TABLE OF CONTENTS

Chapter
No.

Particulars

Page No.

Executive Summary
1

Introduction
Objectives of the study
Scope of the study
Limitation of the Study

Company Profile
Product Profile

Literature Review

Research Methodology

Data Analysis and Interpretations

Findings, Conclusion And suggestions

Annexure
Questionnaire
Bibliography

Executive Summary
The main purpose of selecting this topic is to increase our knowledge by gathering more and more
information related to the Customer Satisfaction towards Mahindra Bolero. By the help of this
project I came to know about customer satisfaction towards Mahindra Bolero.
The objective of the study is to understand customer satisfaction towards Mahindra Bolero. The
type of research undertaken is descriptive. Research approach is survey method. The contact method
for the research is personal interview and the Research instrument is structured questionnaire. The
sampling method is Simple Random Sampling. The sampling universe is Burhanpure and the
sample size is 40 respondents.
The primary data has been collected through a structured questionnaire. Secondary data is collected
from magazines and newspapers, public record and statistics, earlier documents and other sources of
published information.
"Today we indeed have a people car which is affordable & yet a built to need interior design and
emission norms.to be fuel efficient and low on emission."
It was found that the customers are satisfied with the overall performance of Mahindra Bolero. But
the researcher has tried to suggest few corrective measures to make the car more preferable in the
market.

Chapter -1

INTRODUCTION

Introduction
Customer Satisfaction is the buzzword used by the business people for the success of organization
in the present days. Due to the increases of heavy competition in every product line it become
difficult for the companies to retain the customers for longer time. So retain the customer for longer
time the marketer has to do only one things i.e. customer satisfaction .If customer is fully satisfied
by the product it not only rub the organization successfully but also fetch many benefits for the
company. They are less process sensitive and they remain customer for a longer period. They buy
addition products overtimes as the company introduce related produce related products or improved,
so customer satisfactions is gaining a lot of importance in the present day. Every company is
conducting survey on customer satisfaction level on their products. To make the products up to the
satisfaction level of customers.
This project is also done to know the customers satisfaction on the BOLERO on behalf of Mahindra
and Mahindra Automobiles. The impact of automobile industry on the rest of the economy has been
so pervasive and momentous that is characterized as second industrial. It played a vital role in
helping the nation to produce higher value good and services and in the enhancing their skills and
impose tremendous demand for automobile. The decrease in the interest rate and easy available of
cars loons from 2 to 3 years, lot of car manufacturers company facing cut throat competition in the
fields of technology and price, So to gain the market share it is important for the institutes to satisfy
its customers and to retain the reputation and its image.
Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The company
started manufacturing commercial vehicles in 1945. M&M is the leader by far in commercial
vehicle and the second largest in the passenger vehicle market. The company is the worlds sixth
largest medium and heavy commercial vehicle manufacturing.
Mahindra is best knowtility vehicles

and tractors

in India, Its automotive

division, the

company's oldest unit (founded in 1945), makes jeeps and three-wheelers (not passenger "auto
rickshaws," but utilitarian delivery and flatbed incarnations). M&Ms farm equipment sector,
formed in 1963 during Indias green revolution, manufactures tractors and industrial engines. M&M
also produces military vehicles. The company has facilities located throughout India.
The survey involved gathering wide information about the company, its
satisfaction and impact of various competitive firms on the company.

Objectives of the study

4

products, customer

The study has been under taken to analyze the customer satisfaction towards all variant of Mahindra
BOLERO in Burhanpur with a special reference to the M&M motors, the other

To gather information about customer satisfaction toward Bolero in the geographic region of

Burhanpur
To know the customer perception about features, low maintenance cost and looks of Bolero.
To know the customer satisfaction about the safety and comfort provided by Bolero.
To know the customer satisfaction towards the after sales service offers by M&M

Scope of Study

It is aimed to study the car market and buying behavior of the customer. The project is analyzed the
demographic, psychographic and buying characteristics of the customers in buying the car. It
includes the detailed study of customers focusing on the various parameters that lead to identifying
and understanding the perception of the customer in buying the car brands.

Limitation

Information given by respondents may not be fully true

This study will be limited to only some areas of Burhanpur City

It is only for short period of time.

The sample size was 40 which were not sufficient for the study.
The clients were not clear and precise for the problem they were facing.

Chapter -2

COMPANY PROFILE

INTRODUCTION OF AUTOMOBILE INDUSTRY

The automobile industry has changed the way people live and work. The earliest of modern cars
was manufactured in the year 1895.

Shortly the first appearance of the car followed in India. As the century turned, three cars
were imported in Mumbai (India). Within decade there were total of 1025 cars in the city.
The dawn of automobile actually goes back to 4000 years when the first wheel was used for
transportation in India. In the beginning of 15th century, Portuguese arrived in China and the
interaction of the two cultures led to a variety of new technologies, including the creation of a wheel
that turned under its own power. By 1600s small steam-powered engine models was developed, but
it took another century before a full-sized engine -powered vehicle was created.
Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It was
the first internal-combustion motor car of America, and it was followed by Henry Fords first
experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that
featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an
aluminum body.
Chauffeurs usually drove it and emphasis was on comfort and style rather than speed. During the
1920s, the cars exhibited design refinements such as balloon tires, pressed- steel wheels, and fourwheel brakes.
Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body.
The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that suited more to
the needs of families. In 1930s, vehicles were less boxy and more streamlined than their predecessor
was.
The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires.
The year 1957 brought powerful high performance cars such as Mercedes-Benz 300SL. It was built
on compact and stylized lines, and was capable of 230 kmph (144 mph).
This was the Indian automobile history, and today modern cars are generally light,
aerodynamically shaped, and compact.
9

Facts & Figures :

The automobile industry in India is on an investment overdrive. Be it passenger car or two- wheeler
manufacturers, commercial vehicle makers or three-wheeler companies everyone appears to be in
a scramble to hike production capacities. The country is expected to witness over Rs 30,000 crore of
investment by 2012.
Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be
launching a mini and may be a compact car.
Most of the companies have made their intentions clear. Maruti Udyog has set up the second car
plant with a manufacturing capacity of 2.5 lakh units per annum for an investment of Rs 6,500
Crore ( Rs 3,200 Crore for diesel engines and Rs 2,718 Crore for the car plant itself).
Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3
years. Hyundai will bring in more than Rs 3,800 Crore to India.
Tata Motors will be investing Rs 2,000 Crore in its small car project. General

Motors will

be

investing Rs 100 Crore, Ford about Rs 350 Crore and Toyota announced modest expansion plans
even as Honda Siel has earmarked Rs 3,000 Crore over the next decade for India - a sizeable chunk
of this should come by 2010 since the company is also looking to enter the lucrative small car
segment.
Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have each
announced well over Rs 1,000 Crore of investment. Mahindra & Mahindras joint venture with
International Trucks is expected to see an infusion of at least Rs 500 Crore.
Own turn largely due to market leader Maruti Suzuki which holds 48 per cent of the market. The
compact car giant clocked 7.22 lakh units for 2011-2012. Closest rival Hyundai Motor India sold
2.44 lakh cars, a growth of 13 per cent. Tata Motors sales grew 1.3 per cent at 2.30 lakh units while
Mahindra & Mahindra posted 2.5 per cent growth at 1.06 lakh units.
Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motors numbers fell 15
per cent to 46,892 units while Ford Indias sales were down 17 per cent to 27,976 units. Honda Siel
Cars India also saw a 17 per cent drop at 52,420 units while General Motors India was down 8 per
cent to 61,526 units.
10

Among commercial vehicle makers, all major players saw substantial fall in volumes. Market leader
Tata Motors with a 60 per cent plus share, showed 22 per cent drop in numbers at 2.34 lakh units
while Ashok Leyland showed 37 per cent drop at 47,632.
Eichers sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per cent at
7,819 units. The freight movement is unlikely to improve this fiscal which will impact truck sales.
Two-wheeler sales grew 2.6 per cent to 74.38 lakh units. Hero and Honda has made up for the
erosion of sales volume for other two-wheeler makers including Bajaj Auto and TVS Motor
Company, said Mr. Matta. Hero and Honda clocked 36.40 lakh units, a growth of 12.5 per cent.
Bajaj Autos volumes dropped 23 per cent to 12.86 lakh units while TVS saw a marginal decline at
11.36 lakh units. Honda Motorcycle and Scooter Indias sales surged 16 per cent to 10.15 lakh units.

HSTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE

Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed. Later on, after
the partition of India, one of the partners - Ghulam Mohammad - returned to Pakistan, where he
became Finance Minister. As

a result, the company was

1948.

11

renamed to Mahindra & Mahindra in

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

PRODUCT PROFILE

MAHINDRA BOLERO
Mahindra Bolero is one of the most successful and popular utility vehicle of the Mahindra and
Mahindra Group. The car is robust in appearance and it has been elegantly designed, keeping in
12

mind the conditions of the Indian roads. Mahindra Bolero is also among the best fuel-efficient cars
of India as the manufacturer has equipped it with a 2500 cc diesel engine with5- speed transmission.
April 08, 2008, Mumbai: Mahindra & Mahindra Ltd. (M&M), one of Indias leading auto brands,
has announced that its popular Bolero SUV has sold a record 50,000 units in 2007-08. The Bolero is
the first brand in the SUV/UV/MPV category to cross 50,000 units in one year and Indias leading
SUV brand for two years in a row.
With its stylish appeal and rugged nature, the Mahindra Bolero has emerged as the clear favorite
amongst SUV enthusiasts across the country since its launch eight years ago. The fact that it is the
first brand in the SUV/UV/MPV category to notch up sales of more than 50,000 units in a single
year is also a clear validation of our customer centric approach to business. Today, the Bolero is
perceived as a stylish but affordable SUV which caters to different customer needs and takes on all
kinds of terrain with ease, said Mr. Vivek Nayer, Vice President Marketing, Auto Sector,
Mahindra and Mahindra Ltd.
Since its launch in June 2000, the Bolero has evolved over the years, incorporating a host of
features and aesthetics which match the evolving lifestyle aspirations of Indian consumers. In 2007,
M&M launched the New Bolero which offered a bold new style, greater comfort and conveniences.
In January 2008, Mahindra also introduced the Bolero Special Edition, a limited edition of Indias
most popular SUV with exciting new features for the young urban customer.

MAHINDRA SCORPIO
Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility Vehicle in India
in 2002. This SUV has redefined the expectations for the design of SUVs with its sturdy
looks and powerful performance, the sophisticated interior design adds to the further
glory to the appearance.
13

MAHINDRAINGENIO
Mahindra & Mahindra is planning to launch a new multi-purpose vehicle (MPV) to take on the
Toyota

Innova

and

the

Chevrolet

Tavera

in

both the

individual

buyer

and

taxi

segments. Mahindra has currently named the project Ingenio. The vehicle is expected to hit the
market 2009 in

MAHINDRA RENAULT LOGAN

Much awaited Mahindra-Renault Logan has been launched in India. This compact sedan is a
spacious, practical and affordable vehicle. The outlook of Logan is impressive and the basic
version is a value for money, however the top-end versions are a bit high on price.
The prominent feature of this car is its performance, interiors and economy.
MAHINDRA XYLO
Mahindra & Mahindra Limited launched their latest Multi Utility Vehicle (MUV) Xylo in India
on January 13, 2009. The car boasts of having all the luxurious features that are seen in todays
sedans, with the ample space of a utility vehicle. Xylo's muscular stance contributes to its
commanding road presence. Fully packed with the latest features, the MUV is sure to impress
Indian consumers and provide a stiff competition to the other vehicles within its class

MAHINDRA MAXX
The Mahindra Maxx, a product under the Mahindra Maxx range, is a spacious passenger utility
vehicle with a maximum seating capacity of 10 persons. It is perfect vehicle for large families going
on long trips. The MUV comes with a spacious cabin with decent legroom.
14

Available in 4 main choices: Base, TX, LX and Festara, the MUV comes loaded with a lot of merits.
It has a long wheelbase of 2430 mm to provide for a large seating capacity and cargo space. The
vehicle has a high ground clearance of 200 mm which gives it good stability on off-road drives.
Because of these reasons, the Mahindra Maxx is more popular in semi-urban and rural areas of the
country.
The vehicle has high fuel efficiency and delivers more than any other vehicle in its category. It
comes with a 3-year warranty so that initial maintenance is not heavy on the pockets

MAHINDRA MARSHAL
Mahindra Marshal Deluxe Royale is a Sport and Utility Vehicle with has a seating capacity of nine
people. Its design resembles Mahindras old model of jeeps; but with some modifications. It has a 5door design with a hard top, ensuring safety. The interiors are comfortable too with ergonomically
designed seats affording travelling comfort.
The Mahindra Marshal Deluxe Royale can be a good purchase with regards to its seating capacity
and also its technologically advanced features. Although, the price is on a bit higher side, it is worth
investing.

15

Mahindra Scorpio

Mahindra Bolero

Mahindra Xylo

Mahindra Marshal

Mahindra Maxx

Mahindra Logan Car

16

MILSTONE, AWARDS AND ACCOLADES

M&Ms 61st year was studded with a number of noteworthy achievements, prestigious prizes and
glittering awards.
DUAL HONOURS FOR CHAIRMAN MR. KESHUB MAHINDRA Chairman, Mr. Keshub
Mahindra
Was awarded theBusiness Visionary Award 2006 instituted by the National Institute of Industrial
Engineering (NITIE), Mumbai.
Chairman, Mr. Keshub Mahindra was also awarded the prestigious IBS Kolkata Lifetime
Achievement Award for his unparalleled contribution to industrial growth and social and
economic development of the community.
The Institute of Chartered Financial Analysts of Indias (ICFAI) India Business School (IBS)
presented it, Kolkata, at the Strategy Summit 2007, held in Kolkata.
SLEW OF HONOURS FOR MR. ANAND MAHINDRA

Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number of prestigious awards
in 2008-10, including:

The prestigious CNBC Asia Business Leader of the Year Award for the Year 2006 as well as

the CNBC TV India Business Leader of the Year Award.

The CEO of the Year award at the India Brand Summit 2006 co-sponsored by Business

Standard and ITM Business School in association with Times Now and DNA newspaper.
The LMA Entrepreneur of the Year 2006 award, instituted by the Ludhiana Management

Association (LMA).
The Most Inspiring Corporate Leader of the Year Award by NDTV Profit
The NDTV Profit Car & Bike Award 2009 for Automobile Man of the Year.

Mr. Anand Mahindra was also nominated as a Member of the Council of the Executive
Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He was
featured in the list of 50 Most Influential Indians in Business Weeks edition dated August 13, 2007

17

HIGHEST CRISIL RATING FOR M&M

M&M has received the highest Governance & Value Creation rating, CRISIL GVC Level I from
CRISIL for the ability to create value for all stakeholders, while adopting sound corporate
governance practices.
DUN & BRADSTREET AMERICAN EXPRESS CORPORATE AWARDS 2006
Mahindra & Mahindra was rated as the leading Indian company in the Automobile Tractors sector
in the Dun & Bradstreet American Express Corporate Awards 2006. The Automobile Sector
comprises of three categories Passenger Vehicles, Commercial Vehicles and Tractors.
These awards recognize the virtues of size and growth in the awards methodology. M&M ranked
No. 1 in these two segments in the premier Dun & Bradstreet India publication, Indias Top 500
Companies 2006.
MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD
Mahindra & Mahindra was honored with the Amity HR Excellence Award at the Fourth Amity
Global HR Summit 2007 held at the Amity International Business School, Noida. The Amity HR
Excellence Award recognized Mahindra as one the most admired companies across the global on
account of its innovative strategies for Human Resources Management and Development.
GLOBAL HR EXCELLENCE AWARD FOR M&M
Mahindra & Mahindra won the Global HR Excellence Award for Innovative HR practices
(Manufacturing Sector), in the Asia Pacific HRM Congress, held in Mumbai. These awards
recognize organizations and individuals who have embraced change, encouraged constructive
challenges and demonstrated entrepreneurial skills in the corporate world.
M&M WINS BOMBAY CHAMBER GOOD CORPORATE CITIZEN AWARD 2009-10
M&M was presented with the coveted Bombay Chamber Good Corporate Citizen Award 2006- 07
at a glittering ceremony held to celebrate the Chambers 172nd Foundation Day on September 21,
2009. Mr. Bharat Doshi, Executive Director, M&M Ltd. and Mr. Rajeev Dubey, Member of the
Group Management Board and Chairman, Mahindra & Mahindra CSR Council, received the award
on behalf of the company. This Award recognizes and honors conspicuous achievement by corporate
organizations by way of service to the civic community, in addition to outstanding operational
performance. It takes into account several parameters, including Business Performance, Corporate
Interests, Employee Welfare, Customer and Stakeholder Satisfaction and Social Investment.
18

