Millat Tractors BRM Usama

BUSINESS
RESEARCH MILLAT TRACTORS LIMITED

METHOD
MILLAT TRACTORS LIMITED
Proposal Report
On
“Consumer Behavior Towards
Millat Tractors”
Submitted in
The partial fulfilment of the Degree requirement towards the
Bachelor in Business Administration
Under guidance of:
Submitted By: Submitted To:
Samra Ghafoor (BBHM-F17-093) Dr. Nadia
Safia Sajjad (BBHM-S18-029)
Muhammad Naveed Ahmed (BBHM-F17-064)
Umer Jamshaid (BBHM-S18-016)
Usama Zia (BBHM-S18-049)
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Table of Contents
1.0 Executive Summary ..................................................................................................................................... 5

2.0 Title of the study ......................................................................................................................................... 6
2.1 Problem Statement ..................................................................................................................................... 6
2.2 Purpose of the study ................................................................................................................................... 6
2.3 Objectives of the study ............................................................................................................................... 6
2.4 Research Methodology ............................................................................................................................... 7
2.5 Research Design .......................................................................................................................................... 7
2.6 Research Process......................................................................................................................................... 7
2.7 Type of Research ......................................................................................................................................... 8
2.7.1 Descriptive Research ........................................................................................................................ 8
2.8 Nature of Research ..................................................................................................................................... 8
2.9 Type of Questions ....................................................................................................................................... 8
2.10 Type of Questionnaire............................................................................................................................... 8
2.11 Sources of Data ......................................................................................................................................... 8
2.11.1 Primary Data .................................................................................................................................. 8
2.11.2 Secondary Data .............................................................................................................................. 8
2.12 Sampling Plan ............................................................................................................................................ 9
2.12.1 Sampling Method ........................................................................................................................... 9
2.12.2 Sample Size .................................................................................................................................... 9
2.12.3 Sample Population ......................................................................................................................... 9
2.12.4 Research Area ................................................................................................................................ 9
3.0 Limitations of the Study .............................................................................................................................. 9
3.1 Introduction .............................................................................................................................................. 10
3.1 Uses of Tractors .................................................................................................................................... 10
4.0 Role of Tractors in Pakistan Agriculture .................................................................................................... 11
5.0 Company Background ............................................................................................................................... 12
5.1 Mission ................................................................................................................................................. 12
5.2 Vision ..................................................................................................................................................... 12
5.3 Products ........................................................................................................................................... 13,14
6.0 Organiation Structure ............................................................................................................................... 15
7.0 Company Hierarchy................................................................................................................................... 16
8.0 Supply Chain of MTL.................................................................................................................................. 17
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9.0 Flow of Material at MTL ............................................................................................................................ 18

9.1 Manufacturing/Machining Division………………………………………………………………………………………………… 19
9.2 Engine Assembly Division………………………………………………………………………………………………………………… 19
9.3 Tractor Assembly .................................................................................................................................. 19

