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THEORETICAL FRAME WORK

The Objective of this chapter is to outline the consumer

behavior and consumer buying process, stages of buying

process, buyer characters tics, product characteristics, seller

characteristics. Information processing, variables influencing

the decision process and also consumer behavior of Mahindra

& Mahindra tractor are also covered in this chapter.

The term consumer behavior refers to the behavior that

consumer’s display in searching for purchasing, using,

evaluating and disposing of products and services that they

expect will satisfy their needs. To study the consumer behavior

they will consider what they buy, when they buy, why they

buy, where they buy how often they buy and how often they

use it. Consider durable goods like tractors. What kinds of

consumers buy tractors for their cultivation. What features do

they look for tractors? What features do the seek, how likely

are they look for tractors?. What features do they seek, how

likely are they to replace their old models with new models

with added features become available. The answers these

questions can be found through our summer research and

provide cement manufactures with important input for product

scheduling, design modification promotional strategy for

example couple of experience dissatisfaction with them choice

of an automobile, perhaps because of Continuing service

problems. They may communicate their dissatisfaction to

friends, and in turn influence their friends future automobile

purchase or they may never to buy the same make or model

again prescribing their own future selection decisions. Each of

these possible consequences of consumer post purchase

dissatisfaction has significant ramification for automobile

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marketers, who have to build post purchases strategies into

their promotional campaign.

Consumer behavior developed as a separate marketing

discipline. Marketers had long rated that consumers did not

always act or react, as marketing theory would suggest. The

size of the consumer market in this country was vast and

constant expanding. Billions of dollars were spend on goods

and service by tens of millions of people consumer preference

were changing and becoming highly diversified. Even in

industrial markets, where in consumer markets, buyers were

exhibiting diversified preference and less predictable purchase

behavior.

Market researchers began to study the buying behavior

to consumers. They soon realized that despite a some times

“me too approach” to fads and fashion, many consumers

rebelled at using the identical products everyone else used

instead. They preferred differentiated products that they felt

reflected their own special needs. Personalities and life styles.

To better meet the needs of specific.

Groups of consumers, most mareters adopted a policy of

market segmentation, which called for the division of their

potential markets into smaller, homogenous segments for

which they could design specific products and promotional

campaign. They also used promotional techniques to vary the

image of their products so that they would be perceive as

better fulfilling the specific needs of certain target segments a

process now known as positioning. Other reasons for the

developing interest in consumer movements, public policy

concerns environmental concerns and the growth of both non

profit marketing and international marketing. In addition to the

fast pace of new product introduction, other factors

contributed to the development of consumer movement

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created urgent need to understand now consumers make

consumption decision.

Consumer buying process:

In order to understand consumer behaviour, it is first

essential to understand the buying process. During the last two

decades, numerous models of consumer behavior depicting

the buying process have been developed.

All these model treat the consumer as a decision –maker,

who comes to the market place to solve his consumption

problems and to achieve the satisfaction of his need on the

advise of reference groups

And individuals, family members, social class and castes,

culture and the like. Both these similar variables influence

consumer and the buying process.

Stages of buying process:

The buying process is composed of a number of stages

and is influenced by individual psychological framework

composed of the individual personality, motivation,

perceptions and attitudes. The various stages of the buying

process are described below.

Need Recognition :

Need Recognition means awareness of a want, a desire

or a consumption problem without whose satisfaction the

consumer normally builds up tension. For example, a busy

housewife may feel the need for a washing aid an account for

her desire to find more time to spend with her children. This

recognition of the need for a washing aid might activate her to

find washer-man (or) washing machine. The marketer at this

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stage needs to determine the circumstances that usually

trigger consumer problem recognition. The market should

research consumers to find out:

1. What are the kinds of felt needs or problems that arise.

2. What brought them about and

3. How they led to this particular product.

Product Awareness

In this stage, the consumer is exposed the existence of a

product that may satisfy a need. This awareness may be on

account of the search carried out by the consumer him

self/herself thereby (or) because of a firm’s communications

through advertising (or) through social environment. This

awareness may be neutral (or) active when no need is

currently recognized by a consumer the awareness is neutral

because there is no immediate interest in int. when the need

becomes intense, he decided to take an action when a

consumer is already aware of a product and subsequently

recognizes a need, then the product awareness is active, and

immediately covered into interest.

Interest :

Interest may be viewed as a state of mind that exists

when a consumer perceives a needs and/or is ware of

alternative products capable of satisfying the need. Consumer

interest is indicated products capable of satisfying the need.

Consumer interest is indicated in the consumer’s willingness to

seek further information about a product.

At this stage the consumer is actively involved in the

buying process and pays attention to the product. However, if

he losses interest during this involvement, his/her attention

will be diverted and the buying decision process will break

down.

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Evaluation and Intention :

Once interest in a product is aroused, a consumer enters

the subsequent stage of evaluation and intention and

intentions. The evaluation stage represents the stage of

mental trail of the product. During this stage, the consumer

attributes relative value (or) weight product information and

draws conclusions about their relative satisfaction giving

potential. After this evaluation, the consumer develops the

intention either to purchase or reject the product/branch. The

final purchase will, however, depend upon the strength of the

positive intention, that is the intention to buy.

Output :

Output is the end result of the inputs of consumer

behaviors. If emerges as the inputs are duly processed by the

consumer output is composed of purchase and post-purchase

behavior.

Purchase :

Purchase is consumer’s commitment for a product, it is

the terminal stage in the buying decision process that

completes a transaction. If occurs either as a trail and/or

adoption. If a consumer is buying a product for the first time,

then from the behavior view it may be regard as a trail. This

ratio enables him to gain experience about the product

purchased. If this experience is positive in terms of satisfaction

derivation, them repeat purchase may occur.

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For example, when a new brand of bathing soap of

introduced into the market, the consumer may but it for the

first time as a trail however, repeat purchase will occur only

when he is satisfied with its performance. But the possibility of

a trail purchase is not available in all cases. In the case of

consumer durable such as scooters, refrigerators, home

appliances electronic items a trail is not possible. Because

once a product is purchased, it has to be adopted and

repeatedly used. Adoption means a consumer’s decision to

commit to a full (or ) further use of the product.

Post Purchase :

Post purchase behavior refers to the behavior of a

consumer after commitment to a product has been made. If

originates out of a consumer experience regarding the use of

the product and is indicated in terms of satisfaction. This

behavior is replicated in repeat purchases of abstinence form

further purchase.

Actually, buyer behavior is an orderly process where is

the buyer interacts with his or her environment for making a

purchase decision on products. The environment consists of

many products. These factors could be sorted into four major

groups. Those associated with the buyer, with the products,

with the seller or with the situation. The various factors

associated with each major component are.

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Buyer Characteristics :

First we should gather a lot of information about the

buyer to understand how he came to a buying decision. So, we

should know cultural, social, personal and psychological factors

that operate on a buyer. Cultural factors include and

subculture of the buyer and his social class. Social factors

include the influence of other people particularly reference

groups. Family and roles and status. Personal characteristics

include age and life-style, occupation, economic

circumstances, life cycle position and personality. Finally,

psychological characters include motivation, perception,

attitudes and learning.

Product Characters :

Various production characteristics of the product

influence the buying decision. Product features like quality,

size, shape, color price and after sales service are considered

while making the decision. The marketer has control over

these product attributes and can design them in a way to

maximize the product appeal to the target market.

Seller Characteristics :

Characteristics of the seller also influence the buying

outcome. The buyers have an opinion about the retail outlets

and the manufacturers. Buyers have certain idea about the

reliability and service that a particular manufacturer gives.

They also form an impression of the retailer’s knowledge

ability and service. Thus, the manufacturers and the retailers

want to consider the seller characteristics that affects the

buyers buying decision.

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To days scenario in the world the total business in all

fields are depends on the consumer buying behavior without

knowing that no body will not achieve their goals and profit. So

consumer-buying behavior plays a vital role in business

consumer behavior models are six they are

1. Nicosia Model

2. Howard sheth model

3. Engle Blackwell

4. Sheth family decision-making.

5. Bettram information processing model.

6. Sheth-newman-gross model.

In these six models first three models related to

consumer decision making on how individual consumers carve

at brand choices. The forth model related with family decision

making. Particularly attention is given to factors that influence

the extent and nature of family member contributions to a

purchase decision. The fifth model focus on a consumer

information processing perspective. If focuses on the cognitive

aspects of information search and processing and indicates

how consumers use information to arrive at various types of

buying decisions. The last model is concerned with

consumption values specifically why consumer chose to buy or

not buy ascertain product type of product or specific brand.

Nicosia Model :

The model focuses on the relationship between the firm

and its potential consumers. The firm communicates with

customers through its marketing manager and consumer

communicate with the firm by their purchase response. This

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model in interactive in design form tries to influence

consumers, and the consumers by their actions influence the

firms.

Consumers attitude based on the firm messages it was

divide in tow parts. In first includes the aspects of firms

marketing environment and communication environment that

effect consumer attributes competitive environment etc., an

second comes to various consumer characteristics. After that

they will search for relevant information and evaluation of the

firms brand in comparison with alternative brands. The next

step is act of purchase i.e., consumer’s motivation towards the

firms brand in comparison with alternative brands. The next

step is act of purchase i.e., consumer’s motivation towards the

firms brand results in purchase of the brand from a specific

retailer. The last one is the feedback it consists of two types of

feedback from the purchase experience one is from sales data

and the other is in the form of experience (Satisfaction and

dissatisfaction)

Howad-Sheth-Model :

This model is revision of an earlier systematic effort to

develop a comprehensive theory of consumer decision making.

This model distinguishes among three levels of leaving.

1. Extensive problem solving

2. Limited problem solving

3. Routinized response behavior

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This model consists of four major steps of variables.

Inputs :

These variables are three distinct types of stimuli in the

consumer environment. They are significant stimuli, symbolic

stimuli and social environment.

Perceptual and Learning Constructs :

Thus contains psychological variables that are assumed

operate when the consumer is contemplating a decision. Some

of the variables are perceptual in nature and are concerned

with how the consumer receive and process information

acquired from the input stimuli and other part of the model

learning constructs serve the function of concept formation

including in this category are the consumer goal, information

about brands in the evoked sad criteria for evaluation

alternatives, preferences and buying intentions.

Outputs :

In indignities a series of outputs that correspond in name

to some of the perceptual and learning variables in addition to

the actual purchase.

Exogonour Variables :

Exogenous variables are not directly part of the decision

making process and are not shown in the model presented

here. Relevant exogenous variables include the importance of

the purchase, consumer personality traits, time pressure, and

financial status.

Engle-Kollat-Balckell Model :

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This model of consumer behavior. If was originally

designed to serve as a framework fro organizing the fast

growing body of knowledge concerning consumer behavior.

