MBA PROGRAMME

CUSTOMER SATISFACTION

INTRODUCTION:

Customer satisfaction a business term is 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 perspective of a balanced scorecard. Every human being
is a consumer of different produces. If there is no consumer, there is no business. Therefore,
customer satisfaction is very important to every business person.

Detailed information regarding the customer in a market will provide the basic platform
for all marketing decisions. Marketing decision maker needs descriptive information about the
total potential unit and dollar sales in each segment.

MEANING OF CUSTOMER SATISFACTION:

Customer satisfaction, a term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals."

It is seen as a key performance indicator within business and is often part of a balanced
scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers’ expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability. These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective. Therefore, it is essential for
businesses to effectively manage customer satisfaction. To be able do this, firms need reliable

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and representative measures of satisfaction. In researching satisfaction, firms generally ask

customers whether their product or service has met or exceeded expectations. Thus,
expectations are a key factor behind satisfaction. When customers have high expectations and
the reality falls short, they will be disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating
than a budget motel even though its facilities and service would be deemed superior in
“absolute” terms.

The importance of customer satisfaction diminishes when a firm has increased

bargaining power. For example, cell phone plan providers, such as AT&T and Verizon,
participate in an industry that is an oligopoly, where only a few suppliers of a certain product or
service exist.

As such, many cell phone plan contracts have a lot of fine print with provisions that they
would never get away if there were, say, a hundred cell phone plan providers, because customer
satisfaction would be way too low, and customers would easily have the option of leaving for a
better contract offer.

DEFINITION OF CUSTOMER SATISFACTION:

Customers satisfaction is a person’s feeling of pleasure or disappointment resulting from

comparing a product perceived performance (out come) in relation t his or her expected.

PHILIP KOTLER

Consumer satisfaction is integrated management action explained above, is a means not

an end in itself. It is the means for fulfilling the needs of the needs of the consumer. And this
lends us to the third major distrusting features of the marketing concept, namely, consumer
satisfaction.
The marketing concept emphasizes that it is not enough if a firm has consumer
orientation. It is essential that such an orientation lead to consumer satisfaction. The concept
underscores that no firm can afford to ignore consumer satisfaction.

-V.S.RAMASWAMY&S.NAMAKUMARI

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NEED FOR THE STUDY

 Customer satisfaction is the key element for the success or failure of an organization
and it is the only element to measure the customer loyalty and satisfaction.

 It helps to offer the “Total Quality Product” along with price, promotion and place that
satisfies the customer.

 It helps to the marketers to collect the information required particularly on product

performance.

 Study on customer satisfaction is done to know whether the end user is satisfied
completely or not.

 To understand the importance of Customer satisfaction of Sujala Pipes.

 To know the policies and procedures of Sujala Pipes on customer satisfaction.

 To know the various factors which influence the customers to switch to Sujala Pipes.

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OBJECTIVES OF THE STUDY

 To present theoretical frame work related to customer satisfaction towards Sujala

Pipes.

 To study the customers opinion about the PVC products and suggestions, if any

 To find out the relationship between the customers satisfaction and the customers

preference.

 To know the various factors which influence the customers to switch to Sujala Pipes.

 To know the advertisement impact of Sujala Pipes products over a particular region.

 To analyze the factors that motivated them to prefer Sujala Pipes.

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SCOPE OF THE STUDY

 The study focus on the customer satisfaction of the Sujala Pipes product only.

 The study conducted with convenience sampling.

 The study limited for 35 days only.

 The study is made on current policies and procedures of Sujala Pipes, Nanyala.

 The study is confirmed to the customer satisfaction of Sujala Pipes, Nanyala.

 The scope of the study is limited Nanyala area only.

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METHODOLOGY
 Primary Data:

The questions used were close ended as well as open ended. The questionnaire

has been designed keeping the objective of the study in mind.

 Secondary Data:

The Secondary data needed for the study was collected from published sources

such as.

• Annual reports

• Journals

• company website

• Magzines, Newspapers

SAMPLING PLAN

 Sampling Procedure: The sampling technique used here was random Sampling,

which is one of the most commonly used non-probability sample design.

 Sample Unit: The target population from which the sample is chosen customers

of Sujala Pipes

 Sample Size: The sample of 100 from the target population was chosen out of

500.

 Sampling Technique: The data collected in form of questionnaires was tabulated

and analyzed using basic statistical method percentages.

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LIMITATIONS OF THE STUDY

 Time being constant project stud was done for a limited population in Guntur
area only.
 The sample size 100 only.
 Because of short span of time it is not passible for one to cover the maximum
customers.
 The study ware is done in Nandyala, to the result may not be applicable
universally.
 The findings and recommendations are applicable only to Sujala Pipes Pvt.Ltd.

 As the contact method is personal interview, it may endanger the flow of study
with a bit of bias.

 Due to prejudice, some respondents may be relevant to give clear cut answer.

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INDUSTRY PROFILE

OVERVIEW

Plastic have become synonymous with modern living. It is undoubtedly a product which
has penetrated extensively in to the common man’s life. No wonder the industry has achieved in
term of supply of raw material expansion and diversification of processing capacities and
manufacturing of processing machinery and equipment.

This versatile material with its superior qualities such as light weight, easy processing
ability corrosion resistance, energy conservation, no toxicity etc. many substitute to a large
extent many conventional and costly industrial materials like wood, metal, glass, jute, leather
etc., in the future. The manifold applications of plastics in the field of automobiles electronic,
electrical, packaging and agriculture give enough evidence of the immense utility of plastics.

At percent 80 percent of total requirement for raw material and almost all types of
plastic machines required for the industry are indigenously available. The percent investment in
all the three segments of the industry, namely production of raw materials, expansion and
diversification of processing capacities, manufacturing of processing machinery and ancillary
equipment us Rs.1250/- crores and it provides employment to more than Eight lack people.

A plastic has been subject to levies not only at the control level but also at state and local
government levels. These levels have affected the price of plastic products adversely. The per
capital consumption of plastic in India is very low at 0.5Kgs.(500grms) as against the world
average of 11Kgs. The per capital consumption is 68Kgs. In West Germany, 53Kgs, in U.S.A
35Kgs in U.K and even in developing country like South Korea 8.5 Kgs.

