Abel Project

CONSUMER BUYING BEHAVIOUR TOWARD ABEL EARTH MOVERS
INTRODUCTION OF PROJECT
An Overview Of Consumer Satisfaction & Buying Behavior
Consumer Satisfaction & Buying behavior refers to the mental and
emotional process and the observable behavior of consumers during
searching, purchasing and post consumption of a product or service.
Consumer Satisfaction & Buying behavior involves study of how people buy,
what they buy, when they buy and why they buy. It blends the elements
from psychology, sociology, sociopsychology, anthropology and economics. It
also tries to assess the influence on the consumer from groups such as
family, friends, reference groups and society in general.
Buyer behavior has two aspects: the final purchase activity visible to any
observer and the detailed or short decision process that may involve the
interplay of a number of complex variables not visible to anyone.
Factors Affecting Consumer Satisfaction & Buying Behaviour:
Consumer buying behaviour is influenced by the major three factors:
1. Social Factors
2. Psychological Factors
3. Personal Factors.
Social Factors
Social factors refer to forces that other people exert and which affect
consumers’ purchase behaviour. These social factors can include culture
and subculture, roles and family, social class and reference groups.
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Psychological Factors
These are internal to an individual and generate forces within that
influence her/his purchase behaviour. The major forces include motives,
perception, learning, attitude and personality.
Personal Factors
These include those aspects that are unique to a person and influence
purchase behavior. These factors include demographic factors, lifestyle, and
situational factors.
Definition:
Consumer buying decision process is the processes undertaken by
consumer in regard to a potential market transaction before, during and
after the purchase of a product or service.
Consumer decision making process generally involves five stages:
Search Post
Need
Recognition Information Alternative Purchase
Evaluation Action Purchase
Need Recognition
Purchase decision making process begins when a buyer becomes
aware of an unsatisfied need or problem. This is the vital stage in buying
decision process, because without recognizing the need or want, an
individual would not seek to buy goods or service.
2
There are several situations that can cause problem recognition, these
include:
 Depletion of stock
 Dissatisfaction with goods in stock
 Environmental Changes
 Change in Financial Situation
 Marketer Initiated Activities
3
OBJECTIVES OF PROJECT
The primary objectives of the project are as mentioned below:
1. To assess the customer satisfaction level
2. Proper understanding and analysis of the ABEL India Ltd.
3. To study the brand image of ABEL India Ltd.
4. Proper understanding of promotional tools prevailing in the company.
5. To suggest the ways to promote ABEL as brand.
6. To know strength, weakness, opportunities and threat of ABEL brand
image.
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RESEARCH METHODOLOGY
Research can be defined as a scientific and systematic search for pertinent
information on a specific topic. According to Clifford Woody research
comprises defining and redefining problem, formulating hypothesis or
suggested solutions; collecting, organizing and evaluating data; making
deductions and reaching conclusions and at last carefully testing the
conclusions to determine whether they fit the formulating hypothesis.
Research methodology is a way to systematically solve the research problem.
It may be understood as the science of studying how research is done
scientifically.
3.2 Research design
A research design is the arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedure. In fact, the research design is the
conceptual structure within which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data. One may
split the overall research design into following parts:
a) The sampling design which deals with the method of selecting items to be
observed for the given study.
b) The observational design which relates to the condition under which the
observations are to be made.
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c) The statistical design which concerns with the question of how many
items are to be observes and how the information and the data gathered are
to be analyzed.
d) The operational design which deals with the techniques by which the
procedure specified in the sampling, statistical and observational design can
be carried out.
Need for a research design
Research design is needed because it facilitates the smooth sailing of the
various research operations thereby making research as efficient and
possible yielding maximal information with minimal expenditure of effort
time and money. It stands for the advance planning of the method used or
adopted for collecting the relevant data and the techniques to be used in
their analysis, keeping in view of the objectives, time and money.
The research design for my research is descriptive as well as exploratory.
Data sources:
The task of data collection begins after a research problem has been defined
and a research design has been chalked out. While deciding about the
methods of data collection, the researcher should keep in mind two types of
data:-
1. Primary data
2. Secondary data.
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The primary data are those data which are collected afresh and for the first
time, and thus happen to be original in character. The secondary data on
the other hand, are those which have already been collected by someone
else and which have already been passing through the statistical process.
The researcher would have to decide which sort of data he would be using
for his study and accordingly he will have to select one or the other method
of data collection. The methods of collecting primary and secondary data
differ since primary data are to be originally collected, while in case of
secondary data the nature of data collection work is merely that of collection
and compilation of information collected through various newspapers,
magazines and internet etc. In this research, I follow both the method of
data collection.
 This research involves both primary and secondary sources of data
collection.
 The information was collected and assembled from various websites,
newspaper and magazines.
Research approach
The approaches mainly opted by the researcher to get the result include
behavioral, survey, focus group, observational, experimental approaches etc.
For conducting this research the main approach used was survey approach
i.e. interviewing the consumers.
Research instrument
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The primary data was obtained during the course of doing research in a
