customer satisfaction

CHAPTER I

INTRODUCTION TO THE STUDY

1.1 INTRODUCTION

DEFINITION OF CUSTOMER SATISFACTION:

Because the concept of customer satisfaction is new to many companies it is

important to be clear on exactly what is meant by the term. Customer satisfaction is

he state of mind that customers have about a company When their expectations have

been met or exceeded over the life time of the product or service. The achievement of

customer satisfaction leads to company loyalty and product repurchase. There are

some important implications of this definition.

Because customer satisfaction is a subjective, non quantitative state,

measurement would not be exact and will require sampling and statistical analysis.

Customer satisfaction measurement must be undertaken with an understanding of the

gap between customers expectations and attribute performance perceptions.

“Satisfaction” itself can refer to a number of different facts of the relationship with a

customer. For example, it can refer to any or all of the following.

Satisfaction with the quality of a particular product or service.

Satisfaction with an ongoing business relationship.

Satisfaction with the price-performance ratio of a product or service.

Satisfaction because of a product/service met or exceeded the

customers expectations.

Each Industry could add to this list according to the nature of the business and

specific relationship with the customer.

1

CUSTOMER AND HIS NEEDS

Broadly a customer can be defined as a user or a potential user of a companies

product or its services. So defined, customer would obviously be the consumer of the

company’s product.

Identification of customer should be followed by identification of his needs.

The process of fulfilling customer needs so identified would necessitate tailoring

company’s products and services to what the customers wants, rather than making

him helplessly accept whatever the company can provide.

Designing products and services to suit the requirements of customers is one

part of the story. The other part is good delivery, because bad delivery of a perfectly

designed product or service is as disastrous as perfect delivery of a badly conceived

product or service. Bother are indicative of poor marketing. Good product or service

do not automatically or necessarily lead to customer satisfaction. In the present times

customer’s satisfaction is what matters. Or, should matter. Meaningful appraisal of

customer satisfaction is an essential activity of a company.

2

1.2 OBJECTIVES OF THE STUDY

THE MAIN OBJECTIVES ARE

To analyse the customer satisfaction towards consuming Elgi Ultra Table Top

Grinders.

To find out the effectiveness of After Sales Service.

To analyse the factors that influence the customers to prefer Elgi Ultra

Grinders over other brands.

To identify the salient features of Elgi Ultra Table Top Grinders.

To suggest improvement in the quality of customer service.

1.3 NEED AND SCOPE OF THE STUDY

3

This study will help the ELGI ULTRA COMPANY to know about the

customer satisfaction level and to improve the business prospects and After Sales

Service.

4

1.4 LIMITATIONS OF THE STUDY

The scope of the survey is limited to Coimbatore city only, due to constraints

on accessibility and time.

Secondary data has been used in the project. The reliability of such data

cannot be very much vouchsafed for.

5

1.5 RESEARCH METHODOLOGY

RESEARCH

Research is defined as scientific and systematic search for pertinent

information on a specific topic. Research is an art of scientific investigation. The

advanced learner’s dictionary of current English lays down the meaning of research

as” a careful investigation or inquiry especially through search for new facts in any

branch knowledge.

For conducting the market study, an appropriate methodology is to be adopted.

The sources available and the means that should be adopted to acquire the needed

information should be found out.

RESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring

the required information. It is the overall operation pattern of the project that

stipulates what information is to be collected from which source and by adopting what

procedures. The most useful method to find out the level of consumer satisfaction is

to interview the common buyer. To be more precise in gathering the data a

questionnaire was supplemented by personal interview. Opinion gathering,

discussion and personal interview were also adopted to collect the data. The

questionnaire covered all relevant aspects for the study and taken into account factors

like literate and ill-literate customers.

SAMPLE STUDY

The student has collected a total sample size of 110 respondents from

Coimbatore city. The respondents were the users of Elgi Ultra Table Top wet

grinders. The addresses of the users of the Elgi Table Top Grinders were collected

from the dealers of Elgi Products.

6

PILOT STUDY

The questionnaire framed was pre-tested by a pilot study covering about 10%

of the total respondents. After that certain modifications and inclusions were made in

the questionnaire so as to make the study more effective. The modified questionnaire

was then issued to all the respondents. More questions were asked then and there

during personal interview.

METHOD OF DATA COLLECTION

The student has collected primary data with the help of direct questionnaires.

both open ended and closed ended questions are included in the questionnaire.

7

CHAPTER - II

REVIEW OF LITERATURE

International Journal Service And Services And Standards Issue: V013 No

112007 P.No 39-63[1999]

“Micro and macro analysis of service in India to capture the potential market.

In India more than 55 million cars are generating Rs.100000 million per year. Hence

this paper focused on understanding whether the Indian car service industry has

considered servicing as a line of business. To carry analysis of questionnaire survey

was conducted reliable service is most important four wheeler services in India to

capture the market”.

