Submitted By

Tapaj Kumar Pani

Roll No : 11MBAS02057

Rd Computer & Management,

Talcher

CERTIFICATE OF APPROVAL
This is to Certify that the Summer Training Entitled:
A Study on Marketing Policy of Sonalika Tractor
Submitted by Tapaj Kumar Pani (Roll No. 11MBAS02057), Sambalpur University, Burla towards partial
fulfillment of the requirements for the award of the degree of Master of Business Administration (MBA) is
a bona fide record of the work carried out by him under the able guidance of Mr. Manik Chand Ghosh,
Faculty, RD Computer & Management, Talcher.

(Approval of the Center Director)

DECLARATION

I do hereby declare that I have completed summer training In A Study on Marketing

Policy of Sonalika Tractor, under the guidance of our faculty Mr. Manik Chand Ghosh.
This report is submitted by me in partial fulfillment of MBA course from DDCE Sambalpur
University. The report is exclusively and comprehensively prepared and conceptualized by
me. All the information and data given here in this project are as per my fullest knowledge
collected during the field work and form various websites. It has not published any where
before.

Tapaj Kumar Pani

CERTIFICATE
This is to certify that Tapaj Kumar Pani bearing the Roll No.
11MBAS02057 is a bonafide student of DDCE, Sambalpur
University. He has conducted the project on "A STUDY ON
MARKETING POLICY OF SONALIKA TRACTOR" under my
guidance as per the partial fulfillment of the requirement of the
degree of MBA.
To the best of my knowledge she has work sincerely to being
this report.

Amit Chouhan
Marketing Head
Angul Branch

ACKNOWLEDGEMENT
I feel immense pleasure to give the credit of my project work not only to one individual
as this work is integrated effort of all those who concerned with it. I want to owe my
thanks to all those individuals who guided me to move on the track.
This report entitled MARKET SURVERY OF TRACTORS is the outcome of my
summer training at International Tractors Limited.
I sincerely express my gratitude and lot of thanks to Mr. Amit Chouhan, Marketing
Head, Sonalika Tractors Ltd, Angul Branch and to the other staff members of
International Tractors Limited, for helping me in completing my project work and
making it a great success.
I would like to express my deep sense of gratitude to staff of RD COMPUTER &
MANAGEMENT, TALCHER who introduced me to the subject and under whose
guidance I am able to complete my project.
Last but not least, I would thank all my friends, faculty members and all respondents
who rendered their precious time for contributing their skills and to fill the
questionnaire, which made my project more appealing and attractive.

Tapaj Kumar Pani

PREFACE
As MBA degree require equal attention practical as well as theoretical aspect of
the business, various problems are to be dealt within these courses, that is why
research programs are there to give deep as well as thorough knowledge of the
subjects. The way to aware the people is marketing.

During my project work I observed all the aspects of tractor and gathered all the
necessary information regarding it. I was given thorough knowledge about each
and every aspect of the company.

My project entitled Marketing Survey On Consumer Awareness About Tractors

sincere effort has been made to bring about the lucid facts it is hoped that this
report meets the given expectations and various requirements of the research.

In the first phase company profile of Sonalika and products of Sonalika are
given. After that a market research is performed with a sample size of 200 people.
The research study was limited to TALWARA. Here, in my survey, I have
contacted the respondents through personal interviews only.

The objective of the research is to study the customer awareness regarding

Sonalika Tractors and to know the different parameters that influence the customer in

purchasing the tractor.

In the last phase of the report findings, suggestions and conclusions have been drawn.
The Rs 7,000-crore Indian tractor industry has been growing sluggishly at two per cent
per annum for some years now, and the trend is likely to continue this year. Industry
sources attribute this to several factors. But the most important is the general

slowdown of the rural economy. Sale of Sonalika has increased in each year. This
shows the company is doing well in market and giving tough competition to its

competitors

TABLE OF CONTENTS
PARTICULARS

SR. NO.

CHAPTER I : INTRODUCTION
1.1

About the Company

1.2

International Tractors Limited

1.3

Sonalika awarded

1.4

Certifications to Sonalika

1.5

Joint Ventures

1.6

Memorandum Of Understandings
CHAPTER II : OBJECTIVES OF THE STUDY

2.1

Objectives of the Study

CHAPTER III : RESEARCH METHODOLOGY

3.1

Research Methodology

3.2

Limitations of the Study

CHAPTER IV : DATA ANALYSIS AND ITS INTERPRETATION

4.1

Data Analysis and Its Interpretation

CHAPTER V: FINDINGS AND SUGGESTIONS

5.1

Findings of the Study

5.2

Suggestions
CHAPTER VI : CONCLUSION

6.1

Conclusion
BIBLIOGRAPHY
ANNEXURE
Questionnaire

LIST OF GRAPHS
GRAPH NO.

PARTICULARS

4.1

Knowledge about various brand of tractors

4.2

Tractor owned by respondents and its HP Range

4.3

Type of Work taken from a tractor

4.4

Expectations from a tractor

4.5

Season preferred to buy a tractor

4.6

Financial sector influence you most while buying a

tractor

4.7

Factors affect to the choice of a tractor

4.8

sources influence the purchase of a particular brand

of tractor

4.9

Problems faced by respondents in their tractor

4.10

Satisfaction level of respondents from their existing

tractor

4.11

Response regarding Sonliaka Tractor

4.12

New features customer expect from tractor

4.13
4.14

manufacturers
Advertisement of Sonalika
Favourite newspaper or magazine of the
respondents

LIST OF TABLES
PARTICULARS

TABLE NO.
4.1

Knowledge about various brand of tractors

4.2

Tractor owned by respondents and its HP Range

4.3

Type of Work taken from a tractor

4.4

Expectations from a tractor

4.5

Season preferred to buy a tractor

4.6

Financial sector influence you most while buying a

tractor

4.7

Factors affect to the choice of a tractor

4.8

sources influence the purchase of a particular brand

4.9
4.10
4.11
4.12
4.13
4.14

of tractor
Problems faced by respondents in their tractor
Satisfaction level of respondents from their existing
tractor
Response regarding Sonliaka Tractor
New features customer expect from tractor
manufacturers
Advertisement of Sonalika
Favourite newspaper or magazine of the
respondents

