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.

1
NEED FOR THE STUDY:

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.

2
OBJECTIVES OF THE STUDY

The study has been under taken to analyze the customer satisfaction towards all
variant of Mahindra Motors in Khammam (Telangana) with a special reference to the M&M
motors, the other objectives are:

 To gather information about customer satisfaction toward Mahindra and Mahindra

Motors in the geographic region of Khammam (Telangana).

 To know the customer perception about features, low maintenance cost and looks of
Mahindra and Mahindra Motors.

 To know the customer satisfaction about the safety and comfortable Vehicles of
Mahindra and Mahindra .

 To provide suggestions, in improving the customer satisfaction and the company sales
and profitability

 To know the customer satisfaction towards the after sales service offers by M&M.

3
SCOPE OF THE STUDY

The scope of study is limited to the respondents are selected from in and around A
Khammam (Telangana)

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

Measurement of customer satisfaction is complex subjects, which uses non-objectives

method, which is not reliable.

The sample unit was also 150 respondents.

However, Mahindra and Mahindra Automobile showrooms are located in other places
i.e. locally and even in the neighboring states. Only opinion of respondents of Khammam city
was consider for finding out the opinions of respondents.

4
RESEARCH METHODOLOGY

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.

The various tasks that I have undertaken in the research design process are :

1* Defining the information need

2* Design the exploratory, descriptive and causal research.

EXPLORATORY RESEARCH

The method I used for exploratory research was

3* Primary Data

4* 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 is contrasted 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.

5
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 and external secondary data. Information compiled inside or
outside the organization for some purpose other than the current investigation Researching
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 of data used consists of books and websites

My proposal is 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.

DESCRIPTIVE RESEARCH

STEPS in the descriptive research:

Statement of the problem

5* Identification of information needed to solve the problem

6* Selection or development of instruments for gathering the information

7* Identification of target population and determination of sampling Plan.

8* Design of procedure for information collection

9* Collection of information

10* Analysis of information

11* Generalizations and/or predictions

6
SAMPLE SIZE:

This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors:

12* Project goals

13* How you plan to analyze your data

14* How variable your data are or are likely to be

15* How precisely you want to measure change or trend

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

17* How many times a year you will sample each point

18* How much money and manpower you have

SAMPLE SIZE

I have targeted 150people in the age group above 21 years for the purpose of the
research. The target population influences the sample size. The target population represents
the Delhi regions. . 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.

7
LIMITATION OF THE STUDY

Though best effort have been made to make the study fair transparent and error free yet there
might be some inevitable and limitations. Although outright measures area undertaken to
make the report most accurate some inadvertent errors might have crept in and suggestions to
improve or eliminate the same are most welcome.

The limitations of the survey are narrated below:

 The project is valid for the predefined area of work Khammam (Telangana)

 There may be some biased response from the respondents.

 Some respondents did not provide the full data

 Due to different RTO norms of Khammam as well as Telangana the response

of people might differ from those of other cities and state if any

8
 INTRODUCTION OF AUTOMOBILE INDUSTRY

Analysis of 4-Wheeler Industry in India: Do you know an interesting fact that if

one has to assess the economic health of the nation, one of the best parameters to judge will
be to understand the automotive health of the nation. After all, automobiles are luxury
products and only a healthy economy can affording growing automobile demands. Positive
growth in the auto sales number coupled with increasing demand & production, usually
signals that the economy is on the ascend.

India, being one of the fastest-growing economies in the world, the segments like
automobile, agriculture, textile, real estate, etc., plays a big role towards its growth. In
addition, the help and support provided by the government in these sectors have been
immense. Indian automotive market has remained one of the highest potential auto markets in
the world. In 2019, the 4-Wheeler Industry in India was ranked fourth (taking over Germany)
and is expected to take surpass Japan by the end of 2021.

Global Automobile Market Scenario

The Auto industry includes commercial vehicles, passenger vehicles and the utility
vehicles. From a peak of 80 million units sold in 2017, global automobile sales are expected
to be around 62 million units by end of 2020. China is the biggest player in the automobile
sector both in terms of production and sales. But the Pandemic (COVID-19) took its toll on
even the biggest player in the automobile sector. But the overall sales figure has been better
in the last few months and the global market seems to be on-road to recovery.

9
10
 Now, if we were to analyze the data above, barring the last two years, the overall
growth of the automobile sector has been praiseworthy. The dip in the production and sales
over the last two years can be mainly attributed to the global economic slowdown and which
has eventually taken a hit on the purchasing power of the end-user.

4-Wheeler Industry in India

In India, owning a four-wheeler was always considered the biggest luxury, after
owning a home which comes both in necessity for some and luxury for others. But with time
and the increase in consumption power, owning a car has slowly but surely becoming an item
of necessity. It is no more a symbol of only status as it was earlier.

1897 was the year when the first car ran on the streets of India. And for a considerable
period of time after that, cars were only imported and sold in India. At that time in India,
most of the luxury cars were only owned by royalty or public figures of importance. One of
the oldest 4-Wheeler manufacturer, Hindustan Motors was launched in the year 1942. Its
competitor, Premier Ltd (formerly The Premier Automobiles Limited) was established in the
year 1944. Mahindra & Mahindra was established in the year 1945 by two brothers.

Anyways, the growth of the 4-Wheeler Industry in India was relatively slow in the ’50s to
’70s. It was only post-economic liberalization in 1992, the Indian automobile market started
to open up. Global majors like Toyota, Hyundai, Suzuki, etc., were allowed to invest in India.

Market Size of 4-Wheeler Companies in India

Over the last decade, the four-wheeler market in India has been the fastest-growing in
its segment. Nearly 4 million units of vehicles were sold in the year 2019 and are expected to
grow at a rapid pace. Automobile export grew at a rapid rate of 14.5% during FY 19 in India.
The growth in the consumption of Electric vehicles (EV) has been commendable. It
witnessed a growth of 20% to reach 1.56 lakh units in 2019-20.

Further, if you closely look into the sales of the 4-Wheeler companies in India, Maruti
Suzuki, Hyundai and Mahindra are clearly the leaders. They are followed by Tata, Honda and
Toyota

11
 Investments in the Indian Automobile sector

The Indian Automobile industry is attracting a lot of FDI (Foreign Direct Investment).
A total investment of nearly $24 billion between 2000 and 2019 have been made in the Indian
Automobile Sector.

 In 2020, Toyota Kirloskar Motors announced an investment of more than Rs. 2000 crores
directed towards electric components and technology.

 In September 2020, M&M signed MoU with Israel based REE automotive to collaborate
and develop smart electric vehicles.

 In September 2020, Volkswagen announced a merger of three entities in India and it will
be called Skoda Auto Volkswagen India Private Limited.

 In December 2019, Force Motors planned to invest Rs. 600 crores to develop two new
models over next year.

