SURVEY REPORT ON

STUDY OF CONSUMER PREFERENCE

TOWARD MAHINDRA SCORPIO

Submitted in partial Fulfillment of the requirement of two year

POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM)

BATCH: 2018-2020

Submitted to: Submitted By:

Mr. Saurabh Srivastava Rajat Srivastava

Assistant Professor PG/24/064

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 PREFACE

“Learning Categories you, and practicing on that learning specialize you” It is a great
honour to work on a project assigned to me and to prepare a report on that assigned

project.

This project gives information about the “Study of Consumer Preference towards
Mahindra Scorpio” what does really the consumer feels and what factors does directly

or indirectly tends the consumer's Preference about the Mahindra Scorpio.

The topic assigned to me was a very challenging one and I had to work really hard to
collect the relevant data. After analyzing those data I have reached a conclusion

which has been clearly stated in the report.

It was not an easy task to work on this project without proper help and guidance of
my mentor Mr. SAURABH SRIVASTAVA, ASSISTANT PROFESSOR who guided me to
the right path on each and every problem that I was confronted with and I am really
grateful to him for his assistance and guidance to complete my report in proper and

precise manner.

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 DECLARATION

I ANKIT SINGH, hereby declare that my report entitled “Study on customer

preference Towards Mahindra Bolero” is a project work carried out by me
independently. The information presented in the report is correct to the best of my
knowledge and the analysis is as per the norms and guidelines of the report. I have
utilized the required concepts and applied the relevant methodologies to analyse the

data collected to reach the conclusion.

I claim this report to be my indigenous work and have not presented it anywhere else

for any purpose, what-so-ever.

Date: Ankit Singh

Place: Varanasi PGDM-2nd Sem.

PG/25/017

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 ACKNOWLEDGEMENT

I consider this as the best opportunity to thank everyone, who has cooperated with
me & encouraged me to carry out this Survey Report on the topic “Study on

Customer Preference towards Mahindra Bolero”

I express my sincere thanks& gratitude from the core of my heart to my Mentor Mr

Avinash Supkar (Assistant Professor) for his impeccable support through his
suggestions& guidance without which it would have been impossible to complete my

survey report.

Last but not the least, I am highly obliged to all those, who helped me directly or
indirectly in completion of this Survey report. My seniors, classmates& friends who
always encourage me & help me. I do not have words to acknowledge their

endeavours but I wish them all their desired success in their career.

I feel it to be my duty to put it into records with great affection &inspiration to my

reverent parents for their constant encouragement, financial & moral supports

throughout the study period.

Last but not least, I specially acknowledge my sincere thanks to all those who love&

care for me.

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 CONTENTS PAGE

INTRODUCTION 5-20

RESEARCH OBJECTIVE 21-21

RESEARCH METHODOLOGY 22-22

REVIEW OF LITERATURE 23-23

DATA INTERPRETATION 24-41

FINDING 42-42

LIMITATION 43-43

CONCLUSION 44-44

ANNEXURE 45-49

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 INTRODUCTION

The Mahindra Scorpio is an entry level SUV that was first introduced in 20 june 2002
in india . It is more appropriate to call the Scorpio a basic utility Vehicle rather than a
SUV. The overall design is based on the Mahindra Armada. Since its inception the
Vehicles has gone through many change’s including its overall design and its engine
mill.

Currently, the new generation Scorpio has been significantly improved to be more
comfortable and more economical, with a choice of different trims and variant’s. It is a
very in expensive SUV and at first glance its has got a square body cut with muscular
body kit and the signature front grille is also decent with its honey comb mesh. The

wheels are nice and big and give it’s a good look.

Regarding the interiors, the seats are not more comfortable with better upholstery
and there is also a centre arm rest for the rear passengers. The dash board look’s
better organized, but still is not very well laid out. The improvement of materials used
inside does improve the overall look and feel of the cabin. The dash board has a

plastic wood finish with nice AC vents and the instrument cluster had become digital.

The Scorpio comes with a 2523cc power+ engine. The engine is refined well and is
mated to well engineer manual 5-speed manual transmission. The car will most

probably compete with the Suzuki, Ertiga, Hyundai Creta, and Ford Eco-sport.

This Survey tire’s to identify customer opinion about Mahindra Scorpio. Survey future
tries’ to measure the satisfaction level of its customer’s towards various feature of
Mahindra Scorpio.

