CHAPTER NO.

1
INTRODUCTION

1
INTRODUCTION
Marketing is the science of meeting the needs of a customer by providing valuable products
to customers by utilizing the expertise of the organization, at same time, to achieve
organizational goals.

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.

With this definition, it is important to realize that the customer can be an individual user, a
company, or several people who contribute to the purchasing decision. The product can be a
hard good, a service, or even an idea – anything that would provide some value to the person
who provides an exchange. An exchange is most often thought of as money, but could also be
a donation of time or effort, or even a specific action. A producer is often a company, but
could be an individual or non-profit organization.

Classical marketing is often described in terms of the four “P’s, which are:

 Product – what goods or services are offered to customers

 Promotion – how the producer communicates the value of its products
 Price – the value of the exchange between the customer and producer
 Placement – how the product is delivered to the customer.

A complete analysis of these categories is often called the Marketing Mix. More detail on
these categories can be found in the later entry on the Marketing Plan.

Marketing has both inbound and outbound activities. Inbound activities largely center on
discovering the needs and wants of the potential customers. The collective group of all
potential customers is called a market. Categorizing these needs into groups is called
segmentation. Organizing markets into segments allows a producer to more logically decide
how to best provide value to that group of potential customers. The analysis of market
segment needs; analysis of existing sales and profitability; the descriptions, design and
introduction of new products; and the analysis of competitor offerings are also inbound
activities that are important but not often seen by the public.

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Outbound activities include all aspects of informing the market that a product is available,
delivering that product, and encouraging the purchase decision. These activities include
advertising, promotion, supply chain, sales support, product training, and customer support.

To the public, the most common interaction with marketing is where it touches the discipline
of sales in the form of advertising. This interaction leads to a common misconception that
marketing is only this aspect of promotion. Instead, it is useful in understanding that:

Marketing is a data driven science.

The good marketer will develop the data necessary to define the customer’s needs, develop a
good product based on the available resources, deliver the product in an effective manner to
the consumer at a price that reflects the customer value and the profit desired by the producer.

Major objectives of marketing are as follows:

1. Creation of Demand 2. Customer Satisfaction 3.Market Share 4.Generation of Profits

5.Creation of Goodwill and Public Image.

The basic purpose of marketing management is to achieve the objectives of the business. A
business aims at earning reasonable profits by satisfying the needs of customer

1. Creation of Demand:

The marketing management’s first objective is to create demand through various means. A
conscious attempt is made to find out the preferences and tastes of the consumers. Goods and
services are produced to satisfy the needs of the customers. Demand is also created by
informing the customers the utility of various goods and services.

2. Customer Satisfaction:

The marketing manager must study the demands of customers before offering them any
goods or services. Selling the goods or services is not that important as the satisfaction of the
customers’ needs. Modern marketing is customer- oriented. It begins and ends with the
customer.

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3. Market Share:

Every business aims at increasing its market share, i.e., the ratio of its sales to the total sales
in the economy. For instance, both Pepsi and Coke compete with each other to increase their
market share. For this, they have adopted innovative advertising, innovative packaging, sales
promotion activities, etc.

4. Generation of Profits:

The marketing department is the only department which generates revenue for the business.
Sufficient profits must be earned as a result of sale of want-satisfying products. If the firm is
not earning profits, it will not be able to survive in the market. Moreover, profits are also
needed for the growth and diversification of the firm.

5. Creation of Goodwill and Public Image:

To build up the public image of a firm over a period is another objective of marketing. The
marketing department provides quality products to customers at reasonable prices and thus
creates its impact on the customers.

The marketing manager attempts to raise the goodwill of the business by initiating image-
building activities such a sales promotion, publicity and advertisement, high quality,
reasonable price, convenient distribution outlets, etc

Marketing process:

Marketing process includes ways in which value can be created for the customers to satisfy
their requirements. It is an endless series of actions and reactions between the customers and
the companies making attempt to create value for and satisfy the needs of customers.

In marketing process, the situation is examined to identify opportunities, the strategy is

formulated for a value proposition, tactical decisions are taken, plan is executed, and results
are monitored.

The following four steps are involved in the marketing process −

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Situation Analysis
Analysis of the situation in which the company finds itself serves as the basis for identifying
chances to satisfy unfulfilled customer needs.