GOLDEN PEACOCK AWARD FOR EXCELLENCE IN CORPORATE GOVERNANCE

Mahindra & Mahindra won the coveted Golden Peacock Award for Excellence in Corporate
Governance 2006. This award validates the companys Best-in-Class corporate governance
practices and reflects its transparent and ethical dealings with stakeholders across the entire value
chain. It recognizes the Managements commitment to the highest standards of corporate conduct
and its commitment to Corporate Social Responsibility as a distinct activity that helps build
commendable social values and adds to the ethical fiber of the organization.
BEST AUTOMOTIVE MANUFACTURING SUPPLY CHAIN EXCELLENCE AWARD
Mahindra & Mahindra has been awarded as the organization with the Best Automotive
Manufacturing Supply Chain Excellence. The awards were presented by India Times
Mindscape (Times of India Group) along with the Business India Group at the Express,
Logistics & Supply Chain Awards held in Mumbai on September 28, 2007. A. C. Neilson is
accredited with the research for the award nominees and winners.
HIGH RANKINGS FOR MAHINDRA
M&M was ranked second in the prestigious e Most Trusted Car Company in India study conducted
by TNS. M&M scored 127 points, just seven points below the top ranking company, according to a
TNS communiqu.

M&M was ranked 14th in The Economic Times prestigious ET 500 list of top achieving
companies in India? The company has moved up four ranks from last year. To quote from
the ET 500 write-up: M&Ms art-to-part strategy of diversification into the auto parts
value chain and its plans for new platforms for utility vehicles and joint venture with

Renault for Logan have led to a gain in ranks.

M&M was ranked 22nd in Business Indias annual survey of the countrys top companies Super 100M&M was ranked 31st in Business Todays annual survey of Indias most
valuable companies
ABOUT MAHINDRA BOLERO

Mahindra & Mahindra Limited launched the second generation Bolero in March 2007. The all-new
sports-utility vehicle (SUV) comes with refreshed looks and style. The exteriors and interiors of the
latest Bolero have been designed in way that will find appeal with the younger generation of car
buyers in India. The automobile sports a host of new features, which perfectly suit the needs of

19

Indian consumers. An off-road SUV, it delivers uncompromising fuel efficiency and commendable
performance on city roads as well.
Get a sneak peek at whats new in the tough new Bolero. Get the lowdown on how it makes your
drive a never before experience.
Engine
New Mahindra Bolero is powered by 2523cc Turbo Charged DI (Direct Injection) diesel engine,
which generates a power of 63.2 PS @ 3200 rpm and 18.4 kgm of torque @ 1440-1500 rpm. The
2.5L engine is much more refined than its previous model. The good, low-end torque of Bolero
allows a smooth ride on gradients and bumpy roads.
Design and Comfort
Mahindra Bolero flaunts a new, sleek front grille and muscular bumper that accentuate the
appearance of its fascia. The rear side appears more sophisticated, with curved clear lens taillights.
Adding to the appeal of the exteriors is the well-contoured door handles. Ergonomics in the cabin of
the all-new Bolero have been reworked to suit the present-day consumer's desire. Its plush bucket
seats offer a greater degree of comfort to the occupants.
Discover the ergonomic drivers seat, the arm rest in the middle row or the multi-directional AC
louvers. There are little touches everywhere to make your drive less of a drive and more of a
pleasant journey.
Interiors
Mahindra Bolero sports a trendy dashboard and instrument cluster. The efficiency of the air
conditioning system has also been improved. The audio system is integrated on the instrument panel
in such a way that the controls are within easy reach of the driver. The new Mahindra Bolero comes
packed with many utility spaces. There are small storage areas for various passenger needs, which
are neatly tucked away in the space-efficient central console.
Ride and Handling
New Mahindra Bolero comes equipped with an advanced NGT 520 transmission, along with
synchromesh gears, which allow smooth gearshifts. The automobile's front suspension is built to
withstand tough road conditions, while giving its occupants utmost comfort. A combination of disc
and drum brakes is used in the SUV, which facilitates smooth braking on all road conditions. The
wide radial tyres of Bolero ensure better road grip, safety and improved handling.
20

Safety
Mahindra Bolero comes equipped with anti-roll bars that help the vehicle hold to the ground even
on the tightest bends. Its braking system prevents the locking of wheels on slippery roads. The new
SUV also has a long wheelbase, which provides greater stability to the automobile. The other safety
features of Mahindra Bolero include central locking and seat belt/door open warning.
Style:
The Bolero is built solidly but that didnt stop us from enhancing the sense of security. So we put in
anti-roll bars to help hug the ground even on the tightest bends, brakes that prevent wheel locking
and a seat belt/door open warning system.
From the aggressive grille ornament to the muscular front fascia, low stance fender extensions, clear
lens headlamps and stand out wheel arches there's a lot you can discover in the new Bolero. All at a
dealer near you.
Convenience:
Find space for magazines or maps, slots for bottles or cans, a surprisingly large glove box to
swallow anything you throw into it. Theres even a 12V charging point along with a mobile holder.
So the only thing you have to think about is your destination.
Performance:
The high power and high torque give the Bolero great load carrying capabilities especially over
inclines. The synchromesh gears make gear shifts and even city driving a cinch. And the unique
Mahindra DI engine gives you uncompromising fuel economy too.

Variants, Price and Color

The eight variants of new Mahindra Bolero are SLX, DX, DI, XLS, XL, Sports, Invader and
Camper. The SUV is available in five colors, including Apple Red, Fiery Black, Diamond White,
Rocky Beige and Turf Green. The latest version of Mahindra Bolero is priced between Rs 4.60 lakh
and Rs 5.61 lakh.
Bolero Overview
21

Introduction of Bolero Model

Take on anything starting now with the new Mahindra Bolero. Any road that calls itself tough had
better watch out. The new Mahindra Bolero comes loaded with new features in style, comfort and
convenience. To let you dominate whatever you encounter on the road.
DISCOVER THE TOUGH NEW BOLERO.
Here's a sports utility vehicle that brings you brand new style with tried and tested performance. A
mid size SUV packed with.
New comforts and conveniences. Choose from five models, to fit your needs or to underline your
style. And own a driving experience that puts you firmly in command.
BOLERO SLX
The Bolero SLX is the top-of-the-heap model. It has almost every feature on the new features list.
From the new trim on the front grille to the low stance fender or the clear lens headlamps.
BOLERO SLE
For style the Bolero SLE matches the SLX in every aspect except one where it scores over its highend counterpart - sporty decals. In fact this is the only model with decals on it.
BOLERO DI
The spirit of the tough new Bolero without the frills is the best description for the Bolero DI. The
style, the aggression, the authority is all there minus the creature comforts and conveniences.
The spirit of the tough new Bolero without the frills is the best description for the Bolero DI. The
style, the aggression, the authority is all there minus the creature comforts and conveniences. Click
on the related links to get an outside-in picture of Mahindras new vehicle.
BOLERO DI Plus
Like its higher-end brothers, the Plus too has most of the style features found on the SLX list. And if
you care for more comforts and conveniences on the inside then all you have to do is choose the
power steering option.
BOLERO VLX

