CHAPTER-1

INTRODUCTION

INTRODUCTION

This study is conducted to determine the “consumer satisfaction”. The

organization selected for the purpose is “Anna Aluminum Pvt. Ltd,

Kizhakkambalam. This study focuses mainly on the attitude of customer’s towads

Chackson products

Measuring the customer satisfaction helps the company to

determine the needs and wants of their customers more effectively. Popular

method used for the measurement of customer satisfaction is customer survey.

Survey method is used for this study.

Anna Group is a multi product, multi market, multi crore success stores that

began in 1968 is now spearheading in to the new millennium.

The company is devoted to the manufacturing of aluminum vessels; it has

now grown in to a multi-dimensional giant with interest in various fields ranging

from textile to spices. Anna group, for whom ‘quality’ is the buzz word has built

success and it has opened a new vital of exciting challenger.

Anna aluminum is the flag ship company of Anna Group engaged in the

manufacturing and marketing of vessels and utensils as per ISS Standards for the

past three decades. It is presently the only company having ISS Certification for

vessels in Kerala. The company manufacturing vessels use 99.5 % pure aluminum

ingots. The brand “ANNA” has become a house hold name in Kerala due to its

high standards of quality.

CHAPTER-2

INDUSTRY

PROFILE

INDUSTRY PROFILE

Introduction to the aluminum industry

Aluminum is a soft metal, Aluminum is found wide spread in

nature but only in combined form as Oxides occurs as silicate in almost all

crystalline Silicate rock like feldspar fourmaline, Mice etc. It is also occurs in the

Oxide form, aluminum has strong Ionization energy and tends to form more

Covalent compound. It renders unreactivates because of the presence of a stable

Oxide film on its surface. The primary aluminum production process consists of

three stages. First is Mining of Bauxite, followed by refining of Bauxite to

aluminum and finally smelting of alumina to aluminum.

USES

In the industrial uses of aluminum there is some property or combination of

properties that make it particularly adaptable to the application in question. Some

of the specific characteristics of Aluminum are lightness, Strength in alloy form,

resistance to corrosion, high electrical and thermal conductivity, high reflectivity

for light and radiant energy and the fact that aluminum is non-toxic and non-

magnetic. The consumption for building products and cooking utensils is

somewhat greater than for the transportation field.

WORLD SCENARIO OF ALUMINIUM INDUSTRY

Aluminum constitutes 8% of the earth’s crust. Large deposit of bauxite are

located in the continents like North America, South America, Africa, Australia

and Asia and small deposits in Europe . The world production of aluminium is

around 28.9 million tons, China being the largest producer followed by Russia,

Canada and United States. Aluminium stands second in the largest consumed

metals in the world; it is also true that the world consumption level has also risen

significantly in the last few years. The following are the major aluminium

consuming countries;

India

United States

Japan

China

Germany

France

Korea

England

Italy

Canada

MAJOR TRADING CENTERS OF ALUMINIUM

London Metal Exchange (LME)

Tokyo Commodity Exchange (TOCOM)

Shanghai Future Exchange (SHFE)

New York Mercantile Exchange (NYMEX)

INDIAN SCENARIO OF ALUMINIUM INDUSTRY

India is considered to be the fifth largest producer of aluminium in the

world. It accounts to around 5% of the total deposits and produces about 0.8

million tons of aluminium. It is estimated that If the country’s aluminium

consumption rate maintains. It would be having the reserves for over 350 years.

Most of the bauxite mines lie in Bihar, Karnataka and Orissa. In India the

production of aluminium is highly concentrated and is in the hands of the

following four companies;

Bharath Aluminium Company Ltd. (BALCO)

National Aluminium Company Ltd. (NALCO)

Hindustan Aluminium Company Ltd. (HINDALCO)

Madras Aluminium Company Ltd. (MALCO)

INDIAN ALUMINIUM MARKET

Indian market for aluminium has expanded since a few years

and is directing towards further growth to coming years. Both public and the

private sectors are indulged in the production of aluminiuma and aluminium. With

change in time, Indian aluminium sector has observed drastic changes. Earlier

Government played an important role in fixing the regulations in trading of

aluminium as it had the monopoly in the production of the metal, But currently it

has lost its control over the price and distribution due to the emergence of private

sector with the take over of INDAL by HINDALCO in the year 2000, it has

emerged to be the largest producer of aluminium in India.

CHAPTER-3

COMPANY

PROFILE

COMPANY PROFILE .

