MAHINDRA & MAHINDRA’S CUSTOMER ANALYSIS.

A Project Submitted to
University of Mumbai for partial completion of the degree of
Bachelor of Management Studies
Under the Faculty of Commerce

By
MOHAMMED SAAD HASAN GOUD

ROLL NO: 63

Under the Guidance of

Prof. Sana Dhanani

Smt. M.M.K COLLEGE OF COMMERCE & ECONOMICS

32nd, 36 Road T.P.S III

Linking Road, Bandra (West)

Mumbai – 400050,

March-2021.
 Smt. M.M.K COLLEGE OF COMMERCE & ECONOMICS

32nd, 36 Road T.P.S III

Linking Road, Bandra (West)

Mumbai – 400050,

CERTIFICATE

This is to certify that Mr. Mohammed Saad Goud has worked and duly completed his
Project Work for the degree of Bachelor of Management Studies under the Faculty of
Commerce and his project is entitled, MAHINDRA & MAHINDRA’S CUSTOMER

ANALYSIS.under my supervision. I further certify that the entire work has been done by the
learner under my guidance and that no part of it has been submitted previously for any Degree
or Diploma of any University.

It is his own work and facts reported by his personal findings and investigations.

Signature of the Guiding Teacher Dr.Ca Kishore Peshori

(Principal)

External Examiner

Date of submission.
 DECLARATION BY LEARNER

1. I the undersigned Mr. Mohammed Saad Goud here by, declare that the
work embodied in this project work titled ‘MAHINDRA & MAHINDRA’S
CUSTOMER ANALYSIS’.forms my own contribution to the research work
carried out under the guidance of “Prof. SANA DHANANI is a result of my own
research work and has not been previously submitted to any other University for any
other Degree/Diploma to this or any other University.

Whenever reference has been made to previous works of others, it has been
clearly indicated as such and included in the bibliography.

I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical conduct.

Name and Signature of the learner

Certified by
Name and Signature of the Guiding Teacher
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and
the depth is so enormous.

I would like to acknowledge the following as being idealistic channels and

fresh dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving

me a chance to do this project.

I would like to thank my Principal, Dr.Ca KISHORE PESHORI for

providing the necessary facilities required for completion of this project.

I take this opportunity to thank our Coordinator Dr. SHEETAL

CHADHHA
for her moral support and guidance.

I would also like to express my sincere gratitude towards my project guide

Prof.SANA DHANANI whose guidance and care made the project
successful.

I would like to thank my College Library, for having provided various

reference books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my Parents and Peers who supported
me throughout my project
 INDEX

