A

SUMMER TRAINING REPORT

ON
CUSTOMER SATISFACTION TOWARDS MAHINDRA TRACTOR WITH SPECIAL
REFERENCE OF MUNDRA AUTOMOBILE PVT. LTD.

Submitted To
DEPARTMENT OF MANAGEMENT STUDIES
TEERTHANKER MAHAVEER INSTITUTE
OF MANAGEMENT AND TECHNOLOGY,
MORADABAD
In Partial Fulfillment of the Requirement of the Degree
of
Master of Business Administration (MBA)
SESSION: 2018 - 2019
TEERTHANKER MAHAVEER UNIVERSITY
MORADABAD

Guided By: Submitted By:

NAME - Dr. Saira Khatoon Student Name- Asha Kumari
(DESIGNATION) Exam. Roll No.- TMG1702070
 TABLE OF CONTENT

Content Page No.

 Executive Summary 1

 Introduction 8

 Company Profile 17

 Literature Review 4

 Objectives of the Study 1

 Research Methodology 2

 Analysis and Interpretations 15

 Findings 1

 Conclusion 1

 Suggestions or Recommendations 1

 Limitations 1

 References/ Bibliography 1

 Annexure 2

STUDENT DECLARATION

I Asha Kumari hereby declare that the research work presented in this project
report entitled “Customer satisfaction towards Mahindra Tractor with special
reference Mundra Automobile Private Limited” for the fulfillment of the award of
Master of Business Administration from TMIMT, Teerthanker Mahaveer University;
Moradabad is based on Summer Training. The Summer Training embodies the
result of original work and studies carried out by me and the contents of the
project do not form the basis for the award of any other degree to me or to
anybody else.

Name: Asha Kumari

MBA 3 SEM SECTION : B

Roll No. : TMG1702070

 ACKNOWLEDGEMENT

It gives me immense pleasure and privilege to acknowledge my deepest sense of

gratitude towards all those who helped me in the successful execution of this
project.

I would like to thanks Principal Prof. (Dr.) Vipin Jain and HOD - Management DR.
Rajiv Verma for his able guidance. I also extend my gratitude towards Course Co
– ordinator Mr. Mohit Rastogi (Project Incharge), who entrusted me for the
completion of this project.

I am highly indebted to my Project Guide Dr. Saira Khatoon whose constructive

counseling and able guidance helped me immensely in bringing out this project
in the present form.

The acknowledgement would be incomplete without thanking my family and friend

who were a big support throughout.

Name: Asha Kumari

MBA 3 SEM SECTION - B

Roll No. : TMG1702070

 Executive Summary

This report is all about my internship program with the company “Mundra
Automobile Private Limited”, Kota based on two months of study and
analysis of the project given by the company that is on “Customer
Satisfaction of Mahindra Tractor with special reference of Mundra Automobile
Private Limited”. In this Comprehensive report, I have discussed all about which
I have observed and perceived during my internship program.
The analysis has been done based on the customer’s satisfaction of the
Mahindra tractor means what customers really expect from the product to
satisfy their needs and desires though there are many competitors already exist
in the market. which focus by various variables and attributes that are
important to know the satisfaction level of the customers towards the
Mahindra Tractor.
Here the objective of my research is to check the most attractive
attributes for purchasing Mahindra Tractor and the study of the level of
satisfaction. The methodology of this study of the collection of data is
being through structured questionnaire and personal interview conducted with
the customers. The data was collected from various classes of customers
like employees, students etc. in the region of KOTA.
At present Mahindra Tractor is also facing the competition from many
other competitors so as to survive in this cut throat competition, it is
necessary for every company to know the requirements and preferences of
the customers that can satisfy the customer needs and desires.
This internship report covers surveys and analysis by using marketing strategies
to know about satisfaction level of the customers. The main purpose of the
internship is to learn by working in the practical environment and to apply the
knowledge and skills acquired during studies to get familiar with the corporate
world scenario.
 Introduction
Customer Satisfaction towards Mahindra Tractor

The Automobile Industry is distorted to the standard of public. In the year

of 1945, automobile industry was invented to the first new tractors.

Tractor business in India has mechanical over the a long time to turn into single
of the biggest tractors promote within the planet. In near the beginning 90s the
range of tractor advertise within the nation has developed . Now a days industry
comprises of 14 players, counting 3MNCs. If there is low farm mechanism
level in the world but still the opportunity for growth is high as compare to the
further economies industrial crosswise in the world. This industry is key distress
for its confidence on farming revenue in hand over of farmers and the condition
of torrential rain. The diverse performers are Sonalika, John Deer, Mahindra,
Swaraj, and New hollend ect.

This research is dependent ahead the study, which had been approved Kota
city. This theory of purpose of the evaluation will shape out the promote methodologies
and customer fulfillment for Mahindra tractor.

Mahindra & Mahindra is the “No.1” manufactured company of Mahindra tractor

and It manufacturer while more than 30 years of India’s no.1 tractor. Mahindra
Tractor are the international manufacturer farm equipment of Mahindra &
Mahindra. Recently become the world highest selling brand in the country.
Mahindra tractor maintain the growth of the Indian farming scenery through
innovation and technical advancement. To be aware of what growers require and
bring technical to go faster agricultural.

Its not just build agricultural responsibilities simple however as well improve
efficiency, protect the potential of farmers as well as facilitate them to make
money and risk.
In the world’s one of the biggest company of Mahindra & Mahindra is separation
of farm equipment (Mahindra Tractors), through above 1,000 wholesaler service
provider in excess of 1.45 million consumers.

Mahindra Tractors largest consumer power are spread in across the world. The
countries are- India, the United States, China, Australia, Africa, Latin America,
South Asia, New Zealand, and Eastern Europe ect.