9.4 Marketing, Sales and Service Department………………………………………………………………………………..........19
10.0 Survey...................................................................................................................................................... 20
10.1 Interview Questionnaire .................................................................................................................... 21
10.2 Survey Questionnaire .........................................................................................................21,22,23,24
11.0 Findignns & Suggestions ......................................................................................................................... 25
12.0 Conclusion ............................................................................................................................................... 25
13.0 Bibliography ............................................................................................................................................ 26
14.0 Webliography .......................................................................................................................................... 26
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ACKNOWLEDGMENT
In regard of this report first of all we would like to thank almighty Allah whose help made us able to
complete this report.
We extend our heartiest thanks to “Madam Dr. Nadia”, for conducting this Course and making it
interesting and knowledgeable, without his efforts and co-operation the project would not have been
possible. We also thank for his confidence and trust he had in us, importance of which can in no way be
under estimated.
We are equally grateful to Superior University for providing us the opportunities to pursue our endeavor.
We hope readers of this project can complement the depth of the study and efforts put into it.
Last but not least our team efforts, support, cooperation and encouragement showed by each member in the
group with each other.
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EXECUTIVE SUMMARY
Millat Group in Pakistan’s leading engineering concern in automobile sector & has a history spans almost
half a century. Millat Tractors Limited is market prominent industry of agricultural tractors & holds over
60% market shares. We carried our work according to given schedule. The activities assigned to us were
very precise and intellectually challenging. The activities include are: complete visit of firm to know about
the market policy of MTL, the current demand of tractors, after sales services provide to the customers, visit
market department to know about the consumer behavior of the product.
Consumers of today have varying needs and unlimited wants. As a result, the consumer value and
satisfaction have become the focus of every marketer. Consumer behavior is the study of how and why
consumer behave in a particular way. Another important feature of today’s consumer is the want for a
multipurpose product at a reasonable price.
Our activity also include to keep an eye on how QA department is working and how this make it possible the
best quality product. We also conducted survey from the users about Millat Tractors, we found that
customer’s perception is good. Currently, high prices are the major factor for decrease in tractors demand.
As Pakistan is an agricultural country, so Govt. should implement such policies in agriculture sector that
favors farmers. Govt. should right off the taxes on agricultural products on immediate basis in order to
provide support to this falling sector.
From the information collected, various aspects were identified where the company needs to focus more to
improve the efficiency of marketing team Millat Tractors Limited. The need was identified in the form of
findings and suitable proposals were put forth. In the form of suggestions.
Due to limited resources and time constraints, the study was conducted within the area of Lahore (Punjab)
city.
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TITLE OF THE STUDY
A STUDY ON CONSUMER BEHAVIOR TOWADRDS MILLAT TRACTORS.
PROBLEM STATEMENT
We are exploring, what happened while using digital marketing or online purchasing on customer purchase
intention? Customer Satisfaction towards Millat Tractors Limited.
PURPOSE OF THE STUDY
The purpose of this is to understand the consumer behavior. Customer cards are issued to customers by
several major shops as a marketing strategy to strengthen customer relationship and for that matter the
customer loyal buying behavior. In view of such situation, the researcher wanted to find out which factors
possibly influence the buying behaviors of customers.
OBJECTIVE OF THE STUDY
The study has been under taken to analyze the consumer behavior all variant of MILLAT TRACTORS in
Lahore. The other objectives are:
 To know consumer behavior of purchasing Millat Tractors in the geographic region of Lahore.
 To evaluate consumer satisfaction of the Millat Tractors.
 To know the customer perception about features, low maintenance cost and looks of Messy
Ferguson.
 To know the customer satisfaction after sales services offer by Millat Tractors.
 To find out any more improvements to be done to the present vehicle i.e. Millat Tractors.
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RESEARCH METHODOLOGY
A research process consist of stages or steps that guide the project from its conception through the final
analysis, recommendation and ultimate actions. The research process provides a systematic, planned
approach to the research project are consistent with each other.
To understand the research methodology establishing a framework of evaluation and revaluation of primary
and secondary research. The techniques and concepts used during primary research in order to arrive at
findings; which are also allocated with and lead to a logical deduction towards analysis and result.
RESEARCH DESIGN
I purpose to first conduct an intensive secondary research to understand the full impact and implication of
the industry, to review and analysis the industry norms and reports, on which certain issues shall be selected,
which I feel remain unanswered or liable to change, this shall be further taken up in the next stage of
exploratory research.
This stage will help me to restrict and select only the important question and issue, which inhabit growth and
segmentation in the industry. The various tasks that I have undertaken in the research design process are:
 Defining the information need

 Design the exploratory, descriptive and casual research.
RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis it has a logical and
hierarchical ordering:
 Determination of information research problem.