12
 COMPANY PROFILE

HSTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE

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 entry to the passenger car segment in India, with the manufacture of
Logan (mid-size sedan) in April 2017, 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.

13
SUV PRODUCT OF MAHINDRA AND MAINDRA

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 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.

MAHINDRAINGENIO

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 in2019

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.

MAHINDRA XYLO

Mahindra & Mahindra Limited launched their latest Multi Utility Vehicle (MUV)
“Xylo” in India on January 13, 2019. 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.

14
 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.

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
2016” instituted by the National Institute of Industrial Engineering (NITIE), Mumbai.
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 2017, held in Kolkata.

SLEW OF HONOURS FOR MR. ANAND MAHINDRA

Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number of prestigious
awards in 2016-17, including:

 The prestigious CNBC Asia Business Leader of the Year Award for the Year 2016 as
well as the CNBC TV India “Business Leader of the Year Award”.

 The ‘CEO of the Year’ award at the India Brand Summit 2016 co-sponsored by Business
Standard and ITM Business School in association with Times Now and DNA newspaper.

 The LMA Entrepreneur of the Year 2016 award, instituted by the Ludhiana Management
Association (LMA).

15
 The Most Inspiring Corporate Leader of the Year’ Award by NDTV Profit

 The NDTV Profit – Car & Bike Award 2017 for Automobile Man of the Year.

Mr. Anand Mahindra was also nominated as a Member of the Council of the Executive
Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He was
featured in the list of 50 Most Influential Indians in Business Week’s edition dated August
13, 2017

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.

DUN & BRADSTREET AMERICAN EXPRESS CORPORATE AWARDS 2016

Mahindra & Mahindra was rated as the leading Indian company in the Automobile -
Tractors sector in the ‘Dun & Bradstreet – American Express Corporate Awards 2016’. The
Automobile Sector comprises of three categories – Passenger Vehicles, Commercial Vehicles
and Tractors.

These awards recognize the virtues of size and growth in the awards methodology.
M&M ranked No. 1 in these two segments in the premier Dun & Bradstreet India publication,
India’s Top 500 Companies 2016.

MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD

Mahindra & Mahindra was honored with the Amity HR Excellence Award at the
Fourth Amity Global HR Summit 2017 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.

16
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 CORPORATE CITIZEN AWARD 2016-

17

M&M was presented with the coveted Bombay Chamber Good Corporate Citizen
Award 2016-17 at a glittering ceremony held to celebrate the Chamber’s 172nd Foundation
Day on September 21, 2017. Mr. Bharat Doshi, Executive Director, M&M Ltd. and Mr.
Rajeev Dubey, Member of the Group Management Board and Chairman, Mahindra &
Mahindra CSR 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 for Excellence in
Corporate Governance 2016. 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 awarded as the organization with the “Best
Automotive Manufacturing Supply Chain Excellence”. The awards were presented by India
Times Mindscape (Times of India Group) along with the Business India Group at the

17
Express, Logistics & Supply Chain Awards held in Mumbai on September 28, 2017. A. C.
Neilson is accredited with the research for the award nominees and winners.

HIGH RANKINGS FOR MAHINDRA

M&M was ranked second in the prestigious e 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 four 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 plans for new platforms for utility vehicles and
joint venture with Renault for Logan have led to a gain in ranks.”

 M&M was ranked 22nd in Business India’s annual survey of the country’s top
companies - Super 100

 M&M was ranked 31st in Business Today’s annual survey of India’s most valuable
companies

18
PRODUCT PROFILE

MAHINDRA“SCORPIO”

MAHINDRA “BOLERO”

MAHINDRA “XYLO”

19
MAHINDRA RENAULT “LOGAN”

MAHINDRA “MARSHAL”

MAHINDRA “MAXX”

20
BOLERO VARIANTS

Bolero SLX

Features and Specification

Make Mahindra
Model Bolero
Variant SLX
Body Type SUV
No. of Doors 5

Fuel Efficiency:

City Mileage 9.4 kmpl

Highway Mileage 12.4 kmpl
Fuel Capacity 60 liters
Fuel Type Diesel
Fuel Grade -

Engine Parameters:

Displacement 2523cc
Bore -
Stroke -
Cylinder Configuration 4 inline
Valve Gear Operation -
Compression Ratio -
No. of Valves 8
Aspiration Turbo Charged
Fuel System DI
Horse Power 63.12@3200 ps@rpm
Torque 180@1440 Nm@rpm

21
Steering and Suspension
Steering Type Rack and pinion, power assist
Power Steering Yes
Front Suspension Independent with coil spring
Rear Suspension Leaf spring

Dimensions:

Length 4056 mm
Height 1880 mm
Width 1660 mm
Wheel Base 2680 mm
Clearance 200 mm
Boot -
Front Head Room Min: 60mm Max: 60mm
Front Leg Room  -
Rear Head Room Min: 60mm Max: 60mm
Rear Leg Room Min: 74mm Max: 94mm
Krebs Weight Min: 1615kg Max: 1615 kg
Gross Weight

Drive Train

Type Manual
Gears 5
Drive Line RWD

Comforts Features

AM / FM Radio Present

Except AM / FM radio there is no other comfort is provided.

Safety: There is no safety feature included in Bolero SLX including antitheft system etc.

BOLERO SLE

Feature and Specification

Make Mahindra
Model Bolero
Variant SLE
Body Type SUV
Number of Doors 5

22
Fuel Efficiency:
City Mileage 9.5 kmpl
Highway Mileage 13.2 kmpl
Fuel Capacity 60 liters
Fuel Type Diesel
Fuel Grade -

Engine Parameters:

Displacement 2523cc
Bore -
Stroke -
Cylinder Configuration 4 inline
Valve Gear Operation -
Compression Ratio -
No. of Valves 8
Aspiration Turbo Charged
Fuel System DI
Horse Power 63.12@3200 ps@rpm
Torque 180@1440 Nm@rpm
Steering and Suspension

Steering Type Rack and pinion, power assist

Power Steering Yes
Front Suspension Independent with coil spring
Rear Suspension Parabolic Leaf spring
Dimensions:

Length 4056 mm
Height 1880 mm
Width 1660 mm
Wheel Base 2680 mm
Clearance 180 mm
Boot -
Front Head Room -
Front Leg Room -
Rear Head Room -
Rear Leg Room -
Krebs weight Min: 1615kg Max: 1615 kg
Gross weight -

Drive Train

Type Manual
Gears 5
Drive Line RWD
Comfort Features

23
 Air-Conditioning Yes

Except Air conditioning, no other comfort features are present in the Bolero SLE. Same as
SLX no safety features are present in the Bolero SLE.

