List of Tables S.No. Particulars Page No

LIST OF TABLES S.No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Particulars Distribution of Respondents by Age Distribution of Respondents by Sex Distribution of Respondents by Marital Status Distribution of Respondents by Educational Qualification Distribution of Respondents by Monthly Income Distribution of Respondents by Family type Distribution of Respondents by Native Distribution of Respondents by how do you know about this brand Distribution of Respondents by important factors before buying Mahindra tractor. Distribution of Respondents by important features before buying Mahindra tractor Distribution of Respondents by No.1 Brand Distribution of Respondents by who influenced you to buy Mahindra tractor Distribution of Respondents by will you Switchover to Other Brand Distribution of Respondents by Select the Brand Distribution of respondents by satisfied with the after sales service Distribution of respondents by will you recommend the brand to others Association between native background of the respondents and brand preference Association between occupation of the respondents and brand preference Association between age of the respondents and brand preference Association between educational qualification of the respondents and brand preference Association between monthly income of the respondents and brand preference Association between sex of the respondents and brand preference Page No. 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 84 85 86 87 88
List of Charts S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Particulars Distribution of Respondents by Age Distribution of Respondents by Sex Distribution of Respondents by Marital Status Distribution of Respondents by Educational Qualification Distribution of Respondents by Monthly Income Distribution of Respondents by Family type Distribution of Respondents by Native Distribution of Respondents by how do you know about this brand Distribution of Respondents by important factors before buying Mahindra tractor. Distribution of Respondents by important features before buying Mahindra tractor Distribution of Respondents by No.1 Brand Distribution of Respondents by who influenced you to buy Mahindra tractor Distribution of Respondents by will you Switchover to Other Brand Distribution of Respondents by Select the Brand Distribution of respondents by satisfied with the after sales service Distribution of respondents by will you recommend the brand to others Page No. 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82
ABOUT THE INDUSTRY

India is the second-biggest market for small cars after Japan. It accounts for 60% of the domestic market.
Current Scenario India represents one of the largest two-wheeler markets in the world, with an estimated size of 5.4 million units a year. India is the two-wheeler capital of Asia with an average of 27 two-wheelers per thousand people, compared to China's 8 two-wheelers per thousand people. India became the fastest growing car market in the world in 2004, growth rate of 20%.
Overview Snippets India is being recognized as potential emerging auto market. Foreign players are adding to their investments in Indian auto industry. Passenger vehicles sales crossed the mark of 1 million in 2004-05. Automobile industry expert predicts that by 2050 every sixth car in the world will be for Indians. 2/3rd of auto component production is consumed directly by OEMs.
Facts & Figures It seems that India has finally arrived in the big league of Asian car markets. Steady and impressive annual growth rate, presence of international automakers, relaxation of foreign exchange and equity regulations, reduction of tariffs on imports and few others are 3
the components of its booming auto market. The country has now come to be recognized as a potential emerging auto market. The perception of foreign investors has changed, everybody wanting to be here. For the first time, in the financial year end in 2005, the total sales of passenger vehicles - cars, utility vehicles and multi-utility vehicles - crossed the one-million mark to touch 1.06 million, with exports of 166,000 vehicles. Study says that by 2010 India will take over Germany in sales volumes and Japan by 2012. And by2050, Indians will buy every sixth car produced in the world.
Apart from serving the domestic market, the auto sector has turned as a sourcing base for the global auto majors. The auto component market is also in its full swing. As per the research of RNCOS, one of the leading industry firm, the Indian automobile component industry is estimated to triple from USD 63 billion to USD 190 billion within a span of six years by 2012.
Indian Automobile Industry Estimation Estimated turnover USD 12 billion, plus components revenue USD 3 billion, this is the vastness of Indian automobile industry. Industry analysts predict this industry to touch USD 13000 million marks by 2010, a cumulative growth of 9.5% annually. It is said that for every Re 1 spent, the auto sector returns Rs. 2.24 to the Indian economy
Cars by Price Range
Under Rs. 3 Lakhs
Maruti 800, Alto, Omni Reva Ambassador Fiat Palio Hyundai Santro, Getz Chevrolet Opel Corsa Maruti Zen, Wagon R, Versa, Esteem, Gypsy Ford Icon & Fiesta Tata Indica, Indigo Mahindra Bolero Chevrolet Swing, Optra, Tavera Hyundai Accent, Elantra Mahindra Scorpio Maruti Baleno Toyota Corolla, Innova Tata Safari Mitsubishi Lancer, Lancer Cedia
Rs. 3-5 Lakhs
Rs. 5-10 Lakhs
Honda City Ford Mondeo & Endeavour

Chevrolet Forester Skoda Octavia Classic & Combi Honda Civic & CR-V Maruti Suzuki Grand Vitara Hyundai Sonata Embera, Terracan & Tucson Mitsubishi Pajero Audi A4 Opel Vectra Honda Accord Mercedes C Class Toyota Camry Audi A6, A8 & TT BMW X5, 5 Series & 7 Series
Rs. 10-15 Lakhs
Rs. 15-30 Lakh
Rs. 30-90 Lakhs
Mercedes E Class, S Class, SLK, SL & CLS-Class Porsche Boxster, Cayenne, 911 Carrera & Cayman S Toyota Prado Bentley Arnage, Continental GT & Flying Spur Rolls Royce Phantom Maybach
Above Rs. 1 Crore
The following links will give you the complete picture of Indian Auto Industry: Automobile History The first auto vehicle rolled out in India at the end of 19th century. Today, India is the the 2nd largest tractor and 5th largest commercial vehicle manufacturer in the world. Hero Honda with 1.7M motorcycles a year is now the largest motorcycle manufacturer in the world.
Industry Investment On the cost front, OEMs eyeing India in a big way to source products and components at significant discounts to home market. On the revenue side, OEMs are active in the booming passenger car market in India.
Industry Growth The passenger car and motorcycle segment in Indian auto market is growing by 8-9 per cent. The two-wheeler segment will clock 11.5% rise by 2007. Commercial vehicle to grow by 5.2 per cent.
Vehicle Production India is the 11th largest Passenger Cars producing countries in the world and 4th largest in Heavy Trucks. Maruti Udyog Ltd. is the leading 4-wheelers manufacturer. Hero Honda is
the leading 2-wheelers manufacturer.
Auto Export Passenger vehicle exports have grown over five times and two-wheeler exports have reached more than double. Exports of auto components, whose manufacturing costs are 3040 per cent lower than in the West, have grown at 25% a year between 2000 to 2005.
Auto Companies Hero Honda is the largest manufacturer of motorcycles. Hyundai Motors India is the second largest player in passenger car market. Tata Motors is the fifth largest medium & heavy commercial vehicle manufacturer in the world.
Vehicle Distribution Know about the number of vehicles registered as Transport or Non-Transport in the Indian states and Union Territories.
Associations Get all the contact details of Automobile Association of Upper India (AAUI), Automotive Research Association of India (ARAI), Automobile Association of Southern India (AASI), Automotive Component Manufacturers Association of India (ACMA) and more
TRACTORS COMPANIES IN INDIA
Brahma Steyr Tractors Ltd. 33-34, Inds. Area, Phase-II, Chandigarh Tel: (0124) 652876,652163 Fax: 652369 E-mail: BRAHMA@chl.vsnl.net.in Eicher Tractors Ltd. Eicher house, 12 Comm.Complex, Greater Kailash II, New Delhi-110004. Escorts Limited Agri Machinary Group 18/4, Mathura Rd. Faridabad-121007 Tel: (0129) 91 11 91 275 981 Fax: 91 11 91 Greaves Ltd P B No.5, Chinchwad, Pune-411019. Tel: (020) 775141/42/43/44 Fax: 759161 E-mail: gm.glptul@rmj.sprintrpg.ems.vsnl.net.in Url: www.greaveslimited.com Gujarat Tractor Corpn. Ltd. Vishwamitri, Baroda-390011 Tel: (91-265) 311617,340507 Fax: 338156 HMT Ltd. Tractor Unit, Pinjore, Haryana-134101 Tel: (01733) 63825-28 Fax: 64114
International Tractors Ltd. Sonalika House, 283, AGCR Enclave, Karkarduma, Delhi-110092 Tel: (011) 2163785/789/791 Fax: 2150492 E-mail: lachman@del2.vsnl.net.in L & T- John Deere Limited Off Pune-Nagar Road, Sanaswadi, Taluka - Shirur, District - Pune 412208 Tel : +91-2137 52930 Fax : +91-2137 53160 New Holland Tractors India Pvt. Ltd. 210, Okhla Industrial Area, Phase-II, New Delhi-110020 Tel: (011) 6932207/09/10/12 Fax: 6932208 Punjab Tractors Ltd. Phase IV, NR. Chandigarh, S A Nagar Tractors And Farm Equipment Ltd. ( A member of Amalgamations Group) 35, Nanagabakkam Hifh Road, Chennai-34 Tel: (044) 8279073 Fax: 8260224 VST Tillers Tractors Ltd., P B No 4801, Whitefield Road, Mahadevpura Bangalore-560048 Tel: (080) 8510805/6/7 Fax: 8510221
COMPANY PROFILE
MAHINDRA AND MAHINDRA LTD.,