On account of their inherent advantages in properties and versatility in adaptation and

use, plastics have come to play a vital in a variety of applications, the world over. In our
country, plastics are used in making essential consumer goods of daily use for common man
such as baskets, shopping bags, water bottles, school bags, Tiffin boxed, hair combs, tooth
brushes, spectacle frames and fountain pens, engineering, electronics, in field little packaging,
automobiles, and transportation, engineering, electronics, telecommunication, defines, medicine

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and buildings and construction plastics are growing in importance in agriculture and water
management.

The Govt. of India recognizing the importance of plastic in agriculture appointed on

March 7th, 1981 a National committee on the use of plastic in Agriculture under the
chairmanship of Dr.G.V.R Rao. This committee has forecast a tremendous growth of drip
irrigation through a net work of plastic pipes and tubes. In its opinion large scale adoption of
irrigation would lead to sports in demand for PVC pipes L.D.P.E tubes and polypropylene
emitters. The committee made a number of recommendation would a long a way in increasing
the consumption of plastics, which at present is very low. The committee has highlighted the
importance of the use of PVC reign in the manufacture of rigid pies, flexible pipes and sheeting,
which are being used for agricultural operations to carry water from place to and also living of
ponds and reservoirs to reduce seepage and most important in drip irrigation systems.

A break through has already taken place in: the field of cannel lining with polyethylene
film in states of Gujarat, Madhya Pradesh and Haryana, the irrigation departments in the states
have taken concrete steps to incorporate canal lining with L.D.P films on a priority basic.

Another variety of plastics, that requires careful nurturing relates to the engineering
plastics which after alternatives to or replacement for metal in lode applications.

Modified P.P.O Nylons, Polydactyl, Polycarbonate, Polyester (pet) epoxy phenol and
melamine are some of the plastic material following under the category of engineering plastics.

Engineering plastics are being increasingly used for various applications in automobiles,
electronics, telecommunications and other industries .The plastics are classified into two major
classes’ thermoplastics and thermo sets the thermoplastics become sufficiently soft applications
of heart. The thermostats on the initial application of heat and pressure in the mould to flow, but
upon further application of heat and pressure they are too hard to inert molded place which
cannot be reoffered by reheating.

L.D.P.E (Low Density Polyethylene):-

Production of LDEP in India started in 1959, at present there are three units
manufacturing LDEP with a total capacity of 1.15 lack tones. Production target for LDEP by the
end of 1989-1990 is placed 1.86 lack tones.

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P.V.C.( Poly vinyl Chloride) :-

Production of PVC started in India in 1951 against first production of PVC in the world
in 1927. At present, there are six units manufacturing PVC pipes. The present total installed
capacity comes to 1.7 lack tones. The productions target of PVC the end of 1989-1990 is placed
at 2.33 lack tones.

POLYSTYRENE:

Polystyrene was first manufactured in India may 1957. The production target of
polystyrene by the end of 1989-1990 is set at 29,000 tones.

POLYPROPHYLENE:-

The first production of the polypropylene is commenced in 1978. A production targets

29000 tones is the achieved by the end of 19989-1990.

A.B.S ( Acrylonitril Butadiene Styrene):

The productions of Acrylonitril Bustadience styrene (A.B.S) in India started in 1978.

The present total annual capacity of ABS is 4000 tones.

EXPORT OF PLASTIC GOODS:

Plastic have excellent potentialities. Our country is equipped with all kinds of processing
machineries and skilled Labor and undoubtedly, and extra effort boost export finished plastic
will yield rich dividend.

Today India exports plastic product to as many as 80 countries all over the world. The
export, which were stagnant at round 60-70 cores per annum doubled to Rs.129 crores in 1988-
1989. This plastic industry has taken up the challenge of achieving an export target of Rs. 170
crores

Major export markets for plastic are Australia, Bangladesh, Canada, Rgypt, France,
Hong Kong, Hungrty Italy, Kuwait, Federal Republic of Germany ,Srilanka, Swede, Taiwan,
U.K U.S.A and U.S.S.R

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With a view to boosting the export the plastic export promotion council has urged the
government to reduce import duty on plastic raw material at international prices. Fix duty draw
back on weighted average basic and charger freight rare on plastic products on weights basic
instead of volume basic.

PROSPECTS:

The production of various raw materials in the country is expired to double bny this end
of the seventh plan when the PCL capacity expansion programmed is completed as well as the
new plants by other manufactures like PIL. Century Eke, reliance is set up during the period.
The consumption of commodity plastic including LDPE, HDPE, PUP PS and PVC is expected
to touch the one million tones marked by 1989-90. There is immense scope for the use of plastic
in agriculture electronics automobile telecommunications and irrigation and irrigation and thus
the plastic industry is on the threshold of an explosive growth.

CURRENT SCENARIO

Role of Plastics In The National Economy:

Plastic are get perceived as just simple colorful household products in the minds of
common man. A dominant part of the plastic of the present and future fined their utilization in
the following areas.

1. Agriculture forestry and water- management

2. Automobiles and transpiration
3. Electronics and telecommunications building construction and furniture
especially wood substitutes.
4. Food processing and packing
5. Power and gas distribution
PVC PIPES IN INDIA

PVC products have found wide acceptance in India and abroad. PVC is one of the most
versatile plastics. It can be extruded, molded, calendared and thermoformed into a multitude of
furnished products. The PVC rein can be load bearing application lime pipes windows and

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doors to flexible material for products a due as wire and cable insulation and shooting and
flooring.

PVC product caters to both interiors and exteriors. In interiors it can be used for
floorings profile and cable tray, wall covering modular office systems houses and furniture. For
exteriors it is used for doors and window fencing partitions and paneling roofing and rain
system

The other external applications are in the of irrigation potable water supplies and public
water supplies. In the field of irrigation there are several methods to irrigate the fields. There are
minor irrigation projects and major irrigation projects a part form individual sources like wells
tube will bore wells major irrigation projects will have canals and lift irrigations schemes etc.,
will have pipelines. Cement and grippes were the pipes used in conventional methods of
irrigation. Now –a- day PVC pipes replaced the conventional pipes and they constituted almost
90% in this respect.