Situational and environmental analysis is done to identify the marketing options, to

understand the company’s own capabilities and to understand the surroundings in which the
company is operating

Marketing Strategy
After identifying the marketing options available, a strategic plan is developed to pursue the
identified options. An analysis is done and the best available option is chosen; a plan or
strategy is made for that option.

Marketing Mix Decisions

At this step, elaborated tactical decisions are made for the controllable parameters of the
marketing mix. It includes decisions related to product development, product pricing,
product distribution and product promotion.

Implementation and Control

Finally, the marketing plan is executed and the outputs of marketing efforts are monitored to
adjust the marketing mix according to the market changes.

This being the final step, it transforms the written or planned strategy into action and the
product is presented according to this process.

Major Functions of Marketing Management:

We need to understand the major functions of marketing management in order to understand
and groom our organization. The following are some of the major functions of marketing
management

 Selling

 Buying and Assembling

 Transportation

 Storage

 Standardization and Grading

 Financing

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  Risk Taking

 Market Information

The marketing process performs certain activities as the products and services move from
the producer to consumer. All these activities or jobs are not performed by every company.

Nonetheless, it is recommended that they be carried out by any company that wants its
marketing systems to function successfully.

Selling
Selling is the crux of marketing. It involves convincing the prospective buyers to actually
complete the purchase of an article. It includes transfer of ownership of products to the
buyer.

Selling plays a very vital part in realizing the ultimate aim of earning profit. Selling is
groomed by means of personal selling, advertising, publicity and sales promotion.
Effectiveness and efficiency in selling determines the volume of the firm’s profits and
profitability.

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Buying and Assembling
It deals with what to buy, of what quality, how much from whom, when and at what price.
People in business purchase to increase sales or to decrease costs. Purchasing agents are
much tempted by quality, service and price. The products that the retailers buy for resale are
selected as per the requirements and preferences of their customers.

Assembling means buying necessary component parts and to fit them together to make a
product. ‘Assembly line’ marks a production line made up of purely assembly functions.
The assembly operation includes the arrival of individual component parts at the work place
and issuing of these parts for assembling.

Assembly line is an arrangement of employees and machines in which each individual has a
particular job and the work is passed directly from one employee to the next until the
product is complete.

Transportation
Transportation is the physical means through which products are moved from the places
where they are produced to those places where they are needed for consumption. It creates
locational utility.

Transportation is very important from the procurement of raw material to the delivery of
finished products to the customer’s places. Transportation depends mainly on railroads,
trucks, waterways, pipelines and airways.

Storage
It includes holding of products in proper, i.e., usable or saleable, condition from the time
they are produced until they are required by customers in case of finished products or by the
production department in case of raw materials and stores.

Storing protects the products from deterioration and helps in carrying over surplus for future
consumption or usage in production.

Standardization and Grading

Standardization means setting up of certain standards or specifications for products based on
the intrinsic physical qualities of any item. This may include quantity like weight and size or
quality like color, shape, appearance, material, taste, sweetness etc. A standard gives rise to
uniformity of products.

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Grading means classification of standardized items into certain well defined classes or
groups. It includes the division of products into classes made of units possessing similar
features of size and quality.

Grading is very essential for raw materials; agricultural products like fruits and cereals;
mining products like coal, iron and manganese and forest products like timber.

Financing
Financing involves the application of the capital to meet the financial requirements of
agencies dealing with various activities of marketing. The services to ensure the credit and
money needed and the costs of getting merchandise into the hands of the final user are
mostly referred to as the finance function in marketing.

Financing is required for the working capital and fixed capital, which may be secured from
three sources — owned capital, bank loans and advance & trade credit. In other words,
different kinds of finances are short-term, medium-term, and long-term finance.

Risk Taking
Risk means loss due to some unforeseen situations. Risk bearing in marketing means the
financial risk invested in the ownership of goods held for an anticipated demand, including
the possible losses because of fall in prices and the losses from spoilage, depreciation,
obsolescence, fire and floods or any other loss that may occur with the passage of time.

They may also be due to decay, deterioration and accidents or due to fluctuation in the prices
induced by changes in supply and demand. The different risks are usually termed as place
risk, time risk, physical risk, etc.

Market Information
The importance of this facilitating function of marketing has been recently marked. The only
sound foundation on which marketing decisions depend is timely and correct market
information.

The importance of this facilitating function of marketing has been recently marked. The only
sound foundation on which marketing decisions depend is timely and correct market
information.

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Different Aspects of Marketing:

Marketing has many aspects or sub-disciplines within the broad discipline of marketing. They
include:

• Advertising.

