1

CHAPTER I

INTRODUCTION
1.1 Introduction to The Study In todays competition world, every company has to study consumer purchasing power & behavior prior to develop a marketing plan for its product. This enables the marketer to understand who constitute the market, what and why the market buys, who participate in & influences the buying process & how, when & where consumer buy. But such knowledge is critical for marketers since having a strong understanding of behavior will help shed light on what is important to the customer & also suggest the important to the customer decision making. Using this information marketers can create marketing programs that they believe will be interest to customers. Buyer behavior is deeply rooted in psychology will dashes of sociology thrown in just to make things more interesting since every person in the word is different, it is impossible to have simple rules that explain how buying decisions are made contemporary approaches to business emphasize the importance of adopting a consumer focus. Marketing in particular, beings & ends with the consumer from determining his or her needs to ensuring postpurchase satisfaction. CUSTOMER SATISFACATION:This research report is a part of the partial fulfillment for the master degree in business administration. The company selected by the researcher is ARUCHEM at THIRUVANMAIUR, which deals in different brands of CHEMICAL. The area assigned by the company for the researcher is the THIRUVANMAIUR region; on discussion with the company, the researcher made a survey towards CHEMICAL about customer satisfaction. In Marketing, Customer is very often referred to as KING Customers are value maxi misers. Customer satisfaction is defined by Websters dictionary as FULFILLMENT OF A NEED OR WANT. Satisfaction is a persons feeling of pleasure or disappointment, resulting from comparison of a products perceived and actual performance in relation to his or her expectations. So, Customers Satisfaction is an function of the products perceived performance and the consumers expectation. Satisfaction is often a subjective phenomenon and depends on consumers state of mind both at the time of purchase and more importantly at the time of consumption. It is important because in a large number of cases, some degree of past purchase dissonance is evident among consumers. Many companies are aiming at high

2 satisfaction because customers who are just satisfied find it easy to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. In fact, emphasis has shifted from mere satisfaction to delight of customers. High satisfaction of delight creates an emotional affinity with the brand and the supplier, not just a rational preference. The result is high customer loyalty. Satisfied customers lead to word of mouth publicity. In fact, it can spread faster than advertising. Besides, high value products, people may like to go by the experience of owners of particular brands. Hence, existing customers, if satisfied can be important ambassadors of positive brand image. So also feedback from the existing customers can be very reward. A company may not always be right in whatever it does. A feedback from customers can help the company restructure the various components of its marketing mix. Whether The buyer is satisfied after purchase depends on the offers performance in relation to the buyers expectations. THE MARKETING MIX (The 4 Ps of Marketing) The major marketing management decisions can be classified one of the following four: CATEGORIES: Product Price Place(distribution) Promotion PRODUCT The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, service, warranty, etc. PRICE

3 Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other opinions such as leasing. PLACE Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions. Distribution decisions include market coverage, channel member selection, logistics, and levels of service. PROMOTION Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. Promotion decisions involve advertising, public relations, media types, etc. 1.2 COMPANY PROFILE 1.2.1 COMPANY OBJECT: The object for carrying out cleaning of air cooled condenser is to remove the deposits like insects, birds leaf, coke fines and other foreign matters that are accumulated over the years on outside of the tubes(i.e.) in fins portion to attain maximum efficiency. 1.2.2 ABOUT US: 1.2.2.1 PROFILE: From a modest beginning in 1955, the IGP Group today provides over 50 products and services to the core sector. The group's products are well accepted both in the domestic as well as in the international markets.

The group's manufacturing facilities are spread over 13 factories. These factories use state of the art manufacturing techniques and are equipped with up to date testing facilities to provide good quality products to our customers. Continuous Improvement programmes and constant interaction between management and people at various levels has created a team of highly motivated professionals. The group's R&D team using in-house facilities and through

4 interaction with Universities and Technical Associations develops our products and processes continuously. Spiraled industrial gaskets manufactured by IGP Engineers Private Limited are market leaders in their category in India. Cori rubber Rubber Expansion joints, Anti Vibration Mounts and Rubber Linings are increasingly popular. Lonestar metal expansion joints are leading players in the Expansion joint industry. Insapflex hose assemblies are very popular with heavy vehicle and Earth Moving Equipment manufacturers. Arudra is well known for its conveyor equipment and bullet cleaning of condensers. Aruchem has made great strides in high pressure boiler cleaning. Plastic injection moulding facilities at VP Engineers are on par with the best in the country. ARUCHEM, a leading Engineering Organization based at Chennai, India. Aruchem offers a wide range of Metal Expansion Joints / Bellows. Aruchem with several years of experience, have successfully developed and supplied Metal Expansion Joints / Bellows for various applications which includes Pipe Lines, Process Ducts, Turbines, Heat Exchangers, Condensers, Exhaust Manifolds and other Equipments. Aruchem have supplied Metal Expansion Joints / Bellows for the above applications to various installations in Core-Sector Industries such as Refineries, Petrochemicals, Chemical, Fertilizer, Metallurgical, Steel, Power, Cement, Nuclear, Shipping etc. Aruchem with proven design & latest manufacturing technology supported by ISO 9001 accreditation, offers Quality Metal Expansion Joints / Bellows meeting Global Standards.

1.2.2.2 ACHIEVEMENT: Aruchem is the first Metal Expansion Joints / Bellows manufacturer in India to obtain ISO 9001accredition. Aruchem have supplied a critical application Expansion Joint within 48 hours for a Petrochemical Industry in India, which includes a site study, manufacturing and shipment to userslocation.

5 Aruchem have developed and supplied Externally Pressurized Expansion Joints for accommodating large amount of movement at high pressure for Refineries in India. Aruchem have developed and supplied Reinforced Expansion Joints for very High Pressure Fixed Tube Heat Exchanger under Third Party Inspection for an OEM in India. Aruchem have developed High Pressure Expansion Joints for compensating large amount of Lateral movement for the Oil installations in Middle East Asia and India. Aruchem have been supplying Metal Expansion Joints / Bellows to various Shipping Industries / Ship Repairers with short delivery as low as 24 hours. 1.2.2.3 CUSTOMER PROFILE: Aruchem with their stringent Quality and prompt service, have several satisfied customers both in India and other countries. This has prompted several customers to look at Aruchem as single window for their requirement of Metal Expansion Joints / Bellows. Aruchem's Metal Expansion Joints / Bellows are functioning satisfactorily for several years at various installations in stringent operating conditions. Aruchem is capable of supplying Metal Expansion Joints / Bellows within 48 hours for any emergency requirements. Aruchem's supply reference list in various core sector industries is limitless. This includes various customers / end users in Refineries, Petrochemicals, Chemicals, Power, Metallurgical, Process and OEM sectors (Details available on request).