Drip irrigation popular in the agricultural sector especially in the field of horticulture
commercial cropping and green ply houses. The drip irrigation concept is becoming more
popular with its advantaged like high yield water conservation less labor costs less fertilizer less
past management costs less power costs and many more advantages. The demand for this
concept is increasing at pace of 30%-40% per annum.

Agriculture a sunrise industry in the Indian economy is mainly dependent on the PVC
pipes for the seawater sector and pumping to their aqua pons. They are using pipelines of four to
five kilometers of 10-16 diameters pipes.

The state Govt of A.P is using RIGID PVS pipes for the irrigation water supplies for the
past few years. The state Govt is producing PVC popes through APSIDC (Andhra Pradesh
State Irrigation Development) for its lift irrigation schemes and other development schemes.
The panchayatraj department producing pipes for public water supply schemes. These pipes can
be used for the main distributor’s sub-distributors and individual connections.

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IMPORTANCE OF PIPES INDUSTRY

We shall look at the basic data about plastics and particularly those properties which are
of use in practical working with plastics. Plastic are manmade materials. The oldest raw
materials for producing plastic are carbonaceous material obtained from petrochemical sources
and they can be economically produced in large quantities.

Plastics have changed our world and day-by-day they are becoming important

They own their success to whole series of advantage which they have over conventional
materials such as

1) Light weight
2) Excellent mould ability
3) Attractive colors
4) Low energy requirement for convention
5) Low labor cost of manufacture
6) Low maintenance
7) High strength weight ratio
8) Corrosion resistance
9) Aesthetic without surface treatment
Technical details about PVC pipes Raw materials:-
The important raw material in manufacturing of pipes PVC Rsin (poly vinyl
chloride)
Chemicals
1. Tbls -Tribasic Lead Sulphate
2. Dbls - Dibasic Lead State
3. Ls - Lead State
4. Cs - calcium state
5. Sa -steric acid
6. Caca -activated calcium carbonate
7. Titanium dioxide
8. Paraffin Wax
Compositions of raw material & chemicals (as per ISI 4985-88) for the batches are as

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Follows.
Resin 75kg
Tbls 1kg
Dbls 0.4kg
Ls 0.5kg
Cs 0.6kg
Sa 0.6kg
Wax 0.5kg
Caco3 4kg
Carbon black Color 0.35kg
The raw materials and chemicals are mixed in appropriate proportions as per standards required
and is done according to batches.These raw materials and chemicals are mostly imported from
Gujarat and Rajasthan.

The Plastics Industry in India has made significant achievements ever since it made a
modest but promising beginning by commencing production of Polystyrene in 1957. The
chronology of manufacture of polymers in India is summarised as under:-

- 1957-Polystyrene
- 1959-LDPE
- 1961-PVC
-1968- HDPE
- 1978-Polypropylene
The potential Indian market has motivated Indian entrepreneurs to acquire technical expertise,
achieve high quality standards and build capacities in various facets of the booming plastic
industry. Phenomenal developments in the plastic machinery sector coupled with matching
developments in the petrochemical sector, both of which support the plastic processing sector,
have facilitated the plastic processors to build capacities to service both the domestic market
and the markets in the overseas.

The plastic processing sector comprises of over 30,000 units involved in producing a
variety of items through injection moulding, blow moulding, extrusion and calendaring. The

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capacity built in most segments of this industry coupled with inherent capabilities has made us
capable of servicing the overseas markets.

The economic reforms launched in India since 1991, have added further fillip to the
Indian plastic industry. Joint ventures, foreign investments, easier access to technology from
developed countries etc have opened up new vistas to further facilitate the growth of this
industry.

DEMAND DRIVERS

The pipes industry is centered on the manufacturing process of pipes for

agricultures. Manufacturing of pipes are the most visited type of establishments, making the
output of this industry a high demand item. There is a massive consumer market just looking for
ways to spend its money; as such, competition is stiff and innovation and technology are
essential for success. Selling success depends on marketing techniques that are catered to
consumer wants.

. The production in this industry is divided among a few different companies,

however, no single firm has large enough share of the market to be able to influence the
industry's direction or price levels.

Primary Demand Drivers:

 Consumer tastes.
 Consumer demand.
 Comparative costs of manufacture overseas.
Profitability Demand Drivers:

 Operational efficiency.
 Hiring professional local managers.
 Focusing on a limited geographic region.
 Specializing in certain product types.

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MAJOR COMPETITORS OF THE INDUSTRY

 Sudhakar pipes pvt.ltd
 Nandi pipes pvt.ltd
 Gauthami pipes pvt.ltd
 Varuna pipes
 Vrk Pipe Industries
 Sri Lakshmi Enterprises
 Sri Venkateswara Industries
 Sree Rama Krishna Engineering Co.
 Btc Fitting Centre
 Jinesh Trading Agnecies
 Vectus Industries Limited
 Ratna Plastics
PROBLEMS OF THE INDUSTRY

Discover potential new overseas markets, map strategies for new

business ventures or partnerships, see how trends in exports or imports may help you grow your
business. The current edition of SPI's uniquely valuable report, Global Business Trends: A
Detailed Survey of Plastic Trade Flows in 2007also ranks the top export and import product
categories for resins, manufactured goods, plastics working machinery and molds.

The report includes industry-wide and sector-by-sector data for the

years 2005, 2006 and 2007 on U.S. plastics industry exports and imports, the top surplus and
deficit trading partners and the top product categories in each sector. It reports trade flows as a
percentage of domestic shipments by industry sector for 2005, 2006 and 2007. Global Business
Trends also contains a chapter on plastics consumption and market share, featuring analyses of
apparent consumption of plastics resins, products, machinery and molds in the United States for
2005, 2006 and 2007, as well as import shares of those industry sectors over the same three-year
period.

The special section on trade in contained plastics products uncovers

"hidden" data on the plastics content of imported goods that are not reported as plastics products
or resin in official U.S. government statistics, for example packaging for food and tobacco

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products, textile products, clothing, agricultural, building and construction goods, transportation
and electronic products and many others, from 1997 to 2007.

