A

Project report on

BRANDAWARENESS OF MRF TYRES REFERENCE SRI LAKSHMI

VENKATESHWARA TYRES, YEMMIGANUR

Dissertation submitted in
Partial fulfillment of the requirements for the
Award of the degree in
Master of Business Administration
By
TALARI JHANSI
Regd. No. 19G31E00A3

Under the guidance of

Mr. E. VISHNU
MBA
ASSISTANT PROFESSIOR, MBA Dept.

Master of Business Administration

St. Johns College of Engineering &Technology
Yemmiganur, Kurnool(Dist).
2019-2021

1
 DECLARATION

I hereby declare that this project report entitled “BRANDAWARENESS OF

MRF TYRES REFERENCE WITH SRI LAKSHMI VENKATESHWARA
TYRES, YEMMIGANUR” has been prepared by me during the year 2020 -
2021in partial fulfillment of the requirements for the award of the degree of
Master of Business Administration, JNTU Anantapur.

I also declare that this project work is the result of my own efforts
and this has not been submitted to any other university for the award of any
degree or diploma.

(TALARI JHANSI)

2
 CERTIFICATE FROM THE GUIDE

This is to certify that Ms. TALRI JHANSI submits the project report entitled
“BRANDAWARENESS OF MRF TYRES REFERENCE WITH SRI
LAKSHMI VENKATESHWARA TYRES,YEMMIGANUR” in fulfillment for
the award of Master of Business Administration, JNTU Anantapur, is a record of
bonafied work carried out by him under my guidance and supervision.

The results embodied in this project have not been submitted to any other

university or institute for the award of any degree or diploma.

E.VISHNU
Assistant Professor
MBA Department
St.Johns College of Engineering & Technology
Yemmiganur,
Kurnool(Dist)

3
 Master of Business Administration
St. Johns College of Engineering &Technology
Yemmiganur.

This is to certify that the project report entitled

“BRANDAWARENESS OF MRF TYRES REFERENCE WITH SRI
LAKSHMI VENKATESHWARA TYRES, YEMMIGANUR” has been
submitted by Ms. TALARI JHANSI in partial fulfillment of the requirements
for the award of degree of Master of Business Administration of JNTU,
Anantapur for the academic year 2020-2021.

Dr. S. ANEEL AMRUTHA RAJU

HOD of MBA Department
St. Johns College of Engineering &Technology
Yemmiganur, Kurnool (Dist).

4
 PROJECT VIVA VOCE CERTIFICATE

This is to certify that Ms. TALRI JHANSI has attended for the

External project viva voce examination and completed successfully on

for the award of degree of Master of Business Administration of

JNTUA, Anantapur for the academic year 2020-2021.

External examiner Internal examiner

HOD
MBA Dept

5
 ACKNOWLEDGEMENTS

I would like to acknowledge all the people who helped me to complete my

project successfully.

I wish to express my sincere gratitude to Dr. V. VEERANNA garu, Principal

of St.Johns College Of Engineering &Technology , Yemmiganur , Kurnool (dist)
for consistent help and providing good facilities to complete my project work.

I wish to thank Dr. S. ANEEL AMRUTH RAJ garu, Head of the

department of MBA, of St .Johns College of Engineering & Technology, for his
continuous support and timely suggestions.

Myspecial thanks to Dr. S. ANEEL AMRUTH RAJ garu, Head of the

department of MBA, of St .Johns College of Engineering & Technology,who
acted as my project guide and enabled me in completing this work successfully.

I am extremely thankful to all my faculty members of department of MBA,St

.Johns College of engineering and technology, Yemmiganur.

Finally, I express my heartfull thanks to those who are helped me directly or

indirectly in successful completion of project.

6
 INDEX
Chapter I : Introduction
Objectives of the study
Scope of the study
Need for the study
Research Methodology
 Data Collection
 Sample size
 Sample Method
 Questionnaire
Limitations
Chapter II : Industry profile
Chapter III : Company profile
Chapter IV : Theoretical framework
Chapter V : Data analysis and Interpretation
Chapter VI : Findings, Suggestions and
Conclusion Appendix : Questionnaire,
Bibliography

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 CHAPTER -I
INTRODUCTION

8
 INTRODUCTION

AWARENESS

Awareness in basic terms- what number of individuals know the brand? Usually, awareness is
estimated through overview that solicits members an agreement from questions like which brand
comes to your mind if want to purchase insurance? All in all, organisations measure unaided
awareness – what perecent of survey members referenced the brand with no sort of indication

BRAND
A brand is an thing, idea or service that is openly recognised from various product, service or
idea with the goal that is very well may be effectively imparted and generally show cased. A
brand name is a name of the indisputable products, idea or service. Branding is the route towards
making and scattering the brand name. Branding can applied to the whole corporate identity just
as to singular service and product names.

BRAND AWARENESS

Brand awareness is likelihood that consumers are familiar about the life and accessibility of the
product. It is how much consumers absolutely associate the brand with the particular product. It
is estimated as ratio of speciality show case that as previous information of brand. Brand
awareness incorporates both the brand recognition just brand recall.

TYPES OF BRAND AWARENESS

Advertisers distinguish two particular kinds of brand awareness namely Brand recognition and
Brand recall. These sorts of awareness work in completely extraordinary ways with imperative
implication for marketing strategy and advertising.

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BRAND RECALL

Brand recall is also called as unaided recall or spontaneous recall and refers to the capacity of
buyers to accurately evoke a brand name from memory when incited by an product
classification. Brand recall demonstrates a relatively good connection between a classificationa
and brand while brand recognition shows a weaker connection. At the point when incited by an
product classification most buyers can just recall a moderately little set of brands, ordinarily
around 3-5 brands. In consumer test, couple of customers can recall in excess of 7 brand names
inside a given classification and for low interest product classes, most buyers can just recall a
couple of brand names.

BRAND RECOGNISATION

Brand recognition is also called as aided recall and refers to the capacity of the customers to
effectively separate the brand when they come into contact with it. This does not required that
the consumer recognize the brand name. Or maybe, it suggest that buyers can see the brand when
given it at the purpose of sale or in the wake of recall its visual bundling. As opposed to mark
review, where couple of purchases can recall brand names spontaneously in a given of category,
when provoked with a brand name, a bigger number of buyers are commonly ready to recognise
it.

PERCEPTION
Perception is the qualities purchases joined to a brand. For instance, perception for Bajaj Allianz
will be security. To quantify perspective on an insurance organisation, survey will have “How
might you ranks insurance brand as far as security? And different question will be asked on
quality and performance”. Result of the survey un cover the brand perception. List of questions
relies upon the what the objective for the brand and how you need clients to think about your
image.

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BRAND AWARENESS AND HIERARCHY OF EFFECTS
HIERARCHY OF EFFECTS

Awareness
Cognitive

Knowledge

Liking

affective

Preference

Conviction

product

purchase

Stage 1: Awareness - The consumer winds up aware of classification, product or brand

(normally through promoting)

Stage 2: Knowledge – The consumers finds out about the brand (for e.g. sizes, price,
availability, colours etc,)

Stage 3: Liking – The consumers builds up a positive or favourable attitude towards the
brand.

Stage 4: Preference – The customers starts to rate one brand above other practically
identified brands.

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 Stage 5: Conviction – The consumers shows a longing to buy (by means of assessment,
examining, trail)

Stage 6: Purchase – The consumers gains the products.

