A

Summer Training Report

On

To analyzing the Costumer behavior towards

Escorts tractors in Dabra and Datia region
at

Escorts Tractors India Pvt. Ltd

Submitted in partial fulfillment of the requirements of

Master of Business Administration (MBA)
Amity University, Gurgaon (Manesar)

Under the Guidance of:

Submitted By:

Name: Mrs Geeta Ravish

Anoop Mishra

Assistant Professor, ABS

MBA: 3rd Semester

Roll No:A50002214003

Amity Business School

Amity university Gurgaon
Session 2014-16
1

PREFACE
Industrial exposure is the most crucial part of the
technical studies in which a student is able to synchronize
his technical knowledge with practical knowledge gained
in any of the organization in which he gets his training
from.
I was allotted a project titled, To analyzing the Costumer
behavior toward Escorts tractors in Dabra and Datia region.
I hope that the word of my project communicates the
actual experience gained with subtlety and precision,
which is unapproachable, by any other means.
From the medium of this project report, I would like to
thank each and every honorable employee of ESCORTS
INDIA PVT LTD FARMTRAC AND POWERTRAC DIVISION,
who has helped me to gain all the knowledge in the
respective production shop, where production process
was involved.

ACKONEWLEDGEMENT
I would like to thank to all those with whom I worked and whose
thought and in sights helped me in increasing and understanding of
working in the organization.
I would like to pay my sincere gratitude to MR.S.P PANDEY & all
employees, who helped me during the course of my training by
providing his valuable suggestion, ideas and guidance which proved
beneficial for completion of my training.
Besides I would also thank to all the supervisors foreman and workers
who helped me to understand the depth of my training and what they
want to the project.
These people made me comfortable to understand the functioning of
each machine & about the operation occurring on the machines.
These peoples never made me feel as a trainee in the department rather
provide an atmosphere like a family and feel proud being the part of
their through for short while.
Without their help this training would never have taken its present form.

And I am also thank full to the owner and all employees of Jai shree
tractors they all are help as a brother and provide friendly atmosphere
for me and give best suggestion.
Lastly, but not least I thank one and all who have helped me directly or
indirectly in completion of the report.
I have been really opportunistic to be a part of the Escort Group during
my summer training, which is one of the leading tractor company in
todays scenario.
I am once again, thankful to members of Escorts Group for their cooperation.

Table of Contents
CHAPTER-1......................................................................7
Overview of tractor industry...........................................8
Overview of Escorts Group...........................................11
Dealer profile................................................................15
Competition Information...............................................17
S.W.O.T Analysis...........................................................18
CHAPTER-2....................................................................19

objective & Methodology..............................................20

SIGNIFACANCE of the Study:-........................................20
CHAPTER-3....................................................................23

Conceptual Discussion..................................................24
CHAPTER-4....................................................................29

Data analysis................................................................30
CHAPTER-5....................................................................42

Finding..........................................................................43
Major finding:-..............................................................45
Suggestion...................................................................46
Bibliography.................................................................47

CHAPTER-1

OVERVIEW OF TRACTOR INDUSTRY

Indias long-term economic prospects, even today, depend to a large
extend on the agricultural sector, which contributes a quarter to the
gross domestic project and provides livelihood to 2/3 of the population.
A gradual and perceptible shift from subsistence farming to enterprise
farming is harbinger of modernization of the agriculture economy and
this will increase the contribution of the sector to the overall GDP in the
time to come.
The central government as well as several state governments is giving
due priority to agriculture and rural developments.
A tractor is a product, which has maximum utility in the agricultural
sector.
The tractor industry is segmented on the basis of the power of the tractor
engine measured in terms of horsepower (HP).
The maximum consumption is for 30-40 HP tractors. With the increase
in the availability of low cost finance for longer tenures, the sale of the
tractors is expected to go up.
The new trend observed in this sector is the shift in
consumption from

majority in the northern states to other parts of the

country, too.

