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P.O- waknaghat, tehsil- kandaghat, Distt.

Solan, (H.P)-173234

A TRANINING PROJECT REPORT


ON
STUDY OF CUSTOMER SATISFACTION & PERCEPTION ABOUT MAHINDRA
SUVS CARS IN SNOWVIEW AUTOMOBILE PVT. LTD. SHIMLA,
HIMACHALPRADESH

Submitted in partial fulfillment of the requirements for qualifying


Master of Business Administration
in
Marketing
SUBMITTED BY:
AJAY SINGH
Roll No. BU2015PGMB055

UNDER THE GUIDENCE OF:MR. CHAMAN JOSHI

UNDER SUPERVISION OF:


TEJAS SUBRAMANIYA
(1JULY-31AUGUST 2016)

OBJECTION CERTIFICATE
This is to certify that the project titled STUDY OF CUSTOMER SATISFACTION &
PERCEPTION ABOUT MAHINDRA SUVS CARS IN SHIMLAHIMACHAL
PRADESH is the bonofide work of Mr. AJAY SINGH with roll no.
BU2015PGMB055carried out for/in MAHINDRA (SNOW VIEW AUTOMOBILE,
SHIMLA)
We have no objection with him/her selecting STUDY OF CUSTOMER
SATISFACTION & PERCEPTION ABOUT MAHINDRA SUVS CARS IN SHIMLA,
HIMACHAL PRADESH as his Project for the requirements of his MBA degree. He will
be allowed to present the necessary technical details to the panel of examiners for the
purpose of evaluation.

ACKNOWLEDGEMENT
With Candor and Pleasure I take opportunity to express my sincere thanks and obligation
to my esteemed guide . It is because of his able and mature guidance
and co-operation without which it would not have been possible for me to complete my
project.
It is my pleasant duty to thank all the staff member of the computer center who never
hesitated me from time during the project.
Finally, I gratefully acknowledge the support, encouragement & patience of my family,
and as always, nothing in my life would be possible without God, Thank You!

DECLARATION
I hereby declare that this project work titled STUDY OF CUSTOMER SATISFACTION
& PERCEPTION ABOUT MAHINDRA SUVS CARS IN SHIMLAHIMACHAL
PRADESH is my original work and no part of it has been submitted for any other degree
purpose or published in any other from till date.
The empirical findings in this project are based on the data collected by myself while
preparing this report.
This project is completed as a part of curriculum & all that information collected is
correct to the best of my knowledge.

DATE: / 17/07/2016
PLACE: SHIMLA

TABLE OF CONTENT

CHAPTER NO.

CONTENTS

Certificate
Acknowledgement
Declaration
Chapter 1:

Introduction
1.1: Introduction to Industry
1.2: Introduction to Company
1.3: Introduction to topic

Chapter 2:

Need and Objectives


2.1: Need of Study
2.2: Objective of Study

Chapter 3:

Research Methodology
3.1: Sampling
3.2: Data Collection
3.3: Limitation of study

Chapter 4:
Chapter 5:

Data Analysis and Interpretation


Finding, Conclusion & Suggestions
References
Annexure

Chapter 1:
Introduction

1: Introduction to Industry:Automotive industry


The automotive industry is a wide range of companies and organizations involved in
the design, development, manufacturing, marketing, and selling of vehicles. It is one of
the world's most important economic sectors by revenue. The automotive industry does
not include industries dedicated to the maintenance of automobiles following delivery to
the end-user, such as automobile repair shops and motor fuel filling stations.
The term automotive was created from Greek autos (self), and Latin motives (of motion)
to represent any form of self-powered vehicle. This term was proposed
by SAE member Elmer Sperry.

History
Main article: History of the automobile

Thomas B. Jeffery automobile factory in Kenosha, Wisconsin, c.1916

Citron assembly line in 1918

The automotive industry began in the 1890s with hundreds of manufacturers that
pioneered the horseless carriage. For many decades, the United States led the world in
total automobile production. In 1929 before the Great Depression, the world had
32,028,500 automobiles in use, and the U.S. automobile industry produced over 90% of
them. At that time the U.S. had one car per 4.87 persons.After World War II, the U.S.
produced about 75 percent of world's auto production. In 1980, the U.S. was overtaken
by Japan and became world's leader again in 1994. In 2006, Japan narrowly passed the
U.S. in production and held this rank until 2009, when China took the top spot with 13.8
million units. With 19.3 million units manufactured in 2012, China almost doubled the
U.S. production, with 10.3 million units, while Japan was in third place with 9.9 million
units. From 1970 (140 models) over 1998 (260 models) to 2012 (684 models), the
number of automobile models in the U.S. has grown exponentially.

Safety
Main article: Automobile safety
Safety is a state that implies to be protected from any risk, danger, damage or cause of
injury. In the automotive industry, safety means that users, operators or manufacturers do

not face any risk or danger coming from the motor vehicle or its spare parts. Safety for
the automobiles themselves implies that there is no risk of damage.
Safety in the automotive industry is particularly important and therefore highly
regulated. Automobiles and other motor vehicles have to comply with a certain number
of norms and regulations, whether local or international, in order to be accepted on the
market. The standard ISO 26262, is considered as one of the best practice framework for
achieving automotive functional safety.
In case of safety issues, danger, product defect or faulty procedure during the
manufacturing of the motor vehicle, the maker can request to return either a batch or the
entire production run. This procedure is called product recall. Product recalls happen in
every industry and can be production-related or stem from the raw material.

Product and operation tests and inspections at different stages of the value chain are made
to avoid these product recalls by ensuring end-user security and safety and compliance
with the automotive industry requirements. However, the automotive industry is still
particularly concerned about product recalls, which cause considerable financial
consequences.

Economy
Around the world, there were about 806 million cars and light trucks on the road in 2007,
consuming over 980 billion liters (980,000,000 m3) of gasoline and diesel fuel yearly.The
automobile is a primary mode of transportation for many developed economies. The
Detroit branch of Boston Consulting Group predicts that, by 2014, one-third of world
demand will be in the four BRIC markets (Brazil, Russia, India and China). Meanwhile,
in the developed countries, the automotive industry has slowed down.It is also expected
that this trend will continue, especially as the younger generations of people (in highly
urbanized countries) no longer want to own a car anymore, and prefer other modes of

transport.[9] Other

potentially

powerful

automotive

markets

are Iran and Indonesia.Emerging auto markets already buy more cars than established
markets. According to a J.D. Power study, emerging markets accounted for 51 percent of
the global light-vehicle sales in 2010. The study, performed in 2010 expected this trend to
accelerate.However, more recent reports (2012) confirmed the opposite; namely that the
automotive industry was slowing down even in BRIC countries. In the United States,
vehicle sales peaked in 2000, at 17.8 million units.

