1. CHAPTER-1
INTRODUCTION
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2. Introduction
Gone are the days when people used to take a lot of trouble to meet their loved ones, travelling
on foot or using bull carts. The automobile industry has evolved as a savior for everyone. The
growth of automobile industry has shrunk the world and made everything easily accessible.
Present day scenario of business
In the last two decades the world of business has undergone rapid transformation which has led
to the advent of newer and newer technologies in the agriculture industry. As a result , the
domestic companies have to strive through a long way to find a place in the market. Every
company has its own strengths and weakness and a proper balance has to be struck between them
in order to carry on their activities without any hindrance. Every competitor is a major threat to
every manufacturer. Therefore, domestic companies cannot ignore competitors and market if
they to find a safe place in today‘s market. In order to stay afloat in the market, the marketers of
consumer goods have to adopt ‗more for less‘ policy, ‗satisfaction guaranteed‘ policy. Another
important factor in today‘s business climate is the trust on safeguarding the environment in order
to prevent pollution or any other hazardous effect
Today’s consumer
Consumers of today have varying needs and unlimited wants. As a result, the consumer value
and satisfaction have become the focus of every marketer. Consumer behavior is the study of
how and why the consumer behaves in a particular way. Another important feature of today‘s
consumer is the want for a multipurpose product at a reasonable price.
The marketers have to understand the psychology of consumers and adopt the value chain
concept as a company tool for identifying ways to create consumer value and satisfaction.
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3. 1.1 TITLE OF THE STUDY
A STUDY ON CUSTOMER BUYING BEHAVIOUR TOWARDS JOHN DEERE
TRACTORS, BATHINDA
(A Study under Taken at Guru Nanak Agro Services, Bathinda)
1.2 OBJECTIVES OF THE STUDY:To know mode of sales and source of purchase to buy a tractor.
To study the factors affecting the choice to buy a tractor and awareness
regarding John Deere tractors
To evaluate the dealership and company response to the buyer with means
of test drive.
To study the pricing policy and mileage of John Deere tractors
To find out attributes while purchasing John Deere tractors.
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4. 1.3 METHODOLOGY AND SAMPLING PLAN
The report is made to find out the consumer behavior towards John Deere Tractors by using two
sources of data methods of marketing research.
Sources of data:Primary data and secondary data:
Primary data: the primary method of collecting data through questionnaire method and
interview method
Secondary data: secondary data gathered from various sources like internet, magazine etc
1.4 SAMPLING SIZE AND METHODOLOGY ADOPTED
―100‖ samplings and methodology adopted‖ questionnaires cum interview method.
1.5 SOURCES AND TOOLS
Sources and tools to be under taken giving a general statement of the method used i.e.,
questionnaire& interview method
Data sources
: Primary and Secondary data
Research instrument : Questionnaire& interview method
Sampling plan
: 100 members
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5. CHAPTER 2
INDUSTRY PROFILE
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6. Tractors are an integral part of mechanization and have a crucial role to play in increasing
agricultural productivity. By advancement in manufacturing of tractors there's possibility that
could lead India to another green revolution.
Indian Tractor Industry developed in 1945 to 1960 because of the War surplus tractors and
bulldozers were imported for land reclamation and cultivation in mid 1940's. In 1947 Central and
State Tractor Organizations were set up to develop and promote the supply and use of tractors in
agriculture and up to 1960, the demand was met entirely through imports. In 1951 there were
8,500 tractors in use, 20,000 in 1955 and 37,000 by 1960. Local production began with five
manufacturers in 1961 producing a total of 880 units per year. Eicher, Gujarat Tractors, TAFE,
Escorts, M&M are the major tractor manufacturers.
Tractors are capital intensive, labour displaying used as a mode of transport, in electricity
generation, in construction industry and for haulage operation. It has now become an integral
part of farm structure .The problems of farmers has been erased by the application of tractor for
agricultural activities which swept India during the last twenty years .
Indian Tractor Industry, comparatively young by world standards has expanded at a spectacular
pace during the last four decades. Consequently it now occupies a place of pride in India's
Automobile Industry also. U.S.A., U.S.S.R. and only a few Western European countries exceed
the current production of tractors.
India's growth is unmatched even with countries of long history of Tractor manufacturing. The
Indian Tractor Industry's spectacular achievement reflects the maturity and dynamism of tractor
manufacturers and the various policies adopted by the government to enable it to effectively
meet the demand. It is a typical industry where both imported technology and indigenous
developed technology have developed towards meeting the overall national requirements of the
country. As per the global spotlight on tractors manufacturers in terms of volume seems to be
swinging away from the USA, UK and Western and Eastern Europe towards India where growth
in the number of producers and the total volume in recent years have been impressive. In India,
Tractor Industry has played a vital role in the development.
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7. 2.1 SALES
Tractor sales have lost traction over the last 1.5 years, with persisting challenges in terms of
weak farm inflows, somber demand from non-agricultural segment, increase in cost of ownership
marked by high interest rates and hike in prices of tractors and diesel, and lower disposable
income levels of farmers. In the current fiscal, growth was further affected due to weak monsoon
precipitation, especially in the southern belt, and tractor industry saw volumes declining by as
much as 10.9% during Q2FY13. Although buying during festive period lent some support to the
sales in Q3FY13, the overall market (domestic+ export) has de-grown by 2.5% in 9mFY13.
Notwithstanding efforts by tractor manufacturers to generate demand-pull through model
launches/variants as well as price discounts, industry growth continues to slip in the current
quarter. We expect tractor sales volumes to witness a decline of (2-4%) for full year FY13.
Tractor demand is however expected to improve in FY14 with correction of cyclical headwinds;
pace of recovery shall be contingent on rabi crop inflows, performance of south-west monsoon,
and recovery in non-farm demand. We maintain a volume CAGR of (8-9%) over the next five
years as long term drivers continue to remain favourable. Government of India (GOI) remains
committed towards rural development and agri-mechanisation; besides other factors like scarcity
of farm labour, healthy credit availability, moderate penetration and shortening replacement
cycle, continue to encourage demand for tractors.
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8. Tractor Industry – HP Wise, Region wise Performance
Tractor Industry – Long Term Growth Outlook

In the long run some agencies have projected the growth for Indian Tractor industry to
continue till 2030. Which is very much logical considering the low level of tractor
penetration, lower horse-power tractor usage and much lower yield per acre by the
Indian farmers. There is tremendous scope for farm mechanization in India.

