Chapter 5

DATA ANALYSIS

DATA ANALYSIS & INTERPRETATION

Table No.(1) Do you own a sporty vehicle?

Yes No
78% 22%

Interpretation 1:
The sample drawn on probability basis shows that 78% of the customers
were
satisfied with Bolero variant and only 22% were not satisfied with Bolero
variant.
Observation:
Most of the respondents approached were satisfied with Bolero.
Table No: 2 Factors affecting customer satisfaction towards Mahindra
Bolero

Factor No. of Respondent Percentage

Features 18 12%
Low Maintenance 51 34%
Comfort 27 18%
Style 24 16%
After Sales Service 30 20%
Source: Questionnaire
Figure:2

Interpretation 2: The sample drawn on the probability basis clearly shows

that 34%
(51respondents) are the opinion that low maintenance is the satisfaction
factor Bolero and
20 %( 30 respondents) of them who view After Sales Service as a vital
factor for
customer satisfaction. Followed by Comfort which corresponds to 18 %( 27
respondents),
Style with 16%(respondents) and only 12%(18 respondents) of them view
that feature of
Bolero as satisfaction factor.
Page 5.2

Table No: 3 Customer opinions towards fuel consumption.

Factor Percentage
Extremely Satisfied 27%
Satisfied 49%
Neutral 17%
Dissatisfied 7%
Total 100%
Source: Questionnaire
Figure 3

Interpretation 3: 100% of the respondents 49% of the respondents

approached were satisfied with the fuel consumption of the Bolero.
Followed by 27% was extremely satisfied, 17% are neutral and rest of the
7% is more dissatisfied with fuel consumption of
Bolero.
Observation: As majority of the respondents are satisfied with the fuel
consumption of Mahindra Bolero, the company should maintain the same
standard and it is suggested to come up with suitable measure to reduce the
negative opinion among the consumer who are of the opinion that the fuel
consumption is a dissatisfying factor.
Page 5.3
Table No: 4 Customer opinions toward Safety and Comfort.

Factor Percentage
Extremely Satisfied 23%
Satisfied 47%
Neither Satisfied & Dissatisfied 20%
Dissatisfied 10%
Total 100%
Source: Questionnaire
Figure: 4

Interpretation 4: 100% of the respondents 47% of the respondents

approached were satisfied with the safety and comfort feature of the
Bolero. Followed by 27% was extremely satisfied, 17% are neutral and rest
of the 7% was dissatisfied with safety and comfort feature of Bolero.
Observation: As majority of the respondents are satisfied with the safety
and comfort feature of Mahindra Bolero, the company should maintain
same standard and it is suggested to come up with suitable measure to
reduce the negative opinion among the consumer who are of the opinion
that the fuel consumption is a dissatisfying factor.
Page 5.4
Chapter 7

CONCLUSIONS

Mahindra and Mahindra Motors has a very good market share in the state of Mahindra
auto wings pune for the SUV segment.
The company is offering good services, which is reflected on the satisfaction of the
customer.
Majority of the customer are satisfied with the design of the vehicle.
Mahindra & Mahindra motors are providing better facilities compare with other
brand.
As 67% of the respondents are satisfied that they are happy with Bolero, it satisfies that
the customer satisfaction levels are very high. If the company were to identify the pitfall
sin their product and undertake remedial measure, thus it will lead to more good word
of mouth publicity.
Though majority of the customer are satisfied that the maintenance cost of Mahindra
Bolero is less, around 20% are not satisfied which may be because of comparison of
Bolero with the newly launched competing brands coming with even lower maintenance
cost.
As 80% of the respondents are happy with the space availability of the Mahindra
Bolero vehicle, it can be conducted that the company has undertaken proper R&D in
this aspect.
The 20% of the respondents who have answered negatively may be comparing with the
vehicle in the same category launched very recently.
Page 7.1

The price of a car is just one-third of what it cost you over its lifetime.
Running and maintaining it make up the other two-thirds. Take into
account resale value and its r e a l c o s t b e c o m e s c l e a r . M A H I N D R A
s t a n d f o r    performance. In spite of rising input costs, we try our best to keep pr
ices down.T h e i r r u n n i n g c o s t s a n d r e s a l e v a l u e s a r e u n b e a t a b l e
t o o . N o t h i n g m a t c h e s t h e delight their cars deliver. In the JD Power
CSI study 2005, 85% of MAHINDRA owners stated that they would
definitely recommend the car they drive to someone else. Infact , you
don’t buy a Mahindra cars You invest in it.
 

After the rash of new cars launches the past two years, the relative lull
in the auto industry is showing up in the customer satisfaction indices.
According to the 2005four-wheeler Total Customer Satisfaction (TCS)
study conducted by the specialist d i v i s i o n o f T N S A u t o m o t i v e , t h e
a u t o m o b i l e o w n e r s h i p e x p er i e n c e or c u s t o m e r   ownership
experience has declined in all areas compared to 2004.  The study is
one of the largest syndicated automotive studies in India, representing
the responses of more than 7,000 new car buyers. The comprehensive
study covers over 50 models.
with customer evaluations taken in the key areas of sales satisf
a c t i o n ,   p r o d u c t quality, vehicle performance and design, after-sales
service, brand image, and cost-of-ownership. The TCS index
score provides a measure of satisfaction and loyalty given model
enjoys with its customers. According to TNS Automotive, the declines
predominantly for older, small and entry mid-size car models. The ageing of
these m o d e l s s e e m s t o b e p o s i n g a s t i f f e r c h a l l e n g e f o r
m a n u f a c t u r e r s t o s u s t a i n p a s t  performance levels at a time when
customer expectations are rising sharply
Page 7.2

Chapter 6

FINDINGS

NO.OF.CARS MAHINDRA HAVE IN EACH SEGMENT FOR

CUSTOMERS.

Name Starting From

Mahindra Xuv 700 14lakhs

Mahindra Xuv 500 10lakhs

Mahindra Xuv 300 8.40lakhs

Mahindra Thar 13.55lakhs

Mahindra Scorpio 13.53lakhs

Mahindra bolero 9.30lakhs

Mahindra kuv 100 6.20lakhs

Mahindra bolero Neo 9.28lakhs

Mahindra Marazzo 17.50lakhs

Mahindra alturas G4 30lakhs

MAHINDRA TUV 300 9lakhs

Page 6.1

Customer Satisfaction

Main motive of the Mahindra & Mahindra is to provide each customer

Sheer Pleasure of driving without any problems.

