A

RESEARCH REPORT
ON
PRODUCT ANALYSIS OF
MAHINDRA SCORPIO AND XYLO

MASTER OF BUSINESS ADMINISTRATION

From

Uttar Pradesh Technical University, Lucknow

(2012-2014)

IIMT MANAGEMENT COLLEGE GANGA

NAGAR MEERUT

SUBMITTED TO:- SUBMITTED BY:

Dr. MOHIT RAWAL BHUPENDRA SINGH
Roll No.: 1207270027
M.B.A. IV SEM.

1
 DECLARATION

I hereby declare that the research work presented in the summer training based research report
entitled; Product Analysis of Mahindra Scorpio and Xylo for the partial fulfillment for the
award of Masters Degree in Business Administration from UTTAR PRADESH TECHNICAL
UNIVERSITY, LUCKNOW is based on my research work.

The research report embodies the result of original work and studies carried out by me and the
content of the research do not from the basis for the award of any other degree to me or to
anybody else.

Date: (Signature)

BHUPENDRA SINGH

Roll No: 1207270027

2
 ACKNOWLEDGEMENT

To accomplish a project it involves a lot of effort and contribution from number of people. It is
thus an opportunity for me to thank those people who have helped me generously in the
completion of this research.

Exchange of ideas generates a new object to work in a better way. Apart from the ability, labor
and time devotion; guidance and cooperation is the two pillars for the success of the research,
whenever a person is helped or cooperated bothers his/her heart is bound to pay gratitude to
them.

On the completion of this research report, I am immensely thankful to UP Technical

University, LUCKNOW which has provided me with this opportunity .I am also thankful to
School of Management, IIMT. Meerut and all the respective fraternity for their valuable time,
support, enthusiasm, guidance and keen interest shown to me during the project. I deliberate my
profound sense of gratitude to all the supporting hands.

Date: Signature

BHUPENDRA SINGH

3
 EXECUTIVE SUMMARY

The research report titled Product analysis of Mahindra Scorpio and Xylo has been
prepared in Partial fulfillment for the award of the degree of masters of business administration.

Through the project, the Researcher has tried my level best to bring to the knowledge of the
management of Excel Pack. Regarding the Customer buying behavior process by which an
organization ensure that it has capable manpower effectively and efficiently accomplishing the
appointed tasks that wall help the organization to achieve its overall objective.

The customer buying behavior process in Excel Pack start with the manpower planning and this
process end till the induction of the new employee. Each step in recruitment and selection has
been defined carefully and flow chart has been use to bring more clarity.
The study also mentions the important need of psychometric test in the process of selection of
managers for this company.

The term research defined as the systematic methods consisting of identification of problem,
formulating a hypotheses, collection of facts or data analyses of facts and reaching certain
conclusion either in the form of solution towards the concerned problems or in certain
generalization for some theoretical formulation.
It may also be defend as systematic design, collection and analysis and reporting of data and
findings with respect to a particular market situation facing a company.
The purpose of research in discovers answer to questions through the application of scientific
procedures. The main aim of research is to unravel the truth which is hidden has been
discovered as yet. Research means search for knowledge. Increased account of research makes
progress possible. Research has its special significance the various operational and problems of
business and marketing.
Logical and systematized applications of the fundamental of science to the general and overall
question of a study, and scientific techniques which provide precise tools, specific procedure
and technical, rather than philosophically means for getting and ordering the data prior to the
logical and manipulation.

4
The project report is about recruitment and selection process thats an important part of any
organization. Which is considered as a necessary asset of a company? In fact, recruitment and
selection gives a home ground to the organization acumen that is needed for proper functioning
of the organization. It gives an organizational structure of the company. Its a methodology in
which the particular organization works and how a new candidate could be recruited in such a
way that he/she would be fitted for the right kind of career.

There are two types of factors that affect the Recruitment of candidates for the company:
Internal factors
External factors

The objective of selection decision is to choose the individual who can most successfully
perform the job from the pool of qualified candidates. Selection process or activities typically
follow a standard patter, beginning with an initial screening interview and concluding with final
employment decision.

5
 TABLE OF CONTENTS

TITLE PAGE NO.

EXECUTIVE SUMMARY V

LIST OF TABLES VII

LIST OF FIGURES IX
LIST OF GRAPHS X

1 INTRODUCTION

1 INTRODUCTION TO AUTOMOBILE 14
INDUSTRY

2 OBJECTIVES OF THE STUDY 17

3 RESEARCH METHODOLOGY 18

4 LIMITATIONS 18

2 COMPANY PROFILE 20

1 HISTORY 20

2 MILESTONES, AWARDS AND ACCOLADES 24

3 MAHINDRA XYLO 41

4 DEALER NETWORK IN ALL INDIA 49

5 SUVs COMPARE CHART 50

6 MILESTONES OF MAHINDRA&MAHINDRA 51

7 COMPANY PERFORMANCE 55

1 LITERATURE REVIEW 60

3 RESEARCH METHODOLGY
2 RESEARCH METHODOLGY 64

6
 1 RESEARCH DESIGN 64

2 DATA COLLECTION 65

3 STATISTICAL TOOLS 67

4 DATA ANALYSIS AND INTERPRETATION 69

5 1 FINDINGS 95

2 CONCLUSION 97

3 LIMITATIONS 99

4 SUGGESTIONS 100

REFERENCES 102

APPENDICES 103

7
INTRODUCTION

8
INTRODUCTION

1.1 INTRODUCTION TO AUTOMOBILE INDUSTRY

The automobile industry has changed the way people live and work. The earliest of modern cars
was manufactured in the year 1895.

Shortly the first appearance of the car followed in India. As the century turned, three cars were
imported in Mumbai (India). Within decade there were total of 1025 cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel was used for
transportation in India. In the beginning of 15th century Portuguese arrived in China and the
interaction of the two cultures led to a variety of new technologies, including the creation of a
wheel that turned under its own power. By 1600s small steam-powered engine models was
developed, but it took another century before a full-sized engine-powered vehicle was created.
The actual horseless carriage was introduced in the year 1893 by brothers Charles and Frank
Duryea. It was the first internal-combustion motor car of America, and it was followed by
Henry Ford's first experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that
featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an
aluminum body.

It was usually driven by chauffeurs and emphasis was on comfort and style rather than speed.

During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-steel
wheels, and four-wheel brakes.

Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body.

The 1937 Pontiac De Lure sedan had roomy interior and rear-hinged back door that suited more
to the needs of families. In 1930s, vehicles were less boxy and more streamlined than their
predecessors.

The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires.

The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It was
built on compact and stylized lines, and was capable of 230 kmh (144 mph).

9
This was the Indian automobile history, and today modern cars are generally light,
aerodynamically shaped, and compact.

FACTS

The automobile industry in India is on an investment overdrive. Be it passenger car or two-

wheeler manufacturers, commercial vehicle makers or three-wheeler companies - everyone
appears to be in a scramble to hike production capacities. The country is expected to witness
over Rs 30,000 crore of investment by 2010.

Over the next one year, some 20 new cars will be seen on Indian roads. Take note of this, Maruti
Udyog is coming up with new SPLASH during the next few months.

Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be
launching a mini and may be a compact car.

Most of the companies have made their intentions clear. Maruti Udyog has set up the second car
plant with a manufacturing capacity of 2.5 lakh units per annum for an investment of Rs 6,500
crore (Rs 3,200 crore for diesel engines and Rs 2,718 crore for the car plant itself).

Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3
years. Hyundai will bring in more than Rs 3,800 crore to India. Tata Motors will be investing Rs
2,000 crore in its small car project.

General Motors will be investing Rs 100 crore, Ford about Rs 350 crore and Toyota announced
modest expansion plans even as Honda Siel has earmarked Rs 3,000 crore over the next decade
for India - a sizeable chunk of this should come by 2010 since the company is also looking to
enter the lucrative small car segment.
Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have each
announced well over Rs 1,000 crore of investment. Mahindra & Mahindra's joint venture with
International Trucks is expected to see an infusion of at least Rs 500 crore.

10
INDUSTRY PERFORMANCE IN 2009-10

The Indian automotive market managed to stand up to the vagaries of the economic meltdown
to show slightly positive growth during fiscal 2008-09. Overall vehicle sales at 97.23 lakh grew
0.71 per cent from 96.54 lakh units in 2007-08.
When major automotive markets reported a 30-40 per cent decline, only a handful of countries
managed to show positive growth. A few months ago, India was looking at negative growth but
has turned around. It is actually better than expected.
Passenger vehicle sales at 15.51 lakh registered flat growth while commercial vehicle sales
showed a 21 per cent drop.

SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per cent
growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent growth for
passenger vehicles. The three-wheeler segment may grow 5-8 per cent growth while two-
wheelers may show 3-5 per cent growth.
The passenger vehicle market has weathered the downturn largely due to market leader Maruti
Suzuki which holds 48 per cent of the market. The compact car giant clocked 7.22 lakh units for
2008-09. Closest rival Hyundai Motor India sold 2.44 lakh cars, a growth of 13 per cent. Tata
Motors sales grew 1.3 per cent at 2.30 lakh units while Mahindra & Mahindra posted 2.5 per
cent growth at 1.06 lakh units.

Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motors numbers fell
15 per cent to 46,892 units while Ford Indias sales were down 17 per cent to 27,976 units.
Honda Siel Cars India also saw a 17 per cent drop at 52,420 units while General Motors India
was down 8 per cent to 61,526 units. Among commercial vehicle makers, all major players saw
substantial fall in volumes. Market leader Tata Motors with a 60 per cent plus share, showed 22
per cent drop in numbers at 2.34 lakh units while Ashok Leyland showed 37 per cent drop at
47,632.

Eichers sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per cent at
7,819 units. The freight movement is unlikely to improve this fiscal which will impact truck
sales.

11
Two-wheeler sales grew 2.6 per cent to 74.38 lakh units. Hero Honda has made up for the
erosion of sales volume for other two-wheeler makers including Bajaj Auto and TVS Motor
Company, said Mr. Matta. Hero Honda clocked 36.40 lakh units, a growth of 12.5 per cent.
Bajaj Autos volumes dropped 23 per cent to 12.86 lakh units while TVS saw a marginal decline
at 11.36 lakh units. Honda Motorcycle and Scooter Indias sales surged 16 per cent to 10.15
lakh units.

1.2 OBJECTIVES OF THE STUDY

The study has been under taken to analyze the customer buying behavior towards the Mahindra
XYLO in Meerut with a special reference to the M&M motors, the other objectives are:

To know the strength and weaknesses of the Mahindra XYLO.

Brand name plays a vital role for launching a new product.

To provide suggestions, in improving the customer satisfaction and the company sales
and profitability and image to increase the brand level.

To know the perception towards the Brand about the sales service offers to buy M&M
products.

To know the customer opinion of various cars in Meerut city.

1.3 RESEARCH METHODOLOGY

12
The researcher approached the company for summer training where he has been allotted the
project work on performance appraisal process. For the collection of primary data the researcher
has used questionnaire as a tool, the collected data was than tabulated and analyzed with the
help of the percentage method and MS Excel package. This is then presented and interpreted to
drive findings and recommend suggestions.

1.4 LIMITATIONS

Taking the market conditions into consideration the survey, which includes a sample of
100, was a respective one.
Due to the limitation of span of time and limited resources survey was conducted for a
period of 4 weeks.
The geographic region covered for the survey was limited to the boundaries of the Patna
city.
Since the survey was conducted at the residential localities and the person who owns a
Mahindra Vehicle.
Improper response from customers and buyers, but it was minimal.
Scientific methods of post testing could not be conducted.
Minimal possible bias in administrating the questions at the survey conducted areas.
The reaction and attitudes are subjected to changes according to needs and time.

13
 COMPANY PROFILE

COMPANY PROFILE

2.1 HISTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE

14
Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed. Later on,
after the partition of India, one of the partners - Ghulam Mohammad - returned to Pakistan,
where he became Finance Minister. As a result, the company was renamed to Mahindra &
Mahindra in 1948.

M&M started its operation as a manufacturer of general-purpose utility vehicles. It assembled

CKD jeeps in 1949. Over the passing years, the company expanded its business and started
manufacturing light commercial vehicles (LCVs) and agricultural tractors.

Apart from agricultural tractors and LCVs, Mahindra & Mahindra also showed its dexterity in
manufacturing army vehicles. Soon, it started its operations abroad, through its plants set up in
China, the United Kingdom and the USA.

M&M partnered with companies prominent in the international market, including Renault SA,
International Truck and Engine Corporation, USA, in order to mark its global presence. M&M
also started exporting its products to several countries across the world. Subsequently, it set up
its branches including Mahindra Europe Srl (based in Italy), Mahindra USA Inc., Mahindra
South Africa and Mahindra (China) Tractor Co. Ltd.

At the same time, M&M managed to be the largest manufacturer of tractors in India, by holding
leadership in the market of the country, for around 25 years. The company is an old hand in
designing, developing, manufacturing and marketing tractors as well as farm implements. It
made its entry to the passenger car segment in India, with the manufacture of Logan (mid-size
sedan) in April 2007, under the Mahindra Renault collaboration.

Soon after the considerable success of Logan, M&M started launching a wide range of LCVs
and three wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero
has gained immense popularity in India. It is one of the most opted vehicles in its class.

15
MAHINDRA BOLERO

Mahindra Bolero is one of the most successful and popular utility vehicle of the Mahindra and
Mahindra Group. The car is robust in appearance and it has been elegantly designed, keeping in
mind the conditions of the Indian roads.

Mahindra Bolero is also among the best fuel efficient cars of India as the manufacturer has
equipped it with a 2500 cc diesel engine with5- speed transmission.

MAHINDRA SCORPIO

Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility Vehicle in
India in 2002.

This SUV has redefined the expectations for the design of SUVs with its sturdy looks and
powerful performance, the sophisticated interior design adds to the further glory to the
appearance.

MAHINDRA INGENIO

Mahindra & Mahindra is planning to launch a new multi-purpose vehicle (MPV) to take on the
Toyota Innova and the Chevrolet Tavera in both the individual buyer and taxi segments.
Mahindra has currently named the project Ingenio. The vehicle is expected to hit the market
in2009

MAHINDRA RENAULT LOGAN

Much awaited Mahindra-Renault Logan has been launched in India. This compact sedan is a
spacious, practical and affordable vehicle. The outlook of Logan is impressive and the basic
version is a value for money, however the top-end versions are a bit high on price. The
prominent feature of this car is its performance, interiors and economy.

MAHINDRA XYLO

16
Mahindra & Mahindra Limited launched their latest Multi Utility Vehicle (MUV) Xylo in
India on January 13, 2009. The car boasts of having all the luxurious features that are seen in
todays sedans, with the ample space of a utility vehicle. Xylo's muscular stance contributes to
its commanding road presence. Fully packed with the latest features, the MUV is sure to
impress Indian consumers and provide a stiff competition to the other vehicles within its class.

Performance of Mahindra XYLO

Under the hood of Mahindra Xylo lies a 4-cylinder turbocharged, mEagle diesel engine, which
generates a power of 112bhp @ 3800 rpm and a peak torque of 24 kgm @ 1800-3000 rpm. The
powerful engine is developed on the NEF CRDe platform and is mated to 5-gears manual
transmission. The car accelerates from rest to 60 km/h in just 5.8 seconds.

PRODUCTS OF MAHINDRA AUTOMOTIVE - Fig 2.1

MAHINDRA SCORPIO

MAHINDRA BOLERO

MAHINDRA XYLO

17
 MAHINDRA RENAULT LOGAN

MAHINDRA MARSHAL

MAHINDRA MAXX

2.2 MILESTONES, AWARDS AND ACCOLADES

18
M&Ms 61st year was studded with a number of noteworthy achievements, prestigious
prizes and glittering awards.

DUAL HONOURS FOR CHAIRMAN MR. KESHUB MAHINDRA

Chairman, Mr. Keshub Mahindra was awarded the Business Visionary Award 2006
instituted by the National Institute of Industrial Engineering (NITIE), Mumbai.
Chairman, Mr. Keshub Mahindra was also awarded the prestigious IBS Kolkata Lifetime
Achievement Award for his unparalleled contribution to industrial growth and social and
economic development of the community.

It was presented by the Institute of Chartered Financial Analysts of Indias (ICFAI) India
Business School (IBS), Kolkata, at the Strategy Summit 2007, held in Kolkata.

SLEW OF HONOURS FOR MR. ANAND MAHINDRA

Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number of prestigious awards in
2006-07, including:

The prestigious CNBC Asia Business Leader of the Year Award for the Year 2006 as
well as the CNBC TV India Business Leader of the Year Award.

The CEO of the Year award at the India Brand Summit 2006 co-sponsored by Business
Standard and ITM Business School in association with Times Now and DNA newspaper.

The LMA Entrepreneur of the Year 2006 award, instituted by the Ludhiana Management
Association (LMA).

The Most Inspiring Corporate Leader of the Year Award by NDTV Profit

The NDTV Profit Car & Bike Award 2007 for Automobile Man of the Year.

Mr. Anand Mahindra was also nominated as a Member of the Council of the Executive
Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He was

19
featured in the list of 50 Most Influential Indians in Business Weeks edition dated August 13,
2007

HIGHEST CRISIL RATING FOR M&M

M&M has received the highest Governance & Value Creation rating, CRISIL GVC Level - I
from CRISIL for the ability to create value for all stakeholders, while adopting sound corporate
governance practices.

DUN & BRADSTREET AMERICAN EXPRESS CORPORATE AWARDS 2006

Mahindra & Mahindra was rated as the leading Indian company in the Automobile - Tractors
sector in the Dun & Bradstreet American Express Corporate Awards 2006. The Automobile
Sector comprises of three categories Passenger Vehicles, Commercial Vehicles and Tractors.
These awards recognize the virtues of size and growth in the awards methodology. M&M
ranked No. 1 in these two segments in the premier Dun & Bradstreet India publication, Indias
Top 500 Companies 2006.

MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD

Mahindra & Mahindra was honored with the Amity HR Excellence Award at the Fourth Amity
Global HR Summit 2007 held at the Amity International Business School, Noida. The Amity
HR Excellence Award recognized Mahindra as one the most admired companies across the
global on account of its innovative strategies for Human Resources Management and
Development.

GLOBAL HR EXCELLENCE AWARD FOR M&M

Mahindra & Mahindra won the Global HR Excellence Award for Innovative HR practices
(Manufacturing Sector), in the Asia Pacific HRM Congress, held in Mumbai. These awards
recognize organizations and individuals who have embraced change, encouraged constructive
challenges and demonstrated entrepreneurial skills in the corporate world.

M&M WINS BOMBAY CHAMBER GOOD CORPORATE CITIZEN AWARD 2006-07

M&M was presented with the coveted Bombay Chamber Good Corporate Citizen Award 2006-
07 at a glittering ceremony held to celebrate the Chambers 172nd Foundation Day on

20
September 21, 2007. Mr. Bharat Doshi, Executive Director, M&M Ltd. and Mr. Rajeev Dubey,
Member of the Group Management Board and Chairman, Mahindra & Mahindra CSR Council,
received the award on behalf of the company.

This Award recognizes and honors conspicuous achievement by corporate organizations by way
of service to the civic community, in addition to outstanding operational performance. It takes
into account several parameters, including Business Performance, Corporate Interests,
Employee Welfare, Customer and Stakeholder Satisfaction and Social Investment.

GOLDEN PEACOCK AWARD FOR EXCELLENCE IN CORPORATE GOVERNANCE

Mahindra & Mahindra won the coveted Golden Peacock Award for Excellence in Corporate
Governance 2006. This award validates the companys Best-in-Class corporate governance
practices and reflects its transparent and ethical dealings with stakeholders across the entire
value chain. It recognizes the Managements commitment to the highest standards of corporate
conduct and its commitment to Corporate Social Responsibility as a distinct activity that helps
build commendable social values and adds to the ethical fiber of the organization.

MAKING OF MAHINDRA SCORPIO

Prior to the mid-nineties, M&M was an automobile assembly plant. The company used to
manufacture WILLYS JEEPS and its minor modified versions (modification carried out in
India). In 1996, the company planned to enter the SUV segment with an all new product which
can complete even in foreign markets.

Since M&M didnt have the know-how of making a new age product, they devised a whole new
concept among Indian auto companies. For their growth, the company roped in new executives
such as DR.PAWAN GOENKA and ALAN DURANTE who have worked in this industry in
western countries.

The company broke the rule that says automakers must design, engineers and test their own
vehicles spending millions of dollars in the process. The new Mahindra Scorpio SUV had all of
its major systems designed directly by suppliers with the only inputs from Mahindra being
design, performance specifications and program cost.

21
6. Mahindra Scorpio launched in Brazil

Mahindra & Mahindra (M&M), Indias leading automotive brand with a growing global
presence, today announced the launch of the Mahindra Scorpio SUV and its Pik-Up range
(Single and Double cab) in Brazil, in partnership with Bramont-Montadora Industrial e
Comercial de Veiculos Ltda.

A special state-of-the-art facility has been set up to assemble the vehicles with an annual
capacity of 5,000. Body assembly will be undertaken by Usiparts, a Usiminas System company,
while the chassis, suspension and engine (power-train) will be assembled by Bramont at its
plant in Manaus (AM).

Speaking at the eve of launch, Mr. Pravin Shah, Executive Vice President, International
Operations, said Mahindra has carved a distinct niche for itself in markets across the globe
with its unique combination of rugged utility and style. The Brazilian economy and automotive
industry is highly evolved and has strategic importance for Mahindra. This is the first assembly

22
facility in South America for the Mahindra Scorpio platform and helps consolidate our presence
in the Mercosur region. Our partner Bramont has a professionally managed network of dealers
which will ensure our success in the competitive Brazilian market.

Elaborating on Bramonts association with M&M to launch the Scorpio in Brazil, Mr. Eduardo
de Castro, Chairman, Bramont said, It is an honour for us to represent Mahindra in the fifth
largest market in the world. Launching the Mahindra Scorpio in the Brazilian market is in tune
with our objective of offering the customer world-class vehicles. We believe that the Mahindra
Scorpio offers a strong value proposition that will make it a preferred vehicle in this market.

The models introduced in the Brazilian market are powered by the 2.6 litre Mahindra Common
Rail engine that delivers 110 hp. The models are available with 4X2 and 4X4 electronic shift on
the fly and the engine conforms to Euro III emission norms. From 2009, Mahindra vehicles will
be offered with a Euro IV compliant engine.

"We intend to provide the market with vehicles incorporating quality and technology of an
international standard, offering customers a strong value for money proposition, Given the
companys strong track record, Mahindra vehicles will be able to compete successfully in the
Brazilian 4x4 diesel utility segment. said Mr. Jose Francisco de Oliveira Neto, General
Manager of Bramont.

Since its launch, the Mahindra Scorpio has not only emerged as the leader in the UV (Utility
Vehicle) segment in India but has also won widespread industry acclaim. It has also won several
prestigious awards from the automotive media, including the CNBC Autocar Car of the Year
Award, BBC Wheels Best SUV of the Year and Best Car of the Year awards and the BS
Motoring Car of the Year Award.

Mahindra & Mahindra has been growing in stature as an international automotive major. Today,
M&M has a global footprint with presence in major markets including South Asia, Middle East
, Europe where Mahindra Scorpio is known as Mahindra Goa , Africa and in South America,
where it is present in Chile and Uruguay. Over the past year, the Scorpio has been successfully
launched in several markets, including Australia, Turkey and Ghana. Earlier this month,
Mahindra launched the Scorpio SUV in Egypt, marking the commencement of its first assembly

23
operations outside India. As part of its growing global footprint, one of India's favourite SUV is
poised to take on the most challenging market, the USA, in 2009

SCORPIO INNER LOOK

7.SCORPIO(m-HAWK)

FEATURES & VARIANTS

24
In 2000 Company adopted a new logo. In 2002 Scorpio was launched. Scorpio look is better
and it is spacious and luxurious.

Scorpio engine has one of the highest BHP/liter amongst all diesel vehicles sold in India.
Scorpio m-HAWK engine is 100 kg less than all CRDe. It has one of the highest BHP/Liter
amongst all diesel vehicles sold in India. Scorpio has the best 0-60 kmph & 0-100 kmph figures
and highest top speed and rapid acceleration. In 2003 Scorpio received national award for R&D.

In 2004 Scorpio launched in Latin America, Middle East and South Africa. M&M launched
CRDe in Scorpio in 2005(1st Indian Auto Manufacture).and Car of the year.

In 2006 Scorpio Hybrid was unveiled at Delhi Auto Expo. All new Scorpio with 43 new
Features, Scorpio crossed 1 lakh production mark, and Global Launch of Scorpio Pick-up in
South Africa. Scorpio position in Car plus Category with the Tag line Nothing else will do.
Scorpio marched in to (Kenya) M7M set up centralized call centre for customer centricity in
2007 and Scorpio V-series launched Nov. 30 2007.Scorpio was the highest selling SUV in year
2007.

SCORPIO SEATING OPTION:-

Table 2.1

FEATURES & VARINTS M2DI LX SLE VLX VLX AT

9 SEATER

8 SEATER

7 SEATER- CAPTAIN SEATS

7 SEATER SIDE FACING

REAR SEATS

SCORPIO m-Hawk

25
Great Minds must be ready ...

Not only to take opportunity...

But to make them...

Some fact about Mahindra Scorpio Car+ positioning at the time of launch

Comforts and conveniences of a car

And Go-anywhere capability of SUV.
Scorpio More Than 25 Awards Won.

26
Key Awards:

Olympic Brand status by IMRB (2007) only 4-wheeler brand to attain this.
TNS Voice of customer award 2007 (SUV-MPV segment).
NID Business world Design excellence award 2006.
Golden Peacock Product Innovation Award by IOD 2006.
SP Jain Marketing Impact Award 2004.
Car of the Year (COTY) 2003 by.
BBC Wheels.
CNBC Auto car.
Business Standard Motoring.

MAHINDRA SCORPIO m-HAWK:-

M-Hawk engine is 100kg less than CRDe.

It is made up of ALLUMINIUM ALLOY.

M-hawk Engine oil Capacity=6.5 liter

CRDe =6 liter

M-Hawk has =2.2 (2200cc) cubic capacity

=120bhp (break horse power)

=290 nm torque*

Torque=force*radial displacement.

To give more power and to move crump.

TURBO CHARGER:-

It is started from 2002.

27
Variable Turbo Charger runs through exhaust gas. According to the combustion it
takes/sucks oxygen/air.

For Turbo Engine following things should be followed for the betterment of engine:-

After starting and turning off engine, let it works on low RPS at least for 1
minute.
In CRDe only Maxi mile Supreme Oil should be added.
Power Steering Oil should be changed per 80000 km or once in a year.
Gear box and Differential oil changing time...

SCORPIO-15000km , CRDe-20000km

There are two types of engine:-

1. COMPRESS IGNITION (CI)

2. SPARK IGNITION (SI)

COMPRESS IGNITION is to compress the air at high temperature for the combustion of
fuel.

