A

PROJECT REPORT ON

“CONSUMER BUYING BEHAVIOUR TOWARDS TWO

WHEELERS”

MASTER OF MANAGEMENT STUDIES (MMS)

UNIVERSITY OF MUMBAI

SUBMITTED TO
SHIVAJIRAO S. JONDHLE INSTITUTE OF MANAGEMENT
SCIENCE AND RESEARCH

UNDER THE GUIDANCE OF

PROF. BHOJRAJ SHEWALE

SUBMITTED BY
SIDDHARTHA A DIVEKAR
ACADEMIC YEAR
2015 – 2016
MARKETING

1
 SHIVAJIRAO S JONDHLE INSITUTE OF MANAGEMENT
STUDIES, ASANGAON.

(Affiliated by University of Mumbai)

MASTER OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that MR. SIDDHARTHA. A. DIVEKAR Roll No. 12015008 has
satisfactorily carried out the project work on the topic “CONSUMER BUYING BEHAVIOUR
TOWARDS TWO WHEELERS AURANGABAD DISTRICT”, for the F.Y.M.M.S., in the
academic year 2015-2016

Place:-

Date:-________

__________________ ________________ __________________

Signature of Examiner Project guide Signature of Principal

2
 DECLARATION

I declare that this written submission represents my ideas in my own words and where others ideas or
words have been included. I have adequately cited and referenced the original sources. I also declare
that I have adhered to all principles of academic honesty and integrity and have not misrepresented or
falsified any idea/data/fact/source in my submission. I understand that my violation of above will be
cause for disciplinary action by the Institute and can also evoke penal action from the sources which

have thus not been properly cited or from whom proper permission has not been taken when needed .

_______________________ ___________________________

(Signature) (Name of student and Roll No.)

3
 ACKNOWLEDGEMENT

It gives me great pleasure to submit this project to UNIVERSITY OF MUMBAI as a part of MMS
course.

With deepest gratitude, I take this opportunity to acknowledge the co-operation, support and
valuable guidance extended by college faculty.

I take this opportunity with great pleasure to present before youths project on CONSUMER
BUYING BEHAVIOUR TOWARDS TWO WHEELERS AURNGABAD DISTRICT which is a result of
co-operation, hard work and good wishes of many people

Finally, sincere thanks to Prof. BHOJRAJ SHEWALE for his encouragement. I would also
like to appreciate contribution of my family and friends who have extended their complete
support in completion of this project.

Thank you.
Siddharth Ashok Divekar
MMS (2016)
Shivajirao.S.Jondhle Institute of Management studies, Asangaon,

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 GUIDE’S CERTIFICATE

This is to certify that the Project Report entitled “CUSTOMER BUYING BEHAVIOR

TOWRDS TWO WHEELER” which is being submitted here with for the award of the

degree of Master management Studies Mumbai University, is the result of the original

research work completed by Mr. SIDDHARTHA ASHOK DIVEKAR under my supervision

and guidance and to the best of my knowledge and belief the work embodied in this Project

Report has not formed earlier the basis for the award of any degree or similar title of this or

any other University or examining body.

BHOJRAJ SHEVALE SIR BHOJRAJ SHEVALE SIR

DIRECTOR PROJECT GUIDE

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 INDEX

No. Topic Page No.

1 EXECUTIVE SUMMARY

2 INTRODUCTION

3 COMPANY PROFILE

4 PRODUCT PROFILE

5 OBJECTIVES & SCOPE

6 THEORETICAL BACKGROUND

7 RESEARCH METHODOLOGY

8 DATA ANALYSIS & INTERPRETATION

9 FINDINGS & LIMITAIONS

10 RECOMMENDATION & CONCLUSION

11 BIBLIOGRAPHY

12 ANNEXURE

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EXECUTIVE SUMMARY
The Project Report Title Consumer Buying Behavior towards two wheelers Two wheelers

This project report draws significant information about the consumer buying behavior
towards two wheeler Two wheeler. It gives the information that where the Mahindra two
wheelers need to improve the level of customer satisfaction and find out problems faced
by them.
I have done my project report under the guidance and supervision BHOJRAJ
SHEVALE SIR
The main aim of the summer training was to first analysis the market situation focus
on the need of the consumers what the thing they are lacking in the competitor in two
wheeler shopping so that the same thing didn’t happened in our product. Another aim was
to setup business and the products in quality high profit margin. And to take survey of
customer satisfaction.
We had fresh products. We were supposed to take order of Two wheeler. So after
the whole promotion and marketing of the product I have taken the sample size of 50
consumer wanted to the feedback which we are getting for our product.
The analysis and conclusion was carried out from the data collected through
various primary and secondary resources. The method used for calculating data random
sampling method.
90% of the customer from the data collected have expectation of more options
in Two wheelers and in low price also.
Mahindra two wheelers have strong equity because of this company is new in two
wheelers sector, the products of the Mahindra two wheelers is new for market. not all
products but some of them like Pantero, Centuro.

