Consumer Satisfaction

A STUDY ON CUSTOMER SATISFACTIOIN REGARDING AFTER SALES SERVICES OF
AUTHORIZED AARAV AGRO PREET TRACTOR DISTRIBUTOR
INTRODUCTION ABOUT INDUSTRY
Tractors in India is a major industry and significant contributor to its agriculture output gains.
In 1947, as India gained independence from British colonial empire, the level of agriculture
mechanization was low. The socialist oriented five-year plans of the 1950s and '60s
aggressively promoted rural mechanization via joint ventures and tie-ups between local
industrialists and international tractor manufacturers. Despite these efforts, the first three
decades after independence local production of 4-wheel tractors grew slowly. By the late
1980s tractor production was nearly 140,000 units per year, and a prevalence rate of less than
2 per 1,000 farmers.
After economic reforms of 1991, the pace of change increased and by late 1990s with
production approached 270,000 per year. In early 2000s, India overtook the United States as
the world's largest producer of four-wheel tractors. FAO estimated, in 1999, which of total
agricultural area in India, less than 50% is under mechanized land preparation, indicating
large opportunities still exist for agricultural mechanization.
In 2013, India produced 619,000 tractors accounting for 29% of world's output, as the world's
largest producer and market for tractors. India currently has 16 domestic and 4 multinational
corporations manufacturing tractors.
1945 to 1960
War surplus tractors and bulldozers were imported for land reclamation and cultivation in
mid-1940s. In 1947 central and state tractor organisations 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. There were 8,500 tractors in use in 1951, 20,000 in 1955 and 37,000 by
1960.
1961 to 1970
Local production began in 1961 with five manufacturers( Eicher, Gujarat Tractors, TAFE,
Escorts, M&M) producing a total of 880 units per year. By 1965 this had increased to over
5000 units per year and the total in use had risen to over 52,000. By 1970 annual production
had exceeded 20,000 units with over 146,000 units working in the country.
1971 to 1980
Six new manufacturers were established during this period although three companies
(Kirloskar Tractors, Harsha Tractors and Pittie Tractors) did not survive. HMT, a large public
sector unit, began manufacturing Agricultural Tractors in 1972 under the HMT brand name
with technology acquired from Zetor of the Czech Republic. Escorts Ltd. began local
manufacture of Ford tractors in 1971 in collaboration with Ford, UK and total production
climbed steadily to 33,000 in 1975-76
1981 to 1990
A further five manufacturers(Auto Tractors, Haryana Tractors, United Auto Tractors, Asian
Tractors, VST Tillers) began production during this period but only Last one survived in the
increasingly competitive market place. Annual production exceeded 75,000 units by 1985 and
reached 140,000 in 1990 when the total in use was about 1.2 million. Then India - a net
importer up to the mid-seventies - became an exporter in the 1980s mainly to countries in
Africa.
1991 to 1997
Since 1992, it has not been necessary to obtain an industrial license for tractor manufacture in
India. By 1997 annual production exceeded 255,000 units and the national tractor population
had passed the two million mark. India now emerged as one of the world leaders in wheeled
tractor production.
1997 to 1999
Five new manufacturers have started production since 1997. In 1998 Bajaj Tempo, already
well established in the motor industry, began tractor production in Pune. In April of the same
year New Holland Tractor (India) Ltd launched production of 70 hp tractors with matching
equipment. The company is making a $US 75 million initial investment in a state-of-the-art
plant at Greater Noida in Uttar Pradesh state with an initial capacity of 35000 units per year.
Larsen and Toubro have established a joint venture with John Deere, USA for the
manufacture of 35-65 hp tractors at a plant in Pune, Maharashtra and Greeves Ltd will
produce tractors under similar arrangements with Deutz-Fahr of Italy. Looking to South
American export markets Mahindra and Mahindra are also developing a joint venture with
Case for tractors in the 60-200 hp range. Total annual production was forecast to reach
300,000 during the following year.
1999 to present
Facing market saturation in the traditional markets of the north west (Punjab, Haryana,
Western Uttar Pradesh) tractors sales began a slow and slight decline. By 2002 sales went
below 200,000. Manufacturers expanded into eastern and southern India markets in an
attempt to reverse the decline, and began exploring the potential for overseas markets.
In 2013, India produced 619,000 tractors accounting for 29% of world's output. It is the
world's largest producer and market for tractors. India currently has 16 domestic and 4
multinational corporations manufacturing tractors.
Prevalence and market share
Tractors are getting widespread acceptance in India. Kotaks and ICRA reports estimate that
nearly 4.3 million tractors were in operation, and 1 in 20 rural households owned a tractor in
2011. They project that the market will grow at 7% to 8% per year, and only 19% of Indian
rural farming households that can afford a tractor have as yet purchased a unit. Designs that
allow multifunctional use, adapted to local needs and rural constraints, are experiencing
higher demands. Five companies account for over 80% of the market share - Mahindra and
Mahindra (largest at 40% share), TAFE, Escorts, ITL-Sonalika, and John Deere.
Current manufacturers of tractors in India
ACE Tractors
Action Construction Equipment Limited (ACE) began manufacturing of Tractors in 2009 by