• Branding.

• Copywriting.

• Customer relationship management (CRM).

• Direct marketing.

• Event planning.

• Graphic design.

• Internet Marketing.

• Loyalty marketing.

• Market research.

• Marketing communications.

• Media relations.

• Merchandising.

• New product development.

• Pricing.

• Product management.

• Promotion.

• Public relations.

• Sales management and support.

• Search engine optimization (SEO).

• Social media optimization.

• Strategic planning.

• Supply chain management.

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INTRODUCTION OF CONSUMER BEHAVIOUR

CONSUMER BEHAVIOR
Consumer behavior involves the psychological processes that consumers go through
in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g.,
whether or not to purchase a product and, if so, which brand and where), interpret
information, make plans, and implement these plans (e.g., by engaging in comparison
shopping or actually purchasing a product).

SOURCES OF INFLUENCE ON THE CONSUMER.

The consumer faces numerous sources of influence.

Often, we take cultural influences for granted, but they are significant. An American
will usually not bargain with a store owner. This, however, is a common practice in much of
the World. Physical factors also influence our behavior. We are more likely to buy a soft
drink when we are thirsty, for example, and food manufacturers have found that it is more
effective to advertise their products on the radio in the late afternoon when people are getting
hungry.

A person’s self-image will also tend to influence what he or she will buy—an
upwardly mobile manager may buy a flashy car to project an image of success. Social factors
also influence what the consumers buy—often, consumers seek to imitate others whom they
admire, and may buy the same brands. The social environment can include both the
mainstream culture (e.g., Americans are more likely to have corn flakes or ham and eggs for
breakfast than to have rice, which is preferred in many Asian countries) and a subculture

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(e.g., rap music often appeals to a segment within the population that seeks to distinguish
itself from the mainstream population).

Thus, sneaker manufacturers are eager to have their products worn by admired
athletes.

CONSUMER CHOICE AND DECISION MAKING:

Problem Recognition. One model of consumer decision making involves several

steps. The first one is problem recognition—you realize that something is not as it should be.
Perhaps, for example, your car is getting more difficult to start and is not accelerating well.

The second step is information search—what are some alternative ways of solving the
problem?

You might buy a new car, buy a used car, take your car in for repair, ride the bus, ride
a taxi, or ride a skateboard to work. The third step involves evaluation of alternatives. A
skateboard is inexpensive, but may be ill-suited for long distances and for rainy days.
Finally, we have the purchase stage, and sometimes a post-purchase stage (e.g., you return a
product to the store because you did not find it satisfactory). In reality, people may go back
and forth between the stages.

For example, a person may resume alternative identification during while evaluating

already known alternatives.

It is important to consider the consumer’s motivation for buying products. To achieve

this goal, we can use the Means-End chain, wherein we consider a logical progression of
consequences of product use that eventually lead to desired end benefit. Thus, for example, a
consumer may see that a car has a large engine, leading to fast acceleration, leading to a
feeling of performance, leading to a feeling of power, which ultimately improves the
consumer’s self-esteem. A handgun may aim bullets with precision, which enables the user
to kill an intruder, which means that the intruder will not be able to harm the consumer’s
family, which achieves the desired end-state of security. In advertising, it is important to
portray the desired end-states. Focusing on the large motor will do less good than portraying
a successful person driving the car.

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COMPANY PROFILE

12
INTRODUCTION TO COMPANY

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 CHAPTER NO. 3
OBJECTIVES OF THE STUDY

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 OBJECTIVES OF THE STUDY

 To study the buying behaviour of youth in Nagpur city and analyzing the
trend.
 To study the relationship between advertisement’s and buying behaviour.
 To see consumer behaviour regarding choice of product due to creative radio
advertisement.

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 CHAPTER NO. 4

SCOPE OF THE STUDY

SCOPE OF THE STUDY

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 The importance of marketing applied by company to the market share.
 The effect of the company that effect on sales and consumers behavior.
 The various technology adopted by the company and future requirement
of implementation in technology that satisfied the customer needs.

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 CHAPTER NO. 5

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

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Generally research is considered as an endeavour to arrive at the answer to intellectual and
practical problem through the application of scientific methods to the knowledge universe. It
is movement from known to unknown. Research is essentially a logical and an organized
enquiry seeking facts through objective verifiable methods in order to discover the relation
among them and to refer from the board principles or laws. It is really a method of critical
thinking.

