CHAPTER-1
INTRODUCTION

Page 1
Introduction
Gone are the days when people used to take a lot of trouble to meet their loved ones, travelling
on foot or u...
1.1 TITLE OF THE STUDY
A STUDY ON CUSTOMER BUYING BEHAVIOUR TOWARDS JOHN DEERE
TRACTORS, BATHINDA

(A Study under Taken at...
1.3 METHODOLOGY AND SAMPLING PLAN
The report is made to find out the consumer behavior towards John Deere Tractors by usin...
CHAPTER 2
INDUSTRY PROFILE

Page 5
Tractors are an integral part of mechanization and have a crucial role to play in increasing
agricultural productivity. By...
2.1 SALES
Tractor sales have lost traction over the last 1.5 years, with persisting challenges in terms of
weak farm inflo...
Tractor Industry – HP Wise, Region wise Performance

Tractor Industry – Long Term Growth Outlook


In the long run some a...


Which would indicate that tractor Industry in India would continue to grow, in medium to
long term basis over the next ...
Latest developments
Today in India there is an increase in awareness among the farmers for the need of farm
mechanization ...
The report highlighted that deficient and delayed monsoons have had a significant impact on
industry volume growth. The tr...
complicated, rushed, and time-starved, the ability of a brand to simplify decisions making and
reduce risk is invaluable.
...
means that the consumers can propose, recommend, choose, or use the brand. The objectives of
most advertising campaign are...
CHAPTER-3
COMPANY PROFILE

Page 14
John Deere was born in Rutland, Vermont, February 7, 1804. He spent his boyhood and young
adulthood in Middlebury, Vermont...
supply management, embedded systems and technical authoring for company‘s operations world
wide.
John Deere Water, formed ...
To expand its global presence in Agriculture equipment, John Deere established a green field
project in 1999 under a 50:50...
Transmission Factory

The heart of the factory, the transmission assembly has
state-of-the-art systems adopted from the be...
Cleanliness of components is continuously maintained using
special purpose washing machines both online as well as
offline...
distribution as well as integration of manufacturing processes. Area offices, dealers, depots and
C & F agents are network...
development, sustenance engineering and customer support. Practice areas are very diverse,
offering employees at the techn...
products in every area of the enterprise. These engineers work directly with Phoenix
International, John Deere's electroni...
Farm Equipments

Page 23
3.4 TECHNOLOGY IN THEIR PRODUCTS

John Deere has built many innovative and diverse products in which Information Technolog...
money. School is never out for John Deere service technicians. Training schools are held
regularly
to be sure our personne...
John Deere India has set up a parts distribution center adjacent to its manufacturing facility at
Sanaswadi-Pune. This pro...
recommend it for use in all heavy-duty and light-duty diesel and gasoline engines, including
automobiles.
John Deere Coola...
"minimum" industry standards?
Minimum standards simply aren't acceptable when it comes to protecting John Deere engines.
T...
The following John Deere Filters are available for use in
John Deere tractors:
1. Engine Oil Filter
2. Transmission / Hydr...
Innovation is one of our core values. For over 170 years, we have been stretching the boundaries
of technology and have hu...
opportunities with John Deere in India. You may search on our India Job Portal and apply online
for a position that matche...
CHAPTER-4
THEORETICAL ASPECTS
OF BEHAVIOR

Page 32
THEORETICAL ASPECTS OF BEHAVIOR
Introduction:The study of consumer behavior is the study of how individuals make decision ...
Many early theories concerning consumer behavior based on economics theory, on the
notion those individuals at rationally ...
In other words consumer are persons who act in the capacity of consumers, whether they
consume on their own behalf (final ...
Buying behavior:
Consumer decision-making varies with the type buying decision. Complex and expensive
purchases are likely...
Perception.
Learning
BUYER CHARACTERISTICS:INFLUENCING CONSUMER:

Cultural

Social

Personal
Psychological

B

Reference

...
CULTURAL CHARACTERISTICS
The broadest influence on the buyer is the buyer cultural characteristics, particularly the
buyer...
REFERENCE GROUPS:This group influence the person‘s attitudes, opinions and values. Some are primary
groups such as family;...
Newly married couples
The fullness I

: young no children.
: young married couples with youngest
Child under six.

The ful...
5. PERSONALITY
Personality describes the organization of the individuals distinguishing character trait
attitudes and habi...
A belief is a descriptive thought that a person holds about something manufacturers are
very much interested in the belief...
CHAPTER-5
DATA INTERPRETATION

Page 43
Table 1: Table showing on Age of respondents
YEARS

No. of Respondents

Percentage

BELOW-20

2

2%

20-30

37

37%

30-40...
Table 2: Mode of sales
Particulars

No. of Respondents

Percentage

Cash

5

5%

Credit

95

95%

TOTAL

100

100%

Sales
...
Table3: Source of purchase

Particulars

No. of Respondents

Percentage

Showroom

72

72%

Friends

25

25%

Relatives

3...
Table 4: In which season do you prefer to buy a Tractor?

Spring

56

Summer

26

Autumn

11

Winter

7

Autumn
11%

Winte...
Table 5: Which financial factor influences you most while buying a Tractor?

Price

24

Loan facility

23

Buy back scheme...
Table 6: To which extent does these factors affects your choice of a Tractor?

Brand Name

18

After Sale Service

18

Ava...
7. Are you aware of John Deere Tractors?
Table7
Yes
Are you aware of John Deere Tractors

No
90

10

Graph 7

aware of Joh...
8. Did you consider buying John Deere Tractor?
Table 8
Yes
Did you consider buying a John Deere Tractor

No
86

14

Graph ...
9. Were you approached by a John Deere Representative / Salesman?
Table 9
Yes

No

Where you approached by a John Deere
Re...
10. Did you approached the John Deere Dealer or John Deere Showroom?
Table 10
Yes

No

Did you approach the John Deere Dea...
11. Were you given any explanation about the company?
Table 11
Yes
Were you given any explanation about the company

No
95...
12. Were you given any explanation about the dealership?
Table 12
Yes
Were you given any explanation about the dealership
...
13. Were you invited to the dealership?
Table 13
Yes
Were you invited to the dealership

No
98

2

Graph 13
2%

Yes

No

9...
14. Were you given any explanation about the product feature and quality?
Table 14
Yes
Were you given any explanation abou...
15. Were you told about the following benefits of the John Deere Tractors?
Table 15
Yes

No

Fuel Efficiency

97

3

Hi-te...
16. Were you give any explanation on the annual savings from purchasing a John Deere
Tractors?
Table 16
Yes

No

Were you ...
17. Were you offered a test drive on John Deere Tractors?
Table 17
Yes
Were you offered a test drive on a John Deere Tract...
Table 18: Awareness regarding the Models of John Deere tractors
SL.NO

PARTICULARS
OFBRANDS)

(NO NO
OF PERCENTAGE
RESPODE...
Table 19: Showing The Pricing Policy
OCCUPATION

No. of Respondents

Percentage

Very High

32

32%

High

67

67%

Reason...
Table 20: Respondents Response about the Mileage
Mileage

No. of Respondents

Percentage

0-5km/liter

29

29%

5-10 km/li...
21. How do you describe John Deere Tractors Pvt. Ltd., Bathinda / your Tractor on
following attributes?
Table 21
High Qual...
LIMITATION OF THE STUDY:The study has undertaken during the training in John Deere tractors, Bathinda, only few
aspects of...
CHAPTER-6
FINDINGS &
SUGGESTIONS

Page 66
FINDINGS & SUGGESTIONS
Findings
A study has been conducted to understand the consumer‘s behavior, beliefs, brand loyalty, ...
SUGGESTIONS
Since there is an increasing demand for John Deere Tractors in the market I suggested that,
Good positioning o...
CHAPTER: 7
CONCLUSION

