A Project Report

ON CONSUMER BEHAVIOR OF SUVS WITH SPECIAL REFERENCE TO MAHINDRA & MAHINDRA PRODUCTS

Under the guidance of Dr.Mala Kuthiala Submitted by

SHASHI BHUSHAN REG. NO. 520966390
IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE IN MASTERS OF BUSINESS ADMINISTRATION

MAY 2010 TO JAN 2011 BUSINESS INSTITUTE OF MANAGEMENT STUDIES SHIMLA (H.P.)

PREAFACE Today almost all the major co-operation is actively marketing their product beyond their original homeland borders. So, companies must rethink their marketing strategies instead of continuing with their existing strategy. Today company work in a war zone of rapidly changing competitive environment technological advances, changing govt. politics diminishing customer loyalty and so on. Now a day world of stiff competition, the companies with existing marketing strategies need to be changed in a manner so as to cope up with its rapidly changing competitive environment, technical up gradation, varying govt. policies, rules and regulation during customer loyalty etc. in the last few years the information need to conduct a business has grown rapidly. So, in this context, the Mahindra and Mahindra is also facing a stiff competition in the market from its competitors and for this the company is gearing up themselves to face the competition and conduct a good business taking successful business decision for more accuracy and timeliness. As the part of the partial fulfillment of the MBA course a project has been incorporated in the curriculum during which a study to be under taken in an organization mainly to take out the newly acquired knowledge and skill from an actual work situation and take book and classroom teaching give us through back ground of different functional area devoid of practical experience to how those area to be administered and managed respectively. This report has given up an opportunity to gain an inside into a practical applicability of management concept and theory, learning faster and developed better ability to analysis

problems and in decision that contribute significantly for better use of resource available to the management. With this view to understand the concept, I have undertaken a project study in Mahindra and Mahindra, which has equipped me to prepare a report with a proper solution of the problem face by the organization. This area of work has chosen by me as this had all the ingredient of marketing research and other aspect of marketing as well the report offer a Glimpse of various stage at project work in order to serve purpose of the study in systematic manner and hope that the findings and recommendation will go along way in helping in organization.

Table Contents Executive Summary: (i) Introduction (ii) Aims & objective (iii) Methodology (iv) Analysis (v) Conclusions (vi) Recommendations Part : I An Overview of the Company Part : II Project Overview (i) Introduction 46 - 58 59 - 61 62 - 63 64 - 84 85 - 86 87 88 - 89 (ii) Objective (iii) Methodology (iv) Analysis (v) Conclusions (vi) Limitations (vii) Recommendations Part : III
(i) (ii)

Page No. 5 6 7 7-8 8-9 9 - 10

11 - 45

Bibliography Questionnaire

90 91 - 95

EXECUTIVE SUMMARY

(i) Topic

Introduction

Study on consumer behavior of SUVs with special reference to Mahindra & Mahindra Products. Organization Snowview Automobiles Ltd Authorized Dealer, Mahindra and Mahindra. Location Of Study Shimla (H.P.) Organizational Guide Mr.Jagmohan Manager Snowview automobiles Pvt Ltd. Duration 2 Months

(ii) Aims and Objectives

Primary : To make a study on consumer buying behavior of SUVs with special reference to Mahindra and Mahindra in Shimla area.

Secondary :
1. To study their satisfaction level of customers of different four wheelers

available in Shimla.
2. To study the importance of various attribute which effect the purchasing

decision of customers in regard of SUVs.

3. To study the awareness level of different SUVs in Shimla. 4. To study the importance of dealer and their influence in marketing/sale

for SUVs in Shimla. 5. To study consumers buying behaviours. 6. To find out the expectation of the existing possessing and prospective customers of the company. 7. To study the impact of media on the customers.
8. To study the satisfaction level of the customers on overall performance

and after sale service of their existing SUVs.

9. To study different promotional scheme they expect for purchasing a new

SUVs.

(iii)

Methodology Preliminary study. Data collection Questionnaire Design. Sample size Analysis Scope and Limitation.

(i) (ii) (iii) (iv) (v) (vi)

(iv)

Analysis

The project was undertaken to study the consumer buying behavior of motor SUVs with special reference to Mahindra and Mahindra in Shimla. Major findings are: 1. Demographic profile i.e. Age, Occupation and monthly income of the customer.
2.

Regarding the awareness of different brands of motor SUVs all

respondents are well aware. 3. According to the most of the respondent the T.V. ads was the best media in building awareness followed by the newspaper, friends, colleague, majoring & family members.
4.

Regarding importance of attribute before purchasing the motor

SUVs in over all motor SUVs most of the customer gave importance on brand image of the company. In case of M&M motorSUVs most of
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the customer gave importance or fuel efficiency and look on style of the SUVs. 5. Regarding source of finance most of the customers gave important on loan and installment facility. 6. Most of the customer gave most importance on high engine power.

Conclusion This study was conducted to find out the consumer buying behaviour of SUVs in special reference to the Mahindra and Mahindra in Shimla. The findings and analysis revealed many advantages as well as disadvantages for the Mahindra & Mahindra. Though the Mahindra is the faster growing company and leading in the market facing a stiff competition from Hyundai and Goyal motors in the Shimla. It has been observed that Mahindra adopted many promotional strategies and companys marketing channel is also satisfactory. Now a days people are most aware about after sales service. The dealers also expect M&M motor SUVs has overcome this problem and facilities should be improved for meeting the after sales service requirement effectively. The majority of customers expect loan or installment facilities. The Mahindra and Mahindra has joined hand with State Bank Of India, and many Private Banks to promote this facilities. As most of the existing and prospective customers adults, Mahindra should introduces stylish Motor SUVs which compete its competitors product. But Mahindra to meet the expectations of new generation people who are the prospect, or customers has recently introduce new SUVs hoping to fulfill the demand of the new generation.
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As this study was conducted for educational purpose with the aim to give necessary information to the organization, any mistake by the researchers should be overlooked considering his inexperience in the field of marketing research.

Recommendations Based on the findings drawn from the projects analysis, certain recommendation need to be made as regards to the future course of action for Mahindra and Mahindra, which can go a long way in improving the Brand Awareness of the Company in the SUVs market. The main recommendations are:
1. Mahindra should continue with its range of innovative products. At the

same time try to add value to its existing products so that it can cater to the present day requirements. As the study reveals that majority of customers are aged 20 40 years the needs and wants should be kept in mind while designing new products. 2. There should be proper synchronization between order placed an delivery. The distribution channel should be enhanced and the models should be readily available in the market.

3. As the buying decision of the buyer has influenced by himself, company should target them through demonstration and advertisement. 4. As the market for the financial institutions are increasing, the company should target them through demonstration and advertisement.
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5. Facilities should be provide to the dealers so that they can extend them to the customers while purchasing this brand. 6. Increase in sales promotion budgets to develop a point of purchase display and to participate to a greater extent in Trade shows and similar kind of shows and this will motivate the non-users to try out the products.

7. The company can make charitable donation to different organizations. It

can extend their helping hand to the people hotted by natural havoc like flood, draught, earthquake etc. to win the hearts of the mass people which will build a good image of the Company among them.

8. As the market for the financial institutions are increasing, the company

should come up with various schemes, which will induce them to influence the customer for the product. This includes offering various gifts, packages and financial incentives like higher commission as compared to other four-wheeler companies. 9. Incentives and financial benefits provided to the dealers should be maximized to maintain their level of satisfaction and motivation.

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Part 1 An Overview of the company

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INTRODUCTION

HISTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE

Mahindra & Mahindra Limited is part of the Indian Industrial Conglomerate Mahindra group based in Mumbai. The company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra along with Malik Ghulam Mohammad. After India gained independence Malik Ghulam Mohammed moved to Pakistan where he became the nation's first Finance Minister. Now, with the Mahindra brothers as the whole sole of the company, its name was changed to Mahindra & Mahindra in 1948. Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under licence of the iconic Willys Jeeps in India. M&M introduced Jeeps to India and in no time they established themselves as the Jeep manufacturers of India. The company later branched out into the manufacture of Light Commercial Vehicle (LCVs) and agricultural Tractors, rapidly growing from being a manufacturer of army vehicles and tractors to an automobile major with a growing global market presence. At present, M&M is the leader in the utility vehicle segment in India with its flagship UV Scorpio. Apart from agricultural tractors and LCVs, Mahindra & Mahindra also showed its dexterity in manufacturing army vehicles. Soon, it started its operations abroad, through its plants set up in China, the United Kingdom and the USA.