Rank of manufacturers by production in 2013


Ran
k

Group

Countr
y

Toyota

Japan

General

Unite

Motors

d States

Volkswage
n

Hyundai

Germ
any

Total

Cars

LCV

HC

Heav

y Bus

10,324,99 8,565,17 1,481,72 272,41


5

9,628,912

9,379,229

6,733,19 2,890,95
2

9,259,50
6

5,686

4,762

119,723

South 7,233,080 6,909,19 242,021

67,290

14,575

Ran
k

Group

Countr
y

Total

Korea

Ford

Nissan

Unite
d States

Automobil
es

6,077,126

Italy /

Chrysler

Unite

4,681,704

d States

Honda

Japan 4,298,390

Suzuki

Japan 2,842,133

PSA
10

Peugeot
Citron

11

Renault

Franc
e

Franc
e

LCV

HC

Heav

y Bus

Japan 4,950,924

Fiat

Cars

2,833,781

2,704,675

3,317,04 2,667,22
8

4,090,67
7

837,331

92,858

22,916

2,163,04 2,350,69 124,13


0

4,263,23
9

2,452,57
3

2,445,88
9

2,347,91
3

35,151

389,560

387,892

356,762

43,836

Ran
k

Group

Countr
y

Germ

Total

BMW

13

SAIC

14

Daimler

15

Mazda

Japan 1,264,173

16

Dongfeng

China 1,238,948 642,092

17

Mitsubishi

Japan 1,229,441

18

Changan

19

Tata

India

20

Greely

China 969,896

969,896

21

BAIC

China 918,879

243,437

China 1,992,250

Germ
any

1,781,507

LCV

HC

Heav

y Bus

2,006,36

12

any

2,006,366

Cars

1,685,39
2

1,631,50
2

1,175,44
3

1,090,57

231,374

74,431

150,005

88,730

226,319

357,41
4

135,306

3,564

China 1,109,889 873,794

166,056

70,039

1,062,654 650,708

279,511

1,053

285,947

117,42
5

384,42

13,123

15,010

5,070

Ran
k

Group

Countr
y

Total

Cars

LCV

HC

Heav

y Bus

22

Fuji

Japan 808,919

808,919

23

Brilliance

China 782,904

479,335

264,210

24

FAW

China 717,883

448,290

61,822

584,534

407,563

173,398

430,423

127,141

39,359

203,89
5

3,876

Mahindra
25

&

India

2,2337

1,236

Mahindra

26

Great Wall

China 557,564

27

Isuzu

Japan 532,966

28

JAC

China 517,577

206,132

29

BYD

China 510,950

510,950

30

AvtoVAZ

Russi
a

507,242

36,094

495,013

120,588

12,229

494,90
7

174,57
1

1,965

16,286

OICA defines these entries as follows:

Passenger cars are motor vehicles with at least four wheels, used for the transport
of passengers, and comprising no more than eight seats in addition to the driver's seat.

Light commercial vehicles (LCV) are motor vehicles with at least four wheels,
used for the carriage of goods. Mass given in tons (metric tons) is used as a limit
between light commercial vehicles and heavy trucks. This limit depends on national
and professional definitions and varies between 3.5 and 7 tons. Minibuses, derived
from light commercial vehicles, are used for the transport of passengers, comprising
more than eight seats in addition to the driver's seat and having a maximum mass
between 3.5 and 7 tons.

Heavy trucks (HCV) are vehicles intended for the carriage of goods. Maximum
authorized mass is over the limit (ranging from 3.5 to 7 tons) of light commercial
vehicles. They include tractor vehicles designed for towing semi-trailers.

Buses and coaches are used for the transport of passengers, comprising more
than eight seats in addition to the driver's seat, and having a maximum mass over the
limit (ranging from 3.5 to 7 tones) of light commercial vehicles.

2: INTRODUCTION TO COMPANY:COMPANYOVERVIEW:
1

Mahindra & Mahindra Limited is an India-based company. The Company operates in


nine segments: automotive segment comprises of sales of automobiles, spare parts
and related services; farm equipment segment comprises of sales of tractors, spare
parts and related services; information technology (IT) services comprises of services
rendered for IT and telecom; financial services comprise of services relating to
financing, leasing and hire purchase of automobiles and tractors; steel trading and
processing comprises of trading and processing of steel; infrastructure comprise of
operating of commercial complexes, project management and development;
hospitality segment comprises of sale of timeshare; Systech segment comprises of
automotive components and other related products and services, and its others
segment comprise of logistics, after-market, two wheelers and investment. During
the fiscal year ended March 31, 2011, the Company acquired a 70% stake in
Ssangyong Motor Company Limited. Today, our operations span 18 key industries
that form the foundation of every modern economy: aerospace, aftermarket,
agribusiness, automotive, components, construction equipment, consulting services,
defense, energy, farm equipment, finance and insurance, industrial equipment,
information technology, leisure and hospitality, logistics, real estate, retail, and two
wheelers.

Founded in 1945 as a steel trading company, we entered automotive manufacturing


in 1947 to bring the iconic Willies Jeep onto Indian roads. Over the years, weve
diversified into many new businesses in order to better meet the needs of our
customers. We follow a unique business model of creating empowered companies
that enjoy the best of entrepreneurial independence and Group-wide synergies. This
principle has led our growth into a US $14.4 billion multinational group with more
than 144,000 employees in over 100 countries across the globe.

Today, our operations span 18 key industries that form the foundation of every
modern economy: aerospace, aftermarket, agribusiness, automotive, components,
construction equipment, consulting services, defense, energy, farm equipment,
finance and insurance, industrial equipment, information technology, leisure and
hospitality, logistics, real estate, retail, and two wheelers.

