COMPARATIVE STUDY ON TRACTOR INDUSTRY WITH SPECIAL REFERENCE TO SONALIKA TRACTORS DONE AT INTERNATIONAL TRACTORS LIMITED MASTER OF BUSINESS ADMINISTRATION Session 2008-10 SUBMITTED TO : SUBMITTED BY: RAMAN KUMAR(LECTURER) VARUN BAWA JALANDHAR MBA 3 RD SEM ROLL NO. 174 0
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COMPARATIVE STUDY ON TRACTOR INDUSTRY WITH
SPECIAL REFERENCE TO SONALIKA TRACTORS
DONE AT INTERNATIONAL TRACTORS LIMITED
MASTER OF BUSINESS ADMINISTRATION
Session 2008-10
SUBMITTED TO : SUBMITTED BY:
RAMAN KUMAR(LECTURER) VARUN BAWA
JALANDHAR MBA 3RD SEM
ROLL NO. 174
CT INSTITUTE OF MANAGEMENT AND
TECHNOLOGY
0
ACKNOWLEDEMENT
No management study is complete without practical experience. Being an MBA student I know
that creativity and practice both are essential elements of management
We would like to pay my sincere thanks to Mr.Gurvinder Singh for providing me a golden
chance to undergo summer training for gaining practical knowledge.
We express our sincere thanks to Marketing Deptt. Team , who has given us a chance to get
summer training at SONALIKA TRACTORS. We are highly thankful to him for allowing me to
work at very interesting project at ITL.
We express our sincere thanks to Dr. Gurvinder Singh (HR Head) for their sympathic
understanding and valuable co- operation.
We are highly thankful to all the staff members of marketing departments for providing their
support and co operation.
VARUN BAWA
1
CONTENTS
INTRODUCTION TO COMPANY 3-43
REVIEW OF LITERATURE 44-48
RESEARCH METHODOLOGY 49-56
DATA ANALYSIS AND
INTERPRETATION
57-68
CONCLUSIONS AND
SUGGESTIONS
69-71
BIBLIOGRAPHY AND
ANNEXURE
72-74
2
PART-A
INTRODUCTION
3
1.1 HISTORY OF SONALIKA GROUP
FOUNDER – Mr. L.D.Mittal
Sonalika Group - Sonalika group is one of the top automobile and agriculture machinery
manufacturers in India. Apart from tractors its product line includes multi utility vehicles, three
wheelers, engines and various farm equipments and implements. Established in 1969, Sonalika
group since the inception has tried to understand customer need to be facilitating them with its
value for money products. The Company has a state of art manufacturing facilities, spread in
acres, located in the free shrubs of Punjab and 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 5000 Crore INR. An average growth of 30% makes it one of the
fastest growing corporate in India. It is also one of the few debt free companies. Group has
strength of about 2000 employee technocrats. The company works on the maxims of low
production cost and clean and safe environment. Such efforts have fetched the company the
accreditation like ISO 9001 and ISO 14001. 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. The success saga of
Sonalika Group a business conglomerate having prime interest in agricultural & auto 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
4
Sonalika group’s products exist in various international markets. Company’s product exported to
New Holland Tractor New Holland Tractors .Italy 1999
37
1.3 MAJOR PLAYERS IN INDIAN TRACTOR MARKET
The tractor industry in India has developed over the years to become one of the largest tractor
markets in the world. From just about 50,000 units in early eighties the size of tractor market in
the country has grown up to over 200,000 units. Today industry comprises of 14 players,
including 3MNCs. The opportunities still are huge considering the low farm mechanization
levels in the country, when compared to other developed economies across the world. After a
downturn during last 3-4 years, the industry is back on a growth path, which we believe would
sustain incoming years as well. Key concern for the industry is its dependence on agricultural
income in hands of farmers and the state of monsoon.
