Project report on ITL Motors

8/21/2019 Project report on ITL Motors

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CHAPTER 1

INTRODUCTION


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1.0 INTRODUCTION

The project is undertaken to measure the brand awareness level of Mahindra XUV500 in an around

Palakkad, measuring the brand awareness level of a particular companys brand is of vital importance since it

indicates the number of people who are aware of a particular brand in a given period of time and it alsohighlights the effectiveness of the different advertising or promotional tools used for the purpose.

Brand awareness is the consumers ability to recognise or recall (identify) the brand within a

given product category in sufficient detail to make a purchase decision. This also means that the consumers

can propose, recommend, choose, or use the brand. The objectives of most advertising campaign are to create

and maintain brand preference. The first step is to make potential consumers aware of a brands existence.

One of the prominent goals of any business should be to build brand image and awareness of its

product, albeit in as costeffective manner as possible. Consumer tends to make purchasing decision based on

peer recommendation and direct experience, as well traditional advertising methods.

The project aims towards increasing the brand awareness since its one of the effective tool to effect the

final purchase decision and the volume of sales. I had used the topic to find out or measure the brand awareness

level among the customers and the ways to increase its awareness.

Mahindra who has entered the motor industry initially to manufacture general-purpose utility vehicles,

Mahindra & Mahindra (M&M) was first known for assembling under licence of the iconic Willys Jeep in India.

The company later branched out into manufacture of light commercial vehicles (LCVs) and agriculture

tractors, rapidly growing from being a manufacture of army vehicles and tractors to an automobile major with a

growing global market. At present M&M is the leader in the utility vehicle (UV) segment in India with its

praise worthy products like Scorpio, Bolero, Xylo, XUV500 etc. In this project, I went into a search for details

regarding the brand awareness of Mahindra XUV500.

The analysis was done with the help of the data collected through questionnaire taking the sample size

of 100 in an around Palakkad. As the brand awareness is directly associated with promotion strategy taken by

the company its effectiveness is evaluated and the steps to increase the awareness level of the customers are

considered.


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Therefore I have used various tools and techniques for the purpose of analysis of the data and have tried

to throw a clear light towards the level of brand awareness of Mahindra XUV500 and the measures to increase

its awareness and to evaluate the best media of communication for the purpose.

1.1

PROFILES

a)

INDUSTRY PROFILE

The automobile industry has changed the way people live and work. The earliest of modern cars was

manufactured in the year 1895.

Shortly the first appearance of the car followed in India. As the century turned, three cars were imported in

Mumbai (India). Within decade there were total of 1025 cars in the city.The dawn of automobile actually goes

back to 4000 years when the first wheel was used FORTRANs partitioning India. In the beginning of 15th

century, Portuguese arrived in China and the interaction of the two cultures led to a variety of new technologies,

including the creation of a wheel that turned under its own power. By 1600s small steam-powered engine

models was developed, but it took another century before a full-sized engine- powered vehicle was

created.Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It was the

first internal-combustion motor car of America, and it was followed by Henry Fords first experimental ca r that

same year. One of the highest-rated early luxury automobiles was the 1909Rolls -Royce Silver Ghost that

featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an aluminum body.

Chauffeurs usually drove it and emphasis was on comfort and style rather than speed.During the 1920s, the cars

exhibited design refinements such as balloon tires, pressed steel wheels, and four-wheel brakes.

Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body. The 1937 Pontiac De

Luxesedan had roomy interior and rear-hinged back door that suited more to the needs of families. In 1930s,

vehicles were less boxy and more streamlined than their predecessor was.

The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires. The year 1957

brought powerful high-performance cars such as Mercedes-Benz 300SL. It was built on compact and stylized

lines, and was capable of 230 kmph (144 mph). This was the Indian automobile history, and today modern cars

are generally light, aerodynamically shaped, and compact.


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The automobile industry in India is on an investment overdrive. Be it passenger car or two-wheeler

manufacturers, commercial vehicle makers or three-wheeler companies - everyone appears to be in a scramble

to hike production capacities. The country is expected to witness over Rs 30,000 crore of investment by 2010.

Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be launching a mini

and may be a compact car.

Most of the companies have made their intentions clear. Maruti Udyog has set up the second car plant with a

manufacturing capacity of 2.5 lakh units per annum for an investment of Rs 6,500 Crore (Rs 3,200 Crore for

diesel engines and Rs 2,718 Crore for the car plant itself).

Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3 years. Hyundai

will bring in more than Rs 3,800 Crore to India. Tata Motors will be investing Rs 2,000 Crore in its small car

project.

General Motors will be investing Rs 100 Crore, Ford about Rs 350 Crore and Toyota announced modest

expansion plans even as Honda Siel has earmarked Rs 3,000 Crore over the next decade for India - a sizeable

chunk of this should come by Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors

have each announced well over Rs 1,000 Crore of investment. Mahindra & Mahindra's joint venture with

International Trucks is expected to see an infusion of at least Rs 500 Crore.

b)

COMPANY PROFILE

Mahindra & Mahindra limited is a part of Mahindra Group, an automotive farm equipment, financial

services, trade and logistics, automotive components, after-market, I.T and infrastructure conglomerate. The

company was set up in 1945 as Mahindra & Mohammed. Later, after the partition of India, Ghulam Muhammad

returned to Pakistan and became that nations first finance minister. Hence, the name was changed from

Mahindra & Mohammed to Mahindra & Mahindra in 1948.

Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first

known for assembly under licence of the iconic Willys Jeep in India. The company later branched out into

manufacture of light commercial vehicles (LCVs) and agriculture tractors, rapidly growing from being a

manufacture of army vehicles and tractors to an automobile major with a growing global market. At presen

M&M is the leader in the utility vehicle (UV) segment in India.


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Business

Mahindra & Mahindra grew from being a maker of army vehicles to a major automobile and tractor

manufacture. It has acquired plants in China and the United kingdom, and has three assembly plants in the

USA. M&M has partnerships with international companies like Renault SA, France and international Truck and

Engine Corporation, USA.

M&M has a global presence and its products are exported to several countries. Its global subsidiaries

include Mahindra Europe Srl. based in Italy. Mahindra USA Inc, Mahindra South Africa and Mahindra (China)

tractor Co. Ltd.

