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Consumer Behavior and Satisfaction Towards Sonalika Tractors
Project report view
I) Synopsis
Introduction to the study
Objectives for the study
Research Methodology
Limitations of Study
II) COMPANY PROFILE
Company history
Present status
Product profile
Dealer profile
Vision and mission of company
III) Theoretical back ground
IV) Data analysis
V) Findings
Suggestions
ConclusionAnnexure
Questionnaires
Bibliography
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
synopsis INTRODUCTION
It was centuries ago, when man invented the wheel, since then he
has been successful improving his ideas. After the
revolutionary change in the automobile industry
many machines unique sophistication, design and
technology have come into existence. Four
wheeler industries have undergone a metamorphic
change in the nineties and few would have anticipated that the
different types of the four- wheeler would be in popularity with both
sixes opting to our personal transport.
Tempo, which has a significant role in key sectors of the Indian
economy, a consistently high performance. Sonalika has been ranked
among the top private sector company in the country for several years.
The spectacular rise in agricultural production was closely
associated with the increased use of high yielding seeds, chemicals and
fertilizers, irrigation and mechanization inputs coupled with production
incentives and access to credit and market. Independent India has
witnessed tremendous growth in farm equipment, adoption,
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
development, manufacture, use, after, sales service and custom
hire/servicing. Agricultural tools, implements and machines help in
increasing production, productivity and profitability by enabling timely
farm operations and increasing the utilization efficiency of costly inputs
(seeds, chemical, fertilizer, and water) through precise metering and
placement, efficient energy utilization and reducing the cost of
operations for higher profitability and economic sustainability.
The growth of agricultural mechanization has been rapid during
the last three decades. India has followed a policy of
selective/appropriate mechanization. By the mid 1960s it has started
assembly of tractors and subsequently their manufacture and matching
implements, specially their manufacture and matching implements,
mould board (MB) and disc plough, harrows, seed and seed-sum-
fertilizer drills and tractor trolley, production increased.
India with over 2.5 lakhs annual production of tractors is the
largest producer of tractors in the world. Use of appropriate machines
with proper application techniques provides ample opportunities for
energy saving as compared to practices being followed by the farmers.
Selection of fuel-efficient tractor as per the existing workload can save
10 to 20% of fuel consumption. Similarly, proper selection and use of
matching equipment can reduce fuel consumption of tractor by 30 to
50%. Under
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
Loading of engine, a common phenomenon in India has been
observed to induce 20-30% wastage of fuel. Simple care of
maintaining the thermostat value of radiator reduce the period of cold
running of engine and saves fuel.
Use of improved tillage implement as disc harrow-cum-puddle has
been found to save about 45% of energy in wheat and paddy
cultivation as compared to conventional implements. Use of energy
efficient tractor operated rotavator in light soil can save 20-30% of
energy as compared to cultivat006Fr and disc harrow. Improved
equipment as wheel hand hoe has.
Proved to be most energy efficient through saving of 72% of
energy as compared to kauri, a traditional hand tool used in squatting
position.
Threshers mostly do threshing of crops. Farmers generally use a
35HP tractor for operating the thresher, which otherwise can be done
by 7.5 to 15 HP diesel engine or 5to 10 hp electric motor. Tractor
engines are therefore used on part-load with increased fuel efficiency.
The 35HP tractors has been found to be the most suited machine for
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
farmers having agriculture holding of between 4 to 20 hectares and
NABARD (National Bank for Agriculture and Rural Development)
studies have shown this to be the average land holding of most
farmers who can afford to buy tractors.
OBJECTIVE OF THE STUDY
⇒ To know the factors influencing buying behavior of Sonalika
Tractors in Sindhanur.
⇒ To know the various brand awareness of tractors.
⇒ To know the percentage of customers satisfaction regarding
vehicle performance.
⇒ To know the promotional strategy of Sonalika tractors.
⇒ To know the brand switching behavior of the customers.
⇒ To give the proper suggestion to the finding.
Define of Tractor
1. A vehicle having a powerful gasoline or diesel motor & usually
large heavily treaded rear tires, used especially for pulling farm
implement machinery.
2. A truck having a cab & no body, used for pulling large vehicles
such as vans or trailers.
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
RESEARCH Methodology
The study is based on the observation and primary data, to examine
the objective of the study.
