A PROJECT REPORT

ON
A Study on Customer Satisfaction Towards Buying
Sonalika Tractor at Navagarh (C.G.)

Submitted in partial fulfilment for the award of the Degree

Bachelor of Business Administration

Submitted by:
Komal Sahu
BBA – Semester VI
Session-2024-2025

Guided By: Approved By:

Dr. Neha Soni Dr. Neha Soni
Head of Department Head of Department
 CERTIFICATE BY APPROVAL
This is to certify that the project Report entitled “A Study on Customer Satisfaction
Towards Buying Sonalika Tractor at Navagarh” is carried out by “Komal Sahu” a
student of BBA – Semester VI is here by approved as credible work in the discipline
of Management for the award of degree of Bachelors of Business Administration
during the year 2024-25 from Shri Shankaracharya Professional University, Bhilai
( C.G.).

APPROVED By :
Dr. NEHA SONI
 CERTIFICATE
This is to certify that the project report entitled “A study on Customer Satisfaction
Towards Buying Sonalika Tractor at Navagarh” submitted to the Shri Shankaracharya
Professional University, Bhilai (C.G.) by Komal sahu” Roll no. 2223026048 in partial
fulfilment of requirement relating to nature and standard the award of Bachelors of
Business Administration degree by the Shri Shankaracharya Professional University,
Bhilai (C.G.) for the Academic year 2024-25. This project work has been carried out
under my guidance.

GUIDED By :

Dr. NEHA SONI

 CERTIFICATE OF EVALUATION

This is to certify that the project report entitled “A study on Customer Satisfaction
Towards Buying Sonalika Tractor at Navagarh” is carried out by “Komal sahu” a
student of BBA- VI Semester. After proper evaluation and examination is hereby
approved as a credible work in the discipline of Management and is done in a
satisfactory manner for its acceptance as a requisite for the award of Bachelor of
Business Administration during the year 2024-25. format Shri Shankaracharya
Professional University, Bhilai (C.G.).

INTERNAL EXAMINER EXTERNAL EXAMINER

 DECLARATION
This is to declare that the project report entitled “A study on Customer Satisfaction
Towards Buying Sonalika Tractor at Navagarh” which is submitted by me in the partial
fulfillment for the award of the degree of Bachelor of Business Administration at Shri
Shankaracharya Professional University, Bhilai (C.G.). Comprises the original work
carried out by me.
I further declare that the work reported in this project has not been submitted and will
not be submitted, either in part or in full the award of any other degree or diploma in
the institute or many other Institute or any other institute or university.

Signature:
Date: NAME: Komal Sahu
Place: Bhilai(C.G) BBA semester VI
Roll No.2223026048
 ACKNOWLEDGEMENT
In pursing and completion of my BBA and other commitments, I under took the task of
completing my project on “A Study of customer satisfaction toward buying tractor with
special brand Sonalika”. To this and I would like to thank and convey my gratitude to
the Top Management of Toyota who allowed me to conduct my project and gave me
their whole hearted support.
I am fortunate in having sought and secured valued guidance, continuous
encouragement and strong support and every stage of my guide and supervisor and
am deeply grateful to Dr. Neha Soni and staff of dealership.
Finally, I also acknowledge with deep gratitude, the immense support I received from
my family members who have always encouraged me and have been a source of
inspiration and help in continuing my effort.
Last but not the least my special thanks go to all those who have given all the
secretarial support- despite all other commitments.

Date:
PLACE : Bhilai (C.G) Signature of the candidate
(KOMAL SAHU)

Roll No.2223026048
 TABLE OF CONTENTS

PAGES
[Link] PARTICULARS

I 1-5
Chapter 1: Introduction to the study

II 6-11
Chapter 2: Company Profile

III 12-15
Chapter-3: Review of Literature

IV 16-19
Chapter-4: Research Methodology

V 20-28
Chapter-5: Data Tabulation,
Analysis and Results
VI 29-31
Chapter-6: Finding of the study

