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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 also
highlights 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 cost effective 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 car 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 present
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 also
set 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 specially
trained 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 this it 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 to
differentiate 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 dimensions
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 product class 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 a brands 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 and
Katsanis 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 the brand. 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 of
origin 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 Percentage
Male 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
Total 100 100
(Source: Primary data)
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 Percentage
Below 2 lakh 21 21
2-5 lakh 34 34
5-10 lakh 33 33
Above 10 lakh 12 12
Total 100 100
(Source: Primary data)
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
34
33
12
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TABLE 3.4: Own a personal car
Frequency 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 Percentage
Yes 83 83
No 17 17
Total 100 100
(Source: Primary data)
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 first
choice
Frequency Percentage
Yes 14 58.33
No 10 41.67
Total 24 100
(Source: Primary data)
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 choosing
XUV500 as their choice
Frequency Percentage
High price 5 50
Difficulty in driving in
cities
3 30
No appealing colours 2 20
Total 10 100
(Source: Primary data)
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
25 | P a g e





TABLE 3.8: Where did you get information about XUV500

Where did you get the
information about XUV500
Frequency Percentage
TV 28 33.74
Friends 21 25.30
Company salesman 14 16.86
Magazines 12 14.46
Others 8 9.64
Total 83 100
(Source: Primary data)

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
14.46
9.64
percentage
26 | P a g e




TABLE 3.9: How often have you heard or seen it
How often have you
heard or seen it
Frequency Percentage
Many times 26 31.33
Often 31 37.35
Sometimes 15 18.07
Others 11 13.25
Total 83 100
(Source: Primary data)
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 seen
the 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
31.33
37.35
18.07
13.25
Percentage
27 | P a g e




TABLE 3.10: Word you associate with XUV500
Word associated with
XUV500
Frequency Percentage
Masculine 28 33.73
Reliable 13 15.67
Upper class 25 30.12
Rugged 17 20.48
Total 83 100
(Source: Primary data)
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
28 | P a g e



TABLE 3.11: Do you know the logo of Mahindra
Do you know the logo of
Mahindra
Frequency Percentage
Yes 62 74.70
No 9 10.84
Not sure 12 14.46
Total 83 100
(Source: Primary data)
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
29 | P a g e



TABLE 3.12: Can you recall any advertisement of Mahindra XUV500
Can you recall any
advertisement of Mahindra
XUV500
Frequency Percentage
Yes 56 67.47
No 27 32.53
Total 83 100
(Source: Primary data)
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
30 | P a g e



TABLE 3.13: Main things you can recall from advertising
Main things you can recall
from advertising
Frequency Percentage
Spacious
13 23.21
Interiors
12 21.43
Wild look
21 37.50
Comfort
10 17.86
Total
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, its wild 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
31 | P a g e



TABLE 3.14: Opinion about XUV500's style
Opinion about XUV500s
style
Frequency Percentage
Excellent
28 33.74
Good
36 43.37
Neutral
10 12.06
Poor
7 8.43
Very poor
2 2.40
Total
83 100
(Source: Primary data)
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
12.06
8.43
2.4
0
5
10
15
20
25
30
35
40
45
50
Excellent Good Neutral Poor Very poor
Percentage
32 | P a g e





TABLE 3.15: Opinion about XUV500s mileage
Opinion about XUV500s
mileage
Frequency Percentage
Excellent
15 18.07
Good
28 33.74
Neutral
21 25.30
Poor
13 15.67
Very poor
6 7.22
Total
83 100
(Source: Primary data)
FIGURE 3.15: Opinion about XUV500s mileage


INFERENCE
Samples when asked about XUV500s mileage, majority that is 33.74% respondents rated good. 18.07%and
25.3% 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
Excellent Good Neutral Poor Very poor
18.07
33.74
25.3
15.67
7.22
Percentage
33 | P a g e







TABLE 3.16: Opinion about XUV500s safety

Opinion about XUV500s
safety
Frequency Percentage
Excellent
16 19.27
Good
27 32.54
Neutral
23 27.72
Poor
11 13.25
Very poor
6 7.22
Total
83 100
(Source: Primary data)


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
10
15
20
25
30
35
Excellent Good Neutral Poor Very poor
19.27
32.54
27.72
13.25
7.22
Percentage
34 | P a g e








