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A STUDY ON CUSTOMER SATISFACTION OF

ESCORTS AND MAHINDRA TRACTORS IN

CUDDAPAH REFERENCE TO GOLD FIELDS &

COMPANYINTRODUCTION

As customers, people perform some activities. They shop for the

goods and services they need. They read and listen to advertisements (now

talk with sales people, walk around street and do window shopping), to find

out what is available in which qualities at what prices. And they are

continually deciding among stores, products, and brands and models. Again

as consumers, people are searching them to obtain information from them

getting the goods and services to them, and ultimately. 'Selling them. The

result of this consumer performed and business-performed activities are a

flow of goods and services from producers to consumers.

In order to under take the marketing programme among different

segment, the marketing department must find out as to

1. Who influences the buying decision?

2. Who makes the buying decision?

3. Who makes the actual purchase?

4. Who uses the product?

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Four different individuals may be involved or only one member may

do all the four tasks. The decision to buy a product, influences the marketing

policies, of the firm regarding its products, channels of distribution and

promotion.

Decision making process in buying consists of five steps, vic.,

1. Recognition of unsatisfied wants

2. Identification of alternatives.

3. Evaluation of alternatives

4. Purchase decision

5. Post purchase behavior.

Market research may be defined as the systematic gathering recording

and analyzing of data about marketing problems towards the end of

providing information useful in marketing decision making.

Marketers have probably always carried on a certain amount of do-it-

yourself research. With the rise of mass production and mass marketing,

growing numbers of marketing executives have become more and more

remote from their companies final markets. The market research is becoming

more essential.

The research was conducted on the survey of the decision Making of

the Tractor Buyers", thinking it as the essential part. The customer is the2

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main person here in marketing. His decision to purchase a product is more

essential. Without the proper decision, the customers will not purchase a

product. The marketers initially have to influence the Decision of the

customers so as to exist in the market and to face the competition.

About 70% of the Indian populations are dependent of Agriculture.

This progress was primarily due to the expansion of the area under irrigation

practices along with farm mechanisation. As Indian agriculture entered the

90's stringent signals of the unsuitability of grains have begun posing a

threat to the Indian Agriculture market. So the need for farm mechanisation

has aroused in the present scenario.

With this view "The Study on Customer Satisfaction of Escorts and

Mahindra Tractors in Kadapa District is carried out.

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Industry ProfileMarketing has already to India and it exists in India. Yes, it is true in

tractor market too. There are 17 tractors manufacturers with an installed

capacity of producing 2.4 lakh units annually and the technological gap

between India & International tartars is relatively smaller than that existing

in the other four-wheeler automobile sectors.

These factors created a keen competition among the tractor

manufacturers, diving them to adopt latest marketing concepts to exist in the

race of tractor marketing. The first Green Revolution was due to plant

breeders, who gave the high potential seeds. The second and the succeeding

green revolution include tractors, harvesters and other agricultural

implements and equipments. Given the availability of basic farm inputs high

Yielding crop seeds, fertilizers and irrigation resources, a major effort to

provide agricultural machines, implements and equipments will go along

way in raising productions as well as productivity and in employment

generation. Government has fully realized this need and is giving significant

importance to farm machinery i.e., tractors Harvesters etc. Which is doing

successfully in the recent years and is expected to a continue this has created

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an enormous scope for the tractor industry to flourish. The fruits of fa5rm

Mechanisation that are being reaped in states of Punjab, Haryana, western

U.P and parts of are outstanding examples for the possibilities that exists to

improve the farm output with more power, in developing and under

developed states. In pubjab, Haryana and Uttarpradesh, the density of

tractors is a 36.6, 25.6 & 9.0 tractor respectively per 100 Hec. Of grass

cropped area. Crop yield in these states in 3195, 2022 and 1512 kg per Hec.

Respectively. This when compared to all India level of 5.8 tractors / 1000

Hec of gross crop area shows an enormous potential available for farm

mechanization in the developing area such as Orissa, Kerala, parts of Andhra

Pradesh, Karnataka. Tamilnadu and parts of Madhya pradesh. This shows a

good future for the tractor industry and all the manufacturers are planning to

tap the potential through various marketing strategies, Improved products

suitability for various operations etc., and also to meet this demand by long

term productions plans. The government polices have been very positive

encouraging farmers to increase productivity through advanced techniques

in agriculture. The planning commission in seventh plans has stressed need

to accelerate the annual productive growth. NABARD, within its limited

resources has been giving support to tractor financing. About 80% of the

tractor sales are due to the credit provided by commercial banks and private5

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financial institutions. Although the competition in the tractor industry is stiff

and is likely to increase in the coming years with new entrants to the field,

the future of the industry looks bright. Thus the farmer community and

tractor industry are gearing up to meet the challenges, possessed by

increasing population poverty and unemployment. They are committed to

realization of second green revolution with farm mechanization as the

Locomotive.

