Index

Chapter Topic Page No.

1.
1.1 1.2 1.3 1.4 1.5

Introduction to study
Introduction Objectives of the study Importance of the study Scope and Limitations of the study Research Methodology

2.
2.1 2.2 2.3 2.4

Organization Profile
Introduction to the industry Brief history of organization Product Range Organizational Chart

3. 4.

Theoretical Background Data Analysis and Interpretation

5.

Findings / Observation

6.

Suggestions / Conclusion

7.

Bibliography

LIST OF TABLE AND GRAPH

Sr. No.
4.1

Name of Tables
Table representing different Age Group of Customers.

Page No

4.2 4.3 4.4

Table representing the Occupation of Customers Table representing the customers monthly income Table representing towards no. of customers for collects given the

preference information. 4.5

Media

Table representing which media is more influenced on respondent decision.

4.6 4.7 4.8

Table shows Source of finance of customers. Table decision maker for purchasing tractor. Table representing attribute consider by customer to showroom while purchasing.

4.9

Table representing primary reason to choose this tractor. Table representing features considered by customer while purchasing tractor.

4.10

4.11

Table representing schemes attract to customer for purchasing tractor.

4.12

Table representing to the respondents suggests the same product to others.

INTRODUCTION

1.1 EXECUTIVE SUMMARY:-

A study of A study of Consumer Buying Behavior towards Mahindra tractor is the project conducted for vitthal auto line in the karmala city. Today Companies need to take the necessary steps to retain their existing customer as well as attract new ones. Today it is highly imperative that marketers make products to suit the uniqueness and diversity of consumers tastes and preferences. Consumer behavior can be said to be study of how individuals make decisions on how to spend their available resources (time, money, effort) on various consumption related items. Consumer behavior refers to the observable behavior of consumers during searching, purchasing and post consumption of products or services. The study of consumer behavior involves what they buy, why they buy how they buy it, when they buy it, where they buy it, how frequently they buy it and what are the post purchases activates. As per the objective of the project, the research has conducted the survey in karmala city. The primary and secondary method was used for the collecting data to find Consumers buying behavior collected from consumers of vitttha auto showroom. A survey conducted by means of structure questionnaires with sample size 80 villages

1.2 OBJECTIVES OF STUDY:-

1) To study different occupation of customer.

2) To study influencing factors on customers.

3) To know decision maker for purchasing tractor.

4) To find out the primary reason for giving preference to tractor. .

5) To study different features attract to customer.

6) To gain an understanding of the theories and concepts of Buyer Behavior.

1.3) IMPORTANCE:

1) Indian consumers face an increasingly complex and diverse market place. One in six Indians say that they have been the victim of a major consumer fraud or swindle at some point , and three in four report having a Bad Buying experience.

2) Consumers are vulnerable to unfair or deceptive business practices and potentially to fraud, for a variety of reasons that range from the way business conduct themselves to their own behaviors, attitudes and levels of knowledge.

3) It is a well-known fact that most of the profits that a company earns are from a very small segment of its customer base. Retaining this base requires huge amount of effort from the company in terms of services, benefits etc. especially in the case of the tractor industry, the problem of customer retention is huge.

4) Consumers are being lured day in and day out by the fabulous offers provide by the tractor companies (actually only on the face of it) which distracts them and diverts them into thinking wrongly and suffering at a later stage.

1.4: SCOPE OF STUDY:-

This survey will help the company to know the buying behavior of consumers and also this will help the company to know wants and needs of Respondent. The company can find problem faced by Respondent. 1) The analysis of consumer buying process when purchasing the tractor .

2) This study has been made to find the level of satisfaction the customer has regarding the service provider by company & showroom.

3) To understand how the consumer take decision.

4) The study will be helpful for the dealer to find the drawbacks of after sales service.

1.5: LIMITATION OF STUDY:1) The sample size is considering 80 villages.

2) Research work was carried out in karmala city only the finding may not be applicable to the other parts of the city because of social and cultural differences. 3) When the buyers are busy we cant get accurate data from them.

4) According to the time limit of our project we can cover only the some area.

5) During survey some respondents may not give answer in a proper manner.

6) The views of the people are biased therefore it may not be reflecting true picture.

1.5 RESEARCH METHODOLOGY (A) Introduction:Marketing research is the function which links the consumer, customer and public to the marketers through information used to identify and define marketing, opportunities and problems, generates refine marketing action; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues; designs the method for collection information manages and implements the data collection process; analysis the results and communication the findings and their implication.

Research definition: Research is careful inquiry or examination to discover new information and relationship and to expand and to verify exiting knowledge. Research always starts with questions or a problem. Its purpose is to find answer to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies.

(B) Research design:Research design is the plan, structure and strategy of investigation conceived so as to obtain answer to research question and to control variance. - BY KERLINGER From definition it is evident that research design is more or less a blueprint of research. At the outset may be noted that there are several ways of studying and tackling a problem. There is no signal perfect design. The research design can be classified in to true broad categories: (A) Exploratory (B) Descriptive

(C) Casual Exploratory research is focus on the discovery of ideas. Exploratory research is carried out to define problems and developed hypothesis to test later. An exploratory study is generally based on the secondary data that are reading available. It does not have to change his focus of direction, depending on the availability of new ideas and relationship among variables. Descriptive studies are undertaken in many circumstances. Descriptive studies can be complex, determining a high degree of scientific skill on the part of the researcher. Casual research helps in determined cause and effect relationship. Between two or more variables. The present study seeks to find out the consumers attitude towards buying of tractor.

(D) Sources of Data

The sources of data collection methods are as follows.

a) Primary data:The primary data is that which details we collect first time from the market and also used first time in the research. We also say that the information is first time in the research decision. To collect the primary data questionnaire is prepared structure non-disguise questionnaire is prepared.

b) Secondary data:Secondary data are those data which are already collected by someone for some purpose and are available for the present study; secondary data are already collected by the companys records and other librarys books. When the secondary data are sufficient, the researcher has to be satisfied with the primary sources of data. Secondary data can be used as bases for comparison with primary data have been collected by questionnaire.

