VARUN Project

A Study on rural Customer Perception towards Sonalika tractors
CHAPTER 1
INTRODUCTION
BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

1
CHAPTER – 1
INTRODUCTION
1.1. Introduction:
The commercialization of farming grow in strength in the mid-to late nineteenth century the British
Raj in addition to the restricted legislature in addition to provide begin invest in undeveloped
growth all the way through sustain and rural investigate farm with academy and huge level
irrigation scheme up till now the stage of automation be small at the moment in time of self-
determination in 1947.
The communist sloping five day tactics of the 1950s and 1960s insistently promote rustic
automation using co-operative venture and tie-up among universal industrialist as well as global
tractor manufacturer. Regardless of this assertiveness the first three decades after freedom nearest
manufacture of 4-wheeler tractors grow gradually.
In the 1980s tractor fabricate was close to for every year 140,000 units and by the late 1990s by
development future 270,000 every year, India surpass the unified states as the world's greatest
producing of four-wheel tractors with more than 16 countrywide and 4 worldwide business
organization create tractors today. Indeed, even with these moving numbers FAO data estimation
that aggregate agrarian range in India, under half is under mechanical land preparing, speaking to
enormous open door still slave for horticultural computerization.
Due to recent development and industrial revolution, now it is easy to accept the new technology
for agriculture lands. Its due to this people can utilize the modern techniques to improve their
agriculture productivity. The new technology, which can be, adopted for agriculture productivity
for example Tractors.
A tractor the stage and significant function in the agriculture industry. Without help of tractor the
farmers take a lot more time to plough their field. Thanks to modernization, the tractors make the
work of the farmers to be finished on time. It also acts a travel accommodation to the village people
those who travel daily from village to the city. Farmers in plough their field but also help in the
other day to day work of the farmer either it carry people those who travel from village to city. It
also to carry bulk of goods from one place to another place

2
1.2. Background of the Study:
Marketing is perhaps the most complex and challenging function performed by every business
firm. The term „Marketing‟ is a very comprehensive one. Marketing thinking starts well before
production commences and ends only after rendering after sale satisfaction.
It is the set of those activities necessary and incidental to bring about exchange relationships. It
encompasses and their values are determined in monetary units.
It is that phase of business activity through which human wants are satisfied by the exchange of
goods and services. It is the skill of selecting and fulfilling consumer desires in such a way that a
dose of money put in brings back maximum return.
It has the fundamental goal of increasing sales of tractors and sustainable competitive advantage.
It includes all basic, short-term, and long-term activities in the field of marketing that deal with
the analysis of the strategic initial situation of a company and the formulation, evaluation and
selection of market-oriented strategies and therefore contribute to the goals of the company and its
marketing objectives.
1.3. INDUSTRY & COMPANY PROFILE:
Introduction to Tractor Industry
The higher profitability and more prominent yield are the two noteworthy commitments in ranch
automation.(Jan,2006). Tractor is extremely adaptable part of equipment for flexible in co-
operation for ground recovery and for transport absent a variety of harvest crop growing and also
working for transport absent a variety of operation linked with raise the crop by attach appropriate
equipment and to give the needed power for the stage a variety of yield manufacture operation
concerned in the manufacturer of agriculture crop. Tractors are assets concentrated also. This is
usually second-hand as a manner of move, in electrical energy age group, in structure manufacture
and for transport process. It has now turned out to be an essential fraction of farm organization.
The solicitation of tractor for the agricultural behavior which sweeps India throughout the previous
twenty years has erased the difficulty of farmers. Farm automation agenda in India aim

3
to place jointly the use of obtainable human being and creature farm authority with automatic
basis of manage like tractors for growing the output (Jan, 2006).Indian tractor industry.
History& Evolution:
1945 to 1960
• The Indian tractor industry was created in 1945 to 1960in this period of war surplus
tractors and bulldozers imported.
• Central and state Tractor association‟s setup to create and advance the supply and
utilization of tractors.
1961 to1970
o Initiated that neighborhood creation started with five makers delivering a sum of
880 units for each year. Eicher, Gujarat Tractors, TAFE, Escorts, M& M.
1971to1980
• Six original makers were set up amid this period.
• Escorts Ltd started Local producer of Ford tractors in 1971in coordinated
effort with Ford, UK.
• Credit offices for agriculturists kept on progressing.
1981 to 1990
• A promote five (Auto Tractors, Haryana Tractors, United Auto Tractors, Asian
Tractors, VST Tillers) makers started generation amid this period just last one made
due in the inexorably focused commercial center.
• Then the India a net merchant up to the mid-seventies turned into an exporter in
the 80's essentially to nations in Africa.
1991 Onwards
• Since 1992 it has not been important to acquire a mechanical permit for tractor
make in India.

4
• By 1997 yearly creation surpassed 2, 55,000, units and the national tractor stop
had passed the two million check.
• Many new makers like Bajaj Tempo, Holland, and John Deere have begun
creation.
Tractors are a dynamic portion of computerization and have a vital part to play in expanding
horticulture efficiency. By headway in assembling of tractors plausibility could the lead India to
another green upset.
In the 1961 since tractor producing in India began, the industry has developed at a unbelievable
step over the most recent five periods to accomplish a record generation of more than for every
year three lakh units.
Company profile:
Sonalika Group of industry Automobile

Founded 1969
Founder Lakshman Das Mittal
Headquarters India
Area Served Worldwide
Products Tractors, Multi-Utility Vehicles, motors,
cultivate hardware connection diesel gensets,
auto segments and pick & carry corners.
Number of Employees 5000
Website http://www.sonalika.com
History of Sonalika Group:
The sonalika gathering is one of the top car and farming hardware produces in India. Aside from
tractor its product offering incorporates multi utility vehicles, three wheelers, motors and different
ranch hardware's and actualizes. Set up in 1969, Sonalika bunch since the origin has attempted to
comprehend client should encourage them with its incentive for cash items. The

