Internship Report On Buyers Byuing Behaviour of Ma - 231106 - 215319

EXECUTIVE SUMMARY
Today we are moving in that era , where companies are not just a single entity , they are
moving away from the traditional way they used to be , breaking barriers of being limited to a single
sector , understanding the needs of different segments of the consumers , and integrated from other
firms who are in completely different sectors; that is slowly we are moving in a interdependent
economy and all this can be attributed to numerous reasons , but some of the prominent causes for this
fundamental shift in globalization , use of innovative tools , techniques , methods in businesses,
technological advancements, and changing costumers and society.
Mahindra & Mahindra , the market leader in multi utility vehicles in India. The company started
manufacturing commercial vehicles in 1945. Mahindra & Mahindra is the leader by are in commercial
vehicle and the second largest in passenger vehicle market . The company is the world’s sixth largest
medium and heavy commercial vehicle manufacturing.
The topic of my project is “Buyers buying behavior of Mahindra &Mahindra”. The detailed analysis
of a consumer behavior and brand preference
The study gives an overview of the Indian automotive industry, its major players , growth and
outlook. This report also provide ample of information regarding Mahindra & Mahindra . This report
provides an analysis of the internal as well as external situation of Mahindra & Mahindra in the form
of SWOT analysis and PORTER’S FIVE FORCES MODEL.
This project aimed to comprehensively analyze the buying behavior of consumers towards
Mahindra products within the automotive industry. The primary objectives were to uncover the key
determinants influencing purchasing decisions , segment the market based on consumer characteristics
, and provide actionable recommendations to refine Mahindra’s marketing and sales strategies.
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Objectives Of Study
Primary Objectives:
• Understanding Consumer Preference:

The primary goal of this study is to delve into the factors that shape consumer preferences for
Mahindra’s products. This involves identifying the specific features, benefits, and values that resonate
most strongly with consumers.
Secondary Objectives:
• Identify influential factors:

The project sought to ascertain the critical elements driving consumer choice when considering
Mahindra products. This included factors such as price, brand perception, product features, customer
reviews, and after-sales support.
• Market Segmentation:
To gain a comprehensive understandings of Mahindra’s customer base, this study aims to analyze the
demographic, psychographics, and behavioral segments that the company targets. This will prove
valuable insights into the diverse needs and preferences of different consumers.
• Recommendations Formulation:
• Drawing from our findings, the project aimed to propose targeted strategies and initiatives that
Mahindra could implement to optimize its market positioning and enhance consumer satisfaction.
• Assessing Brand Perception:
Another key objective is to evaluate how consumers perceive the Mahindra brand. This includes
examining brand image, reputation, and the emotional connections that consumers may have with the
brand.
• To study and analyze the promotional strategies of MAHINDRA.
• To know whether the customers are satisfied with the offers given by the dealer.
• To know the influence of various marketing strategies, promotional activities towards.
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• To study and analyze the customers perception regarding the usefulness of Mahindra cars.
Key Findings
1. Price Sensitivity And Affordability:

Price emerged as a pivotal factor influencing consumer decision making. A significant proportion of
respondents demonstrated a heightened sensitivity to pricing , seeking affordability in their purchases.
2. Brand Perception And Reputation :
Mahindra’s established reputation for reliability , durability, and innovation played a central role in
shaping consumer preferences. The brand was perceived positively , instilling trust and confidence
among consumers.
3. Product Features And Quality :
Consumer exhibited a strong inclination towards products offering advanced features , superior build
quality , and innovative technology. This underscored the importance of continuous product
development and enhancement.
4. Customer Reviews And Recommendation:
Positive word-of-mouth recommendation and online reviews were found to be powerful influencers are
of consumer trust and purchasing decisions. Ensuring a strong online presence and managing the
brand’s reputation online emerged as a critical aspect of consumer engagement.
5. After Sales Service And support:
The availability of reliable after sales service and support was identified as a significant driver of
consumer satisfaction and brand loyalty. Timely and efficient resolution of post purchase concerns
played a crucial role in fostering consumer trust.
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INTRODUCTION TO INDIAN AUTOMOBILE INDUSTRY
The automobile industry is one of the core industries in India economy, whose prospect is
reflective of the economic resilience of the economy. With the liberalization of the economy.
India has become the playground of major global automobile majors.
The automobile industry in India is gradually evolving to replicate those of developed countries. The
report focuses on the trends that are emerging in the industry across segment
namely, passenger cars/multi-utility vehicles, commercial vehicles, two-wheelers and tractors. The
qualitative analysis of the various trends reveals that the industry offers immense scope evenfor allied
industries and those looking at investing in the auto industry’s a background, a brief perspective of the
global automobile industry across segments has been provided with comparisons on Indian scenario
wherever needed. It discusses the current scenario in the industry, with detailed look on segmentation,
structure, and supply and demand scenarios. A detailed competitive analysis of the industry has been
provided backed warn comprehensive details on production, sales, exports and imports over the years,
across segments.
Sales have increased with the entry of several foreign manufacturers and the introduction ofnew
vehicle models.
The report also deals with aggressive marketing strategies undertaken by different manufacturers
in India. This highlights key issues influencing the automotive industry in India such as import and
excise duties, emission norms etc and it also deals with various government regulations.
The automotive industry stands as one of the most dynamic and fiercely competitive sectors
in the global economy . Within this landscape, Mahindra has emerged as a prominent player ,
synonymous with innovation , reliability, and a commitment to excellence. With a rich legacy dating
back to its inception in 1945 , Mahindra has steadily evolved into a global automotive conglomerate
encompassing a diverse portfolio of vehicles ranging from rugged utility vehicles to sophisticated
electric cars. Mahindra’s strategic footprint extends across numerous markets , each characterized by
its unique consumer demographics , preferences, and economic considerations. Understanding the
intricacies of consumer buying behavior is imperative for Mahindra’s sustained success and relevance
in this dynamic industry.
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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 aluminum 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 aluminum body. One of the fastest growing industries in the world is
automobile industry. This automobile industry even has its influence on of the Indian market. Probably
automobile industries occupy a large market share in the world market as well as in the Indian market.
Nearly 18% of the total national income is being incurred from the automobile industry. From this we
can estimate how important the automobile industry in the improvement of GDP of a country is. In India
automobile industry has a growth rate is at the average of 10-12%.
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INTRODUCTION TO TOPIC
Today’s society is warm urbanization and demonstration effect. With a view towards it, there
are drastic changes coming up in all sectors even in the automobile industries. The information
gives an insight about it.
In the present context the companies operate on the principle of natural selection –
“Survival of the fittest”. Only those companies will succeed which as best match to the current
environment imperatives – those who can deliver what the manufactures make.
Organization gain market leadership by understanding consumer needs and finding

solutions that delight consumers. If customer value and satisfaction are absent, no amount of
promotion or selling can be compensating. Hence the aim of marketing is to build and manage
profitable customer relationship.
Importance Of Understanding Consumer Buying Behavior For

Mahindra’s Marketing Strategy
Tailoring Products To Consumer Needs:
A profound comprehension of consumer preferences and behavior empowers Mahindra to

design and refine its products in alignment with evolving needs and aspirations of its target
market segments . This ensures that each vehicle is not just a mode of transportation, but a
solution that seamlessly integrates into the lives of consumers.
Strategic Pricing And Value Proposition:
The automotive market is characterized by a diverse range of consumer segments, each with
varying budget constraints and expectations, Mahindra can strategically price its vehicles,
ensuring they offer an exceptional value proposition that resonates with its target audiences.
Cultivating Brand Loyalty And trust:
Consumer trust and loyalty are pivotal for any brand’s enduring success. Understanding the
factors that influence buying decision allows Mahindra to build and nurture long term
relationships with its customers This includes ensuring consistent product quality, impeccable
after sales services, and maintaining a transparent and ethical business ethos.
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Innovative Product Development:
The automotive industry is at the cusp of a transformative technological revaluation, with

electric vehicles, autonomous driving and connectivity redefining the paradigm . By
comprehending consumer preferences, Mahindra can strategically invest in research and
development, ensuring its products are at the forefront of innovation and resonate with the tech-
savvy consumer.
Effective Marketing And Communication:
Understanding consumer behavior provides the foundation for targeted marketing efforts. By
tailoring, messaging , advertising channels, and promotional campaigns to align with consumer
preferences, Mahindra can ensure its brand remains relevant, resonant, and engaging in crowded
marketplace.
Market Expansion And Internationalization :