The study also includes an examination of "true" vs. apparent

consumption. The measure of domestic resin and plastics products consumption normally used,
called "apparent consumption," undercounts "true" consumption (the amount of consumption
that actually exists) and understates the rate of consumption growth. The higher growth rate of
true consumption makes it clear that domestic resin and plastics products demand is still
growing and that producers are losing share in their own domestic market.

GOVERNMENT POLICY

India has become the global pipe manufacturing hub especially of

SAW pipes primarily due to its lower cost, high quality and geographical advantages.
Additionally, Indian companies have acquired global accreditations and certifications which
make them preferred suppliers to most of the world’s top oil and gas companies in the Middle
East, North America and Europe. CARE Research believes that once the global economy
returns to sustained growth, the domestic pipe industry is expected to accelerate into high
growth trajectory.

CARE Research’s report on ‘Indian Pipe Industry’ gives valuable insight of the industry
on global and domestic capacities, demand-supply gap analysis of domestic market, export
market for domestic companies, replacement demand, competition and commentary on top
industry players. We have reported demand break-up within each segment of steel pipes like
SAW, ERW and Seamless pipes. For SAW pipes, our demand forecasting is derived from
several upcoming pipeline projects expected in India and globally coupled with the replacement
demand. For ERW pipes, which are primarily used for City Gas Distribution network, we have
calculated our demand based on several ongoing natural gas pipeline projects in India. For
Seamless pipes which are extensively used for E&P projects; our demand is based on onshore
and offshore mortgage drilled. Additionally, we have detailed analysis on PVC and HDPE pipes
which have become preferred material in the construction industry and several government
projects.

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The cost analysis and pricing information presented in the report will help the reader
identify the critical cost items and their trends. The company overview section in the report
provides detailed profiles of the top seven players in the industry, including their financial and
operational data and product range. The report also provides manufacturing process and
technical aspect in the industry overview section.

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COMPANY PROFILE

INTRODUCTION TO THE COMPANY

Sujala Pipes Pvt. Ltd., manufactures Poly Vinyl Chloride Pipes under the brand name of
“Nandi Pipes”. The company was started in the year 1977 by a Mechanical Engineer Sri S.P.Y.
Reddy at Nandyal, Kurnool District, who had just left a job in BABA ATOMIC RESEARCH
CENTRE (BARC) and wanted to do some thing on his own and he did.

The initial investment is Rs. 5 Lakhs and presently, the annual turnover of the whole
Nandi Group is Rs. 200 crores, out of which Rs. 100 crores is from Sujala Pipes Private
Limited. The present production capacity is 22,000 metric tones of pipes per annum.

NANDI pipes are the largest selling PVC pipes brands in South India.

GROWTH

S.P.Y. Reddy in the earlier days of establishment of the company, used to manufacture
Galvanized Iron pipes and Cast Iron pipes. Later he switched over the manufacturing of PVC
pipes. It has been massive growth from 1988. The punch line of NANDI pipes is “ENDURING
QUALITY THROUGH GENERATIONS”.A part from manufacturing of PVC pipes, it also
runs a partnership with Swomya Fitting, Manufacturing PVC pipes, fittings at bidder.

The following data shows the market development for PVC pipes of SUJALA PIPES PVT.
LTD.,

Years Expansion of the Market Development

1977-84 Nandyal Region (Polythene pipes)
1984-85 Rayalaseema Region (PVC Pipes)
1985-86 Rayalaseema and Telangana.
1986-88 Karnataka and Andhra Pradesh
1989-91 Karnataka, Tamilnadu, Andhra Pradesh
1991-98 Karnataka, Tamilnadu, Andhra Pradesh, Kerala
1998-2003 Karnataka, Tamilnadu, Andhra Pradesh, Kerala, Goa
and Maharastra.

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Market Development of SUJALA PIPES

VARIETY:
Out of five varieties of products offered by the organization, Nandyal Nandi Pipes has
got excellent local popularity as it symbolizes the region of the sacred bull. The remaining got
their impact in other states.
S. No. Brand Name Level of Standard
1. NANDI On par with ISI Standards
2. RANI On par with ISI Standards
3. JALA Less than of ISI Standards
4. USHA Below ISI Standards
5. Blue Thread Pipes Least Quality
Variety Brand Names of SUJALA PIPES
ABOUT NANDI PIPES

Sujala Pipes (P) Ltd., Nandyal a premier enterprise of Nandi Groups is the
well known manufacture of the largest and most comprehensive range of UPVC pipes in India.
Nandi Gold Pipes, with a diameter up to 400 mm are suitable for water transportation,
irrigation, plumbing, drainage cable ducting, bore wells, transfer of industrial effluents and
electrical conduits.The gamut of products cover all applications in which PVC pipes can be
used. Nandi UPCV systems are more cost effective than congenital Gl. Gl or AC systems
besides being light in weight, durable and noncorrosive. They are also easy to handle, offer
excellent flow characteristics and can be transported and installed any where. With world class
quality and customized product development support, they enjoy the satisfaction of millions of
customers. The unit also has world class quality assurance systems ensuring products of
uncompromising excellence meeting all relevant ISI BS. DIN and ASTM standards. In addition
to these features, extensive R & D facilities provide reliable and committed support for new
product development implying that even if a Nandi Customer is unable to acquire his precise
requirement from our elaborate ranges; Nandi also could supply customized products as per his
own exclusive specifications.

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VISION, MISSION STATEMENT

Vision:

To deliver water and energy to the world, in the most efficient way. We will be intensely
customer focused and will offer products and services which provide the best value for our
customers

Mission:

To elevate pipes to a material of choice and position NANDI as the recognized market
leader. Developing a long term relationships with our customers and suppliers. Serving and
supporting the communities in which we operate. To manufacture a high quality yarn thereby
with standing high level of competitiveness.

Objective:

"Our employees make a powerful and lasting contribution not only to the future
performance of our business, but also to the future of the pipe market." Purchase of high grade
raw-material. Investments in modern technology. Practice high level of customer service while
equally exceeding on employee welfare measures.

