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CHAPTER 1 INTRODUCTION

A market is one of the many varieties of systems, institutions, procedures, social and infrastructures whereby parties engage in exchange. While parties may exchange goods and services by barter, most markets rely on sellers offering their goods or services (including labor) in exchange for money from buyers. It can be said that a market is the process by which the prices of goods and services are established. Markets facilitate trade and enables the distribution and allocation of resources in a society. Markets allow any trade-able item to be evaluated and priced. A market emerges more or less spontaneously or may be constructed deliberately by human interaction in order to enable the exchange of rights (cf. ownership) of services and goods.

Marketing

is

a

widely

used

term

to

describe

the

means

of

communication between the company and the consumer audience. Marketing is the adaptation of the commercial activities and use of

institutions by the organizations with a purpose to induce behavioral change on a short-term or permanent basis.

The techniques used in marketing include choosing target markets through market analysis and market segmentation, as well as understanding methods of influence on the consumer behavior. The marketing planning creates strategies for the company to place advertising to the dedicated consumer.

SCOPE OF THE STUDY

The scope of the customer satisfaction survey is to measure the satisfaction customers with the service quality of a company and to detect defects. Satisfaction and dissatisfaction of customer

is the results of fulfilling expectation on certain service performance of company. Customer satisfaction is highly essential for the organization the main significance of the study is that to improve the performance of the company. To make the customers satisfied so that it.

To help the company for further development in the future. Hence it is relevant to make a study of "customer satisfaction of Rubco furniture"

OBJECTIVE OF THE STUDY

Primary objectives

The primary objective

of the

study

is

to

find

out

the level

of

satisfaction of customers of Rubco Huat Wood Pvt. Ltd.

Secondary objective

>

To find out the most prominent area of dissatisfaction's of Rubco Huat Wood Pvt. Ltd.

To make companies retailer aware about the dissatisfaction of their customers.

>

The study is about to understanding the expectations of the customers.

>

LIMITATION OF THE STUDY

Data's are collected from the selected area of kannur and kasaragod district, so the findings cannot be generalize in all locations. > Some of the customers were not willing to respond due to busy schedule.

>

>

A few respondents might have given biases information, which may affect the reliability of results.

REVIEW OF LITERATURE

CUSTOMER DEFINITION

(Grigoroudis, E and Siskos, Y (2009) provided a definition for customer upon two approaches: With reference to loyalty "A customer is the person that assesses the quality of the offered products and services and on process oriented approach, the customer is the person or group that receives the work out put"

CUSTOMER SATISFACTION DEFINITION

Howard and Sheth (1969) defines satisfaction as, "the buyer's cognitive state of being adequate or in rewarded for the satisfies he has undergone”)

Satisfaction

broadly

defined

by

Vavra,

TG

(1997)

as

satisfactory post-purchase experience with a product or service

given an existing purchase expectation"

Michael Conkin Ken Powagra $ Stain Lipovesky,2004 "Customer satisfaction Analysis : identification of key drive s" European journal of Operational Research 154/819827. (A problem solving a key drives in customer satisfaction analysis is considered in relation to Kano theory on then relationship between product quality customer satisfaction using tools from co-operative Game theory and Risk Analysis. Shapely value and attributable risk techniques to identify priorities of the key drives of customer satisfaction or key dissatisfies and key enhancers. Here the authors demonstrate the theoretical and practical advantages of shapely value and attributable risk concepts in elaborating an optional

marketing strategy. The quality management theories (Kano et al. (1984), Levitt (1986), Gaile and Wood (1994), Mittal, Kumar and Jain (1998) Lowenstein (1995) indicate that many key products and service attributes have a curvilinear relationship to satisfy certain attributes termed.

"Must - be" attributes by Kano, have a dramatic negative impact on satisfaction when they are not delivered, but have a minimal positive impact when they are improved from an acceptable level. The non- linear nature other relationship between "Must-be" attributes and overall satisfaction makes identification of such attributes difficult with standard linear modeling techniques, the relationship between these "Must-be" attributes and overall customer satisfaction are multiplicative, because failure on any one of the must-be attributes.

