Page | 1 EXECUTIVE SUMMARY Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India, today announced the financial results for the quarter ended 31 st March 2009 and the audited results for the year ended 31 st March 2009. The gross revenue and other income of M&M for the quarter is Rs. 4171.6 crores as against Rs. 3666.3 crores during the corresponding period last year – a growth of 13.8%. During the quarter, the company's Profit after tax shot up 89.1% to Rs.418.1 crores, as against Rs.221.1 crores in the same period last year. The main objective of the study is to know the “Customer Buying Behaviour & Customer satisfaction towards Mahindra XYLO”, a new MPV recently launched by Mahindra. The survey involved gathering wide information about the company, its products, customer buying behaviour and impact of various competitive firms on the company. From the information collected, various aspects were identified by the company, where there is a needs to focus ICBM- SBE
Transcript
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EXECUTIVE SUMMARY
Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India, today announced the financial results for the quarter ended 31st March 2009 and the audited results for the year ended 31st March 2009.
The gross revenue and other income of M&M for the quarter is Rs. 4171.6 crores as against Rs. 3666.3 crores during the corresponding period last year – a growth of 13.8%.
During the quarter, the company's Profit after tax shot up 89.1% to Rs.418.1 crores, as
against Rs.221.1 crores in the same period last year.
The main objective of the study is to know the “Customer Buying Behaviour & Customer
satisfaction towards Mahindra XYLO”, a new MPV recently launched by Mahindra.
The survey involved gathering wide information about the company, its products, customer
buying behaviour and impact of various competitive firms on the company.
From the information collected, various aspects were identified by the company, where there
is a needs to focus more to improve the efficiency of marketing team of Mahindra
Automotives.
The research was conducted through collection of primary and secondary data. Secondary
data was collected through visiting various web sites, automobile magazines and other
reliable sources. Primary data was collected through a well framed questionnaire, from which
a detailed analysis was done using various statistical I.T. tools.
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On the basis of the secondary data analysis and the extensive analysis of the primary data,
interpretations were drawn for the questions and on the basis of those interpretations
conclusion and suggestions were drawn.
TOYOTA INNOVA could be a major threat to Mahindra “XYLO”. Because 25% to 30% customers have changed their decision from INNOVA to XYLO. 25 to 30% customers wanted to buy TOYOTA INNOVA but after launching the MAHINDRA XYLO they changed their decision.
Customers are highly dissatisfied with the XYLO E2 model. The customers are not ready to pay 6,50,000/- to buy the base model of the XYLO, but they are very much ready to pay 8,00,000/- to buy top model (E8).
Mahindra Automotives has to increase its market share in commercial passenger segment and
also in MPVs.
There is very less advertising for Mahindra XYLO. The advertising has to be done repeatedly so that the brand awareness could be maintained and new customers are attracted, which helps in improving the market share.
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INTRODUCTION
AN OVERVIEW OF CONSUMER BUYING BEHAVIOUR
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Definition:
Consumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a product or service.
Consumer behaviour involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general.
Buyer behaviour has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.
Factors Affecting Consumer Buying Behaviour:
Consumer buying behaviour is influenced by the major three factors:
1. Social Factors2. Psychological Factors3. Personal Factors.
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A. Social Factors
Social factors refer to forces that other people exert and which affect consumers’ purchase behaviour. These social factors can include culture and subculture, roles and family, social class and reference groups.
Example:
By taking into consideration Reference group, these can influence/ affect the consumer buying behaviour. Reference group refers to a group with whom an individual identifies herself/ himself and the extent to which that person assumes many values, attitudes or behaviour of group members. Reference groups can be family, school or college, work group, club membership, citizenship etc.
Reference groups serve as one of the primary agents of consumer socialization and learning and can be influential enough to induce not only socially acceptable consumer behaviour but also socially unacceptable and even personal 6 destructive behaviour.
For example, if fresher student joins a college / university, he/she will meet different people and form a group, in that group there can be behaviour patterns of values, for example style of clothing, handsets which most of group member prefer or even destructive behaviour such as excessive consumption of alcohol, use of harmful and addictive drugs etc. So, according to how an individual references him / herself to that particular reference group, this will influence and change his/her buying behaviour.
A. Psychological Factors
These are internal to an individual and generate forces within that influence her/his purchase behaviour. The major forces include motives, perception, learning, attitude and personality.
Example:
Attitude is an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment. Consumer form attitude towards a brand on the basis of their beliefs about the brand. For example, consumers of Sony products might have the belief that the products offered by Sony are durable; this will influence those customers to buy Sony products due to this attitude towards the brand.
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C. Personal Factors
These include those aspects that are unique to a person and influence purchase behaviour. These factors include demographic factors, lifestyle, and situational factors.
Example:
Lifestyle is an indicator of how people live and express themselves on the basis of their activities, interests, and opinions. Lifestyle dimension provide a broader view of people about how they spend their time the importance of things in their surroundings and their beliefs on broad issues associated with life and living and themselves. This is influenced by demographic factors and personality.
Definition:
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Consumer buying decision process is the processes undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service.
Consumer decision making process generally involves five stages:
Need Recognition
Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or problem. This is the vital stage in buying decision process, because without recognizing the need or want, an individual would not seek to buy goods or service. There are several situations that can cause problem recognition, these include:
Depletion of stock Dissatisfaction with goods in stock Environmental Changes Change in Financial Situation Marketer Initiated Activities
Example: When a person recognizes that he/she is having a difficulty that he/she is not able to travel with his/her family member. Then recognizes that his/her must have car and needs to buy a new car.
Information Search
After the consumer has recognized the need, he / she will trying to find the means to solve that need. First he will recall how he used to solve such kind of a problem in the past, this is called nominal decision making. Secondly, a consumer will try to solve the problem by
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Post Purchase
AlternativeEvaluation
SearchInformation
Purchase Action
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asking a friend or goes to the market to seek advice for which product will best serve his need, this is called limited decision making.
Sources of information include:
Personal sources Commercial Sources Public sources Personal experience
Example: (continuing from previous…)
The person after recognizing that his/her need, he/she will eventually try to find out how he/she can purchase the car. If he/she cannot make a decision his/herself then he/she will ask a friend to help out, if the friend do not have sufficient knowledge, he/she would go to automobile showroom of a different different company and try to get adequate information regarding price, feature, performance and after sale service.
Alternatives evaluation
Consumers’ evaluates criteria refer to various dimension; features, characteristics and benefits that a consumer desires to solve a certain problem. Product features and its benefit is what influence consumer to prefer that particular product. The consumer will decide which product to buy from a set of alternative products depending on each unique feature that the product offers and the benefit he / she can get out of that feature.
