A

TRAINING PROJECT REPORT

ON
CUSTOMER SATISFACTION REGARDING AFTER SALES SERVICE

EVERGREEN MOTORS
A Training Project Report
Submitted in partial fulfillment of the requirements for the
Award of the degree of
Bachelor of Business Administration

University of Kota , Kota (Raj.).

Academic Session 2014-2015

Submitted to: Mr.Amit kumar Saha
Sales Trainer(EGM KOTA)

Submitted by:Mr.Sunil Kumar Mehta

BBA-III YEAR

PREFACE

Good decisional research project result in helping to make

the best decisions that can be made at the least cost of
making it.
Marketing is a subject for all people and all seasons. We all
live be exchanging something so marketing is the study of
exchange process, how transitions are initiated, motivated,
facilitated, and consummated.
Marketing management deals with how organizations and
people can better manage their exchange activities to
produce income for themselves and satisfaction for others.
Marketing consist of asset of principles for choosing target
markets, evaluating customer needs, developing wants
satisfying products and service, and delivering value to
customers and profit to the company. Effective marketing
decisions are based on sound information; the function of
marketing research is to provide information that will assist
marketing managers in making decisions.
The report is a humble attempt to sketch the various
important attempts of promotional activities of Evergreen
Motors.
2

This project report will helpful in analysis the costumer

perception and how this helps Evergreen Motors to make
increase in sales.

DECLARATION
I hereby declare that the presented report entitled A Study of
Customer Satisfaction with special reference to Mahindra
Scorpio is based on the original work and indebtedness on other
work \ publication has been duly acknowledged at relevant place.

Submitted By:
SUNIL KUMAR MEHTA
BBA Part-III

Acknowledgement
I feel immense pleasure in expressing a whole hearted thanks to all the
officials who have guided me all the way through my training in the
organization of Evergreen Motors, Kota.
I express my deep gratitude to Mr. Rajendra-Agrawal(Director of
Evergreen

Motors)Mr.

Rajeev-Choudhary(General

Manager),

Miss.Jaya- Patidar(HR Manager),Mr.Amit Kumar- Saha(Sales Trainer)

of Evergreen Motors, Kota. Provided me an insight into the working in
Evergreen Motors that enhanced my knowledge and with their support &
cooperation this training has taken a presentable form.
Its a pleasure of the researcher to have guidance Mr. Amit Kumar Saha
(Sales Trainer) of Mahindra Evergreen Motors in for his valuable
suggestion & encouragement I express my sincere acknowledgement to
efforts of the personnel of various personnel of Evergreen Motors whose
informative guidance motivated me to understand various dynamics of the
Evergreen Motors.

S.No

Topic

1.

Introduction

Page No.
6-21

2.

Company Profile

3.

22-28

29
Objective Of Study

4.

30-43
Organisation Profile

5.

44-54
Analysis Of Customer Satisfaction

6.

55-58
Conclusion

7.

59
Bibliography

INDEX

INTRODUCTION TO INDUSTRY

INTRODUCTION
The Project assigned to me was A Study On Customer Satisfaction Regarding After
Sales Services Of Mahindra & Mahindra At Evergreen Motors, Kota Dist.
This study will help me to find and customer satisfaction level of the customer for
authorized M&M service station in Kota dist, To know the reason for decline of
customers at service station, To know the perception of customers regarding the charges
or rates offered by the service station and To know any suggestion from customers to
improve the service station.
The study is scheduled through primary data and other information thereby preparing
Questionnaire, which focus of various variables, and attributes that are important to know
the satisfaction level and the factors affecting the purchase decision.
The survey caused in the Kota Dist with the sample size of 100.The collected data are
tabulated and analyzed data and all suggestions are given according to the analyzed data
graphs and charts are used to illustrate the statistical data and findings.
INTRODUCTION ABOUT AUTOMOBILES INDUSTRY:
History and development of Automobiles also marks the dynamism in
technological growth men have achieved. From the days of horseless carriages to the
modern-age self-guided automobiles that are designed meticulously using cutting-edge
technology, we have certainly-traveled too far.
Automobile Industry in India is still in its infancy but growing rapidly. The opportunities
in the automobile industry in India are attracting big names with the big purse and they
are investing vigorously in infrastructure, design and development, and marketing.
Automobile industry in India is today poised for (he big leap and this segment helps you
to be ready for that.

Indian Automobile Industry

The automobile industry is one of the core industries in India economy, whose
prospect is reflective of the economic resilience of the economy. With the liberalization of
the economy. India has become the playground of major global automobile majors. This
industry report of SCOPE MARKETING & INFORMATIONS SOLUTIONS PVT LTD
provides extensive information on the Indian Automobile Industry.
The automobile industry in India is gradually evolving to replicate those of developed
countries. The report focuses on the trends that are emerging in the industry across
segments, namely, passenger cars/multi-utility vehicles, commercial vehicles, twowheelers and tractors. The qualitative analysis of the various trends reveals that the
industry offers immense scope even for allied industries and those looking at investing in
the auto industrys a background, a brief perspective of the global automobile industry
across segments has been provided with comparisons on Indian scenario wherever needed.
It discusses the current scenario in the industry, with detailed look on segmentation,
structure, and supply and demand scenarios. A detailed competitive analysis of the industry
has been provided backed warn comprehensive details on production, sales, exports and
imports over the years, across segments.
Sales have increased with the entry of several foreign manufacturers and the introduction of
new vehicle models. The report also deals with aggressive marketing strategies undertaken
by different manufacturers in India. This highlights key issues influencing the automotive
industry in India such as import and excise duties, emission norms etc and it also deals
with various government regulations.

