A PROJECT REPORT ON

PERCEPTION MAPPING OF COMPETITORS PRODUCT IN THE MIND OF CUSTOMERS AND CONVERTING CUSTOMERS TO OUR PRODUCT
AT

Mahindra & Mahindra Automobiles . UNDER GUIDANCE OF Mrs. C.R. PATIL SUBMITTED TO UNIVERSITY OF PUNE.
IN THE PARTIAL FULFILLMENT OF TWO YEARS FULL TIME

MASTER OF BUSINESS ADMINISTRATION. BY SURYAKANT PAWAR MBA (MARKETING) (2010-2012)

To whomsoever it may concern.

This is to certify that Mr. SURYAKANT PAWAR MBA Student of JSPM`s IMPERIAL COLLEGE OF ENGINEERING AND RESERCH WAGHOLI He has successfully carried out summer project PERCEPTION MAPPING OF COMPETITORS PRODUCT IN THE MIND OF CUSTOMERS AND CONVERTING CUSTOMERS TO OUR PRODUCT. at Mahindra and Mahindra automobile sector. . This is the original study of MR. SURYAKANT PAWAR and important sources of data used by him have been acknowledged in his project. The report is submitted in partial fulfillment of two years full time course of Master in business administration (2010-2012) as per the rules.

Mr. C.R. PATIL. Project Guide

ACKNOWLEDGEMENT
I am overwhelmed while expressing my sense of gratitude towards all those who helped and guided me during the course of this project. I feel immense pleasure in expressing my sincere and profound sense of gratitude to Mr. BHOSALE SIR, of MAHINDRA AND MAHINDRA Automobiles, for their inspiring guidance and constructive criticism during the course of summer project. I also wish to thank my guide in the Institute Prof. C.R.PATIL for his valuable guidance during preparation of the project. I am thankful to Principal S.R.MALI (IMPERIAL COLLEGE OF ENGG. & RESEARCH WAGHOLI PUNE) for permitting me to do this program and explore my talents.

Place:

INDEX

Sr.No
1

Topic
EXECUTIVE SUMMARY

Page no.

2 OBJECTIVE & SCOPE OF THE PROJECT 3 COMPANY PROFILE 4 PRODUCT PROFILE 5 THEORETICAL BACKGROUND 6 RESEARCH AND METHODOLOGY 7 DATA ANALYSIS AND INTERPRETATION 8 LIMITATION OF THE PROJECT 9 RECOMMENDATIONS 10 ANNEXURE 11 BIBLIOGRAPHY

Chapter 1

Executive Summary.

1. EXECUTIVE SUMMARY
With the growing competition in the market and globalization coming into role it has become essential for any Automobile company to keep in touch with the recent technology. My subject of project mainly targets the perception mapping of customers with reference to buying process of four wheelers. Thus, for a automobile company to survive in a market it is very essential to stick to new technology, price before and after sales service In the present market scenario, many automobile companies are launching their new product. In order to achieve our target market share there is necessity to implement new programmes and marketing strategies. So the question comes in mind, that, what is the behavior of customers while buying a four wheeler vehicle? What are the factors which influence the buying behavior of customers? What are the competitors strategies to increase their market share? In any automobile sector, finance plays important role in the sales process. A customer should get more option regarding to finance as per their need. In todays competitive world each and every customer expects a best of before and after sales service which plays an important role in increasing sales. There should be proper training programme for sales person at the dealers outlet in order to achieve proper communication between company and the dealer, this will help the company to know the customers expectations and their feedback about the product. In todays competitive and globalization era it is very important to launch a new product having some additional features than before competitors product.

Chapter 2

Objective and scope of the project

OBJECTIVE OF STUDY
PRIMARY OBJECTIVE:
To analyze the market scenario of the MaXX MAXI TRUCK and

Competitors product.
To find the reasons for low sales.

SECONDARY OBJECTIVE:

To study the perception of the customers about the product.

To study the use of the vehicles purchased. To study the effect of various opinion makers on buying behavior. To suggest the means to increase the sales.