Customer loyalty, a literature review & analysis

Working Group -Marketing Strategies & Consumer Policy

Paper prepared by: Jacques Rossat (CH), Jan Larsen (NO), Drahomir Ruta

(CZ),Manfred Wawrzynosek (PL)

It emerges from market research studies that price is the main driven criteria

of customer’s needs and wants but it would be hasardous to only take into account

this aspect. It clearly arises from a number of studies that customers are very sensible

to the quality of services (reliability, simplicity, guarantees, etc). Therefore, it is

worthwhile for marketers to explore the range of services that can be developed in

view to meet customer’s needs.

Customer satisfaction review ( 1996 ) .

BY Fornell Claes. Johnson Micheal .D, Anderson Eugene

The Hindu , February 10,2010 by Hema swaminathan

High level of satisfaction will produce increased customer loyalty

Anticipation customer need can drive innovation.

Companies fail to realise that if employees are freed from the pressure of bringing

out big ideas, they can actually come up with small but effective innovations which

may give rise to new product or serivce that can change the business for better.

8

Customer Satisfaction Fables By Dawn Iacobucci, Kent Grayson and Amy

Ostrom July 15, 1994

Do customers judge service on the core offering (e.g., the plane flight) or on

the supplemental “frills” (e.g., the movie and meal during the flight)? The authors

point out that the concept of customer satisfaction is nothing more than good

marketing, something companies should have been striving for all along.

Avoiding the Customer Satisfaction Rut

By Fredrik Dahlsten

July 15, 2003

Companies must move beyond merely fixing what has “gone wrong” to

developing what will “go right” by refocusing on the actual customer experience.

9

CHAPTER III

INTRODUCTION ABOUT THE COMPANY

This project work titled “Customer satisfaction towards Elgi Ultra Table Top

Grinder” has been carried out to assess the level of satisfaction towards consuming

the Elgi Ultra Table Top Grinder. Now a days, wet grinder is an essential domestic

appliance needed in every home. Many companies having introduced many types of

grinders, (conventional, Tilting and Table Top Grinders). Elgi Ultra Ltd., is a pioneer

in introducing Table Top Grinders in our country.

In 1992 the company commenced manufacture of Table Top Grinders and

introduced, two models i.e. Ultra+ and Ultra Pride. Elgi Table Top Grinders are

exported to various countries in the world. Presently there are many competitors in

the market. Elgi Ultra Table Top Grinder is a multipurpose product.. Even though

many brands have come into the market, Elgi Ultra stands No.1 among the

competitors. In the 1990’s, many companies realized the importance of being

customer oriented. Most of the companies designed their products without customer

inputs, only to find they rejected in the market and most of the companies forget the

importance of after sales service, only to loose them to competitors later.

Competition is not between companies but rather the whole net work of customers,

employees, suppliers, retailers etc. Prize goes to the company that has built better net

work. Perhaps the most distinctive professional marketers is the ability to create,

maintain and enhance brands. A brand is essentially a sellers promise to consistently

deliver specific set of features, benefits and services to the buyers. The best brands in

the market are those which convey a guarantee of quality.

The combined annual business of the Company is in excess of Rs.4 billion and

employees close to 2400 people. Elgi Ultra Industries Ltd., an ISO 9001-2000

Company started its operations in the year 1983. It currently manufactures products

for different Industries, which includes consumer durables, textile accessories, Drip

Irrigation System, Plastic extruded components, horns, wipers, Industrial fabrics and

rubber molded components. The annual business is about Rs.410 million and

employees close to 200 people.

Quality policy of the company is to achieve customer satisfaction by fulfilling

the commitments and providing reliable products and services.

10

ELGI ULTRA INDUSTRIES LIMITED

Formerly ELGI POLYTEX LIMITED belongs to a reputed ELGI Group of

Companies based at Coimbatore, which had its genesis in the early 1900s. The

beginnings of the group were primarily in the transportation sector and progressively

by virtue of the experience in the automotive business, a further diversification was

made into manufacture of garage and service station equipments With this foundation

the group has now networked into a wide range of products relating to only

automotive products but also other industries .One such venture primarily to cater to

the textile industry is ELGI ULTRA INDUSTRIES LIMITED.

OBJECTIVES OF THE COMPANY

To achieve customer satisfaction by fulfilling its commitments.

To provide reliable products and services.

This will be achieved through

Customer centric focus in all activities.

Continual improvements in system and work methods.

Compliance with statutory requirements.

Ensuring fair and ethical practice.

11

3.2 PRODUCTS OF ELGI ULTRA INDUSTRIES LIMITED

INDUSTRIAL PRODUCT DIVISION

ELGI ULTRA INDUSTRIES LTD was incorporated in the year 1981 to

manufacture RAPPTEX type of Loom parts (rubber products reinforced with

fabric) in collaboration with Verseidag Beltech AG, Switzerland.

Through its own internal efforts, ELGI ULTRA INDUSTRIES LTD., developed

Spindle tapes. This was a pioneering effort in the Indian Market and by virtue of

total dedication to service final and sales later, a leadership position was obtained.

This effect is continuing even today.

The Company using their expertise gained in moulding of rubber good reinforced

with fabric, has gone in for supply of Moulded rubber products, etc., all purely

meant for exports to European countries.

The Company during 1989-90 has started Plastic Division to manufacture Nylon

Tubes, PU tubes, LDPE tube, HDPE Pipes, LDPE Semi Embossed film, etc., for

various applications including Pneumatic valves, automobiles and tyre industry.

