CHAPTER 1:

oIntroduction Of The Study

oProblem Identification
oObjective Of The Study
oScope of the Study
oLimitation Of Study

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 INTRODUCTION
The main object of every organization is to earn more profit, to achieve this
object the organization should increase its sales by getting more customer and
the only way to get more customer is that the organization should provide
expected satisfaction to the customers.

Here the word customer satisfaction means “the utility which customer expect
from the product” and when a customer get expected utilities it is called as
customer satisfaction.

MRF manufactures the largest range of tyres in India and enjoys the highest
brand preference for superior quality, company manufactures the largest range
of tyres in India and is the market leader with the largest market share it tyre
industry.

Since 1984 MRF tyres has consistently been chosen as fitment by almost every
major vehicle manufacturer in India apart from tyres MRF also manufacturer
conveyor belts, pretreads and advanced polyurethane paints.

Here every customer of MRF is getting satisfaction and it may analyzed by the
following information

 MRF own No. 1 award for customer satisfaction by J.D Power Asia
pacific for 2001&2002

 It is also created good brand name in other countries also, and it is the
first Indian company to export tyres to the US, the very birthplace of tyre
technology. It is the first company in India to manufacture and market
Nylon tyres passenger tyres commercially.

 MRF is providing huge number of products to the customer as per the

requirement and need.

 They provide more warranties to the customers and it will shows that the
company has confident on its product.

So as per the above information it found that the customer satisfaction towards
MRF tyres is good.
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 Research Problem

1. Problems Experienced:

Contributing to 35% of the CSI score, this factor measures the quality of the car
in terms of the number of repair problems that cropped up and how often it was
returned for re-service.

2. Service Advisor:

Which related to ability of the services advisor to ability of the service advisor
to understand the problem and his promptness in attending to the customer,
contributing to 28% of the CSI Score?

3. Service Performance:

Measures the quality of the service performed as well as the dealer’s ability to
fix a problem on the first visit. It has a weight age of 26% in the CSI score and
also considers how easily spare parts are available when required.

4. Service Timing:

Affecting the score by just 6%, this time taken for a service or repair job was
responsible and if the vehicle was ready at the time promised.

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 OBJECTIVE OF THE STUDY

 To find out customer performance and expectation.

 To know customer behavior, habit. attunes toward MRF Tyres

 To understand the position of the competitors

 To determine customer satisfaction level of MRF Tyres

 To know the reason why customer buy MRF Tyres

 To know the purchasing criteria of customers in MRF Tyres

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 RESEARCH METHODOLOGY

This is chapter explain various methods & techniques used in this research
study with their suitability. This part of the research report is very much
important because it explain the methods; concept & procedures followed by
the researcher study the problem. It is helping to the reader to understand whole
the easily.

As marketing research does not address itself to basic or fundamental question it

does not quality as basic research on the country, it tackles problem, which
seem to have immediate commercial potential. In view of this major
consideration marketing research should be regarded as applied research. We
may also say that marketing research is of both types-problem solving and
problem oriented.

Marketing research is a systematic and objective study of problem pertaining to

the marketing of goods and service. It may be emphasized that is it not
restricted to any particular area of marketing but is applicable to all its phases
and aspects

The American Marketing Association (AMA) has defined Marketing research

follows Marketing research is the function which the consumer, Identify and
define marketing opportunities &problems; generate, refine and Evaluate
marketing actions; monitor marketing performance; and improve Understanding
of a market as a process.

Marketing Research specified the information required to address these issues;

designs the method for collecting information. Managers and Implements the
data collection process; analyses the results; the Communications the findings
and their implications.

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RESEARCH DESIGN:

Detailed and structured questionnaire was designed.

Survey a sample of 100 customers.

The methodology developed was Primary and Secondary research.

The  questionnaire  was  designed  to  get  information  from  customers

about their satisfaction and overall opinion about MRF Tyres.

METHOD OF DATA COLLECTION

There are two types of data

 Primary data: -

“Primary data is the data which is collected by the research at first hand.”

Sources

To collect primary data the questionnaire system is uses through market survey.
Structured non disguised questionnaire is applied in which question are listing
in prearranged on paper and where the object of inquiry is revealed to the
respondent I have contacted the customer and interviewed them by personally &
by telephones. The analysis of the collected data through questionnaire is given
in the later part of the project.

