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Master of Business Administration Degree: Summer Training Project Report
Master of Business Administration Degree: Summer Training Project Report
on
Session 2019 - 20
By
RASHI GAUTAM
1803270063
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
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.
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.
Date: Date:
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Acknowledgment
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Content Page
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 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
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
IMRB International is in the service industry which conducts research on various topics
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
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,
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
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INTRODUCTION
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The project report is basically dedicated to the practical knowledge of
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.
purchasing car from Mahindra showroom . And also want to know which factor
This project report is prepared mainly to understand the various factors which
The report also includes the exit, entry and best selling price for any Mahindra car of
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SCOPE OF THE STUDY
I have done my research study on various retail shops and consumers for IMRB
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
farm equipment , financial services, trade and logistics ,automotive component ,after –
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
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
Airbags
GPRS wi-fi
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ABOUT IMRB INTERNATIONAL
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
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
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
Healthcare Communication
Within WPP, client have access to companies of all the necessary marketing and
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.
problems
center.
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OBJECTIVE OF THE STUDY
The project report is basically dedicated to the practical knowledge of
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
At this is supported by M&M nation – wide dealership and an optimal mix of power and
economy.
Promotional Activities:
Test driving
Free driving
Hoarding
Discount
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Advertising in newspaper and magazines
Gift schemes
Free services
Mileage contents
Service offered
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