(Archana Diaz) (Suvamay Bhowmick)

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: 05!06!"010
EXTERNAL GUIDE INTERNAL GUIDE
(ARCHANA DIA#) (SU$AMAY BHOWMICK)
SUBMITED TO
INFORMATION TECHNOLOGY CENTRE
UNI$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 Uniersity! The project report is e"clusiely 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! (uamay Bho#mic+,
lecturer Information Technology Centre, Uniersity of North Bengal for his help and
adice 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 eery ,anagement student should carry out
seriously at any organi-ation irrespectie 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 ealuation $epartment of different Uniersities necessary for the
partial fulfillment of B!B!A! course!
Carrying and completing such a project #or+ is not an easy tas+! 2ne must be
careful before gathering the data re1uired other#ise the ery essence of the project #ill
get lost in the mid#ay and the real and correct idea #ill remain une"posed before the
reader!
I too+ my project in ,ar+eting on Brand a#areness of ,ahindra 3ylo from .ho+an
,otors, (iliguri! I had tried to compile the clear picture regarding the leel of brand
a#areness, measure to increase and retain the brand a#areness, and the adertising and
the promotional tools effectie for enhancing the a#areness leel of the potential
customers!
The project has played a significant role in my life in gaining +no#ledge in mar+eting
field!
I.T. CENTRE, N.B.U
CONTENTS PAGE NO'
INT*2$UCTI2N
Introduction 2f The 0roject 4'5
Introduction 2f The Company 6'47
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I.T. CENTRE, N.B.U
INTRODUCTION OF THE PRO%ECT
The project is underta+en to measure the brand a#areness leel of ,ahindra
3ylo in an around (iliguri, measuring the brand a#areness leel 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 gien period of time and it also highlights the
effectieness of the different adertising or promotional tools used for the purpose!
Brand a#areness is the consumersD ability to recognise or recall (identify)
the brand #ithin a gien 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 objecties of most adertising 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 effectie manner as possible! Consumer
tends to ma+e purchasing decision based on peer recommendation and direct
e"perience, as #ell traditional adertising methods!
The project aims to#ards increasing the brand a#areness since its one of the
effectie 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 leel among the customers and the
#ays to increase its a#areness!
I.T. CENTRE, N.B.U Page 1
,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 effectieness!
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 effectieness is ealuated
and the steps to increase the a#arness leel of the customers are considered!
Therefore I hae used arious tools and techni1ues for the purpose of analysis of
the data and hae tried to thro# a clear light to#ards the leel of brand a#areness of
,ahindra 3ylo and the measures to increase its a#areness and to ealuate the best
media of communication for the purpose!