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 OBJECTIVES OF THE STUDY

1. To find out the factors that influence customer satisfaction of MRF Tyres
2. To find out the major factors that influence customer satisfaction of MRF Tyres
3. To investigate the level of satisfaction with the service rendered by the dealer
4. To know the level of satisfaction by the performance of MRF Tyres
5. To know overall satisfaction of customers towards MRF Tyres

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 SCOPE OF THE STUDY

Goods are produced to satisfy consumer wants. Therefore study is done to identify consumer
needs and wants. These needs and wants motivates consumer to purchase. Marketers perform
study of consumer behavior. Analysis of buyer behavior helps marketer in market
segmentation and targeting. Product planning and development starts with the generation of
product idea and ends with the product development and commercialization. Product
planning includes everything from branding and packaging to product line expansion and
contraction

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 NEED FOR THE STUDY

Customer satisfaction plays a key role in business. Achieving customer satisfaction

influences the sales, revenue and competitive position of the company. In order to be in the
market, every company has to identify the customers’ needs, tastes and preferences and
satisfy them effectively than the competitors. Customer satisfaction helps us to survive in the
market, to expand the business and to increase the market share. Due to these reasons, this
study is conducted.

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 RESEARCH METHODOLOGY
RESEARCH METHODLOGY:

Research methodology is the systematic approach to the given problem. In other words, it is the
way in which we go for collection of data. Therefore, the better way of collecting data is very
important than the data collected because ultimately the data collected is depended upon how we
approach towards the data. The data has been collected by using the following tools.

TOOLS OF DATA COLLECTION:

The information relevant for study was drawn from primary data collected through survey
method, which alone was not sufficient. Hence secondary data was collected successfully.

1) PRIMARY DATA- Primary data was collected through Questionnaire by

distributing questionnaires to the respondents. Questionnaire consist of personal details
and core details. Seven personal details were included in the question which consisted of
name, age, income, sex, occupation, etc. Core details include questions relating to Bajaj
vehicles and the responses given by the respondents, which has formed a basis for giving
suggestions.

2) SECONDARY DATA– The secondary data collection involved internet search,

browsing magazines, newspapers and articles and papers related to the two-wheeler
industry in India. Numerous journals and books related to the topic were also browsed to
understand the dynamics of the industry.

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SAMPLE DESIGN
:: Primary Data - From questionnaire and personal
Data Source interaction

Secondary data - Website, Magazine, Newspapers

and articles

:: Survey method
Research approach

Research Instrument :: Questionnaire

Sample plan : Personal Interview

Sample unit : Users of MRF tyres

Sampling method : Convenient random sampling method

Sample Size : 100

Area of survey : The area selected for survey , adoni, yemmiganur

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 LIMITATIONS OF THE STUDY

 The survey was restricted to YEMMIGANNUR only.

 The primary data so collected is restricted to questionnaire.
 The survey is conducted in a limited time span of 45 days.
 Findings are applicable to YEMMIGANNUR only.
 Sample size is only 100 members selected at random.
 The sampling method used includes mostly those customers who own are aware of MRF
Tyres.
 It is difficult to know that willing respondents are truly representative

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 CHAPTER -II
INDURSTRY PROFILE

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 INDUSTRY PROFILE
Introduction to Rubber & Tyre Industry in India

Rubber Industry Overview

 The rubber industry in India dates back to 1921 when the first rubber goods manufacturing
plant was established in Kolkata and since then the rubber industry has been growing and
expanding. After 1947, that is, the year of India’s independence, the quantity and range of rubber
products increased and slowly the industry saw technological evolution as well. Export front of
the industry has seen tremendous growth in the last few years along with covering all kinds of
domestic demands. The factors responsible for the exponential growth in 21st century are vast
internal market, rapid industrialisation, on-going economic reforms, and improved living
standards of the masses.

India is the
4th largest producer of natural rubber
 2nd largest consumer of natural rubber;
 5th largest consumer of natural rubber and synthetic rubber together in the
 world. India is also the world’s largest manufacturer of reclaim rubber
. Kerala, Punjab and Maharashtra have highest production of rubber making India 1st in
productivity all over the world. The per capita consumption of rubber in India is only 990 gms
against 9 to 16 kilos in Japan, USA and Europe. Therefore there are enormous development
prospects of the business in the future.

A wide range of rubber products are manufactured by the Indian rubber industry that serve
industries like the three wings of defence, civil, aviation, aeronautics, railways, agriculture,
transport as also textiles, engineering industries, pharmaceuticals, mines, steel plants, ports,
family planning programmes, hospitals, sports, i.e. practically to every field under the sun

Rubber Industry Performance:

The industry saw a price crash in 2014-15 but the performance in 2015-16 has been better. ICRA
predicted 9-10% growth in domestic tyre volumes during 2015-16. In 2014-15, production of
natural rubber dropped to 17.33% while its imports saw an increase upto 24.89%. The quantity
of rubber consumed during the first nine months of the current fiscal was up 4.32%. According
to Rubber Board estimate, the production of natural rubber for 2015-16 is projected at 7.50 lakh
tonnes with a growth rate of 16.28% and the consumption is projected at 10.56 lakh tonnes with
a growth of 3.44%.

Rubber Industry Classification:

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The industry can be classified as:

Tyre Non-tyre

The tyre sector produces all types of auto tyres, conventional & radial tyres and exports to
foreign nations. The non-tyre sector comprises of different sized units that produce hi-tech
industrial items.
The yardstick to measure the growth rate of the industry is rubber consumption – natural,
synthetic and reclaims rubber.

Rubber Manufacturing Process:

Manufacturing of rubber is divided into two steps:

Production of rubber
Making of different rubber products

Tyre Industry Overview:

The Indian Tyre Industry originated in 1926 when Dunlop Rubber Limited set up the first tyre
company in West Bengal followed by MRF in 1946. Tyre Industry is predominantly ruled by
organized sector while the unorganized sector consists of bicycle tyres. Indian tyres are made
such that they are compatible for kutcha village roads as well as new pakka roads. Also they are
meant and expected to perform in hot, cold as well as wet climatic conditions Tyre Industry is
raw-material intensive. Raw materials cost is 63% of industry turnover and 72% of production
cost. Obviously, the foremost among the raw materials is rubber of which 80% is natural rubber
and 20% is synthetic rubber. Thus, tyre and rubber market are totally inseparable. Tyre Industry
is not very price sensitive. The tyres produced are almost homogeneous in functionality, quality
and price excepting a few foreign players, like Bridgestone. Tyres are produced for –

passenger cars
buses and light, medium, and heavy duty
trucks cycles/motorcycles and other two-
wheelers
go-karts
racing cars
industrial rolling stock
off-the-road and all-terrain vehicles
aircrafts
graders/earthmovers/loaders
mining/logging equipment
high performance or speed-rated tyres for passenger cars, and
Agricultural and forestry equipment.
Tyre Industry Performance:
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Indian tyre industry is an essential part of the auto segment and its fortunes are reliant on those of
the auto segment. With the progressing lull of the auto segment, the tyre industry saw only
moderate development in the current financial year.

Tyre Industry Classification:

Tyre Industry is classified as:

Unorganized Sector
Organized Sector

Unorganized Sector is small and consists mainly of bicycle tyres while organized sector covers
all other major tyre types. The organized sector players supply the tread material to the
unorganized sector players, who in turn re-tread the tyres.