BOLERO DIZ

Feature and Specification

Make Mahindra
Model Bolero
Variant DIZ
Body Type SUV
Number of Doors 5

Fuel Efficiency:

City Mileage 9.5 kmpl

Highway Mileage 13.2 kmpl
Fuel Capacity 60 liters
Fuel Type Diesel
Fuel Grade -
Engine Parameters:

Displacement 2523cc
Bore -
Stroke -
Cylinder Configuration 4 inline
Valve Gear Operation -
Compression Ratio -
No. of Valves 8
Aspiration -
Fuel System DI
Horse Power 63.12@3200 ps@rpm
Torque 137.5@2000-2500 Nm@rpm
Steering and Suspension

Steering Type Rack and pinion, power assist

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

Dimensions:

Length 4056 mm

24
 Height 1880 mm
Width 1815 mm
Wheel Base 2680 mm
Clearance 200 mm
Boot -
Front Head Room -
Front Leg Room -
Rear Head Room -
Rear Leg Room -
Krebs weight Min: 1615kg Max: 1615 kg
Gross weight 5.4 kg

Drive Train

Type Manual
Gears 5
Drive Line RWD
This model of Mahindra Bolero do not consist any comfort features and safety features.
BOLERO DI
Feature and Specification
Make Mahindra
Model Bolero
Variant DI
Body Type SUV
Number of Doors 5
Fuel Efficiency:

City Mileage 10.7 kmpl

Highway Mileage 12.9 kmpl
Fuel Capacity 60 liters
Fuel Type Diesel
Fuel Grade -
Engine Parameters:

Displacement 2523cc
Bore -
Stroke -
Cylinder Configuration 4 inline
Valve Gear Operation -
Compression Ratio -
No. of Valves 8
Aspiration Turbo Charged
Fuel System DI
Horse Power 63.08@3200 ps@rpm
Torque 180@1440 Nm@rpm
Steering and Suspension

25
 Steering Type Rack and pinion, power assist
Power Steering No
Front Suspension Independent with coil spring
Rear Suspension Leaf springs
Dimensions:

Length 4260 mm
Height 1810 mm
Width 1815 mm
Wheel Base 2680 mm
Clearance 183 mm
Boot -
Front Head Room Min: 60mm Max: 60mm
Front Leg Room -
Rear Head Room Min: 60mm Max: 60mm
Rear Leg Room Min: 74mm Max: 94mm
Krebs weight Min: 1615kg Max: 1615 kg
Gross weight -
Drive Train

Type Manual
Gears 5
Drive Line RWD

26
Comfort Features

Air-Conditioning Yes

Except Air conditioning, no other comfort features are present in the Bolero SLE. Same as
SLX no safety features are present in the Bolero SLE.

BOLERO DI PLUS

Feature and Specification

Make Mahindra
Model Bolero
Variant Plus
Body Type SUV
Number of Doors 5
Fuel Efficiency:

City Mileage 9.4 kmpl

Highway Mileage 13.1 kmpl
Fuel Capacity 60 litre
Fuel Type Diesel
Fuel Grade -
Engine Parameters:

Displacement 2523cc
Bore -
Stroke -
Cylinder Configuration 4 inline
Valve Gear Operation -
Compression Ratio -
No. of Valves 8
Aspiration Turbo Charged
Fuel System Direct Injection
Horse Power 63.08@3200 ps@rpm
Torque 180@1440-1550 Nm@rpm
Steering and Suspension

Steering Type Rack and pinion, power assist

Power Steering No
Front Suspension Independent with coil spring &
anti roll bar
Rear Suspension Parabolic Leaf springs
Dimensions:

Length 4440 mm

27
 Height 1977 mm
Width 1660 mm
Wheel Base 2794 mm
Clearance 195 mm
Boot -
Front Head Room -
Front Leg Room -
Rear Head Room -
Rear Leg Room Min: 74mm Max: 94mm
Krebs weight Min: 1615kg Max: 1615 kg
Gross weight -
Drive Train

Type Manual
Gears 5
Drive Line RWD
Comfort Features

Air-Conditioning Yes

Except Air conditioning, no other comfort features are present in the Bolero SLE. Same as
SLX no safety features are present in the Bolero SLE

DEALER PROFILE

Our Distinction:

This is one of the largest authorized dealers for Mahindra & Mahindra Automotives.
Record sales in the first year of operation

Partners in Progress:

We are the preferred partners of M&M automotives, chiefly due to our successful
sales record and quality. Our facilities have remained unsurpassed, as we strive everyday to
better our self.

Commanding Presence:

G L Motors as a centralized air-conditioned showroom of M&M automotives its kind

in Telangana, spread gracefully and decorated elegantly over an impressive 8100 sq.ft at

28
Khammam, Being equipped with affable front office staff and adept professional technicians,
Provide a perfect of quality Service and Reliability.

Space Friendly:

The interiors are aimed at making you feel completely at ease, In luxury. Because for
us the customer is king, one who deserves a regal offering. The setting is apt for times when
you need to switch into a relaxed state of mind.

Technology to Stay Ahead:

We are equipped with the latest technological advancement in the industry, in order to
give the best of services when it matters. Not just to be part of, But to build the future, is our
motto.

Ambience the Exude Relaxation:

Ours is one of the few service centers to be equipped with a fully-fledged customer-
waiting lounge. A part from a television and pool table, it had a wed kiosk to keep u
connected all the time. Service with Commitment:

Our dedicated team of mechanical specialty offers expert treatment for your vehicle.
We ensure consistency in performance each time, without fail.

Attention to Details:

We provide genius spare parts and accessories to ensure exceptional performance.

Every single aspect related to your vehicle is taken care of at our premises.

Dealing Made Convenient:

It is a part of our commitment policy to give advantage to the customer at every

juncture. We offer assistance of every kind at our premises itself, which makes it a one stop
facility.

Expert Guidance at Every Step:

Our sales team gives utmost priority to your satisfaction. When you need help to
make the right choice, it is ensured that the result is beyond your expectations. Thus making
it a point that you get the best in both luxury and comfort always.

29
Models: Mahindra & Mahindra has been launching various type of MUVs and cars from the
year of 1945, keeping in mind the quality, design, driving, comfort, fuel efficiency, and
service and resale value. These from a formidable force that gives our customers the pride
and the joy of value forever. What drives M&M is

 Commitment

 Leadership

 Any an eye for appropriate technology.

Since 1945, when M&M first began manufacturing MUVs & LCVs, M&M have been
engaged in a single-minded endeavor to bring you cars that only state-of-the-art, but are also
some f the most environment-friendly vehicles in this world-a reflection of our commitment
and care, for better environment.

At the heart of every M&M is a unique engineering and an optimal mix of power and
economy.

All this is supported by M&M nation – wide dealership network and automated
workshop that provide excellent after sale service

The company has constantly exploring new opportunity to define the shape to tomorrow’s
driving technology.

Promotional Activities:

The promotional activities adopted by G L Motors are

 Test Driving

 Free Driving

 Hoarding

 Discounts

 Advertisement in Newspaper and magazines

 Gift Schemes

30
  Free Services

 Mileage Contents

Promotional expenses have been borne by both G L Motors and M&M, shares in
advertisement cost.

