CONSUMER BEHAVIOR

TOWARDS
PRESENTED BY: VIKAS
ESCORT TRACTORS
ROLL NO.

: 13366

PANIPAT INSTITUTE OF ENGINEERING AND

TECHNOLOGY

To gather information about customer behavior toward Escort tractor in the

geographic region of Haryana.
To know the customer perception about features, maintenance cost and looks
of tractor.
To know the customer satisfaction about the comfort and the safety provided
by ESCORTS.
To provide suggestions, in improving the customer satisfaction and the
company sales and profitability.
To know the customer satisfaction towards the after sales service offered by
Escorts Limited.

COMPANY
INTRODUCTION

TRACTORS
Farmtrac
Powertrac
Escort

CROP
SOLUTIONS

ENGINE &
LUBRICANTS
GENSETS

Agriculture
Application
NonAgriculture
Application

Suraksha

Escort G
Series Engines
Escort
Gensets

Response

No. Of Customer

Percentage %

Less Than 1,50,000/-

25

25

1,50,001 To 3,00,000

45

45

3,00,001 To 5,00,000

20

20

Above 5,00,000

10

10

Total

100

100

Response

Satisfied

Dis-Satisfied

Total

Respondents

70

30

100

Percentage %

70

30

100

Factor
Features
Low maintenance
Comfort
Looks
After sales service
Total

No of Respondents
12
40
12
10
26
100

Percentage%
12
40
12
10
26
100

Factor

Respondents

Percentage%

Extremely satisfied

27

27

Satisfied

49

49

Neutral

17

17

Dissatisfied

Total

100

100

Customer Opinion Toward Safety and Comfort

Factor

Respondents

Percentage%

Extremely satisfied

23

23

Satisfied

47

47

Neutral

20

20

Dissatisfied

10

10

Total

100

100

Factor
Extremely satisfied
Satisfied
Neutral
Dissatisfied
Total

Respondents
20
40
27
13
100

Percentage%
20
40
27
13
100

Factor
Extremely satisfied
Satisfied
Neutral
Dissatisfied
Total

Respondents
23
51
21
5
100

Percentage %
23
51
21
5
100

Factor
Extremely satisfied
Satisfied
Neutral
Dissatisfied
Total

Respondents
20
49
21
10
100

Percentage %
20
49
21
10
100

Response
Agricultural purpose

No. of customer
51

Percentage %
51

Commercial purpose

49

49

Modes

Respondent

Percentage %

By Newspaper

40

40

Relatives

25

25

By Tv

10

10

Friends

25

25

Total

100

100

Response

Very
good

Good

Average

Bad

Very bad

Total

Respondents

20

47

21

12

100

Percentage%

20

47

21

12

100

Problems

Respondents

Percentage %

Oil leakage in hydraulic

45

45

Low load capacity of hydraulic

25

25

Low life of Engine

20

20

No Problem

10

10

Total

100

100

Response

No. of customer

Percentage %

Yes

57

57

No

43

43

Total

100

100

Factor
Very Good

Respondents
15

Percentage%
15

Good

55

55

Average

21

21

Bad

Total

100

100

ESCORTS LIMITED has good percentage of customer satisfaction according to the

data shown.
Most of the people are satisfied with its low maintenance cost and after sales service
provided by Escorts.
Based on the fuel consumption, most of the people are satisfied with it.
Based on the safety, comfort, design, maintenance most of the people are satisfied with
it.
Overall people are satisfied with the performance of the Escort tractor.

 The scope of the study is limited to the respondents are selected from Palwal and
nearby places in Haryana.
The project is carried out for the period of 45 days.
The sample unit was also 100.
However, Escorts limited (tractor showrooms) are located in other places i.e. locally
and even in the neighboring states. Only opinion of respondents of Palwal and nearby
places was considered for finding out of opinions of respondents.

Escorts Limited has to implement good customer relationship

management strategy that enhances customer satisfaction level.
The company can go for the undertake R&D to improve the existing
feature which help in increase the customer satisfaction.
The company should promote about the entire feature offered by it.
As majority of the customer give opinion that they are satisfied from
Escorts but still there is need to enhance services and design of the
product.

The project is based on the study of Consumer Buying Behavior towards the Escort
Tractors. It is said that more than 50% respondents are satisfied with the product of
Escorts Agri Ltd. and have a positive perception towards the company. Consumers are
using the Escorts products for Agricultural and Commercial purposes.
The market of Farmtrac tractor is prosperous and customer perception is good.
Hydraulic leakage, hydraulic not lifting proper load are the few problems which occur in
Farmtrac Tractor. Apart from this company is facing a stiff competition from mahindra &
mahindra, swaraj, sonalika etc.