India lags far behind the global averages and more specifically to China in terms of
agriculture produce yield per hectare for various crops.
As per rough estimate by some experts of tractor requirement in India to till the complete arable
land through mechanical means would indicate that there is a need for 16.4m tractors in India,
whereas the current number of tractors available in the country are less than 5m.
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9. 
Which would indicate that tractor Industry in India would continue to grow, in medium to
long term basis over the next two decades, 2030.
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10. Latest developments
Today in India there is an increase in awareness among the farmers for the need of farm
mechanization and are keen to acquire tractor with the help of credit facilities from
financial institutions.
Agronomists believe that there is need for more tilling due to depletion of moisture and
repeated cultivation of land .It is precisely for this reason that the demand for tractors was
well maintained even during a drought period.
Cost of tractors in India is the cheapest in world .The cost of a finished tractor here is as
much as the cost of gear box in developed countries. Hence there exists tremendous
scope for exports.
Animal power available is too inadequate to meet power demand of our farmers.
Mechanized operations are preferred to eliminate drudgery and delay, also labour
shortage during harvesting increased the use of tractor.
More farmers are opting for multiple cropping over last decade. Country's net cropped
area had remain virtually stagnant while gross cropped area increased by about 4.7%.
This indicate the increased popularity of multiple cropping
95% of tractor sales are on credit. Credit is extended by commercial banks, state land
development banks and regional rural banks.
Irrigation facilities reduce reliance on the monsoon and allow for quick yielding varieties
of food grain .This reduces the cropping cycle to 3-4 months from the traditional 5-6
months. Reduced cropping cycle require deep tilling which translates into higher demand
for tractors.
2.2 GROWTH
After registering modest growth (around 2.8 per cent ) during the first quarter of the current
fiscal, growth in the Indian tractor industry slopped into negative territory during the second
quarter, dropping by almost 11 per cent on a year-on-year basis, says an ICRA report.
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11. The report highlighted that deficient and delayed monsoons have had a significant impact on
industry volume growth. The tractor industry had clocked a moderate growth rate of 12.5 per
cent during 2012-13, selling 600,000 units.
"Further, industry demand continues to be held back by firm interest rates, extended bout of high
inflation affecting investment sentiment of farmers and hike in tractor prices by domestic OEMs.
Demand from the non-agricultural segment has also remained sluggish with no significant pickup in construction and infrastructure related activity", the report titled 'Indian Tractor Industry:
Weak monsoons dampen demand in a struggling market' said.
ICRA expects tractor sales to be tepid during the third quarter of the current financial year, in
light of weak Kharif output and concerns over delayed sowing of Rabi crop. Year-on-year
growth rates are however, expected to see some improvement during the fourth quarter supported
by the weak base of Q4 2011-12, and likely reversal of interest rate cycle.
"Overall, we expect tractor sales volumes to witness flat volumes (0-2 per cent decline) for full
year FY13; while maintaining a volume CAGR of 8-9 per cent over the next five years", the
report projected.
ICRA, however, feels that while the industry is beset with near term challenges, the long term
prospects continue to derive strength from factors such as support from the government of India
towards rural development and agri-mechanisation, scarcity of farm labour especially during the
sowing season, increase in credit flow to agriculture, moderate penetration, shortening
replacement cycle; besides healthy exports.
2.3 HISTORICAL & TECHNICAL BACKGROUND OF BRANDS
Brands identify the source of market of a product and allow consumers-either individuals or
organizations-to assign responsibility to a particular manufacturer or distributor. Consumers may
evaluate the identical product differently depending on how it is branded. Consumers learn about
brands through past experiences with the product and its marketing program. They find out
which brands satisfy their needs and which ones do not. As consumers‘ lives become more
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12. complicated, rushed, and time-starved, the ability of a brand to simplify decisions making and
reduce risk is invaluable.
Brands also perform valuable functions for firms. First, they simplify product handling or
tracing. Brands help to organize inventory and accounting records. A brand also offers the firm
legal protection for unique features or aspects of the product. The brand name can be protected
through registered trademarks; manufacturing processes can be protected through patents; and
packaging can be protected through copyrights and designs. These intellectual property rights
ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset.
Brands can signal a certain level of quality so that satisfied buyers can easily choose the product
again. Brand loyalty provides predictability and security of demand for the firm and creates
barriers to entry that make it difficult for other firms to enter the market. Loyalty also can
translate into a willingness to pay a higher price—often 20 to 25 percent more. Although
competitors may easily duplicate manufacturing processes and product designs, they cannot
easily match lasting impressions in the minds of individuals and organizations from years of
marketing activity and product experience. In this sense, branding can be seen as a powerful
means to secure a competitive advantage.
To firms, brands thus represent enormously valuable pieces of legal property that can influence
consumer behavior, be sought and sold, provide the security of sustained future revenues to their
owner. Large earning multiple have been paid for brands in mergers or acquisitions, starting with
the boom years of the mid-1980s. The price premium is often justified on the basis of
assumptions of the extra profits that could be extracted and sustained from the brands, as well as
the tremendous difficulty and expense of creating similar brands from scratch. Wall Street
believes that strong brands result in better earnings and profit performance for firms, which, in
turn, creates greater value for shareholders. Much of the recent interest in brands by senior
management has been result of these bottom-line financial considerations. ―Marketing Memo:
The brand Report card‖ lists 10 key characteristics based on a review of the world‘s strongest
brands.
Brand awareness is the consumers‘ ability to recognise or recall (identify) the
brand within a given product category in sufficient detail to make a purchase decision. This also
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13. means that the consumers can propose, recommend, choose, or use the brand. The objectives of
most advertising campaign are to create and maintain brand preference. The first step is to make
potential consumers aware of a brands‘ existence.
One of the prominent goals of any business should be to build brand image and
awareness of its product, albeit in as cost – effective manner as possible. Consumer tends to
make purchasing decision based on peer recommendation and direct experience, as well
traditional advertising methods. The project aims towards increasing the brand awareness since
its one of the effective tool to effect the final purchase decision and the volume of sales. I had
used the topic to find out or measure the brand awareness level among the customers and the
ways to increase its awareness.
Here the topic of the study is ―Customers Brand Awareness‖ towards John Deere Tractors,
with special reference to Popular Vehicles and Services Ltd , Bathinda. This study search for
brand awareness level of customers towards various aspects of the product.
As part of this study, survey is conducted in Bathinda Region. Questionnaire is used to collect
data from customers. While the detail regarding the company is obtained from company‘s
website, magazines etc… Sample size of the study takes here is hundred and Samples selected
from areas of Bathinda district.
In this project, I went into a search for details regarding the brand awareness of John
Deere Tractors and its acceptance rate and the promotion effectiveness.
The analysis was done with the help of the data collected through questionnaire taking
the sample size of 100 in an around Bathinda. As the brand awareness is directly associated with
promotion strategy taken by the company its effectiveness is evaluated and the steps to increase
the awareness level of the customers are considered.
Therefore I have used various tools and techniques for the purpose of analysis of the data
and have tried to throw a clear light towards the level of brand awareness of John Deere Tractors
and the measures to increase its awareness and to evaluate the best media of communication for
the purpose.
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14. CHAPTER-3
COMPANY PROFILE
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15. John Deere was born in Rutland, Vermont, February 7, 1804. He spent his boyhood and young
adulthood in Middlebury, Vermont, where he received a common school education and served a
four-year apprenticeship learning the blacksmith's trade.
In 1837, John Deere founded the company that would come to bear his name. Incorporated as
Deere & Company in 1868, it has grown from a one-man blacksmith shop into a worldwide
corporation that today does business around the world and employs approximately 50,000
people.
Thier company is guided today, as it has been since its beginning, by John Deere's original
values of integrity, quality, commitment and innovation.
John Deere
India
John Deere
Technology
John Deere
Water
John Deere
Water,
Center
John Deere
Sanaswadi Pune
India,
John Deere Technology Center,
Vadodara
Magarpatta City Pune
John Deere India Private Limited is a subsidiary of Deere & Company, USA in India. Its factory,
located near Pune, manufactures 5000 Series agricultural tractors.
The Indian operations of Deere & Company include a technology center located at Magarpatta
City Pune and John Deere Water Vadodara.
The technology center provides services in the areas of Information technology, engineering,
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16. supply management, embedded systems and technical authoring for company‘s operations world
wide.
John Deere Water, formed by the acquisitions of Plastro Irrigation Systems, T-Systems
International, and Roberts Irrigation Products, is one of the leading irrigation companies in the
world today.
3.1 JOHN DEERE INDIA
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17. To expand its global presence in Agriculture equipment, John Deere established a green field
project in 1999 under a 50:50 joint venture with Larsen & Toubro Limited (L&T) — an
engineering company of repute from India. A state of the art tractor manufacturing plant for 5000
series John Deere tractors was set up at Sanaswadi, near Pune, in the state of Maharashtra. These
tractors were introduced in India in early 2000.
In 2005, Deere & Company acquired nearly all the remaining shares in this joint venture. The
new enterprise, John Deere India Private Limited, Sanaswadi, Pune, operates through a network
of 18 area offices, 4 divisional offices and more than 400 authorized dealers spread across the
country.
The factory currently produces modern tractors of 35, 38, 40, 41, 42, 45, 50, 55, 60, and 75 Hp
capacities for domestic markets. Tractors manufactured in Sanaswadi are also exported to the
USA, Mexico, Turkey, North and South Africa, and South East Asia. The company has received
awards for export excellence in 2005 and 2006 from the Engineering Export Promotion Council.
World-Class Technology
John Deere translates the farmer's interest into superior product features through its world-class
manufacturing facility at Sanaswadi, Pune.
Spread across 112 acres, the factory has a total built up area of around 50,000 sq. meters.
Manufacturing is carried out at three inter-linked factories - Transmission, Engine and Vehicle
Assembly.
Modern manufacturing practices like JIT, delivery of components at assembly stations and
movement of tractor parts through an overhead conveyor, ensure streamlined operations. The
total manufacturing effort is geared to provide total value to the customer through high quality
standards.
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18. Transmission Factory
The heart of the factory, the transmission assembly has
state-of-the-art systems adopted from the best assembly
practices of renowned leaders. This provides one of the
finest tractor transmission systems.
The 300-odd components in the transmission system are
manufactured to precise tolerances for efficient transmission
High Precision CMM Machines
of power. High precision CNC machines ensure high quality of components manufactured while
CMM machines check adherence to quality standards.
Engine Factory
The engine assembly line is designed to produce one of the
worlds highly fuel efficient and powerful engines. Each
station is ergonomically designed with built-in features to
ensure adherence to exacting quality standards. The engines
are transported during assembly on an overhead conveyor.
Rear Axle Assembly
A leak test at sub assembly stage and as fully assembled engine is conducted to ensure a 100%
leak proof engine.
Pre-operation and post-operation online quality checks are also carried out to ensure quality.
Critical joints are fastened using electric multi spindle machines capable of torque, yield and
angle control.
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19. Cleanliness of components is continuously maintained using
special purpose washing machines both online as well as
offline. Finally, every engine is tested for performance at the
Company's Engine Test Cells which are one of the most
modern in the industry.
Highly sophisticated and well-equipped Metrology and
Metallurgy laboratories support the entire manufacturing
Engine Assembly
operation.
Vehicle Factory
The assembly of John Deere tractors is carried out through
an
overhead
conveyor
system.
This
ensures
high
productivity through lower operator fatigue and greater
convenience. Inspection loops carry out random auditing of
the tractors under assembly.
Pneumatic tools and torque wrenches with designated torque
Vehicle Assembly Line
for fasteners, provided at every station, ensure high reliability. And at the end of the assembly
line every tractor undergoes final inspection to ensure that stringent quality standards are met.
IT at the Workplace
A high levels of computerization underlines the operations
at John Deere India. The Company is equipped with stateof-the-art computer and communication facilities, giving it
the interconnectivity and interactivity imperative in today's
increasingly competitive market.
The company has implemented SAP system for sales and
Training
Page 19