This model consists of four section.

Decision – Process:

The central focus of the model is on five basic decision

process stages problem recognition, search alternative

evaluation purchase and outcomes.

Information Input:

Information from marketing and non-marketing sources

feeds into the information processing section of the model.

After passing through consumer memory, which serve as filter,

the information has its initial influence at problem recognition

stage of the decision making process.

Information Processing:

The information processing section of the model consist

of the consumer’s exposure, attention,

comprehension/perception, yielding/ acceptance and retention

of incoming market dominated and non marketing information.

Variables Influencing the decision process:

It contains of individual and environmental influences

that affects al five stages of the decision making. Individual

characteristics include motives, values, life styles and

personality the social influences are culture, reference groups

and family situational influences such as consumer’s financial

condition, also influence the decision process.

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Sheth-Family-Decision-Making Model:

This model shows separate psychological system

representing the district pre-dispositions of the father mother

and other family members. These separate presuppositions

feed into family buying decisions, which may be either

individually or jointly determined, right side of the model lists

seven factors that influence whether a specific purchase

decision will be autonomous or joint. Social class, life style, role

orientation, family life-circle stage, perceived risk, product

importance and time pressure, this model suggests that joint

decision making tends to prevail in families that are middle

class, not married, or and close-Knit, with few prescribed

family roles. In terms or product specific factors, it suggests

that joint decision making is more prevalent in situation of high

perceived risk or uncertainty when purchase decision is

considered to be important, and when there is ample time to

make a decision.

Bettman’s information –processing model of consumer

choice:

Betman’s model of consumer choice pot rays the

consumer as possessing a limited capacity for processing

information. When paced with a choice, the consumer rarely

undertakes very complex analysis of available alternatives..

institute, the consumer typically employees simple decision

strategies. These simplifying decision rules enable the

consumer to arrive at choice by side stepping the overly

burdens task of assessing all the information available above

all the alternative. This model has seven basic components.

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Processing capacity:

The processing capacity components of the betman

model presumes that individuals have only a limited capacity

for processing information. Thus, in making choices,

consumers likely to find complex computations and extensive

information processing particularly difficult or burdens some.

To deal with these demands, consumers likely to select choice

strategies or rules of thumb that makes product selection as

easier and less taxing process.

Motivation :

Motivation is a vital point in betman model. It influences

both the directions and the directions and the intensity of

consumer choice and stimulates the consumer to seek the

information required to evaluate alternative and make choice.

Attention and Perceptual Encoding:

The attention and perceptual encoding component are

closely tied to and heavily influenced by the consumer’s goal

hierarchy. These are two types of attention one is voluntary

attention, which is conscious allocation of proceeding capacity

to current goals. And involuntary attention which more of an

automatic response to disruptive aspects.

Information Acquisition and Evaluation:

The consumer undertakes extent such to the extent that

information now available in memory is judged to be

inadequate newly acquired information is evaluated and its

suitability or influences is assessed.

Memory :

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Memory is component through which all information

flows. It is where a consumer first begins the search for

information on which a base a choice. If the internal

information insufficient, then the consumer undertaken

external search.

Decision Process:

This model stresses on different types of choices are

normally made in conjunction with the fulfillment with the

fulfillment of specific components of the model. Thus the

choices made during the decision processes components are a

particular form of choice, rather than the choice.

Consumption and Learning Process:

The consumption learning component of the Betman

model is concerned with the future utilization of experience

acquired after the purchase the choice has been made and the

selected alternative consumed. Such consumption

experiences not only provide the consumer with information to

be applied to future choice situations, but also provide the

basis for developing heuristics.

Scanner and Interrupt Mechanisms:

Betman models are scanner and interrupt mechanisms

that receive all kind of messages from the environment. The

scanner is continuously opened to relevant information from

the environment. The interrupt mechanism deals with

messages that interfere with the process of making a choice.

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Sheth-Newman- Grossmodel of Consumption Values:

The Sheth-Newman-Gross model of consumption vales

was recently developed to explain why consumer make choice

they do. The model concentrates on assessing consumption-

relevant values that explain why consumers choose one brand

over another. The model can be applied to consumer choice

involving a full range of products. In this model five

consumption values that are case modes.

Functional value:

The functional value of a consumer choice is the

perceived functional, utilitarian a physical performance utility

received from the choice attributes functional values is

particularly associated with economic utility theory, popularly

expressed in terms of “rational economic man”. At the heart of

the functional value are such consumer-relevant attributes as

reability, durability and price.

Emotional value:

The emotional value of a choice is the perceived utility

acquired from its capacity to stimulate the consumer’s

emotions. A choice acquires emotional value when associated

with specific feelings a when it triggers or sustains these

feelings. Products and services are frequently associated with

emotional responses.

Epistemic Value :

The epistemic value of a choice is the perceived utility

that comes from the choice’s ability to faster curiosity, provide

novelty, satisfy a desire for knowledge. New purchase and

consumption experiences, especially, after epistemic values,

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however even a simple change of pace also provides the

consumer with epistemic value.

Conditional value of a choice is perceived utility acquired

a choice as an outcome of same particular situation or

circumstance facing the consumer for instance same products

are associated with a particular time or even, same products

have specific ultimate and location benefits, same are

associated with once in a lifetime events, and same are use

only in emergency model.

The six model will help to know the consumer buying

behavior in plays a vital role when any company introduce new

product or any company newly entered into the business

though diversification or new to the business. They have to

know which factors effects the buying behavior. As the same

time buying behavior change according to the advertisements,

family behavior references groups and many more tie-buying

behaviors.

Sales promotion is necessary to motivate consumers it

will effect buying behavior. Recently the sales promotion is

introduced by the MNC’s to with stand competition in host

country (India).

Particularly in tractor industry in Indian scenario is facing

competition from MNC’s for example swaraj is offering different

schemes to motivate consumers to buy their product. It has

got a wide repetition through these schemes and creating

awareness among the people.

So it is necessary to do these things be the domestic

industries. Sales promotions generally effect on consumers

buying behavior through exchange offer.

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Consumer Behavior of Mahindra Tractors

What is consumer Behavior?

The Term “consumer behavior” can be defined as the

behavior that consumers display in searching for, purchasing,

using evaluation and disposing of products and services that

they expect will satisfy their needs. They study of consumer

behavior is the study if how individuals make decisions to

spend their available resources (money, time, effort) on

consumption related items. It includes the study of what they

buy it where they buy it and how often they buy it.

This projects report focuses on how and why consumers

make decision to consumer behavior buy tractor, consumer

behavior goes far beyond these facts of consumers make of

the goods, they buy and of dissatisfaction with his choice of

tractor perhaps because he had to forgo a another brand

vacation in order to pay for it, or because it has had life long a

building strength problem. He may communicate his

dissatisfaction to a friend and In turn influence his next cement

purchase or, he may vow to friend and family members, revert

to buy the same make or model again, affecting their future

decisions. Each of these possible consequences of consumer

post purchase dissatisfaction has signification for tractor

manufactures, who have to build post purchase strategies into

promotional campaigns.

Why we study CONSUMER BEHAVIOUR?

The study of CONSUMER BEHAVIOUR holds great interest

for us as consumers, as students and as marketers. As

consumer we benefit form insights into our own consumption

related decisions.

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What we buy, why we buy and show we buy. The study of

CONSUMER BEHAVIOUR makes us aware of the subtle

influences that persuade us to make the product or service

choice we do.

As students of CONSUMER BEHAVIOR it is important for

us to understand the internal and external influenced that

impel individuals, to act in certain consumption related ways.

CONSUMER BEHAVIOUR is simply a sub set of the larger

field of human behavior. As marketers and future marketers, it

is important for us to recognize why and how individuals make

their consumption decisions without doubt, marketers who

understand consumer behavior have a great competitive

advantage in the market place.

How & why the fields of CONSUMER BEHAVIOUR

Developed:

There are a number of reasons why the study of

consumer behavior developed as a separate marketing

discipline marketing scientists had long noted that consumers

did not always act or react as economic theory would suggest.

Consumer preferences were changing and becoming highly

diversified. As marketing researches began to study the buying

behavior of consumers they soon realized diversified. As

marketing researches began to study the buying behavior of

consumers they soon realized that despite were riding

similarities, consumers were not all, alike.

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Consumer Behaviour?

“The decision process and physical activity, individual

engage in when evaluating, acquiring, using or disposing of

goods and services”.

-(LOUDON DELLABITTA)

2. The Term “consumer behavior” can be defined as the

behavior that consumer display in searching for, purchasing,

using, evaluating, and disposing of products and services, that

they expect will satisfy their needs.

3. The theoretical basis for consumer behavior is primary is

primarily found in the behavior at sciences, psychology,

sociology and culture anthylogy, more explicity, consumer

behavior describes the individuals activity in obtaining and

utilizing goods and services includes the sequence of decision

process associated with these acts.

4. The design of a marketing program begins with an

understanding of consumer behavior the term “consumer” as

used here refers to the ultimate user of the product.

Consumers are distinct from buyers, for the latter often act

only as agents. Understanding these varied buying patterns

represent the challenge the marketing management as it

endeavors to analyze consumer behavior the goal is analyzing

consumer his analysis to determine who his customs will be,

what their wants and desires are, and why they behave as they

do.

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Using this information, be ten predicts the outcome of

alternative courses of action. The displines of anthropology,

psychology and sociology provide us with explicit theories of

consumer behavior concerned with management’s

responsibility as it seeks to achieve a comprehensive

understanding of consumer behavior generally we shall use a

two step approach the first step will emphasize the decision

making process of consumers. The second step will stress the

basic determinates of that process.

Consumer behavior is more importance and also more

critical to understand we know very little about what goes on

in a buyers mind before, during and after the purchase, some

times the explanation for consumer behavior is not even

discernible to the consumers themselves. The illustrate, buying

motives may be grouped on 3 different levels depending upon

the consumer’s awareness of them and their willingness to

dividing consumers.

A purchase is rarely the result of a single motive further

more, various motives may conflict which one another. We add

to this complexity the countless variations occurring because

each consumer is a separate individual will a unique

personally, then out task of understanding consumer behavior

may seem as impossible dream get try we must because an

understanding of buyer behavior is critical to the success of a

marketing program. In the face of all the individuality and

complexity, marketers must search for the behavioral threats

that are common to each market segment. So that they can

appeal to a wide group, with one marketing program.

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The term consumer or buyer behavior is often used

rather choosely, in the strictest sense consumer behavior is he

act of consuming or utilizing a good or service- buyer behavior

accompanies the physical act of engaging in the purchasing

process buyer decision making includes the through processes

and search activities that lead to acceptance or rejection of

product or service alternatives.