M&M is one of the leading tractor brands in the world. It is also the largest manufacturer of tractors in

India with sustained market leadership of over 25 years. It designs, develops, manufactures and markets tractors

as well as farm implements. Mahindra tractors (China ) Co. Ltd. Manufactures tractors for the the growing

Chinese market and is a hub for tractor exports to the USA and other nations. M&M has a 100% subsidiary,

Mahindra USA, which assembles products for the American market.

M&M made its entry into the passenger car segment with the Logan in April 2007 under the Mahindra

Renault joint venture. M&M will make its maiden entry into the heavy trucks segment with Mahindra Navistar,

the joint venture with International Truck, USA.

The Mahindra XUV 500 is a Sports Utility Vehicle (SUV) produced by the Indian automobile company Mahindra

& Mahindra and was launched in September 2011 and by June 2012 the XUV 500 was available in 19 cities in India.

Before it was launched, it was code named 'W201'.

The XUV500 was designed and developed at Mahindra's design and vehicle build center in Nashik and

Chennai, and is manufactured in Mahindra's Chakan & Nashik plant, India. It is the first monocoque chassis

based vehicle from the company. To meet the growing demand of its hot selling model XUV 500, M & M plans

to increase the monthly production to 5000 units by Sept-Oct 2012. Despite being highly popular in India, it is

less known in other countries as much as the Mahindra Scorpio is. But the XUV500 witnessed a steep rise in the

South African market with sales crossing 1200 units. Mahindras XUV 500 secured first place in the 2012

Desert Storm Rally - one of Indias toughest tests for both man and machine. Apart from that, the XUV500 alsoset three special stages ablaze by clocking the fastest time in each.


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c)

ORGANIZATION PROFILE

The ITL Group of companies started to mark its presence way back in the eighties with its flag

ship company M/s. International Trade Links which was in to Human Resource recruitment to various

countries. It was one of the pioneer HR Company having Licence from the Ministry of External Affairs. It then

spread its operations in the Tour and Travel Industry through M/s. ITL Tours and Travels (P) Ltd; which is one

of the leading Travel Agents having IATA licence and having wide presence in India as well as the Middle

East. M/s. ITL Holidays (P) Ltd is another group company which is engaged in marketing holidays both

inbound and out bound. A list of other companies where the group is interested is given below. The business

interest of the group is spread to a wide spectrum and is in the process of further expansion.

The group has a major presence in the Middle East spreading across the Kingdom of Saudi Arabia,

Kingdom of Bahrain, U A E, Sultanate of Oman, Kuwait, Qatar, Philippines and the list goes on. The group is

engaged in major Engineering activities in the oil fields amongst others. The promoters hold Investor Visas in

almost all the above Nations which only a handful of Indians enjoy. The group employs almost around 8000

employees directly and almost around 4000 employees indirectly. The above work force contains almost 50%

professionally qualified persons and not just the ordinary labour force.

List of Group companies in India

1 ERAM HITECH ENGINEERING INDIA PRIVATE LIMITED

2 ERAM CLOTHING PRIVATE LIMITED

3 ERAM PROPERTY NETWORK PRIVATE LIMITED

4 ITL TOURS AND TRAVELS PRIVATE LIMITED

5 K V M PLAZA PRIVATE LIMITED

6 LUSHGROVE RESORTS PRIVATE LIMITED

7 RMS AVIONICS PRIVATE LIMITED

8 GREENCOURT BUILDERS AND REALTORS (P) LTD

9 ITL HOLIDAYS PRIVATE LIMITED

10 DEA CELERA ELECTRONIC DEVICES PRIVATE LIMITED

The ITL Group started its journey in 1980 with their first venture in the field of Human Resources, in

Mumbai. Since then the group has expanded its presence not only in India but overseas as well. They are now

present everywhere from the Middle East to Europe and in the Far East as well.


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The ITL Group of Companies today has nearly 100 companies in its fold, spread across 9 countries

employing more than 7000 employees catering to diverse sectors like Oil & Gas Travel & Aviation, Hotels &

Resorts, Medical Care, Information Technology, Construction & Maintenance, Trading, etc. to name a few.

ITL Motors offers the entire range of Mahindra Vehicles including passenger and small commercial

vehicles. The company is equipped with high-tech state-of-the-art sales and services facilities and speciallytrained staff. Company was in a position to implement the project for the Dealership of Mahindra & Mahindra,

for which, the company was originally set up in the northern districts of Kerala viz. Thrissur, Palakkad,

Malappuram, Calicut, Wayanad, Kannur and Kazargode.

The ITL groups operations have always been highly professional and successful, over the many years

its been in business. The fact that the group is a highly accomplished one that continues to develop is clear

from their stability at all times and their enthusiasm in launching new ventures.

The promoters believe that the success of the group is an indicator of the high standards and ethics that

its administration adheres to. The fact that the ITL group has always given the highest priority to customer

satisfaction, value addition, clarity in financial transactions, and the intense need to honour all financial

commitments has made it exceedingly reputed amongst industry peers. The group has also been extremely

successful in integrating professional vibrancy and competence to its business principle, making it an institution

known to add value via association.

1.2 STATEMENT OF THE PROBLEM

In the emerging knowledge based economy it has become necessary to know how much market power

lies with the brand name. The study of brand awareness is essential in marketing planning. Customer needs and

preferences keep changing where brands ultimately command customers loyalty.

The realistic side of the problem is to know the acceptance level of the brand awareness towards the

product. This study will help us to understand the brand awareness and what problems are being faced by the

consumers, to which appropriate measures to be taken to solve the problems.

This project has mainly been taken up to understand the brand awareness, buying motives to ensure the

Brand awareness towards Mahindra XUV500. Apart from thisit is to understand the new opportunities in the

market for the improvement of brand awareness and sales towards the products


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1.3 OBJECTIVES OF THE STUDY

(a) Primary Objectives

1. To know the level of Brand Awareness of Mahindra XUV500 among prospective customers in and

around Palakkad.

The main objective of any business is to acquire larger market share, or higher percentage of

sales in the Industry, This could be only achieved by building a higher percentage of brand loyal

customers.