20. distribution as well as integration of manufacturing processes. Area offices, dealers, depots and
C & F agents are networked to enhance efficiency and customer service.
Training is also provided periodically to employees as well as dealers to upgrade their skills and
perform better.
3.2 JOHN DEERE TECHNOLOGY CENTER
John Deere has a long history of designing and manufacturing quality products around the world.
The John Deere Technology Center in Pune, India is the latest addition to this long history and
provides leading edge technology, product designs, and innovative ideas to support the
company's global business.
The new world-class facility offers the opportunity for careers in technical areas, including
Information Technology, Mechanical Engineering, Product Engineering, Embedded Systems,
Strategic Sourcing, and Technical Authoring. The facility includes multiple functional
organizations, with a focus on delivering the highest quality global shared services to John Deere
business units worldwide.
The John Deere Technology Center - India (JD TCI) started in February 2005 in incubation
facility. Soon after, a new building started rising as Tower XIV of Cybercity in Magarpatta
City.After moving into the building in mid - December 2005, the facility was inaugurated on
January 11, 2006.
Information Technology
Information technology is a the heart of Deere's operations worldwide.The Information
Technology department at the technology center supports all the Deere operations' applications
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21. development, sustenance engineering and customer support. Practice areas are very diverse,
offering employees at the technology center ability to grow as the organization grows.The
beginning
practice
areas
are
Java,
SQL
database,
SAP
and
Cobol,
and
they
continue to expand to meet the expanding needs of the Deere Enterprise.
Engineering Services
John Deere began in 1837 as a mechanical engineering company, with our founder developing a
new innovative plow share that met the needs of a new generation of farmers.This customer
focus remains as the Engineering Services group at the technology center designs new products,
improve cost and reliability through computational fluid dynamics and finite-element analysis,
and document mechanical and wiring harness designs.Each practice area supports products
across the enterprise, including tractors, combines, seeding equipment, balers, lawn mowers, 4
wheel utility vehicles, and large construction equipment. Reliability engineering and cost
analysis are areas of future focus to provide improved competitiveness to John Deere.
Manufacturing Services
The Manufacturing Services group, by assisting manufacturing engineers across the John Deere
enterprise in their virtual build activities, is creating opportunities to reduce the time involved in
the product development cycle. Whether it is activities like tool design, computer based process
planning, or factory simulations, Manufacturing Services is able to create a virtual representation
of what the manufacturing process would look like even before a single physical build is
required.
The group leverages the vast pool of world class manufacturing service talent in India to increase
the organizational speed, and simultaneously provides shared service resources to offset peak
and variable resource requirements, benefiting John Deere businesses worldwide.
Product Engineering
The Product Engineering group at the technology center provides dedicated design and
sustenance engineering support to our factory in Sanaswadi Pune.
Embedded Systems
Embedded Systems writes C and C++ software for displays and controllers that go into Deere
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22. products in every area of the enterprise. These engineers work directly with Phoenix
International, John Deere's electronics company, to develop new products and update older
generations.
Strategic Sourcing
The cost advantages of India sourcing are significant and the Regional Supply Management
Center at the technology center is there to leverage those sources. Strengths of India's supply
base support factories globally as India's steel and plastics go into products for sale worldwide.
Technical Authoring
The Technical Information Authoring Center at the technology center writes technical and nontechnical documentation for dealers and users of John Deere equipment. These documents
include technical repair manuals, equipment operator's manuals, and parts catalogues.
3.3 PRODUCTS
Agricultural Tractors
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23. Farm Equipments
Page 23

