A STUDY ON

CUSTOMER SATISFACTION WITH SPECIAL REFRENCE TO

MAHINDRA & MAHINDRA’S BOLERO

A report submitted in partial fulfillment of the requirement of

BACHELOR OF BUSINESS ADMINISTRATION

(2016-2019)
Submitted To: Submitted By:
Prof. Aditya Chaterjee Devashish Joshi
Faculty of BBA BBA – Vth Sem.

SHRI GURU RAM RAI INSTITUTE OF TECHNOLOGY &

SCIENCE, DEHRADUN

Page | 1
 FACULTY GUIDE CERTIFICATE

I have the pleasure of certifying that Mr. Devashish Joshi is a bonafide student of V
Semester of the Bachelor Degree in Business Administration, of Shri Guru Ram Rai
Institute of Technology & Science Dehradun.

He has completed his Summer Training Project work entitled ‘CONSUMER

SATISFACTION WITH SPECIAL REFERENCE TO MAHINDRA & MAHINDRA’S
BOLERO’ under my guidance.

I certify that this is his original work and has not been copied from any other source.
This project has also not been submitted in any other university for the purpose of
award of any degree.

This project fulfills the requirement of curriculum prescribed by H.N.B. Garhwal

University, Dehradun for the said course.

Signature:

Name of the Guide: Prof. Aditya Chaterjee

Date:

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 DECLARATION

I, Devashish Joshi, a student of Shri Guru Ram Rai Institute of Technology &
Science, hereby declare that the summer training report entitled, ‘Consumer
Satisfaction With Special Reference to Mahindra & Mahindra’s Bolero’ is the
result of my own efforts and is based on the information collected from relevant
sources and the guidance given by the concerned authorities.

Further, the information presented in this report is correct to the best of my

knowledge and belief.

Date: Devashish Joshi

Place: Dehradun Student of
SGRRITS

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 ACKNOWLEDGEMENT

Any task that is undertaken reaches successful completion not only by the effort
of an individual but by the guidance and support of others.

Here I acknowledge a few of those who have helped me to carry out this project work
successfully.

I express my deep thanks to Mr. Upendra Dutt Dobhal, Business Manager, for
giving this opportunity to undertake this project in this prestigious organization and
providing a good environment for my work.

I would also like to thank to sales manager & guide Mr. Imran Khan & entire staff of
Mahindra and Mahindra for their invaluable help and support extended during the
course of training and project completion.

Last but not the least, I am thankful to my faculty guide Prof. Aditya Chaterjee for
being the source of inspiration and motivation to strive for excellence.

Devashish Joshi
BBA – Vth Sem.

Page | 4
 CONTENTS

S.N. Chapter Page No.

1 Bona fide & forwarding certificate 1-2
2 Faculty guides certificate 3
3 Declaration 4
4 Acknowledgement 5
5 Contents 6
6 Introduction 7-10
7 Company Profile 11-20
8 Product Profile 21-29
9 Dealer Profile 30-33
10 Swot analysis 34
11 Research Methodology 35-39
12 Finding 40
13 Data Analysis 41-49
14 Recommendation 50
15 Limitations of Survey 51
16 Conclusion 52
17 Bibliography 53
18 Annexure 54-55

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 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 became difficult for the companies to retain
the customers for longer time. So to retain the customer for longer time the
marketer has to do only one thing i.e. customer satisfaction. If a customer is fully
satisfied by the product it not only rubs in the organization successfully but also
fetches many benefits for the company. They are less process sensitive and they
remain customer for a longer period. They buy addition products overtimes as
the company introduce related produce related products or improved, so
customer satisfactions is gaining a lot of importance in the present day.

Every company is conducting survey on customer satisfaction level on their

products. To make the products up to the satisfaction level of customers.

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

Customer Satisfaction Strategies Followed By M&M

The different strategies followed by M&M consists of Customer

relationship management, strategy to providing better facility to the owner, and
strategy to provide better after sales service to customer.

Customer Relationship Management

CRM as a tool was used to create positive word-of-mouth, to monitor

customer experiences and generate referrals. A series of CRM activities were
implemented with regular direct communication, events and customer satisfaction
surveys, Events, Festive offers, Rewards Program, etc.

