MAHINDRA &

MAHINDRA
Consumer Behavior On
Buying 4 Wheeler

Bidhan Chandra Mishra

12-May-12
Bengal College Of Engineering And
1 Technology
 A
Project report on
“Studyof conSumer behavior on buying four wheeler”
In asansol

Submitted towards partial fulfillment of the requirement of the

award of degree of
“bachelor of buSineSS adminiStration”
Under WEST BENGAL UNIVERSITY OF TECHNOLOGY
2009-2012

BENGAL COLLEGE OF ENGINEERING & TECHNOLOGY

DURGAPUR
Submitted By
Bidhan Chandra Mishra
Roll No.9718
BBA, 3rd year, 6th SEM.
Bengal College of Engineering & Technology
Under the guidance of
Mr. Mainak Sarkar

ACKNOWLEDGEMENT
No endeavor is complete without acknowledgement those who
helped me to complete this project & make it a success.
My sincere thanks to Mr. Amitabh Bhattacharya, HOD of BBA
Department of BCET, for giving me the opportunity to do this
project work.
I would like to put on record my deep sense of gratitude
towards our faculty member Mr. MainakSarkar, who has been
my guide for this project and helped me out in the completion
of this project report.
Most respectfully, I pay my sincerest thanks to the
management of the organization who permitted me an
opportunity to undergo for training in their esteemed
organization. I’m especially indebted to the manager of training
department who provided me the necessary I information, full
of knowledge, support & inspiration needed to prepare this
report.
Praise of one does not mean neglect for others, so I thank all
the staff members of the organization who has given me
cooperation and guidance in completion of my project.
BIDHAN CHANDRA MISHRA
Table Of Contents
 MAHINDRA CAR HISTORY
Mahindra & Mahindra ltd. was a company set up in 1945
in Ludhiana as Mahindra and Mohammed. 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 components, after-market, IT and
infrastructure conglomerate.
Mahindra & Mahindra grew from being a market of
army vehicles to a major automobile and truck
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 is 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.
Mahindra is one of the leading Tractor brands in the
world. It is also the largest manufacturer of Tractors in
India (16) with sustained market leadership of over 25
years. It designs, develops, manufacturers and market
tractors as well as farm implements. Mahindra Tractors
(China) Co. Ltd., Manufacturers tractors for the growing
Chinese market and is a hub for tractor export to the
USA and the other nations. M&M has a 100% subsidiary,
Mahindra USA, which assembles product for the
American market.
Mahindra made its entry into the passenger car
segment with the Logan in April 2007 under Mahindra
Renault join venture. M&M will make its maisden entry
in to the heavy trucks segment with Mahindra Navistar,
the joint venture with International truck USA.
Mahindra’s automotive division makes a wide range of
vehicles including MUVs, LCVs and three wheelers. It
offers 20 models including new generation multi-utility
vehicles like the Scorpio & Bolero.
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 platforms and vehicles over next three years,
including an entry-level SUV designed to seat five
passengers 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.
M&M grew from being a maker vehicle to major
automobile and tractor manufacture. M&M was first
known for assembly under license of the iconic wily jeep
in India. The company later branched out into
manufacturing light commercial vehicles.
The company’s flagship UV, Scorpio, hit the Indian
markets and then success of this multi utility vehicle saw
the company wining the consumers heart. M&M made
its entry into the passenger car segment with the Logan
April 2007 under the Mahindra-Renault joint venture.
Its plants in Mumbai and Nasik manufacture multi-
utility vehicles and their engines are produced at the
Igatpuri plant. Utility vehicles, light commercial vehicles