Service Offered:

Six Service and paid service after sale of Cars

 Free checkups campaigns

 Finance through bank

 Demonstration for new products

 Acceptance of warranty claims

Working Time in G L Motors:

Working hours in G L Motors are 12 hours per day starting from 9:30 am to 9:30pm with
one-hour break for lunch and 15 minutes for evening tea and coffee.

PRODUCT AVAILABLE AT G L MOTORS:

G L Motors has franchise of M&M Company. M&M Company manufacturer various types
of MUVs and LCVs.

These are:

MAHINDRA “XYLO”

XYLO VARIANTS EX-SHOWROOM PRICE

E2 (BASE VERSION) 6,56,824

E4 (LOWER VERSION) 7,04,283

E6 (SPORTZ VERSION) 7,74, 973

E8 ( TOP VERSION ) 8,10,312

31
MAHINDRA “SCORPIO”

SCORPIO VARIANTS EX- SHOWROOM PRICE

SCORPIO M2DI 6,92,873

SCORPIO Lx mHawk 7,37,737
SCORPIO Sle mHawk 8,37,705
SCORPIO Vlx mHawk 9,38,638
SCORPIO Vle mHawk 10,18,427

MAHINDRA “BOLERO”

BOLERO VARIANTS EX-SHOWROOM PRICE

BOLERO DI 4,93738 (WHITE), 5,05,738 (SILVER)
BOLERO SLE 5,60,519
BOLERO SLX 6,12,820
BOLERO PICKUP 4,56,983

32
MAHINDRA RENAULT “LOGAN”

LOGAN VARIANTS EX-SHOWROOM PRICE

LOGAN GLE 1.4 4,84,471

LOGAN GLX 1.4 5,09,696

LOGAN GLX 1.6 5,47,169

LOGAN GLS 1.6 5,75,727

LOGAN GLSX 1.6 5,95,292

LOGAN DLE 1.5 5,97,605

LOGAN DLX 1.5 6,40,791

LOGAN DLS 1.5 6,86,631

LOGAN DLSX 1.5 7,06,195

LOGAN GLX 1.4 EDGE 5,41,752

LOGAN GLSX 1.6 EDGE 6,27,378

LOGAN DLX 1.5 EDGE 6,72,850

LOGAN DLS 1.5 EDGE 7,20,204

LOGAN DLSX 1.5 EDGE 7,39,787

33
SWOT ANALYSIS

Strength:

(a) Trust people are having in the brand name Mahindra motors.

(b) Strong relationship with dealers

(c) Number of authorize service station is in good number than that of competitors

(d) Product is based on M-HAEK and CRD engine which are successfully running on
roads.

(e) Most of the market is credit driven so easy finance provided by Mahindra motors
(Mahindra finance) itself and others is an edge over competitors.

(f) Stylish when compared to Tata product.

(g) More spacious than Tata product.

(h) Safer than Tata product.

(i) The size of fuel cylinder is large. Therefore to go number of times to a petrol pump for
filing.

Weaknesses:

(a) Dealers are selling vehicles at different prices in a singal city.

(b) Changing of original parts by a dealers.

(c) Type of MRF is not having a very good claim processing system. Claim processing is
carried out only twice a week.

(d) Average is less than that of tata product.

(e) Maintenance cost is high.

(f) Vehicle is out of the reach middle class because initial of Mahindra sports utility v is
above 4 lakhs.

(g) Rising cost of raw materials resulting in law margins. Therefore discounts cant be
offered

34
Opportunities:

(a) Improving road infrastructure.

(b) Standard of living of country people are improving day by day because of increasing per
capita income so there is a chance of spreading the business in every nook corner of the
city.

(c) Lenient norms for generation of permits.

Threats:

(a) Demand contraction due to market upheaval.

(b) Strong presence of TaTa product maruti product

35
 DEALER PROFILE

The VVC Motors #2-263/3, Gopalapuram, Wyra Road, Khammam, Telangana

507002. Vvc Motors Pvt Ltd in Khammam is one of the leading businesses in the Car
Dealers-Mahindra Marazzo. Also known for Car Dealers-Mahindra, Car Dealers-Mahindra
Bolero, Car Dealers-Mahindra Marazzo, Car Dealers-Mahindra Xuv 500, Car Dealers-
Mahindra Supro, Car Dealers-Mahindra Thar, Car Dealers-Mahindra XUV Aero, Car
Dealers-Mahindra Tuv 300 Plus and much more. Find Address, Contact Number, Reviews &
Ratings, Photos, Maps of Vvc Motors Pvt Ltd, Khammam.

36
 CUSTOMER SATISFACTION

The management process through which goods and services move from concept to the
customer. It includes the coordination of four elements called the 4 P's of marketing:

(1) Identification, selection and development of a product,

(2) Determination of its price,

(3) Selection of a distribution channel to reach the customer's place, and

(4) Development and implementation of a promotional strategy.

For example, new Apple products are developed to include improved applications and
systems, are set at different prices depending on how much capability the customer desires,
and are sold in places where other Apple products are sold. In order to promote the device,
the company featured its debut at tech events and is highly advertised on the web and on
television.

Marketing is based on thinking about the business in terms of customer needs and
their satisfaction. Marketing differs from selling because (in the words of Harvard Business
School's retired professor of marketing Theodore C. Levitt) "Selling concerns itself with the
tricks and techniques of getting people to exchange their cash for your product. It is not
concerned with the values that the exchange is all about. And it does not, as marketing
invariable does, view the entire business process as consisting of a tightly integrated effort to
discover, create, arouse and satisfy customer needs." In other words, marketing has less to do
with getting customers to pay for your product as it does developing a demand for that
product and fulfilling the customer's needs.

Definition of market

A regular gathering of people for the purchase and sale of provisions, livestock, and
other commodities.

Definition of marketing

The action or business of promoting and selling products or services.

37
Difference between Market and Marketing

A market is any space within which trade takes place between buyers and sellers for a
well defined product. This space can be a produce market, a shop, internationally between
countries or over the internet.

Marketing is all those activities that facilitate trade. These include activities that
identify consumers’ needs such as market research and those activities that satisfy consumers
needs e.g., packaging and distribution. Marketing activities therefore support the marketing
of goods and services.

VARIOUS ACTIVITIES THAT A MARKETER FOLLOWS

 Identifying specific markets for products and services;

 Identifying existing and future needs and wants of these markets;
 Guiding the development of products, packages and services to fill these needs at a
profit, and Selling, delivering and collecting for, and effecting legal transfer of these
goods services to the ultimate consumer or user.

 An even simpler definition and one easier to remember is – the right product or service
at the right price at the right place at the right time and doing it at a profit.

DEFINITIONS OF MARKETING RESEARCH

The American Marketing Association defines marketing research as “the systematic

gathering, recording and analysis of data about problems relating to marketing of goods and
services.”