Tractor market in India is as old as our Independence. In 1948 Massey

Ferguson Tractor company has entered Indian Market; by appointing Escorts

& Simpson as distributors for North and South India respectively

subsequently the simson started producing of tractors in 1958. With

collaboration of Massey Ferguson. With this Escorts ceased the distribution

of MF Tractors and started import and Users Tractors from poland. In 1961

Escorts started production of Escort range of tractors with technical know

how from M/s. Moto Import of Poland. In 60's many companies started

manufacturing of tractors. Mahindra and Mahindra limited produced tractors

with collaboration of International Harvesters of UK &M/s voltas limited

have marketed its tractors.

During the initial stages i.e., up to middle of 70's the growth in tractor

industry was at a lower pace. The manufacturers had to sell tractors by6

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educating and motivating the prospective farmers about the multiply usages

of tractors and advantages of tractors over conventional methods of farming

with tractors. The customers dependability on tractors has also become

more due to labour problems. This accelerated the growth rate and rapidly

the tractor industry started growing.

The production was meager as 880 units during 1961-62.The Green

Revolution in 1967-68 brought about heat in the Tractor market and

production picked up. During this period Government, recognising

importance of Farm Mechnisation for accelerated Green Revolution has set

up Agriculture Development Bank to extend credit to farmers. This inflow

of finance into tractor market made manufacturers to further invest for

increased production. In1974-75 world bank has extended credit to Farm

Mechanisation Sector or Liberal Terms. The Indian Tractor industry has

made an impressive growth during past three years.

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Company Profile

Name: ESCORTS LTD.

Address:

Corporate & Registered Office: H-2, Co naught Circus,

New Delhi 110 001.

Production Unit: ESCORTS Ltd., Farm Equipment Division,

18/4, Mathura Road, Faridabad 121 007, Haryana.

M/s Escorts Ltd. is the unchallengeable leader in the tractor market.

Escorts came into being with a vision. It is a vision that has achieved

profitability and has made huge contribution to the tractor industry of India.

Five Decades Of Engineering Change

The decade of Creation (1994-54)

The launch of Escorts Agents Pvt. Ltd in Lahore and setting in all up

again in Delhi after the country's partition. The beginning of an industry

legend, with a tractor franchise followed by India's First Institute of Farm

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Mechanisation. And the company's First Industrial Venture: Goetze (India)

Ltd., at Patiala in equity collaboration with Geotze of Germany.

The decade of Automation (1954-64)

Escorts goes public. A full-fleged manufacturing orientation takes

root with the commencement of Escorts own brand of tractorsand the next

major field of operation motor cycles. The company joins hands with Mahle

to product India's most advanced pistons.

The decade of Consolidation ( 1964-74)

Formation of the Ford-Escorts alliance for India's finest tractors. soon

to make the largest selling tractor manufacturers. Escorts employees

Ancillaries Ltd, a due venture in industrial democracy, comes into being.

Escorts receives FICCI award for its outstanding contribution to Indian

Agriculture. The company crosses the zonal boundaries with its first export

of 400 tractors to Afganistan, won in the global tender. a triumph of Escorts

quality and competitiveness, this was also perhaps the world's largest ever

commercial arilift of its kind.

The decade of diversification (1974-84)

One with Knur Burners follows an epoch-making alliance with JCB

for Indias first excavator adders for railway brakes. With Yamaha

Collaboration, Escorts becomes the countrys largest motorcycle9

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manufacturer. Acknowledged leadership in automotive ancillaries - Mahal

pistons and Goetze rings.

The decade of Globalisation (1984-1994)

Escorts enters into joint ventures with buy back arrangements with

class (Harvester combines ) and Heroin (Hydraulic values) providing an

entry to world markets. A tie-up with faun powers the company to

supremacy in hydraulic mobile cranes. Escorts fights an epic battle against a

corporate raid, the ultimate victory proving the unshakeable confidence of

the company's small shareholders countrywide. Escorts Heart Institute

Commissioned, hailed as among Asia's most advanced. Escorts turnover

crosses Rs.15 billion. In the sunrise telecom sector, alliances with

J.S.Telecom, A Bosch Company, and Huges Network Systems, world

leader in VSAT networks.

The decade Ahad: Mission Globalisation

Enhanced core sector investments, poweful new alliances. Global

network. Mega-projects and mega possibilities in the 21st century.

Associate & Subsidiary Companies of Escorts

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Escorts stands proud with an impressive list of its associates and

subsidiary companies.

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Goetze India Limited (GIL)

It was founded in 1954, especially for the production of piston rings.

This company is acknowledged as the market leader. the ISO 9002

certification adds status to this company and now accompanies the widest

range of Piston rings.

Escorts JCB Ltd (EJCB)

This is a joint venture between Escorts and JC Bamford Excavators

Ltd of UK & holds the distinction of having created the revolution in high

efficiency, low construction and earth moving equipment. It enjoys 80% of

the market share of the industry. It was awarded with ISO 9002.