and 3 wheelers are manufactured at Zaheerabad plant
in Andhra Pradesh and three-wheelers at the Haridwar
plant.
The company has an established dealer network which
is estimated to be more than 500. The well established
company is now eyeing the hatchback’s and will bring in
some competition when it launches the Mini Xylo in
India. The company too has plants to go green with
hybrid versions of their car models.
 Advanced Technologies Used In Mahindra
Mahindra vehicles come equipped with latest safety
features. The compartment layout of the car ensures
protection for the passengers in case of formal collision.
The vehicle’s central pillar safeguards its occupants from
the impact of a side collision. The sedan features
advanced safety features including
 Antilock Braking System (ABS),
 Airbags
 Remote controlled central locking
 Nylon Gripped tyres
 Master chip key
 Finger print door system
 Wise command
 GPRS Wi-Fi
 Less Pollutant &
 Good Mileage
What is J D Power?
• A company named J D Power & Associates started by
James David Power in 1968 in California, USA.
• Started a survey named J D Power Customer Satisfaction
Index in 1981.
• Survey has become a Benchmark to measure Customer
Satisfaction in Automotive Industry across the globe.
What J D Power does in India?
An annual survey in the following areas.
• Sales Satisfaction Index (SSI).
• Customer Satisfaction Index (CSI).
• Initial Quality Scores (IQS).
• Automotive Performance, Execution & Layout (APEAL)
Scores.
• Vehicle Dependability Study – First result in 2008
• JD Power Survey
• JD Power Syndicated Surveys
• Yearly
• M&M conducts Proprietary Surveys through J D Power
• Half Yearly – for JDP Cities
• Yearly for Non JDP cities
Sales Satisfaction Index (SSI)
• The JD Power Sales Satisfaction index (SSI) is a measure of
the consumer’s satisfaction with the entire Sales &
delivery process while purchasing a vehicle.
• The Index measures levels of customer satisfaction with
the pre sales process, the actual sales and the delivery
process.
• All findings, scores and the rankings are based on the
aggregated opinions and assessment of respondents.
• Final index score comes out of individual index score and
weighted out of the total volume sold.
• Has been releasing selected reports in India since 1997
• JD Power reports - influencing the buying behavior of the
customers - be it product quality or dealerships customer
services
SSI Factor Structure
Initiating the Sales experience 12.4%
– 5 Attributes
• Amount of time waited to be greeted at dealer
• Salesperson's explanation of features, advantages, and
benefits of vehicle (including information on competition)
• Salesperson's attention focused on you prior to purchase
decision
• Demonstration of vehicle (static and test drive)
• Thoroughness of follow up on enquiries/ requests prior to
purchase decision
Dealer Facility 11.4%
– 8 Attributes
• Convenience of location
 • Wide Selection of display vehicles
• Hours of operation (Convenience of operating hours)
• Neighborhood of dealership
• Comfort of office where transaction completed
• Ease of looking at vehicles
• Availability of product information (Display of product
information e.g. price, product brochures, information on
competitive models etc.)
• Exterior layout of showroom inviting and friendly
Deal 9.4%
– 5 Attributes
• Price paid relative to expectations
• Degree to which you influenced contract terms
• Wide range of payment options (including financing
options)
• Ease of understanding the negotiation (transparency of
deal)
• How quickly you negotiated the deal
Paperwork & Finance Process 10.1%
 – 9 Attributes
Purchase Paperwork Process (Sub Factor)
• Ease of completing purchase documents
• How quickly purchase paperwork process completed
• Clear explanation of all purchase documents
• Ability to answer purchase paperwork queries

Finance Process (Sub Factor)