Tractor Segments: 30 - 40 HP dominates with over 50 percent share
Tractor industry is classified into three broad segments, based on the power delivered by the engine
Horse Power (HP)
SEGMENTS HORSE POWER MARKET
SHARE(%)
SUITABILITY
Small Tractors 21-30 23-25 Tractors suited for soft soil conditions
and preferred in well irrigated northern
states.
Medium Tractors 31-40 53-56 Used in southern and western region
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due to hard soil conditions.
Large Tractors 41-50 17 Rich farmers with larger land holdings,
especially in Punjab and Haryana.
Large Tractors >50 2-4 Used in Turnkey project sites such as
building sites for canals, dams and civil
Construction projects.
Today there are as many as 14 players operating into tractor manufacturing activity in the
country. However, about 90 per cent of market is shared among the top 5-6 players only.
Mahindra and Mahindra continues to dominate the industry with close to 30 per cent share, while
other players like TAFE, Escorts, PTL, ITL and Eicher enjoys market share of 15 per cent , 14
per cent , 11 per cent , 11 per cent and 10 percent respectively.
1.4 MAJOR PLAYERS IN TRACTOR MANUFACTURING
1. ESCORTS
In 1960, Escorts set up the strategic Agri Machinery Group (AMG) to venture into tractors.
In 1965, they rolled out their first batch of tractors under the brand name of Escort.
In 1969, a separate company, Escorts Tractors Ltd., was established with equity participation of
Ford Motor Co., Basil don, UK for the manufacture of Ford agricultural tractors in India.
In the year 1996 Escorts Tractors Ltd. formally merged with the parent company, Escorts Ltd.
Technologies-
Escorts AMG has three recognized and well-accepted tractor brands, which are on distinct and separate technology platforms.
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Farmtrac - World Class Premium tractors, with single reduction and epicyclical reduction transmissions from 34 to 75 HP.
Powertrac - Utility and Value-for-money tractors, offering straight-axle and hub-reduction tractors from 34 to 55 HP. India’s No.1 economy range – engineered to give spectacular diesel economy.
Escorts - Economy tractors having hub-reduction transmission and twin-cylinder engines from 27 to 35 HP. Pioneering brand of tractors introduced by Escorts with unbeatable advantages.
2. JOHN DEERE
Deere & Company, founded in 1837 (collectively called John Deere), has grown from a one-man blacksmith shop into a corporation that today does business around the world and employs approximately 56,000 people. The company continues to be guided, as it has been since its beginning, by the core values exhibited by its founder: integrity, quality, commitment and innovation. To expand its global presence in Agricultural equipment, John Deere established the India Tractor business in 1997 under a ‘50:50’ joint venture with Larsen & Toubro Limited (L&T). In 2005, John Deere acquired the remaining shares in the joint venture. The India Tractor business includes a fully integrated manufacturing facility with three focus factories - Engine, Transmission and Vehicle Assembly. Spread over 112 acres with 50,000 m2 of covered area at Sanaswadi, Pune, it produces modern tractors from 35 to 70 HP for both domestic and international markets. These include North & South America, Europe and South East Asia where they have earned a reputation for quality
3. TAFE
TAFE full name is Tractor and Farm equipment limited. TAFE is a US$750 million tractor major
incorporated in 1960 at Chennai in India, in collaboration with Massey Ferguson (now owned by
AGCO corporation, USA). TAFE acquired the Eicher tractors business, its engine plant at Alwar
and transmissions plant at Parwanoo through a wholly owned subsidiary “TAFE Motors and
Tractors Limited. A member of the Amalgamations Group of Chennai, this company has four
plants involved in tractor manufacturing at Mandidheep (Bhopal), Kallidaipatti (Madurai),
Doddabalbur (Bangalore) and in Chennai. Apart from being among the top five tractor
40
manufacturers in the world, TAFE is also involved in making diesel engines, gears, panel
instruments, engineering plastics, hydraulic pumps, plantations and passenger car distribution
through other divisions and wholly owned subsidiaries.