The soil in the northern states is alluvial in nature and

thus requires a low powered tractor for tilling it.
However, states located in the western and southern
parts of the country where the soil being late rite or black
etc. is harder and needs high-powered tractors.
Tractor industry in India has passed through various hazes before
reaching where it is today.
During 1945 to 1960 demand was met entirely through import.
There were 37,000 tractors by 1960.
Production began in 1861 with five manufactures producing a total of
880 units per year.
By 1965 it increased to over 5,000 units per year and by 1970 annual
production rose to more than 20,000 units.
Six new manufacturing were established during 1971-1980.
In 1971 Escorts also started local manufacturing of Ford Tractors in
collaboration with Ford, UK. During, 1990 annual production rose to,
140,000 units making India an exporter to countries, mainly to Africa.
After De-licensing of tractor industry, production exceeded 2,55,000
units in 1997.
The growth of the industry over the last three decades
resulted in the

10

entry of several new entrants including all the major

multinational companies.
The industry now consists of 14 manufactures with an aggregate
installed capacity of approximately 4.50 lack tractors.
In the tractor industry, following are the key manufacturers:
Escorts india pvt.ltd
Mahindra& Mahindra Limited (M&M),
Gujarat Tractors Limited,
Tractors and Farm Equipment Limited,
Hindustan Machine Tools Limited,
Bajaj Tempo Limited
In 1999-2000. Since then, however the industry declined to a level of
1.72 lack tractors in the year 2002-2003, a decline of 33.3% over three
years.
Despite the step decline in the industry, Escorts consciously decided to
aggressively reduce channel inventory further by approximately 3,500
units reduces in the previous year.
This has not only impacted their revenue and profit adversely but has
also enabled the company to balance the cash flow of company
effectively.

11

Tractors form an integral part of farm mechanization and

have a crucial role to play in increasing agriculture
productivity, in India, 90% of the tractors are financed by
banks- credit at concessional rates.

12

OVERVIEW OF ESCORTS GROUP

The Escorts Group, with Escorts Limited as its flagship company, is
among Indias leading corporations operating in the diverse field of agri
machinery, construction & material handling equipment, automotive &
railway ancillaries information technology and financial services.
The group has 15 modern manufacturing facilities & an extensive
marketing network spread across the country.
The genesis of Escorts goes back to 1944 when two brothers, Mr. H.P.
Nanda and Mr. Yuri Nanda, launched a small agency house, Escorts
Agents Ltd.,in Lahore.
The companys principal activities were trading and representing leading
overseas manufacturers for the sale of their products in India.
One of its dealerships was for the Massey Ferguson brand of tractors.
In December 1959, Escorts agents ltd. was converted into a public
limited company and was renamed as Escorts Limited (EL).
In January 1960, EL decided to set up manufacturing
facilities for making tractors in India under the Escorts
brand name in the 25-40 Horsepower categories.

13

EL promoted Escorts Tractors Limited in 1969 as joint venture with

Ford Motor Company of USA for the manufacturing of Ford series of
tractors.
The tractors manufactured were in the 45-50 HP range and ETL became
the market leader in this segment with a share of above 50%.
Consequent to FMCs disposal of tractors operations to Ford New
Holland, USA, Ford new holland acquired the shares of FMC in ETL.
Following an agreement in 1995 to end the joint venture association, EL
acquired the entire stake of ford new holland in August 1995, making
escorts tractors ltd. a subsidiary of Escorts Ltd.
Over the years, Escorts has sured ahead and evolved into one of Indias
largest conglomerates.
Till 1993-94, all these activities were being carried out in various
divisions of EL.
EL undertook a major restructuring exercise between 94-98 spinning off
the divisions into separate companies.
The restructuring exercise-comprised consolidation of the agrimachinery business by merger of ETL with EL and having off various
divisions into separate companies.
EL booked gains of Rs. 2091 million over the four year period 1994-95
to 1997-98 though the sale of these the sale of these divisions.