The Birth of Automobiles

The history of the automobile actually began about 4,000 years ago when the first wheel
was used for transportation in India. Several Italians recorded designs for wind-driven
vehicles. The first was Guido da Vigevano in 1335. It was a windmill-type drive to gears
and thus to wheels. Vaturio designed a similar vehicle that was also never built. Later

Leonardo da Vinci designed clockwork-driven tricycle with tiller steering and a differential
mechanism between the rear wheels.
In the early 15th century, the 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 the 1600s, small steam-powered engine models were developed,
but it was another century before a full-sized engine-powered vehicle was created.
Although by the mid-15th century the idea of a self-propelled vehicle had been put into
practice with the development of experimental vehicles powered by means of springs,
clockworks, and the wind, Nicolas-Joseph Cugnot of France is considered to have built
the first true automobile 1769. Designed by Cugnot and constructed by M. Brezin, it is
also the first vehicle to move under its own power for which there is a record. Cugnot's
three-wheeled steam-powered vehicle carried four persons and was meant to move
artillery pieces. It had a top speed of a little more than 3.2 km/h (2 mph) and had to stop
every 20 minutes to build up a fresh head of steam.
Evans was the first American who obtained a patent for "a self-propelled carriage." He, in
fact, attempted to create a two-in-one combination of a steam wagon and a flat-bottomed
boat, which didn't receive any attention in those days. During the 1830's, the steam
vehicle had made great advances. But stiff competition from railway companies and crude
legislations in Britain forced the poor steam vehicle gradually out of use on roads. The
early steam-powered vehicles were so heavy that they were only practical on a perfectly
flat surface as strong as iron. A road thus made out of iron rails became the norm for the
next hundred and twenty-five years. The vehicles got bigger and heavier and more
powerful and as such they were eventually capable of pulling a train of many cars filled
with freight and passengers.
Carl Benz and Gotttlieb Daimler, both Germans, share the credit of changing the transport
habits of the world, for their efforts laid the foundation of the great motor industry, as we
know it today. First, Carl Benz invented the petrol engine in 1885 and a year later
Daimler made a car driven by motor of his own design and the rest is history.

Daimler's engine proved to be a great success mainly because of its less weight that could
deliver 1000 rpm and needed only very small and light vehicles to cany them.

France too had joined the motoring scenario by 1890 when two Frenchmen Pan hard and
Levassor began producing vehicles powered by Daimler engine, and Daimler himself,
possessed by the automobile spirit, went on adding new features to his engine. He built
the first V-Twin engine with a glowing platinum tube to explode the cylinder gas-the very
earliest form of sparking plug. The engines were positioned under the seat in most of the
Daimler as well as Benz cars. However, the French duo of Pan hard and Levassor made a
revolutionary contribution when they mounted the engine in the front of the car under a
'bonnet'.
For many years after the introduction of automobiles, three kinds of power sources were in
common use: steam engines, gasoline or petrol engines, and electric motors. In 1900, over
2,300 automobiles were registered in New York, Boston, Massachusetts, and Chicago. Of
these, 1,170 were steam cars, 800 were electric cars, and only 400 were gasoline cars.
In ten years from the invention of the petrol engine, the motorcar had evolved itself into
amazing designs and shapes. By 1898, there were 50 automobile-manufacturing companies
in the United States, a number that rose to 241 by 1908. In that year, Henry Ford
revolutionized the manufacture of automobiles with his assembly-line style of production
and brought out the Model T, a car that was inexpensive, versatile, and easy to maintain.
The introduction of the Model T transformed the automobile from a plaything of the rich
to an item that even people of modest income could afford; by the late 1920s the car was
commonplace in modem industrial nations.
Herbert Austin and William Morris, two different carmakers, introduced mass production
methods of assembly in the UK, thus paving the way for *a revolution in the automobile
industry. Austin Seven was the world's first practical four-seated "baby car' which brought
the pleasures of motoring to many thousands of people who could not buy a larger, more
expensive car. Even the 'bull-nose' Morris with front mounted engine became the wellloved model and one of the most popular cars in the 1920s.

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Automobile manufacturers in the 1930s and 1940s refined and improved on the
principles of Ford and other pioneers. Cars were generally large, and many were still
extremely expensive and luxurious; many of the most collectible cars date from this time.
The increased affluence of trie United States after World War II led to the development of
large, petrol-consuming vehicles, while most companies in Europe made smaller, more fuelefficient cars. Since the mid-1970s, the rising cost of fuel has increased the demand for
these smaller cars, many of which have been produced in Japan as well as in Europe and
the United States.
Clearly, the consumer is king in a competitive environment. The automobile sector is just
one of several examples of how the consumer as benefited from competition. For
decades, the Indian consumer as paid dearly for our policy makers confusion between
socialism and capitalism. The thoughtless policy frame as neither allowed efficient
producers nor consumers to get optimum value for their effort or money. The recent price
was triggered by Telcos Indica is an interesting case study. Let us trace the evolution of
the Indian passenger car industry. Since independence till the early 1980s there were only
to major Indian players-Hindustan Motors and Premier auto-in the industry. As new
players were barred by licensing, and imports by absurd import duties, these two car
manufacturers constituted the oligopoly.
They had neither financial muscle nor any incentive to invest in technology or quality.
Little wonder the Indian consumer had the worst quality of cars in the
World.Worse than cars available even in countries like Nepal, Srilanka or Bangladesh
besides the exorbitant duty structure ensured that ownership was restricted to the super
rich the oligopolists were happy with this situation. Until the then prime ministers
omnipotent son had brilliant idea! To manufacture a people car at an affordable price.
Policies, government machinery, etc were twisted to, cement prices in unofficial markets
(make the dream come true. The oligopolists were furious (read premier Autos annual
reports of late 1980s/early1990s).but the people are maruti 800 came into existence.
We Indians have been quite happy with its japanees technology. But I realized how
poorly it compared to international cars when a well-built foreign guest of mine, unable to
fit himself in the front seat, remarked, is this car or a toy? All thought that people car
was available at such a low price because of the benevolent pricing our egalitarian
11

government, which holds the majority stake in the company. Then competition arrived
even for the people car (the competitor, indica, though is yet to hit the roads) and behold,
the people car is affordable by many more.-it is 10-12 percent cheaper. Some other
carmakers have slashed prices by almost25%. The private players plan to sell 10000cars
at lower price then the erstwhile Peoples Car has brought down prices of models that
together sell about 250000 units every year. In cars, the price reduction is quantifiable and
visible. In the past seven years, there have been hundreds of products where unshackling
competition has benefited the consumer.

