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A STUDY ON RURAL PURCHASE BEHAVIOR

TOWARDS TRACTORS IN JALANDHAR
Submitted to: Dr. Anand thakur
SUNNY KUMAR PANDEY
Registration no: 11004178
Roll no: RQ1002B24

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CERTIFICATE
This is to certify that SUNNY KUMAR PANDEY bearing
Registration no. 11004178, have completed dissertation / capstone project
titled A STUDY ON RURAL PURCHASE BEHAVIOR TOWARDS
TRACTORS IN JALANDHAR under my guidance and supervision. To the
best of my knowledge, the present work is the result of their original
investigation and study. No part of the dissertation has ever been
submitted for any other degree at any University.
The dissertation is fit for submission and the partial fulfillment of the
Conditions for the award of.........................

Signature and Name of the Research Supervisor
Designation
School
Lovely Professional University
Phagwara, Punjab.

Date :

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ACKNOWLEDGEMENT

I feel immense pleasure to give the credit of my project work not only to one individual as
this work is integrated effort of all those who concerned with it. I want to owe my thanks to
all those individuals who guided me to move on the track.

This report entitled “A STUDY ON RURAL PURCHASE BEHAVIOR TOWARDS
TRACTORS IN JALANDHAR” is the outcome of my CAPSTONE PROJECT at
JALANDHAR.

I sincerely express my gratitude and lot of thanks to Dr. ANAND THAKUR and to the other
faculties for helping me in completing my project work and making it a great success.

Last but not least, I would thank all my friends, faculty members and all respondents who
rendered their precious time for contributing their skills and to fill the questionnaire, which
made my project more appealing and attractive.

SUNNY PANDEY

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PREFACE
As MBA degree require equal attention practical as well as theoretical aspect of the business,
various problems are to be dealt with in these courses, that is why research programs are
there to give deep as well as thorough knowledge of the subjects. The way to aware the
people is marketing.

During my project work I observed all the aspects of tractor and gathered all the necessary
information regarding it. I was given thorough knowledge about each and every aspect of the
Tractors.

My project entitled “A STUDY ON RURAL PURCHASE BEHAVIOR TOWARDS
TRACTORS IN JALANDHAR” sincere effort has been made to bring about the lucid facts
it is hoped that this report meets the given expectations and various requirements of the
research.

In the first phase introduction to the topic is given. After that a market research is performed
with a sample size of 100 people. The research study was limited to Jalandhar city. Here, in
my survey, I have contacted the respondents through personal interviews only.

The objective of the research is to study the customer awareness regarding Tractors and to
know the different parameters that influence the customer in purchasing the tractor.

In the last phase of the report findings, suggestions and conclusions have been drawn. The
Rs 7,000-crore Indian tractor industry has been growing sluggishly at two per cent per annum
for some years now, and the trend is likely to continue this year. Industry sources attribute
this to several factors. But the most important is the general slowdown of the rural economy.

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2 UNDERSTANDING THE RURAL CUSTOMER 2 1.2 TRACTOR INDUSTRY IN INDIA REVIEW OF LITERATURE 3 OBJECTIVE 12 4 NEED AND SCOPE OF THE STUDY 13 5 RESEARCH METHODOLOGY 14 6 DISCRIPTION OF QUESTIONNAIRE 17 7 DATA ANALYSIS AND INTERPRETATION 18 8 FINDINGS OF THE STUDY 34 9 SUGGESTIONS 36 10 LIMITATIONS OF THE STUDY 37 11 CONCLUSION 38 12 REFERENCES 42 13 APPENDIX 44 5 .1 THE BLACK BOX MODEL 1.1.1 INTRODUCTION 1 1.1.INDEX CHAPTER TOPIC PAGE NUMBER 1.

neutrality.1 INTRODUCTION Consumer behavior is the study of when. why. customization and one-to-one marketing. 6 . both individually and in groups. Some specifications of the social function. With that in mind. It blends elements from psychology. Marketing provides services in order to satisfy customers. monotonicity. payer and buyer. It also tries to assess influences on the consumer from groups such as family. anonymity. sociology. friends. no social choice functions meet these requirements in an ordinal scale simultaneously. Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function. It attempts to understand the buyer decision making process. how. and where people do or do not buy a product. customer relationship management. the consumer. Customer behavior study is based on consumer buying behavior. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. decisiveness. A greater importance is also placed on consumer retention.CHAPTER 1 1. social welfare function is achieved. reference groups. unanimity. the productive system is considered from its beginning at the production level. social anthropology and economics. Social functions can be categorized into social choice and welfare functions. personalization. and society in general. to the end of the cycle. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. homogeneity and weak and strong Pareto optimality. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. with the customer playing the three distinct roles of user.

