With special reference

TO

(In Rudrapur)

KHANDELWAL COLLEGE OF MANAGEMENT SCIENCE & TECHNOLOGY RITHORA , BAREILLY (U.P.) (Affiliated to G.B.T.U. , Lucknow)

Under guidance of: Mrs. Richa Prasad (H.O.D.)

Submitted by: Jaskaran Singh 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 been instrumental in preparation of my research report as well as increasing my morale. I acknowledge my indebtness to my parent, whose support, dedication and honest efforts have given me an immense help in doing this research. I am thankful to Mrs. Richa Prasad (H.O.D.) for helping me in many ways. Finally I am grateful to all the respondents who helped me in gathering the relevant information in completion of this research report. Above all I praise GOD the most beneficial, the most merciful that I have been able to complete my Research report successfully.

OBJECTIVES OF STUDY To know customers 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 while purchasing Mahindra tractor.

ABOUT THE COMPANY

Corporate profile:

In 1945, Mahindra assembled the Willys Jeep in India and is now a US $7.1 billion Indian multinational. The total workforce caps at 1,11,900 people in over 100 countries and the company is a leader in utility vehicles, tractors and information technology, with a significant and growing presence in financial services, tourism, infrastructure development, trade and logistics.Mahindras headquarters are in Mumbai India. Mahindra is among the top tractor brands in the world. It sells everything from two-wheelers to CVs, UVs, SUVs and the sedan. Mahindra recently acquired a majority stake in REVA Electric Car Co Ltd. (now called Mahindra REVA), strengthening its position in the Electric Vehicles domain. Tech Mahindra acquired the leading global business and information technology services company, Satyam Computer Services. The company 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 year 2007-08 and has also received the A+ GRI rating for the year 200809

Company History:
On October 2nd, 1945, Mahindra & Mohammed was set up as a franchise for assembling jeeps from Willys, USA. Two years later, Mahindra & Mohammed changed its name to Mahindra & Mahindra. Ghulam Mohammed migrated to Pakistan post-partition and became the first Finance Minister of Pakistan. Mahindra and Mahindra started trading steel on behalf on European suppliers. In 1955, Mahindra and Mahindra was converted to a public limited company. Soon after that the Mahindra tools division started. After the formation of Mahindra tools, Mahindra Engineering and Chemical products was formed. In 1983, M&M led the Indian tractor segment. Post that incident they formed a joined venture with British Telecommunications to form Mahindra British Telecom. Keshub Mahindra was made the Chairman of Mahindra in 2007 from the post of Vice-Chairman and Managing Director. Mahindra has total revenues of US 12.5 billion dollars and employs more than 1,19,900 people around the world. The company has coverage in the vehicles market, the tractor market, information technology as well as significant present in financial services, leisure and hospitality.

Company Founder(s):
Mahindra & Mahindra was founded by two brothers - Jagdish Chandra Mahindra & Kailash Chandra Mahindra. KC Mahindra went to the United States of America as Chairman of the India Supply Mission. He met Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II become ideal for India's rugged terrain, he thought. The Mahindra brothers joined hands with Ghulam Mohammed to become a 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 Mahindras vision is to be an innovative and modern company and challenge traditional thinking to change the lives of people 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 redefining problems, formulating hypothesis or suggested solution, collecting, organising and evaluating data, making deductions and reaching conclusions, and at last carefully testing the conclusions 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 & INTERPRETATION 1.Are you a user of Mahindra Tractor? Yes 100% No 0%

Yes

Interpretation: We can conclude that most of the people are the users of Mahindra Tractor. 2.Which model of Mahindra Tractor you are using? 265 DI 12% 475DI 28% 575DI 275DI 16% 8%
8% 8% 12%

Arjun 28% 595DI 8%

265DI 575DI

16% 475DI 28% 275DI 28% 595DI Arjun

Interpretation: Most of the customers are the users of ARJUN and 475, and least users are of 595 and 275. 3. Do you prefer power steering in Mahindra tractor? Yes 56% No 44%

44% 56%

Yes

No

Interpretation: While conducting research it was found that there is not much difference in customers satisfaction from power steering and simple steering. Power steering is more useful in fields than on roads.