1.2.2.4 IGP GROUP COMPANIES: ARUDRA ENGINEERS PRIVATE LTD ARUCHEM PRIVATE LTD CORI ENGINEERS PRIVATE LTD. INSAP ENGINEERS PRIVATE LTD. VP ENGINEERS PRIVATE LTD LONESTAR INDUSTRIES

6 INSAPLEX PRIVATE LTD 1.2.2.4.1 ARUDRA ENGINEERS PRIVATE LTD: Chemicals Coronil Technical details Conveyor

1.2.2.4 ARUCHEM PRIVATE LTD: Aruchem industrial cleaning

1.2.2.4.3 CORI ENGINEERS PRIVATE LTD: Industrial gaskets Spiral wound gaskets Exchanger gaskets Metallic gaskets Non-metallic gaskets

1.2.2.4.4 INSAP ENGINEERS PRIVATE LTD: Hose assemblies Rubber hose assemblies PTFE hose assemblies Metallic hose assemblies

1.2.2.4.5 VP ENGINEERS PRIVATE LTD: Heat exchanger Floating ball blankets Coolers & columns Plastic components

1.2.2.4.6 LONESTAR INDUSTRIES: RTJ gaskets Comprofile gaskets

7 Fabric insulation joints Flange insul gaskets

1.2.2.5 FOAM CLEANING OF EXTERIORS OF AIR COOLED CONDENSER: We introduce ourselves as a member of IGP group of companies, specializing in various industrial cleaning services like chemical cleaning of high pressure boilers, pipelines etc., Bullet cleaning of condenser tubes, helium testing, eddy current, hydrokinetics cleaning of pipelines and furnace tubes, heat exchangers. For a decade and a half, we are in the line doing pioneering service to various customers like Utilities, Refineries and performance of the units besides improving the availability factor. This is our specialty. In the continuous process of improving our cleaning technique, we are now happy to inform you that through our R & D efforts, we have developed a high quality, safe and economical procedure for cleaning the exteriors of fouled air cooled condenser, hither to which was posing a big challenge. In this particular application, our process primarily uses foam ridden solvents, which has high penetrating capacity combined with property to reduce the surface tension. This process is very efficient in removing oil, dust, dirt and caked products formed on particularly intricate inaccessible areas. Since the process operates under low pressure, the fins are not damaged in any way. The foam is generated in our proprietary foam generator ensuring consistent quality of foam with very high half-life period. This is an important factor in foam cleaning technique. The surface of the air cooled condenser on application of the foam ridden solvents is allowed to soak for a period of time to permit penetration thereby reducing the adherences of the scale to the surface. Later, the surface is lanced with abundant quantity of water at low pressure to flush out the dislodged scale. In our experiences and trial studies, we found that this technique is much suitable for cleaning air cooler condenser where fast- adhered deposits get trapped in inaccessible intricate fins spread. The salient features of our system are:1. Bio-degradable foam and hence disposal is not an issue. 2. No damage to fins as we will be operating at low pressure. 3. Provides great surface contact and hence better cleaning than other conventional process. 4. No high pressure jetting (which damages fins) 5. Very short cleaning time 6. Setup time for our equipment less than one hour.

8 7. Fire water can be used for flushing provided the same is clear. 1.2.2.6 PREPARATION: Arrange thefoam generator, foaming chemicals and necessary water connections. STEP: I LOW PRESSURE WATER RINSE for the duration of 2 to 4 hrs to remove all loose deposits. STEP: II Applying foam to the external fins to the duration of 5 to 6 hrs per fan. STEP: III High volume water rinse to duration of 10 to 12 hrs. However the duration of the cleaning process may increase or decrease upon the extent of the deposit. 1.2.2.7 DIFFERENCE TYPES OF CUSTOMERS: 1. Water/Effluent treatment plant manufacturers 2. Cooling tower manufacturers 3. National Thermal Power Stations across India 4. State owned Electricity Boards 5. Paper Mills 6. Telecommunications 7. Electronic, Automobile 8. Textiles, Conveyor and package Industries 9. Coffee Vending Machine Manufacturers 10. Monofilament Yarn Manufacturers 1.2.3 PRODUCT ADVANTAGES: High pressure cleaning can bend or damage the delicate fins. More over high pressure water blasting compacts dirt and debris in to the center of the unit thereby reducing Airflow and cooling effectiveness. Our unique and redefined systems allows the fins to be 100% soaked in our powerful cleaning solution, which breaks the bond between the fins and dirt/debris. Low pressure water is then applied to effectively rinse away the foam residue without damaging the fins. Foam contacts all surface and the foam will pickup and carry away sloughed insoluble deposits. 1.3 NEED FOR THE STUDY:

9 Studying customers provides clue for developing new products, product features price and other marketing-mix elements. To understand the buyers consciousness about the product and the purchasers decisions. This study helps concern to get the decisions about the tiles (product) devise suitable strategies for marketing. Study helps the concern in the fixation of price for their new product concrete tiles. It helps to learn about the consumer taste and preferences with regards to the Aruchem tiles product. The study helps to estimate about the Aruchem tiles sales and its future in the market.

CHAPTER II

REVIEW OF LITERATURE
2.1 CUSTOMER SATISFACTION: Degree of satisfaction provided by the goods or services of a firm as measured by the number of repeat customers. Customer satisfaction is in the Advertising, Marketing, Selling and Customer Relations & Services subjects. customer satisfaction appears in the definitions of the following terms: world class, non value adding activity, customer analysis, balanced scorecard (BSC), direct measures of quality, supply chain management (SCM), customer focused performance and Malcolm Baldridge National Quality Award

10 Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. 2.1.1 Measuring customer satisfaction Organizations are increasingly interested in retaining existing customers while targeting noncustomers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which including follow-on database maintenance and management.

The personal service that need to make our customer satisfaction research project a success. Baseline Measurement of Customers' Satisfaction Levels. This measurement will able to quantify your customers' satisfaction levels, and know the reasons for satisfaction or dissatisfaction. We'll calculate and rank the importance of a number of satisfaction-related attributes. Customer Satisfaction Tracking System. This will enable to tell how effective are the efforts at improving customer satisfaction have been. Competitive Customer Satisfaction Measurement. This tells you just where you stand on customer satisfaction relative to key competitors that you identify. Customer Retention Research. Find out why clients are leaving, and what would make them stay. Use this information to design a customer retention program. Transfer of an Existing Customer Satisfaction Tracking Program. If there are existing customer satisfaction programs, this can continue its operation for company. The transfer will be seamless, and you may benefit from a fresh look at your company's existing approach. The management guru, Peter Drucker states, "The purpose of a business is to create and retain customers." So where do you start? Following are seven customer service tips that

