A STUDY ON CUSTOMER SATISFICATION OF SWARAJ TRACTOR AT

CHENNAI

CHAPTER I

INTRODUCTION

Customer is the king; this is all the more apt for today's business environment where,
all other factors remaining more or less constant, it is the value addition to the customer that
is making all the difference.

Customer satisfaction depends on the performance relative to a expectations.

A key premise in customer satisfaction is understanding the needs and meeting or exceeding
the expectations of customers. Furthermore, this is done while optimally using resources.
While most companies have developed strategies to improve quality and external customer
service, internal customer satisfaction is a much neglected component of quality
improvement. To this end, it is important to emphasize that total customer satisfaction can be
attained only if all employees devoted to external customer satisfaction can work together
and assist each other to achieve the common objective, when the internal customer isn't
satisfied, Relationships with the external customer suffer. So, it is suggested to adopt
customer oriented approach to keep the internal customer satisfied and motivated, who in turn
will focus their attention and energy upon meeting the requirements of their customers,
thereby maximizing the customer, thereby maximizing the customer satisfaction.

Customer satisfaction survey is the process to monitor the satisfaction quotient of

their people. In internal satisfaction surveys therefore tracks the return on your investments in
keeping your people happy, high salaries, a quality culture, a healthy work environment.

Last, but not the least internal customer satisfaction survey helps in finding the
critical areas, which need further improvement.

NEED OF INTERNAL CUSTOMER SATISFACTION SURVEY ARISES DUE TO

FOLLOWING REASONS.

 Rapidly growing organization.

  High or growing turnover rate
 Excessive rumor's
 Highly competitive industry.
 Planned and recent organizational changes.

BENEFITS OF AN INTERNAL CUSTOMER SATISFACTION SURVEY

Ø It creates better teamwork and much improved work process.

Ø It leads to higher output and superior quality product.

Ø It decreases the turnover.

Ø Reduced overheads, and increase customer satisfaction level's inter departmental.

Ø It enhance communication and hence helped in team building, hence there is less wasted
effort caused by lack of common purpose and poor communication.

Ø A good employee feedback survey improves employee attitude and boosts morals.

INTERNAL CUSTOMER-SUPPLIER RELATIONSHIP

In an organization, from procuring an order to delivering the final product, a series of

activities takes place. There are different depts. To which these activities are assigned eg.
Raw material for production is purchased by one dep’t. And supplied to other deptt. Where
the production initiates. Thus every debt. Play an important role of a customer and supplier
as well.

The importance of a customer is well known from the maxim, “Customer is the king”.
Earlier, organizational administrators concentrated only on the satisfaction of external
customers i.e. the target market. But now it is being realized that if the internal customer is
satisfied the quality as well as the quantity is also appreciable. Higher the customer
satisfaction index, higher will be the quality of the production. This results in the satisfaction
of external customers and ultimately brings profits & prosperity to the organization. It can
benefit the organization in following ways:-
 1) There will be less employee turnover.

2) Optimum utilization of available resources will take place.

3) High job satisfaction and feeling of belongingness in employees.

4) Qualitative product.

5) Least conflicts in the departments.

6) Good reputation in the market and many more benefits can be accrued.

Thus, every deptt. Should ensure that the customer deptt. is satisfied with the product and
services provided by it as it will result into an overall improvement of the organization.

To serve a final customer first of all a company has to satisfy his employees. If
employees are satisfied then they will ultimately satisfy the final customer. Three types of
marketing arise. These are a follows:-

1) Internal marketing:

It is defined as when company communicates its policies to the employees. In

this understands their employees & provides good working condition, compensation
and incentives so as to satisfy their employees. Company satisfies their employees
because they are the person in touch with the final users.

2) External marketing:
 When company communicates with its final end user regarding the product
complaints & suggestions so as to satisfy them.

3) Interactive marketing:

In this employees communicate company product to its final end users.

INTRODUCTION TO CUSTOMER SATISFACTION

Today’s companies are facing their toughest competition ever. These companies can
outdo their competition if they can move from product and sales philosophy to a marketing
philosophy. We spell out in detail how companies can go about winning customers and
outperforming competitors. The answer lies in doing a better job of meeting and satisfying
customers’ needs. Only customer-centred companies are adept at building customers, not just
building product. They are skilled in market engineering, not just product engineering.

Too many companies think that it is the marketing/sales department’s job to procure
customers. If that department cannot, the company draws the conclusion that its marketing
people aren’t very good. But in fact, marketing is only one factor in attracting and keeping
customers. The best marketing department in the world cannot spell products that are poorly
made or fail to meet anyone’s need. The marketing department can be effective only in
companies whose various departments and employees have designed and implemented a
competitively superior customer value-delivery system.

Although the customer oriented firms seek to create high customer satisfaction, its
main goal is to maximize customer satisfaction, first the company can increase customer
satisfaction by lowering its prices, but results may be lower profits second the company
might be able to increase prices. Third the company has many stake-holders including
employees, dealers, suppliers and stock holders spending more to increase customer
satisfaction might divert funds from increasing the satisfaction of other partner. Estimate the
company must operate on the philosophy that it is trying to deliver a high level of satisfaction
to the other stake-holder within the constraints of its resources. From the past studies of last
three decades we observed that the company’s first task is to create and satisfy customers.
But today’s customers face a vast array of product and brand choice prices and suppliers.
 It is generally believed that customers estimate which offer will deliver the most value
customers are like value maximizes, within the bounds of search costs and limited
knowledge, mobility income, they form an expectation of value and act on it, whether or not
the offer lives up to the value expectations affects customer’s satisfaction and their
repurchase probability.

