A

STUDY PROJECT REPORT

ON
Consumer Behavior
of HMT machine Tools L!"
1

PRE#ACE
2

Theoretical knowledge without practical knowledge is of little value. In order to achieve
concrete and positive result along with theoretical concept the exposure of real life situation
existing in corporate is very much needed.
To fulfill this need the management course has a provision for the practical study program. I
thank my institute to provide us such opportunity having training period in our course so that
students can have real felling of industrial life.
My project study is based on tudying the Consumer Behavior of HMT machine Tools L!"
The objective of my study is to know the !onsumer "references# its $oyalty towards the
company# to know the market awareness of consumers.
It was my fortune to get training in very healthy atmosphere. I got ample opportunity to views
the overall working of the evaluation of marketing program of %MT Machine Tools $td.
In the coming pages an attempt has been made to present a comprehensive report concerning
different aspects of !onsumers &ehavior.
Ac$no%le!&emen
3

I am extremely grateful to the management of HMT Machine Tools L!" for giving me an
opportunity to pursue study at the company.
'hich else !ompany could have given me the better knowledge than the leading Machine
Tool !ompany in the Nation.
It was really a great valuable period for me. (irst of all I would like to express my gratitude
towards to Miss Yamini 'u(a who helped me a lot in completion of my study.
%e was there to support me whenever I needed help at every point of my study. )t the outset# I
would take this excellent opportunity to render my sincere gratitude to Mr" )aveen
Dhin&ra Mana&er Mar$ein& Devision. It is because of his kind assistance that I was
able to complete this project successfully.
$ast but not least I am grateful to all other members of the %MT family who guided me and
provided me all the necessary resources to complete my study without any difficulty and
made my Industrial study an experience memorable and success.
*Ra*esh +umar Sharma+
CO)TE)T

4

!hapter,-. !ompany "rofile
!hapter,/. "roject "rofile
!hapter,0. 1esearch Methodology
!hapter,2. $imitations
!hapter,3. uggestions
!hapter,4. 'OT )nalysis
!hapter,5. !onclusions
!hapter,6. (indings and )nalysis
Appendix
&ibliography
chedule
(orms of performance appraisal
5

Cha(er,-.
Com(an/ Profile
Profile
Hin!usan Machine Tools
6

Hin!usan Machine Tools is a public sector undertaking of the 7overnment of India. In -830#
the latter incorporated the machine tool manufacturing company by the name of %industan
Machine Tools $imited.
%MT as a brand is popular among the masses as a premium watch making company.
%owever# since its very inception# %MT $imited is into a lot of other things as well.
Over the years %MT# *as %industan Machine Tools is popularly known+ has diversified into
watches# tractors # printing machinery# metal forming presses# die casting 9 plastic processing
machinery# !N! systems and bearings.
%MT has also been successful in absorbing technology in all product groups by collaborating
with recogni:ed manufacturers from all over the world.
Moreover# %industan Machine Tools has also evolved through continuous in,house 1esearch
and ;evelopment *1 9 ;+. Today#
HMT has si0 su1si!iar/ com(anies un!er is su(ervision namel/.
HMT Machine Tools Limie!
HMT 2aches Limie!
HMT Chinar 2aches Limie!
HMT 3nernaional Limie!
HMT Bearin&s Limie!
Pra&a Tools Limie! As a hol!in& com(an/ # %MT $td. manages the tractors business
directly and entirely as it does with the -st four companies of the following list. In case of the
last two# %MT enjoys a holding percentage of 85./3 and 3- respectively.
&esides# %industan Machine Tools $imited has -6 manufacturing units. %MT<s tractor business
commenced its operations in -85- in technical collaboration with M=s Motokov of
!:echoslovakia. %MT started the operation with the manufacture of /3 horse,power tractor at
the manufacturing plant in Pin*ore4Har/ana"
7

%MT $imited# the pioneer in Machine Tools Industry in India and manufacturers of a
diversified range of products has incorporated >%MT M)!%IN? TOO$ $IMIT?;@ as its
fully owned subsidiary on 8th )ugust -888 .
>%MT M)!%IN? TOO$ $IMIT?;@ *%MT,MT$+ is a Multi unit# Multi location# Multi
technology !ompany manufacturing a wide variety of >T)T?,O(,T%?,)1T@ Machine
Tools.
%MT,MT$ has its manufacturing units at (ive locations with each unit speciali:ed in a
particular family of Machines. The ales and ervice network is spread across the length
and breadth of the country.
)s leading manufacturer of Machine Tools in India %MT,MT$ provides
The best of products in terms of technology# productivity and cost effectiveness
!omprehensive !ustomer upport services including )pplication ?ngineering#
!ustomer Training and )fter sales service.
HMT Machine Tools L!"
8

Today4 HMT5s machine ool expertise has been developed to such an extent that HMT
Machine Tools L!" can !esi&n 6 !evelo( an/ $in! of machine4 from simple lathes to multi
station transfer lines# from stand alone !N! machines to flexible manufacturing systems#
leading to factory automation. %MT<s broad range of machine tools covers 7eneral "urpose
Machines and !N! Machines to meet the application needs of every engineering industry.
"ioneering the concept of C)C echnolo&/ in India# %MT has the distinction of being the very
first company to successfully manufacture its own !N! systems# in association with iemens
of 7ermany.
Today# %MT is well positioned at forefront of the precision engineering field. Its manufacturing
plant employs a high skilled work force. trongly supported by excellent in house 19; base#
%MT contributes to the technological advancement of Machine tools. To date# over 6A#AAA
machine tools on par with international standards in Buality and performance# manufactured by
%MT# are in use all over India. %MT is the largest unit in the industry with around 789 mar$e
share" It employees over 7:;< %or$ers in total.
%MT have its manufacturing units at five locations with each unit speciali:ing in a particular
family of machines=services. The ales and ervice network is spread across the length and
breadth of the country.
=uali/
9

'hile %MT Machine Tools builds robust machines to extracting specifications# %MT<s
sophisticated Buality assurance facilities ensure products that are highly reliable and
dependable. )ll the %MT machine tools manufacturing units are 3SO >88- accredited and
are on a way of upgrading to IO 8AA-,/AAA accreditation.
HMT?s Milesones
10

@AR3OUS U)3TS 6 D3@3S3O)S O# HMT
YEAR U)3TS A D3@3S3O) LOCAT3O) STATE
-830 Machine Tools I &angalore Carnataka
-84- Machine Tools II &angalore Carnataka,
-84/ 'atch (actory I &angalore Carnataka
-840 Machine Tools III "injore %aryana
-843 Machine Tools ID Calamassery Cerala
-845 Machine Tools D %yderabad )ndhra "radesh
-85- Tractor ;ivision "injore %aryana
-85- ;ie !asting ;ivision &angalore Carnataka
-85/ "rinting Machinery ;ivision Calamassery Cerala
-85/ 'atch (actory II &angalore Carnataka
-850 "recision Machinery ;ivision &angalore Carnataka
-853 Machine Tools DI )jmer 1ajasthan
-853 %MT *International+ $td. &angalore Carnataka
-853 'atch (actory III rinagar Eammu 9 Cashmir
-856 'atch (actory ID Tumkur Carnataka
-86- %MT &earings $imited %yderabad )ndhra "radesh
-86- Fuart: )nalog 'atches &angalore Carnataka
-86/ 'atch (actory D 1anibagh Gttar "radesh
-86/ pecialised 'atch !ase ;ivision &angalore Carnataka
-860 tepper Motor ;ivision Tumkur Carnataka
-863 &all crew ;ivision &angalore Carnataka
-864 !N! ystems ;ivision &angalore Carnataka
-88- !entral 1e,conditioning ;ivision &angalore Carnataka
11

@ision an! Mission
12

To establish as one of the world<s premier companies in the engineering field having
strong international competitiveness
To achieve market leadership in India through ensuring customer satisfaction by
supplying internationally competitive products and services
To achieve sustained growth in the earnings of the group on behalf of shareholders
Cor(orae O1*ecives 6 'oals
13