Our federated structure enables each business to chart its own future and
simultaneously leverage synergies across the entire Groups competencies. In this
way, the diversity of our expertise allows us to bring our customers the best in many
fields.

Our motivation to give our best every day comes from our core purpose: we will
challenge conventional thinking and innovatively use all our resources to drive
positive change in the lives of our stakeholders and communities across the world, to
enable them to Rise.

Our products and services support our customers ambitions to improve their living
standards; our responsible business practices positively engage the communities we
join through employment, education, and outreach; and our commitment to
sustainable business is bringing green technology and awareness into the mainstream
through our products, services, and light-footprint manufacturing processes.
This commitment to sustainabilitysocial, economic, and environmentalrests
upon a set of core values. They are an amalgamation of what we have been, what we

are, and what we want to be. These values are the compass that guides our actions,
both personal and corporate. They are:

Good corporate citizenship


We will continue to seek long term success in alignment with the needs of the
communities we serve. We will do this without compromising on ethical business
standards.

Professionalism
We have always sought the best people for the job and given them the freedom and
the opportunity to grow. We will continue to do so. We will support innovation and
well-reasoned

risk

taking,

but

will

demand

performance.

Customer first
We exist and prosper only because of the customer. We will respond to the changing
needs and expectations of our customers speedily, courteously and effectively.

Quality focus
Quality is the key to delivering value for money to our customers. We will make
quality a driving value in our work, in our products and in our interactions with
others. We will do it First Time Right.

Dignity of the individual

We will value individual dignity, uphold the right to express disagreement and
respect the time and efforts of others. Through our actions, we will nurture fairness,
trust, and transparency
.

INTRODUCTION TO SNOW VIEW


Founded in: 5 Dec., 2003
Branches:
Shimla (Head Office) : Sales and Services
Baddi
: Sales and Services
Solan
: Sales and Services
Rampur
: Sales
Poanta Sahib
: Sales and Services
Kamarhati: Sales and Services
Key people:
Managing Director (MD)
: Mr. Pawan Mittal
Executive Director (ED)
: Mr. Janish Mittal
Chief Executive Officer (CEO): Mr. Chander Khosla
Human Resource Manager
: Mr Chaman Joshi
Asst. HR
: Miss Shreya Sood
General Manager
: Mr. Jaghmohan Singh
Sales Manager(SUV)
: Mr. Rishant Verma

Sales Promotion, Advertisement strategy, & Selling Process carried out by


Mahindra SUVs:Before going to promotion strategy the company must take decisions on the total
promotion budget and choice of the promotional tools to be used one of the most
difficult marketing decisions facing companies is to work out on how much to spend
on promotion.
ADVERTISEMENT TOOLS:Banners and Posters, Road Shows
printing and calendars
Catalogue advertising

Window display, Pamphlets advertising.


Construction of circles.
Gift bags/ carry bags.
Anniversary functions.

News Papers.
Wall Paintings.
9

SALES PROMOTION:Good communication system and customer relations service.


Gifts to loyal customers.
Offering gift with the product (LIVE).
Participation in marketing fair.
Free service coupon warranty.
Fuel checkup camp.

10 SELLING PROCESS:The selling process is an important aspect of ever organization. Sales operations
carried by Mahindra SUVs.
Telephonic Enquiry.
Walk in customer.
Sales experience.
Showroom demonstration.
Test drive.
Vehicle deliver
11 MAHINDRA & MAHINDRA CARS:
MODEL TYPE
Mahindra XUV500 New
SUV

Mahindra Bolero
Bolero SLX
Bolero SLE
Bolero DIZ
Bolero DI
Bolero PLUS
SUV
Mahindra Scorpio
Scorpio Petrol
o Turbo 2.6
o Turbo 2.6 DX
o Turbo 2.6 GLX
o Turbo 2.6 SLX
Scorpio Diesel
o Turbo 2.6
o Turbo 2.6 DX
o Turbo 2.6 GLX
o Turbo 2.6 SLX
Scorpio Turbo Diesel CRDe
o Turbo 2.6
o Turbo 2.6 DX
o Turbo 2.6 GLX
o Turbo 2.6 SLX
SUV
Mahindra CL-Range
SUV
Mahindra MM Range
Mahindra MM 500/550 DP

Mahindra MM 500/550 XDB


Mahindra MM 540 DP
Mahindra MM ISZ- Petrol Soft top

SUV
Mahindra Hard Top Range
Mahindra Economy
Mahindra Marshal DI
Mahindra 775 XDB
Mahindra 3 Door Hard Top
Mahindra 5 Door Hard Top
Marshal 2000 Deluxe
Marshal Deluxe Royale
SUV
Mahindra CNG-3 Door
SUV
Mahindra Voyager
SUV
Mahindra Renault Logan
Mid-size car

12 SWOT ANALYSIS:
Strength
1. Mahindra has been one of the strongest brands in the Indian automobile market.
2. Mahindra group give employment to over 110,000 employees.
3. Excellent branding and advertising, and low after sales service cost.
4. Sturdy SUVs good for Indian roads and off-road terrain
Weakness
1. Mahindras partnership with Renault did not live up to international quality
standards through their brand Logan.
Opportunity
1. Developing hybrid cars and fuel efficient cars for the future.
2. Tapping emerging markets across the world and building a global brand.
3. Fast growing automobile market.
4. Growing in the market through electric car Reva (controlling stake) and entry into
two-wheeler segments

Threats
1. Government policies for the automobile sector across the world.
2. Ever increasing fuel prices.
3. Intense competition from global automobile brands.
4. Substitute modes of public transport like buses, metro trains etc.
13 COMPETITION:
Competitors
1. Honda