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HISTORY OF THE COMPANY

1947: October, first batch of seventy-five Utility Vehicles (UVs) imported in CKD
condition from Willys overland Export Corporation.
1949: Lease of 11071 Sq. yds at Mazagaon from British India Steam navigation. The first
Willys Overland Jeep built in India at the Assembly Plant, Mazagaon, and Bombay.
1954: Phased manufacture of Vehicles undertaken in collaboration with Kaiser Jeep
Corporation and American Motors Corporation.
1962: Indigenous content of Jeep goes up to 70%. 137 acres of land purchased at Kandivli
to centralize manufacturing operations.
1965: FC 150 Petrol Trucks introduced.
1967: Two wheel drive Utility Vehicles introduced. 101" wheelbase and Metal Body UVs
introduced. Indigenous content goes up by 97%.
1969: Export of vehicles started, export of total 1200 UVs together with spare parts to
Yugoslavia. Exports also made to Ceylon, Singapore, Philippines and Indonesia.
1970: Contracts concluded to export of 3304 vehicles, mainly to Yugoslavia and
Indonesia.
1971: Separate R&D section set up.
1974: Maxi miller campaign launched to conserve fuel. CJ 4A introduced with new
transmission and axle ratio. Collaboration agreement with Jeep corporation (subsidiary of
AMC, Detroit).
1975: FC 260 Diesel light truck introduced. CJ 500 D Diesel introduced with MD 2350
Diesel Engine.
1979: Government of India approves in principle, the technical collaboration with
Peugeot, France for the manufacture of XDP 4.90 Diesel Engine.

13

1981: Nasik Trucks Assembly Plant formally inaugurated. Peugeot Engine Assembly
Plant at Ghatkopar inaugurated. NC 665 DP Mini Truck rolls out from Nasik Assembly
Line.
1983: FJ 460 model introduced with 4-speed gearbox. Engine plant at Igatpuri was
formally inaugurated by Mr. Jean Boillot, President of Automobiles Peugeot of France for
the manufacture of 25000 Peugeot and Petrol engines.
1985: New Mahindra Vehicle-MM 540 launched in Bombay. NC 640 DP with 4-speed
gearbox introduced. Mahindra MM 440 introduced.
1986: CJ 640 DP Vehicle introduced.
1987: MM 540 DP metal Body Wagonette introduced.
1988: M&M signed a Memorandum of Understanding with Hyderabad Allwyn Nissan
Limited to form Mahindra Nissan Allwyn Ltd., as its associate company with LCV
operations in Andhra Pradesh.
1989: CJ 340 DP model introduced. M&M and Peugeot announced their tie up for the
manufacture of Peugeot 504 pick up truck, BA 10 gearboxes and latest XD 3 diesel
engines. M&M acquired automotive pressing unit at Kanhe, from Guest Keen Williams
Ltd.
1991: Introduction of CJ 500 DI models with MDI 2500 A direct injection diesel engines.
M&M bags order to export 10000 CKD kits. Commander range of models: 650 DI, 750
DP/HT were launched with tremendous market response.
1993: Mahindra Armada launched. M&M was the only manufacturer to withstand the
demand recession, with increasing sales.
1995: Mahindra Nissan Allwyn Ltd. (MNAL) merged with M&M and Zaheerabad LCV
operations becoming part of Automotive Sector. FJ series of LCVs were shifted from
Nasik to Zaheerabad. Business Process Re-engineering Project initiated in the Division.
Igatpuri Engine Plant received ISO 9002 certificate from TUV of Germany. Single
Cab/Double Cab project was initiated.

14

1996: New LCV model Cabking DI 3150 & Mahindra Classic vehicles were launched.
New Commander 5 Door Hard Top was introduced.
The company was the first automobile manufacturer to get all the engine types approved
for the new emission norms effective from 1st April 96. IDAM (Integrated Design &
Manufacturing) set up for designing entirely new vehicle with the help of internationally
renowned consultants.
1997: Commercial production of Ford Escort commenced at Nasik Plant. License &
Technical Assistance Agreement was signed with Mitsubishi Motors Corporation for
Manufacture of SL Body at Zaheerabad (Voyager with XD 3 and BA 10). Soft/Hard top
versions of CL/MM 550, 8 seater Armada, Commander 650 DI with longer wheel base
and MM 540/550 XDB models were introduced. Kandivli and Nasik plants received ISO
9002 certificate from RW-TUV.
1998: Die shop Inauguration at Nashik Plant 2-8/8/97.
Voyager launched by the Chairman at Zaheerabad Plant on 12/11/97.
Complete localisation of Cabking model at Zaheerabad plant.
Change over from 3-Speed to 4-Speed Transmission.
400 nos. Army order successfully executed at Kandivli Plant in Mar'98.

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Major Milestones: 1945

October 2, Mahindra & Mohammed formed.

