A Project Report

On

“Comparative Sales Analysis Between Mahindra & Mahindra and Swaraj private Ltd.
In
Nagpur district”

Submitted to
RASHTRASANT TUKDOJI MAHARAJ
NAGPUR UNIVERSITY

In the partial fulfillment of

Master in Business Administration
Submitted by
Amol D. Bondre
(MBA III SEM)
(2009-2011)

Under the guidance of

DEPARTMENT OF MANAGEMENT STUDIES

K.D.K.C.E., Nagpur
(2009-2011)
 A Project Report
On
“Comparative Sales Analysis Between Mahindra & Mahindra and Swaraj private Ltd.
In
Nagpur district”

Submitted to
RASHTRASANT TUKDOJI MAHARAJ
NAGPUR UNIVERSITY

In the partial fulfillment of

Master in Business Administration

Submitted by
Amol D. Bondre
(MBA III SEM)
(2009-2011)

Guided by

Co-Guided by
Prof. Divya Kanoria

DEPARTMENT OF MANAGEMENT STUDIES

K.D.K.C.E., Nagpur
(2009-2011)
CONTENTS
1. Objective Of The Project

2. Company profile
3. Executive Summary Of The Project

4. Research Methodology
5. Analysis & Interpretation Of Data

6. Conclusion
7. Suggestion
8. Bibliography
Objective
Of The Project
 Objective Of The Project

The main objective of the project is To carry out Conquest analysis i.e.
Victory Analysis of M & M Tractors in Nagpur District

The other Objective of the project are as follows

1. To know about the preferences of customers while buying a
tractor.

2. To know awareness of customers about other tractors & models.

3. To know the Information Sources Preferred by customers before

buying tractors.

4. To know the persons who influences the final buying decision of

customer & to know Performance parameters taken into
consideration by customers before buying tractor.

5. To Know Likes & Dislikes of customers & to know the reasons

due to which Swaraj customers did not buy M & M tractor.

6. To know the Sources of Finance used by Tractor owners.

7. To know second choice of customers while purchasing

tractor.

8. To know crops grown, Land owned, Habits of tractor owner.

9. Use of tractor.
Company profile
 Ma hindr a & Ma hindr a Company Profile

Mahindra & Mahindra Limited, the flag-ship company of India's Automobile

giant the Mahindra Group, was founded by two enterprising brothers K.C,
Mahindra & J.C. Mahindra in 1945 just at the dawn of India's Independence with a
vision to manufacture and market Jeeps.

Today, Mahindra & Mahindra is one of the top ten private sector companies
in India. The core business of the group of producing Utility Vehicles, Light
Commercial Vehicles and Tractors has grown by leaps and bounds over these
years.

Mahindra & Mahindra Ltd., manufacturing facilities together cover an area of

over 5,00,000 sq. meters employing over 17,000 technical and non-technical
personnel. It can boast of having 8 state-of-the-art factories. One of the most
progressive and dynamic divisions of Mahindra & Mahindra Ltd., is the Farm
Equipment Sector (Tractor Division) which was started way back in 1963.

The late 1960's witnessed the beginning of a new revolution in India. The
Green Revolution".

Mahindra & Mahindra took the lead and responded by launching their new
"
INTERNATIONAL" range of modem high performance tractors. In technical
Collaboration with the international Harvester Co. Ltd.,U.K., it set up international
Tractor Co. of India Ltd. (LT.C.I) in 1963. The initial annual production was 3500
tractors , which gradually rose to 16,000 Tractors, in 1978. I.T.C.I merged with the
parent company to be rechristened as Mahindra & Mahindra Ltd. Tractor Division,
which now has a capacity of producing over 80,000 tractors The Farm Equipment
Sector has manufacturing facilities at four locations i.e.

