A Study on Customer Satisfaction of b2b Market

8/3/2019 A Study on Customer Satisfaction of b2b Market

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INTRODUCTION

Agriculture in India has a long history, dating back to ten thousand years.Today, India ranks

second worldwide in farm output. Agriculture and allied sectors like forestry and logging

accounted for 16.6% of the GDP in 2007, employed 52% of the total workforce . and despite a

steady decline of its share in the GDP, is still the largest economic sector and plays a

significant role in the overall socio-economic development of India. As India is a agriculture

based country, hence the use of tractors and other farm equipments has a greater utility.

Hence the tractor Spare parts manufactures has a wide scope in the industry. The various

tractor manufacturing companies in India are HMT, Mahindra & Mahindra, TAFE, Indo farm, Punjab tractors ltd etc., and they are lot more of spare part manufactures which help these

companies to survive and one among those is Madhura Industries. In a competitive

marketplace where business compete for customers, customer satisfaction is seen as a key

differentiator and increasingly has become a key element of business strategy within

organisation. Customer satisfaction ratings can have powerful effects. They focus employees

on the importance of fulfilling customers expectations.

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INDUSTRY PROFILE

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INDUSTRY PROFILE

One third of worlds tractor production is in India. Total turnover 10,000cr, total investment

8000 cr. Employment of 28,000 people directly and 1,50,000 people indirectly. Tractor

population is 3,000,000 in india compared to 900,000 in china. The Tractor Manufacturers'

Association of India (TMA) is housed under The Confederation of Indian Industry (CII),

New Delhi. Though not all manufacturers are members TMA is recognized as the main trade

group representing the agricultural tractor industry in India. Rohtash Mal, Executive Director

& Chief Executive Officer of Escorts Ltd (Agri Machinery Group) is the current President of

TMA.

The UAE has long been known as a major supplier of automobile spare parts both within the

Gulf region as well as for Iran, CIS, Indian sub-continent and Africa. After witnessing a

depression recently, the automobile and spare parts industry in the country has once gain

recovered to its optimum level. However, the increase in demand for quality spare parts has

encouraged parallel imports into the country forcing leading automobile distributors andspare part companies to start a full-blooded campaign against illegal importers who operate

from neighbouring countries, particularly across the border in Oman. As a result of illegal

imports into the UAE, the major players in the local market have combined together to curb

the inflow of excessive supply of spare parts through illegal channels.

It has been estimated that almost 30 per cent of the demand for auto spare parts is being fed

by parallel imports from neighbouring countries. These pirated goods are preferred by buyers

as they are offered at heavily discounted prices. These illegal operators are able to beat the

local agents and distributors as they survive on low profit margins and high volumes. They

also do not pass on import tariffs and other additional expenses on to their customers in order

to maintain their low prices.

The rise of a sizable second-hand spare parts market has posed a further threat

to UAE-based spare parts dealers. This lucrative market has registered a

substantial growth in the last five years mainly because of the rising demandfrom East African countries and CIS. Though not all second-hand spare parts

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sellers in Dubai or Sharjah can provide the full range of used parts for all car models, but

these outlets are capable of providing nearly 90 per cent of such parts. In fact, some of the

second-hand spare parts outlets in Sharjah are reportedly selling parts of even 2011 models at

less than half the price of genuine parts. As a result, the business of second-hand spare parts

has developed into a full-fledged multi-million dollar industry involving more than 100 small

and medium-sized enterprises spread throughout the country.

Earlier Dubai was considered the main source for second-hand spare parts but over the last

few years the market has shifted to Sharjah, mainly because of relatively lower overhead

expenses. Many second-hand spare part outlets in Sharjah deal in used used engines which

are imported from Japan and then re-exported to many Asian and African countries. There is

a huge demand for such goods in East African countries of Uganda, Kenya and Tanzania as

well as other countries like Russia, India, Egypt, Iran and Pakistan.

Most of the second-hand spare parts are sourced from damaged cars sold by insurance

companies at throwaway prices and the rest coming from police auctions. Most buyers prefer

to buy these used parts because they are genuine and are often in good condition. While a

major portion of used parts are sold in the UAE market itself, almost the entire stock of

imported used engines is re-exported. Used engines are in great demand in many African

countries which have a big market for re-conditioned automobiles.

It is, therefore, little wonder that an increasing number of African businessmen are seen

purchasing their requirements from one of the many second-hand auto spare parts outlets in

Dubai and Sharjah. "I come here to purchase used spare parts because the prices in Dubai are

one of the cheapest in the world. As a result, I am able to make a neat profit for myself when

I sell these goods back home," said Joseph Samara, a spare parts dealer from Nairobi who

was in Dubai recently to buy spare parts worth $20,000 for selling in Kenya. "In addition to

auto spare parts I would also be purchasing low-priced car and truck tyres (made in China)

for selling in the local market in Nairobi," he said.