To encourage the moderni:ation of Indian Industry through the supply of engineering
goods and services of world class excellence
To maintain technological leadership through continuous efforts to update product
technology and manufacturing methods
To globali:e our operations by developing a mix of international markets and
businesses
To ensure a satisfactory return on capital employed# to meet the growth needs and the
aspirations of our stakeholders
To present an active# pleasant and productive working environment
Cor(orae @ision.
To be a leading 'LOBAL E)'3)EER3)' CO)'LOMERATE focused on CUSTOMER
DEL3'HT in our fields of ?ndeavour.
!orporate Mission.
To establish as one of the world<s premier companies in the engineering field
having strong international competitiveness
To achieve market leadership in India through ensuring customer satisfaction by
supplying internationally competitive products and services
To achieve sustained growth in the earnings of the group on behalf of
shareholders
O1*ecives 6 'oals
To encourage the moderni:ation of Indian Industry through the supply of engineering
goods and services of world class excellence
14

To maintain technological leadership through continuous efforts to update product
technology and manufacturing methods
To globali:e our operations by developing a mix of international markets and
businesses
To ensure a satisfactory return on capital employed# to meet the growth needs and the
aspirations of our stakeholders
To present an active# pleasant and productive working environment
ervices "rovided
Fuality "roducts and ervices.
!ost effective solutions to the customer.
?fficient after,sales,service through our 1egional = Honal offices.
upply of spares reBuired within a reasonable time.
Training to train the customer = his representatives on the utili:ation 9 maintenance of
the product
!ommitment
trive continuously to assure you of highest standard of service
trive to attain international standards to become globally competitive.
)cknowledge all correspondence from you within a reasonable time of its receipt
)dhere to the delivery schedules committed by us to you
trictly adhere to the standards# specifications stipulated in IO,8AA-
)lways maintain the highest ethical standards in all our endeavors# business and
economic activities
)lways strive to achieve economy in all our products and services without
compromising the Buality standards
)lways remain competitive through continuous improvement in our technology
)lways be honest and transparent and would like to be seen as honest.
Implement all the policies and directives of !entral Digilance !ommission.
15

E0(ecaions from Cusomer
&e prompt and reasonable.
?xtend your cooperation in our entire endeavour.
&e fair# honest and transparent in dealings.
"rovide detailed specifications.
!omply with the ervice = Maintenance instructions and regular preventive maintenance
schedule.
'e shall work together to achieve the product to your satisfaction.
Business Srae&/
In order to effectively compete in an increasingly open market# where each manufacturer of
machine tools speciali:es in a particular family of machines# the !ompany has developed a
comprehensive business strategy which aims to profitably grow the !ompany<s market share
in key growth segments and to maintain its leadership position in the Indian machine tools
industry. The !ompany intends to pursue continued growth over the medium term by.
3ne&rain& (ro!ucion an! increasin& (ro!ucivi/ hrou&h efficien use of
e0isin& ca(aci/
The !ompany has developed a plan to restructure its operations by consolidating the
manufacture of certain products at certain locations based on the basic family of the machine
and thus creating Icenters of excellence< for a product. This will lead to greater synergy in
production# planning and marketing.
Cos re!ucion measures
&ased on the assessment of manpower reBuired# %MT,MT had a voluntary separation
package for its employees in /AAA,A-. /#--2 employees availed of the separation
scheme in /AAA,A-. In /AA-,A/# -#/03 employees have availed of the scheme till
;ecember 0-st# /AA-. The !ompany proposes to continue rationali:ing its manpower to
bring it to optimal si:e# commensurate with the si:e of its operations.
16

3ncrease! research an! !evelo(men
%MT,MT considers 1 9 ; as its significant strength. The 1 9 ; department provides in,
house support to operations and development of new products with focus on technology
absorption# improved designs# cost reduction in various plants# improvement of yield#
Buality of end products# reduction of wastes# etc. %MT,MT has been a leader in
developing innovative solutions for the manufacturing sector for the past 3 decades.
E0(loiin& is lar&e !omesic sales an! su((or ne%or$ o increase mar$e share
%MT,MT believes that its extensive national marketing# sales and support network# with
its focus on customer service# product Buality# and reliability of supply# provides the
!ompany with a significant competitive advantage over its competitors. The !ompany
proposes to significantly increase the market penetration of its products by leveraging
this extensive sales and support and distribution set,up.
OR'A)3SAT3O)AL STRUCTURE
HMT has three,tier structure of management. )t the top is the council of &oards# which
contains in addition to the !hairman and Managing director and full time functional ;irectors
entrusted with finance and corporate planning# "ersonnel ;irector# Marketing # and also two
17

senior ?xecutive ;irector who are the !hief ?xecutive of tools %MT plants in additions to these
directors# the !orporate &oard has three representatives of labor.
?ach unit also has separate &oard of Management# chaired by its 7eneral Manager and
staffed by the heads its functional departments.
This board is the unit &oard meets every month for reviewing decisions to fulfill the roles of the
unit to achieve the corporate objectives.
In between the two in the committee of management which may rightly be termed as the real
working board of the enterprises. The internal members being the functional ;irectors and the
!ompany ecretary .
The ?xecutive !ommittee of management is presided over by the !hairman and Managing
;irector. It meets every month to review the performance of each unit and to resolve the
problems which are beyond the competence of the units.
OR')3SAT3O)AL STRUCTURE O# HMT P3)JORE
)t unit level of %MT $imited# "injore# the ?xecutive ;irector is the head of the unit and the
organi:ation is further divided into T'O main division.,
Machine Tools !ivision
18

Tracor !ivision
&oth the units are controlled by the 'eneral Mana&er. The 7eneral Manager *%1M+ is the
overall in charge of matters relation to the personal and Industrial relations of both the
divisions.
Mar$ein& !e(armen of Machine Tool division and Tractor division is headed by the Eoint
7eneral Manager and ;eputy 7eneral Manager respectively and assisted by the following
staff. haring the chain of responsibility of the respective departments.,
S")O" De(" MTP TRP
a+ ;esign ;y. 7eneral Manager 7M*19;+
b+ "lanning Et. 7eneral Manager E7M*?T+
c+ "rogress Et. 7eneral Manager )7M*1T+
d+ Inspection ;7M*F)+ E7M*IT+
e+ tore ;7M )7M
f+ "urchase ;7M ;7M
g+ ale Manager ;7M
h+ "ersonal 7M*%1M+
PRODUCTS
19

Machine Tools
Pro!uc Ran&e
20

Turning Machines
7rinding Machines
7ear Manufacturing Machines
Machining !entres
Other 7pms
pecial )pplication Machines
;iecasting Machines
"resses
!nc ystems
"recision &allscrews
TUR)3)' MACH3)ES
Hi&h S(ee! Precision Lahe Craf maser
21

!N! $athes
!N! Turning !entres
%eavy ;uty $athes
ingle = Twin pindle !huckers = Multispindle !N! )utomats
liding %ead )utomats
!N! Training $athes
!entre $athes
!N! lant &ed Turning !entres
!N! %eay ;uty $athes
!N! !huckers
!N! Turnmill !entres
'R3)D3)' MACH3)ES
22

C)C Surface 'rin!in& Machine S'C-
!ylindrical 7rinders , !N!
Internal 7rinders , !N!
!entreless 7rinders , Non,!N!
urface 7rinders , Non,!N!
;ouble ;isc 7rinders , Non,!N!
7rinders , Others
!ylindrical 7rinders , Non,!N!
!entreless 7rinders , !N!
urface 7rinders , !N!
;ouble ;isc 7rinders J !N!
Tool 9 !utter 7rinders
GEAR MANUFACTURING MACHINES
23

C)C Hi&h S(ee! 'ear Sha(er 2S- C)C,;A
7ear %obbers , !N!
7ear hapers , !N!
7ear %obbers , Non,!N!
7ear hapers , Non, !N!
MACH3)3)' CE)TRES
C)C Drillin& 6 Ta((in& Machinin& Cenre BL3TB ;8
Machining !entres , %ori:ontal
Machining !entres , %igh peed
Machining !entres , Dertical
!N! ;rilling 9 Tapping !entre
(lexible Manufacturing !ells
(lexible Manufacturing Modules
(lexible Manufacturing ystems
OTHER 'PMs
24

C)C @erical Tool Room Millin& Machine CTR,-
"rogrammable Cnee Type Milling Machine
Turret 1am Type Milling Machine
!olumn ;rill
&roaching Machine
Cnee Type Milling Machine
1adial ;rill
!arbide Tool $apping Machine
Dertical urface &roaching Machine
SPEC3AL APPL3CAT3O) MACH3)ES
Machinin& Soluions C
#or lar&e siDe com(onens
, #or s(ecialiDe! a((licaions
, #or lar&e volume (ro!ucions
25

