EASWARI ENGINEERING COLLEGE

(AUTONOMOUS)

LEADERSHIP DEVELOPMENT COURSE

1
DEPARTMENT OF MANAGEMENT STUDIES

NAME OF THE STUDENT MONISHA S

REGISTER NO 20631066
YEAR & SEC IST MBA – ‘B’SEC
SEMESTER 02
SUBJECT OPERATIONS MANAGEMENT
SUBJECT CODE 193MBC206T
PRODUCT PERCEPTION
TOPIC TOWARDS MAHINDRA
TRACTORS
DATE OF SUBMISSION 21.08.2021
MARKS
FACULTY SIGNATURE
HOD SIGNATURE

2
 TABLE OF CONTEXT

SR NO CONTENT PAGE NO

1 CHAPTER 1

1.1 INTRODUCTION 6
1.2 OBJECTIVES OF THE STUDY 8
1.3 NEED FOR THE STUDY 10
1.4 RESEARCH METHODOLOGY 12
1.5 LIMITATION OF THE STUDY 14

2 CHAPTER 2

2.1 PROFILE OF THE COMPANY 17

3 CHAPTER 3

3.1 REVIEW OF LITERATURE 22

4 CHAPTER 4

4.1 DATA ANALYSIS AND 28

4.2 INTERPRETATION
4.3 SPSS TOOL 51

5 CHAPTER 5

5.1 FINDINGS 55
5.2 SUGGESTIONS 57
5.3 CONCLUSION 59

6 CHAPTER 6

6.1 BIBLIOGRAPHY 61
6.2 ANNEXURE 63

3
 LIST OF TABLES

TABLE NO TITLE OF THE TABLE PAGE NO

1 Table showing the age of the respondents

2 Table showing the gender of the respondents

3 Table showing the income of the respondents

4 Table showing the information of how many having Mahindra

tractors
5 Table showing the perception of Mahindra tractors

6 Table showing the knowledge about Mahindra tractors

7 Table showing the effects of buying behavior for Mahindra

tractors
8 Table showing the riding comfort of Mahindra tractors

9 Table showing the performance of Mahindra tractors

10 Table showing the technology of Mahindra tractors

11 Table showing the maintenance of Mahindra tractors

4
 LIST OF CHARTS

CHART NO TITLE OF THE CHART PAGE NO

1 Chart showing the age of the respondents

2 Chart showing the gender of the respondents

3 Chart showing the income of the respondents

4 Chart showing the information of how many having Mahindra

tractors
5 Chart showing the perception of Mahindra tractors

6 Chart showing the knowledge about Mahindra tractors

7 Chart showing the effects of buying behavior for Mahindra

tractors
8 Chart showing the riding comfort of Mahindra tractors

9 Chart showing the performance of Mahindra tractors

10 Chart showing the technology of Mahindra tractors

11 Chart showing the maintenance of Mahindra tractors

5
CHAPTER – I

6
INTRODUCTION

7
A STUDY ON PRODUCT PERCEPTION TOWARDS MAHINDRA TRACTORS

INTRODUCTION:

Customer Satisfaction is a business term and it measures how products and services supplied by a
company meet or surpasses customer expectation. It is seen as a key performance indicator within
business and is part of the four perspectives of a balanced scorecard. In a competitive market place where
businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly
has become a key element of business strategy. Organizations are increasingly interested in retaining
existing customers while targeting non- customers. Measuring customer satisfaction provides an
indication of how successful the organization is at providing products and/or services to the market place.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which co-relate with
satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer may have and other products against which the customer can
compare the organization’s products. Since satisfaction is basically a psychological state, care should be
taken in the effort of quantitative measurement, although a large quantity of research has recently been
developed. Some of the domains of satisfaction are (i) Quality (ii) Value. (iii) Timeliness. (iv) Efficiency.
These factors are emphasized for continuous improvement and organizational change measurement and
are most often utilized to develop the architecture for satisfaction measurement as an integrated model.
The basis for the measurement of customer satisfaction with a service is done by using the gap between
the customer’s expectation of performance and their perceived experience of performance. This provides
the measurer with a satisfaction gap which is objective and quantitative in nature. The usual measures of
customer satisfaction involve survey with a set of statements using techniques or scale. The customer is
asked to evaluate each statement and in term of their perception and expectation of performance of the
organization being measured.

