BHARATI VIDYAPEETH DEEMED TO BE UNIVERSITY,PUNE

ABHIJIT KADAM INSTITUTE OF MANAGEMENT AND

SOCIAL SCIENCES, SOLAPUR.

PROJECT REPORT ON

“A STUDY OF CONSUMER BUYING BEHAVIOUR OF SUV VEHICLES IN SOLAPUR

CITY”

WITH SPECIAL REFERENCE TO

“MAHINDRA GANDHI MOTARS,

SOLAPUR”

SUBMITTED TO

BHARATI VIDYAPEETH DEEMED TO BE UNIVERSITY, PUNE IN PARTIAL

FULFILLMENT DEGREE OF

BACHELOR OF BUSINESS ADMINSTRATION

SUBMITTED BY

MR. SHARAD PAWAR

UNDER THE GUIDANCE OF

PROF.

C.R.SURYAWANSHI

2022-2023
 DIRECTOR CERTIFICATE

This is to certify that the project entitled „A STUDY OF CONSUMER BUYING BHEVIOUR
OF S U V V E H I C L E ‟ S I N SOLAPUR CITY‟ at „MAHINDRA GANDHI
MOTAR‟S SOLAPUR‟ prepared by, „MR. SHARAD UTTAM PAWAR, in partial
fulfillment of „BACHELOR OF BUSINESS ADMINISTRATION‟ is carried out under the
supervision and guidance of „PROF. C.R.SURYAWANSHI and same is forwarded to the
university.
I also wish him all the best for his career and success to every step he moves in life.

PLACE- SOLAPUR DATE-

DR. S. B. SAWANT
(DIRECTOR)
 GUIDE CERTIFICATE

This is to certify that Mr. SHARAD PAWAR. has satisfactorily completed the
project work entitled “A study on CONSUMER BUYING BEHAVIOUR OF SUV VEHICLES IN
SOLAPUR CITY with SPECIAL REFERENCE TO MAHINDRA GANDHI MOTAR‟S
SOLAPUR ” For the partial fulfillment of B.B.A.-III submitted to Bharati Vidyapeeth Deemed To
Be University, Pune during the academic year 2022-23 under my guidance.

PLACE: -Solapur

DATE:-

PROF. C.R.SURYAWANSHI

(Project Guide)
 STUDENT‟S DECLARATION

I hereby declare that the project report entitled ““A STUDY OF CONSUMER BUYING

BEHAVIOUR OF SUV VEHICLES IN SOLAPUR CITY, WITH SPECIAL REFERENCE

TO MAHINDRA GANDHI MOTAR‟S ”, is an original work prepared by me under the

guidance of Prof. C.R.SURYAWANSHI. The empirical findings in this report are based on the

data collected during the project work. The matter included in this report is true & verified. This

report has not been presented anywhere else for the award of any degree, diploma or title.

I understand that any such copying is there then, I liable to be punished as the authorities deem

fit.

Place:- Solapur

Date:-

Mr. SHARAD PAWAR

 ACKNOWLEDGEMENT

This study is an attempt to, “A STUDY OF CONSUMER BUYING BEHAVIOUR OF SUV

VEHICLES IN SOLAPUR WITH SPECIAL REFERENCE TO MAHINDRA
GANDHI MOTAR‟S ” I owe my deep sense of gratitude for the successful completion of this
project which was made possible through co- operation of many people. I am deeply conscious of
the fact that study would have not been possible without willing co-operation of Mr.

I also extend thanks to my project Guide Prof. C.R.SURYAWANSHI for his valuable guidance.

Place:-Solapur

Date:-

Mr. SHARAD PAWAR

 INDEX

CHAPTER PAGE NO.

No. TOPICS

(I) INTRODUCTION OF THE STUDY 6-11

(II) COMPANY PROFILE 12-22

(III) THEORETICAL BACKGROUND 23-28

(IV) DATA ANALYSIS AND INTERPRETATION 29-49

(V) OBSERVATION AND FINDINGS 50-51

(VI) CONCLUSION AND SUGGESTION 52-56

(VII) BIBLIOGRAPHY 57-58

CHAPTER-1 INTRODUCTION OF
THE STUDY
1.1 Introduction to study
CONSUMER BUYING BEHAVIOUR

The most crucial issue for the marketers is to identify the needs of the customers .Only the
identification of needs is of no value unless and until this is transformed into a meaningful and
appropriate satisfiers .For this whole process of converting needs into actual satisfaction one needs
to understand the complete make up of consumer‟s mind , and this process is known as consumer
behavior. Let‟s also discuss some of the definitions of consumer behavior.

According to schiffman and kanuk” consumer behavior encompasses all of the behaviors that
consumers display in searching for, purchasing, using evaluating and disposing of products and
services that they expect will satisfy their needs.”

Wells and prensky defines that consumer behavior s the study of consumers as they
exchange something of value for a product or services that satisfies their needs. The field of
consumer behavior is the study of individuals , groups or organizations and the processes they use
to select , secure ,use and dispose of products, services, experiences or ideas to satisfy needs and
the impacts that these processes have on the customer and society

On the basis of above definitions, it can be concluded that consumer behavior is the study of
consumers regarding what they buy, when do they buy, from where they buy, how frequently they
buy and how they use certain products. But the study does not stop here has it also goes further to
study post purchase and evaluations of the consumers. So, it addresses all the issues related from
pre purchase to post purchase behavior of the consumers.
CONSUMER „S BUYING DYNAMICS:

Perception:

Perception is the process by which an individual selects stimuli, organizes information about
those stimuli, and interprets the information. Perception posses powerful implications for
marketers .What is perceived by an individual, it determine how he or she behaves? No consumer
purchase can take place unless a consumer perceives that the product or service will offer the
benefits he or she needs .Accordingly, marketers must understand how perception works in order
to communicate successfully a products benefits. Regardless of the fact that a product is
innovative or advertisement is effective, it will fail it if it is not perceived favorably, by the
potential consumers