14

MISSION

For an Enterprise business mission embodies of its endeavor, which

acts as a guiding light for continuous development & growth.
Mission of ESCORTS is:
Engineering Changes through core competency for greater synergy
reinforcing bonds with customers & establishing powerful symbiotic
relationship with international allies, preparing global market.
The company wants to make a lasting difference to its shareholders, its
customers, its business associates, its employee and the country as a
whole.
The company also gives better quality and better
technology to customer and treats every customer as
special to build respect for, and loyalty to, Escorts.

15

BOARD OF DIRECTORS

Managing Director &Chairman

Mr. Rajan Nanda

Joint Managing Directors

Mr. Nikhil Nanda

Directors

Dr. M.G.K. Menon

Dr. S.A. Dave
Dr. P.S. Pritam
Mr. S.C. Bhargava

Sr.Vice PresidentLaw & Company Secretary

Mr. G.B. Mathur

Exec. Vice President &

Group Chief Financial Officer
R.K.Budhiraja

16

Mr.

DEALER PROFILE
Where i have done my project:Jai Shree Tractors:Managing Director: Mr. Rajendra Mishra
Departments : Sales Section, Service Section & Spare Parts Section
Office staff:
Mr. Ram Jha (Accountant).
Mr. Neeraj Soni (Sales Manager)
Mr. Amit Shrivastav (Jr.&Computer Operator)
Mr. Ashish Bhargav (Salesman)
Mr. Chotu (Helper)
Sales Mans : Narendra, Neeraj, Jabhar, Rakesh,
Yogesh
Arjune, Ratan singh.
Service

Section:

Mr.Ashish

Gupta

(Workshop

Manager)
Mr. Sanjay Goutam (Jr.Manager)
Mechanics: Sakib Khan (Head mechanic)
17

Strength of the Showroom:1.

2.
3.
4.
5.
6.
7.

Experienced salesmans with market knowledge.

Well furnished office with different departments.
Large spare section with different all type of Escorts spare parts.
Quality service for customer satisfaction.
Qualified employees and skilled technicians.
They were authorized to sell class parts.
Separate workshop with skilled workers with several equipments

18

COMPETITION INFORMATION

S.N
o
1.

Tractors Company
Mahindra & Mahindra

Position in
Country
1

Mahindra Swaraj

Sonalika international
tractors
Massy Fergusson

John deer

Tafe

HMT

19

S.W.O.T ANALYSIS
Strength
1. Good contacts /successful
n/w
2. Positive attitude, self
discipline
3. Innovative products
4. 1200+ dealers in all india
5. Many touch points

1. Weakness
2. High work pressure due to
less number of workforce
3. Lack of work experience
4. Unrealistic targets
5. Increase no of branches with
same targets.
6. High product rates

Opportunity
Threat
1. Technical innovations
1. Dependency of rural
2. High exports potential due
segments and weather
to low cost of
2. Entry for foreign players
manufacturings
3. Government policies
3. Increase in credit availability
(Subsidy)
4. Increase farm mechanization
4. Increase fuel price
due to labor securities
5. Increase raw material cost
5. Growing economy and
improved farm practices

20

CHAPTER-2

21

OBJECTIVE & METHODOLOGY

SIGNIFACANCE OF THE STUDY:1. How Escorts increased their customer attitudes, customer
preference, sales & brand awareness in their region.

Objectives of the study:1. To study the consumer behavior towards Escort tractors in Dabra
& Datia region.

Research methodology:The data and information needed for the study has been
collected from primary sources.
The primary source used for collecting information was
questionnaire.

Research design:This research is descriptive in nature because it studies

the percentage of units in a specified population
exhibiting a certain behavior and the perceptions of
product characteristics, this study is quantitative in
nature, It is structured, standardized and questionnaire
based survey.

22

Data collection:For this study the primary data were collected from
conducting survey on that region.

