Introduction

Gone are the days when people used to take a lot of trouble to meet their loved
ones, travelling on foot or using bull carts. The automobile industry has evolved as
a savior for everyone. The growth of automobile industry has shrunk the world and
made everything easily accessible.
Present day scenario of business
In the last two decades the world of business has undergone rapid transformation
which has led to the advent of newer and newer technologies in the bike industry.
As a result , the domestic companies have to strive through a long way to find a
place in the market. Every company has its own strengths and weakness and a
proper balance has to be struck between them in order to carry on their activities
without any hindrance. Every competitor is a major threat to every manufacturer.
Therefore, domestic companies cannot ignore competitors and market if they to
find a safe place in todays market. In order to stay afloat in the market, the
marketers of consumer goods have to adopt more for less policy, satisfaction
guaranteed policy. Another important factor in todays business climate is the trust
on safeguarding the environment in order to prevent pollution or any other
hazardous effect
Todays consumer
Consumers of today have varying needs and unlimited wants. As a result, the
consumer value and satisfaction have become the focus of every marketer.
Consumer behavior is the study of how and why the consumer behaves in a
particular way. Another important feature of todays consumer is the want for a
multipurpose product at a reasonable price.

The marketers have to understand the psychology of consumers and adopt the
value chain concept as a company tool for identifying ways to create consumer
value and satisfaction.

1.1Title of the study

A STUDY ON COSUMER BEHAVIOUR TOWARDS MAHINDRA

TRACTORS, BELLARY

(A Study under Taken at Bellary motors)

1.2 OBJECTIVES OF THE STUDY: To know consumer behavior of purchasing MAHINDRA TRACTORS.
To evaluate consumer satisfaction of the MAHINDRA TRACTORS.
To find out any more improvements to be done to the present vehicle i.e.
MAHINDRA TRACTORS.
To study the present market scenario of the two wheeler bike industry in India.
LIMITATION OF THE STUDY: The study has undertaken for 30 days, only few aspects of consumer
behavior could be studied on.
The study is confined to only BELLARY region. The sample size chosen for
the questionnaire was only 100 & that may not represent the true picture of
consumer behavior about the MAHINDRA TRACTORS. The current study
is limited only to mopeds.
Analysis of data collected from questionnaire was done on the assumption
that the respondents have given the correct information.
Preferences and responses of customers would change over a period of time .
Recommendations made are within the limited information and experience
of the researcher.

1.3Methodology and sampling plan

The report is made to find out the consumer behavior towards

MAHINDRA TRACTORS by using two sources of data methods of
marketing research.
Sources of data:Primary data and secondary data:
Primary data: the primary method of collecting data through
questionnaire method and interview method
Secondary data: secondary data gathered from various sources like
internet, magazine etc
1.4Sampling size and methodology adopted
50 samplings and methodology adopted questionnaires cum
interview method.

1.5 Sources and tools

Sources and tools to be under taken giving a general statement of the
method used i.e., questionnaire& interview method

Data sources

: primary data

Research instrument: questionnaire& interview method

Sampling plan

: 50 members

Chapter 2
Introduction to the Industry

+Tractors in India
As commercialization of agriculture grew in intensity in the mid-to-late 19th
century the British Raj and the local legislatures and provinces began investing in
agricultural development through support and establishment agricultural research
farms and colleges and large scale irrigation schemes yet the level of
mechanization was low at the time of independence in 1947. The socialist oriented
five year plans of the 1950s and 60s aggressively promoted rural mechanization
via joint ventures and tie-ups between local industrialists and international tractor
manufacturers. Despite this aggressiveness the first three decades after
independence local production of 4-wheel tractors grew slowly. Yet, by the late
1980s tractor production was nearly 140,000 units per year and by the late 1990s
with production approaching 270,000 per year, India over-took the United States as
the world's largest producer of four-wheel tractors with over 16 national and 4

multi-national corporations producing tractors today. Despite these impressive

numbers FAO statistics estimate that of total agricultural area in India, less than
50% is under mechanized land preparation, indicating large opportunities still exist
for agricultural mechanization
1945 to 1960
War surplus tractors and bulldozers were imported for land reclamation and
cultivation in mid 1940's. In 1947 central and state tractor organizations were set
up to develop and promote the supply and use of tractors in agriculture and up to
1960, the demand was met entirely through imports. There were 8,500 tractors in
use in 1951, 20,000 in 1955 and 37,000 by 1960.
1961 to 1970
Local production began in 1961 with five manufacturers producing a total of 880
units per year. By 1965 this had increased to over 5000 units per year and the total
in use had risen to over 52,000. By 1970 annual production had exceeded 20,000
units with over 146,000 units working in the country.

