survey project

2. DECLARATION
I, Arba Khan, a student of B.com(h) 6th
semester, in the Department of
Commerce and Business Studies, Jamia Millia Islamia, new Delhi,
hereby declares that I have undergone the survey for “Marketing
Strategies and Consumer Behavior Study of Mahindra Bolero” under
the supervision of Prof. Abdul Aziz Ansari.
I also declare that the content of this project survey report has not
been submitted to any other university or institution either in part or in
full for the award of any degree, diploma or fellowship.
Further, I assign the right to the university, subject to the permission
from the organization concerned, to use the information and contents
of this project to develop cases, case lets, case leads and papers for
publication and/or for use teaching.

3. Place: New Delhi (ARBA KHAN)
ACKNOWLEDGEMENT
"I have taken efforts in this project. However, it would not have been
possible without the kind support and help of many individuals and
organizations. I would like to extend my sincere thanks to all of them.
I am highly indebted to Prof. A. A. Ansari for his guidance and constant
supervision as well as for providing necessary information regarding the
project & also for their support in completing the project.
I would like to express my gratitude towards the members of Koncept
Mahindra and respondents for their kind co-operation and
encouragement which help me in completion of this project.
I would like to express my special gratitude and thanks to industry
persons for giving me such attention and time.

4. My thanks and appreciations also go to my colleagues in developing the
project and people who have willingly helped me out with their
abilities."
CERTIFICATE
This is to certify that MS. Arba Khan, a student of B.Com(hons.)
6th
semester, Jamia Millia Islamia has successfully completed
her project at Mahindra & Mahindra for finding out their
marketing strategies and consumer behavior on their product
Bolero. The title of the project done by her was “Market
Strategies and Customer Behavior study on Mahindra Bolero”.
During this project she worked sincerely & effectively to
achieve the objectives of the project.
We wish her all the best & success for her future endeavors.
Date: _______________

5. CONTENTS
 SYNOPSIS
 RESEARCH METHODOLOGY
 EXECUTIVE SUMMARY
 ABOUT MAHINDRA BOLERO
 ABOUT THE DEALER
 PART 1- MARKETING STRATEGIES
 PART 2- CONSUMER BAHAVIOR STUDY
 FINDINGS
 RECOMMENDATIONS

6.  BIBLIOGRAPHY
 ANNEXTURE
SYNOPSIS
The objective of this study is divided into two main parts:
1. To find out about the marketing strategies used by Mahindra in promoting
its SUV-Bolero.
2. To get knowledgeabout the customer behavior regarding Mahindra Bolero.
Mahindra Bolero is chosen as the subjectbecauseit was the No. 1 SUV for 6 years
in row. The product is so popular and liked by the consumers that it attracted
attention towards itself for knowing the reasons for its unrivalled success.
For the purposeof this study the data was collected by meeting the dealer
personally for knowing about their marketing strategies. For finding out the
consumer behavior, questionnaires wereprepared and respondents wereasked
to fill the questionnaires.
Apart fromthe primary data collected fromabove sources, data was also taken
into consideration which was collected from secondary sources likewebsites,
automobile magazines, books and newspapers.
The areas of excellence and improvementhave been identified based on factual
information, in light of which recommendations and suggestions havebeen
provided for the overall improvementof the organization in the future.
The information collected through questionnaires has been depicted using
statistical tools like bar graphs, pie charts to representthe information in a
presentable manner.

7. PART1: it deals with the management as it involves knowing aboutmarketing
strategies of the management. The information is collected through dealers and
other secondary sources.
PART2: Itdeals with study of consumer behavior study. Theinformation is
collected through the useof questionnaires and concluding the results as to how
consumer behavein relation of this product
FINDINGS AND SUGGESTIONS: Itincludes deductions made fromthe study done
in both the parts. Whatdid wefind fromthe study and whatare our
recommendations for filling the loopholes of the product.

