A Study On Consumer Attitude Towards John Deere Tractor: A Case Study of BALAJI TRACTORS HAVERI

“A Study on consumer attitude towards John Deere Tractor: A case study of
BALAJI TRACTORS HAVERI”
“A SATISFIED CUSTOMER IS A SALES MAN FOREVER”
CHAPTER – 1
INTRODUCTION
GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 1

1.1 General Introduction

In modern marketing, the consumer satisfaction is essential in a business concern.
All elements of business should be geared towards the satisfaction of consumers. In
modern marketing, it begins with the satisfaction of consumers, not with production
cost, sales, technological landmarks and ends with customer selection or choice and
social well being. Under the modern marketing economy buyer or customer is the
Boss. So it is very essential to understanding of consumer attitude and buying
motivations. Marketers will fail to segment markets effectively and design strategies
for an effective penetration into the market segments.
1.2 Specific Introduction

Higher productivity and greater output are the two major contributions in farm
mechanization. Tractors form an integral part of farm mechanization and have a
crucial role to play in increasing agricultural productivity. Tractor is a highly versatile
piece of machinery having a multitude of uses, used in agriculture both for land
reclamation and for carrying out various crop cultivation and also employed for
carrying out various operations connected with raising the crops by attaching suitable
implements and to provide the necessary energy for performing various crop
production operations involved in the production of agricultural crops. Tractors are
capital intensive, labor displaying used as a mode of transport, in electricity
generation, in construction industry and for haulage operation. It has now become an
integral part of farm structure .The application of tractor for agricultural activities
which swept India during the last twenty years have erased the problem of farmers.
Farm mechanization program in India aims to integrate the use of available human
and animal farm power with mechanical sources of power for increasing the
productivity.
Indian tractor industry, comparatively young by world standards have

expanded at a spectacular pace during last four decades. Consequently it now
occupies a place of pride in India's automobile industry. U.S.A., U.S.S.R. and only a
few Western European countries exceed the current production of tractors in India,
but in terms of growth India's growth are unmatched even with countries of long
history of tractor manufacturing. The spectacular achievement reflects the maturity

and dynamism of tractor manufacturers and also the policies adopted by the
government to enable it to effectively meet the demand. The tractor industry in India
has made a significant progress in terms of production and capacity as well as
indigenization of technology. It is a typical sector where both imported technology
and indigenous developed technology have developed towards meeting the overall
national requirements. The global spotlight on tractors manufacturers certainly in
terms of volume seems to be swinging away from the USA, UK and Western and
Eastern Europe towards India where growth in the number of producers and the total
volume in recent years have been impressive. In India tractor industry has played a
vital role in the development.
India's gross cropped area is next only to United States of America and Russia
and along with fragmented land holdings has helped India to become the largest
tractor market in the world. But it drops to eight position in terms of total tractor in
use in the country when compared to international figures, only 3% of total tractors
used all over the world . It is to be noted that while the overall automobile industry is
facing recession the tractor industry is growing at 9%.About 20% of world tractor
production is carried out in our country only. The arable land in India is high as 12%
of the total arable land in the world. Tractor market in India is about Rs 6000 crore.
On an average around 400000 tractors are produced and their sale is 260000.Uttar
Pradesh is the largest tractor market in our country. One out of every four tractor is
being purchased here.
What customers are looking for today is for utility, fuel, economy, reliability,
maintenance affordable and available spare parts, looks, status, safety, comfort to
work. It is technically impossible for any single tractor to be best in all the above
parameters. They may lack some of the parameters.
There is no technology in the world today, which can be “all things to all
people”. Based on above aspects, following distinct Niches can be identified, viz.
This situation of today’s tractors markets made me to take this topic to the
consumer attitude towards the John Deere tractors of tough competition.
An attitude explains a person’s relatively consistent evaluations, feelings and
tendencies towards an object or idea. Allport defines an attitude as “A mental or a

natural state of readiness organized through experience, exerting a directive or

dynamic influence upon the individual’s response to all objects and situations with
which it is related”.
Psychologists have defined attitude as “an emotionalized predisposition
(inclination) to respond positively or negatively to an object or a class of object. They
have recognized two major components of attitude viz, cognitive and affective.”
Simply stated, an attitude may be described as a per-disposition of a person to

act or react in a certain manner towards an object or stimulus, say, a person or
product.
The consumer attitude can through their satisfaction know towards the
product. For the purpose of study, the area selected is HAVERI Talluqe one of the
developing district of Karnataka in all respect comprising of more than 9 lakh
populations.
Measurement of customer satisfaction in the HAVERI Taluk with regards to

tractors is not confined just to the specific company and brand level, but it has a wider
and deeper study of these types of vehicles. Thus, this study provides an important
feedback on the performance, quality, service, promotional effectiveness etc. which
will highlight the Strengths, Weaknesses, Opportunities and Threats of each type of
tractors and also the reasons for the frequent shifting of customers to other brand
vehicles.
This project report attempts to analyze the present marketing activities that are
carried out by “BALAJI TRACTORS”, P.B. Road, Haveri. Certain suggestions
have been given by the improvement of the marketing activities of Balaji Tractors.
I hope this study and the suggestions might help in changing or modifying
their marketing strategy.

1.3. Objectives of the Study

The main objectives of this study are as follows:
 To know the extent of satisfaction among the users of JOHN DEEERE
Tractors compared to other users.
 To know the effectiveness of brand loyalty among the consumers.
 To study the buying behavior of the consumers.
 To study consumer attitude towards JOHN DEEERE Tractors.
 To extract the expectation of consumers regarding the improvement in the
tractors.
 To analyze the marketing mix strategy adopted by the dealer in Haveri.
 To make suggestion on the basis of study.
1.4. Need for the study

To collect information regarding target markets and current consumer wants.
To take sound decision on marketing problems regarding John Deere tractors.
1.5. Statement of problem

Nowadays marketing is characterized by cutthroat competition in every field.
There are number of products, each having separate substitutes. A manufacturer has to
clearly identify what exactly the consumer needs and what exactly he makes a
products completely satisfy his needs and then educate the consumer effectively to
create a demand for the product. This is evident from the marketing aimed at
generating customer satisfaction as the key factor to satisfy organizational goals.
Whenever there will be a development over marketing strategy, there must be some
improvement in the performance of the tractor, because it will help to lower level
income as well as middle level income people and create interest to such types of
people.
The statement of problem is “why does customer purchase John Deere tractors
instead of other company tractors?” “Why according to them, John Deere tractors are
better than other company tractors?” and “what factors influenced them purchase
these Tractors?”