Build Quality

Mahindra never compromised on Quality of there cars as mahindra wants

to provide full value to the customers money.

Safety of the Customers

Safety is one the most key factor for any auto company .mahindra comes
with strong build with high quality materials used on there cars for
customers safety with air bags starting from driver seat to passenger seat
Mahindra has gained 5 Star ratings in NCAP SAFETY RATINGS.

AFTER SALES SEEVICE

This is the place where mahindra shines the most as compare to other
Brands in the market. Solving problems of the customer is 1st priority of
mahindra they got high skilled workers in there garage to help customers.
And when its comes to spare parts its very cheap as its made in India
company.
Page 6.2

Mahindra & Mahindra Marketing Strategy & Marketing Mix (4Ps)

Marketing Strategy of Mahindra & Mahindra analyses the brand with the marketing mix
framework which covers the 4Ps (Product, Price, Place, Promotion). There are several
marketing strategies like product innovation, pricing approach, promotion planning etc.
These business strategies, based on Mahindra & Mahindra marketing mix, help the brand
succeed.
Mahindra & Mahindra marketing strategy helps the brand/company to position itself
competitively in the market and achieve its business goals & objectives.
Let us start the Mahindra & Mahindra Marketing Strategy & Mix to understand its product,
pricing, advertising & distribution strategies.

4PS OF THE MARKETING

1)PRODUCT

2)PRICE

3)PLACE

4)PROMOTION
 Page 2.6

Mahindra & Mahindra Product Strategy:

The product strategy and mix in Mahindra & Mahindra marketing strategy can be explained
as follows:

Mahindra & Mahindra has a huge product mix with product lines of personal vehicles,
commercial vehicles, electric vehicles, application trucks, trucks, light trucks and buses. In
the personal cars category, Mahindra & Mahindra has a wide range of Utility vehicles,
Multi-utility vehicles, Sports utility vehicles and sedans. Mahindra Bolero has been the one
of the best UVs in India. Mahindra & Mahindra trucks are known to be powerful, durable
and reliable. Cars such as Scorpio, KUV100, XUV 500, Quanto, Xylo, Rexton, Korando,
Kyron offer a lot of modern features with the toughness that Mahindra promises. This gives
an insight in the product strategy in the marketing mix of Mahindra & Mahindra. They come
in vibrant colors ranging from dazzling silver, fiery orange to flamboyant red and midnight
black.

Being an environment conscious company Mahindra & Mahindra is trying to find

environment friendly alternatives, e2o and eSupro are proof of such commitments. These
are the electric cars that Mahindra & Mahindra is currently offering. E2o is a car whereas
eSupro is a cargo van with zero emissions.
In the commercial cars category Mahindra & Mahindra boosts of Imperio, Alfa, Bolero
pickup, Bolero Camper, Bolero Maxi truck. They are technologically advanced cargo
vehicles used for loading and unloading. Bolero pickup has been a pioneer in the market for
the last ten years now.
 PAGE 2.7

Mahindra & Mahindra Price/Pricing Strategy:

Below is the pricing strategy in Mahindra & Mahindra marketing strategy:

Mahindra & Mahindra has targeted different market segments with their different vehicles.

XUV 500 is for the cosmopolitan population with international quality car and advance technology
and style. Bolero is more for more price conscious, middle class consumers in smaller towns.
Therefore, the pricing strategy in the marketing mix of the automobiles is done keeping the market
segment and the competitors in mind. The automobiles in the product portfolio ranges from as low as
4.54 lakhs to 40 lakhs. Mahindra Scorpio ranges from Rs.8.11 lakhs to Rs.15.05 lakhs.

Different versions of XUV500 can be bought from Rs.12 lakhs to Rs. 17.9 lakhs. Mahindra Thar
ranges from 5.22 lakhs to 8.38 lakhs. Mahindra Rexton is the premium range SUV with superior
features in the price range from 20.94 lakhs to 24.74 lakhs. Mahindra & Mahindra’s commercial
vehicles are very popular for their ruggedness and toughness. Mahindra Truxo ranges from 17 lakhs
to 22 lakhs. Mahindra & Mahindra follows competitive pricing as its price range is very similar to its
competitors. In fact, some commercial vehicles are priced marginally lower than the competitors.
 PAGE 2.8

Mahindra & Mahindra Place & Distribution Strategy:

Following is the distribution strategy in the Mahindra & Mahindra marketing mix:

Mahindra & Mahindra has a distribution network spanning the length and breadth of India.
Mahindra & Mahindra has 300 dealerships spread across 240 cities. Around 1300 up-
country outlets have been set up to serve the rural and semi-urban areas in the country.
Mahindra & Mahindra has an efficient and effective warehouse and clearing and forwarding
facility. SRP group supports Mahindra in logistics and warehousing. Mahindra & Mahindra
has dealerships across the country which are equipped to handle sales and service for
personal and commercial vehicles both. Their network reaches the remotest of places like
Kargil, Port Blair, Barmer and Jaisalmer to name a few. Mahindra & Mahindra has further
broadened its horizon by collaborating with ecommerce platforms giving further boost to the
sales for online customers.

Mahindra & Mahindra has a large customer base in the rural areas but due to poor
infrastructure and lack of facilities it is hard to penetrate the rural market. Therefore,
Mahindra & Mahindra came up with an innovative idea and helped in developing
dealership’s infrastructure in the rural areas through its “Samriddhi Centres”.

Through these centres farmers got valuable information on weather, crops and farm
productivity which attracted the farmers to these dealerships and turned them into loyal
customers.
 Page 2.9

Mahindra & Mahindra Promotion & Advertising Strategy:

The promotional and advertising strategy in the Mahindra & Mahindra marketing strategy is
as follows:

Mahindra & Mahindra advertises very smartly and adequately. Mahindra & Mahindra’s
“Live young, Live free “campaign became popular in 2012. Mahindra & Mahindra follows
an aggressive promotional strategy in its marketing mix. It showed Mahindra’s portfolio of
vehicles in tough terrains of different parts of India. They made Varun Dhawan as their
brand ambassador to target the younger audience. The advertisement made with the actor
had great content and complimentary music. Their advertising strategy is not confined to
just television. Mahindra & Mahindra do a lot of print, digital and media advertising as well.
They host on ground events like the Mahindra adventure initiative. Mahindra & Mahindra
has a huge fan base on social media. Various events and contests like the Dubsmash & win
KUV100 contest are played on the social media to create buzz and for customer
engagement. It has around 17 million fans across various brands and over 40 million views
on different videos on YouTube.

