SUMMER TRAINING REPORT

ON
“Consumer buying preference towards Mahindra”

SUBMITTED TO : SUBMITTED BY :

MRS. RAJESH SHAKTI

ASST. PROF. R.NO. : 443

MBA 3rd Sem.

MATU RAM INSTITUTE OF ENGINEERING & MGMT.

AFFILIATED TO

MAHARISHI DAYANAND UNIVERSITY, ROHTAK

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 ACKNOWLEDGEMENT

This research in itself is an acknowledge to the inspiration, drive, technical

assistance contributed to it by many individuals. This research work would have
never been completed without the guidance and assistance that I received from
time to time during the whole research process.

It is my great pleasure to place a record of sincere thanks and gratitude to

Mr. Paras Arora, Lochab Motars, Rohtak

I express my sincere gratitude and in debtness to Mrs. Rajesh (MBA

Deptt.) for giving me an opportunity to enhance my skill in the field of my project.

Shakti

DECLARATION

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 I Shakt, Roll No 443 in class MBA of the Matu Ram Institute of Engg. & Mgmt, Rohtak hereby declare

that the Project Report on entitled “ Consumer Buying Preference towards Mahindra” is an original work

and the same has not been submitted to any other institute for the award of any other degree.

Presentation Incharge (Signature of the Candidate)

(Faculty)

Counter Signed

TABLE OF CONTENTS

3
CHAPTERS

CHAPTER – 1 INTRODUCTION

Introduction about Topic

Objective of the Study

Significance of the study

CHAPTER – 2 REVIEW OF LITERATURE

CHAPTER – 3 RESEARCHES METHODOLOGY

CHAPTER – 4 DATA ANALYSIS & INETRPRTIATIONS

CHAPTER – 5 FINDING, CONCLUSION & SUGGESTIONS \

CHAPTER – 6 LIMITATIONS OF THE STUDY

Bibliography

Annexure

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EXECUTIVE SUMMARY

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 EXECUTIVE SUMMARY

Today we are moving in that era, where Companies are not just a single entity, they are moving
away from the traditional way they used to be, breaking barriers of being limited to a single
sector. Understanding the needs of different segments of the consumers, and Integrated from
Other firms who are in completely different sectors; that is slowly we are moving in a
Interdependent economy and all this can be attributed to numerous reasons, but some of the
prominent causes for this fundamental shift is Globalization, Use of Innovative
tools/techniques/methods in Businesses, Technological advancements, and Changing customer
and Society.

This study gives an overview of the Indian automotive Industry, its major players, growth and
outlook. This report also provide ample of information regarding Mahindra & Mahindra Ltd..
This report provides an analysis of the Internal as well as External situation of Mahindra &
Mahindra Ltd in the form of SWOT Analysis and PORTER’S FIVE FORCES Model.

This project explores the consumer buying preference towards Mahindra Scorpio. The detailed
analysis of marketing, a consumer behavior and brand preference of SUV is carried out in
Bangalore. As a result, focusing on an industry where brands, marketing knowledge and
distribution networks have been important determinants in the growth and survival of firms. It
reaches distinct conclusions. The project illustrates the analysis and interpretation of data. Finally
it concludes with findings and recommendations of the study which may be useful for general
public as even the manufacturers and dealers can understand the dimensions reflecting brand
preference of passenger cars and impact of all these factors on customer satisfaction.

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 CHAPTER -1
INTRODUCTION

INTRODUCTION

The fast evolving Indian market is one of the most promising in the world and so is the Indian
consumer. Rising incomes, multiple income households, exposure to international life styles and
media, easier financial credit and an upbeat economy are the key drivers enhancing consumer
aspirations and consumption. India, with over one billion people comprising of different
segments of consumers, based on class, status, and income, is a huge and lucrative market. This
market is undergoing a sea change and the impetus to growth is fuelled by qualitative changes in
the consumers' preference. There has been a significant increase in awareness among the Indian
consumers. They are discerning and are beginning to demand. Their spending has increased and
the way they spend on various items too has changed in the recent years. Having become much
more open- minded and experimental in their perspective, a discernible shift in their preference
in favor of higher-end, technologically superior branded products can be noticed. The rising rate
of growth in disposable income with higher propensity to consume has changed the lifestyles and
7
the socio-economic environment of the market. An interesting fact is that the Indian market has a
substantial middle class, that is roughly estimated at 250 million people with a sizable disposable
income. The middle-income group ($1,162-$1,190) spends more on consumer expendables than
the rich do, thus contributing significantly to the changes in the market. Combined, the middle
and the lower income group provide 60% of the value of the Indian market (Consumer Outlook,
2011). This income-related population class has its own consumption pattern and behavior. Data
of these patterns serve as an important indicator for forecasting and understanding consumer
behavior. In fact, it becomes imperative for companies to understand the preferences of these
customers, which will enable them to embark on strategies of effectively reaching them . This
research attempts to study the p of the consumers buying and with specific reference to the
product category Mahindra Scorpio.

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 INDUSTRY OVERVIEW

INDUSTRY OVERVIEW

History and development of Automobiles also marks the dynamism in technological

growth men have achieved. From the days of horseless carriages to the modern-age self-guided
automobiles that are designed meticulously using cutting-edge technology, we have certainly-
traveled too far.
Automobile Industry in India is still in its infancy but growing rapidly. The opportunities
in the automobile industry in India are attracting big names with the big purse and they are
investing vigorously in infrastructure, design and development, and marketing. Automobile
industry in India is today poised for (he big leap and this segment helps you to be ready for that.

INDIAN AUTOMOBILE INDUSTRY

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 The automobile industry is one of the core industries in India economy, whose prospect is
reflective of the economic resilience of the economy. With the liberalization of the economy.
India has become the playground of major global automobile majors.