 Development of appropriate research design.
 Execution of research design
 Communication of result.
TYPE OF RESEARCH
In this project Descriptive Research has been used.
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 Descriptive Research
This is kind of research structure which is concerned with describing the characteristics of the problem. In
this way the main purpose of such a research design is to present a descriptive picture about the marketing
problem on the basis of actual facts. For this it is important to obtain the complete and actual information
about the subject.
NATURE OF RESEARCH
Quantitative type of research has been used.
TYPE OF QUESTIONS
The questions were self-administered, with a view to obtain maximum information from the participant that
is why the question were straightforward.
TYPE OF QUESTIONNAIRE
The entire questionnaire was standardized and formalized.
SOURCES OF DATA
The report is made to find out the consumer behavior towards MILLAT TRACTORS by using two sources
of data collection of marketing research.
 Primary Data:
The data which is collected fresh and for the first time and thus happen to be the original one characteristics
is called as the primary data. In this report we use the primary method of collecting data through
questionnaire method and interview method.
 Secondary Data:
The data which is already collected by someone else and which have been passed through the statistical
process is known as the secondary data. We gathered secondary data for our report from various sources like
internet, magazines, newspaper etc.
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SAMPLING PLAN
This is one of the most important steps of research design procedure. Generally, in most of the marketing
studies on sample or most of the sub group of the total population pertaining to the subject is included on the
place of the universe.
The following things are primarily considered in the sample:-
 Sampling Methods
The sampling method for the survey was random sampling. Random sampling suggest a way of sample
selection where in any item of the population is likely to be selected in a sample as any other item it means
that all the items of the population have equal probability of being selected in the sample.
 Sample Size
The involves figuring out how many samples one needed. The sample size of the population was 100
participants.
 Sample Population
A survey of people who either own or plan to purchase tractor.
 Research Area
The farmer (customer) of Lahore city.
LIMITATIONS OF THE STUDY