CONSUMER PRODUCTS (ULTRA) DIVISION

During the year 1994-95, ELGI ULTRA INDUSTRIES LTD., has taken

over the wet grinder business and the grinder is unique in many respects namely,

tabletop model, weighing 17 kgs. With a unique patented conical grinding stones for

grinding batter which keep the batter fresh for more than 2 to 3 days. This is being

marketed in two models namely, 2 ltrs (GRIND +) and 1.25 ltrs. (PRIDE +) with

optional attachments such as Atta Kneader and Coconut Scraper, which receives

12

support, not only domestic but also exports. We have also specifically designed

grinders with 110V capacity to meet the needs of the US market.

The Company which was started primarily to cater Textile Industry now caters

the needs of not only the Textile Industry but also include Industrial customers like

paper, tyre engineering and host of other industries besides marketing of Wet

Grinders.

13

BRIEF WRITEUP ABOUT THE PRODUCTS MANUFACTURED

SYNTHETIC SPINDLE TAPES

The spindle tapes are made of rubber and fabric. The fabric after being coated

by rubber, is cut into required sizes. The coated fabric so cut into different lengths an

widths are called as spindle tapes. The width of the spindle tapes varies from 10mm to

25mm and the thickness of the fabric is 0.53mm and the rubber thickness is 0.05mm.

It is mainly used in Textile machinery frames to rotate the spindles.

LOOM COMPONENTS:

Loom Components are used as parts of weaving looms. It is made with fabric

coated with rubber solution made with synthetic rubber, solvents and chemicals. The

coated fabric is cut into various sizes and subsequent operations of rolling, winding

and forming follow to attain the particular shape of the end product. The preformed

products are then finally moulded into specific shapes.

HIGH PRESSURE PLASTIC HOSES & TUBES:

Different types of plastic granules are heated in an oven and then fed into an

extruder and are drawn into pipes of various sizes. These pipes on coming out from

the extruder is being subjected to printing the brand name of our Company by a

printing machine and then wound into specific lengths depending upon the customers

requirement. These pipes are used for pneumatic applications, in automobiles and as

main line and subline for conveying water in drip irrigation systems.

DRIP IRRIGATION SYSTEM

This system consists of various equipments linked together and usually

includes:

i. A control station (mesh filters, fertiliser injectors, metering valves, non-

return valves, pressure regulators, pressure gauges, air vents, etc.)

ii. An underground network (distribution lines and branch lines which carry

the water from the control station to the irrigation zone) and :

iii. A surface network (dripper lines incorporation the drippers).

The underground and surface network consists of main line and subline pipes.

The pipes used for mainline and sub mainline are PVC pipes and that of the lateral

pipes (surface network) is LDPE pipes.

We manufacture LDPE pipes and some equipments in our factory but buy

from outside PVC pipes and fittings and some other components. As it is not possible

14

to manufacture all the items that go into the Drip Irrigation System as they are of

different types and it may not be viable to manufacture all the items. Value wise

LDPE and PVC pipes constitute approximately 30% and 40% of the total value of the

system.

The entire system is sent from our factory as separate equipments through our

dealers, i.e., LDPE pipes, PVC PIPES, Filters, Drippers, Connectors, End block,

pressure gauge, etc., then the assembly is done at the field like laying the pipes, fitting

the drippers in the pipes and installing the filter and other equipments depending upon

the field conditions and crop requirements.

INDUSTRIAL FABRICS

Nylon yarn is procured from manufacturers and the same is loaded into the

Twisting machine to convert the flat yarn to twisted yarn in cones. The twisted yarn

in cones is used for both warp and weft Warping machine is being used to load the

yarn in cones, into the beams in the machine, the process is called sectional warping.

Then the yarn in the warping machine beams will be loaded in the looms for weaving.

The yarn in the cones is also wound in the pirns by using winding machine. Then the

pirns will be loaded in the looms for weft filling.

FLAT BELTS:

The fabric is calendared with rubber and cured in the press. The rubber is

specially compounded in the factory to obtain the required properties. The layers of

polyamide coated with special glues are laminated and top layer and bottom layer of

fabric and rubber or leather are then pressed, heated and cured using he fully

automatic press. The material thus obtained is slit, skived, and joined to make endless

Flat Belts ready for use in mechanical drives. The belts are high energy efficient

belts. The end use of flat belts is to transmit power from Motor to machinery.

RUBBER MOULDED COMPONENTS

ELGI ULTRA INDUSTRIES LTD., manufactures Precision Rubber Moulded

parts, metal bonded rubber moulded components, fabric canvas reinforced rubber

moulded parts, which are used in the field of automobile, lift, engineering, textile and

processing industries. The Company also has an inhouse toolroom to produce moulds

and dies and thereby have the capacity to produce rubber components to suit the

customers’ specifications and drawings.

15

AIR HORNS AND PNEUMNATIC WIPERS

The Company also manufacture Air Horns and Pneumatic Wipers used in

Light Commercial Vehicles, Heavy Commercial Vehicles and Railway

Locomotives.