Learning:

Learning is continuous process by which individual acquires knowledge so that it causes a

permanent change in behavior. Learning is a kind of process that evolves over a time and cannot
be directly observed. When a person perceives new stimuli in the environment, it is related with
the existing pound of knowledge. Therefore, learning reflects both current experiences and past
background. Learning is essential to the consumption process. On fact, consumer behavior is
largely learned behavior. We acquire most of our attitudes, values, tastes, preferences, symbolic
meaning and feeling through learning human culture and social class, institutions such as schools
and religious organizations, family, friends, mass media and advertising provide learning
experiences that influence the kind of life style the consumers seek and the products they
consume. Marketers spend considerable effort to assure that consumers learn of their existence as
well as their products .companies that make their consumers learn about their products and
services in and effective and efficient manner often obtain a long term competitive advantage that
of their competitors.

Personality:

Personality is defined as those inner psychological characteristics that both determine and reflect
how a person responds to his environmental stimuli. Personality is enduring and ensures that
persons responses are consistent overtime but personality can be considered as a unified whole,
for that purpose different personality traits are to be studied by the marketers. for ex, dogmatism
is a personality trait that measures the degree of rigidity among individuals .of a person is highly
dogmatic , it‟s very difficult to convenience him regarding the innovative products and brands.
They Are more likely to choose well established brands and cannot be convinced by celebrities
in the advertisement rather these kinds of people are influenced by authoritative appeals on the
contrary, those who possess the trait of innovativeness move receptive to new products, new
services and new practices. They are prone to newer experiments. There could be some other
personality traits like inner directed consumes and other directed consumers.

1.2 OBJECTIVES OF THE STUDY

1. To find out the influential factors of the consumers while purchasing Scorpio
2. To identify the various attributes of Scorpio reasons for the brand preference over the
Competing brands and to find out the various attributes of Scorpio compared to other
Brands.
3. To find out the consumer satisfaction level on service provided by the dealers towards
their product. 4. To give recommendations if any.

1.3 SCOPE AND LIMITATIONS OF THE STUDY

SCOPE

1. This study provides the information about consumers buying behavior towards
2. This information is helpful to company to know the satisfaction level of
customer.
3. This information is beneficial to the company.

1.4 Research Methodology

1.4.1 Type of Research
Here in order to meet the research objectives, descriptive research design is used.
1.4.4.1 Descriptive Research Design
Descriptive research design includes surveys and fact findings, enquires of different
kinds. The major purpose of Descriptive research is description of state of affairs, as it
exists at present. In social business research we quiet often use the term Ex post facto
research for descriptive studies.
The main characteristics of this method are that the researcher has no control over the
variable; he can only report what has happened or what is happening. Most Ex post
facto research projects are used for descriptive studies in which the researcher seeks to
measure such items, for example, frequency of shopping, and consumer preferences on
products or services.
Descriptive Research method will be applicable to the existing problem. Here the study
is conducted for a fact i.e., to know the “Customer perception on Scorpio in Solapur
City”. So the process was conducted through questionnaire.

1.4.2 RESEARCH DESIGN

It is a conceptual structure within which research should be conducted. Thus the
preparation of such a design facilitates research to be as efficient as possible and will yield
max information.
1.4.3 Research Objectives

1) To study the perception of consumers towards the Scorpio and other competing brands.
2) To identify the influencing factors on individuals choice among the alternatives.
3) To analyze the interest of respondents in towards Scorpio and other cars.
4) To know the reason for preferring the competitors brand (Other Brands).
5) To identify the real opinion of Scorpio towards the consumers.

1.4.4 The method of collecting data is as follow;

The task of collecting data begins after a research problem has been defined and plan is
chalked out. This study pertains to collection of data from primary and secondary
sources.
1.4.4.1 Primary Data
Data are collected for the first time for a specific purpose in mind using the questionnaire
method. Questionnaire through personal contact and telephone calls.
1.4.4.2 Secondary Data
The data that already collected and published are referred through the company
sales guide and following websites. www.Mahindra.com
LIMITATION
1) The sample size was Limited, So as to give the accurate information regarding Consumer buying
behaviour.
2) The scope was very limited, because attitude & expectations of the people change according to the
time & situation.
3) The study was restricted to Solapur city and that to among 50 respondents.
4) The study was conducted only for 60 days.
5) Consistency was lacking with regard to the information given by few customers

1.4.4.3 Research Plan

Data source : - Primary and Secondary data
Research Approach : - Survey method
Research Instrument : - Questionnaire

Contact method : - Direct – Personal interview / Telephone Calls

Sample size: - 50

1.5 IMPORTANCE OF THE STUDY

1) The project helps the organization to know whether customers are satisfied with the
performance of the dealer;
2) It also help to minimize gap between customer expectation and the services rendered to the
customer;
3) It also help to find out what things to be include to deliver qualitative services to the
customer.
 CHAPTER-2
COMPANY PROFILE
 2.1 INTRODUCTION TO ORGANISATION

Mahindra and Mahindra limited (M&M) is an indian multinational automotive manufacturing

corporation headquartered in Mumbai. It was established in 1945 as Mahindra and Muhammad
and later renamed as Mahindra and Mahindra. Part of the Mahindra group, M&M is one of the
largest vehicle manufacturers by production in india. Its subsidiary Mahindra Tractors and
Mahindra scorpio is the largest manufacturer Tractors and Scorpio in the world by volume. It
was ranked 17th on the list of top companies in india by fortune india 500 in 2018. Its major
competitors in the indian market include Maruti Suzuki nad Tata Motars.

