A

SUMMER TRAINIG REPORT

ON
MARKET RESEARCH OF CUSTOMERS ATTITUDE
TOWARDS THE EQUIPMENTS
OF
ESCORTS CONSTRUCTION EQUIPMENT LTD.

SUBMITTED
IN PARTIAL FULFILMENT FOR THE REQUIREMENT
Of
BACHELORS OF BUSINESS ADMINISTRATION
(2015-2018)
UNDER THE GUIDANCE
OF
MS. VIJAYA
(ASSISTANT PROFFESOR)

SUBMITTED BY
AMIT KUMAR
ENROLLMENT NO. 00551401715
[5th SEMESTER]

FAIRFIELD INSTITUTE OF MANAGEMENT &

TECHNOLOGY
Affiliated To Guru Govind Singh Indraprastha University,
FIMT Campus, Kapashera,
New delhi-110037
 ACKNOWLEDGEMENT

I am very thankful to Mr. Adarsh Gautam for providing me opportunity to do work

as a trainee in ECEL. I would like to thank Mr. Kanwal Kishore Vij, CEO ECEL,
for providing various facilities during the course of training.
Company implant training has been kept in the course curriculum of the management
program, so that the candidate can get to know about the corporate world / industry.
Also one gets a chance to visualize practically what has been taught theoretically. The
training in a reputed concern like Jindal Industry limited was itself a great learning
experience.
I would like to thank Ms. Vijaya, for assigning me a project to work on and for the
help & guidance offered by them during my project work. Working with them was
really a very good & learning experience. I would like to thank all other staff
members of finance department, without their help it would have been very difficult
for me to carry out any of my work successfully.

AMIT KUMAR
0055141715
 DECLARATION

I, Amit Kumar, B.B.A. In 5th Sem of Fairfield Institute of Management &

Technology. Declare that the Summer Training Report entitled Market Research
Customers Attitude towards the Equipment of Escorts Construction Equipment
Ltd. s an original work and the same has not been submitted to any other institute for
the award of any other degree.

Presentation in Charge Signature of Candidate

(Faculty)
 CERTIFICATE
This is to certify that the summer training project Customers Attitude towards
Banking Services and Policy Strategies Of Market Research Customers
Attitude towards the Equipment of Escorts Construction Equipment Ltd.
submitted by Amit Kumar to Fairfield Institute of Management & Technology,
Affiliated to Guru Gobind Singh Indraprastha University, New Delhi, in Partial
fulfillment of requirement for the award of the BBA. Degree in an original piece of
work carried out under my guidance and may be submitted for evaluation.

The assistance rendered during the study has been duly acknowledged.
No part of this has ever been submitted for any other degree.

Place: Ms. Vijaya

Date: (Faculty Guide)
 PREFACE

Practical training constitutes an integral part of management studies. Training gives

an opportunity to the students to expose themselves to the industrial environment,
which is quite different from the classroom teachings. One cannot rely on theoretical
knowledge. It has to be coupled with practical to be fruitful. Training also enables the
management students to see themselves the working condition under which they have
to work in the future. It thus enables the students to undergone those experiences,
which will help them later when they join any organization.
After liberalization the Indian economic sense is changed. Industrial activity in India
has become a thing to watch.
I underwent four months training at Escorts Construction Equipment Ltd.. I
consider myself lucky to get my summer training in such a esteemed Company. It
really helped me to get a practical insight into actual business environment & provide
me an opportunity to make my management concepts more clear.

AMIT KUMAR

TABLE OF CONTENTS
 S.NO. CONTENTS P. NO.
CHAPTER-1 INTRODUCTION 7
1.1 INDUSTRY PROFILE 8
1.2 COMPANY PROFILE 14
1.3 MANUFACTURING PRODUCTS: 21

RESEARCH OF SOIL COMPACTOR

1.4 24
AND ROLLERS

1.5 ROAD CONSTRUCTION

1.5 26
EQUIPMENTS
CHAPTER-2 THEORETICAL PROSPECTIVES 31

2.1 SIGNIFICANCE OF THE STUDY

32
2.2 OBJECTIVE 33
CHAPTER- 3 RESEARCH METHODOLOGY 34
3.1 Universe 35
3.2 Sample Size and Sampling Technique 35
3.3 DATA Collection 36
3.4 Tools of Presentation 36
CHAPTER-4 FINDING AND ANALYSIS 37
4.1 General Findings 38
4.2 Findings Based On Questionnaire 39

LIMITATIONS, CONCLUSIONS And 49

CHAPTER-5
RECOMMONDATION
5.1 Limitation Of Study 50
5.2 Conclusion 51
Recommendations 53

BIBLIOGRAPHY 54

QUESTIONNAIRE 55
 CHAPTER-1

INTRODUCTION

1.1 INDUSTRY PROFILE

INDIAN MINING & CONSTRUCTION EQUIPMENT INDUSTRY
BACKGROUND & HISTORICAL TRENDS

Construction and mining equipment cover a variety of machinery such as hydraulic

excavators, wheel loaders, backhoe loaders, bull dozers, dump trucks, tippers, graders,
pavers, asphalt drum / wet mix plants, breakers, vibratory compactors, cranes, fork
lifts, dozers, off-highway dumpers (20T to 170T), drills, scrapers, motor graders, rope
shovels etc. They perform a variety of functions like preparation of ground,
excavation, haulage of material, dumping/laying in specified manner, material
handling, road construction etc. These equipment are required for both construction
and mining activity.

