Rani Channamma University Belagavi.

B.L.D.E.A's
A. S. Patil College of Commerce (Autonomous),
(Affiliated to Rani Channamma University, Belagavi)
MBA Programme,
New Campus, B. M. Patil Road, Vijayapura-586103

A report submitted in the partial fulfillment of the requirement for the award of
MASTER OF BUSINESS ADMINISTRATION
PROJECT REPORT ON

“A Study on Brand Awareness of JCB with Reference to

Sri Sai Earthmovers”
At
Vijayapura
Submitted by
Mr. Sourabh Kulkarni
Reg No: MBA20028

Internal Guide External Guide

Prof. G. S. Mamadapur Mr. Praveen Gai
 INDEX
Chapter Title of the content Page
no
1 EXECUTIVE SUMMARY 1
2 INTRODUCTION 3-6
 Industry Profile 4
 Background Study of the JCB India 4
 Innovation milestone 6
 JCB Manufacture Plant 6
 India Dealers 6
3 ORGANIZATION PROFILE 7-20
 Company Profile 7
 Company Manpower 7
 Nature of the Company 7
 Mission & Vision 7
 Geographical map of the proposed area 8
 Organisation Structure 9
 Organisation Study 11-14
 Product Profile 15-19
 SWOT Analysis 20
4 LITERATURE REVIEW 21-25
 Literature Review 22-23
 Theoretical Background of the Study 24-25
5 RESEARCH METHODOLOGY 26-44
 Objective of the Study 27
 Tools of Data collection 27
 Scope and Limitation of the Study 28
 Sample size 28
 Data Analysis and Interpretation 29-44
6 FINDINGS AND CONCLUSION 45-48
 Findings 46
 Suggestion 47
 Conclusion 48
7 BIBLIOGRAPHY 49-50
8 ANNEXURES 51-54
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CHAPTER-1
EXECUTIVE SUMMARY

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Executive Summary
The project work finds out the brand awareness of JCB in the current scenario

I have undertaken this project to understand customer behavior towards JCB brand.
This project is focused on Brand awareness of JCB, perception of customer towards
JCB machine, promotion activity carried out by Sri Sai Earthmovers. The project
scope is limited to Vijaypur. The survey was conducting using questionnaires and the
information about various attributes and factor are collected.

It was totally a great experience to entering into the company. I spent most time in
visiting different department and intreated with mangers, employee and costumer. It
was able to understand company has created good brand image vijayapur city. And
each department are contributing towards the achievement of the company goal.

The data is collected from primary source: customer. Data is filtered and analyzed,
represented in the forms of graph. Secondary data was also used in report such as
company profile, product profile etc. on the base of analysis the data, conclusion was
drawn.

From the collection of data, I have found some important findings drawn in
below

 Customer are very satisfied with JCB brand.

 Customer are given rating as an excellent to JCB.

 Respondents first choice when they think the JCB machine.

 Most of respondents prefer to use JCB machine.

Suggestion is given below:

 Increase the customer in both commercial and agriculture sector.

 JCB company as conduct the campaign in rural area.
 Make more advertisements on generators machine.

The survey gave knowledge about customer satisfaction, loyalty and feel about the
brand. The survey gave your insight market of JCB.

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CHAPTER -2
INTRODUCTION

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Industry Profile
JCB is founded by Joseph Cyril Bamford in 1945.JCB is actually named J.C. Bamford
Excavators Ltd and is a British multinational corporation, with headquarters in
Rocester, Staffordshire. founded in 1945 and based in Rocester, Staffordshire,
England was named after the initials of the name of its founder Joseph Cyril Bamford.
the company continues to be owned by the Bamford family is a British manufacturer
of equipment for construction, agriculture, waste handling, and demolition.

Background study of JCB India

JCB India Limited is a leading manufacturer of earthmoving and construction
equipment in India. The company started as a joint venture in 1979 and is now a fully
owned subsidiary of J.C Bamford Excavators, United Kingdom. With five state-of-
the-art factories in India, it today manufactures a wide range of world-class
equipment, not only for India, but also for Global markets.

JCB, the world's third largest construction equipment manufacturer has 21 plants in
four continents: 12 in the UK, 5 in India and one each in the USA, China, Germany,
and Brazil. Continuing the JCB heritage, Sir Anthony Bamford, Chairman, envisaged
the India growth story back in 1979 and set up a joint venture company in the country
to build machines which would eventually help build India’s growth. In 30 years, the
company has grown to become a household name for all involved in the infrastructure
industry. In any corner of the country, one is never far from a JCB. What has led to
this huge success and sales of over 90,000 machines in India? NBM&CW's editorial
team had the opportunity to interact with the higher echelons of JCB, Mr. Vipin
Sondhi (CEO & MD), Mr. Arjun Mirdha (Executive Vice President, Sales &
Marketing) and Mr. Amit Gossain (Associate Vice President, Marketing & Business
Development) to know the evolution of JCB and how it's becoming a household name
in country's infrastructure space.