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

24%

Disc

76%

Oil immersed

Interpretation: Customers prefer oil immersed brakes more as compared to disc brakes because oil immersed brakes provides better control than disc brakes. 5.Which clutch do you prefer in Mahindra Tractor? Single 40% Dual 60%

40%

60%

Single

Dual

Interpretation: Customers preferred Dual clutch more, than Single clutch. Dual clutch is more useful with reapers and harvesters and single 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%

16% Farming 8% Transportaton 12% 64% Irrigation All

Interpretation:Most of the farmers are using Mahindra tractor for farming and least are using for irrigation. 7. Have you seen the Advertisement of Mahindra Tractor? Yes 100% No 0%

Yes

100%

Interpretation: All customers have seen the advertisement of Mahindra Tractor. 8. If Yes, then where you have seen it? Newspaper/ Magazine 44% Banner 16%
0% 16% Newspaper/magazine

T.V. 40% Radio 0%

44%

T.V.

Banner 40%

Radio

Interpretation: It is concluded that News paper is the most effective tool for advertisement as compare to other tools. 9. What influenced your decision to purchase Mahindra tractor? Price 20% Brand Name 0% Advanced Technology12% Fuel economy 36% Advertisement 0% Power 32%

20% Price 36% Power

Adv. Tech. 32% 12% Fuel economy

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

10. Why do you think Mahindra is a successful Brand? Range of Product 32% Range of Price 24% Promotional Activities 0% Availability 44%
Range of product 32% 44%

Range of price

Availability 24%

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

11. Please give weight to Mahindra tractor on the basis of following attributes. (Out Of 10)? ( 1(Low) ..10(High)) Price Brand After sales service Availability

Interpretation: Price: Most of the weights given by customers were 3 and 5.It means Mahindra is neither too costly nor too cheap. It is economical. Brand: All the weights are 7 and above. Therefore it can be concluded that Mahindra has well established brand image. After sales service: Overall customers are satisfied by the after sales services 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%
12% Highly satisfy

Neutral 12%

32%

Satisfy to some extent 56% Neutral

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

13. If you go for next-Purchase of tractor will you prefer Mahindra? Yes 80% No 20%

20%

Yes

No

80%

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

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 simple steering because in fields it is easy to turn tractor. 4. Customers preferred Oil immersed brakes more, than Disc brakes because tractor can be turned within a small space if its brakes are oil immersed. 5. Single clutch is preferred by small farmers and big farmers prefer dual clutch. 6. 64% of the customers are using Mahindra Tractor in farming. 7. Majority of the customers are aware of the advertisement of Mahindra Tractor. 8. Newspaper has been proved an effective tool for advertisement as most of the customers saw advertisement in it and it is a cheaper source of advertisement. 9. Good fuel economy influenced the people to buy Mahindra Tractor. 10.Mahindra has been proved a successful brand because of its availability.

11.Majority of the customers are satisfied with the after sales services of the Mahindra Tractor. 12. 80% of the customers would prefer Mahindra in case of repurchasing.

CONCLUSION

Every study is incomplete unless the study is made in the practical sense. After making a well study on the research report the conclusion says that the company is performing well .Most of the customers are aware about the advertisements of Mahindra and on the other hand they are highly satisfied with the companys product(Mahindra tractors) and its after sale services. While research it was found that Newspaper and TV are regarded as an effective tool for advertisement to persuade customers. Apart from it ,Mahindra is easily available in Rudrapur. Due to its easy availability customers can easily purchase it without wasting their time. Hence it is concluded that, Mahindra is a well established brand and continuously it makes improvements or changes in its technology.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 that the tractor dont get lifted up when on load. 2.In Mahindra 475DI the size of the tyres should be 13-6-28 instead of 12-6-28. 3.Length of 265,475 models should be increased. 4.There should be more space between the seat and steering of the tractor. 5.Trolly hook should be given with every model. 6.A different type of sound is made in reverse gear it should be checked out.

ANNEXURE

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 275DI 3. Is your tractor power steering? Yes Arjun 595DI No

4.Which brakes do you prefer in Mahindra tractor? Disc Oil immersed 5.Which clutch do you prefer in Mahindra Tractor? Single Dual

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

Irrigation All

7. Have you seen the Advertisement of Mahindra Tractor? Yes No 8. If Yes, from where you have seen it? Newspaper/ Magazine Banner 9. What influenced your decision to purchase Mahindra tractor? Price Advanced Technology Fuel economy T.V. Radio

Brand Name Advertisement 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 basis of 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 prefer Mahindra? Yes No

Any suggestion for Mahindra Tractor. .... ....... Thanks Signature