158817513 consumer perception towards agriculture tractors 60 hp class a comparative study of escort...

8/11/2019 158817513 Consumer Perception Towards Agriculture Tractors 60 HP Class a Comparative Study of Escort (1)

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ACKNOWLEDGEMENT

I extend my sincere thanks to all those people who have helped me in the successfulexecution of this project with their valuable suggestions.

I am deeply indebted to all those people whose work I have referred to this project. I

must owe a deep sense of gratitude towards my teachers for their kindness and encouragement

in various stages of the project.

This moment of the thesis is one of the prides that I opportunity in this stand of my

career to express my sincere efforts within this limited time. Finally I would like to pay regards

to my family without whose inspiration and monetary aid this project was impossible.

1


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PREFACE

This project report pertains to the making of a project SUMMER TRAINING of

M.B.A. curriculum.

The P!P"#$ of this project is to make the students have thorough knowledge of the

topics given to them. I learned a lot from the hard work I put in to collect information regarding

the same% which would be of great use in my near future as a professional.

&ustification cannot be done to whatever I have learn t within a few pages but I have still

tried my best to cover as much as possible about Consumer Perception Towards Agriculture

Tractors (60 HP Class): A Comparative Study o !SC"#T $ !SC"#T wit% ot%ers&in this

report.

Bein !"u#en"! of M$!"er in Bu!ine!! A#mini!"r$"ion% &e nee# "o 'e $&$re of "(e

or$ni)$"ion in"ern$l en*ironmen". Summer "r$inin (el+! u! "o un#er!"$n# "(e!e

conce+"! rel$"e# "o "(e or$ni)$"ion.

'


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INDE,

#r no. Particulars Page (o.

T-E E,ECUTIE SUMMAR/

1 C-APTER 01

I(T!")*TI"(

' C-APTER 21

T!+*T"! I()#T!, "F I()I+

- C-APTER 31

*"P+(, P!"FI/$

"!I0I( "F T$ *"P+(,

I()I+( I()#T!I+/ $(2I!"($(T

3#I($## "F $#*"!T 0!"P

4 C-APTER 41

*"P+!I#"(

5 C-APTER 51

"3&$*T# "F P!"&$*T

5 C-APTER 61

!$#$+!* $T")"/"0,

6 C-APTER 71

I(T$!P!$T+TI"( +() +(+/,#I#

7 C-APTER 81

P!")*T /IF$ *,*/$ "F $#*"!T T!+*T"!

#$0$(T+TI"( 8 T+!0$TI(0

-


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9 CHAPTER 9:

FINDINGS

SUGGESTIONS

SUMMARISATION

CONCLUSION

SWOT ANALYSIS

LIMITATIONS

BIBLIOGRAPHY

QUESTIONNAIRE

4


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T-E E,ECUTIE SUMMAR/

PRO9ECT UNDERTAKEN B/ ME

The project studied by me in In#i$n Tr$c"or Com+$n:% Nellore was Consumer

Perception towards Agriculture Tractors (60 HP Class): A Comparative Study o !SC"#T

$ !SC"#T and !scort; It helps to make aware company regarding the various aspects of

brand preference performed at regular basis to cement.

-OW IT WAS UNDERTAKEN

+ survey was conducted by me among the consumers of tractors in (ellore. )uring the

survey I tried my best that more and more 9uestionnaire to be filled from the consumers so that

to conclude the results gracefully.

I was also appreciated by the support of the project guide and anaging )irector of

'ndian Tractor Company ellore% who guided me the basic fundamentals of Tractor marketing

performed by the company.

:


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SWOT ANAL/SIS

STRENGT-1

"ver the years the company has emerged as one of the top players in the world in terms of

number of tractors sold. This gives a clear indication that the company;s market share is one

of its biggest strengths.

The company;s ability to introduce new products in the market and to generate sales from

those new products is a major strength. The reason being that this is very essential for any

company% for its survival in the long run.

The company has established its brand name in other countries of the world as well.

WEAKNESS1

Tough *ompetition

$xpensive

OPPORTUNITIES1

3y introducing the benefits and importance of the tractor to every group% companies can

evolve more.

T-REATS1

The company has a history of having invested in unrelated diversifications such as telecom%

holiday and resort inns% financial services% etc. which it has hived off as subsidiaries from

time to time when these turned unmanageable. This is a cause for concern as such

diversifications could divert the company;s attention from its core business. It is a dangeroustendency as it leads to destruction of shareholders value.


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LIMITATIONS

(othing is perfect in this mandate world and this study is no exception. 0iven below are

the limitations of the study so that the findings of the study may be understood in their right

perspective.

1. The result of this research cannot be termed as making a fair representation of the

perception of the population.

'. #tudy was confined to the city of (ellore.

-. #ample si=e taken was 1>> respondents% the result might have varied had there been a

larger sample si=e.

4. It is very much possible that some of the respondents may have given the incorrectinformation.

:. The last but the most important point to that survey was carried through ?uestionnaire

and the ?uestions were based on perception. ost important is positioning. 3ut there

may be certain aspects not taken into consideration.

