AResearch Report

OnComparative Study On Consumer Satisfaction of Sonalika/Mahindra

Tractor(A Study in Bilaspur City)

2009-10

Submitted byYouraj Singh Thakur

MBA 2nd semester

Guided By Submitted to Mr. Prince Dubey Miss. P.Vakula (Lect. MBA Dept.) MBA Dept.

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Chouksey Engineering College

Bilaspur (C.G.)

CERTIFICATE

This is to certify that the research report on

“Comparative Study On Consumer

Satisfaction of Sonalika/Mahindra Users” -

submitted by Youraj Singh Thaklur student of

MBA 2nd semester during the session2009-10,

Chouksey Engineering College, Bilaspur (C.G.), has

won works and has been prepared under my

guidance.

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I wish him all the best in his future walk of life.

Project guide Mr. Prince

Dubey (Lecturer)

Chouksey Engineering College, Bilaspur (C.G.)

DECLARATION

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I hereby declare that the project work titled

“Comparative study on consumer satisfaction

of Sonalika/Mahindra users in Bilaspur” is a

genuine work done by me and all collected

information is authentic to the best of my

knowledge, the work done by other if referred has

been properly acknowledged.

(Youraj Singh Thakur)

M.B.A. 2nd Sem. Chouksey

Engineering College, Bilaspur (C.G.)

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ACKNOWLEDGEMENT

. I would like to acknowledge my deep sense

of gratitude to Miss. P. vakula (Lect.) and

Mr.Ashutosh Tripathi (Reader), Chouksey

Engineering College, Bilaspur (C.G.), whose

encouragement, co-operation and keen interest

couples with valuable suggestion, served a lot in

the successful completion of the work.

I am highly grateful to all faculty members

who helped me. And thanks to my parents.

Lastly, I would like to express my deep sense

of gratitude to all, who have shared their valuable

time and helped me directly or indirectly in the

preparation of this project.

(Youraj Singh Thakur)

M.B.A. 2nd Sem.

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PREFACE

Quite frequently, these days people talk of research, both in academic institution and outside, several research studies are undertaken and accomplished year after year, but in most cases very little attention is paid to an important dimension related to research i.e. Its practical importance, researcher, through this research work has tried to explain regarding it.

Regarding the organization, the report is consists of chapters, Chapter [1] contains introduction, Chapter [2] contains research methodology, Chapter [3] contains data analysis and interpretation and Chapter [4] contains findings, suggestions and limitations.

In all chapter efforts has been made to make conceptual aspects and circumstances under research.

The report is primarily intended to give the overview of customer’s perception towards Peter England Shirt

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I shall feel amply rewarded, if this project report proves helpful in the development of knowledge of reader.

Youraj Singh Thakur

CONTENTS

Page No.

Chapter -1 Introduction 7-13

1.1 Consumer perception 8

1.2 Company profile 11

Chapter -2 Research methodology 14-18

2.1 Statement of the problem 15

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2.2 Purpose of study 16

2.3 Objectives 16

2.4 Sample size 16

2.5 Universe 16

2.6 Sample unit 17

2.7 Source of data 17

2.8 Sampling Method 17

2.9 Data collection tools 18

2.10 Questionnaires 18

Chapter -3 Analysis and interpretation of data 20-28

Chapter -4 Findings 29

Suggestions 30

Bibliography 32Appendix 33

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CHAPTER -1

INTRODUCTION

1.1CONSUMER PERCEPTION

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1.1.1 CONSUMER:-

“Consumer” means any person who buys and goods, or hires or avails of any services for a consideration, but does not include a person who obtains such goods for resale or for any commercial purpose

1.1.2 PERCEPTION:-

Perception is the viewpoint by which one interprets a situation. For instance, a wailway booking clerk facing a wll-dressed person perceives him to be of a high stauts and taks to him nicely, whereas he may tend to ignore an dill dressed person, or make him wait, though both he passengers want ‘first class’ tickets.