Who is the customer?

A consumer is basically a human being or an organization who purchase goods

and services produced by another business for the purpose of personal
consumption or for reselling the product or services to another person or a
business.

A Customer may be a Client, Buyer or a Purchaser who receives goods,

services, product or ideas, acquired from the dealer, seller and provider in
replace of capital or some extra consideration.

A Customer can be classified into two types which are as follows:

 Intermediate Customer
 Ultimate Customer

Intermediate Customer

Intermediate Customers refers to those organizations or an individual who act as

a middleman that is liaison, dealer or a distributor between the supplier and the
consumer. They are considered as those dealers who purchases the goods and
services for the purpose of resale.

Ultimate Customer

These are the customers who are the final consumers that means they buy the
product or service when it is provided in its final form. These customers bought
the goods for either passing it to the consumers or for their personal
consumption.

Both the customer and the consumer are two different terms as of being a
confused words. A customer may or may not be called as a consumer as a
customer is one who purchase the goods but the consumer is to consume it.

A customer becomes a consumer then only when he purchases goods and

services for the purpose of consumption for himself but it he purchases goods
and services for resale purpose he may not be called as a consumer.

Every businessman must needed to study about the customers because at the
present time customers are the king to grab the position in the market it is
necessary for every businessman to satisfy the customers too. There are
different types of customers are present in the market that is existing customers.

Customer Satisfaction:

Customer Satisfaction is the marketing tool that helps to measure how

products and services supplied by a company out reaches the customers
expectations.

It indicates the fulfillment of the customer desire’s or expectations that drives

from using the product. In others wards, it shows how happy the customers is
while purchasing the product form the company or up to what level the
customers may be satisfied.

Client fulfillment can be defined as an for the most part estimation of execution
based on all earlier encounters with a firm and has been connected to a firm’s
execution and wellbeing of an association.

In a competitive era, where business are fighting with each other for the
customers, a customer satisfaction can be seeing that a type of differences and
rapidly turn into a type of factor of production policy. In any organization,
consumer approval rating could has been a controlling impact. These meeting
point of workers on the need of satisfying consumers desire’s and expectation
as it leads to the sales and profitability of the business to a great extent.

A survey on customer satisfaction has been done to assess the aspects of

customer care. And this survey provides a snapshot of customers opinions of
one’s product. One of the major objective of any organization is that customers
and families are highly satisfied with their entire experience in their customer
visit.

Under this study we had find out that measuring the customer experiences can
be more useful and reliable than measuring just the level of customer
satisfaction. In our survey we have considered the study of customer satisfaction
towards Mahindra Tractor. The survey based on customer satisfaction helps us
to identify the ways for improving the company’s product.

On being studied about the customer satisfaction, I got to know that customer
satisfaction is basically rely on two things.

 An indicator of quality of product

 A component of quality product

Within the organization a survey based on customer satisfaction may be able to

demonstrate that a practice is focused on the quality and on improving their
customer services. It may help to lead to a better quality product and happier
customers.

Purpose of studying Customer Satisfaction:

Customer satisfaction is one of the factor that helps in causal to achievement or

crash of industry. Its important to study and path of the aspect as well as
always try to effort on growing it to create your consumers extra trust and
ultimately rotate them into product ambassador.

It is really important to study this because if you do not think regarding the
consumer fulfillment, do not expect from the customers to care about the
company’s product or service.

The importance of studying customer satisfaction arises because:

 It helps to face out the competition with its competitors to survive in the
market.
 It helps to maintain a quality of the product or service and always try to
+work on improving it to differentiate their products from others.
 To understand the customer needs and desires and the level of customers
expectations to increase the sale and profitability of the business.
 It helps in establish priority and values to reviewer how fine the
organization can meet its goals.
 Helps in tentative trend above moment in organize to obtain actions on a
suitable source.

Marketing:

promoting is an organizational purpose and a set of process for making,

communicating, and conveying cost to consumers as well as organizing
consumer interaction during behavior to advantage the organization with it
stakeholder.

Marketing is a common procedure in which person and group acquire what they
want as well as desire throughout creating, offering, and freely exchange goods
and service of cost by others.
Marketing Strategy:

Marketing strategy is a process that consent to an organization to focus on the

strategy of the market to capture the large number of economic sales and try to
get away to the wide number of customers and get the maximum profit. The
different segmentation are needed to do the proper market strategy.

Market strategy are done to achieve the goal of increasing sales in the
economic. Market strategy is a long term process or activity which is very
essential for the market field. That deals with the analyze strategy early condition
of the business friendship, formulation, appraisal, collection of market customer
oriented strategy and try to contributes to the goal of the business and its
advertising objective.

Marketing Strategy Process

1. Understand Customer:- The Mahindra company a trying to find out the
needs and demand of the customer related to the two or four wheeler.
Two wheeler - Motocycles
Four wheeler - Tractor, Truck, & Car

2. Analyze Market:- It means the company try to analyze (find out) the
market / area, where is an increment of customers who are willing to buy
the good quality vehicles.

3. Analyze Competition:- This is the most important factor which is widely

affect the company market strategy. The company should prepare and
implement their strategy where there is no any competitor and less
competitors of the product.

4. Research Distribution:- The company should do the research related

to the income, status of the customers related to the product. The
company also make R & D related to the quality & safety of the product.

5. Define Marketing Mix:- There are four P’s of the marketing strategy.
 PRODUCT: Product is a goods and services, and ideas consist of
touchable or indefinable attribute to satisfying consumers and is
established in replaced for capital and price.

 PRICE:- Price is the individuals, which create sale returns – each rates.
Price is the amount of payment and set reward from one party to another
in return of goods and services.
 PLACE:- Place is afraid through transport and store commodities, as well
as creating them existing for the consumer. Receiving the correct products
to the exact place at the correct moment include the sharing scheme.

