Documentos de Académico
Documentos de Profesional
Documentos de Cultura
2.
3.
Declaration
4.
Acknowledgement
5.
Contents
6.
Executive summary
7.
Introduction
10-15
8.
Company Profile
16-26
9.
Product Profile
27-40
10.
Dealer Profile
41-48
11.
Swot analysis
49-50
12.
Research Methodology
51-57
13.
Finding
14.
Data Analysis
15.
Recommendation
69
16.
Limitations of Survey
70
17.
Conclusion
71
18.
Annexure
72-74
19.
Bibliography
7-9
58
59-68
75
CONTENTS
EXECUTIVE SUMMARY
Introduction: A success of the firm largely depends upon how effectively and it serves the
existing and prospective customers. Because it is only the sales which bring revenue to the firm the
management of the firm can be efficient when there will be proper planning and control the present
and future actions of the firm.
In the present competitive scenario it is very essential to predict the needs of
the customers in hand and see to it that no stone is left unturned. Customer satisfaction is the main
things, which contribute to expansion and progress in any business. Study of customers attitude
towards the product in hand is also one of the main things which contribute to the decision whether
the path selected to progress and create healthy business relationship.
Need for the Study:This study is an attempt to recognize which type of marketing strategies
adopted by the company. How they brought their product into the market. And how they increased
their costumer attitudes, customer preference, sales & brand awareness in their region
Objectives of the study:1) To know the marketing strategies of Mahindra tractors adopted by the corporation around the
Mamandur.
2) To known the awareness of brand around the Mamandur.
3) To known the customer response towards the John Deere tractors.
4) To known the problems faced by the customer.
Research methodology:The data and information needed for the study has been collected from both
primary and secondary sources. The primary sources used for collection of information are
questionnaire, personal interviews with the customer of the Mahindra tractors and official interviews
in the corporation. In addition to this the information is also collected from secondary source through
the net.
Research design:In the study on attempt is made to evaluate the preface of the companys
approach the sales persons about their marketing strategies like advertisement, sales
promotion tools etc. these are making to create a awareness of brand in their region of sales.
I. Data collection:For this study the primary and the secondary data were collected from
conducting survey on that region. The following shows how I collected the primary as well
as secondary data.
A. Primary data:The primary data was obtained through market survey, by personal
interview and questionnaire method at Mamandur region.
B. Secondary data:The secondary data is collected from the company as well as through
some websites (www.mahindra.com)
Findings of the study: According to survey, it was clear that the availability of spare parts was very easy.
Out of 50 respondents it can be seen that 36% i.e. 18 respondents purchases tractors by wall
painting, and 4% .among 54 % of the respondents were purchased from others. The 02 & 03
respondents by T.V. Adds and magazines.
Out of respondents we find that 54%, which of 27 respondents are in a income group of Rs.
71000 to Rs. 100000 and 12%Which are respondents are in an income level of Rs. 41000 to
Rs.71000.
3
Out of 50 respondents it was found that 30 respondents are influenced by company showroom
during purchase, company sales man and rest of others by advertising friends/ relatives, etc
influence 20 respondents.
Among 100% of respondents 52% of customers were satisfied with the vehicle performance.
Suggestions:
M&M Company needs additional sales promotional activities like organizing exhibitions,
fairs issuing catalogues and broaches, display and demonstration, contests etc.
Company should give advertisement in magazines and news papers to make them aware
and to attract customers
Dealer should attract customers by giving special reduction in prices at the time of
festivals
Conclusion:After doing my in-plant project in Mahindra & Mahindra tractors I come to know that
how marketing strategies help to boost the sales, how and when they applied and executed.
Limitation of the study:1. The study was restricted to the surrounding areas of the Mamandur only. Therefore the result
of the study cannot be generalized to other parts of the country.
2. Due to time constraints, the extensive research could not be undertaken. Therefore the sample
size was restricted to 50 customers only.
3. Analysis of data collected from questionnaire was done on the assumption. It is a relevant
data.
