a study on customer satisfactio1

8/3/2019 A Study on Customer Satisfactio1

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CHAPTER I

INTRODUCTION

1.1 Introduction to The Study

In todays competition world, every company has to study consumer purchasing

power & behavior prior to develop a marketing plan for its product. This enables the

marketer to understand who constitute the market, what and why the market buys, who

participate in & influences the buying process & how, when & where consumer buy.

But such knowledge is critical for marketers since having a strong understanding of

behavior will help shed light on what is important to the customer & also suggest the

important to the customer decision making. Using this information marketers can create

marketing programs that they believe will be interest to customers.

Buyer behavior is deeply rooted in psychology will dashes of sociology thrown in just

to make things more interesting since every person in the word is different, it is impossible to

have simple rules that explain how buying decisions are made contemporary approaches to

business emphasize the importance of adopting a consumer focus. Marketing in particular,

beings & ends with the consumer from determining his or her needs to ensuring post-

purchase satisfaction.

CUSTOMER SATISFACATION:-

This research report is a part of the partial fulfillment for the master degree in

business administration. The company selected by the researcher is ARUCHEM at

THIRUVANMAIUR, which deals in different brands of CHEMICAL. The area assigned by

the company for the researcher is the THIRUVANMAIUR region; on discussion with the

company, the researcher made a survey towards CHEMICAL about customer satisfaction.

In Marketing, Customer is very often referred to as KING Customers are value

maxi misers. Customer satisfaction is defined by Websters dictionary as FULFILLMENT

OF A NEED OR WANT. Satisfaction is a persons feeling of pleasure or disappointment,

resulting from comparison of a products perceived and actual performance in relation to his

or her expectations. So, Customers Satisfaction is an function of the products perceived

performance and the consumers expectation. Satisfaction is often a subjective phenomenon

and depends on consumers state of mind both at the time of purchase and more importantly

at the time of consumption. It is important because in a large number of cases, some degree

of past purchase dissonance is evident among consumers. Many companies are aiming at high


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satisfaction because customers who are just satisfied find it easy to switch when a better offer

comes along. Those who are highly satisfied are much less ready to switch. In fact, emphasis

has shifted from mere satisfaction to delight of customers. High satisfaction of delight creates

an emotional affinity with the brand and the supplier, not just a rational preference. The result

is high customer loyalty.

Satisfied customers lead to word of mouth publicity. In fact, it can spread faster than

advertising. Besides, high value products, people may like to go by the experience of owners

of particular brands. Hence, existing customers, if satisfied can be important ambassadors of

positive brand image. So also feedback from the existing customers can be very reward.

A company may not always be right in whatever it does. A feedback from customers can help

the company restructure the various components of its marketing mix. Whether

The buyer is satisfied after purchase depends on the offers performance in relation to the

buyers expectations.

THE MARKETING MIX

(The 4 Ps of Marketing)

The major marketing management decisions can be classified one of the following four:

CATEGORIES:

Product

Price

Place(distribution)

Promotion

PRODUCT

The product is the physical product or service offered to the consumer. In the case of physical

products, it also refers to any services or conveniences that are part of the offering. Product

decisions include aspects such as function, appearance, packaging, service, warranty, etc.

PRICE


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Pricing decisions should take into account profit margins and the probable pricing

response of competitors. Pricing includes not only the list price, but also discounts, financing,

and other opinions such as leasing.

PLACE

Place (or placement) decisions are those associated with channels of distribution that serve as

the means for getting the product to the target customers. The distribution system performs

transactional, logistical, and facilitating functions. Distribution decisions include market

coverage, channel member selection, logistics, and levels of service.

PROMOTION

Promotion decisions are those related to communicating and selling to potential consumers.

Since these costs can be large in proportion to the product price, a break-even analysis shouldbe performed when making promotion decisions. It is useful to know the value of a customer

in order to determine whether additional customers are worth the cost of acquiring them.

Promotion decisions involve advertising, public relations, media types, etc.

1.2 COMPANY PROFILE

1.2.1 COMPANYOBJECT:

The object for carrying out cleaning of air cooled condenser is to remove the deposits

like insects, birds leaf, coke fines and other foreign matters that are accumulated over the

years on outside of the tubes(i.e.) in fins portion to attain maximum efficiency.

1.2.2 ABOUT US:

1.2.2.1 PROFILE:

From a modest beginning in 1955, the IGP Group today provides over 50 products and

services to the core sector. The group's products are well accepted both in the domestic as

well as in the international markets.

The group's manufacturing facilities are spread over 13 factories. These factories use state of

the art manufacturing techniques and are equipped with up to date testing facilities to provide

good quality products to our customers. Continuous Improvement programmes and constant

interaction between management and people at various levels has created a team of highly

motivated professionals. The group's R&D team using in-house facilities and through


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interaction with Universities and Technical Associations develops our products and processes

continuously.

Spiraled industrial gaskets manufactured by IGP Engineers Private Limited are

market leaders in their category in India.

Cori rubber Rubber Expansion joints, Anti Vibration Mounts and Rubber Linings are

increasingly popular.

Lonestar metal expansion joints are leading players in the Expansion joint industry.

Insapflex hose assemblies are very popular with heavy vehicle and Earth Moving

Equipment manufacturers.

Arudra is well known for its conveyor equipment and bullet cleaning of condensers.

Aruchem has made great strides in high pressure boiler cleaning.

Plastic injection moulding facilities at VP Engineers are on par with the best in the

country.

ARUCHEM, a leading Engineering Organization based at Chennai, India.

Aruchem offers a wide range of Metal Expansion Joints / Bellows.

Aruchem with several years of experience, have successfully developed and supplied Metal

Expansion Joints / Bellows for various applications which includes Pipe Lines, ProcessDucts, Turbines, Heat Exchangers, Condensers, Exhaust Manifolds and other Equipments.

Aruchem have supplied Metal Expansion Joints / Bellows for the above applications to

various installations in Core-Sector Industries such as Refineries, Petrochemicals, Chemical,

Fertilizer, Metallurgical, Steel, Power, Cement, Nuclear, Shipping etc.

Aruchem with proven design & latest manufacturing technology supported by ISO 9001

accreditation, offers Quality Metal Expansion Joints / Bellows meeting Global Standards.

1.2.2.2 ACHIEVEMENT:

Aruchem is the first Metal Expansion Joints / Bellows manufacturer in India to obtain ISO9001accredition.

Aruchem have supplied a critical application Expansion Joint within 48 hours for aPetrochemical Industry in India, which includes a site study, manufacturing and shipment touserslocation.


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Aruchem have developed and supplied Externally Pressurized Expansion Joints foraccommodating large amount of movement at high pressure for Refineries in India.

Aruchem have developed and supplied Reinforced Expansion Joints for very High Pressure

Fixed Tube Heat Exchanger under Third Party Inspection for an OEM in India.

Aruchem have developed High Pressure Expansion Joints for compensating large amount of

Lateral movement for the Oil installations in Middle East Asia and India.

Aruchem have been supplying Metal Expansion Joints / Bellows to various Shipping

Industries / Ship Repairers with short delivery as low as 24 hours.

1.2.2.3 CUSTOMER PROFILE:

Aruchem with their stringent Quality and prompt service, have several satisfied customers

both in India and other countries. This has prompted several customers to look at Aruchem as

single window for their requirement of Metal Expansion Joints / Bellows.

Aruchem's Metal Expansion Joints / Bellows are functioning satisfactorily for several years at

various installations in stringent operating conditions.

Aruchem is capable of supplying Metal Expansion Joints / Bellows within 48 hours for any

emergency requirements.

Aruchem's supply reference list in various core sector industries is limitless. This includes

various customers / end users in Refineries, Petrochemicals, Chemicals, Power,

Metallurgical, Process and OEM sectors (Details available on request).