8
OBJECTIVES OF THE
STUDY

9
OBJECTIVES OF THE STUDY:

• To know the Users Perception about Mahindra tractors

• To find out those factors that influencing the Purchase of Mahindra tractors

• To know the customer satisfaction towards the after sales service

• To gather information about customer satisfaction towards Mahindra and Mahindra Motors in the
study area.

• To provide suggestions, in improving the level of satisfaction, company sales and profitability

10
NEED FOR THE STUDY

11
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

• These days it is very clear that market is having drastic changes and all the companies are acting
according to it because to survive in the market and this should be achieved by studying about the
customer options and analyzing their future requirements.

• This study is definitely going to help to analyze the customer and can take necessary steps for the
improvement of the services by the company.

• Because customers are the real advertisement for any product so the company should be in position to
meet the customer requirements and also should maintain the Customer Relationship.

• Mahindra Tractor is not only concerned with selling of their products they also concerned with
providing service to the customers after selling. So, there is necessity for the company to find out the
satisfaction level of the customers, at different levels in the company. Which help the organization to find
out the ways in improving the services being provided to the customers, to increase the satisfaction level
in them.

12
 RESEARCH
METHODOLOGY

13
RESEARCH METHODOLOGY:

The research design is probability research design and is descriptive research.

Data collection Techniques

• Primary data

Primary data are freshly gathered for a specific purpose. For my project work the primary data was
collected by means of survey though questionnaires. Personal interview: -this method was the most
appropriate way of survey, because by personal interview I came to know about their feelings.

• Secondary data

Secondary data provides a starting point for any research and offers valuable sources of already existing
information. Secondary data are the easiest to gather and the cost of collecting this data is also very low.
For my project work it was collected through the help of various directories of various associations,
magazines, newspapers, websites etc.

Sampling Method

Sampling methods includes convenience method

Tools And Techniques

The researcher has adopted the questionnaire as the data collection tool by means of extensive survey on
selected respondents of adequate sample size. The researcher has taken utmost care to see that the degree
of bias is kept to the minimum by avoiding the ambiguity in the questions and while recording the
responses from the interviewed respondents to come out with a meaningful data collection pattern, which
facilitates the effective analysis and interpretation of the collected data to come out with fruitful and
worthwhile conclusions and to put forward significant conclusion for the company to implement the
same in order to have a competitive edge over the rest of the competitors in the market place.

Sample Size

The sample size is of 50 respondents consisting of rural area of Shivamogga taluk

14
LIMITATION OF THE
STUDY

15
LIMITATION OF THE STUDY:

• Sometimes the respondents were uninterested in replying honestly

• The information collected is not cent percent authentic it can be subject to bias.
• Respondents for such a survey are not readily available lot of time and effort has to be put in.

16
CHAPTER – II

17
PROFILE OF THE
COMPANY

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MAHINDRA AND MAHINDRA COMPANY PROFILE:

Founded in 1945 as a steel trading company, we entered automotive manufacturing in 1947 to bring the
iconic Willys Jeep onto Indian roads. Over the years, we’ve diversified into many new businesses in
order to better meet the needs of our customers. We follow a unique business model of creating
empowered companies that enjoy the best of entrepreneurial independence and Group-wide synergies.
This principle has led our growth into a US $14.4 billion multinational group with more than 144,000
employees in over 100 countries across the globe.

Today, our operations span 18 key industries that form the foundation of every modern economy:
aerospace, aftermarket, agribusiness, automotive, components, construction equipment, consulting
services, defense, energy, farm equipment, finance and insurance, industrial equipment, information
technology, leisure and hospitality, logistics, real estate, retail, and two wheelers.

Our federated structure enables each business to chart its own future and simultaneously leverage
synergies across the entire Group’s competencies. In this way, the diversity of our expertise allows us to
bring our customers the best in many fields.