As Mahindra seems to expend its global footprint , understanding diverse consumer behaviors across
different geographies is paramount. This knowledge enables the company to navigate cultural nuances ,
regulatory environments , and consumer preferences, facilitating successful market entry and growth .
In summary, a comprehensive understanding of consumer buying behavior lies at the

core of Mahindra’s strategic vision. It empowers the company to create products that resonate
with consumers , build enduring brand loyalty, and navigate the complexities of an ever
evolving automotive landscape with precision and agility . Through this understanding,
Mahindra is poised not only to meet consumer expectations but to exceed them , ensuring its
continued success as a dynamic force in the automotive industry.
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COMPANY PROFILE
Vision statement: To create a fully collaborative environment in which suppliers can

deliver exactly what the company needs , when it needs it , and at a competitive cost.
Mission: To create India’s largest automobiles and automobiles related products
distribution network by providing dealers and customers with the largest choice of
unique word class products and services.
Mahindra & Mahindra Limited, automotive sector is a major player in the
automotive industry in India. It is a part of rs.8000 Crores Mahindra groups which
manufacturers multi utility vehicles , light commercial vehicles, three wheelers two
wheelers.
Mahindra & Mahindra association with the automobiles business dates back to
1945. The company was incorporated in 1945 and was originally formed to manufacture
utility vehicles for the Indian market , initially by importing and assembling Willys Jeep
Kits .The manufacturer of utility vehicles commenced in 1954 in collaboration with
Willys Overland Corporation and its successors , Kaiser Jeep Corporation and American
Motor Corporation. The company commenced manufacturing Light Commercial
Vehicles in 1965. The company has recently entered the three wheeler market.
Over the years , the Mahindra brand of vehicles have to come to represent
high quality , ruggedness , durability , reliability, easy maintenance and operational
economy .
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These are the qualities that have endeared the vehicles to individuals as well as
institution like the Indian armed force . Mahindra & Mahindra is the leader in the MUV
business in the country since inception
HISTORY
Mahindra & Mahindra was founded as a steel trading company on 2 October 1945. In Ludhiana as
Mahindra & Muhammad by brothers Kailash Chandra Mahindra and Jagdish Chandra Mahindra along
with Malik Ghulam Muhammad (1895-1956). Annand Mahindra, the present Chairman of Mahindra
Group, is the grandson of Jagdish Chandra Mahindra. After India gained independence and Pakistan was
formed, Muhammad emigrated to Pakistan. He acquired Pakistani citizenship and became the first
finance minister of Pakistan. He served as Governor-General of Pakistan from 1951 to 1956.
1945 – Mahindra &Mahindra Is Incorporated:
When the brand came into existence, it was called Muhammad and Mahindra. The company
was formed by J.C. Mahindra; K.C. Mahindra and Malik Ghulam Muhammad in Ludhiana,
Punjab with an objective of trading steel.
1947 – The Partition - When the whole country was celebrating the independence, people in
Punjab were struck upon by the blow of partition. The country was divided into two parts,
namely India and Pakistan. Malik Ghulam Muhammad decided to leave India and the company
too. After immigrating to Pakistan, he became the first finance minister of the newly born
country. In this year only, 75 Jeeps from Willys Overland Export Corporation, come to India via
CKD route, assembled at Mazagaon, Bombay.
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1948 – There’s a lot In A Name - Following the withdrawal of Muhammad, K.C. Mahindra
changed the name to Mahindra and Mahindra in 1948. The company started trading steel with
companies from the UK. In the meantime, Mahindra also obtained the license for manufacturing
Willys Jeeps in India.
Mahindra began producing Willys CJ3A jeep in 1949. This was the first-ever off-roader to be
made by the company. CJ3A was a 4-wheel drive off- roader that was introduced for the Indian
audience.
Within a span of 4 years, the CJ3A was upgraded to CJ3B by Willys after it was bought
by Kaiser Motors. This generation of CJ was licensed to Mitsubishi in Japan and Mahindra and
Mahindra in India.
1955 – The Company Goes Public-On 15th June 1955, Mahindra and Mahindra’s shares were
listed on the Bombay stock exchange. The foundation for the legacy was laid. The company
began the advent towards the future.
1961 – M&M and International Harvester, USA- The Indian automaker back in 1961
collaborated with the USA based manufacturer of agriculture machinery, construction
equipment, trucks etc. to manufacture tractors. Tractors division was born.
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1983 – The Pinnacle in Tractor Market- Mahindra became the largest selling tractor maker
in India, the feat which is still on. No other manufacturer has been able to challenge the top
position in the past three decades.
MANUFACTURE DETAILS:
Mahindra & Mahindra Limited is an Indian multinational automotive manufacturing

corporation headquartered in Mumbai, Maharashtra, India. It was established in 1945 as
Mahindra & Muhammad and later renamed as Mahindra & Mahindra. It is one of the largest
vehicle manufacturers by production in India. Its subsidiary Mahindra Tractors is the largest
manufacturer of tractors in the world by volume. It is a part of the Mahindra Group, an Indian
conglomerate. It was ranked 17th on a list of top companies in India by Fortune India 500 in
2018. Its major competitors in the Indian market include Maruti Suzuki and Tata Motors.
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Mahindra in North America:
Mahindra planned to sell the diesel SUVs and pickup trucks starting in late 2010 in North
America through an independent distributor, Global Vehicles USA, based In Alpharetta,
Georgia. Mahindra announced it would import pickup trucks from India In knockdown kit
(CKD) form to circumvent the Chicken tax. CKDs are complete vehicles that were assembled
in the United States from kits of parts shipped in crates. On 18 October 2010, however, it was
reported that Mahindra had indefinitely delayed the launch of vehicles into the North American
market, citing legal issues between it and global Vehicles after Mahindra retracted its contract
with Global Vehicles earlier in 2010, due to a decision to sell the vehicles directly to consumers
instead of through Global Vehicles.
However, a November 2010 report quoted John Perez, the CEO of Global Vehicles USA, as
estimating that he expected Mahindra’s small Diesel pickups to go on sale in the United States
by spring 2011, although legal complications remained, and Perez, while hopeful, admitted that
arbitration could take more than a year. Later reports suggested that the delays may be due to
Mahindra scrapping the original model of the truck and replacing it with an upgraded one before
selling them to Americans. In June 2012, a mass tort lawsuit was filed against Mahindra by its
American dealers, alleging the company of conspiracy and fraud. Mahindra Automotive North
America (MANA), the company’s U.S. subsidiary, opened a car manufacturing plant in Detroit,
Michigan on 20 November 2017. The plant employs 250 people and is the first automotive
production facility to open in Detroit in 25 years. The first product from the new facility was
launched on 2 March 2018 as the Mahindra Roxor.
Automobiles:
Mahindra began assembling the Jeep CJ3 in 1954, and light commercial vehicles in 1965. In
1979 the licensed assembly of Peugeot diesel four-cylinder engines and transmissions began,
and in 1982 a tie-up with Kia Motors to build their four-speed KMT90 transmission and transfer
case was announced. Mahindra’s MM range was a mainstay of the line-up and was eventually
also offered with a 1.8-liter Isuzu petrol engine in addition to International and Peugeot diesels.
Mahindra started making passenger vehicles firstly with the Logan in April 2007 under the
Mahindra Renault joint venture. M&M made its maiden entry into the heavy trucks segment
with the Mahindra Truck and Bus Division, the joint venture with International Truck, USA.
Mahindra produces a wide range of vehicles, including MUVs, LCVs and three-wheelers. It
manufactures over 20 models of cars, including larger, multi-utility vehicles like the Scorpio
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and the Bolero. It formerly had a joint venture With Ford called Ford India Private Limited to
build passenger cars.
At the 2008 Delhi Auto Show, Mahindra executives said the company was pursuing an
aggressive product expansion program that would see the launch of several new platforms and
vehicles over the next three years, including an entry-level SUV designed to seat five passengers
and powered by a small, turbocharged Diesel engine. True to their word, Mahindra & Mahindra
launched the Mahindra Xylo in January 2009, selling over 15,000 units in its first six months.
Also in early 2008, Mahindra commenced its first overseas CKD operations with the
launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian Auto Group. This
was soon followed by assembly facilities in Brazil, Mahindra & Mahindra has a controlling
stake in Mahindra REVA Electric Vehicles, In 2011, it also gained a controlling stake in South
Korea’s SsangYong Motor Company.
Mahindra launched its relatively heavily publicized SUV, XUV500, code-named as

W201 in September 2011. The new SUV by Mahindra was designed in-house and it was
developed on the first global SUV platform that could be used for developing more SUVs.
In India, the new Mahindra XUV 500 came in a price range between ₹1,140,000–
1,500,000. The company was expected to launch three products in 2015 and an XUV 500 hybrid.
Mahindra’s two-wheeler segment launched a new scooter in the first quarter of 2015. Besides
India, the company also targeted Europe,
Africa, Australia and Latin America for this model. Mahindra President Mr. Pawan
Goenka stated that the company planned to launch six new models in the Year. The company
launched the CNG version of its mini truck Maxximo on 29 June 2012. A new version of the
Verito in Diesel and petrol options was launched by the company on 26 July 2012 to compete
with Maruti’s Dzire and Toyota Kirloskar Motor’s Etios. On 30 July 2015, Mahindra released
sketches of a new compact SUV called the TUV300 slated to be launched on 10 September
2015. The TUV300 design took cues from a battle tank and used a downsized version of the
mHawk engine found on the XUV500, Scorpio and some models of the Xylo. This new engine
was dubbed the mHawk80. In 2015, Mahindra introduced an app based intra-city cargo platform
known as SMARTSHIFT, a load exchange platform for small commercial vehicles. In 2018,
Mahindra announced merger of SMARTSHIFT with Mumbai-based logistics solutions provider
Porter.
On 3 September 2018, Mahindra Marazzo the shark inspired vehicle was launched in
collaboration with Mahindra Research Valley, MANA and Pininfarina in four variants. In
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August 2020, M&M and Israel-based REE Automotive signed a memorandum of understanding
to explore development and manufacturing of electric commercial vehicles for global markets.
In October 2020, Mahindra launched the second-generation Thar 2020 – the All-New Thar.
In 2021, Mahindra launched the XUV700.
Under the “Mahindra” brand name, the company produces SUVs, Multi utility vehicles,
pickups, lightweight commercial vehicles, heavyweight commercial vehicles, two wheeled
motorcycles and tractors. Mahindra maintains business relations with foreign companies like
Renault SA, France.
M&M has a global presence and its products are exported to several countries. Its
automotive global subsidiaries include:
• Mahindra Europe S.r.l. based in Italy
• Mahindra Automotive North America (MANA) in US.,
• Automobile Pininfarina in Italy
• Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.
• Mahindra Australia
PRODUCT PROFILE
Mahindra kuv100:
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Variants – KUV100 has 14 versions available in India. It is offered in 7 petrol and 7 diesel
models, K2, K4, K6 and K8. It comes in 7 colours, namely, Flamboyant Red, Aquamarine, Fiery
Orange, Pearl White, Dazzling Silver, Designer Grey and Midnight Black.
Engine – KUV100 uses Mahindra’s first-ever indigenously developed 1.2-litre 3-cylinder

