1. MAHINDRA & MAHINDRA LIMITED
Company Profile:
Introduction:
Mahindra & Mahindra Limited is part of the Mahindra Group, an automotive, farm
equipment, financial services, trade and logistics, automotive components, after-
market, IT and infrastructure conglomerate.
Head Office:
5th floor, Mahindra Towers,
G.M. Bhosale Marg,
Worli, Mumbai : 400018
Registered Office:
Mahindra & Mahindra Limited
Gateway Building,
Apollo Bunder,
Mumbai - 400 001.
Contact Information:
Phone: (022) 24975176
Fax: (022) 2490 0830
Website: http://www.mahindra.com
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2. Nature of the Organization:
Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India
and is now a US $6.3 billion Indian multinational. It employs over 1,00,000
people across the globe and enjoys a leadership position in utility vehicles,
tractors and information technology, with a significant and growing presence in
financial services, tourism, infrastructure development, trade and logistics. The
Mahindra Group today is an embodiment of global excellence and enjoys a strong
corporate brand image.
Mahindra is the only Indian company among the top tractor brands in the world
and has made an entry in the two-wheeler segment, which will see the company
emerge as a full-range player with a presence in almost every segment of the
automobile industry.
The Mahindra Group expanded its IT portfolio when Tech Mahindra acquired the
leading global business and information technology services company, Satyam
Computer Services. The company is now known as Mahindra Satyam.
Mahindra is also one of the few Indian companies to receive an A+ GRI checked
rating for its first Sustainability Report for the year 2007-08.
Mahindra & Mahindra Limited is part of the Mahindra Group, an automotive,
farm equipment, financial services, trade and logistics, automotive components,
after-market, IT and infrastructure conglomerate The company was set up in 1945
in Ludhiana as Mahindra & Mohammed. Later, after the partition of India,
Ghulam Muhammad returned to Pakistan and became that nation's first finance
2

3. minister. Hence, the name was changed from Mahindra & Mohammed to
Mahindra & Mahindra in 1948.
Initially set up to manufacture general-purpose utility vehicles, Mahindra &
Mahindra (M&M) was first known for assembly under license of the iconic
Willys Jeep in India. The company later branched out into manufacture of light
commercial vehicles (LCVs) and agricultural tractors, rapidly growing from
being a manufacturer of army vehicles and tractors to an automobile major with a
growing global market. At present, M&M is the leader in the utility vehicle (UV)
segment in India with its flagship UV, the Scorpio (known as the Mahindra Goa
in Italy). M&M is India's largest SUV maker. It’s a public company and engaged
in the automotive and farm equipment industry.
Mahindra's Farm Equipment Sector is the proud recipient of the Japan Quality
Medal, the only tractor company worldwide to be bestowed this honour. It also
holds the distinction of being the only tractor company worldwide to win the
Deming Prize. The US based Reputation Institute recently ranked Mahindra
among the top 10 Indian companies in its Global 200: The World's Best
Corporate Reputations list.
Business:
Mahindra & Mahindra grew from being a maker of army vehicles to a major
automobile and tractor manufacturer. It has acquired plants in China and the
United Kingdom, and has three assembly plants in the USA. M&M has
partnerships with international companies like Renault SA, France and
International Truck and Engine Corporation, USA.
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4. M&M has a global presence and its products are exported to several countries. Its
global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA
Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.
M&M is one of the leading tractor brands in the world. It is also the largest
manufacturer of tractors in India with sustained market leadership of over 25
years. It designs, develops, manufactures and markets tractors as well as farm
implements. Mahindra Tractors (China) Co. Ltd. manufactures tractors for the
growing Chinese market and is a hub for tractor exports to the USA and other
nations. M&M has a 100% subsidiary, Mahindra USA, which assembles products
for the American market.
M&M made its entry into the passenger car segment with the Logan in April
2007 under the Mahindra Renault joint venture. M&M will make its maiden entry
into the heavy trucks segment with Mahindra Navistar, the joint venture with
International Truck, USA.
M&M's automotive division makes a wide range of vehicles including MUVs,
LCVs and three wheelers. It offers over 20 models including new generation
multi-utility vehicles like the Scorpio and the Bolero.
At the 2008 Delhi Auto Show, Mahindra executives said the company is pursuing
an aggressive product expansion program that would see the launch of several
new platforms and vehicles over the next three years, including an entry-level
SUV designed to seat five passengers and powered by a small turbodiesel engine.
True to their word, Mahindra & Mahindra launched the Mahindra Xylo in
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5. January 2009, and as of June 2009, the Xylo has sold over 15000 models.
Also in early 2008, Mahindra commenced its first overseas CKD operations with
the launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian
Auto Group. This was soon followed by assembly facilities in Brazil. Vehicles
assembled at the plant in Bramont, Manaus, include Scorpio Pik Ups in single
and double cab pick-up body styles as well as SUVs.
Mahindra is currently preparing to sell the diesel SUVs and pickup trucks starting
in February 2010 in North America, through an independent distributor, Global
Vehicles USA, based in Alpharetta, Georgia. Mahindrahas announced it will
import pickup trucks from India in knockdown kit (CKD) form to circumvent the
Chicken tax. CKDs are complete vehicles that will be assembled in the U.S. from
kits of parts shipped in crates.
Vision and Mission:
'We don't have a group-wide mission statement. Our Core Purpose is what makes
all of us want to get up and come to work in the morning.'
-AnandG.Mahindra
Indians are second to none in the world. The Founders of our nation and of our
Company passionately believed this. We will prove them right by believing in
ourselves and by making Mahindra & Mahindra Limited known world-wide for
the quality of its products and services.
Core Business Activities:
• Automotive
• Farm Equipment
• Systech
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6. • Financial Services
• Information Technology
• Infrastructure Development
• After-Market
• Two-wheelers
• Mahindra Partners Division
• Specialty Services
Size of the Organization:
Organization Structure:
CEO Secretary
Anand Mahindra NS
Chairman of the Board CFO
Keshub Mahindra Bharat Doshi
Director Automotive Sector
A.Ganguly PG
Director Farm Equipment Sector
R.Kulkarni AC
Director Finance, Legal & Financial Services
Anupam Puri UP
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7. Director Human Resources, After-Market &
Naraynan Vaghul Corporate Services
RD
Director Information Technology Sector
M.Murugappan UY
Director Infrastructure Development Sector
Arun Dasgupta AN
Director Systems & Technologies Sector
Deepak Parekh HL
Director Trade, Retail & Logistics Sector
Nadir Godrej RM
Turnover:
Mahindra & Mahindra along with two of its joint ventures, Mahindra-Renault and
Mahindra International, estimates a turnover of Rs 10,000 Crore by 2011. During
2007-08 the figure was Rs 8,000 Crore.
At present, Mahindra & Mahindra is making revenue from the passenger car segment.
The company plans to launch a batch of commercial vehicles in the Indian car market
and in future a bulk of revenue is expected to come from this segment.
Additionally, Mahindra is in process of establishing an Rs 2,500 Crore plant in
Chakan near Pune with a production capacity of 50,000 units per annum.
Product Range:
 MAHINDRA RENAULT (SEDAN)
7