1971 to 1980
Six new manufacturers were established during this period although three
companies (Kirloskar Tractors, Harsha Tractors and Pittie Tractors) did not
survive.HMT, a large public sector unit, began manufacturing Agricultural Tractors
in 1972 under the HMT brand name with technology acquired from Zetor of the
Czech Republic. Escorts Ltd. began local manufacture of Ford tractors in 1971 in
collaboration with Ford, UK and total production climbed steadily to 33,000 in
1975 reaching 71,000 by 1980. Credit facilities for farmers continued to improve
and the tractor market expanded rapidly with the total in use passing the half
million mark by 1980.
1981 to 1990
A further five manufacturers began production during this period but only one of
these survived in the increasingly competitive market place. Annual production

exceeded 75,000 units by 1985 and reached 140,000 in 1990 when the total in use
was about 1.2 million. Then India - a net importer up to the mid-seventies - became
an exporter in the 1980s mainly to countries in Africa.
1991 to 1997
Since 1992, it has not been necessary to obtain an industrial license for tractor
manufacture in India. By 1997 annual production exceeded 255,000 units and the
national tractor population had passed the two million mark. India now emerged as
one of the world leaders in wheeled tractor production.
1997 to 1999
Five new manufacturers have started production since 1997. In 1998 Bajaj Tempo,
already well established in the motor industry, began tractor production in Pune. In
April of the same year New Holland Tractor (India) Ltd launched production of
70 hp tractors with matching equipment. The company is making a $US 75 million
initial investment in a state of the art plant at Greater Noida in Uttar Pradesh state
with an initial capacity of 35000 units per year. Larsen and Toubro have
established a joint venture with John Deere, USA for the manufacture of 35-65 hp
tractors at a plant in Pune, Maharashtra and Greeves Ltd will produce Same
tractors under similar arrangements with Same Deutz-Fahr of Italy. Looking to
South American export markets Mahindra and Mahindra are also developing a
joint venture with Case for tractors in the 60-200 hp range. Total annual production
was forecast to reach 300,000 during the following year.
1999 to Present
Facing market saturation in the traditional markets of the north west (Punjab,
Haryana, Western Uttar Pradesh) tractors sales began a slow and slight decline. By
2002 sales went below 200,000. Manufacturers scrambled to push into eastern and
southern India markets in an attempt to reverse the decline, and began exploring
the potential for overseas markets. Sales remained in a slump, and added to the
market saturation problems also came increased problems of "prestige" loan
defaults, where farmers who were not financially able took tractors in moves to
increase their families prestige. There are also reported increased misuse of these
loans for buying either lifestyle goods, or for social functions. Government and
private banks have both tightened their lending for this sector adding to the

industry and farmers woes. By 2004 a slight up tick in sales once again due to
stronger and national and to some extent international markets. But by 2006 sales
once again were down to 216,000 and now in 2007-08 have slid further to just over
200,000.
Tractor Manufacturers Association
The Tractor Manufacturers' Association of India (TMA) is housed under The
Confederation of Indian Industry (CII), New Delhi. Though not all manufacturers
are members TMA is recognized as the main trade group representing the
agricultural tractor industry in India. Rohtash Mal, Executive Director & Chief
Executive Officer of Escorts Ltd (Agri Machinery Group) is the current President
of TMA.

Current Manufacturers of Tractors in India

Angad Tractors, SAS Motors Limited

Balwan Tractors, Force Motors Ltd
Captain Tractors Pvt. Ltd
Eicher
Escorts (Escort, Powertrac and Farmtrac)
HMT Tractors
Indo Farm
John Deere
Mahindra Gujarat Tractor Limited
Mahindra & Mahindra
MARS Farm Equipments Ltd
New Holland
Preet Tractor
Same Deutz-Fahr Ltd.
Sonalika (International Tractors Ltd.)
Standard
TAFE
VST Tillers

Profile of the Company,

Locally owned business joins U.S. Network of
dealers.
Medina, OH- Medina Tractors sales in now adding more valve
muscles and power to its selection by offering the number one
selling the Tractor in the world, Mahindra Tractors after 81
years in the business, Medina Tractors sales is joining the
growing family of more than 300 U.S Tractor dealer that are
offering customer the valve of heavy duty to built the last
Mahindra power house. In addition, Medina Tractors sales will
be offering the Mahindras Best in Class 5 years power
Tractors Warranty program.