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COMPANY PROFILE

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COMPANY PROFILE

MADHURA INDUSTRIES

Madhura Industries, is the proficient Manufacturer, Exporter, Importer and Supplier of Dies

& Tools. We operate our business from Chennai, Tamilnadu, India. We have manifested our

business in India in the year 1998. This energetic and prestigious company is headed by Mr.

S. Ravisankaran, the honorable Proprietor of the company. Besides, Venus Industries is our

sister's concern which is located at 2 Margo Street, Alandur, Chennai 600016 and dealing in

pressed metal component.

INFRASTRUCTURE:

Our advanced and powerful machinery include Sodick wire cutting M/c, Spark erosion M/c,

CG machine, profile projector etc. This powerful infrastructure has the production capacity

100 dies per month which is spread over an area of 2000 sq. ft. We provide customized

production facility to our client in making critical tools and dies. We provide testing facilities

like profile projector, slip gauges, sinbar, digematic mike and bore gauges. We have R& D

facilities available for deep draw components & sheet metal components.

CLIENTELE:

Our clientele includes AVO Carbon India, Greaves Cotton Ltd ,TAFE, VST Tillers, MMG

India Pvt Ltd, Pricol, Carborundam Universal Ltd, Areva, Carbone Lorraine, Mitusubishi etc.

We supply our product all over India. We are growing day-by-day with our strong network of

clients with our dedication towards providing only quality product. Their Important

Customers are Greaves Cotton Ltd, Southern Agro Engine Pvt Ltd and MHI VST Diesel

Engine Pvt Ltd Etc

PRODUCTS:

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We have a vast experience to provide Dies & Tools which are extremely popular because of

their high quality and usefulness in industries like automobile, electrical, engineering

industries and agricultural equipments sector. Our Dies & Tools are available in all over India

at a competitive market price. We provide the product by using high quality packaging

material so that the product reaches our clients in good condition. Our Dies & Tools are

manufactured from fine quality raw material to provide a hassle free solution to our clients.

Machineries

Sodick wire cutting M/c

Spark erosion M/c

CG machine

Profile projector ALL conventional machines etc

Production Capacity 100 dies per month

Manufactured From High quality and powerful HSS M2, TC pellet,

D2 material

Measuring Instruments

Profile projector

Slip gauges

Sinbar

Digematic micrometer

Bore gauges

Available For Deep draw components

Sheet metal components

Components

Fuel tank

Airfilter

Silencer

Powertiller

Brass pin

Cowl Assy

Deep draw components

QUALITY ASSURANCE:

Feel the difference with our customer specific and premium quality products. Our products

are properly tested to provide hassle free solution to our customers. We use high quality

packaging material to maintain the standard of our products. We are ready with our CAD

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(Computer-Aided Design)/CAM (Computer-Aided Manufacturing) facility to enhance the

quality of our products. We use fine quality raw material like HSS M2, TC pellet, D2

material which we collect from trusted sources. The company does not compromise with the

quality of its products at any terms.

QUALITY POLICY:

We are committed to achieve total customer satisfaction by supplying quality product and on

time delivery through continuous improvement

QUALITY OBJECTIVES:

On time delivery

Continuous improvement in our process

Minimizing in house rejection

CLIENTS:

COMPACTING AND SINTERING INDUSTRIES

AUTOMOBILE INDUSTRIES

ELECTRICAL INDUSTRIES

AGRICULTURE INDUSTRIES

PLASTIC INDUSTRIES

ELECTRONICS INDUSTRIES

TAFE

MAHINDRA AND MAHINDRA

INDO FARMS

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THEORITICAL

FRAMEWORK

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THEORITICAL FRAMEWORK

Research methods provide you with the knowledge and skills you need to solve the

p roblems and meet the challenges of a fa st-paced decis ion-making

environment.Business research courses are a recognition that students in business, not-for-

profit, and public organizations in all functional areas need training in the scientific

method and its application to decis ion making .

Prior to the Industrial Revolution, when small-scale businesses dominated the economic

environment, the task of selling was relatively simple. The majority of small firms had a

central concern to meet the growing demand of consumers. Many of the orders were already

on hand (Stills, 1976). It was very common for one person to perform all tasks of the

business. The proprietor was focused on producing and meeting orders; selling, marketing,

and accounting were regarded as secondary.

The Industrial Revolution brought about major organizational changes to businesses.

Industries were now producing mass quantities of millions of different products (Stills,

1976). Because local communities could not absorb all the products, an increase in sales

coverage was needed to relieve the surplus created by large factories. The emergence of sales

divisions within corporations solved many logistical problems and increased the spectrum

and quantity of potential customers. However, sales representatives generally had very little

feedback within the company and were viewed as contracted help. They were paid strictly on

a commission basis, so they had very little loyalty to either the firm for which they worked or

the customers to whom they sold the products. As long as the proper allotments of products

were being shipped and the sales representatives were meeting pre-determined quotas, firms

generally took very little notice of what consumers wanted. These practices remained

unchanged until the late 1970s.

It has since become imperative in the modern sales environment to gain the trust of prospects

and customers by delivering on the expectations set by the sales representative. Guy Oaks

observed that trust rests on the expectation that technically competent service will berendered (Oaks, 1990).