 The study has undertaken only 30 days. Only few aspects of consumer behavior could be studied on.
 The study is confined only Lahore region. The sample size chosen for the questionnaire was only
‘100’ & that may not represent the true picture of consumer behavior about the MILLAT
TRACTORS.
 Analysis of data collected from questionnaire was done on the assumption that respondents have
given the correct information.
 Preferences and responses of customers would change over a period of time.
 Recommendations are made within the limited information and experience of the researchers.
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INTRODUCTION
The word tractor was derived from the combining parts of the word tractor and motor and was
first noted in a patent issued in USA in 1890. A self-profiled power and unit used to pull 100 to carry and
operate till age cultivation harvesting, machinery to provide power take of or other, power out let a derive
stationary and down implements, machinery as distinguish from tractor to pro puller steam engine tractors.
Tractors was first used during the 1870’s these tractors ‘called tractors engine were large four wheeled
machine driven by steam. They provided enough power to pall as money as 40 plough they were too
awkward to be practical. The first tractors in the since of powered traction vehicles, grew out of the
stationary and portable steam engine operated on farms in 19th century and used to hour plows by 1890’s.
Uses of Tractors
Following are the uses of tractor:
 In the field of agriculture tractors have an important role to play in rising productivity.
 Tractors used in the field of transportation. It is used for the purpose of transportation of goods from
one place to another. The fertilizers can be carried to the field & produce to the market with the help
of tractors.
 Through the use of tractor from practices were revolutionized & agriculture crops were increased per
hectare. Mechanized farming become possible through the use of tractors.
 In stone crushers before the blasting of rocks drilling machines are used to break the stones.
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ROLE OF TRACTORS IN PAKISTAN AGRICULTUTRE
Pakistan is an agricultural country. The total area of Pakistan is about 79.6 million hectares, out of which
only 22.7 million hectares (28.52%) area is used for agriculture purposes. About 8.27 million hectares area
is idle and un-utilized. Water logging and salinity affect about 0.10 million acres of land in every year.
42.3% of the labor force is engaged in this sector in Pakistan. No. fertilizers units are just 10 in Pakistan.
There is a 20% reduction in productivity due to unnecessary rain and unfavorable climatic situation. Total
agricultural universities and colleges are less than 20 in Pakistan. According to PES 2015-16, Pakistan is
predominantly and arid to semi-arid country with 68 million hectares of land is that where the annual rainfall
is less than 300mm. besides, all these facts agriculture sector is the backbone of our country,
 Pakistan has always been heavily dependent on the agriculture for its economic growth. It follows
that mechanized farming would increase agriculture output in the given the huge trucks of land
which cultivated are would assume that tractors are sold in a big way in our country.
 Pakistani agriculture is as old as civilization itself & its farmer has the benefit of a vast past
experience the yield of crops in Pakistan are very low when we compared to even some south east
Asian countries.
 Agriculture occupies a place of pride. It is the source of livelihood for over 70% of the national
income. Its importance in industrial development in the supply of raw materials to leading industries
like flour, textile, sugar etc, is very high.
 Yield crops in Pakistan very low because mono cropping & repeated use of land without rest in one
problem is the inefficient use of good fertilizers expect domestic fertilizers also primitive &
traditional , besides the wooden plough, hoe, sickle & other old method of practicing agriculture no
any mechanical or other devices are used.
 By mechanization of agriculture, we mean the replacement of animal & human power by machinery
& pouching done by tractors. Sowing & putting of fertilizers by the drill & reaping & thrashing by
the combined harvester and so on.
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COMPANY BACKGROUND
In 8 June1964, Millat Tractors was initially started as Rana Tractors and Equipment Limited to import and
market Massey Ferguson tractors. MTL founded by Sikandar Mustafa Khan. In 1965, facilities were
created in Karachi to assemble tractors from semi knocked-down kits. In 1967, operations were shifted from
Karachi to Lahore. In 1972, under the Zulfiqar Ali Bhutto, the company was nationalized and started
assembling and marketing tractors on behalf of the Pakistan Tractor Corporation (PTC).In 1980, the
Government decided on indigenization of the tractors and entrusted this task to Pakistan Tractor
Corporation. Pakistan Tractor Corporation transferred this role of indigenization in 1981 to Millat Tractors
Limited. In just one year, the company took a giant step towards self-sufficiency by setting up the first
engine assembly plant in Pakistan. In 1984, sophisticated manufacturing facilities for the machining of
intricate components were set up. These were previously not available in Pakistan. In January 1992, the
company was privatized, and Millat Tractors plant started its in-house production. The establishment of this
modern plant not only increased production capacity to 16,000 tractors per year on a single-shift basis.
Currently, critical components like the engine block, sump, transmission case, axle housing, hydraulic lift
cover, front axle support and center housing are all being machined successfully in-house at Millat Tractors
from locally sourced castings. In the 2009-2010 financial year, production shot up to 42,000 tractors, the
highest sales of tractors ever in Pakistan for any company at the time. In 2014, MTL exported only about
100 tractors.
During the fiscal year 2017-18, Millat Tractors Limited produced and sold over 42,500 tractors. MTL had to
its credit the establishment of an unmatched, elaborate and extensive network of dealers, spread throughout
the country. This network comprised seventy-two main dealerships, 60 parts dealers and more than 500
workshops, where MTL trained technicians provided after sales services to its customers.
MISSION:
“To be a preferred choice for customers and suppliers, competing in the domestic and overseas markets by
continuously delivering value on a long term basis through a high performance team driven by innovation
an adherence to Health, Safety and Environmental standards benefiting all stake holders”
VISION:
“Aspired to reach and sustain at ultimate heights of value and excellence in engineering”
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Revenue: ₨. 38.51 billion (US$270 million) -2018