22

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

23

BOLERO SLX

Features and Specification

Make
Model
Variant
Body Type

Mahindra
Bolero
SLX
SUV

No. of Doors

Fuel Efficiency:
City Mileage

9.4 kmpl

Highway Mileage
Fuel Capacity

12.4 kmpl
60 liters

Fuel Type
Fuel Grade
Engine Parameters:
Displacement
Bore
Stroke
Cylinder Configuration
Valve Gear Operation
Compression Ratio
No. of Valves
Aspiration
Fuel System
Horse Power
Torque
Steering and Suspension
Steering Type
Power Steering
Front Suspension
Rear Suspension

Diesel
-

2523cc
4 inline
8
Turbo Charged
DI
63.12@3200 ps@rpm
180@1440 Nm@rpm

Rack and pinion, power assist

Yes
Independent with coil spring
Leaf spring
24

Dimensions
Length
Height
Width
Wheel Base
Clearance
Boot

4056 mm
1880 mm
1660 mm
2680 mm
200 mm
-

Front Head Room

Min: 60mm Max: 60mm

Front Leg Room

Rear Head Room

Min: 60mm Max: 60mm

Rear Leg Room

Krebs Weight
Gross Weight
Drive Train
Type
Gears
Drive Line
Comforts Features
AM / FM Radio

Min: 74mm Max: 94mm

Min: 1615kg Max: 1615 kg

Manual
5
RWD

Present

Except AM / FM radio there is no other comfort is provided.

Safety: There is no safety feature included in Bolero SLX including antitheft system etc

BOLOLERO SLE

Feature and Specification

25

Make

Mahindra

Model

Bolero

Variant

SLE

Body Type

SUV

Number of Doors

Fuel Efficiency:
City Mileage

9.5 kmpl

Highway Mileage

3.2 kmpl

Fuel Capacity
Fuel Type
Fuel Grade

60 liters
Diesel
-

Engine Parameters:

Displacement
Bore
Stroke
Cylinder Configuration
Valve Gear Operation
Compression Ratio
No. of Valves
Aspiration
Fuel System
Horse Power
Torque
Steering and Suspension

2523cc
4 inline
8
Turbo Charged
DI
63.12@3200 ps@rpm
180@1440 Nm@rpm
26

Steering Type
Power Steering
Front Suspension
Rear Suspension
Dimensions:
Length
Height
Width
Wheel Base
Clearance
Boot
Front Head Room
Front Leg Room
Rear Head Room
Rear Leg Room
Krebs weight
Gross weight

Rack and pinion, power assist

Yes
Independent with coil spring
Parabolic Leaf spring

4056 mm
1880 mm
1660 mm
2680 mm
180 mm
Min: 1615kg Max: 1615 kg
-

Drive Train
Type
Gears
Drive Line
Comfort Features
Air-Conditioning

Manual
5
RWD

Yes

Except Air conditioning, no other comfort features are present in the Bolero SLE.
Same as SLX no safety features are present in the Bolero SLE.

27

BOLERO DIZ

Body
Body

SUV
Weight & Dimension

Overall Length (mm)

Overall Width (mm)
Overall Height (mm)
Wheel Base (mm)
Ground Clearance (mm)
No of Doors

4056
1660
1860
2680
180
5
Fuel Economy

Mileage - Highway (km/l)

Mileage - City (km/l)
Mileage - Overall (km/l)

13.2
9.5
10.24
Capacities

Seating Capacity
Fuel Tank Capacity

7
60
28

Engine
Engine Type/Model
Displacement (cc)
Power (PS @ rpm)
Torque (Nm @ rpm)
No of Cylinders
Cylinder Configuration
Valves per Cylender
Fuel Type
Fuel System

2.5L DI Turbo Diesel

2523
64 @3200
180 @1440
4
In-line
2
Diesel
Direct Injection
Transmission

Transmission Type
Manual
Final Reduction Gear Ratio 5
Suspension
Front Suspension

Independent with coil spring &

Rear Suspension

anti roll bar

Parabolic leaf springs
Steering

Steering Type
Minimum Turning Radius

Rack & Pinion

5.4

(m)
Brakes
Front Brakes
Rear Breaks

Disc
Drum
Wheels & Tyres

Wheel Type
Wheel Size
Tyres

Steel
15 Inch
215 / 75 R 15

29

BOLERO DI

Body
Body

SUV
Weight & Dimension

Overall Length (mm)

Overall Width (mm)
Overall Height (mm)
Wheel Base (mm)
Ground Clearance (mm)
No of Doors

4170
1660
1880
2794
183
5
Fuel Economy

Mileage - Highway (km/l)

Mileage - City (km/l)
Mileage - Overall (km/l)

13.2
9.5
10.24
Capacities

Seating Capacity
Fuel Tank Capacity

7
60
Engine

Engine Type/Model
Displacement (cc)
Power (PS @ rpm)
Torque (Nm @ rpm)
No of Cylinders
Cylinder Configuration
Valves per Cylender
Fuel Type
Fuel System

2.5L DI Turbo Diesel

2523
64 @3200
180 @1440
4
In-line
2
Diesel
Direct Injection
30

Transmission
Transmission Type
Manual
Final Reduction Gear Ratio 5
Suspension
Front Suspension

Independent with coil spring &

Rear Suspension

anti roll bar

Rigid leaf spring
Steering

Steering Type
Minimum Turning Radius

Rack & Pinion

5.4

(m)
Brakes
Front Brakes
Rear Breaks

Disc
Drum
Wheels & Tyres

Wheel Type
Wheel Size
Tyres

Steel
15 Inch
215 / 75 R 15

BOLERO VLX

Body
Body

SUV
Weight & Dimension

Overall Length (mm)

4056
31

Overall Width (mm)

Overall Height (mm)
Wheel Base (mm)
Ground Clearance (mm)
No of Doors

1660
1880
2680
180
5
Fuel Economy

Mileage - Highway (km/l)

Mileage - City (km/l)
Mileage - Overall (km/l)

12.4
9.1
9.76
Capacities

Seating Capacity
Fuel Tank Capacity

7
60
Engine

Engine Type/Model
Displacement (cc)
Power (PS @ rpm)
Torque (Nm @ rpm)
No of Cylinders
Cylinder Configuration
Valves per Cylender
Fuel Type

2.49L CRDe
2523
98 @3800
255 @1800
4
In line
2
Diesel
Transmission

Transmission Type
Final Reduction Gear Ratio

Manual
5
Suspension

Front Suspension
Rear Suspension

IFS Coil Spring

Rigid Leaf Springs
Steering

Steering Type
Minimum Turning Radius (m)

Power Steering
5.4
Brakes

Front Brakes
Rear Breaks

Disc Brake
Drum Brake
Wheels & Tyres

Wheel Type
Wheel Size
Tyres

Radial
15 Inch
215 / 75 R 15,

32

MAHINDRA BOLERO PRICE LIST

BOLERO VARIANTS EX-SHOWROOM PRICE
DI BS2

5,05,942

SLE BS2

5,64,128

SLE BS3

5,76,174

SLX BS2

5,98,253

SLX BS3

6,12,653

PLUS Non AC BS2

5,37,009

PLUS Non AC BS3

5,50,348

PLUS AC BS2

: 5,72,867

PLUS AC BS3

: 5,93,171

VLX BS3

6,61,091

33

ABOUT MAHINDRA DEALER

Central Motors
Address: Amravti road rajpura
City : Burhanpur
Phone No :
Email Id :
Our Distinction:
This is one of the largest authorized dealers for Mahindra & Mahindra Automotives. Record sales in
the first year of operation.
Partners in Progress:
We are the preferred partners of M&M automotives, chiefly due to our successful sales record and
quality. Our facilities have remained unsurpassed, as we strive everyday to better our self.
Commanding Presence:
Central Motors as a centralized air-conditioned showroom of M&M automotives its kind in
Burhanpur, spread gracefully and decorated elegantly over an impressive 3000 sq.ft at Burhanpur,
Being equipped with affable front office staff and adept professional technicians, Provide a perfect
of quality Service and Reliability.
Space Friendly:
The interiors are aimed at making you feel completely at ease, in luxury. Because for us the
customer is king, one who deserves a regal offering. The setting is apt for times when you need to
switch into a relaxed state of mind.
Technology to Stay Ahead:
We are equipped with the latest technological advancement in the industry, in order to give the best
of services when it matters. Not just to be part of, But to build the future, is our motto.
Ambience the Exude Relaxation:
Ours is one of the few service centers to be equipped with a fully-fledged customer-waiting lounge.
A part from a television and chess board, it had a wed kiosk to keep u connected all the time.
34

