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BRAND AWARNESS OF

MAHINDRA XYLO IN AN AROUND SILIGURI

FROM KHOKAN MOTORS

SUBMITTED ON PARTIAL FULFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

PREPARED BY

NAME: PRAMIT CHHETRI

ROLL NO: 75/BBA/06714

DATE: 05!06!"010

EXTERNAL GUIDE INTERNAL GUIDE

(ARCHANA DIA#) (SU$AMAY BHOWMICK)

SUBMITED TO

INFORMATION TECHNOLOGY CENTRE

UNI$ERSITY OF NORTH BENGAL

DAR%EELING: 7&401&
http://images.google.co.in/imgres?imgurl=http://www.topnews.in/files/mahindra_logo1.jpg&imgrefurl=http://www.topnews.in/mahindra-bae-systems-ink-military-vehicles-jv-2241394&usg=__rDHELT3drFYXRej5hKh06aUoUws=&h=133&w=223&sz=7&hl=en&start=4&sig2=Xz8uIT8q8uOlLwFhQly1YQ&um=1&itbs=1&tbnid=vui9yVBIUisAQM:&tbnh=64&tbnw=107&prev=/images?q=LOGO+OF+MAHINDRA&um=1&hl=en&sa=N&tbs=isch:1&ei=Ih-hS5KQIdG_rAe4s-3ODA



DECLARATION

I do hereby declare that this project is submitted by me for partial fulfilment of

the Bachelor of Business Administration, Information Technology Centre, North Bengal

Uniersity! The project report is e"clusiely prepared by me and has not been submitted

to any other Institution or published any#here before!

$AT%&' INATU*%&'

I.T. CENTRE, N.B.U



ACKNOWLEDGEMENT

At the ery outset, I #ould li+e to than+ my family #hom I o#e a much!

I am really grateful to rs Archana $ia- ,sales anager of .ho+an otors for

her guidance to underta+e this project and enabling me to turn my dream to reality!

I e"press my deep sense of gratitude to my internal guide, r! uamay Bho#mic+,

lecturer Information Technology Centre, Uniersity of North Bengal for his help and

adice during the preparation of this project!

/inally, I #ould li+e to than+ all others #ho directly or indirectly help me to

accomplish my project #or+!!

$AT%&' INATU*%&'

I.T. CENTRE, N.B.U



PREFACE

0roject #or+ is something that eery anagement student should carry out

seriously at any organi-ation irrespectie of their topic they choose to do! This is a part

of complete management study and carrying out such a project #or+ is re1uired by the

e"amination and ealuation $epartment of different Uniersities necessary for the

partial fulfillment of B!B!A! course!

Carrying and completing such a project #or+ is not an easy tas+! 2ne must be

careful before gathering the data re1uired other#ise the ery essence of the project #ill

get lost in the mid#ay and the real and correct idea #ill remain une"posed before the

reader!

I too+ my project in ar+eting on Brand a#areness of ahindra 3ylo from .ho+an

otors, iliguri! I had tried to compile the clear picture regarding the leel of brand

a#areness, measure to increase and retain the brand a#areness, and the adertising and

the promotional tools effectie for enhancing the a#areness leel of the potential

customers!

The project has played a significant role in my life in gaining +no#ledge in mar+eting

field!

I.T. CENTRE, N.B.U



CONTENTS PAGE NO'

INT*2$UCTI2NIntroduction 2f The 0roject 4'5

Introduction 2f The Company 6'47

N%%$ /2* TU$8 44'45

TAT%%NT 2/ T9% 0*2B:% 46

2B;%CTI



Brand a#areness is the consumersD ability to recognise or recall (identify)

the brand #ithin a gien product category in sufficient detail to ma+e a purchase

decision! This also means that the consumers can propose, recommend, choose, or use

the brand! The objecties of most adertising campaign are to create and maintain

brand preference! The first step is to ma+e potential consumers a#are of a brandsD

e"istence!

2ne of the prominent goals of any business should be to build brand image

and a#areness of its product, albeit in as cost E effectie manner as possible! Consumer

tends to ma+e purchasing decision based on peer recommendation and direct

e"perience, as #ell traditional adertising methods!