Example: (continuing from previous…)
When that user got enough information concerning the different brands of cars available in the market, he/she will decide which kind of car and also which company or brand he/she is going to buy depending upon his/her need.
Purchase Action
This stage involves selection of brand and the retail outlet to purchase such a product. Retail outlet image and its location are important. Consumer usually prefers a nearby
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retail outlet for minor shopping and they can willingly go to a far away store when they purchase items which are of higher values and which involve higher sensitive purchase decision. After selecting where to buy and what to buy, the consumer completes the final step of transaction by either cash or credit.
Example: (continuing from previous…)
After selecting company or brand of the car and model from different alternatives of cars, he/she will make a final decision of where to buying that car and make the final transaction procedures.
Post-purchase Actions
Consumer favourable post-purchase evaluation leads to satisfaction. Satisfaction with the purchase is basically a function of the initial performance level expectation and perceived performance relative to those expectations. Consumer tends to evaluate their wisdom on the purchase of that particular product. This can result to consumer experiencing post purchase dissatisfaction. If the consumer’s perceived performance level is below expectation and fail to meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or the outlet will not be considered by the consumer in the future purchases. This might cause the consumer to initiate complaint behaviour and spread negative word-of-mouth concerning that particular product.
Example: (continuing from previous…)
If he/she decided to buy a car he/she will try to compare the performance, speed, mileage and comfort of the particular car, whether they meet his/her expectations. If he/she would find that his/ her expectations are meet she will be satisfied, if she found that there are more additional features that he/she did not expect this car to have, she will be delighted, otherwise she will be dissatisfied.
INTRODUCTION TO AUTOMOBILE INDUSTRY
The automobile industry has changed the way people live and work. The earliest of modern
cars was manufactured in the year 1895.
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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.
The actual horseless carriage was introduced in the year 1893 by brothers Charles and Frank
Duryea. It was the first internal-combustion motor car of America, and it was followed by
Henry Ford's 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
aluminium body.
It was usually driven by chauffeurs 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 four-wheel brakes.
Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminium 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
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 kmh (144 mph).
This was the Indian automobile history, and today modern cars are generally light,
aerodynamically shaped, and compact.
Facts & Figures
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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 2010.
Over the next one year, some 20 new cars will be seen on Indian roads. Take note of this,
Maruti Udyog is coming up with new “SPLASH” during the next few months.
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 & Mahindra's joint venture with International Trucks is expected to see an infusion of at least Rs 500 crore.
The Indian automotive market managed to stand up to the vagaries of the economic meltdown to show slightly positive growth during fiscal 2008-09. Overall vehicle sales at 97.23 lakh grew 0.71 per cent from 96.54 lakh units in 2007-08.
When major automotive markets reported a 30-40 per cent decline, only a handful of countries managed to show positive growth. A few months ago, India was looking at negative growth but has turned around. It is actually better than expected.
Passenger vehicle sales at 15.51 lakh registered flat growth while commercial vehicle sales showed a 21 per cent drop.
SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per cent growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent growth for passenger vehicles. The three-wheeler segment may grow 5-8 per cent growth while two-wheelers may show 3-5 per cent growth.
The passenger vehicle market has weathered the downturn 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 2008-09. 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 Motor’s numbers fell 15 per cent to 46,892 units while Ford India’s 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.
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.
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Eicher’s 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 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 Honda clocked 36.40 lakh units, a growth of 12.5 per cent. Bajaj Auto’s 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 India’s sales surged 16 per cent to 10.15 lakh units.
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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 renamed to Mahindra & Mahindra in 1948.
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.
Soon after the considerable success of Logan, M&M started launching a wide range of LCVs and three wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero has gained immense popularity in India. It is one of the most opted vehicles in its class.
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 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.
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.
MAHINDRA INGENIO
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 in2009
MAHINDRA RENAULT LOGAN
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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
today’s 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.
Performance Of Mahindra XYLO
Under the hood of Mahindra Xylo lies a 4-cylinder turbocharged, mEagle diesel engine, which generates a power of 112bhp @ 3800 rpm and a peak torque of 24 kgm @ 1800-3000 rpm. The powerful engine is developed on the NEF CRDe platform and is mated to 5-gears manual transmission. The car accelerates from rest to 60 km/h in just 5.8 seconds.
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PRODUCTS OF MAHINDRA AUTOMOTIVE
MAHINDRA “ SCORPIO”
MAHINDRA “BOLERO”
MAHINDRA “ XYLO”
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MAHINDRA RENAULT “LOGAN”
MAHINDRA “ MARSHAL”
MAHINDRA “ MAXX”
MILESTONES, AWARDS AND ACCOLADES
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M&M’s 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 the “Business 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’.
It was presented by the Institute of Chartered Financial Analysts of India’s (ICFAI) India
Business School (IBS), 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 2006-07, 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.
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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 2007 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 Week’s edition dated August
13, 2007
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,
India’s Top 500 Companies 2006.
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MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD
Mahindra & Mahindra was honoured 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 2006-07
M&M was presented with the coveted Bombay Chamber Good Corporate Citizen Award
2006-07 at a glittering ceremony held to celebrate the Chamber’s 172nd Foundation Day on
September 21, 2007. 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.
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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 company’s ‘Best-in-Class’ corporate governance
practices and reflects its transparent and ethical dealings with stakeholders across the entire
value chain. It recognises the Management’s 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 fibre 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.
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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 communiqué.
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&M’s ‘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 India’s annual survey of the country’s top
companies - Super 100
M&M was ranked 31st in Business Today’s annual survey of India’s most valuable
companies.
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MILESTONES OF MAHINDRA&MAHINDRA
YEAR ACHIEVMENTS
1947 In October, the first batch of 75 Utility Vehicles (UVs) imported in CKD condition from Willys overland Export Corporation.
1949 Lease of 11,071 Sq. yards at Mazagaon from British India Steam navigation. The first Willys Overland Jeep built in India at the Assembly Plant , Mazagaon, Bombay (now Mumbai).
1954 Manufacture of Vehicles undertaken in collaboration with Kaiser Jeep Corporation and American Motors Corporation.
1962 Indigenous content of Jeep goes up to 70 per cent. To centralise manufacturing operations, 137 acres of land purchased at Kandivli.
1965 FC 150 Petrol Trucks introduced.
1967 Two wheelers drive Utility Vehicles introduced. The 101" wheel base and Metal Body UVs introduced. Indigenous content goes up by 97 per cent.
1969 The start of vehicles export. Export of total 1200 UVs along with spare parts to Yugoslavia. Exported also to Ceylon, Singapore, Philippines and Indonesia.