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C-APTER 01 INTRODUCTION

India is poised to become a major +uto hub in the near future. Indian tractor industry is

changing rapidly% so is the mindset of Indian *onsumers. customers who had purchased all the automotive

brands sold in the .#.% to better understand their ownership and sales experience and to assess

their brand loyalty. % how likely they were to

recommend their vehicle to a friend or colleague. 3y subtracting the percentage of BdetractorsB

who gave scores between =ero and 5% from the percentage of BpromotersB who gave a score of C

or 1>% we can calculate a B(et Promoter #coreB D(P#E. (P# is already used in do=ens of

industries to determine how deep loyalty to a particular company runs among its customers% and

how it stacks up against its competitors when it comes to customer loyalty.

The (P# survey for automakers revealed two important findings. First% promoters are

nearly 1> times more likely than detractors to repurchase or lease a vehicle of the same make or

brand as their current one. #econd% promoters are far more likely to recommend their vehicle

brand to a friend. $ach promoter provides nearly five purchase referrals% while each detractor

dissuades two prospective buyers

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igh among the factors that create promotersand help sustain their loyaltyis a strong

afterAsales service experience. The reason is simpleG )ealer service is the key point of contact

with customers at the critical time when most people are weighing their next vehicle purchase.

"wners; brand enthusiasm tends to erode as the vehicle ages and the warranty expires. 3ut it is

precisely at this pointabout four years after the initial salethat the leaders capitali=e on their

loyalty advantage by using maintenance visits as opportunities to reinforce their ties with

promoters and win over detractors.

$xcellent service not only reinforces relationships with customers who already feel loyal

to a brand. It can also defuse ill will that causes disaffected customers to badAmouth the brand.

Indeed% the brand leaders excel especially at turning unplanned repair visitsthose critical

moments of truth on which a customer relationship can hingeinto opportunities to strengthencustomer bonds.


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SCOPE OF T-E STUD/

1. The study has been done for the tractors so more or less it helps in understanding the

consumer perception towards the tractors market.

'. The study can help in analy=ing certain weak point% improving on which a company can

overcome the low sales of its tractors in (ellore region.

1>


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COMPAN/ OERIEW

C-APTER 21 TRACTOR INDUSTR/ OF INDIA

(ow a days % people prefer tractor with good features and of good 9uality.a person who

are going to purchase a tractor wants that tractor should be of well known brand% it should has

good looks% better driving on road and on field % it should be very powerfull and fuel efficient.

#o % tractor industry in these days has many players. These are.


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-MT Tr$c"or!

T is a large public sector unit and began manufacturing +gricultural Tractors in 1C6'

under the T brand name with technology ac9uired from etor of the *=ech !epublic. It

manufactures its tractors in Pinjore% ohali in a large factory that also manufactures machineA

tools% and yderabad It has a capacity of '>%>>> tractors per annum. In the achineAtool

company is a large foundry. It produces tractors in a range from ': P to 6: P. For a short

time% T exported tractors to the #+ under the ebra brand% which were marketed by etor

distributors and dealers there. The company is controlled by the inistry of eavy industry that

provides% on a monthly basis to the public its financial performance.

9o(n Deere

In '>>>% &ohn )eere set up production in a joint venture with /arsen 8 Toubro /td in

#anaswadi% in a rural area near Pune% aharashtra. It was known as L&T John Deere Private

Ltd% and manufactured tractors under the L>T ? 9o(n Deerename for sale in India% and under

the 9o(n Deerename for worldwide sales

In '>>:% )eere 8 *ompany ac9uired nearly all the remaining shares in this joint venture.

The new enterprise% is known as John Deere Equipment Private Limited. The factory currently

produces tractors in of -:% 4>% 4'% 46% :>% :: and 6> P capacities for domestic markets and for

1'
http://www.deere.com/http://www.hmttractors.co.in/index.aspx


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export to the #+% exico% Turkey% (orth and #outh +frica% and #outh $ast +sia. Pune factory

started to produce new :: to 6: p :>>- series tractors for $uropean market in '>>7.

Son$li@$


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TAFEand M$!!e: Feru!onbrands% and exported under both brands as well. In '>>:% T+F$

bought the $icher otors tractor and engine division.

Ne& -oll$n#

(ew olland +g;s entry into India was facilitated by FI+T;s ac9uisition of FordA(ew

olland in 1CC1. 3y 1CC7 (ew olland +g. DIndiaE completed the construction of a new plant

in (oida% near (ew )elhi% with a capacity of :>>> tractors in the -: A 6: hp range. In 1CCC%

(ew olland +g.;s parent company FI+T bought 6>J of holdings of *ase *orporation and

created *ase (ew olland 0lobal D*( one of the top three tractorKagriculturalKconstructionmachinery manufacturers in the worldE% the new holding company (ew olland +g. DIndiaE. In

'>>>% the capacity of the (oida plant rose to 1'%>>> tractors per year and in '>>6 the company

manufactured '4%>>> tractors for the domestic and export markets.(ew olland India exports

fullyAbuilt tractors to :1 countries in +frica% +ustralia% #outhA$ast +sia% >'

and slump in domestic demand% it became a challenge to utili=e the installed capacity of the

factory.ence the company started looking its market beyond India borders. Its then *$" ario

0asparri guided the vision and handed over the task of overseas business to its dynamic

manager 3hanu #harma. The efforts paid off well. 3hanu #harma in capacity of eadA

International 3usiness "perations% took op the export volumes from the level of almost nil in

'>>- to 7>>> units in year '>>6. The export business last year in '>>6 contributed over :>J of

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the company business of total #) ':> millions.This also made (ew olland the second

largest tractor exporter from India after &ohn )eer. In year '>>6% India exported around -'%>>>

tractors of which ':J share was of (ew olland

B$c@roun#

In 1C5>% our parent company% $scorts% set up the strategic +gri achinery 0roup D+0E to

venture into tractors.

