MAHINDRA
MAHINDRA
MAHINDRA
Submitted towards partial fulfillment of the requirement of the award of degree of bachelor of buSineSS adminiStration Under WEST BENGAL UNIVERSITY OF TECHNOLOGY 2009-2012
BENGAL COLLEGE OF ENGINEERING & TECHNOLOGY DURGAPUR Submitted By Bidhan Chandra Mishra BBA, 3rd year, 6th SEM. Bengal College of Engineering & Technology Under the guidance of Mr. Mainak Sarkar Roll No.9718
ACKNOWLEDGEMENT
No endeavor is complete without acknowledgement those who helped me to complete this project & make it a success. My sincere thanks to Mr. Amitabh Bhattacharya, HOD of BBA Department of BCET, for giving me the opportunity to do this project work. I would like to put on record my deep sense of gratitude towards our faculty member Mr. MainakSarkar, who has been my guide for this project and helped me out in the completion of this project report. Most respectfully, I pay my sincerest thanks to the management of the organization who permitted me an opportunity to undergo for training in their esteemed organization. Im especially indebted to the manager of training department who provided me the necessary I information, full of knowledge, support & inspiration needed to prepare this report. Praise of one does not mean neglect for others, so I thank all the staff members of the organization who has given me cooperation and guidance in completion of my project.
Table Of Contents
years. It designs, develops, manufacturers and market tractors as well as farm implements. Mahindra Tractors (China) Co. Ltd., Manufacturers tractors for the growing Chinese market and is a hub for tractor export to the USA and the other nations. M&M has a 100% subsidiary, Mahindra USA, which assembles product for the American market. Mahindra made its entry into the passenger car segment with the Logan in April 2007 under Mahindra Renault join venture. M&M will make its maisden entry in to the heavy trucks segment with Mahindra Navistar, the joint venture with International truck USA. Mahindras automotive division makes a wide range of vehicles including MUVs, LCVs and three wheelers. It offers 20 models including new generation multi-utility vehicles like the Scorpio & Bolero. At 2008 the Delhi Auto show, Mahindra executive said the company is pursuing an aggressive product expansion program that would see the launch of several new platforms and vehicles over next three years, including an entry-level SUV designed to seat five passengers and powered by a small turbo diesel engine.(19) True to their word, M&M launched the
Mahindra Xylo in January 2009, the Xylo sold over 15000 units. M&M grew from being a maker vehicle to major automobile and tractor manufacture. M&M was first known for assembly under license of the iconic wily jeep in India. The company later branched out into manufacturing light commercial vehicles. The companys flagship UV, Scorpio, hit the Indian markets and then success of this multi utility vehicle saw the company wining the consumers heart. M&M made its entry into the passenger car segment with the Logan April 2007 under the Mahindra-Renault joint venture. Its plants in Mumbai and Nasik manufacture multiutility vehicles and their engines are produced at the Igatpuri plant. Utility vehicles, light commercial vehicles and 3 wheelers are manufactured at Zaheerabad plant in Andhra Pradesh and three-wheelers at the Haridwar plant. The company has an established dealer network which is estimated to be more than 500. The well established company is now eyeing the hatchbacks and will bring in some competition when it launches the Mini Xylo in India. The company too has plants to go green with hybrid versions of their car models.
Advanced Technologies Used In Mahindra Mahindra vehicles come equipped with latest safety features. The compartment layout of the car ensures protection for the passengers in case of formal collision. The vehicles central pillar safeguards its occupants from the impact of a side collision. The sedan features advanced safety features including Antilock Braking System (ABS), Airbags Remote controlled central locking Nylon Gripped tyres Master chip key Finger print door system Wise command GPRS Wi-Fi Less Pollutant & Good Mileage
What is J D Power?