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ABOUT THE COMPANY

Mahindra and Mahindra ltd is an Indian multinational car manufacturing corporation

headquartered in Mumbai, Maharashtra, India. It is one of the largest vehicle
manufacturers by production in India and the largest manufacturer of tractors in the
world. It is a part of Mahindra Group, an Indian conglomerate.

It was ranked 21st on a list of top companies in India by Fortune India 500 in 2011.

Its major competitors in the Indian market included Tata Motors, Ashok Leyland and
others.

HISTORY
Mahindra & Mahindra was set up as a steel trading company in 1945 in Ludhiana as
Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik
Ghulam Mohammed. After India gained independence and Pakistan was formed,
Mohammed immigrated to Pakistan where he became that country's first finance
minister. The company changed its name to Mahindra & Mahindra in 1948. It
eventually saw a business opportunity in expanding into manufacturing and selling
larger MUVs, starting with the assembly under licence of the Willis Jeep in India. Soon
established as the Jeep manufacturers of India, the company later commenced
manufacturing light commercial vehicles (LCVs) and agricultural tractors.

Over the past few years, the company has taken interest in new industries and in
foreign markets. They entered the wheeler industry by taking over Kinetic Motors in
India. M&M also has a controlling stake in the REVA Electric Car Company and
acquired South Korea's SsangYong Motor Company in 2011. In 2010–11 M&M entered
in micro drip irrigation with the takeover of EPC Industries Ltd in Nasik.

In October 2014, Mahindra and Mahindra acquired a 51% controlling stake in the
Peugeot motorcycle.

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In December 2015, Mahindra and Mahindra Ltd and affiliate Tech Mahindra Ltd,
through a special purpose vehicle (SPV), have agreed to buy a 76.06% stake in Italian
car designer Pininfarina Spa, for €25.3 million (around Rs.186.7 crore).

In January 2017, Mahindra and Mahindra Ltd (M&M) acquired a 75.1 equity stake in a
farm equipment company, marking its entry into Turkey.

In September 2017 Mahindra and Mahindra Ltd said it has acquired Erupt Tractor
Sinai, a Turkish tractor maker and its foundry business for Rs 800 crore.

OPERATIONS
AUTOMOBILES

Mahindra & Mahindra, brands its products as "Mahindra", produces SUVs, saloon
cars, pickups, commercial vehicles, and two wheeled motorcycles and tractors. It owns
assembly plants in India, Mainland China (PRC), the United Kingdom, and has three
assembly plants in the United States. Mahindra maintains business relations with
foreign companies like Renault SA, France.

M&M has a global presence and its products are exported to several countries. Its
global subsidiaries include Mahindra Europe. Based in Italy, Mahindra USA Inc.,
Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.

Mahindra began assembling the Jeep CJ3 in 1954, and light commercial vehicles in
1965. In 1979 the licensed assembly of Peugeot diesel four-cylinder engines and
transmissions began, and in 1982 a tie-up with Kia Motors to build their four-speed
KMT90 transmission and transfer case was announced. Mahindra's MM range was a
mainstay of the line-up and was eventually also offered with a 1.8-liter Isuzu petrol
engine in addition to International and Peugeot diesels. Mahindra started making
passenger vehicles firstly with the Logan in April 2007 under the Mahindra Renault
joint venture. M&M made its maiden entry into the heavy trucks segment with
the Mahindra Truck and Bus Division, the joint venture with International Truck, USA.

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Mahindra produces a wide range of vehicles, including MUVs, LCVs and three-
wheelers. It manufactures over 20 models of cars, including larger, multi-utility
vehicles like the Scorpio and the Scorpio. It formerly had a joint venture

with Ford called Ford India Private Limited to build passenger cars.

At the 2008 Delhi Auto Show, Mahindra executives said the company was pursuing an
aggressive product expansion program that would see the launch of several new
platforms and vehicles over the next three years, including an entry-level SUV
designed to seat five passengers and powered by a small, turbocharged Diesel
engine. True to their word, Mahindra & Mahindra launched the Mahindra Xylo in

January 2009, selling over 15,000 units in its first six months.

Also in early 2008, Mahindra commenced its first overseas CKD operations with the
launch of the Mahindra Scorpio in Egypt in partnership with the Bavarian Auto Group.
This was soon followed by assembly facilities in Brazil. Vehicles assembled at the plant
in Bramante, Manaus, include Scorpio Pick Ups in single and double cab pick-up body

styles as well as .