With a wide production capacity base, India is perhaps the only developing country,
which is totally self-reliant in such highly sophisticated equipment. India has only a
few, mainly medium and large companies in the organized sector wh manufacture
these. The technology barriers are high, especially with respect mining equipment and
therefore the role of SMEs is restricted to manufacture of components and some sub-
assemblies. Prior to the 1960s, domestic requirements of mining and construction
equipment were entirely met by imports.

Domestic production began in 1964 with the setting up of Bharat Earthmovers Ltd
(BEML), a public sector unit of the Ministry of Defence, at Kolar in South India. In
the private sector, the Hindustan Motors Earthmoving Equipment Division, was
established in 1969 at Tiruvallur, near Chennai with technical collaboration from
Terex, UK for manufacture of wheel loaders, dozers & dumpers. This factory has
since been taken over by Caterpillar for their Indian operations.

In 1974, L&T started manufacturing hydraulic excavators under license from Poclain,
France. In 1980 and 1981, two more units, Telcon and Escorts JCB commenced
manufacture of hydraulic excavators (under license from Hitachi, Japan) and backhoe
loaders (under license from JCB, UK) respectively. Escorts JCB has been taken over
by JC Bamford Excavators Ltd. U.K. in 2003 and is now called JCB India Ltd. In
1970s Escorts Limited started manufacturing Cranes in collaboration with Faun AG
and Rapier & Ransome.
Volvo and Terex Vectra are the most recent entrants in the Indian market. Volvo has
set up their manufacturing unit in Bangalore. At present they are only manufacturing
tippers and the other equipment are imported from their parent company and marketed
in India. Terex Corporation USA and Vectra Ltd. U.K. have formed a joint venture,
which has started manufacturing construction equipment like backhoe loaders and
skid steer loaders from May 04 at Greater Noida with an investment of USD 12
million. Other equipment in the Terex range are being sold through their agents in
India. Most of the technology leaders like Case, Caterpillar, Hitachi, Ingersoll-Rand,
JCB, John Deere, Joy Mining Machinery, Komatsu, Lieberr, Poclain, Terex, Volvo
are present in India as joint venture companies, or have set up their own
manufacturing facilities, or marketing companies. The industry has made substantial
investments in the recent past for setting up manufacturing bases, despite small
volumes and uneconomic scales of production compared to global standards.
The construction and mining equipment industry is dominated by a few large
manufacturers in each Equipment segment. BEML supplies to nearly half the total
market. BEML and Caterpillar lead in dumpers and dozers while L&T Komatsu and
Telcon lead in excavators , JCB India in backhoe loaders and Escorts Construction
Equipment Ltd. in Mobile Cranes. The major players in this segment who are also
members of the Indian Earthmoving and Construction Industry Association Ltd.
(IECIAL) are as follows:

Ashok Leyland Ltd.

Bharat Earth Movers Ltd.
Caterpillar Commercial Pvt. Ltd.
Escorts Construction Equipment Ltd.
GMMCO Ltd.
Ingersoll Rand India Ltd.
JCB India Ltd.
L&T Komatsu Ltd.
Larsen & Toubro Ltd. (Construction Equipment Division)
Mahindra & Mahindra Ltd.
Tetra Trucks India Ltd.
 Telco Construction Equipment Co. Ltd.
TIL Ltd
Voltas Ltd.
Volvo India Pvt. Ltd.

The other prominent players in the segment are:

Apollo Earthmovers
Apollo Industrial Equipment
Elecon Engineering Co. Ltd.
Gujarat Apollo Equipment Ltd.
Heavy Engineering Corporation Ltd.
International Combustion (India) Ltd.

