Mahindra & Mahindra

THEORETICAL FRAME WORK

The Objective of this chapter is to outline the consumer

behavior and consumer buying process, stages of buying
process, buyer characters tics, product characteristics, seller
characteristics. Information processing, variables influencing
the decision process and also consumer behavior of Mahindra
& Mahindra tractor are also covered in this chapter.
The term consumer behavior refers to the behavior that
consumer’s display in searching for purchasing, using,
evaluating and disposing of products and services that they
expect will satisfy their needs. To study the consumer behavior
they will consider what they buy, when they buy, why they
buy, where they buy how often they buy and how often they
use it. Consider durable goods like tractors. What kinds of
consumers buy tractors for their cultivation. What features do
they look for tractors? What features do the seek, how likely
are they look for tractors?. What features do they seek, how
likely are they to replace their old models with new models
with added features become available. The answers these
questions can be found through our summer research and
provide cement manufactures with important input for product
scheduling, design modification promotional strategy for
example couple of experience dissatisfaction with them choice
of an automobile, perhaps because of Continuing service
problems. They may communicate their dissatisfaction to
friends, and in turn influence their friends future automobile
purchase or they may never to buy the same make or model
again prescribing their own future selection decisions. Each of
these possible consequences of consumer post purchase
dissatisfaction has significant ramification for automobile

P.A.S. College 1
 Mahindra & Mahindra
marketers, who have to build post purchases strategies into
their promotional campaign.

Consumer behavior developed as a separate marketing

discipline. Marketers had long rated that consumers did not
always act or react, as marketing theory would suggest. The
size of the consumer market in this country was vast and
constant expanding. Billions of dollars were spend on goods
and service by tens of millions of people consumer preference
were changing and becoming highly diversified. Even in
industrial markets, where in consumer markets, buyers were
exhibiting diversified preference and less predictable purchase
behavior.
Market researchers began to study the buying behavior
to consumers. They soon realized that despite a some times
“me too approach” to fads and fashion, many consumers
rebelled at using the identical products everyone else used
instead. They preferred differentiated products that they felt
reflected their own special needs. Personalities and life styles.
To better meet the needs of specific.
Groups of consumers, most mareters adopted a policy of
market segmentation, which called for the division of their
potential markets into smaller, homogenous segments for
which they could design specific products and promotional
campaign. They also used promotional techniques to vary the
image of their products so that they would be perceive as
better fulfilling the specific needs of certain target segments a
process now known as positioning. Other reasons for the
developing interest in consumer movements, public policy
concerns environmental concerns and the growth of both non
profit marketing and international marketing. In addition to the
fast pace of new product introduction, other factors
contributed to the development of consumer movement

P.A.S. College 2
 Mahindra & Mahindra
created urgent need to understand now consumers make
consumption decision.

Consumer buying process:

In order to understand consumer behaviour, it is first
essential to understand the buying process. During the last two
decades, numerous models of consumer behavior depicting
the buying process have been developed.
All these model treat the consumer as a decision –maker,
who comes to the market place to solve his consumption
problems and to achieve the satisfaction of his need on the
advise of reference groups
And individuals, family members, social class and castes,
culture and the like. Both these similar variables influence
consumer and the buying process.

Stages of buying process:

The buying process is composed of a number of stages
and is influenced by individual psychological framework
composed of the individual personality, motivation,
perceptions and attitudes. The various stages of the buying
process are described below.

Need Recognition :
Need Recognition means awareness of a want, a desire
or a consumption problem without whose satisfaction the
consumer normally builds up tension. For example, a busy
housewife may feel the need for a washing aid an account for
her desire to find more time to spend with her children. This
recognition of the need for a washing aid might activate her to
find washer-man (or) washing machine. The marketer at this

P.A.S. College 3
 Mahindra & Mahindra
stage needs to determine the circumstances that usually
trigger consumer problem recognition. The market should
research consumers to find out:
1. What are the kinds of felt needs or problems that arise.
2. What brought them about and
3. How they led to this particular product.

Product Awareness
In this stage, the consumer is exposed the existence of a
product that may satisfy a need. This awareness may be on
account of the search carried out by the consumer him
self/herself thereby (or) because of a firm’s communications
through advertising (or) through social environment. This
awareness may be neutral (or) active when no need is
currently recognized by a consumer the awareness is neutral
because there is no immediate interest in int. when the need
becomes intense, he decided to take an action when a
consumer is already aware of a product and subsequently
recognizes a need, then the product awareness is active, and
immediately covered into interest.

Interest :
Interest may be viewed as a state of mind that exists
when a consumer perceives a needs and/or is ware of
alternative products capable of satisfying the need. Consumer
interest is indicated products capable of satisfying the need.
Consumer interest is indicated in the consumer’s willingness to
seek further information about a product.
At this stage the consumer is actively involved in the
buying process and pays attention to the product. However, if
he losses interest during this involvement, his/her attention
will be diverted and the buying decision process will break
down.

P.A.S. College 4
 Mahindra & Mahindra

P.A.S. College 5
 Mahindra & Mahindra
Evaluation and Intention :
Once interest in a product is aroused, a consumer enters
the subsequent stage of evaluation and intention and
intentions. The evaluation stage represents the stage of
mental trail of the product. During this stage, the consumer
attributes relative value (or) weight product information and
draws conclusions about their relative satisfaction giving
potential. After this evaluation, the consumer develops the
intention either to purchase or reject the product/branch. The
final purchase will, however, depend upon the strength of the
positive intention, that is the intention to buy.

Output :
Output is the end result of the inputs of consumer
behaviors. If emerges as the inputs are duly processed by the
consumer output is composed of purchase and post-purchase
behavior.

Purchase :
Purchase is consumer’s commitment for a product, it is
the terminal stage in the buying decision process that
completes a transaction. If occurs either as a trail and/or
adoption. If a consumer is buying a product for the first time,
then from the behavior view it may be regard as a trail. This
ratio enables him to gain experience about the product
purchased. If this experience is positive in terms of satisfaction
derivation, them repeat purchase may occur.

P.A.S. College 6
 Mahindra & Mahindra
For example, when a new brand of bathing soap of
introduced into the market, the consumer may but it for the
first time as a trail however, repeat purchase will occur only
when he is satisfied with its performance. But the possibility of
a trail purchase is not available in all cases. In the case of
consumer durable such as scooters, refrigerators, home
appliances electronic items a trail is not possible. Because
once a product is purchased, it has to be adopted and
repeatedly used. Adoption means a consumer’s decision to
commit to a full (or ) further use of the product.

Post Purchase :
Post purchase behavior refers to the behavior of a
consumer after commitment to a product has been made. If
originates out of a consumer experience regarding the use of
the product and is indicated in terms of satisfaction. This
behavior is replicated in repeat purchases of abstinence form
further purchase.
Actually, buyer behavior is an orderly process where is
the buyer interacts with his or her environment for making a
purchase decision on products. The environment consists of
many products. These factors could be sorted into four major
groups. Those associated with the buyer, with the products,
with the seller or with the situation. The various factors
associated with each major component are.

P.A.S. College 7
 Mahindra & Mahindra

Buyer Characteristics :
First we should gather a lot of information about the
buyer to understand how he came to a buying decision. So, we
should know cultural, social, personal and psychological factors
that operate on a buyer. Cultural factors include and
subculture of the buyer and his social class. Social factors
include the influence of other people particularly reference
groups. Family and roles and status. Personal characteristics
include age and life-style, occupation, economic
circumstances, life cycle position and personality. Finally,
psychological characters include motivation, perception,
attitudes and learning.

Product Characters :
Various production characteristics of the product
influence the buying decision. Product features like quality,
size, shape, color price and after sales service are considered
while making the decision. The marketer has control over
these product attributes and can design them in a way to
maximize the product appeal to the target market.

Seller Characteristics :
Characteristics of the seller also influence the buying
outcome. The buyers have an opinion about the retail outlets
and the manufacturers. Buyers have certain idea about the
reliability and service that a particular manufacturer gives.
They also form an impression of the retailer’s knowledge
ability and service. Thus, the manufacturers and the retailers
want to consider the seller characteristics that affects the
buyers buying decision.

P.A.S. College 8
 Mahindra & Mahindra

To days scenario in the world the total business in all

fields are depends on the consumer buying behavior without
knowing that no body will not achieve their goals and profit. So
consumer-buying behavior plays a vital role in business
consumer behavior models are six they are
1. Nicosia Model
2. Howard sheth model
3. Engle Blackwell
4. Sheth family decision-making.
5. Bettram information processing model.
6. Sheth-newman-gross model.

In these six models first three models related to

consumer decision making on how individual consumers carve
at brand choices. The forth model related with family decision
making. Particularly attention is given to factors that influence
the extent and nature of family member contributions to a
purchase decision. The fifth model focus on a consumer
information processing perspective. If focuses on the cognitive
aspects of information search and processing and indicates
how consumers use information to arrive at various types of
buying decisions. The last model is concerned with
consumption values specifically why consumer chose to buy or
not buy ascertain product type of product or specific brand.

Nicosia Model :
The model focuses on the relationship between the firm
and its potential consumers. The firm communicates with
customers through its marketing manager and consumer
communicate with the firm by their purchase response. This

P.A.S. College 9
 Mahindra & Mahindra
model in interactive in design form tries to influence
consumers, and the consumers by their actions influence the
firms.
Consumers attitude based on the firm messages it was
divide in tow parts. In first includes the aspects of firms
marketing environment and communication environment that
effect consumer attributes competitive environment etc., an
second comes to various consumer characteristics. After that
they will search for relevant information and evaluation of the
firms brand in comparison with alternative brands. The next
step is act of purchase i.e., consumer’s motivation towards the
firms brand in comparison with alternative brands. The next
step is act of purchase i.e., consumer’s motivation towards the
firms brand results in purchase of the brand from a specific
retailer. The last one is the feedback it consists of two types of
feedback from the purchase experience one is from sales data
and the other is in the form of experience (Satisfaction and
dissatisfaction)

Howad-Sheth-Model :
This model is revision of an earlier systematic effort to
develop a comprehensive theory of consumer decision making.
This model distinguishes among three levels of leaving.
1. Extensive problem solving
2. Limited problem solving
3. Routinized response behavior

P.A.S. College 10
 Mahindra & Mahindra

This model consists of four major steps of variables.

Inputs :
These variables are three distinct types of stimuli in the
consumer environment. They are significant stimuli, symbolic
stimuli and social environment.

Perceptual and Learning Constructs :

Thus contains psychological variables that are assumed
operate when the consumer is contemplating a decision. Some
of the variables are perceptual in nature and are concerned
with how the consumer receive and process information
acquired from the input stimuli and other part of the model
learning constructs serve the function of concept formation
including in this category are the consumer goal, information
about brands in the evoked sad criteria for evaluation
alternatives, preferences and buying intentions.

Outputs :
In indignities a series of outputs that correspond in name
to some of the perceptual and learning variables in addition to
the actual purchase.

Exogonour Variables :
Exogenous variables are not directly part of the decision
making process and are not shown in the model presented
here. Relevant exogenous variables include the importance of
the purchase, consumer personality traits, time pressure, and
financial status.

Engle-Kollat-Balckell Model :

P.A.S. College 11
 Mahindra & Mahindra
This model of consumer behavior. If was originally
designed to serve as a framework fro organizing the fast
growing body of knowledge concerning consumer behavior.
This model consists of four section.

