CERTIFICATE OF APPROVAL

This is to Certify that the Summer Training Entitled:

A Study on Marketing Policy of Sonalika TractorSubmitted 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

CERTIFICATEThis 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

ACKNOWLEDGEMENTI 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

PREFACEAs 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

SR. NO.1.11.21.31.41.51.62.13.13.2

TABLE OF CONTENTS PARTICULARSCHAPTER I : INTRODUCTIONAbout the Company International Tractors LimitedSonalika awardedCertifications to Sonalika Joint VenturesMemorandum Of UnderstandingsCHAPTER II : OBJECTIVES OF THE STUDYObjectives of the Study CHAPTER III : RESEARCH METHODOLOGYResearch MethodologyLimitations of the Study CHAPTER IV : DATA ANALYSIS AND ITS INTERPRETATION4.15.15.26.1

Data Analysis and Its Interpretation CHAPTER V: FINDINGS AND SUGGESTIONSFindings of the Study Suggestions CHAPTER VI : CONCLUSIONConclusion BIBLIOGRAPHYANNEXUREQuestionnaire

GRAPH NO.4.1

4.2

4.3

4.4

4.5

4.6

4.7

4.8

4.9

4.10

4.11

4.12

4.13

4.14

LIST OF GRAPHSPARTICULARSKnowledge about various brand of tractors

Tractor owned by respondents and its HP Range

Type of Work taken from a tractor

Expectations from a tractor

Season preferred to buy a tractor

Financial sector influence you most while buying a

tractor

Factors affect to the choice of a tractor

sources influence the purchase of a particular brand

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

TABLE NO.4.1

4.2

4.3

4.4

4.5

4.6

4.7

4.8

4.9

4.10

4.11

4.12

4.13

4.14

LIST OF TABLESPARTICULARSKnowledge about various brand of tractors

Tractor owned by respondents and its HP Range

Type of Work taken from a tractor

Expectations from a tractor

Season preferred to buy a tractor

Financial sector influence you most while buying a

tractor

Factors affect to the choice of a tractor

sources influence the purchase of a particular brand

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 30th 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:Year1996-1997

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:Year1996-1997

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 COMPANIESInternational 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 ISO-14001. 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 Limitedreceived this coveted award at the hands of Shri Shanta Kumar,Honorable Minister for Rural Development, Govt Of India on theoccasion of the Second National Seminar on Quality Consciousness on24th 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 World8th Ernst & Young Entrepreneur of the year Award

Shri L.D. Mittal, Chairman, Sonalika Group receiving award at thehands of Shri Sunil Bharti Mittal and Shri Kamal Nath, Minister ofCommerce, Govt. of IndiaThe 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 SONALIKAISO 9001:2000 CertificationsInternational 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 VENTURESITL 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:

Punjab National

Canara Bank

State Bank of

Patiala

State Bank of

Bikaner and

Jaipur (SBBJ)

Oriental Bank of

ICICI Bank

Andhra Bank

State Bank of

Indore

Bank of Punjab

UTI Bank Ltd.

Central Bank of

India (CBI)

Corporation Bank

Bank of

Maharashtra

Bank (PNB)

Allahabad Bank

Union Bank of

India

Commerce (OBC) (BOP)

C H A P T E R - I I OBJECTIVES OFTH E STUDYOBJECTIVES OF THE STUDY1)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 A P T E R - I I I RESEARCHMETH ODOLOGYRESEARCH METHODOLOGYResearch 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 source2.Research approach3.Research instrument4. Sampling plani)Sample unitii)Sample sizeiii)Contact methods1. Data Source: The researcher can get two types of data:

a) Primary Datab) Secondary Dataa) 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

Internet 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 unitb) Sample sizec) 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 &ITSINTERPRETATION

Q1. How many tractor companies do you know about ?Companies

Tafe

Farmtrac

Mahindra

Sonalika

Swaraj

John Deer

Indofarm

New Holland

No. of Respondents

100

75

100

100

90

50

35

30

100

90

80

70

60

50

40

30

20

10

0

100

75

100

100

90

50

35

30TafeFarmtrac MahindraSonalikaSw arajJohn 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

Tafe

Farmtrac

Mahindra

Sonalika

Swaraj

John Deer

Indofarm

New Holland

25%

22%20%

15%

10%

5%

0%

20%

17%

25%

%age of Respondents

22%

20%

17%

25%

6%

5%

2%

3%

6%5%2%

3%TafeFarmtrac MahindraSonalikaSw arajJohn Deer Indofarm New Holland

(b) Segmentwise HP Range

HP Range

Below 30

31-40

More than 40

70%

60%

50%

40%

30%

15%20%

10%

0%

%age of Respondents

15%

20%

65%

65%20%Below 30

Interpretation :

31-40

More than 40

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

Agriculture

Haulage

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Interpretation :

Agriculture

90%

%age of Respondents

90%

10%

10%Haulage

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 pointsamong the options. Type of Work

%age of Respondents

20%30%25%10%15%

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

161412108642020%30%25%

8

8

9

13

9

11

12

13

10

7

100

7

5

14

14

9

12

12

12

8

7

100

10%

8

6

12

13

9

12

13

11

8

8

100

9

7

11

12

8

12

11

13

9

8

100

15%

10

8

12

12

8

8

11

11

10

10

100

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

Spring

Summer

Autumn

Rainy

Winter

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

20%

50%

%age of Respondents

20%

50%

20%

10%

0%

20%

10%

0%

Spring

Interpretation :

