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SALES FORCE PERCEPTION ON TRAINING PROGRAMMES IN TRACTOR INDUSTRY- A CASE STUDY IN UDAIPUR REGION OF RAJASTHAN

KrishiKosh

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Title SALES FORCE PERCEPTION ON TRAINING PROGRAMMES IN TRACTOR INDUSTRY- A CASE STUDY IN UDAIPUR REGION OF RAJASTHAN
 
Creator VIVEK SINGH
 
Contributor RADHIKA, P
 
Subject SALES, PERCEPTION, TRAINING PROGRAMMES, TRACTOR, INDUSTRY, UDAIPUR REGION, RAJASTHAN
 
Description Indian tractor industry is the largest in the world and contributes around 33 per cent
to the global production. The current size of tractor industry is 525000 units (March 2013)
and it is expected to grow by CAGR of 8-10 per cent in next decade. There are currently 13
national and few regional players in tractor manufacturing, Mahindra & Mahindra being the
leading manufacturer. Other major players are TAFE (Massey Ferguson and Eicher),
International Tractors Limited (Sonalika), Punjab Tractors Limited (PTL), Escorts, John
Deere, New Holland India, Hindustan Machine Tools (HMT), Force motors, Mahindra
Gujarat tractors Limited. However the market share is concentrated amongst the top five
manufactures Mahindra & Mahindra, TAFE, Escorts, John Deere, and Sonalika. (Rao,
2012)
Sales force of the input company play an immense role in influencing the farmer’s
perception towards the product. The positive attitude created by sales force is an important
asset for input company, tractor industry being no exception. Since sales representatives are
the only link between the farmers and company it is inevitable for company to have well
equipped sales force. In a market, where customers are demanding more quality products,
are more sophisticated and competitor’s more aggressive sales force need to retool and
sharpen their skills. If sales people have significant skill gaps that will not only effect sales
of companies but also act as hindrance in farmers receiving right kind of information.
The study was undertaken with the following specific objectives: -
1. To study the trends in production, sales and exports of major tractor players in India
and the study area.
2. To compare the training and development programmes conducted by the major
tractor manufactures to their sales force in Udaipur, Rajasthan.
3. To assess the perception of sales force towards various training programmes
conducted by the companies.
4. To explore the perception of farmers towards the various activities conducted by the
sales force in the study area.
A total of 75 sample sales force, 15 from each of the five tractor companies
(Mahindra, John Deere, TAFE, Escorts and Sonalika) and 90 sample farmersfrom the
fivemandals viz., Nimbahera, Salumbar, Arnod, Jahazpur and Bhilwarawere selected for
the study. For analysis of growth trend of tractors in India, Rajasthan and Udaipur Region,
Compound Growth Rates were used. The results of the study showed in terms of sales
volume the compound growth rate of tractors in India during the period of 2001-02 to
2010-11 was 12.37 per cent. In Rajasthan and Udaipur region during the period of 2007-11
the volume of sales of tractor of five major tractor firms was 1.83 lakhs and 0.28 lakhs
respectively.
All the five tractor companies Mahindra, TAFE, Sonalika, Escorts and Sonalika
conduct marketing and sales training programmes for the sales force but Mahindra and
John Deereconduct maximum training programmes to their sales force and Sonalika
conduct the least training programmes to their sales force. Training programmes are
conducted once a year by external resource persons in class room training format but new
product development training programmes is only conducted by internal resource
persons.Training programmes of sales force are designed keeping in view their relevancy to
job profile, personality development and career development.
The content of various training programmes are in accordance to objective of
training. Involvement level and feedback of the training programmes differed from
company to company depending upon the type of training programme. The duration and
frequency of trainings for the sales force ranged from two days to 10 days and once a year
to twice in a year. Identification of training needs through self-appraisal is carried out only
in Mahindra and John Deere.
Majority of farmers in Udaipur region own John Deere tractor brand. Salesmen are
the source of information whereas neighboring farmer, Hp of tractor and brand image are
the most influencing factors in purchase decision of tractors. Among the promotional
activities demonstrations are conducted very frequently and also on request. Even though
relationship between farmer and sales force have significant effect on purchase decision of
tractorbut sales force do not follow up after the sale of tractor as sales force visit a village
only once a month. Among all the five tractor companies sales force of Mahindra was rated
excellent by farmers.
The study suggested that gaps should be filled by companies with regard to training
programmes so that the learning of sales force can be translated into work behavior
efficiently. Companies should try to add different training and development programmes
and improve the skills of sales force according to the need and demand of sales force.
 
Date 2016-09-12T13:59:30Z
2016-09-12T13:59:30Z
2014
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/76441
 
Language en
 
Relation D9702;
 
Format application/pdf
 
Publisher ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD