Project On Mahindra Tractors

CONSUMER BEHAVIOUR TOWARDS MAHENDRA TRACTORS, BELLARY
Introduction
Gone are the days when people used to take a lot of trouble to meet their loved
ones, travelling on foot or using bull carts. The automobile industry has evolved
as a savior for everyone. The growth of automobile industry has shrunk the world
and made everything easily accessible.
Present day scenario of business
In the last two decades the world of business has undergone rapid
transformation which has led to the advent of newer and newer technologies in
the bike industry. As a result , the domestic companies have to strive through a
long way to find a place in the market. Every company has its own strengths and
weakness and a proper balance has to be struck between them in order to carry
on their activities without any hindrance. Every competitor is a major threat to
every manufacturer. Therefore, domestic companies cannot ignore competitors
and market if they to find a safe place in today’s market. In order to stay afloat in
the market, the marketers of consumer goods have to adopt ‘more for less’
policy, ‘satisfaction guaranteed’ policy. Another important factor in today’s
business climate is the trust on safeguarding the environment in order to prevent
pollution or any other hazardous effect
Today’s consumer
Consumers of today have varying needs and unlimited wants. As a result, the
consumer value and satisfaction have become the focus of every marketer.
Consumer behavior is the study of how and why the consumer behaves in a
particular way. Another important feature of today’s consumer is the want for a
multipurpose product at a reasonable price.
[SREE GURU THEPPERUDRA COLLEGE] Page 1

The marketers have to understand the psychology of consumers and adopt the
value chain concept as a company tool for identifying ways to create consumer
value and satisfaction.
1.1Title of the study
A STUDY ON COSUMER BEHAVIOUR TOWARDS MAHINDRA
TRACTORS, BELLARY
(A Study under Taken at Bellary motors)
1.2 OBJECTIVES OF THE STUDY:-
 To know consumer behavior of purchasing MAHINDRA TRACTORS.

 To evaluate consumer satisfaction of the MAHINDRA TRACTORS.
 To find out any more improvements to be done to the present vehicle i.e.
MAHINDRA TRACTORS.
To study the present market scenario of the two wheeler bike industry in India.
LIMITATION OF THE STUDY:-
 The study has undertaken for 30 days, only few aspects of consumer
behavior could be studied on.
 The study is confined to only BELLARY region. The sample size chosen
for the questionnaire was only ‘100’ & that may not represent the true
picture of consumer behavior about the MAHINDRA TRACTORS. The
current study is limited only to mopeds.

 Analysis of data collected from questionnaire was done on the assumption

that the respondents have given the correct information.
 Preferences and responses of customers would change over a period of
time .
 Recommendations made are within the limited information and experience
of the researcher.
1.3Methodology and sampling plan
The report is made to find out the consumer behavior towards
MAHINDRA TRACTORS by using two sources of data methods of
marketing research.
Sources of data:-
Primary data and secondary data:
Primary data: the primary method of collecting data through
questionnaire method and interview method
Secondary data: secondary data gathered from various sources like

internet, magazine etc
1.4Sampling size and methodology adopted

“50” samplings and methodology adopted” questionnaires cum
interview method.
1.5 Sources and tools

Sources and tools to be under taken giving a general statement of the
method used i.e., questionnaire& interview method
Data sources : primary data
Research instrument: questionnaire& interview method
Sampling plan : 50 members

Chapter 2
Introduction to the Industry

+Tractors in India
As commercialization of agriculture grew in intensity in the mid-to-late 19th
century the British Raj and the local legislatures and provinces began investing
in agricultural development through support and establishment agricultural
research farms and colleges and large scale irrigation schemes yet the level of
mechanization was low at the time of independence in 1947. The socialist
oriented five year plans of the 1950s and 60s aggressively promoted rural
mechanization via joint ventures and tie-ups between local industrialists and
international tractor manufacturers. Despite this aggressiveness the first three
decades after independence local production of 4-wheel tractors grew slowly.
Yet, by the late 1980s tractor production was nearly 140,000 units per year and
by the late 1990s with production approaching 270,000 per year, India over-took
the United States as the world's largest producer of four-wheel tractors with over
16 national and 4 multi-national corporations producing tractors today. Despite
these impressive numbers FAO statistics estimate that of total agricultural area in
India, less than 50% is under mechanized land preparation, indicating large
opportunities still exist for agricultural mechanization
1945 to 1960
War surplus tractors and bulldozers were imported for land reclamation and
cultivation in mid 1940's. In 1947 central and state tractor organizations were set
up to develop and promote the supply and use of tractors in agriculture and up to
1960, the demand was met entirely through imports. There were 8,500 tractors in
use in 1951, 20,000 in 1955 and 37,000 by 1960.