According to Kotler, “marketing research is the systematic design, collection analysis

and reporting of data and finding relevant of a specific marketing situation facing the
company.”

The key word in the above definition is “systematic.” This is the difference between
research and haphazard gathering of findings. For a study/research to be systematic there must
be two qualities in the least. First, it should be orderly so that the measurements have accuracy
and there is a fair cross-section. Second, it should be impartial in analysis and interpretation.

38
 Now for a research to be systematic it should be planned in advance. Moreover to
complete it, it should be interpreted. We thus arrive at a definition of marketing research;
“marketing research is the planning of and systematic gathering, recording, analysis and
interpreting data about problems (or opportunities) relating to the marketing of goods and
services.

CHARACTERISTICS OF GOOD MARKEITNG RESEARCH

 Interdependence of models and data

 Research creativity
 Scientific method
 Value and cost of information
 Multiple methods
CONSUMER SATISFACTION

Definition:

Total Quality Management (TQM) is an organization-wide approach to continuously

improving the quality of all the organization’s processes products and services.

There is an intimate connection among product and services quality, customer’s

satisfaction and company profitability. Higher levels of quality in higher levels of quality in
higher levels of customer’s satisfaction while supporting higher prices and (often) lower
costs. Therefore, quality improvement programs (QIPS) normally increase profitability.

Definition of quality:

Quality is the totality of features and characteristics of a product or service that bear
on its ability to satisfy stated or implied needs.

This definition of quality is customer-centered. Whenever the seller’s product or

services meets or exceeds the customers, expectation, the seller has delivered has quality.

An application of TQM is that marketing people must spend time and effort not only
to improve external marketing but also to improve internal marketing. Today’s companies
have no choice but to implement TQM programs if they are to remain solvent and profitable.
Total quality is the key to value creation and customer satisfaction.

39
 As diverse individuals, we all tend to see the world in our own special ways. Four
people can view the same event at the same time, and each will report in total honesty a story
different from all the others. For example the classic Japanese film Roscommon tells the story
of the abduction and rape of a woodcutter’s wife and the murder of her husband, first from the
point of view of the bandit, then that of the wife, than the husband and, finally, that of a hidden
bystander.

Each story varied because each participant perceived the event that occurred in a
different way. Hard to believe? Not really. For each individual, realty is a totally personal
phenomenon, based on that person’s needs, wants, values, and personal experiences.

Reality to an individual is merely that individual’s perception of what is “out there” of

what has taken place. Individuals act and react on the basis of their perceptions, not on the basis
of objective reality. Thus, to the marketer, consumer’s perceptions are much more important
than their knowledge of objective reality.

For if one thinks about it, it’s not what actually so is, but what consumers think is so,
that affects their actions their buying habits, their leisure habits, and so forth. And, because
individuals make decision and take actions based on what they perceive to be reality, it is
important that marketers understand the whole notion of perception and its related concepts, so
they can more determine what factors influence consumers to buy.

This chapter examines the psychological bases of human perception and discusses the
principles that control our perception and interpretation of the world we see. Knowledge of
these principles enables astute marketers to develop advertisements that have a good chance
of being see and remembered by their target consumer.

ELEMENTS OF PERCEPTION

Perception is defined as process by which an individual selects, organizes, and

interprets stimuli into a meaningful and coherent picture of the world. It can be described as
“how we see the world around us.” Two individuals may be expose to the same stimuli under
the same apparent conditions, but how each person recognizes, selects, organizes, and
interpreters them is a highly individual process based on each person’s own needs, values and
expectations.

40
 The influence that each of these variables has on the perceptual process and its
relevance to marketing will be exposed in some detail. First however we will examine some of
the basic concepts that underlie the perceptual process. These will be discussed within the
framework of consumer behavior.

SENSATION

Sensation is the immediate and direct response of the sensory organs to simple stimuli
(an advertisement, a package, a brand name). A stimulus is any unit of input to any of the
sense. Examples of stimuli (that is sensory input) include products, packages brand names,
advertisements, and commercials.

Sensory receptors are the human organs (the eyes, ears, nose, mouth, and skin) that
receive sensory inputs. Their sensory functions are to see, hear, smell, taste, and fell.

All of these functions are called into play either singly or in combination in the
evaluation and use of most consumer products. Human sensitivity refers to the experience of
sensation. Sensitivity to stimuli varies with the quality of an individual’s sensory receptors
(e.g., eyesight or hearing) and the amount or intensity of the stimuli to which he or she is
exposed. For example, a blind may have a more highly developed sense of hearing than the
average sighted person and may be able to hear sounds that the average person cannot.

THE ABSOLUTE THRESHOLD

The lowest level at which an individual can experience a sensation is called absolute
threshold. The point at which a person can delete a difference between “something” and
“nothing” is that person’s absolute threshold for that stimulus. To illustrate the distance at
which a driver can note a specific billboard in a highway is that individual’s absolute threshold.

Two people riding together may first spot the billboard at different times (that is at
different distances); thus they appear to have different absolute thresholds. Under conditions of
constant stimulation such as driving through a “corridor” of billboards, the absolute threshold
increases (that is the sense tends to become increasingly dulled).

After an hour of driving through billboards it is doubtful that any one billboard will
make an impression. Hence we often speak of “getting used to” a hot bath a cold showers the
bright sun or even the perspiration odor in college locker room.

41
 In the field of perception the term adaptation refers specifically to “getting used to”
certain sensitization becoming accommodated to a certain level of stimulation.

THE DIFFERENTIAL THRESHOLD

The minimal difference that can be detected between two similar stimuli is called the
differential threshold or the j.n.d.(for just noticeable difference). A nineteenth century German
scientist named Ernst Weber discovered that the j.n.d.

Between two stimuli was not an absolute amount but an amount relative to the stronger
the initial stimulus the Weber’s law as it has come to be known states that the stronger the
initial stimulus the greater the additional intensity needed for the second stimulus to be
perceived as different.

For example if the price of an automobile is increased by $100 it would probably not be
noticed (i.e., the increment would fall below be the j.n.d). It may take an increase of $200 or
more before a differential in price would be noticed.

However a one-dollar increase in the price of gasoline would be notice very quickly by
consumers because it is a significant percentage of the initial cost of the gasoline.

SUBLIMINAL PERCEPTION

We spoke of people being motivated below their level of conscious awareness. People
are also stimulated below their level of consciously awareness that is they can perceive stimuli
without being consciously aware that they are doing so. Stimuli that are too weak or brief to be
consciously seen or heard may nevertheless be strong enough to be perceived by one or more
receptor cells.

This process is called subliminal perception because the stimulus is beneath the
threshold or “limen,” of conscious awareness through obviously not beneath then the absolute
threshold of the receptors involved. (Perception of stimuli that are above the level of conscious
awareness technically is called supraliminal perception through it is usually referred to simply
as perception.