4. Preferences & response of the customers would change over a period of time.
CHAPTER-I
COMPANY PROFILE
Overview of the Mahindra Company.
Profile of the Mahindra Company.
Profile of Aishwarya Tractors Pvt ltd.
COMPANY PROFILE
I. HISTORY OF THE COMPANY:Mahindra and Mahindra Limited is the flagship company of the
Mahindra group, which has been a significant presence in key sectors of the Indian economy. A
consistently high performance, M&M has been ranked among the top private sector companies in
the country for several years.
Mahindra brothers (R.K. Mahindra & S.K Mahindra) make
general purpose utility vehicles for Indian market started the company way back in 1945, the was
setup at Nasik. The first four wheeler of their company was Willys Jeep with petrol version engine.
This engine was manufactured at France.
But after 1965 they started to produce their own engines DI & DP.
DP--------->Diesel Peugeot
M&M soon branched out into manufacturing agricultural tractors and light commercial
vehicles; the company later expended its operation from automobile and tractors to secure a
significant presence in many more important sectors.
Two plants were set up at Khandiveli and Zahirabad Khandiveli and
Nasik plant used to manufacture feeps, utility vehicles and engines. At Zahirabad plant LCVS
(Light Commercial Vehicles) were manufactured. FJ mini bus and goods vehicle with capacity of
2.5 ton and 4 tons were manufactured at this plant. This was the first diversification of M&M from
jeeps to LCVS.
They soon diversified towards Mahindra tractors. It was tilejiont venture
with International Harvester Company, USA. An organizational restricting exercise in 1994 arising
from a business process re-engineering program resulted in core activities of manufacturing utility
and light commercial vehicle and agricultural tractors remaining with the Flagship Company.
All other activities spun off into separate entities and organized under
business groups, each headed by a president. These groups are in the areas of hospitability, trade and
financial services, automatic components, information technology, telecom and infrastructure
development.
They have diversified into financial service; Kotak Mahindra was the
collaboration with Kotak. It was started 5 years back & another by name MMFSL (Mahindra
&Mahindra Financial Services Ltd.) were formed in order to serve public to purchase four wheelers
through installments and financial schemes.
6
Overview of the Mahindra company:The US $6.7 billion Mahindra Group is among the top 10
industrial houses in India. Mahindra is the market leader in multi-utility vehicles in India It made a
milestone entry into the passenger car segment with the Logan. Mahindra & Mahindra is
the only
Mahindra's Farm Equipment Sector is the proud recipient of the Japan Quality
Medal, the only tractor company worldwide to be bestowed this honor. It also holds the distinction of
being the only tractor company worldwide to win the Deming Prize. The US based Reputation
Institute recently ranked Mahindra among the top 10 Indian companies in its Global 200: The
World's Best Corporate Reputations list.
Mahindra is also one of the few Indian companies to receive an A+ GRI checked
rating for its first Sustainability Report for the year 2010-11.
2003
8
Auto Sector was the proud recipient of the prestigious National Award for R&D 2003 in
recognition of its pioneering R&D efforts, which culminated in the indigenously engineered
2004
Automotive Divisions International Operations received the regional highest exports trophy
2000-01 from the Engineering Exports Promotion Council.
2005
Mahindra & Mahindra received the highest Governance & Value Creation rating CRISIL
GVC Level I from CRISIL ratings for its ability to create value for all its stakeholders while
and Tractors.
Mahindra Life spaces were named Indias fastest growing construction company by
Construction World-National Institute of Construction Management & Research (NICMAR)
study.
Auto Sector received Commendation for Significant Achievement in Human Resource from
CII (WR).
M&M was successfully certified as compliant with BS: 7799 Part 2:2002 Information
2006
9
Forbes has ranked the Mahindra Group in its Top 200 list of the Worlds Most Reputable
2007
The Logan ranks first in the J.D Power Asia Pacific 2007 India Initial Quality StudySM
(IQS) in the Entry Mid-size segment with a score of 65 PP10O. Released in December 2007,
this study serves as the industry benchmark for new-vehicle quality measured at two to six
months of ownership. Overall quality performance is based on both design quality and
Midxsize Diesel with exceptional score of 96 as per a study released in December 2007.
