MAHINDRA

1

AProject report on

“Studyof consumer behavior on buying four wheeler”In asansol

Submitted towards partial fulfillment of the requirement of the award of degree of“Bachelor of business administration”

Under WEST BENGAL UNIVERSITY OF TECHNOLOGY2009-2012

BENGAL COLLEGE OF ENGINEERING & TECHNOLOGYDURGAPUR

Submitted ByBidhan Chandra Mishra Roll No.9718BBA, 3rd year, 6th SEM.Bengal College of Engineering & Technology

Under the guidance ofMr. Mainak Sarkar

ACKNOWLEDGEMENT

No endeavor is complete without acknowledgement those who helped me to complete this project & make it a success.

My sincere thanks to Mr. Amitabh Bhattacharya, HOD of BBA Department of BCET, for giving me the opportunity to do this project work.

I would like to put on record my deep sense of gratitude towards our faculty member Mr. MainakSarkar, who has been my guide for this project and helped me out in the completion of this project report.

Most respectfully, I pay my sincerest thanks to the management of the organization who permitted me an opportunity to undergo for training in their esteemed organization. I’m especially indebted to the manager of training department who provided me the necessary I information, full of knowledge, support & inspiration needed to prepare this report.

Praise of one does not mean neglect for others, so I thank all the staff members of the organization who has given me cooperation and guidance in completion of my project.

BIDHAN CHANDRA MISHRA

Table Of Contents

MAHINDRA CAR HISTORY

Mahindra & Mahindra ltd. was a company set up in 1945 in Ludhiana as Mahindra and Mohammed. Post partition when Malik Ghulam Muhammad returned to Pakistan, the company was renamed Mahindra & Mahindra in 1948. It is an automotive company which deals in farm equipment , financial services, trade and logistics, automotive components, after-market, IT and infrastructure conglomerate.

Mahindra & Mahindra grew from being a market of army vehicles to a major automobile and truck manufacture. It has acquired plants in China and the U.K, and has three assembly plants in the USA. M&M has partnership with international companies like Renault SA, France and international Truck and Engine Corporation, USA.

M&M has a global presence and its product is exported to several countries. Its global subsidiaries include Mahindra Europe Srl.

Based in Italy, Mahindra UISA Inc., Mahindra SCA and Mahindra (china) Truck Co. Ltd.

Mahindra is one of the leading Tractor brands in the world. It is also the largest manufacturer of Tractors in India (16) with sustained market leadership of over 25 years. It designs, develops, manufacturers and market tractors as well as farm implements. Mahindra Tractors (China) Co. Ltd., Manufacturers tractors for the growing Chinese market and is a hub for tractor export to the USA and the other nations. M&M has a 100% subsidiary, Mahindra USA, which assembles product for the American market.

Mahindra made its entry into the passenger car segment with the Logan in April 2007 under Mahindra Renault join venture. M&M will make its maisden entry in to the heavy trucks segment with Mahindra Navistar, the joint venture with International truck USA.

Mahindra’s automotive division makes a wide range of vehicles including MUVs, LCVs and three wheelers. It offers 20 models including

new generation multi-utility vehicles like the Scorpio & Bolero.

At 2008 the Delhi Auto show, Mahindra executive said the company is pursuing an aggressive product expansion program that would see the launch of several new platforms and vehicles over next three years, including an entry-level SUV designed to seat five passengers and powered by a small turbo diesel engine.(19) True to their word, M&M launched the Mahindra Xylo in January 2009, the Xylo sold over 15000 units.

M&M grew from being a maker vehicle to major automobile and tractor manufacture. M&M was first known for assembly under license of the iconic wily jeep in India. The company later branched out into manufacturing light commercial vehicles.

The company’s flagship UV, Scorpio, hit the Indian markets and then success of this multi utility vehicle saw the company wining the consumers heart. M&M made its entry into the passenger car segment with the Logan

April 2007 under the Mahindra-Renault joint venture. Its plants in Mumbai and Nasik manufacture multi-utility vehicles and their engines are produced at the Igatpuri plant. Utility vehicles, light commercial vehicles and 3 wheelers are manufactured at Zaheerabad plant in Andhra Pradesh and three-wheelers at the Haridwar plant.