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 1.1 INTRODUCTION

Main object of the project is to match theoretical aspect with practical experience. The
project forms vital elements in the curriculum of M.M.S .The project gives the student a chance
to get exposure to the work and environment of an organization, which is the primary objective
of doing project.
While doing project work in SETHI MOTORS, It was time to have practical experience of
what so ever I have learned in our management courses. During our project work we did a detail
study of the marketing department of the SETHI MOTORS and I found that the tools used by
them were really effective and result oriented. First of all I used to do market segmentation
according to their products range i.e. premium, popular and economy segment. As well as on the
basis of geographic, demographic and behavioral aspects of market. They mostly used to practice
individual customer marketing because every customer has a unique set of wants and
preferences. Then they target their market. They apply their marketing mix (4Ps) very
effectively. They design the product according to the customer needs and price it accordingly.
The promotion methods applied by company are very effective and it creates customer
awareness. They use to do demonstration at every place where there are potential customers.
They provide gift hampers, scratch coupons on purchase of goods. When the 20-20 World cup
was going on they provided offers on purchasing their products i.e. they organized sales
promotion to create more sales of their products today branding is a major issue of marketing.
Frankly speaking SETHI MOTORS has done this job in a very effective manner. They have
really tried their best to differentiate their products from their competitor’s product.
Advertisement of their product has played a crucial role in building brand image.

As well as in creating awareness. Their product advertisements really create an impulse

(persuasive) in the mind of the customers. They also use print media put hoarding and banners to
communicate with customers. They organized road show to create awareness about product
features and benefits. Now talking about distribution channel, MAHINDRA TWO WHEELERS
has healthy distribution channel. There is a company’s head office in every district. All the
products are supplied from this head office to dealers and finally to the consumers.
Above all these, the company provide extra facilities like registrations, insurance, road tax
services to their consumers. If any consumer purchases a product then all the legal procedure will
be undertaken by the company. They also provide finance facility by establishing joint venture
through many banks. It means customer will be in great comfort after purchasing the product.
The company has a large number of authorized service centre so that the customer should enjoy
post purchase service easily and happily. After all MAHINDRA TWO WHEELERS is always
known for TRUST, VALUE and SERVICE.

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1.2 OBJECTIVES OF STUDY

Today MAHINDRA two wheeler Product are used most different consumers have different
utilization and try to extract maximum satisfaction. Similarly, the Management of the company
is also trying very hard to maintain its position in the market by complying with the needs of
consumers and following objectives will be kept in mind:

 To study consumer buying behavior towards Mahindra two wheelers

 To study what is customer expectation
 Maintain long term customer relationship
 Creating leads for sales

SCOPE OF THE STUDY :

To determine the degree of awareness regarding the various products MAHINDRA among the
customer.
Identify the effectiveness of the media mix.
To reveal the brand image of MAHINDRA.
Environmental threat and opportunity analysis for MAHINDRA.

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COMPANY PROFILE

Mahindra Two Wheelers ltd. Is a group venture owned by Mahindra & Mahindra ltd. Which
manufactures scooters & motorcycles. Mahindra two wheelers ltd. Was founded in 2008 when
Mahindra & Mahindra ltd. Acquired the business assets of KINETIC MOTOR COMPANY
LTD. Mahindra two wheelers ltd. Are partnered with Taiwan’s SANYANG INDUSTRY
COMPANY (SYM) to help develop its scooters portfolio, & with Italy based engines.

FACILITIES
The company has a manufactures facilities at pithampur, near Indore in Madhya Pradesh .
Mahindra two wheelers ltd. Has a research & development unit located at chinchwad pune ,
equipped with necessary design & development facilities right from renderings to prototype
manufacture & testing. It has invested 100cr. (US$15 MILLION) to make it functional
The company has a 200 strong vendor network spread across the nation with more than 300
dealers creating 700 touch points.
Products:
Mahindra two wheelers currently has 5 scooters
DURO DZ
FLYTE
RODEO
CENTURO
PANTERO
Mahindra group, is foraying into the 110cc scooter segment with GUSTO Mahindra two
wheelers sellers 13,445 units during December 2015.