Mahindras vehicles are having Compress Ignition which is best one.

MARUTI SUZUKI is having SPARK IGNITION

Features in Scorpio (m-HAWK)

Table 2.2

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 LX Sle Vlx Vlx AT
Technology
mHAWK engine
Micro hybrid technology
Electrically operated ORVMs
Tyre-tronics
Intellipark
Blue vision bulbs
5-zone cushion suspension
Rain & light sensors
Digital immobilizer
Voice assist system , vehicle security
system & remote locking/unlocking
2 din audio system with Bluetooth,CD/mp3
player,usb & SD card compatibility
Safety
Dual airbags(optional)
Anti-lock breaking system
Collapsible steering columns & side
intrusion beams
Crash protection crumple zone & child
locks
File retardant upholstery
Tubeless tyres
Smart windows(anti-pinch ,driver side
only)
Convenience
Power steering
Power windows
Central locking
Specially designed spaces for storage on
central bezel ,IP & console
Air extractor
Mobile charging facility for the front &
middle row seats
Intelligent front wipers
Rear wash & wipe
Rear demister
Follow me home headlamps
Illuminated footboards
Theatre style interior illumination with
illuminated key rings
Side step
Headlamp leveling switch & remote fuel
lid opener
Cruise control & audio control on steering
wheel

29
Style
Alloy wheels
Air dams & mud flap
Illuminated spoiler
Roof top ski racks
Full wheel caps
Sporty bonnet scoop
Front fog lamp
Sporty decals
Two tone interiors Tan & Tan & Tan &
Beige Beige Beige
Black Black
allure allure
Cladding Colored colored Colored
Comfort
Titable steering
Heating, ventilation & AC with rear vents
Middle row sliding seats(only in 8 seater)
Full fabric seats
Fabric & vinyl combination seats
Centre armrest on 2nd row seat
Individual armrest on 1st row seats
Manual ORVMs
Swivel interior lamp

Seating
9 seater
8 seater
7 seater-captain seat
7 seater side facing rear seats

30
Fig 2.2

31
Changes in Scorpio with respect to time

SCORPIO GROWTH RATE- Fig 2.3

7. B.EURO:-

32
It is a rule for POLLUTION, invented by BUCHI in 1919(Germany).

Pollution Control developed in EUROPE.

In INDIA it is called as BHARAT STAGE

Recently these are the stages in INDIA

BS-2(BHARAT STAGE 2)

BS-3(BHARAT STAGE-3)

BS-4(BHARAT STAGE-4)

AIM: - To reduce NOX (Nitrogen Oxide) which is a very harmful gas not only for Human
Being but also for the Environment.

These are the different stages in EURO

1) EURO-1
2) EURO-2
3) EURO-3

EURO-1:-

It has CATALATIC Convertor.

It is a filter which is connected with exhaust fan to stop NOX.

EURO-2:-

It has CATALATIC Convertor + EGR (Exhaust Gas Recirculation)

Here 10-20% smokes again taken in its intake maniphole, to dead oxygen.

We know very well that at 1200-1800 C in Temperature NOX produced. And if it is in

800-1000 C we can stop NOX to its minimum level which will produce less pollution.

33
EURO-3:-

It has CATALATIC Convertor + EGR +INTERCOOLER

These all three EURO helps the environment to be less polluted.

And it is a mandatory for all Automobiles Companies to strictly follow the EURO Norms.

7. C: CRUMPLE ZONE

No AIRBAGS...As a Alternative

Crumple Zone is present in both sides of bonnet, in left and right side...
It stops at last end of bonnet when it dashed directly from front.
It wont hurt a person sitting at drivers seat and beside him.
HANDLE is connected with long rod which wont hurt driver when it dashed
directly because after dashing, the rod immediately breaks in between and fell
down without hurting the person who is driving.

Crumple zones

SCORPIO PROFILING

Fig 2.4

34
2.3 MAHINDRA XYLO

Mahindra XYLO -co created with customers to surpass their latent desires

35
Making the Mahindra Scorpio and XYLO meant challenging the limitations of every car before
it. It meant determining the needs of our consumers. And pioneering technologies to meet those
needs. The Mahindra Xylo was meant to be built around you, out of your needs.

And it took 160 engineers to do just that. Engineers that were handpicked from across the
country. Each of them regarded as an expert in their own field of automobile development.
These engineers spent time with customers across the country, observing their interaction with
vehicles. They identified need gaps and invented solutions to fill in these gaps. And the result
was India's first car to be built inside out. Every need was catered to, every requirement met.
And once the interiors were done, the exteriors began.

A lot of research and development has gone into bringing the Mahindra Scorpio and XYLO
from the drawing board to 'on road'. And every manufacturing process has been optimized to
handle this special car's special requirements. Like the body assembly procedures that are fully
automated to ensure incredible levels of accuracy. So you can be sure that extra thought and
effort have gone into making the Mahindra Xylo perfect in every way.

This car offers all the tough and rugged meets of clients and sedan buyers at an unprecedented
level of sophistication and elegance. Equipped with all luxury comforts, XYLO is also regarded
as Great Indian Travelling Machine and definitely it will redefine the future of road travel in
India. It is a perfect combination of performance as well as style. All these features make the car
an eye catching vehicle on road.

8. A: Mahindra xylo uniqueness

Mahindra xylo is unique in these ways:-

XYLO was designed Inside out

Designed after taking extensive customer feedback

36
 Best in class rugged style

Best in class space

Best in driving and seating comfort

More space in less dimension

Its positioning is sedan plus positioning

DIFFERENT VARIANTS IN MAHINDRA XYLO

TABLE 2.3

FEATURES
XYLO D2 power windows, Central locking, Power steering ,roof A.C.
with CRDE based DI engine
XYLO E2 HVAC, power windows, Central locking, Power steering, Flat

37
 bed front seats and Transponder based immobilizer, roof A.C.
with m-EAGLE engine
XYLO E4 E2 + fabric seats, cool dual AC with roof console, vinyl, wheel
caps, remote locking, rear wash and wiper
XYLO E6 E4 + 2 din audio system, Intellipark reverse assist, Limited
DDAS, Ski rack, Arm rest, Electric ORVM & body side
moulding, Full floor console and Contrast exteriors.
XYLO E8 E6 + Full fabric seats, Full range DDAS, Alloy wheels Full
painted exteriors, Reverse fog lamps and Foldable Flight trays.
XYLO E8 with ABS E8 + ABS(anti locking breaking system)

XYLO E8with ABS & airbag E8 + ABS(anti locking breaking system)+airbag for front
seater

SALIENT FEATURE OF MAHINDRA XYLO:-

Some of the distinguished characteristics of Mahindra Xylo are:

Flat bed front seats

Digital drive assist system (DDAS)

Foldable flight trays

Surround cool dual AC

Captain seats and theatre style seating

Laptop and mobile charging points

Elegant legroom

Cabin lights and Intellipark Reverse Assist

Specifications:
Powered by 2.49 liter Eagle CRDe engine
Available in 4 variants

Power - 112 bop

38
 Speed - 0-60 kmph in 5.8 seconds

Torque - 1800 to 3000 rpm SPECIFICATIONS OF MAHINDRA XYLO

SPECIFICATION OF MAHINDRA XYLO:-

TABLE 2.4

Engine

Type 4 Cylinder, Turbocharged, Diesel (m-Eagle CRDe)

Displacement 2498cc

Max power 112bhp @ 3800 rpm

Max Torque 24 kgm @ 1800-3000 rpm

Gearbox

Type 5 Speed; Manual

Steering

Type Power Assisted, Rack & Pinion

Suspension

Front Independent, Coil springs, Double Wishbone type with Anti-roll

Front
bar

Rear Multi-link, Coil springs

Wheels and Tyres

Wheels 6.0J X 15 (Steel and Alloy type)

Tyre 215/75 R15

Brakes

Front Ventilated Disc

39
Rear Drum

Vehicle

Body Two box, Five Door

Seating Capacity 7 & 8 seater

Fuel Tank Capacity 55 liters

Overall Dimensions

Wheel Base 2760 mm

Width 1850 mm

Length 4520 mm

Height 1895 mm

Ground Clearance 186 mm

Turning Circle
5.4 m
Radius

Kerb Weight 1830 kg (2WD)

Gross Weight 2475 kg (2WD)

INNER VIEW OF MAHINDRA XYLO

40
 8. E: Award for Mahindra xylo:-

Its not just us calling the Xylo the MUV of the year. All leading automotive experts have
recognized the Xylo a winner.

ET ZIGWHEELS AWARD

41
 OVERDRIVE CNBC NDTV CAR AND BIKE

TV 18 AWARD AWARD

9: DEALER location in BIHAR

42
Dealers Network in BIHAR

Since the Scorpio was targeted at an Urban Client it needed a strong distribution presence in
Metros & Urban areas. Hence, the distribution channel has to focus on providing an appealing
experience for modern car buyers. In BIHAR company has categorized three phase:

PHASE 1:- In phase 1, the dealership which is authorized for the Scorpio is only SONALI
AUTOS, located at Anisabad Patna.