The company has an established dealer network which is estimated to be more than 500. The well established company is now eyeing the hatchback’s and will bring in some competition when it launches the Mini Xylo in India. The company too has plants to go green with hybrid versions of their car models.

Advanced Technologies Used In Mahindra

Mahindra vehicles come equipped with latest safety features. The compartment layout of

the car ensures protection for the passengers in case of formal collision. The vehicle’s central pillar safeguards its occupants from the impact of a side collision. The sedan features advanced safety features including

Antilock Braking System (ABS),AirbagsRemote controlled central lockingNylon Gripped tyresMaster chip keyFinger print door systemWise commandGPRS Wi-FiLess Pollutant &Good Mileage

What is J D Power?

• A company named J D Power & Associates started by James David Power in 1968 in California, USA.

• Started a survey named J D Power Customer Satisfaction Index in 1981.

• Survey has become a Benchmark to measure Customer Satisfaction in Automotive Industry across the globe.

What J D Power does in India?

An annual survey in the following areas.

• Sales Satisfaction Index (SSI).

• Customer Satisfaction Index (CSI).

• Initial Quality Scores (IQS).

• Automotive Performance, Execution & Layout (APEAL) Scores.

• Vehicle Dependability Study – First result in 2008

• JD Power Survey

• JD Power Syndicated Surveys

• Yearly

• M&M conducts Proprietary Surveys through J D Power

• Half Yearly – for JDP Cities

• Yearly for Non JDP cities

Service

Sales Satisfaction Index (SSI)

• The JD Power Sales Satisfaction index (SSI) is a measure of the consumer’s satisfaction with the entire Sales & delivery process while purchasing a vehicle.

• The Index measures levels of customer satisfaction with the pre sales process, the actual sales and the delivery process.

• All findings, scores and the rankings are based on the aggregated opinions and assessment of respondents.

• Final index score comes out of individual index score and weighted out of the total volume sold.

• Has been releasing selected reports in India since 1997

• JD Power reports - influencing the buying behavior of the customers - be it product quality or dealerships customer services

SSI Factor Structure

Initiating the Sales experience 12.4%

– 5 Attributes

• Amount of time waited to be greeted at dealer

• Salesperson's explanation of features, advantages, and benefits of vehicle (including information on competition)

• Salesperson's attention focused on you prior to purchase decision

• Demonstration of vehicle (static and test drive)

• Thoroughness of follow up on enquiries/ requests prior to purchase decision

Dealer Facility 11.4%

– 8 Attributes

• Convenience of location

• Wide Selection of display vehicles

• Hours of operation (Convenience of operating hours)

• Neighborhood of dealership

• Comfort of office where transaction completed

• Ease of looking at vehicles

• Availability of product information (Display of product information e.g. price, product brochures, information on competitive models etc.)

• Exterior layout of showroom inviting and friendly

Deal 9.4%

– 5 Attributes

• Price paid relative to expectations

• Degree to which you influenced contract terms

• Wide range of payment options (including financing options)

• Ease of understanding the negotiation (transparency of deal)

• How quickly you negotiated the deal

Paperwork & Finance Process 10.1%

– 9 Attributes

Purchase Paperwork Process (Sub Factor)

• Ease of completing purchase documents

• How quickly purchase paperwork process completed

• Clear explanation of all purchase documents

• Ability to answer purchase paperwork queries

Finance Process (Sub Factor)

• Ease of providing required documents for financing

• How quickly finance process completed

• Consideration & respect in dealing confidential documents

• Clear explanation of all finance documents

• Ability to answer finance-related queries

Salesperson 14.8%

– 5 Attributes

• Salesperson's knowledge about vehicles

• Fulfillment of commitments

• Appropriateness of sales pressure

• Courtesy and friendliness

• Sufficient time allowed before deciding

Delivery Timing 16.4%

- 3 Attributes

• Ability to deliver at promised time

• Length of time needed to deliver vehicle

• Ability to deliver vehicle at requested time (special dates, auspicious times etc.)

Delivery Process 25.5%

– 6 Attributes

• Ability to answer questions at delivery

• Attention focused on you during delivery

• Time to complete delivery process

• Condition of vehicle (Condition/ cleanliness of your vehicle (clean, free from dings, scratches, etc.)

• Thoroughness of explanations (e.g. owner's manual, features etc.)