 Secondary data:- “Secondary data whether internal or external is the

data already collected by others for propose other then solution of the
problem at hand” Secondary sources are

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PRE-TESTING:

A pre- testing is small-scale replica of the main study. It dresses a rehearsal and
provides guidance on the following matter.

1. The adequacy of the sampling frame to be followed for the survey.

2. It helps the researcher in selecting the data collection method.

3. It gives prior knowledge about the population to be sampled.

4. The pre0testing helps the researcher in checking the validity of the

questionnaire and in redesigning of the same.

5. It also provides training to the researcher for interviewing.

SAMPLING PLAN:

A number of decision & task are including in sampling and it is the procedure
required right from defining a population selection of sample element.

SAMPLE SIZE

I have used proportionate random sampling to select the respondent from the
entire population. I have conducted a pilot survey by interviewing 100
respondents. I have taken whole Aurangabad city as sample frame for
conducting research.

SAMPLE METHOD:

Select randomly, it is helpful in finalization of the questionnaire and also in

knowing standard error or core element. How this survey has become useful to
me in deciding the sample size decision.

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 LIMITATION OF THE STUDY
A good report describes and explains the results derived at through the
study. As a result, whatever limitation occurs in the study, also creep into the
report and become the limitations of the report. In Short, it can be said that a
study is as accurate as the limitations of its study. Every project has its own
limitations and so did mine. I have listed a few of the limitation of my studies
below:

1. The survey was limited only to the physical boundaries of the city of
Aurangabad and there by limited in the population studied.

2. The time period of the survey being only two months, it was not possible
to conduct a highly in-depth and detailed study, which in turn might
affect the findings.

3. Different people have different thought process and different attitudes. As

a result, their manner of answering the questions of the study differs.
Therefore, the answers received were sometimes good while sometimes
they were negative.

4. Due to unavoidable circumstances, the study had to be stopped mid- way

for some time.

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 CHAPTER 2

o Review of Literature

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 Review of Literature

Since 1984 MRF tyres has consistently been chosen as oem fitment by almost
every major car manufacturer in India apart from tyres MRF also manufacturer
conveyor belts, pretreads and advanced polyurethane paints The milestones
achieved while being such a progressive and vibrant company, is also
recognized by the corporate world through a number of awards like. Voted as
one of the Indian most admired marketing companies by A & M leading
advertising and marketing and marketing journal. No. 1 award for customer
satisfaction by J.D Power Asia pacific for 2001&2002 Most ethical company in
India by business world, a leading business magazine.

MRF manufactures the largest range of tyres in India and enjoys the highest
brand preference for superior quality, company manufactures the largest range
of tyres in India and is the market leader with the largest market share it tyre
industry.

1946 - A year to remember… India was on the threshold of independence. A

young entrepreneur, K.M. MammenMappillai, opened a small manufacturing
unit where balloons, latex cast squeaking toys and industrial gloves were
manufactured… little did he realize then that the company he started would
grow to become the no.1 tyre manufacturer in India.
MRF established its first office in 1949 at Chennai, Tamil Nadu, and India. The
company began as a manufacturer of toy balloons and other rubber products and
then later on moved to manufacture tyres in 1961.

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 CHAPTER 3

o PRODUCT REVIEW
o ORGANISATIONAL PROFILE

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 PRODUCT PROFILE

1946 - A year to remember… India was on the threshold of independence. A

young entrepreneur, K.M. MammenMappillai, opened a small manufacturing
unit where balloons, latex cast squeaking toys and industrial gloves were
manufactured… little did he realize then that the company he started would
grow to become the no.1 tyre manufacturer in India.
MRF established its first office in 1949 at Chennai, Tamil Nadu, and India. The
company began as a manufacturer of toy balloons and other rubber products and
then later on moved to manufacture tyres in 1961.

Today MRF is into a league of its own with: MRF manufactures the largest
range of tyres in India and enjoys the highest brand preference for superior
quality, company manufactures the largest range of tyres in India and is the
market leader with the largest market share it tyre industry.

