INTRODUCTION

Marketing is a social and managerial process by which individuals

andgroup obtain what they need and want through creating and exchangingproducts

and value with others without marketing the products produced worldhave no use

and it would be considered to be important function in any business.

Customers estimate which offer will deliver the most value.Customers

are value maximize within the bounds of search costs and

limitedknowledge,mobility and income. They form as expectation and value and act

onit. Whether or not the offer lives up to the value exception affects

bothsatisfaction and repurchase probability.

Satisfaction is a person’s feelings of pleasure or disappointmentresulting

from comparing a product perceivedperformance (or outcome) inrelation to his or

her expectations.

Satisfaction is a function of perceived performance andexception.If the

performance falls short of exception, the customer isdissatisfaction.If the

performance matches the exception,the customer ishighly satisfied or delighted.

Many companies are aiming for high satisfaction becausecustomer who

are just satisfied. Still find it easy switch when a better offercomes along. Those

who are highly satisfied are much less ready to switch.According to the above

stated definition the products and consumer value couldbe created and exchanged.

A products is anything that can be offered to a market tosatisfy a need

or want “a products anything that can be offered to a market forattentionacquisition

uses or consumption that satisfy a want or need. Itincludes physical objects

services,persons,places,organization and ideas”customer value is difference

between values the customer gain from owing or using a product and cost of

obtainingthe products.

Today marketing must be understood not is the old sense of makinga

scale. “Telling and selling”but in the new sense of satisfying customer needs.

Customers took for various aspects to be present in any productsthat

they are willing to pay for. Hence it becomes necessary for the organizations.In the

present day world many come forward to give the customers what they need,they

enhances competition into the market.

PURPOSE

“Customer satisfaction provides a leading indicator of consumer

purchase intentions and loyalty.Customer satisfaction data are among the most

frequently collected indicators of market perceptions”.

“Everyone is chasing customer satisfaction yet again and theythink the

use of social media is important to the measures.The problemwith that strategy is

that if you simply achieve customer satisfaction It is simply meeting basic

expectations”.

You can run surveys,measure engagement,test theories etc. etc.

Butunless you go way beyond what is expected you will never win.

Most customers don’t really know what would exceed their

expectationsbecause they have never experienced it.Using simply surveys to define

what needs to be“customer focused” is like driving by looking in the rear view

mirror, crash!

Steve Jobs looked ahead of what the customer expected then made

thecompetition chase the bar he set. Lets now waste time asking the customer what

theywant,like or expect because the frame of reference is what they got,didn’t like

as thebar of expectation. Change the bar by innovating and instead of running

surveys and tryingto measure satisfaction you become the new paradigm of

satisfaction.

WHY SURVEY YOUR CUSTOMER?

The following are all compelling reasons to survey your customers:

Customer Loyalty:

Understand the magic – what they like about you and what theydislike.

Knowing what keeps them coming back over and over again isthe secret toyour

success.Loyalty is the magic when they start talking about you and referring you to

others.

Customer satisfaction:

Satisfied customer are those who do not have outstandingnegative issues

concerning you on their mind. This doesn’t mean everything has alwaysbeen

perfect. Sometimes things may not have gone all right. In all such situations

yougave your customers a chance to talk to you.sympathetic listening to customers

isessential. Online surveys provide a way where customers get a chance to get

theirside of the story out without being interrupted.

Effective Communication:

By inviting customers to talk to you and through careful designof your

survey you can effectively inform your customers about things they may notknow

or remind them of important changes or innovations in your organization.This is

clever because customers will read your survey more carefully than most

othercommunication you send them.

Importance of Customer Satisfaction:

The importance of customer satisfaction is apparent when you realize

that, without customers, you don’t have a business. A single unsatisfiedcustomer

can send more business away from your company than 10 satisfied customers. The

more you focus on customer retention and customer support, the more long-

termbusiness you’ll get. It’s worth it to focus on customer satisfaction

st8rategies,no matterhow large or small your company is.

Understanding the needs of the customer is critical:

A business relationship, just like any other relationship,relieson both

people getting their needs met.No matter what type of business you are in, all

customers want the same thing.They want to feel welcomed and appreciated by you

and your staff. They don’t want to get the impression that they are just being used

by you for money. Small interactions like “Thank you” and a nice smile can go a

long way toward customer satisfaction.