24. 3.4 TECHNOLOGY IN THEIR PRODUCTS
John Deere has built many innovative and diverse products in which Information Technology
(IT) and Engineering have played a critical role. Here are just a few of the technologically
advanced products that have been developed with the help of our IT and Engineering
professionals.
3.5 SERVICE AND SUPPORT
John Deere products are renowned for quality, performance and reliability. This is based on
excellent products and unparalleled customer support. Even an excellent machine is only as good
as the infrastructure behind it to ensure that if it needs repair that repair is completed quickly,
efficiently and correctly, first time. The John Deere Service organization is in place to ensure
that this high standard of repair service is delivered to all customers every time.
Service is provided by the dealers through well equipped service operations staffed by fully
trained highly motivated technicians. They are supported by the latest information and support
systems to ensure minimum down time and maximum satisfaction. Precision tools and testing
equipment enable our technicians to locate and correct troubles quickly. They save your time and
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25. money. School is never out for John Deere service technicians. Training schools are held
regularly
to be sure our personnel know your equipment and how to maintain it.
TROUBLESHOOTING
You will find troubleshooting information for your John Deere Tractor on the following sections:

Engine

Transmission

Hydraulic System

Brakes

Rockshaft and 3-Point Hitch

Electrical System
PARTS DISTRIBUTION CENTER
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26. John Deere India has set up a parts distribution center adjacent to its manufacturing facility at
Sanaswadi-Pune. This provides a distinct advantage to get manufactured parts at the shortest
possible time. The parts distribution center is well equipped with infrastructure facilities with
adequate storage solutions, material handling equipments, dock leveler computers & 24 hours
power back up. The parts distribution center has a built up space of 30000 sqft.
Parts Distribution Centre
Today the parts distribution center supports each & every requirement of Tractor parts to above
400 dealers spread across the country and also overseas units for tractors exported to them.
Very efficient & advanced techniques / matrix like fill rate are adopted to monitor and improve
the operating efficiency of the delivery of parts at the dealers.
John Deere India has set specific processes and standards regarding the minimum stocking
norms, rush order, stock order for spare parts for dealers. This ensures the "in stock" availability
of spares at the right time, at the right place and at right quantity.
JOHN DEERE COOLANT
John Deere has specifically engineered a fully formulated, heavy-duty antifreeze/ summer
coolant to match the performance requirements of our Tractors. Our engineers highly
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27. recommend it for use in all heavy-duty and light-duty diesel and gasoline engines, including
automobiles.
John Deere Coolant is available in two packs –

1 Litre pack

10 Litre pack
The coolant is pre-mixed i.e. in ready-to-use condition. It contains 80 percent de-mineralized
water mixed with coolant conditioner, anti-corrosion additives, and anti-foaming agents to guard
against liner pitting, rust, corrosion, and scaling. It has a service life of 2 years/2000 hours when
used in Tractor engines.
John Deere coolant provides the ultimate protection for heavy-duty cooling systems.
John Deere's formulation includes a balanced blend of ingredients to protect all components.

Balanced ingredients protect the system from scale deposits and corrosion, extend water
pump seal life, and reduce internal pump erosion.

Special anti-foaming agents enhance heat transfer ability, reduce coolant pump damage and
oxidation, and extend corrosion inhibitor life.
OIL
John Deere specified engine oil lasts longer, protects your engine, and saves you money in the
long run.
You spend thousands of rupees for an engine in a tractor so why settle for an oil that meets
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28. "minimum" industry standards?
Minimum standards simply aren't acceptable when it comes to protecting John Deere engines.
That's why our engineers have developed an exclusive oil for engines that work under heavy,
continuous loads. Frankly, it's the best oil you can put in your John Deere engine.
Longer engine life
John Deere Engine Oil reduces harmful engine deposits that can cause oil consumption, extreme
wear, and loss of power. It's simple. Fewer engine deposits mean less wear, and that results in
longer service life.
Better protection
John Deere Engine oil is recommended by the engineers who design, develop, and test
John Deere engines. During testing, they measured significantly less wear and fewer piston
deposits when using John Deere specified oil. Those measurements mean "peace-of-mind
protection for your equipment".
Saves money
John Deere Engine oil simply lasts longer. When used with an John Deere engine oil filter in an
John Deere engine, you'll use less oil and fewer filters in the long run. And you'll reduce your
maintenance cost and downtime.
FILTERS
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29. The following John Deere Filters are available for use in
John Deere tractors:
1. Engine Oil Filter
2. Transmission / Hydraulic Filter
3. Air Cleaner Filter element – Primary and Secondary
4. Diesel Filters – Primary and Secondary
All these Filters meet the specifications established by
John Deere
engineers
for
optimum
performance
of
John Deere tractors under a variety of operating conditions.
Your John Deere tractor is designed for years of rugged and
trouble-free performance.Use of genuine John Deere Filters
at
specified
change
intervals
provides
unbeatable
performance and wear protection for John Deere engine,
hydraulic and transmission systems.
To get 100 percent maximum performance and protection,
use John Deere Filters – because with competition filters…you never know what you are going
to get.
3.6 FOCUS ON INNOVATION
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30. Innovation is one of our core values. For over 170 years, we have been stretching the boundaries
of technology and have hundreds of patents to our credit. To create the next generation of
solutions, John Deere invests in technologies like robotics, autonomous machines, virtual
engineering, and global positioning systems (GPS) among others. The company spends about $2
million every day on research and development. In fact, some of our machines have more lines
of code than the space shuttle! We believe, when you combine inspiration with technology, you
create winning products.
3.7 WORK WITH THEM
Powered by over 50,000 employees worldwide, driven by our core values of integrity, quality,
commitment and innovation, and renowned for excellence in everything we do, John Deere is
more than a company. We are a uniquely global institution that offers an endless array of
opportunities for career achievement and growth. At John Deere, you are empowered to create a
career that will take you where you want to go. Here, you‘ll enjoy the freedom to explore new
projects, the support to think outside the box and the advanced tools and technology that foster
innovation and achievement.
Robust Teamwork
Highly challenging and intensely collaborative, our work is constantly evolving, helping us to
redefine the leading edge. As a member of our team, you‘ll have the opportunity to see your
ideas come to life and make a significant impact on our business.
Employer of Choice
Customers around the world know what to expect from John Deere products-quality, reliability
and performance excellence. Our values also extend to the way we take care of our employees
and their families. We remain on the leading edge by providing competitive benefits & rewards
that respond to the diverse lifestyles of our people and an ever–changing world.
Apply Online
John Deere provides you with a solid foundation to build a career that's challenging, satisfying
and responsive to your changing needs. Here‘s a simple and effective way to apply for a range of
Page 30

