1002 chapter 1_2_3
TRANSCRIPT
-
7/28/2019 1002 CHAPTER 1_2_3
1/18
1
CHAPTER 1
INTRODUCTION
1.1 ABOUT THE INDUSTRY
The Indian textile industry is one of the largest in the world with a massive raw material
and textiles manufacturing base. Our economy is largely dependent on the textile manufacturing
and trade in addition to other major industries. About 27% of the foreign exchange earnings are on
account of export of textiles and clothing alone. The textiles and clothing sector contributes about
14% to the industrial production and 3% to the gross domestic product of the country. Around 8% of
the total excise revenue collection is contributed by the textile industry. So much so, the textile
industry accounts for as large as 21% of the total employment generated in the economy. Around 35
million people are directly employed in the textile manufacturing activities. Indirect employment
including the manpower engaged in agricultural based raw-material production like cotton and
related trade and handling could be stated to be around another 60 million.
A textile is the largest single industry in India (and amongst the biggest in the world),
accounting for about 20% of the total industrial production. It provides direct employment to around
20 million people. Textile and clothing exports account for one-third of the total value of exports
from the country. There are 1,227 textile mills with a spinning capacity of about 29 million spindles.
While yarn is mostly produced in the mills, fabrics are produced in the power loom and handloom
sectors as well. The Indian textile industry continues to be predominantly based on cotton, with
about 65% of raw materials consumed being cotton. The yearly output of cotton cloth was about
12.8 billion m (about 42 billion ft). The manufacture of jute products (1.1 million metric tons) ranks
next in importance to cotton weaving. Textile is one of Indias oldest industries and has a formidable
presence in the national economy inasmuch as it contributes to about 14 per cent of manufacturing
value-addition, accounts for around one-third of our gross export earnings and provides gainful
employment to millions of people. They include cotton and household sectors spread across the
entire country.
-
7/28/2019 1002 CHAPTER 1_2_3
2/18
2
1.1.2 ROLE OF INDIAN TEXTILE INDUSTRY IN THE ECONOMY
Textile industry plays a significant role in the economy. The Indian textile industry
is one of the largest and most important sectors in the economy in terms of output, foreign
exchange earnings and employment in India. It contributes 20 per cent of industrial
production, 9 per cent of excise collections, 18 per cent of employment in industrial sector,
nearly 20 per cent to the countrys total export earnings and 4 per cent ton the GDP. The
sector employs nearly 35 million people and is the second highest employer in the country.
The textile sector also has a direct link with the rural economy and performance of major
fiber crops and crafts such as cotton, wool, silk, handicrafts and handlooms, which employ
millions of farmers and crafts persons in rural and semi-urban areas. It has been estimated
that one out of every six households in the country depends directly or indirectly on this
sector.
India has several advantages in the textile sector, including abundant availability of
raw material and labor. It is the second largest player in the world cotton trade. It has the
largest cotton acreage, of about nine million hectares and is the third largest producer of
cotton fiber in the world. It ranks fourth in terms of staple fiber production and fourth in
polyester yarn production. The textile industry is also labor intensive, thus India has anadvantage.
-
7/28/2019 1002 CHAPTER 1_2_3
3/18
3
1.2 ABOUT THE ORGANIZATION
1.2.1 HISTORY OF AMANATH GARMENTS
Amanath garments limited were founded in 1958. Then called as Haider mill. In 1961 the
name was changed from Haider mill to Amanath garments (AG) limited and during the year the mill
was equipped with spinning capacity of 44256 spindles and processing with 1000 looms. After this
incorporation, best and company private limited managed the mill as managing agents.
In 1973, the management changed hands and the late Haji.Akbar khan a senior industrialist
in the textile field, took over the reins of the mill and the mill made very considerable improvement,
in as 75 % of its product were exported. In 1974, the mill expanded and a new mill was
commissioned with 687 automatic looms. In 1985 a spinning unit canvas mill with 13500 spindles
was starts at Rakkiya palayam. In 1991 Jatia & Somani group from Bombay took over the mill. Due to
mismanagement and lab our problems, the mills financial position declined considerably and it was
closed down on 4th
July 1995. The manager then fled to Bombay and for 6 months the employees
didnt get their wages. After two and a half years the mill was taken over by Haji.mohammed karim
basha under 2988 textile act.
The cleaning of the mills machinerys was taken up from 8.12.1997 and the canvas mill (now
calledcount) was restarted from 27.3.1998and a andb units (old and new mill) were started on
10.7.1999. After the take over the mil by the government, new machinerys were commissioned
shuttle less looms with a width 230 were imported from USSR and installed in c unit. In the
processing department also, new machineries were added for and increased capacity. The spinning
and weaving department were expanded too.