Multi tation 1ound Table "M
"M for &attery Manufacturing
/,)xes !N! "recision !o,ordinate Table
;ual pindle !ase Trimming Machine
;uplex Milling Machines
&ilateral Master, lave ervo manipulators
!N! %eavy ;uty Internal 7rinding Machine
!N! ;rilling 9 1eaming Machine
!N! titching 9 %ole ;rilling Machine
%ead Turning 9 Mouth 1eaming Machine
1otary Indexing Machines
(lash %ole ;rilling Machines
!N! 2,)xes !hucker
!N! "recision Internal 7rinding Machine
D3E CAST3)' 6 PLAST3C 3)JECT3O) MOULD3)' MACH3)ES
HoriDonal Col! Cham1er (ressure Die casin& Machine DC E88
%MT offers 8 models of ;ie,!asting Machines with locking forces ranging from 6A to --AA
tones to cover a wide range of pressure ;ie,!asting of )luminum# Hinc# Magnesium# !opper#
$ead 9 Tin components.
26

The salient features of these machines include digital setting of ;ie,closing = Opening and
?jector peed# (lying "iston type accumulator individually adjustable speeds and pressures#
large adjustable opening stroke and programme logic control.
%MT manufacturing six models of "lastic Injection Moulding Machine ranging from 6A to 40A
tones locking force.
PREC3S3O) BALL SCRE2
) wide range of "1?!IION &)$$ !1?' used in !N! Machine Tool# 1oto 7ravure
printing machines and various engineering products for conversion of rotary motion into linear
movement and vice versa.
The range covers &all crews in si:es from ;ia /3 MM to ;ia 6A MM with leads 3#6# -A 9 -/
MM pitches. Maximum length up to 03AA MM
PRESSES
27

%MT offers wide range of
Mechanical "resses
%ydraulic "resses
Mechanical "ress &rakes 9 other "resses
The %MT range covers Mechanical "resses up to /3AA tonnes and %ydraulic "resses upto
6AAA tonnes. %MT "resses are designed and offered in various arrangements.!rank =
?ccentric haft = ?ccentric 7ear = Cnuckle Eoint Type with a choice of single point# two point or
four points of power application and gearing arrangements to suit individual reBuirements.
C)C SYSTEMS
C)C S/sems coverin& conrols for
Turning Machine
Machining !enters
7rinders 9 "unch "resses
Turning !enters
Twin pindle !hucker
Pro!ucs 6 Services
28

2ATCHES
The Mechanical Ran&e
Han! %oun! 'ens 6 La!ies , ;esh Ci ;hadkan
Auomaic Da/,!ae, The 'atch that lasts 9 lasts
Series of =uarD 2aches
Ele&ance
- Its all about KOG
29

Roman
, ON$K (or M?N
Usav
- The 'ell ;ressed 'atch
San&am
- )bsolutely Modern# )bsolutely Indian
Lali
- Dalue for Money# (or those who value Money
Pace
, (or cute faces
30

S%arna
- 7ood as 7old
Shre/as
- ign of 7ood Times
Chan!an
- The fragrance watch
Braille
- ) gift of time to the blind 6 )lso !ustomised watches for Institutions

Special Clocks
Tower Clock
31

Solar Cloc$
Po(ulaion Cloc$
Dis(la/ Cloc$
#loral Cloc$
3nernaional Cloc$
32

Maser slave Cloc$

TRACTORS
33

MODEL HP RANGE MAIN FEATURE
2522 25 AVL fuel efficient engine & New Style Bonnet
!22 30
Fuel efficient engine (HMT Deign!" New Style
Bonnet
522 35
AVL #$#%te$ fuel efficient engine & New Style
Bonnet
"5## &5 HMT Deign
5$## 5' He#(y Duty T)#cto) (*+ec, Deign!
%5## -5 HMT Deign" .owe) tee)ing & /0.S
2522 OS 25 Low ,eig,t #n$ wi$t, fo) o)c,#)$ #%%lic#tion
522 CS 35 1etl#n$ culti(#tion
522 D& 35 Di)ect A2le D)i(e
"5## CS &5 1etl#n$ culti(#tion
"$22 EDI &3
AVL #$#%te$ fuel efficient engine & New Style
Bonnet
ENGINES
254 304 354 &5 &
5'
5en-et & *o66e)ci#l #%%lic#tion
CS' *o#t#l S%eci#l D&' Di)ect A2le OS' 0)c,#)$ S%eci#l
PRINTING MACHINER(
HMT5S Prinin& Machiner/ ran&e inclu!es.
34

o (ive !olor heet fed Offset "rinting Machines
o (our !olor heet fed Offset "rinting Machines
o Two !olor heet fed Offset "rinting Machines
o ingle !olor heet fed Offset "rinting Machines
o 'eb Offset "rinting Machines
o "rogrammable 7uillotines
o "unching 9 titching Machines
o Numbering )ttachment
BEAR3)'S
35

B#ll Be#)ing
*ylin$)ic#l /olle) Be#)ing
T#%e) /olle) Be#)ing
The Pin*ore Uni
36

After having established two machine tools factories and a watch factory in &angalore# the
Pin*ore uni was established as the third machine tool factory .It went into production on -
s
Oco1er -><;.
This factory has been designed# built and commissioned entirely by Indian talent in record
period of -5 months of breaking the ground on May /# -84/. "andit Eawaharlal Nehru# the first
prime minister of free India# inaugurated it on October /0# -840. $ater in Eune -85-# %MT<s
Tractor project commenced its operations here.
3 has no% %o Divisions.
Machine Tools ;ivision
Tractor ;ivision
Machine Tool Division.
The unit was initially planned for manufacturing Milling Machines. To begin with# foreign
designed machines were manufactured and subseBuently after acBuiring designing
capabilities# %MT<s self designed machines were introduced.
In -848 manufacture of broaching machines was taken up as imported a substitution available
in hori:ontal and vertical versions cutting speed with dead constant speeds ensuring optimum
tool life and fine surface finish.
In tune with %MT commitment to Gsher in the latest technologies to the country<s gust
developing Industrial base# In -854 the unit introduced the state of the art computeri:ed
numerically controlled machines offering unlimited options in the unmanned manufacturing
concept.
The unit has designed a wide rang of both hori:ontal and vertical !N! machines centres to
meet stringent accuracy standard# providing high flexibility and productivity with enough
muscle to remove large Buantity of material at low rpm for steels and high metal alloys.
37

%igh processing speed is ensured through !N! systems that have powerful graphics and
user finely features. The machine can be integrated with other machine tools into flexible
manufacturing line.
The unit also manufactures moving column type special purpose machines which can perform
milling# drilling# tapping# boring and reaming operations with re,circulation linear motions
bearing for high position accuracy with encoder IL<# IK<# IH< axis.
Pro!ucs of HMT Pin*ore Division.
(M 9 (M!M Machining !enters J %ori:ontal and DerticalM &roaching MachinesM Milling
Machines J !N! 9 NON !N!M 1otary TablesM )T!sM 1efurbishing 9 !N! 1etrofitting
Tracor Division.
%MT established Tractor plant in "injore in -85- to provide Impetus to the !ountry<s 7reen
1evolution. To begin with# it started assembly of /3 %" tractors in collaboration with MAs"
Moo$ov of erstwhile !:echoslovakia# manufacturers of Hetor brand of tractors. "injore was
selected for the project because it was within the high,density crop,producing region according
immediate market in the vicinity.
Initially# the tractors were assembled from imported !C;=C; packs. "roduction facilities
were simultaneously established to reduce the imported content with the result that the model
was fully indigeni:ed within a short span of five years. ;esigning capabilities were acBuired to
widen the product range.
Pro!uc Ran&e
)t present# %MT manufactures tractors in /3# 0A# 03# 23# 36# 43 and 53 %" ranges. Out of
these 0A# 03# 23# 36# 43 and 53 %" Tractors have designed in house. %MT also manufactures
speciali:ed versions for particular soil conditions like coastal special and the orchard special.
%MT sells its Tractors through its well knit 0AA strong dealer network. It has sold over 0#
3A#AAA tractors so far# within the country as well as in the international market.
38

