A STUDY ON CUSTOMER EXPECTATIONS, PERCEPTIONS & POST PURCHASE BEHAVIOR ON MAHINDRA TWO WHEELERS

PROJECT REPORT

Submitted by
S.SURESHKUMAR (Register No: 06DBIA3105)&&(Enrolment no:6PBA11120008)

In partial fulfillment for the award of the degree of MASTER OF BUSINESS ADMINISTRATION

Under The guidance Of Dr.S.Ayyappan ,M.Com,M.B.A,M.Phil,P.hd

SRI VIGNESHWAR COMPUTER SYSTEM-POLLACHI PRIDE STUDY CENTRE(1112) PERIYAR INSTITUE OF DISTANCE EDUCATION(PRIDE) SALEM-63601

A STUDY ON CUSTOMER EXPECTATIONS, PERCEPTIONS & POST PURCHASE BEHAVIOR ON MAHINDRA TWO WHEELERS
PROJECT REPORT

Submitted by
S.SURESHKUMAR (Register No: 06DBIA3105)&&(Enrolment no:6PBA11120008)

In partial fulfillment for the award of the degree of MASTER OF BUSINESS ADMINISTRATION

Under The guidance Of Dr.S.Ayyappan ,M.Com,M.B.A,M.Phil,P.hd

SRI VIGNESHWAR COMPUTER SYSTEM-POLLACHI PRIDE STUDY CENTRE(1112) PERIYAR INSTITUE OF DISTANCE EDUCATION(PRIDE) SALEM-63601

CERTIFICATE
This is to certify that S.Sureshkumar a student of Periyar Institute of Distance Education; Pollachi has completed his project work report at Coimbatore on the topic of A Study on Customer Expectations, Perceptions and Post Purchase Behavior on Mahindra two wheelers with reference to N.Mahalingam and Company and has submitted the project work report in partial fulfillment of MASTER OF BUSINESS ADMINISTRATION of the PERIYAR UNIVERSITY -SALEM. He has worked under our guidance and direction.

-------------------------------Signature of the Candidate

---- ----------------------Signature of the Supervisor

--------------------------------------------Signature of the Coordinator

---------------------------------Signature of Internal Examiner

-----------------------------------Signature of External Examiner

ACKNOWLEGEMENT I take this opportunity to express my gratitude and profound thanks to the Director ,Periyar Institute of Distance Education(PRIDE), Periyar university ,Salem.. for granting permission to do the project. I would like to convey my thanks to Mr.Boopathy, Coordinator, PRIDE Study Centre ,Periyar University ,Sri vigneshwar computer systems ,Pollachi, for giving me the opportunity to do this project. I am grateful to Dr.S.Ayyappan , Assistant professor , P.A College of Engineering and Technology, who has helped and guided me in completion of this project work successfully. I wish to express my deepest gratitude all the staffs of Sri Vigneshwar Computer Systems, Pollachi,PRIDE Study Center for their responses and kind co-operation I would like to thank my parents, as without their help I would not have been able to undertake this research work. I also thank my friends for their continuous encouragement and cooperation.

EXECUTIVE SUMMARY
The Two-wheeler market in India is the biggest contributor to the automobile industry with the size of Rs. 100, 00 million. Todays customers are becoming harder to please. They are smarter, more price conscious, more demanding, less forgiving and collect information about many more competitors with equal or better offers. The interaction between consumer expectations and actual product performance produces either satisfaction or dissatisfaction. At the higher levels of satisfaction, customers are likely to re-purchase and even speak good of the company and its products. The Project Report A STUDY ON CUSTOMER EXPECTATIONS, PERCEPTIONS AND POST PURCHASE BEHAVIOR is conducted at N.Mahalingam and Company to identify the perception and expectation of customers regarding Mahindra two wheelers and regarding after sales service of N.Mahalingam and Company. The study aims to assess expectations, perceptions and post purchase behavior of the customers which will enable both the manufacturers and distributors to know about the customer expectations, perceptions and post purchase behavior that in turn helps to reduce the post purchase dissonance and to enhance customer satisfaction. Objectives: The objective of the study is to identify the expectations and perceptions of customers regarding Mahindra two wheelers and regarding after sales service of N.Mahalingam and Company. The study also aims to determine the gap between the expectations and perceptions of the customers and to identify the post purchase behavior of the customers. Research Design: In order to attain the objectives, a descriptive study was undertaken to ascertain the expectations, perceptions and post purchase behavior of customers. The sampling method used in the study is convenience sampling because the data for the study is collected from the customers of Mahindra Two Wheelers coming for vehicle service. Sources of information are primary and