Decision – Process:
The central focus of the model is on five basic decision
process stages problem recognition, search alternative
evaluation purchase and outcomes.

Information Input:
Information from marketing and non-marketing sources
feeds into the information processing section of the model.
After passing through consumer memory, which serve as filter,
the information has its initial influence at problem recognition
stage of the decision making process.

Information Processing:
The information processing section of the model consist
of the consumer’s exposure, attention,
comprehension/perception, yielding/ acceptance and retention
of incoming market dominated and non marketing information.

Variables Influencing the decision process:

It contains of individual and environmental influences
that affects al five stages of the decision making. Individual
characteristics include motives, values, life styles and
personality the social influences are culture, reference groups
and family situational influences such as consumer’s financial
condition, also influence the decision process.

P.A.S. College 12
 Mahindra & Mahindra
Sheth-Family-Decision-Making Model:
This model shows separate psychological system
representing the district pre-dispositions of the father mother
and other family members. These separate presuppositions
feed into family buying decisions, which may be either
individually or jointly determined, right side of the model lists
seven factors that influence whether a specific purchase
decision will be autonomous or joint. Social class, life style, role
orientation, family life-circle stage, perceived risk, product
importance and time pressure, this model suggests that joint
decision making tends to prevail in families that are middle
class, not married, or and close-Knit, with few prescribed
family roles. In terms or product specific factors, it suggests
that joint decision making is more prevalent in situation of high
perceived risk or uncertainty when purchase decision is
considered to be important, and when there is ample time to
make a decision.

Bettman’s information –processing model of consumer

choice:
Betman’s model of consumer choice pot rays the
consumer as possessing a limited capacity for processing
information. When paced with a choice, the consumer rarely
undertakes very complex analysis of available alternatives..
institute, the consumer typically employees simple decision
strategies. These simplifying decision rules enable the
consumer to arrive at choice by side stepping the overly
burdens task of assessing all the information available above
all the alternative. This model has seven basic components.

P.A.S. College 13
 Mahindra & Mahindra
Processing capacity:
The processing capacity components of the betman
model presumes that individuals have only a limited capacity
for processing information. Thus, in making choices,
consumers likely to find complex computations and extensive
information processing particularly difficult or burdens some.
To deal with these demands, consumers likely to select choice
strategies or rules of thumb that makes product selection as
easier and less taxing process.

Motivation :
Motivation is a vital point in betman model. It influences
both the directions and the directions and the intensity of
consumer choice and stimulates the consumer to seek the
information required to evaluate alternative and make choice.

Attention and Perceptual Encoding:

The attention and perceptual encoding component are
closely tied to and heavily influenced by the consumer’s goal
hierarchy. These are two types of attention one is voluntary
attention, which is conscious allocation of proceeding capacity
to current goals. And involuntary attention which more of an
automatic response to disruptive aspects.

Information Acquisition and Evaluation:

The consumer undertakes extent such to the extent that
information now available in memory is judged to be
inadequate newly acquired information is evaluated and its
suitability or influences is assessed.

Memory :

P.A.S. College 14
 Mahindra & Mahindra
Memory is component through which all information
flows. It is where a consumer first begins the search for
information on which a base a choice. If the internal
information insufficient, then the consumer undertaken
external search.

Decision Process:
This model stresses on different types of choices are
normally made in conjunction with the fulfillment with the
fulfillment of specific components of the model. Thus the
choices made during the decision processes components are a
particular form of choice, rather than the choice.

Consumption and Learning Process:

The consumption learning component of the Betman
model is concerned with the future utilization of experience
acquired after the purchase the choice has been made and the
selected alternative consumed. Such consumption
experiences not only provide the consumer with information to
be applied to future choice situations, but also provide the
basis for developing heuristics.

Scanner and Interrupt Mechanisms:

Betman models are scanner and interrupt mechanisms
that receive all kind of messages from the environment. The
scanner is continuously opened to relevant information from
the environment. The interrupt mechanism deals with
messages that interfere with the process of making a choice.

P.A.S. College 15
 Mahindra & Mahindra
Sheth-Newman- Grossmodel of Consumption Values:
The Sheth-Newman-Gross model of consumption vales
was recently developed to explain why consumer make choice
they do. The model concentrates on assessing consumption-
relevant values that explain why consumers choose one brand
over another. The model can be applied to consumer choice
involving a full range of products. In this model five
consumption values that are case modes.

Functional value:
The functional value of a consumer choice is the
perceived functional, utilitarian a physical performance utility
received from the choice attributes functional values is
particularly associated with economic utility theory, popularly
expressed in terms of “rational economic man”. At the heart of
the functional value are such consumer-relevant attributes as
reability, durability and price.

Emotional value:
The emotional value of a choice is the perceived utility
acquired from its capacity to stimulate the consumer’s
emotions. A choice acquires emotional value when associated
with specific feelings a when it triggers or sustains these
feelings. Products and services are frequently associated with
emotional responses.

Epistemic Value :
The epistemic value of a choice is the perceived utility
that comes from the choice’s ability to faster curiosity, provide
novelty, satisfy a desire for knowledge. New purchase and
consumption experiences, especially, after epistemic values,

P.A.S. College 16
 Mahindra & Mahindra
however even a simple change of pace also provides the
consumer with epistemic value.
Conditional value of a choice is perceived utility acquired
a choice as an outcome of same particular situation or
circumstance facing the consumer for instance same products
are associated with a particular time or even, same products
have specific ultimate and location benefits, same are
associated with once in a lifetime events, and same are use
only in emergency model.
The six model will help to know the consumer buying
behavior in plays a vital role when any company introduce new
product or any company newly entered into the business
though diversification or new to the business. They have to
know which factors effects the buying behavior. As the same
time buying behavior change according to the advertisements,
family behavior references groups and many more tie-buying
behaviors.
Sales promotion is necessary to motivate consumers it
will effect buying behavior. Recently the sales promotion is
introduced by the MNC’s to with stand competition in host
country (India).
Particularly in tractor industry in Indian scenario is facing
competition from MNC’s for example swaraj is offering different
schemes to motivate consumers to buy their product. It has
got a wide repetition through these schemes and creating
awareness among the people.
So it is necessary to do these things be the domestic
industries. Sales promotions generally effect on consumers
buying behavior through exchange offer.

P.A.S. College 17
 Mahindra & Mahindra

Consumer Behavior of Mahindra Tractors

What is consumer Behavior?
The Term “consumer behavior” can be defined as the
behavior that consumers display in searching for, purchasing,
using evaluation and disposing of products and services that
they expect will satisfy their needs. They study of consumer
behavior is the study if how individuals make decisions to
spend their available resources (money, time, effort) on
consumption related items. It includes the study of what they
buy it where they buy it and how often they buy it.
This projects report focuses on how and why consumers
make decision to consumer behavior buy tractor, consumer
behavior goes far beyond these facts of consumers make of
the goods, they buy and of dissatisfaction with his choice of
tractor perhaps because he had to forgo a another brand
vacation in order to pay for it, or because it has had life long a
building strength problem. He may communicate his
dissatisfaction to a friend and In turn influence his next cement
purchase or, he may vow to friend and family members, revert
to buy the same make or model again, affecting their future
decisions. Each of these possible consequences of consumer
post purchase dissatisfaction has signification for tractor
manufactures, who have to build post purchase strategies into
promotional campaigns.

Why we study CONSUMER BEHAVIOUR?

The study of CONSUMER BEHAVIOUR holds great interest
for us as consumers, as students and as marketers. As
consumer we benefit form insights into our own consumption
related decisions.

P.A.S. College 18
 Mahindra & Mahindra
What we buy, why we buy and show we buy. The study of
CONSUMER BEHAVIOUR makes us aware of the subtle
influences that persuade us to make the product or service
choice we do.
As students of CONSUMER BEHAVIOR it is important for
us to understand the internal and external influenced that
impel individuals, to act in certain consumption related ways.
CONSUMER BEHAVIOUR is simply a sub set of the larger
field of human behavior. As marketers and future marketers, it
is important for us to recognize why and how individuals make
their consumption decisions without doubt, marketers who
understand consumer behavior have a great competitive
advantage in the market place.

How & why the fields of CONSUMER BEHAVIOUR

Developed:
There are a number of reasons why the study of
consumer behavior developed as a separate marketing
discipline marketing scientists had long noted that consumers
did not always act or react as economic theory would suggest.
Consumer preferences were changing and becoming highly
diversified. As marketing researches began to study the buying
behavior of consumers they soon realized diversified. As
marketing researches began to study the buying behavior of
consumers they soon realized that despite were riding
similarities, consumers were not all, alike.

P.A.S. College 19
 Mahindra & Mahindra
Consumer Behaviour?
“The decision process and physical activity, individual
engage in when evaluating, acquiring, using or disposing of
goods and services”.
-(LOUDON DELLABITTA)

2. The Term “consumer behavior” can be defined as the

behavior that consumer display in searching for, purchasing,
using, evaluating, and disposing of products and services, that
they expect will satisfy their needs.

3. The theoretical basis for consumer behavior is primary is

primarily found in the behavior at sciences, psychology,
sociology and culture anthylogy, more explicity, consumer
behavior describes the individuals activity in obtaining and
utilizing goods and services includes the sequence of decision
process associated with these acts.

4. The design of a marketing program begins with an

understanding of consumer behavior the term “consumer” as
used here refers to the ultimate user of the product.
Consumers are distinct from buyers, for the latter often act
only as agents. Understanding these varied buying patterns
represent the challenge the marketing management as it
endeavors to analyze consumer behavior the goal is analyzing
consumer his analysis to determine who his customs will be,
what their wants and desires are, and why they behave as they
do.

P.A.S. College 20
 Mahindra & Mahindra

Using this information, be ten predicts the outcome of

alternative courses of action. The displines of anthropology,
psychology and sociology provide us with explicit theories of
consumer behavior concerned with management’s
responsibility as it seeks to achieve a comprehensive
understanding of consumer behavior generally we shall use a
two step approach the first step will emphasize the decision
making process of consumers. The second step will stress the
basic determinates of that process.
Consumer behavior is more importance and also more
critical to understand we know very little about what goes on
in a buyers mind before, during and after the purchase, some
times the explanation for consumer behavior is not even
discernible to the consumers themselves. The illustrate, buying
motives may be grouped on 3 different levels depending upon
the consumer’s awareness of them and their willingness to
dividing consumers.
A purchase is rarely the result of a single motive further
more, various motives may conflict which one another. We add
to this complexity the countless variations occurring because
each consumer is a separate individual will a unique
personally, then out task of understanding consumer behavior
may seem as impossible dream get try we must because an
understanding of buyer behavior is critical to the success of a
marketing program. In the face of all the individuality and
complexity, marketers must search for the behavioral threats
that are common to each market segment. So that they can
appeal to a wide group, with one marketing program.

P.A.S. College 21
 Mahindra & Mahindra
The term consumer or buyer behavior is often used
rather choosely, in the strictest sense consumer behavior is he
act of consuming or utilizing a good or service- buyer behavior
accompanies the physical act of engaging in the purchasing
process buyer decision making includes the through processes
and search activities that lead to acceptance or rejection of
product or service alternatives.