PROMOTERS
Sujala Pipes Pvt. Ltd., manufactures Poly Vinyl Chloride Pipes under the brand name of
“Nandi Pipes”. The company was started in the year 1977 by a Mechanical Engineer Sri S.P.Y.
Reddy at Nandyal, Kurnool District, who had just left a job in BABA ATOMIC RESEARCH
CENTRE (BARC) and wanted to do some thing on his own and he did.

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ORGANIZATION CHART

CHAIRMAN

MANAGING DIRECTOR

GM(FINANCE) GM(PRODUCTION) GM(MARKETING) GM(ENGINEERING)

ACCOUNTS PRODUCTION MARKETING HUMAN FOREMAN

MANAGER MANAGER MANAGER RESOURCE

MANAGER

CLERKS SUPERVISORS EXECUTIVES EXECUTIVES MECHANICS/

OPERATORS

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BOARD OF DIRECTORS

NAME BOARD OF DIRECTORS

S. Sridhar Reddy Managing Director
K.Rami Reddy General Manager
S. Shankar Reddy Director
D. Nageswara Rao Director
Nirmala Devi .P Director
Krishna mohan.G GM HRD

TABLE 4.3: Key Employees List

REGISTERED OFFICE & FACTORY

Sujala pipes pvt ltd.

Kurnool road,

C-1,Industrial area,

Nandyala,

Kurnool (D.T),

Andhra Pradesh

518501.

BANKERS

State Bank of India

Srinivasa Center,

Nandyala.

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PRODUCTS OF SIJALA
DETAILS OF SUJALA PIPES

Pipe Diameter Class Flow Range

Mm Inches Class Pressure Litre / Sec.
20 0.5 5 10 0.07-0.13
25 0.75 5 10 0.13-0.25
32 1 5 10 0.25-0.50
40 1.25 3 6 0.50-1.00
50 1.5 3 4 1.00-1.80
63 2 2 4 1.80-3.00
75 2.5 2 4 3.00-5.00
90 3 2 4 5.00-15.00
110 4 2 4 8.00-15.00
140 5 2 4 15.00-20.00
160 6 2 4 20.00-30.00
180 7 2 4 30.00-40.00
200 8 2 4 40.00-50.00
225 9 2 4 50.00-60.00
250 10 2 4 60.00-70.00

NANDI GROUP OF ORGANISATIONS:

1. Sujala Pipes private limited

2. Srikanth Water Containers
3. Mahanandi SWR Fitting
4. Mahanadi Mineral water
5. Nandi Milk Daily products
6. S.P.Y. Reddy Educational Institutions
7. Nandi PVC Products (P) Ltd.,

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8. SPY AGRO Industries Ltd.,

9. Integrated Thermo Plastics Ltd.,
10. S.S. Dairy products.
11. Nandi Plasticisers & Pipe industries.
12. Omkar Solvents.
13. Suneetha Industries
14. Nandi Hardware
15. Siddartha marketing Agencies
16. Siddarth plastics
17. Nandi Chemicals.
18. Nandyala Nalla pipulu
19. Anantha pipes (P) Ltd.,
20. Nandi plastics TPT.
COMPETITORS

 Sudhakar pipes pvt.ltd

 Gauthami pipes pvt.ltd

 Varuna pipes

 Vrk Pipe Industries

 Sri Lakshmi Enterprises

 Sri Venkateswara Industries

 Sree Rama Krishna Engineering Co.

 Btc Fitting Centre

 Jinesh Trading Agnecies

 Vectus Industries Limited

 Ratna Plastics

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BUSINESS DISCRIPTION

The power from output of the motor is transmitted to main gear box
through a no. of V-belts and pulleys to the input shaft of the gear box. The main gear box is
worm gear box having reduction ratio’s of 15:1 the gear box is mounted on the top of base on a
well machined pad and held firmly by nos. of hexagonal Headed screws. The output shaft of
bear box is connected to the output shaft of the assembly through a heavy duty flexible
coupling. The tow output shafts are perfectly aligned by checking.

The run of this coupling and gear box and hopper block are dwelled to the
base in correct positions. The splinted end of the extended screw winery with splinted bore of
the output and these powers is transmitted to the screw.

There will be two heating wones called barrel zonal & die zones. Raw
materials will be passed from hopper to the first bowel zone where sources constant temperature
will be maintained to bring the raw material in to the form of paste. Raw material will be passed

From barrel zone where the raw material comes to rewire condition to form pipe. Cool water
will be supplied throughout the length of the pipes. One end of the pipe will be expanded after
heating for the purpose of joining by solvent cement to the plain end of pvc pipes, which called
socket end pipe.

Hot forward extrusion is employed for the manufacture of PVC pipes resigns
with weighted amounts of other ingredients, which are carried to the hot chambers.

The high temperature of hot chamber melts ingredients and contents of then
given forward transit to get hallows pipes of required dimension. As the pipes come out of the
hot chamber, cool water jet is directed towards it to cool the pipe immediately. Pipes of desired
length are cut with the aid of stop and power hack slow. Production is made in various sizes
ranging from V2 to 10’ according to usage.

 PVC raw material+ other chemicals(compound)

 Fed into mixture hopper
 Fed into extruder hopper
 Heating Chamber( compound is melt into paste)

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 Dye (10-35mm)
 Cooling chamber(the paste is hardened)
 Haul off
 Cutter of pipes
 Stocking of pipes
Quality lab:

Stringent quality control tests are regularly conducted to ensure top quality products
for multifarious applications like:

 Tube well casing

 Telephone ducting
 Aquaculture
 Government aided schemed
 Medium irrigation projects
 Manufactures as per IS 4985-2000
 Passes all the tests as per IS 12125-1980
 Proprietary compound development
 Maximum specific gravity of 1.46
 Maximum ash content of 8% when tested as per ISE 3451 part-III
 No deterioration of physical and chemical properties
 Full automatic manufacturing layout with world class batten field extrusion plant
 Production capacity of 22000 metric tons per annum.

