Professional Documents
Culture Documents
CONTENTS
2. Company profile
4. Research Methodology
7. Suggestion
8. Bibliography
Objective
Of The Project
Objective Of The Project
The main objective of the project is To carry out Conquest analysis i.e.
Victory Analysis of M & M Tractors in Nagpur District
5. To Know Likes & Dislikes of customers & to know the reasons due
to which Swaraj customers did not buy M & M tractor.
9. Use of tractor.
Company profile
Ma hi ndra & Ma hi ndra Company Profile
Today, Mahindra & Mahindra is one of the top ten private sector companies in
India. The core business of the group of producing Utility Vehicles, Light Commercial
Vehicles and Tractors has grown by leaps and bounds over these years.
The late 1960's witnessed the beginning of a new revolution in India. The Green
Revolution".
Mahindra & Mahindra took the lead and responded by launching their new
"INTERNATIONAL" range of modem high performance tractors. In technical
Collaboration with the international Harvester Co. Ltd.,U.K., it set up international
Tractor Co. of India Ltd. (LT.C.I) in 1963. The initial annual production was 3500
tractors , which gradually rose to 16,000 Tractors, in 1978. I.T.C.I merged with the
parent company to be rechristened as Mahindra & Mahindra Ltd. Tractor Division,
which now has a capacity of producing over 80,000 tractors The Farm Equipment
Sector has manufacturing facilities at four locations i.e.
Marketing Bulletin
Since Mahindra Tractors have been manufactured by using advance technology &
also manufactured in a factory possessing ISO-900l & QS-9000. Therefore there
exist some special features.
5) Due to Constant Mesh Gear Box Attachment, shifting of gears becomes easy &
tractor become more suitable for agriculture work.
The areas covered in this project are Mouda, parsheoni, Nagpur, Hingna,
Kamthi, Ramtek .These areas are Taluka places & their surrounding villages.
The sample size was 90 Owners of M & M tractors & 60 owners of Swaraj tractors.
The reason behind selecting Swaraj Co is that Swaraj is the main Competitor Of
M & M tractors in Nagpur Region.
The tractor owners contacted during the project were the owners who had bought M &
M and Swaraj tractors during last 5 yrs. Majority of tractor owners are the owners
who had bought tractor in last 3 years.
The reason behind taking 60 no as sample size of Swaraj owners is that even though
they are main competitors of M & M, their tractor population is less as compared to M
& M.
The data was collected by using a Questionnaire .The Questionnaire contains five
Sub topics Tractor History, Consideration &Awareness ,Buying Process , Purchase
details & Profile of the Respondent.
In Tractor History all the details about tractor is taken like Make & model
Registration Number etc.
In Profile of the Respondent, The Crops grown, Land Cultivated, use of tractor for
Agriculture & Non agriculture, His habits, His Financial Position is traced After filling
the entire questionnaire the data collected is Analyzed, Interpreted using various
techniques
After all this the conclusions are drawn .Finally on the basis of all this Suggestions
are given to the Company.
Research
Methodology
Re s e a rc h Me thodol og y
Sampling Design:
Convenience Sampling
There are various method of sample design are available but t conduct this Survey
we select Convenience Sampling which is based on Convenience of Researcher.
The respondent sample is included in it merely because of their availability on point
where survey is in progress & tractor being up to 5 yr old.
Types Of Data
Basically there are two main types of data
1) Primary data
2) Secondary Data
1) Primary Data :-
The primary data are those which are collected fresh &for the first time & thus
happen to be original in character. Such data are published by authorities who
themselves are responsible for their collection.
2) Secondary Data :-
The secondary data are those which have already been collected by some
other agency & which have previously been collected by some organization to
satisfy its own need but it is being used by other department under reference for an
entirely different reason.
Methods for collecting Primary Data:
For Project
Interpretation Of
Data
Total Samples Of Tractor Owners Taken In Nagpur District
150 nos.