Kandivil - A western suburb of Mumbai in the State of Maharashtra

Nagpur, - The Orange City of Maharashtra
Rudrapur - In Uttaranchal
Jaipur In Rajasthan

Market Position:
Mahindra & Mahindra Ltd., is the market leader consecutively for 22 years in
the Indian Tractor industry, since 1983, with a market share of 31%. The Company
has already produced and sold over 10,00,000 Tractors.
M& M has 4 factories, 27 Area Offices, 500 Dealers, & 78 Stockiest in India. In
Maharashtra it has 32 Dealers & 11 Stockiest .
In addition to capturing the domestic market, M&M has also made significant
progress in the intensely competitive overseas market. The company has already
exported over 8500 Tractors to African Countries viz.
Zimbabwe,Zambia,
Malaysia,NewZealand
,Australia,Thyland,Turkey,Ghana
,Syria,Iran,Sudan,Chile,Mexico,Guyana,Uganda,Kongo,South Africa & neighboring
Countries Nepal, Srilanka, Bangladesh ,China etc.
M&M has also achieved a major break through in the U.S. Market.' The
company has already exported over 6500 Tractors and have established a new
subsidiary' in the US viz. Mahindra U.S.A.Inc., at Houston with the objective of
increasing its sales in the U.S.A.

Quality Standards :
Mahindra & Mahindra has also received ISO:9001(Kandivali Plant), & ISO
9002 QS-9000 (Nagpur Plant) the prestigious international quality certificate from
RWTUV Germany for Design, Manufacture, Marketing & Servicing of Tractors.
Mahindra Tractors Are at the cutting edge of the Tractor industry determined to be
the 'WORLD LEADER BY THE YEAR 2005.M&M has won DEMING
ALLPICATION PRIZE in 2003 given by JUSE,JAPAN. It is the only tractor
company in world to get this prize for quality Management.
 Our Present Product Range

Up to 30 HP 30-40 HP More than 40-HP

Yuvraj Arjun 445 DI 575 DI Sarpnch

265 DI Sarpanch 275 DI Sarpanch 575 DI Bhoomiputra

265 DI Bhoomiputra 275 DI Bhoomiputra 585 DI Sarpanch

475 DI Sarpanch Arjun 605 DI

475 DI Bhoomiputra Arjun 555 DI

Marketing Bulletin

Regarding Tractor Sales

May 2010 May 2009

Make Sales Market Sales Market
Share Share
I
(%)
(%) I

MAHINDRA 6081 31.9 4391 25.3

TAFE 2835 14.9 2589 14.9
SWARAJ 2569 13.5 2441 14.1
SONALIKA 1843 9.7 1503 8.7
ESCORTS 1527 8.0 2662 15.3
 EICHER 1361 7.1 1305 , 7.5
HMT 620 3.3 690 4.0
OTHERS 2226 11.6 1771 10.2
INDUSTRY 19062 100 17352 100
TOTAL
Source: TMA

Special Features of Mahindra Tractor :

Since Mahindra Tractors have been manufactured by using advance technology &
also manufactured in a factory possessing ISO-900l & QS-9000. Therefore there
exist some special features.

These Special features of Mahindra Tractors are as given below:

1) Proper & effective utilisation of fuel.
2) Less - maintainance cost.
3) More deep ploughing is possible
4) Engine is having longer life.
5) Comfortable driving
6) Gar-box suitable for all kinds of works is present
7) Mahindra Tractor works excellently in all types of soils
8) 2 years or 2000 hrs. warranty
9) Safety Brakes arrangements are present
10)High load carrying capacity

Special features of Arjun model of Mahindra Tractor:

The Arjun model is a new model launched by Mahindra &.Mahindra. The special
features of this Arjun model are as given below:

1) Due to Double Life P.L.F. - Engine

a) Tractor is possessing high power
b) Engine Life is 8000 hrs
c) Saving of fuel.

2) Due to Hy- TECH-HYDRAULICS - attachment, Tractor is having higher load

carrying capacity & therefore Tractor becomes more suitable for Agricultural work
& other work.
3) Due to DRY TYPE AIR CLEANER ,tractor is having longer life, less
maintenance & good protection to engine.

4) Due to Power Steering tractor is easy for driving

5) Due to Constant Mesh Gear Box Attachment, shifting of gears becomes easy &
tractor become more suitable for agriculture work.

6) Battery is having less maintenance.