Consumer Behavior is an Inter Disciplinary Science:

Consumer behavior was a relatively new field of study in

the mid-to late, 1960’s with no history or body of research of

its own, the new discipline borrowed heavily from concepts

developed in other scientific disciplines, such as psychology,

sociology, social psychology, cultural anthropology and

economics.

Distribution Channel –Influence on Consumer Behavior :

The distribution channel in basic to study of physical

distribution management channel structures are two

dimensational i.e., horizontal and vertical. Besides seek both to

exploit opportunities and to lower operating costs existing of

potential marketing channel structures can offer the

opportunity to do either (or both).

Channel structure vary and change with time; a

knowledge and understanding of structural change is likely to

ensure maximum, effectiveness in channel operations; within

the channel, leadership essential if activities are to be co-

ordinate. Overall channel control is effective only if mutual

agreement on goals can be reached and if individual member

performance and total channel performance can be measured.

The most crucial aspects of channel decision making, channel

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selection on effective channel can greatly improve operating

efficiency by increasing service to distributors and to

customers.

Correct distribution channel choice is influence on

consumer behavior because of this distribution channel is help

to and direct to consumer behavior into proper way.

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INTRODUCTION

Marketing is the business function that identifies

customer needs and wants, determine which target market the

organization can best serve, designs appropriate products,

services and programs to serve these markets, and calls upon

every one in the organization to “think and save customers”.

From a social viewpoint, marketing links a society’s material

requirements and its economic pattern of response.

Yet many people see marketing narrowly as the art of

the finding eleven ways to dispose of a company’s products.

They sec marketing only as advertising or selling what you

market so much as knowing what to make. Organization gain

market leadership buy understanding customer needs and

finding solutions that satisfy these needs through product

innovation, product quality and customer service. If these are

absent no amount of advertising or selling can compensate.

As a present of marketing near the 21st century it’s role in

business practice is clearly critical, rapid change and intense

global competition exists in Indian Markets. Deregulation in

key industries has led to the need for market drive and

strategies. Not profit organization have discovered the

importance of marketing in attaining goals. Buyers of

consumers and business goods and services increasingly

demand products. That meets their specific needs. Final,

survival and growth in turbulent environment are more and

more difficult to achieve without professional marketing

practices.

The marketing process begins by identifying what

consumer buys, why, when and how he/she purchases a

product or services. To understand it well knowing the

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consumer behavior towards product/services are very much

essential, tractor is no exemption to it.

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SCOPE OF THE STUDY :

1. The scope of the study almost covers the total tractor

market in Myalavaram and Vijayawada.

2. Taking the time and cost constraints into considerations

selected samples were interviewed for the purpose.

3. The area, places covered in this survey have been taken

as potential places.

NEED & SIGNIFICANCE OF THE STUDY

It is needless to mention that the market for consumer

durable goods in India has been on continuous increase

because of income levels of the people in the country as well

as changing life style of the people to acquire as many

comforts and luxuries as possible. This phenomenon has

resulted to the entry of many products in Indian markets. As

such as sellers market has turned out to be a buyer market in

case of many consumer goods. Tractor market is one such

market.

The tractor market is today dumped by many brands

such as MF Swaraj etc., consumer today enjoys a wide range of

choice in selection a particular brand. Thus it has become

immensely necessary for the marketer to study the consumer

behavior so that suitable marketing strategy can adopt. The

present study is undertaken to identify the influence of various

factors in the purchase decision of tractor and consumers

opinion about the tractors.

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OBJECTIVES OF THE STUDY

The main objective of this chapter is to explain the

purpose of this study and how it was done further need,

significance and limitation of the study are also outlined in this

chapter.

Consumer is the center point around whom all the

marketing activities revolve. The study of consumer behavior

is quite differing for developing sound marketing strategies.

The study of consumer becomes more important in case of

consumer products tractor is no exemption. This study aims at

finding out various aspects of consumer behavior with regard

to tractor.

The main objectives of this study can be given as follows.

1. To find the type of tractor preferred by various

consumers

2. To find the motivating factor of consumers for consuming

tractors.

3. To find the customer satisfaction for Mahindra &

Mahindra tractor.

4. To know the consumers idea about Mahindra & mahindra

tractor and consumer’s post purchase decisions about

Mahindra & mahindra tractors. And their by

5. To suggest such measures to improve the sales

performance of Mahindra & Mahindra.

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METHODOLOGY

A good research methodology has the characteristics i.e.,

problem definition, specific methods of data collection and

analysis time required for research project and estimate of

express to be incurred, research objectives started earlier

necessitate both explanatory and statistical method discipline

research.

Information used for the study is both from primary data

and secondary data.

P.A.S. College

Objectives Identification

Research Design

Interview Program with Respondents

Data Analysis and Interpretation

Report Writing

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Mahindra & Mahindra

PRIMARY DATA:

Primary data are collected directly from the field i.e., the

data are collected directly from consumers using tractor.

Thereby, the primary data is collected through interaction with

various people.

SECONDARY DATA :

Any data detached from original source and which is

proposed for purpose and published by agencies and other

than which was originally gathered. Generally secondary data

are collected from company’s internal sources, government

publications, books and commercial data.

This research work was based mainly upon primary

sources of data. Secondary data from some periodical was

used just to have information about the consumer market in

general and secondary data from company records also was

used wherever necessary.

A survey was conducted to know the preferences and

attitudes of the consumers the survey was conducted about

the customers of different categories using tractors. It is

essentially a descriptive design aimed at a universe of tractor

consumers.

LIMITATIONS OF THE STUDY :

1. As the market study was conducted only in Malayalam,

Vijayawada. The findings are applicable only to in this

place and it cannot be generalized.

2. Time was one of the important locations in proper location

of information, study and for the survey.

3. In information was post dated, so noticing tractor details

were difficult.

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INDUSTRY PROFILE

Most people recognize Detroits as “The Motor City Most

people recognize that Charles city is considered as birth place

as tractor industry. Where the world’ s first production of

gasoline tractor engines opened in 1901.

By today standards a thousand mile durability run

doesn’t sound like all that big as a challenge for a piece of

equipment let along a tractor. Today we are accustomed to

purchasing a tractor or any machinery and expect it to

perform as the manufacture claims or we want to expect it to

be corrected right now.

Set in 1911 Hederickson and olver P.Conger set up shop

at the morgan engineering works in alliance, ohio. Here they

built a new experimental tractor.

As well all know that tractor is multiutility vehicle, which

is use for Agriculture purpose as well as a pulling machine. A

tractor can perform various functions.

Those are.

1. Ploughing

2. Cultivation

3. Leveling

4. Haulage

5. Pudding

6. Mining

7. Harvesting

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Tractor had took a rapid change in the agriculture in terms

of productivity. Economy and time consuming etc. The tractor

industry divided the customers in 3 categories these

segmentation can show adverse effect on tractor purchasing

decision. Let us discuss briefly about these segments.

1. Knowledgeable rich farmers.

2. Evolving Farmers.

3. Bedrock farmers.

The farmers who are holding the land above 50 acres fall

under the category of knowledgeable farmers Usually their

crops have high value and they cultivate experimental crops

and they cultivate 2-3 crops per year. Generally these farmers

much interested to purchases 50hp or more than 50hp

tractors.

The second segment is evolving farmers. Normally the

farmer who holds the land between 25-50 acres comes under

this category usually their crops are with high value ad they

cultivate 2-3 crops per year. Generally these farmers will

prefer the factors which we having the 35-50hp.

And the last segment is bedrock farmers. The farmers

who are having the land between 5-25 acres are comes under

this category. Usually their crops are traditionally they

cultivate 1-2 crops per year. They mainly focus on custom

hiring. These segment farmers prefer the tractors with less

than 35hp capacity.

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Broadly the industry can be segregated into five major

categories.

1. Less than 20hp.

2. Between 21-30hp.

3. Between 31-40hp.

4. Between 41-50hp.

5. More than 50hp.

The 31-40hp segment hold the maximum share about 55

percent. Followed by 25 percent by 21-30 segments. The

balance 20 percent is the share of other segments.

Indian tractor industry can be classified in to 4 phases

from 1959 to up to now, in this time various developments are

taken place. Following table shows various development occur

in tractor industry let us discus briefly about the different

phases.

Phase –I

In 1959 free CBU imports are permitted and adoption of HYV

seeds commence. In 1966 fertilizers usage goes up

fremonently price control on local tractors started in 1967. At

the time of Phase-I there were five manufactures. The total

market size at the end of phase-I is 13,000.

Phase –II

The age between 1968-80 is considered as 2nd Phase. In

1968, de-licensing of industry takes place. In 1969

nationalization of banks takes place, which leads to rapid

expansion of rural branches and credit by banks. Cbu imports

are banned in 1973. Price controls removed in the year 1974

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and stepped up creation of irrigation facilities. At the end of 2nd

phase there were eleven manufactures. The total market size

at the end of the second phase is 70,000.

Phase -III

The era between 1981-86 is fall under third phase. In the

year 1982 localzation of production is completed there is a

major impact on market and demand from credit squeeze. In

the year 1983 Punjab problem has commences these are the

few developments taken place in third phase the total

manufactures at the time is eleven. At the same time the

market size is 80,000.

Phase -IV

From this phase full excise exemption for tractors below

1800cc. in 1987. relaxation of bank financing land holding from

10 to 8 acres. Repayment period from 7 to 9 years, taken

place. One of the most happiest thing in 1992 is, Punjab

Problem ends in 1992-94 major hike in crop support prizes.

Between 1992-95 central and western states are emerged as

major markets for tractor industry.

In 1996 India becomes the No.1 in World’s tractor

market. Between 1998-2000, multinational company’s like

Ford, Holland and Greves, John Deer entered into the Indian

Market. At this time we have twelve manufactures with

2,70,000 market size.

The green revolution in Punjab and Haryana stimulated

the demand for agricultural tractors. However, till the middle of

the 1970’s domestic production of tractors could not match the

demand and we had no option but to import them from

abroad. In 1975.76 as many as 23,632 tractors were imported

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from foreign countries, imports dropped to 2,920 only in

1976.77, and after that the country was completely self-

sufficient.

The history of growth of this industry was indeed

praiseworthy. From 71,000 tractors in 1980-81 to 142,200

tractors in 1991-92 and further to 2,79,700 in 1997-97 it

passed through a prosperous era with the acquisition of new

skills.

And than, the industry faced difficulties for having

reached the saturation point. The output dropped to 2,48,100

tractors in 2000-2001 after having attained a pea value at

2,79,700 tractors in 1998-99 and 1999-2000. more than 11

percent fall in production was recorded in 2000-01 in relation

to the peak in 1977-78.