Introduction of Automobile Industry

The automobile industry has changed the way people live and work. The
earliest of modern cars were manufactured in the year 1895.

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

The dawn of automobile actually goes back to 4000 years when the first wheel was
used for transportation in India. In the beginning of 15th century, Portuguese arrived
in China and the interaction of the two cultures led to a variety of new technologies,
including the creation of a wheel that turned under its own power. By 1600s small
steam-powered

Page | 6
engine models were 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 automobile industry 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 facelift of Elantra 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
car plant with a manufacturing capacity of 5 lakh units per annum for an investment
of Rs 6,500 Crore (Rs 3,200 Crore for diesel engines and Rs 2,718 Crore for the car
plant itself).

Hyundai and Tata Motors have announced plans for investing a similar amount over
the next 3 years. Hyundai will bring in more than Rs 4,800 Crore to India.

Tata Motors will be investing more than Rs 3,000 Crore in its small
car project.

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General Motors will be investing Rs 200 Crore, Ford about Rs 450 Crore and Toyota
announced modest expansion plans even as Honda Siel has earmarked Rs 3,000
Crore over the next decade for India - a sizeable chunk of this should come by
2019 since the company has also entered the lucrative small car segment.

Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors
have each announced well over Rs 2,000 Crores of investment. Mahindra &
Mahindra's joint venture with International Trucks is expected to see an infusion of
at least Rs 500 Crore.

Industry performance in 2017-2018:

Auto major Mahindra & Mahindra reported 14 per cent increase in total sales at
48324 units in August 2018. The company had sold 42,207 units in the same month
last year, M&M said in a statement. In the domestic market, sales were at 45,373
units last month, up 15 per cent, as compared to 39,615 units in August 2017.

Exports also increased 14 per cent at 2,951 units in August against 2,592 units in the
same month last year. Sales of passenger vehicles (which includes UVs, cars and
vans) were at 19,758 units, up 2 per cent, as compared to 19,406 units in the same
month last year. Commercial vehicle sales were at 20,326 units in August, up 25 per
cent, against 16,303 units in the year-ago period, M&M said.

M&M President Automotive Sector Rajan Wadhera said, "The auto industry remained
subdued in August with low sentiments due to some external factors. Our commercial
vehicles portfolio including our trucks and buses continue to post robust growth".

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 Objectives of the Study

The study has been under taken to analyze the customer satisfaction towards all
variants of Mahindra Motors in Dehradun (Uttarakhand) 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 Dehradun (Uttarakhand).

 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.

COMPANY PROFILE

History of Mahindra & Mahindra Automotive

Mahindra & Mahindra was set up as a steel trading company in 1945 in Ludhiana as

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Mahindra & Mohammed by brothers Kailash Chandra Mahindra & J.C. Mahindra and
Malik Ghulam Mohammed. After independence when Pakistan was formed,
Mohammed emigrated to Pakistan where he became that country's first finance
minister. The company changed its name to Mahindra & Mahindra in 1948. It
eventually saw a business opportunity in expanding into manufacturing and selling
larger MUVs, starting with the assembly under licence of the Willys Jeep in India.
Soon established as the Jeep manufacturers of India, the company later commenced
manufacturing light commercial vehicles (LCVs) and agricultural tractors.

Over the past few years, the company has taken interest in new industries and in
foreign markets. They entered the two-wheeler industry by taking over Kinetic
Motors in India. M&M also has a controlling stake in the REVA Electric Car
Company and acquired South Korea's SsangYong Motor Company in 2011. In 2010–
11 M&M entered in micro drip irrigation with the takeover of EPC Industries Ltd in
Nashik.

In October 2014, Mahindra and Mahindra acquired a 51% controlling stake in

Peugeots Motorcycles. In December 2015, Mahindra and Mahindra Ltd and affiliate
Tech Mahindra Ltd, through a special purpose vehicle (SPV), have agreed to buy a
76.06% stake in Italian car designer Pininfarina SpA, for €25.3 million
(around Rs.186.7 crore).