1961 to 1970
Local production began in 1961 with five manufacturers producing a total of 880
units per year. By 1965 this had increased to over 5000 units per year and the
total in use had risen to over 52,000. By 1970 annual production had exceeded
20,000 units with over 146,000 units working in the country.
1971 to 1980
Six new manufacturers were established during this period although three
companies (Kirloskar Tractors, Harsha Tractors and Pittie Tractors) did not
survive.HMT, a large public sector unit, began manufacturing Agricultural
Tractors in 1972 under the HMT brand name with technology acquired from
Zetor of the Czech Republic. Escorts Ltd. began local manufacture of Ford
tractors in 1971 in collaboration with Ford, UK and total production climbed
steadily to 33,000 in 1975 reaching 71,000 by 1980. Credit facilities for farmers
continued to improve and the tractor market expanded rapidly with the total in
use passing the half million mark by 1980.
1981 to 1990
A further five manufacturers began production during this period but only one of
these survived in the increasingly competitive market place. Annual production
exceeded 75,000 units by 1985 and reached 140,000 in 1990 when the total in
use was about 1.2 million. Then India - a net importer up to the mid-seventies -
became an exporter in the 1980s mainly to countries in Africa.
1991 to 1997
Since 1992, it has not been necessary to obtain an industrial license for tractor
manufacture in India. By 1997 annual production exceeded 255,000 units and the

national tractor population had passed the two million mark. India now emerged
as one of the world leaders in wheeled tractor production.
1997 to 1999
Five new manufacturers have started production since 1997. In 1998 Bajaj
Tempo, already well established in the motor industry, began tractor production
in Pune. In April of the same year New Holland Tractor (India) Ltd launched
production of 70 hp tractors with matching equipment. The company is making a
$US 75 million initial investment in a state of the art plant at Greater Noida in
Uttar Pradesh state with an initial capacity of 35000 units per year. Larsen and
Toubro have established a joint venture with John Deere, USA for the
manufacture of 35-65 hp tractors at a plant in Pune, Maharashtra and Greeves
Ltd will produce Same tractors under similar arrangements with Same Deutz-
Fahr of Italy. Looking to South American export markets Mahindra and
Mahindra are also developing a joint venture with Case for tractors in the 60-
200 hp range. Total annual production was forecast to reach 300,000 during the
following year.
1999 to Present
Facing market saturation in the traditional markets of the north west (Punjab,
Haryana, Western Uttar Pradesh) tractors sales began a slow and slight decline.
By 2002 sales went below 200,000. Manufacturers scrambled to push into
eastern and southern India markets in an attempt to reverse the decline, and
began exploring the potential for overseas markets. Sales remained in a slump,
and added to the market saturation problems also came increased problems of
"prestige" loan defaults, where farmers who were not financially able took
tractors in moves to increase their families prestige. There are also reported
increased misuse of these loans for buying either lifestyle goods, or for social
functions. Government and private banks have both tightened their lending for
this sector adding to the industry and farmers woes. By 2004 a slight up tick in
sales once again due to stronger and national and to some extent international
markets. But by 2006 sales once again were down to 216,000 and now in 2007-
08 have slid further to just over 200,000.

Tractor Manufacturers Association

The Tractor Manufacturers' Association of India (TMA) is housed under The
Confederation of Indian Industry (CII), New Delhi. Though not all manufacturers
are members TMA is recognized as the main trade group representing the
agricultural tractor industry in India. Rohtash Mal, Executive Director & Chief
Executive Officer of Escorts Ltd (Agri Machinery Group) is the current President
of TMA.
Current Manufacturers of Tractors in India

Angad Tractors, SAS Motors Limited
Balwan Tractors, Force Motors Ltd
Captain Tractors Pvt. Ltd
Eicher
Escorts (Escort, Powertrac and Farmtrac)
HMT Tractors
Indo Farm
John Deere
Mahindra Gujarat Tractor Limited
Mahindra & Mahindra
MARS Farm Equipments Ltd
New Holland
Preet Tractor
Same Deutz-Fahr Ltd.
Sonalika (International Tractors Ltd.)
Standard
TAFE
VST Tillers

Profile of the Company,
Locally owned business joins U.S. Network of dealers.
Medina, OH- Medina Tractors sales in now adding more valve muscles and
power to its selection by offering the number one selling the Tractor in the
world, Mahindra Tractors after 81 years in the business, Medina Tractors
sales is joining the growing family of more than 300 U.S Tractor dealer that
are offering customer the valve of heavy duty to built the last Mahindra
power house. In addition, Medina Tractors sales will be offering the
Mahindra’s “Best in Class” 5 years power Tractors Warranty program.
“Medina Tractors sales is provided to be a full services

Mahindra dealer- parts, services sales and looks forward to sharing our great
customer services with the Mahindra family. “Said Brent Hollopeter,
President of Medina Tractors.”
Mahindra is known for building rugged work houses

that never take a day off and for more power for less money. Offering more
than 30 two wheel and four wheel drive Tractors in the 18-83 horse power
range, Mahindra Tractors are perfect for homeowners, hobby formers, turf
managers, nursery operators and small and medium size contractors. All
Mahindra tractors have a 2 year bumper warranty plus additional 3 year
warranty on the drive train for residential usage [Exclude 2525].
Mahindra USA Inc, enjoys an extraordinarily high level of customer

satisfaction due to an unequalled commitment to quality. A recent study
found at 98% of Mahindra owners were likely to recommend Mahindra to
there friends and family.