Medina Tractors sales is provided to be a full

services Mahindra dealer- parts, services sales and looks
forward to sharing our great customer services with the
Mahindra family. Said Brent Hollopeter, President of Medina
Tractors.
Mahindra is known for building rugged work
houses that never take a day off and for more power for less
money. Offering more than 30 two wheel and four wheel drive
Tractors in the 18-83 horse power range, Mahindra Tractors are
perfect for homeowners, hobby formers, turf managers,
nursery operators and small and medium size contractors. All
Mahindra tractors have a 2 year bumper warranty plus
additional 3 year warranty on the drive train for residential
usage [Exclude 2525].
Mahindra USA Inc, enjoys an extraordinarily high level of
customer satisfaction due to an unequalled commitment to

quality. A recent study found at 98% of Mahindra owners were

likely to recommend Mahindra to there friends and family.

Tractors owners are not the only people touting

the quality of Mahindra products. In 2007 M&Ms farm
equipment sector only tractor manufacturing in the world to
receive the coveted Japan quality medal for excellence in total
quality management, awarded by the deming price committee
care of union of Japanese scientists.

Mahindra USA is the part of US $ 7.1 billion

Mahindra Groups Automotive and farm sector- the #1 selling
tractors company in world is based on volumes.

For the past 26 years, the farm sector has

maintained his leadership position in the Indian tractor
industry, the world largest market and as a global presence
with operations in 35 countries.

2003- It has deming application price in Mahindras form sector.

2007-Japan quality models.

Place of the Company,

20th company in the World.

 2nd company in the India

Only the tractors manufacturing plants are

5 Plants in India.
2 Plants in China.
3 Assembly plants in USA.
1 Assembly plants in Australia.
The sector also as a subsidiary Agricultural tractors
manufacturing company in India known as Mahindra
Gujarat Tractor Ltd [MGTL].
Houston tax as based Mahindra USA is only owned
subsidiary of M&M Ltd.
3 distribution units in USA.

Board of Directors of Mahindra and Mahindra.

The board of directors of the company has its
members eminent person from Industry, Finance, Investment and
Other branches of business who bring diverse experience and
expertise to the board.

The companys current board of directors is as follows.

Names

Designation.

Mr. Anand Mahindra.

CEO

Mr. Keshwb Mahindra.

Chairman

Mr. Anand. G. Mahindra.

Vice-Chair and MD

Deepak Shantilal

Director

MM Murugappa

Director

Bharat Naratham Joshi

Executive Director and

Group Chief
Office.

Finance
Arun Kumar Nanda

Executive Director and

Secretary.

Nandu Burioji Godrg

Director

Narayanan vaghul

Director

Dr Ashok shaker Ganguly

Director

R K Kulkarni

Director

Anupam Peadip Puri

Director

Thomas Mathew

Director.

Chapter 2.2
Profile of region under study

PROFILE OF THE REGION UNDER STUDY

INTRODUCTION

Bellary town in Karnataka State, Southwest India, 434 Km / 270 mi

Northwest of Chennai formerly Madras; population (2001) is 3,17,000. It was
formerly a British Military Station and the fort is built on a bare granite rock which
rises abruptly from the plain to a height of 137 m / 450 ft. Industries include
cotton processing and sugar refining

Bellary was once part of an area also known as Kuntala Desha or

Kuntala Vishaya. Many inscriptions refer to the Western Chalukyas as rulers of
Kuntala or Kondala.
HISTORY
Bellary taken its named from the word BALARI which refers to goddess
Dura gamma as this goddess had manifested herself in the town. The history
speaks volumes about significant role it acquired during Satavahanas, Chalkys and
Vijayanagara period. The Vijayanagara rules built the city of victory on the bank of
Tungabhadra River at Hampi in Hospet taluk. Bellary is the steel city of Karnataka.
Bellary district is spread from south west to north west is situated on the eastern
side of Karnataka state. Bellary district is bounded by Raichur district on the north,
Koppal district on west, Chitradurga and Davanagiri district on south, Ananthpur,
and Karnool district of Andhra Pradesh on the east.

