With special reference

TO

(In Rudrapur)

KHANDELWAL COLLEGE OF MANAGEMENTSCIENCE & TECHNOLOGY

RITHORA , BAREILLY (U.P.)

(Affiliated to G.B.T.U. , Lucknow)

Under guidance of: Submitted by:

Mrs. Richa Prasad Jaskaran Singh

(H.O.D.) MBA II Semester

CONTENTS

Acknowledgement

Objectives of Research

Company Profile

Research Methodology

Data Analysis

Findings

Conclusion

Suggestions

Annexure

ACKNOWLEDGEMENT

I acknowledge here the names of those people who have beeninstrumental in preparation of my research report as well asincreasing my morale. I acknowledge my indebtness to my parent,whose support, dedication and honest efforts have given me animmense help in doing this research. I am thankful to Mrs. RichaPrasad (H.O.D.) for helping me in many ways. Finally I am gratefulto all the respondents who helped me in gathering the relevantinformation in completion of this research report.

Above all I praise “GOD” the most beneficial, the most merciful thatI have been able to complete my Research report successfully.

OBJECTIVES OF STUDY

To know customer’s awareness regarding Mahindra tractor.

To find out the reasons for buying Mahindra tractor.

To find out whether the customers are satisfied or not.

To know the factors which influence the customers whilepurchasing Mahindra tractor.

ABOUT THE COMPANY

Corporate profile:In 1945, Mahindra assembled the Willys Jeep in India and is now aUS $7.1 billion Indian multinational. The total workforce caps at1,11,900 people in over 100 countries and the company is a leader inutility vehicles, tractors and information technology, with asignificant and growing presence in financial services, tourism,infrastructure development, trade and logistics.Mahindra’sheadquarters are in Mumbai India.Mahindra is among the top tractor brands in the world. It sellseverything from two-wheelers to CVs, UVs, SUVs and the sedan.Mahindra recently acquired a majority stake in REVA Electric CarCo Ltd. (now called Mahindra REVA), strengthening its position inthe Electric Vehicles domain.

Tech Mahindra acquired the leading global business and informationtechnology services company, Satyam Computer Services. Thecompany is now known as Mahindra Satyam.

Mahindra is also one of the few Indian companies to receive an A+GRI checked rating for its first Sustainability Report for the year2007-08 and has also received the A+ GRI rating for the year 2008-09

Company History:On October 2nd, 1945, Mahindra & Mohammed was set up as afranchise for assembling jeeps from Willys, USA.

Two years later, Mahindra & Mohammed changed its name toMahindra & Mahindra. Ghulam Mohammed migrated to Pakistanpost-partition and became the first Finance Minister of Pakistan.

Mahindra and Mahindra started trading steel on behalf on Europeansuppliers. In 1955, Mahindra and Mahindra was converted to a publiclimited company. Soon after that the Mahindra tools division started.After the formation of Mahindra tools, Mahindra Engineering andChemical products was formed. In 1983, M&M led the Indian tractorsegment. Post that incident they formed a joined venture with BritishTelecommunications to form Mahindra British Telecom.

Keshub Mahindra was made the Chairman of Mahindra in 2007 fromthe post of Vice-Chairman and Managing Director. Mahindra hastotal revenues of US 12.5 billion dollars and employs more than1,19,900 people around the world. The company has coverage in thevehicles market, the tractor market, information technology as well assignificant present in financial services, leisure and hospitality.

Company Founder(s):Mahindra & Mahindra was founded by two brothers - JagdishChandra Mahindra & Kailash Chandra Mahindra. KC Mahindra wentto the United States of America as Chairman of the India SupplyMission. He met Barney Roos, inventor of the rugged 'generalpurpose vehicle' or Jeep and had a flash of inspiration: wouldn't avehicle that had proved its invincibility on the battlefields of WorldWar II become ideal for India's rugged terrain, he thought. TheMahindra brothers joined hands with Ghulam Mohammed to becomea franchise for assembling jeeps from Willy, USA.

KC moved to Bombay with his brother JC in 1946 to found Mahindra& Mohammed. Under his leadership as Chairman, Mahindra &Mahindra established itself as a major car player in the Indian market.JC died in 1951 while KC died in 1963.