L.D.P.E. SEMI EMBOSSED FILM

ELGI ULTRA INDUSTRIES LTD., manufacturers Semi Embossed Film

used as a liner material in the Rubber Industry.

Semi Embossed film is manufactured with 100% Low Density Polyethylene.

The raw material is extruded and cast on the embossed roll and cooled. This process

enables the film to retain the emboss on the film even when subjected to high

temperature and stretch during calendaring.

ELGI ULTRA INDUSTRIES LTD., can produce film of any colour and

specification as per the requirement of the customer confirming to the following:

Standard colours are Milky white, Yellow, French Blue, Red and Natural.

However any other colour as per customers requirement can be supplied subject to a

minimum order of 1000 kgs.

The minimum base thickness that can be produced is 40 microns and the

maximum is 150 microns. The minimum embossed thickness that can be produced is

110 microns and the maximum is 220 microns. The maximum width that can be

produced is 1200 mm.

The diamond shaped embossing in the film helps in the easy removal of air

between the film and the rubber while calendaring resulting in the easy and distortion

free removal of the film from the rubber. The film is used as a liner to the calendared

rubber to retain the properties of rubber and also to prevent dust and other foreign

matters from sticking to the rubber while calendaring and during storage before taken

for further processing.

Semi embossed film is used by Tyre manufacturers, Tread and Bonding Gum

manufacturers, Conveyor Belt manufacturers and other Rubber Coated fabric

manufacturers.

16

TABLE TOP WET GRINDERS

The Unique type of grinders that is marketed by ELGI ULTRA INDUSTRIES

LTD.,have new features like conical grindstones (Patent registered) that reduce heat

due to friction, smooth running of the motor,path of least resistance and flawless

weight balance. All of which work together to keep the batter fresh. The compact

size of the stainless steel drum facilities direct storage in the refrigerator.

Other improved features include international design, noiseless, vibration free

running, amazingly easy operation and maintenance, soft touch switch and a fully

rotating handle. Accessories like coconut scraper, kneader, etc., come at an additional

cost. Modern living has many conveniences. Ultra pride+is the latest among them it

helps make terrific idlis and dosas and ensures that grinding is never a sour experience

again.

This is being sold in two models with a capacity of 2 liters.(ULTRA

GRINDER +)and 1.25 liters (ULTRA PRIDE+).

The company has also got ISO certification in the year 2003

17

CHAPTER -IV

ANALYSIS AND INTREPRETATION

TABLE NO – 4.1

TABLE SHOWING EDUCATIONAL QUALIFICATION OF RESPONDENTS

S. NOEDUCATIONAL

QUALIFICATION

NO. OF

RESPONDENTS

PERCENTAGE

(%)

1 Sslc/Hsc 7 6

2 Diploma/ Degree 53 48

3 Post Graduate 35 32

4 Illiterate 9 9

5 Others 6 5

TOTAL 110 100

INTERPRETATION:

From the above table we are able to know about the educational status of the

respondents. 48% of the respondent are diploma/Degree, 32% of the respondent are

post graduation, 9% of the respondent are illiterate, 5% belong to the other category.

INFERENCE

Therefore the group under Diploma/Degree educated people are well aware

about the ELGI ultra table top grinders.

18

CHART NO – 4.1

CHART SHOWING EDUCATIONAL QUALIFICATION OF RESPONDENTS

19

TABLE NO – 4.2

TABLE SHOWING MONTHLY INCOME LEVEL OF RESPONDENTS

S. NO

RANGE OF

MONTHLY

INCOME

NO. OF

RESPONDENTS

PERCENTAGE

(%)

1 Below Rs. 6000 6 6

2Between Rs. 6001 to

Rs. 1000120 18

3Between Rs. 10001

to Rs. 2000144 40

4 Above Rs. 20001 40 36

TOTAL 110 100

INTERPRETATION:

From the above table 40% of the respondent’s income level is Between Rs.

6001 to Rs. 10001, 36% of the respondent’s income level is above Rs. 20001, 18% of

the respondent’s have income from between Rs. 6001 to Rs. 10001and 6 % of the

respondent’s have income below Rs.6000 .

INFERENCE

Majority of the respondents are earning in the range of monthly income of

Rs.10001 -Rs.20001.

20

CHART NO – 4.2

CHART SHOWING MONTHLY INCOME LEVEL OF RESPONDENTS

21

TABLE NO.4.3

TABLE SHOWING OCCUPATIONAL STATUS OF RESPONDENTS

S. NOOCCUPATIONAL

STATUS

NO. OF

RESPONDENTS

PERCENTAGE

(%)

1 Industrial Labour 10 9

2 Private/Public Sector 36 33

3 Government Employee 25 23

4 Professional Employee 12 10

5 Teaching Profession 9 8

6 Business Men 16 15

7 Others 2 2

TOTAL 110 100

INTERPRETATION:

From the above table we are able to know about the occupational status of the

customers. From that 33% of the respondent are Private/Public Sector, 23% of the

respondent are Government Employee, 15% of the respondent are Business Men,

10% of the respondent are Professional Employee, 9% of the respondent are

Industrial Labour ,8% are teaching professional and 2% of the respondent belong to

the other category.