A company named J D Power & Associates started by James David Power in 1968 in California, USA. Started a survey named J D Power Customer Satisfaction Index in 1981. Survey has become a Benchmark to measure Customer Satisfaction in Automotive Industry across the globe. What J D Power does in India? An annual survey in the following areas. Sales Satisfaction Index (SSI). Customer Satisfaction Index (CSI). Initial Quality Scores (IQS). Automotive Performance, Execution & Layout (APEAL) Scores. Vehicle Dependability Study First result in 2008 JD Power Survey JD Power Syndicated Surveys Yearly M&M conducts Proprietary Surveys through J D Power
Half Yearly for JDP Cities Yearly for Non JDP cities
SSI Factor Structure Initiating the Sales experience 12.4% 5 Attributes Amount of time waited to be greeted at dealer Salesperson's explanation of features, advantages, and benefits of vehicle (including information on competition) Salesperson's attention focused on you prior to purchase decision Demonstration of vehicle (static and test drive) Thoroughness of follow up on enquiries/ requests prior to purchase decision Dealer Facility 11.4% 8 Attributes Convenience of location
Wide Selection of display vehicles Hours of operation (Convenience of operating hours) Neighborhood of dealership Comfort of office where transaction completed Ease of looking at vehicles Availability of product information (Display of product information e.g. price, product brochures, information on competitive models etc.) Exterior layout of showroom inviting and friendly Deal 9.4% 5 Attributes Price paid relative to expectations Degree to which you influenced contract terms Wide range of payment options (including financing options) Ease of understanding the negotiation (transparency of deal) How quickly you negotiated the deal Paperwork & Finance Process 10.1%
9 Attributes Purchase Paperwork Process (Sub Factor) Ease of completing purchase documents How quickly purchase paperwork process completed Clear explanation of all purchase documents Ability to answer purchase paperwork queries
Finance Process (Sub Factor) Ease of providing required documents for financing How quickly finance process completed Consideration & respect in dealing confidential documents Clear explanation of all finance documents Ability to answer finance-related queries Salesperson 14.8% 5 Attributes Salesperson's knowledge about vehicles Fulfillment of commitments Appropriateness of sales pressure
Courtesy and friendliness Sufficient time allowed before deciding Delivery Timing 16.4% - 3 Attributes Ability to deliver at promised time Length of time needed to deliver vehicle Ability to deliver vehicle at requested time (special dates, auspicious times etc.) Delivery Process 25.5% 6 Attributes Ability to answer questions at delivery Attention focused on you during delivery Time to complete delivery process Condition of vehicle (Condition/ cleanliness of your vehicle (clean, free from dings, scratches, etc.) Thoroughness of explanations (e.g. owner's manual, features etc.) Enthusiasm of the staff in making the delivery process enjoyable
IQS IQS measures consumer satisfaction with vehicle design and mechanical quality: design quality to gauge how the vehicle works (i.e., control operation and layout) and mechanical quality. The Initial Quality Study (IQS) provides in-depth diagnostic information on new-vehicle quality between 2-6 months of ownership. Results are presented using a problems-per-100 vehicles (PP100) metric, often referred to as "things gone wrong." APEAL Survey
The Automotive Performance, Execution and Layout Study (APEAL) identify the features that consumers find most appealing about their new vehicles. Owners evaluate more than 100 attributes in categories including ride and handling, engine and transmission, and comfort and convenience. APEAL measures how happy an owner is with the design, content, layout, and performance of their car within 90 days of purchase. APEAL is designed to complement the J.D. Power and Associates Initial Quality Study SM (IQS), which focuses on problems experienced by owners between 2-6 months of ownership. APEAL measures how gratifying a new vehicle is to own and drive. Vehicle Dependability Study (VDS) J.D. Power Asia Pacific 2008 India Vehicle Dependability Study inaugurated on 17 June 08 Measures problems experienced by owners of 30- to 42month-old vehicles Based on the number of problems reported per 100 vehicles
Examines more than 150 problem symptoms across nine vehicle categories : vehicle exterior; driving experience; (features, controls and displays); audio; entertainment; seats; (heating, ventilation and cooling (HVAC)); vehicle interior; engine; and transmission Study helps manufacturers to track the quality performance of their models to implement product improvements Provides consumers with insight into the reliability and dependability of brands and specific models after the warranty period Market segments: compact; premium compact; entry midsize; midsize; premium midsize; entry luxury; multiutility/multi-purpose vehicles (MUV/ MPV); and sportutility vehicles (SUV)
Rudra is the second largest seller of Mahindra vehicles in West Bengal & 1st in infrastructure. Rudra group has four dealership i.e., in Asansol, Bankura,Burdwan & Purulia. Asansol Banki danga, NH2 is the headquater of the Rudra group. In Rudra group there are approx 450-500 workers were working & all of the are at well pay scale. Rudra group has very much advanced technological machinery, maintainance service, experienced workers thus it makes fast delivery , gives fast services to their customers. It sells minimum 3-8 vehicles everyday.
COLOUR AVAILABLE : Fiery Black, Turf Green, Mist Silver, Diamond White, Rocky Beige, Java Brown PRICE : 7,25,424-12,63,292
COLOUR AVAILABLE: : Fiery Black, Mist Silver, Diamond White, Rocky Beige, Java Brown
MILEAGE:
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VeRIOTO D6
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Definition
Consumer Buying Behavior
Buying behavior of final consumers Purchase goods and services for personal consumption
Consumer Market
All individuals and households Buy or acquire goods and services for consumption
Refers to the buying behavior of people who buy goods and services for personal use. These people make up the consumer market. The central question for marketers is: How do consumers respond to various marketing efforts the company might use?
