son alika marketing project

7/30/2019 Son Alika marketing project

1/28

Consumer Behavior and Satisfaction TowardsSonalika 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

Conclusion

Annexure

Questionnaires

Bibliography

Manju shree tractors Gangavathi @@@@ TMAE Societys, Gangavathi


2/28


synopsisINTRODUCTION

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,



3/28


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



4/28


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



5/28


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.



6/28


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.

http://www.sonalika.com/http://www.sonalika.com/


7/28


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



8/28


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



9/28


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.


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


10/28


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



11/28


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



12/28


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



13/28


MOHAN

Sales Men :RAMU

JAYARAM

SHIVU

HARISH

Organization Structure of Manjushree Tractors


Managing

Director

Sales ManagerFinanceManager

WorksManager

Showroom

Incharge

Accountant Supervisor

Water Service

Helper

Tele Marketing

Field

Executives(Salesman)


14/28


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.



15/28


Other Models

1) SonalikaDi 340 S

2) SonalikaDi 750II



16/28


3) SonalikaDi 730II

4) SonalikaDi 740III

5) SonalikaDi - 90



17/28


4.DATA ANALISESANALYSIS AND INTERPREATION:

Table 1

TABLE SHOWING FACTORS INFLUENCING IN BUYING THEVEHICLE

Particulars No. of Respondents Percentage

Showroom 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


30

10

3

7

60% 20% 6% 14%

Show Room Advertisement Friends Self

No. of respondents Percentage


18/28


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 2TABLE SHOWING PROFESSION OF RESPONDENTS:

PROFESSIONS

NO. OF

RESPONDENTS PERCENTAGE

AGRICULTURE 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.


31

7

12

62% 14% 24%05

10

15

20

25

30

35

Agriculture Bussiness Others

No.of respondents Percentage


19/28


Table 3

TABLE SHOWING AWARE OF DIFFERENT TRACTOR BRANDS

BRAND RESPONDENTS PERCENTAGE

Mahindra 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


29

58%

10

20%

4

8%

7

14%0

5

10

15

20

25

30

Mahindra JD Swaraj Tafe



20/28


Particular No. of respondents Percentage

Cash 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


MMFSL 14 28%

L&T Finance 13 26%PGB 15 30%


Cash

30%

Credit

70%


21/28


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 fromL&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


TV Adds 03 06%

News Paper 21 42%

Magazines 03 06%

Other source 23 46%


14

28%

13

26%

15

30%

3

6%

5

10%

MMFSL L&T Finance PGB SBH Other

Finance/Bank



22/28


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.


3

6%

21

42%

3

6%

23

46%

0

5

10

15

20

25

TV Adds News paper Magazines Other Source

No. of respondents Percentage


23/28


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.



24/28


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.



25/28


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 ( )



26/28


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 ( )



27/28


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:____________________

____________________

CustomerSignature

I sincerely thank you for spending your

valuable time for giving the information.



28/28


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

BIBLIOGRAPHY

www.google search.com

www.sonalikagroups. in
http://www.google/http://www.sonalika/http://www.google/http://www.sonalika/

son alika marketing project

Documents