The mill under Amanath garments launched many valuable welfare schemes. The mill at
present has a tailoring unit at the industrial estate were employees childrens are given training. The
mill has 3 shifts, all seven days a week and has 570 workers, 62 staff members which include clerks,
supervisors and officers.
-
7/28/2019 1002 CHAPTER 1_2_3
4/18
4
1.2.2 PRODUCT PROFILE IN AFT
1.2.2.1 Industrial fabrics
1. Foam coated curtain lining.2. PVC (Polyvinyl chloride) coated fabrics.3. Recreational and camping equipment.4. Abrasives.5. Belting.6. Shoe uppers.
1.2.2.2 Institutional fabrics suitable for
1. Entire range of hospital line.2. Hotel and restaurant linen.3. Uniforms fabrics schools, institutions, factories, defense and Para-military organizations.4. Fire-resistant fabrics.5. Stain-resistant fabrics.
1.2.2.3 Consumer product which consist of
1. Household linen of all types.2.
Dress material satin, twills, poplin, chambray, oxford, cambric
3. Furnishings & draperies.4. Specialized fabrics and fashion garments.5. Ready-mades.
-
7/28/2019 1002 CHAPTER 1_2_3
5/18
5
1.2.4 BRIEF ACCOUNT OF OTHER DEPARTMENTS
The various departments in AFT are viz.
1.3.4.1 Production department
Spinning department blow room, carding and spinning.
Weaving preparatory department winding, warping and sizing.
Weaving department loom shed.
Processing department bleaching, printing and dyeing.
Warehouse department examining, packing and bailing.
1.2.4.2 Service departments
Marketing department
Finance and accounts department
Purchase and stores
Quality assurance
Personnel department
1.2.5 QUALITY COMMITMENT
Amanath garments are dedicated to a system of quality management, which will
ensure that its products and services meet the requirements of its customers at all times. At
each and every stage of production process control is done to ensure quality
-
7/28/2019 1002 CHAPTER 1_2_3
6/18
6
1.2.6 QUALITY POLICY
Do it right and keep it right
The watchwords are:-
A world full of satisfied customers
Where quality is by design and excellence and obsession
Where quality is the word, an Amanath garments is the pass word.
-
7/28/2019 1002 CHAPTER 1_2_3
7/18
7
1.3 NEED FOR THE STUDY
AG is one of the developing textile industries in India. It occupies a predominant role in
textile industry.
AG have a strong role in domestic sales. But still the company wants a change in the
domestic sales department. According to the current trend of the market. For that the study helps to
accomplish the present market situation, and also to know and increase the level of customer
satisfaction.
The study also helps to show the company where they are standing in the market, and also
suggest ideas to improve their domestic sales by providing the products according to the customers
needs and wants.
-
7/28/2019 1002 CHAPTER 1_2_3
8/18
8
1.4OBJECTIVES OF THE STUDY
To find out the customer satisfaction in AG domestic sales of products.
To find out the domestic sales of products awareness among society.
To find out the reason for fluctuation in the demand.
To know the needs and wants of the customers.
Suggestions for improving domestic sales of products in AG.
-
7/28/2019 1002 CHAPTER 1_2_3
9/18
9
1.5 SCOPE OF THE STUDY
Due to shortage of time I did not meet more number of customers.
Analysis made is only based on the number of respondents.
Some of the people are not willing to filling the questionnaire.
Population size is infinite, but I was collected data only from 100 customers.
-
7/28/2019 1002 CHAPTER 1_2_3
10/18
10
1.6 LIMITATION OF THE STUDY
Chance for personal bias in responding to the researcher Researcher got limited period of time for the study Using percentage analyzing only fair idea of the population can be identified. Study is based upon the prevailing respondent behavior.
-
7/28/2019 1002 CHAPTER 1_2_3
11/18
11
CHAPTER 2
REVIEW OF LITERATURES
2.1 INTRODUCTION TO CUSTOMER SATISFACTION
Customer satisfaction, a business term, is a measure of how products and services supplied
by a company meet or surpass customer expectation. It is seen as a key performance indicator
within business and is part of the four perspectives of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
2.1.1 MEASURING CUSTOMER SATISFACTION
Organizations are increasingly interested in retaining existing customers while targeting non-
customers; measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction
can also vary depending on other options the customer may have and other products against which
the customer can compare the organization's products.