Mahindra planned to sell the Diesel SUVs and pickup trucks starting in late 2010 in
North America through an independent distributor, Global Vehicles USA, based
in Alpharetta, Georgia. Mahindra announced it would import pickup trucks from India
in knockdown kit (CKD)form to circumvent the Chicken tax. CKDs are complete
vehicles that were assembled in the United States from kits of parts shipped in
crates. On 18 October 2010, however, it was reported that Mahindra had indefinitely
delayed the launch of vehicles into the North American market, citing legal issues
between it and Global Vehicles after Mahindra retracted its contract with Global
Vehicles earlier in 2010, due to a decision to sell the vehicles directly to consumers
instead of through Global Vehicles. However, a November 2010 report quoted John
Perez, the CEO of Global Vehicles USA, as estimating that he expected Mahindra's
small Diesel pickups to go on sale in the United States by spring 2011, although legal
complications remained, and Perez, while hopeful, admitted that arbitration could

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take more than a year. Later reports suggested that the delays may be due to
Mahindra scrapping the original model of the truck and replacing it with an upgraded
one before selling them to Americans. In June 2012, a mass tort lawsuit was filed
against Mahindra by its American dealers, alleging the company of conspiracy and

fraud.

Mahindra & Mahindra has a controlling stake in Mahindra REVA Electric Vehicles. In
2011, it also gained a controlling stake in South Korea's Ssang Yong Motor Company.

Mahindra launched its relatively heavily publicised SUV, XUV500, code named as
W201 in September 2011. The new SUV by Mahindra was designed in-house and it
was developed on the first global SUV platform that could be used for developing
more SUVs. In India, the new Mahindra XUV 500 came in a price range
between ₹1,140,000–1,500,000. The company was expected to launch three products
in 2015 (two SUVs and XUV 500 hybrid. Mahindra's two wheeler segment launched a
new scooter in the first quarter of 2015. Besides India, the company also targeted
Europe, Africa, Australia and Latin America for this model. Mahindra President
Mr. Pawan Goenka stated that the company planned to launch six new models in the
year. The company launched the CNG version of its mini truck Maxximo on 29 June
2012. A new version of the Verito in Diesel and petrol options was launched by the
company on 26 July 2012 to compete with Marutis, Dezire and Toyota Kirloskar
Motor's Etios. On 30 July 2015, Mahindra released sketches of a new compact SUV
called the TUV300 slated to be launched on 10 September 2015. The TUV300 design
took cues from a battle tank and used a downsized version of the hawk engine found
on the XUV500, Scorpio and some models of the Xylo. This new engine was dubbed
the mHawk80.

Mahindra has also entered an app based intra-city cargo platform known as
SMARTSHIFT. Smart Shift is a first-of-its-kind load exchange platform for Small
Commercial Vehicles. It enable's businessmen who wish to transport cargo &
transporters to find each other. The platform enables contact, negotiation & sealing
the deal between the two parties at just the click of a button!

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Mahindra Automotive North America (MANA), the company's U.S. subsidiary, opened
a car manufacturing plant in Detroit, Michigan on 20 November 2017. The plant
employs 250 people, and is the first automotive production facility to open in Detroit
in 25 years.

AUTOMOBILE ASSEMBLY PLANT.

Bangalore, Karnataka, India

 Mahindra e2o

Chakan, Maharashtra, India

 Mahindra Maxximo
 Mahindra Supro
 Mahindra XUV500
 Mahindra TUV300
 Mahindra KUV100
 Mahindra Pick-Up
 Shang Yong Rexton

 Haridwar, Uttarakhand, India

 Mahindra Scorpio
 Mahindra Scorpio S2
 Mahindra Alfa
 Nasik, Maharashtra, India
 Mahindra Thar
 Mahindra Xylo
 Mahindra Quanto
 Mahindra Scorpio

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  Mahindra Scorpio
 Mahindra Pick-Up
 Mahindra Verito
 Zaheerabad, Telangana, India
 Mahindra Scorpio Camper
 Mahindra Tourister
 Mahindra Alfa auto
 Mahindra Jeeto
 Mahindra Comfio
 Mahindra Jayo

MILITARY DEFENCE

The company has built and assembled military vehicles, commencing in 1947 with the
importation of the Willis Jeep that had been widely used in World War II. Its line of
military vehicles includes the Axe. It also maintains a joint venture with BAE Systems,
Defence Land Systems India.

ENERGY

Mahindra & Mahindra entered the energy sector in 2002, in response to growing
demands for increased electric power in India.