1.1.3 FACTORS INFLUENCING PERCEPTION

Following factors influence the perception mechanism: (A) Internal Factors

(B) External Factors

Factors Influencing Perceptual Mechanism|

INTERNAL EXTERNAL

(a) Needs and desires (a) Intensity

(b) Experience (b) Size

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(c) Personality (c) Frequently

(d) Status

(e) Contrast

(A) Internal Factors:– The internal factors are as follows:-

(a) Needs and Desires:- The needs and motives of people play a significant role in perception. Perception of a frustrated individual is entirely different from a happy going. Socially oriented people pay attention to interpersonal stimuli, people will likely to notice stimuli relevant to current motives and compatible with major personality features.

(b) Experience:- Experience and knowledge have a constant influence on perception. Successful experience enhance and boost the perceptive ability and lead to accuracy in perception of a person whereas failure erodes self-confidence.

(c)Personality:-Personality is another area where individual difference are significant. Optimistic people perceive the thing in favorable terms, pessimistic being in negative terms. According

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to Maslow, “That between these two extremes there exist a category who can see things more accurately and subjectively. Research on the effects of individual personality on perception reveals many truths”.

External Factors:– The external factors are as follows:-

(a) Intensity:-Intensity means more intense and external stimulus, more intense and external stimulus, more likely it will be perceived such as a loud noise, a strong a dour, a deep colour or bright light. For example, advertisers use intensity to gain attention. .

(b) Size :- Closely related in intensity is the principal of size. Size establishes dominance and overrides others things and thereby enhance perceptual selection. The bigger the size of the perceived stimulus, the higher is the probability that it perceives.

(c) Frequently:- The frequently shows that a repeated external stimulus is more attention getting that a single one. In the word of Cuffrt T. Morgen and Richard A., kind, “A stimulus that is repeated has a better chance of catching us during one

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of the periods when our attention to a task is waning. In addition, repetition increase our sensitivity or alertness to the stimulus.”

(d) Status:- Perception is influence by the status of the perceiver High status people can exert influence on perception of an employee that low status people.

(e) Contrast –

The contrast principle states that external stimuli which stand out against the background or which are unusual will receive more attention. The contrast effect explains why a male person stands out in crows females.

1.2COMPANY PROFILE

INTRODUCTION

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History of Sonalika Tractor Corporation

Established in 1969, Sonalika group from the very beginning has tried to understand customer need so that they get better value for their money, hard earned. Sonalika has state of manufacturing, spread in acres, located at Hoshiarpur and tax free zone at AMB in

Himachal Pradesh. Sonalika is the one of the top 3 tractor manufacturing companies in India, other products include of, Multi utility vehicles, engines and various farm equipments. Today the group stands tall with an approximate turnover of 3200 Core INR. An average growth of

30% makes it one of the fastest growing corporate in India. Its is also one of the few debt free companies. Group has strength of about 2000 employee & technocrats. History reveals that innovation is the key to continued progress and when applied to technology that touches human life, it can unfold a whole new economic phenomenon that has the power to change the world. With unique initiatives like the Thought leadership Forum, Leadership Forum, we have been able to create a unique platform for learning through success stories of industry leaders.

No, doubt that the sonalika products has created a niche for themselves not only in India but also in foreign market. To maintain quality have any defect even at micro level is been taken care of

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and rectified. The technology for Painting, which we use, is of the high quality a nd we have paint shop with world-class quality standards.

The industry has gradually transformed itself into a world-

class player involved in building state-of-the-art products,

solutions and technologies. As an industry, we are very

conscious of our responsibility to society. Sonalika

Foundation intends to become a catalyst, encouraging

our members to do more, capturing best practices for

quality and harnessing a greater range of resources, from

the industry and beyond, to make a major impact on the

development. It has been our vision to cater to the

needful agriculture and auto industry with quality

products through untiring dedication and activities. As we

step in to our fifth decade of existence, we continue to

lead the development. Tractor and car plants work in 2 to

3 shifts depending upon volume of work for maximum

production. We Continue to march ahead on road to

success and glory driven by the force of initiative and

determination to have a leading position in the tractor

industry in the days to come . We have ventured in to

automobile sector also with the launching of Rhino –MUV-

to write another success story.

