Avinash Dissertationfinal 9062

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Customer Satisfaction Regards Mahindra Bolero

Table of Contents
1. Executive Summery ............................................................................................................... 2
2. Introduction ............................................................................................................................ 2
2.1.Introduction of automobile Industry .................................................................................... 3
2.2.Industry performance in 2008-09......................................................................................... 5
2.3Story of Mahindra and Mahindra Automobile...................................................................... 6
2.4 Mahindra Bolero .................................................................................................................. 6
2.5Mahindra eyes to enhance Bolero production (Production Capacity) ................................ 10
2.6 Annually Sale of Mahindra Bolero .................................................................................... 11
2.7Mahindra and Mahindra co.s financial highlights ............................................................. 12
2.8Market share graph of Mahindra and Mahindra co. in 2013 ............................................. 13
2.9 Mahindra & Mahindra- Key Fundamentals ....................................................................... 13
2.10Industry Competitors: Auto - Cars & Jeeps ...................................................................... 13
3. SWOT analysis of Mahindra Bolero.................................................................................... 13
4. Literature Review................................................................................................................. 14
5. Statement of the problem ..................................................................................................... 15
6. Objectives of the Study ........................................................................................................ 15
7. Nature and Scope of the study ............................................................................................. 15
8.Limitation of the study .......................................................................................................... 16
9. Methodology ........................................................................................................................ 16
9.1 Research methodology ....................................................................................................... 16
10. Data Analysis & Interpretation .......................................................................................... 18
11. Findings.............................................................................................................................. 23
12. Conclusion and Recommendation ..................................................................................... 24
13.Suggestion ........................................................................................................................... 24
14. Bibliography ..................................................................................................................... 24
References ................................................................................................................................ 24
15. Customer Satisfaction Questionnaire ................................................................................. 25

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1. Executive Summery

This research work was started from November, 2013 to identify the factors which have the
positive and the negative effects on A Study on customers Satisfaction towards Mahindra
Bolero. The research work was carried out in Uttarakhand state in Dehradun. Mahindra &
Mahindra (M&M), the market leader in multi-utility vehicles in India. The survey involved
gathering wide information about the company, its products, customer satisfaction and impact
of various competitive firms on the company.
From the information collected, various aspects were identified where the company needs to
focus more to improve the efficiency of marketing team of Mahindra Automotive and also
analyse the satisfaction level towards Mahindra Bolero
The research was conducted through collection of primary and secondary data. Secondary
data was collected through visiting various web sites, automobile magazines and other
reliable sources. Primary data was collected through a well-framed questionnaire,
For the aforementioned study 50 customers were considered as the total sample size. The
answers of these samples were recorded with the help of the structured questionnaires and
were analysed accordingly to fulfil the objectives of the research work.

2. Introduction

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2. Introduction
Customer Relationship
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 BOLERO on behalf
of 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.

The decrease in the interest rate and easy available of cars loons from 2 to 3 years, lot of car
Manufacturers company facing cut throat competition in the fields of technology and price,
So to gain the market share it is important for the institutes to satisfy its customers and to
retain the reputation and its image.

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.

2.1.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.

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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
Fords 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
aluminum body.

Chauffeurs usually drove it and emphasis was on comfort and style rather than speed. During
the1920s, the cars exhibited design refinements such as balloon t ires, pressed- steel wheels,
and four-wheel brakes.

Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminium 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.

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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 Sail 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 &
Mahindras joint venture with International Trucks is expected to see an infusion of at least
Rs 500 Crore.
2.2.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.
SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per cent
growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent growth
for passenger vehicles. The three-wheeler segment may grow 5-8 per cent growth while two
wheelers may show 3-5 per cent growth.
The passenger vehicle market has weathered the downturn largely due to market leader
Maruti Suzuki which holds 48 per cent of the market. The compact car giant clocked 7.22
lakh units for
2008-09. Closest rival Hyundai Motor India sold 2.44 lakh cars, a growth of 13 per cent. Tata
Motors sales grew 1.3 per cent at 2.30 lakh units while Mahindra & Mahindra posted 2.5 per
cent growth at 1.06 lakh units.
Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motors numbers
fell 15 per cent to 46,892 units while Ford Indias sales were down 17 per cent to 27,976
units.Honda Siel Cars India also saw a 17 per cent drop at 52,420 units while General Motors
India was down 8 per cent to 61,526 units. Among commercial vehicle makers, all major
players saw substantial fall in volumes. Market leader Tata Motors with a 60 per cent plus
share, showed 22 per cent drop in numbers at 2.34 lakh units while Ashok Leyland showed

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37 per cent drop at 47,632.Eichers 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.