Tractors owners are not the only people touting the quality
of Mahindra products. In 2007 M&M’s farm equipment sector only tractor
manufacturing in the world to receive the coveted Japan quality medal for
excellence in total quality management, awarded by the deming price
committee care of union of Japanese scientists.
Mahindra USA is the part of US $ 7.1 billion Mahindra Groups

Automotive and farm sector- the #1 selling tractors company in world is
based on volumes.
For the past 26 years, the farm sector has maintained his
leadership position in the Indian tractor industry, the world largest market
and as a global presence with operations in 35 countries.
2003- It has deming application price in Mahindra’s form sector.
2007-Japan quality models.
Place of the Company,
 20th company in the World.

 2nd company in the India
Only the tractors manufacturing plants are
 5 Plants in India.
 2 Plants in China.
 3 Assembly plants in USA.
 1 Assembly plants in Australia.
 The sector also as a subsidiary Agricultural tractors manufacturing
company in India known as Mahindra Gujarat Tractor Ltd [MGTL].
 Houston tax as based Mahindra USA is only owned subsidiary of M&M
Ltd.
 3 distribution units in USA.
Board of Directors of Mahindra and Mahindra.
The board of directors of the company has its

member’s eminent person from Industry, Finance, Investment and Other
branches of business who bring diverse experience and expertise to the board.

The company’s current board of directors is as follows.
Names Designation.
Mr. Anand Mahindra. CEO
Mr. Keshwb Mahindra. Chairman
Mr. Anand. G. Mahindra. Vice-Chair and MD
Deepak Shantilal Director
MM Murugappa Director
Bharat Naratham Joshi Executive Director and

Group Chief Finance
Office.
Arun Kumar Nanda Executive Director and

Secretary.
Nandu Burioji Godrg Director
Narayanan vaghul Director
Dr Ashok shaker Ganguly Director
R K Kulkarni Director
Anupam Peadip Puri Director
Thomas Mathew Director.


Chapter 2.2
Profile of region under study

PROFILE OF THE REGION UNDER STUDY
INTRODUCTION
Bellary town in Karnataka State, Southwest India, 434 Km / 270 mi

Northwest of Chennai formerly Madras; population (2001) is 3,17,000. It was
formerly a British Military Station and the fort is built on a bare granite rock
which rises abruptly from the plain to a height of 137 m / 450 ft. Industries
include cotton processing and sugar refining
Bellary was once part of an area also known as Kuntala Desha or

Kuntala Vishaya. Many inscriptions refer to the Western Chalukyas as rulers of
Kuntala or Kondala.
HISTORY
Bellary taken its named from the word BALARI which refers to goddess
Dura gamma as this goddess had manifested herself in the town. The history
speaks volumes about significant role it acquired during Satavahanas, Chalky’s
and Vijayanagara period. The Vijayanagara rules built the city of victory on the
bank of Tungabhadra River at Hampi in Hospet taluk. Bellary is the steel city of
Karnataka. Bellary district is spread from south west to north west is situated on

the eastern side of Karnataka state. Bellary district is bounded by Raichur district
on the north, Koppal district on west, Chitradurga and Davanagiri district on
south, Ananthpur, and Karnool district of Andhra Pradesh on the east.
The population of the district stood at 22,90,600. The geographical area is

8447 sq; kms. It has revenue sub divisions. Bellary sub division and Hospet sub
division. The six ratios were 965, which are slightly higher than the average of
960. The normal rainfall 639.
THE ROCKS
Granite rocks and hills form a prominent feature of Bellary and

granite quarrying is big business. The city is spread mainly around two huge
rocky granite hills. The Bellary Gudda and Kumbara Gudda. These 2 hills are
dominant features of the city and are visible from every part of the city.
BELLARY FORT

The Bellary Fort is built on top of the Bellary Gudda or the fort hill.
The fort was built round the hill during Vijayanagara times by Hanumappa
Nayaka. The fort is divided as Upper Fort and Lower Fort.
GEOGRAPHY
Bellary is located at 15.15 degree north, 76.93 degree east. It has an

average elevation of 445metres (1459 feet). The summer temperature can reach a
scorching 48 degree and the winter as low as 11 degrees.
BRITISH COLONIAL BUILDINGS
The following is a list of buildings built during the British Colonial

period, despite many of them having been partially modified, they retain the
typical colonial British style architecture.
 Bellary Central Jail.

