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Summer internship Report with reference to Mahindra Tractors Nagpur (MH)
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A STUDY OF CONSUMER BEHAVIOUR, CUSTOMER SATISFACTION & COMPETITIVE STRETEGY
WITH REFRENCE TO MAHINDRA & MAHINDRRA
A REPORT IS SUBMITTED BY PARTIAL FULFILLMENT OF THE REQUIREMENT OF [PGDM]
2014
UMESH GHONGATE
Mob; 9890708553
Indira School of Business Studies
7/14/2014
Analysis of Consumer Behavior, satisfaction & competitive Strategy
Acknowledgement
Every project big or small is successful largely due to the effort of a number of wonderful people who have
always given their valuable advice or lent a helping hand. I sincerely appreciate the inspiration; support
and guidance of all those people who have been instrumental in making this project a success
Umesh Ghongate the student of Indira Schhool Of Business studies( Pune), am extremely grateful to
“Provincial Automobile” for the confidence bestowed in me and entrusting my project entitled “” with
special reference to Mahindra & Mahindra
Any task that is under reaches Successful Completion not only by individual efforts but also by the
Guidance and Support of Many Others. Here are we to acknowledge a few of those who have helped us to
carry out this project work successfully
I express to Mr. Deepak Lalwani Sir A.Area Manager of Mahindra & Mahindra for giving me this
opportunity to undertake this prestigious organization and providing a good environment to my work
I would also like to thanks to Mr Arun Agrawal director Of Provincial automobile and entire staff for the
invaluable help and support they extended during the project
I would like to thanks
Sales Manager: Mr Prashant Sude (Provincial Automobile)
Sales Executive: Mr. Ajay Mandhre , Mr. Suttam Uike, Mr. Amdare
Place: Nagpur
Date:
2
Contents
Page No
1. Executive summary………………………………………………………………………………………………………..04
2. Project Introduction……………………………………………………………………………………………………….05
3. Objective………………………………………………………………………………………………………………………..05
4. Research Methodology…………………………………………………………………………………………………...05-06
5. Data analysis………………………………………………………………………………………………………………….07-19
6. Data observation……………………………………………………………………………………………………………19-26
7. Recommendation…………………………………………………………………………………………………………....27
8. Limitation of the survey…………………………………………………………………………………………………..28
9. Conclusion………………………………………………………………………………………………………………………29
10. Bibliography………………………………………………………………………………………………………………….29
11. Questionnaire………………………………………………………………………………………………………………..30
Executive Summary
Mahindra & Mahindra is the Market leader in Multi- utility vehicle in India. The company started
manufacturing Commercial vehicle in 1945. Mahindra & Mahindra is the leader by far in
commercial vehicle and best known for tractors in India
The survey involved Gathering wide information about the company, its products customer
satisfaction and consumer Behaviour impact of competitive firms on the company
From the information Collected through collection of primary and secondary data. Secondary data
was collected through visiting various website, automobile magazine and other reliable source.
Primary Data collected through a well framed Questionnaire, of which later a detailed analysis was
done using various statically IT Tools
On the Basis, the secondary data analysis and the extensive analysis of the primary data,
interpretations were drawn for the question and conclusion is drawn. Certain suggestion also
drawn from the analysis to help
4
Project Introduction
The project was carried out in Nagpur district. The areas to be covered were those areas where tractor
population is good.
The area cover in Project is Mouda, Parsheoni, Kamthi. These areas are Taluka places & their surrounding
villages. The study is scheduled through primary data and other information thereby preparing
questionnaire, which focuses of various variables, and attributes that are important to know the
satisfaction level and factor affecting the purchase decision.
There sample size was 90 consumer of tractor. The reason behind the project to know the consumer
behaviour and customer satisfaction level the study is scheduled through primary data and other
information there by preparing questionnaire. Which focus of variable and attributes that are important to
know the satisfaction level and the factor affecting the purchase decision.