On a volume basis, there are 3 major classifications of the tyre

industry:

Two-wheeler tyres
Passenger Car tyres
Truck and Bus (T&B) tyres

Tyre Manufacturing Process:

Tyre manufacturing process consists of several steps/processes that are explained below:

Mixing, Milling, Extruding, Calendaring, Bead Making, Cementing and Marking, Cooling and
Culture, Tyre Building, Lubricating, Curing, Tyre Finishing

Companies in Rubber & Tyre Industry

Some of the major companies in tyre & Rubber industry

Tyre plants in India

On the map below the production plants of major companies of Tyre are marked. This is the
representation of all the 11 major companies which are member of Automotive Tyre
Manufacturers’ Association (ATMA)

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Tyre & Rubber Industry and its impact on GDP

There’s a direct correlation between the size of a country’s gross domestic product, or GDP, and
its automotive industry and automotive industry directly impacts the tyre and rubber industry.
GDP accounts for the consumption, investments, net exports, and government spending during a
given time period.
The Indian auto industry is one of the largest in the world with an annual production of 23.37
million vehicles in FY 2014-15, following a growth of 8.68 per cent over the last year
The automobile industry accounts for 7.1 per cent of the country’s gross domestic product (GDP)
The Two Wheelers segment with 81 per cent market share is the leader of the Indian Automobile
market owing to a growing middle class and a young population. Moreover, the growing interest
of the companies in exploring the rural markets further aided the growth of the sector. The
overall Passenger Vehicle (PV) segment has 13 per cent market share.
India is also a prominent auto exporter and has strong export growth expectations for the near
future. In FY 2014-15, automobile exports grew by 15 per cent over the last year. In addition,
several initiatives by the Government of India and the major automobile players in the Indian
market are expected to make India a leader in the Two Wheeler (2W) and Four Wheeler (4W)
market in the world by 2020.

Present Status

The Indian auto-components industry has experienced healthy growth over the last few years.
The auto-component industry of India has expanded by 10.6 per cent to reach at a level of US$
56.2 billion in FY19. The auto-components industry accounts for 2.3 per cent of India’s Gross
Domestic Product (GDP) and employs as many as 1.5 million people directly and indirectly
each. A stable government framework, increased purchasing power, large domestic market, and
an ever-increasing development in infrastructure have made India a favourable destination for
investment.

Market Size
The Indian auto-components industry can be broadly classified into the organised and
unorganised sectors. The organised sector caters to the Original Equipment Manufacturers
(OEMs) and consists of high-value precision instruments while the unorganised sector comprises
low-valued products and caters mostly to the aftermarket category
India’s exports of auto components increased at a CAGR of 8.34 per cent, during FY14-FY19,
with the value of auto component exports increasing from US$ 10.16 billion in FY14 to US$
15.17 billion in FY19. This has been driven by strong growth in the domestic market and
increasing globalisation (including exports) of several Indian suppliers. Growth is further
expected to accelerate to 8-10 per cent in FY19 due to pick up in global scenario. ** Turnover of
the aftermarket has increased at a CAGR of 11.35 per cent from US$ 5.90 billion in FY14 to
US$ 10.10 billion in FY19 and expected to reach US$ 32 billion by 2026. The industry produced
a total 14,427,724 vehicles including Passenger Vehicles, Commercial Vehicles, Three
Wheelers, Two Wheelers and Quadricycle in April-September 2019.

23
According to the Automotive Component Manufacturers Association of India (ACMA), the
Indian auto-components industry is expected to register a turnover of US$ 100 billion by 2020
backed by strong exports ranging between US$ 80- US$ 100 billion by 2026.

Investments

The Foreign Direct Investment (FDI) inflows into the Indian automotive* industry during the
period April 2000–June 2019 were recorded at US$ 22.35 billion, as per data by the Department
for Promotion of Industry and Internal Trade (DPIIT). Some of the recent investments
made/planned in the Indian auto components sector are as follows

In August 2019, Eaton has partnered with Pune-headquartered technology firm KPIT.

In April 2019, Durr, a German automotive painting and sealing company, entered into a
partnership with Patvin to provide automated painting solutions for two or three-wheelers and
agricultural machinery for the Indian markets.

As of January 2019, Lite Auto Components Pvt Ltd, a part of Hindustan Magnesium Products
Pvt Ltd plans to invest Rs 500 crore (US$ 69.30 million) to set up Magnesium-based
manufacturing plant in Andhra Pradesh.

Schaeffler India, the Indian arm of Germany’s automotive and industrial parts maker, is planning
to invest Rs 300 crore (US$ 46.66 million) per annum over FY18-19.

As of December 2018, German automotive major Continental has planned investments of Rs 180
crore (US$ 25.65 million) for setting up a premium surface materials facility in Pune. The
facility will have an initial capacity of five million square metres and is expected to start
production in 2020.

In October 2018, IMI Precision Engineering inaugurated its second largest manufacturing facility
in the Asia Pacific region. The company is planning to expand its product and technical offerings
over the course of the next few years

As of September 2018, air-compressor manufacturer Elgi Equipments is going to invest Rs 18

crore (US$ 2.56 million) for setting up of a motor production facility in India. The facility is
expected to be commissioned in Q1 FY20.

Achievements
Following are the achievements of the government in the past four years:

In April-September 2019, 365,282 units of passenger vehicles were exported from India.

The FAME – India Scheme formulated by Department of Heavy Industry led to a continuous
increase in registered OEMs and vehicle models. Also, the scheme enhanced the sales of electric
vehicles and about 261,507 electric/hybrid vehicles were supported under the scheme up to

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December 6, 2018. In February 2019, the Government of India approved the FAME-II scheme
with a fund requirement of Rs 10,000 crore (US$ 1.39 billion) for FY20-22.

Under National Automotive Testing and R&D Infrastructure Project (NATRiP) various facilities
including passive safety labs comprising of crash core facility and crash instrumentations
including dummies were established at ICAT-Manesar & ARAI-Pune

To give a fresh thrust to e-mobility in public transport, Department of Heavy Industry announced
the launch of public & shared mobility based on electric powertrain.

Government Initiatives

The Government of India’s Automotive Mission Plan (AMP) 2006–2016 has come a long way in
ensuring growth for the sector. Indian Automobile industry is expected to achieve a turnover of
$300 billion by the year 2026 and will grow at a rate of CAGR 15 per cent from its current
revenue of $74 billion.
As per the Union Budget 2019-20, government moved GST council to lower the GST rate on
electric vehicles from 12 per cent to 5 per cent. Also, to make electric vehicle affordable to
consumers, our government will provide additional income tax deduction of Rs 1.5 lakh (US$
2,115) on the interest paid on loans taken to purchase electric vehicles
Government has come out with Automotive Mission Plan (AMP) 2016-26 which will help the
automotive industry to grow and will benefit Indian economy in the following ways:
-
Contribution of auto industry in the country’s GDP will rise to over 12 per cent

Around 65 million incremental number of direct and indirect jobs will be created

End of life Policy will be implemented for old vehicles

Road Ahead

The rapidly globalising world is opening up newer avenues for the transportation industry,
especially while it makes a shift towards electric, electronic and hybrid cars, which are deemed
more efficient, safe and reliable modes of transportation. Over the next decade, this will lead to
newer verticals and opportunities for auto-component manufacturers, who would need to adapt
to the change via systematic research and development.

National Electric Mobility Mission Plan aims at achieving sales of 6-7 million units of hybrid
and electric vehicles by 2020. As per Automobile Component Manufacturers Association
(ACMA) forecasts, automobile component exports from India are expected to reach US$ 80
billion by 2026

The Indian auto-components industry is set to become the third largest in the world by 2025.
Indian auto-component makers are well positioned to benefit from the globalisation of the sector
as exports potential could be increased by up to US$ 30 billion by 2021E.