Any company can survive through the stiff competition of the market if it has brand loyal

customer. Today many major companies in the market has brand loyal customers and they adopt

many strategies to maintain and improve their branded equity. Without creating a proper Brand

awareness they cannot build brand image.

(b) Secondary Objectives

The study has been conducted with the following objectives in mind:-

To judge the awareness level of the prospective customer. .

To judge which promotional tool is effective to increase the awareness level among the

people.

1.4 RESEARCH METHODOLOGY

To define any research problem and give a suitable solution for the problem, a sound research in

inevitable.

Research methodology underlines the various steps involved by the researcher in systematically

solving the problem with the objective of determining various facts.

1.4.1 Type of research

The research is of descriptive research type. Descriptive research is used to describe characteristics of

a population or phenomenon being studied. It does not answer questions about how/when/why the

characteristics occurred. Rather it addresses the "what" question (What are the characteristics of the population

or situation being studied?) The characteristics used to describe the situation or population are usually some

kind of categorical scheme also known as descriptive categories.

\


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1.4.2 Population

The prospective customers of Mahindra XUV500 in and around Palakkad are the population used for this

research.

a. Sampling method

Convenience sampling method is adopted in selection the sample. Convenience sampling is a non-

probability sampling technique where subjects are selected because of their convenient accessibility and

proximity to the researcher.

b. Sampling size

The sample size of 100 is selected randomly from the population. The study requires on in depth survey and

keen observation in collecting data regarding the brand awareness levels of Mahindra XUV500.

1.4.3 Data collection instrument and procedure

Based on need and objectives, types of data required for study and other sources of data are identified. Both

Primary as well as Secondary Research Method has been included for preparing this final report.

Primary data has been collected through questionnaires. The questionnaire was mostly related to the brand

awareness towards Mahindra XUV500 on different feature such as the model, price, effectiveness of the brand

etc.

Secondary data has been taken from bellow sources:

1. Reports

2. Pamphlets

3. Advertisement

4. Newspapers

5. Internet

1.4.4 Data analysis tool

Percentage analysis and weighted average method are used for data analysis.


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CHAPTER 2

REVIEW OF LITERATURE


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LITERATURE REVIEW

Brand

A traditional definition of a brand was: the name associated with one or more items in the product line that is

used to identify the source of character of the item(s) (Kotler, 2000).

The American Marketing Association (AMA) definition of a brand is a name, term, sign, symbol, or design, or

a combination of them, intended to identify the goods and services of one seller or group of sellers and todifferentiate them from those of competitors

Brand Equity

(Rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brands name and symbol that

adds to or subtracts from the value provided by a product or service to a customer. However, many factors can

be attributed to the value of the brand for example awareness, recall and recognition. Brand equity as a

differentiating factor that can influence consumers response to brands marketing activities. In an attempt to

define the relationship between customers and brands, the term brand equity in the marketing literature emerged

There have been different perspectives or considering brand equity; the customer-based perspectives, the

financial perspectives and combined perspectives. The first perspective of brand equity is from a financial

markets point of view where the asset value of a brand is appraised (Farquhar, 1991). Customer-based brand

equity is evaluating the consumers response to a brand name (Keller, 1993). While this study focus on the

customer based perspectives.

A Framework for Measuring Customer-Based Brand Equity

Aaker (1991) defines Brand equity as the value that consumers associate with a brand. It is the consumers

perception of the overall superiority of a product carrying that brand name when compared to other brands

Brand equity refers to consumers perception rather than any objective indicators. A conceptual framework for

measuring customer-based brand equity is developed by using the conceptualization of Aakers five dimens ions

of brand equity

1. Brand Awareness

Aaker (1991) defines brand or name awareness as the ability of a potential buyer to recognise or recall that a

brand is a member of a certain product category. Therefore it is important that a link between productclass and

brand is implicated because the scope of brand awareness is very wide, ranging from an unsure sensation that

the brand name is recognised, to a conviction that it is the only one in the product class. Brand awareness refers

to the strength of abrands presence in the consumers mind.


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It is a measure of the percentage of the target market that is aware of a brand name . Marketers can create

awareness among their target audience through repetitive advertising and publicity. Brand awareness can

provide a host of competitive advantages for the marketer. These include the following:

Brand awareness renders the brand with a sense of familiarity.

Name awareness can be a sign of presence, commitment and substance.

The salience of a brand will decide if it is recalled at a key time in the purchasing process.

Brand awareness is an asset that can be inordinately durable and thus sustainable.

It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. Brand

awareness is vitally important for all brands but high brand awareness without an understanding of what sets

one apart from the competition does one virtually no good.

Brand awareness is measured according to the different ways in which consumers remember a brand, which

may include brand recognition, brand recall, top of the mind brand and dominant brand. Brand recognition: It related to consumers ability to confirm prior exposure to that brand when given

the brand a cue. It requires that consumers can correctly discriminate the brand as having been

previously seen or heard.

Brand recall: Brand recall relates to consumers aptitude to retrieve the brand from memory given the

product category, the needs fulfilled by the category or a purchase or usage situation as a cue. It requires

consumers to correctly generate the brand from memory when given a relevant cue.

Top-of-mind brand: This is the brand name that first comes to mind when a consumer is presented

with the name of a product classification.

Dominant Brand: The ultimate awareness level is brand name dominance, where in a recall task; most

consumers can only provide the name of a single brand.

According to Aaker (1996), for new or niche brands, recognition can be important. For well-known brands

recall and top-of-mind are more sensitive and meaningful. Brand knowledge and brand opinion can be used in

part to enhance the measurement of brand recall.

2. Brand Associations

A Brand association is the most accepted aspect of brand equity (Aaker 1992). Associations represent the basis

for purchase decision and for brand loyalty. Brand associations consist of all brand-related thoughts, feelings

perceptions, images, experiences, beliefs, attitudes (Kotler and Keller 2006) and is anything linked in memory


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to a brand. Chen A.C.H (2001) categorized two types of brand associations - product associations and

organizational associations.

a. Product Associations

Product associations include functional attribute associations and non-functional associations.

