CHAPTER-1 Executive Summary This report is regarding the survey conducted for International Tractor Limited (Sonalika) on the topic “Comparative Study of Sonalika Tractor with Respect to Other Brands”. The survey was conducted in varies villages of Hoshiarpur district. For this purpose a questionnaire was developed on the basis of discussion we had with our training supervisor Dr. Gurvinder Singh (Deputy Manager HRD ITL). Many discussions with farmers were also conducted for developing the questionnaire. From that discussion we got to know of the various parameters while purchasing a tractor and these parameters were also included in the questionnaire. The no. of respondents was hundred including the dealers. The main objective of the study was to find out the best tractor on the basis of the various parameters such as fuel efficiency, availability of spare parts, problems faced in a tractor etc. The data regarding the areas in which Sonalika was lacking was also to be provided to the organization. For this purpose the samples were collected from rural areas of Hoshiarpur district. The first objective was to see the
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CHAPTER-1
Executive Summary
This report is regarding the survey conducted for International Tractor Limited (Sonalika) on
the topic “Comparative Study of Sonalika Tractor with Respect to Other Brands”. The survey
was conducted in varies villages of Hoshiarpur district. For this purpose a questionnaire was
developed on the basis of discussion we had with our training supervisor Dr. Gurvinder Singh
(Deputy Manager HRD ITL). Many discussions with farmers were also conducted for
developing the questionnaire. From that discussion we got to know of the various parameters
while purchasing a tractor and these parameters were also included in the questionnaire. The
no. of respondents was hundred including the dealers. The main objective of the study was to
find out the best tractor on the basis of the various parameters such as fuel efficiency,
availability of spare parts, problems faced in a tractor etc. The data regarding the areas in
which Sonalika was lacking was also to be provided to the organization.
For this purpose the samples were collected from rural areas of Hoshiarpur district. The first
objective was to see the position of Sonalika in these areas. Secondly we were to see the kind
of problems faced by the people in terms of after sale services etc. From the survey we also
observed the post purchase behavior of the farmers.
For this task we had to go to the various villages. The problems of the people in these areas
were also seen. The kind of atmosphere they had was quite different. The major problem they
had was the non availability of original spare parts. The major problem was seen in terms of
the tractor named as John Deere whose spare parts are not easily available in the market. The
findings regarding the Sonalika were also to be taken into account. The tractor was lacking in
terms of the spare parts. The major problem people had with Sonalika is that the wear and tear
of the tractor is very high. Secondly people said the tractor’s engine is changed in a short
period of time. Thus it creates a problem when farmers go to the market and the spare parts
they have in their tractor are not found. Thus it is one of the major problems with Sonalika
tractor. The people were also having problems in terms of the price of Sonalika tractor. Most of
the respondents considered it as an expensive tractor. Sonalika is considered to be the best
tractor in terms of overloading the tractor came first in this parameter. People also like this
tractor because of the comfort it gives. The tractor came out first when it comes to the tractor
which is designed ergonomically. From all this survey the thing which comes out is that the
position of the tractor is very good but not the best. The tractor is facing stiff competition from
Swaraj ant Mahindera. The reason being that these are the old players in the market and have a
strong brand image. When we talk about Sonalika then it is placed good in the market. The
implication which we have observed is that the tractor is doing well in foreign markets. The
Sonalika tractor is having strong customer base in other countries. The reason behind this is the
collaboration with the companies like Yanmar. MG Rover etc.
The company is one of the top tractor manufacturers in India. The growth the company had
within these twelve years right from its establishment in 1996 is tremendous. Within these
twelve years the companies is placed in top three tractor manufacturer companies. Thus the
improvement the company has done from the very first day of its establishment is very good.
The company is having various projects for the future also. The company is now going to enter
into power generator manufacturing. The company has also entered into a contract with a
company named as Pininfarina. This company will now have a technical collaboration with
International Cars & Motors Limited. The companies will produce a world car which will be
available by 2010 in India & Europe. The company wants to be the leader in the industry by
the year 2010. Sonalika has also done a lot of things on terms of the quality standards. It is the
company having ISO 14001 certification. Along with that it also has ISO 9000 certification.