INTRODUCTION

COMPANY PROFILE
Sh L.D Mittal Chairman of the company helped by Sh. A.S. Mittal Managing
Director Mittal Joint Managing Director gave a serious thought to it and started working
on the new project to develop a tractor as per aspirations of the farming community.
Company's engineers were sent all over the country to assess the needs and requirements
of the farmers and also to know what problems are being faced with the brands being
used by them. R&D exercises were undertaken and a tractor was developed with the
combined efforts of workers and engineers of the company. The tractor had all features of
having more pulling power, more speed, more efficiency in deep ploughing and
transportation etc. and it was equally efficient with agriculture implements .The hardest
Budhni Test gave the tractor an excellent rating. Above all, the farming community
started patronizing the new product of their dreams and within a short span,

popularity of the tractors became visible. The number of dealers also went on
increasing with the increased production and excellent performance of the tractor.
There was practically Q of the dealers and the number of dealers has reached
more than 570 now having representation from all states.
The Sonalika International' after the great success of its 740 model and
improved Double Clutch model continued its efforts in manufacturing yet another
models with increased Horse Power with foreign technology in the shape of DI 60
and Dl-55. These high range tractors have also caught the fancy of the farmers
especially with bigger holdings. The company has shown a record growth rate of
124% which has not been registered by any other brand so far and that too within a
short duration. It is creditable indeed and speaks of company" spreading its wings at a
very fast speed. Keeping in view, the requirements of farmers with small holdings,

Sonalika has come out with 3 more small range 725,730 and 732 models a demand

of these tractors is catching up day by day. In addition 45 and 50 HP tractors have

also been developed to meet with the requirements of middle class farmers.
Sonalika has not stopped. It believes in improving upon its performance and
accelerating pace of progress further. Its has yet another feather in its cap when it
signed MOU with the world Automobile giant Renault Agriculture France on 30

th

April 1999. Now Sonalika International will be able to produce tractors with top
international technology under the guidance of French and Indian experts

at

reasonable rates. This will also facilitate India to earn much needed sizeable
amount of foreign exchange by exporting tractors made in India to foreign and
covering Southeast Asia, Africa and Europe.
The credit for this success goes to Sh. L.D.Mittal, the soft spoken Chairman under
whose leadership the company has flourished and is destined to reach still greater
heights. Sh. Mittal however attributes this to ever energetic Sh. A,S. Mittal
Managing Director and Sh. Deepak Mittal Joint Managing Director who have been
engineering the activities of the company successfully since inception. He has also
all praise for the workers, engineers and officers whose dedication and team work
has helped the company to reach this enviable position.

FINANCIAL HIGHLIGHTS
Tractors Productions Overview:
Year
1996-1997
1997-1998
1998-1999
1999-2000

2000-2001
2001-2002
2002-2003
2003-2004

2004-2005

Tractors (Numbers)
396
2770
6211
8773
13496
17002
16464
20020
26082

Agriculture Machinery Production Overview:

Year
1996-1997
1997-1998
1998-1999
1999-2000
2000-2001
2001-2002
2002-2003
2003-2004

Agriculture Machinery (Numbers)

5000
7500
12000
18000
24000
32000
17820
16090

SONALIKA GROUP COMPANIES

International Tractors Limited

International Tractors Limited was incorporated on October 17, 1995 for the
manufacture of Tractors and has since then built a distinct position for itself in the Tractor
industry. ITL is manufacturing various Tractors of Sonalika brand between 30 H.P. to 75
H.P, and CERES brand between 60HP to 90HP. The Tractors manufactured by the
company have secured a reputation of performance, quality and reliability in the market
because of their maximum pulling power, minimum fuel consumption and Emission. all
this makes ITL the fifth largest tractor selling company in India and the number one
company in Nepal. These tractors are also exported to various other countries also
including France, South Africa, Australia, Zimbabwe, Sri Lanka, Canada, Nepal, and

Bangladesh etc.

The company's marketing efforts are promoted by the network of 600 Dealers ,400
Sub dealers and 50 Stockiest supervised by various regional sales offices. Such a

networking has enabled the company to grow like a well-knit family whose roots
lie in its customers, who have been providing constant feedback and support to
allow the company to turn their dreams into products.

It is a matter of pride and honor for us that our Manufacturing Process, Quality
Control Systems and Research & Development facilities are ISO- 9001:2000
Certified by the Joint Accreditation System of Australia and New Zealand. We are
the first Tractor manufacturing company in the country to be accredited with ISO14001. It bears testimony to the fact that company is having world-class R&D
facilities, maintaining controls and systems of International Standards and
Environmental norms.

We are also the first Tractor manufacturers in the country producing 50 & 60 HP
Tractors fitted with diesel engines manufactured In-House, meeting Bharat II
norms of Smoke & Mass Emission. These engines have been tested and certified
by ARAI, Pune. United States Environmental Norms Agency, Washington DC has
also certified our Engines. These certifications enabled SONALIKA Tractors to
enter into World Market. All the models of Tractors and Combines Harvesters
manufactured by us are tested & approved by Central Farm Machinery and
Tractors Training & Testing Institute, Budni (MP) India, (the Government of India
institute authorized for issuing test reports). Recently SONALIKA Tractors have
been awarded "The Best Quality Award (2002-03)" by the Govt of India. Sonalika
International Tractors have also been approved for subsidy under various schemes.

SONALIKA AWARDED

Shri Deepak Mittal, Managing Director, International Tractors Limited

received this coveted award at the hands of Shri Shanta Kumar,
Honorable Minister for Rural Development, Govt Of India on the
occasion of the Second National Seminar on Quality Consciousness on
24th december,2002 at New Delhi.