11 can help ensure your organization is, indeed, providing superior customer service that will pretty much guarantee a high retention rate. 1. Know Your Customer. Understand what it is about your organization that makes customers come to you instead of your competition. Identify your strengths and build upon them. 2. Know Your Competition. Know what your competition is doing at all times. Are they doing something new or different? Are they doing something better than you? How can you do something better than them? Always ask yourself these questions. Keep your business on top when it comes to quality of products and service. 3. Retain Your Customers. It can cost 5-10 times more to acquire a new customer than it does to keep an existing one. Keep your customers delighted. Treat them like gold. After all, our customers are the reason we are in business. And remember, every customer you lose is a customer gained by your competition! 4. Create a Positive First Impression. The first contact your customers have with your organization is critical. Take measures to make sure that first contact is a magic moment instead of a tragic moment. In these days of shrinking profit margins, little things can make a big difference. Mother Theresa put it very well when she said, "Kind words can be short and easy to speak, but their echoes are truly endless." 5. Approach Complaints with a Positive Attitude. When you're dealing with customers on an ongoing basis, you'll undoubtedly receive your fair share of complaints. So keep in mind Al Capone's motto: "Don't take it personally, it's just business." After that, it's simply a question of approaching the problem with the right attitude to ensure customer satisfaction. 6. Sharpen Your Customer Service Skills. Customer service training is the most valuable tool you can give yourself or, as a manager, your employees. The skills mastered will enable everyone to become more productive, enjoy their job more, increase their value to the company and improve customer service at all levels. 7. Measure Customer Satisfaction. Continuously monitor your business. Never sit back and relax. Offer new products or services as needs require. Always ask the customer what you can do better. That information is the vital link between your business and your customers and can help provide the kind of service and satisfaction that builds customers for life. In any business today, the superior customer service commitment must be renewed every day. We have to tend to it, we have to feed it, we have to care about it and we have to live it.

12 When we do, that commitment translates into delighted customers, repeat business, referrals and increased profits. Customer satisfaction Research can address a variety of issues, including, but not limited to: How satisfied are your customers? How satisfied are your competitors' customers? How satisfied are your employees? How do consumers/businesses use the products and services in your industry? Are your target customers aware of your business? What is the image of your business among target customers? Is your advertising effective? What could make it more effective? How should you design a new product or service to meet the needs of the market? Central message: High customer satisfaction makes money and enhances profitability. Periodic customer satisfaction surveys are absolutely essential to any growing business. 2.1.2 Improving Customer Satisfaction Once a Customer Satisfaction Measurement Program Is in Place: Customer satisfaction research is not an end unto itself. The purpose, of course, in measuring customer satisfaction is to see where a company stands in this regard in the eyes of its customers, thereby enabling service and product improvements which will lead to higher satisfaction levels. The research is just one component in the quest to improve customer satisfaction. There are many others, including: Top management commitment, Linking of Customer Satisfaction scores with employee and management monetary incentives, Recognition of employees who contribute to customers' satisfaction, Identification, measurement, and tracking of operational variables which drive satisfaction scores, Customer-based improvement goals, Plans for improving operational variables,

13 Incorporation of customer satisfaction skills into employee training programs, Measurement of and plans for improvement of employee satisfaction, Changes in corporate hiring practices.

2.1.3 Top Management Commitment: Top management, through its actions, must show that customer satisfaction is important to it. This can be done in several ways. Acknowledging areas where the company needs to improve, Allocating appropriate resources to the improvement of customer satisfaction, Involvement of management and employees in the development of plans for customer satisfaction improvement, Linking management bonuses to satisfaction scores, Clear and frequent communication of what is being done to improve customer satisfaction.

2.1.4 Linking of Customer Satisfaction Scores with Employee and Management Monetary Incentives: This really is just a case of having management put its money where its mouth is. Monetary incentives for improving customer satisfaction scores should reach all levels of the organization, from top management to front-line employees and suppliers. Incentive programs can be structured so that all employees in an organizational unit receive compensation if the unit's customer satisfaction goals are met. Additionally, exemplary service on the part of individual employees can be rewarded on an ad hoc basis. Management incentives do not have to result in incremental expenditures; a reallocation of current incentives will suffice. For example, if 100% of a manager's bonus is dependent upon meeting operational and sales goals, the mix could be changed to include a customer satisfaction goal. 2.1.5 Recognition of Employees Who Contribute to Customers' Satisfaction: This is an inexpensive way to foster customer satisfaction. The keys to success are: Making sure that all employees are aware of why a particular employee is being recognized, Making sure that each employee being recognized is worthy of recognition.

2.1.6 Identification, Measurement, and Tracking of Operational Variables Which Drive Satisfaction Scores: The results of a customer satisfaction survey need to be evaluated to determine what needs to be improved. For example, a survey may find that customer waiting times need to be reduced.

14 The next step should be to quantify actual customer waiting times, and to set goals and strategies for reducing them. Goals should be as specific as possible. It is better to say "we want to reduce wait times during peak periods from an average of twenty minutes to fifteen minutes by the end of June," than to say "we need to reduce customer waiting times." 2.1.7 Customer-Based Improvement Goals: This tie directly to the previous point. Once you have identified what needs to be improved, you need to develop a plan for improving each identified area. Such plans need to be based on what customers really need, rather than what management believes to be a good goal. Using the previous example, if customers really desire wait times of ten minutes or less, having management dictate that wait times must be reduced to fifteen minutes will have limited appeal with customers. You may need to do a separate survey with customers to actually set appropriate goals. If this is not economically feasible, at least talk to a number of customers and gain their input before setting a goal. 2.1.8 Plans for Improving Operational Variables: Once you have established what needs to be improved, and how much it needs to be improved, plans need to be developed to make improvement happen. The keys to successful planning are to: Involve front-line employees and management in the planning process, Make sure plans are specific, Evaluate the success of plans once they have been put into place. This is done by measuring actual improvement in operations and customer satisfaction.

2.1.9 Incorporation of Customer Satisfaction Skills into Employee Training Programs: Employee training programs should be modified to include: A description of the importance of customer satisfaction to the company, Descriptions of what keeps customers satisfied, A description of customer satisfaction measurement programs, recognition programs, and incentive programs, Specific employee-performance expectations with regard to keeping customers satisfied.

2.1.10 Measurement of and Plans for Improvement of Employee Satisfaction: Unhappy employees will have difficulty in keeping customers happy. You should consider measuring the satisfaction levels of employees, and then developing action plans to improve employee satisfaction.