Since 1984 MRF tyres has consistently been chosen as oem fitment by almost
every major car manufacturer in India apart from tyres MRF also manufacturer
conveyor belts, pretreads and advanced polyurethane paints The milestones
achieved while being such a progressive and vibrant company, is also
recognized by the corporate world through a number of awards like. Voted as
one of the Indian most admired marketing companies by A & M leading
advertising and marketing and marketing journal. No. 1 award for customer
satisfaction by J.D Power Asia pacific for 2001&2002 Most ethical company in
India by business world, a leading business magazine.

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PRODUCT CATEGORY IN TWO WHEELER SEGMENT

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 Awards and Achievements

In 2000, MRF launched smile campaign on

Indian roads.

MAJOR MILESTONES OF MRF COMPANY

The company has stood Himalayan height in the tyre industry. It grabbed all most all
prestigious awards in ORGANISATION PROFILE
the key areas like production, customer satisfaction, exports
and many more.
MRF: A tough brand

An enterprise that started as a toy balloon maker in 1946 in South India quickly
grew to become one of India’s biggest and respected companies. Renowned for
product superiority and innovation, MRF continues to be the leading tyre maker
in India.
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MRF crossed the INR 3 bn mark and also became the No 1 tyre company in
India. MRF legend the premium nylon car tyre was introduced.

The MRF pace foundation was set up with international pace bowler, Dennis
Lilli as its director. Not long thereafter, pace bowlers trained at the foundation
were selected for the Indian cricket team. In the year 1989, MRF was the clear
market leader in every tyre segment. Once again in recognition of excellence,
MRF was awarded the Vishweshwarayya award for the Best business house in
India.

MRF collaborated with Hasbro Intl USA, the world’s largest toy makers, and
launched funskool in India. Company also entered into collaboration with
Vapocure, Australia to manufacture polyurethane paint formulations and with
Pirelli muscleflex, conveyor, and elevator belting.

MRF also opened the MRF tyredrome, India’s first tyre company owned wheel
care complex at Madras.

MRF brought the 6th world cup boxing championship to Mumbai the first of its
kind- with 39 countries participating. In 1993 & 1995 the company was voted
by the far eastern economic review as one of the ten leading corporate groups in
India and a leader in Asia. During the same time MRF was selected as one of
India’s most admired marketing companies by the readers of the A&M
magazine.

The company’s turn over crossed INR 15 bn in the year 1995.In 2000, MRF
launched smile campaign on Indian roads. It also launched ZVTS tyres for
passenger cars in 2000.

MRF wins JD power award in 2003 & 2004. So far it has taken 6 JD awards.

CHAPTER 4

o DATA ANALYSIS
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 Data Analysis

I have conducted marketing survey on 100 customer to analysis their

satisfaction level, for this purpose I have prepared a questionnaire to collect the
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information from them. Among these 100 customers, only some of them

responded as per that now we will see the analysis of the collected data.

Analysis of data is a process of inspecting, cleaning, transforming, and

modeling data with the goal of discovering useful information, suggesting
conclusions, and supporting decision making. Data analysis has multiple facets
and approaches, encompassing diverse techniques under a variety of names, in
different business, science, and social science domains.

Data mining is a particular data analysis technique that focuses on modeling

and knowledge discovery for predictive rather than purely descriptive
purposes. Business intelligence covers data analysis that relies heavily on
aggregation, focusing on business information. In statistical applications, some
people divide data analysis into descriptive statistics, exploratory data
analysis(EDA), and confirmatory data analysis (CDA). EDA focuses on
discovering new features in the data and CDA on confirming or falsifying
existing hypotheses. Predictive analytics focuses on application of statistical or
structural models for predictive forecasting or classification, while text
analytics applies statistical, linguistic, and structural techniques to extract and
classify information from textual sources, a species of unstructured data. All
are varieties of data analysis.

SECTION A
1. Gender:

Response Male Female Total

Number Of 85 15 100

Respondent

Percentage (%) 85 15 100

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Interpretation

The above graph says 85% of the responders were male, and 15%of the
responders were female. Responders were choice randomly in Aurangabad
city.

2.Occupation:

Response Student Business Service Total

Number Of 40 30 30 100

Respondent

Percentage (%) 40 30 30 100

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Interpretation

The above graph says 37% of respondent were Student, 30% of responders
occupation were Business. 28% of responders were service occupation and 5%
of responders were Unemployed.