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Mahindra Two Wheelers Mission:

We wish to achieve through a to pronged approach of developing a portfolio of product

thereby being able to provide a differentiated product offering to our customers and
extensive focus on operational excellence in thereby improving internal efficiencies in the
system

Vision Statement:

The vision of the company is to be the leading independent player in the global gears
&‘‘transmission space’’

Mahindra Two Wheelers - The Industry Leader :

Mahindra will be one among the top two-wheeler manufacturers in India and one among
the top five two-wheeler manufacturers in Asia.

Mahindra - Global overview:

Mahindra will have profitable operations overseas especially in Asian markets,
capitalizing on the expertise developed in the areas of manufacturing, technology and
marketing. The thrust will be to achieve a significant share for international business in the
total turnover.
Mahindra - At the cutting edge:
Mahindra will hone and sustain its cutting edge of technology by constant
benchmarking against international leaders.

Mahindra - Committed to Total Quality:

Mahindra is committed to achieving a self-reviewing organization in perpetuity by
adopting TQM as a way of life. Mahindra believes in the importance of the process. People
and projects will be evaluated both by their end results and the process adopted.

Mahindra two wheelers - The Human Factor :

Mahindra believes that people make an organization and that its well-being is
dependent on the commitment and growth of its people. There will be a sustained effort
through systematic training and planning career growth to develop employees’ talents and
enhance job satisfaction. Mahindra will create an enabling ambience where the maximum
self-actualization of every employee is achieved. Mahindra will support and encourage the
process of self-renewal in all its employees and nurture their sense of self worth.

Mahindra two wheelers - Responsible Corporate Citizen:

Mahindra two wheelers firmly believes in the integration of Safety, Health and
Environmental aspects with all business activities and ensures protection of employees and
environment including development of surrounding communities. Mahindra two wheelers
strives for long-term relationships of mutual trust and interdependence with its customers,
employees, dealers and suppliers.

Marketing Mechanism used by Mahindra:

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 Promotion:
Promotion concerns the message the firm sends out to potential consumers. It provides
information and persuades people, it creates awareness, stimulates demand and differentiates the
product and influences public behavior. Promotion won’t make a bad product that no one wants a
success; although the absence of promotion might make a good product unsuccessful, promotion
includes all the activities or tools a company uses to communicate or promote its product in the
market.

Promotional tools or promotion mix

PERSONALSELLING:
It involves personal confrontation either by phone or face, it is an expensive and time-consuming
tool of promoting the product

ADVERTISING:
It is defined as a paid non-personal communication with a target (usually mass) market. It is cost
effective and can reach a large number of people. It can also be used for long term or short term
objectives.
There are various forms or mediums through which can advertise.

Broadcast Media:
Television
Radio
Cinema
Print media:
Newspapers
Magazines
Leaflets

PUBLIC RELATIONS AND PUBLICITY:

Public relations are an umbrella term and refer to the totality of the organization’s behavior
with respect to the society in which it operates. The maybe regarded as good or bad and is
reflected in the company’s reputation and image.
SPONSORSHIP:
Sponsorship can be seen as a part of public relations and it is certainly the case that some
sponsorship goes on to generate positive publicity for the organization.

DIRECT MARKETING:

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 It is an interactive system of marketing which uses one or more advertising media to affect
a measurable response at any locations.

DIRECT MARKETING INCLUDES:

Direct mail.
Telemarketing.
Door to door selling.
Direct response advertising: ‘phone now’ or ‘fill in the coupon ads’
Home shopping of various types.
Factors that guide a marketer’s decision in selecting a promotion mix:
Nature of product
Overall marketing strategy
Buyer readiness stage
Product life cycle stage

SPONSORSHIPS:

The company has not left any stone untamed in sponsoring the major events both globally
and domestically. The biggest of all is the sponsorship of the “WORLD CUP” for which
Mahindra has the credit of being the only two-wheeler company in the world to do so. Besides
this, the company has also sponsored events like “Master Golf”, television academy awards, etc,
Thus the company has gained a lot of reputation by doing so.

DISCOUNTS/OFFERS:

The company has started giving discounts and other offers to the customers on the
purchase of a new Two wheeler, for instance, with the World Cup offer, in which the consumer
was to get a 1 gm gold coin with every purchase.