Tse and Wilton (1988) defines as the customer satisfaction response to the evaluation of the perceived discrepancy between prior expectation (or some other norm performance) and the actual performance of the product/ services as perceived after its consumption".

Davound Baghery Dargah & Hamed Golrokhsari,"E-tourism and customer satisfaction factors" journal of advanced social research 320 328. Information and communication Technologies are rapidly expanding and have affected the business and the way organizations compete (porter 2001) ICTs have been applied in tourism industry over a number of years. Organization adopts e-business for several reasons and perceived benefits. In this paper we first will introduce different aspects of e-tourism

including benefits, threats, barriers and finally will go through the customer satisfaction factors in E-tourism. Despite the importance of E- Tourism there has been less research on its different aspects. There are researches held on tourist's satisfaction and also on on-line satisfaction but there is still a research gap on on-line satisfaction in tourism industry. The methodology used in this research are conducting focus group interviews and distributing the questionnaire. Our respondents were a sample of passengers from Mehrabad Airport, Tehran, who has experienced E- tourism at least once before. This researches yields rich insights for the manager of E-tourism firms, by introducing the factors which have the most impact on customers convenience which in turn is one of the determinates of satisfaction in E-tourism. The results show that time efficiency, possibility of purchasing anywhere, convenience of purchasing any time, direct access to information and customer service are the factors which build convenience in E- Tourism comparing with the traditional travel agencies. Moreover it shows that convenience of purchasing any time in E-tourism comparing with the limited word according to Steve Shriver, research indicates thet the consumers are les loyal now that the past due to the following reasons.

The abundance of choice

Availability of information

Customers ask "what have you done for me lately"

Most products or services appear to be similar nothing

standing out. Customer financial problem reduce loyalty

Time scarcity

These

factors

lead

to

customer

defections complaints

decreased affiliation greater price Sensitivity and a tendency to carry on Law suits

 

The selling concept

starts with the seller

and its focus

is

on

existing products it is seller oriented. The company believes in aggressive selling and other promotions, customer value and satisfaction are no concern for the seller. The firm produces the products first and then figures out eases to sell and make profit and never think of the satisfaction for the consumers.

` Marketing orientation starts with the customers and the command strives to learn customer needs and wants, develops appropriate products or services to satisfy the customer. Business is viewed as a customer need satisfying activity. All departments co- ordinate their activities and focus is on customer needs profits are an outcome of doing the job well by the company.

The emphasis is on developing long term bond with customers by making them feel good about how the firm interacts or does business with them by giving the some kind about how the firm interacts or does business with them by giving them some kind of personal connection to the company. The real relationship marketing program is much more than the use of data base marketing to target customer more precisely. Its purpose is that each customer must feel she or he has received something in return for being a member of the permission.

CHAPTER 2 RESEARCH METHODOLOGY

The research methodology is a scientific and systematic way of to solve research problems. Researchers have to design his methodology. Research methodology deals with methods and takes in to consideration the logic behind their method. It also deals with the objective of research, study of the method of defining, type of data collected, methods used for collecting and analyzing data.

Research design

Research design is descriptive in nature it is the first and foremost step in the methodology adopted and undertaking research study. It is an overall plan for the collection and analysis of data in the research project. Thus, it s organized, systematic approach to be the formation, implementation and control of the research project. A study, which wants to portray the characteristics of a group or individual, or situation, is known as descriptive study. The main objective of descriptive study is to acquire knowledge.

Data collection

While dealing with any real problem, it is obvious that the data at hand are inadequate and hence it becomes necessary to collect that are appropriate. Depending up on the sources information available, the data can be classified as,

Primary data

Secondary data

Primary data

The primary data are those which are collected afresh and for the time, and thus happen to the origin in the character. In this study primary data from various respondents are collected with the help of structured questionnaire. We can obtain primary data either through observation or through direct communication. Primary data used in this study are collected by:

1.