Research may be defined as a systematic and objective analysis and recording of controlled
observations that may lead to the development of generalization of principles or theories
resulting in predicting and possibly ultimate control of events.

Methodology is often used in a narrow sense to refer to methods, technology or tools

employed for the collection data as well as it’s processing. This is also used sometimes to
designate data collection to arrive at the conclusion. Infects, it describes that what should
have been done. It provides answers to some of the major questions while search like what
must be done, how it will be employed, how sources of data will be analysed to arrive at the
conclusion. For systematic research scientific approach is necessary. It is therefore essential
to follow systematic methodology to arrive at a proper conclusion.

 The procedures involved in the concept of research methodology are:-

1) Selection of subject.

2) Selection of project title.

3) Selection of time period.

4) Collection of data.

5) Reliability of data.

6) Analysis of data.

7) Reporting.

 METHODOLOGY OF ANALYSIS:-

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Data which has been collected through various sources has to proceed and analysed the
accepted relevant scientific method are used for analysed processing is done by different
graphs, which clearly show the finding and half us to understand thing is more better way
different table and comparative chart also used for analysed and the most important ways was
case study and illustration.

1. ANALYSIS: The data collected has to process and analysis is done in accordance with
the acceptable relevant scientific method processing of the data covers editing loading
classification.


2. EDITING: Editing is a routine task it is process of examining collected data especially

in survey to detest and animate error editing endures completeness accuracy and
uniformity.



3. CODING: It is process of assign numerical or other symbol to symbol to answer so that

response can be part in a limited number of categories.

4. CLASSIFICATION: The large volume of data collected for a search study has to be
reduced in homogenous gropes for getting a meaningful relationship. This is known as
classification of data. It condense data in such way that similarities and dissimilarities
can easily be apprehended, so as to facilities comparison. Classification of data
collected can be categorized as by geographical grouping chronological grouping
qualitative and quantitative groupings.

5. TABULATION: It is a process of summarizing row data and displaying the same in

concept from for further analysis. The tabulation can be simplified in rows and
columns; it conserves space and minimizes exploratory and descriptive statements.
Tabulation facilities the process of comparison. It assists in various statistical
computations. It simplifies complex data, and gives identify to data and reveals pattern.

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6. GRAPHIC PRESENTATION: Graphic presentation of statistical data gives a pictorial
effect. It enables one to present data in simple, clear and effective manner. It shows
what is happening and what is likely to take place just as quickly as the age is capable
of working. A graph is a visual form of presentation. It provides an attractive and
impressive view. It also provides easy comparison of two or more phenomena.

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 DATA COLLECTION

 Collection of data refers to purposive gathering of information relevant to the subject matter
under study and the methods used depend mainly on the nature, purpose and scope of the
enquiry to be undertaken, as well as on the availability of resources and time.

The data collection can be grouped under two types:-

 Primary data

 Secondary data

 PRIMARY DATA:- Primary data are those which are collected for the first time.
They are original in character. They are collected by the researcher for the first time
for her own use.

The source of primary data includes:

1. Direct personal investigation

2. Interview

1. DIRECT PERSONAL INVESTIGATION- This implies the situation where the

researcher goes into the field of study in person for the collection of required data.
Also, the investigation of this nature is normally confined to a single locality and
the information gathered is capital in nature.

2. INTERVIEW METHOD- Every interview has got its own balance of

revaluation and has withheld information, an interview can be effective informal
verbal and non-verbal conversation initiated for the specific purpose focus on a
certain planned contained areas.

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 SECONDARY DATA- Secondary data are those which have already been collected
by others. When it is not possible to collect data in primary form, the researcher may
take the help of secondary data. They are thus which have already been collected for
serving the objectives other then what the researcher might have in his mind.

The sources of secondary data includes:-

1) Books

2) Websites

3) Journals

1. BOOKS:

A book is a collection of paper or other material with text, pictures, or both written on
them, bound together along one edge, usually with covers. In library and information
science, a book is calling a monograph to distinguish it from serial periodicals such as
magazines journals or newspapers.

2. WEBSITE:

A website may be the work of an individual, a business or other organization and is

typically dedicated to some particular topic or purpose. Any website can content s
hyperlink to any other website, so the distinction between individual sites, as
perceived by the user, may sometimes to blur.