VII 32-34
Chapter 7: Recommendations

VIII 35-36
Chapter 8: Limitations

IX 37-38
Chapter 9: conclusion

39-40
Chapter 10:Bibliography

41-44
Chapter 11:Annexure:A
 CHAPTER-1
INTRODUCTION

1
 Introduction
Marketing is the lifeline of every business, playing a crucial role in understanding
customer needs and aligning products and services to meet those needs effectively.
It goes beyond mere advertising—marketing encompasses everything from identifying
target customers to developing, pricing, distributing, and promoting the right products.
A well-planned marketing strategy acts as a guiding force that drives a company’s
overall growth and competitive advantage.
In the agricultural sector, tractors are essential tools that directly impact farming
productivity. As the market becomes more competitive and customer-centric,
understanding customer satisfaction becomes vital for tractor manufacturers. This
study focuses on Sonalika Tractors, a leading brand known for its innovation,
performance, and affordability. Customer satisfaction toward buying Sonalika tractors
reflects not just product quality but also the effectiveness of the company's marketing
strategies.
This research aims to explore how well Sonalika meets customer expectations through
its marketing mix—product features, pricing, after-sales service, distribution, and
promotional activities. By analyzing customer satisfaction levels, the study provides
insights into purchasing behavior and the overall perception of the Sonalika brand in
the tractor market.
Marketing is an essential function in every business that bridges the gap between a
company and its customers. It involves identifying customer needs, translating those
needs into products or services, setting the right price, choosing appropriate
distribution channels, and communicating value through effective promotional
strategies. In essence, marketing plays a pivotal role in shaping customer perceptions
and driving purchasing decisions.
In today’s competitive environment, especially in the agricultural machinery sector,
customer satisfaction has become a key factor for business success. Tractors are a
major investment for farmers, and their decision to purchase is influenced by multiple
factors such as brand reputation, performance, fuel efficiency, ease of maintenance,
after-sales service, and value for money. A satisfied customer is more likely to become
a loyal customer and a brand advocate, helping the company gain a sustainable
competitive advantage.

2
Sonalika Tractors, one of India’s leading tractor manufacturers, has made a strong
mark in the agricultural industry through innovation, reliability, and value-driven
offerings. Known for its wide range of tractors suitable for various farming needs,
Sonalika has built a brand that resonates with rural and semi-urban customers.
However, with increasing competition and rising customer expectations, it becomes
important to measure and analyze how well the brand is performing in terms of
customer satisfaction.
This study, “A Study of Customer Satisfaction Toward Buying Tractors with
Special Reference to the Sonalika Brand,” aims to evaluate customer experiences
before and after the purchase of Sonalika tractors. It explores how marketing
strategies such as product features, pricing, promotion, after-sales service, and
customer support influence satisfaction and loyalty. Understanding these factors will
help the brand improve its offerings and enhance customer relationships.
Through this research, we seek to:
• Assess the key drivers of customer satisfaction for Sonalika tractor buyers.
• Understand the influence of marketing efforts on customer perception and
decision-making.
• Identify areas of improvement in product delivery, service, and brand
communication.
This study not only contributes to the academic understanding of marketing and
customer satisfaction but also provides valuable feedback to the company for strategic
decision-making.
FACTORS
1. Background of the Study

Agriculture plays a vital role in India’s economy, providing livelihood to a large portion
of the rural population. With the shift towards modern farming, mechanization has
become essential, increasing the demand for tractors. Various brands now compete
in the Indian market, and Sonalika Tractors stands out as one of the leading
manufacturers.

2. Overview of the Tractor Industry

3
India has one of the largest tractor markets globally, with growing demand due to farm
mechanization and rising labor costs. Tractors help improve productivity, reduce
manual labor, and save time, making them indispensable for modern agriculture. The
market is expected to grow steadily, driven by technology upgrades and government
support.

3. About Sonalika Tractors

Founded in 1996, Sonalika Tractors has become a major player in India’s tractor
industry. The company offers a wide range of tractors, known for fuel efficiency,
affordability, and strong after-sales support. Sonalika has a notable presence both in
India and in over 140 international markets.

4. Rationale of the Study

Customer satisfaction is crucial for maintaining brand loyalty and encouraging repeat
purchases. Understanding customer experiences helps companies improve products
and services. This study focuses on evaluating how well Sonalika meets customer
expectations in a competitive market.

5. Problem Statement

Despite many available brands, customer satisfaction remains a challenge due to high
expectations in price, performance, and service. This study aims to assess how
effectively Sonalika fulfills these expectations and identifies areas for improvement.

6. Objectives of the Study

• To measure customer satisfaction with Sonalika tractors.

• To identify key factors influencing satisfaction.

• To compare Sonalika’s customer perception with other brands.

4
 7. Scope of the Study

The study focuses on selected districts, targeting farmers and tractor owners who use
Sonalika tractors. It is brand-specific and aims to gather insights based solely on
Sonalika products.

8. Significance of the Study

The study will help Sonalika understand customer expectations and improve its
products and services. It also offers valuable input for managers to make strategic
decisions aimed at enhancing customer loyalty and market performance.

