MINOR RESEARCH Report

On
“A STUDY ON CUSTOMER SATISFACTION OF
MAHINDRA XUV IN LUCKNOW CITY”
Submitted In Partial Fulfillment for the Award of Degree Of
(BACHELOR OF BUSINESS ADMINISTRATION)
AFFILIATED TO

UNIVERSITY OF LUCKNOW

Under the Guidance of: Submitted By:

MR. AMIT KUMAR CHITRANSH SRIVASTAVA
(Assistant Professor) Roll No. 2111090980016
SBSCHE, Lucknow BBA 3rd Year VIth Sem.

SARDAR BHAGAT SINGH COLLEGE OF

HIGHER EDUCATION
Mohaan Road, Kanpur Hardoi Bypass,
Lucknow
Session-2023-24
 DECLARATION

This is to declare that CHITRANSH SRIVASTAVA(Roll No.

2111090980016) student of BBA, at, have personally worked on the
project entitled “A STUDY ON CUSTOMER SATISFACTION OF
MAHINDRA XUV IN LUCKNOW CITY” The data mentioned in this
report were obtained during genuine work done and collected by me. The
data obtained from other sources have been duly acknowledged. The
result embodied in this project has not been submitted to any other
University or Institute for the award of any degree.

Date:
Place: Lucknow
 ACKNOWLEDGEMENT

First of all I thank God for giving me this wonderful opportunity to

undertake this research which is a part of my BBA program.
I would like to sincerely thank my guide MR. AMIT KUMAR
(Assistant Professor) for giving me the wonderful opportunity to work
under his able guidance and support throughout my research report
I also thank to H.O.D for giving me their valuable time and vital
information which forms a part of this report.
I would also like to thank my colleagues for rendering their help to me in
this research report.
Last but not the least, I thank my parents for their prayers, help and
advice which helped me a lot to complete this research report.
 PREFACE

Every great work always involves a source of inspiration and a dedicated

effort and this project is my best effort to attain the objective.

An investment refers to the commitment of fund at present, in

anticipation of some positive rate of return in future. Today the spectrum
of investment is indeed wide. An investment is confronted with array of
investment avenues. The middle age investor invests among from all
investment, investment in equity, insurance and bank deposit.

Indian economy is doing indeed well in recent years. The study has been
undertaken to analyze the investment pattern of investment community.
The main reason behind the study is the factor like income, economy
condition and the risk covering nature of Indian investors.

This report contains the investor’s preference and as well as different

factor effect that affect the investors decision in on the different
investment avenues. This study includes response of investor in choosing
security in each classification and analysis has been for the respective
performance based on their return. The finding relates to outperforming
financial product and middle age investors risk taking ability while
investing in each different product.
 TABLE OF CONTENT

S.NO CONTENT Page

No.

1. INTRODUCTION OF THE TOPIC 1-15

2. COMPANY PROFILE 16-45

3. OBJECTIVE OF RESEARCH 46-47

4. RESEARCH METHODOLOGY 48-51

5. DATA ANALYSIS AND 52-65

INTERPRETATION

6. FINDING 66-67

7. SUGGESTION 68-69

8. LIMITATION 70-71

9. CONCLUSION 72-73

10. BIBLOGRAPHY 74-75

11. ANNEXURE 76-79

INTRODUCTION

1
 INTRODUCTION

Customer satisfaction

Customer satisfaction is a term frequently used in marketing. It is a

measure of how products and services supplied by a company meet or

surpass customer expectation. Customer satisfaction is defined as "the

number of customers, or percentage of total customers, whose reported

experience with a firm, its products, or its services (ratings) exceeds

specified satisfaction goals." In a survey of nearly 200 senior marketing

managers, 71 percent responded that they found a customer satisfaction

metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part

of a Balanced Scorecard. In a competitive marketplace where businesses

compete for customers, customer satisfaction is seen as a key

differentiator and increasingly has become a key element of business

strategy.

"Within organizations, customer satisfaction ratings can have powerful

effects. They focus employees on the importance of fulfilling customers'

expectations. Furthermore, when these ratings dip, they warn of problems

that can affect sales and profitability.... These metrics quantify an

important dynamic. When a brand has loyal customers, it gains positive

word-of-mouth marketing, which is both free and highly effective."

2
Therefore, it is essential for businesses to effectively manage customer

satisfaction. To be able do this, firms need reliable and representative

measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their

product or service has met or exceeded expectations. Thus, expectations

are a key factor behind satisfaction. When customers have high

expectations and the reality falls short, they will be disappointed and will

likely rate their experience as less than satisfying. For this reason, a

luxury resort, for example, might receive a lower satisfaction rating than

a budget motel—even though its facilities and service would be deemed

superior in 'absolute' terms."

The importance of customer satisfaction diminishes when a firm has

increased bargaining power. For example, cell phoneplan providers, such

as AT&T and Verizon, participate in an industry that is an oligopoly,

where only a few suppliers of a certain product or service exist. As such,

many cell phone plan contracts have a lot of fine print with provisions

that they would never get away if there were, say, 100 cell phone plan

providers, because customer satisfaction would be far too low, and

customers would easily have the option of leaving for a better contract

offer.

3
There is a substantial body of empirical literature that establishes the

benefits of customer satisfaction for firms.

Purpose

A business Samsung carlly is continually seeking feedback to improve

customer satisfaction.

"Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty." "Customer satisfaction data are among the most

frequently collected indicators of market perceptions. Their principal use

is twofold:"

1. "Within organizations, the collection, analysis and dissemination of

these data send a message about the importance of tending to

customers and ensuring that they have a positive experience with

the company's goods and services."

4
 2. "Although sales or market share can indicate how well a firm is

performing currently, satisfaction is perhaps the best indicator of

how likely it is that the firm’s customers will make further

purchases in the future. Much research has focused on the

relationship between customer satisfaction and retention. Studies

indicate that the ramifications of satisfaction are most strongly

realized at the extremes."

On a five-point scale, "individuals who rate their satisfaction level as '5'

are likely to become return customers and might even evangelize for the

firm. (A second important metric related to satisfaction is willingness to

recommend. This metric is defined as "The percentage of surveyed

customers who indicate that they would recommend a brand to friends."

When a customer is satisfied with a product, he or she might recommend

it to friends, relatives and colleagues. This can be a powerful marketing

advantage.) "Individuals who rate their satisfaction level as '1,' by

contrast, are unlikely to return. Further, they can hurt the firm by making

negative comments about it to prospective customers. Willingness to

recommendis a key metric relating to customer satisfaction."

Theoretical Ground

"In literature antecedents of satisfaction are studied from different

aspects. The considerations extend from psychological to physical and

5
from normative to positive aspects. However, in most of the cases the

consideration is focused on two basic constructs as customers

expectations prior to purchase or use of a product and his relative

perception of the performance of that product after using it.