Mahindra & Mahindra does a lot of promotion through road show. It is a great platform in
terms of customer engagement and creating an extraordinary experience. Mahindra
organized a multiple city road show to promote Quanto. It helped the audience relate to the
holiday theme of the car. Hence, this covers the entire marketing mix of Mahindra &
Mahindra.
 Page 2.10

CHAPTER 8

RECOMMENDATION

Mahindra Company has to implement good customer relationship management

strategy that enhances customer satisfaction level.

The company can for the undertake R&D to improve the existing feature which field
help increase in the customer satisfaction.

The company should promote about the entire feature offered by it.As majority of the
customer give opinion that they are satisfied is the factor, services and design of the
product of the company should taken not only maintain
the existing standard but also enhance them.

As majority of the respondents are satisfied with the safety and comfort feature of
Mahindra Bolero, the company should maintain the same standard and it is suggested
to come up with suitable measure to reduce the negative opinion among the consumer
who are of the opinion that the fuel consumption is a dissatisfying factor.

Majority of the respondents are satisfied with the safety and comfort feature of
Mahindra Bolero, the company should maintain the same standard and it is suggested
to come up with suitable measure to reduce the negative opinion among the consumer
who are of the opinion that the fuel consumption is a dissatisfying factor.
As such, Mahindra should focus on the aspects, which will enhance the customer
satisfaction and thus the market share.
 Page 8.1

BIBLIOGRAPHY

Books:
1. Philip Kotler, Kevin Keller (2009), Marketing Management (Thirteenth Edition)
2. Marketing Management, The McGraw-Hill Company Rajan Saxena (Third Edition)
3. Berman, Berry and Joel r Evans (Oct- 1997) Retail Management: A strategic
approach 8th edition Englewood cliffs NJ principal
4. Country analysis 1997 “ A framework to identify and evaluate the national
business environment”
Hardwar business review.

MAGAZINES:
A) OUTLOOK BUSINESS
B) BUSINESS STANDARD
C) 4P’S OF BUSINESS AND MARKETING
D) BUSINESS TODAY - Pick and Choose
E) BUSINESS TODAY – Mahindra & Mahindra to bring new model of Xylo.
INTERNET:
1. Mahindra & Mahindra' Official Website
2. WWW.Business world.com
3. WWW.Autowold.com
4.WWW. Top gear.com
5. WWW.Gaddi.com
 Page 8.2

DEALER PROFILE
Our Distinction:
This is one of the largest authorized dealers for Mahindra & Mahindra Automotives.
Record sales in the first year of operation.
Partners in Progress:

We are the preferred partners of M&M automotives, chiefly due to our successful sales
record and quality. Our facilities have remained unsurpassed, as we strive everyday to
better our self.

Commanding Presence:
Mahindra Auto wings a centralized air-conditioned showroom of M&M automotives its
kind in pune, spread gracefully and decorated elegantly over an impressive 8100 sq.ft at
Deoghar, Being equipped with affable front office staff and adept professional
technicians, Provide a perfect of quality Service and Reliability.
Space Friendly:

The interiors are aimed at making you feel completely at ease, In luxury. Because for us
the customer is king, one who deserves a regal offering. The setting is apt for times
when you need to switch into a relaxed state of mind.
Technology to Stay Ahead:

We are equipped with the latest technological advancement in the industry, in order to
give the best of services when it matters. Not just to be part of, But to build the future, is
our motto.
 Page 1.2

Ambience the Exude Relaxation:

Ours is one of the few service centres to be equipped with a fully-fledged customer-
waiting lounge. A part from a television and pool table, it had a wed kiosk to keep u
connected all the time.

Service with Commitment:

Our dedicated team of mechanical specialty offers expert treatment for your vehicle.
We ensure consistency in performance each time, without fail.

Attention to Details:
We provide genius spare parts and accessories to ensure exceptional performance.
Every single aspect related to your vehicle is taken care of at our premises.
Dealing Made ConvenExpert

It is a part of our commitment policy to give advantage to the customer at every

juncture.
We offer assistance of every kind at our premises itself, which makes it a one stop
facility.

Expert Guidance at Every Step:

Our sales team gives utmost priority to your satisfaction. When you need help to make
the right choice, it is ensured that the result is beyond your expectations. Thus making it
a point that you get the best in both luxury and comfort always.
Models: Mahindra & Mahindra has been launching various type of MUVs and cars
from the year of 1945, keeping in mind the quality, design, driving, comfort, fuel
efficiency,and service and resale value. These from a formidable force that gives our
customers the pride and the joy of value forever. What drives M&M is
 Commitment
 Leadership
 Any an eye for appropriate technology.

Page 1.3
Since 1945, when M&M first began manufacturing MUVs & LCVs, M&M have been
engaged in a single-minded endeavour to bring you cars that only state-of-the-art, but
are also some f the most environment-friendly vehicles in this world-a reflection of our
commitment and care, for better environment.
At the heart of every M&M is a unique engineering and an optimal mix of power and
economy.
All this is supported by M&M nation – wide dealership network and automated
workshop that provide excellent after sale service
The company has constantly exploring new opportunity to define the shape to
tomorrow’s driving technology.

Promotional Promotion

The promotional activities adopted by MAHINDR Autoing’s Pune are

 Test Driving
 Free Driving
 Hoarding
 Discounts
 Advertisement in Newspaper and magazines
 Gift Schemes
 Free Services
 Mileage Contents
Promotional expenses have been borne by both G L Motors and M&M, shares in
advertisement cost.
 Page 1.4

MAHINDRA XUV 700

INORMATION ABOUT CURRENRT CARS AND THERE SPECS .