Page 69
CONCLUSION
To conclude the summer project on "Customer Buying Behaviour towards John Deere
Tractors‖ Bathinda. I have rece...
BIBLIOGRAPHY

Page 71
BIBLIOGRAPHY

BOOKS

1. Marketing Management

- Philip Khotler

2. Principles of Marketing

- T.N Chaabra

MAGZINES:
The B...
Name: ______________________

ANNEXURE: QUESTIONNAIRE
1. What is your age?
Below-20

20-30

30-40

40-50

Above-50

2. Wha...
9. Were you approached by a John Deere Representative / Salesman?
Yes

No

10. Did you approach the John Deere Dealer or J...
19. How you feel about the pricing policy of John Deere Tractors?
Very High

High

Reasonable

20. What is your response a...
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  1. 1. CHAPTER-1 INTRODUCTION Page 1
  2. 2. Introduction Gone are the days when people used to take a lot of trouble to meet their loved ones, travelling on foot or using bull carts. The automobile industry has evolved as a savior for everyone. The growth of automobile industry has shrunk the world and made everything easily accessible. Present day scenario of business In the last two decades the world of business has undergone rapid transformation which has led to the advent of newer and newer technologies in the agriculture industry. As a result , the domestic companies have to strive through a long way to find a place in the market. Every company has its own strengths and weakness and a proper balance has to be struck between them in order to carry on their activities without any hindrance. Every competitor is a major threat to every manufacturer. Therefore, domestic companies cannot ignore competitors and market if they to find a safe place in today‘s market. In order to stay afloat in the market, the marketers of consumer goods have to adopt ‗more for less‘ policy, ‗satisfaction guaranteed‘ policy. Another important factor in today‘s business climate is the trust on safeguarding the environment in order to prevent pollution or any other hazardous effect Today’s consumer Consumers of today have varying needs and unlimited wants. As a result, the consumer value and satisfaction have become the focus of every marketer. Consumer behavior is the study of how and why the consumer behaves in a particular way. Another important feature of today‘s consumer is the want for a multipurpose product at a reasonable price. The marketers have to understand the psychology of consumers and adopt the value chain concept as a company tool for identifying ways to create consumer value and satisfaction. Page 2
  3. 3. 1.1 TITLE OF THE STUDY A STUDY ON CUSTOMER BUYING BEHAVIOUR TOWARDS JOHN DEERE TRACTORS, BATHINDA (A Study under Taken at Guru Nanak Agro Services, Bathinda) 1.2 OBJECTIVES OF THE STUDY:To know mode of sales and source of purchase to buy a tractor. To study the factors affecting the choice to buy a tractor and awareness regarding John Deere tractors To evaluate the dealership and company response to the buyer with means of test drive. To study the pricing policy and mileage of John Deere tractors To find out attributes while purchasing John Deere tractors. Page 3
  4. 4. 1.3 METHODOLOGY AND SAMPLING PLAN The report is made to find out the consumer behavior towards John Deere Tractors by using two sources of data methods of marketing research. Sources of data:Primary data and secondary data: Primary data: the primary method of collecting data through questionnaire method and interview method Secondary data: secondary data gathered from various sources like internet, magazine etc 1.4 SAMPLING SIZE AND METHODOLOGY ADOPTED ―100‖ samplings and methodology adopted‖ questionnaires cum interview method. 1.5 SOURCES AND TOOLS Sources and tools to be under taken giving a general statement of the method used i.e., questionnaire& interview method Data sources : Primary and Secondary data Research instrument : Questionnaire& interview method Sampling plan : 100 members Page 4
  5. 5. CHAPTER 2 INDUSTRY PROFILE Page 5
  6. 6. Tractors are an integral part of mechanization and have a crucial role to play in increasing agricultural productivity. By advancement in manufacturing of tractors there's possibility that could lead India to another green revolution. Indian Tractor Industry developed in 1945 to 1960 because of the War surplus tractors and bulldozers were imported for land reclamation and cultivation in mid 1940's. In 1947 Central and State Tractor Organizations were set up to develop and promote the supply and use of tractors in agriculture and up to 1960, the demand was met entirely through imports. In 1951 there were 8,500 tractors in use, 20,000 in 1955 and 37,000 by 1960. Local production began with five manufacturers in 1961 producing a total of 880 units per year. Eicher, Gujarat Tractors, TAFE, Escorts, M&M are the major tractor manufacturers. Tractors are capital intensive, labour displaying used as a mode of transport, in electricity generation, in construction industry and for haulage operation. It has now become an integral part of farm structure .The problems of farmers has been erased by the application of tractor for agricultural activities which swept India during the last twenty years . Indian Tractor Industry, comparatively young by world standards has expanded at a spectacular pace during the last four decades. Consequently it now occupies a place of pride in India's Automobile Industry also. U.S.A., U.S.S.R. and only a few Western European countries exceed the current production of tractors. India's growth is unmatched even with countries of long history of Tractor manufacturing. The Indian Tractor Industry's spectacular achievement reflects the maturity and dynamism of tractor manufacturers and the various policies adopted by the government to enable it to effectively meet the demand. It is a typical industry where both imported technology and indigenous developed technology have developed towards meeting the overall national requirements of the country. As per the global spotlight on tractors manufacturers in terms of volume seems to be swinging away from the USA, UK and Western and Eastern Europe towards India where growth in the number of producers and the total volume in recent years have been impressive. In India, Tractor Industry has played a vital role in the development. Page 6
  7. 7. 2.1 SALES Tractor sales have lost traction over the last 1.5 years, with persisting challenges in terms of weak farm inflows, somber demand from non-agricultural segment, increase in cost of ownership marked by high interest rates and hike in prices of tractors and diesel, and lower disposable income levels of farmers. In the current fiscal, growth was further affected due to weak monsoon precipitation, especially in the southern belt, and tractor industry saw volumes declining by as much as 10.9% during Q2FY13. Although buying during festive period lent some support to the sales in Q3FY13, the overall market (domestic+ export) has de-grown by 2.5% in 9mFY13. Notwithstanding efforts by tractor manufacturers to generate demand-pull through model launches/variants as well as price discounts, industry growth continues to slip in the current quarter. We expect tractor sales volumes to witness a decline of (2-4%) for full year FY13. Tractor demand is however expected to improve in FY14 with correction of cyclical headwinds; pace of recovery shall be contingent on rabi crop inflows, performance of south-west monsoon, and recovery in non-farm demand. We maintain a volume CAGR of (8-9%) over the next five years as long term drivers continue to remain favourable. Government of India (GOI) remains committed towards rural development and agri-mechanisation; besides other factors like scarcity of farm labour, healthy credit availability, moderate penetration and shortening replacement cycle, continue to encourage demand for tractors. Page 7
  8. 8. Tractor Industry – HP Wise, Region wise Performance Tractor Industry – Long Term Growth Outlook  In the long run some agencies have projected the growth for Indian Tractor industry to continue till 2030. Which is very much logical considering the low level of tractor penetration, lower horse-power tractor usage and much lower yield per acre by the Indian farmers. There is tremendous scope for farm mechanization in India.  India lags far behind the global averages and more specifically to China in terms of agriculture produce yield per hectare for various crops. As per rough estimate by some experts of tractor requirement in India to till the complete arable land through mechanical means would indicate that there is a need for 16.4m tractors in India, whereas the current number of tractors available in the country are less than 5m. Page 8
  9. 9.  Which would indicate that tractor Industry in India would continue to grow, in medium to long term basis over the next two decades, 2030. Page 9