15

2.1.11 Changes in Corporate Hiring Practices: Certain types of people will do a better job of satisfying customers than will other types of people, regardless of the quality of training, reward, and recognition programs. Once you have determined the types of employee behaviors are important to customers, you should incorporate this knowledge Measuring What Is Important to Customers Most well-designed customer satisfaction surveys contain a series of "attributes," which are rating scales of a series of specific statements or questions (courtesy, accuracy, timeliness, etc.). Naturally, some "attributes" will be more important than others. There has been a longstanding controversy in the Research Industry about how to know the "importance" of attributes used in a customer satisfaction survey. There are two basic choices: 1. "Stated Importance," determined by asking customers how important an item is, 2. "Derived Importance," determined by calculating the relationship between attributes and satisfaction. I here favor the derived approach. Asking importance adds unnecessary questionnaire length (which irritates respondents) and provides answers which, in and of themselves, may lead you astray. The results of asking customers what is important are useful if combined with the derived approach, but could well result in erroneous customer satisfaction improvement strategies if used without also deriving importance. This can happen if what customers say is important is a prerequisite to competing in the marketplace. In other words, it is already being done well by your company and by your competitors. The derived approach will uncover items which are most important to the satisfaction of customers. These attributes will not always be the same attributes that a customer would identify as being most important. But they would be the ones which, if improved upon by a business, will result in higher levels of satisfaction. It is not difficult for someone who understands statistical analysis to calculate the relative importance of a series of attributes, provided that a questionnaire also includes a satisfaction measure of some sort. The basic process is to conduct a correlation analysis, eliminate attributes which have high correlation coefficients with each other and are saying "much the same thing," and then to run a regression analysis. There are a variety of PC statistical applications which can be used to perform these analyses, including SPSS. I used the derived approach to calculate attribute importance weights in each of our customer satisfaction surveys. 2.1.12 Customer Satisfaction a Critical Component of Profitability:

16 Exceptional customer service results in greater customer retention, which in turn results in higher profitability. Customer loyalty is a major contributor to sustainable profit growth. To achieve success, you must make superior service second nature of your organization. A seamless integration of all components in the service-profit chain employee satisfaction, value creation, customer satisfaction, customer loyalty, and profit and growth links all the critical dynamics of top customer service. Sadly, mature companies often forget or forsake the thing that made them successful in the first place: a customer-centric business model. They lose focus on the customer and start focusing on the bottom line and quarterly results. They look for ways to cut costs or increase revenues, often at the expense of the customer. They forget that satisfying customer needs and continuous value innovation is the only path to sustainable growth. This creates opportunities for new, smaller companies to emulate and improve upon what made their bigger competitors successful in the first place and steal their customers. 2.1.13 Innovation Defined Innovation is a process of taking new ideas through to satisfied customers. It is the conversion of new knowledge into new products and services. Innovation is about creating value and increasing efficiency, and therefore growing your business. It is a spark that keeps organizations and people moving ever onward and upward. "Without innovation, new products, new services, and new ways of doing business would never emerge, and most organizations would be forever stuck doing the same old things the same old way." 2.1.14 Innovation: A Paradigm Shift Innovation is bringing a paradigm shift in the way the business is done in a rapidly globalizing economy. This new economy is characterized by enhanced frequency of innovations, shortening of product, technology, and economic life cycles, rapid generation and commercialization of new technologies, globalization not only large but also small businesses, enhanced emphasis on business partnerships and strategic alliances, intensive and multi-country research and development programs and difficulty in accessing critical technologies.

2.1.15 Entrepreneurial Action the Engine of Innovation While research and invention is a major contributor to innovation, if there is no entrepreneurial action there is no value creation.

17 How satisfied are you with the purchase you made? How satisfied are you with the service you received? How likely are you to buy from us again? How likely are you to recommend our company to others?

2.1.16 Customer Expectations: Customer is defined as anyone who receives that which is produced by the individual or organization that has value. Customer expectations are continuously increasing. Brand loyalty is a thing of the past. Customers seek out products and producers that are best able to satisfy their requirements. A product does not need to be rated highest by customers on all dimensions, only on those they think are important. 2.1.17 Customer expectation; The "Customer Expectation Paradox" has to do with the difference between what customers WANT, and what they have learned they are going to receive from the companies they do business with. It goes like this: While customers want more from the companies and employees they do business with, they have actually come to expect less than they did before. We suggested that generally, if you compare customers from twenty years ago to customers nowadays, you'll find that today, customers want more. They want faster service, more convenient service, more flexibility in things like payment plans and options, or merchandise return polices. They want less time waiting in lines, and they want their problems solved almost immediately. 2.1.18 SERVQUAL: SERVQUAL is an instrument designed by the marketing research team of Berry, Parasuraman and Zeithaml to measure service quality from the point of view of the customer's minimum, desired and perceived levels of service. The survey is based upon the concept of the Gaps Model of Service Quality which posits that the discrepancy between customers' expectations for excellence and their perception of actual service delivered is a customer-oriented definition of service quality. The twenty-two survey questions are grouped into five service "dimensions" that have been consistently ranked by customers in various service industries to be most important for service quality. The five dimensions of service are: reliability - the ability to perform the promised service dependably and accurately responsiveness - the willingness to help customers and provide prompt service

18 assurance - the knowledge and courtesy of employees and their ability to convey trust and confidence empathy - the caring, individualized attention given to customers tangibles - the appearance of physical facilities, equipment, personnel and communication materials

If you dont make an emotional connection with customers, then satisfaction is worthless
By William J. McEwen and John H. Fleming

Source: Gallup Management Journal (http://gmj.gallup.com) For several decades, marketers have been tirelessly searching for a highly coveted but apparently elusive prize: customer satisfaction. The problem is, theyve been pursuing the wrong goal. Thats right. Regardless of how high a companys customer satisfaction levels may appear to be, satisfying customers without creating an emotional connection with them has no real value. None at all. As Werner Reinart and V. Kumar noted in a Harvard Business Review article last year, To identify the true apostles, companies need to judge customers by more than just their actions. Others echo their sentiments. Whartons Peter Fader states, It is hard to diagnose past behavior to understand why people did what they did. Historical behavioral data is rich and interesting, but it has its limits as a guide to the future. Customer satisfaction assessment was heralded some time ago as the obvious solution to the need for more meaningful customer measures. Satisfaction, it was claimed, provides insight into the reasons why customers behave as they do and is not merely a reflection of repeated behavior that may have been earned or purchasedby the company.

Customer Service and Satisfaction We must cultivate our garden. Voltaire When we talk about customer service and/or satisfaction, we talk about creativity.

19 Creativity allows us to handle or diffuse problems at hand or later on in the process of conducting the everyday business. We talk about how, or rather what, does the organization have to do to gain not only the sale but also the loyalty of the customer. We want to know the payoff of the transaction both in the short and long term. We want to know what our customers want. We want to know if our customers are satisfied. Satisfaction, of course, means that what we delivered to a customer met the customers approval. We want to know if customers are delighted and willing to come back, and so on. Fleiss2 and Feldman3 present examples of that delightfulness in their writings. Fleiss has written about Ben and Jerrys ice cream and Feldman has discussed excellence in a cab ride.