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CUSTOMER SATISFACTION:

It is a term frequently used in marketing, is a measure of how products and services supplied

by a company meet or surpass customer expectation. Customer satisfaction is defined as "the

number of customers, or percentage of total customers, whose reported experience with a

firm, its products, or its services (ratings) exceeds specified satisfaction goals.

It is seen as a key performance indicator within business and is often part of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They focus

employees on the importance of fulfilling customers expectations. Furthermore, when these

ratings dip, they warn of problems that can affect sales and profitability. These metrics

quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-

mouth marketing, which is both free and highly effective .

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be

able do this, firms need reliable and representive measures of satisfaction.

In researching satisfaction, firms generally ask customers whether their product or service has

met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When

customers have high expectations and the reality falls short, they will be disappointed andwill likely rate their experience as less than satisfying.

The importance of customer satisfaction diminishes when a firm has increased bargaining

power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an

industry that is an oligopoly, where only a few suppliers of a certain product or service exist.

As such, many cell phone plan contracts have a lot of fine print with provisions that they

would never get away if there were, say, a hundred cell phone plan providers, because

customer satisfaction would be way too low, and customers would easily have the option of

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leaving for a better contract offer. There is a substantial body of empirical literature that

establishes the benefits of customer satisfaction for firms.

OBJECTIVE

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OBJECTIVE

PRIMARY OBJECTIVE:

The main objective of the study is to find out the customer satisfaction level of the company.

SECONDARY OBJECTIVE:

To find out the various ways of improving the sales of the company.

To study the preference of customers.

To find out the factors that influences the buying behaviour of the customers.

To find out the possibility of expansion of the business.

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NEED AND SCOPE OF

THE STUDY

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NEED OF THE STUDY

The need of the study was to determine the customer satisfaction level of the company

products. Customer perception will provide a way to accurately measure how the customers

think about the products and services provided by the company. Todays trying economic

conditions have forced difficult decisions for companies. Most are making conservative

decisions that reflect a survival mode in the business operations. During these difficult times,

understanding what customers on an ongoing basis is critical for survival. Executives need a

3rd party understanding on where customer loyalties stand. Morethan ever management

needs ongoing feedback from the customers, partners and employees in order to

continue to innovate and grow. The main objective of the project is to find out the needs of

current and future customers.

SCOPE OF THE STUDY

Needed to find the relationship between the supplier and company.

It helps us to determine the worth of the company and its profit compared to the

previous years.

It helps to understand the need of the customers and their expectations from the

company.

It determines the overall performance of the company.

Needed for a specialized strategy to introduce something new, such as new product

planning, entering new markets or trying a new strategy to fix an existing problem.

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RESEARCH DESIGN

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RESEARCH DESIGN

Research problem: To study the customer satisfaction level of the company products of

Madhura Industries.

Data source: Primary and Secondary data.

Research approach: Survey approach

Research methodology: Applied research

Research instrument: Questionnaire

Sampling plan:

Sample methods: convenience sampling

Sample units: Chennai

Sample size: 10

Primary data: Questionnaire

Secondary data: Internet

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SAMPLING

METHODOLOGY

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SAMPLING METHODOLOGY

SAMPLING TECHNIQUE:

Initially, a rough draft was prepared keeping in mind the objective of the research.

A pilot study was done in order to know the accuracy of the Questionnaire. The finalQuestionnaire was arrived only after certain important changes were done. Convenience

sampling technique will be used for collecting the data from the customers. The people are

selected by the convenience sampling method. The selection of units from the population

based on their easy availability and accessibility to the researcher is known as convenience

sampling. Convenience sampling is at its best in surveys dealing with an exploratory purpose

for generating ideas and hypothesis.

SAMPLING UNIT:

The respondents who were asked to fill out questionnaires are the sampling units. These

comprise of employees of the customer companies like TAFE, Mahindra and Mahindra, samy

electronics, Jai sakthi motors etc..

SAMPLE SIZE:

The sample size was restricted to only 10, which comprised of mainly companies from

different regions of Chennai and outskirts of Chennai.

SAMPLING AREA:

The area of the research was Chennai, Tamil nadu.

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DATA COLLECTION:

Questioning & observing are the two basic methods of collecting primary data. Questionnaire

studies are more relevant than observation studies.

IMPORTANCE OF QUESTIONNAIRE:

When information is to be collected by asking questions to people who may have the desired

data, a standardized form called questionnaire is prepared which helps to bring the data as

such required for the research work. The questionnaire is a list of questions to be asked to the

respondents. Each question is worded exactly as it is to be asked & the questions are listed in

an established sequence. Spaces in which to record answers are provided in questionnaire.

PRESENTATION OF DATA:

The collected data will be analyzed and will be represented through various charts, graphs,

pie charts, tabulation and a master sheet of the surveyed data. The data will be presented to

determine market shares and percentage of readers out of the total population. The samepattern will be repeated in the case of advertisers.

