BRAND AWARNESS OF MAHINDRA XYLO IN AN AROUND SILIGURI FROM KHOKAN MOTORS

SUBMITTED ON PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS ADMINISTRATION PREPARED BY NAME: PRAMIT CHHETRI

ROLL NO: 75/BBA/06714 DATE: EXTERNAL GUIDE (ARCHANA DIA#) SUBMITED TO 05!06!"010 INTERNAL GUIDE (SU$AMAY BHOWMICK)

INFORMATION TECHNOLOGY CENTRE UNI$ERSITY OF NORTH BENGAL DAR%EELING: 7&401&

DECLARATION

I do hereby declare that this project is submitted by me for partial fulfilment of the Bachelor of Business Administration, Information Technology Centre, North Bengal Uni ersity! The project report is e"clusi ely prepared by me and has not been submitted to any other Institution or published any#here before!

$AT%&'

(I)NATU*%&'

I.T. CENTRE, N.B.U

ACKNOWLEDGEMENT

At the ery outset, I #ould li+e to than+ my family #hom I o#e a much! I am really grateful to ,rs Archana $ia- ,sales ,anager of .ho+an ,otors for her guidance to underta+e this project and enabling me to turn my dream to reality!

I e"press my deep sense of gratitude to my internal guide, ,r! (u amay Bho#mic+, lecturer Information Technology Centre, Uni ersity of North Bengal for his help and ad ice during the preparation of this project!

/inally, I #ould li+e to than+ all others #ho directly or indirectly help me to accomplish my project #or+!!

$AT%&'

(I)NATU*%&'

I.T. CENTRE, N.B.U

PREFACE

0roject #or+ is something that e ery ,anagement student should carry out seriously at any organi-ation irrespecti e of their topic they choose to do! This is a part of complete management study and carrying out such a project #or+ is re1uired by the e"amination and e aluation $epartment of different Uni ersities necessary for the partial fulfillment of B!B!A! course! Carrying and completing such a project #or+ is not an easy tas+! 2ne must be careful before gathering the data re1uired other#ise the ery essence of the project #ill get lost in the mid#ay and the real and correct idea #ill remain une"posed before the reader! I too+ my project in ,ar+eting on Brand a#areness of ,ahindra 3ylo from .ho+an ,otors, (iliguri! I had tried to compile the clear picture regarding the le el of brand a#areness, measure to increase and retain the brand a#areness, and the ad ertising and the promotional tools effecti e for enhancing the a#areness le el of the potential customers! The project has played a significant role in my life in gaining +no#ledge in mar+eting field!

I.T. CENTRE, N.B.U

CONTENTS

PAGE NO'

INT*2$UCTI2N Introduction 2f The 0roject Introduction 2f The Company N%%$ /2* (TU$8 (TAT%,%NT 2/ T9% 0*2B:%, 2B;%CTI<%( 2/ T9% (TU$8 T9%AT*ICA: /*A,%?2*. (A,0:IN)A(2U*C%(A,%T92$2:2)8 ANA:8(I( C2NC:U(I2N /IN$IN)( (U))%(TI2N AN$ *%C2,,%N$ATI2N BIB:I2)*A098 6B 4B'57 54'66 6= 6> 6@ 46 4='4> 4@ 4'5 6'47 44'45

 A00%N$I3

6C'=7

I.T. CENTRE, N.B.U

INTRODUCTION OF THE PRO%ECT

The project is underta+en to measure the brand a#areness le el of ,ahindra 3ylo in an around (iliguri, measuring the brand a#areness le el of a particular companyDs brand is of ital importance since it indicates the number of people #ho are a#are of a particular brand in a gi en period of time and it also highlights the effecti eness of the different ad ertising or promotional tools used for the purpose! Brand a#areness is the consumersD ability to recognise or recall (identify) the brand #ithin a gi en product category in sufficient detail to ma+e a purchase decision! This also means that the consumers can propose, recommend, choose, or use the brand! The objecti es of most ad ertising campaign are to create and maintain brand preference! The first step is to ma+e potential consumers a#are of a brandsD e"istence! 2ne of the prominent goals of any business should be to build brand image and a#areness of its product, albeit in as cost E effecti e manner as possible! Consumer tends to ma+e purchasing decision based on peer recommendation and direct e"perience, as #ell traditional ad ertising methods!

The project aims to#ards increasing the brand a#areness since its one of the effecti e tool to effect the final purchase decision and the olume of sales! I had used the topic to find out or measure the brand a#areness le el among the customers and the #ays to increase its a#areness!