In October 1997, the Research Division of PHD chamber

of Commerce and industry released a study that painted a rosy

picture for the future of this industry. It had forecast that the

production of tractors. Would rise to 3,57,137 in 2000-01.

however, the latest estimate indicates that production in 2000-

01 was no more than 2,48,100 tractors a fall of about 13%

over peaks in output recorded in 1997-98 and 1999-2000.

What is the reason for this downturn? Analysis have

worked out a relationship between the level of food grains

production and the demand for tractors. It is seen that the total

food grains production of this country has not grown in keeping

with the rising capacity of the tractor industry. It is this

slowness in the output of food grains that is the primary cause

of the reduced demand for tractors.

The indigenous capacity of tractor manufacturers is much

more than the current demand. The entry of the transnational

has aggravated the situation. Consequently, it is the consumer

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who is going to benefit not only in terms of prices but also in

relation to after- sales service. The industry has difficult days a

head. Demand can pick up only if the reduction of food rains

races a head instead of stagnating as in the recent past.

Mahindra & Mahindra is the rightful leader in the term

that has six units. Its market share in the nine months ending

in December 2000 was as high as 35.3 per cent. It attained this

leading position at a time when the overall size of the tractor

market and Shrunk by as much as 10 percent. The company is

aiming to be the largest manufacturer of tractors in the world

within the next five years. This leadership in the tractor

industry was due to an in depth study of the market.

And then there are transactional that have entered the

Indian market either on their own or through joint ventures.

Moral the competition will benefit the consumers because the

manufactures have no option but to provide convenient

payment schemes and efficient after-sales services if they

want to keep their hold in the market.

The entry of the multination has made the domestic

manufactures to sit up and improve the quality of their

products besides toning up the service facilities. Since the

domestic manufacturing capacity is more than the total

demand, the tractor industry will have no option but to explore

he foreign markets. It imperative that the manufacturers

should attack rich markets. It is imperative that the

manufacturers should attack rich markets such as the USA,

which has a steady annual demand for tractors, especially of

50hp. For this, the industry will not only have to match the

quality of the products but will need to adopt aggressive

pricing policy and high efficient after-sales service.

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A decade ago export of agricultural tractors from the

country could have been described as carrying coal no

newcastle’s but in the changed environment, the domestic

manufacturers do posses all the skills to market high-quality

products at competitive prices. This is an opportunity for

domestic manufacturers to explore the markets in the rich

countries. They must make a mark in the global markets if

they are keen their heads above water.

Tractor industry is having unavoidable relation with

agricultural. Why because tractor has changed the entire

agricultural phenomenia. Tractors had improved the

productivity greatly. Basically India is a agricultural country.

Rice is the main food. After that wheat plays 2nd role. The following

table will shows the improvement of food grains productions during 1996-2005.

Year Food grains Tractors

1996-97 136.1 200.3

1997-98 129.9 234.2

1998-99 138.5 206.9

1999-00 142.2 222.3

2000-01 147.8 284.1

2001-02 153.9 344.8

2002-03 157 382.1

2003-04 161.2 393.9

2004-05 153.5 349.4

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COMPANY PROFILE

Set up in 1945 to make general-purpose utility vehicles for

the Indian market, M&M soon branched out into manufacturing

agricultural tractors and light commercial vehicles (LCVs). The

company later expanded its operations from automobiles and

tractors to secure a significant presence in many more

important sectors. The Company has, over the years,

transformed itself into a Group that caters to the Indian and

overseas markets with a presence in vehicles, farm equipment,

information technology, trade and finance related services,

and infrastructure development. The Company has recently

started a separate Sector, Mahindra Systems and Automotive

Technlogies (MSAT) in order to focus on developing

components as well as offering engineering services.

M&M has two main operating divisions:

The Automotive Division manufactures utility vehicles,

light commercial vehicles and three wheelers.

The Company has recently entered into a JV with Renault of

France for the manufacture of a mid-sized sedan, the Logan,

and with International Truck & Engine Corporation, USA, for

manufacture of trucks and buses in India.

The Tractor (Farm Equipment) Division makes agricultural

tractors and implements that are used in conjunction with

tractors, and has also ventured into manufacturing of industrial

engines. The Tractor Division has won the coveted Deming

Application Prize 2003, making it the only tractor

manufacturing company in the world to secure this prize.

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M&M employs around 11,600 people and has eight

manufacturing facilities spread over 500,000 square meters. It

has 49 sales offices that are supported by a network of over

780 dealers across the country. This network is connected to

the Company's sales departments by an extensive IT

infrastructure.

M&M's outstanding manufacturing and engineering skills

allow it to constantly innovate and launch new products for the

Indian market. The "Scorpio", a SUV developed by the

Company from the ground up, resulted in the Company

winning the National Award for outstanding in-house research

and development from the Department of Science and Industry

of the Government in 2003. In the tractor market, the

Company launched India's first tractor with turbo technology -

the Mahindra Sarpanch 595 DI Super Turbo.

M&M's commitment to technology-driven innovation is

reflected in Company's plans of setting up of the Mahindra

Research Valley, a facility that will house the Company's

engineering research and product development wings, under

one roof.

The M&M philosophy of growth is centered on its belief in

people. As a result, the Company has put in place initiatives

that seek to reward and retain the best talent in the industry.

M&M is also known for its progressive labour management

practices.

In the community development sphere, the company has implemented several programs that

have benefited the people and institutions in its areas of operations. On the occasion of its 60th

anniversary, the Company announced a range of CSR activities supported by a commitment of 1% of

Profit after Tax for its CSR initiatives.

Major Milestones1945 On October 2, Mahindra & Mohammed formed.

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: 1948:

The Company was renamed Mahindra & Mahindra Limited (M & M)

Steel Trading business was started in association with suppliers in U.K

1948:

Business connections in USA through Mahindra Wallace

1949:

WallaceSteel trading on behalf of European suppliers

Jeep Assembly commenced 1950:

The first business with Mitsubishi Corporation (for 5000 Tons) for wagon building plates for supply from Yawata Iron & Steel

1953:

Otis Elevator Co. (India) established

1954:

Technical & Financial Collaboration with Willys Overland Corporation

1956:

Shares listed on the Bombay Stock Exchange

Dr. Beck & Co. formed - a JV with Dr. Beck & Co. ,Germany 1957:

Mahindra Owen formed - a JV with Rubery Owen & Co. Ltd., UK

1958:

Machine Tools Division started

1960:

Mahindra Sintered Products Ltd. (MSP) formed - a JV with the GKN Group, UK.

1962:

Mahindra Ugine Steel Company (MUSCO) formed - a JV with Ugine Kuhlmann, France

1963:

International Tractor Co. of India (ITCI) formed - a JV with International Harvester Co., USA

1965:

Vickers Sperry of India Ltd. a JV with Sperry Rand Corporation, USA

Roplas (India) a collaboration with Rubery Owen, UK

Manufacture of Light Commercial Vehicles commenced.

1970:

Mahindra Engineering & Chemical Products Ltd.(MECP) commenced operations.

1971:

International Harvester collaboration ended

1975:

Switch over to diesel vehicles in-house development.

1977 ITCI merges with M&M, to become its Tractor Division

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:1979:

License from Automobiles Peugeot, France for manufacture of XDP 4.90 Diesel Engines

1982:

License from KIA for manufacture of 4 Speed Transmissions

"Mahindra" brand of tractors born

Siro Plast formed 1983:

M&M becomes market leader in Indian Tractor Market. (Position retained ever since)

1984:

Mahindra Hellenic Auto Industries S.A. formed - a JV in Greece to assemble and market utility vehicles in Europe

1986:

Mahindra British Telecom (MBT) formed - a JV with British Telecommunications plc (BT), UK

1987:

Acquired International Instruments Ltd.

1989:

Automotive Pressing Unit (now MUSCO Stampings) acquired from GKW

1991:

Introduction of Commander series.

1992:

Triton Overwater Transport Agency Ltd., formed Implementation of the Service Center project at Kanhe

Merged diverse activities of Steel, Machine Tools, Graphics into Intertrade Division

1993:

Mahindra Steel Service Centre Limited formed in association with Mitsubishi Corporation and Nissho Iwai Corporation of Japan.

Mahindra Acres Consulting Engineers Ltd. (MACE) formed - a JV with Acres International, Canada

Incorporation of MBT International Inc., USA, a wholly owned subsidiary of MBTThe Company’s maiden international offering – the US$ 75m GDR issue.

1994:

Mahindra Realty & Infrastructure Developers Ltd. (MRIDL) formed

Mahindra USA Inc., formed, for distribution of Tractors in the USA

EAC Graphics (India) Ltd., formed in collaboration with The East Asiatic Company Ltd. A/S, Denmark

Reorganization of the Group creating six Strategic Business Units MSL Division (Auto Components) hived off to form

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Mahindra Sona Ltd.

Mahindra Nissan Allwyn Limited merged with the Company.

1995:

Mahindra Holding & Finance Ltd.(MHFL) becomes a subsidiary of M & M to carry out business as an investment company

Technical collaboration with Mitsubishi / Samcor to manufacture L300.

1996:

Mahindra Ford India Ltd. (MFIL) - a JV with Ford, Motor Co. USA to manufacture passenger cars

The Company made a Foreign Currency Convertible Bond (FCCB) issue of US$ 115 million.

1997:

A new die shop was inaugurated at Nasik

Inauguration of The Mahindra United World College of India.

1999:

Launch of ‘Bijlee’ a battery-operated, 3-wheeler environmental-friendly vehicle.

The largest online used vehicle website in India launched by Mahindra Network Services.

The business of Intertrade Division and Mahindra Exports Ltd. combined and renamed Mahindra Intertrade Ltd.

The Company acquired major stake in Gujarat Tractors.

Mahindra & Mahindra Financial Services Limited becomes a subsidiary of M&M

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2000:

The Company unveils new logo. Mahindra Auto Specialities Ltd. a new 100% subsidiary is

formed.M&M sets up its first satellite tractor plant at Rudrapur.

The Company launches New Age Tractor, the Mahindra Arjun 605 DI (60 HP tractor).

2001:

A 3-wheeler diesel vehicle "Champion" is launched. The Company launches Mahindra MaXX a MUV positioned

with the caption Maximum Space, Maximum Comfort. M&M ties up with Renault for petrol engines.

M&M established a separate division to provide Defence Solutions

2002:

M&M launches Scorpio - the new generation Sports Utility Vehicle

2003:

Scorpio - Recipient of prestigious Awards - o "Car of the Year" Award from Business Standard

Motoring o "Best SUV of the Year" and "Best Car of the Year"

Awards from BBC on Wheels o "Car of the Year" Award from CNBC Auto Car

M&M launches the "Invader" - a sporty open top vehicle. M&M opens a second tractor assembly plant in USA. M&M launches MaXX Pik Up. M&M Tractors awarded the prestigious Deming Prize for

excellence in Quality - the first tractor company in the world to receive the award.