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M&M partnered with companies prominent in the international market, including Renault SA, International Truck and Engine Corporation, USA, in order to mark its global presence. M&M also started exporting its products to several countries across the world. Subsequently, it set up its branches including Mahindra Europe Srl (based in Italy), Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.

At the same time, M&M managed to be the largest manufacturer of tractors in India, by holding leadership in the market of the country, for around 25 years. The company is an old hand in designing, developing, manufacturing and marketing tractors as well as farm implements. It made its entry to the passenger SUVs segment in India, with the manufacture of Logan (mid-size sedan) in April 2007, under the Mahindra Renault collaboration. Soon after the considerable success of Logan, M&M started launching a wide range of LCVs and three wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero has gained immense popularity in India. It is one of the most opted vehicles in its class.

MAHINDRA SCORPIO Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility Vehicle in India in 2002.

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This SUV has redefined the expectations for the design of SUVs with its sturdy looks and powerful performance, the sophisticated interior design adds to the further glory to the appearance. Mahindra Scorpio is also among the best fuel-efficient SUVs of India as the manufacturer has equipped it with a 2179 cc diesel engine with5- speed transmission.

MAHINDRA BOLERO
Mahindra Bolero is one of the most successful and popular utility vehicle of the Mahindra and Mahindra Group. The SUVs is robust in appearance and it has been elegantly designed, keeping in mind the conditions of the Indian roads. Mahindra Bolero is also among the best fuel-efficient SUVs of India as the manufacturer has equipped it with a 2500 cc diesel engine with5- speed transmission.

MAHINDRA RENAULT LOGAN

Much awaited Mahindra-Renault Logan has been launched in India. This compact sedan is a spacious, practical and affordable vehicle. The outlook of Logan is impressive and the basic version is a value for money, however the top-end versions are a bit high on price. The prominent feature of this SUVs is its performance, interiors and economy.

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MAHINDRA XYLO
Mahindra & Mahindra Limited launched their latest Multi Utility Vehicle (MUV) Xylo in India on January 13, 2009. The SUVs boasts of having all the luxurious features that are seen in todays sedans, with the ample space of a utility vehicle. Xylo's muscular stance contributes to its commanding road presence. Fully packed with the latest features, the MUV is sure to impress Indian consumers and provide a stiff competition to the other vehicles within its class.

Performance of Mahindra XYLO

Under the hood of Mahindra Xylo lies a 4-cylinder turbocharged, mEagle diesel engine, which generates a power of 112bhp @ 3800 rpm at a peak torque of 24 kgm @ 1800-3000 rpm. The powerful engine is developed on the NEF CRDe platform and is mated to 5-gears manual transmission. The SUVs accelerates from rest to 60 km/h in just 5.8 seconds.

MILESTONE OF MAHINDRA & MAHINDRA

DUAL HONOURS FOR CHAIRMAN MR. KESHUB MAHINDRA

On August 24, 2009, Economic Times announced the Lifetime Achievement Award 2008- 09 for our Chairman, Mr. Keshub Mahindra. The award has been bestowed on his for decades of service to Corporate India.

SLEW OF HONOURS FOR MR. ANAND MAHINDRA

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Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number of prestigious awards including: The Business Leader of the year Award for the Year 2008-09 by Economic Times.

Mr Anand Mahindra has been named the Ernst & Young Entrepreneur of the Year 2009. Mr Mahindra will represent India at the Ernst & Young World Entrepreneur of the Year Award in Monte SUVslo, Monaco, in May.

The CEO of the Year award at the India Brand Summit 2006 cosponsored by Business Standard and ITM Business School in association with Times Now and DNA newspaper. The LMA Entrepreneur of the Year 2006 award, instituted by the Ludhiana Management Association (LMA). The Most Inspiring Corporate Leader of the Year Award by NDTV Profit.

AWARDS FOR MAHINDRA AND MAHINDRA GROUP

Nashik Plant was awarded the prestigious CII National Award for Excellence in Energy Management 2010 for the 3rd Consecutive Year on September 2 2010. Mahindra & Mahindra Ltd. received the prestigious NDTV Profit Business Leadership Award 2010 in the Automobile Four Wheelers category.

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MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD

Mahindra & Mahindra was honored with the Amity HR Excellence Award at the Fourth Amity Global HR Summit 2007 held at the Amity International Business School, Noida. The Amity HR Excellence Award recognized Mahindra as one the most admired companies across the global on account of its innovative strategies for Human Resources Management and Development.

GLOBAL HR EXCELLENCE AWARD FOR M&M

Mahindra & Mahindra won the Global HR Excellence Award for Innovative HR practices (Manufacturing Sector), in the Asia Pacific HRM Congress, held in Mumbai. These awards recognize organizations and individuals who have embraced change, encouraged constructive challenges and demonstrated entrepreneurial skills in the corporate world.

BEST AUTOMOTIVE MANUFACTURING SUPPLY CHAIN EXCELLENCE AWARD

Mahindra & Mahindra has been awarded as the organization with the Best Automotive Manufacturing Supply Chain Excellence. The awards were presented by India Times Mindscape (Times of India Group) along with the Business India Group at the Express. Logistics & Supply Chain Award held in Mumbai on September 28, 2007. Neilson is accredited with the research for the award nominees and winners.

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HIGH RANKING FOR MAHINDRA

M&M was ranked second in the prestigious and trusted SUVs Company in India study conducted by TNS. M&M score 127 points, just seven points below the top ranking company according to a TNS communiqu.
M&M was ranked 14th in The Economic Times prestigious ET

500 list of top achieving companies in India. The company has moved up four ranks from last year. To quote from the ET 500write-up M&Ms art-to-part strategy of diversification into the auto parts value chain and its plans for new platforms for utility vehicles and joint venture with Renault for Logan have led to a gain in ranks.

M&M was ranked 22nd in Business Indias annual survey of the countrys top companies - Super 100

M&M was ranked 31st in Business Todays annual survey of

Indias most valuable companies.

M&M was ranked 37 in the B & E Power 100 and 4th in the

transport Equipment Sector as per the business & ecology magazine issues in 2007.

MILESTONES OF MAHINDRA & MAHINDRA

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1954

Manufacture of vehicle undertaken in collaboration with Kaiser Jeep Corporation and American Motors Corporation

1962 YEAR

Indigenous content of Jeep goes up to 70 per cent. To centralize ACHIVEMENTS manufacturing operations, 137 acres of land purchased at Kandivli.

1947 1965 1949

In October, the batch of 75 Utility Vehicles (UVs) imported in CKD condition Willys overland Export Corporation. FC 150 Petrol Trucks introduced Lease of 11,071 sq. yards at Mazagaon from British India Steam navigation. The first Willys Overland Jeep built in India at the assembly plant, Maza

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SCORPIO VARIANTS SCORPIO M2DI

Features and Specification

Make Model Variant Body Type No. of Doors Mahindra Scorpio M2DI 3200TC SUV 5

Fuel Efficiency
City Mileage Highway Mileage Fuel Capacity 9.4 kmpl 12.4 kmpl 60 Liters

Engine Parameter
Displacement Power (PS@rpm) Torque (Nm@rpm) 2523cc 71PS @3200rpm 200Nm @1800rpm

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Compression Ratio No of Cylinders (cylinder) Valve Mechanism Bore (mm) Stroke (mm) Aspiration Cylinder Configuration Valves per Cylinder (value) Fuel System Fuel Type

:1 4 Turbo Charged 4 inline 2 DI Diesel

Transmission
Transmission Type Gears/Speeds Clutch Type Manual 5Gears

Suspension
Front Suspension Rear Suspension 2WD Independent, Coil Spring, Anti Roll Bar 4WD Independent, Torsion bar Multilink, Coil Spring

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Steering
Steering Type Power Assisted Minimum Turning Radius (mtrs) Rack and Pinion Variable Ratio 5.6

Brakes
Front Brakes Rear Brakes Disc Drum

Wheel and Tyres

Wheel Tyres Wheel Size Tyres Tubeless Tyres 6.5Jx15 P 235 x70 R15

Dimension and Weights:

Overall Length (mm) Overall Width (mm) Overall Height (mm) Wheel Base (mm) Ground Clearance (mm) Boot Space (liter) Gross Vehicle Weight (kg) No. of Doors 4430 1817 1975 2680 180 460 2510 5