I.T. CENTRE, N.B.U

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,ahindra #ho has entered the motor industry initially to manufacture general' purpose utility ehicles, ,ahindra F ,ahindra (,F,) #as first +no#n for assembling under licence of the iconic ?illys ;eep in India! The company later branched out into manufacture of light commercial ehicles (:C<Ds) and agriculture tractors, rapidly gro#ing from being a manufacture of army ehicles and tractors to an automobile major #ith a gro#ing global mar+et! At present ,F, is the leader in the utility ehicle (U<) segment in India #ith its praise #orthy products li+e (corpio, Bolero, 3ylo, :egend etc! In this project, I #ent into a search for details regarding the brand a#areness of ,ahindra 3ylo and its acceptance rate and the promotion effecti eness! The analysis #as done #ith the help of the data collected through 1uestionnaire ta+ing the sample si-e of >7 in an around siliguri! As the brand a#areness is directly associated #ith promotion strategy ta+en by the company its effecti eness is e aluated and the steps to increase the a#arness le el of the customers are considered! Therefore I ha e used arious tools and techni1ues for the purpose of analysis of the data and ha e tried to thro# a clear light to#ards the le el of brand a#areness of ,ahindra 3ylo and the measures to increase its a#areness and to e aluate the best media of communication for the purpose!

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INTRODUCTION OF THE COMPANY

A()*+ M,-./01, 2 M,-./01, T345 F)*/050 H5,09*,1+51: K53 P5)465 P*(6.7 C)84,/3 1 45 M*8(,.; I/0., K5:-*( M,-./01, <C-,.18,/=; A/,/0 M,-./01, <$.75 C-,.18,/ 2 M,/,>./> D.157+)1= I/0*:+13 R5?5/*5 USA E846)355: W5(:.+5 A*+)8)+.?5 @,18 E9*.485/+ 10 (.66.)/ <"00 H1= 16;000 46*: M,-./01,'7)8

,ahindra F ,ahindra limited is a part of ,ahindra )roup, an automoti e farm e1uipment, financial ser ices, trade and logistics, automoti e components, after'mar+et, I!T and infrastructure conglomerate! The company #as set up in 4G=> as ,ahindra F ,ohammed! :ater, after the partition of India, )hulam ,uhammad returned to 0a+istan and became that nationDs first finance minister! 9ence, the name #as changed from ,ahindra F ,ohammed to ,ahindra F ,ahindra in 4G=C!

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Initially set up to manufacture general'purpose utility

ehicles, ,ahindra F

,ahindra (,F,) #as first +no#n for assembly under licence of the iconic ?illys ;eep in India! The company later branched out into manufacture of light commercial ehicles (:C<Ds) and agriculture tractors, rapidly gro#ing from being a manufacture of army ehicles and tractors to an automobile major #ith a gro#ing global mar+et! At present ,F, is the leader in the utility ehicle (U<) segment in India B*:./5:: ,ahindra F ,ahindra gre# from being a ma+er of army ehicles to a major automobile and tractor manufacture! It has ac1uired plants in China and the United +ingdom, and has three assembly plants in the U(A! ,F, has partnerships #ith international companies li+e *enault (A, /rance and international Truc+ and %ngine Corporation, U(A!

,F, has a global presence and its products are e"ported to se eral countries! Its global subsidiaries include ,ahindra %urope (rl! based in Italy! ,ahindra U(A Inc, ,ahindra (outh Africa and ,ahindra (China) tractor Co! :td!

,F, is one of the leading tractor brands in the #orld! It is also the largest manufacturer of tractors in India #ith sustained mar+et leadership of o er 5> years! It designs, de elops, manufactures and mar+ets tractors as #ell as farm implements! ,ahindra tractors (China ) Co! :td! ,anufactures tractors for the the gro#ing Chinese mar+et and is a hub for tractor e"ports to the U(A and other nations! ,F, has a 477H subsidiary, ,ahindra U(A, #hich assembles products for the American mar+et!
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,F, made its entry into the passenger car segment #ith the :ogan in April 577B under the ,ahindra *enault joint enture! ,F, #ill ma+e its maiden entry into the hea y truc+s segment #ith ,ahindra Na istar, the joint enture #ith International Truc+, U(A! ,F,Ds automoti e di ision ma+es a #ide range of ehicles including ,U<s, :C<s and three #heelers! It offers o er 57 models including ne# generation multi' utility ehicles li+e (corpio, and the Bolero ! At the 577C $elhi Auto (ho#, ,ahindra %"ecuti es said the company is pursing an aggressi e product e"pansion program that #ould see the launch of se eral ne# platforms and ehicles o er the ne"t three years, including an entry' le el (U< designed to seat fi e passengers and po#ered by a small turbo diesel engine! True to their #ord, ,ahindra F ,ahindra launched the ,ahindra 3ylo in ;anuary 577G, and as of june 577G, the 3ylo has sold o er 4>777 models!