INFERENCE

Majority (33%) of the respondent’s belong to private/public sector employees.

22

CHART NO – 4.3

CHART SHOWING OCCUPATIONAL STATUS OF RESPONDENTS

23

TABLE NO - 4.4

TABLE SHOWING THE NUMBER OF CUSTOMERS WHO OWN OTHER

MODEL OF GRINDERS BEFORE BUYING ELGI ULTRA TABLE TOP

GRINDER

S. NO RESPONSENO. OF

RESPONDENTS

PERCENTAGE

(%)

1 YES 53 48

2 NO 57 52

TOTAL 110 100

INTERPRETATION:

From the above table we conclude that 51% of the respondents did not own

grinders of other brands before using Elgi Ultra Table Top Grinder and 48% of the

respondents owned grinders before using Elgi Ultra Table Top Grinder.

INFERENCE

Majority (52%) of the respondents did not own any type of grinders.

24

CHART NO – 4.4

CHART SHOWING THE NUMBER OF CUSTOMERS WHO OWN OTHER

MODEL OF GRINDERS BEFORE BUYING ELGI ULTRA TABLE TOP

GRINDER

25

TABLE NO - 4.5

TABLE SHOWING THE TYPE OF MODEL USED BY THE

RESPONDENTS BEFORE THEY OWNED ELGI ULTRA

S. NO MODEL USEDNO. OF

RESPONDENTS

PERCENTAGE

(%)

1 Conventional Type 19 36

2 Tilting Type 21 40

3 Table Top Type 13 24

TOTAL 53 100

INTERPRETATION:

The above table indicates that 40% of the respondents owned tilting type of

grinders. 36% of the respondents had owned Conventional Type, and 24. % of

respondents had owned table top grinders before they bought Elgi Ultra Grinders.

INFERENCE

Majority of the respondents (40%) owned Tilting Type Grinders before they

purchased Elgi Ultra Grinder.

26

CHART NO – 4.5

CHART SHOWING THE TYPE OF MODEL USED BY THE

RESPONDENTS BEFORE THEY OWNED ELGI ULTRA

TABLE NO – 4.6

27

TABLE SHOWING THE LEVEL OF SATISFACTION OF THE

RESPONDENTS ABOUT (ELGI ULTRA TABLE TOP GRINDERS)

S. NOSATISFACTION

LEVEL

NO. OF

RESPONDENTS

PERCENTAGE

(%)

1 Satisfied 61 55

2 Highly Satisfied 27 25

3 Neutral 18 16

4 Dissatisfied 4 4

TOTAL 110 100

INTERPRETATION:

The above table shows that 55% of the respondents are satisfied with Elgi

Ultra Table Top Grinder. 25% of the respondents are highly satisfied, 16% of the

respondents have neutral satisfaction, and 4% of the respondents are dissatisfied with

the Elgi Ultra table top grinders

INFERENCE

Majority (55%) of the respondents are satisfied with Elgi Ultra table top

Grinders.

CHART NO – 4.6

28

CHART SHOWING THE LEVEL OF SATISFACTION OF THE

RESPONDENTS ABOUT (ELGI ULTRA TABLE TOP GRINDERS)

29

TABLE NO – 4.7

TABLE SHOWING THE FREQUENCY OF USAGE OF ELGI ULTRA

GRINDERS BY THE RESPONDENTS

S. NOFREQUENCY OF

USAGE

NO. OF

RESPONDENTS

PERCENTAGE

(%)

1 Daily 3 3

2 Alternate Days 7 6

3 Twice a Week 57 52

4 Once a Week 39 35

5 Rarely 4 4

TOTAL 110 100

INTERPRETATION:

From the above table we could analyze that how often the customers use the

Elgi Ultra Table Top Grinder. It shows that 52% of the respondent use the grinder

twice a Week, 35% of the respondents use the product once a week, 6% of the

respondent use the product in alternative days, 4% of the respondents use it rarely 3%

of the respondents use the grinder daily

INFERENCE

Majority (52%) of the respondents frequently use the product twice a week.

30

CHART NO – 4.7

CHART SHOWING THE FREQUENCY OF USAGE OF ELGI ULTRA

GRINDERS BY THE RESPONDENTS

31

TABLE NO – 4.8

TABLE SHOWING THE FACTORS THAT MOTIVATED TO BUY ELGI

ULTRA GRINDERS

S. NOMOTIVATIONAL

FACTORS

NO. OF

RESPONDENTS

PERCENTAGE

(%)

1 Friends/Relatives 11 10

2 Manufactures/ Dealers 28 25

3Exhibition/

Demonstration25 23

4 Previous Users 27 25

5Advertisements in TV/

Newspapers19 17

TOTAL 110 100

INTERPRETATION:

From the above table we could analyze who and what inspired the buyer to go

in for Elgi Ultra Table Top Grinders. We have come to know that 25% of the

respondents bought the product through previous users, 25% of the respondents

bought this product because of manufacturers/dealers. 23% of the respondents were

prompted by exhibition/demonstration, 17% of the respondents were influenced by

advertisment, 10% of the respondents bought Elgi Ultra Table Top Grinders due to

influence by friends / relatives .

