SUBMITTED TO
BY
LAYANA PP
BATCH 2017-19
ACKNOWLEDGEMENT
Development Manager) for the guidance and direction given by him in the preparation of this
project.
My sincere thanks to my guide Mrs.Shamsi Sukumaran (Faculty), for her invaluable co-operation
and suggestions at every stage of this project without whom this would not have been completed.
I would fail my duty if I do not express my feelings towards my father Mr. Uthaman Komath
who have been my part & parcel during the whole project & without their blessings, inspiration &
(LAYANA PP)
DECLARATION
I Layana PP student of MBA (3rd semester) a student of Amity Global Business School Kochi,
hereby declare that the project entitled “To study the customer satisfaction for Surya Roshni Ltd
for various segments” is the result of my own efforts. This field survey project is correct to the
best of my knowledge and so far has not been published any else. It is based on original study
conducted by me.
PREFACE
Techniques adopted in our classrooms can never progress recently in filling the gap between theory
and practical by replace the inevitable need of practical experience. There has been much different
programme.
Master of Business Administration, a two year duration course in management, divided into
four semester of six month each, is conducive to prepare professional managers to cope with the
requirement of Indian society i.e. to achieve optimum utilization of financial resources. This course
marketing.
These theories are formulated on the basis of past practice of different functional activities
and research. As per requirement of the course, everybody has to undergo summer training. I have
worked on “study on customer satisfaction for Surya Roshni Ltd under various segments” as a
topic of my project. The report is divided into several parts such as company profile, objective,
2. Research methodology
3. Literature review
Conclusion
Bibliography
Annexure
CHAPTER 1
EXECUTIVE SUMMARY
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.
Customer satisfaction is an 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 correlate
with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also
vary depending on other factors the customer, such as other products against which the customer
can compare the organization's products. The enormous retail boom in India has given space to
many companies who have mushroomed out to benefit from this retail boom, which is nothing
but a structured format of the unorganized retail business which is being done in India from ages.
Many stores have come up with exquisite interiors, state of the art infrastructure and the best
possible products or services to the customer which has led to the growth of mall culture in India.
The stores try and attract customers by providing them with such services and plethora of options
in products and services in different categories so that they can retain customers for long and
make them loyal towards their retail stores. The retail business is booming in India and there has
been remarkable shift in the buying behavior of the people from traditional stores to these
departmental stores. It becomes important for the marketers to understand these relationships
service quality and customer satisfaction.In this project work the marketing suirvey for Surya
Roshni ltd is conducted to know the customer satisfaction among the retail shops and also to take
response from the person dealing in electrical department of other segments including
educational institutions,hospitals,hotels,builders and constructors.
CHAPTER-2
RESEARCH METHODOLOGY
Research methodology is the description, explanation and justification of various methods of
conducting research. This area deals with the research design, sources of data collection, sampling
design, hypothesis, and statistical tools used for the data analysis and interpretation.
RESEARCH DESIGN
Descriptive Research
A researcher should think about the way in which he should proceed in attaining his objective in
his research work. He has to make a plan of action before starting the research. This plan of study
of a researcher is called the research design. Descriptive research design is used for this study.
Descriptive research design is used to those studies which are concerned with characteristics of a
The data has been collected from both primary and secondary sources, to get information
PRIMARY DATA
Primary data has been collected through questionnaires. The questionnaire was mostly related to
the brand awareness towards Surya lightings and fittings of the dealers on different feature such
as the sizes, prices, effectiveness of the brand etc., which was provided by Surya Roshni Ltd.
SECONDARY DATA
1. Television Broadcasting
2. Pamphlets
4. Mouth Publicity
5. Newspapers
6. Internet
SAMPLING
Out of few lakes of Surya Roshni dealers spread all over India, the dealers of Surya Roshni
SAMPLE SIZE
The sample size of 100 is selected from the database of the company. The study requires on in
depth survey and teen observation in collecting data regarding the brand awareness levels of Surya
Only simple random sampling technique is adopted in selection the sample. In this technique,
each and every unit of the population has on equal opportunity of being selected in the sample.
Based on need and objectives, types of data required for study and other sources of data are
OBSERVATION
PRIMARY
DATA
QUESTIONNAI
RE
DATA
INSIDE THE NEWS,
ORGANIZATIO LETTERS,
N DOCUMENTS
SECONDARY
DATA
OUTSIDE THE LIBRARIES,
ORGANIZATIO MAGAZINES,
N ETC.
CHAPTER-3
LITERATURE REVIEW
CUSTOMER SATISFACTION
Business always starts and closes with customers and hence the customers must be treated as the
King of the market. All the business enhancements, profit, status, image etc of the organization
depends on customers. Hence it is important for all the organizations to meet all the customers’
expectations and identify that they are satisfied customer.
Customer satisfaction is the measure of how the needs and responses are collaborated and
delivered to excel customer expectation. It can only be attained if the customer has an overall
good relationship with the supplier. In today’s competitive business marketplace, customer
satisfaction is an important performance exponent and basic differentiator of business strategies.
Hence, the more is customer satisfaction; more is the business and the bonding with customer.
Customer satisfaction is the overall essence of the impression about the supplier by the
customers. This impression which a customer makes regarding supplier is the sum total of all the
process he goes through, right from communicating supplier before doing any marketing to post
delivery options and services and managing queries or complaints post delivery. During this
process the customer comes across working environment of various departments and the type of
strategies involved in the organization. This helps the customer to make strong opinion about the
supplier which finally results in satisfaction or dissatisfaction.
Customer’s perception on supplier helps the customer choose among the supplier on basis of
money value and how well the delivered products suit all the requirements. The supplier’s
services never diminishes after the delivery as customer seeks high values post marketing
services which could help them use and customize the delivered product more efficiently. If he is
satisfied with the post marketing services then there are good chances for supplier to retain the
customers to enhance repeated purchases and make good business profits.
Lets take an example of an international call center which uses a CRM tool called ‘xyz’ and is
integrated with a phone and a computer system or laptop. Now this system automatically
perceives which customer is calling. Before the executive attends the phone the CRM system
brings forth the customer details on the computer or laptop screen and also indicates what the
opportunity of deals is with that particular customer, what the customer had already purchased or
ordered in past and what is the probability of buying in future. Not only this, it can also highlight
what all products best suit this customer. For finance department it may show the information
regarding the current balance and for accounting department it may pop out the information
regarding the recent purchases by the customer. All these pieces of data are stored in the CRM
database and are available as and when it is needed.
According to this example, CRM system provides a well defined platform for all business
units to interact with their clients and fulfill all their needs and demands very effectively
and to build long-term relationship.
Wangling this kind of relationship with customers is not easy to manage and it depends on how
the systematically and flexibly a CRM system is implemented or integrated. But once it’s
accomplished it serves the best way in dealing with customers. In turn customers feels gratitude
of self-satisfaction and loyalty which results in better bonding with supplier and hence increasing
the business.
A CRM system is not only used to deal with the existing customers but is also useful in acquiring
new customers. The process first starts with identifying a customer and maintaining all the
corresponding details into the CRM system which is also called an ‘Opportunity of Business’.
The Sales and Field representatives then try getting business out of these customers by
sophistically following up with them and converting them into a winning deal.
Customer Relationship Management strategies have given a new outlook to all the suppliers and
customers to keep the business going under an estimable relationship by fulfilling mutual needs
of buying and selling.
1. Customers Needs- An organization can never assume what actually a customer needs.
Hence it is extremely important to interview a customer about all the likes and dislikes so
that the actual needs can be ascertained and prioritized. Without modulating the actual
needs it is arduous to serve the customer effectively and maintain a long-term deal.
2. Customers Response- Customer response is the reaction by the organization to the
queries and activities of the customer. Dealing with these queries intelligently is very
important as small misunderstandings could convey unalike perceptions. Success totally
depends on the understanding and interpreting these queries and then working out to
provide the best solution. During this situation if the supplier wins to satisfy the customer
by properly answering to his queries, he succeeds in explicating a professional and
emotional relationship with him.
3. Customer Satisfaction- Customer satisfaction is the measure of how the needs and
responses are collaborated and delivered to excel customer expectation. In today’s
competitive business marketplace, customer satisfaction is an important performance
exponent and basic differentiator of business strategies. Hence, the more is customer
satisfaction; more is the business and the bonding with customer.
4. Customer Loyalty- Customer loyalty is the tendency of the customer to remain in
business with a particular supplier and buy the products regularly. This is usually seen
when a customer is very much satisfied by the supplier and re-visits the organization for
business deals, or when he is tended towards re-buying a particular product or brand over
times by that supplier. To continue the customer loyalty the most important aspect an
organization should focus on is customer satisfaction. Hence, customer loyalty is an
influencing aspect of CRM and is always crucial for business success.
5. Customer Retention- Customer retention is a strategic process to keep or retain the
existing customers and not letting them to diverge or defect to other suppliers or
organization for business. Usually a loyal customer is tended towards sticking to a
particular brand or product as far as his basic needs continue to be properly fulfilled. He
does not opt for taking a risk in going for a new product. More is the possibility to retain
customers the more is the probability of net growth of business.
6. Customer Complaints- Always there exists a challenge for suppliers to deal with
complaints raised by customers. Normally raising a complaint indicates the act of
dissatisfaction of the customer. There can be several reasons for a customer to launch a
complaint. A genuine reason can also exist due to which the customer is dissatisfied but
sometimes complaints are launched due to some sort of misunderstanding in analyzing
and interpreting the conditions of the deal provided by the supplier regarding any product
or service. Handling these complaints to ultimate satisfaction of the customer is
substantial for any organization and hence it is essential for them to have predefined set
of process in CRM to deal with these complaints and efficiently resolve it in no time.
7. Customer Service- In an organization Customer Service is the process of delivering
information and services regarding all the products and brands. Customer satisfaction
depends on quality of service provided to him by the supplier. The organization has not
only to elaborate and clarify the details of the services to be provided to the customer but
also to abide with the conditions as well. If the quality and trend of service go beyond
customer’s expectation, the organization is supposed to have a good business with
customers.
CHAPTER 4
INDUSTRY PROFILE AND COMPANY
PROFILE
Global Lighting Industry
Electrical lightings and fittings are an important part in our surrounding. Lights of all types and
sizes is critical in indoor, outdoor, lighting and other industrial applications. The lighting industry
is expected to experience considerable change and varying growth rates in these uncertain
economic times. The global export market of the Electricals is stated to be close to $27 billion a
year with the US, Western Europe, Australia, and Japan being the biggest importers. India is one
of the major exporting nations including Indonesia, Malaysia and Thailand.
Lighting or illumination is the deliberate use of light to achieve a practical or aesthetic effect.
Lighting includes the use of both artificial light sources like lamps and light fixtures, as well as
natural illumination by capturing daylight. Daylighting (using windows, skylights, or light
shelves) is sometimes used as the main source of light during daytime in buildings. This can
save energy in place of using artificial lighting, which represents a major component of energy
consumption in buildings. Proper lighting can enhance task performance, improve the appearance
of an area, or have positive psychological effects on occupants. Indoor lighting is usually
accomplished using light fixtures, and is a key part of interior design. Lighting can also be an
intrinsic component of landscape projects.
Subrata Saha, Co-Founder & CEO, Rupan Sarkar Co-Founder & CTOIntegrating avant-garde
technology with LED lighting system to reduce CO2 generation, high power consumption and
illuminate versatile and energy efficient lighting application
Establishment In 1973
Others
76%
16%
22%
GLS Lamps
FT Lamps
Glass Shells
19% CFL
36%
Others
Lighting Division 7%
Mar 11, 2010: Surya Roshni to set up steel plant in Karnataka, India
Feb 10, 2010: Surya Roshni to build steel and power plants in India
Feb 10, 2010: Surya Roshni To Spend INR200 Billion On Power And Steel Plants
Jan 09, 2010: Surya Roshni plans to set up steel plant
May 21, 2009: Surya Roshni plans to set up pipes factory in India
Recently Surya Group has undertaken an expansion of 550 Crore mainly in Steel Pipes for water,
oil and gas and also for lighting which is expected to generate employment for 6000 more people
and new jobs. Surya Steel Pipes Division has also expanded into manufacture of Structural Hollow
Section (pipes) for use in a wide range of applications. These Square and Rectangular Hollow steel
sections, manufactured under state of the art Japanese technology are used in many major
application areas by a large number of customers, such as industries, shopping and commercial
malls, furniture manufacture, Airport Authority, Railways, Metro Services, Auto industry, Bus
Stands, Industrial Sheds, Towers, Buildings and the National Highway Development
Infrastructure Program etc. We are exporting our steel pipes and products to 40 countries including
Germany, Canada, Russia, London, China, Nepal, Sri Lanka & others.
LATEST KEY DEVELOPMENTS (SOURCE: SIGNIFICANT
DEVELOPMENTS 2017)
Surya Roshni Gets Order Worth 729.5 min Rupees From Energy Efficiency Services
STRENGTHS:
Nationality and Internationally accepted “SURYA” Brand.
WEAKNESSES:
Low margin due to cut throat competition.
Increase in demand of regular lighting products with a general improvement in the power
condition in urban as well as rural sectors and increase in spending on infrastructure
development.
THREATS:
Tough competition from multi-national companies.
VISION
“We aspire to be the global steel pipe industry benchmark for Value Creation and Corporate
Citizenship”
Our people by fostering team work, nurturing talent, enhancing leadership capability and
acting with pace, pride and passion.
Our offer, by becoming the supplier of choice, delivering premium products and services
and creating value with our customers.
Our conduct, by providing a safe working place, respecting the environment, caring for our
communities and demonstrating high ethical standards.
We believe in Growth through Expansion & Diversification.
MISSION STATEMENT
Achieve sustainable, profitable growth in steel and related
businesses.
QUALITY POLICY
To achieve market leadership by fulfilling customer expectations through understanding of
customer requirements and continual improvements in quality, cost and delivery of products and
services.
Enhance quality of all our activities through systematic working. Quality includes
productivity & cost effectiveness.
Fulfilling its responsibilities as a good corporate citizen in every nation that we serve.
In making this commitment, the company reaffirms its belief that by doing its job well and
serving the needs of customers properly, it can help to promote economic development and
human progress.
We endeavor to obtain total customer satisfaction in our products and services thereby
ensuring a long standing relationship with our customers.
We stand committed in partnering with our suppliers for a mutually rewarding association.
We invest in enhancing the skills and knowledge levels and standard of living of our
employees by helping them to grow and derive job satisfaction in a free and fair manner.
We strive to protect the interests of our shareholders by constantly expanding the frontiers
of our business and increasing the return on investment.
We work towards achieving excellence in all that we do by eschewing the barriers that
stand in their way.
1. Awareness_surya
Frequency Percent Valid Percent Cumulative
Percent
yes 72 67.9 67.9 67.9
2. Meet_requirement
Frequency Percent Valid Percent Cumulative
Percent
best 28 26.4 26.4 26.4
3. Money_value
Frequency Percent Valid Percent Cumulative
Percent
good 71 67.0 67.0 67.0
5. Impression_surya
Frequency Percent Valid Percent Cumulative
Percent
better 14 13.2 13.2 13.2
6. Options considered
Frequency Percent Valid Percent Cumulative
Percent
price 33 31.1 31.1 31.1
9. Recommend_surya
Frequency Percent Valid Percent Cumulative
Percent
yes 69 65.1 65.1 65.1
10. Product_availability
Frequency Percent Valid Percent Cumulative
Percent
yes 44 41.5 41.5 41.5
12. Promotional_tools
Frequency Percent Valid Percent Cumulative
Percent
television broadcasting 48 45.3 45.3 45.3
13. Advertisement_reachability
Frequency Percent Valid Percent Cumulative
Percent
yes 66 62.3 62.3 62.3
:
INTERPRETATION 71% are aware of surya products35% are not aware of Surya products.
It is because of the lack of publicity and also the competitors like Philips,syska and Crompton
who are in high demand.
2.
INTERPRETATION:25% feel that products are best in meeting their needs and 81% feel
that the product is good.as per the quality of the product.
3.
INTERPRETATION:72% feel that value for money of Surya product is good and 34% feel
that it is average as per the quality of the product.
4.
20% use Crompton, 19% use havells. Most of the people are dealing with Philips Crompton and
havells because they are more aware of this product and also its publicity is high.
5.
INTERPRETATION:59% feel that Surya products are expensive and 47% feel that it is not
expensive. The price is sometimes high and sometimes low.
9.
INTERPRETATION:44% say that the product is available in nearby retail shops and 62%
say that it is not available. It is mainly because the marketing teams are not approaching the
market.
11.
INTERPRETATION:29% say that they will buy Surya products in future 55% may
sometimes buy later in future and 22% are not interested in buying Surya products.
12.
:
INTERPRETATION 64% people say that the advertisements of Surya are reachable
to them and 42%say that it is not reachable.its because the company is lagging behind in
advertisements compared to its competitors who create innovative advertisements.
13.
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Interpretation:- The chi-square test has failed as it is more than 0.005. Hence there is no
Buying behavior is dependent on brand awareness as 72% of customers are aware of brand
Surya.
Lack of awareness among public regarding the brand as a whole as 34% are not aware
among different segments.
Surya’s LED lights are not up to its popularity as like other brands because the
competitors like Philips, Crompton and syska are into innovation.
Most of the retailers are mainly sticking to the old style of CFL and tube lights of Surya.
retailers commented that Surya is not into innovation, new style, designs etc.
Some of them responded that, Surya need to be made available in market.
The Company needs to fix competitive rates for their products.
There exist distribution and supply problem for the products.
Replacement problem is another issue of the company because 32% people say that there
is no proper service for Surya products.
Some of them are not even aware of Surya especially educational,hospital,builders and
hotel sectors.
Most of the dealers are dealing with Philips, Havells, Crompton, Syska ,Bajaj, GM etc.
61% of customers are of the opinion that the price of Surya products are high compared
to other brands.
Most of the retailers are of the opinion that, Surya is an old brand, they fix only
affordable and reasonable price
26% customers have a good opinion about the quality of the products Surya offering.
In some places Surya is not properly reaching.
People are ready to buy Surya if they’ve proper promotional tools, distributors, vast
reachability, innovations and all especially the retail shops.
SUGGESTIONS
Now I shall conclude my study, when I go through my whole research, there are several points
which are quite peculiar. The first and foremost fact which comes out is that “Surya” appear as
closest competitors of Philips. This is due to less price and effective sales promotional scheme
including emphatic advertisements. It is also obvious that Surya is in the third position in the sales
volume. It is due to reason that advertising campaign of Surya is not so large. The market of Surya
steel pipes is growing at rapid speed. Surya being one of the dominating Co. in Indian electrical
market is expected to attract significant attention among the retailers and investors. In this industry
segment there has been heightened competition with other leading players like Philips, Crompton,
Majority of the people have informed Brand Awareness toward Surya Electricals. Most of the
customers are very much satisfied with the services offered by the company while few of them are
not satisfied some of them never heard the name of the brand. Many of the retailers rated the
awareness.
Many of the retailers have stated that the prices charged on services are high when comparing
to other company’s services. Finally the customers are very happy about Brand Awareness toward
Surya Electricals. According to retailers opinion, they rate the quality of Surya Electricals which
is very good. The people responsible for dealing with electrical department of various segments
are not so aware of the Surya products because of the leading competitors like Philips ,syska and
business strategy.
BIBLIOGRAPHY
Websites:
www.suryasteelpipes.com
www.suryaglobal.com
http://www.moneycontrol.com/company-facts/suryaroshni/management/SR01
http://www.researchandmarkets.com/reports/605557
http://www.bharatbook.com/detail.asp?id=71529
http://www.suryaroshnilighting.com/
Catalogues
Rajagopal, Marketing Management, 2004, Vikas publishing House Ltd, New Delhi
Philip kotler, Marketing Management, 2003, Pearson Education Inc, New Delhi
Kotler Philip and Armstrong Gary, Principles of Marketing, 2003, Prentice Hall of India Private
Ltd, New Delhi
ANNEXURE
QUESTIONNAIRE
CUSTOMER NAME:
ADDRESS:
CONTACT NUMBER:
EMAIL ID:
YES NO
Best Good
3. How would you rate the value for money of the product?
Good Average
4 . Which are the other brands you are dealing with?
Yes No
Yes No
Yes No
Yes No