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SIMPLE THINGS THAT AFFECT TYRE LIFE

For any vehicle to run excellently on roads, it is not only the engine but also the tyres that
require special care and attention. Most of the car or commercial vehicle owners are least
aware with a fact that their simple awareness about tyre maintenance can avail them not
only hassle-free driving but can also result in a treat with extended tyre life. Here are 5
simple things that you must always consider to avoid tyre malfunctions:

ALIGNMENT

improper wheel alignment is also directly related to your vehicle's tyre life. If you are
driving in a straight line and your car feels as if it is pulling towards the left or right then
certainly the problem is with your car's wheel alignment. Inaccurate wheel alignment may
result in fast and irregular tyre wear therefore this problem should be fixed as soon as

26
 possible. Generally, wheel alignment is hampered due to reasons like driving against a
pavement, hitting a pothole or excessive steering or suspension wear. Wheel alignment
issue can be fixed by adjusting the vehicle's suspension and steering components. This
would also ensure least tyre wear.

ADVANTAGES OF CORRECT WHEEL ALIGNMENT:

 It results in 30% increase in tyre mileage

 2% rise in vehicle fuel economy
 It also ensures vehicle stability at high speeds
 Handling is at its best when wheel alignment is faultless

.TREADWEAR

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Your vehicle manufacturer mentions the tread wear indicator on your vehicle tyres which is the
last wear limit the tyres can ideally be run. Generally for cars, it is around 1.6 mm. When a car
tyre is new, the tread pattern is of around 8 mm and has a great ability to disperse water. Along
with the decrease in tread pattern, the water dispersing capability of a tyre reduces. It is always
advisable to replace the vehicle tyres before the tread wears level down close to the tread wear
indicators. Tread depth can be checked at either a service station or a tyre retailer otherwise,
you can use a tread depth gauge at the nearest service station. Tread Wear Indicators are
present into the grooves of tyres and are at least four in count all around the tyre.

OVERLOADING AND HIGH-SPEEDING

Overloading and high-speeding are always dangerous not only for your life but also for your
vehicle tyres. These two can cause uneven wear and may also result in tyre bursts. It is always
advisable to go through the vehicle manual to know your vehicle's maximum load capacity.

28
 CHAPTER -III
COMPANY PROFILE

29
 COMPANY PROFILE

INTRODUCTION

Madras Rubber Factory Ltd. Is very well known as MRF Tyres is an Indian company. It
has its headquarters at Chennai, India. MRF tyres was found by K. M. Mammen Mappillai
seventy-one year ago. The tyres industry is expected to grow at 7% and couple with the
growth in demand for two wheelers and four wheelers it can be expected the market has a
lot of growth opportunities in the future. The MRF story is a truly remarkable one. What
started as a rubber balloon factory with a funding of Rs.14, 000 way back in the 40’s is now
a multibillion legacy that produces quality tyres used all around India & internationally
along with a presence in paints & coats, toys, motorsports and cricket training MRF’s
origin traces back to the humble shack in Madras that housed its first makeshift toy balloon
manufacturing unit set up by KM Mammen Mappillai in 1946. It was not until 1952 when
it changed course and turned to tread rubber manufacturing. Thus began its glorious reign
as the undisputed leader in the tyre making industry. By the early 60’s, MRF was exporting
its quality tyres to offices overseas in multiple countries and soon its presence was known
globally in 65 different countries - with tyres rolling out of 8 facilities built across 450
acres, 4000 plus strong dealer networks and 180 different offices. MRF is recognized for its
drive towards continuous quality improvement and customer satisfaction. It has won the JD
Power award not once but 12 times till date. It has also won the TNS and CAPEXIL awards
for being voted as the most trusted tyre company in India.

BACKGROUND AND INCEPTION OF THE COMPANY

MRF Limited (MRF) is an Indian multinational and the largest manufacturer of tyres in
India and the fourteenth largest manufacturer in the world. It is headquartered in Chennai,
India. The company manufactures rubber products including tyres, treads, tubes and
conveyor belts, paints and toys. MRF also runs the MRF Pace Foundation, Chennai and

30
MRF Challenge in motorsport. Madras Rubber Factory was started by K. M. Mammen
Mappillai as a toy balloon manufacturing unit in 1946 at Tiruvottiyur, Madras (now
Chennai). In 1952, the company ventured into the manufacture of tread rubber.[3] Madras
Rubber Factory limited was incorporated as a private company in November 1960 and
ventured into manufacture of tyres in partnership with Mansfield Tire & Rubber company
based in Ohio, United States. The company went public on 1 April 1961 and an office was
established in Beirut, Lebanon to develop the export market in 1964 and its current logo of
the muscleman was born. In 1967, it became the first Indian company to export tyres to
USA. In 1973, MRF started manufacturing Nylon tyres for the first time. The Company
entered into with a technical know-how collaboration with B.FGoodrich in 1978. The
Mansfield Tire & Rubber Co sold out its share in 1979 and the name of the company was
changed to MRF Ltd in the year. The company finalized a technical collaboration
agreement with Marangoni TRS SPA, Italy for the manufacture of pre-cured tread rubber
for retreading industry. MRF tyres supplied tyres to Maruti 800, India's first modern small
car In 1989, the company collaborated with Hasbro International United States, the world's
largest toy maker and launched Funskool India. Also, they entered into a pact with
Vapocure of Australia to manufacture polyurethane paint formulations and with Italian tyre
manufacturer Pirelli for conveyor and elevator belt manufacture. During the year 2004-05,
the product range of the company expanded with Go-kart & rally tyres and tyres for
two/three wheelers.

PRODUCTS ARE SERVICE PROFILE

Tyres manufactures various tyres for passenger cars, two–wheelers, trucks, buses, tractors,
light commercial vehicles, off–the–road tyres and aero plane tyres,MRF ZVTS and MRF
Wanderers for cars and SUVs, MRF Meteor all terrain tyres, MRF Steel Muscle for trucks
and buses. MRF ZLX is the latest one which is well known for its comfort in passenger
segment Conveyor Belting – manufactures its in-house brand of Muscleflex conveyor
belts. Pretreads – MRF has the most advanced pre-cured retreading system in India.
MRF forayed into retreading in 1970 and manufactures pretreads for tyres. Paints -
manufactures polyurethane paint formulations and coats used in automotive, decorative and

31
industrial applications. Cricket - MRF manufactures cricket bats, gloves, pads and other
accessories.

MANUFACTURING FACILITIES IN INDIA

1. Kottayam Plant in Kerala

2. Puducherry Plant.
3. Goa Plant .
4. Trichi Radial Plant in Tiruchirappalli, Tamil Nadu .
5. Trichi Bias Plant in Tiruchirappalli, Tamil Nadu.
6. Arakonam Plant in Tamil Nadu.
7. Tiruvottiyur Plant in Chennai, Tamil Nadu.
8. Medak Plant in Telangana .
9. Ankenpally Plant in Telangana.
10. Dahej Plant (Under Construction) in Gujarat The company also manufactures toys
at its facility in Goa. The paints and coats are manufactured at two facilities in Chennai,
Tamil Nadu

MRF MARKETING MIX (4PS) STRAGGY

Marketing Mix of MRF analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the MRF marketing strategy. The article elaborates the
pricing, advertising & distribution strategies used by the company. Let us start the MRF
Marketing Mix: Product

The product strategy and mix in MRF marketing strategy can be explained as follows:
MRF is one of the leading tyre manufacturers in India. Following is the product strategy in
the marketing mix offered by MRF:

32
• MRF Tyres – for two wheelers, 3 wheelers, four wheelers (passenger vehicles and
transport as well)
• Sports equipment – MRF produces cricket bats, pads, gloves, etc. MRF also has racing
sports gear
• Conveyer belt – the conveyer belt it produced itself called Muscleflex
• Paints and coats – MRF produces industrial, automotive and decorative paints as well

MRF was the first company to ever export tyres to USA. It also made the tyres for Maruti
800 the iconic family car in India. MRF also ventured into three wheeler tyres and Go-kart

and rally tyres in the year 2004 .