1.2.2.4 IGP GROUP COMPANIES:

ARUDRA ENGINEERS PRIVATE LTD

ARUCHEM PRIVATE LTD

CORI ENGINEERS PRIVATE LTD.

INSAP ENGINEERS PRIVATE LTD.

VP ENGINEERS PRIVATE LTD

LONESTAR INDUSTRIES


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INSAPLEX PRIVATE LTD

1.2.2.4.1 ARUDRA ENGINEERS PRIVATE LTD:

Chemicals

Coronil

Technical details

Conveyor

1.2.2.4 ARUCHEM PRIVATE LTD:

Aruchem industrial cleaning

1.2.2.4.3 CORI ENGINEERS PRIVATE LTD:

Industrial gaskets

Spiral wound gaskets

Exchanger gaskets

Metallic gaskets

Non-metallic gaskets

1.2.2.4.4 INSAP ENGINEERS PRIVATE LTD:

Hose assemblies

Rubber hose assemblies

PTFE hose assemblies

Metallic hose assemblies

1.2.2.4.5 VP ENGINEERS PRIVATE LTD:

Heat exchanger

Floating ball blankets

Coolers & columns

Plastic components

1.2.2.4.6 LONESTAR INDUSTRIES:

RTJ gaskets Comprofile gaskets


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Fabric insulation joints

Flange insul gaskets

1.2.2.5 FOAM CLEANING OF EXTERIORS OF AIR COOLED CONDENSER:

We introduce ourselves as a member of IGP group of companies, specializing in various

industrial cleaning services like chemical cleaning of high pressure boilers, pipelines etc.,

Bullet cleaning of condenser tubes, helium testing, eddy current, hydrokinetics cleaning

of pipelines and furnace tubes, heat exchangers. For a decade and a half, we are in the line

doing pioneering service to various customers like Utilities, Refineries and performance of

the units besides improving the availability factor. This is our specialty.

In the continuous process of improving our cleaning technique, we are now happy to inform

you that through our R & D efforts, we have developed a high quality, safe and economical

procedure for cleaning the exteriors of fouled air cooled condenser, hither to which was

posing a big challenge.

In this particular application, our process primarily uses foam ridden solvents, which has high

penetrating capacity combined with property to reduce the surface tension. This process is

very efficient in removing oil, dust, dirt and caked products formed on particularly intricate

inaccessible areas. Since the process operates under low pressure, the fins are not damaged in

any way.

The foam is generated in our proprietary foam generator ensuring consistent quality of foam

with very high half-life period. This is an important factor in foam cleaning technique.

The surface of the air cooled condenser on application of the foam ridden solvents is allowed

to soak for a period of time to permit penetration thereby reducing the adherences of the scale

to the surface. Later, the surface is lanced with abundant quantity of water at low pressure to

flush out the dislodged scale. In our experiences and trial studies, we found that this

technique is much suitable for cleaning air cooler condenser where fast- adhered deposits get

trapped in inaccessible intricate fins spread.

The salient features of our system are:-

1. Bio-degradable foam and hence disposal is not an issue.

2. No damage to fins as we will be operating at low pressure.

3. Provides great surface contact and hence better cleaning than other conventional

process.

4. No high pressure jetting (which damages fins)

5. Very short cleaning time6. Setup time for our equipment less than one hour.


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7. Fire water can be used for flushing provided the same is clear.

1.2.2.6 PREPARATION:

Arrange thefoam generator, foaming chemicals and necessary water connections.

STEP: I LOW PRESSURE WATER RINSE for the duration of 2 to 4 hrs to remove all

loose deposits.

STEP: II Applying foam to the external fins to the duration of 5 to 6 hrs per fan.

STEP: III High volume water rinse to duration of 10 to 12 hrs.

However the duration of the cleaning process may increase or decrease upon the extent of the

deposit.

1.2.2.7 DIFFERENCE TYPES OF CUSTOMERS:

1. Water/Effluent treatment plant manufacturers

2. Cooling tower manufacturers

3. National Thermal Power Stations across India

4. State owned Electricity Boards

5. Paper Mills

6. Telecommunications

7. Electronic, Automobile

8. Textiles, Conveyor and package Industries9. Coffee Vending Machine Manufacturers

10. Monofilament Yarn Manufacturers

1.2.3 PRODUCT ADVANTAGES:

High pressure cleaning can bend or damage the delicate fins.

More over high pressure water blasting compacts dirt and debris in to the center of the

unit thereby reducing Airflow and cooling effectiveness.

Our unique and redefined systems allows the fins to be 100% soaked in our powerful

cleaning solution, which breaks the bond between the fins and dirt/debris.

Low pressure water is then applied to effectively rinse away the foam residue

without damaging the fins.

Foam contacts all surface and the foam will pickup and carry away sloughed insoluble

deposits.

1.3 NEED FOR THE STUDY:


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Studying customers provides clue for developing new products, product features price

and other marketing-mix elements.

To understand the buyers consciousness about the product and the purchasers

decisions.

This study helps concern to get the decisions about the tiles (product) devise suitablestrategies for marketing.

Study helps the concern in the fixation of price for their new product concrete tiles.

It helps to learn about the consumer taste and preferences with regards to the Aruchem

tiles product.

The study helps to estimate about the Aruchem tiles sales and its future in the market.

CHAPTER II

REVIEW OF LITERATURE

2.1 CUSTOMER SATISFACTION:

Degree ofsatisfaction provided by the goods orservices of a firm as measured by the number

of repeat customers.

Customer satisfaction is in the Advertising, Marketing, Selling and Customer Relations &

Services subjects.

customer satisfaction appears in the definitions of the following terms: world class, non

value adding activity, customer analysis, balanced scorecard (BSC), direct measures of

quality, supply chain management (SCM), customer focused performance and Malcolm

Baldridge National Quality Award
http://www.businessdictionary.com/definition/degree.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/terms-by-subject.php?subject=2http://www.businessdictionary.com/terms-by-subject.php?subject=10http://www.businessdictionary.com/terms-by-subject.php?subject=10http://www.businessdictionary.com/definition/world-class.htmlhttp://www.businessdictionary.com/definition/non-value-adding-activity.htmlhttp://www.businessdictionary.com/definition/non-value-adding-activity.htmlhttp://www.businessdictionary.com/definition/customer-analysis.htmlhttp://www.businessdictionary.com/definition/balanced-scorecard-BSC.htmlhttp://www.businessdictionary.com/definition/direct-measures-of-quality.htmlhttp://www.businessdictionary.com/definition/direct-measures-of-quality.htmlhttp://www.businessdictionary.com/definition/supply-chain-management-SCM.htmlhttp://www.businessdictionary.com/definition/customer-focused-performance.htmlhttp://www.businessdictionary.com/definition/Malcolm-Baldridge-National-Quality-Award.htmlhttp://www.businessdictionary.com/definition/Malcolm-Baldridge-National-Quality-Award.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/terms-by-subject.php?subject=2http://www.businessdictionary.com/terms-by-subject.php?subject=10http://www.businessdictionary.com/terms-by-subject.php?subject=10http://www.businessdictionary.com/definition/world-class.htmlhttp://www.businessdictionary.com/definition/non-value-adding-activity.htmlhttp://www.businessdictionary.com/definition/non-value-adding-activity.htmlhttp://www.businessdictionary.com/definition/customer-analysis.htmlhttp://www.businessdictionary.com/definition/balanced-scorecard-BSC.htmlhttp://www.businessdictionary.com/definition/direct-measures-of-quality.htmlhttp://www.businessdictionary.com/definition/direct-measures-of-quality.htmlhttp://www.businessdictionary.com/definition/supply-chain-management-SCM.htmlhttp://www.businessdictionary.com/definition/customer-focused-performance.htmlhttp://www.businessdictionary.com/definition/Malcolm-Baldridge-National-Quality-Award.htmlhttp://www.businessdictionary.com/definition/Malcolm-Baldridge-National-Quality-Award.htmlhttp://www.businessdictionary.com/definition/degree.html


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Customer satisfaction, abusiness 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 satisfactionis 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 including follow-on database maintenance and management.