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Early Years
In 1948, six people were working for the company, and it made the
first hydraulic tipping trailer in Europe. In 1950, it moved to an old cheese factory
in Rocester, still employing six. A year later, he began painting his products yellow.
In 1953, his first backhoe loader was launched, and the JCB logo appeared for the
first time. It was designed by Derby Media and advertising designer Leslie Smith. In
1957, the firm launched the "hydra-digga", incorporating the excavator and the major
loader as a single all-purpose tool useful for the agricultural and construction
industries.

By 1964, JCB had sold over 3,000 3C backhoe loaders. The next year, the first 360-
degree excavator was introduced, the JCB 7. In 1978, the Loadall machine was
introduced. The next year, JCB started its operation in India. In 1991, the firm entered
a joint venture with Sumitomo of Japan to produce excavators, which ended in 1998.
Two years later, a JCB factory was completed in Pooler near Savannah, Georgia, in
the US, and the next year a factory was opened in Brazil.

In 2005, JCB bought a company, purchasing the German equipment firm Vibromax.
In the same year, the firm opened a new factory in Pudong, China. of a new
£40 million JCB Heavy Products site began following the launch of an architectural
design competition in 2007 managed by RIBA Competitions, and by the next year,
the firm began to move from its old site in Pinfold Street in Uttoxeter to the new site
beside the A50; the Pinfold Street site was demolished in 2009. During that year, JCB
announced plans to make India its largest manufacturing hub. Its factory
at Ballabgarh in Haryana was to become the world's largest backhoe
loader manufacturing facility. JCB shed 2,000 jobs during the 2008 global financial
crisis; in 2010 it rehired up to 200 new workers.

In 2013, JCB set up its fourth manufacturing facility in India. In 2014, it was reported
that three out of every four pieces of construction equipment sold in India was a JCB,
and that its Indian operations accounted for 17.5% of its total revenue. JCB-based
memes have also become prevalent in India.

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Innovation milestones
 1949: JCB Major Loader revolutionises agriculture.
 1952: JCB backhoe loader is born with the Mk 1 Excavator.
 1963: JCB 3C takes backhoe performance to new levels; a design classic.
 1964: JCB 7 becomes JCB's first crawler excavator.
 1971: JCB 110 hydrostatic crawler loader proves our pioneering spirit.
 1977: JCB 520 telescopic handler, a new concept, takes the industry by storm.
 1980: JCB 3CX marks the construction industry's largest investment in a
single machine.
 1990: JCB Fastrac becomes the world's first fully suspended, high-speed
draught tractor.
 1993: JCB robot skid steer loader becomes the world's safest skid steer.
 1997: JCB Teletruk takes the industry by storm.
 2006: 2 JCB 444 diesel engines power the JCB Dieselmax to the diesel word
land speed record.
 2010: JCB Eco machines take machine efficiency and productivity to new
world-beating levels.

JCB Manufacture Plant

JCB now has five factories in India in addition to 12 in the UK and others in Brazil,
China and the USA. JCB India is a leading manufacturer of construction equipment
and its factory near Delhi produces backhoe loaders and engines. And also, The
Ballabgarh factory near New Delhi, which is the world's largest factory for Backhoe
Loaders, is also the Headquarters for JCB India.

Indian Dealers
Having a pan India existence with 650+ dealers’ network, trained & skilled service
engineers, and parts availability, JCB is one of the leading market players that
understands your business needs.

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CHAPTER-3
ORGANIZATION PROFILE

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Organization Profile
Company Profile
Sri Sai Earthmovers was started on 1/1/2013 and Sri Sai Earthmover was
authorized by JCB India and its range of product of Gulbarga, Vijaypur, Bidar,
Raichur and Yadgeri with the head office Gulbarga Karnataka Sri Sai
Earthmovers JCB dealership a complete range of service including equipment sale
and genuine JCB part to its customer across Gulbarga, Vijaypur, Bidar, Raichur
and Yadgeri in Karnataka.

Company Manpower
The Sri Sai Earthmovers JCB dealership current employees out of 15 are on sale
70 for service and for backend operation. Over the year the Sri Sai Earthmovers
JCB dealership has established it’s as a trusted name as a JCB dealership in the
around district of Gulbarga, Vijaypur, Bidar, Raichur and Yadgeri in Karnataka.