1.6 Scope of the study

Haveri is regarded as one among the 7 new districts in Karnataka under the
regime of the former chief minister Mr. J. H. Patel on 15 th August 1977. It is even
considered as a one of the developing district in the state and renowned for the
eminent education in various disciplines. Hence, Haveri talluk has been selected for
this study even through the John Deere are scattered through the country.
Haveri talluk report an image of balanced development. The people of Haveri

talluk have been buying, selling and using Tractors from past several years. Also, a
considerable number of John Deere tractors are being sold every month and they are
also facing a cutthroat competition from other companies in the country.
The scope of the study is confined to the following aspects;

Customer satisfaction:
For every firm, customer satisfaction should be the primary motive and profit-
making should be secondary. Therefore, an attempt is made to know the consumer
satisfaction for various models of John Deere tractors, which is nothing but an
indication of the tractors performance and quality of service that is being provided to
the tractors dealers. There is well-known saying that “A good product will be praised
by four people, but a Faulty product will be degraded by eleven people”. Hence, we
can say that, if a consumer is satisfied with his product, then he will be a salesman
forever, as he will help the firm indirectly in promoting that product.
Sales promotion mix:

This attempt is made to affect the knowledge, attitude, performance and behavior
of the buyers. Therefore, this survey is an attempt to analyses the effectiveness of the
advertisements of John Deere tractors, the brand awareness as well as the techniques
that are used.

1.7 Limitations of the study

Even though a complete effort is being made in gathering the information, the
study is subject to certain limitations. They are,
 The major limitation is the time factor. Due to the time constraint, this study is
confined only to Haveri taluk even though the users and sellers of John Deere
tractors are scattered all over the country.
 As the time was the major constraints only 50 respondents were considered for
interview.
 The John Deere tractors sales are mostly confined to Southern part of India. The
reasons for its inability to improve its market in other regions are not being south.
 During interview, the respondents are chosen randomly irrespective of their
demographic, geographic and social conditions.
 The company’s internal problem relating to its activity are not disclosed or not
known.
 Depth interview is not made and only relevant question were asked in the
questionnaire.
 The study is restricted only to the users of the John Deere tractors.
1.8 Research Methodology

In general terms, methodology refers to the means and conventions used to
work out the problems. The methodology adopted by the each research hugely
depends upon the subjects, problem he wants to solve, the extent of information and
the kind the information. The methodology is differing from project to project.
Among the various methods of gathering information in a systematic manner, the
questionnaire method is one of the best ways. For the purpose of this study, both
primary and secondary data have been collected. Here, in this study, primary data are
collected by way of personal interview with a structured questionnaire.
Due to the time constraint, only 50 respondents are interviewed by random

selection. Even the company personnel and the dealers of John Deere provided
primary data. The secondary data are collected from various magazine, company
catalogues, charts, articles etc.

SELECTION OF RESPONDENTS
The respondents are selected in the following manner-
Farmers:
The farmer’s users have been selected by visiting the villages in Haveri Taluk to
get the information.
NAME OF VILLAGES No’s of Farmers Total Number Of

Farmers
10 10
DEVI HOSUR
10 10
KARJAGI
10 10
IJARI LAKMAPUR
10 10
KALLAPUR
10 10
KERIMATTIHALLI
50 50
Total
Contractors:
Contractors are being interviewed at their residence and work place to gather the
information.

1.9 CHAPTER SCHEME
The whole study has been divided into six chapters

CHAPTER -1
"Introduction" chapter deles with origin of Tractors. It also covers design of
the study containing objectives, statement of the problem, needs for the study,
benefits of the study and the limitations.
CHAPTER -2
This contains the insight of Tractor Industry growth and its present trend and
company profile of "John Deere Group" and "John Deere Tractor company Ltd”
contains the information relation relating to its origin and growth.
CHAPTER-3
"Product Profile" contains the details relating to the evaluation, features and
Technical specification of John Deere Tractors, which is the leading Tractors in
Haveri district and “Marketing Strategy" the researcher intend to deal with the
marketing mix, steps to involving in marketing and marketing plan, and planning
process.
CHAPTER-4
"Analysis and Interpretation" chapter contains the analysis of the data collected during
survey and the interpretation.
CHAPTER-5
This chapter contains the survey findings, suggestions and conclusion.

CHAPTER – 2
CONCEPTUAL FRAMEWORK

2.1 PRODUCT PROFILE

Product is the starting point of all marketing activities and it is the first and
basic statement of marketing mix, therefore product can be regarded as anything
offered by a firm to the market unless the policies regarding the product are
determined not much can happen in marketing it has to be kept in mind that a product
is a combination of attributers may be in terms of color material design features
performance ability of utility value, functions and qualities the tractor industry have
launched new product keeping in mind their attributers.
Indian Agricultural market is growing very rapidly with five very passing year
new models are introduced by practically all manufacturers in a bid to induce buyer to
purchase their product the consumer too have become more knowledgeable and
selective. He wants good quality product as he in prying a large sum of money for the
personal transportation.
Special features of John Deere Tractors

 Fuel efficient direct injection engine: The modern, powerful 4-stroke, 3 cylinder
direct injection engine in John Deere tractor is the most fuel efficient in its class.
Every drop of fuel is efficiently burnt and converted into useful power.
 Power Steering : For operator comfort- Smooth & Easy turning
 Digital Display : Hour Meter
 Oil immersed disc brakes : The brakes are sealed and oil-immersed for minimum
wear and tear and longer operating life. Braking is sure and safe.
 Speed – 32 Km per hour : Race ahead. Save time. Earn more.
 Mobile Charging Point: No matter where you are, always be in touch.
 Oil Jet for piston cooling: A specially designed piston system in the engine is
provided with an oil jet below the piston. This continuously sprays oil on the
piston and helps dissipate excess heat, optimizing the performance and efficiency
of the engine. The optimum operating temperatures also enhance the life of
critical engine parts and reduce maintenance costs.
 Mechanical Quick Raise and Lower : Easy hitching and usage of implement
through MQRL switches

 Automatic single piece hood opening : The daily inspection & routine
maintenance of your tractor now made easy
 Mobile Charging Point : No matter where you are, always be in touch
 Deluxe Seat with armrest: Attractive and comfortable seat with armrest which
can be adjusted to suit your body weight. A single lever facilitates lateral and
vertical adjustment to suit your comfort
 Electrical Quick Raise and Lower (EQRL): Easy hitching and usage of
implement through EQRL switches
 Multi Function Display
- LCD Panel – Hour Meter, Ground Speed KMPH, Service Reminder, Trip Meter,
Battery Volt Meter
- Clutch over Riding Indicator
- Reverse PTO Indicator
- Mobile Charging Point
 Tilt Steering: For operator comfort. Adjustable up to 25° tilt, with lock latch
 Turbo charged Engine with Rotary pump: John Deere’s New Powerful 3029 H
Turbo charged engine with Rotary Fuel injection pump.
 Car like facility now in your tractor. Rotary pump facilitates switching off the
engine through the ignition key instead of conventional lever pull mechanism
2.2 John Deere sets up new plant in India
US-based farm equipment major, John Deere, announced plans to invest $80
million to set up a second factory in India.
The factory at Dewas in Madhya Pradesh will make small tractors to be sold
locally and overseas, the company said. John Deere has sold equipment in India for
about 60 years and its other tractor factory is in Pune, Maharashtra.
The company also has a joint venture with Indian commercial vehicle maker
Ashok Leyland Limited to make construction equipment at a factory in Chennai.

