“A Study on Customer Satisfaction Towards Mahindra Tractors”

Abstract

The tractor industry plays an important role in improving agricultural productivity by providing efficient and modern farming solutions. Among the leading tractor manufacturers in India, Mahindra Tractors has established a strong reputation for quality, durability, fuel efficiency, and technological advancement. Customer satisfaction has become a critical factor in determining the long-term success of tractor manufacturers because satisfied customers are more likely to remain loyal, recommend the brand to others, and continue purchasing the company's products.

The present study examines customer satisfaction towards Mahindra Tractors. The research focuses on evaluating customer opinions regarding tractor performance, fuel efficiency, durability, pricing, after-sales service, spare parts availability, dealer support, and overall brand image. A descriptive research design was adopted for the study. Primary data were collected from 100 Mahindra tractor customers using a structured questionnaire, while secondary data were collected from books, journals, company reports, and reliable online sources. The collected data were analysed using percentage analysis and appropriate statistical techniques to identify the major factors influencing customer satisfaction.

The study found that product quality, engine performance, after-sales service, and dealer support significantly influence customer satisfaction. The research concludes with practical recommendations to improve customer experience, strengthen customer loyalty, and enhance Mahindra's competitive position in the agricultural machinery market.