• Ease of providing required documents for financing
• How quickly finance process completed
• Consideration & respect in dealing confidential documents
• Clear explanation of all finance documents
• Ability to answer finance-related queries
Salesperson 14.8%
– 5 Attributes
• Salesperson's knowledge about vehicles
• Fulfillment of commitments
• Appropriateness of sales pressure
 • Courtesy and friendliness
• Sufficient time allowed before deciding
Delivery Timing 16.4%
- 3 Attributes
• Ability to deliver at promised time
• Length of time needed to deliver vehicle
• Ability to deliver vehicle at requested time (special dates,
auspicious times etc.)
Delivery Process 25.5%
– 6 Attributes
• Ability to answer questions at delivery
• Attention focused on you during delivery
• Time to complete delivery process
• Condition of vehicle (Condition/ cleanliness of your vehicle
(clean, free from dings, scratches, etc.)
• Thoroughness of explanations (e.g. owner's manual,
features etc.)
• Enthusiasm of the staff in making the delivery process
enjoyable
Customer Service Index
Customer Service Index (CSI)
• The JD Power Customer Service index (CSI) is a measure of
the consumer’s satisfaction with the entire After Sales
process while getting his vehicle serviced.
All findings, scores and the rankings are based on the
aggregated opinions and assessment of respondents
 IQS
• IQS measures consumer satisfaction with vehicle design
and mechanical quality: design quality to gauge how the
vehicle works (i.e., control operation and layout) and
mechanical quality.
• The Initial Quality Study (IQS) provides in-depth diagnostic
information on new-vehicle quality between 2-6 months of
ownership.
• Results are presented using a problems-per-100 vehicles
(PP100) metric, often referred to as "things gone wrong."
APEAL Survey
• The Automotive Performance, Execution and Layout Study
(APEAL) identify the features that consumers find most
appealing about their new vehicles.
• Owners evaluate more than 100 attributes in categories
including ride and handling, engine and transmission, and
comfort and convenience.
• APEAL measures how happy an owner is with the design,
content, layout, and performance of their car within 90
days of purchase.
• APEAL is designed to complement the J.D. Power and
Associates Initial Quality Study SM (IQS), which focuses on
problems experienced by owners between 2-6 months of
ownership. APEAL measures how gratifying a new vehicle
is to own and drive.
Vehicle Dependability Study (VDS)
• J.D. Power Asia Pacific 2008 India Vehicle Dependability
Study inaugurated on 17 June 08
• Measures problems experienced by owners of 30- to 42-
month-old vehicles
• Based on the number of problems reported per 100
vehicles
• Examines more than 150 problem symptoms across nine
vehicle categories : vehicle exterior; driving experience;
(features, controls and displays); audio; entertainment;
seats; (heating, ventilation and cooling (HVAC)); vehicle
interior; engine; and transmission
• Study helps manufacturers to track the quality
performance of their models to implement product
improvements
• Provides consumers with insight into the reliability and
dependability of brands and specific models after the
warranty period
• Market segments: compact; premium compact; entry
midsize; midsize; premium midsize; entry luxury; multi-
utility/multi-purpose vehicles (MUV/ MPV); and sport-
utility vehicles (SUV)
 Rudra Automobiles pvt ltd

Rudra is the second largest seller of Mahindra vehicles

in West Bengal & 1st in infrastructure. Rudra group has
four dealership i.e., in Asansol, Bankura,Burdwan &
Purulia. Asansol Banki danga, NH2 is the headquater
of the Rudra group.
In Rudra group there are approx 450-500 workers
were working & all of the are at well pay scale.
Rudra group has very much advanced technological
machinery, maintainance service, experienced
workers thus it makes fast delivery , gives fast services
to their customers.
It sells minimum 3-8 vehicles everyday.
 Mahindra & Mahindra new launched
vehicles.
SCORPIO V-SERIES

COLOUR AVAILABLE : Fiery Black, Turf Green, Mist

Silver, Diamond White, Rocky Beige, Java Brown
PRICE : 7,25,424-12,63,292
 Mahindra & Mahindra new launched
vehicles
BOLERO

COLOUR AVAILABLE: : Fiery Black, Mist Silver,

Diamond White, Rocky Beige, Java Brown

MILEAGE:
PRICE: 4,94,000-6,96,093

Mahindra & Mahindra new launched

vehicles
XYLO E9
COLOUR AVAILABLE : : Fiery Black, Turf Green, Mist
Silver, Diamond White, Rocky Beige, Java Brown,
Toreador Red
PRICE : 7,33,695-10,47,414
Mahindra & Mahindra new launched
vehicles