The U( based *eputation Institute recently ran+ed ,ahindra among the top 47 Indian companioes in its I)lobal 577& The ?orlds best Corporate *eputationsDlist! AB,10::! 4! Bombay Chamber )ood Corporate Citi-en A#ard for 577@'7B 5! Business#orld /ICCI'(%$/ Corporate (ocial *esponsibility A#ard ' 577B 6! $eming 0ri-e =! ;apan Juality ,edal in 577B

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M)056::! ,ahindra Bolero ,ahindra Bolero Camper ,ahindra Bolero Inspira ,ahindra Bolero (tinger Concept ,ahindra (corpio ,ahindra (corpio )ate#ay ,ahindra (corpio /irst ,ahindra 3ylo ,ahindra legend

 ,ahindra ,,>>7 3$ ,ahindra'*enault :ogan (in cooperation #ith *enault) ,ahindra A"e ,ahindra ,ajor ,ahindra (ou enir Concept ,ahindra Commander ,ahindra )rand <itara ,ahindra $I ,ahindra Cab Chassis
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C)15 B*:./5:: A7+.?.+.5: Automoti e /arm %1uipment (ystech /inancial (er ices Information Technology Infrastructure $e elopment After',ar+et

 T#o'?hellers ,ahindra 0artners $i ision (peciality (er ices C)88*/.+3 I/.+.,+.?5: ,ahindra United ?orld College 2f India ,ahindra united, a football club based in ,umbai, ,aharasthra ,ahindra /oundation

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LAUNCHING OF MAHINDRA XYLO To build a car that has e erything the customerDs #ants, it is essential to understand #hat he #ants first! This had been the basic principle behind the 3ylo! They started #ith the customer! To this end they spent time #ith car users, across the country, obser ing their interaction #ith cars! ?e #atched ho# they entered ehicles, #hat they did inside, #hat they loo+ed for! They noted do#n complaints and identified need gaps! And then they started building the 3ylo from the inside out! This is the first time in India #here passenger compartment #as designed #ell before the e"teriors of the

car! % ery single learning #as incorporated on a #ooden buc+ (a moc+ car interior #ith instrumental panel, steering #heel and seats)! This #as then tested #ith car customers for further feedbac+ and only after integrating e ery desired feature into interior did #e start #ith the e"terior! The result #as a car that #as fluent in form and function! A car that #as truly #orld class and a car that #as in sync #ith the peoples re1uirements! ,a+ing the ,ahindra 3ylo meant challenging the limitations of e ery car before it! It meant determining the needs of our consumers and pioneering technologies to meet those needs! The ,ahindra 3ylo #as meant to be built around you, out of your needs!

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It too+ 4@7 engineers to do just that! %ngineers that #ere handpic+ed from across the country! %ach of them regarded as an e"pert in their o#n field of automobile de elopment! The engineers spent time #ith customers across the country, obser ing their interaction #ith ehicles! They identified need gaps and in ented solutions to fill in these gaps and the result #as IndiaDs first car to be built out! % ery need #as catered to, e ery re1uirement met and once the interiors #ere done, the e"teriors began! A lot of research and de elopment has gone into bringing the ,ahindra 3ylo from the dra#ing board to Ion roadD! And e ery manufacturing process has been optimised to handle this special carDs special re1uirements! :i+e the body assembly procedures that are fully automated to ensure incredible le els of accuracy! (o you can

be sure that e"tra thought and effort ha e gone into ma+ing the ,ahindra 3ylo perfect in e ery #ay! ,ahindra F ,ahindra :imited launched their latest ,ulti <ehicle (,U<) K3yloL in India on ;anuary 46,577G! The car boasts of ha ing all the lu"urious features that are seen in todayDs sedans #ith the ample space of a utility ehicle! 3yloDs muscular stance contributes to its commanding road presence! /ully pac+ed #ith the latest features the ,U< is sure to impress Indian consumers and pro ide a stiff competition to other ehicles #ithin its class! P51@)18,/75 O@ M,-./01, X36) Under the hood of ,ahindra 3ylo lies a ='cylinder turbo charged, m%agle diesel engine #hich generates a po#er of 445bhpM6C77 rpm and a pea+ tor1ue of 5= +gm M 4C77'6777 rpm! The po#erfull engine is de eloped on the N%/ C*$e platform and is mated to >'gears manual transmission! The car accelerates from rest to @7 +mAh in just >!C seconds!

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SPECIFICATION:!