  10. 10. Latest developments Today in India there is an increase in awareness among the farmers for the need of farm mechanization and are keen to acquire tractor with the help of credit facilities from financial institutions. Agronomists believe that there is need for more tilling due to depletion of moisture and repeated cultivation of land .It is precisely for this reason that the demand for tractors was well maintained even during a drought period. Cost of tractors in India is the cheapest in world .The cost of a finished tractor here is as much as the cost of gear box in developed countries. Hence there exists tremendous scope for exports. Animal power available is too inadequate to meet power demand of our farmers. Mechanized operations are preferred to eliminate drudgery and delay, also labour shortage during harvesting increased the use of tractor. More farmers are opting for multiple cropping over last decade. Country's net cropped area had remain virtually stagnant while gross cropped area increased by about 4.7%. This indicate the increased popularity of multiple cropping 95% of tractor sales are on credit. Credit is extended by commercial banks, state land development banks and regional rural banks. Irrigation facilities reduce reliance on the monsoon and allow for quick yielding varieties of food grain .This reduces the cropping cycle to 3-4 months from the traditional 5-6 months. Reduced cropping cycle require deep tilling which translates into higher demand for tractors. 2.2 GROWTH After registering modest growth (around 2.8 per cent ) during the first quarter of the current fiscal, growth in the Indian tractor industry slopped into negative territory during the second quarter, dropping by almost 11 per cent on a year-on-year basis, says an ICRA report. Page 10
  11. 11. The report highlighted that deficient and delayed monsoons have had a significant impact on industry volume growth. The tractor industry had clocked a moderate growth rate of 12.5 per cent during 2012-13, selling 600,000 units. "Further, industry demand continues to be held back by firm interest rates, extended bout of high inflation affecting investment sentiment of farmers and hike in tractor prices by domestic OEMs. Demand from the non-agricultural segment has also remained sluggish with no significant pickup in construction and infrastructure related activity", the report titled 'Indian Tractor Industry: Weak monsoons dampen demand in a struggling market' said. ICRA expects tractor sales to be tepid during the third quarter of the current financial year, in light of weak Kharif output and concerns over delayed sowing of Rabi crop. Year-on-year growth rates are however, expected to see some improvement during the fourth quarter supported by the weak base of Q4 2011-12, and likely reversal of interest rate cycle. "Overall, we expect tractor sales volumes to witness flat volumes (0-2 per cent decline) for full year FY13; while maintaining a volume CAGR of 8-9 per cent over the next five years", the report projected. ICRA, however, feels that while the industry is beset with near term challenges, the long term prospects continue to derive strength from factors such as support from the government of India towards rural development and agri-mechanisation, scarcity of farm labour especially during the sowing season, increase in credit flow to agriculture, moderate penetration, shortening replacement cycle; besides healthy exports. 2.3 HISTORICAL & TECHNICAL BACKGROUND OF BRANDS Brands identify the source of market of a product and allow consumers-either individuals or organizations-to assign responsibility to a particular manufacturer or distributor. Consumers may evaluate the identical product differently depending on how it is branded. Consumers learn about brands through past experiences with the product and its marketing program. They find out which brands satisfy their needs and which ones do not. As consumers‘ lives become more Page 11
  12. 12. complicated, rushed, and time-starved, the ability of a brand to simplify decisions making and reduce risk is invaluable. Brands also perform valuable functions for firms. First, they simplify product handling or tracing. Brands help to organize inventory and accounting records. A brand also offers the firm legal protection for unique features or aspects of the product. The brand name can be protected through registered trademarks; manufacturing processes can be protected through patents; and packaging can be protected through copyrights and designs. These intellectual property rights ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset. Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again. Brand loyalty provides predictability and security of demand for the firm and creates barriers to entry that make it difficult for other firms to enter the market. Loyalty also can translate into a willingness to pay a higher price—often 20 to 25 percent more. Although competitors may easily duplicate manufacturing processes and product designs, they cannot easily match lasting impressions in the minds of individuals and organizations from years of marketing activity and product experience. In this sense, branding can be seen as a powerful means to secure a competitive advantage. To firms, brands thus represent enormously valuable pieces of legal property that can influence consumer behavior, be sought and sold, provide the security of sustained future revenues to their owner. Large earning multiple have been paid for brands in mergers or acquisitions, starting with the boom years of the mid-1980s. The price premium is often justified on the basis of assumptions of the extra profits that could be extracted and sustained from the brands, as well as the tremendous difficulty and expense of creating similar brands from scratch. Wall Street believes that strong brands result in better earnings and profit performance for firms, which, in turn, creates greater value for shareholders. Much of the recent interest in brands by senior management has been result of these bottom-line financial considerations. ―Marketing Memo: The brand Report card‖ lists 10 key characteristics based on a review of the world‘s strongest brands. Brand awareness is the consumers‘ ability to recognise or recall (identify) the brand within a given product category in sufficient detail to make a purchase decision. This also Page 12
  13. 13. means that the consumers can propose, recommend, choose, or use the brand. The objectives of most advertising campaign are to create and maintain brand preference. The first step is to make potential consumers aware of a brands‘ existence. One of the prominent goals of any business should be to build brand image and awareness of its product, albeit in as cost – effective manner as possible. Consumer tends to make purchasing decision based on peer recommendation and direct experience, as well traditional advertising methods. The project aims towards increasing the brand awareness since its one of the effective tool to effect the final purchase decision and the volume of sales. I had used the topic to find out or measure the brand awareness level among the customers and the ways to increase its awareness. Here the topic of the study is ―Customers Brand Awareness‖ towards John Deere Tractors, with special reference to Popular Vehicles and Services Ltd , Bathinda. This study search for brand awareness level of customers towards various aspects of the product. As part of this study, survey is conducted in Bathinda Region. Questionnaire is used to collect data from customers. While the detail regarding the company is obtained from company‘s website, magazines etc… Sample size of the study takes here is hundred and Samples selected from areas of Bathinda district. In this project, I went into a search for details regarding the brand awareness of John Deere Tractors and its acceptance rate and the promotion effectiveness. The analysis was done with the help of the data collected through questionnaire taking the sample size of 100 in an around Bathinda. As the brand awareness is directly associated with promotion strategy taken by the company its effectiveness is evaluated and the steps to increase the awareness level of the customers are considered. Therefore I have used various tools and techniques for the purpose of analysis of the data and have tried to throw a clear light towards the level of brand awareness of John Deere Tractors and the measures to increase its awareness and to evaluate the best media of communication for the purpose. Page 13
  14. 14. CHAPTER-3 COMPANY PROFILE Page 14
  15. 15. John Deere was born in Rutland, Vermont, February 7, 1804. He spent his boyhood and young adulthood in Middlebury, Vermont, where he received a common school education and served a four-year apprenticeship learning the blacksmith's trade. In 1837, John Deere founded the company that would come to bear his name. Incorporated as Deere & Company in 1868, it has grown from a one-man blacksmith shop into a worldwide corporation that today does business around the world and employs approximately 50,000 people. Thier company is guided today, as it has been since its beginning, by John Deere's original values of integrity, quality, commitment and innovation. John Deere India John Deere Technology John Deere Water John Deere Water, Center John Deere Sanaswadi Pune India, John Deere Technology Center, Vadodara Magarpatta City Pune John Deere India Private Limited is a subsidiary of Deere & Company, USA in India. Its factory, located near Pune, manufactures 5000 Series agricultural tractors. The Indian operations of Deere & Company include a technology center located at Magarpatta City Pune and John Deere Water Vadodara. The technology center provides services in the areas of Information technology, engineering, Page 15
