this product.

47
 SUGGESTIONS

 Mgf Bolero should adopt defensive marketing strategy because as

being one of the largest car dealer in Delhi market.

 Bolero must adapt new technology and train their employees.

 Bolero should adopt an offensive marketing strategy for attracting

customers.

 Better relationship with customers

 India is 11th largest passenger car market in the world. India is the
second-biggest market for small cars after Japan. It accounts for 60
percent of the domestic market. Bolero must bank upon this aspect.

48
 LIMITATIONS

 The sample size is limited to 100 of respondent.

 Because the information collected from the customers by meeting them

at their working places, company service centers, the information
extracted would not be sufficient from the respondents.

 The opinion now about Bolero may not be the same after some days
because of new entrants.

 The study is conducted for a period of 2 months.

 Measurement of customer satisfaction is a complex subject, which uses

non-objectives method, which is unreliable.

49
50
 CONCLUSION

From the findings and analysis it is clear that Bolero Car is highly
preferred when compared to the other brands of car in the same segment.

With the analysis through the survey conducted for a period of 2

months in Delhi on the consumer satisfaction of Bolero Car Dealer, the
findings and analysis shows that 80% of the consumers are happy with the
dealer and also sales service and rest 20% of them says that they are
dissatisfied.

Since each customer is like an asset for an organization the company

should try to improve in the area of dissatisfaction.

We know that getting new customer is double the cost of retaining the
old customer so the company should focus on retaining the old customers
whom a in the future purchase the product or recommend others to purchase
the product. Thus they help directly or indirectly for the product sale.

Change is the only think to retain and attract the customers so the
company should identify the needs and dry to fulfill them.

51
 BIBLIOGRAPHY

Books

 Kothari, C.R. Research Methodology, 3rd edition, 1997, Vikas

Publishing House Pvt. Ltd., New Delhi.

 Kotler, Philip Marketing Management, 13th edition, 2009, Dorling

Kindersley (India) Pvt.

Websites

 http://www.nytimes.com/2004/08/04/business/global-growth-gives-

Bolero-29-rise-in-profit.html
 http://money.cnn.com/magazines/fortune/fortune_archive/2007/03/19/

8402324/index.htm
 http://www.automobile.com/industry-report-Bolero-plans-for-hybrid-

alternative-in-100-percent-of-models-in-future.html

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 A MARKET SURVEY ON CONSUMER PREFERENCE AND
SATISFACTION OF REGARDING WITH SPECIAL REFERENCE
TO MAHINDRA BOLERO MOTOR’S INDIA LTD., MADURAI

Name : Age :
Gender : Occupation :
Address :
QUESTIONNAIRE

1) Do you have any vehicle available in your home?

 Yes  No
2) If, yes what kind of vehicle that you have?
 Bike  Car  Van  Jeep
3) Which company four wheeler vehicle do you prefer?
 Bolero  Toyota  Honda
4) Where do you purchase your four wheeler vehicle?
 Showroom  Second hand  Company
5) What is the reason for selecting Bolero motor vehicles?
 Price  Goodwill  Quality
6) Do you have more convenient for Bolero motor vehicle?
 Yes  No
7) What is you option about the price of the Bolero motor vehicles?
 Cheap  Reasonable  Costly
8) What is the life time of Bolero motor vehicles?
 5 Years  10 Years  15 Years  20 Years
9) What type of alteration that you expect in Bolero motor vehicles?
 Price  Durability  Modern
10) Give you option about the availability of Bolero motor vehicles?
 Easily available  Rare  Booking

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11) By which media influenced you to buy this Bolero motor vehicle?
 Journals  Advertisement  Newspaper
12) Are you satisfied with the durability of Bolero motor vehicles?
 Fully satisfied  Partially satisfied
13) Is it very difficult to purchase Bolero motor vehicle in Madurai
down?
 Yes  No
14) If yes, from where do you purchase in Bolero motor vehicles?
 Coimbatore  Trichy  Dindigal
15) If Bolero motor vehicles are not available, which brand of vehicle
do you prefer?
 Toyota  Mahindra  Honda
16) Are you recommend the brand to others?
 Yes  No
17) Give your valuable suggestions about the Bolero motor vehicles?

54