Functional attributes are the tangible features of a product (de Chernatony and McWilliam, 1989). While

evaluating a brand, consumers link the performance of the functional attributes to the brand ( Pitta andKatsanis 1995). If a brand does not perform the functions for which it is designed, the brand will has low level

of brand equity. Performance is defined as a consumers judgment about a brands fault -free and long-lasting

physical operation and flawlessness in the products physical construction.

Non-functional attributes include symbolic attributes (Farquhar & Herr 1993) which are the intangible

features that meet consumers needs for social approval, personal expression or self-esteem Consumers linked

social image of a brand, trustworthiness, perceived value, differentiation and country of origin to a brand.

Social Image

Lassar (1995) limit the reference of the image dimension to the social dimension, calling it social image as

social image contributes more to brand equity. Social image is defined as the consumers perception of the

esteem in which the consumers social group holds thebrand. It includes the attributions a consumer makes and

a consumer thinks that others make to the typical user of the brand.

Perceived Value

Value appeared in several brand equity models (Feldwick 1996) define perceived value as the perceived brand

utility relative to its costs, assessed by the consumer and based on simultaneous considerations of what is

received and what is given up to receive it. Consumer choice of a brand depends on a perceived balance

between the price of a product and all its utilities (Lassar 1995). A consumer is willing to pay premium prices

due to the higher brand equity.

Trustworthiness

Brand equity models (Lassar 1995) regard trustworthiness of a product as an important attribute in assessing

the strengths of a brand. Also define trustworthiness as the confidence a consumer places in the firm and the

firms communications and as to whether the firms actions would be in the consumers interest. Consumers

place high value in the brands that they trust.

Differentiation/Distinctiveness

The Marketing Science Institute (Leuthesser 1988) states that the underlying determinants of consumer-based

brand equity are that brands provide benefits to consumers by differentiating products, as they facilitate the

processing and retrieval of information.


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Other marketing literatures (Ries and Trout 1985) also stress the importance of the distinctive character of

brand positioning in contributing to the success of a brand. Distinctiveness is defined as the degree to which the

consumer perceives that a brand is distinct from its competitors. A brand can have a price premium if it is

perceived as being different from its competitors.

Country of origin

Thakor and Kohli (1996) argue that brand country of origin must also be considered. He defines brand origin

as the place, region or country to which the brand is perceived to belong by its customers. Country of origin is

known to lead to associations in the minds of consumers. The country of origin of a product is an extrinsic cue,

which, similar to brand name, is known to influence consumers perceptions.

Country of origin refers to the country of origin of a firm or a product (Johansson et al. 1985), or the country

where the product is manufactured or assembled. Also states that less concern should be given to the place

where brands manufacture their products, and more to the place where people perceive the brands country oforigin to be. Therefore, country of origin in the proposed framework referred to the brands country of origin.

b. Organizational Associations

Organizational associations include corporate ability associations, which are those associations related to the

companys expertise in producing and delivering its outputs and corporate social responsibility associations

which include organizations activities with respect to its perceived societal obligations

According to Aaker (1996), consumers consider the organization that is the people, values, and programs that

lies behind the brand. Brand-as-organization can be particularly helpful when brands are similar with respect to

attributes, when the organization is visible (as in a durable goods or service business), or when a corporate

brand is involved.

Corporate social responsibility (CSR) must be mentioned as another concept that is influencing the development

of brands nowadays, especially corporate brands as the public wants to know what, where, and how much

brands are giving back to society. Both branding and CSR have become crucially important now that the

organizations have recognized how these strategies can add or detract from their value (Blumenthal and

Bergstrom 2003). CSR can be defined in terms of legitimate ethics or from an instrumentalist perspective

where corporate image is the prime concern.

3. Perceived quality

Perceived quality is the customers judgment about a products overall excellence or superiority that is different

from objective quality (Zeithaml 1988). Objective quality refers to the technical, measurable and verifiable


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nature of products/services, processes and quality controls. He classified the concept of perceived quality in two

groups of factors that are intrinsic attributes and extrinsic attributes. The intrinsic attributes are related to the

physical aspects of a product (e.g. color, flavor, form and appearance); on the other hand, extrinsic attributes are

related to the product, but not in the physical part of this one (e.g. brand name, stamp of quality, price, store

packaging and production information Its difficult to generalize attributes as they are specific to product

categories.Zeithaml (1988) classify the concept of perceived quality in two groups of factors that are intrinsic attributes

and extrinsic attributes. The intrinsic attributes are related to the physical aspects of a product (e.g. colour,

flavour, form and appearance); on the other hand, extrinsic attributes are related to the product, but not in the

physical part of this one (e.g. brand name, stamp of quality, price, store, packaging and production information

Its difficult to generalize attributes as they are specific to product categories (Olson and Jacoby 1972)

4. Brand Loyalty

Loyalty is a core dimension of brand equity. Grembler and Brown (1996) define brand loyalty as the

attachment that a customer has to a brand and describe different levels of loyalty. Behavioral loyalty is linked to

consumer behaviour in the marketplace that can be indicated by number of repeated purchases or commitment

to rebuy the brand as a primary choice. Cognitive loyalty which means that a brand comes up first in a

consumers mind, when the need to make a purchase decision arises, that is the consumers first choice. The

cognitive loyalty is closely linked to the highest level of awareness (top-of-mind), where the matter of interest

also is the brand, in a given category, which the consumers recall first. Thus, a brand should be able to become

the respondents first choices (cognitive loyalty) and is therefore purchased repeatedly (behavioral loyalty).

Chaudhuri & Holbrook (2001) mention that brand loyalty is directly related to brand price. Identify price

premium as the basic indicator of loyalty. Price premium is defined as the amount a customer will pay for the

brand in comparison with another brand offering similar benefits and it may be high or low and positive or

negative depending on the two brands involved in the comparison.

Customer Satisfaction

Peter and Olson (1993) mention that interaction between the peoples emotions, moods, affection and special

feelings is called consumer behavior, in other words in environmental events which they exchange ideas and

benefits each is called consumer behavior. Buying behavior reflects who purchase product for personal use and

not for business purposes.