  16. 16. supply management, embedded systems and technical authoring for company‘s operations world wide. John Deere Water, formed by the acquisitions of Plastro Irrigation Systems, T-Systems International, and Roberts Irrigation Products, is one of the leading irrigation companies in the world today. 3.1 JOHN DEERE INDIA Page 16
  17. 17. To expand its global presence in Agriculture equipment, John Deere established a green field project in 1999 under a 50:50 joint venture with Larsen & Toubro Limited (L&T) — an engineering company of repute from India. A state of the art tractor manufacturing plant for 5000 series John Deere tractors was set up at Sanaswadi, near Pune, in the state of Maharashtra. These tractors were introduced in India in early 2000. In 2005, Deere & Company acquired nearly all the remaining shares in this joint venture. The new enterprise, John Deere India Private Limited, Sanaswadi, Pune, operates through a network of 18 area offices, 4 divisional offices and more than 400 authorized dealers spread across the country. The factory currently produces modern tractors of 35, 38, 40, 41, 42, 45, 50, 55, 60, and 75 Hp capacities for domestic markets. Tractors manufactured in Sanaswadi are also exported to the USA, Mexico, Turkey, North and South Africa, and South East Asia. The company has received awards for export excellence in 2005 and 2006 from the Engineering Export Promotion Council. World-Class Technology John Deere translates the farmer's interest into superior product features through its world-class manufacturing facility at Sanaswadi, Pune. Spread across 112 acres, the factory has a total built up area of around 50,000 sq. meters. Manufacturing is carried out at three inter-linked factories - Transmission, Engine and Vehicle Assembly. Modern manufacturing practices like JIT, delivery of components at assembly stations and movement of tractor parts through an overhead conveyor, ensure streamlined operations. The total manufacturing effort is geared to provide total value to the customer through high quality standards. Page 17
  18. 18. Transmission Factory The heart of the factory, the transmission assembly has state-of-the-art systems adopted from the best assembly practices of renowned leaders. This provides one of the finest tractor transmission systems. The 300-odd components in the transmission system are manufactured to precise tolerances for efficient transmission High Precision CMM Machines of power. High precision CNC machines ensure high quality of components manufactured while CMM machines check adherence to quality standards. Engine Factory The engine assembly line is designed to produce one of the worlds highly fuel efficient and powerful engines. Each station is ergonomically designed with built-in features to ensure adherence to exacting quality standards. The engines are transported during assembly on an overhead conveyor. Rear Axle Assembly A leak test at sub assembly stage and as fully assembled engine is conducted to ensure a 100% leak proof engine. Pre-operation and post-operation online quality checks are also carried out to ensure quality. Critical joints are fastened using electric multi spindle machines capable of torque, yield and angle control. Page 18
  19. 19. Cleanliness of components is continuously maintained using special purpose washing machines both online as well as offline. Finally, every engine is tested for performance at the Company's Engine Test Cells which are one of the most modern in the industry. Highly sophisticated and well-equipped Metrology and Metallurgy laboratories support the entire manufacturing Engine Assembly operation. Vehicle Factory The assembly of John Deere tractors is carried out through an overhead conveyor system. This ensures high productivity through lower operator fatigue and greater convenience. Inspection loops carry out random auditing of the tractors under assembly. Pneumatic tools and torque wrenches with designated torque Vehicle Assembly Line for fasteners, provided at every station, ensure high reliability. And at the end of the assembly line every tractor undergoes final inspection to ensure that stringent quality standards are met. IT at the Workplace A high levels of computerization underlines the operations at John Deere India. The Company is equipped with stateof-the-art computer and communication facilities, giving it the interconnectivity and interactivity imperative in today's increasingly competitive market. The company has implemented SAP system for sales and Training Page 19
  20. 20. distribution as well as integration of manufacturing processes. Area offices, dealers, depots and C & F agents are networked to enhance efficiency and customer service. Training is also provided periodically to employees as well as dealers to upgrade their skills and perform better. 3.2 JOHN DEERE TECHNOLOGY CENTER John Deere has a long history of designing and manufacturing quality products around the world. The John Deere Technology Center in Pune, India is the latest addition to this long history and provides leading edge technology, product designs, and innovative ideas to support the company's global business. The new world-class facility offers the opportunity for careers in technical areas, including Information Technology, Mechanical Engineering, Product Engineering, Embedded Systems, Strategic Sourcing, and Technical Authoring. The facility includes multiple functional organizations, with a focus on delivering the highest quality global shared services to John Deere business units worldwide. The John Deere Technology Center - India (JD TCI) started in February 2005 in incubation facility. Soon after, a new building started rising as Tower XIV of Cybercity in Magarpatta City.After moving into the building in mid - December 2005, the facility was inaugurated on January 11, 2006. Information Technology Information technology is a the heart of Deere's operations worldwide.The Information Technology department at the technology center supports all the Deere operations' applications Page 20
  21. 21. development, sustenance engineering and customer support. Practice areas are very diverse, offering employees at the technology center ability to grow as the organization grows.The beginning practice areas are Java, SQL database, SAP and Cobol, and they continue to expand to meet the expanding needs of the Deere Enterprise. Engineering Services John Deere began in 1837 as a mechanical engineering company, with our founder developing a new innovative plow share that met the needs of a new generation of farmers.This customer focus remains as the Engineering Services group at the technology center designs new products, improve cost and reliability through computational fluid dynamics and finite-element analysis, and document mechanical and wiring harness designs.Each practice area supports products across the enterprise, including tractors, combines, seeding equipment, balers, lawn mowers, 4 wheel utility vehicles, and large construction equipment. Reliability engineering and cost analysis are areas of future focus to provide improved competitiveness to John Deere. Manufacturing Services The Manufacturing Services group, by assisting manufacturing engineers across the John Deere enterprise in their virtual build activities, is creating opportunities to reduce the time involved in the product development cycle. Whether it is activities like tool design, computer based process planning, or factory simulations, Manufacturing Services is able to create a virtual representation of what the manufacturing process would look like even before a single physical build is required. The group leverages the vast pool of world class manufacturing service talent in India to increase the organizational speed, and simultaneously provides shared service resources to offset peak and variable resource requirements, benefiting John Deere businesses worldwide. Product Engineering The Product Engineering group at the technology center provides dedicated design and sustenance engineering support to our factory in Sanaswadi Pune. Embedded Systems Embedded Systems writes C and C++ software for displays and controllers that go into Deere Page 21
  22. 22. products in every area of the enterprise. These engineers work directly with Phoenix International, John Deere's electronics company, to develop new products and update older generations. Strategic Sourcing The cost advantages of India sourcing are significant and the Regional Supply Management Center at the technology center is there to leverage those sources. Strengths of India's supply base support factories globally as India's steel and plastics go into products for sale worldwide. Technical Authoring The Technical Information Authoring Center at the technology center writes technical and nontechnical documentation for dealers and users of John Deere equipment. These documents include technical repair manuals, equipment operator's manuals, and parts catalogues. 3.3 PRODUCTS Agricultural Tractors Page 22
  23. 23. Farm Equipments Page 23