Escorts Class Ltd (ECL)

This collaboration brings the worlds finest harvester combines, the

Crop Tiger, to India.

Escorts Heroin Ltd (EHL)

A joint venture with Herion Werke K G Germany. this company

manufactures high technology hydraulic values.

Escorts Tractors Limited (ETL)

ETL is the most successful engineering alliance in India. It enjoys

huge reputation because of power, fuel economy & sheer performance.

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Escorts Financial services Ltd (EFSL)

EFSL has a solid reputation in hire purchase, leasing, portfolio

management services, money market operations and vehicle finance. This

company is actively stepping up its presence in merchant banking &

corporate finance.

Escorts Communication Ltd (ECL)

Escorts began with EPABX & Key telephone systems, and then

moved into the manufacture of Rural automatic exchanges (RAX'S ). The

ECL RAX is recognised as a dependable, heavy-duty telecommunication

system.

Huges Escorts communications Ltd (HECL)

It is an alliance with Huges Network system, USA (the World's

largest company in its field, and a subsidiary of General Motors), has

introduced state of the science VSAT satellite communication systems.

This will enable large organisations to manage their own personalised voice,

data & video communications networks with guaranteed quality, reliability

and economy.

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Escorts - A corporate Citizen

At Escorts, there are many dimensions. Escorts has contributed for

the development and enrichment of faridabad.

Escorts Medical Centre: with the finest medical services at reasonable

cost

Escorts Institute of Farm Mechanisation at Bangalore has

considerable impact on agricultural methods in India.

Escorts Hearts Institute & research Centre at New Delhi is today

acknowledged to have one of the finest cardiac facilities.

The Man Power of Escorts

The Escorts is empowered by fifteen thousand employees. It is an

irresistible powerful force for an engineering change. At Escorts, employee

motivation is a natural consequence. This has encouraged long -term

loyalty. Employees are consistently encouraged to develop their skills and

apply their minds for greater productivity. this is done through training

programmes by reputed management, R & D & engineering institutions.

Quality circles were also set up.

The proof of the success of Team Escorts is the dramatic leap in productivity

achieved in the last few years, with a negligible increase in man power.

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On 17th October, 1944 Escorts Agents Limited was born at Lahore

(Now in Pakistan) with Yudi nanda as Managing Director and Hari Nanda as

Chairman. it was a trend setting marketing house driven by the same

business philosophy which given their family enterprise an unirvalled

reputation: 'Customer concern'. This led to the discovery of the great

business potential that lay in India's villages and thus, Escorts (Agriculture

and machines) Ltd. was Launched in 1948, with Yudi Nanda as the Director.

Both companies had two great strengths in common: the dynamic

Nanda brothers and the unifying of the name they gave their companies;

Escorts which literally means escorting their products and services to their

customers.

M/S. Goldfields & Co Profile

Right from the past 25 years the people in Cuddapah around

Cuddapah felt a great need for tractors and parts, this has given scope for

establishing ESCORTS & FORD tractors and parts supplying unit in

Cuddapah District. In addition the neighboring districts of Cuddapah and to

go to Nellore to fulfill their needs for tractors and even spare parts.

M/s B.S. Sharma is a popular business magnet in Nellore, an

opportunity created by the necessity of having an unit of business is given to

establish a business unit at proddatur or around Proddatur with Mr.15

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K.Dandapani, who has become a Managing partner of the proposed unit.

Hence the unit emerged as a partnership legally constituted in 1976

according to the norms prescribed. Within a short period of ten years

there was a promising growth as in the initial stages only the unit could do

business to a limited extent with spare parts only.

In 1984 gold fields become individual field for Entire Cuddapah.

They short become authorised dealer for Escort Power trac and Farm trac.

Tractor for entire Cuddapah district till that they have sold around 2000

tractor in 2000 August Mr Srinivasakumar is the son Dandapani who is the

managing partner of Gold Field & co had taken up the leadership and shown

tremendous record in sales do power trac and Farm tracTractors and In the

month of OCT-031. They have inaugurated well infrastructure and

facilitated shown room in Auto nagar. For the Past 3 financial years. They

are Holding no.1 place in Escorts tractor sales. They are holding a No.1

Position in spare parts sales also. They are keeping good track record in

servicing the customers.

Bankers

1. K.V.B - P.D.T.R

2. UCO Bank - New Delhi

3. CITI Bank - New Delhi16

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4. Recently they have tied up with

Escorts Finance Ltd.

Cholomandalam Finance Limited Chennai

Dandapani Finance Limited Chennai

Organisation Structure of Gold Fields

17

Managing Partner

Mr.K.Dandapani

Manager

Mr.K.Srinivasa Kumar

Sales

6 Staff

Spares

3 Staff

Services

12 Members

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Mahindra

The originals of M&M's Farm Equipment Sector lie in the formation

of a joint venture in 1963 between the Company, International Harvester

Inc., and Voltas Limited, Christenedthe International tractor Company of

India . This enterprise was a shot in the arm for the green revolutionthen

beginning to sweep the country. The launch of high-performance tractors

played a vital role in the mechanization of Indian Agriculture.