launching two models in 35 / 45 HP categories. At present it is manufacturing 3 models by
introducing 55 HP models in 2011.In Oct.2013 Ace Tractors reached a milestone of selling
20,000+ tractors in India and Nepal. ACE has its manufacturing plants in Faridabad
(Haryana), Kashipur/Bajpur (Uttrakhand).
Angad Tractors
Main article: SAS Motors Limited
Balwan Tractors, Force Motors Ltd
Main article: Force Motors Ltd
Formerly known as Bajaj Tempo Ltd. until 2005, Force Motors Ltd., makers of India's
ubiquitous 3-wheeler Tempos since 1957 in a collaboration with Vidal & Sohn Tempo Werke,
Germany. In 1999 began production of Ox and Ox 45 Brand Tractors both which
incorporated transmission technology from the German manufacturer ZF. Additional line
Balwan was introduced in 2004 and between the lines Force Motors offers a line of two-
wheel and four-wheel tractors in a horsepower range from 10 to 50 HP. In India BALWAN
600 launched shortly. It has a 60 HP engine. Balwan Tractors are one of the good tractors in
India for agricultural purposes. They have a Benz engine.
Captain Tractors Pvt. Ltd
Founded in May 1994 and located in Rajkot, India, Captain Tractors manufactures mini-
tractors under the Captain brand.
Crossword Agro Industries
Located in Rajkot, India, Crossword manufactures small tractors under the Nissan, Atmak
and Captain brand names.
Eicher
Main article: Eicher Motors
In 1949, Eicher GoodEarth, was set up in India with technical collaboration with Gebr. Eicher
a of Germany, imported and sold about 1500 tractors in India. On 24 April 1959 Eicher came
out with the first locally assembled tractor from its Faridabad factory and in a period from
1965 to 1974 became the first fully manufactured (100% indigenisation) tractor in India. In
December 1987 Eicher Tractors went public and in June 2005 Eicher Motors Limited sold
Eicher Tractors & Engines to a subsidiary of TAFE called TAFE Motors and Tractors
Limited.
Eicher also produced tractors under the Euro Power and Eicher Valtra brands under license
from Valtra, an AGCO brand.
Escorts
Main article: Escorts Group
Escorts began local manufacture of Ford tractors in 1971 in collaboration with Ford, UK and
total production climbed steadily to 33,000 in 1975, reaching 71,000 by 1980. Ford (Ford -
New Holland) was sold in 1992. Ford Motor Company proper quit the tractors business, but
the name was allowed to continue as per agreement until 2000, when Escorts relabelled its
Ford models under the Escort brand. Escort manufactures produces construction and
agriculture tractors in the 27-75 HP range and has already sold over 600,000 tractors. Its
tractors are marketed under three brand names, Escort, Powertrac and Farmtrac.
Farmer Tractor
Based in Rajkot, Gujarat, Farmer Tractor is production the Farmer Tractor DI 1200, using a
Greaves four stroke, direct injection, 12 HP diesel engine.
HMT Tractors
Main article: Hindustan Machine Tools
HMT is a large public sector unit and began manufacturing Agricultural Tractors in 1972
under the HMT brand name with technology acquired from Zetor of the Czech Republic. It
manufactures its tractors in Pinjore, Panchkula in a large factory that also manufactures
machine-tools, and Hyderabad It has a capacity of 20,000 tractors per annum. In the
Machine-tool company is a large foundry. It produces tractors in a range from 25 HP to 75
HP. HMT has also exported tractors to the USA under the Zebra brand, which were marketed
by Zetor distributors and dealers there. The company is controlled by the Ministry of Heavy
industry that provides to the public its financial performance.
Indo Farm
Founded in Baddi, Himachal Pradesh, India in 1999, Indo Farms builds tractors in the 33 to
90 hp range. The company is also manufacturing 9 to 18 ton cranes and 15 to 50 kv silent
generator sets. Ursus Poland is its technical partners. The company is exporting their products
to many countries and their manufacturing is fully computerized.
John Deere
Main article: Deere & Company
The company has a very good Marketing network across India having 13 area offices and
around 225 dealers. In 2000, John Deere set up production in a joint venture with Larsen &
Toubro Ltd in Sanaswadi, in a rural area near Pune, Maharashtra. It was known as L&T John
Deere Private Ltd, and manufactured tractors under the L&T - John Deere name for sale in
India, and under the John Deere name for worldwide sales.
In 2005, Deere & Company acquired nearly all the remaining shares in this joint venture. The
new enterprise, is known as John Deere Equipment Private Limited. The factory currently
produces tractors in of 35, 38, 40, 42,45, 50, 55, 65, 75 and 89 HP capacities for domestic
markets and for export to the USA, Mexico, Turkey, North and South Africa, and South East
Asia. Pune factory started to produce new 55 to 75 Hp 5003 series tractors for European
market in 2008.
John Deere India Private Limited is a subsidiary of Deere & Company, USA in India. Its
factory, located at Sanaswadi, 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, supply management, embedded systems and
technical authoring for companys operations worldwide. John Deere Water, formed by the
acquisitions of Plastro Irrigation Systems, T-Systems International, and Roberts Irrigation
Products.
Mahindra Gujarat Tractor Limited (MGTL)
Main article: Mahindra Gujarat
The company was originally incorporated in the state of Gujarat in 1964 with technical
collaboration with Motokov-Praha of Czechoslovakia as Gujarat Tractor Corporation Ltd. It
was taken over by Mahindra & Mahindra Limited on 17 December 1999 (holds 60% equity)
and re-christened Mahindra Gujarat Tractor Ltd as part of Mahindra Group. The company is
engaged in manufacturing of tractors in a range of 30-60 hp which are marketed under
Shaktimaan brand.
Mahindra Gujarat Tractor Limited (MGTL) has its Head Office at Vadodara.
Mars Group
Originally established in 1976, the MARS Group is engaged in manufacturing/marketing of