Primary data:- The primary data was obtained

through market survey (questionnaire) method.
Target Population: The survey was held in Dabra and
Datia regions.
Sampling Procedure: The sampling procedure followed
is

convenience

sampling

under

non

probability

technique.
I conducted the survey among customers with various
profiles.
Sample size: Total sample size was 50.
Limitation of the study:
The study was restricted to the surrounding areas of the Dabra &
Datia only.
Therefore the result of the study cannot be generalized to other
parts of the country.

23

 Due to time constraints, the extensive research could not be

undertaken, therefore the sample size was restricted to 50
customers only.
Analysis of data collected from questionnaire was done on the
assumption, it is a relevant data.
Preferences & response of the customers would change over a
period of time.

24

CHAPTER-3

25

CONCEPTUAL DISCUSSION

26

1. DETERMINATION OF THE SAMPLING PLAN AND

SAMPLE SIZE
1.1 TARGET POPULATION
The specific population intended as beneficiaries of a
program. This will be either all or a subset of potential
users, such as adolescents, women, rural residents, or the
residents of a particular geographic area.
I have selected the sample through Simple random
Sampling
1.2 SAMPLE PLANE:
This involves figuring out how many samples one need.
The numbers of samples you need are affected by the
following factors:
1*

Project goals

2*

How you plan to analyze your data

3*

How variable your data are or are likely to be

4*

How precisely you want to measure change or

trend

27

5*

The number of years over which you want to

detect a trend
6*

How many times a year you will sample each

point
7*

How much money and manpower you have

1.3 SAMPLE SIZE

I have targeted 50 people in the age group above 21
years for the purpose of the research.
-The target population influences the sample size.
-The target population represents the Dabra & Datia
regions.
-The people were from different professional backgrounds.
The details of our sample are explained in chapter named
primary research where the divisions are explained in
demographics section.
1.4 RESEARCH PROCESS
The research process has four distinct yet interrelated
steps for research analysis
28

It has a logical and hierarchical ordering:

8*

Determination of target costumers.

9*

Development of appropriate research design.

10*

Execution of research design.

11*

Communication of results.

Each step is viewed as a separate process that includes a

combination of task , step and specific procedure, the
steps undertake are logical, objective, systematic,
reliable, valid, impersonal and ongoing.
Primary data is basically collected by getting
questionnaire filled by the respondents.
1.5 DESCRIPTIVE RESEARCH
STEPS in the descriptive research:
12*

Selection or development of instruments for

gathering the information

13*

Identification of target population and

determination of sampling Plan.

14*

Design of procedure for information collection

15*

Collection of information

29

16*

Analysis of information

17*

Generalizations and/or predictions

30

2. Tractor models:Powertrac 434

Powertrac- 439
Powertrac 445
Powertrac 4455
Powertrac Alt
Powertrac - Euro Series

Farmtrac- Hero
Farmtrac- Champ
Farmtrac- 45
Farmtrac-60
Farmtrac- 6050
Farmtrac- 6060

CHAPTER-4

31

DATA ANALYSIS
In this chapter we will discussing and analyzing the data
with the help of some points.
Awareness level with comparison to others brands
Profession of Respondents
Classification of respondents according to tractors influencing in
purchasing the tractors

Respondents Incomes
Mode of purchase
Satisfaction with the financier
Sources of Awareness
Purchase of present
After sales and service
Suggest the vehicle to others
Response and behavior of the firm staff with respect of sales and
services

Awareness level with comparison to others brands.

32

Particulars Mahindr Tafe Swar

a

aj

Eich

Esco

er

rt

John Total
Deer
e

No. of

10

02

20

50

20

12

16

04

40

100

responden
ts
Percentag
e%
Brand awareness of above table
25
20
15
No. of respopondents

10
5
0
Mahindra

Tafe

Swaraj

Eicher

Escort John Jeera

Brands

Therefore we come to know that most of people are

aware of Escorts tractors then seconds is Mahindra
tractors.