In 1977, ITCI merged with M&M and became its Tractor Division.

After M&M's organisational restructuring in 1994, this division was called

the Farm Equipment sector.

M&M's Farm Equipment sector is the largest manufacturers of tractor

in India with sustained market leadership of over 19 years. it designs,

develops, manufacturers and markets tractors as well as implements which

are used in conjunction with tractors. The tractor industry in India is

segmented by horse power into the lower segment of 25 HP, mid-segment of

35HP and higher segment of 45 HP and above. The Company's Farm

Equipment Sector has a presence in all these segments across all states.

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The Farm Equipment sector has also ventured into manufacturing of

Industrial Engines. M&M Industrial engines are used for various

applications like Genset, Industrial, construction, Marine Compressors etc.

These engines are manufactured at the Company's state of art Engine

Assembly plants at Kandivli and Nagpur.

M&M has two main tractor manufacturing plants located at Mumbai

and Nagpur in Maharashtra. Both these plants have been certified for ISO

9001, QS-9000 and ISO 14001. apart from these two main manufacturing

units, the Farm Equipment Sector has satellite plants located at Rudrapur in

Uttarachal and Jaipur in Rajasthan.

The Farm Equipment Sector of the Company has a strong and

extensive dealer network of over 450 dealers for sales and serviceof tractors

and spare parts. This dealer network is managedby 28 area officers, situated

in all the major cities and covering all the principal states.

M&M tractors have earned goodwill and trust of more than 8,00,000

customers and the 'Mahindra' tractor has come to be recognised as a

powerful symbol of productivity and performance.

In addition of capturing the domestic market, M&M's Farm

Equipment sector has also found significant success in the International19

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market. Whilst around 90% of our tractor exports are to the USA, M&M

also export tractors to neighboring countries like Nepal, Bangladesh and Sri

Lanka and African countries like Uganda, Nigeria, Zambia.

Mahindra USA, a wholly owned subsidiary based in the USA, has

established a network of 140deakers. Several other international markets are

being developed to expand M&M's global reach in the Farm Equipment

Sector.

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Product Profile

Presently 17 companies put together are offering 42 models of tractors

of Horse Power ranging from 18 to 60 Horse Power. Basically all the models

are classified into three major categories of HP.

They are:

1. Lower HP range of 18 HP to 35 HP

2. Middle HP range of 35 HP to 39 HP

3.HigherHP range to 40 HP and above 40 HP.

The different Horse Powers are offered requirements of customers.

Lower ranges are offered for lighter agricultural operation like tilling

harrowing, water lifting winnowing haulage etc., This H.P range consists of

about 36% to total annual sale and the tractors are used for pudding tilling

harrowing, ploughing. The Higher H.P range consists of 18% share and

these tractors are used for ploughing, pudding and other major sophisticated

agricultural operations. The present day customer has become more and

more quality conscious and became learned because of education by

different manufacturers. Now customers have wide range of tractors to

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choose and he is aiming at better economy, better ergonomics, better

comforts and ease of operations.

ESCORTS now have introduced new modern series of Escorts

Tractors, which out class the International smoke emission norms and their

fuel consumptions are very nearer to that of International Tractors. They

have considered the Aerodynamics in tractors while designing these new

tractors. More importance was given for Ergonomics and comforts of

operator. In ford range F 3620 was introduced which is the latest

introduction of FORD Motor company U.S.A itself. Ford range is the leader

in higher H.P. segment.

M&M has for a long time was dependant only on b275, 35 H.P.

models. This model being less fuel-efficient and has higher smoke emission

level. It has started efforts to introduce b27 dI, 595 fuel-efficient models.

These model have become threat to well established ford models, but could

not break through.

TAFE also trying to penetrate into higher H.P. segments with its MF

245 Model, but could not do it. Now seeing the pulse of customer, 1035 DI

Model with better features has been introduced,.

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EICHER is the monarch in lower H.P. segment with a share of 40% in

the segment. Now efforts are being made by them to enter into middle H.P.

segment with their EICHER GOLD 35 H.P. Model.

HMT with its all range models is also doing well in the Tractor

market.

SWARAJ having one each model of all H.P. segments is now a days

running fast in the market being appreciated by many of its customers.

Presently it appears that all the major companies are trying to offer

more and more fuel-efficient tractors with best operators comforts aesthetics

and best features.

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Objectives of the Study

To Investigate and study the level of satisfaction attained by the

customers.

To study the various factors influencing the buyer behaviour of the

customers.

To study the advertising strategy of the company and its impact on the

customers.

To know the opinion of the customers owing the customers

Competitors brand.