The population of the district stood at 22,90,600. The geographical area is

8447 sq; kms. It has revenue sub divisions. Bellary sub division and Hospet sub
division. The six ratios were 965, which are slightly higher than the average of
960. The normal rainfall 639.

THE ROCKS

Granite rocks and hills form a prominent feature of Bellary and

granite quarrying is big business. The city is spread mainly around two huge rocky
granite hills. The Bellary Gudda and Kumbara Gudda. These 2 hills are dominant
features of the city and are visible from every part of the city.

BELLARY FORT

The Bellary Fort is built on top of the Bellary Gudda or the fort hill.
The fort was built round the hill during Vijayanagara times by Hanumappa
Nayaka. The fort is divided as Upper Fort and Lower Fort.

GEOGRAPHY
Bellary is located at 15.15 degree north, 76.93 degree east. It has an
average elevation of 445metres (1459 feet). The summer temperature can reach a
scorching 48 degree and the winter as low as 11 degrees.
BRITISH COLONIAL BUILDINGS
The following is a list of buildings built during the British Colonial
period, despite many of them having been partially modified, they retain the
typical colonial British style architecture.
Bellary Central Jail.
Wardlaw High School Complex
St. Josephs School Complex
St. Johns School Complex
St. Philomenas School Complex
The District Chief Judges residence and many more.
Chapter 2.3

Company profile

Mahindra & Mahindra Limited (BSE: 500520) is the flagship company of the
Mahindra Group, a multinational conglomerate based in Mumbai, India. The
company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers
K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed.[3] After India
gained independence and Pakistan was formed, Mohammed emigrated to Pakistan
where he became the nation's first finance minister. The company changed its
name to Mahindra & Mahindra in 1948.

History
Mahindra & Mahindra was set up as a steel trading company in 1945. It soon
expanded into manufacturing general-purpose utility vehicles, starting with
assembly under licence of the iconic Willys Jeep in India. Soon established as the
Jeep manufacturers of India, M&M later branched out into the manufacture of light
commercial vehicles (LCVs) and agricultural tractors. Today, M&M is the leader in
the utility vehicle segment in India with its flagship UV Scorpio and enjoys a
growing global market presence in both the automotive and tractor businesses.
Over the past few years, M&M has expanded into new industries and geographies.
They entered into the two-wheeler segment by taking over Kinetic Motors in India.
[5]
M&M also has controlling stake in REVA Electric Car Company[6] and acquired
South Korea's SsangYong Motor Company in 2011.[7]
The US based Reputation Institute recently ranked Mahindra among the top 10
Indian companies in its 'Global 200: The World's Best Corporate Reputations' list
From army vehicles to farm tractors to major automobile manufacturing,
Mahindra's relationship with American industry goes back quite a few years.
American GI's who served in India during World War II recognize our parent

company, Mahindra & Mahindra, which in l945 was selected to assemble the
famous Willis Jeep.
Following Indian independence in 1947, Mahindra & Mahindra charted a course of
product expansion and globalization. The philosophy led to the company's entrance
into the worldwide tractor market.
In 1962, M&M formed a joint venture with International Harvester to make
tractors carrying the name Mahindra name-plate for the Indian market. Armed with
engineering, tooling and manufacturing know-how gained from this relationship,
M&M-a major auto maker- developed its first tractor, the B-275. This successor to
International Harvester's incredibly popular B-414 is still the basis for some current
Mahindra models. Today, Mahindra is the third largest tractor manufacturer in the
world with sales of nearly 85,000 units annually in 10 countries. This places them
ahead of John Deere & Kubota. In India, Mahindra has been the number one
selling brand since 1983.
The various types of tractors model and its prices.

Tractors Models

Prices (in lakhs)

275 DI New BP

4, 76,595

275 DI Old BP

4, 82,595

275 DI NST

4, 91,595

295 DI Turbo

4, 91,595

475 DI New BP

5, 01,595

475 DI Old BP

5, 01,595

475 DI MKM

5, 02,595

475 DI Total [without

Case vehicles]

475 Delux [OTB]

5, 30,595

5, 40,595

575 DI New BP

5, 40,595

575 DI Old BP

5, 33,595

575 DI NST

595 DI Turbo

605 Arjun [Base]

5, 42,595

5, 62,595

5, 84,595

605 Arjun [Carrarro]

Harvester special

6, 32,595

605 Arjun [RJCE]

Construction loader

6, 51,595

Profile of the Branch,

Bellary Automotive is situated in Bellary was

established in the year 18-02-2005. Since than 5years life it has
served the people of Bellary it is located at Opposite BSAL
Anantapur Road Bellary.