Consumer Behavior is an Inter Disciplinary Science:

Consumer behavior was a relatively new field of study in
the mid-to late, 1960’s with no history or body of research of
its own, the new discipline borrowed heavily from concepts
developed in other scientific disciplines, such as psychology,
sociology, social psychology, cultural anthropology and
economics.

Distribution Channel –Influence on Consumer Behavior :

The distribution channel in basic to study of physical
distribution management channel structures are two
dimensational i.e., horizontal and vertical. Besides seek both to
exploit opportunities and to lower operating costs existing of
potential marketing channel structures can offer the
opportunity to do either (or both).
Channel structure vary and change with time; a
knowledge and understanding of structural change is likely to
ensure maximum, effectiveness in channel operations; within
the channel, leadership essential if activities are to be co-
ordinate. Overall channel control is effective only if mutual
agreement on goals can be reached and if individual member
performance and total channel performance can be measured.
The most crucial aspects of channel decision making, channel

P.A.S. College 22
 Mahindra & Mahindra
selection on effective channel can greatly improve operating
efficiency by increasing service to distributors and to
customers.
Correct distribution channel choice is influence on
consumer behavior because of this distribution channel is help
to and direct to consumer behavior into proper way.

P.A.S. College 23
 Mahindra & Mahindra

INTRODUCTION

Marketing is the business function that identifies

customer needs and wants, determine which target market the
organization can best serve, designs appropriate products,
services and programs to serve these markets, and calls upon
every one in the organization to “think and save customers”.
From a social viewpoint, marketing links a society’s material
requirements and its economic pattern of response.
Yet many people see marketing narrowly as the art of
the finding eleven ways to dispose of a company’s products.
They sec marketing only as advertising or selling what you
market so much as knowing what to make. Organization gain
market leadership buy understanding customer needs and
finding solutions that satisfy these needs through product
innovation, product quality and customer service. If these are
absent no amount of advertising or selling can compensate.
As a present of marketing near the 21st century it’s role in
business practice is clearly critical, rapid change and intense
global competition exists in Indian Markets. Deregulation in
key industries has led to the need for market drive and
strategies. Not profit organization have discovered the
importance of marketing in attaining goals. Buyers of
consumers and business goods and services increasingly
demand products. That meets their specific needs. Final,
survival and growth in turbulent environment are more and
more difficult to achieve without professional marketing
practices.
The marketing process begins by identifying what
consumer buys, why, when and how he/she purchases a
product or services. To understand it well knowing the

P.A.S. College 24
 Mahindra & Mahindra
consumer behavior towards product/services are very much
essential, tractor is no exemption to it.

P.A.S. College 25
 Mahindra & Mahindra
SCOPE OF THE STUDY :

1. The scope of the study almost covers the total tractor

market in Myalavaram and Vijayawada.
2. Taking the time and cost constraints into considerations
selected samples were interviewed for the purpose.
3. The area, places covered in this survey have been taken
as potential places.

NEED & SIGNIFICANCE OF THE STUDY

It is needless to mention that the market for consumer
durable goods in India has been on continuous increase
because of income levels of the people in the country as well
as changing life style of the people to acquire as many
comforts and luxuries as possible. This phenomenon has
resulted to the entry of many products in Indian markets. As
such as sellers market has turned out to be a buyer market in
case of many consumer goods. Tractor market is one such
market.
The tractor market is today dumped by many brands
such as MF Swaraj etc., consumer today enjoys a wide range of
choice in selection a particular brand. Thus it has become
immensely necessary for the marketer to study the consumer
behavior so that suitable marketing strategy can adopt. The
present study is undertaken to identify the influence of various
factors in the purchase decision of tractor and consumers
opinion about the tractors.

P.A.S. College 26
 Mahindra & Mahindra

OBJECTIVES OF THE STUDY

The main objective of this chapter is to explain the
purpose of this study and how it was done further need,
significance and limitation of the study are also outlined in this
chapter.
Consumer is the center point around whom all the
marketing activities revolve. The study of consumer behavior
is quite differing for developing sound marketing strategies.
The study of consumer becomes more important in case of
consumer products tractor is no exemption. This study aims at
finding out various aspects of consumer behavior with regard
to tractor.

The main objectives of this study can be given as follows.

1. To find the type of tractor preferred by various

consumers

2. To find the motivating factor of consumers for consuming

tractors.

3. To find the customer satisfaction for Mahindra &

Mahindra tractor.

4. To know the consumers idea about Mahindra & mahindra

tractor and consumer’s post purchase decisions about
Mahindra & mahindra tractors. And their by

5. To suggest such measures to improve the sales

performance of Mahindra & Mahindra.

P.A.S. College 27
 Mahindra & Mahindra

P.A.S. College 28
 Mahindra & Mahindra

METHODOLOGY

A good research methodology has the characteristics i.e.,

problem definition, specific methods of data collection and
analysis time required for research project and estimate of
express to be incurred, research objectives started earlier
necessitate both explanatory and statistical method discipline
research.

Objectives Identification

Research Design

Interview Program with

Respondents

Data Analysis and Interpretation

Report Writing

Information used for the study is both from primary data

and secondary data.

P.A.S. College 29
 Mahindra & Mahindra

PRIMARY DATA:
Primary data are collected directly from the field i.e., the
data are collected directly from consumers using tractor.
Thereby, the primary data is collected through interaction with
various people.

SECONDARY DATA :
Any data detached from original source and which is
proposed for purpose and published by agencies and other
than which was originally gathered. Generally secondary data
are collected from company’s internal sources, government
publications, books and commercial data.
This research work was based mainly upon primary
sources of data. Secondary data from some periodical was
used just to have information about the consumer market in
general and secondary data from company records also was
used wherever necessary.
A survey was conducted to know the preferences and
attitudes of the consumers the survey was conducted about
the customers of different categories using tractors. It is
essentially a descriptive design aimed at a universe of tractor
consumers.

LIMITATIONS OF THE STUDY :

1. As the market study was conducted only in Malayalam,
Vijayawada. The findings are applicable only to in this
place and it cannot be generalized.
2. Time was one of the important locations in proper location
of information, study and for the survey.
3. In information was post dated, so noticing tractor details
were difficult.

P.A.S. College 30
 Mahindra & Mahindra

INDUSTRY PROFILE

Most people recognize Detroits as “The Motor City Most

people recognize that Charles city is considered as birth place
as tractor industry. Where the world’ s first production of
gasoline tractor engines opened in 1901.
By today standards a thousand mile durability run
doesn’t sound like all that big as a challenge for a piece of
equipment let along a tractor. Today we are accustomed to
purchasing a tractor or any machinery and expect it to
perform as the manufacture claims or we want to expect it to
be corrected right now.
Set in 1911 Hederickson and olver P.Conger set up shop
at the morgan engineering works in alliance, ohio. Here they
built a new experimental tractor.
As well all know that tractor is multiutility vehicle, which
is use for Agriculture purpose as well as a pulling machine. A
tractor can perform various functions.

Those are.
1. Ploughing
2. Cultivation
3. Leveling
4. Haulage
5. Pudding
6. Mining
7. Harvesting

P.A.S. College 31
 Mahindra & Mahindra
Tractor had took a rapid change in the agriculture in terms
of productivity. Economy and time consuming etc. The tractor
industry divided the customers in 3 categories these
segmentation can show adverse effect on tractor purchasing
decision. Let us discuss briefly about these segments.
1. Knowledgeable rich farmers.
2. Evolving Farmers.
3. Bedrock farmers.

The farmers who are holding the land above 50 acres fall
under the category of knowledgeable farmers Usually their
crops have high value and they cultivate experimental crops
and they cultivate 2-3 crops per year. Generally these farmers
much interested to purchases 50hp or more than 50hp
tractors.
The second segment is evolving farmers. Normally the
farmer who holds the land between 25-50 acres comes under
this category usually their crops are with high value ad they
cultivate 2-3 crops per year. Generally these farmers will
prefer the factors which we having the 35-50hp.
And the last segment is bedrock farmers. The farmers
who are having the land between 5-25 acres are comes under
this category. Usually their crops are traditionally they
cultivate 1-2 crops per year. They mainly focus on custom
hiring. These segment farmers prefer the tractors with less
than 35hp capacity.

P.A.S. College 32
 Mahindra & Mahindra
Broadly the industry can be segregated into five major
categories.

1. Less than 20hp.

2. Between 21-30hp.
3. Between 31-40hp.
4. Between 41-50hp.
5. More than 50hp.

The 31-40hp segment hold the maximum share about 55

percent. Followed by 25 percent by 21-30 segments. The
balance 20 percent is the share of other segments.
Indian tractor industry can be classified in to 4 phases
from 1959 to up to now, in this time various developments are
taken place. Following table shows various development occur
in tractor industry let us discus briefly about the different
phases.

Phase –I
In 1959 free CBU imports are permitted and adoption of HYV
seeds commence. In 1966 fertilizers usage goes up
fremonently price control on local tractors started in 1967. At
the time of Phase-I there were five manufactures. The total
market size at the end of phase-I is 13,000.

Phase –II
The age between 1968-80 is considered as 2nd Phase. In
1968, de-licensing of industry takes place. In 1969
nationalization of banks takes place, which leads to rapid
expansion of rural branches and credit by banks. Cbu imports
are banned in 1973. Price controls removed in the year 1974

P.A.S. College 33
 Mahindra & Mahindra
and stepped up creation of irrigation facilities. At the end of 2nd
phase there were eleven manufactures. The total market size
at the end of the second phase is 70,000.

Phase -III
The era between 1981-86 is fall under third phase. In the
year 1982 localzation of production is completed there is a
major impact on market and demand from credit squeeze. In
the year 1983 Punjab problem has commences these are the
few developments taken place in third phase the total
manufactures at the time is eleven. At the same time the
market size is 80,000.

