Satisfaction Review of Tvs Mahindra
Satisfaction Review of Tvs Mahindra
ON
“A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL
REFRENCE TO
TVS & SONS
MAHINDRA & MAHINDRA”
SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD
OF
THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF:
Dr.Srikanth Parthasarathy
Assistant Professor, RDIAS
SUBMITTED BY:
Kailash k
Enrollment No. RSB1801006
PGDM,Trimester – III
Chapter 1: Introduction
1.1 About the Industry 5-7
1.2ABOUT MAHINDRA & MAHINDRA 8-9
1.3Major Players in Indian Automotive 10
Industry.
1.4 PRODUCT PROFILE 11-15
1.5 About Organization/ Company Profile 16-19
Kailash K
RSB1801006
PGDM,(1Yr)
ACKNOWLEDGEMENT
I offer my sincere thanks and humble regards to Rajalakshmi School Of
Business , Chennai for imparting us very valuable professional training in
PGDM.I pay my gratitude and sincere regards to “Dr.Srikanth Parthasarathy”
my project Guide for giving me the cream of his knowledge. I am thankful to
him as he has been an constant source of advice, motivation and inspiration.I am
also thankful to him for giving suggestions and encouragement throughout the
project work.
Kailash k
RSB1801006
PGDM,(1Yr)
1.1 INTRODUCTION OF AUTOMOBILE
INDUSTRY
The automobile industry has changed the way people live and work. The earliest of
modern cars was manufactured in the year 1895.
Shortly the first appearance of the car followed in India. As the century turned, three
cars were imported in Mumbai (India). Within decade there were total of 1025 cars in
the city.
The dawn of automobile actually goes back to 4000 years when the first wheel was
used for transportation in India. In the beginning of 15th century, Portuguese arrived in
China and the interaction of the two cultures led to a variety of new technologies,
including the creation of a wheel that turned under its own power. By 1600s small
steam-powered engine models was developed, but it took another century before a full-
sized engine-powered vehicle was created.
Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year
1893. It was the first internal-combustion motor car of America, and it was followed by
Henry Ford’s first experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver
Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and
hood, and an aluminum body.
Chauffeurs usually drove it and emphasis was on comfort and style rather than speed.
During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-
steel wheels, and four-wheel brakes.
This was the Indian automobile history, and today modern cars are generally light,
aerodynamically shaped, and compact.
Facts & Figures
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 Motors have announced plans for investing a
similar amount over the next 3 years. Hyundai will bring in more than Rs 3,800 Crore to
India.
Tata Motors will be investing Rs 2,000 Crore in its small car project. General Motors will
be investing Rs 100 Crore, Ford about Rs 350 Crore and Toyota announced modest
expansion plans even as Honda Siel has earmarked Rs 3,000 Crore over the next
decade for India - a sizeable chunk of this should come by 2010 since the company is
also looking to enter the lucrative small car segment.
Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have
each announced well over Rs 1,000 Crore of investment. Mahindra & Mahindra's joint
venture with International Trucks is expected to see an infusion of at least Rs 500
Crore. 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 car makers saw volumes shrink last fiscal. Toyota Kirloskar Motors
numbers fell 15 percent 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 percent 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.
1.2ABOUT MAHINDRA & MAHINDRA
The Mahindra Group is an Indian multinational conglomerate holding company
headquartered in Mumbai, Maharashtra, India. It has operations in over 100 countries
around the globe. The group has a presence in aerospace, agribusiness, aftermarket,
automotive, components, construction equipment, defense, energy, farm equipment,
finance and insurance, industrial equipment, information technology, leisure and
hospitality, logistics, real estate, retail, and two wheelers. It is considered to be one of
the most reputable Indian industrial houses with market leadership in utility vehicles as
well as tractors in India.
Mahindra & Mahindra was set up as a steel trading company in 1945 in Ludhiana as
Mahindra & Mohammed by brothers Kailash Chandra Mahindra and Jagdish Chandra
Mahindra along with Malik Ghulam Mohammed. Anand Mahindra, the present Chairman
of Mahindra Group is the grand-son of Jagdish Chandra Mahindra. After India gained
independence and 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.