mFalcon G80, multi-point fuel injection (MPFI) with Dual Variable Valve Timing petrol engine
with output of 61 kW (82 bhp) @ 5500 rpm of maximum power and 115 Nm @ 3500–3600
rpm of peak torque. It also promises to deliver a fuel consumption of 18.15 km/l. Its diesel
variant uses a 1.2-litre 3-cylinder mFalcon D75, turbocharger with intercooler, common rail
Direct Injection technology engine. It is capable of delivering 57.4 kW (77 bhp) @ 3750 rpm
of power and 190 Nm @ 1750–2250 rpm of torque with the Help of a 5-speed manual gearbox.
It is capable of delivering a fuel consumption of 25.32 km/l. Dimension-wise, it is identical to
the petrol version and apart from the diesel motor no additional features are added.
Safety – KUV standard features include dual front airbags for the safety of driver and co- driver,
anti-lock braking system (ABS) with electronic brake-force distribution (EBD) and front seat
belt pretensions which ensure the safety of all its occupants The other safety features are
collapsible steering column, child safety locks on rear doors, speed sensing automatic door
locks, automatic hazard warning lamps on panic braking or bonnet opening, automatic hazard
warning lamps on crash, anti-theft security alarm, anti-slip clips for driver side floor mat, and
ISOFIX child seat mounts on rear seat.
MAHINDRA BOLERO:
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Design – The basic design is based on the Mahindra Armada Grand. The first-generation Bolero
was equipped with a Peugeot 2.5 L (150 in3) IDI engine which produced 76 PS (56 kW),
although turbocharged versions with or without an intercooler were also available, raising power
to 95 or 101 PS (70 or 74 kW) respectively.
The second generation was released with slightly modified exteriors (a larger grille
being the most obvious change) and the major change was the engine, a 2.5 L (150 in3) in-house
engine from Mahindra. It is powered by a 72 PS (53 kW) 2,523 cc (154.0 cu in) turbocharged
direct injection diesel engine. In September 2011, the third generation Bolero was released, with
a more thoroughly re-designed front with jeweled headlamps. In India it is powered by the 63
PS (46 kW) M2DiCR diesel engine with a “soft turbo”, mated to a five-speed transmission. This
latest engine meets the Bharat IV emissions standards.
Models and trims – The Bolero is offered in the Indian domestic market in the following trims:
• EX – The “no-frills” base model includes vinyl seats, basic digital instruments, and engine
immobilization but lacks even the most rudimentary of modern conveniences such as power
steering or air conditioning.
• SLE – This trim replaces vinyl with a fabric/vinyl mix, and adds power steering, air
conditioning, a heater, a second row centre armrest, a remote fuel lid opener, and a spare wheel
cover.
• SLX – Adds CD and MP3 capability, body colour ORVM, a body colour spare wheel cover
insert, wood finish on the central console, power windows, central locking, keyless entry, and a
12-volt port.
• ZLX – the top of the line ZLX trim adds the Mahindra Micro Hybrid System, a more advanced
driver info system, exterior graphics, a rear windshield wiper, and VMS
• The DI is similar to the EX trim but is fitted with the rugged DI engine. The EX, SLE, SLX and
ZLX meanwhile are available with the M2DiCR low-cost common rail engine, which meets the
BS IV emissions standards.
• Bolero Power+ – Powered by the mHAWKD70 engine, available in ZLX (top end), SLX, SLE,
and LX variants. This model is 112 mm (4.4 in) shorter than a regular Bolero, down to 3,995
mm (157.3 in) thanks to smaller front and rear bumpers. The old 2.5-litre four- cylinder m2DiCR
engine is replaced with the 1.5 three-cylinder mHawkD70 diesel. This produces more power
(52.5 kilowatt/ 71 hp and torque remains same 195 nm) than earlier models. Otherwise, interiors
and exteriors remain unchanged.
• Now B4, B6 and B6 optional launched since April 2020.
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An ambulance model is also available. The five-seat pickup version of the Bolero
(nowadays known as the Bolero Camper) entered production in Uruguay as the “Cimarron” in
June 2004.
MAHINDRA SCORPIO:
mHawk Engine –
The mHawk diesel engine is a VTG-turbocharged and intercooled four- cylinder that displaces
2.2-litres. It has a 85 mm × 96 mm (3.35 in x 3.78 in) cylinder bore and piston stroke. The
engine delivers a power of 140 PS (138 bhp; 103 kW) and produces 320 N⋅m (236 lb⋅ft) of
torque. A Bosch common-rail direct-injection system with solenoid injectors is used. The
mHawk is equipped with chain-driven overhead camshafts and hydraulic lash adjusters; its
compression is ε=16.5…18.5, depending on the model.
Pre-Facelift (2002-2006)-
The Mahindra Scorpio was first launched in India on 20 June 2002. Soon after its success, the
Mahindra Scorpio was later received a minor update to include plush seats, rear centre armrest,
dual-tone exterior colour, and various minor changes. The vehicle was sold in Europe as the
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Mahindra Goa with first sales in Italy in 2003. In 2006, Mahindra announced that Scorpios sold
in Russia will be made as kits with a joint venture partner.
First facelift (2006-2009)-
In April 2006, Mahindra launched the first facelift of the Scorpio, marketed as the All-New
Scorpio. At the Auto Expo 2006 in Delhi, Mahindra also showcased their future plans on the
Scorpio model by showcasing a hybrid Scorpio with a CRDe engine and a Scorpio based on a
pickup truck.
The hybrid, the first such vehicle developed in India, was developed by Arun Juara, a former
employee of Ford. His senior, Pawan Goenka, a former engineer at GM, heads Mahindra’s
automotive division and oversees the Scorpio project. A pickup Truck version of the Scorpio
was launched in India in June 2007, known as the Scorpio Getaway. On 21 September 2008,
the Scorpio was updated with a 6-speed automatic transmission.
Second facelift (2009-2014)-
The second facelift of the Mahindra Scorpio was largely cosmetic, with key changes including
the headlight housings, bonnet and bumper designs. There were also minor increases in power
and torque. On 14 April 2009, Mahindra revealed a concept of a diesel- electric hybrid version
of their Scorpio SUV at the 2008 SAE World Congress.
The Mahindra Scorpio Getaway was launched in Australia in mid-2009, marketed there
as the Mahindra Pik-Up. It received additional safety features compared to the Indian model,
such as ABS brakes and airbags in an attempt to raise its rating to a minimum of 3 stars from
the current 2 star ANCAP rating. The 2012 model scored 6.6 points out of a possible 16, giving
it a 3-star ANCAP rating.
Third facelift (2014-2017)-
The Mahindra Scorpio received its facelift on 25 September 2014, featuring a redesigned front
and rear fascias and a new dashboard. A revised automatic variant of the Scorpio was launched
in 2015.
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MAHINDRA THAR:
First generation-
The vehicle was launched in the Indian market on October 4, 2010 to fill the void left by its
predecessor, the Mahindra MM540. The Thar has been voted one of the top-10 SUVs available
in the Indian market. Three variants – DI 2WD, DI 4WD, and CRDe, are available with soft-
top versions. The Thar also comes with a seven-seater option, though it can be converted into a
two-seater.
Second generation-
The second generation Thar was unveiled on August 15, 2020. 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 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.
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Safety – The Indian manufactured second-generation Mahindra Thar was tested by the Global
NCAP in its most basic safety specification (for India) of two airbags, and ISOFIX child seat
mounts as standard. It achieved four stars for both, adult and child occupant protection. Its
structure was deemed to be capable of withstanding further loading but the foot well became
unstable on impact. The Thar does not offer side airbags even as an option on any variant but
offers ESC as an option on higher variants. The manufacturer sponsored a side impact test in
which it comfortably passed UNECE R95 regulation despite not being equipped with side
airbags. The manufacturer also sponsored an ESC test and while the model met minimum UN
requirements, it showed unstable dynamic behaviour and Global NCAP recommended a review
and improvement.
MAHINDRA XUV300:
Engine – 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.
Safety – The Mahindra XUV300 was tested in its most basic safety specification of 2 airbags
and standard ISOFIX anchorages. It scored 5 stars for adult occupant protection and 4 stars for
child occupant protection, scoring the highest combined rating for any Indian car tested yet and
the first four-star child safety rating. Its structure was deemed to be capable of higher loading.
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It is also the first five-star rated car to offer side and curtain airbags as an option. It offers side,
curtain and knee airbags only as an option on all variants. ESC is optional.
ISOFIX anchorages are standard. The car offers head restraints for all passengers in its higher
variants; however the three-point seatbelt which was available for the middle rear occupant on
higher variants at launch has now been replaced by a less safe 2-point lap belt across the range.
Mahindra sponsored a UN ESC test and pedestrian protection test with Global NCAP, which it
passed, hence earning the car Global NCAP’s coveted Safer Choice Award.
MAHINDRA XUV700:
Overview – The vehicle was introduced on 14 August 2021. 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. 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
turbo diesel.
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). 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.
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An all-wheel-drive variant is also available .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. 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.
Safety – Mahindra XUV700 is rated 5 stars for adult safety and 4 stars for child occupant score
by Global NCAP. The vehicle tested is in the most basic safety specification, fitted with two
airbags, ABS and ISOFIX anchorages.
Awards
• Bombay Chamber Good Corporate Citizen Award for 2006–07.
• Business world FICCI-SEDF Corporate Social Responsibility Award 2007.
• The Brand Trust Report ranked M&M as India’s 10th Most Trusted Brand in its India Study
2014 survey (from 20,000 brands analyzed).
• The Farm Equipment division received the Deming Prize in 2003.
• The Farm Equipment division received the Japan Quality Medal in 2007.
• The US based Reputation Institute ranked M&M amongst the top Ten Indian companies in its
‘Global 200: The World’s Best Corporate Reputations’ list for 2008.
• Blue bytes News rated M&M as India’s second Most Reputed Car Company conducted for the
Auto (Cars) Sector in 2012.
• Mahindra won top Corporate Governance and CSR awards at Asia money Awards 2016.
• Mahindra was named ‘Manufacturing Innovator of the Year’ by TIME India Awards in 2017.
• The company become the first Carbon Neutral plant facility in 2018.
• In 2018, seven automotive plants of Mahindra & Mahindra (M&M) bagged the prestigious
Japan Institute of Plant Maintenance (JIPM) award.
• Mahindra was named India’s Best Brand by Interbrand in 2019.
• Mahindra & Mahindra was among 2000 largest companies of the world in the Forbes 2000 list.
• The company was 23rd on Fortune’s global ‘Change the World’ list 2019.
• Mahindra Automotive was recognized as ‘One of the Most Trusted Brands of India 2021’ by
team Marksman And CNBC TV 18.
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RESEARCH METHODOLOGY
“Marketing research is the function which links the customer and public to the marketer through
information – information used to identity and define marketing opportunities and problems
generate define and understanding of marketing as process”.
Objectivity in research is all-important. The heart of scientific method is the objective