Thus Sonalika can be considered as a company having a great potential to prove itself in todays
market.
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CHAPTER-2
Introduction to the Project
Introduction: I conducted a survey in Sonalika group (ITL) on the topic “Comparative
analysis of Sonalika tractor with respect to other brand of tractors”. The main objective of the
study is to find out the rank of Sonalika tractor. 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. For this purpose I chose six brands of tractors which
are well popular in the market. These brands are:
Sonalika
Escort
Mahindra
John Deere
Sawraj
Farmtrac
A Brief Introduction to the tractor Industry in India
Sonalika (International Tractors Ltd.)
International Tractors Limited was incorporated on October 17, 1995 and began
manufacturing tractors designed by Central Mechanical Engineering Research Institute
(CMERI). ITL currently is manufacturing Sonalika tractors between 30 HP to 90 HP, and the
CERES brand between 60HP to 90HP. ITL went into collaboration with Renault Agriculture
of France in July 2000. Renault Agriculture is a subsidiary of the Renault Group. Renault
Agriculture was bought by CLAAS of Germany in 2003. Incidentally CLAAS already has a
strong presence in India market producing its Crop Tiger range of Combine Harvesters in a
plant in Faridabad (near New Delhi) since 1992.
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Escorts (Escort, Powertrac and Farmtrac)
Escorts Ltd began local manufacture of Ford tractors in 1971 in collaboration with Ford, UK
and total production climbed steadily to 33,000 in 1975 reaching 71,000 by 1980. Ford (Ford -
New Holland) was sold in 1992. Ford Motor Company proper quit the tractors business, but
the name was allowed to continue as per agreement until 2000, when Escorts relabeled its Ford
models under the Escort brand. Escort manufactures produces tractors in the 27-75 HP range
and has already sold over 6 lac tractors. Its tractors are marketed under three brand names,
Escort, Powertrac and Farmtrac.
Mahindra & Mahindra
M&M's Farm Equipment Sector origin lie in a joint venture in 1963 between the Company,
International Harvester Inc., and Voltas Limited, and was named International Tractor
Company of India (ITCI). In 1977, ITCI merged with M&M and became its Tractor Division.
After M&M's organizational restructuring in 1994, this division was called the Farm
Equipment Sector. The Farm Equipment Sector has also ventured into manufacturing of
Industrial Engines. M&M Industrial engines are used for various applications like generator
sets, industrial, construction, marine, compressors, etc. These engines are manufactured at the
Company's engine assembly plants at Kandivli and Nagpur. M&M has two main tractor
manufacturing plants located at Mumbai and Nagpur in Maharashtra. Apart from these two
main manufacturing units, the Farm Equipment Sector has satellite plants located at Rudrapur
in Uttarachal and Jaipur in Rajasthan. The Farm Equipment Sector as reported by the Company
has a dealer network of over 450 dealers. This dealer network is managed by 28 area offices,
situated in all the major cities and covering all the principal states and M&M tractors has sold
more than 13,00,000 tractors since its inception. M&M's Farm Equipment Sector is perhaps the
largest exporter of Indian tractors to the USA and the west. And in a reversal to earlier trends
of Indian tractor manufactures with joint ventures with western tractor companies, M&M, in
2004 announced that they had bought majority stake (80%) in Jiangling Tractor Company, and
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renamed it Mahindra Jiangling Motor Co Group (JMCG). This is the first instance of Indian
tractor industries participating in India's reverse FDI. The plant in China reportedly has a
production capacity of 12,000 tractors annually.In March 2007, M&M bought a controlling
43% stake in the Mohali-based tractor firm Punjab Tractors (Swaraj) that will reportedly
increase M&M's share in the domestic farm equipment market from just over 30% to 40%. The
43% stake includes 29% owned by private equity firm Actis and 14.2% by the Delhi-based
Burman family. In July 2007, Mahindra upped its stake to 64.6%.