Infrastructure
Service Centre

PHASE 2:- Priyadarshi Motors is categorized as the second authorized Scorpio Dealership. It is
constructed at Saguna More, Patna

PHASE 3:- The Company gave authorization of Scorpio to two dealership-

Brajesh Automobiles-PURNEA
Shree R.C. Enterprises-MOTIHARI

2.4 Dealer network in all INDIA

Fig 2.5

43
 Personal 160
Prosper 184
Exclusive 3 85
wheeler
All 3 wheeler 186

44
2.5 SUVs COMPARE CHART

TABLE 2.5

MAHINDRA TATA TOYOTA

45
 OVERVIEW SPACES FEATURES ALL FEATURES
PRICE EX 9,83207
SHOWROOM

FEATURES MAHINDRA TATA SAFARI 2.2 TOYOTA INNOVA

SCORPIO VLX DICOR 2.5 V-8SEATER
Air conditioner
Power steering
Power windows
Anti lock breaking
Air bag
Leather seat
CD player
Overall 4495 4650 4555
length(mm)
Overall width(mm) 1817 1918 1770
Overall 1975 1925 1755
height(mm)
KERB weight(kg) 2170 1585
Mileage
overall(km/lit)
Seating 7 7 8
capacity(person)
No of doors 5 5 5
Displacement(CC) 2179 2179 2494
Power(PS@rpm) 120@4000 140@4000 102@3600
Torque(NM@rpm) 290@1800-2800 320@1700-2700 200@1400-3400
Transmission type manual Manual Manual
Gear 5 5 5
Turning radius 5.6 6 5.4
Mileage 10.6 8.7 10.3
city(Kmpl)
Mileage 13.6 13.1 12.7
highway(Kmpl)

2.6 MILESTONES OF MAHINDRA&MAHINDRA

TABLE 2.6

46
YEAR ACHIEVMENTS

1947 In October, the first batch of 75 Utility Vehicles (UVs) imported in CKD
condition from Willys overland Export Corporation.

1949 Lease of 11,071 Sq. yards at Mazagaon from British India Steam navigation.
The first Willys Overland Jeep built in India at the Assembly Plant, Mazagaon,
Bombay (now Mumbai).

1954 Manufacture of Vehicles undertaken in collaboration with Kaiser Jeep

Corporation and American Motors Corporation.

1962 Indigenous content of Jeep goes up to 70 per cent. To centralise manufacturing

operations, 137 acres of land purchased at Kandivli.

1965 FC 150 Petrol Trucks introduced.

1967 Two wheelers drive Utility Vehicles introduced. The 101" wheel base and Metal
Body UVs introduced. Indigenous content goes up by 97 per cent.

1969 The start of vehicles export. Export of total 1200 UVs along with spare parts to
Yugoslavia. Exported also to Ceylon, Singapore, Philippines and Indonesia.

47

1970 The contracts to export of 3304 vehicles, mainly to Yugoslavia and Indonesia
 1971 Separate R&D section set up.

1974 Maxi miller campaign launched for the conservation of fuel. CJ 4A was
introduced with new transmission and axle ratio. Collaboration agreement with
Jeep corporation (subsidiary of AMC, Detroit).

1975 FC 260 Diesel light truck and CJ 500 D Diesel was introduced with MD 2350
Diesel Engine.

2.7 COMPANY PERFORMANCE

1979 The Government of India approves in principle, technical collaboration with
Peugeot (France) for the manufacture of XDP 4.90 Diesel Engine.

Sales Performance

Mahindra & Mahindra Ltd. (M&M Ltd.), a part of the US $6.7 billion Mahindra Group, has
1981 The Nasik Trucks Assembly Plant and Peugeot Engine Assembly Plant at
Ghatkopar
announced its Februaryinaugurated. NC 665
2009 automotive salesDP Mini Truck rolls out from Nasik Assembly
Line.
Our sales figures this month have been bolstered by impressive numbers for all M&M Ltd.
products, which have registered a growth of 21.6%.

1983
The XYLO,FJ 460 launched
which model was in introduced
January 2009,withis4doing
speedespecially
gear box.well
Engine
withplant
salesatofIgatpuri
2287 nos. in
formally inaugurated by Mr. Jean Boillot, President of Automobiles Peugeot of
February 2009, said
France forMr.
the Rajesh Jejurikar,
manufacture Chief Peugeot
of 25,000 of Operations, Automotive
and Petrol engines. Sector, Mahindra &
Mahindra Ltd.

1985 The New Mahindra Vehicle-MM 540 was launched in Bombay. NC 640 DP
M&M automotive sectors
with 4 speed total
gear boxvolumes (including
and Mahindra jointwas
MM 440 ventures) for the month of February
introduced.
2009 stand at 19594 units, as against 18379 units in February 2008.

The company sold a total of 19894 vehicles (Domestic + Exports) in February 2009, as against
1986 vehicles
19674 CJ 640 DP Vehicle
(Domestic introduced.
+ Exports) sold in February 2008.

M&Ms YTD volumes for the month of February 2009 stand at 194467 units, as against 195849

1987 MM 540 DP metal Body Wagonette introduced.

48
 Mahindra Nissan Allwyn Ltd., as its associate company with LCV operations in
Andhra Pradesh.

The CJ 340 DP model was introduced. M&M and Peugeot announced their tie
up for the manufacture of Peugeot 504 pickup truck, BA 10 gear boxes and
1989 latest XD 3 diesel engines. M&M acquired automotive pressing unit at Kanhe,
from period
units in the same Guest Keen Williams Ltd.
last year.

M&M exported 300 units in February 2009, as against 1295 units exported in February 2008.

Mahindra
1991 Group is the first
Introduced CJ 500Indian company
DI model to MDI
with sponsor a car
2500 in the injection
A direct NASCARdiesel
Nationwide
engines.Series.
M&M bags order to export 10,000 CKD kits. Commander range of models: 650
Incidentally, it's the group's second year as a NASCAR racing team sponsor. Last year they
DI, 750 DP/HT were also launched with tremendous market response.
sponsored the McDonald Motor sports team which runs the No. 81 car in the Nationwide Series.

1993 The Mahindra Armada was launched

SALES PERFORMANCE
Mahindra Nissan Allwyn Ltd. (MNAL) was merged with M&M and
TABLE 2.7 Zaheerabad LCV operations becoming part of Automotive Sector. FJ series of
1995 LCVs were shifted from Nasik to Zaheerabad. Igatpuri Engine Plant received
SEGMENT FEB-09
ISO 9002 certificate. FEB-08 YTD FEB-09 YTD-FEB-08

Uvs 14720 12562 133682 133395

3-WHEELERs 3415 2347 40490 30321

1996 The new LCV model Cabking DI 3150 & Mahindra Classic vehicles were
launched. New Commander
UVs + 3 WHEELERs 18135 5 Door Hard Top introduced.174172
14909 163716

LOGAN** 1008 2751 12461 22823

Commercial production of the Ford Escort commenced at Nasik Plant. License
LCVs ** & Technical Assistance
451Agreement signed
719with Mitsubishi Motors Corporation
7834 9310
1997 for Manufacture of SL Body at Zaheerabad (Voyager with XD 3 and BA 10).
EXPORT Kandivli and Nasik plants
300 received ISO1295
9002 certificate from
8039RW-TUV. 10805

TOTAL SALE 19894 19674 202506 206654

1998 Die shop Inauguration at Nasik Plant 2-8/8/97. Voyager was launched by the
Chairman at Zaheerabad Plant on 12/11/97

Mahindra Navistar Automotives Limited Exports Sales is 75 Vehicles

Logan: Mahindra Renault Pvt. Ltd. Exports Sales is 100 Vehicles

49
50
M&M FY 2008-09 Q3 net profit down 99%

Mahindra and Mahindra (M&M) has announced that its stand-alone net profit for the third-
quarter in FY 2008-09 declined by over 99%, to Rs 11.96 million, from Rs 4.05 billion in Q3,
FY 2007-08.M&Ms total income for Q3 decreased to Rs 25.62 billion, from Rs 29.8 billion in
the year-ago period. According to the company, the poor performance is due to exchange losses
to the tune of Rs 1.82 billion, high inflation of earlier months and the ongoing economic
recession.
During the nine-month period ended 31st December 2008, M&M's net profits touched Rs 5.8
billion as against Rs 6.52 billion in the year-ago period.

SPONSERSHIP OF MAHINDRA & MAHINDRA

Mahindra Group sponsors NASCAR Nationwide Series

Monday - Mar 23, 2009 Remember Bollywood actor Saif Ali Khan in Ta Ra Rum Pum? Not
many remember much about the 2007 Bollywood flick, except perhaps the role Saif played of a
NASCAR driver.

Circa 2009. Car number 23, a Chevrolet, finished a distant 29th out of 43 starters at the
NASCAR Nationwide Series race held at the Bristol Motor Speedway in the US on Saturday.
Nothing much to be elated about, right? And what has that got to do with Saif's role, you might
ask? There's a connection.

For, Ta Ra Rum Pum was the first Hindi film to introduce the hugely popular motor sport of
NASCAR to Indian audiences. And the No. 23 Chevrolet at Saturday's race was the only car to
sport an Indian sponsor.