31. opportunities with John Deere in India. You may search on our India Job Portal and apply online
for a position that matches your interests. Once your profile is in our system, we will be more
than glad to contact you if we see a match with our available opportunities.
Philosophy of Total Rewards
At John Deere, rewards aren‘t limited to monetary compensation. We offer our employees a
comprehensive range of tangible and intangible benefits that help us retain the best and brightest
professionals in the industry. Elements of our Total Rewards package include:

Challenging Work

Benefits

Variable Pay

Rewards and Recognition

Work-Life Balance

Employee Development

John Deere Affiliation
Diversity and Inclusion
To address the complex challenges of our global business, we require a diversity of people,
perspectives and ideas. At John Deere, we acknowledge each individual‘s unique skills, talents
and contributions in a team environment that promotes respect and personal achievement. With
diverse products and geographic areas, we‘re committed to being inclusive of all viewpoints.
Attracting top talent
John Deere‘s Global Team Enrichment initiative is designed to attract, develop and retain the
best global talent, from all backgrounds. The initiative provides a framework for action through
Team Enrichment Councils, which take on various activities and suggest new ways of thinking
about talent, and create a more inclusive work environment that promotes new thinking and
fosters innovation.
Page 31

32. CHAPTER-4
THEORETICAL ASPECTS
OF BEHAVIOR
Page 32

33. THEORETICAL ASPECTS OF BEHAVIOR
Introduction:The study of consumer behavior is the study of how individuals make decision to spend
their available resources (time, money & effort) on consumption-related items. It includes the
study of what they buy why they busy is, when they buy it, where they buy it, how often they
buy it and how often they use it.
Consider a more durable product, such as the Two-wheeler. What kinds of consumer by
fax machines for how use? What features do they look for? What benefits do they seek? How
likely they to replace there are old models when new models with added features become
available? The answers theses questions can be found through consumer research and can
provide manufactures with important input for product scheduling, design, modification &
promotional strategy.
Although how and why consumer make decisions to buy goods and services consumer
research goes far beyond these facts of consumer behavior and encompasses all of the behaviors
that consumers display in searching for purchasing, using, evaluating, and disposing of products
& services that they except will satisfy their needs.
Marketers must decide at whom to direct their promotional efforts the buyer or the user.
For some products, they must identify the person who is most likely; to influence the decisionwho may be neither the buyer nor the user. Some marketers believe that the buyer of the product
is the best prospect others believe it is the user of the product, will still others play it safe
directing their promotional efforts to both buyers and users.
Consumer behavior was a relatively, new fields of study in the mid to late 1960‘s. with
no history or body of research of its own, the discipline borrowed heavily from concepts
developed in other scientific discipline, such as psychology ( the study of how an individual),
sociology (the study of groups), social psychology (the study of how and individual operators in
groups), anthropology (the influence of society on the individual) and economics.
Page 33

34. Many early theories concerning consumer behavior based on economics theory, on the
notion those individuals at rationally to maximize their benefit (satisfaction) in the purchase of
goods and services.
MEANING OF MARKET
Market plays a very important role in management field. Where buyers and sellers
come at one point and make their business transactions all the activity and business transaction
will be done at one particular place. That place is called market.
Importance of the market:
Market plays a very crucial role and make their purchase and sale decision. A market is a
dynamic world. A market is a place where buyer and seller meet together is place where
consumer can satisfy their needs and wants.
Definition/meaning of market:
Although the description of the marketing has around some semantic controversies, which has
retained thematic similarity emphasis variations notwithstanding.
According to Philip kittler ―The process of planning and execution the
conception pricing promotion and distribution of ideas goods services to create exchange that
satisfy individual and organization goals,‖
According to America,: marketing association(AMA):
―Marketing is concerned with the people and activities involved in the flow of goods and
service from the producer to consumers.‖
Who is Consumer?
Consumer is one who is an actual user of the goods and services, who express his
feelings after actual use, whether the goods and services are up to his satisfaction of not.
Page 34

35. In other words consumer are persons who act in the capacity of consumers, whether they
consume on their own behalf (final consumer) or consumer‘s a necessary part of these
employments in institutions or industry
Consumer Behavior:According to LONDON Della Bitta consumer may be defines as ―The decision process
and physical activity individuals engage in men evaluating, acquiring, using or disposing of
goods and services‖.
According to Webster it may be defined as ―All psychological social and physical
behavior of the potential customers as they become aware of evaluate purchases, consume and
other product and services‖.
In chart consumer behavior is the act of consuming or using goods or services. So in
consumer behavior we consider not only part of decision process but also why, after and under
what condition the purchases in needed.
The buying process
To be successful, marketer have to go beyond the various influences on buyers and
develop an understand of how consumers actually make their buying decisions. Specifically
marketers must indentify who makes the buying decisions and the steps in the buying process.
Buying roles:
We can distinguish five roles people might play in a buying decision:Initiator: a person who first suggest the idea of buying the product or service.
Influencer: a person whose view or advice influences the decision.
Decider: a person who decides on any component of a buying decision-whether to by, what to
buy, or where to buy.
Buyer: the person who makes the actual purchase.
User:- a person who consumes or uses the product or service.
Page 35

36. Buying behavior:
Consumer decision-making varies with the type buying decision. Complex and expensive
purchases are likely to involve more buyer deliberation and more participants. Assael
distinguished four types of consumer buying behavior based on the degree of buyer involvement
and the degree of differences among brands.
Major factors influencing buying
Behavior
The buyer‘s behavior is influenced by four major factors which are as follows:
Factor influencing consumer behavior:Cultural factors
Culture
Subculture.
Social class.
Social factors
Reference group.
Family.
Roles and statuses.
Personal factors
Age and stage in the life cycle.
Occupation.
Economic circumstances
Life style.
Psychological factors
Motivation
Page 36

37. Perception.
Learning
BUYER CHARACTERISTICS:INFLUENCING CONSUMER:
Cultural
Social
Personal
Psychological
B
Reference
Sub culture
Social class
Age & Life
Groups
Culture
Occupation
Motivation
Y
Economics
Perception
E
Circumstance
Leading
R
Life style
Attitude &
Personality
Beliefs
Family
Role
&
U
Strategies
Philip kottler
Marketing management
Page 37