%ngine /uel Injection %ngine capacity (cc) 0o#er Tor1ue /ront Bra+e *ear Bra+e /ront (uspension *ear (uspension Turning radius (m) Tyre si-e

m%agle C*$e $iesel Common rail 5=GC C6!5+? (445 bhp) M6C77rpm 5@7Nm M4C77'6777rpm $isc $rum Independent coil spring ,ulti'lin+ coil spring >!= 54>AB>*4> (6C4 mm)

m$I C*$e $iesel Common rail 5=GC @G!>+? (G> bhp) M6@77 rpm 557Nm M4=77'5@77 rpm $isc $rum Independent coil spring ,ulti'lin+ coil spring >!= 57>A@>*4> (6C4 mm)

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NEED FOR THE STUDY Today costumers are facing a gro#ing range of choice in the different brands of products and ser ices! They are ma+ing their choice on the basis of their perceptions of brand, 1uality ser ice and alue! The company has to adopt strategies to +eep brand in consumerDs memory! A strong brand a#areness means easy acceptance of ne# products! An organi-ation has to measure the le el of a#areness of the potential customers and has to adopt different strategies to enhance the a#areness le el and to identify the appropriate promotional tool! Brand a#areness is asset #hich brand managers create and enhance to build brand e1uity! It is related to the nature and features of product! It leads to brand strength #hich is constituted by measuring the ariable li+e leadership, stability, ,ar+et, geographic, trend, support and protection etcN Creating brand a#areness #ith the use of ad ertising, promotion e ent management etcN a different brand has different +ind of a#areness #hich retains recognition! Brand a#areness satisfies a need of the consumer! A consumer as aims, ambitions, moti ation dri es and desire! Consumer feels more po#erful #hen he uses the brand! (atisfactions or preference for a brand sho#s ho# loyal the consumer is li+ely to be brand!

In todays competiti e business scenario #here e ery companies product is competing #ith each other retaining loyal customer is an essence for #hich increasing the le el of brand a#arness is ery ital!
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This study is not concerned only #ith brand a#areness but deals also #ith other facts! It includes a #ide pre ie# of /rom #here did the potential customers come to +no# about the productO ?hich media is effecti e in communicating the message to the potential customersO $id the potential customers feel that the brand is important to purchaseO ?hich attribute of the product dri e the potential customer to prefer the particular product!O $id the potential customers felt that the branded product matches their e"pectationsO 9o# the brands influence the mar+etO ?hat is the effect of the competitorDs productO Are the potential customers satisfied #ith the brand, price, 1uality etcNO

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STATEMENT OF THE PROBLEM

In the emerging +no#ledge based economy it has become necessary to +no# ho# much mar+et po#er lies #ith the brand name! The study of brand a#areness is essential in mar+eting planning! Customer needs and preferences +eep changing #here brands ultimately command customerDs loyalty! The realistic side of the problem is to +no# the acceptance le el of the brand a#areness to#ards the product! This study #ill help us to understand the brand a#areness and #hat problems are being faced by the consumers, to #hich appropriate measures to be ta+en to sol e the problems! This project has mainly been ta+en up to understand the brand a#areness, buying moti es to ensure the KBrand a#areness to#ards ,ahindra 3yloL apart from this, it is to understand the ne# opportunities in the mar+et for the impro ement of brand a#areness and sales to#ards the products

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OB%ECTI$ES OF THE STUDY

The main objecti e of any business is to ac1uire larger mar+et share ,or higher percentage of sales in the Industry, This could be only achie ed by building a higher percentage of brand loyal customers! Any company can sur i e through the stiff competition of the mar+et if its has brand loyal customer! Today many major companies in the mar+et has brand loyal customers and they adopt many strategies to maintain and impro e there branded e1uity! ?ithout creating a proper Brand a#areness they cannot build brand image! (trong brands help build the corporate image and also by ma+ing it eager for the companies launch ne# brands! Today brands are treated, as major enduring assets of a company'more o er brand e1uity are major contributor to customer e1uity! This all can happen only there is proper brand a#areness! The light four #heeler industry has been e"panding rapidly are gone the day #hen possessing a small and mid'si-e cars #as seen as a lu"ury! No# days it is ie#ed as a mere necessity!

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

To judge the a#areness le el of the prospect customer! To +no# ho# they are a#are regarding the product! To judge in #hich #ay they ha e de eloped the a#areness! To judge #hich promotional tool is effecti e to increase the a#areness le el among the people! To see #hether brand a#areness influences the buying beha iour or not!
What facto ! a"# $a %a&'e! of & a"# %"f'(e"ce the) to *( cha!e. To +"o, ho, to )a%"ta%" a"# %)* o$e & a"# a,a e"e!! a"# to &(%'# & a"# 'o-a't-.