In January 2017, Mahindra and Mahindra Ltd (M&M) acquired a 75.1 equity stake in
Hisarlar Makina Sanayi ve Ticaret Anonim Şirketi (Hisarlar), a farm equipment
company, marking its entry into Turkey.

In September 2017 Mahindra and Mahindra Ltd acquired Erkunt Traktor Sanayii AS,
a Turkish tractor maker and its foundry business for ₹800 crore.

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 SUV Products of Mahindra & Mahindra

Mahindra Bolero

The Mahindra Bolero is an off-road vehicle produced by Mahindra & Mahindra. The
basic design is based on the Mahindra Armada Grand. The first-generation Bolero
was equipped with a Peugeot 2.5 L IDI engine which produced 75 bhp (56 kW). The
second generation was released with slightly modified exteriors (a larger grille being
the most obvious change) and the major change was the engine, a 2.5 L in-house
engine from Mahindra. It is powered by a 72 bhp (54 kW) 2,523 cc
(154.0 cu in) turbo-charged direct injection diesel engine. In September 2011, the
third generation Bolero was released, with a more thoroughly re-designed front with
jeweled headlamps. In India it is powered by the 63 bhp (47 kW) M2DiCR diesel
engine with a "soft turbo", mated to a five-speed transmission. This latest engine
meets the Bharat IV emissions standards.

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Mahindra Scorpio

The Mahindra Scorpio is an SUV manufactured by Mahindra & Mahindra Ltd. It was
the first SUV from the company built for the global market. The Scorpio was
conceptualized and designed by the in-house integrated design and manufacturing
team of M&M. The car has been the recipient of three prestigious Indian awards: the
"Car of the Year" award from Business Standard Motoring as well as the "Best SUV
of the Year" and the "Best Car of the Year" awards, both from BBC World Wheels.
The 3rd gen of the Scorpio was launched on 25 September 2014 with redesigned
front and rear fascia and a new dashboard. A revised automatic variant of the
Scorpio was launched in 2015.

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Mahindra KUV 100

Mahindra KUV100 (pronounced as KUV one double O), where 'KUV' stands for 'Kool
Utility Vehicle' is a compact-Mini sport utility vehicle automobile designed and
manufactured by the Indian Mahindra & Mahindra. KUV100 has 14 versions available
in India. It has 7 Petrol cars and 7 Diesel cars. It comes in 7 colours, namely,
Flamboyant Red, Aquamarine, Fiery Orange, Pearl White, Dazzling Silver, Designer
Grey and Midnight Black.

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Mahindra XUV 500

The Mahindra XUV500 (pronounced as XUV five double O) is a mid-size, sports

utility vehicle produced by the Indian automobile company Mahindra & Mahindra. The
XUV500 was designed and developed at Mahindra's design and vehicle build centre
in Nashik and Chennai, and is manufactured in Mahindra's Chakan & Nashik plant,
India.

During its development, the car was code named 'W201'. It is the
first monocoque chassis-based vehicle the company has produced.

First launched in 2011, the XUV500 mid-size SUV was introduced as the home-
grown automaker’s flagship model in India. Over the years, the SUV has garnered a
lot of accolades and popularity among enthusiasts and critics alike for its bold design
and expansive feature list. The XUV500 received its mid-life update in 2015, which
further increased the premium quotient of the SUV. Very stylish, loaded with features
and a powerful and capable engine makes the Mahindra XUV500 a good package for
those who seek a premium and robust SUV under the Rs. 20 lakh mark. The
XUV500 also comes with an efficient automatic transmission and an all-wheel
drive system along with a host of comfort and safety features.

The XUV500 is less well known outside India than the Mahindra Scorpio. The
XUV500 was relatively popular in the South African market with sales exceeding
1200 units by February 2013.

Mahindra's XUV 500 secured first place in the 2014 Desert Storm Rally - one of
India's toughest tests for both man and machine. The car also clocked the fastest
time in three sections of the rally.