The personal service that need to make our customer satisfaction research project a success.

Baseline Measurement of Customers' Satisfaction Levels. This measurement will

able to quantify your customers' satisfaction levels, and know the reasons for

satisfaction or dissatisfaction. We'll calculate and rank the importance of a number of

satisfaction-related attributes.

Customer Satisfaction Tracking System. This will enable to tell how effective are

the efforts at improving customer satisfaction have been.

Competitive Customer Satisfaction Measurement. This tells you just where you

stand on customer satisfaction relative to key competitors that you identify.

Customer Retention Research. Find out why clients are leaving, and what would

make them stay. Use this information to design a customer retention program.

Transfer of an Existing Customer Satisfaction Tracking Program. If there are

existing customer satisfaction programs, this can continue its operation for company.

The transfer will be seamless, and you may benefit from a fresh look at your

company's existing approach.

The management guru, Peter Drucker states, "The purpose of a business is to create andretain customers." So where do you start? Following are seven customer service tips that
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can help ensure your organization is, indeed, providing superior customer service that

will pretty much guarantee a high retention rate.

1. Know Your Customer. Understand what it is about your organization that makes

customers come to you instead of your competition. Identify your strengths and build uponthem.

2. Know Your Competition. Know what your competition is doing at all times. Are they

doing something new or different? Are they doing something better than you? How can you

do something better than them? Always ask yourself these questions. Keep your business on

top when it comes to quality of products and service.

3. Retain Your Customers. It can cost 5-10 times more to acquire a new customer than it

does to keep an existing one. Keep your customers delighted. Treat them like gold. After all,our customers are the reason we are in business. And remember, every customer you lose is a

customer gained by your competition!

4. Create a Positive First Impression. The first contact your customers have with your

organization is critical. Take measures to make sure that first contact is a magic moment

instead of a tragic moment. In these days of shrinking profit margins, little things can make a

big difference. Mother Theresa put it very well when she said, "Kind words can be short and

easy to speak, but their echoes are truly endless."

5. Approach Complaints with a Positive Attitude. When you're dealing with customers on an

ongoing basis, you'll undoubtedly receive your fair share of complaints. So keep in mind Al

Capone's motto: "Don't take it personally, it's just business." After that, it's simply a question

of approaching the problem with the right attitude to ensure customer satisfaction.

6. Sharpen Your Customer Service Skills. Customer service training is the most valuable

tool you can give yourself or, as a manager, your employees. The skills mastered will enable

everyone to become more productive, enjoy their job more, increase their value to the

company and improve customer service at all levels.

7. Measure Customer Satisfaction. Continuously monitor your business. Never sit back and

relax. Offer new products or services as needs require. Always ask the customer what you

can do better. That information is the vital link between your business and your customers

and can help provide the kind of service and satisfaction that builds customers for life.

In any business today, the superior customer service commitment must be renewed every

day. We have to tend to it, we have to feed it, we have to care about it and we have to live it.


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When we do, that commitment translates into delighted customers, repeat business, referrals

and increased profits.

Customer satisfaction Research can address a variety of issues, including, but not limited to:

How satisfied are your customers?

How satisfied are your competitors' customers?

How satisfied are your employees?

How do consumers/businesses use the products and services in your industry?

Are your target customers aware of your business?

What is the image of your business among target customers?

Is your advertising effective? What could make it more effective?

How should you design a new product or service to meet the needs of the market?

Central message:

High customer satisfaction makes money and enhances profitability.

Periodic customer satisfaction surveys are absolutely essential to any growing

business.

2.1.2 Improving Customer Satisfaction Once a Customer Satisfaction MeasurementProgram Is in Place:

Customer satisfaction research is not an end unto itself. The purpose, of course, in measuring

customer satisfaction is to see where a company stands in this regard in the eyes of its

customers, thereby enabling service and product improvements which will lead to higher

satisfaction levels. The research is just one component in the quest to improve customer

satisfaction. There are many others, including:

Top management commitment,

Linking of Customer Satisfaction scores with employee and management monetary

incentives,

Recognition of employees who contribute to customers' satisfaction,

Identification, measurement, and tracking of operational variables which drive

satisfaction scores,

Customer-based improvement goals,

Plans for improving operational variables,


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Incorporation of customer satisfaction skills into employee training programs,

Measurement of and plans for improvement of employee satisfaction,

Changes in corporate hiring practices.

2.1.3 Top Management Commitment:

Top management, through its actions, must show that customer satisfaction is important to it.

This can be done in several ways.

Acknowledging areas where the company needs to improve,

Allocating appropriate resources to the improvement of customer satisfaction,

Involvement of management and employees in the development of plans for customer

satisfaction improvement,

Linking management bonuses to satisfaction scores, Clear and frequent communication of what is being done to improve customer

satisfaction.

2.1.4 Linking of Customer Satisfaction Scores with Employee and Management

Monetary Incentives:

This really is just a case of having management put its money where its mouth is. Monetary

incentives for improving customer satisfaction scores should reach all levels of the

organization, from top management to front-line employees and suppliers. Incentive

programs can be structured so that all employees in an organizational unit receive

compensation if the unit's customer satisfaction goals are met. Additionally, exemplary

service on the part of individual employees can be rewarded on an ad hoc basis. Management

incentives do not have to result in incremental expenditures; a reallocation of current

incentives will suffice. For example, if 100% of a manager's bonus is dependent upon

meeting operational and sales goals, the mix could be changed to include a customer

satisfaction goal.

2.1.5 Recognition of Employees Who Contribute to Customers' Satisfaction:

This is an inexpensive way to foster customer satisfaction. The keys to success are:

Making sure that all employees are aware of why a particular employee is being

recognized,

Making sure that each employee being recognized is worthy of recognition.

2.1.6 Identification, Measurement, and Tracking of Operational Variables Which Drive

Satisfaction Scores:

The results of a customer satisfaction survey need to be evaluated to determine what needs to

be improved. For example, a survey may find that customer waiting times need to be reduced.
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The next step should be to quantify actual customer waiting times, and to set goals and

strategies for reducing them. Goals should be as specific as possible. It is better to say "we

want to reduce wait times during peak periods from an average of twenty minutes to fifteen

minutes by the end of June," than to say "we need to reduce customer waiting times."

2.1.7 Customer-Based Improvement Goals:

This tie directly to the previous point. Once you have identified what needs to be improved,

you need to develop a plan for improving each identified area. Such plans need to be based

on what customers really need, rather than what management believes to be a good goal.

Using the previous example, if customers really desire wait times of ten minutes or less,

having management dictate that wait times must be reduced to fifteen minutes will have

limited appeal with customers. You may need to do a separate survey with customers to

actually set appropriate goals. If this is not economically feasible, at least talk to a number ofcustomers and gain their input before setting a goal.

2.1.8 Plans for Improving Operational Variables:

Once you have established what needs to be improved, and how much it needs to be

improved, plans need to be developed to make improvement happen. The keys to successful

planning are to:

Involve front-line employees and management in the planning process,

Make sure plans are specific, Evaluate the success of plans once they have been put into place. This is done by

measuring actual improvement in operations and customer satisfaction.

2.1.9 Incorporation of Customer Satisfaction Skills into Employee Training Programs:

Employee training programs should be modified to include:

A description of the importance of customer satisfaction to the company,

Descriptions of what keeps customers satisfied,

A description of customer satisfaction measurement programs, recognition programs,and incentive programs,

Specific employee-performance expectations with regard to keeping customers

satisfied.