The
Market Leaders of Tractors in India-
Mahindra and Mahindra Ltd., Farm
Equipment Sector of the Mahindra Group brings to you MahindraKisanMitra.com, a place for the Indian farmers to voice their achievements, solve the problems and access a whole lot of information. It brings the world to your doorstep keeping you ahead with technology.
Mahindra Gujarat Tractor is the oldest tractor unit in India. Established in 1954 as Hindustan Tractors, it was nationalized in 1978 and subsequently renamed Gujarat Tractor Corporation Limited, with the Government of Gujarat assuming a 100% ownership. Mahindra & Mahindra acquired a majority stake in 1999, and the Company underwent yet another change of name: Mahindra Gujarat Tractor Limited. Currently, the Mahindra Group has a 60% stake and the balance 40% is with the Government of Gujarat. It sells about 3000 tractors p.a. under the brand name Shaktimaan and has a manufacturing plant in Baroda.
One of the progressive and dynamic divisions of Mahindra and Mahindra Ltd., is the Farm and Equipment Sector, which was started way back in 1963. The late 1960s witnessed the beginning of The Green Revolution in India. Mahindra and Mahindra took the lead and responded with launching their new INTERNATIONAL range of modern high performance tractors. In technical and financial collaboration with International
Harvester Co. Ltd., UK, M&M and Voltas set up International Tractor Co. of India Ltd. in 1963. In 1978, International Tractor Co. of India Ltd. merged with M&M to be
rechristened as Mahindra and Mahindra- Tractor division, which is renamed as Mahindra
10
and Mahindra- Farm Equipment sector after the restructuring in 1994. Farm Equipment Sector is involved in manufacturing of wide range of tractors and farm implements to suit the varied needs of Indian as well as overseas farmers.
The Farm Equipment Sector has manufacturing facilities at Kandivli and Nagpur with the capacity to produce 85,000 tractors per annum. It consists of modern machine shops, assembly lines and engine manufacturing facilities. The manufacturing facility at Kandivli is the worlds single largest unit of manufacturing tractors under one roof. The Kandivli plant of Farm Equipment Sector possesses the prestigious international quality certification ISO-9001, since February 1996. The plant at Nagpur produces hydraulics units and a wide array of agricultural implements to suit every soil type and farm operation. In September 1996, production of tractors has started at Nagpur plant and has reached the operational level of 2,000 tractors per month within a period of two years. The Nagpur plant has received coveted QS-9000 award in July 1999.
Mahindra and Mahindra Ltd. currently is the market leader in the Indian tractor industry and the fourth largest in the world in terms of units sold. It has been the market leader for last 16 years consecutively in a highly competitive Indian market. Farm
Equipment Sector has continuously increased its market share from 5.2% in F-1997 to 27.2% in F-1999. Today, Mahindra and Mahindra carries the goodwill and trust of over six lakh farmers. M & M has the widest range of tractors amongst Indian companies.
Mahindra tractor has come to be recognized as a powerful symbol of productivity and unparalleled performance. Mahindra tractors, therefore, is the No. 1 at the helm of the
11
Indian Tractor Industry. A focused approach to improve dealer performance and Channel management process have been taken to progress towards our vision of being the largest tractor manufacturer in terms of volumes by the year 2010.
In addition to capturing the domestic market, M & M has also made significant progress in competitive overseas market. Company has exported over 6000 tractors to date, to countries like USA, South Africa, Europe, Sri Lanka, Bangladesh, Nepal, Vietnam, Zimbabwe etc. Our Marketing Network spans the entire global with representation in most continents around the world. Mahindra USA is a 100% subsidy of M & M, has a strong dealer network of over 100 dealers covering almost all of USA. Several other export markets are being developed to expand to the global arena in tractor marketing. But M & M isnt content with being just a market leader. Research engineers at Mahindra, in collaboration with AVL, Austria, developed a Direct Injection tractor engine. This gave far greater fuel efficiency than ever before and provided the advantage of instant cold start. Environment Protection Agency (EPA), USA has certified Mahindra engines as environmentally friendly and has conferred EPA certificate to Mahindra tractors for confirming to the tier-1 emission norms.
To achieve undisputed Market leadership, basic thrust of Farm Equipment Sector is on continuously upgrading the products and introducing new products to suit the changing needs of the farmers. Dedicated cross functional teams are working on major aggregates like transmission, engine, and sheet metal and hydraulic with improved performance. Several new features like constant mesh gearbox for easy gear shifting, power steering to
12
reduce steering efforts have been successfully introduced. To offer our tractors to customer Right at First Time, a network of knowledge base from world renowned R & D houses, institutions and experts have been pooled along with strong in-house R & D facilities. A highly motivated team of well qualified engineering approach, latest computer software, modern testing facilities and proven design and developing methodologies. Our research and development facility at Kandivli is recognized by the Department of Scientific and Industrial Research Ministry of Science and Technology, Government of India.
Farm Equipment Sector has set the vision to become the worlds largest tractor manufacturing company by the year 2010. To pursue the vision various initiatives have been adopted in the area of manufacturing like Business Process Re-engineering (BPR), Total Quality Management (TQM) focus on enhancing productivity, World Class Quality with least cost. To get quality built into the product required by the customer vendors are being integrated for supplying quality products through initiatives like supplier up gradation, strategic sourcing, global sourcing etc. With thrust on Product Development, Channel Management coupled with lean manufacturing, Farm Equipment Sector is moving rapidly on the journey towards the vision to lead the work through delighting the agricultural community worldwide.
TRACTOR DIVISION HISTORY 1963 : Inception of International Tractor Company of India, as a joint venture between
Mahindra and Mahindra and International Harvester sharing the responsibility of Design, manufacturing and marketing.
13
1964 : Rolled out the first batch of 225 tractors in 35 HP Range Model B275 Regular 1965 :Inception of Implement division in Nagpur. 1966 :Marketing was taken over by ITCI. 1967 :Merger with M & M Ltd. forming its Tractor Division, full fledged responsibility for design, marketing and manufacturing. 1970 : 100,000th Tractor rolled out. 1972 : Market leader in domestic Tractor market and has retained the position ever since. 1984 : Launching of Quality circle Movement. 1990 :Introduction of fuel efficient DI Tractor. 1992 : Juran Quality Improvement Movement Started. 1994 : Launched 265 DI tractor in 25 HP range. 1996 : Launched 225 DI tractor in 25 HP range. 1998 : Launched 575 DI tractor in 25 HP range. 2000 : A decade of QC movement 152 Quality Circles. 2002 :Incorporation of Mahindra USA in U.S. as wholly owned subsidiary of M&M Ltd. 2004 : Rolled out 5,00,000th tractor. 2006: Implement SAP 2007: M & M acquired majority stake in Gujarat Tractors Corporation Ltd..
Mahindra and Mahindra Ltd is the flagship company of the Mahindra Group having F-2000 sales of Rs. 44.76 billion. It is one of the Largest Private Sector Company in India. It started its operations in 1945 to manufacture General Purpose Utility Vehicles and later on entered into manufacturing of Tractors and Light commercial Vehicles. Over the
14
years, the company has expanded its operations from automobiles and tractors to steel, trading and manufacturing of Ash Handling Plants and Traveling Water Screens. The manufacturing of Utility Vehicles and light commercial Vehicles is under Automotive Division and the tractor manufacturing is under Tractor Division. Many new companies have been promoted in different business areas, such as, Hotels, financial services, auto components, information technology, infrastructure development and trading. The
Mahindra group today comprises of several companies and ranks amongst the top ten industrial houses in India.
The core business of producing utility vehicles, light commercial vehicles and tractors has grown by leaps and bounds over the years. It has 6 state-of-the art factories and 33 sales offices supported by a network of more than 500 dealers through out the country. Mahindra and Mahindra manufacturing facilities together cover an area of over 500,000 sq. mt. employing over 17,000 technical and non technical personnel.
With over fifty five years of extensive manufacturing and engineering development experience, Mahindra and Mahindra now possesses a strong technological base, supported by a poll of experienced personnel and expertise. The company initiated Business Process Re-engineering at its manufacturing locations. It has a large IT network connecting all plants/ offices running on NT platform, with over 2500 nodes. M & M s product
development centers are located at Kandivli and Nashik plants are relocated to a new site, spanning over 100 acres. This new Engineering Research Center, called Mahindra Over the years the
Research Valley, will provide stimulating and creative ambience.
15
company has built up a reputation as a responsible corporate and social citizen. This is amply reflected in the companys record of over 55 years of peaceful and cordial labor relations.
LATEST PRESS NEWS ON MAHENDRA MOTORS , 2007 Mahindra wins Bombay Chamber Good Corporate Citizen Award 2006-07 September 25 Mr. Anjanikumar Choudhari awarded Udyog Rattan - September 20 Mahindra receives the Microsoft Security Strategist Award 2007 - September 17 Mahindra receives the SAP ACE 2007 Award for Customer Excellence September 10 Logan Drivethon takes Chandigarh by storm - September 3 M&M posts 10% rise in tractor exports in August - September 3 Logan clocks sales of 2252 units in August - September 3 Mahindra Finance wins the coveted Pioneer Award - August 31 Mahindra receives the Amity HR Excellence Award - August 28 Anita Arjundas appointed COO of Mahindra Gesco - August 23 Mahindra Finance launches customer awareness campaign - August 21 Mahindra commemorates the rolling out of its 2 millionth vehicle - August 14 Mahindra Systech at International Motor Show, Frankfurt - August 13 Mahindra Tractors gifts farmers a freedom week - August 13 Anand Mahindra honored with Most Inspiring Leader of the Year award - August 10 -
16
M&M automotive domestic sales in August zoom 34.3% - August 3 Automartindia is now FirstChoice - August 2 M&M automotive sales cross the 2,000,000 threshold - August 1 Logan becomes category leader with sales of 2890 units in July - August 1 Mahindra posts 18 percent rise in tractor exports in July - August 1 Mahindra & Mahindra Conference Call on July 31, 2007 - July 31 Mahindra Group Q1 Turnover up by 40.7 percent - July 30 Unaudited Financial results for the quarter ended June 30 - July 30 Annexure to the Quarterly Results Q1 F-2008 Released on 30th July 2007 - July 30 Swaraj Engines Limited Financial Results - Q-1 2007-08 - July 27 Kerala Police to deploy 140 new Bolero Invaders - July 26 PTL Financial Results - Q1 (2007-08) - July 26 Mahindra Gesco Q1 PAT up 261 percent at Rs 12.20 Crore - July 24 Mahindra Finance Q1 PBT up 21% to Rs 32.25 Crore - July 23 Tech Mahindra Q1 net up 59 percent - July 19 Punjab Tractors Limited announces Board level changes - July 14 AT&T Chairman and CEO visits Tech Mahindra and dedicates R&D centre at Bangalore - July 12
Mahindra Renault launches Logan 1.6 GLX, 1.5 dCi DLX in Kolkata - July 10 Mahindra Alfa Customer Interface Initiative a huge success - July 6 M&M Board Meeting - July 5 Club Mahindra takes to the lagoon with its Backwater Retreat - July 4
17
Tech Mahindra to set up Centre of Excellence for business service delivery at Belfast - June 29
Mahindra, Shell mark breakthrough in Pre-feasibility Study on Hydrogen-based Transportation in Indi - June 28
Mahindra GESCO launches Mahindra Royale at Pimpri - June 26 Mahindra Shaan wins International Award for Outstanding Innovation - June 21 Anand Mahindra receives Entrepreneur of the Year award - June 19 Scorpio Lx - Great Entry Level CRDe Loaded With Features - June 15 Naya Mahindra Shaan Makes Heads Turn Everywhere it Goes - June 13 Tech Mahindra Unveils Social Vision with Launch of Tech Mahindra Foundation June 13
Mahindra Wins Golden Peacock Eco Innovation Award for Bijlee - June 13 Bristlecone names Sankha Bhowmick VP of Human Capital Management - June 13 Mahindra Launches Much-Anticipated Pik-Up in Australia - June 6 Mahindra and A.N. College, Patna celebrate World Environment Day - June 5 Mahindra Farm Equipment Sector is All-India Star Performer in Exports - June 4 FES Introduces First Ever Mobile Soil Testing Facility in Indian Tractor Industry June 4
Mahindra and Mitrashray join hands to create a better environment - June 4 Mahindra Renault Logan clocks sales of 2786 units in May - June 1 Mahindra Automotive sales zoom 49.5 percent - June 1 IMRB ranks Scorpio an Olympic brand - May 30
18
Mahindra Group Revenues touch USD 4.5 bln - May 28 Annexure to the Annual Results F07 - May 28 M&M F2007 Results Headlines - May 28 Audited financial results for the year ended March 31st, 2007 - May 28 Mahindra Renault Logan receives great response - May 24 MUWCI celebrates Ninth-year Graduation Day - May 24 Entries open for Mahindra Great Escape in Siliguri - May 21 Sun Microsystems and Tech Mahindra announce strategic alliance on IPTV services May 14
Tech Mahindra FY 07 Revenues up 136 percent - May 7 Mahindra and Mahindra Ltd. - Board Meeting - May 4 Tech Mahindra wins Award for Outstanding Achievement - April 25 Mahindra Finance Q4 PBT up 28 per cent to Rs 88.60 Crore - April 24 MHRIL extends its reach to Uttar Pradesh - April 24 Global Vehicles, USA displays the first Indian manufactured automobiles to be sold in US - April 19
Mahindra Tractors Mobile Medical Van Benefits over 2800 in City - April 13 FES mobile medical van press note - April 13 Tech Mahindra Unveils New Brand Positioning - April 3 Mahindra Renault Launches Logan - April 3 Mahindra Posts 22 percent Rise in Tractor Sale - April 2 Mahindra Automotive Sales Shoot up 25.8 percent - April 2
19
Mahindra Intertrade inaugurates world class blanking line facility at Nashik March 29
Mahindra drives into North Africa - March 29 Mahindra showcases international vehicle range at Belgrade Motor Show - March 22 M&M Board Approves Interim Dividend - March 22 Conference Call on acquisition of Punjab Tractors Friday, March 16 2007 at 1400 hours - March 15
Conference Call on acquisition of Punjab Tractors Friday, March 16 2007 at 1400 hours - March 15
Mahindra agrees to acquires 43.3% stake in Punjab Tractors Ltd. - March 8 New Bolero Launched at Rs 4.58 lakhs - March 2 Work begins on Mahindra World City, Jaipur - March 2 M&M automotive sales up 19.2% in April-February - March 1 M&M posts 23% rise in tractor sales in April-February - March 1 Tech Mahindra and Tazz networks to Accelerate the Creation and Delivery of NextGen IP Services - February 27
Mahindra, Renault, Nissan announce Chennai as location for new facility February 26
Mahindras Signature Scorpio for Mahendra Dhoni - February 26 Jodhpur Great Escape Showcases the Mahindra Drive to Outperform - February 17 Mahindra Keeps its Date with Auto Passion - February 13 National Aerospace Laboratories Signs Development Agreement With Mahindra -
20
February 9 Mahindra Defence Systems to Supply Revolutionary Aero Surveillance Capability to India - February 8 Mahindra Flags Off Asias First 100 Percent Bio-diesel SUV - February 7 Scorpio Records Highest Ever Sales - February 2 MM Tractor Sales Rise 13 percent in January 2007 - February 2 Mahindra Group Net Doubles in Q3 F2007 - January 31 Tech Mahindra Partners with Microsoft Connected Services Sandbox - January 30 Mahindra Consolidates European Presence - January 29 The All New Mahindra Scorpio awarded the Golden Peacock - January 23 Mahindra Finance Q3 Net Up 59 percent to Rs 26 Crore - January 24 Tech Mahindra Accesses the World with Evolved Networks - January 22 Anoop Mathur Appointed Senior Advisor in Mahindra - January 19 Tech Mahindra to Expand its Expertise Across Handset Market - January 19 Tech Mahindra Q3 net up 122 percent - January 18 Mahindra Revises Price for Scorpio and Bolero Range - January 17 Mahindra to Set up Commercial Vehicle Plant in Maharashtra - January 16 Tech Mahindra to Set up Software Development Centre at Hyderabad - January 11 Mahindra Automotive Sales up 39.5 per cent in December - January 2 Mahindra Tractors Sales Rise 22 per cent in December - January 2
21
PRODUCT PROFILE
The
Market Leaders of Tractors in India-
Mahindra and Mahindra Ltd., Farm
Equipment Sector of the Mahindra Group brings to you MahindraKisanMitra.com, a place for the Indian farmers to voice their achievements, solve the problems and access a whole lot of information. It brings the world to your doorstep
keeping you ahead with technology.
Farm Equipment Sector produces the widest range of tractors and tractor implements to suit the varied needs of farmers world over. Different tractor models cover diversified market segments from 25 HP to 60 HP tractors. Mahindra is recognized as a powerful symbol of productivity and unparalleled performance. It is the Market Leader and at the helm of the Indian Tractor Industry.
Mahindra - 275
Mahindra Sactor Shaan
22
235 DI
245 DI 2pc
Sarpanch 475 DI
23
Arjun Ultra1 605 DI
Sarpanch 595 DI Super Turbo
24
Mahindra Sactor SHAAN
Engine specifications Make and Model Mahindra MDI 1365 Horse Power 25 H.P. Category Bore and Stroke 88.9 x 110 mm No of Cylinders 2 Cubic Capacity 1360 cc Rated Speed 2400 rpm Air Cleaner To minimize dust intake, the tractor is provide with a 3 stage air-cleaning system comprising of: 1) Paper element 2) Oil Bath Cooling System Water Cooled. Clutch Heavy duty single dry plate. Transmission No. of Gears: 8 forward, 2 reverse with high and low selector lever. Electrical Starting and Lighting 12V Battery, Starter motor, Alternator with built in Regulator, Head Lights, Rear Brake Lights, Parking Lights, Turning Lights, Plough Lamp, Fuse box, Registration Lamp, Tail Lamp and Hazard warning lamp. Brakes Foot-operated, totally enclosed, self energizing, mechanical double disk brakes. Latch provided for joining brake pedals together for road work. A hand operated toggle lock type parking brake provides additional safety. Hydraulic System Independent fully live hydraulic pump, 2 lever control. CAT II, three point linkage with 25
adjustable outside check chains. Power Take Off Standard 6 Spline P.T.O. 540 PTO rpm Instrumentation Oil pressure gauge, Ammeter, Water temperature gauge, RPM cum Hour meter and fuel gauge, Turn signal indicator, Battery charging indicator, Flasher unit on the dashboard, Starting switch, Fuel shutoff knob and Hazard switch. Tractor Weight Standard weight of the tractor: 1800 kgs. (approx) Tyres and Wheels Front - Standard: 5.00 - 15 Rear - Standard: 9.5 - 24 Standard Features

