mahendra patil

8/9/2019 Mahendra Patil

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MARKETING STRATEGIES OF MAHINDRA

CTORS

C O N T E N T S

Page

EXECUTIVE SUMMARY2-4

CHAPTER: - I Profile 5-23

Overview of the Mahindra Company.

Profile of Mahindra Company.

Profile of Basava motors.

CHAPTER :- II Teore!i"al Fra#e$or% 24-36

dvertisin! strate!ies.

"ales promotion tools.

"ales trends.

Models of the Mahindra tra#tors.

CHAPTER : - III Da!a a&al'(i( 3$-53

%ata interpretation & analysis.

CHAPTER : - IV Fi&)i&g(*

S+gge(!io&( , "o&"l+(io& 54-5$

A&&e+re Bi'lio!raphy

5(-63

)*estionnaire

-------------------------------------------------

+


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EXECUTIVE SUMMARY

I&!ro)+"!io&: -

s*##ess of the firm lar!ely depends *pon how effe#tively and it serves the

e,istin! and prospe#tive #*stomers. Be#a*se it is only the sales whi#h 'rin! reven*e to the firm the

mana!ement of the firm #an 'e effi#ient when there will 'e proper plannin! and #ontrol the present

and f*t*re a#tions of the firm.

n the present #ompetitive s#enario it is very essential to predi#t the needs of

the #*stomers in hand and see to it that no stone is left *nt*rned. C*stomer satisfa#tion is the main

thin!s whi#h #ontri'*te to e,pansion and pro!ress in any '*siness. "t*dy of #*stomer/s attit*de

towards the prod*#t in hand is also one of the main thin!s whi#h #ontri'*te to the de#ision whether

the path sele#ted to pro!ress and #reate healthy '*siness relationship.

Nee) for !e S!+)':-

0his st*dy is an attempt to re#o!ni1e whi#h type of maretin! strate!ies

adopted 'y the #ompany. ow they 'ro*!ht their prod*#t into the maret. nd how they in#reased

their #ost*mer attit*des #*stomer preferen#e sales & 'rand awareness in their re!ion

O./e"!i0e( of !e (!+)':-

+ 0o now the maretin! strate!ies of Mahindra tra#tors adopted 'y the #orporation aro*nd the

"indhan*r.2 0o nown the awareness of 'rand aro*nd the "indhan*r.3 0o nown the #*stomer response towards the ohn %eere tra#tors.4 0o nown the pro'lems fa#ed 'y the #*stomer.

2


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Re(ear" #e!o)olog':-

0he data and information needed for the st*dy has 'een #olle#ted from 'oth

primary and se#ondary so*r#es. 0he primary so*r#es *sed for #olle#tion of information are

*estionnaire personal interviews with the #*stomer of the Mahindra tra#tors and offi#ial interviews

in the #orporation. n addition to this the information is also #olle#ted from se#ondary so*r#e thro*!h

the net.

Re(ear" )e(ig&:-

n the st*dy on attempt is made to eval*ate the prefa#e of the #ompany/s

approa#h the sales persons a'o*t their maretin! strate!ies lie advertisement sales

promotion tools et#. these are main! to #reate a awareness of 'rand in their re!ion of sales.

I1 Da!a "olle"!io&:-

7or this st*dy the primary and the se#ondary data were #olle#ted from

#ond*#tin! s*rvey on that re!ion. 0he followin! shows how #olle#ted the primary as well

as se#ondary data.

A1 Pri#ar' )a!a:-

0he primary data was o'tained thro*!h maret s*rvey 'y personal

interview and *estionnaire method at "indhan*r re!ion.

B. Se"o&)ar' )a!a:-

0he se#ondary data is #olle#ted from the #ompany as well as thro*!h

some we'sites 8www.mahindra.#om

3

http://www.mahindra.com/http://www.mahindra.com/


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Fi&)i&g( of !e (!+)':-

##ordin! to s*rvey it was #lear that the availa'ility of spare parts was very easy.

O*t of 59 respondents it #an 'e seen that 36 i.e. +( respondents/ p*r#hases tra#tors 'y wall

paintin! and 4 .amon! 54 of the respondents were p*r#hased from others. 0he 92 & 93

respondents 'y 0.;. dds and ma!a1ines.

O*t of respondents we find that 54 whi#h of 2$ respondents are in a in#ome !ro*p of


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4. Preferen#es & response of the #*stomers wo*ld #han!e over a period of time.