gathering of the information. Function as marketing research with in company as to provide the
information and analytical necessary for effective.
• Planning of the future marketing activity.

• Control of the marketing operation in the present.
• Evaluation of marketing results.
AREA OF RESEARCH
My working area was Raebareli & some areas near Raebareli.
I have collected my data in these areas. As we know that those persons will invest in luxuries
cars and also general cars who BUSINESSMEN, PROFESSIONALS or COMMON MEN.
RESEARCH DESIGN:
Descriptive research design includes survey & fact-finding inquiries of different kind. The
major purpose of descriptive research is description of the state of affairs as it exists at present.
SAMPLE DESIGN:
Stratified sampling
SAMPLE SIZE:
The sample size of research is 200.
Method of data Collection:

Data is the significant part of the research. Your all research depends upon your data. Whatever
data is collected by me during the internship in the MAHINDRA, I can divide the method the
collection of my data into two parts which are thus: -
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PRIMARY DATA:
Primary data are those which are collected fresh and for the first time and those happen to be
original in chapters.
I have collected my data through phone calling and through direct communication with
respondents in one torn or another or through personal interviews. Through observation method
I was able to record the natural behaviour of the group.
SECONDARY DATA
Secondary data are those data which are being already collected by someone else and which
have already been through the statistical process. I have collected my published date from
internet and the books, magazines and newspaper.
PROBLEMS & LIMITATIONS

LIMITATIONS OF THE STUDY:
The information given in the above part is based on market survey, meeting with the people,
and phone calls and the other medium like internet. My project is based upon the interaction
with the people.
• We have to target only a particular segment ( higher class & upper middle class)
• Sometime customers don’t give time.
• Sometime customers give fake information.
• Customers like doctors don’t have much time to visit showroom for test drive so we have
• to go to them at the time at which they are free.
ANALYSIS, INTERPRETATION & FINDING

For this study a structural questionnaire is prepared and data is analyzed as follows:
ANALYSIS:-
Table no. 1 shows Customers choice of preference to purchase a car or vehicle:
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Brand name No. of response Percentage of customer
Honda 60 30%
Skoda 20 10%
Tata 48 24%
Mahindra 72 36%
Total 200 100%
Table No.1
BRANDS
Honda
Mahindra
30%
36%
Skoda
10%
Tata
24%
Honda Skoda Tata Mahindra
Chart No. 1
Chart No. 1 shows Customers choice of preference to purchase a car/vehicle.
Interpretation:
The analysis showed that 36% respondents prefer buying Mahindra vehicle and 30% respondents prefer
for buying Honda vehicles or 24% respondents is prefer or buying Tata vehicles and 10% means less
respondents is prefer or buying Skoda vehicles.
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Table No.2 shows customers perception about Mahindra automobile product:
Perception No. of response Percentage
About products
Very Good 86 43%
Good 54 27%
Average 34 17%
Bad 26 13%
Total 200 100%
Table No.2
Perception
13%
17% 43%
27%
Very Good Good Average Bad
Chart No.2
Chart No.2 shows Customers perception about Mahindra automobile products
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Interpretation:
Analysis shown that 43% respondent is perception about Mahindra products is very good and 27%
respondent is perception about Mahindra products is good also 17% respondent is perception about
Mahindra product is average but 13% respondent is perception about Mahindra product is bad for
their personal reason.
Table No.3 shows the expectations of Customers from the brand Mahindra & Mahindra:
Expectations of Customers No. of response Percentage
76 38%
More Variety Of cars
More Value Of money 50 25%
Improve Quality Of cars 50 25%
Better After Sales Service 24 12%
Total 200 100%
Table No.3
Expectations
12%
38%
25%
25%
More Variety Of Cars More Value of Money Improved Quality Of Cars Better After-Sales Services
Chart No.3
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Chart No.3Shows the expectations of Customers from the brand Mahindra & Mahindra.
Interpretation:
The analysis show that 38% of customers’ expectations from M&M is more variety of cars or
vehicles and 25% of customers’ expectations rom M&M is more value for money and improved
quality of cars also 12% of customers’ expectations rom M&M is better after-sales service.
Table No. 4 shows about the price of a Mahindra car :
Price Range No. of response Percentage
High Price 58 29%
Average Price 128 64%
Low price 14 7%
Total 200 100%
Table No.4
Price Range
7%
29%
64%
High Price Average Price Low Price
Chart No.4
Chart No. 4 shows about the price of a Mahindra car.

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Interpretation:
The analysis shown is 64% of customers thinking about the M&M vehicles price is Moderate
/Average and 29% of customers thinking about the M&M vehicles price is high also 7% of
customers thinking about the M&M vehicles price is Low from another brands.
Table No.5 shows of customers who are interested for servicing their vehicles at service centers:
Serviced Centre No. of response Percentage
At authorized service 140 70%

center
At a local workshop 60 30%
Total 200 100%
Table No.5
Serviced Centre
30%
70%
At A Authorized Service Centre At A Local Workshop
Chart No.5
ChartNo.5 shows of customers who are interested for servicing their vehicles at service centers:
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Interpretation:
The analysis show is 70% of customers doing servicing of car at authorized service centre and
30% of customer doing servicing of car at a local workshop near customers home.
Table No.6 Shows Customer’s experience with after-sales services:
Experience No. of response Percentage
Very Much Satisfied 82 41%
Satisfied 76 38%
OK 38 19%
Not Satisfied 4 2%
Total 200 100%
Table No.6
Experience
2%
19%
41%
38%
Very Much Satisfied Satisfied OK Not Satisfied
Chart No.6
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Chart No.6 Shows Customer’s experience with after-sales services:
Interpretation:
The analysis show is 41% customers experience with after-sales services support is very much satisfied
and 38% customers experience with after-sales services support is satisfied also 19% customers
experience with after-sales services support is ok , but only 2% customers was not satisfied that’s why
they not support after-sales service support.
Table No.7 shows customers preferring bank to get financial help while purchasing a car:
Bank Name No. of response Percentage
PNB 40 20%
HDFC 100 50%
BOB 30 15%
Other 30 15%
Total 200 100%
Table No.7
Bank
15%
20%
15%
50%
PNB HDFC BOB OTHER
Chart No.7
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Chart No.7 shows customers preferring bank to get financial help while purchasing a car:
Interpretation:
The analysis show is 50% of customers are prefer HDFC bank for getting financial help while
purchasing a car and 15% of customer are prefer BOB bank for getting financial help while
purchasing a car also 20% of customer are prefer PNB bank for getting financial help while
purchasing a car, but only 15% customer choosing other bank for getting financial help while
purchasing a car.
Table No.8 shows how Mahindra cars will attract today’s young generations:
Review No. of response Percentage
Yes 160 80%
No 40 20%
Total 200 100%
Table No.8
Review
20%
80%
YES NO
Chart No.8
Chart No.8 shows how Mahindra cars will attract today’s young generations:
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Interpretation:
The analysis shows is 80% of customers are attract of today’s youth generations but only 20%
of customers is think about Mahindra cars is not attract today’s youth generations.
Table No.9 shows best things in Mahindra cars according to customer:
Best Things According No. of response Percentage