Scorpio ranks first in the TNS Automotive TCS Study in the MPV/SUV segment with a
segment leading score of 91 (joint first with Innova) as per a study released in December
2007.
Mr. Anand Mahindra has been ranked among the top 15 in the Mint Influencers Index in the
publication 'Mint' dated August 28, 2007. The Mint Influencers Index is a monthly, objective
measure that tracks 20 high-profile Indian business and policy leaders across the print media.
Mr. Anand Mahindra features in the top 20 in the list of 50 Most Influential Indians in
Business Weeks edition dated August 13, 2007. It goes on to say ".the dapper Harvard
Business School-educated Mahindra has positioned his company to compete with India's
other automakers, such as Tatas thanks to a new venture with Nissan and Renault to make
the Logan."
Mahindra & Mahindra is ranked 37th in the B & E Power 100 while it ranks 4th in the
Transport Equipment Sector as per the Business & Economy magazine issue dated 28 June
2007. Net profits have been taken as the parameter for these exclusive 100 most profitable
Mahindra was ranked 22nd in Business India's annual survey of the country top companies -
Super 100
Mahindra was ranked 31st in Business Today's annual survey of India's most valuable
companies.
II. Profile of the Mahindra company:Mr. Mahindra is the co-founder of the Harvard Business School Association of India, an
association dedicated to the promotion of professional management in India. The association has
grown substantially over the years.
He is Past President 2003-04 of the Confederation of Indian
Industry and has also been President of the Automotive Research Association of India (ARAI).
Mr. Mahindra is a Director of the National Stock Exchange of
India Limited appointed under the "Public Representatives" category.
He takes a keen interest in matters related to education and apart
from being a Trustee of the K.C. Mahindra Education Trust, which provides scholarships to students;
he is also on the Board of Governors of the Mahindra United World College of India.
11
Executive Committee.
10. The Nehru Centre, Mumbai - Executive Committee.
11. National Council of Applied Economic Research.
12. National Institute of Bank Management, Pune - Governing Board.
12
BOARD OF DIRECTORS
The Group Management Board comprises the Vice Chairman &
Managing Director, Presidents of the Business Sectors as well as heads of certain key corporate
functions. The Board provides strategic direction and enterprise leadership, facilitates synergistic and
symbiotic relationships and creates a shared vision and value-system, across the various Business
Units and Companies that make up the Mahindra Group. The membership of the Group
Management Board is as follows:
Anand G. Mahindra
Vice Chairman & Managing Director
13
Bharat Doshi
Executive Director & Group Chief Financial Officer (Group CFO)
A.K. Nanda
Executive Director
Rajeev Dubey
President (HR, After-Market & Corporate Services) Board & Member
of the Group Management Board
14
Hemant Luthra
President Systech Sector and Member of the Group Management
Board
15
DEALERS PROFILE:-
Departments
Office staff:
Sales Section
16
Large spare section with different all type of Mahindra spare parts
Separate workshop with skilled workers with several equipments and different types
lathes
17
MANAGING DIRECTORS
FINANCE MANAGER
SERVICE MANAGER
SALES MANAGER
FLA
SALES
SERVICE
SALES MAN
TELEMARKETER
OTHER
SUPERVISOR
CASHIER
CASHIER
CRO
INSTALLER
TYPIST
TYPIST
MECHANICS
LATHE OPERATOR
HELPER
HELPER
WATER SERVICE
18
Indian Bank
Syndicate Bank
Other Banks
19
MANAGER/SHOW ROOM
20
SALES TRENDS
PERIOD
QUANTITY
(IN TRACTORS)
2012-2013 (3-MONTHS)
30
2013-2014
315
2014-2015
280
TOTAL
625
315
350
280
300
250
200
2012-2013
2013-2014
2014-2015
150
100
30
50
0
QUANTITY
21
CHAPTER-II
MARKETING STRATEGIES OF MAHINDRA
TRACTORS
Advertising strategies.