BRAND AMBASSADOR OF (MTWL):

KARINA KAPOOR

PROMOTION POLICY:

Company gives advertisement in different media vehicles time to time. Like in TV. Magazines,
newspaper, etc.
Mahindra also organizes free service camps every year.
Mahindra also takes part in trade fair.
Mahindra with the help of HDFC Bank provides loan to the customers & also provide easy
monthly installment scheme to customers.
MAHINDRA gives huge commission to their dealers

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 BOARD OF DIRECTORS

Anand Mahindra Chairman Managing Director

Anoop Mathur Director

Zhooben Bhiwandiwala Director

Parag Shaha Director

Nirmal Mathuru Director

P.S. Ashok Director

Pankaj Magan Director

Vieren Popil Director

Rajiv Sharma Whole time director

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 PRODUCT PROFILE

RODEO RZ:

Rodeo is a premium segment scooter (125cc). It is a youthful cool and sporty styling
scooter. It is scooter for those youths who are fashionable and fun loving. It is for the
youth who want to do adventure, action and style on moped. Above features made Rodeo
one of the fastest growing scooter in premium segment as well as made able to win
various award from

different companies:-

Mahindra RodeoRZ Scooter have awarded the “Indian Design Mark” granted by the “Indian Design Council”
FULL SPECIFICATION

Sr.no. FEATURES BENEFITS

1 Self-Start Easy start.

2 Breaks The Two wheeler stops instantly without skidding.

3 Gears Auto Gears

4 Cruise & zoom mode Super mileage.
5 Box type swing arm More stability.
6 Wider tyre More grip.
7 Torque(12.3Nm) Phenomenal power.
8 IDI Technology More mileage.

FLYTE

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Flyte is an economy segment Two wheeler (125cc).Having great style, outstanding pickup and extra ordinary
mileage. It is a tough &trendy Two wheeler performing consistently. Superb detailing and nicely drawn
contours lend great on road presence. Flyte is after all a (125cc) scooter but has a styling size and attitude of a
(125cc).Ride and handling of star city is superb maneuverability is enhanced by the finely executed
ergonomics which put the rider firmly in control of every situation. It is a Two wheeler that will go the
distance and yet ensure that the performance and fuel efficiency remain as good as new if not better. Star city
has a special heavy duty, synchronized suspension. Rear shock absorber can be adjusted by rider depending
on the road condition, that’s the reason star city gives consistent performance in rural as well as urban area.
It is truly stated that it is a star of economy segment.

FULL SPECIFICATION

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Sr.no. Features Benefits

1 Displacement 124.66cc

2 Max Power 8 bhp@ 7,000 rpm

3 Maximum torque 9 Nm @ 5,500 rpm

4 Gears Auto Gears

5 Fuel Efficiency 45 kmpl

6 Brake Type Drum

7 Alloy wheels Yes

8 Kerb Weight 106 kg

9 Chassis Type Tubuler

10 Fule Tank Capacity 5 ltr

11 Speedo Meter Analogue

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 DURO

“Set a million hearts aflame”

DURO 125's well proven engine is propelled by a three valve, better pickup with optimum mileage and
power. Developed with AVL Austria, this 125 cc, three valve engine is tuned to the ideal tumble-swirl port
combination such that city riding on this machine is really smooth and comfortable. The engine's hi-tumble
reduces the need for constant gear shifting while the swirl port returns optimum mileage.

FULL SPECIFICATION

Sr.No. Specification
1 Electric Start Easy start
2 Engine 124.6cc
3 Power(PS) 8

4 Torque(Nm) 9
5 Gears 0

6 Tyre(fr) 3.50*10
7 Tyre (Rr) 3.50/10

PANTRO

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 A Pantero is the entry level motorcycle from Mahindra two wheelers. The gets good overall styling &
looks better than some other Two wheelers in segment. The bikini fairing that houses the LED pilot head lams
makes the motorcycle look little edgy. There is decent amount of graphics running allover the side panels &
the multi bulb LED tall lamps looks decent.
The pantero is powered by a single cylinder air-cooled 100cc MCi-5 engine (microchip ignited 5-curve
engine), which produces 8.5bhp at 8500rpm & Torque of 8.5Nm at 5500rpm. The pantero is targeted more
towards first- time buyer who are looking for basic feature yet design.
The claims that the pantero has an ARAI fuel efficiency of 79.4kmpl. the Two wheeler is available in india
in four variamts& four colours-feiry, sterling, blazing & cool