Profession of Respondents
33

Particulars

No.

of Percentage

Respondents
Agriculture

26

52%

Business

08

16%

Others

16

32%

Total

50

100%

120
100
80
No.of respondent

60

%
40
20
0
Agriculture

Business

Others

Totals

The above table clear that most of the peoples are

farmer.

Respondents Incomes
34

Incomes

No.

of Percentage

respondents
Below 40000

08

16%

41000-70000

06

12%

71000-100000

27

54%

and 09

18%

110000
above
Total

50

100%

120
100
80
60
40

No. of respondent
percentage

20
0

The study clearly states that the income is also an

important parameter in purchasing the tractors.
Classification of respondents according to tractors influencing in
purchasing the tractors
35

Particulars

No.

of Percentage

respondents
Company

30

60%

Advertisement

04

08%

Colleagues

04

08%

Friends

06

12%

Self

04

08%

Relatives

02

04%

Total

50

100%

showroom

120
100
80
No of respondent

60

Percentage

40
20
0
Showroom ad

colleagueFriends

Self

Relatives Total

Most of the people are buying the tractors in the

showroom.
Mode of purchase
Particulars

No.

of Percentage
36

respondents
Cash

15

30%

Credit

35

70%

Total

50

100%

120
100
80
No of respondent

60

%
40
20
0
Cash

Credit

Total

Most of the customers are buying the tractors on the

basis of credit.

Satisfaction with the financier

37

Particulars

No.

of Percentage

respondents
Fully satisfied

28

56%

Partially satisfied 13

26%

Dissatisfied

09

18%

Total

50

100%

120
100
80
60
40

No. of respondent

20

Percentage

Highest percentage of consumer is satisfied with the

financiers providing the company

Sources of Awareness
38

Particulars

No.

of Percentage

respondents
T.V.Adds

02

04%

Wall painting

18

36%

Magazines

03

06%

Others

27

54%

Total

50

100%

120
100
80
No.of respondent

60

Percentage
40
20
0
T.V.Adds Wall painting Magazines

Others

Total

It clear that mainly peoples are aware the brand through

other people

Purchase of present vehicle

39

Particulars

No.

of Percentage

respondents
Company

38

76%

Friends

08

16%

Relatives

02

04%

Others

02

04%

Total

50

100%

showroom

120
100
80
No. of respondent

60

percentage
40
20
0
Showroom Friends

Relatives

Others

Total

Most of the consumers are purchased the present vehicle in the

showroom
After sales and service consumer satisfaction
40

Particulars

No.

of Percentage

respondents
Excellent

30

60%

Good

08

16%

Average

06

12%

Poor

06

12%

Total

50

100%

60
50
40
No. of respondents

30

Percentage
20
10
0
Excellent

Good

Average

Poor

Total

Most of the peoples are satisfied with the after sales and
services
Suggest the escorts tractors to others
Particulars

No.

of Percentage
41

respondents
Yes

36

72%

No

14

28%

Total

50

100%

60
50
40
No. of respondents

30

Percentage
20
10
0
Yes

No

Total

Most of the people are saying yes

Response and behavior of the firm staff with respect of sales and
services

42

Particulars

No.

of Percentage

respondents
Informative

11

22%

Co-operative

21

42%

Communication

12

24%

Convincing

06

12%

Total

50

100%

60
50
40
30
No. of respondents

20

Percentage
10
0

Most of the people are cooperative

CHAPTER-5

43

FINDING
Findings of the study:-

44

 Among 50 respondents it was found that 52% were aware of

Escorts tractors and like to purchase Escorts vehicle only because
of its good performance.
Out of 50 respondents it was found that 62% which of 31
respondents purchase tractors for agricultural purpose, 14%
respondents for business and 24% respondents for other purpose
therefore we can say agriculture is the main reason for purchasing
of tractors.
Out of 50 respondents it can be seen that 36% i.e. 18 respondents
purchased tractors due to wall painting, and 4% .among 54 % of
the respondents were purchased from others.
Out of respondents it was found that 54%, which of 27 respondents
are in an income group of Rs. 71000 to Rs. 100000 and 12% which
are respondents are in an income level of Rs. 41000 to Rs.71000.
Out of 50 respondents it was found that 30 respondents are
influenced by company showroom during purchase, company sales
man and rest of others by advertising friends/ relatives, etc
influence 20 respondents.