5 Nagpur 10 07 17
6 Hingna 08 04 12
Total 90 30
Mode l & Ye a r w i se di s tri buti on of M & M ow ne rs
475 DI Sarpanch 20 5 4 3 6 2
475 DI
Bhumiputra 6 1 1 0 3 2
575 DI Sarpanch 24 4 5 5 6 4
595 DI
Superturbo 12 2 1 2 4 3
275 DI Sarpanch 9 1 1 2 2 3
275 DI
Bhumiputra 6 2 2 1 0 1
Arjun 605 DI 8 1 1 2 1 3
Arjun 555 DI 5 1 1 0 1 2
Total 90
Model & Year wise distribution of Swaraj owners
Jan- Dec. Jan- Dec Jan Dec Jan Dec Jan Dec
Model Nos 2006 2007 2008 2009 2010
Swaraj 735 FE 19 6 5 3 3 2
Swaraj 744 FE 26 6 4 6 6 4
Swraj 855 11 2 3 2 3 1
Swaraj 855
Delux 4 0 2 1 0 1
Total 60
M&M
as 1st
M & M Repeat Other tractors as 1st
Total Choice
buyer choice
90 30 44 16
Most Considered Model
2 475 DI Sarpanch 45 75
575 DI
5
Sarpanch 12 40
475 DI
6 Sarpanch 14
46.66
Q. 3) b) Awareness of M & M owners about M & M and
other tractors
1 Eitcher Co. 39 65
3 Swaraj 744 FE 30 50
4 Swaraj 855 30 50
5 Escorts 37 61.66
7 475 DI Sarpanch 33 55
11 Swaraj Co. 30 50
14 Swaraj 735 FE 21 35
Awareness of Swaraj owners about M & M and other tractors
5 Swaraj 735 FE 21 70
1 Friends/Relative 50 83.33
2 Other tractor owners 56 93.33
3 Mechanic 39 65
Previous experience of
4
tractor 19 31.66
2 Friends/Relative 27 90.00
3 Mechanic 21 70.00
5 Family 06 20.00
Members
Q 5) Main Influences
5 Tractor Dealers 6 5 5
6 Mechanic 2 3
7 Television 3 4
Total 90 60
1 Reasonable smaint/
Running cost 51 85 27 90
2 Fuel efficiency 40 66.66
1 Experience at
dealership 14 46.66 7 7
2 Price 5 16.66
3 Wear of rear tyres 5 16.66 4 1
6 Oil Leakage 3 10 3
Sales Persons
7
Behaviour 3 10 1 2
Previously
No Cause Nos. Percent owned
age M&M
1 Relevant Financing not available 6 20 2
2 Friends advice 5 16.66 1
No Cause Nos
1 Friends advice 8
2 Low fuel efficiency 6
Swaraj 3 2 1
Total 13 11 2
Q. 9) b) About Implements
M&M 57 95 3 5
Total 83
Q. 9) e) Managing Finance For Tractor
N Within Before
Sources of Funds Nos Percentage Percentage
o last 2 yrs last 2 yrs
1 Complete Cash
Down Payment 4 1 25 3 75
By selling old
3
tractor 2 2 100 0 0
Q. 11) Source of Loans
M&M Pvt.
owners Nationalised Cooperative
No Finance Pvt Bank
(Within Bank Bank
companies
warranty)
1 33 22 3 8 0
(MM FSL-7)
Q. 12) Selling Old Tractor
No. Within 2
M&M yrs Before 2 yrs
5
1
(M & M to M &M = 4
MF to M & M = 1) 3 2
Swaraj
1 2 2 0
MF to Swaraj 1, Ford to
Swaraj =1
Q . 1 3 ) 2 n d C h o i c e o f M & M ow n e rs
1 5 0 5
1 MF to Swaraj 2
2 MF to M & M 2
3 Ford to Swaraj 2
Note : 4 Customers told that they will not buy any tractor other than M & M
Q. 16 : Cultivating Practices
2 1 to 5 12 9 3
3 1 to 6 & 12 29 16 13
4 1 to 6 0 0 0
Total 90 60 30
2 Transporting Goods 45 27 18
3 Transporting
0 0 0
passengers
4 Construction 1 1 0
5 (2 & 4) 8 6 2
Total 90 60 30
Q . 1 8 ) Ha bi ts O f Tra c tor Ow ners
2 Listen to Radio 18 7
Not listen to Radio 42 23
The main reasons for M & Ms Victory are Parameters like Reasonable
maintenance ,Fuel efficiency, Cheap & Easy Availability of Spares &
Service, Engine Power, Application suitability
All the respondents including Swaraj Owners Knows M & M tractor& its
models
Apart from M & M other most known tractor companies are Eicher,Messey
Fergusson, Escorts,Swaraj ,Sonalika
In both cases i.e. M & M and Swaraj the mostly used Information sources are
Other Tractor Owners, Friends/Relatives,& Mechanics resply
In case of M & M the main Influencers in final buying decision are Own
decision, Tractor owners, family members. But main Influencers is
Owners own Decision
The main reason for not buying M & M are Relevant financing sources not
available, Friends advice, More maintenance.
Most of the tractor owners of both M & M and Swaraj dont buy
implements along with tractor.
Most of the tractor owners ,of both M & M and Swaraj has taken loan for
buying tractor.
75% of M & M & Swaraj owners both has taken loan from Nationalized
Banks.
45% of M & M and 60% of Swaraj owners use tractor for Transporting
Goods
43% of M & M and 33% of Swaraj owners dont use tractor for
non-agricultural use.
Not a single Tractor owner took Test Drive before buying tractor
93.33% of M & M owners have only one tractor & remaining have more than
1 tractor while in case of Swaraj 100% of Swaraj owners have only one
tractor.
The main Crops taken by Tractor owners are Soya bean,
Paddy,Wheat,Gram,Cotton,Vegetables,
Suggestions
Dealer should provide enough time to tractor buyers for making loan
proposals.
Tractor Dealers should give enough time to customers for making loan
proposals
The reasons for sales of Swaraj tractor are reasonable maintenance, Good
Financing options, application suitability. These parameters should be taken
into consideration by M & M .
Trained mechanics should be appointed both at workshop & for field visits for
attending complaints
A n n e xu re
The following important annexure relevant to this study is enclosed
herewith
Slide 1
Most Considered Models By M & M Ow ners
Sl id e 4
Main Influencers For M & M An Swaraj Owners
Slid e 5
PARAMETERS AFFECTING BUYING DECISION
Slide 6 LIKED PARAMETERS OF M & M OWNERS
Tractor quality
Pow er
Fuel Efficiency
Driving Comfort
Styling of Model
Status
Spares availability
Slide 7
Slide 8
Slid e 9
Slid e 10
Slid e 11
Slid e 12
Slid e 13
Sl id e 1 4
Sl id e 1 5