The automobile industry in India is gradually evolving to replicate those of developed

countries. The report focuses on the trends that are emerging in the industry across segments,
namely, passenger cars/multi-utility vehicles, commercial vehicles, two-wheelers and tractors.
The qualitative analysis of the various trends reveals that the industry offers immense scope even
for allied industries and those looking at investing in the auto industry’s a background, a brief
perspective of the global automobile industry across segments has been provided with
comparisons on Indian scenario wherever needed. It discusses the current scenario in the industry,
with detailed look on segmentation, structure, and supply and demand scenarios. A detailed
competitive analysis of the industry has been provided backed warn comprehensive details on
production, sales, exports and imports over the years, across segments.

Sales have increased with the entry of several foreign manufacturers and the introduction of
new vehicle models. The report also deals with aggressive marketing strategies undertaken by
different manufacturers in India. This highlights key issues influencing the automotive industry in
India such as import and excise duties, emission norms etc and it also deals with various
government regulations.

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The trend of automobile production and market share of various segment is shown in the next
page. The graph shows how the production of automobiles has increased since 1971.

Automobile production in India since 1971-2003 (source: SIAM and ACMA data)

Market Share of Various Segment of Automobiles ( Source: SIAM data)

Major Players in Indian Automotive Industry.

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Tata Motors

Market Share: Commercial Vehicles 63.94%, Passenger Vehicles 16.45%

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Tata Motors Limited is India's largest automobile company, with consolidated revenues of USD
14 billion in 2008-09. It is the leader in commercial vehicles and among the top three in
passenger vehicles. Tata Motors has winning products in the compact, midsize car and utility
vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's
second largest bus manufacturer with over 24,000 employees. Since first rolled out in 1954, Tata
Motors as has produced and sold over 4 million vehicles in India.

Maruti Suzuki India

Market Share: Passenger Vehicles 46.07%

Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, is India's
largest passenger car company, accounting for over 45% of the domestic car market. The
company offers a complete range of cars from entry level Maruti-800 and Alto, to stylish
hatchback Ritz, A star, Swift, Wagon-R, Estillo and sedans DZire, SX4 and Sports Utility vehicle
Grand Vitara.

Hyundai Motor India

Market Share: Passenger Vehicles 14.15%

Hyundai Motor India Limited is a wholly owned subsidiary of world's fifth largest automobile
company, Hyundai Motor Company, South Korea, and is the largest passenger car exporter.
Hyundai Motor presently markets 49 variants of passenger cars across segments. These includes
the Santro in the B segment, the i10, the premium hatchback i20 in the B+ segment, the Accent
and the Verna in the C segment, the Sonata Transform in the E segment.

Mahindra & Mahindra

Market Share: Commercial Vehicles 10.01%, Passenger Vehicles 6.50%, Three Wheelers 1.31%

Mahindra & Mahindra is mainly engaged in the Multi Utility Vehicle and Three Wheeler
segments directly. The company competes in the Light Commercial Vehicle segment through its
joint venture subsidiary Mahindra Navistar Automotives Limited and in the passenger car
segment through another joint venture subsidiary Mahindra Renault. In the year 2009, on the

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domestic sales front, the Company along with its subsidiaries sold a total of 220,213 vehicles
(including 44,533 three-wheelers, 8,603 Light Commercial Vehicles through Mahindra Navistar
Automotives and 13,423 cars through Mahindra Renault), recording a growth of 0.6% over the
previous year.

Mahindra & Mahindra is expanding its footprint in the overseas market. In 2009 the Xylo was
launched in South Africa. The company formed a new joint venture Mahindra Automotive
Australia Pty. Limited, to focus on the Australian Market.

FORD

Ford India Private Limited is a wholly owned subsidiary of the Ford Motor Company in India.
Ford India Private Limited's head quarters are located in Chengalpattu, Chennai, Tamil Nadu. It
currently is the 6th largest car makert in India after MarutiSuzuki, Hyundai, Tata, Mahindra and
Chevrolet.

TOYOTA

Toyota Kirloskar Motor Private Limited is joint venture between Toyota Motor
Corporation and the Kirloskar Group, for the manufacture and sales of Toyota cars in India.. It
currently is the 5th largest car maker in India after Maruti Suzuki, Hyundai, Tata, Mahindra.

The company Toyota Kirloskar Motor Private Limited (TKMPL) according to its mission
statement aims to play a major role in the development of the automotive industry and the
creation of employment opportunities, not only through its dealer network, but also through
ancillary industries with a business philosophy of "Putting Customer First".

SKODA

Škoda Auto India Private Limited, more commonly referred to as Škoda Auto India,
established November 2001, is a fully owned subsidiary of the Czech automotive
manufacturer Škoda Auto and a division of Volkswagen Group Sales India.

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15
 Company Overview

COMPANY PROFILE

Vision Statement: To create a fully collaborative environment in which suppliers can deliver
exactly what the company needs, when it needs it, and at a competitive cost

Mission: To create India's largest automobile and automobile-related products distribution

network by providing dealers and customers with the largest choice of unique world-class
products and services.

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 Mahindra & Mahindra Limited, Automotive Sector is a major player in the automotive
industry in India. It is a part of Rs. 8000 Crores Mahindra group which manufactures Multi
Utility Vehicles ( MUVs- further classified into soft tops, hard tops and pick-ups), Light
Commercial Vehicles (LCVs) ,three wheelers two wheelers.

M&M's association with the automobile business dates back to 1945. The Company was
incorporated in 1945 and was originally formed to manufacture utility vehicles for the Indian
market, initially by importing and assembling Willys Jeep kits. The manufacture of utility
vehicles commenced in 1954 in collaboration with Willys Overland Corporation and its
successors, Kaiser Jeep Corporation and American Motor Corporation (now part of the Daimler
Chrysler group). The Company commenced manufacturing Light Commercial Vehicles (LCV) in
1965. The Company has recently entered the three-wheeler market.

Over the years, the Mahindra brand of vehicles have come to represent high quality,
ruggedness, durability, reliability, easy maintenance and operational economy. These are the
qualities that have endeared the vehicle to individuals as well as institutions like the Indian
armed forces. M&M is the leader in the MUV business in the country since inception.