INTRODUCTION OF THE COMPANY
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,ahindra F ,ahindra limited is a part of ,ahindra )roup, an automotie farm
e1uipment, financial serices, trade and logistics, automotie 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!
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 seeral 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 oer 5> years! It
designs, deelops, 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!
,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
heay truc+s segment #ith ,ahindra Naistar, the joint enture #ith International
Truc+, U(A!
,F,Ds automotie diision ma+es a #ide range of ehicles including ,U<s,
:C<s and three #heelers! It offers oer 57 models including ne# generation multi'
utility ehicles li+e (corpio, and the Bolero !
At the 577C $elhi Auto (ho#, ,ahindra %"ecuties said the company is pursing
an aggressie product e"pansion program that #ould see the launch of seeral ne#
platforms and ehicles oer the ne"t three years, including an entry' leel (U<
designed to seat fie passengers and po#ered by a small turbo diesel engine! True to
their #ord, ,ahindra F ,ahindra launched the ,ahindra 3ylo in ;anuary 577G, and as
of june 577G, the 3ylo has sold oer 4>777 models!
The U( based *eputation Institute recently ran+ed ,ahindra among the top 47
Indian companioes in its I)lobal 577& The ?orlds best Corporate *eputationsDlist!
AB,10::!
4! Bombay Chamber )ood Corporate Citi-en A#ard for 577@'7B
5! Business#orld /ICCI'(%$/ Corporate (ocial *esponsibility A#ard ' 577B
6! $eming 0ri-e
=! ;apan Juality ,edal in 577B
M)056::!
,ahindra Bolero
,ahindra Bolero Camper
,ahindra Bolero Inspira
,ahindra Bolero (tinger Concept
,ahindra (corpio
,ahindra (corpio )ate#ay
,ahindra (corpio /irst
,ahindra 3ylo
,ahindra legend
,ahindra ,,>>7 3$
,ahindra'*enault :ogan (in cooperation #ith *enault)
,ahindra A"e
,ahindra ,ajor
,ahindra (ouenir Concept
,ahindra Commander
,ahindra )rand <itara
,ahindra $I
,ahindra Cab Chassis
C)15 B*:./5:: A7+.?.+.5:
Automotie
/arm %1uipment
(ystech
/inancial (erices
Information Technology
Infrastructure $eelopment
After',ar+et
T#o'?hellers
,ahindra 0artners $iision
(peciality (erices
C)88*/.+3 I/.+.,+.?5:
,ahindra United ?orld College 2f India
,ahindra united, a football club based in ,umbai, ,aharasthra
,ahindra /oundation
LAUNCHING OF MAHINDRA
XYLO
To build a car that has eerything 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, obsering 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 eery 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 eery 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!
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
deelopment! The engineers spent time #ith customers across the country, obsering
their interaction #ith ehicles! They identified need gaps and inented solutions to fill
in these gaps and the result #as IndiaDs first car to be built out! %ery need #as catered
to, eery re1uirement met and once the interiors #ere done, the e"teriors began!
A lot of research and deelopment has gone into bringing the ,ahindra 3ylo
from the dra#ing board to Ion roadD! And eery 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 leels of accuracy! (o you can
be sure that e"tra thought and effort hae gone into ma+ing the ,ahindra 3ylo perfect
in eery #ay!
,ahindra F ,ahindra :imited launched their latest ,ulti <ehicle (,U<)
K3yloL in India on ;anuary 46,577G! The car boasts of haing 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 proide 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 deeloped 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!
SPECIFICATION:!
%ngine m%agle C*$e m$I C*$e
/uel $iesel $iesel
Injection Common rail Common rail
%ngine capacity (cc) 5=GC 5=GC
0o#er C6!5+? (445 bhp)
M6C77rpm
@G!>+? (G> bhp)
M6@77 rpm
Tor1ue 5@7Nm M4C77'6777rpm 557Nm M4=77'5@77
rpm
/ront Bra+e $isc $isc
*ear Bra+e $rum $rum
/ront (uspension Independent coil spring Independent coil spring
*ear (uspension ,ulti'lin+ coil spring ,ulti'lin+ coil spring
Turning radius (m) >!= >!=
Tyre si-e 54>AB>*4> (6C4 mm) 57>A@>*4> (6C4 mm)
NEED FOR THE STUDY
Today costumers are facing a gro#ing range of choice in the different brands of
products and serices! They are ma+ing their choice on the basis of their perceptions of
brand, 1uality serice 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 leel of a#areness of the potential customers and has to adopt different
strategies to enhance the a#areness leel 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 adertising, promotion eent
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, motiation dries 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 competitie business scenario #here eery companies product is
competing #ith each other retaining loyal customer is an essence for #hich increasing
the leel of brand a#arness is ery ital!
This study is not concerned only #ith brand a#areness but deals also #ith other facts! It
includes a #ide preie# of
/rom #here did the potential customers come to +no# about the productO
?hich media is effectie 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 drie the potential customer to prefer the
particular product!O
$id the potential customers felt that the branded product matches their
e"pectationsO
9o# the brands influence the mar+etO
?hat is the effect of the competitorDs productO
Are the potential customers satisfied #ith the brand, price, 1uality etcNO
STATEMENT OF THE PROBLEM
In the emerging +no#ledge based economy it has become necessary to +no# ho#