Mahindra & Mahindra has entered its 25th year of Market Leadership in India in 2008. M&M
is also the only tractor company in the world to receive coveted Japan Quality Medal and
Deming Prize for Quality from Japan.
John Deere
In 2000, John Deere set up production in a joint venture with Larsen & Toubro Ltd in
Sanaswadi, in a rural area near Pune, Maharashtra. It was known as L&T John Deere Private
Ltd, and manufactured tractors under the L&T - John Deere name for sale in India, and under
the John Deere name for worldwide sales.
In 2005, Deere & Company acquired nearly all the remaining shares in this joint venture. The
new enterprise is known as John Deere Equipment Private Limited. The factory currently
produces tractors in of 35, 40, 42, 47, 50, 55 and 70 HP capacities for domestic markets and for
export to to the USA, Mexico, Turkey, North and South Africa, and South East Asia. Pune
factory started to produce new 55 to 75 Hp 5003 series tractors for European market in 2008.
Punjab Tractors Ltd (Swaraj Tractors)
In 1965, Government of India research institute Central Mechanical Engineering Research
Institute, Durgapur, WB initiated design and development of Swaraj Tractor based on
indigenous know-how. In 1970, Punjab Government acquired the Swaraj tractor's design and
established Punjab Tractors Limited (PTL). It was India's first large-scale totally indigenous
project. The company exports Tractors to various countries including USA. It manufactures
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nine models of tractor and several models of combine harvesters. The manufacturing units are
located at Mohali District, Asron Village of Nawanshahar District and Nabha of Patiala
District, Punjab.
Swaraj also manufactures Forklifts and Combines, which are assembled in their Mohali Plant.
Actis, a private equity firm acquired 29% of Punjab Tractors in mid-2003 from the Punjab
Government. In March 2007, and currently subject to the receipt of requisite approvals, M&M
bought a controlling 43% stake in Punjab Tractors Ltd. that will reportedly increase M&M's
share in the domestic tractor market from just over 30% to nearly 40%. The 43% stake in
Punjab Tractors includes the 29% owned by Actis and 14.2% by the Delhi-based Burman
family. In July 2007, Mahindra upped its share in Punjab to 64.6%.
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CHAPTER-2(A)
Review of the articles
Buying your first tractor: The People You Buy From
This article applies mostly to the first time buyer of the working tractor but if you have
purchased many tractors, you may find yourself reminiscing about a few of your own
experiences. If you are a first-time buyer, chances are that you are likely to take the word of the
seller on things. This is where the problems start...
You have reviewed your implement needs and determined the size of machine that will fit the
bill and even made a list of the most desirable models. You checked on the availability of a 3-
point hitch for the machines on the list and advertised in your local classified paper with
something like the following:
Wanted: Ford 8N, 500, 600, AC CA, or Farmall A. Good running condition, good tires &
priced reasonably. AC or Farmall should include Plow and Disk or 3 point hitch. No excessive
rust. Call Evelyn and Joe at 555-1212.
The calls start pouring in with everything from a fellow who restores Fords and has a beauty
for $4500 to a person that says "I think it's a AC CA" (in reality it's a Simplicity lawn tractor).
You are going to have to wade through this mine field of the wrong machines to find those that
really are contenders. Take your time and go look at the ones that sound like they are close in
price and condition but remember that no matter what was said on the phone, reality may
throw you some curves. Your dealings may just uncover some of the following:
People who unknowingly misrepresent the type and condition of their tractor
People who intentionally misrepresent the type and condition of their tractor
You will find the first category is the norm. Most people who respond to your advertisement
will be cleaning out the barn or garage and just want to get rid of Uncle Bob's old tractor. This
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can be a good source for machines (and frequently the lowest prices) but remember that most
folks in this category have machines that may have sat for years or they had purchased the
machine recently, couldn't get it running and want to cut their losses. Since these people have
no knowledge of their tractor, they can be trusted (since you won't be relying on much that
they say). Unfortunately this means you must be the expert and do your own evaluation (In
another article we cover some of the technical evaluation criteria for previewing).