Phase -IV
From this phase full excise exemption for tractors below
1800cc. in 1987. relaxation of bank financing land holding from
10 to 8 acres. Repayment period from 7 to 9 years, taken
place. One of the most happiest thing in 1992 is, Punjab
Problem ends in 1992-94 major hike in crop support prizes.
Between 1992-95 central and western states are emerged as
major markets for tractor industry.
In 1996 India becomes the No.1 in World’s tractor
market. Between 1998-2000, multinational company’s like
Ford, Holland and Greves, John Deer entered into the Indian
Market. At this time we have twelve manufactures with
2,70,000 market size.
The green revolution in Punjab and Haryana stimulated
the demand for agricultural tractors. However, till the middle of
the 1970’s domestic production of tractors could not match the
demand and we had no option but to import them from
abroad. In 1975.76 as many as 23,632 tractors were imported

P.A.S. College 34
 Mahindra & Mahindra
from foreign countries, imports dropped to 2,920 only in
1976.77, and after that the country was completely self-
sufficient.
The history of growth of this industry was indeed
praiseworthy. From 71,000 tractors in 1980-81 to 142,200
tractors in 1991-92 and further to 2,79,700 in 1997-97 it
passed through a prosperous era with the acquisition of new
skills.
And than, the industry faced difficulties for having
reached the saturation point. The output dropped to 2,48,100
tractors in 2000-2001 after having attained a pea value at
2,79,700 tractors in 1998-99 and 1999-2000. more than 11
percent fall in production was recorded in 2000-01 in relation
to the peak in 1977-78.
In October 1997, the Research Division of PHD chamber
of Commerce and industry released a study that painted a rosy
picture for the future of this industry. It had forecast that the
production of tractors. Would rise to 3,57,137 in 2000-01.
however, the latest estimate indicates that production in 2000-
01 was no more than 2,48,100 tractors a fall of about 13%
over peaks in output recorded in 1997-98 and 1999-2000.
What is the reason for this downturn? Analysis have
worked out a relationship between the level of food grains
production and the demand for tractors. It is seen that the
total food grains production of this country has not grown in
keeping with the rising capacity of the tractor industry. It is this
slowness in the output of food grains that is the primary cause
of the reduced demand for tractors.
The indigenous capacity of tractor manufacturers is much
more than the current demand. The entry of the transnational
has aggravated the situation. Consequently, it is the consumer

P.A.S. College 35
 Mahindra & Mahindra
who is going to benefit not only in terms of prices but also in
relation to after- sales service. The industry has difficult days a
head. Demand can pick up only if the reduction of food rains
races a head instead of stagnating as in the recent past.
Mahindra & Mahindra is the rightful leader in the term
that has six units. Its market share in the nine months ending
in December 2000 was as high as 35.3 per cent. It attained this
leading position at a time when the overall size of the tractor
market and Shrunk by as much as 10 percent. The company is
aiming to be the largest manufacturer of tractors in the world
within the next five years. This leadership in the tractor
industry was due to an in depth study of the market.
And then there are transactional that have entered the
Indian market either on their own or through joint ventures.
Moral the competition will benefit the consumers because the
manufactures have no option but to provide convenient
payment schemes and efficient after-sales services if they
want to keep their hold in the market.
The entry of the multination has made the domestic
manufactures to sit up and improve the quality of their
products besides toning up the service facilities. Since the
domestic manufacturing capacity is more than the total
demand, the tractor industry will have no option but to explore
he foreign markets. It imperative that the manufacturers
should attack rich markets. It is imperative that the
manufacturers should attack rich markets such as the USA,
which has a steady annual demand for tractors, especially of
50hp. For this, the industry will not only have to match the
quality of the products but will need to adopt aggressive
pricing policy and high efficient after-sales service.

P.A.S. College 36
 Mahindra & Mahindra
A decade ago export of agricultural tractors from the
country could have been described as carrying coal no
newcastle’s but in the changed environment, the domestic
manufacturers do posses all the skills to market high-quality
products at competitive prices. This is an opportunity for
domestic manufacturers to explore the markets in the rich
countries. They must make a mark in the global markets if
they are keen their heads above water.
Tractor industry is having unavoidable relation with
agricultural. Why because tractor has changed the entire
agricultural phenomenia. Tractors had improved the
productivity greatly. Basically India is a agricultural country.
Rice is the main food. After that wheat plays 2nd role. The
following table will shows the improvement of food grains
productions during 1996-2005.
Year Food grains Tractors
1996-97 136.1 200.3
1997-98 129.9 234.2
1998-99 138.5 206.9
1999-00 142.2 222.3
2000-01 147.8 284.1
2001-02 153.9 344.8
2002-03 157 382.1
2003-04 161.2 393.9
2004-05 153.5 349.4

P.A.S. College 37
 Mahindra & Mahindra

Relatins of Production of Foodgrains and Tractor

600

500

400

Food grains
300
tractors

200

100

1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05

P.A.S. College 38
 Mahindra & Mahindra

COMPANY PROFILE

Set up in 1945 to make general-purpose utility vehicles for

the Indian market, M&M soon branched out into manufacturing
agricultural tractors and light commercial vehicles (LCVs). The
company later expanded its operations from automobiles and
tractors to secure a significant presence in many more
important sectors. The Company has, over the years,
transformed itself into a Group that caters to the Indian and
overseas markets with a presence in vehicles, farm equipment,
information technology, trade and finance related services,
and infrastructure development. The Company has recently
started a separate Sector, Mahindra Systems and Automotive
Technlogies (MSAT) in order to focus on developing
components as well as offering engineering services.

M&M has two main operating divisions:

The Automotive Division manufactures utility vehicles,

light commercial vehicles and three wheelers.
The Company has recently entered into a JV with Renault of
France for the manufacture of a mid-sized sedan, the Logan,
and with International Truck & Engine Corporation, USA, for
manufacture of trucks and buses in India.

The Tractor (Farm Equipment) Division makes agricultural

tractors and implements that are used in conjunction with
tractors, and has also ventured into manufacturing of industrial
engines. The Tractor Division has won the coveted Deming
Application Prize 2003, making it the only tractor
manufacturing company in the world to secure this prize.

P.A.S. College 39
 Mahindra & Mahindra
M&M employs around 11,600 people and has eight
manufacturing facilities spread over 500,000 square meters. It
has 49 sales offices that are supported by a network of over
780 dealers across the country. This network is connected to
the Company's sales departments by an extensive IT
infrastructure.

M&M's outstanding manufacturing and engineering skills

allow it to constantly innovate and launch new products for the
Indian market. The "Scorpio", a SUV developed by the
Company from the ground up, resulted in the Company
winning the National Award for outstanding in-house research
and development from the Department of Science and Industry
of the Government in 2003. In the tractor market, the
Company launched India's first tractor with turbo technology -
the Mahindra Sarpanch 595 DI Super Turbo.

M&M's commitment to technology-driven innovation is

reflected in Company's plans of setting up of the Mahindra
Research Valley, a facility that will house the Company's
engineering research and product development wings, under
one roof.

The M&M philosophy of growth is centered on its belief in

people. As a result, the Company has put in place initiatives
that seek to reward and retain the best talent in the industry.
M&M is also known for its progressive labour management
practices.

In the community development sphere, the company has

implemented several programs that have benefited the people
and institutions in its areas of operations. On the occasion of
its 60th anniversary, the Company announced a range of CSR

P.A.S. College 40
 Mahindra & Mahindra
activities supported by a commitment of 1% of Profit after Tax
for its CSR initiatives.

Major Milestones
1945 • On October 2, Mahindra & Mohammed formed.
:
1948 • The Company was renamed Mahindra & Mahindra Limited
: (M & M)

• Steel Trading business was started in association with

suppliers in U.K
1948 • Business connections in USA through Mahindra Wallace
:
1949 • WallaceSteel trading on behalf of European suppliers
:
• Jeep Assembly commenced
1950 • The first business with Mitsubishi Corporation (for 5000
: Tons) for wagon building plates for supply from Yawata
Iron & Steel
1953 • Otis Elevator Co. (India) established
:
1954 • Technical & Financial Collaboration with Willys Overland
: Corporation
1956 • Shares listed on the Bombay Stock Exchange
:
• Dr. Beck & Co. formed - a JV with Dr. Beck & Co. ,Germany
1957 • Mahindra Owen formed - a JV with Rubery Owen & Co. Ltd.,
: UK
1958 • Machine Tools Division started
:
1960 • Mahindra Sintered Products Ltd. (MSP) formed - a JV with
: the GKN Group, UK.
1962 • Mahindra Ugine Steel Company (MUSCO) formed - a JV with
: Ugine Kuhlmann, France
1963 • International Tractor Co. of India (ITCI) formed - a JV with
: International Harvester Co., USA
1965 • Vickers Sperry of India Ltd. a JV with Sperry Rand
: Corporation, USA
• Roplas (India) a collaboration with Rubery Owen, UK

• Manufacture of Light Commercial Vehicles commenced.

1970 • Mahindra Engineering & Chemical Products Ltd.(MECP)

P.A.S. College 41
 Mahindra & Mahindra
: commenced operations.
1971 • International Harvester collaboration ended
:
1975 • Switch over to diesel vehicles in-house development.
:
1977 • ITCI merges with M&M, to become its Tractor Division
:
1979 • License from Automobiles Peugeot, France for manufacture
: of XDP 4.90 Diesel Engines
1982 • License from KIA for manufacture of 4 Speed
: Transmissions
• "Mahindra" brand of tractors born

• Siro Plast formed

1983 • M&M becomes market leader in Indian Tractor Market.
: (Position retained ever since)
1984 • Mahindra Hellenic Auto Industries S.A. formed - a JV in
: Greece to assemble and market utility vehicles in Europe
1986 • Mahindra British Telecom (MBT) formed - a JV with British
: Telecommunications plc (BT), UK
1987 • Acquired International Instruments Ltd.
:
1989 • Automotive Pressing Unit (now MUSCO Stampings)
: acquired from GKW
1991 • Introduction of Commander series.
:
1992 • Triton Overwater Transport Agency Ltd., formed
: • Implementation of the Service Center project at Kanhe

• Merged diverse activities of Steel, Machine Tools, Graphics

into Intertrade Division
1993 • Mahindra Steel Service Centre Limited formed in
: association with Mitsubishi Corporation and Nissho Iwai
Corporation of Japan.
• Mahindra Acres Consulting Engineers Ltd. (MACE) formed -
a JV with Acres International, Canada

• Incorporation of MBT International Inc., USA, a wholly

owned subsidiary of MBT
The Company’s maiden international offering – the US$
75m GDR issue.

P.A.S. College 42
 Mahindra & Mahindra
1994 • Mahindra Realty & Infrastructure Developers Ltd. (MRIDL)
: formed
• Mahindra USA Inc., formed, for distribution of Tractors in
the USA
• EAC Graphics (India) Ltd., formed in collaboration with The
East Asiatic Company Ltd. A/S, Denmark
• Reorganization of the Group creating six Strategic Business
Units
MSL Division (Auto Components) hived off to form
Mahindra Sona Ltd.

• Mahindra Nissan Allwyn Limited merged with the

Company.
1995 • Mahindra Holding & Finance Ltd.(MHFL) becomes a
: subsidiary of M & M to carry out business as an investment
company

• Technical collaboration with Mitsubishi / Samcor to

manufacture L300.
1996 • Mahindra Ford India Ltd. (MFIL) - a JV with Ford, Motor Co.
: USA to manufacture passenger cars

• The Company made a Foreign Currency Convertible Bond

(FCCB) issue of US$ 115 million.
1997 • A new die shop was inaugurated at Nasik
:
• Inauguration of The Mahindra United World College of
India.
1999 • Launch of ‘Bijlee’ a battery-operated, 3-wheeler
: environmental-friendly vehicle.
• The largest online used vehicle website in India launched
by Mahindra Network Services.
• The business of Intertrade Division and Mahindra Exports
Ltd. combined and renamed Mahindra Intertrade Ltd.
• The Company acquired major stake in Gujarat Tractors.

• Mahindra & Mahindra Financial Services Limited becomes a

subsidiary of M&M

P.A.S. College 43
 Mahindra & Mahindra

2000 • The Company unveils new logo.

: • Mahindra Auto Specialities Ltd. a new 100% subsidiary is
formed.
M&M sets up its first satellite tractor plant at Rudrapur.

• The Company launches New Age Tractor, the Mahindra

Arjun 605 DI (60 HP tractor).
2001 • A 3-wheeler diesel vehicle "Champion" is launched.
: • The Company launches Mahindra MaXX a MUV positioned
with the caption Maximum Space, Maximum Comfort.
• M&M ties up with Renault for petrol engines.