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Financial Performance:

Turnover for 1997 Rs. 125 Crores

Turnover for 1998 Rs. 485 Crores

Turnover for 1999 Rs. 1056 Crores

Turnover for 2000 Rs. 1903 Crores

Turnover for 2001 Rs. 2216 Crores

Turnover for 2002 Crossed Rs.3315 Crores

Turnover for 2003 Crossed Rs.4500 Crores

Turnover for 2004 Crossed Rs.6500 Crores

Joint Venture between ITL and MAGMA , August 2007.

On Aug. 10 With a view to provide financing of tractors on less stringent conditions, International Tractors Ltd has entered into a joint venture to set up a new company with Magma Shrachi Finance Ltd. The initial investment in the project would be Rs 25 crore.The joint venture company, to be known as Magma ITL Finance Ltd, would have 74 per cent stake while ITL would have the remaining 26 per cent.

The success saga of Sonalika Group a business conglomerate having prime interest in agricultural & auto

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machinery goes back to nearly 5 decades. The corporate philosophy embedded in trust, quality and commitment has helped the group to carve out a niche for itself in the highly competitive world of Machinery.   Sonalika is the fastest growing tractor company registering growth over growth since its inception has crossed 1.80 lac merely in 10 years & has attained one of the position in top three in India

Mahinda Tractor

Few groups can identify as closely with India's destiny and industrial progress as the Mahindra Group. In fact, Mahindra is like a microcosm of India. Both were born around the same time, had the same aspirations and both experienced the inevitable troughsand crests in the journey towards their

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The birth of Mahindra & Mahindra began when K.C. Mahindra visited the United States of America as Chairman of the India Supply Mission. He met Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't avehicle that had proved its invincibility on the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads?

goals. And both continue to march on the path to progress and global recognition.Since then, Mahindra & Mahindra has grown steadily in size and stature and evolved into a Group that occupies a premier position in almost all key sectors of the economy. The Group's history is studded with milestones. Each one taking the Group forward. In fact, today, its total turnover is about 6.7 billion dollars.

Mahindra is a group in a hurry, engaged in an ambitious, sustained and prolonged penetration into the global arena. Its spirit can be encapsulated in the words of the poet Robert Frost, a favourite of India's first Prime Minister, Pandit Jawaharlal Nehru:"The woods are lovely, dark and deep,But I have promises to keep,And miles to go before I sleep, And miles to go before I sleep."For Mahindra & Mahindra, this translates into many more milestones to be set up before it rests. If ever.

1.3 JUSTIFICATION TO STUDY

As the research has conducted on the topic of ‘Comparative study on Consumer satisfaction of Mahinra/SonalikaUsers” and the aim of this research is to know the perception of the customer of Bilaspur city towards the Sonalika/MAhindra. The study is helpful to other researchers and any body because the dimension which have been not covered by the researcher can be studied.

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CHAPTER-2

RESEARCH

METHODOLOGY

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2. RESEARCH METHODOLOGY

Research methodology is the way to systematically solve the research problem. Research methodology just does not deal with research methods but also consider the logic behind the methods. It may be understood as a science of studding how research is done scientifically and systematically. In it, we study the various steps that are generally adopted by the researcher in study of his research problem along with logic behind them. it is necessary for researcher to know the research method, technique He must also clearly understand the producer would apply to problem given to him. All this means that it is necessary for the researcher to design methodology from problem to problem.