Section B
1. Do you have vehicle.

Response Yes No Total

Number Of 87 13 100
Respondent

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 Percentage (%) 87 13 100

Interpretation:

From above data I analyze that out of 100 respondents 87 have their own

vehicle and 13 do not have vehicle.

2. What is present fitment you have in your vehicle?

Response MRF Apollo Good Year Others Total

Number Of 57 18 21 4 100
Respondent

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 Percentage 57 18 21 4 100
(%)

Interpretation:

From above survey 57% of respondents have MRF tyres in their present

vehicles. 21% have Good year, 18% have Apollo tyres and 4% have other

company tyres in their vehicles.

3. From where did you buy it?

Response Showro wholesaler Retailer Mechanic Others Total

om shop
Number Of 42 23 29 2 4 100
Respondent
Percentage 42 23 29 2 4 100
(%)

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 Interpretation:

From above data I came to know that 42% respondents had purchased tyer from

showroom, 23% from wholesaler on further analysis I found that 29% had buy

tyre from retailer, 4% from mechanic shop and 2% from others.

4. Mostly when you change your vehicle tyre.

Response After one After two year After three After four year Total
year year
Number Of 30 34 26 10 100
Respondent
Percentage 30 34 26 10 100
(%)

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Interpretation:

30% of respondent said that they change their tyres after one year. 34% which is

maximum have said that they change after two years, 26% have marked on after

three years and 10% which is minimum they told that they change their tyres

after four years.

5. The following tables shows the factors which motivated the

customer to purchase the “MRF TYERS”

Response Number Of Percentage (%)

(Factors) Respondent

Friends 16 16

Brand Image 18 18

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 Advertisement 18 18

Relatives 16 16

Self-decision 32 32

Total 100 100

Interpretation:

The above table & graph shows that 32% of customers have purchased MRF
Tyres by their own decision. 16% customers have purchased MRF Tyres by
their Friends recommendation.18% customers have purchased MRF Tyres by its
Brand Image.18% customers have purchased MRF Tyres on the basis of
Advertisement. 16% customers have purchased MRF Tyres on their Relatives
recommendation.
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 6. The following tables shows the level of satisfaction of customer

need/purpose of purchasing “MRF TYRES”

Response Fully Satisfied Satisfied Dissatisfied Fully Total

dissatisfied
Number Of 46 34 14 6 100
Respondent
(Customers)
Percentage 46 34 14 6 100
(%)

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 Interpretation:

The above graph shows that, 46% of people are fully satisfied with the purchase
of MRF tyres.34% of people are just satisfied with the purchase of MRF
tyres.14% of people are dissatisfied with the purchase of MRF tyres.6% of
people are fully satisfied with the purchase of MRF tyres.

7. As compare to other tyres the “MRF TYRES” are rated as below.

A) Price of Tyres

Response Strongly Satisfied Not Satisfied Fully Not Total

Satisfied Satisfied
Number Of 30 32 20 18 100
Respondent
(Customers)
Percentage 30 32 20 18 100
(%)

Interpretation:

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 30 % of customers are strongly satisfied with the price of MRF tyres.32 % of

customers are satisfied with the price of MRF tyres.20 % of customers are not

satisfied with the price of MRF tyres.18 % of customers are fully not satisfied

with the price of MRF tyres.

B) Quality Of Tyres:

Response Strongly Satisfied Not Satisfied Fully Not Total

Satisfied Satisfied
Number Of 46 30 16 08 100
Respondent
(Customers)
Percentage 46 30 16 08 100
(%)

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 Interpretation:

46% of customers are strongly satisfied with quality of the tyres.30% of

customers are satisfied with quality of the tyres 16% of customers are not

satisfied with quality of the tyres8% of customers are fully not satisfied with

quality of the tyres

C) Durability of Tyres

Response Strongly Satisfied Not Satisfied Fully Not Total

Satisfied Satisfied
Number Of 46 32 14 08 100
Respondent
(Customers)
Percentage (%) 46 32 14 08 100

Interpretation:
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 46% of customers are strongly satisfied with durability of tyres. 32%of

customers are satisfied with durability or tyres14%of customers are not satisfied

with durability or tyre9%of customers are fully not satisfied with durability of

tyres.