• M&M established a separate division to provide Defence

Solutions
2002 • M&M launches Scorpio - the new generation Sports Utility
: Vehicle
2003 • Scorpio - Recipient of prestigious Awards -
: o "Car of the Year" Award from Business Standard
Motoring
o "Best SUV of the Year" and "Best Car of the Year"
Awards from BBC on Wheels
o "Car of the Year" Award from CNBC Auto Car
• M&M launches the "Invader" - a sporty open top vehicle.
• M&M opens a second tractor assembly plant in USA.
• M&M launches MaXX Pik Up.
• M&M Tractors awarded the prestigious Deming Prize for
excellence in Quality - the first tractor company in the
world to receive the award.
• M&M launches India's first Turbo tractor - Mahindra
Sarpanch 595 DI Super Turbo.
• Scorpio wins National Award for R&D.
• M&M ventures into Industrial Engine business

• Mahindra Defence & Lockheed Martin Information Systems,

UK, strike an alliance for Defence Product.
2004 • Launched the Mahindra World Tractor - a 75 HP tractor in
: the overseas market.

Formed a new Sector, Mahindra Systems and Automotive

Technologies (MSAT), to focus on developing components
as well as offering engineering services.

Launched "Bolero" and "Scorpio" in Latin American, Middle

East and South African markets.

P.A.S. College 44
 Mahindra & Mahindra

Signed MOU to enter into JV with Jiangling Motor Co. Group

(JMCG) of China to acquire tractor manufacturing assets
from Jiangling Tractor Company, a subsidiary of JMCG.

M&M becomes the first Indian company to achieve sales of

one million tractors.
2005 • Acquired 51% stake in SAR Transmission Private Limited, a
: company engaged in manufacture of gears and
transmission shafts.

M&M Farm Equipment Sector launch operations in

Australia.
M&M becomes the first Indian auto manufacturer to launch
the Common Rail Diesel Engine (CRDe), offering it on the
Scorpio.
Acquired 80% stake in the JV with Jiangling Motors i.e. in
Mahindra (China) Tractor Company.

M&M and Renault enter into a JV to manufacture of the

mid-sized sedan, Logan, in India.

M&M and International Truck and Engine Corporation enter

into a JV to manufacture Trucks & Buses in India

The first tractor from the JV, Mahindra (China) Tractor Co.
Limited, rolled out on 2 July 2005

P.A.S. College 45
 Mahindra & Mahindra

History

1963: • Incorporation of International Tractor Company of

India (ITCI), as a Joint Venture between Mahindra &
Mahindra Limited (M&M), International Harvester Inc,
and Voltas Limited sharing the responsibility of
design, manufacturing & marketing.
1965: • Rolled out first batch of 225 Tractors in 35 H.P. Range
– Model B275 Regular
1970: • Set up the Implements Division at Nagpur
1977: • Merger with M&M forming its Tractor Division. Full
fledged responsibility for design, manufacturing &
marketing.
1981: • 100,000th Tractor rolled out.
1983: • Market leader in domestic Tractor market - has
maintained this position till date !
1985: • Launched Quality Circle Movement as part of Total
Quality Management.
1988: • Introduced fuel-efficient DI Tractor.
1990: • Started the Juran Quality Improvement Movement .
1991: • Launched 265 DI tractor in 25 HP range.

• Launched Statistical Process Control Cell.

1992: • Launched 225 DI tractor in 25 HP range.

• Vendor upgradation through self-certification.

1994: • Launched 575 DI tractor in 45 HP range.
• Implements Division achieves ISO 9002 certification.

• Incorporation of Mahindra USA Inc. in U.S, as wholly

owned subsidiary of M&M

P.A.S. College 46
 Mahindra & Mahindra

1995: • A decade of QC movement - 152 Quality Circles.

• Launched 475 DI tractor in 45 HP range.

1996: • Launched 365 DI tractor in 35 HP range.
• Tractor assembly started at Implements Division,
Nagpur
• Kandivli Plant achieves ISO 9001 certification.

• Rolled out 5,00,000th tractor.

1997: • Launched 585 DI tractor in 50 HP range

• Launched constant mesh version of 585 DI tractors

and 275 DI TU series tractor in 35 HP range.
1998: • Implemented SAP on 1st April 1998
• 5005 DI model (51 HP) with constant mesh
transmission, power steering, alternator has been
developed for US market.
• Reached a level of 6,00,000 tractors sales

• Implemented.Business Process Re-engineering.

1999: • 4005 DI & 4505 DI (40 HP) introduced in USA.
• Nagpur Plant awarded QS-9000 certificate.

• M&M acquired majority stake in Gujarat Tractors

Corporation Ltd
2000: • Launched 605 DI - 'Arjun', a new generation tractor -
in 60 HP range.
• Kandivli plant received the QS 9000 certification.

• Set up its first satellite tractor plant at Rudrapur

2001: • Nagpur Plant awarded the ISO 14001 certificate.

• Launched 'Arjun' 5500 DI & 6000 DI tractors in the

overseas market.
2002: • Kandivli Plant awarded the IS0 14001 certificate.
• Launched 'Arjun' 555DI tractor in 45 HP range & 445
DI tractor in the 40 HP range.
• Launched 'Arjun' 6500 DI in overseas market.

• Launched Compact series, Model C-27 & C-35, in the

US market.
2003: • Ventured into manufacturing of Industrial Engines.

P.A.S. College 47
 Mahindra & Mahindra
Press Releases

ARJUN - the New Age tractor from M&M Modern

Technology Tractor

Offering Superior Productivity & Versatility Across Applications

The Mahindra Arjun 605 DI is the first of M&M's series of

new generation Horizon tractors, the most advanced tractor in
its category. It represents a quantum leap in technology over
existing Indian tractors. Over 150 engineers have spent around
three years in building the tractor to its present sophistication.
It is a dream machine, not only superior in performance and
driving comfort but also in looks.

The Mahindra Arjun has a 60HP PLF (P=Power L=Longlife

F=Fuel Efficiency) engine developed with the latest
international technology from AVL, Austria. Its superior
technology gives higher power & better results on all
performance parameters (torque , back up torque, drawbar
pull etc). This results in ability to use bigger implements thus
covering more land area in the given time with a better fuel
efficiency (15% lower fuel consumption than other comparable
HP tractors ).

The Mahindra Arjun is the only tractor, which is suitable

for the entire farming chain i.e, land preparation to sowing to
harvesting, post harvesting & haulage. In addition to farming
this tractor being a higher HP tractor is also ideally suited for
non agri applications such as loader / dozer.

This new PLF engine provides higher pulling power, low

fuel consumption, the lowest smoke level, low noise and a

P.A.S. College 48
 Mahindra & Mahindra
smoother pick-up. Its superior dry air cleaner has a high life
and above all, the engine has double the life span compared to
existing tractors. The Arjun has been developed as per the
latest international technology, specifically keeping in mind the
Indian soil conditions and the varied expectations of the Indian
farmers.

The Arjun comes with a robust gearbox with full constant-

mesh transmission, 8 forward and 2 reverse speeds and
improved lubrication, providing smooth shifting and increased
life of the gearbox. In addition, it has a new hydraulic system
with a lifting capacity of 1800 kg., for precision field
applications.

Other than field operations the Arjun is superior in

haulage operation, on account of its pulling power and speed.
It can easily pull 2 trolleys full of sugarcane (weight over 25
Tonnes). The design of the drivers seat with placement of
controls has been achieved by an extensive ergonomic study
with varying heights of drivers which has led to remarkable
high levels of driving comfort.

The Mahindra Arjun was developed to cater specifically to

the needs of the progressive farmers. The tractor has
undergone rigorous field tests for over 4000 hours and has
surpassed all previous benchmarks of performance.

Mahindra & Mahindra Ltd. is the market leader for

tractors in the country for 19 consecutive years with a market
share of 33% in the domestic market and has a sizeable
presence internationally.

P.A.S. College 49
 Mahindra & Mahindra
The Mahindra Arjun is manufactured at the M&M Tractor
plant at Mumbai, the world's single largest tractor
manufacturing plant.

Mahindra Arjun Features

PLF Engine: Provides exceptionally longer life

♦ Low fuel consumption

♦ Reduced cost of maintenance

♦ Lowest operating cost ( atleast 15~20% lower than

comparable hp tractors )

♦ Lowest smoke level

♦ Environment friendly (Qualifying tier 1 emission norm)

♦ Advanced dry air cleaner technology which gives superior

air purification thus increasing engine life

♦ Low noise and smooth pickup

♦ Higher pulling power

Transmission:

♦ Full constant mesh transmission with 8+2 robust

gearbox.

♦ Enables smooth gear shifting while the tractor is in

motion.

♦ Improved lubrication gives more bearing and gear life.

P.A.S. College 50
 Mahindra & Mahindra
♦ 51HP-PTO is higher than existing tractors ideal for
advanced applications like combine harvesters, rotavators
etc.

♦ 35 km/h forward speed at full throttle enables more trips

and faster operations.

♦ 17 km/h reverse speed. (Full throttle) enables faster

leveling work.

♦ 7.5" inch dry disc brakes - lower braking effort & lower
stopping distance.

♦ Clutch:

♦ Diaphragm type, heavy-duty clutch with improved liner

promises ease of operation and longer life than existing
tractors.

♦ Front Axle:

♦ The new fully sealed front axle is suitable for wet land
cultivation.

♦ Rugged and provides stability during heavy haulage,

puddling, deep ploughing etc.

HYTEC Hydraulics:

♦ Smooth & Jerk free provides precision in farming operations

such as seed drill , leveling & potato planting / digging
♦ Simplified design with reduced number of components for
ease of maintenance.
♦ 1800 kgs. lifting capacity for ease of transporting heavier
implements.

Dash Board:

P.A.S. College 51
 Mahindra & Mahindra
♦ Good looking with illumination for visibility in the night.
♦ User friendly with various meters like - fuel, temperature, oil
pressure, battery charge, rpm etc.
♦ Various indicators like- turn, hazard warning and air cleaner
clog etc

P.A.S. College 52
 Mahindra & Mahindra

Other Features:

♦ Halogen lamps for better nighttime visibility.

♦ Modern styling - attractive looks
♦ Thicker sheet metal body - strong & rugged.
♦ 65 liter fuel tank - ability to work longer without refuelling.
♦ Superior CED paint process - Special paint technology which
provides glossy finish and ensures paint peeling and rust
free sheet metal

Front tyre - 7.5 x 16. Rear tyre - 16.9 x 28.