2.1.10 Measurement of and Plans for Improvement of Employee Satisfaction:

Unhappy employees will have difficulty in keeping customers happy. You should consider

measuring the satisfaction levels of employees, and then developing action plans to improve

employee satisfaction.


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2.1.11 Changes in Corporate Hiring Practices:

Certain types of people will do a better job of satisfying customers than will other types of

people, regardless of the quality of training, reward, and recognition programs. Once you

have determined the types of employee behaviors are important to customers, you should

incorporate this knowledge Measuring What Is Important to Customers

Most well-designed customer satisfaction surveys contain a series of "attributes," which are

rating scales of a series of specific statements or questions (courtesy, accuracy, timeliness,

etc.). Naturally, some "attributes" will be more important than others. There has been a long-

standing controversy in the Research Industry about how to know the "importance" of

attributes used in a customer satisfaction survey. There are two basic choices:

1. "Stated Importance," determined by asking customers how important an item is,

2. "Derived Importance," determined by calculating the relationship between attributes and

satisfaction.

I here favor the derived approach. Asking importance adds unnecessary questionnaire length

(which irritates respondents) and provides answers which, in and of themselves, may lead

you astray. The results of asking customers what is important are useful if combined with the

derived approach, but could well result in erroneous customer satisfaction improvement

strategies if used without also deriving importance. This can happen if what customers say is

important is a prerequisite to competing in the marketplace. In other words, it is already being

done well by your company and by your competitors.

The derived approach will uncover items which are most important to the satisfaction of

customers. These attributes will not always be the same attributes that a customer would

identify as being most important. But they would be the ones which, if improved upon by a

business, will result in higher levels of satisfaction. It is not difficult for someone who

understands statistical analysis to calculate the relative importance of a series of attributes,

provided that a questionnaire also includes a satisfaction measure of some sort. The basic

process is to conduct a correlation analysis, eliminate attributes which have high correlation

coefficients with each other and are saying "much the same thing," and then to run a

regression analysis. There are a variety of PC statistical applications which can be used to

perform these analyses, including SPSS. I used the derived approach to calculate attribute

importance weights in each of our customer satisfaction surveys.

2.1.12 Customer Satisfaction a Critical Component of Profitability:


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Exceptional customer service results in greatercustomer retention, which in turn results in

higher profitability. Customer loyalty is a major contributor to sustainable profit growth. To

achieve success, you must make superior service second nature of your organization. A

seamless integration of all components in the service-profit chain employee satisfaction,

value creation, customer satisfaction, customer loyalty, and profit and growth links all the

critical dynamics of top customer service.

Sadly, mature companies often forget or forsake the thing that made them successful in the

first place: a customer-centric business model. They lose focus on the customer and start

focusing on the bottom line and quarterly results. They look for ways to cut costs or

increase revenues, often at the expense of the customer. They forget that satisfying

customer needs and continuous value innovation is the only path to sustainable growth. This

creates opportunities for new, smaller companies to emulate and improve upon what made

their bigger competitors successful in the first place and steal their customers.

2.1.13 Innovation Defined

Innovation is a process of taking new ideas through to satisfied customers. It is the

conversion of new knowledge into new products and services.

Innovation is about creating value and increasing efficiency, and therefore growing your

business. It is a spark that keeps organizations and people moving ever onward and upward.

"Without innovation, new products, new services, and new ways of doing business would

never emerge, and most organizations would be forever stuck doing the same old things the

same old way."

2.1.14 Innovation: A Paradigm Shift

Innovation is bringing a paradigm shift in the way the business is done in a rapidly

globalizing economy. This new economy is characterized by enhanced frequency of

innovations, shortening of product, technology, and economic life cycles, rapid generation

and commercialization of new technologies, globalization not only large but also small

businesses, enhanced emphasis onbusiness partnerships and strategic alliances, intensive

and multi-country research and development programs and difficulty in accessing critical

technologies.

2.1.15 Entrepreneurial Action the Engine of Innovation

While research and invention is a major contributor to innovation, if there is noentrepreneurial action there is no value creation.
http://www.1000ventures.com/business_guide/crosscuttings/customer_service.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_retention.htmlhttp://www.1000ventures.com/business_guide/profits_sustainable.htmlhttp://www.1000ventures.com/business_guide/profits_sustainable.htmlhttp://www.1000ventures.com/business_guide/im_s-p_chain.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/employee_satisfaction.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_value_creation.htmlhttp://www.1000ventures.com/business_guide/psa_bcoach_maturity.htmlhttp://www.1000ventures.com/business_guide/business_model.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_care.htmlhttp://www.1000ventures.com/business_guide/innovation_value.htmlhttp://www.1000ventures.com/business_guide/sustainable_growth.htmlhttp://1000ventures.com/business_guide/innovation.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_satisfaction.htmlhttp://www.1000ventures.com/business_guide/new_product_development.htmlhttp://www.1000ventures.com/business_guide/value_creation_sustainable.htmlhttp://www.1000ventures.com/business_guide/effectiveness_operational.htmlhttp://www.1000ventures.com/business_guide/business_model_new.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/thinking_paradigms.htmlhttp://www.1000ventures.com/business_guide/business_model_new.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/new_economy_transition.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/new_economy_transition.htmlhttp://www.1000ventures.com/business_guide/tech_com_voptions.htmlhttp://www.1000ventures.com/business_guide/partnerships_main.htmlhttp://www.1000ventures.com/business_guide/strategic_alliances_main.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/entrepreneur_main.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_value_creation.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_service.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_retention.htmlhttp://www.1000ventures.com/business_guide/profits_sustainable.htmlhttp://www.1000ventures.com/business_guide/profits_sustainable.htmlhttp://www.1000ventures.com/business_guide/im_s-p_chain.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/employee_satisfaction.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_value_creation.htmlhttp://www.1000ventures.com/business_guide/psa_bcoach_maturity.htmlhttp://www.1000ventures.com/business_guide/business_model.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_care.htmlhttp://www.1000ventures.com/business_guide/innovation_value.htmlhttp://www.1000ventures.com/business_guide/sustainable_growth.htmlhttp://1000ventures.com/business_guide/innovation.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_satisfaction.htmlhttp://www.1000ventures.com/business_guide/new_product_development.htmlhttp://www.1000ventures.com/business_guide/value_creation_sustainable.htmlhttp://www.1000ventures.com/business_guide/effectiveness_operational.htmlhttp://www.1000ventures.com/business_guide/business_model_new.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/thinking_paradigms.htmlhttp://www.1000ventures.com/business_guide/business_model_new.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/new_economy_transition.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/new_economy_transition.htmlhttp://www.1000ventures.com/business_guide/tech_com_voptions.htmlhttp://www.1000ventures.com/business_guide/partnerships_main.htmlhttp://www.1000ventures.com/business_guide/strategic_alliances_main.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/entrepreneur_main.htmlhttp://www.1000ventures.com/business_guide/crosscuttings/customer_value_creation.html


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How satisfied are you with the purchase you made?

How satisfied are you with the service you received?

How likely are you to buy from us again?

How likely are you to recommend our company to others?

2.1.16 Customer Expectations:

Customer is defined as anyone who receives that which is produced by the individual or

organization that has value. Customer expectations are continuously increasing. Brand loyalty

is a thing of the past. Customers seek out products and producers that are best able to satisfy

their requirements. A product does not need to be rated highest by customers on all

dimensions, only on those they think are important.

2.1.17 Customer expectation;

The "Customer Expectation Paradox" has to do with the difference between what customers

WANT, and what they have learned they are going to receive from the companies they do

business with. It goes like this:

While customers want more from the companies and employees they do business with,

they have actually come to expect less than they did before. We suggested that generally,

if you compare customers from twenty years ago to customers nowadays, you'll find that

today, customers want more. They want faster service, more convenient service, more

flexibility in things like payment plans and options, or merchandise return polices. They

want less time waiting in lines, and they want their problems solved almost immediately.