CHAPTER III

OBJECTIVES
3.1 Primary Objective To identify the satisfactory level of customer of Aruchem products. 3.2 Secondary Objectives

20 To find out customer preferences and expectations on chemical. To evaluate the price of the chemical products regarding the quality. To find out the customer satisfaction on quality, durable and colour of the Aruchem product. To find out customer relationship management activity of CHEMICAL industries in production of Aruchem chemical to satisfy the customer.

CHAPTER IV

RESEARCH METHODOLOGY
4.1 RESEARCH: Research is a process in which the researcher wishes to find out the end result for a given problem and thus the solution helps in future course of action. The research has been defined as A careful investigation or enquiry especially through search for new facts in any branch of knowledge. 4.1.1 Research Methodology:

21 The procedure using, which researchers go about their work of describing, explaining and predicting phenomena, is called Methodology. Methods compromise the procedures used for generating, collecting and evaluating data. Methods are the ways of obtaining information useful for assessing explanations. 4.1.2 Type of Research The type of research used in this project is descriptive in nature. Descriptive research is essentially a fact-finding related largely to the present, abstracting generations by cross sectional study of the current situation. The descriptive methods are extensively used in the physical and natural science, for instance when physics measure, biology classifies, zoology dissects and geology studies the rocks. But its use in social science is more common, as in socio economic surveys and job and activity analysis. Descriptive research aims at, Descriptive studies are observational studies which describe the patterns of disease occurrence in relation to variables such as person, place and time. They are often the first step or initial enquiry into a new topic, event, disease or condition. Descriptive studies can be divided into two roles - those studies that emphasize features of a new condition and those which describe the health status of communities or populations. Case reports, case-series reports, before-and-after studies, cross-sectional studies and surveillance studies deal with individuals. Ecological Studies examine populations. Common misuses of descriptive studies involve a lack of a clear, specific and reproducible case definition and establishing a casual relationship which the data cannot support. Whilst descriptive studies can highlight associations between variables or between exposure and outcome variables, they cannot establish causality. Descriptive studies do not have a comparison (control) group which means that they do not allow for inferences to be drawn about associations, casual or otherwise. However, they can suggest hypotheses which can be tested in analytical observational studies. Uses of Descriptive Studies 1. Health care planning Descriptive studies provide knowledge about which populations or subgroups are most or least affected by disease. This enables public health administrators to target particular segments of the population for education or prevention programmers and can help allocate resources more efficiently. 2. Hypothesis generation

22 Descriptive studies identify descriptive characteristics which frequently constitutes an important first step in the search for determinants or risk factors that can be altered or eliminated to reduce or prevent disease.

Types of Descriptive Studies

Case reports Case reports describe the experience of a single patient or a group of patients with a similar diagnosis. These types of studies typically depict an observant clinician identifying an unusual feature of a disease or a patient's history. They can represent the first clues in the identification of new diseases or adverse effects of an exposure. A case report can prompt further investigations with more rigorous study design. Case reports are quite common in medical journals. A systematic review found that they accounted for over one third of all articles published. They are useful to public health as they can provide an interface between clinical medicine and epidemiology. Case Series A case series is a report on a series of patients with an outcome of interest. No control group is involved. Another way of defining a case series is that case series are collections of individual case reports which may occur within a fairly short period of time and these are aggregated into one publication. This study design has historical importance in epidemiology. It was often used as an early means to identify the begining or presence of an epidemic. Even now, the routine surveillance of accumulating case reports often suggest the emergence of a new disease or epidemic. A convenient feature of case-series is that they can provide a case group for a case-control study. An advantage of case series over case report is that a case series can help formulate a new and useful hypothesis rather than merely documenting an interesting medical oddity. However, its disadvantage is that it cannot be used to test for the presence of a valid statistical association. Cross-sectional (Prevalence) Study This is the observation of a defined population at a single point in time or time interval. Exposure and outcome are determined simultaneously. This means that costs are small and loss to follow up is not a problem. However, because exposure and outcome are measured at the same time point, the temporal sequence is often impossible to determine. Sometimes the cross-sectional study can be considered an analytic study, when it is used to test an epidemiologic hypothesis. This can only occur when the current values of the exposure variables are unaltered over time, thus representing the value present at the initiation of the disease. For example, factors at birth.

23 The cross-sectional survey is sometimes referred to as a prevalence study and it can survey or assess the health status of a population - e.g. Health Survey of England. A survey can be defined as a special inquiry which collects planned information from individuals (usually a sample) about their history, habits, knowledge, attitudes or behavior. The principles involved include sampling, instrument design, non-response and accuracy. Reasons for non-response incorporate the effect of the topic, study design (postal, telephone or face-to-face interviews), age, sex, social class, urban/rural location and general attitudes to survey. See entry on Survey in Toolkit for more details. It is worth noting that the term 'cross-sectional' study is also used in social research. Here, the cross-sectional study refers to a snapshot of a population at a particular point in time. This contrasts with longitudinal studies which follow a population over a period of time (i.e. cohort and panel), with cross-comparative, where one population is compared with another within the same country and cross-national, where one country population is compared with other countries. Ecological Study (or Ecological Co relational Study) Ecological co relational studies look for associations between exposures and outcomes in populations rather than in individuals. They use data that has already been collected. (This could be argued to be a form of what social scientists call secondary statistical analysis). The measure of association between exposure and outcome is the correlation coefficient r. This is a measure of how linear the relationship is between the exposure and outcome variables. (Note that correctional is a specific form of association and requires two continuous variables). Advantages of an ecological study 1. An ecological study is quick and cheap to conduct. 2. It can generate new hypotheses. 3. It can identify new risk factors. Disadvantages of an ecological study 1. It is unable to control for confounding factors. This is often referred to as 'ecological fallacy', where two variables seem to be correlated but their relationship is in fact affected by cofounding factor(s). 2. It cannot link exposure with disease in individuals as those with disease may not be expose. 3. Its use of average exposure levels masks more complicated relationships with disease.