Service with Commitment:

Our dedicated team of mechanical specialty offers expert treatment for your vehicle. We ensure
consistency in performance each time, without fail.
Attention to Details:
We provide genius spare parts and accessories to ensure exceptional performance. Every single
aspect related to your vehicle is taken care of at our premises.
Dealing Made Convenient:
It is a part of our commitment policy to give advantage to the customer at every juncture. We offer
assistance of every kind at our premises itself, which makes it a one stop facility.
Expert Guidance at Every Step:
Our sales team gives utmost priority to your satisfaction. When you need help to make the right
choice, it is ensured that the result is beyond your expectations. Thus making it a point that you get
the best in both luxury and comfort always.
Models:
Mahindra & Mahindra has been launching various type of MUVs and cars from the year of 1945,
keeping in mind the quality, design, driving, comfort, fuel efficiency, and service and resale value.
These from a formidable force that gives our customers the pride and the joy of value forever. What
drives M&M is

Commitment
Leadership
Any an eye for appropriate technology.

Since 1945, when M&M first began manufacturing MUVs & LCVs, M&M have been engaged in a
single-minded endeavor to bring you cars that only state-of-the-art, but are also some f the most
environment-friendly vehicles in this world-a reflection of our commitment and care, for better
environment.
At the heart of every M&M is a unique engineering and an optimal mix of power and economy. All
this is supported by M&M nation wide dealership network and automated workshop that provide
excellent after sale service

35

The company has constantly exploring new opportunity to define the shape to tomorrows driving
technology.
Promotional Activities:
The promotional activities adopted by central Motors are
1. Test Driving
2. Free Driving
3. Hoarding
4. Discounts
5. Advertisement in Newspaper and magazines
6. Gift Schemes
7. Free Services
8. Mileage Contents
Promotional expenses have been borne by both Central Motors and M&M, shares in advertisement
cost.
Service Offered:
Service and paid service after sale of Cars.

Free checkups campaigns

Finance through bank
Demonstration for new products
Acceptance of warranty claims

Working Time in Central Motors:

Working hours in Central Automobiles are 10 hours per day starting from 9:30 am to 7:30pm with
one-hour break for lunch and 15 minutes for evening tea and coffee

36

Chapter- 3
Review of Literature

37

Customer Satisfaction

Customer satisfaction, as a construct, has been fundamental to marketing for over three decades. in
1960, Keith (1960) defined marketing as satisfying the needs and desires of the consumer. Hunt
(1982) reported that by the 1970s, interest in customer satisfaction had increase to such an extent
that over 500 studies were published. This trend continued and by 1992, Peterson and Wilson
estimated the amount of academic and trade articles on customer satisfaction to be over 15,000.
Several studies have shown that it costs about five times to gain a new customer as it does to keep
an existing customer (Naumann, 1995) and this results into more interest in customer relationships.
Thus, several companies are adopting customer satisfaction as their operational goal with a carefully
designed framework. Hill and Alexander (2000) wrote in their book that companies now have big
investment in database marketing, relationship management and customer planning to move closer
to their customers. Jones and Sasser (1995) wrote that achieving customer satisfaction is the main
goal for most service firms today.
Increasing customer satisfaction has been shown to directly affect companies market share, which
leads to improved profits, positive recommendation, lower marketing expenditures (Reichheld,
1996; Heskett et al., 1997), and greatly impact the corporate image and survival (Pizam and Ellis,
1999)Customer satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product service.Satisfaction is
the level of a persons felt state resulting from comparing a products perceived performance in
relation to the persons expectations.Parker and Mathews (2001) however noted that the process of
satisfaction definitions concentrates on the antecedents to satisfaction rather than satisfaction
itself.Satisfaction as a process is the most widely adopted description of customer satisfaction and a
lot of research efforts have been directed at understanding the process approach of satisfaction
evaluations (Parker and Mathews, 2001). This approach has its origin in the discrepancy theory
(Porter, 1961), which argued that satisfaction is determined by the perception of a difference
between some standard and actual performance.Thus the satisfaction level is a function of the
difference between perceived performance and expectation.

Definition
38

Parker and Mathew (2001) expressed that there are two basic definitional approaches of the concept
of customer satisfaction. The first approach defines satisfaction as a process and the second
approach defines satisfaction as an outcome of a consumption experience. These two approaches are
complementary, as often one depends on the other.
Customer satisfaction as a process is defined as an evaluation between what was received and what
was expected (Oliver, 1977, 1981; Olson and Dover, 1979; Tse and Wilton, 1988), emphasizing the
perceptual, evaluative and psychological processes that contribute to customer satisfaction (Vavra,
1997, p. 4).
Parker and Mathews (2001) however noted that the process of satisfaction definitions concentrates
on the antecedents to satisfaction rather than satisfaction itself.
Satisfaction as a process is the most widely adopted description of customer satisfaction and a lot of
research efforts have been directed at understanding the process approach of satisfaction evaluations
(Parker and Mathews, 2001). This approach has its origin in the discrepancy theory (Porter, 1961),
which argued that satisfaction is determined by the perception of a difference between some
standard and actual performance.Cardozo (1965); and Howard and Sheth (1969) developed the
contrast theory, which showed that consumers would exaggerate any contrasts between expectations
and product evaluations.
Olshavsky and Miller (1972); and Olson and Dover (1979) developed the assimilation theory, which
means that perceived quality is directly increasing with expectations. Assimilation effects occur
when the difference between expectations and quality is too small to be perceived.Anderson (1973)
further developed this theory into assimilation-contrast theory, which means if the discrepancy is
too large to be assimilated then the contrast effects occur. The assimilation-contrast effects occur
when the difference between expectations and quality is too large to be perceived and this difference
is exaggerated by consumers.
According to Parker and Mathews (2001), the most popular descendant of the discrepancy theories
is the expectation disconfirmation theory (Oliver, 1977, 1981), which stated that the result of
customers perceptions of the difference between their perceptions of performance and their
expectations of performance. Positive disconfirmation leads to increased satisfaction, with negative
disconfirmation having the opposite effect. Yi (1990) expressed that customers buy products or
services with pre-purchase expectations about anticipated performance, once the bought product or
service has been used, outcomes are compared against expectations. If the outcome matches
expectations, the result is confirmation. When there are differences between expectations and
39

outcomes, disconfirmation occurs.

Positive disconfirmation occurs when product or service

performance exceeds expectations. Therefore, satisfaction is caused by positive disconfirmation or

confirmation of customer expectations, and dissatisfaction is the negative disconfirmation of
customer expectations (Yi, 1990).
While several studies support the disconfirmation paradigm, others do not. For instance, Churchill
and Surprenant (1982) found that neither disconfirmation nor expectations had any effect on
customer satisfaction with durable products.
Weiner (1980, and 1985); and Folks (1984) proposed the attribution theory, which stated that when
a customer purchases a product or service, if the consumption is below expectation, the customer is
convinced that the supplier causes the dissatisfaction. The complaining customer is focused on
restoring justice and the satisfaction outcome is driven by perceived fairness of the outcome of
complaining.
Westbrook and Reilly (1983) proposed the value-percept theory, which defines satisfaction as an
emotional response caused by a cognitive-evaluative process, which is the comparison of the
product or service to one's values rather than an expectation. So, satisfaction is a discrepancy
between the observed and the desired.
Fisk and Young (1985); Swan and Oliver (1985) proposed the equity theory, which stated that
individuals compare their input and output ratios with those of others and feel equitable treated.
Equity judgment is based on two steps; first, the customer compares the outcome to the input and
secondly, performs a relative comparison of the outcome to the other party.
Pizam and Ellis (1999) reported that there are two additional distinct theories of customer
satisfaction apart from the seven aforementioned ones and these include:
1. Comparison-level
2. Generalized negativity; and
The outcome approach of the customer satisfaction is defined as the end-state satisfaction resulting
from the experience of consumption. This post- consumption state can be an outcome that occurs
without comparing expectations (Oliver, 1996); or may be a cognitive state of reward, an emotional
response that may occur as the result of comparing expected and actual performance or a
comparison of rewards and costs to the anticipated consequences (Vavra, 1997, p. 4).