TAFE Motors and Tractors Limited has, apart from the tractor manufacturing plant at Mandideep
mentioned above, a Diesel Engine plant at Alwar, Rajasthan producing a range of air cooled and
water cooled diesel engines up to 80 HP with plans are on to increase the product range up to
125 KVA. The Transmissions Division located at Parwanoo in Himachal Pradesh produces a
range of transmission components both for captive use as well as for sale to OE manufacturers.
TAFE Access Limited is a wholly owned subsidiary of TAFE involved in the manufacture and
marketing of farm implements, trailers and accessories, distribution of passenger cars,
manufacture of hydraulic pumps and panel instruments to discerning customers both in India and
overseas.
TAFE’s Engineering Plastics Division produces a range of components for the consumer
electronics, IT, white goods and automotive sector and has the distinction of being awarded
Toyota Quality Award.
TAFE’s Power Source Division produces a range of automotive batteries for both two wheeler
and four wheeler applications for sale through AMCO Batteries Ltd. As well as for sale directly
through a dedicated distribution channel under the brand name of “Speed”.
4. MAHINDRA & MAHINDRA
The Mahindra group's Farm Equipment Sector (FES) is amongst the top three tractor brands in
the world. It has won the Japan Quality Medal in 2007. It also holds the distinction of being the
first tractor company globally to win the Deming Application Prize in 2003. FES is the first
tractor company worldwide to win these honors. This shows the strong focus of FES on Quality
and Customer Satisfaction. Today, the domestic market share of FES is around 42%. (Mahindra
brand: 30% and Swaraj brand: 12%).
The motto of FES is to usher prosperity; for its customers, dealers, employees, society and all
other stakeholders.FES has 6 state-of-the-art manufacturing plants (including 2 plants of Swaraj)
in India, 2 plants in China, 3 assembly plants in USA and 1 assembly plant in Australia. FES has
a presence in around 25 countries across six continents with more than 1000 dealers world-wide.
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FES has a subsidiary agricultural tractor manufacturing company in India known as Mahindra
Gujarat Tractor Limited (MGTL).
5. HMT
HMT was the fulcrum on which the industrial development of India was envisaged. It was set up
in 1953 to meet the challenge and take up the pioneering role in the development of machine
tools - the vital component for industrial development.
HMT successfully diversified into diversified areas of engineering. Leading this diversification
drive was the HMT Tractor Business Group. Since its inception in 1971, HMT Tractor Business
Group has increasingly contributed its might in building HMT into an organisation to reckon
with. Presently Tractor Business Group is part of HMT Ltd., the holding company of HMT
Group.
HMT rolled out its first 25 HP tractor in collaboration with Motokov of erstwhile Czekoslovakia
from its Pinjore plant in the state of Haryana.The success of the 25 HP tractor in Indian
conditions led HMT to indigenise the 25 HP in a short span of five years.
And that was just the beginning...
The passing years, saw the needs of the Indian farmer change. Farm mechanisation was growing
at a rapid pace and called for more powerful and multi-role tractors.
HMT stepped in by introducing tractors that met the specific needs of the agricultural sector.
HMT manufactures a wide range of tractor from 25 HP to 75 HP. Keeping in tune with HMT's
philosophy of introducing innovative products and continously upgrading its tractors with better
technology, these models incooporate contemporary technology viz. fuel efficient engine
meeting emission norms, floor gears, direct axle, latest styling giving value for money to its
customers.
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HMT's Tractor Project commenced its operations from Pinjore in June 1971.This unit is the main
unit today fully integrated with foundry, manufacturing, assembly and testing facilities for 20000
tractors and engines. Beside, assembly unit at Hyderabad (Andhra Pradesh,India). The Tractor
unit is certified with ISO 9001 Quality Standards.