7) Less consumption of Diesel & oil.

8) Powerful Halogen lamps become more useful in night.
Executive Summary Of
The Project
 Project Introduction

The project was carried out in Nagpur District. The areas to be

covered were those areas where tractor population is good.

The areas covered in this project are Mouda, parsheoni, Nagpur, Hingna,
Kamthi, Ramtek .These areas are Taluka places & their surrounding villages.

The sample size was 90 Owners of M & M tractors & 60 owners of Swaraj tractors.
The reason behind selecting Swaraj Co is that Swaraj is the main Competitor
Of M & M tractors in Nagpur Region.

The tractor owners contacted during the project were the owners who had bought M
& M and Swaraj tractors during last 5 yrs. Majority of tractor owners are the owners
who had bought tractor in last 3 years.

The reason behind taking 60 no as sample size of Swaraj owners is that even
though they are main competitors of M & M, their tractor population is less as
compared to M & M.

The data was collected by using a Questionnaire .The Questionnaire contains five
Sub topics Tractor History, Consideration &Awareness ,Buying Process , Purchase
details & Profile of the Respondent.

In Tractor History all the details about tractor is taken like Make & model
Registration Number etc.
In Consideration & Awareness the Other tractors considered by respondent at
the time of buying & are awareness about other tractor companies is tested.
In Buying Process the information sources used by tractor owners, Main
influencers on final decision are traced out

In Purchase details, the financial Sources Used, Price of tractor, is traced out.

In Profile of the Respondent, The Crops grown, Land Cultivated, use of tractor
for Agriculture & Non agriculture, His habits, His Financial Position is traced After
filling the entire questionnaire the data collected is Analyzed, Interpreted using
various techniques

After all this the conclusions are drawn .Finally on the basis of all this Suggestions
are given to the Company.
Research
Methodology
 R es e a rc h Me thodolo gy

Research Instrument: Structured Questionnaire

Sampling Plan:

1. Sample method: convenience sampling.

2. Sample size : 90 for M & M and 60 for Swaraj .

3. Total sample Size 150.

Sampling Design:

Convenience Sampling

There are various method of sample design are available but t conduct this Survey
we select Convenience Sampling which is based on Convenience of Researcher.
The respondent sample is included in it merely because of their availability on point
where survey is in progress & tractor being up to 5 yr old.

Types Of Data
Basically there are two main types of data
1) Primary data
2) Secondary Data

1) Primary Data :–
The primary data are those which are collected fresh &for the first time &
thus happen to be original in character. Such data are published by authorities who
themselves are responsible for their collection.

2) Secondary Data :–
 The secondary data are those which have already been collected by some
other agency & which have previously been collected by some organization to
satisfy its own need but it is being used by other department under reference for an
entirely different reason.
Methods for collecting Primary Data:

a) Interview Method of Data Collection

b) Observation Method of Data Collection
c) Questionnaire Method of Data

Collection Method for collecting Secondary

Data

d) Record Review Method of Data

Collection For Project

Methods for collecting Primary Data

 For our Project we used following method

a) Questionnaire Method of Data Collection

According to this method a questionnaire is used for asking questions to
respondents. A special & related question format is prepared for this.

Method for collecting Secondary Data

a) Record Review Method

According to this method of secondary data collection manuals, magazines,
brouchers, pamplets & annual reports of M & M Co have been studied to gather
the necessary information.
Analysis &
Interpretation Of
Data
Total Samples Of Tractor Owners Taken In Nagpur District
150 nos.