1948: The Company was renamed Mahindra & Mahindra Limited (M & M)
Steel Trading business was started in association with suppliers in U.K
1948: Business connections in USA through Mahindra Wallace
1949: Wallace Steel trading on behalf of European suppliers
Jeep Assembly commenced
1950: The first business with Mitsubishi Corporation (for 5000 Tons) for wagon building
plates for supply from Yawata Iron & Steel
1953: Otis Elevator Co. (India) established
1954: Technical & Financial Collaboration with Willys Overland Corporation
1956: Shares listed on the Bombay Stock Exchange
Dr. Beck & Co. formed - a JV with Dr. Beck & Co., Germany
1957: Mahindra Owen formed - a JV with Rubery Owen & Co. Ltd., UK
1958: Machine Tools Division started
1960: Mahindra Sintered Products Ltd. (MSP) formed - a JV with the GKN Group, UK.
1962: Mahindra Ugine Steel Company (MUSCO) formed - a JV with Ugine Kuhlmann,
France
1963: International Tractor Co. of India (ITCI) formed - a JV with International Harvester
Co., USA
1965: Vickers Sperry of India Ltd. a JV with Sperry Rand Corporation, USA
Roplas (India) a collaboration with Rubery Owen, UK

16

Manufacture of Light Commercial Vehicles commenced.

1970: Mahindra Engineering & Chemical Products Ltd.(MECP) commenced operations.
1971: International Harvester collaboration ended
1975: Switch over to diesel vehicles in-house development.
1977: ITCI merges with M&M, to become its Tractor Division
1979: License from Automobiles Peugeot, France for manufacture of XDP 4.90 Diesel
Engines
1982: License from KIA for manufacture of 4 Speed Transmissions
"Mahindra" brand of tractors born
Siro Plats formed
1983: M&M becomes market leader in Indian Tractor Market. (Position retained ever
since)
1984: Mahindra Hellenic Auto Industries S.A. formed - a JV in Greece to assemble and
market utility vehicles in Europe
1986: Mahindra British Telecom (MBT) formed - a JV with British Telecommunications
plc (BT), UK
1987: Acquired International Instruments Ltd.
1989: Automotive Pressing Unit (now MUSCO Stampings) acquired from GKW
1991: Introduction of Commander series.
1992: Triton Overwater Transport Agency Ltd., formed
Implementation of the Service Center project at Kanhe
Merged diverse activities of Steel, Machine Tools, Graphics into Intertrade
Division

17

1993: Mahindra Steel Service Centre Limited formed in association with Mitsubishi
Corporation and Nissho Iwai Corporation of Japan.
Mahindra Acres Consulting Engineers Ltd. (MACE) formed - a JV with Acres
International, Canada
Incorporation of MBT International Inc., USA, a wholly owned subsidiary of
MBT
The Companys maiden international offering the US$ 75m GDR issue.
Introduction of Armada.
1994: Mahindra Realty & Infrastructure Developers Ltd. (MRIDL) formed
Mahindra USA Inc., formed, for distribution of Tractors in the USA
EAC Graphics (India) Ltd., formed in collaboration with The East Asiatic
Company Ltd. A/S, Denmark
Reorganization of the Group creating six Strategic Business Units
MSL Division (Auto Components) hived off to form Mahindra Sona Ltd.
Mahindra Nissan Allwyn Limited merged with the Company.
1995: Mahindra Holding & Finance Ltd.(MHFL) becomes a subsidiary of M & M to
carry out business as an investment company
Technical collaboration with Mitsubishi / Samcor to manufacture L300.
1996: Mahindra Ford India Ltd. (MFIL) - a JV with Ford, Motor Co. USA to manufacture
passenger cars
The Company made a Foreign Currency Convertible Bond (FCCB) issue of US$
115 million.
1997: A new die shop was inaugurated at Nasik
Inauguration of The Mahindra United World College of India.
1999: Launch of Bijlee a battery-operated, 3-wheeler environmental-friendly vehicle.
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The largest online used vehicle website in India launched by Mahindra Network
Services.
The business of Intertrade Division and Mahindra Exports Ltd. combined and
renamed Mahindra Intertrade Ltd.
The Company acquired major stake in Gujarat Tractors.
Mahindra & Mahindra Financial Services Limited becomes a subsidiary of M&M
2000: The Company unveils new logo.
Mahindra Auto Specialties Ltd. a new 100% subsidiary is formed.
M&M sets up its first satellite tractor plant at Rudrapur.
The Company launches New Age Tractor, the Mahindra Arjun 605 DI (60 HP
tractor).
The Company launches Bolero GLX a Utility Vehicle a response to needs of
urban consumer.
2001: A 3-wheeler diesel vehicle "Champion" is launched.
The Company launches Mahindra MaXX a MUV positioned with the caption
Maximum Space, Maximum Comfort.
M&M ties up with Renault for petrol engines.
M&M established a separate division to provide Defence Solutions
2002: M&M launches Scorpio - the new generation Sports Utility Vehicle
2003: Scorpio - Recipient of prestigious Awards "Car of the Year" Award from Business Standard Motoring
"Best SUV of the Year" and "Best Car of the Year" Awards from BBC on Wheels
"Car of the Year" Award from CNBC Auto Car
M&M launches the "Invader" - a sporty open top vehicle.
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M&M opens a second tractor assembly plant in USA.

M&M launches MaXX Pik Up.
M&M Tractors awarded the prestigious Deming Prize for excellence in Quality the first tractor company in the world to receive the award.
M&M launches India's first Turbo tractor - Mahindra Sarpanch 595 DI Super
Turbo.
Scorpio wins National Award for R&D.
M&M ventures into Industrial Engine business
Mahindra Defence & Lockheed Martin Information Systems, UK, strike an
alliance for Defence Product.
2004: Launched the Mahindra World Tractor - a 75 HP tractor in the overseas market.
Formed a new Sector, Mahindra Systems and Automotive Technologies (MSAT),
to focus on developing components as well as offering engineering services.
Launched "Bolero" and "Scorpio" in Latin American, Middle East and South
African markets.
Signed MOU to enter into JV with Jiangling Motor Co. Group (JMCG) of China
to acquire tractor-manufacturing assets from Jiangling Tractor Company, a
subsidiary of JMCG.
M&M becomes the first Indian company to achieve sales of one million tractors.
2005: Acquired 51% stake in SAR Transmission Private Limited, a company engaged in
manufacture of gears and transmission shafts.
M&M Farm Equipment Sector launch operations in Australia.
M&M becomes the first Indian auto manufacturer to launch the Common Rail
Diesel Engine (CRDe), offering it on the Scorpio.