2.3Story of Mahindra and Mahindra Automobile
Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed. Later
on,after the partition of India, one of the partners - Ghulam Mohammad - returned to
Pakistan, where he became Finance Minister. As a result, the company was renamed to
Mahindra &Mahindra in 1948.M&M started its operation as a manufacturer of general-
purpose utility vehicles. It assembled CKD jeeps in 1949. Over the passing years, the
company expanded its business and started manufacturing light commercial vehicles (LCVs)
and agricultural tractors. Apart from agricultural tractors and LCVs, Mahindra & Mahindra
also showed its dexterity in manufacturing army vehicles. Soon, it started its operations
abroad, through its plants set up in China, the United Kingdom and the USA.
M&M partnered with companies prominent in the international market, including Renault
SA, International Truck and Engine Corporation, USA, in order to mark its global presence.
M&M also started exporting its products to several countries across the world. Subsequently,
it set up its branches including Mahindra Europe Srl (based in Italy), Mahindra USA Inc.,
Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.At the same time, M&M
managed to be the largest manufacturer of tractors in India, by holding leadership in the
market of the country, for around 25 years. The company is an old hand in designing,
developing, manufacturing and marketing tractors as well as farm implements. It made its
entry to the passenger car segment in India, with the manufacture of Logan (mid-size sedan)
in April 2007, under the Mahindra Renault collaboration. Soon after the consider able success
of Logan, M&M started launching a wide range of LCVs and three wheelers as well as SUVs
including Scorpio and Bolero. In the present time, Bolero has gained immense popularity in
India. It is one of the most opted vehicles in its class.

2.4 Mahindra Bolero
Mahindra Bolero is one of the most successful and popular utility vehicle of the Mahindra
and Mahindra Group. The car is robust in appearance and it has been elegantly designed,
keeping in mind the conditions of the Indian roads. Mahindra Bolero is also among the best
fuel-efficient cars of India as the manufacturer has equipped it with a 2500 cc diesel engine
with5- speed transmission. April 08, 2008, Mumbai: Mahindra & Mahindra Ltd. (M&M), one
of Indias leading auto brands, has announced that its popular Bolero SUV has sold a record
50,000 units in 2007-08. The Bolero is the first brand in the SUV/UV/MPV category to cross
50,000 units in one year and Indias leading SUV brand for two years in a row. With its
stylish appeal and rugged nature, the Mahindra Bolero has emerged as the clear favorite
amongst SUV enthusiasts across the country since its launch eight years ago. The fact that it
is the first brand in the SUV/UV/MPV category to notch up sales of more than 50,000

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units in a single year is also a clear validation of our customer centric approach to business.
Today, the Bolero is perceived as a stylish but affordable SUV which caters to different
customer needs and takes on all kinds of terrain with ease, said Mr. Vivek Nayer, Vice
President Marketing, Auto Sector, Mahindra and Mahindra Ltd.

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

Mahindra Bolero
Mahindra & Mahindra Limited launched the second generation Bolero in March 2007. The
all new sports-utility vehicle (SUV) comes with refreshed looks and style. The exteriors and
interiors of the latest Bolero have been designed in way that will find appeal with the younger
generation of car buyers in India. The automobile sports a host of new features, which
perfectly suit the needs of Indian consumers. An off-road SUV, it delivers uncompromising
fuel efficiency and commendable performance on city roads as well.
Get a sneak peek at whats new in the tough new Bolero. Get the lowdown on how it makes
your drive a never before experience.

Engine
New Mahindra Bolero is powered by 2523cc Turbo Charged DI (Direct Injection) diesel
engine, which generates a power of 63.2 PS @ 3200 rpm and 18.4 kgm of torque @ 1440-
1500 rpm. The 2.5L engine is much more refined than its previous model. The good, low-end
torque of Bolero allows a smooth ride on gradients and bumpy roads.

Design and Comfort
Mahindra Bolero flaunts a new, sleek front grille and muscular bumper that accentuate the
appearance of its fascia. The rear side appears more sophisticated, with curved clear lens
taillights. Adding to the appeal of the exteriors is the well-contoured door handles.
Ergonomics in the cabin of the all-new Bolero have been reworked to suit the present-day
consumer's desire. Its plush bucket seats offer a greater degree of comfort to the occupants.