1970 The contracts to export of 3304 vehicles, mainly to Yugoslavia and Indonesia concluded.
1971 Separate R&D section set up.
1974 Maxi miller campaign launched for the conservation of fuel. CJ 4A was introduced with new transmission and axle ratio. Collaboration agreement with Jeep corporation (subsidiary of AMC, Detroit).
1975 FC 260 Diesel light truck and CJ 500 D Diesel was introduced with MD 2350 Diesel Engine.
1979 The Government of India approves in principle, technical collaboration with Peugeot (France) for the manufacture of XDP 4.90 Diesel Engine.
1981 The Nasik Trucks Assembly Plant and Peugeot Engine Assembly Plant at Ghatkopar inaugurated. NC 665 DP Mini Truck rolls out from Nasik Assembly Line.
1983 FJ 460 model was introduced with 4 speed gear box. Engine plant at Igatpuri formally inaugurated by Mr. Jean Boillot, President of Automobiles Peugeot of France for the manufacture of 25,000 Peugeot and Petrol engines.
1985 The New Mahindra Vehicle-MM 540 was launched in Bombay. NC 640 DP with 4 speed gear box and Mahindra MM 440 was introduced.
1988 M&M signed a MoU with Hyderabad Allwyn Nissan Limited to form Mahindra Nissan Allwyn Ltd., as its associate company with LCV operations in Andhra Pradesh.
1989The CJ 340 DP model was introduced. M&M and Peugeot announced their tie up for the manufacture of Peugeot 504 pickup truck, BA 10 gear boxes and latest XD 3 diesel engines. M&M acquired automotive pressing unit at Kanhe, from Guest Keen Williams Ltd.
1991 Introduced CJ 500 DI model with MDI 2500 A direct injection diesel engines. M&M bags order to export 10,000 CKD kits. Commander range of models: 650 DI, 750 DP/HT were also launched with tremendous market response.
1993 The Mahindra Armada was launched
1995Mahindra Nissan Allwyn Ltd. (MNAL) was merged with M&M and Zaheerabad LCV operations becoming part of Automotive Sector. FJ series of LCVs were shifted from Nasik to Zaheerabad. Igatpuri Engine Plant received ISO 9002 certificate.
1996 The new LCV model Cabking DI 3150 & Mahindra Classic vehicles were launched. New Commander 5 Door Hard Top introduced.
1997Commercial production of the Ford Escort commenced at Nasik Plant. License & Technical Assistance Agreement signed with Mitsubishi Motors Corporation for Manufacture of SL Body at Zaheerabad (Voyager with XD 3 and BA 10). Kandivli and Nasik plants received ISO 9002 certificate from RW-TUV.
1998 Die shop Inauguration at Nasik Plant 2-8/8/97. Voyager was launched by the Chairman at Zaheerabad Plant on 12/11/97
Mahindra & Mahindra Ltd. (M&M Ltd.), a part of the US $6.7 billion Mahindra Group, has announced its February 2009 automotive sales figures.
“Our sales figures this month have been bolstered by impressive numbers for all M&M Ltd. products, which have registered a growth of 21.6%.
The XYLO, which launched in January 2009, is doing especially well with sales of 2287 nos. in February 2009,” said Mr. Rajesh Jejurikar, Chief of Operations, Automotive Sector, Mahindra & Mahindra Ltd.
M&M automotive sector’s total volumes (including joint ventures) for the month of February 2009 stand at 19594 units, as against 18379 units in February 2008.
The company sold a total of 19894 vehicles (Domestic + Exports) in February 2009, as against 19674 vehicles (Domestic + Exports) sold in February 2008.
M&M’s YTD volumes for the month of February 2009 stand at 194467 units, as against 195849 units in the same period last year.
M&M exported 300 units in February 2009, as against 1295 units exported in February 2008.
Mahindra Group is the first Indian company to sponsor a car in the NASCAR Nationwide Series.
Incidentally, it's the group's second year as a NASCAR racing team sponsor. Last year they
sponsored the McDonald Motor sports team which runs the No. 81 car in the Nationwide Series.
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SALES PERFORMANCE
SEGMENT FEB-09 FEB-08 YTD FEB-09 YTD-FEB-08
Uvs
14720
12562 133682 133395
3-WHEELERs
3415 2347 40490 30321
UVs + 3 WHEELERs 18135 14909 174172 163716
LOGAN** 1008 2751 12461 22823
LCVs** 451 719 7834 9310
EXPORT 300 1295 8039 10805
TOTAL SALE 19894 19674 202506 206654
Mahindra Navistar Automotives Limited Exports Sales is 75 Vehicles Logan: Mahindra Renault Pvt. Ltd. Exports Sales is 100 Vehicles
Mahindra and Mahindra (M&M) has announced that its stand-alone net profit for the third-quarter in FY 2008-09 declined by over 99%, to Rs 11.96 million, from Rs 4.05 billion in Q3, FY 2007-08.
M&M’s total income for Q3 decreased to Rs 25.62 billion, from Rs 29.8 billion in the year-ago period. According to the company, the poor performance is due to exchange losses to the tune of Rs 1.82 billion, high inflation of earlier months and the ongoing economic recession.
During the nine-month period ended 31st December 2008, M&M's net profits touched Rs 5.8 billion as against Rs 6.52 billion in the year-ago period.
SPONSERSHIP OF MAHINDRA & MAHINDRA
Mahindra Group sponsors NASCAR Nationwide Series
Monday - Mar 23, 2009
Remember Bollywood actor Saif Ali Khan in Ta Ra Rum Pum? Not many remember much about the 2007 Bollywood flick, except perhaps the role Saif played of a NASCAR driver .
Circa 2009. Car number 23, a Chevrolet, finished a distant 29th out of 43 starters at the NASCAR Nationwide Series race held at the Bristol Motor Speedway in the US on Saturday. Nothing much to be elated about, right? And what has that got to do with Saif's role, you might ask? There's a connection.
For, Ta Ra Rum Pum was the first Hindi film to introduce the hugely popular motor sport of NASCAR to Indian audiences. And the No. 23 Chevrolet at Saturday's race was the only car to sport an Indian sponsor.
Mahindra Group, through its parent company Mahindra USA, recently signed a 17-race primary
and 18-race associate sponsorship of the 2009 Nationwide Series with R3 Motor sports the car, which sports the Mahindra Tractors brand on its livery, is driven by Robert RichardsonJr.