20

Acquired 80% stake in the JV with Jiangling Motors i.e. in Mahindra (China)
Tractor Company.
M&M and Renault enter into a JV to manufacture of the mid-sized sedan, Logan,
in India.
M&M and International Truck and Engine Corporation enter into a JV to
manufacture Trucks & Buses in India
The first tractor from the JV, Mahindra (China) Tractor Co. Limited, rolled out on
2 July 2005

21

COMPANY PROFILE

M&M's association with the automobile business dates back to 1945. The Company was
incorporated in 1945 and was originally formed to manufacture utility vehicles for the
Indian market, initially by importing and assembling Willys Jeep kits. The manufacture of
utility vehicles commenced in 1954 in collaboration with Willys Overland Corporation
and its successors, Kaiser Jeep Corporation and American Motor Corporation (now part
of the Daimler Chrysler group). The Company commenced manufacturing Light
Commercial Vehicles (LCV) in 1965. The Company has recently entered the threewheeler market.
Over the years, the Mahindra brand of vehicles have come to represent high quality,
ruggedness, durability, reliability, easy maintenance and operational economy. These are
the qualities that have endeared the vehicle to individuals as well as institutions like the
Indian armed forces. M&M is the leader in the MUV business in the country since
inception.
M&M has comprehensive manufacturing facilities with high level of vertical integration.
M&M's automotive division has four manufacturing plants, three in the state of
Maharashtra and one in Andhra Pradesh. In Maharashtra, its plants in Mumbai and Nasik
manufacture multi-utility vehicles, and engines are produced at the Igatpuri plant. Light
commercial vehicles and three-wheelers are manufactured at the Company's plant in
Zaheerabad in Andhra Pradesh.
Our Mumbai and Nasik plants with the R&D facility at Nasik are ISO/TS 16949 certified.
The Mumbai plant has also been recommended for the TPM excellence award. Our
engine plant at Igatpuri has QS 9000 certification. Our LCV & three-wheeler plant at
Zaheerabad have ISO 9001:1994 certification. Both of these plants are also working
towards TS 16949 certification. Our plants in Mumbai and Igatpuri are also ISO 14001
certified.

22

M&M has a strong Research & Development set-up, with over 300 engineers in the
automotive division. The Company's technical prowess is proven by negligible import
content in our vehicle and by the design and development of a totally, from ground
upward, new contemporary SUV - Scorpio.
The division's marketing efforts are supported by a network of more than 275 dealers
across the country, which are managed by 20 sales offices. Additionally, the division has a
national network of authorized service stations and stockiest to meet customer needs for
servicing and spare parts.
Having conquered a substantial portion of India's semi-urban and rural markets, the
division has in recent years secured significant success in urban regions following the
introduction of premium MUVs like Bolero, and Scorpio. Scorpio is M&M's first
indigenously developed Sports Utility Vehicle - an off road vehicle with car like comforts.
The Scorpio was launched in June 2002 and has been universally acclaimed. It was
declared to be the "Car of the Year" by CNBC AutoCAD, BBC Wheels and Business
Standard Motoring.
M&M's automotive division also exports its products to several countries in Africa, Asia
and European & Latin American countries.

23

LITERATURE REVIEW
MEANING OF THE CUSTOMER SATISFACTION:
Whether the buyer is satisfied alter purchase depends on the oilers performance in
relation to the buyers expectations in general;
"Satisfaction is a persons feeling of pleasure or disappointment resulting from
comparing a products perceived performance (or outcome) in relation to his/her
expectations.
As this definition makes clear, satisfaction is a faction of perceived performance
and expectation. If the performance fails short of expectations, the customer dissatisfied,
highly many companies are aiming for high satisfaction, because customers who are just
satisfied still find it easy to switch when a better offer comes along. Those also are highly
satisfied are much less ready to switch high rates faction or delight creates un emotional
bond with the brand, net just a rational preference the result is high customer loyalty.
Buying experiments friends and associates advice and market and competitors
information and promises. If marketer raises expectations too high the buying is likely to
be disappointed.
A customer decision to be loyal or to default is the sum of many small encounters with
the company, consulting firms etc. corporation says that in order to convert all the small
encounters to customer loyalty, companies need to create a "Brand Customer
Experience".
Customer oriented thinking requires the company to define customer needs from the
customer point of view not from its own point of view. Every product involves trade offs,
and management cannot known what these are without talking 10 and researching
customers. Thus, a car buyer would like a high performance car that never breaks down
that is safe, attractively styled and chief Since, all of them virtues cannot be confined in
one cany the car designer must make hard chooses not on what pleases them but rather on
what customer prefer are expect. The aim, after all, is to make a sale through meeting the
customers need.

24

Why is it supremely important to satisfy to customer?

Basically because of company's sale each period comes from two groups. New
customer and repeat customer. It always cost more to attract new customers than to retain
current customer. Therefore, customer retention is more critical than customer attraction.

25

The. Key to customer retention is customer satisfaction to satisfied Customer.

Buys again

Talks favorably to others about the company.

Pays less attention to competing brands and advertising.

Buys other products from the same company.

