Dessertation Report

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

Submitted To

TMIMT College of Management

In Partial Fulfillment of the Requirement of the Degree of
Bachelor of Business Administration (BBA)

SESSION: 2021- 2021

TEERTHANKER MAHAVEER UNIVERSITY

MORADABAD

Guided By: Submitted By:

NAME – Roma Khanna Student Name- Shubham Sainy

(ASSOCIATE PROFESSOR) Roll No.-TMG1901098
 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 SHUBHAM SAINY hereby declare that the research work presented in this
Dissertation report entitled “Customer satisfaction towards Mahindra Tractor
with special reference Mundra Automobile Private Limited ” for the fulfillment
of the award of Bachelor of Business Administration from TMIMT, Teerthanker
Mahaveer University; Moradabad is based on my Dissertation. This report embodies
the result of original work and studies carried out by me and the contents of the report
do not form the basis for the award of any other degree to me or to anybody else.

Name: Shubham Sainy

Roll No. : TMG1901098

 CERTIFICATE
This is to certify that Ms. /Mr SHUBHAM SAINY is pursuing three
year full time Bachelor of Business Administration (BBA) course from
Teerthanker Mahaveer University, Moradabad as regular student, in
session (2021-22).

In compliance with the provision/guidelines of Teerthanker Mahaveer

University, Moradabad, he/she has been assigned a Dissertation Report.
The research work has been genuinely carried out by the student. He/
She have made sincere efforts in the completion of the Dessertation
work with original contents.

Guide Name: Roma Khanna

Associate Professor
 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
Dissertation.

I would like to thanks Principal Prof. (Dr.) Vipin Jain for his able guidance. I also
extend my gratitude towards HOD DR. Manoj Agarwal and Programmed
Coordinator Mr. Mohit Rastogi (Dissertation Report Incharge), who entrusted me
for the completion of this Dissertation.

I am highly indebted to my Dissertation Report Guide ROMA KHANNA_ whose

constructive counseling and able guidance helped me immensely in bringing out this
Dissertation report in the present form.

The acknowledgement would be incomplete without thanking my family and friend

who were a big support throughout.

NAME:- Shubham Sainy

BBA 6th Sem
TMG1901098
 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
 Authorized capital
 Paid up capital
 Listing position
 last Annual General
Meeting
: 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).
: Rs. 15,000,000
: Rs.8,984,800
: Unlisted
: 30 September 2016

 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 5th 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 12th 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.
i. 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%

Percenta

50 50

Swaraj
Mahindr

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%

Interpretation: Percentage
This chart indicates that out of 50 respondents, 80% respondents aware of
Yes No
Mahindra tractors and 20% respondents don’t aware of Mahindra tractor.

20
%

80%
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%

Percenta

24
T.V
8 Adds
57
Internet
11
Friends

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

Percenta
ge

Satisfied
Dissatisfie

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

Percenta

32

Agricultur e

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%

Interpretation: Percenta
This chart shows that out of 50 respondents, 76% respondents said that comfort in zig zag
ge
path.

24%

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

a. Very good b. Good c. Bad No
76%
S.NO. Particular No. of respondent Percentage

1. Very good 15 30%

2. Good 28 56%
 3. Bad 7 14%

Percenta

14
30

Very
good
Goo
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%

Percenta

20

Summe r
54 16 Winter Rainy

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%

Interpretation: Percenta
This chart shows that out of 50 respondents, 80% respondents satisfied with the safety
ge
and comfort of Mahindra tractors.

20%

Satisfied

80%
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%

Percenta

26

Satisfied
Dissatisfie
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%

Percenta

40

60 Satisfied
Dissatisfie

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%

Percenta

30

Ye s

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%

Percenta
10

Ye s

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%

Percenta

30
Personal
Discoun t
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%
 Percenta

20

52 Ease to operation
Fuel
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:-Akshay Jain
b) Age:-20
c) Occupation:- Student

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