Sales trends.
22
2.1 Marketing strategy, Sales Promotion & Selling Process carried out by
Aishwarya tractors pvt ltd:Before going to promotion strategy the company must take decisions on the
total promotion budget and choice of the promotional tools to be used one of the most difficult
marketing decisions facing companies is to work out on how much to spend on promotion.
SALES PROMOTION:23
24
2.2 Mahindra Tractor Models:Farm Equipment Sector produces the widest range of tractors and
tractor implements to suit the varied needs of farmers world over. Different tractor models
cover diversified market segments from 25 HP to 60 HP tractors. Mahindra is recognized as a
powerful symbol of productivity and unparalleled performance. It is the market leader and at the
help of the Indian Tractors Industry.
25
Engine Specifications:
Make and Model
: Mahindra MDI-1785
Horse Power
: 30HP Category
: 88.9 x 96mm
No. of Cylinders
:3
Cubic Capacity
Rated Speed
: 1788cc
: 2300 rpm
Clutch:
Heavy duty single dry plate
Transmission:
No. Of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated differential lock
is provided as a standard fitment
Cooling System:
Water Cooled.
26
Engine specifications:
Make and Model : Mahindra MAC E 1735
Horse Power
: 25 H.P. Categories
: 127 x 137mm
No. of Cylinders
:1
Cubic Capacity
: 1735cc
Rated Speed
: 1650 rpm
Transmission:
No. of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated
differential lock is provided as a standard fitment.
Engine Specifications:27
: 26 H.P. Categories
: 102 x 110mm
No. of Cylinders
:2
Cubic Category
: 1797cc
Rated Speed
: 2000rpm
Transmission:No. of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated
differential lock is provided as a standard fitment. Optional CRPTO with clutch
Hydraulic System:Independent fully live hydraulic pumps, 2 lever control. CAT II, three point
linkage with adjustable outside check chains.
Horse Power
: 50 H.P. Categories
: 88.9 x 101.6mm
No. of Cylinders
:4
Cubic Capacity
: 2523cc
Rated Speed
: 2600rpm
Transmission:No. of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated
differential lock is provided as a standard fitment.
Electrical Starting Lighting:12V Battery, Starter motor, Alternator with in-built regulator,
Headlamp, Rear Brake Lights, Parking Lights, Turning Lights, Plough Lamp, Registration Lamp.
Other Models:
1. Mahindra -Arjun 445DI
29
2. Mahindra-Sarpanch 475DI
3.Mahindra-Sarpanch 275DI TU
4.Mahindra-Bhoomiputra 475DI
30
5.Mahindra-Bhoomiputra 275DI TU
31
6.Mahindra-Arjun 555DI
32
8. Mahindra-Arjun 605DI
9. Mahindra-Bhoomiputra 265DI
33
Tractors logo:-
CHAPTER-III
34
Mahindr Tafe
No. of
a
30
03
02
02
Total
Deere
08
50
Respondents
36
60%
No. of respopondents
06% 10%
04%
04%
16%
100%
35
30
25
20
15
10
5
0
Mahindra
Tafe
Swaraj
Eicher
Brands
Percentage
Interpretation:
Source: - Field survey data
The above table shows that among 50 respondents 60% of them are
in the group of Mahindra, 06% of them are in group of Tafe, 10% are in the group of Swaraj, 04% of
them are in the group of Eicher, 04% of them Escort and L&T is 16%. Therefore we come to know
that most of people are aware of Mahindra tractors.
Table-2
Profession of Respondents:
Particulars
No. of Respondents
Percentage
Agriculture
26
52%
Business
08
16%
Others
16
32%
Total
50
100%
37
Business
Others
Professions
Interpretation:
Source:- Field survey data
The field survey clearly in dictatres that the profession of the customer lies an important role
on the purchase of tractors. The above table shows that out of 50 respondents, 52% are from as
agriclulture, 16% are from business purpose and 32% respondents are from other purpose. As from
table many respondent purchased this tractors for their related purpose.
