Consumer Behavior and Satisfaction Towards Sonalika Tractors

Project report view I)

II)

Synopsis
Introduction to the study Objectives for the study Research Methodology Limitations of Study

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 Conclusion

Annexure
Questionnaires Bibliography

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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,

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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-sumfertilizer 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

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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

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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.

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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.

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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 Societys, 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

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

Quality Assurance
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

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.

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

The industry has gradually transformed itself into a worldclass 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

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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

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

Firm Owner of the firm Departments

: Manju shree tractors :

SATYANARAYANA..M

: Sales Section Service Section Spares Section Accounts Section Work Shop

Managing Director & Owner: SATYANARAYANA..M Sales Manager Warranty Section : MURALI : SUNiL

Office Staff

: SHASHI

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

MOHAN Sales Men :RAMU JAYARAM SHIVU HARISH

Organization Structure of Manjushree Tractors

Managing Director

Sales Manager Showroom Incharge Tele Marketing Field Executives (Salesman)

Finance Manager Accountant

Works Manager Supervisor

Water Service

Helper

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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.

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

Other Models 1) Sonalika Di 340 S

2) Sonalika Di 750II

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

3) Sonalika Di 730II

4) Sonalika Di 740III

5) Sonalika Di - 90

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

4.DATA ANALISES
ANALYSIS AND INTERPREATION:

Table 1
TABLE SHOWING FACTORS INFLUENCING IN BUYING THE VEHICLE Particulars No. of Respondents Percentage Showroom 30 60% Advertisement 10 20% Friends 03 6% Self 07 14% Total 50 100%

No. of respondents 30

Percentage

10 7 60% Show Room 20% Adv ertisement 3 6% Friends 14% Self

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

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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: NO. OF PROFESSIONS AGRICULTURE BUSINESS OTHERS TOTAL RESPONDENTS 31 07 12 50 PERCENTAGE 62% 14% 24% 100%

35 30 25 20 15 10 5 0

31

12 7 62% Agriculture 14% Bussiness No.of respondents Percentage 24% Others

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.

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

Table 3
TABLE SHOWING AWARE OF DIFFERENT TRACTOR BRANDS BRAND Mahindra JD Swaraj Tafe TOTAL RESPONDENTS 29 10 4 7 50 PERCENTAGE 58% 20% 8% 14% 100%

30 25 20 15 10 5

29

10 7 4 58% 20% JD No.of respondents Swaraj Percentage 8% Tafe 14%

Mahindra

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

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

Particular Cash Credit Total No. of respondents 15 35 50 Percentage 30% 70% 100%

Cash 30%

Credit 70%

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 MMFSL L&T Finance PGB No. of respondents 14 13 15 Percentage 28% 26% 30%

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

SBH Other Finance/Bank Total 3 5 50 6% 10% 100%

No.of respondents 14 15 13

Percentage

5 3 28% MMFSL 26% L&T Finance PGB 30% SBH 6% 10% Other Finance/Bank

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 TV Adds News Paper Magazines Other source No. of respondents 03 21 03 23 Percentage 06% 42% 06% 46%

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

25 20 15 10 5 0 3 6% TV Adds

21

23

3 42% News paper 6% Magazines 46% Other Source

No. of respondents

Percentage

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.

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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, Patwaris 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.

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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.

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

SONALIKA TRACTORS
QUESTIONNAIRE
1. Name 2. Age 3. Sex 4. Address : : : MALE ( ) FEMALE ( )

: ________________________________________ ________________________________________ ________________________________________ ________________________________________

5. Profession

AGRICULTURE BUSINESS OTHERS

[ [ [

] ] ]

6. Annual Income: BELOW 40,000 70,000-1, 00,000 ( ( ) ) 40000-70,000 ( ) )

ABOVE 1, 00,000 (

7. What factors influenced you to buy Sonalika Tractors?

a. Company showroom (
c. Colleagues (

) )

b. Advertising d. Others

( (

) )

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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
c. PGB

{ {

} }

b. L&T Finance d. SBH }

{ {

} }

e. Other Finance/Bank {

9. Are you satisfied with your financier?

(a) Fully satisfied (c) Dissatisfied

( (

) )

(b) Satisfied

10.

Are you aware of these tractors brands?

(a) (c)

SONALIKA Swaraj

( (

) )

(b) Mahindra (d) JD

( (

) )

11.

source of awareness:

(a) (c)

TV Ads Magazines ( )

(b) News paper ( (d) Others ( )

12.

Are you satisfied with the vehicle performance?

(a) Yes

(b) No

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Consumer Behavior and Satisfaction Towards Sonalika Tractors

13.

From where did you purchase your present vehicle?

(a) (d) 14.

Show room ( Relatives (

) )

(b)

Friends

) )

(d) Other Specify(

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) 16.

(b) No

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.
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Consumer Behavior and Satisfaction Towards Sonalika Tractors

**************

BIBLIOGRAPHY
www.google search.com www.sonalikagroups. in

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