3. JOURNALS:

A journal may publication issued at stated intervals, such as magazines or the record
of the transactions of a society, are often called journals. In academic use, a journals
refers to a serious, scholarly publication, most often peer-reviewed. The purpose of a
journal is to provide a place for the introduction a scrutiny of new research and often a
forum for the critique of existing research.

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 The Balance sheet shows the financial status of a business. The registered companies are
to follow part 1 of schedule VI of act 1956 for recording Assets and Liabilities in the
Balance Sheet.

RESEARCH PROCESS :-

- RESEARCH DESIGN:-
This project is based on exploratory study as well descriptive study. It was an
exploratory study when the customer satisfaction level was studied to suggest new methods
to improve the services of Mahindra XUV and it was descriptive study when detailed study
was made for “consumer behavior towards Mahindra XUV”.

PLAN OF ANALYSIS:-
Tables were used for the analysis of the collected data. The data is also neatly presented
with the help of statistical tools such as graphs and pie charts. Percentages and averages have
also been used to represent data clearly and effectively.

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- SAMPLING :-
Sampling refers to the method of selecting a sample from a given universe with a view
to draw conclusions about that universe. A sample is a representative of the universe selected
for study.

SAMPLE SIZE :-

Large sample gives reliable result than small sample. However, it is not feasible to target
entire population or even a substantial portion to achieve a reliable result. So, in this aspect
selecting the sample to study is known as sample size. Hence, for my project my sample size
was 150.

SAMPLING TECHNIQUE:-
Random sampling technique was used in the survey conducted.

TOOLS OF ANALYSIS:-
Data has been presented with the help of bar graph, pie charts, line graphs etc.

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 CHAPTER NO. 7

DATA ANALYSIS & INTERPRETATION

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 DATA ANALYSIS & INTERPRETATION
Que1. Which age group you belong to?

Category No. of people Percentage

(Age group)
10-20 9 15
20-30 25 50
30-40 6 12
40 & above 12 23
Total 50 100

23% 15%

AGE OF GROUP 10-20

12% AGE OF GROUP 20-30
AGE OF GROUP 30-40
50%
AGE OF GROUP 40 & ABOVE

INTERPRETATION:

There were total 50 people in a sample. Out of 50 people 15% people belong to
age group 10-20 years, 50% people belong to age group 20-30 years, 12% people belongs to
age group 30-40 years & 23% people belongs to age group 40 & above.
People of age group 20-30 were more enthusiastic to answer & they are the one
who are mainly targeted by marketers to sell their products. The youth is largest consuming
section.

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Que2. Gender of the respondents is:

Gender No. of people Percentage

Male 30 59
Female 20 41
Total 50 100

MALE
FEMALE
41%

59%

INTERPRETATION:

Male respondents are in majority in my sample constituting 59%. They are the one‘s
who take initiative to purchase products for their family & themselves.
Female generally don’t take initiative to answer. It was difficult to catch them to fill
the questionnaire. Still they showed good amount of interest & constituted 41% of total
respondents.

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Ques3. Are you consumer of MAHINDRA XUV products?

Are they consumers No. of people Percentage

Yes 50 100
No 0 0
Total 50 100

YES
NO

100%

INTERPRETATION:

The above statistical analysis states that all the respondents selected randomly have
at least once consumed Mahindra XUV products. This is a very positive response as the
target market constitutes a large number.
There is no section of people who are unaware of Mahindra XUV product.
Whether it’s upper class, middle class or lower class people.

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Que.4 . Mahindra XUV is your favorite of all other company product’s?

Category No. of People Percentage

Yes 42 84
No 8 16
Total 50 100

16% YES

NO

84%

INTERPRETATION:

Consumers were asked about their preference of Mahindra XUV among other
company products, most of that is 84% of them replied that they prefer Mahindra XUV over
other company products.

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Que. 5. How do you find the quality of Mahindra XUV?

Quality No. of people Percentage

Excellent 17 36
Very good 15 30
Good 15 29
Average 2 4
Poor 0 0
Total 50 100

0%

4%

29% 36%
EXCELLENT
VERY GOOD
GOOD
AVERAGE

30% POOR

INTERPRETATION:

There is no doubt in the quality of Mahindra XUV as per the above pie-graph. Only
4% of the consumer find it Average & rest 96% 0f the consumer ranks up to good.
This speaks that regarding quality of Mahindra XUV need not to bother much as its
quality is liked by almost all.

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Que. 6. How do you rate Mahindra XUV in term of price?