8. RESEARCH
METHODOLOGY
For carrying out this research, the data was collected fromboth the sources and
to represent the data the use of charts is done.
The data was collected in following ways:
 Primary Sources: under this, the sources thatare used are direct
information taken by the staff and the information based on
questionnaires.
 Secondary source: sources such as data frominternet, magazine,
company’s website, newspapers and books havebeen used.
The sample size for filling up the questionnaires was 50. Sample was randomly
selected.
The information collected through questionnaires has been depicted using
statistical tools like bar graphs, pie charts to representthe information in a
presentable manner.
The areas of excellence and improvementhave been identified based on factual
information, in light of which recommendations and suggestions havebeen
provided for the overall improvementof the organization in the future.

9. EXECUTIVE SUMMARY
Mahindraand an independent Indiabegan their rise together. In 1945, two
enterprising brothers named J.C. Mahindra and K.C. Mahindra joined forces with
Ghulam Mohammed and started Mahindra & Mohammed as a steel company in
Mumbai. Two years later, India won its independence, GhulamMohammed left
the company to become Pakistan’s firstfinanceminister, and the Mahindra
brothers ignited the company's enduring growth with their decision
to manufactureWillys jeeps under license in Mumbai. The company’s new name -
Mahindra & Mahindra, of course.
The Mahindra brothers believed that new modes of transportation could be a key
to India’s prosperity, so oneof their firstgoals was to build rugged, simple
vehicles capable of tackling the Indian terrain. Early pioneers of globalization, the
brothers collaborated with a wide rangeof international companies and before
long, Mahindra’s reach extended to steel, tractors, telecom, and more.
Now, after more than six decades, Mahindra has grown froma humble local outfit
to a US $16.5 billion corporation employing more than 200,000 peoplearound the
world. It’s been quite an adventure so far, and we’reproud of our global

10. leadership in utility vehicles, tractors, and information technology, as well as our
significant presencein financial services, leisureand hospitality, engineering,
trade, and logistics. As we accelerate into the 21st
century, we’llcontinue to
pursueinnovativeideas that enable people to rise. We’vecome a long way, but
the journey has justbegun.
Foundedin 1945 as a steel trading company, entered automotive manufacturing
in 1947 to bring the iconic Willys Jeep onto Indian roads. Over the years, they’ve
diversified into many new businesses in order to better meet the needs of our
customers. They follow a unique business modelof creating empowered
companies that enjoy the bestof entrepreneurial independence and Group-wide
synergies. This principle has led our growth into a US $16.5 billion multinational
group with more than 200,000employees in over 100 countries across theglobe.
Today, Mahindra’s operations span 18 key industries that formthe foundation of
every modern economy:
1. Aerospace
2. Aftermarket
3. Agribusiness
4. Automotive
5. components
6. construction equipment
7. consulting services
8. defense
9. energy
10.farmequipment
11.finance and insurance
12.industrial equipment
13.information technology
14.leisure and hospitality
15.logistics
16.real estate
17.retail

11. 18.Two wheeler
ABOUTMAHINDRA &MAHINDRA
TYPE Public Company
FOUNDED 1945
HEADQUARTERS Mumbai, India
KEY PERSONNEL Chairman and MD- Anand G Mahindra
Company Secretary- Narayan Shankar
INDUSTRY Automotive FarmEquipment
REVENUE(2014-15) Rs 40,508.50crore
WEBSITE www.mahindra.com