In 1C5:% we rolled out our first batch of tractors under the brand name of $scort.

In 1C5C a separate company% $scorts Tractors /td.% was established with e9uity participation

of Ford otor *o.% 3asildon% H for the manufacture of Ford agricultural tractors in India.

In the year 1CC5 $scorts Tractors /td. formally merged with the parent company% $scorts /td.

#ince inception% we have manufactured over 1 million tractors.

Tec(noloie!

$scorts +0 has three recogni=ed and wellAaccepted tractor brands% which are on distinct

and separate technology platforms.

FarmtracG


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Func"ion$l Ecellence

M$nuf$c"urin u$li": A!!ur$nceM$"eri$l!

M$n$emen"S$le! > M$r@e"in

Kno&le#e

M$n$emen"Fin$nce -um$n Re!ource!

Inform$"ion

Tec(nolo:

Tr$inin

EIFM

!ecently we have been informed by certain members of the public that they have received

appointment letters and calls for job interview in our *ompany through eAmailsKletters wherein

they are inter alia demanding cash deposit either through certain banks or otherwise before

interviews or issuance of appointment letter. These recruitment agenciesKindividuals are not

only wrongfully using our registered trademark but also names of our officials to illegally trap

innocent members of the public. Please note that such communications are intended to cheat

and play fraud on the public."ur *ompany completely disassociates itself from such fraudulent

practices of recruitment and does not authorise anybody to demand payment on its behalf to be

made by any candidate to our *ompany or to anyone in the process of recruitment.


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ESCORTS LAUNC-ES INDIAS FIRST E,ECUTIE TRACTOR

SECOND CONSECUTIE GREENTEC- GOLD ENIRONMENT AWARD FOR

ESCORTS

ESCORTS GOES FOR T-E POWER TRIP

Ari M$c(iner:

$scorts has played a pivotal role in the agricultural growth of India for over six decades. aving

pioneered farm mechani=ation in the country% we have been developing solutions to enhance

agricultural productivity and improve 9uality of life in rural India. Taking a step forward% the

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http://www.escortsgroup.com/businesses/agri-machinery.htmlhttp://www.escortsgroup.com/Second%20Consecutive%20Greentech%20Gold%20Environment%20Award%20for%20Escortshttp://www.escortsgroup.com/Second%20Consecutive%20Greentech%20Gold%20Environment%20Award%20for%20Escortshttp://www.escortsgroup.com/media-room/press-releases.htmlhttp://www.escortsgroup.com/businesses/agri-machinery.htmlhttp://www.escortsgroup.com/Second%20Consecutive%20Greentech%20Gold%20Environment%20Award%20for%20Escortshttp://www.escortsgroup.com/Second%20Consecutive%20Greentech%20Gold%20Environment%20Award%20for%20Escortshttp://www.escortsgroup.com/media-room/press-releases.html


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company launched the ;&ai Hisan; initiative% a unifying platform to empower the Indian farmer

and to make him selfAreliant.

The fact that the farm mechani=ation is the key vector for enhancement of farm productivity and

in many respects the catalyst for the next wave of farm mechani=ation has brought about two

large customer centric initiatives to the fore at $scorts M (ew Products and variants that are

aligned with changing and emerging applications 8 end usages and the shift of $scorts from

being a standalone tractor manufacturer to being a complete ;Farm #olution; provider.

$scorts is laying greater emphasis on improvement% innovation and effective execution of its

offerings.


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T(e 9$i Ki!$n Serie! come! in fi*e ne& c$"eorie!

2alueaxx /oadaxx

+gaxx Infraaxx

#uperaxx


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Fuc"ion$l Ecellence

anufacturing

?uality +ssurance

aterials anagement

#ales 8 arketing

Finance

uman !esources

Information Technology

Hnowledge anagement

In"ern$"ion$l Su'!i#i$rie!

$scorts +0 has one international subsidiary.

Farmtrac Tractors $urope #p.= o.o.in Poland.


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TR, CRANES T-E GAME C-ANGER

ESCORTS COMANSA?9IE ERECT T-E WORLDS -IG-EST COOLING TOWER

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http://www.escortsgroup.com/media-room/press-releases.htmlhttp://www.escortsgroup.com/businesses/agri-machinery.htmlhttp://www.escortsgroup.com/media-room/press-releases.htmlhttp://www.escortsgroup.com/businesses/agri-machinery.html


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ESCORTS TRAINS DEL-I METRO TEAM ON SAFE USAGE OF MOBILE CRANES

omeK3usinessesK *onstruction $9uipment

Construction Equipment

$scorts manufacturers and markets a diverse range of construction and material handling

e9uipment like cranes% loaders% vibratory rollers and forklifts. The company was a pioneer in

introducing the concept of Pick ;n; *arry hydraulic mobile cranes in the 6>s in India and

continues to be the world;s largest manufacturer of these cranes.