Scope
Market researchers use perceptual mapping to compare products (and potential products) based on the perceptions of customers. The purpose of a perceptual map is to identify the images that consumers have of and the reactions they have to brands, products, services and other market offerings. This information can help a business identify potential new products during the product development process. Use Businesses use perceptual maps to help them understand what consumers think about their brands and their competitors' brands, showing a business its position relative to the competition. In addition to identifying potential new products, this information can help a business build an effective competitive strategy, communication strategy and brand strategy, according to Housman Marketing Perceptual mapping is a graphics technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.

Chapter 3

Company Overview.

GROUP OVERVIEW:This subsection contains fast facts about the Group; its promoter companies; management structure, Group financial results. The birth of Mahindra & Mahindra began when K.C. Mahindra visited the United States of America as Chairman of the India Supply Mission. He met Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads? Swift action followed thought. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammad. And, on October 2nd, 1945, Mahindra & Mohammad was set up as a franchise for assembling jeeps from Willys, USA Two years later, India became an independent nation and Mahindra & Mohammad changed its name to Mahindra & Mahindra. Ghulam Mohammad migrated to Pakistan post-partition and became the first Finance Minister of Pakistan Since then, Mahindra & Mahindra has grown steadily in size and stature and evolved into a Group that occupies a premier position in almost all key sectors of the economy. The Group's history is studded with milestones. Each one taking the Group forward. In fact, today, its total turnover is about 4.5 billion dollars. The Mahindra Group, a US $4.5 billion conglomerate, has a significant presence in the key sectors of the Indian economy. A consistently high performer, the Mahindra Group is one of the most respected in the country. Set up in 1945 to make general-purpose utility vehicles for the Indian market, the flagship company Mahindra & Mahindra Limited has expanded its operations beyond automobiles and tractors and has made spirited thrusts into new areas of business. The Company has, over the years, transformed itself into a Group that caters to the Indian and overseas markets with a presence in six business sectors: Automotive Sector, Farm Equipment Sector, Information Technology Sector, Trade

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& Financial Services Sector, Infrastructure Development Sector and the Systech Sector. The Systech Sector was recently started in order to focus on developing components as well as offering engineering services. With the launch of new generation vehicles like the Mahindra Bolero and Mahindra Scorpio, the Group has created brands that for the global stage. The Group's global strategy today focuses on a mix of mergers & acquisitions and joint ventures to strengthen its core product areas and enter new niche markets, both domestic and international. These include a joint venture with French auto major, Renault, to manufacture and market Logan, the world's most affordable C-segment car, in India, and a joint venture with International Truck, USA. The Mahindra Group has always been committed to Corporate Social Responsibility. On the occasion of its 60th anniversary, the Group announced a range of Corporate Social Responsibility activities supported by a commitment of 1% of Profit after Tax for its Corporate Social Responsibility initiatives. The five core values that form the bedrock on which the Mahindra Group has been built are: good corporate citizenship, professionalism, customer first, quality focus and dignity of the individual. These values have been a part of the Group's ethos since the very beginning and continue to guide the business decisions of the Group even today. The Group's philosophy of growth is centered on its belief in people and all efforts are made to reward and retain the best talent in the industry. In 2002, the Group embarked on a transformation process, which was christened the 'Blue Chip' initiative. The essence of the Blue Chip is captured in the five business mantras that it propagates, namely: leadership, innovation, globalization, a sharp focus on financial returns and, most importantly, customer centricity. Leadership for the Group is the aim to be number one or number two in all their businesses. Globalization is not just about selling products around the globe; it is about setting global standards of excellence in whatever the Group does. Above all, the Group is committed towards creating a genuinely customer centric organization, with the aim of not just satisfying customers but delighting them

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MAHINDRA AND MAHINDRA GROUP

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Chapter 4

Company Automobile Sector Overview.

