Professional Documents
Culture Documents
Vision
The Dream project of Sonalika group is to cater the agriculture and auto industry with the
quality abrasive products through untiring dedication and leadership.
Mission
Sonalika pay personal attention to their customer so that, they can build products they
need and not merely sell the products they build.
LOCATION
Sonalika agro Industries Corporation is located at Hoshiarpur to Jalandhar road
opposite Pt. Jagat Ram Polytechnic College Hoshiarpur at NH-70.
The total area in which the plant is situated in spread of 25.2 acre out of the total area of
the land only 7.25 acre of land is being used for construction and rest is used for
plantation. The management continuously endeavors to make the plant eco friendly.
PRODUCT PROFILE
The Industry produces two finished products namely:
Threshers
Rotavator
1.2 INTRODUCTION TO PROJECTI conducted a survey in Sonalika and agro group products (ITL) on the topic
Comparative study Sonalika agro products with respect to other brand of agro products.
The main objective of the study is to find out the consumer preferences towards Sonalika
agro products. So, I was go for comparative analysis which means Item by item
comparison of two or more comparable alternatives, processes, products, qualifications,
sets of data, systems, etc. the other brands are as follow.
Sonalika Agro.
Features:
Rotavator can be used for any type of crop especially for uprooting the stubbles of
sugarcane, cotton, banana and jowar etc.
Tiller and harrow and draught implements, which causes excess strain, wear and
tear on tractor tires, leading to hard pan formation.
Rotavator helps the farmer to catch the season because the harvested plot can be
immediately rotavated, unlike the draught implements.
Especially when the field is with weeds, grass or any green manure crop like sun
hemp crops like maize etc.
Standard Equipments:
Technical Specification
Engine.
Fuel.
Electrical System.
CHAPTER-2
REVIEW OF LITERATURE
Yhao Tuin (1997) Studies consumer choice behavior with respect to store brands in the
United States, the United Kingdom, and Spain. Store-brand market shares differ by
country and are usually much higher in Europe than in the United States. The authors
study the notion that the differential success of store brands in the United States and
Europe is the higher brand equity that store brands command in Europe than in the
United States. They use a framework based on consumer brand choice under uncertainty
and brands as signals of product positions to conduct their analysis. More specifically,
they examine whether uncertainty about quality (or the positioning of the brand in the
product space); perceived quality of store brands versus national brands; consistency in
store-brand offerings over time; and consumer attitudes toward risk, quality, and price
underlie the differential success of store brands at least partially in the United States and
Europe.
Leitch and Richardson (2003) introduce the concept of "social brands" and examine the
potential for co-branding between corporate brands and social brands to enhance or
damage the value of corporate brands. Co-branding has been theorized in terms of the
relationship between the brands of organizations, products, and services. However, from
a discourse perspective, issues may also be understood to function as what we term
"social brands" that may be incorporated in a co-branding strategy. We deploy Leitch and
Richardson's (2003) brand web model to analyze the potential benefits and dangers of
forming co-branded relationships with social brands. We draw on the case of co-branding
between UK supermarket brands and the GM-free social brand to investigate this
relationship.
Chakarvarti & Janiszewski (2004) More than a billion dollars is spent annually on
generic advertisements that promote the consumption of commodity goods. Generic
advertising is designed to increase primary demand, or the size of the pie, without
affecting selective demand, or the share of the pie. We find evidence to the contrary
generic advertising increases the consumers sensitivity to changes in price and
systematically alters brand preferences. These effects of generic advertising can be
attributed to the tendency of generic ads to change the relative importance of the
attributes used to evaluate the brands. The results have implications for the public policy
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CHAPTER-3
10
3.2 Scope The scope of the study lies in finding out the preference of customers in Banga
and nearby villages through the response taken by 50 customers.
The study will focus on the consumer preference towards the agriculture product
brand. The findings of the research will be helpful to identifying the customer
preference, behavior towards the facilities offered by the Sonalika agro industry..
The result of the study will be important to formulate the different strategies for
the future to fulfill the customer demands which will lead to customer satisfaction
and improved share of market of Sonalika agro in comparison to other agro
brands available in the market.