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Discover the ergonomic drivers seat, the arm rest in the middle row or the multi-directional
AC louvers. There are little touches everywhere to make your drive less of a drive and more
of a pleasant journey.
Interiors
Mahindra Bolero sports a trendy dashboard and instrument cluster. The efficiency of the air
conditioning system has also been improved. The audio system is integrated on the
instrument panel in such a way that the controls are within easy reach of the driver. The new
Mahindra Bolero comes packed with many utility spaces. There are small storage areas for
various passenger needs, which are neatly tucked away in the space-efficient central console.

Ride and Handling
New Mahindra Bolero comes equipped with an advanced NGT 520 transmission, along with
Synchromesh gears, which allow smooth gearshifts. The automobile's front suspension is
built to withstand tough road conditions, while giving its occupants utmost comfort. A
combination of disc and drum brakes is used in the SUV, which facilitates smooth braking on
all road conditions. The wide radial tyres of Bolero ensure better road grip, safety and
improved handling.
Safety

Mahindra Bolero comes equipped with anti-roll bars that help the vehicle hold to the ground
even on the tightest bends. Its braking system prevents the locking of wheels on slippery
roads. The new SUV also has a long wheelbase, which provides greater stability to the
automobile. The other safety features of Mahindra Bolero include central locking and seat
belt/door open warning.

Style: The Bolero is built solidly but that didnt stop us from enhancing the sense of security.
So we put in anti-roll bars to help hug the ground even on the tightest bends, brakes that
prevent wheel locking and a seat belt/door open warning system.
From the aggressive grille ornament to the muscular front fascia, low stance fender
extensions, clear lens headlamps and stand out wheel arches there's a lot you can discover in
the new Bolero. All at a dealer near you.

Convenience:
Find space for magazines or maps, slots for bottles or cans, a surprisingly large glove box to
Swallow anything you throw into it. Theres even a 12V charging point along with a mobile
Holder. So the only thing you have to think about is your destination.

Performance:
The high power and high torque give the Bolero great load carrying capabilities especially
over inclines. The synchromesh gears make gear shifts and even city driving a cinch. And the
unique Mahindra DI engine gives you uncompromising fuel economy too.

Introduction Of Bolero Model

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Take on anything starting now with the new Mahindra Bolero. Any road that calls itself tough
had better watch out. The new Mahindra Bolero comes loaded with new features in style,
comfort and convenience. To let you dominate whatever you encounter on the road.

DISCOVER THE TOUGH NEW BOLERO.

Here's a sports utility vehicle that brings you brand new style with tried and tested
performance. A mid-size SUV packed with. New comforts and conveniences. Choose from
five models, to fit your needs or to underline your style. And own a driving experience that
puts you firmly in command.

BOLERO SLX
The Bolero SLX is the top-of-the-heap model. It has almost every feature on the new features
list. From the new trim on the front grille to the low stance fender or the clear lens
headlamps.

BOLERO SLE
For style the Bolero SLE matches the SLX in every aspect except one where it scores over its
high-end counterpart - sporty decals. In fact this is the only model with decals on it.

BOLERO DI
The spirit of the tough new Bolero without the frills is the best description for the Bolero DI.
The
style, the aggression, the authority is all there minus the creature comforts and conveniences.
The spirit of the tough new Bolero without the frills is the best description for the Bolero DI.
The
style, the aggression, the authority is all there minus the creature comforts and conveniences.
Click on the related links to get an outside-in picture of Mahindras new vehicle.
BOLERO DI Plus
Like its higher-end brothers, the Plus too has most of the style features found on the SLX list.
And if you care for more comforts and conveniences on the inside then all you have to do is
choose the power steering option.

BOLERO VLX
The new Bolero VLX comes built-in with extraordinary power, thanks to the new
steroidpumping97 HP (71.5 KW) CRDe engine. This Bolero variant comes equipped with all
you would expect from India's No.1 SUV brand and much more. The noise-reducing, refined
NVH package clearly tells everything outside to 'shut up'. The Voice Assist System will make
you want to listen to this brute, once in a while. The sturdy suspension makes taking on any
terrain a breeze, while enhanced braking system makes sure you stay on the road.