+ nationwide network of 15 #ales "ffices% :> dealership locations% over ->> company trained

dealers; service engineers% gives it the best market reach in India for the #ales 8 #ervice of

material handling and construction e9uipment.

years experience in *onstruction $9uipment Industry% $scorts has a proven track

record in G

ydraulic obile *ranes

/oaders

Forklifts

2ibratory *ompactors

Today% it not only continues to be the largest mobile crane manufacturer in the country% but also

the largest Pick ;n; *arry ydraulic obile *rane manufacturer in the world.

;s. #ubse9uently more models

in Tandem 2ibratory *ompactors and heavy duty #oil *ompactor range were added in technical

collaboration with + 0ermany. !ecently% we;ve further strengthened the range with a -T

#houlder *ompactor. Today our range of compaction e9uipments is one of the most preferred in

''
http://www.escortsgroup.com/media-room/press-releases.htmlhttp://www.escortsgroup.com/http://www.escortsgroup.com/businesses.htmlhttp://www.escortsgroup.com/businesses.htmlhttp://www.escortsgroup.com/media-room/press-releases.htmlhttp://www.escortsgroup.com/http://www.escortsgroup.com/businesses.html


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the market% and is being viewed as the most efficient and effective compaction solutions

available in the country.

+long with *ranes and *ompactors% we also manufacture Frontend loaders with payload

capacity of 6>>kgs. #uitable for narrow lanes and confined spaces% these loaders are compact in

design and are ideal for garbage handling% handing of chemicals% sands% small chips% etc.

$scorts also offers other material handing solutions like Forklifts from )aewoo )oosan

Infracore /td.% Horea and +rticulated boom cranes from Fassi% Italy. In /P0 Forklift category%

the company enjoys a market share in excess of 7:J.

This singleAminded pursuit of precision and customer satisfaction has made us the -rd largest in

terms of *onstruction $9uipment #ales unit per annum.

Product Portfolio

MATERIAL -ANDLING EUIPMENT

o Pick and *arry cranes

o *rawler cranes

o +rticulated boom cranes

o Tower cranes

o Forklift trucks

o Truck 8 +ll Terrain Truck cranes

EART- MOING EUIPMENT

o $#*"!T# )I0+N D3ackoe /oaderE

ROAD CONSTRUCTION EUIPMENT

o Tandem 2ibratory *ompactors

o 2ibratory #oil *ompactors

o


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o $lectricK Telecommunications

ESCORTS AUTO PRODUCTS IS SILER SPONSOR AT ACMA AUTOMEC-ANIKA%

NEW DEL-I

S-OCK ABSORBERS FOR LML GEARLESS SCOOTERS

'4
http://www.escortsgroup.com/brands-and-products/construction-equipment/material-handling-equipment.htmlhttp://www.escortsgroup.com/businesses/agri-machinery.htmlhttp://www.escortsgroup.com/businesses/agri-machinery.htmlhttp://www.escortsgroup.com/businesses/agri-machinery.htmlhttp://www.escortsgroup.com/brands-and-products/construction-equipment/material-handling-equipment.htmlhttp://www.escortsgroup.com/businesses/agri-machinery.htmlhttp://www.escortsgroup.com/businesses/agri-machinery.htmlhttp://www.escortsgroup.com/businesses/agri-machinery.html


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SUUKI -ONOURS EAP WIT- BEST SUPPLIER AWARD

omeK3usinessesK +uto Products

Auto Products

The leading manufacturer of auto products in India for over four decades% $scorts +uto Products

exhibits 9uality and reliability through its products in the automobile industry

worldwide. *ertified with I#"KT# 15C4CG'>>'% $scorts presents a combination of integrated

manufacturing facilities% inAhouse stateAofAtheAart research and development% as well as

advanced production% testing and validation facilities% which have enabled us to bring new and

reliable products on a global platform.

Technical collaborations with 0ermanyAbased Fichtel 8 #achs Dnow F #achsE in 1C55 and

&apanAbased Hayaba in 1CC7 have laid a strong foundation for us to deliver glo1>>cc yA

benchmarked products. 2alueAadded engineering is our forte and we have the versatility to

produce an extensive range of auto components for various applications% ranging from #cooters

and otorcycles to !ailways and Tanks.

"ur extensive product basket caters to "$s and replacement market in India and several other

overseas markets for all vehicle categories including motorcycles% scooters% passenger cars%

commercial vehicles% and multiAutility vehicles.


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The $scorts +uto Products manufacturing plant in Faridabad is spread across in an area of

'':%:>> s9.ft.% and has the capacity to produce -.' million #hock +bsorbers and #truts and >.-

million Front Forks per annum. The plant features an +ssembly /ine% #ealing Plant% *omponent

*leaning% Powder *oating Plant% 0rinding /ines% #pot


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INDUSTR/ PROFILE

otor vehicle and parts manufacturers also have a major influence on other industries in the

economy as well. 3uilding motor vehicles re9uires vast 9uantities of materials from% and creates

many jobs in% industries that manufacture steel% rubber% plastics% glass% and other basic materials.

