A STUDY ON BRAND AWARNESS OF MAHINDRA AUTOMOBILES WITH SPECIAL

REFERANCE IN (SALEM-DISTRICT)

JUSTIFICATION OF THE TOPIC

The aim of the study is to find out methods to create a brand awareness of Mahindra
vehicles, its brand image and brand identity in order to make stronger the brand and increase a
competitive advantage over other similar brands. To fulfil clients’ desires through offering high-
quality goods and services, recognize how customers behave, make the decision to buy items or
services, what factors influence the ones selections and how do these elements exchange their
purchasing sample enhance income offerings and broadening consumer base decide what function
do the elements influencing customer’s conduct play inside the sales of goods? improve the brand
cost and image focus.

OBJECTIVES OF THE STUDY

The study conducted with reference to study on the brand awareness of Mahindra
automobiles. The important objective of this study are: -

 To study about the present level of brand awareness of Mahindra automobiles.

 To analysis about the efficiency of brand awareness in buying pattern.

 To suggest some techniques to improve the brand awareness in society.

SCOPE OF THE STUDY

This study was conducted with reference to “a study on the brand awareness of Mahindra
automobiles an authorized dealer for Mahindra automobiles in Salem District.

This study was conducted to evaluate the brand awareness adopted by of Mahindra &
Mahindra hence it studies the marketing activities. It also studies the opinion of the management
towards publicity and promotion of products of the company. The study also makes an effort to show
the inter-relation between the product and the consumer to know how of Mahindra automobiles
would compete with its competitors in recent years in marketing and promotional Activities.

The overall scope of the present study considers all the variables and factors that have major
impact over the customers in considering brands. This especially included how a customer regally
evaluate recognizes the brand and what position particular brand occupies in the customer mind.

This includes how a customer gets attracted towards the brands and what makes a brand
highly significant over their competitive brand. The study includes how brand awareness among
potential customers can be maintained and improves. The project has been done in Salem (District).
After the survey was done the data was analysed and relevant suggestion were made in order to
improve its brand awareness of Mahindra automobiles.

The result of study helps the company to gives better service to their customers, as the
feedback is directly got from the customers. It also provides a base for the company to gear up to the
customer’s demands and expectations and has and understanding of customer needs and
preferences in the future.

STATEMENT OF THE PROBLEM

In the emerging knowledge-based economy it has become necessary to know how much
market power lies with the brand name. the study of brand awareness is essential in marketing
planning. Customer needs and preferences keep changing were brands ultimately command
customer’s loyalty.

The realistic side of the problem is to know the acceptance level of the brand awareness
towards the product. This study will helps us to understand the brand awareness and what problems
are being faced by the consumers, to which appropriate measure to be taken to solve the problems.

This project has mainly been taken up to understand the brand awareness buying motives to
ensure the “Brand Awareness towards Mahindra Automobiles” apart from this, it is to understand
the new opportunities in the market for the improvement of brand awareness and sales towards the
products.
RESEARCH METHODOLOGY

Research in common parlance refers to search for knowledge. One can also define research
as a scientific and systematic search for pertinent information on a specific topic. In fact, research is
an art of scientific investigation. The advanced learner’s dictionary of current English lays down the
meaning of research as a care full investigation or inquiry especially through search for new fact in
any branch of knowledge.” In short, the search for knowledge objective and systematic methods of
finding solution to problem in research.”

The formidable problem that follows the task of designing the research project is known as
the “Research Design.” The design of a quantitative research study includes the method for data. The
sample design and construction of the data collection instrument.

1. Purpose of Enquiry: the scope of the enquiry is to support the data required to make study
on – A study on brand awareness of Mahindra automobile.

2. Scope of Data: the scope of enquiry is limited to the study of the topic concerned only.

3. Sources of Data: the data collection primary data.

 Nature and type of enquiry: non-official non-confidential

 Direct: 100%accurate data.

 RESEARCH DESIGN

“A research design is the arrangement of condition for condition and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.” In
fact, the research design is the conceptual structure within which research is conducted. A constitute
the blueprint of the collection, measurement, and analysis of the data.

 SOURCES OF DATA

Sources of data can be classified into two ways,

 Primary Data

 Secondary Data

1.Primary Data

It refers to the hand information which is original in character that an investigator himself
collected from the respondent. Primary data required for the study were generated from individuals,
questionnaire and from the discussion made with people. In this research the research collects
primary data through questionnaire method. Collected for the purpose of study.

 A detailed questionnaire was handed over to a chosen sample.

 Frequent visitors

 Interaction with customer

  Discussion with executives

2.Secondary Data

The secondary data are those which have already being collected by someone else, which
have already passed through the statistical process. The main source of secondary data collection
from Books and Internet.

 Product broachers.

 Previous annual report.

 Magazines & Journals.

Techniques for data analysis

Questionnaire method was used as research instrument for this study. Closed ended
questionnaires are used for the customers to answer the questions.