PRICE:
Below is the pricing strategy in MRF marketing strategy:
MRF faces heavy competition in the tyres segment from Bridgestone, JK Tyres, Apollo
Tyres, CEAT, etc. MRF therefore follows a competitive pricing strategy in its marketing
mix. It sells on the promise of quality and its expertise in the field of tyres. Still the margins
are high as the entire industry follows mark-up pricing. Funskool toys are also middle range
priced. MRF sports gear has a premium appeal and thus has higher prices to its sports gear
as the sportsmen endorsing it are top notch.

PLACE:
Following is the distribution strategy of MRF:

MRF has seven plants located in mostly south India. Around 2500 stores and exports to
sixty-five countries. MRF distributes to factories, agents, regional centres, dealers, etc.
Tyres are mostly sold to dealers and agents. Direct sales to customers is less relevant as
tyres are a part of an automobile so mostly the automobile company/ store/ service centre
deals in procuring these tyres. MRF sports gear is available in many sports store. MRF does
not have any MRF specific stores, given the brand equity and heavy advertisements it is
easy to sell through dealership.
33
PROMOTION :
The promotional and advertising strategy in the MRF marketing strategy is as follows:

MRF has always focused on an aggressive promotional strategy in its marketing mix. MRF
tyres has sponsored cricket bats for many legendary players like Sachin Tendulkar, Steve
Waugh and Brian Lara. MRF is endorsed by more leading cricketers like Virat Kohli, AB
de Villers and Shikar Dhawan. Other than celebrity endorsements, MRF also sponsored the
anchored balloons in IPL 2010 and also in World Cup. MRF has a Pace Foundation which
a training centre for pacers. Many bowlers that were trained in MRF Pace Foundation went
on to reprent the country in the national team, some of them are Irfan Pathan, Zaheer Khan,
Munaf Patel, etc. MRF Motor Challenge is a racing competition. MRF uses media like TV,
print, online, billboards etc for its advertising and marketing. Hence, this completes the
MRF marketing mix.

BOARD OF DIRECTORS

Name Designation

K M Mammen Chairman & Managing Director

Rahul Mammen Mappillai Managing Director
Varun Mammen Whole Time Director
Ambika Mammen Director
V Sridhar Director
Ranjit I Jesudasen Director
Jacob Kurian Director

34
Name Designation

Arun Mammen Vice Chairman & Mng.Director

Samir Thariyan Mappillai Whole Time Director
Cibi Mammen Director Ashok Jacob Director
Vijay R Kirloskar Director
Salim Joseph Thomas Director
Vimla Abraham Director

SWOT ANALYSIS OF MRF

MRF or the Madras Rubber Factory is a well-known tyre producing company in India. It
has soon made itself a multinational company and produces the largest number of tyres in
India. It is headquartered Chennai, India and the company was founded in 1946. Along
with tyres they also manufacture things like treads, tubes, conveyor belts, toys, and paints.
The company has also successfully established motorsport in India in the form of MRF
challenge. Most of the factories of the company are in South India like Puducherry, Kerala,
Trichy and many other places.

Strengths in The SWOT analysis of MRF

The strengths of any brand account for the positive aspects that make the brand what it is
today. MRF being a strong company has utilized their strength to achieve the position that
they are in today. So, let us see the strengths which are carried by MRF:

Reaching milestone of Rs 5,000 crores: MRF was the first company in India,
who managed to reach a level, where the turnover of the company reached an amount of
Rs. 5,000 crores, thus being named as the number one company when it comes to the
industry of tyres

35
Building a strong network: MRF possess a network of distribution which is very
strong and developed, for example, the number of dealers in eastern, western, southern and
northern zones is 14, 23, 33 and 27 respectively.

A large number of manufacturing units: MRF has a total number of 6 units of

manufacturing, which is distributed in southern India.

Possessing a powerful exporting market:

MRF holds a powerful and a very good market when it comes to exporting products, which
is done across 65 countries approximately.

Having a strong portfolio: There is a complete portfolio which is available with

MRF when it comes to the manufacturing of different tyres made for different vehicles and
their use.

Brand value: MRF not only consists of a very strong value for the brand, but it also has
the trust and the faith of the customers.

Making varieties of tyres: MRF has always taken different measure to suit
themselves with tyres which can take on different terrain conditions

Financial condition: MRF stands in a very strong position in terms of financial

condition

The diversity of the company: MRF is broadly diverse into three main parts,
which are, Funskool, MRF Racing and MRF Pace Foundation

Reaching out with strong advertisements: A company which advertises itself

to be a tyre making company in India, which is eco-friendly in nature. These mentioned
above were the reasons why MRF has grown so strong and tall in terms of tyre making
companies in India, banking on the points of their strength

36
WEAKNESS IN THE SWOT ANALYSIS OF MRF

Weaknesses of a brand counter for the downsides and the hurdles that a brand face along
the way. Here are some of the weaknesses which are possessed by MRF, despite their very
good strengths.

 Lack of volatility: MRF still lacks a lot of volatility, when it comes to the
consideration of relations based on industries, for example, the unrest of the labors
of MRF.
 Being in a very strong competition: MRF has a lot of competition in market, which
is very intense and does somewhere effects the good going of MRF, especially after
the presence of some of the worldly renowned global brands of the industry of tyres

These said above were the weaknesses which are possessed by MRF, despite having such
good strengths.

Threats in The SWOT analysis of MRF

Threats are something that can harm the company’s reputation or market value.
Unfortunately, even after being one of the best in tyre companies, there are some threats
which are involved with MRF. These threats are:

An on-going strike: An on-going internal strike in MRF along with the entire
automobile industry in Chennai has traumatized the company to a great extent. It has
hampered the manufacturing badly, and production is almost dead in Chennai.

Constantly increasing the price of Raw Materials: The price of essential

raw materials for manufacturing the goods like natural rubber and crude oil is constantly

37
increasing, both nationally and internationally. This can create a lot of difficulties to get the
supply of rubber in next two years as said by ANRPC

Availability of cheaper goods: In a comparison of MRF, cheaper goods are

available in market imported from China. Though the quality is nowhere to MRF, it has
been observed that it made 5% of business in the entire industry

38
 CHAPTER –IV

THEORTICAL FRAMEWORK

39
 THEORITICAL FRAMEWORK
The project is undertaken to measure the brand awareness level of MRF
TYRES in an around the brand awareness level of a particular company ‘s brand is of vital
importance since it indicates the number of people who are aware of a particular brand in a given
period of time and highlights the effectiveness of the different advertising or promotional tools
used for the purpose .

