This is an internship report which was done at Mahindra and Mahindra

1. ABHILASH ARAVIND
PGDM 13-15
PG13001

2.  India is one of the largest automotive market in India-
contributing about 22% to the GDP
 In 2013 – 1.8 million passenger vehicles
 In 2011 – 3695 factories producing vehicles in India

3. Founded : 1945
Headquarters : Mumbai
Products : Automobiles, Commercial vehicles and
two-wheelers
Major competitors in the Indian market: Maruti
Suzuki, Tata Motors, Toyota, Hyundai etc...

6. Mahindra
XUV500
3525 units
Ford Eco
Sport
3904 units
Renault
Duster
4494 units
Mahindra
Scorpio
5605 units
SALES FOR THE MONTH OF MARCH 2014 IN INDIA

7. Objectives of Study
• To know various factors that influence purchase
decisions.
• To know the satisfaction levels of customers.
• To know, where and how to pitch M&M products in
market

8. • Mystery shopping
• Customer satisfaction survey on Innova and Duster/Terrano
customers
• Customer satisfaction survey on Ashok Leyland Dost
TASKS

9. Research Methodology
The survey was conducted in and around Ernakulam district. Sampling method used for
survey is convenience sampling.
Sample Size
Toyota Innova 101
Renault Duster and Nissan Terrano 30
Ashok Leyland Dost 36
Data collection
Primary data are collected from Innova, Duster, Terrano and Dost customers.
Research design
The research design is exploratory research design. The research is qualitative and
quantitative in nature.
Sample design
Vehicle customers were selected using convenience sampling and data is collected from
them.
Data collection strategy
For collecting primary data researchers spotted customers coming to tourist
destinations, shopping malls, and other public places. The primary data are collected
using Schedules and secondary data are collected from reliable web pages.

11. AGEING
LIKES
RESPONSE ON THE
FEATURES
NET PROMOTER SCORE

12. AGEING
LIKES
RESPONSE ON THE
FEATURES
NET PROMOTER SCORE
5%
37%
58%
0-12 12--18 2+

13. AGEING
LIKES
RESPONSE ON THE
FEATURES
NET PROMOTER SCORE
Comfort
45%
Spacious
19%
Power
20%
Service
4%
AC
8%
Brake
4%

14. RESPONSE ON THE
FEATURES
3.910891089
4.48
4.306930693
4.485148515
4.27
4.425742574
3.841584158
4.297029703
4.089108911
3.4
3.6
3.8
4
4.2
4.4
4.6

15. AGEING
LIKES
RESPONSE ON THE
FEATURES
NET PROMOTER SCORE
Net Promoter Scale
1
2
3
4
5
6
7
8
9
10
Detractors
Neutral
Promoters
Detractors 0
Neutral 8
Promoters 93
PROMOTERS - DETRACTORS
TOTAL CUSTOMERS
NPS =
= 92.079 %

16. AGEING
DISLIKES
RESPONSE ON FEATURES
NET PROMOTER SCALE

17. AGEING
DISLIKES
RESPONSE ON FEATURES
NET PROMOTER SCALE
0-12 months
37%
12-18 months
50%
2+ years
13%

18. AGEING
DISLIKES
RESPONSE ON FEATURES
NET PROMOTER SCALE
Service
69%
Climate control
7%
Interior quality
8%
Clutch
8%
Leg space
8%

19. RESPONSE ON FEATURES
4.03
4.13
3.96
4.1
3.82
4.24 4.24
3.44
3.58
3.65
2
2.5
3
3.5
4
4.5
Mileage driving
Comfort
Engine power Interior space Product
quality
Aesthetics Value for price Maintenance
cost
Service purchase
experience

20. AGEING
DISLIKES
RESPONSE ON FEATURES
NET PROMOTER SCALE
1
2
3
4
5
6
7
8
9
10
Detractors 0
Neutral 8
Promoters 22
NPS = PROMOTERS - DETRACTORS
TOTAL CUSTOMERS
X
100
NPS = 73.33%
Detractors
NeutralPromoters

21. • Innova scored the lowest in Mileage and Maintenance Cost, whereas in
Product Quality and Value for Money, Innova scored the highest.
• 92% of Innova customers will promote the Brand and the Product.
• Duster and Terrano scored the lowest in Engine Power, Product Quality and
Maintenance Cost, whereas in Aesthetic Appeal and Value for Money,
Duster and Terrano scored the highest.
• 69% of Duster and Terrano customers are not satisfied with the quality of
service provided at the workshop.
• 73% of customers will promote the Brand and the Product.
• XUV 5OO scored the highest in Engine Power, Aesthetics and Features,
whereas in Maintenance Cost and Service Availability, XUV 5OO scored the
lowest.
• Innova customers are not aware about the ‘Technology’ aspect of XUV 5OO.
• Duster customers are not considering XUV 5OO during their purchase because
of the premium positioning in their minds.

23. AGEING INFLUENCER
CUSTOMER TYPE
FIRST TIME CUSTOMER
CONSIDERATION SET
CUSTOMER SEGMENT

24. AGEING
CUSTOMER TYPE
FIRST TIME CUSTOMER
CONSIDERATION SET
2012
35%
2013
44%
2014
21%

25. AGEING
CUSTOMER TYPE
FIRST TIME CUSTOMER
CONSIDERATION SET
83%
6%
11%
First time
purchaser
Repeat
purchaser
Replacement

26. AGEING
CUSTOMER TYPE
FIRST TIME CUSTOMER
CONSIDERATION SET
Driver
37%
Business
10%
NRI
10%Construction
3%
Nil
7%
NA
33%

27. AGEING
CUSTOMER TYPE
FIRST TIME CUSTOMER
CONSIDERATION SET
BMT Plus
3%
Tata Super
Ace
8%
None
89%

28. INFLUENCER
CUSTOMER SEGMENT
Paper adv
22%
Friends
75%
Others
3%

29. INFLUENCER
CUSTOMER SEGMENT
Captive
36%
Market
load
64%

30. • Among thirty six Dost customers 83% of customers were first time first
time customers of Dost.
• 89% of customers didn’t considered any other vehicle before purchasing
Dost. Only 3% considered BMT Plus during their purchase
• 64% of customers are using these vehicle for market load purpose. This
is a significant parentage

31. The combined graphs of Innova and Duster regarding the product features
shows that Mahindra XUV500 can better pitch in the market of Duster . For
Duster there is a dip for the features like Driving comfort, Engine power,
Product quality, Maintenance cost and service availability. So Mahindra and
Mahindra can put more emphasis on to the above mentioned features at the
time of promoting XUV500 in the Cochin market.
2
2.5
3
3.5
4
4.5
5
Milage Driving
Comfort
Engine
power
Interior
Space
Product
Quality
Aesthetics Value for
money
Maintenance
cost
Service
availability
Purchase
experience
Innova
Duster

32. The present customers of Dost were using TATA ACE
before. So Mahindra BMT plus has an opportunity to get the
customers of TATA ACE.
2
9
3
1 1 1 1
2
1 1
0
1
2
3
4
5
6
7
8
9
10
Dost Tata Ace Ape Eicher Load King Pickup Maximo Truck Traveller Matador

33.  Exposure to corporate life
 Consumer behavior: Personal v/s Commercial