Press Releases

MAHINDRA & MAHINDRA LAUNCHES NEW AGE TRACTOR

"ARJUN"
Mumbai, May 22, 2000 : Mahindra & Mahindra Ltd., today
announced the launch of the first of its series of new
generation Horizon tractors, the Mahindra "Arjun 605 Of' (60
HP tractor). Arjun 605DI was formally unveiled at a ceremony
held at the Company's tractor plant in Kandivali, Mumbai on
May 19, 2000. The Arjun is the most advanced tractor in its
category .
Speaking at the launch, Mr. Anand Mahindra, Managing
Director, Mahindra & Mahindra Ltd., said, "The Mahindra Arjun
represents a quantum leap in technology over existing Indian
tractors. Over 150 engineers have spent the last three years in
building this tractor up to its present sophistication. It is a
dream machine, not only superior in performance and driving
comfort but also in looks. It will further consolidate our

P.A.S. College 53
 Mahindra & Mahindra
leadership in the domestic markets against the competition of
the multi-national tractor manufacturers."
The Mahindra Arjun has an a\l-new 60HP engine
developed with the latest international technology from AVL,
Austria. This new engine provides higher pulling power, low
fuel consumption, the lowest smoke level, low noise and a
smoother pick-up. Its superior dry air cleaner has a high life
and above all, the engine has a longer life-span than existing
tractors. The Arjun has been developed, specifically keeping in
mind the Indian soil conditions and the varied expectations of
the Indian farmers.
The Arjun comes with a robust gearbox with full constant-
mesh transmission, 8 forward and 2 reverse speeds and
improved lubrication, providing smooth shifting and increased
life of the gearbox. In addition, it has a new hydraulic system
with a lifting capacity of 1800 kg., for precision field
applications.
Other than field operations, the Arjun is superior in haulage
operation, on account of its power and speed. The design of
the driver's seat with placement of controls has been achieved
by an extensive ergonomic study with varying heights of
drivers which has led to remarkably high levels of driving
comfort.
Mr. K.J. Davasia, Executive Director and President, Farm
Equipment Sector, M&M Ltd., said, "We have developed this
new model to cater specifically to the needs of the progressive
farmers. The tractor has undergone rigorous field tests for over
4000 hours and has surpassed all previous benchmarks of
performance. This is a major step for us towards the realisation
of our global vision."

Mahindra & Mahindra Ltd., is the market leader for

tractors in the country for 17 consecutive years with a market

P.A.S. College 54
 Mahindra & Mahindra
share of 27.4% in the domestic market and has a sizable
presence internationally. The Mahindra Arjun is being
manufactured at the M&M Tractor plant at Mumbai, the world's
singe largest tractor manufacturing plant.

Tractorul Update

May 27, 2006: Mahindra & Mahindra (M&M), leader in Indian

tractor market, has maintained its interest in acquiring
controlling stake in Romanian tractor manufacturer, Tractorul
Brasov. As part of the bid, M&M had requested the state to
write off Tractorul's accumulated past liability which is in
excess of Euro 180 million, which was to be written off as a bid
condition. The negotiation process has been suspended
because of the uncertainty of resolving this issue of State aid.

The Indian tractor manufacturer's main concern was that

they did not have sufficient guarantees that the state aid
would be unconditionally approved by the Competition Council
and would not be subsequently challenged by the European
Commission. However, M&M is open to any further proposals
put forth by the State Authority of Privatisation (AVAS)

In this connection a press release was issued by the

Romanian authorities in Bucharest. A copy of which is
enclosed.

M&M is one of the world's leading tractor manufacturers,

besides being the undisputed market leader in India. Mahindra
USA is one of the leading players in the United States, besides
having presence in China, Australia, etc. Its portfolio includes
products that range from around 20 hp to about 70 hp.

P.A.S. College 55
 Mahindra & Mahindra
About Mahindra & Mahindra

The US $3 billion Mahindra Group is among the top 10

industrial houses in India. Mahindra & Mahindra is the only
Indian company among the top five tractor manufacturers in
the world and is the market leader in multi-utility vehicles in
India. It has a leading presence in key sectors of the Indian
economy, including trade and financial services (Mahindra
Intertrade, Mahindra & Mahindra Financial Services Ltd.),
automotive components, information technology & telecom
(Tech Mahindra, Bristlecone), and infrastructure development
(Mahindra GESCO, Mahindra Holidays & Resorts India Ltd.,
Mahindra World City). With around 60 years of manufacturing
experience, the Mahindra Group has built a strong base in
technology, engineering, marketing and distribution. The
Group employs around 25,000 people and has eight state-of-
the-art manufacturing facilities in India spread over 500,000
square meters. The Mahindra Group has ambitious global
aspirations and has a presence in 20 countries spread across
four continents. Mahindra products are today available in every
continent except Antarctica. M&M has made strategic
acquisitions of plants in China and the United Kingdom, and
has 2 assembly plants in the USA. Its global subsidiaries
include Mahindra Europe Srl. based in Italy, Mahindra USA Inc.
and Mahindra South Africa. M&M has entered into partnerships
with international companies like Renault, France, and
International trucks, USA. The Group is celebrating its 60th
anniversary in 2005-06.

Farm Equipment Sector

P.A.S. College 56
 Mahindra & Mahindra
The origins of M&M's Farm Equipment Sector lie in the
formation of a joint venture in 1963 between the Company,
International Harvester Inc., and Voltas Limited, christened the
International Tractor Company of India (ITCI). This enterprise
was a shot in the arm for the green revolution then beginning
to sweep the country. The launch of high-performance tractors
played a vital role in the mechanisation of Indian agriculture.

In 1977, ITCI merged with M&M and became its Tractor

Division. After M&M's organisational restructuring in 1994, this
division was called the Farm Equipment Sector.

M&M's Farm Equipment Sector is the largest

manufacturer of tractors in India with sustained market
leadership of over 19 years. The Farm Equipment Sector is the
first Tractor Company in the world to win the Deming
Application Prize. Also, it is the fourth company in India and the
10th in the world, outside Japan, to win this prize. It designs,
develops, manufactures and markets tractors as well as
implements which are used in conjunction with tractors. The
tractor industry in India is segmented by horsepower into the
lower segment of 25 HP, mid-segment of 35 HP and higher
segment of 45 HP and above. The Company's Farm Equipment
Sector has a presence in all these segments across all states.

The Farm Equipment Sector has also ventured into

manufacturing of Industrial Engines. M&M Industrial engines
are used for various applications like Genset, Industrial,
Construction, Marine Compressors etc. These engines are
manufactured at the Company's state of art Engine Assembly
plants at Kandivli and Nagpur.

P.A.S. College 57
 Mahindra & Mahindra
M&M has two main tractor manufacturing plants located
at Mumbai and Nagpur in Maharashtra. Both these plants have
been certified for ISO 9001, QS-9000 and ISO 14001. Apart
from these two main manufacturing units, the Farm Equipment
Sector has satellite plants located at Rudrapur in Uttarachal
and Jaipur in Rajasthan.

The Farm Equipment Sector of the Company has a strong

and extensive dealer network of over 450 dealers for sales and
service of tractors and spare parts. This dealer network is
managed by 28 area offices, situated in all the major cities and
covering all the principal states.

M&M tractors have earned goodwill and trust of more

than 8,00,000 customers and the 'Mahindra' tractor has come
to be recognised as a powerful symbol of productivity and
performance.

In addition to capturing the domestic market, M&M's

Farm Equipment Sector has also found significant success in
the international market. Whilst around 90% of our tractor
exports are to the USA, M&M also exports tractors to
neighbouring countries like Nepal, Bangladesh and Sri Lanka
and African countries like Uganda, Nigeria, Zambia etc.

Mahindra USA, a wholly owned subsidiary based in the

USA, has established a network of 140 dealers. Several other
international markets are being developed to expand M&M's
global reach in the Farm Equipment Sector.

Mahindra USA, a wholly-owned subsidiary of M&M, began

selling tractors in America in 1994 from its headquarters in

P.A.S. College 58
 Mahindra & Mahindra
Tomball, Texas. It has since firmly established the Mahindra
brand and captured a significant share of the American small-
tractor market. The company has two-wheel- and four-wheel-
drive utility tractor lines for part-time farming enthusiasts, turf
managers, nursery operators, and small and medium-sized

contractors. Its products have gained considerable brand recall

among users of small tractors in the US.

P.A.S. College 59
 Mahindra & Mahindra
Farm Equipment: Area Offices

Ahmedabad

Plant Location

P.A.S. College 60
 Mahindra & Mahindra

The FES plant at Kandivili (a suburb in Mumbai) is the

single largest facility in the world with all tractor-
manufacturing activities under one roof. The division has been
the market leader for over twenty consecutive years in
the highly competitive domestic market. It is currently also the
fourth largest Tractor manufacturing company in the
world in terms of units sold.
The FES has set its vision to become the world's
largest tractor manufacturer in the world in terms of
volumes by 2005.
To pursue the vision, various initiatives have been
adopted. These include Business Process Re-engineering (BPR),
Total Quality Management (TQM), focus on enhancing
productivity, World Class Quality with least cost, Supplier
Upgradation, Strategic Sourcing, Global Sourcing, Product
Development, Channel Management coupled with lean
manufacturing.
As a result of the above, the Farm Equipment Sector has
won the prestigious Deming Application Prize awarded by
the Union of Japanese Scientists and Engineers (JUSE) in 2003.
This prize is considered to be equivalent to the Nobel Prize in
the area of Quality of Management. The FES has become the
First Tractor Manufacturer in the world to win this prestigious
award.

P.A.S. College 61
 Mahindra & Mahindra
Farm Equipment Sector: Products

Tractors Below 30 HP

Yuvraj 265 DI Sarpanch

265 DI Bhoomiputra

Tractors Between 30 - 40 HP

Arjun 445 DI

275 DI TU Sarpanch 275 DI TU Bhoomiputra

475 DI Sarpanch 475 DI Bhoomiputra

Tractors Above 40 HP

P.A.S. College 62
 Mahindra & Mahindra

Arjun 555 DI Arjun 605 DI

575 DI Sarpanch 575 DI Bhoomiputra

Tractors Above 40 HP

Arjun 555 DI Arjun 605 DI

575 DI Sarpanch 575 DI Bhoomiputra

585 DI Sarpanch

P.A.S. College 63
 Mahindra & Mahindra

ANALYSIS OF DATA

The main objective of this chapter is to analysis the data

which were collected from survey. The data are converted into
tabular form and some mathematical formulae are used to the
data interpretation. Graphical representation the data is made
in this chapter.
The following table shows customer’s opinion regarding
mileage of swaraj in cultivation.

Table-1
S.No Response No.of Percentage
Respondents %
1 3 4 20
2 4 2 10
3 5 8 40
4 6 6 30
5 7 0 0
Total 20 100%

Comments : Out of 20 respondents 4 respondents are saying

that they are getting 3kms/Ltr as mileage. 2 respondents are
saying 4Kms/Ltr. 8 respondents are saying 5Km/Ltr. 6
respondents are saying 6Kms/Ltr. 40% respondents are
emphasis on 5Km/Ltr.

P.A.S. College 64
 Mahindra & Mahindra

45
40
40

35
30
30

25 N o .o f R e s p o n d e n ts
20
20 % o f R e s p o n d e n ts

15
10
10 8
6
5 4
2
0 0
0
3 4 5 6 7
L t s /h r

P.A.S. College 65
 Mahindra & Mahindra
The fallowing tables shows customer’s opinion
regarding mileage in haulage of Swaraj

Table -2

S.No Response No.of Percentage

Respondents %
1 4 0 0
2 5 0 0
3 6 0 0
4 7 5 25
5 8 8 40
6 9 3 15
7 10 4 20

Comment : out of 20 respondent 5 respondents are saying

that they are getting 7Kms/Ltr as mileage in haulage. 8
respondents are saying 8Kms/Ltr.3 respondents are 9Kms/Ltr.4
respondents are 10Kms/Ltr. 40% are emphasis on 8Kms/Ltr.