Structure of the Sector

71% of the sector comprises of public limited companies including PSUs and 29%
private limited, or joint ventures including closely held private limited companies.
75% of the companys manufacturing in India were involved in the entire range of
activities like design and engineering, manufacturing, erection, servicing and
commissioning. There are only a few companies who act as selling agents for
international players. There are others who manufacture and also import complete
equipment or in SKD condition from their principals abroad and market them. Since
each piece of the equipment in this Equipment category has substantial value, a
number of companies have a turnover of over 100 crores and the larger ones have a
turnover above Rs.1000 crores. The technology barriers have made the industry less
fragmented in the mining machinery sector whereas it is fragmented in the road
construction equipment and the material-handling segments. The international trend in
the earthmoving and mining segment is one of consolidation. This trend is also
beginning to be seen in India. Some international companies are looking at the
prospects of enhancing their market presence based on higher investment in mining
and infrastructure and also using their Indian operations to meet demand in South and
South East Asia.
The construction and mining equipment sector has a wide range of Equipments. For
the purpose of this study, this is taken to mean the
following:
Construction Equipment
Mining Equipment
Backhoe Loaders
Motor Graders (above 200 HP)
Crawler Dozers upto 320 HP
Dozers (above 320 HP)
Crawler Excavators above 3.5
Cu.M. Hydraulic Excavators (65 T and above)
Loaders Rope Shovels Rollerss
Soil compactors
Motor Graders (below 200 HP)
Wheel Loaders (below 3 Cu.M.) Wheel Loaders above 3 Cu.M.
Dump Trucks (below 35 T) Off Highway Dumpers (above 35 T)
Road Milling Machines Long Wall Equipment
Asphalt Drum / Wet Mix Plants
Tower Cranes
Mobile Cranes Pick & Carry
Mobile Cranes 360o slew

The worldwide technology leaders in the construction equipment sector are: Komatsu,
Caterpillar, Hitachi, Terex, Volvo, Scania, Case, Ingersoll-Rand, HAMM, Bomag,
John Deere, JCB, Escorts, Poclain, Bitelli, Hyundai, Kobelco and Daewoo. Almost all
the companies have presence in India either as joint ventures, or have set up their own
manufacturing facilities, or marketing companies.

The companies against which Indian companies have been benchmarked are
Caterpillar, Komatsu and Volvo. They are the leaders in their respective fields.
Market situation and Demand The sector has seen a double-digit growth in its sales
turnover for the past two years with a phenomenal 33 percent growth in the previous
year. The growth was seen more in the mining equipment segment. There was
comparatively lesser growth seen in the construction and road making machinery.
This may be viewed in the context of the tapering off in demand under the national
highway development programme from the end of 2003. The order backlog for the
industry is Rs.3,400 crores as on 31st March 2005 which is more than 50 percent of
the projected sales of the industry for 2005-06.

The domestic demand in 2004-05 was Rs.6,300 crores and it is estimated that the
demand in 2005-06 will be in excess of Rs.7,000 crores. Exports were to the tune of
Rs.280 crores in 2003-04 and Rs.330 crores in 2004-05.

Future of construction machinery in India

The Indian infrastructure sector is currently going through a vast transformation. Even
with the third-largest road network of 3 million kilometers crisscrossing the country,
the automobile revolution has meant that the vehicle fleet on Indian roads has more
than doubled from 21.3 million at the beginning of the 1990s to 48.4 million by the
end of the decade. The government has already embarked upon massive road
construction projects, with the National Highway Development Program building the
North-South and East-West Corridors and the Golden Quadrangle Project connecting
major cities. Besides, the government's decision to throw open the construction of
roads, bridges, airports and ports to the private sector and allowing 100% foreign
investment in real estate projects has provided a boost to the construction industry as
well as generate demand for construction machinery. Housing and infrastructure
projects like roads, bridges and ports are expected to grow about 20% per annum for
the next 15 years.

The total investment of the road and highway construction projects is estimated at
$40bn over the next 15 years, of which 20% is expected to be in construction
machinery. Simultaneously, the housing and real estate construction business is
expected to involve another $40bn over the next 15 years, of which 5% will be in
construction machinery. Hence, a total demand of $10bn of construction machinery is
anticipated through 2020.
The present market for construction machinery is estimated at $1312.17mn, of which
about 1% is imported. Both imports and domestic production is expected to grow at
20% and 30% respectively. The Indian construction machinery industry is undergoing
a rapid transformation by moving from a low volume, intensive use of equipment
structure to high volume, specific use one. The major segments of construction
machinery that are expected to grow are excavators, loaders, dozers, dumpers and
cranes.

The new and expanding housing and infrastructure construction ventures have
generated substantial demand for construction machinery manufacturing and
servicing, including erection, commissioning and maintenance. Several multinational
firms are already present in the country. While the previous trend was to forge joint
venture associations with Indian companies, more and more multinational companies
are now entering the Indian market on their own strength.

The report is a detailed study of the segments of the construction machinery industry
equipment used for earthmoving, road and building construction and material
handling. It profiles all the major manufacturers and importers of the estimated
$1312.17 industry and discusses the competitive trends and patterns.