12. MAHINDRA BOLERO
The field of study is limited to Mahindra Bolero- India’s No.1 SUV six years in a
row.
Bolero proved to be a challenge for Mahindra as it was challenging the existing
perception of Utility Vehicles (UVs). Becauseof their toughness, the common
perception is that UVs lack comfort and style. With the Bolero, Mahindra strived
to deliver the ruggedness people expect in a UV with the driving pleasure of a car,
answering the need for function with style.
The new Bolero isn't justan SUV. It's a feature-rich, adrenaline pumping driving
experience. Combining advancements like the new m2DiCR engine, Micro Hybrid
technology (available only in ZLX-BS4) and Voice Messaging Systemwith
masculine exteriors and comfortable interiors including an advanced digital
display, the Bolero has everything you need to take on any road the country has
to offer. Choose fromthe exciting range of variants that suits your requirement.
The Bolero is the firstbrand in the SUV/UV/MPV category to cross 50,000 units in
one year and India’s leading SUV brand for two years in a row. “With its stylish
appeal and rugged nature, the Mahindra Bolero has emerged as the clear favorite
amongstSUV enthusiasts across the country sinceits launch eight years ago. The
fact that it is the firstbrand in the SUV/UV/MPV category to notch up sales of
more than 50,000 units in a single year is also a clear validation of our customer
centric approach to business. Today, the Bolero is perceived as a stylish but
affordableSUV which caters to differentcustomer needs and takes on all kinds of
terrain with ease,” said Mr. Vivek Nayer, Vice President – Marketing, Auto Sector,
Mahindra and Mahindra Ltd.

13. Since its launch in June 2000, theBolero has evolved over the years,
incorporating a hostof features and aesthetics which match the evolving lifestyle
aspirations of Indian consumers. In 2007, M&Mlaunched the New Bolero which
offered a bold new style, greater comfort and conveniences. In January 2008,
Mahindra also introduced the Bolero Special Edition, a limited edition of India’s
most popular SUV with exciting new features for the young urban customer.
Mahindra bolero Mahindra & Mahindra Limited launched the second generation
Bolero in March 2007. Theall new sports-utility vehicle (SUV) comes with
refreshed looks and style. The exteriors and interiors of the latest Bolero have
been designed in way that will find appeal with the younger generation of car
buyers in India. The automobile sports a hostof new features, which perfectly suit
the needs of Indian consumers. An off-road SUV, itdelivers uncompromising fuel
efficiency and commendable performanceon city roads as well.
Get a sneak peek at what’s new in the tough new Bolero. Get the lowdown on
how it makes your drive a never before experience.
Engine: New Mahindra Bolero is powered by 2523cc Turbo Charged DI (Direct
Injection) diesel engine, which generates a power of 63.2 PS @ 3200 rpmand 18.4
kgm of torque @ 1440-1500 rpm. The2.5L engineis much more refined than its
previous model. The good, low-end torqueof Bolero allows a smooth ride on
gradients and bumpy roads.
Design and Comfort: Mahindra Bolero flaunts a new, sleek front grille and
muscular bumper that accentuate the appearanceof its fascia. The rear side
appears more sophisticated, with curved clear lens taillights. Adding to the appeal
of the exteriors is the well-contoured door handles. Ergonomics in the cabin of
the all-new Bolero havebeen reworked to suit the present-day consumer's desire.
Its plush bucket seats offer a greater degree of comfortto the occupants.
Discover the ergonomic driver’s seat, the armrest in the middle row or the multi-
directional AC louvers. There are little touches everywhereto make your drive
less of a drive and moreof a pleasant journey.

14. Interiors:Mahindra Bolero sports a trendy dashboard and instrumentcluster.
The efficiency of the air conditioning systemhas also been improved. The audio
systemis integrated on the instrumentpanel in such a way that the controls are
within easy reach of the driver. The new Mahindra Bolero comes packed with
many utility spaces. There are small storageareas for various passenger needs,
which are neatly tucked away in the space-efficient central console. 22 Ride and
Handling New Mahindra Bolero come equipped with an advanced NGT 520
transmission, along with synchromesh gears, which allow smooth gearshifts. The
automobile's frontsuspension is built to withstand tough road conditions, while
giving its occupants utmostcomfort. A combination of disc and drumbrakes is
used in the SUV, which facilitates smooth braking on all road conditions. The wide
radial tires of Bolero ensurebetter road grip, safety and improved handling.
Safety: Mahindra Bolero comes equipped with anti-roll bars that help the
vehicle hold to the ground even on the tightest bends. Its braking systemprevents
the locking of wheels on slippery roads. The new SUV also has a long wheelbase,
which provides greater stability to the automobile. The other safety features of
Mahindra Bolero include central locking and seat belt/door open warning.
Style: The Bolero is built solidly but that didn’t stop us from enhancing the sense
of security. So we put in anti-roll bars to help hug the ground even on the tightest
bends, brakes that prevent wheel locking and a seat belt/door open warning
system. Fromthe aggressivegrille ornament to the muscular frontfascia, low
stance fender extensions, clear lens headlamps and stand out wheel arches
there's a lot you can discover in the new Bolero.
Convenience:Find space for magazines or maps, slots for bottles or cans, a
surprisingly largeglovebox to swallow anything you throw into it. There’s even a
12V charging point along with a mobile holder. So the only thing you haveto think
about is your destination.
Performance:The high power and high torquegive the Bolero great load
carrying capabilities especially over inclines. The synchromesh gears makegear