CUSTOMER VALUE

Customer delivered value is the difference between the total customer value and total
consumer cost. Consumer value is the bundle of benefits customers expect from a given
product or service. Total consumer cost it the bundle of costs consumer expect to incur in
evaluating, obtaining and using the product.

That two customers can report being “highly satisfied” for different reasons. One may
be easily satisfied most of the time and other might be hard to please but was pleased on this
occasion. Companies should also note that managers and salespeople can manipulate their
ratings on customer satisfaction. They can be especially nice just before the survey. They can
also try to exclude unhappy customers from the survey. Another danger is that if customers
will know that the company will go out of its way to please customers, some customers may
express high dissatisfaction (even if satisfied) in order to receive more concession.

DELIVERING CUSTOMER VALUE AND SATISFACTION:

The value chain is a tool for identifying ways to create more customer value. Every
firm is a collection of activities that are performed to design, produce, market, deliver and
support its product. The value chain identifies nine strategically relevant activities that create
value and cost in a specific business. These nine value-creating activities consist of five
primary activities and four support activities.

INTERNAL RECORD SYSTEM

Marketing managers rely on internal reports on orders, sales, prices, cost, inventory
levels, receivables, payables, and so on. By analyzing this information, they can spot
important opportunities and problems.

THE MARKETING INTELLIGENCE SYSTEM

 A marketing intelligence system is a set of procedures and sources used by managers
to obtain everyday information about developments in the marketing environment. Marketing
managers collect marketing intelligence by reading books, newspapers and trade
publications; talking to customers, suppliers and distributors; meeting with other company
mangers.

First, it can train and motivate the sales force to spot and report new developments.
Sales representatives are positioned to pick up information missed by other means.

Second, the company can motivate the distributors, retailers, and other intermediaries
to pass along important intelligence.

Third, companies can collect competitive intelligence by purchasing competitors’

products; attending open houses and trade shows; reading competitors’ publishing reports;
attending stockholders’ meeting; talking to employees, dealers, distributors, suppliers, and
freight agents; collecting competitors’ ads; and looking up news stories about competitors on
the internet.

SOURCES OF INTERNAL DATA

Sources of internal data are of two types:

1. Internal or primary data

2. External or secondary data.

INTERNAL SOURCES

Company profit-loss statements, balance sheets, sales figures, sales call reports,
invoices, inventory reports and prior research reports.

EXTERNAL SOURCES

A) Government publications

B) Periodicals and books

C) Commercial data
NEED OF THE STUDY

Customer satisfaction survey is a systematic process for collecting consumer data, analyzing
this data to make it into actionable information, driving the results throughout an organization
and implementing satisfaction survey is a management information system that continuously
captures the voice of the customer through the assessment of performance from the
customers’ point of view.

CHAPTER-II

REVIEW OF LITERATURE

REVIEW OF LITERATURE

(Schrader 1999; Meijkamp 2000), ski rental and washing services (Hirschl,
Konrad et al. 2001).

For more than a decade now, a range of studies that address environmentally sound
consumer behaviour, e.g. car use, waste sorting, minimisation and recycling practices, have
been conducted. However, few studies evaluated consumer acceptance of the PSS concept – a
consumption based on non-ownership of physical products, see, for example, studies on car
sharing schemes

(Gudgion and Thomas 1991; McKenzie-Mohr, Nemiroff et al. 1995; Oskamp

2000).

A number of examples (mainly from the business-to-business area) exist that confirm
the potential of PSS for reducing life cycle environmental impact. It is, however, increasingly
evident that these examples are difficult to directly apply to the market of private consumers,
mainly because business customers often prefer services to product ownership (Alexander
1997), while according to some studies it is a formidable challenge for private customers to
adopt “ownerless consumption” (Schrader 1996; Littig 1998). In addition, the environmental
impacts of such offers depend to a large extent on user behaviour. (Goodwin, Ackerman et
al. 1997); (OECD 1997); (Stern, Dietz et al. 1997); (Thøgersen and Ölander 2002).

To address this problem, changes are needed in consumption behaviour; consumption

patterns and levels; and ultimately a change in lifestyles towards more sustainable patterns.
Many authors recognise that “the health of our planet is inextricably dependent upon human
behaviour” (Geller 1995), and therefore changing human behaviour may foster and maintain
sustainability An increasing number of studies have been conducted in search for instruments
that can potentially help facilitate the shift toward more sustainable patterns of consumption,
e.g.,

Paul S. Goldner (2006) Grigoroudis, E and Siskos, Y (2009)

defines, “…a customer is any organization or individual with which you have done
business over the past twelve months”. “Customer means the party to which the goods are to
be supplied or service rendered by the supplier”. Provide definition for ‘customer’ upon two
approaches: With reference to loyalty, “A customer is the person that assesses the quality of
the offered products and services” and on process oriented approach, “the customer is the
person or group that receives the work output” (p.9).

(Hanif, Hafez & Riaz, 2010

Customer satisfaction is an evaluation of difference between prior expectations about

product and its actual performance. Customer satisfaction is how customers react towards the
state of satisfaction, and how customers judge the satisfaction level

(Khayyat & Heshmati,2012).

Customer satisfaction is the reaction of customer toward state of the fulfilment and
judgment of customer about that fulfilled state Customer satisfaction is the expectation before
consuming a product regarding quality or it is a pre-consumption judgment or
expectation(bae,2012).Satisfaction is an outcome of purchase in which consumer compare
cost and rewards with the anticipated consequences(Maxham,2001).There is always a
positive relationship between customer satisfaction and profit maximization of an
organization(bowen&chen,2001).