Built-in Trolley. Adjustable driver seat. High Road speed
The Policy of the Company is to continuously improve upgrade the product and hence the specifications are subject to change without prior notice.
26
Mahindra 235 DI Airflow
Engine specifications Make and Model Mahindra MAC E 1735 Horse Power 25 H.P. Category Bore and Stroke 127 x 137 mm No of Cylinders 1 Cubic Capacity 1735 cc Rated Speed 1650 rpm Air Cleaner To minimize dust intake, the tractor is provide with a 3 stage air-cleaning system comprising of: 1) Cyclonic pre-cleaner 2) Paper element 3) Oil Bath Cooling System Air Cooling by blower fan. Clutch Heavy duty single dry plate. Transmission No. of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated differential Lock is provided as a standard fitment. Electrical Starting and Lighting 12V Battery, Starter motor, Alternator with built in Regulator, Head Lights, Rear Brake Lights, Parking Lights, Turning Lights, Plough Lamp, Fuse box, Registration Lamp, Tail Lamp and Hazard warning lamp. Brakes 27
Make and Model Mahindra MAC E 1735 Foot-operated, totally enclosed, self energizing, mechanical double disk brakes. Latch provided for joining brake pedals together for road work. A hand operated toggle lock type parking brake provides additional safety. Hydraulic System Independent fully live hydraulic pump, 2 lever control. CAT II, three point linkage with adjustable outside check chains. Power Take Off Standard 6 Spline P.T.O. 540 PTO rpm Instrumentation Oil pressure gauge, Ammeter, Water temperature gauge, RPM cum Hour meter and fuel gauge, Turn signal indicator, Battery charging indicator, Flasher unit on the dashboard, Starting switch, Fuel shutoff knob and Hazard switch. Tractor Weight Standard weight of the tractor: 1820 kgs. (approx) Tyres and Wheels Front - Standard: 6.00 - 16 Rear - Standard: 12.4 - 28 Standard Features