Since then, more than 150,000 Mahindra Powered engines and Diesel generator sets
(gensets) have been installed in India. The inverters, batteries, and gensets are
manufactured at three facilities) in Pune(Maharashtra), Chennai (Tamil Nadu,
and Delhi; and 160 service points across India offer continuous support to most key
markets. Powered is present in countries across Latin America, Africa, the Middle East,

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and Southeast Asia—and expanding into the United Arab Emirates, Bangladesh, and
Nepal. Mahindra Powerless energy services consist mostly of power leasing and
telecom infrastructure management. In 2006, it became a major market leader in the
telecom segment (and in 2011, its market share passed 45 percent.

Mahindra Clean tech Ltd focuses in eco-friendly, or "green" power. In response to

growing acceptance of solar power, it formed a subsidiary, Mahindra Solar, in 2010 to
offer a range of solar solutions, both off grid and on grid, alongside Engineering,
Procurement, and Construction (EPC).

Meanwhile, its off-grid products include power packs and rooftop setups for business
organisations and public institutions alongside rural electrification through lanterns
and home and street lighting systems. The company works closely with Mahindra’s
farm equipment division to offer lighting products to some of the more rural areas in
India. It also works with Mahindra Powered to offer solar power backup to telecom
sites in India. In 2011, Mahindra Solar received a CRISIL rating of SP1A in 2011, the
highest rating for any solar photovoltaic off-grid company.

FARM EQUIPMENTS
Mahindra began manufacturing tractors for the Indian market during the early '60s. It
is the top tractor company in the world (by volume) with annual sales totalling more
than 200,000 tractors. Since its inception, the company has sold over 2.1 million
tractors. Mahindra & Mahindra’s farm equipment division (Mahindra Tractors) has
over 1,000 dealers servicing approx. 1.45 million customers.

Mahindra tractors are available in 40 countries, including India, the United States,
China, Australia, New Zealand, Africa (Nigeria, Mali, Chad, Gambia, Angola, Sudan,
Ghana, and Morocco), Latin America (Chile, Argentina, Brazil, Venezuela, Central
America, and the Caribbean), South Asia (Sri Lanka, Bangladesh, and Nepal), the
Middle East (Iran and Syria) and Eastern Europe (Serbia, Turkey, and Macedonia.
Mahindra Tractors manufactures its products at four plants in India, two in Mainland

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China, three in the United States, and one in Australia. It has three major subsidiaries:
Mahindra USA, Mahindra (China) Tractor Company, and Mahindra Yueda (Yancheng)
Tractor Company (a joint venture with the Jiangsu Yueda Group).

In 2003, the Farm Equipment Sector of Mahindra & Mahindra won the Deming
Application Prize and in 2007 it received the Japan Quality Medal for implementing
Total Quality Management in its entire business operations. The company has
garnered the highest customer satisfaction index (CSI) in the industry at 88 percent. It
earned a 2008 Golden Peacock Award in the Innovative Product/Services category for
its in-house development of a load car. In its 2009 survey of Asia’s 200 most admired
and innovative companies, the Wall Street Journal named Mahindra & Mahindra one

of the 10 most innovative Indian companies.

In addition to tractors, Mahindra sells other farm equipment. It has expanded its
product-line to include farm-support services via Mahindra AppliTrac (farm
mechanisation products), Mahindra Shubh Labh (seeds, crop protection, and market
linkages and distribution), and the Samriddhi Initiative (farm counselling and

information services).

The Mahindra Automotive and Farm Equipment Sectors (AFS), is one of the largest
contributors to the Mahindra Group revenue and includes 27 businesses, 18
subsidiaries and 9 companies.

The Automotive business accounts for about 48% of India’s utility vehicle market
share and is the number two CV player in India. The business has a presence in
almost every segment of the automobile industry with a portfolio ranging from SUVs,
luxury UVs, sedans, pick-ups, light, medium and heavy commercial vehicles to three-
wheelers. Their customer base spans rural and urban India.

The Farm Equipment department also has its presence in end-to-end agriculture
value chain providing irrigation, fertilization, seeds through varied agriculture and
allied businesses.

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 NAMING OF VEHICLES

The commercial vehicles made by the company follow the invisible rule of ending with
an 'O', like in Scorpio, Verito, XUV500. It is believed that the company does this due

to the success of its first two vehicles -bolero and Scorpio.

COMPANY UPDATES

In 2015, it was announced that the company was to offer Android Auto,
a telemetric standard developed by Google, technology with its In-Vehicle

Infotainment system for its XUV500 and Scorpio vehicles.