TABLE 3.17: Opinion about XUV500s engine capacity

Opinion about XUV500s
engine capacity
Frequency Percentage
Excellent
23 27.71
Good
26 31.32
Neutral
20 24.10
Poor
10 12.05
Very poor
4 4.82
Total
83 100
(Source: Primary data)


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
Excellent Good Neutral Poor Very poor
27.71
31.32
24.1
12.05
4.82
Percentage
35 | P a g e




TABLE 3.18: Opinion about XUV500's size
Opinion about XUV500s
size
Frequency Percentage
Excellent
30 36.15
Good
21 25.30
Neutral
6 7.22
Poor
15 18.07
Very poor
11 13.26
Total
83 100
(Source: Primary data)
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
Excellent Good Neutral Poor Very poor
36.15
25.3
7.22
18.07
13.26
Percentage
36 | P a g e



TABLE 3.19: Opinion about XUV500's Colour
Opinion about
XUV500s colour
Frequency Percentage
Excellent
32 38.55
Good
31 37.36
Neutral
9 10.84
Poor
10 12.05
Very poor
1 1.20
Total
83 100
(Source: Primary data)
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
Excellent Good Neutral Poor Very poor
38.55
37.36
10.84
12.05
1.2
Percentage
37 | P a g e



TABLE 3.20: Name fits the brand
Name fits the brand Frequency Percentage
Totally agree
35 42.17
Agree
21 25.30
Neutral
11 13.25
Disagree
12 14.46
Totally disagree
4 4.82
Total
83 100
(Source: Primary data)
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
4.82
0
5
10
15
20
25
30
35
40
45
Totally agree Agree Neutral Disagree Totally disagree
Percentage
38 | P a g e






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
Total
83 100
(Source: Primary data)

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
31.33
25.3
12.05
9.64
21.68
Percentage
39 | P a g e




TABLE 3.22: Would you recommend this product to others?
Would you recommend
this product to others
Frequency Percentage
Yes 62 74.70
No 21 25.30
Total 83 100
(Source: Primary data)

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
40 | P a g e




TABLE 3.23: Rating on a 5 point scale given for overall performance of XUV500
Rating given for overall
performance of XUV500
Frequency Percentage
1 4 4.82
2 12 14.46
3 14 16.86
4 21 25.31
5 32 38.55
Total 83 100
(Source: Primary data)
FIGURE 3.23: Rating on 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
41 | P a g e

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
Mitsubishi
outlander
11 8 16 15 20 13 268 13.74 6
Chevrolet
captive
9 12 14 19 17 12 273 14 5
Audi Q7
22 19 21 13 6 2 364 18.67 3
Mahindra
XUV500
28 21 13 7 10 4 370 18.98 1
Total
1950 100
(Source: Primary data)
FIGURE 3.24: Ranking different SUVs


INFERENE
Respondents ranked 1
st
for Mahindra XUV 500 with 18.98% followed by Toyota fortuner and Audi Q7 in 2
nd
and
3
rd
respectively. Tata safari and Chevrolet captive are in 4
th
and 5
th
positions. Mitsubishi outlander is ranked 6
th

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
42 | P a g e

















CHAPTER 4
SUMMERY, FINDINIGS, SUGGESTIONS AND
CONCLUSION
















43 | P a g e



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 awareness.
Further 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 built
its brand awareness among a relatively large number of people in an around Palakkad.












44 | P a g e



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)










45 | P a g e




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 customers satisfaction.
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








46 | P a g e




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.














47 | P a g e













BIBLIOGRAPHY








48 | P a g e


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): 439 451
De Chernatony, L. & McWilliam G. (1989),The varying nature of brands as asset, International
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, Journal
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


49 | P a g e



Reference from website:
www.safaribooksonline.com
www.articlebase.com
www.wikipedia.com
www.itlmotors.com
www.mahindra.com
www.slashdocs.com









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APPENDIX












51 | P a g e




QUESTIONNAIRE

Sir/Madam,
I am Dipin.M, from LEAD College of Management , Palakkad. As a part of my MBA course, I am doing
a 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.


52 | P a g e



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


53 | P a g e

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?
Excellent Good Neutral Poor Very poor
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?
54 | P a g e

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