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
Analysis of Consumer Behavior, satisfaction & competitive Strategy

UMESH GHONGATE
[email protected]
Mob; 9890708553
Indira School of Business Studies
7/14/2014
 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%

G1

35%
30%
25%
20%
15%
10%
5%
0%
Mahindra Swaraj John Deere Eicher Sonalika

How many consumers used before Mahindra Tractors?

No of Person Percentage
Yes 72 65%
No 18 16%

G2

80%

60%

40%

20%

0%
yes no

7
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

45%
40%
35%
30%
25%
20% G3
15%
10%
5%
0%
Brand after sale Services Spares parts All above
availability

Consumer Perception about fuel efficiency

Excellent 24 21.6%
Good 23 20.7%
Satisfied 36 32.4%
Not satisfied 07 6,3%

G4

35%
30%
25%
20%
15%
10%
5%
0%
Excellent Good satisfied Not Satisfied

8
How much consumer aware of Mahindra schemes offered for customer?

No of Person Percentage
Yes 53 47.7
No 47 42.3

48%

46%

G5
44%

42%

40%

38%
Yes N0

Which Tractor used by the customer

Sarpanch 32 28.8
Bhoomiputra 43 38.7
Arjun 10 09
Turbo 5 4.5

40%

35%

30%

25%

20% G6

15%

10%

5%

0%
sarpanch Bhoomiputra arjun turbo

9
How many people aware subsidy given by government

Yes 22 19.8
No 68 61.2

G7

70%
60%
50%
40% Series 1
30%
20%
10%
0%
Yes No

10
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%

G8

50%

40%

30%
Series 1
20%

10%

0%
friends Other tractor Mechanics Experience family sales person
owners

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%

G9

50%
40%
30%
20% Series 1
10%
0%
running fuel spares Engine Tractor Resale Financing
cost efficiency parts power styling Value
availibility

11
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%

G10

45
40
35
30
25
20 Series 1
15
10
5
0
Quality Power Fuel Spares parts Driving styling
Effciency availability comfort

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%

G11

35
30
25
20
15 Series 1
10
5
0
Experience price fuel hydrolic oil leakage sales person
Dealership effciency problem

12
2nd Choice of Mahindra Tractor owner

No of Person Percentage
Swaraj Tractor 34
John Deere 30
Sonalika 20
Others 16

G12

35
30
25
20
Series 1
15
10
5
0
Swaraj Tractor John Deere Sonalika others

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%

G 13

30.00%
25.00%
20.00%
15.00% Series 1
10.00%
5.00%
0.00%
Friends More Other dealer Speed is want to try exchange
advice maintenance advice slow new value

13
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%

G 14

40.00%

30.00%

20.00% Series 1

10.00%

0.00%
strongly agree agree neither agree disagree strongly
nor disagree disagree

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%

G15

70%
60%
50%
40%
30% Series 1
20%
10%
0%
strongly disagree neither agree strongly agree
disagree disagree or
agree

14
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%

G16

70%
60%
50%
40%
Series 1
30%
20%
10%
0%
strongly disagree neiher disagree agree Strongly agree
disagree or agree

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%

G 17

50%
40%
30%
20% Series 1
10%
0%
Strongly Disagree neither agree strongy agree
disagree disagree nor
agree

15
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%

G 18

60%
50%
40%
30%
Series 1
20%
10%
0%
satrongly disagree Neither agree strongly agree
disagree disagree nor
agree

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%

G19

30.00%
25.00%
20.00%
15.00% Series 1
10.00%
5.00%
0.00%
strongly disagree neither agree agree strongly agree
disagree or disagree

16
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%

30%
25%
20%
15%
G20
10%
5%
0%
strongly disagree neither agree strongly agree
disagree disagree or
agree

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%

30.00%

25.00%

20.00%

15.00%
G22
10.00%

5.00%

0.00%
Strongly Disagree Neither agree strongly agree
disagree disagree or
agree

17
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%

G23

30%
25%
20%
15%
Series 1
10%
5%
0%
Strongly Disagree neither agree strongly agree
disagree disagree or
agree

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%

G24

45%
40%
35%
30%
25%
20% Series 1
15%
10%
5%
0%
Strongly agree Disagree neither agree Strongly agree
disagree or
agree

18
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%

G25

30%
25%
20%
15% Series 1

10%
5%
0%
Extremely satisfied satisfied Neutral Dissatisfied

19
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

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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

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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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