8. The Mahindra Renault Logan is a spacious wide body sedan built in association with
Renault - the leading automobile manufacturer worldwide. It is a built around
Renault's leading space optimization' design. Mahindra (Sedan) The Mahindra
Renault with its petrol and diesel variants targets the upper middle class consumer
with Mahindra cars ranging between rupees five and seven lakhs. Mahindra Renault
variants include:
• Renault Logan GL 1.4 (Petrol):
Renault Logan GL 1.4 is one of the perfect fit and finish car in its segment. New cars
have a show room price of around Rs.4,35,000 and on-road price of around
Rs.5,00,000 inclusive of all charges such as insurance, octroi, RTO, etc. Mahindra
Renault Logan GL 1.4 car prices vary with the car dealer's location.
• Renault Logan GLE 1.4 (Petrol):
Renault Logan GLE 1.4, this perfectionist has is gifted with perfect body structure
and control level. New cars in this series have a showroom price ranging from around
four lakhs to around five lakhs inclusive of all charges like insurance, octroi, RTO,
etc. Renault Logan GLE 1.4 car prices vary with the car dealer's location.
• Renault Logan GLX 1.6 (Petrol):
Renault Logan GLX 1.6 is the ideal combination of power and elegance. At the
showroom, this car costs around Rs.5,35,000 with an on-road price of around
Rs.6,00,000. This includes standard ancillary charges also.
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9. • Renault Logan DLE 1.5 (Diesel):
This variant of Logan defines itself in terms of spaciousness and performance. The
Renault Logan DLE 1.5 is now available at a showroom price of around Rs.5,55,000
with an on road price of around Rs.6,20,000 including supplementary charges.
• Renault Logan GLS 1.6 (Petrol):
Renault Logan GLS 1.6 is a wide body car with classy features and aggressive price.
New cars have a show room price of around Rs.5,75,000 and on-road price of around
Rs.6,50,000. Mahindra Renault Logan GLS 1.6 car prices vary with the car dealer's
location.
• Renault Logan DLX 1.5 (Diesel):
Renault Logan DLX 1.5 is marked for its spacious and comfortable features. New
cars in this series have a showroom price ranging from around six lakhs to around
seven lakhs inclusive of all charges like insurance, octroi, RTO, etc. Renault Logan
DLX 1.5 car prices vary with the car dealer's location.
• Renault Logan DLS 1.5 (Diesel):
This sedan variant from the Logan collection includes all the latest features and
facilities available in its segment. At the showroom, this car costs around Rs.6,50,000
with an on-road price of around Rs.7,30,000. This includes standard ancillary charges
also.
 MAHINDRA BOLERO (SUV)
9

10. Popular Mahindra SUV car prices range from Mahindra cars at a bit above rupees five
lakhs to Mahindra cars at a bit below rupees ten lakhs. The Mahindra Bolero is
Mahindra's leading presentation in the utility vehicle segment. It comes with a brand
new style and time tested performance. The Mahindra Bolero lives up to its reputation
of being a tough vehicle. Mahindra (SUV) The Mahindra Bolero with its diesel
variants targets the middle class consumer with Mahindra SUVs at on-road prices
ranging between rupees five and seven lakhs. Mahindra Bolero variants:
• Bolero DI (Diesel):
Bolero DI makes toughest roads smoothest while riding. New cars have a show room
price of around Rs.5,20,000 and on-road price of around Rs.5,85,000. Mahindra
Bolero DI car prices vary in lakhs upon the car dealer's location.
• Bolero SLE (Diesel):
Bolero SLE is a perfect match of style, comfort and convenience. New cars in this
series have a showroom price ranging from around five lakhs to around six lakhs
inclusive of all charges like insurance, octroi, RTO, etc. Bolero SLE car prices vary
with the car dealer's location.
• Bolero Plus (Diesel):
The Mahindra Bolero gives an outstanding performance along with modern looks and
features giving the owner complete value for money. At the showroom, this car costs
around Rs.5,50,000 with an on-road price of around Rs.6,20,000. This includes
standard ancillary charges also.
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11. • Bolero SLX (Diesel):
This variant of Bolero is packed with new style and comfort to suit your needs or
unleash your style. The Bolero Bolero SLX is now available at a showroom price of
around Rs.5,80,000 with an on road price of around Rs.6,55,000 including
supplementary charges.
• Bolero DIZ (Diesel):
The Bolero DIZ excels in style with an aggressive grille ornament, muscular stance
and low fender extensions. The Bolero DIZ is now available at a showroom price of
around Rs.5,00,000 with an on road price of around Rs.5,60,000 including
supplementary charges.
 MAHINDRA XYLO
The Mahindra XYLO is perhaps the first vehicle in the country which has been
completely engineered around the customer. The powerful 2.49 litre mEagle CRDe
engine is fuel-efficient and delivers 112 bhp, allowing you to literally fly from 0-60
kmph in just 5.8 seconds. Moreover, the Mahindra XYLO offers class-defining lavish
space all around such that even a 6ft tall person can stretch in comfort on the 3rd row
seat. The XYLO offers an extraordinary level of luxurious comfort at a very cost-
effective price for prospective sedan buyers.
Body Dimensions:
Mahindra Xylo has got a 4525mm in length, 1770mm in width, 1880mm in height
and 2760mm in wheelbase. The Wheelbase which is currently added in the Xylo is
11