The project aims to#ards increasing the brand a#areness since its one of the

effectie tool to effect the final purchase decision and the olume of sales! I had used

the topic to find out or measure the brand a#areness leel among the customers and the

#ays to increase its a#areness!

I.T. CENTRE, N.B.U Page 1

ahindra #ho has entered the motor industry initially to manufacture general'

purpose utility ehicles, ahindra F ahindra (F) #as first +no#n for assemblingunder licence of the iconic ?illys ;eep in India! The company later branched out into

manufacture of light commercial ehicles (:C



In this project, I #ent into a search for details regarding the brand a#areness of

ahindra 3ylo and its acceptance rate and the promotion effectieness!

The analysis #as done #ith the help of the data collected through 1uestionnaire

ta+ing the sample si-e of >7 in an around siliguri! As the brand a#areness is directly

associated #ith promotion strategy ta+en by the company its effectieness is ealuated

and the steps to increase the a#arness leel of the customers are considered!

Therefore I hae used arious tools and techni1ues for the purpose of analysis of

the data and hae tried to thro# a clear light to#ards the leel of brand a#areness of

ahindra 3ylo and the measures to increase its a#areness and to ealuate the best

media of communication for the purpose!


INTRODUCTION OF THE COMPANY

A()*+ M,-., 2 M,-.,

T3 P*(. C)8,3

F)* 145

H,9*,+ M*8(,.; I.,



K3 P) K-*( M,-., D.+)=

I*+3 A*+)8)+.? @,8 E9*.8+

R?* US 10 (..)



ahindra F ahindra gre# from being a ma+er of army ehicles to a major

automobile and tractor manufacture! It has ac1uired plants in China and the United

+ingdom, and has three assembly plants in the UA! F has partnerships #ith

international companies li+e *enault A, /rance and international Truc+ and %ngine

Corporation, UA!

F has a global presence and its products are e"ported to seeral countries! Its

global subsidiaries include ahindra %urope rl! based in Italy! ahindra UA Inc,

ahindra outh Africa and ahindra (China) tractor Co! :td!

F is one of the leading tractor brands in the #orld! It is also the largest

manufacturer of tractors in India #ith sustained mar+et leadership of oer 5> years! It

designs, deelops, manufactures and mar+ets tractors as #ell as farm implements!

ahindra tractors (China ) Co! :td! anufactures tractors for the the gro#ing Chinese

mar+et and is a hub for tractor e"ports to the UA and other nations! F has a 477H

subsidiary, ahindra UA, #hich assembles products for the American mar+et!


F made its entry into the passenger car segment #ith the :ogan in April 577under the ahindra *enault joint enture! F #ill ma+e its maiden entry into the

heay truc+s segment #ith ahindra Naistar, the joint enture #ith International

Truc+, UA!

FDs automotie diision ma+es a #ide range of ehicles including U


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At the 577 $elhi Auto ho#, ahindra %"ecuties said the company is pursing

an aggressie product e"pansion program that #ould see the launch of seeral ne#

platforms and ehicles oer the ne"t three years, including an entry' leel U777 models!

The U based *eputation Institute recently ran+ed ahindra among the top 47

Indian companioes in its lobal 577& The ?orlds best Corporate *eputationsDlist!

A,:!

4! Bombay Chamber ood Corporate Citi-en A#ard for 577@'7

5! Business#orld /ICCI'%$/ Corporate ocial *esponsibility A#ard ' 577

6! $eming 0ri-e

=! ;apan Juality edal in 577


M):!

ahindra Bolero

ahindra Bolero Camper

ahindra Bolero Inspira

ahindra Bolero tinger Concept

ahindra corpio



ahindra corpio ate#ay

ahindra corpio /irst

ahindra 3ylo

ahindra legend

ahindra >>7 3$

ahindra'*enault :ogan (in cooperation #ith *enault)

ahindra A"e

ahindra ajor

ahindra ouenir Concept

ahindra Commander

ahindra rand



/inancial erices

Information Technology

Infrastructure $eelopment

After'ar+et

T#o'?hellers

ahindra 0artners $iision

peciality erices

C)88*.+3 I.+.,+.?

ahindra United ?orld College 2f India

ahindra united, a football club based in umbai, aharasthra

ahindra /oundation


LAUNCHING OF MAHINDRA

XYLO

To build a car that has eerything the customerDs #ants, it is essential to

understand #hat he #ants first!