Table-3
Respondents Incomes
Incomes
Below 40000
41000-70000
71000-100000
101000 and above
No. of respondents
08
06
27
09
Percentage
16%
12%
54%
18%
38
50
Respondents Income
100%
30
25
20
No. of respondents
15
10
5
0
Below 40000
41000-70000 71000-100000
101000 and above
Income
Total
Interpretation:
Source: - Field survey data
The study clearly states that the income is also an important parameter in purchasing the
tractors. It was noticed that among 27 respondents 54% are in the income group of rupees 71000 to
100000, 12% are in below Rs. 41000-70000 and 16% are in below Rs. 40000-income group
Table-4
Classification of respondents according to tractors
Influencing in buying the tractors
Particulars
No. of respondents
Company showroom
30
Advertisement
04
Colleagues
04
Friends
06
Self
04
Percentage
60%
08%
08%
12%
08%
39
Relatives
02
50
04%
100%
Total
Interpretation:
Source:-Field survey data
It was found that among 50 respondents 60% of them were in group of company showroom,
8% of them each were in group of colleagues & advertisement, rest of them were friends, self and
relatives. Most of the people are buying the tractors in the showroom.
Table-5
Mode of purchase
Particulars
No. of respondents
Percentage
Cash
15
30%
Credit
35
70%
Total
50
100%
40
No. of respondents
35
30
25
20
15
10
5
0
1
2
Mode of purchase
Interpretation:
Source: Field survey data
It was found that among 50 respondents 70% of them were in the group
of credit. All most of all customers are buying the tractors on the basis. And 30% of them were in the
group of cash.
Table-6
Source of credit purchase
Particulars
Mahindra finance
SBH
SBI
TGB
Others
No. of respondents
19
09
04
05
13
Percentage
38%
18%
08%
10%
26%
41
50
100%
4
Mahindra finance
9
13
SBH
SBI
TGB
Others
19
Total
Interpretation:
Source: - Field survey data
It is clear that among 50 respondents 38% of them are in the group of
Mahindra finance, 18% of them are in the group of SBH, 08% of them are group of SBI, 10% if
them are in the group of TGB and 26% of them are others.
Table-7
Satisfaction with the financier
Particulars
Fully satisfied
Partially satisfied
Dissatisfied
No. of respondents
28
13
09
Percentage
56%
26%
18%
42
50
100%
30
25
20
No. of respondents
15
10
5
0
Fully satisfied
Partially satisfied
Dissatisfied
Satisfaction
Total
Interpretation:
Source: - Field survey data
The above table explain that among 50 respondents 56% of them are in
the group of fully satisfied, 26% of them are in the group of satisfied and 18% of them are in the
group of dissatisfied. Highest percentage of consumer is satisfied with the financiers providing the
company.
Table-8
Sources of Awareness
Particulars
T.V.Adds
Wall painting
Magazines
Others
Total
No. of respondents
02
18
03
27
50
Percentage
04%
36%
06%
54%
100%
43
Sources of awareness
T.V.Adds ; 4%
Magazines; 6%
Interpretation:
Source: Field survey data
The field survey clearly shows that among 50 respondents, 54% of them
are in the group of others, 36% of them are in group of wall painting, 06% of them are in the group
of magazines, 04% of them are in the group of T.V.Adds.
Table-9
Vehicle Performance
Particulars
Excellent
Good
Average
Poor
Total
No. of respondents
26
08
12
04
50
Percentage
52%
16%
24%
08%
100%
44
Vehicle Performance
30
25
20
No. of respondents
15
10
5
0
Excellent
Good
Average
Poor
Performance
Interpretation:
Source: Field survey data
It was noticed that among 50 respondents, 52% of them are in the
group of excellent and 16% of them are in the group of good, 24% of them are in the group of
average, and 8% of them are in the group poor. Most of the consumers are satisfied with the vehicle
performance.