HISTORY

Mahindra Tractors is an international farm equipment manufacturer of Mahindra & Mahindra in 2010,
Mahindra became the world's highest-selling tractor brand by volume. Mahindra's largest consumer base
is in India, China, North America, and a growing market in Australia. The company is the largest
manufacturer in India and has the capacity to build 150,000 tractors a year.

M&M produced its first tractor in 1963, the Mahindra B-275. Mahindra Tractors sold about 85,000 units
annually making it one of the largest tractor producers in the world. To expand into the growing tractor
market in China, Mahindra acquired majority stake in Jiangling.

To raise awareness about Mahindra in the US, Mahindra USA announced its new sponsorship in the
NASCAR Nationwide Series with R3 Motorsports, which is participating with a #23 Mahindra Tractors
Chevrolet. The car was driven by Robert Richardson. Mahindra USA, Inc. announced a 17-race primary
and 18-race associate sponsorship for the 2009 NASCAR Nationwide Series. With this sponsorship,
Mahindra was the first Indian company to sponsor a car in NASCAR. In 2008, Mahindra was a sponsor
of the McDonald Motorsports team which ran the #81 car in the NASCAR Nationwide Series

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Vision& mission

• An aspirational description of what an organization would like to achieve or accomplish in the mid-
term or long-term future

• It is intended to serves as a clear guide for choosing current and future courses of action A vision
statement is sometimes called a picture of yourcompany in the future, but it’s so much more than that.
• It provides the framework for all your strategic planning.

BRAND

Since 1945, we’ve built our company around the core idea that people will succeed if they are just given
the opportunity. Employees across the Group constantly challenge conventional thinking to create
solutions that make a significant difference in the lives of our customers. That’s why everything we
build—be it a tractor, financial service, solar-powered lamp, or software—is designed to empower you
to reach your potential.

Internally, we follow three basic tenets—accepting no limits, thinking alternatively, and driving positive
change in everything we do. These brand pillars guide all our actions and business decisions from
deciding whether or not to enter a new field or planning a portfolio of services. We hope you’ll take what
we do and make it your own.

Purpose & Values

Our motivation to give our best every day comes from our core purpose: we will challenge conventional
thinking and innovatively use all our resources to drive positive change in the lives of our stakeholders
and communities across the world, to enable them to Rise.

Our products and services support our customers’ ambitions to improve their living standards; our
responsible business practices positively engage the communities we join through employment,
education, and outreach; and our commitment to sustainable business is bringing green technology and
awareness into the mainstream through our products, services, and light-footprint manufacturing
processes.

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This commitment to sustainability—social, economic, and environmental—rests upon a set of core
values. They are an amalgamation of what we have been, what we are, and what we want to be. These
values are the compass that guides our actions, both personal and corporate.

Board of Directors

Keshab Mahindra

Anand G. Mahindra

Dr Pawan Kumar Goenka

Rajeev Dubey

Dr Anish Shah

SP Shukla

Ulhas N. Yargop

Product profile

Mahindra Tractors is now the world's largest tractor company by volume. For over two decades, the
company has been the leader in the Indian tractor market, which is also the largest tractor market in the
world. Over the years, Mahindra Tractors grew by leaps and bounds to become a trusted name across all
six continents of the world. And today the company is more poised than ever to cultivate many more
dreams across the globe.

21
CHAPTER – III

22
REVIEW OF THE
LITERATURE

23
REVIEW OF LITERATURE:

Santosh Kumar Sharma (2010), in his article " Customer Satisfaction Towards Mahindrabolaro SLX”,
stated that Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The
company started manufacturing commercial vehicle. Mahindra is best known for utility vehicles and
tractors in India, its automotive division, the company's oldest unit (founded in 1945), makes jeeps and
three-wheelers (not passenger "auto rickshaws," but utilitarian delivery and flatbed incarnations). M&M's
farm equipment sector, India's green revolution, manufactures tractors and industrial engines. M&M also
produces military vehicles. The company has facilities located throughout India. various aspects were
identified where the company needs to focus more to improve the efficiency of marketing team of
Mahindra Automotives.Customer Satisfaction is the buzzword used by the business people for the
success of organization in the present days. Due to the increases of heavy competition in every product
– line it become difficult for the companies to retain the customers for longer time. So, retain the customer
for longer time the marketer has to do only one thing i.e., customer satisfaction. If customer is fully
satisfied by the product, it not only rubs the organization successfully but also fetch many benefits for
the company.