Mahindra Group, through its parent company Mahindra USA, recently signed a 17-race primary

51
and 18-race associate sponsorship of the 2009 Nationwide Series with R3 Motor sports the car,
which sports the Mahindra Tractors brand on its livery, is driven by Robert
RichardsonJr.

"When big sponsors, with multi-million dollar contracts, start pulling out, it creates
opportunities for smaller companies, like Mahindra USA, to get involved in the sport for a
fraction of what it would have cost a couple of years ago. We may never get the opportunity
again to participate in such a visible and popular sport, so we are taking advantage of that.
Anand Mahindra says.

NASCAR is a stock car racing series owned and operated by National Association of Stock Car
Auto Racing (NASCAR). There are about 75 million NASCAR fans in the US, representing
one-third of the adult population.

NASCAR is also a stepping stone to F1, or vice versa. Like 23-year-old Kyle Busch, arguably
the most talented driver in NASCAR, and Danica Patrick, who are tipped to drive for the USF1
team in 2010. Likewise, former F1 champ Jacques Villeneuve chose NASCAR, following in the
footsteps of Juan Pablo Montoya

Mahindra USA Tractors, maker of some of the world's most rugged and reliable compact
tractors, utility tractors and full-size tractors. Since 1963, the company has been building heavy-
duty farm tractors and farm equipment that outperforms the competition, combining a quality-
built tractor with the biggest bang for your buck.

52
 LITERATURE
REVIEW

53
3.1 LITERATURE REVIEW

AN OVERVIEW OF CONSUMER BUYING BEHAVIOUR

Definition:
Consumer behaviour refers to the mental and emotional process and the observable behaviour
of consumers during searching, purchasing and post consumption of a product or service.
Consumer behaviour involves study of how people buy, what they buy, when they buy and why
they buy. It blends the elements from psychology, sociology, socio psychology, anthropology
and economics. It also tries to assess the influence on the consumer from groups such as family,
friends, reference groups and society in general. Buyer behavior has two aspects: the final
purchase activity visible to any observer and the detailed or short decision process that may
involve the interplay of a number of complex variables not visible to anyone.

Consumer buying decision process is the processes undertaken by consumer in regard to a

potential market transaction before, during and after the purchase of a product or service

Consumer decision making process generally involves five stages:

Need Recognition;

Purchase decision making process begins when a buyer becomes aware of an unsatisfied need
or problem. This is the vital stage in buying decision process, because without recognizing the
need or want, an individual would not seek to buy goods or service Factors Affecting Consumer
Buying Behavior:

Consumer buying behavior is influenced by the major three factors:

A. Social Factors

B. Psychological Factors

C. Personal Factors.

(A) Social Factors

54
Social factors refer to forces that other people exert and which affect consumers purchase
behavior. These social factors can include culture and subculture, roles and family, social class
and reference groups.

Example:

By taking into consideration Reference group, these can influence/ affect the consumer buying
behavior. Reference group refers to a group with whom an individual identifies herself/ himself
and the extent to which that person assumes many values, attitudes or behavior of group
members. Reference groups can be family, school or college, work group, club membership,
citizenship etc. Reference groups serve as one of the primary agents of consumer socialization
and learning and can be influential enough to induce not only socially acceptable consumer

behaviour but also socially unacceptable and even personal 6 destructive behaviour.

For example;

if fresher student joins a college / university, he/she will meet different people and form a group,
in that group there can be behaviour patterns of values, for example style of clothing, handsets
which most of group member prefer or even destructive behaviour such as excessive
consumption of alcohol, use of harmful and addictive drugs etc. So, according to how an
individual references him / herself to that particular reference group, this will influence and
change his/her buying behaviour.

A. Psychological Factors

These are internal to an individual and generate forces within that influence her/his purchase
behavior. The major forces include motives, perception, learning, attitude and personality.

Example:

Attitude is an enduring organization of motivational, emotional, perceptual and cognitive

processes with respect to some aspect of our environment. Consumer form attitude towards a
brand on the basis of their beliefs about the brand. For example, consumers of Sony products

55
might have the belief that the products offered by Sony are durable; this will influence those
customers to buy Sony products due to this attitude towards the brand

C. Personal Factors

These include those aspects that are unique to a person and influence purchase behavior. These
factors include demographic factors, lifestyle, and situational factors.

Example:

Lifestyle is an indicator of how people live and express themselves on the basis of their
activities, interests, and opinions. Lifestyle dimension provide a broader view of people about
how they spend their time the importance of things in their surroundings and their beliefs on
broad issues associated with life and living and themselves. This is influenced by demographic
factors and personality.

56
RESEARCH
METHODOLOGY

57
RESEARCH METHODOLOGY

3.2 RESEARCH METHOD:

Two broad research methodologies can be used to answer any research question. They are
Experimental research or Non experimental research. In experimental research, there is control
over the extraneous variable and manipulation of at least one variable investigator. In Non
experimental research, there is no intervention beyond that needed for the purpose of
measurement. The study uses Non experimental research method.

3.2.1 RESEARCH DESIGN:

A research design is a statement or specification of the methods and procedures used for
acquiring the information needed for the solution of some specific problems. It provides a
scientific frame work for conducting a research.

Although research design may be classified by many criteria, the most useful one concerns the
major purpose of the investigation. On the basis, research design can be classified into three
classes Exploratory, Descriptive and Casual. If no formal design or structural questionnaires
are used, exploratory design is used. If a person is conversant with the problem environment, or
is conducting the research for some specific purpose using structural questionnaire to gather
information, the research design is descriptive. Casual research design is used to establish cause
and effect relationship.

58
 For descriptive studies and also casual studies, data analysis and project output are critical
aspects of research planning. This study uses descriptive design.

3.2.2 DATA COLLECTION METHOD

The following steps are involved in the data collection process:

1. Finding out the type of information required in the investigation process.

2. Establishing the facts that are available at present and the additional facts
required.
3. Identification of the source from where they can be available.
4. Selection of appropriate information collection method.

The data required from this study is collected from primary and secondary sources;

The data collected are both Quantitative and Qualitative.

SECONDARY SOURCES:

The secondary sources used for collecting data are:

1. Internal Sources
Companys Reports.
Companys Publications.
Companys Employees.

2. External Sources:-

Information was gathered from Magazines like Auto Expo, Car Bazaar, and Business World &
Business Today.

59
Business dailies like The Economic Times, The Business Line etc.

News Paper like The Hindustan Times, Business Standard & The Corporate Times.

Apart from this some information was also taken from internet.

SAMPLING PROCESS:

Taking into account the practical considerations (such as time limit, cost, etc) the study a
sample survey as the means of gathering primary information. A sample survey allows a reason
to concentrate his attention upon a relatively small number of people and hence, to devote more
time and energy to ensure that the information collected from them is more accurate.

DEFINING THE POPULATION:

The first thing that a sample plan must include is the definition of the population to be
investigated. The population should be defined as clearly as possible. The population chosen for
the study, taking into consideration the objective of the study is defined as, all the customer of
four-wheeler.

SAMPLE DESIGN:

Sample design is the heart of the sample planning process. A sample design involves
specifications of the type of sample used, the appropriate sampling unit, and the sample size.

TYPE OF SAMPLE:

The study use non-probability sampling. Most of the sampling in marketing research is non-
probability in nature. Of the various non probability methods, convenience sampling method is
used in this study rather than using a table of random number as in probability sampling.
Convenience sampling means that the sampling units are accessible, convenient and easy to
measure.

The advantage of choosing a non-probability sampling methods is that the sampling error will
be lesser when compared to probability sampling.

60
 SAMPLING UNIT:

The sampling unit forms the basis of the entire sampling procedure. It is that which is actually
chosen by the sampling process. The sampling unit may contain one or more population
elements. The sampling units in the study consist of the private employees, government
employees, business people and others.

SAMPLE SIZE:

The sample consist of 100 customer selected from the Meerut using convenience sampling
method. Out of the customers selected for the study, some did not own four-wheeler and some
had not responded well. Hence they had to be replaced by other customers.

3.2.3 STATISTICAL TOOLS

Excel package
Data is tabulated than analyzed with the help of percentage method(% method)
Pie diagram is used

61
 DATA ANALYSIS

AND

INTERPRETATION

62
DATA ANALYSIS AND INTERPRETATION

1. CUSTOMERS NEEDS TOWARDS MAHINDRA SCORPIO AND XYLO.

TABLE 4.1

PARTICULAR NO. OF RESPONDENT PERCENTAGE (%)

BIG/FAMILY CAR 40 40%

LOOKS 21 21%

ECONOMICAL 24 24%

LUXARY/ COMFORT 15 15%

TOTAL 100 100%

FROM THE INTERPRETATION IT IS CONCLUDED THAT THE MAJOR NEEDS OF

THE CUSTOMER TOWARDS MAHINDRA XYLO and Scorpio

40% CUSTOMERS HAD TO BUY A BIG OR FAMILY CAR.

21% CUSTOMERS HAD TO BUY A NEW LOOK OR NEW MODEL OF THE CAR.

24% CUSTOMERS HAD TO BUY AN ECONOMICAL/REASONABLE CAR.