"When big sponsors, with multi-million dollar contracts, start pulling out, it creates opportunities for smaller companies, like Mahindra USA, to get involved in the sport for a fraction of what it would have cost a couple of years ago. We may never get the opportunity again to participate in such a visible and popular sport, so we are taking advantage of that. Anand Mahindra says.
NASCAR is a stock car racing series owned and operated by National Association of Stock Car Auto Racing (NASCAR). There are about 75 million NASCAR fans in the US, representing one-third of the adult population.
NASCAR is also a stepping stone to F1, or vice versa. Like 23-year-old Kyle Busch, arguably the most talented driver in NASCAR, and Danica Patrick, who are tipped to drive for the USF1 team in 2010. Likewise, former F1 champ Jacques Villeneuve chose NASCAR, following in the footsteps of Juan Pablo Montoya
Mahindra USA Tractors, maker of some of the world's most rugged and reliable compact tractors, utility tractors and full-size tractors. Since 1963, the company has been building heavy-duty farm tractors and farm equipment that outperforms the competition, combining a quality-built tractor with the biggest bang for your buck.
PRODUCT PROFILE
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MAHINDRA XYLO:
To build a car that has everything the customer wants, it is essential to understand what he wants first.
This has been the basic principle behind the Xylo. We started with the customer. To this end we spent time with car users, across the country, observing their interaction with cars. We watched how they entered vehicles, what they did inside, what they looked for. We noted down complaints and identified need gaps.
And then we started building the Xylo. From the inside out. This is the first time in India where the passenger compartment was designed well before the exteriors of the car. Every single learning was incorporated on a wooden buck (a mock car interior with instrument panel, steering wheel and seats). This was then tested with car customers for further feedback. And only after integrating every desired feature into the interior did we start with the exterior.
The result was a car that was fluent in form and function. A car that was truly world class. And a car that was in sync with your requirements.
Making the Mahindra Xylo meant challenging the limitations of every car before it. It meant determining the needs of our consumers. And pioneering technologies to meet those needs. The Mahindra Xylo was meant to be built around you, out of your needs.
And it took 160 engineers to do just that. Engineers that were handpicked from across the country. Each of them regarded as an expert in their own field of automobile development. These engineers spent time with customers across the country, observing their interaction
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with vehicles. They identified need gaps and invented solutions to fill in these gaps. And the result was India's first car to be built inside out. Every need was catered to, every requirement met. And once the interiors were done, the exteriors began.
A lot of research and development has gone into bringing the Mahindra Xylo from the drawing board to 'on road'. And every manufacturing process has been optimised to handle this special car's special requirements. Like the body assembly procedures that are fully automated to ensure incredible levels of accuracy. So you can be sure that extra thought and effort have gone into making the Mahindra Xylo perfect in every way.
A WORLD CAR:
The Mahindra Xylo is truly a world car. Every single component of this vehicle has been sourced from only the finest across the globe. And has been specially designed to meet the demands of this car. Leading manufacturers Bosch, Lear, Motherson, Nippon, Subros, JBM, Spicer, Visteon, Lumax, Alf, Asahi, Sharda and Rane are a few examples of the kind of expertise that has gone into making the Mahindra Xylo. And together, they've made this car a masterpiece of technology and design that it is.
TESTED IN HELL:
The Mahindra Xylo's been sent to the most hellish testing conditions across the globe. And it has endured what most cars would submit to.
Tested across the country
We sent the Mahindra Xylo to frost bitten parts of the country like Manali. It even braved the hottest regions, like the deserts of Rajasthan. And if that was not enough, we also sent it to the dizzy heights of Leh. But the Mahindra Xylo was unshakable. It stood firm against adverse conditions across the country, like we expected it to.
Tested across the globe
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Every inch of steel and rubber was pushed beyond limits and beyond borders too. In fact, the Mahindra Xylo has been tested in conditions that don't even exist in India yet. Like on the express ways of South Africa where it sustained high speeds of over 160 kmph for hours together. Or in the intense winters of Europe, where it went through specialised testing by experts in Germany and UK. And through all this, the Mahindra Xylo held its ground, proving its global standards.
Virtual ordeal
The most ruthless leg of testing happened in computerised virtual worlds, where the Mahindra Xylo was tested for durability, reliability, noise-vibration-harshness levels, crash worthiness, aerodynamics and more. As if the most demanding real-world simulations weren't enough, we inflicted damage beyond the wrath of nature. Thanks to advanced computer software, we were able to simulate ridiculously punishing conditions. Like testing the performance of the Mahindra Xylo overloaded with 24 adult passengers, or watching the Mahindra Xylo dealing with potholes three times the depth of regular ones. And the Mahindra Xylo did exceedingly well.
XYLO FEATURES
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STYLE:
The first thing you notice about the Mahindra Xylo is its masculinity. Its poise. And its attitude. You wonder if the aggressive front grill (with chrome slats) is responsible for this. For sure, the sleek, sloping bonnet adds to its imposing stance. And alloy wheels further enhance this car's allure. The sporty dials, the trims and the plush seating add to its style.
All in all, this car surely puts sedans out of fashion.
COMFORT:
Here is a car that is literally built around you. Everything you need is within arm's length. The insides are literally packed with space, and thoughtful conveniences that no sedan can boast of.
CONVENIENCE:
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The Mahindra Xylo is full of clever ideas. The kind of ideas that are hard to find in a sedan. Like under-seat storage compartments. Perfect for that sneaker you might want to carry along. Or even the kids' sand kit. Want to catch up on that long overdue presentation on the way to office? Plug the laptop into the charging point in the middle row (because that's where you'll be sitting).
TECHNOLOGY :
If passenger comfort is one arm of the Mahindra Xylo, technology is the other. This car is packed with technical innovations. Take for example, the mEagle engine developed on the NEF CRDe platform. Or the Engine Immobiliser that makes the car theft resistant. The ultrasonic sensors embedded in the rear of the car that assist reverse parking. And the digital drive assist system that downloads all kinds of drive related information to you on the fly. All features you wish your sedan had.
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SAFETY:
Safety doesn't take the back seat in this car. Its toughened steel body is designed to disperse crash energy across the frame and away from the interior. Special crumple zones further enhance the safety of those inside. This car is vocal about safety too. In-built electronic sensors remind you to fasten seatbelts and lock doors.