VeRIOTO D6

COLOUR AVAILABLE : : Fiery Black, Turf Green, Mist

Silver, Diamond White, Rocky Beige, Java Brown
PRICE : 4,91,693-6,94,698
 Definition
 Consumer Buying Behavior
 Buying behavior of final consumers
 Purchase goods and services for personal
consumption
 Consumer Market
 All individuals and households
 Buy or acquire goods and services for
consumption
 Previewing the Concepts
Understand the consumer market and the
major factors that influence consumer buyer
behavior.
Identify and discuss the stages in the buyer
decision process.
Describe the adoption and diffusion process for
new products.
Define the business market and identify the
major factors that influence business buyer
behavior.
List and define the steps in the business buying
decision process.
 Consumer Buying Behavior

Refers to the buying behavior of people who

buy goods and services for personal use.
These people make up the consumer market.
The central question for marketers is:
“How do consumers respond to various
marketing efforts the company might use?”
 CHARACTERISTICS Affecting
Consumer Behavior
Culture:
– Basic values, perceptions, wants and behaviors
– Learned from family and important institutions
 Subculture:
– Group of people with shared value systems
– Based on common life experiences and
situations
 Factors Affecting Consumer Behavior
: culture
Most basic cause of a person's
wants and behavior.
Values
Perceptions

Subculture Social Class

 Groups of people with shared value  People within a social class tend to
systems based on common life exhibit similar buying behavior.
experiences.
 Occupation
 Hispanic Consumers
 Income
 African American Consumers  Education
 Wealth
 Asian American Consumers

 Mature Consumers
Factors Affecting Consumer Behavior
: social
Factors Affecting Consumer Behavior
: personal
 Factors Affecting Consumer Behavior
: Psychological

Maslow’s Hierarchy of Needs

Four Types of Buying Decision Behaviour
• Based on:
– Degree of involvement
– Degree of perceived differences between
brands
– Influences promotional strategies
the buyer’S Decision Process
 The Buyer Decision Process
Step 1. Need Recognition
Difference between an actual state and a desired state

Internal Stimuli External Stimuli

 Hunger  TV advertising
 Magazine ad
 Thirst
 Radio slogan
 A person’s normal  Stimuli in the
needs Environment

Step 2. Information Search

Step 3. Evaluation of Alternatives

Step 4. Purchase Decision

Step 5.Postpurchase Behavior

Stages in the Adoption Process

 My work at Cadbury

Within a short span of time of 1 Month I could not

participate in any Sales implementation process w.r.t
Consumer buying behavior in Rudra Motors,
Asansol. I was appointed as trainee assistant to the
Trainer, Mr. Joydip Das. My work was to learn the
actual implementation process of Consumer buying
behavior under the able guidance of the Trainer, Mr.
Joydip Das. The trainer provided me with the actual
secondary company data w.r.t the topic & explained
each & every steps of Consumer buying behavior.
 METHODOLOGY

(1) Preliminary Survey: - The project study was undertaken general

discussion and informal interview with the customer both
possessing and prospective. The objectives were set mainly to
gain an idea about consumers buying behaviors of cars.

(2) Data Collection: - The data were collected from primary sources.
The primary data were collected from the customer both
possessing and prospective. Surveying method through personal
or direct interviews with the help of questionnaire-designed
specification for the purpose did this.

(3) Questionnaire Design:-Primary data was collected through well

framed questionnaire. The questionnaire had two parts, one part
for possessing customers and other part for prospective
customer. Question was framed keeping mind. The various
information required as per the objectives. Each question was
directed towards getting information regarding M&M as well as
other competitors. The questionnaire contained both open ended
and close ended question. Also question with multiple-choice
answers, degree of importance scale etc. were included. All effort
were made to that the questionnaire was simple and precise and
also adequate care was taken about the language, structure and
format of questionnaires.