  24. 24. 3.4 TECHNOLOGY IN THEIR PRODUCTS John Deere has built many innovative and diverse products in which Information Technology (IT) and Engineering have played a critical role. Here are just a few of the technologically advanced products that have been developed with the help of our IT and Engineering professionals. 3.5 SERVICE AND SUPPORT John Deere products are renowned for quality, performance and reliability. This is based on excellent products and unparalleled customer support. Even an excellent machine is only as good as the infrastructure behind it to ensure that if it needs repair that repair is completed quickly, efficiently and correctly, first time. The John Deere Service organization is in place to ensure that this high standard of repair service is delivered to all customers every time. Service is provided by the dealers through well equipped service operations staffed by fully trained highly motivated technicians. They are supported by the latest information and support systems to ensure minimum down time and maximum satisfaction. Precision tools and testing equipment enable our technicians to locate and correct troubles quickly. They save your time and Page 24
  25. 25. money. School is never out for John Deere service technicians. Training schools are held regularly to be sure our personnel know your equipment and how to maintain it. TROUBLESHOOTING You will find troubleshooting information for your John Deere Tractor on the following sections:  Engine  Transmission  Hydraulic System  Brakes  Rockshaft and 3-Point Hitch  Electrical System PARTS DISTRIBUTION CENTER Page 25
  26. 26. John Deere India has set up a parts distribution center adjacent to its manufacturing facility at Sanaswadi-Pune. This provides a distinct advantage to get manufactured parts at the shortest possible time. The parts distribution center is well equipped with infrastructure facilities with adequate storage solutions, material handling equipments, dock leveler computers & 24 hours power back up. The parts distribution center has a built up space of 30000 sqft. Parts Distribution Centre Today the parts distribution center supports each & every requirement of Tractor parts to above 400 dealers spread across the country and also overseas units for tractors exported to them. Very efficient & advanced techniques / matrix like fill rate are adopted to monitor and improve the operating efficiency of the delivery of parts at the dealers. John Deere India has set specific processes and standards regarding the minimum stocking norms, rush order, stock order for spare parts for dealers. This ensures the "in stock" availability of spares at the right time, at the right place and at right quantity. JOHN DEERE COOLANT John Deere has specifically engineered a fully formulated, heavy-duty antifreeze/ summer coolant to match the performance requirements of our Tractors. Our engineers highly Page 26
  27. 27. recommend it for use in all heavy-duty and light-duty diesel and gasoline engines, including automobiles. John Deere Coolant is available in two packs –  1 Litre pack  10 Litre pack The coolant is pre-mixed i.e. in ready-to-use condition. It contains 80 percent de-mineralized water mixed with coolant conditioner, anti-corrosion additives, and anti-foaming agents to guard against liner pitting, rust, corrosion, and scaling. It has a service life of 2 years/2000 hours when used in Tractor engines. John Deere coolant provides the ultimate protection for heavy-duty cooling systems. John Deere's formulation includes a balanced blend of ingredients to protect all components.  Balanced ingredients protect the system from scale deposits and corrosion, extend water pump seal life, and reduce internal pump erosion.  Special anti-foaming agents enhance heat transfer ability, reduce coolant pump damage and oxidation, and extend corrosion inhibitor life. OIL John Deere specified engine oil lasts longer, protects your engine, and saves you money in the long run. You spend thousands of rupees for an engine in a tractor so why settle for an oil that meets Page 27
  28. 28. "minimum" industry standards? Minimum standards simply aren't acceptable when it comes to protecting John Deere engines. That's why our engineers have developed an exclusive oil for engines that work under heavy, continuous loads. Frankly, it's the best oil you can put in your John Deere engine. Longer engine life John Deere Engine Oil reduces harmful engine deposits that can cause oil consumption, extreme wear, and loss of power. It's simple. Fewer engine deposits mean less wear, and that results in longer service life. Better protection John Deere Engine oil is recommended by the engineers who design, develop, and test John Deere engines. During testing, they measured significantly less wear and fewer piston deposits when using John Deere specified oil. Those measurements mean "peace-of-mind protection for your equipment". Saves money John Deere Engine oil simply lasts longer. When used with an John Deere engine oil filter in an John Deere engine, you'll use less oil and fewer filters in the long run. And you'll reduce your maintenance cost and downtime. FILTERS Page 28
  29. 29. The following John Deere Filters are available for use in John Deere tractors: 1. Engine Oil Filter 2. Transmission / Hydraulic Filter 3. Air Cleaner Filter element – Primary and Secondary 4. Diesel Filters – Primary and Secondary All these Filters meet the specifications established by John Deere engineers for optimum performance of John Deere tractors under a variety of operating conditions. Your John Deere tractor is designed for years of rugged and trouble-free performance.Use of genuine John Deere Filters at specified change intervals provides unbeatable performance and wear protection for John Deere engine, hydraulic and transmission systems. To get 100 percent maximum performance and protection, use John Deere Filters – because with competition filters…you never know what you are going to get. 3.6 FOCUS ON INNOVATION Page 29
  30. 30. Innovation is one of our core values. For over 170 years, we have been stretching the boundaries of technology and have hundreds of patents to our credit. To create the next generation of solutions, John Deere invests in technologies like robotics, autonomous machines, virtual engineering, and global positioning systems (GPS) among others. The company spends about $2 million every day on research and development. In fact, some of our machines have more lines of code than the space shuttle! We believe, when you combine inspiration with technology, you create winning products. 3.7 WORK WITH THEM Powered by over 50,000 employees worldwide, driven by our core values of integrity, quality, commitment and innovation, and renowned for excellence in everything we do, John Deere is more than a company. We are a uniquely global institution that offers an endless array of opportunities for career achievement and growth. At John Deere, you are empowered to create a career that will take you where you want to go. Here, you‘ll enjoy the freedom to explore new projects, the support to think outside the box and the advanced tools and technology that foster innovation and achievement. Robust Teamwork Highly challenging and intensely collaborative, our work is constantly evolving, helping us to redefine the leading edge. As a member of our team, you‘ll have the opportunity to see your ideas come to life and make a significant impact on our business. Employer of Choice Customers around the world know what to expect from John Deere products-quality, reliability and performance excellence. Our values also extend to the way we take care of our employees and their families. We remain on the leading edge by providing competitive benefits & rewards that respond to the diverse lifestyles of our people and an ever–changing world. Apply Online John Deere provides you with a solid foundation to build a career that's challenging, satisfying and responsive to your changing needs. Here‘s a simple and effective way to apply for a range of Page 30
  31. 31. opportunities with John Deere in India. You may search on our India Job Portal and apply online for a position that matches your interests. Once your profile is in our system, we will be more than glad to contact you if we see a match with our available opportunities. Philosophy of Total Rewards At John Deere, rewards aren‘t limited to monetary compensation. We offer our employees a comprehensive range of tangible and intangible benefits that help us retain the best and brightest professionals in the industry. Elements of our Total Rewards package include:  Challenging Work  Benefits  Variable Pay  Rewards and Recognition  Work-Life Balance  Employee Development  John Deere Affiliation Diversity and Inclusion To address the complex challenges of our global business, we require a diversity of people, perspectives and ideas. At John Deere, we acknowledge each individual‘s unique skills, talents and contributions in a team environment that promotes respect and personal achievement. With diverse products and geographic areas, we‘re committed to being inclusive of all viewpoints. Attracting top talent John Deere‘s Global Team Enrichment initiative is designed to attract, develop and retain the best global talent, from all backgrounds. The initiative provides a framework for action through Team Enrichment Councils, which take on various activities and suggest new ways of thinking about talent, and create a more inclusive work environment that promotes new thinking and fosters innovation. Page 31
  32. 32. CHAPTER-4 THEORETICAL ASPECTS OF BEHAVIOR Page 32