Loo$in& Be/on! Tracors
Hi&h S(ee! Tracors
%MT has entered into technology transfer agreement with Tractor Dehicle ltd. to manufacture
and market the worlds only transport oriented tractors *%MT tractors+. %MT limited has
obtained exclusive world wide rights to manufacture and sell tractors featuring a range of /
wheels and 2 wheels drive with fully suspended axels in 4A to -0A %" ranges.
%MT ;iesel ?ngines
%MT plans to grow the business of diesel engine as a strategic business unit and is taking
initiatives towards this end.%MT has been manufacturing /# 0# and 2 cylinders diesel engines
in the range of /3%" to 43%" in technical collaboration with ).D.$ of )ustria to meet its captive
reBuirement for powering tractors since -85-.
It is also offering the diesel engines for industrial applications like compressors# 1ice and
(lour Mills and !onstruction eBuipments etc. and for power generation in the range of -/ to 03
CD) ratings. Of late# it has opened up the sales of its diesel engine for tractor powering also.
The engine manufacturing facilities are continually upgraded and improved to ensure reBuisite
Buality. Institutions like The )utomotive 1esearch )ssociation of India# "une *)1)I+# and
&ureau oIndian tandards *&I+ etc. certify %MT engines. 1eliability and economy are the
main features of %MT ;iesel ?ngines.
39

Marketing Mix Of %MT Machine Tools $td.
P5s Of Mar$ein& for HMT Machine Tools
MAR+ET3)' M3F
The key to understand integrated marketing today is to understand the implications of the word
Istrategy<. ) strategy is what you are going to doM a marketing strategy is the link between the
product and the marketM it provides the much desired direction for allocation of marketing effort.
It is translated into an action plan through the tools of marketing management. These tools
together are called as MAR+ET3)' M3F. Individually they are Pro!uc4 Price4 Place4 an!
Promoion"
Marketing Mix is the set of controllable# tactical marketing tools product# price place and
promotion that the firm blends to produce the response# it wants in the target market. The
marketing mix consists of everything the firm can do to influence the demand for the product.
Many possibilities can be collected into four groups of variable known as 2p<s.


Pro!uc
40
PRODUCT MIX PRICE MIX
PROMOTION MIX PLACE MIX
Marketing
Mix

)n object or a service that is mass (ro!uce! or manufacure! on a lar&e scale with
a specific volume of units.
) typical example of a mass produced service is the hotel industry. ) less obvious but
ubiBuitous mass produced service is a computer operating system.
Typical examples of a mass produced objects are the motor car and the disposable
ra:or.
Price
The price is the amoun a cusomer (a/s for the product. It is determined by a number
of factors including market share# competition# material costs# product identity and the
customerNs perceived value of the product.
The business may increase or decrease the price of product if other stores have the
same product.
Place
"lace represents the location %here a (ro!uc can 1e (urchase!. It is often referred
to as the distribution channel.
It refers to how the product gets to the customerM for example# point of sale placement
or retailing. This fourth " has referring to the channel by which a product or services is
sold *e.g. online vs. retail+# which geographic region or industry# to which segment
*young adults# families# business people+# etc.
Promoion
"romotion represents all of the communications that a marketer may use in the
marketplace. "romotion has four distinct elements , advertising# public relations# word of
mouth and point of sale.
41

"ublic relations are where the communication is not directly paid for and includes press
releases# sponsorship deals# exhibitions# conferences# seminars or trade fairs and
events.
'ord of mouth is any apparently informal communication about the product by ordinary
individuals# satisfied customers or people specifically engaged to create word of mouth
momentum.
ales staff often plays an important role in word of mouth and "ublic 1elations *see
"roduct above+.
"roduct Mix
HMT Machine Tools L!" produces a wide range of products from simple lathes to multi
station transfer lines# from stand alone !N! machines to flexible manufacturing systems#
leading to factory automation.
%MT<s broad range of machine tools covers 7eneral "urpose Machines and !N! Machines to
meet the application needs of every engineering industry. Its main (ro!ucs are.
TUR)3)' MACH3)ES
%igh peed "recision $athe N% //=/4=0/
%igh peed "recision !enter $athe !1)(TM)T?1
!N! $athe T)1TG1N
!N! !enter $athe "ride M-AA
!N! $athe )GTOM)NN /4
!N! $athe ?!ONO !N! /4
!N! $athe )GTO!OM" 33
!N! $athe T)$$ION -AA
!N! $athe T)$$ION /AA
!N! %igh,peed Turning Machine T)$$ION %
!N! Turning !enter "G%C)1 /AA
!N! Turning !enter G"?1TG1N /A
42

lant &ed !N! Turning !enter T! /A
lat &ed !N! Turning !enter T! /3= &N! 0A
lant &ed !N! Turning !enter &!N! 2A=4A
!N! Turning !enter "1?!ITG1N "T,=$=?$
(lexible Turning !ells
Medium and %eavy ;uty $athe
o G"?1!GT $)T%? &0/
o %eavy ;uty $athe $23=$3A=$4A=$5A
o Medium ;uty !N! $athe &0/ !N!
o %eavy ;uty !N! $athe $23 !N!=$3A !N!=$4A !N!=$5A !N!
o !N! T'IN "IN;$? !%G!C?1 T! /A
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MG$TI"IN;$? )GTOM)T )=)%
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MACH3)3)' CE)TRES
D?1TI!)$ M)!%ININ7 !?NT1?
o DM! 2AA=DM! 2AAM=DM! 3AAM=DM! 6AAM=DM! -AAA=DM!
-/AAM=DM! -4AA=DM! 3M
o !N! T1)INM)T?1 M)!%ININ7 !?NT?1 DM! /AAT "!
o !N! ;1I$$IN7 )N; T)""IN7 !?NT?1 &$ITH 0A=;T2A
43

%O1IHONT)$ M)!%ININ7 !?NT1?
o %O1IHONT)$ M)!%ININ7 !?NT?1 %M!2AAM= 3AAM= 40A= 2AA= 3AA=
2
o %I7% "??; %O1IHONT)$ M)!%ININ7 !?NT?1 %M 2AA=%M 3AA
o %O1IHONT)$ M)!%ININ7 !?NT?1 %M!6AA= -AAA= -/3A= -3AA
M3LL3)'4 DR3LL3)' 6 BROACH3)'
!N! D?1TI!)$ TOO$ 1OOM MI$$IN7 !T1 0D= 3D
1)M TK"? TG11?T MI$$IN7 M)!%IN? T1M 0D= 3D
CN?? TK"? MI$$IN7 M)!%IN? (N/
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MI$$IN7 M)!%IN? (N1
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;OG&&$? ?N;?; ()!IN7 9 !?NT?1IN7 M)!%IN?
'R3)D3)' MACH3)ES
%K;1)G$I! !K$IN;?1I!)$ 71IN;?1 7-5 = 7//
"1?!IION !K$IN;1I!)$ 71IN;?1 )NG&%)D -0A 9 )"G1D) -53
!N! !K$IN;1I!)$ 71IN;?1 M)1T -/3=-53
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!N! GNID?1)$ 71IN;IN7 M)!%IN? 7N!-3
!N! !K$IN;1I!)$ 71IN;IN7 M)!%IN? 7-/ !N!
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1O$$ !)M&?1= !K$IN;1I!)$ 71IN;?1 71!33
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T'IN 71I" !?NT?1$? 71IN;?1 7!$-2A (7% T7
44

"1?!IION !?NT?1$? 71IN;?1 7!$4A=-OO=-2A
!N! INT?1N)$ 71IN;?1 M)1T I7 -3A= 7I -AA !N!
!N! INT?1N)$ 71IN;?1 7IN8A = /)
!N! INT?1N)$ )N; ()!? 71IN;?1 7IN0A= 2)
!N! INT?1N?$ 71IN;?1 7IN /A= /)#0) )N; 2)
!N! INT?1N)$ )N; ()!? 71IN;IN7 M)!%IN? 7IN-4T= /)
!N! &O1? 71IN;IN7 M)!%IN?
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!1)NC%)(T 71IN;?1 7! 3AA
7?)1 !GTTIN7 M)!%IN?
T1)IN?1 7?)1 %O&&?1 %-/3
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%I7% "??; 7?)1 %O&&?1 $/AA
!N! 7?)1 %O&&?1 %/3A !N! *0 )LI+
!N! 7?)1 %O&&?1 % 2AA !N! */ )LIL+
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7?)1 %"?1 M?%M)TI! -3A
%I7% "??; 7?)1 %)"?1 '3-
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%O1IHONT)$ &O1IN7 9 MI$$IN7 M)!%IN? *T)&$? TK"?+
($OO1 TK"? %O1IHONT)$ &O1IN7 9 MI$$IN7 M)!%IN?
!N! ($OO1 &O)1IN7 M)!%IN?
!N! 0,)L$? "$)NOMI$$IN7 M)!%IN?
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3,)L$? !N! 7)NT1K D?1TI!)$ 1)M TK"? "$)NO M)!%ININ7 !?NT?1
*!N! 7)NT1K "O'?1 MI$$+
45

