Summer Training Project Report

on

“A STUDY OF CONSUMER BUYING BEHVIOUR OF KANTAR IMRB

Submitted as partial fulfillment for the award of

MASTER OF BUSINESS ADMINISTRATION

DEGREE

Session 2019 - 20

By
RASHI GAUTAM
1803270063

Under the guidance of

MR.SARATHI PRASAD GOUDA

Department of Business Administration

ABES ENGINEERING COLLEGE, GHAZIABAD

AFFILIATED TO
DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY
(FORMERLY UTTAR PRADESH TECHNICAL UNIVERSITY), LUCKNOW

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 Student’s Declaration/ Certificate
I “STUDENT’S NAME” hereby declare that the work which is being presented in this

report entitled “TITLE OF THE PROJECT” is an authentic record of my own work

carried out under the supervision of Mr. / Ms./ Dr. “SUPERVISOR’S NAME”.

The matter embodied in this report has not been submitted by me for the award of any

other degree.

Department of Business Administration rashi gautam

This is to certify that the work which is being presented in this report entitled “TITLE OF

THE PROJECT” is an authentic record of the student carried out under my supervision.

The statements made by the candidate are correct to the best of my knowledge.

Prof. (Dr.) R. K. Singhal Name of Supervisor:

Head: Department of Business Administration Designation:

Date: Date:

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3
Acknowledgment

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 Content Page

Chapters Page No.

PART I
Chapter I 6-7
1. Executive summary
2. Introduction 8
3. Scope of the study 10
4. Objective of the study 19

PART II
Chapter II …………..
1. Descriptive work on subtopic of study ………..

Chapter III …………..

1. Research Methodology (sample size, instrument used, methods of data Collection)
……….
2. Limitation ……….

Chapter IV …………..
1. Data Analysis & Interpretation ………..

Chapter V …………..
1. Conclusion ………..
2. Suggestion ………...

Chapter VI …………..
1. Bibliography (please refer to the sample format given) ..………

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TITLE: Consumer Buying
Behavior

The purpose of this study is to examine certain elements which influence customer

buying behavior. The investigation was conducted on theoretical basis through

questionnaires by taking the feedback from the consumers. A survey was conducted

and feedback was collected and then the analysis was done to get the final result of the

research showing that what the consumer prefer if he purchases something ie. how he

prioritize things among many options. This report is structured well and procedural study

is done with the flexibility and transparency and is presented inside the framework of

service industry.

Organization is constantly changing. These changes often result from events which alter

the establishment status quo in some way such as the introduction of new technology

process changes, organization merges or restructured.

IMRB International is in the service industry which conducts research on various topics

or projects. Established in 1971, IMRB International is a pioneer in market research.

IMRB is a member of the Kantar Group, part of the WPP company. Kantar is one of the

world’s largest consumer insight networks. IMRB's footprint extends across 26 offices in

14 countries – Algeria, Australia, Bangladesh, Egypt, Hong Kong, India, Japan,

Malaysia, Netherland, Saudi Arabia, Sri Lanka, South Korea, UAE and United Kingdom.

In this period of our training we have learnt all the operations done by IMRB

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International insight ie. Generating questionnaires, briefing, filling the questionnaires,

rectification and verification of questionnaires collection and analysis of data etc.

During of project through the interactive sessions with the consumers and secondary

data are collected which were more and other preserved data by the company.

IMRB International is equally aware of the needs of its clients and helps them in giving

meaning content. This company has steadily progressed over the years from strength

by delivering content out of its services.

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INTRODUCTION

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 The project report is basically dedicated to the practical knowledge of

consumer buying behavior. The main concern is to expose the consumer

buying behavior which topic I have chosen for purpose. Each and every angle

is focused here. The details are being discussed in the project report.

The main objective is to know the consumer buying behavior in Mahindra,

car, to know what think is important for consumer for

purchasing car from Mahindra showroom . And also want to know which factor

influences the consumer for purchasing from outlets.

This project report is prepared mainly to understand the various factors which

Influence to consumer for purchasing.

The report also includes the exit, entry and best selling price for any Mahindra car of

showrooms which identifies the consumer purchasing power or the

Price determinant of any product from the buyers’ perspective.

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 SCOPE OF THE STUDY

 I have done my research study on various retail shops and consumers for IMRB

International. The scope of the project is that by analyzing the feedback of

consumers and retailers to find out the satisfaction level of customer and their
buying behavior

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Mahindra & Mahindra ltd. was a company set up in 1945 in Ludhiana as Mahindra .Post

partition when malik ghulam Muhammad returned to Pakistan ,the company was

renamed Mahindra & Mahindra in 1948. It is an automotive company which deals in

farm equipment , financial services, trade and logistics ,automotive component ,after –

market ,IT and infrastructure conglomerate.