C om pa ny wis e D is tr ibuti on

1) Mahindra & Mahindra 90 no

2) Punjab Tractors Ltd 60 no

(Swaraj Tractors)

Areas Covered In Project

Mouda, Ramtek, Parsheoni, Kamthi, Hingna, Nagpur

Area wise sample Distribution

Area M&M Swaraj Total

No
 1 Mouda 18 25 43
2 Ramtek 16 10 26
3 Kamthi 21 08 29
4 Parsheoni 17 06 23

5 Nagpur 10 07 17
6 Hingna 08 04 12
Total 90 30
 Mode l & Y ea r wis e dis tr ibution of M & M owne r s

Jan- Jan- Jan Jan Jan

Nos
Model Dec. Dec Dec Dec Dec
.
2006 2007 2008 2009 2010

475 DI Sarpanch 20 5 4 3 6 2

475 DI
Bhumiputra 6 1 1 0 3 2

575 DI Sarpanch 24 4 5 5 6 4

595 DI
Superturbo 12 2 1 2 4 3

275 DI Sarpanch 9 1 1 2 2 3

275 DI
Bhumiputra 6 2 2 1 0 1
Arjun 605 DI 8 1 1 2 1 3

Arjun 555 DI 5 1 1 0 1 2

Total 90
Model & Year wise distribution of Swaraj owners

Jan- Dec. Jan- Dec Jan Dec Jan Dec Jan Dec
Model Nos 2006 2007 2008 2009 2010

Swaraj 735 FE 19 6 5 3 3 2

Swaraj 744 FE 26 6 4 6 6 4

Swraj 855 11 2 3 2 3 1

Swaraj 855
Delux 4 0 2 1 0 1

Total 60

Q. 1 a) For M & M Owners

M&M
as 1st
M & M Repeat Other tractors as 1st
Total Choice
buyer choice

90 30 44 16
Most Considered Model

No Model Nos Percentage

1 575 DI Sarpanch 47 78.33

2 475 DI Sarpanch 45 75

3 275 DI Sarpanch 19 31.66

4 595 DI Super Turbo 14 23.33

5 605 DI Arjun 11 18.33

6 265 DI Sarpanch 8 13.33

Total No. Of Swaraj as 1st M & M as 1st Sonalika as 1st
Owners Choice Choice Choice

st choice

1st choice

choice
60 30 13 2

No Model Nos Percentage

1 Swaraj 735 FE 19 63.33

2 Swaraj 744 FE 28 93.33

3 Swaraj 855 28 93.33

4 Swaraj 724 FE 5 16.66

 575 DI
5
Sarpanch 12 40

475 DI
6 Sarpanch
14
46.66
Q. 3) b) Awareness of M & M owners about M & M and
other tractors

No Model Nos Percentage

1 Eitcher Co. 39 65

2 Messey Fergusson Co. 36 60

3 Swaraj 744 FE 30 50

4 Swaraj 855 30 50

5 Escorts 37 61.66

6 575 DI Sarpanch 34 56.66

7 475 DI Sarpanch 33 55

8 M & M Co. 26 43.33

9 Sonalika Co. 28 46.66

10 275 DI Sarpanch 25 41.66

11 Swaraj Co. 30 50
12 Ford New Holland 29 48.33

13 L & T John deere 26 43.33

14 Swaraj 735 FE 21 35
Awareness of Swaraj owners about M & M and other tractors

No Model Nos Percentage

1 Messey Fergusson Co. 25 83.33

2 Escorts Co. 22 73.33

3 Swaraj 744 FE 22 73.33

4 Swaraj 855 22 73.33

5 Swaraj 735 FE 21 70

6 575 DI Sarpanch 20 66.66

7 475 DI Sarpanch 20 66.66

8 275 DI Sarpanch 17 56.66

9 Eicher Co. 17 56.66

10 Sonalika Co. 16 53.33

11 Ford New Holland Co. 14 46.66

12 L & T Co. 14 46.66

Q. 4) Information Source / Information Sources For M &
M

No Source Nos Percentage

1 Friends/Relative 50 83.33
2 Other tractor owners 56 93.33

3 Mechanic 39 65

Previous experience of
4
tractor 19 31.66

5 Tractor Dealers 19 31.66

6 Family Members 16 26.66

7 Sales Person 1 1.66

Fo r Sw araj Ow n ers

No Source Nos Percentage (%)

1 Other tractor 30 100.00
owners
2 Friends/Relative 27 90.00
3 Mechanic 21 70.00
4 Tractor Dealers 15 50.00
5 Family 06 20.00
Members