M&M partnered with companies prominent n the international market, inc holding
Renault SA International Truck and Engine Corporation, USA. in order to mark is global
presence. M&M ako started exporting its products to several countries across the
worked. Subsequently. it set up ts branches including Mahindra Europe Is (used in
Italy), Mahindra USA Inc., Mahindra South Africa and Mahindra (Chota) Tractor.Co.Lid.
Alte sane une. 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. I 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 punching 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 is class.
1.3Major Players in Indian Automotive Industry.
1.4PRODUCT PROFILE
Mahindra Scorpio
Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility
Vehicle in India in 2002 .The SUN Is redefined the expectations for the design of SUVs
with its sturdy books and powerful performance the sophisticated interior design ds to
the further glory to the appearance.
Mahindra Bolero
Mahindra Bolero is one of the most successful and popular utility vehicle of the
Mahindra and Mahindra Group. The caris robust in appearance and it has been
elegantly designed, keeping in mind the conditions of the Indian roads.
Mahindra Marazoo
The Marazzo was designed and developed by Mahindra's Design Studio (India),
partnering with Pininfarina (Italy), Mahindra Research Valley, Chennai and Mahindra
Automotive North America, Troy, Michigan in the initial stages and product
engineering.The project code name was U321. The seating arrangement is in 3 rows,
with a 7-seater option with captain seats in mid row and an 8-seater version. The
climate control for the rear passengers is mounted on the center roof with a diffuse
throw option for reduced noise.
Mahindra XUV500
The XUV500 was launched in 2 variants in 2011, sharing the same engine:
ALTURAS G4
Get set to rediscover the SUV experience. The Alturas G4 is the perfect amalgamation
of beauty, comfort and strength. Exclusive features like Memory Profile for Driver Seat
and ORVM ensure you do not have to adjust your seat every time you get in. At the
same time, the 3D Around View Camera and 9 Airbags (including side, curtain & driver
knee airbags) ensure provision for safety is at its optimum. With Mercedes Benz-
sourced 7 speed Automatic Transmission adding the finishing touch, the Alturas G4 is
royalty, redefined.
KUV100 NXT
The all-new KUV100 NXT has an intimidating, new front grille, toughened bumpers and
bigger, 15”, diamond cut alloys which enhance its aggressive design & bold SUV
stance. It also comes with 17.8 cm(7”) touch screen infotainment system with navigation
and premium black interiors with high quality fabric upholstery.
Mahindra THAR
The legend of the Thar has been in the making for more than sixty years. The
adventurer’s car of choice, it is the true successor to the MM540, Mahindra’s original all-
terrain, come-what-may jeep. With its classic body and contemporary features, the Thar
is more than just a vehicle that can navigate deserts, rivers, and ravines. It is an
indestructible collector’s item.
1.5 Company Profile
TVS & Sons also has two subsidiary companies that include
TVS Logistics Services Limited – India’s leading third party logistics service
provider and TVS Automobile Solutions Limited – India’s largest independent
after-market service provider.
Milestones of tvs & sons
● 1911 TVS & Sons established in Madurai, Tamil Nadu
● 1912 Starts first rural bus service in Southern Tamil Nadu {from Pudukottai to
Thanjavur}
● 1919 Forays into vehicle sales, service and spare parts
● 1929 Foray into Dealership Business representing General Motors
● 1930 Bus Body Building operations started
● 1936 Madras Auto Service acquired
● 1939 Southern Roadways started & Built TVS Service station, Biggest in Asia then
● 1943 Designs a unique gas plant that uses charcoal gas as fuel instead of petrol which
was in short supply during World War II
● 1945 Sundaram Motors formed
● 1956 T V Sundram Iyengar was honoured by the Union Government of India by unveiling
busts in Bronze and in Marble in the city of Madurai (Tamilnadu).