Brand awareness is the consumers ability to recognize or recall (identify) the brand
within a given product in sufficient detail to make a purchase Decision. these also means that the
consumers can propose recommend, choose, or use the brand .The objectives of most
advertising campaign are to create and maintain brand preference. The first step is to make
potential consumers aware of a brands existence.

One of the prominent goals of any business should be to build brand image and
awareness of it product ,albeit in a cost-effective manner as possible . consumer tends to make
purchasing decision based on peer recommendation and direct experience , as well traditional
advertising methods.

The project aims towards increasing the brand awareness since its one of the effective
tool to effect the final purchase decision and the volume of sales. I had used the topic to find out
or measure the brand awareness level among the customers and the ways to increase its
awareness.

The analysis was done with the help of the data collected through questionnaire taking
the sample size of 50 in an around , as the brand awareness is directly associated with promotion
strategy taken by the company its effectiveness is evaluated and the steps to increase the
awarness level of the customers are considered.

Therefore I have used various tools and techniques for the purpose of the data and
have tried to throw a clear light towards the level of brand awareness of MRF TYRES and the

40
measures to increase its awareness and to evaluate the best media of communication for the
purpose.

The Influences of Brand Awareness on Consumers’ Cognitive

Process

School of Management, Southwest University of Political Science and Law, Chongqing, China

Brand awareness plays an important role in most aspects of marketing. However, consumers’
cognitive process of brand awareness, which plays an important role in purchase decision or
product usage experiences, is still unclear in the brain. Using event-related potentials (ERPs), the
influences of two different brand awareness on consumers’ cognitive process was investigated.
Phone pictures with high or low brand awareness and girl pictures were used to carry out this
experiment research. An amended oddball task was designed in which girl photos were taken as
target stimuli, and phone pictures were taken as non-target stimuli. Subjects were asked to
identify the girl pictures. Smaller ERPs components N2 and P3 along with high brand awareness
phone pictures were found compared to the low brand awareness ones. The amplitude variation
in N2 and P3 indicated that the cognitive process of identification and attention distribution were
changed along with the magnitude of brand awareness, which meant consumers could allocate
different attention resources to distinguish high or low brand awareness product unconsciously.
This may indicate the identification and attention distribution caused by brand awareness can be
detected by N2 and P3, and event-related potentials methodology may be a sensitive
measurement technique for brand awareness

As is known to all, brand awareness plays an important role in consumer decision-making,

market performance, marketing mix, and brand equity. Keller (2008) have pointed out that brand

awareness refers to whether consumers can recall or recognize a brand, or simply whether

consumers know about a brand. Just as people buy mobile phones, people are more inclined to

buy iPhone or Samsung than a less well-known brand, such as Smartsan or UooGou. Obviously,

when consumers face a vast commodity brand, the higher the brand awareness, the easier it is to

41
attract consumers. Scholars have conducted extensive research on the two important aspects of

brand awareness, brand recognition and recall. Most scholars have reached a consensus that

brands recognition and recall are important while consumers are making purchase decisions

(Emma and Sharp, 2000; Thoma and Williams, 2013) and evaluating product usage experience

(Huang and Sarigoellue, 2012; Stach, 2019) or product quality (Huang and Sarigoellue, 2012).

Brand recognition and recall also affect consumer attitudes and emotion (Rossiter, 2014; Wilson

et al., 2015; Xu et al., 2015), even the firm performance (Grundey and Bakowska,

2008; Homburg et al., 2010).

However, most of the research mentioned above mainly adopted questionnaire (Emma and

Sharp, 2000; Koenigstorfer and Groeppel-Klein, 2012; Topolinski et al., 2014), interview

(MacInnis et al., 1999; Despite growing concerns about cognitive research on brand recognition

and recall from the perspective of psychology, such as studies on purchase intention (Ashby et

al., 2015; Topolinski et al., 2015), memory (Valkenburg and Buijzen, 2005; Hubert et al., 2013),

or categorization (Esch et al., 2009; Dew and Kwon, 2010), etc., research into the cognitive

process of brand awareness in the brain has not aroused sufficient attention. Even though the

approaches above are easy and cheap to implement, the data gathered may include biases. As a

consequence, the results of those studies usually do not match the actual behavior of consumers

when they buy (Scheier, 2007). The reason for the deviation lies in the unavoidable shortcomings

of the above-mentioned methods itself. Whether it is for the collective, the individual, and

whether it is conducted in a confidential manner, researchers still rely on consumers’ self-reports

to investigate their response to brand awareness. But these methods have limitations. First, the

researchers assumed that the respondents were able to describe their own cognitive processes,

but in fact, many of the subconscious parts of the process were not known to the respondents.

Second, there are many other factors, including incentives, time constraints, or peer pressures,

that induce respondents to distort their feelings, so that the results of the survey do not fully

42
reflect the true thinking of the respondents. It is important to note that some earlier studies have

already involved the cognitive process and brand awareness in the brain, such as linguistic

encoding and retrieval processes of brand experiences (Esch et al., 2012), the basis of the

relationship between brand personality associations and brain activity (Chen et al., 2015), the

consumer-psychology model specification synthesized psychological constructs and empirical

finding using consumer-neuroscience methods (Schmitt, 2012). However, studies on the neural

response to brand awareness straightforward have not yet started, which can provide marketers

with a theoretical foundation. Therefore, marketers and researchers need to re-examine research

methods in order to better understand consumer behavior (Pozharliev et al., 2017).

By using neuroimaging tools, consumer neuroscience might be cheaper and faster than current

marketing tools and better understand the decision-making and related processes than usual

(Ariely and Berns, 2010; Plassmann et al., 2015). With these advantages, consumer neuroscience

has attracted scholars’ interest and attention since the “Coke and Pepsi” experiment (Hoegg et

al., 2010). People realize that by observing the processing of stimuli in the brain, we can study

how consumers respond to external stimuli and to observe and study consumer behavior from the

neuroscience level (Scheier, 2007). Based on the theory of consumer neuroscience and earlier

event-related brain potential (ERPs) studies (Sutton et al., 1965; Roth, 1973), we expect brand

awareness to be intrinsically related to brain neural response. In this study, we take phones with

different brand awareness, the ordinary wireless communication devices, as research objects to

carry out the cognitive research by ERPs. We hypothesize that the process of consumers’ brand

recognition and recall will be activated and reflected spontaneously by ERPs components alone

with different brand awareness, which might be sensitively associate with the cognitive process

such as categorization and memory retrieval according to the literature (Polich, 2007; Folstein

and Van Petten, 2008). The study could provide a novel way to estimate brand awareness from

43
another perspective, especially when traditional evaluation methods are controversial, the evoked

components may serve as a sensitive indicator.

Materials and Methods

Subjects
Sixteen right-handed college students (eight male and eight female; mean age 25.6 ± 2.8 years)

were recruited. All subjects reported normal or corrected-to-normal vision. All of them were free

of neurological or psychiatric illness, head trauma, or drug abuse. Written informed consent was

obtained from each subject according to the local medical ethics committee. Subjects received a

small gift as compensation after the experiment.

Stimulation
The critical stimuli were beautiful girl photos, two categories of colorful phone photos.

According to the Chinese mobile phone brand reputation report 2018, two phone brands with

different brand awareness were chosen in this study. The high brand awareness index was 5.46,

and the low one was 2.71. Subjects reported that they had heard of the phone brands before the

experiment.