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Mahindra Thar

The Mahindra Thar is a compact and mid-size four-wheel drive off-road Jeep CJ-
like SUV manufactured by Indian automaker Mahindra & Mahindra Limited. The
vehicle was launched in the Indian market on October 4, 2010 to fill the void left by its
predecessor the Mahindra MM540. The Thar has been voted one of the top 10 SUVs
available in the Indian market. Three variants - DI 2WD, DI 4WD and CRDe, are
available with soft top version. Thar also comes with a 7-seater option, though it can
be converted into a two-seater.

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Mahindra TUV 300

Mahindra TUV300 (TUV three double O) is a Mini sport utility vehicle manufactured
by Mahindra & Mahindra. The vehicle was announced in Aug 2015 and was launched
in Madhya Pradesh on 10 September 2015.

TUV300 comes in manual & automatic transmission. Between the two transmissions,
there are total seven variants. There are five variants in manual transmission and two
in automatic transmission. The manual transmission variant has power output of
84 Bhp whereas the automatic transmission variant has power output of 81 Bhp.
TUV300 comes with top variant T10 and t8 with a 100 Bhp.

Mahindra and Mahindra launched the TUV300 Plus on the 20th of June 2018. It is an
extended version of the TUV300 with nine seats instead of seven. It stretches the
tape at 4,440mm and is powered by a larger 2.2-litre m-HAWK engine that makes
120hp – 20hp up on the standard TUV. It’s got an extra 400mm, but there isn’t much
to differentiate the Plus from the standard car when it comes to the styling.

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 Milestone, Awards & Accolades

M&M’s 61st year was studded with a number of noteworthy achievements,

prestigious prizes and glittering awards.

Dual Honors for Chairman Mr. Keshub Mahindra Chairman, Mr. Keshub
Mahindra was awarded the “Business Visionary Award 2006” instituted by the
National Institute of Industrial Engineering (NITIE), 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 2007, held in Kolkata.

Slew of Honors for Mr. Anand Mahindra

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

 The prestigious CNBC Asia Business Leader of the Year Award for the Year
2006 as well as the CNBC TV India “Business Leader of the Year Award”.
 The ‘CEO of the Year’ award at the India Brand Summit 2006 co-sponsored by
Business Standard and ITM Business School in association with Times Now
and DNA newspaper.
 The LMA Entrepreneur of the Year 2006 award, instituted by the Ludhiana
Management Association (LMA).
 The Most Inspiring Corporate Leader of the Year’ Award by NDTV Profit
 The NDTV Profit – Car & Bike Award 2007 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, 2007.

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 2006

Mahindra & Mahindra was rated as the leading Indian company in the Automobile
-Tractors sector in the ‘Dun & Bradstreet – American Express Corporate Awards
2006’. 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 2006.

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Mahindra Receives Amity HR Excellence Award

Mahindra & Mahindra was honored with the Amity HR Excellence Award at the
Fourth Amity Global HR Summit 2007 held at the Amity International Business
School, Noida. The Amity HR Excellence Award recognized Mahindra as one
the most admired companies across the global on account of its innovative
strategies for Human Resources Management and Development.

Global HR Excellence Award for M&M

Mahindra & Mahindra won the Global HR Excellence Award for Innovative
HR practices (Manufacturing Sector), in the Asia Pacific HRM Congress, held in
Mumbai.

These awards recognize organizations and individuals who have embraced

change, encouraged constructive challenges and demonstrated entrepreneurial
skills in the corporate world.

M&M Wins Bombay Chamber Good Corporate Citizen Award 2006-07

M&M was presented with the coveted Bombay Chamber Good Corporate Citizen
Award 2006-07 at a glittering ceremony held to celebrate the Chamber’s 172nd
Foundation Day on September 21, 2007. Mr. Bharat Doshi, Executive Director, M&M
Ltd. and Mr. Rajeev Dubey, Member of the Group Management Board and Chairman,
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 2006. This award validates the company’s ‘Best-in-
Class’ corporate governance practices and reflects its transparent and ethical
dealings with stakeholders across the entire value chain. It recognizes the
Management’s commitment to the highest standards of corporate conduct and its
commitment to Corporate Social Responsibility as a distinct activity that helps build
commendable social values and adds to the ethical fiber of the organization.