3.3 Objectives
To study the customer satisfaction level regarding the products offered by the
sonalika group
11
CHAPTER-4
12
RESEARCHResearch is a scientific and systematic search for the pertinent information on a specific
topic. In fact it is an art of scientific investigation. Research comprises defining and
redefining problems, formulating hypothesis, making deduction and reaching problems
and at last carefully testing the conclusions to determine whether they fit the formulating
hypothesis. Research is an original contribution to the existing stock of knowledge made
for its advancement. In short, the search for the knowledge through objective and
systematic method of finding solution to a problem is research.
4.1RESEARCH DESIGN
In this research project research design is exploratory research.
14
CHAPTER-5
15
No Of Respondents
% of Respondents
YES
50
100%
NO
0%
Total
50
100%
Interpretation:
The above diagram reveals that 100% of village farmers use tractor.
16
No of respondents
% of respondents
25
10
8
7
50
50%
20%
16%
14%
100%
Sonalika Agro
Hind Agro
Dashmesh Agro
Vishavkarma Agro
Total
Interpretation:
The above diagram reveals that 50% farmers prefer Sonalika, 20% prefer hind, 16%
prefer Dashmesh, and 14% prefer vishavkarma agros products.
17
No of respondents
% of respondents
Newspaper
Relatives
Dealers
Others
15
10
20
5
30%
20%
40%
10%
Total
50
100%
Interpretation:
The above diagram reveals that 10% people come to know through others, 20% through
relatives, 30% through newspaper, and 40% through dealers.
*others include reference group, society, friends etc.
Statement 5.4 :Factor you take into consideration while selecting the agro brand
Table 5.4: Factor you take into consideration while selecting the agro brand
18
Factors
No of respondents
Percentage of
Company image
Price of product
Quality
7
8
20
respondents
14%
16%
40%
of product
Word of mouth
Total
15
50
30%
100%
Figure 5.4 : Factor you take into consideration while selecting the agro brand
Interpretation:
The above diagram reveals that 14% farmers consider company image, 16% consider
price, 40% consider quality, and 30% considers words of mouth while selecting the agro
brand.
Statement 5.5: Awareness about agriculture equipments brands in the market
Table 5.5: Awareness about agriculture equipments brands in the market
Factors
No of respondents
Percentage of
respondents
19
Fully aware
Unaware
Less aware
Total
16
10
24
50
32%
20%
48%
100%
Interpretation:
The above diagram reveals that 32% people are fully aware, 20% of people are unaware,
and 48% people are less aware about the different agriculture brands available in the
market.
No of respondents
Percentage of
17
respondents
34%
20
Quality
Price
Others
Total
22
7
4
50
44%
14%
8%
100%
Interpretation:
The above diagram reveals that 34% people consider market position, 44% quality, 14%
price, and 8% other factors while buying the product.
*others include durability of the product, accessibility of the product.
Statement 5.7 : Company whose spare parts are easily available in the market
Table 5.7 : Company whose spare parts are easily available in the market
Companies
No of responses
Percentage of
18
10
14
8
50
respondents
36%
20%
28%
16%
100%
Sonalika Agro
Hind Agro
Dashmesh Agro
Vishavkarma Agro
Total
21
Figure 5.7 : Company whose spare parts are easily available in the market
Interpretation:
The above diagram reveals that according to 36% people the spare parts of Sonalika agro
are easily available .20% says of Hind, 28% says of Dash mesh, and 16% says of
Vishavkarma, spare parts are easy available.
Statement 5.8 : Satisfaction with the overall performance of the product offered by
Sonalika agro
Table 5.8 : Satisfaction with the overall performance of the product offered by
Sonalika agro
Satisfaction level
No of respondents
% of
5
20
15
7
3
50
respondents
10%
40%
30%
14%
6%
100%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
Total
22
Figure 5.8 : Satisfaction with the overall performance of the product offered by
Sonalika agro
Interpretation:
The above diagram reveals that 10% people are highly satisfied, 40% are satisfied, 30%
are Neutral , 14% are dissatisfied, and 6% feels highly dissatisfied.