BOLERO SLX

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Make Mahindra
Model Bolero
Variant SLX
Body type SUV
No. of Door 5

Fuel Efficiency:
City Millage 9.5 KMPL
Highway Millage 12.4 KMPL
Fuel capacity 60 litters
Fuel Type Diesel
Fuel Grade -

Engine Parameters:
Displacement 2523cc
Bore -
Stroke -
Cylinder Congregation

4 in line
Valve Gear operation -
Comparison Ratio -
No. Valves 8
Aspiration Turbo charged
Fuel system DI
Power 63.12@3200 ps. Rmps

2.5Mahindra eyes to enhance Bolero production (Production Capacity)

Mahindra & Mahindra, the country's largest utility vehicle (UV) maker is witnessing a heavy
capacity crunch for the manufacturing of its best-Selling SUV Mahindra Bolero in the Indian
market. The sales of the Bolero model is shooting upwards due to a high demand in rural
India which has always been a strong hold for this SUV. Interestingly, the demand for
Mahindra Bolero is also witnessing a significant increase in the urban market also. As of
now, the Bolero model is enjoying a waiting period of 4 to 6 months in the country.

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According to Mr Vivek Nayer, senior vice-president of marketing, automotive sector at
M&M, Bolero's re-launch in 2007 attached an aspirational imagery to the brand post which it
has been showing consistent growth. He added that the company has out-performed the
category and increased its market share from 19 to 29 per cent since 2006-07. He also said
that about 75-80 per cent of the sales volumes of the company are from smaller towns and the
remaining 20-25 per cent from metros.

At present, the company sells as much as 70,000 units of the Bolero model annually. The
Bolero model is currently being manufactured at its Nashik plant, which hosts an annual
manufacturing capacity of as much as 1.50 lakh units. Besides the Bolero, the other passenger
utility vehicles of the company including Xylo and the Scorpio are also being manufactured
at this plant. With this, the company is in the process of acquisition of South Korean
Ssangyong Motors through which it is planning to bring the Korean SUVs to India.

2.6 Annually Sale of Mahindra Bolero

It appears that the Mahindra Bolero is Indias favourite SUV. According to Mahindra, the
Bolero became highest selling SUV in the Indian automobile market for the sixth time in a
row. The rugged SUV recorded its highest ever annual sales since inception in August 2000,
crossing the 1 lakh annual unit sales in the last fiscal. The company sold 1,00,686 units in FY
2011 12 with sales rising 21 percent for the Bolero compared to FY 2010 11.

Pravin Shah, Chief Executive, Automotive Division, Mahindra & Mahindra said, The fact
that Bolero has sold more than 1 lakh units in FY 2011-12 signifies the confidence customers
have on the brand. Over the years Bolero has evolved with changing lifestyle aspirations of
customers resulting in an exceptional CAGR (Compound Annual Growth Rate) of 26
percent. I am sure the Bolero will continue to be as popular on Indian roads in years to
come.

The SUV is also the seventh highest selling vehicles among all passenger vehicles in the
country. Recently, the company gave a refreshed look, inside and outside, to the Bolero, that
is powered by the new m2DICR engine and added Driver Information System and Advanced
Digital display among new features.

The SUV has over 5.7 lakh fans on social networks who share their adventures and
experiences with their Bolero. Given its growing popularity, Bolero was launched earlier in
limited-edition versions Bolero Special Edition and Bolero Stinger. The rugged SUV has
been gaining popularity mainly because of its off-road handling capabilities and reliability.

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2.7Mahindra and Mahindra co.s financial highlights
The Directors present their Report together with the audited
accounts of the Company for the year ended 31st March 2013.
Financial Highlights

(Rs. in crores)

2013 2012

Gross Income 43,962 34,820

Less: Excise Duty on Sales 2,972 2,501

Net Income 40,990 32,319

Profit before Depreciation, Finance
Gosts, Exceptional item and Taxation 5,258 4,237

Less: Depreciation/Amortisation 711 576

Profit before Finance Costs,
Exceptional item and Taxation 4,547 3,661

Less: Finance Costs 191 163

Profit before Exceptional item and Taxation 4,356 3,498

Add: Exceptional item 91 108

Profit before Taxation 4,447 3,606

Less: Provision for Tax - Current Tax
(including MAT credit entitlement) 933 538

Less: Provision for Tax - Deferred Tax (Net) 161 189

Profit for the year 3,353 2,879

Balance of profit for earlier years 7,905 6,209

Less: Transfer to Debenture

Redemption Reserve 15 14

Profits available for appropriation 11,243 9,074

Less: General Reserve 400 300

Proposed Dividends 798 768

Income-tax on Proposed Dividend 93 101

Balance carried forward 9,952 7,905

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2.8Market share graph of Mahindra and Mahindra co. in 2013