Best Automotive Manufacturing Supply Chain Excellence Award

Mahindra & Mahindra has been 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 Express, Logistics & Supply Chain Awards held in Mumbai on
September 28, 2007. A. C. Neilson is accredited with the research for the award
nominees and winners.

High Rankings for Mahindra

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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

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 PRODUCT PROFILE

Bolero Variants

I. Bolero SLX

Features and Specification

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

Steering and Suspension

Steering Type Rack and pinion, power

Power Steering Yes
Front Suspension Independent with coil spring
Rear Suspension Leaf spring

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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.

II. Bolero SLE

Feature and Specification

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

Fuel Efficiency:

City Mileage 9.5 kmpl

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 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

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

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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.

III. Bolero ZLX

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
Fuel System DI
Horse Power 63.12@3200 ps@rpm
Torque 137.5@2000-2500

Steering and Suspension

Steering Type Rack and pinion, power

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

Page | 23
Dimensions:

Length 4056 mm
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.

IV. Bolero Power+ SLE

Feature and Specification

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

Fuel Efficiency:

City Mileage 12.7 kmpl

Highway Mileage 16.5 kmpl
Fuel Capacity 60 liters
Fuel Type Diesel
Fuel Grade -

Engine Parameters:

Displacement 1493cc
Bore -
Stroke -
Cylinder Configuration 3 inline

Page | 24
 Valve Gear Operation 2, SOHC
Compression Ratio -
No. of Valves 8
Aspiration Turbo Charged
Fuel System DI
Horse Power 70bhp@3600 rpm
Torque 195nm@1400 rpm

Steering and Suspension

Steering Type Rack and pinion, power

Power Steering No
Front Suspension Independent with coil spring
Rear Suspension Leaf springs

Dimensions:

Length 3995 mm
Height 1880 mm
Width 1745 mm
Wheel Base 2680 mm
Clearance 180 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

Comfort Features

Air-Conditioning Yes

Except Air conditioning, no other comfort features are present in the Bolero Power+
SLE.

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 V. Bolero Power+ SLX

Feature and Specification

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

Fuel Efficiency:

City Mileage 12.7 kmpl

Highway Mileage 16.5 kmpl
Fuel Capacity 60 litre
Fuel Type Diesel
Fuel Grade -

Engine Parameters:

Displacement 1493cc
Bore -
Stroke -
Cylinder Configuration 3 inline
Valve Gear Operation 2, SOHC
Compression Ratio -
No. of Valves 8
Aspiration Turbo Charged
Fuel System Direct Injection
Horse Power 70bhp@3200 rpm
Torque 195nm@1400rpm

Steering and Suspension

Steering Type Power assist (Electric)

Power Steering No
Front Suspension IFS coil spring

Rear Suspension Rigid Leaf springs

Dimensions:

Length 3995 mm
Height 1880 mm
Width 1745 mm
Wheel Base 2794 mm
Clearance 180 mm
Boot -

Page | 26
 Front Head Room -
Front Leg Room -
Rear Head Room -
Rear Leg Room Min: 74mm Max: 94mm
Kerb 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 and one 12v power outlet, no other comfort features are
present in the Bolero Power+ SLX.

VI. Bolero Power+ ZLX

Feature and Specification

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

Fuel Efficiency:

City Mileage 12.7 kmpl

Highway Mileage 16.5 kmpl
Fuel Capacity 60 litre
Fuel Type Diesel
Fuel Grade -

Engine Parameters:

Displacement 1493cc
Bore -
Stroke -
Cylinder Configuration 3 inline
Valve Gear Operation 2, SOHC
Compression Ratio -
No. of Valves 8

Page | 27
 Aspiration Turbo Charged
Fuel System Direct Injection
Horse Power 70bhp@3600 rpm
Torque 195Nm@1400rpm

Steering and Suspension

Steering Type Rack and pinion, power

Power Steering No
Front Suspension IFS Coil Spring

Rear Suspension Rigid Leaf Spring

Dimensions:

Length 3995 mm
Height 1880 mm
Width 1745 mm
Wheel Base 2680 mm
Clearance 180 mm
Boot -
Front Head Room -
Front Leg Room -
Rear Head Room -
Rear Leg Room Min: 74mm Max: 94mm
Kerb weight Min: 1615kg Max: 1615 kg
Gross weight -

Drive Train

Type Manual
Gears 5
Drive Line RWD

Comfort Features

Air-Conditioning Yes (incl. heater)

12v Power Outlets 1
Anti Glare Mirrors Manual-Internal Only

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.