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STATISTICAL TOOLS

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STATISTICAL TOOLS

PERCENTAGE METHOD:

Percentage analysis is a method to represent raw streams of data as a percentage (apart in

100%) for better understanding of collected data. In this study the percentage analysis is used

to analyse thePercentage Analysis= (Number of Respondents/Total number of Respondents)*100.

CHI-SQUARE METHOD:

A Chi square test is any statistical hypothesis test in which the sampling distribution of the

test statistic is a chi square distribution when the null hypothesis is true, or any in which this

is asymptotically true, meaning that the sampling distribution can be made to approximate chi

square distribution as closely as desired by making the sample size large enough. The chi

square is often used to judge the significance of population variance. Such a distribution will

deal with collections of values that involve adding up squares.

Steps Involved

First of all calculate the expected frequencies on the basis of given hypothesis or the

basis of null hypothesis.

Expected frequency= (Row*column total)/ grand total.

Obtain the difference between observed and expected frequencies and find out the squares of

such differences. ie.,

Calculate (O-E)2

Divide the quantity (O-E)2 by E.

This should be done for all the cell frequencies or group frequencies.

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Find out the summation of [(O-E)2/E] values.

This is the required chi square value.

The chi square value obtained as such should be compared with relevant table of chi square

and then inference can be drawn.

WEIGHTED AVERAGE METHOD:

Weighted average calculation is an important tool in descriptive statistics and mathematics. If

all quantities are weighted equally or contribute equally, while calculating the weighted

average, it is equal to the arithmetic mean. It comes in handy when you have to combine the

averages of two different sets of values and get an overall average value.

Here is the general formula for weighted average calculation:

Weighted Average = (x1 w1 + x2 w2. .+ xn wn) / (w1 + w2. . + wn) = i = 1 to n (xi wi) / i = 1 to n wi

Here 'xi' are values of the quantity whose weighted average is being calculated, while 'wi' are

the values of the corresponding weights. So, for calculating weighted average, you must

multiply values of the quantity with their corresponding weights, add all them up and divide

them by the sum of the weights.

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LIMITATIONS

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LIMITATIONS

Reluctance of the people to provide complete information about themselves can affect

the validity of responses.

The lack of knowledge in customers about the study can be a major limitation.

The information can be biased due to use of questionnaires.

As the project is based on secondary data, possibility of unauthorized information

cannot be avoided.

Due to time constraint and other imperative work load during the period it could not

be made possible to explore more area of concern pertaining to study.

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DATA ANALYSIS AND

INTERPRETATION

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ANALYSIS AND INTERPRETATION

PERCENTAGE METHOD:

TABLE:1

FIRMS

FIRM NO. OF RESPONDENTS PERCENTAGE

SMALL SCALE 9 90%

LARGE SCALE 1 10%

TOTAL 10 100%

INTERPRETATION:

The above table says that, there are almost 90% of the customers belong to small scale

firms and the rest 10% are large scale firm.

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CHART:1

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TABLE:2

BUSINESS VOLUME ACCOUNTED FOR BY(COMPANY) PRODUCTS:

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VOLUME NO. OF RESPONDENTS PERCENTAGE

24% OR LESS 8 80%

25%-49% 2 20%

50%-74% 0 0%

75% OR MORE 0 0%

TOTAL 10 100

INTERPRETATION:

The above table says that, about 80% of the customer companies have a business

volume for by our company products of 24% or less and rest 20% are with 25%-49%

but none more than that.

CHART:2

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TABLE:3

PROFIT DERIVED FROM COMPANY PRODUCTS

PROFIT NO. OF RESPONDENTS PERCENTAGE24% OR LESS 9 90%

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25%-49% 1 10%

50%-74% 0 0%

75% OR MORE 0 0%

TOTAL 10 100

INTERPRETATION:

The above table shows that, 90% of the customers profits derived from company

products are about 24% or less , the rest 10% are between 25%-49% and no company

gains more than that.

CHART:3

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TABLE:4

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SATISFACTION ON PERFORMANCE

SATISFACTION NO OF

RESPONDENTS

PERCENTAGE

STRONGLY DISAGREE 0 0%

SOMEWHAT DISAGREE 2 20%

NEITHER AGREE OR

DISAGREE

2 20%

SOMEWHAT AGREE 6 60%

STRONGLY AGREE 0 0%TOTAL 10 100%

INTERPRETATION:

The above table shows , about 60% of the customers somewhat agree that they are

overall satisfied with the companys performance, 20% somewhat disagree and 20%

neutral.

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CHART:4

TABLE:5

IMPRESSION ABOUT COMPANY BEFORE AND AFTER THE PROJECT

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IMPRESSION NO OF RESPONDENTS PERCENTAGEBETTER, BASED ON

PERFORMANCE

2 20%

ABOUT THE SAME 8 80%

WORSE,BASED ON

PERFORMANCE

0 0%

10 100%

INTERPRETATION:

The above table shows, about 80% of the customers impression about the company

after the project compared to before is about the same and 20% feels its better based

on performance.