Make sure your employees operate with the same principles:

A big part of customer satisfaction is reliability. If customers come to

expect a certain mode of behavior from you and your employees, you should

deliver it to them each and every time. Customers want to be able to reply on you.

They expect consistent delivery times and support. By training your employees to

treat all customerswith the same respect, your customers will all have the same

experience with your company, which will increase customer satisfaction.

Be honest when you don’t meet expectations:

Customer satisfaction is at its most important when somethinggoes

wrong in the chain of delivery. Whether a customer was double charged or didn’t

receive what she ordered, your employees need to handle the situation with the

utmost care. Your employee should apologize and take steps to rectify the situation.

The phrase“the customer is always right” is at the core of a good customer misread

the instructions ormade the mistake; your employee should take steps to make the

customer happy.

ADVANTAGES OF CUSTOMER SATISFACTION SURVEYS

Up-to-date feedback:

Gather current customer feedback on various aspectsofyour company.

You can stay on top of customer trends through regularly scheduled online surveys

or email surveys, and receive instant customer feedback. It is always useful to

acquire insight into how your customers are currently reacting to all aspects of

yourbusiness.

Benchmark results:

You can administer the same survey every so often tocustomers to gain

continued insight into your customers. Surveys can have the same questions, which

will allow you to compare data overtime and benchmark survey data across

previous years to determine if any changes need to be made.

Show that you care:

Customers like to be asked for their feedback. It givesthe customer to

gain continued insight into your customers. Surveys can have the samequestions,

which will allow you to compare data over time and benchmark survey data across

previous years to determine if any changes need to be made.

DISADVANTAGES OF CUSTOMER SATISFACTION SURVEYS

Too many surveys, so less time:

Your customers are bombarded with online surveys. Surveys may be

simple to complete, however, some people simply don’t like to complete

them.Sending surveys too often can irritate customers and lead to customer burnout.

Customer burnout can result in low response rates or result in lower satisfaction

scores, despite your reputation for providing excellent products or services.

Privacy Issues:

We live in a high-tech environment filled with daily doses ofunwanted

junk email, email solicitations, and sales calls. When taking an online survey or

aphone survey, it is hard for your customers to believe that they aren’t being

tracked. Because of insecurities of releasing private information, customers today

are hesitant in giving out information that may lead to more junk email and

unwanted calls. Make certainto assure customers that the information they provide

in response to your customer satisfaction surveys will not be used. Without this

disclaimer, it may be difficult to receive a good response rate.

COMPANY PROFILE

Date of establishment 1965

Address 150,(new no.68), lux church road, II floor ,mylaporeChennai-600004,tamilnadu

Branches Bangalore & Chennai

Management team B.A Kodandaraman – chairman & managing DirectorB.A Chandrasekaran, joint managing directorB.A srinivas - joint managing director

Over view Viveks Ltd. operates three retail brands: viveks,Jainsons, and premier. it is the largest consumerElectronics and home appliances retail chain in INDIA.The group consists of vivek agencies, vivek serviceCentre, and vivek lockers. its products include airConditioners, refrigerators, audio systems, camerasComputer, dish washers, home theatres, kitchenAppliances, microwave vans, mobile phones,VCDs/DVDs and washing machines.The number of stores of vivek enhanced from 3 storesTo 53 stores and turnover increased to rs.350 cores(USD 80 million).the company received VM-RD retailDesign award for the best store visual merchandising. ItAlso received special jury award for the best shop fittingStore in the country.

Vivek Ltd. Is a professionally managed public limited company carrying three

retail brands-viveks, jainsons, adding to the strength of 1000 employees.Viveks Ltd is

one of the most the most leading and respected consumer electronics and Home

appliances retail store in INDIA.

Vivek popularized several brands by creating visibility and has the Distinction

of being a market dealer and trendsetter with continuous support from the principal

companies. Reliable services are ensured through cordial customerRelationships.CII

and mickinsey raved about the viveks brand as ‘’more trusted as The brand sells’’.

THE STORY OF VIVEKS

B.A. lakshminarayana settee influenced by the ideals of swami Vivekananda

setup a small Shop a small shop of 2000 sq.ft.at mylapore, Chennai, with an investment

of only Rs.10,000 (USD 230) to sell electrical fitting and folding chairs. Added slowly

radio, fans, mixers, irons, Heaters, and other house holds. He named his business

viveks& co inspired by his guru Swami Vivekananda. B.A. kodandaraman took over

his reins after the demise of his brother B.A. Lakshminarayanashetty and increased the

turnover of rs.1.65 lakhs(USD 3840) in the first year of the stunning figure of 28 cores

(643680) by 1980.