12. bigger than its Rival Toyota Innova and people who have seen the car tells us that
Xylo would be most spacious car in the MPV segment. Mahindra Xylo has an ample
ground clearance of 186mm which will help you to float over Indian roads with no
difficulty. The Xylo E2 will accumulate nine persons while rest comes out with
seating capacity of eight. The turning radius of Xylo is at straight 5.4m. The Xylo can
withstand to hold 55 Litres of fuel.
Colors:
Mahindra Xylo comes out with four variants in eight different attractive colors. The
customers can pick any of the colors which are
• Fiery Black
• Read or Red
• Java Brown
• Minty Green
• Lucky Lilar
• Gold Shimmer
• Rocky Beige &
• Mist Silver
Safety Features:
Mahindra has given a special attention to Xylo when it came to safety features. The
Xylo gets special credits as tubeless tyres as a standard option where the top end E8
variant gets an additional ABS and Airbags.
Differentiation between Variants:
• Xylo E2:
12

13. - Illuminated spoiler
- Engine immobiliser
• Xylo E4:
- Illuminated spoiler
- Engine immobiliser
- Central locking
• Xylo E6:
- Illuminated spoiler
- Engine immobiliser
- Central locking
- Tubeless tyre
- Fog Lamps
• Xylo E8:
- Illuminated spoiler
- Engine immobiliser
- Central locking
- Tubeless tyre
- Fog Lamps
- Rear Defogger
 MAHINDRA SCORPIO (SUV):
The Scorpio is Mahindra's world class presentation and flagship adventurous
SUV. Mahindra (SUV) The Mahindra Scorpio with its diesel variants targets the
13

14. middle class consumer with Mahindra SUVs at on-road prices ranging between
rupees eight and ten lakhs. Mahindra Scorpio variants:
• Scorpio 2.6 LX (7-Seater) (Diesel):
This vehicle comes fully packed with loads of stylish, convenient and comfort
features. New cars have a show room price of around Rs.7,10,000 and on-road price
of around Rs.8,00,000. Mahindra Scorpio 2.6 LX (7-Seater) car prices vary with the
car dealer's location.
• Scorpio 2.6 LX (9-Seater):
Figure out the great technological, exterior, interior, and safety features on this
masterpiece. New cars in this series have a showroom price ranging from around
seven lakhs to around eight lakhs inclusive of all charges like insurance, octroi, RTO,
etc. Mahindra Scorpio 2.6 LX (9-Seater) car prices vary with the car dealer's location.
• Scorpio 2.6 DX (7-Seater) (Diesel):
Scorpio 2.6 DX is well known for eye-catching looks and sturdy performance. At the
showroom, this car costs around Rs.7,80,000 with an on-road price of around
Rs.8,80,000. This includes standard ancillary charges also.
• Scorpio 2.6 DX (8-Seater) (Diesel):
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15. Scorpio 2.6 DX exudes robust and elegance including go-getting features. The
Scorpio 2.6 DX is now available at a showroom price of around Rs.7,78,000 with an
on road price of around Rs.8,80,000 including supplementary charges.
• Scorpio 2.6 SLX (7-Seater) (Diesel):
This variant from the Mahindra Scorpio's stable is marked for its durability, reliability
and low maintenance. New cars have a show room price of around Rs.8,40,000 and
on-road price of around Rs.9,50,000. Mahindra Scorpio 2.6 SLX (7-Seater) car prices
vary with the car dealer's location.
• Scorpio 2.6 SLX (8-Seater) (Diesel):
Scorpio 2.6 SLX possess strong engine with its attractive looks and decent design.
New cars in this series have a showroom price ranging from around eight lakhs to
around nine lakhs inclusive of all charges like insurance, octroi, RTO, etc. Scorpio 2.6
SLX car prices vary with the car dealer's location. Mahindra has positioned itself as the
traditional leader in utility vehicles on Indian roads. Its tie-up with Renault has marked its
full-fledged entry into the passenger car market. Mahindra cars today, including Mahindra
Bolero, Mahindra Scorpio, and Mahindra Logan enjoy immense popularity with Indian
middle class consumers.
Board of Directors:
Mr. A K Nanda, Executive Director
Mr. A S Ganguly, Director
Mr. Alan E Durante, Executive
Director
Mr. Anand G Mahindra, Managing
Director
Mr. Baldev R Gupta, Nominee
Director
15