Questionnaire

A structured was selected as the tool for data collection. I this method a list of question related to subject is prepared and given to participants. The questionnaire contains questions and provides space. The questionnaire should be developed and tested carefully before being used on a large scale. A request is made to participants to fill up questionnaire and it back within a specified time

  • 2. Personnel interview

This method was also used to collect data. This had helped to collect valuable information from company executive and other concerned authorities.

Sample design

A sample is a segment of the population selected to represent the population as a hole, Researcher usually draw conclusions about large group by sample. Ideally, the sample should be representative and allow the researcher to make accurate estimates of the thoughts and behavior of the larger population.

Stratified random sampling is used in this research. In this method the population is divided in to mutually exclusive groups such as

departments and random sample are drawn from each group. It is kinds of profitability sampling, in this kind of sampling the sample members may be choose at random from the entire population.

CHAPTER 3 INDUSTRY PROFILE AND COMPANY PROFILE

INDUSTRY PROFILE

Furniture has a part of human experience the development of non-furniturmadic culture. Evidence of furniture survives from the Neolithic period and later in antiquity in the form of paintings such as the wall murals discovered at Pompeii, sculpture. Example has been excavated in empty and found in tombs in goods in modern day Turkey.

Sakkra Brae house Orkney, Scoteland evidence of home furniture that is dresser containg shelves. A range of unique stone furniture has been escalated in sakkara, a Neolithic village located in Orkeny. The site date from 3100 to 2500 BC and due to a shortage of wood in Orkney, the people of sierra Brae were forced to build with stone readily available material that could be worked easily and turned into an item for use with in the household. Each house shows high degrees of sophistications and was equipped with an extensive assortment of stone furniture, ranging from cup broads, dresses and beds t shelves, stone seek and limp tanks. The stone dresser was regarded as the post important as it is symbolically facing the entrance in each house and is there for the first item seen. When entering perhaps displaying symbolic object, including decorative are to work such as several Neolithic carved. Stone balls also found the site. |

Ancient furniture has been escalated from the century BC Phrygian tumulus, the Midas Mound, in Gordian, Turkey. Pieces found here include tables and inlaid serving stands. There are also

surviving works from the 9 l to 8 th century BC Assyrian placed of Nimrud. The earliest surviving carpet, the pastry Carpet, was discovered in a frozen tomb in Siberia and has been dated between the 6 th 3 rd century BC. Recovered Ancient Egyptian. Furniture includes 3 rd millennium BC beds discovered at Thrkhan as place for the deceased, a, c, 2550 BC gilded bed and two chairs from the tomb of queen Hetepheres, and many examples from c 1550 to 120 BC from Thebes.

COMPANY PROFILE

Kerala state Rubber Co-operative Ltd. (Rubco) has, in a short span, redefined the way the co-operative sector functions and set the pace for the co-operative movement in Kerala today. Rubco was set up in the year 1997 with the objective of effectively utilizing the abundant rubber resources of kerala. Today, from a single unit company, Rubco has grown into a Rs.280 crore conglomerate with well-diversified operations and a market presence extending beyond the boundaries Of Kerala. Rubco manufactures and markets a variety of products from footwear to furniture, from cycle tyres & tubes to mats and mattresses. Rubco has also entered into technological alliances with world leaders in the respective fields, sourcing from them the latest in technology. Substantial investments in modern manufacturing facilities, coupled with well - organized marketing activities, have seen Rubco's products earn a reputation for quality, as also significant market shares. Led by a professional management team and ably supported by a committed workforce, Rubco is now poised to enter a high growth phase, with several new initiatives that will take the Group a path of expansion and diversification. Rubber holds immense potential for a wide variety of commercial uses which is yet to be fully tapped into. Through realizing this potential, Rubco hopes to create opportunities and bring industrial progress to a land that accounts for 92% of the country's total rubber production. In the process, Rubco also achieve its vision of turning into a multi-faceted, globally competitive organization, excelling in its every sphere of activity.