This had been the basic principle behind the 3ylo! They started #ith the

customer! To this end they spent time #ith car users, across the country, obsering their

interaction #ith cars! ?e #atched ho# they entered ehicles, #hat they did inside, #hat

they loo+ed for! They noted do#n complaints and identified need gaps!

And then they started building the 3ylo from the inside out! This is the first time

in India #here passenger compartment #as designed #ell before the e"teriors of the car!

%ery single learning #as incorporated on a #ooden buc+ (a moc+ car interior #ith

instrumental panel, steering #heel and seats)! This #as then tested #ith car customers

for further feedbac+ and only after integrating eery desired feature into interior did #e

start #ith the e"terior!

The result #as a car that #as fluent in form and function! A car that #as truly

#orld class and a car that #as in sync #ith the peoples re1uirements!

a+ing the ahindra 3ylo meant challenging the limitations of eery car before

it! It meant determining the needs of our consumers and pioneering technologies to

meet those needs! The ahindra 3ylo #as meant to be built around you, out of your

needs!


It too+ 4@7 engineers to do just that! %ngineers that #ere handpic+ed from across

the country! %ach of them regarded as an e"pert in their o#n field of automobile

deelopment! The engineers spent time #ith customers across the country, obsering

their interaction #ith ehicles! They identified need gaps and inented solutions to fill



in these gaps and the result #as IndiaDs first car to be built out! %ery need #as catered

to, eery re1uirement met and once the interiors #ere done, the e"teriors began!

A lot of research and deelopment has gone into bringing the ahindra 3ylo

from the dra#ing board to on roadD! And eery manufacturing process has been

optimised to handle this special carDs special re1uirements! :i+e the body assembly

procedures that are fully automated to ensure incredible leels of accuracy! o you can

be sure that e"tra thought and effort hae gone into ma+ing the ahindra 3ylo perfect

in eery #ay!

ahindra F ahindra :imited launched their latest ulti



%ngine m%agle C*$e m$I C*$e

/uel $iesel $iesel

Injection Common rail Common rail

%ngine capacity (cc) 5=G 5=G

0o#er 6!5+? (445 bhp)M677rpm

@G!>+? (G> bhp)M6@77 rpm

Tor1ue 5@7Nm M477'6777rpm 557Nm M4=77'5@77

rpm

/ront Bra+e $isc $isc

*ear Bra+e $rum $rum

/ront uspension Independent coil spring Independent coil spring

*ear uspension ulti'lin+ coil spring ulti'lin+ coil spring

Turning radius (m) >!= >!=

Tyre si-e 54>>*4> (64 mm) 57>@>*4> (64 mm)




NEED FOR THE STUDY

Today costumers are facing a gro#ing range of choice in the different brands of

products and serices! They are ma+ing their choice on the basis of their perceptions ofbrand, 1uality serice and alue!

The company has to adopt strategies to +eep brand in consumerDs memory! A

strong brand a#areness means easy acceptance of ne# products! An organi-ation has to

measure the leel of a#areness of the potential customers and has to adopt different

strategies to enhance the a#areness leel and to identify the appropriate promotional

tool!

Brand a#areness is asset #hich brand managers create and enhance to build

brand e1uity! It is related to the nature and features of product! It leads to brand strength

#hich is constituted by measuring the ariable li+e leadership, stability, ar+et,

geographic, trend, support and protection etc

Creating brand a#areness #ith the use of adertising, promotion eent

management etc a different brand has different +ind of a#areness #hich retains

recognition!

Brand a#areness satisfies a need of the consumer! A consumer as aims,

ambitions, motiation dries and desire! Consumer feels more po#erful #hen he uses

the brand! atisfactions or preference for a brand sho#s ho# loyal the consumer is

li+ely to be brand!




STATEMENT OF THE PROBLEM

In the emerging +no#ledge based economy it has become necessary to +no# ho#

much mar+et po#er lies #ith the brand name! The study of brand a#areness is essential

in mar+eting planning! Customer needs and preferences +eep changing #here brands

ultimately command customerDs loyalty!