Category No. of people Percentage

Costly 5 9
Fair 14 28
Reasonable 20 40
Cheap & best 11 23
Total 50 100

9%
23%

28%
COSTLY
FAIR
REASONABLE

40% CHEAP & BEST

INTERPRETATION:

No matter how much is one earning he/she wants to do the best deals. Good
products with reasonable price are the core elements for success of any business.
If we sum up the positive answers almost 91% of the consumers find the price of
Mahindra XUV Reasonable. For them price of Mahindra XUV is affordable.
Whereas for 9% of the consumers the price of Mahindra XUV burn hole in their
pockets. So overall the price offered by Mahindra XUV is reasonable & it should be because
“price is the only element which earns revenue”.

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Que.7. What will you score for Mahindra XUV communication facilities &
methodology?

Category No. of people Percentage

Excellent 10 20
Very good 11 22
Good 12 23
Average 12 25
Poor 5 10
Total 50 100

10%
20%

25% EXCELLENT
VERY GOOD
22%
GOOD
AVERAGE
23% POOR

INTERPRETATION:

Better communication facility & methodology increases efficiency. Efficiency

leads to better products which result in Customer Satisfaction.
20% consumers grade Mahindra XUV methodology excellent; 22% very good;
23% good but 14% consumers think that Mahindra XUV communication facilities &
methodology is poor. So there is slight improvement in this field.

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Que. 8. Rank Mahindra XUV in comparison to other company available in
market?

Category No. of people Percentage

Top 30 60
Next Best 12 23
Average 7 14
Bottom 1 3
Total 50 100

3%
14%

TOP
23%
60% NEXT BEST
AVERAGE
BOTTOM

INTERPRETATION:

In this era of tough competition to remain in top is a big challenge for any business
concern. But 60% consumers rank the Mahindra XUV at top.
Whereas 23% of the consumer rank the Mahindra XUV at next best, 14% at average
& only 3% of the consumer rank the Mahindra XUV at bottom.

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Que. 9. In which field do you think Mahindra XUV needs improvement?

Category No. of people Percentage

Price 10 21
Quality 10 19
Facility 10 20
Availability 8 17
Promotion 12 23
Total 50 100

23% 21%

PRICE
QUALITY
17% 19%
FACILITY
AVAILABILITY

20% PROMOTION

INTERPRETATION:

It’s truly said that nothing is perfect in this world. Through many consumers like
Mahindra XUV they want some improvement in few fields like price, quality availability,
promotion, etc.
Majority of the consumers almost 23% are not satisfied with the promotion of
Mahindra XUV. They want more promotion activity to get awareness of the product. 21%
wants some improvements in the price, 20% in Facility, 19% quality & 17% availability.

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Que. 10. Will you advise others to buy Mahindra XUV?

Category No. of people Percentage

Yes 47 95
No 3 5
Total 50 100

5%

YES
NO

95%

INTERPRETATION:

What is the impact of Mahindra XUV among consumers can be answered to much
extent through above survey. 95% of consumer of the Mahindra XUV will be advice others to
have Mahindra XUV.
So we can infer that Mahindra XUV has good impact on major population. The
rest 5% consumers are loyal customers of other brands so we can try to make them our loyal
customers.

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CHAPTER NO. 8
FINDINGS

37
 FINDINGS

 People of age group 20-30 were more enthusiastic to answer & they are the one who
are mainly targeted by marketers to sell their products. The youth is largest
consuming section.
 Female generally don’t take initiative to answer. It was difficult to catch them to fill
the questionnaire. Still they showed good amount of interest & constituted 41% of
total respondents.
 There is no section of people who are unaware of Mahindra XUV product. Whether
it’s upper class, middle class or lower class people.
 Consumers were asked about their preference of Mahindra XUV among other
company products, most of that is 84% of them replied that they prefer Mahindra
XUV over other company products.
 This speaks that regarding quality of Mahindra XUV need not to bother much as its
quality is liked by almost all.
 Whereas for 9% of the consumers the price of Mahindra XUV burn hole in their
pockets. So overall the price offered by Mahindra XUV is reasonable & it should be
because “price is the only element which earns revenue”.
 Better communication facility & methodology increases efficiency. Efficiency leads
to better products which result in Customer Satisfaction.
 In this era of tough competition to remain in top is a big challenge for any business
concern. But 60% consumers rank the Mahindra XUV at top.
 It’s truly said that nothing is perfect in this world. Through many consumers like
Mahindra XUV they want some improvement in few fields like price, quality
availability, promotion, etc.
 So we can infer that Mahindra XUV has good impact on major population. The rest
5% consumers are loyal customers of other brands so we can try to make them our
loyal customers.