Serving the consumer demand with the help of marketing channels and then in turn, expanding the market
even in the face of keen competition. The marketing objective developed marketing plan and control
OBJECTIVE
To know the customer behaviour and customer satisfaction level
To know the competitive strategy
To know the perception of customer regarding of Mahindra tractor
To know the reason for decline to purchase of Mahindra tractor
To know the suggestion from customer to improve sales of Mahindra tractor
RESEARCH METHODOLOGY
A research process consists of stages or stapes that guide the project from its conception through the final
analysis, recommendations and ultimate actions. The research process provides a systematic, planned
approach to the research project and ensures that all aspects of the research project are consistent with
each other.
Research instrument: structured questionnaire
Sampling Plan: Convenience sampling
Sample Size: 90
Sampling Design:
Convenience Sampling: Convenience sampling is a non-probability sampling technique where subjects are
selected because of their convenient accessibility and proximity to the researcher.
The subjects are selected just because they are easiest to recruit for the study and the researcher did not consider selecting subjects that are representative of the entire population.
In all forms of research, it would be ideal to test the entire population, but in most cases, the population is just too large that it is impossible to include every individual. This is the reason why most researchers rely on sampling techniques like convenience sampling, the most common of all sampling techniques. Many researchers prefer this sampling technique because it is fast, inexpensive, easy and the subjects are readily available.
5
Types of Data
Primary Data: The primary data are those which are collected fresh and for the first time and thus happen to e original in character. Such data are published by authorities who themselves are responsible for their collection. Personal interview with farmers, Dealers and sales person
Secondary data: the secondary data are those which have already collected by some other agency and which have previously been collected by some organization to satisfy its own need but is being used by other department under reference for an entirely different reason
Methods of collecting primary data
Interview method of data collection Observation method of data collection Questionnaire method of data collection
Method of collecting secondary data
Record review Method of Data Collection
6
Which Tractor company currently used by the customer
No of Person Percentage Mahindra and Mahindra 36 32.4% Swaraj Tractor 20 18% John Deere 18 16.2% Eicher Tractors 08 9.9% Sonalika Tractors 10 9%
How many consumers used before Mahindra Tractors?
No of Person Percentage Yes 72 65% No 18 16%
7
0%
5%
10%
15%
20%
25%
30%
35%
Mahindra Swaraj John Deere Eicher Sonalika
G1
0%
20%
40%
60%
80%
yes no
G2
Which Factor consider while purchasing?
Brand image 33 29.7 After Sale Services 27 24.3 Spares parts availability 10 09 All above 45 40.5
Consumer Perception about fuel efficiency
Excellent 24 21.6% Good 23 20.7% Satisfied 36 32.4% Not satisfied 07 6,3%
8
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Brand after sale Services Spares partsavailability
All above
G3
0%
5%
10%
15%
20%
25%
30%
35%
Excellent Good satisfied Not Satisfied
G4
How much consumer aware of Mahindra schemes offered for customer?