Chairman and CEO Samuel Allen said in a statement: “John Deere products
have been well accepted by customers in India and our investment in this new factory
is a direct result of that success.”
The new tractor factory in Dewas will eventually employ around 1,000
workers.
Deere had originally announced plans to expand its manufacturing capacity in

India with the construction of a new tractor facility last year and the ground-breaking
ceremony for it took place in India this week. Officials said the new factory will also
increase opportunities for ancillary industries to develop as suppliers.
Deere & Company is a world leader in producing advanced products for

agriculture and has taken the lead in the number of tractors sold over the world.
Recently, Indian automotive giant Mahindra & Mahindra claimed it had overtaken the
company in terms of tractor sales.
John Deere, however, stressed that M&M’s “proclamation” was “based solely
on individual judgment”. The company, which supplies high-margin tractors to the
North American market, said it was the largest manufacturer of agricultural
equipment based on revenues.
2.3 Marketing Strategy

Marketing is a comprehensive term, which includes human activity directed
towards satisfying needs and wants once the needs are identified, the product or
service is produced, stored, promoted, and transported, the terms of exchange
negotiated, price and service assured. All these human activities will constitutes
marketing.
The marketing mix refers to the maximum efforts. The combinations of the
designing and integration of the elements of marketing in to a program of mix which
on the basis of appraisal of the market forces will best achieve the objectives of an
enterprise.

The firm's management determines the effective marketing mix. The

fundamental determinants of a company's success are the calibre of its managements.
Managements may be defined as the process of planning, organizing, directing and
controlling the efforts of a group of people towards a common goal.
2.3 (A) Marketing Mix
It is an important tool used by marketing manager to design the process of
marketing in an organization. It is a plan designed to analysis the marketing problem.
The concept of marketing is useful in designing a market strategy to meet the
uncontrollable or to nullify their efforts.
The marketing deals with the four important elements of marketing

mix .i.e. 4 P’s
i. Product Mix
ii. Price Mix
iii. Place Mix
iv. Promotion Mix
Before dealing with the above concept, it is necessary to deal with the terms like,
Demand and supply, on the market of a product stands.
Demand:
It is one of the most important concepts to be dealt with while marketing any
product. Law of demand "the greater the amount to be sold, the smaller must be the
price at which it is offered in order that it may find purchase".
Supply:
This term determines the rating of a product in market with related demand
therefore it is an important term to be dealt.

2.3 (B) Steps in New product development:

The leading company of manufactures of tractors, the John Deere company's
has introduced new product called The company has adopted the following steps to
develop this new product.
A new product is the combination of a process, a series of steps of beginning

with generation of ideas and proceeding to the commercialization of full scale
marketing of a product. It is the general process that or convinces develops and bring
to the market the new product. There are six steps in this creative process of new
product development.viz,
1. Idea Generation
The first vital step is to generate ideas, for new products are from new ideas,
product idea generation means fusion of perceived need with the recognition of
technical opportunity. However, when a technical opportunity is recognized to satisfy
to this need, a product idea is generated.
2. Screening
Screening is the second stage of product development that eliminates the
greatest number of ideas from further consideration. It is the critical part of
development activity. That is even though the concept may be considered very
marketable, it may be viewed as in appreciate for a firm that is looking specific
resources needed to produce and market it successfully.
3. Business analysis
The third major step in the process of new product development is that of
business analysis. It is a depth study of the estimated economic feasibility of new
ideas. It is attempted to predict the economic consequence of the product for the
company as a whole. It is assessing profitability of new product, idea that helps
management in deciding whether to introduce the new product. continue the
development and the evaluation further or to drop the idea. It is the evaluation the
product idea in depth to determine its financial, competitive manufacturing and
marketing viability in a accepted business environment.

Steps in Business Analysis

The 3 major steps are
A. Demand Analysis
B. Cost Analysis
C. Profitability Analysis
4. Product Development
During the development stage, the product idea is converted into tangible
physical product. This involved design and formulation of the product and
development of a technically, and commercially method of manufacture. Product
development is a scientific and engineering task leading to the design and building of
prototype working model on one and hand functional texting on the other.
5. Test marketing
Test marketing is the stage where the entire product and marketing program is
tried out for the first time in a small number of even chosen an automatic sales
environment. Test marketing is normally the last step in the development process
before a new product is launched either or regional as on national level. Obviously,
test marketing is a means of minimizing risk of national or regional launched.
6. Commercialization
Commercialization is the actual introduction of the product in to the market
price, with all of the related decisions and resource commitments. Commercialization
is to implement the decision taken for earlier stage and committing to the resources to
implement new product strategy. In other words raw materials and components parts
contacts are to be made with the suppliers, channels of distribution are to be selected,
manufacturing facilities, equipment process must be set in operation, sales people to
be hired and trained, advertising program is to be okayed. Thus, It is a commitment
in terms of finance and people.
To achieve success in new product development following are the guidelines:

a. Marketing requirements
Successful innovators pay attentions to the requirements of the market. They
under take extensive and intensive market research.
b. Marketing needs
Successful innovators pay close attentions to all fact and practice of marketing
such as advertising, promotion, and selling, packaging, branding, technical literature
and so on.
c. Top management support
Successful innovators have the whole hearted support of the people at the top
in the corporate hierarchy.
d. Good external communication
Successful innovators have an open mind and good external communication,
That is, keep in good and constant with institutions in science and technology.
e. Diligent development work
Successful innovations tend to perform their development work diligently and
efficiently rather than more quickly.
New products fail in the market because of the following reasons:

1. Lack of production.
2. Poor planning
3. Poor timing
4. Misguided enthusiasm
5. Product deficiencies.
2.3 (C) Product Mix or Strategy

The product is the focus of marketing and it efforts product is the sum total
physical and psychological satisfaction it provides to the buyer.

Variables:
a. Product line and range
Product line is group of closely related products, which above to satisfy a class
of need, to be used together, to be sold to the same consumer group to be moved
through same distribution channels or fall within a given price ranges each firm has its
own product lines.
Product range on the other hand, speaks of depth of specialization in terms of

varieties based on consumer pockets and functional requirements.
b. Product design
The marketing decision starts with designing the product in the way, which is
required by the target consumer. It is an important factor in the sale of many products.
The trend in product appearance is away form ornamentation and learning towards
greater simplicity in form and construction product designed property enhance their
utility attractiveness case of operation, safety and appeal etc… and increased sales
volume etc.
c. Product quality
Establishment and control of quality standard is a basic step in merchandising. These
are established for products either by agreements among producers or by law. There
are based factors is colure texture, finish, appearance, etc.
Quality is an attribute, which is essential for a product to service in the market;
John Deere Tractor companies are committed for the utilization of the best and most
appropriate technologies, applying the finest manufacturing disciplines to consistently
give customers the best value for their money.
2.3(D) Place Mix or Strategy

Place or distribution mix stands for the marketing arrangement for the smooth
flow of goods and services from the produces to consumers. It is concerned with
place, time and possession utilities.