Dipanjay Bhalerao (2014), in his article " Study of current marketing behavior practices for application
of marketing behavior matrix in online marketing " stated that All marketing activity is an aspect of the
interaction among organized behavior systems related to each other in what may be described as an
ecological network. Operating systems are a subclass of behavior systems, distinguished by inputs and
outputs and the structuring of processes to achieve efficiency” marketing behavior becomes critical in
the online marketing field as the human interface is minimum as compared to the traditional marketing,
and demands high level of human touch as the online marketing growing with heavy industry
competition. Exploration of current marketing behavior pattern with these elements since the marketing
activity is an aspect of organized behavior marketing function should be from the behavioral aspect as
well. consumers and partners. Market is also made up of completion to perform the same marketing
function, it becomes another important market elements. Behavioral aspects of marketing or Marketing
Behavior should be studied with respect to these three marketing elements primarily. Along with the
traditional marketing, the internet marketing has also come a long way with bright future prospects.

Sukhjinder Singh (2014), in his article " Customer Satisfaction Survey for Various Brands of Tractors:
A Case Study" stated that India has the largest market in the world and ranked fourth out of top five

24
countries in the term of tractor population, out of which twenty five percent shares is in Punjab state only.
Due to competition in the market, it is hard to add new customer and to satisfy the existing ones. So, the
customer satisfaction is critical part for tractor market. The present work was focus on customer
satisfaction among users of various brands of tractors in Kotkapura region, who had recently purchased
the tractors or were planning to purchase brand new or second-hand tractors. Tractors are purchased not
only for own farm working but to cater to custom work too. Tillage, threshing and transportation of farm
produce and other many activities for which tractors are utilized. Customer is a very important person in
the market. In fact, he is the king of the market. Therefore, it is the utmost duty of an organization to
safeguard his interests and meet his expectations with the products/services offered. Satisfaction is the
sum total of customer's expressions of service quality and depends upon customer's own perceptions and
expectations. Service Satisfaction of the customers is an invaluable asset for the modern organizations,
providing unmatched competitive edge.

Dr. R. Menaka (2015), in her article " A Study on Role of Automobile Industry in India and Its
Customers Satisfaction" stated that the industry also provides well-paying jobs with good benefits, has
heavy linkages with supplier industries (which gives it an oversized role in economic development), and
has a strong political influence. Satisfaction is crucial concern for both customers and the organizations.
Satisfaction is a subjective concept and therefore difficult to determine. It depends on many factors and
varies from person to person and product to product. The importance of customer satisfaction in strategy
development for customers and market oriented cannot be under determined. Now a day it has become
very important factor for each and every organization to enhance the level of customer satisfaction. It
was found that the customer is mostly satisfied with price, design, safety, mileage, interior space, status
brand name, comfort level, spares part and after sale service. Customer satisfaction, a term is used in
marketing it is a measure how product and service supplied by the company meet or surpass customer
expectation. customer “is the recipient of a Good or a service, or a product, or an idea, obtained from a
seller, vendor, or supplier via a financial transaction or exchange for money or some other valuable
consideration”.

R. Manojkumar (2015), in his article " A Study on Customer Satisfaction Towards Mahindra Bolero
with Special Reference to Coimbatore City " stated that customer satisfaction towards the Mahindra
Bolero. apart from knowing the customers satisfaction also focuses on the scope and growth of sales and
satisfaction level of customers where is being conducted. picture as to what customers perceive about