1.2 COMPANY PROFILE

1.) The Company: At Escorts Construction Equipment Limited, it has defined the
evolution of India's Construction Equipment Industry over the past 36 years.
When Necessary, they even have entered into partnerships with global technology
leaders. In 1971, they introduced Pick n Carry Hydraulic Cranes Mobile Cranes.
ECEL Continue to be the World's No.1 manufacturer of this Equipment. ECEL
successfully pioneered the concept of Backhoe Loaders in the late 70's.The World
Class range of Vibratory Compactors that they first introduced in the late 80s is
today reputed to provide the most effective compaction solutions to the industry.
ECEL Innovation Continued... Excavators, amongst the world's most advanced,
that revolutionized earth moving technology in India in the 90's.Forklift Trucks
that are today the preferred choice of the quality conscious users. In the new
millennium, we presented a contemporary range of equipment- Articulated Boom
Crane, Tower Crane, Crawler Crane & Power & Telecom utility material from the
world leaders .ECEL defined customer support by setting up the first pan India
dealership network which has now strengthened to 80 plus strategic locations
covering length & breadth of the country.

2.) The Brand: A hexagonal nut (in red) representing a geometric perfection. The nut
has been a functional device that has stayed at the core of mankinds engineering
adventures. In spite of modern technologies coming in, it still remains unarguably
a symbol of technology and all that holds it together. Locked into the nut is a
spanner (in white), the turning force for the symbol of technology. The two
pictorial elements are configured together to form an 'E', a pneumonic for Escorts.
A doctrine of corporate and engineering openness, the Escorts logo allows an
aisle, a pathway through which new ideas can walk in any time freely, giving
Escorts the character to listen and absorb new and fresh thoughts. The symbol
with its three meanings makes a rebus or visual pun and is rendered in red, the
color of energy and dynamism. Every time it is used, it represents the Escorts seal
of quality and excellence.

3.) Logo:

4.) Established period: 1970

5.) Slogan: pioneering advancement of the construction industry

6.) Mission: To become and be acknowledged as, the leader in the Indian
Construction, Earthmoving and Material Handling Equipment Industry, by
providing innovative and value engineered Solutions

7.) Directors: MGK Menon, SA Dave, PS Pritam, SC Bhargava

8.) Products:
i.) Pick and Carry
ii.) Soil compactors
iii.) Crawler Cranes
iv.) Articulated Boom Cranes
v.) Tower Cranes
vi.) Forklift Trucks
vii.) Front End Loaders
viii.) Tandem Vibratory roller
ix.) Vibratory soil compactors
 x.) Electric Communications

9.) Managing Director: Mr. Ranjan Nanda

10.) CEO: Mr. Kanwal Kishore Vij

11.) Corporate centre: Escorts also has a corporate centre where they interact with
clients, this corporate centre is located at Escorts Ltd Corporate Centre 15/5,
Mathura Road, Faridabad also various media and press conferences are held
here.

12.) Manufacturing Facility: State- of -the- art Manufacturing Facility of ECEL

Fully Operational. Faridabad, January 2009.As one of the major milestones in
the transformation journey, ECEL has just moved into its state of the art and
intelligent manufacturing Facility and assembly Facility in Ballabhgarh,
Faridabad which spans a covered area of over 250,000 sq ft spread over 15 acres
of land. This factory is equipped with contemporary capabilities and processes
to facilitate three time production to 14000 for its existing as well new high
quality products.

13.) Market share: 56% of the market.

14.) Turnover: $61 million

15.) Net Profit: Rs.7.48 Crore for the half year ended 31st 2009

16.) Business Operations from national/global point of view:

i) Dealerships -18 ii) Business centers - 17

17.) Collaboration:

1.) HELI -

2.) IHI-

3.) DOOSAN-

4.) ALTEC-

5.) FASSI-

18.) Competitors:

i) KATO-

ii) SANY-

iii) Tractor India ltd.

iv) Liebherr-
 v) XCMG-

vi) Grove-

vii) Demag-

19.) Current programs & activities-

1.) Escorts Construction equipment Limited (ECEL), the Construction and Material
Handling Equipment manufacturing arm of Escorts, has recently collaborated with
Construction Industry Development Council (CIDC), established by the Planning
Commission, to roll out skill upgrading programs for construction equipment
operators and technicians. Mr Kamal Bali, CEO & Executive Director, ECEL and
Mr.P.R.Swarup Director General from CIDC signed a Memorandum of
Understanding (MoU) to this effect. Also present on the occasion was Mr. Rajeev
Jain, Deputy Director CIDC. This Joint Certification Program is an initiative to
address the growing demand for trained manpower in the infrastructure industry,
which is witnessing tremendous growth and is expected to cross Rs. 40,000 crores
by the year 2015.ECEL will launch the CIDC accredited training programs all
across the country in a phased manner. The first program is scheduled to be
launched at Palwal for Crane Operator Training covering the operations, upkeep
and maintenance of Cranes. ECEL is offering this service at a no profit and no
loss basis and would not charge any fees for training. However a prescribed fee
would be charge for select programs which meet the CIDC Assam University
criteria.