42
EVALUATING THE EFFECTIVENESS OF SUBLIMINAL PERSUASION

Despite the many studies undertaken by academicians and researchers since the 1950s,
there is no evidence that subliminal advertising persuades people to buy goods or services. A
review of the literature indicates that subliminal perception research is based on two theoretical
approaches. According to the first theory constant repetition of very weak (i.e., sub threshold)
stimuli has an incremental effect that enables such stimuli to build response strength over many
presentations.

This would be the operative theory when weak stimuli are flashed repeatedly on a
movie screen or played on a soundtrack or audiocassette. The second approach is based on the
theory that subliminal sexual stimuli arouse unconscious sexual motivations. This is the theory
behind the use of sexual embeds in print advertising. But no studies have yet indicated that
either of these theoretical approach have been effectively used by advertising may provide new
opportunities for modifying antisocial behavior through public

Awareness campaigns that call for individual to make generalized responses to suggestions that
enhance their personal performance or improve their attitude.

DYNAMICS OF PERCEPTION

The preceding section explained how the individual receives sensation from stimuli in
the outside environment and how the human organism adapts to the level and intensity of
sensory input. We now come to one of the major principles of perception: Raw sensory input
by itself does not produce or explain the coherent picture of the world that most adults possess.
Indeed, the study of perception is largely the study of what we subconscious add to or subtract
from raw sensory inputs to produce our own private picture of the world. Human beings are
constantly bombarded with stimuli during every minute and every hour of every day. The
sensory world is made up of an almost infinite number of discrete sensations that are constantly
and subtly changing. According to the principles of sensation, intensive stimulation “bounces”
off most individuals who subconsciously block the receipt of heavy bombardment of stimuli.
Otherwise the billions of different stimuli to which we are constantly exposed might serve to
confuse us totally and keep us perpetually disoriented in a constantly changing environment.
However neither of these consequences tends to occur because perception is not a function of
sensory input alone. Rather perception is the result of two different kinds of inputs that interact
to form the personal pictures the perceptions that each individual experiences.

43
PERCEPTUAL SELECTION

Consumers subconsciously exercise a great deal of selectivity as to which as pacts of

the environment they perceive. An individual may look at some things ignore others and turn
away from still others. In actuality people receive ot perceive only a small fraction of the
stimuli to which they are expose. Consider for example a woman in a supermarket. She may be
exposed to over 20,000products of different collars sizes and shapes to perhaps 100people
(looking walking searching talking): to smelts (from fruit, meat, disinfectant, or people); to
sounds within the store (cash registers ringing, shopping carts rolling, air conditioners
humming ad clerks sweeping, mopping aisles stocking shelves); and to sounds from outside the
store (planes passing, cars honking, tires, screeching, children shouting, car doors sliming).Yet
she manages on a regular basis to visit her local supermarket, select the items she needs, pay
for them and leave all within a relatively brief period of time, orientation to the world around
her. This is because she exercises selectivity in perception.

NATURE OF THE STIMULUS

Marketing stimuli include an enormous number of variables that affects the consumers
perception such as the nature of the product, its physical attributes, the packages design the
brand name the advertisements and commercials (including copy claims choice ad sex of model
positioning of ad, model size of ad typography), p position as a print ad or a commercial and
the editorial environment.

In general contest is one of the most attention compelling attributes of a stimulus.

Advertisers often use extreme attention getting devices trio achieve maximum contest and thus
penetrate the consumer’s perceptual “screen”. For example number of magazines and
newspaper s carry ads that readers can unfold to reveal over sized, sterile advertisements for
products ranging from cosmetics to automobiles because of the “stopping power “of giant ads
among more traditional sizes.

However advertising does not have to be unique to achieve a high degree of

differentiation it simply has to contrast with the environment the absence of sound in a
commercials opening scene a 60-eecond commercial within a string of 20-second spots all offer
sufficient contrast from their environment to achieve contrast advertisers are also using
splashes of color in black and white print ads to highlight the advertise product.

44
 Eye-catching ads some using surrealistic imagery for either5 humorous effects or mood
enhancement attract attention because of their contrast to consumer expectations.

EXPECTATIONS

People usually see what they expect to see and what they expect to see is usually based
on familiarity previous experience or preconditioned set .In a marketing context people tend to
perceive products and product attributes according to their own expectations.

MOTIVES

People tend perceive the things they need or want the strong the need the greater the
tendency to ignore unrelated stimuli in the environment. A woman interested in a portable
computer is more likely to notice and read carefully ads for computer laptops than her neighbor
who uses a desktop computer. In general there is a heightened awareness of stimuli that are
relevant to one’s need s and interests and a decreased awareness of stimuli that are irrelevant to
those needs.

An individual’s perceptual process simply attunes itself more closely element in the
environment that are important to that person. Someone who is hungry is more likely to spot a
restaurant sign a sexual symbolism where none exits.

Marketing managers recognize the efficiency of targeting their products to the perceive
needs of consumers. For example a marketer can determine through marketing research what
consumers consider to be the ideal attributes of the product category. The marketer can then
segment the market on the basis of these needs and vary the prouder advertising so that
consumers in each segment is each segment will perceive the product as meeting their own
special needs wants and interests.

IMPORTANT CONCEPTS CONCERNING SELECTIVE PERCEPTION

As the preceding discussion illustrates the consumer “selection” of stimuli from the
environment is based interaction of executions and motives with the stimulus. These factors
give rise to four important concepts concerning perception.

45
SELECTIVE EXPOSURE

Consumers actively seek out messages that they find pleasant or with which they are
sympathetic, sympathetic, and they actively avoid painful or threatening ones. They also
selectively expose themselves to advertisements that reassure them of the wisdom of their
purchase decisions.

SELECTIVE ATTENTION

Consumers exercise a great deal of selectively in terms of the attention they give to
commercial stimuli. They have a heightened awareness of stimuli that meet their needs or
interests and minimal awareness of stimuli irrelevant to their needs. Thus consumers are likely
to ads for products that would satisfy their needs and disregard those in which they ate interest.
People also vary in timers of the kinds of information in which they are interested and the form
of message and type of medium they prefer.

Some people are more interested in price some in appearance and some in social
acceptability. Some people like complex sophisticated message others like simple graphics.

PERCEPTUAL DEFENSE

Consumers subconsciously screen out stimuli that they find psychologically threatening
even though exposure has already taken place. Thus threatening or otherwise damaging stimuli
are les likely to be consciously perceived sometimes unconsciously distort information that is
not consistent with their needs values and beliefs.

PERCEPTUAL BLOCKING

Consumers protect themselves from being bombarded with stimuli by simply “tuning
out” blocking such stimuli from conscious awareness. They do so out self-protection because
of the visually overwhelming nature of the world in which we live. This perceptual blocking is
comparable to the “zapping “of TV commercials with remote control.

Whether the buyer is satisfied after purchase depends on the offer’s performance in relation
to the buyer’s expectations. In general.