16. Mr. Bharat Doshi, Executive Director
Mr. Deepak S Parekh, Director
Mr. K J Davasia, Executive Director
Mr. Keshub Mahindra, Chairman /
Chair Person
Mr. Lewis W K Booth, Director
Mr. M M Murugappan, Director
Mr. Nadir B Godrej, Director
Mr. Narayanan Vaghul, Director
Mr. Philip G Spender, Alternate
Director
Mr. R K Kulkarni, Director
Mr. R K Pitamber, Director
Mr. S K Bhatnagar, Director
Mr. Sanjiv A Kerkar, Nominee
Director
Mr. Sanjiv Kapoor, Nominee Director
Table No-1: Company’s Directors
Key Executives:
S.N. Auditor’s Name Designation
Co.Secretary & Compl.
1 Mr.Narayan Shankar
Officer
Group Chief Financial
2 Mr.Bharat Doshi
Officer
Mr.Anjanikumar
3 President
Choudhari
4 Mr.Hemant Luthra President
5 Mr.Ulhas N Yargop President
6 Mr.A K Nanda President
7 Mr.Pawan Goenka President
8 Mr.Rajeev Dubey President
9 Mr.Anoop Mathur President
10 Mr.Uday Y Phadke President
Table No-2: Company’s Key Executives
SWOT Analysis:
Strengths
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17. • Over the years the company has emerged as one of the top players in the world
in terms of number of tractors sold. This gives a clear indication that the
company's market share is one of its biggest strengths.
• The company's ability to introduce new products in the market and to generate
sales from those new products is a major strength. The reason being that this is
very essential for any company, for its survival in the long run.
• The company has established its brand name in other countries of the world as
well. This is evident from the 40% market share that it holds in the 30-40 HP
tractors market in the US.
Weaknesses
• The company is highly dependent on the rural sector, and the rural sector in
turn is highly dependent on the monsoons. As a result, if there happen to be
bad monsoons (less of rains) for two consecutive years it could have an
adverse impact on the demand of tractors for the company.
Opportunities
• The government has been trying to strengthen the exports of agricultural
products. As a result, the quality of agricultural products necessarily has to be
very high. For this, they need better rural and agricultural infrastructure. This
might result in an increase in demand for tractors.
• In India, the penetration of tractors is 10 tractors per 1000 hectares of cropped
area, which is much below the world average of 19 tractors for the same. Thus
there is scope for the demand to increase.
Threats
17

18. • The company has a history of having invested in unrelated diversifications
such as telecom, holiday and resort inns, financial services, etc. which it has
hived off as subsidiaries from time to time when these turned unmanageable.
This is a cause for concern as such diversifications could divert the company's
attention from its core business. It is a dangerous tendency as it leads to
destruction of shareholders value.
• The entry of foreign players in the tractors segment could pose a threat to the
company as these foreign players are technically more competitive than
Mahindra & Mahindra.
Objectives:
• To gather information about customer satisfaction towards Bolero.
• To study customer satisfaction of Bolero owners along the following major
parameters:
 Features
 Maintenance Cost
 Safety & Comfort
 After sales service
• To provide suggestions, in improving the customer satisfaction and the company sales
and profitability.
• To identify areas of improvement that could enhance customer satisfaction.
Scope:
• The scope of study is limited to the respondents are selected from Delhi
region.
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19. • To carry out the market survey of customer satisfaction towards Bolero. For
this purpose the geographical area selected is West Delhi.
• The functional area of my study is marketing.
Methodology:
 Methodology used for Data Collection:
• Primary Data- Primary data is gathered by researcher directly from
first-hand sources by means of surveys, observation or
experimentation. Primary data is collected through questionnaires
which were filled by the respondents.
• Secondary Data- Information that already exist somewhere, having
been collected for another purpose. Sources include census reports,
trade publications, and subscription services. Secondary source of
data that is used in the project is gathered through books,
websites, newspapers & magazines.
Sampling:
 Target Population – It is a description of the characteristics of that group of
people from whom a course is intended. It attempts to describe them as they
are rather than as the describer would like them to be. This will be either all or
a subset of potential users. A population to be reached through some action or
intervention; may refer to groups with specific demographic or geographic
characteristics. The target population is the population through which I want to
19

20. conclude an ideal situation. I have selected the sample through Simple random
Sampling.
 Sample Size – 100 respondents.
 Sample Unit – Consumers in the age group of 20 to 50 above.
The target population influences the sample size. The target population represents the
West Delhi region. The people were from different professional backgrounds.
 Methodology used for Data Analysis:
• Tables
• Pie Charts
• Bar Graphs
 Tools:
The software tools used are:
• MS-Word.
• MS-Excel.
20

21. Data Reduction & Presentation
Q1.Why did you decide to buy Mahindra Bolero?
Details Total Percentage
Friends/Relatives suggestion 43 43%
Your own decision 57 57%
100
Table No-3: Decision to buy Mahindra Bolero
Source: Questionnaire
Graph No-2: Decision to buy Mahindra Bolero
Interpretation:
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22. Consumers approached were asked about why they decided to buy Mahindra Bolero.
The options placed before them were Friends/Relatives suggestion and own decision.
This question was answered by 100 consumers.
From the table and bar graph depicted above, the preference as regards the decision to
purchase Bolero is evident. Of the 100 respondents who answered the questionnaire,
43% indicated that they decided to buy Bolero because of the friends/relatives
suggestion and 57% indicated that they took this buying decision on their own.
This question is aimed at knowing why the consumers decided to buy Bolero. By
analyzing the responses to this question we can say that number of consumers who
took the decision of buying Bolero is more as compare to those who took this decision
of buying on the suggestions of friends or relatives.
Q2. If it was your own decision, what made you choose this brand?
Details Total Percentage
Price 16 20%
Design 15 18.75%
Fuel Economy 27 33.75%
After Sales Service 10 12.5%
Quality 6 7.5%
Others 6 7.5%
80
Table No-4: Features that helped in choosing Mahindra Bolero
Source: Questionnaire
22

23. Chart No-1: Features that helped in choosing Mahindra Bolero
Interpretation:
Consumers approached were asked that if it was their own decision to buy Bolero
then what made them choose this brand. The factors that were placed before them
were: Price, Design, Fuel economy, After-sales service, Quality and others. Their
responses were recorded and an idea of the factors that influence their buying
decisions was formed.
From the table, bar graph and pie chart depicted above, the influencing factors are
evident. Of the 80 respondents who answered the questionnaire, 27 replied that fuel
economy of the Bolero is generally the main reason they choose to buy it. This
accounts for 33.75% of the respondents who replied fuel economy as the main reason
for their purchase.
Of the 80 respondents who answered the questionnaire, 6 answered that quality
contributed to their purchase decision, while another 6 replied that other factors other
than mentioned in the above table like space available etc. played a big role in their
decision. This accounts for 7.5% of the respondents, in each case.
23