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RE$IEW OF LITERATURE

U aisu i .(B, Calicut conducted a study on Brand A#areness, #ith special reference to ,aruti *it- at Indus ,otors in his study he tried to find out the Kinfluence of Brand A#areness on buying beha iourL and through his e"tensi e analysis concluded that brand a#areness has a real and significant influence on the buying beha iour of the customers! ,adu+ar N conducted a study on K Brand A#areness to#ards (antro 9yndaiL from A8( 9yndai in the city of <isa+hapatnam in his study he concluded that the brand a#areness of santro 9yndai #as 1uite high and the brand #as facing a tough competition from other small car industries li+e ,aruti, ford etc!

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METHODOLOGY OF THE STUDY The study is conducted empirically using both primary and secondary data! 0rimary data #as collected #ith the help of #ell structured 1uestionnaire! Around >7 potential customers #ere sur eyed to understand the brand a#areness le el of ,ahindra 3ylo in an around (iliguri!All the persons inter ie#ed #ere in the age group abo e 5> years! It has been deliberately decoded to conduct the sur ey among this age group because they are the people #ho are generally loo+ing ahead for the purchase of a four'#heeler! ,any of these persons interested are either businessmen or professionalsP fe# of them are corporate managers also! The secondary data is collected from ,ahindraDs #ebsite and by going through their corporate records, brochures and annual reports of the company along #ith their ne#sletters #ere used to substantiate the information!

The details about the four'#heeler mar+et are collected from a fe# speciali-ed maga-ines li+e Auto India etc! to get information regarding the organi-ation and products!

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PRIMARY DATA:! 0rimary data has been collected through 1uestionnaires! The 1uestionnaire #as mostly related to the brand a#areness to#ards ,ahindra 3ylo on different feature such as the model, price, effecti eness of the brand etc! SECONDORY DATA:! (econdary data has been ta+en from bello# sources& 4! 5! 6! =! *eports 0amphlets Ad ertisement Ne#spapers

>!

Internet

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SAMPLING:! The sample of >7 has been chosen randomly from in an around siliguri, the people residing in an around siliguri are considered as the population for the study! SAMPLE SI#E:! The sample si-e of >7 is selected randomly! The study re1uires on in depth sur ey and +een obser ation in collecting data regarding the brand a#areness le els of ,ahindra 3ylo! SAMPLING TECHINICUE:! 2nly simple random sampling techni1ue is adopted in selection the sample! In this techni1ue, each and e ery unit of the population has on e1ual opportunity of being selected in the sample

DATA COLLECTION PROCESS:! Based on need and objecti es, types of data re1uired for study and other sources of data are identified!

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D,+, B,: 7)6657+50 B.+- +-5 -564 )@ +-5 9*5:+.)//,.15:

2bser ation 0rimary $ata $ata Juestionnaire Inside the 2rgani-ation (econdary $ata Ne#s :etters $ocuments

2utside the 2rgani-ation

:ibraries, ,aga-ines etc

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GRAPHICAL REPRESENTATION OF SUR$EY

1=H,?5 3)* -5,10 ,()*+ M,-./01, X36)D SAMPLE SI#E 50 /*%JU%NC8 8%( N2 =6 B CA:CU:AT% =6Q477A>7 BQ477A>7 0%*C%NTA)% C@H 4=H

Percentag e
14.

/E0
86.

N1

A/,63:.:&' The project underta+en to +no# the brand a#areness le el of ,ahindra 3ylo #as conducted in an around siliguri #ith the sample si-e of >7 through 1uestionnaire #hen the respondent #ere as+ about #hether they had heard about ,ahindra 3ylo or not =6 people out of >7 responded that they had heard about the product and the rest B people had not heard about the product henceforth C@H of people had heard about the product #hich means that the product ,ahindra 3ylo is a #ell recognised and to some e"tent is a popular product among the people!
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"' W-515 -,?5 3)* -5,10 ,()*+ .+D

SAMPLE SI#E:4& Tele ision 9oardings Ne#spapers F ,aga-ines /riends F *elati es 2thers /*%JU%NC8 47 4> C > > CA:CU:AT% 47Q477A=6 4>Q477A=6 CQ477A=6 >Q477A=6 >Q477A=6 0%*C%NTA)% 56H 6>H 4GH 45H 45H

A/,63:.:&' (ince out of the total >7 sample chosen only =6people had heard about the product so therefore this 1uestion #as analysed ta+ing this =6 people and #hen this

people #ere as+ed about #here they had heard about the product 47 out of =6 that is 56H people responded that they came to +no# about the product through Tele ision, 6>H people said they came to +no# about the product through hoardings, 4GH people respondent that they came to +no# about the product through ne#spapers and maga-ines and 45 H people through /riends F relati es and the rest 45H through other sources! Therefore after the analysis it #as clear that the majority of people came to +no# about the product through Tele ision and hoardings!
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&' H)B )@+5/ -,?5 3)* -5,10 )1 :55/ .+D