To study the various financial assistance available for the customers to

purchase tractors.

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Scope of the Study

The study results and recommendations will be of grate signification to

understand the current position of the Escorts and Mahindra Tractors in the

market.

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Limitations of the Study

1. The study is limited to a limited territory.

2. Respondents Opinion may be biased.

3. Due to limitation of time the whole population could not be covered.

4. As sampling technique has been adopted the calculations may include

sampling errors also.

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Methodology of Study

Sources of Data

Primary data is collected from the customers through questionnaire

The questionnaire prepared in this study was mainly aimed at personal

interview and was contained open, multi-choice questions, dichotomous

questions and also checklists.

Secondary data were collected from the official records, magazines,

registers of the organisation. Before the questionnaire was ready, it was pre

tested under the field conditions. Pretests are made by personnel interview.

The number of interviews in the pretest was with 50 respondents. During pre

testing wording of some questions. The researcher conducted the pilot study

among 50 respondents. After the study some questions in the questionner

was improved to make it more understandable to the respondents. Some

questions were eliminated from the questionnaire and new questions wee

added on the basis of the response of the respondents. The secondary data is

collected from the records of the office.

Sample Design

Convenience sampling method was adopted in choosing the respondents. As

the total size of the universe is 400. The researcher selected 200 as the

sample for the study which answers more perfection.

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Frame work of Analysis

Data analysis for the present study was being carried out using percentage

analysis, Chi-square fest, weighted average method.

Period of the study

The study of the customer satisfaction of Escorts & Mahindra Tractors was

of conducted during the period between 01-01-2004 to 31-03-2004.

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6.1 Occupation of Respondents

Occupation Respondents Percentage

Farmer 142 71Mechanic 7 3.5

Tractor Driver 39 19.5

Any others 12 6

Total 200 100

Interpretation

The above table shows that the majority ( 71%) of the respondents

are farmers. This is very much clear that the farmers are started using the

latest technology for their cultivation.

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Occupation of Respondents

142

7

39

12

0

20

40

60

80

100

120

140

160

Farmer Mechanic Tractor Driver Any others

Occupation

Respondents

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6.2 Respondents Ownership of Tractor

Company Respondents PercentageEscorts 41 20.5

Tafe 39 19.5

H.M.T 22 11

Swaraj 10 5

Mahindra 61 30.5

Eicher 19 9.5

Any Others 8 4

Total 200 100

Interpretation

From the above table analysis it is being made clear the majority (30.5%)

of the respondents own Mahindra Tractors. the next majority of the

respondents (20.5%) own Escorts Tractors. This may due to that the

customers are highly satisfied with the performance of these tractors. So

the companies should try to maintain the same level of satisfaction for the

customers.

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Respondents Ownership of Tractor

4139

22

10

61

19

8

0

10

20

30

40

50

60

70

RespondentsCompany

Respondents

Escorts Tafe H.M.T Swaraj

Mahindra Eicher Any Others

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6.3 Respondents Source of Information

Source of information Respondents Percentage

Friends & Relatives 106 53

Company Representatives 22 11

Dealers 16 8

Advertisement 14 7

Mechanic 21 10.5

Bankers 12 6

Any others 9 4.5

Total 200 100

Interpretation

The above table analysis makes it clear that the majority (53%) of the

respondents are get the information about the tractors from their friends

and relatives. So it is proved that the when the companies try to satisfy

the customers they will help in the product promotion to great extent.

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Respondents Source of Information

106

22

16 14

21

129

0

20

40

60

80

100

120

Frien

ds&R

elativ

es

Company

Represe

ntativ

es

Deale

rs

Advertis

ement

Mecha

nic

Bank

ers

Anyothe

rs

Source of Information

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6.4 Respondents Mode of Purchase

Mode of purchase Respondents Percentage

Private Finance 71 35.5

Commercial Banks 58 29Co-operative Banks 52 26

Cash 19 9.5

Total 200 100

Interpretation

The above percentage analysis makes it clear that the majority

(35.5%) of the respondents have purchased their tractors through private

finance. The next majority (29%) of the respondents take the financial

assistance from the commercial banks. So it is clear that when the customers

are given proper financial support it will increase the tractor sales.

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71

58

52

19

0

10

20

30

40

50

60

70

80

Private Finance Commercial

Banks

Co-operative

Banks

Cash

Mode of Purchase

Respondents Mode of Purchased

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6.5 Respondents Motivator for Purchase

Motivator Respondents Percentage

Self 106 53

Family 24 12

Friend 28 14

Mechanic 30 15

Dealers 8 4

Banker 4 2

Total 200 100

Interpretation

The above percentage analysis makes it clear that majority ( 53%) of

the respondents opinioned that they take self decision in purchasing the

tractors. So the companies should concentrate in understanding the

requirements of the customers and module their products.