No of Person Percentage Yes 53 47.7 No 47 42.3
Which Tractor used by the customer
Sarpanch 32 28.8 Bhoomiputra 43 38.7 Arjun 10 09 Turbo 5 4.5
9
38%
40%
42%
44%
46%
48%
Yes N0
0%
5%
10%
15%
20%
25%
30%
35%
40%
sarpanch Bhoomiputra arjun turbo
G6
G5
How many people aware subsidy given by government
Yes 22 19.8 No 68 61.2
10
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
G7
Series 1
Information source of consumer
Friends 52 46.8% Other tractor owners 48 43.2% Mechanics 39 35.1% Experience 24 21.6% Family 15 13.5% Sales person 10 9.00%
Factors affecting buying decision
No of Person Percentage Running cost 51 45.9% Fuel efficiency 40 36.00% Spares parts availability 31 27.90%
Engine power 45 40.50% Tractor styling 4 3.60% Resale value 12 10.80% financing 18 16.2%
11
0%
10%
20%
30%
40%
50%
friends Other tractorowners
Mechanics Experience family sales person
G8
Series 1
0%
10%
20%
30%
40%
50%
runningcost
fuelefficiency
sparesparts
availibility
Enginepower
Tractorstyling
ResaleValue
Financing
G9
Series 1
Liked parameter of Mahindra tractor
No of Person Percentage Quality 43 38.7% Power 31 27.9% Fuel efficiency 39 35.1% Driving comfort 27 24.3% styling 04 3.6% Spares parts availability 17 15.3%
Dislike Parameter of Mahindra & Mahindra
Experience Dealership 34 30.6% Price 20 18% Fuel efficiency 25 22.5% Hydraulic problem 32 28.8% Oil leakage 23 20.7% Sales person 6 5.4%
12
0
5
10
15
20
25
30
35
40
45
Quality Power FuelEffciency
Spares partsavailability
Drivingcomfort
styling
G10
Series 1
0
5
10
15
20
25
30
35
ExperienceDealership
price fueleffciency
hydrolicproblem
oil leakage sales person
G11
Series 1
2nd Choice of Mahindra Tractor owner
No of Person Percentage Swaraj Tractor 34 John Deere 30 Sonalika 20 Others 16
Reason for not buying Mahindra tractor
No of Person Percentage Friends advice 31 27.9% More maintenance 10 9.00% Other dealer advice 18 16.2% Speed is slow 32 28.8% Want to try new 15 13.5% Exchange value not suitable 0 0.00%
13
0
5
10
15
20
25
30
35
Swaraj Tractor John Deere Sonalika others
G12
Series 1
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Friendsadvice
Moremaintenance
Other dealeradvice
Speed isslow
want to trynew
exchangevalue
G 13
Series 1
SATISFACTION REPORT
Satisfied with overall service provider by dealer or service provider.
No of Person Percentage Strongly agree 15 13.5% Agree 14 12.6% Neither agree nor disagree 7 6.3% Disagree 44 39.6% Strongly disagree 10 9.00%
Knowledgeable sales person?
Strongly disagree 0 0.0% Disagree 0 0.0% Neither disagree or agree 0 0.0% Agree 76 68% Strongly agree 14 13%
14
0.00%
10.00%
20.00%
30.00%
40.00%
strongly agree agree neither agreenor disagree
disagree stronglydisagree
G 14
Series 1
0%10%20%30%40%50%60%70%
stronglydisagree
disagree neitherdisagree or
agree
agree strongly agree
G15
Series 1
Employees spent enough time with you before sales?
Strongly disagree 0 0.0% Disagree 0 0.0% Neither disagree or agree 0 0.05% Agree 74 66.6% Strongly agree 16 14.4%
Employee spent enough time after sales?
No of person Percentage Strongly disagree 0 0.0% Disagree 22 19.8% Neither disagree or agree 0 0.0% Agree 36 32.4% Strongly agree 32 48.8%
15
0%
10%
20%
30%
40%
50%
60%
70%
stronglydisagree
disagree neiher disagreeor agree
agree Strongly agree
G16
Series 1
0%
10%
20%
30%
40%
50%
Stronglydisagree
Disagree neitherdisagree nor
agree
agree strongy agree
G 17
Series 1
Vehicle in good condition?
No of Person Percentage Strongly disagree 0 0.0% Disagree 0 0.0% Neither disagree or agree 0 0.0% Agree 60 54% Strongly agree 30 27%
Prices are affordable?
No of Person Percentage Strongly disagree 12 10.80% Disagree 12 11.00% Neither disagree or agree 15 13.50% Agree 21 19.00% Strongly agree 30 27.00%
16
0%
10%
20%
30%
40%
50%
60%
satronglydisagree
disagree Neitherdisagree nor
agree
agree strongly agree
G 18
Series 1
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
stronglydisagree
disagree neither agreeor disagree
agree strongly agree
G19
Series 1
Attractive discount offer?