Company Details;

Name of the company : Anna Aluminium Pvt. Ltd

Year of commencement : 1968

Chairman : M.C Jacob

Managing Director : Boby M Jacob

Place : Kizhakkambalam

District : Ernakulam

State : Kerala

Country : India

Type of organization : Private Limited Company

Nature of business : Aluminium products

Name of the product : Anna Aluminium

Number of employees : 700

Production capacity : 7.6 ton/day

Showrooms : 14

Delivery by : Company vehicles

Sister concerns : Kitex Ltd, Saras species, scoobee bags &

Umberallas

Exporting : Middle East, Africa, Australia, USA

Competitors : Hawkins, Prestige

HISTORY OF THE COMPANY

The Anna aluminium manufacturing complex was incoperated in

1968 at Ernakulam as a sister concern of Anna group, a multi product company

that began in 1948. This company is devoted to manufacture of aluminium vessels

in to a multi dimensional gaint with interest in various fields ranging from textile

to spices.

Anna group is one of the largest employers in private sector, providing

employment opportunities to the under privileged rural poor. The group is based in

Kerala, in South India is a major producer of wide range of diverse products, Mr.

M.C Jacobs a great visionary and master business strategist founded the group.

The first industry venture of the groups was estabilished in

Kizhakkambalam a sleepy village in Ernakulam District. Anna aluminium

company pvt. Ltd started its operation in a small way with just eight employees,

now the group has an employee’s strength of more than 8000. The company had

got the ISS Certification for its product and the company has also got the ISO

Certification.

The company has previously four production departments they are Jacs

metals, Anna Aluminum Company, Anna aluminum Ltd., and the Chackson

cooker division. But later on the Anna aluminum company is merged with Anna

Aluminum Ltd. and became Anna Aluminum Company Pvt. Ltd.

ABOUT THE PLANT

The Anna Aluminum Company Pvt. Ltd major plant was situated in the

heart of Kizhakkambalam in Ernakulum district .The Company had employee

strength of more than 550 workers. Company providing all kinds of facilities for

their employees inside and outside the factory. Separate cabins are provided for

different departments. Due to the space constraints the company is not able to

provide canteen facility inside the plant.

COMPANY CONSISTS OF:

Production unit

Stores

Packing

Finished goods storage

Quality checking

Sales counter

POWER SUPPLY

Anna has its own way of power supply and it is well maintained so

that the production is not interrupted. The firm has two generators and one

transformer.

OTHER SERVICES

Ambulance and Bus facility

Food and Accomodation

AWARDS

Bussiness Man of Kerala in 1999

Akshaya Award 2000

K.C Mather memorial Vyavasaya Sree Award 2001

Joseph Chacko Memorial Vyavasaya jyothi Award 2002

Nehru Peace Foundation Award 2002

Samman Pathra Award by Ministry Of Finance

Dhanam publication a leading financial magazine in the state

conducted a survey of popular 500 brands in the state in September 2005. Anna

Groups five brand fall with in the first twenty popular brands in the states.

Vision of the company

A World class manufacturing company focuses on all round business

excellence through Total Quality Management, system with committed leadership,

effective team work, delighted customers& satisfied employees in an environment

friendly organization.

Mission of the company

5 ‘S’ Techniques for good housekeeping. They are as follows:

SORTING

Segregate required, usable, re-workable and absolute items

Dispose of the unwanted items.

Clear off walkway’s

(One picture is worth more than a thousand words)

2. SYSTEMATIZING

Use labels, colors codes for easy identification.

Use index for files, records, drawings etc. to facilitate retrievability.

Plan storage with accessibility.

(A place for everything and everything in its place)

3. SHINING

Inspect and clean the supply lines, go downs, scrap yards and gardens.

Clean up workplace, machines and tools after use.

Identify root causes of loud noise, vibration, heat buildup in equipment and

take remedial action.

(Spic and span leads to zero break down)

4. STANDARDIZING

Develop standards.

Establish checking procedure.

Create visual controls.

Devise way’ s and means to expose problems

(Action speaks louder than the words)

5. SELF DISCIPLINE

Develop action plan for maintaining the set standard.

Give unambiguous advice/instruction to your work associates.

Carry on 5’S activities as matter of habit and enthuse to practice 5’S.

Conduct self-audit.(Be a self starter)

CHAPTER-4

GROUP PROFILE

GROUP PROFILE

KITEX LTD

SCOOBEE DAY LTD

SARAS LTD

ANNA LTD

CHACKSON LTD

CHACKSON – The Trusted Brand Name

Chackson is the brand name under which Anna Aluminium

Company markets its range of packed house hold products. Chackson brand

presser cooker commenced production in 1993, and the product captured on fourth

market share with in the short span of 4 years. As a Hall mark of quailty Chackson

pressur cooker is also approved by the bureou of Indian standards with its ISS

Certification. The company indents to expand the capacity of the unit and produce

new items like Teflon coated utilies and hard anodized aluminium utensils.