It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). This forced companies to go for greener a pasture that is new markets. The marketing stimuli are planned and processed by the companies.. but the relation between the stimuli and the response of the consumer. However.1.2 UNDERSTANDING THE RURAL CUSTOMER In the initial years the focus was on the easily accessible well developed urban market. based on the economical. whereas the environmental stimuli are given by social factors.1. which determines the buyers’ response. A promise that seem ready to be fulfilled because of explosion in the buying capacity in the rural sector. Soon there was proliferation ration of brands and intense competition resulting in the near saturation of the urban market. The buyers’ black box contains the buyer bu characteristics and the decision process. consumer who had yet to taste the fruit of modernity. where the focus is not set on the processes inside a consumer. The black box model is related to the black box theory of behaviorism.2 TRACTOR INDUSTRY IN INDIA 7 . in which it is assumed that the buyer has recognized the problem. political and cultural circumstances of a society. 1. 1. consumer characteristics. rational decision process. and decision process and consumer responses. in reality many decisions are not made in awareness of a determined problem by the consumer. All eyes turned to the world most promising potential market of 742 million rural consumers. The black box model considers the buyers response as a result of a conscious.1 THE BLACK BOX MODEL The black box model shows the interaction of stimuli.1.

This is also partly because of the initiative of the government to boost up agriculture and agricultural machinery industry. There are currently 14 players in the industry. domestic and exports trends and India’s share in global market. This report gives an insight into the tractor industry in India. industry size. While the northern region is now almost saturated in terms of new tractor sales. Monsoon season is a key driver for sales of tractors. both domestic as well as exports. Also the penetration levels are also not uniform throughout the country. It analyzes the current scenario of tractors in India. The tractor penetration level in India is very low as compared to the world standards. Lastly. The manufacturing process started in 1961-62. Mahindra & Mahindra is the leading player in the industry. A series of good or bad monsoon can affect the sales. are the most popular in the country and fastest growing segment. CHAPTER 2 REVIEW OF LITERATURE 8 . the southern region is still under penetrated.Tractor industry plays an important part as agriculture sector has a major contribution to India’s GDP. it discusses the players in the industry and profiles the top players. Tractors came to India through imports and later on were indigenously manufactured with the help of foreign collaborations. Indian tractor industry is relatively young but now has become the largest market worldwide. discussing its inception and growth. The medium horse power category tractors. In recent years the industry has registered a good growth in sales. 31-40 HP. Tractors are part of agricultural machinery industry.

at the current rate of growth it will soon outstrip the urban market. Singh et al (2009) tries to find out 1. And the association of socio-economic status with economic motivation of the farmers and discovered that except education. Finally he found out that farmers have different perception toward domestic and foreign brands of agricultural machinery. He finally got that possible to capitalize on the similarities among the rural markets. The most important difference between rural and urban is in the degree of sophistications of the consumers. Subhadra et al (2010) attempted to find out the important features which a customer considers while going for the purchase of a new car. age. Urban consumers are generally familiar with such products. Feng jianying et al (2009) tries to find out that what is the farmers brand perception towards farm machinery in china. dhumal naresh et al (2010) surveyed to know the difference in purchasing behavior of rural and urban consumer. The study covers the owners of passenger cars living in the major cities of the State of Punjab and the Union Territory of Chandigarh. The information channels of brand are mainly from friends. the growth rate of the industry is in the peak position and it will rise in the future. He found out that rural consumer is discerning in the rural market is vibrant. Here the marketer may have to work harder to sell their goods in rural area because of diversity of values and attitudes present in these regions. Malik (2009) wanted to find out the factor effect the purchase decision in durable goods.Srivastava et al (2011) surveyed the market to know the difference between rural and urban consumer approach towards buying a product. 9 . So the manufacturers must design the product giving maximum weightage to these factors. The respondents perceive that safety and comfort are the most important features of the passenger car followed by luxuriousness. Personal socio-economic characteristics of the farmers. 2. land holding and socio-economic status have been found to have significant association with economic motivation. relatives and neighbors. He found that due to increased income and living standard. The rural market is not sleeping anymore. so word of mouth spreading is very important for a brand. their attitude and value related to purchase and consumption will be different.

occupation. Price Conscious. economic situation. The study has identified seven factors such as: Recreational and Shopping Conscious. he found that Children of different demographics have a good knowledge of the product and the influence is very prominent in making a purchase decision. He finally found that the buying decision of the consumer of different demographics differ from rural to urban area. brand recognition. The rural area is more bounded by the tradition. High quality conscious which effect the shopping behavior. He finds that the communication mix. brands. 10 . They even have the ability to judge the product on different parameters. lifestyle and others. word of mouth and differential effect of friends and family are the important factor in TV purchasing decision. Low capita income of the consumers in the rural areas restricts them for low consumption pattern as compared to the urban population where the consumer are more brand conscious and are very ready to pay high. Zacharias S et al (2008) wanted to find the impact of the opinion leaders in purchase decision of color TV in rural market. store reputation and price play an important role in buyer’s perception Agarwal et al (2009) tries to know the role of children in purchasing decision. Favorable attitude towards urban shopping environment. custom and values which bring a gigantic change in the life style and personality of the consumers of the rural areas where people are more attached towards the western culture. Enjoy shopping. He found that the effect of opinion leaders. Parimal et al (2009) wanted to know the Shopping behavior of rural consumer migrated to urban areas where what factors purchases influence urban retail shopping environment. Comparison shopping/ complainer. peer pressure and other motivational factors affect most in the purchasing decision. Dhumal et al (2008) tried to find that buying decision different demographics in rural and urban areas. The different aspect of the demographics was age.Pathak SV et al (2009) tries to find the impact of buyer’s perception of product quality in India found that the quality perception. Dhumal M et al (2008) wanted to find what influences purchasing decision of the rural market population. Perfectionist.