dump trucks, loaders, foggers, and agricultural tractors and attachments. Based in Lucknow,
U.P., it began manufacturing two mini-tractor models under the Marshal name in 2005,
Captain DI 2600 of 25 HP and Trishul MT DI 625 10 HP.
New Holland Fiat India
Main article: New Holland Ag
Preet Tractors
Preet Agro began manufacturing tractors in 2002 at Nabha, Punjab, India. They currently
manufacture in the 35-70 hp range.
SAME Deutz-Fahr (India) Private Ltd.
Main article: SAME_Deutz-Fahr
Same Deutz-Fahr (India) Private Limited manufacture tractors at their Ranipet facility near
Chennai. They currently manufacture in the 45-70 hp range.
Sonalika (International Tractors Ltd.)
Main article: Sonalika Tractors
International Tractors Limited was incorporated on 17 October 1987 and began

manufacturing tractors designed by Central Mechanical Engineering Research Institute
(CMERI). Its engines were initially designed on the successful HMT brand of engines, and
gearbox as per PTL design. ITL currently is manufacturing Sonalika tractors between 18 HP
to 90 HP, and the Renault CERES brand between 60HP to 90HP. ITL went into collaboration
with Renault Agricultural of France in July 2000. Renault Agriculture is a subsidiary of the
Renault Group. Renault Agriculture was bought by CLAAS of Germany in 2003. Incidentally
CLAAS already has a strong presence in India market producing its Crop Tiger range of
Combine Harvesters in a plant in Faridabad (near New Delhi) since 1992. CLAAS opened a
new plant in Punjab at Morinda in 2006. Sonalika is now having collaboration with Yanmar,
and raised its production to 200 tractors per day.
Standard
Standard Combine began building tractors in Barnala, Punjab, India. In Standard Tractors,
tractors are being manufactured in the range of 35, 45, 50, 60, and 75 HP with respective
model names: Standard 335, Standard 345, Standard 450, Standard 460, and Standard 475.
Engines for all these tractor models, except the last one, are manufactured within the plant as
Standard Engines, in specific names SE 335, SE 345, SE 450 and SE 460, respectively.
All the above-mentioned models of Standard Engines have shown compliance to the TREM-
III emission norms, as have been verified by the ARAI. However, two new variants of tractor
of 35 hp (Standard 335-I) and 45 hp (Standard 345-I), equipped with famous Perkins engines
(assembled within the Standard Tractors plant), and two completely new models of tractor of
30 hp (Standard 330) and 40 hp (Standard 340) are on the verge to be launched. Besides
these, three 3-wheelers (two passenger-carriers and one cargo), one 4-wheeler (cargo), a
crane, an electric 3-wheeled mini-car, and two 2-wheelers (scooters) are either in the process
of development or on the verge of launch from the Standard Tractor Division.
TAFE - Tractors and Farm Equipment Limited
Tractors and Farm Equipment Limited (TAFE) was established in 1961 to manufacture and
market Massey Ferguson tractors and related farm equipment in India. AGCO, the owner of
Massey Ferguson, now owns 24% of TAFE. Tractors are built and sold in India under both
the TAFE and Massey Ferguson brands, and exported under both brands as well. In 2005,
TAFE bought the Eicher Motors tractor and engine division.
VST Tillers
VST Tillers was set up in 1965 in Bangalore, India. In collaboration with Mitsubishi
Agricultural Machinery of Japan, they manufacture 18HP tractors under various brands,
including Mitsubishi-Shakti', Shakti, Eurotrac-VST and Euro-Trac. They have been exported
to Asia, the Middle East, Europe and the USA.
Previous Indian Tractor Companies
Tractor companies that did not survive and were not acquired by other companies are:
Auto Tractors Ltd., Pratapgarh
Established in 1979, Auto Tractors Ltd. (ATL) had a manufacturing plant at Pratapgarh, Uttar
Pradesh, and were making tractors with 28 bhp (21 kW) Leyland engines. It was established
with 40% state money and the remainder an IDBI Bank loan. Production began in September
1981, but with severe supply problems and an outmoded product they only produced 2,380
tractors in their nearly ten years of existence. This was less than the projected production for
the first two years alone.The company and assets were sold to automaker Sipani in 1991, who
focused on producing diesel tractor engines (at over five times the rate of ATL themselves)
but built some tractors as well.
After having been liquidated, the last of the company assets were offered for sale by the Uttar
Pradesh state government in 2008.
Asian Tractors Ltd
Began building tractors in 1989 from their own designs.
Ford Tractors
See also: Fordson tractor
Main article: New Holland Ag
Ford (formerly Ford Tractor Division) began producing Ford Tractors in India in 1972 with a
tie up with Escorts. In 1986 Ford acquired New Holland and tractor operations was
transferred to Ford-New Holland and made into an independent corporation. In 1991, Fiat
began an arranged purchase of Ford-New Holland that was completed in 1993, ending Ford
Motor Company's long history of tractor production. The deal required that New
Holland/FIAT stop using the Ford name. New Holland India Pvt Ltd began production of
tractors in India in 1998.
Harsha Tractors
In 1975, Harsha Tractors Ltd began manufacturing tractors in conjunction with Motoimport
of Russia. Tractor production never amounted to much, and has since ceased.
Haryana Tractors Ltd
As a part of Pratap Steel Rolling Mills Ltd., Haryana began building tractors from their own
designs in 1983.
Kirloskar Tractors
See also: Kirloskar Group
Founded in co-operation with Deutz-Fahr of Germany in 1974. It has since ceased to