Table-10
Purchase of present vehicle
Particulars
No. of respondents
Company showroom
38
Friends
08
Relatives
02
Others
02
Total
50
Percentage
76%
16%
04%
04%
100%
45
Others
Friends
Company showroom
Interpretation:
Source: Field survey data
From the field survey it was explained that among 50 respondents 76%
of them are in the group of showroom, 16% of them are in the group of friends and rest of the
members are in the group of relatives and others. Most of the consumers are purchased the present
vehicle in the showroom.
Table-11
The life of the tractors
Particulars
Below Since 1
Since 2
Above 2
Total
No. of
1 year
15
Year
18
Year
07
years
10
50
36
14
20
100
respondents
Percentage 30
46
20
18
16
14
12
10
8
6
4
2
0
Below 1 year
Since 1 year
Since 2 year
Above 2 year
Life
Interpretation:
Source: Field survey data
The above table shows that 50 respondents, 36% of them are in the
group of below 1 year, 20% of them are in the group of above 2 year and 14% of them are in the
group of since 2 year. Most of the consumers are using the vehicle since 1 year.
Table-12
after sales and service
Particulars
Excellent
Good
Average
Poor
Total
No. of respondents
30
08
06
06
50
Percentage
60%
16%
12%
12%
100%
47
No. of respondents
35
70%
30
60%
25
50%
20
40%
15
10
20%
10%
0
0%
ExcellentGoodAveragePoor
satisfaction after sales and services
Interpretation:
Source: Field survey data
It was noticed that 50 respondents, 60% of them are in the group of
excellent, 16% are in the group of good, 12% of them are in the group of average and 12% of them
in the group of poor. Most of the peoples are satisfied with the after sales and services.
Table-13
Suggest the vehicle to others
Particulars
Yes
No
Total
No. of respondents
36
14
50
Percentage
72%
28%
100%
48
1400%
25
No. of respondents
20
15
10
5
0
72% 28% No
Yes
2
Suggesation
Interpretation:
Source: Field survey data
It can be seen that from the above table, among 50 respondents, 72%of
them are in the group of YES and 28% of them are in the group of NO due to this we can tell the
most of the consumers will suggest others to buy the Mahindra tractors.
Table-14
Satisfaction of the consumers with the Mileage of Mahindra
Tractors
Particulars
Very satisfied
Satisfied
Dissatisfied
Total
No. of respondents
16
31
03
50
Percentage
32%
62%
06%
100%
49
35
30
25
No. of respondents
20
15
10
5
0
Very satisfied
Satisfied
Dissatisfied
Interpretation:
Source: - Field survey data
From the above table it is clear that most of the customers are
satisfied with the fuel consumption. But still the company should struggle a lot to satisfy the
customer very much in this regard.
Table-15
Response and behavior of the firm staff with respect of
Sales and services
Particulars
Informative
Co-operative
Communication
Convincing
No. of respondents
11
21
12
06
Percentage
22%
42%
24%
12%
50
50
100%
Response and behaviour of the firm staff with respect of sales and services
25
21
20
15
12
11
No. of respondents
10
6
5
0
Informative
Co-operative
Communication
Convincing
Informative
Total
Interpretation:
Source: Field survey data
From the above table it is clear that they are co-operative 42% as
followed by communications 24%, information 22%, and convincing as 12%.
51
CHAPTER-IV
FINDINGS,SUGGESTION & CONCLUSION
4.1 Findings of the study:The following the derived from the data evaluated and analyzed by survey:
According to the survey it was found that Mahindra tractors have a brand loyalty than other
tractors, because of its advanced features.
Among 50 respondents it was found that 52%, which is of 26 respondents, was aware of
Mahindra tractors and like to purchase Mahindra vehicle only because of its good performance.
52
Out of 50 respondents it was found that 62% which of 31 respondents purchase tractors for
agricultural purpose, 14% respondents for business and 24% respondents for other purpose
therefore we can say agriculture is the main reason for purchasing of tractors.
According to survey, it was clear that the availability of spare parts was very easy.