Q 5) Main Influences
 For M & M For Swaraj
No Influences Nos
Percentage Nos Percentage
1 Family members 17 15 9 13.33

2 other relatives 6 1.66 2

3 Friends 9 8.33 5 3.33

4 Other Tractor Owners 20 28.33 17 50

5 Tractor Dealers 6 5 5

6 Mechanic 2 3

7 Television 3 4

8 Own decision 28 41.66 15 3.33

Total 90 60

Q. 6) Factors affecting buying decision :

For M & M
For Swaraj
No Factors Nos Percentage Nos Percentage

1 Reasonable smaint/
Running cost 51 85 27 90
2 Fuel efficiency 40 66.66

3 Cheap & easy avail of

spares 31 51.66 6 20
4 Engine power 28 46.66 20 66.66

5 Easy avail of service 24 40

6 Application suitability 18 30 12 40
7 Fase of driving 11 18.33
8 Tractor styling 6 10
9 Resale Value 7 11.66
10 Good Financing Option 7 23.33
Q.7 ) Liked Parameters to M & M owners

No Factors Nos Percentage

1 Tractor quality 43 71.66
2 Power 31 51.66
3 Fuel Efficiency 39 65
4 Driving Comfort 27 45

5 Styling of Model 25 41.66

6 Status 15 25
7 Spares availability 4 6.66

Disliked Parameters to M & M owners

No Factors Nos Percentage Pre Post

Warranty Warranty

1 Experience at
dealership 14 46.66 7 7
2 Price 5 16.66
3 Wear of rear tyres 5 16.66 4 1

4 Size of fuel tank 4 13.33

5 Hydraulic Problem 4 13.33 3 1

6 Oil Leakage 3 10 3
Sales Persons
7
Behaviour 3 10 1 2
Note : 30 owners have no dislike at all.
Q. 8) Main (Only) cause for not buying M & M

Previously
No Cause Nos. Percent owned
age M&M
1 Relevant Financing not available 6 20 2
2 Friends advice 5 16.66 1

3 More maintenance of small type 4 13.33 1

4 Less speed in work 3 10 1
5 Plough work not good 2 6.66
Others (Dealers advice ,want to
6 try new tractor , dealers late 10 33.33 2
approach, not good in mud ,Too
costly
 Other important reasons.

No Cause Nos
1 Friends advice 8
2 Low fuel efficiency 6

3 Not enough power 5

4 No tractor owner friend have it 4
5 Relevent financing 4

Q.9 ) a) About Discount

Company No. of customers getting

In Last 2 Before Last
Discount
yrs. 2 yrs.
M&M 10 9 1
 Swaraj 3 2 1

Total 13 11 2

Q. 9) b) About Implements

Without Percentage With Percentage

Company Implements implements

M&M 57 95 3 5

Swaraj 26 86.66 4 13.33

Total 83
Q. 9) e) Managing Finance For Tractor

No Sources of Funds Nos M&M Swaraj

1 Complete Cash Down

Payment 17 13 4

2 Partly from loans & Partly

from savings 66 42 24
3 By selling old tractor 7 5 2
For M & M owners

Sources of Within Before

No Funds Nos last 2 Percentage last 2 Percent
yrs yrs age

1 Complete Cash Down

Payment 13 9 69 4 31

2 Partly from loans &

Partly from savings 42 33 78 9 22

3 By selling old tractor 5 3 60 2 40

For Swaraj owners

N Within Before
Sources of Funds Nos Percentage Percentage
o last 2 yrs last 2 yrs
1 Complete Cash
Down Payment 4 1 25 3 75

2 Partly from loans &

Partly from savings 24 18 75 6 25

By selling old
3
tractor 2 2 100 0 0
Q. 11) Source of Loans

No Source of Funds M&M

Swaraj
1 42 24
Loan & Savings

No Company Nationalised Cooperative Pvt. Total

Pvt.
Bank Bank Bank
Finance
Companies
1 M&M 31 3 8 0 42
2 Swaraj 18 3 2 1 24
 M&M Pvt.
owners Nationalised Cooperative Finance
No Pvt Bank
(Within Bank Bank companies
warranty)