KITEX – The Textile That Enchant

This textile manufacturing complex was incorporated in 1975 at

cotton fabrics, polyster blends, and grey cloth and made up like bed sheet and

lungies. They are marketed through a network of over 2000 authorised dealers.

Kitex fabrics are now exported to many parts of the world. Kitex is going in for a

major expansion plan to argument the production capacity.

SARAS

SARAS Spices was founded in 1978 to process and marketed,

domestically and internationally, Spices and hill products like Pepper, Turmeric,

Masala and curry powders. High standards of quailty and hygiene have won

accoloder at home and abroad aswell as AGMARK, all over kerala and exported to

the Middle East and USA.

SCOOBEE DAY

The Scoobee day from the house of Kitex has a wide range of

luggage and baggage. ScooBee Day bags are compactly designed with unique

features that make it durable, colorful, comfortable and easy to carry. The bag

features anti strain shoulder paddings and accupressure buds specially designed to

minimize the strain on the back and shoulders. Scoobee Day, from the house of

Kitex has a wide range of School Bags which became an INSTANT hit, and

scoobee became a close companion to all school going kids. With shoulder strap

cushions and rear padding for added comfort, Scoobee Day bags come in various

colour combinations. The unique features include special pouch for water bottles,

tiffin boxes and even a secret pocket.

CHAPTER-5

PRODUCT PROFILE

PRODUCT PROFILE

Anna Aluminium products span the entire range of household and

commerical needs and have won the ISI Mark for superior quailty. The company

manufactures vessels only using 99.5% pure aluminium ingots. The brand

’ANNA’ has become a household name in kerala due to its high standards of

quailty and work manship. The company has more than 525 different varieties of

vessels and utensils marketed through more than 1200 dealer’s outlets in India.

PACKED PRODUCTS

Pressure Cooker :

ISS approved superior quailty inner lid pressure cooker. The safest

and fastest cooking solution.

Thermal Cooker:

An innovative way to preserve the nutrition of food while cooking.

Multi Steamer :

Multi- Steamer is the medium for allfood items that can be steamed.

Idle Cooker :

For delicious Idlis and hygiene cooking Chackson Idle Cooker is the

best.

Compact Idli Cooker :

Another innovation and modern, stylish idli cooker,unlike the

conventional bulky Idli cookers.

Milk Cooker :

To save milk from spilling while boiling, this product alerts with a

whistle.

Puttu Maker :

Made the almost care to last without dents and for making soft,

delicious puttu. A thermo resistant grip also features to hold the puttu

maker even when it is hot.

Cooking Pot :

For any type of cooking or roasting cooking pot will be ideal.

NON PACKED PRODUCTS

Degchie :

For any type of cooking or boiling various degchies are available in

required sizes.

Milk Cane :

For storage of milk less than 40 liters.

Milk Cane Alloy :

For bulk storage of milk in the most hygiene way.

Bengali Special With Bakelite Handles :

Ideal for all frying and deep frying purpose with the protection of

side Bakelite handles.

Mug :

Large comfortable handles attached to a cylinderical container ideal to

carry any liquid.

Sauce Pan Special With Bakelite Handle :

Can be used for making tea or boiling milk with the protection of

a long bakelite handle.

Idli Pana :

For making soft and delicious idlis.

Special Kettel Ano :

Anodized water jugs in the shape of kettle.

Vana :

Big vessels ideal for storage of water or like in large quantities.

Stewpan with Bakelite Handle :

Can be used for making tea or boiling milk with the protection of

side Bakelites handles.

Baking Tray :

Rubber tappers will finds this suitable for storing rubber milk.

Puttukudam Special Set :

Make soft delicious puttu with the puttukudom special set.

Frypan With Bakelite Handle :

Ideal for all frying and deep frying purpose with the protection of side

bake lite handle.

Kitchen Pot :

Aluminium buckets for storing or carrying water.

Moulded Uruli :

Large quantities of food items that need frying or roasting can be

best done in our moulded urulis.

CHAPTER-6

MARKETING

MARKETING

DEFINITION

According to philiptofler, “Marketing is analysing, organising, planning

and controlling of the firms customer impliging resources, polices, activities with a

view to satisfying the needs and wants of chosen customer groups at a profit”.