D) Performance Of Tyres:

Response Strongly Satisfied Not Satisfied Fully Not Total

Satisfied Satisfied
Number Of 42 34 14 10 100
Respondent
(Customers)
Percentage 42 34 14 10 100
(%)

Interpretation:

42%of customers are strongly satisfied with performance of tyres. 35% of

customers are just satisfied with performance of tyres. 14% of customers are not
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 satisfied with performance of tyres.9% of customers are fully not satisfied with

performance of tyres.

E) Mileage Of Tyres:

Response Strongly Satisfied Not Satisfied Fully Not Total

Satisfied Satisfied
Number Of 48 30 14 08 100
Respondent
(Customers)
Percentage 48 30 14 08 100
(%)

Interpretation:

48% of customers are strongly satisfied with the performance of tyres. 30% of

customers are only just satisfied with the performance of tyres. 13% of

customers are not satisfied with the performance of tyres 9% of customers are

fully not satisfied with the performance of tyres.

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 10.The following tables show why customer prefers “MRF TYRES”.

Response Quality Price Service Durability Total

Number Of 38 24 16 22 100
Respondent
(Customers)
Percentage 38 24 16 22 100
(%)

Interpretation:

38% customers prefer the MRF tyres due to the good Quality24% customers

prefers the MRF tyres due to the reasonable price. 22% customers prefer the

MRF tyres due to its durability.16 % customers prefers the MRF tyres due to its

service.

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 CHAPTER.5

o SUMMARY
o FINDINGS
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 o RECOMMENDATION
o BIBLIOGRAPHY
o APPENDIX

Summary
After analyzing the MRF Company’s working capital policy industry groups to
examine the relative relationship between their aggressive/conservative
working capital policies. Regarding the degree of aggressive asset
management, the industries had distinctive and significantly different policies.
In addition, the relative nature of the asset policies between industries
exhibited remarkable stability over the four year study period. Industry policies

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concerning the relative degree of aggressive liability management also were
significantly different, but not to the same extent or with the same stability.
Interestingly, this study also showed a high and significant negative correlation
between industry asset and liability policies. In general, it appears that when
relatively aggressive working capital asset policies are followed they are
balanced by relatively conservative working capital financial policies.The
profitability of MRF companies has a correlation to key raw materials like
rubber and crude which account for approximately 70% of costs. There is a
respite in prices of key raw materials. However, the future remains uncertain.
Liquidity and high interest costs is another area of concern and .the company is
focusing on cost reduction and cost optimization process across the plants.

There is asignificant quantity of data contained with this report where a number
of different conclusions can be drawn. Each of these conclusions should
beconsidered within the context of the data limitations outlined within the report
and the number of MRF sampledand approach taken. A number of statistical
relationships have been identified, but these should be interpretedwith caution
due to the potential inter-relationship between these, in many cases there are a
range of factorsthat appear to correlate with material quality which cannot be
accounted for in the same analysis and therefore a triangulated approach is
required to take an informed view of the actual factors causing this change.
FINDINGS

 Out of 100 respondents 87 have their own vehicle and 13 do not have
vehicle.

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  57% of respondents have MRF tyres in their present vehicles. 21% have
Good year, 18% have Apollo tyres and 4% have other company tyres in
their vehicles.

 42% respondents had purchased tyer from showroom, 23% from

wholesaler on further analysis I found that 29% had buy tyre from
retailer, 4% from mechanic shop and 2% from others.

 30% of respondent said that they change their tyres after one year. 34%
which is maximum have said that they change after two years, 26% have
marked on after three years and 10% which is minimum they told that
they change their tyres after four years.

 32% of customers have purchased MRF Tyres by their own decision.

16% customers have purchased MRF Tyres by their Friends
recommendation.18% customers have purchased MRF Tyres by its Brand
Image.18% customers have purchased MRF Tyres on the basis of
Advertisement. 16% customers have purchased MRF Tyres on their
Relatives recommendation.

 46% of people are fully satisfied with the purchase of MRF tyres. 34% of
people are just satisfied with the purchase of MRF tyres. 14% of people
are dissatisfied with the purchase of MRF tyres. 6% of people are fully
satisfied with the purchase of MRF tyres.