• Enthusiasm of the staff in making the delivery process enjoyable

Customer Service Index

Customer Service Index (CSI)

• The JD Power Customer Service index (CSI) is a measure of the consumer’s satisfaction with the entire After Sales process while getting his vehicle serviced.

All findings, scores and the rankings are based on the aggregated opinions and assessment of respondents

M&M SSI Ranking

IQS

• IQS measures consumer satisfaction with vehicle design and mechanical quality: design quality to gauge how the vehicle works (i.e., control operation and layout) and mechanical quality.

• The Initial Quality Study (IQS) provides in-depth diagnostic information on new-vehicle quality between 2-6 months of ownership.

• Results are presented using a problems-per-100 vehicles (PP100) metric, often referred to as "things gone wrong."

APEAL Survey

CSI - Rankings

• The Automotive Performance, Execution and Layout Study (APEAL) identify the features that consumers find most appealing about their new vehicles.

• Owners evaluate more than 100 attributes in categories including ride and handling, engine and transmission, and comfort and convenience.

• APEAL measures how happy an owner is with the design, content, layout, and performance of their car within 90 days of purchase.

• APEAL is designed to complement the J.D. Power and Associates Initial Quality Study SM (IQS), which focuses on problems experienced by owners between 2-6 months of ownership. APEAL measures how gratifying a new vehicle is to own and drive.

Vehicle Dependability Study (VDS)

• J.D. Power Asia Pacific 2008 India Vehicle Dependability Study inaugurated on 17 June 08

• Measures problems experienced by owners of 30- to 42-month-old vehicles

• Based on the number of problems reported per 100 vehicles

• Examines more than 150 problem symptoms across nine vehicle categories : vehicle exterior; driving experience; (features, controls and displays); audio; entertainment; seats; (heating, ventilation and cooling (HVAC)); vehicle interior; engine; and transmission

• Study helps manufacturers to track the quality performance of their models to implement product improvements

• Provides consumers with insight into the reliability and dependability of brands and specific models after the warranty period

• Market segments: compact; premium compact; entry midsize; midsize; premium midsize; entry luxury; multi-utility/multi-purpose vehicles (MUV/ MPV); and sport-utility vehicles (SUV)

Rudra Automobiles pvt ltd

Rudra is the second largest seller of Mahindra vehicles in West Bengal & 1st in infrastructure. Rudra group has four dealership i.e., in Asansol, Bankura,Burdwan & Purulia. Asansol Banki danga, NH2 is the headquater of the Rudra group.

In Rudra group there are approx 450-500 workers were working & all of the are at well pay scale.

Rudra group has very much advanced technological machinery, maintainance service, experienced workers thus it makes fast delivery , gives fast services to their customers.

It sells minimum 3-8 vehicles everyday.

Mahindra & Mahindra new launched vehicles.

SCORPIO V-SERIES

COLOUR AVAILABLE : Fiery Black, Turf Green, Mist Silver, Diamond White, Rocky Beige, Java Brown

PRICE : 7,25,424-12,63,292

Mahindra & Mahindra new launched vehicles

BOLERO

COLOUR AVAILABLE: : Fiery Black, Mist Silver, Diamond White, Rocky Beige, Java Brown

MILEAGE:

PRICE: 4,94,000-6,96,093


XYLO E9

COLOUR AVAILABLE : : Fiery Black, Turf Green, Mist Silver, Diamond White, Rocky Beige, Java Brown, Toreador Red

PRICE : 7,33,695-10,47,414


VeRIOTO D6

COLOUR AVAILABLE : : Fiery Black, Turf Green, Mist Silver, Diamond White, Rocky Beige, Java Brown

PRICE : 4,91,693-6,94,698

Definition Consumer Buying Behavior

Buying behavior of final consumers Purchase goods and services for personal

consumption

Consumer Market All individuals and households Buy or acquire goods and services for

consumption

Previewing the Concepts

Understand the consumer market and the major factors that influence consumer buyer behavior.

Identify and discuss the stages in the buyer decision process.

Describe the adoption and diffusion process for new products.

Define the business market and identify the major factors that influence business buyer behavior.

List and define the steps in the business buying decision process.

Consumer Buying Behavior

Refers to the buying behavior of people who buy goods and services for personal use.