Satisfaction is a person’s feeling of pleasure of disappointment resulting from comparing a

product’s perceived performance (or outcome) in relation to his or her expectations.

46
As this definition makes clear, satisfaction is a function of perceived performance and
expectations. If the performance falls short of expectations, the customer is dissatisfied. If the
performance matches the expectations, the customer is satisfied. If the performance exceeds
expectations, the customer is highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers who are just satisfied
still find it easy to switch when a better comes along. Those who are highly satisfied are
much less ready to switch. High satisfaction are delight creates and emotional bond with the
brand, not necessary a rational preference. The result is high customer loyalty.

From past buying experience, friend and associates advice and marketers and competitors
information and promises buyers from their expectations. If marketers raise expectations too
high, the buyer is likely to be disappointed. For example, Holiday inn ran a campaign a few
years ago called “No Surprise” Yet hotel guests still encountered a host of problems, and
Holiday Inn had to withdraw the campaign. However, if the company sets explications too
low, it won’t attract enough buyers (although it will satisfy those who do buy).

Some of today’s most successful companies are raising expectations and delivering
performance to match. These companies are aiming for TCS-total customer satisfaction.

The key to generating high customer loyalty is to deliver high customer value. According to
Michael lanning in his Delivering Profitable Value, a company must develop a competitively
superior value proposition and a superior value-delivery system. A company’s value
proposition is much more Than its positioning on single attribute; it is statement about the
resulting experience customer will have from the offering and their relationship with the
supplier. The brand must represent a promise about the total resulting experience that
customers can expect. Whether the promise is kept depends upon the company’s ability to
manage its value-delivery system. The value- delivery system includes all the
communications and channel experiences the customer will have on the way to obtaining the
offering.

Whether customers will actually receive the promised value proposition will depend upon the
marketer’s ability to influence various core processes. In addition to tracking customer value
expectation and satisfaction, companies need to monitor their competitor’s performance in
these areas. For example, a company was pleased to find that 80 percent of it customers said
they were satisfied.

47
Then the CEO found out that its leading competitors attained a 90 percent customer
satisfaction score. He was further dismayed when he learned that this competitors was aiming
to reach a 95 percent satisfaction score.

Also, the company has many stakeholders, including employees, dealers, suppliers, and
stockholders. Spending more to increase customer satisfaction might divert funds form
increasing the satisfaction of other “Partners.” Ultimately, the company must operate on the
philosophy that it is trying to deliver at a high level of customer satisfaction subject to
delivering acceptable levels of satisfaction to the other stakeholders within the constraints of
its total resources.

When customers rate their satisfaction with an element of the company’s performance-say,
delivery-the company needs to recognize that customers vary in how they define good
delivery. It could mean early delivery, on-time delivery, order completeness, and so on. Yet
if the company had to spell out every element in detail, customers would face a huge
questionnaire. The company must also realize that two customers can report being “highly
satisfied” for different reasons. One may be easily satisfied most of the time and the other
might be hard to please but was pleased on this occasion.

Companies should also note that managers and salespeople can manipulate customer
satisfaction ratings. They can be especially nice to customers just before the survey. They can
also try to exclude unhappy customers from the survey. Another danger is that if customers
know the company will go out of its way to please customers, some may express high
dissatisfaction (even if satisfied) in order to receive more concessions.

Some companies navigate all these pitfalls to reach their customer value and satisfaction
goals. We call these companies high-performance business.

48
 DATA ANALYSIS & INTERPRETATION

Table No. (1) Do you own a sporty vehicle?

Yes No

78% 22%

Source: Questionnaire

Figure:1

80%
70%
60%
50%
40%
30%
20%
10%
0%
Satisfied
Dissatisfied

Interpretation 1:

The sample drawn on probability basis shows that 78% of the customers were
satisfied with Bolero variant and only 22% were not satisfied with Bolero variant.

Observation:

Most of the respondents approached were satisfied with Bolero

49
Table No: 2 Factors affecting customer satisfaction towards Mahindra Bolero

Factor No. of Respondent Percentage

Features 18 12%
Low Maintenance 51 34%
Comfort 27 18%
Style 24 16%
After Sales Service 30 20%
Source: Questionnaire
Figure:2

No. of Respondent

Features
Low Maintenance
Comfort
Style
After Sales Service

Interpretation 2: The sample drawn on the probability basis clearly shows that 34%
(51respondents) are the opinion that low maintenance is the satisfaction factor Bolero and 20
%( 30 respondents) of them who view After Sales Service as a vital factor for customer
satisfaction. Followed by Comfort which corresponds to 18 %( 27 respondents), Style with
16%(respondents) and only 12%(18 respondents) of them view that feature of Bolero as
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: 3 Customer opinions towards fuel consumption.

50
 Factor Percentage

Extremely Satisfied 27%

Satisfied 49%

Neutral 17%

Dissatisfied 7%

Total 100%

Source: Questionnaire

Figure: 3

Percentage

Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Total

Interpretation 3: 100% of the respondents 49% of the respondents approached were

satisfied with the fuel consumption of the Bolero. Followed by 27% was extremely satisfied,
17% are neutral and rest of the 7% is more dissatisfied with fuel consumption of Bolero.

Observation: As majority of the respondents are satisfied with the fuel consumption of
Mahindra Bolero, 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: 4 Customer opinions toward Safety and Comfort.

Factor Percentage

Extremely Satisfied 23%

51
 Satisfied 47%

Neither Satisfied & Dissatisfied 20%

Dissatisfied 10%

Total 100%

Source: Questionnaire

Figure: 4

Percentage

Extremely
Satisfied
Satisfied
Neither Satisfied
& Dissatisfied
Dissatisfied
Total

Interpretation 4: 100% of the respondents 47% of the respondents approached were

satisfied with the safety and comfort feature of the Bolero. Followed by 27% was extremely
satisfied, 17% are neutral and rest of the 7% was dissatisfied with safety and comfort feature
of Bolero.

Observation: As majority of the respondents are satisfied with the safety and comfort feature
of Mahindra Bolero, 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: 5 Customer opinions toward Design.

Factor Percentage

Extremely Satisfied 20%

Satisfied 40%

52
 Neutral 27%

Dissatisfied 13%

Total 100%

Source: Questionnaire

Figure: 5

Percentage

Extremely
Satisfied
Satisfied
Neutral
Dissatisfied
Total

Interpretation 5: 100% of respondents 40% of the respondents approached were satisfied

with the Design of the Bolero. 20% were more satisfied, 27% of them neutral and 13% are
dissatisfied with the design of the Bolero.

Observation: As majority of the respondents are satisfied with the design of Mahindra
Bolero, 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 .

Factor Percentage

More Satisfied 27%

Satisfied 53%

53
 Neither Satisfied & Dissatisfied 17%

Dissatisfied 3%

Total 100%

Source: Questionnaire

Figure: 6

Percentage

More Satisfied
Satisfied
Neither Satisfied
& Dissatisfied
Dissatisfied
Total

Interpretation 6: 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 of
the Bolero. 27% were more satisfied, 17% of neither satisfied and dissatisfied and 3% are
dissatisfied with the space availability of the Bolero.

