CHAPTER I INTRODUCTION 1.

1 INTRODUCTION: Eicher Motors Limited (EML) (BSE: 505200, NSE: EICHERMOT) is an Indianautomaker company based in Gurgaon, India. It has around 2500 employees located in four manufacturing facilities and 49 marketing and area offices around India. The group has around 600 suppliers of components and sub-assemblies. The groups products are supplied by a network of around 381 dealers distributed across India. Eicher is present in over 40 countries The year 1997 was a difficult period for the automobile sector with the major Eicher Motors is a commercial vehicle manufacturer in India. The company's origins date back to 1948, when Goodearth Company was established for the distribution and service of imported tractors. In 1959 the Eicher Tractor Corporation of India Private Ltd. was established, jointly with theEicher tractor company, a German tractor manufacturer. In 1960 the first tractor produced in India was put on the market. Since 1965 Eicher in India has been completely owned by Indian shareholders. The German Eicher tractor was partly owned by Massey-Ferguson from 1970, when they bought 30 percent. Massey-Ferguson bought out the German company in 1973. In 2005 Eicher Motors Ltd. sold their tractors and engines business to TAFE (Tractors And Farm Equipment Ltd) of Chennai, the Indian licencee of Massey Ferguson tractors. The Eicher Group experienced a gross sales turnover of over INR 19,000 million ($US 424 million) in 2005 06. 1.2 OBJECTIVES OF STUDY There are certain objectives that researcher have fixed while preparing the project report for the Eicher Vehicles. They are as fallow: To study the dealer perception towards Eicher Vehicles. To know the efficiency of sales promotion in Chitradurga city. To know the reason for the purchase of Eicher Vehicles To know the performance and services given by the Eicher Showroom in Chitradurga city To analyze the marketing strategy adopted by Eicher Showroom To know the which people can be used the Eicher Vehicles.

1.3 SOCPE OF THE STUDY The scope of the study is restricted to the consumers attitudes and behaviour, like and response towards Eicher Vehicles in Chitradurga city This report includes the efforts that have been made by Eicher Showroom Chitradurga to improve the quality and push up the sales of Eicher Vehicles and survey includes the post purchases few prospective consumers of product and their behaviour towards the Eicher Vehicles. This proportion of consumers in selecting particular of vehicle has dragged me to study the features of Marketing strategy regarding the Eicher Vehicle.

1.4 METHODLOGY For the preparation of this project report, both primary and secondary data has been collected. PRIMARY DATA Primary data have been collected through the personal interview from the respondents. The survey had been made on the basis of random sampling method. Questionnaires had been passed to the respondents. The survey had been made in between businessmen, professionals, students, employed persons and agriculturists. It has been conducted with middle class, high class and lower class of people. SECONDARY DATA The secondary data has been collected for various published literatures. The information regarding has been collected through report or records provided by the dealer of Eicher Vehicles. 1.5 LIMITATIONS OF STUDY 1. The survey is conducted only on limited respondents. The data and opinion collected are assumed to be objective. This study was done only in restricted area. The survey is conducted only on opinions of the respondents. Inadequate secondary data. Small size of the sampling plan. 1.6 CHAPTRISATION:

This project includes or divided into nine categories of lessons: 1. Introduction 2. History of Heavy Vehicles 3. Company profile 4. Product profile 5. Dealer profile 6. Marketing Strategy 7. Analysis and interpretation of data 8. Findings, suggestion and conclusions