P.A.S. College 66
 Mahindra & Mahindra

45
40
40

35

30
25
25
Percentage

N o .o f R e s p o nd e nts
20
20 % o f R e s p o nd e nts
15
15

10 8
5 4
5 3
0 0 0 0 0 0
0
4 5 6 7 8 9 10
K m s .L t

P.A.S. College 67
 Mahindra & Mahindra

The following tables shows customer opinion regarding

availability of spare parts of Swaraj

Table 3

S. No Response No.of Percentage

Respondents %
1 1-3 11 55
2 3-5 4 20
3 5-7 1 5
4 7-9 0 0
5 9 - 11 4 20
20 100

Comment : Out of 20 respondents’ 11 respondents are saying

that they are getting spare parts with in 1-3km. 4 respondent
are 3-5km. I respondent is 5-7km. 4 respondent are 9-11km.
55% respondents are emphasis on 1-3Km.

P.A.S. College 68
 Mahindra & Mahindra

60
55

50

40
Percentage

30
No of
R e s p o n d e n ts
20 20 % of
20 R e s p o n d e n ts

11
10
4 5 4
1 0 0
0
1 -3 3 -5 5 -7 7 -9 9 -1 1
K i lo m e te rs

P.A.S. College 69
 Mahindra & Mahindra
The following tale shows customers opinion regarding
availability of service center for swaraj.

Table 4

S.No Response No. of Percentage

Respondents %
1 1-3 10 50
2 3-5 1 5
3 5-7 5 25
4 7-9 0 0
5 9-11 4 20
Total 20 100

Comment : our of 20 respondents 10 respondents are saying

that they are getting services center for their tractors with in 1-
3km. I respondent is saying 3-5km. 5 respondents are 5-7km. 4
respondents are 9-11km. 50% respondents are emphasis on 1-
3km.

P.A.S. College 70
 Mahindra & Mahindra

60

50
50

40

N o o f R e s p o n d e n ts
30
Percentage

% o f R e s p o n d e n ts
25

20
20

10
10
5 5 4
1
0 0
0
1 -3 3 -5 5 -7 7 -9 9 -1 1
Kms

P.A.S. College 71
 Mahindra & Mahindra

The following table shows customer’s opinion regarding

speed of Swaraj.

Table 5

S.NO Response No. of Percentage

Respondents %
1 15 0 0
2 16 0 0
3 17 0 0
4 18 0 0
5 19 0 0
6 20 2 10
7 25 18 90
Total 20 100

Comment : Out of 20 respondents 2 respondents are saying

the are having 20kms/Ltr as speed for their tractors. 13
respondents are 25km/Ltr. 3 respondents are 30kms/Ltr. I
respondent is 35kms/Ltr and I respondent is 40kms/Ltr for
their tractors. 65% respondents are emphasis on 25Kms/Ltr.

P.A.S. College 72
 Mahindra & Mahindra

100
90
90
80
70
60
N o . o f R e s p o n d e n ts
Percentage

50
% o f R e s p o n d e n ts
40
30
18
20
10
10
00 00 00 00 00 2
0
15 16 17 18 19 20 25
K m s /L t

P.A.S. College 73
 Mahindra & Mahindra
The following table shows customer opinion regarding
mileage of M&M in cultivation

Table 6

S.No Response No.of Percentage

Kms/Ltr respondents %
1 3 4 20
2 4 7 35
3 5 7 35
4 6 1 5
5 7 1 5
Total 20 100

Comment : Out of 20 respondents 4 respondents are saying

that they are getting 3Kms/Ltr as mileage 7 respondents are
saying 4 Kms/Ltr 7 respondents are saying 5Kms/Ltr. I
respondent is 6 Kms/Ltr and I respondent is 7 Kms/Ltr.

P.A.S. College 74
 Mahindra & Mahindra

40
35 35
35

30

25
20 N o .o f re s p o n d e n ts
Percentage

20
% o f R e s p o n d e n ts
15

10
7 7
5 5
5 4
1 1
0
3 4 5 6 7
K m s /L t

P.A.S. College 75
 Mahindra & Mahindra
The following table shows customer opinions regarding
mileage of M&M in Haulage.

Table 7

S.No Response No.of Percentage

Respondents %
1 4 1 5
2 5 3 15
3 6 1 5
4 7 3 15
5 8 10 50
6 9 1 5
7 10 1 5
Total 20 100

Comment : out of 20 respondents I respondent are saying

that they are getting 4Kms/Ltr as mileage in haulage. 3
respondents are saying 5Kms/Ltr. I respondent is 6 Kms/Ltr. 3
respondents are 7Kms/Ltr. 10 respondents are 8Kms/Ltr 1
respondents in 9Kms/Ltr and I respondents is 10Kms/Ltr. 40%
are emphasis on 8 Kms/Ltr.

P.A.S. College 76
 Mahindra & Mahindra

60

50
50

40

N o .o f R e s p o n d e n ts
30
Percentage

% o f R e s p o n d e n ts

20
15 15
10
10 5 5 5 5
3 3
1 1 1 1
0
4 5 6 7 8 9 10
K m s/L t

P.A.S. College 77
 Mahindra & Mahindra
The following table shows customer’s opinion regarding
availability of M&M spare parts.

Table 8

S.No Response No.of Percentage

Respondents %
1 1-3 10 50
2 3-5 5 25
3 5-7 4 20
4 7-9 0 0
5 9-11 1 5
Total 20 100

Comment : out of 20 respondents 10 respondents are saying

that they are getting spare parts with in 1-3 Km. 5 respondents
are 3-5Km. 4 respondents are 5-7km. I respondent is 9-11km.
50% respondents are emphasis on 1-3 km.

P.A.S. College 78
 Mahindra & Mahindra

60

50
50

40
Percentage

No of Respondents
30
25 % of Respondents

20
20

10
10
5 4 5

0 0 1
0
1-3 3-5 5-7 7-9 9-11
Kms

P.A.S. College 79
 Mahindra & Mahindra
The following table shows customer’s opinion regarding
service center for M&M tractors.

Table 9

S. No Response No.of Percentage

Respondents %
1 1-3 12 60
2 3-5 2 10
3 5-7 0 0
4 7-9 3 15
5 9-11 3 15
Total 20 100

Comment : Out of 20 respondents 12 respondents are saying

that they are getting service centers with in 1-3 km. 2
respondents are 3-5km.

3 respondents are 7-9km. 3 respondents are 9-11km.

60% respondents are emphasis on 1-3km.

P.A.S. College 80
 Mahindra & Mahindra

70

60
60

50

40
Percentage

N o o f R e s p o nd e nts
% o f R e sp o nd e nts
30

20
15 15
12
10
10

2 3 3
0 0
0
1 -3 3 -5 5 -7 7 -9 9 -1 1
Kms

P.A.S. College 81
 Mahindra & Mahindra
The following table shows customer’s opinion regarding
speed of the M&M in Haulage

Table 10

S.No Response (In km) Respondents Percentage

1 15 3 15
2 16 0 0
3 17 0 0
4 18 2 10
5 19 0 0
6 20 13 65
7 25 2 10
8 30 0 0
9 35 0 0
10 40 0 0
Total 20 100

Comment : out of 20 respondents 3 respondents are saying

that they are having 15kms/Ltr as speed for their tractors. 2
respondents are 18Kms/Ltr. 13 respondents are 20Kms/Ltr. 2
respondents are 25Kms/Ltr. 65% respondents are emphasis on
25 Kms/Ltr.

P.A.S. College 82
 Mahindra & Mahindra

70
65

60

50

40
R e s p o n d e n ts
Percentage

P e r c e n ta g e
30

20 15
13
10 10
10
3 2 2
00 00 00 00 00 00
0
15 16 17 18 19 20 25 30 35 40
K m s /L t

P.A.S. College 83
 Mahindra & Mahindra
The table shows the media from which they are getting
information.

Table 11

Sl. No Response No.of Percentage

Respondents of
Respondents
1 Newspapers 15 70%
2 Television 5 30%
Total 20 100%

Comment: Out of 20 respondents 15 respondents are saying

they are getting information form newspapers. 5 respondents
are saying they are getting information from Television.

P.A.S. College 84
 Mahindra & Mahindra

16 15

14

12

10
N o .o f R e s p o n d e n ts
8
Percentage

P e r c e n ta g e o f R e s p o n d e n t s
6 5

2
70% 30%
0
N e w s p a p e rs T e le v i s i o n
M e d ia

P.A.S. College 85
 Mahindra & Mahindra
The following table shows the customer opinion
regarding mileage of M.F in cultivation.

Table -12

S.No Response No.of Percentage

(Kms/Ltr) Respondents
1 3 6 30
2 4 4 20
3 5 9 45
4 6 0 0
5 7 1 5
Total 20 100

Comment : Out of 20 respondents are saying that they are

getting 3 Kms/Ltr as mileage. 4 respondents are saying
4Kms/Ltr. 9 respondents are saying 5Kms/Ltr. I respondent is
7Kms/Ltr 45% respondents are emphasis on 5Kms/Ltr.

P.A.S. College 86
 Mahindra & Mahindra

50
45
45
40

35
30
30
N o .o f R e s p o n d e n ts
Percentage

25
20 P e r c e n ta g e
20

15
9
10
6 5
4
5
0 0 1
0
3 4 5 6 7
K m s /L t

P.A.S. College 87
 Mahindra & Mahindra
The following table shows the customer opinion
regarding Mileage of M.F in Haulage.

Table 13

S.No Response No.of Percentage

(Kms/Ltr) Respondents
1 4 0 0
2 5 0 0
3 6 4 20
4 7 2 10
5 8 9 45
6 9 2 10
7 10 3 15
Total 20 100

Comment : Out of 20 respondents 4 respondents are saying

that they are getting 6Kms/ltr as mileage. 2 respondents are
saying 7Kms/Ltr. 9 respondents are saying 8Kms/Ltr. 2
respondent is 9Kms/Ltr. 3 respondent is 10 Kms/Ltr. 45%
respondents are emphasis on 5 Kms/Ltr.

P.A.S. College 88
 Mahindra & Mahindra

50
45
45
40

35
30
N o .o f R e s p o n d e n ts
25
Percentage

20 P e r c e n ta g e
20
15
15
10 9 10
10
4 3
5 2 2
00 00
0
4 5 6 7 8 9 10
K m s /L t

P.A.S. College 89
 Mahindra & Mahindra
The following table shows customer opinion regarding
availability of service centers.

Table 14

S.No Response (In No. of Percentage

Km) Respondents
1 1-3 5 25
2 3-5 4 20
3 5-7 2 10
4 7-9 2 10
5 9-11 7 35
Total 20 100

Comment : Out of 20 respondents 5 respondents are saying

that they are getting spare parts with in 1-3Km. 4 respondents
are 3-5km.2 respondents are 5-7km. 2 respondent is 7-9km. 7
respondents are 9-11.35% respondents are emphasis on 9-11
km.

