CHAPTER- 2

Introduction

Recruitment process is an important operation in HRM, designed to maximize

employee strength in order to meet the employer’s strategic goals and
objectives. In short, Recruitment and Selection is the process of sourcing,
screening, shortlisting, and selecting the right candidates forfilling the required
vacant positions.
Recruitment is the process of attracting the most suitable people for the
position, selection is the process of choosing the best person for the position,
and induction is introducing the person to the position. This module describes a
series of well-tested steps to help you identify the right person, to ensure he or
she will fit well with your farm business, and to meet the various legal
obligations of an employer.
Recruitment is defined as, “a process to discover the sources of manpower to
meet the requirements of the staffing schedule and to employ effective measures
for attracting that manpower in adequate numbers to facilitate effective
selection of an efficient workforce”. Edwin Flippo defined recruitment as “the
process of searching for prospective employees and stimulating them to apply
for jobs in the organization”.
Recruitment is the set of activities takes place in an organization to attract job
candidates possessing the appropriate characteristics to help the organization
reach its objectives. It involves seeking and attracting a pool of people from
where suitable qualified candidates can be chosen from vacancy. The basic
purpose is to collect a group of potentially qualified people. Selection is the
process of finding out the most suitable candidates for the suitable job. After
identifying the sources of manpower, searching for prospective employees and
stimulating them to apply for jobs in the organization, the management has to
perform the function of selecting the right employees at the right time and at the
right post.
In simple words recruitment process can be defined as a “linking function-
joining together those with jobs to fill and those seeking jobs.
Industry Profile
Industry Analysis

Mahindra Tractors is an international farm equipment manufacturer of in

2010; Mahindra became the world's highest-selling tractor brand by volume.
Mahindra's largest consumer base is in India, China, North America, and a
growing market in Australia. The company is the largest manufacturer
in tractors and has the capacity to build 150,000 tractors a year.
M&M produced its first tractor in 1963, the Mahindra B-275. Mahindra
Tractors sold about 85,000 units annually making it one of the largest tractor
producers in the world.To expand into the growing tractor market in China,
Mahindra acquired majority stake in jangling.
To raise awareness about Mahindra in the US, Mahindra USA announced its
new sponsorship in the NASCAR Nationwide Series with R3 Motorsports,
which is participating with a #23 Mahindra Tractors Chevrolet. The car was
driven by Robert Richardson Jr. Mahindra USA, Inc. announced a 17-race
primary and 18-race associate sponsorship for the 2009 NASCAR Nationwide
Series.] With this sponsorship, Mahindra was the first Indian company to
sponsor a car in NASCAR. In 2008, Mahindra was a sponsor of the McDonald
Motorsports team which ran the #81 car in the NASCAR Nationwide Series.

Mahindra and Mahindra

The Mahindra group’s Farm Equipment Sector (FES) is almost the top three
tractor brand 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 globally 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 stakeholder.

Mahindra operations
Mahindra Tractors operates in ten countries and has a fairly large customer base
in the United States, Australia, Chile, Serbia, Indian Subcontinent, Iran, Syria
and a major part of the African continent among many more. Mahindra operates
in China, North America and Australia through its subsidiaries, Jiangling,
Mahindra USA and Mahindra Australia. It also operates in some Indian states
through its subsidiaries Mahindra Gujarat and Swaraj.
Mahindra India

Mahindra Tractors at a Showroom in 2012 near Chengalpattu in Tamil Nadu

Mahindra 575 Di at sunset over a sugar cane field, Tamil Nadu, India
Mahindra Tractors is number one in sales in India - the largest tractor market in
the world - and it has been the market leader since 1983. Its sales are
predominantly in the states of Gujarat, Haryana, Punjab, Maharashtra and the
Southern States. Its sales in Gujarat are under the label Mahindra Gujarat and its
sales in Punjab are under the label Swaraj. In 1999, Mahindra purchased 100%
of Gujarat Tractors from the Government of Gujarat.] and Mahindra purchased a
64.6% stake in Swaraj in 2004.
Mahindra Tractors started manufacturing 15HP tractor under the brand name
Yuvraj in Rajkot in 2011. The plant in Rajkot is set up jointly by Deepak Diesel
Pvt Ltd and Mahindra & Mahindra. The plant has a maximum capacity of
30000 tractors per annum.
Mahindra USA