Vision & Values:Mahindra and Mahindra’s vision is to be an innovative and moderncompany and challenge traditional thinking to change the lives ofpeople across the world.

The main values that Mahindra relies on are Corporate Citizenship,Being Professional, Dignity, Customer is Key, and Quality.

RESEARCH METHODOLOGY

Definition :Research comprises of defining and redefiningproblems, formulating hypothesis or suggested solution,collecting, organising and evaluating data, making deductionsand reaching conclusions, and at last carefully testing theconclusions to determine whether they fit hypothesis or not.

Universe: Rudrapur.

Type of Research: Descriptive Research

Sample unit: Customers.

Sample size: 25

Sampling method: Convenient Sampling.

Source of data: Primary & Secondary both.

Data collection tool: Questionnaire.

ANALYSIS & INTERPRETATION1.Are you a user of Mahindra Tractor?

Yes 100% No 0%

Interpretation: We can conclude that most of the people are theusers of Mahindra Tractor.

2.Which model of Mahindra Tractor you are using?265 DI 12% 475DI 28%

575DI 16% Arjun 28%

275DI 8% 595DI 8%

Yes

12%

16%

28%

28%

8%

8%

265DI 575DI

475DI Arjun

275DI 595DI

Interpretation: Most of the customers are the users of ARJUN and475, and least users are of 595 and 275.

3. Do you prefer power steering in Mahindra tractor?Yes 56% No 44%

Interpretation: While conducting research it was found that there isnot much difference in customer’s satisfaction from power steeringand simple steering. Power steering is more useful in fields than onroads.

4.Which brakes do you prefer in Mahindra tractor?Disc 24% Oil immersed 76%

56%

44%

Yes No

Interpretation: Customers prefer oil immersed brakes more ascompared to disc brakes because oil immersed brakes provides bettercontrol than disc brakes.

5.Which clutch do you prefer in Mahindra Tractor?Single 40% Dual 60%

24%

76%

Disc

Oil immersed

40%

60%Single

Dual

Interpretation: Customers preferred Dual clutch more, than Singleclutch. Dual clutch is more useful with reapers and harvesters andsingle clutch is useful on roads and with small farmers.

6. For which purpose you are using this tractor?Farming 64% Irrigation 8%

Transportation 12% All 16%

Interpretation:Most of the farmers are using Mahindra tractor forfarming and least are using for irrigation.

7. Have you seen the Advertisement of Mahindra Tractor?Yes 100% No 0%

64%12%

8%

16%

Farming

Transportaton

Irrigation

All

Interpretation: All customers have seen the advertisement ofMahindra Tractor.

8. If Yes, then where you have seen it?Newspaper/ Magazine 44% T.V. 40%

Banner 16% Radio 0%

100%

Yes

44%

40%

16%

0%

Newspaper/magazine

T.V.

Banner

Radio

Interpretation: It is concluded that News paper is the most effectivetool for advertisement as compare to other tools.

9. What influenced your decision to purchase Mahindra tractor?Price 20% Brand Name 0%

Advanced Technology12% Advertisement 0%

Fuel economy 36% Power 32%

Interpretation:It is concluded that Mahindra gives more mileagewhich influences customers to buy Mahindra Tractor.

20%

32%

12%

36%

Price

Power

Adv. Tech.

Fuel economy

10. Why do you think Mahindra is a successful Brand?Range of Product 32% Range of Price 24%

Promotional Activities 0% Availability 44%

Interpretation:Mahindra is a successful brand because of itsavailability, Mahindra is easily available in Rudrapur.

11. Please give weight to Mahindra tractor on the basisof following attributes.

(Out Of 10)? ( 1(Low) ………………………..10(High))Price Brand

After sales service Availability

32%

24%

44%

Range ofproduct

Range of price

Availability

Interpretation:Price: Most of the weights given by customers were 3 and 5.It meansMahindra is neither too costly nor too cheap. It is economical.Brand: All the weights are 7 and above. Therefore it can beconcluded that Mahindra has well established brand image.After sales service: Overall customers are satisfied by the after salesservices of Mahindra.Availability: Mahindra is easily available in Rudrapur.