  33. 33. THEORETICAL ASPECTS OF BEHAVIOR Introduction:The study of consumer behavior is the study of how individuals make decision to spend their available resources (time, money & effort) on consumption-related items. It includes the study of what they buy why they busy is, when they buy it, where they buy it, how often they buy it and how often they use it. Consider a more durable product, such as the Two-wheeler. What kinds of consumer by fax machines for how use? What features do they look for? What benefits do they seek? How likely they to replace there are old models when new models with added features become available? The answers theses questions can be found through consumer research and can provide manufactures with important input for product scheduling, design, modification & promotional strategy. Although how and why consumer make decisions to buy goods and services consumer research goes far beyond these facts of consumer behavior and encompasses all of the behaviors that consumers display in searching for purchasing, using, evaluating, and disposing of products & services that they except will satisfy their needs. Marketers must decide at whom to direct their promotional efforts the buyer or the user. For some products, they must identify the person who is most likely; to influence the decisionwho may be neither the buyer nor the user. Some marketers believe that the buyer of the product is the best prospect others believe it is the user of the product, will still others play it safe directing their promotional efforts to both buyers and users. Consumer behavior was a relatively, new fields of study in the mid to late 1960‘s. with no history or body of research of its own, the discipline borrowed heavily from concepts developed in other scientific discipline, such as psychology ( the study of how an individual), sociology (the study of groups), social psychology (the study of how and individual operators in groups), anthropology (the influence of society on the individual) and economics. Page 33
  34. 34. Many early theories concerning consumer behavior based on economics theory, on the notion those individuals at rationally to maximize their benefit (satisfaction) in the purchase of goods and services. MEANING OF MARKET Market plays a very important role in management field. Where buyers and sellers come at one point and make their business transactions all the activity and business transaction will be done at one particular place. That place is called market. Importance of the market: Market plays a very crucial role and make their purchase and sale decision. A market is a dynamic world. A market is a place where buyer and seller meet together is place where consumer can satisfy their needs and wants. Definition/meaning of market: Although the description of the marketing has around some semantic controversies, which has retained thematic similarity emphasis variations notwithstanding. According to Philip kittler ―The process of planning and execution the conception pricing promotion and distribution of ideas goods services to create exchange that satisfy individual and organization goals,‖ According to America,: marketing association(AMA): ―Marketing is concerned with the people and activities involved in the flow of goods and service from the producer to consumers.‖ Who is Consumer? Consumer is one who is an actual user of the goods and services, who express his feelings after actual use, whether the goods and services are up to his satisfaction of not. Page 34
  35. 35. In other words consumer are persons who act in the capacity of consumers, whether they consume on their own behalf (final consumer) or consumer‘s a necessary part of these employments in institutions or industry Consumer Behavior:According to LONDON Della Bitta consumer may be defines as ―The decision process and physical activity individuals engage in men evaluating, acquiring, using or disposing of goods and services‖. According to Webster it may be defined as ―All psychological social and physical behavior of the potential customers as they become aware of evaluate purchases, consume and other product and services‖. In chart consumer behavior is the act of consuming or using goods or services. So in consumer behavior we consider not only part of decision process but also why, after and under what condition the purchases in needed. The buying process To be successful, marketer have to go beyond the various influences on buyers and develop an understand of how consumers actually make their buying decisions. Specifically marketers must indentify who makes the buying decisions and the steps in the buying process. Buying roles: We can distinguish five roles people might play in a buying decision:Initiator: a person who first suggest the idea of buying the product or service. Influencer: a person whose view or advice influences the decision. Decider: a person who decides on any component of a buying decision-whether to by, what to buy, or where to buy. Buyer: the person who makes the actual purchase. User:- a person who consumes or uses the product or service. Page 35
  36. 36. Buying behavior: Consumer decision-making varies with the type buying decision. Complex and expensive purchases are likely to involve more buyer deliberation and more participants. Assael distinguished four types of consumer buying behavior based on the degree of buyer involvement and the degree of differences among brands. Major factors influencing buying Behavior The buyer‘s behavior is influenced by four major factors which are as follows: Factor influencing consumer behavior:Cultural factors Culture Subculture. Social class. Social factors Reference group. Family. Roles and statuses. Personal factors Age and stage in the life cycle. Occupation. Economic circumstances Life style. Psychological factors Motivation Page 36
  37. 37. Perception. Learning BUYER CHARACTERISTICS:INFLUENCING CONSUMER: Cultural Social Personal Psychological B Reference Sub culture Social class Age & Life Groups Culture Occupation Motivation Y Economics Perception E Circumstance Leading R Life style Attitude & Personality Beliefs Family Role & U Strategies Philip kottler Marketing management Page 37
  38. 38. CULTURAL CHARACTERISTICS The broadest influence on the buyer is the buyer cultural characteristics, particularly the buyer‘s culture, sub-culture and social class identification. CULTURE: It is the most fundamental determinant of wants and behavior whereas of lower creatures is largely by instinct, human behavior is largely learned. The new baby as it grows up in a society will earn a basic of socialization involving the family and other Key institutions. SUB-CULTURE: Each culture contains similar groups or sub-groups and each of those provides more specific identification and socialization for its members. SOCIAL CLASS: Virtually all-human societies exhibit social satisfaction. Satisfaction may take the form of a cast system where the numbers of different castes are reared for certain roles and cannot change their caste membership. Several features: Persons within given class tends to behave more alike. Persons as ranked as occupying inferior or superior position. It is measured as weighted function of one‘s occupation, income, wealth, education, value orientation etc.. It is continues rather than discrete, with individuals able to move into a higher social class or drop into a lower one. SOCIAL CHARACTERISTICS: It includes reference group, family and status of the buyer. Page 38
  39. 39. REFERENCE GROUPS:This group influence the person‘s attitudes, opinions and values. Some are primary groups such as family; close friends, neighbors and fellow worker and other are secondary groups such as fraternal organization & professional association. Groups they are not members of called Inspirational groups also influence people. Sports heroes & motive starts are typical members of these groups. 1. FAMILY: Of all the face groups, a person‘s a family undoubtedly plays the largest & most enduring role in influencing has or her attitudes. Opinions & values from the family the person acquires a mental set not only towards religion, politics & economics but also towards personal ambition, self worth & loves. Even if the buyer no longer interacts very much with his or her family, the family influence on the unconscious behavior of the buyer can be strong. 2. ROLE & STATUSES: A person participates in many groups throughout life family other reference groups, organizations & institution. The person will have a certain position in each group that can be defined in terms of role & status. Each role has a status attached to it. This reflects thegeneral esteem according to that role in society or in the eyes of the immediate group. III. PERSONAL CHARACTERISTICS: The buyer‘s age and life cycle occupation, economic circumstances, life style & personality also influence a buyer decision. 1. AGE AND LIFE CYCLE The concept of family life cycles has been developed to help identity possible changing wants, attitudes & values, as people grow older. Seven stages of the family life cycle have been distinguished. The bachelor stage : young, single people. Page 39
  40. 40. Newly married couples The fullness I : young no children. : young married couples with youngest Child under six. The fullness II : young married couples with youngest Child six or over. The fullness III : older married couples with Depending on children. The emptiness : older married couples with no Children are living with them. The solitary survivors : older single people. 2.OCCUPATION Persons occupation will lead to needs and wants for goods services. A blue cooler worker will buy work clothiers & work shoes. His or her company president buys expensive goods. 3. ECONOMICS CIRCUMSTANCES People‘s economic circumstances will greatly affects the goods & services they consider & buy. Their circumstances consist of their income saving & asset, borrowing power & attitude towards spending versus saving. 4. LIFE STYLE People coming from some sub-culture, social class, and even occupational group can choose to lead quite different life styles. Marketers believe that person‘s products and brand choices are a key indicator of his of her life style. Page 40