2.) Mr. Kamal Bali , CEO & Executive Director Escorts Construction Equipment
Limited ( ECEL ), a 100% owned subsidiary of Escorts Group and the largest
mobile crane manufacturer in India, said In line with our goal of exponential
growth over the next few years , the company has embarked upon a major
transformation journey , enshrining both strategic and operational excellence
initiatives . As one of the various improvement tasks that we have taken upon
ourselves, ECEL has kicked off a cluster approach towards upgrading the
 suppliers as a part of its Manufacturing Excellence program. Manufacturer in the
country has partnered with CII- L M Thapar Centre for Competitiveness for SME,
Chandigarh, who would provide the necessary training, counseling and expertise
to the selected cluster of 14 suppliers as phase I of the project. The ultimate
objective of this endeavor is to upgrade suppliers product quality, systems
and delivery performance, which in turn, would help the bottom line of the
company and ensure a better quality product to its customers, says Mr. Bali .This
is for the first time in history of Earthmoving & Construction Equipment
(ECEL) Industry that the supplier Cluster Approach has been taken up by any
Equipment Manufacturer. This project would also indirectly build the Indias
quality supplier base.

20.) Organizational Chart:

Managing Dir:
Mr.Rajan Nanda

CEO: Mr. Kanwal JMD: MR. Nikhil B.H: MR.Vikram

Kishore Vij Nanda Singhal

21.) Future prospects and growth:

i) Infrastructure development has been high on the agenda for the Indian Government
since the past few years and now more so as a measure of bringing the economy of
the country back on track, the government is looking at pumping money in
Infrastructure sector. Construction spending as a percentage of GDP has been
increasing steadily over last 4-5 years. India still needs to develop its industrial, urban
and rural infrastructure in a big way for a sustainable development of the country.
With huge investments envisaged in infrastructure, we should see robust demand for
construction and material handling equipment. Also, with increased need of
mechanisation and shrinking timelines of infrastructure projects, the demand for
equipment should see a definitive upward trend.

1.3 MANUFACTURING PRODUCTS:

(Sources Economic times and Escorts brochures)
1.4 RESEARCH OF SOIL COMPACTOR AND ROLLERS

General Introduction
Objective of the project: research of soil compactor and rollers ,also evaluating future
prospects of these products for future business propositions.

Need of the Project: There is great need for the formulation of this report as it is
defined as the market research of soil compactor and rollers. It consist of defining the
soil compactor market first as ECEL already has an important market share in the soil
compactor market however TIL India Ltd. has the major market share therefore ECEL
requires to get an analytical study of the soil compactor market as TIL India has a
bigger range of products in soil compactor therefore before ECEL expands its product
range in the soil compactor market, it would require to get an brief picture of the soil
compactor market and the critical areas of concern.

Scope of study: The formulation of the project report has a very vast scope of study
as it includes various aspects of the soil compactor and rollers market of India, as the
construction equipment market of India has been defined firstly, also the soil
compactor market and truck has been defined which include the competitors of ECEL
.Some of the contents of the scope of the study is as follows:

1.) Construction Equipment Market in India

1.) Market size: about 2.4-2.64billion US$

2.) Market Growth -30%
3.) It consists of equipment for construction and infrastructure needs.
4.) Market growth factors: 1.) Industrial production/capacity expansion by
manufactures 2.) Emerging growth areas 3.) Infrastructure investments.
5.) Areas for future potential growth
i) Rentals : currently equipment rentals contribute to just about 12% of the
market .This is expected to grow to about 25% by 2012
ii) Leasing :Equipment leasing expected to grow from about 4% to 10% by
2012
 iii) Financing and end-to-end services: Some of the large players are looking
at providing end to-end services to the users throughout the equipment
lifecycle financing user training, maintenance and buy back of used
equipment.
iv) Exports: exports of construction equipment from India grew by 30%
CAGR over 2001-05 and are expected to sustain this growth in the future.
6.) Key segments are as follows:
- Concrete Equipment
- Material Handling Equipment
- Material Preparation
- Earth Moving Equipment
- Construction Vehicles
- Road construction Equipment
- Tunneling &Drilling Equipment
 1.5 ROAD CONSTRUCTION EQUIPMENTS

Activity & Equipment Speeds

New Road Building/ Widening Process & Equipments

 COMPACTOR PORTFOLIO
MODELS

SOIL COMPACTORS

EC 2420 EC5250

HD 85 EC 3664
1. SOIL COMPACTOR EC 2420
Highly Productive Machine

2. MINI TANDEM- EC 3664

Featured Packed Machine

Highest Gradeability 40%

High ground clearance of 370 mm
Auto vibration & sprinkler cut off at Neutral/
emergency braking
Single/either drum vibration
Vibration switch on travel lever
3. ESCORTS HD85
Tandem Vibratory Roller
4. ESCORTS HD85
Tandem Vibratory Roller Operational Parameter