One Japanese businessman told the magazines "our aim goes behind satisfying the
customers, our aim is to delight the customer". In fact, this is higher the great marketers.
They go behind meeting the mere expectations of the customers, when they delight a
customer, the customer talks to even more acquaintances about the One companies. The
delighted customers are more effective adventurous than advertisement placed in the
Media.
Now let us consider what happen when the company creates a dissatisfied customer.
Whereas we have pointed out, a satisfied customer tells three people about a good product
experience, a dissatisfied customer gripes to eleven people. In fact, in one study, 13% of
the people who had a problem with an organization complain about the company to more
than 20 people. Suppose each person who heard the bad story told to eleven people.
Suppose each person who told another eleven and soon. Clearly, bad word of mouth
travels faster an faster than good word of mouth and car easily poison the public's attitude
about the company.
Thus, a company should be away to regularly measure customer satisfaction. It cannot
rely just on voluntary complain from customers when they are dissatisfied. In fact, 96%
of the unhappy customers never tell the company. Companies should set up survey and
suggestion systems to maximize to customers opportunity to complaint.
In this way. The company will learn how we!! It is doing. It is also a major way for (lie
company to learn how to do better. The 3M company claims that over 2/3 rd of innovative
ideas come from the listening to customer complains.
Listening is not enough. He company must respond constructively in the complain of the
customers who register a complain between 54 and 70% will do business again with the
26

organization. If the customer feels that t h e complaint was resolved quickly. Customers
who have complain to an organization and had their complaints satisfactorily resolved tell
about the organization to fine people about the treatment they received. When a company
realizes that a loyal customer may account for a substantially sum of revenuer over the
years, it seems foolish to risk loosing over a small matter, for example, IBM makes sales
person write a full report on each least customer and all the steps are taken to restore
satisfaction.
A customer-oriented company would track its customer satisfaction level each period and
set improvement goals. If they manage to increase customer satisfaction and loyalty, it
docs not have top worry even if its profits are down in a particular year. If is on the right
track satisfaction keeps falling it is on the working track. Profit would go up or down in a
particular year for many reasons, inclosing rising controls, falling prices, major new
investments and soon. But, the ultimate sign of a healthy company is that its customer
satisfaction index is high and keeps rising companys future profits.

27

Management Problem

Management wants to know why there is decline of customers visit at Evergreen

Automobiles Service centre, Kota.

Research Problem

To analysis customers satisfaction level and Response with respect to Evergreen

Automobiles Service centre, Kota.

Statement of the Problem

Todays customers are an important element in every business so to retain a
customer and make the loyal company is a great challenge.
This is what made me to take up this project on A STUDY ON CUSTOMER
SATISFACTION

REGARDING

AFTER

SALES

SERVICES

MAHINDRA&MAHINDRA AT EVERGREEN AUTOMOBILES

OF

SERVICE

CENTER KOTA.
Purpose of the Study
The purpose of the study on customer satisfaction regarding after sales services
and to know any suggestions to improve the Evergreen automobiles service centre, Kota.
Scope of the Study
In this competitive world retaining the customers has become important part and
parcel of the business activity, since in these arena the people who adopt to changes and
new technologies will survive.

28

This study will help to understand customer need, preference and what they
require from the service station and this study will not only help me as a student but it
will also the Evergreen automobiles to improve its service standard.

Objectives of the Study: 1. To know the customers satisfaction level at Authorized Mahindra &Mahindra
service centre in Kota District.
2. To know the different tractors of Mahindra & Mahindra.
3. To know the suggestions from customers to improve the service center
5. .

4. To know the customers

Satisfaction & their perception regarding service Offered by Evergreen
Motors
(Distributor, dealer & service provider.)

29

ORGANISATION PROFILE

30

Evergreen automobile is situated at mujawar complex puna road Kota. It was started in
the year 1937 by shri devidas tarundas shah first it was dealer of ford motors. Then 1952it dealer of Mahindra and Mahindra under the dealership of universal motors Bombay. In
the year 1972 it acquired the dealership of Mahindra and Mahindra wholly in Kota
district. Till today it has maintained its reputation.
Evergreen automobile is a partnership firm. It has three partners and all the three partners
look after three departments. The departments are spares department, sales department,
&service department. Mr. kishor d shah looks spares parts department,
Mr. dinesh d shah looks sales department and Mr. Mahindra d shah looks service
department
Spares department has 4 employees. Sales department 3 employees. This three employees
have different posts. They are sales manager and sales executives.
Service department has total 25 employees; in there are 5 clerks and 20 mechanics.
Evergreen automobiles sell every products of Mahindra and Mahindra expect
scorpio.orginal spare parts are sold in Evergreen automobiles only and no where else

31

ORGANISATION CHART
Sales Department
Sales department in charge
Mr. Amit Kumar Saha(Sales Trainer)

Sales Manager

Sales Executives
Spares Department

Spares Department In charge

There are four employees under In Charge of Spares Department

Service Department

Service Department In charge

In this servicing centre, there are 20 employees in that there are 15 are mechanics
and rests of 5 them are thinkers. Other than this there are 2 clerks and 1-computer
operators.

32

PRODUCTS SOLD BY EVERGREEN MOTORS IN KOTA(RAJ)

Mahindra Scorpio
Mahindra

Bolero

Mahindra Thar
Mahindra

Quanto

Mahindra Verito
Mahindra Verito Vibe
Mahindra XUV 500
Mahindra Xylo
Mahindra SSangyong Rexton

33

Sampling
Concerned to my project, the respondents were chosen Stratified
Random Sampling (quota sampling).
SAMPLING PROCESS

Area: Kota District

Sample Frame: consumers who owned Mahindra vehicles.

Sample unit: Individual owners of Mahindra vehicle.

Sample size: 100 Respondents of Mahindra vehicle.

Sampling method: Stratified random sampling (quota sampling).