No of Person Percentage Strongly disagree 20 18% Disagree 30 27% Neither disagree or agree 09 08% Agree 20 18% Strongly agree 11 9.9%
Responds to complaints quickly?
No of Person Percentage Strongly disagree 32 28.8% Disagree 20 18.0% Neither disagree or agree 00 00 % Agree 19 17.1% Strongly agree 17 15.3%
17
0%
5%
10%
15%
20%
25%
30%
stronglydisagree
disagree neitherdisagree or
agree
agree strongly agree
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Stronglydisagree
Disagree Neitherdisagree or
agree
agree strongly agree
G22
G20
Service at Mahindra excellent?
No of Person Percentage Strongly disagree 24 21.6% Disagree 30 27.0% Neither disagree or agree 06 5.40% Agree 20 18.0% Strongly agree 10 9.00%
All the commitment fulfilled?
No of Person Percentage Strongly disagree 0 0.0% Disagree 20 18% Neither disagree or agree 0 0.0% Agree 45 41% Strongly agree 25 23%
18
0%
5%
10%
15%
20%
25%
30%
Stronglydisagree
Disagree neitherdisagree or
agree
agree strongly agree
G23
Series 1
0%5%
10%15%20%25%30%35%40%45%
Strongly agree Disagree neitherdisagree or
agree
agree Strongly agree
G24
Series 1
Customer opinion towards fuel consumption
No of Person Percentage Extremely satisfied 20 18.00% Satisfied 28 5.04% Neutral 29 26.10% Dissatisfied 12 10.80%
19
0%
5%
10%
15%
20%
25%
30%
Extremely satisfied satisfied Neutral Dissatisfied
G25
Series 1
Tractor industry classified in to three broad segments, based on the power deliver by the engine horse
power
SEGMENTS HORSEPOWER MARKET SHARE SUITABILITY
Small tractor 21-30 23-25 Tractor suited for soft soil condition and irrigated in northern states
Medium tractor 31-40 53-56 Tractor suited for hard soil condition mostly used in southern and western region.
Large tractor 41-50 17 Rich farmers and large land holding like Punjab and Haryana
Large tractor 50- 2-4 Used in turnkey projects. Construction sites, dams and civil projects
ESCORTS Escorts set up the strategic Agri Machinery Group (AMG) to venture into tractors. In 1965 They rolled out their first batch of tractors under the brand name of Escort In 1969 a separate company, Escorts Tractors Ltd., was established with equity participation of Ford Motor Co. Basil don, UK for the manufacture of Ford agricultural tractors in India In the year 1996 Escorts Tractors Ltd. formally merged with the parent company, Escorts Ltd. Technologies-Escorts AMG has three recognized and well-accepted tractor brands, which are on distinct and separate technology platforms. Farmtrac-World Class Premium tractors, with single reduction and epicyclical reduction transmissions from 34 to 75 HP Powertrac - Utility and Value-for-money tractors, offering straight-axle and hub-reduction tractors from 34 to 55 HP. India’s No.1 economy range ± engineered to give spectacular diesel economy Escorts -Economy tractors having hub-reduction transmission and twin-cylinder
John Deere Deere & Company, founded in 1837 (collectively called John Deere), has grown from a one-man blacksmith shop into a corporation that today does business around the world and employs approximately 56,000 people. The company continues to be guided, as it has been since its beginning, by the core values exhibited by its founder: integrity, quality, commitment and innovation. To expand its global presence in Agricultural equipment, John Deere established the India Tractor business In 1997 under a joint venture with Larsen & Toubro Limited (L&T). In 2005, John Deere acquired the remaining shares in the joint venture. The India Tractor business includes a fully integrated manufacturing facility with three focus factories -Engine, Transmission and Vehicle Assembly. Spread over 112 acres with 50,000 m Of covered area at Sanaswadi, Pune, it produces modern tractors from 35 to 70 HP for both domestic and international markets. These include North & South America, Europe and South East Asia where they have earned a reputation for quality.