Nature of the Company

JCB is a heavy equipment industry. And widely range and it has target costumer
involving for example Construction, Agriculture, waste handling and demolition
machinery etc.

Mission
Sri Sai Earthmovers mission is to make a reach the target which given by the
company. And make the best dealer across Gulbarga, Vijaypur, Bidar, Raichur
and Yadgeri.

Vision
Sri Sai Earthmovers ensure that costumer should get good service and satisfied
the need and want of customer across Gulbarga, Vijaypur, Bidar, Raichur and
Yadgeri in Karnataka.

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Geographical map of the Proposed Area:

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Organization Structure:

Managing
partner

GM GM Spare parts Account HR

Sales Service Manager Manager Manager

Manager Manager Manager

Sales Manager
Sales Sales Service All
Coordinator Service
Vijaypur Gulbarga Parts
Gulbarga Vijaypur

Sales Sales Sales Sales Service Warranty Warranty Service

Engg Engg Engg Engg Engg Incharge Incharge
Birdar Gulbarga Vijaypur Gulbarga Engg
Vijaypur
&
Yadagir

Service Service
Technicians

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Organization Study
Service Department:
Sri Sai Earthmovers is giving best service to the costumers across Gulbarga, Bijapur,
Bidar, Raichur and Yadgeri in Karnataka.

Service Department Routine Work:

The service department is work is to see PDI(Pre Delivery Inspection) it means once
the machine comes to the official service department, then the service department
work is to make an inspection of the JCB machine to check that the machine is
working properly.

Service Given After the Machine Purchase:

Once the customer has purchased the JCB machine, the machine installation will be
done by the service team in the costumer place, then after 1 month, JCB worker will
visit the customer place to check whether the machine is working properly or not.
Free services after purchase machine.
 1st service after 100 hours
 2nd service after 500 hours
 3rd service after 1000 hours
 4th service after 1500 hours
 5th service after 2000 hours Warranty Given by Company:
 Standard warranty – 1 year
 Engine warranty – 2 years
Claim Given to Company:
JCB machine purchased by the customer if damages happen to JCB machine they
show the warranty make a repair it will claim by JCB India company.
Sri Sai Earthmovers has given on side service given to the customer some process as
follow:
Compliant has taken from CRM software which is using in the company
 Service steps:
 Call open
 assign

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 Fixed
 Close
Parts Department:
Sri Sai Earthmover’s giving all type of part to the customer across Gulbarga, Bijapur,
Bidar, Raichur and Yadgeri in Karnataka.
Parts are purchased from the JCB India LTD Place Where Purchase:
 Chennai
 Kolkata
 Pune
 Faridabad

Process for Giving Order:

 Make the order
 It will go to Pune
 They will send the part
 Make the inward

Oil is purchased from Bangalore and The process of giving the order:
 Order the oil
 It will go to Bangalore
 They will send the oil
 Make the inward
An extra feature in part department:
TOC – (Theory of constant) it has an app which helps automatically order the part if
10 part send 70% of part sold it will automatically order a part to the company

Sales Department:
Sri Sai Earthmovers ensure that whatever the given the target on sale we can possible
to make to reach that target and satisfied need and want of costumer.
Company Focus on Target Customer:
Construction
Agriculture
Waste handling etc.

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Information of JCB machine:

Sale department work is to give the full information about the JCB machine and
giving the information about the extra feature in JCB machine which the customer
makes a plan to buy the machine.
Sale executive works:
Sale executive workflow is as follows:
Sale executive work is to give full information about JCB machine
Sale executive work is to share the benefits of JCB Company

Finance Department:
Sri Sai Earthmover’s in the Finance department manage its money. The business
function typically included planning, organizing, control its company finances.
Work of Finance department:
Finance department works is to divide the amount properly and make ensure that not
the message of the amount and make proper written is a book which amount is for the
business.
Private Finance:
 HDFC
 HDB Finance
 Sherya Finance
 Sri Ram Finance
 National banks:
 Karnataka banks
 SBI bank
 DCC bank
 All co-operative bank

HR Department:
HR department work is to make the manpower in the organization& select the right
man in the right place & also make or other works.
The HR department is on focused on a number of majors are including.
 Recruiting staff
 Leave permission

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 PF ESI maintains
 Office maintains
 Office rules & regulation
The HR department is also conducting the training for the new employee how are
working in the organization.