Singh et al (2004) surveyed to know the practical application of rural consumer behavior findings in Indian markets has often posed a problem for marketers for two reasons. there has been no comprehensive framework to integrate the findings in a meaningful manner. The paradigm is an attempt which provides a comprehensive framework that will enable marketers to understand. peer pressure and other motivational factors affect most in the purchasing decision.Dhumal M et al (2008) wanted to find what influences purchasing decision of the rural market population. Consumers perceive global brands to be of superior quality. He found that the communication mix. Singh gyanendra (2004) Tries to find out the impact of farm mechanization in india and he find that the status of agricultural mechanization in India. First.services. Bajaj S (2007) researched to investigate the impact of global and local brand in making a purchase of the product.sales. Second. 11 . most consumer researches in rural market has used a piecemeal approach. level of their adoption and the role of different public and private Institutions in supporting and promoting this critical input for making Indian agriculture to meet the international challenges of productivity and cost of production. integrate and apply consumer behavior in the rural market. after. including the aspects of production of implements and equipment. He finds that the global brands are more influential in nature then local brand. brands.

12 .CHAPTER 3 OBJECTIVE 1 2 3 4 5 6 • To study the customer awareness regarding tractors. • To study the satisfaction level of the customers with their existing tractor. • To study the different parameters that influence the customer in purchasing the tractor. • To study consumer’s satisfaction towards purchased tractors • To study the various problems faced by customers in their tractor. • To study the major market leader among various market payers.

Which factors have dominated in the saturation of the market. 3. SCOPE: the study will help me to know the scope that can be helpful in knowing the purchasing pattern of the consumer. How different attitude. personality. Why users of tractor has declined this days. since the market is growing? 5. lifestyle and knowledge effect in the sales? 4. The future of tractors in villages near Jalandhar. Consumer (in rural areas) what they need? How different companies need to enhance their product accordingly What could be the new areas that will be benefitted after the change? What will be the future customer? 13 . Does the condition of this buying pattern can be changed or will it be more prominent in the future. 2. 2. motivation. It will also elaborate about 1. perception. 5. What could be the possible reason that can enhance the purchasing rate of tractors? 3. It is required to know about the purchasing pattern as it will reveal the answer that 1.CHAPTER 4 NEED AND SCOPE OF THE STUDY NEED: There is an immense need in finding out the behavior in purchase pattern of the consumer to know the changes that occurred in the market. 4.

Data source 2. Research methodology means a "defining a problem.CHAPTER 5 RESEARCH METHODOLOGY Research means a search for knowledge or gain some new knowledge and methodology can properly refer to the theoretical analysis of the methods appropriate to a field of study or to the body of methods and principles particular to a branch of knowledge. collecting the information. Sampling plan i) Sample unit ii) Sample size iii) Contact methods 1. Data Source: The researcher can get two types of data: a) Primary Data b) Secondary Data 14 . defining the research objectives. Research instrument 4. A Research methodology has a specified framework for collecting the data in an effective manner. Research approach 3. analyzing the information and presentation of findings." Such framework is called "Research Design". developing the research plan. The research process that was followed by me consisting following steps. A) Defining the problem and research objectives B) Developing the research plan C) Collection of information D) Analyzing the information E) Presentation of findings A) Defining the problem and research objectives The definition of problem includes the study of “RURAL PURCHASE BEHAVIOR TOWARDS TRACTORS IN JALANDHAR” B) Developing the Research Plan The development of research plan has following steps: 1.

I have done this survey for Descriptive and analytical research process. A document that contains a set of questions that has been specially formulated as a means of collecting information and surveying opinions.how many people have to be surveyed? Generally. I have completed my survey in Jalandhar. A questionnaire was constructed for my survey. Research instrument Questionnaire: Questionnaire (also known as self-administered survey) is a type of statistical survey handed out in paper form usually to a specific demographic to gather information in order to provide better service or goods. It is necessary so as to develop a sample frame so that everyone in the target population has an equal chance of being sampled. Descriptive research includes surveys and fact finding enquiries of different kinds. 3. large sample size gives more reliable results than small samples. The sample consisted of 100 respondents. The main purpose is description of the state of affairs is noted down and analytical research used to analyze the material and facts. satisfaction and so on and to measure these magnitudes in the general public. beliefs. The sample was drawn from people having different 15 .2. Research Approach Survey is best suited for descriptive and analytical research. b) Sample size . preferences. Sampling plan Sample is a group of few items which represents the population or universe from where it has been taken. a) Sample unit b) Sample size c) Contact methods a) Sample unit – who is to be surveyed? The target population must be defined that has to be sampled. The sampling plan calls for three decisions. Therefore. etc . 4. etc on a specified subject or theme. Survey are undertaken to learn about people's knowledge.