 PROMOTION:- It is the company of communicate through consumers.

Promotion will make available information that will creating a result to
buying a goods or services.

6. Financial Analysis:- The company should find out the criteria of the
customer income and expenditure related to the buy the product.

7. Review and Revise:- It is related to the increment in the sales and

units of the product in to the economy / market and also based on the
generate the profit, brand of the product of the organization.
 COMPANY

PROFILE

History of Mahindra & Mahindra Automotive

Mahindra & Mahindra automotive limited is one of the Indian international

automobile industrialized business company. The Headquarter in “Mumbai”,
“Maharashtra”, India. Mahindra & Mahindra is individual of the leading
automobile manufacturer assembly in ‘India’ and it is also the biggest Tractor
manufacture in the earth. Mahindra & Mahindra was division of Mahindra Group
which is Indian Company. The business was recognized in 1945 in Ludhiana as
Mahindra & Mohammed through brothers K.C. Mahindra and J.C Mahindra
and Malik Ghulam Mohammed.

IN 1948 Behind India picked up freedom and Pakistan was shaped, Mohammed
emigrated to Pakistan. The corporation distorted its title to Mahindra &
Mahindra.

Mahindra & Mahindra was grade at 21 on the top of the list company of India
in 2011.

Its main competitor of Mahindra & Mahindra in Indian advertise are Maruti
Suzuki, Tata Motors, Ashok Leyland or Other companies.

In 2014 October Mahindra & Mahindra acquire 51% scheming venture in

Peugeot Motocycles.
Nowadays, Mahindra & Mahindra could be a input amusement performer within
the valuable automobile fabricating with brand segments within the Indian
Automoblie industry with its SUV Scorpio.

In 2011, it has calculating venture in REVA thrilling car company and acquire
South Korea’s Sang Yong Motor Company.

In 1955 Mahindra & Mahindra was associate a steel trade business. It finally
saw company prospect in increasing on developed and advertising lager MUVs,
initially among assembly below permit of the Jeep in India. Before long set up
as the Jeep producers of India, the corporation quickly commenced upon the
assignment of developing itself, choosing to exploit the fabricating business of
light profitable vehicles and farming tractors.

Mahindra & Mahindra famous on its manufactured goods generally as

‘Mahindra’. Its produced SUVs, pickups, commercial vehicles, cantina cars and
wheeled bikes and tractor. Chain and the United Kingdom is own assemblage
flora and has three assemblage undergrowth in the United States.

Operation

The Brand of Mahindra & Mahindra item as “Mahindra”, produce “SUVs”,

Cantina car, pickups, saleable vehicle and two wheeled bikes or tractors. This
company maintain the business relation with foreign company such as Renault
SA, France.

This company are global in market and its products and exported to several
Countries. The globally Mahindra & Mahindra subsidiaries are Europe S.R.l.
base in Italy, U.S.A., South Africa and China which is called as Mahindra
Tractor corporate limited.

In 1954 Mahindra & Mahindra started collecting the Jeep and 1965 the glow
marketable vehicle. In 1979 this company was authorized get together of Peugeot
diesel barrel motors and the transmission started in 1982 and tie awake among
Kia engines toward build their speed transmission.

The Mahindra company begun making traveler vehicle to begin through the
logan in 2007 beneath the Mahindra RENAULT combined wander. Mahindra &
Mahindra completed its passage to the overwhelming Trucks section by the
Mahindra Truck also transport separation, the combined wander with Universal
Truck, USA. This company moreover produce a broad series of vehicle
counting MUVs, LCVs and three wheeler. It fabricates many model of cars
counting Scorpio and Bolero.

Mahindra vehicle component combining its encounter within the car and cultivate
gear businesses through arrangement of input acquisition of European
mechanism company, Mahindra & Mahindra keeps up craftsmanship portion
fabricating unit over India, Germany, Italy, with joined together United
Kingdom.

Mahindra & Mahindra has capability within forging, casting, devices,

stamping, harden, ferrite, bond source, as well as composite. It too offer
complete benefit craftsmanship to portion arrangements that coordinated plan,
fabricating, and sourcing.

Further than 12,000 citizens have in business at Mahindra & Mahindra’s gears
separation

Mahindra arranged to offer the diesel SUVs and raise up truck as of India in
bargain unit frame to delude the Chicken charge. CKDs have total vehicle
that will be gathered within the U.S. From units of part transported into
cartons.

Mahindra has enter based on intra city shipment stage called as SMARTSHIFT.
Keen move may be to begin with of its category stack deal phase used for little
profitable vehicle. It enable’s businessmen desire to transfer cargo as well as
delivery service to discover each other. The point empower speak to, transaction
or fixing the bargain among two parties.

Military Defence

In 1947 the business has made and gathered armed vehicle, initiation within
moment of the Willys Jeep for make utilize of in World War 2. It
incorporates the hatchet of armed vehicle. It too keep up a combined wander
through BAE frameworks, protection arrive frameworks India.

Energy

IN 2002 Mahindra & Mahindra enter the vitality segment , in reaction to

developing requests of expanded thrilling control in India.

Mahindra Powerol motors and diesel generators sets more than 150,000 has
been introduced in India, advertising ordinary appropriate value control, as
perform mainly biggest company, in zones by ostensibly fewer solid network
power. The inverters, batteries, and gen sets are fabricated in Pune, Chennai
and Delhi. Powerol is display in over Nations like America, Africa, the center
East and South Asia. Its Powerol vitality administrations comprise of control
renting and telecom framework administration.