FULL SPECIFICATION

Sr.no Features Benefits

1 Displacement 110cc
2 Max power 8bph @ 7,500rpm
3 Maximum torque 8.50 Nm @ 5,500rpm
4 No. of gears 4
5 Fuel efficiency 49 kmpl
6 Brake type Drum
7 Kerb weight 120kg
8 Speedometer Analogue
9 Top speed 100 kmph
10 Fuel tank capacity 14 liters
11 Chassis type Steel double tabular cradle

CENTURO

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 MAHINDRA Centuro is a 110cc Two wheeler. It is a 4 stroke and having more pickup.
Centerocomes with trendy international styling, designed with great Style, convenience and riding
comfort. A great pride of ownership. Mahindra As it provide synchronized suspension which is so far
only in Mahindra Two wheelers has been introduced in Centuro. This is helpful in providing
comfortable riding and requires zero maintenance for bush.
Mahindra brought new Centuro with puncture resistance tyre which help rider not to get stranded mid-
way. Mahindra also paid full emphasis on safety as Centuro has side stand on beeper , which reminds
the rider just in case the rider forget to take side stand off. All above features make Centuro most
successful in its segment.

FULL SPECIFICATION

S.no Features Benefits

1 Displacement 109 cc
2 Max power 8.50 bph@ 7,500 rpm
3 Maximum torque 8.50Nm @ 5,500rpm
4 No. of gears 4
5 Fuel efficiency 60 kmpl
6 Brake type Drum
7 Alloy wheels Yes
8 Kerb weight 120kg
9 Electric start Yes
10 Top speed 95 kmph
11 Fuel tank capacity 13 liters
12 Speedometer Analogue

RESEARCH DESIGN
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 &
METHODOLOGY
Research Design:

Research design

Mahindra two wheelers basically means business collection of market data bases allows the
managers to see the real scenario and then take a decision as per the data obtained. There are
several implications in this statement:
 They can examine the available information in the form of data to make a decision
 The information can only be gathered by data collection and then analyzing the available
data.
 Therefore, it can be said that the data collection is an important part of the project.
 The projected objectives were considered and as per the requirement a market survey was
done.

Procedure:

The procedure that followed can be enlisted as below:

 Reading about the product

 Deciding on the objective to proceed.

 Developing Survey instruments

Sample design

Population- All the buyers who purchase the various product of the Mahindra two wheelers.

Sampling unit –every single respondent who has filled the questionnaire

Sample size -sample size refers to total number of respondent targeted the data for survey
conducted is 100 respondent

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Sampling techniques- they selection of respondents was done on the basis of convenience
sampling techniques.

SAMPALE SIZE-

Sample size for the is 100

Sampling Plan Elements:

The target population of the study included the general population of every age who enters to
direct customer relationship management.
50 people. (50 people are the respondent people)

Data Collection

The final draft of the questionnaire was prepared on the basis of the observations from the pilot
study. These were then finally filled by 50 customer, for the conclusive study.

SOURCE OF DATA COLLECTION

Data collection is the term used to describe a process of preparing and collecting data for
example as part of a process improvement or similar project. The purpose of data collection is to
obtain information to keep on record, to make decisions about important issues to pass
information, primarily, data is collected to provide information regarding a specific topic.
Primary data:
The primary data are those which are collected fresh and for the first time and thus happen to be
original in character.
Here primary data collection through discussion with the different respondents using
questionnaire and interviews.

Secondary Data:
The process of secondary data collection and analysis is called desk research. Secondary data are
those data research collected from earlier work and applicable in the study of research it is
collected from published statistics census.etc

Questionnaire:

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 Questionnaire is a popular means of collecting data, but requires many rewrites are difficult to
design and often before an acceptable questionnaire is produced. The features included in
questionnaire are:
Theme and covering letter
Instruction for completion
Types of questions
Length
Researcher has made questionnaire for customers. Customer questionnaire have questions which
include open ended and close ended also.

SECONDARY SOURCES
These include the internet, company’s website, competitor’s website, news paper articles, etc.

SAMPLE DESCRIPTION
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Sample selection procedure – lead generated through various selling Processes in areas of
aurangabad taken as sample.

Sample size – 100 customer

Area of research – Aurangabad City .