25
Mahindra Bolero and their awareness about the same. also brings to light the customer expectations about
the Mahindra Bolero Vehicle. The level of technology change in the motor vehicle Industry has been
high but the rate of change in technology has been medium. Investment in the technology by the
producers has been high. System suppliers of integrated components and sub-systems have become the
order of the day. Customer Satisfaction on Post-Sales Service with Reference to Four-Wheeler
Automobile Industry” which reveals that the key to success of automobile industry lies not only in having
good products but also in being able to provide the customer with the level of service they desire. Because
of increasing competitiveness in the Indian automobile industry, almost all automobile manufacturers
have invested valuable resources on customer satisfaction as a tool to understand the needs and
expectations of their customers. Increased presence of four-wheeler vehicles throughout the country has
created a growing need for providing service infrastructures closer to the customer’s homes or offices

Khursheed Ahmad (2016), in his article "After Sale Service Customer Satisfaction with Personalized
Attributes for Indian Tractor Industry" stated that There are diversities in the sizes of land, ownership of
land, types of soils, crops produced, etc. Indian Tractor Industry is a growing industry which has a wide
area of scope for development. This Industry not only fulfils the domestic needs but also export its
products. Customer services are to be drawn for maximum level of customer satisfaction, loyalty and
other aspects needed for the growth of the company. There are various practices done in India like Sub
soiling, Ploughing, Tilling, Harrowing, Pudding, Leveling, Bund/Ridge Forming, Post Hole Drilling. For
these practices different implements and tractors with different power range are needed. For different
practices tractors having different power range are required. So, customer is also focused on getting the
maximum power at lower price and selecting a brand for assurance of getting the rated power. Company
has to take the decision on priorities. Different processes are applied to improve the accuracy of these
decisions. Market research is a very important tool to understand the viability and acceptance of
customers. customer satisfaction.

Bob Dylan (2016), in his article "The Times, They Are a Changing" stated that the first part involves
customer ease with a user-friendly website, applications, interactive options on social media and other
online platforms customer segments, understanding their needs and seeking solutions. This is
accomplished by transforming our processes and businesses in a significant manner wherein digital
becomes delightful for the customer. This involves tapping into the world they live in, devices they
interact with, the way they communicate their expectations, their need for information and their

26
turnaround times. The business has to adapt to consumers and thus go digital digitally-enabled models,
especially those formed around the shared economy concept, existing assets are being used and rented
out. Thus, the way in which the business earns its money is very different. Customers prefer this model
because it gives them more flexibility, choice, and more services. Perfectly On the Basis of
Demographics, Geo Locations, Psychographics and Behavioral Data. Digital & Social Media Also
Enables Us to Amplify the Reach of Our Mahindra Adventure Experiential Marketing Events To >1000
x Enthusiasts Across the Country.”

Dr. M. Thirunarayanasamy (2016), in their article " Customers’ satisfactions towards using small cars
in Kanchipuram District '' stated that Customer satisfaction is the key to business servers and it is the
outcome felt by those that have experienced a company’s performance that have fulfilled their
expectations. A customer who has a good experience with the concerned dealer may probably use the
same brand again while the customer who experiences problems with a particular brand of car may not
use the same in next time. The core activity of any company is to attract and retain consumers. For this
reason, improving quality is important for existing customer and also for attracting new customers.
Nowadays all companies are realizing the significance of delivering and managing service quality, which
leads to customer satisfaction. Another important aspect in reducing car using costs is the fuel
consumption, which is more seriously analyzed in the purchase decision. and the level of satisfaction
towards price of the cars, style/design of the cars, fuel efficiency of the cars and break performance of
the cars is differing significantly among the different brands of car users in the study area.

27
CHAPTER – IV

28
DATA ANALYSIS &
INTERPRETATION

29
DATA ANALYSIS & INTERPRETATION

TABLE 1

1.TABLE SHOWING THE INFORMATION REGARDING THE AGE OF EMPLOYEES

S.NO AGE NO. OF RESPONDENTS PERCENTAGE

1 Below 30 15 30%

2 30 to 45 20 40%

3 Above 45 15 30%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
30% of respondents are aged below 30
40% of respondents are aged between 30 to 45
30% of respondents are aged above 45