The vehicle was introduced on 14 August 2021.[2] The XUV700 was originally designed as
the second-generation XUV500, however Mahindra decided to reposition the model
nomenclature due to its plan of expanding its SUV portfolio. It is their first model to use the
new Mahindra logo, which is reserved for their SUV products.[1]
It is offered with one petrol engine and one diesel engine option. The former is a 2.0-litre
four-cylinder turbocharged mStallion unit which is tuned to produce 200 PS (197 hp;
147 kW) and 380 N⋅m (38.7 kg⋅m; 280 lb⋅ft). The diesel option is a 2.2-litre four-
cylinder mHawk turbodiesel. The entry level option of the engine produce 155 PS (153 hp;
114 kW) and 360 N⋅m (36.7 kg⋅m; 266 lb⋅ft), while the unit in higher variants is capable of
185 PS (182 hp; 136 kW) and 420 N⋅m (42.8 kg⋅m; 310 lb⋅ft) (manual) or 450 N⋅m
(45.9 kg⋅m; 332 lb⋅ft) (automatic).[3] Both engines can be had with 6-speed manual and 6-
speed automatic transmission options, while the lower-spec diesel variant will only be
available with a manual transmission. An all-wheel-drive variant is also available.[4]
The XUV700 is available in two series, which are MX and AdrenoX (AX). The MX series
has a single MX trim, while the AdrenoX series consists of four trim levels, which are AX3,
AX5, AX7 and AX7L. The AdrenoX series is equipped with the eponymous AdrenoX,
an Amazon Alexa-based voice command. Both 5-seater and 7-seater configurations are
available.[5] The top-end variant is also equipped with advanced driver assistance
system (ADAS) technology tuned for Indian road conditions, making it the first Mahindra
product to receive Level 1 autonomous tech.

Page 1.5

Mahindra Thar 2nd Gen

The Mahindra Thar is a compact, four-wheel drive, off-road SUV manufactured by Indian

automaker Mahindra and Mahindra Ltd.

The second generation Thar was unveiled on August 15, 2020.[3][4] It became available in
October 2020.
It comes with two engine options, a 2.0-litre petrol and a 2.2-litre diesel. Both are offered
with a choice of 6-speed automatic transmission (with a torque converter gearbox) made
by Aisin or 6-speed manual transmission. Customers have the option to choose between a
hard top, soft top or soft top with convertible like folding down mechanism.

Safety
Global NCAP crash-tested the second-generation Mahindra Thar in its basic safety
specification of two airbags and ISOFIX anchorages. It achieved four stars for adult
protection, with its passenger compartment remaining stable in the offset frontal test.
However, its footwell ruptured during the test. The car was penalised for instability of
footwell response and for this reason Mahindra was denied the opportunity of demonstrating
that sharp structures in the dashboard could prove benign to the knees of differently sized
occupants. Hence Global NCAP penalised the knee areas and the vehicle could not achieve
the maximum five star rating for adult protection.
 Page 1.6
Mahindra XUV300

The Mahindra XUV300 is a subcompact crossover SUV produced by the Indian

automaker Mahindra & Mahindra. It is based on the X100 platform of SsangYong Tivoli and
has been sold in Indian market since February 2019. Mahindra slotted it in the segment along
with their Bolero Neo (formerly called the TUV300) to rival the Maruti Suzuki Vitara
Brezza, Tata Nexon and the Ford Ecosport. The XUV300 is powered by a 1.2-litre 3-cylinder
petrol engine and a 1.5-litre 4-cylinder diesel engine with 6-speed manual transmission. A 6-
speed automatic variant is also now available. The new petrol engine co-developed by
Ssangyong delivers 110 bhp of power and 200 Nm of torque. while the diesel engine
borrowed from Mahindra Marazzo outputs 115 bhp of power and 300 Nm of torque.
 Page 1.7

Mahindra Bolero neo

The Mahindra Bolero Neo is a mini SUV manufactured by the Indian automaker Mahindra

& Mahindra since 2015. The TUV300 was first announced by Mahindra & Mahindra in
August 2015, the microsite of the vehicle went live by the same month. The vehicle was
officially launched on September 10, 2015 in Madhya Pradesh. The TUV300 is designed by
Mahindra's Design Studio in Mumbai, with the product engineering being done at Mahindra
Research Valley in Chennai. It is built on the same platform as the Mahindra Scorpio. The
TUV300 also employs the same mHawk engine series as the XUV500 and Scorpio but with a
smaller engine displacement resulting in a lower engine power and torque
 Page 1.8
Mahindra Scorpio

The Mahindra Scorpio is a mid-size SUV manufactured by the Indian automaker Mahindra

& Mahindra since 2002. It was Mahindra's first model to be built for the global market
The Scorpio was conceptualized and designed by the in-house integrated design and
manufacturing team of Mahindra & Mahindra. The car has been the recipient of three Indian
awards, including the "Car of the Year" award from Business Standard Motoring as well as
the "Best SUV of the Year" and the "Best Car of the Year" awards, both from BBC
World's Wheels
 Page 1.9
INDEX

Project Report Contents

Sr.no Content / Name PG.N0

1 CH-1 INTRODUCTION OF MAHINDRA 1.1 /1.9

2 CH-2 OBJECTIVES AND SWOT ANAYLSIS 2.1 /2.10

3 CH-3 RESEARCH METHODOLOGY ON M&M 3.1 /3.4

4 CH-4 DADA COLLECTION 4.1 /4.3

5 CH-5 DATA ANALYSIS 5.1 /5.9

6 CH-6 FINDINGS ON M&M 6.1 /6.2

7 CH-7 CONCLUSION 7.1 /7.2

8 CH-8 RECOMMENDATION 8.1 /8.2

CHAPTER 1
INTRODUCTION
MAHINDRA AND MAHINDRA

Mahindra & Mahindra Limited (M&M) is an Indian Multinational Automotive

manufacturing corporation headquartered in Mumbai. It was established in 1945 as
Mahindra & Muhammad and later renamed as Mahindra & Mahindra. Part of the
Mahindra Group M&M is one of the largest vehicle manufacturers by production in
India.

M&M started its operation as a manufacturer of general-purpose utility vehicles. It

assembled CKD jeeps in 1949. Over the passing years, the company expanded its
business and started manufacturing light commercial vehicles (LCVs) and agricultural
tractors. Apart from agricultural tractors and LCVs, Mahindra & Mahindra also
showed its dexterity in manufacturing army vehicles. Soon, it started its operations
abroad, through its plants set up in China, the United Kingdom and the USA.