24. This question is aimed at getting customer feedback as to the factors that influenced
their purchase decision of Bolero. By analyzing the responses to this question, we can
say that fuel economy has the biggest influence on the consumers in their purchase
decision.
If set in descending order of influence as indicated by the consumers, the factors can
be listed as: Fuel economy, price, design, after-sales service, quality, and others.
From the table, bar graph and pie chart depicted above, it is evident that customers
give value to a number of factors when deciding which 4-wheeler to purchase. It
would be prudent on pat of the company to identify their strong and weak areas,
which attract or drive away customers.
Q3. Indicate your level of satisfaction with respect to the following attributes of
Bolero?
Factors Extremely Satisfied Neutral Dissatisfied Highly Total
Satisfied Dissatisfied
Total % Total % Total % Total % Total % Total %
Fuel 5 5.05% 49 49.49% 38 38.38% 6 6.06% 1 1.01% 99 100%
Consumption
Safety & 5 5.05% 54 54.54% 30 30.30% 9 9.09% 1 1.01% 99 100%
Comfort
Design 3 3.06% 35 35.71% 53 54.08% 7 7.14% 0 0% 98 100%
Space 17 17.34% 71 72.44% 9 9.18% 1 1.02% 0 0% 98 100%
Available
Maintenance 2 2.02% 28 28.28% 51 51.51% 16 16.16% 2 2.02% 99 100%
Cost
Table No-5: Level of Satisfaction with regard to certain attributes
Source: Questionnaire
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25. Graph No-3: Level of satisfaction with regard to certain attributes
Interpretation:
Consumers approached were asked about their satisfaction level based on some
attributes of Bolero. The attributes placed before consumers were: Fuel consumption,
safety & comfort, design, space available and maintenance cost. The question was
answered by 100 consumers. The satisfaction scale comprised of five options:
Extremely satisfied, satisfied, neutral, dissatisfied and highly dissatisfied.
From the table and bar graph depicted above, satisfaction level of the consumers is
evident. Of the 100 respondents who answered the questionnaire, 49.49% replied that
25

26. they are satisfied with the fuel consumption of the Bolero and 1.01% replied that they
are highly dissatisfied with the fuel consumption.
Of the 100 respondents who answered the questionnaire, 54.54% replied that they are
satisfied with the safety & comfort provided by Bolero and 1.01% replied that they
are highly dissatisfied with the safety & comfort.
Of the 100 respondents who answered the questionnaire, 54.08% replied that they are
neutral towards the design of the Bolero and 3.06% replied that they are extremely
satisfied with this attribute of Bolero.
Of the 100 respondents who answered the questionnaire, 72.44% replied that they are
satisfied with the space available in the Bolero and 1.02% replied that they are
dissatisfied with space available.
Of the 100 respondents who answered the questionnaire, 51.51% replied that they are
neutral towards the maintenance cost of the Bolero and 2.02% replied that they are
highly dissatisfied and other 2.02% replied that they are extremely satisfied with the
maintenance cost.
This question is aimed at knowing the satisfaction level of consumers towards Bolero.
By analyzing the responses to this question, we can find out the effectiveness of the
fuel economy, design, space available, maintenance cost and safety & comfort on the
target consumers. This helps in understanding the consumers’ satisfaction level
corresponding to these attributes.
From the tabulated data depicted above and responses of the consumers, it is evident
that a good number of target consumers are satisfied with the Bolero at large.
However, there are those who are unsatisfied or neutral towards the Bolero. Such
consumers form the potential market that the companies must strive to attract.
26

27. There are also quite a few respondents who were highly satisfied with the Bolero. It is
imperative for the company to find out why this is so. They can modify and apply the
same attractions towards the consumers who are less satisfied. The above table, graph
and pie charts give a worm’s eye-view of the consumers’ satisfaction towards Bolero.
This can help the marketers understand how effective their strategies have been.
Q4. Are you satisfied with the overall service provided by Mahindra &
Mahindra?
Details Total Percentage
Strongly Agree 11 11%
Agree 39 39%
Neither Agree Nor Disagree 38 38%
Disagree 12 12%
Strongly Disagree 0 0%
100
Table No-6: Satisfaction level with overall service of M&M
Source: Questionnaire
Graph No-4: Satisfaction level with overall service of M&M
27

28. Chart No-2: Satisfaction level with overall service of M&M
Interpretation:
Consumers approached were asked if they satisfied with the overall service provided
by Mahindra & Mahindra. This question was answeered by 100 consumers. The
options that were placed before them were: Strongly agree, agree, neither agree nor
disagree, disagree and strongly disagree.
From the table, bar graph and pie chart depicted above, the satisfaction level of
consumers of the overall service provided by Mahindra & Mahindra is evident. Of the
100 who answered the questionnaire, 39% replied that they agree that they are
satisfied with the services of Mahindra & Mahindra.
Of the 100 who answered the questionnaire, 11% replied that they strongly agree that
they are satisfied with the overall service provided by Mahindra & Mahindra.
This question is aimed at knowing the satisfaction level of the consumers about the
overall service provided by Mahindra & Mahindra. From the tabulated data depicted
above, it is evident that a good number of target customers are satisfied with the
overall services of the company.
28

29. There are also quite a few respondents who are strongly agree that they are satisfied
with the services of the company. It is imperative for the company to find out why
this is so. They can modify and apply the same attractions towards those consumers
who are less satisfied with services of the Mahindra & Mahindra.
Q5. Compared to other products thar are available in the same segment would
you say that Bolero is:
Details Total Percentage
Much Better 12 12%
Somewhat Better 42 42%
About The Same 31 31%
Somewhat Worse 14 14%
Much Worse 1 1%
Don’t Know 0 0%
100
Table No-7: Comparison of Bolero with other products in the same segment
Source: Questionnaire
Chart No-3: Comparison of Bolero with other products in the same segment
Interpretation:
29