Attribute Specification

Operating Weight (Kg) 9000

Front Module Weight ( kg ) 4500

Rear Module Weight ( Kg ) 4500

Gradeability 45%

High Amplitude (mm) 1.00

Low Amplitude ( mm ) 0.4

Frequency ( Hz) 33/50

Static Linear Load ( Kg/cm) 26.8

Equal Front & Rear Module Weight Same Compaction

effort while moving forward or reverse

Maximum Grade ability in its class- meeting the

requirement of climbing steeper gradients of work site
embankments

Dual Frequency a wide range of layer thickness can

be compacted
 CHAPTER-2

THEORETICAL
PROSPECTIVES
2.1 SIGNIFICANCE OF THE STUDY

Managerial Usefulness of the project: The report is directed to help the

management to know the current situation in the rollers and soil compactor segment
of the nation and where does ECEL stand in the construction industry.

In a nutshell it can be stated that as follows:

i) The report would help in future program formulation in the rollers and soil
compactor segment.
ii) It would also give an insight about the current market situation in these
segments.
iii) Also how the various other players are operating and there standing in the
market would help in knowing the kind of approaches to follow

The following report is formulating in order to give ECEL a competitive edge over
the other players.

Significance for researcher:

1. This study will help the researcher to get practical experience of market.
2. The researcher will be able to know about the various steps which are
required to conduct a research in market.
3. The researcher will come to know about the various channel structures and
their benefits in marketing.
2.2 OBJECTIVE
The objective of the research is:-

1. Research of soil compactors and rollers markets, also evaluating future

prospects of these products for future business propositions

2. To know the basic purpose of purchasing soil compactor and rollers and mold
the product accordingly.

3. To know the distribution channel of the clients who purchase rollers and soil
compactors.

4. To know whether the products are purchased on a first hand basis or second
hand basis.
 CHAPTER- 3

RESEARCH
METHODOLOGY
3.1 Universe
The Research work is based on both primary and secondary data, primary data was
collected with the help of questionnaire. Secondary data has also been utilized in
order to fabricate the present research work. Different studies, surveys, reports and
other research work have also been referred to find out the customer attitue towards
Escorts Construction Equipment Limited. With respect to the present work all the
consumers who use Escorts Construction Equipment Limited products were the part
of the universe and their respective sum represents the universe.
Research Design - The present research work is based upon the concepts of
Exploratory Research as the prime aim is to explore the customer attitude of the
people who use Escorts Construction Equipment Limited.

3.2 Sample Size and Sampling Technique

Sampling - Researcher collect needed information from various persons who are
associated with this subject. When such associated persons are in new number
research can get information from all of them in such some people among associated
persons are selected and collect information from them. This selected person
represents the whole universe and are called sample.

Sampling Units - Respondents of dealer of Construction Vehivle & Equipment in

delhi.

Sample Size - The sample size of 30 respondents was taken for the current study.

Sampling Technique - The sampling technique used for the study was
convenience sampling, wherein the population elements are selected for inclusion in
the sample based on the convenience of researchers
3.3 DATA Collection

For the present minor project work both primary and secondary data were extensively
used. These data were collected from primary and secondary sourced respectively
Primary data
Secondary data
Primary data for the present research work has been collected through
A. Observation method.
B. Interview method.
C. Questionnaires.
The secondary data required for the project has been collected from company website,
Newspaper, Magazines, Journals, published work of other researchers and little part has also
been referred from books.

3.4 Tools of Presentation

For the current study, different presentation tools were used for presentation of the
relevant information. The following tools were used for analysis:
Bar Chart
Pie Chart
Table Diagram
Chapter-4
Finding
and
Analysis
4.1 General Findings

Strength:

A high brand recall value in India

All the companys products are increasing their market share with every year
Worlds top manufacturer of Pick and carry Hydraulic Crane
Strong backing of parent company brand
Wide range of equipment-Articulated Boom Crane, Tower Crane, Crawler
Crane , Wheel Loader , Motor Grader & Crane safety systems

Weakness:

Limited global presence as compared to international brands

Market share is lesser due to intense competition

Opportunities:

1.Growing residential sector in Asia

2.The recent launch of a backhoe loader will bring in cash flows
3. JVs with the Governments of some developing countries will strengthen its
global presence

Threats:

The current economic slowdown in the developed countries could decrease its
sales
2. Stiff competition from international players like Caterpillar, Komatsu etc
Capture of alternative market by competitors
Major players like Amazon
4.2 Findings Based On Questionnaire

Q1. Are you distributer of Heavy Vehicle?

Yes No

TABLE - 1
Response No. of Respondent Percentage

Yes 30 100%

No 0 0%

Total 30 100%

CHART 1

Interpretation: All the response has been taken from the consumers who were the
users or have either used flipkart.com
Q2. Main consideration while uses of Escorts Machines?