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SCORPIO LX
Features and Specification
Make Model Variant Body Type No. of Doors Mahindra Scorpio LX SUV 5

Fuel Efficiency
City Mileage Highway Mileage Fuel Capacity 10.5 kmpl 14.8 kmpl 60 Liters

Engine Parameter
Engine Displacement Power (PS@rpm) Torque (Nm@rpm) Compression Ratio No of Cylinders (cylinder) Valve Mechanism Bore (mm) Stroke (mm) Aspiration Cylinder Configuration Valves per Cylinder (value) Fuel System Fuel Type 2.2 Ltr m-Hawk Engine 2179cc 122 bhp @ 4000 rpm 290 Nm @ 1800-2800 rpm :1 4 Inter Cooled Turbo Charged 4 inline 4 CRDE Diesel

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Transmission
Transmission Type Gears/Speeds Clutch Type Manual 5Gears

Steering and Suspension

Steering Power Steering Front Suspension Rear Suspension Rack and Pinion, Power assisted Yes 2 WD Independent, Coil Spring, Anti Roll Bar 4 WD Independent, Torsion Bar Multilink, Coil Suspension

Brakes
Front Brakes Rear Brakes Disc Drum

Wheel and Tyres

Wheel Tyres Wheel Size Tyres Tubeless Tyres 6.5Jx16 P 235 x70 R16

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Dimension and Weights:

Overall Length (mm) Overall Width (mm) Overall Height (mm) Wheel Base (mm) Ground Clearance (mm) Boot Space (liter) Gross Vehicle Weight (kg) No. of Doors 4430 1817 1975 2680 180 460 2510 5

Comfort Features
Power Windows Seats Yes Fabric & Vinyl Combination Seats

Safety Features
Child lock Digital Engine Immobilizer Yes Yes

Except Power Windows and Fabric and vinyl combination seats there is no other comfort feature present in the Scorpio LX. In the safety Feature section Scorpio LX has Child Locking and Digital Engine Immobilizer.

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SCORPIO SLE
Features and Specification
Make Model Variant Body Type No. of Doors Mahindra Scorpio SLE SUV 5

Fuel Efficiency
City Mileage Highway Mileage Fuel Capacity 10.5 kmpl 13.5 kmpl 60 Liters

Engine Parameter
Engine Displacement Power (PS@rpm) Torque (Nm@rpm) Compression Ratio No of Cylinders (cylinder) Valve Mechanism Bore (mm) Stroke (mm) Aspiration Cylinder Configuration Valves per Cylinder (value) Fuel System Fuel Type 2.2 Ltr m-Hawk Engine 2179cc 122 bhp @ 4000 rpm 290 Nm @ 1800-2800 rpm :1 4 Inter Cooled Turbo Charged 4 inline 4 CRDE Diesel

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Transmission
Transmission Type Gears/Speeds Clutch Type Manual 5Gears

Steering and Suspension

Steering Power Steering Front Suspension Rear Suspension Rack and Pinion, Power assisted Yes 2 WD Independent, Coil Spring, Anti Roll Bar 4 WD Independent, Torsion Bar Multilink, Coil Suspension

Dimension and Weights:

Overall Length (mm) Overall Width (mm) Overall Height (mm) Wheel Base (mm) Ground Clearance (mm) Boot Space (liter) Gross Vehicle Weight (kg) No. of Doors 4430 1817 1975 2680 180 460 2510 5

Brakes
Front Brakes Rear Brakes Disc Drum

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Wheel and Tyres

Wheel Tyres Wheel Size Tyres Tubeless Tyres 6.5Jx16 P 235 x70 R16

Comfort Features
Power Windows Seats Voice Assisted System Arm Rest Powered ORVM Yes Full Fabric Seats Yes Yes Yes

Safety Features
Child lock Digital Engine Immobilizer ABS Central Locking System Front Fog Lamps Yes Yes Yes Yes Yes

With the Power windows and child lock this model of Scorpio consist voice assisted system and arm rest on the front row and powered ORVM (Outside Rear View Mirror) which increases its comfort features to a great extend.

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Scorpio SLE in the safety section includes the features of M2DI and some new features which include: - ABS (Anti-Braking System), Central Locking System which provides keys less entry in the vehicle and Front fog lamps.

SCORPIO VLX
Features and Specification
Make Model Variant Body Type No. of Doors Mahindra Scorpio VLX HI-END SUV 5

Fuel Efficiency
City Mileage Highway Mileage Fuel Capacity 10.5 kmpl 13.5 kmpl 60 Liters

Engine Parameter
Engine Displacement Power (PS@rpm) Torque (Nm@rpm) Compression Ratio No of Cylinders (cylinder) Valve Mechanism Bore (mm)
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2.2 Ltr m-Hawk Engine 2179cc 120 bhp (86.7 kW) @ 4000 rpm 290 Nm @ 1800-2800 rpm :1 4 -

Stroke (mm) Aspiration Cylinder Configuration Valves per Cylinder (value) Fuel System Fuel Type

Inter Cooled Turbo Charged 4 inline 4 CRDE Diesel

Transmission
Transmission Type Gears/Speeds Clutch Type Manual 5Gears

Steering and Suspension

Steering Power Steering Front Suspension Rear Suspension Rack and Pinion, Power assisted Yes 2 WD Independent, Coil Spring, Anti Roll Bar 4 WD Independent, Torsion Bar Multilink, Coil Suspension

Dimension and Weights:

Overall Length (mm) Overall Width (mm) Overall Height (mm) Wheel Base (mm) Ground Clearance (mm) Boot Space (liter) Gross Vehicle Weight (kg) No. of Doors 4430 1817 1975 2680 180 460 2510 5

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Brakes
Front Brakes Rear Brakes Disc Drum

Wheel and Tyres

Wheel Tyres Wheel Size Tyres Tubeless Tyres 6.5Jx16 P 235 x70 R16

Comfort Features
Smart Power Windows Seats Voice Assisted System Arm Rest Powered ORVM Cruise Control Audio System with USB & SD SUVsd Compatibility Audio Control on Steering Wheel Bluetooth Front Speakers Yes Full Fabric Seats Yes Yes Yes Yes Yes Yes Yes Yes

Safety features
Intellipark Rain Sensor Light Sensor ABS Bluevision Headlamps Speed Alert Audio Signal Yes Yes Yes Yes Yes Yes

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Scorpio VLX HI-END has the all the safety and comfort features. The comfort section includes the power windows with anti-pinch technology, Arm rest, Voice assisted system, Powered ORVM, Cruise control to control the vehicle speed by the buttons on the steering wheel which provides a great comfort during the driving, Audio system with USB and SD support, audio control with steering wheel, Bluetooth enabled and high frequency front speakers. Scorpio VLX also has adjustable steering through driver can adjust the steering wheel height according to his convenience.

In the safety section the Scorpio VLX the maximum safety features which include:Intellipark, Rain sensor, Light sensor, ABS (Anti-Breaking System) and speed alert audio signal.

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DEALER PROFILE
SNOWVIEW AUTO MOBILES PVT. LTD.
Snowview Automobiles is situated at the Shimla city of H.P. Snowview Automobiles is one of the authorized dealers of M&M.

Our Distinction
This one of the largest authorized dealer for Mahindra & Mahindra Automotive in Himachal Pradesh.

Partners in Progress:
We are the preferred partners of M&M Automotives, chiefly due to our successful sales record and quality. Our facilities have remained unsurpassed, as we strives everyday to better our self.

Commanding Presence:
Snowview Automobiles as a centralized air conditioned Showrooms of M&M automotive its kind in Himachal Pradesh, spread gracefully and decorated elegantly over a impressive10, 000 sq. ft. at Shimla, Being equipped with affable front office staff and adept professional technicians, Provide a perfect of quality Service and Reliability.

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Space Friendly:
The interior are aimed at making you feel completely at ease, in luxury. Because for us the customer is the king, one who deserve a regal offering. The setting is apt for times when you need to switch into a relaxed state of mind.

Technology to Stay Ahead:

We are equipped with the latest technology advancement in the industry, in order to give the best of services it matters. Not just to be part of, but to build the future, is our moto.

Ambience the Exude Relaxation:

Ours is one of the few service centers to be equipped with a fully-fledged customer-awaiting lounge. A part from a television and pool table, it had a wed kiosk to keep u connected all the time.