SAMPLE SI#E:4& ,any Times 2ften (ometimes 2thers /*%JU%NC8 47 45 4@ > CA:CU:AT% 47Q477A=6 45Q477A=6 4@Q477A=6 >Q477A=6 0%*C%NTA)% 56H 5CH 6BH 45H

A/,63:.:&'

#hen the sample #as as+ed about ho# often ha e they heard or seen the product 47 out of =6 that is 56H people responded that they ha e heard about or seen the product many times 5CH people that is 45 out of =6 people said they ha e often heard about the product ,4@ out of =6 people that is 6BH of the total sample respondent that they ha e heard or seen the product sometime and 45H that is > out of =6 people responded that they ha e ne er heard or seen the product !Therefore after the analysis it #as seen that the majority of people ha e seen or heard about the product sometimes!

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4' H,?5 3)* 0)/5 +-5 +5:+ 01.?5D

SAMPLE SI#E:4& 8es No /*%JU%NC8 6 =7 CA:CU:AT% 6Q477A=6 =7Q477A=6 0%*C%NTA)% BH G6H

A/,63:.:& #hen the sample #as as+ed about #hether they ha e done the test dri e or not it #as found that only 6 people out of =6 that is BH of the total sample had actually done the test dri e and the rest =7 people or G6H of the people had not test dri en ,ahindra 3ylo #hich pro ed that the people #ho had ta+en test dri e in an around siliguri are ery less!

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5' D.0 3)* 6.E5 +-.: 41)0*7+ )@ M,-./01,D SAMPLE SI#E:4& 8es No Not (ure /*%JU%NC8 5@ G C CA:CU:AT% 5@Q477A=6 GQ477A=6 CQ477A=6 0%*C%NTA)% @7H 54H 4GH

PERCENTAGE

A/,63:.:&'

Yes

No

#hen the sample #as as+ed about #hether they li+ed the product or not 5@ people that is @7H of the total sample replied that they li+ed the product and 54 H

people said they did not li+ed the product and 4G H of #ere not sure regarding their preference, 9enceforth through the analysis it #as seen that a sufficient number of people li+ed ,ahindra 3ylo!

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6' D) 3)* )B/ , 451:)/,6 7,1D

SAMPLE SI#E:50 8es No /*%JU%NC8 4@ 6= CA:CU:AT% 4@Q477A>7 6=Q477A>7 0%*C%NTA)% 65H @CH

A/,63:.:&' The analysis #as made ta+ing the #hole sample i!e >7 people and #hen the sample #as as+ed about #hether they o#n a personal car or not it #as found that 65H of the people that is 4@ people out of the sample o#ned a personal car and the rest @CH people that is 6= people does not o#n a car after the analysis done on the basis of the sample it #as found that not a huge number of people o#ned a personal car!

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7' D) 3)* B.:- +) 4*17-,:5 M,-./01, X36)D

SAMPLE SI#E:4& 8es No Not $ecided /*%JU%NC8 C 4> 57 CA:CU:AT% CQ477A=6 4>Q477A=6 57Q477A=6 0%*C%NTA)% 4GH 6>H =@H

A/,63:.:&' #hen the sample #as as+ed about their #ish to purchase the product 4GH of the total sample that is C people replied that they #ish to purchase the product, 6>H that is 4> people said they do not #ish to purchase the product and =@H replied that they ha e not decided anything regarding the product, after the analysis #e came to +no# that the people #ho #ished to purchase the product is ery nominal!

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F' I@ /) B-.7- 7)84,/.5: 7,1 ,15 3)* 46,//./> +) 4*17-,:5D

SAMPLE SI#E:4& Tata 9yndai Toyota ,aruti 2thers Not $ecided /*%JU%NC8 6 B 4> > 6 47 CA:CU:AT% 6Q477A=6 BQ477A=6 4>Q477A=6 >Q477A=6 6Q477A=6 47Q477A=6 0%*C%NTA)% BH 4@H 6>H 45H BH 56H

A/,63:.:&' The analysis for this #as ta+en #ith the help of open ended 1uestion and the people #ho #ere sur eyed #ent a long #ay describing their #ishes for different companies product #hich included a long list of li+e Tata, 9yundai, Toyota, ,aruti, and etc and out of the total sample 56H replied that they ha e not planned to purchase a car and out of the long list of companies 6>H respondent laid their #ish or plan to purchase a product of Toyota, pro ing that the product of Toyota are pretty much popular amongst the people in an around siliguri!