30
 CHART 1

CHART SHOWING THE INFORMATION REGARDING THE AGE OF EMPLOYEES

30% 30% Below 30

30 to 45

Above 45

40%

31
 TABLE 2

2.TABLE SHOWING THE INFORMATION REGARDING THE GENDER OF

EMPLOYEES

S.NO GENDER NO. OF RESPONDENTS PERCENTAGE

1 Male 35 70%

2 Female 15 30%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
70% of the respondents are male
30% of the respondents are female

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 CHART 2

CHART SHOWING THE INFORMATION REGARDING THE GENDER OF EMPLOYEES

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
1 2

Male Female

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 TABLE 3

3.TABLE SHOWING THE INFORMATION REGARDING THE INCOME OF

EMPLOYEES

S.NO INCOME NO. OF RESPONDENTS PERCENTAGE

1 Below 20000 12 24%

2 20000 - 35000 18 36%

3 Above 35000 20 40%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
24% of the respondents earn below 20000
36% of the respondents earn between 20000 to 35000
40% of the respondents earn above 35000

34
 CHART 3

CHART SHOWING THE INFORMATION REGARDING THE INCOME OF EMPLOYEES

25

20

15

10

0
Below 20000 20000 TO35000 Above 35000

Series1 Series2

35
 TABLE 4

4.TABLE SHOWING THE INFORMATION REGARDING HAVING MAHINDRA

TRACTORS

S.NO YES/NO NO. OF RESPONDENTS PERCENTAGE

1 Yes 42 84%

2 No 8 16%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
84% of the respondents have Mahindra tractors
16% of the respondents do not have Mahindra tractors

36
 CHART 4

CHART SHOWING THE INFORMATION REGARDING HAVING MAHINDRA

TRACTORS

50
40
30
20
10
PERCENTAGE
0
Yes NO. OF RESPONDENTS
No
1 TOTAL
2

NO. OF RESPONDENTS PERCENTAGE

37
 TABLE 5

5.TABLE SHOWING THE INFORMATION REGARDING THE PERCEPTION OF

MAHINDRA TRACTORS

S.NO PERCEPTION NO. OF RESPONDENTS PERCENTAGE

1 Excellent 24 48%

2 Good 22 44%

3 Moderate 4 8%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
48% of the people perceived that Mahindra tractor is excellent
44% of the people perceived that Mahindra tractor is good
8% of the people perceived that Mahindra tractor is moderate

38
 CHART 5

CHART SHOWING THE INFORMATION REGARDING THE PERCEPTION OF

MAHINDRA TRACTORS

Chart Title
30

25

20

15

10

0
Excellent Good Moderate
1 2 3

NO. OF RESPONDENTS PERCENTAGE

39
 TABLE 6

6.TABLE SHOWING THE INFORMATION REGARDING KNOWING ABOUT

MAHINDRA TRACTORS

S.NO KNOWLEDGE NO. OF RESPONDENTS PERCENTAGE

1 Advertisement 8 16%

2 Friends and relatives 28 56%

3 Online 6 12%

4 Observation 8 16%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
16% of respondents gained knowledge through advertisement
56% of respondents gained knowledge through friends and relatives
12% of respondents gained knowledge through online
16% of respondents gained knowledge through observation

40
 CHART 6

CHART SHOWING THE INFORMATION REGARDING KNOWING ABOUT

MAHINDRA TRACTORS

Chart Title

100%

80%

60%

40%

20%

0%
NO. OF RESPONDENTS PERCENTAGE

Advertisement Friends and relatives Online Observation

41
 TABLE 7

7.TABLE SHOWING THE INFORMATION REGARDING THE TYPES OF MEDIA

WHICH EFFECTS BUYING BEHAVIOUR

EFFECTS OF BUYING
S.NO BEHAVIOUR NO. OF RESPONDENTS PERCENTAGE

1 News Paper 30 60%

2 Magazine 4 8%

3 Television 16 32%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
60% of respondents are affected by newspaper in buying behavior of Mahindra tractor
8% of respondents are affected by magazine in buying behavior of Mahindra tractor
32% of respondents are affected by television in buying behavior of Mahindra tractor