Among 50 respondents 35 are like to purchase vehicle through

credit mode and 15 respondents by cash.

45

 Among 50 respondents, 17 are fully satisfied with the dealers

services and 9 are satisfied and 9 respondents were not too much
satisfied.
Among 50 respondent 28 are fully satisfied the finance service
then13 peoples are not fully satisfied.
Among 50 peoples 54% are aware the brand through other peoples
36% people are aware with the help of wall paintings and etc.
Among 50 people 76% are purchase the present vehicle in
showroom because they think its my present vehicle so they
purchase, rest of are purchase with the help of friends and other.
Among 50 people 60% after purchase the vehicle they fully
satisfied in service 16% are saying good.
Among 50 people 72% people was suggest the escorts tractors to
other people.
Among 50 people 42% was said dealer and other members are
cooperative 24% was good communicate to other.

MAJOR FINDING:From the result of this survey we found that the overall
behavior of consumer towards the escorts tractors is
excellent.
46

And the response of consumer towards the escorts

tractors was so good.

SUGGESTION

47

During the survey the regular customers of Escorts

tractors come out with organizing information and
suggestions some of them are listed below:
1. Escorts Company needs additional sales promotional
activities

like

organizing

exhibitions,

fairs

issuing

catalogues and broaches, display and demonstration,

contests etc.
2. Company should give advertisement in magazines and
news papers to make them aware and to attract
customers
3. Dealer should attract customers by giving special
reduction in prices at the time of festivals
4. Dealer/sales manager requires conducting meetings
conventions and conferences, and training their sales
force

by

providing

sales

target,

bonus

and

other

incentives.
5. Dealer should personally take care of customers share
of in small number of customers are not satisfied by the
response given by the service personnel at the time
general check up.
48

BIBLIOGRAPHY
Referencewww.escorttractors.com
www.agrimachinerybusiness.com
BooksMarketing Management by Philip kottler
Magazines Auto india

49

ANNEXURE
Questionnaire:Dear Sir / Madam,
I would be thankful if you can spend a couple of minutes
to fill this questionnaire the information is for academic
purpose and will be kept confidential.
1. Name

2. Age

3. Educational

4. Address

5. Occupation

: a) Farmer[ ]

b) Other[ ]

6. Annual Income : a) Below 40000 [ ]

b)

41000-8000 [ ]
c) 81000-110000 [ ]
111000 and above[ ]
7. Is this your first tractor?
a) Yes[ ]

b) No[ ]

8. Which mode do you prefer for payment?

50

d)

a) Cash [ ]

b) Credit [ ]

9. What factors influenced you to buy this tractor?

a) Friend [ ]
c) Relatives [ ]

b) Advertising

[]

d) Company goodwill [ ]

10. What are the motivating factors for your purchase?

a) Price [ ]
c) Quality[ ]

b) Model [ ]
d) Good Service [ ]

11. How did you come to know about Escort?

a) Pamphlets [ ]

b) TV Adds

[]

c) Wall Painting [ ]

d) Magazines[ ]

12. What is your purpose of purchasing tractor?

a) Agriculture [ ]

b) Business [ ]

c) Other purposes [ ]
13. If you purchase on credit basis, then which of these
below
financial institutions would you prefer?
a) M&M [ ]

b) ICICI [ ]

51

c) SBI [ ]

d) Axis [ ]

14. Are you satisfied with the after sales and services?
Rate accordingly.
a) Excellent [ ]

b) Good [ ]

c) Average [ ]

d) Poor [ ]

52