The company headquarters are at Akurli road, Kandivali, Singh Agri Estate, Kandivali
East, Mumbai. Maharastra. Mahindra and Mahindra companies Founders are 1)Mr J.
C. Mahindra 2) Mr K. C. Mahindra 3) Mr M. G. Muhammad. And chairman of

Mahindra and Mahindra is a Mr. Anad Mahindra

HISTORY OF THE ORGANISATION:

Mahindra & Mahindra was founded as a steel trading company on 2 October 1945 in Ludhiana as
Mahindra & Muhammad by brothers Kailash Chandra Mahindra and Jagdish Chandra Mahindra along
with Malik Ghulam Muhammad (1895–1956). Anand Mahindra, the present Chairman of Mahindra
Group, is the grandson of Jagdish Chandra Mahindra. After India gained independence and Pakistan was
formed, Muhammad emigrated to Pakistan. He acquired Pakistani citizenship and became the first
finance minister of Pakistan. He served as Governor-General of Pakistan from 1951 to 1956.
Chronology
In 1948, the company changed its name to Mahindra & Mahindra. They eventually saw a business
opportunity in expanding into manufacturing and selling larger MUVs and started assembling under
license of the Willys Jeep in India. Soon, M&M was established as the Jeep manufacturer in India, later
commenced manufacturing light commercial vehicles (LCVs) and agricultural tractors.
In 1999, Mahindra purchased 100% of Gujarat Tractors from the Government of Gujarat and in 2017
Mahindra renamed it as Gromax Agri Equipment Limited, as part of new brand strategy and the models
continue to be sold as Trakstar.
In 2007, M&M acquired Punjab Tractor Limited (PTL) making it the world's largest tractor
manufacturer. Subsequent to this take-over, the former PTL was merged into M&M and transformed as
Swaraj division of Mahindra & Mahindra in the year 2009. Over the past few years, the company has
taken interest in new industries and in foreign markets.
In 2008, they entered the two-wheeler industry by taking over Kinetic Motors in India.
In 2010, M&M took a 55% stake in the REVA Electric Car Company and in 2016, they renamed it
Mahindra Electric Mobility Ltd after taking 100% ownership.
In 2011 Mahindra and Mahindra acquired South Korea's SsangYong Motor Company.
In October 2014, Mahindra and Mahindra acquired a 51% controlling stake in Peugeot Motocycles and
progressed to acquire a 100% controlling stake in October 2019.
In May 2015 Mahindra acquired a 33.33% stake in Japanese tractor manufacturer Mitsubishi Agricultural
Machinery (MAM), a subsidiary of the Mitsubishi Heavy Industries.
In December 2015, Mahindra and Mahindra Ltd and affiliate Tech Mahindra Ltd, through a special
purpose vehicle (SPV), have agreed to buy a 76.06% stake in Italian car designer Pininfarina SpA, for
€25.3 million (around Rs.186.7 crore).
In March 2016, Mahindra acquired 35% in Finland-based Sampo Rosenlew, entering the combine
harvester business, subsequently increasing its stake in the company to 49.04% in December 2019.

In January 2017, Mahindra and Mahindra Ltd acquired a 75.1 equity stake in Hisarlar Makina Sanayi ve
Ticaret Anonym Şirketi (Hisarlar), a farm equipment company, marking its entry into Turkey and in
September 2017 acquired another Turkish tractor and foundry business Erkunt Traktor Sanayii AS for
₹800 crore.
In November 2017, Mahindra signed a memorandum of understanding (MOU) agreement with
Belgiumbased Dewulf, a supplier of a full line of potato and root crop machinery. Under the agreement,
Mahindra will manufacture and market potato planting equipment in India, for which the co-branded
planter is developed.
In January 2018, Mahindra announced its foray into the sprayers business through the acquisition of a
26% equity stake in M.I.T.R.A. Agro Equipments Pvt Ltd, a Maharashtra-based AgTech company
(MITRA). In March 2020, Mahindra further increased its stake in the company to 39%.
In February 2018, Mahindra acquired a minority stake of 22.9% percent in Carnot Technologies. Carnot
Technologies owns and operates smart car solutions firm CarSense.
In May 2018, Mahindra signed a share subscription agreement to acquire up to 10% share capital of
Canada's IT firm Resson Aerospace Corporation. Resson is focussed on providing technology solutions
for agriculture. It has developed a system that captures and interprets images to give farmers information
about the state of their fields and crops.
In June 2019, Mahindra purchased an 11.25% stake in Switzerland-based agro technology firm Gamaya
SA. The acquisition enabled Mahindra to further develop and deploy next-generation farming capabilities
such as precision agriculture and digital farming technologies.
In October 2019, Mahindra entered into a joint venture with Ford by establishing Ford India in which
Mahindra & Mahindra acquired a controlling 51% stake. In January 2021, Mahindra ended its
collaboration with Ford owing to global economic and business conditions caused by the pandemic. In
April 2020, the company ended its joint venture with Renault, with Mahindra & Mahindra buying out
Renault's stake. Renault continues to license and supply key components such as engines and
transmissions to Mahindra & Mahindra.

INTRODUCTION TO MAHINDRA 2.3 COMPANY PROFILE

Name of the organization
Owner ꞉ Mr.Anad Mahindra.
legal form ꞉ Proprietary firm
Works & head office ꞉ 297,Solapur-pune Hwy,kegaon, solapur,
Business ꞉ Sales, Service, Spares, Insurance, Accidental
job, Accessories.
Achievement ꞉ Best dealer in territory
꞉ Best service dealer
꞉ Pride of the year
꞉ Fast growing network
Website ꞉ http://mahindra.vgandhigroup.com

the consumer, but creating mahindra was a mammoth task for the brand and M&M India
team, the agency entrusted with the responsibility of creating Mahindra Scoripo. On to the
drawing board, the agency had to revisit the entire journey of customer‟ experience while
buying a Mahindra.
Being India‟s largest car market, Mahindra and Mahindra is the current market leader in
the volume segment. People perceive Mahindra products as low cost and value for money
and this perception is what the company wants to change. The company has opened new
showrooms under the Mahindra nameplate to retail its premium set of wheels. These
outlets provide a more luxurious buying experience for the customer who is interested in
buying a premium product.
Mahindra and Mahindra has entered the premium car space with the Scorpio but for
some reason the company did not retail the car in the Mahindra Scorpio outlets.
Scorpio dealership will only showcase and retail premium products from the M&M
stable. Currently the s-cross and Mahindra Bolero hatchback are sold at the Mahindra
out lets.
Objectives of the Mahindra:

● To shed the image of small car maker.