Out of 50 respondents it can be seen that 36% i.e. 18 respondents purchases tractors by wall
painting, and 4% .among 54 % of the respondents were purchased from others. The 02 & 03
respondents by T.V. Adds and magazines.
Out of respondents we find that 54%, which of 27 respondents are in a income group of Rs.
71000 to Rs. 100000 and 12%Which are respondents are in an income level of Rs. 41000 to
Rs.71000.
Out of 50 respondents it was found that 30 respondents are influenced by company showroom
during purchase, company sales man and rest of others by advertising friends/ relatives, etc
influence 20 respondents.
Among 100% of respondents 52% of customers were satisfied with the vehicle performance.
Among 50 respondents 35 are like to purchase vehicle through credit mode and 15 respondents
by cash.
Among 50 respondents, 17 are fully satisfied with the dealers services and 9 are satisfied and 9
respondents were not too much satisfied.
Cost incurred in maintenance of M&M tractors is reasonable and easily affordable.
53
Compared to the other brand of tractors available in Indian market, study reveals. That M&M
tractors have a longer life.
M&M tractors are more economical in the matter of fuel consumption.
4.2 Suggestions:54
During the survey the regular customers of Mahindra tractors come out with organizing
information and suggestions some of them are listed below:
M&M Company needs additional sales promotional activities like organizing exhibitions,
fairs issuing catalogues and broaches, display and demonstration, contests etc.
Company should give advertisement in magazines and news papers to make them aware
and to attract customers
Dealer should attract customers by giving special reduction in prices at the time of
festivals
Mahindra tractors are restricted only to red color, company need to change especially
metallic color.
Dealer should personally take care of customers share of in small number of customers
are not satisfied by the response given by the service personnel at the time general check
up.
A smaller seat should be provided for better driving comfort and reduction of strain and
safety seat belt.
55
Sales service and after sales service should increase to the excellent level which will add
to the companys brand image.
ANNEXURE
Bibliography
Questionnaire
56
Bibliography
Marketing Management
Philip Kotler
Marketing Management
MAGAZINE
AUTO INDIA
Website
: (www.mahendra.com)
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Questionnaire
Dear Sir / Madam,
I would be thankful if you can spend a couple of minutes to fill this questionnaire the information is
for academic purpose and will be kept confidential.
1. Name
2. Age
3. Educational Status
4. Address
5. Occupation
: a) Farmer
6. Annual Income
: a) Below 40000
[]
b) Other
[]
[]
b) 41000-80000
[]
c) 81000-110000
[]
[]
[]
b) No [ ]
[]
c) Credit
[]
b) Bank Loan
[]
d) Finance
[]
b) Advertising [ ]
[]
d) Company goodwill [ ]
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e) Self
[]
e) Others
[]
[]
b) Model
c) Quality [ ]
[]
d) Good Service
[ ] e) Brand
[]
[]
b) TV Adds
[]
[]
d) Magazines [ ]
[]
b) Business
[]
c) Other purposes [ ]
[]
b) ICICI [ ]
c) SBI
[]
d) TBG
e) Mahindra finance [ ]
f) others
[]
[]
[]
b) Duel
[]
[]
b) No
[]
[]
b) No
[]
17. Are you satisfied with the after sales and services?
a) Excellent
c) Average [ ]
[]
b) Good
[]
d) Poor[ ]
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b) Tafe [ ]
c) Swaraj [ ]
d) Eicher
[]
[]
b) Magazines [ ]
c) TV Adds
[]
d) Others
[]
[]
b) Good
[]
[]
d) Poor
[]
[]
[]
b) High
d) Less
[]
[]
22. Since how many years you are using this tractor?
a) Below 1 year
[]
b) Since 1 year
[]
c) Since 2 year
[]
d) Above 2 year
[]
b) No
[]
[]
c) Dissatisfied
[]
b) Satisfied
[]
[]
c) Communicative [ ]
b) Co-operative
[]
d) Convincing [ ]
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[]
b) No
[]
Suggestions:
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Signature
I sincerely thank you for spending your valuable time for giving me the information.
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