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106

24

2830

8

40

20

40

60

80

100

120

Self Family Friend Mechanic D ealers Banker

Motivator

Respondents Motivator for Purchase

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6.6 Respondents Consideration of Financial Aspects

Financial Aspects Respondents Percentage

Price of the tractor 94 47

Credit facilities by dealer 32 16

Loan facilities 62 31

Any others 12 6

Total 200 100

Interpretation

The above percentage analysis makes it clear that the majority (47%)

of the respondents consider the price of the tractor while they purchase. The

companies should fix an affordable which is also cost-effective for the

customers.

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94

32

62

12

0

10

20

30

40

50

60

70

80

90

100

Price of the

tractor

Credit facilities

by dealer

Loan facilities Any others

Financial Aspects

Respondents Consideration of Financial

Aspects

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6.7 Respondents Ownership of Different Brands

Brand of Tractors Respondents Percentage

Escorts 28 14Ford 26 13

Mahindra 69 34.5

Swaraj 12 6

Tafe 23 11.5

HMT 10 5

Other 32 16

Total 200 100

Interpretation

The above percentage analysis makes it clear that majority (34.5%) of

the respondents are having Mahindra tractors. This may be due to that the

customers may be highly satisfied with the prospects of the product. The

next majority ownership of tractors is from escorts.

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Respondents Ownership of Different

Brands

2826

69

12

23

10

32

0

10

20

30

40

50

60

70

80

Escorts Ford Mahindra Swaraj Tafe HMT Other

Brand of Tractors

Respondents

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6.8 Respondents Purpose of Owning Tractor

Purpose Respondents PercentageAgriculture 86 43

Commercial 52 26

Industrial 62 31

Total 200 100

Interpretation

From the above percentage it is clear that majority (43%) of the

respondents are using the tractors for the agriculture. The next majority of

the respondents (31%) are using the tractors for the Industrial purpose. The

companies for modeling the tractors should understand the purpose of usage

of the tractors.

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Respondents Purpose of Owning

Tractor

Agriculture43%

Commercial

26%

Industrial

31%

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6.9 Usage of Tractor in Agriculture

Usage of Tractor in Agriculture Respondents Percentage

Cultivator 82 41

Plough 58 29

Disc Harrow 12 6

Pudding 16 8

Trail 32 16

Total 200 100

Interpretation

The above percentage analysis makes it clear that the majority (41%)

of the respondents are using the tractors for the cultivation in their fields. A

considerable majority (29%) of the respondents are using the tractors for

ploughing.

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Usage of Tractor in Agriculture

82

58

12

16

32

0

10

20

30

40

50

60

70

80

90

Cultivator Plough Disc Harrow Pudding Trail

Usage of Tractor in Agriculture

Respondents

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6.10 Respondents Purchase for of Tractor for Particular Operation

Operation Respondents Percentage

Cultivation 32 16

Road Work 14 7

Multipurpose 150 75

Others 4 2

Total 200 100

Interpretation

The above percentage analysis brings out the majority (75%) of the

respondents are using the tractors for multipurpose. The companies should

design their tractors to suit the varied requirements of their customers in

order increase the sales of the tractors.

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32

14

150

4

0

20

40

60

80

100

120

140

160

Cultivation Road Work Multipurpose Others

Operation

Respondents Purchase for of Tractor for

Particular Operation

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6.11 Respondents Awareness through different Modes of

Advertisements

Mode of Advertisement Respondents Percentage

News Paper 64 32

Hoardings/Wall painting 60 30

Leaflets 10 5

Commercials 34 17

Demonstrations 24 12

Exhibitions 8 4

Total 200 100

Interpretation

The above statistical analysis brings out that majority (32%) of the

respondents are aware of the different models of the tractors through

Newspaper. The next majority of the respondents have opinioned that they

are aware of the different models through the Hoardings and Wall Painting.

The company should understand the reach of the different modes of

advertisements and should select a appropriate mode of advertisement.

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Respondents Awareness through different

Modes of Advertisements

64

60

10

34

24

8

0

10

20

30

40

50

60

70

News

Pap

er

Hoardin

gs/Wallp

aintin

g

Leaflets

Com

mercials

Demonstra

tions

Exhibitio

ns

Mode of Advertisement

Respondents

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6.12 Preference for primitive methods of cultivation along with tractor

Primitive Cultivation Respondents Percentage

Yes 118 59

No 82 41

Total 200 100

Interpretation

It is derived from the above percentage analysis that the majority

(59%) of respondents will continue with the primitive methods of cultivation

this shows that the customers are not fully confident with the technology to

improve their cultivation.

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Preference for primitive methods of

cultivation along with tractor

Yes No

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6.13 Influencing Factors for Purchasing Existing model

Influencing Factors Respondents Percentage

Brand Image 22 11

Pick up 20 10

Fuel economy 43 21.5

Engine efficiency 59 29.5

Horse power of tractor 31 15.5

Breakers 16 8

Total 200 100

Interpretation

The above percentage analysis makes it clear that the majority

(29.5%) of the respondents are influenced by the engine efficiency of the

tractors. The next majority (21.5%) of the respondents are expecting fuel

economy from the tractors. The companies should try to increase the engine

and fuel economy as expected by the customers.