manufacture tractors. However, the company continues to manufacture engines under license
from Deutz.
Pittie Tractors
Pittie Tractors was set up by a young and dynamic engineer - Shrikant Pittie and started out
as Pittie Tools. The Pittie family are prominent industrialists in Pune and the family set up the
first private industry in Pune - The Raja Bahadur Motilal Poona Mills Ltd. in 1893. Pittie
Tractors indigenously developed and manufactured tractors and was well set to capture a
large share of the market in India. However, due to an unfortunate labour strike at one of its
critical vendors, followed by a similar strike at its own plant, the company lost nearly a year
of production. As a result, the company fell into financial difficulty and ultimately had to
wind-up operations.
United Auto Tractors Ltd.
Began in 1986 in conjunction with Uzina Tractorul of Romania.
Tractor Manufacturers Association
The Tractor Manufacturers' Association of India (TMA) is housed under The Confederation
of Indian Industry (CII), New Delhi. Though not all manufacturers are members TMA is
recognised as the main trade group representing the agricultural tractor industry in India.
Avinash Patankar, Sr. Vice-President of Mahindra Farm Division is the current President of
TMA.
COMPANY PROFILE
PREET India's leading manufacturer of Combine Harvesters, Agriculture Tractors &

Agricultural implements, started its journey way back in the year 1980. Initially the company
was producing Straw Reapers, Threshers and other Agricultural Implements. Three years later
Mr. Hari Singh (Managing Director) founded PREET Agro Industries. In 1986 with the help
of his younger brother Mr. Gurcharan Singh (Director) they successfully made first Tractor
Driven Combine Harvester. They continued their Research & Development work and they
introduced PREET 987, The most admired & successful Self Propelled Combine Harvester of
India that brought huge success to PREET.
Incepted as a small scale unit today PREET is India's largest Combine Harvester
Manufacturer. PREET is market leader in segment of Self Propelled Combine Harvester.
PREET Combines are manufactured in fully automated plant equipped with latest machine
tools that meets highest standards of industry. With highly experienced technicians and
world-class infrastructure, PREET has been able to produce high quality agricultural products
and prominent after sales service. Due to transparency in business practice and utmost quality
products PREET has become a brand name in Indian agricultural market as well as in
international market.
PREET manufacturers following Products:
PREET 987 - Self Propelled Combine Harvester.
PREET 987 - Self Propelled Combine Harvester with AC cabin.
PREET 7049 - Maize Special Combine Harvester.
PREET 7049 - Self Propelled Combine Harvester with AC cabin.
PREET 749 - Mini Self Propelled Combine Harvester.
PREET 849 - Mini Self Propelled Combine Harvester.
PREET 949 - Track Combine Harvester with Straw Walker.
PREET 949 TAF - Track Combine Harvester with Axial Flow.

PREET Combine Harvester Highlights.
Market Leader in Self Combine Harvester segment for the 15 years.
Ideal for Harvesting of Wheat, Paddy, Sunflower, Maize Grams & Pulses.
Tested & Approved by Govt. of India, Ministry of Agriculture.
Registration Certificate Copy Available.
Approved for Loan from Leading Banks.
Just NOT that's IT! The great visionary Mr. Hari Singh (M.D.) took a new inicitiative and
founded PREET Tractors Pvt. Ltd. This firm started the production of Agricultural Tractors
under the brand name PREET in 2002. PREET Tractors that are available in range of 35 to 60
HP are tested and approved by Govt. of India and Ministry of Agriculture. Within the short
span of time PREET Tractor has become one of Top 5 Tractor manufacturers of India.
PREET Tractors has always been up to date in terms of technology, be it TREM II
compliance or the latest TREM III. PREET Tractors are passed through all the technical and
environmental tests as required by Govt. norms.
PREET TRACTORS Private Limited. Manufactures following products:
PREET 3549 (35 HP Tractor)
PREET 6549 (65 HP Tractor with Optional 4WD)
PREET 7549 (75 HP Tractor with Optional 4WD)
PREET 9049 (90 HP Tractor 4WD)

PREET Tractor Highlights.
Fitted with TREM III Approved Engine.
Duel Clutch.
Reverse PTO.
POWER Steering (Optional).
Highly Powerful & Fuel Efficient.
Turbocharged (Optional).
Presence in Domestic & Overseas Market.
PREET is the most trusted name when it comes to Combine Harvesters and agricultural
products. PREET has share of 40% in Indian Self Propelled Combine Harvester category.
PREET Combine Harvesters and PREET Tractors are also exported to developing countries
like Pakistan, Burma, Nepal, Sri Lanka, Bhutan, Afghanistan, Bangladesh, South Africa,
Sudan, Saudi Arabia, Egypt, Iraq etc.
MANUFACTURING Plant Facility.
PREET has state-of-art manufacturing plant. The products are manufactured on a fully
automated assembly line using latest machine tools and equipments that are highest in
industry standards. In house R & D department ensures that the products manufactured are up
to date in terms of technology and also compliances with environmental guidelines given by
Government of India.
The Plant is equipped with:
HMC Machines.
VMC Machines.
CNC Turning Machines.
Shearing Machines.
Bending Press.
Computerized Lathe Machines.
Power Press.
Laser Cutting Machines.
Turret Punch Machine.
Shapers.
Radial Drill Machine.
QUALITY STANDARDS
PREET is a Quality Conscious organization. Production process is controlled by Quality