Service with Commitment:

Our dedicated team of mechanical specialty offers expert treatment for your vehicle. We ensure consistency in performance each time, without fail.

Attention to Details:
We provide genius spare parts and accessories to ensure exceptional performance. Every single aspect related to your vehicle is taken SUVs of at our premises.

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Dealing Made Convenient:

It is a part of our commitment policy to give advantage to our customer at every junction. We offer assistance of every kind of our premises itself, which makes it a one stop facility.

Expert Guidance at Every Step:

Our sales team gives utmost priority to your satisfaction. When you need help to make right choice, it is ensured that the result it beyond your expectations. Thus making it a point that you get the best in both luxury and comfort always.

Models: Mahindra & Mahindra been launching various types of MUVs and SUVs from the year of 1945, keeping in mind the quality, design, driving, comfort, fuel efficiency, service and resale value. These from a formidable force that gives our customers the pride and the joy of the value forever. Which drives M&M is:

Commitment Leadership At an eye for appropriate technology

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At the heart of every M&M is a unique engineering and an optimal mix of power and economy. All this is supported by M&M nation-wide dealership network and automated workshop that provides excellent after sale service. The technology has constantly exploring new opportunity to define the shape to tomorrows driving technology.

Promotional Activities:
The promotional activities adopted by Snowview Automobiles are 1. Test Driving 2. Free Driving 3. Hoarding 4. Discount 5. Advertisement in Newspaper and Magazine 6. Gift Scheme 7. Free Services 8. Mileage Contents Promotional expenses have been borne by both Snowview Automobiles and M&M, shares in advertisement cost.

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Service Offered

Service offered by the Snowview Automobiles after the sale of the SUVs Free checkups campaigns Finance through bank Demonstration for new products Acceptance of warranty claims

Working Time in Snowview Automobiles:

Working hours Snowview Automobiles are 10 hours per day starting from 9:30am to 7:30pm with one hour break for lunch and 15 minutes for evening tea and coffee.

PRODUCTS AVAILABLE AT SNOWVIEW AUTOMOBILES

Snowview Automobiles is a authorized dealer of M&M Company. M&M Company manufacture various types of MUVs and LCVs.

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These are:

MAHINDRA SCORPIO

SCORPIO VARIANTS

EX-SHOWROOM PRICE

SCORPIO M2DI

7,42,500

SCORPIO Lx mHawk

7,92,000

SCORPIO Sle mHawk

9,11,000

SCORPIO Vlx mHawk

10,30,500

SCORPIO Vlx (4X4) HI-END

11,30,000

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MAHINDRA XYLO

XYLO VARIANTS

EX-SHOWROOM PRICE

7,16,000 D2 (BASE VERSION)

7,81,100 E4 (LOWER VERSION)

8,37,500 E6 (SPORTZ VERSION)

8,91,500 E8 (TOP VERSION)

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MAHINDRA BOLERO

BOLERO VARIANTS

EX-SHOWROOM PRICE

BOLERO DI

5,48,000

BOLERO PLUS

5,71,000

BOLERR SLE

6,07,200

BOLERO SLX

6,54,200

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MAHINDRA RENAULT LOGAN

LOGAN VARIANTS

EX SHOWROOM PRICE

LOGAN GLE 1.4

4,84,000

LOGAN GLX 1.6

5,47,000

LOGAN GLS 1.6

5,75,000

LOGAN GLSX 1.6 LOGAN DLE 1.5

5,95,000 5,98,000

LOGAN DLX 1.5

6,40,000

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Part : II Project Overview

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CONSUMER BEHAVIOUR Our society is a land of diversity. We see diversity at all level exist among consumers, among nation, culture, food and taste among marketers and even among consumers behavior theoretically perspective. However, despite prevailing diversity in our society. The term consumers behavior refers to the behavior that consumers display in searching for purchasing, using, evaluating a disposing of product and service that they expect will satisfy their needs. To study consumers behavior to spend their available resource to understand and predict behavior in the market place, it also promote understanding of the role that consumption play in the lines of individuals. Consumer behaviour study include the study what they buy, why they buy it, when they buy, where they buy it, how often they buy it and how often they use it. Consumer research takes place at every phases of the consumption process, before the purchase, during the purchase and after the purchase, consumer behaviour research goes far beyond these facts of consumer behaviour and considered the uses of consumers make of the good they buy and their subsequent evaluation. Consumer behaviour is inter disciplinary, that it is based on concept and theories about people that have been involved by scientist in such diverse disciplines as psychology, sociology, social psychology, cultural anthropology and economics. Consumer behaviour has been an integral part of strategic market planning. The belief that ethics and social responsibility should also be Integral component of every marketing decision is a revised market concept. The term consumer is often used to describe two different kinds of consuming entitles the personal consumer and the organizational consumers.
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The personal consumers buys goods and service for his/her own use for the organizational encompasses for profit and non profit business, govt. agencies and institution all of which must buy product, equipment and service in order to run their organization. Introduction to buying motives Consumer or buyer is the central figure of all marketing activities. It is the consumer who determines the growth, prosperity and even existence of a business enterprise. Hence the marketer should always feel the pulse of customers. In order to understand the pulse of the customers, the marketer needs to understand fully the working of buyers mind. It helps him to plan his production and distribution to suit to the needs and convenience of customers .It also helps him to plan suitable marketing strategies. Thus it is very essential for every marketer to know his customers buying motives. Buying motives Motive is a strong feeling, instinct, desire or emotion that makes a person to do something. When a motive makes a person to buy a product, then it becomes a buying motive. Thus buying motive means the influence and considerations which makes a customer to buy a particular product. According to D.J.Duncan, buying motives are those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods and services. Buying motives are mainly two types, manifest motives and latent motives. Manifest motives are those motives which are known to the customer and also ready to admit them.

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Consumer Behaviour: Turning to the Web and New C2C Tools Consumers today have a multitude of sources from which to gather information during the vehicle buying process, but the Internet tops the list. The web has become a standard resource in the shopping process for eight out of 10 consumers when researching SUVs purchases. However, the way they use it is changing. As the web matures, vehicle buyers are visiting fewer sites and focussing more on manufacturer and C2C websites and less on third-party information sites and independent e-tailer sties. Manufacturer Sites a Key Information Source Just two years ago, information websites were identified as the number one information source by web users responding to the SUVs Online survey (tied with family and friends and manufacturer specific dealer), named by 55% of consumers. This year, they dropped to the number four source, named by 41% of web users. In comparison, manufacturer sites are now the top source for consumers who use the web when researching vehicles, named by 70% of respondents. Two years ago manufacturer sites held the number three position, named by 43% of web users. The use of dealer websites has remained steady, with about half of web users turning to these sites. Key Factors in Vehicle Choice When it comes to making their final decision about which vehicle to buy, consumers focus on factors such as reliability, safety, price and fuel economy. At the bottom of the list are cash-back incentives, named by fewer than half of consumers. The importance of incentives as a deciding factor has declined for
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the past several years, indicating that consumers today seem less interested in gimmicks when it comes to their SUVs purchases. Where consumers are in the buying cycle can make a difference in how they rank the factors that influence their vehicle choice. For example, additional warranty coverage is important to consumers who are furthest away from the point of purchase; it was named by 69% of respondents who were 13 to 18 months from purchase. However, the number declines as consumers get closer to actually buying the SUVs: 55% of respondents who were within three months of purchase said extra warranty coverage was important. This reflects the fact that consumers will narrow down the factors that really matter to them as they get closer to the point of purchase. Demographic factors such as age and gender accounted for some variances. For example, older consumers tend to put more emphasis on reliability and safety than do younger respondents. Those in the 50-plus age group were also more concerned with environmental issues and fuel economy. The youngest respondents were most likely to rate the ability to research information on the Internet as an important factor in their vehicle decision. Women tend to rate most of the factors as more important than do men. The difference was most pronounced for cash-back incentives, low financing, safety, environmental issues, fuel economy and additional warranty coverage.