ORGANIZATIONAL STRUCTURE

Board of Directors Managing Directors General Manager
Board of Directors
Managing Directors
General Manager
officer production manager
officer production manager
Purchase Officer
Purchase Officer

Assistant purchase Chief

Account OfficerManagement represent

Selection in charge QCSelection in charge furnitureSelection in charge saw mill Maintain managerSales & shipping manager
Selection in charge QCSelection in charge furnitureSelection in charge saw mill
Maintain managerSales & shipping manager
Supervisors
Supervisors
Supervisors
Assistant sales and shipping manager

Workers

Workers

Workers

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

Percentage is used making comparison between two or more series of data percentage and also to describe relationship. It can be used to relative terms, the distribution of two or more series of dat.

In this research various percentage are identified in the analysis and they are presented pictorially by way of bar diagrams and line chart in order to have better understanding.

Column chart

After tabulation we analyze the data with the help of a column, also known as a bar chart because it is easy to understand everything in percentage as well as it gives better picture.

Table No 4.1 Method of selection

SI. No

Particulars No. of

Percentage

 

Respondents

  • 1 Quality

40

80%

  • 2 Price

j

6%

  • 3 Brand

2

4%

  • 4 Design

5

10%

 

Total

50

100%

Chart 4.1 Method of selection

No. of Respondents

40

Percentage of respondents rrRespondent

Table No 4.1 Method of selection SI. No Particulars No. of Percentage Respondents 1 Quality 40

INTERPRETATION

From the above data is showing that majority of respondent select furniture by checking its quality, 10 percentages on the basis of design and the rest 10.

Table 4.2 model of furniture

SI. No

Particulars No. of

Percentage

 

Respondents

  • 1 Advance

7

14%

  • 2 Traditional

13

26%

3

Modern

30

60%

Total

50

100%

Chart 4.2

Series 1

Series 1 60% 26% 14% Advance Traditional Modern
Series 1
60%
26%
14%
Advance
Traditional
Modern

INTERPRETATION

The table shows 60% of the respondents like modern furniture, traditional furniture liked by 26% and the rest likes advance furniture.

Table 4.3 Quality of rubco series

SI. No

Particulars No. of

Percentage

 

Respondents

1

Advance

5

10%

2

Very good

12

24%

3

Good

28

48%

4

Poor

5

10%

Total

50

100%

Chart 4.3

Series 1

Series 1 48% 24% 10% 10% Advance Very good Good Poor
Series 1
48%
24%
10%
10%
Advance
Very good
Good
Poor

INTERPRETATION

The table shows 60% of the respondents like modern furniture, traditional furniture liked by 26% and the rest likes advance furniture.

Table 4.4 Period of using the product

SI. No

Particulars

No. of

Percentage

 

Respondents

  • 1 Less than6 months

5

10%

  • 2 More than 6 months

12

24%

  • 3 1-3 years

28

48%

  • 4 Over 3 years

5

10%

 

Total

50

100%

Chart 4.4

Series 1

Series 1 48% 24% 10% 10%
Series 1
48%
24%
10%
10%

INTERPRETATION

The table shows 60% of the respondents like modern furniture, traditional furniture liked by 26% and the rest likes advance furniture.