6. INTERNATIONAL TRACTORS LIMITED
International Tractors Limited was incorporate on October 17, 1995 for the manufacture of
Tractors and has since then built a distinct position for itself in the Tractor industry. ITL is
manufacturing various Tractors of Sonalika brand between 30 H.P to 90 H.P, and CLASS brand
between 70 hp to 90hp. The tractors manufactured by company have secured a reputation of
performance, quality and reliability in the market because of their maximum pulling power,
minimum fuel consumption and low emission. All this makes ITL one of the top five tractor
selling companies in India. These tractors are also exported to various countries including South
ITL has entered into strategic alliance with YANMAR of Japan for joint manufacturing tractors
in India. ITL has a marketing arrangement with TATA International for development of selected
South American and African market. The company’s marketing efforts are promoted by dealer
network of 600, and 450 subdealers. Such a networking has enabled the company to grow like a
well-knit family whose roots lie in its customers, who have providing constant feedback and
support to allow the company to turn their dreams into products.
They are also manufacturing tractors, meeting norms of Smoke & Mass Emission, Tested and
certified by ARAI, Pune. United States Environmental Norms Agency, Washington DC has also
certified our Engines. These certifications enabled SONALIKA Tractors to enter into world
Market. All the Models of Tractors and Combines Harvesters manufactured by us are tested &
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approved by central Farm Machinery and Tractors Training & Testing Institute, Bundi (MP)
India, (the Government of India Institute authorized for issuing test reports).
CHAPTER II
REVIEW OF
LITERATURE
44
CHAPTER II
REVIEW OF LITERATURE
This chapter in the research is the most essential one. It provides the second hand information
that is the information from secondary sources that help the researcher in the research. The
literature referred by the researcher and the findings implied in the research are mentioned and
written under this chapter. This chapter gives a brief review of some of the researches conducted.
In my research I used secondary data for information. The review of my literature is as follow:-
Ali (2006) in his study consumer response to promotional schemes has concluded that market
has been flooded with promotional schemes that are essentially meant to existing customers loyal
which give an essence of consumer retention. An analytical approach has been proposed to make
a comparative study of the schemes as well as to study the response under some well known
45
schemes. As there are large number of schemes like collect the points and win prizes , Discount
coupons , Free offers , test drive , test ride in case of Automobile sector . but consumer response
is different in different situations . The study showed that discount / price cut schemes directly
reaches and consumers are satisfied with these schemes.
Bureau, from article “structural constraints” in equity master.com, 11 may 2002 found that India
is no.1 in the terms of irrigated land area, second in the arable lands and seventh in the total area.
The one way to improve productivity is to increase the level of mechanization. In this article they
look at the growth prospects of the tractor industry and how it is closely correlated with the
Indian agricultural sector consider the size of tractor industry. The tractor market has more than
double in the current decade. The first half of the decade was characterized by aggregate volume
of growth of more than 14% p.a. over production and unremunerable pricing strategies followed
by some of the lead players also affect the overall growth of the sector. India is on rank 4 in the
tractor market in overall world and second in terms of volume of tractors. Punjab and Haryana
are on top of the list in tractor market
Bureau, from article “Automobiles” in myris.com (2000) concluded that nine companies mfrs.
Tractors in the country. Sales are however, concentrated in the 20-50 hp segments owing to the
small size of the land holding in the country, M&M is industry leader in terms of tractor. For
range 41-50 hp, Escort is no .1 and M&M is on second place. India has about 8 tractors per
thousand hectares v/s the Asian average of 14. Potential demand for tractors is consequently
large with growth in agricultural output and productivity.
Bureau, from article “Indian tractor industry to see flat growth this year”, Zee news 8 Jan 2009
concluded that the Indian tractor industry in 2008-09 is unlikely to register growth and sales are
likely to be at 3 lac tractors same as what was achieved in 2007-08. Mahindra sold 92000 tractors
in last year and exported 8000.