It is a partnership firm Bellary Automotives is

managed by Mr. R K Nagaraj B.com, Bellary.

There is 10 employees is working in Bellary

Automotives excusive showroom in Bellary.

The sales items is managed by

Mr. Nagaraj B.E [MEC].

There are 2 Accountants 7 salesman, 1 Office

Manager.

The motive is to maintain customers relationship

and to increase their sales. They have fewer competitors. They
provide the following facilities to their employees.

Financial Assistance,

Increments
Incentives
Bonus etc.
They have made an investment of RS 40, 00,000 with financial
assistance from APMC and State Bank of Mysore. They are giving
a very good demonstrations of the tractors to their customers
visiting frequently is more in between the timing of 10.00 Am to
1.00Pm the annual sales turnover is Rs 3 Crores.

CHAPTER-3

Theoretical accepts of behavior

Meaning of consumer and consumer behavior
Factors influencing buying
Buyer characteristics

THEORETICAL ASPECTS OF BEHAVIOR

Introduction:The study of consumer behavior is the study of how individuals make
decision to spend their available resources (time, money & effort) on consumptionrelated items. It includes the study of what they buy why they busy is, when they
buy it, where they buy it, how often they buy it and how often they use it.
Consider a more durable product, such as the Two-wheeler. What kinds of
consumer by fax machines for how use? What features do they look for? What
benefits do they seek? How likely they to replace there are old models when new
models with added features become available? The answers theses questions can
be found through consumer research and can provide manufactures with important
input for product scheduling, design, modification & promotional strategy.
Although how and why consumer make decisions to buy goods and services
consumer research goes far beyond these facts of consumer behavior and
encompasses all of the behaviors that consumers display in searching for
purchasing, using, evaluating, and disposing of products & services that they
except will satisfy their needs.
Marketers must decide at whom to direct their promotional efforts the buyer
or the user. For some products, they must identify the person who is most likely;
to influence the decision-who may be neither the buyer nor the user.

Some

marketers believe that the buyer of the product is the best prospect others believe it
is the user of the product, will still others play it safe directing their promotional
efforts to both buyers and users.
Consumer behavior was a relatively, new fields of study in the mid to late
1960s. with no history or body of research of its own, the discipline borrowed

heavily from concepts developed in other scientific discipline, such as psychology

( the study of how an individual), sociology (the study of groups), social
psychology (the study of how and individual operators in groups), anthropology
(the influence of society on the individual) and economics.
Many early theories concerning consumer behavior based on economics
theory, on the notion those individuals at rationally to maximize their benefit
(satisfaction) in the purchase of goods and services.

MEANING OF MARKET
Market plays a very important role in management field. Where
buyers and sellers come at one point and make their business transactions all the
activity and business transaction will be done at one particular place. That place is
called market.
Importance of the market:
Market plays a very crucial role and make their purchase and sale decision.
A market is a dynamic world. A market is a place where buyer and seller meet
together is place where consumer can satisfy their needs and wants.
Definition/meaning of market:
Although the description of the marketing has around some semantic controversies,
which has retained thematic similarity emphasis variations notwithstanding.
According to Philip kiotler The process of planning and
execution the conception pricing promotion and distribution of ideas goods
services to create exchange that satisfy individual and organization goals,
According to America,: marketing association(AMA):
Marketing is concerned with the people and activities involved in the flow
of goods and service from the producer to consumers.
Who is Consumer?
Consumer is one who is an actual user of the goods and services, who
express his feelings after actual use, whether the goods and services are up to his
satisfaction of not.