Table 4.5 satisfaction level of priducts

SI. No

Particulars

No. of

Percentage

 

Respondents

  • 1 Very satisfied

5

10

  • 2 Satisfied with an

20

40

 

extent

  • 3 Dissatisfied

13

26

  • 4 Neither satisfird or

12

24

 

dissatisfied

Total

50

100%

Chart 4.5

Series 1

Series 1 40 26 24 10
Series 1
40
26
24
10

INTERPRETATION

The

above table shows that

the satisfied customers of Rubco

products. The 10% of them are very satisfied and the 40% of them are

satisfied with an extent and the least of the customers are dissatisfied

Table 4.6 Reasons for satisfaction of Rubco products

SI. No

Particulars

No. of

Percentage

 

Respondents

1

Quality

20

40

  • 2 Price

18

36

  • 3 Wage

10

20

  • 4 After sales service

2

4

 

Total

50

100%

Chart 4.6

Series 1

Series 1 40 26 24 10
Series 1
40
26
24
10

INTERPRETATION

In the sample of 50 consumers most of the consumers of 40% are consider the products in the basis of quality and 4% are consider as the least.

Table 4.7 importance of purchasing the products

SI. No

Particulars

No. of

Percentage

 

Respondents

  • 1 Extremely important

8

16

  • 2 Very important

17

34

  • 3 Somewhat important

13

26

  • 4 Not al all

12

24

 

Total

50

100%

Chart 4.7

Series 1

Series 1 34 26 24 16 Extremely important Very important Somewhat important Not al all
Series 1
34
26
24
16
Extremely important
Very important
Somewhat important
Not al all

INTERPRETATION

In the sample of 50 consumers most of the consumers of 34% are consider the features of very important and 24% are consider as the least.

Table 4.8 what you like about rubco products

SI. No

Particulars

No. of

Percentage

 

Respondents

1

Service

14

28

  • 2 Quality

24

48

  • 3 Price

7

14

  • 4 After sales service

5

10

 

Total

50

100%

Chart 4.8

Series 1

Series 1 48 28 14 10 Quality Price After sales service
Series 1
48
28
14
10
Quality
Price
After sales service

INTERPRETATION

From the above table shows out of 50 consumers, the 48% of them are consider the products on the basis of quality, 28% of them are consider the service and 10% of them are consider the least.

Table 4.9 comparison of products

SI. No

Particulars

No. of

Percentage

 

Respondents

  • 1 Much better

12

24%

  • 2 Somewhat better

28

56%

  • 3 About the same

10

20%

  • 4 Somewhat worse

5

10%

 

Total

50

100%

Chart 4.9

Series 1

Series 1 56 24 20 10
Series 1
56
24
20
10

Somewhat better

About the same

Somewhat worse

INTERPRETATION

From the above table shows out of 50 customers the 46% of them are purchase it probably, 28% of them are not surely and 12% of them purchase it probably not.

Table 4.10 CHOOSE OF PRODUCTS

SI. No

Particulars

No. of

Percentage

 

Respondents

1

Defenitly

7

14%

2

Probably

23

46%

3

Not sure

14

28%

4

Probably not

6

12%

Total

50

100%

Chart 4.10

Series 1

Series 1 46% 28% 14% 12% Probably Not sure Probably not
Series 1
46%
28%
14%
12%
Probably
Not sure
Probably not

INTERPRETATION

From the above table shows out of 50 customers the 46% of them are purchase it probably, 28% of them are not surely and 12% of them purchase it probably not.

Table 4.11 Reccomentation of products

SI. No

Particulars

No. of

Percentage

 

Respondents

1

Defenitly

18

36%

2

Probably

17

34%

3

Not sure

10

20%

4

Probably not

5

10%

Total

50

100%

Chart 4.11

Series 1

Series 1 36% 34% 20% 10% Probably Not sure Probably not
Series 1
36%
34%
20%
10%
Probably
Not sure
Probably not

INTERPRETATION

In the above table shows that the consumers of 36%are recommended definitely, 34% are recommended probably and 10% are recommended as the least.