M&M partnered with companies prominent in the international market, including

Renaults, International Truck and Engine Corporation, USA, in order to mark its
Global presence. M&M also started exporting its products to several countries across
the world. Subsequently, it set up its branches including Mahindra Europe (based in
Italy),Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co.
Ltd.
 INTRODUCTION OF AUTOMOBILE INDUSTRY

The automobile industry has changed the way people live and work. The
earliest of modern cars was manufactured in the year 1895.
Shortly the first appearance of the car followed in India. As the century turned,
three cars were imported in Mumbai (India). Within decade there were total of
1025 cars in the city.
The dawn of automobile actually goes back to 4000 years when the first wheel
was used for transportation in India. In the beginning of 15th century,
Portuguese arrived in China and the interaction of the two cultures led to a
variety of new technologies, including the creation of a wheel that turned under
its own power. By 1600s small steam-powered engine models was developed,
but it took another century before a full-sized engine-powered vehicle was
created.
Brothers Charles and Frank Duryea introduced the actual horseless carriage in
the year1893. It was the first internal-combustion motor car of America, and it
was followed by Henry Ford’s first experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce
Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding
windscreens and hood, and an aluminium body.
Chauffeurs usually drove it and emphasis was on comfort and style rather than
speed.
During the 1920s, the cars exhibited design refinements such as balloon tires,
pressed-steel wheels, and four-wheel brakes.
Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an
aluminium body.
The 1937 Pontiac De Lux sedan had roomy interior and rear-hinged back door
that suited more to the needs of families. In 1930s, vehicles were less boxy and
more streamlined than their predecessor as. The 1940s saw features like
automatic transmission, sealed-beam headlights, and tubeless tyres.
 Page 1.1

DEALER PROFILE
Our Distinction:
This is one of the largest authorized dealers for Mahindra & Mahindra Automotives.
Record sales in the first year of operation.
Partners in Progress:

We are the preferred partners of M&M automotives, chiefly due to our successful sales
record and quality. Our facilities have remained unsurpassed, as we strive everyday to
better our self.

Commanding Presence:
Mahindra Auto wings a centralized air-conditioned showroom of M&M automotives its
kind in pune, spread gracefully and decorated elegantly over an impressive 8100 sq.ft at
Deoghar, Being equipped with affable front office staff and adept professional
technicians, Provide a perfect of quality Service and Reliability.
Space Friendly:

The interiors are aimed at making you feel completely at ease, In luxury. Because for us
the customer is king, one who deserves a regal offering. The setting is apt for times
when you need to switch into a relaxed state of mind.
Technology to Stay Ahead:

We are equipped with the latest technological advancement in the industry, in order to
give the best of services when it matters. Not just to be part of, But to build the future, is
our motto.
 Page 1.2

Ambience the Exude Relaxation:

Ours is one of the few service centres to be equipped with a fully-fledged customer-
waiting lounge. A part from a television and pool table, it had a wed kiosk to keep u
connected all the time.

Service with Commitment:

Our dedicated team of mechanical specialty offers expert treatment for your vehicle.
We ensure consistency in performance each time, without fail.

Attention to Details:
We provide genius spare parts and accessories to ensure exceptional performance.
Every single aspect related to your vehicle is taken care of at our premises.
Dealing Made ConvenExpert

It is a part of our commitment policy to give advantage to the customer at every

juncture.
We offer assistance of every kind at our premises itself, which makes it a one stop
facility.

Expert Guidance at Every Step:

Our sales team gives utmost priority to your satisfaction. When you need help to make
the right choice, it is ensured that the result is beyond your expectations. Thus making it
a point that you get the best in both luxury and comfort always.
Models: Mahindra & Mahindra has been launching various type of MUVs and cars
from the year of 1945, keeping in mind the quality, design, driving, comfort, fuel
efficiency,and service and resale value. These from a formidable force that gives our
customers the pride and the joy of value forever. What drives M&M is
 Commitment
 Leadership
 Any an eye for appropriate technology.

Page 1.3

Since 1945, when M&M first began manufacturing MUVs & LCVs, M&M have been
engaged in a single-minded endeavour to bring you cars that only state-of-the-art, but
are also some f the most environment-friendly vehicles in this world-a reflection of our
commitment and care, for better environment.
At the heart of every M&M is a unique engineering and an optimal mix of power and
economy.
All this is supported by M&M nation – wide dealership network and automated
workshop that provide excellent after sale service
The company has constantly exploring new opportunity to define the shape to
tomorrow’s driving technology.

Promotional Promotion

The promotional activities adopted by MAHINDR Autoing’s Pune are

 Test Driving
 Free Driving
 Hoarding
 Discounts
 Advertisement in Newspaper and magazines
 Gift Schemes
 Free Services
 Mileage Contents
Promotional expenses have been borne by both G L Motors and M&M, shares in
advertisement cost.
 Page 1.4

MAHINDRA XUV 700

INORMATION ABOUT CURRENRT CARS AND THERE SPECS .

The vehicle was introduced on 14 August 2021.[2] The XUV700 was originally designed as
the second-generation XUV500, however Mahindra decided to reposition the model
nomenclature due to its plan of expanding its SUV portfolio. It is their first model to use the
new Mahindra logo, which is reserved for their SUV products.[1]
It is offered with one petrol engine and one diesel engine option. The former is a 2.0-litre
four-cylinder turbocharged mStallion unit which is tuned to produce 200 PS (197 hp;
147 kW) and 380 N⋅m (38.7 kg⋅m; 280 lb⋅ft). The diesel option is a 2.2-litre four-
cylinder mHawk turbodiesel. The entry level option of the engine produce 155 PS (153 hp;
114 kW) and 360 N⋅m (36.7 kg⋅m; 266 lb⋅ft), while the unit in higher variants is capable of
185 PS (182 hp; 136 kW) and 420 N⋅m (42.8 kg⋅m; 310 lb⋅ft) (manual) or 450 N⋅m
(45.9 kg⋅m; 332 lb⋅ft) (automatic).[3] Both engines can be had with 6-speed manual and 6-
speed automatic transmission options, while the lower-spec diesel variant will only be
available with a manual transmission. An all-wheel-drive variant is also available.[4]
The XUV700 is available in two series, which are MX and AdrenoX (AX). The MX series
has a single MX trim, while the AdrenoX series consists of four trim levels, which are AX3,
AX5, AX7 and AX7L. The AdrenoX series is equipped with the eponymous AdrenoX,
an Amazon Alexa-based voice command. Both 5-seater and 7-seater configurations are
available.[5] The top-end variant is also equipped with advanced driver assistance
system (ADAS) technology tuned for Indian road conditions, making it the first Mahindra
product to receive Level 1 autonomous tech.

Page 1.5

Mahindra Thar 2nd Gen

The Mahindra Thar is a compact, four-wheel drive, off-road SUV manufactured by Indian

automaker Mahindra and Mahindra Ltd.