5
 CHAPTER-2
COMPANY PROFILE

6
 Company profile
About the Company
International Tractors Limited (ITL), the flagship company of the Sonalika Group, is
one of India’s leading tractor manufacturers. With its popular brand Sonalika, the
company has grown rapidly to become a major player in both domestic and
international markets. ITL is known for offering a wide range of innovative, powerful,
and fuel-efficient tractors tailored to the needs of farmers in various regions.
Sonalika Tractors are designed to deliver productivity, durability, and value for money,
making them a preferred choice among Indian farmers. The company follows a farmer-
centric approach, ensuring that their tractors meet modern agricultural requirements
while being easy to operate and maintain.

Vision and Mission

Vision:
To be recognized as the most admired tractor brand, offering world-class agricultural
solutions that enrich the lives of farmers.
Mission:
• To provide high-performance and affordable agricultural machinery.
• To empower farmers through innovative technology and reliable service.
• To achieve global leadership through quality, sustainability, and continuous
improvement.

Key Highlights
• Production Capacity: Over 3,00,000 tractors annually
• Manufacturing Facility: One of the world’s largest integrated tractor
manufacturing plants, located in Hoshiarpur, Punjab
• Product Range: 20 HP to 120 HP tractors, suitable for small to large-scale
farming
• Global Presence: Exporting to more than 130 countries across Asia, Africa,
Europe, and Latin America
• R&D Focus: Advanced in-house R&D center for continuous innovation and
technology upgrades

7
 • After-Sales Network: Extensive network of over 1,000 dealerships and service
centers across India and abroad

Achievements
• Among the top 3 tractor manufacturers in India
• Recognized as India’s No. 1 exporter of tractors
• Multiple awards for excellence in manufacturing, innovation, and exports
• First Indian tractor brand to launch customized tractors for global markets

International Tractors Limited, through its Sonalika brand, continues to grow by staying
true to its commitment to customer satisfaction, technological advancement, and
delivering value to farmers worldwide. Its focus on sustainable growth and farmer
empowerment makes it a key player in the agricultural machinery sector.

No.1 Exports Brand from India

Sonalika’s vision is to ‘Lead Agri Evolution’ by pioneering innovation and technology

in the agri ecosystem. Being the No. 1 Exports brand from India, Sonalika is proudly
associated with over 2.75 lakh customers (as per figures in FY'24) in markets outside
India, which is a true sign of high acceptability of an Indian brand across 150 countries.

▪ Every 3rd tractor exported from India is rolled out from Sonalika’s Hoshiarpur
facility. The company holds an unassailable 34.4% market share as export
leadership with a large margin over the competitor at No. 2 position.

8
 ▪ Clocked unprecedented feat of selling more than 35,000 tractor exports two
year in a row (FY'22 and FY'23), a feat that remains a distant dream for all
leading industry players

▪ It is also the No.1 farmer choice in Hungary, Germany, Finland, Portugal,

Iceland, Czech Republic as well as leads in countries like Belgium and France.

▪ Having a dynamic 100% presence across all European countries, Sonalika

tractors are successfully operated by thousands of satisfied customers in
diversified European conditions.

▪ Sonalika has also set up a spare parts centre in Germany that caters to the
regional requirements with an aim to provide better service and customer
satisfaction.

No.1 Heavy Duty Customised Crop Solutions

As the farm mechanisation expert, Sonalika always keeps farmers at the front and
centre of any new development – be it product or service – so that they continue to
progress towards a prosperous future. The company continues to deliver on its
promises as -

▪ Sonalika’s customised tractor portfolio is equipped with HDM efficient

engines that deliver higher power output and remain affordable with low
maintenance for better total cost of ownership and experience.

▪ Sonalika Agro Solutions offers a wide range of heavy duty implements to

address various stages of crop cycle ranging from land preparation to post
harvesting operations including crop residue management.

▪ The company has introduced ‘Agro Solutions’ app for easy renting of requisite
machinery to farmers, thereby promoting farm mechanization in the country.

9
 ▪ Sonalika has also forayed into Custom Hiring Centres, a platform that offers
small and marginal farmers an access to advanced agri machinery on rent,
thereby aims to increase farm output in a cost effective way.

▪ Sonalika is the leading brand in more than 50 HP tractor segment and has
strengthened its presence in more than 40HP segment towards achieving the
leadership position.

About the World No. 1 plant

The World’s No.1 vertically integrated tractor manufacturing plant at Hoshiarpur,

Punjab is a pride of Sonalika Tractors. The facility is fully equipped to manufacture
almost every element in-house which goes in the making of a tractor. It is powered by
advanced robots as well as automation to maintain highest quality standards in the
company’s product portfolio. Sonalika also has assembly plants in Algeria, Brazil,
Thailand and Turkey for wider reach across the world.