Since satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry, Brodeur between 1990 and 1998[3] defined ten 'Quality Values'
which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten
domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness,
Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviors,Commitment to the Customer and Innovation. These factors are emphasized for continuous
-
7/28/2019 1002 CHAPTER 1_2_3
12/18
12
improvement and organizational change measurement and are most often utilized to develop the
architecture for satisfaction measurement as an integrated model. Work done by Parasuraman,
Zeithaml and Berry between 1985 and 1988 provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer's expectation of performance and
their perceived experience of performance. This provides the measurer with a satisfaction "gap"
which is objective and quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml
and Berry as two different measures (perception and expectation of performance) into a single
measurement of performance according to expectation. According to Garbrand, customer
satisfaction equals perception of performance divided by expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Liker Technique or scale. The customer is asked to evaluate each statement and in
term of their perception and expectation of the performance of the organization being
measured.
2.2 CUSTOME SATISFACTION IS KEY BY MARTIN STOLEMAN
As a consultant for people who are considering starting their own small business, I naturally
have many things to share with people. Clients come to me with a host of questions about the
process of starting a business and about the details of what to focus on above everything else. Once
we have talked through the logistics and the finances that are necessary in starting a business, I
quickly move into talking about the keys to running a successful business. The first key that I always
talk about is customer satisfaction.
Before I share with clients that customer satisfaction is my number one key to success, I
make them list in order of priority what they feel are the top ten keys to success in their future
business. This is important because it gets them thinking about their goals and about actually having
to perform for their business to be a success. Most of the time my clients rank customer satisfaction
somewhere in their list, but it is very rare that it makes the number one spot. They are shocked
when I reveal my list and they see customer satisfaction all the way on the top.
I feel strongly about customer satisfaction for many reasons. I guess the biggest reason is
that the whole purpose of a business is to invite customers and to meet a need that they have. If
business owners and potential business owners lose sight of the fact that they are in business for the
-
7/28/2019 1002 CHAPTER 1_2_3
13/18
13
customer and not for the money, then they will never have a successful business. I find that
businesses are prosperous and long-lasting to the degree that they truly do make customer
satisfaction the center of all they do.
Customer satisfaction means a variety of things for the business owner, but the main thing it
means is that the needs of the customer are the bottom line and the driving force behind all
decisions that are made for the business. It means that gaining and keeping customers is important
enough to a business that they are willing to make changes if necessary based on what customers
want.
Customer satisfaction is the missing key in many struggling businesses. Give customers what
they want in a way they want and in a friendly matter and many more of our companies would be
doing better. Customer satisfaction is hard to achieve, yet with intention and care it can be
rewarding for everyone involved.
2.3 CONDUCTING AN EFFECTIVE CUSTOMER SATISFACTION
PROGRAM BY JOHN SLOVAK
Most customer interaction studies have a couple of core issues that we'd like to measure.
Among the top are: satisfaction, importance, and loyalty.
Satisfaction is how satisfied are your customers with respects to the various services and
attributes of your engagement with theirs:
A. over-all product/service satisfaction
B. pre-sales support
C. ongoing support and customer service
D. cancellation reasons and drop-outs
Importance covers what is really important to your customers and what are not. For
example: if most of your customers think on-site support is not very important, having a high
satisfaction score on that will not significantly affect the bottom-line.
-
7/28/2019 1002 CHAPTER 1_2_3
14/18
14
Loyalty is what do your customers think about you really and how they perceive your
services. With the high cost involved in the acquisition of new customers (about 10x) this usually
plays a critical role in the development of your business and services that you provide. For most
businesses, customer retention directly affects the profitability.
Businesses today realize that one of the keys to success in the competitive marketplace is
effective customer management. Companies see customer relationship as a strategic advantage and
have invested a lot of effort in making sure that Customer Relationship Management (CRM) is high
on the priority list. However, few companies have invested effort in terms of having a continuous
measurement strategy that can signal potential dips in real-time.
2.4 CONDUCTING CUSTOMER SATISFACTION RESEARCH BY LEIGH
A. ZAYKOSKI
Understanding the needs of your customers is an important tool for identifying a starting
point for future improvement. Before spending a great deal of valuable time, money, and resources
on service improvement programs, you must understand how your customers rate your current
service and how you can improve this service in the future. Conducting customer satisfaction
research allows customers to communicate their current satisfaction levels, establishes effective
metrics with which to track future progress, and lays a foundation for constructive discussions about
the strong and weak points of your service plan.
When choosing a survey method, you must assess the resources available for surveying, the
type of information you are looking to obtain, and the type of customer you would like to survey. Arandom customer survey measures overall customer satisfaction and can outline any general service
problems. When conducting a random customer survey, you will select a percentage of your
customers and contact them by telephone, e-mail, or in person. After contacting these customers,
they are asked to rate the level of service provided by your company. When conducting a random
customer survey, it is important to remember that the usual response rate ranges from forty to sixty
percent. You will need to remember this when choosing how many customers to contact initially.