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G! W-3 0) 3)* B,/+ +) 4*17-,:5 +-.: (1,/0D

SAMPLE SI#E:4& ,ileage 0rice Comfort (tyle 2thers /*%JU%NC8 = 6 4= 47 45 CA:CU:AT% =Q477A=6 6Q477A=6 4=Q477A=6 47Q477A=6 45Q477A=6 0%*C%NTA)% GH BH 66H 56H 5CH

A/,63:.:&' ?hen the sample #as as+ed #hy do they #ant to purchase the brand ,ahindra 3ylo or #hat is the attribute #hich enforces him or her to ma+e the purchase decision 65H responded they #ere dri en by the comfort of the product, 56H mention that the #ere dri en by the style and 5CH ga e the other reasons and the factors li+e price and mileage #ere highlighted ery less by the respondent!
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10' D) 3)* E/)B +-5 6)>) )@ M,-./01,D

SAMPLE SI#E:4& 8es No Not (ure /*%JU%NC8 5C B C CA:CU:AT% 5CQ477A=6 BQ477AA=6 CQ477A=6 0%*C%NTA)% @>H 4@H 4GH

A/,63:.:&' ?hen the sample #as as+ed #hether they +no# the logo of ,ahindra or not 5C people out of =6 people that is @>H replied that they +no# the logo of ,ahindra and 4@H of the sample that is > people said they do not +no# the logo of ,ahindra and 4GH #ere not sure!

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11' C,/ 3)* 157,66 ,/3 ,0?51+.:./> )@ M,-./01, X36)'

SAMPLE SI#E:4& 8es No Not (ure /*%JU%NC8 54 B 4> CA:CU:AT% 54Q477A=6 BQ477A=6 4>Q477A=6 0%*C%NTA)% =GH 4@H 6>H

A/,63:.:&' 2n sur eying #hether the people can recall any ad ertising of ,ahindra 3ylo it #as found that 54 people that is =5H of the total sample can recall the ad ertising, 4@H that is B people could not recall the ad ertising and 6>H replied they

#ere not sure, henceforth after the analysis it #as seen that the ad ertisement had been effecti e and stayed in the memory of most of the people!

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1"' W-,+ .: +-5 8,./ +-./E 3)* 7,/ 157,66 @1)8 +-,+ ,0?51+.:./>D

SAMPLE SI#E:"1 (pacious Interiors (tyle Comfort /*%JU%NC8 C = 6 @ CA:CU:AT% CQ477A54 =Q477A54 6Q477A54 @Q477A54 0%*C%NTA)% 6CH 4GH 4=H 5GH

A/,63:.:&' This 1uestion #as ans#ered by only those respondent #ho could recall the ad ertising of ,ahindra 3ylo, this included 54 people and after the analysis it #as found that the respondent remembered different ariables such as the carDs interiors, its (tyle, Comfort, glamour, its appearance, its features and many other things!

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1&' W)*60 3)* 6.E5 +) 157)885/0 +-.: 41)0*7+: +) )+-51:D

SAMPLE SI#E:4& 8es No Not (ure /*%JU%NC8 4C 5 56 CA:CU:AT% 4CQ477A=6 5Q477A=6 56Q477A=6 0%*C%NTA)% =5H >H >6H

A/,63:.:&' ?hen the people #ere as+ed #hether they #ould recommend this product to others4C people that is 6@H replied they #ould recommend this product to others, =H replied in a negati e #ay , =@H that is 56 people said they #ere not sure an d4=H that is the remaining B people of the sample did not too+ part in the 1uestion!

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CONCLUSION

Accomplishing this project on brand a#areness #as an e"cellent and +no#ledge gaining e"perience for me! $espite small sample si-e for 1uestionnaire this project helped me to +no# the ie# of customer and common people to#ards the brand a#areness of ,ahindra 3ylo! Brands are no# a central feature of consumer mar+eting, they are important in building long'term relationships #ith the consumer, irrespecti e of the type of mar+et! Their importance is no# also being recogni-ed in other mar+ets including ser ice and industrial! In esting in a brand builds consumer confidence and loyalty and allo#s for brand stretching! It re1uires a consistent and long'term strategy! 2nly a fe# brands ha e emerged as truly global! In conclusion I #ould say that the brand (,ahindra 3ylo) is 1uite +no#n to peoples! ,ahindra 3ylo has built its brand a#areness among a relati ely large number of people in an around siliguri! The customers are a#are largely of the product #ith the help of Tele ision and 9oardings and the product still has a #ay to increase its ad ertising channels to reach the relati ely large number of people! The products ad ertising in the hill stations around siliguri is relati ely less and also its a#areness! At last I #ould li+e to than+ my project co'ordinator ,r! (u amay Bho#mic+ and the sales manager for their guidance and support!