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POLICIES
QUALITY:
Quality is the dominating factor for the growth of sales and Sujala Pipes follow the
world class Quality Control Management Techniques in quality control laboratory to achieve
the best quality pipes. Stringent quality control test are regularly conducted to ensure top quality
products for multifarious applications like.
Manufactured on par with IS 4985 – 2000
Conforms of tests on par with IS 12235 : 1986
Maximum Specific Gravity of 1.46
Maximum ash content of 8% when tested on par with ISO 3451 III.
SIZED :
Various sizes ranging from “1/2 to 10” inches offered to customers. But for the purpose of cubic
space utilization in trucks while transport organization is adopting the technique like pipe in
pipe.
WARRANTIES:
No written warranties are given to customers except an assurance that the product is
reliable.
PAYMENT PERIOD:
Zero credit policy is adopted by the company and goods are not delivered unless cash
remittance is made.
CHANNELS OF DISTRIBUTION:
Sujala Pipes Pvt. Ltd., got two levels of distribution.

1. Zero level channel Distribution

2. Single level Channel Distribution

1. Zero level channel Distribution:

MANUFACTURER CUSTOMER

2. Single level Channel Distribution :

MANUFACTURER DEALER CUSTOMER

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Sujala Pipes Pvt. Ltd., has an extensive network of 300 dealers to Andhra Pradesh and
who are directly serviced by company sales force 500 dealers in south India who are directly
served by the company.

COVERAGE:

At present southern parts of country like Andhra Pradesh, Karnataka, Tamilnadu and
Kerala are in ambit of Sujala Pipes Pvt LTd.

TRANSPORTATION:

The Company‘s major strength is its transportation vehicles. Huge investment is made
on transportation vehicles. A unique cash out flow justifies itself by providing good repudiation
of the company through customer service. The unique strength of the organization enables the
delivery system to be efficient. This event helps the dealer to reduce inventory levels to the
minimum.

The company is equipped with sophisticated laboratory to carry on tests to ascertain

outgoing Quality level of the pipes. Nandi Pipes has got ISI Trade Mark, which speaks for itself
for the quality of the pipes. A number of statistical quality control techniques is applied to
sustain the quality level of the product.

As the company is located in Industrial estate of Nandyal it is facilitated with good

network, which includes telex and fax machines. Company is also availing the Electronic Data
Processing Technology.

PERSONNEL DEPARTMENT

The Personnel Department consists the details of the employees of the

organization and all the managers and workers from Production, Marketing, Finance,
Transportation, Quality Departments and will report to the Managing and Executive Director
about all the dealings of the company. Other than executives there are nearly 200 workers
working in the organization.

SERVICES TO EMPLOYEES

The following are the services provided by the organization to their employees.

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 Quarters to employees
 Providing free meals
 Providing loans for vehicles
 ESI (Employee State Insurance)
 PF (Provident Fund)
 Free Medical facility
 Allowances to vehicles
 Indoor and outdoor games
 Free transport service
 Increment to 6 months for experienced employees
 Providing mobile phone facility
The recruitment and selection of personnel is made by a panel consisting of Managing
Director and Executive Director and Managers of concerned departments. Apart from the
attractive salaries company provides health care facilities etc.

FINANCIAL DEPARTMENT

Though initially the company approached the external sources for financial aid, now the
financial status of the company is very sound and is being run only with self finance expecting
for loans taken on hypothecation of machinery and stock from SBI, Nandyal branch.

The financial department is headed by the financial manager with the help of four
account officers and other clerks of the department. The company follows cash in paid and these
transactions are looked after by Financial Department with the help of marketing department.

MARKETING DEPARTMENT

Marketing Manager gets the information from Assistant Marketing

Manager and he is headed by Sales representatives and salesmen.

Marketing mix and advertising particulars of Sujala Pipes Private Limited

shows the department’s effective management of the Marketing department in the organization.

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SWOT ANALYSIS

Strengths Weaknesses Opportunities Threats

Reputation in Shortage of Well established Large consultancies

marketplace consultants at position with a well operating at a minor
operating level rather defined market niche level
than partner level

Expertise at partner Unable to deal with Identified market for Other small
level in HRM multi-disciplinary consultancy in areas consultancies looking
consultancy assignments because other than HRM to invade the
of size or lack of marketplace
ability

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CUSTOMER SATISFACTION

INTRODUCTION:

Customer satisfaction a business term is 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 perspective of a balanced scorecard. Every human being
is a consumer of different produces. If there is no consumer, there is no business. Therefore,
customer satisfaction is very important to every business person.

Detailed information regarding the customer in a market will provide the basic platform
for all marketing decisions. Marketing decision maker needs descriptive information about the
total potential unit and dollar sales in each segment.

MEANING OF CUSTOMER SATISFACTION:

Customer satisfaction, a term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals."

It is seen as a key performance indicator within business and is often part of a balanced
scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers’ expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability. These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective. Therefore, it is essential for
businesses to effectively manage customer satisfaction. To be able do this, firms need reliable

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and representative measures of satisfaction. In researching satisfaction, firms generally ask

customers whether their product or service has met or exceeded expectations. Thus,
expectations are a key factor behind satisfaction. When customers have high expectations and
the reality falls short, they will be disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating
than a budget motel even though its facilities and service would be deemed superior in
“absolute” terms.

The importance of customer satisfaction diminishes when a firm has increased

bargaining power. For example, cell phone plan providers, such as AT&T and Verizon,
participate in an industry that is an oligopoly, where only a few suppliers of a certain product or
service exist.

As such, many cell phone plan contracts have a lot of fine print with provisions that they
would never get away if there were, say, a hundred cell phone plan providers, because customer
satisfaction would be way too low, and customers would easily have the option of leaving for a
better contract offer.

DEFINITION OF CUSTOMER SATISFACTION:

Customers satisfaction is a person’s feeling of pleasure or disappointment resulting from

comparing a product perceived performance (out come) in relation t his or her expected.

PHILIP KOTLER

Consumer satisfaction is integrated management action explained above, is a means not

an end in itself. It is the means for fulfilling the needs of the needs of the consumer. And this
lends us to the third major distrusting features of the marketing concept, namely, consumer
satisfaction.
The marketing concept emphasizes that it is not enough if a firm has consumer
orientation. It is essential that such an orientation lead to consumer satisfaction. The concept
underscores that no firm can afford to ignore consumer satisfaction.