William J Atanton states that “ Marketing is a total system of interacting

business activites designed to plan, price, promote and distribute wants satisfying

products and services to present and potential customers”.

MARKETING DEPARTMENT

Marketing department of Anna Aluminium Company plays an important

role and leaded by a deputy marketing manager.

Anna is producing more than 600 types of items. All the products have

very high demand in the domestic market and the foreign market. The deputy

manager co ordinate the functioning of two sub divisional areas, namely sales and

advertaisment. The sales are mainly carried out through their own showrooms and

through dealers.

As every organisation Anna Aluminium Company have 5 divisions in the

marketing department and they are marketing manager, Sales manager, Regional

manager, and Sales manager for succesive marketing and a good co- ordination of

all these are necessary.

MARKETING CHANNELS

COMPANY

DEALERS

CUSTOMER SATISFACTION

Customer satisfaction leads to better sales

Every customer has certain wants and needs and a strong desire to satisfy

them. The customer purchases certain goods under the impression that the goods

would satisfy his wants. If the products satisfied his wants the customer buy the

product.

DISTRIBUTOR

CUSTOMERS

Customers of the product tell the products to there friends and others. In this

process, the product get advertise. This consumer advertising will improve the

effectiveness of the manufactures advertaising and other sales effort. Such factor

finally leads to better volume of sales.

Customer satisfaction, 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.

CHAPTER-7

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is a scientific and systematic search for pertinent

information on a specific investigation. It is the systematic way to solve the

problems. Research methodology is the description, explanation and justification

of various methods of conducting research.

RESEARCH DESIGN

The researcher has to make a plan of action before starting the project

work.This plan of study is known as research design. Research design is a

comprehensive plan of operation that a researcher intends to carry out to

accomplish the research objectives.

RESEARCH TYPE

In this project the research methodology used for the study is descriptive

research. Descriptive research is the research of fact findings. The major use of

descriptive research is the explanation of the state of affairs as it exists at present.

It includes surveys and fact finding enquiries of different kinds.

Sample survey or Sampling

Sampling may be defined as the process of obtaining information about an

entire population by examining only a part of it. In any investigation if data is

collected only from a representative part of the universe we say that the data are

collected by sampling. The representative is called sample.

Type of sampling used here is non-probability sampling. Non-

probability sampling is that sampling procedure which doesn’t afford any basis for

estimating the probability for each item to be included in the sample. In non-

probability sampling generally the person selecting the sample for the study.

Methods used for sampling is convenience sampling. A convenience

sample is obtained by selecting whatever units are conveniently available.

Convenience sampling is the cheapest and simplest. It doesn’t require a list of

population. It doesn’t require any statistical expertise.

SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given

population. It refers to the technique or the procedure to the researcher would

adopt in selecting items from sample.

Sampling frame

A sampling frame is a list containing all items in the population. It is from

this sampling frame that the items are selected to form the sample. Here sampling

frame is the current customers of chackson products.

Sample size

The determination of the sample size is one of the important tasks carried

out in a research work. If the sampling size is too small, it may not serve to acheive

the objectives and if it is too large, incur huge cost and waste resources. In this

study the sample size is taken as 100.

VARIABLES USED FOR THE STUDY

Dependent variables

Here the dependent varibles is consumer satisfaction.

Independent variables

Here the independent variables are:-

Price

Utility

Brand image

Quality

Availability

Product variety

Durability

Advertaisment

METHODS OF CONTACTING RESPONDENT

The respondents were contacted through questionaires.

DATA COLLECTION METHODS

The task of data collection begins after a research problem has

defined and research plan chalked out. Collection of data is a process of

enumeration together with the proper recording of results.

Data collected by the resrarcher come under 2 broad categories:-

Primary Data

Secondary Data

Primary Data:-

Primary data are those which are collected for the first time. Primary are

original in character. These data is collected by researchers for the first time.

In this study, survey was used for collecting the primary data. For

the survey, the technique of questionaire was used. Questionaire is a device for

securing answers to the questions by using a form which the respondent fills

himself. The questionaire used for the study consists of structured type of

questionaire. It is a mixed type of questionaire which consist of closed and other

type of question.

Secondary Data:-

Secondary data are those which have already collected tabulated and presented

in some forms by some one else for some other purpose. Secondary data are

already available data.

In this project work certain text books, magazines, profiles, websites and

literature review as the source of secondary data.

CHAPTER- 8

DATA ANALYSIS

Table-1

Familiarity of Chackson Products

Sl. No Familiar No. of

respondent

Percent

1. Yes 100 100

2. No 0 0

Total 100 100

Interpretation

Table shows that 100% of the people where aware of Chackson products.