!N! D?1TI!)$ TG1NIN7 M)!%IN?
($?LI&$? M)NG()!TG1IN7 KT?M
5,)L$? !N! GNID?1)$ T1)D?$$IN7 !O$GMN ;1I$$IN7#&O)1IN7 9
MI$$IN7 M)!%IN?
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)L? !N! KT?M
3,)L? !N! %ON?K !OM& MI$$IN7 M)!%IN?
4,)L? !N! %I7% "??; 1OGTIN7 )N; ;1I$$IN7 M)!%IN?
!N! ?MI )N; (INI%?; $IN? &O)1IN7 M)!%IN?
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!N! 2,)L? !%G!C?1
!N! ;1I$$IN7 )N; 1?)MIN7 M)!%IN?
MG$TIT)TION 1OT)1K "M
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/,)L? %I7% "??; "1?!IION !N! !O,O1;IN)T? T)&$?
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TO ;! --AA
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MO;G$IN7 M)!%IN? "-6A TO "I40A
"1?? )N; "1? &1)C?
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46

!GTOM &GI$T M?!%)NI!)$ "1??
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"?1(?!TO1 OM 304 D
(OG1 !O$OG1 %??T?; O((?T "1INTIN7 M)!%IN? OM 204= 20-
(OG1 !O$OG1 %??T?; O((?T "1INTIN7 M)!%IN? OM 2/3= /A2
T'O !O$OG1 %??T?; O((?T "1INTIN7 M)!%IN? OM /04= /0-
T'O !O$OG1 %??T?; O((?T "1INTIN7 M)!%IN? OM //3=
//3N=//A=//AN
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IN7$? !O$OG1 %??T?; O((?T "1INTIN7 M)!%IN? OM -/37=
-/3N=-/3&
IN7$? !O$OG1 %??T?; O((?T "1INTIN7 M)!%IN? OM -/A= OM
-/AN
MINI O((?T "1INTIN7 M)!%IN? "?)1$ -/-5
MINI O((?T "1INTIN7 M)!%IN? MOM -A-3
"1O71)MM)&$? 7GI$$TIN? "7 8/ )N; "7 --3
47

Price Mi0
The (ricin& !ecisions or the decisions related to prices charged by companies are found
instrumental in motivating or influencing the target market.
The pricing policy of ) !ompany is considered important for raising the number of customers<.
)lso the Buality of service provided has direct relationship with the fees charged. Thus while
deciding the price mix customer services rank the top position.
The organi:ations are reBuired to frame a strategy. (irst# the strategy is concerned with fee
charged and the second strategy is related to the service provided. ince both the strategies
throw a vice, versa impact# it is important that company attempt to establish a correlation
between two. It is essential that both the buyers as well as the sellers have feeling of winning.
Pricin& HMT Machine Tools L!" Pro!ucs Sars 2ih Three Basic
=uesions"
1. 2ha rae !oes he HMT Machine Tools L!" nee! o mee is financial o1*ecivesG
The answer is# the machines of %MT Machine Tools $td. are of high Buality and technology.
o# pricing should be such that the company can get its cost and also some profit up to the
level which is fixed by top level management.
)nother element to consider in the pricing of earning assets is the risk of loss. Most notably#
this is relevant in !N! machines. Many companies assign a risk weighting to individual
machine over a certain si:e or based on machine type and assign a credit risk charge based
on those ratings.
!ustomer relationships are difficult to assign a value to in the pricing process. !ustomers will
generally press for some price concessions in consideration of other relationships they have
with the %MT !ompany.
48

:" 2ha is he mar$e rae for he core (ro!ucG
!ustomers have more distribution channels available to them today than at any other point in
history. In the past few years# the number of machine tools company<s locations has increased
a great number. Of course# there are the second hand machine sellers# and the !hinese
machines sellers competing with the company.
The point is# the competitive marketplace always ensures that if a company is charging too
much for any kind of machine# its share of the market will likely dwindle as existing and
prospective customers find alternative providers. Kou can do the entire math you want to
determine reBuired pricing points# but if you<re (ricin& is uncom(eiive4 /our mar$e share
%ill shrin$.
;" 2ha %oul! he HMT Machine Tools L!" has o !o o sales an!
o(eraions o ma$e is raes he mos com(eiive in is mar$eG
"ricing is a key issue for the associates who sell same products to your customers. The fact
is# %MT Machine Tools $td. wants higher rates for its machines# and people want the
machines at lower rates. Kou need the right balance of effectiveness and efficiency to reduce
operating costs# and a healthy asset and liability mix to change your reBuired pricing.
"$)!? MIL
49

This component of marketing mix is related to the offerin& of services. The services are sold
through the branches.
The / important decision making areas are. making available the promised services to the
ultimate users and selecting a suitable place for branches.
The num1er of 1ranches of HMT machine ools. E
LOCAT3O) O# BRA)CH.
&)N7)$O1? !OM"$?L
"INEO1? !OM"$?L
C)$)M)?1K !OM"$?L
%K;1)&); !OM"$?L
)EM?1 !OM"$?L
50

51

Ban&alore Com(le0.
Machine Tools Division4 Ban&alore# %MT ".O.# &angalore 34A A0-
Telephone 8-,6A,344/ 463A = 3/
Pin*ore Com(le0.
Machine Tools Division4 "injore -02 -A-. ;ist. "anchkula
Telephone 8-,-500,/40 6/3,/8
+alamasser/ Com(le0
Machine Tools Division4 %MT !olony ".O. Calamassery 460 3A0# ?rnakulam ;ist.
Telephone 8-,262,/32 A50-
H/!era1a! Com(le0
Machine Tools Division4 %MT Township ".O.# Narsapur 1oad# %yderabad 3AA A32#
Telephone 8-,2A,/0A6 35/-
A*mer Com(le0
Machine Tools Division4 &eavar 1oad# )jmer 0A3 AA0
Telephone 8-,-23,/22 A4/A = /22 A45A
SALES 6 SER@3CE )ET2OR+
52


Mar$ein& )e%or$.
53

'ide marketing network manned by Bualified 9 trained sales 9 service engineers
ervice outlet at customer doorsteps in major industrial locations.
!ustomer training programs on Mechatronics in addition to regular machine,oriented
training for machine tools.
Manufacturing Gnits supplement customer support for tooled,up and high technology
machine tools
Promoion Mi0
Promoion Mi0 is the communication mix which deals with the personal and impersonal
persuasive communication about the product or service of the manufacturer. Though
companies communicate with their present and potential customers in wide variety of ways#
the most distinguishable categories are two namely "ersonal and impersonal.
%MT Machine Tools $td. uses Personal Sellin& %a/ o communicae %ih here
cusomers" "ersonal selling has an important role to play in communicating between a firm
and its customers. The mana&er of %MT Machine Tools $td. himself &oes in (ersonal and
meets the clientele. %e gets to knows about the need of the customer and tells him the best
product which will suit to him.
)ll the Bueries of the customer are addressed by the sales representative. Negotiations#
discounts etc. are also done in personal by the manager. %MT selling industrial products does
not need to advertise or promote salesM it just needs a good sales representative to handle the
sales department.
Tra!e #airs an! E0hi1iions are the only mean of promotion of the products by %MT. )n
?xhibition is the huge congregation of manufacturers and dealers under a single roof for
displaying# demonstrating and selling their products. These ?xhibitions are mostly organi:ed
by organi:ations namely Cham1ers of Commerce an! 3n!ian Machine Tools
Manufacurers Associaion H3MTMAI"
Some u(comin& E0hi1iions are as follo%s.
54

3MTEF :88J 6 TOOLech :88J4 The -0th Indian Machine Tool ?xhibition with
international participation rganised from -K,:7 Januar/ :88J at Ban&alore
3nernaional E0hi1iion Cenre LB3ECM4 Ban&alore"
Mo!ern Machine Sho( :88K# /3 , /8 )pril /AA6# "ragati Maidan# New ;elhi
TOOLech :88K4 -Ath International ?xhibition of !utting Tools# Tooling ystems#
Machine Tool )ccessories# Metrology 9 !);=!)M -3 J -6 (ebruary /AA6 at &angalore
International ?xhibition !entre O&I?!P# &angalore.
3MTEF :88> an! 3MTEF:8-84 //, /6 Eanuary /AA8
9 /- , /5 Eanuary /A-A# &angalore International ?xhibition !entre O&I?!P# &angalore.
55