Ca3!er-I

Co#3a&' 3rofile

Overview of the Mahindra Company.

Profile of the Mahindra Company.

Profile of Basava motors.

5


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Co#3a&' 3rofile

. HISTORY OF THE COMPANY:-

Mahindra and Mahindra @imited is the fla!ship #ompany of the

Mahindra !ro*p whi#h has 'een a si!nifi#ant presen#e in ey se#tors of the ndian e#onomy.

#onsistently hi!h performan#e M&M has 'een raned amon! the top private se#tor #ompanies in

the #o*ntry for several years.

Mahindra 'rothers 8


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ll other a#tivities sp*n off into separate entities and or!ani1ed *nder

'*siness !ro*ps ea#h headed 'y a president. 0hese !ro*ps are in the areas of hospita'ility trade and

finan#ial servi#es a*tomati# #omponents information te#hnolo!y tele#om and infrastr*#t*redevelopment.

0hey have diversified into finan#ial servi#eE Aota Mahindra was the

#olla'oration with Aota. t was started 5 years 'a# & another 'y name MM7"@ 8Mahindra

&Mahindra 7inan#ial "ervi#es @td. were formed in order to serve p*'li# to p*r#hase fo*r wheelers

thro*!h installments and finan#ial s#hemes.

To)a' M,M a( !$o #ai& o3era!i&g )i0i(io&(:-

0he a*tomotive division man*fa#t*res *tility and li!ht #ommer#ial vehi#les.

0he farm e*ipment division maes a!ri#*lt*ral tra#tors and other farm e*ipments.

M&M employees more than 25999 peoples and has 6 states of an art

man*fa#t*rin! fa#ilities spread over 599999 s. meters it has over 39 sales offi#es s*pported 'y a

networ of over 599 dealers 599 a*thori1ed servi#e points and 699 sto# points a#ross the #o*ntry

this networ is #onne#ted to #ompany/s plants 'y an e,tensive 0 infrastr*#t*re.

M&M o*tstandin! man*fa#t*rin! and en!ineerin! sills allow it to #onstantly

innovate and new prod*#ts for the ndian maret. Proof of this e,pertise is the la*n#h of Bolero a

new !eneration *tility vehi#le and tile r?*n a sophisti#ated a!ri#*lt*ral tra#tor.

0he #ompany/s #ommitment to te#hnolo!y-driven innovation is refle#ted in

the settin! *p of the Mahindra resear#h valley a +99 a#re fa#ility that will ho*se less than one roof

the #ompany/s en!ineerin! resear#h and prod*#t development win!s.

0he M&M philosophy of !rowth is #entered on a 'elief in people. s a

res*lt the #ompany has p*t in pla#e initiatives that see to reward and retain the 'est talent in the

ind*stry. M&M are also nown for its pro!ressive la'o*r mana!ement pra#ti#es.

n the #omm*nity development sphere the #ompany has implemented

several pro!rams that have 'enefited the people and instit*tions will its areas of meas*rements.

$


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O0er0ie$ of !e Mai&)ra "o#3a&':-

0he G" H6.$ 'illion Mahindra Iro*p is amon! the top +9

ind*strial ho*ses in ndia. Mahindra is the maret leader in m*lti-*tility vehi#les in ndia t made a

milestone entry into the passen!er #ar se!ment with the @o!an. Mahindra & Mahindra is the only

ndian #ompany amon! the top tra#tor 'rands in the world.

0he Iro*p has a leadin! presen#e in ey se#tors of the ndian

e#onomy in#l*din! the finan#ial servi#es trade retail and lo!isti#s a*tomotive #omponents after-maret information te#hnolo!y and infrastr*#t*re development. Mahindra has re#ently made an

entry in the two-wheeler se!ment whi#h will see the #ompany emer!e as a f*ll-ran!e player with a

presen#e in almost every se!ment of the a*tomo'ile ind*stry.