To Customer
Quality 80 40%
Style & Design 60 30%
Service 40 20%
Price 20 10%
Total 200 100%
Table No.9
Best Things According To Customer
10%
20% 40%
30%
Quality Style & Design Services Price
Chart No.9
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Chart No.9 shows best things in Mahindra cars according to customer:
Interpretation:
The analysis show is 38% of customers best thing in Mahindra cars is quality and 32% of
customers best thing in Mahindra cars is style & Design and 22% customer’s best thing in
Mahindra cars is service and 8% customers best thing in Mahindra cars is price.
Table No.10 shows customers fuel preferences:
Fuels No. of response Percentage
Petrol 70 35%
Diesel 90 45%
LPG 40 20%
Total 200 100%
Table No.10
Fuels
20%
35%
45%
Petrol Diesel LPG
Chart No.10
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Chart No. 10 shows customers fuel preferences.
Interpretation:
The analysis shows is 45% customers cars fuel preference is diesel and 35% customers cars fuel
preference is petrol or 20% customer cars fuel preference is L.P.G.
Table No. 11 shows customer’s expectations about information from the dealer:
Expectation of No. of response Percentage

Customer
Information About 60 30%

New Cars
Information About 42 21%

Service And mileage
Assistance Regarding 40 20%

Loans And Insurance
Understanding 58 29%
Customer Needs
Total 200 100%
Table No.11
Expectations of Customer
29% 30%
20% 21%
Information About New Cars Information About Service And mileage

Assistance Regarding Loans And Insurance Understanding Customer Needs
Chart No.11
Chart No. 11 shows customer’s expectations about information from the dealer:
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Interpretation:
The analysis shows is 29% customers expectations from the dealer is understand customer need
and , 30% customer’s expectation from the dealer is information about new cars and , 21%
customer’s expectation from the dealer is information about service and mileage or, 20%
customers expectation from dealer is assistance regarding loans.
Table No.12 shows customer’s expectations about the offers from the dealers:
Expectation About No. of response Percentage

Offers From dealers
Free Insurance 40 20%
Special Discount On Sales Of 70 35%

Cars
Extending The Service Period 50 25%
Finance Availability With 0% 40 20%

Interest
Total 200 100%

Table No.12
Expectation About Offers From dealers
20% 20%
25%
35%
Free Insurance Special Discount On Sales Of Cars

Extending The Service Period Finance Availability With 0% Interest
Chart No.12
Chart No.12 shows customer’s expectations about the offers from the dealers:
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Interpretation:
The analysis shows is 35% customer’s expectations about the offers from the dealer is special
discount on sale of cars and , 25% customer’s expectations about the offers from the dealer is
extending the service and , 20% customer’s expectations about the offers from the Dealer is
finance availability with 0% interest or , 20% customer’s expectations about the Offers from the
dealer is free insurance.
Findings:
• Most of the customers prefer to buy Mahindra vehicles more compare to other brands
and second brand is Honda.
• Most of customer perception about Mahindra products are very good and support or
Mahindra vehicles.
• Most of the customers’ expectations form Mahindra & Mahindra brand is more Variety
of cars.
• Most of customers think that Mahindra’s cars are available at an average price more
Than the cars of other companies.
• Most of the Mahindra customers are interested to service their vehicles only at the
authorized dealers. From this we come to know what the importance of authorized service
centres for car is.
• This question is prepared to know the service levels of the authorized dealer. Most of
the customers are just telling VERY MUCH SATISFIED about the service. Only a very few
customers are satisfied with the service. Even no one customer is satisfied with the service
with the service given by the authorized service men.
• Most of the customers prefer HDFC and PNB banks for taking financial help while
purchasing a car. Customers are asking for 0% interest on financial help provided by the
banks.
• Most of the customer understands that Mahindra’s cars attract today’s generation.
• From this statement customers thinks Mahindra cars QUALITY are better than other
Company’s cars.
• By the result we came to know that the customers go for diesel with sound quality.
Most of the customers are expecting the information about service and mileage regarding the
cars from the dealer. From the above analysis we come to know about the customer’s
expectations and their post purchase service demands from the dealer.
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• By the result of this questions, we come to know about the various promotional
techniques and offers which attract the customer. From the above analysis many customers
are expecting the special discount on sakes of cars from various offers given to them.
Consumer Behavior Theories
A. Relevant Theoretical Frameworks:

1. Theory of Planned Behavior (TPB
TPB suggests that an individual's intention to perform a behavior is influenced by their

attitude towards the behavior, subjective norms, and perceived behavioral control.
The Theory of Planned Behavior (TPB) is a psychological theory that links beliefs
to behavior. The theory maintains that three core components, namely, attitude, subjective
norms, and perceived behavioral control, together shape an individual's behavioral
intentions. In turn, a tenet of TPB is that behavioral intention is the most proximal
determinant of human social behavior.
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In the context of Mahindra, a customer's intention to purchase a Mahindra product can be
influenced by their perception of the product's quality, recommendations from peers, and ease of
access to Mahindra dealerships.
2. Maslow's Hierarchy of Needs:
Maslow's theory proposes that human needs are hierarchical, with physiological needs at the base
(like food, shelter) and self-actualization at the top (fulfillment of potential).
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The theory argues that a human being has a series of needs, some of which have to be
attended to at first and the others follow suit. Certain needs are more pressing, they cannot be
overlooked at any point of time. The other needs have been acquired overtime living in the society.
Classification of Maslow Hierarchy of Needs Theory:
Physiological Needs:
At the base of the pyramid lies the most basic needs for human existence. These are known as the
physiological needs. All of us are aware of the famous Hindi phrase- “Roti, Kapda aur Makan”
Safety Needs:
Once the physiological needs are met, humans tread to the next level in the Maslow hierarchy of
needs pyramid. Safety needs arise from a need for safe environment.
Love and Belonging or Social Needs:
The next need in the Maslow hierarchy of needs is the need for love and belonging. Aristotle had
very well quoted that “Man is by nature a Social animal”.
Need for Self-Esteem:
Maslow characterized the need for self-esteem into two categories:
• The need for self (dignity, achievement, independence).

• The desire from reputation and respect from others (Status and Prestige).
Self-Actualization:
Self-actualization is the ultimate point in Maslow hierarchy of needs theory. It is the sense of
fulfilment and satisfaction in true sense.
For Mahindra, this theory suggests that customers may prioritize their needs differently
when considering a purchase. For example, a customer might be drawn to a Mahindra SUV for
its safety features (addressing the need for security) or for its advanced technology (addressing
the need for self-esteem).
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B. Application to Mahindra's Market:
1. Theory of Planned Behavior (TPB):
Suppose Mahindra introduces a new hybrid vehicle. By understanding TPB, the company can
focus on building positive attitudes towards the product through effective marketing campaigns
highlighting its environmental benefits. They can also work on strengthening subjective norms
by encouraging recommendations from satisfied customers and influencers in the industry.
Additionally, they can ensure accessibility and ease of purchase for potential buyers.
3. Maslow's Hierarchy of Needs:
Consider a scenario where Mahindra is launching a compact electric car. They can target
customers' physiological and safety needs by emphasizing the cost-effectiveness and
environmental friendliness of the vehicle. For customers seeking self-esteem and social
recognition, Mahindra can market the car as a symbol of eco-consciousness and technological
advancement.
By employing these theoretical frameworks, Mahindra can gain insights into the
motivations and priorities of their target audience. This knowledge can inform their marketing
strategies, product development, and customer engagement efforts, ultimately leading to more
effective consumer outreach and higher sales.
Market Segmentation
Markey segmentation is a strategic approach that involves dividing a broad consumer base into
distinct groups based on shared characteristics and behaviors. This segmentation enables
businesses like Mahindra to tailor their products, marketing strategies, and customer experiences
to better meet the unique needs and preferences of each group.
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A. Demographic Segmentation:
Definition:
Demographic segmentation divides the market based on quantifiable characteristics of the

population, such as age, gender, income level, occupation, education, and family size.
Application to Mahindra:
Mahindra targets a diverse demographic range with their products, which influences their
marketing strategies and product offerings.
Examples for Mahindra:

• Age: Mahindra offers a range of products catering to different age groups. For instance, they
have compact cars for young professionals and families, and robust SUVs for older, more
adventurous consumers.
• Income Level: Different models cater to different income brackets. Mahindra has offerings
that appeal to both budget-conscious consumers and those looking for premium features.
• Occupation: Mahindra's range includes vehicles suitable for various occupational needs.
For example, they have utility vehicles favored by rural and industrial sectors, as well as urban-
friendly models.
B. Psychographic Segmentation:
Definition:
Psychographic segmentation categorizes consumers based on psychological and behavioral

attributes such as lifestyle, values, interests, and attitudes.
Understanding the psychographic characteristics of their target consumers allows Mahindra to

create products and marketing campaigns that resonate with their preferences and values
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Lifestyle: Mahindra's consumers may include adventure-seekers who value off-road capabilities,
families looking for spacious and reliable vehicles, and eco-conscious individuals who prioritize
fuel efficiency and environmental impact.
Values: Mahindra may appeal to consumers who value sustainability and community impact.
Their commitment to producing electric vehicles aligns with the values of consumers who
prioritize environmental responsibility.
Interests: Mahindra's target consumers may have interests in outdoor activities, agriculture, or
urban commuting. These interests shape the features and capabilities that consumers look for in
their vehicles
C. Behavioral Segmentation:
Definition:
Behavioral segmentation divides consumers based on their behavior, including usage rate, brand
loyalty, readiness to adopt new products, and response to marketing stimuli.
Understanding the behavior of their customers allows Mahindra to tailor marketing strategies and
product offerings to meet specific needs and preferences.
Usage Rate: Mahindra may differentiate between frequent users who require vehicles for daily
commuting or work purposes, and occasional users who might need vehicles for specific activities
or leisure.
Brand Loyalty: Mahindra may identify consumers who exhibit strong brand loyalty and cater to
their preferences, while also targeting potential customers who are open to exploring new brands.
Readiness to Adopt New Products: Mahindra may focus marketing efforts on consumers who
are early adopters of new automotive technologies, while also considering those who are more
cautious in adopting innovations.
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By employing these segmentation strategies, Mahindra can effectively target and engage specific
consumer groups with products and marketing messages that are most relevant to their needs,
preferences, and behaviors. This can lead to more successful and impactful marketing campaigns,
as well as a better understanding of their consumer base
By segmenting the market based on the characteristics, Mahindra can refine its product
offerings, marketing messages, and customer engagement strategies to resonate more effectively
with each group, ultimately enhancing customer satisfaction and brand loyalty. This targeted
approach allows Mahindra to address the diverse needs and preferences of its consumer base,
reinforcing its position as a dynamic force in the automotive industry.
Consumer Buying Process
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1. Problem Recognition:
Definition:
This is the initial stage where a consumer identifies a need or a problem that can be solved through
a purchase. At this stage, building brand awareness is key. You want your target market to already
know and trust your business. Especially in today’s world where consumers don’t just want to
shop, they want to support businesses that reflect their own values and beliefs.
Example: A consumer recognizes the need for a reliable and fuel-efficient vehicle for their daily
commute or outdoor activities.
2. Information Search:
Definition:
After recognizing the need, consumers seek information about available products or services that
could potentially fulfill that need. Once consumers are aware they have a want, they’re now ready
to find out how to fulfill it. And so their search begins, predominantly on search engines or social
media. In this stage in the consumer buying process, it’s imperative to optimize your brand or
retail site for search engine optimization (SEO), so you show up in search results.
Example: The consumer starts researching different models offered by Mahindra, visits their
website, reads reviews, and compares features and prices with other brands.
3. Evaluation of Alternatives:
Definition:
At this stage, the consumer assesses the options identified during the information search phase
to determine which one best meets their needs. At this point, shoppers are making a list and
checking it twice. They’re aware of your brand, have been brought to your site, and are now
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evaluating whether to purchase from you or a competitor. It’s crunch time, and they want to make
the best choice. No regrets.
Example: The consumer may compare Mahindra vehicles with those from competitors,
considering factors like fuel efficiency, safety features, pricing, and brand reputation
4. Purchase Decision:
Definition:
This is the point at which the consumer selects a specific product or service and decides to make
a purchase. The shopper has read your product reviews, scrolled through the Q&A, and decided
you’re the chosen one — the vendor they’ll trust with their purchase. They’ve arrived at
your digital shelf. You can still lose a customer at this crucial stage of the consumer buying
process.
Example: After careful evaluation, the consumer chooses a specific Mahindra model and decides
to make the purchase, either through a dealership or online.
5. Post-Purchase Evaluation:
Definition:
After the purchase, consumers assess their satisfaction with the product or service. This can
influence future buying decisions and their perception of the brand. after the purchase, the
consumer may experience post-purchase dissonance feeling that buying another product would
have been better. Addressing post-purchase dissonance spreads the good word for the product and
increases the chance of frequent repurchase
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Example: If the consumer is satisfied with their Mahindra vehicle, they are more likely to have
a positive view of the brand and consider Mahindra for their future automotive needs. On the
other hand, if they encounter issues or are dissatisfied, it could affect their loyalty and lead to
negative word-of-mouth.
Understanding these stages in the buying process is crucial for Mahindra. It allows them to tailor
their marketing efforts, provide relevant information, address consumer concerns, and ensure a
positive post-purchase experience. This, in turn, can lead to higher customer satisfaction and
loyalty, ultimately benefiting the company's reputation and sales.
Factors Influencing Buying Behaviorur

Following factors influence buyer’s buying behavior:
1. Price and Affordability:

Price is a fundamental determinant in the purchasing decision-making process. Consumers access
whether the price of a product aligns with their budgetary constraints. Affordability encompasses
not only the initial purchase price but also consideration like maintenance costs, fuel efficiency ,
and potential resale value . Consumers often engage in a comparative evaluation of prices across
different models , seeking the best value proposition for their investment,. This factor is
particularly crucial for price Sensitivity segments of the market , influencing whether a consumer
considers a Mahindra product as a viable option.
2. Brand Perception And Reputation:

The reputation and Perception of the Mahindra brand significantly impact consumer choice. A
positive brand image reflects reliability, trustworthiness, and a track record of delivering quality
products. Consumers tend to associate the brand’s reputation with attributes like durability,
innovation, and a commitment to customers satisfaction. Positive brand perception can instill
confidence in consumers, influencing them to choose Mahindra over competing options.
Conversely, negative brand perception or reputation issues may deter potential buyers.
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3. Product Features, Quality, And Performance:
Consumer place considerable emphasis on the futures, quality, and performance of a vehicle. They
seek products that meet their specific needs, whether it be advanced safety features, technological
innovations, fuel efficiency, or robust performance capabilities. High-quality construction,
reliable, and durability are paramount, as consumers intend to invest in a product that offers
longevity and meets their expectations. Mahindra’s ability to deliver products with cutting -edge
features and consistent quality plays a pivotal role in a influencing buying behaviour.
4. Customer Reviews And Word-Of-Mouth Recommendations:

In an age of information abundance, consumer reviews and word-of-mouth recommendations
hold significant sway. Prospective buyers often turn to online platforms, forums, and social media
to seek out experiences and opinions of existing Mahindra costumers. Positive reviews and
recommendations serve as endorsements of the brand's offerings, instilling trust and confidence
in potential buyers. Conversely, negative reviews or unsatisfactory experiences can raise concerns
and may lead consumers to consider alternative options.
5. After-sales Service And Support:

The availability of robust after-sales service and support is a critical factor influencing consumer
satisfaction and brand loyalty. Consumers seeks assurance that in a event of any issue or
maintenance requirements, Mahindra will provide timely and effective support.
Factors such as the availability of service centers, responsiveness of customer support, and
the quality of repairs and maintenance play a pivotal role. Positive experiences with after-sales
service can lead to long-term brand advocacy and repeat business.
By understanding and effectively addressing these key factors, Mahindra can not only meet
consumer expectations but also differentiate itself in a competitive market, fostering enduring
customer relationships and securing a strong market position. This in depth enduring customer
relationship and securing a market position. This in-depth understanding of consumer behavior
provides a strategic advantages in tailoring marketing efforts and product development strategies
to align with consumer preferences and needs.
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Perception And Attitude Towards Mahindra
1. Brand Image and Perception:
Brand Image Definition: This refers to the overall impression and perception that consumers
have about a brand. It is shaped by various factors including product quality, customer service,
marketing efforts, and public perception.
Mahindra's brand image may be influenced by factors like the reliability of its vehicles,
innovations in technology, its commitment to sustainability, and any notable incidents or events
associated with the brand.
Factors Influencing Brand Image for Mahindra:
• Product Quality: Consistency in producing high-quality vehicles.

• Innovation: Introduction of new technologies and eco-friendly solutions.
• Marketing and Communication: Effective advertising and promotion campaigns.
• Customer Experiences: Positive interactions and service provided by dealerships.
• Public Perception: Media coverage and word-of-mouth from existing customers.
Managing and Improving Brand Image:
• Conducting customer surveys to gather feedback.

• Addressing any product or service-related issues promptly.
• Implementing effective communication strategies to highlight strengths.
49
2. Consumer Attitudes
Consumer Attitude Definition:
Attitudes are evaluative judgments or feelings that individuals have towards an object, brand, or
situation. In the context of Mahindra, consumer attitudes can be positive, negative, or neutral.
Consumers' attitudes towards Mahindra may be influenced by their past experiences with the
brand, the perceived value of Mahindra vehicles, and their overall satisfaction with the products.
Factors Influencing Consumer Attitudes for Mahindra:
• Product Performance: Reliability, safety features, fuel efficiency, etc.