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COMPANY AUTOMOBILE SECTOR OVERVIEW

The Automotive Sector is the market leader in utility vehicles in India since inception and currently accounts for about half of Indias market for utility vehicles with a product portfolio that ranges from rugged, mass-transport utility vehicles to personal segment sports utility vehicles like the Scorpio

While the world-class Scorpio (declared to be the Car of the Year by CNBC Autocar, BBC Wheels and Business Standard Motoring) is the Automotive Sectors current flagship, it has many more products that have made it popular with individuals and institutions in India and the world. The Automotive Sector of the Mahindra Group is currently present in the multi-utility vehicle, light commercial vehicle and three-wheeler segments. Now, with its joint ventures, it will have a presence in the passenger car and the medium and heavy commercial vehicle segments too Mahindra Automobiles have a strong and growing presence in international markets. From humble beginnings in 1968, when 1,200 vehicles were shipped to the former Yugoslavia, Mahindra exports have grown by leaps and bounds and today reach customers across five continents. From neighbouring Bangladesh and Sri Lanka to such far-flung places as Australia and Uruguay, vehicles sporting the Mahindra logo can now be found in almost every corner of the world. Such is Mahindras commitment to global markets that it launched subsidiaries in South Africa in 2004 (Mahindra South Africa) and in Europe in 2005 (Mahindra Europe) to handle its sales and growth in those important markets. The Company is also currently establishing local assembly set-ups in strategic markets in order to better serve its customers in those respective regions.

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Mahindra vehicles have gone on display to auto enthusiasts around the world, participating in prestigious automobile shows in Paris, Rome, Bologna, Johannesburg and So Paulo. And this is just the beginning of the Companys global adventure. In 2006 Mahindra announced that it would be the first Indian automobile manufacturer to enter the worlds most demanding and critical market USA

In February 2005 Mahindra & Mahindra and Renault decided to join forces to produce and commercialize Logan in India. The joint venture is a 51:49 partnership between M&M and Renault. An investment of 125 million euros (Rs. 700 crore) was announced to set up a production capacity of 50,000 cars per year. The Logan would be produced at M&Ms state-of-the-art factory located in Nashik, which offers a stamping shop, a paint shop with a top quality pre-treatment and an assembly line specific for the Logan The JV went on stream on September 1, 2006 with the trial production of Logan. The assessment of all suppliers has been done by Renaults quality team. Up gradations at the level of suppliers for the new product are being implemented by the Mahindra Renault team. All specific equipment required for production has been installed in the body shop, the paint shop and the TCF line. The trial vehicles have been put through thorough durability testing on Indian roads, besides accelerated tests on the Renault test tracks. The first phase of road trials was done in May- August 2005. Some vehicles completed more than 50,000 km on Indian roads and passed the rigors of Indias climactic changes. The second phase of validations was completed at Renault test tracks. In November 2006, Mahindra & Mahindra and Renault decided to extend their strategic alliance and signed another memorandum of understanding to set up a greenfield facility with a capacity of 500,000 units per year within 5 years. In this alliance, M&M and the Renault-Nissan alliance would each hold 50 percent stake. The driving force behind this announcement was to consolidate the Mahindra Renault joint venture formed exclusively for the Logan. A range of Mahindra as well as

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Mahindra-Renault products suited to the requirements of Indian customers will be manufactured at the new Greenfield production site under the direction of Renault and Mahindra. The production site will include a vehicle assembly plant, shared between the two partners. Renault also has plans to set up a power train factory. Production is expected to begin mid-2009, with an initial installed production capacity of 300,000 vehicles per year. The manufacturing site is yet to be finalised. The product range will be marketed by Mahindra-Renault and sold through the extensive and well-established Mahindra channel network throughout India.. PRODUCT DEVELOPMENT M&M has a strong Product Development set-up with world class facilities. The Company's product development prowess was acknowledged internationally with the design and development of Scorpio becoming a Harvard Business School case study. Keeping in tune with the needs of the society, the company has also focused its energies on development of alternate propulsion technologies. It has the distinction of designing the worlds first Hydrogen 3 wheeler and Indias first Hybrid vehicle MANUFACTURING UNITS KANDIVLI NASIK ZAHEERABAD IGATPURI HARIDWAR

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Chapter No.4

Product profile

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Mahindra & Mahindras MaXX MAXI TRUCK-

Features: Displacement Power GVW Curb weight Passing Fuel Tank Capacity Max speed Colors - 2523cc -46.3kW@3200rpm - 2300 KG. - 1400 KG. - 900 KG. -40 L -100kmph. - White.

180mm ground clearance. Radial tyres. Low maintenance. High fuel economy. More stability. More safety. Big on speed.