24 4. Its units of study are populations not individuals. Therefore, the disease rates linked with population characteristics and the association observed at group level does not reflect association at individual level. A useful way to remember the disadvantages is the acronym 'CLAP' - confounding, link, average and population. 4.1.4 Description of statistical tool used a) Percentage method b) Chi-square Test 4.1.4(a) PERCENTAGE METHOD: In this project Percentage method test was used. Formula: No of Respondent Percentage of Respondent = Total no. of Respondents 4.1.4(b) CHI-SQUARE Analysis: In this project chi-square test was used. This is an analysis of technique which analyzed the stated data in the project. It analysis the assumed data and calculated in the study. The Chisquare test is an important test amongst the several tests of significant developed by statistical. Chi-square, symbolically written as x2 (Pronounce as Ki-Spare), is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. Formulae: X2 (O-E)2 = E = Expected frequency 100

E O = Observed frequency 4.1.5 Data Collection Method:

Survey method is considered the best method for data collection of data and the tools used for data collection are Questionnaire. This method is quite popular particularly in case of big enquires. Private individuals, research works, private and public organizations and even government are adopting it. In this method a questionnaire is sent to the persons concerned with a request to answer and return the questionnaire. A questionnaire consists of a number of question involves both specific and general questions relating to consumer behavior. 4.1.6 Benefits availed through this method

25 There is low cost even when the universe is large and is widely spread geographically. It is free from the bias of the interviewer; answers are in respondents own words. Respondents, who are not easily approachable, can also be reached conveniently. Large samples can be made use of and thus the results can be made more dependable & reliable. Respondents have adequate time to give well thought out answers. 4.1.7 Limitations of this system Low rate of return of the duly filled in questionnaires; bias due to no-response is often indeterminate. It can be used only when respondents are educated and cooperating. The control over questionnaire may be lost once it is sent. It is difficult to know whether willing respondents are truly representative. This method is likely to be the slowest of all. 4.1.8 Sources of Data The two sources of data collection are namely a) Primary b) Secondary.

4.1.8(a) Primary Data Primary data are fresh data collected through survey from the customers using the questionnaire. Questionnaire helps to recognize the apprentices perception regarding the apprenticeship training and to find out their expectations and their career path. 4.1.8(b) Secondary Data Secondary data are collected from books internet and various journals, magazines etc. regarding the apprenticeship. 4.1.9 Research design A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. The problem of the study is to find out the satisfaction level of the customers Aruchem chemical products. 4.1.10 Sample Design

26 Sample Element Sample Size Sample Test Sample Media : : : : Past Customers 50 samples Percentage Method, CHI-SQUARE analysis, Questionnaire

CHAPTER V

DATA ANALYSIS & INTERPRETATION

TABLE NO: 5.1 S.No 1 2 3 Capital use Total budget spent on the project No of respondents 15 27 08 50 Percentage of respondents 30 54 16 100

5 Lakhs 10 lakhs 15 lakhs TOTAL

INFERENCE From the above table it is inferred that 16% customer were preferred their capital to be 15 lakhs, 54%preffered 10 Lakhs and 30% preferred 5 lakhs. CHART NO: 5.1

27 Total budget spent on the project

TABLE NO: 5.2 Source of Identification of the Product S.No 1 2 3 Source of identification Media Friends Builders TOTAL No of respondents 23 12 15 50 Percentage of respondents 46 24 30 100

Source :Primary Data INFERENCE From the above table it is inferred that 46 %the respondents identify the product through Media, 24 % identify through friends and 30% through Builders. CHART NO: 5.2 Source of Identification of the Product

TABLE NO: 5.3 Frequently uses of product S.No 1 2 3 4 Nature bought Daily Weakly Monthly Yearly TOTAL No of respondents 3 7 21 18 50 Percentage of respondents 6 14 42 38 100

28 Source: Primary Data INFERENCE From the above table it is inferred that 6%of customer chooses daily, 14 % customer prefers weakly, 42% customer prefers monthly and 38% customer prefers yearly. CHART NO: 5.3 Frequently uses of product

TABLE NO: 5.4 (a) Price the chemicals product bought S.No 1 2 3. The amount u bought the tiles Rs 10000 Rs 15000 Rs 20000 TOTAL No of respondents 15 27 08 50 Percentage of respondents 30 54 16 100

Source: Primary Data INFERENCE From the above table it is inferred that 54% respondents bought the goods for rupees 15000 , 30% bought for rupees 10000 and 16% bought for rupees 20000. CHART NO: 5.4 (a) Price the chemicals product bought

TABLE NO: 5.4 (b)

29

Ideal Price for the chemicals Product S.No 1 2 Ideal price Yes No TOTAL No of respondents 31 19 50 Percentage of respondents 62 38 100

INFERENCE From the above table it is inferred that 62% respondents the price limit is not ideal And 38 % preferred that its ideal. CHART NO: 5.4 (b) Ideal Price for the chemicals Product

TABLE NO:5.5 Long life uses of product S.No 1 2 3 4 5 6 Ideal price Less than 3 months Less than 6 months Less than 1 year Less than 3 year Less than 5 year More than 5 year TOTAL INFERENCE From the above table it is inferred that 6% respondents for less than 3 months, 12% respondents for less than 6 months, 30% respondents for less than 1 year, 24% respondents No of respondents 3 6 15 12 9 5 50 Percentage of respondents 6 12 30 24 18 10 100

30 for less than 3 year, 18% respondents for less than 5 year and 10% respondents for more than 5 year. CHART NO: 5.5 Long life uses of product TABLE NO: 5.6 Overall satisfied product S.No 1 2 3 4 5 Place were tiles utilized Very satisfied Somewhat satisfied Either satisfied or dissatisfied Somewhat dissatisfied Very dissatisfied TOTAL No of respondents 17 20 05 06 02 50 Percentage of respondents 34 40 10 12 04 100

INFERENCE From the above table it is inferred that 34% of people use the products in very satisfied, 40 % in somewhat satisfied, 10% in either satisfied or dissatisfied, 12% in somewhat dissatisfied and 04% in very satisfied. CHART NO: 5.6 Overall satisfied product

TABLE NO:5.7 Comparison of other company product S.No 1 2 3 4 5 6 Ideal price Much better Somewhat better About the same Somewhat worse Much worse I dont know TOTAL No of respondents 20 15 05 07 02 01 50 Percentage of respondents 40 30 10 14 04 02 100

31 INFERENCE From the above table it is inferred that 40% respondents for much better, 30% respondents for somewhat better, 10% respondents for about the same, 14% respondents for somewhat worse, 04% respondents for much worse and 02% respondents for I dont know. CHART NO: 5.7 Comparison of other company product TABLE NO: 5.8 Satisfaction level in Quality S.No 1 2 3 4 Satisfaction level in Quality Excellent Good Medium Not bad TOTAL No of respondents 15 19 08 08 50 Percentage of respondents 30 38 16 16 100

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

CHART NO: 5.8

Satisfaction level in Quality

TABLE NO:5.9 Satisfaction Level in Availability of chemical S.No 1 2 3 Satisfaction level in Availability Excellent Good Medium No of respondents 11 21 12 Percentage of respondents 22 42 24

32 4 Not bad TOTAL 06 50 12 100

INFERENCE From the above table it is inferred that the 42% customer preferred the satisfaction level in availability as Good, 24% as Medium ,22 % as Excellent and 12 % as not bad. CHART NO: 5.9 Satisfaction Level in Availability of chemical