15. shifts and even city driving a cinch. And the unique Mahindra DI engine gives you
uncompromising fueleconomy too.
Variants, Price and Color: The eight variants of new Mahindra Bolero are
SLX, DX, DI, XLS, XL, Sports, Invader and Camper. The SUV is available in five
colors, including Apple Red, Fiery Black, Diamond White, Rocky Beige and Turf
Green. The latest version of Mahindra Bolero is priced starting Rs. 7, 30,740.

16. About the Dealer
Koncept Automobiles Pvt. Ltd.
Address:52, Ring Road Part3, LajpatNagar, New Delhi
Koncept are leading Mahindra and Mahindra car dealers with multiple
showrooms, servicestations and workshopsacrossNoida and New Delhi. They
have conveniently located Mahindra car showrooms at Safdarjung, LajpatNagar
in New Delhi and Gautam Budh Nagar, Noida & G. Noida in Noida. Noida outlet
offers 3 S facilities and the experience of a world-class automobileshowroom.
Well-equipped workshops arebased at Okhla, New Delhi and Noida.
Koncept Automobiles PrivateLimited is a subsidiary of M/s Rajesh Motors and
was founded and appointed as a dealer of Mahindra & Mahindra Limited for their
Personal& Prosper channelin May 2007. M/s. Rajesh Motors was by initially
established by Mr. Subhash Chand Kher and continues to be managed by the well-
known Kher Family in New Delhi & NCR.
Delivering quality serviceto all our customers and ensuring utmostcustomer
satisfaction has been the founding values of their automotive businesses and they
relentlessly striveto maintain these values which makeus the best at what we do.
They have been recognized as the New Delhi/NCR Personal& Prosper channelfor
Mahindra & Mahindra Limited for three years in a row 2008-09, 2007-08& 2006-
07.

17. All their sales and serviceoutlets are manned by 100% Mahindra trained
personnelto ensurethat we offer only the bestquality serviceat all times.
They make buying and selling cars completely satisfying, hassle-freeand simple by
offering dedicated test drives of vehicles, attractive finance deals with all
nationalized & leading privatesector banks, Exchangefacility that guarantees the
best prices for old cars, and near-cashless facility for smooth insuranceclaims.

18. RESEARCH ON
MAKETING
TECHNIQUES USED

19. PREREQUISITES
OBJECTIVE:
Main objective of this study is to find out the methods and tools in promoting
Mahindra Bolero among the customers and to analyzewhether they are
successfulin marketing it.
Data collection:
The data related to the marketing strategies and promotional activities used by
Koncept automobiles is collected through the following sources:
1. Primary Source(Management)
For this purposes managementwas contacted and personalcontact was
maintained so as to gain the information about the marketing tools used by
them.
Information was also collected through questionnaires which were
distributed to the marketing and sales staff about the techniques used by
them, the sample of which is enclosed on next page.
2. Secondary Source
Secondary sources such as newspapers,automobilemagazines, company’s
and dealer’s website were scrutinized in order to get the related
information. Sources are given below:
(a) BBC Topnews Magazine, India
(b)www.konceptmahindra.com

