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CHAPTER-1

1.1 INTRODUCTION TO SONALIKA GROUP


Established in 1969, Sonalika group from the very beginning has tried to understand the
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 one of the top 3 tractor manufacturing companies in
India; other products include Multi utility vehicles, engines and various farm equipments.
Today the group stands tall with an approximate turnover of 3200 crore.
An average growth of 30% makes it one of the fastest growing corporate in India. It is
one of the few debt free companies. Group has strength of about 2000 employees and
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 life the
Thought Leadership Forum, Leadership Forum, they have been able to create a unique
platform for learning through success stories of industry leader. No, doubt that the
sonalika products has created a position for themselves not only in India but also in
foreign market. To maintain quality even a micro level is being taken care of and
rectified. The industry has gradually transformed themselves into a world-class player
involved in building state-of the-art products, solutions and technologies. Sonalika
Foundation intends to become a catalyst, encouraging there 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 their
vision to cater to the needful agriculture and auto industry with the quality products
through untiring dedication and activities. As they step into their fifth decade of
existence, they continue to lead the development. Tractor and car plants work in 2 to 3
shifts depending upon the volume of work for maximum production. They 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. They
have ventured in to automobile sector also with the launching of Rhino-MUV, to write
another success story.

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.

Sonalika Agro Industry Corporation


Sonalika Agro was established in 1971 to support the Indian farmers with mechanization
technology to facilitate persistence of green revolution. Sonalika agro Industries
Corporation, the groups maiden venture is one of the foremost farm equipment and
implements manufacturing companies in India with 80% share in threshers alone. Its
product line includes combine harvesters, tractors, straw reaper, potato planter, maize
seller- cum dehukers, rotavator, seed-cum-fertilizers drills, various kinds of threshers etc.
Sonalika agro is a pioneer in manufacturing tractors mounted combine harvesters, which
is not popular in India, but also in various others countries across the globe. Today, the
company is supporting the farmers with world class farming equipments to ease the
process of making the green revolution 2, a dream come true. In the light of the
companys mission highly qualified and experienced staff is working as a family in the
manufacturing facility at Hoshiarpur.
This plant is equipped with advanced technology to develop, manufacture and test the
modern products for the modern farmers. The company has a wide range of farm
equipments and implements to facilitate the farmers in all kinds of farming activities. It
has a large dealer network spread all over country and have approximately 80% share in
Indian market of farm machinery. Its products are also exported to Asian and African
countries through various export promotion counsels.

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

All the products are being produced on large scale

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.

Hind Agro Industry

Dashmesh Mechanical Works Pvt Ltd

Vishavkarma Agro Industry

COMPARATIVE STUDY ON AGRO PRODUCTS OF ABOVE


INDUSTRIES
SONALIKA AGRO:
Rotavator is a rotary tillage implement driven by PTO (power take of) which cut,
pulverizes, mixes and levels the soil in single pass. Rotavator can be most economically
and effectively be used by replacing 1 tine tiller 2 disc harrow 3 peddlers and 4 levelers.

Features:

Rotavator can be used in any type and texture of soil.

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.

Rotavator is not a draught implement irrespective of soil condition, it can be


worked.

The tilt obtained in a single pass of Rotavator is equivalent to 3 to 4 passes of any


other draught implement.

Especially when the field is with weeds, grass or any green manure crop like sun
hemp crops like maize etc.

HIND AGRO INDUSTRY:


One Pass Agricultural Technology for all types of soils in the world. It helps to save
tractor hours, save fuel & save time & labor. These rotary cultivators are for tractor from
40 - 60 Hp.

Standard Equipments:

Single speed gear box with 540 p.m.P.T.O.

Side chain drive in oil bath.

Skids for depth adjustment.

Each flange contains six blades.

3 Pont hitch cat.

Especially useful for removing stubbles.

L type blades made from special steel.

Saves fuel and time.

Heavy duty tiller board.

Adjustable depth and height.

DASHMESH MECHANICAL WORKS PVT.LTD


Features:
1. Especially useful for removing stubbles.
2. L type blades made from special steel.
3. Saves fuel and time.
4. Heavy duty tiller board.
5. Adjustable depth and height.

VISHAVKARMA AGRO INDUSTERY:


Specially developed for the tough geographical conditions. This machine is used to make
soil ready for the next crop after cutting crops.

Technical Specification

Engine.

Fuel.

Electrical System.

Grain Header / Cutter Bar.

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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issue of how to effectively implement generic advertising without differentially


benefiting certain brands and the managerial issue of how to integrate generic and brand
advertising in order to achieve product category and brand differentiation goals.
Wood & Longenecker (2007) suggest that Customers perceive the different brands and
products value based on its benefits which, in turn, is influenced by the products
performance, features, quality, warranties, packaging and labelling. Jung and Pysarchik
(2004) note that Indian consumers attitude towards new products are changing
significantly and this can increase their intention to shop in new retail formats such as
supermarkets. Thus, product attributes such as quality, price, and availability of new
products are important constructs within the Indian context.