Research methodology is a way to solve systematically the research problem. In it the researcher studies the various steps that are generally adopted by researcher in studying his research problem along with the logic behind

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them. The research methodology adopted by researcher in this project is as follows: -

REVIEW OF RELATED LITRATURE

Review of related literature means researcher should undertake extensive literature survey connected with the problem for this purpose, the abstracting and indexing journals and published or unpublished bibliographies are the first place to go to. Academic journals, conference proceeding, government reports books etc. must be tapped depending on the nature of the problem. In this process, it should be remembered that one source would lead to another. The earlier studies, if any, which are similar to the study in hand, should be carefully studied. A good library will be a great help to the researcher at this stage.

2.1STATEMENT OF PROBLEM

PERCEPTION CONSUMER REGARDING

SONALIKA/MAHINDRA

2.2 PURPOSE OF STUDY

To study the Comparative study on consumer

satisfaction of Aonalika/Mahindra user in Bilaspur

city

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2.3 OBJECTIVES OF STUDY

1) To know about customers awareness regarding

Sonalika/Mahindra

2) To find out the reasons for purchasing

Sonalika/Mahindra

3) To find out the consumers needs n wants to

Sonalika/Mahindra

4)To find out the whether customers are satisfied or not.

5) To know the factors which influence the

customer while purchasing the Sonalika/Mahindra

2.4 SAMPLE

The sample is the representative unit of population. The researcher has taken the customer as sample for this research. Since in this research the researcher has collected the sample according to his own convenience. So the sample is convenient sample and the sample size of the research is 100.

2.5 UNIVERSE

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Sum total of all the units that confirms to some designated part of specification is called universe.

Researcher while conducting research work has selected Bilaspur city as universe.

2.6.1 Size of Sample

This refers to number of items to be selected from the universe to constitute a sample. The size of the sample should neither be excessively larg nor too small. It should be optimum. An optimum sample size is one, which fulfills the requirement of efficiency, representative ness, reliability, and flexibility. 2.7 SAMPLE UNIT

Sample unit is the part of the universe taken from the universe for testing hypothesis.

Researcher has taken the customer as sample unit.

2.8SAMPLING METHOD

The researcher adopted convenient Sampling Method. In this method the sample units are chosen primarily on the basis of convenience to the investigator. In this type of sampling, the researcher selects items for the sample deliberately; his choice concerning the items

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remains supreme. In other words, under this sampling the organizers of the inquiry purposively choose the particulars unit of the universe for constituting a sample on the basis that the small mass that they so select out of a huge one will be typical or representative of the whole.

2.9SOURCE OF DATA

The task of data collection begins after a research problem has defined. Researcher should keep in mind two types of data, primary data and secondary data. The primary data are those, which are collected afresh and for the first time, and thus happen to be original in character. The secondary data, on the other hand, are those which have already been collected by someone else and which have already been passed through the statistical process.

Researcher while conducting the research work has used primary source of data.

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2.10 DATA COLLECTION TOOLS

These are the tools used for collecting data.

Researcher has gathered the data by administering

questionnaire.

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2.10.1 QUESTIONNAIREThe term questionnaire refers to a self-

administered process whereby the respondent himself/herself reads the questions and records his/her answers without assistance of an interviewer. Although the instrument is essentially question asking and data gathering tool. A questionnaire is more structured and standardized. The questionnaire consists of a number of questions printed or typed in a definite order on a form or a set of forms. This method of data collection is quite popular in case of big enquiries.

CHAPTER- 3

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DATA ANALYSIS AND

INTERPRETATION

1. Are you a user of LG colour TV?100 Yes 0 No

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100

Objective- Objective behind this question is to known weather the customer is the consumer of LG CTV.

Interpretation- We can conclude mostly people are the user of L

How important is the LG colour TV in your life? 18 Very important 16 Important

1 Not important at all

Objective- To know the

importance of LG CTV

Interpretation:- While conducting the research work, LG CTV is very important to their life.