1. Executive summary 6

2. Introduction of the sector 8

3. Introduction of the Brand 11

4. 4Ps 14

5. Swot analysis 18

6. Research Methodology 20

7. Primary Research 23

8. Secondary Research 29

9. Data Analysis & Interpretation 34

10. Learning from The Research 37

11. Road Map Ahead 38

12. Recommendation 39

13. Conclusion 40

14. Bibliography 41
 EXECUTIVE SUMMARY

Mahindra & Mahindra (M&M) is not just India’s largest utility vehicle manufacturer
anymore. It is the third-largest player in the passenger vehicle segment and in a neck-and-
neck race with Tata Motors. It has set its sight on challenging the domination of Maruti
Suzuki and Hyundai Motors. Pawan Goenka, as president for automotive and farm
equipment sectors, is the main architect of this feat Mahindra and an independent India
began their rise together.
In 1945, two enterprising brothers named J.C. Mahindra and K.C. Mahindra joined forces
with Ghulam Mohammed and started Mahindra & Mohammed as a steel company in
Mumbai. Two years later, India won its independence, Ghulam Mohammed left the
company to become Pakistan’s first finance minister, and the Mahindra brothers ignited
the company’s enduring growth with their decision to manufacture Willys jeeps in
Mumbai.
The Mahindra brothers believed that new modes of transportation could be a key to
India’s prosperity, so one of their first goals was to build rugged, simple vehicles capable
of tackling the Indian terrain. Early pioneers of globalization, the brothers collaborated
with a wide range of international companies and before long, Mahindra’s reach extended
to steel, tractors, telecom, and more.
Now, after 65 years, Mahindra has grown from a humble local outfit to a US $15.4
billion corporation employing more than 144,000 people around the world. It’s been quite
an adventure so far, and they’re proud of our global leadership in utility vehicles, tractors,
and information technology, as well as our significant presence in financial services,
leisure and hospitality, engineering, trade, and logistics. As they accelerate into the 21st
century, they’ll continue to pursue innovative ideas that enable people to rise. They’ve
come a long way, but the journey has just begun.
Over the past few years, M&M has expanded into new industries and geographies. They
entered into the two-wheeler segment by taking over Kinetic Motors in India. M&M also
has controlling stake in REVA Electric Car Company and acquired South Korea’s
SsangYong Motor Company in 2011.
Mahindra & Mahindra is a major automobile manufacturer of utility vehicles, passenger
cars, pickups, commercial vehicles, and two wheelers. Its tractors are sold on six
continents. It has acquired plants in China and the United Kingdom, and has three
assembly plants in the USA. M&M has partnerships with international companies like
Renault SA, France and International Truck and Engine Corporation, USA.
M&M has a global presence and its products are exported to several countries. Its global
subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA Inc., Mahindra
South Africa and Mahindra (China) Tractor Co. Ltd.
M&M made its entry into the passenger car segment with the Logan in April 2007 under
the Mahindra Renault joint venture. M&M will make its maiden entry into the heavy
trucks segment with Mahindra Navistar, the joint venture with International Truck, USA.
M&M’s automotive division makes a wide range of vehicles including MUVs, LCVs and
three wheelers. It offers over 20 models including new generation multi-utility vehicles
like the Scorpio and the Bolero. It formerly had a joint venture with Ford called Ford
India Private Limited to build passenger cars.
Mahindra & Mahindra has a controlling stake in Mahindra Reva Electric Vehicles. In
2011, it also gained a controlling stake in South Korea’s SsangYong Motor Company.
Mahindra & Mahindra Ltd. (M&M), has launched its much awaited SUV, XUV 500,
code named as W201 in September 2011. The last ‘500’ in the name is pronounced as ‘5
double-O’ (alphabet). The new SUV by Mahindra has been designed in-house and it is
developed on the first global SUV platform that could be used for developing more
SUVs.
 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 transport 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, pressed-
steel wheels, and four-wheel brakes.
Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum
body.
The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that
suited more to the needs of families. In 1930s, vehicles were less boxy and more
streamlined than their predecessor was.
The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless
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 (144 mph).
This was the Indian automobile history, and today modern cars are generally light,
aerodynamically shaped, and compact.

Facts & Figures

The in India is on an investment overdrive. Be it passenger car or two-wheeler
manufacturers, commercial vehicle makers or three-wheeler companies - everyone
appears to be in a scramble to hike production capacities. The country is expected to
witness over Rs 30,000 crore of investment by 2010.
Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors
will be launching a mini and may be a compact car.
Most of the companies have made their intentions clear. Maruti Udyog has set up the
second car plant with a manufacturing capacity of 2.5 lakh units per annum for an
investment of Rs 6,500 Crore (Rs 3,200 Crore for Diesel engines and Rs 2,718 Crore for
the car plant itself).
Hyundai and Tata hyundai have announced plans for investing a similar amount over the
next 3 years. Hyundai will bring in more than Rs 3,800 Crore to India.
Tata Motors will be investing Rs 2,000 Crore in its small car project.
General Motors will be investing Rs 100 Crore, Ford about Rs 350 Crore and announced
modest expansion plans even as Honda Siel has earmarked Rs 3,000 crore over the next
decade for India - a sizeable chunk of this should come by 2010 since the company is
also looking to enter the lucrative small car segment.

Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have
each announced well over Rs 1,000 Crore of investment. Mahindra & Mahindra joint
venture with International Trucks is expected to see an infusion of at least Rs 500 Crore.
Industry performance in 2008-09
The Indian automotive market managed to stand up to the vagaries of the economic
meltdown to show slightly growth during fiscal 2008-09. Overall vehicle sales at 97.23
lakh grew 0.71 per cent from 96.54 lakh units in 2007-08.
When major automotive markets reported a 30-40 per cent decline, only a handful of
countries managed to show growth. A few months ago, India was looking at negative
growth but has turned around. It is actually better than expected.
Passenger vehicle sales at 15.51 lakh registered flat growth while commercial vehicle
sales showed a 21 per cent drop.

SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per
cent growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent
growth for passenger vehicles. The three-wheeler segment may grow 5-8 per cent growth
while two wheelers may show 3-5 per cent growth.
The passenger vehicle market has weathered the downturn largely due to market leader
Maruti Suzuki which holds 48 per cent of the market. The compact car giant clocked 7.22
lakh units for 2008-09. Closest rival Hyundai Motor India sold 2.44 lakh cars, a growth
of 13 per cent. Tata Motors’ sales grew 1.3 per cent at 2.30 lakh units while Mahindra &
Mahindra posted 2.5 per cent growth at 1.06 lakh units.
Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motor’s
numbers fell 15 per cent to 46,892 units while Ford India’s sales were down 17 per cent
to 27,976 units. Honda Siel Cars India also saw a 17 per cent drop at 52,420 units while
General Motors India was down 8 per cent to 61,526 units.
Among commercial vehicle makers, all major players saw substantial fall in volumes.
Market leader Tata Motors with a 60 per cent plus share, showed 22 per cent drop in
numbers at 2.34 lakh units while Ashok Leyland showed 37 per cent drop at 47,632.
Eicher’s sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per
cent at 7,819 units. “The freight movement is unlikely to improve this fiscal which will
impact truck sales.
Two-wheeler sales grew 2.6 per cent to 74.38 lakh units. “Hero Honda has made up for
the erosion of sales volume for other two-wheeler makers including Bajaj Auto and TVS
Motor Company,” said Mr. Matta. Hero Honda clocked 36.40 lakh units, a growth of
12.5 per cent. Bajaj Auto’s volumes dropped 23 per cent to 12.86 lakh units while TVS
saw a marginal decline at 11.36 lakh units. Honda Motorcycle and Scooter India’s sales
surged 16 per cent to 10.15 lakh units.
 Introduction to Mahindra & Mahindra

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 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 MAHINDRA

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 in2009

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, 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.
 Mahindra & Mahindra Marketing Mix (4Ps) Strategy

Marketing Mix of Mahindra & Mahindra analyses the brand/company which covers 4Ps
(Product, Price, Place, Promotion) and explains the Mahindra & Mahindra marketing
strategy. There are several marketing strategies like product/service innovation,
marketing investment, customer experience etc. which have helped the brand grow.
Marketing strategy helps companies achieve business goals & objectives, and marketing
mix (4Ps) is the widely used framework to define the strategies. This article elaborates
the product, pricing, advertising & distribution strategies used by Mahindra & Mahindra.
Let us start the Mahindra & Mahindra Marketing Mix & Strategy:

Mahindra & Mahindra Product Strategy:

The product strategy and mix in Mahindra & Mahindra marketing strategy can be
explained as follows:
Mahindra & Mahindra has a huge product mix with product lines of personal vehicles,
commercial vehicles, electric vehicles, application trucks, trucks, light trucks and buses.
In the personal cars category, Mahindra & Mahindra has a wide range of Utility vehicles,
Multi-utility vehicles, Sports utility vehicles and sedans. Mahindra Bolero has been the
one of the best UVs in India. Mahindra & Mahindra trucks are known to be powerful,
durable and reliable. Cars such as Scorpio, KUV100, XUV 500, Quanto, Xylo, Rexton,
Korando, Kyron offer a lot of modern features with the toughness that Mahindra
promises. This gives an insight in the product strategy in the marketing mix of Mahindra
& Mahindra. They come in vibrant colors ranging from dazzling silver, fiery orange to
flamboyant red and midnight black.