CHAPTER-3

10

NEED SCOPE AND OBJECTIVE


3.1 Need With the increasing competition in the market of various agriculture brands it is very
important to know the market position of the company that what actually customers think
about the company and its products in comparison to the competitors. it will help the
companies to frame policies accordingly to grab large number of market share and can
increase sales.

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 perception for Sonalika agro products in comparison to


other brands

To study the customer satisfaction level regarding the products offered by the
sonalika group

To know the satisfaction level by after sale services given by sonalika

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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.

4.2 SAMPLING DESIGN


This involves deciding who is to be surveyed, how many dealers and customers should be
surveyed.
4.2.1 Universe
Universe includes the whole area of Banga.
4.2.2 Sampling frame
The sampling frame for this study is farmers of SBS nagar(nawasheher Distt.) only.
4.2.3 Sampling unit
A sample unit consists of customers of village Khatkarkala and Rahon of nawasheher
distt.
4.2.4 Sample size
In this research project sample size is of 50 farmers.
4.2.5 Sampling technique
The convenience sampling technique is used for collecting data.
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4.3 DATA COLLECTION AND ANALYSIS


4.3.1 Data collection

Primary sources- Questionnaire

Secondary sources- Company management information system, reports

4.3.2 Tools of Presentation and Analysis


Pie charts, tables and figures has been used as a tool for the analysis and interpretation of
the data.

4.4 LIMITATIONS OF THE STUDY


However I shall try my best in collecting the relevant information for my research report,
yet there are always some problems faced by the researcher. The prime difficulties which
I face in collecting of information are as below:1 Short time period: The time period for carrying out the research was short as a result
of which many facts have been left unexplored.
2 Lack of resources: Lack of time and other resources as it was not possible to conduct
survey at large level.
3 Small number of respondent: Only 50 farmers have been chosen which small number
to represent whole of the population is.
4 Unwillingness of respondent: while collection of the data many farmers were
unwilling to fill the questionnaire. Respondent were having a feeling of wastage of time
for them.
5 Small areas for research: The area for study was villages of SBS nagar (nawasheher)
Distt, which is quite small.

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CHAPTER-5

15

Data analysis and Interpretation


Statement 5.1 Use of tractors by farmers
Table5. 1: Use of tractors by farmers
Factors

No Of Respondents

% of Respondents

YES

50

100%

NO

0%

Total

50

100%

Figure5.1 : Use of tractors by farmers

Interpretation:
The above diagram reveals that 100% of village farmers use tractor.

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Statement 5.2 Name of Company using agriculture products


Table 5.2 : Name of Company using agriculture products
Companies

No of respondents

% of respondents

25
10
8
7
50

50%
20%
16%
14%
100%

Sonalika Agro
Hind Agro
Dashmesh Agro
Vishavkarma Agro
Total

Figure 5.2 : Name of Company using agriculture products

Interpretation:
The above diagram reveals that 50% farmers prefer Sonalika, 20% prefer hind, 16%
prefer Dashmesh, and 14% prefer vishavkarma agros products.

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Statement 5.3 : Source of knowing about the agriculture products


Table5. 3: Source of knowing about the agriculture products
Factors

No of respondents

% of respondents

Newspaper
Relatives
Dealers
Others

15
10
20
5

30%
20%
40%
10%

Total

50

100%

Figure 5.3 : Source of knowing about the agriculture products

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
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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%

Figure 5.5 : Awareness about agriculture equipments brands in the market

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.

Statement 5.6: First perception while buying any agro product


Table 5.6 : First perception while buying any agro product
Factors
Market position

No of respondents

Percentage of

17

respondents
34%

20

Quality
Price
Others
Total

22
7
4
50

44%
14%
8%
100%

Figure 5.6 : First perception while buying any agro product

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
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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%

Figure 5.9 : Satisfaction by after sales service given by Sonalika agro

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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.

Statement 5.10 : Rating regarding the delivery performance of Sonalika agro


Table 5.10 : Rating regarding the delivery performance of Sonalika agro
Categories
Poor
Fair
Average
Good
Excellent
Total

No of respondents

% of

5
10
15
16
4
50

respondents
10%
20%
30%
32%
8%
100%

Figure 5.10 : Rating regarding the delivery performance of Sonalika agro

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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

FINDINGS OF THE STUDY

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.

8% people say the delivery performance of Sonalika agro is excellent as


compared to other brands, 32% says good and 30% average.

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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.

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RECOMMENDATIONS

Sonalika should participate in more and more Exhibitions and Trade Fairs for the
promotion of their product.

It should provide discounts to the customers like the other competitors.

Improving advertisement and sales promotion will increases the frequency of


awareness

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.

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REFERENCES
BIBLIOGRAPHY
WEBSITES

WWW.Google.Com

WWW.Ask.Com/definitions

WWW.Scribd. Com

WWW.Sonalika.Com

WWW.Slideshare.Com

BOOKS

CR .Kothari Research Methodology Book.

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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

Que2.Which company agriculture would you like to prefer?


o Sonalika Agro
o

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

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Que5: Awareness about agriculture equipments brand in market?


o Fully aware
o Unaware
o Less aware
Que6: What you perceive first while buying any agro product?
o Market position
o

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

Que10: How do you rate our delivery performance?


o Poor

33

o Fair
o Average
o Good

34

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