Expectations of a customer on a product tell us his anticipated

performance for that product. As it is suggested in the literature,

consumers may have various "types" of expectations when forming

opinions about a product's anticipated performance. For example, four

types of expectations are identified by Miller (1977): Samsung carl,

expected, minimum tolerable, and desirable. While, Day (1977) indicated

among expectations, the ones that are about the costs, the product nature,

the efforts in obtaining benefits and lastly expectations of social values.

Perceived product performance is considered as an important construct

due to its ability to allow making comparisons with the expectations.

It is considered that customers judge products on a limited set of norms

and attributes. Olshavsky and Miller (1972) and Olson and Dover (1976)

designed their researches as to manipulate actual product performance,

and their aim was to find out how perceived performance ratings were

influenced by expectations. These studies took out the discussions about

explaining the differences between expectations and perceived

performance."

6
The Disconfirmation Model

"The Disconfirmation Model is based on the comparison of customers’

[expectations] and their [perceived performance] ratings. Specifically, an

individual’s expectations are confirmed when a product performs as

expected. It is negatively confirmed when a product performs more

poorly than expected. The disconfirmation is positive when a product

performs over the expectations (Churchill & Suprenant 1982). There are

four constructs to describe the traditional disconfirmation paradigm

mentioned as expectations, performance, disconfirmation and

satisfaction." "Satisfaction is considered as an outcome of purchase and

use, resulting from the buyers’ comparison of expected rewards and

incurred costs of the purchase in relation to the anticipated consequences.

In operation, satisfaction is somehow similar to attitude as it can be

evaluated as the sum of satisfactions with some features of

product." [3] "In the literature, cognitive and affective models of

satisfaction are also developed and considered as alternatives(Pfaff,

1977). Churchill and Suprenant in 1982, evaluated various studies in the

literature and formed an overview of Disconfirmation process in the

following figure:"

7
Customer satisfaction measured

Organizations need to retain existing customers while targeting non -

customers. Measuring customer satisfaction provides an indication of

how successful the organization is at providing products and/or services

to the marketplace.

"Customer satisfaction is measured at the individual level, but it is almost

always reported at an aggregate level. It can be, and often is, measured

along various dimensions. A hotel, for example, might ask customers to

rate their experience with its front desk and check-in service, with the

room, with the amenities in the room, with the restaurants, and so on.

Additionally, in a holistic sense, the hotel might ask about overall

satisfaction 'with your stay.'"

As research on consumption experiences grows, evidence suggests that

consumers purchase goods and services for a combination of two types of

benefits: hedonic and utilitarian. Hedonic benefits are associated with the

sensory and experiential attributes of the product. Utilitarian benefits of a

product are associated with the more instrumental and functional

attributes of the product (Batra and Athola 1990).

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person

8
and product/service to product/service. The state of satisfaction depends

on a number of both psychological and physical variables which correlate

with satisfaction behaviors such as return and recommend rate. The level

of satisfaction can also vary depending on other options the customer

may have and other products against which the customer can compare the

organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between

1985 and 1988 provides the basis for the measurement of customer

satisfaction with a service by using the gap between the customer's

expectation of performance and their perceived experience of

performance. This provides the measurer with a satisfaction "gap" which

is objective and quantitative in nature. Work done by Cronin and Taylor

propose the "confirmation/disconfirmation" theory of combining the

"gap" described by Parasuraman, Zeithaml and Berry as two different

measures (perception and expectation of performance) into a single

measurement of performance according to expectation.

The usual measures of customer satisfaction involve a survey from

software providers such as Confirmit, Medallia andSatmetrix [8] with a set

of statements using a Likert Technique or scale. The customer is asked to

evaluate each statement and in term of their perception and expectation of

9
performance of the organization being measured. Their satisfaction is

generally measured on a five-point scale.

"Customer satisfaction data can also be collected on a 10-point scale."

"Regardless of the scale used, the objective is to measure customers’

perceived satisfaction with their experience of a firm’s offerings." It is

essential for firms to effectively manage customer satisfaction. To be able

do this, we need accurate measurement of satisfaction.

Good quality measures need to have high satisfaction loadings, good

reliability, and low error variances. In an empirical study comparing

commonly used satisfaction measures it was found that two multi-

item semantic differential scales performed best across both hedonic and

utilitarian service consumption contexts. According to studies by Wirtz &

Lee (2003), they identified a six-item 7-point semantic differential scale

(for example, Oliver and Swan 1983), which is a six-item 7-point bipolar

scale, that consistently performed best across both hedonic and utilitarian

services. It loaded most highly on satisfaction, had the highest item

reliability, and had by far the lowest error variance across both studies. In

the study,[11]the six items asked respondents’ evaluation of their most

10
recent experience with ATM services and ice cream restaurant, along

seven points within these six items: “pleased me to displeased me”,

“contented with to disgusted with”, “very satisfied with to very

dissatisfied with”, “did a good job for me to did a poor job for me”, “wise

choice to poor choice” and “happy with to unhappy with”.

A semantic differential (4 items) scale (e.g., Eroglu and Machleit

1990),[12] which is a four-item 7-point bipolar scale, was the second best

performing measure, which was again consistent across both contexts. In

the study, respondents were asked to evaluate their experience with both

products, along seven points within these four items:

“satisfied to dissatisfied”, “favorableto unfavorable”,

“pleasant to unpleasant” and “I like it very much to I didn’t like it at all”.

The third best scale was single-item percentage measure, a one-item 7-

point bipolar scale (e.g., Westbrook 1980).[13]Again, the respondents were

asked to evaluate their experience on both ATM services and ice cream

restaurants, along seven points within “delighted to terrible”.

It seems that dependent on a trade-off between length of the questionnaire

and quality of satisfaction measure, these scales seem to be good options

for measuring customer satisfaction in academic and applied studies

research alike. All other measures tested consistently performed worse

than the top three measures, and/or their performance varied significantly

11
across the two service contexts in their study. These results suggest that

more careful pretesting would be prudent should these measures be used.

Finally, all measures captured both affective and cognitive aspects of

satisfaction, independent of their scale anchors. Affective measures

capture a consumer’s attitude (liking/disliking) towards a product, which

can result from any product information or experience. On the other hand,

cognitive element is defined as an appraisal or conclusion on how the

product’s performance compared against expectations (or exceeded or fell

short of expectations), was useful (or not useful), fit the situation (or did

not fit), exceeded the requirements of the situation (or did not exceed).