M&M has comprehensive manufacturing facilities with high level of vertical integration.
M&M's automotive division has four manufacturing plants, three in the state of Maharashtra and
one in Andhra Pradesh. In Maharashtra, its plants in Mumbai and Nasik manufacture multi-
utility vehicles, and engines are produced at the Igatpuri plant. Light commercial vehicles and
three-wheelers are manufactured at the Company's plant in Zaheerabad in Andhra Pradesh.

Our Mumbai and Nasik plants with the R&D facility at Nasik are ISO/TS 16949
certified. The Mumbai plant has also been recommended for the TPM excellence award. Our
engine plant at Igatpuri has QS 9000 certification. Our LCV & three-wheeler plant at Zaheerabad
have ISO 9001:1994 certification. Both of these plants are also working towards TS 16949
certification. Our plants in Mumbai and Igatpuri are also ISO 14001 certified.

M&M has a strong Research & Development set-up, with over 300 engineers in the
automotive division. The Company's technical prowess is proven by negligible import content in

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our vehicle and by the design and development of a totally, from ground upward, new
contemporary SUV - Scorpio.

The division's marketing efforts are supported by a network of more than 275 dealers
across the country, which are managed by 20 sales offices. Additionally, the division has a
national network of authorized service stations and stockiest to meet customer needs for
servicing and spare parts.

Having conquered a substantial portion of India's semi-urban and rural markets, the
division has in recent year’s secured significant success in urban regions following the
introduction of premium MUVs like Bolero, and Scorpio. Scorpio is M&M's first indigenously
developed Sports Utility Vehicle - an off road vehicle with car like comforts. The Scorpio was
launched in June 2002 and has been universally acclaimed. It was declared to be the "Car of the
Year" by CNBC AutoCAD, BBC Wheels and Business Standard Motoring.

SWOT ANALYSIS:

STRENGTHS

 Highly innovative.(eg: first Indian company to introduce hybrid engine)

 High production capacity of vehicles.
 Possess all categories of vehicles from two wheeler to sixteen wheeler.
 Well versed with the conditions of road in India.
 Possess high brand name and high brand attachments.

WEAKNESS
 Highly dependent on rural areas.

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  Possess less technological power in comparison to foreign players.

OPPURTUNITIES
 Stepping into new business due to possession of huge cash eg: communications, medical,
airlines etc.
 Launching vehicles in untapped markets of different countries.

THREATS
 Incoming of foreign players.
 Increasing cost of fuel.
 Increasing competition.

INTRODUCTION TO MAHINDRA SCORPIO

The Mahindra Scorpio is an SUV manufactured by Mahindra & Mahindra Limited, the flagship
company of the Indian Mahindra Group. It was the first SUV from the company built for the

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global market in 2002. The Scorpio has been successfully accepted in international markets
across the globe, and will shortly be launched in the United States.

The Scorpio was conceptualized and designed by the in-house integrated design and
manufacturing team of M&M. The car has been the recipient of three prestigious awards: the
"Car of the Year" award from Business Standard Motoring as well as the "Best SUV of the Year"
and the "Best Car of the Year" awards, both from BBC World Wheels.

DIFFERENT GENERATIONS
First Generation
 Soon after the success of the Scorpio, Mahindra launched an upgraded Scorpio with plush
seats and rear centre arm rest, dual tone exterior color and various minor changes.

Second Generation

 In April 2006, the company launched an upgraded Scorpio – dubbing it the 'All-New'
Scorpio.
 In June 2007, Mahindra launched a pick-up version in India known as the Scorpio
Getaway.

Third Generation

 In April 2008, Mahindra revealed a concept of a diesel-electric hybrid version of their

Scorpio SUV, with a 6 speed automatic transmission gears.
 In 2009, they came up with more safety measures such as ABS Brakes and Airbags.

Performance of the car

1. Scorpio to capture 22 per cent of the premium hard top market in F03 (9 months)
2. Sell of 12000 Scorpios in F03 (9 months)
3. Mahindra unaided brand recall score to increase by 22 pts (defined in terms of Brand
Track study scores)
4. Scorpio brand recall score to achieve 50 points (in W4)
Within three years of launch

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* Scorpio to capture 45 per cent of the premium hard top market
* Scorpio to sell 24,000 units in F04
* Mahindra to emerge as a true urban player
Market Positioning
 It was positioned as such that it should communicate that the vehicle is better than rest of
all the UV cars and is a better buy in terms of money.

Different Models of Mahindra Scorpio

 Mahindra Scorpio LX : This is the base model with many advanced features such as
mHawk engine, digital immobilizer, collapsible steering column, crash protection
crumple zone, illuminated spoiler, sporty bonnet scoop and tubeless tyres. In November
2011, a 4WD version was introduced in the LX trim.
 Mahindra Scorpio Getaway : This variant is powered by the 2.6L, 2609cc, diesel engine.
It satisfies only BS III emission norms, so it is not available in metro cities.

 Mahindra Scorpio SLE : This is an upgraded version with additional features like ABS,
air dams and mud flaps, front fog lamps, voice assist system, electrically operated
ORVMs and middle row sliding seats.

 Mahindra Scorpio VLX : This is an upgraded version with additional features like sporty
decals, alloy wheels, anti pinch smart windows, cruise control and audio controls on the
steering wheel, dual airbags, micro hybrid technology, 2 Din audio system, intellipark,
tyre tronics, and blue vision bulbs.

 Mahindra Scorpio VLX AT : This is the premium model with an additional feature of an
automatic transmission gearbox.

 Mahindra Scorpio VLX AT 4WD: this is the premium model with dual airbags, ABS and
4WD.