systematic manner with the help of questionnaires and interviewing peoples.
Questionnaire method: this method of data collection is quite popular,
particularly in case of big enquires. In this method a questionnaire is sent to
the persons with a request to answer and return the questionnaire. A
questionnaire consists of a number of questions in a definite order on a form
or a set of forms.
The questionnaire used by me for the purpose of data collection was of
structured type. It was designed keeping in mind the research problem
which included close ended questions. The questionnaire was given to the
respondents who were expected to read and understand the questions and
write down the reply in the space meant for the purpose in the questionnaire
itself.
Sampling design
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or procedure the researcher would
adopt in selecting items for the sample.
Sample design may as well lay down the items to be included in the sample
i.e., the size of the sample. Sample design is designed before data are
collected. There are many sample designs from which a researcher can
choose. Some design is relatively more precise and easier to apply than
others.
Population
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Population refers to part of universe from which the sample for conducting
the research is selected. Universe and population can be same in some
researches. It may be finite or infinite. In finite universe the number of items
is certain, but in case of infinite the number of item is infinite i.e., we cannot
have an idea about the total number of items. The population for my study
is different respondent from villages and nearby Patna District.
Sampling unit
Sampling unit refers to smallest possible individual eligible respondent. In
my study the sampling unit is single individual user of EARTH MOVERS.
Sampling size
This refers to the total number of respondents selected from the universe to
constitute a sample. The size of the sample should neither be excessively
large, nor too small. It should be optimum. An optimum sample is one
which fulfills the requirement of efficiency, representativeness, reliability
and flexibility. The sample size for my research is hundred respondents.
Sampling techniques
In this research study, non-probability convenience sampling is opted for.
Convenience sampling is done purely on the basis of convenience or
accessibility. This sampling method has been mainly chosen because of
time, financial constraints and lack of expertise.
Sampling frame
Frame is the list of respondents i.e. list of all the users of different Earth
movers
Statistical analysis
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Data will be analyzed with the help of frequency distribution, percentages
and other suitable statistical tools.
Classification and tabulation transforms the raw data collected through
questionnaires and personal interviews into useful information by
organizing a compiling the bits of data contained in each of the hundred
questionnaires i.e., observation and responses are converted into
understandable and orderly statistics for further analysis and
interpretation.
Following applications of statistics are used to organize and analyze the
data:
 Simple tabulation of data using tally marks.
 Calculating the percentage of the responses.
Formula used:
Percentage= (number of responses/total responses)*100
 Graphical analysis by means of bar graphs and pie charts.
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LIMITATIONS TO THE RESEARCH
 As the data will be collected through questionnaire, there are chances
of biased information provided by the respondents.
 The survey is limited only to Patna Distt.
 As the sample size is small compared to the total population the
outcome cannot be generalized.
 The study was done for a short period of time, which might not
hold true over a long period of time.
 The area is too vast to research and the entire picture may be
varying if sample should be increase.
Respondents are basically villagers they usually not take more emphasis on
these questions.
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COMPANY PROFILE
ABOUT US
ABEL is a leading construction equipment manufacturing company in India.
It is situated in Faridabad, city in the state of Haryana, (just 35 KM from
New Delhi Airport). The group company was started in nineties and since
then its members have shaped ABEL with modern techniques & quality
processes. ABEL follows the world proven QMS (Quality Management
System).
ABEL manufactures the world class construction equipments working with
ISO 9001:2000 standards. ABEL machines are designed to provide higher
performance productivity with much better advantages at low cost.
For years, ABEL has been manufacturing the strongest, most reliable &
good quality of construction equipments which works as per your
expectations while working in various fields. ABEL is a low cost dream
machine with higher performance productivities & much better advantages.
ABEL has already proven its superiority & reliability to over 1000’s of its
users in a vast range of operations from loading to sweeping, waste material
handling, excavation as well as loading / dozing applications.
ABEL provides wide range of construction equipments for material handling,
loading & excavation purposes e.g. Backhoe Loader / Loader with different
dumping heights / Dozer / Sugar Cane Grabber / Cotton Grabber / Bale
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Grabber / Pallet Fork for excavation & material handling purposes with
various types of buckets as per the need of our prestigious customers.
ABEL also provide Deluxe cabin for the safety and luxury of customers.
ABEL, through its products give a complete range of situation in the form of
construction equipments. The Research & Development is given importance
to expand the product range.
The journey so far makes ABEL feel proud and the plans for the future gives
it the energy to show the best.
WHY ABEL
For years, ABEL has been manufacturing the strongest, most reliable &
good quality of construction equipments which works as per your
expectations while working in various fields. ABEL is a low cost dream
machine with higher performance productivities & much better advantages.
ABEL has already proven its superiority & reliability to over 1000’s of its
users in a vast range of operations from loading to sweeping, waste material
handling, excavation as well as loading / dozing applications.
Let’s take a look at some of the few more reasons that why ABEL is the right
machine for you , as we are providing our machines with ETRA mechanism.
ABEL Quality
ABEL has already taken the Quality Management System & registered under