Sampling Method Used:

Expert judgemental sampling is a non-probability sampling where researcher selects units to be
sampled based on their knowledge and professional judgement.
The method used for filling the questionnaire is expert judgemental sampling which was decided
by the professionals of the company.

SYSTEM OF RESEARCH METHODOLOGY

 Instrument Used Questionnaire

 Technique of Survey Personal Interview
 Sampling Unit Customer and public
 Sampling Extent Aurangabad Region
 Sampling Random

Method Used For Research Survey Method

STATICAL TECHNIQUES/TOOLS USED FOR DATA ANALYSIS:

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1. Bar Chart

2. Pie Chart

 Bar Chart

This is another way of representing data graphically as the name implies it consist of a
number of whispered bar, which originates from a common base line and are equal
widths. The lengths of the bars are proportional to the value they represent.

 Pie Chart

This is a very useful diagram to represent data, which are divide into a number of
categories .this diagram consists of a circle which divide into a number of sectors,
which are proportional to the values they represent. The total value is represented by
the full create. The diagram pie chart can make comparison among the various
components or between a part and whole of data.

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 DATA ANALYSIS
&
INTERPRETATION

Q.1. What is your Profession?

Profession Government Private Businessman Student Others Total

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NUMBERS
22 % 36 % 25 % 17 % 0 100 %

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 EXPLANATION

As we can see that About 22% of respondent are government employee,

36% are private sector employee, 25%are businessman and 17%of the
respondent are student who were using Two wheeler.

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 Q.2.Do you have any two wheeler?
People using Two Yes No Total
wheeler
Number 87% 13% 100

EXPLANATION

As we can see that 87% of respondent people using Two wheeler and13%
respondent
Were not using two wheelers.

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 3. Are you an existing Mahindra Two wheeler user?
a) If yes
Which Two wheeler do you have?
MODELS RODEO DURO FLYTE CENTURO PANTERO
No. 6% 11 % 1% 2% 5%

No.
30

25

20
No.
15

10

0
RODIO DURO FLYTE CENTURO PANTERO Total

EXPLANATION

As we can observe about 33% of total respondent who were using Mahindra
,are using RODEO 06%, DURO 11%,FLYTE 1%, CENTURO 2%,
PANTERO 5%.

Q.3(c) If No, which two wheeler you have ?

Brand NO. (%)
Hero Honda 30%
Bajaj 26%
Mahindra 25%
Yamaha 2%
Honda 4%
Non users 13%
Total 100%

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 Q.4Are you aware of Mahindra Two wheelers?
Awareness Yes No Total
No. (%) 93 % 7% 100 %

EXPLANATION
As we can observe that about 93% of respondent are aware of Mahindra
Motors Two wheeler and remaining 7% are not aware of Mahindra motor
Two wheeler.

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Q.5By which means of communication if you came to aware of the new
product of Mahindra two wheelers?

Means of communication Number (%)

Advertisement 34%
Sales Promotion 10%
Event & Experience 5%
Personal Selling 10%
Direct Marketing 14%
Existing Customer 20%
Not aware 7%
Total 100%

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 EXPLANATION
As we observe that 34% of respondent who were aware about Mahindra get
communicated through Advertisement 10% are get awareness through Sales
Promotion, where as 5% through Event and Experience. At the same time
10% through personal selling, 20% through direct marketing and 20% of
respondent get convinced through existing customer, and 7% is not aware of
Mahindra .

Q.6 A) If in a future you require a Two wheeler would you like to purchase
that from Mahindra two wheeler?

Purchase Yes Confused No Total

No.(%) 43% 15% 42% 100%

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 EXPLANATION

On the response to purchase/repurchase of any two wheelers from Mahindra

only 43% of respondent are responded positively and42%negatively where
as 15% are confused.

B) When would you like purchase ?

i) After one year

ii) After six months
iii) After one month
iv) cannot say

Q.7) How do you purchase ?

i) CASH 25%
ii) EMI 75%

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 i) CASH
ii) EMI

EXPLANATION

From the above we can observe the cash users is 25% & 75% peoples are
prefer the EMI mode.

Q.8 From where would you like to purchase ?

1 SETHI MOTORS 70%

2 OTHER 30%

35
 1 SETHI MOTORS
2 OTHER

From the above we can observe that the 70% people has willingness of
purchasing from sethi motors aurangabad & 30% from others.