much mar+et po#er lies #ith the brand name! The study of brand a#areness is essential
in mar+eting planning! Customer needs and preferences +eep changing #here brands
ultimately command customerDs loyalty!
The realistic side of the problem is to +no# the acceptance leel of the brand
a#areness to#ards the product! This study #ill help us to understand the brand
a#areness and #hat problems are being faced by the consumers, to #hich appropriate
measures to be ta+en to sole the problems!
This project has mainly been ta+en up to understand the brand a#areness, buying
moties to ensure the KBrand a#areness to#ards ,ahindra 3yloL apart from this, it is
to understand the ne# opportunities in the mar+et for the improement of brand
a#areness and sales to#ards the products
OB%ECTI$ES OF THE STUDY
The main objectie of any business is to ac1uire larger mar+et share ,or higher
percentage of sales in the Industry, This could be only achieed by building a higher
percentage of brand loyal customers!
Any company can surie 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 improe 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 oer 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!
T-5 :+*03 -,: (55/ 7)/0*7+50 B.+- +-5 @)66)B./> )(C57+.?5: ./ 8./0:!
To judge the a#areness leel of the prospect customer!
To +no# ho# they are a#are regarding the product!
To judge in #hich #ay they hae deeloped the a#areness!
To judge #hich promotional tool is effectie to increase the a#areness
leel among the people!
To see #hether brand a#areness influences the buying behaiour or not!
?hat factors and ariables of brand influence them to purchase!
To +no# ho# to maintain and improe brand a#areness and to build brand
loyalty!
RE$IEW OF LITERATURE
Uaisui .(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 behaiourL and through his e"tensie analysis
concluded that brand a#areness has a real and significant influence on the buying
behaiour 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!
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 sureyed to understand the brand a#areness leel of
,ahindra 3ylo in an around (iliguri!All the persons interie#ed #ere in the age group
aboe 5> years! It has been deliberately decoded to conduct the surey 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!
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, effectieness of the brand etc!
SECONDORY DATA:!
(econdary data has been ta+en from bello# sources&
4! *eports
5! 0amphlets
6! Adertisement
=! Ne#spapers
>! Internet
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
surey and +een obseration in collecting data regarding the brand a#areness leels of
,ahindra 3ylo!
SAMPLING TECHINIDUE:!
2nly simple random sampling techni1ue is adopted in selection the sample! In
this techni1ue, each and eery unit of the population has on e1ual opportunity of being
selected in the sample
DATA COLLECTION PROCESS:!
Based on need and objecties, types of data re1uired for study and other sources of
data are identified!
D,+, B,: 7)6657+50 B.+- +-5 -564 )@ +-5 9*5:+.)//,.15:
GRAPHICAL REPRESENTATION OF SUR$EY
1=H,?5 3)* -5,10 ,()*+ M,-./01, X36)E
SAMPLE SI#E 50
$ata
0rimary $ata
2bseration
Juestionnaire
(econdary
$ata
Inside the
2rgani-ation
Ne#s
:etters
$ocuments
2utside the
2rgani-ation
:ibraries,
,aga-ines etc
/*%JU%NC8 CA:CU:AT% 0%*C%NTA)%
8%( =6 =6Q477A>7 C@H
N2 B BQ477A>7 4=H
86%
14%
Percentage
YES
NO
A/,63:.:&'
The project underta+en to +no# the brand a#areness leel 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!
I.T. CENTRE, N.B.U Page21
"' W-515 -,?5 3)* -5,10 ,()*+ .+E
SAMPLE SI#E:4&
Teleision 47 47Q477A=6 56H
9oardings 4> 4>Q477A=6 6>H
Ne#spapers F C CQ477A=6 4GH
,aga-ines
/riends F
*elaties
> >Q477A=6 45H
2thers > >Q477A=6 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 Teleision,
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 relaties 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 Teleision and hoardings!
&' H)B )@+5/ -,?5 3)* -5,10 )1 :55/ .+E
SAMPLE SI#E:4&
,any Times 47 47Q477A=6 56H
2ften 45 45Q477A=6 5CH
(ometimes 4@ 4@Q477A=6 6BH
2thers > >Q477A=6 45H
A/,63:.:&'
#hen the sample #as as+ed about ho# often hae they heard or seen the product
47 out of =6 that is 56H people responded that they hae heard about or seen the
product many times 5CH people that is 45 out of =6 people said they hae often heard
about the product ,4@ out of =6 people that is 6BH of the total sample respondent that
they hae heard or seen the product sometime and 45H that is > out of =6 people
responded that they hae neer heard or seen the product !Therefore after the analysis it
#as seen that the majority of people hae seen or heard about the product sometimes!
4' H,?5 3)* 0)/5 +-5 +5:+ 01.?5E
SAMPLE SI#E:4&
8es 6 6Q477A=6 BH
No =7 =7Q477A=6 G6H
A/,63:.:& #hen the sample #as as+ed about #hether they hae done the test drie or
not it #as found that only 6 people out of =6 that is BH of the total sample had actually
done the test drie and the rest =7 people or G6H of the people had not test drien
,ahindra 3ylo #hich proed that the people #ho had ta+en test drie in an around
siliguri are ery less!
5' D.0 3)* 6.F5 +-.: 41)0*7+ )@ M,-./01,E
SAMPLE SI#E:4&
8es 5@ 5@Q477A=6 @7H
No G GQ477A=6 54H
Not (ure C CQ477A=6 4GH
A/,63:.:&'
#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!
6' D) 3)* )B/ , 451:)/,6 7,1E
SAMPLE SI#E:50
Yes No
PERCENTAGE
8es 4@ 4@Q477A>7 65H
No 6= 6=Q477A>7 @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!
7' D) 3)* B.:- +) 4*17-,:5 M,-./01, X36)E