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PROJECT PROFILE

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 PROJECT PROFILE

There is only one valid definition of a business purpose: to create a customer. The project
deals with how Mahindra should focus on to create customers. This Process emphasizes the
importance of various steps in order to create and retain customers, because today there are
plenty of options available for the customers, so for any firm it’s crucial that they create value
customers and keep reminding them about the recent happening and other beneficial
associations. This research is addressed from the perspective that in order to determine the key
attributes which determine consumer’s perception and buying preference towards Mahindra
Scorpio, the correct meaning of the construct must be clearly defined from the start.
This paper describes the research problem, “the SUV product class of the Mahindra as
perceived by consumers via the Construct definition, Object classification, Attribute
classification, SUV consumers for rater-entity classification. The attributes are formulated using
content analysis by the rater entity based on consumer responses. An analysis and interpretation
of the respondants statements are presented. This is followed by a discussion of the advantages
and disadvantages of the methodology and recommendations for further research.

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 CHAPTER-2

METHODOLOGY

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 METHODOLOGY

NEED OF THE STUDY

This study focuses on the decision-making process and resulting consumer buying preferences
towards Mahindra Scorpio . It provides information that may help the organization to identify
opportunities and to help them to decide if the market is a potentially profitable segment, after
the evaluation of the size, growth, accessibility and responsiveness of the consumers. It provides
answers to questions about the buying preference of SUV and provide organization with the
necessary information to develop effective marketing strategies.

STATEMENT OF THE PROBLEM

People who were not ready to spend their money on luxuries have now changed their attitude
that yesterday’s luxuries are today’s necessities.To be a successful marketer it is absolutely
essential to read the minds and perceptions of the prospective buyers of cars. In the globally
prevailing competitive environment corporate are very keen in knowing consumer behavior and
their buying preference in order to promote sales of their product. This particular feature made
me to take up the research topic on consumer buying preference towards SUV. To study the
problem effectively, Mahindra Scorpio is chosen taking into the account the emergence of many
new brands of the SUV product in the recent past.

OBJECTIVES OF THE STUDY

The specific objectives of the study are:
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 a) To identify factors influencing consumers perception towards Mahindra Scorpio.
b) To find a few important factors which contribute to consumer preference towards
Mahindra Scorpio .

RESEARCH DESIGN
DATA SOURCE
The study is an empirical research based upon Primary data. A detailed survey has to be
conducted from among car owners with the help of structured interview schedule so as to elicit
first-hand information about brand equity. This particular study has used in depth interview as a
means for obtaining primary data. Survey method has been adopted to elicit the views of local
and global brand car owners.
SAMPLE SIZE
The customer’s preference towards SUV is studied by administering structured interview
schedule with 50 customers in Bangalore city. I have adopted cluster-sampling techniques for
choosing sample respondents. The dealers of selected car brands are identified as clusters.
Consumer buying is related with several dimension like age, gender, perception etc.

SELECTION OF THE CORPORATE BRAND

This study aims to focus on the SUV, specifically the three segments of SUV viz. Mahindra
Scorpio . As on date, there are twenty car manufacturers in Indian Car Industry. The major
players of SUV in Indian car Industry are Mahindra Scorpio , Tata Safari , Toyota Innova .
According to a survey by the Automotive Component Manufacturers Association of India
(ACMA), the market share of SUV in India in the year 2008-09 states that Scorpio have 45%
market share, Innova have 26% market share and Tata Safari have 12.7% market share. In total,
84% market shares are occupied by these three major brands.

TOOLS USED FOR ANALYSIS

Spss and excel tool is used for analysis.
Test used for Analysis is Chi square test.

LIMITATIONS OF THE STUDY

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Every research is limited by its imagination is true, but we definitely have some limitations on
this research. The limitations are as follows:
1. Considering the huge population that we have the sample data that will be collected is very
small. The primary data collected is only from 50 respondents of Bangalore so this findings may
not represent all customers owning SUV. The time constraint is also one of the factor as it was
not possible to meet each and every customers owning suv.
2. Also to the fact that many respondents will not reply correctly to the questions that have been
asked to them.
3 . Errors can be considered while understanding or interpreting the questions in the survey
4. Errors can be also considered during data entry.
5. This study does not include any other types of vehicle.

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 CHAPTER-3

ANALYSIS AND FINDINGS

OBSERVATIONS AND FINDINGS

TABLE NO 3. 1: ANALYSIS ON THE BASIS OF AGE

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Age Groups No. of Percentages
Respondents

Less than 25 5 10

25-35 8 16

35-45 18 36

45-55 14 28

55-65 5 10

TOTAL 50 100

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Table No. 3.1 shows the Analysis on the basis of age, 36 per cent of the total respondents are in
the age group of 35-45 years, followed by 28 percent in the age group of 4 5-55 years of age. Ten
cent of the total are below 25 years. This reveals that maximum respondents are in the age group
of 25-45 years.

TABLE 3. 2 : GENDER OF THE RESPONDENTS

GENDER NO OF THE PERCENTAGE

RESPONDENTS

MALE 40 80

FEMALE 10 20

TOTAL 50 100

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Table No.3.2 shows the gender of the respondent’s majority of the respondents do male with a
sample size of 50 constitute 80% and remaining are female respondents

TABLE NO. 3.3: ANALYSIS ON THE BASIS OF EDUCATION QUALIFICATION

QUALIFICATION NO OF THE PERCENTAGE

RESPONDENTS

METRIC 4 8

HSC 12 24

GRADUATE 16 32

POST GRADUATE 5 10

PROFESSIONAL DEGREE 13 26

T0TAL 50 100
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Table no.3.3 shows the analysis of respondents on the basis of education qualification. 32 percent
are graduate while 26 percent have professional degree.

TABLE NO.3. 4 : OCCUPATION OF RESPONDANTS

OCCUPATION NO OF RESPONDANTS PERCENTAGES

Professional 12 24

Govt. employee 6 12

Pvt. employee 10 20

Own Business 22 44

TOTAL 50 100

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Table No.3.4 shows the analysis of occupation of respondents. A maximum forty four per cent
of the total respondents have their own business, 12 percent are Government employee, and 20
percent of the respondents are private employees while 24 per cent of the respondents are
professionals.