INFERENCE

Majority (25%) of the respondents were driven to buy Elgi Ultra Table top

Grinders due to sales promotional activities adopted by manufacturers/dealers.

32

CHART NO – 4.8

CHART SHOWING THE FACTORS THAT MOTIVATED TO BUY ELGI

ULTRA GRINDERS

33

TABLE NO - 4.9

TABLE SHOWING THE REASON TO PREFER BUYING ELGI ULTRA

TABLE TOP GRINDER OVER OTHER BRANDS

S. NO INSPIRATIONNO. OF

RESPONDENTS

PERCENTAGE

(%)

1 Quality 27 25

2 Aesthetic Design 35 32

3 Compactness 28 25

4 Company’s Reputation 12 11

5 Price 8 7

TOTAL 110 100

INTERPRETATION:

From the above table we could analyze which aspect prompted the buyer to

buy the Elgi Ultra table top Grinders over other brands It is known that 32%of the

respondents bought this product for aesthetic design, 25% of the respondents bought

this product for the quality ,25%of the respondents were inspired to buy this product

for its compactness, 11% of the respondents were inspired by the reputation of the

company, 7%of the respondents were influenced by the price of the Elgi Ultra

tabletop Grinders

INFERENCE

Majority (32%)of the respondents preferred to buy Elgi Ultra tabletop

grinders over other brands on account of its Aesthetic Design and appeal.

34

CHART NO – 4.9

CHART SHOWING THE REASON TO PREFER BUYING ELGI ULTRA

TABLE TOP GRINDER OVER OTHER BRANDS

35

TABLE NO - 4.10

TABLE SHOWING THE CUSTOMERS OPINION ABOUT THE OVERALL

PERFORMANCE OF THE PRODUCT (ELGI ULTRA TABLE TOP

GRINDERS)

S. NO OPINIONNO. OF

RESPONDENTS

PERCENTAGE

(%)

1 Satisfied 101 92

2 Dissatisfied 9 8

TOTAL 110 100

INTERPRETATION:

From the above table it is found that 92% of the respondents are satisfied with

the overall performance of Elgi Ultra Table Top Grinders, 8 % of the respondents are

dissatisfied.

INFERENCE

Majority (92%) of the respondents are satisfied with the overall performance

of Elgi Ultra Table Top Grinders.

36

CHART NO – 4.10

CHART SHOWING THE CUSTOMERS OPINION ABOUT THE OVERALL

PERFORMANCE OF THE PRODUCT (ELGI ULTRA TABLE TOP

GRINDERS)

TABLE NO – 4.11

37

TABLE SHOWING THE PERCENTAGE OF REGRET FOR HAVING

BOUGHT ELGI ULTRA TABLE TOP GRINDER

S. NO OPINIONNO. OF

RESPONDENTS

PERCENTAGE

(%)

1 YES 8 7

2 NO 102 93

TOTAL 110 100

INTERPRETATION:

From the above table we can observe that only 93% of the respondents have

not regretted having bought this product., 7% of the respondents have regretted for

having bought Elgi Ultra Table Top Grinders.

INFERENCE

Majority (93%) of the respondents have not regretted for buying Elgi Ultra

Table Top Grinders.

38

CHART NO – 4.11

CHART SHOWING THE PERCENTAGE OF REGRET FOR HAVING

BOUGHT ELGI ULTRA TABLE TOP GRINDER

TABLE NO – 4.12

39

TABLE SHOWING THE PERIOD OF USAGE OF THE PRODUCT

S. NO PERIODNO. OF

RESPONDENTS

PERCENTAGE

(%)

1 Less than 1 year 10 10

2 Between 1-3 years 25 23

3 Between3-5 years 29 26

4 More than 5 years 46 41

TOTAL 110 100

INTERPRETATION:

The above table indicates that 41% of the customers has used for more than 5

years , 26% has utilised its services for about 3 to 5 years, 23% has utilized it

between 1 to 3 years and 10% has used it for less than 1 years. From this we judege

that the grinder is able to run in good condition without any trouble for a period of

5 years, which indicates its realiability.

INFERENCE

Majority (41%) of the respondents period of usage of elgi ultra table top

grinders is more than five years

40

CHART NO – 4.12

CHART SHOWING THE PERIOD OF USAGE OF THE PRODUCT

TABLE NO – 4.13

41

TABLE SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP

GRINDER (REDARDING QUALITY)

S.NO QUALITY NO. OF RESPONDENTS PERCENTAGE (%)

1. POOR 3 3

2. AVERAGE 9 8

3. GOOD 60 55

4. VERY GOOD 21 19

5. EXCELLENT 17 15

TOTAL 110 100

INTERPRETATION:

From the above table 55% of respondent views that the quality of Elgi ultra

tabletop grinder is good, 19% of customers points that it is very good in quality, 15%

of the customers point out it as excellent, 8% of the customers points it is average,

and 3% of customers say it is poor. From this we could definitely say that the

quality of Elgi ultra tabletop grinder to be good. and worth owning.

INFERENCE

Majority (55%) of the respondents feel that quality of elgi ultra table top

grinders is good.