 Wardlaw High School Complex
 St. Joseph’s School Complex
 St. John’s School Complex
 St. Philomena’s School Complex
 The District Chief Judge’s residence and many more.
Chapter 2.3
Company profile
Mahindra & Mahindra Limited (BSE: 500520) is the flagship company of the
Mahindra Group, a multinational conglomerate based in Mumbai, India. The
company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers
K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed.[3] After India
gained independence and Pakistan was formed, Mohammed emigrated to
Pakistan where he became the nation's first finance minister. The company
changed its name to Mahindra & Mahindra in 1948.
History
Mahindra & Mahindra was set up as a steel trading company in 1945. It soon
expanded into manufacturing general-purpose utility vehicles, starting with
assembly under licence of the iconic Willys Jeep in India. Soon established as the
Jeep manufacturers of India, M&M later branched out into the manufacture of

light commercial vehicles (LCVs) and agricultural tractors. Today, M&M is the
leader in the utility vehicle segment in India with its flagship UV Scorpio and
enjoys a growing global market presence in both the automotive and tractor
businesses.
Over the past few years, M&M has expanded into new industries and
geographies. They entered into the two-wheeler segment by taking over Kinetic
Motors in India.[5] M&M also has controlling stake in REVA Electric Car
Company[6] and acquired South Korea's SsangYong Motor Company in 2011.[7]
The US based Reputation Institute recently ranked Mahindra among the top 10
Indian companies in its 'Global 200: The World's Best Corporate Reputations' list
From army vehicles to farm tractors to major automobile manufacturing,

Mahindra's relationship with American industry goes back quite a few years.
American GI's who served in India during World War II recognize our parent
company, Mahindra & Mahindra, which in l945 was selected to assemble the
famous Willis Jeep.
Following Indian independence in 1947, Mahindra & Mahindra charted a course

of product expansion and globalization. The philosophy led to the company's
entrance into the worldwide tractor market.
In 1962, M&M formed a joint venture with International Harvester to make

tractors carrying the name Mahindra name-plate for the Indian market. Armed
with engineering, tooling and manufacturing know-how gained from this
relationship, M&M-a major auto maker- developed its first tractor, the B-275.
This successor to International Harvester's incredibly popular B-414 is still the
basis for some current Mahindra models. Today, Mahindra is the third largest
tractor manufacturer in the world with sales of nearly 85,000 units annually in 10
countries. This places them ahead of John Deere & Kubota. In India, Mahindra
has been the number one selling brand since 1983.
The various types of tractors model and its prices.

Tractors Models Prices (in lakhs)
275 DI New BP 4, 76,595
275 DI Old BP 4, 82,595
275 DI NST 4, 91,595
295 DI Turbo 4, 91,595
475 DI New BP 5, 01,595
475 DI Old BP 5, 01,595
475 DI MKM 5, 02,595
475 DI Total [without
Case vehicles] 5, 30,595

475 Delux [OTB] 5, 40,595
575 DI New BP 5, 40,595
575 DI Old BP 5, 33,595
575 DI NST 5, 42,595
595 DI Turbo 5, 62,595
605 Arjun [Base] 5, 84,595
605 Arjun [Carrarro]
Harvester special 6, 32,595
605 Arjun [RJCE]
Construction loader 6, 51,595


Profile of the Branch,
Bellary Automotive is situated in Bellary was established in

the year 18-02-2005. Since than 5years life it has served the people of Bellary it
is located at Opposite “BSAL” Anantapur Road Bellary.
It is a partnership firm Bellary Automotives is managed by

Mr. R K Nagaraj B.com, Bellary.
There is 10 employees is working in Bellary Automotives

excusive showroom in Bellary.
The sales items is managed by
Mr. Nagaraj B.E [MEC].

There are 2 Accountants 7 salesman, 1 Office Manager.
The motive is to maintain customer’s relationship and to

increase their sales. They have fewer competitors. They provide the following
facilities to their employees.
Financial Assistance,
 Increments
 Incentives
 Bonus etc.
They have made an investment of RS 40, 00,000 with financial assistance from
APMC and State Bank of Mysore. They are giving a very good demonstrations of
the tractors to their customers visiting frequently is more in between the timing
of 10.00 Am to 1.00Pm the annual sales turnover is Rs 3 Crores.