During the initial stages the consumer durable electronics’ were consolidated

luxury to make themReach the mass middle classes families. Viveks started in house

easy monthly installmentsscheme.This also helped the company to increase its business

and gain new customers.

HISTORY OF VIVEKS

FOUNDER'S VISION

Offering the best products to people on the most affordable terms;

Rendering uncompromising customer care

Offering employment to the deserving and the needy

Serving the larger interests of the society in ways dear to him

THE CONCEPT OF ''MORE''

With the opening of two new showrooms at purasawalkam (1968) and T.nagar

(1980), viveks and co broke new ground by being the first to the widest range of consumer durables under one roof .Viveks had spent several years laying the foundation for an explosive growth. Its

mission was to be INDIA's first truly world class , consumer durable retailing

chain. It aimed to achieve this through.

Geographical expansion,

Upgrading operational standards,

Widening its product range,

Offering easy finance solutions

Its strategy was to offer customer's ''more'' of everything, viz.

More space

More products`

More brands and models

More service

More attractive promotion

Thus, was born the concept of viveks ''The unlimited shop''

While the first 30 years saw the setting up only 3 showrooms, the

subsequent 4 years saw spurt of growth – an addition of 50 more showrooms through

the expansions and acquisitions

By these strategic initiative for rapid expansion, by incorporating Viveks Its in 1994,

established its dominance in the two states on Tamil Nadu and Karnataka With 51

showrooms covering a retail space over 1, 75,000sq.ft and boasting of a group turnover

of Rs. 400 Cores!!

The future plans envisage setting up of 50 more showrooms in south India

OUR MANAGEMENT TEAM

such a meteoric growth has been made possible by the dedicated efforts of the three

Setty brothers, who always ensured that Viveks was ahead of its time by creating and

establishing competitive, advantages introducing systems to enhance operational

effectiveness, changing with times, Without in anyway.

More then 800 lockers and provides safe storages facility. The Lockers are

certainly situated in the city of Chennai for customer convenience, the board of

directors of Viveks Lockers consists of renowned professionals varied schemes were

introduced to suit customer requirements Viveks Lockers opened a second branch in

Nanganallur Chennai in 2002.

VIVEK AGENCIES

Viveks with a novel approach to retail business ventured into a new area in the

distribution channel. Viveks groups realized the importance of an integrated approach to

retailing well ahead of time and set up a distribution firm Vivek Agencies in 1976.

Starting with the distribution of sumeet mixers, the company has added a whole range

of products to its distribution basket.

CUSTOMER SERVICES

At Viveks, all imitative is taken towards continuous advancements in serving the

customer. One of our most recent endeavourer is the Viveks Service Center, set-up to

provide comprehensive technical assistance in product services, installations and repair.

Viveks Service Center was inaugurated on 10th September 2004 with a pooja to

being things on an auspicious note. The Viveks Service Center incorporates the latest in

design and style elements. So as to create a pleasing environment for customer and

employees alike. Much attention was paid to create a state of the art work conditions for

employees and the perfect ambiance for customers.

The service centre operate under a centralized support office which covers all

functions of administration, finance, marketing, humans , inventory and most

Importantly a good customer support team and a dedicated multi-line customer service

Call centre.

Viveks service centre is already the most sought in after in service of sumeet Mixers

and is fast gaining popularity with in other categories. A living testament is the

100000+customer serviced during the last financial year alone. The service centre is

authorized by sumeet, Panasonic, kan star, Samsung, Voltas, haier, Hitachi, LG,

morphy Richards and many more.

Viveks services centre strives to provide a one-stop to serve all categories and

brands of house hold consumer durables from white goods, brown goods, domestic

Appliances and lifestyle products.

Viveks service centre is by far the largest consumer durable retailer

development Initiative in the country. The flagship outlet is located in the heart of the

city at mylapore and spreads across Sq. ft. with an additional nine branches located at

prominent locations across Chennai. Together covering over 20,000 Sq. Ft. and

employing over 350.