Cha(er C :.
Pro*ec Profile
CO)SUMER BEHA@3OURAPRE#ERE)CES
56

&efore getting into the details of Consumer Behavior we need to understand some basic
terminologies. In general terms both IConsumer< and ICusomer< are considered the same but
they are Buite different.
Cusomer.
The term is used to refer to someone who regularly purchases from a particular store or
company. Mahatma 7andhi has made a visionary and deep meaningful statement at
Eohannesburg# outh )frica in -68A# >) customer is the most important visitors on our
premises. %e is not dependent on us. 'e are dependent on him. %e is not an interruption
on our work. %e is the purpose of it. 'e are not doing him a favour by serving him. %e is
doing us a favour by giving us the opportunity to do so@.
Traditionally the word I!ustomer< was used to define people whom the organi:ation dealt
with externally. Though the word NCusomer5 is use! as a sin&le uni (urchases coul!
1e ma!e 1oh 1/ he in!ivi!ual an! he &rou(5"
Consumer.
The traditional view point has been to define consumer strictly in terms of economic goods
and services.
This position holds the consumers are potential purchasers of product and services offered
for sale. The view has been broadened overtime so that at least some scholars now do not
consider a monetary exchange to the definition of consumers. This change implies that
potential adopters of free services or even philosophies or ideas can also be encompassed
by the definition.
o ultimately Consumers are those individuals who purchase for the purpose of individual
or household consumption.
OR
57

The individual who consumes or uses a product # which may or may not be purchased by
him. o# after getting into these terms we need to get into the details of OConsumer
BehaviorP"
Consumer Behavior can be said to be the study of how individuals make decision on how
to spend their available resources *time# money# efforts+ on various consumption related items.
OR
Consumer Behavior may be defined as the decision process and physical activity individuals
engage in when evaluating# acBuiring# using or disposing of goods or services.
The !onsumer &ehaviour research goes far beyond the facts of consumer preferences and
encompasses all of the behaviours that consumers display in searching for purchasing# using#
evaluating and disposing of products and services that they expect would satisfy their need.
The detailed study of !onsumer &ehaviour or !onsumer "references focuses on,
o 'ho &uys products or servicesQ
o %ow do they buy products or servicesQ
o 'here do they buy themQ
o %ow often do they buy themQ
o 'hen do they buy themQ
o 'hy do they buy themQ
o %ow often do they use themQ
These Buestions will help in understanding the factors that influence the decision making
process of the consumers. It generally assumed that consumer decision making is based on
limited information that the consumer has.
CO)SUMER DEC3S3O) MA+3)'
58

It refers to the set of activities that would lead an individual to perform some specified tasks. In
case of consumer preferences it would refer to the set of factors that make an individual prefer
one product over another.
The preference for the products mainly lies in the answer of the following important Buestions,
%ow well the product suits the consumerQ
Till what extent it satisfies the needs of the consumers and what are the
shortcomingsQ
;oes the product suit the budget=purchasing power of the consumerQ
%ow readily and easily the product is available in the marketQ
POST PURCHASE BEHA@3OUR.
The output portion of the !onsumer &ehaviour model states that the consumer evaluates the
various brands of the products he is interested in buying and then chooses a specified brand.
The purchase can be J
Re(eae! Purchase i.e. buying the same product again.
Trail i.e. going for the new product just because the earlier similar product was not
satisfying or because the consumer likes to try new product.
L3TERATURE RE@3E2
59

Once the research problem is formulated# the researcher undertakes an extensive literature
survey. The literature survey conducted here includes the academic books and websites from
internet.
The research to be conducted was OTo su!/ he Cusomer Behavior of HMT Machine
Tools an! is Com(arison %ih ohersP
The inspiration to conduct this particular research was from Davi! L" Lou!on 6 Al1er J"
Della Bia4 Consumer Behavior Conce(s an! A((licaion
->
" There are various brands of
different machines available in India and the individuals prefer different ones according to their
choice and needs. The details about the different machines have been collected from websites
likeh(.AA%%%"sonali$a"com A)D h(.AAen"%i$i(e!ia"or&A%i$iAmachineools

60

MODEL O# BUY3)' BEHA@3OUR
MAR+ET3)' ST3MUL3 OTHER ST3MUL3 BUYER5S
CHARACTER3CTS
BUYER5S DEC3S3O)
PROCESS
"1O;G!T
"1I!?
"$)!?
"1OMOTION
"%KI!)$
;IT1I&GTION
?!ONOMI!
T?!%NO$O7I!)$
"O$ITI!)$
!G$TG1)$
!G$1G1)$
O!I)$
"?1ON)$
"%K!%O$O7I!)$
"1O&$?M
1?!O7ONITIO
N
IN(O1M)TION
1??)1!%
?D)$G)TION
O(
)$T?1N)TID?
"G1!%)?
;?!IION
"OT
"G1!%)?
&?%)DIOG1
CO)SUMER DEC3S3O) MA+3)' PROCESS
61

Gnderstanding consumer behavior and N$no%in& cusomers5 is never simple. !ustomers may
say one thing but do not say another. They may not be in touch with their deeper motivations.
They may respond to influences that change their mind at the last minuteRRR..)ccording to
ALBERTO CUL@ER PH3LOSOPHY
&usiness organi:ations do not only sell. They also buy vast Buantities of raw materials#
manufactured components# plant 9 eBuipment# supplies 9 business services. eller needs to
understand these organi:ation<s needs# resources# policies 9 buying procedures.
There are several research designs
3
and researcher must decide in advance of collection and
analysis of data as to which design would prove to be more appropriate for his research
project. %e must give due weight to various points such as the type of universe and its nature#
objectives of his study# the resource list or the sampling frame# desired standard of accuracy
and the like when taking a decision in respect of design for his research project.
The research has tried to cover almost every area of the research topic and has gained an
insight of the !ustomer<s atisfaction of HMT Machines Tools L!" and its competition with
others.
PROBLEM
REO!O"#$#O"
PO%$
P&R'A%E
(E#%#O"
P&R'A%E
(E#%#O"
#")ORMA$#O"
RE%EAR'
E*%L&A$#O" O)
AL$ER"A$#*E%
62

Cha(er,;.
RESEARCH METHODOL'Y
1esearch in common parlance refers to search for knowledge. It can also be defined as a
scientific and systematic search for information on a specific topic. )ccording to OL(O1;
63

;ictionary. OResearch is a careful invesi&aion or inQuir/ es(eciall/ hrou&h search of
ne% facsP.
1esearch Methodology in a way is a written game plan for conducting research. 1esearch
methodology may have dimensions. It includes research methods and also considers the logic
behind the methods used in the context of the study. It may also be understood as the science
of the study and minimi:es the degree of uncertainty of making wrong choices. It helps to
understand assumptions underlying various techniBues and the criteria by which they can
decide that certain techniBues will be applicable to certain problems and others will not.
Therefore in order to solve a research problem it is necessary to design a research
methodology for the easy and accurate solution of the problem.
SAMPL3)' A)D SAMPLE DES3')
SAMPL3)'.
64

ampling can be defined as the selection of some part of an aggregate or totality on the
basis of which a judgment or inference about the aggregate or totality is made. In other words
it is the process of obtaining information about an entire population by examining only a part of
it. The process of sampling is used for various reasons,
ampling saves time and money. It is usually less expensive and produces results at
faster speed.
It provides more accurate information.
It enables to estimate the sampling errors and thus assists in obtaining information
concerning characteristics of population.
It also enables greater speed of collection of data.
The ultimate test of sample design is how well it represents the characteristics of the
population it purports to represent. In measurement terms the sample must be valid which
depends upon J
Accurac/ C It is the degree to which biasness is absent from the sample.
Precision C It represents how well the sample represents the population in all
respect.
SAMPLE DES3').
) sample design is a definite plan for obtaining a sample from the sampling frame. It refers to
the techniBue or the procedure that is adopted in selecting the sampling units from which
65

inferences about the population is drawn. ampling design is determined before the collection
of the data.
everal decisions have to be taken in context to the decision about the appropriate sample
selection so that accurate data is obtained and efficient results are drawn.
#ollo%in& Quesions have o 1e consi!ere! %hile sam(lin& !esi&n,
'hat is the relevant populationQ
'hat is the parameter of interestQ
'hat is the sampling frameQ
'hat is the type of sampleQ
'hat sample si:e is neededQ
%ow much will it costQ
SAMPLE S3BE.
66