(Yuan Hu, Ching-Chan&Cheng, Hong,2010)

No one is important than customers and their satisfaction is the ultimate objective
through improvement in services in terms of competitiveness and it saves future revenue plus
it becomes the cause of cost reduction in future. Customer satisfaction is the perceived
feeling of a customer for which he or she has set standards if his expectations match with the
standard he is satisfied
 (Eggert&Ulaga,2002

There are number of imperial studies on specific relationship of employee’s

satisfaction. Often the quality of the relationship is called satisfaction mirror which gives an
idea that success of business is from satisfaction of employee which is reflected in term of the
customer satisfaction. Service quality is derived from employee satisfaction for example if
employees are satisfied it has direct effect on both customer satisfaction and service
quality(Madern, Maull, Smart&Baker,2005).There is a significant effect of customer
satisfaction on the performance of business and through customer satisfaction returns of
shareholders can be increased and value of any business can be maximized.

(O’sullivan,Mccalling,2010)

The most widely accepted conceptualization of the customer satisfaction concept is

the expectancy disconfirmation theory (McQuitty, Finn and Wiley, 2000). The theory was
developed by Oliver, who proposed that satisfaction level is a result of the difference between
expected and perceived performance. Satisfaction (positive disconfirmation) occures when
product or service is better than expected. On the other hand, a performance worse than
expected results is dissatisfaction (negative disconfirmation). Studies show that customer
satisfaction may have direct and indirect impact on business results. Luo and Homburg
(2007) concluded that customer satisfaction positively affects business profitability. The
majority of studies have investigated the relationship with customer behaviour patterns
(Dimitriades, 2006; Olorunniwo et al., 2006; Chi and Qu, 2008; Faullant et al., 2008).
According to these findings, customer satisfaction increases customer loyalty, influences
repurchase intentions and leads to positive word-of-mouth.

.(Campbell&Finch,2004).

Customer satisfaction with offices is resolved by specialized execution, as well as by

a many-sided set of trade procedures, for example, compelling correspondence and
administration of desires. Customer satisfaction have antecedent, mediated and moderated
effect on personal connections and enjoyable interactions Customer satisfaction with offices
is resolved not just by specialized execution, additionally by a multifaceted set of trade
methodologies, for example, powerful correspondence and administration of desires
(Turel&Serenko,2013)

The exceptional dissemination of portable administrations has beaten the masters ‘desires.
Telecommunication has turned into a heading segment, giving commoditized administrations.
Accordingly, the infiltration of cellular telephones is very nearly twice as high as that of
personal computers. The portable Internet guaranteed equalling adaptability and expense
productivity to the typical web. In any case, encounters show that the improvement of
portable web requisitions needs to think about uncommon tests in the zones of convenience,
advancement proficiency.(Spriestersbach&Springer,2005).As interest obliges that more
provisions be re-wrote for versatile arrangements, organizations may think that it is important
to upgrade information offering and substance conveyance systems to backing the portable
stage

.(Devi,Ramzan&Shander,2012).

Mobile applications and administrations progressively help us in our everyday life

circumstances, satisfying our needs for data, correspondence, diversion or
relaxation(Wac,Ickin,Hong,Janowski,Fielder&Dey,2011)Regardless of the reputation of
flexible demands, their execution likewise imperativeness bottlenecks remain stowed away
due to a non-attendance of detectable quality into the advantage constrained conveyable
execution environment with possibly intricate affiliation with the procurement behaviour

(Qian,Wang,Gerbar,Mao,San,Spatscheck,2011).

Cell phones and tablets are converting the way individuals digest news, take after
games, and sit in front of the TV and films. Individuals are basically strolling around with a
worldwide new room, a games enclosure, widescreen HD TV, and film theater in their pocket
or tote. Further more as a rule nowadays, clients have a decision by they way they need to get
to the data and captivate with the substance(Anderson,2013)It is evident that clients are vital
stakeholders in associations and their fulfillment is a necessity to administration. Client
fulfillment has been a subject of incredible enthusiasm to associations and specialists
indistinguishable.
 CHAPTER III

RESEARCH METHODLOGY

OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

 The primary objective of the study is to find out the “a study on the customer
satisfaction level of SWARAJ TRACTOR.”

SECONDARY OBJECTIVE

 To study the socio economic variables that influences the insuring public to take-up
the policies.
 To study the awareness of insurance plans in SWARAJ TRACTOR
 To study the effectiveness of advertisement of SWARAJ TRACTOR
 To study the customer perception of life insurance
 To study the efficiency of SWARAJ TRACTOR being a private organization.

LIMITATIONS OF THE STUDY

 The study suffers from a few limitations, which will have to be kept in mind for the
findings to be fairly interpreted
 The recommendations are subjected to time and cost constraint
 Sampling has its own limitations, which would have resulted in minor errors
 There can be errors due to bias of respondents
 The size of the sampling was not big enough to arrive at strong conclusion. The
results should be interpreted with the above limitations in perspective.

RESEARCH METHODOLOGY

“A Research is a careful investigation or inquiry; especially through search for new

facts in any branch of knowledge .It is a systemized effort to gain more knowledge.”

Research methodology is a way to systematically solve the research problem. It may

be understood as a science of studying how research is done scientifically. It is necessary for
the researcher to know not only the research methods or technique but also the methodology.
Researcher always needs to understand the assumption underline various technique and they
need to know the criteria by which they can decide that certain technique and procedures will
be applicable to certain problems and other will not.

RESEARCH DESIGN

TYPE OF RESEARCH:

The method of conducting research deals with research design, data collection method,
sampling method. It explained about the nature of research work to be done such as
descriptive nature of research, which is used in this study.