1 33 22 3 8 0

(MM FSL-7)

Note : 4 Customers told that they will not buy any tractor other than M & M
Q. 12) Selling Old Tractor

No. Within 2
M&M yrs Before 2 yrs
5
1
(M & M to M &M = 4
MF to M & M = 1) 3 2

Swaraj
1 2 2 0

MF to Swaraj 1, Ford to
Swaraj =1

Q.13) 2nd Choice of M & M owners

No Company Name Nos Reason

Good Power, Working speed
1 , Low maint, success in area,
Swaraj 31 good in farm & mud

Previous experience, good

2 Messey fule efficiency, good quality,
Fergusson 10 less maintenance

3 L & T John Deere 6 Good power, Less maint.

Good quallity, less maint,

4
Sonalika 3 brand name

5 Eicher 3 Good substitute to M & M

6 Ford 3 Good in farms

7 HMT 1 Low maintenance

2nd choice of Swaraj owners

No Company Nos Reason

Less maint, Fuel

1 efficiency, Brand name,
M&M 28 Spare availability

2 Sonalika 1 Low maintenance

3 L&T 1 Wish to try new tractor

Previously owned M M & M to

No M & M to Swaraj
&M M&M
1 27 20 7

Previously owned Swaraj

No Swaraj to Swaraj
Swaraj to M & M

1 5 0 5

No Shift from - to Nos

1 MF to Swaraj 2

2 MF to M & M 2

Note : 4 Customers told that they will not buy any tractor other than M & M
3 Ford to Swaraj 2
Q. 16 : Cultivating Practices

No Activities Nos M&M Swaraj

1 1 to 5 & 12 49 35 14

2 1 to 5 12 9 3

3 1 to 6 & 12 29 16 13

4 1 to 6 0 0 0

Total 90 60 30

1- Breaking land, 2- levelling field, 3- Ploughing, 4- Removing grass,

5 - Cutting crops residue, 6- Sowing 12 - rent to others

Q. 17 : Non Agricultural activities of Tractor Owners

No Activities Nos M&M Swaraj

 1 None 36 26 10

2 Transporting Goods 45 27 18

3 Transporting 0 0 0
passengers
4 Construction 1 1 0

5 (2 & 4) 8 6 2

Total 90 60 30

Q. 1 8 ) H a bits Of Tr ac tor Owne r s

No Items M&M Swaraj

1 Watch TV (DD1) 50 28
Watch cable 10 2

2 Listen to Radio 18 7
 Not listen to Radio 42 23

Reads magazine (India

3 today, Krishi vigyan, 4 1
Saptahik sakal,
Nyanganga

Q. 22) Margin Money paid to dealer

No Amount M&M Swaraj

1 30,000 2 0
2 40,000 2 1
3 50,000 7 7
4 60,000 12 8
5 70,000 5 1
6 75,000 12 3
7 80,000 5 2
8 90,000 1 2
 9 1,00,000 12 6
10 1,15,000 1 0
11 1,20,000 0 0
12 1,50,000 1 0
Total 60 30
Conclusion
 Conclusions

The main reasons for M & Ms Victory are Parameters like Reasonable
maintenance ,Fuel efficiency, Cheap & Easy Availability of Spares &
Service, Engine Power, Application suitability

All the respondents including Swaraj Owners Knows M & M tractor& its
models

56 % of the Swaraj owner's first choice was M & M & 90 % of

Swaraj owners rates M & M as 2nd choice

Apart from M & M other most known tractor companies are Eicher,Messey
Fergusson, Escorts,Swaraj ,Sonalika

In both cases i.e. M & M and Swaraj the mostly used Information sources
are Other Tractor Owners, Friends/Relatives,& Mechanics resply

In case of M & M the main Influencers in final buying decision are Own
decision, Tractor owners, family members. But main Influencers is
Owners own Decision

In case of Swaraj Main Influencers in final buying decision are Other

tractor owners,Own Decision resply, But main Influencer is Tractor
owners.
In case of M & M the parameters affecting buying decision are
Reasonable maint, Fuel Efficiency, Cheap & easy avail of spares&
Service,& Application suitability.