● 1996 Enters logistics business
● 2003 Enters customers centric car service business under brand name "MyTVS"
● 2004 Logistics business was hived off as a separate company called "TVS Logistics
Services Limited"
● 2008 Forays into parts retail business for Heavy & Light Commercial Vehicle under brand
name "TVS PartSmart"
● 2011 MyTVS, the Customer Centric Car services business was hived off as a separate
company called "TVS Automobile Solutions Limited"
● 2012 The All Car Services business of TVS Automobile Solutions Limited expanded its
network into Kolkata & Gujarat through separate JV's
● 2012 Acquisition of Universal Component, United Kingdom
● 2015 Forayed into Saudi Arabia, Started TVS Distribution & Service Middle East FDE for
servicing Commercial Vehicles.
MPVs
The main research that folb wed is to know Customer satisfaction towards Mahindra
and
Mahindra SUV. Due to the Limited resources and time constraints, the study was
conducted within the area chennai.
Getting a new customer is difficult than retaining a current customer is a more difficult
one and not only that it is estimated that the cost of attracting a new customer is five
times the cost of retaining current customer It requires a great deal of effort to induce
satisfied customer to Which away from their current preference.
Thus, customer satisfaction is been given top priority in today's competitive world, In
view of this, a detailed study of customer preferences bevel of satisfaction and their
complaints and suggestions was undertaken.
Mahindra and Mahindra Motors has a very good market share the state on TAMIL
NADU for the SUV segment. The company is offering good service. with a reflected on
the satisfaction of the Customer Majoray of the customer are satisfied with the design of
the vehicle and company is providing better facilities compared with other brands.
2.1 INTRODUCTION TO THE SURVEY
Customer Satisfaction is the buzzword used by the business people for the success of
organization in the present days. Due to the increases of heavy competition, in every
product-line IT become difficult for the companies to retain the customers for longer
time. So retain the customer for longer time the marketer HAS to do only one thing i.e
customer satisfaction . If customer is fully satisfied by the product it not only rub the
organization successfully but also fetch many benefits for the company. They are less
process sensitive and they remain customer for a longer period. They buy addition
products overtimes as the company introduce related produce related products or
improved. so customer satisfactions is gaining a lot of importance in the present day.
Every company is conducting survey on customer satisfaction Level on their
products. To make the products up to the satisfaction level of customers.
This project is also done to know the customers satisfaction on the Mahindra and
Mahindra Automobiles, The impact of automobile industry on the rest of the economy
has been so pervasive and momentous that is characterized as second industrial. It
played a vital role in helping the nation to produce higher value good and services and
in the enhancing their skills and impose tremendous demand for automobile. lot to car
manufacturers company facing cut throat competition in the fields of technology and
price.
Weaknesses:
(a) Dealers are selling at different prices in single cylinder Changing of original parts by
a Dealers
(b)Type of MRF is mt giving a very good chim processing system Chim processing is
cars you only twice a week.
C) Average is less than that of Toyota product
(d) Maintenance cost 's high
(e) Vehicle out of the reach middle class because initial of Mahindra sports utility V is
above 4 lakhs
Opportunities:
(a) Improve road infrastructure
(b) Standard of living of country people are improving day by day because of increasing
per capita so there is a chance of spreading the business in every nook &comer of
The city.
(c) Lenient noms for generation of permits.
Threats:
(a) Demand contraction due to market constrained.
(b) strong presence of Tata,Toyota and Maruti.
Dealer Profile
Our Distinction:This is one of the largest authorized dealers for Mahindra & Mahindra
Automotives. Record sale in the first year of operation.
Partners in Progress:
We are the preferred partners of M&M automotives, chiefly due to our successful sales
record and quality. Our facilities have remained unsurpassed, as we strive everyday to
better our self.
Commanding Presence:
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.
Our is one of the few service centers to be equipped with a fully-fledged customer-
waiting lounge. A part from a television and pool table,it had a wed kiosk to keep u
connected all the time.