DESCRIPTIVE RESEARCH:

The researcher has adopted descriptive research design for the purpose of this survey.
Descriptive studies are that study which is concerned with describing the characteristics of a
particular individual, or of a group.

RESEARCH DESIGN

DATA COLLECTION

PRIMARY DATA

The primary data for this study is collected with the objective in mind “a study on the
customer perception of SWARAJ TRACTOR.

SECONDARY DATA

The secondary data for the study is collected with the information that is being published in
journals and magazines and from the internet.

SAMPLE COLLECTION

The data required for the study is collected with the help of questionnaire. These
questionnaires are handed over to the customers and asked to get it filled up. The data is
interpreted from the information that is incurred from the questionnaire

SAMPLE AREA
The area where the data is collected is in and around SWARAJ TRACTOR. The
respondents are the people who reside in Chennai.

SAMPLE SIZE

Due to the limitation of time and scope of the study the number of respondents from which
the data is collected is 100.

RESEARCH TOOL

STOOLS OF ANALYSIS

Analytical techniques are used to obtain findings and arrange information in a logical
sequence from the data collected. After tabulation of the data, researcher used the following
quantitative techniques

1. Percentage Analysis

The data that is obtained is from the questionnaire is analyzed through percentage analysis.
The results are shown on the percentage basis.

2. Graphs

Graphical representations are used to show the results in simple form. The graphs are
prepared on the basis of data that is received from the percentage analysis

3. Chi – Square Test

The research methodology tool chi – square test is being taken as a tool in order to bring out
the final result by analyzing the factors. The end result for the study is being derived from the
using this research tool.

Chi square test is an important non parametric test and as such no test is necessary in respect
of the population. We require only the degree of freedom (implicitly of the course the size
of the sample) for using this test. As anon parametric test chi square can be used (i) as a test
of goodness to fit and (ii) as a test of independence. Since there searcher used test of
independence only the details about the independence is given below

TEST OF INDEPENDENCE
The 2 test is used to test whether there is a significant difference between the observed
number of responses in each category and the expected number of responses for such
category under the assumption of null hypothesis. It enables us to explain whether or not two
attributes are associated with each other. In order that we may apply the chi-square test either
as a test to judge the significance of association between attributes, it is necessary that the
observed as well as theoretical distribution must be adjusted to give the same total frequency
as we find in case of observed distribution. Karl Pearson developed test for testing the
significance of discrepancy between experimental values and the theoretical values obtained
under some theory of hypothesis. This is known as test of goodness of fit. Karl Pearson
proved that the statistics is used to test whether difference between observed and expected
frequencies are frequent.

CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1
AGE OF THE RESPONDENT
Age

Freque Percent Valid Cumulative

ncy Percent Percent
Below20 14 14.0 14.0 14.0
20-30 31 31.0 31.0 45.0
Valid 30-40 32 32.0 32.0 77.0
Above40 23 23.0 23.0 100.0
Total 100 100.0 100.0

INTERPRETATION
 The above table it is clear that the 14% of the respondent are aged between below
25 years, 14% of the respondent are aged between 20-30 years, 31% of the respondent are
aged between 30-40 years, 32% of the respondent are aged between above 40 years.

CHART 4.1
AGE OF THE RESPONDENT
TABLE 4.2
GENDER OF THE RESPONDENT
GENDER
Frequen Percent Valid Cumulative
cy Percent Percent
male 46 46.0 46.0 46.0
Vali
female 54 54.0 54.0 100.0
d
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 46% of the respondent are male and 54% of the
respondents are female.

CHART 4.2
GENDER OF THE RESPONDENT
TABLE 4.3
MARITAL STSTUS OF THE RESPONDENT
MARITALSTATUS
Frequenc Percent Valid Cumulative
y Percent Percent
married 49 49.0 49.0 49.0
Valid unmarried 51 51.0 51.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 49% of the respondent are married, 51% of the
respondent is unmarried.
CHART 4.3
MARITAL STSTUS OF THE RESPONDENT

TABLE 4.4
OCCUPATION OF THE RESPONDENT
OCCUPATION
Freque Percent Valid Cumulative
ncy Percent Percent
student 15 15.0 15.0 15.0
employed 26 26.0 26.0 41.0
self-employed 21 21.0 21.0 62.0
Valid
business 23 23.0 23.0 85.0
agriculture 15 15.0 15.0 100.0
Total 100 100.0 100.0
INTERPRETATION
The above table it is clear that the 15% of the respondent are student,26% of the
respondent are employee ,21% of the respondent are self employed tractor,23% of the
respondent are business ,15% of the respondent are agriculture.

CHART 4.4
OCCUPATION OF THE RESPONDENT
TABLE 4.5
EDUCATIONAL QUALIFICATION
EDUCATIONAL
Frequenc Percent Valid Cumulative
y Percent Percent
SSLC 20 20.0 20.0 20.0
HSC 32 32.0 32.0 52.0
Valid diploma 27 27.0 27.0 79.0
graduate 21 21.0 21.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 20% of the respondent are qualified in sslc, 32%
of the respondent are qualified in hsc , 27% of the respondent are qualified in diploma
,21% of the respondent are qualified in post graduate.
CHART 4.5
EDUCATIONAL QUALIFICATION
TABLE 4.6
MONTHLY INCOME OF THE RESPONDENT
MONTHLYINCOME
Frequen Percent Valid Cumulative
cy Percent Percent
below10000 13 13.0 13.0 13.0
10000-20000 18 18.0 18.0 31.0
20000-30000 32 32.0 32.0 63.0
Valid
30000-40000 24 24.0 24.0 87.0
above40000 13 13.0 13.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the13% of the respondent are monthly income is
below 10000,18% of the respondent are monthly income is 10000-20000,32% of the
respondent are monthly income is 20000-30000,24% of the respondent are monthly income
is 30000-40000,13% of the respondent are monthly income is above 40000.