Observation: As 80% of the respondents are happy with the space availability of the
Mahindra Bolero vehicle, it can be conducted that the company has undertaken proper R&D
in this aspect.

Table No: 7 Customer satisfactions toward Maintenance of Mahindra Bolero

Factor Percentage

Extremely Satisfied 23%

Satisfied 51%

Neutral 21%

54
 Dissatisfied 5%

Total 100%

Source: Questionnaire

Figure:7

Percentage

Extremely
Satisfied
Satisfied
Neutral
Dissatisfied
Total

Interpretation 7: The sample drawn on the probability basis shows that out of 100% of
respondents 51% of the respondents approached were satisfied with the maintenance of the
Bolero. 23% were extremely satisfied, 21% of neutral and 5% are dissatisfied with the
maintenance.

Observation: Though majority of the customer are satisfied that the maintenance cost of
Mahindra Bolero is less, around 20% are not satisfied which may be because of comparison
of Bolero with the newly launched competing brands coming with even lower maintenance
cost.

Table No: 8 Customer awareness about power steering

Option No. Of Respondent No. Of Respondents (%)

Aware 120 80%

Unaware 30 20%

Total 150 100%

55
Source: Questionnaire

Figure: 8

3
Option
No. Of Respondent
No. Of Respondents (%)
2

0 20 40 60 80 100 120 140 160

Interpretation 8: Out of 100% of respondents, 80% of the respondents approached were

aware of the power steering present in some variant of Bolero and 20% were not aware of the
power steering present in some variant of Bolero.

Observation: Most of the respondents approached were aware of power steering system
introduced in some variants of Bolero.

Table No: 9 Customer perceptions about Bolero

Very Good Good Average Bad Very Bad

20% 47% 21% 12% -

Source: Questionnaire

Figure: 9

56
 20% 47% 21% 12%

1
0.9
0.8 20% 47% 21% 12%
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
Very Bad

Interpretation 9: The sample drawn on the probability basis shows that out of 100% of
respondents 47% of the respondents gave Good response to Bolero. 20% gave Very Good
response, 21% gave Average response and 12% gave bad response to Bolero.

Observation: As 67% of the respondents are satisfied that they are happy with Bolero, it
satisfies 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.

57
 FINDINGS

Based on the data gathered by administrating schedules to customers the following

observations are made.

1. Mahindra Bolero has excellent percentage of customer satisfaction according

to the data shown in table 1 of the data analysis and Interpretation topic.

2. Most of the people are satisfied with its low maintenance cost and after sales
service provided by Mahindra Bolero.

3. Based on the fuel consumption, most of the people are satisfied with it.

4. Based on Safety and Comfort, Design, Space, Maintenance most of the people
are satisfied with it.

5. Large numbers of Bolero user are aware of its power steering.

6. If we took the satisfaction level of people toward Bolero, it becomes good.

7. Its features and style satisfy most of the people.

58
 SUGGESTIONS

Mahindra Company has to implement good customer relationship management

strategy that enhances customer satisfaction level.

The company can for the undertake R&D to improve the existing feature which
field help increase in the customer satisfaction.

The company should promote about the entire feature offered by it.

As majority of the customer give opinion that they are satisfied is the
factor, services and design of the product of the company should taken not only maintain the
existing standard but also enhance them.

As majority of the respondents are satisfied with the safety and comfort feature of
Mahindra Bolero, 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.

Majority of the respondents are satisfied with the safety and comfort feature of
Mahindra Bolero, 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 such, Mahindra should focus on the aspects, which will enhance the customer
satisfaction and thus the market share.

59
 CONCLUSIONS

Mahindra and Mahindra Motors have a very good market share in the state of
Khammam, Telangana. The company is offering good services, which is reflected on the
satisfaction of the customer. Majority of the customer are satisfied with the design of the
vehicle. Mahindra & Mahindra motors are providing better facilities compare with other
brand. As 67% of the respondents are satisfied that they are happy with Bolero, it satisfies
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. Though majority of the customer are satisfied that the maintenance cost of
Mahindra Bolero is less, around 20% are not satisfied which may be because of comparison
of Bolero with the newly launched competing brands coming with even lower maintenance
cost. As 80% of the respondents are happy with the space availability of the Mahindra Bolero
vehicle, it can be conducted that the company has undertaken proper R&D in this aspect. The
20% of the respondents who have answered negatively may be comparing with the vehicle in
the same category launched very recently.

60
 QUESTIONNAIRE

1) Customer profile

a) Name b) Occupation

c) Age d) Income

e) Address:-

1) Do you own a sporty vehicle?

a) Yes
b) No

2) Factors affecting customer satisfaction towards Mahindra Bolero

(a) Feature
(b) Low Maintenance
(d) Looks
(e) After Sales Service
3) Customer opinions towards fuel consumption?

(a) Extremely Satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

4) Customer opinions toward Safety and Comfort?

(a) Extremely Satisfied

(b) Satisfied

(c) Neither Satisfied & Dissatisfied

(d) Dissatisfied

61
5) Customer opinions toward Design ?

(a) Extremely Satisfied

(b) Satisfied
(c) Neutral
(d) Dissatisfied
6) Customer opinions toward space availability in Mahindra Bolero?

(a) More Satisfied

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

7) Customer satisfactions toward Maintenance of Mahindra Bolero?

(a) Extremely Satisfied

(b) Satisfied
(C) Neutral
(d) Dissatisfied
8) Are you aware about power steering present in Bolero?

(a ) Yes

(b) No

9) Customer perceptions about Bolero?

(a) Very Good

(b) Good

(c) Average

(d) Bad

10) Do you want to give any suggestion about any change in the Mahindra and Mahindra
Motors?

62
 BIBLIOGRAPHY

Books:

1. Philip Kotler, Kevin Keller (2019), Marketing Management (Thirteenth Edition)

2. Marketing Management, The McGraw.Hill Company Rajan Saxena (Third Edition)

3. Berman, Berry and Joel r Evans (Oct- 1997) Retail Management: A strategic approach
8th edition Englewood cliffs NJ printcehall

4. Country analysis 1997 “A framework to identify and evaluate the national business
environment”

Hardware business review.

MAGAZINES:

A) OUTLOOK BUSINESS (FEB, 2019)

B) BUSINESS STANDARD (April-July 2019)

C) 4P’S OF BUSINESS AND MARKETING (June 2019)

D) BUSINESS TODAY - Pick and Choose

E) BUSINESS TODAY – Mahindra & Mahindra to bring new model of Xylo.

INTERNET:

1. Mahindra & Mahindra' Official Website

2. www.business world.com

3. www.autowold.com

4.www. top gear.com

5. www.gaddi.com

63