It become a main advertise manager within the telecom section in 2006 and In
2007, it win the Frost & Sullivan “Voice of the Customer” honor for greatest
practice in telecom.

Mahindra Clean Tech Ltd. specialize in eco welcoming or emerald control. In

come back to increasing receiving of astral control, in 2010 the Mahindra Solar
gives to suggest a variety of astral solution, equally on network and off network,
at the side of Engineering, Procurement and Construction (EPC).
Mahindra EPC is building obtainment & development support of the Mahindra
branch devoted to supply world lesson arrangements to buyers. That a single
biggest astral EPC performers within world, Mahindra EPC administrations
private limited is reliable to given that globe group EPC arrangements to
clients. It could be a assortment company below Mahindra clean tech, Mahindra
Accomplices.

Mahindra EPC has off network items comprise of control packs and houseton
setups for commerce organization and open educate in conjunction with rustic
jolt amid light and house or road lights structures. The company efforts actually
through Mahindra’s cultivate hardware separation to suggest lights items to
different of the extra country ranges in India. It moreover efforts among
Mahindra Powerol to offer sun based control reinforcement to telecom location
in India.
 Mahindra Tractor

Mahindra start fabricating tractors for the Indian showcase at some point amid
the early 60s. Now a days, it beat 3 tractor company within globe through yearly
deals further than 200,000 tractor. It had extended item to comprise of cultivate
bolster administrations by means of Mahindra.

Mahindra tractors is the world’s No.1 tractor company and India’s No.1 tractor
producer since over 30 a long time. Mahindra Tractor are the international
manufacturer farm equipment of Mahindra & Mahindra. Recently become the
world highest selling brand in the country. Tractors back the advancement
of the Indian agrarian scene with developments and mechanical headways. That
get it what ranchers require and provide innovative to quicken cultivating.

Mahindra tractors not as it were make cultivating emends simple but too improve
efficiency, secure long standing time of agriculturists and empower them to thrive
and risk.

“Mahindra & Mahindra’s” cultivate gear separation (Mahindra Tractors) is single

biggest tractor company within the globe, among further than 1,000 merchants
overhauling further than 1.45 million clients.

Mahindra biggest consumer power to spread within across the world. The
countries are India, China, North America, Australia, Brazil, Venezuela, South
Asia, Sri Lanka, Bangladesh, Nepal, the center East and Eastern Europe.
Mahindra tractors fabricates its items at four plants in India, two in terrain China,
three within the joined together States and one in Australia. It has three major
backups Mahindra USA, Mahindra (China) Tractor Company and Mahindra Judea
Tractor company .

The company has delighted 27 a long time of showcase authority and has
gathered the most noteworthy buyers fulfillment list within the business at 88%.

In 2009 overview of Asia’s Two hundred most appreciated and inventive

companies, the well road dairy name Mahindra & Mahindra one of the 10 most
inventive companies.

It earned brilliant peacock grant within the inventive item and administrations
category for its in house development of a stack car in 2008.

Mahindra & Mahindra gotten to be as it were tractor business to succeed the

Deming appliance reward in 2003 also the Japan excellence award for add up
to value administration fabulousness within whole trade procedures in 2007.

The Mahindra tractor and cultivate hardware divisions is solitary of huge

commitment to Mahindra gather returns with incorporates 27 commerce, 18
subsidiary and 9 company. The commerce incorporates a being there in
approximately each section of tractor industry with a portfolio extending from
SUVs, pickups, light medium, extravagance UVs and overwhelming commercial
vehicles.

The cultivate gear office too its participation in continuous cultivation esteem
series giving water system, fertilization, seed during shifted cultivation also joint
trade.
 FIRM’S PROFILE

“Mundra Automobile Private Limited” could be a Private consolidated on

24 March 1987. It is a Dealership firm. It is classified as Non – govt.
Company. It is enlisted at Recorder of companies, JAIPUR. It is involved
in extensive on a payment or agreement base.

 Company Name : Mundra automobile Pvt. Ltd.

 CIN No.
 Registration No.
 Position
 ROC
 Company group
 Company Sub class
 Company’s class
 Incorporation Date
 Company’s Age
 Movement
: U51109RJ1987PTC003903
: 3903
: Active
: ROC – JAIPUR
: Company limited by Shares
: Non-govt. Company
: Private
: 24 March 1987
: 31 years
: extensive on a charge or agreement base.
(Includes incorporates commission specialists,
product brokers and all other wholesalers who
 exchange on sake and on the account of
others).
 Authorized capital : Rs. 15,000,000
 Paid up capital : Rs.8,984,800
 Listing position : Unlisted
 last Annual General : 30 September 2016
Meeting

 Latest Balance sheet : 31 March 2018

 Email ID : mundratractors@gmail.com
 Website : www.mundratractor.com
 Address : C-150, Road No. 5, IPIA
KOTA-324005 (Rajasthan)

History of Mundra Automobile Pvt. Ltd

It all started when a ambitious and enterprising person left a very

good job from DCM SHRIRAM Consolidated Ltd, Kota in the year 1972
and jumped in partnership business of manufacturing of Agriculture
equipment to market them in the region and obtained a substantial
market share in a very short time span. During 1975 – 1978 his firm
enjoyed a good sales figure of HMT Tractors as Authorized Dealers for
same.

Diversification and ambition, being a necessity to grow in business

forced him to establish a self owned firm in the year 1978, to
manufacture Agriculture Equipments of very good quality and reasonably
priced with this approach and basic marketing in stint inherent in him he
captured a very good market share in the region. Mr. B.D MUNDRA, the
main force behind all these, then never back.
Again with ambition, in mind and dedication in heart, he acquired
Dealership of MAHINDRA TRACTORS for Kota region in the year 1982.
With starting figure of mere 10 Tractors in a year, today he is among
most reputed dealer of M/S Mahindra & Mahindra Ltd. FES (MAHINDRA
LTD.) Formally none as Punjab tractors Ltd., Chandigarh for this region
with the record sales Figure of around 400 tractors in a year.