Experimental Design
An illustration of the basic classes of stimuli and the timing of the experiment is shown in Figure

1. Subjects viewed a sequence of colorful beautiful girl photos (n = 3) and two categories of

colorful phone photos (n = 4) for each brand. The reason we chose beautiful girl photos is that

we want to attract subjects’ attention so that when subjects see these two categories of colorful

phone photos unconsciously, we can explore their brain activity. An amended oddball task had

been used: the girl photos were taken as target stimulus and phone pictures were taken as non-

target stimulus. The target proportion of series was 27.3%.

44
Conclusion

To summarize, this study explored the influences of brand awareness on consumers’ cognitive

process unconsciously. The result showed that stimuli with low brand awareness could elicit

higher N2 and P3 than high brand awareness ones, which means that, alone with perceiving the

awareness information from a brand, subjects didn’t need to allocate much attention resource to

distinguish product with high brand awareness. The amplitude variation in N2 and P3 expressed

the change in the identification and attention distribution processing. It can be concluded that

EPR components N2 and P3 could serve as cognitive indexes to compare and measure the brand

recognition and recall even as people didn’t pay special attention to the differences

45
 CHAPTER -V
DATA ANALYSIS
&
INTERPRETATION

46
 1. Qualification of the respondents
The Table showing qualification of the respondents

Particulars Post-Graduation Graduation Under Graduation Others

Qualification of the
respondents 14 65 6 15

chart showing qualification of the respondents

post gradution gradutionunder gradution others

1%

7%
16%

76%

INTERPRETATION

The above chart shows about the qualification of the respondents and the customer who
have the insurance policies.14% of the post graduates, 65% of the graduates, 6% of under
graduates and 15% of others are having the mrf tyres

47
2. AGE GROUP

Table showing age group of Respondents

Particular 18 - 25 26 – 35 36 – 45 46 & above

Age group 20 70 8 2

Chart showing age group of respondents

70
60
50
40
30
Series 1
Series 2
Series 3

20
10
0

18-25 26-35 36-45 46&above

Interpretation

The above table and chart shows that the age of the respondents who shows interest in
insurance the analysis states that the 20% of people in the age of 18-25, 70% of people in
the age 26-35, 8% of the respondents are 36-45 and the 2% of people are above the 45 are
showing the interest in mrf tyres

48
3. Are you aware of MRF tyres

Table showing awareness about the tyres

Scale Awareness about the general insurance

Yes 92

No 8

Chart showing the awareness about the general insurance

yesno

8%

92%

Interpretation

The chart & table is all about the awareness about the general insurance, where 85% of
people responses is yes to the statement and 15% of the people are not aware of it.

49
4. How do you come to know about mrf tyres

Table showing how people knows about mrf tyres

Particular Media Agent Friends Word of mouth

How they know

mrf tyres 18 32 12 38

Chart showing that how they come to know about mrf tyres
40

35

30

25 Series 3
Series 2
20 Series 1

15
10

0
media agent friends word of mouth

Interpretation
The above table and chart shows that how people got to know about the Bajaj Allianz, and
responses for that statement, where the responses are like 18% of people whom I surveyed
tells that they know about the company through various Media, 32% of responses said that
they know about the company through the agents of that company, 12 % of responses
knows through their friend 38% of responses knows about the company through word of
mouth communication.

50
5. Are you aware of MRF tyres
Table showing awareness about the tyres

Scale Awareness about the mrf tyres

Yes 92

No 8

Chart showing the awareness about the general insurance

Chart showing the awareness about the mrf tyres

no
8%

yes
92%

Interpretation
The chart & table is all about the awareness about the general insurance, where 85% of
people responses is yes to the statement and 15% of the people are not aware of it.

51
6. What is your attitude towards calls from mrf tyres?

Scale Attitude towards calls from an

agent

I do not entertain calls from agent 36

I get irritated and scold them 8

I listen to them but calmly say no 40

I look forward such call 16

Chart showing attitude towards the call from an MRF Tyres

45
40
35
30
25
20
Series 3
15
Series 2
10
Series 1
5
0

i do not entertain i get irritated and i listen to them but i look forwaed such
calls from agentscold themclamy say nocall

Interpretation
The above mention chart and table is showing that the attitude of individuals towards the
calls from an agent. The responses for this statement is that 20% of the people who
responses towards the statement don’t entertain any calls from an agents, 8% of people get
irritated and scold them, 40% of people who responses to the statement will listen to them
and calmly they say no, 8% of people will look forward for such a calls

52
7. Do you know our mrf company vision

Scale Know about the mrf

Yes 30

No 70

Chart showing our mrf company vision

yesno

30%

70%

Interpretation
The above chart and table are about that whether the respondents know the company’s
vision or not, the result for this statement is that 30% people knows about the company’s
vision where 70% don’t mrf tyres vision. Anyhow its not necessary that everyone should
know the vision of the company

53
8. Can you identify our mrf company logo?

Scale Identification of logo

Yes 94

No 6

Chart showing identification of company’s logo

yesno

6%

94%

Interpretation

The above chart and table showing whether the respondents can identify the company’s
logo or not, the result for this analysis was that 94% of the respondents can identify the mrf
tyres logo where 6% of people who responded to the statement can’t identify the
company’s logo.

54
9. Do you trust in our tyres

Scale Trust in tyres

Yes 62

No 28

Can’t say 20

Chart showing trust in our tyres

70

60

50

40 Series 3
Series 2
30 Series 1

20

10

0
yes no can't say

Interpretation

The above shown chart and table are about the customers/respondents trust towards the
company’s service. The results for this statement is that 62% respondents say yes to the
statement, 28% people said no to the statement and 20% of respondents for the
questionnaire tells that they can’t say whether they have trust or not on the company’s
service.
55
10. Do you think our mrf tyres are grate

Scale Response

Yes 50

No 20

May be 30

Chart showing the our mrf tyres

may be
30%

yes
50%

no
20%

Interpretation

The above table and chart are about, if a company uses word of mouth publicity what will
be the public/ customer/s response. For this the result is that 50% of people or respondents
will agree and say yes to the statement, 20% of people said no to the statement and 30% of
the respondents said may be the word of mouth is good or not.
56
 11. shows product reality available in the market

Table shows Products readily available in the Market

Technology No of Respondents
Percentage
Yes 42 84
No 08 16
Total 50 100

Source: Through Field Survey

Graph shows Products readily available in the Market

84

42 16
8
yes no

Interpation
Table No. 4.11
Analysis and Interpretation The Above Table and graph shows that 84% of respondents said that
MRF tyres are readily available in the market and 16% of respondents

57
12. which source made respondents to buy MRF tyres
Table shows which source made respondents to buy MRF tyre from showroom

Particulars No of Respondents Percentage

Newspaper 10 20
TV / Internet 10 20
FM Radio 0 0
Friends/ Relatives 30 60
Total 50 100

Graph shows which source made respondents to buy MRF tyre from showroom

news papertv/internet fm radiofriends/relatives

20%

60% 20%

0%

Interpretation:

The Above Table and graph shows that 60% of respondents friends/ relatives made to buy
MRF tyres, 20 % of respondents tv / newspaper made to buy MRF tyres from showroom

58
 13. why respondents purchase mrf tyres

Table shows why respondents purchase MRF Tyre

particulars No of responce percentage

Low price 0 0
Better quality 34 68
Variety of product 10 20
Various brand 06 12
total 50 100

Graph shows why respondents purchase MRF Tyre

low price better quality variety of product various brand

0%

12%

20%

68%

Interpretation

The Above Table and graph shows that 68% of respondents purchase MRF tyres for its
better quality and 20 of respondents purchase MRF tyres for variety of products and 12% of
of respondents purchase MRF tyres for its various brands.