Nigel F.Piercy (1996) in his study The effects of customer satisfaction measurement: the internal market

versus the external market Reports some of the findings of a recent study of the internal market effects of

customer satisfaction measurement, and identifies a number of ways in which use of customer satisfaction


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information have negative effects within the organization, which may stand in the way of implementation of

market strategies of service and quality. This suggests a management agenda which extends far beyond the

acquisition of customer satisfaction data and reporting systems, to consider the full impact of such measurement

systems.ss


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CHAPTER 3

DATA ANALYSIS &

INTERPRETATION


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TABLE 3.1: Gender of respondent

Gender Frequency PercentageMale 76 76

Female 24 24

Total 100 100(Source: Primary data)

FIGURE 3.1:Gender of respondent

INFERENCE

The project undertaken to know the brand awareness level of Mahindra XUV500 was

conducted in an around Palakkad with the sample size of 100 through questionnaire. Among

the respondents 76%were Male and rest 24% were Female.

76%

24%

Male Female


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TABLE 3. 2: Age Group

Age group Frequency Percentage

25-30 28 28

30-40 32 32

40-60 23 23

60 and above 17 17


FIGURE 3. 2: Age Group

INFERENCE

Respondents chosen were majority of age group 30-40 which accounts to 32% followed by

25-30 which accounts to 28% and followed by age groups 40-60 and 60% and above which accounts

to 23% and 17% respectively.

28

32

23

17

25-30 30-40 40-60 60 and above


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TABLE 3.3: Annual income

Annual income Frequency PercentageBelow 2 lakh 21 21

2-5 lakh 34 34

5-10 lakh 33 33

Above 10 lakh 12 12


FIGURE 3.3: Annual income

INFERENCE

From the above chart, 34% respondent were the majority with annual income of Rs 2-5

lakh followed by 33% respondents with annual income 5-10 lakh. 31% respondents were of lower

income group followed by higher class people having an annual income above 10 lakh which

account to 12%.

Below 2 lakh 2-5 lakh 5-10 lakh Above 10 lakh

21

3433

12


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TABLE 3.4: Own a personal carFrequency Percentage

Yes 76 76

No 24 24

Total 100 100

(Source: Primary data)

FIGURE 3.4: Own a personal car

INFERENCE

When sample were asked about whether they own a personal car or not it was found that 76% of

the respondents owned a personal car and the rest 24% respondents do not own a car.

0

10

20

30

40

50

60

70

80

Yes No

76

24

Percentage


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TABLE 3.5: Have you heard about Mahindra XUV500

Frequency PercentageYes 83 83

No 17 17


FIGURE 3.5: Have you heard about Mahindra XUV500

INFERENCE

When the respondent were asked about whether they had heard about Mahindra XUV500 or not, 83% people out

of 100 responded that they had heard about the product and the rest 17% people had not heard about the product

83%

17%

Yes No


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TABLE 3.6: XUV500 as the first choice when buying car

M&Ms XUV500 as firstchoice

Frequency Percentage

Yes 14 58.33

No 10 41.67


FIGURE 3.6: XUV500 as the first choice when buying car

INFERENCE

Among the sample of 100, 76 already possesses their own car. So when the rest 24 sample were asked, 58.33%

has chosen XUV500 as their first choice and 41.67% has not chosen XUV500 as their first choice.

0

10

20

30

40

50

60

Yes No

58.33

41.67

Percentage


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TABLE 3.7: Reason for not choosing XUV500 as first choice

Reason for not choosingXUV500 as their choice


High price 5 50

Difficulty in driving in

cities

3 30

No appealing colours 2 20


FIGURE 3.7: Reason for not choosing XUV500 as first choice

INFERENCE

From the above chart, 30% of 10, who voted XUV500 as not their first choice while choosing a car, find

XUV500 as a car difficult to drive in cities. 20% respondents have their opinion as XUV500 doesnt have

appealing colours followed by 50% respondents who have their opinion as XUV500s price is high.

0 10 20 30 40 50

High price

Difficulty in driving in cities

No appealing colours

50

30

20

Percentage


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TABLE 3.8: Where did you get information about XUV500

Where did you get the

information about XUV500


TV 28 33.74

Friends 21 25.30

Company salesman 14 16.86

Magazines 12 14.46

Others 8 9.64

Total 83 100


FIGURE 3.8: Where did you get information about XUV500

INFERENCE

About 28 out of 83 that is 33.74% people responded that they came to know about the

product through Television, followed by 25.3% and 16.86% of who said they came to know about the product

through friends and company salesman and 14.46 % people through magazines and the rest 9.64% through other

sources.

0

5

10

15

20

25

30

35

TV Friends Company

salesman

Magazines Others

33.74

25.3

16.86 14.469.64

percentage


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TABLE 3.9: How often have you heard or seen it

How often have youheard or seen it


Many times 26 31.33

Often 31 37.35

Sometimes 15 18.07

Others 11 13.25


FIGURE 3.9: How often have you heard or seen it

INFERENCE

From the above chart 31 out of 83 that is 37.35% people responded that they have heard about or seenthe product often followed by 31.33% and 18.07% who heard about the product many times and sometimes

respectively. 13.25% that is 11 out of 83 people responded that they hardly have heard or seen the product.

0

5

10

15

20

25

30

35

40

Many times Often Sometimes Others

31.3337.35

18.07

13.25

Percentage


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TABLE 3.10: Word you associate with XUV500

Word associated withXUV500 Frequency Percentage

Masculine 28 33.73

Reliable 13 15.67

Upper class 25 30.12

Rugged 17 20.48


FIGURE 3.10: Word you associate with XUV500

INFERENCE

Above chart shows 33.73% associated XUV500 as Masculine followed by 30.12% respondents who associated it

as Upper class. Only 20.48% and 15.67% respondents associated XUV500 as Rugged and Reliable respectively.

0

5

10

15

20

25

30

35

Masculine Reliable Upper class Rugged

33.73

15.67

30.12

20.48

Percentage


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TABLE 3.11: Do you know the logo of Mahindra

Do you know the logo of

Mahindra


Yes 62 74.70

No 9 10.84

Not sure 12 14.46


FIGURE 3.11: Do you know the logo of Mahindra

INFERENCE

When the sample was asked whether they know the logo of Mahindra or not, 62 people out of 83 people,

that is 74.7% replied that they know the logo of Mahindra and 10.84% of the sample that is 9 people said they do

not know the logo of Mahindra and 14.46% were not sure.