In other words consumer are persons who act in the capacity of consumers,
whether they consume on their own behalf (final consumer) or consumers a
necessary part of these employments in institutions or industry

Consumer Behavior:According to LONDON Della Bitta consumer may be defines as The

decision process and physical activity individuals engage in men evaluating,
acquiring, using or disposing of goods and services.
According to Webster it may be defined as All psychological social and
physical behavior of the potential customers as they become aware of evaluate
purchases, consume and other product and services.
In chart consumer behavior is the act of consuming or using goods or
services. So in consumer behavior we consider not only part of decision process
but also why, after and under what condition the purchases in needed.
The buying process
To be successful, marketer have to go beyond the various influences on
buyers and develop an understand of how consumers actually make their buying
decisions. Specifically marketers must indentify who makes the buying decisions
and the steps in the buying process.
Buying roles:
we can distinguish five roles people might play in a buying decision:-

Initiator: a person who first suggest the idea of buying the product or service.
Influencer: a person whose view or advice influences the decision.
Decider: a person who decides on any component of a buying decision-whether to
by, what to buy, or where to buy.
Buyer: the person who makes the actual purchase.
User:- a person who consumes or uses the product or service.
Buying behavior:

Consumer decision-making varies with the type buying decision. Complex and
expensive purchases are likely to involve more buyer deliberation and more
participants. Assael distinguished four types of consumer buying behavior based on
the degree of buyer involvement and the degree of differences among brands.

Major factors influencing buying

Behavior
The buyers behavior is influenced by four major factors which are as follows:
Factor influencing consumer behavior:Cultural factors
Culture
Subculture.
Social class.
Social factors
Reference group.
Family.
Roles and statuses.
Personal factors

Age and stage in the life cycle.

Occupation.
Economic circumstances
Life style.

Psychological factors
Motivation
Perception.
Learning

BUYER CHARACTERISTICS:-

INFLUENCING CONSUMER:

Social
Personal
Reference
Age
&
Groups
Life
Occupatio
Family
n
Economic
Role
&
s
Strategies
Circumsta
nce
Cultural
Life style
Personalit
Culture
y
Sub culture
Social
class
Philip kottler
Marketing management

Psycholog
B
ical
U
Y
Motivation
E
Perception
R
Leading
Attitude &
Beliefs

CULTURAL CHARACTERISTICS
The broadest influence on the buyer is the buyer cultural characteristics,
particularly the buyers culture, sub-culture and social class identification.
CULTURE:
It is the most fundamental determinant of wants and behavior whereas of
lower creatures is largely by instinct, human behavior is largely learned. The new
baby as it grows up in a society will earn a basic of socialization involving the
family and other Key institutions.
SUB-CULTURE:
Each culture contains similar groups or sub-groups and each of those
provides more specific identification and socialization for its members.
SOCIAL CLASS:
Virtually all-human societies exhibit social satisfaction. Satisfaction may
take the form of a cast system where the numbers of different castes are reared for
certain roles and cannot change their caste membership.
Several features:
Persons within given class tends to behave more alike.
Persons as ranked as occupying inferior or superior position.
It is measured as weighted function of ones occupation, income,
wealth, education, value orientation etc..
It is continues rather than discrete, with individuals able to move into
a higher social class or drop into a lower one.
SOCIAL CHARACTERISTICS:

It includes reference group, family and status of the buyer.

REFERENCE GROUPS:This group influence the persons attitudes, opinions and values. Some are
primary groups such as family; close friends, neighbors and fellow worker and
other are secondary groups such as fraternal organization & professional
association. Groups they are not members of called Inspirational groups also
influence people. Sports heroes & motive starts are typical members of these
groups.
1. FAMILY:
Of all the face groups, a persons a family undoubtedly plays the largest & most
enduring role in influencing has or her attitudes. Opinions & values from the
family the person acquires a mental set not only towards religion, politics &
economics but also towards personal ambition, self worth & loves. Even if the
buyer no longer interacts very much with his or her family, the family influence on
the unconscious behavior of the buyer can be strong.
2. ROLE & STATUSES:
A person participates in many groups throughout life family other reference
groups, organizations & institution.
The person will have a certain position in each group that can be defined in terms
of role & status. Each role has a status attached to it. This reflects thegeneral
esteem according to that role in society or in the eyes of the immediate group.
III. PERSONAL CHARACTERISTICS:

The buyers age and life cycle occupation, economic circumstances, life style &
personality also influence a buyer decision.
1. AGE AND LIFE CYCLE
The concept of family life cycles has been developed to help identity possible
changing wants, attitudes & values, as people grow older. Seven stages of the
family life cycle have been distinguished.
The bachelor stage

: young, single people.

Newly married couples

: young no children.