secondary data. Primary data were collected using a questionnaire which was divided into five sections viz., demographic profile, product profile, Gap analysis for Mahindra two wheelers, post purchase behavior and gap analysis for after sales service. Findings: The study revealed that there is a gap between the expectations and perceptions of customers regarding various product features and after sale service attributes which means that the customer expectations are higher than perceptions. The gap in between the expectation and perception regarding mileage and resale value of Mahindra two wheeler is higher which means that the expectations are higher than the actual. Further the study revealed that majority (80%) of the customers will recommend others to buy Mahindra two wheeler and they prefer to go with Mahindra incase of replacement purchase.

Recommendations: From the findings it was recommended to N.Mahalingam and Company that the sales executives should reveal the facts regarding Mahindra two wheelers to customers before closing the sale. The service employees should be trained to handle customers effectively and improve satisfaction. N.Mahalingam and Company can represent the mileage drop issue to Mahindra Company for necessary action.

CONTENTS
Chapter No LIST OS TABLES LIST OF FIGURES 1 INTRODUCTION 1.1 Background 1.2 Review of Literature 1.3 Statement of the Problem 1.4 Objective of the Study 1.5 Scope of the Study 1.6 Research Methodology 1.7 Limitations 2 ORGANISATION PROFILE 2.1 History of the Organization 2.2 Management 2.3 Organization Structure 2.4 Product Profile and Market Potential 2.5 Competitive Strength of the Company 2.6 Future Plans 2.7 Description of various Functional Areas 3 INSTITUTION REPORT 3.1 Industry Position in Global Scenario 3.2 Industry Position in Indian Scenario 4 5 ANALYSIS AND INTERPRETATION CONCLUSION 5.1 Results and Discussions 5.2 Recommendation APPENDICES REFERENCES Title Page No v vii 1 1 4 8 8 8 9 9 10 10 13 15 17 20 21 21 26 26 29 33 56 56 59

LIST OF TABLES
Table No 3.1 4.1.1 4.1.2 4.1.3
4.1.4 4.2.1 4.2.2 4.2.3

Title

Page No. 28 33 34
34 35 36 36 37

Global motorcycle Production (By Country / Territory) Distribution of Respondents on the Basis of Gender Distribution of Respondents on the Basis of Age Distribution of Respondents on the Basis of Family Income Distribution of Respondents on the Basis of Educational Qualification Distribution of Respondents based on Ownership of two wheeler Distribution of Respondents based on the Year of Purchase Distribution of Respondents based on the Brand owned Distribution of Respondents based on the Brands Considered in Purchase

4.2.4

decision

37

Distribution of Respondents based on number of Services done for Mahindra

Two Wheelers Gap Analysis for Flyte Brand of Mahindra Two Wheelers Expectation Vs Perception for Mahindra Flyte Gap Analysis for Duro Brand of Mahindra Two Wheelers Expectation Vs Perception for Mahindra Duro

38

4.3.1 4.3.2 4.3.3 4.3.4

39 41 42 44

Table No
4.3.5 4.3.6 4.4.1 4.4.2 4.4.3 4.4.4 4.4.5 4.4.6 4.4.7 4.5.1 4.5.2

Title Gap Analysis for Rodeo Brand of Mahindra Two Wheelers Expectation Vs Perception for Mahindra Rodeo Distribution of Respondents based on Overall Experience Indulge in Positive Word of Mouth Indulge in Negative Word of Mouth Distribution of Respondents based on the opinion about Purchase Decision Brand preference during Replacement Purchase Distribution of Respondents based on intention to sell Cross Tab: Brand Owned Vs Overall Experience Gap Analysis for various aspects of After Sales Service Overall Experience with after Sales Service

Page No. 45 47 48 49 49 50 50 51 52 53 55

LIST OF FIGURES
Figure No 1.1 2.1 Title Category Wise Market Share in 2009-2010 Organisation Structure Page No. 1 15

2.2 2.3

Organisation Branches Service Process Blueprint

16

23

4.1

Gap Analysis for Flyte Brand

40

4.2

Gap Analysis for Duro Brand

43

4.3

Gap Analysis for Rodeo Brand

46

4.4

Gap in After Sales Service

54