Apart from tractors this firm is also sales MAHINDRA SUV in this region.
They have not only excelled in tractors and SUV. And these 23 years of
automobiles trade experience gave us the force to move ahead to look
for other avenues in different trade.

Director of the company

1. BITTHAL DAS MUNDRA

 Promoter and originator of the trade have a place to BUNDI, which
is close KOTA.
 Born in Bundi on 1st Jan. 1945
 In 1965 joined in DCM Shriram Consolidated Ltd. KOTA
 Left Shriram consolidated ltd. within the year 1972 to begin a
business

2. ANIL MUNDRA
 Elder child of Mr. B.D. Mundra - Mr. Anil Mundra, born on 5 th
Sept. 1967
 Anil Mundra is additionally locked in with numerous social
organizations like - Revolving Club little Scale Industries Association,
Hadoti Kota Stone Industries Association.

3. PAWAN MUNDRA
 Second child of Mr. B.D. Mundra born on 12 th October 1972
  Mr. Pawan is basically looking after showcasing portion of generally
Business.

DIVERSIFICATIONS

In the year 1989-1990 when elder son Mr. Anil Mundra joined the business
after completion of studies, major diversification plans were taken up in the
field of Kota Stone, Marble, Granite and possibilities were explored to
market these in India and Abroad. Kota being the main centre for store
processing units and also enriched with stone mines has got tremendous
potential in this field.

21 years of stone trading along with other activities like cutting, splitting
and polishing units recorded a very smooth growth and now they have a
turnover of about 21 Cr. With the sales all over India and direct exports
also.

MUNDRA GROUP

AUTOMOBILE STONE
PRESENT SHOW ROOM

Considering the “Current trend in growth” of the city. A site is being

proposed for “showroom & workshop”. The site has the advantage of being
located on the intersection of road joining the “Daknia Talav Railway Station and
New Grains Mandi” and “Link Road of Road No. Five & Six” of RIICO area.

ADDRESS

C-150, ROAD NO.5, IPIA

KOTA-324005 (Rajasthan)
Tel. :(0) 0744-2420736, 2420737
Fax:91-744-2429271

NAMES OF BUSINESS ESTABLISHMENTS

1) Mundra Tractors
2) Mundra Automobiles P. Ltd.
3) Mundra Tractors Pvt. Ltd.

Models:

Mahindra & Mahindra has been propelling different sort of tractors from the year
of 1964, maintenance of intellect the excellence, plan, driving, consolation, fuel
proficiency and benefit sales esteem. This from a impressive drive to give we
clients pleasure or delight of esteem until the end of time. What drives Mahindra
& Mahindra is the commitment, authority, and any an eye for suitable innovation.

Mahindra & Mahindra to begin with started fabricating tractors in 1964, Mahindra
& Mahindra had locked in particular disapproved enterprise to convey tractors
as it condition of the craftsmanship but moreover the foremost atmosphere
inviting means of transportation within the globe indication of we obligation and
think about for improved atmosphere.
Mahindra & Mahindra could be a interesting designing and an ideal blend of
control and economy. Its country wide dealership organize and computerized
workshop that gives amazing after deal benefit. The company has continually
investigating modern opportunity to characterize the shape to tomorrow’s driving
innovation.

Models Available At Mundra Automobile Pvt. Ltd.

Mundra Automobile Pvt. Ltd. has franchise of Mahindra & Mahindra Company.
Mahindra & Mahindra company manufacturer’s various types of tractors.

“Mahindra Yuvo 575 DI”

“Mahindra 275 DI TU”

“Mahindra 265 DI Power Plus”

“Mahindra Yuvo 265”

“Mahindra JIVO”

“ARJUN NOVO 605 DI MS”

“Mahindra 275 DI Eco”

“YUVRAJ 215 NXT”

Promotional Activities:

The promotional activities adopted by Mundra Automobile Pvt. Ltd., are

 Test Driving
 Discounts
 Hoarding
 Gift Schemes
 Advertisements in Newspapers and magazines
 Free Services
 Mileage Contents
Service Offered

 Investment through bank

 Expression for latest goods
 Approval of guarantee claim
 Free checkups campaigns

 SWOT ANALYSIS

1) Strength:
1) Citizens are believe within the product heading Mahindra tractors.
2) Most of the advertise is credit driven so simple fund given by Mahindra
tractors .
3) Number of authorize advantage station is in extra ordinary number than
that of competitors.
4) More spacious, stylish, safer compared to other company items.

2) Weakness:
1) Maintenance fetched is high.
2) Rising fetched of crude materials coming about in low edges. Hence
rebates can’t be existing.
3) Sellers are suggesting automobile at diverse costs in single city. Shifting of
unique part through sellers.
4) Vehicle is out of the reach center course since introductory of Mahindra
sports utility vehicle is over 6 lakhs.

3) Opportunity:
1) Civilizing tyer quality.
2) Standard of source of income of nation individuals are progressing since at
developing salary so here is opportunity of distribution the commerce.
4) Threats:
1) Strong participation of John Deer tractor and Sonalika tractor.
2) Demand fixing due to showcase upheaval.
 Literature Review

A. Kaur and Sandhu (2006)

i. Endeavored to discover out the most highlights which a client consider
in spite of the fact that going for the buy of a modern Tractor.
ii. The consider cover the owners of tractors living within the major cities
of the State of Punjab.
iii. The respondents recognize that security and consolation are the
foremost vital highlights of the tractor.
iv. So the producers must plan the item giving most noteworthy weight
age to these factors.