5
Company has a condition of craftsmanship assembling offices, spread in sections of land, situated
in the free bushes of Punjab and Himachal Pradesh.
Sonalika is one of the main 3tractor assembling organizations in India; different items incorporate
of, Multi utility vehicles, motors and different ranch equipment's. Today the gathering stands tall
with a roughly turnover of 5000 crore INR. A normal development of 30% makes it one of the
quickest developing corporate in India. It is additionally one of only a handful couple of obligation
free organizations. Bunch has quality of around 2000 worker technocrats. The organization takes
a shot at the most extreme of low generation cost and perfect and safe condition. Such endeavors
have gotten the organization the accreditation like ISO 9001 and ISO 14001. History uncovers that
imagined the way to moving advancement and when connected to innovation that touches human
life, it can unfurl a radical new financial wonder that has the quality to change in the globe. With
remarkable activities like the Thought administration discussion, initiative gathering, we have
possessed the capacity to make a one of a kind stage for learning through examples of overcoming
adversity of industry pioneers. The achievement of sonalika Group a business having a prime
enthusiasm for horticultural and auto hardware backpedals to almost five decades. The corporate
rationality inserted in trust, quality and responsibility has helped the gathering to cut out a specialty
for itself in the very focused world hardware. Sonalika is the quickest developing tractor
organization enlisting development over development since its beginning has crossed 1.80lac only
in 10 years and has achieved one of the positions in main three in India.
MISSION STATEMENT:
✓ We give careful consideration to clients so that, we can assemble items they require, and
not simply offer the items we fabricate.
VISION STATEMENT:
✓ The dream venture of sonalika gathering is to provide food the farming and vehicle
industry with quality grating items through untiring commitments and administration.
✓ Sonalika International Ltd vision is to wind up plainly the world's driving tractor
assembling and ranch Mechanization Company.

6
✓ To be the best consumer loyalty by being client engaged and adjusting frameworks and
procedures that creates and conveys high caliber, imaginative items at aggressive cost.
DETAILES OF TOP EXECUTIVES:
Mr. L.D. Mittal Chairman
Mr. A.S. Mittal Vice Chairman
Mr. Deepak Mittal Managing Director
Mr. Rajnesh Jain Finance Head
Mr. Ashok Kapoor Production Head
Mr. L.R. Yadav (CEO) Marketing Head
Mr. Ashwini Malik Research & Development Head
COMPETITORS:
The main competitors of Sonalika tractor are as follows:
➢ Swaraj tractors.
➢ Mahindra tractors.
➢ John Deere.
➢ Massy Ferguson.
➢ Eicher tractors.
➢ Farm track &power track.

7
DEALERSRS PROFILE
INTRODUCTION
This is the age of competition in the present market competition situation the large scale of product
cannot sell their products directly in the market. The complexity of production and distribution. A
strategy does not allow the producers handle both functions simultaneously.
Hence there is the role for dealer in the distribution. Moreover, the channel of distribution is very
long with complicated strategies. The channel of distribution varies from product to product, place
to place from time to time.
The strangeness of dealer performance largely depends on the policy provided or made by the
company. The area of physical distribution, it is very important for any firm to strong its marketing
activities and to see that products are available at the right time and right price to all people. The
distribution of product plays vital role in marketing of products the smooth flow of product from
producer to consumer largely depends on the activity by the distribution and dealer.
Profile of Sri. Nataraja Tractors
Sri Nataraja Tractors are a well-known Arm in the Davangere city that deals in tractors.Sri Nataraja
tractors were established in the year 2004 with the initial capital of Rs.4,00.000 Lakhs The Sri.
Nataraja Tractors have included 4000 satisfied customers, Hi-tech and modernized workshop door
step service and highly qualified manpower.
Location:
Sri. Nataraja Tractors located in the Opposite of Shankar Vihar complex P.B Road Davangere. It
has huge showroom display various types (Brands) of tractors to its customers. The showroom is
near to Jain Bajaj showroom.
Area Covered:
It covers entire Davangere city and all micro integers in Davangere city.

8
Objectives of the firm:
1) The primary objective of any business is to earn profit.

2) To promote and sell the sonalika tractors to their ultimate customers.
PRODUCT PROFILE
Indian Models | Baagban
Figure showing product profile
Indian Models
HP series 30
Development is a continuous process, Product Features/ Specifications may change without any
notice. Colours shown may vary from actual product colours. Tractors are shown with accessories
which may not be a standard fitment. Recommendation of implements may change depending on
soil conditions and local farming practices.
DI 42RX

9
Figure showing Indian models
Indian Models
Worldtrac 75 RX 2W / 4W
Worldtrac 90 RX 2W / 4W
Figure showing Indian models

10
Product Categories
TRACTOR NAME HORSE POWER LIFTING CAPACITY

DI-750III 50 1600Kg
DI-730II 30 1200 Kg
DI-735 35 1200 Kg at lower links
DI-55 55 1200 Kg at end of lower links
DI-750II 50 1200 Kg
DI-90 90 1600Kg at end of lower links
DI-75 2WD 75 1600 Kg
DI-750 50 1200 Kg at end of lower links
DI-60 SENIOR 60 1200 Kg at end of lower links
DI-75 4WD 75 1600 Kg
DI-740 III 40 1200 Kg
DI-60 2WD 60 1600 Kg
DI-60 4WD 60 1600 Kg
DI-745 III 45 1200 Kg
DI-35 35 1200 Kg