Wider fender seats. Adjustable driver seat.
28
Mahindra 245 DI 2pc

Engine specifications Make and Model Mahindra M 1797 Horse Power 26 H.P. Category Bore and Stroke 102 x 110 mm No of Cylinders 2 Cubic Capacity 1797 cc Rated Speed 2000 rpm Air Cleaner To minimize dust intake, the tractor is provide with a 3 stage air-cleaning system comprising of: 1) Cyclonic pre-cleaner 2) Paper element 3) Oil Bath Cooling System Water Cooled. Clutch Heavy duty single dry plate. Transmission No. of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated differential Lock is provided as a standard fitment.Optional CRPTO with dual clutch. Electrical Starting and Lighting 12V Battery, Starter motor, Alternator with built in Regulator, Head Lights, Rear Brake Lights, Parking Lights, Turning Lights, Plough Lamp, Fuse box, Registration Lamp, Tail Lamp and Hazard warning lamp. Brakes Foot-operated, totally enclosed, self energizing, mechanical double disk brakes. Latch provided for joining brake pedals together for road work. A hand operated toggle lock type parking brake provides additional safety. Hydraulic System 29
Independent fully live hydraulic pump, 2 lever control. CAT II, three point linkage with adjustable outside check chains. Power Take Off Standard 6 Spline P.T.O. 540 PTO rpm Instrumentation Oil pressure gauge, Ammeter, Water temperature gauge, RPM cum Hour meter and fuel gauge, Turn signal indicator, Battery charging indicator, Flasher unit on the dashboard, Starting switch, Fuel shutoff knob and Hazard switch. Tractor Weight Standard weight of the tractor: 1740 kgs. (approx) Tyres and Wheels Front - Standard: 6.00 - 16 Rear - Standard: 12.4 - 28 Standard Features

Wider fender seats. Adjustable driver seat.
Mahindra Sarpanch 475 DI Engine Specifications Make and Model Mahindra MDI-2385 Horse Power 42 H.P. Category Bore and Stroke 88.9 x 96 mm
30
No of Cylinders 4 Cubic Capacity 2384 cc Rated Speed 2300 rpm Air Cleaner To minimize dust intake, the tractor is provided with a 3 stage air cleaning system comprising of: 1) Cyclonic pre-cleaner 2) Paper element 3) Oil bath Cooling System Water cooled. Clutch Heavy duty single dry plate. Transmission No. of Gears : 8 forward, 2 reverse with high-low selector lever. Foot operated Differential Lock is provided as a standard fitment. Optional : CRPTO with dual clutch. Electrical Starting and Lighting 12V Battery, Starter motor, Alternator with in-built regulator, Head Lamp, Rear Brake Lights, Parking Lights, Turning Lights, Plough Lamp, Fuse box, Registration Lamp, Tail Lamp and Hazard warning lamp. Brakes Foot-operated, totally enclosed, self energizing, mechanical double disc brakes. Latch provided for joining brake pedals for road work. A hand operated toggle lock type parking brake provides additional safety. Hydraulic System Independent, fully live hydraulic pump, 2 lever control, CAT II, three point linkage with adjustable outside check chains. Power Take Off Standard 6 spline P.T.O. 540 PTO rpm. Instrumentation Oil pressure gauge, Combination switch, Volt meter, Water temperature gauge, rpmcum-hour meter, Fuel gauge, Battery charging indicator, Flasher unit on the dashboard, Starting switch, Fuel shutoff knob and Hazard switch. Tractor Weight Basic with all liquid reservoirs full, 3 point linkage, Regular P.T.O. and standard wheel : 1780 kgs (approx). Tyres and Wheels
31
Front - Standard : 6.00 x 16 Rear - Standard : 12.4 x 28 Standard Features

Fenders seats as standard accessory. Adjustable driver seat. Rear view mirror.
Mahindra Sarpanch 585 DI
Engine Specifications Make and Model Mahindra MDI-3000 B Horse Power 50 H.P. Category Bore and Stroke 88.9 x 101.6 mm No of Cylinders 4 Cubic Capacity 2523 cc Rated Speed 2600 rpm Air Cleaner To minimize dust intake, the tractor is provide with a 3 stage air-cleaning system comprising of: 1) Cyclonic pre-cleaner 2) Paper element 3) Oil bath Cooling System Water cooled. Clutch Heavy duty single dry plate. Optional: Dual clutch with CRPTO.
32
Make and Model Mahindra MDI-3000 B Transmission No. of Gears : 8 forward, 2 reverse with high and low selector lever. Foot operated differential lock is provided as a standard fitment. Tractor Weight Standard weight of tractor 1900 kg (approx). Electrical Starting and Lighting 12V Battery, Starter motor, Alternator with in-built regulator, Head Lamp, Rear Brake Lights, Parking Lights, Turning Lights, Plough Lamp, Registration Lamp. Brakes Independently foot-operated, totally enclosed, self energizing, mechanical double disc brakes. Latch provided for joining brake pedals for road work. A hand operated toggle lock type parking brake provides additional safety. Hydraulic System Independent, fully live hydraulic pump, 2 lever control, CAT II, three point linkage with adjustable outside check chains. Power Take Off Standard spline P.T.O. 540 PTO rpm. Instrumentation Oil pressure gauge, Ammeter, Water temperature gauge, RPM- cum-Hour Meter, Fuel gauge, Turn signal indicator, Battery charging indicator and Flasher unit on the dashboard, Starting switch, Fuel shutoff knob, Hazard switch. Tyres and Wheels Front - Standard : 6.00 x 16 Rear - Standard : 12.4 x 28 Standard Features

Wider fender seats. Adjustable driver seat. Rear view mirror.
BASIC AGRI IMPLEMENTS
33
The Implement Division of the Farm Equipment Sector produces a wide variety of implements to be used for various farming operations and in different soil conditions. The tough and robust construction is coupled with the best of designs.
Reversible Plough
Mounted Offset Disc Harrow
Disc Plough
Spring Loaded Cultivators
Rigid Tine Cultivators Advance Agri Implements
Tractor Mounted Harvester Combine
Paddy Transplanter
Tractor Mounted Vertical Conveyor Reaper
Tractor Mounted Sugarcane Planter
34
Potato Planter
Potato Digger
Rotary Tiller Earth Moving and Construction Equipment -
Straw Reaper
Front End Dozer Attachment
Front End Loader Attachment FEL-60
CHAPTER-II REVIEW OF LITERATURE