CHART 4.6
MONTHLY INCOME OF THE RESPONDENT
TABLE 4.7
MILEAGE OF RESPONDENTS
MILIAGE
Frequen Percent Valid Cumulative
cy Percent Percent
0-5km/liter 31 31.0 31.0 31.0
5-10km/liter 42 42.0 42.0 73.0
Valid
above-10km/liter 27 27.0 27.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 31.0 % of the respondent are says that 0-
5km/liter mileage of the tractor running, 42.0% of the respondent are says that 5-10km/liter
mileage of the tractor running, 27.0% of the respondent are says that above 10km /liter
mileage of the tractor running.
CHART 4.7
MILEAGE OF RESPONDENT
TABLE 4.8
PURCHASE SWARAJ TRACTOR OF THE RESPONDENT
PURCHASESWARAJTRACTOR
Frequenc Percent Valid Cumulative
y Percent Percent
showroom 16 16.0 16.0 16.0
friends 36 36.0 36.0 52.0
Valid relatives 28 28.0 28.0 80.0
others 20 20.0 20.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 16.0% of the respondent that the source of
purchase swaraj tractor from showroom, 36.0% of the respondent that the source of purchase
swaraj tractor from friends, 28.0% of the respondent that the source of purchase swaraj
tractor from relatives, 20.0% of the respondent that the source of purchase swaraj tractor from
others.

CHART 4.8
PURCHASE SWARAJ TRACTOR OF THE RESPONDENT
TABLE 4.9
MODEL OF SWARAJ TRACTOR
MODELSOFSWARAJ
Frequenc Percent Valid Cumulative
y Percent Percent
SWARAJ-735FE 8 8.0 8.0 8.0
SWARAJ-835FE 30 30.0 30.0 38.0
SWARAJ 843 XM 30 30.0 30.0 68.0
TRACTOR
SWARAJ 843 XM 20 20.0 20.0 88.0
Valid TRACTOR

SWARAJ 744 FE 12 12.0 12.0 100.0

TRACTOR
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 8.0% of the respondent are used to the
swaraj tractor model is swaraj-735fe, 30.0% of the respondent are used to the swaraj
tractor model is swaraj-835fe,30.0% of the respondent are used to the swaraj tractor
model is swaraj 843 xm tractor,20.0% of the respondent are used to the swaraj tractor
model is swaraj 843 xm tractor,12.0% of the respondent are used to the swaraj tractor
model swaraj 744 fe tractor.
CHART4.9
MODEL OF SWARAJ TRACTOR
TABLE 4.10
PRICING POLICY OF THE RESPONDENT
PRICINGPOLICY
Freque Percent Valid Cumulative
ncy Percent Percent
Excellent 18 18.0 18.0 18.0
Good 14 14.0 14.0 32.0
average 24 24.0 24.0 56.0
Valid
Bad 23 23.0 23.0 79.0
very bad 21 21.0 21.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 18.0% of the respondent are says that
excellent with the pricing policy,14.0% of the respondent are says that pricing policy is
good,24.0% of the respondent are average with the pricing policy ,23.0% of the respondent
are says that pricing policy is bad,21.0% of the respondent are says that pricing policy is
very bad.

CHART 4.10
PRICING POLICY OF THE RESPONDENT
TABLE 4.11
KNOW ABOUT SWARAJ TRACTOR
KNOWABOUTSWARAJ
Frequenc Percent Valid Cumulative
y Percent Percent
Yes 56 56.0 56.0 56.0
Valid No 44 44.0 44.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 56% of the respondent are know that the swaraj
tractor,44% of the respondent are unknown that the swaraj tractor.
CHART 4.11
KNOW ABOUT SWARAJ TRACTOR

TABLE 4.12
ANY TRACTOR OF THE RESPONDENT
HAVEANYTRACTOR
Frequenc Percent Valid Cumulative
y Percent Percent
Yes 55 55.0 55.0 55.0
Valid No 45 45.0 45.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 55.0% of the respondent are purchasing to the
tractor,45.0% of the respondent are nothing to the another tractor.
CHART 4.12
ANY TRACTOR OF THE RESPONDENT

TABLE 4.13
ASSOCIATED THE RESPONDENT
ASSOCIATEDOFSWARAJ
Frequenc Percent Valid Cumulative
y Percent Percent
0 – 6 months 24 24.0 24.0 24.0
6 – 12 35 35.0 35.0 59.0
Valid
months
1 – 2 years 19 19.0 19.0 78.0
 Above 2 22 22.0 22.0 100.0
years
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 24.0% of the respondent are associated with
the swaraj tractor is 0-6 months,35.0% of the respondent are associated with the swaraj
tractor is 6-12 months,19.0% of the respondent are associated with swaraj tractor is 1-2
years,22.0% of the respondent are associated with the swaraj tractor is above 2 years.