More About Sonalika

Sonalika Tractors is committed for farm prosperity and therefore, the brand continues
to innovate across the agri value chain under –

▪ CSR Initiatives- Bring a positive change in society with initiatives supporting

overall development of the society including women, children and farming
communities.

▪ AFL Finance- Deliver financing solutions to Business Partners to realize their

true business potential.

▪ Agri Newgen- Identify innovative agri technologies and handhold such

companies that will drive farmers towards a better tomorrow.

10
▪ Farm to Fork- Bridge the gap from farm to market through processed agri
output.

11
 CHAPTER-3
REVIEW OF LITERATURE

12
 REVIEW OF LITERATURE
Introduction:
A review of literature provides a foundation for understanding the existing research
and theoretical frameworks related to customer satisfaction and marketing in the
agricultural equipment sector. It highlights key concepts, previous findings, and the
gaps this study aims to address.

Factors of Customer Awareness (Based on Preference)

1. Brand Preference
• Well-known agricultural brand with a strong rural presence.
• Preferred by farmers for its affordable pricing and practical features.
• Positive word-of-mouth recommendations from other farmers.
• Recognized for providing value for money and reliable performance.

[Link]
• Built through consistent product performance and durability in field conditions.
• Good reputation in rural markets, where community trust matters more than
advertising.
• Long-standing presence in the market boosts customer confidence.
• Influence of peer recommendations and existing user experiences strengthens
brand trust.

[Link] & Availability

• Wide dealership network in rural and semi-urban areas.
• Easy availability of tractors and spare parts through authorized dealers.
• Quick access to service centers in local regions is a deciding factor for many
buyers.
• Presence at agricultural expos, village fairs, and market promotions enhances
visibility.

4️.Service Quality
• After-sales service quality directly affects brand perception and repeat
purchases.

13
 • Customers prefer brands that offer prompt service, skilled technicians, and
readily available parts.
• Some service delays and shortages of parts reported — an area needing
improvement.
• Service staff behavior and dealer-customer relationship play a role in overall
satisfaction.

1. Kotler and Keller (2016) define customer satisfaction as the extent to which a
product's perceived performance matches a buyer's expectations. If the performance
falls short of expectations, the customer is dissatisfied; if it exceeds expectations, the
customer is highly satisfied or even delighted. Their framework establishes satisfaction
as a critical component of marketing success and customer loyalty.
2. Oliver (1997) emphasized that customer satisfaction is a psychological concept that
results from a cognitive and emotional response to a product or service. In the context
of tractors, farmers develop satisfaction based on product reliability, fuel efficiency,
ease of use, and service support.
3. Parasuraman, Zeithaml, and Berry (1988) introduced the SERVQUAL model
which outlines five key dimensions of service quality—tangibles, reliability,
responsiveness, assurance, and empathy—as determinants of customer satisfaction.
This model is especially useful in evaluating the after-sales service quality of tractor
brands like Sonalika.
4. Sontakki (2009) highlighted that in rural markets, customer satisfaction is heavily
influenced by the performance of the product, ease of access to service centers, and
word-of-mouth recommendations from peer groups or communities.
5. Rajasekar and Ramu (2014) conducted a study on customer satisfaction with
Mahindra Tractors and found that product quality, after-sales service, and dealer
behavior were the main contributors to customer satisfaction. These factors are likely
to be relevant in evaluating Sonalika Tractors as well.
6. Jha and Mishra (2013) studied buying behavior in the Indian tractor industry and
emphasized the importance of brand image, dealer proximity, financing options, and
spare parts availability in shaping the purchasing decision and overall satisfaction.
7. Ganesan and Karthik (2016) in their study on agricultural equipment concluded
that customer satisfaction not only depends on product features but also on post-

14
purchase experiences such as maintenance services, warranty handling, and
customer support.
8. Patil and Shinde (2020) investigated customer satisfaction with Sonalika tractors
specifically in Maharashtra and found that most farmers appreciated the fuel efficiency,
robust design, and pricing of Sonalika tractors. However, some respondents pointed
out delays in service and limited availability of spare parts in remote areas.
9. Sharma and Verma (2019) emphasized that digital engagement through mobile
apps and real-time service support has begun influencing customer satisfaction in rural
markets, especially among younger farmers who are more tech-savvy.