38. CULTURAL CHARACTERISTICS
The broadest influence on the buyer is the buyer cultural characteristics, particularly the
buyer‘s culture, sub-culture and social class identification.
CULTURE:
It is the most fundamental determinant of wants and behavior whereas of lower creatures
is largely by instinct, human behavior is largely learned. The new baby as it grows up in a
society will earn a basic of socialization involving the family and other Key institutions.
SUB-CULTURE:
Each culture contains similar groups or sub-groups and each of those provides more
specific identification and socialization for its members.
SOCIAL CLASS:
Virtually all-human societies exhibit social satisfaction. Satisfaction may take the form
of a cast system where the numbers of different castes are reared for certain roles and cannot
change their caste membership.
Several features:
Persons within given class tends to behave more alike.
Persons as ranked as occupying inferior or superior position.
It is measured as weighted function of one‘s occupation, income, wealth,
education, value orientation etc..
It is continues rather than discrete, with individuals able to move into a higher
social class or drop into a lower one.
SOCIAL CHARACTERISTICS:
It includes reference group, family and status of the buyer.
Page 38

39. REFERENCE GROUPS:This group influence the person‘s attitudes, opinions and values. Some are primary
groups such as family; close friends, neighbors and fellow worker and other are secondary
groups such as fraternal organization & professional association. Groups they are not members
of called Inspirational groups also influence people. Sports heroes & motive starts are typical
members of these groups.
1. FAMILY:
Of all the face groups, a person‘s a family undoubtedly plays the largest & most enduring
role in influencing has or her attitudes. Opinions & values from the family the person acquires a
mental set not only towards religion, politics & economics but also towards personal ambition,
self worth & loves. Even if the buyer no longer interacts very much with his or her family, the
family influence on the unconscious behavior of the buyer can be strong.
2. ROLE & STATUSES:
A person participates in many groups throughout life family other reference groups,
organizations & institution.
The person will have a certain position in each group that can be defined in terms of role &
status. Each role has a status attached to it. This reflects thegeneral esteem according to that role
in society or in the eyes of the immediate group.
III. PERSONAL CHARACTERISTICS:
The buyer‘s age and life cycle occupation, economic circumstances, life style & personality
also influence a buyer decision.
1. AGE AND LIFE CYCLE
The concept of family life cycles has been developed to help identity possible changing
wants, attitudes & values, as people grow older. Seven stages of the family life cycle have been
distinguished.
The bachelor stage
: young, single people.
Page 39

40. Newly married couples
The fullness I
: young no children.
: young married couples with youngest
Child under six.
The fullness II
: young married couples with youngest
Child six or over.
The fullness III
: older married couples with
Depending on children.
The emptiness
: older married couples with no
Children are living with them.
The solitary survivors
: older single people.
2.OCCUPATION
Persons occupation will lead to needs and wants for goods services. A blue cooler
worker will buy work clothiers & work shoes. His or her company president buys expensive
goods.
3. ECONOMICS CIRCUMSTANCES
People‘s economic circumstances will greatly affects the goods & services they consider
& buy. Their circumstances consist of their income saving & asset, borrowing power & attitude
towards spending versus saving.
4. LIFE STYLE
People coming from some sub-culture, social class, and even occupational group can
choose to lead quite different life styles. Marketers believe that person‘s products and brand
choices are a key indicator of his of her life style.
Page 40

41. 5. PERSONALITY
Personality describes the organization of the individuals distinguishing character trait
attitudes and habits. Each person has a distinct personality marketed by such traits as their
degree of extraversion versus introversion impulsiveness versus deliberativeness, creativity
versus conventionality and activeness versus passiveness.
IV. PSYCHOLOGICAL CHARACTERISTICS
Four major Psychological process motivation, perception learning & beliefs & attitudes
also influence a person‘s buying choice.
A.MOTIVATION
A person will recognize himself or herself as having all kinds of needs at any point in
time. Some needs are, Biogenic need for food, drink, sex and bodily comfort.
Psychogenic – such as need for recognition, response or variety of experience.
A motive is stimulated need that it sufficiently pressing to direct the person towards the
goal of satisfying the need.
B.LEARNING:
A motivated person is ready to act.
How the motivated person decides to act is
influenced by him or her perception of the situation. Two people in the same motivated state and
objective situation may act quite differently because they perceive the situation differently.
When people act, they experience direct and indirect effect, which influence their future
behavior learning, is the name given to the change in an individual behavior arising from
experience most of behavior is learned.
C.BELIEFS AND ATTITUDES:
Through the learning process, people acquire their beliefs and attitudes. These in turn
influence their behavior.
Page 41

42. A belief is a descriptive thought that a person holds about something manufacturers are
very much interested in the beliefs that people carry in their heads about their products and
services.
An attitude describes a person enduring favorable or unfavorable condition evaluation,
emotional, feeling and action tendencies towards some objects or idea. Attitudes function in
people‘s level to enable them to have a fairly consistence behavior towards similar classes of
objects.
1. BUYERS CHARACTERISTICS:
To understand buyer characteristics we should understand cultural, social, personal and
psychological factors.
1.1 Product characteristics
1.2 Seller characteristics
1.3 Situational characteristic
1.1 PRODUCT CHARACTERISTICS:
Various characteristics of the product that is quality and backup services will influence
the buying outcome.
1.2 SELLER CHARACTERISTICS:
Characteristics of the seller that is retailer‘s knowledge, ability, friendliness and services
will influence the buying outcome.
1.3 SITUATIONAL CHARACTERISTICS:
Various situational factors that are time pressure, time of the year, weather chance meeting
with friends and the current economic outlook will also influence the buying decision.
All four components of buying situation- buyer product, seller and situation interact to
product the buying outcome.
Page 42

43. CHAPTER-5
DATA INTERPRETATION
Page 43

44. Table 1: Table showing on Age of respondents
YEARS
No. of Respondents
Percentage
BELOW-20
2
2%
20-30
37
37%
30-40
42
42%
40-50
17
17%
ABOVE-50
2
2%
Total
100
100%
Age Chart
BELOW-20
20-30
30-40
40-50
ABOVE-50
2% 2%
17%
37%
42%
INTERPRETATION
It is obvious from the table that the respondent who is in the age group of 30-40 years has
preferred the John Deere Tractor
when to other groups.
The second place goes to the
respondent whose age group is in between 20 to 30 and their percentage is 37%
Page 44

45. Table 2: Mode of sales
Particulars
No. of Respondents
Percentage
Cash
5
5%
Credit
95
95%
TOTAL
100
100%
Sales
5%
Cash
Credit
95%
INTERPRETATION
Among the 100 members 95% respondents were purchase by credit and remaining were by cash.
Page 45

46. Table3: Source of purchase
Particulars
No. of Respondents
Percentage
Showroom
72
72%
Friends
25
25%
Relatives
3
3%
total
100
100%
Sources of Purchase
Showroom
Friends
Relatives
3%
25%
72%
INTERPRETATION
From the above table, it was explained that among 100 respondent 72% of them were
purchased in the show room, 25% of them from friends and rest 3% of them from relatives.
Page 46

47. Table 4: In which season do you prefer to buy a Tractor?
Spring
56
Summer
26
Autumn
11
Winter
7
Autumn
11%
Winter
7%
Spring
Summer
26%
Spring
56%
Summer
Autumn
Winter
Interpretation: Out of 100 respondents 56% prefer to buy Tractor in spring, 26% prefer to buy
Tractor in summers, 11% prefer to buy Tractor in autumn, and rest 7% prefer to buy Tractor in
winter.
Page 47

