International Journal of Advances in Engineering and Management (IJAEM)

Volume 4, Issue 5 May 2022, pp: 2789-2793 www.ijaem.net ISSN: 2395-5252

The Study of Rural Marketing Strategies of

Mahindra Tractors
Dr R Sridevi, S Premkumar
Assistant professor , Department of B Com PA Sri Ramakrishna College of Arts & Science, Coimbatore.
Final year student, Department of B Com PA(shift II) Sri Ramakrishna College of Arts & Science,
Coimbatore.

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Submitted: 20-05-2022 Revised: 29-05-2022 Accepted: 01-06-2022
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ABSTRACT: AbstractThis paper presents a review about the
This project is the opportunity for the student to impact of brand equity and brand awareness on the
help to gain practical knowledge about the chosen purchasing intentions of the consumers. The
study topic. Tractor is one of the major vehicle for purpose of the paper is to elaborate the relation
the uses of agriculture. The objectives of the study between the awareness of a brand and the intention
is to find the factors that influence people to buy of consumer of buying that brand. This has been
Mahindra tractor . well structured questionnaire has done by going through different literature and
been created and collected a total of 105 responses articles by different authors. It will help the readers
from the peoples around the Kovilpatti. The to come across the work done by various well
responses can be used to determine the needs and known authors at one place and hence will help to
wants of the users by analyzing the responses that know how knowing a brand well will affect the
are gathered. The brand awareness are plays an consumer in making decision about buying a
important role in success of business. The aims to product.
investigate the degree of brand identity in the Mohammad Hamid Published on: 2012:
minds of the customers and the perception of Brand recognized, Brand perception, Product
customers towards the Mahindra and Mahindra quality, & Product innovation. Abstract: Innovation
tractors. is one of the most important concerns of each
Key words : Brand awareness, Rural marketing. organization and its role in the development and
coordination of the market is inalienable.
I. INTRODUCTION: Innovation in all human areas is applicable from
MAHINDRA TRACTOR : It is a tractor product development, methods of management,
used to agriculture, business, other purposes. Most ways of doing works and etc.In all of definition
tractors are used to the farming purpose are used for innovation, changing or improvement of
ploughing, tilling and pulling smallimplements like the process or product are common. Innovation is a
harvesters, trailers,etc…In the present competitive process that begins with introduction to plan of an
scenario it is very essential to know the needs of idea and will become a new function and so it
the customers and fulfilled by the company. different from creation.The main point is that
Consumers satisfaction is themain things, which innovation is different from creativity. In this paper
one is satisfied to expansion and progress in any the important of innovation and its crucial role in
business. The study is through primary data and growth, survival and success of organizations is
other information there by preparing discussed.
questionnaire. There sample size was 105
consumers. Study of customer’s attitude towards Keller Year: 1993 Abstract: The study is
the product in hand is also one of the main things focused on brand learning. Brand awareness, Brand
then companies and user’s relationship is very recall and brand recognition. The importance of
important to growth the business. branding in industrial contexts has increased, yet a
comprehensive model of business-to-business
II. REVIEW OF LITERATURE : (B2B) branding does not exist, nor has there been a
Prof. Zarlishshahid Published on: 2017: thorough empirical study of the applicability of a
Brand awareness, Brand equity, Brand loyalty. full brand equity model in a B2B context. This

DOI: 10.35629/5252-040527892793 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 2789
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 4, Issue 5 May 2022, pp: 2789-2793 www.ijaem.net ISSN: 2395-5252