11
CHAPTER 2
LITERATURE REVIEW

12
THEORETICAL BACKGROUND OF THE STUDY
Introduction to Perception:
The individuals are continually assaulted by various tangible incitements including clamor,
locate, notice, taste, and so on the basic question in the investigation of recognition is the reason
a similar universe is seen distinctively by various people? The appropriate response is the
recognition. Diverse individuals see the widespread in an unexpected way.
As we are being distinctive people tend to see the world in our own particular unique ways
Individual act and respond on the premise of their reasoning, nature and logic of life not on the
premise of reality. For understanding client conduct, one must attempt to comprehend his
recognition.
Meaning of perception:
“Perception is a process by which an individual receive evidence about the environment- seeing
hearing, testing, feeling and smelling”.
Perception is the process by which entities organizes and interpret their sensory impression in
order to give meaning to their environment.
Definition of Customer Perception:
Customer perception alludes to the procedure by which a client chooses, sort out, and deciphers
data/jolts contributions to make an important photo of the brand or the item. It is a three phase
handle that makes in an interpretation of crude boosts into significant data.
Every individual translates the importance of boost as they say with his/her own novel
predispositions, the needs and desires. Three phases of observation are introduction, consideration
and elucidation.
Exposure Attention Interpretation

13
Nature of perception:
1) Perception is the scholarly procedure.

2) Perception is the fundamental intellectual or mental process.
3) Perception turns into a subjective procedure and distinctive individuals may see a similar
occasion in an unexpected way.
4) Perception is a subjective procedure.
5) Perception is a socially co-made.
6) It is a socially impacted.
Factors influencing on customer perception:
Factor in the situation
• Physical setting
• Social setting
• Organizational
Factors in the perceiver setting
• Needs and Motives

• Self-Concept
• Past experience Perception
• Beliefs
• Expectations
Factors in the target
• Intensity
• Frequency
• Status
• Size

14
Importance of customer perception
Customer perception is an imperative segment of our association with our clients. Consumer
loyalty is a mental state which comes about because of the client's correlation of desires preceding
the purchasing with execution of recognition after a buy. A client may make such correlation for
every single observation surpass desires.
The most reduced level of which at separate can encounter a impression is known as the supreme
edge. As it were, the time when an individual detects a contrast amongst something and nothing is
alluded as outright edge for instance notice of bulletin while driving auto, in the field of
discernment the term adaption alludes uniquely to "getting used to" specific sensations.
Understanding and managing customer perception
Differentiated customers see one and the Proportional items or administrations in various ways. A
customer‟s impress of an offered may even go astray from what the maker or specialist co-
operator or advertiser had the started. This might because major issues in today‟s consideration
economy. Everybody is presented to increasingly changing data than any time in recent memory.
It appropriately hard for an offering to stand out enough to be noticed at all offering is a negative
one, it most likely won‟t get another opportunity improves in an impression.
Positive effects of increasing market share on customer perception
✓ Growing piece of market share can convey positive flags by going about as a maker
predominant quality that is perceived by an ever increasing number of various customers.
✓ Many items and brands is offer positive enthusiastic of utilizing an item that is famous in
the business sectors.
✓ The approximation of an item or administration it can ascend through expanding more
number of a similar nature of items.
E.g. number of an individual from an online group, better accessibility of programming
for mainstream pc outlines.

15
Negative effects of increasing market share on customer perception
✓ For premium for extravagance items, clients may interpret an expanding piece of the
overall industry into lost solely and sees it as less important.
✓ The nature of the administrations may endure in the event of that they are demolished
by expanding quantities of clients. Diseconomies of scales and clogs can be seen with
occupied air terminals and numerous different administrations guarantee all the more
auspicious administration and comfort.
Impact factors of Customer perception
✓ How different clients or impacting bunches point of view the great item or brand.
✓ The degrees to which the clients feel the genuine promoting differentiae address the most
critical issues.
✓ Responsiveness and benefit nature of any members, e.g., dispersion accomplices.
The more experience the Customers aggregates, the more his recognitions will move from
certainty based judgments' to a more broad importance the entire relationship picks up for him.
After some time, he puts a more grounded concentrate on the results of the item or administration
utilization.
How to manage customer perception:
Just if an association components of its things and organizations or which diverse motivations
behind contact with the customer are seen as most basic by the customers, it can make appropriate
strategies. Such an approach won't simply help the energetic bond with the customer through
centered improvements and activities.
The organization experience is solidly associated with his perspective of the total association and
its offerings-be it things or organization. A run of the mill considered numerous makers is that it
is not for the most part essential to pass on the totally perfect customer experience.

16
Associations should endeavor to understand guarantee that their customers are totally aware of all
the ways their offering can offer some motivation to them. They have to clear up the customer how
this particular thing can pass on more an impetus than those from contenders
Why Customer perception is importance for business:
In late day's globalizing economy contention is getting progressively and fiercer. That suggests it
ends up being more troublesome for things and organization to separate themselves from other
offering than at whatever time in late memory they tend to twist up detectably the items.
Not solely is the amount of centered offerings risings due to globalization of creation, sourcing,
coordination's and getting to the information.
On the other hand customer direct ends up being all the more crossbreeds. On one hand, customers
are logically esteem tricky searching for arrangements at business focus like ebay or buying their
markdown markets. For some offering the modify of vitality developments towards the customer.
Customers are extensively aware of their more vital power, which raises their longings on how
associations should oversee to the things and organizations.
Joining it all, it ends up being constantly difficult to isolate a thing or organization by traditional
classes like esteem, quality, for all intents and purposes change between the strong relationship
\perfect customer perceptions.
REVIEW OF LITERATURE:
The review of literature Survey of writing is the compelling assessment of chose writing on an
examination point. It is a fundamental piece of the exploration procedure. It gives a foundation to
the review being proposed.
Audit of writing portrays, looks at, differentiations and assesses real speculations, contentions, topics,
philosophies, and methodologies in the academic writing on an examination subject.
likewise interfaces looks into these contentions, subjects and systems and so forth, with the worries of
a proposed bit of research. The writing survey is not a commented on book reference or an outline of
the sources recorded one by one or simply spellbinding synopsis of the chronicled foundation to the