Methodologies

American Customer Satisfaction Index (ACSI) is a scientific standard of

customer satisfaction. Academic research has shown that the national

ACSI score is a strong predictor of Gross Domestic Product (GDP)

growth, and an even stronger predictor of Personal Consumption

Expenditure (PCE) growth. On the microeconomic level, academic

studies have shown that ACSI data is related to a firm's financial

performance in terms of return on investment (ROI), sales, long-term firm

value (Tobin's q), cash flow, cash flow volatility, human capital

12
performance, portfolio returns, debt financing, risk, and consumer

spending. Increasing ACSI scores has been shown to predict loyalty,

word-of-mouth recommendations, and purchase behavior. The ACSI

measures customer satisfaction annually for more than 200 companies in

43 industries and 10 economic sectors. In addition to quarterly reports,

the ACSI methodology can be applied to private sector companies and

government agencies in order to improve loyalty and purchase

intent.[19] ASCI scores have also been calculated by independent

researchers, for example, for the mobile phones sector, [20] higher

education, and electronic mail.

The Kano model is a theory of product development and customer

satisfaction developed in the 1980s by Professor Noriaki Kano that

classifies customer preferences into five categories: Attractive, One-

Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers

some insight into the product attributes which are perceived to be

important to customers.

SERVQUAL or RATER is a service-quality framework that has been

incorporated into customer-satisfaction surveys (e.g., the revised

Norwegian Customer Satisfaction Barometer to indicate the gap between

customer expectations and experience.

13
J.D. Power and Associates provides another measure of customer

satisfaction, known for its top -box approach and automotive industry

rankings. J.D. Power and Associates' marketing research consists

primarily of consumer surveys and is publicly known for the value of its

product awards.

Other research and consulting firms have customer satisfaction solutions

as well. These include A.T. Kearney's Customer Satisfaction Audit

process,[24] which incorporates the Stages of Excellence framework and

which helps define a company’s status against eight critically identified

dimensions.

For B2B customer satisfaction surveys, where there is a small customer

base, a high response rate to the survey is desirable. [25] The American

Customer Satisfaction Index (2012) found that response rates for paper-

based surveys were around 10% and the response rates for e-surveys

(web, wap and e-mail) were averaging between 5% and 15% - which can

only provide a straw poll of the customers' opinions.

In the European Union member states, many methods for measuring

impact and satisfaction of e-government services are in use, which

the eGovMoNet project sought to compare and harmonize.

14
These customer satisfaction methodologies have not been independently

audited by the Marketing Accountability Standards Board

(MASB) according to MMAP (Marketing Metric Audit Protocol).

15
COMPANY PROFILE

16
 COMPANY PROFILE

Mahindra & Mahindra

Mahindra & Mahindra Limited

Mahindra XUV 400 EV

Type Public

Traded as BSE: 500520

NSE: M&M

BSE SENSEX Constituent

NSE NIFTY 50 Constituent

ISIN INE101A01026

Industry Automotive

Founded 2 October 1945; 78 years ago

Founders J. C. Mahindra

K. C. Mahindra

Headquarters Mumbai, Maharashtra,

India

17
Area served Worldwide

Key people Anand Mahindra

(Chairman)

Dr. Anish Shah

(MD & CEO)[1]

Rajesh Jejurikar

(Executive Director AFS)

Products Automobiles

Commercial vehicles

Tractors

Motorcycles

Production 14,076,043 vehicles (2022)

output

Revenue ₹122,475 crore (US$15 billion)[2] (FY2023)

Operating ₹12,554 crore (US$1.6 billion)[2] (FY2023)

income

Net income ₹11,187 crore (US$1.4 billion)[2] (FY2023)

Total assets ₹205,891 crore (US$26 billion)[2] (FY2023)

Total equity ₹67,082 crore (US$8.4 billion)[2] (FY2023)

18
Number of 140,619 (2022)[2]

employees

Parent Mahindra Group

Subsidiaries Mahindra Last Mile Mobility

Mahindra Tractors

Mahindra 2 Wheelers

Mahindra Truck and Bus Division

BSA Company

Yezdi

Classic Legends Motorcycles

Jawa Moto

Automobili Pininfarina

Pininfarina

Website auto.mahindra.com

Mahindra & Mahindra Limited (M&M) is an

Indian multinational automotive manufacturing corporation

headquartered in Mumbai. It was established in 1945 as Mahindra

& Mohammed and later renamed Mahindra & Mahindra. Part of

the Mahindra Group, M&M is one of the largest vehicle

manufacturers by production in India. Its unit, Mahindra Tractors,

is the largest manufacturer of tractors in the world by volume.[3] It

19
 was ranked 17th on a list of top companies in India by Fortune

India 500 in 2018.[4] Its major competitors in the Indian market

include Maruti Suzuki India and Tata Motors.

History

Mahindra & Mahindra was founded as a steel trading company on

October 2, 1945, in Ludhiana as Mahindra & Mohammed by

brothers Kailash Chandra Mahindra and Jagdish Chandra

Mahindra, along with Malik Ghulam Muhammad.[6] Anand

Mahindra, the present Chairman of Mahindra Group, is the

grandson of Jagdish Chandra Mahindra. In 1948, the company

changed its name to Mahindra & Mahindra.

Beginnings with Jeep

They eventually saw a business opportunity in expanding into

manufacturing and selling larger MUVs and started assembling

under the licence of Willys Jeep in India. Soon, M&M was

established as the Jeep manufacturer in India and later commenced

manufacturing light commercial vehicles (LCVs) and

agricultural tractors. Jeep was bought by American Motors

Corporation in 1970; Jeeps continued to be built by Mahindra

under licence from AMC and, in turn, under Chrysler after

Chrysler bought AMC in 1987.

20
Acquisitions

In 1999, Mahindra purchased 100% of Gujarat Tractors from

the Government of Gujarat, and in 2017, Mahindra renamed it

Gromax Agri Equipment Limited as part of its new brand strategy,

and the models continue to be sold as Trakstar.

In 2007, M&M acquired Punjab Tractor Limited (PTL), making it the

world's largest tractor manufacturer. [10][11] Subsequent to this

takeover, the former PTL was merged into M&M and transformed

into the Swaraj division of Mahindra & Mahindra in 2009.

Over the past few years, the company has taken an interest in new

industries and foreign markets. In 2008, they entered the two-

wheeler industry by taking over Kinetic Motors in India.[13]

In 2010, M&M took a 55% stake in the REVA Electric Car

Company [14] and in 2016, they renamed it Mahindra Electric

Mobility Ltd after taking 100% ownership.

In 2011 Mahindra acquired a majority stake of South

Korea's SsangYong Motor, turning it into a subsidiary. [16] In

December 2020, after Mahindra stopped funding it, SsangYong

entered into receivership, de facto no longer being a Mahindra

subsidiary from that point on,[17] and de jure after November 2022,

21
 when a KG Group-led consortium completed the acquisition

procedures for a controlling stake, moving SsangYong out of

receivership.