Our dedicated team of specialty offers treatment for your vehicle.We ensure
consistency in performance each time,without fail.Attention to Detail:We provide genius
spare parts and accessories to ensure exceptional performance. Every single aspect
related to your vehicle is taken care of at our premises.
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.
Our sales team gives most property 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 SUVS and cars from the year
of 1945. keeping in mind the quality, design driving, comfort, fuel efficiency, service and
resale value. These from a formidable force that gives our customers the pride and the
joy of value forever. Whnt dries M&M is
● Commitment
● Leadership
● Any an eye for appropriate technology.
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 Since 1945. when M&M first began
manufacturing MUVs & LCVs, M&M have been engaged in a single-minded endeavor to
bring you cars that only state-of-the-art. but are also some of the most environment-
friendly vehicles in this world-a reflection of our commitment and care. for provide
excellent after sale service.
The company has constantly exploring new opportunity to define the slope to
tomorrow’s driving technology.
Promotional Activities:
● Test Driving
● Free Driving
● Hoarding
● Discounts
● Advertisement in Newspaper, magazines and Social Media
● Gift Schemes
● Free Services
● Mileage Contents
Promotional expenses have been borne by both TVS & SONS and M&M
Service Offered
Working hours in TVS & SON’S are 8 hours per day starting from 9.00 am to 6pm with one hour
break for lunch 1pm to 2pm and 15 minutes for evening tea and coffee.
Getting consistency right also requires the attention of top leadership. That's because
by using a variety of channels and triggering more and more interactions with
companies as they seek to meet discrete needs,Customers create clusters interactions
that makes their individual interactions less important that their cumulative expense.
This customer journey can span all elements of a company and include everything from
buying a product actually using it. Having issues with a product that require resolution,
or simply making the decision to use a service or product for the first time. It's not
enough to make customers happy with each individual interaction Our most recent
customer-experience survey of some 27,000 Amertan consumers across. 14 different
industries found that effective customer journeys are more important: measuring
satisfaction on customer journeys is 30 percent more predictive of overall customer
satisfaction than measuring happiness for each individual interaction. In addition,
maximizing satisfaction with customer journey has the potential not only to increase
customer satisfaction by 20 percent but also to lift revenue by up to 15 percent while
lowering the cost of serving customers by as much as 20 percent. Our research
identified three keys to consistency
1. Customer-journey consistency
It's well understood that companies must continually work to provide customers with
superior service, with each area of the business having clear policies, rules, and
supporting mechanisms to ensure consistency during each interaction.However, few
companies can deliver Consistently across customer journeys, even in meeting basic
needs.
The facts is that consistency on the most common customer journeys is an important
predictor of overall customer experience and loyalty. Banks, for example saw an
exceptionally strong correlation between consistency on key customer journeys and
overall performance in customer experience And when we sent an undercover shopping
team to visit 50 bank branches and contact 50 bank call centers,the analysis was
confirmed: for lower performing banks the variability in experience was much higher
among a typical bank's branches than it was among different bank’s themselves.Large
banks typically faced the greatest challenge.
2. Emotional consistency
One of the most illuminating results of our survey was that positive customer-
experience emotions—encompassed in a feeling of trust—were the biggest drivers of
satisfaction and loyalty in a majority of industries surveyed. We also found that
consistency is particularly important to forge a relationship of trust with customers: for
example, customers trusted banks that were in the top quartile of delivering consistent
customer journeys 30 percent more than banks in the bottom quartile. What is also
striking is how valuable the consistency-driven emotional connection is for customer
loyalty. For bank customers, “a brand I feel close to” and “a brand that I can trust”
were the top drivers for bank differentiation on customer experience. In a world where
research suggests that fewer than 30 percent of customers trust most major financial
brands, ensuring consistency on customer journeys to build trust is important for long-
term growth.