ISO 9001:2000 Certified Co. Total quality is paramount at ABEL by
obtaining constant feedback from customers on the product. To achieve the
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superior quality & durability a continuous & sincere effort is made towards
investments in the art of manufacturing plant & process; move over regular
training is imparted to the technicians to maintain high quality of products.
ABEL believes in meeting the commitment of their own customers by
providing advance technology, high quality and low cost dream machine.
ABEL machines are a source of prosperity to our customers; henceforth it is
our endeavour to become a partner in the prosperity of our customers.
Excellent sales service ensures that the customer’s ABEL machine is
operational at all time.
In ABEL case, bigger is better...
A standard ABEL bucket, in most cases, is larger than the competitors high
capacities bucket. Since we have been manufacturing backhoe loaders &
loaders with various sizes in buckets, our buckets have been the best
buckets in the industry. Available from 0.5 Cu.M to 1.0 Cu.M in case of
front end loaders on 2wd & 4wd Earth movers whereas in case of backhoes
ranges start from 0.09 Cu.M to 0.24 Cu.M (according to the nature of work)
which are lifelong in comparison & provides higher performance.
ABEL Design matters.
It’s what you don’t see that really counts. ABEL has been manufacturing the
strongest, most reliable backhoe loaders in which we are providing the
backhoes & loaders as per your requirement which is ready to hit anywhere
- anytime. ABEL backhoes & loaders are a powerful heavy duty machines
designed for higher performance productivities at lower operating costs.
ABEL machines is a source of prosperity of our customers; henceforth it is
our endeavour to become a partner in the prosperity of our customers.
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ABEL Independent hydraulic
ABEL provides independent hydraulic system for fast & smooth functioning
of loader & backhoe which results in a big advantage of lower maintenance
& spare costs of EARTH MOVERS as we are not using the EARTH MOVERS
hydraulic to operate backhoe & loader attachments to EARTH MOVERS.
Are you playing the numbers game?
When you are shopping for a backhoe or loader, make sure you are
comparing apples to apples. Many companies test their machines at
different levels to get the more favourable results which is a total loss of all
your money once you receive the same at your end. At ‘ABEL’, let us know
what you want to do with your new loader or backhoe, and we will exceed
your expectations every time through which the latest loader & backhoe
technology can be yours at low cost.
ABEL Advantages
ABEL is manufacturing the construction equipments as per your
expectations which will result in higher performance productivities at low
cost. ABEL machines results in a big advantage of lower maintenance &
spare parts cost through our own sales & service team. ABEL have full -
fledged design team with innovative ideas for continuous improvement of
our product. Moreover our product support team is only a call away from
you for efficient & prompt service.
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PRODUCT DETAILS
FRONT END LOADER
Superior Loader Performance:
Shovel Capacity of 0.7cu.m with high breakout forces gives better loader
productivity. Loader maximum operating height is 3.8m & dumping height
is 2.8m at the angle of 450
Long Lasting Structure:
D section loader arm and chassis design gives lifelong structural durability
with ETRA mechanism.
EARTH MOVERS Require:
Minimum 50HP with Power Steering, Front tyres -7.50x16, Rear tyres
Industrial 16.9x28 & optional –Dual Clutch for Independent Hydraulic.
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Independent Hydraulic:
Optional, only if EARTH MOVERS inbuilt hydraulic capacity is slow to
match higher performance.
Optional On 4wd EARTH MOVERS:
Increased Shovel Capacity of 1.1cu.m provides extraordinary productivity.
Bucket Options:
 Grab Bucket (General Purpose)
 Pallet Fork (General Material Handling Purpose)
 Grab Fork ( General Log Handling Purpose)
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High Dump Loader - 13.5 ft +
Superior Loader Performance:
Shovel Capacity of 0.7cu.m with high break out forces gives better loader
productivity. Loader maximum operating height is 3.8m with tallest
dumping height 4.2m at the angle of 450.
D section loader arm and chassis design gives lifelong structural durability
with ETRA mechanism.
Increased Loading Height:
Lowest turning radius, excellent visibility and extra height at 13.9 ft give
“best in class” loader performance.
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Bucket Options:
 Multipurpose Bucket ( 6 in 1 Bucket for multiple uses)
 Please note that high dump buckets are only for loading purpose.
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Sugarcane Grabber
Superior Grab Loader Performance:
Grabbing Capacity of 0.7cu.m with high breakout forces gives better loader
productivity. Industrial material handling purpose loader with low turning
radius & excellent visibility. Loader maximum operating height is 3.8m &
dumping height is 2.8m at the angle of 450
D section loader arm and double chassis design gives lifelong structural
durability with ETRA mechanism.
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Bucket Options:
 Designed bucket as per the operation require.
 Pallet Fork (General Material Handling Purpose)
 Grab Fork ( General Log Handling Purpose)
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Super (Tudi Loader)
Extraordinary Loader Performance:
Increased shovel Capacity of 1 cu.m of low weight material like fly ash or
husk dumping at 5.8m (19 ft) with high breakout forces gives better loader
productivity. Special purpose loader made for better performance & more
productivity per hour according to nature of work only.
B05SUPER structures are specially built for special applications with the
following key features.
 Reinforced boom
 Heavy duty Structure with extended counter weight.
 Double chassis design gives lifelong structural durability with ETRA
mechanism.
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 Long carriage frame.
 Optional air compressor.
 Optional Roof with front glass, fog lights & side view mirrors
Optional Air Compressor:
Air compressor for cleaning the machine at your working site, increases
productivity.
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Back Hoe Loader
Powerful Loader Performance:
is 2.8m at the angle of 450
Improved Excavator Performance:
A 12.8 ft excavator with a massive boom support, protection on excavator
end hoses with a terrific tear out force to enhance the overall productivity of
the machine.