Yet another feather was added to the cap of Sonalika when company's chairman,
Vice Chairman, and Managing Director were publicly honored in hotel Taj Man Singh
in recognition of their rich contribution to the tractor industry. Sh L.D. Mittal Chairman
was given Pride of Country award at the gracious hands of Chaudhary Prem Singh

Speaker Delhi Vidhan Sabha.

'Udyog Bhushan' was awarded to Sh. Deepak Mittal Managing Director, and
Gold Medal for excellent quality in production of tractors was given to Sh.
A.S.Mittal Vice Chairman . These awards have been instituted by "Society of
industry and Business achievements" and were given away in the presence of
large gathering comprising of Business and Industry magnates of the country as a
whole.

International Tractors Limited, the rapidly growing Tractor Company, has been
awarded the ITID Quality Excellence Award. This award has been instituted by
the institute Of Trade and Industrial Development.
Shri L.D. Mittal, Chairman, Sonalika Group Architect of a New World
8th Ernst & Young Entrepreneur of the year Award

Shri L.D. Mittal, Chairman, Sonalika Group receiving award at the

hands of Shri Sunil Bharti Mittal and Shri Kamal Nath, Minister of
Commerce, Govt. of India
The Ernst & Young Entrepreneur of the year Award Programme has increasingly
come to symbolise excellence in entrepreneurship on the global stage. Today it is
unequivocally established as The World Business Award' encompassing 125 cities
and 40 countries in the world.

The Award Programme links up with the world summit, a powerful platform
which presents participants with an opportunity to interact with global
entrepreneurial luminaries and a veritable who's who from the world of business,
international politics and academia and even sports.

Shri L.D. Mittal, Chairman, Sonalika Group was selected as one of the finalists,
as the Architect of a new world and this unique achievement was by no means a
simple task for the eminent panel of Jury to select "First among Equals". The jury
comprised distinguished personalities like Shri Sunil Bharti Mittal, Shri N.K.
Singh, Shri Keki Dadiseth, Sh. Nandan, M. Nilekani and Ms Rama Bijapurkar
who used their collective wisdom and rich experience to evaluate the list of
finalists from a number of deserving nominees who applied in this years
Entrepreneur of the year Award Programme.

Conferring of this unique honour speaks about the qualities of head & heart of
Shri L.D. Mittal who has in abundance vision, leadership, motivation, catalyst
for change, business acumenship and ability of a transformer. He has also proved
to be unique, emerging Business Giant, has to his credit new growth over growth
story and finally he is crowned with the changing of landscape of the area he is
engrossed with. All these qualities have weighed heavily for selection among
the finalists for the Ernst & Young entrepreneur of the year 2006.

Shri Mittal has also become Hon. Consul General of Republic of Macedonia in
India as well as President of Tractor Manufacturers Association after having
been awarded many national awards at the hands of great luminaries forthe
Yeoman Services rendered forthe cause of farm mechanisation and towards green
revolution in India. According to Shri Mittal who has turned 76, his passion for
service to the 'farmers' community will remain unabated till his last breath and he
will continue to fulfill his mission with dedication, perseverance and commitment
to usher in golden era in the lives of the farmers, the producers of food for all
human beings.

CERTIFICATIONS TO SONALIKA
ISO 9001:2000 Certifications
International Tractors Ltd. with Sonalika brand
of tractors have been certified as ISO 9001 issued
by International Standards Organization. This
certification can be earned by those organizations
only who can establish and demonstrate strict
compliance of quality systems prescribed under
ISO 9001 as highest level of certification under
which the organizations possess capabilities in
the area of design and, development and in
manufacturing and marketing functions. It is indeed a great honor for the
International Tractors Ltd. to have achieved this distinction that too within
short span of its inception. It is the 2nd such company in India, which has

received this certification.

ISO 14001 Certification
Sonalika has also been certified as ISO 14001
which is another golden feather in Company's
Cap and another stamp of quality.
We are the first Tractor manufacturing company
in the country to be accredited with ISO-14001.

JOINT VENTURES

ITL went into collaboration with Renault agriculture of France in July 2000.
Renault Agriculture is a subsidiary of the Renault Group with 51% stake owned by
CLAAS, Germany. Renault Agriculture is the largest tractor manufacturing company in
Europe. It produces tractors in the range of 50- 250 HP, having worldwide

distribution ands sales network.

Renault Agriculture - ITL agreement results in the production of Ceres and Solis

tractor under Sonalika brand name.

With a turnover of more than 637 billion (2002), Renault is one of the 30 largest
companies in the world. Each year Renault produces over two million vehicles and
employs over 140,000 people. Renault has alliance with NISSAN to complement the
financial and technical strengths bringing in synergic growth.

CLAAS is a leading manufacturer of farming equipment with a global presence.

It is the world market leader in forage harvester. Apart from the farming products
CLAAS also produces hydraulic components and transmissions. CLAAS
purchased 51% stake in Renault Agriculture in March 2003. It recorded the
turnover of over 1,000 million in the last financial year.

Memorandum Of Understandings
The Indian tractor market is dominated by low price, no frills, rugged, versatile
and low to medium powered tractors. Tractors have an integral part of farm
mechanization and have a crucial role to play in increasing productivity. In india

90% of the tractors are financed by bank credits at concession rates. Availability
of credit therefore, is the most crucial factor impacting tractor demand. ITL has
signed MoUs with various banks all over the country for tractor retail finance,
which is giving a special impetus to company. It has resulted in easy availability
of loans to farmers coupled with quick disposal of cases. The payment rotations
have also become faster from the dealers to the company, which helps cost
cutting.

Following is the list of banks, ITL alliances with:

Canara Bank
State Bank of
Patiala
State Bank of
Bikaner and
Jaipur (SBBJ)
Oriental Bank of

ICICI Bank
Andhra Bank

UTI Bank Ltd.