The realistic side of the problem is to +no# the acceptance leel of the brand

a#areness to#ards the product! This study #ill help us to understand the brand

a#areness and #hat problems are being faced by the consumers, to #hich appropriate

measures to be ta+en to sole the problems!

This project has mainly been ta+en up to understand the brand a#areness, buying

moties to ensure the KBrand a#areness to#ards ahindra 3yloL apart from this, it is

to understand the ne# opportunities in the mar+et for the improement of brand

a#areness and sales to#ards the products




OB%ECTI$ES OF THE STUDY

The main objectie of any business is to ac1uire larger mar+et share ,or higher

percentage of sales in the Industry, This could be only achieed by building a higher

percentage of brand loyal customers!

Any company can surie through the stiff competition of the mar+et if its has

brand loyal customer! Today many major companies in the mar+et has brand loyal

customers and they adopt many strategies to maintain and improe there branded

e1uity! ?ithout creating a proper Brand a#areness they cannot build brand image!

trong brands help build the corporate image and also by ma+ing it eager for the

companies launch ne# brands! Today brands are treated, as major enduring assets of a

company'more oer brand e1uity are major contributor to customer e1uity! This all can

happen only there is proper brand a#areness!

The light four #heeler industry has been e"panding rapidly are gone the day

#hen possessing a small and mid'si-e cars #as seen as a lu"ury! No# days it is ie#ed

as a mere necessity!




The study has been conducted with the following objectives

in mind:-

To judge the a#areness leel of the prospect customer!

To +no# ho# they are a#are regarding the product!

To judge in #hich #ay they hae deeloped the a#areness!

To judge #hich promotional tool is effectie to increase the a#areness

leel among the people!

To see #hether brand a#areness influences the buying behaiour or not!

What facto! a"# $a%a&'e! of &a"# %"()e"ce the* to +)cha!e.

To "o- ho- to *a%"ta%" a"# %*+o$e &a"# a-ae"e!! a"# to

&)%'# &a"# 'oa't.




RE$IEW OF LITERATURE

Uaisui .B, Calicut conducted a study on Brand A#areness, #ith special

reference to aruti *it- at Indus otors in his study he tried to find out the Kinfluence

of Brand A#areness on buying behaiourL and through his e"tensie analysis concluded

that brand a#areness has a real and significant influence on the buying behaiour of the

customers!

adu+ar N conducted a study on K Brand A#areness to#ards antro 9yndaiL

from A8 9yndai in the city of




PRIMARY DATA:!

0rimary data has been collected through 1uestionnaires! The 1uestionnaire #as

mostly related to the brand a#areness to#ards ahindra 3ylo on different feature such

as the model, price, effectieness of the brand etc!

SECONDORY DATA:!

econdary data has been ta+en from bello# sources&

4! *eports

5! 0amphlets

6! Adertisement

=! Ne#spapers

>! Internet




SAMPLING:!

The sample of >7 has been chosen randomly from in an around siliguri, the people

residing in an around siliguri are considered as the population for the study!

SAMPLE SI#E:!

The sample si-e of >7 is selected randomly! The study re1uires on in depth surey

and +een obseration in collecting data regarding the brand a#areness leels of

ahindra 3ylo!

SAMPLING TECHINIUE:!

2nly simple random sampling techni1ue is adopted in selection the sample! In

this techni1ue, each and eery unit of the population has on e1ual opportunity of being

selected in the sample

DATA COLLECTION PROCESS:!

Based on need and objecties, types of data re1uired for study and other sources of

data are identified!




D,+, , )+ .+- +- - )@ +- 9*+.),.


$ata

0rimary $ata

2bseration

Juestionnaire

econdary

$ata

Inside the

2rgani-ation

Ne#s

:etters

$ocuments

2utside the

2rgani-ation

:ibraries,

aga-ines etc



GRAPHICAL REPRESENTATION OF SUR$EY

1=H,? 3)* -, ,()*+ M,-., X3)

SAMPLE SI#E 50

/*%JU%NC8 CA:CU:AT% 0%*C%NTA%

8% =6 =6Q477>7 @H

N2 Q477>7 4=H

A,3.&'

The project underta+en to +no# the brand a#areness leel of ahindra 3ylo

#as conducted in an around siliguri #ith the sample si-e of >7 through 1uestionnaire

#hen the respondent #ere as+ about #hether they had heard about ahindra 3ylo or

not =6 people out of >7 responded that they had heard about the product and the rest

people had not heard about the product henceforth @H of people had heard about the

product #hich means that the product ahindra 3ylo is a #ell recognised and to some

e"tent is a popular product among the people!