48. Table 5: Which financial factor influences you most while buying a Tractor?
Price
24
Loan facility
23
Buy back scheme
16
Discounts
25
Personal selling
12
Price
Loan facility
Buy back scheme
Discounts
Personal selling
Personal selling
12%
Price
24%
Discounts
25%
Buy back scheme
16%
Loan facility
23%
Interpretation: Out of 100 respondents 24% influenced by price, 23% influenced by loan
facility, 16% influenced by BUY back scheme, 25% influenced by discounts and rest 12%
influenced by personal selling.
Page 48

49. Table 6: To which extent does these factors affects your choice of a Tractor?
Brand Name
18
After Sale Service
18
Availability of spare parts
19
Work to be taken with the Tractor
16
Coverage Area
16
Fuel Efficiency
11
Warranty
2
Brand Name
After Sale Service
Availability of spare parts
Work to be taken with the Tractor
Coverage Area
Fuel Efficiency
Warranty
2%
11%
18%
16%
18%
16%
19%
Page 49

50. 7. Are you aware of John Deere Tractors?
Table7
Yes
Are you aware of John Deere Tractors
No
90
10
Graph 7
aware of John Deere Tractors
10%
Yes
No
90%
Interpretation: According to 100 respondents 90% of them say yes they are aware of John
Deere Tractors.
Page 50

51. 8. Did you consider buying John Deere Tractor?
Table 8
Yes
Did you consider buying a John Deere Tractor
No
86
14
Graph 8
Yes
No
14%
86%
Interpretation: According to 100 respondents 86% of them say they will consider buying a John
Deere Tractors and rest 14% of them say they will not consider buying a John Deere Tractor.
Page 51

52. 9. Were you approached by a John Deere Representative / Salesman?
Table 9
Yes
No
Where you approached by a John Deere
Representative/salesman
97
3
Graph 9
Yes
No
3%
97%
Interpretation: According to 100 respondents 97% of them say Yes they were approached by a
John Deere representative/salesman and rest 3% say No they were not were approached by a
John Deere representative/salesman.
Page 52

53. 10. Did you approached the John Deere Dealer or John Deere Showroom?
Table 10
Yes
No
Did you approach the John Deere Dealer or John Deere
Showroom
73
27
Graph 10
Yes
No
27%
73%
Interpretation: According to 100 respondents 73% say Yes they approaches the John Deere
Dealers or John Deere Showroom and rest 27% say they do not approaches the John Deere
Dealers or John Deere Showroom.
Page 53

54. 11. Were you given any explanation about the company?
Table 11
Yes
Were you given any explanation about the company
No
95
5
Graph 11
Yes
No
5%
95%
Interpretation: According to 100 respondents 95% of them says Yes they have got explanation
about the company.
Page 54

55. 12. Were you given any explanation about the dealership?
Table 12
Yes
Were you given any explanation about the dealership
No
89
11
Graph 12
Yes
No
11%
89%
Interpretation: According to 100 respondents 89% of them say yes they have got explanation
about the dealership.
Page 55

56. 13. Were you invited to the dealership?
Table 13
Yes
Were you invited to the dealership
No
98
2
Graph 13
2%
Yes
No
98%
Interpretation: According to 100 respondents 98% of them say Yes they were invited to the
dealership.
Page 56

57. 14. Were you given any explanation about the product feature and quality?
Table 14
Yes
Were you given any explanation about the product feature and quality
No
92
8
Graph 14
Yes
No
8%
92%
Interpretation: According to 100 respondents 92% of them say yes they were given any
explanation about the product feature and quality.
Page 57

58. 15. Were you told about the following benefits of the John Deere Tractors?
Table 15
Yes
No
Fuel Efficiency
97
3
Hi-tech hydraulics
96
4
Graph 15
Fuel Efficiency
Hi-tech hydraulics
96
97
4
3
Yes
No
Interpretation: According to respondents 97 of them say yes that John Deere Tractors are Fuel
Efficient, and 96 of them say yes John Deere Tractors are Hi-tech Hydraulics.
Page 58

59. 16. Were you give any explanation on the annual savings from purchasing a John Deere
Tractors?
Table 16
Yes
No
Were you give any explanation on the annual savings from purchasing a
John Deere Tractors
80
20
Graph 16
Yes
No
20%
80%
Interpretation: According to 100 respondents 80% of them say yes they were given explanation
on the annual savings from purchasing a John Deere Tractors and rest 20% of them say No they
were not given any explanation on the annual savings from purchasing a John Deere Tractor.
Page 59

60. 17. Were you offered a test drive on John Deere Tractors?
Table 17
Yes
Were you offered a test drive on a John Deere Tractors
No
100
0
Graph 17
Yes
No
0%
100%
Interpretation: According to 100 respondents 100% of them say yes they were found a test
drive on a John Deere Tractors.
Page 60

61. Table 18: Awareness regarding the Models of John Deere tractors
SL.NO
PARTICULARS
OFBRANDS)
(NO NO
OF PERCENTAGE
RESPODENTS
1
JOHN DEERE 5036
26
26%
2
JOHN DEERE 5038
21
21 %
3
JOHN DEERE 5045
27
27%
4
5
JOHN DEERE 5050
JOHN DEERE 5060
17
9
17%
9%
TOTAL
100
100%
Graph: 18
Awareness regarding the Models
JOHN DEERE 5060
9%
JOHN DEERE 5050
17%
JOHN DEERE 5036
26%
JOHN DEERE 5036
JOHN DEERE 5038
JOHN DEERE 5045
27%
JOHN DEERE 5038
21%
JOHN DEERE 5045
JOHN DEERE 5050
JOHN DEERE 5060
INTERPRETATION
It has been further observed from the table that 27% of the share is given to JOHN DEERE 5045
in the market 5036 is 26%, JOHN DEERE 5038 is 21%, JOHN DEERE 5050 is 17% JOHN DEERE
5060 is 9%.
Page 61

62. Table 19: Showing The Pricing Policy
OCCUPATION
No. of Respondents
Percentage
Very High
32
32%
High
67
67%
Reasonable
1
1%
TOTAL
100
100%
Graph: 19
Occupation
Very High
High
Reasonable
1%
32%
67%
INTERPRETATION
Above diagram indicates that the price policy followed by this company for its tractors quite
attractive and very low when compared to other competitors.
Page 62

63. Table 20: Respondents Response about the Mileage
Mileage
No. of Respondents
Percentage
0-5km/liter
29
29%
5-10 km/liter
31
31%
Above-10km/liter
40
40%
total
100
100%
Graph 20
Mileage
0-5km/liter
5-10 km/liter
Above-10km/liter
29%
40%
31%
INTERPRETATION
The above table clearly reveals that the majority of the respondents, i.e. 40% tune
of have preferred this John Deere tractor as it gives more mileage i.e. above 10 km/Ltr.
Page 63