Definition of Marketing Philip Kotler has rightly remarked Marketing is analysis of, organizing, planning and controlling of the firms customer impinging resources policies activity with a view of satisfying the needs and wants of chosen customer groups at a profit. Marketing is a societal process by which individual and groups obtain what they need and want through
35
creating, offering and freely exchanging products and services of value with others
Marketing management It is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and service to create exchanges that satisfy individual and organization goals. E.g. When Sony designed its walkman, when Nintendo designed a superior video camera, and when Toyota introduced its Lexus automobile, these manufacturers where swamped with orders because they had designed right product based on careful marketing homework.
Consumer Behaviour Consumer and his behaviour ,according to Markin are a function of what he is ; what he has been ;what others around him are doing ,thinking and talking about; what he has witnessed ,experienced and felt; his expectation about today and tomorrow; and for that matter nearly everything else constraining his environment.
The consumer is defined by his choice and it is very difficult to understand his choices .His choices are like riddles and also subtle and complex.
Importance and Need of Marketing The aim of marketing is to meet and satisfy target customer has needs and wants. However knowing customers is never simple. Customers may state their needs and wants but act otherwise. They may not be in touch with their deeper motivations. They
36
may respond to influences that change their mind at the last minute. Nevertheless, marketer must study their target customers wants, perceptions, preferences, and shopping and buying behaviour. Such study will provide clues for developing new products, product features, prices, channels, messages, and other marketing mix elements. This project will explore the buying dynamics of consumers, and will explore the buying dynamics of business buyers.
The consumer market buy goods and services for personal consumption. It is the ultimate market for which economic activities are organized, in analyzing a consumer market, one need to know the occupants, the objects, and the buyers objectives, organisation, operation, occasions and outlets.
TYPES OF BUYING BEHAVIOUR o Complex Buying Behaviour Consumer comes under this category when they are highly involved in a purchase and aware of significant differences existing among brands. o Dissonance Reducing Buyer Behaviour Consumer comes under this category when they are highly involved in purchase, but seeks little difference in brands.
o Variety Seeking Buying Behaviour Consumer under this category when they are less involved in purchase, but seeks significant brand differences
37
o Habitual Buying Behaviour Under this, the consumer has neither involvement nor brand differences in the product.
o Buyer Motives Buying motives are defined as, those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods and services.
Decision Making of Adoption Process This process consists of a process or steps beginning with a fest need or want arising from either, internal external services and termination with a confirmation of decision. The need any be an urgent or compelling one, demanding immediate satisfaction, or it may be one for which the satisfaction can be delayed or postponed.
According to Saibert, there are five recognized steps or stages. Pre decision stage (external influences) Decision stage (internal influences) Post decision stage (buying or not buying the product again)
Decision making process in buying This process consists of five stages. Problem Recognition
38
The buying process starts with the buyers recognizing a problem or need. The buyer senses a difference between his or her actual state and desired state. The marketer should research consumers to find out what kinds of felt needs or problems arouse, what brought them about, and how they led to this particular product.
o Identification of Alternatives The consumer should know that different alternatives and products are available so that the needs could be satisfied in a better way.
o Evaluation of Alternative Having identified the various alternatives, the consumer must each alternative. His past experience and his attitudes towards various brands or opinion at the members of his family would enable him to evaluate the various alternatives.
o Purchase Decision At this stage consumer should decide whether the product will satisfy his or her needs. For this he will consider the product type, brand, price, quality or colour.
o Post Purchase Behaviour Buyers feelings and evaluation after the sales are significant for the marketing management because they can influence repeat sales and also influence what the buyer tells others about the product of brand.
39
Factors Influencing Consumer Behaviour It is important for a marketer to understand all these variables so as to know why consumer behaves in manners he / she does and how he is influenced. One of the best ways to get an explanation of this behaviour is to study the various factors influencing consumer behaviour.
o Cultural Factors The broadest and deepest influence on consumer behaviour is cultural factors such as buyers culture, sub-culture and social class identification. Social classes show distinct product and preferences in such areas as clothing, home furnishing, leisure activities and automobiles.
o Social Factors Consumers behaviour is also influenced by social factors such as consumers reference groups, family and social roles and statuses. A persons reference groups that have a direct or indirect influence on the persons attitudes. Family is also one factor which affects consumer behaviour to a certain extent. Peoples tastes in clothes, furnitures, etc. are also changed according to their age.
o Psychological Factors A persons buying choices are also influenced by four major psychological factors motivation, perception, learning and beliefs and attitudes.
40
o Personal Factors A buyers decisions are influenced buy personal outward characteristics. It includes age, occupation, finance, standard of living, personality and self concept.
o Consumer Behaviour and Consumption Behaviour Consumer behaviour relates to an individual person where as consumption behaviour relates to the mass or aggregate of individuals. The study of consumer behaviour always focuses and the decision process of the individual consumer or consuming unit, such as the family. It includes all the efforts to describe and explain one or more acts of choice either at a given time or over a period of time. In contrast, the study consumption behaviour is concerned with the description and explanation of the behaviour is concerned with the description and explanation of the behaviour aggregates of consumers or consuming units, again at a given time or over a period of time. Consumption is also shaped by the stage of the family life cycle, marketers often define their target markets as certain life cycle groups and develop appropriate products and marketing plans.
Attitude Attitudes are one of the most heavily researched concepts in consumer behavior. According to Gordon Allports classic definition, attitudes are learned predispositions to respond to an object (Allport 1935). More recent perspectives view attitudes as a summary construct that represents an individuals overall feelings toward or evaluation of an object (Zajonz, Markus 1982). Consumers hold attitudes toward a variety of objects that are important to marketers, including individuals (celebrity endorsers such as Denis Rodman or
41
Michael Jordan), brands (Cheerios, Kix), companies (Texaco, Microsoft), product categories (beef, pork, tuna), retail stores (Kmart, Sears), or even advertisements (the Energizer bunny ads).
Attitudes are important to marketers because they theoretically summarize a consumers evaluation of an object (or brand or company) and represent positive or negative feelings and behavioral tendencies. Marketers keen interest in attitudes is based on the assumption that they are related to consumers purchase behavior. Considerable evidence supports the basic assumption of a relationship between attitudes and behavior (Achenbaum 1970). The attitude-behavior link does not always hold; many other factors can affect behavior (Wells 1985; Ajzen, Fishbein 1977). Nevertheless, attitudes remain very important to marketers. Definition and Concept of Customer Satisfaction Customer satisfaction is the best measure for quality. Researcher realizes that satisfaction is determined by how closely experience with a product meets or exceeds a customers expectations. Customer satisfaction is to be the basic modern marketing concept, then we are constrained to find a contradiction between the research studies indicating its adoption and implementation, on the one hand, and Consumer dissatisfaction and the wave of Consumerism sweeping the USA, the birth place of the concept, on the other. However, this dichotomy also focuses attention on the most crucial problem in operating arising the marketing concept. It relates to identifying and quantifying Consumers expected and
42
attained value satisfactions. The former involves identification and quantification of the needs which Consumers expect a company to serve while the latter involves development of indicators of Consumer needs when related to the satisfaction part poses problem in terms of the time lag between the knowledge of need and product delivery because of the volatile nature of Consumer behaviour, particularly in respect of non-basic needs. The best of management intentions and efforts are neutralized when a product-package produced according to Consumer needs identified at one point of time and delivered at another point and time does not fully match the Consumer requirements. This may breed some degree of Consumer dissatisfaction. One more problem that management faces is in terms of finding out such indicators of Consumer satisfaction attained which can be identified, isolated and attributed to the product mix of the company. Satisfaction is often a subjective phenomenon and depends on the Consumer state and mind both at the time of purchase and more importantly at the time of consumption. Following are some of the operational and policy characteristic, which qualify a company for the ideal. Study Consumer and customer needs so as to modify or argument the resources (raw material, production capacity and facility or distribution network) so that customers can be better served. Expansion of the range of services and benefits to customers so that what cannot be easily or quickly changed in say, the basic material (automobile service stations) can at least be augmented by truly customer benefiting peripheral services that makes it easier and more beneficial for customers to do business with the company.
43
Stipulation of tie-in arrangements with manufacturers of other products and services so as to provide companys customers with a complete system of benefits, one of which is derived by companys product.
Argumentation of the generic product is by helping customers not only with the technical services but also with their other relevant problems, such as forecasting salesterritory planning, sales incentives programme, and logistical planning.
Making all company communications integrated, so as to give the company an instant identify leading to instant recognition of the company and its products by the customer.
Developing long-term (at least five year) plans and adoptive strategies based on an analysis and interpretation of the internal and external environment.
Some of the Definition for Customer Satisfaction 1.Fulfillment of a need or want. - Websters Dictionary satisfaction may conflict
2.One apparent reason is that the attempt to provide customer directly with the most basic operational
goal of the business to earn a satisfactory
rate of return to its share holders investments. 3.It (company) would simply put out the best product and services in the world and price it below cost. Thereby it would create would also be out of business. substantial customer satisfaction-but it
- Philip Kotler enhancement of the profit
4.Maximum lore Lange corporate profits and the planned 44
position of the firm.
45
METHODOLOGY
OBJECTIVES OF THE STUDY
Primary Objectives 1.To study dealers and consumers attitude towards Mahindra Tractors in Salem district. 2. To analyze the market share of the Mahindra Tractors.
Secondary Objectives 1.To study the socio-economic background of the customers. 2.To study the effectiveness of the distribution network. 3.To study the brand preference of customer. 4.To study the satisfaction level of customer. 5.To identify the factors influencing the purchase decision. 6.To make recommendations for formulating an effective marketing strategy
46
SCOPE OF THE STUDY