Table 4.12 Factors influencing the purchase

SI. No

Particulars

No. of

Percentage

 

Respondents

  • 1 Sales man

8

16%

  • 2 Customer care

32

64%

  • 3 Gift

10

20%

 

Total

50

100%

Chart 4.12

Series 1

Customer care Gift Probably not 16% 20% 64%
Customer care
Gift
Probably not
16%
20%
64%

INTERPRETATION Out of 50 respondents of the find that sales man is the factor of influencing the purchasing, 64% of the respondents opined that customer care is the factor of influencing the purchase and 20% of the respondents opined that gift is the factor of influencing the purchase

CHAPTER 5 FINDINGS

From the survey it is found that everybody is aware of RUBCO Haut Pvt Ltd.

>

52% of customers were aware rubco products through newspaper,

>

>

>

>

>

>

television, magazines, radio etc 55% of customers were selected the rubco products by the way of

>

quality, price, brand, design etc 55% of consumers were selected the rubco products through the quality

of rubco products. 63% of consumers were selected the rubco products in the basis of

quality. 63% of consumers were satisfied for using rubco products

62% of consumers are important for purchasing the rubco products

60% consumers are used rubco products instead of other products.

40% of consumers were consider the products on the basis of price

SUGGESTION

> Rubco need more advertising > Pricing can be reconsidered to attract more customers. Advertisements can focus more on female customer to gain a considerable market share. > The company can improve the awareness about the value added services. > The company can try to make the product available on maximum number of shop. > The company can improve sales promotion activity lie increasing the offer, discount etc. > Company need to make sure that the retailer is giving discounts to the customer. > The company can improve the website design and provide more information about the company. > Paper feedback system to know whether the customers are satisfied or facing any problems and to collect information to improve the product and services.

>

CONCLUSION

In my research it is clear that all the respondents I have met during the survey are satisfied with the Rubco furniture which they own. How they will improve the customer satisfaction that much sales also improves.

Here for my project I have met 50 different customers with the questionnaire so after seeing their response it is very clear that customer satisfaction is very important to complete and improve the sales of the company. The real sales of the Rubco furniture depended on the customer satisfaction applied by Rubco Company as well as Rubco dealers.

BIBLIOGRAPHY

> Kotler. Philip: Marketing 10 editions, percentage hail of India, New Delhi 2000. > SHH.Kazami: Marketing Management, Bharathiar Ubiversity Coimbathore copyright 2007. > Kotari, C.R Research methodology, New Age International (P) LTD publishers, New Delhi 2004. > Philip Kotler, Kevin Lane Keller, Marketing Management, 13 th edition, (P) LTD, New Delhi 2009

QUESTIONAIRE

Name:

Location:

Gender:

Male

Female

Age

20-30 □

31-40

41-50

Above 51 □ 1. How do you know

about Rubco?

News paper Magazine □ TV □ Radio 2/ Model of furniture would you like to purchase?

Modern Traditional

Advance Technology

In your opinion what is the most attractive feature of RUBCO furniture?

Quality

Price

Design brand 4/ How long have you

used the product? Less than 6 months

 

More than 6 months

 

1 -3 Years

Over 3 years □

How satisfied were you with the product or service?

Very Satisfied

 

'Satisfied with an extent □

Neither

satisfied

nor

dissatisfied

Dissatisfied

6 How satisfied are you with the following features of Rubco products?

Quality Wage experience

Price

After sales service

How important are the following features when purchasing the products?

V

Extremely important Very important

Somewhat important

Not at all

What do you like about Rubco products?

Quality Service Price

After sales service

Thinking about similar products offered by other companies how would you compare out of product offered to them?

Much better

Somewhat better

About the same

Somewhat worse

Would you purchase our product again?

Definitely

Probably

Not sure □ Probably Not □

Would you recommend our products to others?

Definitely

Probably

Not sure □ Probably Not □

What is your opinion about the Rubco home series?

Advanced Very good

Good Poor

Whether the particulars have influence on your purchase? Salesman Customer care Gift What is the reason for maintaining relationship with the company? Service offers Profit margin

Easy availability

Solving issues and complaints

What is your opinion about the pricing policy of the with their competitors?

..

While comparing

Very high price Normal price

High price

|

|

Lower price rj~J