40

Furthermore, Parker and Mathews (2001) expressed that attention has been focused on the nature of
satisfaction of the outcome approach which include:
Emotion - Satisfaction is viewed as the surprise element of product or service purchase and or
consumption experiences (Oliver, 1981), or is an effective response to a specific consumption
experience (Westbrook and Reilly, 1983). This acknowledges the input of comparative cognitive
processes but goes further by stating that these may be just one of the determinants of the affective
state satisfaction (Park and Mathews, 2001).
Fulfillment The theories of motivation state that people are driven by the desire to satisfy their
needs (Maslow, 1943) or by their behavior aimed at achieving the relevant goals (Vroom, 1964).
However, satisfaction can be either way viewed as the end-point in the motivational process. Thus
consumer satisfaction can be seen as the consumer's fulfillment response (Rust and Oliver, 1994,
p. 4).
State Oliver (1989) expressed that there are four framework of satisfaction, which relates to
reinforcement and arousal. Satisfaction-as-pleasure results from positive reinforcement, where the
product or service is adding to an aroused resting state, and satisfaction-as-relief results from
negative reinforcement .In relation to arousal, low arousal fulfillment is defined as satisfaction-as
contentment, a result of the product or service performing adequately in an ongoing passive sense.
High arousal satisfaction is defined as satisfaction as either positive (delight) or negative surprise
which could be a shock (Rust and Oliver, 1994).
The other customer satisfaction definitions include: Satisfaction is the cognitive state of the buyer
about the appropriateness or inappropriateness of the reward received in exchange for the service
experienced (Howard and Seth, 1969, pp. 145); the evaluation of emotions (Hunt, 1977, p. 460); the
favorability of the individual's subjective evaluation (Westbrook, 1980, p. 49); a positive outcome
from the outlay of scarce resources (Bearden and Teel, 1983a, p. 21); an overall customer attitude
towards a service provider (Levesque and McDougall, 1996, pp.14); is a judgment that a product or
service feature, or the product or service itself, provided (or is providing) a pleasurable level of
consumption-related fulfillment, included levels of under- or over fulfillment(Oliver,1997, p. 13); is
an experience-based assessment made by the customer of how far his own expectations about the
individual characteristics or the overall functionality of the services obtained from the provider have
been fulfilled (Homburg and Bruhn, 1998); the fulfillment of some need, goal or desire (Oliver,
1999); an emotional reaction to the difference between what customers anticipate and what they
receive (Zineldin, 2000); is based on a customers estimated experience of the extent to which a
providers services fulfill his or her expectations (Gerpott et al. 2001).
41

For this study, customer satisfaction definition used is that of Homburg and Bruhn (1998) which is
an experience-based assessment made by the customer of how far his own expectations about the
individual characteristics or the overall functionality of the services obtained from the provider have
been fulfilled.
The relevance of this definition to this study is that it indicates that customers assess the mobile
services based on experience of use and the rating is done in accordance with the mobile services
attributes. In this study, customer satisfaction with the Nigerian mobile services will be evaluated
based on customers experience of network quality, billing, validity period and customer care
support.

According to Philip Kotler:Customer satisfaction occurs when the perception of the reward from the purchase of good or
services. By the customer meet or exceed hi of matching his/ her perceived sacrifices the perception
is a consequence of matching past purchase and consumption experience with the current
purchase.
42

Customer satisfaction is measure of how products and services supplied by company meet or
surpass customer expectation. Customer satisfaction is defined as the number of customer or
percentage of total customer, whose reported experience of firm, its product, its service (ranking)
exceeds specified satisfaction goals. In competitive market place where business competes for
customers, Customer satisfaction is seen as key differentiator and increasingly has become a key
element of business strategy. The firm generally asks Customer whether their product or service has
met exceeded expectations. Thus expectations are key factor behind satisfaction Expectations are
formed on the basis of the buyers past buying experiences, statements made by friends and
associates, and marketer and competitors information and promises. If the marketer raises
expectations too high the buyer is likely to be disappointed if the company fails to deliver. On the
other hand if the company sets expectations too low, it will not attract enough buyer although it will
satisfy those who buy.

Figure: Customer Satisfaction Process

A business ideally 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:
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
companys goods and services.
Although sales or market share can indicate how well a firm is performing currently, satisfaction is
an indicator of how likely it is that the firms 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 fivepoint scale, individuals who rate their satisfaction level as 5 are likely to become return customers
43

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
recommend is a key metric relating to customer satisfaction.

Measuring Customer Satisfaction:

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.

Customer Satisfaction can be defined in more effective way by stating:

Expectation = Performance Customer Satisfaction
Expectation Performance Customer Dissatisfaction
Expectation Performance Customer Delight
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state
of satisfaction will vary from person to person 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.

44

Work done by ParasuramanZeithaml 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 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 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 Likert scale.
Regardless of the scale used, the objective is to measure customers perceived satisfaction with their
experience of a firms 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 (e.g., 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.
A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a four-item 7point 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, favorable to unfavorable,
pleasant to unpleasant and I like it very much to I didnt like it at all.
The third best scale was single-item percentage measure, a one-item 7-point bipolar scale (e.g.,
Westbrook 1980). Again, the respondents were asked to evaluate their experience on both ATM
services and ice cream restaurants, along seven points within delighted to terrible.
45

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 across the two service contexts in their
study. These results suggest that more careful pretesting would be prudent should these measures be
used.
Consumers satisfaction is essential for creating permanent customers. It calls for production
guarantee and after sale service, along with the quality for the product supplied. These are also
covered under the wide scope of marketing. Today supplying of goods at reasonable prices to the
society and creation of high standard of living are also included in the scope of marketing. We all
know customer satisfaction is essential to the survival of our businesses. How do we find out our
customer are satisfied? The best way to find out whether your customer are satisfied is to ask them.
We can conduct a customer satisfaction survey, what you ask, the customers are important. How,
when, and how often you ask these questions are also important. However, the most important thing
about conducting a customer satisfaction survey is what you do with their answer.

46

Chapter-4
RESEARCH METHODOLOGY

47

Research Methodology

A Research is an art of scientific investigation or enquiry especially through search for new branch
of knowledge. It is a moment from known to unknown. it is a systemized effort to gain more
knowledge"
Research methodology is a way to systematically solve the research problem. It may be understood
as a science of studying how research is done scientifically. It will help in studying the various steps
that are generally adopted by a researcher in studying this research problem along with the logic
behind them.
It is necessary for the researcher to know not only the research methods or techniques but also the
methodology. Researcher always need to know the criteria by which they can decide that technique
and they needs to understand the assumptions underline various technique and they need to know
the criteria by which they can decide that techniques and procedure which will be applicable to
certain problems and other will not.
Research Design
Types of study: Descriptive
The type researches descriptive. It describes the different factors affecting the customer satisfaction.
Nature of the study: Quantitative
Quantitative analysis
Thus analysis of data requires a number of closely related operations such as establishment of
categories, the application of these categories into raw data through chart and then draw inferences.
Analysis work is generally based on the competition of various percentage, co-efficient etc. by
applying various statistical formulae.
Type of Questionnaire: Structured
The questions in the questionnaire were structured and had a sequence.
Types of Questions: Limited Probing
The question was based on limited probing without making the customer uncomfortable to answer
any question.
48

Time Dimension: Cross - Sectional

The questions were asked customer to know their current position in the market.
Type of analysis: Statistical
The data collected is analysed and plotted on graphs.
Sources of Information
Source Of Information Was Primary Source.
Data form primary sources was collected through structured questionnaire. This data has been
collected on the basis of hit and trail
Personal interview approach was adopted for the project. In this type of research, the researcher has
to contact the person directly to know the available information and analyse these to make a critical
evolution. The facts or information required to analyse the data was available in interviewer's
statements. This was one of the sources for the project.
The other approach was personal research. It is based on the personal knowledge. It is applicable to
phenomenon that can be expressed in terms of words.
Research technique: Survey Technique Was Adopted
The respondent where surveyed by questionnaire with a mix of closes ended and dichotomous
questions.
Research Instrument: Questionnaire
A structured Questionnaire was used to reach the customers and get valuable information from
them.