17
exploration subject.
Aaker (2000): The audits of writing recognize that the brand mindfulness assumes imperative part
in buyer recognition particularly purchasing example when there is not characterized. Marked
things give the sentiment nature particularly in low association items by client discernment.
Robledo (2001): To distinguish present is no instability that brilliance is the establishment stone
of arranged association and publicizing for repair firms. Client satisfaction and unwaveringness,
therefore of high predominance, broad term proceeded with presence and accomplishment.
P Baba Gnanakumar (2003): The literature review expressed “the customer perception is one of
the general superiority or dominance of a product and service. the family member to applicable
alternative and with high opinion to its future.
Vanniarajan and kubendran (2005): He has depicts that client observation and utilization of any
item can be changed because of progress in sustenance dietary patterns. In the event that wage and
urbanization increments in among purchasers then the rate of pay spent on utilization increments
of client observation.
Sarangapani. T mamatha (2009): in this review of literature analysis the position buy assessment
and supposed that consumer must consist on order with consider to the manufactured goods price,
superiority, quantity. Etc. customer be supposed to not favour off-brand and substandard quality
manufactured goods.
Prakash (2012): To observe that customer awareness is the knowledge that a Consumer should
have about his/her legal rights and duties. It is must for a consumer to fallow these rights. It is
implemented for the protection products by the expectation of rural customer perception.
Dr.S. Shanthakumari(2010): In this survey of writing distinguish idea of client discernment has
gotten impressively high consideration; a few repair gives grow augmented word association with
clients wherever together the gathering aggregate Knowledge among each extra .There is a

18
crevice between the client desire and administration quality offered in urban. It prompts a move in
the client inclination from one specialist co-op to different gatherings. There is have to distinguish
the crevice amongst country and urban client recognition and desire.
Dr. V SivaKumar (2014): To expressed the studying consumer behavior become more vital all
market decision and activities are based on assumption about consumer behavior the following
objectives were framed for the paper to study the factor like brand name, subsidy, and horsepower
maintenance etc., considered for the purchase of agricultural tractor.

19
CHAPTER 3
RESEARCH DESIGN

20
4.1 NEED FOR THE STUDY:
As the study will be done on rural customer perception towards Sonalika tractor with special
reference to Nataraja tractors. After decision with manager (sales) I felt there is a need to study on
rural customer perception, so that to understand customer better and good decision services and
value which suits perception of customers ultimately increase sales towards Sonalika tractors.
4.2 OBJECTIVES OF THE STUDY:
➢ To study the Rural Customer Perception towards Sonalika Tractors.

➢ To Analyze Customer Preference and Satisfaction towards Sonalika Tractor.
➢ To know the views and opinions of the consumers on purchasing Sonalika Tractors.
➢ To suggest the measures to overcome the difficulties in marketing.
4.3 SCOPE OF THE STUDY:
The Scope of the Study helps me to develop my potentially in solving practical oriented problems
that would be faced by every business concern. The survey is essentially being done on three
different target groups i.e., on vehicle owners, on authorized dealers and farmers through Sonalika
tractors are sold and used thought India, the scope of the study is constrained to Davangere city
only.
4.4 Research Methodology
The determining market potential and the purchasing perception of the customer a detailed study
is required. Hence the following method is used to collect the opinion of the customer of sonalika
Tractors.
Research Design:
The Research design taken have “Exploratory Research Design”.
Primary Data:
✓ The Primary, secondary and statistical Tools data used are collected used for the

21
preparation of the project report.
The data required for the study is collected by 50 respondents selected at through random
sampling in Davangere city.
Secondary Data:
✓ Data which is together for a number of other reason but which can be used either
partially or fully for the present study is known as secondary data. The secondary data
refers toward that statistics which are gather for some other reason and are previously
obtainable in the firm‟s inside account and commercial institution.
✓ The secondary data used for my project is collected through corporate profile of the
company, internet, different books and reports.
Sampling Design:
A Sample design is a Particular plan for locating a sample from the given population. It refers to
the techniques or procedure the investigator would accept in selecting items for the sample. A
sampling design is designed Primary data collected some designs is relatively more accurate and
easier to apply than others.
➢ Sampling Techniques:
In this review, non-likelihood comfort is done absolutely on the premise of
accommodation or availability. This testing strategy has been basically picked on
account of time, monetary limitations and absence of skill.
➢ Sampling frame:
The testing edge is the rundown of respondents i.e. rundown of the clients of sonalika
tractors.
Sampling size:
The Sampling Size for the study has taken 50 potential customers who are willing to
buy the Sonalika Tractors.
➢ Sampling Unit:
Inspecting unit alludes to littlest individual qualified respondent in my review the
22
testing unit is single individual client of sonalika tractors.
➢ Statistical Tools Used:
Percentage Calculation, Tabulation, class tables presentations are technique used to
analyze data from the customer survey.
Sampling Method:
This study will be undertaken by using Simple random sampling from rural customers.
Methods of data Collection:
Primary & secondary data will be used in this project study
Primary data:
Field study used to collect the primary data from the sample through the
Structured questionnaire
Observation for the best practices
Interview

23
Secondary data:
The secondary data will be collected through the
Internet
Organizational data base
Broachers, pamphlets
Data analysis:
The collected data is analysed by using percentage method is shown in the form of tables, charts
and diagrams. Each of the 50 respondents will be interviewed by using questionnaire and their
responses will be analysed using close ended questions using likert‟s scale.