Summary of Literature Review

The literature reviewed suggests that customer satisfaction in the tractor industry is
multi-dimensional. Key determinants include product quality, pricing, after-sales
service, dealer support, availability of spare parts, and the brand’s reputation. While
Sonalika has gained a strong market presence, ongoing research is required to
evaluate how well it satisfies the evolving expectations of rural customers. This study
aims to contribute to this body of knowledge by focusing specifically on customer
satisfaction levels with Sonalika tractors.

15
 CHAPTER- 4
RESEARCH METHODOLOGY

16
 RESEARCH METHODOLOGY
Research methodology is a systematic approach used to solve a research problem. It
provides a blueprint for the collection, measurement, and analysis of data. This
chapter outlines the methodology adopted for analyzing the marketing strategies
towards secondary products of Internation tractor limited, aiming to gain insights into
the effectiveness and challenges of current practices.

RESEARCH PLAN
Research Design Descriptive

Research Method Used Survey

Research Instuments Questionnaire

Data Collection Primary,Secondry

Sampling Nonprobability (Convenience

Sampling)
Location Nawagarh , bemetara

No. of samples collected 87

Research Objective
[Link] understand concept of customer satisfaction
[Link] identify the factor of customer satisfaction toward sonalika tractor
[Link] know significant factor of customer satisfaction toward sonalika tractor

The research methodology plays a crucial role in the successful execution of any
research project. For this study, which focuses on customer satisfaction toward
the purchase and usage of Sonalika tractors,

1. Descriptive Research D esign has been adopted. Descriptive research is

appropriate in this context as it helps in understanding and interpreting the behavior,
preferences, and satisfaction levels of customers based on real-world data and direct
experiences. The aim of the research is to explore how different factors such as
product performance, price perception, service delivery, promotional strategies, and

17
overall brand value contribute to customer satisfaction among users of Sonalika
tractors.

This study is particularly relevant to the rural and semi-urban population, where
agriculture is the primary occupation, and tractors are indispensable tools in farming
operations. In such regions, tractors are not only considered a necessity but also a
long-term investment. Hence, satisfaction from such a purchase is influenced by a mix
of practical usability and perceived value. This study targets customers who have
already purchased Sonalika tractors and have had sufficient experience to assess its
quality, efficiency, and service support. These users provide a credible base for
deriving valuable insights into how the brand is performing in the market and where
improvements can be made.

[Link] ensure the credibility and robustness of the study, both primary and secondary
data have been used. Primary data was obtained directly from tractor owners through
a structured questionnaire, which served as the main instrument for data collection.
The questionnaire was designed to include both closed-ended and open-ended
questions to capture quantitative as well as qualitative aspects of customer
experience. Sections within the questionnaire included demographic information (such
as age, education, landholding, and income), usage patterns (years of usage,
purpose, frequency), factors influencing the purchase decision (price, brand
reputation, features, etc.), and satisfaction levels across various dimensions such as
engine performance, mileage, service centers, spare parts availability, customer
service, dealer interaction, and overall brand loyalty

[Link] selection of respondents was done using the convenience sampling method,
a non-probability sampling technique where participants are selected based on
accessibility and willingness to participate. This approach allowed the researcher to
gather quick and relevant responses within a limited time frame. Although this method
may not provide a statistically representative sample of the entire population, it is
effective for exploratory research and provides meaningful trends that can be used for
business insights and decision-making.

18
Secondary data was collected from a wide range of sources, including Sonalika’s
official reports, marketing materials, annual publications, academic journals, articles,
industry databases, agricultural equipment review websites, and previously conducted
studies related to customer satisfaction in the tractor or automotive industry. This data
helped in establishing a strong theoretical foundation for the study and enabled the
researcher to compare the findings from primary data with previously observed
industry patterns.
[Link] sample size of the study comprised [87] Sonalika tractor users from selected
villages and towns. Respondents were approached personally, and data was collected
either through face-to-face interviews or via distribution of physical forms. The choice
of location for data collection was influenced by Sonalika’s market presence and
availability of its tractors in those regions.
The analysis of data was performed using basic statistical tools such as percentage
analysis, graphical representations, and cross-tabulation wherever necessary. These
tools helped in presenting the responses in an organized manner, making it easier to
identify common trends, patterns, and outliers in customer satisfaction. Bar charts, pie
diagrams, and frequency tables were used to visually represent the findings for better
interpretation.

[Link] scope of the research is limited to a specific geographical region and a defined
group of customers. Therefore, generalizing the results across the national or global
customer base of Sonalika tractors would require a broader sample and extended
research. Additionally, customer feedback may be influenced by individual
expectations, recent experiences, and other subjective factors, which may introduce
a degree of bias in the findings. However, such limitations are common in customer
satisfaction research and do not diminish the practical value of the results when
interpreted within the given context.