(E) Data Collection Method:Researcher instruments is the tool by which the researcher can do research on specific problems or objective. The most popular researcher instrument for collection data is Questionnaire for a particular investigation. It is simple for a moiled set of questions presented to respondents for their answers. Due to this flexibility, it is most common instrument used to collect the primary data. During the pre- testing of questionnaire, I seen the reaction of respondents and suggestions required to make change in research instrument. The questionnaire contains three types of questions .

Open-ended question:It is helpful in knowing what is uppermost in the mind of the respondents. It gives complete freedom to the respondent.

Dichotomous questions:It has only two answers in form yes or no, true or false, use or do not use. So the respondent is offered two or more choice.

Multiple-choice question:In this, the respondent is offered two or more choice.

(F)

Sampling plan:Sampling is a process of obtaining. The information about the entire population by

examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose.

A) sample Site:The survey was conducted in KARMALA taluka. (B)Sampling Unit:It means who is to be surveyed. Here target population is decided and it is who are interested to purchase tractor and sampling frame is developed so that everyone in the target population has known chance of being sampled. So the survey is conducted particularly in

KARMALA City & rural area. (C)Sample size:For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of tractor. The sample size is 80 villages.

(D)Sampling Method:A Stratified random sample is one where the population is divided in to mutually exhaustive strata or sub-group and then a simple random is selected within each of strata on age groups, occupation etc. I use a simple random sampling method

COMPANY PROFILE

We began manufacturing tractors in the early 1960s for the Indian market. Nearly 50 years later, we are one of the top three tractor companies in the world with annual sales above 150,000 and over 1.6 million tractors sold to date. Our products are making farms more prosperous in more than forty countries on six continents. Following our vision of farm-tech prosperity, weve also expanded into farm-support services, including agri-mechanization solutions under Mahindra AppliTrac; seeds, crop protection, and market linkages and distribution through Mahindra ShubhLabh; and agri-support information and counseling through the Samriddhi Initiative. Through this network of services, we aim to empower the rural farmer and transform rural productivity, income, and living standards. We want to improve farm lifestyles by making hard work easier, increasing yields, and increasing returns. All our tractor brands, ranging from the 15 HP engine to 75 HP, have been designed in close communication with farmers about their day to day tractor usage and farming practices. Our farm equipment and services provide a comprehensive support system to help farmers prosper. We see a tremendous latent demand for tractors in India. Less than 10 percent of all farmers own tractors, and 93 million of 116 million farm plots smaller than five acres. Our small, low-cost tractors have the potential to revolutionize these farmers productivity and work experience by mechanizing small farms for the first time, and our larger tractors help farmers continue to grow. Weve been the market leader in India for nearly three decades with a market share above 40 percent. This close relationship to Indian agricultural development has given us extensive expertise in designing and manufacturing farm equipment in response to local conditions, enabling us to enter foreign markets across the world. Today, we have footprints in the United States, China, Australia, New Zealand, Africa (Nigeria, Mali, Chad, Gambia, Angola, Sudan, Ghana, Morocco), Latin America (Chile, Argentina, Brazil, Venezuela, Central America and the Caribbean), South Asia (Sri Lanka, Bangladesh, Nepal), the Middle East (Iran, Syria) and Eastern Europe (Serbia, Turkey, Macedonia). We have a customer base of 1.45 millionand growing.

BOARD OF DIRECTORS
Board of Directors Mr. Bharat N. Doshi Mr. U. Y. Phadke Mr. Ramesh Iyer Mr. Dhananjay Mungale Dr. Pawan Kumar Goenka Mr. M. G. Bhide Mr. Piyush Mankad Mrs. Rama Bijapurkar Mr. Bharat Doshi, Chairman Designation Chairman Pricipal Advisor (Finance) Managing Director Independent Director Director Independent Director Independent Director Independent Director

Mr. Bharat Doshi is a fellow member of both, the Institute of Chartered Accountants of India and the Institute of Company Secretaries of India and has a Master's Degree in Law from the University of Bombay. He has participated in the Program for Management Development at the Harvard Business School. He was also a Fellow of the Salzburg Seminar on Asian Economies: Regional and Global Relationships held in December 2000. Mr. Bharat Doshi joined Mahindra & Mahindra Limited (M&M) in the year 1973. He is presently designated as Executive Director and Group Chief Financial Officer (Group CFO), M&M. He is also Chairman of Mahindra Intertrade Limited and Director of several companies in the Mahindra Group. He is an independent Director of Godrej Consumer Products Limited and NSE.IT. Mr. Doshi has been actively involved with the work of Chambers of Commerce and Industry in India and has been a member of various Expert Committees which influence economic and business policies of the Government. Mr. Doshi was a member of the High Powered Expert Committee constituted by the Ministry of Finance, Government of India, on Making Mumbai an International Financial Centre. Mr. Doshi is a member of Reserve Bank of India (RBI) constituted Working Group to examine a range of emerging issues pertaining to regulation of the NBFC (non-banking financial companies) sector. He is a member of the SEBI (Securities and Exchange Board of India) Committee on Disclosures and Accounting Standards (SCODA). Mr. Doshi has been associated with the Bombay Chamber of Commerce & Industry for the last 30 years and served as its President for the year 2009-10. Mr. Bharat Doshi was adjudged 'India's Best CFO' by the leading business fortnightly 'Business Today' (India Today Group Publication) in April 2005.