A) Transportation
A selection is to be made of the most efficient, economical, rapid and
dependable mode of the firm's product taking into account rail loads, motor trucks,
inland-water ways and railways and railways express.
It is known fact that transport is creating place utility that widens market
ability for the product of the firm.
B) Ware Housing
Ware Housing has its own place in distribution of goods that crated time
utility by supply and demand, preserving or conditioning the product and obtaining
more favorable demand and market price. Today, storage involves 4 function in
distribution the goods viz, receiving, actually receiving and checking, unloaded
include goods transfer to warehouse, selecting.
C) Inventory Levels
Merchandizing is responsible not only for what to make available but also to
know how much to produce. In determining amount of merchandize, to make for
inventory past and current sales and the anticipated future sales poor the product lines
are to be considered. It is dependent on economic condition.
D) Channel of Distribution
Every manufacture of producer is faced with the problem of developing plans
and policies involving the choice of channels or channel of distribution for his
products. These plants and policies are related with the determine of the number of
middlemen to be used, distribution and dealers to be compiled on one hand franchise
agreement stipulating the obligations of manufactures and intermediaries and the legal
implication involved in their relationship on the other.
John Deere tractor's adopts good distribution policy to reach its Customer. At
the light in the process the product move from manufacturing unit to branch office ,
from branch office to dealers and finally from dealers to the ultimate users, i.e.,
customers.

2.3 (E) Price Strategies or Mix

Price is a marketing tool and in directing the value of a specific Consumer
segment price is value of product expressed in terms of money. It is a powerful
instrument in which both the buyers and sellers are keenly interested.
It is the price of a product or service that ensures a decent return on
investment. A guarantee stable economic structure creates, maintains and extends
market and market share.
A) Price, policies and Strategies

The price, policies and strategies are guidelines and the flames
Within which management administers prices so to match them to market needs.
B) Terms of credit
Credit by expending a market can make new firms of production economy
worthwhile. The modern business is built up and expansion is based on the credit,
credit is the breath of modern marketing efforts on firm can think of surviving without
this credit. It is a means of sales promotion: its significance is in its contribution to
efficient selling.
C) Terms of Delivery
Delivery of the goods to dealers and customers is also of vital importance.
D) Margin
Margin, here refers to the deference between the final prices paid by the
consumer and cost incurred in marketing available to term the product or service. This
includes the margin of dealers and producers.
The price is fixed by the management of John Deere Tractor Company’s the
dealer does not have authority to fix up the price of the product; he has to sell for that
price which is fixed by the management. The dealer only gets the commission on
certain profit from the per agreement.

2.3(F) Promotion Mix or Strategy

Promotion is a form of communication. In marketing, effective
communication is absolutely necessary even though you have a good quality and
branch product best package and also you offer a fair price. People will not buy your
product. If they have never heard of its existence a promotion efforts act a powerful
tool of its entire marketing program.
A) Advertising
Advertising is a popular method of impersonal communication using its wide
verity of media and media vehicles. In planning advertising decisions must be on the
objectives to be achieved the audience to be reached etc.
B) Trade Fair and Exhibitions

An exhibition is the huge congregation of manufactures to dealers under a
single roof displaying demonstrating and selling their product and a trade fair is a
mammoth gathering of prospects arranged by manufacture and the dealers where fun
and frolic and entertainment are prominent.
C) Public Relations
It involves the installation and maintenance of mutual understanding between
a firm and all that are likely to come in contract with it. These sections of society are
customers, shareholders, administration staff and general public; it attempts to portray
the image and personality of organization. It is an impression of developing reciprocal
understanding and good will.

CHAPTER – 3
COMPANY PROFILE

Haveri Branch
Deere & Company
John Deere World Headquarters in Moline, Illinois

Type Public
Traded as NYSE: DE
S&P 500 Component
Industry Heavy equipment
Founded 1837; 182 years ago

Grand Detour, Illinois, U.S.[1]

Founder John Deere
Headquarters Moline, Illinois

,
U.S.
Area served Worldwide
Key people Samuel R. Allen

(CEO and President)
Products Agriculture, construction, forestry, consumer & commercial
equipment, diesel engines, automobiles
Services Financial services
Revenue US$37.357 billion (2018)[2]
Operating income US$4.053 billion (2017)[2]
Net income US$2.159 billion (2017)[2]
Total assets US$65.786 billion (2017)[2]
Total equity US$9.557 billion (2017)[2]
Number of 60,476 (2018)[2]

employees
Website www.deere.com

John Deere Tractor Models

3.1(a) History of Tractors

The first engine-powered farm tractors used steam and were introduced in
1868. These engines were built as small road locomotives and were operated by one
man if the engine weighed less than 5 tons. They were used for general road haulage
and in particular by the timber trade. The most popular steam tractor was the Garrett
4CD.
Gasoline Powered Tractors

According to Vintage Farm Tractors by Ralph W. Sanders (ISBN1-55192-
031-X) "Credit goes to the Charter Gasoline Engine Company of Sterling, Illinois, for
first successfully using gasoline as fuel. Charter's creation of a gasoline fueled engine
in 1887 soon led to early gasoline traction engines before the term "tractor" was
coined by others. Charter adapted its engine to a Rumley steam-traction-engine
chassis, and in 1889 produced six of the machines to become one of the first working
gasoline traction engines."
William Paterson
J.I. Case's first pioneering efforts at producing a gas traction engine date to
1894, or maybe earlier, when William Paterson of Stockton, California, came to
Racine to make an experimental engine for Case. Case ads in the 1940s, harking back
to the firm's history in the gas tractor field, claimed 1892 as the date for Paterson's gas
traction engine: patent dates suggest 1894. The early machine ran, but not well
enough to be produced.
Ford Tractors
Henry Ford produced his first experimental gasoline powered tractor in 1907,
under the direction of chief engineer Joseph Galamb. It was referred to as an
"automobile plow" and the name tractor was not used. After 1910, gasoline powered
tractors were used extensively in farming.

Frick Tractors
The Frick Company was located in Waynesboro, Pennsylvania. George Frick
started his business in 1853 and built steam engines into the 1940's. The Frick
Company was also well known for sawmills and refrigeration units.
Indian Tractor Industry
 The Indian Tractor Industry has developed over the years to become the
largest in the world.
 Starting in 1960′s it had reached just about 50,000 units in the early 1980′s,
but today the size Indian Tractor market has grown to over 600,000 units.
 Increasing Tractors are being used for haulage and non-agricultural
applications as well.
 The opportunities are still huge considering the low farm mechanization levels
in the country, when compared to other developed economies across the
world.
 After a splendid performance during the last two to three years, the Indian
tractor industry is believed to head for a slowdown, which we believe is a
myth.
Tractor Market
 Tractor market has grown at a CAGR of 12.8%, in the last five years
 Sales, steady since FY07, should increase even more (as witnessed in FY12)
due to rising farm income and rural growth.
 Tractor sales have always been better in the second half of the year than the
first half. The exception to this was FY09, when 2HFY09 sales were 8% lower
than in 1HFY09.