The second generation Thar was unveiled on August 15, 2020.[3][4] It became available in
October 2020.
It comes with two engine options, a 2.0-litre petrol and a 2.2-litre diesel. Both are offered
with a choice of 6-speed automatic transmission (with a torque converter gearbox) made
by Aisin or 6-speed manual transmission. Customers have the option to choose between a
hard top, soft top or soft top with convertible like folding down mechanism.

Safety
Global NCAP crash-tested the second-generation Mahindra Thar in its basic safety
specification of two airbags and ISOFIX anchorages. It achieved four stars for adult
protection, with its passenger compartment remaining stable in the offset frontal test.
However, its footwell ruptured during the test. The car was penalised for instability of
footwell response and for this reason Mahindra was denied the opportunity of demonstrating
that sharp structures in the dashboard could prove benign to the knees of differently sized
occupants. Hence Global NCAP penalised the knee areas and the vehicle could not achieve
the maximum five star rating for adult protection.
 Page 1.6
Mahindra XUV300

The Mahindra XUV300 is a subcompact crossover SUV produced by the Indian

automaker Mahindra & Mahindra. It is based on the X100 platform of SsangYong Tivoli and
has been sold in Indian market since February 2019. Mahindra slotted it in the segment along
with their Bolero Neo (formerly called the TUV300) to rival the Maruti Suzuki Vitara
Brezza, Tata Nexon and the Ford Ecosport. The XUV300 is powered by a 1.2-litre 3-cylinder
petrol engine and a 1.5-litre 4-cylinder diesel engine with 6-speed manual transmission. A 6-
speed automatic variant is also now available. The new petrol engine co-developed by
Ssangyong delivers 110 bhp of power and 200 Nm of torque. while the diesel engine
borrowed from Mahindra Marazzo outputs 115 bhp of power and 300 Nm of torque.
 Page 1.7

Mahindra Bolero neo

The Mahindra Bolero Neo is a mini SUV manufactured by the Indian automaker Mahindra

& Mahindra since 2015. The TUV300 was first announced by Mahindra & Mahindra in
August 2015, the microsite of the vehicle went live by the same month. The vehicle was
officially launched on September 10, 2015 in Madhya Pradesh. The TUV300 is designed by
Mahindra's Design Studio in Mumbai, with the product engineering being done at Mahindra
Research Valley in Chennai. It is built on the same platform as the Mahindra Scorpio. The
TUV300 also employs the same mHawk engine series as the XUV500 and Scorpio but with a
smaller engine displacement resulting in a lower engine power and torque
 Page 1.8
Mahindra Scorpio

The Mahindra Scorpio is a mid-size SUV manufactured by the Indian automaker Mahindra

& Mahindra since 2002. It was Mahindra's first model to be built for the global market
The Scorpio was conceptualized and designed by the in-house integrated design and
manufacturing team of Mahindra & Mahindra. The car has been the recipient of three Indian
awards, including the "Car of the Year" award from Business Standard Motoring as well as
the "Best SUV of the Year" and the "Best Car of the Year" awards, both from BBC
World's Wheels
 Page 1.9

Chapter 2

OBJECTIVES AND SWOT ANALYSIS OF MAHINDRA AND MAHINDRA

The study has been under taken to analyse the customer satisfaction towards all
variant of
Mahindra Motors in Pune with a special reference to the M&M motors,
the other objectives are:
 To gather information about customer satisfaction toward Mahindra and
Mahindra Motors in the geographic region of Pune
 To know the customer perception about features, low maintenance cost and
looks
of Mahindra and Mahindra Motors.
 To know the customer satisfaction about the safety and comfortable Vehicles
of
Mahindra and Mahindra .
 To provide suggestions, in improving the customer satisfaction and the
company
sales and profitability
 To know the customer satisfaction towards the after sales service offers by
M&M.
 PAGE 2.1

S.W.O.T ANALYSIS
(STRENGTH ,WEAKNESS ,OPPORTUNITIES,THREATS)

Strengths of Mahindra and Mahindra

Business strengths are competitive advantages that allow a firm to outcompete, generate
value and achieve efficiency.

 Market Leader in Multiple Automotive Segments: Mahindra & Mahindra has a

leading market share in tractors as well as in the utility vehicles segment. Also, the
company has a strong market share in the commercial vehicle as well as passenger
vehicle segment. Strong market share provides a competitive advantage to the
company and allows the company to focus on innovation.
 Strong Research & Development (R&D): M&M has a highly focused R&D
department constantly focusing on developing new products and technologies. M&M
majorly focuses on the Value addition and Value engineering (VAVE) approach,
designing modularity, use of alternate materials etc.
 Excellent Products According to Indian Road Conditions: Mahindra &
Mahindra’s SUVs are suited perfectly to Indian road conditions especially, Mahindra
Scorpio which has been an outstanding performer for many years.
 Low After-Sale Cost: M&M has a competitive advantage on after-sale cost since it is
lower than the industry average and also has high availability of spare parts to
different parts of the country.
 E-commerce: One of the biggest strengths of M&M is that with the use of e-
commerce M&M is achieving results from both sides one in which the business wants
to head from an outcomes point of view and how digitalization in business can help
them achieve those results, and another side is addressing the needs of their
customers.
 Page 2.2

Weaknesses of Mahindra and Mahindra

A company weakness is any resource or process that your business lacks but needs to
succeed. Weaknesses limit your company’s ability to reach its full potential.

 Geographic Dependence: Mahindra & Mahindra is dependent on the majority of its

revenue (over 60%) from India, which would affect its business in case of any
economic slowdown or high inflation.
 Overdependence on the Automotive Industry: Mahindra & Mahindra’s major part
of revenues come from its automotive business which makes it vulnerable to any
breakthrough in the industry or slowdown in the market.
 Product Recalls Affects Brand Image: Mahindra & Mahindra has had to recall
many of its products in the recent past. For instance, In February 2015, M&M recalled
XUV500 manufactured before July 2014. Such incidents affect the brand image of the
company and consequently affect sales.
 (a) Dealers are selling vehicles at different prices in a sigle city.
 (b) Changing of original parts by a dealers.
 (c) Type of MRF is not having a very good claim processing system. Claim
processing is carried out only twice a week.
 (d) Average is less than that of tata product.
 (e) Maintenance cost is high.
 (f) Vehicle is out of the reach middle class because initial of Mahindra sports
utility v is above 4 lakhs.
 (g) Rising cost of raw materials resulting in law margins. Therefore discounts
cant be offered Opportunities:
 Page 2.3
Opportunities for Mahindra and Mahindra

In the market, there also exist a lot of opportunities through which a company can grow. Let’s
see some among them.