2. Toyota

3. Nissan

4. Hyundai

5. Fiat

6. Mitsubishi

7. Maruti Udyog

8. Tata

Motors

9. Skoda

10. Toyota

11. Volkswagen

12. Ford

3 INTRODUCTIONS TO TOPIC OF STUDY:The main research that followed is to know Customer satisfaction towards Mahindra
BOLARO SLX, a new SUV launched by Mahindra. Mahindra & Mahindra (M&M),
the market leader in multi-utility vehicles in India. The company started manufacturing
commercial vehicles in 1945. M&M is the leader by far in commercial vehicle and the
second largest in the passenger vehicle market. The company is the worlds sixth largest
medium and heavy commercial vehicle manufacturing.
The survey involved gathering wide information about the company, its products,
customer satisfaction and impact of various competitive firms on the company. From the
information collected, various aspects were identified where the company needs to focus
more to improve the efficiency of marketing team of Mahindra Automotive.
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, of

which later a detailed analysis was done using various statistical I.T. tools like MS Word
and MS Excel. On the basis, the secondary data analysis and the extensive analysis of the
primary data, interpretations were drawn for the questions and conclusion is drawn.
Certain suggestions are also drawn from the analysis to help. Mahindra Automotive to
increase its market share in commercial passenger segment and MPVs. Due to the limited
resources and time constraints, the study was conducted within the area Surat, Gujarat
city.
The Mahindra SUVSis a sport utility vehicle (SUV) produced by the Indian automobile
company Mahindra and was launched in September 2011 and by June 2012 the SUV
Swas available in 19 cities in India. Before it was launched, it was code named W201.
The SUVs was designed and developed at Mahindras design and vehicle build center in
Nasik and Chennai, and is manufactured in Mahindras Chakan &Nasik plant, India. It is
the first monocoquechassis based vehicle from the company. To meet the growing
demand of its hot selling model XUV 500, M & M plans to increase the monthly
production to 5000 units by Sept-Oct 2012. Despite being highly popular in India, it is
less known in other countries as much as the Mahindra Scorpio is. But the SUVS
witnessed a steep rise in the South African market with sales crossing 1200 units.
Mahindras SUVS secured first place in the 2012 Desert Storm Rally one of Indias
toughest tests for both man and machine. Apart from that, the SUVS also set three
special stages ablaze by clocking the fastest time in each.
Eighteen months later, the SUVs was born amidst carefully calibrated hype. That buildup and consequent anticipation has translated into 35,000 SUVs being sold in the first
year and another 14,000 buyers on a waiting list.
Customer satisfaction is a term frequently used in marketing. It is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals. In a survey of nearly 200 senior marketing

managers, 71 percent responded that they found a customer satisfaction metric very
useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.
Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers expectations. Furthermore,
when these ratings dip, they warn of problems that can affect sales and profitability.
These metrics quantify an important dynamic. When a brand has loyal customers, it gains
positive word-of-mouth marketing, which is both free and highly effective. Therefore, it
is essential for businesses to effectively manage customer satisfaction. To be able do this,
firms need reliable and representative measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they will
be disappointed and will likely rate their experience as less than satisfying. For this
reason, a luxury resort, for example, might receive a lower satisfaction rating than a
budget moteleven though its facilities and service would be deemed superior in
absolute terms.
Purpose:A business ideally is continually seeking feedback to improve customer satisfaction.
Customer satisfaction provides a leading indicator of consumer purchase intentions and
loyalty. Customer satisfaction data are among the most frequently collected indicators
of market perceptions. Their principal use is twofold:

1. Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the companys goods and services.
2. Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firms customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes. On a five-point scale,
individuals who rate their satisfaction level as 5 are likely to become return customers
and might even evangelize for the firm. (A second important metric related to satisfaction
is willingness to recommend. This metric is defined as The percentage of surveyed
customers who indicate that they would recommend a brand to friends. When a
customer is satisfied with a product, he or she might recommend it to friends, relatives
and colleagues. This can be a powerful marketing advantage.) Individuals who rate their
satisfaction level as 1, by contrast, are unlikely to return. Further, they can hurt the firm
by making negative comments about it to prospective customers. Willingness to
recommend is a key metric relating to customer satisfaction.

DECISION MAKING PROCESS:


The consumers decision to purchase or reject a product is a moments of final truth for
marketer. It signifies whether the marketing strategy has been wise, insightful, and
effective, or whether it was poorly planned and missed the mark. Thus, marketers are
particularly interested in consumers decision-making process. We would be discussing a
simple model of consumer decision making that emotional consumer. The modal, has
three

major

1) Inputs

2) Process

components:
3) Output

CONSUMER BEHAVIOR:
Consumer behavior is the study of how people buy, what they buy, when they buy and
why they buy. It blends elements from psychology, sociology, socio-psychology,
anthropology and economics. It attempts to understand the buyer decision
processes/buyer decision making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics, psychographics, and
behavioral variables in an attempt to understand peoples wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups, and
society in general. Belch and Belch define consumer behavior as the process and
activities people engage in when searching for, selecting, purchasing, using, evaluating,
and disposing of products and services so as to satisfy their needs and desires.

BASIC MODEL OF CONSUMER DECISION MAKING:


The basic model of consumer decision making also referred to as EKB model (Engel,
Kollat & Blackwell, 1969):
Stage Brief description
Problem recognition the consumer perceives a need and becomes motivated to solve a
problem. Motivation
Information search The consumer searches for information required to make a purchase
decision Perception
Information evaluation The consumer compares various brands and products Attitude
formation

Decision The consumer decides which brand to purchase Integration


Post-purchase evaluation The consumer evaluates their purchase decision Learning

CHAPTER 2:
Need & Objective

Of Study

2.1: THE NEED TO UNDERSTAND CUSTOMER PREFERENCE


Have you ever wondered why your company often loses relatively satisfied customers?
Why is it that customers will often indicate they are satisfied with how they have been
treated but then leave for a competitor at the first opportunity? Why is customer defection
often unrelated to price? The answers to these and other related questions are found in
coming to an understanding of customer preference. The idea that customers prefer one
product or one service over another is not new. The ability to identify and measure the
elements of such preference decisions with any accuracy and reliability has only recently
become available.
Research into this area of consumer behavior has brought understanding to some of the
major issues with standard customer satisfaction research. Most importantly, we have

come to realize that high customer satisfaction does not assure continued customer
preference. Satisfaction research over the past fifteen years demonstrates that high
satisfaction scores, while a measure of corporate performance on a set of important
criteria, do not adequately explain the composition
Of preference formation and therefore often serve as insufficient predictors of sustained
preference or what is normally referred to as customer loyalty.
Loyalty as a concept has also shown itself to be difficult to define. Like beauty, loyalty is
truly in the eye of the beholder. We understand there are different types and degrees of
loyalty and some of these are not appropriate in describing the relationship between a
consumer and a company. However, preference (defined as The power or ability to
choose one thing over another with the anticipation that the choice will result in greater
satisfaction, greater capability or improved performance) has demonstrated the ability to
be effectively measured and to provide meaningful insight into the choices consumers
make when selecting one provider over another and when determining to continue a
relationship over time.