TABLE NO: 5.10 Internal improvement required in the product S.No 1 2 3 4 Improve Internally Material Colour Size Shape TOTAL No of respondents 22 12 15 01 50 Percentage of respondents 44 24 30 02 100

INFERENCE From the above table it is inferred that the 44%of the people suggest that the product have to improve internally in Material, 30 % in Size 24 % in Colour and 02% in shape . CHART NO: 5.10 Internal improvement required in the product

33

TABLE NO: 5.11 The Area the product to Improve Externally S.No 1 2 3 4 Improve Externally Marketing Transportation Advertisement Discount TOTAL No of respondents 10 16 20 04 50 Percentage of respondents 20 32 40 08 100

INFERENCE From the above table it is inferred that 40 % in Advertisement, 23% of customer wants the product to improve externally in the field of Transportation, 20% in Marketing and 08% of customer prefer Discount. CHART NO: 5.11 The Area the product to Improve Externally

TABLE NO: 5.12 Satisfaction level in Transportation Facility S.No 1 2 3 Satisfaction in Level Transportation Highly satisfied Satisfied Dissatisfied TOTAL No of respondents 15 22 13 50 Percentage of respondents 30 44 26 100

INFERENCE From the above table it is inferred that the satisfaction level of Customer in the transportation is 44% Satisfied, 26% Dissatisfied and 30 % highly satisfied. CHART NO: 5.12 Satisfaction level in Transportation Facility

34

TABLE NO: 5.13 Durability level of the Product S.No 1 2 3 4 Level of Durability Excellent Good Medium Not bad TOTAL No of respondents 09 21 15 10 50 Percentage of respondents 18 42 30 20 100

INFERENCE From the above table it is inferred that the Durability of the tiles product preferred by the customer is 42% Good, 20% not bad, 30% Medium and 18 % Excellent. CHART NO: 5.13 Durability level of the Product

TABLE NO: 5.14 Level of Satisfaction with the price of chemical S.No 1 2 3 4 Satisfaction in Level Price Highly satisfied Satisfied Dissatisfied TOTAL No of respondents 15 15 20 50 Percentage of respondents 30 30 40 100

INFERENCE

35 From the above table it is inferred that the satisfaction level in Price preferred by the customer 40% Dissatisfied,30 % is satisfied, and 30% highly satisfied. CHART NO: 5.14 Level of Satisfaction with the price of chemical

TABLE NO: 5.15 The Reason for the product attractiveness S.No 1 2 3 4 Attractiveness Designs Colour Product availability Low Cost TOTAL No of respondents 17 15 09 09 50 Percentage of respondents 34 30 18 18 100

INFERENCE From the above table it is inferred that the Attractiveness level in minds of customer is 34% Designs, 30 % Colour,18% Low cost , and 18 % Product availability. CHART NO: 5.15 The Reason for the product attractiveness

TABLE NO: 5.16 Duration of usage of the aruchem chemical product

36

S.No 1 2 3

Duration of using the product 2Years 3 Years 4 Years TOTAL

No of respondents 10 25 15 50

Percentage of respondents 20 50 30 100

INFERENCE From the above table it is inferred that 20% of the customers are using the products for 2 years, 50 % of customers for 3 years and 30% for 4 years. CHART NO: 5.16 Duration of usage of the aruchem chemical product

TABLE NO: 5.17 Still Sticking to the Product S.No 1 2 Still using the product Yes No TOTAL No of respondents 35 15 50 Percentage of respondents 70 30 100

INFERENCE From the above table it is inferred that 70% of the customers are still sticking to the same chemical product and 30% of the customers are shift to other products. CHART NO: 5.17 Still Sticking to the Product

37

TABLE NO: 5.18 Level of Suggestion to Friends to utilize the aruchem chemical product S.No 1 2 Development of career opportunity Yes No TOTAL No of respondents 23 27 50 Percentage of respondents 46 54 100

INFERENCE From the above table it is inferred that 46% of the customer say they will suggest their friends and another 54% of the customer say that they wont suggest their friends. CHART NO: 5.18 Level of Suggestion to Friends to utilize the aruchem chemical product

TABLE NO: 5.19 CHI-SQUARE TABLE: OBSERVED FREQUENCY:

38

Durability of the product 2 year Quality of the product Excellent Good Medium Not bad Total 1 5 2 2 10 3 year 7 11 2 5 25 4 year 7 3 4 1 15 Total 15 19 08 08 50

EXPECTED FREQUENCY: Durability of the product Quality of the product 2 year Excellent Good Medium Not bad Total TABLE NO: 5.21 QUALITY OF PRODUCT VS DURABILITY OF PRODUCT Solution:H0: There is significant difference between quality of the product and durability of the product 3 3.8 1.6 1.6 10 3 year 7.5 9.5 4 4 25 4 year 4.5 5.7 2.4 2.4 15 Total 15 19 8 8 50

39 H1: There is no significant difference between quality of the product and durability of the product. 15*10 A= --------- = 3 50 25*15 B= ---------- = 7.5 50 15*15 C= ---------- = 4.5 50 10*19 D= ---------- = 3.8 50 25*19 E= --------- = 9.5 50 15*19 F= ---------- = 5.7 50 10*08 G= ---------- = 1.6 50 10*19 H= ---------- = 4 50 15*08 I= --------- = 2.4 50 10*08 J= ---------- = 1.6 50 25*08 K= ---------- = 4 50 15*08 L= ---------- = 2.4 50

40

O 1 7 7 5 11 3 2 2 4 2 5 1

E 3 7.5 4.5 3.8 9.5 5.7 1.6 4 2.4 1.6 4 2.4

(O-E) 2 -0.5 2.5 1.2 1.5 -2.7 0.4 -2 1.6 0.4 1 -1.4

(O-E)2 4 0.25 6.25 1.44 2.25 7.29 0.16 4 2.56 0.16 1 1.96 TOTAL

(O-E)2 E 1.33 0.03 1.39 0.38 0.24 1.28 01 1 1.067 0.1 0.25 0.82 7.99

Formula: (O-E) 2 X = ------------E

2

X2 = 7.99 DF = (C-1) (R-1) DF = (3-1) (4-1) DF = 6 Level of signification = 5% DF = 6, 0.05 Table value DF = 12.57 DF < X2 12.57 < 7.99 Result: H0 is accepted. So there is significant difference between quality of the product and durability of the product.