Central Bank of
India (CBI)

State Bank of
Indore
Bank of Punjab

Commerce (OBC) (BOP)

Corporation Bank
Bank of
Maharashtra

Punjab National
Bank (PNB)
Allahabad Bank

Union Bank of
India

C H APT E R - I I

OBJECTIVES OF
TH E STUDY

OBJECTIVES OF THE STUDY

1) To study the market survey of tractors.

2) To study the customer awareness regarding Sonalika Tractors.
3) To study the different parameters influence the customer in purchasing the
tractor.
4) To study the major market leader among various market payers.
5) To study consumers satisfaction towards purchased tractors.
6) To study the factor influencing purchases behavior of customer.
7) To study the various problems faced by customers in their tractor.
8) To study the satisfaction level of the customers with their existing tractor.

C H APT E R - I I I

RESEARCH
METH ODOLOGY

RESEARCH METHODOLOGY
Research means a search for knowledge or gain some new knowledge and
methodology can properly refer to the theoretical analysis of the methods appropriate
to a field of study or to the body of methods and principles particular to a branch of
knowledge. A Research methodology has a specified framework for collecting the
data in an effective manner. Research methodology means a "defining a problem,
defining the research objectives, developing the research plan, collecting the
information, analyzing the information and presentation of findings." Such framework
is called "Research Design". The research process that was followed by me consisting

following steps;

A) Defining the problem and research objectives

B) Developing the research plan
C) Collection of information
D) Analyzing the information
E) Presentation of findings

A) Defining the problem and research objectives

The definition of problem includes the study of MARKET SURVERY OF
TRACTORS."

B) Developing the Research Plan

The development of research plan has following steps:
1.

Data source

2.

Research approach

3.

Research instrument

4.

Sampling plan
i)

Sample unit

ii)

Sample size

iii)

Contact methods

1. Data Source: The researcher can get two types of data:

a)

a)

Primary Data

b)

Secondary Data

Primary Data
Primary data is a data which did not exist earlier and is being collected by the
researcher first time for its specific objectives. In other words, direct collection of data
from the source of information, technology including personal interview, telephonic
interviews, observation, Questionnaire and through schedules.

b)

Secondary data
Any data which have been collected earlier for some purpose are the secondary data.
Indirect collection of data from sources containing past or recent past information like
bank's brochures, annual publication, books etc.

Secondary sources used are:

Text books
I nternet sites
Newspaper articles
Brouchers

2. Research Approach
Survey is best suited for descriptive and analytical research. Survey are
undertaken to learn about people's knowledge, beliefs, preferences, satisfaction and so
on and to measure these magnitudes in the general public. Therefore, I have done this
survey for Descriptive and analytical research process. Descriptive research includes
surveys and fact finding enquiries of different kinds. The main purpose is description
of the state of affairs is noted down and analytical research used to analyze the

material and facts.

3. Research instrument
Questionnaire : Questionnaire (also known as self-administered survey) is a
type of statistical survey handed out in paper form usually to a specific
demographic to gather information in order to provider better service or goods.
A document that contains a set of questions that has been specially formulated
as a means of collecting information and surveying opinions, etc on a specified
subject or theme, etc .
A questionnaire was constructed for my survey.

4. Sampling plan
Sample is a group of few items which represents the population or universe
from where it has been taken. The sampling plan calls for three decisions;
a)

Sample unit

b)

Sample size

c)

Contact methods

a) Sample unit who is to be surveyed?

The target population must be defined that has to be sampled. It is necessary so
as to develop a sample frame so that everyone in the target population has an
equal chance of being sampled. I have completed my survey in Mukerian.
b) Sample size - how many people have to be surveyed?
Generally, large sample size gives more reliable results than small samples. The
sample consisted of 200 respondents. The sample was drawn from people
having different educational qualification, age group, occupation and income.
The selection of the respondents was done on the basis of Simple Random
Sampling. Simple random sampling is the technique in which every item in the
universe and population has an equal chance of being selected in the sample.
Researcher has no role to play or he cannot influence the selection process there
is no possibility of biasness. It can easily assess the accuracy of estimate.

c) Contact methods
Once the sampling plan has been determined the Questionnaire is how the
subject should be contracted i.e. by telephone interview, personal interview,
observation, mail etc. here, in my survey, I have contacted the respondents
through personal interviews.

D)Collecting the information

After this, I have collected the information from the respondents with the help
of Questionnaire.

D) Analyze the information

The next step is to extract the pertinent findings from the collected data. I have
tabulated the collected data and developed frequency distributions. Thus, the whole
data was grouped aspect wise and was presented in tabular form. Thus, frequencies

and percentages were prepared to render impact of study.

E) Presentations of findings
This was the last step of survey.

LIMITATIONS OF THE STUDY

Although I have done sincere efforts to collect authentic and relevant
information, the study may have the following limitations:

It was very difficult for me to get fulfill the forms because of respondents
busy schedule and not providing me sufficient time to fill the form seriously.

Scope of study is limited to Mukerian only because of limited time and

money. So results of study may not be generalized.

This study is based on the assumption that responses are true and factual

although at times that may not be the case.

Though every care has been taken to eliminate such biases, but
considering the human factor the possibility of small bias having come up
cannot be ruled out altogether.

DATA ANALYSIS &

ITS
INTERPRETATION

Q1. How many tractor companies do you know about ?

Companies
Tafe
Farmtrac
Mahindra
Sonalika
Swaraj
John Deer
Indofarm

No. of Respondents
100
75
100
100
90
50
35

New Holland

30

100

100

100

100
90

90
75

80
70
60

50

50

35

40

30

30
20
10
0

Tafe

Farmtrac Mahindra

Sonalika

Sw araj

John Deer Indofarm New Holland

Interpretation :
From the above graph it is clear that all the 100 respondents are aware of
Tafe, Mahindra, Sonalika, 90 respondents are aware of Swaraj, 75
respondents are aware about Farmtrac, 50 respondents are aware of John
Deer and 35 respondents have shown their awareness regarding Indofarm
Tractor. It is clear from the above graph that only 30 respondents are aware

about New Holland tractors.