P.A.S. College 90
 Mahindra & Mahindra

40

35
35

30

25
25

20 N o o f R e s p o n d e n ts
Percentage

20
% o f R e s p o n d e n ts

15

10 10
10
7
5
5 4
2 2

0
1 -3 3 -5 5 -7 7 -9 9 -1 1
Kms

P.A.S. College 91
 Mahindra & Mahindra
The following table shows the customer opinior
regarding availability of service centers of MF

Table 15

S.No Response No.of Percentage

(in km) respondents
1 1-3 12 60
2 3-5 0 0
3 5-7 5 25
4 7-9 1 5
5 9-11 2 10
Total 20 100

Comment : out of 20 respondents 12 respondents are saying

that they are getting spare parts with in 1-3 km. 5 respondents
are 5-7km. 1 respondent is 7-9km. 2 respondents are 9-11km.
60% respondents are emphasis on 1-3 km.

P.A.S. College 92
 Mahindra & Mahindra

70

60
60

50

40
Percentage

N o o f R e s p o nd e nts
% o f R e s p o nd e nts
30
25

20

12
10
10
5 5
1 2
0 0
0
1 -3 3 -5 5 -7 7 -9 9 -1 1
Kms

P.A.S. College 93
 Mahindra & Mahindra
The following table shows the customer opinion
regarding speed of the MF in Haulage

Table-16

S.No Response (In No.of Percentage

Km) Respondents
1 15 1 5
2 16 0 0
3 17 0 0
4 18 0 0
5 19 0 0
6 20 5 25
7 25 14 70
8 30 0 0
9 35 0 0
10 40 0 0
Total 20 100

Comment : out of 20 respondents 14 respondents are saying

that they are having 25Kms/Ltr as speed for their tractors. I
respondent is 15 Kms/Ltr. 5 respondents are 20Kms/Ltr. 65%
respondents are emphasis on 25 Kms/Ltr.

P.A.S. College 94
 Mahindra & Mahindra

80
70
70

60

50
Percentage

N o .o f R e s p o nd e nts
40
P e rc e nta g e
30 25

20
14
10 5 5
1 00 00 00 00 00 00 00
0
15 16 17 18 19 20 25 30 35 40
K m s /h r

P.A.S. College 95
 Mahindra & Mahindra

COMPARATIVE ANALYSIS

The following table shows the comparision between

m&m m.f, swaraj in fuel consumption (cultivation).

Table 1

S.No Response Percentag Percentag Percentag

e of M&M e of M.F e of Swaraj
responden responden responden
ts ts ts
1 3 (Kms/Ltr) 20 20 30
2 4 10 35 20
3 5 40 35 45
4 6 30 5 0
5 7 0 5 5

Comment : out of 20 respondents 20% of M&M respondents

are saying that they are getting 3Kms/Ltr as mileage. 30% of
swaraj respondents are saying 3Kms/Ltr. 20% of mf
respondents are saying 3Kms/Ltr. 20% of mf respondents are
saying 7Kms/Ltr. 5% of swaraj respondents are saying
7Kms/Ltr.

P.A.S. College 96
 Mahindra & Mahindra

45
45
40
40
35 35
35
30 30
30

25
P e rce n ta g e P erc entage of M & M res pondents
2 020 20
20 P erc entage of M .F res pondents

15 P erc entage of S w araj res pondents

10
10
5 5 5
5

0 0 0
3 4 5 6 7
K m s /L t

P.A.S. College 97
 Mahindra & Mahindra
The following table shows the comparision between
m&m, m.f, swaraj in fuel consumption (Haulage).

Table 2

S.No Response Percetage of Percentage Percentage

M7M of M.F of Swaraj
respondents respondents Respondents
1 4Kms/Ltr 5 0 0
2 5 15 0 0
3 6 5 20 0
4 7 15 10 25
5 8 50 45 40
6 9 5 10 15
7 10 5 15 20

Comment : out of 20 respondents 5% of M&M respondents

are saying that they are having 4Kms/Ltr as mileage in
haulage. Nobody of mf & swaraj respondents are not having
4Kms/Ltr 15% of mf respondents are having respondents are
having 10Kms/Ltr 15% of mf respondents are having
10Kms/Ltr. 20% of swaraj customers are having 10Kms/ltr.

P.A.S. College 98
 Mahindra & Mahindra

50 50

45 45

40 40

35
30
P e rc e n ta 2g 5e 25
P e rc e ta g e o f M 7 M re s p o n d e n ts
20 20 20
P e rc e n ta g e o f M .F re s p o n d e n ts
15 15 15 15 15 P e rc e n ta g e o f S w a ra j R e s p o n d e n ts
10 10 10

5 5 5 5 5

0 00 00 0
4 5 6 7 8 9 10
K m s /L t

P.A.S. College 99
 Mahindra & Mahindra
The following table shows the comparison between
m&m, m.f, swaraj in availability of spare parts.

Table 3

S.No Response Percentag Percentag Percentag

e of M&M e of M.F e of Swaraj
responden responden responden
ts ts ts
1 1-3 Km 50 25 55
2 3-5 25 20 20
3 5-7 20 10 5
4 7-9 0 10 0
5 9-11 5 35 20

Comment : Out of 20 respondens 50% of M&M respondents

are saying 1-3km. 25% of mf respondents are saying 1-3km.
55% of swaraj respondents are saying 1-3km/. only 5% of
m&m customers are saying that they are getting spare parts
within 9-11km. 35% of mf respondents are saying 9-11km.
20% of if swaraj respondents are saying 9-11km.

P.A.S. College 100

 Mahindra & Mahindra

60
55

50
50

40
35

P e rc e nta g3 e0 P e rc e n ta g e o f M & M R e s p o nd e n ts
25 25
P e rc e n ta g e o f M .F R e s p o n d e nts
2 02 0 20 20 P e rc e n ta g e o f S w a ra j R e s p o n d e n ts
20

10 10
10
5 5

0 0
0
1 -3 3 -5 5 -7 7 -9 9 -1 1
K m s /L t

P.A.S. College 101

 Mahindra & Mahindra
The following table shows the comparison between
m&m m.f, swaraj in availability of service centers.

Table -4

S.No Response Percentag Percentag Percentag

e of M&M e of M.F e of Swaraj
responden responden responden
ts ts ts
1 1-3 Km 60 60 50
2 3-5 10 0 5
3 5-7 0 25 25
4 7-9 15 5 0
5 9-11 15 10 20

Comment : out of 20 respondents 60% of m&m respondents

are saying that they are having service centers within 1-3km.
60% of mf respondents also having service center within 1-
3km 50%of swarja respondents alsohaving service centers
within 2-3km. 15% of m&m respondents are saying that they
are having services centers within 9- 1 km. 10% of mf
respondents are having service centers within 9-11km 20% of
swaraj respondents are having service centers within 9-11km.

P.A.S. College 102

 Mahindra & Mahindra

6 06 0
60

50
50

4 0g e
P e rc e n ta

30 P e rc e n ta g e o f M & M R e s p o n d e n ts
2 52 5
P e rc e n ta g e o f M .F R e s p o n d e n ts
20 P e rc e n ta g e o f S w a ra j R e s p o n d e n ts
20
15 15

10 10
10
5 5
0 0 0
0
1 -3 3 -5 5 -7 7 -9 9 -1 1
K m s /L t

P.A.S. College 103

 Mahindra & Mahindra

The following tales shows the comparison between

m&m, m.f, swaraj in speed.

Table 5

S.No Response Percentag Percentag Percentag

e of M&M e of M.F e of Swaraj
responden responden responden
ts ts ts
1 15 15 5 0
2 16 0 0 0
3 17 0 0 0
4 18 10 0 0
5 19 0 0 0
6 20 65 25 10
7 25 10 70 65
8 30 0 0 25

Comment : out of 20 respondents of m&m 15% of

respondents are having 15kmph. 5% of respondents are
having 15kmph. 10% of m&m respondents having 25
kmph.70% of mf respondents having 25 kmph. 65% of swaraj
respondents having 25 kmph.

P.A.S. College 104

 Mahindra & Mahindra

70 70
65 65
60

50

40
P e rc e n ta g e P e rc e n ta g e o f M & M re s p o n d e n ts
30 P e rc e n ta g e o f M .F re s p o n d e n ts
25 25
P e rc e n ta g e o f S w a ra j re s p o n d e n ts
20
15
10 10 1010
5
0 0 000 000 00 000 00
15 16 17 18 19 20 25 30
K m s /H r

P.A.S. College 105

 Mahindra & Mahindra

The following table show the Usage of Tractor?

Table 6

No. of
Years % of Respondents
Respondents
1-4 6 10
5-8 9 15
8-12 15 25
Above 12 30 50
Total 60 100

Comment : Out of 60 respondents 50% are using M&M Tractor

above 12years, 25% of respondents using M&M Tractor
between 8-12 years, 15% of respondents using M&M Tractor
between 5-8 years. And 10% of respondents using M&M
Tractor between 1-4 years.

P.A.S. College 106

 Mahindra & Mahindra

50
45
40
35
30
25
20
15
10
5
0
1 to 4 5 to 8 8 to 12 Above 12

% of Respondents

P.A.S. College 107

 Mahindra & Mahindra
FINDINGS

The main objective of this chapter is to deal with the

essence of what is written in the prevention chapter, Efforts
are made to outlines in the findings. Conclusions are drawn
based on findings. At last some valuable suggestions are
given.

Major Findings:

1. From the consumer survey it was found that majority of

the consumers are getting information through the media of
newspapers.

2. All most of respondents are preferred television for the

advertisement.

3. Consumer opinion regarding M&M tractor is found good

4. The researcher observed that the consumers are satisfied

with the M&M tractor.

5. Respondents are suggested to increase the frequency of

advertisement.

6. Even though the m&m is having good pricing structure it

is fair for the company to keep the same place as it is
maintaining a very good quality, having enough demand
and brand image.

7. No doubt the company’s tractor is having good demand

in the market, but it has to concentrate on advertising in
order to build up the corporate image.

P.A.S. College 108

 Mahindra & Mahindra

CONCLUSION

This study clearly shows the portrait of consumer

awareness of the Mahindra & Mahindra. This product has an
average awareness among tractor consumers. About 60% of
the people are consuming it and accepting its quality.

Brand awareness can be exeated through effective

marketing campaigns and aggressive sales promotional
efforts. By keeping a constant touch with the marketing
elements through a company to upgrade its product which
satisfies the customers. By adopting theses steps mahindra &
mahindra can establish dominance over the other brands in
market.

P.A.S. College 109

 Mahindra & Mahindra

SUGGESTIONS

1. From the comparative analysis part it is found that fuel

consumption is the major threat for M&M.

2. M&M need to concentrate more on service centres and

availability of spare parts why because most of consumers
will like the company which will give then after sales service
support.

3. Service camps are maintained at least monthly once by

dealer. So that most of the customers will be satisfied.

4. As heavy advertising media dominates the present day

market, it is suggested that advertisement in visual media
may be used extensively by the company it is highly useful
to increase the company sales.

5. Until now the company has not taken much promotional

activities keeping it in view that stocks are being stored
without any effort. But this policy may result hazardous
consequences in the long run. Since the customer is not
rationale, he would also take impulsive decisions due to the
persuasive nature of activities undertaken by competitor. So
it can be suggested that an appropriate budget is to
establish successfully retain the existing customers and to
expand its present market.

P.A.S. College 110

 Mahindra & Mahindra

6. Marketing department must conduct survey’s on regular

basis to know that preferences of consumers regarding
price, quality add advertising effectiveness.

7. India is a developing country; generally consumers in

India will purchase the product on the basis of price. So that
all the organizations will offer their product in reasonable
price.

P.A.S. College 111