Operating income: ₨. 7.78 billion (US$55 million) - 2018
Net income: ₨. 5.33 billion (US$38 million) - 2018
Total assets: ₨. 16.57 billion (US$120 million) - 2018
Total equity: ₨. 4.16 billion (US$29 million) - 2018
Number of employees: 448
PRODUCTS:
Millat is a global group of companies, recognized for a range of quality products with innovative design
capabilities. Millat Tractors is principally engaged in assembly and manufacture of agriculture tractors,
implements and multi –application products.
Tractors:
 MF-240
 MF-260 (TURBO)
 MF-350
 MF-350+
 MF-375
 MF-385
 MF-385 (4WD)
 MF-455
Agricultural &Industrial Instruments:
 Mould board plough
 Chisel plough
 Disc plough
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 Tine Tiller
 Off set disc harrow
 Rigger
 Maschio Lawn mover
 Post hole digger
 Adjustable Pintle hook
 Jib crane
 Farm Trailer
 Hydraulic tripping trail
 Agriculture loader
 Front blade
 Fork lift trucks
 Prime mover (50hp,75hp)
 Generating sets (15kVA,25kVA,45kVA)
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ORGANIZATION STRUCTURE
GM IT
Board of Directors Farogh Iqbal Ahmed
Sikandar Mustafa Khan (Chairman) GM Technical
Ahsan Imran Shaikh (Chairman Audit Commission) M. Athar Zubair
Sohail Bashir Rana (Senior Executive Director) Head of Internal Audit
Mian Muhammad Saleem (Company Secretary) Shoaib Usman Banday
Latif Khalid Hashmi (Chief Executive) Auditors
Laeeq-ud-Din Ansari A.F Ferguson & Co. (Chartered Accountants
Lahore)
S M Irfan Aqueel
Legal Advisor
GM Marketing
Walker Martineau Saleem (Advocate & Legal
Muhammad Akram
Consultants)
Chief Financial Officer
Registered Address
Javaid Munir (FCA)
8.8-K.M. Sheikhupura Road, Shahdra, Lahore.
GM Production
Plant Site
Ahsan Imran
10-K.M Raiwind Road, Lahore.
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ORGANIZATION HIERARCHY
BOD
BOC for Supervision

Chairman
Chairman
Senior ED Senior ED Executive Dir.
Company Secretary Chairman Audit

CEO
Director Technical
GM Marketing GM (IT) GM Finance

GM Production GM Technical
DGM (QC)
DGM
Manufacturing
DGM (A&P)
DGM Services
DGM (MM)
SM Maintenance
DGM (PD)
HO Internal
SM (PUR) SM (EAP)
Audit
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SUPPLY CHAIN OF MILLAT TRACTORS Ltd
Sales Forecast
Modern Production
Schedule (model
Requirement
Material
SOR booking)
ERP (Enterprise
Dealer
Resource Planning) IFS
Historic
(Industrial Financial
Data
Software)
Supplier Schedule
Suppliers
Manufacturing &
Assembling at
MTL
Dealers
Customers
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Flow of Material at MTL
Manufacturing/Machining Division
The machining division machined parts other than engine parts, which required high quality manufacturing.
During the peak demand of 2011, the production lines were sometimes not available for preventive
maintenance, and therefore, breakdown maintenance could often be seen.
The machining division could not produce more than the 2010 production rate unless further modifications
were carried out. These modifications could remove the bottlenecks and enhance the production capacity by
a maximum of 35 per cent. Other options for increasing the division’s capacity were to either make new
manual machining lines or buy computer numeric controlled (CNC) machines. MTL opted for CNC
machines and installed a new machining line.
The machining division did not have major quality challenges if MTL opted to break out into the
international market. However, improvement in the quality of machining was a long-term need if the
company wanted to compete with international brands.
Engine Assembly Division