Sampling Plan

49

The concept of sampling can explained with an examination of the testing when a person takes a sip
of a tea. He is actually testing whole tea; by testing a part of it in sampling instead of examine all
the items, only few are examined as representation and the conclusion are drawn.
Population was all the sub dealers dealing in Mahindra Bolero and representing Mahindra Bolero
through their dealers.
Sampling Units
This combines all those segments of the market who deal in Bolero and other allied business etc.
Sample Size
The sample size of the 40 respondent was taken considering constraints of the study. The sample
size selected for this appears to be adequate.
The size was computed using mean method because variables in questionnaire were measured using
scale.
Sampling unit: consumer dealing in various brands of cars,
Extent: shop owing dealing in BOLERO and other products
Time: 2 months
Area: Area under study is restricted to Burhanpur.

Sampling Technique:
In this research, the convenience sampling is used, which is essentially a non-random
sampling. Here the researcher surveys the population in BOLERO segment from which he obtain
information through questionnaire and personal interviews.

50

Chapter -5
DATA ANALYSIS AND INTERPRETATION

51

01)

Age wise Distribution of Respondents:

Table No.1
Sr. No.

Age

No. of Respondents

Percentage

20-30

15%

30-40

12

30%

40-50

16

40%

Above 50

15%

Total

40

100%

Figure No.1

Interpretation:
The above graph shows that, 15% respondents are from 20-30, 30% are from 30-40, 340%
respondent are from 40-50,and 15% respondent are from above50 yrs. age group.

2)

Occupation wise Distribution of Respondents :

52

Table No.2
Sr. No.

Occupation

No. of Respondents

Percentage

Govt. employees

20

50%

Pvt. Company Emp.

20%

Professional / Business man

15%

Any other

15%

Total

40

100%

Figure No.2

Interpretation:
It was observed that 50 % Respondents are govt.employes,20% are pvt.company employees,
professionals & Businessman 15%,and other 15%.

3) Income wise distribution of respondents :

53

Table No.3
Sr.

Income Rs. In thousand

No. of Respondents

Percentage

No.
1

20 30

10

25%

30 40

14

35%

40 50

12

30%

Above 50

10%

Total

40

100%

FigureNo.3

Interpretation:
Above table shows that ,25 % Respondents are from 20,000 - 30,000rupees income group,35%
respondents are from 30000-4000 rupees income group,30% respondents are from 40000-50000
rupees income group,10% respondents are from above 50000 rupees income group.

54

4) Indicate your level of satisfaction with respect to interior design of Bolero:

Table No.4
Sr. No.

Opinion

1
2
3

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied
Total

No. of

Percentage

Respondents
14
12
8

35%
30%
20%

4
2
40

10%
5%
100%

Figure No.4

Interpretation:
Above table shows that 35% respondents are highly satisfied, 30% are satisfied, 20% neither
satisfied nor dissatisfied, 10% are dissatisfied, 5% highly dissatisfied with respect to interior design
of Mahindra Bolero.

5)

Indicate your level of satisfaction with respect to fuel efficiency of Bolero:

55

Table No.5
Sr. No.

Opinion

1
2
3

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied

No. of

Percentage

Respondents
12
16
6

30%
40%
15%

Total

10%
5%

40

100%

Figure No. 5

Interpretation:
100% of the respondents 40% of the respondents approached were satisfied with the fuel
consumption of the Bolero. Followed by 30% was highly satisfied, 15% are neutral and 10%
dissatisfied and 5% are highly dissatisfied with fuel consumption of Bolero.

6) How would you rate the Safety and Comfort of BOLERO?

Table No.6
56

Sr. No.

Opinion

1
2
3

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied
Total

No. of

Percentage

Respondents
14
16
4

35%
40%
10%

4
2
40

10%
5%
100%

Figure No. 6

Interpretatio
n:
Above table shows that 18% respondents are highly satisfied,12% are satisfied,28% neither satisfied
nor dissatisfied,31%are dissatisfied,11% highly dissatisfied with the Safety and Comfort of
Mahindra Bolero

7) How would you rate the Design of Bolero?

Table No. 7
Sr. No.
1
2

Opinion
Highly satisfied
Satisfied
57

No. of

Percentage

Respondents
14
16

35%
40%

Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied
Total

10%

10%
5%
100%

2
40

Figure No. 7

Interpretation:
100% of respondents 40% of the respondents approached were satisfied with the Design of the
Bolero. 35% were highly satisfied, 10% of them neutral and 10% are dissatisfied with the design of
the Bolero.

8) How would you rate the space available in BOLERO?

Table No. 8
Sr. No.

Opinion

1
2
3

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied
Total

No. of

Percentage

Respondents
10
12
6

25%
30%
15%

7
5
40
58

18%
12%
100%

Figure No.8

Interpretation:
The sample drawn on the probability basis shows that out of 100% of respondents 30% of the
respondents approached were satisfied with the space availability of the Bolero. 25% were highly
satisfied, 15% of neither satisfied nor dissatisfy and dissatisfied and 18% are dissatisfied with the
space availability of the Bolero.

9) How would you rate the Maintenance of Bolero?

Table No. 9
Sr. No.

Opinion

1
2
3

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied
Total

No. of

Percentage

Respondents
8
16
6

20%
40%
15%

6
4
40

Figure No.9
59

15%
10%
100%

Interpretation:
The sample drawn on the probability basis shows that out of 100% of respondents 40% of the
respondents approached were satisfied with the maintenance of the Bolero. 20% were highly
satisfied, 20% of neutral and 15% are dissatisfied and 10% are Highly dissatisfy with the
maintenance.

10) Indicate your level of satisfaction with respect to availability of spare part of Bolero?
Table No. 10
Sr. No.

Opinion

1
2
3

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied
Total

No. of

Percentage

Respondents
20
12
2

50%
30%
5%

4
2
40

Figure No. 10

60

10%
5%
100%

Interpretation:
Above table shows that 50% respondents are highly satisfied, 30% are satisfied, 5% are neither
satisfied nor dissatisfied,10%are dissatisfied, 5% highly dissatisfied with the availability of spare
parts of Mahindra Bolero.

11) Indicate your level of satisfaction with respect to dealers after sales services of Bolero?
Table No. 11
Sr. No.

Opinion

1
2
3

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied
Total

No. of

Percentage

Respondents
20
12
2

20%
40%
15%

4
2
40

Figure No.11

61

15%
5%
100%

Interpretation:
table shows that 21% respondents are highly satisfied,42% are satisfied,16% are neither satisfied
nor dissatisfied, 16% are dissatisfied,5% highly dissatisfied with the after sale service of Bolero
dealer

12) Indicate your level of satisfaction with respect to advance feature of Bolero?
Table No. 12
Sr. No.

Opinion

1
2
3

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied
Total

No. of

Percentage

Respondents
20
12
2

20%
45%
5%

4
2
40

Figure No. 12

62

20%
10%
100%

Interpretation:
Above table shows that 20% respondents are highly satisfied, 45% are satisfied, 5% are neither
satisfied nor dissatisfied,20% are dissatisfied, 10% highly dissatisfied with advance feature

13) Indicate your level of satisfaction with respect to power of Bolero?

Table No.13
Sr. No.

Opinion

1
2
3

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied
Total

No. of

Percentage

Respondents
14
16
4

35%
40%
10%

4
2
40

Figure No. 13

63

10%
5%
100%

Interpretation:
Above table shows that 35% respondents are highly satisfied, 40% are satisfied, 10% neither
satisfied nor dissatisfied,10%are dissatisfied,5% highly dissatisfied with power of Bolero

14) Indicate your level of overall .satisfaction respect to Bolero?