CHART 4.13
ASSOCIATED TO THE RESPONDENT
TABLE 4.14
BRAND OF TRACTOR
BRANDOFTRACTOR
Frequenc Percent Valid Cumulative
y Percent Percent
swaraj 16 16.0 16.0 16.0
Eicher 20 20.0 20.0 36.0
HMT 18 18.0 18.0 54.0
Valid
Sonalika 20 20.0 20.0 74.0
Others 26 26.0 26.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 16.0% of the respondent are used to
the swaraj tractor,20.0% of the respondent are used to the eicher brand tractor,18.0% of the
respondent are used to the hmt brand tractor,20.0% of the respondent are used to the sonalika
brand tractor,26.0% of the respondent are used to the others brand tractor.
CHART 4.14
BRAND OF TRACTOR THE RESPONDENT

TABLE 4.15
COMPETITIVE BRAND OF THE SWARAJ TRACTOR

Frequenc Percent Valid Cumulative

y Percent Percent
Yes 50 50.0 50.0 50.0
Valid No 50 50.0 50.0 100.0
Total 100 100.0 100.0

INTERPRETATION
 The above table it is clear that the 50.0% of the respondent are competitive brand
of the swaraj tractor,50.0% of the respondent are non competitive brand of the swaraj tractor.

CHART 4.15
COMPETITIVE BRAND OF THE SWARAJ TRACTOR

TABLE 4.16
HAPPY WITH THE SERVICE TO THE SWARAJ TRACTOR

Frequenc Percent Valid Cumulative

y Percent Percent
Yes 53 53.0 53.0 53.0
Valid No 47 47.0 47.0 100.0
Total 100 100.0 100.0
INTERPRETATION
The above table it is clear that the 53.0% of the respondent are happy with the
service to the swaraj tractor,47.0% of the respondent are better to the service with the swaraj
tractor.

CHART 4.16
HAPPY WITH THE SERVICE TO THE SWARAJ TRACTOR

TABLE 4.17
EXPERIENCE OF THE RESPONDENT
EXPERIENCE
Frequenc Percent Valid Cumulative
y Percent Percent
Valid below5years 18 18.0 18.0 18.0
 5-10years 36 36.0 36.0 54.0
10-15years 26 26.0 26.0 80.0
above20year 20 20.0 20.0 100.0
s
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 18% of the respondent are working in the
swaraj tractor from below 5 years, 36% of the respondent are working in this swaraj tractor
from 5-10 years, 26% of the respondent are working in this swaraj tractor from 10-15
years,20% the respondent are working in this swaraj tractor from above 20 years.

CHART 4.17

EXPERIENCE OF THE RESPONDENT

TABLE 4.18
SUGGESTION THE SERVICE OF RESPONDENT
SUGGESTIONOFSWARAJTRACTOR
Frequen Percent Valid Cumulative
cy Percent Percent
Excellent 15 15.0 15.0 15.0
Good 21 21.0 21.0 36.0
average 29 29.0 29.0 65.0
Valid
Bad 19 19.0 19.0 84.0
very bad 16 16.0 16.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 15.0% of the respondent are suggestion the
service is excellent, 21.0% of the are suggestion the service is good,29.0% of the respondent
are suggestion the service is average,19.0% of the respondent are suggestion the service is
bad,16.0% of the respondent are suggestion the service is very bad.

CHART 4.18
SUGGESTION THE SERVICE OF RESPONDENT
TABLE 4.19
PLANNING TO THE ANOTHER TRACTOR

Frequenc Percent Valid Cumulative

y Percent Percent
Yes 47 47.0 47.0 47.0
Valid No 53 53.0 53.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 47.0% of the respondent are planning to the
another tractor,53.0% of the respondent are not changing the tractor.

CHART 4.19
PLANNING TO THE ANOTHER TRACTOR
TABLE 4.20
RATE THE TRACTOR OF RESPONDENT
Freque Percent Valid Cumulative
ncy Percent Percent
excellent 14 14.0 14.0 14.0
good 27 27.0 27.0 41.0
average 26 26.0 26.0 67.0
Valid
Bad 17 17.0 17.0 84.0
very bad 16 16.0 16.0 100.0
Total 100 100.0 100.0
INTERPRETATION
The above table it is clear that the 14.0% of the respondent are says that the tractor
rate is the excellent,27.0% of the respondent are says that the tractor rate is good,26.0% of the
respondent are says that the tractor rate is the average,17.0% of the respondent are says that
the tractor rate is bad,16.0% of the respondent are says that the tractor rate is very bad.

CHART 4.20
RATE THE TRACTOR OF RESPONDENT
TABLE 4.21
OVERALL OPINION OF RESPONDENT
OVERALLOPINIONSWARAJTRACTOR
Freque Percent Valid Cumulative
ncy Percent Percent
excellent 17 17.0 17.0 17.0
Good 18 18.0 18.0 35.0
average 28 28.0 28.0 63.0
Valid
Bad 18 18.0 18.0 81.0
very bad 19 19.0 19.0 100.0
Total 100 100.0 100.0
INTERPRETATION
The above table it is clear that the 17.0% of the respondent are says to the
overall opinion to the tractor is excellent, 18.0% of the respondent are says to the overall
opinion to the tractor is good 28.0% of the respondent are says to the overall opinion to the
tractor is average,18.0% of the respondent are says to the overall opinion to the tractor is
bad,19.0% of the respondent are says to the overall opinion to the tractor is very bad.

CHART 4.21
OVERALL OPINION OF RESPONDENT
TABLE 4.22
MODE OF SALE IN CASE OF THE RESPONDENT
MODEOFSALE
Frequenc Percent Valid Cumulative
y Percent Percent
Case 49 49.0 49.0 49.0
Valid Credit 51 51.0 51.0 100.0
Total 100 100.0 100.0

INTERPRETATION
The above table it is clear that the 49.0% of the respondent are mode of
sale in case, 51.0% of the respondent are mode of sale in credit.