24
LIMITATIONS OF THE STUDY
2. The report is based on the primary data composed from users or dealers inside of Davangere
city.
3. Only the customers of Sri. Nataraja tractors were considered as respondent.
4. Non-availability of complete secondary data. Hence, the information received by journals,
catalogue and websites is assumed to be true.
5. The response of the customer was not up to the mark during face to face interview I.e., so
always there is possibility of changing their views and opinions.
Chapter Scheme:
This is proposed to be organized in five chapters. Chapter 1 will give introduction to the topic and
brings out industry profile, company profile, product/service profile. Chapter 2 would present the
theoretical background of the study and literature review. Chapter 3 discuss about the Statement
of the problem, objectives, hypothesis, sampling and methodology of the study. Chapter 4 would
discuss the data analysis and interpretation. Summary of findings, suggestions and conclusions
would be presented in Chapter 5.

25
CHAPTER – 4
DATA ANALYSIS AND INTERPREATION

26
CHAPTER – 4
DATA ANALYSIS AND INTERPREATION
SUMMARY:
Results and findings are also called as analysis and interpretation. This part of the report contains
an ascertainment of tables, charts and narrative of the results of the survey.
The analysis identifies the various factors that play a major role in determining why the
respondents go for a particular product or brand.
The analysis has also have been made with reference to factor affecting buying decisions, the
motivational factors to go for a particular brand. For some of the tables are used to interpret the
findings in a better market.
The object of survey was to know the marketing of Sonalika tractor, Davangere, customer analysis,
consumption factor or purchasing pattern and other related aspects.
The occupational income, age of the respondents is also recorded in order to know the correlation
between these features.
This is helps to know customers opinion about the service center and dealer‟s response to them. It
helps to know various factors involved in buying Sonalika tractors advantages and limitations
about it.
Table 4.1: Table showing how many own a tractor.
Attributes Respondents Percentage %
Yes 48 96
No 02 04

27
Total 50 100

28
Graph 4.1: Graph showing how many own a tractor
no
4%
yes
96%
Analysis
Table shows that total 100% of the respondents are wants to purchase the Sonalika tractor,
because almost all of the respondents aware about the Sonalika tractors
Inference
Majority of the respondents of the total sample are well known about Sonalika tractors.
Table 4.2: Table showing awareness of different Tractors.
Sonalika 23 46
Swaraj 07 14
Mahindra 15 30
Ace 05 10
Total 50 100

29
Graph 4.2: Graph showing awareness of different Tractors.
Ace
10%
30% 46%
Swaraj
Table 4.3: Table showing that how did you knows about Sonalika Tractor.

Advertisement 20 40
Exhibition/ Road shows 18 36
Friends 08 16
Others 04 08
Total 50 100
Graph 4.3: Graph showing how people know about Sonalika Tractors.
40
36
16
Advertisement Exhibition/ Road Friends Others

shows

30
Analysis:
From the above table clearly shows that how to know about Sonalika tractor the 40% of the
respondents were advertising, 36% of the respondents were Exhibition/ Road shows, 16% of the
respondents awareness through friends, and 8% 0f the respondents were awareness through other
source of information.
Interpretation:
The above analysis reveals that the awareness of the Sonalika tractors majority of the respondents
know about the advertising. Because the advertising is most specific information given about the
product
Table 4.4: Table showing which purpose do you purchase tractor.

Agriculture 18 36
Commercial 12 24
Both 20 40
Total 50 100
Graph 4.4: Graph showing which purpose do you purchase Tractors.
36% 40%
24%
Agriculture
Commercial
Both

31
Analysis:
From the above table displays the purpose of the purchasing the tractor, 36% of the respondents
were purchase of tractor is used for agriculture purpose, 24% of the respondents purchase of
tractor is used for commercial purpose, and rest of the 40% of the respondents used for both
agriculture and commercial purposes.
Interpretation:
From the above analysis reveals that majority of the respondents purchasing the tractor for both
the purpose. Because the tractor is basically working for land and commercial purpose.
Table 4.5: Table showing the factors influence to purchase of Sonalika tractors.

Price 10 20
Performance 22 44
Quality 10 20
Service 08 16
Total 50 100
Graph 4.5: Graph showing the factors influence to purchase of Sonalika tractors.
Service Price
16% 20%
Quality
20%
Performance
44%

32
Analysis:
The above table clearly shows that 20% 0f the respondents were influenced on price, 44% of the
respondents were influenced on performance, 20% of the respondents were influenced on quality,
and remaining 16% of the respondents influenced on service.
Interpretation:
From the above analysis clearly inferred that majority of the respondents were purchasing the
tractor influenced on performance. Because the Sonalika tractor maintaining the good
performance.
Table 4.6: Table showing about the fuel efficiency of Sonalika tractors.

Excellent 13 26
Good 17 34
Average 15 30
Bad 05 10
Total 50 100
Graph 4.6: Graph showing about the fuel efficiency of Sonalika tractors.
Bad
10%
Excellent
26%
Average
30%
Good
34%

33
Analysis:
From the above table clearly inferred that 26% of the respondents were given opinion about fuel
efficiency Sonalika tractor are Excellent, 30% of the respondents were good, 34% of the
respondents were fuel efficiency is Average, and rest of the 10% of the respondents bad.
Interpretation:
From the above analysis shows that majority of the respondents were given opinion about the fuel
efficiency Sonalika tractor is Average and some respondents giving opinion is good.
Table 4.7: Table showing opinion on price of Sonalika tractors.