CHART:5

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TABLE:6

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VALUE OF THE PROJECT

VALUE NO OF RESPONDENTS PERCENTAGEAN EXCEPTIONAL

VALUE

2 20%

A GOOD VALUE 8 80%

A POOR VALUE 0 0%

TOTAL 10 100%

INTERPRETATION:

The above table shows, about 80% of the customers feel that the value of the project

is worth about what they paid for it and 20% feel its worth more than what they paid

for it.

CHART:6

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TABLE:7

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EMPHASIS IN THEIR BUSINESS OVER NEXT FEW YEARS

EXTENT NO OF RESPONDENTS PERCENTAGE

GREAT EXTENT 4 40%

MODERATE EXTENT 3 30%

SLIGHT EXTENT 3 30%

NOT AT ALL 0 0%

TOTAL 10 100%

INTERPRETATION:

The above table shows, about 40% of the customers have greater extent of plan to give

(company) greater emphasis in their business over the next few years , 30% have moderate

extent and 30% have slight extent.

CHART:7

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TABLE:8

CONFIDENCE ABOUT THE COMPANY FOR GAINING ADDITIONAL SHARES

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CONFIDENCE LEVEL NO OF RESPONDENTS PERCENTAGE

VERY CONFIDENT 0 0%

CONFIDENT 0 0%

SOMEWHAT CONFIDENT 2 20%

NOT SURE 5 50%

SOMEWHAT DOUBTFUL 0 0%DOUBTFUL 3 30%

VERY DOUBTFUL 0 0%

TOTAL 10 100%

INTERPRETATION:

The above table shows, about 50% of the customers were not sure about the company to gain

additional shares for the coming year, 30% says its doubtful and the rest 20% were somewhatconfident about the company.

CHART:8

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TABLE:9

RANGE OF DEALERSHIP SALES VOLUME:

RANGE NO. OF RESPONDENTS PERCENTAGE%

Rs 499000 OR LESS 9 90%Rs 500000-999000 1 10%

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Rs 1000000-2999000 0 0%

Rs 3000000-4999000 0 0%

Rs 5000000-9999000 0 0%

Rs 10000000-19999000 0 0%

Rs 20000000 OR MORE 0 0%

TOTAL 10 100%

INTERPRETATION:

The above table shows, about 90% of the customers range of dealership sales volume is Rs

499000 or less and rest 10% falls between Rs 500000 Rs 999000 and not above that.

CHART:9

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TABLE:10

PRODUCT OFFER ADVANTAGEOUS IN PROFITABILITY

ADVANTAGE NO. OF RESPONDENTS PERCENTAGE%

STRONG ADVANTAGE 1 10%SLIGHT ADVANTAGE 2 20%

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ABOUT THE SAME 7 70%

SLIGHT DISADVANTAGE 0 0%

STRONG

DISADVANTAGE

0 0%

TOTAL 10 100%

INTERPRETATION:

The above table shows, about 70% of the customers feel that their product offer is about the

same in profitability when compared to market leader, 20% feels its slight advantage and

10% feels it has strong advantage.

CHART:10

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TABLE:11

PRODUCT OFFER ADVANTAGEOUS IN SERVICE AND SUPPLIES BUSINESS

ADVANTAGE NO. OF RESPONDENTS PERCENTAGE%

STRONG ADVANTAGE 1 10%

SLIGHT ADVANTAGE 3 30%ABOUT THE SAME 6 60%

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SLIGHT DISADVANTAGE 0 0%

STRONG

DISADVANTAGE

0 0%

TOTAL 10 100%

INTERPRETATION:

The above table shows, about 60% of the customers feel that their product offer is about the

same in service and supplies compared to market leader , 30% feels that its of slight

advantageous and rest 10% feels it has strong advantage.

CHART:11

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TABLE:12

IMPACT ON ACTIONS TAKEN BY MARKETING MANAGEMENT

IMPACT ON ACTIONS NO. OF RESPONDENTS PERCENTAGE%

VERY POSITIVE IMPACT 0 0%

POSITIVE IMPACT 2 20%SOMEWHAT POSITIVE 7 70%

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NOT SURE 1 10%

SOMEWHAT NEGATIVE 0 0%

NEGATIVE IMPACT 0 0%

VERY NEGATIVE

IMPACT

0 0%

TOTAL 10 100%

INTERPRETATION:

The above table shows that, about 70% of the customers feels that the impact of the actions

taken by the marketing mgmt is somewhat positive , 20% feels that it has positive impact and

10% says its not sure.

CHART:12

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TABLE:13

MANAGEMENTS TIMELINESS IN RESPONSE TO YOUR REQUEST

TIMELINESS NO. OF RESPONDENTS PERCENTAGE

VERY TIMELY 2 20%

SOMEWHAT TIMELY 7 70%

MIXED 1 10%

SOMEWHAT SLOW 0 0%

VERY SLOW 0 0%

TOTAL 10 100%

INTERPRETATION:

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The above table shows that, about 70% of the customers feel that the managements timeliness

in response to their request is somewhat timely, 20% feels its very timely and the rest 10%

says its a mixed reaction.