• Customer Service: Dealership experiences, after-sales service.
• Pricing: Perception of value for money.
• Brand Reputation: Public perception and word-of-mouth.
• Competitor Comparisons: How Mahindra's offerings stack up against rivals.
Shaping Consumer Attitudes:
• Providing exceptional customer service.

• Ensuring transparency in pricing and promotions.
• Actively seeking and responding to customer feedback.
• Changing Consumer Attitudes:
• Addressing any negative perceptions through effective communication.
• Introducing product improvements based on customer feedback.
Understanding and managing brand image and consumer attitudes is crucial for
Mahindra to build and maintain a positive reputation in the market.
It requires continuous efforts to deliver high-quality products, excellent customer service, and
effective communication strategies to shape and influence consumer perceptions and attitudes
towards the brand.
50
Competitive Analysis
Conducting a through competitive analysis is crucial for Mahindra to understand its position in
the market relative to its competitors. This analysis involves evaluating Mahindra’s products
alongside those of its key rivals, focusing on pricing, features, and customer satisfaction.
1. Pricing:
a) Mahindra:
Mahindra offers a diverse range of vehicles spanning various price points. It is known for
providing competitive pricing, particularly in the mid-range and affordable segments. The
company strategically positions its products to appeal to a wide consumer base.
b) Competitor A:
Competitor A is known for its premium pricing strategy, positioning itself as a high-end brand.
While it may offer advanced features and luxury options, it targets a more affluent consumer
segment.
c) Competitor B:
Competitor B emphasizes affordability and value for money. Its products are priced competitively
in the mid-range segment, attracting consumers seeking reliable vehicles without the premium
price tag.
d) Competitor C:
Competitor C focuses on offering budget-friendly options, catering to price-conscious consumers.

Their entry-level models are competitively priced to appeal to a wide audience.
2. Feature:
a) Mahindra :
Mahindra places a strong emphasis on incorporating advanced features and technology across its
product line. This includes offering such as advanced safety systems, infotainment options, and
innovative features
51
b) Competitor A:
Competitor A is known for its cutting-edge technology and high-end features. They may offer
premium materials, top-of-the-line infotainment systems, and advanced driver-assistance
features.
c) Competitor B:
Competitor B prioritize practical features that enhance the overall driving experience. This could
include spacious interiors, user-friendly infotainment, and reliable safety system.
d) Competitor C:
Competitor C places q strong emphasis on providing essential features at an accessible price

point. Their products may focus on reliability, fuel efficiency, and practicality.
3. Customers Satisfaction:
a) Mahindra:
Mahindra has a track record of maintaining a loyal customer base, particularly in markets where
their vehicles are well-established. Customer satisfaction is bolstered by factors such as reliable
performance, robust after-sales service, and a strong brand reputation.
b) Competitor A :
Competitor A is recognized for delivering a premium customer experience. Their focus on luxury,
attention to detail, and exceptional service may lead to high levels of customer satisfaction among
their target demographic.
c) Competitor B:
Competitor B is known for providing value-driven solutions and often enjoys high levels of
customer satisfaction due to reliable products and competitive pricing.
d) Competitor C:
Competitor C‘s emphasis on affordability and practicality may lead to high customer satisfaction
among price-sensitive consumers, particularly those seeking reliable transportation solutions.
52
By conducting this competitive analysis, Mahindra gains valuable insights into how its
products compare with those of its competitors in terms of pricing, features, and customer
satisfaction . This knowledge empowers Mahindra to refine its strategies, identify areas for
improvement, and maintain a competitive edge in the automotive. Additionally, it provides a
foundation for targeted marketing efforts and product development initiatives.
Market Trends and Consumer Preferences
1. Emerging Trends in the Automotive Industry:
Definition:
These are shifts, developments, or changes in the automotive industry that have a significant
impact on consumer behavior and purchasing decisions.
Mahindra needs to stay abreast of these trends to remain competitive and relevant in the market.
Examples of Emerging Trends:

• Electric and Hybrid Vehicles: With growing environmental concerns, there is a shift
towards electric and hybrid vehicles. Mahindra should consider investing in and promoting eco-
friendly options.
• Autonomous Driving Technology: The development of self-driving vehicles is reshaping
the automotive landscape. Mahindra should explore opportunities in this area to stay competitive.
• Connectivity and IoT: Consumers now value features that enhance connectivity and offer
smart technology within vehicles. Mahindra can invest in integrating advanced technology into
their models.
• Shared Mobility Services: The rise of ride-sharing platforms and car rental services is
changing the way people use and think about vehicles. Mahindra can explore partnerships or
initiatives in this space.
53
2. Consumer Preferences in Mahindra's Segment:
Definition: These are specific attributes, features, or qualities that consumers in Mahindra's
target market consider important when making a purchasing decision.
Understanding these preferences allows Mahindra to tailor their products and marketing strategies
to meet the demands of their specific audience.
Examples of Consumer Preferences for Mahindra:
• Reliability and Durability: Consumers in Mahindra's segment may prioritize vehicles that
are known for their longevity and robustness, especially for off-road or rural use.
• Affordability and Value for Money: Many consumers may be price-sensitive and seek
vehicles that offer a good balance of features and cost.
• Fuel Efficiency: With rising fuel prices, consumers may place a high value on vehicles that
offer good mileage or alternative fuel options.
• Safety Features: Especially for families, safety features like airbags, ABS, and advanced
driver-assistance systems may be paramount.
• Customization Options: Offering various configurations or add-ons can appeal to

consumers looking for a personalized experience.
Understanding these preferences enables Mahindra to design, market, and position their
vehicles to align with the desires and needs of their target market. This information can guide
product development, marketing campaigns, and sales strategies to effectively meet consumer
expectations.
54
Challenges and Opportunities
Definition:
Challenges are obstacles or difficulties that a company faces, while opportunities are favorable
circumstances that can be exploited to benefit the organization.
Recognizing these challenges and opportunities is crucial for Mahindra's strategic planning and
decision-making.
Examples of Challenges for Mahindra:
• Intense Competition: The automotive industry is highly competitive, with numerous

global and local players. Mahindra must continually innovate and differentiate its offerings.
• Technological Disruptions: Rapid advancements in technology require significant
investments in research and development to stay competitive, especially in areas like electric
vehicles and autonomous driving.
• Regulatory Compliance: Adhering to various international and local regulations,
particularly in terms of emissions and safety standards, can be complex and resource-intensive.
Examples of Opportunities for Mahindra:
• Growing Demand for Electric Vehicles: The global shift towards eco-friendly
transportation presents a significant opportunity for Mahindra, especially if they continue to
invest in electric vehicle technology.
• Expanding Markets: Exploring and entering new markets, both domestically and
internationally, can open up new customer segments and revenue streams.
• Technological Innovation: Investing in advanced technology, like connected vehicles
and autonomous driving, can give Mahindra a competitive edge.
55
Future Prospects
Definition:
Future prospects refer to the potential growth and development opportunities that lie ahead for
Mahindra.
Assessing future prospects helps Mahindra plan for long-term success and sustainability.
Considerations for Mahindra's Future Prospects:
• Diversification: Exploring new business segments or industries to reduce dependency

on a single market.
• Innovation and Technology Adoption: Staying at the forefront of technological
advancements to remain competitive.
• Global Expansion: Expanding into new regions or strengthening presence in existing
markets to tap into diverse customer bases.
• Sustainability Initiatives: Embracing eco-friendly practices and products to align with
evolving consumer preferences and global environmental concerns.
These considerations and strategies will play a pivotal role in shaping Mahindra's
future growth, competitiveness, and sustainability in the automotive and related industries.
56
SWOT ANALYSIS
57
Definition:
SWOT analysis is a strategic planning tool that evaluates an organization's Strengths, Weaknesses,
Opportunities, and Threats.
A SWOT analysis compares an organization’s strengths, weaknesses, opportunities, and threats

against those of its competitors. It’s a fantastic tool for determining whether a company is prospering,
failing, or expanding. So, let’s look at the SWOT analysis of Mahindra and Mahindra. With the growing
neck-and-neck rivalry in membership warehouses, it is critical for organizations like Mahindra and
Mahindra to examine the business environment.
This analysis helps Mahindra identify internal strengths and weaknesses and external
opportunities and threats.
Strengths (S)
• Mahindra has been one of the strongest brands in the Indian automobile market.
• Mahindra group give employment to over 110,000 employees.

• Excellent branding and advertising, and low after sales service cost.
• Sturdy SUVs' good for Indian roads and off-road terrain.
• Supply chain is main advantage of Mahindra.
• Size advantage helps to grow Mahindra.
• Cost advantage.
• Implementing new technology.
• Customer loyalty.
WEAKNESSES (W)
• Does not give products like XUV 500 time to time.

• Mahindra's partnership with Renault did not live up to international quality standards
through their brand Logan.
• High cost for some products.
58
• Lack of co-ordination.
• Competitors.
OPPORTUNITIES (O)
• Developing hybrid cars and fuel efficient cars for the future.
• Fast growing automobile market.
• Fast growing in market through electric car Reva(controlling stake) and entry into two-
wheeler segments.
• Advancement of technologies.
• New products like Mahindra centuro, XUV etc. new markets.
• International expansion. higher chance to spread the reputation of the new product.
unfulfilled needs.
THREATS (T)
• Government policies for the automobile sector across the world.