3. Communication consistency:
A company’s brand is driven by more than the combination of promises made and
promises kept. What’s also critical is ensuring customers recognize the delivery of those
promises, which requires proactively shaping communications and key messages that
consistently highlight delivery as well as themes. Southwest Airlines, for example, has
built customer trust over a long period by consistently delivering on its promise as a no-
frills, low-cost airline. Similarly, Progressive Insurance created an impression among
customers that it offered lower rates than its competitors in the period from 1995 to
2005 and made sure to highlight when it delivered on that promise. Progressive also
shaped how customers interpreted cost-reduction actions such as on-site resolution of
auto claims by positioning and reinforcing these actions as part of a consistent brand
promise that it was a responsive, technology-savvy company. In both cases, customer
perceptions of the brands reinforced operational realities. Such brands generate a
reservoir of goodwill and remain resilient on the basis of their consistency over time in
fulfilling promises and their strong, ongoing marketing communications to reinforce
those experiences. Becoming a company that delivers customer-journey excellence
requires many things to be done well. But we’ve found that there are three priorities.
First, take a journey-based approach. For companies wanting to improve the customer
experience as a means of increasing revenue and reducing costs, executing on
customer journeys leads to the best outcomes. We found that a company’s performance
on journeys is 35 percent more predictive of customer satisfaction and 32 percent more
predictive of customer churn than performance on individual touchpoints. Since a
customer journey often touches different parts of the organization, companies need to
rewire themselves to create teams that are responsible for the end-to-end customer
journey across functions. While we know there are an infinite number of journeys, there
are generally three to five that matter most to the customer and the business—start your
improvements there. To track progress, effectiveness, and predict opportunities, you
may need to retool both metrics and analytics to report on journeys, not just touchpoint
insights. Second, fix areas where negative experiences are common. Because a single
negative experience has four to five times greater relative impact than a positive one,
companies should focus on reducing poor customer experiences, especially in those
areas in which customers come into contact with the organization most often. For
instance, training frontline service representatives to identify and address specific
customer issues through role playing and script guidelines will go a long way toward
engendering deeper customer trust.
Finally, do it now. Our research indicates that since 2009, customers are valuing an
“average” experience less and have even less patience for variability in delivery. In
addition, companies that experience inconsistency challenges often expend
unnecessary resources without actually improving the customer journey. Making
additional investments to improve the customer experience without tightening the
consistency of experience is just throwing good money after bad.
Here are the top six reasons why customer satisfaction is so important:
In a survey of nearly 200 senior marketing managers, 71 percent responded that they
found a customer satisfaction metric very useful in managing and monitoring their
businesses.
2.2 Literature Review
Manish Kumar Srivastava, A.K. Tiwari [1], studies the consumer behavior for A3
segment vehicles such as Honda City and SX4 in a particular region Jaipur. Data
collected from 100 respondents 50 each from Honda City and Maruti SX4. Respondents
were considered from various backgrounds like Gender, Occupation, Income class.
Also customer purchase parameters considered for study are Price, Safety, Comfort,
Power & Pickup, Mileage, Max Speed, Styling, After Sales Service, Brand Name and
Spare Parts Cost. Based on above parameters and analysis made in this it revealed
that, while purchasing A3 segment car Customer give much importance to Safety,
Brand Name and seating and driving comfort. Also word of mouth publicity and
advertisements in car magazines are more effective communication medium for
promotion of Cars.
Prasanna Mohan Raj , studied the factors influencing customers brand preference of
the economy segment SUV’s and MUV’s. Data collection was made through direct
interaction and customer intercept survey using questionnaire. Descriptive analysis was
used to transform data into understand format and factor analysis was used for
identification of factors influencing customer preference. In light of study findings, the
preference of a given brand can be explained in terms of six factors namely Product
reliability, monetary factor, trendy appeal, frequency of non-price promotions offered,
trustworthiness and customer feeling or association towards brand. There is need for
marketers to take these factors into consideration when crafting product innovations in
the SUV segment of Automobile market.