Summer Autumn

Rainy Winter

As the summer season is theseason of farmersin 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

Loan Facility

Price

Personal Selling

Buy Back Scheme

Discounts

Loan Facility Price

Interpretation :

Ranking

1

2

3

4

5

PersonalBuy Back

SellingScheme

Discounts

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

%age of Respondents25% 10% 20% 30% 15%Brand Name

After Sale Services

Availability of spare parts

Kind of work to be taken from the tractor

Coverage area

Fuel Efficiency

Warranty

12

10

8

6

4

2

0

8

9

10

9

8

10

9

7

10

10

8

7

10

8

10

8

10

7

6

9

10

9

7

9

6

7

8

7

7

8

10

10

7

10

9

Brand

Name

After Sale

Services

Availability

of spare

parts

Kind of

work to be

taken from

the tractor

Coverage

area

Fuel

Efficiency

Warranty

25%

Interpretation :

10%

20%

30%

15%

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 particularbrand of tractor ?SourceRelatives

Neighbours

/Villagers

Mechanics

Spare part

shops

Old

Customers

50

45

40

35

30

25

20

15

10

5

0

Agree30

40

40

50

40

StronglyAgree20

0

50

50

30

Neutral30

50

10

0

20

Disagree10

10

0

0

10

StronglyDisagree10

0

0

0

0

Agree

Strongly AgreeNeutral

Disagree

Strongly

Disagree

Relatives Neighbours /Villagers Mechanics Spare part shopsOld 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 1-10scale)Problems Faced

%age of Respondents20% 25% 15% 10% 10% 20%Clutch Plate Problem

Oil Leakage

Front Lifting

Gear Box Noise

Differential Noise

Not Fuel Efficient

Smoke on load

Non availability of spare parts

Slow speed

Frequent maintenance required

Heating of engine

Heavy drop in RPM

Not good for trolley

12

10

8

6

4

2

0

20%25%Interpretation :

8

7

8

8

9

7

7

10

8

7

7

8

10

15%

7

6

6

7

5

8

7

9

7

8

6

7

9

10%

9

8

5

6

5

7

6

8

6

8

7

6

8

6

5

5

6

5

8

7

7

5

7

6

6

7

10%

8

7

8

7

7

9

8

9

7

8

7

7

9

20%

7

8

5

6

4

7

6

9

5

6

7

6

7

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 NotSatisfiedNeutralNot Satisfied

Satisfied

Highly

Satisfied

30%

60%

50%

40%

30%

20%

10%

0%

60%

30%

60%

10%

10%

--

0%

0%

--

Highly Not

Satisfied

Interpretation :

Satisfied

Neutral

Not

Satisfied

Highly

Satisfied

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 followingattributes?High Quality

Expensive

Brand Image

Well Built (Design and shape)

Value for money

25%

25%

20%

15%

15%

10%

5%

0%

25%

15%

15%

20%

25%

15%

20%

25%

High Quality ExpensiveBrand ImageWell Built

Interpretation :

Value for

money

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 manufacturersHigh Fuel Efficiency

Heavy Front Alignment

Break System

Gear Shifting

Others

60%60%50%40%30%20%10%0%

15%

60%

15%

10%

10%

5%

10%

10%

5%High FuelEfficiencyInterpretation :

Heavy FrontAlignment

Break System Gear Shifting

Others 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

Yes

No

80%

70%

60%

50%

40%

30%

20%

10%

0%

Interpretation:

75%

Yes No

No. of Respondents

75

25

25%

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

5050

45

40

35

30

25

20

15

No. of Respondents

50

5

5

5

0

10

20

5

201010

5

0

5

5

5

0

5Newspaper

/jo urnals

Interpretation :

Through

Reference

Wal

Paintings

HoardingsExhibition

/Trade

Sho ws

Thro ugh

Supplier Visit

Radio FMOthers

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

Dainik Bhaskar

Ajit

Jagbani

Dainik Jagran

40%

35%

30%

25%

20%

15%

10%

5%

0%

40%

10%

40%

10%

20%

20%

10%

20%

20%

10%

Punjab Kesari Dainik

Bhaskar

Interpretation :

Ajit Jagbani

Dainik Jagran

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

No

80%

70%

60%

50%

40%

30%

20%

10%

0%

Interpretation :

25%

Yes No

25%

75%

75%

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 OFTHE S TUDYFINDINGS OF THE STUDYFrom 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 ESTIONSSUGGESTIONS 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 CLUSIONCONCLUSIONThe 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 de-licensed 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 GRAPHYBOOKS:-

BIBLIOGRAPHY1.Philip Kotlar, "Marketing Management", 11th Edition, Pearson Education Publication.

2.Kothari, "Research Methodology".

3.Sontaki, "Marketing Management", IInd Edition, Kalyani Publisher.

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

WEBSITES:-1.www.sonalika.com.SEARCH ENGINE:-

www.google.com.www.wikipedia.com www.encarta.msn.com ANNEXURE

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Rd Computer & Management, Talcher

Submitted By

Tapaj Kumar Pani

Roll No : 11MBAS02057

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