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Influencing Factors for Purchasing Existing

model

22

20

43

59

31

16

0 10 20 30 40 50 60 70

Brand Image

Pick up

Fuel economy

Engine efficiency

Horse power of

tractor

Brakers

In

fluencingFactors

Respondents

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6.14 Respondents Ranking of Attributes

Attributes Respondents Percentage

Warranty 26 13

Mechanical Services 48 24

Availability of spares 30 15

Maintenance cost 36 18

Driving comfort 22 11

Re-sale value 14 7

Ease of Repairs 24 12

Total 200 100

Interpretation

The above percentage analysis infers that the majority (24%) of the

respondents are expecting mechanical services form the company. Tractor is

a vehicle, which is used for very tough work purpose and it to maintain

properly to have good working condition. The companies should make avail

of these mechanical services to their customers.

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Respondents Ranking of Attributes

26

48

30

36

22

14

24

0

10

20

30

40

50

60

Warranty

Mech

anicalS

ervic

es

Availabilityo

fspa

res

Maint

enance

cost

Driving

comf

ort

Re-sale

value

Easeof

Repairs

Attributes

Respondents

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6.15 Respondents Opinion on additional facilities

Additional Facilities Respondents PercentageYes 72 36

No 128 64

Total 200 100

Interpretation

From the above percentage analysis it is made clear that the majority

(64%) of the respondents are not satisfied with the additional facilities that is

currently available in the tractors. The companies should try to increase the

additional facilities available in the tractors along with the improving the

efficiency of the performance.

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Respondents Opinion on additional facilities

72

128

Yes No

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6.16 Respondents Opinion about Ownership of Tractor adds

status

Ownership Adds Status Respondents Percentage

Yes 48 24

No 152 76

Total 200 100

Interpretation

The above percentage analysis makes it clear that the majority (76%)

of the respondents have opinioned that they do not attain any status. So the

utility of the tractors only will influence the customers to purchase tractors.

The companies should try increased to increase the varied utility.

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Respondents Opinion about Ownership ofTractor adds status

48

152

Yes No

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6.17 Occupation of the Respondents Vs Mode of Purchase

Occupation of

Respondents

Mode of Purchase

PrivateFinance

CommercialBanks

Co-

operativeBanks

Cash Observed

Total

O E O E O E O E

Farmer 18 19.9 13 17.6 22 17.5 25 23.1 78

Mechanic 12 11.7 12 10.5 8 10.5 14 13.6 46

Tractor Driver 15 11.9 14 10.7 7 10.6 11 13.8 47

Any others 6 7.9 6 6.5 8 6.5 9 8.6 29Observed Total 51 45 45 59

Hypothesis

Null Hypothesis- Ho : There is no significant relation ship between

Occupation of the Respondents and mode of

Purchase

Alternative Hypothesis- H1 : There is a significant relation ship between

Occupation of the Respondents and mode of

Purchase

Calculated Value = 6.4335

Expected Value at 5% level = 16.92

Degree of Freedom = 9

Interpretation

Since the Calculated value is less than the expected Value Null

Hypothesis is accepted. Therefore there is significant relation ship between

Occupation of respondents and mode of purchase.

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6.18 Respondents Purpose of Owning Tractor Vs Usage of Tractors

Usage of TractorsPurpose of Owing Tractor

Agriculture Commercial Industrial Observed

TotalO E O E O E

Cultivator 26 27 16 16.8 18 16.2 60

Plough 16 22.5 13 14 21 13.5 50

Disc Harrow 21 17.6 12 10.9 6 10.5 39

Pudding 11 10.4 8 6.4 4 6.2 23

Trail 16 12.6 7 7.8 5 7.6 28Observed Total 90 56 54

Hypothesis

Null Hypothesis- Ho : There is no significant relation ship between

Purpose of owning the tractor and its usage

Alternative Hypothesis- H1 : There is a significant relation ship between

Purpose of owning the tractor and its usage

Calculated Value = 12.192

Expected Value at 5% level = 15.51

Degree of Freedom = 8

Interpretation

Since the Calculated value is less than the expected Value Null

Hypothesis is accepted. Therefore there is no significant relation ship

between the purposes of owning the tractor and its usage.

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6.19 Preference about the Influencing Factors for

Purchasing of tractors.