The fullness I

: young married couples with youngest

Child under six.

The fullness II

: young married couples with youngest

Child six or over.

The fullness III

: older married couples with

Depending on children.

The emptiness

: older married couples with no

Children are living with them.

The solitary survivors

: older single people.

2.OCCUPATION
Persons occupation will lead to needs and wants for goods services. A blue
cooler worker will buy work clothiers & work shoes.
president buys expensive goods.

His or her company

3. ECONOMICS CIRCUMSTANCES
Peoples economic circumstances will greatly affects the goods & services
they consider & buy. Their circumstances consist of their income saving & asset,
borrowing power & attitude towards spending versus saving.
4. LIFE STYLE
People coming from some sub-culture, social class, and even occupational
group can choose to lead quite different life styles. Marketers believe that persons
products and brand choices are a key indicator of his of her life style.
5. PERSONALITY
Personality describes the organization of the individuals distinguishing
character trait attitudes and habits. Each person has a distinct personality marketed
by such traits as their degree of extraversion versus introversion impulsiveness
versus deliberativeness, creativity versus conventionality and activeness versus
passiveness.
IV. PSYCHOLOGICAL CHARACTERISTICS
Four major Psychological process motivation, perception learning & beliefs
& attitudes also influence a persons buying choice.
A.MOTIVATION
A person will recognize himself or herself as having all kinds of needs at any
point in time. Some needs are, Biogenic need for food, drink, sex and bodily
comfort.

Psychogenic such as need for recognition, response or variety of

experience.
A motive is stimulated need that it sufficiently pressing to direct the person
towards the goal of satisfying the need.
B.LEARNING:
A motivated person is ready to act. How the motivated person decides to act
is influenced by him or her perception of the situation. Two people in the same
motivated state and objective situation may act quite differently because they
perceive the situation differently.
When people act, they experience direct and indirect effect, which influence
their future behavior learning, is the name given to the change in an individual
behavior arising from experience most of behavior is learned.
C.BELIEFS AND ATTITUDES:
Through the learning process, people acquire their beliefs and attitudes.
These in turn influence their behavior.
A belief is a descriptive thought that a person holds about something
manufacturers are very much interested in the beliefs that people carry in their
heads about their products and services.
An attitude describes a person enduring favorable or unfavorable condition
evaluation, emotional, feeling and action tendencies towards some objects or idea.
Attitudes function in peoples level to enable them to have a fairly consistence
behavior towards similar classes of objects.
1. BUYERS CHARACTERISTICS:

To understand buyer characteristics we should understand cultural, social,

personal and psychological factors.
1.1Product characteristics
1.2Seller characteristics
1.3Situational characteristic
1.1 PRODUCT CHARACTERISTICS:
Various characteristics of the product that is quality and backup services will
influence the buying outcome.
1.2 SELLER CHARACTERISTICS:
Characteristics of the seller that is retailers knowledge, ability, friendliness
and services will influence the buying outcome.
1.3 SITUATIONAL CHARACTERISTICS:
Various situational factors that are time pressure, time of the year, weather
chance meeting with friends and the current economic outlook will also influence
the buying decision.
All four components of buying situation- buyer product, seller and situation
interact to product the buying outcome.

Table 1:Table showing on Age of respondents

YEARS

No. of Respondents

Percentage

BELOW-20

20%

20-30

10

25%

30-40

27

40%

40-50

10%

ABOVE-50

5%

Total

50

100%

Age chart
45
40
35
30
25
20
15
10
5
0

Below-20

20-30

30-40

40-50

above-50

INTERPRETATION

It is obvious from the table that the respondent who is in the age group of 30-40
years has preferred the Mahindra Tractor when to other groups. The second place
goes to the respondent whose age group is in between 20 to 30 and their
percentage is 25%

Table 2:Mode of sales

Particulars

No. of Respondents

Percentage

Cash

10

20%

Credit

40

80%

TOTAL

50

100%

sales

15%
cash
credit

85%

INTERPRETATION
Among the 50 mumbers 80% respondents were purchase by credit and remaining
were by cash.