M&M launches India's first Turbo tractor - Mahindra Sarpanch 595 DI Super Turbo.

Scorpio wins National Award for R&D. M&M ventures into Industrial Engine business

Mahindra Defence & Lockheed Martin Information Systems, UK, strike an alliance for Defence Product.

2004:

Launched the Mahindra World Tractor - a 75 HP tractor in the overseas market.

Formed a new Sector, Mahindra Systems and Automotive Technologies (MSAT), to focus on developing components as well as offering engineering services.

Launched "Bolero" and "Scorpio" in Latin American, Middle East and South African markets.

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Signed MOU to enter into JV with Jiangling Motor Co. Group (JMCG) of China to acquire tractor manufacturing assets from Jiangling Tractor Company, a subsidiary of JMCG.

M&M becomes the first Indian company to achieve sales of one million tractors.

2005:

Acquired 51% stake in SAR Transmission Private Limited, a company engaged in manufacture of gears and transmission shafts.

M&M Farm Equipment Sector launch operations in Australia.M&M becomes the first Indian auto manufacturer to launch the Common Rail Diesel Engine (CRDe), offering it on the Scorpio. Acquired 80% stake in the JV with Jiangling Motors i.e. in Mahindra (China) Tractor Company.

M&M and Renault enter into a JV to manufacture of the mid-sized sedan, Logan, in India.

M&M and International Truck and Engine Corporation enter into a JV to manufacture Trucks & Buses in India

The first tractor from the JV, Mahindra (China) Tractor Co. Limited, rolled out on 2 July 2005

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History

1963: Incorporation of International Tractor Company of India (ITCI), as a Joint Venture between Mahindra & Mahindra Limited (M&M), International Harvester Inc, and Voltas Limited sharing the responsibility of design, manufacturing & marketing.

1965: Rolled out first batch of 225 Tractors in 35 H.P. Range – Model B275 Regular

1970: Set up the Implements Division at Nagpur 1977: Merger with M&M forming its Tractor Division. Full

fledged responsibility for design, manufacturing & marketing.

1981: 100,000th Tractor rolled out.

1983: Market leader in domestic Tractor market - has maintained this position till date !

1985: Launched Quality Circle Movement as part of Total Quality Management.

1988: Introduced fuel-efficient DI Tractor. 1990: Started the Juran Quality Improvement Movement . 1991: Launched 265 DI tractor in 25 HP range.

Launched Statistical Process Control Cell. 1992: Launched 225 DI tractor in 25 HP range.

Vendor upgradation through self-certification. 1994: Launched 575 DI tractor in 45 HP range.

Implements Division achieves ISO 9002 certification.

Incorporation of Mahindra USA Inc. in U.S, as wholly owned subsidiary of M&M

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1995: A decade of QC movement - 152 Quality Circles.

Launched 475 DI tractor in 45 HP range. 1996: Launched 365 DI tractor in 35 HP range.

Tractor assembly started at Implements Division, Nagpur

Kandivli Plant achieves ISO 9001 certification.

Rolled out 5,00,000th tractor.1997: Launched 585 DI tractor in 50 HP range

Launched constant mesh version of 585 DI tractors and 275 DI TU series tractor in 35 HP range.

1998: Implemented SAP on 1st April 1998 5005 DI model (51 HP) with constant mesh

transmission, power steering, alternator has been developed for US market.

Reached a level of 6,00,000 tractors sales

Implemented.Business Process Re-engineering. 1999: 4005 DI & 4505 DI (40 HP) introduced in USA.

Nagpur Plant awarded QS-9000 certificate.

M&M acquired majority stake in Gujarat Tractors Corporation Ltd

2000: Launched 605 DI - 'Arjun', a new generation tractor - in 60 HP range.

Kandivli plant received the QS 9000 certification.

Set up its first satellite tractor plant at Rudrapur 2001: Nagpur Plant awarded the ISO 14001 certificate.

Launched 'Arjun' 5500 DI & 6000 DI tractors in the overseas market.

2002: Kandivli Plant awarded the IS0 14001 certificate. Launched 'Arjun' 555DI tractor in 45 HP range & 445

DI tractor in the 40 HP range. Launched 'Arjun' 6500 DI in overseas market.

Launched Compact series, Model C-27 & C-35, in the US market.

2003: Ventured into manufacturing of Industrial Engines.

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Press Releases

ARJUN - the New Age tractor from M&M Modern

Technology Tractor

Offering Superior Productivity & Versatility Across Applications

The Mahindra Arjun 605 DI is the first of M&M's series of

new generation Horizon tractors, the most advanced tractor in

its category. It represents a quantum leap in technology over

existing Indian tractors. Over 150 engineers have spent around

three years in building the tractor to its present sophistication.

It is a dream machine, not only superior in performance and

driving comfort but also in looks.

The Mahindra Arjun has a 60HP PLF (P=Power L=Longlife

F=Fuel Efficiency) engine developed with the latest

international technology from AVL, Austria. Its superior

technology gives higher power & better results on all

performance parameters (torque , back up torque, drawbar

pull etc). This results in ability to use bigger implements thus

covering more land area in the given time with a better fuel

efficiency (15% lower fuel consumption than other comparable

HP tractors ).

The Mahindra Arjun is the only tractor, which is suitable

for the entire farming chain i.e, land preparation to sowing to

harvesting, post harvesting & haulage. In addition to farming

this tractor being a higher HP tractor is also ideally suited for

non agri applications such as loader / dozer.

This new PLF engine provides higher pulling power, low

fuel consumption, the lowest smoke level, low noise and a

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smoother pick-up. Its superior dry air cleaner has a high life

and above all, the engine has double the life span compared to

existing tractors. The Arjun has been developed as per the

latest international technology, specifically keeping in mind the

Indian soil conditions and the varied expectations of the Indian

farmers.

The Arjun comes with a robust gearbox with full constant-

mesh transmission, 8 forward and 2 reverse speeds and

improved lubrication, providing smooth shifting and increased

life of the gearbox. In addition, it has a new hydraulic system

with a lifting capacity of 1800 kg., for precision field

applications.

Other than field operations the Arjun is superior in

haulage operation, on account of its pulling power and speed.

It can easily pull 2 trolleys full of sugarcane (weight over 25

Tonnes). The design of the drivers seat with placement of

controls has been achieved by an extensive ergonomic study

with varying heights of drivers which has led to remarkable

high levels of driving comfort.

The Mahindra Arjun was developed to cater specifically to

the needs of the progressive farmers. The tractor has

undergone rigorous field tests for over 4000 hours and has

surpassed all previous benchmarks of performance.

Mahindra & Mahindra Ltd. is the market leader for

tractors in the country for 19 consecutive years with a market

share of 33% in the domestic market and has a sizeable

presence internationally.

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The Mahindra Arjun is manufactured at the M&M Tractor

plant at Mumbai, the world's single largest tractor

manufacturing plant.

Mahindra Arjun Features

PLF Engine: Provides exceptionally longer life

Low fuel consumption

Reduced cost of maintenance

Lowest operating cost ( atleast 15~20% lower than

comparable hp tractors )

Lowest smoke level

Environment friendly (Qualifying tier 1 emission norm)

Advanced dry air cleaner technology which gives superior

air purification thus increasing engine life

Low noise and smooth pickup

Higher pulling power

Transmission:

Full constant mesh transmission with 8+2 robust gearbox.

Enables smooth gear shifting while the tractor is in motion.

Improved lubrication gives more bearing and gear life.

51HP-PTO is higher than existing tractors ideal for advanced

applications like combine harvesters, rotavators etc.

35 km/h forward speed at full throttle enables more trips

and faster operations.

17 km/h reverse speed. (Full throttle) enables faster leveling

work.

7.5" inch dry disc brakes - lower braking effort & lower

stopping distance.

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Clutch:

Diaphragm type, heavy-duty clutch with improved liner

promises ease of operation and longer life than existing

tractors.

Front Axle:

The new fully sealed front axle is suitable for wet land

cultivation.

Rugged and provides stability during heavy haulage,

puddling, deep ploughing etc.

HYTEC Hydraulics:

Smooth & Jerk free provides precision in farming operations

such as seed drill , leveling & potato planting / digging

Simplified design with reduced number of components for

ease of maintenance.

1800 kgs. lifting capacity for ease of transporting heavier

implements.

Dash Board:

Good looking with illumination for visibility in the night.

User friendly with various meters like - fuel, temperature, oil

pressure, battery charge, rpm etc.

Various indicators like- turn, hazard warning and air cleaner

clog etc

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Other Features:

Halogen lamps for better nighttime visibility.

Modern styling - attractive looks

Thicker sheet metal body - strong & rugged.

65 liter fuel tank - ability to work longer without refuelling.

Superior CED paint process - Special paint technology which

provides glossy finish and ensures paint peeling and rust

free sheet metal

Front tyre - 7.5 x 16. Rear tyre - 16.9 x 28.

Press Releases

MAHINDRA & MAHINDRA LAUNCHES NEW AGE TRACTOR

"ARJUN"

Mumbai, May 22, 2000 : Mahindra & Mahindra Ltd., today

announced the launch of the first of its series of new

generation Horizon tractors, the Mahindra "Arjun 605 Of' (60

HP tractor). Arjun 605DI was formally unveiled at a ceremony

held at the Company's tractor plant in Kandivali, Mumbai on

May 19, 2000. The Arjun is the most advanced tractor in its

category .

Speaking at the launch, Mr. Anand Mahindra, Managing

Director, Mahindra & Mahindra Ltd., said, "The Mahindra Arjun

represents a quantum leap in technology over existing Indian

tractors. Over 150 engineers have spent the last three years in

building this tractor up to its present sophistication. It is a

dream machine, not only superior in performance and driving

comfort but also in looks. It will further consolidate our

P.A.S. College

53

Mahindra & Mahindra

leadership in the domestic markets against the competition of

the multi-national tractor manufacturers."

The Mahindra Arjun has an a\l-new 60HP engine

developed with the latest international technology from AVL,

Austria. This new engine provides higher pulling power, low

fuel consumption, the lowest smoke level, low noise and a

smoother pick-up. Its superior dry air cleaner has a high life

and above all, the engine has a longer life-span than existing

tractors. The Arjun has been developed, specifically keeping in

mind the Indian soil conditions and the varied expectations of

the Indian farmers.