Nebraska Tractor Test Lab
The Nebraska Tractor Test Laboratory (NTTL) was established in 1920 in response to the
Nebraska Tractor Test Act of 1919, which required all agricultural tractors sold and advertised
in Nebraska to have manufacturers' performance claims verified by the Nebraska Tractor Test
Lab. The act was vigorously sponsored by W. F. Crozier (a state representative who in 1916
purchased a tractor that did not perform as advertised) and fellow senator Charles Warner.
The first tractor successfully tested in the lab was in 1920 - a John Deere Waterloo Boy. The
original tractor test lab facility was intended to be only temporary and was erected very
quickly, however, the building was used for decades. In 1980, the original tractor test lab
facility - now the Lester F. Larsen Tractor Test and Power Museum - was designated an
Historic Landmark of Agricultural Engineering by ASABE. (Larsen was the NTTL's longest
serving director, from 1946 until his retirement in 1975.)
Over the years, changes in tractor technology and increased specialization of associated
traction machinery have resulted in changes to the Tractor Test Act and corresponding
alterations to the Tractor Test Lab's role.
For example, construction tractors (steel-track crawlers and loader-backhoe tractors) were
exempted from test in 1956. In the 1960s, the first minimum power limit was established at 20
advertised horsepower, excluding riding lawn mowers and lawn and garden units from test and
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permit requirements. In 1986, the minimum horsepower level was raised to 30 kW (40 hp), due
in part to the growth of tractor power away from lower levels and the advent of larger lawn and
garden tractors. Also at this time, the law was changed to allow the tractor test lab to conduct
tests according to the Organization for Economic Co-operation and Development (OECD) test
codes. The state of Nebraska now allows OECD tests conducted elsewhere to be accepted for
use in Nebraska.
Today, all tractors tested undergo one or more tests at the tractor test lab. Tractors have PTO
horsepower verified (Figure 1). This test is more than just a verification of power; it also
establishes a full load power and fuel curve and also includes partial power testing.
Additionally, tractors with more than 100 PTO horsepower are tested for drawbar performance.
During drawbar testing, each tractor tows a load car (Figure 2). The load car pictured on the
left has been in use since the fall of 2003 and replaced the earlier load car, shown on the right,
that had its origins in 1937. During testing (Figures 3 and 4, below and right), a number of
measurements are made in each gear at rated engine speed and maximum power engine speed.
These measurements include fuel used (which is supplied and measured from the load car),
drawbar pull, speed, travel reduction (reported as slip), distance traveled, engine and fan rpm,
as well as various temperatures. The load car applies a load using three electric retarders in
series driven through a separate transmission. Additional load units are sometimes pulled
behind the load car to provide additional loading if the tractor under test is sufficiently
powerful.
Generally, the tests for one tractor require approximately a week. Typically, it takes one full
day to conduct a PTO test, unless more time is needed for minor power adjustments. Fuel rate
adjustment is allowed to ensure that: 1) the minimum advertised power at either rated engine
speed or standard PTO speed is met or 2) the power does not exceed the maximum power
desired by the manufacturer. The manufacturer is constrained to not exceed warranty fuel
limits for the engine series in each model. Drawbar testing typically requires portions of three
days to complete. Because tractor performance varies depending upon atmospheric conditions,
tests must be.
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Identifying Your Tractor
You may have purchased a farm with the tractor already on it, or maybe you inherited your
"new" tractor from a relative. Maybe you bought it from a friend who didn't know what kind of
tractor it was, or perhaps (and this is every tractor fanatics dream) you stumbled across it in an
abandoned field covered with weeds but intact. In any case, you have no idea what the make
and/or model is. For awhile perhaps it doesn't really matter. Especially if it runs! But pretty
soon you'll probably need to tinker with it a bit and maybe buy a part or too. Having a manual
is nice. But how does one go about determining what make and model the tractor is so you can
purchase the items you need?