I have contacted the respondents through personal interviews. c) Contact methods Once the sampling plan has been determined the Questionnaire is how the subject should be contracted i. by telephone interview. Researcher has no role to play or he cannot influence the selection process there is no possibility of biasness. D) Analyze the information E) Presentations of findings 16 . The selection of the respondents was done on the basis of Simple Random Sampling. occupation and income. It can easily assess the accuracy of estimate.e. here. personal interview. age group. observation. Simple random sampling is the technique in which every item in the universe and population has an equal chance of being selected in the sample. I have collected the information from the respondents with the help of Questionnaire. mail etc. in my survey.educational qualification. D) Collecting the information After this.

Q12. What is consumer perception about their tractor is described in the question. Does newspaper advertisement effect purchasing. Q14. Q7. Does the consumer want to be in contact with company for any queries? 17 . Q3. What are the various sources that effect purchasing of tractor? Q9. This question will find out what a consumer expect from their tractor and in what order. Does any tractor company influence them advertisement. Which factor among the option (given) influence the consumer most while purchasing tractor? Q8. What different problem they face after purchasing tractor (can be utilized by the different companies) Q10.CHAPTER 6 DISCRIPTION OF QUESTIONNAIRE Q1. What is the purpose of buying the tractor will be described in this question. Q2. This question wanted to know the consumer awareness towards the different brands of tractor that they know. The question will find out the major players in the market and what is the common power requirement of the tractors in the market. Q11. Does season influence their behavior of buying? Q6. What modification they wanted in the future for their tractor. Q13. How different financial sector have their influence on the buying behavior. This question tends to find out the satisfaction level of the consumer. Q4. Q5. Which one is described here? Q15.

of Respondents 18 . How many tractor ractor companies do you know about? Companies No. of Respondents 100 90 80 70 60 50 40 30 20 10 0 No. of Respondents Tafe 100 Farmtrac 75 Mahindra 100 Sonalika 100 Swaraj 90 John Deer 50 Indofarm 35 New Holland 100 No.CHAPTER 7 DATA ANALYSIS AND INTERPRETATION NTERPRETATION Q1.

90 respondents are aware of Swaraj. 50 respondents are aware of John Deer and 35 respondents have shown their awareness regarding Indofarm Tractor. Which tractor do you own and what is its HP? (a) Tractor Companies %age of Respondents Tafe 11% Farmtrac 9% Mahindra 28% Sonalika 17% Swaraj 22% John Deer 6% Indofarm 3% New Holland 11% 19 . Mahindra. 75 respondents are aware about Farmtrac. Sonalika. New Holland Tractors. Q2.Interpretation: From the above graph it is clear that all the 100 respondents are aware of Tafe.

%age of Respondents 30% 25% 20% 15% 10% %age of Respondents 5% 0% (b) Segment wise HP Range HP Range %age of Respondents Below 30 15% 31-40 65% More than 40 20% %age of Respondents 70% 60% 50% 40% 30% %age of Respondents 20% 10% 0% Below 30 31-40 More than 40 20 .

It is also revealed from the data of Segmetwise HP Range that majority of the respondents have 31-40 HP range of tractors. 23% of the respondents have Swaraj and 16% respondents have Sonalika Tractors followed by Tafe. 15% respondents have below than 30 HP and remaining 20% respondents have more than 40 HP ranges of tractors. Q3.Interpretation : From the above data it is clear that majority (27%) of the respondents have Mahindra Tractors. 21 . What work you generally take from a tractor? Type of Work %age of Respondents Agriculture 80% Haulage 20% Interpretation: From the above graph it is clear that majority (80%) of the respondents use tractors for the agriculture purpose and remaining 20% respondents use the tractors for haulage purpose. Farmtrac. John Der and Indofarm. New Holland.

of points 22 10 5 0 5 . of points Road Speed 10 Ground Clearance 5 Backup Torque 0 Fuel Efficiency 50 Good Looks 5 Less Maintenance 10 Availability of workshops/mechanics 10 Good Resale Value 5 Turning Radius 0 Size of Tractor 5 50 50 45 40 35 30 25 20 15 10 5 0 10 5 0 5 10 No. Type of Work No.Q4. What do you expect from a Tractor? Please allocate 100 points among the options.

5 points each are given to ground clearance. In which season son do you prefer to buy a tractor? Season %age of Respondents Spring 65% Summer 15% Autumn 5% Rainy 10% Winter 5% %age of Respondents 70% 60% 50% 40% 30% %age of Respondents 20% 10% 0% Spring Summer Autumn Rainy 23 Winter . Maintenance. 10 points each are given to Less Maintenance and Availability of workshops /mechanics and road speed. The above question is asked to the respondents with the objective to know the expectation of the customer. and After Sale Services etc. Fuel Efficiency.e. good looks. From the above graph it is clear that majority of the respondents have h given 50 points to Fuel Efficiency. Q5.Interpretation: There are many factors on which the success of tractor depends i. good resale value and size of tractor.

10% in rainy season and remaining 5% each in autumn and winter season sea respectively. Which financial sector influences you most while buying a tractor? (Rank the order). Q6. Particulars Ranking Loan Facility 1 Price 2 Discounts 3 Buy Back Scheme 4 Personal Selling 5 Ranking 6 5 4 3 Ranking 2 1 0 Loan Facility Price Discounts 24 Buy Back Scheme Personal Selling . From the above graph it is clear that majority (65%) of the respondents would like to buy a tractor in spring season. 15% respondents would like to buy tractor in summer.Interpretation: As the spring season is the season of farmers in India so most of the respondents would like to buy a tractor in Spring Season.