Problem recognition
Problem recognition is that result when there is a difference between ones desired state
and ones actual state. Consumers are motivated to address this discrepancy and therefore
they commence the buying process.
Sources of problem recognition include:
An item is out of stock
Dissatisfaction with a current product or service
Consumer needs and wants
Related products/purchases
Marketer-induced
New products

The relevant internal psychological process that is associated with problem recognition is
motivation. A motive is a factor that compels action. Belch and Belch (2007) provide an
explanation of motivation based on Maslows hierarchy of needs and Freuds
psychoanalytic

theory.

Information Search
Once the consumer has recognized a problem, they search for information on products
and services that can solve that problem. Belch and Belch (2007) explain that consumers
undertake both an internal (memory) and an external search.
Sources of information include:

Personal sources
Commercial sources
Public sources
Personal experience

The relevant internal psychological process that is associated with information search is
perception. Perception is defined as the process by which an individual receives, selects,
organizes and interprets information to create a meaningful picture of the world
The selective perception process Stage Description Selective exposure consumers select
which promotional messages they will expose themselves to. Selective attention
consumers select which promotional messages they will pay attention to Selective
comprehension consumer interpret messages in line with their beliefs, attitudes, motives

and experiences Selective retention consumers remember messages that are more
meaningful

or

important

to

them

You should consider the implications of this process on the development of an effective
promotional strategy. First, which sources of information are more effective for the brand
and second, what type of message and media strategy will increase the likelihood that
consumers are exposed to our message, that they will pay attention to the message, that
they will understand the message, and remember our message.
Information evaluation
At this time the consumer compares the brands and products that are in their evoked set.
How can the marketing organization increase the likelihood that their brand is part of the
consumers evoked (consideration) set? Consumers evaluate alternatives in terms of the
functional and psychological benefits that they offer. The marketing organization needs to
understand what benefits consumers are seeking and therefore which attributes are most
important in terms of making a decision.
The relevant internal psychological process that is associated with the alternative
evaluation stage is attitude formation. Belch and Belch (2007, p.117) note that attitudes
are learned predispositions towards an object. Attitudes comprise both cognitive and
affective elements that is both what you think and how you feel about something. The
multi-attribute attitude model explains how consumers evaluate alternatives on a range of
attributes. Belch and Belch (2007) identify a number of strategies that can be used to
influence the process (attitude change strategies). Finally, there are a range of ways that
consumers apply criteria to make decisions. Belch and Belch (2007) explain how
information is integrated and how decision rules are made including the use of heuristics.
The marketing organization should know how consumers evaluate alternatives on salient
or

important

attributes

and

make

their

buying.

Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase
decision. Sometimes purchase intention does not result in an actual purchase. The

marketing organization must facilitate the consumer to act on their purchase intention.
The provision of credit or payment terms may encourage purchase, or a sales promotion
such as the opportunity to receive a premium or enter a competition may provide an
incentive to buy now. The relevant internal psychological process that is associated with
purchase

decision

is

integration.

Post purchase evaluation


The EKB model was further developed by Rice (1993) which suggested there should be a
feedback loop, Fox all (2005) further suggests the important of the post purchase
evaluation and that the post purchase evaluation is key due to its influences on future
purchase

patterns.

Internal influences
Consumer behavior is influenced by: demographics, psychographics (lifestyle),
personality, motivation, knowledge, attitudes, beliefs, and feelings.
External influences
Consumer behavior is influenced by: culture, ethnicity, family, social class, reference
groups, and market mix factors.
Preference
also called taste or penchant is a concept, used in the social sciences, particularly
economics. It assumes a real or imagined choice between alternatives and the
possibility of rank ordering of these alternatives, based on happiness, satisfaction,
gratification, enjoyment, utility they provide. More generally, it can be seen as a source of
motivation.

In

cognitive

sciences,

individual

preferences

enable

choice

of

objectives/goals. Also, more consumption of a normal good is generally (but not always)
assumed

to

be

preferred

to

less

consumption.

Customer preference
One consumer would in general have different consumption behaviors or preferences
from another. He may spend money on computers and technical books, while the other

may spend on clothing and food. Availability of this information on consumer preference
will be of great value to a marketing company, a bank, or a credit card company that can
use this information to target different groups of consumer for improved response rate or
profit. By the same token, information on consumption preference of the residents in one
specific region can help businesses in planning their operations in this region for
improved profit. Therefore, it is very important to have a tool that can help analyze
consumers behaviors and forecast the changes in purchase patterns and changes in
purchase

trend.

A brand is a collection of symbols, experiences and associations connected with a


product, a service, a person or any other artifact or entity.
Brands have become increasingly important components of culture and the economy,
now being described as cultural accessories and personal philosophies.

Concepts
some people distinguish the psychological aspect of a brand from the experiential aspect.
The experiential aspect consists of the sum of all points of contact with the brand and is
known as the brand experience. The psychological aspect, sometimes referred to as the
brand image, is a symbolic construct created within the minds of people and consists of
all the information and expectations associated with a product or service.
People engaged in branding seek to develop or align the expectations behind the brand
experience (see also brand promise), creating the impression that a brand associated with
a product or service has certain qualities or characteristics that make it special or unique.
A brand is therefore one of the most valuable elements in an advertising theme, as it
demonstrates what the brand owner is able to offer in the marketplace. The art of creating
and maintaining a brand is called brand management.
Careful brand management, supported by a cleverly crafted advertising campaign, can be
highly successful in convincing consumers to pay remarkably high prices for products
which are inherently extremely cheap to make. This concept, known as creating value,

essentially consists of manipulating the projected image of the product so that that the
consumer sees the product as being worth the amount that the advertiser wants him/her to
see, rather than a more logical valuation that comprises an aggregate of the cost of raw
materials, plus the cost of manufacture, plus the cost of distribution. Modern valuecreation branding-and-advertising campaigns are highly successful at inducing consumers
to pay, for example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dollars
for a box of breakfast cereal that contains a few cents worth of wheat.
A brand which is widely known in the marketplace acquires brand recognition. When
brand recognition builds up to a point where a brand enjoys a critical mass of positive
sentiment in the marketplace, it is said to have achieved brand franchise. One goal in
brand recognition is the identification of a brand without the name of the company
present. For example, Disney has been successful at branding with their particular script
font (originally created for Walt Disneys signature logo), which it used in the logo for
go.com.
Consumers may look on branding as an important value added aspect of products or
services, as it often serves to denote a certain attractive quality or characteristic (see also
brand promise). From the perspective of brand owners, branded products or services also
command higher prices. Where two products resemble each other, but one of the products
has no associated branding (such as a generic, store-branded product), people may often
select the more expensive branded product on the basis of the quality of the brand or the
reputation

of

the

brand

owner.