  41. 41. 5. PERSONALITY Personality describes the organization of the individuals distinguishing character trait attitudes and habits. Each person has a distinct personality marketed by such traits as their degree of extraversion versus introversion impulsiveness versus deliberativeness, creativity versus conventionality and activeness versus passiveness. IV. PSYCHOLOGICAL CHARACTERISTICS Four major Psychological process motivation, perception learning & beliefs & attitudes also influence a person‘s buying choice. A.MOTIVATION A person will recognize himself or herself as having all kinds of needs at any point in time. Some needs are, Biogenic need for food, drink, sex and bodily comfort. Psychogenic – such as need for recognition, response or variety of experience. A motive is stimulated need that it sufficiently pressing to direct the person towards the goal of satisfying the need. B.LEARNING: A motivated person is ready to act. How the motivated person decides to act is influenced by him or her perception of the situation. Two people in the same motivated state and objective situation may act quite differently because they perceive the situation differently. When people act, they experience direct and indirect effect, which influence their future behavior learning, is the name given to the change in an individual behavior arising from experience most of behavior is learned. C.BELIEFS AND ATTITUDES: Through the learning process, people acquire their beliefs and attitudes. These in turn influence their behavior. Page 41
  42. 42. A belief is a descriptive thought that a person holds about something manufacturers are very much interested in the beliefs that people carry in their heads about their products and services. An attitude describes a person enduring favorable or unfavorable condition evaluation, emotional, feeling and action tendencies towards some objects or idea. Attitudes function in people‘s level to enable them to have a fairly consistence behavior towards similar classes of objects. 1. BUYERS CHARACTERISTICS: To understand buyer characteristics we should understand cultural, social, personal and psychological factors. 1.1 Product characteristics 1.2 Seller characteristics 1.3 Situational characteristic 1.1 PRODUCT CHARACTERISTICS: Various characteristics of the product that is quality and backup services will influence the buying outcome. 1.2 SELLER CHARACTERISTICS: Characteristics of the seller that is retailer‘s knowledge, ability, friendliness and services will influence the buying outcome. 1.3 SITUATIONAL CHARACTERISTICS: Various situational factors that are time pressure, time of the year, weather chance meeting with friends and the current economic outlook will also influence the buying decision. All four components of buying situation- buyer product, seller and situation interact to product the buying outcome. Page 42
  43. 43. CHAPTER-5 DATA INTERPRETATION Page 43
  44. 44. Table 1: Table showing on Age of respondents YEARS No. of Respondents Percentage BELOW-20 2 2% 20-30 37 37% 30-40 42 42% 40-50 17 17% ABOVE-50 2 2% Total 100 100% Age Chart BELOW-20 20-30 30-40 40-50 ABOVE-50 2% 2% 17% 37% 42% INTERPRETATION It is obvious from the table that the respondent who is in the age group of 30-40 years has preferred the John Deere Tractor when to other groups. The second place goes to the respondent whose age group is in between 20 to 30 and their percentage is 37% Page 44
  45. 45. Table 2: Mode of sales Particulars No. of Respondents Percentage Cash 5 5% Credit 95 95% TOTAL 100 100% Sales 5% Cash Credit 95% INTERPRETATION Among the 100 members 95% respondents were purchase by credit and remaining were by cash. Page 45
  46. 46. Table3: Source of purchase Particulars No. of Respondents Percentage Showroom 72 72% Friends 25 25% Relatives 3 3% total 100 100% Sources of Purchase Showroom Friends Relatives 3% 25% 72% INTERPRETATION From the above table, it was explained that among 100 respondent 72% of them were purchased in the show room, 25% of them from friends and rest 3% of them from relatives. Page 46
  47. 47. Table 4: In which season do you prefer to buy a Tractor? Spring 56 Summer 26 Autumn 11 Winter 7 Autumn 11% Winter 7% Spring Summer 26% Spring 56% Summer Autumn Winter Interpretation: Out of 100 respondents 56% prefer to buy Tractor in spring, 26% prefer to buy Tractor in summers, 11% prefer to buy Tractor in autumn, and rest 7% prefer to buy Tractor in winter. Page 47
  48. 48. Table 5: Which financial factor influences you most while buying a Tractor? Price 24 Loan facility 23 Buy back scheme 16 Discounts 25 Personal selling 12 Price Loan facility Buy back scheme Discounts Personal selling Personal selling 12% Price 24% Discounts 25% Buy back scheme 16% Loan facility 23% Interpretation: Out of 100 respondents 24% influenced by price, 23% influenced by loan facility, 16% influenced by BUY back scheme, 25% influenced by discounts and rest 12% influenced by personal selling. Page 48
  49. 49. Table 6: To which extent does these factors affects your choice of a Tractor? Brand Name 18 After Sale Service 18 Availability of spare parts 19 Work to be taken with the Tractor 16 Coverage Area 16 Fuel Efficiency 11 Warranty 2 Brand Name After Sale Service Availability of spare parts Work to be taken with the Tractor Coverage Area Fuel Efficiency Warranty 2% 11% 18% 16% 18% 16% 19% Page 49
  50. 50. 7. Are you aware of John Deere Tractors? Table7 Yes Are you aware of John Deere Tractors No 90 10 Graph 7 aware of John Deere Tractors 10% Yes No 90% Interpretation: According to 100 respondents 90% of them say yes they are aware of John Deere Tractors. Page 50
  51. 51. 8. Did you consider buying John Deere Tractor? Table 8 Yes Did you consider buying a John Deere Tractor No 86 14 Graph 8 Yes No 14% 86% Interpretation: According to 100 respondents 86% of them say they will consider buying a John Deere Tractors and rest 14% of them say they will not consider buying a John Deere Tractor. Page 51
  52. 52. 9. Were you approached by a John Deere Representative / Salesman? Table 9 Yes No Where you approached by a John Deere Representative/salesman 97 3 Graph 9 Yes No 3% 97% Interpretation: According to 100 respondents 97% of them say Yes they were approached by a John Deere representative/salesman and rest 3% say No they were not were approached by a John Deere representative/salesman. Page 52
  53. 53. 10. Did you approached the John Deere Dealer or John Deere Showroom? Table 10 Yes No Did you approach the John Deere Dealer or John Deere Showroom 73 27 Graph 10 Yes No 27% 73% Interpretation: According to 100 respondents 73% say Yes they approaches the John Deere Dealers or John Deere Showroom and rest 27% say they do not approaches the John Deere Dealers or John Deere Showroom. Page 53
  54. 54. 11. Were you given any explanation about the company? Table 11 Yes Were you given any explanation about the company No 95 5 Graph 11 Yes No 5% 95% Interpretation: According to 100 respondents 95% of them says Yes they have got explanation about the company. Page 54
  55. 55. 12. Were you given any explanation about the dealership? Table 12 Yes Were you given any explanation about the dealership No 89 11 Graph 12 Yes No 11% 89% Interpretation: According to 100 respondents 89% of them say yes they have got explanation about the dealership. Page 55
  56. 56. 13. Were you invited to the dealership? Table 13 Yes Were you invited to the dealership No 98 2 Graph 13 2% Yes No 98% Interpretation: According to 100 respondents 98% of them say Yes they were invited to the dealership. Page 56
  57. 57. 14. Were you given any explanation about the product feature and quality? Table 14 Yes Were you given any explanation about the product feature and quality No 92 8 Graph 14 Yes No 8% 92% Interpretation: According to 100 respondents 92% of them say yes they were given any explanation about the product feature and quality. Page 57
  58. 58. 15. Were you told about the following benefits of the John Deere Tractors? Table 15 Yes No Fuel Efficiency 97 3 Hi-tech hydraulics 96 4 Graph 15 Fuel Efficiency Hi-tech hydraulics 96 97 4 3 Yes No Interpretation: According to respondents 97 of them say yes that John Deere Tractors are Fuel Efficient, and 96 of them say yes John Deere Tractors are Hi-tech Hydraulics. Page 58
  59. 59. 16. Were you give any explanation on the annual savings from purchasing a John Deere Tractors? Table 16 Yes No Were you give any explanation on the annual savings from purchasing a John Deere Tractors 80 20 Graph 16 Yes No 20% 80% Interpretation: According to 100 respondents 80% of them say yes they were given explanation on the annual savings from purchasing a John Deere Tractors and rest 20% of them say No they were not given any explanation on the annual savings from purchasing a John Deere Tractor. Page 59