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 Big on loading capacity.

Promotional activities at Mahindra & Mahindra:

1) LOAN EXCHANGE MELA 2) CUSTOMER SERVICE. 3) DEMO SHOW 1) LOAN EXCHANGE MELA:

In loan exchange mela sales person of dealer is accompanied by representative of a particular finance company. Here customer along with vehicle comes to know about various finance facilities available to him.

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2) CUSTOMER SERVICE

TELL US is initiated by Mahindra & Mahindra for customer service. Here customer can send his feedback about M & M directly to the company 24*7.

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The ad campaign shows Dr. Pawan Goenka (Vice President of M & M) asking people to share their experience good or not so good with the company. TELL US forms are available at dealers outlet. Because of this ad campaign the customers of M & M started to get better service. 3) DEMO SHOWIn demo show the vehicle is to be demonstrated to the various people at various places by giving them test drive. Because of this people come to know about the newly launched vehicle, its features. In demo show peoples are given test drive of the vehicle and the sales person giving test drive points out the strong points of the vehicle as compared to that of competitors product. In addition to demo show road shows are also performed. Generally the road shows are performed by an external agency. The road show is generally conducted at places such as markets, near bus stand and places where there is more crowd. In road show people are attracted by music systems, various games, and by distributing various gifts such as kitchens, t-shirts, caps and pens. During road show and demo shows leaflets are distributed along with various finance facilities.

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Chapter No.6

Research Methodology.

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RESEARCH DESIGN
2.1 STATEMENT OF THE PROBLEM
In September 2006, Mahindra & Mahindra Limited (M & M) started commercial production of Maxx Maxi Truck in four wheeler segment. Since its launch it received stiff competition from Tata Ace. The sales figure of Maxx Maxi Truck was very less as compared to that of Tata Ace. Company adopted various promotional policies to increase the sales figure but, it didnt helped a lot.

Title of the project:

PERCEPTION MAPPING OF COMPETITORS PRODUCT IN THE MIND OF CUSTOMERS AND CONVERTING CUSTOMERS TO OUR PRODUCT

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2.3 RESEARCH METHODOLOGY The detail steps are as shown below: Introduction and briefing Problem identification and planning of the study

Research objectives Research objectives was laid down.

Primary and Secondary data collection Check internal and external sources of data, to help in the preparation of questionnaire

Survey and data collection Data collection from target customers.

Data analysis and interpretation Suggestion and conclusion

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2.4 RESEARCH APPROACH

In this research, primary and secondary data is collected as,

Primary Data:

The primary data was collected by conducting interviews and having discussion with people. The telephonic medium is also used. The people interviewed were from different areas such industrial areas, market yard etc. It took some time to collect this data but in order to get more accurate data it was necessary to visit various person using different vehicles and the project is exploratory research.

Secondary Data:

The secondary data has been collected from literature reviews, including trade journals, seminar proceedings, patent literature, company literature, published reports and government publications. It is the data collected by someone else.

Research instrument:
The research instrument used in this project was structured questionnaire. The intention of survey was to explore the market scenario of four wheeler.

Method of sampling:
The sampling method used for project was convenience sampling.

Geographical coverage:
Nanded district.

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Time period:
60 days (4th June-4th August).

Analysis of data:
The collected data is categorized in a systematic way according to need of objective and then simple statistical technique like pie chart, graphs are used to analyze the data. .

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Chapter 5 Theoretical background.

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Comparison of M & Ms and Competitors Product

Mahindra & Mahindras MaXX MAXI TRUCK-

Features: Displacement Power GVW Curb weight Passing Fuel Tank Capacity Max speed Colors - 2523cc -46.3kW@3200rpm - 2300 KG. - 1400 KG. - 900 KG. -40 L -100kmph. - White.

180mm ground clearance. Radial tyres. Low maintenance. High fuel economy. More stability. More safety. Big on speed. Big on loading capacity.