Brand name
The brand name is often used interchangeably within brand, although it is more
correctly used to specifically denote written or spoken linguistic elements of any product.
In this context a brand name constitutes a type of trademark, if the brand name
exclusively identifies the brand owner as the commercial source of products or services.
A brand owner may seek to protect proprietary rights in relation to a brand name through

trademark registration. Advertising spokespersons have also become part of some brands,
for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kelloggs.
The act of associating a product or service with a brand has become part of pop culture.
Most products have some kind of brand identity, from common table salt to designer
Brand identity
How the brand owner wants the consumer to perceive the brand and by extension the
branded company, organization, product or service. The brand owner will seek to bridge
the gap between the brand image and the brand identity.[2] Brand identity is fundamental
to consumer recognition and symbolizes the brands differentiation from competitors.

Branding approaches
Company name
Often, especially in the industrial sector, it is just the companys name which is promoted
(leading to one of the most powerful statements of branding; the saying, before the
companys downgrading, No one ever got fired for buying IBM).
In this case a very strong brand name (or company name) is made the vehicle for a range
of products (for example, Mercedes-Benz or Black & Decker) or even a range of
subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the
United States).

Individual branding
Each brand has a separate name (such as Seven-Up or Nivea Sun (Beiersdorf)), which
may even compete against other brands from the same company (for example, Persil,
Omo, Surf and Lynx are all owned by Unilever).

Attitude branding
Attitude branding is the choice to represent a larger feeling, which is not necessarily
connected with the product or consumption of the product at all. Marketing labeled as
attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple
Computer.[1] In the 2000 book, No Logo, attitude branding is described by Naomi Klein
as

fetish

strategy.

A great brand raises the bar it adds a greater sense of purpose to the experience,
whether its the challenge to do your best in sports and fitness, or the affirmation that the
cup of coffee youre drinking really matters.

No-brand branding
Recently a number of companies have successfully pursued No-Brand strategies,
examples include the Japanese company Muji, which means No label, quality goods in
English. Although there is a distinct Muji brand, Muji products are not branded. This nobrand strategy means that little is spent on advertisement or classical marketing and
Mujis success is attributed to the word-of-mouth, a simple shopping experience and the
anti-brand movement. Another brand which is thought to follow a no-brand strategy is
American Apparel, which like Muji, does not brand its products.

Derived brands
In this case the supplier of a key component, used by a number of suppliers of the endproduct, may wish to guarantee its own position by promoting that component as a brand
in its own right. The most frequently quoted example is Intel, which secures its position
in the PC market with the slogan Intel Inside.

Brand extension
The existing strong brand name can be used as a vehicle for new or modified products;
for example, many fashion and designer companies extended brands into fragrances,
shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture,
hotels,etc.Mars extended its brand to ice cream, Caterpillar to shoes and watches,
Michelin to a restaurant guide, Adidas and Puma to personal hygiene. Dunlop extended
its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and
adhesives.
There is a difference between brand extension and line extension. When Coca-Cola
launched Diet Coke and Cherry Coke they stayed within the originating product
category: non-alcoholic carbonated beverages. Procter & Gamble (P&G) did likewise
extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid
and Fairy Automatic) within the same category, dish washing detergents.

2.2: OBJECTIVES OF THE STUDY


The objective decides where we want to go, what we want to achieve and what is our
goal or destination.
1. To study the factors influencing the purchase decision of customer regarding
Mahindra SUVs cars in Shimla, Himachal Pradesh.
2. Comparative study of customer perceptions regarding Mahindra SUVs cars
with other brands car.
3. To analyze overall satisfaction level of customers for Mahindra SUVs cars.
4. To analyze Customer opinion about Mahindra SUVs cars.

CHAPTER 3:
RESEARCH

METHODOLOGY

Defining the Research Problem and Objectives: it is said, A problem well defined is half
solved. The first step in research methodology was to define the problem and deciding
the research objective. The objective of the study is to get an insight into the business to
business marketing with special reference towards Mahindra SUVs cars in Shimla city.
RESEARCH DESIGN: - The research design used in this study was both Descriptive
and exploratory.
3.1: DATA COLLECTION METHODS
The data was collected using both by primary data collection methods as well as
secondary sources.

PRIMARY DATA: Most of the information was gathered through primary sources. The
methods that were used to collect primary data are:
a) Questionnaire
b) Interview
SECONDARY DATA: Secondary data that was used are web sites and published
materials related to customer satisfaction & perception about Mahindra SUVs car
The secondary data were collected through:
a) Text Books
b) Magazines
c) Journals
d) Internet

3.2 Sampling

A survey of approximately 50 Respondents.


CONVENIENT SAMPLING: it is that type of sampling where the researcher selects the
sample according to his or her convenience.
SAMPLING TECHNIQUE: Sampling technique was used in our study is Nonprobabilistic convenient sampling.
SAMPLING UNIT: Sampling frame is the representation of the elements of the target
population. Sampling unit of our study was SHIMLA city, HIMACHAL PRADESH.

UNIVERSE: Universe refers to the total of the units in field of inquiry. Our universe was
all the people using Mahindra SUVs car.
STASTICAL TOOLS:
The tools used in this study were MS-EXCEL, MS-WORD. MS-EXCEL was used to
prepare pie- charts and graphs. MS-WORD was used to prepare or write the whole
project report.

METHOD USE TO PRESENT DATA:


Data Analysis & Interpretation Classification & tabulation transforms the raw data
collected through questionnaire in to useful information by organizing and compiling the
bits of data contained in each questionnaire i.e., observation and responses are converted
in to understandable and orderly statistics are used to organize and analyze the data:

Simple tabulation of data using tally marks.