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Going Green: Fuel Efficiency Takes Centre Stage Fuel efficiency and environmental issues have moved to the forefront in consumers minds and in automotive industry forums thanks to factors including global warming, fluctuating gasoline prices, and proposed legislation to increase fuel efficiency and reduce CO2 emissions. This growing interest in so-called green vehicles was evident in this years SUVs Online research. More than one-quarter of respondents said they currently own or lease a fuelefficient vehicle while almost half said they are planning to buy or thinking seriously about buying a fuel-efficient vehicle. Not surprisingly, the numbers for alternative-fuel vehicles were lower. Just 2% of respondents currently own an alternative-fuel vehicle and 11% are planning to buy or thinking seriously about buying one. The most common type of alternative-fuel vehicle represented in the survey were gas/ electric hybrids, named by about half of current alternative-fuel SUVs owners. Biodiesel vehicles were the second most common, named by 15%. The alternative-fuel market remains in transition and its still too early to tell how it will ultimately shake out, although sales are expected to continue to grow. For example, J.D. Power and Associates predicts that U.S. sales of hybrid vehicles will increase by 35% in 2007, compared with 2006. Current ownership of fuel-efficient and alternative-fuel vehicles tended to be quite consistent across gender and age groups, although the oldest consumers were somewhat more likely to be seriously thinking about buying an alternative-fuel SUVs.

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CONSUMER BUYING vs. ORGANIZATIONAL BUYING Final (or ultimate) consumers purchase for:

personal, family, or household use

Organizational consumers purchase for:

further production, usage in operating the organization, and/or resale to other consumers

Consumer Buying Behavior The decision processes and acts of final household consumers associated with evaluating, buying, consuming, and SUVs products for personal consumption Consider the purchase an automobile. You generally will not consider different options until some event triggers a need, such as a problem needing potentially expensive repair. Once this need has put you "on the market", you begin to ask your friends for recommendations regarding dealerships and SUVs models. After visiting several dealerships, you test drive several models and finally decide on a particular model. After picking up your new SUVs, you have doubts on the way home, wondering if you can afford the monthly payments, but then begin to wonder if instead you should have purchased a more expensive but potentially more reliable model. Over the next five years, the SUVs has several unexpected breakdowns that lead you to want to purchase a different brand, but you have been very happy with the services of the local dealership and decide to again purchase your next SUVs there.

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In this particular case, the following generic model of consumer decision making appears to hold: =====>need recognition =====>information search =====>evaluation of alternatives =====>purchase decision =====>postpurchase behavior

Now consider the purchase of a quart of orange juice. You purchase this product when you do your grocery shopping once per week. You have a favorite brand of orange juice and usually do your grocery shopping at the same store. When you buy orange juice, you always go to the same place in the store to pick it up, and never notice what other brands are on the shelf or what are the prices of other brands. How is it that the generic model above works differently in this second scenario? Why does it work differently? Why would we generally need the ministrations of a sales person in the sale of a SUVs, but we generally do not need the help of a salesperson in the purchase of orange juice? How can the marketer of orange juice get a consumer like you to exert more effort into information search or to consider alternative products? How is it that the marketer of your brand got you to ignore alternative competing brands? What is the involvement of salespeople in sales promotions that might be associated with products such as orange juice? Consumer behavior researchers are not so interested in studying the validity of the above generic model, but are more interested in various factors that influence how such a model might work.

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GROUP INFLUENCES ON CONSUMER BEHAVIOR Culture the set of basic values, beliefs, norms, and associated behaviors that are learned by a member of society Note that culture is something that is learned and that it has a relatively long lasting effect on the behaviors of an individual. As an example of cultural influences, consider how the salesperson in an appliance store in the U.S. must react to different couples who are considering the purchase of a refrigerator. In some subcultures, the husband will play a dominant role in the purchase decision; in others, the wife will play a more dominant role. Social Class A group of individuals with similar social rank, based on such factors as occupation, education, and wealth Reference Groups Groups, often temporary, that affect a person's values, attitude, or behaviors

E.g., your behaviors around colleagues at work or friends at school are probably different from your behaviors around your parents, no matter your age or stage in the family life cycle. If you were a used SUVs salesperson, how might you respond differently to a nineteen year old prospect accompanied by her boyfriend from one accompanied by two girlfriends? Opinion leader A person within a reference group who exerts influence on others because of special skills, knowledge, personality, etc.
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You might ask the webmaster at work for an opinion about a particular software application. Software manufacturers often give away free beta copies of software to potential opinion leaders with the hope that they will in turn influence many others to purchase the product.

Family A group of people related by blood, marriage, or other socially approved relationship

ENVIRONMENTAL / SITUATIONAL INFLUENCES ON CONSUMER BEHAVIOR Circumstances, time, location, etc. Do you like grapes? Do you like peas? You might like grapes as a snack after lunch, but probably not as a dessert after a fancy meal in a restaurant. You might like peas, but probably not as a topping on your pancakes. Everyday situations cause an interaction between various factors which influence our behaviors. If you work for tips (a form of incentive related to commission) as a waiter or waitress, you must certainly be aware of such interactions which can increase or decrease your sales. If you are doing your Saturday grocery shopping and are looking for orange juice, you are probably much more sensitive to price than if you stop at the quick store late at night, when you are tired and cranky, after a late meeting at the office. A prospect shopping for a new automobile while debating the wisdom of a necessary expensive repair to his SUVs might be more interested in what SUVs are on the lot than in shopping for the best deal that might involve a special order.

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INTERNAL INFLUENCES ON CONSUMER BEHAVIOR Personality A person's distinguishing psychological characteristics that lead to relatively consistent and lasting responses to stimuli in the environment We are each unique as individuals, and we each respond differently as consumers. For example, some people are "optimizers" who will keep shopping until they are certain that they have found the best price for a particular item, while other people are "satisfiers" who will stop shopping when they believe that they have found something that is "good enough." If you are a salesperson in a retail shoe store, how might you work differently with these two personalities? Lifestyle and Psychographics

lifestyle is a pattern of living expressed through a person's activities, interests, and opinions psychographics is a technique for measuring personality and lifestyles to developing lifestyle classifications.

Motivation: Multiple motives Consumers usually have multiple motives for particular behaviors. These can be a combination of:

manifest known to the person and freely admitted latent unknown to the person or the person is very reluctant to admit
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Note: different motives can lead to the same behavior; observing behavior is not sufficient to determine motives. TYPES OF CONSUMER PROBLEM-SOLVING PROCESSES Routinized

used when buying frequently purchased, low cost items used when little search/decision effort is needed e.g., buying a quart of orange juice once per week

Limited Problem Solving

used when products are occasionally purchased used when information is needed about an unfamiliar product in a familiar product category.

Extended problem solving

used when product is unfamiliar, expensive, or infrequently purchased e.g., buying a new SUVs once every five years

Under what sorts of conditions would the assistance of a salesperson be needed? Not needed?

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POST-PURCHASE CONSUMER BEHAVIOR Satisfaction After the sale, the buyer will likely feel either satisfied or dissatisfied. If the buyer beleives that s/he received more in the exchange than what was paid, s/he might feel satisfied. If s/he believes that s/he received less in the exchange than what was paid, then s/he might feel dissatisfied. Dissatisfied buyers are not likely to return as customers and are not likely to send friends, relatives, and acquaintences. They are also more likely to be unhappy or even abusive when the product requires post-sale servicing, as when an automobile needs warranty maintenance. Cognitive dissonance It has to do with the doubt that a person has about the wisdom of a recent purchase It is very common for people to experience some anxiety after the purchase of a product that is very expensive or that will require a long term commitment. Jane and Fred, for example, signed a one year lease on an apartment, committing themselves to payments of $1500 per month. A week later, they are wondering if they should have instead leased a smaller $900 apartment in a more rough part of town; they are not sure if they really can afford this much of a monthly obligation. Dick and Sally, on the other hand, ultimately rented the $900 apartment, and now are wondering if the savings in rent will be offset by noisy and sometimes unsafe conditions in this neighborhood. Perhaps neither couple would be experiencing this anxiety if their landlords had given them just the smallest of assurances that they had made a good decision. After a close on products that are expensive or that require a long term
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commitment, the salesperson should provide the prospect with some reasons to be happy with the decision. Allow the SUVs buyer to reinforce her own positive feelings by calling her a week after the purchase to ask how things are going. Call the new life insurance policy holder after two months to see if there are any questions; a lack of questions can only help the buyer to convince himself that he did the right thing. The four-wheeler Market is even expanding and ever changing showing new trends. Almost every day, we get to know about the launch of new model by different company Sales. Their market strategy and also their selling policy. But as the competitors gets intensified between the domestic and the multinational brands. The company producing better product enjoy the benefit.