The Arjun comes with a robust gearbox with full constant-

mesh transmission, 8 forward and 2 reverse speeds and

improved lubrication, providing smooth shifting and increased

life of the gearbox. In addition, it has a new hydraulic system

with a lifting capacity of 1800 kg., for precision field

applications.

Other than field operations, the Arjun is superior in haulage

operation, on account of its power and speed. The design of

the driver's seat with placement of controls has been achieved

by an extensive ergonomic study with varying heights of

drivers which has led to remarkably high levels of driving

comfort.

Mr. K.J. Davasia, Executive Director and President, Farm

Equipment Sector, M&M Ltd., said, "We have developed this

new model to cater specifically to the needs of the progressive

farmers. The tractor has undergone rigorous field tests for over

4000 hours and has surpassed all previous benchmarks of

performance. This is a major step for us towards the realisation

of our global vision."

Mahindra & Mahindra Ltd., is the market leader for

tractors in the country for 17 consecutive years with a market

P.A.S. College

54

Mahindra & Mahindra

share of 27.4% in the domestic market and has a sizable

presence internationally. The Mahindra Arjun is being

manufactured at the M&M Tractor plant at Mumbai, the world's

singe largest tractor manufacturing plant.

Tractorul Update

May 27, 2006: Mahindra & Mahindra (M&M), leader in Indian

tractor market, has maintained its interest in acquiring

controlling stake in Romanian tractor manufacturer, Tractorul

Brasov. As part of the bid, M&M had requested the state to

write off Tractorul's accumulated past liability which is in

excess of Euro 180 million, which was to be written off as a bid

condition. The negotiation process has been suspended

because of the uncertainty of resolving this issue of State aid.

The Indian tractor manufacturer's main concern was that

they did not have sufficient guarantees that the state aid

would be unconditionally approved by the Competition Council

and would not be subsequently challenged by the European

Commission. However, M&M is open to any further proposals

put forth by the State Authority of Privatisation (AVAS)

In this connection a press release was issued by the

Romanian authorities in Bucharest. A copy of which is

enclosed.

M&M is one of the world's leading tractor manufacturers,

besides being the undisputed market leader in India. Mahindra

USA is one of the leading players in the United States, besides

having presence in China, Australia, etc. Its portfolio includes

products that range from around 20 hp to about 70 hp.

P.A.S. College

55

Mahindra & Mahindra

About Mahindra & Mahindra

The US $3 billion Mahindra Group is among the top 10

industrial houses in India. Mahindra & Mahindra is the only

Indian company among the top five tractor manufacturers in

the world and is the market leader in multi-utility vehicles in

India. It has a leading presence in key sectors of the Indian

economy, including trade and financial services (Mahindra

Intertrade, Mahindra & Mahindra Financial Services Ltd.),

automotive components, information technology & telecom

(Tech Mahindra, Bristlecone), and infrastructure development

(Mahindra GESCO, Mahindra Holidays & Resorts India Ltd.,

Mahindra World City). With around 60 years of manufacturing

experience, the Mahindra Group has built a strong base in

technology, engineering, marketing and distribution. The

Group employs around 25,000 people and has eight state-of-

the-art manufacturing facilities in India spread over 500,000

square meters. The Mahindra Group has ambitious global

aspirations and has a presence in 20 countries spread across

four continents. Mahindra products are today available in every

continent except Antarctica. M&M has made strategic

acquisitions of plants in China and the United Kingdom, and

has 2 assembly plants in the USA. Its global subsidiaries

include Mahindra Europe Srl. based in Italy, Mahindra USA Inc.

and Mahindra South Africa. M&M has entered into partnerships

with international companies like Renault, France, and

International trucks, USA. The Group is celebrating its 60th

anniversary in 2005-06.

Farm Equipment Sector

P.A.S. College

56

Mahindra & Mahindra

The origins of M&M's Farm Equipment Sector lie in the

formation of a joint venture in 1963 between the Company,

International Harvester Inc., and Voltas Limited, christened the

International Tractor Company of India (ITCI). This enterprise

was a shot in the arm for the green revolution then beginning

to sweep the country. The launch of high-performance tractors

played a vital role in the mechanisation of Indian agriculture.

In 1977, ITCI merged with M&M and became its Tractor

Division. After M&M's organisational restructuring in 1994, this

division was called the Farm Equipment Sector.

M&M's Farm Equipment Sector is the largest

manufacturer of tractors in India with sustained market

leadership of over 19 years. The Farm Equipment Sector is the

first Tractor Company in the world to win the Deming

Application Prize. Also, it is the fourth company in India and the

10th in the world, outside Japan, to win this prize. It designs,

develops, manufactures and markets tractors as well as

implements which are used in conjunction with tractors. The

tractor industry in India is segmented by horsepower into the

lower segment of 25 HP, mid-segment of 35 HP and higher

segment of 45 HP and above. The Company's Farm Equipment

Sector has a presence in all these segments across all states.

The Farm Equipment Sector has also ventured into

manufacturing of Industrial Engines. M&M Industrial engines

are used for various applications like Genset, Industrial,

Construction, Marine Compressors etc. These engines are

manufactured at the Company's state of art Engine Assembly

plants at Kandivli and Nagpur.

P.A.S. College

57

Mahindra & Mahindra

M&M has two main tractor manufacturing plants located

at Mumbai and Nagpur in Maharashtra. Both these plants have

been certified for ISO 9001, QS-9000 and ISO 14001. Apart

from these two main manufacturing units, the Farm Equipment

Sector has satellite plants located at Rudrapur in Uttarachal

and Jaipur in Rajasthan.

The Farm Equipment Sector of the Company has a strong

and extensive dealer network of over 450 dealers for sales and

service of tractors and spare parts. This dealer network is

managed by 28 area offices, situated in all the major cities and

covering all the principal states.

M&M tractors have earned goodwill and trust of more

than 8,00,000 customers and the 'Mahindra' tractor has come

to be recognised as a powerful symbol of productivity and

performance.

In addition to capturing the domestic market, M&M's

Farm Equipment Sector has also found significant success in

the international market. Whilst around 90% of our tractor

exports are to the USA, M&M also exports tractors to

neighbouring countries like Nepal, Bangladesh and Sri Lanka

and African countries like Uganda, Nigeria, Zambia etc.

Mahindra USA, a wholly owned subsidiary based in the

USA, has established a network of 140 dealers. Several other

international markets are being developed to expand M&M's

global reach in the Farm Equipment Sector.

Mahindra USA, a wholly-owned subsidiary of M&M, began

selling tractors in America in 1994 from its headquarters in

P.A.S. College

58

Mahindra & Mahindra

Tomball, Texas. It has since firmly established the Mahindra

brand and captured a significant share of the American small-

tractor market. The company has two-wheel- and four-wheel-

drive utility tractor lines for part-time farming enthusiasts, turf

managers, nursery operators, and small and medium-sized

contractors. Its products have gained considerable brand recall

among users of small tractors in the US.

P.A.S. College

59

Mahindra & Mahindra

Farm Equipment: Area Offices

Ahmedabad

Plant Location

P.A.S. College

60

Mahindra & Mahindra

The FES plant at Kandivili (a suburb in Mumbai) is the

single largest facility in the world with all tractor-

manufacturing activities under one roof. The division has been

the market leader for over twenty consecutive years in

the highly competitive domestic market. It is currently also the

fourth largest Tractor manufacturing company in the

world in terms of units sold.

The FES has set its vision to become the world's

largest tractor manufacturer in the world in terms of

volumes by 2005.

To pursue the vision, various initiatives have been

adopted. These include Business Process Re-engineering (BPR),

Total Quality Management (TQM), focus on enhancing

productivity, World Class Quality with least cost, Supplier

Upgradation, Strategic Sourcing, Global Sourcing, Product

Development, Channel Management coupled with lean

manufacturing.

As a result of the above, the Farm Equipment Sector has

won the prestigious Deming Application Prize awarded by

the Union of Japanese Scientists and Engineers (JUSE) in 2003.

This prize is considered to be equivalent to the Nobel Prize in

the area of Quality of Management. The FES has become the

First Tractor Manufacturer in the world to win this prestigious

award.

P.A.S. College

61

Mahindra & Mahindra

Farm Equipment Sector: Products

Tractors Below 30 HP

Yuvraj 265 DI Sarpanch

  

265 DI Bhoomiputra

 

Tractors Between 30 - 40 HP

Arjun 445 DI

 

   

275 DI TU Sarpanch 275 DI TU Bhoomiputra

   

475 DI Sarpanch 475 DI Bhoomiputra

P.A.S. College

62

Mahindra & Mahindra

Tractors Above 40 HP

Arjun 555 DI Arjun 605 DI   

575 DI Sarpanch 575 DI Bhoomiputra

Tractors Above 40 HP

Arjun 555 DI Arjun 605 DI   

575 DI Sarpanch 575 DI Bhoomiputra

   

585 DI Sarpanch

 

P.A.S. College

63

Mahindra & Mahindra

ANALYSIS OF DATA

The main objective of this chapter is to analysis the data

which were collected from survey. The data are converted into

tabular form and some mathematical formulae are used to the

data interpretation. Graphical representation the data is made

in this chapter.

The following table shows customer’s opinion regarding

mileage of swaraj in cultivation.

Table-1

S.No Response No.of

Respondents

Percentage

%

1 3 4 20

2 4 2 10

3 5 8 40

4 6 6 30

5 7 0 0

Total 20 100%

Comments : Out of 20 respondents 4 respondents are saying

that they are getting 3kms/Ltr as mileage. 2 respondents are

saying 4Kms/Ltr. 8 respondents are saying 5Km/Ltr. 6

respondents are saying 6Kms/Ltr. 40% respondents are

emphasis on 5Km/Ltr.

P.A.S. College

64

Mahindra & Mahindra

P.A.S. College

42

86

0

20

10

40

30

00

5

10

15

20

25

30

35

40

45

3 4 5 6 7

Lts/hr

No.of Respondents

% of Respondents

65

Mahindra & Mahindra

The fallowing tables shows customer’s opinion

regarding mileage in haulage of Swaraj

Table -2

S.No Response No.of

Respondents

Percentage

%

1 4 0 0

2 5 0 0

3 6 0 0

4 7 5 25

5 8 8 40

6 9 3 15

7 10 4 20

Comment : out of 20 respondent 5 respondents are saying

that they are getting 7Kms/Ltr as mileage in haulage. 8

respondents are saying 8Kms/Ltr.3 respondents are 9Kms/Ltr.4

respondents are 10Kms/Ltr. 40% are emphasis on 8Kms/Ltr.

