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Consumer Buying Behaviuor John Deere: August 2016
Consumer Buying Behaviuor John Deere: August 2016
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Dr Bhadrappa Haralayya
LINGARAJ APPA ENGINEERING COLLEGE BIDAR
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NATIONAL
John Deere equipment private Ltd dist. Pune-412208 Maharashtra India agriculture
John Deere India private limited Patiala Punjab 147001 India agriculture
John Deere India Pvt. Ltd Dewas (Madhya Pradesh) India agriculture
REGIONAL
Bidar
Basavakalyan
Gulbarga
Bangalore
Mysore
shivmoga
INFRASTRUCTURE FACILITY
WEAKNESS
Limited global brand awareness and penetration compared to a few industry leaders
OPPORTUNITIES
Deere’s capability to quickly budge into fresh rising market
Collaboration and tie – ups with global companies
THREATS
Labor and workforce issues Economy ,interest rates and Government regulations
FUTURE GROWTH AND PROSPECTS
Financing environment remains conductive, given that tractor loans quality as priority sector
landing and risk – reward is more favorable than other segments if collection machinery is
strong. The share of private financiers has risen to 58-60% from 28% 3-4 years ago.
FINANCIAL STATEMENT
BALANCE SHEET ON JOHN DEERE
(Rs. Cr…)
2016 2015 2014 2013
Assets
Cash and cash equivalents 4,335.8 4162.2 3504.0 4652.2
Marketable securities 453.5 437.4 1624.8 1470.4
Receivables from an unconsolidated affiliates 16.5 33.3 31.2 59.7
Trade accounts and notes receivable-net 3011.3 3051.1 3758.2 3799.1
Financing receivable-net 23702.3 24809.0 25632.7 22159.1
Financing receivable securitized-net 5126.5 4834.6 4153.1 3617.6
Other receivables 1018.5 991.2 1464.0 1790.9
Equipment on operating leases-net 5901.5 4970.4 3152.2 2527.8
Inventories 3340.5 3817.0 4934.7 5170.0
Property and equipment-net 5170.6 5181.5 5466.9 5011.9
Investments in unconsolidated affiliates 232.6 303.5 221.4 215.0
Goodwill 815.7 726.0 844.8 921.2
Other intangible assets-net 104.1 63.6 77.1 105.0
Retirement benefits 93.6 215.6 551.1 20.2
Deferred income taxes 2964.4 2767.3 2325.4 3280.4
Other assets 1694.0 1583.9 1274.7 1465.3
Total assets 57981.4 57947.6 59016.3 56265.8
Liabilities and stock holder equity
Liabilities
80
70
60
50
40
30
20
10
0
John Deere Mahindra Ford Others
Interpretation –
From the above graphs it is showing that 72% of the respondents use John Deere tractor, 12% of
the respondents use Mahindra, 8% of the respondents use ford and 8 % of the respondents use
others brands.
4.2 What extent of possibility of buying a John Deere in future?
Scale No of respondent Percentage
Yes 40 80
May be 7 14
No 3 6
Total 50 100
90
80
70
60
50
40
30
20
10
0
Yes May be No
Interpretation-
From the above graphs it is showing that, 80% of the respondents show positive attitude for
buying john Deere in future, 14% of the respondents said may be and remaining 6 % of the
respondents said no.
4.3 Factor influenced on purchasing of John Deere tractor?
Scale No of respondent Percentage
Well known brand 26 52
High quality 12 24
High technology 10 20
Others 2 4
Total 50 100
60
50
40
30
20
10
0
Well known brand High quality High technology Others
Interpretation-
As per above graphs 52% of the respondent purchase john Deere tractors due to well known
brand, 24% of the respondent purchase because of high quality, 20% of the respondent purchase
due to high technology and 4% of the respondent purchase because of other reasons.
4.4 Road side beak down service?
Scale No of respondent Percentage
Excellent 22 44
Good 20 40
Average 6 12
Poor 2 4
Total 50 100
50
45
40
35
30
25
20
15
10
0
Excellent Good Averagre Poor
Interpretation-
As per above graphs 44% of the respondents feel that company provides excellent road side
service, 40% of the respondents said good, 12% of the respondents said average and 4 % of the
respondent said poor.
4.5Whether people of service station Co-operative?
Scale No of respondent Percentage
Yes 44 88
No 6 12
Total 50 100
100
90
80
70
60
50
40
30
20
10
0
Yes No
Interpretation-
From the above graph it is showing that 88% of the respondents said the company provides good
service and is co-operative and 12% of the respondents said no.
4.6How many tractors companies Do you know?
Scale No of respondent Percentage
One 1 2
Two 2 4
Three 7 14
More than three 40 80
Total 50 100
90
80
70
60
50
40
30
20
10
0
More than three Three two One
Interpretation –
As per above graphs it is found that 80% of the respondent know more than three tractor
companies, 14% of the respondent know three, 4% of the respondents know two and 2 % of the
respondents know one.