The first logical step would be to ask a friend or a neighbor who is knowledgeable about
tractors. They could stop by, take a look and hopefully solve the mystery. But if none of your
friends or neighbors has a clue, then the second logical step would be to take you to the local or
regional library. You have a picture of your tractor clearly in your mind (or perhaps in your
wallet) so go compare that picture to the pictures you find in tractor books or publications at
the library.
If you already know the make of the tractor ("Farmall", or "Ford" or "Massey-Harris", etc) but
you just don't know the model ("Farmall Model A", "Ford 8N", "Massey-Harris Pony", etc)
then you may want to purchase a book covering your particular manufacturer. If you have no
idea who even made the tractor, there are more general books available such as "The
Encyclopedia of American Farm Tractors" by C.H. Wendel. This book covers hundreds of
tractor makes and models and has many pictures.
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CHAPTER-3
An overview of the industry
History
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, Sonalika
has been able to create a unique platform for learning through success stories of industry
leaders.
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, Sonalika is very conscious
of her 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 the vision of Sonalika to cater to the needful agriculture and auto industry with quality
products through untiring dedication and activities. As Sonalika steps in to its fifth decade of
existence, it continues to lead the development. Tractor and car plants work in 2 to 3 shifts
depending upon volume of work for maximum production. Sonalika continues 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. Sonalika has ventured in to
automobile sector also with the launching of Rhino –MUV- to write another success story.
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Vision Statement
The Dream Project of Sonalika group is to cater the agricultural and auto industry with quality
abrasive products through untiring dedication and leadership.
Mission Statement
We pay personal attention to our customers so that, we can build products they need, and not
merely sell the products we build.
Core Values
To accomplish our mission, the ownership, staff, and management go to great lengths to treat
each customer like a member of the family and provide them with the best choice of products
and highest quality of service in the industry.
ETHO STATEMENT OR LOGO RATIONALE
Red symbolizes the strength, power, determination, and desire of company. Yellow
surrounding the Sonalika produces a warming effect, arouses cheerfulness, stimulates mental
activity, and generates the same. Green Leaf in the center symbolizes growth, harmony,
freshness, and fertility. Black underlining the logo associates with power, elegance, and
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formality. And Orange surroundings the complete logo represents enthusiasm, fascination,
happiness, creativity, encouragement, and stimulation. All this permutation of persona
represents the Sonalika group as an asset in the industry.
Group Companies:
International Tractors Limited (ITL)
International Cars & Motors Limited (ICML)
Sonalika Agro Industries Corporation (SAIC)
International Autotrac Finance Limited (IAFL)
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. The tractors are also exported to various countries
including South Africa, Australia, Zimbabwe, Sri Lanka, Canada, Bangladesh, Algeria,
Zambia, Senegal, Ghana etc. 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 sub dealers. 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.
Sonalika is also manufacturing tractors, meeting norms of Smoke & Mass Emission, Tested
and certified by ARAI, Pune. United States Environmental Norms Agency, Washington DC
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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 & approved by central Farm Machinery and Tractors Training & Testing Institute, Bundi
(MP) India, (the Government of India Institute authorized for issuing test reports).
Tractors from ITL offer the perfect combination of power and economy in the agriculture
utility segment. For fast efficient operation in the rows and a minimum width, which is typical
to small land holdings, the performance of ITL tractors is unparallel. Sonalika tractors are easy
to handle, with outstanding maneuverability, low center of gravity and a tight turning radius,
that combine to give fast and efficient operation in the field or yard.
We also manufacture tractors whose specifications are approved and tested dimensionally and
structurally, according to EEC and other international standard and homologations. Some of
our tractor models offer the most technically advanced features available on the market today,
including hydrostatic transmission, power steering, differential lock and advanced safety
devices.
