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1 INTRODUCTION:-

‘’A study on a consumer behaviour and satisfaction Mahindra tractor.’’ is the project conducted for
vitthal automotive in Pandharpur . today companies need to take the necessary steps to retain their
existing customers as well as attract new ones.

today it is highly imperative that marketers make product to suit the uniqueness and diversity of
consumer’s taste’s and preferences. consumer behaviour can be said to be study of how individual make
decisions on how to spend their available resources (time, money, effort) on various consumers during
searching, purchasing and post consumption of products or services. they study of consumer behaviour
involves what they buy, why they buy how they buy it, when they buy it, where the buy it, how
frequently they buy it and what are the post purchase activities.

as per the objective of the project, the research has conducted the survey in rural areas. the primary and
secondary method was used for the collecting data to find consumers buying behaviour collected from
consumer of vitthal automotive showrooms.

Mahindra Tractor is a worldwide agriculture equipment producer of Mahindra & Mahindra. This
Mahindra Tractor Company was established in 1947. Mahindra B-275 was Mahindra’s first tractor which
was manufactured in 1963 by Mahindra & Mahindra. They never turned back and they became the
highest-selling brand by volume in the world in 2010.

Mahindra & Mahindra History has a vast and learning history. By supplying quality and advanced
products, they slightly gain the trust of their customers. If you go deep down in M M Company History,
you should get all the M M Company Information.

Mahindra Businesses

Mahindra has 11 Sectors, 22 Industries and 150 plus Companies. Below are some Mahindra businesses
in which Mahindra tractors are working on.

THE HISTORY OF MAHINDRA TRACTORS

With the largest consumer base in India, North America, South Asia, and to an extent in Australia,
Mahindra Tractors is the flagship division of the Mahindra Farm Equipment Sector of Indian
conglomerate Mahindra & Mahindra. Mahindra Tractors is the largest manufacturer of tractors in India
and manufactures more than 300,000 tractors annually.
Mahindra created a joint venture with the International Harvester and began manufacturing Mahindra
Tractors for the Indian market first in 1962. The result was Mahindra’s first tractor, the B-275. The idea
behind creating this tractor was to create a tractor that could do well on the rugged Indian terrain. It
then went ahead and sold 85,000 units of this tractor and since then, there was no looking back for
Mahindra Tractors.

The idea behind creating tractors by Mahindra was to support the evolution of the Indian agricultural
scenario with modern innovations and technological advancements. Mahindra tried to understand the
needs of the farmers and tried to accordingly create products that could accelerate farming. Today,
Mahindra has solutions that can help farmers across all stages of farming, i.e., from the preparation of
the land to harvesting of crops. The central idea behind Mahindra tractors was not only to make farming
easy but to also improve the productivity of the farmers, enable them to prosper, and to secure their
future.

Mahindra Tractors have been the leader in the market since 1983. It is the market leader in most states
in India except Rajasthan which is led by Massey Ferguson. Mahindra purchased 60% of Gujarat Tractors
from the Government of Gujarat in 1999. These tractors are now rebranded as Trakstar and MGTL has
been renamed as Gromax Agri Equipment Ltd. Mahindra acquired a majority stake in Punjab Tractors
Ltd in 2007 and it was merged with Mahindra Tractors in 2009. Mahindra retained the Swaraj brand
name which is now the 2nd largest tractor brand in India.

In 2011, Mahindra Tractors pioneered the 15HP Yuvraj tractor to replace the animal power on farms.

Mahindra Yuvraj 215 NXT Tractor is in the 20 HP range, compact design and hence ideal for small lands,
orchards, etc. Mahindra JIVO 245 DI Tractor is in the range of 30 HP range are best suited for medium-
sized land and orchards. Mahindra 275 DI TU tractor is in the range of 40 HP range have a fuel-efficient
technology and are loaded with advanced features that help a farmer do more work in less time and
reap great results. Mahindra 575 DI, Mahindra 475 DI, Mahindra Yuvo 575 DI and Mahindra Arjun 555 DI
tractors are in the range of 50 HP category, are best suited for large lands and farms that need high
powered tractors. Mahindra Arjun NOVO 605 DI-I Tractor is the in the category of above 50HP, designed
with an advanced farm technology that works best on several complex farms and non-farm applications
too. And the new 60 HP range and above Mahindra Novo 655 DI tractor do a great job on both farm and
non-farm applications and have many modern features.

Mahindra Tractors since its inception has been growing steadily and spreading its wings all over the
world. It is now expanding in the Farm Machinery space and has bought many niche players such as
SAMPO in Finland, Mitsubishi Agri Machinery in Japan, Hisarlar and Erkunt in Turkey. However, all these
acquisitions have a limited product range and lack a natural market for Mahindra as a whole.

OBJECTIVES OF THE STUDY :-

1) To know the Perception of Consumer regarding Mahindra Tractor.

2) To identify the series of Mahindra tractor Which attracts Customer the most.

3) To identify the desired attributes and Problems with Mahindra Tractor.

SCOPE AND LIMITATION OF THE STUDY :-

The survey will help the company to know the buying behaviour of consumers and also this will help the
company to know wants the needs of Respondent. The company can find problem faced by Respondent.

1) The analysis of consumer buying process when purchasing the tractor.

2) This study has been made to find the level of satisfaction the customer has regarding the service
provider by company & showroom.

3) To understand how the consumer take decision.

4) The study will be helpful for the dealer to find the drawbacks of after sales service.

Research design:-

Research design is the plan, Structure and strategy of investigation conceived so as to obtain answer to
research question and to control variance.

From definition it is evident that research design is more or less a blueprint of research. At the outset
may be noted that there are several ways of studying and tackling a problem. There is no signal perfect
design. The research design can be classified in to true broad categories.

A) Exploratory
B) Descriptive

TYPES OF DATA:-

A) Primary Data:-

Primary data is the kind of data that is collected directly from the data source without going through any
existing sources. It is mostly collected specially for a research project and may be shared publicly to be
used for other research

Primary data is often reliable, authentic, and objective in as much as it was collected with the purpose of
addressing a particular research problem. It is noteworthy that primary data is not commonly collected
because of the high cost of implementation.

B) Secondary Data:-

Secondary data is the data that has been collected in the past by someone else but made available for
others to use. They are usually once primary data but become secondary when used by a third party.