Calculating the percentage of the responses.
Formula used = (no. of responses / total responses) * 100
Tool of Analysis: Tool of analysis used was pie charts, bar graphs and values..

3.3: Limitations of the Study


No study is complete in itself, however good it may be and every study has some
limitations. Some of the limitations which I had confronted are as follows:
The findings of the survey may not be truly representative of the market as the project
will be limited scope.
Research

study

was

confined

to

Shimla

city

only.

There may be lack of time on the part of respondents.


It was very much possible that some of the respondents may give the incorrect
information.

CHAPTER 4:
DATA ANALYSIS

AND
INTERPRETATION

During the research work a questionnaire has been prepared and the analysis and
interpretation is made on the basis of it which is as follows:
Evaluation of the Study:A detailed analysis of the study is necessary and is to be considered in order to compare
the actual theory with that practical the variants of which may form the basis for
improvements. Keeping this point in view and to fulfill the evaluation variants of which
may form the basis for objectives of the studies an attempt has been made to segment the
various respondents on the basis of some aspects collected from them through
questionnaire. There are depicted through tables and graphs.

The copy of questionnaire administered is enclosed and the sample size was 100
respondents are enclosed at the end of this project. All the calculations and numerical
interpretations are for 100%
1. Do you have any car?
RESPONSE NO OF respondents
% of respondents
YES

60%

NO

40%

TOTAL 100%
Analysis: From the above graph it is clear that majority of the respondents have use car.
Only 40% do not use.

2. For how long you have been associated with Mahindra SUVS?
6 months 1 year 2 years 4 yrs. And more
8% 25% 25% 42%
Interpretation: 42% people are associated with Mahindra brand from 4 years and more,
25% people are associated from 1 and 2 years and 8% from 6 months. Mostly customers
are associated with Mahindra SUVs brand from long time.
3. Were you contacted after service to check your satisfaction with service done?
Criteria Frequency Percentage
Yes 76 76%
No 24 24%

Interpretation: 76% customers said that they were contacted after servicing to check
satisfaction with service done and 24% said they were not contacted.
4. Do you have any kind of grievances with the authorized service station?
Criteria Frequency Percentage
Yes14 14%
No 86 86%
Interpretation: 14% customers said they have grievances about service station and 86%
customers said they have not grievances.
They have given the grievances following:1. Highly costly spare parts.
2. The work should do more professionally.
3. Sometimes rudely behavior shown by employees.

5. How do you rate the overall performance of Mahindra SUVs regarding after sales
service provided?
Criteria Frequency Percentage
highly satisfied 30 30%
satisfied 20 20%
Neutral 30 30%
Dissatisfied 10 10%
highly dissatisfied 10 10%
Interpretation: 20% customers said they are satisfied with the overall performance of
Mahindra after sales services, 30% said Neutral and 10% said they are highly satisfied
with overall performance of Mahindra SUVs.
6. Are you satisfied with services and goodwill of Mahindra SUVs Car?

Response No of Respondents %age of respondents


totally satisfied 48 48%
partially Satisfied 20 20%
Satisfied 16 16%
Not Satisfied 12 12%
totally Dissatisfied 4 4%
Interpretation
As per shown in the above pie graph, 48% of respondent said they are totally satisfied
with services and goodwill of Mahindra SUVs Car and company, 20% of respondent
said Partially Satisfied, 16% of respondent Satisfied and , 12% of respondent Not
Satisfied

7. Why have you switched from earlier brand to Mahindra SUVs?


Reasons No of respondent %age of respondents
Advanced technology 25 25%
Innovative product/new feature 25 25%
Influence of Advertisement 47 47%
Any other 3 3%
TOTAL 100 100%
Analysis:
It has been analyzed that majority of respondents i.e. 47% of the respondents prefer
Mahindra SUVs over other products because of influence of advertisement is more
Interpretation: From the above graph it is clear that majority of the respondents prefer to
buy Mahindra SUVs car because it has advanced technology and effective
advertisement.

8. How likely you to recommend Mahindra SUVs car to a friend or colleague?


Response No of Respondents %age of respondents
Very Likely 32 32%
Somewhat Likely 42 42%
Neither Likely nor Unlikely 18 18%
Somewhat Unlikely 8 8%
Very Unlikely 0 0%
Analysis & Interpretation
As Mahindra SUVs car to a friend or colleague, 32% of respondent Very Likely to
recommend Mahindra SUVs car to a friend or colleague, 18% of respondent Neither
Likely nor, and 8% of respondent Somewhat Unlikely.

9. Do you have sufficient information was available on the internet to Mahindra SUVs
car?
Response No of Respondents %age of respondents
strongly Agree 22 22%
Agree 40 40%
Neutral 32 32%
Disagree 6 6%
Strongly Disagree 0 0%
Analysis: 40% of respondent agree that sufficient information was available on the
internet to Mahindra SUVs, 32% of respondent neutral, 22% of respondent strongly
agree with above statement.
10. What are your favorite things about this car?
Response No of Respondents %age of respondents
Price 34 34%

Services 4 4%
Brand Image 8 8%
Features 40 40%
Influence by other 10 10%
Analysis: As per shown in the above pie graph, 33% of respondent said price factor is
favourite thing Mahindra SUVs car, 29% of respondent said brand image , 23% of
respondent said features12% of respondent feel services and 3% of respondent said
Influence by other.

Q11. How would you rate Mahindra SUVs cars?


Response No of Respondents %age of respondents
Excellent 16 16%
Good 40 40%
Very Good
14 14%
Satisfactory 26 26%
Poor
Analysis: 37% of respondent given good rate to Mahindra SUVs car, 19% of respondent
said excellent, 14% of respondent said very good, and 24% of respondent said
satisfactory.
Q12. Do you feel the company takes into consideration your familys needs and are they
adaptable when needed?

Response No of Respondents %age of respondents


Most of the time 34 34%
Often 12 12%
Sometimes 8 8%
Rarely 36 36%
Almost never 6 6%
Analysis: As per shown in the above pie graph, 24% of respondent Most of Time feel the
company takes into consideration their familys needs and are they adaptable when
needed 14% of respondent said rarely, 19% of respondent feel sometime, 35% of
respondent said often, and other 8% of respondent almost never.