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Tatas ACE-

Features Displacement Power GVW CVW Passing Fuel Tank Capacity Max speed More savings. Less price. Good aesthetics. Greater fuel efficiency. -700cc -16 hp @3200rpm -1550 KG -805KG -745KG -30 L - 64 kmph

Price Comparison: Factors Showroom cost(Rs) R.T.O. MaXX MAXI TRUCK 344915 15500 Tata ACE 259994 21000

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Insurance Octroi Total Price

7684 10350 378449

18230 5200 304424

Counter Sales Process:

This is a introductory phase of a customer directly, when customer arrives at showroom for enquiry about vehicle, the sales person fills CDIF(Customer Data Enquiry Form) which contains Name of the customer. Address of the customer. Contact number of customer. Vehicle which he is going to buy. Possible date of buying. Whether he is hot/ warm /Cold Customer. (Hot- Is the customer who wishes to buy vehicle in 15 days. Warm- Is the customer who wish to buy vehicle within a month. Cold- Is the customer who intends to buy vehicle after a month.) Test drive for the customer as per his wish. Test drive feedback by the customer. Follow up schedule of customers by the sales person. After filling the CDIF form, each and every customer is given quotation price of vehicle which he is going to buy. The quotation is used for the purpose of financing activity of the customer. Each customer is given leaflet of the vehicle and contact number of the sales person. If customer demands for the financing of vehicle then sales person is responsible for giving him guidance regarding various finance available.

Role of counter sales person at the time of delivery of vehicle :

At the time of delivery of vehicle the counter sales person has to fill the PDIF (Pre Delivery Inquiry Form) form, PDIF form contains Name of the customer.

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 Warranty policy guidelines explained. Servicing and conditions. Switches and controls explained. Fuse box location shown. Spare wheel and jack location shown. Vehicle received with standard tools and kits. 24 hour help line informed. Introduction to service and service locations. Vehicle documents explained. Reasonable quantity of fuel in fuel tank. Vehicle delivered in clean and good order. Passing of the vehicle is responsibility of a dealer. Warranty and service booklet for the customer.

Field sales process:

Field sales process starts after giving quotation to the customers and filling CDIF forms. Sales person has to follow the customer and pursue him to buy vehicle. Separate sales person are appointed for different areas of district. Initially the sales person used the techniques of hot, warm and cold customers in order to achieve the target. But there was not a precise idea about the number of follow ups in a month to achieve the given target. To eliminate this drawback a new field sales planning is introduced. This method helps to monitor the sales person, his follow up and helps him to achieve his target.

SALES REPORT FOR MaXX MAXI TRUCK FROM NOVEMBER 2010 TO APRIL 2011 IN NUMBER OF VEHICLES SOLD AT DEALER OUTLET November December January February March : 36 : 12 : 15 : 11 : 18

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 April

: 19

Chapter 7

Data Analysis & Interpretation

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FACTORS OF MAXX MAXI TRUCK AS COMPARED TO TATA ACE1) SPEEDEXCELLENT 28 VERY GOOD 56 GOOD 16 AVERAGE 0 POOR 0

SPEED

16% 28% 56%

EXCELLENT VERY GOOD GOOD AVERAGE POOR

INTERPRETATION: Since power of MaXX MAXI TRUCK is four times than that of Tata Ace its speed is more . Its maximum speed is 100 kmph while Tata Aces maximum speed is 64 kmph.

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2)INTERIOREXCELLENT 15 VERY GOOD 48 GOOD 35 AVERAGE 2 POOR 0

INTERIOR

2% 35% 48%

EXCELLENT

15%

VERY GOOD GOOD AVERAGE POOR

INTERPRETATION The interior of MMT is better than that of Tata Ace. The cabin is more comfortable than that of Ace.

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3) PRICE-

EXCELLENT 0

VERY GOOD 16

GOOD 41

AVERAGE 35

POOR 8

PRICE

8% 35% 41%

EXCELLENT

16%

VERY GOOD GOOD AVERAGE POOR

INTERPRETATION: The price of MMT is comparatively more than Ace. 41% Peoples are saying the current price is good.

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3)AESTHETICS-

EXCELLENT 4

VERY GOOD 25

GOOD 63

AVERAGE 8

POOR 0

AESTHETICS

EXCELLENT

8% 63%

4% 25%

VERY GOOD GOOD AVERAGE POOR

INTERPRETATION: The aesthetic appearance of MMT is good than Ace. 63% Respondents said that aesthetic appearance of MMT is good.