(4) Sample Size: The sample was selected on the basis of simple
random sampling. A total 50 customer surveyed where 44 were
processing and 6 were prospective customers.
The total sample size in segmented under the following zone:

Zone:
RudraAutomartPVT. LTD
BakiDanga, N.H2
ASANSOL
Mahindra&MahindraCo.Ltd

(5) Analysis: The data collected from the customer were analysed
using different standard statistical tools and techniques each of
the question were analyzed to find out the purchasing behavior of
different cars with reference to M&M motors.

(6) Scope: The scope of the project is define by the objective of the
study it self. If the study was basically for the fulfillment at its
objectives. This means that scope of this project study is
restricted to consumers buying behaviors of M&M cars among
the other brand in the market.
Scope of this project is also restricted to the area of field
survey in Asansol& Durgapur. The study does not include any
other area like finance personnel product etc.

(7) Limitations: With many points the study of this project suffered
from many limitation also, likewise as the sample is low I cannot
analyze many respondent, as the survey may also suffer from bias
results.

(8) Recommendation: Recommendation were made or the base of

finding drawn from the project analysis.
 (9) Conclusion: Conclusion were made on the finding and analysis of
the survey.

QUESTIONNARIES
Name: ……………………………………………………….
Occupation………………………………………………..

1. Do you have acar?

a) Yes
b) No

2. Which is the brand name of your car?

a) Maruti
b) Tata
c) Mahindra
d) Hyundai
e) Chevrolet
f) Other

3. How did you aware of different brands of cars?

(a) News papers

(b) Magazines
(c) T.V. add
(d) Trade fairs
(e) Friends
(f) Family members

4. Arrange according to choice.

 a)Mahindra b)Tata
c)Mahindra d)Hyundai
e)Chevrolet f)Fiat
g)Toyota h)Skoda
i)Ford

5. What are the factor affecting consumer buying.

a) Culture
b) Social Status
c) Lifestyle
d) Psychological factor
e) Reference Group

6. What are the factors affective consumer buying behavior?

Sl. Attributes Very Important Not so

No. Important important

a) Price

b) Financial assistance / credit

facility

c) Fuel efficiency

d) Style / looks

e) Comfort and convenience

f) Durability

g) Brand image

h) Advertising
 i) After sales service

7. Do you prefer Mahindra?

a) Yes
b) No

8. Are you planning to purchase a latest model of car ?

(a) Yes
(b) No

9. Among all of the M&M vehicles you like most.

a) Xylo E9
b) Verito D6
c) Scorpio V-SERIES
d) Bolero
e) XUV 500

10. Which of the following technical features do you accept

from your new car that does not exist in the old car?

Sl. Technical features Yes No

No.
1. High engine power
2. High fuel efficiency
3. Breaks
4. Tyres & Wheels
5. Power Steering
6. Suspension
 7. Power window

11. Do you want avail any promotional scheme while purchasing the
new car?

(a) Yes
(b) No

12. If yes please tick following promotional scheme.

Scheme Very imp Imp Not so imp
a) Price discount
b) Warranty Period
c) Free gift & coupons
d) Installment facility
e) Insurance

13. Are you satisfied with the after sales service of your car ?

(a) Yes
(b) No

14. What is you preferred mileage in car.

a) 13 kmpl
b) 16kmpl
c) 18kmpl
d) 20kmpl
e) 22kmpl

15. How much you satisfied from this company (M&M).

 (Give the rating from 0-9)

DATA ANALYSIS & INTERPRETATION

1. Do you own a car?

Responses No.of respondents Percentage(%)

Yes 44 88

No 6 12
 Possession of cars

No
12%

Yes No

Yes
88%

Inference:-The question revealed that, of the

50 respondents only 44 of them owns a car
whereas rest 6 do not possess car.
 2.Which is the brand name of your car?