CHAPTER-3
 Theoretical accepts of behavior

 Meaning of consumer and consumer behavior
 Factors influencing buying
 Buyer characteristics

THEORETICAL ASPECTS OF BEHAVIOR
Introduction:-
The study of consumer behavior is the study of how individuals make

decision to spend their available resources (time, money & effort) on
consumption-related items. It includes the study of what they buy why they busy
is, when they buy it, where they buy it, how often they buy it and how often they
use it.
Consider a more durable product, such as the Two-wheeler. What kinds of

consumer by fax machines for how use? What features do they look for? What
benefits do they seek? How likely they to replace there are old models when new
models with added features become available? The answers theses questions can
be found through consumer research and can provide manufactures with
important input for product scheduling, design, modification & promotional
strategy.
Although how and why consumer make decisions to buy goods and
services consumer research goes far beyond these facts of consumer behavior
and encompasses all of the behaviors that consumers display in searching for

purchasing, using, evaluating, and disposing of products & services that they
except will satisfy their needs.
Marketers must decide at whom to direct their promotional efforts the

buyer or the user. For some products, they must identify the person who is most
likely; to influence the decision-who may be neither the buyer nor the user.
Some marketers believe that the buyer of the product is the best prospect others
believe it is the user of the product, will still others play it safe directing their
promotional efforts to both buyers and users.
Consumer behavior was a relatively, new fields of study in the mid to late
1960’s. with no history or body of research of its own, the discipline borrowed
heavily from concepts developed in other scientific discipline, such as
psychology ( the study of how an individual), sociology (the study of groups),
social psychology (the study of how and individual operators in groups),
anthropology (the influence of society on the individual) and economics.
Many early theories concerning consumer behavior based on economics

theory, on the notion those individuals at rationally to maximize their benefit
(satisfaction) in the purchase of goods and services.

MEANING OF MARKET
Market plays a very important role in management field. Where

buyers and sellers come at one point and make their business transactions all the
activity and business transaction will be done at one particular place. That place
is called market.
Importance of the market:
Market plays a very crucial role and make their purchase and sale
decision. A market is a dynamic world. A market is a place where buyer and
seller meet together is place where consumer can satisfy their needs and wants.
Definition/meaning of market:
Although the description of the marketing has around some semantic

controversies, which has retained thematic similarity emphasis variations
notwithstanding.
According to Philip kiotler “The process of planning and

execution the conception pricing promotion and distribution of ideas goods
services to create exchange that satisfy individual and organization goals,”
According to America,: marketing association(AMA):
“Marketing is concerned with the people and activities involved in the

flow of goods and service from the producer to consumers.”
Who is Consumer?
Consumer is one who is an actual user of the goods and services, who
express his feelings after actual use, whether the goods and services are up to his
satisfaction of not.
In other words consumer are persons who act in the capacity of

consumers, whether they consume on their own behalf (final consumer) or
consumer’s a necessary part of these employments in institutions or industry
Consumer Behavior:-
According to LONDON Della Bitta consumer may be defines as “The

decision process and physical activity individuals engage in men evaluating,
acquiring, using or disposing of goods and services”.
According to Webster it may be defined as “All psychological social and

physical behavior of the potential customers as they become aware of evaluate
purchases, consume and other product and services”.
In chart consumer behavior is the act of consuming or using goods or

services. So in consumer behavior we consider not only part of decision process
but also why, after and under what condition the purchases in needed.
The buying process

To be successful, marketer have to go beyond the various influences on

buyers and develop an understand of how consumers actually make their buying
decisions. Specifically marketers must indentify who makes the buying decisions
and the steps in the buying process.
Buying roles:
we can distinguish five roles people might play in a buying decision:-
Initiator: a person who first suggest the idea of buying the product or service.
Influencer: a person whose view or advice influences the decision.
Decider: a person who decides on any component of a buying decision-whether

to by, what to buy, or where to buy.
Buyer: the person who makes the actual purchase.
User:- a person who consumes or uses the product or service.
Buying behavior:

Consumer decision-making varies with the type buying decision. Complex and
expensive purchases are likely to involve more buyer deliberation and more
participants. Assael distinguished four types of consumer buying behavior based
on the degree of buyer involvement and the degree of differences among brands.

Major factors influencing buying
Behavior
The buyer’s behavior is influenced by four major factors which are as follows:
Factor influencing consumer behavior:-
Cultural factors
 Culture
 Subculture.
 Social class.
Social factors
 Reference group.
 Family.
 Roles and statuses.
Personal factors
 Age and stage in the life cycle.