[Link] these limitations, the research provides actionable insights into how
Sonalika tractors are perceived by customers in the field. The results can aid the
company in identifying gaps in service or product performance, improving customer
retention strategies, and strengthening the overall brand value.

19
 CHAPTER-5

DATA TABULATION, ANALYSIS AND RESULTS

20
 Data Tabulation, Analysis and Result

Data Analysis:
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 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.
BRAND OWNED BY THE TARGETED CONSUMER OF TRACTORS

Interpretation:

Out of 87 respondents:
• 80.5% own Sonalika tractors, making it the most preferred brand.

• 11.5% own Mahindra tractors.

• 7.0% own Swaraj tractors.

• Less than 1% own other brands.

Key Insight:
Sonalika clearly dominates the market in this sample, while Mahindra and Swaraj
hold smaller shares.

21
 Interpretation:

• 35.6% through Print Media (most common source)

• 31.0% from Dealer/Distributor

• 17.2% via Friends & Relatives

• 10.3% through Internet

• 5.7% from Television Advertisement

KeyInsight:
Print media and dealers/distributors are the primary information sources for tractor
brands, followed by personal recommendations.

22
 Interpretation:

• 69% said Sonalika

• 23% said Mahindra

• 8% said Swaraj

Insight:
Sonalika dominates market availability, followed by Mahindra.

Interpretation:
• 54.7% prioritize Market Availability
• 43% prefer Features
• 2.3% consider Credit Terms

Insight:
Availability in the market is the top factor, slightly ahead of product features.

23
 Interpretation:

• 43.7% said Performance

• 27.6% said Design
• 14.9% said After-Sales Service
• Remaining factors (Brand Reputation, Market Availability, etc.) had lower
percentages.
Insight:
Customers are most satisfied with performance, followed by design and service.

24
 Interpretation:

• 97.6% said Yes

• 2.4% said No
Insight:
An overwhelming majority would recommend Sonalika tractors.

Interpretation:

Gender (87 responses):

• Male: 78.2%
• Female: 21.8%
Insight:
Male respondents dominate. Female voices may be underrepresented.

25
 Interpretation:

Age Group (87 responses):

• 18–25 years: 41.4%
• 26–35 years: 37.9%
• 36+ years: 20.7% combined
Insight:
Youth (under 35) form the majority. Focus should be on digital, career, and self-
growth themes.

Interpretation:

Marital Status (86 responses):

• Single: 62.8%
• Married: 37.2% (with/without children)
Insight:
Most are unmarried, suggesting fewer family responsibilities and higher mobility.
26
 Interpretation:
• 48.8% are Business Owners (largest group)
• 19.8% are Farmers
• 17.4% are Students
• 12.8% are Office Employees
• 1.2% are Retired individuals
Insight:
Most respondents are business owners, followed by farmers and students, indicating
a diverse but entrepreneur-heavy sample.

27
 Interpretation:
• 4️3% earn ₹30,001 – ₹4️0,000 (largest group)
• 22.1% earn ₹4️0,001 – ₹50,000
• 22.1% earn Above ₹50,000
• 7% earn Less than ₹20,000
• 5.8% earn ₹20,001 – ₹30,000
Insight:
Most respondents fall in the mid-income bracket of ₹30,001 – ₹4️0,000, with a fair
proportion also in higher income groups, reflecting a financially stable respondent
base.

28
 CHAPTER- 6

FINDING OF THE STUDY

29
 Finding of the study

The findings of this study provide a comprehensive view of customer satisfaction levels
among users of Sonalika tractors, based on multiple dimensions such as product
features, pricing, after-sales service, dealer interaction, and overall brand perception.
Data was gathered through structured questionnaires and analyzed using charts and
graphs to identify key satisfaction trends.
The study revealed that a significant portion of customers expressed satisfaction with
the overall performance of Sonalika tractors. More than 70% of respondents reported
being either “Satisfied” or “Highly Satisfied,” highlighting the brand's strong presence
in the agricultural machinery segment. Customers appreciated the combination of
affordability and durability, making Sonalika tractors a popular choice in rural and
semi-urban areas.
One of the most notable findings was the high satisfaction with product quality and
fuel efficiency. Customers reported that the tractors delivered consistent
performance across a range of agricultural activities, including ploughing, sowing, and
harvesting. Many users noted that the tractors provided good mileage and required
relatively low maintenance, which adds to their cost-effectiveness in the long term.
In terms of pricing, the majority of customers felt that Sonalika offers tractors at
competitive prices that provide value for money. This pricing strategy, coupled with
performance and efficiency, strengthens customer loyalty and repeat purchases.
However, some customers suggested the need for more flexible financing options to
support small-scale farmers.
After-sales service and spare parts availability emerged as moderately satisfactory
areas. While many customers expressed contentment with the services provided by
local dealers, a significant portion mentioned occasional delays in service and
unavailability of spare parts in remote locations. This indicates an opportunity for the
company to strengthen its service network and inventory management in rural regions.
The role of dealers and customer interaction also showed mixed responses. While
some customers found the dealer staff cooperative and knowledgeable, others
reported a lack of proactive communication regarding service updates, maintenance
schedules, and warranty claims.
In terms of brand perception, Sonalika continues to enjoy a strong image as a reliable
and durable tractor manufacturer. Customers appreciated the brand’s growing