MahindraJs 7arm K*ipment "e#tor is the pro*d re#ipient of the apan )*ality

Medal the only tra#tor #ompany worldwide to 'e 'estowed this honor. t also holds the distin#tion of

'ein! the only tra#tor #ompany worldwide to win the %emin! Pri1e. 0he G" 'ased


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Ra&%( , ra!i&g( of Mai&)ra "o#3a&':-

4556

• *to "e#tor was the pro*d re#ipient of the presti!io*s ational ward for


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• M&M/s *to "e#tor awarded the 2nd pri1e for K,#ellen#e in "*pply Chain Mana!ement

or!ani1ed 'y ".P. ain nstit*te of Mana!ement &


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other a*tomaers s*#h as 0ata/s thans to a new vent*re with issan and


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e is Past President 2993-94 of the Confederation of ndian

nd*stry and has also 'een President of the *tomotive


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A&a&) G1 Mai&)ra

Vi"e Cair#a& , Ma&agi&g Dire"!or

A1K1 Na&)a

Ee"+!i0e Dire"!or

Mr1 A&/a&i%+#ar Co+)ari

Pre(i)e&! - Far# E?+i3#e&! Se"!or a&) Me#.er of !e Gro+3

Ma&age#e&!


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Ra/ee0 D+.e'

Pre(i)e&! =HR* Af!er-Mar%e! , Cor3ora!e Ser0i"e(>


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De3ar!#e&!( : "ales "e#tion "ervi#e "e#tion & "pare Parts"e#tion

Offi"e (!aff :

Sale( Se"!io& : Mr1 Sa#.a Si0a Rao 8##o*ntant.

Mr1 A#.re( 8"ales Mana!er

Mr1 A&a&) , Mr(1 Par0a!i 8M"" Co-ordinate &

Comp*ter Operator

Mi((1 Pra0alli%a 8"ales C


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S!re&g! of !e So$roo#:

• K,perien#ed salesman/s with maret nowled!e

• =ell f*rnished offi#e with different departments

• @ar!e spare se#tion with different all type of Mahindra spare parts

• )*ality servi#e for #*stomer satisfa#tion

• )*alified employees and silled te#hni#ians

• 0hey were a*thori1ed to sell #lass parts

• "eparate worshop with silled worers with several e*ipments and different types

lathes

+(


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O r g a n i s a t io n S t r u c t u r e o f M / s S h r i B a s a v a M o t o r s

C a s h i e r T y p i s t

S a l e s

C a s h i e r T y p i s t

S e r v i c e

F i n a n c e M a n a g e r

S a l e s M a n T e l e M a r k e t e r O t h e r W o r k e r

S a l e s M a n a g e r

F L A C R O

e l p e r W a t e r S e r v i c e

M e c h a n i c s

e l p e r

L a t h e O p e r a t o r

S u p e r v i s o r ! n s t a l l e r

S e r v ic e M a n a g e r

M a n a g i n g " i r e c t o r # s

+


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Fi&a&"ial I&(!i!+!io&( Pro0i)i&g Cre)i! Fa"ili!' i& P+r"a(i&g Mai&)ra

Tra"!or(:

• "tate Ban of ndia8"B

• Mahindra 7inan#e @td.

• "tate Ban of ydera'ad8%B

• ndian Ban

• Pra!athi Iramina Ban8PIB

• "yndi#ate Ban

• @ & 0 finan#e

• Other Bans

29


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Deali&g Pro"e)+re of M( Sri


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0o in#rease the sales Mana!in! %ire#tor 8M% has appointed separate sales for#e

to meet the #hallen!e of #ompetition. 0his for#e has spread all over the area of sindhan*r whi#h

mae dire#t

Conta#t with the #*stomer whi#h res*lted the !reater sales of Mahindra tra#tor.

SA2ES TRENDS

PERIOD UANTITY

=IN TRACTORS>

2996-299$ 83-MO0" 39

299$-299( 3+5

299(-29++ 2(9

0O0@ 625

22


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QUANTITY 0

50

100

150

200

250

300350

30

315

280

2006-2007 2007-2008 2008-2009

Ca3!er-II23


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Mar%e!i&g (!ra!egie( of Mai&)ra !ra"!or(

A)0er!i(i&g (!ra!egie(1

Sale( 3ro#o!io& !ool(1

Sale( !re&)(1

Mar%e!i&g (!ra!eg'* Sale( Pro#o!io& , Selli&g Pro"e(( "arrie) o+! .' M(


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♦ "howroom demonstration.

♦ 0est drive.

♦ ;ehi#le delivery.