30. Consumers approached were asked that what they have to say about Bolero if we
compare it to other products that are available in the same segment. The options
placed before them were: Much better, somewhat better, about the same, somewhat
worse, much worse and don’t know. This question was answered by 100 consumers.
From the table, bar graph and pie chart depicted above, the responses of the
consumers regarding Bolero as compared to other products in the same segment are
evident. Of the 100 respondents who answered the questionnaire, 42% replied that
Bolero is somewhat better when it comes to comparing it with others in the same
segment.
Of the 100 respondents who answered the questionnaire, 1% replied that Bolero is
much worse than others in the same segment.
It is evident from the responses that consumers, on an average, regarded Bolero as
better than its counterparts.
This question is aimed at knowing what consumers think about Bolero when it is
compared to others in the same segment. By analyzing the responses to this question
we can say that consumers think Bolero is better than others in the same segment.
The company should try to find out the factors responsible for this and should apply
them in a more attractive way so that company will be able to change the thinking of
those respondents who feels that Bolero is worse than its counterparts.
Q6. How likely are you to recommend Bolero to others?
Details Total Percentage
Definitely will recommend 11 11%
Probably will recommend 49 49%
Not sure 24 24%
Probably will not recommend 15 15%
Definitely will not recommend 1 1%
100
30

31. Table No-8: Recommendation of Bolero to others
Source: Questionnaire
Graph No-5: Recommendation of Bolero to others
Chart No-4: Recommendation of Bolero to others
Interpretation:
Consumers approached were asked that how likely are they to recommend Bolero to
others. The options placed before them were: Definitely will recommend, probably
31

32. will recommend, not sure, probably will not recommend and definitely will not
recommend. This question was
answered by 100 respondents. The responses were recorded and an idea about the
image of the Bolero in the minds of the consumers was made.
From the table, bar graph and pie chart depicted above, the number of customers who
will recommend Bolero to others is evident. Of the 100 respondents who answered the
questionnaire, 49% replied that they’ll probably recommend Bolero to others.
Of the 100 respondents who answered the questionnaire, 1% replied that they
definitely will not recommend Bolero to others.
This question is aimed at knowing whether they’ll recommend Bolero to others based
on their experience. The object is also to analyze the image of the Bolero in the minds
of its consumers. By analyzing the responses to this question, we can say that a large
number of consumers will recommend Bolero to others. This implies that consumers
have a satisfactory image of the Bolero in their minds.
Q7. Are you satisfied with this brand?
Details Total Percentage
Yes 67 67%
No 33 33%
100
Table No-9: Number of respondents satisfied with the Bolero
Source: Questionnaire
32

33. Graph No-6: Number of respondents satisfied with the Bolero
Interpretation:
Consumers approached were asked whether or not they are satisfied with this brand.
The options placed before them were: Yes and no. This question was answered by
100 respondents.
From the table and bar graph depicted above, the satisfaction of the consumers with
this brand is evident. Of the 100 respondents who answered the questionnaire, 67%
replied yes they are satisfied with the brand.
Of the 100 respondents who answered the questionnaire, 33% replied that they are not
satisfied with the brand.
This question is aimed at knowing whether or not the consumers are satisfied with this
brand. By analyzing the responses to this question, we can say that quite a large
number of consumers are satisfied with the brand.
It is imperative for the company to find out those factors which are behind this
satisfaction and should apply them in a more effective manner so that those are
dissatisfied can be made to change the image of the company that they have in their
mind and got satisfied.
33

34. Q8. If you have to buy another car, will you choose the same brand again?
Details Total Percentage
Yes 48 48%
No 52 52%
100
Table No-10: Number of respondents ready to buy same brand again
Source: Questionnaire
Graph No-7: Number of respondents ready to buy same brand again
Interpretation:
Consumers approached were asked if they have to buy another car will they choose
the same brand again. The question was answered by 100 respondents. The responses
were recorded and an idea whether or not consumers will continue their purchase with
this brand was made.
From the table and bar graph depicted above, the number of consumers who’ll choose
this brand again if they have to purchase a car is evident. Of the 100 respondents who
answered the questionnaire, 52% replied that they’ll not consider this brand in future
if they have to purchase another car.
Of the 100 respondents who answered the questionnaire, 48% replied that they’ll
choose the same brand in future if they have to buy another car.
34

35. This question is aimed at knowing whether or not the consumers will consider this
brand again if they have to make purchase in future. From the responses recorded, we
can say that number of consumers who’ll not consider this brand in future in case they
have to purchase another car is more than those who replied that they will consider
this brand again.
Company should try to find out the main reasons behind this otherwise it will not be
able to hold its current consumer base for long and that will affect its profit and
market share.
Q9. What is your overall opinion about Mahindra Bolero?
Details Total Percentage
Very Good 17 17%
Good 40 40%
Neither good nor bad 34 34%
Bad 9 9%
Very Bad 0 0%
100
Table No-11: Overall opinion about Mahindra Bolero
Source: Questionnaire
Graph No-8: Overall opinion about Mahindra Bolero
35

36. Chart No-5: Overall opinion about Mahindra Bolero
Interpretation:
Consumers approached were asked about their overall opinion about Mahindra
Bolero. The options placed before them were: Very good, good, neither good nor bad,
bad and very bad. This question was answered by 100 respondents.
From the table, bar graph and pie chart depicted above, the overall opinion of the
consumers about Bolero is evident. Of the 100 respondents who answered the
questionnaire, 40% replied “good” as their overall opinion about Bolero.
Of the 100 respondents who answered the questionnaire, 9% replied “bad” as their
overall opinion about Bolero.
This question is aimed at knowing the overall opinion of the consumers about Bolero.
By analyzing the responses to this question, we can say that majority of the
consumers have a good opinion about the Bolero based on their experience. This
means they are satisfied with this brand and it’s a good sign for the company.
36

37. Data Analysis
The above data is collected through questionnaire. The sample size was 100
respondents and the survey was conducted in West Delhi. The data is presented
through charts, graphs and tables. All the calculations are done in the MS-Excel.
There were some limitations that I faced while collecting and analyzing the data such
as time constraints, lack of expertise and hesitation of respondents in filling the
questionnaire and giving me appropriate information. Following is the analysis of the
collected data:
 The first question which was asked to the respondents was about their decision
to buy Bolero whether they purchased it because of the friends/family
suggestion or it was their own decision.
57% of the respondents said that it was their own decision and 47% said they
purchased it because of friends/family suggestion.
Majority of the respondents took this decision on their own.
So through results we can say that the company should take extra efforts in
promoting their products as large numbers of people take their decision on the
way a company promotes its products.
 In the next question respondents were asked why they choose this particular
brand. The options that placed before them were: Price, Design, Fuel
economy, after sales services, Quality and others. Through the responses to
this question we identified which factor or factors influence the respondents
the most.
The highest responses i.e. 33.75% have been attributed to fuel economy. The
other factors that influence the respondents in favoring this brand over others
are (in descending order): Price, design, after sales services, quality.
37

38. Through this result we can say that company should pay more attention to
improve the quality of Bolero.
 Then in the next question respondents were asked about their level of
satisfaction on the basis of some attributes of Bolero such as: fuel
consumption, safety & comfort, design, space available & maintenance cost.
They had to indicate their level of satisfaction as: extremely satisfied,
satisfied, neutral, dissatisfied & highly dissatisfied towards each of the above
mentioned attributes. Through the responses to this question we identified the
satisfaction level of the consumers.
From the responses received we can say that majority of the respondents are
satisfied with the fuel consumption, safety & comfort and space available in
the Bolero.
Majority of the respondents are neutral about design and maintenance cost of
the Bolero.
Only few of the respondents were dissatisfied with the above mentioned
attributes, this indicates that the respondents are moderately satisfied with the
Bolero.
 The next question was about their satisfaction towards the overall service
provided by the Mahindra & Mahindra. The options placed given were:
strongly agree, agree, neither agree nor disagree, disagree & strongly disagree.
Highest numbers of responses i.e. 39% were agreed that they are satisfied with
the services provided by the company and only few were not satisfied.
Through the responses to this question we identified the respondents are
satisfied with the services provided by the company.
38

39.  Respondents were asked to compare the Bolero with other products that are
available in the same segment.
The highest numbers of responses i.e. 42% were attributed to somewhat better.
This shows that majority of the respondents regarded Bolero as somewhat
better than others in the same segment.
 Then in the next question they were asked whether they’ll recommend Bolero
to others or not.
By analyzing the responses to this question we identified how likely will they
recommend Bolero to others.
Highest responses i.e. 49% were attributed to “probably will recommend”. It
helps company in identifying the potential demand for the Bolero so that they
can plan their activities accordingly.
 In the next question they were asked whether or not they are satisfied with this
brand.
Highest responses i.e. 67% were attributed to “yes”. Company should try to
find out why this is so. They can modify and apply the same attractions
towards the consumers which are not satisfied with the brand.
 Respondents were asked whether they’ll buy another car of the same brand or
not. By analyzing the responses to this question we identified the probable
demand for the company’s products in future.
Highest responses i.e. 52% were attributed to “no”. This indicates that
although M & M may have an overall goodwill from the consumers, there are
still some things that they are not doing right.
39

40.  In the next question they were asked about their overall opinion about Bolero.
The options placed before them were: very good, good, neither good nor bad,
bad and very bad.
By analyzing the responses to this question we identified the overall opinion
of the consumers about Bolero.
Highest responses i.e. 40% were attributed to “good”. There were few
respondents who attributed to “bad”. Company should try to find out the
reasons for this.
40

41. Results Of The Study:
In the surveys, interviews and study conducted above, we came across many factors
that influence customers’ satisfaction towards Mahindra Bolero. Here are the findings
based on the data gathered and analyzed.
• Respondents were asked as why did they decided to buy Mahindra Bolero.
They were asked to choose among two categories, viz. Friends/relatives
suggestion and their own decision. By analyzing the responses to this question
we can identify as how the respondents got influenced to purchase Mahindra
Bolero.
The highest responses have been attributed to their own decision. Such
respondents took this decision on the basis of their own judgments and not
easily influenced by others. So company should take extra efforts in promoting
its products as the large numbers of people take their decision on the basis of
the way company promotes its products when it comes to purchasing Bolero.
The respondents who took their decision on the friends’ and relatives’
suggestion pose a different challenge for the company as they are those who
got influenced by others when it comes to purchasing a 4-wheeler like Bolero.
While targeting this segment the company should focus on different groups
that have influence on the target customers of Bolero.
• Respondents approached were asked if it was their own decision then what
made them choose this brand. The factors placed before them were: Price,
Design, Fuel economy, after sales services, Quality and others. By analyzing
the responses to this question we can identify which factor or factors influence
the respondents the most.
41

42. The highest responses have been attributed to fuel economy. When choosing
or favoring this particular brand of 4-wheeler, it is seen that most respondents
made their decision on the basis of fuel economy of the Bolero.
The other factors that influence the respondents in favoring this brand over
others are (in descending order): Price, design, after sales services, quality.
• Respondents approached were asked about their level of satisfaction based on
some attributes of Bolero such as: fuel consumption, safety & comfort, design,
space available & maintenance cost. They had to indicate their level of
satisfaction as: extremely satisfied, satisfied, neutral, dissatisfied & highly
dissatisfied towards each of the above mentioned attributes. By analyzing
responses to this question we can identify the overall satisfaction level of the
consumers as well as the attribute/s by which they are most satisfied and the
attribute/s by which they are dissatisfied.
It is clear from the responses received that majority of the respondents are
satisfied with the fuel consumption, safety & comfort and space available in
the Bolero.
Majority of the respondents are neutral about design and maintenance cost of
the Bolero.
Only few of the respondents were dissatisfied with the above mentioned
attributes, this indicates that the respondents are moderately satisfied with the
Bolero.
• Respondents were asked about their satisfaction towards the overall service
provided by the Mahindra & Mahindra. The options placed before them were:
strongly agree, agree, neither agree nor disagree, disagree & strongly disagree.
42