It also spurs employment for automobile and other motor vehicle dealers automotive repair and

maintenance shops gasoline stations highway construction companies and automotive parts%

accessories% and tire stores.

The motor vehicles manufactured in this industry includeG automobiles% sportAutility vehicles

D#2sE% vans and pickup trucks% heavy duty trucks% buses% truck trailers and motor homes. It

also includes the manufacturing of the parts that go into these vehicles% such as the engine%

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seats% brakes% and electrical systems. +ccording to the Federal !eserve% over 11 million motor

vehicles were assembled in the .#. in '>>5. 3uilding and assembling the many different parts

of a car or truck re9uires an ama=ingly complex design% manufacturing% and assembly process.

In '>>5% about C'>> establishments manufactured motor vehicles and parts. These ranged from

small parts plants with only a few workers to huge assembly plants that employ thousands. 3y

far% the largest sector of this industry is motor vehicle parts manufacturing. It has the most

establishments and the most workers. Table 1 shows that about 6 out of 1> establishments in the

industry manufactured motor vehicle partsincluding electrical and electronic e9uipment

engines and transmissions brake systems seating and interior trim steering and susvehicles

sion components airAconditioners and motor vehicle stampings% such as fenders% tops% body

parts% trim% and molding.

The next largest sector% in terms of number of establishments% is motor vehicle body and trailer

manufacturing. In '>>5% nearly oneAfourth of establishments were engaged in this type of

manufacturing. These establishments speciali=ed in manufacturing truck trailers motor homes

travel trailers campers and car% truck% and bus bodies placed on separately purchased chassis.

+utomotive and light truck assembly plants make up the third largest sector. In '>>5% about :

percent of establishments that employ '- percent of all workers in this industry% were engaged

in assembling these smaller motor vehicles. + growing number of these assembly plants are

owned by foreign automobile makers% known as Qdomestic internationals.R These foreign

automobile manufacturers ovehicles assembly plants in the nited #tates to be closer to their

market% avoid changing exchange rates% and save transportation costs.

+ typical automotive assembly plant can be divided into three major sections. In the first

section% exterior body panels and interior frame are assembled and welded together. This work

is mostly performed by robots% but may also re9uire some manual welding. )uring this stage%

the body is attached to a conveyor system that will move it through the entire assembly process.

Throughout the entire process% numerous inspections are performed to ensure the 9uality of the

work.

The painting process comprises the second section of the assembly plant where bodies of cars

pass through a series of carefully ventilated% sealed paint rooms. ere% the bodies are dipped

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into chemicals to prevent rust and seal the metal. Then the bodies are primed% painted% and

sealed with a clear coat.

+ssembly of the vehicle comprises the third section of the automobile manufacturing process.

ere% parts such as seats% dashboard% and the powertrain Dengine and transmissionE are installed.

percent over the same period last year. The industry produced 1%57:%-:: vehicles in

arch '>1- as against 1%74:%757 in arch '>1'% which declined by DAE 7.6> percent.

Dome!"ic S$le!

The overall growth in domestic sales during +prilAarch '>1- was '.51 percent over the

same period last year. 1'.

Passenger 2ehicles segment grew at '.1: percent during +prilAarch '>1- over same

period last year. Passenger *ars declined by DAE 5.5C percent% tility 2ehicles grew by

:'.'> percent and 2ans grew only by 1.>7 percent during +prilAarch '>1- as compared

to the same period last year. owever% in arch '>1- passenger car sales further

declined by DAE ''.:1 percent over arch '>1'. Total passenger vehicles sales also

declined by DAE 1-.>1 percent in arch '>1- over same month last year.

The overall *ommercial 2ehicles segment registered deAgrowth of DAE A'.>' percent in

+prilAarch '>1- as compared to the same period last year. 1-% 8*2s sales further declined by DAE

'C


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'5.15 percent over arch '>1'.

Three 1- and 0oods *arriers registered deAgrowthat DAE C.'> percent during this period.

Two 1-.

#cooters% mopeds and motorcycles grew by 14.'4 percent% 1.:- percent and >.1' percent

respectively over same period last year. owever% in arch '>1- all subAsegments of

two wheelers% scooters% motorcycles and mopeds registered deAgrowth at DAE -.17 percent%

DAE 7.-' percent and DAE 4.:4 percent respectively.

E+or"!

)uring +prilAarch '>1-% overall automobile exports registered deAgrowth of DAE 1.-4

percent compared to the same period last year. Passenger 2ehicles grew by C.>' percent%

while the other segments like *ommercial 2ehicles% Three 1-% Passenger 2ehicles% Two 8 Three 6 percent% -.:1 percent

and 6.:> percent respectively.


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Rated engine

Power60 HP category

No. of cylinders 3

Bore x Stroke

(m.m).!6x06.6"

Transmission

#y$e of %ear

Box

&onstant mes'

gears (")

Road S$eed

(*t 000 engine

R.P.+. wit' rear

tyre si,e

3.6x")

+axim-m s$eed ./" k.m.Hr.