Mai&)ra Tra"!or Mo)el(:-

7arm K*ipment "e#tor prod*#es the widest ran!e of tra#tors and

tra#tor implements to s*it the varied needs of farmers/ world over. %ifferent tra#tor models

#over diversified maret se!ments from 25 P to 69 P tra#tors. Mahindra is re#o!ni1ed as a

powerf*l sym'ol of prod*#tivity and *nparalleled performan#e. t is the maret leader and at the

help of the ndian 0ra#tors nd*stry.

Mai&)ra Sar3a&" 498 DI

26


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E&gi&e S3e"ifi"a!io&(:

Mae and Model : Mahindra M%-+$(5

orse Power : 39P Cate!ory

Bore and "troe : ((. , 6mm

o. of Cylinders : 3

C*'i# Capa#ity : +$((##


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E&gi&e (3e"ifi"a!io&(:

Mae and Model : Mahindra MC K +$35

orse Power : 25 .P. Cate!ories

Bore and "troe : +2$ , +3$mm

o. of Cylinders : +

C*'i# Capa#ity : +$35##


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E&gi&e S3e"ifi"a!io&(:-

Mae and Model : Mahindra M +$$


Bore and "troe : +92 , ++9mm

o. of Cylinders : 2

C*'i# Cate!ory : +$$##


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Mai&)ra Sar3a&" 88 DI

E&gi&e S3e"ifi"a!io&(:-

Mae and Model : Mahindra M%-3999 B


Bore and "troe : ((. , +9+.6mm o. of Cylinders : 4

C*'i# Capa#ity : 2523##


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O!er Mo)el(:

1 Mai&)ra -Ar/+& 778DI

41 Mai&)ra-Sar3a&" 78DI

3+


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61 Mai&)ra -Sar3a&" 48DI TU

71 Mai&)ra -


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8 Mai&)ra -


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Mai&)ra -Sar3a&" 88DI =(+3er !+r.o>

1 Mai&)ra-Ar/+& 958DI

34


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1 Mai&)ra-


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36


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Ca3!er-III

C+(!o#er a!!i!+)e , Da!a a&al'(i(

E0al+a!io& of !e S!+)':-

detailed analysis of the st*dy is ne#essary and is to 'e #onsidered in

order to #ompare the a#t*al theory with that pra#ti#al the variants of whi#h may form the 'asis for

improvements. Aeepin! this point in view and to f*lfill the Kval*ation variants of whi#h may form

the 'asis for o'?e#tives of the st*dies an attempt has 'een made to se!ment the vario*s respondents

on the 'asis of some aspe#ts #olle#ted from them thro*!h *estionnaire. 0here are depi#ted thro*!h

ta'les and !raphs.

3$


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0he #opy of *estionnaire administered is en#losed and the sample si1e

was 59 respondents are en#losed at the end of this pro?e#t. ll the #al#*lations and n*meri#al

interpretations are for +99.

Da!a A&al'(i( a&) I&!er3re!a!io&:

Ta.le- A$are&e(( le0el i& "o#3re((io& of o!er(


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No. of respop

Per#enta!e

69 96 +9 94 94 +6 +99

I&!er3re!a!io&:

So+r"e: - 7ield s*rvey data

0he a'ove ta'le shows that amon! 59 respondents 69 of them are

in the !ro*p of Mahindra 96 of them are in !ro*p of 0afe +9 are in the !ro*p of "wara? 94 of

them are in the !ro*p of Ki#her 94 of them Ks#ort and @&0 is +6. 0herefore we #ome to now

that most of people are aware of Mahindra tra#tors.

Ta.le-4 Profe((io& of Re(3o&)e&!(:

Parti#*lars o. of


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Agriculture Business Others

)

*

+)

+*

,)

,*

-)

Graphical representation of the above table

Professions

I&!er3re!a!io&:

So+r"e:- 7ield s*rvey data

0he field s*rvey #learly in di#tatres that the profession of the #*stomer lies an important role

on the p*r#hase of tra#tors. 0he a'ove ta'le shows that o*t of 59 respondents 52 are from as

a!ri#l*lt*re +6 are from '*siness p*rpose and 32 respondents are from other p*rpose. s from

ta'le many respondent p*r#hased this tra#tors for their related p*rpose.