30
presence and innovations tailored to Indian agricultural conditions. A number of users
also mentioned that their purchase was influenced by peer recommendations and
previous experience with the brand.
Overall, the study highlights that Sonalika has successfully established itself as a
trustworthy brand in the tractor industry. While the core product and pricing strategy
have earned positive feedback, the company can further enhance customer
satisfaction by focusing on timely service delivery, improving dealer training, and
ensuring spare part availability across all regions.

31
 CHAPTER-7
RECOMMENDATIONS

32
 Recommendations

Improve After-Sales Service

• Expand service network, especially in remote and underserved areas.
• Ensure quicker response times for service requests.
• Deploy skilled and well-trained mechanics at local dealerships.
Ensure Better Availability of Spare Parts
• Strengthen the supply chain for spare parts across rural and semi-urban areas.
• Reduce waiting times for part replacements and repairs.
• Establish regional spare parts depots for faster delivery.
Enhance Customer Communication & Dealer Engagement
• Conduct regular training for dealer staff on technical and customer service
skills.
• Encourage dealers to follow up with customers regarding service schedules,
warranty claims, and new offers.
• Improve the dealer-customer relationship to boost trust and satisfaction.
Provide Flexible Financing Options
• Collaborate with banks and financial institutions to offer low-interest loans.
• Introduce EMI and seasonal payment plans for small and marginal farmers.
• Launch promotional schemes to make tractors more affordable.
Launch Customer Education & Awareness Programs
• Organize field demonstrations, farm visits, and product workshops.
• Educate customers about the benefits, maintenance, and efficient use of
tractors.
• Help farmers make informed decisions based on real-time experience.

33
 Chapter 8
Limitations

34
 Limitations
Limitations of the Study
1. Limited Geographical Scope
o Data collected only from selected rural and semi-urban areas.
o May not represent customers from other regions with different
agricultural practices, climates, or economic conditions.
2. Sampling Technique (Convenience Sampling)
o Respondents selected based on accessibility and willingness.
o Potential sampling bias; results may not reflect the views of the broader
Sonalika customer base.
o Exclusion of remote or less accessible users.
3. Time Constraints
o Limited time available for data collection and analysis.
o Smaller sample size and no scope for longitudinal (time-based) study.
o Inability to track changes in satisfaction over time.
4. Literacy and Language Barriers
o Some respondents in rural areas may have had difficulty understanding
survey questions.
o Local language translations may not fully capture the intended meaning
of questions.
o Potential inconsistencies in responses due to misinterpretation.
5. Limited Secondary Data Availability
o Scarcity of recent, reliable public data or market reports specific to
Sonalika tractors.
o Limited ability to compare or validate primary findings with industry-wide
trends.
6. Unaccounted External Influences
o Study did not consider macro-level factors like:
▪ Government policies and subsidies.
▪ Economic conditions and fuel prices.
▪ Seasonal or climatic variations (e.g., monsoon impact on
farming).

35
Chapter – 9
Conclusion

36
 Conclusion

This study was conducted to understand the satisfaction levels of Sonalika tractor
users, focusing on product quality, pricing, after-sales service, dealership experience,
and brand perception factor. In a competitive agricultural machinery market where
customer expectations evolve due to new farming practices and technology, this
research offers valuable insights for sustaining business growth and improving market
presence.

Sonalika enjoys strong customer satisfaction due to its product quality, affordability,
and brand trust. Company all the factor considered However, areas like after-sales
service, spare parts availability, dealer professionalism, financing solutions, and
technological upgrades need focused improvements. The study, though regionally
limited, provides practical insights and lays the foundation for future, broader research.