2.9 Mahindra & Mahindra- Key Fundamentals
Market Cap (Rs Cr.):66,033 EPS - TTM (Rs):59.43
P/E Ratio (x):18.08 Face Value (Rs):5.00
Latest Div. (%):260.00 Div. Yield (%):1.21
Book Value / sh. (Rs) :238.22 P/B Ratio (x):4.50
2.10Industry Competitors: Auto - Cars & Jeeps
SYMBOL PRICE CHANGE %CHANGE HIGH LOW PE DE VOLUME
Maruti Suzuki India Ltd. 1,918.00 1.65 0.08% 1,939.90 1,910.00 20.80 N.A. 19886
Hindustan Motors Ltd. 7.56 0.24 3.07% 7.88 7.50 0.00 N.A. 78120
Daewoo Motors India Ltd. 6.71 0 0% 6.72 5.50 0.00 N.A. 69831

3. SWOT analysis of Mahindra Bolero

S (Strength): Mahindra Bolero has a good brand name of Mahindra and Mahindra co.
because this company always provide good vehicles for customer as a commercial and as a
domestic. And Mahindra Company many times get awards for launched good vehicles M&M

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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. And M&M was
ranked second in the prestigious e Most Trusted Car Company in India study conducted by
TNS.so people have a trust on Mahindra so have a good opportunity for Bolero for Success
and provide a good satisfaction level to customer.

W (Weakness): in heavy competition Market there are many competitors companies so
Mahindra do not focus on Domestic vehicles so Mahindra Bolero do not launched by a good
updates features.

O (opportunity): Mahindra Bolero has a good opportunity to have a brand name of
Mahindra and Mahindra. And Mahindra always launched with a new features so advance
technologies used in bolero in future for increase the market share and increase the
satisfaction to customer.

T (Threats): In heavy perfect competition Market Mahindra Bolero has a threat to his
competitors Like Toyota Innova, Chevrolet Travera, sumo victa etc this competitors
companies also launched this vehicle updated every year, and according to survey peoples
give more prefer to Toyota Innova rather than Bolero.so this types of threats is comeing to
Mahindra Bolero.

4. Literature Review

In a competitive market, where business competes for customers, customer satisfaction is
seen as a key differentiation and increasingly has become key element of business strategy.

Measuring customer satisfaction whether the buyers is satisfaction whether the buyer is
satisfied alter purchase depends on the oilers performance in relation to the buyers
expectation in general. In automobile sector customers satisfy with good performance, long
fuel consumption, Better features Design and comfort, interiors, engine, Price etc. there are
many researchers who research in the topic of customer satisfaction in automobile industry
and who give views how they provide a good satisfaction level to their customer. Kevin
Keller (2012) Caterpillar has become a leading firm by maximizing the total customer
Value with the help of effective CRM , best after sales service in the industry and better
trained dealer. This allows the firm to command a premium price of 10% to 20% higher than
Competitors such as Volvo, Komatsu etc. and another researcher Gordon Fullerton (2006),
Putting relationship in CRM, that JEEP, a division of Daimler
Chrysler Automobile Company has served a classic example of CRM program that provides
a considerable value to both the customers and the firm by developing a program exclusively
for jeep owners and fostered a community that is highly effectively committed to the product,

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the brand and the customers. Arvind Saxena (2010) Director and Board member (marketing
and sales), Hyundai Motor India (HMIL) No company in automobile sector can fight
competition on price, Features, performance, and consumption. In following researcher who
conclude on customer satisfaction level to provide good CRM, sufficient Product Price,
Features, etc