In October 2014, Mahindra acquired a 51% controlling stake

in Peugeot Motocycles [20] and a 100% controlling stake in October

2019.[21] In May 2015, Mahindra acquired a 33.33% stake in

Japanese tractor manufacturer Mitsubishi Agricultural

Machinery (MAM), a subsidiary of Mitsubishi Heavy Industries.

In December 2015, Mahindra and its affiliate Tech Mahindra, through

a special purpose vehicle (SPV), agreed to buy a 76.06% stake in

Italian car designer Pininfarina, for €168 million.

In March 2016, Mahindra acquired 35% of Finland-based Sampo

Rosenlew, entering the combine harvester business, subsequently

increasing its stake in the company to 49.04% in December 2019.

In January 2017, Mahindra and Mahindra Ltd acquired a 75.1 equity

stake in Hisarlar Makina Sanayi ve Ticaret Anonym Şirketi

(Hisarlar), a farm equipment company, marking its entry into

Turkey and in September 2017 acquired another Turkish tractor

and foundry business Erkunt Traktor Sanayii AS for ₹800 crore.

22
In January 2018, Mahindra announced its foray into the sprayers

business through the acquisition of a 26% equity stake in

M.I.T.R.A. Agro Equipments Pvt Ltd, a Maharashtra-based

AgTech company (MITRA). In March 2020, Mahindra further

increased its stake in the company to 39%.

In February 2018, Mahindra acquired a minority stake of 22.9%

percent in Carnot Technologies. Carnot Technologies owns and

operates smart car firm Car Sense.

In May 2018, Mahindra signed a share subscription agreement to

acquire up to 10% share capital of Canada's IT firm Resson

Aerospace Corporation. [33] Resson has developed a system that

captures and interprets images to give farmers information about

the state of their fields and crops. [34]

In June 2019, Mahindra purchased an 11.25% stake in Switzerland-

based agro technology firm Gamaya.[35] The acquisition enabled

Mahindra to further develop and deploy next-generation farming

capabilities such as precision agriculture and digital farming

technologies.

23
In December 2023, Mahindra & Mahindra acquired a 60.01% stake in

Emergent Solren Private Limited, a solar power generator

subsidiary of Mahindra Holdings Limited, for ₹288.05 crore.

Licensed production and joint ventures

In November 2017, Mahindra signed a memorandum of understanding

(MOU) agreement with Belgium-based Dewulf, a supplier of a full

line of potato and root crop machinery. Under the agreement,

Mahindra will manufacture and market potato planting equipment

in India, for which the co-branded planter is developed.

In April 2020, Mahindra and Renault ended its joint venture which

operated from 2005 onwards, with Mahindra buying out Renault's

stake. Renault continues to license and supply key components

such as engines and transmissions to Mahindra & Mahindra.

Mahindra & Mahindra (M&M) and Ford Motor Company (Ford) first

formed a joint venture to manufacture Ford cars in India, Mahindra

Ford India. The JV manufactured its cars including the Ford

Escort, at Nashik factory of Mahindra. In 2003, Ford increased its

stake in the company to 72% and renamed it Ford India.

24
 In October 2019, Mahindra entered into a joint venture with Ford by

establishing Ford India in which Mahindra & Mahindra acquired a

controlling 51% stake.

In January 2021, Mahindra ended its collaboration with Ford owing to

global economic and business conditions caused by the pandemic.

Operations

Under the “Mahindra” brand name, the company

produces SUVs, Multi utility vehicles, pickups, lightweight

commercial vehicles, heavyweight commercial vehicles, two

wheeled motorcycles and tractors. Mahindra maintains business

relations with foreign companies like Renault SA, France.[45]

1988 Mahindra CJ 640 DP, Peugeot XDP 4.90 diesel engine – Jeep CJ

derived model with 4-door closed body

M&M has a global presence[46] and its products are exported to several

countries.[47] Its automotive global subsidiaries include:

• Mahindra Europe S.r.l. based in Italy,

• Mahindra Automotive North America (MANA) in US.,

• Automobili Pininfarina in Italy

25
• Mahindra South Africa

• Mahindra Australia

• Mahindra Brazil & Mexico

Automobiles

Mahindra began assembling the Jeep CJ3 in 1954, and light

commercial vehicles in 1965. In 1979 the licensed assembly of

Peugeot diesel four-cylinder engines and transmissions began, and

in 1982 a tie-up with Kia Motors to build their four-speed KMT90

transmission and transfer case was announced. [51] Mahindra's MM

range was a mainstay of the lineup and was eventually also offered

with a 1.8-liter Isuzu petrol engine in addition to International and

Peugeot diesels.

In 1965 Mahindra and Mahindra Ltd & Rubery

Owen a Darlaston based engineering firm formed a joint venture in

Pimpri, Pune named Roplas India Ltd. [53] to manufacture after

market fibre glass bodies for Mahindra 91, 101, and 104.5 licensed

versions of Jeep CJ which included every possible configuration

service vans, police bodies, off-roader and ambulance

models.[54] They collaboratively also formed Mahindra Owen at

Pune in 1958 an engineering company to manufacture truck

trailers, one of the first trailer manufacturer of India.

26
In December 1989 Mahindra launched its 4x4 offroad SUV range

which consisted of licence-built versions of the Jeep CJ named

Brave, Chief, and Baja. These were powered by four-cylinder, 2.1-

litre Peugeot diesel engines producing 62 hp and were available in

2032mm and 2311mm wheelbase variants. These were sold under

motor industry investments, a joint venture between Paul

Stoddart an Australian businessman and Roger Bastable founder of

Abby Hill Group.

Mahindra started making passenger vehicles firstly with the Logan in

April 2007 under the Mahindra Renault joint venture. [56] M&M

made its maiden entry into the heavy trucks segment with

the Mahindra Truck and Bus Division, the joint venture

with International Truck, USA.

South African Police Mahindra XUV500

Mahindra produces a wide range of vehicles, including MUVs, LCVs

and three-wheelers. It manufactures over 20 models of cars,

including larger, multi-utility vehicles like the Scorpio and

the Bolero. It formerly had a joint venture called Ford India Private

Limited to build passenger cars.

27
At the 2008 Delhi Auto Show, Mahindra executives said the company

was 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, turbocharged Diesel

engine.[59] True to their word, Mahindra & Mahindra launched

the Mahindra Xylo in January 2009, selling over 15,000 units in its

first six months.

Also in early 2008, Mahindra commenced its first overseas CKD

operations with the launch of the Mahindra Scorpio in Egypt, [61] in

partnership with the Bavarian Auto Group. This was soon followed

by assembly facilities in Brazil.

Mahindra & Mahindra has a controlling stake in Mahindra REVA

Electric Vehicles.