Engines for all tractors and for other industrial and agro-machinery of MTL were assembled at the engine
assembly division. These engines were installed in different tractor models, and other products of MTL in
later stages of production at MTL’s plant, such as engine D3.1524 was installed on MF240, MF350 Plus,
50hp prime mover and both 15KVA and 25KVA Genets. According to the scheduled demand, the
assembled engines were sent to the assembly units of the respective products. During the peak production
period of 2011, the engine assembly was working in double shifts (24 hours), seven days a week throughout
the year.
The engine assembly unit had three main sources of parts and components—local vendors, foreign suppliers
and MTL’s own manufacturing/machining division. The unit received 250 parts and components from these
sources. Vendors provided parts and components such as gaskets, water pumps and hardware parts. The
machining/manufacturing division supplied machined components such as lube oil sumps, cylinder blocks
and cylinder heads.
If MTL wanted to export, it had to further improve the quality of the engines to match those of international
competitors. MTL’s engines were cheaper than most international competitors, however, quality and
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reliability were areas that needed to be addressed. For example, according to a senior engineer at MTL, if he
gave 99 out of 100 points to Perkins’ engines on quality and reliability, he would give 90 out of 100 to
MTL’s engines.
Tractor Assembly
The tractor assembly unit had three main sources of supplies—local vendors, MTL’s machining/
manufacturing division and foreign vendors. Local vendors which included Sazgar Engineering, Mian
Tyres, General Tyres, Stahlco, PECS, Loads Limited and MEL, supplied parts and equipment to MTL’s
tractor assembly line. MTL’s machining/manufacturing division supplied machined parts including center
housing transmission base, transmission case and center housing to MTL’s tractor assembly line. Foreign
vendors including AGCO, AHS Turkey and Hana International Dubai supplied steering cylinders, steering
pumps and hydraulic pumps to MTL’s assembly line.
The tractor assembly unit and its suppliers were increasing their capacities to meet the market demand.
Although MTL’s management was comfortable with increasing the yearly production rate, issues like
adherence to quality standards in the tractor assembly line, training and retention of trained manpower and
production bottlenecks were worrying them. Scarcity of skilled manpower for the tractor assembly line was
another challenge for MTL’s management during peak production of 2011.
Initiatives like installation of testing rigs after sub-assemblies for inspection before installation, use of latest
torque control guns and similar projects, which could potentially increase the assembly line’s quality index
from eighty to ninety-five, were taken.
Marketing, Sales and Service Department

The marketing department was the core strength of MTL with three main zones of operations— south,
central and north. These three zones had their own marketing, field and service staff spread out throughout
the country. The marketing department was equipped with agricultural knowledge and technical expertise.
Combination of these two key strengths made them unbeatable and an intimate part of MTL and its
customers.
MTL had to its credit the establishment of an unmatched, elaborate and extensive network of dealers, spread
throughout the country. This network comprised seventy-two main dealerships, sixty parts dealers and more
than 500 workshops, where MTL trained technicians provided after sales services to its customers. These
arrangements also ensured the ready availability of spares at very economical prices throughout the country.
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Employee Questionnaire (Interview Questions)
1. Which department you work in?

2. How do you keep up to date on your target market?
3. Explain something to me.
4. Customer perception about Millat (Massey Ferguson) Tractors.
5. In your last position, how much time did you spend cultivating customer relationships versus hunting
for new clients, and why?
6. What's your approach to handling customer objections?
7. What role does social media play in your selling process?
8. What role does content play in your selling process?
9. What do you think our company/sales organization could do better?
10. How does Company clearly communicates its goals and strategies to me?
11. How does [your company name] bring value to the customer?
12. What's something you've taught yourself lately?
13. What are three important qualifying questions you ask every prospect?
14. How would you approach a short sales cycle differently than a long sales cycle?
15. How any sufficient effort made to get opinion and ideas of employee?
16. When do you stop pursuing a client?
17. How do you keep a smile on your face during a hard day?
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A Survey on Consumer Behavior towards Millat Tractors Limited
Dear Participant,
This survey is aimed at identifying and analyzing, Customer satisfaction towards MTL. What happened
while using “digital marketing or online purchasing on Consumers Purchase Intentions in Pakistan”? The
survey is being conducted for the purpose of fulfilling the partial requirements of BBA study at Superior
University. If you take voluntary part in the survey, it would only require10–15 minutes to fill out the
questionnaire.
All the information provided by you will be kept confidential and anonymous. The overall results of this
study can be shared with you on your request.
Please consider the important points during filling out the survey:
 Participants have been used Online Buying Services.