paper aims to discuss the suitability and limitations customers demand and expectations. It helps in
of Keller's customer-based brand equity model and understanding the need and preferences of the
tests its applicability in a B2B market. customers.
Design/methodology/approach – The study
involved the use of semi-structured interviews with OBJECTIVES OF STUDY :
senior buyers of technology for electronic tracking  To study the awareness of brand of
of waste management. Findings – Findings suggest tractors in Kovilpatti.
that amongst organizational buyers there is a much  To analyze the consumer preference on
greater emphasis on the selling organization, Mahindra tractor.
including its corporate brand, credibility and staff,
than on individual brands and their associated
dimensions. Research limitations/implications – SCOPE OF STUDY :
The study investigates real brands with real The main aim of this study of rural
potential buyers, so there is a risk that the results marketingstrategyof Mahindra tractor and aware
may represent industry-specific factors that are not of people.
representative of all B2B markets. Future research
that validates the importance of the Keller elements RESEARCH METHODOLOGY
in other industrial marketing contexts would be This study has used primary data for collecting
beneficial. Practical implications – The findings are primary data for gathering essential information
relevant for marketing practitioners, researchers a very much organized survey was dispersed to
and managers as a starting-point for their B2B the individual in the form of Google forms.
brand equity research. Originality/value – Detailed
insights and key lessons from the field with regard DATA COLLECTION :
to how B2B brand equity should be concept For this study primary data were collected from
visualized and measured are offered. A revised around the Kovilpatti.
brand equity model for B2B application is also
presented PRIMARY DATA:
Sharp Year: 1995 Abstract: All the firms’ The primary data were obtained through market
intangible assets which are distinct from internal& survey by Questionnaire method in Kovilpatti
intangible assets. brand awareness brand recall region
brand image customer relationship.The ability to
grow high-quality semi-insulating quantum wells SAMPLE SIZE :
that have both sharp excitonic spectra and ultrafast 105samples are collected by the Google form.
carrier lifetimes has been an elusive goal. For
instance, low-temperature-growth (LTG) GaAs has SAMPLE TECHNIQUES :
attracted significant recent attention as a In this study, I have used simple random
marketable ultrafast second photoconductor. samplings for analysis.
However, investigators concluded that excitons in
low-temperature- growth multiple quantum wells TOOLS USED FOR THE STUDY :
(MQW) are too severely broadened for any Percentage Analysis Method tool was used for
applicable use. this study.

III. STATEMENT OF PROBLEM : LIMITATION OF THE STUDY :

This project was carried out to know the  The study was restricted to the kovilpatti
rural marketing strategy of Mahindra tractors in surroundings only. Therefore the result of
Mahindra and Mahindra Ltd In around the study cannot be generalized to other places.
Kovilpatti. The study focuses on analyzing from  Due to time shorten, the extensive research
the Mahindra tractor users. Hence it studies could be taken. The sample size are 105
marketing activities. The study also how did they customers only.
buy this tractor, motivating factor, which factor  Analysis data collected by questionnaire
influenced to buy and problems faced by the from the Mahindra tractor users.
customer. The result of the study helps the  The customer preference and responses
company to customers need and problems. And it would change over a period of time.
also provides a base for the company to know the

DOI: 10.35629/5252-040527892793 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 2790
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 4, Issue 5 May 2022, pp: 2789-2793 www.ijaem.net ISSN: 2395-5252

IV. PERCENTAGE ANALYSIS METHOD

Table - 1
Profile of the respondents
VARIABLES FACTORS FREQUENCY PERCENTAGE
Below 25 28 26.7%
25-30 Years 19 18.1%
Age 31-35 Years 30 28.6%
Above 35 Years 28 26.7%
Total 105 100%
High school 45 52.3%
Educational Graduate 33 38.4%
status Post graduate 4 4.2%
Others 23 5.1%
Total 105 100%
Below 40000 18 17.3%
40000-80000 12 10.6%
Annual income 80000-120000 24 23.1%
120000 and above 51 49%
Total 105 100%

INTERPRETATION AND ANALYSIS : % of the respondents from the farmers. 52.3% of

It can be gathered from the above table the respondents from the high school level, 49%
the majority of the respondents belongs to the age of the respondents annual income is 120000 and
group of below 25 years and above 35 years, 85.8 above.

Table – 2
Consumer awareness on Mahindra tractor
VARIABLES FACTORS FREQUENCY PERCENTAGE
Which mode want to buy Cash 49 46.7%
Bank loan 32 30.5%
Finance 24 22.9%
Total 105 100%
What factor influenced Advertising 22 21%
Relatives 27 25.7%
Company goodwill 14 13.3%
Self 35 33.3%
Others 7 6.7%
Total 105 100%
Motivating factor Price 16 15.4%
Model 24 23.1%
Quality 32 30.8%
Goods and services 23 22.1%
Brand 9 8.7%
Total 105 100%
How did you come to TV adds 18 17.1%
know Magazines 17 16.2%
Words of mouth 48 47.5%
Others 16 15.2%
Total 105 100%

DOI: 10.35629/5252-040527892793 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 2791
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 4, Issue 5 May 2022, pp: 2789-2793 www.ijaem.net ISSN: 2395-5252

INTERPRETATION AND ANALYSIS : quality of the tractor , 47.5% of the respondents

It is revealed from the above table the said words of mouth to come to know. 33.3% of
46.7% of the respondents said cash mode to buy, the respondents are self factor influenced to buy
30.8% of the respondents motivating factor is this tractor.