+inim-m s$eed .!6 k.m.Hr.

P.T.O.

S$eed

1/0 RP+ (on

600 engine

RP+) (Single

cl-tc'

transmission)

S$eed

(2$tional)

1/0 RP+ (on

"00 engine

RP+) (-el

Hydraulics

4-lly a-tomatic de$t' 5 draft

control 100 k.g.

weig'ing ca$acity at 'ori,ontal

linkage

Tyres

4ront 6.00x6" PR

Rear 3.6x""PR

Brakes

4-lly sealed7 water $roof7 dry disc

8rakes.

Best in 60 H.P. category.

9t takes less time for more

$lo-g'ing.

:n8eata8le $-lling $ower

makes 'a-lage of trolleys

easy.

Powerf-l 'ydra-lic ca$acity

'el$s lift more goods and

$lo-g' dee$er wit' 'ig'er

s$eed.

&omforta8le del-xe seat

ad;-sta8le as $er dri


32/55

Side o$ening 8onnet for easy

ser


33/55

S$m+lin1?

The sampling units in my project are Con!umer!. The sample si=e was small by

following the convenience sampling method. There were 9ueries for the persons interacted 8

the 9uestionnaire has been attached at last.

SAMPLING SIE

The sample si=e of my research is 1>> consumers. /arge samples give more reliable

results that is why I tried my best to cover more users DconsumersE in Nellore.

S$m+le Si)e J 0HH

#ample nit M users DconsumerE+rea of #urvey (ellore.

D$"$ A*$il$'ili":1 )ata has been collected from the sers D*onsumerE and )ealer of Indian

Tractor *ompany.

Prim$r: #$"$1?

Preparing 9uestionnaire which was distributed among consumers to get feedback.

In this survey the more importance has been given to primary data than secondary data

because it is more reliable.

Secon#$r: #$"$1?

The various sources for secondary data like books% pamphlets and small note sheets

from the company. The secondary data was collected after choosing the topic% which is very

practical to the research. It was collected from the company brochures and documents. This

has been used in the profile of the organi=ation. These types of #urveys are expensive and

labourAintensive.

Tr$inin Or$ni!$"ion1Indian Tractor *ompany% (ellore

Proec" Gui#e1r. 2ijay Humar% #ales anager

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T(e Re!e$rc( !"$n#! for1?

1. To know how of the actual phenomenon occurring 8 exploring the new ideas

with a clear 8 precise insight.

'. To test the hypothesis with being variables to be compared within their

relationship.

D$"$ An$l:!i! > In"er+re"$"ion1?

The statistical tools used by me are mainly average% Percentage% 8 comparisons etc. I

would like to give brief points about

1. ?uestionnaireG A The 9uestionnaires are given to respondent with no

pressuri=ation at all% i.e. heKshe is free to provide the information whatever the concern is.

"ne thing to be kept in mind those personal 9uestions apart from name% address etc.

should not be included.

'. )irect InterviewsG A The direct interviews are one up against all the data

collection tools just because one can judge that what a person is telling to the surveyor.

+lthough it is time consuming but the information gathered is of much more weightage

than others.

-. #ampling design% Procedure 8 #ample si=eGA+ sample is always a part of thedesired universe 8 it should represent each 8 every aspect of the study being conducted.

The only thing is that the sample being chosen is of relevance 8 accurate source of

information. y sampling design is based on random sampling because each element

gets probability to be included 8 all choices made are independent of each other.

Nee# for !"u#:1

1. To get a practical outlook about theories learnt during the academic year.

'. To get knowledge of the present on going in consumer behavior.

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C-APTER 71 INTERPRETATION AND ANAL/SIS

0. Ae Grou+

20-30 Years 26

30-40 Years 42

40-50 Year 2150 Above 11

-:Ae

No.

of

Re!+on#en"!


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Wi"( "(e re!ul"! of "(e $n$l:!i!% i" i! cle$r "($" mo!" of "(e "r$c"or u!er! $re from

"(e $e 3H?4H.

2. Income Grou+

10000-20000 26

20000-30000 42

30000-40000 21

40000 Above 11

T(e m$in rou+ i! "(e one &(o ($! "(e !$l$r: 'e"&een 2HHHH $n# 3HHHH.

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3. /ou 'elon "o "(e follo&in c$"eor: of "(e !ocie":

Professional (Farmer) 39

Stuent 1!

"ovt# Servi$e 21

%usinessman 22

Tr$c"or i! "(e nee# of "(e f$rmer! $n# 'u!ine!!m$n "oo% "(ere': "(i! c$"eor: ($! m$imum

o&ner!(i+ of "r$c"or $lon&i"( Go*". Ser*ice m$n $l!o.