CHART:13

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TABLE:14

TOP REASON FOR BEING SATISFIED WITH THE CSRs

REASON FOR

SATISFACTION

NO OF RESPONDENTS PERCENTAGE%

WELL TRAINED 4 40%

ACT IN MY BEST

INTEREST

3 30%

PROFESSIONAL STD OFCONDUCT

2 20%

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WELL SUPERVISED 1 10%

TOTAL 10 100

INTERPRETATION:

The above table shows that, about 40% of customers had opted well trained as their top

reason for satisfaction with the CSRs, 30% feels they act at their best interest, 20% feels their

professional standards of conduct and rest 10% says they are well trained.

CHART:14

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TABLE:15

METHOD TO PLACE ORDERS

METHOD NO OF RESPONDENTS PERCENTAGE

WITH A CUSTOMER

SERVICE REP

0 0%

WITH MY SALES REP 9 90%

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ON-LINE COMPUTER

ORDER SYSTEM

1 10%

OTHER 0 0%

TOTAL 10 100%

INTERPRETATION:

The above table shows that, about 90% of the customers place their orders through sales

representatives and the rest 10% through on-line computer order system.

CHART:15

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TABLE:16

PICK UP ORDERS

PICK UP ORDERS NO OF RESPONDENTS PERCENTAGE

YES 10 100%

NO 0 0%

TOTAL 10 100%

INTERPRETATION:

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0%

90%

10%

0%

METHOD

CUST SERVICE REP SALES REP ON-LINE ORDER SYSTEM OTHER


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The above table shows that, almost 100% of the customers says that they usually pick up

orders by themselves.

CHART:16

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TABLE :17

TREATMENT AT LOADING PLATFORM

TREATMENT NO OF RESPONDENTS PERCENTAGE

YES 10 100%

NO 0 0%

TOTAL 10 100%

INTERPRETATION:

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The above table shows that, almost 100% of the customers feels that they are treated

courteously at the loading platform.

CHART:17

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TABLE:18

SERVED PROMPTLY

SERVED PROMPTLY NO OF RESPONDENTS PERCENTAGE

YES 10 100%

NO 0 0%

TOTAL 10 100%

INTERPRETATION:

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The above table shows that, almost 100% of the customers says that they were served

promptly at the loading platform.

CHART:18

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TABLE:19

HOW CAN LOADING PLATFORM CREW SERVE BETTER

ACTIVITIES OF LPC NO OF RESPONDENTS PERCENTAGE%

TIMELINESS 3 30%

HELP IN LOGISTICS 3 30%

RESPONSIVENESS 2 20%

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COURTESY 2 20%

TOTAL 10 100%

INTERPRETATION:

The above table show that, 30% of the customer says that timeliness is the best way the

loading platform crew can serve better, 30% says its the help in logistics, 20% feels its

responsiveness and the rest 20% says its courtesy.

CHART:19

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TABLE:20

TOTAL ANNUAL PURCHASE FROM SUPPLIERS

TOTAL ANNUAL

PURCHASE

NO OF RESPONDENTS PERCENTAGE%

UNDER Rs 50000 0 0%

Rs50000-100000 0 0%

Rs100000-200000 0 0%

Rs200000-500000 0 0%

Rs500000-1000000 0 0%

Rs1000000-2000000 2 20%

OVER Rs 2000000 8 80%

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TOTAL 10 100%

INTERPRETATION:

The above table shows that, 90% of the customers says that their total annual purchase from

their suppliers is over Rs 20.00,000 and the rest 20% falls between 1000000-2000000.

CHART:20

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TABLE:21

RATINGS OF COMPANYS OVERALL SERVICE PERFORMANCE COMPARED

TO LAST YEAR

RATINGS NO OF RESPONDENTS PERCENTAGE

GREATLY IMPROVED 0 0%

IMPROVED 1 10%

SOMEWHAT IMPROVED 2 20%

SAME AS LAST YEAR 4 40%

SOMEWHAT DECLINED 3 30%

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DECLINED 0 0%

GREATLY DECLINED 0 0%

TOTAL 10 100%

INTERPRETATION:

The above table shows that, 40% of the customers feels that the companys overall service

performance is as same as last year, 30% says its somewhat declined, 20% says its somewhat

improved and the rest 10% feels its improved.

CHART:21

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WEIGHTED AVERAGE METHOD:

TABLE:22

TABLE RATING THE PERFORMANCE OF CSRS:

EXNT. VERY

GOOD

GOOD FAIR POOR TOTAL WA RANK

ABILITY TO SOLVE

PROBS

0 4 12 16 0 32 3.2 1

UNDERSTANDING 0 4 24 0 0 28 2.8 3

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NEEDS

RESPONSIVENESS 1 10 9 4 0 24 2.4 5

PROFESSIONALISM 0 14 9 0 0 23 2.3 6

COURTESY 0 6 18 4 0 28 2.8 3.5

FRIENDLINESS 1 14 6 0 0 21 2.1 7

PRESENTATION OFNEW PRODUCTS

0 4 15 12 0 31 3.1 2

INTERPRETATION:

From the above table I infer that, majority of the customers had opted for the ability of

solving problems as the top reason for rating the performance of CSRs.