BRANCH LOCATIONS

Mylapore Adyar Anna nagar Ambattur Purasawalkam T.Nagar Vadapalani

CERTIFICATION

National electronics services dealers association, USA-viveks service centre is a certified international member.

AWARDS AND RECOGNITIONS

Awards and recognitions are an integral part of viveks history as

it is more trusted than the brands it sells!!

The latest, of national and global importance are………

Platinum award from Panasonics (ideas for life) 2008-2009.

Usha fans- star performer modern retail 2007-2008.

Canon- best performing partner.

Excellence award form sowbaghya our channel partner

2007-2008.

Highest performance award (chain stores) from Voltas 2007.

Best performance award form Sony 2007.

Star award from godrej 2006-2007.

Outstanding contribution from Tata sky 2006-2007.

Best delar award (all categories sales) from Sony 2006.

Images retail Awards, the first of its kind in India, held in New Delhi during

September 2004 saw viveks bagging the retailer of the year award in the consumer

electronics section.

NEED FOR THE STUDY

The need for the customer satisfaction is necessary for all business or

small. The satisfaction of the customer is an important task. No matter what type of

business operators customer are needed customers are vital for the success of the

business . The quality of the customers ‘s services at any point can affect theoverall

relationship a customer has with the company. Customers that have excellent marketing

and communication can harm their sales through poorly executed customer service.

Customers are who can make a business successful.

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:

To study the satisfaction level of the customers of VIVEKE PVT. LTD Company.

SECONDARY OBJECTIVE :

To find out the major factors that influences the customers while

buying the product.

To know the customer opinion for a particular product .

To know the market demand for the product.

To obtain feedback on the enquiries they get through online

Promotional strategies.

To identify the relationship existing between services offered and

Level of satisfaction.

REVIEW OF LITERATURE

MARKET

A market is defined as an aggregate of the potential buyers for a Product of service.

The common use of the term may imply any of the following.

A place where market is help.

An assembly of people.

An act of buying and selling.

An assemble of commercial activities.

The term market is used to denote “anybody or person who are in intimate relation and

carry extensive transaction in any commodity”.

DEFINITION OF MARKETING:

The term marketing by AMA define as follows “marketing is the

process of planning and executing the conceptionPricing, promotion and distribution of

ideas goods and service to create exchanges that satisfy Individual and organization

objectives.

When “phillipKotler” said “marketing is specifically concerned with

how transactions are created stimulated, facilitated and valued”,

MEANING OF MARKETING:

The term marketing has been derived from the word market. Marketing is an exchanging or a transaction intended to satisfy human needs or wants.

Features of modern marketing

Modernmarketing is consumeroriented.

Modern marketing starts and ends with the consumers.

Modern marketing precedes and succeeds production.

Modern marketing is the guiding elements of business.

OBJECTIVES OF MARKETING

To develop an intelligent appreciation of modern marketing

practices.

To provide guiding polices, regarding marketing procedures and their

implementation.

To study marketing problems according to circumstances and to

suggestsolution.

To analyses the shortcomings in the exiting of marketing.

To enable successful distribution of agricultural products. Our minerals

wealth and manufactured goods.

To enable managers to assess and decide a particular course of action.

Marketing which has converted “yesterday’s luxuries into today’s

necessaries”

CONSUMER SATISFACTION

MEANING:

According to “Drucker” the real purpose business is to create customers

according to “phillipkotler” the marketing concept is a consumer oriented backed by

integrated marketing aimed at generation customer satisfaction as key to satisfying

organization goals.

Characteristics of customer satisfaction

Improve the responsiveness and effectiveness of service

providers in target areas.

Link regular customer’s feedback to quality service improvement plans.

Change the power balance for customer s in poor and vulnerable

neighbourhoods and the organization agencies and customer service

standards and accountability.

Customer oriented vision that is clearly defined and communicated.

Timeliness and convenience professionalism, assurance and tangibles such

as physical facilities and equipment and appearance of the personnel.

Objectives of consumer satisfaction

Our customer will be treated professionally, efficiently and withcourtesy at all

times

All enquires will be respondent to same day are received.

We will supply quality products at competitive prices.

We will Endeavour to dispatch all stock items within 24 hours,within the limits of

their viability.

We guarantee to given full attention to personal service andcustomer satisfaction.

Features of consumer satisfaction

Satisfying our customer is an essential element to staying in business in

this modern world of global competition.