Control Department. This ensures that the products manufactured by PREET meet with the
all quality standards. We take care of quality right from the raw materials that are used in
manufacturing of products. Along with this we also keep an eye on our production setup that
the machines are services timely, to give accurate performance for production. More over the
company is certified by AN ISO 9001:2008 Certificate by BSI NABCB.
Mission
To become the number one agricultural equipment manufacturing company by providing

high quality agricultural equipment to the full satisfaction of farmers across the world.
Vision
"To play our part, how-so-ever little, for our motherland to get more out of our mother earth,
minimize grain losses; help the farming community to live happier and healthier life through,
use of our best engineering products and services at the best price in time.
LITERATURE REVIEW
Meaning of the customer satisfaction:
Whether the buyer is satisfied alter purchase depends on the oilers performance in relation to
the buyers expectations in general;
"Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a

products perceived performance (or outcome) in relation to his/her expectations.
As this definition makes clear, satisfaction is a faction of perceived performance and

expectation. If the performance fails short of expectations, the customer dissatisfied, highly
many companies are aiming for high satisfaction, because customers who are just satisfied
still find it easy to switch when a better offer comes along. Those also are highly satisfied are
much less ready to switch high rates faction or delight creates unemotional bond with the
brand, net just a rational preference the result is high customer loyalty.
Buying experiments friends and associates advice and market and competitor information and
promises. If marketer raises expectations too high the buying is likely to be disappointed.
A customer decision to be loyal or to default is the sum of many small encounters with the
company, consulting firms Etc. Corporation says that in order to convert all the small
encounters to customer loyalty, companies need to create a "Brand Customer Experience".
Customer oriented thinking requires the company to define customer needs from the
customer point of view not from its own point of view. Every product involves tradeoffs, and
management cannot know what these are without talking 10 and researching customers.
Thus, a car buyer would like a high performance car that never breaks down that is safe,
attractively styled and chief Since, all of them virtues cannot be confined in one canny the car
designer must make hard chooses not on what pleases them but rather on what customer
prefer are expect. The aim, after all, is to make a sale through meeting the customers need.
Why is it supremely important to satisfy to customer?
Basically because of company's sale each period comes from two groups. New customer and
repeat customer. It always cost more to attract new customers than to retain current customer.
Therefore, customer retention is more critical than customer attraction.
The Key to customer retention is customer satisfaction to satisfied Customer.
Buys again
Talks favorably to others about the company.
Pays less attention to competing brands and advertising.
Buys other products from the same company.
One Japanese businessman told the magazines "our aim goes behind satisfying the customers,
our aim is to delight the customer". In fact, this is higher the great marketers. They go behind
meeting the mere expectations of the customers, when they delight a customer, the customer
talks to even more acquaintances about the one companies. The delighted customers are more
effective adventurous than advertisement placed in the Media.
Now let us consider what happen when the company creates a dissatisfied customer. Whereas
we have pointed out, a satisfied customer tells three people about a good product experience,
a dissatisfied customer gripes to eleven people. In fact, in one study, 13% of the people who
had a problem with an organization complain about the company to more than 20 people.
Suppose each person who heard the bad story told to eleven people. Suppose each person
who told another eleven and soon. Clearly, bad word of mouth travels faster an faster than
good word of mouth and car easily poison the public's attitude about the company.
Thus, a company should be away to regularly measure customer satisfaction. It cannot rely
just on voluntary complain from customers when they are dissatisfied. In fact, 96% of the
unhappy customers never tell the company. Companies should set up survey and suggestion
systems to maximize to customers opportunity to complaint.
In this way. The company will learn how we!! It is doing. It is also a major way for (Lie
Company to learn how to do better. The 3M company claim that over 2/3rd of innovative
ideas come from the listening to customer complains.
Listening is not enough. He company must respond constructively in complain of the