Q.9 Do you face any difficulty in getting any information regarding various
products of Mahindra?
Difficulties in getting No Confused Yes Total
Information

No. (%) 63% 8% 29% 100%

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 EXPLANATION
From the above we can observe that about 63%of respondent receive the
information easily while 29% of respondent get problem in receiving
information, at the same time 8% are confused.

Q. 10 Why you purchased Mahindra Two wheeler?

Feature No.(%)

Mileage 38%

Look 10%

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 Maintenance 27%

Speed 13%

Price 12%

Others 00%

Total 100%

EXPLANATION
From the above we can observe that 38% people prefer higher mileage Two
wheelers 10% seek style and 27% prefer low maintenance Two wheeler. At
the same time 13% wants high pick-up and 12% of the respondent are price
conscious.

Q.11 Which models of two wheeler do you want to purchase?

PARTICULARS NUMBERS (%)

RODEO 45%
FLYTE 34%

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 DURO 6%

CENTURO 12%

PANTERO 3%

Total 100%

NUMBERS

RODIO
FLYTE
DURO
CENTURO
PANTERO

EXPLANATION

From the above we can analyze that 45% of the respondent prefer RODEO,
34% prefer Duro, 6% prefers Flyte and whereas 12%prefers Centuro and
only 3%prefer Pantero

Q.12 Which price range you prefer most? (In 000)

RANGE(Rs) 30-40000 40-50000 50-60000 60-70000 70 &

ABOVE

39
 NUMBERS 19% 22% 36% 19% 4%

EXPLANATION

19% of the respondent prefers to buy Two wheelers ranging from 30-40
thousands, 22% prefers 40-50thousand, and 36% of the respondent prefers
50-60 thousand. Whereas 19% prefers 60-70 and only4%of the respondent
prefers 70 thousand and above.

Q.13 Through which media you come to aware about the various two
wheelers?

PARTICULARS T.V RADIO MAGAZINE NEWS INTERNET

PAPER

40
NUMBERS (%) 38% 10% 22% 17% 13%

EXPLANATION

About 38% of the respondent gets influenced by TELEVISION, 10% by

Radio and 22% by magazine. Whereas 17%influenced by newspaper and
only 13% are get influenced through Internet.

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 FINDINGS
&
SUGGESTION

FINDINGS:-

1. There is great scope for two wheeler Industry.

2. About 22% of government employee has the Two wheeler and 36% of
private sector employees have the Two wheeler. Around 25% of earning
professional have Two wheeler. It shows that most of persons who are
42
 earning want to have a Two wheeler.

3. A large market share is hold by HERO HONDA which is around 30%

and at the second position with 26% BAJAJ is holding its position. Both
these company together hold around 56% of market share and Mahindra is
growing rapidly at third position with the market share of 25%.
4. (A) As we see only about the products of Mahindra. 38% of people are
using RODEO and 08% are using Flyte. Around 46% of people are using
popular segment Two wheelers and these are contributing most to the
company.
(b) As we see only 14% rated Mahindra as excellent where as 50% of
people rated it as a good Two wheeler

5. As we can see that about 93% of respondent are aware of Mahindra

Motors Two wheeler.
Hence we can analyze awareness level is high.

6. As we observe that 34% of respondent get communicated through

advertisement. At the same time 20% of respondent get convinced through
existing customer, hence both can be consider as a effective source of
communication.

7. As there is only 43% of people like purchase/ repurchase the Mahindra

products which are not a good indication so, Mahindra group have to
work hard to change the scenario.

8. As 63%of respondent receive the information easily while 29% of

respondent get problem in receiving information.

9. Most of the people influence to purchase Two wheeler by the resale

value of Two wheeler.

10. 38% people prefer higher mileage Two wheelers and 27% prefer low
maintenance Two wheeler. It shows that around 65% prefer low investment
in their Two wheeler.

11. On analyzing the data collected from the various respondents We can
see that there is very close competition between RODEO and Scooty pep+.
Even in the some of cases apache is rated better than pulsar which is a good
sign for Mahindra group.

12. Scooty pep+ is most preferred brand followed by Mahindra RODEO.

13. Most of people prefer to buy Two wheelers ranging from 30-50
thousands. So most are the people like to buy Two wheelers from popular
segment.

43
14. Most of the people are get influenced by TELEVISION which is around
65% and 20% of work done by NEWSPAPER.