Ski rack – (N/A) Body coloured electric Outside rear view mirrors – BLACK (stalk) Fog lamps – (N/A) Rear fog lamps – (N/A) Wheel Cover – (silver painted) Side body cladding – (N/A) Coloured Bumpers – (N/A) Coloured Grill – (N/A) Coloured Handles & outside rear view mirrors & footstep end caps – (N/A) Rear wash & wipe (rear wiper) – (N/A)
INTERIOR
Digital Clock Digital Drive Assist System – (N/A) Roof console for spectacle holder – (N/A) Mobile charging points (front on IP) Courtesy lamps (1+1) Rear glass embedded antenna – (N/A)
SEAT & INTERIOR TRIMS
Theatre Style Seating (8) Flat bed front seats Armrest for driver and co-driver – (N/A) 3 position lumbar support for front & middle captain seats – (N/A) Height adjustable driver seat Foldable flight trays – (N/A) Foldable arm rest in the middle and last seat with utility space – (N/A) Seat material made of PVC 8 front facing seats
HVAC Surround cool dual AC’s – (N/A) Floor console (half) Power steering Puddle lamp on front & rear doors – (N/A) Tilt steering Keyless entry – (N/A) Central locking Illumination ring Power window Power window express up/down (driver side) with anti-pinch – (N/A) Two DIN audio system – (N/A) Rear defogger – (N/A) Electric remote fuel lid opener
XYLO “E4”
EXTERIOR
Ski rack – (N/A) Body coloured electric Outside rear view mirrors – BLACK (stalk) Fog lamps – (N/A) Rear fog lamps – (N/A) Wheel Cover - Cap Side body cladding Coloured Bumpers – (N/A) Coloured Grill – (N/A) Coloured Handles & outside rear view mirrors & footstep end caps – (N/A) Rear wash & wipe (rear wiper)
INTERIOR
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Digital Clock Digital Drive Assist System – (N/A) Roof console for spectacle holder Mobile charging points (front on IP) Courtesy lamps (1+1) Rear glass embedded antenna – (N/A)
SEAT & INTERIOR TRIMS
Theatre Style Seating (7,8) Flat bed front seats Armrest for driver and co-driver – (N/A) 3 position lumbar support for front & middle captain seats – (N/A) Height adjustable driver seat Foldable flight trays – (N/A) Foldable arm rest in the middle and last seat with utility space – (N/A) Seat material made of fabric with PVC insert 8 front facing, 7seater (captain seats)
HVAC Surround cool dual AC’s Floor console (half) Power steering Tilt steering Keyless entry Central locking Illumination ring Power window Power window express up/down (driver side) with anti-pinch – (N/A) Two DIN audio system – (N/A) Rear defogger – (N/A) Electric remote fuel lid opener
XYLO “E6”
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EXTERIOR
Ski rack Body coloured electric Outside rear view mirrors – Electric (Body Coloured) Fog lamps Rear fog lamps Wheel Cover - Cap Side body cladding – Body Coloured (Steel insert) Coloured Bumpers Coloured Grill Coloured Handles & outside rear view mirrors & footstep end caps Rear wash & wipe (rear wiper)
INTERIOR
Digital Clock – (N/A) Digital Drive Assist System (limited info) Roof console for spectacle holder Mobile charging points (front on IP and middle on centre console) Courtesy lamps (1+1+2) Rear glass embedded antenna
SEAT & INTERIOR TRIMS
Theatre Style Seating (7) Flat bed front seats Armrest for driver and co-driver 3 position lumbar support for front & middle captain seats Height adjustable driver seat Foldable flight trays – (N/A) Foldable arm rest in the middle and last seat with utility space Seat material made of fabric with PVC insert 7seater (captain seats)
HVAC Surround cool dual AC’s Floor console Power steering Puddle lamp on front & rear doors Tilt steering Keyless entry Central locking Illumination ring Power window Power window express up/down (driver side) with anti-pinch – (N/A) Two DIN audio system Rear defogger Electric remote fuel lid opener
XYLO “E8”
EXTERIOR
Ski rack – (N/A) Body coloured electric Outside rear view mirrors – Electric (Body Coloured) Fog lamps Rear fog lamps Alloy wheels Side body cladding – Body Coloured (Steel insert) Coloured Bumpers Coloured Grill Coloured Handles & outside rear view mirrors & footstep end caps Rear wash & wipe (rear wiper)
INTERIOR
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Digital Clock – (N/A) Digital Drive Assist System Roof console for spectacle holder Mobile charging points (front on IP and middle on centre console) Courtesy lamps (1+1+2) Rear glass embedded antenna
SEAT & INTERIOR TRIMS
Theatre Style Seating (7,8) Flat bed front seats Armrest for driver and co-driver 3 position lumbar support for front & middle captain seats Height adjustable driver seat Foldable flight trays Foldable arm rest in the middle and last seat with utility space Seat material made of fabric 8 front facing, 7seater (captain seats)
HVAC Surround cool dual AC’s Floor console Power steering Puddle lamp on front & rear doors Tilt steering Keyless entry Central locking Power window Power window express up/down (driver side) with anti-pinch Two DIN audio system Rear defogger Electric remote fuel lid opener
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DEALERS PROFILE
NARAYAN AUTOMOBILE (PVT) LTD.
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Narayan Automobiles was established in 1945. Narayan automobiles were the first authorised dealers of M&M.
Our Distinction:
One of the largest authorised 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 duo to our successful sales record and quality. Our facilities have remained unsurpassed, as we strive everyday to better our self.
Commanding Presence:
Narayan Automobiles as a centralized air conditioned showroom of M&M automotives its kind in Uttar Pradesh, spread gracefully and decorated elegantly over an impressive 8100 sq.ft at Lucknow, 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.
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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 centres to be equipped with a fully fledged customer waiting lounge. A part from a television and pool table, it had a wed kiosk to keep u connected all the time.
Service With Commitment:
Our dedicated team of mechanical specialities 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:
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Our sales team give 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 endeavour 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
The company has constantly exploring new opportunity to define the shape to tomorrow’s driving technology.
Promotional Activities:
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The promotional activities adopted by Narayan Automobiles are
1. Test Driving 2. Free Driving3. Hoarding4. Discounts5. Advertisement in Newspaper and magazines6. Gift Schemes7. Free Services8. Mileage Contents
Promotional expenses have been borne by both Narayan Automobiles and M&M, shares in advertisement cost.
Service Offered:
Six 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 Narayan Automobiles:
Working hours in Narayan Automobiles are 12 hours per day starting from 9:30 am to 9:30pm with one hour break for lunch and 15 minutes for evening tea and coffee.
PRODUCT AVAILABLE AT NARAYAN AUTOMOBILES:
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Narayan Automobiles has franchise of M&M Company. M&M Company manufacturer various types of MUVs and LCVs.