The present research study has a very wide scope. It covers various aspects it is useful in several ways to various people. 1It helps to find out the expectation of Customers in Mahindra Tractors.
2It shows how the consumer perceives Mahindra Tractor.
3It helps them to improve the quality of the Mahindra Tractors.
4It helps them to implement certain promotional activities to promote sales.
It helps the manufacturer to know what the current trend is and what are the tastes and preference of consumer and accordingly they could make changes in their products.
47
LIMITATIONS OF THE STUDY
1. The time factors were the major constraints because of which the researcher could not collect more data in a short period. 2. Few respondents took much time to answer the questionnaire. 3. The research had to undergo several hardships in the process of data collection the process of data collection itself was a very tedious one. 4. The research had to go to several places to collect the data. 5. The researcher had difficult with most of the respondents who were not willing to co-operate with the study, as they were busy with their work. 6. Moreover, the study is restricted to Salem district only due to time and cost factor.
48
RESEARCH HYPOTHESIS
1.The age has a direct influence with the brand preference.
2.There is a significance association between occupation and brand preference.
3.The educational qualification has an association with brand wise ownership of the customers.
4.There is a significant association between an annual income and brand preference of their brands.
5.There is a significant association between the native place of the respondents and their brand preference.
49
RESEARCH METHODOLOGY
A good research work requires a clear scientific methodology because only
through the application of correct methodology in selection of sampling techniques, appropriate tools of data collection etc; problem so that well founded conclusion can be drawn on the phenomenon under consideration. Nature of data The study was based on survey method. The theme of the study is to find out the dealers and customers attitudes towards Mahindra tractors in Salem district The study is based on primary data. 1. Sources of Data 1.1. 1.2. 1.1. Primary Data Secondary Data
Primary data
Primary data are those data that are collected a fresh for the first time and that original in nature. The primary data is collect through questionnaire. 1.2 Secondary data Secondary data are those data that have been collected by some one else and which have already been passed through the statistical process. Secondary data here has been collected from company profile, product profile of the company, newspapers, magazines and general discussion with company per channels. 2. Sample size Samples were collected from employees and workers in which the total sample size of both is 200.
50
3. Sample design A sample design is a definite than for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample ie., the size of the sample. Same design is determined before data are collected. There are many sample designs from which a researcher can choose.
Convenience sampling
The sample units are selected according to the convenience of the investigator or researcher. A sample obtained from per month customer and temporary consumers who have previous dealing with the dealers and company. It is one in which he only criterion for electing the sampling unit is the convenience of the samples. 4. Research Design Research design constitutes the blue print of collection, measures and analysis of data. In specific terms, a research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research prose with economy in procedure. Descriptive Research Design Descriptive research studies are those studies, which are concerned with describing the characteristic of a particular individual, or of a group. And studies concerned with specific predictions, with narration of facts and characteristics concerning individual, group or situation are all examples of descriptive research studies. 5. Questionnaire Design For the purpose of the survey, a structured questionnaire was prepared and distributed to the customers and dealer and sub dealers in and around Salem district to
51
study the dealers and customers attitudes towards Mahindra tractors
6. Pilot Study The questionnaire was prepared and a pilot study was conducted before starting the main study. The major aims of this study are: (i) To ascertain whether the questions are easily understandable to the respondents and are in the proper order. (ii) To know whether the questionnaire is effective in collecting for necessary data. (iii) To know whether any organisation is needed in the questionnaire. On scrutinizing it was found that a new questions were not relevant and so they were deleted and few new questions were added which were founded to be important. 7. Analytical Tools The data collected were edited, coded and processed. Percentage technique is used in order to simplify the figure for diagrammatic representation and the following technique are used to analyze the collected data and information. * Percentage Analysis Percentage analysis is mainly used for diagrammatic representation because it rounds the survey and number of respondents taken for sample. * Chi-Square Analysis The chi-square test is an important test among the several teats of significance developed by statisticians. Chi-square, symbolically written as 2 is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. As a non-parametric test, it can be used to determine if the categorized data shows dependency or the two classifications are independent. It can also be used to make comparison between theoretical population and actual data when categories are used. Thus, chi-square test is applicable in large number of problems. The test is, infact, a technique through the use of which it is possible for all researchers to (i) Test the goodness of fit
52
(ii) Test the significance of association between two attributes (iii) Test the homogeneity or the significance of population variance
CHAPTER- IV
ANALYSIS AND INTERPRETATION
ANALYSIS OF CUSTOMERS Table - 1 DISTRIBUTION OF RESPONDENTS BY AGE Age Up to 20 21 30 31 40 41 and Above Total Inference It is inferred from the above table that 36percent of the respondents are from the age group of 21 30, 29 percent of the respondents are from the age group of 31 40, 19 percent of the respondents are below 20 years and the remaining 16 percent of the respondents are from above 41 years. No. of Respondents 38 72 58 32 200 Source: Primary data 100 Percentage 19.0 36.0 29.0 16.0
53
Chart - 1 AGE OF THE RESPONDENTS
40 36 35 30 25 Percentage 20 15 10 5 0 Upto 20 21 - 30 Age 31 - 40 Above 40 19 16 29
54
Table - 2
DISTRIBUTION OF RESPONDENTS BY SEX
Sex Male Female Total Inference
No. of Respondent 126 74 200 Source: Primary data
Percentage 63.0 37.0 100
It is inferred from the above table that majority 63 percent of the respondents are males and the remaining 37 percent of the respondents are females.
55
CHART NO. - 2 DISTRIBUTION OF RESPONDENTS BY SEX
37% Male Female 63%
Table - 3 DISTRIBUTION OF RESPONDENTS BY MARITAL STATUS
Marital Status Married Unmarried Total Inference
No. of Respondents 180 20 200 Source: Primary data
Percentage 90 10 100
It is inferred from the above table that the majority 90 percent of the respondents are married and only 10 percent of the respondents are unmarried.
56
CHART NO. -3 DISTRIBUTION OF RESPONDENTS BY MARITUAL STATUS
10%
Married Unmarried
90%
Table - 4 DISTRIBUTION OF RESPONDENTS BY EDUCATIONAL QUALIFICATION
57
Educational Qualification
No. of Respondents
Percentage
Professional
67
33.5
P.G.
53
26.5
U.G.
48
24.0
Schooling Total
32 200 Source: Primary data
16.0 100
Inference It is inferred from the above table that 33.5 percent of the respondents are professionals, 26.5 percent of the respondents are P.G.s, 24 percent of the respondents are degree holders and the remaining 17 percent of the respondents are school students.
58
Chart-4 Distribution of Respondents by Educational Qualification 40 35 30 25 20 15 10 5 0 Professional P.G. U.G. Schooling

Educational Qualification
Percentage
59
Table - 5
DISTRIBUTION OF RESPONDENTS BY MONTHLY INCOME
Monthly Income
No. of Respondent
Percentage
Up to 5000
35
17.5
5001 10000
51
25.5
10001 15000
53
26.5
Above 15000 Total Inference
30.5 100
It is inferred from the above table that 30.5 percent of the respondents are earning above Rs.15000 per month, 26.5 percent of the respondents are earning between Rs.10001 and 15000, 25.5 percent of the respondents are in the earning group of Rs.5001 10000 and the remaining 17.5 percent of them are earning up to Rs.5000.
60
Chart - 5 Income Wise distribution of Respondents

35
30
25
20 Percentage
15
10
0 Up to 5000 5001 10000 10001 15000 Above 15000
Monthly Income
61
Table - 6 DISTRIBUTION OF RESPONDENTS BY FAMILY TYPE Family Type No. of Respondent Percentage
Joint Family Nuclear Family Total Inference
160 40 200 Source: Primary data
80.0 20.0 100
It is inferred from the above table that the majorities (80%) of the respondents are from Joint family system and only 20 percent of the respondents are from nuclear family system.
62
CHART NO - 6 DISTRIBUTION OF RESPONDENTS BY FAMILY TYPE
20%
Joint Family Nuclear Family
80%
Table - 7 DISTRIBUTION OF RESPONDENTS BY NATIVE Native No. of Respondents
Percentage
Urban
34
17.0
Rural
108
54.0
Semi Urban Total
29.0 100
Inference It is inferred from the above table that 54 percent of the respondents are from rural background, 29 percent of the respondents are from semi urban background and the 63
remaining 17 percent of them are from urban backgrounds.
64
Chart No.7 Distribution of Respondents by native

60
50
40 Percentage
30
20
10
0 Urban Rural Native Semi Urban
65
Table - 8 DISTRIBUTION OF RESPONDENTS BY HOW DO YOU KNOW ABOUT THIS BRAND How Do you Know about this brand No. of Respondents Percentage
Sales Representative
35
17.5
Show Room
68
34.0
Advertisement
59
29.5
Friends / Relatives 38 Total 200 Source: Primary data Inference
19 100
It is inferred from the above table that 34 percent of the respondents are aware of the brand through show room, 29.5 percent of the respondents know the brand through advertisement, 19 percent of the respondents know the brand through friends and relatives, 17.5 percent of the respondents know the brand through sales representative respectively.
66
CHART-8 DISTRIBUTION OF RESPONDENTS BY HOW DO YOU KNOW ABOUT THIS BRAND 35 30 25 Percentage 20 15 10 5 0
Re pr es en ta tiv e tn m er tis em R ow Fr ie nd oo s
34 29.5
17.5
19
Sa le s
How the brand was known
67
Ad v
Sh
Table - 9 DISTRIBUTION OF RESPONDENTS BY IMPORTANT FACTORS BEFORE BUYING MAHINDRA TRACTOR.
Important Factors
No. of Respondents
Percentage
Brand Name
32
16.0
Price
76
38.0
After Sales Service
68
34.0
Warranty Period Total
12 100
Inference It is inferred from the above table that majority (38%) of the respondents are consider price as the important factor while purchasing Mahindra Tractor. 34 percent of the respondents consider after sales and service, 16 percent of the respondents consider brand name and 12 percent consider warranty period respectively while purchasing Mahindra Tractor.
68
CHART-9 DISTRIBUTION OF RESPONDENTS BY IMPORTANT FACTORS BEFORE BUYING 40 35 30 25 20 15 10 5 0

Pr ic e am e vi ce Se r d Pe ri o N d
38 34
Percentage
16 12
Af te rS
Important Factors
69
W ar ra nt y
Br an
al es
Table - 10 DISTRIBUTION OF RESPONDENTS BY IMPORTANT FEATURES BEFORE BUYING MAHINDRA TRACTOR
Important Features Performance Durability Value Noise Free Low Power Consumption Quality of service Total
No. of Respondents 150 145 150 140 160
Percentage 75.0 72.5 75.0 70.0 80.0 80.0 100
Note: Most of the respondents give equal importance for Performance, Durability, Value, Noise Free, Low Power Consumption, and Quality of service
Inference It is inferred from the above table that majority (80%) of the respondents expect low power consumption and quality of service are the important features while purchasing Mahindra Tractor, 75 percent of the respondents expect the performance and value of the Tractor, 72.5 percent of the respondents expect durability of the Engine.
70
CHART NO. - 10 BUYING MAHINDRA TRACTORS
18%
17%
Performance Durability Value
17%
16%
Noise Free Low Power Consumption Quality of service
15%
17%
71
Table - 11
DISTRIBUTION OF RESPONDENTS BY No.1 BRAND No. 1 Brand Mahindra Ford Kirloskar Eicher TAFE Others Total No. of Respondents 75 35 23 22 20 25 200 Source: Primary data Percentage 37.5 17.5 11.5 11.0 10.0 12.5 100
Inference From the above table it is inferred that majority (37.5%) of the respondents said that Mahindra is the no.1 brand, 17.5 percent of the respondents said that Ford Tractor is the no.1 brand, 11.5 percent of the respondents said Kirloskar, 11 percent of the respondents said Eicher, 10 percent said TAFE and the remaining 12.5 percent of the respondents said other brand of Tractors were no. 1.
72
CHART NO. - 11 DISTRIBUTION OF RESPONDENTS BY NO.1 BRAND
Mahindra Ford Kirloskar Eicher TAFE Others
Table - 12 DISTRIBUTION OF RESPONDENTS BY WHO INFLUENCED YOU TO BUY MAHINDRA TRACTOR Influence Neighbor Sales Representative Dealer Friends and Relatives Total No. of Respondents 12 96 83 9 200 Source: Primary data Inference Percentage 6.0 48.0 41.5 4.5 100
73
It is inferred from the above table that majority (48%) of the respondents influenced by Sales Representative while purchasing Mahindra Tractors, 41.5 percent of the respondents were influenced by the dealer.
74
CHART- 12
DISTRIBUTION OF RESPONDENTS BY WHO INFLUENCED YOU TO BUY MAHINDRA TRACTOR
50 45 40 35 30 25 20 15 10 5 0
nt at iv e hb o D Re l ei g at iv es ur ea le r
percentage
ep re se
75
Fr ie nd s
Sa
le s
an d
Table - 13
DISTRIBUTION OF RESPONDENTS BY WILL YOU SWITCHOVER TO OTHER BRAND Switchover to other Brand Yes No Total No. of Respondents 40 160 200 Source: Primary data Percentage 20 80 100
Inference It is inferred from the above table that majority (80%) of the respondents will not switch over to other brands while purchasing the Mahindra Tractor the next time while 20 percent of the respondents will go for other brands in the next purchase.
76
CHART NO. - 13 DISTRIBUTION OF RESPONDENTS BY SWITH OVER TO OTHER BRANDS
20% Yes No 80%
77
Table - 14 DISTRIBUTION OF RESPONDENTS BY SELECT THE BRAND Brand Ford Kirloskar TAFE Eicher Others Total No. of Respondents 13 7 6 6 8 200 Source: Primary data Percentage 32.5 17.5 15.0 15.0 20.0 100
Inference It is inferred from the above table that majority (32.5%) of the respondents will go for Ford while purchasing the Tractors, 20 percent of the respondents go for Other brands of Tractors, 17.5 percent of the respondents go for Kirloskar Tractors and the remaining go for TAFE and Eicher sharing 15% each for the next purchase.
78
CHART NO. - 14 DISTRIBUTION OF RESPONDENTS BY SELECTING THE BRAND
20%
32%
15% 15% 18%
Ford Kirloskar TAFE Eicher Others
Table - 15 DISTRIBUTION OF RESPONDENTS BY SATISFIED WITH THE AFTER SALES SERVICE After Sales Service Yes No Total No. of Respondents 160 40 200 Source: Primary data Percentage 80.0 20.0 100
Inference It is inferred from the above table that majority (80%) of the respondents are satisfied with the after sales service of the Mahindra Tractors while the remaining 20 percent of the respondents are not satisfied with the sales and service.
79
CHART-15
SATISFACTION REGARDING AFTER SALES SERVICE