International Cars & Motors Limited
International Cars & Motors Limited (ICML) is a Group Company of the Rs 1200 Crores
SONALIKA Group. The Company is promoted by Mr. L.D.Mittal, Chairman, Mr. A.S.Mittal,
Vice Chairman & Mr. Deepak Mittal, Managing Director, who are having vast experience in
manufacturing of tractors, Farm machines & Automobiles.
ICML is a project of its kind and is the ‘Pride of Himachal Pradesh’. The Company is having
its state-of-the-art production facility, with centrally air-conditioned, dust & pollution free
environment, to manufacture multi-utility vehicles / sports – utility vehicles, in Amb, Himachal
Pradesh. The Company is a ‘Mother Unit’ as its establishment shall attract many other
ancillary & small units for meeting the raw material requirements yielding manifold
employment avenues, revenue & industrialization in the state.
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The Company has entered into Technical Collaboration Agreement with MG Rover of UK,
with the technical know – how from MG Rover, UK. The Company has manufactured MUV
with the name of RHINO RX & the same MUV boasts of Rover engines. The company is in-
process of developing its own Common Rail Direct injection (CRDi) engines.
The company has the installed capacity to manufacture 2000 MUVs in a month i.e., 24000
MUVs in a year. In the first full year of production in 2006-2007, ICML is aiming to churn out
about 5000 MUVs & expects to achieve a turnover of 250 Crores. The Company, besides
catering to the domestic market, also has an eye on exports & exports to Malaysia, Nepal,
Bangladesh & Indonesia are also in an advanced stage. It will also offload the product in
African continent soon,
The Company is eligible for the Central & State Govt. Tax sops, exemption from the excise
duty & income tax for 10 years, which shall add to its viability & future expansion.
Sonalika Group intends to inject Rs. 1000 Crores in Himachal Pradesh over the next 2 -3 years
in the upcoming ICML plant & ICML has an ambitious plan to play a major role in the Indian
Automobile Industry.
Sonalika Agro Industries 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 group’s maiden venture is one of the foremost Farm equipments and implements
manufacturing companies in India with 80% share in threshers alone. Its product line includes
Table 8: Tractor on the basis of availability of spare parts
Tractor name Percentage
Sonalika 17
Swaraj 39
Mahindera 8
John Deere 0
Massey Ferguson 25
54
Farmtrac 11
Escort 0
Interpretation: - From the graph based on the data the leading tractor in case of availability of
spare parts is Swaraj with 39% followed by Massey Ferguson and Sonalika with 25% and 17%
respectively.
Tractor in case of availability of spare parts
Step 1: Set the hypothesis
Ho : Sonalika spare parts are easily available.
Ha : Sonalika spare parts are not easily available.
Step 2: Set the rejection criteria
Degrees of freedom= 6-1=5
At alpha 0.05 and df 5 the critical value from chi square table is 11.07
Step 3: Compute Statistics
Observed Expected O-E (O-E)² (O-E)² E
55
17 20 1 1 0.0625
39 16 19 361 18.05
8 16 -8 64 4
0 16 -16 256 16
25 16 9 81 5.0625
11 16 -5 25 1.5625
Total 44.74
Interpretation: - From the table we see that the calculated value is greater than the critical
value. Thus Ho is rejected and Ha accepted. Thus Sonalika spare parts are not easily available.
Table 9: Tractor in case of overloading:-
Tractor name Percentage
Sonalika 38
Swaraj 18
Mahindera 12
John Deere 1
Massey Ferguson 1
Farmtrac 30
56
Escort 0
Interpretation: - According to the graph based on the data best tractor in case of overloading
is Sonalika with 38%. It is seen that the close competitor of Sonalika is Farmtrac having 30%
which is followed by Swaraj with 18%.
Tractor in case of overloading
Step 1. Set the hypothesis
Ho: Sonalika is not good in case of overloading.
Ha: Sonalika is good in case of overloading.