customers who register a complain between 54 and 70% will do business again with the
organization. If the customer feels that the complaint was resolved quickly. Customers who
have complain to an organization and had their complaints satisfactorily resolved tell about
the organization to fine people about the treatment they received. When a company realizes
that a loyal customer may account for a substantially sum of revenue over the years, it seems
foolish to risk losing over a small matter, for example, IBM makes sales person write a full
report on each least customer and all the steps are taken to restore satisfaction.
A customer-oriented company would track its customer satisfaction level each period and set
improvement goals. If they manage to increase customer satisfaction and loyalty, it does not
have to worry even if its profits are down in a particular year. If is on the right track
satisfaction keeps falling it is on the working track. Profit would go up or down in a particular
year for many reasons, inclosing rising controls, falling prices, major new investments and
soon. But, the ultimate sign of a healthy company is that its customer satisfaction index is
high and keeps rising companys future profits.
Management Problem
Management wants to know why there is decline of customers visit at Aarav agro Preet
tractor service center.
Research Problem
To analyze customer satisfaction level and Response with respect to Aarav agro Preet tractor
after sales services.
Statement of the Problem
Todays customers are an important element in every business so to retain a customer and
make the loyal company is a great challenge.
This is what made me to take up this project on A study on customer satisfaction regarding
after sales services of Aarav agro Preet tractors.
Purpose of the Study
The purpose of the study is to know customer satisfaction regarding after sales services and
to know any suggestions to improve the Aarav agro Preet tractor services.
Scope of the Study
In this competitive world retaining the customers has become important part and parcel of the
business activity, since in these arenas the people who adapt to changes and new technologies
will survive.
This study will help to understand customer need, preference and what they require from the
service and this study will not only help me as a student but it will also the Aarav agro Preet
tractor service center to improve its service standard.
Objectives of the Study
To know the customers satisfaction level at Authorized Aarav agro Preet tractor after
sales service in Jabalpur.
To know the perception of customers regarding the charges/ rates offered by the
service
To know the reasons for decline of customers visit at Aarav agro Preet tractor Service
To know the suggestions from customers to improve the service
ORGANISATION PROFILE
Aarav agro is situated at Jabalpur District Plot No.53 in front of Krishi Upaj Mandi, Near
Deep Dayal Chowk, Madhotal . It was started in the 31 st August 2014 by Shri Sudheer Kumar
Rai. Till today it has maintained its reputation.
Finance department is handled by Swarna kumar Rai, operation department is handled by

Sandeep Kumar Rai.
In sales department, head is Omkar Pandey and other helping staff for sales is Amar Patel and
Bhanu Patel.
In field department there are 3 people who have direct contact with customer in field and
aware people about the services provided by Aarav Agro.
In this servicing centre, there are 4 employees in that 2 are mechanics and rest of 2 them are
thinkers. Other than this there are 1 clerks and 1-computer operators.
ORGANISATION CHART
Sales Department
Sales department in charge
(Mr. Omkar Pandey)
Sales Manager
Sales Executives
Field Department
Field Department In charge
(Mr.Amar Patel)
There are 2 employees under Mr. Amar Patel
Service Department
Service Department In charge
(Mr.Govind Soni)
In this servicing centre, there are 4 employees in that 2 are mechanics and rests of 2 them are
thinkers. Other than this there are 1 clerks and 1-computer operators.
PRODUCTS SOLD BY AARAV AGRO PREET TRACTOR DISTRIBUTOR
Tractor
Rotavetor
Seed Drill
Cultivator
Power Harrow
Furbo
Sampling
Concerned to my project, the respondents were chosen Stratified
Random Sampling
Sampling process
Area: Jabalpur District

Sample Frame: consumers who owned Preet Tractor
Sample unit: Individual owners of Preet Tractor
Sample size: 100 Respondents of Preet Tractor
Sampling method: Stratified random sampling
Research Design
The research study was made keeping in mind the various factors that were worked out in
informal discussion with the Aarav Agro, that would be included as a research object and the
study can be based on the objectives.
Steps in the Research Design
Define the research problem
Estimate the value of Information
Select the data collection method
Select the measurement technique
Select the Sample
Select the Analytical Approach
Evaluate the ethics of the Research
Specify time and financial cost
Prepare the Research Proposal
1. Define the research problem

To analysis customers satisfaction level and Response with respect to Aarav Agro after sales
service, Jabalpur.
2. Estimate the value of Information
The value of information should exceed the expected cost. I am conducting the Stratified
Random Sampling method. Sample sizes for my research will 100 in numbers.
3. Select the data collection method
Decided to go for survey methods i.e., stratified random sample. Using the questionnaire
conducting the survey and using Dichotomous (close-ended), rating scale and open-ended
questions.
4. Select the measurement technique
Descriptive type of research, using the questionnaire with rating scale, open & close- ended
questions.
5. Select the Sample
The sample would be Individual owners of Preet Tractor, In Jabalpur District
6. Select the Analytical Approach
Analyzing the collected information with the help of percentages (%) using MS-Excel
software.
7. Evaluate the ethics of the Research
The collected information (data) will be used for solving the management problem and not
for any non-ethical objects; the main objectives will be addressed.
8. Specify time & financial cost
Time needed is two months and the financial costs are,
Stationary and Printing about 500/-

Traveling Expenses about 2000/-
Total Financial Cost =500+2000 = 2500/-
9. Prepare the Research Proposal:
As the customers visit were going down from few years in the Aarav Agro, Jabalpur So the
management wants to know what are the Customers expectation and responses towards Aarav
Agro Service, Jabalpur.
For this purpose there was need to know the Customer satisfaction level regarding after sales
services of Preet Tractors at Aarav agro, Jabalpur.
Data Collection Methods:
The information necessary for this research data collected by tapping primary and secondary
sources. The sources are as follows:
Primary Sources:
a) Questionnaire
b) Personal interaction
Secondary Sources:
a) Company Websites
b) Related Information from Internet
c) Company Reports Books and Publications.
Measuring Tools:
The measurement and evaluation of the data is done using statistical tools and techniques
such as simple percentage method, mean, graphical representation with help of data code
sheet using MS Excel software.
ANALYSIS OF CUSTOMER SATISFACTION
1. Satisfied with overall service provided by Aarav Agro
S.No. Particular Respondents

1 Strongly Agree 10
2 Agree 25
3 Neither agree not disagree 31
4 Disagree 18
5 Strongly Disagree 16
Respondant
16 10
Strongly Agree
Agree
25
Neither agree not disagree
18
Disagree
Strongly Disagree
31
Interpretation
According to my survey, out of 100, responds 31% of the people says neither agree nor
disagree about overall service provided by Aarav Agro. And 25% of the people agree. And
18% of the people disagree, and 16% of the people says strongly disagree, and lastly 10% of
the people strongly agree about overall service provided by Aarav Agro.
2. Authorized Aarav Agro has sophisticated tools and techniques.