Mahindra launched its relatively heavily publicized SUV, XUV500,

code-named as W201 in September 2011. The new SUV by

Mahindra was designed in-house and it was developed on the first

global SUV platform that could be used for developing more

SUVs. In India, the new Mahindra XUV500 came in a price range

between ₹1,140,000–1,500,000. The company was expected to

launch three products in 2015 (two SUVs and one CV) and an

28
 XUV500 hybrid. Besides India, the company also targeted Europe,

Africa, Australia and Latin America for this model. [62] Mahindra

President Mr. Pawan Goenka stated that the company planned to

launch six new models in the year. [63] The company launched the

CNG version of its mini truck Maxximo on 29 June 2012. [64] A

new version of the Verito in Diesel and petrol options was

launched by the company on 26 July 2012 to compete with

Maruti's Dzire and Toyota Kirloskar Motor's Etios.

On 30 July 2015, Mahindra released sketches of a new compact SUV

called the TUV300 slated to be launched on 10 September

2015.[66] The TUV300 design took cues from a battle tank and used

a downsized version of the mHAWK engine found on

the XUV500, Scorpio and some models of the Xylo. This new

engine was dubbed the mHAWK80.

In 2015, Mahindra introduced an app based intra-city cargo platform

known as SMARTSHIFT, a load exchange platform for small

commercial vehicles. [68] In 2018, Mahindra announced the merger

of SMARTSHIFT with Mumbai-based logistics provider Porter.

In January 2016 Mahindra launched a sub-compact monocoque SUV

called the KUV100. The KUV100 received a major refresh in the

form of the KUV100 NXT launched in October 2017.

29
On 3 September 2018, Mahindra Marazzo the shark inspired vehicle

was launched in collaboration with Mahindra Research Valley

(MRV), MANA and Pininfarina in four variants.

In February 2019, Mahindra launched its XUV300, a sub-4m compact

monocoque SUV. The XUV300 was found to be the safest vehicle

made in India in an independent crash test conducted by GNCAP,

earning it a 5-star adult safety rating along with India's first ‘Safer

Choice’ Award.

In October 2020, Mahindra launched the second-generation Thar 2020

– the All-New Thar.

In 2021, Mahindra launched the XUV700.

On June 27, 2022, Mahindra released the Scorpio N, also called the

"Big Daddy of SUVs". The previous generation will now be called,

"Scorpio Classic".

Mahindra in North America

Mahindra planned to sell the diesel SUVs and pickup trucks starting in

late 2010 in North America [79] through an independent distributor,

Global Vehicles USA, based in Alpharetta, Georgia.[80] Mahindra

announced it would import pickup trucks from India in knockdown

kit (CKD) form to circumvent the Chicken tax.[81] CKDs are

30
complete vehicles that were assembled in the United States from

kits of parts shipped in crates. [81] On 18 October 2010, however, it

was reported that Mahindra had indefinitely delayed the launch of

vehicles into the North American market, citing legal issues

between it and Global Vehicles after Mahindra retracted its

contract with Global Vehicles earlier in 2010, due to a decision to

sell the vehicles directly to consumers instead of through Global

Vehicles.[82] However, a November 2010 report quoted John Perez,

the CEO of Global Vehicles USA, as estimating that he expected

Mahindra's small Diesel pickups to go on sale in the United States

by spring 2011, although legal complications remained, and Perez,

while hopeful, admitted that arbitration could take more than a

year.[83] Later reports suggested that the delays may be due to

Mahindra scrapping the original model of the truck and replacing it

with an upgraded one before selling them to Americans. [84] In June

2012, a mass tort lawsuit was filed against Mahindra by its

American dealers, alleging the company of conspiracy and

fraud.[85] Mahindra Automotive North America (MANA), the

company's U.S. subsidiary, opened a car manufacturing plant in

Detroit, Michigan on 20 November 2017. The plant employs 250

people and is the first automotive production facility to open in

31
 Detroit in 25 years. [86] The first product from the new facility was

launched on 2 March 2018 as the Mahindra Roxor.

Military vehicles

Mahindra Armored Light Specialist Vehicle

The company has built and assembled military vehicles, commencing

in 1947 with the importation of the Willys Jeep that had been

widely used in World War II. [88] Its line of military vehicles under

Mahindra Emirates Vehicle Armouring (MEVA, Mahindra

Armoured) include the Mahindra Armored Light Specialist Vehicle

(ALSV) and the Mahindra Armored Straton Armoured Personnel

Carrier (APC),[89] and discontinued vehicles such as the Axe. It

also maintained a joint venture with BAE Systems, Defence Land

Systems India; one of the first vehicles made under this was

the Mahindra Mine Protected Vehicle-I (MPV-I).

In 2018, the company signed a multi-million dollar aerospace deal

with Airbus Group for the manufacture and supply of metallic

components.[91]

Industrial gensets

Mahindra & Mahindra entered the energy sector in 2002, in response

to growing demands for increased electric power in India, over

32
 450,000 Mahindra Powerol engines and Diesel generator sets

(gensets) hd its entry into gas powered genset with the launch of its

first CNG/NG gensets.[92] Mahindra Powerol was awarded the

Deming Prize in 2014.

Farm equipment

Main article: Mahindra Tractors

Mahindra began manufacturing tractors for the Indian market during

the early '60s. It is the top tractor company in the world (by

volume) with annual sales totaling more than 200,000 tractors.

Since its inception, the company has sold over 2.1 million

tractors.[94] Mahindra & Mahindra's farm equipment division

(Mahindra Tractors) has over 1,000 dealers servicing approx. 1.45

million customers.

Mahindra tractors are available in 40 countries, including India, the

United States, China, Australia, New Zealand, Africa (Nigeria,

Mali, Chad, Gambia, Angola, Sudan, Ghana, and Morocco), Latin

America (Chile, Argentina, Brazil, Venezuela, Central America,

and the Caribbean), South Asia (Sri Lanka, Bangladesh, and

Nepal), the Middle East (Iran and Syria) and Eastern Europe

(Serbia, Turkey, and Macedonia). [95] Mahindra Tractors

manufactures its products at four plants in India, two in Mainland

33
 China, three in the United States, and one in Australia. It has three

major subsidiaries: Mahindra USA, Mahindra (China) Tractor

Company, and Mahindra Yueda (Yancheng) Tractor Company (a

joint venture with the Jiangsu Yueda Group).

In 2003, the Farm Equipment Sector of Mahindra & Mahindra won

the Deming Application Prize. In 2007 it received the Japan

Quality Medal for implementing Total Quality Management in its

entire business operations. The company has garnered the highest

customer satisfaction index (CSI) in the industry at 88 percent.[95] It

earned a 2008 Golden Peacock Award in the Innovative

Product/Services category for its in-house development of a load

car.[99] In its 2009 survey of Asia's 200 most admired and

innovative companies, the Wall Street Journal named Mahindra &

Mahindra one of the 10 most innovative Indian companies.