EMPOLYEES

As on 31 March 2016, the company had 39,276 employees, out of which 626 were

women (1.6%). It also had around 19,000 temporary employees on the same date.

AWARD AND RECOGNITIONS

 Bombay Chamber Good Corporate Citizen Award for 2006–07.

 Business world FICCI-SEDF Corporate Social Responsibility Award 2007.
 The Brand Trust Report ranked M&M as India's 10th Most Trusted Brand in its
India Study 2014 survey (from 20,000 brands analyzed).
 Its Farm Equipment division received the Deming Prize in 2003.
 Its Farm Equipment division received the Japan Quality Medal in 2007.
 The US based Reputation Institute ranked M&M amongst the top Ten Indian
companies in its 'Global 200: The World's Best Corporate Reputations' list for
2008.

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 Blue bytes News rated M&M as India's second Most Reputed Car Company
(reported in their study titled Reputation Benchmark Study) conducted for the
Auto (Cars) Sector in 2012.

COMPANY INVESTMENT

MUMBAI: Having lost out the prestigious government electric vehicle order to Tata
Motors, Mahindra & Mahindra, India’s leading electric vehicle maker is not perturbed
and has set its eye on bigger things in the future.

The maker of Scorpio and Scorpio SUV, which has so far invested close to Rs 500
crore in the business, will be investing almost eight times the money — Rs 3,500 crore

to Rs 4,000 crore — in the EV business in the next three to five years.

And the intent is not only to drive and lead the EV market in India but also to act as a
supplier. To that end, the company is looking at a joint venture partner in motor and
power electronics, apart from infusing the money for its half a dozen new EV vehicle
portfolio. This investment will be in four parts, first is the investment in research and
development—battery technology, motors, power electronics etc, for which Mahindra
has already committed Rs 600 crore and the second is on capacity expansion. The
third will be electrifying Mahindra’s current product portfolio and fourth is developing

dedicated electric platform.

Pawan Goenka, MD of M&M told ET, Mahindra is looking at three different buckets.
The affordable EV market with Mahindra vehicles, at the price range of Rs 7 lakh to Rs
10 lakh, slightly expensive vehicles around Rs 15 lakh plus that will be shared with

SsangYong and finally Pininfarina vehicles, which will be priced above Rs 25 lakh.

And there will be solution for both personal and commercial end – which includes
three-wheelers, buses, which company intends to participate in government tenders

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very soon. Goenka says his aspiration is, in India other than cells, nothing should be
imported. M&M would like to manufacture motors in-house, for which there aren’t
any large scale supplier of motors with a capacity that EVs need.

VISION AND MISSION OF COMPANY.

Tech Mahindra Foundation is the Corporate Social Responsibility (CSR) arm of Tech
Mahindra. It was set up in 2007 as a Section 25 Company (referred to as Section 8
Company in the Companies Act, 2013), with a vision of Empowering through
Education, and a mission encapsulated in the words below:
Educated, skilled and able women and men are a country’s true strength. We aspire
to see children who are purposefully engaged, youth that is constructively employed
and a society that provides equal opportunities to people with different abilities.
Through its corporate social responsibility initiatives, the Mahindra Group commits
itself.
The key focus areas for Corporate Social Responsibility at Tech Mahindra Foundation
are:
 Empowerment of girls/women
 Empowerment of people with disabilities
 Corporate volunteering
these three areas are cross cutting themes for all our projects and
programmes at Tech Mahindra Foundation.

CORE VALUES

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These are the core beliefs on which our organisation has been built, and they are the
cornerstones of our success. These enduring values guide our actions, decisions and

relationships as we work towards fulfilling our mission

Accepting No Limits.

We accept no limits, and ask the same of everyone else. In return, we work relentlessly
to provide the tools, information, and inspiration for us to push past limitations and

comfort zones.

Alternative Thinking.

Alternative thinking means solving problems in ways no one thought of before, by

using fewer resources and entering markets thought to be unreachable.

COMPANY OVERVIEW

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Mahindra & Mahindra Limited primarily engages in the automotive and farm
equipment businesses worldwide. The company offers aerospace components,
airframe parts and assemblies, and aircraft; automotive services and pre-owned cars;
personal and commercial vehicles; application and light trucks; electric vehicles;
recreational and commercial boats; and motor cycles, electric scooters, and e-bikes. It
also provides crop care products; supplies hybrid seeds; grows and distributes seed
potatoes, pulses, and edible oils; exports fruits; and offers dairy products, agricultural
irrigation systems, pumps and pipes, and landscape and turf irrigation products. In

addition, the company offers tractors.