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5) PICK UP-

EXCELLENT 38

VERY GOOD 42

GOOD 20

AVERAGE 0

POOR 0

PICK UP

EXCELLENT

20% 42%

38%

VERY GOOD GOOD AVERAGE POOR

INTERPRETATION: The pick up of MMT is more because of its power. 42% Respondents said that pick up of MMT is very good. 38% Respondent said that pick up of MMT is Excellent.

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6) DRIVING COMFORT-

EXCELLENT 12

VERY GOOD 42

GOOD 46

AVERAGE 0

POOR 0

DRIVING COMFORT

12% 46% 42%

EXCELLENT VERY GOOD GOOD AVERAGE POOR

INTERPRETATION: Because of more cabin size, better driving comfort than Ace. 46% Respondents said that Driving of MMT is good. 42% Respondents said that Driving of MMT is very good.

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7) SEATING ARRANGEMENT-

EXCELLENT 8

VERY GOOD 39

GOOD 45

AVERAGE 8

POOR 0

SEATING ARRANGEMENT

EXCELLENT

8% 45%

8% 39%

VERY GOOD GOOD AVERAGE POOR

INTERPRETATION: Good seating arrangement than Ace because of cabin size. 45% Respondents said that seating arrangement is good.

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39% Respondents said that seating arrangement is very good.

8) GEAR SHIFTINGEXCELLENT 8 VERY GOOD 39 GOOD 50 AVERAGE 3 POOR 0

GEAR SHIFTING

EXCELLENT

3% 50%

8% 39%

VERY GOOD GOOD AVERAGE POOR

INTERPRETATION: Very comfortable gear shifting. 50% Respondents said that gear shifting good. 39% Respondents said that gear shifting very good.

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9) GROUND CLEARANCEEXCELLENT 10 VERY GOOD 40 GOOD 50 AVERAGE 0 POOR 0

GROUND CLEARANCE

10% 50% 40%

EXCELLENT VERY GOOD GOOD AVERAGE POOR

INTERPRETATION: Ground clearance is 180 mm. More than Tata ace. 50% Respondents said that ground clearance is good. 40% Respondents said that ground clearance is very good.

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10) TYRE SIZEEXCELLENT 12 VERY GOOD 48 GOOD 40 AVERAGE 0 POOR 0

TYRE SIZE

12% 40% 48%

EXCELLENT VERY GOOD GOOD AVERAGE POOR

INTERPRETATION: Bigger tyre size as compared to Ace. 48% Respondents said that tyre size is very good. 40% Respondents said that tyre size is good.

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11) SUGGESTION TO FRIEND-

YES 83

NO 17

SUGGESTION TO FRIEND

17%
YES

83%

NO

INTERPRETATION: 83% customers will suggest MMT to their friends.

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Chapter No.8

Limitation of the project

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LIMITATIONS OF THE PROJECT

No project is ideal. In reality the researcher always come across different problems which act as limitations of the project such as.

1) Biased reply of the respondents: I think and I found that there are many customers who give response biasely considering something in the mind like. there answers will make affect on their relations. 2) Non availability of data or other relevant information: I didnt get the relevant information about some factors like discount strategy, pricing strategy etc. 3) Time constraints: I get only 2 months time for this survey in this small span of time I cant gather some useful information & also I had to cover both Talukas in that time & this was very hard to cover. 4) Budget constraints: They didnt give me any remmunaration in terms of money or any allowances thats why I couldnt done my work more efficiently. 5) Companys policy is that not to disclose confidential data etc: Companys policy is that not to disclose any confidential data to trainees and because of this reason it affects on my project.

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Chapter No. 9

Suggestion and Conclusion.

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SUGGESTION AND CONCLUSIONS.

SuggestionReduce the price of the MaXX MAXI TRUCK. ConclusionBy giving discount of RTO and Insurance without decreasing price of the vehicle. SuggestionTo remove the turning radius problem. ConclusionTo inform the problem of turning to the production department. SuggestionAverage of the vehicle should be more. ConclusionTo inform the production manager about the vehicle. SuggestionMore incentive for sales person. ConclusionSalesperson will try to maximize sales in order to get more Incentive provided it will not affect the sale of other Pik-Up Group. SuggestionAdvertisement at local level such as radio, local NEWS paper, Hoardings or by distributing leaflets. (Indoor as well as out door advertising.) Conclusion-

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Many four wheeler owners dont get time to watch T.V. due to their hectic schedule so such customer should be targeted.