20. (c) www.mahindrabolero.com
(d)Auto Flash
RESULTS OF
RESEARCH
In its 10th year, the Mahindra Bolero remains the dominant market leader in the
sports utility vehicle segment with a marketshareof 29 per cent. Since 2006-07,
the brand has out-performed the passenger hard tops category with a CAGR of 23
per cent (category CAGR 7 per cent).
That’s not all. Itis also the firstSUV in India to surpass the 50,000 sales mark
three years in a row and has become the volume leader for Mahindra and
Mahindra (M&M), surpassing competitors’ brands such as theTata Sumo and
Tavera.
What is interesting is that about three-fourth of Bolero sales comes fromsmaller
towns.
So whatexactly is the key to Bolero’s (currentprice tag Rs 5.27-6.67 lakh)
success? Theanswer lies in the brand positioning strategy of M&M, which has
classified Bolero as an entry level and rugged sports utility vehicle and not as a
touristvehicle.
Rajesh Jejurikar, chief executive (automotive division), M&M, says “We werevery
careful while positioning the Bolero. We never wanted it to be classified as a
touristvehicle. The idea was to promote it as a personalvehicle complete with
style and status.”
Mahindra bolero is an SUV which do not need any promotion. M&M has itself
admitted that if it closes down all its dealers of Mahindra Bolero and startthe
distribution fromits registered office in Noida then also its sales would not get

21. affected. The features of Mahindra Bolero are so distinguishing and suitable for
on-road and off-road drives thateveryoneis attracted towards it.
In a meeting with the sales manager at the Mahindra Showroom, it was revealed
that practically they don’t have to indulge in maintaining any kind of personal
sales contact in persuading them as they are all awareabout the productthey are
going to buy already. In this era of internet and growing role of media has led the
consumers to get the information about automobiles well in advance before
getting top the showroom.
However, to get to the hearts of the customer and to make surethat the product
gets into their notice, the marketing department takes severalsteps. As a
management student one must be awareof various promotionaltechniques.
These techniques are used by every businessman to promote his product sameis
the casewith Mahindra.
The promotional strategies used by Mahindra Bolero are as follows:
Advertisement:
1. The advertisement of Mahindra Bolero were showed on air, that is, on
television and internet but never on Billboards, arterials, terrains, etc. until
in 2013 when it launched its ruralcampaign for promoting the productin
ruralareas. The mostinteresting aspect of the rural campaign is this is the
firsttime Mahindra Bolero is captured doing its outdoor advertising/out-
of-homeadvertising or (OOH) duties.
2. A clutter-breaking new “Water Scooter” TV ad was developed to project
excitement and energy. This was supported by a 360 degree marketing
campaign involving print, interactive & on ground activities.

22. Link to various advertisements by Mahindra Bolero:
https://www.youtube.com/watch?v=E9gQDJXUgb0
https://www.youtube.com/watch?v=kwO3vsMRqzs

23. Sales Promotion:
Various sales promotion techniques are being used by the management staff of
Bolero. These are discussed as follows:
1. Free test drives
2. Discountgiven on the spot
3. Coupons awarded on sale of FMCGs
4. Providing free accessories
5. M&M also provides customers theoption to customize the Bolero after
paying a price of around Rs 2-3 lakh over and abovethe purchasecostof
the vehicle.
6. Gift schemes
7. Free services
8. Free after sale services
9. Warranty claims
10.Free check-up campaigns
PUBLICITY:
1. Bolerorefresh
At the heart of Bolero’s success, however, is a projectcalled ‘Bolero
Refresh’ after M&M launched Mahindra Scorpio in the higher SUV segment
and there was a need for a brand revitalization to extend the Bolero’s
lifecycle. Under this, the company took a conscious decision to re-position
and re-launch Bolero as an entry level SUV as againsta plain utility vehicle.
A detailed consumer research was undertaken on differentusage segments
of the category.
2. Brandscope
Mahindra conducted a 45-day outdoor activity across more than 80 towns
in five states of the country in 2013. The campaign executed by Brandscope
aimed to re-establish the presence of brand Bolero Pick Up Flat Bed using