Factors Brand Name After Sale Services Availability of spare parts Kind of work to be taken from the tractor Coverage area Fuel Efficiency Warranty Scale 9 8 8 9 8 9 8 Scale 9 8. So majority of the respondents have given first rank to Loan Facility. From the above data it is clear that majority of the respondents have given 9 point scale each to Brand name. Faci second to Price. 25 .6 7.4 8. availably of spare parts. To what extent does these factors affect to the choice of a tractor? (Rate on 1-10 scale). kind of work and Fuel Efficiency. fourth to Buy Back Scheme and fifth to Personal Selling.Interpretation: With the majority of our ur country’s population engaged in farming and agriculture. our Farm Equipment Loans help rural India surge ahead in a big way.. coverage area and warranty of the tractor.8 7. third to Discounts. availability of spare parts etc.6 8. after sale services.2 8 7.4 Scale Interpretation: There are many factors which affects the buying behavior of the customers like brand name. Selling Q7.8 8. 8 points each are given to after sale services.

26 .Q8. How much do these sources influence the purchase of a particular brand of tractor? Source Strongly Disagree Neutral Agree Disagree Strongly Agree Relatives 10 10 40 20 20 Neighbors /Villagers 5 10 15 65 5 Mechanics 0 0 5 20 75 part 0 5 10 15 70 0 10 10 80 Spare shops Old Customers 0 90 80 70 60 Relatives 50 Neighbors /Villagers 40 Mechanics 30 Spare part shops 20 Old Customers 10 0 Strongly Disagree Neutral Disagree Agree Strongly Agree Interpretation: From the above graph it is clear that majority of the respondents are influenced by mechanics spare parts shops and old customers during purchase of a particular brand of tractor.

Q9. What are the problems faced by you yo in your tractor? (Rate on 1-10 10 scale) Problems Faced Rating Oil Leakage 3 Differential Noise 3 Non Availability of spare parts 3 Slow Speed 3 Not Good for Trolley 3 Clutch Plate Problem 4 Gear Box Noise 4 Less Backup Torque 4 Heating of engine 4 Not Fuel Efficient 5 Frequent maintenance required 5 Heavy drop in RPM 5 Front Lifting 7 Rating 8 7 6 5 4 3 2 1 0 Rating 27 .

Differential Noise. 28 . 10% says neutral and 5% are not satisfied with their present tractor. 10. 10% feels highly satisfied. Slow Speed etc.Interpretation: From the above graph it is clear that majority of the respondents have rated Front Lifting as the major problem which is faced by the customers followed by other problems like Oil Leakage. Non Availability of spare parts. What satisfaction level you have from your tractor? Highly Not Not Satisfied Neutral Satisfied Highly Satisfied Satis 10% 75% 10% Satisfied 0% 5% Highly Satisfied Satisfied Neutral Series1 Not Satisfied Highly Not Satisfied 0% 20% 40% 60% 80% Interpretation: From the above graph it is clear that majority (75%) of the respondents are satisfied with their tractor.

How do you describe your tractor on following attributes? High Quality 3 Expensive 5 A Brand I trust 1 Well Built 2 Good Value for money 4 6 5 4 3 Series1 2 1 0 High Quality Expensive A Brand I trust Well Built Good Value for money Interpretation: From the above graph is clear that majority of the respondents are brand loyal so majority majo of the respondents said that Sonalika is brand that they can trust. Second rank goes to well built. fourth to good value for money and fifth rank goes to expensive.Q11. third to quality. 29 .

30 . What are the new features you expect from tractor manufacturers? High Fuel Efficiency 60% Heavy Front Alignment 15% Break System 10% Gear Shifting 10% Others 5% Others Gear Shifting Break System Series1 Heavy Front Alignment High Fuel Efficiency 0% 10% 20% 30% 40% 50% 60% 70% Interpretation: From the above graph it is clear that majority (60%) of the respondents want high fuel efficiency. 15% want heavy front alignment. other 10% respondents want soft gear shifting and remaining 5% respondents want other new features in their tractor.12. 10% want change in break system.

of Respondents Newspaper /journals 50 Through Reference 10 Wall Paintings 15 Hoardings 10 Exhibition /Trade Shows 0 Through Supplier Visit 15 Radio FM 20 Others 10 31 . of Respondents No No. of Respondents Yes 0 50 100 150 (b) Sources of advertisement Sources of advertisement No.Q13. of Respondents Yes 120 No 80 No. Have you seen tractor advertisements? (a) Response Response No.

32 . references and remaining 5 respondents through other sources. of Respondents 8% Newspaper /journals Through Reference 15% 38% Wall Paintings Hoardings Exhibition /Trade Shows 12% Through Supplier Visit Radio FM 0% 8% 11% Others 8% Interpretation: From the above data it is clear that out of 100 respondents 60 respondents have seen tractor advertisements. 23 respondents have seen advertisement of tractor in newspapers and journals.No. 5 respondents have come to know about tractor Ad through hoardings. 8 respondents have tractor ad in wall paintings and other 7 respondents have come to know about tractor advertisement through supplier visit. 19 respondents have heard the advertisement of tractor in Radio FM.