Ta.le-6 Re(3o&)e&!( I&"o#e(

n#omes o. of respondents Per#enta!e

Below 49999 9( +6

4+999-$9999 96 +2$+999-+99999 2$ 54

+9+999 and a'ove 9 +(

49


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1

1

2

2

3

R

No. of respondents

0otal

59 +99

I&!er3re!a!io&:


0he st*dy #learly states that the in#ome is also an important parameter in p*r#hasin! the

tra#tors. t was noti#ed that amon! 2$ respondents 54 are in the in#ome !ro*p of r*pees $+999 to

+99999 +2 are in 'elow


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r!p"#c!$ rep

0otal

59 +99

I&!er3re!a!io&:

So+r"e:-7ield s*rvey data

t was fo*nd that amon! 59 respondents 69 of them were in !ro*p of #ompany showroom

( of them ea#h were in !ro*p of #ollea!*es & advertisement rest of them were friends self and

relatives. Most of the people are '*yin! the tra#tors in the showroom.

Ta.le-8 Mo)e of 3+r"a(e

Parti#*lars o. of respondents Per#enta!e

Cash +5 39

Credit 35 $9

0otal 59 +99

42


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+ ,

)

*

+)

+*

,)

,*

-)

-*


Mode of purchase

No. of respondents

I&!er3re!a!io&:

So+r"e: 7ield s*rvey data

t was fo*nd that amon! 59 respondents $9 of them were in the !ro*p

of #redit. ll most of all #*stomers are '*yin! the tra#tors on the 'asis. nd 39 of them were in the

!ro*p of #ash.

Ta.le-9 So+r"e of "re)i! 3+r"a(e

Parti#*lars o. of respondents Per#enta!eMahindra finan#e + 3(

"B 9 +(

"B 94 9(

0IB 95 +9

Others +3 26

43


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9

r!p"#c!$ rep

Mahindra fnance

0otal

59 +99

I&!er3re!a!io&:


t is #lear that amon! 59 respondents 3( of them are in the !ro*p of

Mahindra finan#e +( of them are in the !ro*p of "B 9( of them are !ro*p of "B +9 if

them are in the !ro*p of 0IB and 26 of them are others.

Ta.le- Sa!i(fa"!io& $i! !e fi&a&"ier


7*lly satisfied 2( 56

Partially satisfied +3 26

%issatisfied 9 +(

44


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)

*

+)

+*

,)

,*

-)

Grap

No. of respondents

0otal

59 +99

I&!er3re!a!io&:


0he a'ove ta'le e,plain that amon! 59 respondents 56 of them are in

the !ro*p of f*lly satisfied 26 of them are in the !ro*p of satisfied and +( of them are in the

!ro*p of dissatisfied. i!hest per#enta!e of #ons*mer is satisfied with the finan#iers providin! the

#ompany.

Ta.le-

So+r"e( of A$are&e((


0.;.dds 92 94

=all paintin! +( 36

Ma!a1ines 93 96

Others 2$ 54

0otal 59 +99

45


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T.V.Adds ; 4

wall paintin!; "#

Ma!a$ines; #

%thers; &4

Sources of awareness

I&!er3re!a!io&:


0he field s*rvey #learly shows that amon! 59 respondents 54 of them

are in the !ro*p of others 36 of them are in !ro*p of wall paintin! 96 of them are in the !ro*p

of ma!a1ines 94 of them are in the !ro*p of 0.;.dds.

Ta.le- Vei"le Perfor#a&"e


K,#ellent 26 52Iood 9( +6

vera!e +2 24

Poor 94 9(

0otal 59 +99

46


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'/cellent 0oo$ Average .oor

)

*

+)

+*

,)

,*

-)

Vehicle Perfor'ance

Perfor'ance

No. of respondents

I&!er3re!a!io&:


t was noti#ed that amon! 59 respondents 52 of them are in the

!ro*p of e,#ellent and +6 of them are in the !ro*p of !ood 24 of them are in the !ro*p of

avera!e and ( of them are in the !ro*p poor. Most of the #ons*mers are satisfied with the vehi#le

performan#e.

Ta.le-5 P+r"a(e of 3re(e&! 0ei"le

Parti#*lars o. of respondents Per#enta!eCompany showroom 3( $6

7riends 9( +6


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(o'pan) showroo'

*riends

+elatives%thers

Purchase of present vehicle

I&!er3re!a!io&:


7rom the field s*rvey it was e,plained that amon! 59 respondents $6

of them are in the !ro*p of showroom +6 of them are in the !ro*p of friends and rest of the

mem'ers are in the !ro*p of relatives and others. Most of the #ons*mers are p*r#hased the present

vehi#le in the showroom.