0

10

20

30

40

50

60

70

80

Yes No Not sure

74.7

10.84 14.46

Percentage


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TABLE 3.12: Can you recall any advertisement of Mahindra XUV500

Can you recall any

advertisement of Mahindra

XUV500


Yes 56 67.47

No 27 32.53

Total 83 100


FIGURE 3.12: Can you recall any advertisement of Mahindra XUV500

INFERENCE

When samples were asked whether they can recall any advertisement, majority ie 67.47% people said they

could and 32.53 % said they couldnt recall.

67.47

32.53

0

10

20

30

40

50

60

70

80

Yes No

Percentage


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TABLE 3.13: Main things you can recall from advertising

Main things you can recall

from advertisingFrequency Percentage

Spacious 13 23.21

Interiors 12 21.43

Wild look 21 37.50

Comfort 10 17.86Total 56 100(Source: Primary data)

FIGURE 3.13: Main things you can recall from advertising

INFERENCE

This question was answered by only those respondent who could recall the advertising of Mahindra XUV500,

this included 56 people and after the analysis it was found that the respondent remembered different variables

such as the cars interiors, itswild Style, Comfort, glamour, its appearance, its features and many other things.

23.21

21.43

37.5

17.86

0 5 10 15 20 25 30 35 40

Spacious

Interiors

Style

Comfort

Percentage


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TABLE 3.14: Opinion about XUV500's style

Opinion about XUV500s

style


Excellent 28 33.74Good 36 43.37

Neutral 10 12.06

Poor 7 8.43

Very poor 2 2.40


FIGURE 3.14: Opinion about XUV500's style

INFERENCE

When samples was asked about the style of XUV500 ,43.37% respondents rated good followed by 33.74% and

12.06% people rated their opinion as excellent and neutral respectively. 8.43% and 2.4% respondents rated poor

and very poor respectively.

33.74

43.37

12.068.43

2.40

5

10

15

20

25

30

35

40

45

50

Excellent Good Neutral Poor Very poor

Percentage


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TABLE 3.15: Opinion about XUV500s mileage

Opinion about XUV500smileage


Excellent 15 18.07

Good 28 33.74

Neutral 21 25.30

Poor 13 15.67

Very poor 6 7.22


FIGURE 3.15: Opinion about XUV500s mileage

INFERENCE

Samples when asked about XUV500s mileage, majority that is 33.74% respondents rated good. 18.07%and25.3% respondents rated excellent and neutral respectively. 15.67% rated poor followed by 7.22% rated very poor.

0

5

10

15

20

25

30

35


18.07

33.74

25.3

15.67

7.22

Percentage


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TABLE 3.16: Opinion about XUV500s safety

Opinion about XUV500ssafety


Excellent 16 19.27

Good 27 32.54

Neutral 23 27.72

Poor 11 13.25

Very poor 6 7.22

Total 83 100


FIGURE 3.16: Opinion about XUV500s safety

INFERENCE

When samples were asked about XUV500s safety, majority, that is 32.54% rated good. 27.72% and 19.27%

rated neutral and excellent respectively. 13.25% and 7.22% rated poor and very poor respectively.

0

5

1015

20

25

30

35


19.27

32.5427.72

13.25

7.22

Percentage


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TABLE 3.17: Opinion about XUV500s engine capacity

Opinion about XUV500s

engine capacity


Excellent 23 27.71

Good 26 31.32

Neutral 20 24.10

Poor 10 12.05

Very poor 4 4.82


FIGURE 3.17: Opinion about XUV500s engine capacity

INFERENCE

When samples were asked about its Engine capacity, majority ie, 31.32% and 27.71% respondents rated it Good

and excellent respectively. 12.05% and 4.82% respondents rated it poor and very poor respectively.

0

5

10

15

20

25

30

35


27.7131.32

24.1

12.05

4.82

Percentage


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TABLE 3.18: Opinion about XUV500's size

Opinion about XUV500ssize


Excellent 30 36.15

Good 21 25.30

Neutral 6 7.22

Poor 15 18.07

Very poor 11 13.26

Total 83 100


FIGURE 3.18: Opinion about XUV500's size

INFERENCE

When the samples were asked about the size of Mahindra XUV500, majority that is 36.15% respondents voted

excellent followed by 25.3% voted good. 18.07% rated poor and 13.26% voted very poor and 7.22% voted

neutral.

0

5

10

15

20

25

30

35

40


36.15

25.3

7.22

18.0713.26

Percentage


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TABLE 3.19: Opinion about XUV500's Colour

Opinion about

XUV500s colour


Excellent 32 38.55

Good 31 37.36

Neutral 9 10.84

Poor 10 12.05

Very poor 1 1.20

Total 83 100


FIGURE 3.19: Opinion about XUV500's Colour

INFERENCE

When the samples were asked about XUV500s colour, majority that is 38.55% voted excellent followed by

37.36% rated good. 12.05% and 10.84% respondents rated poor and neutral respectively and 1.2%rated very

poor.

0

5

10

15

20

25

30

35

40


38.55 37.36

10.84 12.05

1.2

Percentage


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TABLE 3.20: Name fits the brand

Name fits the brand Frequency Percentage

Totally agree35 42.17

Agree 21 25.30

Neutral 11 13.25

Disagree 12 14.46

Totally disagree 4 4.82

Total 83 100


FIGURE 3.20: Name fits the brand

INFERENCE

When samples were asked whether the name XUV500 fits the brand, 42.17% respondents have totally agrees.

25.3% and 14.46% respondents agreed and disagreed respectively. 13.25% rated neutral and 4.82% totally

disagreed.

42.17

25.3

13.25 14.46

4.820

5

10

15

20

25

30

35

40

45

Totally agree Agree Neutral Disagree Totally disagree

Percentage


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TABLE 3.21: How important is the brand name while choosing a car

Importance of brand name Frequency Percentage

Highly important 26 31.33

Important 21 25.30

Not necessary 10 12.05

Unimportant 8 9.64

Dont know 18 21.68


FIGURE 3.21: How important is the brand name while choosing a car

INFERENCE

When samples was asked whether brand name is important, majority ie 31.33% respondents agreed

brand name is highly important followed by 25.3% with opinion as important. 21.68% respondents rated as

dont know followed by 12.05% and 9.64%rated not necessary and unimportant respectively.