 Participants should be customer of MTL.
 There is no right or wrong answer in the survey.
 Your participation in the research and your sincere answers for all the questions are important to
make this survey an overall success.
Thank you for your participation.

Name: ___________________________________
Phone no.: ________________________________
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QUESTIONNAIRE
GENERAL INFORMATION
Name of Participant (optional): ……………………………………………..
1. Gender 2. Age 3. Occupational Status
o Male o Under 30 Years

o Farmer
o Female
o 30-39
o Worker
o 40-49
o Daily Wages
o 50-59
o Business
o Above 60 Years
4. Income: …………………………
5. Location …………………………………………………..
6. Have you ever had used online services?
o Yes
o No
7. Have you ever purchased / used Millat Tractors?
o Yes
o No
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1. Do you own a Tractor?

a. Yes
b. No
2. If “yes” which tractor you own?
a. Millat Tractors
b. Ghazi Tractors
c. Ford Tractors
d. Other
3. What do you use for farming?
a. Own Tractor
b. Tractor for rent
c. Traditional method
d. Any other conventional method
4. What are the important attributes you consider while purchasing the tractor?
a. Features
b. Price
c. Looks
d. After sales services
5. Do you know about Millat Tractors?
a. Yes
b. No
6. Are you satisfied with Millat (Massey Ferguson) tractors?
a. Yes
b. No
7. If “yes” which tractor you consider is satisfies to meet?
a. Feature
b. Low Maintenance
c. Looks
d. After sales services
8. Are you satisfy with the fuel consumption of Massey Ferguson?
a. Extremely Satisfied
b. Satisfied
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c. Neutral
d. Dissatisfied
9. Are you satisfied with the design?
b. Satisfied
c. Neutral
d. Dissatisfied
10. Are you satisfied with the safety and comfort of Massey Ferguson?
b. Satisfied
c. Neutral
d. Dissatisfied
11. Are you satisfied with the space available in Massey Ferguson?
b. Satisfied
c. Neutral
d. Dissatisfied
12. Are you satisfied with the Maintenance Cost?
b. Satisfied
c. Neutral
d. Dissatisfied
13. Does the promotion help in better product awareness?
b. Satisfied
c. Neutral
d. Dissatisfied
14. Whether promotional activity is profitable/ beneficial for you?
b. Satisfied
c. Neutral
d. Dissatisfied
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FINDINGS & SUGGESTION