59
 14. satisfaction level of features

Table shows satisfaction level of features

features Hight satisfied average Dis-satisfie

satisfied
Grip 50 0 0 0
Durability 50 0 0 0
Price 42 8 0 0
Product range 30 20 0 0

Source: Through Field Survey

Graph shows satisfaction level of features

50
45
40
35
30
25
20
15
10
5
0

grip duriability price product

Interpretation

The Above Table and graph shows that out of 50 respondents all respondents
are highly satisfied with grip and durability and 20 respondents are satisfied
with product ranger and 8 of respondents are satisfie
60
15. which promotional activities do respondent like

Table shows which promotional activities do respondents like

Particulars No of Respondents Percentage

Gift voucher 10 20
Discount 12 24
Lucky draw 20 40
After sale services 08 16
Total 50 100

Graph shows which promotional activities do respondents like

45

40

35

30

25

20

15

10

0
Gift voucher Discount Lucky draw After sale services

Interpretation

The Above Table and graph shows that 40% of respondents like lucky draw
promotional activities, 24 of respondents like discount promotional activates,
20% of respondents like gift voucher promotional activates and 16% of
respondents like After sale services promotional activates.

61
16. would respondents recommend mrf tyres to others

Table shows would respondents recommend MRF tyres to others

particular No of respondance percentage

yes 50 100
No 0 0
total 50 100

Graph shows would respondents recommend MRF tyres to other

100
90
80
70
60
50
40
30
20
10
0
yes no

Interpretation

The Above Table and graph shows that Out of the 50 respondents 100%
respondents recommend MRF tyres to others.

62
17. do respondents like to purchase mrf tyres

Table shows do respondents like to purchase MRF tyres again

Particulars No of Respondents Percentage

Definitely 47 94
Probably 03 06
Might or Might not 0 0
Probably not 0 0
Definitely Not 0 0
Total 50 100

Graph shows do respondents like to purchase MRF tyres again

DefinitelyProbablyMight or Might notProbably notDefinitely Not

0%
6%

94%

Interpretation:

The Above Table and graph shows that 94% of respondents definitely like to
purchase MRF tyres and remaining 6% respondents probably like to purchase
MRF tyres.

63
18. how much respondents are satisfied with mrf tyres
Table shows how much respondents are satisfied with MRF tyre

Particulars No of Respondents Percentage

Very Unsatisfied 0 0
Unsatisfied 0 0
Somewhat satisfied 0 0
Very satisfied 6 12
Extremely Satisfied 44 88
Total 50 100
Graph shows how much respondents are satisfied with MRF tyre

88

44
12
0 0 0 6
Very Unsatisfied Unsatisfied Somewhat satisfied
Very satisfied Extremely
Satisfied

Interpretation

The Above Table and graph shows that 88% of respondents are extremely
satisfied with the MRF tyres and 12% of respondents are very satisfied with
the MRF tyres.

64
CHAPTER -VI
FINDINGS,
SUGGESTIONS &
CONCLOUSION

65
 FINDINGS

 It is revealed that majority of the respondents are between 20 and 30 years. From this we
can conclude younger generation and middle age are more interested in MRF Tyres may
be because this is the age where they start earning.

 The important factors which effect the buying decision of the customer is the Mileage
and Style of the tyres.

 Majority of the respondents were aware about the product through the Friends, Relatives
and TV adds.

 From the analysis we came to know that the present brand image of MRF Tyres is good.

 The study reveals that majority of respondents are dissatisfied with resale value of MRF.

 Customers are easily affording the price of MRF Tyres and they are not feeling much
problem with the amount and purchasing way of most of the customers is leading in cash
sector.

 Students and business persons are the most of the users of MRF Tyres.

 Nearly 51% of respondents are feeling the price of Bajaj bike is affordable.

 Customers are not attracted to only one particular model due to variants available. Most
of the respondents are using bikes may be because of reasonable price, attractive look,
Nice pickup etc,

 This study reveals that most of the respondents who own MRF Tyres earn from 5000-
10,000/-

66
 The study reveals that majority of the respondents are said average and majority of the
respondents are satisfied with the maintenance cost, and brand image of MRF Tyres

 Majority of the respondents are facing battery problem while using MRF Tyres

 Majority of the respondents are satisfied with after sales service and few respondents are
not at all satisfied. This shows that MRF Tyres has a good satisfaction level within the
customers.

67
 SUGGESTIONS

1. MRF tyres is a poor in promotion so I suggested them to increase their

promotional activities to attract the new customers

2. As MRF tyres is existing from fast almost are aware about it brand

3. Organization must support import occasion like world cup,ipl and any occasion
identies with films awards and near by projects

4. Compant ought promote great & heart felt trade box or slogans

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 CONCLUSION

After taking a project for si weeks at MRF tyres survey are

questionnaire depend on the investigation of brand awareness and perfection it
reached having a numerous exterdionary characteristics.the product scope of
the organization entirely is prominent in the tyre sector in addition profit ratio
of an organization is expanding that demonstration the sprending efficiency of
show in division of the organization in short general excussion of the company
is excellent.

At last I might what to think my guide Mr.Vishnu sir and sales

manager for their direction and support I might also like to think every one of
the who have been so co-operative through the survey.

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APPENDIX

70
Bibliography

Official websites

WWW.MRF TYRES.COM

Websites

WWW.TYREMARKET.COM

WWW.WIKIPEDIA.COM

WWW.GOOGLE.COM

BOOK :

Philip Kotler marketing management

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Appendix:

Questionnaire

Name:

Full address:

Phone number:

Email address:

Gender:

Date of birth: / /

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1. Qualification

a) Post graduate
b) Graduate
c) Under Graduate
d) Others

2 .Age group

a) 18-25
b) 26-35
c) 36-45
d) 46& above

3. Are you aware of MRF tyres

a) Yes
b) No

4. How do you come to know about MRF tyres

a) Media
b) Agent
c) Friends
d) Word of mouth
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 5. Are you aware of MRF tyres

a) Yes
b) No

6. What is your attitude towards calls from MRF tyres

a) I do not entertain calls from agent

b) I get irritated and scold them
c) I listen to them buy clammily say no
d) I look forward such call

7. Do you know our MRF company vision

a) Yes
b) No

8. Can you identifying our MRF company logo

a) Yes
b) No

9. Do you trust in our tyres

a) Yes
b) No
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10. Do you think our MRF tyres are grate
a) yes
b) no
c) may be

11. shows product reality available in the market

a) yes
b) no
c) total

12. which source made respondents to buy MRF tyres

a) Newspaper
b) TV / Internet
c) FM Radio
d) Friends/ Relatives
e) Total

13. why respondents purchase mrf tyres

a) Low price
b) Better quality
c) Variety of product
d) Various brand
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14. satisfaction level of features

a) Grip
b) Durability
c) Price
d) Product range

15. which promotional activities do respondent like

a) Gift voucher
b ) Discount
c) Lucky draw
d) After sale services

16. would respondents recommend mrf tyres to others

a) yes
b) No

17. do respondents like to purchase mrf tyres

a) Definitely
b) Probably
c) Might or Might not
d) Probably not
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 e) Definitely Not

18. how much respondents are satisfied with mrf tyress

a) Very Unsatisfied
b) Unsatisfied
c) Somewhat satisfied
d) Very satisfied
e) Extremely Satisfied

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