0

5

10

15

20

25

30

35

31.3325.3

12.05 9.64

21.68

Percentage


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TABLE 3.22: Would you recommend this product to others?

Would you recommendthis product to others


Yes 62 74.70

No 21 25.30


FIGURE 3.22: Would you recommend this product to others?

INFERENCE

When sample was asked whether they will recommend this product to others 74.7% respondents

replied Yes and 25.3% respondents replied No.

0

20

40

60

80

Yes

No

Yes , 74.7

No , 25.3


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TABLE 3.23: Ratingon a 5 point scale given for overall performance of XUV500

Rating given for overallperformance of XUV500


1 4 4.82

2 12 14.46

3 14 16.86

4 21 25.31

5 32 38.55


FIGURE 3.23: Ratingon a 5 point scale given for overall performance of XUV500

INFERENCE

When samples were asked to rate the product for its overall performance in a 5 point scale, 38.55% and 25.31%

rated 5 and 4 respectively. 16.86% and 14.46% rated 3 and 2 respectively. 4.82% rated 1 among 83 respondents.

0 10 20 30 40

1

2

3

4

5

4.82

14.46

16.86

25.31

38.55

Percentage


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TABLE 3.24: Ranking different SUVs

Rank

1

Rank

2

Rank

3

Rank

4

Rank

5

Rank

6

Weighted

sum

Percentage Rank

Tata safari 10 15 21 20 11 6 307 15.74 4

Toyota

fortuner

26 20 13 14 8 2 368 18.87 2

Mitsubishioutlander

11 8 16 15 20 13 268 13.74 6

Chevroletcaptive

9 12 14 19 17 12 273 14 5

Audi Q7 22 19 21 13 6 2 364 18.67 3

Mahindra

XUV50028 21 13 7 10 4 370 18.98 1

Total 1950 100


FIGURE 3.24: Ranking different SUVs

INFERENE

Respondents ranked 1stfor Mahindra XUV 500 with 18.98% followed by Toyota fortuner and Audi Q7 in 2ndand

3rd respectively. Tata safari and Chevrolet captive are in 4 thand 5thpositions. Mitsubishi outlander is ranked 6th

among different SUVs.

0 5 10 15 20

Tata safari

Toyota fortuner

Mitsubishi outlander

Chevrolet captive

Audi Q7

Mahindra XUV500

15.74

18.87

13.74

14

18.67

18.98

Percentage


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CHAPTER 4SUMMERY, FINDINIGS, SUGGESTIONS AND

CONCLUSION


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4.1 SUMMERY

This report was commissioned to examine the brand awareness level of Mahindra XUV500 among the

prospective customers in and around Palakkad.

Brand awareness is the consumers ability to recognise or recall (identify) the brand within a given product

category in sufficient detail to make a purchase decision. This also means that the consumers can propose,

recommend, choose, or use the brand. The objectives of most advertising campaign are to create and maintain

brand preference. The first step is to make potential consumers aware of a brands existence.

The research draws attention to various factors which indicates the level of awareness like familiarity with the

company logo and advertisement recalling ability of the prospective customers. The factors by which most

people came to know about the product is the most effective marketing channel as it creates more awarenessFurther investigation reveals the level of brand awareness compared to others companies. This gives an idea

about the brand awareness level compared to competitors more over it analyze the overall perception about the

brand which is a result of brand image and awards.

This report evaluates and concludes that Mahindra XUV500 has got a very good brand image and there is a

very favourable condition in the market for various reasons. Still company can make the marketing channels

stronger to reach unexplored markets not only in India but also in foreign countries. In short we can understand

from the research that the brand (Mahindra XUV500) is quite known to peoples. Mahindra XUV500 has builtits brand awareness among a relatively large number of people in an around Palakkad.


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4.2 FINDINGS

Majority of the surveyed population is aware of Mahindra XUV500 (Ref: TABLE 3.5)

TV plays a major role in informing majority of respondents about the car and being the effective medium

of advertisement. (Ref: TABLE 3.8)

Majority refused to choose XUV500 as the first choice when buying a car. Reason for not choosing for

majority was that XUV500 is its high price(Ref: TABLE 3.6 and TABLE 3.7).

Majority of respondents often hear about or see XUV500(Ref: TABLE 3.9)

Irrespective of age and income, people consider brand name as highly important

while buying a car. (Ref: TABLE 3.21)

Majority of the respondents associated XUV500 as Masculine and Upper class and majority of studied

population knows the logo of Mahindra. (Ref: TABLE 3.10 and TABLE 3.11)

Most of the respondents could recall the advertisement of Mahindra XUV500 and main thing that

they recalled was XUV500s wild style. (Ref: TABLE 3.12 an TABLE 3.13)

Majority of the respondents liked the style and mileage of XUV500 and rated it good and majority rated

good for XUV500s safety and engine capacity and safety as well.

(Ref: TABLE 3.14, 3.15, 3.16, 3.17)

Majority of respondents had agreed when they were asked whether name

"XUV500" fits the brand. (Ref: TABLE 3.20)

Majority would recommend XUV500 to others and only a small percent are not satisfied with car and

will not recommend XUV500 to others. (Ref: TABLE 3.22)

Majority of respondents however rated 4 and 5 in a 5 point scale about the overall performance of

XUV500. (Ref: TABLE 3.23)


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4.3 SUGGESTIONS

Suggestions are done on the basis of finding and analysis of data collected through Questionnaire:-

Advertising plays a very important role in increasing the awareness and in reminding the customer about

the products and services offered by Mahindra XUV500. Hence advertisement about the firm and its

products and services must be aired on local TV channels as well as in newspapers and magazines.

Majority of respondents do not own a personal car, so it is an opportunity for Mahindra XUV500 to

reach to prospect customers by any marketing campaigns.

As from the inference, most important criteria for selection of the car is its performance which includes

price, mileage, speed, braking efficiency, maintenance, etc. There would be definite increase in the sale

of the car if this point would be looked into and improved.

As major percentage of the respondents is below 40 years old, XUV500 can be marketed on internet and

it can fetch good positive result.