3.1(B) Growth of Tractor Industry

Tractor industry plays an important part as agriculture sector has a major
contribution to India’s GDP. Tractors are part of agricultural machinery industry.
Tractors came to India through imports and later on were indigenously manufactured
with the help of foreign collaborations. The manufacturing process started in 1961-62.
Indian tractor industry is relatively young but now has become the largest market
worldwide.
There are currently 14 players in the industry. Mahindra & Mahindra is the
leading player in the industry. Monsoon season is a key driver for sales of tractors. A
series of good or bad monsoon can affect the sales. In recent years the industry has
registered a good growth in sales, both domestic as well as exports. This is also partly
because of the initiative of the government to boost up agriculture and agricultural
machinery industry.
The tractor penetration level in India is very low as compared to the world
standards. Also the penetration levels are also not uniform throughout the country.
While the northern region is now almost saturated in terms of new tractor sales, the
southern region is still under penetrated. The medium horse power category tractors,
31-40 HP, are the most popular in the country and fastest growing segment.
Indian Tractor Industry developed in 1945 to 1960 because of the War surplus
tractors and bulldozers were imported for land reclamation and cultivation in mid
1940's. In 1947 Central and State Tractor Organizations were set up to develop and
promote the supply and use of tractors in agriculture and up to 1960, the demand was
met entirely through imports. In 1951 there were 8,500 tractors in use, 20,000 in 1955
and 37,000 by 1960. Local production began with five manufacturers in 1961
producing a total of 880 units per year. Eicher, Gujarat Tractors, TAFE, Escorts,
M&M are the major tractor manufacturers.

3.1 (C) Major Players in Tractor Industry
In the last few decades would be remembered as a year, where was a major
turning point in the tractor industry. Nowadays it is very necessary because of lack of
labor availability, time saving fast work done by these tractors and heavy growth in
the tractor industry.
Due to this reason, many of competitive brand of tractors existed. They can be
called, as major players in the tractor industry. They included
 John Deere India Private Limited
 Tractors and farm equipment Ltd (TAFE)
 Escorts
 Sonalika
 New Holland
 Balwan tractors (Force Motor Ltd)
 Indofarm Tractors
 Mahindra
3.1 (D) Market segmentation of Tractors

Tractor Market
 Tractor market has grown at a CAGR of 12.8%, in the last five years
 Sales, steady since FY07, should increase even more (as witnessed in FY12)
due to rising farm income and rural growth.
 Tractor sales have always been better in the second half of the year than the
first half. The exception to this was FY09, when 2HFY09 sales were 8% lower
than in 1HFY09.

Outlook for the year FY17-18
 Demand outlook for FY12-14 remains positive. We expect the industry to

grow ~11-12%.
 Farm income growth continues to be strong and acts as a strong catalyst for
demand.
 Tractor financing continues to enjoy priority lending status, thus attracting
lower interest rates and higher participation by banks.
 The greater participation by NBFCs and private banks will further boost sales.
 The meteorological department has predicted a regular monsoon for this year.
Although rainfall does not directly affect tractor sales, availability of water
will definitely lead to higher productivity, which will boost tractor sales.
 Successful implementation of government schemes (NREGA) and higher
minimum support prices will put more money directly in the farmers’ hands,
driving tractor demand.

3.2 COMPANY PROFILE

Background:
Since its founding in 1837, John Deere has seen a great many changes in its
business, its products, and its services. Change always comes with opportunity. And
Deere has always been ready and willing to embrace it. Yet, through it all, John Deere
is still dedicated to those who are linked to the land – farmers and ranchers,
landowners, builders, and loggers. And Deere has never outgrown, nor forgotten, its
founder's original core values. Those values determine the way we work, the quality
we offer, and the unsurpassed treatment you get as a customer, investor, employ our
core values.
3.2 (A) MANAGEMENT PROFILE

Samuel R. Allen : chairman and CEO
Crandall C. Bowles :
Vance D. Coffman :
Charles O. Holliday, Jr. :
Dipak C. Jain :
Clayton M. Jones :
Joachim Milberg :
Richard B. Myers :
Thomas H. Patrick :
Aulana L. Peters :
Sherry M. Smith :

3.2 (B) Mission Statements
Swazi-Trac’s mission is to endure and grow as a profitable and successful

agri-business in Swaziland by providing our customers with reliable and efficient
service, delivered by friendly, professional and committed employees.
Goal
Our goal is to be the best managed agri-business in Swaziland and to be a
"World Class" John Deere Dealer. By accomplishing our goal, we believe that we are
positively contributing to the wealth and success of Swaziland and thereby helping to
make this an attractive country for our families to live and grow in.
CORE VALUES
 We are driven by competition, but will not sacrifice our honesty or integrity
while competing in the marketplace.
 We recognize the importance of our customers; therefore we will treat them
with courtesy, friendliness and fairness at all times.
 We strive to make intelligent commitments to our customers and to deliver on
them with urgency.
 We believe that by respecting our customers and employees we will in turn
gain respect from them.
 We hold employees accountable for their performance. We will not accept
substandard salesmanship or workmanship.
 We encourage every employee to be a team player, to continue to develop
their skills and to grow with the company.
 We will recognize and reward employees who deliver positive results and we
will review every employee’s remuneration annually.
 We expect that a clear solution be a prerequisite to a constructive criticism.
 We will work hard, but we will not forget that life is also fun.
 “I will never put my name on a product that does not have in it the best
that is in me," - John Deere (1804 - 1886)

3.2 (C) Major Milestones

John Deere moments that became milestones
 1901 Deere implements voluntary workers' compensation program. This is ten

years before the first U.S. Workers' Compensation statutes.
 1920 Deere designs and builds its own cloth-screen filtering system to clean
exhaust from plow-grinding operations.
 1947 Corporate industrial safety department established.
 1957 John Deere adopts strict water-effluent standards – nearly as stringent as
those mandated 10 years later by the Illinois Water Board.
 1962 Company allocates $1.3 million (USD) for pollution prevention.
Skimmer ponds constructed to control oil pollution at many factories.
 1967 First corporate environmental policy established.
 1992 Power take-off-alert operator-presence system designed.
 1996 Deere & Company received the Hammer Award from the Environmental
Protection Agency for achieving a 67 percent reduction in the release of
certain toxic chemicals over a five-year period.
 1997 John Deere Cylinder/Seeding Division, Moline, Illinois, won the 11th
Annual Illinois Governor's Pollution Prevention Award.
 2002 Business Ethics magazine named Deere one of its 100 Best Corporate
Citizens for 2002, ranking the company 64th on its annual list, up three places
from its 2001 ranking.
 2004 Rainwater collection and a reuse environmental process at John Deere
Fabriek Horst BV is recognized as an environmental best practice by Industry
Week magazine.
 2005 John Deere Brazil is awarded the "Excellence in Social Management"
prize by Editoria Expressao magazine, recognizing Deere for achieving
excellent social management standards.
 2010 Thirty-two John Deere units surpass 1 million employee work-hours
without a lost-time injury.