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4. . /our E#uc$"ion$l B$c@roun#

T$'le 41

atric 44

igher #econdary 4'

0raduate 1'

Post 0raduate '

Gr$+(41

InterpretationG aximum respondents are matric and higher secondary ones i.e% 44J and 4' J

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5. W(ic( com+$n: "r$c"or :ou ($*e in 6H -P !emen"

T$'le 51

$#*"!T -C

#


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6. W(ic( "r$c"or of :our men"ione# com+$n: #o :ou ($*e

Ar&un 605 i 32

Farmtra$ 60 ' 16

*+ 6522 23

Sonali,a ' 60 Senior 13

+afe "a&ra& 5900 .4 16

ESCORT Arun ($! "o++e# "(e li!"% +eo+le $re no& c($nin "(eir "ren#! $n# !"$r"e#

o+"in for -MT $n# F$rm"r$c. Alon&i"( "(i! Son$li@$ 6H i! $l!o in "(e li!" m$@in oo#

m$r@e" &i"( i"! !":le $n# ele$nc:.

4>


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7. -o& lon :ou ($*e 'een o+er$"in "(i! "r$c"or

0-1 Yrs 39

1-3 Yra 32

3-5 Yrs 1!

*ore t/an 5 Yrs 11

In"er+re"$"ion1 "ut of 1>> respondents% 11Jof the respondents are operating this tractor formore than : years% 17 J are for -A: years% -'J for 1A- years and the rest -C J for 1 years.

8. W($" i! "(e +ur+o!e of u!in "(i! "r$c"or

T$'le 81

3usiness 1'

eavy


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In"er+re"$"ion1 ost of the respondents use the tractors for farming purpose that is 5' J %forheavy works '- J and least for family purpose.

. Are :ou $&$re of $ll "(e mo#el! of "r$c"or!


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00. -$*e :ou e*er 'een recommen#e# :our com+$n:! "r$c"or "o $n: one

DaE ,es DbE (o

If yes then to whom 1. Friends

'. !elatives

-. *olleagues

4. +ny other

M$n: of "(e re!+on#en"! ($*e recommen#e# "(eir "r$c"or "o "(e one "(e: $re in

rel$"ion "o li@e "(eir frien#! mo!"l: o"(er "($n rel$"i*e $n# colle$ue!.

44


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02. -$*e :ou e*er (e$r# $n: com+l$in" of "(e m$@e of "(i! com+$n: or e*er

($!f$ce# $n: of "(e +ro'lem! &i"( :our "r$c"or

If yes what kind

*ilea.e 29

Pri$e 1!

Pi$,- 14

S/o$,ers 20

An t/er 19

Pro'lem! $re "(ere &i"( e*er: +ro#uc"% no"(in i! 0HH % "(ere': i" *$ri$"e "(e c(oice!

rel$"e# "o "(e 'u:in #eci!ion $n# o"(er offer!.

4:


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PRODUCT LIFE C/CLE OF ESCORT TRACTOR

Product life cycle of tractor is of - years. To say that a product has a life cycle asserts

four things. Products have a limited life. Product sales pass through distance stages% each posingdifferent challenges% opportunities and problems to the seller. Profits rise and fall at different

stages of the product life cycle. Product re9uires different marketing% financial% manufacturing%

purchasing and human resource strategies in each life cycle stage.

INTRODUCTION STAGE

In tractor business name plays very important role till that time the name is not known or

not have place in market% tractor will not sale. In the introduction stage focus is given on salesrather than profit. For the purpose of name people are made much aware about launching of the

product so as to get maximum number of customers. arketing strategies is based on the

features of tractors. In this stage $#*"!T tries to expand its market share.

GROWT- STAGE

In growth stage focus is given on improving the product 9uality and adds new product

features and new policies so that it can enter new market segment.


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TARGETING

P #$0$(T+TI"( T+!0$T$) *#T"$!

3$/"< -> ("!T TT+! P!+)$#


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A4>. The main group is the one who has the salary between '>>>> and ->>>>. Tractor is

the need of the farmers and businessman too% thereby this category has maximum ownership

of tractors alongwith 0ovt. #ervice man also. aximum respondents are matric and higher

secondary i.e% 4' J and 44 J .

$#*"!T has topped the list% escort also doing the fine% right now the market is of

$#*"!T% they are launchin good models with good features and performances.

#onalika also trying its best to capture the market of tractor of 5> P with their latest

models.$#*"!T +rjun has topped the list% people are now changing their trends and started

opting for T and Farmtrac. +longwith this #onalika is also in the list making good market

with its style and elegancy. The trend of using tractors of 5> P have now started thereby most

of the users are from the last 'A- years. The tractor market has started taking its shape and

people now looking for big heavy vehicles for their solid performance and style.

ost of the respondents use the tractors@s for 3usiness purpose that is 1' J and more in

case of farming that is5' J% for heavy works '- J and least for family purpose. !espondents

have better knowledge of all the models of tractors made available to people of this company.

$very respondents have better and positive views about the models they have. any of

the respondents have recommended their tractor to the one they are in relation to like their

friends mostly other than relative and colleagues. Problems are there with every product%

nothing is 1>> J% thereby it variate the choices related to the buying decision and other offers.

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SUGGESTIONS

*ompanies have to come with an idea to launch low cost tractors so that it can reach to

each and every class of the society.

+verage or mileage of the tractor is the main criteria for the sale of tractor% petrol and

)iesel prices are hiking like anything% companies have to provide a technology for better

mileage and less fuel consumption.

ostly operating by the farmers and businessman.

*ompany should have to adopt well knowledge marketing executives so that they can

explain and provide comparison of tractor@s with other company@s.