Page | 28
 DEALER PROFILE (PREMIER MOTORS PVT. LTD.)

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
every day to better our self.

Commanding Presence:

Premier Motors Pvt. Ltd., as a centralized air-conditioned showroom of M&M

automotive its kind in Uttarakhand, spread gracefully and decorated elegantly over
an impressive 8100 sq. ft at Ajabpur Kalan. 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 air conditioning, it has free high speed
wifi to keep you 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 genuine spare parts and accessories to ensure exceptional performance.

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

Page | 29
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.

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 & SUVs, M&M have been
engaged in a single-minded endeavor to bring you cars that only state-of-the-art but
are also some of 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 Premier Motors are-

 Test Driving
 Free Driving
 Hoarding
 Discounts
 Advertisement in Newspaper and magazines
 Gift Schemes
 Free Services
 Mileage Contents

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

Service Offered:

Three free service and paid service after sale of Cars.

Page | 30
  Free checkups campaigns
 Finance through bank
 Demonstration for new product
 Acceptance of warranty claims

Working Time in Premier Motors:

 Working hours in Premier Motors are 12 hours per day starting from 9:30 am
to 6:30pm with one-hour break for lunch and 15 minutes for evening tea and
coffee.

Products Available at Premier Motors Pvt. Ltd.

 Premier Motors has franchise of M&M Company. M&M Company

manufacturer various types of SUVs which have a high demand compared to
others.

These are as follows:

Mahindra “Bolero”

BOLERO POWER+ VARIANTS EX-SHOWROOM PRICE

SLE 8.46 LAKH
SLX 9.02 LAKH
ZLX 9.27 LAKH

Mahindra “Scorpio”

SCORPIO VARIANTS EX- SHOWROOM PRICE

SCORPIO S3 10.00 LAKH
SCORPIO S5 11.95 LAKH
SCORPIO S7 120/140 BHP 13.05/13.35 LAKH
SCORPIO S11 15.13 LAKH
SCORPIO S11 4WD 16.35 LAKH

Mahindra “KUV 100 NXT”

KUV 100 VARIANTS EX-SHOWROOM PRICE

KUV K2 5.45 LAKH
KUV K2+ 5.83 LAKH
KUV K4+ 6.40 LAKH
KUV K6+ 6.98 LAKH
KUV K8 7.69 LAKH

Page | 31
Mahindra “XUV 500”

XUV VARIANTS EX-SHOWROOM PRICE

XUV W5 12.58 LAKH
XUV W7 13.84 LAKH
XUV W7 AT 15.04 LAKH
XUV W9 15.51 LAKH
XUV G AT 15.69 LAKH
XUV W9 AT 16.70 LAKH
XUV W11 16.74 LAKH
XUV W11(O) 16.99 LAKH
XUV W11 AT 17.94 LAKH

Page | 32
 SWOT ANALYSIS

Strength:

1. Trust people are having in the brand name Mahindra motors.

2. Strong relationship with dealers
3. Number of authorize service station is in good number than that of competitors
4. Product is based on M-HAWK and CRD engine which are successfully
running on roads.
5. Most of the market is credit driven so easy finance provided by Mahindra
motors (Mahindra finance) itself and others is an edge over competitors.
6. Stylish when compared to Tata product.
7. More spacious than Tata product.
8. Safer than Tata product.
9. The size of fuel cylinder is large. Therefore, to go number of times to a petrol
pump for filing.

Weaknesses:

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

2. Changing of original parts by certain dealers.
3. Type of MRF is not having a very good claim processing system. Claim
processing is carried out only twice a week.
4. Average is less than that of tata product.
5. Maintenance cost is high.
6. Vehicle is out of the reach middle class because initial of Mahindra sports
utility vehicle is above 4 lakhs.
7. Rising cost of raw materials resulting in low margins. Therefore, discounts
can’t be offered.