Graph-1

Familiarity of Chackson products

100%

0%

Yes

No

TABLE-2

Respondents who know that Chackson is a member of Anna Group

Sl. No Knowledge No. of respondent percent

1. Yes 83 83

2. No 17 17

TOTAL

100 100

Interpretation

Table shows that only 83% of respondents known that Chackson is a member

of Anna Group.

Graphs-2

Respondents who know that Chackson is a Member of Anna Groups

83%

17%

Yes

No

Table -3

Awareness of ISO Certification for Chackson Products

Sl. No Awareness No. of respondent Percent

1. Yes 74 74

2. NO 26 26

Total 100 100

Interpretation

Most of the respondents know that Chackson is a ISO certified products.

Graph-3

Awareness of ISO Certification for Chackson Products

26%

74%

0

10

20

30

40

50

60

70

80

Yes No

Yes

No

Table-4

Source of Information for Chackson Products

Sl. No Source No. of respondent Percent

1. T.V ads 65 65

2. News paper,magazines 27 27

3. Shops 7 7

4. Friends/Others 1 1

Total 100 100

Interpretation

Table shows that TV advertaisment is the most effective medium for source

of information.

Graph -4

Source of Information for Chackson Products

1%7%

27%

65%

0

10

20

30

40

50

60

70

T.V

ads

News

pape

r,mag

azin

es Shop

s

Frie

nds/

Oth

ers

T.V ads

News paper,magazines

Shops

Friends/Others

Table -5

Opinion about the Price of the Product

Sl. No Price No. of respondent Percent

1. Excellent 5 5

2. Very good 9 9

3. Good 40 40

4. Fair 45 45

5. Bad 1 1

Total 100 100

Interpretation

The above figure shows that price for Chackson products some what

high asper the respondent’s opinion.

Graph -5

Opinion about the Price of the Product

1%

45%

40%

9%5%

0

5

10

15

20

25

30

35

40

45

50

Excellent Very good Good Fair Bad

Excellent

Very good

Good

Fair

Bad

Table -6

Opinion about the Quailty of the Product

Sl. No Price No. of

respondent

Percent

1. Excellent 10 10

2. Very good 50 50

3. Good 30 30

4. Fair 8 8

5. Bad 2 2

Total 100 100

Interpretation

Most of the respondents consider Chackson products are having good quailty.

Graphs -6

Opinion about the Quailty of the Product

2%

8%

30%

50%

10%

0

10

20

30

40

50

60

Excellent Very good Good Fair Bad

Excellent

Very good

Good

Fair

Bad

Table- 7

Comparison with Competitor’s Product Price

Sl. No Comparison No. of respondent Percent

1. Reasonable 80 80

2. High 18 18

3. Low 2 2

Total 100 100

Interpretation

Compared with competitors, the price is reasonable for most of the

respondents.

Graph- 7

Comparison with Competitor’s Product Price

80%

18%2%

Reasonable

High

Low

Table- 8

Reason for Buying Chackson Products

Sl. No Source No. of

respondent

Percent

1. Availability 5 5

2. Brand image 70 70

3. Price 20 20

4. Product features 5 5

Total 100 100

Interpretation

The table shows that most of the responents prefer brand image of Chackson

product to buy the same.

Graph- 8

Reason for Buying Chackson Products

0

10

20

30

40

50

60

70

80

Availability Brand image Price Productfeatures

Availability

Brand image

Price

Product features

Table-9

Opinion & Satisfaction about Chackson Products

Sl. No Source No. of respondent Percent

1. Excellent 60 60

2. Good 30 30

3. Average 7 7

4. Bad 3 3

Total 100 100

Interpretation

Chackson products have got excellent opinion about their products amoung the

responents.

Graph- 9

Opinion & Satisfaction about Chackson Products

60%30%

7% 3%

Excellent

Good

Average

Bad

Table-10

Responents Satisfied with Product Design

Sl. No Satisfaction No. of

respondent

Percent

1. Yes 85 85

2. No 15 15

TOTAL

100 100

Interpretation

The table shows that most of the customers are satisfied with the design of

Chackson products.

Graphs-10

Responents Satisfied with Product Design

85%

15%

Yes

No

Table -11

Opinion Regarding Durability of Products

Sl. No Satisfaction level No. of respondent Percent

1. Highly satisfied 10 10

2. Satisfied 60 60

3. Dissatisfied 12 12

4. Neutral 16 16

5. Highly dissatisfied 2 2

Total 100 100

Interpretation

Most of the responents are satisfied with the durability of the products of

Chackson.