PRODUCT RANGE

YUVRAJ

YUVRAJ

The Yuvraj 215s low cost of ownership and best-in-class fuel efficiency is bringing mechanization opportunities to farmers with small landholdings across India and revolutionizing earnings capabilities. We designed the Yuvraj 215 for small farm operations. With one cylinder and 15 HP, the Yuvraj 215 is compact and easy to operate. We built it for long life and low maintenance, durability and dependability. It offers the first water-cooled single cylinder engine in the 15 HP segment, and its side shift gear is easy and comfortable to use. The Yuvraj 215 achieves a top speed of 25 kmph, the highest in its class. It can haul up to 1.5 tons. Its ideal for farmers ready to upgrade from bullocks or power tillers, or for farmers who need an additional machine for specific applications like inter-culture, power generation, or water pumping. Farmers who cultivate vegetables, tend orchards, or raise cash crops can all benefit from the Yuvraj 215s strong value proposition of affordability, power, and performance.

SARPANCH

Ushering in a new era of turbo technology, the Sarpanch sets a new pace for agriculture. Available in 39 HP to 52 HP, the Sarpanch's three-cylinder turbo engine brings you greater power, higher speed, and enhanced productivity. The full constant mesh transmission lets you shift gears in motion so you never have to slow down. The Hi-Tec hydraulic system gives you smooth operating control and the Quick Lift button lets you quickly lift and drop loads without fatigue. And the multi-disc brakes are immersed in oil to encourage top performance and low maintenance. The Sarpanch upgrades your style with new, modern lines and a removable front grille. Take a look at the illuminated gauges on the dashboard, bright halogen headlamps, and comfortable seating. With turbo power and style, the Sarpanch helps you get more done every day.

ARJUN

The Arjun will take your farm from prosperity to plenty. With its high-performance engine, technological superiority, and flashy looks, the Arjun dominates in the top-end category of 40+ HP tractors in India. The most advanced technology in India makes the Arjun an outstanding performer. Thanks to the Synchrotec transmission, you can change gears easily even when youre in motion. Dual acting balanced power steering ensures easy maneuverability in any operation conditions. Hi-Tec hydraulics ensure smooth and precise operation. And the Lubritech braking system is so powerful it can stop the tractor even with 25T of loaded trolleys on a steep gradient. The Arjuns four-cylinder Powerful, Long Life, and Fuel-Efficient engine (PLF) has higher engine and backup torque so you can pull heavier loads over rougher terrain. Its re-entrant combustion bowl improves fuel efficiency up to 20 percent. And it surpasses the BS-III emission norms. The Arjuns superior ergonomics make your work experience comfortable no matter how long your workday. The first tractor in India with radial tires, the Arjun brings you better grip for a smoother ride. And even when you take the Arjun to full speed, your ride stays quiet and smoothweve used cast iron for parts like the oil slump and valve housing cover to minimize noise and vibrations.

SHAAN

The Shaan is a modern multi-utility tractor with the ideal combination of looks and performance that will help you with more than just agricultureits multi-utility design will help you put your entrepreneurial ideas into practice. Weve built in a trolley with a payload of 750 kg so you can use the Shaan for a range of activities to suit your ambitions. With a top speed of 40 kmph and a 23.5 HP engine, the Shaan is fast enough to be not only a farming tractor, but also a goods or people carrier. Its got versatile style too, with a conventional tractor look coupled with chic features including a soft-top canopy and windscreen with wipers. Its comfortable seat and car-style clutch, accelerator, and gears will have you speeding through your work.

In 2007, the Shaan was recognized with the American Society for Agricultural & Biological Engineers Award for being one of the 50 Outstanding Innovations of the Year. From agriculture to transportation, the Shaan is ready to support you in every business activity

BHOOMIPUTRA

BHOOMIPUTRA

Exceptional reliability and value for money make the Bhoomiputra our best-selling tractor, accounting for almost 60 percent of all tractor sales. It brings you robust style, strength, better pick-up, and high fuel efficiencyand its easy to operate. Highly dependable and low maintenance, the Bhoomiputra will transform your farms productivity for years to come. The Bhoomiputra comes in five models ranging from 25 HP to 45 HP so you can choose exactly the tractor you need. Our engine technology monitors load and rpm to determine the optimal amount of fuel for each task, bringing you savings on fuel costs and gains in performance. And with a low rpm of 1900, your engine suffers less wear and tear so it can keep working for you longer. The Bhoomiputra offers a forward speed of up to 30 kmph to make tilling and transporting more time efficient. You can trust our self-energizing double disc brakes to perform in any conditions, even when youre loaded to the max. Install multi-disc oil immersed brakes and power steering for truly exceptional performance. Designed for your convenience, the Bhoomiputra features a unique surge tank that prevents the engine from heating up so that you dont have to check water levels in the radiator frequently. Stay comfortable with our adjustable seat and spacious cabin area, and stay hydrated with our built-in water bottle holder.

Company History

On October 2nd, 1945, Mahindra & Mohammed was set up as a franchise for assembling jeeps from Willys, USA. Two years later, Mahindra & Mohammed changed its name to Mahindra & Mahindra. Ghulam Mohammed migrated to Pakistan post-partition and became the first Finance Minister of Pakistan. Mahindra and Mahindra started trading steel on behalf on European suppliers. In 1955, Mahindra and Mahindra was converted to a public limited company. Soon after that the Mahindra tools division started. After the formation of Mahindra tools, Mahindra Engineering and Chemical products was formed. In 1983, M&M led the Indian tractor segment. Post that incident they formed a joined venture with British Telecommunications to form Mahindra British Telecom. Keshub Mahindra was made the Chairman of Mahindra in 2007 from the post of Vice-Chairman and Managing Director. Mahindra has total revenues of US 12.5 billion dollars and employs more than 1,19,900 people around the world. The company has coverage in the vehicles market, the tractor market, information technology as well as significant present in financial services, leisure and hospitality.

Company Founder(s)

Mahindra & Mahindra was founded by two brothers - Jagdish Chandra Mahindra & Kailash Chandra Mahindra. KC Mahindra went to the United States of America as Chairman of the India Supply Mission. He met Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II become ideal for India's rugged terrain, he thought. The Mahindra brothers joined hands with Ghulam Mohammed to become a franchise for assembling jeeps from Willy, USA. In the North Indian city of Ludhiana in Punjab, Jagdish Chandra Mahindra was born. The eldest of nine children, he lost his father at an early age. He believed strongly in education and made sure that his brothers and sisters studied hard. Jagdish Chandra studied at Veermata Jijabai Technological Institute (VJTI) Mumbai, one of India's premier engineering and technical institutes. JCs first stop job was with Tata Steel as the senior Sales Manager from 1929 to 1940.

KC Mahindra was also born in Punjab. KC studied at the Government College, Lahore and Cambridge, UK. When he graduated from Cambridge, Mr. Sachinanda Sinha, Vice Chancellor of

Patna University, introduced him to Mr. R.N. Mukherjee, Senior Partner of Messrs. Martin & Company. He started editing the monthly magazine INDIA and the Hindustan Review. KC moved to Bombay with his brother JC in 1946 to found Mahindra & Mohammed. Under his leadership as Chairman, Mahindra & Mahindra established itself as a major car player in the Indian market. He also served as Director of RBI, Air India, and Hindustan Steel and Chairman of Indian Aluminum Company. JC died in 1951 while KC died in 1963.

Company Milestones

1940 : Mahindra & Mahindra was launched and it assembled jeeps in Willys, USA. 1950: They established a joint venture with Mitsubishi Corporation and 5000 tons of wagon-building plates from Yawata Iron & Steel were supplied 1960 : They formed another joint venture this time with International Harvester Company, USA and called it the International Tractor Company of India. 1970 : International Tractor Company of India merged with Mahindra & Mahindra and was its Tractor Division. 1980 : Mahindra was the number one tractor company in India, a position it has till date. Formerly known as Mahindra British Telecom, Tech Mahindra was established - a joint venture with British Telecommunications. 1990 : The company went into a large number of new business areas and many new companies were established. These are: Mahindra Holidays & Resorts India Limited, Mahindra USA Inc.for distribution of tractors in the USA, Mahindra Consulting (now Bristlecone), Mahindra Financial Services Limited as a wholesale fund provider, Mahindra Ford India Limited - a joint venture with Ford Motor Company, USA, to manufacture passenger cars, and Mahindra United World College of India. 2000: The Scorpio launched a sports utility vehicle that redefined the SUV market. Mahindra & Mahindra Tractors was awarded the Deming Prize for excellence in quality. From Jiangling Tractor Company, it took over the tractor manufacturing division. Mahindra Renault Limited was a joint venture with Renault to manufacture and market Logan, a mid-sized sedan. Mahindra International Limited was a joint venture with International Truck and Engine Corporation to manufacture trucks & buses in India. Mahindra & Mahindra acquired the Stokes Group of UK, the largest automotive forgings company in the UK. In order to create a Greenfield site with capacity of 500,000 units per year within 5 years, Renault and Mahindra signed a MoU for a long-term partnership in India

Mahindra through its subsidiary agreed to acquire majority stake in Jeco Holding AG, one of the top five forging companies in Germany. Mahindra acquired a majority stake in Punjab Tractors Ltd

Vision & Values

Mahindra and Mahindras vision is to be an innovative and modern company and challenge traditional thinking to change the lives of people across the world. The company has its products to meet the ambitions of its customers - to help them to achieve their goals and their businesses support communities by providing employment, research and development, and by bringing in green technology through their products as well as very efficient manufacturing. The main values that Mahindra relies on are: Corporate Citizenship, Being Professional, Dignity, Customer is Key, and Quality. In being professional the company scouts for the best talent, expects great work from them and gives them a chance to grow in the company. They also like creativity and risk taking. In terms of customer satisfaction, the company wishes to provide the customers the products which they want and if they want any modifications, they will work to improve their product to meet the changing requirements of the customers. They also focus on great quality at they believe that Quality is the key to delivering value for money to our customers. The company also respects the time and effort of the indi viduals and gives them the right to express disagreement and their dignity. They focus on fairness, trust and transparency. Lastly the company aims to serve the needs of the communities in which they operate. They lie on high business morals and ethics and are unwilling to compromise them for anything

Management Team

Anand Mahindra is the Vice-Chairman and Managing Director of Mahindra and Mahindra. He has been the Managing Director of Mahindra since 1997. Mr. Mahindra started his stint at Mahindra in 1981 where he joined Mahindra Ugine Steel Company as the President and Managing Director. He cofounded the Harvard Business School Association of India.

Anita Arjundas is the Chief Executive Officer of Real Estate and Managing Director of Mahindra Lifespace Developers since April 2009. She works on the Special Economic Zones, and Industrial Parks of Mahindra.

Bharat Doshi is the Executive Director and the Chief Financial Officer of Mahindra and Mahindra. From 2008, he was the Chairman of Mahindra Rural Housing Finance Limited and the Non-Executive Chairman of Mahindra and Mahindra Financial Services. From 2009, CP Gurnani serves as the Chief Executive Officer of Mahindra Satyam. He is the President of International Operations and is in charge of Tech Mahindra. Rajesh Jejurikar is the Chief Executive of the Automotive Sector and served as the Chief of Operations of the automotive segment of Mahindra. He works in sales and marketing and has worked in Mahindra Renault since 2005. Keshub Mahindra serves as the Chairman of Mahindra and Mahindra since 1963. He is on the board of the Mahindra Foundation and K.C. Mahindra Education Trust and Population First. He is a graduate of Wharton in Pennsylvania. Narayanan Vaghul has been the Chairman of Mahindra World City Developers Limited. He is also the Director of Mahindra Industrial Park Limited and the Director of Mahindra and Mahindra. Ashok Ganguly is the Director of Mahindra and Mahindra Limited.

Manufacturing Facilities

Mahindra has seven auto manufacturing facilities

Igatpuri (Engine Plant) Haridwar (3 wheeler / GiO plant) Kandivli (utility vehicles) Nasik (utility vehicles) Chakan Zaheerabad (LCVs & 3 wheelers) Completely Knocked Down Unit Plants in Egypt and Brazil

It has the following tractor manufacturing facilities Mahindra Tractors

Mumbai Jaipur Rudrapur Nagpur Swaraj Tractors Mohali operations

Swaraj Division (Tractor plant 1 and Tractor & Harvester Plant 2) Swaraj Foundry Division Swaraj Engines Ltd. Swaraj Automotiv

Mahindra Powerol plants

Delhi Chennai Pune Vasai USA (3 Plants)

Houston, TX Red Bluff, CA Chattanooga, TN China (3 Manufacturing plants)

MCTCL (Nanchang) MYYTCL (2-Yangcheng) ANZ (1 Assembly plant)

Brisbane, Queensland

The company has a strong network of dealers, service stations and sales offices. Mahindra & Mahindra has an automanufacturing plant at Chakan in Maharasthra. This facility is pretty large, being 700 acres and has a capacity to produce 3 lakh vehicles. The investment to make this facility was 5000 crores and it produces the product range from the Maximo to the Mahindra Navistar Truck. Not only that, it also produces the SUV and Pick up truck line from the US market.

The company has different areas: one to make the body, another to paint, another to assemble parts of the car. It will also include production of various other models of its cars. The plant was set up in a record time of 22 months. Along with that production capacity, Mahindra has set up Tribal Industrial Training Institutes to train people to create employment along with the Government. The Press shop has a sound deadning system which ensures a good working environment and also a scrap conveying system that conveys scrap directly to the trucks. The Paint shop is another special area of the plant. The plant also has 70 solar dishes.

Technology

Within technology Mahindra has three main divisions- Tech Mahindra which specializes in solutions for communications industry and is a telecom focused system integration and IT solutions company. Mahindra Satyam is a global business and information technology services company. Bristlecone is a provider of a range of services like supply chain spectrum, strategy and process consulting, and business process outsourcing to companies in Asia.

Awards & Recognition

Anand Mahindra won the Qimpro Platinum Standard (Business) 2008 award for excellence in business practices. Mahindra Holidays & Resorts India Limited (MHRIL) won the CNBC AWAAZ Travel Award for its LakeView Resort, Munnar. The award was received in the category of Best Resort for Health and Rejuvenation. Ulrich Wolffram, Head of Operations of MHRIL received the award. Mahindra was felicitated with the 'Brand Communicator of the Year' at the 9th Asia Pacific PR Award. The award was received by Roma Balwani, head of corporate communications of Mahindra and Mahindra. Mahindra & Mahindra was awarded the ICSI National Award for Excellence in Corporate Governance for the year 2008 at a function held in Vigyan Bhawan, New Delhi. The award is for companies which follow the highest standards of corporate governance and best practices which are worthy of notice. The Institute of Company Secretaries of India (ICSI), a premier professional body

has been set up under an Act of Parliament to develop and regulate the profession of Company Secretaries. The award was received by Arun Nanda, Executive Direcotr of Mahindra and Mahindra Limited. There were many jury members present at the award ceremony.

International Operations

Mahindra and Mahindra has been connected globally since its founding in 1945. It has a setup in North America, South America, Europe, Middle East, Africa, Asia and Australia. In the US market Mahindra works with Caterpillar and John Deere and GE. The company also helps American companies to source materials from India. The company also consults various other consulting companies from the Silicon Valley. The company also works with agribusiness and farm equipment, automotive, components, consulting services, energy and IT. The company sells tractors in China, and also sells fresh products to South East Asia. They also help Bangladesh and Nepal with generator sets so that there is supply of power at the homes in these countries improving the standard of living at home. They also sell their vehicles to Nepal. It has an office in Singapore too from where it does security consulting. They also work with Japan on bulk handling systems. Club Mahindra also allows people to take vacations and travel all over the world

Exports

Mahindra and Mahindra in collaboration with Navistar of United States has plans to export the right hand drive commercial vehicles manufactured in India to foreign markets like South Africa and SAARC counties. The company plans to sell 50,000 heavy commercial vehicles and 20,000 light vehicles according to Nalin Mehta, managing director of Mahindra Navistar Automotive Limited, the Joint Venture between Navistar of US and Mahindra and Mahindra of India.

Future Plans

Mahindra and Mahindra plans to launch a new SUV which is above the Mahindra Scorpio. The company after acquiring the Korean company Ssangyong will pump in Rs. 2,000 for the company restructuring. The company is also working with Reva and is planning to launch Reva cars in China. The model that the company plans to launch in China is the Reva NXG which runs at 100 kmph and at the range of 170 kms. The Mahindra Renault design of the car will be changed as the Logan has not done that well in India. There is also the Mahindra Great Escape event that takes place in Hyderabad every year where people test their Mahindra cars.

 ORGANIZATION HISTORY:The vitthal autoline on is work from last six year in the market with Mahindra tractor. The organization work in different areas like sales, services and spare parts while they are provide different models to the customers according to the need of customer. They are provides different models like Mahindra arjun 605 were they are provide one year free service to the customer and its price is Rs 7.93 lakh while the sarpanch and Rs 6.50 lakh also they provide year free service on that tractor.

ORGANIZATION CHART:DEALER

MANAGER

DEPARTMENTS

Reception

Sale

Store

Finance

Registration

Spare Part

Workshop

WORKERS

ORGANISATION BODY:Owner- Ranjeetsinh shinde

MANAGER-Sham dddfdfdffewf kulkarni DEPARTMENTS

Reception-

Sale-

Service-

Financemr. wyavhare

THEORITICAL BACKGROUND

CONSUMER BUYING BEHVIOUR:The main aim of marketing is meet and satisfy target customers need and wants buyer behavior refers to the peoples or organization conduct activities and together with the impact of various influence on them towards making decision on purchase of product and service in a market. The field of consumer behavior studies how individuals, groups and organization select, buy, use and dispse of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. The wealth of products and service produced in a country make our economy strong. The behavior of human being during the purchase is being termed as Buyer Behavior. Customer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. A buyer makes take a decision whether save or spend the money. Consumer Behavior is the study of how individuals make decisions to spend the available resources (time, money, effort) on consumption related items. It includes the study of what they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. The field of consumer behavior studies how individuals, groups and organizations select, buy use and dispose of goods, services, ideas or experiences to satisfy their needs and Consumer Behavior is inter disciplinary, that it is based on conceptsand theories about people that have been developed by scientists and in suchdiverse disciplines as Psychology Sociology, Social Psychology, cultural anthropology and economics, Consumer research is the methodology used to survey consumer behavior.Consumers researchers who engage in Research designed to predictConsumer behavior are called positivists. Those who take a qualitative approachto understand consumption behavior are called interpretivists rather than take a population approach to the study of consumer behavior.

 Definition of Buyer Behavior:Buyer behavior is all psychological, social and physical behaviors of potential customers as they become aware of evaluate, purchase, consume and tell others about product & service.

Consumer Buying Decision Process:There are following five stages in consumer buying decision process.

1. Problem identification:The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, Marketers can identify the most frequent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest.

2. Information Search:The consumer tries to collect information regarding various products/service. Through gathering information, the consumer learns about completing brands and their features. Information may be collected form magazines, catalogues, retailers, friends, family members, business association, commercial, chamber of commerce, telephone directory, tradefair etc. Marketers should find out the source of information and their relative degree of importance to the consumers.

Personal Sources:
Family, Friends, neighbor, as quittances.

Commercial Source:
Advertising, sales person, Dealers, display.

 Public sources:Mass media, consumer, rating organizations.

Experimental sources:Handling, Examine, using the product.

3. Evaluation of alternative:There is no single process used by all consumers by one consumer in all buying situations. There is several First, the consumer processes, some basic concepts are: First, the consumer is trying to satisfy need. Second, the consumer is looking for certain benefits from the product solutions. The marketer must know which criteria the consumer will use in the purchase decision.

4. Choice of purchasing decision:From among the purchase of alternatives the consumer makes the solution. It may be to buy or not to buy. The other additional decisions are: Which types of bike he must buy? From whom to buy a bike? How the payment to be made? And so on. The marketer up to this stage has tried every means to influence the purchase behavior, but the choice is properly consumers. In the evaluation stage the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to but the most preferred brand.

5. Post Purchase Behavior:After purchase the product, the consumer will experience the same level of product. The Marketers job not end when the product is buying must monitor post-purchase satisfaction, post-purchase action, post-purchase use and disposal.

 SOURCES OF INFLUENCE ON THE CONSUMER

The consumer faces numerous of influence. Often, we take cultural influences for granted, but they are significant. An American will usually not bargain with a

storeowner. This, however, is common practice in much of the world. Physical factors also influence our behavior. We are more likely to buy a soft drink when we are thirsty. For example, and food manufacturers have found that it is more effective to advertise their products on radio in the late afternoon when people are getting hungry. A persons self image will also tend to influence what he /she will buy an upwardly mobile manager may buy a flashy car to project an image of success. Social factors also influence what the consumers buyoften, consumers seek to imitate others whom they Admire, and may buy the same brands. The social environment can include both the mainstream culture (e.g., Americans are more likely to have corn flakes/ham and eggs for brake past than to have rice, which is preferred.

 DECISION-MAKING INVOLVES SEVERAL STEPS

Need recognition

Purchase evaluation

Information search

Purchase decision

Evaluation of alternatives

Problem recognition:
You realize that something is not as it should be. Perhaps, for example, your car is getting more difficult to start and is not accelerating well.

Information search:What are some alternative ways of solving the problem? You might buy a new car, buy a used car, take your car in for repair, ride the bus, ride a taxi, or ride a skateboard to work.

 MAJOR FACTORS INFLUENCING BUYING BEHAVIOR:A consumer buying behavior is influenced by Cultural, Social, Personal and Psychological factors. CULTURAL FACTORS: Cultural, Subculture and Social class are particularly important in buying Behavior CULTURE: Culture is the fundamental determinant of a persons wants and Behavior SUBCULTURE: Subculture that provides more specific identification and socialization for their members.Subculture includes nationalities, religions, and racial groups and geographic regions. Attribute to these social class factors towards Mahindra tractor purchasing behavior of consumer. The income level of upper middle class(15000-20000) is use Mahindra tractor. It depends upon their income levels only and occupation of farmer also influenced by the Mahindra tractor. SOCIAL FACTORS: The main social factors influences the consumers behavior are as, a) Reference groups b) Family c) Social roles and status.

a) Reference groups:
A persons reference groups consist of all the groups that have a direct (face to face) or indirect influence on the persons attitudes or behavior. Groups having a direct

influence on a person are called membership groups. Some membership groups are primary groups such as family, friends, neighbors, and co-workers.

Marketers they to identify target customers reference groups. However the level of reference groups influences various many products and brands. Reference groups appear to influence both product and brand choice strongly only in the case of automobiles and color television. Automobiles advertisements are more impressed through reference groups.

b) Family:
The family is the most important consumer buying organization in society and it has been researched extensively. Family members constitute the most influential primary reference group. According to their family size also influences the buying consumer. behavior of

C) Roles and status:

A person participates in many groups-families, clubs organizations. A persons position in each group can be defined in terms of role and status. A role consists of the activities that a person is expected to perform. Each role carries a status. People choose products that communicate their role and status in society.

According their role and status, the company presidents often drive Mercedes, wear expensive suits and drink chives regal scotch Marketers are aware of the status symbol potential of products and brand and consumer buying behavior.