B. Chidambaram and Alfred (2007)

i. In this ponder that there are persuaded components which control the
brand to begin with choice of the consumers.
ii. Inside the structure the think about uncovers that buyers donate more
significance to fuel efficiency than other factors.
iii. They consider that the brand title tells them almost the item quality,
utility, and innovation and they favor to buy tractors which offer tell
fuel effectiveness, great quality, innovation and toughness and price.

C. Bhalla (2007)
i. This ponder on the tractor advertise in India deliver an sign of it.
ii. The consider uncovered that made strides loaning by national bank, the
entrance of personal commercial bank, solid rainstorm, solid of
merchandise values, express – financial of parts in rural India, starting
of proficient and dedicated farming apparatus by investigate institution
or rural technology manufacturer.
 D. Bectoret al. (2008)
i. in this study regarding the position also new movement of tractor control
in Indian cultivation.
ii. This study regarding the giving of diverse control resource to whole
control ease of use in India, role of tractor influence in India cultivation
current tendency of yearly tractor residents in India.
iii. This lessons create away that various consumption and acceptance of
tractor influence in the nation or payable to changeable size of rural
property.

E. Haruna and Aikins (2012)

i. Conducted a study to recognize their personal profile, discernment with
respect to the causes of tractor breakdown and the most limitations
influencing tractor protection and repair.
ii. In order was collected aimed survey management.

F. Dr. K. Ravichandran (2012)

i. This paper has complete a systematic approach to identify the key factors
that persuade the customers while selecting the appropriate four wheelers
specially tractor segment by allow for the parameter such as mileage,
protection rate, break failure, soothe and products are doubtful as well as
inaccurate in nature.
ii. By way of due to regards to the collection of four wheelers like tractors,
the customers to be identified and decide an suitable form.
iii. The survey has been conducted in an automobile industry by analyzing
the customer’s preference in purchasing a tractor.

G. Gupta Bhauwan, Agarwal Nisha (2013)

i. the Indian Automobile Industry has get a unbelievable market potential.
Among the increase of population and modify in their sample of life style
 as a result of urbanization, there has been a fast enlarge in demand for
Indian automobiles.
ii. The function of this part is to survey the growth of Automobile industry in
India and their position in economic development and to carry out the
profile of the study area.
iii. In current time India is witnessing a modify in consumerism. The market
is now mostly customer driver.
iv. The focus is variable for product based marketing to need based
marketing.
v. In this article the author has point out customer preferences to their
tractor and how they perform for taking decision to purchase tractor.

H. Shende Vikram (2014)

i. this research will be cooperative for the innovative entrants and presented
tractor manufacturing companies in India to realize the customer
expectations and their market contributions.
ii. The objective of study is the recognition of factors influencing customers
routine for particular segment of tractors.

I. Krishnaveni, M. & Vidya, R. (2015)

i. Discover that Indian vehicle business is a elevated concise segment these
days and growing as an sell overseas center in come about of
liberalization and globalization.
ii. This article revise the group wise construction, sale and export of
automobile business in India.
iii. Business increase could be view in phrase of pre and post liberalization.
iv. Administration allow 100 percent FDI, enlarge 15% in civilization function
on cars and tractor to promote narrow producer and concessional trade in
function on precise portion of fusion vehicle.
 J. Takeh Ata & Navaprabha Juniliy (2015)
i. Novelist had prepared theoretical model to sketch the force of funds
arrangement on the monetary presentation, funds arrangement is self -
regulating changeable.
ii. That cost is considered with using rations specifically, economic balance,
whole dept equity, entire assets balance and concern reporting ration
anywhere as economic presentation is needy changeable that value is
considered by using four rations as come back on property, working
earnings border and come again on resources working.

K. Jothi, K. & Geethalakshmi, A. (2016)

i. This study tries to estimate the profitability & economic position of
preferred companies of Indian vehicle business using numerical tool like
ratio analysis, mean, standard deviation, correlation.
ii. The study reveals the optimistic relationship between profitability, short
term and long term capital.
 OBJECTIVE OF THE STUDY
There are the certain objectives of the study that was done while doing an
internship.

Primary Objective

 To find out the customer awareness regarding Mahindra Tractor.

 To study of the different parameters that may influence the customers on
purching the Mahindra tractor.
 To think about of the client fulfillment around the security and comfort
ability of Mahindra Tractor.

Secondary Objective

 To find out the consumer fulfillment towards the after sale service offered
by the Company.
 To find out the suggestion to improve the satisfaction level of the
customer, if any.
 Research Methodology

 Data type  Primary and Secondary Data

 Sampling Unit  Customer of Mahindra

 Sampling Type  Convenience Sampling

 Sample Size  50

 Research Tool  Questionnaire

 Type of Research  Descriptive

 Data Collection  Survey Method

Method

 Area  Kota

RESEARCH DESIGN

It is a simply framework which analyze the sample and collection of data.

Now here I used the descriptive research design for conducting the above
process.

DESCRIPTIVE RESEARCH DESIGN

It also called and known as statically research. The main aim of this
type of research to describe the data and characterize about the collection
and idea behind the studies of frequencies and averages of the statically
calculation.
METHOD OF COLLECTION DATA

PRIMARY DATA

Primary data is the data which is collected primarily and originally

collected in first time and at the initial stage of sampling so that it can
be originally in nature.