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Superior Design:
Combination of a EARTH MOVERS with back hoe loader attachment is more
economical and extra beneficial provides high productivity at low cost.
Bucket Options:
 0.8 cu.m Multipurpose Bucket ( six in one bucket)
 0.18cu.m (General Purpose)
 0.09cu.m (Trenching) Bucket
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4X4 Back Hoe Loader
Phenomenal Performance:
is 2.8m.
Improved Excavator Performance:
A 12.8 ft excavator with a massive boom support, protection on excavator
end hoses with a terrific tear out force to enhance the overall productivity of
the machine.
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Superior Design:
Combination of a EARTH MOVERS with a 4wd feature with back hoe loader
attachment is more economical and extra beneficial provides high
productivity at low cost.
4wd model, minimum 55HP with Power Steering, Front tyres -7.50x16, Rear
tyres Industrial 16.9x28 & optional –Dual Clutch for Independent Hydraulic.
Bucket Options:
 1cu.m Multipurpose Bucket ( six in one bucket)
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Land Leveler
Dozer Performance:
Mainly used in land levelling or material handling depends on the nature of
application in the field of construction, industrial or a farming.
Blade Size:
1800mm in below 50HP Earth movers & 2400mm in above 50HP Earth
movers.
Optional Canopy:
For the safety and a comfort to the operator.
Any model, minimum 35HP with Power Steering, Front tyres -7.50x16, Rear
tyres Industrial 16.9x28 & optional.
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EXCAVATOR LOADER
Engine:
76 hp fuel efficient Kirloskar / Simpson engine with increased size of coolers
for better performance in hot and dusty working conditions.
Durable Transmission:
Long life Carraro transmission with a rear axle, synchromesh gearbox for a
higher speed and lower cost of maintenance.
Phenomenal Loader Performance:
Shovel Capacity of 1.3cu.m loader bucket with high breakout forces gives
extraordinary loader productivity. Excellent visibility, improved front reach,
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lower turning radius, unmatched traction give ‘best - overall’ loader
performance.
D section loader arm and chassis design gives lifelong structural durability.
Unmatched Excavator Performance:
A 16 ft. excavator with a massive boom support, protection on excavator end
hoses with a terrific tear out force and bigger bucket size to enhance the
overall productivity of the machine.
Superior Design:
Increased diesel & hydraulic tank capacity provides long hours of
continuous duties, greatly add to the operator convenience.
Improved Operator comfort and safety:
Spacious cabin with ergonomic operator environment with instrument
console on the operator’s side results in long hours of fatigue free operation.
Operator seat is fully adjustable and plenty of leg room give extra comfort to
operator.
Unmatched style:
Sporty look with curved exteriors in dark grey - black and yellow colour
theme give a best style.
Bucket Options:
 1.3cu.m Multipurpose Bucket ( six in one bucket)
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THEORATICAL BACKGROUND
CONSUMER BUYING DECISION PROCESS
There are following five stages in consumer buying decision Process.
1. Problem identification:-
The buying process starts when the buyer recognizes a problem or need. The
need can be triggered by internal or external stimuli.
Marketers need to identify the circumstances that trigger a Particular need.
By gathering information from a number of consumers, Marketers can
identify the most frequent stimuli that spark an interest in a product
category. They can then develop marketing strategies that trigger consumer
interest.
2. Information Search:-
The consumer tries to collect information regarding various
products/service. Through gathering information, the consumer learns
about completing brands and their features. Information may be collected
form magazines, catalogues, retailers, friends, family members, business
association, commercial, chamber of commerce, telephone directory, trade
fair etc. Marketers should find out the source of information and their
relative degree importance to the consumers.
3. Evaluation of alternative:-
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There is no single process used by all consumers by one consumer in all
buying situations. There is several First, the consumer processes, some
basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product
solutions. The marketer must know which criteria the consumer will use in
the purchase decision.
4. Choice of purchasing decision:-
From among the purchase of alternatives the consumer makes the solution.
It may be to buy or not to buy if the decision is to buy. The other additional
decisions are:
Which types of bike he must buy from whom to buy a bike? How the
payment to be made? And so on.
The marketer up to this stage has tried every means to influence the
purchase behavior, but the choice is properly consumers. In the evaluation
stage the consumer forms preferences among the brands in the choice set.
The consumer may also form an intention to but the most preferred brand.
5. Post Purchase Behavior:-
After purchase the product, the consumer will experience the same level of
product. The Marketer’s job not end when the product is buying must
monitor post-purchase satisfaction, post-purchase action, post-purchase
use and disposal.
Post Purchase Satisfaction:-
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The buyer, S satisfaction is a function of closeness between the buyer, S
expectation and the products Perceiver performance. The larger the gap
between expectation and performance, the greater the consumer
dissatisfaction.
Post purchase Action:-
The Consumer, S satisfaction or dissatisfaction with the product influence
subsequent behavior. If the consumer satisfied, he or she will exhibit a
higher probability of purchasing the product again. Dissatisfaction
consumer may abandon and return the product.
Post-Purchase Use or Disposal:-
The marketer should also monitor new buyers use and dispose of the
product. If the consumer store the product in a close, the product is
probably not very satisfying. If the consumer throws the product away, the
marketer needs to know how they dispose of it; especially it can be hurt the
environment.
CHARACTERISTIC OF BUYER BEHAVIORS
The chief characteristics of the buyer’s behaviors are as Follow:-
(1) It consists of mental and physical activities which consumers
undertake to get goods and services and obtain satisfaction from
them.
(2) It includes both observable activities such as walking through the
market to examine merchandise and making a purchase and mental
activities-such as forming attitudes, perceiving advertising material,