These are:
MAHINDRA “ XYLO”
XYLO VARIANTS EX-SHOWROOM PRICE
E2 (BASE VERSION) 6,56,824
E4 (LOWER VERSION) 7,04,283
E6 (SPORTZ VERSION) 7,74, 973
E8 ( TOP VERSION ) 8,10,312
MAHINDRA “ SCORPIO”
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SCORPIO VARIANTS EX- SHOWROOM PRICE
SCORPIO M2DI 6,92,873
SCORPIO Lx mHawk 7,37,737
SCORPIO Sle mHawk 8,37,705
SCORPIO Vlx mHawk 9,38,638
SCORPIO Vle mHawk 10,18,427
MAHINDRA “ BOLERO”
BOLERO VARIANTS EX-SHOWROOM PRICE
BOLERO DI 4,93738 (WHITE), 5,05,738 (SILVER)
BOLERO SLE 5,60,519
BOLERO SLX 6,12,820
BOLERO PICKUP 4,56,983
MAHINDRA RENAULT “LOGAN”
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LOGAN VARIANTS EX-SHOWROOM PRICE
LOGAN GLE 1.4 4,84,471
LOGAN GLX 1.4 5,09,696
LOGAN GLX 1.6 5,47,169
LOGAN GLS 1.6 5,75,727
LOGAN GLSX 1.6 5,95,292
LOGAN DLE 1.5 5,97,605
LOGAN DLX 1.5 6,40,791
LOGAN DLS 1.5 6,86,631
LOGAN DLSX 1.5 7,06,195
LOGAN GLX 1.4 EDGE 5,41,752
LOGAN GLSX 1.6 EDGE 6,27,378
LOGAN DLX 1.5 EDGE 6,72,850
LOGAN DLS 1.5 EDGE 7,20,204
LOGAN DLSX 1.5 EDGE 7,39,787
MAHINDRA “MAX MAXI TRUCK”
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MAX MAXI TRUCK VARIANT EX-SHOWROOM PRICE
MAXX MAXI TRUCK 3,19,000
MAHINDRA “MAX”
MAXX VARIANTS EX-SHOWROOM PRICE
MAXX 4,67,754
MAXX PICKUP 4,40,224
MAXX PICKUP FB 4,51,718
OBJECTIVES OF THE STUDY
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The study has been under taken to analyze the customer buying behaviour towards the Mahindra XYLO in Lucknow with a special reference to the M&M motors, the other objectives are:
To know the strength and weaknesses of the Mahindra “XYLO”.
Brand name plays a vital role for launching a new product.
To provide suggestions, in improving the customer satisfaction and the company sales and profitability and image to increase the brand level.
To know the perception towards the Brand about the sales service offers to buy M&M products.
To know the customer opinion of various cars in Lucknow and Gorakhpur city.
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DESIGN OF STUDY
RESEARCH METHODOLOGY
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RESEARCH METHOD
Two broad research methodologies can be used to answer any research question. They are – Experimental research or Non experimental research. In experimental research, there is control over the extraneous variable and manipulation of at least one variable investigator. In Non experimental research, there is no intervention beyond that needed for the purpose of measurement.
The study uses Non experimental research method.
RESEARCH DESIGN:
A research design is a statement or specification of the methods and procedures used for acquiring the information needed for the solution of some specific problems. It provides a scientific frame work for conducting a research.
Although research design may be classified by many criteria, the most useful one concerns the major purpose of the investigation. On the basis, research design can be classified into three classes – Exploratory, Descriptive and Casual. If no formal design or structural questionnaires are used, exploratory design is used. If a person is conversant with the problem environment, or is conducting the research for some specific purpose using structural questionnaire to gather information, the research design is descriptive. Casual research design is used to establish cause and effect relationship.
For descriptive studies and also casual studies, data analysis and project output are critical aspects of research planning. This study uses descriptive design.
DATA COLLECTION METHOD
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The following steps are involved in the data collection process:
9. Finding out the type of information required in the investigation process.10. Establishing the facts that are available at present and the additional facts
required.11. Identification of the source from where they can be available.12. Selection of appropriate information collection method.
The data required from this study is collected from primary and secondary sources;
The data collected are both Quantitative and Qualitative.
PRIMARY SOURCES:
The primary source used for gathering data required for this survey is – Survey method.
In the survey method a Survey of the consumer’s behaviour towards Four-wheeler is done. A planned effort is made using structured questionnaire to interview the respondents. The respondents are the owner of the four-wheeler, who are interviewed, are chosen using non probability sampling method. The survey can be done through personal interviews. In this study respondents are interviewed personally so that the errors involved in gathering primary data are minimized.
SECONDARY SOURCES:
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The secondary sources used for collecting data are :
Information was gathered from Magazines like – Auto Expo, Car Bazaar, and Business World & Business Today.
Business dailies like – The Economic Times, The Business Line etc.
News Paper like – The Hindustan Times, Business Standard & The Corporate Times.
Apart from this some information was also taken from internet.
SAMPLING PROCESS:
Taking into account the practical considerations (such as time limit, cost, etc) the study a sample survey as the means of gathering primary information. A sample survey allows a reason to concentrate his attention upon a relatively small number of people and hence, to devote more time and energy to ensure that the information collected from them is more accurate.
DEFINING THE POPULATION:
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The first thing that a sample plan must include is the definition of the population to be investigated. The population should be defined as clearly as possible. The population chosen for the study, taking into consideration the objective of the study is defined as, all the customer of four-wheeler.
SAMPLE DESIGN:
Sample design is the heart of the sample planning process. A sample design involves specifications of the type of sample used, the appropriate sampling unit, and the sample size.
TYPE OF SAMPLE:
The study use non-probability sampling. Most of the sampling in marketing research is non-probability in nature. Of the various non probability methods, convenience sampling method is used in this study rather than using a table of random number as in probability sampling. Convenience sampling means that the sampling units are accessible, convenient and easy to measure.
The advantage of choosing a non-probability sampling methods is that the sampling error will be lesser when compared to probability sampling.
SAMPLING UNIT:
The sampling unit forms the basis of the entire sampling procedure. It is that which is actually chosen by the sampling process. The sampling unit may contain one or more population elements. The sampling units in the study consist of the private employees, government employees, business people and others.
SAMPLE SIZE:
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The sample consist of 100 customer selected from the Lucknow and Gorakhpur using convenience sampling method. Out of the customers selected for the study, some did not own four-wheeler and some had not responded well. Hence they had to be replaced by other customers.
LIMITATIONS:
Taking the market conditions into consideration the survey, which includes a sample of 100, was a respective one.
Due to the limitation of span of time and limited resources survey was conducted for a period of 4 weeks.
The geographic region covered for the survey was limited to the boundaries of the Lucknow city.