SECONDARY DATA

Secondary data that type of data which is not priories and this type of
data is borrowed by second person.
 ANALYSIS AND INTERPRETATION
Q.1 Which brand you want to buy?

a. Swaraj b. Mahindra

S.No. Brand No. of respondent Percentage

1. Swaraj 25 50%

2. Mahindra 25 50%

Percentage

50% 50% Swaraj

Mahindra

Interpretation:
This chart is shown as the respondents 50% respondents want to buy Swaraj
and 50% respondents want to buy Mahindra.
Q.2 Are you aware of Mahindra Tractor?

a. Yes b. No

S.no. Particular No. of respondent Percentage

1. Yes 40 80%

2. No 10 20%

Percentage
20% Yes No

80%

Interpretation:
This chart indicates that out of 50 respondents, 80% respondents aware of
Mahindra tractors and 20% respondents don’t aware of Mahindra tractor.
Q.3 Form where did you come to know about Mahindra Tractor?

a. T.V Adds b. Internet

c. Friends d. Other

S.no. Particular No. of respondent Percentage

1. T.V. Adds 25 50%

2. Internet 8 16%

3. Friends 12 24%

4. Other 5 10%

Percentage
24%

T.V Adds
Internet
Friends
8% Other
57%

11%

Interpretation:
This chart shows that out of 50 respondents, 50% Respondents say that TV
adds, 16% customers say that Internet, 24% respondents said that Friends and
10% others by which the customers come to know about Mahindra Tractors.
Q.4 Are you satisfied with Mahindra Tractor?

a. Satisfied b. Dissatisfied

S.no. Particular No. of respondent Percentage

1. Satisfied 50 100%

2. Dissatisfied 0 0

Percentage

Satisfied
Dissatisfied

100%

Interpretation:
This chart shows that out of 50 respondents, 100% respondents satisfied with
the Mahindra Tractor.
Q.5 What kind of works you do from tractor?

a. Agriculture b. Haulage

S.no. Particular No. of respondent Percentage

1. Agriculture 34 68

2. Haulage 16 32

Percentage

32%

Agriculture
Haulage

68%

Interpretation:
This chart shows that out of 50 Respondent, 68% Respondent say that
agriculture or 32% Respondents say that haulage, works done from tractor.
Q.6 Is Mahindra Tractor gives you the comfort in zig zag path?

a. Yes b. No

S.NO. Particular No. of respondent Percentage

1. Yes 38 76%

2. No 12 24%

Percentage
24%

Yes
No

76%

Interpretation:
This chart shows that out of 50 respondents, 76% respondents said that comfort
in zig zag path.
Q.7 What are the customer perception about Mahindra Tractor?

a. Very good b. Good c. Bad

S.NO. Particular No. of respondent Percentage

1. Very good 15 30%

2. Good 28 56%

3. Bad 7 14%

Percentage
14% 30%

Very good
Good
Bad

56%

Interpretation:
This chart shows that out of 50 respondents, 30% respondents gave very good
response, 56% respondents gave good response, 14% respondents gave bad
response.
Q.8 In which season customer prefer to buy the tractor?

a. Summer b. Winter

c. Rainy d. Spring

S.NO. Particular No. of respondent Percentage

1. Summer 10 20%
2. Winter 8 16%
3. Rainy 5 10%
4. Spring 27 54%

Percentage
20%

Summer
Winter
54% Rainy
16% Spring

10%

Interpretation:
This chart shows that out of 50 Respondents, 20% Respondent say that
summer, 16% respondent say that winter, 10% respondents said that rainy and
54% respondents said that spring, in that season customers prefer to buy tractor.
Q.9 Customer opinion towards safety and comfort?

a. Satisfied b. Dissatisfied

S. no. Particular No. of respondent Percentage

1. Satisfied 40 80%

2. Dissatisfied 10 20%

Percentage
20%

Satisfied
Dissatisfied

80%

Interpretation:
This chart shows that out of 50 respondents, 80% respondents satisfied with the
safety and comfort of Mahindra tractors.
Q.10 Customer opinion towards physical design?

a. Satisfied b. Dissatisfied

S. No. Particular No. of respondent Percentage

1. Satisfied 37 74%
2. Dissatisfied 13 26%

Percentage
26%

Satisfied
Dissatisfied

74%

Interpretation:
This chart shows that out of 50 respondents, 74% respondent satisfied with the
physical design and 26% respondent don’t satisfied with the physical design.
Q.11 Customer satisfaction towards maintenance of Mahindra tractor?

a. Satisfied b. Dissatisfied

S. No. Particular No. of respondent Percentage

1. Satisfied 30 60%
2. Dissatisfied 20 40%

Percentage

40%

Satisfied
Dissatisfied

60%

Interpretation:
This chart shows that out of 50 respondents, 60% respondent satisfied with the
maintenance and 40% respondent are dissatisfied with the maintenance of
Mahindra tractor.
Q.12 Are you satisfied with the marketing strategy of Mahindra Tractor?

a. Yes b. No

S. No. Particular No. of respondent Percentage

1. Yes 35 70%

2. No 15 30%

Percentage

30%

Yes
No

70%

Interpretation:
This chart shows that out of 50 respondents, 70% respondents were satisfied
with the marketing strategy and 30% respondents don’t satisfied with the
marketing strategy of Mahindra Tractor.
Q.13 Do you like to test drive Mahindra Tractor?

a. Yes b. No

S. No. Particular No. of respondent Percentage

1. Yes 45 90%
2. No 5 10%

Percentage
10%

Yes
No

90%

Interpretation:
This chart shows that out of 50 respondents, 90% respondents said that like to
test drive of Mahindra Tractor.
Q.14 What financial aspects influencing you buying a Tractor?

a. Personal selling b. Discount c. Loan

S. No. Particular No. of respondent Percentage

1. Personal selling 25 50%
2. Discount 10 20%
3. Loan 15 30%

Percentage

30%
Personal selling
Discount
Loan
50%

20%

Interpretation:
This chart shows that out of 50 respondents, 50% respondent said that personal
selling, 20% respondent said that discount and 30% respondent said that loan,
financial aspects influence buying a tractor.
Q.15 Which quality satisfied you most in Mahindra Tractor?

a. Ease to operation b. Fuel efficiency c. Pulling power

S. No. Particular No. of respondent Percentage

1. Ease to operation 26 52%
2. Fuel efficiency 14 28%
3. Pulling power 10 20%

Percentage
20%

Ease to operation
Fuel efficiency
52%
Pulling power

28%

Interpretation:
This chart shown that out of 50 respondents, 52% respondent satisfied with the
ease to operation, 28% respondents satisfied with fuel efficiency and 20%
customers satisfied with pulling power.
 FINDING

 Most of the respondents were aware of Mahindra Tractor.