Ta.le- Te life of !e !ra"!or(

Parti#*lars Below

+ year

"in#e +

year

"in#e 2

year

'ove 2

years

0otal

o. of

respondents

+5 +( 9$ +9 59

Per#enta!e 39 36 +4 29 +99

4(


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Belo% + year Since + year Since , year A1ove , year

)

,

2

3

4

+)

+,

+2

+3

+4

,)

The life of the tractors

,ife

No. of respondents

I&!er3re!a!io&:


0he a'ove ta'le shows that 59 respondents 36 of them are in the!ro*p of 'elow + year 29 of them are in the !ro*p of a'ove 2 year and +4 of them are in the

!ro*p of sin#e 2 year. Most of the #ons*mers are *sin! the vehi#le sin#e + year.

Ta.le-4 af!er (ale( a&) (er0i"e

Parti#*lars o. of respondents Per#enta!eK,#ellent 39 69

Iood 9( +6

vera!e 96 +2

Poor 96 +2

0otal 59 +99

4


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'/cellent0oo$Average.oor )

*

+)

+*

,)

,*

-)

-*

)5

+)5

,)5

-)5

2)5

*)5

3)5

6)5


satisfaction after sales and services

No. of respondents Percenta!e of respondents

I&!er3re!a!io&:


t was noti#ed that 59 respondents 69 of them are in the !ro*p of

e,#ellent +6 are in the !ro*p of !ood +2 of them are in the !ro*p of avera!e and +2 of them

in the !ro*p of poor. Most of the peoples are satisfied with the after sales and servi#es.

Ta.le-6 S+gge(! !e 0ei"le !o o!er(

Parti#*lars o. of respondents Per#enta!ees 36 $2

o +4 2(

0otal 59 +99

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+

,

)

*+)

+*

,)

,*

-)

-*

2)

-esNo

-3))5

6,5

+2))5

,45

Su!!est the vehicle to others

No. of respondents

Su!!esation

I&!er3re!a!io&:


t #an 'e seen that from the a'ove ta'le amon! 59 respondents $2of

them are in the !ro*p of K" and 2( of them are in the !ro*p of O d*e to this we #an tell the

most of the #ons*mers will s*!!est others to '*y the Mahindra tra#tors.

Ta.le-7 Sa!i(fa"!io& of !e "o&(+#er( $i! !e Mileage of Mai&)ra

Tra"!or(


;ery satisfied +6 32

"atisfied 3+ 62

%issatisfied 93 96

0otal 59 +99

5+


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7ery satisfie$ Satisfie$ "issatisfie$)

*

+)

+*

,)

,*

-)

-*

Satisfaction of the custo'ers with the 'ilea!e of the Mahindra tractors

+an!e of 'ilea!e satisfaction

No. of respondents

I&!er3re!a!io&:


7rom the a'ove ta'le it is #lear that most of the #*stomers are

satisfied with the f*el #ons*mption. B*t still the #ompany sho*ld str*!!le a lot to satisfy the

#*stomer very m*#h in this re!ard.

Ta.le-8 Re(3o&(e a&) .ea0ior of !e fir# (!aff $i! re(3e"! of

Sale( a&) (er0i"e(


nformative ++ 22

Co-operative 2+ 42

Comm*ni#ation +2 24

Convin#in! 96 +2

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)

*

+)

+*

,)

,*

+esponse and beha

No. of respondents

0otal

59 +99

I&!er3re!a!io&:


7rom the a'ove ta'le it is #lear that they are #o-operative 42 as

followed 'y #omm*ni#ations 24 information 22 and #onvin#in! as +2.

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Ca3!er-IV

7indin!s s*!!estion & #on#l*sion

Fi&)i&g( of !e (!+)':-

0he followin! the derived from the data eval*ated and analy1ed 'y s*rvey:

##ordin! to the s*rvey it was fo*nd that Mahindra tra#tors have a 'rand loyalty than other

tra#tors 'e#a*se of its advan#ed feat*res.

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mon! 59 respondents it was fo*nd that 52 whi#h is of 26 respondents was aware of

Mahindra tra#tors and lie to p*r#hase Mahindra vehi#le only 'e#a*se of its !ood performan#e.