5. Statement of the problem
1) Whether the customers were satisfied with the services of Mahindra Bolero.
2) What is the perception about Mahindra Bolero in customers mind?
3) Are the customers are satisfied with the safety and security of Mahindra Bolero?
6. Objectives of the Study
Firstly to Study and understand the satisfaction towards Mahindra Bolero in India and the
market factor which are helpful for Mahindra & Mahindra for the product Bolero. The study
was consulted in Dehradun in Uttarakhand the specific objectives is satisfaction level regards
Mahindra Bolero.
1) To generate the most important factor to generate satisfaction.
2) To identify the most attractive feature of the product
3) Is there any significance exists between the most attractive feature and the generated
satisfaction.
4) Analyse the toughest competitor vehicle of Mahindra Bolero.
7. Nature and Scope of the study
My research work is Descriptive in nature and my dissertation part in Mahindra Bolero to
analyse the satisfaction level of customer towards Mahindra Bolero with the parameters of
features, engine, technology, design and comfort, security and safety and fuel consumption
etc for getting the customer response towards Mahindra and Mahindra and their product
Mahindra Bolero. I have surveyed and interviewed in Dehradun City in Uttarakhand state and
I got some negative feedback from customer towards Mahindra Company and its product.so
my scope of the study to analyse the customer satisfaction regards Mahindra Bolero so I went
to survey for knowing the perception of people towards Mahindra Bolero and their Company.

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8.Limitation of the study
1) The information executed by the respondent may or may not be true because in some cases
the respondents may not be serious.
However, all possible care has been taken to collect the information as authentic as possible.
2) The method which is adopted for methodology is not found the actual solution of the
problem.

3) The views cannot be taken as their general view to conclude and prepare the project
because respondents may have given biased or dishonest answers.
4) For Mahindra and automobiles industry customers are limited so every people did not give
answers towards questionnaire form.
5) The research is conclude in the limited areas of Dehradun due to lack of time so the
project is maximum based on Secondary data like internet, website, and Search engine.
9. Methodology
1 Population
Adult Individuals in Dehradun and Asansol City
Extent
Dehradun
Period
November2013-April2014
.5 Sample Size
50 samples
6 Sample Procedures
Convenience Sampling
9.1 Research methodology
This report is based on primary as well as secondary data, however primary data collection
was given more importance since it is overhearing factor in attitude studies. One of the most

17
important users of research methodology is that it helps in identifying the problem, collecting
analysing the required information data and providing an alternative solution to the problem.
The project was conducted using primary data of sample size 50 respondents in and around
Dehradun Uttarakhand. Stratified sampling technique was used based on age and Occupation.
The justification of 2 different age group was 1). 20 years-40 years, 2) 40 years 60 years
The sample was mixture of different occupations, which were a) Business man b)
Government Employee c) in Private Sector.
Source of Data Collection
Data mainly classified in two Types
Primary Data: An investigator originally collects the data or agency for the first time for any
statistical investigations and used by them in the statically analysis are termed as primary
data.
Secondary Data: The data published or unpublished, which have already been collected and
processed by some agencies for their statistical work are termed as secondary data as far as
second agency is concerned. The second agency if and when it publishes and files such data,
if becomes secondary data source to anyone who later uses the data.
Primary data collection
In primary data collection, you collect the data yourself using methods such as interviews and
questionnaires. The key point here is that the data you collect is unique to you and your
research and until you publish, no one else has access to it. There are many method of
collecting Primary Data and the main method include .in primary sources of data used
observation method & questionnaire method for the present study, the survey method was
used f structured collecting primary data. A structured questionnaire include multiple choice
questions Primary data collected by communicating with the respondents with the help of
structured questionnaire. Before undertaking the survey, pilots test of the questionnaire was
done with 60 Respondents.
1. Questionnaires
2. Interviews
Data Sources
Research is totally based on primary data. Secondary data can be used only for the references.
Research has been done by primary data collection, and primary data has been collected by
interacting with various people. The secondary data has been collected through various
journals and websites namely,

18

Sample
In general, a sample is a limited quantity of something which is intended to be similar to and
represent a large amount of that thing. The things could be countable objects such as
individual items available as units for sale, or a material not
Sources of Secondary Data:
Information has been collected through personal interview of customers.
A part from this, some data is taken from magazines, journals and internet.
10. Data Analysis & Interpretation
1) To explore assess whether customers are satisfied with Mahindra Bolero
Yes 32 64%
No 18 36%

Analysing: in this illustration 64% peoples said yes and 36% peoples said no they are not
satisfied with Bolero.
Interpretation
As seen in figure 1 the respective analysis shows that 64% people say yes and they satisfied
with Bolero and rest 36% peoples give negative impact towards Bolero.
Observation: most people like Bolero.
yes
no

19
2) To determine the most important factor to generate satisfaction to customer
Factor
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Features 7 14.0 14.0 14.0
Low
Maintenance
19 38.0 38.0 52.0
Looks 13 26.0 26.0 78.0
After Sales
Service
11 22.0 22.0 100.0
Total 50 100.0 100.0
Interpretation: In my 50 sample size 64 % people satisfied with Mahindra Bolero on which
they are mostly satisfied with the Low Maintenance factor 38% (19 Frequency) peoples say
that they are satisfied with low maintenance factor. So low maintenance factor is determined
the most important factor to generate satisfaction to customer.
3. To identify the most attractive feature of the product.