2.1.18 SERVQUAL:

SERVQUAL is an instrument designed by the marketing research team of Berry,

Parasuraman and Zeithaml to measure service quality from the point of view of the

customer's minimum, desired and perceived levels of service. The survey is based upon the

concept of the Gaps Model of Service Quality which posits that the discrepancy between

customers' expectations for excellence and their perception of actual service delivered is a

customer-oriented definition of service quality. The twenty-two survey questions are grouped

into five service "dimensions" that have been consistently ranked by customers in various

service industries to be most important for service quality. The five dimensions of service

are:

reliability - the ability to perform the promised service dependably and accurately

responsiveness - the willingness to help customers and provide prompt service
http://customerservicezone.com/faq/expectyears.htmhttp://customerservicezone.com/faq/expectyears.htmhttp://customerservicezone.com/faq/expectyears.htmhttp://customerservicezone.com/faq/expectyears.htm


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assurance - the knowledge and courtesy of employees and their ability to convey trust

and confidence

empathy - the caring, individualized attention given to customers

tangibles - the appearance of physical facilities, equipment, personnel and

communication materials

If you dont make an emotional connection with customers, thensatisfaction is worthless

ByWilliam J. McEwen and John H. Fleming

Source: Gallup Management Journal (http://gmj.gallup.com)

For several decades, marketers have been tirelessly searching for a highly coveted butapparently elusive prize: customer satisfaction. The problem is, theyve been pursuing the

wrong goal.

Thats right. Regardless of how high a companys customer satisfaction levels may appear to

be, satisfying customers without creating an emotional connection with them has no real

value. None at all.

As Werner Reinart and V. Kumar noted in a Harvard Business Review article last year, To

identify the true apostles, companies need to judge customers by more than just their

actions. Others echo their sentiments. Whartons Peter Fader states, It is hard to diagnose

past behavior to understand why people did what they did. Historical behavioral data is rich

and interesting, but it has its limits as a guide to the future.

Customer satisfaction assessment was heralded some time ago as the obvious solution to the

need for more meaningful customer measures. Satisfaction, it was claimed, provides insight

into the reasons why customers behave as they do and is not merely a reflection of repeatedbehavior that may have been earned or purchasedby the company.

Customer Service and SatisfactionWe must cultivate our garden.

Voltaire

When we talk about customer service and/or satisfaction, we talk about creativity.


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Creativity allows us to handle or diffuse problems at hand or later on in the process of

conducting the everyday business. We talk about how, or rather what, does the organization

have to do to gain not only the sale but also the loyalty of the customer. We want to know the

payoff of the transaction both in the short and long term. We want to know what our

customers want. We want to know if our customers are satisfied.

Satisfaction, of course, means that what we delivered to a customer met the customers

approval. We want to know if customers are delighted and willing to come back, and so on.

Fleiss2 and Feldman3 present examples of that delightfulness in their writings. Fleiss has

written about Ben and Jerrys ice cream and Feldman has discussed excellence in a cab ride.

CHAPTER III

OBJECTIVES

3.1 Primary Objective

To identify the satisfactory level of customer of Aruchem products.

3.2 Secondary Objectives


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To find out customer preferences and expectations on chemical.

To evaluate the price of the chemical products regarding the quality.

To find out the customer satisfaction on quality, durable and colour of the Aruchem

product.

To find out customer relationship management activity of CHEMICAL industries inproduction of Aruchem chemical to satisfy the customer.

CHAPTER IV

RESEARCH METHODOLOGY

4.1 RESEARCH:

Research is a process in which the researcher wishes to find out the end result for a given

problem and thus the solution helps in future course of action. The research has been defined

as A careful investigation or enquiry especially through search for new facts in any branch

of knowledge.

4.1.1 Research Methodology:


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The procedure using, which researchers go about their work of describing, explaining and

predicting phenomena, is called Methodology. Methods compromise the procedures used for

generating, collecting and evaluating data. Methods are the ways of obtaining information

useful for assessing explanations.

4.1.2 Type of Research

The type of research used in this project is descriptive in nature. Descriptive research is

essentially a fact-finding related largely to the present, abstracting generations by cross

sectional study of the current situation. The descriptive methods are extensively used in the

physical and natural science, for instance when physics measure, biology classifies, zoology

dissects and geology studies the rocks. But its use in social science is more common, as in

socio economic surveys and job and activity analysis.

Descriptive research aims at,

Descriptive studies are observational studies which describe the patterns of disease

occurrence in relation to variables such as person, place and time. They are often the first step

or initial enquiry into a new topic, event, disease or condition. Descriptive studies can be

divided into two roles - those studies that emphasize features of a new condition and those

which describe the health status of communities or populations. Case reports, case-series

reports, before-and-after studies, cross-sectional studies and surveillance studies deal with

individuals. Ecological Studies examine populations. Common misuses of descriptive studies

involve a lack of a clear, specific and reproducible case definition and establishing a casual

relationship which the data cannot support. Whilst descriptive studies can highlight

associations between variables or between exposure and outcome variables, they cannot

establish causality. Descriptive studies do not have a comparison (control) group which

means that they do not allow for inferences to be drawn about associations, casual or

otherwise. However, they can suggest hypotheses which can be tested in analytical

observational studies.

Uses of Descriptive Studies

1. Health care planning

Descriptive studies provide knowledge about which populations or subgroups are most or

least affected by disease. This enables public health administrators to target particular

segments of the population for education or prevention programmers and can help allocate

resources more efficiently.

2. Hypothesis generation


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Descriptive studies identify descriptive characteristics which frequently constitutes an

important first step in the search for determinants or risk factors that can be altered or

eliminated to reduce or prevent disease.

Types of Descriptive Studies

Case reports

Case reports describe the experience of a single patient or a group of patients with a similar

diagnosis. These types of studies typically depict an observant clinician identifying an

unusual feature of a disease or a patient's history. They can represent the first clues in the

identification of new diseases or adverse effects of an exposure. A case report can prompt

further investigations with more rigorous study design. Case reports are quite common in

medical journals. A systematic review found that they accounted for over one third of all

articles published. They are useful to public health as they can provide an interface between

clinical medicine and epidemiology.

Case Series

A case series is a report on a series of patients with an outcome of interest. No control group

is involved. Another way of defining a case series is that case series are collections of

individual case reports which may occur within a fairly short period of time and these are

aggregated into one publication. This study design has historical importance in epidemiology.

It was often used as an early means to identify the begining or presence of an epidemic. Evennow, the routine surveillance of accumulating case reports often suggest the emergence of a

new disease or epidemic. A convenient feature of case-series is that they can provide a case

group for a case-control study. An advantage of case series over case report is that a case

series can help formulate a new and useful hypothesis rather than merely documenting an

interesting medical oddity. However, its disadvantage is that it cannot be used to test for the

presence of a valid statistical association.

Cross-sectional (Prevalence) Study

This is the observation of a defined population at a single point in time or time interval.

Exposure and outcome are determined simultaneously. This means that costs are small and

loss to follow up is not a problem. However, because exposure and outcome are measured at

the same time point, the temporal sequence is often impossible to determine. Sometimes the

cross-sectional study can be considered an analytic study, when it is used to test an

epidemiologic hypothesis. This can only occur when the current values of the exposure

variables are unaltered over time, thus representing the value present at the initiation of the

disease. For example, factors at birth.