Q2. Which tractor do you own and what is its HP ?

(a) Tractor
Companies

%age of Respondents

Tafe

22%

Farmtrac

20%

Mahindra

17%

Sonalika

25%

Swaraj

6%

John Deer

5%

Indofarm

2%

New Holland

3%
25%

25%
22%
20%
20%

17%

15%

10%
6%
5%
5%

0%

3%
2%

Tafe

Farmtrac Mahindra

Sonalika

Sw araj

John Deer Indofarm New Holland

(b) Segmentwise HP Range

HP Range

%age of Respondents

Below 30

15%

31-40

20%

More than 40

65%

65%
70%
60%
50%
40%
20%

30%
15%
20%
10%
0%

Below 30

31-40

More than 40

Interpretation :
From the above data it is clear that majority (25%) of the respondents have
Sonalika Tractors. 22% of the respondents have Tafe and 20% respondents have

Farmtrac Tractors followed by Mahindra, New Holland, Farmtrac, John Der

and Indofarm.
It is also revealed from the data of Segmetwise HP Range that majority of the
respondents have more than 40 HP range of tractors, 15% respondents have
below than 30 HP and remaining 20% respondents have 31-40 HP range of
tractors.

Q3. What work you generally take from a tractor ?

Type of Work

%age of Respondents

Agriculture

90%

Haulage

10%

90%

90%
80%
70%
60%
50%
40%
30%

10%

20%
10%
0%
Agriculture

Haulage

Interpretation :
From the above graph it is clear that majority (90%) of the respondents use
tractors for the agriculture purpose and remaining 10% respondents use the tractors

for haulage purpose.

Q4. What do you expect from a Tractor ? Please allocate 100 points
among the options.
Type of Work
Road Speed
Ground Clearance
Backup Torque
Fuel Efficiency
Good Looks
Less Maintenance
Availability of workshops/mechanics
Good Resale Value
Turning Radius
Size of Tractor
Total

20%
8
8
9
13
9
11
12
13
10
7
100

%age of Respondents
30% 25% 10%
7
8
9
5
6
7
14
12
11
14
13
12
9
9
8
12
12
12
12
13
11
12
11
13
8
8
9
7
8
8
100
100
100

15%
10
8
12
12
8
8
11
11
10
10
100

16
14
12
10
8
6
4
2

25%

10%

S iz e of Trac tor

Tur ning R adi us

Go o d R esal e V alu e

L ess M ai n ten an ce

G ood L ook s

Fu el E ff ici en cy
30%

Avai lab ility o f

w o rksh o p s/ m ech an ics

20%

B acku p To rq u e

Gro u n d C lear an ce

Ro ad S p eed

15%

There are many factors on which the success of tractor depends i.e. Fuel
Efficiency, Maintenance, After Sale Services etc. The above question is asked to the

respondents with the objective to know the expectation of the customer. From the
above graph it is clear that out of 100 respondents, 20%

respondents have given 8 points to road speed & ground clearance, 9 points to
backup torque, 10 points to turning radius, 11 points to less maintenance, 12 points to
availability of workshops/mechanics, 13 points to good resale value & fuel efficiency

and 7 points to size of tractor.

It is revealed from the above graph that out of 100 respondents, 30% respondents have
given 5 points to ground clearance, 7 points to road speed and size of tractor, 8 points to
turning radius, 9 points to good looks, 12 points to less maintenance, good resale value
& availability of workshops/mechanics and 14 points to backup torque and fuel
efficiency.
From the above graph it is clear that out of 100 respondents, 25% respondents have
given 6 points to ground clearance, 8 points to road speed, turning radius and size of
tractor, 11 points to good resale value, 12 points to backup torque, 13 points to fuel
efficiency and availability of workshops/maintenance.
It is revealed from the above graph that out of 100 respondents, 10% respondents have
given 7 points to ground clearance, 8 points to good looks and size of tractor, 9 points to
road speed & turning radius, 11 points to backup torque &availability of
workshops/mechanics, 12 points to fuel efficiency and less maintenance and 13

points to good resale value.

It is clear from the above graph that out of 100 respondents, 15% respondents have given
8 points to ground clearance, good looks, less maintenance, 10 points to road speed,,
turning radius, size of tractor, 11 points to availability of workshops/mechanics and good
resale value and 12 points to Backup Torque & Fuel Efficiency

Q5. In which season do you prefer to buy a tractor ?

Season

%age of Respondents

Spring

20%

Summer

50%

Autumn

20%

Rainy

10%

Winter

0%

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

20%

20%

20%
15%

10%

10%
0%

5%
0%

Spring

Summer Autumn

Rainy Winter

Interpretation :
As the summer season is the

season of farmers in India so most of the

respondents would like to buy a tractor in Summer Season. From the above
graph it is clear that majority (50%) of the respondents would like to buy a
tractor in summer season. 20% each of respondents would like to buy tractor
in spring and autumn season respectively and remaining 10% respondents
prefer to but tractor in rainy season.

Q6. Which financial sector influence you most while buying a tractor ?
(Rank the order).
Particulars

Ranking

Loan Facility

Price

Personal Selling

Buy Back Scheme

Discounts

Loan Facility

Price

Personal
Selling

Buy Back
Scheme

Discounts

Interpretation :
With the majority of our countrys population engaged in farming and
agriculture, our Farm Equipment Loans help rural India surge ahead in a big

way. So majority of the respondents have given first rank to Loan Facility,
second to Price, third to Personal Selling, fourth to Buy Back Scheme and
fifth to Discounts.