24. more than 180 touch points, which mostly included billboards. The total
spends wereRs 70-75 lakh. This was the first time that Mahindra Bolero
Pick Up Flat Bed ventured into an OOH campaign. The activation was
carried out in MP, Maharashtra, NortheastIndia and Gujarat. Arterial roads,
key junctions and large formatbillboards werechosen for the campaign.
Public Relations:
For maintaining good public relations and connect to the public for promotion of
sales of Mahindra Bolero, the dealers organizevarious meetings and functions at
public places and hold workshops. For exampletemporary outlets are organized
for various queries and corporatefunctions are organized at college level or
schoollevel to spread awareness.
Meetings are arranged with big corporatehouses in order to promotesmooth
functioning of various campaigns.

25. RESEARCH ON
CONSUMER BEHAVIOR

26. PREREQUISITES
Consumer Behaviour:
Consumer Behaviour is the study of individuals, groups, or organizations and the
processes they useto select, secure, use, and disposeof products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have
on the consumer and society. Itblends elements
frompsychology, sociology, socialanthropology, marketing and economics. It
attempts to understand the decision-making processes of buyers, both
individually and in groups such as how emotions affect buying behaviour. It
studies characteristics of individual consumers such as demographics and
behaviouralvariables in an attempt to understand people's wants. Italso tries to
assess influences on the consumer fromgroups such as family, friends, sports,
reference groups, and society in general.
Objective of the study:
The main objectiveof this study is to analyzeconsumer behaviour in case of
Mahindra Bolero in South Delhi. The other objectives are:
 To know the consumer perception about the features, low maintenance
cost and looks of Bolero.
 To know the customer satisfaction aboutthe safety and comfortprovided
by Mahindra Bolero.

27.  To providesuggestions, for improving customer satisfaction level and
company’s sales and profitability.
 To know the customer satisfaction level regarding the after-saleservices
provided by M&M.
Data Collection:
Data is collected by the useof questionnaires. Since the study of consumer
behaviour is a very complex process, questionnaireis used to get the first hand
information. Other necessary conclusions aredrawn on the basis of secondary
data collected through magazines, internet, etc. in this way, both the important
sources of data collection are used, i.e., primary sourceand secondary sourceof
data collection.
*A sample questionnaire has been enclosed at last.
Sample survey is used in collection of primary data.
Sample was selected on the random basis among the age group of 20-50year old
people suiting to the use of the product.
Sample size is taken by keeping in mind the necessities of the study. Samplesize
is of 50 respondents as they can more likely represent the population.

28. DATA ANALYSIS AND
INTERPRETATION
BRAND AWARENESS
This section deals with analyzing that in what ratio are people aware of Mahindra
Bolero i.e. to check the brand awareness of this product. The results are based on
the questionnaires filled by the respondents.
TABLE1: Awareness aboutbrand
Awareness among
people
Frequency Percentage
Yes 48 96
No 2 4
DIAGRAM 1: Representation of Table 1

29. Analysis
The respondents weremade to answer the question- “Have you heard about
Mahindra Bolero?”. Outof 50 respondents, 48 wereawareof the brand name
and only two were unaware. This shows thatMahindra bolero is a popular
productamong the public as 96% of the sample wereawareof the brand.
TABLE2: Frequency of seeing or hearing about Bolero
frequency Percentage
Many times 18 36
Often 14 28
Sometimes 14 28
Never 2 4
Sample size: 50
DIAGRAM 2
Brand awareness
Yes
No

30. Analysis
The information depicted aboveis related to the frequency with which the
respondents haveseen the product or heard about it. As discussed in analysis1, 2
respondents havenever heard or seen Mahindra Bolero. The other options- many
times, often and sometimes havebeen selected by respondents in more or less
same percentage, i.e., 18%, 14%, 14%, respectively. This study showsthata major
percentage of the sample population have seen or heard about Bolero many
times which depicts that Bolero is a popular SUV among the consumers.
TABLE3: Sourceof information of the brand
Frequency Percentage
Hoardings/Newspapers 15 31.25
TV/Radio 20 41.66
Internet 7 14.58
Family/Friends 3 6.25
Others 3 6.25
frequency of seeing and hearing
Many times
often
Sometimes
Never