42

CHART NO – 4.13

CHART SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP

GRINDER (REDARDING QUALITY)

TABLE NO - 4.14

43


GRINDER

(REGARDING MAINTENANCE)

S.NO MAINTEANANCE NO. OF RESPONDENTS PERCENTAGE (%)

1. POOR 3 3

2. AVERAGE 9 8

3. GOOD 60 55

4. VERY GOOD 21 19

5. EXCELLENT 17 15

TOTAL 110 100

INTERPRETATION

The above table indicates that 55% of users its maintenance aspect as good,

19% say it as very good, 15% considers its maintanance as excellent, 8% give a

rating of average and 3% consider the maintainability to be poor. From these

ratings we can say that the maintainability of the grinder is easy and good.

INFERENCE

Majority (55%) of the respondents feel that maintenance of elgi ultra table top

grinders is good.

44

CHART NO – 4.14


GRINDER

(REGARDING MAINTENANCE)

45

TABLE NO – 4.15


GRINDER (REDARDING DURABILITY &PERFORMANCE)

S.NO DURABILITY &

PERFORMANCE

NO. OF RESPONDENTS PERCENTAGE (%)

1. POOR 1 1

2. AVERAGE 10 9

3. GOOD 73 66

4. VERY GOOD 24 22

5. EXCELLENT 2 2

TOTAL 110 100

INTERPRETATION:

From the above rankings in respect of its durability and performance about

66% considers it to be good, 22 % say it to be very good, 9% considers it to be

average, 2% considers it be excellent and 1% say it to be poor. From this we could

say that the over all performance and durability of the Elgi Table top grinder is worth

buying

INFERENCE

Majority (66%) of the respondents feel that durability& performance is good

in elgi ultra table top grinders.

46

CHART NO – 4.15


GRINDER (REDARDING DURABILITY &PERFORMANCE)

47

TABLE NO - 4.16


GRINDER (REDARDING ECONOMY POWER CONSUMPTION)

S.NO ECONOMY

POWER

CONSUMPTION


1. POOR 4 4

2. AVERAGE 27 25

3. GOOD 54 48

4. VERY GOOD 20 18

5. EXCELLENT 5 5

TOTAL 110 100

INTERPRETATION:

In the above table 48% of the owners have rated the grinders Power

consumption and Economy aspects as good, 25 % says it as average, 18% considers

it to be very good, 5% ranks it as excellent and 4% say it to be poor . From this we

could very well judge that the majority of the users consider the Elgi Ultra Table top

grinder as economical and preferable in respect of power consumption.

INFERENCE

Majority (48%) of the respondents feel that economy in power consumption

is good .

48

CHART NO – 4.16


GRINDER (REDARDING ECONOMY POWER CONSUMPTION)

49

TABLE NO – 4.17


GRINDER (REDARDING DESIGN ASPECT)

S.NO DESIGN

ASPECT


1. POOR 1 1

2. AVERAGE 9 8

3. GOOD 63 58

4. VERY GOOD 29 26

5. EXCELLENT 8 7

TOTAL 110 100

INTERPRETATION

From the above table we find that about 58% say its design aspect as good,

26% say it as very good, 8 % considers its design as average, 7% considers it to be

excellent and 1% of consumers rank it as poor. From this we could definitely say

that the design aspect of the Elgi Table top grinder is good.

INFERENCE

Majority (58%) of the respondents feel that design aspect is good .

50

CHART NO – 4.17


GRINDER (REDARDING DESIGN ASPECT)

51

TABLE NO – 4.18

TABLE SHOWING THE RANKING OF THE FOLLOWING

FACTOR I II III IV TOTAL RANK

USER FRIENDLY ASPECT 80 114 74 15 283 III

MULTIPLE UTILITY 152 102 34 21 299 II

AFTER SALES SERVICE 164 87 46 17 314 IV

AVAILABILITY OF SPARES

& ACCESSORIES

244 63 36 10 253 I

INTERPRETATION:

The above table shows the ranking of various factors in respect of Elgi Ultra

Table top grinder . From this we could come to know the customer’s ranking of the

product in respect of various factors . The consumer has given 1st rank Multiple

Utility to, 2nd rank to the After sales service provided by the company, 3rd rank to the

User Friendly Aspect and finally 4th rank to Availability of Spares &Accessories.

52

TABLE NO – 4.19

TABLE SHOWING THE ATTRIBUTES THAT INFLUENCE THE

INCREASE IN SALES OF (ELGI ULTRA TABLETOP GRINDER)

REGARDING PRICE

S.NO PRICE NO. OF

RESPONDENTS

PERCENTAGE

1. MOST PREFERRED I 14 13

2. PREFERRED II 64 58

3. OKAY III 20 18

4. PARTIALLY PREFERRED

IV

7 6

5. LEAST PREFERRED V 5 5

TOTAL 110 100

INTERPRETATION:

From the above table we can say that above 71% of the consumers consider

the price aspect of Elgi table top Grinder as good and worth buying the product.

About 30% of the buyers consider the price aspect to be costly.

INFERENCE

Majority (58%) of the respondents preferred the price for elgi ultra table top

grinder .