Account Department:
Account department work is to record the transaction which has done in the
organization and maintaining the petty cash book and cash book which are using in
the organization.
In the accounting department, they are maintaining following
 Petty cash book
 Cash book
 Petty cash book: In the petty cash book, they have written daily expenses
which have done in the organization
 Cashbook: In the cash book, they have written in incomes and expenses daily
which have happened in the organization like
 Service Amount
 Booking amount
 Part amount,
 Lubricant amount etc

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Product Profile:
3DXBHL (33 Lakh)

Features:

Brand JCB

Model Name/Number 3DX Xtra EcoXpert

Max Pump Flow Rate 128 LPM

After Sales Service Available Yes

Reach Ground Level To Rear Wheel Center 6.93 m

Reach Ground Level To Slew Center 5.61 m

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JS 140 (35 lakh)

Features:

Brand JCB

Excavator Model JS140

Maximum Operating Weight 14320 kg

Maximum Engine Power 100 hp

Maximum Bucket Capacity 0.72 m³

Max digging depth 5150 mm

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JS220 (Rs 58 lakh)

Feature:

Engine Type 4-stroke, 4-cylinder In-line, Direct Injection,

Turbocharged Diesel

Ground Clearance 503

Engine Piston Displacement 4.8 L
Track Height 885
Transport Height With 3070
Monoboom
Undercarriage Overall Length 4460

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Soil compactor Rs23.50 lakh

Features:

Model/Type JCB VM 116

Brand JCB

Engine Power 108 HP @ 2400 rpm

Amplitude High 1.72 mm, Low 0.8 mm

Max Operating Weight 11950 Kgs

Working Speed 0-9 Km/hr

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JCB Generator (8 lakh)

Feature:
Genset Rating 62.5 KVA to 200 KVA
Brand JCB DG set / Generators / Genset / Diesel
Generators
Cooling System Water Cooling, Water Cooled
Model Please refer enclosed JCB DG set Catalogue
Fuel Consumption (at 100% Please refer enclosed JCB DG set Catalogue
Load)

Phase Three Phase

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SWOT ANALYSIS
Strength:
 Huge product line
 Service the wide range of sector
 Superior customer service
 Market leader in construction
 International presence

Weaknesses:

 High dependence on other countries

 High maintenance cost
 Lack of diversification

Opportunities:

 Emerging market
 Product leverage
 Expansion of factories

Threats:

 Heavy headwinds
 Dependency on other sectors

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CHAPTER-4
LITERATURE REVIEW

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Literature Review:
Sebastian Molinillo (13 April 2016): Responsible brands as compared with active
brands? In an examination of brand personality on brand awareness, brand trust, and
brand loyalty, there is an ascent interest between experts and academics on the subject
of consumer brand relationships. The Customer’s relationships are important to be
built with brand an identity consistent with their own. The reason for this research
paper is to examine two kinds of brand personality traits, to be specific, responsible
brands and dynamic brands to anticipate conspicuous CBR develops, brand
awareness, brand loyalty and brand trust included.

Jenni Romaniuk (30 June 2016), Revisiting an old metric for a new world, brand
awareness is an important, but often neglected, aspect of consumer-based brand
equity. This research paper returns to measure brand awareness with regards to
worldwide brand the management. And which help Taking a look at the strategy for
Laurent et al. (1995), this longitudinal cross-section examines and inspects
modification in brand awareness after some time, with size of test around 300 whisky
customers for each wave in 3 nations: United Kingdom, Greece and Taiwan

Ulrich Doraszelski, C. Robert Clark, Michaela Draganska (8 May2009),The

effect of Advertising on brand awareness and perceived quality and they use board
informational set that consolidates yearly brand-level advertising expenditure for
more than three hundred brands with proportions of brand awareness and perceived
quality from a large-scale buyer study to examine the impact of promoting. The
advertising is display as a dynamic investment in a brand's stocks of perceived quality
and awareness and we ask how such a venture changes brand awareness and quality
recognitions

Kevin Lane Keller (1 March 2003), Brand Synthesis: The Multidimensionality of

Brand Knowledge and Journal of Consumer Research, Volume 29,. Increases the
need put on marking by marketers as of late offers an opportunity for purchaser
analysts to give profitable experiences and direction. Specifically, it is exceptionally
focused market place, marketers regularly should interface their brands to different

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substances, for example, individuals, spots, things, or different brands, as a way to

improve their brand value. And Understanding this utilizing procedure requires
understanding buyer brand information and how it changes from such association.’