Expensive 15 30
Economical 20 40
Average 10 20
Low 05 10
Total 50 100
Graph 4.7: Graph showing opinion on price of Sonalika tractors.
40%
30%
20%
Expensive
Economical
Average
Low

34
Analysis:
From the above table indicated that opinion about price of Sonalika tractor, 30% of the
respondents expressed their opinion is Expensive, 40% of the respondents expressed their views
on Economical, 20% of the respondents expressed view towards Average, and rest of the 10% of
respondents giving opinion price is low.
Interpretation:
From the above analysis reveals that majority of the respondents declared their opinion are
Expensive and some of respondents give opinions are Average.
Table 4.8: Table showing Opinion about Performance of Sonalika Tractors.
Exceptional 12 24
Good 15 30
Average 15 30
Unfortunate 13 26
Total 50 100
Graph 4.8: Graph showing Opinion about Performance of Sonalika Tractors
30% 30%
30 26%
24%
Exceptional Good Average Unfortunate

35
Analysis:
From the above table shows that. the 24% of the respondents are performance of Sonalika tractor
is Exceptional , 30% of the respondents were good, 30% of the respondents were average, and rest
of the 26% of the respondents were unfortunate.
Interpretation:
From the above analysis shows that majority of respondents giving opinion about the performance
of Sonalika tractor is good, and some the respondents giving opinion about average.
Table 4.9: Table showing the factors made you feels that Sonalika tractor is different from
other tractors.
Engine performance 25 50
After sales service 10 20
Price 05 10
Features 10 20
Total 50 100

36
Graph 4.9: Graph showing factors made you feels that Sonalika tractor is different from
other tractors.
Features
20%
Price
10%
After sales service

20%
Engine performance
50%
10 20 30 40 50 60
Analysis:
From the above table clearly indicated that 50% of the respondents‟ factors made feel about
Sonalika tractor is engine performance, 20% of the respondents were feels that after sales service,
10% of the respondents were feels that price of Sonalika tractor, and remaining 20% of the
respondents were feels that features of Sonalika tractors.
Interpretation:
From the above analysis reveals that majority of the respondents made feels about good
performance of Sonalika tractor and some peoples feels that good features of the Sonalika
tractor.
Table 4.10: Table showing comfortable of Seat arrangement of Sonalika Tractor.

Yes 33 66
No 17 34
Total 50 100

37
Graph 4.10: Graph showing comfortable of Seat arrangement of Sonalika Tractor.
No
34%
Yes
66%
Analysis
As per the analysis 34% of the respondents face problems while seat adujtment of sonalika tractors
and other 66% of the respondents they do not face any problem while adjustment of seat of sonalika
tractors
Inference
Majority of the respondents said that they do not face any problem while adjustment of seat.
Table 4.11: Table showing the pickup and driving quality of Sonalika Tractors.
Excellent 20 40
Moral 15 30
Usual 10 20
Poor 05 10
Total 50 100

38
Graph 4.11: Graph showing the pickup and driving quality of Sonalika Tractors.
Poor
10%
Excellent
20% 40%
Moral
30%
Analysis:
From the above table shows that 40% of the respondents were opinion about pickup and driving
quality of Sonalika tractor is Excellent, 30% of the respondents were Moral, 20% of the
respondents were pickup and driving quality of tractor is Usual and remaining 10% of the
respondents giving opinion about pickup and driving quality of tractor is poor.
Interpretation:
Since the above analysis reveals that majority of the respondents were giving opinion about the
pickup and driving quality of Sonalika tractor is Excellent.
Table 4.12: Table showing the quality of the service provided by the Nataraja Tractors.
Brilliant 15 30
Good 20 40
Average 10 20
Deprived 05 10
Total 50 100

39
Graph 4.12: Graph showing the quality of the service provided by the Nataraja Tractors.
40%
40
35 30%
30
25 20%
20
10%
Brilliant Good Average Deprived
Analysis:
Since the above table inferred that 30% of the respondents giving their opinion about the quality
of the service provided by Nataraja tractors are brilliant, 40% of the respondents are good, 20% 0f
the respondents giving their opinion are Average and rest of the 10% of the respondents giving
their opinion is deprived.
Interpretation:
From the above analysis reveals that majority of the respondents giving their opinion about the
quality of the service provided by Nataraja tractors are good, and some of respondent‟s opinion
is brilliant.
Table 4.13: Table showing the satisfaction level of service rendered by the Company.
Yes 27 54
No 23 46
Total 50 100

40
Graph 4.13: Graph showing the satisfaction level of service rendered by the Company.
No
46% Yes
54%
Analysis:
From the above table reveals that. The 54% of the respondents are satisfied after sales service
rendered with the respect of the company and 46% of the respondents are not satisfied after sales
service rendered by the company.
Interpretation:
From the above analysis reveals that majority of the respondents are satisfied with after sales
service rendered by the company.
Table 4.14: Table showing opinion about other tractors compared to Sonalika tractors.
Excellent 12 24
Respectable 17 34
Normal 13 26
Poor 08 16
Total 50 100

41
Graph 4.14: Graph showing opinion about other tractors compared to Sonalika tractors.
34%
24% 26%
16%
Excellent
Respectable
Normal
Poor
Analysis:
Since the above table shows that 24% of the respondents giving opinion about other tractors
compare to Sonalika tractor is excellent, 34% of the respondent‟s opinion is respectable, 26% of
the respondents giving their opinion is Normal, and rest of the 16% of the respondents opinion is
poor.
Interpretation:
From the above analysis inferred that majority of the respondents giving their opinion about other
tractors compare to Sonalika tractors are Respectable. And some people giving opinion is
excellent.

42
Table 4.15: Table showing the different kind of modification you expect from new model.
Gear system 19 38
Fuel efficiency 15 30
Horse power 11 22
Hydraulic liftmen 05 10
efficiency
Total 50 100
Graph 4.15: Graph showing the different kind of modification you expect from new model.
Hydraulic
liftmen
efficiency
10%
Gear system
Horse power
38%
22%
Fuel efficiency
30%
Analysis
From the above table reveals that 38% of the respondents are make different kind of modification
expect from new model is gear system, 30% of the respondents are expect from fuel efficiency,
22% of the respondents expect from horse power, and remaining 10% of the respondents expect
from new model is Hydraulic liftmen efficiency.

43
Interpretation:
From the above analysis shows that majority of the respondents expect different kind of
modification from new model is gear system and some of the respondents expect is fuel efficiency
of tractors.
Table 4.16: Table showing the factors affecting the satisfaction of Sonalika tractors.