P.A.S. College

66

Mahindra & Mahindra

P.A.S. College

0 0 0

58

3 4

0 0 0

25

40

15

20

0

5

10

15

20

25

30

35

40

45

4 5 6 7 8 9 10

Kms.Lt

Perc

enta

ge No.of Respondents

% of Respondents

67

Mahindra & Mahindra

The following tables shows customer opinion regarding

availability of spare parts of Swaraj

Table 3

S. No Response No.of

Respondents

Percentage

%

1 1 - 3 11 55

2 3 - 5 4 20

3 5 - 7 1 5

4 7 - 9 0 0

5 9 - 11 4 20

20 100

Comment : Out of 20 respondents’ 11 respondents are saying

that they are getting spare parts with in 1-3km. 4 respondent

are 3-5km. I respondent is 5-7km. 4 respondent are 9-11km.

55% respondents are emphasis on 1-3Km.

P.A.S. College

68

Mahindra & Mahindra

P.A.S. College

11

41 0

4

55

20

5

0

20

0

10

20

30

40

50

60

1-3 3-5 5-7 7-9 9-11

Kilometers

Perce

ntage

No ofRespondents

% ofRespondents

69

Mahindra & Mahindra

The following tale shows customers opinion regarding

availability of service center for swaraj.

Table 4

S.No Response No. of

Respondents

Percentage

%

1 1-3 10 50

2 3-5 1 5

3 5-7 5 25

4 7-9 0 0

5 9-11 4 20

Total 20 100

Comment : our of 20 respondents 10 respondents are saying

that they are getting services center for their tractors with in 1-

3km. I respondent is saying 3-5km. 5 respondents are 5-7km. 4

respondents are 9-11km. 50% respondents are emphasis on 1-

3km.

P.A.S. College

70

Mahindra & Mahindra

P.A.S. College

10

1

5

0

4

50

5

25

0

20

0

10

20

30

40

50

60

1-3 3-5 5-7 7-9 9-11

Kms

Perce

ntage

No of Respondents

% of Respondents

71

Mahindra & Mahindra

The following table shows customer’s opinion regarding

speed of Swaraj.

Table 5

S.NO Response No. of

Respondents

Percentage

%

1 15 0 0

2 16 0 0

3 17 0 0

4 18 0 0

5 19 0 0

6 20 2 10

7 25 18 90

Total 20 100

Comment : Out of 20 respondents 2 respondents are saying

the are having 20kms/Ltr as speed for their tractors. 13

respondents are 25km/Ltr. 3 respondents are 30kms/Ltr. I

respondent is 35kms/Ltr and I respondent is 40kms/Ltr for

their tractors. 65% respondents are emphasis on 25Kms/Ltr.

P.A.S. College

72

Mahindra & Mahindra

P.A.S. College

0 0 0 0 0 2

18

0 0 0 0 0

10

90

0

10

20

30

40

50

60

70

80

90

100

15 16 17 18 19 20 25

Kms/Lt

Perc

enta

ge No. of Respondents

% of Respondents

73

Mahindra & Mahindra

The following table shows customer opinion regarding

mileage of M&M in cultivation

Table 6

S.No Response

Kms/Ltr

No.of

respondents

Percentage

%

1 3 4 20

2 4 7 35

3 5 7 35

4 6 1 5

5 7 1 5

Total 20 100

Comment : Out of 20 respondents 4 respondents are saying

that they are getting 3Kms/Ltr as mileage 7 respondents are

saying 4 Kms/Ltr 7 respondents are saying 5Kms/Ltr. I

respondent is 6 Kms/Ltr and I respondent is 7 Kms/Ltr.

P.A.S. College

74

Mahindra & Mahindra

P.A.S. College

4

7 7

1 1

20

35 35

5 5

0

5

10

15

20

25

30

35

40

3 4 5 6 7

Kms/Lt

Perc

enta

ge No.of respondents

% of Respondents

75

Mahindra & Mahindra

The following table shows customer opinions regarding

mileage of M&M in Haulage.

Table 7

S.No Response No.of

Respondents

Percentage

%

1 4 1 5

2 5 3 15

3 6 1 5

4 7 3 15

5 8 10 50

6 9 1 5

7 10 1 5

Total 20 100

Comment : out of 20 respondents I respondent are saying

that they are getting 4Kms/Ltr as mileage in haulage. 3

respondents are saying 5Kms/Ltr. I respondent is 6 Kms/Ltr. 3

respondents are 7Kms/Ltr. 10 respondents are 8Kms/Ltr 1

respondents in 9Kms/Ltr and I respondents is 10Kms/Ltr. 40%

are emphasis on 8 Kms/Ltr.

P.A.S. College

76

Mahindra & Mahindra

P.A.S. College

13

13

10

1 15

15

5

15

50

5 5

0

10

20

30

40

50

60

4 5 6 7 8 9 10

Kms/Lt

Perc

entag

e No.of Respondents

% of Respondents

77

Mahindra & Mahindra

The following table shows customer’s opinion regarding

availability of M&M spare parts.

Table 8

S.No Response No.of

Respondents

Percentage

%

1 1-3 10 50

2 3-5 5 25

3 5-7 4 20

4 7-9 0 0

5 9-11 1 5

Total 20 100

Comment : out of 20 respondents 10 respondents are saying

that they are getting spare parts with in 1-3 Km. 5 respondents

are 3-5Km. 4 respondents are 5-7km. I respondent is 9-11km.

50% respondents are emphasis on 1-3 km.

P.A.S. College

78

Mahindra & Mahindra

P.A.S. College

10

5 4

0 1

50

25

20

0

5

0

10

20

30

40

50

60

1-3 3-5 5-7 7-9 9-11

Kms

Per

cen

tag

e

No of Respondents

% of Respondents

79

Mahindra & Mahindra

The following table shows customer’s opinion regarding

service center for M&M tractors.

Table 9

S. No Response No.of

Respondents

Percentage

%

1 1-3 12 60

2 3-5 2 10

3 5-7 0 0

4 7-9 3 15

5 9-11 3 15

Total 20 100

Comment : Out of 20 respondents 12 respondents are saying

that they are getting service centers with in 1-3 km. 2

respondents are 3-5km.

3 respondents are 7-9km. 3 respondents are 9-11km.

60% respondents are emphasis on 1-3km.

P.A.S. College

80

Mahindra & Mahindra

P.A.S. College

12

20

3 3

60

10

0

15 15

0

10

20

30

40

50

60

70

1-3 3-5 5-7 7-9 9-11

Kms

Perc

enta

ge No of Respondents

% of Respondents

81

Mahindra & Mahindra

The following table shows customer’s opinion regarding

speed of the M&M in Haulage

Table 10

S.No Response (In km) Respondents Percentage

1 15 3 15

2 16 0 0

3 17 0 0

4 18 2 10

5 19 0 0

6 20 13 65

7 25 2 10

8 30 0 0

9 35 0 0

10 40 0 0

Total 20 100

Comment : out of 20 respondents 3 respondents are saying

that they are having 15kms/Ltr as speed for their tractors. 2

respondents are 18Kms/Ltr. 13 respondents are 20Kms/Ltr. 2

respondents are 25Kms/Ltr. 65% respondents are emphasis on

25 Kms/Ltr.

P.A.S. College

82

Mahindra & Mahindra

P.A.S. College

30 0

20

13

20 0 0

15

0 0

10

0

65

10

0 0 00

10

20

30

40

50

60

70

15 16 17 18 19 20 25 30 35 40

Kms/Lt

Perce

ntage

Respondents

Percentage

83

Mahindra & Mahindra

The table shows the media from which they are getting

information.

Table 11

Sl. No Response No.of

Respondents

Percentage

of

Respondents

1 Newspapers 15 70%

2 Television 5 30%

Total 20 100%

Comment: Out of 20 respondents 15 respondents are saying

they are getting information form newspapers. 5 respondents

are saying they are getting information from Television.

P.A.S. College

84

Mahindra & Mahindra

P.A.S. College

15

70%

5

30%0

2

4

6

8

10

12

14

16

Newspapers Television

Media

Perce

ntage

No.of Respondents

Percentage of Respondents

85

Mahindra & Mahindra

The following table shows the customer opinion

regarding mileage of M.F in cultivation.

Table -12

S.No Response

(Kms/Ltr)

No.of

Respondents

Percentage

1 3 6 30

2 4 4 20

3 5 9 45

4 6 0 0

5 7 1 5

Total 20 100

Comment : Out of 20 respondents are saying that they are

getting 3 Kms/Ltr as mileage. 4 respondents are saying

4Kms/Ltr. 9 respondents are saying 5Kms/Ltr. I respondent is

7Kms/Ltr 45% respondents are emphasis on 5Kms/Ltr.

P.A.S. College

86

Mahindra & Mahindra

P.A.S. College

64

9

0 1

30

20

45

0

5

0

5

10

15

20

25

30

35

40

45

50

3 4 5 6 7

Kms/Lt

Perc

entag

e No.of Respondents

Percentage

87

Mahindra & Mahindra

The following table shows the customer opinion

regarding Mileage of M.F in Haulage.

Table 13

S.No Response

(Kms/Ltr)

No.of

Respondents

Percentage

1 4 0 0

2 5 0 0

3 6 4 20

4 7 2 10

5 8 9 45

6 9 2 10

7 10 3 15

Total 20 100

Comment : Out of 20 respondents 4 respondents are saying

that they are getting 6Kms/ltr as mileage. 2 respondents are

saying 7Kms/Ltr. 9 respondents are saying 8Kms/Ltr. 2

respondent is 9Kms/Ltr. 3 respondent is 10 Kms/Ltr. 45%

respondents are emphasis on 5 Kms/Ltr.

P.A.S. College

88

Mahindra & Mahindra

P.A.S. College

0 0

42

9

2 30 0

20

10

45

10

15

0

5

10

15

20

25

30

35

40

45

50

4 5 6 7 8 9 10

Kms/Lt

Perce

ntage

No.of Respondents

Percentage

89

Mahindra & Mahindra

The following table shows customer opinion regarding

availability of service centers.

Table 14

S.No Response (In

Km)

No. of

Respondents

Percentage

1 1-3 5 25

2 3-5 4 20

3 5-7 2 10

4 7-9 2 10

5 9-11 7 35

Total 20 100

Comment : Out of 20 respondents 5 respondents are saying

that they are getting spare parts with in 1-3Km. 4 respondents

are 3-5km.2 respondents are 5-7km. 2 respondent is 7-9km. 7

respondents are 9-11.35% respondents are emphasis on 9-11

km.