37
 BIBLIOGRAPHY
Web Sources:
• Sonalika Tractors. (2025). Official website of Sonalika Tractors.
[Link]
• Google. (2025). General web search used for secondary data.
[Link]
• Local Dealerships. (2025). Informal interviews and discussions with Sonalika
dealers in Nawagarh.
• Ministry of Agriculture & Farmers Welfare. (2023). Agricultural mechanization
in India: Annual report 2023. Government of India.

Books:

• Saxena, Rajan. Marketing Management. Tata McGraw-Hill Education, 5th Edition,

2020.
• Krishna Kumar & Mittal, M. Consumer Behaviour: Text and Cases. Wisdom
Publications, 2012
• Aaker, D. A., Kumar, V., Leone, R. P., & Day, G. S. (2020). Marketing Research (13th
ed.).Comprehensive textbook covering marketing research methods, data analysis, and
applications.
• Chhabra, T. N. (2005). Marketing management. Sun India Publications.
• Gupta, C. B. (2006). Marketing management. Sultan Chand & Sons.

Articles & Research Papers:

• Sharma, R., & Yadav, A. (2021). “Customer Satisfaction Towards Tractors in
Rural India – A Case Study.” Indian Journal of Marketing Research Bureau.
(2009, April 19). Tractor maker claims record export sales. India Forums.
[Link]
• Diwan, P., & Jain, A. (2004). Brand positioning: The unbeatable weapon in
present market scenario. Indian Journal of Marketing.
• Kathirvel, K. (2009). Satisfaction level of farmers towards production marketing
of agricultural products. Indian Agricultural Review.

38
• Shrinivasan, P. (2000). Indian tractor industry is ready to face the Chinese
threat. Business India.
• Valson, M. (2001). Study on tractor industry segmentation by HP. Indian
Economic Review.
• Singh, R., & Yadav, S. (2022). Trends and challenges in agricultural marketing
in India. International Journal of Rural Development and Management Studies,
16(2), 45–53.

39
ANNEXURE: A
QUESTIONNAIRE
Title: A Study of Customer Satisfaction Toward Buying Tractors with Special
Reference to Sonalika
Researcher: Komal Sahu
Course: Bachelor of Business Administration
Institution: Shri Shankaracharya Professional University, Bhilai (C.G)
Department: Business Management
Dear Respondent,
I am conducting a survey as part of my academic research. The questionnaire will
take less than 3 minutes to complete. Your responses will be kept strictly confidential
and will be used solely for academic purposes.

Kindly tick (✔) the most appropriate option for each question.
Your participation is highly appreciated.

Section A: Specific Topic

1. [Link] tractor brand do you currently own?
☐ Sonalika
☐ Swaraj
☐ Mahindra
☐ Others (Please specify): ___________

2. How did you come to know about the brands of tractor?

☐ Dealer/ Distributor
☐ Print Media
☐ Internet
☐ Television Advertisement
Friends & Relatives
Other (Specify)

40
3. Which brands of tractor are available in the market?
☐ Sonalika
☐ Mahindra
☐ Swaraj
☐ Others (Specify): ___________
[Link] factors do you consider mostly while purchasing a tractor?
Price
Feature
Market Availability
Credit Term
☐ Others (Specify): ___________

5. Rank the following factors on the basis of your satisfaction towards

Tractor purchase
☐ Performance
☐ Price
☐ Design
☐ After-Sales Service
☐ Brand Reputation
☐ Market Availability
☐ Insurance Policy
☐ Credit Term
☐ Delivery Time
☐ Promotional Offer
☐ Sales Person Assistance

41
6. Would you recommend Sonalika tractors to others?
☐ Yes
☐ No
Section B: Demographic Information
7. Gender:
☐ Male
☐ Female
☐ Other
8. Age Group:
☐ 18–25 years
☐ 26–35 years
☐ 36–45 years
☐ 46–55 years
☐ Above 55 years
9. Marital Status:
☐ Single
☐ Married (No Children)
☐ Married (With Children)
☐ Divorced
10. Occupation:
☐ Business Owner
☐ Farmer
☐ Office Employee
☐ Student
☐ Retired
☐ Other (Please specify): ___________
42
11. Monthly Personal Income:
☐ Less than ₹20,000
☐ ₹20,001 – ₹30,000
☐ ₹30,001 – ₹4️0,000
☐ ₹4️0,001 – ₹50,000
☐ Above ₹50,000

Thank you for your valuable time and participation. Your feedback will help enhance
the understanding of customer satisfaction and contribute to improving service
standards in the agricultural machinery sector.

43