● To sell high-end vehicles.
● To get an edge over the competitors.
● To give customer a memorable experience.

MAHINDRA SERVICES:
Buying guide:
● E-brochure
● Books a test drive
● Request a quote
● Accessories car
● Genuine Mahindra accessories
● Genuine Mahindra parts
● On road support
Sales and finance:
● Mahindra extended warranty
● Mahindra finance
● Mahindra insurance
● Corporate and institutional sales
● Mahindra true value
History of launch the Mahindra Scropio:
The Mahindra Scorpio was first launched in India on 20 June 2002. Soon after its
success, the Mahindra Scorpio was later received a minor update to include plush
seats, rear center armrest, dual-tone exterior color, and various minor changes. The
vehicle was sold in Europe as the Mahindra Goa with first sales in Italy in 2003. In
2006, Mahindra announced that Scorpios sold in Russia will be made as kits with a
joint venture partner. In April 2006, Mahindra launched the first facelift of the Scorpio,
marketed as the All-New Scorpio. The hybrid, the first such vehicle developed in
India, was developed by Arun Juara, a former employee of Ford. His senior, Pawan
Goenka, a former engineer at GM, heads Mahindra's automotive division and oversees
the Scorpio project. A pickup truck version of the Scorpio was launched in India in
June 2007, known as the Scorpio Getaway.
On 21 September 2008, the Scorpio was updated with a 6-speed automatic
transmission. The Mahindra Scorpio Getaway was launched in Australia in mid-2009,
marketed there as the Mahindra Pik-Up. It received additional safety features compared
to the Indian model, such as ABS brakes and airbags in an attempt to raise its rating to
a minimum of 3 stars from the current 2 star ANCAP rating. The 2012 model scored
6.6 points out of a possible 16, giving it a 3-star ANCAP rating. Hospitality
Factor:
Prior to the mid-1990s, Mahindra & Mahindra was an automobile assembly company.
The company manufactured Willys Jeeps and its minor modified versions, with
modifications carried out in India. In 1996, the company planned to enter the SUV
segment with a new product that could compete globally. Since M&M did not have the
technical knowhow to handle such an ambitious product, they devised an entirely new
concept among Indian auto companies. Roping in new executives who had worked in the
auto industry in western countries, such as Pawan Goenka and Alan Durante.

Achievement of MAHINDRA Automobiles:

1. Best Service infrastructure up gradation in non-metro cities.
2. Best performance in sales of passenger cars.
3. Highest selling network
4. Pride of the year.
5. Commitment dealer.
6. Best service dealer.
2.2 Various Departments in the Organization
1. Account Department:
In this department the Accountant records all the transactions of business and once in a week it
signifies by auditor.
2. Sales Department:
In this department the represented persons gives the information about products to customer and
sales the products.
 3. Service Department:
In this department, gives the after sale services to the customers.
4. Human Resource Department: In this department the recruitment, selection and training to the
employee is done. For appointment of any workers, employee H.R. Departments work. In

H.R. department they think about the welfare of the workers and employees.
5. MIS Department:
MIS means Management Information System. In this department they store all the data
related to business.
6. Mahindra Genuine Accessories:
Mahindra genuine accessories offer wide range of high quality accessories as per customer
choice. All type of accessories available under single roof. It ensures trust, quality, reliable and

defect-free product.
7. Delivery department:
In this department provides delivery services by the organization.
Vision:
Enrich the quality of our customer by offering products and services that meet the
essential needs of people and sharing our profits among valuable customers.
Objective:
● To shed the image of small car market.
● To sell high-end vehicles.
● To get an edge over the competitors.
● To give customer a memorable experience.
● To capture the market share at 75%
● Mission:
1. To aim for total customer satisfaction.
2. To create a motivated work force.
3. To make contribution to the society in which it operates.
2.3 MAHINDRA SCORPIO CLASSIC
The cars of Mahindra Scorpio give bundle of satisfaction of different attributes to the
customer to satisfy needs and want, In MAHINDRA.
Scropio Classic

1) Scorpio Classic S2
Colors‟: white, black, red
● Specification
I. Engine: 2523cc
II. Mileage: 16.1kmpl
III. Max power: 75@3200 IV. Max Torque: 200@1400 V. Fuel type: Diesel.
VI. Fuel Tank Capacity: 60Ltr.
VII. Seating Capacity: 9 persons
VIII. Length (mm) : 4456
IX. Width (mm) : 1820
X. Height (mm) : 1930

2) Scorpio Classic S5
Colors: white, black,
● Specification
i. Engine: 2179cc Mileage: 15kmpl
ii. Max power: 137@3750 iii.
Max Torque: 319@1500
iv. Fuel type: Diesel

v. Mileage: 15kmpl vi. Fuel Tank Capacity: 60Ltr. vii. Seating

Capacity: 9 person.
viii. Length (mm) : 4456 ix.
Width (mm) : 1820

x. Height (mm) : 1995

3) Scorpio Classic S11

Colors: silver white, silver black
● Specification
I. Engine: 2184cc
II. Mileage: 15kmpl
III. Max power: 130@3750
IV. Max Torque: 300@1600
V. Fuel type: Diesel
VI. Fuel Tank Capacity: 60Ltr.
VII. Seating Capacity: 9person.
VIII. Length (mm) : 4456
IX. Width (mm) : 1820