Factors Affecting Consumer Behavior : culture Most basic cause of a person's wants and behavior. Values Perceptions
Subculture
Groups of people with shared value systems based on common life experiences. Hispanic Consumers African American Consumers Asian American Consumers Mature Consumers
Social Class
People within a social class tend to exhibit similar buying behavior. Occupation Income Education Wealth
My work at Cadbury
Within a short span of time of 1 Month I could not participate in any Sales implementation process w.r.t Consumer buying behavior in Rudra Motors, Asansol. I was appointed as trainee assistant to the Trainer, Mr. Joydip Das. My work was to learn the actual implementation process of Consumer buying
behavior under the able guidance of the Trainer, Mr. Joydip Das. The trainer provided me with the actual secondary company data w.r.t the topic & explained each & every steps of Consumer buying behavior.
METHODOLOGY
(1) Preliminary Survey: - The project study was undertaken general discussion and informal interview with the customer both possessing and prospective. The objectives were set mainly to gain an idea about consumers buying behaviors of cars. (2) Data Collection: - The data were collected from primary sources. The primary data were collected from the customer both possessing and prospective. Surveying method through personal or direct interviews with the help of questionnaire-designed specification for the purpose did this. (3) Questionnaire Design:-Primary data was collected through well framed questionnaire. The questionnaire had two parts, one part for possessing customers and other part for prospective customer. Question was framed keeping mind. The various information required as per the objectives. Each question was directed towards getting information regarding M&M as well as other competitors. The questionnaire contained both open ended and close ended question. Also question with multiple-choice answers, degree of importance scale etc. were included. All effort were made to that the questionnaire was simple and precise and also adequate care was taken about the language, structure and format of questionnaires.
(4) Sample Size: The sample was selected on the basis of simple random sampling. A total 50 customer surveyed where 44 were processing and 6 were prospective customers.
The total sample size in segmented under the following zone: Zone: RudraAutomartPVT. LTD BakiDanga, N.H2 ASANSOL Mahindra&MahindraCo.Ltd (5) Analysis: The data collected from the customer were analysed using different standard statistical tools and techniques each of the question were analyzed to find out the purchasing behavior of different cars with reference to M&M motors. (6) Scope: The scope of the project is define by the objective of the study it self. If the study was basically for the fulfillment at its objectives. This means that scope of this project study is restricted to consumers buying behaviors of M&M cars among the other brand in the market. Scope of this project is also restricted to the area of field survey in Asansol& Durgapur. The study does not include any other area like finance personnel product etc. (7) Limitations: With many points the study of this project suffered from many limitation also, likewise as the sample is low I cannot analyze many respondent, as the survey may also suffer from bias results. (8) Recommendation: Recommendation were made or the base of finding drawn from the project analysis.
(9) Conclusion: Conclusion were made on the finding and analysis of the survey.
5. What are the factor affecting consumer buying. a) Culture b) Social Status c) Lifestyle d) Psychological factor e) Reference Group 6. What are the factors affective consumer buying behavior?
Sl. No. a) b) Price Financial assistance / credit facility Fuel efficiency Style / looks Comfort and convenience Durability Brand image Advertising Attributes Very Not so Important Important important
c) d) e) f) g) h)
i)
8. Are you planning to purchase a latest model of car ? (a) Yes (b) No 9. Among all of the M&M vehicles you like most. a) Xylo E9 b) Verito D6 c) Scorpio V-SERIES d) Bolero e) XUV 500 10. Which of the following technical features do you accept from your new car that does not exist in the old car? Sl. No. 1. 2. 3. 4. 5. 6. Technical features High engine power High fuel efficiency Breaks Tyres & Wheels Power Steering Suspension Yes No
7.
Power window
11. Do you want avail any promotional scheme while purchasing the new car? (a) (b) Yes No
12. If yes please tick following promotional scheme. Scheme Very imp Imp
a) b) c) d) e) Price discount Warranty Period Free gift & coupons Installment facility Insurance
Not so imp
13. Are you satisfied with the after sales service of your car ? (a) Yes (b) No 14. What is you preferred mileage in car. a) 13 kmpl b) 16kmpl c) 18kmpl d) 20kmpl e) 22kmpl 15. How much you satisfied from this company (M&M).
Yes No
44 6
88 12
Possession of cars
No 12%
No
Inference:-The question revealed that, of the 50 respondents only 44 of them owns a car whereas rest 6 do not possess car.
Media
Newspaper Magazines Advertisement T.V Trade Fairs Friends Family Members Others
Percentage
82 64 100 20 80 64 46
Awareness Media
Percentage
Media
Inference:- Of the different media, TV Advertisement ranked top in creating brand awareness among the perceptual mindset of the customers, which in turn effects the buying behavior of a customer.