1 Strongly Agree 06
2 Agree 28
4 Disagree 25
Respondents
9 6
Strongly Agree
28
25 Agree
Neither agree not disagree
Disagree
Strongly Disagree
32
Interpretation
Out of 100 respondents 32% of the people moderate about tools & techniques & 28% of the
people agree, & 25% of the people disagree & 9% of the people says strongly disagree & 6%
of the people strongly agree for tools & techniques.
3. Authorized Aarav Agro has sufficient and genuine spares.
1 Strongly Agree 07
2 Agree 36
4 Disagree 17
Respondents
10 7
17 Strongly Agree
Agree
36 Neither agree not disagree
Disagree
Strongly Disagree
30
Interpretation
From the source of field survey, out of 100 respondents 36% of the people agree with
sufficient & genuine spares, & 30% of the people moderate with the spares, & 17% of the
people disagree, & 10% of the people strongly disagree,& remaining 7% of the people
strongly agree for sufficient & genuine spares.
4. Labor charges compared to Authorized service and roadside Mechanics.

1 Very high 60
2 High 32
3 Economical 08
4 Low 0
Respondents
Very high
32 High
Economical
Low
60
Interpretation
According to my survey 60% of the people says labor charge is very high in the Aarav Agro
as compared to roadside or any other Authorized service centre, & 32% of the people says
labor charge is high & remaining 8% of the people says labor is reasonable & nobodys ready
to agree with low labor charges.
5. Delivery as per schedule.

1 Always 10
2 Most of times 25
3 Some Times 45
4 Never 20
Respondents
20 10
Always
25 Most of times
Some Times
Never
45
Interpretation
45% of the respondents are disagree with the delivery of vehicle timings and 25% of the
respondents are moderate, 20% of them said they never get timely, and 10% of them are
agree with the delivery as per schedule.
6. On Road Break down Service.

1 Poor 11
2 Fair 46
3 Good 36
4 Excellent 07
Respondents
7 11
Poor
Fair
36 Good
Excellent
46
Interpretation
In the samples taken out of 100 respondents 46% of the people says on road break down
service is fair, & 36% of the people says good & 11% people says poor, & remaining people
says on road break down service is excellent.
7. Whether people at Aarav Agro are co- operative or not.
Attributes Low Moderate High Very High

Works Manager 20 23 38 19
Service Advisor 13 25 44 18
Service Supervisor 15 27 39 19
Technicians 22 16 34 28
50
45 44
40 38 39
35 34
30 27 28
Low
25
25 23 Moderate
22
20 19 19 High
20 18
16 Very High
15
15 13
10
0
Works Manager Service Advisor Service Supervisor Technicians
Interpretation
Based on my survey the customers are says that works manager is 38% high, 20% low
&23% moderate with them at service station and service advisor is 44% is high, 13%
low and 25% moderate with them and service supervisor is 39% is high , 15% is low
and 27% moderate with them. And technicians are 34% high, 22% low and is 16%
moderate with them at Aarav Agro.
8. It is helpful if Aarav Agro is kept open on Sundays
S.No. Particular Respondent

1 Yes 80
2 No 20
Respondent
20
Yes
No
80
Interpretation
From the source of field survey nearly 80% of people say it is helpful to them, if Aarav Agro
is kept open on Sundays.
9. Whether you would recommend Aarav Agro service to others.
S.No. Particular Respondent

1 Yes 71
2 No 29
Respondent
29
Yes
No
71
Interpretation
According to my survey 71% of people say that, they are recommended Aarav Agro
to others. And 29% of people may not recommended Aarav Agro to others.
FINDINGS AND SUGGESTIONS
Findings
According to my survey, out of 100, responds 31% of the people says neither
agree nor disagree about overall service provided by Aarav Agro
Out of 100 respondents 32% of the people moderate about tools & techniques
From the source of field survey, out of 100 respondents 36% of the people
agree with sufficient & genuine spares,
According to my survey 60% of the people say labor charge is very high in the
Aarav Agro as compared to roadside or any other Authorized service centre.
45% of the respondents are disagreeing with the delivery of vehicle timings.
In the samples taken out of 100 respondents 46% of the people say on road
break down service is fair.
From the source of field survey nearly 80% of people say it is helpful to them,
if Aarav Agro is kept open on Sundays.
Suggestions
Management should make availability of sufficient tools and techniques and genuine
spare parts.
Management should try to reduce labor charge and service charges as much as
possible.
Management should maintain delivery timings and on road break down services as
they promised to their customers.
Majority of the customers wants to kept open service station on Sundays, so
management should try to provide services on Sundays also
CONCLUSION
According to my survey majority of the customers are not satisfied with overall service
provided by Aarav Agro, they expect management should provide:-
Sophisticated tools and techniques.