7. To what extent does these factors affect to the choice of a tractor ?

(Rate on 1-10 scale).
Factors
Brand Name
After Sale Services
Availability of spare parts
Kind of work to be taken from the tractor
Coverage area
Fuel Efficiency
Warranty

%age of Respondents
25% 10% 20% 30% 15%
8
7
10
9
9
10
8
7
10
10
10
9
9
8
7
6
8
7
6
7
10
10
9
8
9
8
10
7

7
8
10
10
7
10
9

12
10
8
6
4
2
0
Brand
Name

After Sale Availability Kind of Coverage

Fuel
Warranty
Services of spare work to be
area
Efficiency
parts
taken from
the tractor

25%

10%

20%

30%

15%

Interpretation :
There are many factors which affects the buying behaviour of the customers
like brand name, after sale services, availability of spare parts etc. From the
above data it is clear that out 100 respondents, 25% of the respondents have
given 8 points each to brand name and coverage area, 9 point to after sale
services, kind of work & warranty period and 10 points to availability of spare
parts & fuel efficiency.

From the above data it is revealed that out 100 respondents, 10% of the
respondents have given 7 points each to brand name and coverage area, 8 points
to kind of work & warranty period and 10 points to availability of spare parts,
after sale services & fuel efficiency.
The above graph shows that out 100 respondents, 20% of the respondents have
given 6 points to coverage area, 8 points to after sale services, 9 points to fuel
efficiency, 10 points each to brand name, availability of spare parts and
Warranty period.
It is stated that out 100 respondents, 30% of the respondents have given 6 points
to kind of work, 7 points to coverage area, warranty & after Sale Service, 8
points to fuel Efficiency and 9 points to brand Name and availability of spare
parts.
From the above graph it is clear that out of 100 respondents, 15% respondents
have given 7 points to brand name & coverage area, 8 points to after sale
services, 9 points to warranty period and 10 points each to availability of spare
parts, kind of work and fuel efficiency.

Q. How much does these sources influence the purchase of a particular

brand of tractor ?
Source

Agree

Relatives
Neighbours
/Villagers
Mechanics
Spare part
shops
Old
Customers

Neutral

Disagree

30
40

Strongly
Agree
20
0

30
50

10
10

Strongly
Disagree
10
0

40
50

50
50

10
0

0
0

0
0

40

30

20

10

50
45
40
35
30
25
20
15
10
5
0

Relatives

Agree

Strongly Agree

Neighbours /Villagers

Mechanics

Neutral

Disagree

Spare part shops

Strongly
Disagree

Old Customers

Interpretation :
From the above graph it is clear that majority of the respondents are influenced
by neigbhours, mechanics, spare part shops and old customers during purchase
of a particular brand of tractor.

Q9. What are the problems faced by you in your tractor ? (Rate on 1-10
scale)
Problems Faced

%age of Respondents
20% 25% 15% 10% 10% 20%
Clutch Plate Problem
8
7
9
6
8
Oil Leakage
7
6
8
5
7
Front Lifting
8
6
5
5
8
Gear Box Noise
8
7
6
6
7
Differential Noise
9
5
5
5
7
Not Fuel Efficient
7
8
7
8
9
Smoke on load
7
7
6
7
8
Non availability of spare parts
10
9
8
7
9
Slow speed
8
7
6
5
7
Frequent maintenance required
7
8
8
7
8
Heating of engine
7
6
7
6
7
Heavy drop in RPM
8
7
6
6
7
Not good for trolley
10
9
8
7
9

7
8
5
6
4
7
6
9
5
6
7
6
7

12
10
8
6
4
2
0

20%

25%

15%

10%

10%

20%

Interpretation :
From the above graph it is clear that majority of the respondents have rated Non
availability of spare parts as the major problem which is faced by the customers
followed by other problems like oil leakage, front lifting, gear box noise, differential

noise, not fuel efficient etc.

10. What satisfaction level you have from your tractor ?

Highly Not

Satisfied

Neutral

Highly

Not Satisfied

Satisfied

Satisfied

30%

60%

10%

--

--

60%

60%
50%
40%

30%

30%
20%

10%

10%
0%

Highly Not
Satisfied

Satisfied

Neutral

0%

0%

Not
Satisfied

Highly
Satisfied

Interpretation :
From the above graph it is clear that majority (60%) of the respondents are
satisfied with their tractor, 30% feels highly satisfied and 10% says neutral.
None of the respondent is dissatisfied with their tractors performance.

Q11. How do you describe Sonalika/your tractor on following

attributes?
High Quality

25%

Expensive

15%

Brand Image

15%

Well Built (Design and shape)

20%

Value for money

25%

25%

25%

25%
20%

20%
15%

15%

15%

10%

5%

0%

High Quality

Expensive

Brand Image

Well Built

Value for
money

Interpretation :
From the above graph is clear that 25% each of the respondents have rated their
tractor of high quality and value for money respectively while 20% respondents
considered their tractor of well built and remaining 15% each of respondents
have considered their tractor of good brand and expensive respectively.

12. What are the new features you expect from tractor manufacturers
High Fuel Efficiency

60%

Heavy Front Alignment

15%

Break System

10%

Gear Shifting

10%

Others

5%

60%
60%

50%

40%

30%
20%

15%

10%

10%

10%

5%

0%
High Fuel
Efficiency

Heavy Front
Alignment

Break System Gear Shifting

Others

Interpretation :
From the above graph it is clear that majority (60%) of the respondents want
high fuel efficiency, 15% want heavy front alignment, 10% want change in break
system, other 10% respondents want soft gear shifting and remaining 5%

respondents want other new features in their tractor.

Q13. Have you seen Sonalika advertisements ?

(a) Response
Response

No. of Respondents

Yes

75

No

25

75%
80%
70%
60%
50%
25%

40%
30%
20%
10%
0%

Yes No

Interpretation:
From the above data it is clear that out of 100 respondents 75 respondents have
seen Sonalika advertisements. It is also revealed from the above graph that 25%
respondents have not ever seen the advertisement of Sonalika Tractors.