31. Sample Size: 48
DIAGRAM 3: Sourceof information
ANALYSIS
Since, only 48 people have heard about Bolero, the samplesize is reduced to 48.
Therefore results are shown on the basis of 48 respondents only. When asked
about wheredid the respondents get the information from, 15 out of 48 have
answered that they heard this fromhoardings and newspapers i.e. 31.25%. 20
heard it from TV and radio forming 41.66% of samplesize. 6 of them selected the
option of internet i.e. 14.58% and remaining options were selected by 3
respondents equally forming 6.25%each.
The analysis of the above information reveals that most of the people haveused
TV/radio and newspaper/hoardings for getting the information that means this is
the mostimportant sourceof information for them.
Source of information
HOARDINGS/NEWSPAPERS
TV/RADIO
INTERNET
FAMILY/FRIENDS
OTHERS

32. Consumer Satisfaction
This section deals with the level of consumer satisfaction in relation to Mahindra
Bolero, whatare they satisfied with? What do they expect fromMahindra?
TABLE 4: Test Driveby Respondents
Yes 17
No 31
Sample Size:48
DIAGRAM4
0
5
10
15
20
25
30
35
40
45
yes no
Series 1

33. Analysis
When the sample was asked whether they havetaken the test drive or not, only
17 out of 48 people haveanswered in an affirmative. 31 of them have not taken
the test drive. This shows thatthe willingness among the people to buy Mahindra
Bolero is somewhatless in South Delhi.
TABLE 5: Satisfaction towards Mahindra Bolero
level Frequency Percentage
Satisfied 15 88.23
Dissatisfied 2 11.77
Sample size: 17
DIAGRAM5: Satisfied towards Mahindra Bolero
satisfied
Dissatisfied

34. Analysis
Since, only 17 respondents took the test drive the sampleis limited to these 17
people only. The satisfaction level of the customers seems to be very high with
88.23% peoplesatisfied and only 11.67% dissatisfied.
TABLE 6: Factors contributing to Customer Satisfaction
Factors Frequency Percentage
Looks 6 12.5
Features 4 8.3
Low maintenance 23 47.9
Aftersales Services 11 22.9
Comfort 5 10.4
Sample Size: 48
DIAGRAM6: Factors contributing to Customer Satisfaction
0
5
10
15
20
25
30
35
40
45
50
Looks Features low
maintenance
Aftersales
Services
Comfort
Series 1

35. Analysis
The sample size is 48 becauseall the people who know about Bolero have
answered this question. The study of the data reveals that the most contributing
factor towards consumer satisfaction level is low maintenance cost of Bolero.
Aftersales services and looks come second in the list of factors contributing to the
customer satisfaction. The least satisfactory factor is Bolero’s features.
TABLE 7: Rate scale of Features
Marks 1 2 3 4 5
Space 3 8 10 12 15
Fuel 1 8 8 19 12
Maintenance 3 9 10 16 10
Comfort 9 5 20 11 3
Looks and
Features
19 16 8 4 1
Sample: 48
DIAGRAM7: Rate Scale of Features
0
5
10
15
20
25
Space Fuel Maintenance Features Looks and comfort
1
2
3
4
5

36. ANALYSIS
Space: The space is a good feature in Bolero. A large size of Population have rated
it 4 or 5
Fuel:the fuel consumption is also good as most people have rated it high.
Maintenance: themaintenance costis low; therefore people are above satisfied
with the maintenance cost of Mahindra Bolero
Features: features aresatisfactory or somewherebelow satisfactory.
Looks and Comfort: many people haverated looks and comfortwith a 1. This
shows thatcustomers are not satisfied with the looks and comfortof the product.
TABLE 8: Productliking
Frequency Percentage
yes 28 58.33
No 14 29.17
Can’t say 6 12.5
Sample size: 48
DIAGRAM8: Productliking