42
 CHART 7

CHART SHOWING THE INFORMATION REGARDING THE TYPES OF MEDIA WHICH

EFFECTS BUYING BEHAVIOUR

NO. OF RESPONDENTS

News Paper Magazine Television

43
 TABLE 8

8.TABLE SHOWING THE INFORMATION REGARDING THE RIDING COMFORT

S.NO RIDING COMFORT NO. OF RESPONDENTS PERCENTAGE

1 Superior 17 34%

2 Pleasant 18 36%

3 Satisfactory 15 30%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
34% of respondents feel superior in the riding comfort
36% of respondents feel pleasant in the riding comfort
30% of respondents feel satisfaction in the riding comfort

44
 CHART 8

CHART SHOWING THE INFORMATION REGARDING THE RIDING COMFORT

NO. OF RESPONDENTS
18.5

18

17.5

17

16.5

16

15.5

15

14.5
0 0.5 1 1.5 2 2.5 3 3.5

45
 TABLE 9

9.TABLE SHOWING THE INFORMATION REGARDING THE PERFORMANCE OF

MAHINDRA TRACTORS

S.NO PERFORMANCE NO. OF RESPONDENTS PERCENTAGE

1 Satisfied 21 42%

2 Somewhat Moderate 13 26%

3 Dissatisfied 16 32%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
42% of the respondents are satisfied with the performance
26% of the respondents are somewhat moderate with the performance
32% of the respondents are dissatisfied with the performance

46
 CHART 9

CHART SHOWING THE INFORMATION REGARDING THE PERFORMANCE OF

MAHINDRA TRACTORS

Chart Title
25

20

15

10

0
0 0.5 1 1.5 2 2.5 3 3.5

NO. OF RESPONDENTS PERCENTAGE

47
 TABLE 10

10.TABLE SHOWING THE INFORMATION REGARDING THE TECHNOLOGY OF

MAHINDRA TRACTORS

S.NO TECHNOLOGY NO. OF RESPONDENTS PERCENTAGE

1 Magnificent 15 30%

2 Delighting 12 24%

3 Ordinary 23 36%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
30% of respondents are magnificent in the technology of Mahindra tractors
24% of respondents are delighting in the technology of Mahindra tractors
46% of respondents are ordinary in the technology of Mahindra tractors

48
 CHART 10

CHART SHOWING THE INFORMATION REGARDING THE TECHNOLOGY OF

MAHINDRA TRACTORS

Chart Title

25
20
15
10
5
0
Magnificent
Delighting

Ordinary

NO. OF RESPONDENTS PERCENTAGE

49
 TABLE 11

11.TABLE SHOWING THE INFORMATION REGARDING THE MAINTENANCE OF

MAHINDRA TRACTORS

RESPONSIBILITIES
S.NO ON EMPLOYEES NO. OF RESPONDENTS PRECENTAGE

1 Excellent 28 56%

2 Poor 4 8%

3 Satisfactory 18 36%

TOTAL 50 100%

INTERPRETATION
FROM THE ABOVE TABLE INFERRED THAT
56% of respondents responded the maintenance is excellent
8% of respondents responded the maintenance is poor
36% of respondents responded the maintenance is satisfactory

50
 CHART 11

CHART SHOWING THE INFORMATION REGARDING THE MAINTENANCE OF

MAHINDRA TRACTORS

Chart Title

Excellent Poor Satisfactory

51
SPSS TOOL

52
 1. T- TEST
One-Sample Statistics

One-Sample Test

One-Sample Test

One-Sample Effect Sizes

53
2. ONEWAY ANOVA

54
CHAPTER – V

55
FINDINGS

56
FINDINGS

➢ 40% of respondents are aged between 30 to 45

➢ 70% of the respondents are male
➢ 40% of the respondents earn above 35000
➢ 84% of the respondents have Mahindra tractors
➢ 48% of the people perceived that Mahindra tractor is excellent
➢ 56% of respondents gained knowledge through friends and relatives
➢ 60% of respondents are affected by newspaper in buying behavior of Mahindra tractor
➢ 36% of respondents feel pleasant in the riding comfort
➢ 42% of the respondents are satisfied with the performance
➢ 46% of respondents are ordinary in the technology of Mahindra tractors
➢ 56% of respondents responded the maintenance is excellent

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SUGGESTIONS

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SUGGESTIONS
 More colors should be introduced in the market.