No 20% Yes 80%
80
81
Table - 16 DISTRIBUTION OF RESPONDENTS BY WILL YOU RECOMMEND THE BRAND TO OTHERS
Recommend the Brand to Others Yes No Total
No. of Respondents 178 22 200
Percentage 89.0 11.0 100
Source: Primary data Inference It is inferred from the above table that majority 89 percent of the respondents are will to recommend others to buy Mahindra Tractors while the remaining 11 percent of the respondents say that they wouldnt recommend same brand.
82
CHART-16
WILLINGNESS TO RECOMMEND
Yes No
83
STATISTICAL ANALYSIS Chi-Square Analysis

The chi-square test is an important test among the several teats of significance developed by statisticians. Chi-square, symbolically written as 2 is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. As a non-parametric test, it can be used to determine if the categorized data shows dependency or the two classifications are independent. It can also be used to make comparison between theoretical population and actual data when categories are used. Thus, chi-square test is applicable in large number of problems. The test is, infact, a technique through the use of which it is possible for all researchers to (i) Test the goodness of fit (ii) Test the significance of association between two attributes (iii) Test the homogeneity or the significance of population variance Table - 17 ASSOCIATION BETWEEN NATIVE BACKGROUND OF THE RESPONDENTS AND BRAND PREFERENCE Mahindra 16 38 21 Brand Preference Ford Kirloshkar Eicher 10 6 7 27 18 19 8 11 9 Others 5 13 12
Urban Rural Semi urban
2=3.495 df = 8 p < 0.05 Not Significant
Source: Primary data Inference It is inferred from the above table that there is No significant association between
84
the native background of the respondents and their brand preference.
Table - 18
ASSOCIATION BETWEEN OCCUPATION OF THE RESPONDENTS AND BRAND PREFERENCE
Brand Preference Mahindra Private Employee Business man Govt employee Professionals 13 23 11 28 Ford 12 15 9 19 Kirloshkar 7 9 5 12 Eicher 6 6 4 11 Others 7 8 6 9 2=2.072 df = 12 p > 0.05 Not Significant Source: Primary data Inference It is inferred from the above table that there is No significant association between the occupation of the respondents and their brand preference.
85
Table - 19
ASSOCIATION BETWEEN AGE OF THE RESPONDENTS AND BRAND PREFERENCE
Brand Preference Mahindra Upto 20 21 30 31 40 Above 40 17 23 27 8 Ford 14 15 13 13 Kirloshkar 7 12 8 6 Source: Primary data Inference It is inferred from the above table that there is no significant association between the age of the respondents and their brand preference. Eicher 6 9 7 5 Others 9 8 8 5 2=6.991 df = 12 p > 0.05 Not Significant
86
Table - 20
ASSOCIATION BETWEEN EDUCATIONAL QUALIFICATION OF THE RESPONDENTS AND BRAND PREFERENCE
Brand Preference Mahindra Professional P.G U.G Schooling 22 20 19 14 Ford 21 14 14 6 Kirloshkar 12 9 7 5 Eicher 8 7 6 6 Others 9 8 7 6 2=5.612 df = 12 p > 0.05 Not Significant
Source: Primary data Inference It is inferred from the above table that there is no significant association between the educational qualification of the respondents and their brand preference.
87
Table - 21
ASSOCIATION BETWEEN MONTHLY INCOME OF THERESPONDENTS AND BRAND PREFERENCE
Brand Preference Mahindra Up to 5000 5001-10000 10000-15000 Above 15000 13 20 17 25 Ford 10 13 17 15 Kirloshkar 6 7 11 9 Eicher 5 7 7 8 Others 6 9 7 8 2=16.88 df = 12 p < 0.05 Not Significant
Source: Primary data Inference It is inferred from the above table that there is No significant association between the monthly income of the respondents and their brand preference.
88
Table - 22 ASSOCIATION BETWEEN SEX OF THE RESPONDENTS AND BRAND PREFERENCE Brand Preference Kirloshkar Ford 40 15 17 16
Mahindra Male Female 42 32
Eicher 18 9
Others 19 11 2=5.624 df = 4 p < 0.05 Significant
Source: Primary data Inference It is inferred from the above table that there is a significant association between the Sex of the respondents and their brand preference
89
FINDINGS
FINDINGS RELATED TO CUSTOMERS 1 (36%) of the respondents are from the age group of 21 30 2Majority (63%) of the respondents are males 3Majority (90%) of the respondents are married 4(33.5%) of the respondents are studied Professional courses 5 (30.5%) of the respondents are earning Rs.15000 per month 6Majority (80%) of the respondents are from joint family system 7(54%) of the respondents are from Urban background 2 Majority (34%) of the respondents are know the brand through advertisement 3Majority (38%) of the respondents consider price as the important factor while purchasing Mahindra Tractor. 4Majority (80%) of the respondents expect low power consumption and quality of service are the important features while purchasing the Fan. 5Majority (37.5%) of the respondents said that Mahindra Tractor is the no.1 brand. 6Majority (48%) of the respondents were influenced by dealers while purchasing Mahindra tractors. 7Majority (80%) of the respondents will not switch over to other brands while purchasing 90
Mahindra Tractor the next time. 8Majority (32.5%) of the respondents will go for Ford Tractors while purchasing tractors for the next time. 8Majority (80%) of the respondents are satisfied with the after sales service of the MAHINDRA TRACTOR 9Majority (89%) of the respondents were willing to recommend others to buy Mahindra Tractors.
91
FINDINGS RELATED TO THE DEALERS 145 percent of the respondents will Sometimes go to other show room when their preferred brand / model not available in the show room 2All the dealers are expecting margin and company relations while selling Mahindra Tractors. 3Majority (87.5%) of the respondents said that stock availability and quality of sales personal are the important factors for promoting the products 4All the respondents said that the Mahindra Tractor customers are expecting after sales service as the important factor in purchasing the Mahindra Tractors. 5(47%) of the respondents prefer 23 days credit limit from the company 6(87.5%) of the respondents are receiving high price as complaints from the customers.
92
SUGGESTIONS AND RECOMMENDATIONS