I.T. CENTRE, N.B.U Page21



"' W- -,? 3)* -, ,()*+ .+

SAMPLE SI#E:4&


Teleision 47 47Q477=6 56H

9oardings 4> 4>Q477=6 6>H

Ne#spapers F

aga-ines

Q477=6 4GH

/riends F

*elaties

> >Q477=6 45H

2thers > >Q477=6 45H

A,3.&'

ince out of the total >7 sample chosen only =6people had heard about the

product so therefore this 1uestion #as analysed ta+ing this =6 people and #hen this

people #ere as+ed about #here they had heard about the product 47 out of =6 that is

56H people responded that they came to +no# about the product through Teleision,

6>H people said they came to +no# about the product through hoardings, 4GH people

respondent that they came to +no# about the product through ne#spapers and

maga-ines and 45 H people through /riends F relaties and the rest 45H through other

sources! Therefore after the analysis it #as clear that the majority of people came to

+no# about the product through Teleision and hoardings!


&' H) )@+ -,? 3)* -, ) .+



SAMPLE SI#E:4&


any Times 47 47Q477=6 56H2ften 45 45Q477=6 5H

ometimes 4@ 4@Q477=6 6H

2thers > >Q477=6 45H

A,3.&'

#hen the sample #as as+ed about ho# often hae they heard or seen the product

47 out of =6 that is 56H people responded that they hae heard about or seen the

product many times 5H people that is 45 out of =6 people said they hae often heard

about the product ,4@ out of =6 people that is 6H of the total sample respondent that

they hae heard or seen the product sometime and 45H that is > out of =6 peopleresponded that they hae neer heard or seen the product !Therefore after the analysis it

#as seen that the majority of people hae seen or heard about the product sometimes!


4' H,? 3)* ) +- ++ .?




8es 5@ 5@Q477=6 @7H

No G GQ477=6 54H

Not ure Q477=6 4GH

A,3.&'

#hen the sample #as as+ed about #hether they li+ed the product or not 5@people that is @7H of the total sample replied that they li+ed the product and 54 H

people said they did not li+ed the product and 4G H of #ere not sure regarding their

preference, 9enceforth through the analysis it #as seen that a sufficient number of

people li+ed ahindra 3ylo!


6' D) 3)* ) , ), ,

Yes No

PERCE



SAMPLE SI#E:50


8es 4@ 4@Q477>7 65H

No 6= 6=Q477>7 @H

A,3.&'

The analysis #as made ta+ing the #hole sample i!e >7 people and #hen the

sample #as as+ed about #hether they o#n a personal car or not it #as found that 65H

of the people that is 4@ people out of the sample o#ned a personal car and the rest @H

people that is 6= people does not o#n a car after the analysis done on the basis of the

sample it #as found that not a huge number of people o#ned a personal car!


7' D) 3)* .- +) *-, M,-., X3)



SAMPLE SI#E:4&


8es Q477=6 4GH

No 4> 4>Q477=6 6>H

Not $ecided 57 57Q477=6 =@H

A,3.&'

#hen the sample #as as+ed about their #ish to purchase the product

4GH of the total sample that is people replied that they #ish to purchase the product,

6>H that is 4> people said they do not #ish to purchase the product and =@H replied

that they hae not decided anything regarding the product, after the analysis #e came to

+no# that the people #ho #ished to purchase the product is ery nominal!


' I@ ) -.- )8,. , , 3)* ,.> +) *-,



SAMPLE SI#E:4&


Tata 6 6Q477=6 H

9yndai Q477=6 4@H

Toyota 4> 4>Q477=6 6>H

aruti > >Q477=6 45H

2thers 6 6Q477=6 H

Not $ecided 47 47Q477=6 56H

A,3.&'

The analysis for this #as ta+en #ith the help of open ended 1uestion and

the people #ho #ere sureyed #ent a long #ay describing their #ishes for different

companies product #hich included a long list of li+e Tata, 9yundai, Toyota, aruti, and

etc and out of the total sample 56H replied that they hae not planned to purchase a car

and out of the long list of companies 6>H respondent laid their #ish or plan to purchase

a product of Toyota, proing that the product of Toyota are pretty much popular

amongst the people in an around siliguri!