Being an environment conscious company Mahindra & Mahindra is trying to find

environment friendly alternatives, e2o and eSupro are proof of such commitments. These
are the electric cars that Mahindra & Mahindra is currently offering. E2o is a car whereas
eSupro is a cargo van with zero emissions.
In the commercial cars category Mahindra & Mahindra boosts of Imperio , Alfa, Bolero
pickup, Bolero Camper, Bolero Maxi truck. They are technologically advanced cargo
vehicles used for loading and unloading. Bolero pickup has been a pioneer in the market
for the last ten years now.

Mahindra & Mahindra Price/Pricing Strategy:

Mahindra & Mahindra has targeted different market segments with their different
vehicles.

XUV 500 is for the cosmopolitan population with international quality car and advance
technology and style. Bolero is more for more price conscious, middle class consumers in
smaller towns. Therefore, the pricing strategy in the marketing mix of the automobiles is
done keeping the market segment and the competitors in mind. The automobiles in the
product portfolio ranges from as low as 4.54 lakhs to 40 lakhs. Mahindra Scorpio ranges
from Rs.8.11 lakhs to Rs.15.05 lakhs. Different versions of XUV500 can be bought from
Rs.12 lakhs to Rs. 17.9 lakhs. Mahindra Thar ranges from 5.22 lakhs to 8.38 lakhs.
Mahindra Rexton is the premium range SUV with superior features in the price range
from 20.94 lakhs to 24.74 lakhs. Mahindra & Mahindra’s commercial vehicles are very
popular for their ruggedness and toughness. Mahindra Truxo ranges from 17 lakhs to 22
lakhs. Mahindra & Mahindra follows competitive pricing as its price range is very similar
to its competitors. In fact, some commercial vehicles are priced marginally lower than the
competitors.

Mahindra & Mahindra Place & Distribution Strategy:

Mahindra & Mahindra has a distribution network spanning the length and breadth of
India. Mahindra & Mahindra has 300 dealerships spread across 240 cities. Around 1300
up-country outlets have been set up to serve the rural and semi-urban areas in the country.
Mahindra & Mahindra has an efficient and effective warehouse and clearing and
forwarding facility. SRP group supports Mahindra in logistics and warehousing.

Mahindra & Mahindra has dealerships across the country which are equipped to handle
sales and service for personal and commercial vehicles both. Their network reaches the
remotest of places like Kargil, Port Blair, Barmer and Jaisalmer to name a few. Mahindra
& Mahindra has further broadened its horizon by collaborating with ecommerce
platforms giving further boost to the sales for online customers.

Mahindra & Mahindra has a large customer base in the rural areas but due to poor
infrastructure and lack of facilities it is hard to penetrate the rural market. Therefore,
Mahindra & Mahindra came up with an innovative idea and helped in developing
dealership’s infrastructure in the rural areas through its “Samriddhi Centres”.
Through these centres farmers got valuable information on weather, crops and farm
productivity which attracted the farmers to these dealerships and turned them into loyal
customers.

Mahindra & Mahindra Promotion & Advertising Strategy:

The promotional and advertising strategy in the Mahindra & Mahindra marketing
strategy is as follows:

Mahindra & Mahindra advertises very smartly and adequately. Mahindra & Mahindra’s
“Live young, Live free “campaign became popular in 2012. Mahindra & Mahindra
follows an aggressive promotional strategy in its marketing mix. It showed Mahindra’s
portfolio of vehicles in tough terrains of different parts of India. They made Varun
Dhawan as their brand ambassador to target the younger audience.

The advertisement made with the actor had great content and complimentary music.
Their advertising strategy is not confined to just television. Mahindra & Mahindra do a
lot of print, digital and media advertising as well. They host on ground events like the
Mahindra adventure initiative. Mahindra & Mahindra has a huge fan base on social
media. Various events and contests like the Dubsmash & win KUV100 contest are played
on the social media to create buzz and for customer engagement. It has around 17 million
fans across various brands and over 40 million views on different videos on YouTube.