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The cross-sectional survey is sometimes referred to as a prevalence study and it can survey

or assess the health status of a population - e.g. Health Survey of England. A survey can be

defined as a special inquiry which collects planned information from individuals (usually a

sample) about their history, habits, knowledge, attitudes or behavior. The principles involved

include sampling, instrument design, non-response and accuracy. Reasons for non-response

incorporate the effect of the topic, study design (postal, telephone or face-to-face interviews),

age, sex, social class, urban/rural location and general attitudes to survey. See entry on

Survey in Toolkit for more details.

It is worth noting that the term 'cross-sectional' study is also used in social research. Here,

the cross-sectional study refers to a snapshot of a population at a particular point in time. This

contrasts with longitudinal studies which follow a population over a period of time (i.e.

cohort and panel), with cross-comparative, where one population is compared with another

within the same country and cross-national, where one country population is compared with

other countries.

Ecological Study (or Ecological Co relational Study)

Ecological co relational studies look for associations between exposures and outcomes in

populations rather than in individuals. They use data that has already been collected. (This

could be argued to be a form of what social scientists call secondary statistical analysis). The

measure of association between exposure and outcome is the correlation coefficient r. This is

a measure of how linear the relationship is between the exposure and outcome variables.

(Note that correctional is a specific form of association and requires two continuous

variables).

Advantages of an ecological study

1. An ecological study is quick and cheap to conduct.

2. It can generate new hypotheses.

3. It can identify new risk factors.

Disadvantages of an ecological study

1. It is unable to control for confounding factors. This is often referred to as 'ecological

fallacy', where two variables seem to be correlated but their relationship is in fact affected by

cofounding factor(s).

2. It cannot link exposure with disease in individuals as those with disease may not be

expose.

3. Its use of average exposure levels masks more complicated relationships with disease.


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4. Its units of study are populations not individuals. Therefore, the disease rates linked with

population characteristics and the association observed at group level does not reflect

association at individual level.

A useful way to remember the disadvantages is the acronym 'CLAP' - confounding, link,

average and population.

4.1.4 Description of statistical tool used

a) Percentage method

b) Chi-square Test

4.1.4(a) PERCENTAGE METHOD:

In this project Percentage method test was used.

Formula:

No of RespondentPercentage of Respondent = 100

Total no. of Respondents

4.1.4(b) CHI-SQUARE Analysis:

In this project chi-square test was used. This is an analysis of technique which analyzed thestated data in the project. It analysis the assumed data and calculated in the study. The Chi-

square test is an important test amongst the several tests of significant developed bystatistical. Chi-square, symbolically written as x2 (Pronounce as Ki-Spare), is a statisticalmeasure used in the context of sampling analysis for comparing a variance to a theoreticalvariance.Formulae:

(O-E)2

X2 =E

O = Observed frequency E = Expected frequency

4.1.5 Data Collection Method:

Survey method is considered the best method for data collection of data and the tools used fordata collection are Questionnaire. This method is quite popular particularly in case of bigenquires. Private individuals, research works, private and public organizations and evengovernment are adopting it.

In this method a questionnaire is sent to the persons concerned with a request to answer andreturn the questionnaire. A questionnaire consists of a number of question involves bothspecific and general questions relating to consumer behavior.

4.1.6 Benefits availed through this method


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There is low cost even when the universe is large and is widely spread geographically.

It is free from the bias of the interviewer; answers are in respondents own words.

Respondents, who are not easily approachable, can also be reached conveniently.

Large samples can be made use of and thus the results can be made more dependable& reliable.

Respondents have adequate time to give well thought out answers.

4.1.7 Limitations of this system

Low rate of return of the duly filled in questionnaires; bias due to no-response is oftenindeterminate.

It can be used only when respondents are educated and cooperating.

The control over questionnaire may be lost once it is sent.

It is difficult to know whether willing respondents are truly representative.

This method is likely to be the slowest of all.

4.1.8 Sources of Data

The two sources of data collection are namelya) Primary

b) Secondary.

4.1.8(a) Primary Data

Primary data are fresh data collected through survey from the customers using thequestionnaire. Questionnaire helps to recognize the apprentices perception regarding theapprenticeship training and to find out their expectations and their career path.

4.1.8(b) Secondary Data

Secondary data are collected from books internet and various journals, magazines etc.regarding the apprenticeship.

4.1.9 Research design

A research design is the arrangement of conditions for collection and analysis of data in amanner that aims to combine relevance to the research purpose with economy in procedure.The problem of the study is to find out the satisfaction level of the customers Aruchemchemical products.

4.1.10 Sample Design


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Sample Element : Past Customers

Sample Size : 50 samples

Sample Test : Percentage Method, CHI-SQUARE analysis,

Sample Media : Questionnaire

CHAPTER V

DATA ANALYSIS & INTERPRETATION

TABLE NO: 5.1Total budget spent on the project

S.No Capital use No of respondents Percentage of respondents

1 5 Lakhs 15 302 10 lakhs 27 54

3 15 lakhs 08 16

TOTAL 50 100

INFERENCE

From the above table it is inferred that 16% customer were preferred their capital to be 15lakhs, 54%preffered 10 Lakhs and 30% preferred 5 lakhs.

CHART NO: 5.1


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Total budget spent on the project

TABLE NO: 5.2

Source of Identification of the Product

S.No Source of identification No of respondents Percentage of respondents

1 Media 23 46

2 Friends 12 243 Builders 15 30

TOTAL 50 100

Source :Primary Data

INFERENCE

From the above table it is inferred that 46 %the respondents identify the product throughMedia, 24 % identify through friends and 30% through Builders.

CHART NO: 5.2

Source of Identification of the Product

TABLE NO: 5.3

Frequently uses of product

S.No Nature bought No of respondents Percentage of respondents

1 Daily 3 6

2 Weakly 7 14

3 Monthly 21 42

4 Yearly 18 38TOTAL 50 100


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Source: Primary Data

INFERENCE

From the above table it is inferred that 6%of customer chooses daily, 14 % customer prefers

weakly, 42% customer prefers monthly and 38% customer prefers yearly.

CHART NO: 5.3

Frequently uses of product

TABLE NO: 5.4 (a)

Price the chemicals product bought

S.No The amount u bought the tiles No of respondents

Percentage ofrespondents

1 Rs 10000 15 30

2 Rs 15000 27 54

3. Rs 20000 08 16

TOTAL 50 100

Source: Primary Data

INFERENCE

From the above table it is inferred that 54% respondents bought the goods for rupees 15000 ,30% bought for rupees 10000 and 16% bought for rupees 20000.

CHART NO: 5.4 (a)

Price the chemicals product bought

TABLE NO: 5.4 (b)


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Ideal Price for the chemicals Product

S.No Ideal price No of respondents Percentage of respondents

1 Yes 31 622 No 19 38

TOTAL 50 100

INFERENCE

From the above table it is inferred that 62% respondents the price limit is not idealAnd 38 % preferred that its ideal.

CHART NO: 5.4 (b)

Ideal Price for the chemicals Product

TABLE NO:5.5

Long life uses of product


1 Less than 3 months 3 6

2 Less than 6 months 6 123 Less than 1 year 15 30

4 Less than 3 year 12 24

5 Less than 5 year 9 18

6 More than 5 year 5 10

TOTAL 50 100

INFERENCE

From the above table it is inferred that 6% respondents for less than 3 months, 12%respondents for less than 6 months, 30% respondents for less than 1 year, 24% respondents


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for less than 3 year, 18% respondents for less than 5 year and 10% respondents for more than5 year.

CHART NO: 5.5Long life uses of product

TABLE NO: 5.6

Overall satisfied product

S.No Place were tiles utilized No of respondents


1 Very satisfied 17 34

2 Somewhat satisfied 20 40

3 Either satisfied or dissatisfied 05 10

4 Somewhat dissatisfied 06 12

5 Very dissatisfied 02 04

TOTAL 50 100

INFERENCE

From the above table it is inferred that 34% of people use the products in very satisfied, 40 %in somewhat satisfied, 10% in either satisfied or dissatisfied, 12% in somewhat dissatisfiedand 04% in very satisfied.