• Ever increasing fuel prices. intense competition from global automobile brands.
• Number of substitutes like Maruti Suzuki, Tata motors etc.
• Substitute products.
• Possible shifts in consumer taste.
• Possible increase in trade barriers due to economic crash.
• New trading regulations.
59
Porter's Five Force Analysis Towards Mahindra And
Mahindra
Porter's Five Forces analysis is a framework used to assess the competitive environment of a
company or industry. Here's an analysis for Mahindra and Mahindra.
Strategists can use Porter Five Forces model to analyze the competitiveness faced
by Mahindra & Mahindra in Auto & Truck Manufacturers industry. Porter five forces analysis of
Mahindra & Mahindra will help in understanding and providing solution to – nature & level of
competition, and how Mahindra & Mahindra can cope with competition.
60
1. Threat of New Entrants:
Low: Mahindra and Mahindra operates in various industries like automotive, aerospace,
agribusiness, etc., which require significant capital, expertise, and established distribution
channels. This acts as a barrier to new entrants.
2. Bargaining Power of Suppliers:

Moderate: In the automotive industry, Mahindra sources components from various suppliers.
While it has multiple suppliers to choose from, some specialized components may have fewer
alternatives, giving suppliers some bargaining power.
3. Bargaining Power of Buyers:

Moderate: Buyers have some bargaining power due to the availability of alternatives in many
segments. However, brand loyalty, quality, and service can offset some of this power.
4. Threat of Substitutes:
Moderate: In the automotive sector, there are alternative modes of transportation (e.g., public
transport, bicycles), but these may not always be direct substitutes for Mahindra's products.
5. Competitive Rivalry within the Industry:

High: Mahindra operates in highly competitive industries, especially in the automotive sector
where it faces competition from both domestic and international players. Differentiation through
technology, design, and services is essential for maintaining a competitive edge.
Overall, Mahindra and Mahindra faces a mix of competitive forces. It benefits from
its diversified business portfolio, established brand, and expertise in various sectors. However, it
also encounters challenges due to intense competition and the need for continuous innovation and
differentiation
61
Recommendations
Based on the comprehensive analysis of consumer behavior and market dynamics, several
actionable insights emerge for Mahindra to enhance its marketing and sales strategies:
a) Personalized Marketing Campaigns:

Implement targeted marketing campaigns that resonate with specific consumer segments
identified in the market segmentation analysis. Tailoring messages and promotions to address the
unique needs and preferences of each group can lead to more effective customer engagement.
Enhanced Customer Education:

Provide detailed information about product features, performance, and benefits through various
channels. The empowers consumer to make informed decisions and builds confidence in
Mahindra’s offering.
b) Strengthen After-Sales Support:
Invest in training and resources to further elevate the post-purchase experience. Proactive
customer support, efficient issue resolution, and accessible service centers contribute to higher
customer satisfaction and loyalty.
c) Innovative Financing Solutions:
Explore flexible financing options and packages to cater to a diverse range of consumers with
varying budget constraints. This can expand accessibility to Mahindra’s products and attract a
broader customer base.
d) Emphasize Sustainability and Eco-Friendly Features:
Leverage the growing interest in eco-consciousness by highlighting Mahindra’s efforts towards
sustainability, particularly in the development of electric and hybrid vehicles. This resonates with
environmentally-conscious consumers.
e) Leverage Technology And Connectivity:
Emphasize the integration of advanced technology, connectivity features, and digital platforms
within Mahindra’s vehicles. This aligns with the preferences of tech-savvy consumers and
positions Mahindra as an innovative brand.
62
Conclusion:
The culmination of this comprehensive study on the buyer behavior of Mahindra reveals a
multifaceted landscape of consumer preferences, market trends, and the brand's standing within
the automotive industry. Through a systematic exploration of various facets, several critical
insights have emerged, offering valuable guidance for Mahindra's future strategies and endeavors.
The Automobile industry has strongly striven towards globalization, which increasingly affects the
policy at local, regional and global levels. The present study made a systematic effort on studying
consumer brand preference towards Scorpio by analyzing the factors that influence brand choice of the
customers and revealed the impact of brand preference dimensions on customer satisfaction. There is
cut throat competitions in the market on price front and so they have to find out better quality and low
cost product.
The present research project on the customer awareness and preference of Mahindra cars helps
to analyze and understand the present market scenario in the city of Aurangabad. Honda and
Tata are the strongest competitors so Mahindra is required to work on its weaknesses like
offers at the time of convincing customers and giving various financial plans.
Key Findings:
The investigation uncovered several key findings that merit attention. Notably, Mahindra's brand
image as a reliable and robust automotive manufacturer was a standout strength. This reputationis
a testament to the quality and durability of its products, which resonates with consumers seeking
dependable transportation solutions. Additionally, the study highlighted an opportunity for
Mahindra to capitalize on the burgeoning demand for electric and hybrid vehicles. As the
automotive landscape undergoes a seismic shift towards sustainability, Mahindra stands poised to
leverage its expertise in eco-friendly technology.
Implications for Mahindra:

These findings bear significant implications for Mahindra's future trajectory. The affirmation of
Mahindra's strong brand image underscores the importance of maintaining and cultivating this
63
reputation. It should serve as a cornerstone for future marketing initiatives and product
development endeavors. Moreover, the identified opportunity in the electric vehicle segment calls
for a strategic allocation of resources towards research, development, and marketing efforts in
this domain. Embracing and advancing green technology will not only align with consumer
preferences but also position Mahindra as a frontrunner in the evolving automotive market.
In conclusion, this comprehensive study provides a roadmap for Mahindra to navigate

the dynamic landscape of buyer behavior. By leveraging its strengths, capitalizing on
opportunities, and addressing potential challenges, Mahindra is poised to not only meet but
exceed consumer expectations in the ever-evolving automotive industry. Through strategic
initiatives centered on innovation, sustainability, and consumer-centricity, Mahindra is well-
positioned for a future of continued growth and success.
64
BIBLIOGRAPHY
Reference book:
• V. S. RAMASWAMY AND S. NAMAKUMARI (MARKETFINGF MANAGEMENT)

• BELCH E. GEORGE & BELCH A.MICHAEL (ADVERTISING ANDPROMOTION)
• KOTHARI C.R (RESEARCH METHODOLOGY)
WEBLIOGRAPHY:
• www.mahindra.com
• www.ratnaprabha-mahindra.com
• www. Wikipedia.com
AUTO MAGAZINES:
• AUTOCAR
• OVERDRIVE
65

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EXECUTIVE SUMMARY

• Understanding Consumer Preference:

• Identify influential factors:

• To study and analyze the promotional strategies of MAHINDRA.

• To know the influence of various marketing strategies, promotional activities towards.

1. Price Sensitivity And Affordability:

Organization gain market leadership by understanding consumer needs and finding

Importance Of Understanding Consumer Buying Behavior For

Tailoring Products To Consumer Needs:

A profound comprehension of consumer preferences and behavior empowers Mahindra to

Strategic Pricing And Value Proposition:

Cultivating Brand Loyalty And trust:

The automotive industry is at the cusp of a transformative technological revaluation, with

Effective Marketing And Communication:

Market Expansion And Internationalization :

In summary, a comprehensive understanding of consumer buying behavior lies at the

Vision statement: To create a fully collaborative environment in which suppliers can

1945 – Mahindra &Mahindra Is Incorporated:

Mahindra & Mahindra Limited is an Indian multinational automotive manufacturing

Mahindra launched its relatively heavily publicized SUV, XUV500, code-named as

Engine – KUV100 uses Mahindra’s first-ever indigenously developed 1.2-litre 3-cylinder

First facelift (2006-2009)-

Second facelift (2009-2014)-

Third facelift (2014-2017)-

Objectivity in research is all-important. The heart of scientific method is the objective

• Planning of the future marketing activity.

My working area was Raebareli & some areas near Raebareli.

The sample size of research is 200.

Method of data Collection:

PROBLEMS & LIMITATIONS

ANALYSIS, INTERPRETATION & FINDING

Total 200 100%

Honda Skoda Tata Mahindra

Very Good 86 43%

Total 200 100%

Very Good Good Average Bad

Chart No.2 shows Customers perception about Mahindra automobile products

Expectations of Customers No. of response Percentage

More Value Of money 50 25%

Improve Quality Of cars 50 25%

Better After Sales Service 24 12%

Total 200 100%

Table No. 4 shows about the price of a Mahindra car :

Price Range No. of response Percentage

High Price 58 29%

Average Price 128 64%

Total 200 100%

High Price Average Price Low Price

Chart No. 4 shows about the price of a Mahindra car.

Serviced Centre No. of response Percentage

At authorized service 140 70%

At a local workshop 60 30%

Total 200 100%

At A Authorized Service Centre At A Local Workshop

Table No.6 Shows Customer’s experience with after-sales services:

Experience No. of response Percentage

Very Much Satisfied 82 41%

Total 200 100%

Very Much Satisfied Satisfied OK Not Satisfied

HDFC 100 50%

Total 200 100%

PNB HDFC BOB OTHER

Review No. of response Percentage