and learning to prefer particular brands.
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(3) Consumer behaviors are very complex and dynamic to constantly
changing. And therefore, management need to adjust with the
change otherwise market may be lot.
(4) The individuals specific behaviors in the market place is affected by
internal factor, such as need , motives, perception, and attitudes, as
well as by external of environment influences such as the family
social groups, culture, economics and business influences.
AN OVERVIEW OF CONSUMER BUYING BEHAVIOUR
Consumer behaviour refers to the mental and emotional process and the
observable behaviour of consumers during searching, purchasing and post
consumption of a product or service.
Consumer behaviour involves study of how people buy, what they buy, when
they buy and why they buy. It blends the elements from psychology,
sociology, sociopsychology, anthropology and economics. It also tries to
assess the influence on the consumer from groups such as family, friends,
reference groups and society in general.
Buyer behaviour has two aspects: the final purchase activity visible to any
observer and the detailed or short decision process that may involve the
interplay of a number of complex variables not visible to anyone.
Factors Affecting Consumer Buying Behaviour:
Consumer buying behaviour is influenced by the major three factors:
1. Social Factors
2. Psychological Factors
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3. Personal Factors.
Social Factors
Social factors refer to forces that other people exert and which affect
consumers’ purchase behaviour. These social factors can include culture
and subculture, roles and family, social class and reference groups.
Psychological Factors
These are internal to an individual and generate forces within that
influence her/his purchase behaviour. The major forces include motives,
perception, learning, attitude and personality.
Personal Factors
These include those aspects that are unique to a person and influence
purchase behaviour. These factors include demographic factors, lifestyle,
and situational factors.
Definition:
Consumer buying decision process is the processes undertaken by
consumer in regard to a potential market transaction before, during and
after the purchase of a product or service.
Need Recognition
Purchase decision making process begins when a buyer becomes
aware of an unsatisfied need or problem. This is the vital stage in buying
decision process, because without recognizing the need or want, an
individual would not seek to buy goods or service.
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There are several situations that can cause problem recognition, these
include:
 Depletion of stock
 Dissatisfaction with goods in stock
 Environmental Changes
 Change in Financial Situation
 Marketer Initiated Activities
Example:
When a person recognizes that he/she is having a difficulty that
he/she is not able to travel with his/her family member. Then recognizes
that his/her must have car and needs to buy a new car.
Information Search
After the consumer has recognized the need, he / she will trying to
find the means to solve that need. First he will recall how he used to solve
such kind of a problem in the past, this is called nominal decision making.
Secondly, a consumer will try to solve the problem by asking a friend or goes
to the market to seek advice for which product will best serve his need, this
is called limited decision making.
Sources of information include:
 Personal sources
 Commercial Sources
 Public sources
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 Personal experience
Example: (continuing from previous…)
The person after recognizing that his/her need, he/she will
eventually try to find out how he/she can purchase the car. If he/she
cannot make a decision his/herself then he/she will ask a friend to help
out, if the friend do not have sufficient knowledge, he/she would go to
automobile showroom of a different company and try to get adequate
information regarding price, feature, performance and after sale service.
Alternatives evaluation
Consumers’ evaluates criteria refer to various dimension; features,
characteristics and benefits that a consumer desires to solve a certain
problem. Product features and its benefit is what influence consumer to
prefer that particular product. The consumer will decide which product to
buy from a set of alternative products depending on each unique feature
that the product offers and the benefit he / she can get out of that feature.
When that user got enough information concerning the different
brands of cars available in the market, he/she will decide which kind of car
and also which company or brand he/she is going to buy depending upon
his/her need.
Purchase Action
This stage involves selection of brand and the retail outlet to
purchase such a product. Retail outlet image and its location are important.
Consumer usually prefers a nearby retail outlet for minor shopping and they
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can willingly go to a far away store when they purchase items which are of
higher values and which involve higher sensitive purchase decision. After
selecting where to buy and what to buy, the consumer completes the final
step of transaction by either cash or credit.
After selecting company or brand of the car and model from
different alternatives of cars, he/she will make a final decision of where to
buying that car and make the final transaction procedures.
Post-purchase Actions
Consumer favourable post-purchase evaluation leads to
satisfaction. Satisfaction with the purchase is basically a function of the
initial performance level expectation and perceived performance relative to
those expectations. Consumer tends to evaluate their wisdom on the
purchase of that particular product. This can result to consumer
experiencing post purchase dissatisfaction. If the consumer’s perceived
performance level is below expectation and fail to meet satisfaction this will
eventually cause dissatisfaction, and so the brand and/ or the outlet will not
be considered by the consumer in the future purchases. This might cause
the consumer to initiate complaint behaviour and spread negative word-of-
mouth concerning that particular product.
If he/she decided to buy a car he/she will try to compare the
performance, speed, mileage and comfort of the particular car, whether they
meet his/her expectations. If he/she would find that his/ her expectations
are meet she will be satisfied, if she found that there are more additional
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features that he/she did not expect this car to have, she will be delighted,
otherwise she will be dissatisfied.
DATA ANAYSIS AND INTERPRETATION