Opportunities:

1. Improving road infrastructure.

2. 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.
3. Lenient norms for generation of permits.

Threats:

1. Demand contraction due to market upheaval.

2. Strong presence of Tata product Maruti product.

Page | 33
 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.

Research Design

I propose to first conduct an 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.

Page | 34
Exploratory Research

The method I used for exploratory research was

 Primary Data
 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.

“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:

Elements of the problem:

 Identification of information needed to solve the problem

 Selection or development of instruments for gathering the information
 Identification of target population and determination of sampling Plan.
Page | 35
  Design of procedure for information collection
 Collection of information
 Analysis of information
 Generalizations and/or predictions

Data Collection

Data collection took place with the help of filling of questionnaires. The
questionnaire method has come to the more widely used and economical means of
data collection. The common factor in all varieties of the questionnaire method is
this reliance on verbal responses to questions, written or oral. I found it essential to
make sure the questionnaire was easy to read and understand to all spectrums of
people in the sample. It was also important as researcher to respect the samples
time and energy hence the questionnaire was designed in such a way, that its
administration would not exceed 4-5 mins. These questionnaires were personally
administered. The firsth and information was collected by making the people fill
the questionnaires.

The primary data collected by directly interacting with the people. The respondents
were contacted at shopping malls, markets, places that were near to
showrooms of the consumer durable products etc.The data was collected by
interacting with 100 respondents who filled the questionnaires and gave me
the required necessary information. The respondents consisted of
housewives, students, businessmen, professionals etc. the required information
was collected by directly interacting with these respondents.

Sample Size:

This involves figuring out how many samples one need.

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

 Project goals.
 How you plan to analyze your data?
 How variable your data are or are likely to be?
 How precisely you want to measure change or trend?
 The number of years over which you want to detect a trend.
 How many times a year you will sample each point?
 How much money and manpower you have?

I have targeted 100 people 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 city 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.

Page | 36
Errors in the Study

1. Interviewer error

There is interviewer bias in the questionnaire method. Open-ended questions can be

biased by the interviewer’s views or probing, as interviewers are guiding the
respondent while the questionnaire is being filled out. The attitudes the interviewer
revels to the respondent during the interview can greatly affect their level of interest
and willingness to answer openly. As interviewers, probing and clarifications
maximize respondent understanding and yield complete answers, these advantages
are offset by the problems of prestige seeking, social desirability and courtesy
biases.

2. Questionnaire error

The questionnaire designing has to careful so that only required data is concisely
reveled and there is no redundant data generated. The questions have to be worded
carefully so that the questions are not loaded and does not lead to a bias in the
respondent’s mind.

3. Respondent error

The respondents selected to be interviewed were not always available and willing to
co-operate also in most cases the respondents were found to not have the
knowledge, opinion, attitudes or facts required additionally uninformed response
errors and response styles also led to survey error.

4. Sampling error

We have taken the sample size of 100, which cannot determine the buying behavior
of the total population. The sample has been drawn from only the city region of
Dehradun.

Research Design

Research design is a conceptual structure within which research was conducted. A

research design is the detailed blueprint used to guide a research study towards its
objective. It is a series of advanced decision taken together comprising a master plan
or a model for conducting the research in consonance with the research objectives.

Research design is needed because it facilitates the smooth sailing of the various
research operations, thereby making research as efficient as possible yielding
maximum information with the minimum effort, time and money.

Page | 37
Scope and the Limitation of the study

 The scope of study is limited to the respondents are selected from in and
around Dehradun (Uttarakhand)
 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 100 respondents.
 Mahindra and Mahindra Automobile showrooms are located in other places
i.e. locally and even in the neighboring states. However, only opinions of
respondents of Dehradun city were considered for finding out the conclusion.