Jumiati Sasmita (March 2005) Effects of brand association, brand loyalty, brand
awareness, and brand image, Journal of Retail & Distribution Management, . The
reason for this is the project paper look at impacts of brand affiliation, brand
awareness, brand loyalty, and brand picture on brand value amongst young
purchasers. The Information from 200 young shoppers were investigated using
descriptive, multiple regression and correlation examination by means of the
Statistical Package for Social Sciences PC program rendition. from the Observational
outcomes by means of numerous regressions confirmed that brand awareness
dominatingly influences brand value amongst young customers. These all-young
buyers gaining input and awareness from social life about the particular item or brand.

Gilles Laurent, Raphaëlle Lambert-Pandraud, Carolyn Yoon, Etienne Mullet,

(June 2017) Impact of age on brand awareness sets: a turning point in consumers’
early 60s, Marketing Letter. Age affects the brands a shopper knows, that, the "set of
awareness " which fundamentally decides brand decision and consideration. The
Brands are in the middle of normal things and appropriate names yet past psychology
inquire about offers conflicting results on the effect of age on learning of basic nouns
vs. proper names. Our all-observational investigation on radio stations demonstrates
that age direct affects set of awareness is set apart by a defining moment in
consumer’s early 60’s, with 2 differentiated patterns.

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Theoretical background of the study:

Awareness:
Awareness in basic terms- what number of individuals know the brand? Usually,
awareness is estimated through overview that solicits members an agreement from
questions like which brand comes to your mind if want to purchase insurance? All
in all, organizations measure unaided awareness – what percent of survey
members referenced the brand with no sort of indication.

Brand:
A brand is a thing, idea or service that is openly recognized from various product,
service or idea with the goal that is very well may be effectively imparted and
generally show cased. A brand name is a name of the indisputable products, idea or
service. Branding is the route towards making and scattering the brand name.
Branding can apply to the whole corporate identity just as to singular service and
product names.

Brand awareness:
Brand awareness is likelihood that consumers are familiar about the life and
accessibility of the product. It is how much consumers absolutely associate the brand
with the particular product. It is estimated as ratio of specialty show case that as
previous information of brand. Brand awareness incorporates both the brand
recognition just brand recall

Definitions:
According Philip Kotler brand is defined as a "name, term, sign symbol (or a
combination of these) that identifies the maker or seller of the product". Customers
often build up a relationship with a brand that they trust and will regularly purchase
products from that brand.

The American Marketing Association (1960) proposed the following company-

oriented definition of a brand as: A name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods or services of one seller or
group of sellers and to differentiate them from those of competitors.
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HOW BRAND IMAGE CREATED

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CHAPTER-5
RESEARCH METHODOLOGY

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Research Methodology:
Topic Name: “A Study on Brand Awareness of JCB with Reference to Sri Sai
Earthmovers”
Objective of the Study

 To learn about the different department in Sri Sai Earthmovers.

 Study about how automobile industries work.
 To study the brand awareness of JCB.
 To study perception of customers towards JCB machine.
 To know and attract towards brand name of JCB.
 To find out the brand with which JCB has to compete in the market.
 To study promotional activities of the Sri Sai Earthmovers.

Tools of Data Collection:

A self-designed questionnaire was used (Annexure). Primary data filtered and
analyzed, represented in the forms of graphs. Secondary data was also used in report
such as company profile, product profile etc.

Primary Data:
 A detailed questionnaire was handed over to a chosen a sample at the field.
 Interaction with customer of Sri Sai Earthmovers.

Secondary Data:
 Product broachers.
 Previous annual report.
 Internet.

Tools of Data Analysis:

Data analysis and interpretation of primary and secondary data is represented in the
forms of Bar Graph.

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Scope of the Study

The study was conducted with reference to “A Study on Brand Awareness of JCB
with Reference to Sri Sai Earthmovers Vijayapur” an authorized dealer for JCB
India Ltd in Vijaypur.
JCB Company has a large scope. JCB has a fast-growing business in India. In JCB
business high investment high profit is there. JCB has a target market is there like
construction, agriculture, waste handling etc.

Limitation of the study

 Time constraints has prohibited from going deep into the study
 The information obtained or the collection of data is limited
 The study is restricted to Vijaypur only
 The information provided by respondent could be biased

Sampling Size
A sample size of 100 respondents was covered. Non-Probability – Convenience
sampling procedure of survey was conducted during the collection of primary data.
Respondents were consulted at the field and showroom.

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DATA ANALYSIS AND INTERPRETATION

1.Are you aware of the JCB Brand?