20
TAFE TAFE full name is Tractor and Farm equipment limited. TAFE is a US$750 million tractor major incorporated in 1960 at Chennai in India, in collaboration with Massey Ferguson (now owned by AGCO corporation, USA). TAFE acquired the Eicher tractors business, its engine plant at Alwar and transmissions plant at Parwanoo through a wholly owned subsidiary. TAFE Motors and Tractors Limited. A member of the Amalgamations Group of Chennai, this company has four plants involved in tractor manufacturing at Mandideep (Bhopal), Kallidaipatti (Madurai), and Doddabalbur (Bangalore) and in Chennai. Apart from being among the top five tractor manufacturers in the world, TAFE is also involved in making diesel engines, gears, panel instruments, engineering plastics, hydraulic pumps, plantations and passenger car distribution through other divisions and wholly owned subsidiaries. TAFE Motors and Tractors Limited has, apart from the tractor manufacturing plant at Mandideep mentioned above, a Diesel Engine plant at Alwar, Rajasthan producing a range of air cooled and water cooled diesel engines up to 80 HP with plans are on to increase the product range up to125 KVA. The Transmissions Division located at Parwanoo in Himachal Pradesh produces a range of transmission components both for captive use as well as for sale to OE manufacturers. TAFE Access Limited is a wholly owned subsidiary of TAFE involved in the manufacture and marketing of farm implements, trailers and accessories, distribution of passenger cars, manufacture of hydraulic pumps and panel instruments to discerning customers both in India and overseas. TAFEs Engineering Plastics Division produces a range of components for the consumer electronics, IT, white goods and automotive sector and has the distinction of being awarded Toyota Quality Award. TAFEs Power Source Division produces a range of automotive batteries for both two wheeler and four wheeler applications for sale through AMCO Batteries Ltd. As well as for sale directly through a dedicated distribution channel under the brand name of Speed.
Mahindra & Mahindra
The Mahindra group's Farm Equipment Sector (FES) is amongst the top three tractor brands in The world. It has won the Japan Quality Medal in 2007. It also holds the distinction of being the first tractor company globally to win the Deming Application Prize in 2003. FES is the first tractor company worldwide to win these honours. This shows the strong focus of FES on Quality and Customer Satisfaction. Today, the domestic market share of FES is around 42%. (Mahindra brand: 30% and Swaraj brand: 12%).The motto of FES is to usher prosperity; for its customers, dealers, employees, society and all other stakeholders.FES has 6 state-of-the-art manufacturing plants (including 2 plants of Swaraj in India, 2 plants in China, 3 assembly plants in USA and 1 assembly plant in Australia. FES has a presence in around 25 countries across six continents with more than 1000 dealers world-wide.FES has a subsidiary agricultural tractor manufacturing company in India known as Mahindra Gujarat Tractor Limited (MGTL). INTERNATIONAL TRACTORS LIMITED International Tractors Limited was incorporate on October 17, 1995 for the manufacture of Tractors and has since then built a distinct position for itself in the Tractor industry. ITL is manufacturing various Tractors of Sonalika brand between 30 H.P to 90 H.P, and CLASS brand between 70 hp to 90hp. The tractors manufactured by company have secured a reputation of performance, quality and reliability in the market because of their maximum pulling power, minimum fuel consumption and low emission. All this makes ITL one of the top five tractor selling companies in India. These tractors are also exported to various countries including South Africa, Australia, Zimbabwe, Sri Lanka, Canada, Bangladesh, Algeria, Zambia, Senegal Ghana etc ITL has entered into strategic alliance with YANMAR of Japan for joint manufacturing tractors in India.
21
ITL has a marketing arrangement with TATA International for development of selected South American and African market. The company’s marketing efforts are promoted by dealer network of 600, and 450 sub dealers. Such a networking has enabled the company to grow like a well-knit family whose roots lie in its customers, who have providing constant feedback and support to allow the company to turn their dreams into product they are also manufacturing tractors, meeting norms of Smoke & Mass Emission, Tested and certified Pune. United States Environmental Norms Agency, Washington DC has also certified our Engines. These certifications enabled SONALIKA Tractors to enter into world Market. All the Models of Tractors and Combines Harvesters manufactured by us are tested &approved by central Farm Machinery and Tractors Training & Testing Institute, Budni (MP) India, (the Government of India Institute authorized for issuing test reports
22
Mahindra & Mahindra
Liked Parameter
The main reason for M&M victory are parameter like reasonable
Maintenance,
fuel efficiency,
cheap & easy availability of spares parts ,
engine power,
application suitability
Apart from Mahindra & Mahindra most known company.
Influencer
In case of Mahindra & Mahindra main influencer in final buying decision are own decision. Friends and Past
experience are most powerful for choosing products
Affecting Decision
In case of Mahindra and Mahindra the parameter affecting buying decision are reasonable
maintenance,
fuel efficiency,
cheap and easy available spares parts
brand image
status
Dislike parameter
The most dislike parameter of Mahindra & Mahindra owners are
experience at Dealer
price
hydraulic problem
Services
Consumer Perception:
Consumer perception of regarding Mahindra services provide by Mahindra is not so good; Mahindra
customer relationship is not appreciated by consumer. Behaviour of the employees at the dealer place is
not good. This impact handled by the sales person during the sales.
The most dislike parameter is service offered by Mahindra and Mahindra and customer relation ship
23
John Deere
John Deere tractors are a leading tractor company in selected area. John Deere is increasing their market in
Nagpur region some parameter is as
Liked parameter
maintenance
Design
Power
Service
Influencer
In case of john Deere the main influencer is young generation. Young person want to prefer new style, new
looks and power, these people are powerful for choosing tractors
Dislike parameter
Tyre wear and tear
Spares parts availability
Resale value
Consumer perception
According to consumer john Deere tractor is a highly powerful tractor, and maintenance cost is high but not
regular maintenance required and no break down problem. Smooth transmission then Mahindra tractor.
Some consumer of tractors think Mahindra tractor does not work efficient in their field like (INDORA). As
john Deere is works well then Mahindra tractor
___________________________________________________________________________________________________________________________
Swaraj Tractor
Swaraj tractor has maintained their brand image in market. And capture its existing market share.
Liked parameter
The reason for like Swaraj tractor
Maintenance
Mechanics can repair
Power
Dislike Parameter
Spares parts not available
Fuel consumption is more
Service
Consumer Perception: according consumer of Swaraj tractor and Mahindra tractor. Swaraj tractor has
more power in first transmission gear, so that working speed is high
24
Sonalika Tractors
Sonalika tractor is also leading tractor company in selected Taluka. Sonalika tractor is available in lower
price than other tractors.
Liked parameter
Maintenance
Parts available
Mechanics can repair
Affordable price
Unlike parameter
Fuel consumption
Power
Brand Image
Resale value
Consumer Perception
Sonalika tractor available at lower prices. Sonalika gives better exchange value then other tractors Sonalika
tractor giving good services to consumer and better exchange value.
___________________________________________________________________________________________________________________________
Eicher Tractor
Eicher Tractor tries to capture their existing and increasing Market Share. Eicher Tractor came up with new
scheme for consumer. Gifts Given by the company to customer on Purchase of Eicher tractor.
Liked Parameter
Maintenance easy
Designs
Fuel efficiency
Dislike Parameter
Spares parts not available
Services
Engine power
Influencer & Perception
The Influencer role play for Eicher tractor is friends and villagers who have their own Eicher Tractor. A
Majority of Eicher Owner in a village is influence to new customer. Some of consumer of Eicher Tractor Not
Satisfied with Power of Tractor. They were satisfied with fuel consumption and services.
___________________________________________________________________________________________________________________________
25
Massy Ferguson
Massy Fergusson Consist a Good Market share in selected Taluka, a consumer of Massy Satisfied with over
all tractor performance
Liked Parameter
Fuel Consumption
Maintenance
Power
Simpson Engine
Parts available in market
Dislike Parameter
Dealer Services
Influencer
The Main influencer of massy Ferguson tractor is Experience of tractor owner, friends and volume of Massy
Ferguson tractor in village.
Consumer Perception
A consumer of massy tractor is satisfied with tractor performance and engine power. Consumer thinks fuel
consumption is good then other tractor. Maintenance cost is low and working efficiency is good. A good
positioning of brand image is in consumer Mind.
___________________________________________________________________________________________________________________________
26
Recommendation
The Basics
Companies involved in the automobile industry, must focus on providing top-notch customer service at each and every level. Whether interacting with customers on the phone or in person, greet customers with an enthusiastic and joyful tone. When setting up appointments, provide detailed information related to the procedures and time-lines associated with your service. Employees should demonstrate a thorough and accurate knowledge of all services offered. Promote prompt and courteous service. Provide explanations for any delays. Thank customers for their business and welcome them back. Strive to develop a positive and respectful relationship the first time to encourage repeat business and customer loyalty.
Resolving Conflict
Providing proper customer service throughout the customer experience will hopefully limit the need to handle conflict. When conflict does arise, it's important to limit any damage and seek to mend the relationship with your customer. Employees should demonstrate empathy when handling angry or upset customers. Demonstrate empathy by allowing the customer to vent and then respond with an affirmation of the problem and your desire to assist in getting the problem resolved as soon as possible. Offer solutions to help remedy the problem--this can include discounts or free services depending on the severity of the issue. Track customer complaints to help identify possible problems within the company. Follow-up on complaints to ensure customers received appropriate care and service after the complaint
Trade show
Auto shows can be a great marketing opportunity for tractor brands, with the larger trade shows attracting
thousands of visitors from across the villagers. These shows are much more than the chance to wander
around and admire the latest technology product instead they play an essential role in how people connect
with brands, and can be a great way to launch a new product. It makes the presence in consumer mind.
Servicing Campaign
The major problem of Mahindra’s servicing campaign is
People don’t know about servicing campaign
A larger population don’t not have any idea about campaign is running for tractors.
They don’t know the date and place where servicing campaign is running
There is no announcement before campaign.
This is the loss of customer satisfaction process and marketing campaign for new prospects.
Some recommendation to service campaign
Service campaign has to set up at visible location
People have to know earlier about service campaign
A proper service call before service campaign.
27
After sales service improve
Ask customer for feedback
When you let your customer know that their opinion is important to you they will be more inclined to feel like an individual with thoughts and feelings, rather than just another customer. Don’t ask for their feedback to improve your “score” or reputation, rather ask for their feedback because you are genuinely interested in what they think.
Stay in contact with customers
Contact customer immediately upon payment confirmation and thank them for their purchase. Stay in touch with them through the whole process. Contact them again when you ship their merchandise. Estimate the approximate time their package is scheduled to arrive and contact them to make sure their package was delivered safe and sound, and to see if they have any questions about their merchandise. When customers see that you aren’t forgetting them as soon as they have paid for their purchase they will realize you are passionate about your product and service and that you genuinely want them to be satisfied shopping with you.
Give customer an incentive to shop with you again
If you are serious about business and you are in it for the long haul, then do everything you can to foster repeat business. Nothing tells a customer that you appreciate them more than offering them a “gift” or a discount to shop with you again.
Limitation of the Survey
Though best effort have been made to made to make the study fair transparent and error free yet there
might be some inevitable and limitation. Although outright measures area undertaken to make the report
most accurate some inadvertent errors might have crept in and suggestion to improve or eliminate the
same are most welcome.