Q16. Do you think Mahindra charges high to the products and services?
Response No of Respondents %age of respondents
Most of the time 16 16%
Often 24 24%
Sometimes 20 20%
Rarely 30 30%
Almost never 6 6%
Analysis: As per shown in the above pie graph, 16% of respondent Most of Time think
Mahindra charges high to the products and services 20% of respondent said rarely, 25%
of respondent feel sometime, 28% of respondent said often, and other 11% of respondent
almost never.

CHAPTER 5:
FINDING AND

SUGGESTION

1. 42% customers are associated with Mahindra brand from 4 years and more.
2. 76% customers were contacted after servicing their vehicle.
3. As per the outcome of the study 86% customers have not any kind of grievances about
service Centre.
4. 69% customers are satisfied, 15% neutral and 13% are highly satisfied with overall
performance of Mahindra SUVs.
5. As per findings that 48% of respondent said they are totally satisfied with services and
goodwill of Mahindra SUVs car and company, 20% of respondent said Partially
Satisfied.

6. From the outcome of the study it is evident that 42% of respondent somewhat likely
recommend Mahindra SUVs car to a friend or colleague.
7. 40% of respondent agree that sufficient information was available on the internet to
Mahindra SUVs car, 32% of respondent neutral, 22% of respondent strongly agree with
above statement.
8. 33% of respondent said price factor is favorite thing Mahindra SUVs car, 29% of
respondent said brand image , 23% of respondent said features12% of respondent feel
services and 3% of respondent said Influence by other.
9. From the outcome of the study it is evident that 37% of respondent given good rate to
Mahindra SUVs car, 19% of respondent said excellent.
10. As per the outcome of the study 24% of respondent Most of Time feel the company
takes into consideration their familys needs and are they adaptable when needed 14% of
respondent said rarely, 19% of respondent feel sometime, 35% of respondent said often.
11. Finding that 16% of respondent Most of Time think Mahindra SUVs charges high to
the products and services 20% of respondent said rarely, 25% of respondent feel
sometime, 28% of respondent said often.

SUGGESTIONS
1. The company has to reduce servicing rates to beat the private service Centre.
2. The skilled employees should recruit so that they are in position to handle customers
complaints and formulate better strategies for customer satisfaction.

3. The cost of spares parts should reduce so that customers are satisfied and do not
hesitation to purchase genial spares parts.
4. The company has to appoint good engineers to understand the technical problems of
customers vehicles.

CONCLUSION
The conclusion of the study is that the Mahindra SUVs is prestige brand in India and
providing the different cars with different price range to customers to satisfy their needs.
The company has to provide more facilities and discounts to retain existing customer and
attract new customers.

The 69% customers are satisfied with overall performance of Mahindra SUVs services
after sales. The company has to provide more services to increase the satisfaction of
customers and attract more customer regarding Mahindra SUVs services. The company
has to provide the spare parts on genial rates because due to costly spare parts sometimes
customers prefer duplicate spare parts for their vehicles.

REFERENCE:
1. Phillip Kotler, Marketing Management-2006 [12th edition]
2. Para pal Singh, Service Marketing- 2008 [edition]
3. Evangelos Grigoroudis, Yannis Siskos: Customer Satisfaction Evaluation:
4. Methods for Measuring and Implementing Service Quality; Springer, 2010
Consumer satisfaction 313 pages

5. Sport utility vehicle. Merriam-Webster. Retrieved 14 January 2014.


6. SUV. Merriam- Webster. Retrieved 14 January 2014.
7. SUV vs. Crossover: Whats the Difference? Auto Trader. Retrieved 14 Janua
8. Fact #726: SUVs: Are They Cars or Trucks? Vehicle Technologies Office (EERE). 7
May 2012. Retrieved 12 January 2014.
9. Yacobucci, Brent D. (2003-04-17). Sport Utility Vehicles, Mini-Vans, and
LightTrucks: An Overview of Fuel Economy and Emissions Standards. CRS Report for
Congress. Retrieved 2011-12-23.
10. www.scribd.com
11. www.google.com
12. www.mahindraxuv500.com
13. www.wikipedia.org

APPENDIX
QUESTIONNAIRE
Dear Sir/ Madam,
I am RAJESH KUMAR student of MBA conducting a survey on STUDY OF
CUSTOMER SATISFACTION & PERCEPTION ABOUT MAHINDRA SUVS CAR
IN SHIMLA, HIMACHAL PRADESH. Kindly help me in my survey by filling this
questionnaire.
Name: .
Age: .
Address: .
Contact No:
1. Do you have any car?
a)Yes b) No
2. For how long you have been associated with Mahindra SUVS? (Tick in appropriate
box)
a).6 months b).1 years
c).2 years d).4 years and more
3. Were you contacted after service to check your satisfaction with service done?
a). Yes b). No

4. Do you have any kind of grievances with the authorized service station?
A). Yes b). No c) If yes (kindly specify)
5. How do you rate the overall performance of Mahindra SUVS regarding after sales
service provided?
Highly Satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
6. Are you satisfied with services and goodwill of Mahindra SUVS Car?
a) Totally satisfied
b) Partially Satisfied
c) Satisfied
d) Not Satisfied
e) Totally Dissatisfied
7. Why have you switched from earlier brand to Mahindra SUVS?
a) Advanced technology
b) Innovative product/new feature
c) Influence of advertisement
d) any other
8. How likely you to recommend Mahindra SUVS car to a friend or colleague?
a) Very Likely
b) Somewhat Likely
c) neither Likely nor Unlikely
d) Somewhat Unlikely
e) Very Unlikely

9. Do you have sufficient information was available on the internet to Mahindra SUVS
car?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
10. What are your favorite things about this car??
a) Price,
b) Service
c) Brand image
d) Features
e) Influence by other,
11. How would you rate Mahindra SUVS cars?
a) Excellent,
b) Good,
c) Very Good
d) Satisfactory
e) Poor
12. Do you feel the company takes into consideration your familys needs and are they
adaptable when needed?
a) Most of the time
b) often
c) Sometimes
d) rarely
e) Almost never

13. Do you think Mahindra charges high to the products and services?
a) Most of the time
b) Often
c) Sometimes
d) rarely
e) Almost neverS