(b) Sources of advertisement

Sources of advertisement
Newspaper /journals
Through Reference
Wall Paintings
Hoardings
Exhibition /Trade Shows
Through Supplier Visit
Radio FM
Others

No. of Respondents
50
5
5
5
0
10
20
5

50
50
45
40
35
30
25

20

20
15

10

10

0
Newspaper
/jo urnals

Through
Reference

Wal
Paintings

Hoardings

Exhibition
/Trade
Sho ws

Thro ugh
Radio FM
Supplier Visit

Others

Interpretation :
From the above graph it is clear that 50 respondents have seen advertisement of
Sonlika in newspapers and journals, 20 respondents have heard the advertisement of
Sonalika in Radio FM. 10 respondents have heard about Sonalika tractors through
supplier visit. 5 each of respondents have come to know about Sonalika Ad through
references, wall Paintings, hoardings and others respectively.

Q14. What is your favourite newspaper or magazine ?

Punjab Kesari

40%

Dainik Bhaskar

10%

Ajit

20%

Jagbani

20%

Dainik Jagran

10%

40%

40%
35%
30%
25%

20%

20%
15%

10%

10%

10%

20%

5%
0%

Punjab Kesari

Dainik
Bhaskar

Ajit Jagbani

Dainik Jagran

Interpretation :
The above question is asked to respondents to know their favourite newspapers
or magazine. From the above graph it is clear that majority of the respondents said
that Punjab Kesari is their favourite newspaper followed by Ajit, Jagbani, Dainik

Bhaskar and Dainik Jagran.

Q15. Do you want someone from Sonalika to get in touch with you ?
Yes

25%

No

75%

75%
80%
70%
60%
50%
40%

25%

30%
20%
10%
0%

Yes No

Interpretation :
From the above graph it is clear that only 25% respondents wished that
someone from Sonalika to get in touch with them and remaining 75%
respondents do not want from Sonalika to get in touch with them.

FINDINGS OF
THE S TUDY

FINDINGS OF THE STUDY

From the above study it is clear that all the 100 respondents are aware of
Tafe, Mahindra, Sonalika, 90 respondents are aware of Swaraj, 75 respondents
are aware about Farmtrac, 50 respondents are aware of John Deer and 35
respondents have shown their awareness regarding Indofarm Tractor. It is clear
from the above study that only 30 respondents are aware about New Holland
tractors.
It is clear that majority (25%) of the respondents have Sonalika Tractors.
22% of the respondents have Tafe and 20% respondents have Farmtrac Tractors
followed by Mahindra, New Holland, Farmtrac, John Der and Indofarm.
It is also revealed from the data of Segmetwise HP Range that majority of
the respondents have more than 40 HP range of tractors, 15% respondents have
below than 30 HP and remaining 20% respondents have 31-40 HP range of
tractors.
From the above study it is clear that majority (90%) of the respondents use
tractors for the agriculture purpose and remaining 10% respondents use the
tractors for haulage purpose.
As the summer season is the season of farmers in India so most of the
respondents would like to buy a tractor in Summer Season. From the above
study it is clear that majority (50%) of the respondents would like to buy a
tractor in summer season. 20% each of respondents would like to buy tractor in
spring and autumn season respectively and remaining 10% respondents prefer
to but tractor in rainy season.

 Majority of the respondents have given first rank to Loan Facility, second to
Price, third to Personal Selling, fourth to Buy Back Scheme and fifth to Discounts.

From the above study it is clear that majority of the respondents are influenced by

neigbhours, mechanics, spare part shops and old customers during purchase of a

particular brand of tractor.

From the above study it is clear that majority of the respondents have rated non

availability of spare parts as the major problem which is faced by the customers
followed by other problems like oil leakage, front lifting, gear box noise,

differential noise, not fuel efficient etc.

From the above study it is clear that majority (60%) of the respondents is satisfied

with their tractor, 30% feels highly satisfied and 10% says neutral. None of the
respondent is dissatisfied with their tractors performance.

From the above study is clear that 25% each of the respondents have rated their

tractor of high quality and value for money respectively while 20% respondents
considered their tractor of well built and remaining 15% each of respondents have
considered their tractor of good brand and expensive respectively.

From the above study it is clear that majority (60%) of the respondents want high

fuel efficiency, 15% want heavy front alignment, 10% want change in break system,
other 10% respondents want soft gear shifting and remaining 5% respondents want
other new features in their tractor.

 It is clear from the study that 36 respondents have seen advertisement of

Sonlika in newspapers and journals, 10 respondents have heard the advertisement of

Sonalika in Radio FM. 7 respondents have seen Sonlika ad in wall paintings

and other 7 respondents have come to know about Sonlika advertisement
through supplier visit. 5 respondents have come to know about Sonalika Ad
through hoardings, references and remaining 5 respondents through other
sources.
As we know that tractors are mostly used in villages and farmers are in the
villages of Punjab are familiar to Punjabi as compare to Hindi languages. So
the majority of the respondents said that Ajit is their favourite newspaper
followed by Jagbani, Punjab Kesari, Dainik Bhaskar and Dainik Jagran.
From the above study is clear that 25% each of the respondents have rated
their tractor of high quality and value for money respectively while 20%
respondents considered their tractor of well built and remaining 15% each of
respondents have considered their tractor of good brand and expensive
respectively.
From the above study it is clear that majority (60%) of the respondents want
high fuel efficiency, 15% want heavy front alignment, 10% want change in
break system, other 10% respondents want soft gear shifting and remaining 5%
respondents want other new features in their tractor.
From the above study it is clear that out of 100 respondents 75 respondents
have seen Sonalika advertisements. It is also revealed from the above study that
25% respondents have not ever seen the advertisement of Sonalika Tractors.