4.7 Opinion about the advertisement of John Deere?
Scale No of respondent Percentage
Excellent 26 52
Good 14 28
Average 7 14
Poor 3 6
Total 50 100
60
50
40
30
20
10
0
Excellent Good Average Poor
Interpretation-
As per above graphs 52% of the respondents opinion about advertisement excellent, 28% of the
respondent opinion is good, 16% of the respondent opinion is Average, and 6% of the
respondents opinion is poor
4.8 Suggestion for changes in John Deere ?
Scale No of respondent Percentage
No 40 80
Yes 10 20
Total 50 100
90
80
70
60
50
40
30
20
10
0
No Yes
Interpretation-
As per above graphs 80% of the respondents Suggested no changes in John Deere and 20% of
the respondent said yes.
4.9 How do you know about John Deere Tractor?
Scale No of respondent Percentage
Television programs 26 52
Friends/Family 10 20
Authorized Dealer 8 16
Others 6 12
Total 50 100
60
50
40
30
20
10
0
Television Program Friends/Family Authorized Dealer Others
Interpretation-
As per above graphs 52% customer came to know about the John Deere tractor through
television program 20% respondents know by friends/family,16% respondents know by
authorized dealer and 12% Respondents know by others.
4.10 Are you satisfied with John Deere Tractor price?
Scale No of respondent Percentage
Satisfied 29 58
The Price is too high 13 26
The Price is too low 6 12
Unsatisfied 2 4
Total 50 100
70
60
50
40
30
20
10
0
Satisfied The price is too high The price is too low Unstisfied
Interpretation-
As per above graphs 58% of the customer are satisfied with John Deere tractor price, 26% of the
respondents said the price is too high, 12% respondents said the price is too low and 4% of the
respondents are unsatisfied with the price.
4.11 What are the important elements in tractor buyers?
Scale No of respondent Percentage
Brand 28 56
Quality 12 24
Price 8 16
Others 2 4
Total 50 100
60
50
40
30
20
10
0
Brand Quality Price Others
Interpretation-
As per above the graphs 56% customers considered brand as important elements in tractor
purchase 24% respondents are satisfied with their Quality and 16% respondents are acceptable
with Price and 4% respondents prefer others .
FINDINGS
Majority of respondents said that Companies road side breakdown service is excellent.
The company provides good service to the customer.
Most of the respondents prefer news papers as a media for awareness about john deere
tractors.
Majority of Respondents suggested no changes in John Deere.
Majority of customers came to know about john deer through television programme.
The more number of respondents satisfied with company tractor selling price.
SUGGESTION
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 creative media. As there is a cut throat competition from the rivals in
the market, advertisement is must.
CONCLUSION
To conclude the project on “CONSUMER BUYING BEHAVIOUR TOWARDS ON JOHN
DEERE TRACTORS” AT BIDAR. I have received both favorable and unfavorable responses
from the respondents. I have met 50 customers of different places and accommodated at
KESHAV ENTERPRISES BIDAR and findings were enlightened to me. The project work has
helped in studying and understanding the practicalities of organization.
The study of “consumer buying behavior towards on John Deere Tractor Bidar the data was
collected from various sources and also through the tools like Questionnaire 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.
BIBLIOGRAPHY
BOOKS
1. Marketing management - Philip Khotler
2. Principles of Marketing - T.N Chaabra
MAGZINES:
The business Today
INTERNET BROWSING:
Website:
www.kisanmitra.com
www.Johndeere.com
www.google.com
ANNEXURE
QUESTIONNAIRES
NAME :
OCCUPATION :
LOCATION :
MALE/ FEMALE :
1 .How many tractors companies do you knows?
a) One b) Two
c) Three d) More than Three
2. Which tractor are you using?
a) John Deere b) Mahindra
c) Ford d) Others
3. What elements do you think are most important when you are buying a tractor ?
a) Brand b) Price
c) Quality d) Others
4. In your opinion how is the advertisement of john Deere Tractor?
a) Excellent b) Good
c) Average d) Poor
5. According to you which is the best media of Advertisement?
a) Billboards b) Hoardings
c) News Paper d) Magazines
6. How do you Evaluate John Deere tractor?
a) Very good b) Good c) Average d) Poor
7. To what Extent is your Possibility to buy a John Deere when you want to buy in future?
a) Definitely yes b) Yes
c) May be d) No
8. What are the factors that influence on your purchasing of john Deere tractor?
a) Well known brand b) High Quality
c) High technology d) others
9. What do you think of the Performance of John Deere tractor in its Quality according to
your Experience?
a) Excellent b) Good
c) Average d) Poor
10. Do you feel satisfy with price of John Deere tractor?
a) Satisfied b) The price is too high
c) The price is too low d) Unsatisfied
11. Did you take any financial help for the purchasing tractor?
a) Yes b) No
If yes, which type of help………………….
12. How do you know about John Deere tractor?
a) Recommended by friends/ family / experts
b) Television programs
c) Authorized Dealer
d) Others
13. What do you think of the authorized dealer of John Deere tractor according to your
Experience?
a) Excellent b) Good
c) Average d) Poor
14. If you have contacted John Deere for service were all problems solved?
a) Yes b) No
15. What do you Think of the degree of satisfaction of John Deere tractor ?
a) Very satisfied b) satisfied
c) average d) Unsatisfied
16. Based on your Overall experience would you visit this service center again?
a) Yes b) No
20. Would you like to suggest any changes to be in the John Deere Company?
a) Yes b) No
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