K.Vidyavathi [5], the study throws light on various aspects that the manufacturer
should concentrate on to attract the prospective buyers. The demand for the small
Automobile segment is increasing because of the growing number of nuclear families as
well as parking problems. Hence the manufactures should find out the needs, wants,
tastes and preferences of consumers in order to design the products. Also fuel economy
and driving comfort are the most important parameters followed by availability of spares
and their price.
Balakrishnan Menon, Jagathy Raj V.P.[6], study findings shows that due to price
difference in Gasoline and Diesel, about one third of the car owners were having diesel
vehicles. The research results showed that about one seventh of car for the city drive
for family usage, while using the second car for office and business usage. Foreign
brand cars show clear preference in the Kerala car market. Also it was observed that in
the information gathering and consumer purchase initiation stage, TV commercials on
car models and brands, search on internet website of the manufacturer and visit to
dealers / distributors were the prime sources where customers gathers information on
car models.
Ramita Verma, Shubhkamana Rathore: studied the luxury car segment of India.
Researches and studies have revealed that the luxury car market is growing at a steady
speed of 25% per annum with more and more numbers of luxury cars entering Indian
car market.
Luxury cars are preferred by HNI (High Net worth Individuals). HNI wants to differentiate
themselves from crowd for various reasons. Change in attitude of the customer
accounts for the sudden acceleration in the Luxury car Market in India, as the emphasis
has been shifted from price consideration and affordability to design, quality and
pleasure. Study also throws light on market drivers of luxury cars like
Socio cultural factors such as Lifestyle and preferences of people which impact their
choice of types of automobiles. Social norms that impact the decision to own and use
automobiles versus other means of transport.
Wenjing Shang and Neal H. Hooker (2006)70 in their working paper use survey data to
determine consumer preferences among a set of four alternative food labels which
report such plant level performance scores. The authors study the product label reports
of food producers’ hygiene performance and explore consumer preferences for the
‘right’ amount of information and how to present this information. The authors carried
out the
1) In terms of presentation format, consumers prefer number system than other visual
or verbal systems,
2) Among the three different levels of information volume sets, consumers don’t always
prefer the largest volume set, and
3) No matter what their preferences are, consumers are consistent with their information
volume preferences. The survey was carried out through mail. Jessica Salver (2009)71
in her book traces out the link between the brand name and the customer loyalty. The
major objective of this works is to examine the concept of brand management, to adapt
and apply it to hotel services, since, the author argues, customer loyalty is a hot topic in
today’s ultra competitive business environment. The second objective of this study is to
determine the connection between these two concepts and to investigate the beneficial
effects of branding hotel services for the process of establishing loyalty. The author
cites that the original idea of using marks to indicate ownership and origin can be traced
back even for millennia to ancient Greek and Rome and early Chinese dynasties. More
and more businesses have come to realize the power and important of brands and the
concept of brand management has consequently gained considerable interest in recent
years. The author further advocates that the hotel industry – along with many other
services – is lagging behind manufactured goods by decades and nonetheless, there
are great potentials for brand management in the service industry in general and the
hotel industry in particular. As the hotel industry differ from physical goods in many
ways, it is vital to examine the concept of brand management – to adapt and apply to
hotel industries. The author further argues that as competition keeps intensifying at
steady pace, resulting in a surplus of capacities, the importance of making guests return
becomes a critical issue; it is said that brands provide the opportunity to encourage the
creation of loyalty among consumers.
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.
RESEARCH METHODOLOGY
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.
The study has been undertaken to analyze the customer satisfaction towards all
variant of Mahindra Motors in Delhi with a special reference to the M&M motors,
the other objectives are:
* To know the customer perception about features, low maintenance cost and looks of
Mahindra and Mahindra Motors.
* To know the customer satisfaction about the safety and comfortable Vehicles of
Mahindra and Mahindra.
* To provide suggestions, in improving the customer satisfaction and the company sales
and profitability
* To know the customer satisfaction towards the after sales service offers by M&M
3.2 Purpose of the study:
The purpose is to check out the consumer satisfaction towards Mahindra &
Mahindra and its services and what are the consumer’s requirements and why a
problem customer faces and if they are satisfied.