15% CUSTOMERS HAD TO BUY LUXARY AND COMFORATBLE CAR.

63
PIE CHART OF INTERPRETATION -GRAPH 4.1

64
2. VALUE PERCEPTION OF THE CUSTOMERS TOWARDS SCORPIO AND XYLO.

TABLE 4.2

PARTICULAR NO. OF RESPONDENT PERCENTAGE

HIGH VALUE 36 36%

TOTAL VALUE 43 43%

SOMEWHAT VALUE 18 18%

NO VALUE 03 3%

TOTAL 100 100%

FROM THE INTERPRETATION 2 IT IS CONCLUDED THAT.....

36% CUSTOMERS ARE GETTING HIGH VALUE FROM THE Scorpio and
XYLO.

43% CUSTOMERS ARE GETTING TOTAL VALUE FROM THE Scorpio and
XYLO.

18% CUSTOMERS ARE GETTING LITTLE VALUE FROM THE Scorpio and
XYLO

ONLY 3% CUSTOMERS ARE NOT GETTING VALUE FROM THE Scorpio

and XYLO

65
PIE CHART OF INTERPRETATION-GRAPH 4.2

66
 3. PRICE OF THE SCORIO and XYLO - TABLE 4.3

PARTICULAR NO. OF RESPONDENT PERCENTAGE

VERY COSTLY 0 0%

COSTLY 25 25%

REASONABLE 75 75%

TOTAL 100 100%

FROM THE INTERPRETATION 3 IT IS CONCLUDED THAT...

0% CUSTOMERS ARE NOT RECOGNIZED Scorpio and XYLO AS A

VERY COSTLY CAR.

25% CUSTOMERS ARE RECOCOGNIZED IT AS A ONLY COSTLY CAR.

75% CUSTOMERS ARE VERY COMFORTABLE WITH THE PRICE OF THE

XYLO, AND RECOGNIZED IT AS A REASONABLE CAR.

67
PIE CHART OF INTERPRETATION 3-GRAPH 4.3

68
4. CUSTOMERS WANTS EXTRA FACILITIES IN XYLO-TABLE 4.4

PARTICULER NO. OF RESPONDENT PERCENTAGE

MUSIC SYSTEM 21 21%

LUGGAGE SPACE 29 29%

SMALL REFRIGRETOR 18 18%

ULTRA POWER 14 14%

STEERING

ABS 18 18%

TOTAL NO. OF 100 100%

RESPONDENT

FROM THE INTERPRETATION 4, IT IS CONCLUDED THAT...

21% CUSTOMERS WANT MUSIC SYSTEM IN MAHINDRA XYLO

29% CUSTOMERS WANT LUGGAGE SPACE IN XYLO

18% CUSTOMERS HAVING A UNIQUE DEMAND. THEY WANT A SMALL FRIZ

IN THE XYLO

14% CUSTOMERS BELIEVE IN COMFORTABLE DRIVING AND THEY WANT

ULTRA POWER STEERING IN XYLO

18% CUSTOMERS REALLY BELIEVE IN TECHNOLOGY. THEY WANT ABS IN

THEIR XYLO

69
 PIE CHART OF INTERPRETATION GRAPH 4.4

5. HOW CUSTOMER GOT TO KNOW ABOUT XYLO-TABLE 4.5

PARTICULAR NO. OF RESPONDENT PERCENTAGE

T.V ADVERTIESMENT 36 36%

FRIENDS 10 10%

NEWS PAPER 16 16%

MAGAZINES 16 16%

OTHERS 22 22%

TOTAL 100 100%

FROM THE INTERPRETATION 5, IT IS CONCLUDED THAT...

70
 36% CUSTOMERS GOT TO KNOW ABOUT XYLO THROUGH
ADVERTIEZMENT.

10% CUSTOMERS BOUGHT THE XYLO THROUGH FRIENDS.

16% CUSTOMERS GOT TO KNOW ABOUT XYLO THROUGH NEWSPAPER.

16% CUSTOMERS GO THROUGH THE MAGAZINES.

22% CUSTOMERS GOT TO KNOW ABOUT THE XYLO THROUGH OTHER

SOURCES.

71
 PIE CHART OF INTERPRETATION GRAPH 4.5

6. MODE OF PURCHASE-TABLE 4.6

PARTICULAR NO. OF RESPONDENT PERCENTAGE

FINANCE 71 71%

CASH 29 29%

TOTAL 100 100%

72
FROM THE INTERPRETATION 6, IT IS CONCLUDED THAT...

71% OF THE XYLO CUSTOMERS HAVE GONE THROUGH THE FINANCE.

21% OF THE XYLO CUSTOMERS HAVE GONE THROUGH THE CASH.

PIE CHART OF INTERPRETATION GRPH 4.6

73
7. CUSTOMER SATISFACTION TOWARDS SCORPIO and XYLO

TABLE 4.7

PARTICULAR NO. OF RESPONDENT PERCENTAGE

HIGHLY SATISFIED 54 54%

SATISFIED 32 32%

DISSATISFIED 07 7%

HIGHLY DISSATISFIED 07 7%

TOTAL 100 100%

FROM THE INTERPRETATION 7, IT IS CONCLUDED THAT...

54% CUSTOMERS ARE HIGHLY SATISFIED WITH THE XYLOS

PERFORMANCE.

32% CUSTOMERS ARE ONLY SATISFIED WITH THE XYLO.

7% CUSTOMERS ARE DISSATISFIED WITH THE XYLO

7% CUSTOMER ARE REALLY NOT HAPPY WITH THE XYLO PRODUCT AND
THEY ARE HIGHLY DISSATISFIED WITH THE XYLO.

74
PIE CHART OF INTERPRETATION GRAPH 4.7

75
8. INFLUENCE TO PURCHASE XYLO - TABLE 4.8
PARTICULAR NO. OF RESPONDENT PERCENTAGE

SELF DECISION 46 46%

KIDS 18 18%

FRIENDS 18 18%

OTHER FAMILY 18 18%

MEMBER

TOTAL 100 100%

FROM THE INTERPRETATION 8, IT IS CONCLUDED THAT...

46% CUSTOMERS HAVE TAKEN SELF DECISION.

18% CUSTOMERS DECISION WAS INFLUENCED BY KIDS

18% CUSTOMERS DECISION WAS INFLUENCED BY FRIENDS

18% CUSTOMERS WERE INFLUENCED BY OTHER FAMILY MEMBERS

INCLUDING KIDS

54% CUSTOMERS ARE INFLUENCED BY THEIR FAMILY.

76
PIE CHART OF INTERPRETATION GRAPH 4.8

77
9. ROLE OF ADVERTIEZMENTS IN DECISION MAKING

TABLE 4.9

PARTICULAR NO. OF RESPONDENT PERCENTAGE

REALLY HELPFULL 54 54%

SOMETIME IT IS 36 36%
HELPFUL

NOT HELPFUL 10 10%

TOTAL 100 100%

FROM THE INTERPRETATION 9, IT IS CONCLUDED THAT...

54% CUSTOMERS BELIEVE THAT T.V ADVERTIEZMENT IS REALLY

HELPFULL IN DECISION MAKING.

36% CUSTOMERS SAID THAT, IT IS SOMETIME HELPFULL IN DECISION

MAKING.

ONLY 10% CUSTOMERS DO NOT BELIEVE THAT, T.V ADVERTIEZMENT IS

NOT HELPFUL IN DECISION MAKING.

78
 PIE CHART OF INTERPRETATION GRAPH 4.9

10. AVAILABILITY OF SPARE PARTS OF XYLO - TABLE 4.10

79
PARTICULAR NO. OF RESPONDENT PERCENTAGE

HARDLY AVAILABLE 32 32%

AVAILABLE 22 22%

EASILY AVALABLE 46 46%

TOTAL 100 100%

FROM THE INTERPRETATION 10, IT IS CONCLUDED THAT...

32% CUSTOMERS ARE NOT HAPPY WITH THE AVAILABILITY OF SPARE

PARTS OF XYLO.

22% CUSTOMERS SAID THAT, SPARE PARTS OF XYLOARE AVAILABLE IN

THE MARKET.

46% CUSTOMERS ARE REALLY HAPPY WITH THE AVAILABILY OF XYLO

SPARE PARTS. THEY ARE EASILY AVAILABLE IN THE MARKET.

80
 PIE CHART OF INTERPRETATION GRAPH 4.10

11. CUSTOMERS RECOMMENDATION TO OTHERS - TABLE 4.11

81
PARTICULAR NO. OF RESPONDENT PERCENTAGE

XYLO 64 64%

SCORPIO 11 11%

SAFARI 14 14%

INNOVA 11 11%

TOTAL 100 100%

FROM THE INTERPRETATION 11, IT IS CONCLUDED THAT...

64% CUSTOMERS WOULD LIKE TO PREFFER XYLO TO THEIR FRIENDS

AND FAMILY MEMBERS.

11% CUSTOMERS WOULD PREFFER SCORPIO TO THEIR FRIENDS AND

FAMILY MEMBERS.