Table No.14
Sr. No.

Opinion

1
2
3

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

4
5

Dissatisfied
Highly dissatisfied
Total

No. of

Percentage

Respondents
16
8
7

40%
20%
18%

5
4
40

Figure No.14

64

12%
10%
100%

Interpretation:
Above table shows that 40% respondents are highly satisfied, 20% are satisfied, 18% are neither
satisfied nor dissatisfied, 12%are dissatisfied, 10% highly dissatisfied with the overall performance
of Mahindra Bolero.

Chapter -6

65

FINDINGS, SUGGESTIONS AND

CONCLUSION

66

FINDING

The 15% respondents are from 20-30, 30% are from 30-40, 340% respondent are from
40-50,and 15% respondent are from above50 yrs. age group.

It was observed that 50 % Respondents are govt.employes,20% are pvt.company employees,

professionals & Businessman 15%,and other 15%.

Above table shows that ,25 % Respondents are from 20,000 - 30,000rupees income
group,35% respondents are from 30000-4000 rupees income group,30% respondents are
from 40000-50000 rupees income group,10% respondents are from above 50000 rupees
income group.

Above table shows that 35% respondents are highly satisfied, 30% are satisfied, 20% neither
satisfied nor dissatisfied, 10% are dissatisfied, 5% highly dissatisfied with respect to interior
design of Mahindra Bolero.

100% of the respondents 40% of the respondents approached were satisfied with the fuel
consumption of the Bolero. Followed by 30% was highly satisfied, 15% are neutral and 10%
dissatisfied and 5% are highly dissatisfied with fuel consumption of Bolero.

Above table shows that 18% respondents are highly satisfied,12% are
satisfied,28% neither satisfied nor dissatisfied,31%are dissatisfied,11% highly dissatisfied
with the Safety and Comfort of Mahindra Bolero

100% of respondents 40% of the respondents approached were satisfied with

the Design

of the Bolero. 35% were highly satisfied, 10% of them neutral and 10% are dissatisfied with
the design of the Bolero

The sample drawn on the probability basis shows that out of 100% of respondents 30% of
the respondents approached were satisfied with the space availability of the Bolero. 25%
were highly satisfied, 15% of neither satisfied nor dissatisfy and dissatisfied and 18% are
dissatisfied with the space availability of the Bolero.

The sample drawn on the probability basis shows that out of 100% of respondents 40% of
the respondents approached were satisfied with the maintenance of the Bolero. 20% were

67

highly satisfied, 20% of neutral and 15% are dissatisfied and 10% are Highly dissatisfy with
the maintenance.

Above table shows that 50% respondents are highly satisfied, 30% are satisfied, 5% are
neither satisfied nor dissatisfied,10%are dissatisfied, 5% highly dissatisfied with the
availability of spare parts of Mahindra Bolero.

Above table shows that 21% respondents are highly satisfied,42% are satisfied,16% are
neither satisfied nor dissatisfied, 16% are dissatisfied,5% highly dissatisfied with the after
sale service of Bolero dealer

Above table shows that 20% respondents are highly satisfied, 45% are satisfied, 5% are
neither satisfied nor dissatisfied,20% are dissatisfied, 10% highly dissatisfied with advance
feature

Above table shows that 35% respondents are highly satisfied, 40% are satisfied, 10% neither
satisfied nor dissatisfied,10%are dissatisfied,5% highly dissatisfied with power of Bolero

Above table shows that 40% respondents are highly satisfied, 20% are satisfied, 18% are
neither satisfied nor dissatisfied, 12%are dissatisfied, 10% highly dissatisfied with the
overall performance of Mahindra Bolero.

CONCLUSION

Mahindra Bolero has a very good market in Burhanpur. The company is offering good services,
which is reflected on the satisfaction of the customer. Majority of the customer are satisfied with the
design of the vehicle. Company provided good facility of employees for his job.
Mahindra Limited offers an environment for professional growth for every employee. Mahindra
offer foreign tour for who employee and dealer achieved targets. Young leader can take decision and
implementation of new ideas.

68

SUGGESTIONS

Mahindra Company has to implement good customer relationship management strategy that
enhances customer satisfaction level.

The company can for the undertake R&D to improve the existing

feature which field help

increase in the customer satisfaction.

The company should promote about the entire feature offered by it.

As majority of the customer give opinion that they are satisfied is the
factor, services and design of the product of the company should taken not only maintain the
existing standard but also enhance them.

As majority of the respondents are satisfied with the safety and comfort feature of Mahindra
Bolero, the company should maintain the same standard and it is suggested to come up with
suitable measure to reduce the negative opinion among the consumer who are of the opinion
that the fuel consumption is a dissatisfying factor.

Majority of the respondents are satisfied with the safety and comfort feature of Mahindra
Bolero, the company should maintain the same standard and it is suggested to come up with
suitable measure to reduce the negative opinion among the consumer who are of the opinion
that the fuel consumption is a dissatisfying factor.

As such, Mahindra should focus on the aspects, which will enhance the customer
satisfaction and thus the market share.

69

Chapter-7
ANNEXURE

70

Customer Satisfaction Questionnaire

Dear sir/madam,
I am student of ALLANA INSTITUTE OF MANAGEMENT & SCIENCE PUNE. As part of the
curriculum of MBA degree, I am conducting a survey to prepare project report on Customer
satisfaction for Mahindra Bolero in Burhanpur Therefore I kindly request you to spare some of
the precious time to answer the following question.
Yours
Mohammed Sadique
Name: ............................................................
Address: ................................................................................
.................................................................................
Contact No..........................................................
Occupation ..
Age ..
Income .
1.

Following details that best describes you

1) Age
71

a) 20 30 yrs.
b) 30 40 yrs.
c) 40 50 yrs.
d) 50 and above.

2. Occupation
a) Govt. Employees
b) Private company
c) Professional businessman
d) Any other

3. Your monthly income

a)
b)
c)
d)

20000 - 30000
30000 -40000
40000 -50000
Above 50000

4) Indicate your level of satisfaction with respect to interior design of Bolero

a) Highly Satisfy
b) Satisfy
c) Dissatisfied
d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied
5) Indicate your level of satisfaction with respect to fuel efficiency of Bolero ?
a) Highly Satisfy
72

b) Satisfy
c ) Dissatisfied
d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied

6) How would you rate the Safety and Comfort of BOLERO?

a) Highly Satisfy
b) Satisfy

c) Dissatisfied
d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied

7) How would you rate the Design of Bolero?

a) Highly Satisfy
b) Satisfy
c ) Dissatisfied
d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied

8) How would you rate the space available in BOLERO?

a) Highly Satisfy
73

b) Satisfy
c ) Dissatisfied
d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied

9) How would you rate the Maintenance of Bolero?

a) Highly Satisfy
b) Satisfy
c ) Dissatisfied
d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied
10) Indicate your level of satisfaction with respect to availability of spare part of Bolero?
a) Highly Satisfy
b) Satisfy
c ) Dissatisfied
d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied

11) Indicate your level of satisfaction with respect to dealers after sales services of Bolero?
a) Highly Satisfy
b) Satisfy
c ) Dissatisfied
74

d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied

12) Indicate your level of satisfaction with respect to advance feature of Bolero?
a) Highly Satisfy
b) Satisfy
c ) Dissatisfied
d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied
13) Indicate your level of satisfaction with respect to power of Bolero?
a) Highly Satisfy
b) Satisfy
c ) Dissatisfied
d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied

14) Indicate your level of overall .satisfaction respect to Bolero

a) Highly Satisfy
b) Satisfy
c ) Dissatisfied
75

d) Highly Dissatisfied
e) Neither satisfied nor dissatisfied

76

BIBLIOGRAPHY

Marketing Management (Philip Kotler), Statistical Investigation

(Gupta B.N), Consumer

behavior and action-(Assel Henry), Magazines and Reports, Business World, Business India,
Advertising Marketing, www.mahindra&mahindra.com, www.indiaindustry.com

77