 Occupation.
 Economic circumstances
 Life style.
Psychological factors
 Motivation

 Perception.
 Learning

BUYER CHARACTERISTICS:-
INFLUENCING CONSUMER:
Cultural Social
Personal Psychological B
Culture Reference U
Age & Life
Groups Motivation
Occupation Y
Sub culture Perception E
Economics
Family Leading
Circumstance R
Social class Attitude &
Life style
Role & Beliefs
Personality
Strategies
Philip kottler
Marketing management


CULTURAL CHARACTERISTICS
The broadest influence on the buyer is the buyer cultural characteristics,

particularly the buyer’s culture, sub-culture and social class identification.
CULTURE:
It is the most fundamental determinant of wants and behavior whereas of

lower creatures is largely by instinct, human behavior is largely learned. The
new baby as it grows up in a society will earn a basic of socialization involving
the family and other Key institutions.
SUB-CULTURE:
Each culture contains similar groups or sub-groups and each of those

provides more specific identification and socialization for its members.
SOCIAL CLASS:
Virtually all-human societies exhibit social satisfaction. Satisfaction may

take the form of a cast system where the numbers of different castes are reared
for certain roles and cannot change their caste membership.
Several features:
 Persons within given class tends to behave more alike.

 Persons as ranked as occupying inferior or superior position.
 It is measured as weighted function of one’s occupation, income,
wealth, education, value orientation etc..

 It is continues rather than discrete, with individuals able to move

into a higher social class or drop into a lower one.
SOCIAL CHARACTERISTICS:
It includes reference group, family and status of the buyer.
REFERENCE GROUPS:-
This group influence the person’s attitudes, opinions and values. Some are
primary groups such as family; close friends, neighbors and fellow worker and
other are secondary groups such as fraternal organization & professional
association. Groups they are not members of called Inspirational groups also
influence people. Sports heroes & motive starts are typical members of these
groups.
1. FAMILY:
Of all the face groups, a person’s a family undoubtedly plays the largest &
most enduring role in influencing has or her attitudes. Opinions & values from
the family the person acquires a mental set not only towards religion, politics &
economics but also towards personal ambition, self worth & loves. Even if the
buyer no longer interacts very much with his or her family, the family influence
on the unconscious behavior of the buyer can be strong.
2. ROLE & STATUSES:

A person participates in many groups throughout life family other reference

groups, organizations & institution.
The person will have a certain position in each group that can be defined in terms
of role & status. Each role has a status attached to it. This reflects thegeneral
esteem according to that role in society or in the eyes of the immediate group.
III. PERSONAL CHARACTERISTICS:
The buyer’s age and life cycle occupation, economic circumstances, life style
& personality also influence a buyer decision.
1. AGE AND LIFE CYCLE
The concept of family life cycles has been developed to help identity possible
changing wants, attitudes & values, as people grow older. Seven stages of the
family life cycle have been distinguished.
The bachelor stage : young, single people.
Newly married couples : young no children.
The fullness I : young married couples with youngest
Child under six.
The fullness II : young married couples with youngest
Child six or over.
The fullness III : older married couples with

Depending on children.
The emptiness : older married couples with no
Children are living with them.
The solitary survivors : older single people.
2.OCCUPATION
Persons occupation will lead to needs and wants for goods services. A
blue cooler worker will buy work clothiers & work shoes. His or her company
president buys expensive goods.
3. ECONOMICS CIRCUMSTANCES
People’s economic circumstances will greatly affects the goods & services
they consider & buy. Their circumstances consist of their income saving & asset,
borrowing power & attitude towards spending versus saving.
4. LIFE STYLE
People coming from some sub-culture, social class, and even occupational
group can choose to lead quite different life styles. Marketers believe that
person’s products and brand choices are a key indicator of his of her life style.
5. PERSONALITY

Personality describes the organization of the individuals distinguishing

character trait attitudes and habits. Each person has a distinct personality
marketed by such traits as their degree of extraversion versus introversion
impulsiveness versus deliberativeness, creativity versus conventionality and
activeness versus passiveness.
IV. PSYCHOLOGICAL CHARACTERISTICS
Four major Psychological process motivation, perception learning &

beliefs & attitudes also influence a person’s buying choice.
A.MOTIVATION
A person will recognize himself or herself as having all kinds of needs at

any point in time. Some needs are, Biogenic need for food, drink, sex and bodily
comfort.
Psychogenic – such as need for recognition, response or variety of

experience.
A motive is stimulated need that it sufficiently pressing to direct the person

towards the goal of satisfying the need.
B.LEARNING:
A motivated person is ready to act. How the motivated person decides to

act is influenced by him or her perception of the situation. Two people in the

same motivated state and objective situation may act quite differently because
they perceive the situation differently.
When people act, they experience direct and indirect effect, which
influence their future behavior learning, is the name given to the change in an
individual behavior arising from experience most of behavior is learned.
C.BELIEFS AND ATTITUDES:
Through the learning process, people acquire their beliefs and attitudes.
These in turn influence their behavior.
A belief is a descriptive thought that a person holds about something

manufacturers are very much interested in the beliefs that people carry in their
heads about their products and services.
An attitude describes a person enduring favorable or unfavorable condition