Mahindra 3616 HST MFWD is a four wheel drive tractor sold in USA
In 1994, the company entered the American market as Mahindra USA; it has a
sales and service network throughout the country. Mahindra USA, a subsidiary
of Mahindra Tractors, is responsible for sales in North America. Mahindra has
five assembly plants in the US—one at its North American headquarters
in Houston, Texas, another in Marysville, California and one in Chattanooga,
Tennessee. In August 2012, Mahindra USA opened its fourth assembly and
distribution center in Bloomsburg, Pennsylvania. In 2014, Mahindra USA
opened its fifth assembly and distribution center in Lyons, Kansas.
In addition to building their own tractors, Mahindra also sources tractors from
other manufacturers. For the USA market, Mahindra has purchased their core
products from Tong Yang Moolsan, one of the top tractor manufacturers in
South Korea, to cover selected product ranges.
Mahindra Australia
Based in Brisbane, Mahindra Australia is a branch of Mahindra & Mahindra
Ltd. In 2005, the company entered the Australian market with the launch of its
assembly & customer support centre in Acacia Ridge, QLD. Currently, the
company's products are sold and serviced by 40 dealers throughout Australia.
Mahindra Australia is also responsible for sales in New Zealand and the rest of
Australasia. The Company's products are distributed in Fiji by Carpenters
Motors.] In Western Australia and South Australia, Mahindra tractors are
distributed by McIntosh Distribution.
Jiangling
In 2004 Mahindra purchased an 80% stake in Jiangling Tractors from Jiangling
Motor Company in China. Mahindra also has a factory in China.
Mahindra has also formed a joint venture with Yueda group in Yancheng,
China.

Production of Mahindra Tractors:

Mahindra & Mahindra Ltd.'s Farm Equipment Sector (FES), a part of the USD
17.8 billion Mahindra Group, today announced its tractor sales numbers for
September 2016.

Domestic sales in September 2016 were at 29,035 units, as against 17,052 units
during September 2015. Total tractor sales (domestic + exports) during
September 2016 were at 30,562 units, as against 18,087 units for the same
period last year. Exports for the month stood at 1,527 units

The company has slashed production by a full two days a week till the end of
March, effectively stopping production for about six days this month. The
implied production level will be 14,000 units this month against 21,000 in
February.
Agriculture in India has also slowed sharply. For the quarter ended December
2011, the farm sector slowed to 2.7 per cent against 11 per cent in the year-ago
period. Overall Gross Domestic Product growth also fell to 6.1 per cent, below
market expectations. Through the current fiscal, interest rates have also risen.

Earlier this month, M&M’s Farm Equipment Sector, part of the Mahindra
Group, reported a 21 per cent decline in tractor sales for the month of February
over the same month last year. M&M sold 14,341 tractors in the domestic
market that month, against 18,134 units in the year-ago period
Domestic sales in April 2017 were at 25,081 units, as against 20,704 units
during April 2016. Total tractor sales (domestic + exports) during April 2017
were at 26,001 units, as against 21,386 units for the same period last year.
Exports for the month stood at 920 units.

FARM EQUIPMENT SECTOR

Sept Cumulative Sept
F16 F17 %Change F16 F17 %Change
Domestic 17052 29035 70% 101226 129463 28%
Exports 1035 1527 48% 6378 6790 6%
Total 18087 30562 69% 107604 136253 27%

Tractor industry in India:

Tractors in India is a major industry and significant contributor to its

agriculture output gains.

In 1947, as India gained independence from British colonial empire, the level of
agriculture mechanisation was low. The socialist oriented five-year plans of the
1950s and 1960s aggressively promoted rural mechanisation via joint ventures
and tie-ups between local industrialists and international tractor manufacturers.
Despite these efforts, the first three decades after independence local production
of 4-wheel tractors grew slowly. By the late 1980s tractor production was nearly
140,000 units per year, and a prevalence rate of less than 2 per 1,000 farmers.

After economic reforms of 1991, the pace of change increased and by late 1990s
with production approached 270,000 per year. In early 2000s, India overtook
the United States as the world's largest producer of four-wheel tractors. FAO
estimated, in 1999, that of total agricultural area in India, less than 50% is under
mechanised land preparation, indicating large opportunities still exist for
agricultural mechanisation.

In 2013, India produced 619,000 tractors accounting for 29% of world's output,
as the world's largest producer and market for tractors. India currently has 16
domestic and 4 multinational corporations manufacturing tractors.

In India, agriculture and its allied sectors are the primary source of livelihood
for a large chunk of domestic population. In 2017, the Gross Value Added
(GVA) in these industries across the country was around INR 20,266 billion.
Being a part of mechanisation in farming, tractors have a big role to play in
increasing the country’s agricultural output. The tractor market is also among
the biggest segments in the category of farm equipment in the country, with
annual sales of 600,000-700,000 units
In 1997, with a yearly production of more than 255,000 units, the country
emerged as one of the leaders in the production of tractors globally. During the
following year, newer entrants like New Holland Tractor (India) Limited also
started tractor production locally.