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  30 % of customers are strongly satisfied with the price of MRF tyres.32
% of customers are satisfied with the price of MRF tyres.20 % of
customers are not satisfied with the price of MRF tyres.18 % of
customers are fully not satisfied with the price of MRF tyres.

 46% of customers are strongly satisfied with quality of the tyres.30% of

customers are satisfied with quality of the tyres 16% of customers are
not satisfied with quality of the tyres 8% of customers are fully not
satisfied with quality of the tyres

 46% of customers are strongly satisfied with durability of tyres. 32% of

customers are satisfied with durability or tyres 14%of customers are not
satisfied with durability or tyre 9%of customers are fully not satisfied
with durability of tyres.

 42%of customers are strongly satisfied with performance of tyres. 35% of

customers are just satisfied with performance of tyres. 14% of customers
are not satisfied with performance of tyres.9% of customers are fully not
satisfied with performance of tyres.

 28% of customers are fully satisfied. 42% of customers are satisfied 16%
of customers are not satisfied 14% of customers are fully not satisfied.

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 RECOMMENDATIONS

 The company should reduce the price of there products.

 Improve the distribution network and make available the products in

needed time of customers.

 Company always keeps some prizes and gifts to attract the customers.

 The products should advertised in the Regional TV channels and in

leading newspaper must

LIMITATIONS

1. Due to respondents busy schedules, the interests shown by respondents to

answer the questionnaire may be less. This may have resulted in
collecting inaccurate information.

2. Due to time and cost constraint the sample size selected is 100.

3. The selected sample size is small as compared to the total number of

customers. Hence the obtained result may not be accurate as it may not
represent the whole population.
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4. The project is open for further improvement of the work.

BIBLIOGRAPHY

To complete this project I have referred the following books:

The Handbook of Customer Satisfaction and Loyalty Measurement

Customer Satisfaction: The Customer Experience

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Customer Satisfaction Measurement Simplified

www.google.co.in

WWW.WIKIPEDIA.ORG/WIKI/MRFTYRES

WWW.MRFTYRESINDIA.COM

APPENDIX

DEPARTMENT OF COMMERCE & MANAGEMENT SINCE, AURANGABAD

Dear Respondent:

I am a Student Of Maulana Azad College studying in BBA III year. I am required to undertake a
project in partial fulfilment of the award of BBA degree.Therefore, I need your help in this regard by
filling up this questionnaire. I assure you that response given by you will be kept confidential..

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Customer Satisfaction Survey Of MRF TYRES In Aurangabad city.
RESPECTED Sir/Madam, (Please tick ( ) appropriate answer in the box / space)

1.Customer Introduction:

a. Name : _____________________________________________

b. Address : _____________________________________________

_____________________________________________

c. Occupation / Job: _____________________________________________

2. Do you have vehicle

A: Yes [ ] B: No [ ]

3. What is present fitment you have in your vehicle?

A: MRF [ ] B: Apollo [ ]

C: Good Year [ ] D: Other [ ]

4. From where did you buy it?

A: Showroom [ ] B: Mechanic Shop [ ]

C: Wholesaler [ ] D: Other [ ]

5. Mostly when you change your vehicle tyre?

A: After one year [ ] B: After two year [ ]

C: After three year [ ] D: After four year [ ]

6. Which factors motivated you to purchase “MRF TYRES”?

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 A: Friends [ ] B: Brand Image [ ]

C: Advertisement [ ] D: relatives [ ]

E: Self decision [ ]

7. To what extent the “MRF TYRES” has satisfied your purpose / need?

A: Fully Satisfied [ ] B: Satisfied [ ]

C: Dissatisfied [ ] D: Fully Dissatisfied [ ]

8. As compare to other tyres how do you rate the following characteristics of your

“MRF TYRES”

Characteristics Fully Satisfied Satisfied Dissatisfied Fully Dissatisfied

Price

Quality

Durable

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Performance

Mileage

9. Give your valuable suggestions to improve “MRF TYRES”?

A: __________________________________________________

B: __________________________________________________

C: __________________________________________________

THANK YOU

SIGNATURE…

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