Graph -11

Opinion Regarding Durability of Products

10%

60%

12%16%

2%

0

10

20

30

40

50

60

70

Hig

hly

satisf

ied

Satisf

ied

Dis

satisf

ied

Neu

tral

Hig

hly

diss

atis

fied

Highly satisfied

Satisfied

Dissatisfied

Neutral

Highly dissatisfied

Table -12

Opinion Regarding Availability of Products

Sl. No Availability No. of respondent Percent

1. Highly satisfied 90 90

2. Satisfied 10 10

3. Dissatisfied 0 0

4. Neutral 0 0

5. Highly dissatisfied 0 0

Total 100 100

Interpretation

There are no complaints at regarding the Availability of Chackson Products.

Graphs -12

Opinion Regarding Availability of Products

0%0%0%10%

90%

0102030405060708090

100

Hig

hly

satis

fied

Sat

isfie

d

Dis

satis

fied

Neu

tral

Hig

hly

diss

atis

fied

Highly satisfied

Satisfied

Dissatisfied

Neutral

Highly dissatisfied

Table -13

No. of Respondents who have been using the products for years

Sl. No No of years No. of

respondent

Percent

1. Less than 5 55 55

2. Greater than 5 45 45

TOTAL

100 100

Interpretation

Most of the respodnents are newer users.

Table -13

No. of Respondents who have been using the products for years

55%

45%Less than 5

Greater than 5

Table-14

Opinion about Discount Offers

Sl. No Interseted No. of

respondent

Percent

1. Yes 98 98

2. No 2 2

TOTAL

100 100

Interpretation

Most of the customers are interested to get some type of discount offers from

Chackson products.

Table-14

Opinion about Discount Offers

98%

2%

Yes

No

Table-15

Opinion about Type of Discount

Sl. No Discount types No. of respondent Percent

1. Coupon discounts 5 5

2. Money discount 70 70

3. Complementary items 25 25

Total 100 100

Interpretation

Most of the consumers like to get money discount from Chackson products and

25% of them are interested to get complementary items.

Graph -15

Opinion about Type of Discount

5%

70%

25%

Coupon discounts

Money discount

Complementary items

Table-16

Opinion about Advertaisment Effectiveness

Sl. No Source No. of respondent Percent

1. Strongly agress 80 80

2. Agress 10 10

3. Disagree 7 7

4. Neutral 3 3

Total 100 100

Interpretation

The above table shows that advertaising has got great influence amoung the

consumers.

Graph -16

Opinion about Advertaisment Effectiveness

3%7%10%

80%

0

10

20

30

40

50

60

70

80

90

Stronglyagress

Agress Disagree Neutral

Strongly agress

Agress

Disagree

Neutral

Table- 17

Purchase for Chackson Products

Sl. No Location No. of respondent Percent

1. Near by shops 30 30

2. Company stores 5 5

3. Town/city 65 65

Total 100 100

Interpretation

Most of the consumers like to buy Chackson products from town or city,

while 30% like to buy from nearby shops.

Graph - 17

Purchase for Chackson Products

30%

5%65%

Near by shops

Company stores

Town/city

Table -18

Recommendation Nature of Consumers to Others/Friends

Sl. No Interseted No. of

respondent

Percent

1. Yes 88 88

2. No 12 12

TOTAL

100 100

Interpretation

The table shows that most of the consumers are satisfied with Chackson

products and they will recommend Chackson products to others.

Graph -18

Recommendation Nature of Consumers to Others/Friends

88%

12%

Yes

No

Table -19

Opinion Regarding Brand Preference

Sl. No Location No. of respondent Percent

1. Yes 56 56

2. No 40 40

3. Can’t say 4 4

Total 100 100

Interpretation

50% of the respondents have got a particular brand preference.

Graph -19

Opinion Regarding Brand Preference

58%

42%Yes

No

Table -20

Overall Satisfaction Level towards Anna Aluminium Products

Sl. No Rating No. of

respondent

Percent

1. Excellent 65 65

2. Good 25 25

3. Fair 9 9

4. Poor 1 1

Total 100 100

Interpretation

Most of the consumers are very much interested about the products of Anna

Aluminium. 90% of them are very satisfied also.

Graph -20

Overall Satisfaction Level towards Anna Aluminium Products

1%

9%

25%

65%

0

10

20

30

40

50

60

70

Excellent Good Fair Poor

Excellent

Good

Fair

Poor

STATEMENT OF PROBLEM

It is interested to know, whether the customers of Chackson Products are

Satisfied or Not.