Responses No.of respondents Percentage (%)

a) Maruti 18 36
b) Tata 8 16
c) Mahindra 12 24
d) Hyundai 7 14
e) Chevrolet 3 6
f) Other 2 4

40

35

30

25

20 No.of respondents
Percentage( %)
15

10

0
Maruti Tata Mahindra Hyundai Chevrolet Others

Inference:-The question revealed that, of the 50 respondents

18 obtains Mahindra, 8 obtain Tata, 12 obtain Mahindra, 7 obtain
Hyundai, 3 obtain Chevrolet & only 2 obtain other brands.
3.How did you aware of different brands of cars?
Media Percentage
Newspaper 82
Magazines 64
Advertisement T.V 100
Trade Fairs 20
Friends 80
Family Members 64
Others 46

Awareness Media

120%
100%
100%
82% 80%
Percentage

80% 64% 64%

60% 46%
40%
20%
20%
0%

Media
Inference:- Of the different media, TV Advertisement ranked top in
creating brand awareness among the perceptual mindset of the
customers, which in turn effects the buying behavior of a customer.

4.Rate the following according to choice

Brands Percentage

Hyundai 27.27%

Fiat 0%

Mahindra 40.90%

Chevrolet 4.5%

Toyota 0%

TATA 20.45%

Maruti 4.5%

Skoda 0%

Ford 2.27%
 Brands of cars possessed by the respondent
45.00% 40.90%
40.00%
35.00%
30.00% 27.27%
25.00% 20.45%
Percentage

20.00%
15.00%
10.00% 4.50% 4.50%
5.00% 2.27%
0% 0% 0%
0.00%

Brands

5. What are the factor affecting consumer buying.

Special Features Survey Customer Percentage

Culture 6 12
Social Status 10 20
Lifestyle 16 32
Psychological factor 9 18
Reference Group 9 18
 Percentage

Culture
12%
Reference Group
18%

Social Status
Psychological Factors 20%
18%

Life Style
32%

Inference :- The above graph shows that 12% of the surveyed

customers use the product due to cultural factors, 20% of the
surveyed customers use the product due to social status factors, 32%
of the surveyed customers use the product due to the life style
factors, 18% of the surveyed customers use the product due to the
psychological factors,18% of the surveyed customers use the product
due to the reference group factors.
6. What are the factors affecting consumer buying
behaviors?

Sl. Attributes Very Important Not so

No. Important important

a) Price 6

b) Financial assistance / credit 6

facility

c) Fuel efficiency 6

d) Style / looks 6

e) Comfort and convenience 6

f) Durability 6

g) Brand image 6

h) Advertising 6

i) After sales service 6

7
6
5
Very Important
4
3 Important
2 Not so important
1
0

8. Do you prefer Mahindra?

Responses No.of respondents Percentage(%)

Yes 45 90

No 5 10
 Preference

No
10%

Yes
90%

Inference:-The question revealed that, of the 50

respondents only 45 of them prefer Mahindra
whereas rest 5 do not prefer Mahindra.

9. Are you planning to purchase a latest model of

car ?

Responses No.of respondents Percentage(%)

Yes 30 60
 No 20 40

Responses

No
40%

Yes
60%

Inference:-The above graph revealed that, of the

50 respondents only 30 of them wants to purchase
latest model of car & 20 of them do not wants to
change.

10.Among all of the M&M vehicles you like most.

Responses No.of respondents Percentage(%)
Xylo E9 12 24
Verito D6 10 20
Scorpio V-SERIES 20 40
Bolero 5 10
Xuv 500 3 6

45

40

35

30

25
No. of respondents
20 Percentage(%)

15

10

0
Xylo Varito Scorpio Bolero Xuv 500

Inference :- The above graph reveals that the most

choice able car is Scorpio in the Market.
11. Which of the following technical features do you accept
from your new car that does not exist in the old car?