*ompany should have to install Test )rive *amps so that they experience their vehiclesand like to buy. *ompany should have to arrange meals for the demonstration of power.

4C


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SUMMARISATION

For over two decades% $#*"!T Tractors is the undisputed leader of the Indian tractor

market% which is the largest tractor market in the world. + division of a #S 5 billionconglomerate% $#*"!T 8 $#*"!T% we began as a joint venture with International arvester.

+nd with that began a new era in power% control and reliability in farm e9uipment

manufacturing. Today% with the largest manufacturing set up in India% $#*"!T Tractors is

among the top three players in the global market. +nd as we step into the ':th year of

excellence% we continue on our journey of cultivating golden harvests across the globe.

In the year '>>-% $#*"!T Tractors bagged the )eming Pri=e% a global honor for 9uality

practices. Three years later% the company was eligible to 9ualify for the &apan ?uality edal%

the highest honor for excellence in Total ?uality anagement practices. In '>>6% $#*"!T

Tractors became one of the '> companies worldwide to receive this rare honor. Till date% we are

the only tractor company in the world to bag this prestigious award.

8 has one tractor manufacturing plant in *hina% three assembly plants in the nited

#tates and one at 3risbane% +ustralia. It has made strategic ac9uisitions across the globe

including #tokes Forgings DHE% &eco olding +0 D0ermanyE and #choneweiss 8 *o 0mb

D0ermanyE. Its global subsidiaries include $#*"!T $urope #rl. based in Italy% $#*"!T #+

Inc. and $#*"!T #outh +frica.

In the # market% $#*"!T #+% a subsidiary company of $#*"!T tractors% sells more

than 1>%>>> tractors annually. + nationwide network of over ->> dealers% total product support

and prompt after sales service ensure that every tractor functions for years without any hassles.

$#*"!T Tractors% the -rd largest tractor manufacturer in the world% notched up yet

another first in the tractor industry by delivering 1'-' tractors on Independence )ay A +ugust

1:% '>>6

CONCLUSION

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*ompanies have to provide better facilities like free testing camps and gifts so as to raise

the sales and promotion of the tractor models.

*ompanies are launching their new models of tractors to make the consumer feel freefrom the choices.

3eing in the market of hype competition motorbike companies making brand

positioning of their models. They used to put free test camps and use actors and

actresses.

*hecking complaints have now become the first priority of the company% for that they

install call centers to rectify those problems.

+t present $#*"!T +rjun sales are high due to their better service providing factor and

rectifying problems.

"ther companies like $scort and #onalika have to look forward and to follow the above

all suggestions for making better market for their tractors.

BIBLIOGRAP-/

:1


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BOOKS AND 9OURNALS

+msden% +. . D1C7CE%Asia's Next Giant, South Korea and Late ndustria!i"ation D(ew

,ork% "xford niversity PressE.

+msden% +. . D'>>1E% The #ise o$ %the #est, ha!!en(es to the )est $rom Late

ndustria!i"in( E*onomies

3alassa 3. D1C7>E% QThe Process of Industrial )evelopment and +lternative

)evelopment #trategiesR% )or!d +an Sta$$ )orin( Paper% (o. 4-7 D


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UESTIONNAIRE

0. Ae Grou+

+E '>A-> 3E ->A4> *E 4>A:> )E 4> +bove

2. Income Grou+

+E 1>>>>A'>>>> 3E '>>>>A->>>> *E ->>>>A4>>>>

)E 4>>>> +bove

3. /ou 'elon "o "(e follo&in c$"eor: of "(e !ocie":

DaE Farmer DbE #tudent DcE 0ovt. #ervice

DdE 3usinessman

4. /our E#uc$"ion$l B$c@roun#

DaE atric DbE igher #econdary DcE 0raduate

DdE Post 0raduate

5. W(ic( com+$n: "r$c"or :ou ($*e in l$re "r$c"or !emen"

$#*"!T #waraj

$scort Ford

&ohn deere #onalika

6. W(ic( "r$c"or of :our men"ione# com+$n: #o :ou ($*e

DaE +rjun DbE escort DcE tafe

:-


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DdE sonalika DeET

7. -o& lon :ou ($*e 'een o+er$"in "(i! "r$c"or

DaE >A1 ,rs DbE 1A- DcE -A: DdE ore than : ,rs

8. W($" i! "(e +ur+o!e of u!in "(i! "r$c"or

DaE 3usiness DbE eavy . PickAp

11. #pare parts availability

1'. +ny other

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00. -$*e :ou e*er 'een recommen#e# :our com+$n:! "r$c"or "o $n: one

DaE ,es DbE (o

If yes then to whom 1. Friends

'. !elatives

-. *olleagues

4. +ny other

02. -$*e :ou e*er (e$r# $n: com+l$in" of "(e m$@e of "(i! com+$n: or e*er ($! f$ce# $n:

of "(e +ro'lem! &i"( :our "r$c"or

DaE ,es DbE (o

If yes what kind

1. ileage

'. Price

-. PickAup

4. #hockers

:. +ny other

158817513 consumer perception towards agriculture tractors 60 hp class a comparative study of escort...

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