Company Brand Value

Efficiency

TABLE-2

Reason for purchase No. of respondents Percentage

Company Brand Value 17 57%
Efficiency 13 43%
Total 30 100%

CHART-2

Interpretation: According to the response obtained, most of the respondents

(57%) preferred Escorts because of its Company Brand Value, rest of them do
consider Escorts for its Efficiency.
Q3. Are the Customers satisfied with the services of Product of Escorts?
Yes
No

TABLE 3

Response No. of Respondent Percentage

Yes 24 82%

No 6 18%

Total 30 100%

CHART - 3

Interpretation: According to the response obtained, most of the respondents (82%)

were satisfied with the services of escorts and the rest 18% respondents are not
satisfied with its services..
Q4.Compared to other competitors platforms that is available would you say that
Escorts Construction Equipments Ltd. is:
much better much worse
somewhat better dont know

TABLE 4
Scaling Much better Much worse Somewhat Dont
better know
Frequency 15 10 3 2
Percentage 50% 34% 11% 5%

CHART-4

Interpretation: According to the response obtained, most of the respondents

(50%) think that Escorts Construction Equipment Ltd. is a much better platform
compared to others in terms of its services. (34%) of them think that is much worse
than others while (11%) think that is somewhat better and the remaining (5%) had no
opinion.
Q5.Based on your experience with product, how likely will customers use Escorts
Construction Equipment Ltd.?
Very Unlikely Unlikely
Extremely Likely Very Likely

TABLE 5
Scaling Very Unlikely Extremely Very Likely
Unlikely Likely

Percentage 7% 14% 55% 24%

CHART-5

Interpretation: According to the response obtained, most of the respondents

(55%) will extremely likely use Escorts Construction Equipment Ltd. because it is
more efficient than others followed by 24% respondents who will very likely while
other 14% respondents will unlikely buy the product and the remaining 7% will very
unlikely buy the product.
Q6. Would you like to recommend about Escorts Construction Equipment Ltd. to
others?
definitely will recommend probably will not recommend
probably will recommend definitely will not recommend

TABLE 6
Scaling definitely probably will probably will definitely
will not recommend will not
recommend recommend recommend
Percentage 59% 18% 16% 7%

CHART-6

Interpretation: According to the response obtained, most of the respondents

(59%) will definitely recommend followed by 18% respondents will probably not
recommend the product, another 16% will probably recommend the product and the
remaining 7% will definitely not recommend the product.
Q7. Customers rank the services of Escorts Construction Equipment Ltd. on the
following scale?
Outstanding Satisfactory
Somewhat Satisfactory Not Sure

TABLE 7
Scaling Outstanding Satisfactory Somewhat Not Sure
Satisfactory

Percentage 50% 25% 15% 10%

CHART-7

Interpretation: According to the response obtained, most of the respondents

(50%) have ranked the services offered by Escorts Construction Equipment Ltd.
impressed to be outstanding followed by 25% respondents have ranked the services
to be satisfactory, another 15% respondents have ranked the services to be somewhat
satisfactory and the rest 10% were not sure about their services.
Q8. Are customers satisfied with the quality that Escorts Construction Equipment
Ltd. Serves?
Satisfied Very Satisfied
Dissatisfied Very Dissatisfied
Neutral

TABLE 8

Scaling Satisfie Very Dissatisfi Very Neutr

d Satisfie ed Dissatisfi al

d ed

Percenta 44% 28% 13% 10% 5%

ge

CHART-8

Interpretation: According to the response obtained, most of the respondents (44%)

were satisfied with the quality that Escorts Construction Equipment Ltd. offered in
terms of its speed and maintenance followed by 28% respondents who were very
satisfied with their products, while other 13% respondents were dissatisfied with the
products, another 10% were very dissatisfied with the products and the rest 5%
respondents were neutral.
Q9. Do you find prices at Escorts Construction Equipment Ltd. Products reasonable?
Yes No
Cant Say
TABLE 9

Scaling Yes No Cant Say

Percentage 55% 34% 11%

CHART-9

Interpretation: According to the response obtained, most of the respondents (55%)

found the price at flipkart.com reasonable while other 34% respondents do not find it
reasonable and the rest 11% respondents had no response about the price of the
products.
Q10. Do the customers finds the Advertisement of Escorts Construction Equipment
Ltd. attractive & knowledgeable?
Yes No
cant say

TABLE 10

Scaling Very Not Cant

Attractive Attractive Say

Percentage 75% 20% 5%

CHART-10

Interpretation: According to the response obtained, most of the respondents (75%)

found the advertisement of Escorts Construction Equipment Ltd. attractive and
knowledgeable while other 20% respondents do not find it attractive and
knowledgeable and the remaining 5% respondents had no response about the
advertisement.
 CHAPTER-5
LIMITATIONS,
CONCLUSIONS
And
RECOMMONDATION
5.1 Limitation Of Study
1.) ECEL does not have soil compactors in more than 40ton segment.