X. Height (mm) : 1995 4) Scorpio N

Colors: white, black, green
● Specification
I. Engine: 2184cc
II. Mileage: 16kmpl
III. Max power: 130@3750
IV. Max Torque: 300@1600
V. Fuel type: Diesel and Pertol
VI. Fuel Tank Capacity: 60Ltr.
VII. Seating Capacity: 7person.
VIII. Length (mm) : 4456
IX. Width (mm) :1820
Height (mm) : 1995
 CHAPTER-3
THEROTICAL BACKGROUND
THEORETICAL BACKGROUND
3.1 Introduction to Marketing:
Marketing is the basic reason for the existence of business organization. In the age of fast
changes, marketing is springboard of all activities. It works as the guide for all business/ no
business organization. It is powerful mechanism which alone can satisfy the needs and wants of
consumers at the place and price they desire. The success of a business depends largely on the
effectiveness with which its marketing strategies are formulated and implemented. Marketing is
said to be the eyes and ears of the business or organization because it keeps the business in
close contact with its economic, political, social and technological environment and informs it
of events that can influence its activities as per requirement of the market. Marketing helps in
having a food range of products in constants demand and suggests to the management the scope
for improving and developing new products to satisfy the changing customers‟ needs. Customer
is the king of market. Customer decide what product suit their needs.
Hundreds years ago, most firms were productions of oriented, that is the Manufactured focused
on production of quality products and then looked for People to purchase them. With
technological transformation the emphasis shifted to an effective sales force to find customers
for their growing output. After 1950, the shift to marketing was so emphatic that the
manufactures first took into consideration the customer wants and then manufactured their
goods accordingly.

3.2 Nature of Marketing:-

• Marketing is both consumer-oriented and competitors-oriented.
•It starts with consumer and ends at consumers by satisfying their needs.
•Marketing is the most important function of management.
•The long term objective of marketing is profit maximization through customer satisfaction.
•Marketing is an integrate process which is based on strategies and models. •Marketing
must deliver goods and services in exchange of money.

3.3 CONCEPT OF COMSUMER AND CUSTOMER:

Consumer:
A Consumer is a person or group up of people who are the final users of the products and
services. It generated within a social system. The concept of a consumer may vary significantly
by context or an individual who buys products or services for personal use and not for
manufacturer or reseller.
Customer:
A customer is the focal point of the marketing mix. He is not dependent on the seller in reality;
the seller is dependent upon him. A customer (sometimes known as a client, buyer, or purchaser)
is the recipient of a goods, services, or product and ideas, obtained from a seller, vendors, or
suppliers for a monetary or other valuable consideration. Customers are generally categorized into
two types:
1. An intermediate customer or trade customer who is dealer those purchase goods for
resale.
2. An ultimate customer who does not in turn resale the things bought but either

passes them. To the customer or actually is the customer.

3.4 CONSUMER PREFERENCE:
The term „consumer‟ means the end user of the product who not only consumes the product but also
gives the feedback to the company.
Consumer Preference It is a concept, used in the social sciences, particularly economics. It assumes a
real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives,
based on happiness, satisfaction, gratification, enjoyment, utility they provide. It can be seen as a source
of motivation. In cognitive sciences, individual preferences enable choice of objectives/goals.

DEFINITION OF BUYING BEHAVIOR:

“Buying Behavior is the decision processes and acts of people involved in buying and using products.”

CONSUMER BUYING BEHAVIOR:

Consumer Behavior It may be defined as” the decision process and the physical activities individuals
engage in when evaluating, acquiring, using or disposing of goods and services.
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and
the processes they use to select, secure, use, and dispose of products, services, experiences to satisfy
needs and the impacts that these processes have on the consumer and society."
● Consumer behavior involves the use and disposal of products as well as the study of how they are
purchased. Product use is often of great interest to the marketer, because this may influence how a
product is best positioned or how we can encourage increased consumption.
● Consumer behavior involves services and ideas as well as tangible products.
● The impact of consumer behavior on society is also of relevance.

Stage Model of the buying process:

This model implies that consumers pass through all five stages in buying a product. This may be the
case in high-involving purchases. In low-involvement purchases, consumers may skip or reverse
some of these stages. This model shows the full range of considerations that arise when a consumer
face a highly involving new purchase.

3.5 NEED OR IMPORTANCE OF CONSUMER BEHAVIOUR:

The modern marketing management tries to solve the basic problems of consumers in the area of
consumption. To survive in the market, a firm has to be constantly innovating and understand the
latest consumer needs and tastes. It will be extremely useful in exploiting marketing opportunities
and in meeting the challenges that the Indian market offers. It is important for the marketers to
understand the buyer behavior due to the following reasons:
The study of consumer behavior for any product is of vital importance to marketers in shaping the
fortunes of their organizations:
It is significant for regulating consumption of goods and thereby maintaining economic stability. It
is useful in developing ways for the more efficient utilization of resources of marketing. It also
helps in solving marketing management problems in more effective manner.
Today consumers give more importance on environment friendly products. They are concerned
about health, hygiene and fitness. They prefer natural products. Hence detailed study on upcoming
groups of consumers is essential for any firm.
The growth of consumer protection movement has created an urgent need to understand how consumers
make their consumption and buying decision.
Consumers‟ tastes and preferences are ever changing. Study of consumer behavior gives
information regarding color, design, size etc. which consumers want. In short, consumer behavior
helps in formulating of production policy.
For effective market segmentation and target marketing, it is essential to have an understanding of
consumers and their behavior.
3.6 CATEGORIES AFFECT THE CONSUMER BUYING FACTORS:
A consumer, making a purchase decision will be affected by the following three factors: The
marketer must be aware of these factors in order to develop an appropriate MM for its target
market.
1. PERSONAL FACTOR:
Unique to a particular person. Demographic Factors. Sex, Race, Age etc. Who in
the family is responsible for the decision making? Young people purchase things for
different reasons than older people.