CONCLUSION

From the data collected and analyzed it is clear that consumers are very much

satisfied with Chackson Products.

CHAPTER-9

FINDINGS

FINDINGS

The major findings are:-

Customers are satisfied with the quailty and price of the products.

Products have good brand image.

The retailers have a good opinion about the availability of products.

Most of the retailer’s state that the company is replacing the damaged

products.

The exchange offers are satisfied by the customers.

Advertaisments also influence on sale of products.

New products like Gas stove, Mixie has not been popular in the market so

far

In the absence of a particular brand majority consumes another brand.

CHAPTER-10

SUGGESTION

SUGGESTIONS

The major suggestions are:-

Customer’s satisfaction must be maintained and after sales services also

provided.

Give more advertaisment to the new products.

Maintain the quailty and price of the products.

Make sure that the availability of the products in all areas.

Maintain a good relationship with the retailers and customers.

Opening new outlets in rural areas and catches more customers.

CHAPTER-11

CONCLUSION

CONCLUSION

From this study, it can be concluded that “CHACKSON

PRODUCTS & ANNA ALUMINIUM PRODUCTS” is a well- known brand and

know for its excellent products. It was a great opportunity for me to do my project

study in ANNA ALUMINIUM COMPANY.

Customer’s satisfaction is the key to the success of a company.

Hence a company must have to evaluate the customer’s satisfaction for their

success. Customer’s satisfaction goes the purchase decision of the customers.

Consumer satisfaction measurement gives the true picture of the firm from the

public. Proper understanding and analysis of the factors will lead the company to

profit .

Chackson is the brand name under which Anna Aluminium Company

markets its range of packed house hold products. Chackson brand presser cooker

commenced production in 1993, and the product captured on fourth market share

with in the short span of 4 years. As a Hall mark of quailty Chackson pressur

cooker is also approved by the bureou of Indian standards with its ISS

Certification. The company indents to expand the capacity of the unit and produce

new items like Teflon coated utilies and hard anodized aluminium utensils.

CHAPTER-12

BIBLIOGRAPHY

BIBLIOGRAPHY

BOOKS:-

Philip Kotler & Kevin Keller, Marketing Management, Prentice-

Hall India, (2006) 12th edition.

Marketing Research, Dacid j. luck Ronald S.Rubin Prentice Hall of India Pvt. Ltd

C.R Kothari (2002), Research Methodology; vishwa prakashan 2nd edition New Delhi

Judith w. Kincaid, Customer Relations Management

WEBSITES:-

www.annaaluminium.com

www.aluminium industry.com

www.wikepedia.com

CHAPTER-13

ANNEXURE

Annexure

A STUDT ABOUT “CUSTOMER SATISFACTION OF CHACKSON

PRODUCTS AT ANNA ALUMINIUM COMPANY LTD”.

Questionaire:

1. Name of respondent :

2. Age :

3. Sex :

4. Occupation :

5. Have you heard about Chackson products and Anna aluminium

products?

Yes No

6. How do you know about the products?

T.V Magazines Friends/Relatives

Newspaper

7. Do you purchase any products?

Yes No

8. What is your opinion towards these products?

Good Average Bad

9. Why do you prefer these products?

Quailty Price Brand image

Availability

10. Are you satisfied with the price of the products?

Yes No

11. Do you purchase any products again?

Yes No

12. What is opinion towards the availability of products?

Good Improved Bad

13. What is opinion towards the Quaility?

Good Average Bad

14. Are you satisfied with the Gurantee & Warrenty?

Yes No

15. Would you recommend the products to any one?

Yes No

16. Do you get any Offers?

Yes No

17. Are you satisfied with company Offers?

Yes No

18. Awareness of new products?

Yes No

19. Do you have any brand preferences?

Yes No

20. Any suggestions about the products?

Yes No

Thank you,

A STUDY ABOUT CUSTOMER SATISFACTION OF

CHACKSON PRODUCTS AT ANNA ALUMINIUM COMPANY

PROJECT REPORT

Submitted in partial fulfillment of requirements for the

award of the degree

MASTER OF BUSINESS ADMINISTRATION OF MAHATMA GANDHI

UNIVERSITY, KOTTAYAM

Submitted by

NIKHIL MOHAN

Reg no: 12859

Under the guidance of

Mr. JOJI JAMES SHILPA.V

Faculty guide Project

guide

ST JOHN’S COLLEGE

PRAKKANAM, PATHANAMTHITTA

2009-2011

ST. JOHNS COLLEGEPrakkanam P.O, Pathanamthitta – 689 643

Tel: 0468 2321769

Website: www.st.johnscollegeindia.com

Date…………………...