46
Bureau, from article “Tractor maker claims record export sales”, Indiaforums.com 19 Apr 2009
concluded that ITL which sells tractors under the sonalika brand claimed it has achieved highest
export sales among all mfrs. In the country during 2008-09. The company posted export sale of
Rs.105 Crores. An increase of over 262% over the previous year. it had earned Rs .40 crores
from export in 2007-08
Diwan & Jain (2004) in their study brand positioning: The unbeatable weapon in present market
scenario concluded that right positioning can beat the competition because today the markets are
flooded with clones or sea of homogeneous products. Only way to cross this sea is to create and
communicate a distinctive image which makes the customers convinced to choose the brand over
the competitors brand. An Effective brand positioning strategy includes the needs of customers,
product category, target segment, competition, benefit, perception and brand personality. All this
help in raising brand value.
Kathirvel (2009) in his study on satisfaction level of farmers towards production marketing of
agricultural product concluded that 47% of farmers are not satisfied and 49.2% of farmers are
neither satisfied nor dissatisfied and only 3.8% are satisfied from the marketing of agricultural
product and majority of farmers are not in favour of using new techniques for cultivation (98.6)
only 4.4% using new techniques of cultivation. The size of farm directly affects the output of
agricultural product and when landholding increases the satisfaction also increases. The govt. can
pay attention by providing transportation facilities, maintaining good roads and providing
subsidies for fertilizers so that small and medium farmers may be benefitted.
Kaushik (2004) in her article now come outsourcing of tractors – MNCs drive exports by 18.5%
concluded that the tractors sales up and now exported to foreign market and also at good rate of
18.5% increase annually. Eicher group, the exports of tractor last year grow to 16100 unit from
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13581 units in 2002-03. Some of new MNC entrant SAME deutz fahr also has plans to develop
India as an Export Hub.
Seth (2009) in his article in livemint concluded that tractor exports excluding production at 2009
due to recession in foreign market, in this fiscal year tractor demand in India have been 303882
units which represent a growth of 5% over the previous year. According to Chaudhary who is
also the President of Industry body Tractor Mfrs. Association, estimates domestic tractor sales
will grow between 5-8% in fiscal 2010.
Shrinivasan(2000) in her article Indian Tractor industry is ready to face the Chinese threat
concluded that 75% of Indians are involved in agriculture sector still it seems they are being
neglected . other than Haryana and Punjab , intensity of mechanization is also very low due to
some lending norms the policy makers will take into account the fact that the tractor is a multi
utility vehicle and therefore the revenues of a tractor owner are going to come in not from land of
his own but also through contract farming or hiring of land for production
Valson (2001) in his study on tractor industry, segmented into four categories based on engine
horse power less than 30hp, 31 to 40hp, 41-50hp and more than 50 hp. historically the 31-50 hp
segment contribute to over 50% of the market owing to the demand from the northern state of
India and finded some factors that drive the demand for tractors in India like agricultural
production and govt. procurement price directly affect the demand of Tractors. Same as in the
case of monsoon and credit policies of bank also directly affect the demand of tractors. Some
change factors occurred in other states like Gujarat, the gross irrigated area has increased from
27% in 1989-90 to 335 in 1996-97. Now companies take stress on 50 hp tractors instead of small
tractors and second hand tractors also attracted the demand of tractors in mind of consumers due
to their Competitive price for same segment.
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CHAPTER III
RESEARCH
METHOLDOLGY
OBJECTIVES OF THE RESEARCH
49
To study the customer awareness regarding sonalika tractors.
To study the different parameters influence the customers in purchasing of the
tractor.
To study major market leader among various market payers.
To study the satisfaction level of the customers with their existing tractors
50
3.1RESEARCH METHODOLOGY
Research can be defined as a scientific and systematic search for pertinent information on a
specific topic. According to Clifford Woody research comprises defining and redefining
problem, formulating hypothesis or suggested solutions; collecting, organizing and evaluating
data; making deductions and reaching conclusions and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis.
Research methodology is a way to systematically solve the research problem. It may be
understood as the science of studying how research is done scientifically.
3.2 Research design
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure. In
fact, the research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data. One may split the
overall research design into following parts:
a) The sampling design which deals with the method of selecting items to be observed for the
given study.
b) The observational design which relates to the condition under which the observations are to
be made.
c) The statistical design which concerns with the question of how many items are to be observes
and how the information and the data gathered are to be analyzed.
d) The operational design which deals with the techniques by which the procedure specified in
the sampling, statistical and observational design can be carried out.