Primary Data:
Since the scope of the study was regarding the management of a
firm major amount of the data collection was given by Sri Sai Tractors, a
printed book called Dealer Ship Guide which was sent to the dealers by
Sonalika International
Secondary Data:
As most of the information pertaining to the project is collected
from
Newspaper: Krishi Vijay, Raita Mitra
Magazines: AGRICULUTURE IN INDIA
Brochures: Marketing ads printed by the company
Websites: www.sonalika.com
LIMITATIONS OF THE STUDY:-
The present project work consists of few limitations of which a brief
mention is made below. The ultimate effect of these limitations is caused
by the whole study and the conclusion arrived and suggestions made.
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
⇒ The study is limited to the Consumer behavior & Satisfaction towards
Sonalika tractors.
⇒ This study confined to Sonalika Company and does not include any
other concerns further this study is restricted to Sindhanur only.
⇒ The analysis and interpretation is entirely subject to a data provided by
Sri Sai Tractors - Sindhanur.
⇒ This study is limited to a specific period.
COMPANY PROFILE
History of company
Established in 1969, Sonalika group
from the very beginning has tried to understand
customer need so that they get better value for
their money, hard earned. Sonalika has state of
manufacturing, spread in acres, located at Hoshiarpur and tax free zone
at AMB in Himachal Pradesh. Sonalika is the one of the top 3 tractor
manufacturing companies in India, other products include off, Multi utility
vehicles, engines and various farm equipments. Today the group stands
tall with an approximate turnover of 3200 Core INR. An average growth of
30% makes it one of the fastest growing corporate in India. Its is also one
of the few debt free companies. Group has strength of about 2000
employee & technocrats. History reveals that innovation is the key to
continued progress and when applied to technology that touches human
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
life, it can unfold a whole new economic phenomenon that has the power
to change the world. With unique initiatives like the Thought leadership
Forum, Leadership Forum, we have been able to create a unique platform
for learning through success stories of industry leaders.
Board of Directors
Mr. L.D.Mittal
Chairman
Mr. A.S.Mittal
Vice Chairman
Mr. Deepak Mittal
Managing Director
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
Quality Assurance
No, doubt that the Sonalika products has created a niche for
themselves not only in India but also in foreign market. To
maintain quality have any defect even at micro level is been taken
care of and rectified. The technology for Painting, which we use, is
of the high quality and we have paint shop with world-class
quality standards.
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
International Tractors Ltd, Certified as
Quality Management System- ISO 9001:2000 Std. Quality Management System- ISO/TS 16949:2002 Std. ( ITL Auto Division )
ISO 14001:2004 Environment Management System
Consumer Behavior and Satisfaction Towards Sonalika Tractors
The industry has gradually transformed itself into a world-
class player involved in building state-of-the-art products, solutions and
technologies. As an industry, we are very conscious of our responsibility
to society. Sonalika Foundation intends to become a catalyst, encouraging
our members to do more, capturing best practices for quality and
harnessing a greater range of resources, from the industry and beyond,
to make a major impact on the development. It has been our vision to
cater to the needful agriculture and auto industry with quality products
through untiring dedication and activities. As we step in to our fifth
decade of existence, we continue to lead the development. Tractor and
car plants work in 2 to 3 shifts depending upon volume of work for
maximum production. We continue to march ahead on road to success
and glory driven by the force of initiative and determination to have a
leading position in the tractor industry in the days to come. We have
ventured in
to automobile sector also with the launching of Rhino –MUV- to write
another success story.
PRODUCT PROFILE
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
The success saga of Sonalika Group a business conglomerate having
prime interest in agricultural & auto machinery goes back to nearly 5
decades.
The corporate philosophy embedded in trust, quality and
commitment has helped the group to carve out a niche for itself in the
highly competitive world of Machinery.
Sonalika is the fastest growing tractor company registering
growth over growth since its inception has crossed 1.80 lakhs nearly in 10
years & has attained one of the positions in top three in India.
Dealer Profile
Profile of MANJUSHREE TRACTORS
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
Firm : Manju shree tractors
Owner of the firm : SATYANARAYANA..M
Departments : Sales Section
Service Section
Spares Section
Accounts Section
Work Shop
Managing Director & Owner:
SATYANARAYANA..M
Sales Manager : MURALI
Warranty Section : SUNiL
Office Staff : SHASHI
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
MOHAN
Sales Men :RAMU
JAYARAM
SHIVU
HARISH
Organization Structure of Manjushree Tractors
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Managing Director
Sales ManagerFinance Manager
Works Manager
Showroom Incharge
Accountant Supervisor
Water Service
Helper
Tele Marketing
Field Executives (Salesman)
Consumer Behavior and Satisfaction Towards Sonalika Tractors
Some Financial Institutions providing credit facility in purchasing Sonalika Tractors
1. L&T Finance
2. SBH
3. PGB
4. Other finance / Banks
Dealing Procedures of Manjushree Tractors
1. Showroom Sales : Where customer approach sales
manager
2. Salesman Approach: Where customer make direct
contact(approaches to village customers)
3. Through Marketing: Where dealer has to computes with
competitors with different promotional activities like
advertisement, demonstration, display, road show, test
drive.