Step 2. Set the rejection criteria
Degrees of freedom: n-1= 6-1=5
At alpha = 0.05 and df 5 the critical value from the chi square distribution table is 11.07
Step 3: Compute the test statistics
Observed Expected O-E (O-E)² (O-E)² E
57
38 16 22 484 30.25
18 16 2 4 0-25
12 20 -8 64 3.20
1 16 -15 225 14.0625
1 16 -15 225 14.0625
30 16 14 196 12.25
Total 74.075
Interpretation: - From the above table we see that the calculated value is greater than that of
the critical value. Thus the hypothesis Ho is rejected and Ha is accepted thus Sonalika is good
in case of overloading.
Table 10: Most attracting tractor in shape:-
Tractor name Percentage
Sonalika 27
Swaraj 8
Mahindera 20
John Deere 0
Massey Ferguson 5
Farmtrac 40
58
Escort 0
Interpretation: - From above graph we see that the leading tractor in terms of shape is
Farmtrac with 40% followed by Sonalika with 27% which is followed by Mahindera, Swaraj,
and Massey Ferguson with 20%, 8%, 5% respectively.
Table 11: Tractor designed ergonomically
Tractor name
Percentage
Sonalika 37
Swaraj 13
Mahindera 16
John Deere 3
Massey Ferguson 16
Farmtrac 15
Escort 0
59
Interpretation: - On the basis of above graph we see that leading tractor which is designed
ergonomically is Sonalika with 37% which is followed by Mahindera and Massey with equal
percentage of 16%.
Tractor designed ergonomically
Step 1 : Set the hypothesis
Ho : Sonalika is nit designed ergonomically.
Ha : Sonalika is designed ergonomically.
Step 2: set the rejection criteria
Df= 6-1=5
At alpha 0.05 and df 5 the critical value from chi square table is 11.07
Step 3: Calculate Statistics:
Observed Expected O-E (O-E)² (O-E)² E
37 16 21 441 27.5625
60
13 16 -3 9 0.5625
16 20 -4 16 0.8
3 16 -13 169 10.5625
16 16 0 0 0
15 16 -1 1 0.0625
Total 39.55
Interpretation: - From the above table we see that the calculated value comes out to be greater
then the critical value. Thus Ho is rejected in this case. Thus Ha is accepted.
Table 12: How did people describe Sonalika Tractor on the following factors?
Factor Percentage
Expensive 31
High Quality 18
Well Built 45
Good Value for Money 6
61
Interpretation: - It is clear from the graph that 45% of the people say that Sonalika is the Well
Built tractor which is followed by 31% of the people saying it is expensive. Remaining 18%
say it is High Quality followed by 6% of the people saying it is a Good Value for Money.
CHAPTER-7
Recommendation and Suggestion
While interacting to the farmers, I noticed that number of farmers want lock system in
tractor. They claim that there is no tractor in the market with this facility. So company
has to produce tractors with lock system facility.
Keeping in view the increase competition, the company should increase there warranty
period and sales promotion activities to built their brand image.
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Keeping in view the local manufacturing, company should position itself as most
service providing brand of tractors in the mind of farmers. So that there should be no
problem for farmers regarding the maintenance of their tractors. With this type of
facility the company can position itself differently which will be helpful in today’s
scenario.
Training should be given to the salesmen on how to increase sales through building
better relationship and handling promotion material efficiency.
Sales executives of the company should try to solve the grievances of dealers as early
as possible which will reduce the risk that dealers will shift to other brands.
To build brand image company can work on there promotional tools differently. For
example, there should be visit to the farmer’s house that uses Sonalika tractor and
consultation with them regarding the tractor. With this interaction company can
maintain their relationship and also can find current problems in there tractors.
There is less emphasis on advertisement of tractors. By increasing the advertisement
expenditure company can create more awareness among the people.
Keeping in view the requirements of the farmers Sonalika should produce tractors with
lock facility.
The resale value of the Sonalika tractor is very low. The tractor gets into bad condition after two to three years. As we have found most of the farmers purchase tractor on the basis of tractor’s resale value thus it creates problem on the part of Sonalika.
The wear and tear of the tractor is very high leads to lot more maintenance of the tractor.
The tractor is lot more noisy while operation. So Sonalika should work on it.