 Growth in the Indian Automotive Industry: The Indian automotive industry is

growing year on year with over 12% growth from the previous 3 years. The industry
is expected to grow at a CAGR of 13% in the next 4 years. This growth can be
beneficial for M&M.

 Increasing Demand for Hybrid Electric Vehicles: There is an increasing demand

for Hybrid Electric Vehicles (HEVs) around the world. The demand for HEVs is
expected to grow at a CAGR of 19% in the next 3 years. M&M has a strong portfolio
of HCVs and is set to be benefited from the growing demand.

 Emerging Nations: M&M should look forward to tapping the emerging nations

around the world which have high potential. M&M should build over its global
footprint to tap the emerging markets.

 1. Developing hybrid cars and fuel efficient cars for the future.
2.Tapping emerging markets across the world and building a global brand.
3.Fast growing automobile market.
4.Growing in the market through electric car Reva (controlling stake) and entry into
two-wheeler segments.
 Page 2.4

Threats to Mahindra and Mahindra

Threats include anything that can negatively affect your business from the outside, such as
supply-chain problems, shifts in market requirements, or a shortage of recruits.

 Competition in Other Businesses Put Pressure on M&M: Mahindra group faces

strong competition in other businesses as well.

 Stringent Regulations: M&M is subject to strict regulations by the government and

environmental agencies in terms of emission levels, noise levels etc. Such regulations
keep changing and thus increase compliance costs for the companies.

It’s vital to anticipate threats and to take action against them before you become a victim of
them and your growth stalls.
This ends our detailed SWOT analysis of Mahindra and Mahindra.

1. Government policies for the automobile sector across the world

2. Ever increasing fuel prices
3. Intense competition from global automobile brands
4. Substitute modes of public transport like buses, metro trains etc.
 PAGE 2.5

Mahindra & Mahindra Marketing Strategy & Marketing Mix (4Ps)

Marketing Strategy of Mahindra & Mahindra analyses the brand with the marketing mix
framework which covers the 4Ps (Product, Price, Place, Promotion). There are several
marketing strategies like product innovation, pricing approach, promotion planning etc.
These business strategies, based on Mahindra & Mahindra marketing mix, help the brand
succeed.
Mahindra & Mahindra marketing strategy helps the brand/company to position itself
competitively in the market and achieve its business goals & objectives.
Let us start the Mahindra & Mahindra Marketing Strategy & Mix to understand its product,
pricing, advertising & distribution strategies.

4PS OF THE MARKETING

1)PRODUCT

2)PRICE

3)PLACE

4)PROMOTION
 Page 2.6

Mahindra & Mahindra Product Strategy:

The product strategy and mix in Mahindra & Mahindra marketing strategy can be explained
as follows:

Mahindra & Mahindra has a huge product mix with product lines of personal vehicles,
commercial vehicles, electric vehicles, application trucks, trucks, light trucks and buses. In
the personal cars category, Mahindra & Mahindra has a wide range of Utility vehicles,
Multi-utility vehicles, Sports utility vehicles and sedans. Mahindra Bolero has been the one
of the best UVs in India. Mahindra & Mahindra trucks are known to be powerful, durable
and reliable. Cars such as Scorpio, KUV100, XUV 500, Quanto, Xylo, Rexton, Korando,
Kyron offer a lot of modern features with the toughness that Mahindra promises. This gives
an insight in the product strategy in the marketing mix of Mahindra & Mahindra. They come
in vibrant colors ranging from dazzling silver, fiery orange to flamboyant red and midnight
black.

Being an environment conscious company Mahindra & Mahindra is trying to find

environment friendly alternatives, e2o and eSupro are proof of such commitments. These
are the electric cars that Mahindra & Mahindra is currently offering. E2o is a car whereas
eSupro is a cargo van with zero emissions.
In the commercial cars category Mahindra & Mahindra boosts of Imperio, Alfa, Bolero
pickup, Bolero Camper, Bolero Maxi truck. They are technologically advanced cargo
vehicles used for loading and unloading. Bolero pickup has been a pioneer in the market for
the last ten years now.
 PAGE 2.7

Mahindra & Mahindra Price/Pricing Strategy:

Below is the pricing strategy in Mahindra & Mahindra marketing strategy:

Mahindra & Mahindra has targeted different market segments with their different vehicles.

XUV 500 is for the cosmopolitan population with international quality car and advance technology
and style. Bolero is more for more price conscious, middle class consumers in smaller towns.
Therefore, the pricing strategy in the marketing mix of the automobiles is done keeping the market
segment and the competitors in mind. The automobiles in the product portfolio ranges from as low as
4.54 lakhs to 40 lakhs. Mahindra Scorpio ranges from Rs.8.11 lakhs to Rs.15.05 lakhs.

Different versions of XUV500 can be bought from Rs.12 lakhs to Rs. 17.9 lakhs. Mahindra Thar
ranges from 5.22 lakhs to 8.38 lakhs. Mahindra Rexton is the premium range SUV with superior
features in the price range from 20.94 lakhs to 24.74 lakhs. Mahindra & Mahindra’s commercial
vehicles are very popular for their ruggedness and toughness. Mahindra Truxo ranges from 17 lakhs
to 22 lakhs. Mahindra & Mahindra follows competitive pricing as its price range is very similar to its
competitors. In fact, some commercial vehicles are priced marginally lower than the competitors.

PAGE 2.8
Mahindra & Mahindra Place & Distribution Strategy:

Following is the distribution strategy in the Mahindra & Mahindra marketing mix:

Mahindra & Mahindra has a distribution network spanning the length and breadth of India.
Mahindra & Mahindra has 300 dealerships spread across 240 cities. Around 1300 up-
country outlets have been set up to serve the rural and semi-urban areas in the country.
Mahindra & Mahindra has an efficient and effective warehouse and clearing and forwarding
facility. SRP group supports Mahindra in logistics and warehousing. Mahindra & Mahindra
has dealerships across the country which are equipped to handle sales and service for
personal and commercial vehicles both. Their network reaches the remotest of places like
Kargil, Port Blair, Barmer and Jaisalmer to name a few. Mahindra & Mahindra has further
broadened its horizon by collaborating with ecommerce platforms giving further boost to the
sales for online customers.