53

TABLE NO – 4.20



REGARDING DESIGN

S.NO PRICE NO. OF

RESPONDENTS

PERCENTAGE



3. OKAY III 45 50


IV

7 6


TOTAL 110 100

INTERPRETATION:

The above table show that 50% think its design aspect okay., 27% consider it

to be preferable, 23% say it is most proffered , While 6% partially preferred with its

design aspect and just 3% ranked it as least.

INFERENCE

Majority of the respondents (about 91%) indicated its design factor as very

important in sales increase.

54

TABLE NO – 4.21



REGARDING QUALITY

S.NO PRICE NO. OF

RESPONDENTS

PERCENTAGE



3. OKAY III 35 32


IV

14 13


TOTAL 110 100

INTERPRETATION:

The above table shows us that about 32% rank the Quality aspect of Elgi

table top grinder as okay, 28 % say its quality is most preferred , 26 % say its

quality to be preferable , while 13% of the respondents preferred its quality

partially, 1% noted as Least preferred.

INFERENCE

More than 86% of the respondents say that its quality aspect boosts

The sales of the grinder

55

TABLE NO – 4.22



REGARDIG ADVERTISEMENT

S.NO PRICE NO. OF

RESPONDENTS

PERCENTAGE



3. OKAY III 34 31


IV

13 12


TOTAL 110 100

INTERPRETATION:

The above table shows to what extent the advertisement factor boost the

sales figure 34% rank it as preferred, 31% say its as okay, 19% considers it as

most preferred . While 12% indicated partial preference ,4% indicates least

preference.

INFERENCE

Ranking of majority of the respondents indicates that advertisement plays a

major role in increase of sales promotion.

56

TABLE NO - 4.23



REGARDING PROMOTIONAL SCHEMES

S.NO PRICE NO. OF

RESPONDENTS

PERCENTAGE



3. OKAY III 31 28


IV

11 10


TOTAL 110 100

INTERPRETATION:

The above table indicates to what extent promotional schemes contribute to

the increase in the sale of Elgi Table Top grinder. 43% indictaed as preferred, 28 %

said it is okay, 16% said it is most preferred , about 10% has indicated it to be partial

preference and 3% preferred promotion schemes as least preferred.

INFERENCE

It could be decided that majority of the respondents (about 87%) indictaed

that promotional schemes played a fair role in sales improvement.

57

TABLE NO – 4.24



REGARDING BETTER AFTER SALES SERVICE

S.NO PRICE NO. OF

RESPONDENTS

PERCENTAGE



3. OKAY III 23 21


IV

16 15


TOTAL 110 100

INTERPRETATION:

The above table indicates to what extent Better After sales service factor

plays a role in sales increase. 36% ranked as most preferred, 26 % noted as

preferred, 21% said it is okay, while 15% indicated partial preference, just 2%

indicated least preference.

INFERENCE

It could be said that Better After Sales service attributably is ranked by

more than 83% of the respondents as an important factor in sales increase.

58

CHAPTER V

5.1 FINDINGS OF THE STUDY

Almost 80% of the customers are satisfied very much towards Elgi Ultra Table

Top Grinders. Only 4% of the customers are disappointed about the grinder.

93% of the customers did not regret buying Elgi Ultra Table Top Grinders.

Nearly 89% of the customers were very much satisfied about the quality of the

Elgi Ultra Table Top Grinders.

About 90% of the customers were very much satisfied with the performance and

durability of the Grinders.

About 83% of the Customers felt that the Advertisement aspect contributes very

much for the increase in he sales of the grinder..

82% of the consumers felt that the after sales service provided by the company

contributes to the sales promotional activity.

59

5.2 SUGGESSITIONS

More offers and discounts can be given to the customers to increase sales.

More service outlets may be opened in the major cities.

The advertisement materials such as hoardings may be put up at important

places.

Advertisement in TV channels may be brought in.

The usage of attachment products may be designed in a user friendly manner

and suiting the practical needs of the consumer.

60

5.3 CONCLUSION

A study is made to find out the level of satisfaction derived by the consumers

of ElgiUltra Table Top Grinders. It is found out that majority of the consumers are

satisfied if the quality, performance, durability and maintenance aspects of the

grinder. The area which the company has to improve upon is after sales service

provided to the customers. With the present Brand image, reputation of the company,

quality of the Elgi Table Top Grinders, future market for the product looks very

positive.

61

BIBLIOGRAPHY

BOYD Jr. west fall, stasch marketing research. Seventh edition. Richard D.Irwin

Inc Homewood, Illinois 1994.

Kress George, Marketing Research. Third Edition .Prentice HALL International

Englewood cliffs, New Jersey

Kinner, Thomas C: Taylor James. R. Marketing Research, An Applied Approach

Third Edition. MC Graw – Hill International Editions. Singapore 1987

Kothari C.R. Research Methodology, Methods & Techniques Wishwa

Prakashan .New Delhi 1994

The New Encyclopedia Britannica. 15 th edition , Micropaedia. Ready Reference .

Volume 6 p. 521.

62

customer satisfaction

Documents

customer satisfaction

identification of customer

quality of customer

process of fulfilling

companies product

good product

sales service

conceived product