Table3: source of purchase

Particulars
Showroom
Friends
Relatives
total

No. of Respondents
40
Nil
10
50

Percentage
80%
Nil
20%
100%

purchase
showroom

INTERPRETATION

friends

reletives

From the above table, it was explained that among 50 respondent 80% of
them were purchased in the show room, 16% of them from other source, of them
from relatives.
Table4:models of tractors
SL.NO

PARTICULARS (NO
OFBRANDS)

PERCENTAGE

Mahindra-275

NO OF
RESPODENT
S
20

1
2
3
4
5

Mahindra-575
Mahindra-585
Mahindra-475
Mahindra-arujn

15
8
5
2

30 %
16%
10%
4%

TOTAL

50

100%

40%

satiasfaction
mahindra275
mahindra 575

4%
16%
40%

10%

mahindra475
mahindra585
mahindra arjun

30%

INTERPRETATION
It has been further obsereved from the table that 40% of the share is given to
Mahindra 275 in the market is 40%, Mahindra - 575 is 30%,Mahindra - 585 is
16%,Mahindra - 475 is 10% and rest to Mahindra arjun .

Table5: Showing the Color Of the Tractors

Education

No. of Respondents

Percentage

Below&SSLC

30

60%

PUC

15

30%

DEGREE

10%

50

100%

Total

INTERPRETATION
The field survey indicats that the blue color is more prefer by respondents
that is 60%. Red is preferred by 30% respondents and other 10% of respondents
prefer diversification of color.

Table 6: Showing The Pricing Policy

OCCUPATION No. of Respondents

Percentage

Very High

10%

High

15

30%

Reasonable

30

60%

TOTAL

50

100%
30

30
25
20
15

15
10
5
5
0
Very High

High

Reasonable
Pricing policy

INTERPRETATION
Above diagram indicats that the price polcy followed by this company for its
tractors quite attractive and very low when compared to other competitors.

Table7: Showing the mileage Of Respondents

mileage
0-5km/liter
5-10 km/liter
Above-10km/liter
total

No. of Respondents
16
24
10
50

Percentage
33%
49%
18%
100%

mileage
60

50

40

30

20

10

0-5km/ltr

5-10km/ltr

above 10 km/ltr

INTERPRETATION
The above table clearly reveals that the majority of the respondents,
i.e. 20% tune of have preferred this Mahindra tractor as it gives more mileage i.e.
above 10 km/Ltr.

FINDINGS & SUGGESTIONS

Findings
A study has been conducted to understand the consumers behavior , beliefs , brand
loyalty , brand image and attitude towards Mahindra tractors. Following are the
findings from data analysis
It is observed that most of the people who preferred are Mahindra tractors
pleasure are 20-30 years below 20 years 45% and 29%.
It is observed that from the study that maximum percentage of Mahindra
tractors pleasure is high demand among the farmers and traders.
It is found that factors influenced to respondents to prefer mahindra tractors
are driving comfort, safety, fuel effiance and mileage.
It is found that satisfaction level of mahindra tractors with consumer is
satisfied.
The quality of after sales service rendered by the dealer of mahindra tractors
is satisfied.

SUGGESTIONS
Since there is an increasing demand for Mahindra tractors in the market I
suggested that,

Good positioning of Mahindra tractors is to be done to the target group to

increase sales of volume and market share.
In order to promote sale of vehicles of company should undertake massive
advertisement through different Medias. As there is a cut throat competition
from the rivals in the market, advertisement is must.
I suggested that Mahindra tractors should provide excellent sales service to
the customers, which will add to the company brand image.
The mileage given by the Mahindra tractors is good compare to the other tractors.
Therefore I suggest that the company should increase mileage of the Mahindra
tractors by adopting the latest technology in order to increase the sales volume

CONCLUSION
To conclude the summer project on "consumer satisfaction towards
Mahindra tractors Bellary. I have received both favourable and unfavourable
responses from the respondents. I have met 50 customers of different places and
accommodated at bellary automotives and findings were enlightened to me. The
project work has helped in studying and understanding the practicalities of
organisation.
The study of consumer satisfaction towards Mahindra tractors Bellary" The
data was collected from various sources and also through the tools like
questionnaire and relevant interaction with Manager bellary automotives Bellary
and relevant interaction with concerned persons. The need was identified in the
form of findings and suitable suggestions were put forth. in the form of
suggestions.

BIBLIOGRAPHY

BOOKS

1. Marketing Management

- Philip Khotler

2. Principles of Marketing

- T.N Chaabra

MAGZINES:

The Business Today

INTERNET BROWSING:
Website:
www.kisanmitr.com
www.mahindratractors.com