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Objectives Shimla is the most developed town in Northen India and a capital of Himachal Pradesh and to capture this market and establish themselves as a leader is the prime aim of all the companies so as to have an psychological impact on the people and to have an edge over other four wheeler companies were not doing great business in This region from the very beginning. It was so because the prices of the product were high and the customer were not fully aware of proper advertisement facility, which is key factor in influencing a consumer. Earlier M&M product was almost enjoying the monopoly market but now Hyundai, Maruti and TATA entered the market with various promotional schemes and changing the market scenario. Nowadays with the advent of financial scheme by the commercial Bank and Hire purchase companies, the four-wheeler company has been given new dimension. But with the introduction of new models, the greater market opened up for all the SUVs companies, which ultimately led to a stiff competition between the brands. Today all the companies namely Hyundai, Toyota, Hyundai, TATA, Skoda, Chevrolet, Ford, Mahindra etc. are trying to grab the market. M&M is enjoying good reputation in SUVs segment in Shimla market for its after sales service. According to research, M&M is the largest SUVs manufacture in India.

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1. To study their satisfaction level of customers of different SUVs available

in Shimla.
2. To study the importance of various attribute which effect the purchasing

decision of customers in regard of SUVs.

3. To study the awareness level of different SUVs in Shimla. 4. To study the importance of dealer and their influence in marketing/sale

for SUVs in Shimla. 5. To study consumers buying behaviours. 6. To find out the expectation of the existing possessing and prospective customers of the company. 7. To study the impact of media on the customers.
8. To study the satisfaction level of the customers on overall performance

and after sale service of their existing SUVs.

9. To study different promotional scheme they expect for purchasing a new

SUV. Various segments of Mahindra are: Mahindra & Mahindra Limited is part of the Indian Industrial Conglomerate Mahindra group based in Mumbai. The company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra along with Malik Ghulam Mohammad. After India gained independence Malik Ghulam Mohammed moved to Pakistan where he became the nation's first Finance Minister. Now, with the Mahindra brothers as the whole sole of the company, its name was changed to Mahindra & Mahindra in 1948. Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under licence of the iconic
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Willys Jeeps in India. M&M introduced Jeeps to India and in no time they established themselves as the Jeep manufacturers of India. The company later branched out into the manufacture of Light Commercial Vehicle (LCVs) and agricultural Tractors, rapidly growing from being a manufacturer of army vehicles and tractors to an automobile major with a growing global market presence. At present, M&M is the leader in the utility vehicle segment in India with its flagship UV Scorpio.

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METHODOLOGY
(1) Preliminary Survey: - The project study was undertaken general

discussion and informal interview with the customer both possessing and prospective. The objective were set mainly to gain an idea about consumers buying behaviors of SUVs.
(2) Data Collection: - The data were collected from primary sources. The

primary data were collected from the customer both possessing and prospective. Surveying method through personal or direct interviews with the help of questionnaire-designed specification for the purpose did this.
(3) Questionnaire Design:- Primary data was collected through well framed

questionnaire. The questionnaire had two parts, one part for possessing customers and other part for prospective customer. Question was framed keeping mind. The various information required as per the objectives. Each question was directed towards getting information regarding M&M as well as other competitors. The questionnaire contained both open ended and close ended question. Also question with multiple-choice answers, degree of importance scale etc. were included. All effort were made to that the questionnaire was simple and precise and also adequate SUVse was taken about the language, structure and format of questionnaires.

(4) Sample Size: The sample was selected on the basis of simple random

sampling. A total 50 customer surveyed where 44 were processing and 6 were prospective customers. The total sample size in segmented under the following zones:
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Zones:
1. Snowview Automobiles. 2. Main Road, Kachi Ghati. 3. NH22. 4. Various business establishments in Shimla.

(5) Analysis: The data collected from the customer were analysed using

different standard statistical tools and techniques each of the question were analyzed to find out the purchasing behaviour of different SUVs with reference to M&M.
(6) Scope: The scope of the project is define by the objective of the study it

self. If the study was basically for the fulfillment at its objectives. This means that scope of this project study is restricted to consumers buying behaviours of M&M SUVs among the other brand in the market. Scope of this project is also restricted to the area of field survey in Shimla. The study does not include any other area like finance personnel product etc.
(7) Limitations: With many point the study of this project suffered from

many limitation also, likewise as the sample is low I cannot analyze many respondent, as the survey may also suffer from bais results.
(8) Recommendation: Recommendation were made or the based of finding

drawn from the project analysis.

(9) Conclusion: Conclusion were made on the finding and analysis of the

survey.
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DATA ANALYSIS AND INTERPRETATIONS OF THE QUESTIONNAIRE As the consumers play a key role in the todays market; their preferences, attitude and perceptions are of utmost value to the marketers keeping all the objectives of the study in mind and to give a proper dimension to the study undertaken, a comprehensive consumer survey was undertaken with the aid of a well-framed questionnaire. The detail of the findings have been fragmented as: Demographic profile segment: The analysis on demographic profile has been done on the basis of Age group, Occupation and Monthly income:

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Q. No 1. Occupation Considered This question was put forwarded to extract a profile factor of the respondent. The prime objective of this question was to know the occupation of the respondent. Though this it can be analysed that which segment of people have like for which brands. This question helped to extract the background of the customers owning and not owning SUVs.
Table No. 1.1 Occupation Service Business Students Others Percentage 30% 40% 20% 10%

People 15 20 10 5

Diagram 1.1

From the responses obtained, it was found that the most of the Businessman seemed to score high followed by service holder in possession of SUVs.

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Q. No 2. AGE GROUP The age group, which is one of the important roles in the buying behaviour of the customer, was extracted through this question. It was attempted to cover most of the age groups in various slabs.
Table No. 1.2 Age groups 20-25 26-30 31-35 36-40 Above 40 years Percentage 2% 8% 24% 40% 26%

Diagram 1.2

Age Group

The responses revealed that maximum number of SUVs possessed by respondents in the age group of 36 40. Age group above 40 years followed it. The least was found to be in the age group of 20-25 years.

Q. No 3. INCOME PROFILE OF THE RESPONDENTS

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Since the income of a respondent is also important in making decision to buy a SUVs, therefore, this question was framed to extract their level of income. The slabs of income considered for the purpose were ranging from Rs.15,000/(minimum) and above Rs.45,000/-.
Table No. 1.3
Income slab Rs.15,000 Rs.25,000/Rs.25,000 Rs.35,000/Rs.35,000 Rs.45,000/Above Rs.45,000/Percentage 44% 30% 18% 8%

Diagram 1.3
Income-wisedistributionof respondents
Above Rs.45,000/8% Rs.35,000 Rs.45,000/18% Rs.15,000 Rs.25,000/44%

Rs.25,000 Rs.35,000/30%

Out of the total respondents, most of them were found to be in the income slab of Rs.15,000 Rs.25,000/- followed by respondents in the age group of Rs.25,000 Rs.35,000/-.

Q.NO. 4. AWARENESS ON BRANDS OF SUVs

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The respondents in response to this question revealed the awareness about the existing brands of SUVs in the market. To reveal it, they were given options of various brands that are playing in the market of Shimla.
Table No. 1.4 Brands Hyundai Maruti Chevrolet Toyota Skoda Ford TATA Mahindra Percentage 100% 100% 76% 100% 70% 100% 100% 100%

Diagram 1.4
B randawarenessof Respondents
120% 100% 80% 60% 40% 20% 0% 100% 100% 76% 100% 70% 100% 100% 100%

g a t n c r e P

B nds ra

It is seemed that almost every brand is well aware by thr respondent. Q. No. 5. MEDIA OF AWARENESS An endeavor was made to know the source of information or the awareness of different brands of existing SUVs in the market of Shimla, to the customers. To respond to this query, respondents were opted with various sources of media.
Table No. 1.5 Media Newspapers Percentage 82%

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Magazines T.V. Advertisement Trade Fairs Friends Family Members Others

64% 100% 20% 80% 64% 46%

Diagram 1.5
Awareness Media
120% 100% 80% 60% 40% 20% 20% 82% 64% 100% 80% 64% 46%

g a t n c r e P

0%

Media

Of the different media, TV Advertisement ranked top in creating brand awareness among the perceptual mindset of the customers, which in turn effects the buying behaviour of a customer.