What is your favorite newspaper or magazine? Punjab Kesari 20% Dainik Bhaskar 10% Ajit 40% Jagbani 20% Dainik Jagran 10% Chart Title 10% 20% Punjab Kesari Dainik Bhaskar 20% 10% Ajit Jagbani Dainik Jagran 40% Interpretation: As we know that tractors are mostly used in villages and farmers are in the villages of Punjab are familiar to Punjabi as compare to Hindi languages. Dainik Bhaskar and Dainik Jagran.Q14. 33 . Punjab Kesari. So the majority of the respondents said that Ajit is their favorite newspaper followed by Jagbani.

availably of spare parts. With the majority of our country’s population engaged in farming and agriculture. From the study it is clear that majority of the respondents have given 50 points to Fuel Efficiency. kind of work and Fuel Efficiency. 15% respondents would like to buy tractor in summer. third to Discounts. after sale services. Maintenance. 34 .CHAPTER 8 FINDINGS OF THE STUDY From the above study it is clear that majority (80%) of the respondents use tractors for the agriculture purpose and remaining 20% respondents use the tractors for haulage purpose. and After Sale Services etc. good resale value and size of tractor.e. From the above data it is clear that majority of the respondents have given 9 point scale each to Brand name. From the above study it is clear that majority (65%) of the respondents would like to buy a tractor in spring season. From the above research it is clear that majority of the respondents are influenced by mechanics. 10 points each are given to Less Maintenance and Availability of workshops /mechanics and road speed. As the spring season is the season of farmers in India so most of the respondents would like to buy a tractor in Spring Season. So majority of the respondents have given first rank to Loan Facility. our Farm Equipment Loans help rural India surge ahead in a big way. 10% in rainy season and remaining 5% each in autumn and winter season respectively. There are many factors on which the success of tractor depends i. fourth to Buy Back Scheme and fifth to Personal Selling. 8 points each are given to after sale services. There are many factors which affects the buying behavior of the customers like brand name. spare parts shops and old customers during purchase of a particular brand of tractor. coverage area and warranty of the tractor. second to Price. 5 points each are given to ground clearance. good looks. Fuel Efficiency. availability of spare parts etc.

As we know that tractors are mostly used in villages and farmers are in the villages of Punjab are familiar to Punjabi as compare to Hindi languages. Non Availability of spare parts. From the above study it is clear that out of 100 respondents 60 respondents have seen Tractors advertisements.e. Dainik Bhaskar and Dainik Jagran. 10% want change in break system.Majority of the respondents have rated Front Lifting as the major problem which is faced by the customers followed by other problems like Oil Leakage. Slow Speed etc. Second rank goes to well built. 15% want heavy front alignment. Differential Noise. fourth to good value for money and fifth rank goes to expensive. 35 . So tractor should put more emphasis on TV advertisements. third to quality. Most of the respondents are satisfied with their tractor i. 10% says neutral and 5% are not satisfied with their present tractor. 75%. Punjab Kesari. 10% feels highly satisfied. other 10% respondents want soft gear shifting and remaining 5% respondents want other new features in their tractor. From the above study is clear that majority of the respondents are brand loyal so majority of the respondents said that Sonalika is brand that they can trust. So the majority of the respondents said that Ajit is their favourite newspaper followed by Jagbani. It is also revealed from the study that majority (60%) of the respondents want high fuel efficiency.

the company should increase its warranty period from one year to two years at least. Higher official of the company must also visit the different outlets at least once a month to get the feedback about the company’s salesman and supervisor.P. because at times supervisor can be biased. It should make every possible effort to improve its sales in other states also like Andhra Pradesh. By increasing the advertisement expenditure company can create more awareness among the people. 36 . Organization of full service camps and demos will be more effective other media's. Training should be given to the salesmen on how to make more sales through building better relationships and handling promotion material efficiently. and Himachal. U. Keeping in view the increasing competition. This can be achieved by: • Conducting demonstration by organizing exhibition of the different models of the tractors.V I Dealers recommend the company to use following source of ads..CHAPTER 9 C SUGGESTIONS H A P T E R . Gujarat. J & K. Provide more benefits to dealers in comparison to its competitors. Sales executives of the company should try to solve the grievances of dealers as early as possible which will reduce the risk that dealers will shift to other brands.. etc. ITL's tractors are generally used in Punjab only and to little extent in Haryana. Madhya Pradesh. Participation in rural prestigious & famous fairs & melas would be the best media to convey messages.. This would attract more customers. There is less emphasis on advertisement of Tractors. Rajasthan. Direct contact program will yield more promising results the co should make these as regular feature. • Giving dealer high Incentive. particularly in these States.

