Project report on Consumer Buying Behavior towards

Mahindra Cars

Submitted to: Submitted by:

Prof. Navneet Kaur Aakash Sharma
MBA-4sem
Roll no-16MBA1203

Chandigarh University
 Mahindra & Mahindra
• Mahindra & Mahindra was set up as a steel trading company in 1945
in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra
and J.C. Mahindra and Malik Ghulam Mohammad .
• After India gained independence and Pakistan was formed,
Mohammed immigrated to Pakistan.
• The company changed its name to Mahindra & Mahindra in 1948. It
eventually saw business opportunity in expanding into manufacturing
and selling larger MUVs.
• Soon established as the Jeep manufacturers of India, the company
later commenced manufacturing (LCVs) and agricultural tractors.
Today, Mahindra & Mahindra is a key player in the utility vehicle manufacturing and
branding sectors in the Indian automobile industry with its flagship UV Scorpio and
uses India's growing global market presence in both the automotive and farming
industries to push its products in other countries.

Over the past few years, the company has taken interest in new industries and in
foreign markets.

M&M also has controlling stake in REVA Electric Car Company and acquired South
Korea's SsangYong Motor Company in 2011.

Mahindra & Mahindra, branded on its products usually as 'Mahindra',

produces SUVs, pickups, commercial vehicles, and two wheeled motorcycles
and tractors.

It owns assembly plants in India, Mainland China (PRC), the United Kingdom, and
has three assembly plants in the United States.
Mahindra maintains business relations with foreign companies like Renault SA, France.
Cars By Mahindra
 CONSUMER BEHAVIOUR
 Consumer Behaviour is the study of individuals, groups, or
organizations and the processes they use to select, secure, use, and
dispose of products, services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the consumer and
society.
 It blends elements from psychology, sociology, marketing , economics
etc.
 It attempts to understand the decision-making processes of buyers,
both individually and in groups such as how emotions affect buying
behavior.
 It studies characteristics of individual consumers such
as demographics and behavioural variables in an attempt to
understand people's wants
 RESEARCH METHODOLOGY
SAMPLE SIZE- 50
SAMPLE AREA- Patiala
 DATA COLLECTION:
 PRIMARY DATA- SURVEY ( QUESTIONNARE)
 SECONDRY DATA- INTERNET
 SAMPLE UNIT- CUSTOMERS, DRIVERS,
FRAMERS
 OB JECTIVES OF THE STUDY
To find out the overall perception of the
people towards Mahindra cars.
To find out the factor that influences the
purchase decision for buying any Mahindra
car.
To find out the satisfying feature in every car
of Mahindra.
 FINDINGS
•The perception of the consumer towards Mahindra is average because
there is no car for the middle segment or for the middle income
customers and people are not getting enough information about
the products of the company.
•Price of the Mahindra cars is the most satisfying factor for the
consumer.
•Looks is the most satisfying factor in Mahindra Bolero.
•Powerful engine is most satisfying factor in Scorpio
•Aggressive look is most satisfying factor in XUV5OO.
•Fuel consumption is the most satisfying factor in KUV100.
•Less people are satisfied with the after sales services of Mahindra.
•More people do not trust Mahindra over other brands.
•Advertisement of Mahindra does not attract people to buy product.
 LIMITATIONS OF THE STUDY
 The sample unit was also 50 respondents.
 The people of the area are not well educated.
 The time is enough to conduct a proper research.
 Respondents sometimes did not showed interest in giving
replies with interest.
 It is very hard to understand the behaviour of the consumer
as it is dynamic.
 SUGGESTIONS
 I want to suggest to the company that they should increase the level of
promotion in village areas because people do not know much about the
cars of the company.
 I want to suggest the company that they should design or make a small/
hatchback car because they are lacking far behind in this type of car
segment and today’s generation like these types of cars.
 I want to suggest that the company should build a bridge of trust between
the company and customers so that the people starts trusting your brand
over other brands.
 The company should focus more on middle income people.
 The company should focus on the design of the cars because today’s
generation prefer looks and design of the car over other things.
 CONCLUSION
Mahindra is one of the prestigious and leading company of
India. It is a Multi National Company. It started
manufacturing cars in 1949. In the past few years it has
emerged as on one of the leading company in the
automobile sector. The sale of its cars like Bolero, Scorpio
and XUV500 was very good in the past years. The perception
of the consumer towards Mahindra cars is changing because
they are unable to launch any innovative or competitive
product in the market in the last few years. The company has
to rethink about their strategy to attract the customers
towards Mahindra cars if they want to increase their sales in
future. The company needs to focus on the advertisement
strategy and look to attract people.
THANK YOU