 PERSONAL FACTORS: Personal characteristics include the buyers age and stage in the life cycle,

occupation economic circumstances, life styles and personality and self-concept.Ocupation also influences a persons consumption pattern. Blue color works will buywork clothes, work shoes and lunch boxes. A company president will buy pensive suits and Markets try to identify the occupational groups that have above-average interest in their products and services Business. People are more interest buying automobiles according to their to their occupation. Product choice is greatly affected by economic circumstances spendableincome (level, stability and time pattern) savings and assets (including the percentage that is liquid) debets, borrowing power and attitude toward spending savings. If economic indicators point to a recession, markets can take steps to often value to target customers.

PSYCHOLOGICAL FACTORS:

A persons buying choice are influenced by four major psychological factorsMotivation, Perception, learning, beliefs and attitudes.

 Characteristic of Buyer Behaviors:The chief characteristics of the buyers behaviors are as follow:-

(1) It consists of mental and physical activities which consumers undertake to get goods and services and obtain satisfaction from them.

(2) It includes both observable activities such as walking through the market to examine merchandise and making a purchase and mental activities-such as forming attitudes, perceiving advertising material, and learning to prefer particular brands. 3) Consumer behaviors are very complex and dynamic to constantly changing. And therefore, management need to adjust with the change otherwise market may be lot.

4)The individuals specific behaviors in the market place is affected by internal factor, such as need , motives, perception, and attitudes, as well as by external of enviourmenatal influences such as the family social groups, culture, economics and business.

DATA ANALYSIS AND INTERPRETATION TableNo-4.1: The following table representing different Age Group of Customers.
Age Sr.No 1 2 3 4 18 yrs.-28 yrs. 29 yrs.-38 yrs. 39 yrs.-48 yrs. 48&above Total 20 50 20 10 100 20% 50% 20% 10% 100% No. Of Respondents Percentage (%)

Total 4 48&above 39 yrs.-48 yrs. 29 yrs.-38 yrs. 18 yrs.-28 yrs. 0 20 40 60 80 100 3 Percentage (%) No. Of Respondents 2 1

Interpretation:-

From the above table & bar it has been observed that 50% of the

respondents are in age group of 29-38, 20% of respondents are in age group of 18-28, were 20% of respondents are in age group of 39-48,& 5% of respondents are belongs Age group of 48 & above.

Table No-4.2: The following table representing the Occupation of Customers.

Sr.No

Occupation

No. Of Respondents

Percentage (%)

1 2 3

farmer Small businessman Services Total

65 20 15 100

65% 20% 15% 100%

120 100 80 60 40 20 0 Services farmer Occupation Small businessman Total

Sr.No

Interpretation:From the above table and line chart it has been observed that 65% of the respondents are farmer were 20% of the respondents are the small businessman and 15% of the respondent is service man.

Table No -4.3: The following table representing the customers monthly income

Sr.No 1 2 3 4

Income (Rs.)

No. Of Respondents

Percentage (%) 30% 35% 25% 10% 100%

Rs.10000- Rs.15000 30 Rs.15000- Rs.20000 35 Rs.20000- Rs.30000 25 More than Rs.30000 10 Total 100

120 100 80 60 40 20 0 Rs.10000- Rs.15000- Rs.20000- More Rs.15000 Rs.20000 Rs.30000 than Rs.30000 1 2 3 4 Total No. Of Respondents Percentage (%)

Interpretation: From the above table and graph it has been observed that 30% of respondent are from 10,000-15,000 income level, 35% of respondent are income in Rs.15000-20,000

income level were 25% of respondents are of Rs. 20,000-30,000 and 10% of respondent income level is more than Rs. 30,000.

Table No 4.4: The following table representing no. of customers given preference towards
Media for collect the information.

Sr.No
1 2 3 4

Particular
Television Paper Friends Others Total

No. of Respondents
15 25 40 15 100

Percentage (%)
15% 25% 40% 15% 100%

Percentage (%)
120% 100% 80% 60% 40% 20% 0% 0 1 2 3 4 5 6 Percentage (%)

Interpretation:
From the above table and graph it has been observed that 40% of the respondent gathers information from the friends was 15 % respondent collect information from the television and 25% gather information from the paper ads.

Table No -4.5: The following table representing which media is more influenced on
respondent decision Sr.No 1 2 3 4 Particular Television Paper Friends Others Total No. of Respondents 16 20 52 12 100 Percentage (%) 16% 20% 52% 12% 100%

60

50

40 No of respondent Percentage (%)

30

20

10

0 Television Paper Friends Others

Interpretation:From the above table and graph it is observed that 52% of the respondents decision influenced by the friends was 20% of the respondents influenced from the paper ads and 12 % of the respondents more influenced by the others Medias.

Table No-4.6: The following table shows Source of finance of customers.

Sr.No
1 2 3

Sources of Finance
By cash By Loan Total

No. of Respondents
45 55 100

Percentage (%)
45 % 55 % 100 %

250 200 150 100 50 0 Sr.No Sources of Finance No. of Respondents Percentage (%)

Interpretation:From the above table and pie chart it has been observed that 55% of the respondents purchase tractor For by Loan and 45% of the respondents purchase tractor from Cash

Table No-4.7: The following table decision maker for purchasing tractor.
Sr.No 1 2 3 4 Sources Father Self friends Others Total No. of Respondents 46 42 10 02 100 Percentage (%) 46 % 42 % 10 % 02 % 100 %

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3

Percentage (%) No of Respondents particular

Interpretation:
From the above table and graph it has been observed that 46 % of the respondent takes decision from father for purchasing tractor were 42 % of the respondent is take decision by itself for purchasing tractor and 10% of the take decision by friend for purchasing tractor.

Table No-4.8: The following table representing attribute consider by customer to

showroom while purchasing tractor.