Table – 3
Consumer preference on Mahindra tractor
VARIABLE FACTOR FREQUENCY PERCENTAGE
Single 80 76%
Ownership Duel 25 24%
Total 105 100%
Purpose of purchasing Agriculture 53 50.5%
tractor Business 30 28.6%
Other purpose 22 21%
Total 105 100%
Excellent 23 21.9%
Satisfied after sales and Good 49 46.7%
service Neutral 25 23.8%
Average 6 5.7%
Poor 2 1.9%
Total 105 100%
Mahindra 48 45.7%
Aware of different Escort 21 20%
brands Swaraj 24 22.9%
Eicher 12 11.4%
Total 105 100%
Excellent 28 26.7%
Good 47 44.8%
Vehicle performance Neutral 25 23.8%
Average 4 3.8%
Poor 1 1%
Total 105 100%
Very high 19 18.1%
High 54 51.4%
About pricing Reasonable 30 28.6%
Less 2 1.9%
Total 105 100%
Mileage 17 16.2%
Engine repairs 42 40%
Problems faced Hydraulic 29 27.6%
pumps
Others 17 16.2%
Total 105 100%

INTERPRETATION AND ANALYSIS : respondents said the price of the tractor is high,
The above table majority of the 40% of the respondents said engine problems are
respondents 74% said ownership of the tractor is faced by the customers.
single, 50.5% of the respondents said purpose of
purchasing the tractor for agriculture, 46.7% of V. FINDINGS :
the respondents said satisfied after sales and  Most of the respondents education
services is Good, it’s found that most of qualification are High school
respondents said Mahindra is good compared  From the study it is found that Mahindra is
with other tractors, 44.8% of the respondents said leader the of tractor industry.
vehicle performance is good, 51.4% of the

DOI: 10.35629/5252-040527892793 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 2792
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 4, Issue 5 May 2022, pp: 2789-2793 www.ijaem.net ISSN: 2395-5252

 It is found that most of the respondents give kovilpatti. I observed the users more trust its
more preference to Mahindra tractors. brand name and quality it is easy to retain their
 From the survey it is found that most of the customer. In around the kovilpatti to others
respondents are unaware of Mahindra and companies Mahindra is higher position in the
Mahindra services. kovilpatti. The main competitors of Mahindra
 Majority of respondents are purpose of tractor in this scenario Escort and Swaraj tractors,
purchasing the Mahindra tractor are Farmers. I come to know the marketing strategies helps to
 From the study it was found that most ofthe increase the sales and services, and they applied
respondents want to use the Mahindra tractors and executed.
performance is good .
 From the survey it was found that according to REFERNCE
respondents quality of tractor help to build [1]. Babin, B. J., Dardin, W. R., & Griffin, M.
good brand image. (1994). Work and/or fun: Measuring hedonic
 Most of the respondents to know from words and utilitarian shopping value. Journal of
of mouth to buy this tractor. Consumer Research, 20, 644-656.
[2]. Bagwell, L. S., &Bernheim, B. D. (1996).
VI. SUGGESTI0N : Veblen effects in a theory of conspicuous
One of the major problem for the rural consumption. The American Economic
areas, users of tractors facing in tractor mileage, Review, 86(3), 349-373.
it would be nice if the tractor mileage [3]. Bandura, A. (1982). Self-efficacy mechanism
increased.Most of the tractor users want to the in human agency. American Psychologist, 37,
increase their service centers. The company 122- 147
should increase field assistants, to know the [4]. Bandura, A., & Adams, N. E. (1977).
problems faced by the customers. The tractor Analysis of self-efficacy theory of behavioral
price is high because they are using their tractor change. Cognitive Therapy and Research,
for agriculture based activities, so to reduce the 1(4), 287-31
tractor price and also increase the sales. [5]. Cohen, Willian A..(2005). The marketing
plan fourth edition. John Wiley& Sons, Inc.
[6]. Kerin, Hartley, Berkowitz, Rudelius S
VII. CONCLUSION :
(2006).Marketing. Eight Editions. McGraw-
After doing this project in Mahindra
Hill Irwin.
tractors have a good market share in kovilpatti
and good learning experience for me. According
to survey majority of the users satisfied with
overall services provided by Mahindra tractors.
Its overall performance is very good in the

DOI: 10.35629/5252-040527892793 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 2793