CERTIFICATE

This is to certify that the dissertation entitled “A study on Customer

satisfaction of chackson products at ANNA ALUMINIUM COMPANY LTD ” ,

is an authentic record of work carried out by NIKHILMOHAN, student of St.Johns

College, Prakkanam, Pathanamthitta of M.G University, Kottayam under my

supervision and guidance and that no part thereof has been presented for any

other degree.

Faculty Guide Principal

......................... ………………………

Viva –voice Examination held on ……………………………..

ACKNOWLEDGEMENT

First of all, I thank ALMIGHTY GOD for his mercy and love, which

kept me in good health and sound mind and helped me to complete the internship

program successfully.

I express my sincere thanks to Prof. N.SREEKUMARAN NAIR,

Principal my beloved director, DR. SONY JOHN and Mr.JOJI JAMES, my

faculty guide, St. John’s College, Prakkanam, Pathanamthitta, providing me

adequate time for project, moral support and encouragement.

I express my sincere gratitude to Mr . BOBY VARGHESE, and all the

other staff of ANNA ALUMINIUM COMPANY for giving me an opportunity to

do the project in their esteemed organisation.

I sincerely thank my parents, relatives and friends for their

encouragement and support during the project. Last, but not the least I express my

gratitude to everyone who directly and indirectly helped for completing the project

in time and there by making my venture a grand success.

NIKHIL MOHAN

DECLARATION

I, NIKHIL MOHAN here by declare that this project title

“A Study about Customer Satisfaction of Chackson Products at Anna

Aluminium Company”,which Iam submitting to the M.G University,

Kottayam is a record of original work done by me and has not been

submitted to any other academic qualification, fellowship or other

similar title of any other university.

NIKHI

L MOHAN

Place: Prakkanam

Date: 20-07-2011

LIST OF TABLES

Sl.No.

Title Page No

1 Familiarity of Chackson Products 32

2 Respondents who know that Chackson is a member

of Anna Group

34

3 Awareness of ISO Certification for Chackson

Products

36

4 Source of Information for Chackson Products 38

5 Opinion about the Price of the Product 40

6 Opinion about the Quailty of the Product 42

7 Comparison with Competitor’s Product Price 44

8 Reason for Buying Chackson Products 46

9 Opinion & Satisfaction about Chackson Products 48

10 Responents Satisfied with Product Design 50

11 Opinion Regarding Durability of Products 52

12 Opinion Regarding Availability of Products 54

13 No. of Respondents who have been using the

products for years

56

14 Opinion about Discount Offers 58

15 Opinion about Type of Discount 60

16 Opinion about Advertaisment Effectiveness 62

17 Purchase for Chackson Products 64

18 Recommendation Nature of Consumers to

Others/Friends

66

19 Opinion Regarding Brand Preference 68

20 Overall Satisfaction Level towards Anna Aluminium

Products

70

LIST OF FIGURES

Sl.No.

Title Page No

1 Familiarity of Chackson Products 33

2 Respondents who know that Chackson is a member

of Anna Group

35

3 Awareness of ISO Certification for Chackson

Products

37

4 Source of Information for Chackson Products 39

5 Opinion about the Price of the Product 41

6 Opinion about the Quailty of the Product 43

7 Comparison with Competitor’s Product Price 45

8 Reason for Buying Chackson Products 47

9 Opinion & Satisfaction about Chackson Products 49

10 Responents Satisfied with Product Design 51

11 Opinion Regarding Durability of Products 53

12 Opinion Regarding Availability of Products 55

13 No. of Respondents who have been using the

products for years

57

14 Opinion about Discount Offers 59

15 Opinion about Type of Discount 61

16 Opinion about Advertaisment Effectiveness 63

17 Purchase for Chackson Products 65

18 Recommendation Nature of Consumers to 67

Others/Friends

19 Opinion Regarding Brand Preference 69

20 Overall Satisfaction Level towards Anna Aluminium

Products

71

CONTENTS

CHAPTER TITLE PAGE NO.

1 INTRODUCTION

1.1 INDUSTRY PROFILE

1.2 COMPANY PROFILE

1.3 GROUP PROFILE

1.4 PRODUCT PROFILE

1

3

7

11

17

2 MARKETING 22

3 RESEARCH METHODOLOGY 26

4 DATA ANALYSIS 31

5 FINDINGS 73

6 SUGGESTION 75

7 CONCLUSION 77

8 BIBLIOGRAPHY 79

9 ANNEXURE 81