 Improvement in quality & style.

 The technology of vehicle should be thoroughly tested on all type roads before it is being launched
into the market

 Body strength should be improved.

 Mileage should be improved.

 Cost should be reduced

 Headlight focus should be improved.

 To improve the service facilities.

 Stoke observer near front wheel should be improved.

 The overall weight and height of the vehicle should be increased.

 Starter should be improved.

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CONCLUSION

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CONCLUSION

Mahindra Tractor is a clear winner when it comes stamina. The designers of this tractor have given a
lot of thought to its styling, graphics and contours. The stylish head lamps smartly merge into the tear
drop fuel tank while the tail lamp also looks cool as it emerges from the body. The tank style should be
changed so that it suits the Laps of the rider to suit well and come out with new colors.

I would like to conclude my project with a sense of satisfaction that whatever knowledge I have gained
in this semester of my curriculum can be indeed used in the real-life situation and enhanced my view at
looking towards things in a wider perspective, of-course the in-depth analysis has to be done in the
classrooms, but the report writing gives the student, a chance to know him about the latest
developments in the concerned field. The project not only imparted me the practical knowledge but
also gave me an idea of working in an organization with perfect teamwork. I came to know about a fact
that I like to share with the reader

“All men like to think they can do it alone, but a real man knows there’s no substitute for support,
encouragement or a crew.” It makes the student use his theoretical knowledge in practice and gives
human insight into the working of a firm. Personally, my own opinion is that such type of report
writing should be included as a part of curriculum for all other courses.

61
BIBLIOGRAPHY

62
BIBLIOGRAPHY
BOOK:
• H.J. Markley (2005) -"The John Deere 8030 Tractor" Journal Achtmeyer Center for Global
Leadership
• David Ocanas (2005) -" John Deere & Co. Agricultural Operations "
• Robert “Bobby (2005) -" Predicting Tractor Diesel Fuel Consumption "
• Keith Walley (2007) -" The importance of brand in the industrial purchase decision: A case
study of the UK tractor market" Journal of Business & Industrial Marketing Volume 22 ·
Number 6
• Robert (2014) -" Predicting Tractor Diesel Fuel Consumption"
• Feng Jianying (2011) -"Farmers’ brand perception toward agricultural machinery in China"
African Journal of Agricultural Research Vol. 6(8)
• Jerid Bethke (2011) -" John Deere Strategic Investor Plan"
• Garrett W. Davis (2011) -" Deifying and Meeting the Demand for Agricultural Machinery in
China: A Case Study of John Deere "

WEBSITES:
https://www.marketing91.com/marketing-mix-of-mahindra-and-mahindra/
www.ibef.com
www.mahindratractor.com
www.slideshare.ne

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ANNEXURE

64
QUESTIONNAIRE
1. What is your Age?

a) Below 30
b) 30 – 45 years
c) Above 45

2. What is your Gender?

a) Male
b) Female

3. What is your income?

a) Below 20000
b) 20000 – 35000
c) 35000 above

4. Do you have Mahindra tractors?

a) Yes
b) No

5. What is your perception about Mahindra tractors?

a) Excellent
b) Good
c) Moderate

6. Through which media you came to know about Mahindra tractors?

a) Advertisement
b) Friends and relatives
c) Online
d) Observation
7. name the media through which you came to know about Mahindra tractors?

a) News Paper
b) Magazine
c) Television

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8. How is the riding comfort in Mahindra tractors?

a) Superior
b) Pleasant
c) Satisfactory

9. How satisfied are you with the performance of Mahindra tractors?

a) Satisfied
b) Somewhat satisfied
c) Dissatisfied

10. How is the technology of Mahindra tractors?

a) Magnificent
b) Delighting
c) Ordinary

11. How is the maintenance of Mahindra tractors?

a) Excellent
b) Poor
c) Satisfactory

66