These people make up the consumer market.

The central question for marketers is:

“How do consumers respond to various marketing efforts the company might use?”

CHARACTERISTICS Affecting Consumer Behavior

Culture:

– Basic values, perceptions, wants and behaviors

– Learned from family and important institutions

Subculture:– Group of people with shared value systems– Based on common life experiences and

situations

Factors Affecting Consumer Behavior : culture

Most basic cause of a person's wants and behavior.

Values

Perceptions

Subculture

Groups of people with shared value systems based on common life experiences.

Hispanic Consumers

African American Consumers

Asian American Consumers

Mature Consumers

Social Class

People within a social class tend to exhibit similar buying behavior.

Occupation Income Education Wealth

Factors Affecting Consumer Behavior : social

Groups

Membership

Reference

Groups

Membership

Reference

FamilyHusband, wife, kidsInfluencer, buyer, user

FamilyHusband, wife, kidsInfluencer, buyer, user

Roles and StatusRoles and Status

Social FactorsSocial Factors

Factors Affecting Consumer Behavior : personal

Personal InfluencesPersonal Influences

Age and Family Life CycleStage

Age and Family Life CycleStage OccupationOccupation

Economic SituationEconomic Situation

Lifestyle IdentificationLifestyle Identification

ActivitiesActivities OpinionsOpinions

InterestsInterests

Personality & Self-ConceptPersonality & Self-Concept

Factors Affecting Consumer Behavior : Psychological

Maslow’s Hierarchy of Needs

PsychologicalFactors

MotivationMotivation

PerceptionPerception

LearningLearning

Beliefs and Attitudes

Beliefs and Attitudes

Four Types of Buying Decision Behaviour

• Based on:

– Degree of involvement

– Degree of perceived differences between brands

– Influences promotional strategies

Esteem Needs(self-esteem, status)

Social Needs(sense of belonging, love)

Safety Needs(security, protection)

Physiological Needs(hunger, thirst)

Self Actualization

(Self-development)

The Buyer’s Decision Process

Need RecognitionNeed Recognition

Information SearchInformation Search

Evaluation of AlternativesEvaluation of Alternatives

Purchase DecisionPurchase Decision

Postpurchase BehaviorPostpurchase Behavior

The Buyer Decision Process

Step 1. Need Recognition

Difference between an actual state and a desired state

Step 2. Information Search

Family, friends, neighborsMost influential source of informationAdvertising, salespeopleReceives most information

from these sourcesMass MediaConsumer-rating groups

Handling the productExamining the productUsing the product

Personal SourcesPersonal Sources

Commercial SourcesCommercial Sources

Public SourcesPublic Sources

Experiential SourcesExperiential Sources

Internal Stimuli

Hunger

Thirst

A person’s normal

needs

External Stimuli

TV advertisingMagazine adRadio sloganStimuli in the

Environment

Step 3. Evaluation of Alternatives

Step 4. Purchase Decision

Product AttributesEvaluation of Quality, Price, & Features

Product AttributesEvaluation of Quality, Price, & Features

Degree of ImportanceWhich attributes matter most to me?

Degree of ImportanceWhich attributes matter most to me?

Brand BeliefsWhat do I believe about each available brand?

Brand BeliefsWhat do I believe about each available brand?

Total Product SatisfactionBased on what I’m looking for, how satisfied

would I be with each product?

Total Product SatisfactionBased on what I’m looking for, how satisfied

would I be with each product?Evaluation ProceduresChoosing a product (and brand) based on one

or more attributes.

Evaluation ProceduresChoosing a product (and brand) based on one

or more attributes.

Purchase IntentionDesire to buy the most preferred brand

Purchase IntentionDesire to buy the most preferred brand

Purchase DecisionPurchase Decision

Attitudes of others

Unexpected situational factors

Step 5.Postpurchase Behavior

Stages in the Adoption Process

Consumer’s Expectations of Product’s Performance

Consumer’s Expectations of Product’s Performance

Dissatisfied

Customer

Dissatisfied

Customer

Satisfied Customer!Satisfied Customer!