G! W-3 ) 3)* ,+ +) *-, +-. (,



SAMPLE SI#E:4&


ileage = =Q477=6 GH

0rice 6 6Q477=6 H

Comfort 4= 4=Q477=6 66H

tyle 47 47Q477=6 56H

2thers 45 45Q477=6 5H

A,3.&'

?hen the sample #as as+ed #hy do they #ant to purchase the brand

ahindra 3ylo or #hat is the attribute #hich enforces him or her to ma+e the purchase

decision 65H responded they #ere drien by the comfort of the product, 56H mention

that the #ere drien by the style and 5H gae the other reasons and the factors li+e

price and mileage #ere highlighted ery less by the respondent!


10' D) 3)* ) +- )>) )@ M,-.,

SAMPLE SI#E:4&


8es 5 5Q477=6 @>H



No Q477=6 4@H

Not ure Q477=6 4GH

A,3.&'

?hen the sample #as as+ed #hether they +no# the logo of ahindra or

not 5 people out of =6 people that is @>H replied that they +no# the logo of ahindra

and 4@H of the sample that is > people said they do not +no# the logo of ahindra and

4GH #ere not sure!


11' C, 3)* , ,3 ,?+..> )@ M,-., X3)'

SAMPLE SI#E:4&


8es 54 54Q477=6 =GH



No Q477=6 4@H

Not ure 4> 4>Q477=6 6>H

A,3.&'

2n sureying #hether the people can recall any adertising of ahindra

3ylo it #as found that 54 people that is =5H of the total sample can recall the

adertising, 4@H that is people could not recall the adertising and 6>H replied they

#ere not sure, henceforth after the analysis it #as seen that the adertisement had been

effectie and stayed in the memory of most of the people!


1"' W-,+ . +- 8,. +-. 3)* , , @)8 +-,+ ,?+..>

SAMPLE SI#E:"1


pacious Q47754 6H

Interiors = =Q47754 4GH

tyle 6 6Q47754 4=H

Comfort @ @Q47754 5GH



A,3.&'

This 1uestion #as ans#ered by only those respondent #ho could recall

the adertising of ahindra 3ylo, this included 54 people and after the analysis it #as

found that the respondent remembered different ariables such as the carDs interiors, its

tyle, Comfort, glamour, its appearance, its features and many other things!


1&' W)* 3)* . +) )88 +-. )*+ +) )+-

SAMPLE SI#E:4&


8es 4 4Q477=6 =5H

No 5 5Q477=6 >H

Not ure 56 56Q477=6 >6H



A,3.&'

?hen the people #ere as+ed #hether they #ould recommend this product to

others4 people that is 6@H replied they #ould recommend this product to others, =H

replied in a negatie #ay , =@H that is 56 people said they #ere not sure an d4=H thatis the remaining people of the sample did not too+ part in the 1uestion!


CONCLUSION

Accomplishing this project on brand a#areness #as an e"cellent and +no#ledge

gaining e"perience for me! $espite small sample si-e for 1uestionnaire this project

helped me to +no# the ie# of customer and common people to#ards the brand

a#areness of ahindra 3ylo!

Brands are no# a central feature of consumer mar+eting, they are important in building

long'term relationships #ith the consumer, irrespectie of the type of mar+et! Their



importance is no# also being recogni-ed in other mar+ets including serice and

industrial! Inesting in a brand builds consumer confidence and loyalty and allo#s for

brand stretching! It re1uires a consistent and long'term strategy! 2nly a fe# brands hae

emerged as truly global!

In conclusion I #ould say that the brand (ahindra 3ylo) is 1uite +no#n to

peoples! ahindra 3ylo has built its brand a#areness among a relatiely large number

of people in an around siliguri! The customers are a#are largely of the product #ith the

help of Teleision and 9oardings and the product still has a #ay to increase its

adertising channels to reach the relatiely large number of people! The products

adertising in the hill stations around siliguri is relatiely less and also its a#areness!