Research Design
The research study was made keeping in mind the various factors that were worked out in
informal discussion with the Evergreen Automobile, that would be included as a research
object and the study can be based on the objectives.
Steps in the Research Design

Define the research problem

Estimate the value of Information

Select the data collection method

Select the measurement technique

Select the Sample

Select the Analytical Approach

Evaluate the ethics of the Research

34

Specify time and financial cost

Prepare the Research Proposal

1. Define the research problem

To analysis customers satisfaction level and Response with respect to Evergreen
Automobiles Service centre, Kota.
2. Estimate the value of Information
The value of information should exceed the expected cost. I am conducting the Stratified
Random Sampling method. Sample sizes for my research will 100 in numbers.
3. Select the data collection method
Decided to go for survey methods i.e., stratified random sample. Using the questionnaire
conducting the survey and using Dichotomous (close-ended), rating scale and open-ended
questions.
4. Select the measurement technique
Descriptive type of research, using the questionnaire with rating scale, open & closeended questions.
5. Select the Sample
The sample would be Individual owners of Mahindra vehicle
, In Kota Dist
6. Select the Analytical Approach
Analyzing the collected information with the help of percentages (%) using MS-Excel
software.
7. Evaluate the ethics of the Research

35

The collected information (data) will be used for solving the management problem and
not for any non-ethical objects; the main objectives will be addressed.
8. Specify time & financial cost
Time period is three months (Jan To March).

Stationary Provided By Dealership

9. Prepare the Research Proposal:

As the customers visit were going down from few years in the Evergreen Automobiles
Service center, Kota So the management wants to know what are the
Customers expectation and responses towards Evergreen Automobiles
Service centre, Kota.
For this purpose there was need to know the Customer satisfaction level regarding after
sales services of Mahindra and Mahindra at Evergreen Motors Service
Centre, Kota.

36

Data Collection Methods:

The information necessary for this research data collected by tapping primary and
secondary sources. The sources are as follows:

Primary Sources:
a) Questionnaire
b) Personal interaction

Secondary Sources:
a) Company Websites
b) Related Information from Internet
c) Company Reports Books and Publications.

Measuring Tools:

The measurement and evaluation of the data is done using statistical tools and techniques
such as simple percentage method, mean, graphical representation with help of data code
sheet using MS Excel software

37

RESULTS AND DISCUSSION WITH GRAPHS: (ANALYSIS)

Q.No

1 2 3 4

10
A

11

13

Samples
1 1

2 3

3 2

4 4

5 2

6 5

7 1

8 2

9 3

10 2

11 3

12 4

13 2

14 5

15 1

16 2

17 3

18 5

2
1
2
1
3
2
3

2
1
3
2

38

19 1

20 2

21 3

22 4

23 1

24 3

25 2

26 3

27 3

28 5

29 2

30 5

31 2

32 5

33 5

34 2

35 3

36 5

37 4

38 3

39 3

40 4

41 2

2
1

1
2

2
1

2
1
2

39

42 2

43 3

44 2

45 2

46 2

47 3

48 5

49 3

50 5

51 3

52 2

53 3

54 2

55 3

56 2

57 4

58 5

59 3

60 3

61 3

62 3

63 2

64 1

2
1

1
2

2
1
2

40

65 4

66 3

67 5

68 5

69 3

70 2

71 5

72 4

73 4

74 5

75 4

76 5

77 3

78 2

79 5

80 4

81 1

82 3

83 2

84 3

85 4

86 3

87 4

2
1
2

2
1
2
1
2

41

88 3

89 3

90 4

91 3

92 2

93 4

94 5

95 3

96 4

97 2

98 1

99 1

100 1

42

ANALYSIS OF CUSTOMER
SATISFACTION

1.

Satisfied with overall service provided by Evergreen automobiles

1. Strongly Agree

10

3. Neither agree not disagree 31

5.Strongly Disagree

16

43

2. Agree

25

4. Disagree

18

Interpretation
According to my survey, out of 100, responds 31% of the people says neither
agree nor disagree about overall service provided by Evergreen Automobiles. And 25% of
the people agree. And 18% of the people disagree, and 16% of the people says strongly
disagree, and lastly 10% of the people strongly agree about overall service provided by
Evergreen Automobiles.

44

2. Authorized service station has sophisticated tools and techniques.

1. Strongly Agree

06

3. Neither agree not disagree 32

5.Strongly Disagree

2. Agree

28

4. Disagree

25

09

Interpretation
Out of 100 respondents 32% of the people moderate about tools & techniques &
28% of the people agree, &25% of the people disagree & 9%of the people says strongly
disagree & 6% of the people strongly agree for tools & techniques.

45

3 Authorised service station has sufficient and genuine spares.

1. Strongly Agree

07

3. Neither agree not disagree 30

5.Strongly Disagree

2. Agree

36

4. Disagree

17

10

Samples

Station has sufficent tools and Genuine Spares

40
35
30
25
20
15
10
5
0
1. Strongly
Agree

2. Agree

3 .Neither
Agree nor
dis Agree

4. Dis agree 5. Strongly

Dis agree

Respondents

Interpretation
From the source of field survey, out of 100 respondents 36% of the people agree
with sufficient & genuine spares, & 30% of the people moderate with the spares, & 17%
of the people disagree, & 10% of the people strongly disagree,& remaining 7% of the
people strongly agree for sufficient & genuine spares.

46

4. Labour charges compared to Authorised service and roadside Mechanics.

1 Very high

60

3 Economical

08

2 High

32

4 Low

Labour Charges
70

Samples

60
50
40
30
20
10
0
1. Very high

2. High

3. Economical

4. Low

Respondents

Interpretation
According to my survey 60% of the people says labor charge is very high in the
Evergreen Automobiles as compared to roadside or any other Authorized service centre,
& 32% of the people says labor charge is high & remaining 8% of the people says labor is
reasonable.& no body is ready to agree with low labor charges.