Influencing

factors

6 5 4 3 2 1 Weightage

Total

Total

Samples

Average

1 2 3 4 5 6

Brand Image 1

8

1

7

4

2

3

6

2

8

5

9 584 200 2.92

Pick up 3

6

2

6

3

9

4

1

3

3

2

5 716 200 3.58

Fuel economy 5

6

4

2

4

3

2

9

1

9

1

1 854 200 4.27

Engine

efficiency

4

9

2

9

2

0

5

3

1

9

3

0 746 200 3.73

Horse power oftractor

27

32

27

33

42

39 652 200 3.26

Breakers 1

4

5

4

2

9 8

5

9

3

6 648 200 3.24

Interpretation

From the above statistical analysis it is being made clear that majority

of the respondents have opinioned that they are very much influenced by the

fuel economy of the tractors. The next majority of the respondents are

influenced by the other technical factors such as breakers, engine efficiency

etc., The manufacturers should concentrate in improving these technical

aspect in the tractors.

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FINDINGS

Majority (71%) of the respondents are farmers.

Majority (30.5%) of the respondents own Mahindra Tractors. The

next majority of the respondents (20.5%) own Escorts Tractors.

Majority (53%) of the respondents are get the information about the

tractors from their friends and relatives.

Majority (35.5%) of the respondents have purchased their tractors

through private finance. The next majority (29%) of the respondents

take the financial assistance from the commercial banks.

Majority ( 53%) of the respondents opinioned that they take self

decision in purchasing the tractors.

Majority (47%) of the respondents consider the price of the tractor

while they purchase.

Majority (34.5%) of the respondents are having Mahindra tractors.

This may be due to that the customers may be highly satisfied with the

prospects of the product. The next majority ownership of tractors is

from escorts. Majority (43%) of the respondents are using the tractors

for the agriculture. The next majority of the respondents (31%) are

using the tractors for the Industrial purpose.

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Majority (41%) of the respondents are using the tractors for the

cultivation in their fields. A considerable majority (29%) of the

respondents are using the tractors for ploughing.

Majority (75%) of the respondents are using the tractors for

multipurpose.

Majority (32%) of the respondents are aware of the different models

of the tractors through Newspaper. The next majority of the

respondents have opinioned that they are aware of the different

models through the Hoardings and Wall Painting.

Majority (59%) of respondents will continue with the primitive

methods of cultivation this shows that the customers are not fully

confident with the technology to improve their cultivation.

Majority (29.5%) of the respondents are influenced by the engine

efficiency of the tractors. The next majority (21.5%) of the

respondents are expecting fuel economy from the tractors. Majority

(24%) of the respondents are expecting mechanical services form the

company.

Majority (64%) of the respondents are not satisfied with the additional

facilities that is currently available in the tractors.

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Majority (76%) of the respondents have opinioned that they do not

attain any status.

There exists no significant relationship between Occupation of

respondents and mode of purchase

There exists no significant relationship between the purposes of

owning the tractor and its usage

From the Personal discussions with the customers the following

opinions were collected

- The Customers feel that the mileage to be increased

- The Bonnet of the tractor to changed and vibrations to be

reduced

- The weights are to be put in front of the engines

- Engines are to be designed in such a way that they are durable

and light weight for the smooth movement on any surface.

- Customers prefer that the space between the tyre and Kinpin.

- Some other main technical problems faced by the customers are

Clutch Plate, Gear Box and Hydraulic Problems.

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SUGGESTIONS

Increase in product range to include higher/lower horsepower.

Establishment of authorised service stations maintained by company

trained/company service personnel.

Establishment of new dealers and developing the existing ones.

Introducing performance based new incentive schemes for dealers.

Monitoring post purchase behavior and satisfaction levels of

customers as a feed back input to the marketing policy.

The company should conduct market research to gain information of

new customers and follow-up action should be done for customer

development.

For meeting the demand for spare parts the company should make the

spare parts easily available, with the dealers as well as the retailers.

The company should provide seasonal discounts especially during the

harvest season. This is the time when there is a maximum sale for

tractors.

The after sales service should be made more efficient & effective. It

should also provide free servicing compaign once in year especially

before season starts.

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More demonstration classes should be giving to the farmers to make

them aware about the multiple uses of tractors.

Provision of training facilities to the farmers for perfect maintenance

so as to reduce the maintenance cost and fuller utilisation of the

tractor.

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CONCLUSION

Every consumer has certain wants and needs and a strong desire to satisfy

them. To satisfy his wants, the consumer purchases certain goods under the

impressions that the goods would satisfy his wants. If the products satisfied

his wants, the consumer shall become the customer of the firm and also tell

about the product to his friends and others. In this process, he advertises the

product this consumer advertising improves the effectiveness of the

manufactures, advertising and sales efforts. Such factors finally lead to

better volume of sales.

On other hand, if he is dissatisfied, he may switch over to it other product

of the competition. Further, he well propagates his dissatisfaction to others

and there by prevent others from consuming the product. This is turn result

in lesser volume of sales. A fall in the sales will lead to lower profit or even

for a loss, finally it may lead to the closure of the business unit. The

acceptance of modern maintaining concept can improve the sales of the firm

and as well as there public image besides satisfying the consumer needs.

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