12. Are you satisfied with the after sales service provided by?Mahindra?

Dissatisfy 0% Highly Satisfy 56%

Satisfy Up To Some Extent 32% Neutral 12%

Interpretation:It can be concluded that customers of Mahindratractor are satisfied with the after sales services

56%32%

12%

Highly satisfy

Satisfy to someextent

Neutral

13. If you go for next-Purchase of tractor will you preferMahindra?

Yes 80% No 20%

Interpretation:While conducting research it was found that most ofthe customers are interested in re-purchasing Mahindra Tractor.

80%

20%

Yes No

FINDINGS

1. Most of the customers are the users of Mahindra Tractor.

2. Most of the customers are the users of Mahindra Arjun &Mahindra 475 DI.

3. Customers preferred power steering more as compared to simplesteering because in fields it is easy to turn tractor.

4. Customers preferred Oil immersed brakes more, than Disc brakesbecause tractor can be turned within a small space if its brakes are oilimmersed.

5. Single clutch is preferred by small farmers and big farmers preferdual clutch.

6. 64% of the customers are using Mahindra Tractor in farming.

7. Majority of the customers are aware of the advertisement ofMahindra Tractor.

8. Newspaper has been proved an effective tool for advertisement asmost of the customers saw advertisement in it and it is a cheapersource of advertisement.

9. Good fuel economy influenced the people to buy MahindraTractor.

10.Mahindra has been proved a successful brand because of itsavailability.

11.Majority of the customers are satisfied with the after sales servicesof the Mahindra Tractor.

12. 80% of the customers would prefer Mahindra in case of re-purchasing.

CONCLUSION

Every study is incomplete unless the study is made in the practicalsense. After making a well study on the research report theconclusion says that the company is performing well .Most of thecustomers are aware about the advertisements of Mahindra and on theother hand they are highly satisfied with the company’sproduct(Mahindra tractors) and its after sale services.

While research it was found that Newspaper and TV are regarded asan effective tool for advertisement to persuade customers.

Apart from it ,Mahindra is easily available in Rudrapur. Due to itseasy availability customers can easily purchase it without wastingtheir time.

Hence it is concluded that, Mahindra is a well established brand andcontinuously it makes improvements or changes in itstechnology.These all are the reasons behind the success of Mahindra.

SUGGESTIONS

1.There should be more weight in the front side of the tractor so thatthe tractor dont get lifted up when on load.

2.In Mahindra 475DI the size of the tyres should be 13-6-28 insteadof 12-6-28.

3.Length of 265,475 models should be increased.

4.There should be more space between the seat and steering of thetractor.

5.Trolly hook should be given with every model.

6.A different type of sound is made in reverse gear it should bechecked out.

Name:.............................................

Occupation:.....................................

Address:.......................................................................................

.....................................................................................................

1.Are you a user of Mahindra Tractor?Yes No

2.Which model of Mahindra Tractor you are using?265 DI 475DI

575DI Arjun

275DI 595DI

3. Is your tractor power steering?Yes No

4.Which brakes do you prefer in Mahindra tractor?Disc Oil immersed

5.Which clutch do you prefer in Mahindra Tractor?Single Dual

ANNEXURE

6. For which purpose you are using this tractor?Farming Irrigation

Transportation All

7. Have you seen the Advertisement of Mahindra Tractor?Yes No

8. If Yes, from where you have seen it?Newspaper/ Magazine T.V.

Banner Radio

9. What influenced your decision to purchaseMahindra tractor?

Price Brand Name

Advanced Technology Advertisement

Fuel economy Power

10. Why do you think Mahindra is a successful Brand?Range of Product Range of Price

Promotional Activities Availability

11. Please give weight to Mahindra tractor on the basisof following attributes.(Out Of 10)? ( 1(Low) ………………………..10(High))

Price Brand

After sales service Availability

12. Are you satisfied with the after sales services provide by?Mahindra?

Dissatisfy Highly Satisfy

Satisfy Up To Some Extend Neutral

13. If you go for next-Purchase of tractor will you preferMahindra?

Yes No

Any suggestion for Mahindra Tractor.…………………………………………………………………………………………………………………………………………………....………………………………………………………………………………………………………………….……………………………......

“Thanks” Signature