Conducting a random survey is a good choice if you have never done customer satisfaction research
before.
-
7/28/2019 1002 CHAPTER 1_2_3
15/18
15
Conducting a company-wide attitude survey will allow you to evaluate how satisfied staff
members are with their jobs, how well the lines of communication within your company are
functioning, and whether or not your employees feel a sense of camaraderie on the job. Conducting
a lost account survey involves surveying customers who have closed their accounts with your
company. The interviews are conducted either by telephone or in person and let the former
customers know that you are attempting to fix your service problems. A target account survey
involves surveying a specific group of customers rather than a random sample. This type of survey is
particularly useful for improving service to a specific segment of your customer base. Finally, a
customer exit survey involves conducting interviews as customers exit a business establishment. This
is a useful tool because it catches the customer immediately following their service experience. This
provides more accurate and immediate feedback on the service experiences of your customers.
The data collected from the survey can be a critical tool in determining service areas that can
be improved. It is important to analyze this data from two angles. First, what aspects of your service
plan are failing your customers? Second, how well are the service experience and sales messages
you put forth making it into customer consciousness? By carefully analyzing the data and forming a
solid action plan, you can not only eliminate ineffective aspects of your service, but help ensure your
service drives your sales message home.
-
7/28/2019 1002 CHAPTER 1_2_3
16/18
16
CHAPTER 3
RESEARCH METHODOLOGY
Research methodology is way to systematically solve the research problem. It is
a plan of action for a research project and explains in detail how data are collected and
analyzed. Research Methodology may be understood as a science of studying how research
is done scientifically. It can cover a wide range of studies from simple description and
investigation to the construction of sophisticated experiment.
A clear objective provides the basis of design of the project. Since the mainobjective of this study is to identify the customers preference, expectation and perception. It was
decided to use descriptive research design include, surveys and fact-findings enquires of different
kinds, which found out to be the most suitable design in order to carry out the project.
3.1 MEANING OF RESEARCH
Research is an art of scientific investigation. The advanced learners dictionaries of current
English lay down the meaning of research as, a careful investigation (or) inquiry especially
through search for new facts in any branch of knowledge. Redmen and Mary research as a
systematic effort to gain knowledge.
3.2 RESEARCH DESIGN
A Research design is plan that specifies the objectives of the study, method to be
adopted in the collection of the data, tools in analysis of data and helpful to frame hypothesis.
A research design is the arrangement of condition for collection and analysis of data in a
manner that aims to combine relevance to research purpose with economy in procedure.
Research design is needed because it facilitates the smooth sailing of the various
project operations, thereby making the project as efficient as possible yielding maximal
information with minimal expenditure of effort time and money. Also it minimizes bias and
maximizes the reliability of the data collected.
-
7/28/2019 1002 CHAPTER 1_2_3
17/18
17
3.3 DATA COLLECTION
The data collection pertaining to the study involves on the basis of primary data and
secondary data.
3.3.1 Primary data
The primary data have been collected form costumers by personal interview by selecting
consumers belonging to business, professional, private and government employee.
3.3.2 Secondary dataThe secondary data is undertaken only among the domestic sales department with in the
organization.
3.4 SAMPLING PLAN
Sampling plan is to be decided about the sampling unit, sampling method, sampling size.
3.4.1 Sampling unit
The survey is conducted from the customers.
3.4.2 Sampling method.
In this study the samples were drawn using random sample method.
3.4.3 Sampling size
Sample studies were selected from the sampling unit. The estimated total sample size is 100
in Tirupur
-
7/28/2019 1002 CHAPTER 1_2_3
18/18
18
3.5 AREA OF THE STUDY
Primary data were collected from Pondicherry at AFT textiles and branch of another shop.
3.6 STATISTICAL TOOLS
The following statistical techniques have been for the study
1. Percentage Analysis.2. Chi-square Test
3.6.1 Percentage Method
The percentage method was extensively used for findings various details. It is used for
making comparison between two or more series of data. It can be generally calculated.
Percentage of customers is given by = (Number of customers / total customers) * 100
3.6.2 Chi-square test
The chi-square test has been used to find the relationship between variables, as it is
applicable for cross-tabulated data
This test has been used to determine whether or not there is any association statistically,
between the variables in data collected.
The chi-square contingency table has been used, as it is appropriate for the hypothesis of
independence between two nominally scaled variables.
Chi square (2) = (Oij-Eij)
2/ Eij
Where Oij= Observed frequency of the cell in ith roe andjth column
Eij= Expected frequency of the cell in ith row andjth column