Percentage
27.27% 0% 40.90% 4.5% 0% 20.45% 4.5% 0% 2.27%
Percentage
4.50% 0% 0%
4.50% 0%
2.27%
Brands
Percentage
12 20 32 18 18
Percentage
Inference :- The above graph shows that 12% of the surveyed customers use the product due to cultural factors, 20% of the surveyed customers use the product due to social status factors, 32% of the surveyed customers use the product due to the life style factors, 18% of the surveyed customers use the product due to the psychological factors,18% of the surveyed customers use the product due to the reference group factors.
c) d) e) f) g) h) i)
6 6 6 6 6 6 6
7 6 5 4 3 2 1 0
Preference
No 10%
Yes 90%
Inference:-The question revealed that, of the 50 respondents only 45 of them prefer Mahindra whereas rest 5 do not prefer Mahindra.
Responses
Yes
No
20
40
Responses
No 40%
Yes 60%
Inference:-The above graph revealed that, of the 50 respondents only 30 of them wants to purchase latest model of car & 20 of them do not wants to change.
10.Among all of the M&M vehicles you like most. Responses No.of respondents Percentage(%)
Xylo E9 12 24
10 20 5 3
20 40 10 6
Inference :- The above graph reveals that the most choice able car is Scorpio in the Market.
11. Which of the following technical features do you accept from your new car that does not exist in the old car? Sl. No. 1. 2. 3. 4. 5. 6. 7. Technical features High engine power High fuel efficiency Breaks Tyres & Wheels Power Steering Suspension Power window Yes 100 % 95 % 100 % 80 % 98 % 100 % 80 % No 0% 5% 0% 20 % 2% 0% 20 %
Technical feature
Inference:- In terms of technical feature expectation of the respondents, it was found that all the technical feature are expected by the customers
12.Do you want avail any promotional scheme while purchasing the new car?
Responses No.of respondents Percentage(%) Yes 30 60 No
Sl.No. Scheme
20
Very Important 1 2 3 4 5 Price discount Exchange offer Free gift Installment facility Interest free installments 6 -6 7 -3 6 4 6 2
40
Important Not so important
-4 6 0 0
Promotional Scheme
7 6 5 4 3 2 1 0 Price discount Exchange offer Free gift Installment facility Interest free installments
13. Are you satisfied with the after sales service of your car ?
Responses No.of respondents Percentage(%) Yes 50 100 No 0
No 0%
Yes 100%
Inference :- From the above graph we can see that the consumers are highly satisfied with the sales and services of the company.
14. What is you preferred mileage in car. Responses No. of respondents Percentage(%)
13 kmpl 16kmpl 18kmpl 20kmpl 22kmpl 4 8 20 10 8 8 16 40 20 16
No of Respondent
13 kmph 8% 22 kmph 16% 20 kmph 20% 16 kmph 16%
18 kmph 40%
Yes 100%
Inference :- From the above graph we can see that the consumers are highly satisfied with the company.
RECOMMENDATIONS
Based on the findings drawn from the projects analysis, certain recommendation need to be made as regards to the future course of action Mahindra India Pvt Ltd., which can go a long way in improving the Brand Awareness of the Company in the Motorcars market. The main recommendations are: Mahindra should continue with its range of innovative products. At the same times try to add value to its existing products so that it can cater to the present day requirements. As the study reveals that majority of customers are aged 20 40 years the needs and wants should be kept in mind while designing new products. As the buying decision of the buyer has influenced by himself, company should target them through demonstration and advertisement. As the market for the financial institutions are increasing, the company should target them through demonstration and advertisement. Facilities should be providing to the dealers so that they can extend them to the customers while purchasing this brand. Increase in sales promotion budgets to develop a point of purchase display and to participate to a greater extent in Trade shows and similar kind of shows and this will motivate the non-users to try out the products. The company can make charitable donation to different organizations. It can extend their helping hand to the people hotted by natural havoc like flood, draught, earthquake etc. to win the hearts of the mass people which will build a good image of the Company among them. Incentives and financial benefits provided to the dealers should be maximized to maintain their level of satisfaction and motivation.
LIMITATION
The study suffers from many limitations of this report are enumerated as the following: Firstly, being the whole project dependent on primary data, the study has gained vulnerability. Secondly, the survey was restricted only 50 respondents in whole Asansol and as such may not be true representative of the entire Asansol. Thirdly, the major constrain was the time factor, as the study have to be finished within the stipulated time period. Fourthly, lack of interest and unenthusiastic response may have allowed biasness to creep this report. Finally, lack of conclusions, which have been drawn, are subject to criticism at any stages of its analysis and presentation. This report may not provide the best possible market scenario and the efforts can always be made to have this project report more effective and useful.
BIBLIOGRAPHY Company Magazines & Journals Text book by Philips kotler Website: www.mahindrarise.in Wikipedia