CHART 4.22
MODE OF SALE IN CASE OF THE RESPONDENT
CHI-SQUARE TEST

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
AGE * 100 100.0% 0 0.0% 100 100.0%
KNOWABOUTSWAR
AJ

AGE * KNOWABOUTSWARAJ
Crosstabulation
Count
 KNOWABOUTSW Total
ARAJ
yes no
BELOW2 9 5 14
0
20-30 14 17 31
AGE
30-40 17 15 32
ABOVE4 16 7 23
0
Total 56 44 100

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 3.693a 3 .297
Likelihood Ratio 3.749 3 .290
Linear-by-Linear .717 1 .397
Association
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The
minimum expected count is 6.16.

Symmetric Measures
Value Approx.
Sig.
Nominal by Contingency .189 .297
Nominal Coefficient
N of Valid Cases 100

CORRELATION METHOD

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
PRICINGPOLICY * 100 100.0% 0 0.0% 100 100.0%
SUGGESTIONOFSW
ARAJTRACTOR
 PRICINGPOLICY * SUGGESTIONOFSWARAJTRACTOR Crosstabulation
Count
SUGGESTIONOFSWARAJTRACTOR Total
Excellen good average bad verybad
t
Excellen 5 1 7 5 0 18
t
PRICINGPOLI good 1 6 4 1 2 14
CY average 3 2 9 7 3 24
bad 2 5 7 5 4 23
verybad 4 7 2 1 7 21
Total 15 21 29 19 16 100

Symmetric Measures
Value Asymp. Std. Approx. Approx.
Errora Tb Sig.
Nominal by Contingency .471 .028
Nominal Coefficient
Interval by .107 .103 1.070 .287c
Pearson's R
Interval
Spearman .081 .107 .802 .425c
Ordinal by Ordinal
Correlation
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

ONE WAY ANOVA

ANOVA
EXPERIENCE
Sum of df Mean F Sig.
Squares Square
Between 6.399 4 1.600 1.607 .179
Groups
Within Groups 94.561 95 .995
Total 100.960 99
 Multiple Comparisons
Dependent Variable: EXPERIENCE
Tukey HSD
(I) (J) Mean Std. Sig. 95% Confidence Interval
OCCUPATION OCCUPATION Difference (I- Error Lower Upper
J) Bound Bound
employed .26410 .32348 .925 -.6355 1.1637
selfemployed .24762 .33728 .948 -.6903 1.1855
student
business -.37971 .33111 .781 -1.3005 .5411
agriculture .13333 .36430 .996 -.8797 1.1464
student -.26410 .32348 .925 -1.1637 .6355
selfemployed -.01648 .29272 1.000 -.8305 .7975
employed
business -.64381 .28559 .169 -1.4380 .1504
agriculture -.13077 .32348 .994 -1.0303 .7688
student -.24762 .33728 .948 -1.1855 .6903
employed .01648 .29272 1.000 -.7975 .8305
selfemployed
business -.62733 .30112 .236 -1.4647 .2101
agriculture -.11429 .33728 .997 -1.0522 .8236
student .37971 .33111 .781 -.5411 1.3005
employed .64381 .28559 .169 -.1504 1.4380
business
selfemployed .62733 .30112 .236 -.2101 1.4647
agriculture .51304 .33111 .533 -.4077 1.4338
student -.13333 .36430 .996 -1.1464 .8797
employed .13077 .32348 .994 -.7688 1.0303
agriculture
selfemployed .11429 .33728 .997 -.8236 1.0522
business -.51304 .33111 .533 -1.4338 .4077

EXPERIENCE
a,b
Tukey HSD
OCCUPATI N Subset for
ON alpha = 0.05
1
employed 26 2.2692
selfemployed 21 2.2857
agriculture 15 2.4000
student 15 2.5333
business 23 2.9130
Sig. .279
Means for groups in homogeneous
subsets are displayed.
a. Uses Harmonic Mean Sample Size =
19.019.
b. The group sizes are unequal. The
harmonic mean of the group sizes is
used. Type I error levels are not
guaranteed.

CHAPTER V

FINDING, SUGGESTION, AND CONCLUSION

FINDINGS:

 Majority of14% of the respondent are aged between below 25 years, 14% of the
respondent are aged between 20-30 years.
 Majority of 46% of the respondent are male and 54% of the respondent is female.
 Majority of 49% of the respondent are married.
 Majority of 15% of the respondent are student,26% of the respondent are employee.
 Majority of 20% of the respondent are qualified in sslc, 32% of the respondent are
qualified in hsc..
 Majority of 13% of the respondent are monthly income is below 10000,18% of the
respondent are monthly income is 10000-20000,32% of the respondent are monthly
income is 20000-30000.
 Majority of 31.0 % of the respondent are says that 0-5km/liter milage of the tractor
running, 42.0% of the respondent are says that 5-10km/liter milage of the tractor
running.
 Majority of 16.0% of the respondent that the source of purchase swaraj tractor from
showroom, 36.0% of the respondent that the source of purchase swaraj tractor from
friends.
 Majority of 8.0% of the respondent are used to the swaraj tractor model is SWARAJ-
735FE,30.0% of the respondent are used to the swaraj tractor model is SWARAJ-
835FE.
 Majority of 18.0% of the respondent are says that excellent with the pricing
policy,14.0% of the respondent are says that pricing policy is good,24.0% of the
respondent are average with the pricing policy.
 Majority of 56% of the respondent are know that the swaraj tractor.
 Majority of 55.0% of the respondent are purchasing to the tractor.
 Majority of 24.0% of the respondent are associated with the swaraj tractor is 0-6
months,35.0% of the respondent are associated with the swaraj tractor is 6-12 months.
 Majority of 16.0% of the respondent are used to the swaraj tractor,20.0% of the
respondent are used to the eicher brand tractor.
 Majority of 50.0% of the respondent are competitive brand of the swaraj tractor.
 Majority of 53.0% of the respondent are happy with the service to the swaraj tractor.
 Majority of 18% of the respondent are working in the swaraj tractor from below 5
years, 36% of the respondent are working in this swaraj tractor from 5-10 years.
 Majority of 15.0% of the respondent are suggestion the service is excellent,21.0% of
the are suggestion the service is good,29.0% of the respondent are suggestion the
service is average.
 Majority of 47.0% of the respondent are planning to the another tractor,53.0% of the
respondent are not changing the tractor.