TABLE:23

TABLE RATING THE SERVICE PERFORMANCE OF THE COMPANY

COMPARED TO OTHER SUPPLIERS:

MUCH

WORS

E

WORS

E

SAM

E

BETTE

R

MUCH

BETTE

R

TOTA

L

W

A

RAN

K

TIMELINESSOF

DELIVERIES

0 0 12 12 0 24 2.4 4

DELIVERY

DAY

SCHEDULE

0 0 15 10 0 25 2.5 3

CONDITION

OF

PRODUCTS

0 0 21 4 1 26 2.6 2

BREAKAGE 0 0 12 12 0 24 2.4 4.5

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STOCK

ROTATION

0 0 9 12 1 22 2.2 8

ACCURACY

OF ORDER

FILL

0 0 15 6 2 23 2.3 6

BACKORDER

FULFILMEN

T

0 0 21 6 0 27 2.7 1

HANDLING

PHONE

ORDERS

0 0 15 6 2 23 2.3 6.5

INTERPRETATION:

From the above table I infer that, majority of the customers had opted for back order

fulfillment as the main reason for rating the service performance of the company.

FINDINGS

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FINDINGS:

1. About 90% of the customers belong to small scale firm and there is only one large

scale firm.

2. About 80% of the customer companies have a business volume for by our company

products of 24% or less.

3. About 90% of the customers profits derived from company products are about 24% or

less.

4. About 60% of the customers somewhat agree that they are overall satisfied with the

companys performance, 20% somewhat disagree and 20% neutral.

5. About 80% of the customers impression about the company after the project

compared to before is about the same.

6. About 80% of the customers feel that the value of the project is worth about what they

paid for it.

7. About 40% of the customers have greater extent of plan to give (company) greater

emphasis in their business over the next few years , 30% have moderate extent and

30% have slight extent.

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8. About 50% of the customers were not sure about the company to gain additional

shares for the coming year, 30% says its doubtful and the rest 20% were somewhat

confident about the company.

9. About 90% of the customers range of dealership sales volume is Rs 499000 or less.

10. About 70% of the customers feel that their product offer is about the same in

profitability when compared to market leader.

11. About 60% of the customers feel that their product offer is about the same in service

and supplies compared to market leader.

12. About 70% of the customers feels that the impact of the actions taken by the

marketing mgmt is somewhat positive.

13. About 70% of the customers feel that the managements timeliness in response to their

request is somewhat timely.

14.About 40% of customers had opted well trained as their top reason for satisfaction

with the CSRs, 30% feels they act at their best interest, 20% feels their professional

standards of conduct and rest 10% says they are well trained.

15. About 90% of the customers place their orders through sales representatives.

16.Almost 100% of the customers says that they usually pick up orders by themselves.

17. Almost 100% of the customers feels that they are treated courteously at the loading

platform.

18. Almost 100% of the customers says that they were served promptly at the loading

platform.

19. About 30% of the customer says that timeliness is the best way the loading platform

crew can serve better, 30% says its the help in logistics, 20% feels its responsiveness

and the rest 20% says its courtesy.

20. About 90% of the customers says that their total annual purchase from their suppliers

is over Rs 20.00,000.

21. About 40% of the customers feels that the companys overall service performance is

as same as last year, 30% says its somewhat declined, 20% says its somewhat

improved and the rest 10% feels its improved.

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SUGGESTIONS

SUGGESTIONS

About 90% of the customers belong to small scale firms, and it concentrates much on

the small scale firms rather than the single large scale firm TAFE.

I suggest the company to concentrate equally on both, because the TAFE is the one

which gives a huge order and the profit obtained is much more than any other

company gives.

About 60% of the customers are overall satisfied with the company and the 40% are

either not satisfied or neutral, hence its much important for the company to work more

for this 40% of the customers as the profit is more from them.

Only 40% of the customers have the plan to give the company business over the next

few years, and its not enough as the company need to concentrate on this factor more

because customer satisfaction is a must.

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Overall about 70% of the customers have a positive impression about the company in

its performance and it should improve rather than maintaining it.

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CONCLUSION

CONCLUSION:

The overall project is depending up on the findings that have been

explained previously. All my survey findings are correlated and being

explain in the above graphs.

After completing the survey and watching the analysis I come to this conclusion that the

company much focuses on the small firms which yields a normal return than the large firms.

Overall the performance of the company is seems to be somewhat satisfactory and not very

satisfied. Its also important for the company to equally concentrate on the large firm which

gives a good return. Need to work on companies which give more business rather than

occasional ones.