Product’s Perceived Performance

Cognitive Dissonance

AwarenessAwareness

InterestInterest

EvaluationEvaluation

TrialTrial

AdoptionAdoption

My work at Cadbury

Within a short span of time of 1 Month I could not participate in any Sales implementation process w.r.t Consumer buying behavior in Rudra Motors, Asansol. I was appointed as trainee assistant to the Trainer, Mr. Joydip Das. My work was to learn the actual implementation process of Consumer buying behavior under the able guidance of the Trainer, Mr. Joydip Das. The trainer provided me with the actual secondary company data w.r.t the topic & explained each & every steps of Consumer buying behavior.

METHODOLOGY

(1)Preliminary Survey: - The project study was undertaken general discussion and informal interview with the customer both possessing and prospective. The objectives were set mainly to gain an idea about consumers buying behaviors of cars.

(2)Data Collection: - The data were collected from primary sources. The primary data were collected from the customer both possessing and prospective. Surveying method through personal or direct interviews with the help of questionnaire-designed specification for the purpose did this.

(3)Questionnaire Design:-Primary data was collected through well framed questionnaire. The questionnaire had two parts, one part for possessing customers and other part for prospective customer. Question was framed keeping mind. The various information required as per the objectives. Each question was directed towards getting information regarding M&M as well as other competitors. The questionnaire contained both open ended and close ended question. Also question with multiple-choice answers, degree of importance scale etc. were included. All effort were made to that the questionnaire was simple and precise and also adequate care was taken about the language, structure and format of questionnaires.

(4)Sample Size: The sample was selected on the basis of simple random sampling. A total 50 customer surveyed where 44 were processing and 6 were prospective customers.

The total sample size in segmented under the following zone:

Zone:RudraAutomartPVT. LTDBakiDanga, N.H2ASANSOLMahindra&MahindraCo.Ltd

(5)Analysis: The data collected from the customer were analysed using different standard statistical tools and techniques each of the question were analyzed to find out the purchasing behavior of different cars with reference to M&M motors.

(6)Scope: The scope of the project is define by the objective of the study it self. If the study was basically for the fulfillment at its objectives. This means that scope of this project study is restricted to consumers buying behaviors of M&M cars among the other brand in the market.

Scope of this project is also restricted to the area of field survey in Asansol& Durgapur. The study does not include any other area like finance personnel product etc.

(7)Limitations: With many points the study of this project suffered from many limitation also, likewise as the sample is low I cannot analyze many respondent, as the survey may also suffer from bias results.

(8)Recommendation: Recommendation were made or the base of finding drawn from the project analysis.

(9)Conclusion: Conclusion were made on the finding and analysis of the survey.

QUESTIONNARIESName: ……………………………………………………….Occupation………………………………………………..

1. Do you have acar?

a) Yesb) No

2. Which is the brand name of your car?

a) Maruti b) Tatac) Mahindrad) Hyundaie) Chevroletf) Other

3. How did you aware of different brands of cars?

(a) News papers(b) Magazines

(c) T.V. add (d) Trade fairs (e) Friends (f) Family members

4. Arrange according to choice.

a)Mahindra b)Tatac)Mahindra d)Hyundaie)Chevrolet f)Fiatg)Toyota h)Skodai)Ford

5. What are the factor affecting consumer buying.

a) Cultureb) Social Status

c) Lifestyle d) Psychological factor e) Reference Group

6. What are the factors affective consumer buying behavior?

Sl. No.

Attributes Very Important

Important Not so important

a) Price

b) Financial assistance / credit facility

c) Fuel efficiency

d) Style / looks

e) Comfort and convenience

f) Durability

g) Brand image

h) Advertising

i) After sales service

7. Do you prefer Mahindra?

a) Yesb) No

8. Are you planning to purchase a latest model of car ?

(a) Yes (b) No

9. Among all of the M&M vehicles you like most.a) Xylo E9b) Verito D6c) Scorpio V-SERIESd) Bolero

e) XUV 500

10. Which of the following technical features do you accept from your new car that does not exist in the old car?

Sl. No.