In addition to tractors, Mahindra sells other farm equipment. It has

expanded its product-line to include farm mechanisation products

via Mahindra AppliTrac.

In 2017, Mahindra & Mahindra Ltd's Farm Equipment Sector (FES)

launched 'JIVO' a small tractor platform in the sub 25HP category.

34
In 2020, the company launched the Sarpanch Plus range. This ranges

between 30 bhp and 50 bhp, and has undergone a subtle

improvement as compared to the Sarpanch 575 tractor which was

launched earlier.[102] In 2020, Mahindra also launched new

equipment for potato planting. PlantingMaster Potato + is designed

in collaboration with Dewulf. [103] On 2 October 2020, Mahindra

rolled out Krish-e centers under its new ‘Farming as a Service’

business. This business vertical provides progressive, affordable

and accessible tech-driven services to farmers.

In October 2021, Mahindra's FES launched a next-generation Yuvo

tractor platform - a new-age advanced tractor range called the

Yuvo Tech+.[105]

35
 Models
Current models
ICE vehicles

urrent
lendar
model
year hicle
odel
introd information
uced troductio
n

Bolero 00 20 id-size SUV

Bolero

lero Neo 21 21 ini SUV

Bolero Neo

4 Compact
ar 10 20
Thar SUV

36
 orpio/Scorpi
02 22 segment SUV
o-N

Scorpio/Scorpio-N

ossover SUV

UV300 19 19 segment cros

sover SUV
XUV300

UV700 21 21 segment cros

sover SUV

UV700

PV

37
 arazzo 18 20 mpact MPV

Marazzo

ght commercial vehicle

orpio
06 17 ckup truck
Getaway

Scorpio Getaway

TV

4 off-road
only Sports
xor 18 18
utility
vehicle
xor

38
 Electric vehicles[edit]

Current
Calenda
model Vehicle
r year
Model informati
introd
Introducti on
uced
on

Crossover SUV

B-
segment E
XU XUV4
2023 2023 lectric
V40 00
Crossover
0
SUV

Discontinued models[edit]

• Mahindra Armada (1993-2001)

• Mahindra Voyager (1997-2002)
• Mahindra Major (2004-2010)
• Mahindra Xylo (2009-2019)
• Mahindra Maxximo (2010-2015)
• Mahindra XUV500 (2011-2021)
• Mahindra Quanto (2012-2016)
• Mahindra Nuvosport (2016-2020)
• Mahindra Verito Vibe (2013-2019)
• Mahindra e2o (2013-2017)

39
• Mahindra TUV 300 (2015-2020) Replacement of TUV 300 comes as
Bolero Neo.
• Mahindra KUV100 (2016-2023)
• Mahindra Alturas G4 (2018-2022)

Factories
Main article: List of Mahindra & Mahindra facilities

Mahindra & Mahindra's Kandivali Unit,

Auto Sector Main gate overlooking Western Express Highway,
Mumbai

Factory Type of
City / State / Country
Type manufacturing

Igatpuri, Nashik
Engines district, India
plant
MHEL Chakan

Tool & Die Manufacturing of

Nashik, India
plant Dies

Passenger cars
Multi-
(electric)
purpose Bengaluru, India
Small commercial
units
vehicles

40
 (electric)

Passenger cars
(electric)

Small commercial
Aggregate +
vehicles
Assembl Chakan (Pune), India
(electric)
y
Large
commercial
vehicles

Aggregate +
Assembl Kandivli (Mumbai), India Pickups
y

Passenger cars
Vehicle
Assembl Haridwar, India Small commercial
y plant vehicles

Passenger cars
Vehicle
Assembl Nashik, India Small commercial
y plant vehicles

Small commercial
Vehicle
Zaheerabad, (Hyderabad) vehicles
Assembl
India
y plant Tractors

Overseas Small commercial

Durban, South Africa [106]
distribut vehicles

41
 or plant Small commercial
Sousse, Tunisia
vehicles

Small commercial
Mombasa, Kenya
vehicles

Mutugama, Sri Lanka Passenger cars

Detroit, USA Passenger cars

Jaipur, India

Zaheerabad, (Hyderabad)
India
Mumbai, India
Mohali, India
Nagpur, India
Rudrapur, India
Vadodara, India
Majri, district Kurali
Tractors
only Brisbane, Australia

Houston, Texas, US

Olivehurst, California, US
Bloomsburg, Pennsylva
nia, US

Algeria

Benin

Gambia

Ghana

42
 Nigeria

Chad

Mali

South Africa

Pithampur (Indore), India

Two-
Vietnam
Wheelers
Jinan, China
only
Mandeure, France

Naming of vehicles[edit]

Most commercial and passenger vehicles made by the company follow

the rule of ending with an 'O', like in Scorpio, Verito and XUV700.

In 2013, the then president Pawan Goenka confirmed that this was

after the success of Bolero and Scorpio, the company thought the

‘O’ at the end of the vehicle was lucky and it has become a

tradition.

Awards and recognitions

• Bombay Chamber Good Corporate Citizen Award for 2006–07.[108]

• Businessworld FICCI-SEDF Corporate Social Responsibility Award

2007.[109][110]

43
• The Brand Trust Report ranked M&M as India's 10th Most Trusted

Brand in its India Study 2014 survey (from 20,000 brands

analyzed).[111][112]

• The Farm Equipment division received the Deming Prize in 2003.[96]

• The Farm Equipment division received the Japan Quality Medal in

2007.[113]

• The US based Reputation Institute ranked M&M amongst the top Ten

Indian companies in its 'Global 200: The World's Best Corporate

Reputations' list for 2008. [114]

• Bluebytes News rated M&M as India's second Most Reputed Car

Company (reported in their study titled Reputation Benchmark Study)

conducted for the Auto (Cars) Sector in 2012. [115][116]

• Mahindra won top Corporate Governance and CSR awards at

Asiamoney Awards 2016. [117]

• Mahindra was named ‘Manufacturing Innovator of the Year’ by TIME

India Awards in 2017. [118]

• The company became the first Carbon Neutral plant facility in

2018.[119][120]

• In 2018, seven automotive plants of Mahindra & Mahindra (M&M)

bagged the prestigious Japan Institute of Plant Maintenance (JIPM)

award.[121]

44
• Mahindra was named India's Best Brand by Interbrand in 2019.[122]

• Mahindra & Mahindra was among 2000 largest companies of the

world in the Forbes 2000 list. [123]

• The company was 23rd on Fortune's global ‘Change The World’ list

2019.[124]

• Mahindra Automotive was recognised as ‘One of the Most Trusted

Brands of India 2021’ by Team Marksmen and CNBC TV18.