Mahindra & Mahindra has a large customer base in the rural areas but due to poor
infrastructure and lack of facilities it is hard to penetrate the rural market. Therefore,
Mahindra & Mahindra came up with an innovative idea and helped in developing
dealership’s infrastructure in the rural areas through its “Samriddhi Centres”.

Through these centres farmers got valuable information on weather, crops and farm
productivity which attracted the farmers to these dealerships and turned them into loyal
customers.
 Page 2.9

Mahindra & Mahindra Promotion & Advertising Strategy:

The promotional and advertising strategy in the Mahindra & Mahindra marketing strategy is
as follows:

Mahindra & Mahindra advertises very smartly and adequately. Mahindra & Mahindra’s
“Live young, Live free “campaign became popular in 2012. Mahindra & Mahindra follows
an aggressive promotional strategy in its marketing mix. It showed Mahindra’s portfolio of
vehicles in tough terrains of different parts of India. They made Varun Dhawan as their
brand ambassador to target the younger audience. The advertisement made with the actor
had great content and complimentary music. Their advertising strategy is not confined to
just television. Mahindra & Mahindra do a lot of print, digital and media advertising as well.
They host on ground events like the Mahindra adventure initiative. Mahindra & Mahindra
has a huge fan base on social media. Various events and contests like the Dubsmash & win
KUV100 contest are played on the social media to create buzz and for customer
engagement. It has around 17 million fans across various brands and over 40 million views
on different videos on YouTube.

Mahindra & Mahindra does a lot of promotion through road show. It is a great platform in
terms of customer engagement and creating an extraordinary experience. Mahindra
organized a multiple city road show to promote Quanto. It helped the audience relate to the
holiday theme of the car. Hence, this covers the entire marketing mix of Mahindra &
Mahindra.
 Page 2.10

CHAPTER 3

Research Methodology

A research process consists of stages or steps that guide the project from its conception
through the final analysis, recommendations and ultimate actions. The research process
provides a systematic, planned approach to the research project and ensures that all
aspects of the research project are consistent with each other.

Research studies evolve through a series of steps, each representing the answer to a key
question.

INTRODUCTION

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also
dealt
with and lead to a logical deduction towards the analysis and results.

RESEARCH DESIGN
I propose to first conduct a intensive secondary research understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on
which certain issues shall be selected, which I feel remain unanswered or liable to
change, this shall be further taken up in the next stage of exploratory research. This
stage shall help me important question and issue, which inhabit growth and
segmentation in the industry.

Page 3.1
The various tasks that I have undertaken in the research design process are :

* Defining the information need

* Design the exploratory, descriptive and causal research.

RE SEARCH PROCE SS
The research process has four distinct yet interrelated steps for research analysis It has
a logical and hierarchical ordering:
* Determination of information research problem.
* Development of appropriate research design.
* Execution of research design.
* Communication of results.
Each step is viewed as a separate process that include combination of task , step and
specific procedure. The undertake are logical, objective, systematic, reliable, valid,
impersonal and ongoing.

EXPLORATORY Rexplorat

The method I used for exploratory research was

* Primary Data

* Secondary data
 Page 3.2

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data
which is previously gathered data. An example is information gathered by a
questionnaire.

Qualitative or quantitative data that are newly collected in the course of research,
Consists of original information that comes from people and includes information
gathered from surveys, focus groups, independent observations and test results. Data
gathered by the researcher in the act of conducting research. This is contrasted to
secondary data, which entails the use of data gathered by someone other than the
researcher information that is obtained directly from first-hand sources by means of
surveys, observation or experimentation.
Primary data is basically collected by getting questionnaire filled by the respondents.
 Page 3.3

SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose.

Sources include census reports, trade publications, and subscription services. There are
two types of secondary data: internal and external secondary data. Information
compiled
inside or outside the organization for some purpose other than the current investigation
Researching information, which has already been published? Market information
compiled for purposes other than the current research effort; it can be internal data,
such
as existing sales-tracking information, or it can be research conducted by someone else,
such as a market research company or the U.S. government.

Secondary source of data used consists of books and websites

My proposal is to first conduct a intensive secondary research to understand the full
impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which I feel remain unanswered or
liable to change, this shall be further taken up in the next stage of exploratory research.
 Page 3.4
Chapter 4

DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The questionnaire
method has come to the more widely used and economical means of data collection.

The common factor in all varieties of the questionnaire method is this reliance on
verbal responses to questions, written or oral. I found it essential to make sure the
questionnaire was easy to read and understand to all spectrums of people in the sample.
It was also important as researcher to respect the samples time and energy hence the
questionnaire was designed in such a way, that its administration would not exceed 4-5
mines. These questionnaires were personally administered.

The first hand information was collected by making the people fill the questionnaires.

The primary data collected by directly interacting with the people. The respondents
were contacted at shopping malls, markets, places that were near to showrooms of the
consumer durable products etc. The data was collected by interacting with 200
respondents who filled the questionnaires and gave me the required necessary
information. The respondents consisted of housewives, students, businessmen,
professionals etc. the required information was collected by directly interacting with
these respondents.
Page 4.1

DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION

It is a description of the characteristics of that group of people whom a course is

intended. It attempts to describe them as they are rather than as the describer would
like them to be. Also called the audience the audience to be served by our project
includes key demographic information (i.e.; age, sex etc.).The specific population
intended as beneficiaries of a program. This will be either all or a subset of potential
users, such as adolescents, women, rural residents, or the residents of a particular
geographic area. Topic areas: Governance, Accountability and Evaluation, Operations
Management and Leadership. A population to be reached through some action or
intervention; demography groups with specific demographic or geographic
characteristics. The group of people you are trying to reach with a particular strategy
or activity. The target population is the population I want to make conclude an ideal
situation; the sampling frames to matches the target population. A specific resource set
that is the object or target of investigation.

The audience defined in age, background, ability, and preferences, among other things,
for which a given course of instruction intended.
I have selected the sample trough Simple random Sampling.
Page 4.2

SAMPLE SIZE:

This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors .

* Project goals.
* How you plan to analyse your data.
* How variable your data are or are likely to be.
* How precisely you want to measure change or trend.
* The number of years over which you want to detect a trend.
* How many times a year you will sample each point.
* How much money and manpower you have.

SAMPLE SIZE
I have targeted 150people in the age group above 21 years for the purpose of the
research.

The target population influences the sample size. The target population represents the
Delhi regions. . The people were from different professional backgrounds.

The details of our sample are explained in chapter named primary research where the
divisions are explained in demographics section.
Page 4.3