Mahindra & Mahindra does a lot of promotion through road show. It is a great platform
in terms of customer engagement and creating an extraordinary experience. Mahindra
organized a multiple city road show to promote Quanto. It helped the audience relate to
the holiday theme of the car. Hence, this covers the entire marketing mix of Mahindra &
Mahindra.
 SWOT ANALYSIS

STRENGTH:
Trust people are having in the brand name Mahindra motors.

Strong relationship with dealers

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

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

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

Stylish when compared to Tata product.

More spacious than Tata product.

Safer than Tata product.

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

WEAKNESS:

Dealers are selling vehicles at different prices in a single city.

Changing of original parts by a dealers.

Type of MRF is not having a very good claim processing system. Claim processing is
carried out only twice a week.
Average is less than that of tata product.

Maintenance cost is high.

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

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

OPPORTUNITIES:

Improving road infrastructure.

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

Lenient norms for generation of permits.

THREATS:

Demand contraction due to market upheaval.

Strong presence of Tata product maruti product

 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.

INTRODUCTION
This chapter aims to understand the research methodology establishing a framework of
evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also dealt
with and lead to a logical deduction towards the analysis and results.

OBJECTIVES OF THE STUDY

The study has been under taken to analyze the customer satisfaction towards all variant of
Mahindra Motors with a special reference to the M&M motors, the other objectives are:
• To gather information about customer satisfaction toward Mahindra and
Mahindra Motors.

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

The various tasks that I have undertaken in the research design process are:
Defining the information need
Design the exploratory, descriptive and causal research.

RESEARCH PROCESS

The research process has four distinct yet interrelated steps for research analysis
It has a logical and hierarchical ordering:
Determination of information research problem.
Development of appropriate research design.
Execution of research design.
Communication of results.
Each step is viewed as a separate process that includes a combination of task , step and
specific procedure. The steps undertake are logical, objective, systematic, reliable, valid,
impersonal and ongoing.
EXPLORATORY RESEARCH

The method I used for exploratory research was

Primary Data
Secondary data

LIMITATION OF THE RESEARCH

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 work of mahindra.
There may be some biased response from the respondents.
Some respondents did not provide the full data.
Due to different RTO norms the response of people might differ from those of other
cities and state if any.

HYPOTHESIS

Null Hypothesis
“Mahindra cars are just like all the other SUVs in the market.”

Alternate Hypothesis
“Mahindra cars are better with the different types of SUVs offered in the segment.”
 PRIMARY DATA

Primary data are obtain by a study specifically designed to fulfill the data needs of the
problem at hand. Such data are original in character and are generated in large number of
surveys conducted with a sample. Primary data is a type of data that is collected by
researches directly from main sources through interview, survey, experiments etc.

Primary data are usually collected from main sources where the data originally originates
from and are regarded as the best kind of data & research.The firsthand information was
collected by making the people fill the questionnaires. The primary data collected by
directly interacting with the people.

The data was collected by interacting with respondents who filled the questionnaires and
gave me the required necessary information. The respondents consisted of housewives,
students, businessmen, professionals etc. the required information was collected by
directly interacting with these respondents.

QUESTIONNAIRE:

1) Do you own a sporty vehicle?

2) Factors affecting customer satisfaction towards Mahindra Bolero

3) Customer opinions towards fuel consumption?

4) Customer opinions toward Safety and Comfort?

5) Customer opinions toward Design?

6) Customer opinions toward space availability in Mahindra Bolero?

7) Customer satisfactions toward Maintenance of Mahindra Bolero?

8) Are you aware about power steering present in Bolero?

9) Customer perceptions about Bolero?