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2. What influenced your decision to purchase a LG colour TV?4 Price 0 Advertisement

5 Brand name 2 Reliability 10 Performance 5 Advanced and unique technology 8 After sale service

Objective- To know the influencing factor for purchase decision of a LG CTV

Interpretation: While conducting the research work, it has found that performance is very good of LG CTV after that its service is good. customer influence to purchase LG TV these factors.

4. Have you seen the advertisement for LG colour TV?

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33 Yes 2 No

Objective- To know the knowledge about advertisement of LG CTV

Interpretation: Most of people have seen the advertisement about the LG CTV

5. What more attributes you want in the existing LG CTV

Objective: - This question gives us the clear idea about that the fact that what are the more attributes the consumer want in the existing LG CTV. And if this analysis is done properly than by enhancing the own product we can attract the consumer to buy our product and increase the sales of our product.

Interpretation:-

The crux of the question is that more number of respondent are like to their performance or after sales services. Maximum people like in additional attributes locking system like child lock etc. Customer satisfy to this factors and maximum people purchasing this product influencing this factors.. So it is beneficial for the company to know the needs of the consumer and to give these attributes in their product

6. If yes, where you have seen? 24 Newspaper/ magazine 7 Dealer

4 Banner

Yes

No

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2

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0 Radio

Objective – To know the source of knowledge about the advertisement of LG CVT

Interpretation: It is concluded that most effective advertisement are seen in the news paper or magazine. So to promote the LG CTV the news paper is most powerful tool. And to attack the consumer it is the best media to reach them.

7. Why do you think LG CTV has been a successful Brand? 13 Range of product 7 Range of price 15 Promotional activities

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Objective- To know the reason for being a successful brand of LG CTVInterpretation: While conducting the research work, it has found that LG CTV is successful brand due to their promotional activities. 8. Is additional attributes is important? 16 Yes 19 No

Objective – Objective behind this question is to know abut the importance of additional attributes.Interpretation- While conducting the research work, it has found that additional attributes are not necessary to LG CTV. .

.

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9. Are you satisfied with the after sales services provide by LG. 1 Dissatisfy 6 highly satisfy 4 Satisfy up to some extend 24 Satisfy

Objective- Objective of this question to know about the customer satisfaction by after sales services.Interpretation- Here it is seen the satisfaction level of the consumer of the LG CTV with their services. So from the above table it is clear that the user of LG CTV is satisfied with their product after sale services.

10. Do the promotional activities affect your purchase plan? 14 Yes 21 No

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Objective- Objective of this question to calculate the effectiveness of promotional activities on customers purchase plan.Interpretation- While conducting the research work, it has found that additional attributes not necessary to LG TV user.

11. If you go for re-purchase of TV will you prefer LG CTV? 33 Yes 2 No

Objective-

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Objective behind this question to know the preference of LG CTV on repurchasing of TV.Interpretation – While conducting the research work, it has found that many customers are interested to re- purchasing of this product.

12. Which rand do you think is the toughest competitor to LG CTV? 18 Samsung 3 BPL 7 Videocon 2 Onida 1 Philips 4 Sony

Objective- Behind this question to know about the toughest competitor of LG CTV.

Interpretation- While conducting the research work, it has found that the Samsung brand is toughest competitor of LG CTV.

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FINDINGS,

SUGGESTIONS

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FINDINGS(1) Majority of the customers i.e. 80% are aware about the LG CTV

(2) The reason for purchasing LG CTV are its performance good after, sale

service and new advanced technology.

(3) It is taken into consideration that who influenced the consumer to buy the

particular product. On the basis of that it is taken as reference when marketing

policies are made. Here from the following table it is clear that most are influenced

by newspaper that percentage is very high .i.e. 69%. Followed by the influence of

the dealer that is 20%. so it is clear that the newspaper is the powerful tool for the

promotion of the LG CTV.

Source Frequency Percentage

Newspaper 24 69%

Dealer 7 20%

Banner 4 11%

Radio 0 0

Total 35 100

(4) Majority of the customers i.e. 90% are satisfied with the LG CTV..