2. PSYCOLOGICAL FACTOR: Psychological factors include:

● Perception- What do you see?? Perception is the process of selecting, organizing and
interpreting information inputs to produce meaning. IE we chose what info we pay attention
to, organize it and interpret it.
Information inputs are the sensations received through sight, taste, hearing, smell and touch. ●
Ability and Knowledge-Need to understand individual‟s capacity to learn. Learning, changes
in a person's behavior caused by information and experience. Therefore to change consumers'
behavior about your product, need to give them new information re: product...free sample etc. ●
Attitudes- Knowledge and positive and negative feelings about an object or activitymaybe
tangible or intangible, living or non- living. ... Drive perceptions Individual learns attitudes
through experience and interaction with other people. Consumer attitudes toward a firm and its
products greatly influence the success or failure of the firm's marketing strategy.
3. SOCIAL FACTOR:
Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference
groups, social class and culture.
● Opinion leaders- Marketers try to attract opinion leaders...they actually use
(pay) spokespeople to market their products.
● Roles and Family Influences- Role...things you should do based on the
expectations of you from your position within a group. People have many roles.
Husband, father, employer, Individuals role are continuing to change therefore
marketers must continue to update information. Family is the most basic group a
person belongs to Marketers must understand. That many family decisions are made by
the family unit. ● Reference Groups--Individual identifies with the group to the extent
that he takes on many of the values, attitudes or behaviors of the group members.
Families, friends, sororities, civic and professional organizations. Any group that has a
positive or negative influence on a person‟s attitude and behavior. Membership groups
(belong to) Affinity marketing is focused on the desires of consumers that belong to
reference groups.
● Social Class- an open group of individuals who have similar social rank. Social
class influences many aspects of our lives. Social class determines to some extent, the
types, quality, and quantity of products that a person buys or uses.

3.7 Concept of Customer satisfaction:

Customer Satisfaction:-
“Satisfaction is a person‟s feeling of pleasure or disappointment resulting from
comparing a product or services perceived, performed in relation to his/ her expectation”.
–Philip Kotlar
Customer satisfaction is a term frequently used in marketing. It is a measure of how products and
services supplied by a company meet or surpass customer expectation. In a competitive market,
place where businesses compete for customers. Customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy. Many companies
are aiming for high satisfaction because customers who are just satisfied still find it easy to switch
when a better offer coming to market.

CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION
 Data Analysis and Interpretation
Table No:- 1

Table showing the gender of the respondent.

Sr. no Gender No of respondent Percentage

1 Male 48 96%
2 Female 2 4%
 Total 50 100%

Gender

4%

male
female
96%

Interpretation:-

The above chart shows the respondents gender. Out of the total 50 respondent 96% of the
respondent are male respondents and the remaining 4% are female respondents.
 Table No:- 2

Table showing the age of the respondent.

Sr No. Age No of respondent Percentage

1 20-30 0 0%
2 30-40 32 64%
3 40-50 17 34%
4 50 And Above 1 2%

Total 50 100%

Age
20-30 30-40 40-50 50 And Above

2% 0%

34%

64%

Interpretation:-

The above chart shows the respondents age group. Out of the total 50 respondent 64% of the
respondent fall under the age group 30-40 and 34% of the respondent fall under the age group
40-50 and the remaining 2% 50 and above.
 Table No:- 3

Table showing the occupation of the respondent.

Sr No. Occupation No of respondent Percentage
1 Employee 28 56%
2 Businessman 18 36%
3 Professional 4 8%
4 Other 0 0%
Total 50 100%

Occupation
0

8%

36% Employee
56% Businessman
Professional
Other

Interpretation:-
 Table No:- 4

The above chart shows the occupation of the respondents. Out of the total 50 respondent 56% of
the respondents are employee and 36% are business man and the remaining 8% are
professional.

Table showing the monthly income of the respondent.

Sr No. Monthly Income No of respondent Percentage

1 Under 35,000/- 0 0%

2 35,001 To 60,000/- 23 46%

3 60,001/- To 1,00,000/- 8 16%
4 Above 1,00,000/- 19 38%
Total 50 100%
 Table No:- 5

Monthly Income
0%

38%
46% Under 35,000/-
35,001 To 60,000/-
60,001/- To 1,00,000/-
16%
Above 1,00,000/-

Interpretation:-

The above chart shows the monthly income of respondents. Out of the total 50 respondent 46%
respondents monthly income are 35,001/- – 60,000/- and 38% are above 1,00,000/- and 16%
60,001/- - 1,00,000/-
 Table No:- 5

(I).

Table showing the family members of the respondent.

Sr No. Family Members No of respondent Percentage

1 1 to 3 1 2%

2 3 to 5 32 64%
3 5 to 7 17 34%

4 More Than 7 0 0%

Total 50 100%

Family Members
2%

64%

1 to 3
1.2
3 to 5
5 to 7
34%
more than 7

Interpretation:-
 Table No:- 5 (II)

Sr

The above chart shows the number of family members of the respondents. Out of the total 50
respondent 64% of the respondent have family member 3 to 5 and 34% have 5 to 7 and the
remaining 2% have 1 to 3.

i) Table showing the respondents influence for Scorpio.