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BIBLIOGRAPHY

WEBSITES:

http://en.wikipedia.org/wiki/Tractors_in_India

http://www.madhuraindustries.com

http://www.tafe.com/

www.tractorspare sindia.com

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http://en.wikipedia.org/wiki/Tractors_in_Indiahttp://www.madhuraindustries.com/http://www.tafe.com/http://www.tractorsparesindia.com/http://www.tractorsparesindia.com/http://en.wikipedia.org/wiki/Tractors_in_Indiahttp://www.madhuraindustries.com/http://www.tafe.com/http://www.tractorsparesindia.com/


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www.19hourit.co.in

BOOKS:

Kothari C R, Research methodology, Methods and Techniques.

Philip Kotler, Marketing Management, seventh edition, Prentice Hall India, 2005.

ANNEXURE

QUESTIONNAIRE:

COMPANY NAME:_____________________________

1. What type of firm you belong to?

a) Small scale firm

b) Large scale firm

2. How much of your business volume is accounted for by (company) products?

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a) 24% or less

b) 25% - 49%

c) 50% - 74%

d) 75% or more

3. How much of your profit is derived from (company) products?

a) 24% or less

b) 25% - 49%

c) 50% - 74%

d) 75% or more

4. Overall, I am very satisfied with the way [Company] performed (is performing) on

this project.

a) Strongly disagree

b) Somewhat disagree

c) Neither agree or disagree

d) Somewhat agree

e) Strongly agree

5. Compared to how you felt about [Company] before this project, what would you now

say is the likelihood of completing another project with [Company]?

a) better, based on performance

b) about the same

c) worse, based on performance

6. Considering the overall value of the project you paid for, was it

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a) an exceptional value, worth more than you paid for it

b) a good value, worth about what you paid for it

c) a poor value, worth less than you paid for it

7. To what extent do you plan to give (company) greater emphasis in your business over

the next few years?

a) Great extent

b) Moderate extent

c) Slight extent

d) Not at all

8. Overall, how confident are you that (company) will gain additional market share in

the (product) industry in the coming year?

a) Very confident

b) Confident

c) Somewhat confident

d) Not sure

e) Somewhat doubtful

f) Doubtful

g) Very doubtful

9. What is the range of your dealership's sales volume of (company) products last year?

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a) Rs499,000 or less

b) Rs500,000 - 999,000

c) Rs1,000,000 - 2,999,000

d) Rs3,000,000 - 4,999,000

e) Rs5,000,000 - 9,999,000

f) Rs10,000,000 - 19,999,000

g) Rs20,000,000 or more

10. Compared to (market leader), how does (your product) offer advantages in

profitability?

a) Strong advantage

b) Slight advantage

c) About the same

d) Slight disadvantage

e) Strong disadvantage

11. Compared to (market leader), how does (your product) offer advantages in service

and supplies business?

a) Strong advantage

b) Slight advantage

c) About the same

d) Slight disadvantage

e) Strong disadvantage

12. Overall, have actions taken by (company) senior sales and marketing management

over the past year had an impact one way or another on your business?

a) Very positive impact

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b) Positive impact

c) Somewhat positive impact

d) Not sure

e) Somewhat negative impact

f) Negative impact

g) Very negative impact

13. On average, which of the following best describes (company) management's

timeliness in response to your requests and inquiries?

a) Very timely

b) Somewhat timely

c) Mixed

d) Somewhat slow

e) Very slow

14. What would be your top reason for being very satisfied with [Company] service

representatives?

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

ABOUT THE CUSTOMER:

15. What method do you usually use to place your orders?

a) With a customer service rep

b) With my sales rep

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c) On-line computer order system

d) Other

16. Do you usually pick up your orders?

a) Yes

b) No

17. If "Yes," are you treated courteously at the loading platform?

a) Yes

b) No

18. Are you served promptly?

a) Yes

b) No

19. What can the (Company) loading platform crew do to serve you better?

_____________________________________________________________________

_____________________________________________________________________

20. Approximately what is the total annual purchase of all (type of products) from all

your suppliers?

a) Under Rs50,000

b) Rs50,000 - 100,000

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c) Rs100,000 - 200,000

d) Rs200,000 - 500,000

e) Rs500,000 - 1,000,000

f) Rs1,000,000 - 2,000,000

g) Over Rs2,000,000

21. How do you rate (Company's) overall service performance today compared to last

year at this time?

a) Greatly improved

b) Improved

c) Somewhat improved

d) Same as last year

e) Somewhat declined

f) Declined

g) Greatly declined

22. What can your (Company) service rep do to serve you better?

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

23.

Please rate the performance of your (Company) Customer Service Representative:

Excellent Very Good Good Fair Poor Ability to solve problems

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Understanding of my needs

Responsiveness

Professionalism

Courtesy

Friendliness

Presentation of new

products and packages

24.

Please rate the service performance of (Company) compared with your next largest supplier

in each of the service areas olisted.

First, rate our performance:Much WorseWorse Same Better Much Better

Timeliness of deliveries

Delivery day schedule

Condition of delivered

product

Breakage

Stock rotation

Accuracy of order fill

Back order fulfillment

Handling of your phone

orders

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A Study on Customer Satisfaction of b2b Market

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