Technical features Yes No

1. High engine power

2. High fuel efficiency

3. Breaks

4. Tyres & Wheels

5. Power Steering

6. Suspension

7. Power window

11. Do you want avail any promotional scheme while purchasing the new car?

(a) Yes (b) No

12. If yes please tick following promotional scheme.

Scheme Very imp Imp Not so imp

a) Price discount

b) Warranty Period

c) Free gift & coupons

d) Installment facility

e) Insurance

13. Are you satisfied with the after sales service of your car ?

(a) Yes(b) No

14. What is you preferred mileage in car.a) 13 kmpl

b) 16kmpl c) 18kmpl d) 20kmpl e) 22kmpl

15. How much you satisfied from this company (M&M).(Give the rating from 0-9)

DATA ANALYSIS & INTERPRETATION

1. Do you own a car?

Responses No.of respondents Percentage(%)

Yes 44 88

No 6 12

Yes88%

No12%

Possession of cars

Yes No

Inference:-The question revealed that, of the 50 respondents only 44 of them owns a car whereas rest 6 do not possess car.

2.Which is the brand name of your car?

Responses No.of respondents Percentage (%) a) Maruti 18 36

b) Tata 8 16c) Mahindra 12 24d) Hyundai 7 14e) Chevrolet 3 6

f) Other 2 4

Maruti Tata Mahindra Hyundai Chevrolet Others0

5

10

15

20

25

30

35

40

No.of respondentsPercentage( %)

Inference:-The question revealed that, of the 50 respondents 18 obtains Mahindra, 8 obtain Tata, 12 obtain Mahindra, 7 obtain Hyundai, 3 obtain Chevrolet & only 2 obtain other brands.

3.How did you aware of different brands of cars?

Media Percentage

Newspaper 82Magazines 64Advertisement T.V 100Trade Fairs 20Friends 80Family Members 64Others 46

Newsp

aper

s

Mag

azine

s

T.V. A

dver

tisem

ent

Trade

Fair

s

Friend

s

Family

Mem

bers

Other

s0%

20%

40%

60%

80%

100%

120%

82%

64%

100%

20%

80%64%

46%

Awareness Media

Media

Per

cen

tag

e

Inference:- Of the different media, TV Advertisement ranked top in

creating brand awareness among the perceptual mindset of the

customers, which in turn effects the buying behavior of a customer.

4.Rate the following according to choice

5. What are the factor affecting consumer buying.

Special Features Survey Customer Percentage Culture 6 12

Brands Percentage

Hyundai 27.27%

Fiat 0%

Mahindra 40.90%

Chevrolet 4.5%

Toyota 0%

TATA 20.45%

Maruti 4.5%

Skoda 0%

Ford 2.27%

Social Status 10 20 Lifestyle 16 32 Psychological factor 9 18 Reference Group 9 18

Culture12%

Social Status20%

Life Style32%

Psychological Factors18%

Reference Group18%

Percentage

Inference :- The above graph shows that 12% of the surveyed customers use the product due to cultural factors, 20% of the surveyed customers use the product due to social status factors, 32% of the surveyed customers use the product due to the life style factors, 18% of the surveyed customers use the product due to the psychological factors,18% of the surveyed customers use the product due to the reference group factors.

6. What are the factors affecting consumer buying behaviors?

Price

Finan

cial a

ssista

nce / c

redit f

acility

Fuel

efficie

ncy

Style

/ looks

Comfort an

d conve

nience

Durabilit

y

Brand im

age

Adverti

sing

After sal

es ser

vice

01234567

Very Important

Important

Not so important

Sl. No.

Attributes Very Important

Important

Not so important

a) Price 6

b) Financial assistance / credit facility

6

c) Fuel efficiency 6

d) Style / looks 6

e) Comfort and convenience 6

f) Durability 6

g) Brand image 6

h) Advertising 6

i) After sales service 6

8.Do you prefer Mahindra?

Responses No.of respondents Percentage(%)Yes 45 90

No 5 10

Yes90%

No10%

Preference

Inference:-The question revealed that, of the 50 respondents only 45 of them prefer Mahindra whereas rest 5 do not prefer Mahindra.

9. Are you planning to purchase a latest model of car ?


No 20 40

Yes60%

No40%

Responses

Inference:-The above graph revealed that, of the 50 respondents only 30 of them wants to purchase

latest model of car & 20 of them do not wants to change.

10.Among all of the M&M vehicles you like most. Responses No.of respondents Percentage(%)

Xylo E9 12 24 Verito D6 10 20 Scorpio V-SERIES 20 40 Bolero 5 10 Xuv 500 3 6

Xylo Varito Scorpio Bolero Xuv 5000

5

10

15

20

25

30

35

40

45

No. of respondentsPercentage(%)

Inference :- The above graph reveals that the most choice able car is Scorpio in the Market.