evaluation, emotional, feeling and action tendencies towards some objects or
idea. Attitudes function in people’s level to enable them to have a fairly
consistence behavior towards similar classes of objects.
1. BUYERS CHARACTERISTICS:
To understand buyer characteristics we should understand cultural, social,

personal and psychological factors.
1.1Product characteristics
1.2Seller characteristics
1.3Situational characteristic
1.1 PRODUCT CHARACTERISTICS:
Various characteristics of the product that is quality and backup services

will influence the buying outcome.
1.2 SELLER CHARACTERISTICS:
Characteristics of the seller that is retailer’s knowledge, ability,

friendliness and services will influence the buying outcome.
1.3 SITUATIONAL CHARACTERISTICS:
Various situational factors that are time pressure, time of the year, weather
chance meeting with friends and the current economic outlook will also influence
the buying decision.
All four components of buying situation- buyer product, seller and

situation interact to product the buying outcome.

Table 1:Table showing on Age of respondents
YEARS No. of Respondents Percentage
BELOW-20 7 20%
20-30 10 25%
30-40 27 40%
40-50 4 10%
ABOVE-50 2 5%
Total 50 100%
Age chart
45
40
35
30
25
20
15
10
0
Below-20 20-30 30-40 40-50 above-50

INTERPRETATION
It is obvious from the table that the respondent who is in the age group of 30-40
years has preferred the Mahindra Tractor when to other groups. The second
place goes to the respondent whose age group is in between 20 to 30 and their
percentage is 25%
Table 2:Mode of sales
Particulars No. of Respondents Percentage

Cash 10 20%
Credit 40 80%
TOTAL 50 100%

sales
14.71%
cash
credit
85.29%
INTERPRETATION

Among the 50 mumbers 80% respondents were purchase by credit and remaining
were by cash.
Table3: source of purchase
Particulars No. of Respondents Percentage

Showroom 40 80%
Friends Nil Nil
Relatives 10 20%
total 50 100%
purchase
showroom friends reletives

INTERPRETATION
From the above table, it was explained that among 50 respondent 80% of
them were purchased in the show room, 16% of them from other source, of them
from relatives.
Table4:models of tractors
SL.NO PARTICULARS (NO NO OF PERCENTAGE

OFBRANDS) RESPODENT
S
1 Mahindra-275 20 40%
2 Mahindra-575 15 30 %
3 Mahindra-585 8 16%
4 Mahindra-475 5 10%
5 Mahindra-arujn 2 4%
TOTAL 50 100%
satiasfaction
mahindra275
4.00% mahindra 575
16.00%
mahindra475
40.00%
10.00% mahindra585
mahindra arjun
30.00%

INTERPRETATION
It has been further obsereved from the table that 40% of the share is given to
Mahindra – 275 in the market is 40%, Mahindra - 575 is 30%,Mahindra - 585 is
16%,Mahindra - 475 is 10% and rest to Mahindra arjun .
Table5: Showing the Color Of the Tractors
Education No. of Respondents Percentage
Below&SSLC 30 60%
PUC 15 30%
DEGREE 5 10%
Total 50 100%
30
30
25
20
15
15
10
5 5
0
Blue
Red
Other
Clours
INTERPRETATION
The field survey indicats that the blue color is more prefer by respondents
that is 60%. Red is preferred by 30% respondents and other 10% of respondents
prefer diversification of color.

Table 6: Showing The Pricing Policy
OCCUPATION No. of Respondents Percentage

Very High 5 10%
High 15 30%
Reasonable 30 60%
TOTAL 50 100%
30 30
25
20
15
15
10
5
5
0
Very High
High
Reasonable
0
0
Pricing policy

INTERPRETATION
Above diagram indicats that the price polcy followed by this company for its
tractors quite attractive and very low when compared to other competitors.
Table7: Showing the mileage Of Respondents
mileage No. of Respondents Percentage

0-5km/liter 16 33%
5-10 km/liter 24 49%
Above-10km/liter 10 18%
total 50 100%

mileage
60
50
40
30
20
10
0
0-5km/ltr 5-10km/ltr above 10 km/ltr

INTERPRETATION
The above table clearly reveals that the majority of the respondents,
i.e. 20% tune of have preferred this Mahindra tractor as it gives more mileage i.e.
above 10 km/Ltr.
FINDINGS & SUGGESTIONS
Findings
A study has been conducted to understand the consumers behavior , beliefs ,

brand loyalty , brand image and attitude towards Mahindra tractors. Following
are the findings from data analysis
 It is observed that most of the people who preferred are Mahindra tractors
pleasure are 20-30 years below 20 years 45% and 29%.
 It is observed that from the study that maximum percentage of Mahindra
tractors pleasure is high demand among the farmers and traders.
 It is found that factors influenced to respondents to prefer mahindra
tractors are driving comfort, safety, fuel effiance and mileage.
 It is found that satisfaction level of mahindra tractors with consumer is
satisfied.