5. Delivery as per schedule.

47

1 Always

10

2 Most of times

25

3 Some Times

45

4 Never

20

Delivery as per schedule

45
40
35
30
25
20
15
10
5
0
1. Always

2. most of
the times

3. Some
times

4.Never

Respondents

Interpretation
45% of the respondents are disagree with the delivery of vehicle timings and 25%
of the respondents are moderate, 20% of them said they never get timely, and 10% of
them are agree with the delivery as per schedule.

6. On Road Break down Service.

48

1 Poor

11

3 Good

2 Fair

36

46

4 Excellent

07

Break down Service

50

Samples

40
30
20
10
0
1.Poor

2.Fair

3.Good

4.Excellent

Respondents

Interpretation
In the samples taken out of 100 respondents 46% of the people says on road break
down service is fair, &36% of the people says good & 11% people says poor, &
remaining people says on road break down service is excellent.

49

10. Whether people at service station are co- operative or not.

Attributes

Low

Moderate

High

Very High

Works Manager

20

23

38

19

Service Advisor

13

25

44

18

Service Supervisor

15

27

39

19

Technicians

22

16

34

28

People at service station are cooperative

50
40
30
low

20

moderate

10
0

high
works
manager

very high

service
Supervisor
Respondents

Interpretation
Based on my survey the customers are says that works manager is 38% high,
20% low &23% moderate with them at service station and service advisor is 44% is
high, 13% low and 25% moderate with them and

service supervisor is 39% is

high , 15% is low and 27% moderate with them. And technicians are 34% high,
22% low and is 16% moderate with them at service station.

50

11. It is helpful if service station is kept open on Sundays

Yes

80

No

20

Service Station kept on Sundays

20%

80%

Interpretation
From the source of field survey nearly 80% of people says it is helpful to them, if service
station is kept open on Sundays.

51

12. Whether you would recommended Evergreen service station to others.

Yes

71

No

29

Recommend to others

29

71

Interpretation
According to my survey 71% of

people

says that, they are recommended

Evergreen automobiles to others. And 29% of people are not recommended Evergreen
automobile to others.

52

FINDINGS AND SUGGESTIONS

Findings: According to my survey, out of 100, responds 31% of the people says neither agree
nor disagree about overall service provided by Evergreen Automobiles
Out of 100 respondents 32% of the people moderate about tools & techniques

From the source of field survey, out of 100 respondents 36% of the people agree with
sufficient & genuine spares,

According to my survey 60% of the people says labor charge is very high in the
Evergreen Automobiles as compared to roadside or any other Authorized service
centre.

45% of the respondents are disagree with the delivery of vehicle timings.

In the samples taken out of 100 respondents 46% of the people says on road break
down service is fair.
From the source of field survey nearly 80% of people says it is helpful to them, if
service station is kept open on Sundays.
Suggestions: Management should make availability of sufficient tools and techniques and genuine
spare parts.
Management should try to reduce labor charge and service charges as much as
possible.
53

 Management should maintain delivery timings and on road break down services as
they promised to their customers.
Majority of the customers wants to kept open service station on Sundays, so
management should try to provide services on Sundays also

CONCLUSION

According to my survey majority of the customers are not satisfied with overall
service provided by Evergreen Automobiles, they expect management should provide: Sophisticated tools and techniques.
Genuine spare parts.
Reduction in labor charges.
Timely delivery of vehicle.
So Management should concentrate on these aspects to satisfy their customers.

54

Dear Sir,
I Gireesh A. Kale pleased to introduce myself as MBA student of PES&Ts Kota
Institute of Management Studies, MBA, and Kota. As a part of curriculum I have
undertaken a research titled A study on customer satisfaction regarding after sales
services of Mahindra & Mahindra at Evergreen Automobiles Service Centre, Kota. The
information provided by you will be strictly kept confidential and used for academic
purpose only.
QUESTIONNAIRE
1. Which Mahindra vehicle do you own?
_______________________________________________________________
2. Are you satisfied with the overall service provided by the Evergreen
Automobiles
1. Strongly Agree

2. Agree

3. Neither agree nor disagree

4. Disagree

5. Strongly Agree
3. Authorized service station has sophisticated Tools and Techniques.
1. Strongly Agree

2. Agree
55

3. Neither agree nor disagree

4. Disagree

5. Strongly Agree
4. Authorized Service Station has sufficient and genuine spares
1. Strongly Agree

2. Agree

3. Neither agree nor disagree

4. Disagree

5. Strongly Agree
5. Labor charges (Comparison to roadside mechanics or other authorized
service station)
1. Very High

2. High

3. Economical

4. Low

6. Delivery as per schedule

1. Always

2. Most of times

3. Some times

4. Never

7. Distance of service station from your residence

_____________________________________________________________
8. On road break-down service
1. Poor

2. Fair

3. Good

4. Excellent

9. Have you come across any problem with authorized service station?
1. Yes

2. No

If yes, specify _________________________________________________

56

10. Whether people at service station are co-operative or not

Low

Moderate

High

Very High

1. Works Manager
2. Service Advisor
3. Service Supervisor
4. Technicians

11. Whether it is helpful for you, if service station is kept open on Sundays
1. Yes

2. No

12 Can you suggest the best working time for the service station?
_____________________________________________________________
13. Whether you would recommended Evergreen Service Station to others
1. Yes

2. No

14. Any Suggestions to improve the services provided at Evergreen Automobiles.

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
1. Name of the Respondent: _________ ___________________________________
2. Address of the Respondent____________________________________________
3. Vehicle Model

____________________________________________

4. Vehicle No.

____________________________________________

5. Phone No:

_______________ Mobile No.: ______________

57

Thank you,

Signature

BIBILOGRAPHY
Books
Marketing Research - Tull And Hawkins
Marketing Management - Philip Kotler
Company Magazines and manuals

Web Sites a. www. Mahindra and Mahindra.com

b. www.google.com

58

59