11. Which of the following technical features do you accept from your new car that does not exist in the old car?

Sl. No.

Technical features Yes No

1. High engine power 100 % 0 %

2. High fuel efficiency 95 % 5 %

3. Breaks 100 % 0 %

4. Tyres & Wheels 80 % 20 %

5. Power Steering 98 % 2 %

6. Suspension 100 % 0 %

7. Power window 80 % 20 %

High en

gine p

ower

High fu

el effi

ciency

Brakes

Tyres

& W

heels

Power Ste

ering

Susp

ensio

n

Power window

0%20%40%60%80%

100%120%

100% 95% 100%80%

98% 100%80%

0% 5% 0%20%

2% 0%20%

Technical feature expectation

Yes

No

Technical feature

Perc

enta

ge

Inference:- In terms of technical feature expectation of the respondents, it was found that all the technical feature are expected by the customers

12.Do you want avail any promotional scheme while purchasing the new car? Responses No.of respondents Percentage(%)Yes 30 60

No 20 40

Sl.No. Scheme Very

Important

Important Not so important

1 Price discount 6 3 --

2 Exchange offer -- 6 4

3 Free gift 6 4 6

4 Installment facility 7 6 0

5 Interest free

installments

-- 2 0

Price discount Exchange offer Free gift Installment facil-ity

Interest free installments

01234567

Promotional Scheme

13. Are you satisfied with the after sales service of your car ?


No 0 0

Yes100%

After Sales Service Satisfaction Level

Inference :- From the above graph we can see that the consumers are highly satisfied with the sales and services of the company.

14. What is you preferred mileage in car.

Responses No. of respondents Percentage(%)

13 kmpl 4 8 16kmpl 8 16 18kmpl 20 40 20kmpl 10 20 22kmpl 8 16

13 kmph8%

16 kmph 16%

18 kmph 40%

20 kmph20%

22 kmph16%

No of Respondent

15. How much you satisfied from this company (M&M )?

Yes100%

After Sales Service Satisfaction Level

Inference :- From the above graph we can see that the consumers are highly satisfied with the company.

RECOMMENDATIONS

Based on the findings drawn from the project’s analysis, certain recommendation need to be made as regards to the future course of action Mahindra India Pvt Ltd., which can go a long way in improving the Brand Awareness of the Company in the Motorcars market. The main recommendations are:

Mahindra should continue with its range of innovative products. At the same times try to add value to its existing products so that it can cater to the present day requirements. As the study reveals that majority of customers are aged 20 – 40 years the needs and wants should be kept in mind while designing new products.

As the buying decision of the buyer has influenced by himself, company should target them through demonstration and advertisement.

As the market for the financial institutions are increasing, the company should target them through demonstration and advertisement.

Facilities should be providing to the dealers so that they can extend them to the customers while purchasing this brand.

Increase in sales promotion budgets to develop a point of purchase display and to participate to a greater extent in Trade shows and similar kind of shows and this will motivate the non-users to try out the products.

The company can make charitable donation to different organizations. It can extend their helping hand to the people hotted by natural havoc like flood, draught, earthquake etc. to win the hearts of the mass people which will build a good image of the Company among them.

Incentives and financial benefits provided to the dealers should be maximized to maintain their level of satisfaction and motivation.

LIMITATION

The study suffers from many limitations of this report are enumerated as the following:

Firstly, being the whole project dependent on primary data, the study has gained vulnerability.

Secondly, the survey was restricted only 50 respondents in whole Asansol and as such may not be true representative of the entire Asansol.

Thirdly, the major constrain was the time factor, as the study have to be finished within the stipulated time period.

Fourthly, lack of interest and unenthusiastic response may have allowed biasness to creep this report.

Finally, lack of conclusions, which have been drawn, are subject to criticism at any stages of its analysis and presentation. This report may not provide the best possible market scenario and the efforts can always be made to have this project report more effective and useful.

BIBLIOGRAPHY

Company Magazines & JournalsText book by Philips kotlerWebsite:

www.mahindrarise.in

Wikipedia

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