Currently, India is the biggest manufacturer and market in the world for
tractors. The country produced 619,000 tractors in 2013, accounting for 29% of
the total output worldwide.

COMPANY PROFILE
BHARATH MAHINDRA AGRO AGENCIES PVT LTD:
FOUNDER: MR.WAHEED HUSSAIN
Mahindra Tractors is an international farm equipment manufacturer of
Mahindra & Mahindra. In 2010, Mahindra became the world's highest-selling
tractor brand by volume. Mahindra's largest consumer base is in India, China,
North America, and a growing market in Australia. The company is the largest
manufacturer in India and has the capacity to build 150,000 tractors a year.

M&M produced its first tractor in 1963, the Mahindra B-275. Mahindra
Tractors sold about 85,000 units annually making it one of the largest tractor
producers in the world.To expand into the growing tractor market in China,
Mahindra acquired majority stake in Jiangling.

To raise awareness about Mahindra in the US, Mahindra USA announced its
new sponsorship in the NASCAR Nationwide Series with R3 Motors which is
participating with a #23 Mahindra Tractors Chevrolet. The car was driven by
Robert Richardson. Mahindra USA, Inc. announced a 17-race primary and 18-
race associate sponsorship for the 2009 NASCAR Nationwide Series. With this
sponsorship, Mahindra was the first Indian company to sponsor a car in
NASCAR. In 2008, Mahindra was a sponsor of the McDonald Motorsports
team which ran the 81 car in the NASCAR Nationwide Series.

TYPES OF TRACTORS IN MAHINDRA:

UPTO 20 HP TRACTORS

Upto 20 HP range of tractors are compact, ideal for small landholdings,

orchards and inter-culture operations.

 MAHINDRA JIVO 225 DI

 MAHINDRA YUVRAJ 215 NXT

21 TO 30 HP TRACTORS

These tractors within 21 to 30 HP range offer power best suited for agriculture
and orchards on medium size land holdings.

 MAHINDRA JIVO 245 DI 4WD

 MAHINDRA 255 DI Power Plus
 MAHINDRA 265 DI
 MAHINDRA
245 DI Orchard

31 TO 40 HP TRACTORS

Packed with fuel efficient technology and advanced features, these tractors
enable the farmer to do more, better and faster work on their fields and reap
superior results.

 MAHINDRA YUVO 265 DI

 MAHINDRA YUVO 275 DI
 MAHINDRA YUVO 415 DI
 MAHINDRA 265 DI POWER PLUS
 MAHINDRA 275 DI ECO
 MAHINDRA 275 DI TU
 MAHINDRA 415 DI

41 TO 50 HP TRACTORS
 These powerful tractors are best suited for larger land holdings and agriculture
operations which require high power.

 MAHINDRA YUVO 475 DI

 MAHINDRA YUVO 575 DI
 MAHINDRA 475 DI
 MAHINDRA 575 DI
 MAHINDRA 585 DI
 MAHINDRA 595 DI
 ARJUN 555 DI
 ARJUN NOVO 605 DI-MS
 Mahindra YUVO 575 DI 4WD

Vision
The vision of the company is to be the ‘Leading independent player in the
global Gears & Transmissions Space’.

This we wish to achieve through a two pronged approach of developing a

portfolio of products thereby being able to provide a differentiated product
offering to our customers and extensive focus on operational excellence thereby
improving internal efficiencies in the system.

Core Values
We are governed by the Core values of the Mahindra Group. They are an
amalgamation of what we have been, what we are and what we want to be.
These values are the compass that guides our actions, both personal and
corporate. They are:

Good Corporate Citizenship: We will continue to seek long term success in

alignment with the needs of the communities we serve. We will do this without
compromising on ethical business standards.

Professionalism: We have always sought the best people for the job and given
them the freedom and the opportunity to grow. We will continue to do so. We will
support innovation and well reasoned risk taking, but will demand performance.
 Customer first: We exist and prosper only because of the customer. We will
respond to the changing needs and expectations of our customers speedily,
courteously and effectively.

Quality focus: Quality is the key to delivering value for money to our
customers. We will make quality a driving value in our work, in our products
and in our interactions with others. We will do it 'First Time Right

CHAPTER 3
RESEARCH
METHODOLOGY
TITLE OF THE STUDY:
To Study CUSTOMER SATISFACTION LEVELS of buyers in “BHARATH
MAHINDRA AGRO AGENCIES”.

OBJECTIVES OF STUDY:

To know overall about Bharath Mahindra Agro Agencies. The objective of my

study is to understand and critically analyse the recruitment and selection
procedures at bharath Mahindra Agro Agencies.
 To study the customer’s satisfaction about the organization.
 To study the tools and techniques of customer satisfaction.