Sr.No
1 2 3 4

Particular
Available Spare part availability Services Infrastructure Total

No of Respondents
50 15 25 10 100

Percentage (%)
50% 15% 25% 10% 100%

120 100 80 60 40 20 0 Spare part availability Available Infrastructure Services Total

No of Respondents Percentage (%)

Interpretation:From the above table and pie chart it has been observed that 50% of the respondents are consider availability were 25% of the respondents are consider after sale service and 10% of the respondents are consider Infrastructure.

Table N0 -4.9: The following table representing primary reason to choose this tractor.

Particular
1 2 3 4 5 power Mileage Resale Price Brand Image After sale service Total

No of Respondents
60 13 09 05 13 100

Percentage (%)
60% 13% 09% 05% 13% 100%

1 100 80 60 40 20 0 2

Particular No of Respondents Percentage (%) 3

4 5

Interpretation:From the above table and graph it has been observed that 60% of the respondent are consider power were 13% of the respondent are consider resale price, and 13% of the respondent purchase tractor on the basis of after sales service.

Table No-4.10: The following table representing features considered by customer while
purchasing tractor.

Sr.No
1 2 3 4 5 6 7

particular
Price less maintenance Power modification Mileage Easy driving Brand reputation Total

No. of Respondents
15 20 29 10 12 06 08 100

Percentage (%)
15% 20% 29% 10% 12% 06% 08% 100%

120 100 80 60 40 20 0 Sr.No particular No. of Respondents Percentage (%)

Interpretation: -

From the above table and graph it has been observed that 15% of the

respondent are consider price were 20% respondents consider less maintenance and 29% respondents consider power of the tractor

Table No-4.11: The following table representing schemes attract to customer for
purchasing tractor.

Sr.No
1 2 3 4

particular
Festival offer Exchange offer Special offer Cash discount Total

No .of Respondents Percentage (%)

35 25 18 22 100 35% 25% 18% 22% 100%

SCHEMS TO ATTRACT
Festival offer 22% 35% 18% 25% Cash discount Exchange offer

Special offer

Interpretation:From the above table and pie chart it has been observed that 35% of the respondent are attract to festival offer were 25% of the respondent are attract to exchange offer and 22% of the respondent are attract t to cash discount, 18% of the respondent are attract to special offer.

Table No-4.12: The following table representing to the respondents suggests the same
product to others.

Sr.No
1 2 3

particular
Yes No Total

No of Respondents
78 22 100

Percentage (%)
78% 22% 100%

Total

No

Percentage (%) No of Respondents

Yes

20

40

60

80

100

Interpretation:From the above table and pie chart it has been observed that the 78% of the respondent suggests to others to purchase the same product were 22% of the respondent not suggest to others to purchase the same product

 FINDING

1) The study shows that maximum no. of customers use the Mahindra tractor.

2) The study shows that more respondents are purchase tractor whose salary is in between Rs.15000-20000 income were less respondents are purchase tracort whose salary is more than 30000.

3) The study shows that more respondents are come to know from friends were less no from television tractor

4) The study shows that maximum no of respondents are purchase tractor by Loan and less no of respondents are purchase tractor by cash.

5) The study shows that more respondents are father take a decision to purchase tractor and less respondents are self take a decision to purchase tractor.

6) The study shows that more respondents are consider available in show rooms and less no of respondents are consider after service.

7) The study shows that more respondents consider power and less respondents consider less maintenance. 8) The study show that more no of the respondents are complaints about price of tractor and they have less problem of mileage of tractor. 9) The study shows that more no of respondents are giving order Festival offer and some respondents are order to exchange offer.

 SUGGETION&CONCLUSION

The Study mainly focuses on the Consumer Buying Behavior towards Mahindra tractor in vitthal autoline. In the Marketing first step is Customer without the Customer marking is not possible. In the Consumer decision making talks of the interactions between the marketer and the consumer through it is three interactive stages of input, Process and Output. We all are consumers but we exhibit significant differences in our buying behavior. Our consumption related behavior influences new product development and success or failure of company. The study of consumer behavior is an important field of study and is a separate branch in the marketing discipline. Consumers did not always behave only as suggested by the economic man theory. Many consumers did not like using me too types of products and showed preferences are shifted differentiated products that reflected their personalities and life styles. Consumers purchase behavior is becoming fairly complex and less predictable. The company can give more concentrate on the advertisement of tractor. Company can implement a new strategy to reduce the competition and lead into the tractor market. As peop1e expect more mileage per kilometer, company can increase the mileage of the tractor.

 PROBLEMS IN PRODUCT

Head oil leakage :In Mahindra Tractor Company provides rubber packaging for joining the two component of the engine hence when temperature of engine increase then rubber dissolved in water & oil leakage problem occurred

Gear shifting problem:For shifting the gear there is problem in Mahindra Hydraulic oil leakage:Hydraulic leakages it is also most common problem in Mahindra Real crank shoft oil leakage:Most of farmer complain about that problem Recaure water tank problem (leakage) :This leakage is also main problem in Mahindra Power steering oil lickage:In power steering there is oil leakage problem occured

 SUGGETION FOR COOMPANY ABOUT PRODUCT

1

Sitting arrangement for driver should be good

2) Air compressor should be with tractor

3) Tractor should be comportable

4) For reverse gear speed be good

5) the company should make make comsumer satisfaction trough good service

BIBLOGRAPHY

1) Organization Behaviour 2) Organization Behaviour

-Aswtapa -Suja Nayar

3) Marketing research, G.C.Beri, Tata McGraw Hill Publishing Company Limited, New Delhi, 2000

4) Marketing management, Philip Kotler, Twelth (Millennium) edition, Prentice-Hall of India Private Limited, New Delhi, 2003.

5) http://www.google.co.in 6) http://www.yahoo.co.in 7) http://www.mahindrarise.com 8) http://www.tractorworld.com