14% CUSTOMER WOULD PREFFER TATA SAFARI

11% CUSTOMERS WOULD LIKE TO PREFFER TOYOTA INNOVA TO THEIR

FRIENDS AND FAMILY MEMBERS.

82
PIE CHART OF INTERPRETATION GRAPH 4.11

83
12. CUSTOMER SATISFACTION WITH AFTER SALE SERVICE - TABLE 4.12

PARTICULER NO. OF RESPODENT PERCENTAGE

HIGHLY SATISFIED 21 21%

SATISFIED 57 57%

DISSATISFIED 11 11%

HIGHLY DISSATISFIED 11 11%

TOTAL 100 100%

FROM THE INTERPRETATION 12, IT IS CONCLUDED THAT...

21% CUSTOMERS ARE HIGHLY SATISFIED WITH THE AFTER SALE SERVICE
OF XYLO.

57% CUSTOMERS ARE ONLY SATISFIED WITH THE AFTER SALE SERVICE OF
XYLO.

11% CUSTOMERS ARE NOT SATISFIED WITH THE AFTER SALE SERVICE OF
XYLO.

11% CUSTOMERS ARE HIGHLY DISSATISFIED WITH THE AFTER SALE

SERVICE OFXYLO.

84
PIE CHART OF INTERPRETATION GRAPH 4.12

85
13. COMPANY CONTACT & COMMUNICATION AFTER SALE - TABLE 4.13

PARTICULAR NO. OF RESPONDENT PERCENTAGE

ONCE IN A MONTH 25 25%

ONCE IN A QUATER 14 14%

ON EVERY OCCASSION 14 14%

NEVER 46 46%

TOTAL 100 100%

FROM THE INTERPRETATION 13, IT IS CONCLUDED THAT...

ACCORDING TO 25% CUSTOMERS, COMPANY CONTACTS THE CUSTOMER

ONCE IN A MONTH.

ACCORDING TO 14% CUSTOMERS, COMPANY CONTACTS THE CUSTOMER

ONLY ONCE IN A QUATER.

ACCORDING TO 14% CUSTOMERS, COMPANY CONTACTED THE CUSTOMER

ON EVERY OCCASSION.

ACCORDING TO 46% CUSROMERS, COMPANY DID NOT CONTACTED THE

CUSTOMER TILL NOW.

86
PIE CHART OF INTERPRETATION GRAPH 4.13

87
 FINDINGS

5.1 FINDINGS

88
Basing on the data gathered from the customers, which was analyzed, the following
observations are made.

M&M is providing quality products to the customers.

By finding Mahindra XYLO as a family car, majority of the customers preferred it.

Mahindra XYLO has an ability to give total value to the customers.

Majority of the customers are really satisfied with the XYLOs price. The XYLOs price
is very reasonable when compared to the TATA SAFARI and TOYOTA INNOVA.

Most of the customers are really satisfied with XYLO

Now a days family members are playing a major role in buying pattern and specially
kids are playing a vital role in deciding the colour of the car. Apart from that, majority of
the customers are taking their own decision in buying XYLO

Most of the customers are attracted to purchase XYLO through the TV advertisements.
Also print media like magazines and newspapers Played a major role in the sale of
XYLO

79% customers have gone through the finance. Now it could be a great opportunity for
those banks, which are providing auto finance to the customers.

Large amount of customers believe that TV advertisements are really helpful in decision
making. But some customers thought that, TV advertisement is not so much helpful in
decision making.

Almost 78% customers are satisfied with the after sale services.

The spare parts of the XYLO are easily available in the market,

Customers are really satisfied with XYLO and the majority of the customers would
suggest to their friends or family members to buy XYLO in future.

46% customers said that, Company did not contact them even a single time after they
bought the XYLO.

Most of the customers wants music system and luggage space in the XYLO

89
5.2 CONCLUSION

Customers are highly dissatisfied with the XYLO E2 model. The customers are not
ready to pay 6, 50,000/- to buy the base model of the XYLO, but they are very much
ready to pay 8,00,000/- to buy top model (E8).

A.C is the major problem, which customers are facing in the E2 model.

TOYOTA INNOVA could be a major threat to Mahindra XYLO.

Customers are also facing problem at the time of servicing.

90
 Some customers are demanding a unique feature in XYLO. They want a small
refrigerator in the XYLO.

25% to 30% customers have changed their decision from INNOVA to XYLO. 25 to 30%
customers wanted to buy TOYOTA INNOVA but after launching the MAHINDRA
XYLO they changed their decision.

I did some extra activity during the survey. I chose 4 main markets of Meerut and
Lucknow city and find out 100 MPVs which were running in the city. This activity took
four day.

After the completion of this activity I found that.

Out of 100 MUVs

TOYOTA INNOVA 25

MAHINDRA SCORPIO 20

TATA SAFARI 18

TOYOTA QUALIS 14

CHEVROLET TAVERA 11

91
MAHINDRA XYLO 07

MISTUBISHI PAJERO 05

TOTAL 100

As we know that, Mahindra XYLO was launched recently in the Indian market. In its
initial stage Mahindra XYLO have got 30,000 bookings within the three months span.

Mahindra XYLO is going to give a tough competition to its competitors.

We are expecting that Mahindra XYLO would be a successful car in the future and also
Mahindra XYLO has an ability to be a market leader.

5.3 LIMITATIONS

Taking the market conditions into consideration the survey, which includes a sample of
100, was a respective one.

Due to the limitation of span of time and limited resources survey was conducted for a
period of 4 weeks.

The geographic region covered for the survey was limited to the boundaries of Meerut
and Lucknow.

Improper response from customers and buyers, but it was minimal.

The survey was conducted at the residential localities and the person who owns the
Mahindra XYLO.

Minimal possible bias in administrating the questions at the survey conducted areas.

The reaction and attitude are subjected to changes according to the needs and time.

92
 Some locations in the Meerut and Lucknow city were very difficult to find out, so to
cover those areas I took telephonic interview.

Especially in telephone, customers were not responding properly. But it was minimal.

5.4 SUGGESTIONS

After analyzing the findings, the following suggestions have been prepared. Great care
has been taken in making these suggestions for improvement of customer satisfaction:

A constant urge to upgrade and keep pace with the changing times gives organization the
competitive advantages or cutting edge over the competition.

The service centre must be ready with all type of spare parts all over the time.

Improve the cooling system in XYLO base model.

The after sale service has to be improved and make availability at service centres even in
rural areas so as to face the competition existing in the MPV segments.

Introduce new multicolor graphics, which would be attracting more people, especially
kids.

There is very less advertising for Mahindra XYLO. The advertising has to be done
repeatedly so that the brand awareness could be maintained and new customers are
attracted, which helps in improving the market share.

Introduce low installments and low down payment schemes to attract more people.

Satisfy existing customers by giving more values and offers.

Company has to contact the customers more and more frequently.

93
 There is a heavy demand for Mahindra XYLO in the market, so the supply has to be
improved to meet the demand of the customers

Inspect the servicing centres continuously so that they try to follow rules and regulations
strictly, and will serve the car on time.

Try to maintain reasonable price of the XYLO, as this is the key factor in customer
buying decision.

All the cars of Mahindra must be available at the each and every showroom.

Company must try to tap the rural areas with the help of print media and hoardings.

94
REFERENCES

BOOKS AUTHOR

MARKETING MANAGEMENT PHILLIP KOTLER, KOSHI & JHA

PRINCIPAL OF MARKETING PHILIP KOTLER & AMSTRONG

RESEARCH METHODOLOGY R.C KOTHARI

CONSUMER BEHAVIOR LOUDON & DELLA BITTA

WEBSITES:

http://www.mahindra.com

http://www.carwale.com

http://www.carkhoj.com

PRINT MEDIA:

THE TIMES OF INDIA

THE HINDU
AUTO EXPO MAGAZINES
AUTO CAR MAGAZINES
BUSINESS WORLD MAGAZINES

APPENDICES

95
QUESTIONNAIRE

Name: ....................................

Date: ..................................

Q1: What is/was your need regarding Scorpio and XYLO?

.................................................................................................................

Q2: Are you getting total value of the money?

High Value Total value Somewhat Value Nothing

Q3: How is price of the Scorpio and XYLO?

Very costly Costly Reasonable

Q4: What do you want extra in Scorpio and XYLO?

1......................................... 2 .......................................... 3..........................................

Q5: Top of Mind (TOM)

96
 a) How do you got to know about Scorpio and XYLO

Advertisement Friends Newspaper Magazines Others

Q6: Mode of purchase?

Finance Cash

Q7: Who influence to purchase Scorpio and XYLO?

Self Decision Kids Friends Other Family

Member

Q8: How much you are satisfied with Scorpio and XYLO?

Highly satisfied Satisfied Highly Dissatisfied Dissatisfied

Q9: Is advertisement is helpful for decision making ?

97
 Really helpful Sometime helpful It is not helpful

Q10: Availability Of Scorpio and XYLO Spare parts.

Hardly Available Available Easily Available

Q11: Brand Preference?

Scorpio and XYLO Scorpio Safari Innova

Q12: Are you satisfied with the after sale service of Scorpio and XYLO ?

Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied

Q13: How is your Company contact?

Once in a month Once in quarter on every Occasion Never

98