We must satisfy and even delight our customers with the values.

Software products and service to gain their loyalty and report business.

Customer satisfaction is therefore a primary goal of process improvement

programs.

Customer satisfaction surveys can provide management with the

information.

Stages of consumer satisfaction

Production Orientation

Management Orientation

ConsumerOrientation

Production Orientation

This was a stage where products instead being with the

consumer preference concentrated on the mass production of good for the purpose of

profit. They cared very little about the customers.

Management orientation

It holds the key of the organization is to determine the need, wants and values of a

target market and to adopt the organization to delivering the desired satisfaction more

efficiently that its competitors in a way that preserves or enhance the consumers and

society’s well being.

Consumer Orientation

Under this stage only such products are brought forward to the markets

which are capable of satisfying the taste, preference, and expectations of the customers

now the market is under the 3rdstage that way the manufacture more on customer

satisfaction.

Factors of consumer satisfaction

Value of price:

There must be knowledge about customer’s current values. There must be

knowledge about normal values either to reduce a customer’s current cost or increase

the current earnings. There must be knowledge about resulting added values.

Product quality:

Quality is an assessment of the general goodness of a product. It is the sum total

ingredients or component the product and that contributes to the value for its products.

Product benefit and features:

Benefits are the specific user values that enhance a customer’s activities or

operations, features and the physical ingredients or components that yield. The benefits

and the features can be independently satisfaction of each other one can satisfy while

the other don’t.

Reliability:

Reliability is the combined effect of product and supplier dependability. It

is an amalgam how well a product works in comparison to its promise and the diligence

of the supports in ensuring the product performance.

Sales Experience:

Consists of all inter- personal relationships between suppliers and customers

that surround a sale. It includes the customer’s reaction to the supplier’s representative’s

selling strategies knowledge of the customers business ability to partner, promise and

proofs a values and commitment to deliver and implement what they sell.

Convenience of acquisitions:

Convenience is the ease with knowledge of supplier’s product, testimony Of

its cost effectiveness and acquisition of the product and its related service can be

obtained. Convenience conserves the customer’s indirect costs of acquisition and

certified the customer sensitivity of the suppliers.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

AIM OF THE STUDY:

The aim of survey was undertaken with the sole aim of determining the

consumer satisfaction towards viveks limited.

RESEARCH DESIGN:

The research design adopted for this project is descriptive research studies are

those which describing the characteristics of a particular individual or a group.

SAMPLING:

A sample has the name implies is a smaller representation of large or whole

In other words a section of the population selected from the later in such a way that

they are representation of the universe is all sample.

SAMPLE DESIGN:

The same design adopted for the project is non probabilistic sampling when

population elements are selected for inclusion in the sampling base on the care of

access it can be called convenience sampling.

AREA OF STUDY:

The survey has been conducted intensively in the viveks Showrooms especially in VADAPALANI branch.

SOURCES OF DATA

Primary data:

The aim of the research way to analyses the consumer satisfaction so the

primary data (first hand data) one required gathered from the different respondents

through the circulation of questionnaires for the satisfaction of the objectives of the

research.

Secondary data:

Secondary data are the magazines, journal, service rates, and regulation

provided the researcher with information on the topic.

Data collection method:

The primary data has been collected with the help of questionnaire. The

questionnaire consists of a set of structured closed ended and opened ended question

relating to the topic structured undisguised is exactly the same older to all

respondents. The close ended questions were used to extract those kinds of answers

from respondents which would be easier to interpret and tabulate.

Analysis of data:

After the data has been collected the researcher turns to the task of analyzing

the data required a number of closely related operations such as establishing of

categories the application of these categories to row data through coding.

Chi-square:

The x^2 test is one of the simplest and more widely used son first is

parametric test is statistical work. The x^2 is the Greek letter “chi” Karl pearl son

first used the chi-square test. He defined as chi-square.

X^2 = (Oij-Eij )^2/Eij

O – Observed frequency

E – Expected frequency

The quality chi-square describes the magnitude of the discrepancy between

theories and observations. The calculated value is compared with the table value of

chi-square given degree of freedom at a certain specified level.

If the calculated value is more than the table value it is considered to be

significant. If on the other hand the calculated valued is less than the table value it is

not considered as significant.

SAMPLE SIZE:

The sample size of 50 was taken by the research for the research which is

based only the response gives by the customers of viveks.