Q. No. 6. Do You Own a SUV Ownership of SUVs was the chief extraction of this question. To this question only 88% of the respondents were found positive whereas the remaining 12% were not in possession of a SUVs of their own.
Table No. 1.6 Media Yes No Percentage 88% 12%

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Diagram 1.6

Possessionof S s UV
No 12%

Yes Yes 88%

No

The question revealed that, of the 50 respondents only 44 of them owns a SUVs whereas rest 6 do not possess SUV.

PART A Questions of Part A were targeted to those respondents who own a SUV. These questions were put forwarded to know the brand of possessed by them, attributes they look for, payment patterns etc. The deliberation of each questions are discussed below separately below:

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Q No. 1. Most of the brands of SUVs existing in the market of Shimla were given to choose from by the respondents. Accordingly, respondents made their responses favoring mostly for Mahindra followed by Hyundai.
Table 2.1 Brands Hyundai Fiat Mahindra Chevrolet Toyota TATA Maruti Skoda Ford Percentage 27.27% 0% 40.90% 4.5% 0% 20.45% 4.5% 0% 2.27%

Diagram 2.1
B randsof carspossessedbythe respondent
45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 40.90% 27.27% 20.45% 4.50% 4.50%

g a t n e c r P

0%

0%

0%

2.27%

B nds ra

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Q.No. 2. This question was attempted to extract the factors, which plays a major role in the buying behaviour of the customers. It was attempted to cover most of the factors to make this extract more effective and productive.
Table No. 2.2 Sl. No. a) b) c) d) e) f) g) h) i) Attributes Price Financial assistance / credit facility Fuel efficiency Style / looks Comfort and convenience Durability Brand image Advertising After sales service Very Important 39 40 44 35 38 37 20 6 44 Important 5 4 5 6 6 18 19 4 1 6 19 Not so important

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In response to this question, as revealed by respondents, the attribute fuel efficiency and after sales service ranked top followed by financial assistance
Diagram2.2

Q. No. 3. A major factor Influence, which induces a person to buy anything (herein referred to as SUVs) was revealed by the respondents through their response to this question.
Table No. 2.3 Source of Influence Self Family Friends Colleague Others Dont own a SUVs Diagram No. 2.3 Percentage 48% 28% 10% 2% 0% 12%

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From the responses obtained, it is found that self-motivation is the major role in purchasing a SUVs. Of the 50 considered respondents

Q. No. 4

The price factor and payment mode also plays a pivotal role in the

buying behaviour of a customer. Respondents, being customers to respective companies, also looks for the most convenient mode of payment. Therefore, this question was designed to know their preferred mode of payment. In response to this query with four different options like (a) Cash (b) Bank finance (c) Private finance (d) Others, respondents numbering 21 opted to go for Bank Finance, for the purpose of low and reducing balancing method of charging interest, whereas 19 respondents opted to go for private finance for their lesser paper work despite interest being flat. Of the rest 1 opted for cash and remaining 3 opted for other modes of purchase. Table No.2.4
Options 73 No of respondents

Cash Bank finance Private finance Others

Diagram 2.4

1 21 19 3

Noof respondentspreferringtheir modesof payment 1

3 Cash 19

21

Bank finance Private finance Others

Q. No. 5 This question was designed to know the overall performances that were being experienced by the respondents from their SUVs. Also, an openended part in question was offered to reveal the exact kind of problem that they have experienced from their SUVs. 80% of respondents were satisfied with the overall performance of the SUVs whereas remaining 20% were partially or were not satisfied with their SUVss performance.
Table No. 2.5 Options Yes No Percentage 80% 20%

Diagram No. 2.5

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Q. No. 6 Another major factor playing the role in decision making of buying or buying behaviour of respondents was After sales service. So, this question was designed to know the satisfaction level on the after Sales service of respective brands, received by the respondents, which in other words are considered as the customers of respective brands.
Table No. 2.6 Options Yes No Diagram No. 2.6 Percentage 100% 0%

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Q. No. 7 This question was designed to know the next option, if any respondent is willing to go for a new one. To this query, 27.27% respondents were willing to go for latest model of SUVs whereas the remaining were happy to be contended with what they have.
Table No. 2.7 Options Yes No Diagram No. 2.7 Percentage 27.27% 82.73%

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Q. No.8 In terms of technical feature expectation of the respondents, it was found that all the technical feature are expected by the customers.
Table No. 2.8 Sl. No. 1. 2. 3. 4. 5. 6. Technical features High engine power High fuel efficiency Brakes Tyres & Wheels Power Steering Suspension Yes 100% 95% 100% 80% 98% 100% No 0% 5% 0% 20% 2% 0%

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7.

Power window Diagram 2.8

80%

20%

Q.No.9. This question was targeted to extract if they recommend M&M to others. To this response 10 respondents out 12 (possessing Mahindra brands of SUVs) are recommending whereas remaining 2 are not doing so.
Table No. 2.9 Options Yes No Diagram No. 2.9 No of respondents 10 2

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Noof respondentsrecom edingothers to m g for Mahindra o

2

Yes

No

10

PA RT B This part was intended for those respondents who were not possession of a four-wheeler SUVs. To this part only 6 respondents responded. Q.No.1 The never-ending choosy human beings were asked to extract their preference of brands when they go for their new SUVs. To this question only two respondents preferred to go for Hyundai brand of SUVs whereas 3 opted for Mahindra and remaining 1 opted for TATA.
Table No. 3.1

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Brands Hyundai Fiat Mahindra Chevrolet Toyota TATA Skoda Ford Diagram 3.1

No of respondents 2 0 3 0 0 1 0 0

Respondentspreferringto g for their Hyundai o Fiat 0 00 brandsof cars

0 0 1 Chevrolet 2 Toyota TATA 3 0 Mahindra Skoda Ford

Q.NO.2 To know the specific model of SUVs that the respondents would like to go for in near future are presented herein below in tabular form. The responses were obtained in the form of an open-ended response.
Table No. 3.2 Models Hyundais Santro l Mahindra Xylo Marutis 800 TATAs Indica Diagram No. 3.2 No of respondents 2 1 2 1

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Model preferredbyrespondents
2.5 2 1.5 2 2

t d n p s e r f o N

1 0.5 0

Hyundais Santro l Marutis Wagon R

Marutis 800

TATAs Indica

Models

Q. No.3: This question was attempted to extract the factors, which plays a major role in the buying behaviour of the customers. All the factors were found to be important for the respondents. Table No. 3.3 Sl. No. a) b) c) d) e) f) g) Attributes Price Financial assistance / credit facility Fuel efficiency Style / looks Comfort and convenience Durability Brand image
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Very Important Not so Important important 6 6 6 6 6 6 6

h) i)

Advertising After sales service

Diagram 3.3

6 6

Q. No. 4: The price factor and payment mode also plays a pivotal role in the buying behaviour of a customer. Respondents, being customers to respective companies, also looks for the most convenient mode of payment. Therefore, this question was designed to know their preferred mode of payment. In response to this query with four different options like (a) Cash (b) Bank finance (c) Private finance (d) Others, Out of a total of six respondents, one respondent preferred cash, two respondents preferred Bank finance and three respondents preferred private finance. Table No. 3.4 Options Cash Bank finance Private finance Others
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No of respondents 1 2 3 0

Modeof finance
3.5 3 2.5 2 1.5 1 0.5 0 3 2 1 0 Cash Bank finance Private finance Others

Diagram 3.4

Q. No. 5 : This question was framed to know about the respondents interest on the various promotional schemes, and was found that out of 6 respondents 100% were interested for the different promotional schemes which is shown in the following table. Table 3.5 (a) Options Yes No Table 3.5 (b) Sl.No. 1 2 3 Scheme Price discount Exchange offer Free gift Very Important 6 --83

No of respondents 6 0

Important -4 3

Not so important -2 3

4 5

Installment facility Interest free installments

4 6

2 --

---

Diagram No. 3.5 (b)