Since the survey was conducted at the residential localities and the person who owns a Mahindra Vehicle.
Improper response from customers and buyers, but it was minimal.
Scientific methods of post testing could not be conducted.
Minimal possible bias in administrating the questions at the survey conducted areas.
The reaction and attitudes are subjected to changes according to needs and time.
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PROJECT ANALYSIS
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INTERPRETATION -1
1. Customer’s needs towards Mahindra XYLO .
PARTICULAR NO. OF RESPONDENT PERCENTAGE (%)
BIG/FAMILY CAR 40 40%
LOOKS 21 21%
ECONOMICAL 24 24%
LUXARY/ COMFORT 15 15%
TOTAL 100 100%
FROM THE INTERPRETATION IT IS CONCLUDED THAT THE MAJOR NEEDS OF THE CUSTOMER TOWARDS MAHINDRA “XYLO”
40% CUSTOMERS HAD TO BUY A BIG OR FAMILY CAR.
21% CUSTOMERS HAD TO BUY A NEW LOOK OR NEW MODEL OF THE CAR.
24% CUSTOMERS HAD TO BUY AN ECONOMICAL/REASONABLE CAR.
15% CUSTOMERS HAD TO BUY LUXARY AND COMFORATBLE CAR.
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PIE CHART OF INTERPRETATION - 1:
40%
21%
24%
15%
NEED TOWARD "XYLO"
BIG/FAMILY CARLOOKSECONOMICALLUXARY/COMFORTABLE
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INTERPRETATION -2
2. Value Perception of the Customers towards “XYLO”
PARTICULAR NO. OF RESPONDENT
PERCENTAGE
HIGH VALUE 36 36%
TOTAL VALUE 43 43%
SOMEWHAT VALUE 18 18%
NO VALUE 03 3%
TOTAL 100 100%
FROM THE INTERPRETATION 2 IT IS CONCLUDED THAT.....
36% CUSTOMERS ARE GETTING HIGH VALUE FROM THE “XYLO”.
43% CUSTOMERS ARE GETTING TOTAL VALUE FROM THE “XYLO”
18% CUSTOMERS ARE GETTING LITTLE VALUE FROM THE “XYLO”
ONLY 3% CUSTOMERS ARE NOT GETTING VALUE FROM THE “XYLO”
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PIE CHART OF INTERPRETATION - 2:
36%
43%
18%
3%
VALUE PERCEPTION OF THE CUSTOMERS
HIGH VALUETOTAL VALUESOMEWHAT VALUENO VALUE
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INTERPRETATION -3
3. PRICE OF THE XYLO
PARTICULAR NO. OF RESPONDENT PERCENTAGE
VERY COSTLY 0 0%
COSTLY 25 25%
REASONABLE 75 75%
TOTAL 100 100%
FROM THE INTERPRETATION 3 IT IS CONCLUDED THAT...
0% CUSTOMERS ARE NOT RECOGNIZED “XYLO” AS A VERY COSTLY CAR.
25% CUSTOMERS ARE RECOCOGNIZED IT AS A ONLY COSTLY CAR.
75% CUSTOMERS ARE VERY COMFORTABLE WITH THE PRICE OF THE XYLO, AND RECOGNIZED IT AS A REASONABLE CAR.
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PIE CHART OF INTERPRETATION - 3
25%
75%
PRICE OF THE XYLO
VERY COSTLYCOSTLYRESONABLE
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INTERPRETATION -4
4. CUSTOMERS WANTS EXTRA FACILITIES IN “ XYLO”
PARTICULER NO. OF RESPONDENT PERCENTAGE
MUSIC SYSTEM 21 21%
LUGGAGE SPACE 29 29%
SMALL REFRIGRETOR 18 18%
ULTRA POWER STEERING
14 14%
ABS 18 18%
TOTAL NO. OF RESPONDENT
100 100%
FROM THE INTERPRETATION 4, IT IS CONCLUDED THAT...
21% CUSTOMERS WANT MUSIC SYSTEM IN MAHINDRA “XYLO”
29% CUSTOMERS WANT LUGGAGE SPACE IN “XYLO”
18% CUSTOMERS HAVING A UNIQUE DEMAND. THEY WANT A SMALL FRIZ IN THE “XYLO”
14% CUSTOMERS BELIEVE IN COMFORTABLE DRIVING AND THEY WANT ULTRA POWER STEERING IN “XYLO”
18% CUSTOMERS REALLY BELIEVE IN TECHNOLOGY. THEY WANT ABS IN THEIR “XYLO”
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PIE CHART OF INTERPRETATION - 4
21%
29%
18%
14%
18%
EXTRA IN XYLO
MUSIC SYSTEMLUGGAGE SPACEREFRIGRETORULTRA POWER STEERINGABS
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INTERPRETATION -5
5. HOW CUSTOMER GOT TO KNOW ABOUT XYLO
PARTICULAR NO. OF RESPONDENT
PERCENTAGE
T.V ADVERTIESMENT 36 36%
FRIENDS 10 10%
NEWS PAPER 16 16%
MAGAZINES 16 16%
OTHERS 22 22%
TOTAL 100 100%
FROM THE INTERPRETATION 5, IT IS CONCLUDED THAT...
36% CUSTOMERS GOT TO KNOW ABOUT XYLO THROUGH ADVERTIEZMENT.
10% CUSTOMERS BOUGHT THE XYLO THROUGH FRIENDS.
16% CUSTOMERS GOT TO KNOW ABOUT XYLO THROUGH NEWSPAPER.
16% CUSTOMERS GO THROUGH THE MAGAZINES.
22% CUSTOMERS GOT TO KNOW ABOUT THE XYLO THROUGH OTHER SOURCES.
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PIE CHART OF INTERPRETATION - 5
36%
10%
16%
16%
22%
GOT TO KNOW ABOUT XYLO
T.V ADVERTIESMENTFRIENDSNEWSPAPERMAGAZINESOTHER
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INTERPRETATION - 6
6. MODE OF PURCHASE...
PARTICULAR NO. OF RESPONDENT
PERCENTAGE
FINANCE 71 71%
CASH 29 29%
TOTAL 100 100%
FROM THE INTERPRETATION 6, IT IS CONCLUDED THAT...
71% OF THE XYLO CUSTOMERS HAVE GONE THROUGH THE FINANCE.
21% OF THE XYLO CUSTOMERS HAVE GONE THROUGH THE CASH.