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CHAPTER-8
Conclusion
In the end we can say that Sonalika tractors are doing well in sub continent. This survey shows
that Farmtrac is leader among these six brands of tractors. In my area of study Farmtrac is at
top because of its durability, less maintenance and good resale value. Mahindra is in second
position followed by Sawraj and Sonalika. The main feature of M&M which is most
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considered by the farmers is most fuel efficient tractor. Sonalika is termed as good value for
money. According to some farmers Sonalika group uses different components from different
brands of tractor. They also claim that the durability of Sonalika tractor is not as well as other
brand of tractor. In my survey I come to know that John Deere is one of the emerging Brands
of tractor. Spare parts of John Deere are not easily available in the market which is major cause
of its fewer shares in the market.
CHAPTER-9
ANNEXURE
QUSTIONNAIRE
Name:
Address:
65
Contact Nos. Mobile: Landline:
Tractor being used currently:
Mahindra & Mahindra Sonalika John Deere
Farmtrac Sawraj Massey Ferguson
Others
Year & Month of Purchase:
Q: 1 What do you expect from a tractor? Please allocate points out of 100 to each option.
S.No. Options Available Points Given
1. Road Speed
2. Ground Clearance
3. Less Maintenance
4. Availability of Workshops/Mechanics
5. Good Resale Value
Q: 2 What financial sector influence you most while having a tractor? Please tick any of the following option.
Price Loan Facility Buy Back Scheme
Discounts
Q: 3 How much does these sources influence the purchase of a particular brand of tractor?
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Relatives Neighbours Mechanics
Spare Parts Shops Old Customers
Q: 4 How did you come to know of the tractor you are currently making use of?
TV Advertisement Relatives Wall Paintings
Exhibitions News Papers Supplier Visits
Relatives
Q: 5 To what extent does these factors affect the choice of tractor? Rank the following factors on the scale of 1 to 6 (1 stands for most affecting factor 6 for least affecting factor) S. No. Factors Affecting Rank
1. Brand Name
2. After Sale Services
3. Availability of Spare Parts
4. Kind of work to be taken from tractor
5. Coverage Area
6. Warranty
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Q: 6 What are the problems faced while using a tractor? Please rank the following factors on the scale of 1 to 6 (1 stands for the most important problem of the following & 6 for the least important)
S. No. Problems Faced Rating
1. Clutch Plate Problem
2. Oil Leakage
3. Front Lifting
4. Gear Box Noise
5. Differential Noise
6. Slow Speed
Q: 7 According to you which tractor’s spare parts are easily available?
Sonalika Escort Mahindra & Mahindra
John Deere Sawraj Farmtrac
Q: 8 Which tractor according to you is most fuel efficient?
Sonalika Escort Mahindra & Mahindra
John Deere Sawraj Farmtrac
Q: 9 Which of the following tractors perform better in case of “Overloading”?
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Sonalika Escort Mahindra & Mahindra
John Deere Sawraj Farmtrac
Q: 10 How would you rate the following tractors on the basis of their appearance? Please rate them on the scale of 1 to 6 (1 stands for the most attracting appearance & 6 for the least attracting in appearance)
Sonalika Escort Mahindra & Mahindra
John Deere Sawraj Farmtrac
Q: 11 Which of the following tractors do you feel are designed “Ergonomically”?
Sonalika Escort Mahindra & Mahindra
John Deere Sawraj Farmtrac
Q: 12 How would you describe Sonalika tractor on the following attributes?
Expensive High Quality Well Built
Good Value for money
Q: 13 What is the level of satisfaction you have from your tractor?
Not Satisfied Average Satisfied
Highly Satisfied
Q: 14 What are the various facilities you would like to add in your tractor? Please specify in few words
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CHAPTER-10
Bibliography
References :-
Kotler Philip, Marketing Management, Pearson Publisher Ltd, New Delhi
Statistical Methods by S.P.Gupta
Concepts & practices of Research Methodology by HARPREET SINGH.