-V.S.RAMASWAMY&S.NAMAKUMARI

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MEASURING CUSTOMER SATISFACTION:

Organizations need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the organization is at
providing products and/or services to the marketplace.

Customer satisfaction is measured at the individual level, but it is almost always

reported at an aggregate level. It can be, and often is, measured along various dimensions. As
research on consumption experiences grows, evidence suggests that consumers purchase goods
and services for a combination of two types of benefits: hedonic and utilitarian. Hedonic
benefits are associated with the sensory and experiential attributes of the product. Utilitarian
benefits of a product are associated with the more instrumental and functional attributes of the
product.

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 correlate with satisfaction behaviors such as return and recommend rate. The
level of satisfaction can also vary depending on other options the customer may have and other
products against which the customer can compare the organization's products.

The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and in
term of their perception and expectation of performance of the organization being measured.
Their satisfaction is generally measured on a five-point scale.Regardless of the scale used, the
objective is to measure customers’ perceived satisfaction with their experience of a firm’s
offerings. It is essential for firms to effectively manage customer satisfaction. To be able do
this, we need accurate measurement of satisfaction.

Good quality measures need to have high satisfaction loadings, good reliability, and low
error variances. In an empirical study comparing commonly used satisfaction measures it was

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found that two multi-item semantic differential scales performed best across both hedonic and
utilitarian service consumption contexts. It seems that dependent on a trade-off between length
of the questionnaire and quality of satisfaction measure, these scales seem to be good options
for measuring customer satisfaction in academic and applied studies research alike. All other
measures tested consistently performed worse than the top three measures, and/or their
performance varied significantly across the two service contexts in their study. These results
suggest that more careful pretesting would be prudent should these measures be used.

Finally, all measures captured both affective and cognitive aspects of satisfaction,
independent of their scale anchors. Affective measures capture a consumer’s attitude towards a
product, which can result from any product information or experience. On the other hand,
cognitive element is defined as an appraisal or conclusion on how the product’s performance
compared against expectations, was useful, fit the situation, and exceeded the requirements of
the situation.

INFLUENCE OF CUSTOMER SATISFACTION:

According to influence of customer satisfaction for customer- centred companies
customer satisfaction is both a goal and a marketing tool. Companies need to be especially
concerned to quickly spread bad word of mouth as well as good work of mouth to the rest of the
world. Some customer’s e3n set up their own Web sites to air their grievances and
dissatisfaction, targeting high profile brands such as United Air lines Wall Mart, and Mercedes-
Benz. Describing events and actions as being wronged by the company, these Web sites often
attempt to galvanize consumer discontent and protest.

TOTAL CUSTOMER SATISFACTION:

Whether the buyer is satisfied after purchase depends on the offer’s Performance in
relationship to the buyer’s expectations, and whether the buyer interprets and deviations
between the two. In general, satisfaction is a person’s feelings of pleasure or disappointment
that result from comparing a product’s perceived performance (or outcome) to their
expectations. If the performance falls short of expectations, the customer is dissatisfied, if the
performance falls short of expectations, the customer is dissatisfied. If the performance matches
the expectations, the customer is satisfied. If the performance exceeds expectations, the

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customer is highly satisfied or delighted, Customer assessments of product performance depend

on many factors especially the type of loyalty relationship the customer has with the brand
consumers often form more favourable perceptions of a product with a brand they already feel
positive about. A customer’s decision to be loyal or the defect is the sum of many small
encounters with the company. Many companies now strive to create a “branded customer
experiences”. Here’s how San Francisco’s Joie Vivre chain does this.

MONITORING SATISFACTION

In this monitoring satisfaction many companies are systematically measuring how well
they treat their customers, identifying the factors shaping satisfaction, and making changes in
their operations and marketing as a result. For example, Wachovia securities employs mystery
shoppers to assess how well employees are satisfying customer, linking part of employees
compensation to their ratings,

The emphasis on customer service seems to be working-a research study by brand Keys
during the first quarter of 2006 found that Wachovia did a better job of meeting the expectations
of its loyal customer than any other bank.

FACTORS THAT ARE PART OF THE BUYER AS AN INDIVIDUAL:

An individual’s religion and culture background, his personality traits, self-concept, his
general endowments, his upbringing –in short, his overall bio data- play a crucial role in his
conduct as a buyer/consumer. These factors ca be grouped broadly into three categories.

 Personal factors
 Cultural factors
 Psychological factors

BUYING MOTIVS:
In the foregoing pages, we have discussed factors affecting buyer behaviour under
three broad heads. A grasp of these factors is essential for understanding the buyer’s motive.
Study of the influence of all such factors helps marketers to reach the buyers effectively and
develop better marketing strategies.

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Buying motives can be defined as ‘all the impulses, desires and considerations which
induce a buyer to purchase a given product. Why does a person buy certain products, what are
his, motives in buying those products’

BUYING HABITS:

In this buying habit so far, we have discussed buying motives-why people buy.
Marketers should also know the buying habits of customer-how when and where they buy.

BUYING HABITS VARY DEPENDING ON TYPES OF GOODS:

Buying habit can be best studied in relation to the types of products purchased. For
example, consumer goods have been classified on the basis of buying habits of the people as
convenience goods, shopping goods and specialty goods.

THE CORE BUSINESS PROCESS INCLUDES THE FOLLOWING

CONCEPTS:

THE MARKETING SENSING PROCESS:

All the activities involved in gathering market intelligence disseminating it with the
organization and acting of information.

THE NEW OFFERING REALIZATION PROCESS:

All the activities in research, developing and launching new high quality offerings
quickly and within the budget.

THE CUSTOMER RELATIONSHIP MANAGEMENT:

All the activities involved in building deeper understanding relationships and offerings
to individual customers.

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VALUE EQUITY:

Value equity is the customer’s objective assessment of the utility of an offering based on
perception of its benefits relative to its costs the sub drivers of the value equity and quality,
price and convenience. Each industry has to define the specific factors underlying each sub
driver in order to find programs to improve value equity. An air line passenger might define
equity as seat width; a hotel guest might define equity as room size. Value equity makes the
biggest contribution to consumer equity. When products are differentiated and when they are
more complex and need to be evaluated. Value equity especially drives customer equity in
business market.