 2010 John Deere Cylinder Division hits 15 years – 7,951,752 hours – without
a lost-time injury.
3.2 (D) Brief Profile of John Deere Tractor
Deere & Company (John Deere), incorporated in April 25, 1958, along with its
subsidiaries, operates in three segments: agriculture and turf, construction and forestry
and financial services. The John Deere agriculture and turf segment manufactures and
distributes a line of agricultural and turf equipment and related service parts. John
Deere construction, earthmoving, material handling and forestry equipment includes a
broad range of backhoe loaders, crawler dozers and loaders, four-wheel-drive loaders,
excavators, motor graders, articulated dump trucks, landscape loaders, skid-steer
loaders, log skidders, log feller bunchers, log loaders, log forwarders, log harvesters
and a range of attachments. The financial services segment primarily finances sales
and leases by John Deere dealers of new and used agriculture and turf equipment and
construction and forestry equipment.
 Agriculture and Turf

The agriculture and turf segment primarily manufactures and distributes a line of
agriculture and turf equipment and related service parts, including large, medium and
utility tractors; loaders; combines, corn pickers, cotton and sugarcane harvesters and
related front-end equipment and sugarcane loaders; tillage, seeding and application
equipment, including sprayers, nutrient management and soil preparation machinery;
hay and forage equipment, including self-propelled forage harvesters and attachments,
balers and mowers; turf and utility equipment, including riding lawn equipment and
walk-behind mowers, golf course equipment, utility vehicles, and commercial
mowing equipment, along with a broad line of associated implements; integrated
agricultural management systems technology; precision agricultural irrigation
equipment and supplies; landscape and nursery products; and other outdoor power
products. In addition the segment offers ancillary products and services supporting its
agricultural and turf equipment customers. The segment also provides integrated
agricultural business and equipment management systems.

 Construction and Forestry

John Deere provides the line of forestry machines and attachments available in the
world. The segment’s forestry machines are distributed under the John Deere brand
name and forestry attachments are distributed under the John Deere and Waratah
brand names. In addition to the equipment manufactured by the construction and
forestry segment, John Deere purchases certain products from other manufacturers for
resale. The segment also provides fleet management telematics solutions designed to
improve customer productivity and efficiency through access to fleet location,
utilization and maintenance information. The construction and forestry segment also
has a joint venture in China for the manufacture of hydraulic excavators with Xuzhou
Bohui Science & Technology Development Co. Ltd. (Xuzhou) known as Xuzhou
XCG John Deere Machinery Manufacturing Co., Ltd. (XCGJD). In India, the
construction and forestry segment manufactures construction equipment branded
Leyland Deere through its joint venture with Ashok Leyland Limited, known as
Ashok Leyland John Deere Construction Equipment Company Private Limited
(ALJD).
 Financial Services
The financial services segment provides wholesale financing to dealers of the
foregoing equipment, finances retail revolving charge accounts and operating loans
and offers crop risk mitigation products and extended equipment warranties. The
Company and John Deere Construction & Forestry Company (a wholly-owned
subsidiary of the Company) are referred to as the sales companies. The financial
services segment also finances and services revolving charge accounts, in most cases
acquired
from and offered through merchants in the agriculture and turf and construction
and forestry markets (revolving charge accounts). The financial services operations
offer retail leases to equipment users in the United States.
 The Company competes with AGCO Corporation, CLAAS KGaA mbH, CNH
Global N.V., Kubota Tractor Corporation, The Toro Company, Caterpillar Inc.,

CHAPTER -4
ANALYSIS OF DATA &
INTERPRETATION

Survey Analysis & Interpretation

4.1 Introduction
Consumer survey is necessary in any form of marketing research because
consumer is king in the market and his behavior is change day by day . Selection of
the product by the consumer reflects the fate of the product . The behavior changes
according to their income, age, sex, and, other factors , buyer's always depends on the
quality, price, convenience, performance etc.., of the product. Hence the study of
consumer behavior is necessary to know the opinion of deferent consumer to
implements the most effective marketing policy of firm.
consumer survey comprises of the many methods. Among them
questionnaire method is most commonly use method and most common research
instrument.
A questionnaire is a set of questions with or without space for recording
answers. The questions can secure relevant facts or opinions from the informed and
interested respondents include in the sample survey.
4.2 Demographic Analysis

The demographic factors pertaining to consumers are mainly age, occupation
and income etc..

4.2.1 The classification of respondents on the basis of age groups.

Table No: 4.2.1
Age No. of Users No. of Users in %
18 to 25 7 14
26 to 35 9 18
36 to 45 22 44
46 and Above 12 24
Total 50 100
Source : Field Survey
Graph No: 4.2.1The classification of respondents on the basis of age

groups.
50
45 44
40
35
30
25 24 No. of Users
No. of Users in %
20 18
15 14
10
5
0
18 to 25 26 to 35 36 to 45 46 and Above
Interpretation
The above table exhibits that out of the total 50 respondents, 14% of the
respondents are belongs to the age group between 18 to 25. 18% of the respondents
belongs to the age group of 26 to 35. 44% of the respondents are belongs to the age
group of 36 to 45. remaining 24% of the respondents belongs to the age group of
Above 46 year.
majority of the respondents belongs to the age group of 36 to 45.

4.2.2 The classification of respondents on the basis of Qualification.

Table No: 4.2.2
Qualification No. of Users No. of Users in %
Bellow SSLC 17 34
SSLC 15 30
PUC 10 20
Graduate 3 6
others 5 10
Total 50 100
Graph No: 4.2.2 The
Classification of respondents on the basis of Qualification

No. of Users No. of Users in %
100
50
40 40
20 20
14
6 7
3
Total Bad Fair Excellent Good
Interpretation
The above table showing the out of 50 respondent, 34%
respondents whose qualification is bellow SSLC. 30% respondents
whose qualification is SSLC. 20% respondents whose qualification is
PUC. 6% respondents whose qualification is Graduation and 10%
respondents whose qualification is other category like ITI, Diploma etc.
4.2.3The classification of respondents on the basis of Occupation.