Data analysis is an important part in any of the research as it fulfills the
purpose for which research is made. In this chapter analysis of every
question asked from consumer through the questionnaire is done. In this
part of my study the analysis of data is done from the basis of information
collected through the questionnaire with the help of table and graphs.
TABLE
Brand owned by the targeted consumers of Earth movers
Brand % age
ABEL INDIA 6
Escort/ford 30
Mahindra & Mahindra 28
Tafe/Massey 20
Swaraj 14
John deere 2
35
30
30 28
25
20
20
15 14
10
6
5 2
0
ABEL INDIA Escort/ford Mahindra & Tafe/Massey Swaraj John deere
Mahindra
FIGURE
INTERPRETATION
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From our research on the EARTH MOVERS users we find that mostly people
owned the Escort Earth movers and Mahindra & Mahindra Earth movers.
TABLE
PURPOSE OF USING THE EARTH MOVERS
Agriculture % Industial % Loading/unloading %
94 4 2
2 1
Agriciulture
Industial
Loading/unloading
47
INTERPRETATION
In our study on comparative analysis, we find that most of the people using
Earth movers for agricultural purposes and some of the users using EARTH
MOVERS as loading and unloading of sands, bricks etc like thing and some
small entrepreneurs using for industrial purposes.
40
TABLE
MAIN COSIDERATION WHILE PURCHASING EARTH MOVERS
Consideration % age
Price 4
Performance 90
Quality -
Brand image 6
100
90
80
70
60
50
40
30
20
10
0
Price Performance Quality Brand image
FIGURE
INTERPRETATION
The main consideration of buying the Earth movers is performance they not
bother about the price as shown above on the figures and same in case of
brand image and quality because performance automatically deals with
quality.
41
TABLE
HORSE POWER OF EARTH MOVERS
30-40 40-50 50-60