No of
Particular Respondents Percentages

Yes 96 96%

No 4 4%

Total 100 100%

100%

90%

80%

70%

60%
96%
50%

40%

30%

20%

10% 4%
0%
Yes No

Interpretation:
From the data and data analysis we found out of 100 respondents 96(96%) people are
known about JCB brand. only 4(4%) people are not aware about JCB Brand.

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2. Have you visited Sri Sai Earthmovers in Vijaypur?

Particular No of Respondents Percentage

Yes 32 32%

No 68 68%
Total 100 100%

70%

60%

50%

40%
68%

30%

20% 32%

10%

0%
Yes No

Interpretation:
From above graph & table shown about visited people in Sri Sai Earthmover in
Vijayapur where out of 100 respondent 68% people are visited and 32% where not
visited.

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3.How do you come to know about the JCB brand?

Particular No of Respondent Percentages

Sale promotion 23 23%

Advertisement 38 38%

Friends and Relatives 0 0%

Others 39 39%

Total 100 100%

40%

35%

30%

25%

20% 38% 39%

15%
23%
10%

5%
0%

0%
Sale promotion Advertisement Friends and Relatives Other

Interpretation:
From the above graph and table out of 100 respondents the majority of costumer are
known JCB brand through other and advertisement that is 39% and 38% where as
23% from sale promotion and friends and relatives is 0%.

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4.If Advertisement, mention the type?

Particular No of Respondent Percentage

Hoardings 18 18%

TV Advertisement 25 25%

Wall panting 8 8%

Newspaper 49 49%

Total 100 100%

50%
45%
40%
35%
30%
25% 49%

20%
15% 25%
10% 18%

5% 8%

0%
Hoardings TV Advertisement Wall panting Newspaper

Interpretation:
From the above chart and table out of 100 respondents 18% of people are known
through hoardings, 25% of people through TV Advertisement, 8% of the people
through wall panting, 49% of people through newspaper.

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5. When you think to buying digging machine which come to your top choice?

No of
Particular Respondents Percentages

L AND T 19 19%

Caterpillar 8 8%

Komatsu 19 19%

JCB 54 54%

Total 100 100%

60%

50%

40%

30%
54%

20%

10% 19% 19%

8%

0%
L AND T Caterpillar Komatsu JCB

Interpretation:
from the above graph and table we noticed that when they think the digging machine
there first choice is JCB to purchase as 54% where as 19% given to LandT and
Komatsu where as 8% to caterpillar.

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6. Are you aware of JCB having Generator machine?

Particular No of Respondents Percentages

Yes 23% 23%

No 77% 77%

Total 100 100%

80%

70%

60%

50%
77%
40%

30%

20%
23%
10%

0%
Yes No

Interpretation:
From the above graph and table most of people are not aware of JCB is selling the
generator machine. 77% of people are not aware, 23% of people are aware about
generator machine.

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7.Which of these aspects let you to use JCB?

Particular No of Respondents Percentages

Availability 14 14%
Personal Experience 19 19%
Price 8 8%
Quality 34 34%
Recommendation 25 25%
Total 100 100%

35%

30%

25%

20%
34%
15%
25%
10% 19%
14%
5% 8%

0%

Interpretation:
From the above table and graph, we noticed that majority of people are prefer quality
that is 34%. 25% are purchase by recommendation. 19% are prefer personal
experience.14% are prefer availability. Lastly 8% of people will prefer price.

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8. If you used JCB machine before, which model?

No of
Particular Respondents Percentages

3DX Xtra eco xpert 19 19%

JS140 38 38%

JS220 22 22%

Escort 14 14%

JCB generator 7 7%

Total 100 100%

40%

35%

30%

25%

20% 38%

15%
22%
10% 19%
14%
5% 7%

0%
3DX Xtra eco JS140 JS220 Escort JCB genrator
xpert

Interpretation:
From the above graph out of 100 respondents we noticed that majority of respondents
are used 38% are used JCB model JS140. 22% are used JCB model JS220. 19% are
used JCB model 3DX Xtra eco xpert. 14% are used JCB model Escort. 7% are used
JCB generator.

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9.What factor do you consider while purchasing this JCB?

Particular No of Respondents Percentage

Brand Image 36 36%

Service 47 47%

Availability 4 4%

All of above 13 13%

Total 100 100%

50%

45%

40%

35%

30%

25% 47%

20% 36%

15%

10%
13%
5%
4%
0%
Brand Image Service Avaliblity All of above

Interpretation:
Form the above graph out of 100 respondents most of respondents are consider that
service is important while purchasing the JCB that is 47%. Second most consideration
given 36% for the Brand Image.13% is given All of Above and list choice is given for
the Availability that is 4%.