TABLE NO. 3.5 : CAR MODEL

Source of awareness No. of respondents Percentage

Mahindra Scorpio 30 60

Tata Safari 8 16

Toyota Innova 12 16

Total 50 100

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Table No. 3.5 shows the car models used by the car owners. Sixty per cent of the total
respondents are using scorpio, sixteen per cent have safari and rests of the twenty four percent of
the respondents have Innova It clearly shows that 76% of the respondents have local brands.

TABLE NO.3. 6: FACTORS INFLUENCING BRAND PREFERENCE

Factors No. Of respondent Percentage

Price 12 24

Brand status 17 34

Mileage 9 18

Low maintaining cost 7 14

After sale service 5 10

Total 50 100

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Table No 3.6 shows the Factors incfluencing brand preferance According to the response of
customers 34% of the respondents preferred brand status as important factor influencing brand
preference, 24% of the respondents preferred price as an important factor, 18% of the
respondents preferred Mileage as an important factor, 14% of the respondents preferred for
low maintaining cost and rest 10 per cent preferred after sales service as an important factor in
brand preference.

TABLE NO. 3.7 : LEVEL OF SATIAFACTION

No. of respondent Percentage

Level of satisfaction

Very high 20 40

High 15 30

Medium 10 20

Low 5 10

Total 50 100

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Table No. 3.7. shows the level of satisfaction, forty per cent of the respondents are highly
satisfied with the car which they are using, thirty per cent of the car user are also satisfied with
the car and ten per cent of the car users are not satisfied with the performance of their car. This
reveals that a maximum of seventy per cent of the respondents are satisfied with the car which
they are using

TABLE 3.8 : LEVEL OF BRAND LOYALTY

Change in Brands No. of Respondents Percentage

Yes 20 40

No 30 60

Total 50 100

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 Table No. 3.8 shows the status of the respondents towards the brand loyalty. The response
shows that 60 per cent of the respondents do not want to change their brands often, while 40
per cent of the respondents said they may change their car brands.

ANALYSIS OF CHI-SQUARE TEST RESULTS

gender * preferred SUV

H0: There is no impact of gender on factors of brand preference of SUV.

H1: There is significant impact of gender on factors of brand preference of SUV.
Crosstab

preferred SUV
Safari Scorpio Innova Total
gender Male Count 8 23 9 40
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 % within gender 20.0% 57.5% 22.5% 100.0%
female Count 0 7 3 10
% within gender .0% 70.0% 30.0% 100.0%
Total Count 8 30 12 50
% within gender 16.0% 60.0% 24.0% 100.0%

Chi-Square Tests

Asymp. Sig. (2-

Value Df sided)
Pearson Chi-Square 2.396(a) 2 .302
Likelihood Ratio 3.948 2 .139
Linear-by-Linear Association 1.506 1 .220
N of Valid Cases
50

a 2 cells (33.3%) have expected count less than 5. The minimum expected count is 1.60.
Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of age on preference of SUV.

gender * factors of brand preference

H0: There is no impact of gender on factors of brand preference of SUV.

H1: There is significant impact of gender on factors of brand preference of SUV.

Crosstab

factors of brand preference Total

after low
brand sales maintenanc
price Mileage status service e costs price
gender Male Count 9 8 15 2 6 40
% within
22.5% 20.0% 37.5% 5.0% 15.0% 100.0%
gender
Femal Count
3 1 2 3 1 10
e
% within 30.0% 10.0% 20.0% 30.0% 10.0% 100.0%

38
 gender
Total Count 12 9 17 5 7 50
% within
24.0% 18.0% 34.0% 10.0% 14.0% 100.0%
gender

Chi-Square Tests

Asymp. Sig.
Value Df (2-sided)
Pearson Chi-
6.495(a) 4 .165
Square
Likelihood Ratio 5.478 4 .242
Linear-by-Linear
.046 1 .831
Association
N of Valid Cases 50

a 6 cells (60.0%) have expected count less than 5. The minimum expected count is 1.00.
Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of genders on factors of brand preference of SUV.

gender * satisfaction level

H0: There is no impact of gender on factors of satisfaction level of SUV.

H1: There is significant impact of gender on satisfaction level of SUV.
Crosstab

satisfaction level
low Medium High very high Total
Gender Male Count 4 6 13 17 40
% within
10.0% 15.0% 32.5% 42.5% 100.0%
gender
female Count 1 4 2 3 10
% within
10.0% 40.0% 20.0% 30.0% 100.0%
gender
Total Count 5 10 15 20 50
% within
10.0% 20.0% 30.0% 40.0% 100.0%
gender

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 Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
Pearson Chi-
3.229(a) 3 .358
Square
Likelihood Ratio 2.887 3 .409
Linear-by-Linear
1.103 1 .294
Association
N of Valid Cases 50

a 5 cells (62.5%) have expected count less than 5. The minimum expected count is 1.00.
Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of gender on satisfaction level of SUV.

gender * brand loyalty

H0: There is no impact of gender on brand loyalty of SUV.

H1: There is significant impact of gender on brand loyalty of SUV.

Crosstab

brand loyalty
No yes Total
Gender Male Count 24 16 40
% within gender 60.0% 40.0% 100.0%
female Count 6 4 10
% within gender 60.0% 40.0% 100.0%
Total Count 30 20 50
% within gender 60.0% 40.0% 100.0%

Chi-Square Tests

Asymp. Sig. (2- Exact Sig. Exact Sig.

Value df sided) (2-sided) (1-sided)
Pearson Chi-Square .000(b) 1 1.000
Continuity Correction(a) .000 1 1.000
Likelihood Ratio .000 1 1.000
Fisher's Exact Test 1.000 .645

40
Linear-by-Linear
.000 1 1.000
Association
N of Valid Cases 50

a Computed only for a 2x2 table

b 1 cells (25.0%) have expected count less than 5. The minimum expected count is 4.00.
Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of gender on brand loyalty of SUV.

age * preferred SUV

H0: There is no impact of age on preference of SUV.