Mahindra and Mahindra is launching a facelift version of the TUV300 sub four metre
compact SUV in India. The model is to be inspired by the Mahindra Stinger Concept,
first shown at the 2018 Auto Expo. It is to be launched in India by the end of this year
and will be priced at less than INR 750,000. The vehicle features the headlamp and
grille design of the Stinger, revised tail lamps and rear bumper. It is to be powered by
a 1.5-litre three-cylinder diesel engine that has a twin scroll turbocharger, coupled

with a choice of a five-speed manual and a five-speed AMT.

Mahindra & Mahindra Ltd. announced, in the presence of the Government of

Maharashtra, that it would make an additional investment at its Chakan plant in
Maharashtra. As part of its expansion plans, the company will invest over INR 5,000
million in its Electric Vehicle (EV) Project under the new EV Policy of the Government
of Maharashtra. The investment for EV and EV Components is in addition to its
ongoing expansion plan in Chakan which includes an initial investment of INR 65,000
million. This additional investment of INR 5,000 million will be utilized towards
product development and capacity enhancement for electric vehicles and related

components.

SWOT ANALYSIS OF COMPANY

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STRENGTH:

Market leader in multiple automotive segments: Mahindra & Mahindra has leading
market share in a tractor as well as in the utility vehicles segment. Also, the company
has strong market share in the commercial vehicle as well as passenger vehicle
segment. Strong market share provides a competitive advantage to the company and

allows the company to focus on innovation.

Excellent products according to Indian road conditions: Mahindra &

Mahindra’s SUVs are suited perfectly to Indian road conditions especially, Mahindra

Scorpio which has been an outstanding performer for many years.

Low after sale cost: M&M has a competitive advantage on after sale cost since it
is lower than the industry average and also have high availability of spare parts to

different parts of the country.

WEAKNESS:

Geographic dependence: M&M is depended for the majority of its revenue (over
60%) from India, which would affect its business in case of any economic slowdown or

high inflation.

Overdependence on Automotive industry: M&M’s major part of revenues come from

its automotive business which makes it vulnerable to any breakthrough in the industry
or slowdown in the market.

Product Recalls affects brand image: M&M has had to recall many of its products in
the recent past. For instance, In February 2015, M&M recalled XUV500 manufactured
before July 2014. Such incidents affect the brand image of the company and
consequently affect sales.

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OPPORTUNITIES:

Growth in Indian automotive industry: The Indian automotive industry is growing year
on year with over 12% growth from the previous 3 years. The industry is expected to
grow at a CAGR of 13% in the next 4 years. This growth can be beneficial for M&M.

Increasing Demand for Hybrid Electric Vehicles: There is an increasing demand for
Hybrid Electric Vehicles (HEVs) around the world. The demand for HEVs is expected to
grow at a CAGR of 19% in the next 3 years. M&M has a strong portfolio of HCVs and
is set to be benefited by the growing demand.

Emerging nations: M&M should look forward to tapping the emerging nations around
the world which have high potential. M&M should build over its global footprint to
tap the emerging markets.

THREAT:

Competition in the automotive industry: M&M faces intense competition from various
automotive companies such as Tata Motors, Ford, Volvo and General Motors etc. This
can affect M&M’s market share and put pressure to constantly innovate on M&M.

Competition in other businesses put pressure on M&M: Mahindra group faces strong
competition in other businesses as well. For example, its IT business faces competition
from IT giants such as Infosys. This reduces market share and increases competitive
pressure.

Stringent Regulations: M&M is subject to strict regulations by the government and

environmental agencies in terms of emission levels, noise levels etc. Such regulations
keep changing and thus increase compliance costs for the companies.

RESEARCH OBJECTIVE

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Study the consumer Preference of Mahindra Scorpio for youth with respect to their

Demographic condition.

The study has been undertaken to analyze the customer satisfaction towards all the

variants of Mahindra scorpio.

 To gather information about customer satisfaction towards Mahindra scorpio

in the Varanasi.

 To know the customer perception about features, minimum maintenance cost

and look of Mahindra scorpio .

 To know the customer satisfaction about the safety and comfort related

features of Mahindra scorpio .

 To provide suggestion in improving the customer satisfaction and scorpio sales

and profitability.

 To know the mileage of Mahindra scorpio

 To know the customer feedback related to its price .

RESEARCH METHODOLOGY

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The entire study is planned with the view to collect Data and to analyze
the information about the consumer Preference towards Mahindra
scorpio of youth.