At last I #ould li+e to than+ my project co'ordinator r! uamay Bho#mic+ and the

sales manager for their guidance and support!

I #ould also li+e to than+ all the people #ho hae been so co'operatie through out the

surey!


FINDINGS

The follo#ing details can be inferred after analysis #ith a simple si-e of >7 #hich

included customers, by 1uestionnaire method to find out the brand a#areness to#ards

ahindra 3ylo #ith reference to .ho+an otors!

The a#areness leel of ahindra 3ylo in an around iliguri is 1uite high!



The promotional strategy of ahindra 3ylo is effectie in the form of electronic

media and mass media

ost of the customers are a#are of adertising campaign that are being conducted

by ahindra 3ylo!

Brand a#areness has a real and isible impact in the buying behaiour of the people!

Though the customers are haing good a#areness leels regarding the product they

are not in a frame of mind to purchase it because of arious reasons!

ahindra 3ylo is facing a tough competition from the competitors #ith the same

+ind of products!

The scale of adertising to promote ahindra 3ylo is not satisfactory and has to

implement the arious medium to offer adertising of the product!


SUGGESTIONS

uggestions are done on the basis of finding and analysis of data collected

through 1uestionnaire&'

In order to promote sale in highly competitie auto mar+et attractie schemes

such as cash discount, complementary gift, luc+y dra#s, etc! can be gien to the

customers!



Customers should be contacted at a regular interal through phone calls and free

sericing of the cars to as+ them if they are facing any problems #ith the car as

because post sale #ith the customers may be ery important to maintain

customers satisfaction!

Adertising plays a ery important role n increasing the a#areness and in

reminding the customer about the products and serices offered by ahindra

3ylo! 9ence adertisement about the firm and its products and serices must be

aired on local T!< channels as #ell as in ne#spapers and maga-ines!

ince the people tends to forget the adertising of a particular product a reminder

message has to be enforced in a regular interal and in a proper media #hich

#ould reach a large number of potential customers!

As from the inference #e can see that the most important criteria for selection of

the car is its performance #hich includes price, mileage, speed, bra+ing

efficiency, maintenance, etc! There #ould be definite increase in the sale of the

car if this point #ould be loo+ed into and improed!




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http://www.chevrolet.com/http://www.scribd.com/http://www.questionpro.com/http://www.google.com/http://www.chevrolet.com/http://www.scribd.com/http://www.questionpro.com/http://www.google.com/



UESTIONAIRE ON

BRAND AWARNESS OF MAHINDRA XYLO

I, the student of I!T! Centre, North Bengal Uniersity, am conducting brief

surey to find out the brand a#areness leel of ahindra 3ylo! I #ould be highly

grateful to you if you #ould proide your genuine response by putting a tic+ mar+ in a

releant bo"!

I sincerely than+ you for your humble co'operation!

tudent

I!T!Centre,

N!B!U!

4)9ae you heard about ahindra 3yloO

8es No

5)?here hae you heard about itO

Teleision 9oardings Ne#spapers F aga-ines

/riends F *elaties 2ther

6)9o# often hae you heard or seen itO

any Times 2ften ometimes Neer

=)9ae you done the test drieO/e! No


>)$id you li+e this product of ahindraO

8es No Not ure

@)$o you o#n a personal carO

8es No



) $o you #ish to purchase ahindra 3yloO

8es No

Not decided

)If no than #hich companies car are you planning to purchaseO

'''''''''''''''''''''''''''''''''''''''''''''!

G)?hy do you #ant to purchase this brandO

ileage 0rice Comfort tyle 2thers

47)$o you +no# the logo of ahindraO

8es No Not ure

44)Can you recall any adertising of ahindra 3yloO

8es No Not ure

45)?hat is the main thin+ you can recall from that adertisingO

''''''''''''''''''''''''''''''!

46)?ould you li+e to recommend this products to othersO

8es No Not ure


4=) 0ersonal Information&'

Name&'

Age&'

Aboe @7

=7'>7

67'=7 Belo# 67

e"&'ale /emale



Annual Income&'Aboe 4> la+h

47'4> la+h

>'47 la+h

Belo# > la+h

Address&'!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!


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