CHART NO: 5.6Overall satisfied product

TABLE NO:5.7

Comparison of other company product


1 Much better 20 40

2 Somewhat better 15 30

3 About the same 05 10

4 Somewhat worse 07 14

5 Much worse 02 04

6 I dont know 01 02

TOTAL 50 100


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INFERENCE

From the above table it is inferred that 40% respondents for much better, 30% respondentsfor somewhat better, 10% respondents for about the same, 14% respondents for somewhatworse, 04% respondents for much worse and 02% respondents for I dont know.

CHART NO: 5.7Comparison of other company product

TABLE NO: 5.8

Satisfaction level in Quality

S.No Satisfaction level in Quality No ofrespondents


1 Excellent 15 302 Good 19 38

3 Medium 08 16

4 Not bad 08 16

TOTAL 50 100

INFERENCE

From the above table it is inferred that 38% of people suggest that the satisfaction level inquality is good, 30% of people suggest as Excellent, 16% as not bad and 16% as Medium.

CHART NO: 5.8

Satisfaction level in Quality

TABLE NO:5.9

Satisfaction Level in Availability of chemical

S.No Satisfaction level inAvailability

No of respondents Percentage ofrespondents

1 Excellent 11 22

2 Good 21 423 Medium 12 24


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4 Not bad 06 12

TOTAL 50 100

INFERENCE

From the above table it is inferred that the 42% customer preferred the satisfaction level inavailability as Good, 24% as Medium ,22 % as Excellent and12 % as not bad.

CHART NO: 5.9

Satisfaction Level in Availability of chemical

TABLE NO: 5.10

Internal improvement required in the product

S.No Improve Internally No of respondents Percentage ofrespondents

1 Material 22 44

2 Colour 12 24

3 Size 15 30

4 Shape 01 02

TOTAL 50 100

INFERENCE

From the above table it is inferred that the 44%of the people suggest that the product have toimprove internally in Material, 30 % in Size 24 % in Colour and02% in shape .

CHART NO: 5.10

Internal improvement required in the product


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TABLE NO: 5.11

The Area the product to Improve Externally

S.No Improve Externally No of respondents


1 Marketing 10 20

2 Transportation 16 32

3 Advertisement 20 40

4 Discount 04 08

TOTAL 50 100

INFERENCE

From the above table it is inferred that 40 % in Advertisement, 23% of customer wants theproduct to improve externally in the field of Transportation, 20% in Marketing and 08% ofcustomer prefer Discount.

CHART NO: 5.11

The Area the product to Improve Externally

TABLE NO: 5.12

Satisfaction level in Transportation Facility

S.No Satisfaction in LevelTransportation

No of respondents Percentage ofrespondents

1 Highly satisfied 15 30

2 Satisfied 22 44

3 Dissatisfied 13 26

TOTAL 50 100

INFERENCE

From the above table it is inferred that the satisfaction level of Customer in the transportationis 44% Satisfied, 26% Dissatisfied and 30 % highly satisfied.

CHART NO: 5.12

Satisfaction level in Transportation Facility


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TABLE NO: 5.13

Durability level of the Product

S.No Level of Durability No of respondents


1 Excellent 09 18

2 Good 21 42

3 Medium 15 30

4 Not bad 10 20

TOTAL 50 100

INFERENCE

From the above table it is inferred that the Durability of the tiles product preferred by thecustomer is 42% Good, 20% not bad, 30% Medium and 18 % Excellent.

CHART NO: 5.13

Durability level of the Product

TABLE NO: 5.14

Level of Satisfaction with the price of chemical

S.No Satisfaction in Level Price No of respondents Percentage ofrespondents

1 Highly satisfied 15 30

2 Satisfied 15 30

3 Dissatisfied 20 40

4 TOTAL 50 100

INFERENCE


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From the above table it is inferred that the satisfaction level in Price preferred by thecustomer 40% Dissatisfied,30 % is satisfied, and 30% highly satisfied.

CHART NO: 5.14

Level of Satisfaction with the price of chemical

TABLE NO: 5.15The Reason for the product attractiveness

S.No Attractiveness No of respondents Percentage of respondents

1 Designs 17 34

2 Colour 15 30

3 Product availability 09 18

4 Low Cost 09 18

TOTAL 50 100

INFERENCE

From the above table it is inferred that the Attractiveness level in minds of customer is 34%Designs, 30 % Colour,18% Low cost , and 18 % Product availability.

CHART NO: 5.15

The Reason for the product attractiveness

TABLE NO: 5.16

Duration of usage of the aruchem chemical product


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S.No Duration of using the product No of respondents


1 2Years 10 20

2 3 Years 25 50

3 4 Years 15 30TOTAL 50 100

INFERENCE

From the above table it is inferred that 20% of the customers are using the products for 2years, 50 % of customers for 3 years and 30% for 4 years.

CHART NO: 5.16

Duration of usage of the aruchem chemical product

TABLE NO: 5.17

Still Sticking to the Product

S.No Still using the product No of respondents


1 Yes 35 70

2 No 15 30

TOTAL 50 100

INFERENCE

From the above table it is inferred that 70% of the customers are still sticking to the samechemical product and 30% of the customers are shift to other products.

CHART NO: 5.17

Still Sticking to the Product


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TABLE NO: 5.18

Level of Suggestion to Friends to utilize the aruchem chemical product

S.No Development of career opportunity No of respondents


1 Yes 23 46

2 No 27 54TOTAL 50 100

INFERENCE

From the above table it is inferred that 46% of the customer say they will suggest theirfriends and another 54% of the customer say that they wont suggest their friends.

CHART NO: 5.18

Level of Suggestion to Friends to utilize the aruchem chemical product

TABLE NO: 5.19

CHI-SQUARE TABLE:

OBSERVED FREQUENCY:


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EXPECTED FREQUENCY:

Durability of the product

Qualityof the

product

2 year 3 year 4 year Total

Excellent 3 7.5 4.5 15

Good 3.8 9.5 5.7 19

Medium 1.6 4 2.4 8

Not bad 1.6 4 2.4 8

Total10 25 15 50

TABLE NO: 5.21

QUALITY OF PRODUCT VS DURABILITY OF PRODUCT

Solution:-

H0: There is significant difference between quality of the product and durability of the product

Durability of the product

Qualityof theproduct

2 year 3 year 4 year Total

Excellent 1 7 7 15

Good 5 11 3 19

Medium 2 2 4 08

Not bad 2 5 1 08

Total 10 25 15 50


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H1: There is no significant difference between quality of the product and durability of theproduct.

15*10A= --------- = 3

50

25*15B= ---------- = 7.5

50

15*15C= ---------- = 4.5

50

10*19D= ---------- = 3.8

5025*19E= --------- = 9.5

50

15*19F= ---------- = 5.7

50

10*08G= ---------- = 1.6

50

10*19H= ---------- = 4

5015*08

I= --------- = 2.450

10*08J= ---------- = 1.6

50

25*08K= ---------- = 4

50

15*08L= ---------- = 2.4

50


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O E (O-E) (O-E)2 (O-E)2

E

1 3 2 4 1.33

7 7.5 -0.5 0.25 0.037 4.5 2.5 6.25 1.39

5 3.8 1.2 1.44 0.38

11 9.5 1.5 2.25 0.24

3 5.7 -2.7 7.29 1.28

2 1.6 0.4 0.16 01

2 4 -2 4 1

4 2.4 1.6 2.56 1.067

2 1.6 0.4 0.16 0.1

5 4 1 1 0.25

1 2.4 -1.4 1.96 0.82

TOTAL 7.99

Formula:-

(O-E) 2

X2 = -------------E

X2 = 7.99DF = (C-1) (R-1)

DF = (3-1) (4-1)DF = 6Level of signification = 5%DF = 6, 0.05Table value DF = 12.57DF < X2

12.57 < 7.99

Result:H0 is accepted. So there is significant difference between quality of the product and durability

of the product.