By offering more appealing colors, Mahindra can attract more customers in the market.

In order to promote sale in highly competitive auto market attractive schemes such as cash discount

complementary gift, lucky draws, etc. can be given to the customers.

From the observation it can be understood that customers should be contacted at a regular interval

through phone calls and free servicing of the cars to ask them if they are facing any problems with the

car as because post sale with the customers may be very important to maintain customerssatisfaction.

It can be observed that since the people tends to forget the advertising of a particular product a reminder

message has to be enforced in a regular interval and in a proper media which would reach a large

number of potential customers


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4.4 CONCLUSION

Accomplishing this project on brand awareness was an excellent and knowledge gaining

experience for me. Despite small sample size for questionnaire this project helped me to know the view of

customer and common people towards the brand awareness of Mahindra XUV500. Brands are now a central

feature of consumer marketing, they are important in building long- term relationships with the consumer,

irrespective of the type of market. Their importance is now

also being recognized in other markets including service and industrial. Investing in a brand

builds consumer confidence and loyalty and allows for brand stretching. It requires a consistent and long-term

strategy. Only a few brands have emerged as truly global.

In conclusion I would say that the brand (Mahindra XUV500) is quite known to peoples.

Mahindra XUV500 has built its brand awareness among a relatively large number of people in an around

Palakkad. The customers are aware largely of the product with the help of Television and Word of mouth and

the product still has a way to increase its advertising channels to reach the relatively large number of people.


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BIBLIOGRAPHY


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BIBLIOGRAPHY

Reference Books:

Farquhar (1991)3, Recognizing and Measuring Brand Assets, Marketing Science Institute

Cambridge, MA

Farquhar, P.H., Herr P.M. (1993),The dual structure of brand associations, In Aaker, D.A., Biel,

A.Eds.Brand Equity & Advertising: Advertisings Role in Building Strong Brands, 263-77.

Kotler, Philip (2000), Marketing Management. The Millennium Edition, Upper Saddle River,

PrenticeHall.

Kotler, Philip and Keller Kevin L.(2006), Marketing Management, 12th edition. Upper Saddle

River, NJ: Prentice Hall.

Journals:

Chaudhuri, A. and Holbrook M. B. (2001), The chain of effects from brand trust and brand effect to

brand performance: The role of brand loyalty, Journal of Marketing 65(April): 81-93.

Chen A.C.H. (2001), Using free association to examine the relationship between the characteristics of

brand associations and brand equity, Journal of Product & Brand Management 10 (7): 439451

De Chernatony, L. & McWilliam G. (1989),The varying nature of brands as asset, Internationa

Journal of Advertising 8: 339-49.

Johansson (1985), Assessing the impact of country of origin on product evaluations : a new

methodological perspective,Journal of Marketing Research 5(3): 175-187.

Keller KL. (1993), Conceptualizing, measuring, and managing customer-based brand equity,Journa

of Marketing 57(1): 1-22.

Feldwick, P. (1996), What is brand equity anyway and how do you measure it, Journal of the

Marketing Research Society. 38: 85-104.

Gremler, D. and Brown S.W. (1996), The loyalty ripple effect: appreciating the full value of

customers,International Journal of Service Industry Management 10(3):271-93


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Reference from website:

www.safaribooksonline.com

www.articlebase.com

www.wikipedia.com

www.itlmotors.com

www.mahindra.com

www.slashdocs.com
http://www.safaribooksonline.com/http://www.safaribooksonline.com/http://www.articlebase.com/http://www.articlebase.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.itlmotors.com/http://www.itlmotors.com/http://www.mahindra.com/http://www.mahindra.com/http://www.slashdocs.com/http://www.slashdocs.com/http://www.slashdocs.com/http://www.mahindra.com/http://www.itlmotors.com/http://www.wikipedia.com/http://www.articlebase.com/http://www.safaribooksonline.com/


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APPENDIX


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QUESTIONNAIRE

Sir/Madam,

I am Dipin.M, from LEAD College of Management , Palakkad. As a part of my MBA course, I am doinga project on the topic A study on Brand awareness of Mahindra and Mahindras XUV500. I would

appreciate it if you could take a few moments of your time to carry out this survey. All results will be

kept confidential.

Name .Address .

..

Ph.

1. Gender?

Male Female

2. Your age group?

25-30 30-40

40-60 60 and above

3. Annual Income?

Below 2 lakh 2 - 5 Lakh

5 - 10 lakh Above 10 lakh

4. Do you own a personal car?

Yes No

5. Have you heard about Mahindras XUV500?

Yes No

If you answered No at question no 5, the questionnaire ends here.

Thank you for your cooperation.


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The following questions are all about Mahindras XUV500.

6. If your answer for question no 4 is NO,

Your first choice while choosing a car is Mahindras XUV500

Yes No

If no, what are the reasons for not choosing XUV500? Ans..

7. Where have you heard about Mahindras XUV500?

TV Friends Company salesman

Magazines Others (specify.)

8. How often have you heard or seen it?

Many times Often

Sometimes Others

9. Which word will you associate with the brand Mahindra & Mahindras XUV500

Masculine

Rugged

Reliable

Upper class

10.Do you know the logo of Mahindra?

Yes

No

Not sure


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11. Can you recall any advertising of Mahindras XUV500?

Yes

No

12. What is the main thing you can recall from advertising?

13. What is your opinion about XUV500s features?


Style

Mileage

Safety

Engine Capacity

Size of the car

14. How do you rank different Sports Utility Vehicles?

Tata Safari Toyota fortuner

Mitsubishi outlander Chevrolet captive

Audi Q7 Mahindra & Mahindras XUV500

15. The name XUV500 fits the brand

Totally agree Agree Neutral

Disagree Totally disagree

16. How important is a brand name while purchasing a car?

Highly important Important Not necessary

Unimportant Dont know

17. Would you recommend this product to others?


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Yes

No

18. How much mark will you give for the overall performance of Mahindra & Mahindras

XUV500 in a five point scale.

1 2 3 4 5

19. Your suggestions

a) Features

.

b) Performance

.

c) Color

d) Others

.

Thank you sir/madam

Documents

Project report on ITL Motors