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
Other Models
1) SonalikaDi – 340 S
2) SonalikaDi – 750II
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
3) SonalikaDi – 730II
4) SonalikaDi – 740III
5) SonalikaDi - 90
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
4.DATA ANALISESANALYSIS AND INTERPREATION:
Table – 1
TABLE SHOWING FACTORS INFLUENCING IN BUYING THE VEHICLE
Particulars No. of Respondents PercentageShowroom 30 60%
Advertisement 10 20%Friends 03 6%
Self 07 14%Total 50 100%
INTERPREATION:
Table 1 reveals that among 50 respondents, 60% of them are in the group
of company show room, 20% of them are in the group of advertisment, 06% of
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
30
10
3
7
60% 20% 6% 14%
Show Room Advertisement Friends Self
No. of respondents Percentage
Consumer Behavior and Satisfaction Towards Sonalika Tractors
them are in the group of friends, & 14% of them in the group of self Most of the
people are buying tractors in the show room.
Table – 2
TABLE SHOWING PROFESSION OF RESPONDENTS:
PROFESSIONS
NO. OF
RESPONDENTS PERCENTAGEAGRICULTURE 31 62%
BUSINESS 07 14%OTHERS 12 24%TOTAL 50 100%
INTERPRETATION:
The profession of the people place on important role in the purchase
of tractors. From the table shows that of the 50 respondents, 62% are
from agriculture, 24% are from others and 14% are from business. The
profession 0f agriculture is the main role of purchase in tractors.
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
31
7
12
62% 14% 24%0
5
10
15
20
25
30
35
Agriculture Bussiness Others
No.of respondents Percentage
Consumer Behavior and Satisfaction Towards Sonalika Tractors
Table – 3
TABLE SHOWING AWARE OF DIFFERENT TRACTOR BRANDS
BRAND RESPONDENTS PERCENTAGEMahindra 29 58%
JD 10 20%Swaraj 4 8%
Tafe 7 14%TOTAL 50 100%
INTERPRETAION:
The above table shows that among 50 respondents, 58% of them
are in the group of Mahindra, 20% of them are in the group of JD, 14%
of them are in the group of Tafe and 8% of them are in the group of
Swaraj. In this we come to know that most people are aware of Mahindra
brand tractors
Table – 4
Table showing the MODE OF PURCHASE of tractor
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
29
58%
10
20%
4
8%
7
14%0
5
10
15
20
25
30
Mahindra JD Swaraj Tafe
No.of respondents Percentage
Consumer Behavior and Satisfaction Towards Sonalika Tractors
Particular No. of respondents PercentageCash 15 30%Credit 35 70%Total 50 100%
INTERPRETAION:
The above table shows that among 50 respondents, 70% of them
are customers purchase under credit mode, and 30% of them are
purchase under cash mode. In this we come to know that most people are
aware of credit mode of purchase.
Table – 5
Table showing the Source of CREDIT PURCHASE
Particular No. of respondents PercentageMMFSL 14 28%L&T Finance 13 26%PGB 15 30%
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Cash30%
Credit70%
Consumer Behavior and Satisfaction Towards Sonalika Tractors
SBH 3 6%Other Finance/Bank 5 10%Total 50 100%
INTERPRETAION:
The above table shows that among 50 respondents, 28% of them are
customers purchase Mahindra Finance, 26% of them are purchase from
L&T Finance, 30% of customer purchase under PGB Bank, 6% of
customer purchase from SBH Bank, and 10% of customer purchase
through other finance or Bank. In this we come to know that most people
are aware of credit mode of purchase.