2.) It has just come into the rollers segment, which would require reasonable
resources to capture a substantial market portion.

3.) ECEL does trading of Zoomlion rollerss with which it has collaborated with,
because of which profits wont be solely borne by ECEL.

4.) ECEL has not advertised very much about its products and tried to educate about
to new customers or clients.
5.2 Conclusion
To conclude it can be stated that Escorts construction equipment has a very sound
reputation in the market and its known for its quality products. As the Indian
infrastructure sector is going to grow at a very rapid rate as there are various
government projects lined up to be executed, therefore ECEL is growing at a very fast
rate in the construction industry of the country.

However it has just entered the rollers segment therefore it needs to put in reasonable
monetary and non-monetary resources in order to attain a competitive edge over
others. As there are already various corporate giants in the business, hence it would be
required that ECEL enhances its approach in the marketing department of the rollers
segment.

Also, the soil compactor range of products needs to be expanded as ECEL has only
soil compactors ranging till 40Ton and companies like TIL ltd. has variants above
that, therefore ECEL needs to broaden its product range in the soil compactor
segment.

ECEL does have its own customer care service center; but they need to be cheap in
cost so that clients do not switch to local service centers, establishment of a service
center would help its clients in after-sales service thereby creating a competitive edge
over other players as well.

ECEL can also provide better services to its clients by making its distribution channel
a lot more flexible and by helping its clients in financing its products by collaborating
with some financial body or financial institution.

Further, ECEL can increase its market share in following way:

i) Currently ECEL has not launched any kind of sales promotion program or it
has not advertised any of its products, which can educate new and potential
buyers.

ii) Therefore it is feasible to launch an advertising campaign, which would target

its new clients.

iii) People need to be educated about the product which helps in further sales and
revenue generation.
The present condition of ECEL in the rollers and soil compactor segment is that in the
soil compactor it has a reasonably good market share, where as in rollers it has just
come into play.

Also, ECEL needs to make its products according to ISI specification and ISO for
international quality standards, which would maintain the quality and durability of the
products, and maintain trust among its clients.
 5.3 Recommendations

I. The research and development department needs to enhance the product

structure and features of the rollers product as it has just come in the market.

II. Various measures need to be formulated in order to differentiate the rollers

products from the rest of competitors.

III. Though Escorts Construction Equipment is very sound in the soil compactor
segment, however they need to increase the variants in soil compactor above
40 ton.

IV. Rollers is a rapid growing segment because of various big scale projects are
coming up in the Indian infrastructure sector.

V. Also, advertising and educating people about its products and business would
definitely help in giving a competitive edge.

VI. Though rollers are very expensive in price but Escorts Construction
Equipment can follow various cost minimization methods and lower its rollers
price.

VII. The soil compactor segment needs to be expanding its variants and capacities
above 40 ton.

VIII. There should not be any middlemen in the purchasing channel for the clients,
which might inflate the cost of the product.

IX. Escorts Construction Equipment needs to enhance its own business

networking.

X. The sales personnel need to enhance its business networking and target the
top-level management.
XI. Feasible financial schemes should be formulated by the help of financial
bodies.

XII. The prime features of the product need to be upgraded on a regular basis.
 BIBLIOGRAPHY
The following are the sources that have helped me in completing my report also they
have helped me in referring to facts and information.

1. Escorts brochures and documents.

2. Database of clients provided by Escorts Construction Equipment ltd.

3. Economic Times.

4. Internet sources.

5. Marketing management by Philip Kotler

6. Marketing Research by Malhotra

 QUESTIONNAIRE

Q1. Are you distributer of Heavy Vehicle?

Yes No

Q2. Main consideration while uses of Escorts Machines?

Company Brand Value
Efficiency

Q3. Are the Customers satisfied with the services of Product of Escorts?
Yes
No

Q4.Compared to other competitors platforms that is available would you say that
Escorts Construction Equipments Ltd. is:
much better much worse
somewhat better dont know

Q5.Based on your experience with product, how likely will customers use Escorts
Construction Equipment Ltd.?
Very Unlikely Unlikely
Extremely Likely Very Likely

Q6. Would you like to recommend about Escorts Construction Equipment Ltd. to
others?
definitely will recommend probably will not recommend
probably will recommend definitely will not recommend

Q7. Customers rank the services of Escorts Construction Equipment Ltd. on the
following scale?
Outstanding Satisfactory
Somewhat Satisfactory Not Sure
Q8. Are customers satisfied with the quality that Escorts Construction Equipment
Ltd. Serves?
Satisfied Very Satisfied
Dissatisfied Very Dissatisfied
Neutral

Q9. Do you find prices at Escorts Construction Equipment Ltd. Products reasonable?
Yes No
Cant Say

Q10. Do the customers finds the Advertisement of Escorts Construction Equipment

Ltd. attractive & knowledgeable?
Yes No
cant say