From the above study it is clear that 50 respondents have seen advertisement of

Sonlika in newspapers and journals, 20 respondents have heard the advertisement of

Sonalika in Radio FM. 10 respondents have heard about Sonalika tractors through

supplier visit. 5 each of respondents have come to know about Sonalika Ad

through references, wall Paintings, hoardings and others respectively.
From the above study it is clear that majority of the respondents said that
Punjab Kesari is their favourite newspaper followed by Ajit,

Jagbani, Dainik

Bhaskar and Dainik Jagran.

From the above study it is clear that only 25% respondents wished that
someone from Sonalika to get in touch with them and remaining 75%
respondents do not want from Sonalika to get in touch with them.

SUGG ESTIONS

SUGGESTIONS
Dealers recommends the company to use following source of ads.
Organization of full service camps and demos will be more effective other
media's. Direct contact program will yield more promising results the co should
make these as regular feature.
Participation in rural prestigious & famous fairs & melas would be the best
media to convey messages.
Keeping in view the increasing competition, the company should increase its
warranty period from one year to two years at least. This would attract more
customers.
ITL's tractors are generally used in Punjab only and to little extent in
Haryana, Rajasthan, Himachal. It should make every possible effort to improve
its sales in other states also like Andhra Pradesh. Gujarat,
Madhya Pradesh, J & K. U.P., etc.. This can be achieved by:
Conducting demonstration by organizing exhibition of the different
models of the tractors.
Giving dealer high Incentive, particularly in these States.
There is less emphasis on advertisement of Tractors. By increasing the
advertisement expenditure company can create more awareness among the
people.
Training should be given to the salesmen on how to make more sales through
building better relationships and handling promotion material efficiently.

 Sales executives of the company should try to solve the grievances of dealers
as early as possible which will reduce the risk that dealers will shift to other brands.

Provide more benefits to dealers in comparison to its competitors.

Higher official of the company must also visit the different outlets at least
once a month to get the feedback about the companys salesman and supervisor,
because at times supervisor can be biased.
In order to make branches like Combines, Thrashers, Maize reaper and Three
wheeler etc. more popular, the company needs to develop new promotional
strategies.

CON CLUSION

CONCLUSION
The Rs 7,000-crore Indian tractor industry has been growing sluggishly at two
per cent per annum for some years now, and the trend is likely to continue this year.
Industry sources attribute this to several factors. But the most important is the

general slowdown of the rural economy.

In the rural areas, tractors are used not just for farm operations, but also as a means of
transport for both men and materials. By doing the survey of 200 respondents I have

concluded that:

From the above study it is clear that majority of the respondents use tractors for the
agriculture purpose and remaining 10% respondents use the tractors for haulage

purpose.
All the dealers are using latest advertising skills like Demo in Fairs, giving adds

on cable network etc. to enhance there sales.

Tractor Industry is in the growth stage and new policies are to be made to develop

the growth.
Since the Mukerian region has been developing in the literacy rate. Some dealers
of the company are improving the image and position of their respective companies.

The

banks are also providing attractive loan schemes to motivate the

farmers to buy tractors

Sale of Sonalika has increased in each year. This shows the company is

doing well in market and giving tough competition to its competitors

However, India is the worlds second largest maker of tractors, which form one
of the most important agriculture equipments. The New Industrial Policy has delicensed the manufacture of tractors in India and since 1970 the production of tractors
has been witnessing steady growth. Tractor manufacture is now firmly established

in India and is highly competitive with rapid advances being made in technical
design and quality with increasing attention to export markets. The growth in
the sales of tractor touched an all time high in the last five years to about 30% in
2004-05 at 249,000 units, inclusive of exports. This is in comparison to 191,000
units in the previous year.

There is a need of some improvement in fuel efficiency: Improving fuel

efficiency, of the tractor engines, is a matter of national importance, as any
saving effected in fuel consumption would reduce the drain on foreign exchange
and therefore should receive utmost priority from all concerned Reducing the
specific fuel consumption is an expensive and time consuming exercise and
requires a specialised expertise and knowledge, which is not readily available
with the industry. It is suggested that assistance from organisations like ARAI,
Ricardo GK and AVL Austria, which conduct research, of this type would be
desirable, to get the desired results, quickly. Studies covering suitability and
optimum utilisation or of tractors, of different HPs, for different sizes of land
holdings, different soils or different crops should be sponsored Such studies
could be the base for incentives for encouraging, techno-economically efficient,
tractor models

Improvement in quality of tractor implements: All the benefits, that one can
expect, from a fuel efficient engine, can be nullified if matching implements are not
used with the tractor. If, properly designed implements, matched to the tractors are
used 20% to 30% improvement, in performance efficiency and proportional fuel
economy can be achieved Production, of tractor implements, is reserved by the Govt,
for the small scale sector, which, in many cases, need upgradation, in respect of design
and materials used. To achieve this, it is suggested, that each tractor manufacturer,
should design implements properly matched to their tractors and, of standardised

quality and make the know how for the same, available to the implement
manufacturers and adopt a system, of quality audit and monitor ing, to ensure
production of desired quality implements

Incentives for innovation: Because of, the expensive and time consuming, steps
required for developing original design of tractors and, introducing them in the
markets, entrepreneurs choose the easier option of importing the designs.
Suitable incentives, for indegenous development, of new tractor model, should
be provided.

BIBLIO GRAPHY

BIBLIOGRAPHY
BOOKS:1. Philip Kotlar, "Marketing Management", 11 Edition, Pearson Education
Publication.
th

2. Kothari, "Research Methodology".

3. Sontaki, "Marketing Management", II Edition, Kalyani Publisher.
nd

4. Bush Hair, "Marketing Research", II Edition, Tata McGraw Hill Education.

nd

WEBSITES:1. www.sonalika.com.
SEARCH ENGINE:www.google.com.
www.wikipedia.com
www.encarta.msn.com

ANNEXURE