CHAPTER VI

41

FINDINGS OF THE STUDY: It is inferred that 16% customer were preferred their capital to be 15 lakhs, 54%preffered 10 Lakhs and 30% preferred 5 lakhs. It is inferred that 46 %the respondents identify the product through Media, 24 % identify through friends and 30% through Builders. It is inferred that 6%of customer chooses daily, 14 % customer prefers weakly, 42% customer prefers monthly and 38% customer prefers yearly. It is inferred that 54% respondents bought the goods for rupees 15000, 30% bought for rupees 10000 and 16% bought for rupees 20000. It is inferred that 62% respondents the price limit is not ideal And 38 % preferred that its ideal. It is inferred that 6% respondents for less than 3 months, 12% respondents for less than 6 months, 30% respondents for less than 1 year, 24% respondents for less than 3 year, 18% respondents for less than 5 year and 10% respondents for more than 5 year. It is inferred that 34% of people use the products in very satisfied, 40 % in somewhat satisfied, 10% in either satisfied or dissatisfied, 12% in somewhat dissatisfied and 04% in very satisfied. It is inferred that 40% respondents for much better, 30% respondents for somewhat better, 10% respondents for about the same, 14% respondents for somewhat worse, 04% respondents for much worse and 02% respondents for I dont know. It is inferred that 38% of people suggest that the satisfaction level in quality is good, 30% of people suggest as Excellent, 16% as not bad and 16% as Medium. It is inferred that the 42% customer preferred the satisfaction level in availability as Good, 24% as Medium ,22 % as Excellent and 12 % as not bad. It is inferred that the 44%of the people suggest that the product have to improve internally in Material, 30 % in Size 24 % in Colour and 02% in shape. It is inferred that 40 % in Advertisement, 23% of customer wants the product to improve externally in the field of Transportation, 20% in Marketing and 08% of customer prefer Discount. It is inferred that the satisfaction level of Customer in the transportation is 44% Satisfied, 26% Dissatisfied and 30 % highly satisfied.

42 It is inferred that the Durability of the tiles product preferred by the customer is 42% Good, 20% not bad, 30% Medium and 18 % Excellent. It is inferred that the satisfaction level in Price preferred by the customer 40% Dissatisfied, 30 % is satisfied, and 30% highly satisfied. It is inferred that the Attractiveness level in minds of customer is 34% Designs, 30 % Color, 18% Low cost, and 18 % Product availability. It is inferred that 20% of the customers are using the products for 2 years, 50 % of customers for 3 years and 30% for 4 years. It is inferred that 70% of the customers are still sticking to the same chemical product and 30% of the customers are shift to other products. It is inferred that 46% of the customer say they will suggest their friends and another 54% of the customer say that they wont suggest their friends. There is significant difference between quality of the product and durability of the product.

CHAPTER VII
6.1 SUGGESTIONS AND RECOMMENDATIONS

43 The price can be reduced by preparing the BX material by their own instead of importing it from the main branch. The company can introduced more quality and power according to the need of the customers. They should increase their concentration on the price of the products. The rate of sales of the chemical product can be increased by producing the chemical product at cheaper rate with the same quality level when compared with the competitors price limit. 6.2 CONCLUSION In todays knowledge based market, consumers are expecting more from the marketers. With increased change in needs and expectation of the consumers, the marketers need to be in close contact with the customers to learn their needs and satisfy them with their needs for the products success. From the study on the consumer behavior for the ARUCHEM chemical of CHEMICAL Industries Pvt Ltd. It was found that the concern has to produce more tiles of cheaper cost with more designs & quality comparing with other manufacturers. Therefore the concern has to concentrate more on producing Aruchem chemical product with more added features preferred by the consumers. On far with the chemical the producer has to stick on to the quality preferred by customers. To conclude, the study explores the market condition of the product and it infers a good will among the consumers and it has to focus the areas where the customer has to be fulfilled.

CHAPTER VIII
8.1 LIMITATIONS OF THE STUDY The study is based upon small populations like 50 samples within the chennai region.

44 The time duration of the study is more than the expected. The study only based on customer satisfaction level based on the Aruchem chemical product produced by the CHEMICAL Industries Pvt. Ltd. 8.2 SCOPE FOR THE FURTHER STUDY The project throws light on the need for Customer satisfaction level so as to carry out the organizational good in a perfect manner. The project was developed based on benefits of customer satisfaction level towards the product. It will be helpful for the Management to identify the needs and wants customers and to take decision to promote their business operation. This project can be base for the students who are doing the project in the related area and to the organization in viewing the worth of the customer satisfaction level.

ANNEXURE I BIBLIOGRAPHY
BOOKS: Kothari, C.R., Research Methodology Methods and Techniques

45

WEB SITES www.google.com www.ask.com www.about.com www.search.yahoo.com

CUSTOMER SATISFACTION
QUESTIONNAIRE

Name Age Gender Location

: : : :

46

1. Total Budget you spent for the Project (Premises)? a. 5, 00,000 b. 10, 00,000 c. 15, 00,000

2. Who referred you to Aruchem chemical product? a. Media b. Friends c. Builders

3. How frequently do you use our product? a. Daily b. weakly c. monthly d. yearly

1. a. For what price you have bought the chemical product? a. 10,000 b. 15,000 c. 20,000

b. Do you suggest its ideal price for that product? a. Yes b. No

2. How long have you use our product? Less than 3 months ( ) At least 3 months but less than 6 month ( ) At least 6 months but less than 1 year ( ) At least 1 year but less than 3 year ( ) At least 3 year but less than 5 year ( ) At least 5 year or more( ) 1. What is your level of satisfaction with our product / service? 5 very satisfied ( ) 4 somewhat satisfied ( ) 3 neither satisfied or dissatisfied( ) 2 somewhat dissatisfied ( )

47

1 vey dissatisfied ( ) 1. What is the satisfaction level of our product with that competitor company product? Much better ( ) Somewhat better ( ) About the same ( ) Somewhat worse ( ) Much worse ( ) Dont know ( ) 1. Please select the satisfaction level of aruchem chemical product quality? a. Excellent b. Good c. Medium d. Not bad

2. Please select the satisfaction level of aruchem chemical product availability? a. Excellent b. Good c. Medium d. Not bad

3. Suggest, on which area the products have to improve internally? a. Material b. Colour c. Size d. Shape

4. Suggest in which area the product have to improve externally? a. Marketing d. Discount 5. Are you satisfied with the transportation facility? a. Highly Satisfied b. Satisfied c. Dissatisfied b. Transportation c. Advertisement

6. Select the Durability level of the product? a. Excellent b. Good C. Moderate d. Not bad

48

7. Are you have satisfied with the price? a. Highly Satisfied b. Satisfied c. Dissatisfied

8. What make the product more attractive? a. Designs b. Colour c. Product availability d. Low Cost

9. How long you are using aruchem chemical product? a. 2 years b. 3 years c. 4 years

10. Are you still sticking to the product? a. Yes b. No

11. Will you suggest your friends to utilize aruchem chemical product? a. Yes b. No