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CHAPTER NO. 9

CONCLUSION

39
 CONCLUSION

 India has a good potential market for the product; research shows that an
average Indian product four times a year so company must try to increase this
rate by promoting effective campaign.

 Price & packaging are the three main attributes that people and the retailer feel
important for the purchase of product.

 Some of the innovative ideas should be made for the high selling retailers.
Such as forming the club & giving them special packages which will
encourage the dealers.

 Mahindra XUV has been captured large no of market share in Nagpur city.
This means its most preferable brand.

 From survey it’s cleared that the quality of Mahindra XUV is the best but
people are also interested in other company. They are also better.

 Mahindra XUV service, which the company provides to the shopkeepers is the
best as compare to the others.

 Finally I would like to conclude that as far as Nagpur city is concerned people
purchase more of Mahindra XUV instead of any other company in the market.

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CHAPTER NO. 10

LIMITATION

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 LIMITATION

 The study is limited only Mahindra XUV Sports

 The study is only limited in Nagpur City
 The Sample Size is 50 Respondent in Mahindra XUV Sports
 The period selected for the study is year 2017.
 This projected is limited to the marketing strategy used by Mahindra XUV Sports

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 CHAPTER NO. 11
SUGGESTION & RECOMMENDATION

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 SUGGESTION & RECOMMENDATION

 Mahindra XUV should be come up in a innovative packaging so that it should

be capture the market.
 Mahindra XUV should provide more number of machines in market.
 Mahindra XUV should provide better service to old machine.
 Mahindra XUV should open exclusive parlors.
 Mahindra XUV must concentrate on other promotional activities like business
promotion (coupon, gift, scratch cards) & trade promotion (free samples,
schemes).
 Income of the people decides the purchasing power. The high income prefers
to purchase product with the quality, thickness, etc. and vice versa. So I
suggest Mahindra XUV Sports to concentrate also on low income segment to
capture market and position themselves in the minds of the customer with
required quality.
 Since Mahindra XUV is having loyal customers and therefore should
concentrate more on this factor through various potential programmes such as
campaign, premium packs, offers etc., this helps to increase the loyalty
towards the Mahindra XUV products.
 When product possesses quality and other important attributes naturally they
propaganda about product through word of mouth and vice versa. Therefore if
the quality and attributes are fine tuned according to the needs will help the
Mahindra XUV to get reputation and addition market.
 Introduction of various economic products lies may help Mahindra XUV to
attract the existing and new customers and may attract all income level groups.
Hence I suggest management to introduce new product line which can satisfy
the entire group.

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CHAPTER NO. 12

BIBLIOGRAPHY

45
 BIBLIOGRAPHY

Book Refers

 Rajesh Kumar, Consumer Behavior

 Michal R. Solomon, Consumer Behavior 8th Edition.
 Salish K. Bart, Consumer Behavior.
 Suja Nair Research Methodology
 Philip kotler Marketing Management
 CR. Kothari Research Methodology
 Bilab S. Bose Marketing Management
 Kotler Marketing Management (6th Edition)

Website

www.tatamotors.com

www.slideshare.co.in

www.wikipideia.com

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CHAPTER NO. 13

ANNEXURE

47
 QUESTIONNAIRE
Que1. Which age group you belong to?
 10-20
 20-30
 30-40
 40 & above

Que2. Gender of the respondents is:

 Male
 Female

Ques3. Are you consumer of MAHINDRA XUV products?

 Yes
 No

Que.4 . Mahindra XUV is your favorite of all other company product’s?

 Yes
 No

Que. 6. How do you find the quality of Mahindra XUV?

 Excellent
 Very good
 Good
 Average
 Poor

Que. 7. How do you rate Mahindra XUV in term of price?

 Costly
 Fair
 Reasonable
 Cheap & best

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Que.8. What will you score for Mahindra XUV communication facilities &
methodology?
 Excellent
 Very good
 Good
 Average
 Poor

Que.9. Rank Mahindra XUV in comparison to other company available in market?

 Top
 Next Best
 Average
 Bottom

Que. 10. In which field do you think Mahindra XUV needs improvement?
 Price
 Quality
 Facility
 Availability
 Promotion

Que. 11. Will you advise others to buy Mahindra XUV?

 Yes
 No

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