 Most of the respondents said that use the tractor for the purpose of
agriculture.
 Most of the respondents would like to buy the tractors in the spring
season because the spring season is the season of farmers in India.
 All the respondents satisfied with the brand name of Mahindra Tractor.
 Most of the respondents said that good response of Mahindra Tractor.
 Most of the respondents are satisfied with the safety and comfort.
 Many customers have come to know about Mahindra Tractor by TV Ads
and friends.
 Most of the respondents are satisfied with the physical design, and the
company should maintain the standard of Mahindra tractor.
 Most of the respondents are satisfied that the maintenance cost is less.
 Most of the respondents are fulfilled with the marketing strategy of Mahindra
tractor.
 CONCLUSION

 Mahindra & Mahindra Automotives have a extremely excellent market

divide in the globe for the Tractor division.
 The best part of the client are satisfied with the design of the automobile.
 The company is advertising great examines, which is reflected on the
fulfillment of the client.
 The best part of the consumer are fulfilled that the protection price of
Mahindra tractor is fewer, approximately 40% are not fulfilled which may
be since of evaluation with the recently launch challenging product
upcoming with minor protection price.
 Mahindra & Mahindra are providing better facilities compared to other
brands of tractor.
 All the customer are fulfilled among the Mahindra tractor and it explain
that the consumer agreement rank are extremely towering. If company
were to recognize pitfalls in their creation or carry out corrective
determine, thus lead to extra excellent sound of entrance exposure.
 As 80% respondents are happy with the safety and comfort of the
tractor, it can be stated that the company has undertaken proper R&D in
this aspect.
 SUGGESTIONS

 Mahindra company has to execute excellent customer satisfaction strategy.

 The company should promote about the whole features offered by it.
 The company can do amendments in tractor according to the customer
needs, from which they can earn more profit and reduce cost.
 The company can carry out R&D to improve the accessible feature which
helps to increase the customer satisfaction.
 The best part of the customer give opinion that they are satisfied by the
factor, services and design of the product, the company should not only
maintain the accessible standard but also increase them.
 Mahindra should spotlight on the aspects which will improve the customer
satisfaction and thus the market share.
 The best part of the customers are satisfied with the safety and comfort
feature of Mahindra tractor, the company should maintain the same
standard and it is suggested to come up with appropriate assess to
reduce the negative opinion among the customer who are of the opinion
that the fuel consumption is a dissatisfying factor.
 LIMITATION

The best effort have been made to make the study fair transparent and error
free yet there might be some inevitable and limitations. Although outright
measures area undertake to make the report most accurate some inadvertent
errors might have crept in and suggestions in improve or eliminate the same are
most welcome.

The limitations of the survey are narrated below:

 The project is valid for the predefined area of work Kota (Rajasthan).
 There may be some biased response from the respondents.
 Some respondents did not provide the full data.
 Due to different RTO norms, the response of people might differ from
those of other cities and state if any.
 it's miles hard to recognize if all of the respondents gave accurate
records; some respondents have a tendency to offer misleading
information.
 BIBLIOGRAPHY

 Newspaper:

 Times of India
 Economic times
 Hindustan times

 Web Reference:

 https://en.m.wikipedia.org
 www.businessworld.com
 www.mahindratractor.com
 ANNEXURE

Customer Satisfaction Towards Mahindra Tractor With Special

Reference Mundra Automobile Pvt. Ltd.

QUESTIONNAIRE

a) Name:-
b) Age:-
c) Occupation:- Business ( ) Service ( )
d) Address:-

Q.1 Which Brand you want to buy?

a) Swaraj b) Mahindra

Q.2 Are you aware of Mahindra Tractor?

a) Yes b) No

Q.3 From where did you come to know about Mahindra tractor?

a) T.V Ads b) Internet

c) Friends d) Other

Q.4 Are you satisfied with Mahindra Tractor?

a) Satisfied b) Dissatisfied

Q.5 What kind of works you do from tractor?

a) Agriculture b) Haulage
Q.6 Is Mahindra tractor gives you the comfort in zig zag path?

a) Yes b) No

Q.7 What are the customer perception about Mahindra tractor?

a) Very good b) Good c) Bad

Q.8 In which season customer prefer to buy the tractor?

a) Summer b) Winter

c) Rainy d) Spring

Q.9 Customer opinions towards safety and comfort?

a) Satisfied b) Dissatisfied

Q.10 Customer opinion towards physical design?

a) Satisfied b) Dissatisfied

Q.11 Customer satisfaction towards maintenance of Mahindra tractor?

a) Satisfied b) Dissatisfied

Q.12 Are you satisfied with the marketing strategy of Mahindra Tractor?

a) Yes b) No

Q.13 Do you like to test drive Mahindra tractor?

a) Yes b) No

Q.14 What financial aspects influencing you buying a tractor?

a) Personal selling b) Discount c) Loan

Q.15 Which quality satisfied you most in Mahindra tractor?

a) Ease to operation b) Fuel efficiency c) Pulling power