SuggestionMechanic training and making them aware of companys product. ConclusionMechanic will help to increase sell of companys product as he play s the role of opinion maker. . SuggestionTo increase mouth publicity from the customer.. ConclusionBy distributing some coupons to the existing customer so that he will get 1000-5000 rupees if his friend will come and buy vehicle..

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Chapter 10

Bibliography

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Marketing Management Marketing Management Research Methodology Autocar. Autoindia. www.mahindra.com www.tatamotors.com http://auto.indiamart.com

-Philip Kotler. - Dr. Rajan Saxena. - C R Kothari.

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Chapter 11

Annexure.

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QUESTIONNAIRE Customer Satisfaction Survey Four Wheeler Segment:1. Name 2. Address ::-

3. Contact No.:4. Which Four Wheeler do you own? a) Tata Ace b)Tata 207 DI c) Maxx Maxi Truck.

5. Which kind of ownership do you have? a) First Hand b) Second Hand

6. For how many years you are using the vehicle? a) 0 to 1 year b) 1to 2 year c) 2to 3 year d) 3 and above

7. Mileage given by the vehicle8. From where did you get information about this vehicle a) Advertisement b) Friend c) Mechanic d) Any other9. How will you rate following factors concerned with vehicle You own-

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a) Average1) Excellent 2)Very good 3) Good 4) Average 5) Poor

b) Consistency1) Excellent 2)Very good 3) Good 4) Average 5) Poor

c) Pick up1) Excellent 2)Very good 3) Good 4) Average 5) Poor

d) Load bearing capacity1) Excellent 2)Very good 3) Good 4) Average 5) Poor e) Maintenance1)Excellent 2)Very good 3) Good 4) Average 5) Poor

f) Price1)Excellent 2)Very good 3) Good 4) Average 5) Poor

g) Availability of spare parts1)Excellent 2)Very good 3) Good 4) Average 5) Poor

h) Cost of Spare parts1)Excellent 2)Very good 3) Good 4) Average 5) Poor

i) Service by dealers1)Excellent 2)Very good 3) Good 4) Average 5) Poor

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j) Behavior of dealers1)Excellent 2)Very good 3) Good 4) Average 5) Poor

k) Aesthetics1)Excellent 2)Very good 3) Good 4) Average 5) Poor 10. Are you thinking of selling the vehicle ? If Yes, Expected Price11. Will you suggest the same vehicle to your Friend? Yes / No If Yes, Name of your FriendContact number Yes / No

12. Any Suggestion (Modification) regarding the vehicle ? 13. Make of Vehicle14. Whether vehicle is loan freeYes/No

Name of Field Officer

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TEST DRIVE QUESTIONNAIRE 1) Speed 2) Interior 3) Price 4) Aesthetics 5) Pick Up 6) Driving Comfort 7) Seating Arrangement 8) Gear Shifting 9) Braking 10) Ground Clearance 11) Tyre Size 1) Excellent 2)Very good 3)Good 4)Average 5)Poor 1) Excellent 2)Very good 3)Good 4)Average 5)Poor Yes/No Yes/ No 1) Excellent 2)Very good 3)Good 4)Average 5)Poor 1) Excellent 2)Very good 3)Good 4)Average 5)Poor 1) Excellent 2)Very good 3)Good 4)Average 5)Poor 1) Excellent 2)Very good 3)Good 4)Average 5)Poor 1) Excellent 2)Very good 3)Good 4)Average 5) poor 1) Excellent 2)Very good 3)Good 4)Average 5) Poor 1) Excellent 2)Very good 3)Good 4)Average 5)Poor 1) Excellent 2)Very good 3)Good 4)Average 5)Poor 1) Excellent 2)Very good 3)Good 4)Average 5)Poor

12) Will you prefer to buy this vehicle in future? 13) Will you suggest this vehicle to your friend? 14) Suggestion/ Improvements-

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