28 40 32
30-40 HP
40-50 HP
50-60 HP
INTERPRETATION
Generally people uses the Earth movers between 40-50 horse power range
due to less cost of these Earth movers and less expenses on maintenance
near about 32% respondents uses more than these limits but about 40%
using between above said limits.
42
TABLE
COST INCURRED ON EARTH MOVERS
Cost % age
2-4 lacs 28
4-6 lacs 64
>6 lacs 8
Cost
2-4 lacs
4-6 lacs
>6 lacs
FIGURE
INTERPRETATION
Around 54% respondents using the EARTH MOVERS costing 4 to 6 lacs and
28 % respondents using 2 to 4 lacs range Earth movers. Very few from our
sample space using EARTH MOVERS costing more than 6 lacs
43
TABLE
AWARENESS LEVEL OF ABEL INDIA EARTH MOVERS
Awareness level % age

Yes 100
No -
Awareness level
Yes
No
FIGURE
INTERPRETATION
Almost all the respondents are aware of the ABEL INDIA Earth movers. They
know about the brand of these Earth movers they basically like DI 740 III.
44
TABLE
SOURCE OF INFORMATION ABOUT ABEL INDIA EARTH MOVERS
Source of information % age

Newspaper -
Television 4
Displays 42
Social network 32
Dealers 22
45
40
35
30
25
20
15
10
0
Newspaper Television Displays Social network Dealers
FIGURE
INTERPRTATION
The respondents basically know from the displays and their social network
like relatives and friends. Respondents are less aware about the ads in
newspapers.
45
TABLE
FACTOR OF DISTINCTION AT THE TIME OF THE PURCHASE OF THE
EARTH MOVERS
Factor Of Distinction % age

Price 4
Promotional scheme 6
Engine performance 70
Technical advancement 20
factor of distinction
4%
20% 6%
Price
Promotional scheme
Engine performance
Technical advancement
70%
INTERPRETATION
Basically the respondents like the engine performance at the time of the
purchase of Earth movers only 4 % people go for the prices.
46
TABLE
BRAND PREFERANCES BY THE RESPONDENTS
PREFERENCE % AGE
ABEL INDIA 24
Farmtrac/ Escort 40
Mahindra & Mahindra 20
Eicher 2
Swaraj 8
John deere 6
40
35
30
25
20
15
10
0
Sonalika
Farmtrac/
Escort Mahindra &
Mahindra Eicher
Swaraj
John deere
FIGURE
INTERPRETATION
Around 40% people preferred farmtrac/escorts Earth movers and 24%

preferred ABEL INDIA and 20 % Mahindra and Mahindra
47
TABLE
SATISFACTION LEVEL OF THE EARTH MOVERS USERS WITH THEIR
PRESENT EARTH MOVERS
excellent satisfactory Good poor Very poor

52 42 6 - -
60
50
40
30
PERFORMANCE
20
10
0
excellent satisfactory good
48
SPECIFICATION %age
GEAR SYSTEM 14
ENGINE EFFI. 26
ACESSORIES 16
HYDRAULICS LIFTMENT 10
MILEAGE 34
TABLE
FUTHER EXPECTATION IN NEW EARTH MOVERS’S MODEL
35
30
25
20
15
10
0
GEAR SYSTEM ENGINE EFFI. ACESSORIES HYDRAULICS MILEAGE
LIFTMENT
FIGURE
INTERPRETATION
Basically people want new modification in engine efficiency and mostly

people go for developments in mileage.
49
CONCLUSION
ABEL INDIA has various advantages over its competitors such as low initial
cost, low fuel consumption, high speed, low maintenance cost, & easy
availability.
As EARTH MOVERS is meant for pulling load, ABEL INDIA has all these
qualities to pull maximum load due to high backup torque
People prefer farmtrac / ford Earth movers as per our research study and
people like engine performance as the main consideration of purchasing
Earth movers.
They basically affected by the displays in providing information regarding
new products so company should create some awareness regarding this and
make some hording on roads to attract EARTH MOVERS users with new
features mention on it.
Respondents are basically from village sides so they are not affected by the
newspapers, because in their daily life they never spent time on newspaper
and their purchasing decision followed by dealers, social network and
hoardings.
50
SUGGESTIONS
Through EARTH MOVERS market is highly competitive in India and ABEL
INDIA is relatively new brand. Hence ABEL INDIA need a strong positioning.
As ABEL INDIA EARTH MOVERS is capable of pulling more load and
unbeatable and unchallengeable features. ABEL INDIA must be positioned
as a EARTH MOVERS, which is most economical and ideal for heavy load
work.
Product awareness:
For promotion of a new product awareness is most important factor. As all
the farmers contacted are aware of ABEL INDIA Earth movers and their
features and specifications. This can be done through organizing kisan
melas, exhibitions and effective demonstration at village level.
Here opinion leaders can play a vital role. Opinion leader is a person whose
opinion is given high weight age by common people like sarpanchs.
Company should also concentrate on this factor.
 Besides these points we would like to suggest few more things:
 More & more emphasis on R & D must be given
 Spare parts must be easily available for different models of Earth
movers
 Become a cost leader in field of Earth movers
 Provide better after sale service to develop better relation with dealers
51
BIBLIOGRAPHY
1. WWW.ABEL INDIA.COM
2. SEARCH ENGINE (GOOGLE AND YAHOO)
3. ABEL INDIA LIBRARY
4. MAGAZINES (INDIA TODAY)AND JOURNALS
5. NEWSPAPERS
52
QUESTIONNAIRE
Name of the customer:
Contact Number:
1) Which brand of EARTH MOVERS you are currently using?
ABEL INDIA Escorts Mahindra & Mahindra Tafe