SAMPLE SI#E:4&
8es C CQ477A=6 4GH
No 4> 4>Q477A=6 6>H
Not $ecided 57 57Q477A=6 =@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 hae 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!
G' I@ /) B-.7- 7)84,/.5: 7,1 ,15 3)* 46,//./> +) 4*17-,:5E
SAMPLE SI#E:4&
Tata 6 6Q477A=6 BH
9yndai B BQ477A=6 4@H
Toyota 4> 4>Q477A=6 6>H
,aruti > >Q477A=6 45H
2thers 6 6Q477A=6 BH
Not $ecided 47 47Q477A=6 56H
A/,63:.:&'
The analysis for this #as ta+en #ith the help of open ended 1uestion and
the people #ho #ere sureyed #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 hae 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, proing that the product of Toyota are pretty much
popular amongst the people in an around siliguri!
G! W-3 0) 3)* B,/+ +) 4*17-,:5 +-.: (1,/0E
SAMPLE SI#E:4&
,ileage = =Q477A=6 GH
0rice 6 6Q477A=6 BH
Comfort 4= 4=Q477A=6 66H
(tyle 47 47Q477A=6 56H
2thers 45 45Q477A=6 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 drien by the comfort of the product, 56H mention
that the #ere drien by the style and 5CH gae the other reasons and the factors li+e
price and mileage #ere highlighted ery less by the respondent!
10' D) 3)* F/)B +-5 6)>) )@ M,-./01,E
SAMPLE SI#E:4&
8es 5C 5CQ477A=6 @>H
No B BQ477AA=6 4@H
Not (ure C CQ477A=6 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!
11' C,/ 3)* 157,66 ,/3 ,0?51+.:./> )@ M,-./01, X36)'
SAMPLE SI#E:4&
8es 54 54Q477A=6 =GH
No B BQ477A=6 4@H
Not (ure 4> 4>Q477A=6 6>H
A/,63:.:&'
2n sureying #hether the people can recall any adertising of ,ahindra
3ylo it #as found that 54 people that is =5H of the total sample can recall the
adertising, 4@H that is B people could not recall the adertising and 6>H replied they
#ere not sure, henceforth after the analysis it #as seen that the adertisement had been
effectie and stayed in the memory of most of the people!
1"' W-,+ .: +-5 8,./ +-./F 3)* 7,/ 157,66 @1)8 +-,+ ,0?51+.:./>E
SAMPLE SI#E:"1
(pacious C CQ477A54 6CH
Interiors = =Q477A54 4GH
(tyle 6 6Q477A54 4=H
Comfort @ @Q477A54 5GH
A/,63:.:&'
This 1uestion #as ans#ered by only those respondent #ho could recall
the adertising 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!
1&' W)*60 3)* 6.F5 +) 157)885/0 +-.: 41)0*7+: +) )+-51:E
SAMPLE SI#E:4&
8es 4C 4CQ477A=6 =5H
No 5 5Q477A=6 >H
Not (ure 56 56Q477A=6 >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 negatie #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!
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, irrespectie of the type of mar+et! Their
importance is no# also being recogni-ed in other mar+ets including serice and
industrial! Inesting 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 hae
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 relatiely large number
of people in an around siliguri! The customers are a#are largely of the product #ith the
help of Teleision and 9oardings and the product still has a #ay to increase its
adertising channels to reach the relatiely large number of people! The products
adertising in the hill stations around siliguri is relatiely less and also its a#areness!
At last I #ould li+e to than+ my project co'ordinator ,r! (uamay Bho#mic+ and the
sales manager for their guidance and support!
I #ould also li+e to than+ all the people #ho hae been so co'operatie through out the
surey!
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 leel of ,ahindra 3ylo in an around (iliguri is 1uite high!