Types of data collection : Primary

Types of Research : Descriptive

Method of data collection : Survey

Period of study : 5 month’s

Sample size : 100

Sampling unit : Owner of SUV

Universe of the Study : Varanasi

Collection instrument : Structured Questionnaire

Sampling Techniques : Convenience

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 REVIEW OF LITERATURE

Manish Kumar Srivastava, A.K. Tiwari [1], studies the consumer behavior for A3
segment vehicles such as Honda City and SX4 in a particular region Jaipur. Data
collected from 100 respondents 50 each from Honda City and Maruti SX4.
Respondents were considered from various backgrounds like Gender, Occupation,
Income class. Also customer purchase parameters considered for study are Price,
Safety, Comfort, Power & Pickup, Mileage, Max Speed, Styling, After Sales Service,
Brand Name and Spare Parts Cost. Based on above parameters and analysis made in
this it revealed that, while purchasing A3 segment car Customer give much
importance to Safty, Brand Name and seating and driving comfort. Also word of
mouth publicity and advertisements in car magazines are more effective

communication medium for promotion of Cars.

K.Vidyavathi [5], the study throws light on various aspects that the manufactures
should concentrate on to attract the prospective buyers. The demand for the small
Automobile segment is increasing because of the growing number of nuclear families
as well as parking problems. Hence the manufactures should find out the needs,
wants, tastes and preferences of consumers in order to design the products. Also fuel
economy and driving comfort are the most important parameters followed by

availability of spares and their price.

Ramita Verma, Shubhkamana Rathore [8], studied the luxury car segment of India.
Researches and studies have revealed that the luxury car market is growing at a
steady speed of 25% per annum with more and more numbers of luxury cars entering

Indian car market.

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 DATA INTERPRETATION
1. Gender :

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2. Age :

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3. EDUCATION :

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4. OCCUPATION :

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5. MARITAL STATUS :

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6. APPROX ANNUAL INCOME

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7. COMBINED ANNUAL INCOME

8. What Variant of car do you prefer?

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INTERPRETATION:

It interprets that consumer will most prefer to SUV car.

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9. What is your perception about Mahindra Scorpio spare part availability?

INTERPRETATION:
It interpret that people are view that spare part are easily available.

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10. Which brand according to you is giving tough competition to Mahindra
Scorpio in India?

INTERPRETATION

Its interpret that Duster car give tough competition to Scorpio.

11- What about the price of Mahindra Scorpio?

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INTERPRETATION:

It interpret that there is a moderately priced and customer is also satisfied with
price.

12-Do you think that Scorpio is capable to attract today’s generation?

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 INTERPRETATION
It interprets that 42% Mahindra Scorpio attracts the today generation.

13- What is the best thing in Mahindra Scorpio?

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 INTERPRETATION:
It interprets that Rough and tough is the best thing of Mahindra Scorpio.

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 14- How much do you like Mahindra Scorpio?

INTERPRETATION
It interprets that consumer Mahindra Scorpio in Average

15- What do you think about the Design & Style of Mahindra Scorpio?

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 INTERPRETATION:
It interprets that Design & style of Mahindra should be good and very good.

16- New Technology such as Bluetooth, Rear parking sensor, Rear

camera, Automatic wiper, Rear wiper, LED light, attractive interior &
Air bags going to make you feel comfortable while driving?

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INTERPRETATION

It interpret that maximum customer is agree with the new technology of

Mahindra Scorpio.

17- What do you think about the space available in Mahindra Scorpio?

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 INTERPRETATION
It interpret that 51% customer will agree with the available space in Scorpio.

18- If you are going to be a customer of M&M car’s in future, what will be
your expectation?

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INTERPRETATION: It interpret that customer expect more variety’s of car

FINDING

 Responses are quite mixed, but maximum people are of the view that spare parts
are easily available.

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 According to responses, Duster is giving toughest competition to Mahindra
Scorpio.
 Maximum people here are of the view that Mahindra scorpio is moderately priced
and satisfied with the pricing.
 Out of the collected response maximum 45.4% people are of the view that
Mahindra Scorpio in attracting youth.
 Here the responses are mixed, but still the majority of people recognize Mahindra
Scorpio for its rough and tough handling.
 Liking of the Mahindra Scorpio is not on the very positive side but people like it
moderately.
 Maximum (29.6 %) of the people are of the view that design a style of Mahindra
Scorpio appealing but rest majority thinks, it is moderate.
 Here, we get mixed review behaviour strongly agree and strongly disagree. But
majority people agree with it.
 Maximum people (51.9%) are of the view that Mahindra Scorpio has lot of space.
 Here maximum people are of the view that they want the Mahindra & Mahindra
range of cars to be amplified.