In case of Swaraj the parameters affecting buying decision are

Reasonable Mai nt,engine Power, Application suitability.
The Most Liked Parameters to M & M owners are Tractor Quality
Power,Fuel Efficiency,Driving comfort,& Styling of model

The Most Disliked parameters to M & M owners are Experience at

Dealer,Price,Wear of rear tyres,Hydraulic Problem.

The main reason for not buying M & M are Relevant financing sources not
available, Friends advice, More maintenance.

Most of the tractor owners of both M & M and Swaraj dont buy
implements along with tractor.

Most of the tractor owners ,of both M & M and Swaraj has taken loan for
buying tractor.

75% of M & M & Swaraj owners both has taken loan from Nationalized
Banks.

45% of M & M and 60% of Swaraj owners use tractor for Transporting
Goods
43% of M & M and 33% of Swaraj owners dont use tractor for non-
agricultural use.

Not a single Tractor owner took Test Drive before buying tractor

Doordarshan is most popular T.V.channel & Lokmat is the most popular

Newspaper

93.33% of M & M owners have only one tractor & remaining have more
than 1 tractor while in case of Swaraj 100% of Swaraj owners have only
one tractor.
The main Crops taken by Tractor owners are Soya bean,
Paddy,Wheat,Gram,Cotton,Vegetables,
Suggestion
 s

Tractor rallies should be held in Hingna & surrounding areas.

Tractor rallies should be held in Hingna & surrounding areas.
 Suggestions to Company

Dealer Coverage should be increased i.e No of Salesmans, Frequency of

visits etc.

Customer Care Executives Should be appointed at Dealer & at workshop

both & should treat them with respect.

Competitor Customer meets should be arranged.

MMFSL services reach to be increased.

Post Warranty customers should be contacted at regular interval by

Sales & Service team

Old Tractor exchange M e l a s Should be arranged.

Local Mechanics (Reddys) at Tarsa area should be persuaded about their

opinion of M & M tractors.

Service reminders /Schedule should be send to all customers.

Warranty Policy & procedure for O.E parts should be explained to

customer by salesman & service team.

For Advertisement of Company Scheme & dealer scheme Doordarshan is

the best T.V. Channel & Lokmat is the best Newspaper
Dealer should provide enough time to tractor buyers for making loan
proposals.

Tractor Dealers should give enough time to customers for making loan
proposals

The reasons for sales of Swaraj tractor are reasonable maintenance, Good
Financing options, application suitability. These parameters should be
taken into consideration by M & M .

Schemes like free gifts on purchase of tractor should be encouraged more

Tractor rallies should be held in Hingna & surrounding areas.

Information about tractor, service, Warranty, schemes can be given to
Customers in VCD as nearly 50 % of tractor owners have VCD players

The disliked parameters like experience at dealer, tyre problem, sales

persons behaviour should be removed

Trained mechanics should be appointed both at workshop & for field visits
for attending complaints
B ib lio g ra p h y
Bibliography
1. www.mahindraworld.com (M & M Companys Web Site)
2. Philip Kotler, Marketing Management (Pearson Education Publication, 11th

Edition, 2001)
3. C.R.Kothari, Research Methodology Methods & Techniques (Wishwa Prakashan, 2nd

Edition, 1999)
4. M &m Companys Pamphlets,Brouchers,Magazines,Reports.
Slide 3
A nn e xu re
The following important annexure relevant to this study is enclosed
herewith

Slide 1
Most Considered Models By M & M Owners

Sl i de 4
Main Influencers For M & M An Swaraj Owners

Slide 2 Most Considered Models By Swaraj Owners

Slide 5
PARAMETERS AFFECTING BUYING DECISION
Slide 6 LIKED PARAMETERS OF M & M OWNERS

Tractor quality
Pow er
Fuel Efficiency
Driving Comfort
Styling of Model
Status
Spares availability

Slide 7

Slide 8
Slide 9

Slide 10

Slide 11
Slide 12

Slide 13

Sl i de 14
S li de 15