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Need for a research design
Research design is needed because it facilitates the smooth sailing of the various research
operations thereby making research as efficient and possible yielding maximal information with
minimal expenditure of effort time and money. It stands for the advance planning of the method
used or adopted for collecting the relevant data and the techniques to be used in their analysis,
keeping in view of the objectives, time and money.
The research design for my research is descriptive as well as exploratory.
Data sources:
The task of data collection begins after a research problem has been defined and a research
design has been chalked out. While deciding about the methods of data collection, the researcher
should keep in mind two types of data:-
1. Primary data
2. Secondary data.
The primary data are those data 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 passing through the statistical
process. The researcher would have to decide which sort of data he would be using for his study
and accordingly he will have to select one or the other method of data collection. The methods of
collecting primary and secondary data differ since primary data are to be originally collected,
while in case of secondary data the nature of data collection work is merely that of collection and
compilation of information collected through various newspapers, magazines and internet etc. In
this research, I follow both the method of data collection.
This research involves both primary and secondary sources of data collection.
The information was collected and assembled from various websites, newspaper and
magazines.
52
Research approach
The approaches mainly opted by the researcher to get the result include behavioral, survey, focus
group, observational, experimental approaches etc.
For conducting this research the main approach used was survey approach i.e. interviewing the
consumers.
Research instrument
The primary data was obtained during the course of doing research in a systematic manner with
the help of questionnaires and interviewing peoples.
Questionnaire method: this method of data collection is quite popular, particularly in case of
big enquires. In this method a questionnaire is sent to the persons with a request to answer and
return the questionnaire. A questionnaire consists of a number of questions in a definite order on
a form or a set of forms.
The questionnaire used by me for the purpose of data collection was of structured type. It was
designed keeping in mind the research problem which included close ended questions. The
questionnaire was given to the respondents who were expected to read and understand the
questions and write down the reply in the space meant for the purpose in the questionnaire itself.
Sampling design
A sample design is a definite plan for obtaining a sample from a given population. It refers to the
technique or procedure the researcher would adopt in selecting items for the sample.
Sample design may as well lay down the items to be included in the sample i.e., the size of the
sample. Sample design is designed before data are collected. There are many sample designs
from which a researcher can choose. Some design is relatively more precise and easier to apply
than others.
53
Population
Population refers to part of universe from which the sample for conducting the research is
selected. Universe and population can be same in some researches. It may be finite or infinite. In
finite universe the number of items is certain, but in case of infinite the number of item is infinite
i.e., we cannot have an idea about the total number of items.The population for my study is
different respondent from villages and nearby Hosiarpur.
Sampling unit
Sampling unit refers to smallest possible individual eligible respondent. In my study the
sampling unit is single individual user of tractor.
Sampling size
This refers to the total number of respondents selected from the universe to constitute a sample.
The size of the sample should neither be excessively large, nor too small. It should be optimum.
An optimum sample is one which fulfills the requirement of efficiency, representativeness,
reliability and flexibility. The sample size for my research is hundred respondents.
Sampling techniques
In this research study, non-probability convenience sampling is opted for. Convenience sampling
is done purely on the basis of convenience or accessibility. This sampling method has been
mainly chosen because of time, financial constraints and lack of expertise.
54
Sampling frame
Frame is the list of respondents i.e. list of all the users of different tractors
Statistical analysis
Data will be analyzed with the help of frequency distribution, percentages and other suitable
statistical tools.
Classification and tabulation transforms the raw data collected through questionnaires and
personal interviews into useful information by organizing a compiling the bits of data contained
in each of the hundred questionnaires i.e., observation and responses are converted into
understandable and orderly statistics for further analysis and interpretation.
Following applications of statistics are used to organize and analyze the data:
Simple tabulation of data using tally marks.