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10.How much satisfied with JCB Brand?

No of
Particular Respondents Percentages

Very satisfied 56 56%

Satisfied 32 32%

Not satisfied 12 12%

Disappointed 0 0%

Total 100 100%

60%

50%

40%

30% 56%

20%
32%

10%
12% 0%

0%
Very satisfied Satisfied Not satisfied Disapponted

Interpretation:
From the above graph out of 100 respondents we consider that JCB brand made good
impact towards the customer. 56% of respondents are very satisfied with JCB brand.
32% are satified.12% are not satisfied and no one are disappointed that is 0%.

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11.Are you aware of JCB is giving festival offers?

No of
Particular Respondents Percentages

Yes 54% 54%

NO 46% 46%

Total 100 100%

54%

52%

50%

54%
48%

46%

46%
44%

42%
Yes NO

Interpretation:
From the above graph out of 100 respondents aware of festival offer are respondents
are 54% given as yes and 46% of respondents given as No.

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12.What is the main purpose of using JCB machine?

No of
Particular Respondents Percentages

Agriculture purpose 32% 32%

Commercial purpose 68% 68%

Total 100 100%

70%

60%

50%

40% 68%

30%

20% 32%

10%

0%
Agriculture purpose Commercial purpose

Interpretation:
From the above graph and table out of 100 respondent’s majority of people are used
for the commercial purpose for JCB as 68% and 32% people are used for the
agriculture.

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13.Overall rating of JCB Machine?

No of
Particular Respondents Percentages

Excellent 78 78%

Good 16 16%

Average 6 6%

Poor 0 0%

Total 100 100%

80%

70%

60%

50%

40% 78%

30%

20%

10% 16%
0%
6%
0%
Excellent Good Average Poor

Interpretation:
From the above graph out of 100 respondents, majority of respondents are given
rating excellent for the JCB machine it shows that JCB has providing goods service to
the costumer.78% are given excellent.16% are given good.6% are given Average and
0% are given for poor.

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14. Which of the following, according to you, help to build brand image?

No of
Particular Respondents Percentages

Quality 43% 43%

Added service 26% 26%

Competitive price 24% 24%

Good value 7% 7%

Total 100 100%

45%

40%

35%

30%

25%
43%
20%

15% 26% 24%

10%

5% 7%

0%
Quality Added service Competitive price Good value

Interpretation:
From the above graph out of 100 respondents feels that quality is important to build a
good brand image given as 43%, where as 26% for added service, 24% given to
competitive price and 7% given to good values.

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15.Do you like to recommended your friends and relatives to purchase JCB
machine?

No of
Particular Respondents Percentages

Very likely 56 56%

Likely 32 32%

Somewhat likely 10 10%

Not at all 2 2%

Total 100 100%

60%

50%

40%

30% 56%

20%
32%

10%
10% 2%

0%
Very likely Likely Some what likely Not at all

Interpretation:
From the above graph out of 100 respondents most of respondents wants recommend
the JCB given as very likely 56% where as likely 32%, somewhat likely 10% and not
at all 2%.

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16.Are you interested JCB in the future?

Particular No of Respondents Percentages

Yes 88 88%

No 12 12%

Total 100% 100

90%

80%

70%

60%

50% 88%

40%

30%

20%

10% 12%

0%
Yes No

Interpretation:
From the above graph out of 100 respondent’s majority of respondents are they want
to use JCB machine that is 88% and 12% of would not want use JCB machine.

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CHAPTER -6
FINDINGS, SUGGESTION AND
CONCLUSION

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FINDINGS
 From the survey we found that 96% of the respondents are aware about the
JCB.
 From the survey we found that 32% of the respondents are visited to the Sri
Sai Earthmovers in Vijayapur.
 By the survey we found that for the 39% are known for the other and 38%
from advertisement this show that JCB has crated brand image on the
customer mind.
 By the survey we found that 49% respondents are know from Newspaper this
show company have spending money on advertisement.
 54% of respondents feels that when they think to buy a digging machine their
first choice will be JCB.
 From the study we found that 77% are aware about the generator JCB machine
 From the study we found that 34% respondents are prefer Quality.
 From the study we found that majority of respondents are used JS140 JCB
model as a 38%.
 47% of respondents are while purchasing JCB they consider good service is
important.
 From the study we found that JCB has created good relationship with
costumer because 56% respondents are very satisfied JCB brand.
 From the study we found that 54% of respondents are aware about festival
offer which given by JCB.
 From the study we found that 64% respondents are used JCB for the
commercial purpose.
 78% of respondents are given rating that JCB machine have given the
excellent performance.
 From the above survey we found that 43% of respondents are given that to
build good brand image Quality is important.
 From the above survey we found that 56% of respondents are very likely
recommend JCB.
 From the study we found that 88% of the respondents are using JCB in the
future.