Comfort Safety
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Extremely
satisfied
7 14.0 14.0 14.0
Satisfied 22 44.0 44.0 58.0
Neutral 16 32.0 32.0 90.0
Dissatisfied 5 10.0 10.0 100.0
Total 50 100.0 100.0

Fuel Consume
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Extremely
satisfied
6 12.0 12.0 12.0
Satisfied 28 56.0 56.0 68.0
Neutral 11 22.0 22.0 90.0
Total 50 100.0 100.0

20

Space
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Extremely
satisfied
8 16.0 16.0 16.0
Satisfied 21 42.0 42.0 58.0
Neutral 16 32.0 32.0 90.0
Total 50 100.0 100.0

Maintenance Cost
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Extremely
satisfied
4 8.0 8.0 8.0
Satisfied 24 48.0 48.0 56.0
Neutral 21 42.0 42.0 98.0
Total 50 100.0 100.0

Interpretation: in 50 sample size peoples mostly prefer and most satisfied with the space
factor in all different factor which have mentioned in my questionnaire like, fuel
consumption, safety and comfort, Design, maintenance cost etc. the most satisfaction level is
16% which is getting response in space factor. So space factor is consider as a most attractive
factor.

Design
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Extremely
satisfied
4 8.0 8.0 8.0
Satisfied 24 48.0 48.0 56.0
Neutral 15 30.0 30.0 86.0
Total 50 100.0 100.0

21
Interpretation: From the above table it is clear that the Design factor has the highest
significance on satisfaction. It can be noticed from the above table that the value of Space
variable resides next on significance column, other than that all the other variables have
significantly low contribution to the model.

5) To explore assess whether customers are aware Power Steering present in Bolero.
Yes 36 72%
No 14 28%

Analysing: in analysing 72% people say yes and 28 % peoples say no.
Interpretation: Out of 100% of respondents, 72% of the respondents approached were aware
of the power steering present in some variant of Bolero and 28% 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.
yes
no

4. Coefficient of significant factor
Coefficients
a

Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .776 .340 2.281 .028
Factor -.074 .066 -.151 -1.118 .270
Fuel_Consume -.161 .082 -.271 -1.961 .056
Comfort_Safety .169 .084 .298 2.026 .049
Design .050 .087 .086 .573 .570
Space .088 .080 .159 1.099 .278
Maintenance and
Cost
.172 .102 .236 1.676 .101
a. Dependent Variable: Satisfaction

22
6) To explore assess whether customers general perception about Bolero.
Very Good 8 16%
Good 24 48%
Average 18 36%
Bad 0 0%

Analysing: in analysing 16 peoples said Very well with fuel consumption, 48% people with
good, 36% average and 0% people with Bad.
Interpretation: The sample drawn on the probability basis shows that out of 100% of
respondents 48% of the respondents gave Good response to Bolero. 16% gave Very Good
response, 36% gave Average response and 0% 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.
Very Goo
77% In comfort ability you prefer most vehicles.
Toyota Innova 15 30%
Chevrolet Travera 12 24%
Tata Sumo Victa 10 20%
Mahindra Bolero 13 26%
Very good
good
Average
Bad

23

Analysing: 30 % in favour of Toyota Innova. 24% in Favour of Travera, 20% with sumo
Victa, and 26% in Mahindra Bolero
Observation: In The chance of more comfort availability people goes with Toyota Innova,
then public prefer Mahindra Bolero so they have no chance to create a monopoly in the
market.
11. Findings
Based on the data gathered by administrating schedules to customers the following
observations are made.
1) Most of the people who are satisfied with Bolero got satisfied low maintenance cost factor

2) Mahindra has necessity to increase the features because people give less feedback towards
features.
3) From the analysis it can be interpreted that the Integrated Space was perceived as the most
attractive factor of the product, but while in regression analysis shows that Design has the
highest significance on satisfaction.
4) From the above scenario a statement can be established that though the Bolero has a very
satisfactory integrated space feature but, that is not enough to achieve customer satisfaction.
So, Mahindra Company should focus on the design of Bolero so that it can stand ahead in this
intense competitive scenario.
5) Mahindra has a good opportunity to increase their market because in figure 6 people give
more response to Mahindra Bolero.
6)Mahindra Must Need to grow advance technology because in figure 7 people give most
prefer rather than Mahindra Bolero, so Mahindra Bolero has tough competition towards
Toyota Innova and Chevrolet Travera.
7) Toyota Innova gives more comfort to customer rather than Mahindra Bolero which is the
negative impact for Mahindra and Mahindra.

0
2
4
6
8
10
12
14
16
Toyota
Innova
Chevrolet
Travera
Tata Sumo
Victa
Mahindra
Bolero
Series1

24
12. Conclusion and Recommendation
1) As majority of the customer give opinion that they are satisfied is the factor, services and
safety comfort of the product of the company should take not only maintain the existing
standard but also enhance the
2) The company is offering Bolero a low maintained vehicle, which is reflected on the
satisfaction of the Customer
3) Majority of the customer are not more satisfied with the design of the vehicle.
4) Mahindra and Mahindra Company should have must to increase the features in Mahindra
Bolero for provide Better facilities and increase Satisfaction level.
5) From the above scenario a statement can be established that though the Bolero has a very
satisfactory integrated space feature but, that is not enough to achieve customer satisfaction.
So, Mahindra Company should focus on the design of Bolero so that it can stand ahead in this
intense competitive scenario.
13.Suggestion
Mahindra and Mahindra Co. is a Good automobile company in India. They also provide a
Good features vehicles every year for their customer for increase the satisfaction level of
customer they always launched the motors according to customer demand but in heavy
completion market Mahindra co. is must need to focus on updated features in vehicles and
design. Because these are the factor that become a negative impact towards customer. So my
suggestion to Mahindra And Mahindra co. to focus on features and use good quality product
in interior part and not only interior part Mahindra Company should focus on the design of
Bolero so that it can stand ahead in this intense competitive scenario.
14. Bibliography
References
1) Anderson E W Sullivan (1992), The anteecedents and Consequences of Customer
Satisfaction for Firms Marketing Science, No 12, pp125-143
2) Malhotra. K. Naresh & Dash Satyabhshan, 2012, Marketing Research, Person 5
th
Edition
3) Bansal H S and Voyer P A (2000), Word-of-mouth Processes within a Services Purchase
Decision Context, Journal of Services Research, No 3, pp 166-177.
4) Kotler P, Keller K. L, Koshy A, Jha M, 2009, Marketing Management, Pearson, 13th
Edition.
Web sources

25
www.mahindra&mahindra.com
www.mahindrabolero.com
www.google.com
www.indiaindustry.com

15. Customer Satisfaction Questionnaire

Dear Respondents, I am doing a survey on Customer satisfaction regards Mahindra Bolero
for Dissertation program. The data will be used only for my academic purpose, so please
kindly fill up the questionnaire form.

a) Name ..
b) Occupation ..
c) Age .. d) Income.

1) Are you a satisfied with Mahindra Bolero?
a. Yes
b. No

2) Which factor you consider is satisfies you most?
a. Feature
b. Low Maintenance
c. Looks
d. After Sales Service

3) Are you satisfy with the fuel consumption of BOLERO in regards to other companies.
a. Extremely Satisfied
b. Satisfied
c. Neutral
d. Dissatisfied

4) Are you satisfied with the Safety and Comfort of BOLERO in comparison to other SUV
VEHICLE?
b. Satisfied
c. Neutral
d. Dissatisfied
5) Are you satisfied with the Design?

26
b. Satisfied
c. Neutral
d. Dissatisfied
6) Are you satisfied with space available in BOLERO in comparison to other competitor?
b. Satisfied
c. Nor Satisfied & Dissatisfied
d. Dissatisfied
7) Are you satisfied with Maintenance cost?
b. Satisfied
c. Neutral
d. Dissatisfied
8) Are you aware about power steering present in Bolero?
a. Yes
b. No
9) Your general perception about Bolero.
a. Very Good
b. Good
c. Average
d. Bad
10) In Comfort ability you prefer most vehicles,
1) Toyota Innova
2) Chevrolet tereva
3) Tata Sumo Victa
4) Mahindra Bolero

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Customer Satisfaction Regards Mahindra Bolero

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