The study Research methodology is done to solve the research problems involving a
study of various steps that are adopted by the researcher in studying his problem.
Throughout the entire project the emphasis was to check the Satisfaction level of the
customers towards Mahindra & Mahindra and their views and perception about the
same.Finally the project was concluded by taking the feedback from the customers
First 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 feel’s remain unanswered or liable to change, this shall
be further taken up in the next stage of exploratory research.
RESEARCH PROCESS:
The research process has four distinct yet interrelated steps for research analysis.It
has a logical and hierarchical ordering:
The steps undertake are logical, objective, systematic, reliable, valid, impersonal and
ongoing.
3.3.2 DATA COLLECTION METHOD
EXPLORATORY RESEARCH
● Primary Data
● Secondary data
(i)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.
(ii)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.
DESCRIPTIVE RESEARCH
STEPS in the descriptive research:
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 firsthand 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 the showrooms of the consumer durable products etc. The data was
collected by interacting with 150 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.
Target Population
Sample Size:
The size is of 150 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 Delhi regions. The people were from different professional
backgrounds.The details of our sample are explained in chapter named primary
research where the divisions are explained in demographics section.
Data Collection is an important aspect of any type of research study. Inaccurate data
collection can impact the results of a study and ultimately lead to invalid results. For the
above objectives, quantitative methods were used. Interviews were studied for the
employees and structured Questionnaires were given to them. Then the data was
analyzed and interpreted in the form of tabulation and charts.
(i) Primary data collection method - Primary data is the data in which the researcher
collects data through various methods like interviews, surveys, questionnaires etc., to
support the secondary data. Primary data collected in this project is using the interview
and questionnaire.
Secondary data used in this project is records of Human Resource Department for the
service file of the separating staffs, various HR Journals, projects and research papers
of different scholars both national and international.
Multiple choice is a form of assessment in which respondents are asked to select the
best possible answer (or answers) out of the choices from a list. The multiple choice
format is most frequently used in educational testing, in market research, and in
elections, when a person chooses between multiple candidates, parties, or policies.
Multiple choice testing is particularly popular in the United States. If guessing an
answer, there's usually a 25 % chance of getting it correct on a 4 answer choice
question.
Sampling error: We have taken the sample size of 150, which cannot determine the
buying behavior of the total population. The sample has been drawn from only National
Capital Region
Analysis &
Interpretation
Chapter 5
Findings, Recommendations
And Conclusion
Findings
Based on the data gathered by administrating schedules to customers the following
observations are made.
Most of the people are satisfied with its Customer Relationship Management and after
sales service provided by TVS Mahindra & Mahindra.
Based on the After Sales Service, most of the people are Highly satisfied with it.
Based on Hospitality ,Infrastructure, Design, Space, Maintenance most of the people
are Highly satisfied with it.
Large numbers of users are aware of its many Features.
If we took the satisfaction level of people toward the company, it comes in the
preferred companies.
Its features and style Highly satisfy most of the people.
RECOMMENDATION
TVS Mahindra Company has to implement good customer relationship management
strategy that enhances customer satisfaction level.
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 sales consultant
and Hospitality of TVS Mahindra, 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 Marazo, the company should maintain the same standard and it is suggest
to come up with suitable measure to reduce the negative opinion among the
consumer who are of the opinion of the dissatisfying factor.
As such,TVS Mahindra should focus on the aspects, which will enhance the customer
satisfaction and thus the market share.
Limitation of the survey
Though best effort have been made to make the study fair transparent and error free
yet there might be some inevitable and limitations. Although outright measures area
undertaken to make the report most accurate some inadvertent errors might have crept
in and suggestions to improve or eliminate the same are most welcome.
The limitations of the survey are narrated below:
The project is valid for the predefined area of work i.e. Chennai.
There may be some biased response from the respondents.
Some respondents did not provide the full data.
Due to different RTO norms of State’s in India response of people might differ from
those of other cities and state if any.
THANK YOU