1. The working personnel of dealers must try to maintain a healthier and cordial relationship between them.
2. After servicing a Mahindra Tractor, the dealer can provide certain oral or written tips on the maintenance of the Mahindra Tractors.
3. It was a general claim from the customers that certain spare parts are getting duplicated by the dealer while servicing Mahindra Tractor.
4. The company could try to sort the problems raised by the customers.
5. The company can improve on the existing models or introducing new superior models in order to attract who are found to be potential customers for Mahindra Tractors.
6. The company can improve their relationship with the dealers for gaining better sales and services.
7. The company can try to exercise more effective control over their channel intermediaries so as to ensure better quality of service of Mahindra Tractors.
93
8. The company shall introduce effective sales promotional measures for dealers in order to motivate them to offer best quality of service to the customer.
9. The company can try to create a niche market improve the sales of Mahindra Tractors.
10. In a low margin, market with negligible customer brand loyalty dealer relations is the most vital component for market success. Thus Mahindra must seriously consider all dealers demands the most important ingredients of dealer relations is quality of service support and frequency of dealer visits.
11. Mahindras low ratings for service support are major obstacles in smooth dealer relations. The service net work is in effective in the area of survey conducted. The absence of an effective service centre in some of the surroundings has to be tackled immediately in service the support the number of mobile technicians is also important.
12. Mahindra Tractors must have separate schemes for Dealer, Re Distributor and Sub Dealer
13. The present system of shopping billing after 21 days in cash OD is high may be reconsidered as dealers were complaining about the same.
94
14. A close look at the market shows that Eichers as success has been its redistribution strategy in order to widen its existing dealers base Mahindra should purchase the redistribution model to meet the geographical constrains but the existing credits terms must be modified to acquire performance. Inspiteof the fact that Mahindra has to meet its vendor commitments the market reality.
15. Ford, Kirloskar, etc gives up to 60 days credit can not be ignored in case of Redistribution there are two options.
16. Extend the existing credit period from 21 to 42 days. Keeping the credit period constant reimburse the interest charged for delayed payment (from 21 to 45 days).On a half yearly basis. Presently the re distributors spend 12% as interest charge ( 30 days delay @ 18% redistributes costs such as freight sales
commissions etc should be shared on a 50:50 .
17. Dealers have complained that replacement supply is getting delayed. The company must infuse professionalism by paying the dealer an interest charge for delayed replacement delivery.
18. This would improve supply network and also enhance Mahindras image before dealers leading to be better dealer relations. The existing system of charging interest for delayed payment must be persisted to ensure financial discipline.
95
19. The company must keep monitoring indexes such as dealer acquisition ratio and dealer retention rate on a regular basis for all three territories.
20. Mahindra must consider the potential of a lucky draw contest in select towns. Here the companies can leverage Mahindra company products.
21. Customers have shown interest in a fan exchange that this can also be tried selectively in weak markets.
96
CONCLUSION
The researcher study has been undertaken on A study on consumer and dealer attitude towards Mahindra Tractor in Salem district which includes the introduction, company profile, history of Mahindra Tractors and Mahindra Tractor product profile on one part and the next important thing is research and analysis made by the researcher through applying various techniques derived the results by way of analysis, findings and suggestion. The company has developed quality in its brand, which has earned them a good reputation and satisfied a wide range of customers. Presently the marketing strategy does not end with satisfying the customer alone but to retain him and develop business with them. So form the study the main facts has been found out i.e., More concentration towards competitors product, Up the technology and additional package, Increase the number of sub dealers. So once the above suggestions are implemented in practice, it will add sales and goodwill to wards Mahindra Tractor in Salem district
97
BIBILIOGRAPHY
1.
Kothari,C.R. 1989. Research Methodology Methods and Techniques. New Delhi: Wiley Eastern Ltd.
2. 3.
Luthans,F. 1995. Organisational Behaviour. New York: McGraw Hill, Inc. Philp Kotler, 2000. Marketing Management. New Delhi: Prentice Hall of India Private Ltd.
4.
Dr.Rajan Nair, Sanjith.R.Nair. 1998. Marketing. New Delhi: Sultan Chand and Sons.
5.
Ramasamy, V.S, Namakumari.S, 1999. Marketing Management. New Delhi: MacMillan India Ltd.
6.
Rao, K.V. 1993. Research Methodology in Commerce and Management. New Delhi: Sterling Publishers Private Ltd.
7.
Varshney,R.L., Gupta,S.L. 1999. Marketing Management. New Delhi: Sultan Chand and Son.
98
QUESTIONNAIRE A STUDY ON DEALERS AND CUSTOMERS ATTITUDES TOWARDS MAHINDRA TRACTORS IN SALEM DISTRICT 1. Age : a) Below 20 c) 31 40 b) 21 30 d) 41 and above
2. Sex
a) Male
b) Female
3. Marital Status
a) Married
b) Unmarried
4. Educational Qualification :
a) Professional c) U.G
b) P.G
d) Schooling
6. Income per Month
a) Up to 5000 b) 5001 10000 c) 10001 15000 d) 15001& Above
7. Family Type
a) Joint Family b) Nuclear Family
8. Area
a) Rural
b) Urban c) Semi urban
9. What brand of tractor do you own?
a) Mahindra b) Kirloskar c) Ford d) Eicher e) TAFE f) Others
99
10. How do you know about this brand? a) Sales representative d) Friends and Relatives b) Show Room c) Advertisement
11. What are the important factors you consider before buying the MAHINDRA TRACTORS? a) Brand Name d) Warranty Period b) Price c) After Sales and Service
12 What are the features you consider before purchasing the Mahindra Tractors? a)Performance c) Value e) Low Fuel Consumption b) Durability d) Noise free f) Quality of service
13. Among the following brands which do you think is the No.1 following? Rank a) Mahindra d) TAFE b) Fordc) Kirloskar e) Others d) Eicher
14. Please Specify the Person who influenced you to go for this brand of Mahindra Tractor (Rank them in order) a) Neighbors c) Dealers b) Sales representative d) Friends and Relatives
100
15. During the next purchase of the Mahindra Tractor, will you switch other brand? a) Yes b) No If yes, choose the brand and the reason a) Ford b) Kirloskar c) TAFE d) Eicher e) Others
over to
16. Are you satisfied with the after sales service of your present Mahindra tractor? a) Yes b) No
17. If no, Please specify nature of complaint. _____________________________________.
18. Would you like to consider / recommend the same brand in your next Purchaser or to others? a) Yes b) No If no? Why (Please Specify)_________________________.
101
QUESTIONNAIRE FOR DEALER 1. Name 2. Address 3. Experience 4. Area of the Show Room : : : : : a) Urban b) Semi urban c) Rural
5. Annual unit of fan sales? -----------------------------------------------------------6. Which all brands do you keep?------------------------------------------------------7. Do customers move to other show rooms if their preferred brand /model are not here? a) Yes always b) Sometimes c) Never
8. Which brand is the market leader in Salem district ?--------------------------------------9. While suggesting a tractor to a customer what are the factors that you would Consider? Please rate them on a 1-5 Scale? [5 maximum rating 1 minimum rating] a) Quality b) Complaint history c) Brand reputation d) Margin e) Existing stock f) Company relations
102
10. Please rank the following brands with respect to following characteristic on Scales ( 1 Highest Rank, 0 no difference, 5 lowest rank ) MAHINDRA FORD KIRLOSKAR TAFE
a 1-5
EICHER
Quality Price Advertisement Trade margin Brand image 11. Why you are showing interest to deal Mahindra Tractors?--------------------------------12. Please mark the following dealer promotion factors in the appropriate box. Features Dealers Margin Incentives Advertisement Stock Availability Payment terms Quality of sales Personnel Exhibition participation 13. What type of payment do you prefer? a) Advance payment b) 7 days c) 23 days d) 30 days Important Neutral Not Important
14. What is your opinion of the influences in a customer purchase decision? (Specify)
103
Price Advertisement Promotional scheme Suggestion by sales man / shop owner Past experience Availability Sales and service Recommendation of farmers Display in the show room. Catalogues
15. What are the major complaints that are received from Mahindra customer? a) b) c) d) e) Poor Service Facility Non availability of spares High Price Sales persons are not influenced with fan information Others
Thank You for Your Kind Co-Operation
104

List of Tables S.No. Particulars Page No

Hochgeladen von

Dokumentinformationen

Originalbeschreibung:

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

List of Tables S.No. Particulars Page No

Hochgeladen von

Copyright:

Verfügbare Formate

LIST OF TABLES S.No.

ABOUT THE INDUSTRY

Cars by Price Range

Under Rs. 3 Lakhs

Rs. 3-5 Lakhs

Rs. 5-10 Lakhs

Honda City Ford Mondeo & Endeavour

Rs. 10-15 Lakhs

Rs. 15-30 Lakh

Rs. 30-90 Lakhs

Above Rs. 1 Crore

the leading 2-wheelers manufacturer.

TRACTORS COMPANIES IN INDIA

MAHINDRA AND MAHINDRA LTD.,

Mahindra and Mahindra Ltd., Farm

rechristened as Mahindra and Mahindra- Tractor division, which is renamed as Mahindra

Research Valley, will provide stimulating and creative ambience.

Mahindra and Mahindra Ltd., Farm

Mahindra Sactor Shaan

Arjun Ultra1 605 DI

Sarpanch 595 DI Super Turbo

Mahindra Sactor SHAAN

Built-in Trolley. Adjustable driver seat. High Road speed

Mahindra 235 DI Airflow

Wider fender seats. Adjustable driver seat.

Mahindra 245 DI 2pc

Wider fender seats. Adjustable driver seat.

Front - Standard : 6.00 x 16 Rear - Standard : 12.4 x 28 Standard Features

Mahindra Sarpanch 585 DI

Wider fender seats. Adjustable driver seat. Rear view mirror.

BASIC AGRI IMPLEMENTS

Mounted Offset Disc Harrow

Spring Loaded Cultivators

Rigid Tine Cultivators Advance Agri Implements

Tractor Mounted Harvester Combine

Tractor Mounted Vertical Conveyor Reaper

Tractor Mounted Sugarcane Planter

Rotary Tiller Earth Moving and Construction Equipment -

Front End Dozer Attachment

Front End Loader Attachment FEL-60

CHAPTER-II REVIEW OF LITERATURE

goal of the business to earn a satisfactory

- Philip Kotler enhancement of the profit

4.Maximum lore Lange corporate profits and the planned 44

position of the firm.

OBJECTIVES OF THE STUDY

SCOPE OF THE STUDY

2It shows how the consumer perceives Mahindra Tractor.

3It helps them to improve the quality of the Mahindra Tractors.

4It helps them to implement certain promotional activities to promote sales.

LIMITATIONS OF THE STUDY

1.The age has a direct influence with the brand preference.

2.There is a significance association between occupation and brand preference.

study the dealers and customers attitudes towards Mahindra tractors

ANALYSIS AND INTERPRETATION

Chart - 1 AGE OF THE RESPONDENTS

40 36 35 30 25 Percentage 20 15 10 5 0 Upto 20 21 - 30 Age 31 - 40 Above 40 19 16 29

DISTRIBUTION OF RESPONDENTS BY SEX

Sex Male Female Total Inference

No. of Respondent 126 74 200 Source: Primary data

Percentage 63.0 37.0 100

CHART NO. - 2 DISTRIBUTION OF RESPONDENTS BY SEX