Swaraj
John Deere New Holland
Please Mention company’s particular brand name of EARTH MOVERS

…………………………….
2) For which purpose you are using EARTH MOVERS?
Agriculture Industrial purpose Loading Unloading
3) During purchase of EARTH MOVERS what was your consideration?
Price Performance Quality Brand Image
After Sale Services Hydraulic liftment power Mileage

Hp
4) How much horse power is it? Mention………………
5) What cost did you incurred to procure it?
2-4lac 4-6lac More than 6lac
6) Are you satisfied with the features provided by company in your EARTH
MOVERS?
Yes No
If no then reason is ………………………………
7) Are you aware of ABEL INDIA Earth movers?
Yes No
8)If yes, how did you come to know about ABEL INDIA Earth movers?
53
Newspapers Television Displays Friends/Relatives
Festivals/Social functions Dealers
09) Is after sale service of this product is easily available to you in near
market?
Yes No
10) Are you satisfied with after sale service provide by company?
Yes No
11) From which factor you feel that this company’s EARTH MOVERS is
different from another company’s
Earth movers?
Price Promotional schemes Engine performance
Technical advancement any other specifies ………..
12) Rate your preferences among the different brands of Earth movers?
ABEL INDIA Farmtrac Mahindra & Mahindra Eicher

Swaraj
John Deere Ford Any other

mention…………………………….
13) How has been the performance of your EARTH MOVERS?
Excellent Satisfactory Good Poor Very poor
14) What will you think that this EARTH MOVERS fulfill your all
requirements?
Strongly Agree Agree Can’t says Disagree

Strongly Disagree
15) What kind of development you want to have in new model?
Gear System Engine Efficiency Availability of

Accessories
Hydraulic Liftment Efficiency Mileage Any Other
54
Any suggestions
55

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CONSUMER BUYING BEHAVIOUR TOWARD ABEL EARTH MOVERS

Consumer Satisfaction & Buying behavior refers to the mental and

emotional process and the observable behavior of consumers during

searching, purchasing and post consumption of a product or service.

from psychology, sociology, sociopsychology, anthropology and economics. It

family, friends, reference groups and society in general.

interplay of a number of complex variables not visible to anyone.

Factors Affecting Consumer Satisfaction & Buying Behaviour:

Consumer buying behaviour is influenced by the major three factors:

consumers’ purchase behaviour. These social factors can include culture

These are internal to an individual and generate forces within that

influence her/his purchase behaviour. The major forces include motives,

perception, learning, attitude and personality.

purchase behavior. These factors include demographic factors, lifestyle, and

Consumer buying decision process is the processes undertaken by

consumer in regard to a potential market transaction before, during and

after the purchase of a product or service.

Consumer decision making process generally involves five stages:

Recognition Information Alternative Purchase

Evaluation Action Purchase

Purchase decision making process begins when a buyer becomes

aware of an unsatisfied need or problem. This is the vital stage in buying

decision process, because without recognizing the need or want, an

individual would not seek to buy goods or service.

 Dissatisfaction with goods in stock

 Change in Financial Situation

 Marketer Initiated Activities

1. To assess the customer satisfaction level

2. Proper understanding and analysis of the ABEL India Ltd.

3. To study the brand image of ABEL India Ltd.

4. Proper understanding of promotional tools prevailing in the company.

5. To suggest the ways to promote ABEL as brand.

6. To know strength, weakness, opportunities and threat of ABEL brand

information on a specific topic. According to Clifford Woody research

comprises defining and redefining problem, formulating hypothesis or

suggested solutions; collecting, organizing and evaluating data; making

deductions and reaching conclusions and at last carefully testing the

conclusions to determine whether they fit the formulating hypothesis.

Research methodology is a way to systematically solve the research problem.

It may be understood as the science of studying how research is done

3.2 Research design

A research design is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevance to the research

purpose with economy in procedure. In fact, the research design is the

conceptual structure within which research is conducted; it constitutes the

split the overall research design into following parts:

observed for the given study.

observations are to be made.

procedure specified in the sampling, statistical and observational design can

Need for a research design

Research design is needed because it facilitates the smooth sailing of the

various research operations thereby making research as efficient and

possible yielding maximal information with minimal expenditure of effort

their analysis, keeping in view of the objectives, time and money.

The research design for my research is descriptive as well as exploratory.

time, and thus happen to be original in character. The secondary data on

of data collection. The methods of collecting primary and secondary data