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PIE CHART OF INTERPRETATION - 6
71%
29%
MODE OF PURCHASE
FINANCECASH
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INTERPRETATION - 7
7. CUSTOMER SATISFACTION TOWARDS “XYLO”
PARTICULAR NO. OF RESPONDENT
PERCENTAGE
HIGHLY SATISFIED 54 54%
SATISFIED 32 32%
DISSATISFIED 07 7%
HIGHLY DISSATISFIED 07 7%
TOTAL 100 100%
FROM THE INTERPRETATION 7, IT IS CONCLUDED THAT...
54% CUSTOMERS ARE HIGHLY SATISFIED WITH THE XYLO’S
PERFORMANCE.
32% CUSTOMERS ARE ONLY SATISFIED WITH THE “XYLO”.
7% CUSTOMERS ARE DISSATISFIED WITH THE “XYLO”
7% CUSTOMER ARE REALLY NOT HAPPY WITH THE XYLO
PRODUCT AND THEY ARE HIGHLY DISSATISFIED WITH THE “XYLO”.
FROM THE INTERPRETATION 13, IT IS CONCLUDED THAT...
ACCORDING TO 25% CUSTOMERS, COMPANY CONTACTS THE CUSTOMER ONCE IN A MONTH.
ACCORDING TO 14% CUSTOMERS, COMPANY CONTACTS THE CUSTOMER ONLY ONCE IN A QUATER.
ACCORDING TO 14% CUSTOMERS, COMPANY CONTACTED THE CUSTOMER ON EVERY OCCASSION.
ACCORDING TO 46% CUSROMERS, COMPANY DID NOT CONTACTED THE CUSTOMER TILL NOW.
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PIE CHART OF INTERPRETATION - 13
25%
14%
15%
46%
COMPANY CONTACT WITH THE CUSTOMERS
ONCE IN A MONTHONCE IN A QUARTERON EVERY OCCASION NEVER
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FINDINGS
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FINDINGS
Basing on the data gathered from the customers, which was analyzed, the following observations are made.
M&M is providing quality products to the customers.
By finding Mahindra XYLO as a family car, majority of the customers preferred it.
Mahindra XYLO has an ability to give total value to the customers.
Majority of the customers are really satisfied with the XYLO’s price. The XYLO’s price is very reasonable when compared to the TATA SAFARI and TOYOTA INNOVA.
Most of the customers are really satisfied with “XYLO”
Now a day’s family members are playing a major role in buying pattern and specially kids are playing a vital role in deciding the colour of the car. Apart from that, majority of the customers are taking their own decision in buying “XYLO”
Most of the customers are attracted to purchase XYLO through the TV advertisements. Also print media like magazines and newspapers Played a major role in the sale of “XYLO”
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79% customers have gone through the finance. Now it could be a great opportunity for those banks, which are providing auto finance to the customers.
Large amount of customers believe that TV advertisements are really helpful in decision making. But some customers thought that, TV advertisement is not so much helpful in decision making.
Almost 78% customers are satisfied with the after sale services.
The spare parts of the XYLO are easily available in the market,
Customers are really satisfied with XYLO and the majority of the customers would suggest to their friends or family members to buy XYLO in future.
46% customers said that, Company did not contacted them even a single time after they bought the “XYLO”.
Most of the customers wants music system and luggage space in the “XYLO”
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SOME MAJOR FACTS AND INFORMATION
Customers are highly dissatisfied with the XYLO E2 model. The customers are not ready to pay 6,50,000/- to buy the base model of the XYLO, but they are very much ready to pay 8,00,000/- to buy top model (E8).
A.C is the major problem, which customers are facing in the E2 model.
TOYOTA INNOVA could be a major threat to Mahindra “XYLO”.
Customers are also facing problem at the time of servicing.
Some customers are demanding a unique feature in XYLO. They want a small refrigerator in the “XYLO”.
25% to 30% customers have changed their decision from INNOVA to XYLO. 25 to 30% customers wanted to buy TOYOTA INNOVA but after launching the MAHINDRA XYLO they changed their decision.
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I did some extra activity during the survey. I chose 4 main markets of Lucknow city and find out 100 MPVs which were running in the city. This activity took four day.
After the completion of this activity I found that.
Out of 100 MUVs
TOYOTA INNOVA 25
MAHINDRA SCORPIO 20
TATA SAFARI 18
TOYOTA QUALIS 14
CHEVROLET TAVERA 11
MAHINDRA XYLO 07
MISTUBISHI PAJERO 05
TOTAL 100
As we know that, Mahindra XYLO was launched recently in the Indian market. In its initial stage Mahindra XYLO have got 30,000 bookings within the three months span.
Mahindra XYLO is going to give a tough competition to its competitors.
We are expecting that Mahindra XYLO would be a successful car in the future and also Mahindra XYLO has an ability to be a market leader.
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LIMITATIONS
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LIMITATIONS
Taking the market conditions into consideration the survey, which includes a sample of 100, was a respective one.
Due to the limitation of span of time and limited resources survey was conducted for a period of 4 weeks.
The geographic region covered for the survey was limited to the boundaries of Lucknow and Gorakhpur city.
Improper response from customers and buyers, but it was minimal.
The survey was conducted at the residential localities and the person who owns the Mahindra XYLO.
Minimal possible bias in administrating the questions at the survey conducted areas.
The reaction and attitude are subjected to changes according to the needs and time.
Some locations in the Lucknow city were very difficult to find out, so to cover tehose areas I took telephonic interview.
Especially in telephone, customers were not responding properly. But it was minimal.
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SUGGESTION
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SUGGESTIONS
After analyzing the findings, the following suggestions have been prepared. Great care has been taken in making these suggestions for improvement of customer satisfaction:
A constant urge to upgrade and keep pace with the changing times gives organization the competitive advantages or cutting edge over the competition.
The service centre must be ready with all type of spare parts all over the time.
Improve the cooling system in XYLO base model.
The after sale service has to be improved and make availability at service centres even in rural areas so as to face the competition existing in the MPV segments.
Introduce new multicolour graphics, which would be attracting more people, especially kids.
There is very less advertising for Mahindra XYLO. The advertising has to be done repeatedly so that the brand awareness could be maintained and new customers are attracted, which helps in improving the market share.
Introduce low instalments and low down payment schemes to attract more people.
Satisfy existing customers by giving more values and offers.
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Company has to contact the customers more and more frequently.
There is a heavy demand for Mahindra XYLO in the market, so the supply has to be improved to meet the demand of the customers.
Inspect the servicing centres continuously so that they try to follow rules and regulations strictly, and will serve the car on time.
Try to maintain reasonable price of the XYLO, as this is the key factor in customer buying decision.
All the cars of Mahindra must be available at the each and every showroom.
Company must try to tap the rural areas with the help of print media and hoardings.