O*t of 59 respondents it was fo*nd that 62 whi#h of 3+ respondents p*r#hase tra#tors for

a!ri#*lt*ral p*rpose +4 respondents for '*siness and 24 respondents for other p*rpose

therefore we #an say a!ri#*lt*re is the main reason for p*r#hasin! of tra#tors.

##ordin! to s*rvey it was #lear that the availa'ility of spare parts was very easy.

O*t of 59 respondents it #an 'e seen that 36 i.e. +( respondents/ p*r#hases tra#tors 'y wall

paintin! and 4 .amon! 54 of the respondents were p*r#hased from others. 0he 92 & 93

respondents 'y 0.;. dds and ma!a1ines.

O*t of respondents we find that 54 whi#h of 2$ respondents are in a in#ome !ro*p of


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mon! 59 respondents +$ are f*lly satisfied with the dealer/s servi#es and are satisfied and

respondents were not too m*#h satisfied.

Cost in#*rred in maintenan#e of M&M tra#tors is reasona'le and easily afforda'le.

Compared to the other 'rand of tra#tors availa'le in ndian maret st*dy reveals. 0hat M&M

tra#tors have a lon!er life.

M&M tra#tors are more e#onomi#al in the matter of f*el #ons*mption.

%ealer/s maretin! strate!ies and sales promotion is !ood.

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S+gge(!io&(:-

%*rin! the s*rvey the re!*lar #*stomers of Mahindra tra#tors #ome o*t with or!ani1in!

information and s*!!estions some of them are listed 'elow:

• M&M Company needs additional sales promotional a#tivities lie or!ani1in! e,hi'itions

fairs iss*in! #atalo!*es and 'roa#hes display and demonstration #ontests et#.

• Company sho*ld !ive advertisement in ma!a1ines and news papers to mae them aware

and to attra#t #*stomers

• %ealer sho*ld attra#t #*stomers 'y !ivin! spe#ial red*#tion in pri#es at the time of

festivals

• Mahindra tra#tors are restri#ted only to red #olor #ompany need to #han!e espe#ially

metalli# #olor.

• %ealer>sales mana!er re*ires #ond*#tin! meetin!s #onventions and #onferen#es and

trainin! their sales for#e 'y providin! sales tar!et 'on*s and other in#entives.

• %ealer sho*ld personally tae #are of #*stomers share of in small n*m'er of #*stomers

are not satisfied 'y the response !iven 'y the servi#e personnel at the time !eneral #he#

*p.

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• smaller seat sho*ld 'e provided for 'etter drivin! #omfort and red*#tion of strain and

safety seat 'elt.

• n#rease in p*llin! power sho*ld 'e ind*#ed to ens*re !reater worin! effi#ien#y.

• "ales servi#e and after sales servi#e sho*ld in#rease to the e,#ellent level whi#h will add

to the #ompany/s 'rand ima!e.

ANNEXURE

• Bi'lio!raphy

• )*estionnaire

5(


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+e(!io&&aire

%ear "ir > Madam

wo*ld 'e thanf*l if yo* #an spend a #o*ple of min*tes to fill this *estionnaire the information is

for a#ademi# p*rpose and will 'e ept #onfidential.

+. ame :

2. !e :

3. Kd*#ational "tat*s :

4. ddress :

5. O##*pation : a 7armer S T ' Other S T

6. nn*al n#ome : a Below 49999 S T

' 4+999-(9999 S T

# (+999-++9999 S T

d +++999 and a'ove S T

$. s this yo*r first tra#torU

a es S T ' o S T

(. =hi#h mode yo* want to '*y:

a Cash S T ' Ban @oan S T

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# Credit S T d 7inan#e S T

=hat fa#tor infl*en#ed yo* to '*y this tra#torUa 7riend S T ' dvertisin! S T

#


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a es S T ' o S T

+$. re yo* satisfied with the after sales and servi#esU a K,#ellent S T ' Iood S T

# vera!e S T d PoorS T

+(. re yo* aware of different tra#tor 'randsU

a Ks#ort S T ' 0afe S T

# "wara? S T d Ki#her S T

+. "o*r#es of awareness:

a ews Papers S T ' Ma!a1ines S T

# 0; dds S T d Others S T

29. ;ehi#le performan#e:

a K,#ellent S T ' Iood S T

# vera!e S T d Poor S T

2+. 'o*t pri#in!:

a ;ery hi!h S T ' i!h S T

#


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25.


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mahendra patil

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