Table – 6
Table showing the Source of Awareness
Particular No. of respondents PercentageTV Adds 03 06%News Paper 21 42%Magazines 03 06%Other source 23 46%
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
14
28%
13
26%
15
30%
3
6%
5
10%
MMFSL L&T Finance PGB SBH OtherFinance/Bank
No.of respondents Percentage
Consumer Behavior and Satisfaction Towards Sonalika Tractors
INTERPRETAION:
The above table shows that among 50 respondents, 06% are customers
in the group of TV Adds, 42% of customers are in the group of News
Paper, 06% of customers are in the group of Magazines, 46% of
customers are in the group of Other source. In this we come to know that
most people are aware from other source.
5. FINDINGS
• Sonalika is the fastest growing tractor company registering growth
over growth since its inception has crossed 3.80 lakhs nearly in 11
years & attained one of the position in top three in India.
• According survey it was found that Sonalika tractors have a brand
loyalty than other tractors, because of its some advanced features.
• Government has increased more loans schemes for agriculture purpose
that has made increase in sales of tractors.
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
36%
21
42%3
6%
23
46%
0
5
10
15
20
25
TV Adds News paper Magazines Other Source
No. of respondents Percentage
Consumer Behavior and Satisfaction Towards Sonalika Tractors
• Training program to staff at dealers end has given better improvement
as per service part is considered.
• In case of loan the salesman of dealer does the most work as per
documentation of bank is considered.
• Sonalika International is better performer in the tractor industry.
• Dealers marketing strategies and sales promotion are good.
Suggestions:
• Sufficient spares should be maintained in stock
• The dealer should regularly complete the activities as suggested by
Sonalika International Limited.
• Bank Officials, Patwari’s and Sarpanchas of your area should always be
in touch as they help a lot in case of a loan transaction.
• Farmers of your regional area have to be trained up or knowledge
regarding irrigation should be provided.
• Awareness of new technical instruments for irrigation should be
implemented.
• Dealer should have 25% of the capital before the start of the season.
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
CONCLUSION:
The title of the project work I have under taken is A Study on
“Consumer Behavior and Satisfaction towards Sonalika
tractors” Sri Manjushree Tractors vidyanagar,
During the study I had great experience with the
staff of the firm. I conclude saying that Manjushree Tractors
has greater future as per sales & service of tractors are
considered.
A clean well furnished office has been setup and the
maintenance of records of the customers has been
systematically done.
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
SONALIKA TRACTORS
QUESTIONNAIRE
1. Name :
2. Age :
3. Sex : MALE ( ) FEMALE ( )
4. Address : ________________________________________
________________________________________
________________________________________
________________________________________
5. Profession : AGRICULTURE [ ]
BUSINESS [ ]
OTHERS [ ]
6. Annual Income:
BELOW 40,000 ( ) 40000-70,000 ( )
70,000-1, 00,000 ( ) ABOVE 1, 00,000 ( )
7. What factors influenced you to buy Sonalika Tractors?
a. Company showroom ( ) b. Advertising ( )
c. Colleagues ( ) d. Others ( )
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
8. Mode of purchase?
a. Cash { } b. Credit { }
If the answer is credit then specify the source of credit
Financial companies?
a. MMFSL { } b. L&T Finance { }
c. PGB { } d. SBH { }
e. Other Finance/Bank { }
9. Are you satisfied with your financier?
(a) Fully satisfied ( ) (b) Satisfied ( )
(c) Dissatisfied ( )
10. Are you aware of these tractors brands?
(a) SONALIKA ( ) (b) Mahindra ( )
(c) Swaraj ( ) (d) JD ( )
11. source of awareness:
(a) TV Ads ( ) (b) News paper ( )
(c) Magazines ( ) (d) Others ( )
12. Are you satisfied with the vehicle performance?
(a) Yes ( ) (b) No ( )
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
13. From where did you purchase your present vehicle?
(a) Show room ( ) (b) Friends ( )
(d) Relatives ( ) (d) Other Specify( )
14. Since how many years are using the vehicle?
(a) Below 1Year ( ) (b) Since 1 year ( )
(c) Since 3 years ( ) (d) More than 5 Years ( )
15. Are You Satisfied with sales and service?
(a) Yes ( ) (b) No ( )
(b)
16. Do you suggest purchasing above vehicle to others?
(a) Yes ( ) (b) No ( )
17. Suggestions Please:____________________
____________________
Customer Signature
I sincerely thank you for spending your valuable time for giving the information.
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi
Consumer Behavior and Satisfaction Towards Sonalika Tractors
**************
BIBLIOGRAPHY
• www.google search.com • www.sonalika groups. in
Manju shree tractors Gangavathi @@@@ TMAE Society’s, Gangavathi