37. Analysis
The product liking among customers seems to be good as 28 out of 48 people are
liking this producti.e. approximately 58.33% of the samplepopulation.
TABLE 9: intention of purchase
Frequency Percentage
Yes 23 47.92
No 12 25
Can’t say 13 27.08
Sample size 48
Column1
Yes
No
Can't Say

38. DIAGRAM9: Intention of Purchase
Analysis
The intention of among customers seems to be good as 23 out of 48 people are
willing to buy the producti.e. approximately 48% of the samplepopulation.
TABLE 10: CUSTOMER PERCEPTION
Frequency Percentage
Very good 12 25
Good 18 37.5
Average 12 25
Bad 6 12.5
Very bad 0 0
Sample size 48
Yes
No
Can't say

39. DIAGRAM10: Customer Perception
Analysis
The study of above data shows thatthe customer perception of Mahindra Bolero
is very good due to its low maintenance cost and various other features discussed
in above tables.
0
2
4
6
8
10
12
14
16
18
Very good Good Average Bad Very bad

40. FINDINGS
After the analysis of all the information the following points, the following
observations havebeen made:
 The product is very famous in the market as 96% of the population has
heard aboutit. The major sourceof information about the productis
television and hoardings.
 MAHINDRA bolero has an excellent percentage of customer satisfaction as
already represented in above tables and diagrams.
 Most of the people aresatisfied with the low maintenance costand
aftersales serviceprovided by Mahindra Bolero.
 Other factors such as fuel, safety, comfort, etc. are also satisfactory as
rated by the sample population.
 As to the features of the car, it is a loophole of the car. The features of the
car are not satisfactory.
 The consumer perception is good about the product.
 One thing also is to be noted that the persons of age group of 30-40 seems
more interested in the car.

41. RECOMMENDATIONS
After studying and analyzing the questionnaires, it has been found that the car
lacks some features and the company needs to improve on its marketing
strategies.
Following are the recommendations.
 Mahindra Company has to implement good customer relationship
management strategy that enhances customer satisfaction level.
 The company should undertake R&D to improveits current and existing
features and performance.
 The company should promote all the features offered by it and should
maintain the existing standards.
 The demand for Mahindra Bolero is observed morein villages, when
compared to the cities. The ruralpeople who enjoy higher status in the
society usethe productas a symbolof prestige. Based on this information,
the Company should work in the direction of promoting the productin big
towns.
 There are some people who are unawareof this product. The Company
should increase hoardings on busy streets, with moreusage of graphics, to
make it understandableto those people who are ignorant to the technical
jargon.

42. BIBLIOGRAPHY
 Websites:
 www.mahindrabolero.com
 www.google.co.in
 www.automobile.com
 www.konceptmahindra.com
 Philip Kotler, 12th
edition Marketing Management
 Personal visits to Koncept Mahindra
 Magazines

43. ANNEXTURE
Questionnaire for customers
1) Have you heard about Mahindra Bolero?
Yes
No
2) Fromwhere did you hear about it?
Hoardings/newspapers
TV/Radio
Internet
Family/Friends
Other source
3) How often have you heard about it/seen it?
Many times
Often
Sometimes
Never
4) Have you taken the test drive?
Yes
No
5) Are you satisfied with Mahindra Bolero?
Yes
No
6) Which factor contributes to your satisfaction the most?

44. Looks
Features
Low maintenance
After sale services
7) On a rate scale of 1-5, with 5 as best and 1 as least, rate the following
features of Mahindra bolero-
Space 1 2 3 4 5
Fuel 1 2 3 4 5
Maintenance 1 2 3 4 5
Features 1 2 3 4 5
Looks and
Comfort
1 2 3 4 5
8) Do you like this product of Mahindra?
Yes
No
Can’t say
9) Do you wish to purchasethis productof Mahindra?
Yes
No
Can’t Say
10) What is your perception aboutthe product?
Very good
Good
Average
Bad
Very bad

45. PERSONAL INFORMATION
Age
Sex
Income
Profession