H1: There is significant impact of age on preference of SUV.
Crosstab
preferred SUV
Safari Scorpio Innova Total
age 20 - 30 yrs. Count 0 6 5 11
% within age .0% 54.5% 45.5% 100.0%
30 - 40 yrs. Count 5 5 0 10
% within age 50.0% 50.0% .0% 100.0%
40 - 50 yrs. Count 3 14 0 17
% within age 17.6% 82.4% .0% 100.0%
50 - 60 yrs. Count 0 5 7 12
% within age .0% 41.7% 58.3% 100.0%
Total Count 8 30 12 50
% within age 16.0% 60.0% 24.0% 100.0%

Chi-Square Tests
Asymp. Sig. (2-
Value Df sided)
Pearson Chi-Square 27.727(a) 6 .000
Likelihood Ratio 33.056 6 .000
Linear-by-Linear Association .556 1 .456
N of Valid Cases 50
a 8 cells (66.7%) have expected count less than 5. The minimum expected count is 1.60.
Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of age on preference of SUV.

41
age * factors of brand preference
H0: There is no impact of age on factors of brand preference of SUV.
H1: There is significant impact of age on factors of brand preference of SUV.

Crosstab

factors of brand preference

after low
brand sales maintenanc
Price Mileage status service e costs Total
Age 20 - 30 Count 2 1 2 3 3 11
yrs. % within
18.2% 9.1% 18.2% 27.3% 27.3% 100.0%
age
30 - 40 Count 4 1 4 1 0 10
yrs. % within
40.0% 10.0% 40.0% 10.0% .0% 100.0%
age
40 - 50 Count 6 4 4 0 3 17
yrs. % within
35.3% 23.5% 23.5% .0% 17.6% 100.0%
age
50 - 60 Count 0 3 7 1 1 12
yrs. % within
.0% 25.0% 58.3% 8.3% 8.3% 100.0%
age
Total Count 12 9 17 5 7 50
% within
24.0% 18.0% 34.0% 10.0% 14.0% 100.0%
age

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
Pearson Chi-Square 18.251(a) 12 .108
Likelihood Ratio 22.593 12 .031
Linear-by-Linear Association .308 1 .579
N of Valid Cases 50

a 19 cells (95.0%) have expected count less than 5. The minimum expected count is 1.00.

42
Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of age on factors of brand preference of SUV.
age * satisfaction level
H0: There is no impact of age on satisfaction level of SUV.
H1: There is significant impact of age on satisfaction level of SUV.

Crosstab

satisfaction level
Low medium High very high Total
Age 20 - 30 yrs. Count 1 3 4 3 11
% within age 9.1% 27.3% 36.4% 27.3% 100.0%
30 - 40 yrs. Count 0 0 3 7 10
% within age .0% .0% 30.0% 70.0% 100.0%
40 - 50 yrs. Count 3 4 6 4 17
% within age 17.6% 23.5% 35.3% 23.5% 100.0%
50 - 60 yrs. Count 1 3 2 6 12
% within age 8.3% 25.0% 16.7% 50.0% 100.0%
Total Count 5 10 15 20 50
% within age 10.0% 20.0% 30.0% 40.0% 100.0%

Chi-Square Tests

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 9.750(a) 9 .371
Likelihood Ratio 12.460 9 .189
Linear-by-Linear Association .068 1 .795
N of Valid Cases 50
a 14 cells (87.5%) have expected count less than 5. The minimum expected count is 1.00.
Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of age on satisfaction level of SUV.

43
age * brand loyalty

H0: There is no impact of age on brand loyalty of SUV.

H1: There is significant impact of age on brand loyalty of SUV.

Crosstab

brand loyalty
no yes Total
age 20 - 30 yrs. Count 8 3 11
% within age 72.7% 27.3% 100.0%
30 - 40 yrs. Count 7 3 10
% within age 70.0% 30.0% 100.0%
40 - 50 yrs. Count 9 8 17
% within age 52.9% 47.1% 100.0%
50 - 60 yrs. Count 6 6 12
% within age 50.0% 50.0% 100.0%
Total Count 30 20 50
% within age 60.0% 40.0% 100.0%

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
Pearson Chi-Square 2.012(a) 3 .570
Likelihood Ratio 2.049 3 .562
Linear-by-Linear Association 1.760 1 .185
N of Valid Cases 50

a 3 cells (37.5%) have expected count less than 5. The minimum expected count is 4.00.

Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of age on brand loyalty of SUV.

occupation * preferred SUV

44
H0: There is no impact of occupation on preference of SUV.
H1: There is significant impact of occupation on preference of SUV.

Crosstab

preferred SUV
Safari Scorpio Innova Total
occupation public sector Count 1 5 0 6
% within
16.7% 83.3% .0% 100.0%
occupation
private sector Count 5 11 6 22
% within
22.7% 50.0% 27.3% 100.0%
occupation
Entrepreneur Count 2 14 6 22
% within
9.1% 63.6% 27.3% 100.0%
occupation
Total Count 8 30 12 50
% within
16.0% 60.0% 24.0% 100.0%
occupation

Chi-Square Tests

Asymp. Sig. (2-

Value Df sided)
Pearson Chi-Square 3.876(a) 4 .423
Likelihood Ratio 5.320 4 .256
Linear-by-Linear Association 1.506 1 .220
N of Valid Cases 50

a 5 cells (55.6%) have expected count less than 5. The minimum expected count is .96.

Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of occupation on preference of SUV.

occupation * factors of brand preference

H0: There is no impact of occupation on factors of brand preference of SUV.

H1: There is significant impact of occupation on factors of brand preference of SUV.
45
 Crosstab

factors of brand preference

after low
mileag brand sales maintenan
Price e status service ce costs Total
occupati public Count 3 2 0 0 1 6
on sector % within
50.0% 33.3% .0% .0% 16.7% 100.0%
occupation
private Count 5 5 5 3 4 22
sector % within
22.7% 22.7% 22.7% 13.6% 18.2% 100.0%
occupation
entrepren Count 4 2 12 2 2 22
eur % within
18.2% 9.1% 54.5% 9.1% 9.1% 100.0%
occupation
Total Count 12 9 17 5 7 50
% within
24.0% 18.0% 34.0% 10.0% 14.0% 100.0%
occupation

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 11.229(a) 8 .189
Likelihood Ratio 13.211 8 .105
Linear-by-Linear Association 1.045 1 .307
N of Valid Cases 50

a 11 cells (73.3%) have expected count less than 5. The minimum expected count is .60.

Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of occupation on factors of brand preference of SUV.

occupation * satisfaction level

H0: There is no impact of occupation on satisfaction level of SUV.

H1: There is significant impact of occupation on satisfaction level of SUV.

46
 Crosstab

satisfaction level
low medium high very high Total
occupatio public Count 0 2 1 3 6
n sector % within
.0% 33.3% 16.7% 50.0% 100.0%
occupation
private Count 4 2 6 10 22
sector % within
18.2% 9.1% 27.3% 45.5% 100.0%
occupation
Entrepreneu Count 1 6 8 7 22
r % within
4.5% 27.3% 36.4% 31.8% 100.0%
occupation
Total Count 5 10 15 20 50
% within
10.0% 20.0% 30.0% 40.0% 100.0%
occupation

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 6.540(a) 6 .365
Likelihood Ratio 7.268 6 .297
Linear-by-Linear Association .171 1 .679
N of Valid Cases 50

a 8 cells (66.7%) have expected count less than 5. The minimum expected count is .60.

Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of occupation on satisfaction level of SUV.

occupation * brand loyalty

H0: There is no impact of occupation on brand loyalty of SUV.

H1: There is significant impact of occupation on brand loyalty of SUV.

47
 Crosstab

brand loyalty
no yes Total
occupation public sector Count 4 2 6
% within occupation 66.7% 33.3% 100.0%
private sector Count 14 8 22
% within occupation 63.6% 36.4% 100.0%
entrepreneur Count 12 10 22
% within occupation 54.5% 45.5% 100.0%
Total Count 30 20 50
% within occupation 60.0% 40.0% 100.0%

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square .505(a) 2 .777
Likelihood Ratio .505 2 .777
Linear-by-Linear Association .457 1 .499
N of Valid Cases 50

a 2 cells (33.3%) have expected count less than 5. The minimum expected count is 2.40.

Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of occupation on brand loyalty of SUV.

preferred SUV * factors of brand preference

H0: There is no impact of preferred SUV on factors of brand preference .

H1: There is significant impact of preferred SUV on factors of brand preference .

Crosstab

48
 factors of brand preference
low
brand after sales maintenance
price mileage status service costs Total
preferred Safari Count 5 0 3 0 0 8
SUV % within preferred
62.5% .0% 37.5% .0% .0% 100.0%
SUV
Scorpio Count 7 6 9 3 5 30
% within preferred
23.3% 20.0% 30.0% 10.0% 16.7% 100.0%
SUV
Innova Count 0 3 5 2 2 12
% within preferred
.0% 25.0% 41.7% 16.7% 16.7% 100.0%
SUV
Total Count 12 9 17 5 7 50
% within preferred
24.0% 18.0% 34.0% 10.0% 14.0% 100.0%
SUV

Chi-Square Tests

Asymp. Sig. (2-

Value Df sided)
Pearson Chi-Square 12.704(a) 8 .122
Likelihood Ratio 17.265 8 .027
Linear-by-Linear
5.767 1 .016
Association
N of Valid Cases 50

a 12 cells (80.0%) have expected count less than 5. The minimum expected count is .80.

Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of preferred SUV on factors of brand preference.

preferred SUV * brand loyalty

H0: There is no impact of preferred SUV on brand loyalty of SUV.

H1: There is significant impact of preferred SUV on brand loyalty of SUV.

Crosstab

brand loyalty
No Yes Total
49
preferred Safari Count 5 3 8
SUV % within preferred
62.5% 37.5% 100.0%
SUV
Scorpio Count 20 10 30
% within preferred
66.7% 33.3% 100.0%
SUV
Innova Count 5 7 12
% within preferred
41.7% 58.3% 100.0%
SUV
Total Count 30 20 50
% within preferred
60.0% 40.0% 100.0%
SUV

Chi-Square Tests

Asymp. Sig. (2-

Value Df sided)
Pearson Chi-Square 2.257(a) 2 .324
Likelihood Ratio 2.225 2 .329
Linear-by-Linear Association 1.195 1 .274
N of Valid Cases 50

a 3 cells (50.0%) have expected count less than 5. The minimum expected count is 3.20.

Here the significance level is greater than .05. Hence H0 is rejected and H1 is accepted. Thus
there is significant impact of preferred SUV on brand loyalty of SUV.

Oneway
50
 ANOVA

satisfaction level
Sum of
Squares Df Mean Square F Sig.
Between Groups 1.342 2 .671 .648 .528
Within Groups 48.658 47 1.035
Total 50.000 49

Post Hoc Tests

Homogeneous Subsets

satisfaction level

Duncan

preferred SUV N Subset for alpha = .05

1 1
Innova 12 2.92
Scorpio 30 2.93
Safari 8 3.38
Sig. .297

Means for groups in homogeneous subsets are displayed.

a Uses Harmonic Mean Sample Size = 12.414.
b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels
are not guaranteed.

Personal Cal. Table DOF Ho/

51
Profile Value Value Accepted/

Rejected

Age 46.5 18.3 10 Rejected

gender 56.9 11.07 5 Rejected

Education 51.86 18.3 10 Rejected

Occupation 66.15 24.9 15 Rejected

This clearly depicts that Ho is rejected and concluded that Personal factors like age,
education qualification, gender, occupation and income status have significant
influence over the factors influencing brand preference.

FINDINGS

 It is found that sixty percent people uses Mahindra Scorpio in SUV segment. Among all
respondents only forty percent people are willing to change the brand. People wants the
interiors of Scorpio to be improved.