SUGGESTION & RECOMMENDATION

1. Improve post sales services.

2. Increase number of service centre.

3. Provide training to every employee frequently.

4. Organize motivational programmed for the employees.

5. Pay full effort for satisfying customers.

6. Provide sales promotion for the complete distribution channel.

7. Organize road shows and events for Two wheelers promotions.

8. Try to understand the competitor’s strategy i.e. what they are going
to do in the near future.

9. Bring new features in product periodically and do product

differentiations.

44
 CONCLUSION

At first I would like to thanks to Mahindra Two Wheelers for employing

perfect marketing skill. As we experienced Mahindra is doing aggressive
marketing these days. Under this aggressive marketing they are visiting each
and every institution and every segment in the market; it is an excellent way
of aggressive marketing. In additions to this Mahindra is also visiting to
each villages for the search of potential customers. During our project work
we found some draw backs. If these draw backs can be eradicated it will
prove to be helpful for the company. The below are the some conclusion
drawn.

The awareness regarding the various products of Mahindra is good among

the customer.

The perception of customer regarding the Mahindra is average.

The perception of customer may be improve by providing better products

and better post sale service.

There is tuff competition between top four players i.e. between Hero,
Honda, TVS and Mahindra.

Advertisement by the Mahindra is effective.

Good promotional mix.

Performance of product is good.

45
 BIBLIOGRAPHY

Books:
BUSINESS WORLD.
K.ASWATHAPPA.OVERDRIVE.
PHILIP KOTLER.
MAHINDRA TWO WHEELRS.CO.IN

Websites:

WWW.GOOGLE.COM
WWW.MAHINDRA2WHEELERS.CO

46
 ANNEXURE

QUESTIONNAIRE FOR MAHINDRA TWO WHEELERS:

NAME:-………………………….

AGE:-……………………………..

SEX:-………………………………

Contact no…………………………………………………

PROFESSION:-
PRIVATE EMPLOYEE
GOVERNMENT EMPLOYEE
BUSINESS MAN
STUDENT
OTHERS……………………………………

Q.1. What is your Profession?

A).Government
B). Private
C). Businessman
D). Student

2. Do you have any two wheeler?

(A) Yes
(B) No
Please specify the model
…………………………………………………………………….

(1)Please express the experience

………………………………………………………….

47
 3).Are you aware of MAHINDRA 2 wheeler?
If Yes; of the following brands you are aware of

A) Rodeo
B) Duro
C) Flyte
D) Centuro
E) Pantero

4). By Which means of communication if you came to aware of the new

product of MAHINDRA?
1. Advertisement
2. Sales Promotion
3. Event and Experience
4. Personal Selling
5. Direct Marketing
6. Existing Customer

5).A) If in future you require a two wheeler would you like to purchase that
from
MAHINDRA?

i) Yes
ii) No

B) When would you like to buy

i) After one year

ii) After six months
iii) After one month
iv) Cannot say

6) How do you purchase two wheeler ?

A) Cash
B) EMI

7). Do you face any difficulty in getting any information regarding various
products of MAHINDRA?

A) No, It is easily available

48
 B) Sometime face problem
C) Yes, It is hard to get information

8).What are the factors which motivate you most while purchasing a two
wheeler?

Scaling
Discount 1 2 3 4 5
Payment period 1 2 3 4 5
Resale value 1 2 3 4 5
Style 1 2 3 4 5
Friends 1 2 3 4 5
Others 1 2 3 4 5

9) Why you purchased MAHINDRA Two wheeler?

scaling
Mileage 1 2 3 4 5
Look 1 2 3 4 5
Style 1 2 3 4 5
Performance 1 2 3 4 5
Speed 1 2 3 4 5
Price 1 2 3 4 5
Others 1 2 3 4 5

10).Which model of Mahindra two wheelers does you want to purchase ?

A) If Scooter
RODEO
DURO
FLYTE

B) If Motorcycle
CENTURO
PANTERO

11) For whom ?

A) Parents
B) Child
C) Spouse

49
 D) Relatives

12) From where would you like to purchase ?

A) Sethi Motors (Aurangabad)

B) Other Showroom

13).Which price range you prefer most?

Scaling
i) 30-40000Rs 1 2 3 4 5
ii) 40-50000Rs 1 2 3 4 5
iii) 50-60000Rs 1 2 3 4 5
iv) 60-70000Rs 1 2 3 4 5

14). Through which media you come to aware about the various two
wheeler?

TV
Radio
Magazines
Newspapers
Internet
Others

15).Any suggestion for the improvement in Mahindra Two wheeler.

…………………………………………………………………………….

50
THANK
YOU

51