The limitation f the survey is narrated below:
The project is valid for the predefined area of work
There may be some biased response from the respondent
Some respondent did not provide the full data
28
Conclusion
Mahindra and Mahindra have a Good market share in selected taluka. According to survey majority of
customer not satisfied with overall service provided by Mahindra tractors. These are some following
aspects management should resolve.
Behaviour & attitude toward customer
After sales services
Service call
Servicing campaign
Trade show
Conflict between Dealers
The main competitor of Mahindra tractors in present scenario is John Deere and Sonalika Tractors.
Bibliography
Books:
1. Philip Kotler, Kevin Keller (2009) Marketing Management
2. Marketing Management, The McGraw Hill
Magazine
1. Forbs India Magazine
2. BBC TOP Gear Magazine
3. Economic Time Articles
4. ICRA Reports
Websites
1. Mahindra official websites
2. Trctordata.com
29
Survey Questionnaire - Mahindra Tractor
DISCLAIMER:
This survey is based on Mahindra Tractor. The aim of this study is to understand the consumer
behaviour needs of the farmers so that it can be helpful for the organization to cater the farming
requirements of their customers with technology.
CONSENT:
I have read and understood all the information written above. My participation in this survey is
voluntary and I am willing to share necessary information for this survey.
Survey No: __________________ Date: ___________________ Place:
___________________________ District: ___________________
1. Which Tractor are you using?
Mahindra Tractor
Swaraj Tractor
John Deere
Eicher Tractor
others
2. What elements do you think are most important when you are buying a tractor?
Brand
Price
Product
Quality
After Sale Service
Maintenance Cost Save
Fuel
Safety & Reliability
Design
Other -
3. How do you evaluate Mahindra Tractor?
Very good
Good
Average
Bad
Very Bad
4. What specification/feature do you feel really great Mahindra Tractor?
Engine
Power Steering
4 Wheel drive
5. To what extent is your possibility to buy a Mahindra when you want to buy in future?
Definitely Yes
Yes
Maybe
No
Definitely No
6. What are the factors that influence on your purchasing of Mahindra tractor?
Well-known brand name
High quality
High technology
location of dealer and after sale service is convenient
Advertising and promotion
Low Maintenance Cost
Experts/Friends advised
7. What do you think of the performance of Mahindra Tractor in its quality according to your
experience?
Excellent
Very good
Good
Average
Bad
8. What is your point of view in the following aspects according to your experience?
Excellent
Very good
Good
Average
Bad Quality of external part
Durability
Quality of engine
Performance of control
Quality of internal part
Performance of safety features
9. Do you feel satisfy with the price of Mahindra Tractor?
Satisfied
The price is too low
The price is too high
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10. Did you take any financial Help for the purchase Tractor?
Yes
No
11. How do you know about Mahindra Tractor?
Recommended by friends/family/Experts
Television programmes
Authorized Dealer
Others –
12. What do you think of the authorized dealer of Mahindra Tractor according to your experience?
Excellent
Very good
Good
Average
Bad
13. What is your point of view in the following aspects according to your experience?
Excellent
Very good
Good
Average
Bad
Distribution range of Authorized Dealers
Convenience of the authorized dealer location to consumers
Service
14. If you have contacted Mahindra for service, were all problems resolved to your complete
satisfaction?
Yes
No
15. What do you think of the degree of satisfaction of Mahindra Tractor?
Very satisfied
Satisfied
Average
Unsatisfied
Very unsatisfied
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16. Which Tractor will you prefer to buy other than Mahindra Tractor and Why?
17. What are the defects To Mahindra Tractor according to your point of view?
Bad looking
Hard to control
Bad quality
Obscure brand
High oil consumption
High price
Poor Technology
Poor Service
Others
18. Whether people of service station co operative or not
Work Manager
Service adviser
Technician
19. on road breakdown service
Poor
fair
good
excellent
Thank you for taking the time to complete this survey! Your results will help us serve you better.
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