It indicates the number of individual who would be surveyed. %ere the sample si:e is -88
res(on!ens but the evaluation is being on the data obtained from K8 in!ivi!uals as the
remaining Buestionnaires were not completely filled.
SAMPL3)'.
In this case E0ensive Sam(lin& would be used.
67

DATA COLLECT3O)
)fter defining the problem and deciding about the sample and its si:e we need to collect data
to further carry out our report work. The gathering of data may range from a simple observation
at one location to a grandiose survey of multinational corporations at sites in different parts of
the world. The method collected will largely determine how the data is collected. The main
methods of data collection adopted here are J
Primar/ Daa Collecion.
This methodology is used for the proximity to the truth and control over errors. These cautions
remind us to use care in designing data collection procedures and generali:ing form results.
There are several methods of primary data collection like Observation Method# Interview
Method# chedules# and Fuestionnaires and so on. The method used by me is
=uesionnaire"
It is considered as the heart of survey operations and therefore should be very carefully
constructed. It consists of a number of Buestions printed or typed in a definite order which is
filled by the respondents on their own. ) good Buestionnaire should be comparatively short
and simple and the seBuence shall be from easy the difficult ones.
=uesionnaires have man/ (osiive feaures li$e,
They are economical.
They are free form the biasness of the interviewers.
1espondents have adeBuate time to give well thought to their answers.
1espondents can be reached conveniently.
$arge samples can be used and therefore the results are more dependable.
&efore using this method OP3LOT SUR@EYP was conducted by me.
68

P3LOT SUR@EY,
It is the replica or rehearsal of the main research or survey and is carried out to find out the
weaknesses of the Buestionnaire and the survey techniBues. ?xperience gained in this way
would lead to the improvement in the study. My pilot survey was conducted on -A respondents
and I found the results Buite satisfactory and therefore went forward with the same
methodology of the study adopted.
SECO)DARY DATA COLLECT3O).
econdary data means that data that are already available i.e. refers to data which has
already been collected and analy:ed by someone else. The sources used in this case are,
Maga:ines.
Eournals.
'ebsites.
!ompany profile.


69

Cha(er C 7.
L3M3TAT3O)S
70

@arious hin!rances occurre! %hile carr/in& ou he research" The/ have
ace! as limiaion of he su!/ an! a fe% of hem are.,
1. The time period for carrying out the research was short as a result of which many
facts
have been left unexplored.
2. The area for study which is Buite a large area to judge out the consumer preferences
for the various Machine Tools !ompanies.
0. The market is not well flourished and because of which many good brands are not
available.
2. !onsumers were not aware about various brands available.
5. Only -AA respondents have been chosen which is a small number to represent the
whole of the population.
4. 'hile collection of the data many consumers were unwilling to fill the Buestionnaire.
7. Many of the respondents did not fill the Buestionnaire completely because of which
the
sample si:e got reduced to 6A.
6. 1esearch gets bound as we have to give liter tests along with study.
8. Method of sampling is chosen which seems not to be appropriate.
-A. No stipend provided by the company for this research work. so it was difficult for me
to bear the expenses# in order to deliver my -AAS.
11.)s machines being an industrial product I didn<t find many respondents who would
answer to me due to their busy schedule.
71

Cha(er C E.
DATA A)ALYS3S
6
3)TERPRETAT3O)
72

-. ;oes u have any !N! machineQ
yes
no
0%
10%
20%
30%
40%
50%
60%
70%
AGRO PRODUCT
yes
no
3ner(reaion
This was a straight forward Buestion the answer to it was that about 45S of the
respondents had )71O machine .
Most of the have adopted the new technology but the remaining who are not using
)71O machines may is due to the high prices of this type of machines.
73

/. )re you aware of all the Major Market "layers of Machine ToolsQ
SONLIKA
HMT
SCORT
OTHRS
NO
0%
10%
20%
30%
40%
50%
60%
70%
!0%
"0%
100%
C#ns#$e% A&'%eness
SONLIKA
HMT
SCORT
OTHRS
NO
3ner(reaion
!ustomers in particular area seems to be having good knowledge about all
machines. They are very much aware about most of the companies.
%MT and &(' are more familiar among the customers as compared to other
companies like &OT)$I&OI# $M'.
)bout 8ASof customers were aware of &OT)$I&OI# 64.00S each of $M' and
others.
)ll of the customers were aware about %MT.
74

0. 'hich &rand=!ompanies Machine does u ownQ
0%
10%
20%
30%
40%
50%
60%
HMT
SONALIKA
SCORT
OTHRS
Interpretation
Out of samples surveyed# 38S were responding for %MT.
-6S customers were having &(' Machines.
8Swere having &otaliboi.
6Swere having 7ermany made Machines.
3S person had the low Buality !hinese Machines.
75

2. (or how long does u have that MachineQ
0%
5%
10%
15%
20%
25%
30%
35%
(e'%s S)n*e +,ey '%e ,'-)n.
M'*,)nes
1 +o 2 y%s
2 +o 3 y%s
3 +o 4 y%s
4 +o 5 y%s
$o%e +,'n 5 y%s
Interpretation
On this Buestion the response came out to be that /-S of the respondents were
having !N! machine for the past -,/ year only.
/0S were having it from the last /,0 year#-0S had it from 0,2 year.
-AS had it from 2,3 year and the well established companies had it before the
last 3 years.
76

3. ;oes price bothers you before purchasing any MachineQ
(es
No
In so$e
*'ses
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Res/on0en+s -)e& '1o# P%)*e
(es
No
In so$e *'ses
Interpretation
Most of the people about 28S of the people said yes "rice bothers them before
purchasing any machine # cause the cost of mostly all the !N! machines is so
high that people have to think before buying it.
02S of the respondents said no price don<t bother them because they want just
the best at any price.
-5S replied that in some cases price is a major factor for them.
77

4. 'hich is the most important factor to you before purchasing any
machineQ
0%
5%
10%
15%
20%
25%
2'*+o%s In34#en*)n. P#%*,se
P%)*e
L)3e o3 M'*,)ne
M')n+en'n*e
Cos+
'3+e% s'4e
*'/)*)+y o3 &o%5
Interpretation
(rom the survey it is clear that price is the most important factor before
purchasing any machine# about /3S of the respondent said this.
//S said life of the machine is most important for them.
Maintenance cost and )fter ales ervices had similar response about -6S and
-3S respectively.
"erformance of the machine was also rated high# it was about /AS.
78

J" 2hich facor is mos influencin& o /ou o (urchase he MachineG
0%
5%
10%
15%
20%
25%
30%
35%
40%
6RAND IMAG
PRIC
A2TR SALS
SR7IC
LI2 PRIOD O2
TH MACHIN
AN( OTHR
3ner(reaion
&rand Image is given importance before making the purchase decision as 08S of
the respondents replied.
"rice again as analy:ed earlier is the most important factor for making purchase
decision# --S respondents replied that price is the most influencing factor for
them.
)fter ales service was influencing for 0-S respondents.
$ife of machine was rated high by -3S respondents.
)nd other (actors like %andling# i:e etc. influenced 2S of our respondents.
79

8. 'ho influences you more in buying decisions of !N! MachinesQ
Interpretation
Most of the respondents are in machine tools industry from a long time# so they
themselves are aware of what to buyM about 0AS respondents said they
themselves make the purchase decision.
The engineers are the persons who are responsible for the effective production#
05S of the buyers are influenced by their ?ngineers for making purchase
decision.
"ast experience of the machine counts a lot /8S of the respondents are
influenced by that.
Other factors were rated just 2S.
80

8. 'hat impact has price got on the purchase of !N! MachineQ
Interpretation
"rice has a very high influence on 04S of the respondents.
28S of the respondents were highly influenced.
/3S were having a medium impact# where as 6S were very less influenced by
the price of the machine.
81

-A. (rom where does u come to know about the latest Machines and
technologyQ
Interpretation
?xhibitions and Trade fares are the major source of consumer<s knowledge#
through these they come to know about various new machines and
technology.02S and 20S is the response to exhibitions and trade fares
respectively.
Through the 'ord of Mouth -0S of the respondents come to know about new
machines.
Maga:ines and Newspaper are the source of information for -AS of the
respondents.
82