Statement 5.9 : Satisfaction by after sales service given by Sonalika agro
Table 5.9 : Satisfaction by after sales service given by Sonalika agro
Categories
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
Total
No of respondents
Percentage of
6
20
15
5
4
50
respondents
12%
40%
30%
10%
8%
100%
23
Interpretation:
The above diagram reveals that 12% peoples are highly satisfied, 40% are satisfied, 30%
are neutral, 10% are dissatisfied, and 8% are highly dissatisfied by the after sale services
being offered by the Sonalika agro industry.
No of respondents
% of
5
10
15
16
4
50
respondents
10%
20%
30%
32%
8%
100%
24
Interpretation:
The above diagram reveals that 10% people feels poor performance,20% feels fair, 30%
feels average, 32% feels good, and 8% feels excellent.
CHAPTER-6
25
26
From the survey it is found out that 50% people prefer to buy the products of
Sonalika agro industry, 20% purchases of hind agro , 16% of dashmesh agro ,
14% of vishavkarma.
40% people came to know about the agro products from dealers,30% from
newspaper and rest from other sources.
40% people consider quality, 30% consider words of mouth, 16% consider price
while selecting the agro brands.
48% people are aware about the different agriculture brands in the market and
32% people are not fully aware and rest 20% people are not aware about it.
34% people consider market position, 44% consider quality of product, 22%
consider price while purchasing the agro products.
36% people say that Sonalikas spare parts are easily available , 20% hind agro ,
28% dashmesh company and 16% says that vishavkarma spare parts are easily
available.
20% people are highly satisfied, 36% people are satisfied and 16% people are
dissatisfied by the after sale services provided by the Sonalika agro industry.
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CHAPTER-7
28
CONCLUSION:
Worker participation in management should be encouraged as the market position of
Sonalika is good. As the company started 40 years back, it is competing with new
companies and holds largest share of the Indian market.
But the company has to do something extra to bring good image in the minds of
customers. Not only for new customer but for old customer also However according to
the survey the Machines are good. However Machines are not performing bad in the
market but to get a good position in the market it has to give some extra ordinary
performance The new Sonalika agro Machines are performing well but due to its image
of high price machine it will take some to get a place in customer mind Consumer service
should be increased so more customer can be attracted.
Instead of opening more dealerships the company should work on providing better after
sales services. It needs good publicity and marketing activities at the moment the only
need to run things in a proper and arranged manner which would increase the sale in a
positive manner.
The company should work more for the satisfaction of its customers so that liability of
costumers can be retained with the organisation for a long period of time. Future policies
should be designed in such a prospectus way that it should benefit the company over its
competitors to have more market share and profits in the agro industry market.
29
RECOMMENDATIONS
Sonalika should participate in more and more Exhibitions and Trade Fairs for the
promotion of their product.
Concessions on Transportation and things like free Transit Insurance would attract
more customers.
Company should take serious actions on the complaints of the buyers so that they
are fully satisfied and quality can be improved.
Respondent were asked to express their initial impression about the Sonalika in
the area to determine the image of several local respondent.
30
REFERENCES
BIBLIOGRAPHY
WEBSITES
WWW.Google.Com
WWW.Ask.Com/definitions
WWW.Scribd. Com
WWW.Sonalika.Com
WWW.Slideshare.Com
BOOKS
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ANNEXURE
QUESTIONNAIRE:
Please answer the following questions as openly possibly since the answers will be
crucial in improving the image and welfare of the organization
NAME:
AGE:
Que1: Do you use tractor?
o Yes
o
no
Hind Agro
Dashmesh Agro
o Vishavkarma Agro
Que3: How did you come to know about it?
o Newspaper
o Relatives
o Dealers
o Others
Que4: Which factor will you take into consideration for preference for it?
o Brand Image
o Quality
o Price
o Words of mouth
32
Quality
o Price
o Others
Que7: Which company spare parts are easily available?
o Sonalika Agro
o Hind Agro
o Dashmesh Agro
o Vishavkarma Agro
Que8: Are you satisfied with the overall performance of the product?
o Strongly disagree
o
Disagree
o Neutral
o
Agree
o Strongly disagree
Que9: Are you satisfied by after sales service?
o Highly satisfied
o Satisfied
o Neutral
o Dissatisfied
o
Highly dissatisfied
33
o Fair
o Average
o Good
34