I #ould also li+e to than+ all the people #ho ha e been so co'operati e through out the sur ey!

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FINDINGS The follo#ing details can be inferred after analysis #ith a simple si-e of >7 #hich included customers, by 1uestionnaire method to find out the brand a#areness to#ards ,ahindra 3ylo #ith reference to .ho+an ,otors! The a#areness le el of ,ahindra 3ylo in an around (iliguri is 1uite high! The promotional strategy of ,ahindra 3ylo is effecti e in the form of electronic media and mass media ,ost of the customers are a#are of ad ertising campaign that are being conducted by ,ahindra 3ylo! Brand a#areness has a real and isible impact in the buying beha iour of the people! Though the customers are ha ing good a#areness le els regarding the product they are not in a frame of mind to purchase it because of arious reasons! ,ahindra 3ylo is facing a tough competition from the competitors #ith the same +ind of products! The scale of ad ertising to promote ,ahindra 3ylo is not satisfactory and has to implement the arious medium to offer ad ertising of the product!

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SUGGESTIONS

(uggestions are done on the basis of finding and analysis of data collected through 1uestionnaire&' In order to promote sale in highly competiti e auto mar+et attracti e schemes such as cash discount, complementary gift, luc+y dra#s, etc! can be gi en to the customers!

Customers should be contacted at a regular inter al through phone calls and free ser icing of the cars to as+ them if they are facing any problems #ith the car as because post sale #ith the customers may be ery important to maintain customers satisfaction!

Ad ertising plays a ery important role n increasing the a#areness and in reminding the customer about the products and ser ices offered by ,ahindra 3ylo! 9ence ad ertisement about the firm and its products and ser ices must be aired on local T!< channels as #ell as in ne#spapers and maga-ines!

(ince the people tends to forget the ad ertising of a particular product a reminder message has to be enforced in a regular inter al and in a proper media #hich #ould reach a large number of potential customers!

As from the inference #e can see that the most important criteria for selection of the car is its performance #hich includes price, mileage, speed, bra+ing efficiency, maintenance, etc! There #ould be definite increase in the sale of the car if this point #ould be loo+ed into and impro ed!

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B.(6.)>1,4-3

S)85 )@ +-5 B5(:.+5 ,/0 8,>,G./5: 15@51150 (3 85 +) 7)8465+5 +-.: 41)H57+'

W5(:.+5::! www.mahindra.com www.scribd.com www.questionpro.com www.google.com

M,>,G./5::! C)84,/.5: B1)7-*15: 2 M,/*,6:' M,>,G./5: O?5101.?5 B*:./5:: T)0,3 B))E::! M,1E5+./> R5:5,17- ! M,1E5+./> M,/,>585/+! M,1E5+./> M,/,>585/+! G'C B51. P-.6.4 K)+651 $'S R,8,:B,83 2 S' N,8,E*8,1.

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CUESTIONAIRE ON BRAND AWARNESS OF MAHINDRA XYLO

I, the student of I!T! Centre, North Bengal Uni ersity, am conducting brief sur ey to find out the brand a#areness le el of ,ahindra 3ylo! I #ould be highly grateful to you if you #ould pro ide your genuine response by putting a tic+ mar+ in a rele ant bo"! I sincerely than+ you for your humble co'operation! (tudent I!T!Centre, N!B!U!

4)9a e you heard about ,ahindra 3yloO 8es No

5)?here ha e you heard about itO Tele ision /riends F *elati es 9oardings 2ther Ne#spapers F ,aga-ines

6)9o# often ha e you heard or seen itO ,any Times 2ften (ometimes Ne er

=)9a e you done the test dri eO

/e!

No

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>)$id you li+e this product of ,ahindraO 8es No Not (ure

@)$o you o#n a personal carO 8es No

B) $o you #ish to purchase ,ahindra 3yloO 8es Not decided No

C)If no than #hich companies car are you planning to purchaseO '''''''''''''''''''''''''''''''''''''''''''''!

G)?hy do you #ant to purchase this brandO ,ileage 0rice Comfort (tyle 2thers

47)$o you +no# the logo of ,ahindraO 8es No Not (ure

44)Can you recall any ad ertising of ,ahindra 3yloO 8es No Not (ure

45)?hat is the main thin+ you can recall from that ad ertisingO ''''''''''''''''''''''''''''''! 46)?ould you li+e to recommend this products to othersO 8es No Not (ure

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4=) 0ersonal Information&'

Name&' Age&' Abo e @7 =7'>7 67'=7 Belo# 67

(e"&',ale

/emale

Annual Income&'Abo e 4> la+h 47'4> la+h >'47 la+h Belo# > la+h

Address&'!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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