  60. 60. 17. Were you offered a test drive on John Deere Tractors? Table 17 Yes Were you offered a test drive on a John Deere Tractors No 100 0 Graph 17 Yes No 0% 100% Interpretation: According to 100 respondents 100% of them say yes they were found a test drive on a John Deere Tractors. Page 60
  61. 61. Table 18: Awareness regarding the Models of John Deere tractors SL.NO PARTICULARS OFBRANDS) (NO NO OF PERCENTAGE RESPODENTS 1 JOHN DEERE 5036 26 26% 2 JOHN DEERE 5038 21 21 % 3 JOHN DEERE 5045 27 27% 4 5 JOHN DEERE 5050 JOHN DEERE 5060 17 9 17% 9% TOTAL 100 100% Graph: 18 Awareness regarding the Models JOHN DEERE 5060 9% JOHN DEERE 5050 17% JOHN DEERE 5036 26% JOHN DEERE 5036 JOHN DEERE 5038 JOHN DEERE 5045 27% JOHN DEERE 5038 21% JOHN DEERE 5045 JOHN DEERE 5050 JOHN DEERE 5060 INTERPRETATION It has been further observed from the table that 27% of the share is given to JOHN DEERE 5045 in the market 5036 is 26%, JOHN DEERE 5038 is 21%, JOHN DEERE 5050 is 17% JOHN DEERE 5060 is 9%. Page 61
  62. 62. Table 19: Showing The Pricing Policy OCCUPATION No. of Respondents Percentage Very High 32 32% High 67 67% Reasonable 1 1% TOTAL 100 100% Graph: 19 Occupation Very High High Reasonable 1% 32% 67% INTERPRETATION Above diagram indicates that the price policy followed by this company for its tractors quite attractive and very low when compared to other competitors. Page 62
  63. 63. Table 20: Respondents Response about the Mileage Mileage No. of Respondents Percentage 0-5km/liter 29 29% 5-10 km/liter 31 31% Above-10km/liter 40 40% total 100 100% Graph 20 Mileage 0-5km/liter 5-10 km/liter Above-10km/liter 29% 40% 31% INTERPRETATION The above table clearly reveals that the majority of the respondents, i.e. 40% tune of have preferred this John Deere tractor as it gives more mileage i.e. above 10 km/Ltr. Page 63
  64. 64. 21. How do you describe John Deere Tractors Pvt. Ltd., Bathinda / your Tractor on following attributes? Table 21 High Quality 24 Expensive 28 Brand Image 20 Well built (design & shapes) 15 Value for money 13 Graph 21 High Quality Expensive Brand Image Well built (design & shapes) Value for money 13% 24% 15% 20% 28% Interpretation: Out of 100 respondents 24% describe John Deere Tractors Pvt. Ltd., Bathinda as high quality, 28% describe as expensive, 20% describe as brand image, 15% describe as well built and rest 13% describe as value for money. Page 64
  65. 65. LIMITATION OF THE STUDY:The study has undertaken during the training in John Deere tractors, Bathinda, only few aspects of consumer behavior could be studied on. The study is confined to only Bathinda region. The sample size chosen for the questionnaire was only ‗100‘ & that may not represent the true picture of consumer behavior about the John Deere Tractors. The current study is limited only to mopeds. Analysis of data collected from questionnaire was done on the assumption that the respondents have given the correct information. Preferences and responses of customers would change over a period of time. Recommendations made are within the limited information and experience of the researcher. Page 65
  66. 66. CHAPTER-6 FINDINGS & SUGGESTIONS Page 66
  67. 67. FINDINGS & SUGGESTIONS Findings A study has been conducted to understand the consumer‘s behavior, beliefs, brand loyalty, brand image and attitude towards John Deere tractors. Following are the findings from data analysis It has been observed that 61% of the respondents purchased tractors by cash and 72% among them through show room. It is found that 56% of respondents prefer to buy Tractor in spring and 25% of the respondents influenced by discounts. 90% of the respondents are aware of John Deere Tractors and 86% will consider buying a John Deere Tractors. 97 % of the respondents were approached by a John Deere representative/salesman and 73% approach the John Deere Dealers or John Deere Showroom. It has been observed that 95 % of them have got explanation about the company and 89% have got explanation about the dealership. It is found that 98% of the respondents were invited to the dealership and 92% were given any explanation about the product feature and quality. 80% of the respondents were given explanation on the annual savings from purchasing a John Deere Tractors and all respondents were found a test drive on a John Deere Tractors. The price policy followed by this company for its tractors quite attractive and very low when compared to other competitors. The majority of the respondents 40%, i.e. tune of have preferred this John Deere tractor as it gives more mileage i.e. above 10 km/Ltr and 28% describe it as expensive. Page 67
  68. 68. SUGGESTIONS Since there is an increasing demand for John Deere Tractors in the market I suggested that, Good positioning of John Deere Tractors is to be done to the target group to increase sales of volume and market share. In order to promote sale of vehicles of company should undertake massive advertisement through different Medias. As there is a cut throat competition from the rivals in the market, advertisement is must. I suggested that John Deere Tractors should provide excellent sales service to the customers, which will add to the company brand image. The mileage given by the John Deere Tractors is good compare to the other tractors. Therefore I suggest that the company should increase mileage of the John Deere Tractors by adopting the latest technology in order to increase the sales volume Page 68
  69. 69. CHAPTER: 7 CONCLUSION Page 69
  70. 70. CONCLUSION To conclude the summer project on "Customer Buying Behaviour towards John Deere Tractors‖ Bathinda. I have received both favourable and unfavourable responses from the respondents. I have met 100 customers of different places and accommodated at Bathinda automotives and findings were enlightened to me. The project work has helped in studying and understanding the practicalities of organisation. The data was collected from various sources and also through the tools like questionnaire and relevant interaction with Manager Bathinda automotives Bathinda and relevant interaction with concerned persons. The need was identified in the form of findings and suitable suggestions were put forth. in the form of suggestions. It has been observed that most of the tractors are purchased by cash and through show room. Respondents prefer to buy Tractor in spring and influenced by discounts. Most of the respondents are aware of John Deere Tractors and they will consider buying a John Deere Tractors. Respondents were approached by a John Deere representative/salesman and John Deere Dealers or John Deere Showroom. At the time of purchase respondents had been explained about the company and dealership. Also they were invited to the dealership and given explanation about the product feature and quality. Respondents were given explanation on the annual savings from purchasing a John Deere Tractors and provided test drive on a John Deere Tractors. The price policy followed by this company for its tractors quite attractive when compared to other competitors and also the outstanding mileage above 10 km/Ltr. Page 70
  71. 71. BIBLIOGRAPHY Page 71
  72. 72. BIBLIOGRAPHY BOOKS 1. Marketing Management - Philip Khotler 2. Principles of Marketing - T.N Chaabra MAGZINES: The Business Today INTERNET BROWSING: Website: www.kisanmitr.com www.John Deeretractors.com http://bhuwanchand.wordpress.com/2013/01/14/indian-agriculture-and-tractor-industryupdate-january-2013/ Page 72
  73. 73. Name: ______________________ ANNEXURE: QUESTIONNAIRE 1. What is your age? Below-20 20-30 30-40 40-50 Above-50 2. What is your mode of sales to buy a tractor? Cash Credit 3. What is the source of purchase? Showroom Friends Relatives 4. In which season do you prefer to buy a Tractor? Spring Summer Autumn Rainy Winter 5. Which financial factor influences you most while buying a Tractor? Price Loan facility Buy back scheme Discounts Personal selling 6. To which extent does these factors affects your choice of a Tractor? Brand Name After Sale Service Availability of spare parts Work to be taken with the Tractor Coverage Area Fuel Efficiency Warranty 7. Are you aware of John Deere Tractors? Yes No 8. Did you consider buying John Deere Tractor? Yes No Page 73
  74. 74. 9. Were you approached by a John Deere Representative / Salesman? Yes No 10. Did you approach the John Deere Dealer or John Deere Showroom? Yes No 11. Were you given any explanation about the company? Yes No 12. Were you given any explanation about the dealership? Yes No 13. Were you invited to the dealership? Yes No 14. Were you given any explanation about the product feature and quality? Yes No 15. Were you told about the following benefits of the John Deere Tractors? Yes No 16. Were you give any explanation on the annual savings from purchasing a John Deere Tractors? Yes No 17. Were you offered a test drive on John Deere Tractors? Yes No 18. What is the awareness regarding the models of John Deere Tractors? JOHN DEERE 3549-I JOHN DEERE 4049-I JOHN DEERE 5049-I JOHN DEERE 4549-I JOHN DEERE 6049-I Page 74
  75. 75. 19. How you feel about the pricing policy of John Deere Tractors? Very High High Reasonable 20. What is your response about John Deere Tractor‘s mileage? 0-5km/liter 5-10 km/liter Above-10km/liter 21. How do you describe John Deere Tractors Pvt. Ltd., Bathinda / your Tractor on following attributes? High Quality Expensive Well built (design & shapes) Brand Image Value for money Page 75

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