P.A.S. College

90

Mahindra & Mahindra

P.A.S. College

54

2 2

7

25

20

10 10

35

0

5

10

15

20

25

30

35

40

1-3 3-5 5-7 7-9 9-11

Kms

Perc

enta

ge No of Respondents

% of Respondents

91

Mahindra & Mahindra

The following table shows the customer opinior

regarding availability of service centers of MF

Table 15

S.No Response

(in km)

No.of

respondents

Percentage

1 1-3 12 60

2 3-5 0 0

3 5-7 5 25

4 7-9 1 5

5 9-11 2 10

Total 20 100

Comment : out of 20 respondents 12 respondents are saying

that they are getting spare parts with in 1-3 km. 5 respondents

are 5-7km. 1 respondent is 7-9km. 2 respondents are 9-11km.

60% respondents are emphasis on 1-3 km.

P.A.S. College

92

Mahindra & Mahindra

P.A.S. College

12

0

5

1 2

60

0

25

5

10

0

10

20

30

40

50

60

70

1-3 3-5 5-7 7-9 9-11

Kms

Perc

enta

ge No of Respondents

% of Respondents

93

Mahindra & Mahindra

The following table shows the customer opinion

regarding speed of the MF in Haulage

Table-16

S.No Response (In

Km)

No.of

Respondents

Percentage

1 15 1 5

2 16 0 0

3 17 0 0

4 18 0 0

5 19 0 0

6 20 5 25

7 25 14 70

8 30 0 0

9 35 0 0

10 40 0 0

Total 20 100

Comment : out of 20 respondents 14 respondents are saying

that they are having 25Kms/Ltr as speed for their tractors. I

respondent is 15 Kms/Ltr. 5 respondents are 20Kms/Ltr. 65%

respondents are emphasis on 25 Kms/Ltr.

P.A.S. College

94

Mahindra & Mahindra

P.A.S. College

1 0 0 0 05

14

0 0 05

0 0 0 0

25

70

0 0 00

10

20

30

40

50

60

70

80

15 16 17 18 19 20 25 30 35 40

Kms/hr

Perc

enta

ge No.of Respondents

Percentage

95

Mahindra & Mahindra

COMPARATIVE ANALYSIS

The following table shows the comparision between

m&m m.f, swaraj in fuel consumption (cultivation).

Table 1

S.No Response Percentag

e of M&M

responden

ts

Percentag

e of M.F

responden

ts

Percentag

e of Swaraj

responden

ts

1 3 (Kms/Ltr) 20 20 30

2 4 10 35 20

3 5 40 35 45

4 6 30 5 0

5 7 0 5 5

Comment : out of 20 respondents 20% of M&M respondents

are saying that they are getting 3Kms/Ltr as mileage. 30% of

swaraj respondents are saying 3Kms/Ltr. 20% of mf

respondents are saying 3Kms/Ltr. 20% of mf respondents are

saying 7Kms/Ltr. 5% of swaraj respondents are saying

7Kms/Ltr.

P.A.S. College

96

Mahindra & Mahindra

P.A.S. College

2020

30

10

35

20

40

35

45

30

5

0 0

5 5

0

5

10

15

20

25

30

35

40

45

Percentage

3 4 5 6 7

Kms/Lt

Percentage of M&M respondents

Percentage of M.F respondents

Percentage of Swaraj respondents

97

Mahindra & Mahindra

The following table shows the comparision between

m&m, m.f, swaraj in fuel consumption (Haulage).

Table 2

S.No Response Percetage of

M7M

respondents

Percentage

of M.F

respondents

Percentage

of Swaraj

Respondents

1 4Kms/Ltr 5 0 0

2 5 15 0 0

3 6 5 20 0

4 7 15 10 25

5 8 50 45 40

6 9 5 10 15

7 10 5 15 20

Comment : out of 20 respondents 5% of M&M respondents

are saying that they are having 4Kms/Ltr as mileage in

haulage. Nobody of mf & swaraj respondents are not having

4Kms/Ltr 15% of mf respondents are having respondents are

having 10Kms/Ltr 15% of mf respondents are having

10Kms/Ltr. 20% of swaraj customers are having 10Kms/ltr.

P.A.S. College

98

Mahindra & Mahindra

P.A.S. College

5

0 0

15

0 0

5

20

0

15

10

25

50

45

40

5

10

15

5

15

20

0

5

10

15

20

25

30

35

40

45

50

Percentage

4 5 6 7 8 9 10

Kms/Lt

Percetage of M7M respondents

Percentage of M.F respondents

Percentage of Swaraj Respondents

99

Mahindra & Mahindra

The following table shows the comparison between

m&m, m.f, swaraj in availability of spare parts.

Table 3

S.No Response Percentag

e of M&M

responden

ts

Percentag

e of M.F

responden

ts

Percentag

e of Swaraj

responden

ts

1 1-3 Km 50 25 55

2 3-5 25 20 20

3 5-7 20 10 5

4 7-9 0 10 0

5 9-11 5 35 20

Comment : Out of 20 respondens 50% of M&M respondents

are saying 1-3km. 25% of mf respondents are saying 1-3km.

55% of swaraj respondents are saying 1-3km/. only 5% of

m&m customers are saying that they are getting spare parts

within 9-11km. 35% of mf respondents are saying 9-11km.

20% of if swaraj respondents are saying 9-11km.

P.A.S. College

100

Mahindra & Mahindra

P.A.S. College

50

25

55

25

20 20 20

10

5

0

10

0

5

35

20

0

10

20

30

40

50

60

Percentage

1-3 3-5 5-7 7-9 9-11Kms/Lt

Percentage of M&M Respondents

Percentage of M.F Respondents

Percentage of Swaraj Respondents

101

Mahindra & Mahindra

The following table shows the comparison between

m&m m.f, swaraj in availability of service centers.

Table -4

S.No Response Percentag

e of M&M

responden

ts

Percentag

e of M.F

responden

ts

Percentag

e of Swaraj

responden

ts

1 1-3 Km 60 60 50

2 3-5 10 0 5

3 5-7 0 25 25

4 7-9 15 5 0

5 9-11 15 10 20

Comment : out of 20 respondents 60% of m&m respondents

are saying that they are having service centers within 1-3km.

60% of mf respondents also having service center within 1-

3km 50%of swarja respondents alsohaving service centers

within 2-3km. 15% of m&m respondents are saying that they

are having services centers within 9- 1 km. 10% of mf

respondents are having service centers within 9-11km 20% of

swaraj respondents are having service centers within 9-11km.

P.A.S. College

102

Mahindra & Mahindra

P.A.S. College

60 60

50

10

0

5

0

25 25

15

5

0

15

10

20

0

10

20

30

40

50

60

Percentage

1-3 3-5 5-7 7-9 9-11Kms/Lt

Percentage of M&M Respondents

Percentage of M.F Respondents

Percentage of Swaraj Respondents

103

Mahindra & Mahindra

The following tales shows the comparison between

m&m, m.f, swaraj in speed.

Table 5

S.No Response Percentag

e of M&M

responden

ts

Percentag

e of M.F

responden

ts

Percentag

e of Swaraj

responden

ts

1 15 15 5 0

2 16 0 0 0

3 17 0 0 0

4 18 10 0 0

5 19 0 0 0

6 20 65 25 10

7 25 10 70 65

8 30 0 0 25

Comment : out of 20 respondents of m&m 15% of

respondents are having 15kmph. 5% of respondents are

having 15kmph. 10% of m&m respondents having 25

kmph.70% of mf respondents having 25 kmph. 65% of swaraj

respondents having 25 kmph.

P.A.S. College

104

Mahindra & Mahindra

P.A.S. College

105

Mahindra & Mahindra

P.A.S. College

15

50 000 000

10

00 000

65

25

10 10

70

65

00

25

0

10

20

30

40

50

60

70

Percentage

15 16 17 18 19 20 25 30

Kms/Hr

Percentage of M&M respondents

Percentage of M.F respondents

Percentage of Swaraj respondents

106

Mahindra & Mahindra

The following table show the Usage of Tractor?

Table 6

YearsNo. of

Respondents% of Respondents

1-4 6 10

5-8 9 15

8-12 15 25

Above 12 30 50

Total 60 100

Comment : Out of 60 respondents 50% are using M&M Tractor

above 12years, 25% of respondents using M&M Tractor

between 8-12 years, 15% of respondents using M&M Tractor

between 5-8 years. And 10% of respondents using M&M

Tractor between 1-4 years.

P.A.S. College

107

Mahindra & Mahindra

P.A.S. College

108

Mahindra & Mahindra

FINDINGS

The main objective of this chapter is to deal with the

essence of what is written in the prevention chapter, Efforts

are made to outlines in the findings. Conclusions are drawn

based on findings. At last some valuable suggestions are

given.

Major Findings:

1. From the consumer survey it was found that majority of

the consumers are getting information through the media of

newspapers.

2. All most of respondents are preferred television for the

advertisement.

3. Consumer opinion regarding M&M tractor is found good

4. The researcher observed that the consumers are satisfied

with the M&M tractor.

5. Respondents are suggested to increase the frequency of

advertisement.

6. Even though the m&m is having good pricing structure it

is fair for the company to keep the same place as it is

maintaining a very good quality, having enough demand

and brand image.

7. No doubt the company’s tractor is having good demand

in the market, but it has to concentrate on advertising in

order to build up the corporate image.

P.A.S. College

109

Mahindra & Mahindra

CONCLUSION

This study clearly shows the portrait of consumer

awareness of the Mahindra & Mahindra. This product has an

average awareness among tractor consumers. About 60% of

the people are consuming it and accepting its quality.

Brand awareness can be exeated through effective

marketing campaigns and aggressive sales promotional

efforts. By keeping a constant touch with the marketing

elements through a company to upgrade its product which

satisfies the customers. By adopting theses steps mahindra &

mahindra can establish dominance over the other brands in

market.

P.A.S. College

110

Mahindra & Mahindra

SUGGESTIONS

1. From the comparative analysis part it is found that fuel

consumption is the major threat for M&M.

2. M&M need to concentrate more on service centres and

availability of spare parts why because most of consumers

will like the company which will give then after sales service

support.

3. Service camps are maintained at least monthly once by

dealer. So that most of the customers will be satisfied.

4. As heavy advertising media dominates the present day

market, it is suggested that advertisement in visual media

may be used extensively by the company it is highly useful

to increase the company sales.

5. Until now the company has not taken much promotional

activities keeping it in view that stocks are being stored

without any effort. But this policy may result hazardous

consequences in the long run. Since the customer is not

rationale, he would also take impulsive decisions due to the

persuasive nature of activities undertaken by competitor. So

it can be suggested that an appropriate budget is to

establish successfully retain the existing customers and to

expand its present market.

P.A.S. College

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Mahindra & Mahindra

6. Marketing department must conduct survey’s on regular

basis to know that preferences of consumers regarding

price, quality add advertising effectiveness.

7. India is a developing country; generally consumers in

India will purchase the product on the basis of price. So that

all the organizations will offer their product in reasonable

price.

P.A.S. College