The promotional strategy of ,ahindra 3ylo is effectie in the form of electronic
media and mass media
,ost of the customers are a#are of adertising campaign that are being conducted
by ,ahindra 3ylo!
Brand a#areness has a real and isible impact in the buying behaiour of the people!
Though the customers are haing good a#areness leels 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 adertising to promote ,ahindra 3ylo is not satisfactory and has to
implement the arious medium to offer adertising of the product!
SUGGESTIONS
(uggestions are done on the basis of finding and analysis of data collected
through 1uestionnaire&'
In order to promote sale in highly competitie auto mar+et attractie schemes
such as cash discount, complementary gift, luc+y dra#s, etc! can be gien to the
customers!
Customers should be contacted at a regular interal through phone calls and free
sericing 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!
Adertising plays a ery important role n increasing the a#areness and in
reminding the customer about the products and serices offered by ,ahindra
3ylo! 9ence adertisement about the firm and its products and serices must be
aired on local T!< channels as #ell as in ne#spapers and maga-ines!
(ince the people tends to forget the adertising of a particular product a reminder
message has to be enforced in a regular interal 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 improed!
B.(6.)>1,4-3
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W5(:.+5::!
www.mahindra.com
www.scribd.com
www.questionpro.com
www.google.com
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DUESTIONAIRE ON
BRAND AWARNESS OF MAHINDRA XYLO
I, the student of I!T! Centre, North Bengal Uniersity, am conducting brief
surey to find out the brand a#areness leel of ,ahindra 3ylo! I #ould be highly
grateful to you if you #ould proide your genuine response by putting a tic+ mar+ in a
releant bo"!
I sincerely than+ you for your humble co'operation!
(tudent
I!T!Centre,
N!B!U!
4)9ae you heard about ,ahindra 3yloO
8es No
5)?here hae you heard about itO
Teleision 9oardings Ne#spapers F ,aga-ines
/riends F *elaties 2ther
6)9o# often hae you heard or seen itO
,any Times 2ften (ometimes Neer
=)9ae you done the test drieO
Yes No
>)$id you li+e this product of ,ahindraO
8es No Not (ure
@)$o you o#n a personal carO
8es No
B) $o you #ish to purchase ,ahindra 3yloO
8es No
Not decided
C)If no than #hich companies car are you planning to purchaseO
'''''''''''''''''''''''''''''''''''''''''''''!
G)?hy do you #ant to purchase this brandO
,ileage 0rice Comfort (tyle 2thers
47)$o you +no# the logo of ,ahindraO
8es No Not (ure
44)Can you recall any adertising of ,ahindra 3yloO
8es No Not (ure
45)?hat is the main thin+ you can recall from that adertisingO
''''''''''''''''''''''''''''''!
46)?ould you li+e to recommend this products to othersO
8es No Not (ure
4=) 0ersonal Information&'
Name&'
Age&'
Aboe @7
=7'>7
67'=7
Belo# 67

(e"&',ale /emale

Annual Income&'Aboe 4> la+h
47'4> la+h
>'47 la+h
Belo# > la+h
Address&'!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

(Archana Diaz) (Suvamay Bhowmick)

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(Archana Diaz) (Suvamay Bhowmick)

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BRAND AWARNESS OF

MAHINDRA XYLO IN AN AROUND SILIGURI

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