45
OBJECTIVE OF RESEARCH

46
 OBJECTIVE OF RESEARCH

Primary objective:-

1. Conduct customer satisfaction survey for Aquagard.

2. To find out customer expectation from Aquagard.

3. To study the factors those satisfy and delight the customer.

Secondary objective:-

1. To find out problem faced by customers.

2. To understand the customers requirement from the Aquagard.

3. To know customer opinion about Aquagard’s vehicles.

47
 RESEARCH

METHODOLOGY

48
 RESEARCH METHODOLOGY

Definition:

Research methodology is a process to systematically solve the research

problem. It may be understood as a science of studying how research is

done scientifically. Why a research study has been undertaken, how the

research problem has been defined. In what way and why the hypothesis

has been formulated, what data have been collected and particular method

has been adopted. Why particular technique of analyzing data has been

used and a host of similar other questions are usually answered when we

talk of research methodology concerning a research problem or study.

A research design serves as a bridge between what has been established

(the research objectives) and what is to be done, in the conduct of the

study. In this project research done is of conclusive nature. Conclusive

research provides information that help in making a rational decision.

Descriptive design was choose to measure the satisfaction level of

customers on the basis of different parameters such as quality, price,

features, technology, after sale services etc.

This design ensured complete clarity and accuracy. It also ensured

minimum bias in collection of data and reduced the errors in data

interpretation. Statistical method was followed in this research because

49
the data was of descriptive nature and it also enabled accurate

generalizations.

Introduction:

The objective of this project is to conduct the Customer Satisfaction

Survey for Aquagard and recording, analyzing and interpreting the wants

and expectations of customers. For the company, it is essential to know

whether customers are satisfied or not with the Aquagard and services

provided by company.

Statements of the problem:

The purpose of conducting this research is to get the actual idea about the

experiences of customers and their satisfaction level with Aquagard.

What types of problem they face after purchasing the vehicles. The

purpose of conducting this research is also to find out expectations of

customers for Aquagard. Users were selected and then the analysis was

formed regarding the people’s beliefs, satisfaction and expectations about

the Aquagard.

This was basically the problem that was discovered to conduct this

project i.e.

50
“Customer satisfaction survey for Aquagard.”

SOURCES OF DATA

Primary data:

Primary data are those which are collected a fresh and for the first time,

and thus happen to be original in character. It was collected through

questionnaire and personal interviews.

Secondary data:

The secondary data are those which have already been collected by

someone else and which have already been through the statistical process.

The data were collected in the form of company profile and produce

profile from the web sites and news paper. Some of the books were

referred for theoretical concepts.

51
DATA ANALYSIS &
INTERPRETATION

52
 DATA ANALYSIS & INTERPRETATION

1. Table showing Occupation of Customer-

S.No. Occupation No. of Respondent

1 Business 44

2 Employee 32

3 Agriculture 14

4 Other 10

Source-Primary data

Occupation of the customer

4 Other
10%
3 Agriculture
14% 1 Business
44%
2 Employee
32%

Interpretation –

It is observed that, 44% customers are doing the Business and 32% customer
are the employee in private or government sector, 14% are farmer and 10% in other
field.

53
2. Table showing Age of the Aquagard’s Customer

Buyer 20 - 25 26 – 34 35 – 44 45 & above

1st 5 22 8 6

2nd 0 10 14 10

Additional 0 8 8 9

Total 5 40 30 25

Source-Primary data

25

20

15 Ist
2nd

10 Additional

0
20 - 25 26 - 34 35 - 44 45 & above

Interpretation –

It is observed that, 5% customer’s age is between the 20-25 years, 40% in 26-34
years, 30% in 35-44 years and 2% customers above 45 years.

54
3. Table showing Pre-Sales satisfaction level of the customer.

Customers remark No. of respondent

Excellent 50
Good 30
Average 15
Below average 5

Pre Sales Satisfaction of customers

Excellent Good Avverage Below average

5%

15%
50%
30%

Interpretation –

It is observed that, 50% of the customers are highly satisfied with the Pre-sales
services And 5% are dissatisfied with the Pre sales services.

55
4. Table showing customers opinion about the aquagard for Value for Money

Respondent's Remark No of respondents

Above Expectation 38

As per Expectation 42

Below Expectation 20

Value for Money

Above Expectatiom As per Expectation Below Expectation

20% 38%

42%

Interpretation –

42% of the respondents are of opinion that vehicles are as per expectation & 20% are
of the opinion that the pureit are below expectation.

56
5. Table showing Post-Sales satisfaction level of the customer.

Customers remark No. of respondent

Excellent 30

Good 45

Average 20

Below average 5

Post Sales satisfaction of the customer

Excellent Good Avverage Below average

5%
20% 30%

45%

Interpretation –

It is observed that, 45% of the customers are highly satisfied with the Post-sales
services And 5% are dissatisfied with the Post sales services.

57
6. Table showing customer priority with respect to characteristic.

Aspect No of Respondents

Comfort 12

Mileage 26

Features 12

Looks 20

Price 24

Safety 6

Customers Pirority with respect to

cha0r%esteristic
6% 12% Aspect
24% Comfort
26% Milage
Features
20% 12% Looks
Price

Interpretation –

It is observed that, 26% of the customers preferred Mileages as first preference

and 6% preferred safety.

58
7. Table showing customer unawareness about MS Add on services.

Services No. of Respondent

MTV 10

M-Finance 12

M-Insurance 4

M-o-S 18

Anytime aqua 20

MGA 8

MGP 8

MEW 20

MTV

M-Finance

M-Insurance

M-o-S

Anytime
Maruti

MGA

MGP

MEW

Interpretation –

It is observed that, 20% of the customers are unaware of Anytime Maruti, and
4% of the customers are unaware of Maruti Insurance.

59
8. Table showing customer remark about services.

Customers remark No. of Respondent

Excellent 35

Good 55

Average 17

Below average 3

3%
15%
32%

Good

50%

Interpretation –

It is observed that, 55% of the customers are satisfied with the services, and
3% are not satisfied.

60
9. Table showing customer expectation for improvement in Aquagard.

Customers remark No. of Respondent

Price 16

Quality 46

Service 24

Other 14

Customer expectation from Maruti Suzuki

14%
16%
Price
24%
46% Quality
Service
Other

Interpretation –

46% of the customers are of opinion that Maruti should improve in quality.

61
10. Table showing customer’s repurchase intention.

Customers remark No. of Respondent

Yes 74

No 26

No. of Respondent
80
70
60
50
40
No. of Respondent
30
20
10
0
Yes No

Interpretation –

It is observed that, 74% of the customers are ready to repurchase the Maruti’s
car, 26% are not ready to purchase the car.

62
11. Table showing customer’s recommendation intention.

