WINTER TRAINING

PROJECT REPORT ON

Submitted By:
Harmeet Singh Sran
Student
Skyline Business School
Sec.44 Gurgaon (Haryana)
 DECLARATION
I Harmeet Singh student of MBA (3rd SEM), Skyline Business
School Gurgaon (Delhi), do hereby declare that this project
report entitled, “consumer behavior towards Sonalika” is my
own work, to the best of my knowledge and belief. It contains no
material previously published or written by another person nor
material which to a substantial extent has been accepted for the
award of any other degree or diploma of any other institute,
except where due acknowledge has been made in the text.
I further certify that I have no objection and grant the rights to
SKYLINE BUSINESS SCHOOL to publish any chapter of the
project if they deem fit in journals/Magazines and newspapers
etc. without my permission.

Harmeet Singh Sran

Roll No.SMU11MBA-1754

ACKNOWLEDGEMENT
On the successful completion of the project, first and foremost I
thank God, the Almighty without whose blessings the project
would not have been a success.
I take this opportunity to express my sincere gratitude towards
Mr. Raj Kumar Sandhu, DGM (marketing) at Sonalika Agro
Industries for giving me the opportunity to complete my training
at Sonalika.
I thank Mr. Gurpreet Singh under whose guidance I completed
this project. I would also like to thank all the others in the HR
and Marketing Dept. at Sonalika Agro Industries for being
extremely co-operative and guiding me throughout my project.
I would also like to express my thanks to Mr. V. Subramaniam
Director, Skyline Business School for giving me an opportunity
to gain practical knowledge about corporate working through this
project.
Not forgetting the guidance given by Ms. Priti Patwal regarding
corporate working which helped me during my training period at
Sonalika for which I thank her.
Lastly special thanks to my family members for being extremely
supportive during my training period.
Harmeet Singh Sran

PREFACE
The well planned, properly executed and evaluated project helps
both the management trainee (student) as well as industry. The
management trainee gets first hand line industry experience of
the current corporate scenario, market condition and business
environment which are not available in the textbooks. With the
help of above tools they develop themselves, as the perfect
business personality of future business would have excellence in
all trade.
On the other hand with the help of young blood and fresh brain
full of innovative thoughts ideas, industry came to know about
current market strength and weakness, competitor strategies,
problem of customer and service etc.

In this project my area of concern is to study:-

✔ Consumer Behavior

Table of contents:
S.NO. CHAPTER TOPIC PAGE NO.
1 Declaration 2
2 Certificate 3
3 Acknowledgement 3
4 Preface
6 1 Introduction 7

7 Tractor industry in India 21

8 Future of tractor industry 23

9 Limitations of the study 24

10 2 Company profile 26

11 About the sonalika group 30

12 Introduction 35
13 Products 39
14 Investor relations 45
15 Global presence 48
16 3 Project profile
17 Consumer behavior

18 Model of buying behavior

19 Consumer decision making process

20 4 Research Methodology 49

21 Sample design 49
22 Sample size 49
23 Data collection 50
24 Consumer survey form 50
25 Data analysis and presentation 51
26 Facts and findings
27 SWAT analysis
28 Conclusion and suggestions 60
29 5 Bibliography 63

ON THE JOB TRAINING

I did my winter internship project in sonalika agro industries corporation with marketing
department. The marketing department of sonalika consists of employees. I worked there for six
weeks. In those six weeks I learned lot from the company. The employees of the marketing
Department were very friendly and very knowledgeable. They helped me lot during those six
week. Whatever I need they provided me. The DGM of marketing department namely Mr. R.K
sandhu is very friendly natured person. He treated the employees very friendly. He helped me lot
during the training in the organization.

In first 2week I understand the company , company products , how they work in india or world
wide ,

Company has huge distribution network in India or some other countries , I know lot of things in
marketing filed of sonalika

3rd or 4th week the DGM Mr. raj kumar sandhu & marketing manager Gurpreet singh given me a
project on consumer behavior about the sonalika products , basically my work was there to
collecting the primary or secondary data on this project ,
 LIMITATIONS

1. The time period for carrying out the research was short as a result of which many
facts have been left unexplored.
2. The area for study which is quite a large area to judge out the consumer preferences
for the various Machine Tools Companies.
3. The market is not well flourished and because of which many good brands are no
available.
4. Consumers were not aware about various brands available.
5. Only 100 respondents have been chosen which is a small number to represent the
whole of the population.
6. While collection of the data many consumers were unwilling to fill the questionnaire.
7. Many of the respondents did not fill the questionnaire completely because of which
thesample size got reduced to 100.
8. Research gets bound as we have to give liter tests along with study.
9. Method of sampling is chosen which seems not to be appropriate.
10. No stipend provided by the company for this research work. so it was difficult for me to
bear the expenses, in order to deliver my 100%.
11. As machines being an industrial product I didn’t find many respondents who would
answer to me due to their busy schedule.