CHAPTER VI


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FINDINGS OF THE STUDY: It is inferred that 16% customer were preferred their capital to be 15 lakhs,

54%preffered 10 Lakhs and 30% preferred 5 lakhs.

It is inferred that 46 %the respondents identify the product through Media, 24 %identify through friends and 30% through Builders.

It is inferred that 6%of customer chooses daily, 14 % customer prefers weakly, 42%

customer prefers monthly and 38% customer prefers yearly.

It is inferred that 54% respondents bought the goods for rupees 15000, 30% bought

for rupees 10000 and 16% bought for rupees 20000.

It is inferred that 62% respondents the price limit is not ideal

And 38 % preferred that its ideal.

It is inferred that 6% respondents for less than 3 months, 12% respondents for less

than 6 months, 30% respondents for less than 1 year, 24% respondents for less than 3

year, 18% respondents for less than 5 year and 10% respondents for more than 5 year.

It is inferred that 34% of people use the products in very satisfied, 40 % in somewhat

satisfied, 10% in either satisfied or dissatisfied, 12% in somewhat dissatisfied and

04% in very satisfied.

It is inferred that 40% respondents for much better, 30% respondents for somewhat

better, 10% respondents for about the same, 14% respondents for somewhat worse,

04% respondents for much worse and 02% respondents for I dont know.

It is inferred that 38% of people suggest that the satisfaction level in quality is good,

30% of people suggest as Excellent, 16% as not bad and 16% as Medium.

It is inferred that the 42% customer preferred the satisfaction level in availability as

Good, 24% as Medium ,22 % as Excellent and

12 % as not bad.

It is inferred that the 44%of the people suggest that the product have to improve

internally in Material, 30 % in Size 24 % in Colour and

02% in shape.

It is inferred that 40 % in Advertisement, 23% of customer wants the product to

improve externally in the field of Transportation, 20% in Marketing and 08% of

customer prefer Discount.

It is inferred that the satisfaction level of Customer in the transportation is 44%

Satisfied, 26% Dissatisfied and 30 % highly satisfied.


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It is inferred that the Durability of the tiles product preferred by the customer is 42%

Good, 20% not bad, 30% Medium and 18 % Excellent.

It is inferred that the satisfaction level in Price preferred by the customer 40%

Dissatisfied, 30 % is satisfied, and 30% highly satisfied.

It is inferred that the Attractiveness level in minds of customer is 34% Designs, 30 %

Color, 18% Low cost, and 18 % Product availability.

It is inferred that 20% of the customers are using the products for 2 years, 50 % of

customers for 3 years and 30% for 4 years.

It is inferred that 70% of the customers are still sticking to the same chemical product

and 30% of the customers are shift to other products.

It is inferred that 46% of the customer say they will suggest their friends and another

54% of the customer say that they wont suggest their friends.

There is significant difference between quality of the product and durability of theproduct.

CHAPTER VII

6.1 SUGGESTIONS AND RECOMMENDATIONS


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The price can be reduced by preparing the BX material by their own instead of importing itfrom the main branch.

The company can introduced more quality and power according to the need of the customers.

They should increase their concentration on the price of the products.

The rate of sales of the chemical product can be increased by producing the chemical productat cheaper rate with the same quality level when compared with the competitors price limit.

6.2 CONCLUSION

In todays knowledge based market, consumers are expecting more from the marketers. With

increased change in needs and expectation of the consumers, the marketers need to be in

close contact with the customers to learn their needs and satisfy them with their needs for the

products success.

From the study on the consumer behavior for the ARUCHEM chemical of CHEMICAL

Industries Pvt Ltd. It was found that the concern has to produce more tiles of cheaper cost

with more designs & quality comparing with other manufacturers. Therefore the concern has

to concentrate more on producing Aruchem chemical product with more added features

preferred by the consumers. On far with the chemical the producer has to stick on to the

quality preferred by customers.

To conclude, the study explores the market condition of the product and it infers a good will

among the consumers and it has to focus the areas where the customer has to be fulfilled.

CHAPTER VIII

8.1 LIMITATIONS OF THE STUDY

The study is based upon small populations like 50 samples within the chennai region.


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The time duration of the study is more than the expected.

The study only based on customer satisfaction level based on the Aruchem chemical product

produced by the CHEMICAL Industries Pvt. Ltd.

8.2 SCOPE FOR THE FURTHER STUDY

The project throws light on the need for Customer satisfaction level so as to carry out the

organizational good in a perfect manner.

The project was developed based on benefits of customer satisfaction level towards the

product.

It will be helpful for the Management to identify the needs and wants customers and to take

decision to promote their business operation.

This project can be base for the students who are doing the project in the related area and to

the organization in viewing the worth of the customer satisfaction level.

ANNEXURE I

BIBLIOGRAPHY

BOOKS:

Kothari, C.R., Research Methodology Methods and Techniques


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WEB SITES

www.google.com

www.ask.com

www.about.com

www.search.yahoo.com

CUSTOMER SATISFACTION

QUESTIONNAIRE

Name :

Age :

Gender :

Location :
http://www.google.com/http://www.ask.com/http://www.about.com/http://www.search.yahoo.com/http://www.google.com/http://www.ask.com/http://www.about.com/http://www.search.yahoo.com/


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1. Total Budget you spent for the Project (Premises)?

a. 5, 00,000 b. 10, 00,000 c. 15, 00,000

2. Who referred you to Aruchem chemical product?

a. Media b. Friends c. Builders

3. How frequently do you use our product?

a. Daily b. weakly c. monthly d. yearly

1. a. For what price you have bought the chemical product?

a. 10,000 b. 15,000 c. 20,000

b. Do you suggest its ideal price for that product?

a. Yes b. No

2. How long have you use our product?

Less than 3 months ( )

At least 3 months but less than 6 month ( )

At least 6 months but less than 1 year ( )

At least 1 year but less than 3 year ( )

At least 3 year but less than 5 year ( )

At least 5 year or more( )

1. What is your level of satisfaction with our product / service?

5 very satisfied ( )

4 somewhat satisfied ( )

3 neither satisfied or dissatisfied( )

2 somewhat dissatisfied ( )


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1 vey dissatisfied ( )

1. What is the satisfaction level of our product with that competitor company

product?

Much better ( )

Somewhat better ( )

About the same ( )

Somewhat worse ( )

Much worse ( )

Dont know ( )

1. Please select the satisfaction level of aruchem chemical product quality?

a. Excellent b. Good c. Medium d. Not bad

2. Please select the satisfaction level of aruchem chemical product availability?

a. Excellent b. Good c. Medium d. Not bad

3. Suggest, on which area the products have to improve internally?

a. Material b. Colour c. Size d. Shape

4. Suggest in which area the product have to improve externally?

a. Marketing b. Transportation c. Advertisementd. Discount

5. Are you satisfied with the transportation facility?

a. Highly Satisfied b. Satisfied c. Dissatisfied

6. Select the Durability level of the product?

a. Excellent b. Good C. Moderate d. Not bad


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7. Are you have satisfied with the price?

a. Highly Satisfied b. Satisfied c. Dissatisfied

8. What make the product more attractive?

a. Designs b. Colour c. Product availability d. Low Cost

9. How long you are using aruchem chemical product?

a. 2 years b. 3 years c. 4 years

10. Are you still sticking to the product?

a. Yes b. No

11. Will you suggest your friends to utilize aruchem chemical product?

a. Yes b. No

a study on customer satisfactio1

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