Sl. Technical features Yes No

No.
1. High engine power 100 % 0%
2. High fuel efficiency 95 % 5%
3. Breaks 100 % 0%
4. Tyres & Wheels 80 % 20 %
5. Power Steering 98 % 2%
6. Suspension 100 % 0%
7. Power window 80 % 20 %

Technical feature expectation

120% 100% 100% 100%

Percentage

95% 98%
100% 80% 80%
80% Yes
60% No
40% 20% 20%
20% 0% 5% 0% 2% 0%
0%

Technical feature

Inference:- In terms of technical feature expectation of

the respondents, it was found that all the technical
feature are expected by the customers
12.Do you want avail any promotional scheme while
purchasing the new car?

Responses No.of respondents Percentage(%)

Yes 30 60

No 20 40

Sl.No. Scheme Very Important Not so important

Important

1 Price discount 6 3 --

2 Exchange offer -- 6 4

3 Free gift 6 4 6

4 Installment facility 7 6 0

5 Interest free -- 2 0
installments
 Promotional Scheme
7
6
5
4
3
2
1
0
Price discount Exchange offer Free gift Installment Interest free
facility installments

13. Are you satisfied with the after sales service of your
car ?

Responses No.of respondents Percentage(%)

Yes 50 100

No 0 0

After Sales Service Satisfaction Level

No
0%

Yes
100%
Inference :- From the above graph we can see that
the consumers are highly satisfied with the sales
and services of the company.

14. What is you preferred mileage in car.

Responses No. of respondents Percentage(%)

13 kmpl 4 8
16kmpl 8 16
18kmpl 20 40
20kmpl 10 20
22kmpl 8 16
 No of Respondent
13 kmph
8%
22 kmph
16% 16 kmph
16%
20 kmph
20%

18 kmph
40%

15. How much you satisfied from this company

(M&M )?
 After Sales Service Satisfaction Level
No
0%

Yes
100%

Inference :- From the above graph we can see that

the consumers are highly satisfied with the
company.

RECOMMENDATIONS
Based on the findings drawn from the project’s analysis, certain recommendation
need to be made as regards to the future course of action Mahindra India Pvt
Ltd., which can go a long way in improving the Brand Awareness of the Company
in the Motorcars market. The main recommendations are:

 Mahindra should continue with its range of innovative products. At the

same times try to add value to its existing products so that it can cater to
the present day requirements. As the study reveals that majority of
customers are aged 20 – 40 years the needs and wants should be kept in
mind while designing new products.

 As the buying decision of the buyer has influenced by himself, company

should target them through demonstration and advertisement.

 As the market for the financial institutions are increasing, the company
should target them through demonstration and advertisement.

 Facilities should be providing to the dealers so that they can extend them
to the customers while purchasing this brand.

 Increase in sales promotion budgets to develop a point of purchase display

and to participate to a greater extent in Trade shows and similar kind of
shows and this will motivate the non-users to try out the products.

 The company can make charitable donation to different organizations. It

can extend their helping hand to the people hotted by natural havoc like
flood, draught, earthquake etc. to win the hearts of the mass people which
will build a good image of the Company among them.

 Incentives and financial benefits provided to the dealers should be

maximized to maintain their level of satisfaction and motivation.

LIMITATION
The study suffers from many limitations of this report are enumerated as the
following:

Firstly, being the whole project dependent on primary data, the study has gained
vulnerability.

Secondly, the survey was restricted only 50 respondents in whole Asansol and as
such may not be true representative of the entire Asansol.

Thirdly, the major constrain was the time factor, as the study have to be finished
within the stipulated time period.

Fourthly, lack of interest and unenthusiastic response may have allowed biasness
to creep this report.

Finally, lack of conclusions, which have been drawn, are subject to criticism at any
stages of its analysis and presentation. This report may not provide the best
possible market scenario and the efforts can always be made to have this project
report more effective and useful.
 BIBLIOGRAPHY

Company Magazines & Journals

Text book by Philips kotler
Website:
www.mahindrarise.in
Wikipedia