--. )re you satisfied with the after sales services of your !N! MachineQ
!%
44%
27%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
A3+e% s'4es se%-)*e s'+)s3'+)on 4e-e4
2#44y S'+)s3)e0
S'+)s3)e0
Ne#+%'4
D)ss'+)s3)e0
Interpretation
On this Buestion the answer as (ully atisfied people is very less it is about 6S.
The number of atisfied persons is high it is about 22S# which is the highest
percentage# means most of the people are satisfied with the after sales services
provided.
"ercentage of Neutral people is /5S# whereas dissatisfied respondents are /-S.
83

-/. )re you satisfied with its overall performance of your MachineQ
Interpretation
(ully atisfied people in any case are found very difficultly# so is the case here
the number of (ully atisfied respondents are just -AS.
atisfied numbers of respondents are more about 24S of the respondents are
satisfied with the performance of their Machine.
Neutral and ;issatisfied respondent are /3S and -8S respectively.
84

13. )ccording to you which company gives most benefits to customersQ
HMT
son'4)5'
es*o%+
OTHRS
0%
20%
40%
60%
HMT
son'4)5'
es*o%+
OTHRS
HMT 25%
son'4)5' 40%
es*o%+ 30%
OTHRS 5%
Co$/'ny .)-)n. $o%e 1ene3)+s +o
*#s+o$e%s
Interpretation
The response to this Buestion is not in favor of %MT# as persons in favor of %MT
are just /3S.
ON$IC) which provides most benefits to its customers# 2AS of the
respondents gives this evident.
?!O1T is also above %MT in providing benefits to its customers 0AS of the
respondents are in favor.
OT%?1 is the company which provides least benefits to its customers just 3S
of the respondents voted for it.
85

-2. Next time which brand of !N! Machine you would like to purchase if
you have to purchase another !N! MachineQ
0%
10%
20%
30%
40%
50%
Ne8+ O/+)on
SONALIKA
HMT
SCORT
AN( OTHR
Interpretation
This Buestion was asked to check the &rand loyalty of the respondents and their
thinking about %MT Machines. The response to it was very good as 23S of the
respondents said they will buy ON)$IC) machines.
/4S of the respondents said they will go for %MT.
?!O1T -8S
3Sof the people said they will buy !hinese machines or will buy second hand
machine of any company as due to high cost.
86

Cha(er C <.
#acs an! #in!in&s
87

#acs an! #in!in&s
(rom the survey we can find out that mostly the Machines are purchased by $arge scale
industry people.
In Machine Tools industry the preference is given mainly to "rice of Machine then to any other
factor.
That the people who are %MT customer are $oyal to it. &ut we should work to add more and
more customers.
!ustomers come to know about latest machines and technology through ?xhibitions and Trade
fares .
That customers likes to purchase machines when offered discounts and other attractive
schemes.
"erformance of Machine # )fter ales ervices play a important part in improving sales.
o# %MT should work on that.
88

Cha(er C J.
S2OT A)ALYS3S
89

S2OT A)ALYS3S
STRE)'THS
%MT brand Dalue.
?xtensive dealership and service network.
(ully integrated plant in "injore.
upport of %MT in terms of deploying latest manufacturing technology# providing
engineering solution and maintenance back up for trouble,free running of tractors.
'ide product range.
%MT has experienced staff.
It has adeBuate infrastructure# Bualified manpower# office space and computer network
to support its activities.
)s a 7ovt. concern# it enjoys the full support of 7ovt.
?fficiency of %MT Tractors and Machines is better then other competitors.
Its brand has been well accepted in the market.
2EA+)ESSES
Turnover mainly coming from single product Tractor division.
Morale of employees is not high.
"resent market share other then in machine tool is very less.
$ess usage of media for marketing.
"roduct,image among customer is not good.
Old plant reBuires substantial moderni:ation
(inancial health of company is poor.
ince it is a 7ovt. enterprise# so change in 7ovt. policies may affect the profitability.
90

OPPRTU)3T3ES
It is the biggest plant *in terms of area+ among India<s manufacturers of Tractors.
)vailability of cheap and liberal finance to consumers.
Multipurpose machines will offer new market for the company.
(ree service camps are organi:ed for the customer satisfaction.
It has huge network of dealership all over the country.
"rovides good after sales services.
!ontinuous growth in Tractor Industry in the !ountry.
THREATS
&eing a govt. undertaking its business may be affected due to change in govt. policy.
!ompetition from other manufacture of transport vehicle.
Not a good image of company among consumers.
low down of expected demand of some of its products.
Increased completion from domestic market as well as from international market.
$ack of dealership in some cities.
91

Cha(er C K.
SU''EST3O)S
92

SU''EST3O)S #OR THE COMPA)Y
%MT should participate in more and more ?xhibitions and Trade (airs for the promotion
of their product.
It should provide discounts to the customers like the other competitors.
It should provide attractive credit policy# so as to attract even small scale producers.
!oncessions on Transportation and things like free Transit Insurance would attract
more customers .
No purchase should be made till the old stock is disposed off.
!ompany should take serious actions on the complaints of the buyers so that they are
fully satisfied and Buality can be improved
'orker participation in management should be encouraged. !ompany should give
autonomy to the employees so that they can take there own decision.
93

Cha(er C >.
CO)CLUS3O)
CO)CLUS3O)
94

In the last# I would like to say that the market position of %MT is not so good. )s the
company started 33 years back# it is competeting with new companies and holds largest
share of the Indian market which still it is running in losses it shows poor performance of
%MT workers and Management .
&ut the company has to do something extra to bring good image in the minds of
customers. Not only for new customer but for old customer also %owever according to
the survey the Machines are good.
however Machines are not performing bad in the market but to get a good position in
the market it has to give some extra ordinary performance The new %MT Machines are
performing well but due to its image of high price machine it will take some to get a
place in customer mind .!onsumer service should be increased so more customer can
be attracted.
Instead of opening more dealerships the company should work on providing better after
sales services. It needs good publicity and marketing activities at the moment the only
need to run things in a proper and arranged manner which would increase the sale in a
positive manner.
95

Cha(er C -8.
APPE)D3F
Consumer Surve/ #orm
96

I am undergoing summer training and this training is being conducted in lieu of partial
fulfillment of 0
rd
semester for the degree of M&) and means no business.
"ersonnel Information.
)ame.
A&e.
Place.
-. ;o u have any !N! machineQ
Kes
No
/. )re you aware of all the Major Market "layers of Machine ToolsQ
Kes
No
0. 'hich &rand=!ompanies Machine do u ownQ
%MT
&('
&)T$I&OI
7?1M)N M)!%IN?
!%IN?? M)!%IN?
2. (or how long does u have that MachineQ
-,: /rs
:,; /rs
;,7 /rs
7,E /rs
97

RE /rs
3. ;oes price bothers you before purchasing any MachineQ
Yes
)o
3n some cases
4. 'hich factor influence you the most to purchase the MachineQ
Bran! 3ma&e
Price
Afer Sales service
Life (erio! of Machine
An/ oher
5. 'ho influences you more in buying decisions of !N! MachinesQ
Self
En&ineers
Pas e0(erience of
Machine

Oher
98

6. 'hat impact has price got on the purchase of !N! MachineQ
@er/ Hi&h
Hi&h
Me!ium
Less
8. (rom where does u come to know about the latest Machines and
technologyQ
E0hi1iions
Tra!e fares
2or! of mouh
An/ oher means
-A. )re you satisfied with the after sales services of your !N! MachineQ
(ully atisfied
atisfied
Neutral
;issatisfied
--. )re you satisfied with its overall performance Of your MachineQ
(ully atisfied
atisfied
99

Neutral
;issatisfied
-/. )ccording to you which company gives most benefits to customersQ
%MT
&('
&OT$I&OI
$M'
-0. Next time which brand of !N! Machine you would like to purchase if you have
to purchase another !N! MachineQ
%MT
&('
&OT$I&OI
$M'
)NK OT%?1
100

Cha(er C -8.
B3BL3O'RAPHY
101

B3BL3O'RAPHY
Boo$s an! Journals.
Marketing Management. !.N. ONT)CCI
Cotler # "rinciples of Marketing
Cothari !.1.# 1esearch Methodology Methods and TechniBues *econd ?dition+
%MT Machine Tools !atalogue
2e1 Sies.
www.imtma.in=
www.hmtmachinetools.com=
www.hmtindia.com=
102

103