Since there is an increasing demand for Millat Tractors in the market we suggested that,
 Millat Tractors Company has to implement good customer relationship management strategy that
enhances customer satisfaction level.
 The company should promote about the entire feature offered by it.
 Good positioning of Millat Tractors is to be done to the target group to increase sales of volume and
market share.
 We also found that company used less promotional tools to promote its products. We saw less
advertisement of Millat Tractors. In order to promote sales of vehicles of company should undertake
massive advertisement through different Medias. As there is a cut throat competition from the rivals
in the market, advertisement is must.
 The company can for the undertake R&D to improve the existing feature which field help to increase
the customer satisfaction.
 We suggested that Millat Tractors should provide excellent sales service to the customers, which will
add to the company brand image.
 It is found that factors influenced to respondents to prefer Millat tractors are driving comfort, safety,
fuel affiance and mileage.
 The production efficiency could be increased by increasing worker’s efficiency. This can be done by
giving some kind of incentives and promotion to those employees who deserve it most.
 As majority of the customer give opinion that the services and the design of the product of the
company should take not only maintain but also enhance them.
 In order to increase the sales of the volume, company should adopting the latest technology.
 An alternate source is required for casting of lube oil sump due to casting problems.
CONCLUSION
 Millat Tractors has a very good market share in PSX.
 Company provided good facility of employees for his job.
 The company is offering a wide range of agriculture products, which is reflected the satisfaction of
the customer.
 Millat Tractors Limited offers an environment for professional growth for every employee.
 Young leaders can take decision and implementation of new ideas.
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BIBLIOGRAPHY
Marketing Management by Philip Kotler.
Marketing Research by Dilip Sarwate.
Principles of Marketing by T.N Chaanbra.
“Company Profile of Millat Tractors” on Forbes.com business website Published 18 July 2018, Retrieved 6
May 2019
”Company Profile of Millat Tractors” on Financial Times (UK business newspaper website) Published 2
May
2019, Retrieved 6 May 2019
http://www.millatgroup.net/? Paged=872
https://aurora.dawn.com/news/1143184
https://tribune.com.pk/story/1736080 /2-millat-tractors-sets-new-productionsales-record/
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WEBLIOGRAPHY
www.google scholar.com
www.millat tractors.com.pk
www.wikipedia.com
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Millat Tractors BRM Usama

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Millat Tractors BRM Usama

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BUSINESS

RESEARCH MILLAT TRACTORS LIMITED

“Consumer Behavior Towards

The partial fulfilment of the Degree requirement towards the

Bachelor in Business Administration

Under guidance of:

Submitted By: Submitted To:

Samra Ghafoor (BBHM-F17-093) Dr. Nadia

Safia Sajjad (BBHM-S18-029)

Muhammad Naveed Ahmed (BBHM-F17-064)

Umer Jamshaid (BBHM-S18-016)

Usama Zia (BBHM-S18-049)

1.0 Executive Summary ..................................................................................................................................... 5

9.0 Flow of Material at MTL ............................................................................................................................ 18

9.2 Engine Assembly Division………………………………………………………………………………………………………………… 19

9.3 Tractor Assembly .................................................................................................................................. 19

TITLE OF THE STUDY

A STUDY ON CONSUMER BEHAVIOR TOWADRDS MILLAT TRACTORS.

PURPOSE OF THE STUDY

OBJECTIVE OF THE STUDY

 Defining the information need

 Determination of information research problem.

In this project Descriptive Research has been used.

Quantitative type of research has been used.

The entire questionnaire was standardized and formalized.

The following things are primarily considered in the sample:-

A survey of people who either own or plan to purchase tractor.

The farmer (customer) of Lahore city.

LIMITATIONS OF THE STUDY

ROLE OF TRACTORS IN PAKISTAN AGRICULTUTRE

Revenue: ₨. 38.51 billion (US$270 million) -2018

Agricultural &Industrial Instruments:

 Mould board plough

 Off set disc harrow

 Maschio Lawn mover

 Post hole digger

 Adjustable Pintle hook

 Hydraulic tripping trail

 Fork lift trucks

 Prime mover (50hp,75hp)

 Generating sets (15kVA,25kVA,45kVA)

BOC for Supervision

Senior ED Senior ED Executive Dir.

Company Secretary Chairman Audit

GM Marketing GM (IT) GM Finance

SUPPLY CHAIN OF MILLAT TRACTORS Ltd

Flow of Material at MTL

Engine Assembly Division

Marketing, Sales and Service Department

Employee Questionnaire (Interview Questions)

1. Which department you work in?

A Survey on Consumer Behavior towards Millat Tractors Limited

 Participants have been used Online Buying Services.

Thank you for your participation.

Name of Participant (optional): ……………………………………………..

1. Gender 2. Age 3. Occupational Status

o Male o Under 30 Years

7. Have you ever purchased / used Millat Tractors?

1. Do you own a Tractor?

FINDINGS & SUGGESTION

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