 The quality of after sales service rendered by the dealer of mahindra

tractors is satisfied.
SUGGESTIONS
Since there is an increasing demand for Mahindra tractors in the market I

suggested that,
 Good positioning of Mahindra tractors is to be done to the target group to

increase sales of volume and market share.
 In order to promote sale of vehicles of company should undertake massive

advertisement through different Medias. As there is a cut throat
competition from the rivals in the market, advertisement is must.

 I suggested that Mahindra tractors should provide excellent sales service to

the customers, which will add to the company brand image.
The mileage given by the Mahindra tractors is good compare to the other
tractors. Therefore I suggest that the company should increase mileage of the
Mahindra tractors by adopting the latest technology in order to increase the sales
volume
CONCLUSION
To conclude the summer project on "consumer satisfaction towards

Mahindra tractors” Bellary. I have received both favourable and unfavourable
responses from the respondents. I have met 50 customers of different places and
accommodated at bellary automotives and findings were enlightened to me. The
project work has helped in studying and understanding the practicalities of
organisation.
The study of “consumer satisfaction towards Mahindra tractors Bellary"

The data was collected from various sources and also through the tools like
questionnaire and relevant interaction with Manager bellary automotives Bellary
and relevant interaction with concerned persons. The need was identified in the
form of findings and suitable suggestions were put forth. in the form of
suggestions.
BIBLIOGRAPHY
BOOKS
1. Marketing Management - Philip Khotler

2. Principles of Marketing - T.N Chaabra
MAGZINES:
 The Business Today
INTERNET BROWSING:
Website:
www.kisanmitr.com
www.mahindratractors.com

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CONSUMER BEHAVIOUR TOWARDS MAHENDRA TRACTORS, BELLARY

Present day scenario of business

[SREE GURU THEPPERUDRA COLLEGE] Page 1

1.1Title of the study

A STUDY ON COSUMER BEHAVIOUR TOWARDS MAHINDRA

(A Study under Taken at Bellary motors)

1.2 OBJECTIVES OF THE STUDY:-

 To know consumer behavior of purchasing MAHINDRA TRACTORS.

LIMITATION OF THE STUDY:-

[SREE GURU THEPPERUDRA COLLEGE] Page 2

 Analysis of data collected from questionnaire was done on the assumption

1.3Methodology and sampling plan

The report is made to find out the consumer behavior towards

MAHINDRA TRACTORS by using two sources of data methods of

Primary data and secondary data:

Primary data: the primary method of collecting data through

questionnaire method and interview method

Secondary data: secondary data gathered from various sources like

1.4Sampling size and methodology adopted

“50” samplings and methodology adopted” questionnaires cum

1.5 Sources and tools

[SREE GURU THEPPERUDRA COLLEGE] Page 4

[SREE GURU THEPPERUDRA COLLEGE] Page 5

[SREE GURU THEPPERUDRA COLLEGE] Page 6

[SREE GURU THEPPERUDRA COLLEGE] Page 7

[SREE GURU THEPPERUDRA COLLEGE] Page 8

Tractor Manufacturers Association

Current Manufacturers of Tractors in India

[SREE GURU THEPPERUDRA COLLEGE] Page 9

Angad Tractors, SAS Motors Limited

Balwan Tractors, Force Motors Ltd

Captain Tractors Pvt. Ltd

Escorts (Escort, Powertrac and Farmtrac)

Mahindra Gujarat Tractor Limited

Mahindra & Mahindra

MARS Farm Equipments Ltd

Same Deutz-Fahr Ltd.

Sonalika (International Tractors Ltd.)

[SREE GURU THEPPERUDRA COLLEGE] Page 10

Profile of the Company,

Locally owned business joins U.S. Network of dealers.

“Medina Tractors sales is provided to be a full services

Mahindra is known for building rugged work houses

Mahindra USA Inc, enjoys an extraordinarily high level of customer

[SREE GURU THEPPERUDRA COLLEGE] Page 11

Mahindra USA is the part of US $ 7.1 billion Mahindra Groups

2003- It has deming application price in Mahindra’s form sector.

2007-Japan quality models.

Place of the Company,

 20th company in the World.

[SREE GURU THEPPERUDRA COLLEGE] Page 12

 2nd company in the India

Only the tractors manufacturing plants are

 3 distribution units in USA.

Board of Directors of Mahindra and Mahindra.

The board of directors of the company has its

[SREE GURU THEPPERUDRA COLLEGE] Page 13

The company’s current board of directors is as follows.

Mr. Anand Mahindra. CEO

Mr. Keshwb Mahindra. Chairman

Mr. Anand. G. Mahindra. Vice-Chair and MD

Deepak Shantilal Director

Bharat Naratham Joshi Executive Director and