CONCLUSION

From the survey I have fetched out following sentences :

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  Mahindra Scorpio is a moderately priced car
 Mahindra scorpio succeeds in attracting today’s youth up to a
great extend
 Mahindra scorpio is known for its rough & tough handling.
 People also give par ratings on the looks & design of Mahindra
Scorpio.
 It is spacious.
 It spare parts are easily available.
 And in this segment Renault duster is giving toughest competition
to Mahindra Scorpio.
 According to survey I come to know that in Varanasi out of 10
people 8 people will prefer to buy scorpio and they feel its good
for a family .
 By this survey it also come in front that scorpio is good and
comfortable for long journey .

At last i just want to say that according to survey Mahindra

scorpio is having good record in Varanasi region .

The company can for the undertake R&D to improve the existing
feature which field help increase in the customer satisfaction.

LIMITATION

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 1. The Preference pattern analysis has been limited to only 100 customers.
2. The study is conducted to analyze their pattern not all those factors that really
matter whole preferences.
3. As the study have been limited to only 100 out of them most whole varanasi
the owner of SUV.

4. Beside the study has the limitation of time place and resources.
5. While doing survey people are not giving data easily.
6. At many place people are not able to understand the question so i have to
read out for there understanding so it take some more time to do research .

ANNEXURE

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This SURVEY is being done for educational purpose as per the Norms of
AICTE as per curriculum Post Graduate Diploma in Management(PGDM)-
TWO year full time @ SMS, Varanasi. Kindly fill the Questionnaires.

(DEMOGRAPHIC QUESTIONS)

1. GENDER

A) Male
B) Female
C) Prefer not to say

2. AGE:

a) 18 – 25
b) 26 – 35
c) 36 – 50
d) Above 50

3. EDUCATION:

a) Up to 10
b) 12th
c) Graduate
d) Post Graduate

4. OCCUPATION:

a) Job
b) Business

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 c) Student
d) Home maker

5. MARITAL STATUS:

a) Married
b) Unmarried

6. YOUR APPROX ANNUAL INCOME

a) Below 2.5 lakh

b) 2.5 – 5.0 lakh
c) 5.0 – 10 lakh
d) Above 10 lakh

7. COMBINED ANNUAL INCOME OF YOUR AND FAMILY MEMBERS RESIDING

WITH YOU.

a) Below 5.0 lakh

b) 5.0 - 10 lakh
c) 10 - 12.0 lakh
d) Above 12 lakh

Section B (Car Related Question)

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8. What Variant of car do you prefer?

a) Small car /Hatch back

b) Sedans
c) SUV
d) Any other

9. What is your perception about Mahindra Scorpio spare part availability?

a) Outstanding
b) Excellent
c) Good
d) Average
e) Bad

10. Which brand according to you is giving tough competition to Mahindra

Scorpio in India?

a) Creta
b) Duster
c) Vitara Brezza
d) Ertiga
e) Eco sport

11. What about the price of Mahindra scorpio?

a) Highly priced
b) Moderately
c) Law priced
d) Value for money

12. Do you think Scorpio is capable to attract today’s generation?

a) Yes

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 b) No
c) May be
d) Cannot say
e) Definitely not

13. What is the best thing in Mahindra Scorpio?

a) Quality
b) Style and design
c) Service
d) Price
e) Rough and tough

14. How much do you like Mahindra Scorpio?

a) Very much
b) Average
c) Not so much
d) Not at all

15. What thinking about the design & Style of Mahindra scorpio?

a) Outstanding
b) Excellent
c) Very good
d) Good
e) Bad

16. New technologies such as Bluetooth, Rear Sensor, power window, auto
wiper & attractive interior and air bags going to make you feel comfortable
while driving?

a) Strongly disagree

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 b) Disagree
c) Neutral
d) Agree
e) Strongly agree

17. What do you think about the space available in Mahindra Scorpio?

a) Extremely spacious
b) Spacious
c) More space
d) Less space

18. If you are going to be a customer of M&M cars in future, what will be
your expectation?

a) More variety of cars

b) More value for money
c) Improved quality of car
d) Better after-sale service
e) Better safety measures

BIBLIOGRAPHY

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  www.Business world.com
 www.Autowold.co
 www.Top gear.com
 Mahindra and Mahindra Official website
 www.Gaddi.com

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