 To study the organization’s tactics to satisfy the customers.

 To know the perception of the customers about the organization.

 To know the impact of brand image of Mahindra to influence customers.

Scope of the study

The benefits of the study for the researcher is that it helped to gain knowledge
and experience and also provided the opportunity to study and understand the
customer satisfaction levels among people experiencing Mahindra services.
The key points of my research study are:
 To study the fact about the Mahindra as a group.
 To analyse the customer satisfaction levels of the organization.
 To understand and analyse various HR factors including recruitment
procedure at Mahindra.
 To suggest any measures recommendations for the improvement of
recruitment procedures.
 It extends to the whole organization. It covers corporate office, sites and
works appointment all over India.
 It covers workers, clerical staff, officers, Jr. Management, middle
management and senior management cadres.

Need for the study

 Determine the present and future requirement of the organization

personnel-planning and job analysis activities.
 Analysis of manpower budget analysis of the recruitment in the
recruitment process.
 To identify general practices that organizations use to recruit and select
employees.
 To determine which recruitment and selection practices are most
effective.
 To determine how the recruitment and selection practices affect
organizational outcomes.
 To attract people with multi-dimensional skills and experiences that suit
the present and future organizational strategies so as to obtain a pool of
suitable candidates for vacant posts.
 To infuse fresh blood at all levels of the organization.
 To develop organizational culture that attracts competent people to the
company.
 To ensure that all recruitment activities contribute to company goals.
 To conduct recruitment activities in an efficient and cost effective
manner.
Limitations of the study

 Research was to be conducted maintaining the decorum of the company.

 Employees were busy in their work so they did not spend much time in
respond openly to the question asked.
 Due to the lack of time the in-depth study could not be conducted.
 The information collected from the employees may not be 60 percent true
they may be some false because of some company rules.
 The data was collected only on current working employees not employees
who left the organization.

Method of research

Survey method:
A Survey is a complete operation, which requires some technical knowledge
Survey methods are mostly personal in character. Surveys are best suited for
getting primary data. The research obtains information from the respondents by
interviewing them.
.
Sampling: It is not always necessary to collect data from the whole universe. A
small representative sample may serve the purpose. A sample means a small
group taken in a large lot. This small group should be emanative cross section
and really “representative” in character this selection process in calls sampling.

Method of Sampling

Random Sample Method:

The method adopted here is random sampling method. A Random sample is one
where each item in the universe has as an equal chance of known opportunity of
being selected.

Research Instrument

Questionnaire:

A questionnaire is a carefully complied logical sequence of questions directed

to a define objective. It is the outline of what information is required and the
framework on which the data is built upon. Questionnaire is commonly used in
securing market information that its preparation deserves utmost skill and care.
In other words it is nothing but a set of printed or written questions with a
choice of answers, devised for the purposes of a survey or statistical study.

Sample Size: The sample size is an important feature of any empirical study in
which the goal is to make inferences about a population from a sample.
And my selected sample size is 100.
 Survey questionnaire – Mahindra Tractor

DISCLAIMER:
This survey is based on Mahindra Tractors. The aim of study is to understand
the customer satisfaction of the farmers so that it can be helpful for the
organization to cater the farming requirements if their customers with
technology.

1. Which Tractor are you using?

 Mahindra Tractor
 Swaraj Tractor
 John Deere
 Eicher Tractor
 Others

2. Which elements do you think are most important when you are buying a
tractor?

 Brand
 Price
 Quality
 After sale service
 Maintenance costs save
 Fuel
 Safety and reliability
 Design
  Others

3. How do you evaluate Mahindra Tractors?

 Very good
 Good
 Average
 Bad
 Very bad

4. What specifications/features do you feel really great about Mahindra

Tractors?

Engine
Power steering
4 wheel drive

5. What are the factors that influence on your purchasing of Mahindra

Tractors?

 Well known brand name

 High quality
 High technology
 Advertising and promotion
 Low maintenance cost
 Location of the dealer and after sale service is convenient
 Experts/Friends advised

6. To what extent is your possibility to buy a Mahindra when you want to

buy in future?

 Definitely yes
 Yes
 May be
 No
 Definitely no
7. What do you think of the performance of Mahindra Tractors in its quality
according to your experience?

 Excellent
 Very good
 Good
 Average
 Bad

8. Do you feel satisfy with the price of Mahindra Tractor?

 Satisfied
 The price is too high
 The price is too low

9. What do you think of the degree of satisfaction of Mahindra Tractor?

 Very satisfied
 Satisfied
 Average
 Unsatisfied
 Very unsatisfied

10.If you have contacted Mahindra for service, were all problems resolved to
your complete satisfaction?

 Yes
 No