43. By analyzing the responses to this question we can identify whether the
respondents are satisfied with the services provided by the company or not.
Highest numbers of responses were agreed that they are satisfied with the
services provided by the company and only few were not satisfied. It is
imperative for the company to find out why this is so.
• Respondents approached were asked to compare the Bolero with other
products that are available in the same segment. By analyzing the responses to
this question we can identify that how the respondents view the Bolero when it
comes to comparing it with the other products that are available in the same
segment.
The highest numbers of responses were attributed to somewhat better i.e.
majority of the respondents regarded Bolero as somewhat better than others in
the same segment.
• Respondents were asked whether they’ll recommend Bolero to others or not.
The options placed before them: definitely will recommend, probably will
recommend, not sure, probably will not recommend and definitely will not
recommend. By analyzing the responses to this question we can identify how
likely will they recommend Bolero to others.
Highest responses were attributed to “probably will recommend”. It helps
company in identifying the potential demand for the Bolero so that they can
plan their activities accordingly.
• Respondents were asked whether or not they are satisfied with this brand. By
analyzing the responses to this question we can identify the satisfaction level
of consumers.
43

44. Highest responses were attributed to “yes”. It is imperative for the company to
find out why this is so. They can modify and apply the same attractions
towards the consumers which are not satisfied with the brand.
• Respondents approached were asked how likely they are to buy another car of
the same brand. By analyzing the responses to this question we can identify
the probable demand for the company’s products in future.
Highest responses were attributed to “no”. This indicates that although M & M
may have an overall goodwill from the consumers, there are still some things
that they are not doing right. Company must identify what the problem areas
are and must address them effectively and efficiently.
• Respondents were asked about their overall opinion about Mahindra Bolero.
The options placed before them were: very good, good, neither good nor bad,
bad and very bad. By analyzing the responses to this question we can identify
the overall opinion of the consumers about Bolero.
Highest responses were attributed to “good”. However there were few
respondents who attributed to “bad”. Company should try to find out the
reasons for this.
Limitations:
• The scope of study was limited to the respondents of the West Delhi only.
• Some of the respondents were hesitant in giving the required information.
• Measurement of customer satisfaction is a complex subject, just through filled
questionnaires we can’t measure exact customer satisfaction level.
• Lack of expertise and time are loopholes in the study.
44

45. Suggestions & Scope For Further Study:
• The scope of the study could be extended to other regions also other than West
Delhi only. It definitely would improve effectiveness of the study.
• The study could be conducted to measure the satisfaction level of other
segments of the same company.
• With larger data along with more time and some expertise study could be
made more effective and efficient.
45

46. BIBLIOGRAPHY
1. Websites Referred:
 http://www.mahindra.com/investorsrelations/financial.html
 http://www.mahindra.com/investorsrelations/contact_us.asp
 http://www.mahindra.com/OurGroup/Overview.html
 http://www.mahindra.com/OurGroup/whatdrives_corepurpose.html
 http://en.wikipedia.org/wiki/Mahindra_&_Mahindra_Limited
 http://www.surfindia.com/automobile/mahindra-mahindra-ltd.html
 http://www.theofficialboard.com/org-chart/mahindra-mahindra
 http://www.karvy.com/compresearch/company/M&M/New%20M&M.htm
 http://auto.indiamart.com/mahindra/
2. Books/ Magazines Referred:
 S.L. Gupta, Marketing Research, Excel Books 2003, 3rd Edition, p. 151, 156,
173, 196, 267, 294, 297,
 Philip Kotler, Marketing Management, Prentice Hall 2009, 12th Edition, p.
540, 575, 625, 776
46

47. APPENDICES
Appendix – A:
Annexure – I:
QUESTIONNAIRE
Dear Sir/Madam,
I am a student of BBA, IP University and as part of our curriculum I am
conducting a survey regarding a project study on “Customer Satisfaction” with
special reference to Mahindra Bolero. I would like your cooperation for the
same, with an assurance that all the information, which you’ll give, will remain
confidential.
Customer Profile:
Name:
Address:
Age: Between 20-30 Between 30-40
Between 40-50 Above 50
Gender: Male Female
Occupation: (a) Business (b) Government Service
(c) Private Service (d) Student (e) Others
Monthly Income: (a) Below Rs. 10,000 (b) Rs. 10,000-15,000
(c) Rs. 15,000-25,000 (d) Rs. 25,000-35,000
(e) Above Rs. 35,000
Q1. Which 4-wheeler did you own before this one?
Q2. Why did you decide to buy this 4-wheeler?
47

48. (a) Friends/Relatives Suggestion
(b) Your Own Decision
Q3. If it was your own decision, what made you choose this brand?
(a) Price
(b) Design
(c) Fuel Economy
(d) Availability of after-sales service
(e) Quality
(f) Others (please specify)
Q4. Indicate your level of satisfaction with respect to the following attributes of
Bolero? (Tick in the desired column)
Factors Extremely Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
Fuel Consumption
Safety & Comfort
Design
Space Available
Maintenance Cost
Q5. Satisfied with the overall service provided by Mahindra & Mahindra?
(a) Strongly agree
(b) Agree
(c) Neither agree nor disagree
(d) Disagree
(e) Strongly Disagree
Q6. Compared to other products that are available in the same segment would
you say that Bolero is
(a) Much better
(b) Somewhat better
(c) About the same
(d) Somewhat worse
(e) Much worse
(f) Don’t know
Q7. How likely are you to recommend Bolero to others?
(a) Definitely will recommend
(b) Probably will recommend
(c) Not sure
(d) Probably will not recommend
(e) Definitely will not recommend
48

49. Q8. Are you satisfied with this brand?
(a) Yes
(b) No
Q9. If no, why
Q10. If you have to buy another car, will you choose the same brand again?
(a) Yes
(b) No
Q11. What is your overall opinion about Mahindra Bolero?
(a) Very good
(b) Good
(c) Neither good nor bad
(d) Bad
(e) Very Bad
Q12. Do you want to give any suggestion about any change in the Mahindra
Bolero?
Thank you for participating in the survey
49