Though every care has been taken to eliminate such biases. more popular. Maize reaper and three wheeler etc. the study may have the following limitations: It was very difficult for me to get fulfill the forms because of respondent’s busy schedule and not providing me sufficient time to fill the form seriously. CHAPTER 10 LIMITATIONS OF THE STUDY Although I have done sincere efforts to collect authentic and relevant information. 37 . Scope of study is limited to Jalandhar only because of limited time and money. the company needs to develop new promotional strategies.In order to make branches like Combines. So results of study may not be generalized. but considering the human factor the possibility of small bias having come up cannot be ruled out altogether. Thrashers. This study is based on the assumption that responses are true and factual although at times that may not be the case.

From the above study it is clear that majority (65%) of the respondents would like to buy a tractor in spring season. In the rural areas. • The banks are also providing attractive loan schemes to motivate the farmers to buy tractors 38 . to enhance their sales. Tractor Industry is in the growth stage and new policies are to be made to develop the growth. Some dealers of the company are improving the image and position of their respective companies. As the spring season is the season of farmers in India so most of the respondents would like to buy a tractor in Spring Season.CHAPTER 11 CONCLUSION The Rs 7. 15% respondents would like to buy tractor in summer. tractors are used not just for farm operations.000-crore Indian tractor industry has been growing sluggishly at two per cent per annum for some years now. 10% in rainy season and remaining 5% each in autumn and winter season respectively. Since the district has been developing in the literacy rate. but also as a means of transport for both men and materials. All the dealers are using latest advertising skills like Demo in Fairs. giving ads on cable network etc. and the trend is likely to continue this year. Industry sources attribute this to several factors. By doing the survey of 100 respondents I have concluded that: From the above study it is clear that majority (80%) of the respondents use tractors for the agriculture purpose and remaining 20% respondents use the tractors for haulage purpose. But the most important is the general slowdown of the rural economy.

of the tractor engines. for the small scale sector. of this type would be desirable. If. which form one of the most important agriculture equipments. matched to the tractors are used 20% to 30% improvement. inclusive of exports. quickly. Studies covering suitability and optimum utilization or of tractors. It is suggested that assistance from organizations like ARAI. of tractor implements. to get the desired results. tractor models Improvement in quality of tractor implements: All the benefits that one can expect. different soils or different crops should be sponsored such studies could be the base for incentives for encouraging. Ricardo GK and AVL Austria. 39 . which. India is the world’s second largest maker of tractors.000 units. in performance efficiency and proportional fuel economy can be achieved Production. is reserved by the Govt. There is a need of some improvement in fuel efficiency: Improving fuel efficiency. Tractor manufacture is now firmly established in India and is highly competitive with rapid advances being made in technical design and quality with increasing attention to export markets.• Sale of tractor has increased in each year. This is in comparison to 191. for different sizes of land holdings. of different HPs. is a matter of national importance. properly designed implements. can be nullified if matching implements are not used with the tractor. This shows the company is doing well in market and giving tough competition to its competitors However. which conduct research. The New Industrial Policy has de-licensed the manufacture of tractors in India and since 1970 the production of tractors has been witnessing steady growth. from a fuel efficient engine. which is not readily available with the industry. technoeconomically efficient.000 units in the previous year. as any saving effected in fuel consumption would reduce the drain on foreign exchange and therefore should receive utmost priority from all concerned Reducing the specific fuel consumption is an expensive and time consuming Exercise and requires a specialized expertise and knowledge. The growth in the sales of tractor touched an all time high in the last five years to about 30% in 2004-05 at 249.

should design implements properly matched to their tractors and. To achieve this. should be provided. introducing them in the markets. Suitable incentives. that each tractor manufacturer. need up gradation.in many cases. of new tractor model. available to the implement manufacturers and adopt a system. in respect of design and materials used. it is suggested. for indigenous development. of standardized quality and make the knowhow for the same. steps required for developing original design of tractors and. to ensure production of desired quality implements Incentives for innovation: Because of. of quality audit and monitoring. 40 . the expensive and time consuming. entrepreneurs choose the easier option of importing the designs.

com%2Fpapers%2Fvol1issue1%2FCONSUMER-BEHAVIORIN-RURALMARKETING. Jalandhar. Punjab.org/GJMBR_Volume11/10-A-Comparison-Of-Rural-And-UrbanBuying-Of-Consumer-Durables. Ludhiana) http://www. New Delhi.pdf 2.aspx?target=ijor:aet&volume=23&issue=1and2&article=001 5.co. India http://www. By:SINGH G (Asian Inst.&source=web&cd=1&ved=0CB0QFj 41 .indianjournals.+There+has+been+increase+in+the+use+of+farm+ machinery+in+Indian+Agriculture+as+it+contributed+to+the+increase+in+output+due+to+timeliness +of+operations+and+increasing+precision+in+input+application. SRIVASTAVA SATYA PRAKASH & KUMAR MANISH http://www. ARORA PANKAJ http://www. Consumer behavior in rural marketing-a new paradigm BY: DR. Ministry Of Agriculture. Scope.pdf 3. Global journal of management and business research Volume 11.CHAPTER 12 CREFERENCES H A P T E R .+&source=web&cd=1&ved=0CB0QFjAA&url=htt p%3A%2F%2Fajtmr.V I I 1. Punjab Agricultural University.brandchannel.google. issue 5 on April 2011 By SINGH JAGWINDER (national institute of technology. Progress and Constraints of Farm Mechanization in India BY:JOGINDER SINGH (Professor-cum-Head.com/images/papers/522_2011-03_India_Rural_Marketing. Technology Bangkok. India) http://globaljournals. Thailand) & DOHAREY R S (Joint Commissioner) (machinery).in/url?sa=t&rct=j&q=Consumer+behavior+in+the+rural+market+is+even+mor e+perplexing+because+of+a+singular++lack+of+consistency+in+groups+which+are+homogeneous+i n+parameters+of+demographics++Age%2C+occupation%2C+education+and+income. Department of Economics.com/ijor.google. India innovation in rural market BY PROF.in/url?sa=t&rct=j&q=In+the+context+of+increasing+commercialization+of+ag riculture%2C+mechanization+is+very+important.pdf&ei=Td3JTtC0OYmzrAe1w4XmDQ&usg=AFQjCNEzEwG9ZBJTogmK7PDNdkvcs2L-4g 4.co.