64. 21. How do you describe John Deere Tractors Pvt. Ltd., Bathinda / your Tractor on
following attributes?
Table 21
High Quality
24
Expensive
28
Brand Image
20
Well built (design & shapes)
15
Value for money
13
Graph 21
High Quality
Expensive
Brand Image
Well built (design & shapes)
Value for money
13%
24%
15%
20%
28%
Interpretation: Out of 100 respondents 24% describe John Deere Tractors Pvt. Ltd., Bathinda
as high quality, 28% describe as expensive, 20% describe as brand image, 15% describe as well
built and rest 13% describe as value for money.
Page 64

65. LIMITATION OF THE STUDY:The study has undertaken during the training in John Deere tractors, Bathinda, only few
aspects of consumer behavior could be studied on.
The study is confined to only Bathinda region. The sample size chosen for the
questionnaire was only ‗100‘ & that may not represent the true picture of consumer
behavior about the John Deere Tractors. The current study is limited only to mopeds.
Analysis of data collected from questionnaire was done on the assumption that the
respondents have given the correct information.
Preferences and responses of customers would change over a period of time.
Recommendations made are within the limited information and experience of the
researcher.
Page 65

66. CHAPTER-6
FINDINGS &
SUGGESTIONS
Page 66

67. FINDINGS & SUGGESTIONS
Findings
A study has been conducted to understand the consumer‘s behavior, beliefs, brand loyalty, brand
image and attitude towards John Deere tractors. Following are the findings from data analysis
It has been observed that 61% of the respondents purchased tractors by cash and 72%
among them through show room.
It is found that 56% of respondents prefer to buy Tractor in spring and 25% of the
respondents influenced by discounts.
90% of the respondents are aware of John Deere Tractors and 86% will consider buying a
John Deere Tractors.
97 % of the respondents were approached by a John Deere representative/salesman and
73% approach the John Deere Dealers or John Deere Showroom.
It has been observed that 95 % of them have got explanation about the company and 89%
have got explanation about the dealership.
It is found that 98% of the respondents were invited to the dealership and 92% were
given any explanation about the product feature and quality.
80% of the respondents were given explanation on the annual savings from purchasing a
John Deere Tractors and all respondents were found a test drive on a John Deere
Tractors.
The price policy followed by this company for its tractors quite attractive and very low
when compared to other competitors.
The majority of the respondents 40%, i.e. tune of have preferred this John Deere tractor
as it gives more mileage i.e. above 10 km/Ltr and 28% describe it as expensive.
Page 67

68. SUGGESTIONS
Since there is an increasing demand for John Deere Tractors in the market I suggested that,
Good positioning of John Deere Tractors is to be done to the target group to increase
sales of volume and market share.
In order to promote sale of vehicles of company should undertake massive advertisement
through different Medias. As there is a cut throat competition from the rivals in the
market, advertisement is must.
I suggested that John Deere Tractors should provide excellent sales service to the
customers, which will add to the company brand image.
The mileage given by the John Deere Tractors is good compare to the other tractors. Therefore I
suggest that the company should increase mileage of the John Deere Tractors by adopting the
latest technology in order to increase the sales volume
Page 68

69. CHAPTER: 7
CONCLUSION
Page 69

70. CONCLUSION
To conclude the summer project on "Customer Buying Behaviour towards John Deere
Tractors‖ Bathinda. I have received both favourable and unfavourable responses from the
respondents. I have met 100 customers of different places and accommodated at Bathinda
automotives and findings were enlightened to me. The project work has helped in studying and
understanding the practicalities of organisation.
The data was collected from various sources and also through the tools like questionnaire
and relevant interaction with Manager Bathinda automotives Bathinda and relevant interaction
with concerned persons. The need was identified in the form of findings and suitable suggestions
were put forth. in the form of suggestions.
It has been observed that most of the tractors are purchased by cash and through show
room.
Respondents prefer to buy Tractor in spring and influenced by discounts.
Most of the respondents are aware of John Deere Tractors and they will consider buying
a John Deere Tractors.
Respondents were approached by a John Deere representative/salesman and John Deere
Dealers or John Deere Showroom.
At the time of purchase respondents had been explained about the company and
dealership. Also they were invited to the dealership and given explanation about the
product feature and quality.
Respondents were given explanation on the annual savings from purchasing a John Deere
Tractors and provided test drive on a John Deere Tractors.
The price policy followed by this company for its tractors quite attractive when compared
to other competitors and also the outstanding mileage above 10 km/Ltr.
Page 70

71. BIBLIOGRAPHY
Page 71

72. BIBLIOGRAPHY
BOOKS
1. Marketing Management
- Philip Khotler
2. Principles of Marketing
- T.N Chaabra
MAGZINES:
The Business Today
INTERNET BROWSING:
Website:
www.kisanmitr.com
www.John Deeretractors.com
http://bhuwanchand.wordpress.com/2013/01/14/indian-agriculture-and-tractor-industryupdate-january-2013/
Page 72

73. Name: ______________________
ANNEXURE: QUESTIONNAIRE
1. What is your age?
Below-20
20-30
30-40
40-50
Above-50
2. What is your mode of sales to buy a tractor?
Cash
Credit
3. What is the source of purchase?
Showroom
Friends
Relatives
4. In which season do you prefer to buy a Tractor?
Spring
Summer
Autumn
Rainy
Winter
5. Which financial factor influences you most while buying a Tractor?
Price
Loan facility
Buy back scheme
Discounts
Personal selling
6. To which extent does these factors affects your choice of a Tractor?
Brand Name
After Sale Service
Availability of spare parts
Work to be taken with the Tractor
Coverage Area
Fuel Efficiency
Warranty
7. Are you aware of John Deere Tractors?
Yes
No
8. Did you consider buying John Deere Tractor?
Yes
No
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74. 9. Were you approached by a John Deere Representative / Salesman?
Yes
No
10. Did you approach the John Deere Dealer or John Deere Showroom?
Yes
No
11. Were you given any explanation about the company?
Yes
No
12. Were you given any explanation about the dealership?
Yes
No
13. Were you invited to the dealership?
Yes
No
14. Were you given any explanation about the product feature and quality?
Yes
No
15. Were you told about the following benefits of the John Deere Tractors?
Yes
No
16. Were you give any explanation on the annual savings from purchasing a John Deere
Tractors?
Yes
No
17. Were you offered a test drive on John Deere Tractors?
Yes
No
18. What is the awareness regarding the models of John Deere Tractors?
JOHN DEERE 3549-I
JOHN DEERE 4049-I
JOHN DEERE 5049-I
JOHN DEERE 4549-I
JOHN DEERE 6049-I
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75. 19. How you feel about the pricing policy of John Deere Tractors?
Very High
High
Reasonable
20. What is your response about John Deere Tractor‘s mileage?
0-5km/liter
5-10 km/liter
Above-10km/liter
21. How do you describe John Deere Tractors Pvt. Ltd., Bathinda / your Tractor on following
attributes?
High Quality
Expensive
Well built (design & shapes)
Brand Image
Value for money
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