Mahindra & Mahindra grew from being a market of army vehicle to a major automobile

and trucks manufacture. It has acquired plants in china and the U.K, and has three

assembly plants in the USA. M&M has partnership with international companies like

Renault SA, France and international truck and Engine Corporation, USA.

M&M has a global presence and its product its exported to several countries. Its global

subsidiaries include Mahindra Europe Srl. Based in Italy, Mahindra UISA Inc., Mahindra

SCA and Mahindra (china) Truck co.ltd.

At 2008 the Delhi Auto show, Mahindra executive said the company is pursuing an

aggressive product expansion program that would see the launch of several new platform

and vehicles over next three year, including an entry level SUV designed to seat five

passenger and powered by a small turbo diesel engine.(19)True to their word, M&M

launched the Mahindra Xylo in January 2009, the Xylo sold over 15000 units.

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ADVANCED TECHONOLGY USED IN MAHINDRA

Mahindra vehicles come equipped with latest safety features. The compartment layout of

the car ensures protection for the passengers in cases of formal collision. The vehicles

central pillar safeguards its occupants from the impact of a side collision. The sedan

features advanced safety features including

 Antilock braking system

 Airbags

 Remote controlled central locking

 Master chip key

 GPRS wi-fi

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 ABOUT IMRB INTERNATIONAL

Established in 1971, IMRB International is a pioneer in market research. IMRB is

member of the Kantar Group, part of the WPP company. Kantar is one of the world’s

largest consumer insight networks .IMRB's foot print extend across 26 office around the

countries –Algeria, Australia, Bangladesh, Egypt, Hong Kong, India, Japan, Malaysia,

Netherland, Saudi Arabia, Sri Lanka, South Korea, UAE and united kingdom.

With over 1200 full time staff, IMRB provides high quality strategic thinking, execution

and interpretation skills. IMRB International specialized areas includes consumer

market research both quantitative and qualitative, industrial market research, business

to business market research, social and rural market research, media research and

consumer panel.

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IMRB International is a division of Hindustan Thompson Associates in India. IMRB is a

member of the Kantar Group, one of the world largest research, information, inside and

consultancy network and part of the WPP Group.

WPP is one of the world’s largest communication services groups, employing 110,000 people in

own and associate companies, working over 2,000 offices in 106 companies. WPP companies

leading companies in

 Advertising

 Media Investment & consultancy

 Branding & Identity

 Healthcare Communication

Within WPP, client have access to companies of all the necessary marketing and

communication skills. This offers clients a comprehensive, integrated range of

communication services.

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 1.2.2 IMRB CLIENTS

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NEED OF THE STUDY

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The study is conducted with reference to study consumer buying behavior

of Mahindra car.

To know the marketability of the product, to indentify major problem the

company/dealer is facing and to suggest measure to overcome such

problems

To give suggestion based on the survey to improve the quality of the

products and services.

To measure reasonable time taken for service and delivery.

To study the attitude of customer towards the facilities provided at the

center.

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OBJECTIVE OF THE STUDY
The project report is basically dedicated to the practical knowledge of

consumer buying behavior. The main concern is to expose the consumer

buying behavior which topic I have chosen for purpose. Each and every

angle is focused here. The details are being discussed in the project report.

The main objective is to know the consumer buying behavior towards the

Mahindra.

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CHAPTER II

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 DEALER PROFILE

Overview:

This is one of the largest authorized dealers for Mahindra Automotives record sales in the first

year of operation

Partners in progress:

We are the preferred partners of M&M automotives, chiefly due to our successful sales record

and quality. Our facilities have remained unsurpassed, as we strive everyday to better our self.

Models: Mahindra & Mahindra has been launching various MUV’s & LCV, M&M have been

engaged in a single minded endeavor to bring your cars that only state - of –the –art, but are also

some of the most environment – friendly vehicles in this world –a reflection of our commitment

and care, for better environment.

At this is supported by M&M nation – wide dealership and an optimal mix of power and

economy.

Promotional Activities:

The promotional activities adopted by Mahindra are

 Test driving

 Free driving

 Hoarding

 Discount

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  Advertising in newspaper and magazines

 Gift schemes

 Free services

 Mileage contents

Promotional expenses have been by Mahindra, shares in advertisement cost.

Service offered

 Free checkups campaigns

 Finance through bank

 Demonstration for new products

 Acceptance of warranty claims

PRODUCT AVALIABILTY AT MAHINDRA FOURWHEELRS:

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