6. G. prentice hall 4. Agricultural Mechanization and Agro-Processing after independence.%2520PDF%2F0502403. Saini.com) 42 . An analytical approach to farm mechanization in India-agricultural machinery development and promotion.asp Government of India. Central Institute of Agricultural Engineering. Singh.exchange4media. D.AA&url=http%3A%2F%2Fagricoop. 2003. Consumer behavior.pdf&ei=8d7JTsbrLIvRrQehq_mWDg&usg=AFQjCNE3d8ijgotl0WA0FQKxaybfcqJ-mQ 6.nic. Gajendra. Bhopal..P Principals of marketing. Schiffman. 1997.13e south Indian context. Survey of Indian Industry.L & L Knauk. Kotler. 1994. 1999.C. Journal of Rural Development Singh. and Bharadwaj. Asian Institute of Technology. 2. Indian Journal of Agricultural Other references 1. International Journal of Gender.com/info/terms.7th ed. Gyanendra. Gyanendra. G. May-August Singh. 5.R. 1998. Business Line.Singh. http://www. 1985.researchandmarkets. K. Technology and Development. Directory of Agricultural Machinery and Manufacturers. the Hindu. Pradeep kashyap & sidharta Raut :"Rural Marketing” 3. Central Institute of Agricultural Engineering. Singh. Singh. Bhopal. Weight matrix of Indian cattle and their draught power.’Big Brands innovate to tap the rural market’ July 03 (2002) (www.in%2FFarm%2520Mech.’Stretegy of Rural Mrketing’. Gyanendra and Nachiket Kotwaliwale. Agricultural Production and processing technology for women in Indian agriculture.

Q2. Road Speed Ground Clearance Backup Torque Fuel Efficiency Good Looks less Maintenance Availability of Good Resale Value Workshops/mechanics 43 . How many tractor companies do you know about? Tafe Farmtrac Mahindra Sonalika Swaraj John Deer Indofarm New Holland Which tractor do you own and what is its HP? ________________________________________________________ Q3. What do you expect from a Tractor? Please allocate 100 points among the options.CHAPTER 13 APPENDIX QUESTIONNAIRE Q1. What work you generally take from a tractor? Haulage Agriculture Q4.

Size of Tractor In which season do you prefer to buy a tractor? Spring summer Autumn Rainy Winter Q6. To what extent does these factors affect to the choice of a tractor? (Rate on 1-10 scale) Brand Name After Sale Services Availability of spare parts Kind of work to be taken from the tractor Coverage area Fuel Efficiency Warranty Q8. Loan Facility Price Discounts Buy Back Scheme Personal Selling Q7.Turning Radius Q5. How much does this source influence the purchase of a particular brand of tractor? Strongly Agree 44 Neutral Disagree Strongly . Which financial sector influences you most while buying a tractor? (Rank the order).

What are the problems faced by you in your tractor? (Rate on 1-10 scale) Oil Leakage Differential Noise Slow Speed Not Good for Trolley Clutch Plate Problem Gear Box Noise Less Backup Torque Heating of engine Not Fuel Efficient Heavy drop in RPM Front Lifting Non Availability of spare parts Frequent maintenance required Q10. What satisfaction level you have from your tractor? Highly Not Satisfied Not Satisfied Neutral Satisfied Highly Satisfied Q11.Agree Disagree Relatives Neighbors /Villagers Mechanics Old Customers Spare part shops Q9. How do you describe your tractor on following attributes? 45 .

Have you seen any tractor advertisements? Yes Q14. :__________________________________________________ 46 .High Quality Expensive A Brand I trust well Built Good Value for money Q12. No What is your favorite newspaper or magazine? Punjab Kesari Dainik Bhaskar Ajit Jagbani Dainik Jagran Q15. Do you want someone from Tractor Company to get in touch with you? Yes No Name : __________________________________________________ Village : __________________________________________________ Phone No : __________________________________________________ Engine No. What are the new features you expect from tractor manufacturers? High Fuel Efficiency Heavy Front Alignment Break System Gear Shifting Others Q13.

Chassis : __________________________________________________ Tractor Model: _________________________________________________ Year & Month of Purchase: ______________________________________ 47 .