Customers remark No. of Respondent

Yes 72

No 28

Recommandation to friends/relatives

28%

Yes
No
72%

Interpretation –

It is observed that, 72% of the customers are ready to recommend the car to
the friends and relative, 28% are not ready to recommend the car to the friends and
relatives.

63
12. Table showing customer’s preference about M-Finance.

Customers remark No. of Respondent

Yes 38

No 62

Customer Preference about M-Finance

38%

Yes
62%
No

Interpretation –

It is observed that, 62% of the customers are ready to prefer M-Finance, 28%
are not ready to prefer M-Finance.

64
13. Table showing customer’s preference about M-Insurance.

Customers remark No. of Respondent

Yes 86

No 14

Customer Preference about M-Insurance

86
100
80
60 No. of Respondent
40 14
20
0
Yes No

Interpretation –

It is observed that, 86% of the customers are ready to prefer M-Insurance,

14% are not ready to prefer M-Insurance.

65
FINDINGS

66
 FINDINGS

It is observed that

1. The prospective segment is from the business and self employed class.

2. The company should concentrate on the age group 26-34.

3. Aquagard should continue to maintain the standard of the service.

4. It is observed that, 42% of the respondent are of opinion that vehicles

are as per expectation, and 20% are saying its below expectation.

5. Company should improve its post sales service.

6. The customer highest priority is for the mileage.

7. Aquagard needs to improve its awareness about Add-on-Services like

any time water purefied, MEW etc.

8. Customer are highly satisfied with the service which help in customer
retention

9. It is observed that, 46% of the customers are of opinion that Maruti

should improve in quality, and 16% of the opinion that Aquagard
should improve in price.

10. Customers are highly satisfied which help in customer retention.

11. Company has created goodwill among the customers which will help
them to recommend car to friends and relatives.

12. Aquagard needs to educate the customers about the benefits of M-

Finance. They can motivate the cash customers to offer M-Finance.

13. It is observed that, 86% of the customers are ready to prefer M-

Insurance, 14% are not ready to prefer M-Insurance.

67
SUGGESTION

68
 SUGGESTION

After conducting the survey and knowing the market, I realized that:

❖ The company should keep in mind the need of young generation.

❖ Company should improve the promotion strategy of product.

❖ Company should improve the promotion strategy of Add-on services.

❖ It will be beneficial for the company to make the warehouse near to the
showroom and there should be roof facility, adequate security facility in
the warehouse.

❖ The Company should know its customers satisfaction level throughout

doing periodic surveys. Periodic surveys can treat customer satisfaction
directly.

❖ Company should improve/upgrades its employee’s product knowledge,

market situation, and its competitor’s knowledge by giving proper training
to employee.

❖ Company should upgrade or innovate its new product.

❖ The Company should not only concentrate on the customer satisfaction but
also the company led to monitor their competitor’s performance in their
areas of operations.

❖ The Company should make changes according to the other competitors &
according to the customer’s expectations.

69
LIMITATIONS

70
 LIMITATIONS

Though the study was conducted properly, the probability of errors & biases
kept is minimum; still some errors occurred because of certain limitation.

These are as follows:-

a) A very short span of time for study.

b) This is time-consuming research method & the respondents did not have
sufficient time for giving information for such type of study.

c) People were reluctant to give responses for such type of study.

d) People also did not give proper response for Questionnaire & interview,
because of short time.

e) Study is restricted to only Lucknow city.

I have honestly and sincerely tried to present the facts and figures but
some error still might have cropped up.

71
CONCLUSION

72
 CONCLUSION

It has been observed that most customers are satisfied with pre sales services
similarly most of these customers are dissatisfied with the post sales service which is
the matter of concern for the company. Aquagard needs to improve some parts of
products specifically the interiors. High customer satisfaction level helps the company
to retain its existing customer as well as generate new customer through word to
mouth publicity.

Customer satisfaction index is a good tool to make improvements in the

products and services of the company. And therefore should utilize carefully & kept
as confidential as possible.

73
BIBLIOGRAPHY

74
 BIBLIOGRAPHY

1. Marketing Management by Philip Kotler, the millennium edition

2. Research Methodology-C.R. Kothari.2nd edition

Website visited –

www.google.com

www.bajajauto.com

Newspaper-business standards, Dainak Gajran, Times of India, etc.

Book

Buy.logy by Martin Lindstrom

Epic Content Marketing by Joe Pullizzi

Social Media ROI by Olivier Blanchard

The Anatomy of Buzz by Emanuel Ro

75
ANNEXURE

76
 ANNEXURE

Name: - Sex:-
Address: - Occupation:-
Contact No:-
Age of Respondent
a) <25 b) 25-34
c) 35-44 d) 45 & above

Annual Income
a) 3-5 lack b) 5-8 lack
c) 8-12 lack d) 12 and above

1. Which Model of Aquagard are you using?

2. From how many years you are using this model?

a) 0-2 years b) 2-4 years
c) 4-6 years d) 6-8 years

3. Preference for choosing particular Aqua?

a) Comfort b) Mileage
c) Feature d) Performance
e) Looks f) Price
g) Others Please specify:-………

4. Are you satisfied with your car?

a) Yes
b) No

5. If No, give the reasons for the same

a) Comfort b) Mileage
c) Feature d) Performance
e) Looks f) Price

77
 6. From which of the following add- services are you unaware?
a) MTV b) M-Finance
c) M-Insurance d) Maruti on road services
e) Any time Aquagard f) MGA
b) MGP h) Aquagard Extend warranty

7. Do you prefer M-Insurance over any other insurance option?

a) Yes
b) No
If No, then why:-……………….

8. Do you prefer M-Finance over any other finance option?

a. Yes
b. No
If No, then why:-……………….

9. Do you prefer to get MGA fitted in your car or any local accessories?
a) MGA b) Local

9. What is your Pre-sales experience while purchasing the car?

a) Excellent b) Good
c) Average d) Below Average

10. What is your Post-sales experience after purchasing the car?

a) Excellent b) Good
c) Average d) Below Average

11. Are you satisfied with the features of Aquguard?

a) Comfort……. /5 b) purifier……. /5
c) Feature ……. /5 d) Safety……. /5
e) Looks ……. /5 f) Price……. /5

78
12. How will you rate Aquguard on the basis of Value for Money?
a) Above Expectation
b) Below Expectation
c) As per Expectation

13. Do you find easy availability of spare parts?

a) Yes
b) No

14. Would you like to re purchase the Aquguard?

a) Yes
b) No

15. Would you like to recommend the Aquguard to your friends/relatives?

a) Yes
b) No
16. In which sector do you think/feel Aquguard should improve?
a) Price b) Quality
c) Service d) Others

17. Are you satisfied with the overall service of Aquguard?

a) Excellent b) Good
c) Average d) Below Average

79