Sr No. Particulars No of respondent Percentage
1 Friend‟s Advice 8 16%
2 Advertisement 28 56%
3 Relatives Opinion 9 18%
4 Social Media 5 10

Total 50 100%
 Table No:- 5 (II)

Particulars

10% 16%
18%
Friend’s Advice
Advertisement
Relatives Opinion
56% Social Media

Interpretation:-

The above chart shows the decision of respondents from where they get influenced. Out of the
total 50 respondent 56% of the respondent got influenced by advertisement and 18% by
relative‟s opinion and 16% by friend‟s advice and remaining 10% by social medias.

ii) Table showing the comparison before buying this car of the respondent.
No. Particulars No of respondent Percentage
1 Maruti 28 56%
2 Hyundai 13 26%
3 Renault 4 8%
4 Honda 5 10%
 Table No:- 5 (II)

Sr

5 Tata 0 0%
6 Others 0 0%
Total 50 100%

Particulars
0% 0%

10%
8%
Maruti
Hyundai
56% Renault
26%
Honda
Tata
Others

Interpretation:-

The above chart showing the comparison of respondent before buying the car. Out of the total 50
respondent 56% of the respondent compared Maruti and 26% of the respondent compared
Hyundai and 10% of the respondent compare Honda and the remaining 8% Renault.
 Table (II)

Sr No.

No:-5

iii) Table showing duration of use of four wheeler.

Duration of use No of respondent Percentage
1 0 Year 13 26%
2 Up to 3 Years 34 68%
3 4-5 Years 2 4%
4 Above 5 Years 1 2%
Total 50 100%

Duration of use
2%
4%
26%

0 Year
Up to 3 Years
4-5 Years
68%
Above 5 Years

Interpretation:-

The above chart shows the duration of use of the respondent for four wheelers. Out of the total
50 respondent 68% of the respondent used it for up to 3 years and 26% of the respondent used it
for 0 years and 4% for 4- 5 years and the remaining 2% above 5 years.
 Table No:- 6

Sr

Table showing the respondents satisfaction towards the service provided.

No. Satisfaction No of respondent Percentage
1 Highly Satisfied 48 96%
2 Satisfied 2 4%
3 Dissatisfied 0 0%
4 Highly Dissatisfied 0 0%
Total 50 100%

Satisfaction
0%
4%

Highly Satisfied
Satisfied
Dissatisfied

96% Highly Dissatisfied

 Table

Sr No.

Interpretation:-

The above chart shows the respondents satisfaction toward the service provided by dealer .Out of
the total 50 respondent 96% of the respondent are highly satisfied and 4% are just satisfied.

No:-7

Table showing the recommendation for Scorpio.

Recommendation No of respondent Percentage
1 Definitely 50 100%
2 May Be 0 0%
3 May Not Be 0 0%
4 Will Not 0 0%
Recommended
Total 50 100%
 Table No:- 8

Sr

Recommendation
0%

Definitely
May Be
May Not Be
Will Not Recommended

100%

Interpretation:-

The above chart shows the recommendation of respondents toward Mahindra Scorpio. Out of the
total 50 respondent 100% of the respondent will definitely recommend for the Mahindra
Scorpio.
 Table No:- 9

Table showing the switch over for the new model.

Sr No. Particulars No of respondent Percentage

1 Yes 25 50%
2 No 3 6%
3 May Be 0 0%
4 Can‟t Say 22 44%
Total 50 100%

Particulars

44%
50% Yes
No
May Be
Can’t Say
6%

0%

Interpretation:-

The above chart switch over of the model of respondents while new model .Out of the total 50
respondent 50% of the respondent have switch over to the new model and 44% can‟t say and 6%
do not .
 Table No:- 10

Sr No. Percentage

Table showing influence by family members by Scrpio.

Particulars No of respondent
1 Yes 34 68%
2 No 16 32%
3 Not Sure 0 0%
Total 50 100%

Particulars
0%

32%

Yes

68% No
Not Sure

Interpretation:-
 Table No:- 11

Sr No. Percentage

The above chart shows the respondents influence by family members. Out of the total 50
respondent 68% of the respondents got influenced by the family members and 32% do not.

Table showing the feature the respondent like the most.

Particulars No of respondent
1 Safety 40 80%
2 Looks 0 0%
3 Tape 0 0%
4 Design 10 20%
Total 50 100%
 Table No:- 12

Sr No. Percentage

Particulars

0% 20%

0%
Safety
Looks
Tape
80%
Design

Interpretation:-

The above chart shows the respondent features they like in the car. Out of the total 50 respondent
80% of the respondent like the feature safety and 20% of the respondent like design.
 Sr No. Percentage

Table No:-11. A) Price.

Table showing the satisfaction for price of the respondent.

Particulars No of respondent
1 Satisfied 35 70%
2 Dissatisfied 15 30%
Total 50 100%

Price

30%

Satisfied
70% Dissatisfied

Interpretation:-

The above chart shows respondents satisfaction level towards Mahindra Scorpio .Out of the
total 50 respondent 70% of the respondent are satisfied and 30% are not satisfied.
 Sr No. Percentage

Table No:-11. B) Mileage.

Table showing the mileage of the respondent.

Particulars No of respondent
1 Satisfied 39 78%
2 Dissatisfied 11 22%
Total 50 100%

Mileage

22%

Satisfied
Dissatisfied
78%

Interpretation:-

The above chart shows respondents satisfaction level towards Mahindra Scorpio. Out of the
total 50 respondent 78% are satisfied and the remaining 22% are not satisfied.
Sr No. Percentage

Table No:-11. C) Performance.

Table showing the performance of the respondent.

Particulars No of respondent
1 Satisfied 43 86%
2 Dissatisfied 7 14%
Total 50 100%

Performance

14%

Satisfied
Dissatisfied
86%
 Sr No. Percentage
Interpretation:-

The above chart shows respondents satisfaction level towards Mahindra Scorpio. Out of the
total 50 respondent 86 % are satisfied and the remaining 14 % are not satisfied .
 Sr No. Percentage
Table No:-11. D) Quality.

Table showing the quality of the respondent.

Particulars No of respondent
1 Satisfied 43 86%
2 Dissatisfied 7 14%
Total 50 100%

Quality

14%

Satisfied
Dissatisfied
86%

Interpretation:-

The above chart shows respondents satisfaction level towards Mahindra Scorpio. Out of the
total 50 respondent 86% are satisfied and the remaining 14% are not satisfied .
 Sr No. Percentage

Table No:-11. E) Design.