 Majority of 14.0% of the respondent are says that the tractor rate is the
excellent,27.0% of the respondent are says that the tractor rate is good,26.0% of the
respondent are says that the tractor rate is the average.
 Majority of 17.0% of the respondent are says to the overall opinion to the tractor is
excellent,18.0% of the respondent are says to the overall opinion to the tractor is
good 28.0% of the respondent are says to the overall opinion to the tractor is average.
 Majority of 49.0% of the respondent are mode of sale in case,51.0% of the respondent
are mode of sale in credit.
SUGGESTIONS

The following suggestions could be made for the better performance of Big Bazaar,

 Review of everyday discounts/offers at signage whether they are updated properly or

not.
 The company should be displayed properly on the floor and near the entrance gate.
 More security gadgets and checks should be there to control thefts and employees
working.
 Availability of products in each size should be at the floor.
 At least 6 to 8 cash counter should remain open everyday to avoid crowd at cash
counter.
 Increase the number of supporting staff (team members) on the floor of Food Bazaar
to pay proper attention to the customers.
 Increase the brand and products range in the company to increase the sale.
 Interaction should be there between employees and customers.
 Sitting arrangement and drinking water facilities on the floor for customers should be
maintained regularly.
 The arrangement of merchandise should be proper on the floor.

CONCLUSION:
The analysis began with a simple question of why consumer behavior and an
understanding of such processes is useful from the perspective of the marketer. There were a
variety of findings uncovered over the course of this research, the majority of which establish
some form of affectation according to psychological influences and messaging stimuli.
Inherently linked to brand loyalty and the consumer commitment to the product or brand over
time, the means of reducing switching behaviors within extremely saturated marketplaces are
directly afforded by marketing communication. The effectiveness of such communication,
however, can have the desired (or opposite) result on sustaining consumer loyalty over an
extended period of time. While more traditional marketing models focused on product
features and competitive positioning of particular brands or products, modern marketing
emphasizes the relationship between consumer behavior and value. By enhancing a product's
value, consumers are encouraged to engage in the buying process and are more likely to
maintain personal investment in a product over an extended period of time. The researcher
has given some policy recommendations for the benefits of the tractor industry. If
the above says recommendation is being considered the company may able to
maintain the market is scheme as can company top position in particular in the
region.

REFERENCE

BIBLIOGRAPHY

 Books- Marketing Management, Philip Kotler

 Refrences- Vishal Kumar Laheri, Research Scholar FMS, University of Delhi,
Delhi,India.
 Anupam, Research Scholar, FMS, University of Delhi, Delhi, India.

WEBSITES-
1. www.wikimedia.com
2. www.retailindia.com
3. www.google.co.in

ANNEXURE
A STUDY ON CUSTOMER SATISFACTION IN SWARAJ TRACTOR AT
CHENNAI

QUESTIONARIES

1. Name:

2. Age of the respondent

a) Below 20 b) 20-30 c) 30-40 d) Above 40

3. Gender of the respondent

a) Male b) female

4. Marital status of the respondent

a) Married b) unmarried

5. Occupation of the respondent

 a) Student b) employed c) self employed d) business e) agriculture

6. Educational qualification

a) SSLC b) HSC c) Diploma d) Graduate d) post graduate

7. Monthly income

a) Below 10000 b) 10000-20000 c) 20000-30000d) 30000-40000 e) above 40000

8. Experience

a) below 5 years b) 5-10 year c) 10-15 years d) above 20 years

9. Mileage of Respondents

a) 0-5km/liter b) 5-10 km/liter c)Above-10km/liter

10. Mode of sales

a) Cash b) credit

11. Source of purchase swaraj tractor

a) show room b) friends c) relatives d) others

12. Models of swaraj tractors

a) SWARAJ-735FE
b) SWARAJ-835FE
c) SWARAJ 843 XM TRACTOR
d) SWARAJ 843 XM TRACTOR
e) SWARAJ 744 FE TRACTOR

13. The Pricing Policy

a) Excellent b) Good c)Average d) Bad e)Very Bad

14.Do you know about swaraj tractors?

a) Yes b) No

15.Do you have any tractor?

 a) Yes b) No

16.For how many years you are associated with swaraj tractors?

a) 0 – 6 months b) 6 – 12 monthc) 1 – 2 years d) Above 2 years

17.Which brand of tractor you prefer

a)swarajb) Eicher c) HMT d) Sonalika e) Others

18.Do you know the competitive brand of swaraj tractor?

a) Yes b) No

19.Are you happy with the service of swaraj tractors?

a) Yes b) No

20.. What are your suggestions for swaraj tractors to improve the services?

a) Excellent b) Good c)Average d) Bad e)Very Bad

21.Are you planning to buy any new tractor?

a) Yes b) No

22. How would you rate the swaraj tractor to its customers?

a) Excellent b) Good c)Average d) Bad e)Very Bad

23.. What are you’re over all opinion about swaraj tractors?

a) Excellent b) Good c)Average d) Bad e)Very Bad