Table No: 4.2.3

Occupation No. of Users No. of Users in %

Former 39 78
Contractor 11 22
Total 50 100
Graph No: 4.2.3
The classification of respondents on the basis of

Occupation.
Bellow 100000
33%
100000 to 200000
67%
Interpretation
The above table shows that out of 50 respondents,78% respondents are the
Formers and 22% respondents who are contractors.
4.2.4 The classification of respondents on the basis of Income

Table No: 4.2.4
Income No. of Users No. of Users in %
Bellow 100000 6 12
100000 to 200000 12 24

200000 to 300000 14 28
300000 & Above 18 36
Total 50 100
Graph No: 4.2.4

Chart showing the classification of respondents on the basis of
Income.
The classification of respondents on the basis of Income

Bellow 100000 100000 to 200000 200000 to 300000 300000 & Above
12%
36%
24%
28%
Interpretation
Out of 50 total number of respondents, 12% respondents yearly income is below
100000. 24% respondents whose yearly income is between 100000 to 200000. 28%
respondents whose yearly income is between 200000 to 300000 and 36% respondents
whose income is above 300000.
4.3 Buying pattern of Tractors

The buying pattern of tractors is different from one customer to another.

Because the change in the needs and condition of the buyers.
4.3.1 The classification of respondents on the basis of factors
influencing in buying motive.
Table No: 4.3.1
Attributes No. of Users No. of Users in %
Price 2 4
Brand image 3 6
Power & Performance 41 82
Outlook design 4 8
Total 50 100
Graph No: 4.3.1 Chart showing the classification of respondents on

the basis of buying motives.
82
90
80
70
60 41
50
40
30 8
20 2 4 3 6 4
10
0
ice ag
e ce ign
Pr im an es
d r m d
an rfo ok
Br Pe utlo
& O
wer
Po
Interpretation

60 The
54
above table
50
showing
40 out of 50
30 27 No. of Users
No. of Users in %
20 18
14
10 9 8
6 7
3 4
0
Advertisement Friends News Papers Dealers Others
respondents, 4% of respondents are considers the price factor while purchasing John
Deere Tractors, 6% respondents are considers the brand image, 82% respondents are
considers power and performance and the 8% respondents who considers the outlook
design of the tractors.
4.3.2 The classification of respondents on the basis of awareness
about John Deere Tractors.
Advertisement 9 18
Friends 27 54
News Papers 3 6
Dealers 7 14
Others 4 8
Total 50 100

the basis of awareness about John Deere Tractors.

Interpretation
The above table exhibits out of 50 respondents, 18% of the users are known
the John Deere tractors through the advertisement, 54% of customers are know
through their friends, 6% of the respondents are known through the news papers, 14%
of the customers known through the dealers and 8% of customers known through the
other ways, like window advertise and in the road etc.

4.3.3 The classification of respondents on the basis of Price factor.

Table No: 4.3.3
High 16 32
Reasonable 34 68
Total 50 100

the basis of price factor.
100
100
90
80
68
70
60 50
50 No. of Users
34 No. of Users in %
40 32
30
16
20
10
0
High Reasonable Total
Interpretation
The above table exhibits out of 50 respondents, 32% of the respondents
feeling the price is High and remaining 68% of the respondents are feeling the price
is reasonable.

4.3.4 The classification of respondents on the basis of mode of

purchase
Table No: 4.3.4
Own amount 15 30
Loan amount 35 70
Total 50 100

the basis of mode of purchase
100
90
80
70
60
50 No. of Users
No. of Users in %
40
30
20
10
0
Own amount Loan amount Total
Interpretation
The above table shows that only 30% of the users are purchase John Deere
tractor by their own amount and remaining 70% of the respondents are purchase
through the loan from banks and other financial assistance.

4.3.5 Opinion about availability of spare parts

Table No: 4.3.5
Easy available 45 90
Not available 5 10
Total 50 100
Graph No: 4.3.5

120
100
100
90
80
60 No. of Users
50 No. of Users in %
45
40
20
10
5
0
Easy available Not available Total
Interpretation
The above table shows the out of 50 respondents, 45% of respondents are
opinion that the spare parts of tractor is easily available in the market and 10% of the
respondents are opinion that are spare parts of tractor is not available in the market.

4.3.6 Classification on the basis of Opinion about fuel consumption.

Good 20 40
Excellent 7 14
Fair 20 40
Bad 3 6
Total 50 100
Graph No: 4.3.6
Chart showing Opinion about Fuel consumption.

100
90
80
70
60
50
40
30
20
10
0
Good Excellent Fair Bad Total
Interpretation
The above table shows the out of 50 respondents, the 40% of the users are
opinion that fuel consumption is good and fair, the 14% of respondents are opinion
that excellent and remaining 6% of users are feel bad.

4.4 Extent of Satisfaction among the users

Consumer is the "king" of the modern marketing, so the satisfaction is only
factors, which influence the buying motives of the customers. Therefore it is must to
know the extent of satisfaction among the users of John Deere Tractor.
4.4.1 Classification on the basis of satisfaction with John Deere
Tractors.
Satisfied 44 88
Not satisfied 6 12
Total 50 100
Graph No: 4.4.1
Classification of users on the basis of satisfaction
100
80
60
40
20
0
Satisfied Not satisfied Total
Interpretation
The above table shows out of 50 respondents, 88% of the respondents are
satisfied with John Deere tractor and remaining 12% of the respondents are not
satisfied with John Deere tractors.

4.4.2 Classification on the basis of satisfaction with features of

John Deere Tractor.
Price 4 8
Brand image 8 16
Power & performance 32 64
Outlook design 6 12
Total 50 100
Graph No: 4.4.2

Chart showing the satisfaction with features of John Deere Tractor.
120
100
100
80
64
60
40
16 No. of Users
20 8 12 No. of Users in %
0
e ce l
ice ag ign ta
Pr im an es To
d r m d
an rfo ok
Br pe
utlo
& O
wer
Po
Interpretation
The above table exhibits the out of 50 respondents, the 8% of the
respondents are satisfied with price of tractor, 16% of the respondents are satisfied
with brand image, 64% of the respondents are satisfied the power and performance
of the tractor and 12% of the respondents are satisfied with the outlook design of
the tractor.
4.4.3 Classification on the basis of suggestion give to others to
purchase John Deere Tractor.


Yes 48 96
No 2 4
Total 50 100
Graph No: 4.4.3

Chart showing the suggestion give to others to purchase John Deere
Tractor.
120
100
100 96
80
60 No. of Users
48 50 No. of Users in %
40
20
2 4
0
Yes No Total
Interpretation
The above table shows the out of 50 respondents, 96% of the respondents
are ready to suggest purchase a John Deere Tractors to others, but 4% of the
respondents are not interested to suggest to others purchase a John Deere Tractors.
4.4.4 Classification on the basis of service given by the dealer.

Satisfied 45 90
Not satisfied 5 10

Total 50 100
Graph No: 4.4.4

Chart showing the service given by the Dealer
90 100
100
90
80
70
60 45
50 50
40 10
30
20
10 5
0
Satisfied
Not satisfied
Total
Interpretation
The above table exhibits total 50 respondents, 90% of the
respondents are satisfied with the service of dealer and 10% of the
respondents are not satisfied with service of Balaji Tractors.