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

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.
The statement noted: "The growth in March 2021 over March 2020 has been
unprecedented and is not comparable given the onset of pandemic during mid-March last
year." In the utility vehicles segment, Mahindra sold 16,643 vehicles in March 2021,
compared to 3,111 vehicles in March 2020, the company said in a statement. The
passenger vehicles segment (which includes UVs, cars and vans) sold 16,700 vehicles in
March 2021
Mahindra & Mahindra posted a total of 14,664 units in September 2020 as against 13,963 units during
the same period in 2019 with Year-on-Year positive sales growth of 5 per cent. Compared to the
previous month of August 2020, the homegrown UV specialist recorded 9 per cent Month-on-Month
sales increase. The brand ended up in fifth position behind Kia Motors in the overall manufacturers’
standings and the long serving Bolero alone contributed to nearly 40 per cent of the total volumes. The
MUV catering to a wide set of audience in the rural and urban environment garnered a cumulative
domestic sales of 5,797
Compared to the corresponding period last year when 4,179 units were sold, Mahindra posted 39 per
cent YoY growth and 6 per cent MoM growth for the Bolero. The XUV300 compact SUV was
launched in mid February 2019 and it has been decently received amongst customers in the hotly
contested sub-four-metre SUV segment.
Mahindra’s story begins in 1945, when brothers KC Mahindra and JC Mahindra joined
forces with Ghulam Muhammad to create a steel trading company named Mahindra &
Muhammad. A year and a half later, Muhammad left the company and eventually became
Pakistan’s first finance minister, after India gained independence from the British
Empire. Then, in 1947, the Mahindra brothers embarked on a mission to assemble 75
Willys jeeps at Mazgaon in Mumbai.
Mahindra & Mahindra does basically everything. And I mean everything - cars, buses,
trucks, tractors - it’s actually the biggest tractor manufacturer in the world -, planes,
generators, boats, construction equipment, logistics, real estate, hospitality, defence and
two-wheelers.
In 1985, Mahindra launched the MM540, which was its first car that didn’t have CJ in its
name, because the Jeep license expired and the original name couldn’t be used anymore.

Under the hood it had a 2.1-liter Peugeot diesel engine which was mated to a four-speed
manual gearbox and a two-speed transfer case.

Ten years later, in 1995, the MM540 was upgraded to the MM550 which was meant for
army duty. It had a 2.5-liter diesel engine from Peugeot that could make 72 horsepower,
and a 5-speed manual transmission. The last of the CJ-based Mahindra was the Major,
which debuted in 2001 and lasted until October of 2010. It was powered by a 2.7-liter
diesel engine mated to a 5-speed gearbox.
DATA ANALYSIS & INTERPRETATION

1) Do you own a sporty vehicle?

Interpretation 1:
60% of the people have a vehicle 40% don’t.
Observation:
Most of the respondents approached has vehicle

2) Factors affecting customer satisfaction towards Mahindra Bolero

Interpretation 2: The sample drawn on the probability basis clearly shows that 40% are
the opinion that low maintenance is the satisfaction factor Bolero and 2% of them who
view After Sales Service as a vital factor for customer satisfaction. Followed by Comfort
which corresponds to Style with 19% and 38% 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 comfort features

3) Customer opinions towards fuel consumption?

Interpretation 3: 100% of the respondents 64% of the respondents approached were

satisfied with the fuel consumption of the Bolero. Followed by 16% was extremely
satisfied, 17% are neutral and rest of the 2% 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.
4) Customer opinions toward Safety and Comfort?
Interpretation 4: 100% of the respondents 67% of the respondents approached were
satisfied with the safety and comfort feature of the Bolero. Followed by 12% was
extremely satisfied, 21% are neutral and no one 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 maintain the same safety and comfort.

5) Customer opinions toward Design?

Interpretation 5: 100% of respondents 45% of the respondents approached were
satisfied with the Design of the Bolero. 12% were more satisfied, 38% of them neutral
and 5% 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 dissatisfaction.

6) Customer opinions toward space availability in Mahindra Bolero ?

Interpretation 6: The sample drawn on the probability basis shows that out of 100% of
respondents 64% of the respondents approached were satisfied with the space availability
of the Bolero. 16% were more satisfied, 16% of neither satisfied and dissatisfied and 1%
are dissatisfied with the space availability of the Bolero.
Observation: As 85% 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.

