A

Research Report
On
Comparative Study On Consumer
Satisfaction of Sonalika/Mahindra
Tractor
(A Study in Bilaspur City)

2009-10

Submitted by
Youraj Singh Thakur
MBA 2nd semester

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

1
 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.

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

2
 Project guide
Mr. Prince
Dubey
(Lecturer)
Chouksey
Engineering
College, Bilaspur
(C.G.)

DECLARATION

I hereby declare that the project work titled

“Comparative study on consumer satisfaction

3
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.)

ACKNOWLEDGEMENT

4
 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.

5
 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

6
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
2.2 Purpose of study
16

7
 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 32
Appendix 33

8
 CHAPTER -1

INTRODUCTION

1.1 CONSUMER PERCEPTION

9
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
(c) Personality (c) Frequently

10
 (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
to Maslow, “That between these two extremes
there exist a category who can see things more

11
 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
of the periods when our attention to a task is

12
 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.

1.2 COMPANY PROFILE

INTRODUCTION

13
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

14
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.

15
 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

16
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
troughs

17
and crests in the journey towards their goals. And both continue to

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 a
vehicle that had proved its invincibility on the battlefields of World War
II be ideal for India's rugged terrain and its kutcha rural roads?

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

18
which have been not covered by the researcher can be
studied.

CHAPTER-2

RESEARCH
METHODOLOGY

19
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

20
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
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.

2.1 STATEMENT OF PROBLEM

PERCEPTION CONSUMER REGARDING

SONALIKA/MAHINDRA

21
2.2 PURPOSE OF STUDY
To study the Comparative study on consumer
satisfaction of Aonalika/Mahindra user in Bilaspur
city

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.

22
2.5 UNIVERSE

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.

2.8 SAMPLING METHOD

The researcher adopted convenient Sampling
Method. In this method the sample units are

23
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
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.

2.9 SOURCE 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.

9
2.10 DATA COLLECTION TOOLS
These are the tools used for collecting data.

24
 Researcher has gathered the data by administering
questionnaire.

2.10.1 QUESTIONNAIRE
The 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.

25
 CHAPTER- 3

DATA ANALYSIS
AND
INTERPRETATION

26
 1. Are you a user of LG colour TV?
100 Yes
0 No

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

16 1 Very Important

18
Important

Not Important
all

Objective-

27
 To know the importance of LG CTV

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

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

Price

Advertisement
8
4
5
Brand Name

5 2 Reliability

Performance
10

Advnced unique
Technology
After sale service

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

Interpretation:

28
 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?

33 Yes
2 No

33 Yes
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

29
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
0 Radio

4 News
7
24 paper/Magzine
Dealer

Banner

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

30
 15 13
Range of
product
Range of Price

Promotional
activities
7

Objective-
To know the reason for being a successful brand of LG CTV
Interpretation:
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

19
16

Yes
No

31
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. .
.
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

Dissatisfy
6 6

Highly satify
24 4
Satify up to
some extend
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

32
 21

14
Yes
No

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

33

Yes
No

33
Objective-
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

Samsung
BPL
Videocon
Onida
Philips
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.

34
 FINDINGS,
SUGGESTIONS

35
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..

36
 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.. .

37
 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.”

38
 APPENDIX

“Consumer Satisfaction Regarding Sonalika / Mahindra Tractor in Bilaspur

City”

39
 Dear Respondents
I 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 INFORMATION
Name:……………………………………………………………………………………...…….
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
35 Hp 40 Hp
3. How important is the Sonalika / Mahindra Tractor In Your Life?
Very Important Important

40
 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
Power Weight & Length Trolley

41
 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

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

42
 Low 1 2 3 4 5 High
Expensive Expensive
Power Power
Safety Safety
Price Price
Comfortable Comfortable
Fuel economy Fuel economy
After sale service After sale service
Accessories availability Accessories Availability
Maintenance Maintenance
Dealers knowledge Dealers knowledge
Dealers Behavior Dealers Behavior

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

……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
………………………………….……………………

“Thanks”
Date & Signature
……………………………

43