 It is found that brand is the most important factor while price is the second most
important factor while deciding in buying an SUV.
52
 It is found that seventy percent of the respondents are satisfied with the car which they
are using.
 Respondents between the age group 25-45 are the most consumers of SUV and there is a
significant association between age and brand preference.
 It is found that personal factors like age , gender, educational qualification, occupation have
significant impact on consumer buying behavior towards Scorpio .
 It is found that people are factors of brand preference like price ,mileage ,brand status ,
mantainence cost , after sales service plays an important role in selecting the brand.

CHAPTER -4
53
 RECOMMENDATIONS

RECOMMENDATIONS

1. Indians are conscious about the price, fuel efficiency and mantainence cost . Whoever is
selling low-priced, fuel-efficient SUV with latest technology will succeed and they are
likely to see large volumes of sales. So Mahindra should try to improve Scorpio with
advanced technology so that its mantainence cost is low and fuel efficiency is high.

2. Relationship marketing strategy must be adopted to the customers owing Scorpio. The
marketers must try to build a relationship with the customer so that they feel special and
in turn becomes loyal to the brand. Brand loyalty programmes like owners group
magazine should be published containing the names of the new owners by welcoming
them to join the group. In this way they can create a strong relationship with the
54
 customers.

3. Customers wants comforts and luxury hence Scorpio must improve its interiors with rear
end cameras, GPS navigation etc.

CHAPTER-5
55
 CONCLUSION

CONCLUSION

This report tries to present an idea about consumer buying preference of Mahindra Scorpio by
examining age, qualification, gender, profession. In trying to create strong brand loyalty,
company should be interested in assessing the degree of customer brand preference. The brand
strength depends on the perception of customers. Satisfied and loyal customers indicate positive
perceptions of brand. In time when competition is getting powerful, it is imperative for the firm
to seriously evaluate factors that are not only important in creating strong brand equity but also
assist them in achieving customer satisfaction and loyalty. The results of the study shows that
brand preference and brand loyalty play an important role in creating consumer buying behavior.

The Automobile industry has strongly striven towards globalization, which increasingly affects

56
the policy at local, regional and global levels. The present study made a systematic effort on
studying consumer brand preference towards Scorpio by analyzing the factors that influence
brand choice of the customers and revealed the impact of brand preference dimensions on
customer satisfaction. There is cut throat competitions in the market on price front and so they
have to find out better quality and low cost product.

The characteristic of this specific industry is that the marketing defines, creates and forms the
goods and their target groups, possibly more than any other industry in the world. Ability to meet
changing technology, customer’s needs and styling and shortening product life cycle are the
challenges that passenger car companies will have to face.

All said and done, this industry will continue to grow with time.

57
 CHAPTER-6

LEARNING OUTCOMES

LEARNING OUTCOMES

My 12 weeks in Mahindra & Mahindra Ltd. was a great Learning Experience for me, it gave
me first time Experience to Work in a MNC. The Project allocated to me was best thing that can
happen to any trainee because it covered almost every aspect of learning which I have acquired
in this last one year. It included Business Communication, Marketing Skills, Presentation Skills,
Understanding of importance of brand equity. I learned a lot about the Organization Structure
58
and the way Mahindra & Mahindra functions, how they analyze the market and set targets
depending on the sales data, how the Organization communicates with its clients and the
Customers, how different marketing functions are Organized and finally carried out.

It was really wonderful to learn all those things, my sincere thanks to my entire senior’s and
colleagues without their help it wouldn’t have been possible. Now, I am much more prepared to
jump in the corporate world, with a better understanding of it. Here everything has far more
reaching consequences and we worked under tight deadlines. Every job I did was given to me
with a time line attached to it, which pointed out still I have to learn when it comes to time
management. But I am satisfied with all my work given to me, since after 12 weeks I know I
have added some value to the company.

ANNEXURE
59
 ANNEXURE

QUESTIONNAIRE

NAME : PROFESSION:

AGE : CONTACT NO:

QUALIFICATION: GENDER:
1. Among the following, which SUV you own?
a) Mahindra Scorpio
b) Innova
c) Tata Safari

2. Are you aware of Mahindra & Mahindra .

Yes No

60
3. What comes to your mind when you see the following symbols?

4. What makes Scorpio important ?

.
Please comment:

1 2 3 4 5
(strongly
(disagree (Neither (Agree (Strongly
disagree agree
) ) agree)
) nor
disagree
)

Mantainence cost of Scorpio

is very less

The looks and interior of

scorpio is good

61
Scorpio is very comfortable
and luxurious

Customer satisfaction of
Scorpio is very high

I will purchase Scorpio

Scorpio possess advanced

technology.

I am highly satisfied with

Scorpio.

Accessorries of Scorpio are

easily available

Company should continue

producing Scorpio

5. Please select your choice

6. I will buy Mahindra Scorpio because of its

i. Price
ii. Mileage
iii. Brand status
iv. Low mantainence cost
v. After sales service
7 .What do you think of Mahindra Scorpio against its competitors Tata safari and Innova?
please comment:

8 .Is there any aspects on which you believe Scorpio could improve?

62
Please comment:

9 .How do you compare Mahindra with other companies?

Please comment:

1. .Would you purchase Scorpio?

Please comment:
Why or why not?

63
BIBLIOGRAPHY

64
 BIBLIOGRAPHY

Internet links

www.mahindra.com

http://www.siamindia.com/scripts/industrystatistics.aspx

http://en.wikipedia.org/wiki/Mahindra_%26_Mahindra

http://www.gaadi.com/Mahindra-cars

Reference Books

Kotler, P., K, K., K, A., & J, M. (1972). Marketing management. (13 ed.). Pearson Education
India., Pg.115-137

Keller, K.(2008) Strategic brand management. (3 ed.). Prentice-Hall Education India. Pg.345-
368

G, S. L. (2010). Consumer behavior. Pearson Education India.Pg-394

65
Abdul. M, Abdul.B. A and Edwin G. M (2006),consumer buying behavior of two wheelers in
tirunelveli city, Tamil Nadu .Indian journal of marketing,volume No. 04

Ambler T and Styles (1996), Brand development versus product development, Journal of
product and brand management, 6(4):223-234.

66