Genuine spare parts.
Reduction in labor charges.
Timely delivery of vehicle.
So Management should concentrate on these aspects to satisfy their customers.

QUESTIONNAIRE
a) Name of the Respondent:_____________________________________________

b) Address of the Respondent____________________________________________
c) Vehicle Model _____________________________________________
d) Vehicle No. _____________________________________________
e) Phone No: _______________ Mobile No.: ___________________
1. Which Preet Tractor do you own?
2. Are you satisfied with the overall service provided by the Aarav Agro?
1. Strongly Agree 2. Agree
3. Neither agree nor disagree 4. Disagree
5. Strongly Agree
3. Authorized Aarav Agro has sophisticated Tools and Techniques.
5. Strongly Agree
4. Authorized Aarav Agro has sufficient and genuine spares
5. Strongly Agree
5. Labor charges (Comparison to roadside mechanics or other authorized Aarav Agro)
1. Very High 2. High
3. Economical 4. Low
6. Delivery as per schedule
1. Always 2. Most of times
3. Sometimes 4. Never
7. Distance of Aarav Agro from your residence
8. On road break-down service
1. Poor 2. Fair
3. Good 4. Excellent
9. Have you come across any problem with authorized Aarav Agro?
1. Yes 2. No
If yes, specify
10. Whether people at Aarav Agro are co-operative or not
Low Moderate High Very High
1. Works Manager
2. Service Advisor
3. Service Supervisor
4. Technicians
10. Whether it is helpful for you, if Aarav Agro is kept open on Sundays
1. Yes 2. No
12. Can you suggest the best working time for the Aarav Agro?
13. Weather you would recommend Aarav Agro Service to others
1. Yes 2. No
14. Any Suggestions to improve the services provided at Aarav Agro.

BIBILOGRAPHY
BOOKS
1. MARKETING RESEARCH - TULL AND HAWKINS

2. MARKETING MANAGEMENT - PHILIP KOTLER
3. COMPANY MAGZINES AND MANUALS
WEB SITES -
A. www.Preet Tractor.com
B. www.encyclopidia.com

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A STUDY ON CUSTOMER SATISFACTIOIN REGARDING AFTER SALES SERVICES OF

AUTHORIZED AARAV AGRO PREET TRACTOR DISTRIBUTOR

INTRODUCTION ABOUT INDUSTRY

Prevalence and market share

Current manufacturers of tractors in India

Action Construction Equipment Limited (ACE) began manufacturing of Tractors in 2009 by

Main article: SAS Motors Limited

Balwan Tractors, Force Motors Ltd

Main article: Force Motors Ltd

Captain Tractors Pvt. Ltd

Crossword Agro Industries

Main article: Eicher Motors

Main article: Escorts Group

Main article: Hindustan Machine Tools

Main article: Deere & Company

Mahindra Gujarat Tractor Limited (MGTL)

Main article: Mahindra Gujarat

Originally established in 1976, the MARS Group is engaged in manufacturing/marketing of

New Holland Fiat India

Main article: New Holland Ag

SAME Deutz-Fahr (India) Private Ltd.

Main article: SAME_Deutz-Fahr

Sonalika (International Tractors Ltd.)

Main article: Sonalika Tractors

International Tractors Limited was incorporated on 17 October 1987 and began

TAFE - Tractors and Farm Equipment Limited

Previous Indian Tractor Companies

Auto Tractors Ltd., Pratapgarh

Asian Tractors Ltd

Began building tractors in 1989 from their own designs.

See also: Fordson tractor

Main article: New Holland Ag

Haryana Tractors Ltd

See also: Kirloskar Group

Founded in co-operation with Deutz-Fahr of Germany in 1974. It has since ceased to

United Auto Tractors Ltd.

Began in 1986 in conjunction with Uzina Tractorul of Romania.

Tractor Manufacturers Association

PREET India's leading manufacturer of Combine Harvesters, Agriculture Tractors &

PREET manufacturers following Products:

PREET 987 - Self Propelled Combine Harvester.

PREET 987 - Self Propelled Combine Harvester with AC cabin.

PREET 7049 - Maize Special Combine Harvester.

PREET 7049 - Self Propelled Combine Harvester with AC cabin.

PREET 749 - Mini Self Propelled Combine Harvester.

PREET 849 - Mini Self Propelled Combine Harvester.

PREET 949 - Track Combine Harvester with Straw Walker.

PREET 949 TAF - Track Combine Harvester with Axial Flow.

PREET Combine Harvester Highlights.

Market Leader in Self Combine Harvester segment for the 15 years.

Tested & Approved by Govt. of India, Ministry of Agriculture.

Registration Certificate Copy Available.

Approved for Loan from Leading Banks.

PREET TRACTORS Private Limited. Manufactures following products:

PREET 3549 (35 HP Tractor)

PREET 4549 (40 HP Tractor)

PREET 955 (55 HP Tractor)

PREET 6049 (60 HP Tractor)

PREET 6549 (65 HP Tractor with Optional 4WD)

PREET 7549 (75 HP Tractor with Optional 4WD)

PREET 9049 (90 HP Tractor 4WD)

PREET Tractor Highlights.

Fitted with TREM III Approved Engine.