Low maintenance 17 34
Features 10 20
Durability 09 18
After sales service 14 28
Total 50 100
Graph 4.16: Graph showing the factors affecting the satisfaction of Sonalika tractors.
After sales
28%
service
Durability 18%
Features 20%
Low
34%
10 20 30 40
Analysis:
From the above table shows that 34% of the respondent‟s factors affecting the satisfaction of
Sonalika tractors are low maintenance, 20% of the respondent‟s factors affecting by features, 18%
of the respondents factors affecting by durability, and remaining 28% of the respondents are factors
affecting by after sales service.

44
Interpretation:
From above analysis reveals that majority of the respondents factors affecting by the satisfaction
of Sonalika tractors are low maintenance.
Table 4.17: Table showing what was your consideration during purchase of Sonalika
tractors.
Brand image 07 14
Price 20 40
Performance 10 20
Quality 13 26
Total 50 100
Graph 4.17: Graph showing what was your consideration during purchase of Sonalika
tractors.
40%
26%
20%
14%
Brand image Price Performance Quality
Analysis:
As of the above table clearly shows that 14% of the respondents consideration while during the
purchase of Sonalika tractors are Brand image, 40% of the respondents considered the price of

45
tractor, 20% of the respondents consideration is performance, and remaining 26% of the
respondents consideration while purchasing the tractor is quality.
Interpretation:
From the above analysis appearances that majority of the respondents while during the purchase
of Sonalika tractor considered is price and some respondents considered is quality.
Table 4.18: Table showing satisfied with the elements given by organization in your
Tractor
Yes 33 66
No 17 34
Total 50 100
Graph 4.18: Graph showing satisfied with the elements given by organization in your
Tractor
No
34%
Yes
66%

46
Analysis:
Since the above table displays that 66% of the respondents satisfied by elements provided by the
Sonalika Company and 44% of the respondents are not satisfied for elements provided by
Sonalika Company.
Interpretation:
From the above analysis reveals that bulk of the respondents are satisfied with elements
providing by Sonalika Company and some respondents are not satisfied.
Table 4.19: Table showing satisfaction with overall performance of Sonalika tractors.

Yes 34 68
No 16 32
Total 50 100
Graph 4.19: Graph showing satisfaction with overall performance of Sonalika tractors.
No
32%
Yes
68%

47
Analysis:
From the above table shows that. The 68% of the respondents are satisfied with the overall
performance of Sonalika tractors and 32% of the respondents are not satisfied with overall
performance of Sonalika tractors.
Interpretation:
Since the above analysis indications that most of the respondents are satisfied with the overall
performance of Sonalika tractor and some respondents are not satisfied.

48
CHAPTER-5
FINDINGS, SUGGESTION AND CONCLUSION

49
CHAPTER-5
FINDINGS, SUGGESTION AND CONCLUSION
5.1. FINDINGS:
On the basis of survey findings it is observed that majority of the respondents have expressed
their opinion about “Sonalika Tractors”
➢ Most of the respondent‟s purchases of tractors are farmers in villages.

➢ Majority of the respondents got information about Sonalika tractor from the
advertisement.
➢ Most of the respondents are purchase of tractor for Agriculture purpose.
➢ Majority of the respondents factors influence to purchase of Sonalika tractor is
performance.
➢ Majority of the respondents feels that fuel efficiency of Sonalika tractor is Average.
➢ Majority of the respondents giving their opinion price of Sonalika tractor is expensive.
➢ Majority of the respondent‟s satisfaction of the performance Sonalika tractor is good.
➢ Majority of the respondents are engine performance of Sonalika tractor made feel about
different from other tractors.
➢ Most of the respondents giving their opinion is excellent for pick up and driving quality
of Sonalika tractors.
➢ Majority of the respondent‟s opinion of quality of the service provided by Nataraja
tractors are good service provider.
➢ Majority of the respondents are not satisfied with after sales service rendered by the
company.
➢ Most of the respondents are gear system modification expect from new model.
➢ Majority of the respondents mainly considering the price during the purchase of Sonalika
tractor.
➢ Majority of the respondents are low maintenance factor affecting the satisfaction of
Sonalika tractor.

50
➢ Most of the respondents are satisfied about overall performance of Sonalika tractor.

51
5.2. SUGGESTIONS:
➢ Many customers felt that the Sonalika tractor price is expensive so they suggested make
reduce in the price of Sonalika tractor.
➢ The Sonalika tractor company wants to make latest technologies for further improvement
of the fuel efficiency of Sonalika tractors.
➢ Majority of the clients has felt that to give better after deals benefit and to grow better
connection with merchant.
➢ The customers have suggested by company should to improve the hydraulic liftmen
power of Sonalika tractors.
➢ The Sonalika tractor company should be adopting the modern technologies for further
improvement of new modification of Sonalika tractor.
➢ The respondents are suggested that improve the brand image of Sonalika tractor.
➢ The customers have suggested that improve the mileage of Sonalika tractors.
➢ It has been suggested that Sonalika Company should introduce attractive financing
scheme to make purchase easier.
5.3. CONCLUSION:
The general study it uncovers that the Sonalika tractor is exceptionally aggressive in India; the
Sonalika is moderately new brand in the market. Thus Sonalika require a solid situating. As
Sonalika tractor is equipped for pulling more load and amazing and unchangeable elements.
Sonalika must be situated as a tractor which is most efficient and perfect for substantial load work
for the Sonalika tractor.
Sonalika tractor is different favorable circumstances over its rivals, for example, low preliminary
price, low fuel utilization, fast, low upkeep cost, and simple accessibility, it demonstrates that if
Sonalika organization in corporates some more capacities either in the leaving tractors are in the
new model tractors presenting in the up and coming days. This serves to making the opposition
with different makers.
Hence efforts should be made to maintain the new or existing quality of the tractors and also in
adopting new features in the existing and new model so that the market share can be raising the
customers and can be retained on the permanent basis.
52
A Sonalika tractor is a high potential market in India. In this survey shows that there is favorable
attitude of consumer towards the Sonalika tractors in Davangere city. The customers decision
making process has been more critical and most of the factors are influencing this process,
marketers should concentrate more one each and every factor, starting from the planning
development of the product until developing a suitable marketing strategy.
The customers have become more aware various choices available for them, every company should
concentrate on developing their product to meet the needs of customers with a high degree of
perfection. The company image and the brand name engage in recreation a very important role in
the purchase of product should be made to maintain the existing quality of the tractors and also in
introducing new tractors with new features at a competitive price in the world.