CHAPTER – 5
FINDINGS, SUGGESTION &
CONCLUSION

FINDINGS:-
A Study has been conducted to understand the consumer s behaviar , beliefs,

brand loyalty ,brand image and attitude towards John Deere tractors. Following are
the findings from data analysis
 It is observed that most of the people who preparred are John Deere pleaser
are 15-20 years below 15 years.
 It is observed that from the study that maximum percentage of John Deere
tractors pleasure is high demand among the formers and traders
 It is found that factors influenced to respondents to prefer John Deere tractors

are driving comfort, safety, fuel effiance and mileage.
 It is found that satisfaction level of John Deere tractors with consumer is

satisfied.
 The quelity of affer sales service rendered by the dealer of John Deere
Tractors is satisfied.

SUGGESTIONS
Since there is an Sucreasing demand for John Deere Tractors in the market
I suggested that,
 Good Positioning of John Deere Tractors is to be done to the target Group to

increase sales of volume & market share.
 In order to pramote sale of vehicles of Company should undertake massive

advertisement through different Medias. As there is cut throat competition from
the rivals in the market, advertisements must.
 I suggested that John Deere Tractors should provide excellent sales service to
customers which will add to Company Brand image.
The milage given by the John Deere Tractors is Good compare to other
Tractors. Therfore I Suggest that the company should increase Mileage of the John
Deere Tractors by adopting the latest Technology in order to increase the sales
volume.

CONCLUSION
To conclude the project on “STUDY OF CONSUMER ATTITUDE

TOWARDS JOHN DEERE TRACTORS” Haveri. I have received both favourable
and unfavourable responses from the respondents.I have met 50 customers of
different places and accommodated at Haveri and Ranebennur automotives stores and
other areas and findings were enlightend to me. The project work has helped in
studying and understanding the practicalities of organisation.
The study of “PROJECT REPORT ON STUDY OF CONSUMER

TOWARDS JOHN DEERE TRACTORS” Haveri.
Tha data was collected from various sources and also through the tools like
questionnaire and relevant interaction with manager, formers,staffs and relevant
innteraction with concerned persons. The need was identified in the form of findings
and suitable suggestions were put forth. In the form of suggestions.

BIBLIOGRAPHY:
QUESTIONNARIE
1. Referred Books
 Sharpiro
 Philip kotler
2. Magazines
 Motor India
 Business standards.
3. Records of BALAJI TRACTORS

 NEWS Paper
 Vijay Times
 Times of India
 Journals
 Company Circulars.
4. Internet: www.google.com

QUESTIONNARIE
“A Study on consumer attitude towards John Deere Tractor: A case study

of BALAJI TRACTORS HAVERI”
Dear Respondent,
I am PRAKASH H LAMANI student of Govt. First Grade Collage, Final year
BBA, RANEBENNUR. I have undertaken “A Study on consumer attitude towards
John Deere tractors: A case study of BALAJI TRACTORS”
So kindly fill up my questionnaires and give valuable suggestions for study.

The date that is given you will be used only for academic purpose.
Thanking you,
PRAKASH H LAMANI

1. Name: ___________________________
2. Address:_________________________
3. Age of the Respondent:

a. Below 20 years
b. 21-30 years
c. 31-40 years
d. 41 and above
4. Educational Qualification
a. SSLC
b. PUC
c. Graduate
d. Post- Graduate
e. Others
5. Occupation
a. Business
b. Student
c. Govt. Employee
d. Pvt. Employee
e. Any other
6. Monthly Income of your family:
a. Below 5000
b. 5001-10000
c. 10001-15000
d. 15001 & above

7. Do you have a Tractor?

a. Yes
b. No
8. If yes, which brand do you own ?
a. MAHINDRA
b. JOHN DEERE
c. SWARAJ
d. HMT
e. Any other
9. What do you consider while buying Tractor?
a. Price
b. Style
c. Quality
d. Fueal Perfomance
10.How did you come to know about the vehicle that you have
purchased?
a. Relations & Friends

b. Compnay adverisement
c. company Banners
d. Dealers Promotion
11.What is your opinion that Tractor prices?
a. Very high price
b. High price
c. Reasonable
d. Low price.
e. Poor

12.Kindly specify your opinion about the overall service

available at M/s
f. Excellent
g. Very good
h. Good
i. Average
j. Poor
13.Please specify your suggestion

_____________________________________________
_____________________________________________
____________________________________________
Place:
Date:
Signature
“THANK YOU FOR YOUR KIND CO-O-OPRATION”

A Study On Consumer Attitude Towards John Deere Tractor: A Case Study of BALAJI TRACTORS HAVERI

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

A Study On Consumer Attitude Towards John Deere Tractor: A Case Study of BALAJI TRACTORS HAVERI

Uploaded by

Copyright:

Available Formats

“A Study on consumer attitude towards John Deere Tractor: A case study of

BALAJI TRACTORS HAVERI”

“A SATISFIED CUSTOMER IS A SALES MAN FOREVER”

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 1

1.1 General Introduction

1.2 Specific Introduction

Indian tractor industry, comparatively young by world standards have

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 2

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 3

natural state of readiness organized through experience, exerting a directive or

Simply stated, an attitude may be described as a per-disposition of a person to

Measurement of customer satisfaction in the HAVERI Taluk with regards to

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 4

1.3. Objectives of the Study

1.4. Need for the study

1.5. Statement of problem

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 5

1.6 Scope of the study

Haveri talluk report an image of balanced development. The people of Haveri

The scope of the study is confined to the following aspects;

Sales promotion mix:

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 6

1.7 Limitations of the study

1.8 Research Methodology

Due to the time constraint, only 50 respondents are interviewed by random

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 7

NAME OF VILLAGES No’s of Farmers Total Number Of

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 8

1.9 CHAPTER SCHEME

The whole study has been divided into six chapters

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 9

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 10

2.1 PRODUCT PROFILE

Special features of John Deere Tractors

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 11

2.2 John Deere sets up new plant in India

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 12

Deere had originally announced plans to expand its manufacturing capacity in

Deere & Company is a world leader in producing advanced products for

2.3 Marketing Strategy

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 13

The firm's management determines the effective marketing mix. The

The marketing deals with the four important elements of marketing

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 14

2.3 (B) Steps in New product development:

A new product is the combination of a process, a series of steps of beginning

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 15

Steps in Business Analysis

To achieve success in new product development following are the guidelines:

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 16

New products fail in the market because of the following reasons:

2.3 (C) Product Mix or Strategy

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 17

Product range on the other hand, speaks of depth of specialization in terms of

2.3(D) Place Mix or Strategy

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 18

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 19

2.3 (E) Price Strategies or Mix

A) Price, policies and Strategies

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 20

2.3(F) Promotion Mix or Strategy

B) Trade Fair and Exhibitions

GOVT. FIRST GRADE COLLEGE, RANEBENNUR-581115 Page 21