CONCLUSION

Since Indian Automobile market is continuously in the prowl of surging as a major SUVs manufacturer, people are purchasing SUV as there is increase of income of common people as well as change in tastes and preferences of consumers. It is important for the SUVs manufacturers and SUVs dealers to be able to understand the different factors affecting the extent in SUVs purchasing behaviour. People are more conscious about the on spot information provided about various SUVs who serves according to the needs and wants of the customer. The type of technology used and the wider reach of the service stations also affect the most on SUVs purchasing decision. While government obligations and various policies like import duties, custom exemptions is seen as second most affecting driver of purchase of SUVs. Factor 3 includes family needs; brand image; income level; special family programs/events like Anniversary, Birthday; insurance facility; credit SUVs acceptance; SUVs accessories affects customers SUVs purchase decision causing a variance of
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3.080.This shows that importance of family decisions, special occasions in family and the various services provided by SUVs dealers. includes installment payment facility; location of the SUVs dealer shop; looks; availability of service station showing customers accessibility to the service provided. Factor 5 shows the impact of various promotional activities and extra SUVs taken by SUVs dealers. Factors 6 shows the impact of suggestion provided by family members and peers as well as price and after sales service provided. includes the infrastructural benefits of the shop and the variety of SUVs it stores .The last but not the least ones shows the impact of factors of technical specifications of the SUVs and the festivel season offersThis study was conducted to find out the consumer buying behaviour of SUVs in special reference to the Mahindra brand in Shimla. The findings and analysis revealed many advantages as well as disadvantages for the Mahindra and Mahindra Pvt Ltd. Though the M&M is the faster growing company and leading in the market facing a stiff competition from Hyundai and Tata motors in the Shimla. It has been observed that Mahindra adopted many promotional strategies and companys marketing channel is also satisfactory. Now a days people are most aware about after sales service. The dealers also expect M&M has over come this problem and facilities should be improved for meeting the after sales service requirement effectively. The majority of customers expect loan or installment facilities. The M&M has joined hand with State Bank Of India and many private bank to promote this facilities. As most of the existing and prospective customers adults, M&M should introduces stylish Motor SUVs which compete its competitors product.
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But M&M to meet the expectations of new generation people who are the prospect, or customers has recently introduce SUV hoping to fulfill the demand of the new generation. As this study was conducted for educational purpose with the aim to give necessary information to the organization, any mistake by the researchers should be overlooked considering his inexperience in the field of marketing research.

LIMITATION The study suffers from many limitations of this report are enumerated as the following: Firstly, being the whole project dependent on primary data, the study has gained vulnerability. Secondly, the survey was restricted only 50 respondents in whole Shimla and as such may not be true representative of the entire Shimla. Thirdly, the major constrain was the time factor, as the study have to be finished within the stipulated time period. Fourthly, lack of interest and unenthusiastic response may have allowed biasness to creep this report.

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Finally, lack of conclusions, which have been drawn, are subject to criticism at any stages of its analysis and presentation. This report may not provide the best possible market scenario and the efforts can always be made to have this project report more effective and useful.

RECOMMENDATIONS Based on the findings drawn from the projects analysis, certain

recommendation need to be made as regards to the future course of action M&M Pvt Ltd., which can go a long way in improving the Brand Awareness of the Company in the SUVs market. The main recommendations are:
1. M&M should continue with its range of innovative products. At the same

time try to add value to its existing products so that it can cater to the present day requirements. As the study reveals that majority of customers are aged 20 40 years the needs and wants should be kept in mind while designing new products. 2. There should be proper synchronization between order placed an delivery. The distribution channel should be enhanced and the models should be readily available in the market.

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3. As the buying decision of the buyer has influenced by himself, company should target them through demonstration and advertisement. 4. As the market for the financial institutions are increasing, the company should target them through demonstration and advertisement.

5. Facilities should be provide to the dealers so that they can extend them to the customers while purchasing this brand. 6. Increase in sales promotion budgets to develop a point of purchase display and to participate to a greater extent in Trade shows and similar kind of shows and this will motivate the non-users to try out the products. 7. The company can sponsor local cultural programmes like Bihu festival of Assam holding Bihu competition at least once in a year and for attracting the youth it may sponsor sports events also.
8. The company can make charitable donation to different organizations. It can

extend their helping hand to the people hotted by natural havoc like flood, draught, earthquake etc. to win the hearts of the mass people which will build a good image of the Company among them. 9. As the market for the financial institutions are increasing, the company should come up with various schemes, which will induce them to influence the customer for the product. This includes offering various gifts, packages and financial incentives like higher commission as compared to other fourwheeler companies.

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10. Incentives and financial benefits provided to the dealers should be maximized to maintain their level of satisfaction and motivation.

Annexure

Bibliography
Name of the Author/Publisher 1. Kotler Philip 2. RSN Pillai Bhagavathi Year of Publication Eighth Edition (1994) Thirteenth Edition(2003) Second Edition (1990) Name of the Books Marketing Management Modern Marketing Principle and Practices Research Methodology

3 C.R. Kothari

Websites:http://www.wikipedia.org http://www.mahindra.com http://www.google.com

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Questionnaire
Respected sir/madam, I am Management (MBA) student at Sikkim Manipal University. I have been assigned a project in the context of which I am conducting a study on Customers buying Behavior on Mahindra and Mahindra in Solan, I would like to request you kindly to spare a few minutes for answering some questions. Your answers will be kept strictly confidential and will be used for academic purpose only. 1.Name of the respondent: 2. Address: Phone no: 3. Occupation: (a) Service (d) Others 4. Age group. (a) 20 to 25 years (d) 36 to 40 years 5. Monthly income: (a) Rs. 15,000 to 25,000/(b) Rs 25,000 to 35,000/(c) Rs. 35,000 to 45,000/(d) Above 45,000/90 (b) 26 to 30 years (e) above 40 years. (c) 31 to 35 years (b) Business (c) Students

6. What are the different brands of SUVs you are aware of? (a) Hyundai (d) Toyota (g) TATA (b) Maruti (e ) Skoda (h) Mahindra (c) Chevrolet (f) Ford

7. How did you aware of different brands of SUVs? (a) News papers (c) T.V. add (e) Friends (b) Magazines (d) Trade fairs (f) Family members

(g) others please specify.. 8. Do you own a SUVs? (a) Yes (b) No.

If yes please respond to Part A. If no please respond to Part B.

PART A (1) Which Brand of SUVs do you posses ? (a) Hundai (d) Chevrolet (g) Mahindra. (b) Fiat (e) Toyota. (h) Skoda (c) Maruti (f) TATA (i) Ford

(2) How important were the following attributes before you decide to buy the existing SUVs? Sl. Attributes Very Important Not so No. a) b) c) d) e) Important Price Financial assistance / credit facility Fuel efficiency Style / looks Comfort and convenience 91 important

f) g) h) i) j)

Durability Brand image Advertising After sales service Millage

(3) Who influence your decision in purchasing SUVs? (a) Self (c) Friends (e) Others. (b) Family (d) colleague (f) Dont own a SUVs

4) What was your mode of payment while purchasing the SUVs ? (a) Cash (b) Bank finance (c) Private finance (d) Others

Please Specify .

5) Are you satisfied with the overall performance of your existing SUVs? (a) Yes (b) No

If No, Kindly specify the problem 6) Are you satisfied with the after sales service of your SUVs ? (a) Yes (b) No

If No, Kindly specify the problem 7) Are you planning to purchase a latest model of SUVs ? (a) Yes (b) No

If Yes, Kindly specify the Brand 8) Which of the following technical features do you accept from your new SUVs that dose not exist in the old SUVs? Sl. No. 1. Technical features High engine power 92 Yes No

2. 3. 4. 5. 6. 7.

High fuel efficiency Breaks Tyres & Wheels Power Steering Suspension Power window

9) For the possessing customers of Hyundai SUVs, do you recommend others to purchase Hyundai SUVs? (a) Yes (b) No.

PART B 1) Which brand of SUVs would you like to purchase in near future? (a) Hyundai (d) Chevrolet (g) Mahindra. (b) Fiat (e) Toyota. (h) Skoda (c) Maruti (f) TATA (i) Ford

2) Which model of SUVs would you like to purchase in near future ? Model Name

3) Please indicate relative importance of the following factors, which you will consider before purchasing your new SUVs? Sl. No. a) b) c) d) e) f) Attributes Price Financial assistance / credit facility Fuel efficiency Style / looks Comfort and convenience Durability 93 Very Important Important Not so important

g) h) i)

Brand image Advertising After sales service

4) What mode of finance will you prefer for purchasing a new SUVs ? (a) Cash (b) Bank finance (c) Private finance (d) Others

5) Do you want avail any promotional scheme while purchasing the new SUVs ? (a) Yes (b) No

If yes please indicate the relative importance of the following promotional scheme. (Please put a tick in each row) Sl No. a) b) c) d) e) Scheme Price discount Exchange offer Free gift Installment facility Interest free installment Very important Important Not so important

Thanking you,

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