53
BIBLIOGRAPHY
Books:
Consumer Behaviour In Indian Perspective - Suja R. Nair
Consumer Behaviour - Leon G. Schiff man
S. Ramesh Kumar
Joseph Wisenblit
Marketing management - Philip Kotler
Consumer Behaviour - M S Raju
Warren j. Keegan
Organization Report:
Organization Structure of Sri Nataraja Tractors
Website:
www.sonalika.com
www.Sonalika International Ltd
www.Sonalikaproducts.com
www.Kisanmitra.com

54
QUESTIONNAIRE
Dear Sir/Madam
I am VARUN KUMAR V a student of final year M.B.A IMS Davangere University,

Davangere. I have under taken a Project work on “A Study on Rural Customer Perception
towards Sonalika Tractors” (with special reference to Nataraja Tractors, Davangere.) This
questionnaire seeks necessary information which will be helpful for me to complete my project
report work. I request you to share your valuable time to fill in the questionnaire. The data given
by you will be kept Confidential and utilized for Academic purpose only.
Personal details
Name: Education:
Na
Gender: Male Female
Age: Below 20 years 21 to 50 years 50 years above
Monthly house hold income: Below 1 lakh 1 lakhs– 2 lakhs Above 4 lakhs
1) Do you own a Tractor?
a) Yes b) No
2) If yes, which Tractor?
a) Sonalika b) Swaraj
c) Mahindra d) Ace
3) How could you come to know about Sonalika Tractor?
a) Advertisement b) Exhibition/ Road shows
c) Friends d) Others

55
4) To which purpose do you purchase Tractor?
a) Agriculture b) Commercial
c) Both
5) Which factors Influence you to purchase of Sonalika Tractors?
a) Price b) Performance
c) Quality d) Service
6) What do you feel about fuel efficiency of Sonalika Tractors ?
a) Excellent b) Good
c) Average d) Bad
7) What is your opinion about the price of Sonalika Tractor ?
a) Expensive b) Economical
c) Average d) Low
8) What is your opinion about performance of Sonalika Tractor ?
a) Exceptional b) Good
c) Average d) Unfortunate
9) Which factors made you feel that sonalika tractor is different from other Tractors ?
a) Engine perfomance b) After sales service
c) price d) Features

56
10) Are you comfortable of Seat arrangement of Sonalika Tractor?
a) Yes b) No
11) Rate the pickup driving quality of sonslika Tractor ?
a) Excellent b) Moral
c) Usual d) Poor
12) What is your opinion about quality of the service provided by Nataraja Tractors ?
a) Brilliant b) Good
c) Average d) Deprived
13) Are you satisfied with after sales service quality provided by the company ?
a) Yes b) No
14) What is your opinion about other tractors compared to sonalika Tractor ?
a) Excellent b) Respectable
c) Normal d) Poor
15) What kind of modification you expect from new model ?
a) Gear system b) Fuel efficiency
c) Horse Power d) Hydraulic liftmen efficiency
16) Which factor affecting yours satisfaction towards Sonalika Tractors ?
a) Low maintainance b) Features
c) Durabality d) After sales services

57
17) During purchase of 0Tractors what was your consideration ?
a) Brand Image b) Price
c) Performance d) Quality
18) Are you happy with the elements given by organization in your Tractor ?
a) Yes b) No
19) Are you satisfied with the perfomance of Sonalika Tractor ?
a) Yes b) No
If No
20) Any suggestions
Signature of the
respondents
Thanking you for your kind co-operation

58

VARUN Project

Uploaded by

Copyright:

Available Formats

VARUN Project

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

VARUN Project

Uploaded by

Copyright:

Available Formats

A Study on rural Customer Perception towards Sonalika tractors

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

1.2. Background of the Study:

1.3. INDUSTRY & COMPANY PROFILE:

Introduction to Tractor Industry

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

Sonalika Group of industry Automobile

History of Sonalika Group:

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

DETAILES OF TOP EXECUTIVES:

Mr. L.D. Mittal Chairman

Mr. A.S. Mittal Vice Chairman

Mr. Deepak Mittal Managing Director

Mr. Rajnesh Jain Finance Head

Mr. Ashok Kapoor Production Head

Mr. L.R. Yadav (CEO) Marketing Head

Mr. Ashwini Malik Research & Development Head

The main competitors of Sonalika tractor are as follows:

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

Profile of Sri. Nataraja Tractors

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

Objectives of the firm:

1) The primary objective of any business is to earn profit.

Indian Models | Baagban

Figure showing product profile

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

Figure showing Indian models

Figure showing Indian models

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

TRACTOR NAME HORSE POWER LIFTING CAPACITY

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

THEORETICAL BACKGROUND OF THE STUDY

Definition of Customer Perception:

Exposure Attention Interpretation

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

1) Perception is the scholarly procedure.

Factors influencing on customer perception:

Factor in the situation

• Needs and Motives

Factors in the target

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

Importance of customer perception

Understanding and managing customer perception

Positive effects of increasing market share on customer perception

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

Negative effects of increasing market share on customer perception

Impact factors of Customer perception

How to manage customer perception:

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

Why Customer perception is importance for business:

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH

BAPUJI ACADEMY OF MANAGEMENT AND RESEARCH