Page | 38
 FINDINGS

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

observations are made:

 Mahindra Bolero has excellent percentage of customer satisfaction

according to the data shown in table 1 of the data analysis and
interpretation topic.
 Most of the people are satisfied with its low maintenance cost and after
sales service provided by Mahindra Bolero.
 Based on the fuel consumption, most of the people are satisfied with it.
 Based on Safety and Comfort, Design, Space, Maintenance most of the
people are satisfied with it.
 Large numbers of Bolero user are aware of its power steering.
 If we took the satisfaction level of people toward Bolero, it becomes good.
 Its features and style satisfy most of the people.

Page | 39
 DATA ANALYSIS & INTERPRETATION

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

Yes No
78% 22%

Source: Questionnaire

Figure:1

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

Page | 40
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

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

Page | 41
Table No: 3 Customer opinions towards fuel consumption.

Factor Percentage
Extremely Satisfied 27%
Satisfied 49%
Neutral 17%
Dissatisfied 7%
Total 100%

Source: Questionnaire

Figure: 3

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.

Page | 42
Table No: 4 Customer opinions toward Safety and Comfort.

Factor Percentage
Extremely Satisfied 23%
Satisfied 47%
Neither Satisfied & Dissatisfied 20%
Dissatisfied 10%
Total 100%

Source: Questionnaire

Figure: 4

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.

Page | 43
Table No: 5 Customer opinions toward Design.

Factor Percentage
Extremely Satisfied 20%
Satisfied 40%
Neutral 27%
Dissatisfied 13%
Total 100%

Source: Questionnaire

Figure: 5

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.

Page | 44
Table No: 6.

Factor Percentage
More Satisfied 27%
Satisfied 53%
Neither Satisfied & Dissatisfied 17%
Dissatisfied 3%
Total 100%

Source: Questionnaire

Figure: 6

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.

Page | 45
Table No: 7 Customer satisfactions toward Maintenance of Mahindra Bolero

Factor Percentage
Extremely Satisfied 23%
Satisfied 51%
Neutral 21%
Dissatisfied 5%
Total 100%

Source: Questionnaire

Figure:7

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.

Page | 46
Table No: 8 Customer awareness about power steering.

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

Aware 120 80%
Unaware 30 20%

Total 150 100%

Source: Questionnaire

Figure: 8

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.

Page | 47
Table No: 9 Customer perceptions about Bolero

Very Good Good Average Bad Very Bad

20% 47% 21% 12% -

Source: Questionnaire

Figure: 9

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.

Page | 48
RECOMMENDATIONS

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 in the factor, services
and design of the product. The company should take steps in not only maintaining
the existing standards but also enhancing 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.

Page | 49
 LIMITATIONS OF THE SURVEY

Though best effort has been made to make the study fair transparent and error free
yet there might be some inevitable limitations. Although measures were
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 – Dehradun (Uttarakhand)
 There may be some biased response from the respondents.
 Some respondents did not provide the full data.
 Due to different RTO norms of Dehradun as well as Uttarakhand the
response of people might differ from those of other cities and state, if any.

Page | 50
 CONCLUSION

Mahindra and Mahindra Motors have a very good market share in the state of
Uttarakhand for 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 compared to other brands. As 67% of
the respondents are satisfied that they are happy with Bolero, it shows that the
customer satisfaction levels are very high. If the company were to identify the
pitfalls in their product and undertake remedial measure, 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.

Page | 51
 BIBLIOGRAPHY

Books:

1. Philip Kotler, Kevin Keller: “Marketing Management” (Thirteenth Edition-

2009)
2. Dr. Vipul Jain: “God the Mantra of Branding”, Notion Press, Chennai.
3. Rajan Saxena: “Marketing Management”, The Mc Graw Hill Company
(Third Edition)
4. Country analysis 1997 “A framework to identify and evaluate the national
business environment

Magazines:

1. Outlook Business (Feb, 2018)

2. Business Standard (April-July 2018)
3. 4Ps Of Business and Marketing (June 2018)
4. Business Today

Internet:

1. Mahindra and Mahindra’s official website

2. www.businessworld.com
3. www.autoworld.com
4. www.topgear.com
5. www.gaddi.com

Page | 52
 ANNEXURE

Questionnaire

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
c) Looks
d) After Sales Service

3. Customer opinion 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

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

Page | 53
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?

Page | 54