Professional Documents
Culture Documents
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
2
Project guide
Mr. Prince
Dubey
(Lecturer)
Chouksey
Engineering
College, Bilaspur
(C.G.)
DECLARATION
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
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
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 -4 Findings
29
Suggestions
30
Bibliography 32
Appendix 33
8
CHAPTER -1
INTRODUCTION
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
INTERNAL EXTERNAL
(a) Needs and desires (a) Intensity
(b) Experience (b) Size
(c) Personality (c) Frequently
10
(d) Status
(e) Contrast
(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.
13
History of Sonalika Tractor Corporation
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
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
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?
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.
18
which have been not covered by the researcher can be
studied.
CHAPTER-2
RESEARCH
METHODOLOGY
19
2. RESEARCH METHODOLOGY
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: -
21
2.2 PURPOSE OF STUDY
To study the Comparative study on consumer
satisfaction of Aonalika/Mahindra user in Bilaspur
city
22
2.5 UNIVERSE
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.
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
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.
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.
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
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
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.
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.
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.
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.
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.
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.
(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.
37
BIBILIOGRAPHY
38
APPENDIX
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:………………
Occupation:
Add.:……………………………………………………….………….…..Contact No.:
………………...……………
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
41
9. Please give weight to Sonalika/ Mahindra tractor on the basis of following
Attributes
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
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
“Thanks”
Date & Signature
……………………………
43