7) Customer satisfactions toward Maintenance of Mahindra Bolero?

Interpretation 7: The sample drawn on the probability basis shows that out of 100% of
respondents 64% of the respondents approached were satisfied with the maintenance of
the Bolero. 17% were extremely satisfied, 16% of neutral and 3% are dissatisfied with the
maintenance.
Observation: Though majority of the customer are satisfied that the maintenance cost of
Mahindra Bolero is less, around 3% are not satisfied which may be because of
comparison of Bolero with the newly launched competing brands coming with even
lower maintenance cost.

8) Customer perceptions about Bolero?

Interpretation 8: The sample drawn on the probability basis shows that out of 100% of
respondents 60% of the respondents gave Good response to Bolero. 26% gave Very Good
response, 14% gave Average response and 12% gave bad response to Bolero.
Observation: As 80% 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.

9) Are you aware about power steering present in Bolero?

Interpretation 9: Out of 100% of respondents, 68% of the respondents approached were
aware of the power steering present in some variant of Bolero and 32% 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.

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

Interpretation 10: Most of the people are happy with the product some suggested
facelift and make jt more feature loaded.
Observation: Some respondents suggested that they should facelift the product and make
it for feature loaded.
 LEARNING FROM THE RESEARCH

As we all know that Mahindra is a very well know name and a brand in the industry. It is
one of the big market players in the automobile industry in India from a very long time.
The brand has had a very substantial growth in terms customer satisfaction.
The brand caters the highly required and recommended features in Indian terrains. The
off roading capability, power steering and the spacious seating is one of the unique
features of the automobiles by Mahindra, which makes the brand standout from the rest
in the market.
With the features mentioned above, the price of the SUV segments are reasonably very
low in the Indian automobile market.
Maintaining a good customer relationship and looking after the customer satisfaction is
something the brand never fails to do. The brand assures after sales services to keep the
automobile parts maintained, which also adds on for them as good customer relation to
build upon.
They value their customer, which is providing the best and best of client service and
experience for a good brand image.
Mahindra & Mahindra is a brand that has held a good market value for a very long time.
It has helped the automobile sector grow in various ways. The contribution to the sector
by the brand is still a big topic to spoken.
The brand holds a big place in the market and is expected to become the super player in
the category it serves.
 ROAD MAP AHEAD FOR THE BRAND AND THE SECTOR

Mahindra’s project W601 and Z101, which are the new XUV500 and Scorpio programs
respectively, are in the pipeline for a 2021 launch and the company is bullish about
making it big with these new models.
However, it had already been sharing development costs with Ford, which is learnt to
have been developing a new C-segment SUV based on the W601 platform. Moreover,
with M&M introducing a whole range of new BS VI-compliant turbocharged petrol
engines last year, it was also meant to supply the 1.2-litre turbocharged petrol unit to
Ford for application in its updated EcoSport compact SUV.

While it had put its plans to develop the Ford Aspire-based EV on hold way in advance
citing huge “unviable” investments in the project, M&M is, however, aiming to double
down on the EV space which is pegged to touch an inflection point in the short term.

The M&M top management concluded the conference with the idea that it could also
look at its options of collaborating with Ford with respect to EVs, or be open to a tie-up
with other manufacturers as well in this regard.
In a big push for the sector, the union minister for road, transport, and highways Nitin
Gadkari in November 2020 had announced that the government will be setting up at least
one EV charging kiosk at each of the 69,000 petrol pumps across the country.
 RECOMMENDATION

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.
 CONCLUSIONS

Mahindra and Mahindra Motors has a very good market share in the SUV segment.
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 60% 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 12% 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.
 BIBLIOGRAPHY

Books:
1. Philip Kotler, Kevin Keller (2009), 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 printceha.
4. Country analysis 1997 “ A framework to identify and evaluate the national business
environment”
Hardward business review.

MAGAZINES:
A) OUTLOOK BUSINESS (FEB, 2009)
B) BUSINESS STANDARD (April-July 2009)
C) 4P’S OF BUSINESS AND MARKETING (June 2009)
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