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  • Consumer Behaviour Towards Mahindra Cars: Final Project Report

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    This document is a final project report submitted to Chandigarh University evaluating consumer behavior towards Mahindra cars. It includes an overview of Mahindra & Mahindra as a leading manufacturer of commercial and passenger vehicles in India. A study was conducted through primary and secondary research to identify aspects of Mahindra's marketing that could be improved. The research analyzed customer satisfaction with Mahindra vehicles based on data collected through questionnaires in Patiala. The report concludes with findings from the extensive data analysis and provides suggestions to help Mahindra increase its market share in commercial passenger vehicles.

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    This document is a final project report submitted to Chandigarh University evaluating consumer behavior towards Mahindra cars. It includes an overview of Mahindra & Mahindra as a leading manufacturer of commercial and passenger vehicles in India. A study was conducted through primary and secondary research to identify aspects of Mahindra's marketing that could be improved. The research analyzed customer satisfaction with Mahindra vehicles based on data collected through questionnaires in Patiala. The report concludes with findings from the extensive data analysis and provides suggestions to help Mahindra increase its market share in commercial passenger vehicles.

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    62 views5 pages

    Consumer Behaviour Towards Mahindra Cars: Final Project Report

    Uploaded by

    AakashSharma
    This document is a final project report submitted to Chandigarh University evaluating consumer behavior towards Mahindra cars. It includes an overview of Mahindra & Mahindra as a leading manufacturer of commercial and passenger vehicles in India. A study was conducted through primary and secondary research to identify aspects of Mahindra's marketing that could be improved. The research analyzed customer satisfaction with Mahindra vehicles based on data collected through questionnaires in Patiala. The report concludes with findings from the extensive data analysis and provides suggestions to help Mahindra increase its market share in commercial passenger vehicles.

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    of 5

    CONSUMER BEHAVIOUR TOWARDS MAHINDRA CARS

    FINAL PROJECT REPORT

    Submitted in partial fulfillment of

    MASTER of BUSINESS ADMINISTRATION

    In the

    University School of Business

    CHANDIGARH UNIVERSITY, GHARUAN

    (2016-2018)

    Supervised by: Submitted by:


    Prof. Navneet Kaur Aakash Sharma
    (16MBA1203)
    CERTIFICATE

    This is certifying that, Mr. Aakash Sharma, UID No. 16MBA1203, a student in Program MBA
    general, under University School of Business, Chandigarh University, Gharuan, Punjab, has
    completed the final project and his report is titled “Consumer Behaviour Towards Mahindra
    Cars”. Student has carried out work successfully under my supervision.

    To the best of my knowledge and as per her declaration by student, the report is an authentic
    work and may be taken as partial fulfillment of course credit
    .
    I wish him success in life.

    Sign of Faculty Supervisor

    Prof. Navneet Kaur

    Assistant Professor
    Acknowledgement

    A project is the fruit of experiment and experience and it goes a long way to modeling a person
    and gaining a new insight in that field of research.

    In this rewarding experience, one recognizes the help and support rendered by kind heart behind
    its success.

    I would like to thank my project guide Prof. Navneet Kaur, who sincerely guided and
    supported me in doing the project. I would also like to show my gratitude towards my family,
    friends and all others who have helped and supported me in doing the project.

    Signature
    EXECUTIVE SUMMARY

    Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The company
    started manufacturing commercial vehicles in 1945. M&M is the leader by far in commercial
    vehicle and the second largest in the passenger vehicle market. The company is the world’s sixth
    largest medium and heavy commercial vehicle manufacturing.

    Mahindra is best known for utility vehicles and tractors in India, Its automotive division, the
    company's oldest unit (founded in 1945), makes jeeps and three-wheelers (not passenger "auto
    rickshaws," but utilitarian delivery and flatbed incarnations). M&M's farm equipment sector,
    formed in 1963 during India's green revolution, manufactures tractors and industrial engines.
    M&M also produces military vehicles. The company has facilities located throughout India.

    The survey involved gathering wide information about the company, its products, customer
    satisfaction and impact of various competitive firms on the company.

    From the information collected, various aspects were identified where the company needs to
    focus more to improve the efficiency of marketing team of Mahindra Automotives.

    The research was conducted through collection of primary and secondary data. Secondary data
    was collected through visiting various web sites, automobile magazines and other reliable
    sources. Primary data was collected through a well-framed questionnaire, of which later a
    detailed analysis was done using various statistical I.T. tools like MS Word and MS Excel.

    On the basis, the secondary data analysis and the extensive analysis of the primary data,
    interpretations were drawn for the questions and conclusion is drawn. Certain suggestions are
    also drawn from the analysis to help.

    Mahindra Automotives to increase its market share in commercial passenger segment and MPVs.
    The main research that followed is to know “Customer satisfaction towards Mahindra and
    Mahindra cars. Due to the limited resources and time constraints, the study was conducted
    within the area Patiala.
    INDEX
    Chapter no. Topic Page no.
    1. Company Profile 1-24
    Industry Profile 2-8
    Company 9-24
    2. Consumer Behaviour 25-41
    3. Objectives Of the Study 42-43
    4. Review of Literature 44-45
    5. Research Methodology 46-48
    Data analysis and Interpretation
    6. Limitations 49-67
    Findings
    Suggestions
    Data analysis and Interpretations 50-64
    Limitations 65
    Findings 66
    Suggestions 67
    7. Conclusion
    Bibliography 68-71
    Annexure
    Conclusion 69
    Bibliography 70
    Annexure 71

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