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SUGGESTIONS
 From the survey we found that most of respondent want to use JCB in the
future so company have to focused increase the costumer and retain the
customer.
 The usage of the generator is below average, the company should concentrate
on increase the awareness of the product.
 company has given the festival offers. But so many are not aware of that so
company has increased the awareness about offer through different
advertisement media.
 I suggest to increase the promotional activity of JCB in the form of Tv
advertisement, social media, newspaper etc. which will help create brand
awareness of JCB.
 JCB machine is not meant for everyone JCB is high-cost machine their main
focused constructor, farmer who required more so they have to increase
customer bases on that category so it will develop long term relationship
customer.
 JCB company as conduct the campaign in rural area and give the knowledge
about JCB machine and tell them advantages JCB machine. Tell them how
beneficiary to them.
 JCB group has earned a good name Indian market as in the overseas. All they
need to maintained the goodwill and the prestige they have earned.

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CONCLUSION
As per my study “A Study on Brand Awareness of JCB Reference to Sri Sai
Earthmovers”
From an accomplishing project I have gained excellent knowledge. This project
helped me to know the view of customer and common people towards JCB brand.
I would say that the purpose of this project is to know the brand awareness of JCB in
Vijaypur. Despite of small sample of questionaries we come to know the view of
customer towards JCB brand in Vijaypur.
From the survey we conclude that JCB has created good brand awareness among
people. JCB has built its brand awareness among relatively large number of people in
around Vjayapur. But lack in rural customer. So, Company has to focus on the brand
awareness in the rural area and developing brand awareness in rural customer. JCB
has created a trust among the people. And all the promotional tools such as
newspaper, magazine, Holdings has done regularly and also Sri Sai Earthmovers are
giving best offers to the customer. which create good brand image for the costumer.
Lastly in this project conclude that most of respondents are satisfied with JCB brand
and service which is provided by Sri Sai Earthmovers Vijaypur.

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CHAPTER-7
BIBLIOGRAPHY

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BIBLIOGRAPHY & REFERENCES:

 Philip Kotler and Garry Armstrong: Principles of Marketing: 12 th Edition:

Prentice-Hall of India Pvt. Ltd.
 S H H Kazmi and Satish K Batra: Advertising and Sales Promotion: 3 rd
Edition: Excel Books
 Harsha V Verma: Brand Management- Text and Cases: 2nd Edition: Excel
Books
 C R Kothari: Research Methodology: 2nd Edition: New International
Publication

Website
 www.JCB.in
 www.scribd.com

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CHAPTER-8
ANNEXURES

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Annexures:
I am Sourabh Kulkarni, MBA student of A.S. Patil College of Commerce Vijaypur.
This information is required for successful competition of my project “A Study on
Brand Awareness of JCB with Reference to Sri Sai Earthmovers” I request you
kindly spare of your time and fill the questionnaires. Thank you

1. Are you aware of the JCB brand?

Yes No

2. Have you visited Sri Sai Earthmovers in Vijayapur?

Yes NO

3. How do you come to know about JCB?

Sale promotion Advertisement
Other Friends and relatives

4. If advertisement, mention the type?

Holdings Tv advertisement
Wall paintings Newspaper

5. When you think to buying a digging machine, which come to your top choice?
Caterpillar Komstsu
L and T JCB

6. Are you aware of JCB having Generator machine?

Yes No

7. Which of the aspect let you use JCB?

Personal experience Recommendation
Price Quality Availability

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8. If you used JCB before, which model?

JS 140 JS220
Escoat 3DX Generator

9. Which of the factor consider while purchasing JCB?

Brand Image Price
Availability Quality

10. How much satisfied with JCB machine?

Very satisfied Satisfied
Good Disappointment Poor

11. Are you aware JCB is giving festival offers?

Yes No

12. What is main the purpose of using JCB machine?

Agriculture purpose commercial purpose

13. Overall rating of JCB machine?

Excellent Average
Good Poor

14. Which of the following, according to you, help to build brand image?
Quality Added service
Competitive price good value

15. Do you like to recommended your friends and relatives to purchase JCB
machine?
Very likely Somewhat likely
Likely Not at all

16. Are you interested JCB machine in the future?

Yes NO

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17. Suggestion

18. Complaints

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