“A STUDY ON CUSTOMER PERCEPTION ABOUT TRACTORS”
Agri Machinery Group
BY:BALJEET SINGH(MBA/1048/09) BIRLA INSTITUTE OF TECHNOLOGY(MESRA)
FINAL REPORT ON CUSTOMER PERCEPTION ABOUT TRACTORS BY BALJEET SINGH COLL ROLL NO.-MBA/1048/09
Agri Machinery Group
COMPANY GUIDE: Mr. ASHOUTOSH SINGH AREA BUSINESS MANAGER ESCORTS LTD. Agri Machinery Marketing Division
The report is submitted as partial fulfillment of the requirement of MBA Program of BIRLA INSTITUTE OF TECHNOLOGY, Mesra (Ranchi)
Place- Faridabad (Haryana)
CONTENT PAGE NO.
1. ACKNOWLEDGEMENT 2. EXECUTIVE SUMMARY 3. ABSTRACT 4. PREFACE 5. HISTORY OF TRACTORS A. HISTORY OF TRACTORS IN INDIA 6. INDUSTRY PROFILE A. AGRI MACHINERY B. INDUSTRY ANALYSIS 7. COMPANY PROFILE A. HISTORY OF ESCORTS B. THE ESCORTS SYMBOL C. PRODUCT LINE OF ESCORTS LTD D. PRODUCT AND MARKET E. CORPORATE SOCIAL RESPONSIBILITY F. THE EMERGENCE OF NEW PRODUCT IN ESCORTS G. PRODUCT LIFE CYCLE 8. MANUFACTURERS AND COLLABORATORS 9. RESEARCH OBJECTIVE 10. REVIEW OF LITERATURE A. CUSTOMER PERCEPTION THEORY
6 7 9 10 11 12 17 17 20 29 29 33 36 38 42 43 45 47 49 50 50
B. CUSTOMER SATISFACTION THEORY 11. HYPOTHESIS 12. RESEARCH METHODOLOGY 13. ROBUST RURAL LIQUIDITY SUPPORTS DEMAND A. INDUSTRY TRENDS BY REGION B. INDUSTRY TRENDS BY TRACTOR HORSE POWER (HP) C. SOME LONG-TERM DEMAND DRIVERS FOR THE INDUSTRY D. CURRENT OUTLOOK E. STRUCTURE OF THE INDIAN TRACTOR INDUSTRY F. MARKET SHARES OF VARIOUS PLAYERS G. MAJOR COMPETITORS H. DRIVERS OF TRACTOR GROWTH I. CHALLENGES FOR TRACTOR INDUSTRY 14. ANALYSIS AND INTERPRETATION 15. FINDINGS 16. LIMITATIONS 17. SUGGESTIONS & RECOMMENDATIONS 18. CONCLUSION 19. FORM A. DEALER FEEDBACK FORM B. CUSTOMER FEEDBACK/PERCEPTION FORM 20. REFERENCE 116 83 92 97 99 109 111 63 64 66
67 69 70 71 72 74 78 78 80
―You learn something every day if you pay attention.‖ it is often said. I realized it even better during my summer internship program. When I completed this journey, I may not have come this far without help, guidance and support of certain people who acted as guides, friends and torch bearers along the way.
I express my deepest and most sincere thanks to Mr. ASHOUTOSH SINGH, Area Business Manager, ESCORTS Ltd Agri Machinery Marketing Division, without his help and support this project would not have been possible. I express my gratitude to Mr. J P Sharma, Manager Human Resources of ESCORTS Ltd Agri Machinery Group, for giving me the opportunity to work with ESCORTS Ltd Agri Machinery Group. Interacting with Mr. SUNIL KUMAR, TBM for Haryana & Punjab, I learnt few tricks of professional management and I am sure the knowledge imparted will go in a long way in enriching my career. You learn more quickly under the guidance of experienced teacher. You waste a lot of time going down blind alleys if you have no one to lead you and this report eminently more understandable than it otherwise might have been, without the advice of my project guide Mr. VISHAL MAHLY, TBM for Haryana. He helped me a lot while going through the whole project with all his efforts for the successful completion of the project. Last but not the least, I take this opportunity to express my sincere thanks to everyone who has directly or indirectly helped me in completing the project successfully.
Indian tractor market is through a very crucial period. Being the largest tractor market in the world in unit terms, it is going to witness tremendous competition of the kind it has not seen till now. The various factors, which are a concern for Escorts in this war of competition, are: Reaching of saturation point as far as fresh buyers are...
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