Calculating the percentage of the responses.
Formula used:
Percentage= (number of responses/total responses)*100
Graphical analysis by means of bar graphs and pie charts.
Data Analysis and Interpretation
For the purpose of analyzing, raw data was summarized in a master table and from this table the
results have been carried out. The questions having multiple/alternative choices. In case of
55
ranking questions the total score has been added and final ranking is given. In case of checklist
questions the average of total no. of responses was calculated. In case of explanatory questions,
the general suggestions were summarized.
LIMITATIONS TO THE RESEARCH
As the data will be collected through questionnaire, there are chances of biased
information provided by the respondents.
The survey is limited only to Mukerian tehsil. Hosiarpur Distt.
As the sample size is small compared to the total population the outcome cannot be
generalized.
The study was done for a short period of time, which might not hold true over a long
period of time.
The area is too vast to research and the entire picture may be vary if sample should be
increase.
Respondents are basically villagers they usually not take more emphasis on these
questions.
CHAPTER IV
DATA ANALYSIS
56
AND
INTERPRETATION
4.1 DATA ANAYSIS AND INTERPRETATION
Data analysis is an important part in any of the research as it fulfills the purpose for which
research is made. In this chapter analysis of every question asked from consumer through the
57
questionnaire is done. In this part of my study the analysis of data is done from the basis of
information collected through the questionnaire with the help of table and graphs.
TABLE 4.1
Brand owned by the targeted consumers of tractors
Brand % ageSonalika 6
Escort/ford 30Mahindra & Mahindra 28
Tafe/Massey 20Swaraj 14
John deere 2
FIGURE -4.1a
INTERPRETATION
From our research on the tractor users we find that mostly people owned the Escort tractors and
Mahindra & Mahindra tractors.
TABLE 4.2
PURPOSE OF USING THE TRACTOR
Agriculture % Industial % Loading/unloading %
58
94 4 2
FIGURE 4.2a
INTERPRETATION
In our study on comparative analysis, we find that most of the people using tractors for
agricultural purposes and some of the users using tractor as loading and unloading of sands,
bricks etc like thing and some small entrepreneurs using for industrial purposes.
TABLE -4.3
MAIN COSIDERATION WHILE PURCHASING TRACTORS
Consideration % age
59
Price 4Performance 90Quality -Brand image 6
FIGURE – 4.3a
INTERPRETATION
The main consideration of buying the tractors is performance they not bother about the price as
shown above on the figures and same in case of brand image and quality because performance
automatically deals with quality.
TABLE 4.4
HORSE POWER OF TRACTORS
60
30-40 40-50 50-6028 40 32
FIGURE 4.4a
INTERPRETATION
Generally people uses the tractors between 40-50 horse power range due to less cost of these
tractors and less expenses on maintenance near about 32% respondents uses more than these
limits but about 40% using between above said limits.
TABLE4. 5
COST INCURRED ON TRACTORS
61
Cost % age
2-4 lacs 284-6 lacs 64>6 lacs 8
FIGURE 4.5a
INTERPRETATION
Around 54% respondents using the tractor costing 4 to 6 lacs and 28 % respondents using 2 to 4 lacs range tractors. Very few from our sample space using tractor costing more than 6 lacs
62
TABLE 4.6
AWARENESS LEVEL OF SONALIKA TRACTORS
Awareness level % ageYes 100No -
FIGURE 4.6a
INTERPRETATION
Almost all the respondents are aware of the Sonalika tractors. They know about the brand of these tractors they basically like DI 740 III.
TABLE 4.7
SOURCE OF INFORMATION ABOUT SONALIKA TRACTORS
63
Source of information % ageNewspaper -Television 4Displays 42Social network 32Dealers 22
FIGURE 4.7a
INTERPRTATION
The respondents basically know from the displays and their social network like relatives and
friends. Respondents are less aware about the ads in newspapers.
TABLE 4.8
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FACTOR OF DISTINCTION AT THE TIME OF THE PURCHASE OF THE