Table showing the design of the respondent.

Particulars No of respondent
1 Satisfied 45 90%
2 Dissatisfied 5 10%
Total 50 100%

Design

10%

Satisfied
Dissatisfied

90%

Interpretation:-

The above chart shows respondents satisfaction level towards Mahindra Scorpio. Out of the
total 50 respondent 90% are satisfied and the remaining 10% are not satisfied .
 Sr No. Percentage

Table No:-11. F) Sales And Services.

Table showing the sales and services of the respondent.

Particulars No of respondent
1 Satisfied 47 94%
2 Dissatisfied 3 6%
Total 50 100%

Sales And Services

6%

Satisfied
Dissatisfied

94%

Interpretation:-

The above chart shows respondents satisfaction level towards Mahindra Scorpio. Out of the
total 50 respondent 94% are satisfied and the remaining 6% are not satisfied .
Sr No. Percentage
 Sr No.

Table No:- 12

Table showing the of the respondent.

Particulars No of respondent Percentage
1 Yes 50 100%
2 No 0 0%
Total 50 100%

Particulars
0%

Yes
No

100%

Interpretation:-

The above chart shows the respondent used the brand Mahindra influenced by Scorpio. Out of the
total 50 respondent 100% of the respondent are influenced by Scorpio .
 CHAPTER-5
OBSERVATION & FINDINGS
 FINDINGS :-

1) It is been found that out of the total respondents 96% are male.
2) It is been found that out of the total respondents 64% of the respondent fall under the age group
30-40.
3) It is been found that out of the total respondent 56% of the respondent are employee.
4) It is been found that out of the total respondent 46% of the respondent have monthly income
35001-60000.
5) It is been found that out of the total respondent 64 % of the respondent have family members 3
to 5.
6) It is been found that out of the total respondent 56% of the respondent got influenced through
advertisement.
7) It is been found that out of the total respondent 56 % of the respondent have compared between
maruti car.
8) It is been found that out of the total respondent 68 % of the respondent have used four wheeler
for upto 3 years.
9) It is been found that out of the total respondent 96% of the respondent are highly satisfied with
the service provided by the dealer.
10) It is been found that out of the total respondent 100% of the respondent will definitely
recommend for baleno car.
11) It is been found that out of the total respondent 50% of the respondent will switch over for new
model ,.
12) It is been found that out of the total respondent 68% of the respondent are influenced by family
members.
13) It is been found that out of the total respondent 80 % of the respondent like the feature for
safety.
14) It is been found that out of the total respondent 70 % of the respondent are satisfied with price.
15) It is been found that out of the total respondent 78% of the respondent are satisfied with milege.
16) It is been found that out of the total respondent 86% of the respondent are satisfied with the
performance.
17) It is been found that out of the total respondent 86 % of the respondent are satisfied with
quality.
18) It is been found that out of the total respondent 90% of the respondent are satisfied with design.
19) It is been found that out of the total respondent 94% of the respondent are satisfied with sale
and services.
20) It is been found that out of the total respondent 100% of the respondent are influenced by brand
Mahindra buying Scorpio.
 CHAPTER-6 CONCLUSION &
SUGGESTIONS

SUGGESTION
1) Company should provide qualitative services to their existing customer for long term
Benefit.

2) Company should open more new showrooms into different district to expand the market
Share.

3) Company promotional activities have to accelerate with the new trends.

4) Company should maintain more relationship management with customer‟s ass customers
Are exploiting market towards buying of new cars.

5) Company should launch many competitive advantage methods so, company may not Suffer
declining of its sales.

CONCLUSION:

“A STUDY OF CONSUMER BUYING BEHAVIOUR OF SUV VEHICLES IN SOLAPUR WITH

SPECIAL RESFERENCE TO MAHINDRA GANDHI MOTAR‟S” it is been concluded that maximum
number of respondents are satisfied with buying Mahindra Scorpio and are satisfied with the service
provided by MAHINDRA and maximum number of respondents are satisfied with the service provided
by the dealer.
 Annexure Questionnaire

A Study Of Consumer Buying

Behaviour Of SUV Vehicles in solapur
With Special Reference To Mahindra
Gandhi motar‟s.
1) What type of car do you prefer ?
a. Small car b. long car c. Other
2) what is your perception about Mahindra automobile‟s product .
a. Very good b. Good c. Average d. Bad

3) if you are going to be a customer of Mahindra cars in future , what will be

your experience ?
a. More variety of car b. More value of month
c. Improved quality of car d. Better after-sales service

4) Which brand according to you is giving the most competition to Mahindra

automobile‟s in india ?
a. Tata b. Maruti , Suzuki c. Hyundi d. Ford

5) What about the price of Mahindra car‟s ?

a. Highly priced b. Moderate/Avg price c. Low price

6) Do you think that the cars of Mahindra are capable to attract today‟s
generations ?
a. Yes b. No c. Can not
7) What is the best think in Mahindra car‟s ?
a. Quality b. Style n design c. Service d. Price

8) Do you like the Mahindra Renault Logan ?

a. Yes b. No c. Fifty Fifty
9) What type of car (for safe travelling) is best in Mahindra .
a. Thar b. scorpio c. Bolero
d. XUV300

10) What do you think ? what is the fuel average of Mahindra car‟s ?
a. 10km/ 12km b. 15km/17km c. 20km/22km d.25km/27km

11) How many time you get to decide to parches Mahindra car?
a. 1 manth b. 2 to 3 manth c. 5 to 7 manth d. more than 1 year
 CHAPTER-7
BIBLIOGRAPHY

BIBLIOGRAPHY:
1. www.mahindra.com
2. www.http://mahindra.vgandhigroup.com

BOOKS:
1. Author:- Anad Mahindra
2. Book Title:- The Mahindra Story
3. Publication Date:- 2 1February