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SUGGESTIONS

1. By providing the Sonalika of low price range and other additional attributes

and designs, the company can attract more customers.

2. Improving advertisements and sales promotion and using effective media for

advertisement. etc. radio and banners are necessary because the frequency of

this media very low.

.3. Organizing contest by different ways and giving attractive prizes to the

customers, this will help to the company in fighting competition with their

competitor by increasing number of customers.

4. Respondent were asked to express their initial impression about Sonalika in

the area to determine the image of several local respondents. The overall

favourit in all the categories was Sonalika.. .

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BIBILIOGRAPHY

By. Kotler, Philip Marketing Management

2003 Edition, “New Delhi”, prentice hall of India.

By. Kothari,C.R. Research Methodology

2004 Edition, “New Age International (p) Ltd.”

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APPENDIX

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“Consumer Satisfaction Regarding Sonalika / Mahindra Tractor in Bilaspur City”

Dear RespondentsI am conducting a survey report entitled

“consumer perception regarding Sonalika / Mahindra

users in Bilaspur city” and I would like to know your view

& opinion would you minds spending a few minutes

helping me by completing this questionnaire. It will be

used exclusively for academic purpose.

GENERAL INFORMATIONName:……………………………………………………………………………………...……. Age:………………

Gender Male Female

Occupation:

Govt.Employee Pvt. Sector Employee Farmer Any Other

Add.:……………………………………………………….………….…..Contact No.:………………...……………

1. Which brand of tractor you use?

Mahindra Swaraj

Sonalika Jhon deere

2. Tick the power of your Sonalika/ Mahindra Tractor.

25 Hp 30 Hp

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35 Hp 40 Hp

3. How important is the Sonalika / Mahindra Tractor In Your Life?

Very Important Important

Not Important At All Can’t Say

4. What influenced your Decision to purchase a Sonalika / Mahindra Tractor?

Price Advertisement

Brand Name Advanced Technology

After Sale Service Fuel Economy

5. Have you seen the Advertisement of Sonalika/ Mahindra Tractor?

Yes No

6. If Yes, from where you have seen it ?

Newspaper/ Magazine Dealers

Banner Radio

T.V.

7. Why do you think Sonalika / Mahindra is a successful Brand?

Range of Product Range of Price

Promotional Activities Availability

8. Which of the following additional attributes do you perceive as most important in

your

Sonalika / Mahindra Tractor ?

Safety Looking Cultivator

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Power Weight & Length Trolley

9. Please give weight to Sonalika/ Mahindra tractor on the basis of following

Attributes

(Out Of 10)? ( 1(Low) ………………………..10(High)) Price Brand Name

After Sale Service Performance

10. Are you satisfied with the after sales services provide by Sonalika / Mahindra?

Dissatisfy Highly Satisfy

Satisfy Up To Some Extend Satisfy

11. What do you think about the advertisement Of Sonalika / Mahindra Tractor?

Impressive Unsatisfactory

Satisfactory

12. Do the promotional activities affect your purchase plan?

Yes No To some extent

13. If you go For next-Purchase of tractor will you prefer Sonalika / Mahindra

Tractor?

Yes No

14. Which brand do you think is the toughest competitor to Sonalika / Mahindra

Tractor?

Mahindra Sonalika John Deere Swaraj

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15. How much rate will you give to your Mahindra /Sonalika tractor.

Low 1 2 3 4 5 HighExpensive Expensive

Power PowerSafety SafetyPrice Price

Comfortable ComfortableFuel economy Fuel economy

After sale service After sale serviceAccessories availability Accessories Availability

Maintenance MaintenanceDealers knowledge Dealers knowledgeDealers Behavior Dealers Behavior

16. Any suggestion/problem for your Sonalika/Mahinrda Tractor.………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….……………………

“Thanks” Date & Signature

……………………………

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