BRAND EQUITY:

Brand equity is the customer’s subjective and intangible assessment of the brand above
and beyond its objectivity perceived value. The sub drivers of brand equity and customer brand
awareness, customer attitude towards the brand and customer perception of brand ethics.
Companies use advertising, public relations and other communication tools to affect these sub
drivers. Brand equity is more important than the other drivers of customer equity where
products are less differentiated and have more emotional impact.

RELATIONSHIP EQUITY:

Relationship equity is the customer’s tendency to stick with brand above and beyond
objective and subjective assessment of its worth. Sub drivers of relationship equity include
loyalty programs, special recognition and treatment program, community building programs.
Relationship equity is especially important where personal relationship count for a lot and
where customers tend to continue with supplier out of habit.

Some customers inevitably become inactive or dropout. The challenge is to reactive

dissatisfied customers through win-back strategies. It is often easy to attract ex-customers than
to find new ones. The key is to analyze the causes of customer detection through exit interviews
and lost customer surveys. The aim is to win back only those customers who have strong profit
potential.

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THE FULFILMENT MANAGEMENT PROCESS:

All activities involved in receiving and approving orders, shipping the goods on time
and collecting payment.

THE VALUE DELIVERY NETWORK:

To be successful a firm or an organization also needs to look for competitive advantage

beyond its own operations into the value chains of its supplier distributing and customers. Many
companies today partnered with specific suppliers and distribution to create a superior value
delivery network.

CUSTOMER RELATIONSHIP MANAGEMENT:

The aim for customer relationship management is to produce high customer equity.
Customer equity is the total of the discounted lifetime values of all firm’s customer’s. Clearly,
the more loyal the customer’s the higher the customer equity, value equity, brand equity and
relationship equity.

FORMING STRONG CUSTOMER BRANDS:

The basic companies that want to form strong relationship need to attend the following basics:-

 Get cross departmental participation in planning and managing customer satisfaction and
retention process.
 Integrate the voice of the customer in all business decisions.
 Create superior product, services and experience for the target market.
 Organize and make accessible a database of information on individual customer needs
preferences, contacts, purchase frequency and satisfaction.
 Make it easy for customers to reach appropriate company personnel and express their
needs, perception and complaints.
 Run award programs recognizing outstanding employers.

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There are 3 relation building approaches. They are as follows:

 Adding Financial Benefits

 Adding Social Benefits
 Adding Structural Benefits

ADDING FINANCIAL BENEFITS:

The two financial benefits that companies can offer are frequency programs and club
marketing programs. Frequency programs are designed to provide rewards to customer who buy
frequently and in substantial amounts. Frequency is an acknowledgment of the fact that 20% of
a customer’s customer might account for 80% of the business.

ADDING SOCIAL BENEFITS:

Company personnel work on increasingly social bonds with customers by individually

and personalizing customer relationships. Customers may be nameless to the institution, but
eliminated cannot be nameless. Customers are served as a part of larger segments. Clients are
served by individual basis. Customers are served by anyone who happen to be available, who
know to explain the details of the product or service.

ADDING STRUCTURAL BENEFITS:

Company can supply customers with special equipments or computer linkages that help
customer manage orders, payroll and inventory. People can be loyal to their country, family and
beliefs bur less to their toothpaste, soap or even better. The marketer should aim at increasing
the consumer’s productivity to repurchase the company’s brands.

CUSTOMER WILL DECIDE WHAT VALUE IS:

The important point here is that what constitute value will be decided by the customer.
What the firm my cinder a value is not material. In other words, the crux is to find out what the
customer condors as value and provide it in the market offer, the firm to accept this position in
too. The Pringle example in Exhibit aptly illustrates this point.

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USEFUL TOOL FOR FINDING CUSTOMER’S EVALUATION OF

VALUE DELIVERY:

What ultimately matters in marketing is customer’s satisfaction on using the product.

After using the product does the customer feel that the product has actually delivered the value
he had perceived, in the other words, does the product satisfy him as he originally expected the
ultimate test in the value delivery process? Marketers use several tools to asses’ customer
satisfaction level. Customer satisfaction index is one such tool. The indictor of customer
satisfaction level. And with the marketers is able to understand value of his offer.

CONSUMER TASTES AND PREFERENCE KEEP FLUCTUATING:

The consumer tastes and preference keep influence we say that a successful business
strategy involves designing products and marketing programmers that incorporate attributes,
which provide value to consumer according to their perception. We also saw factors can firms
carry out their business/market planning effectively. In many industries changing.

CONSUMER ORIENTATION:

An over whelming emphasis on the consumer and his need is the first distinguishing feature
of the marketing concept. The concept enables the firm to look at its business from the point of
consumer orientation

It is the job of the firm to pack its offer in such a way that a given segment of customers
use predictable and uniform yardsticks in estimating the value of the offer. The firm ensures that
in the matter of estimating the cost too, the segment of customers use predictable and uniform
criteria. In fact, the very objective of market segmentation and market getting revolves around
this requirement.

Today customer may want a cheaper version of a given product tomorrow they may
be bothered more about quality or after sales service and the day after they may go and
entertainment products are a few examples. So a perpetual process of customer analysis is
needed to make marketing panning effectible. Changes in customer preferences if left

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unmonitored may send the death knell of a business. At the same time, if properly monitored
they often end up as attractive business opportunities only by keeping track of what the
customer want one can grab the opportunity emerging in the environment. That is why we
attach great importance to consumer analysis as part of environmental survey.

STUDYING BUYER BEHAVIOUR, BASIC TO MARKETING:

What motives the buyer ,what induces him to buy, Why does he buy a specific
brands, why does he buy from a particular shop, why does he shift from one shop to another or
from one brand to another, How does he react to a new product,. Introduced in the market, or a
piece of information addressed to him, What are the stages he travels through, before he makes
the decision to buy, These are questions of perennial interest to the marketing man. This is
because it is around these issues that his marketing strategies and strategies on product and
promotion revolve. In his strategies and plans, he keeps making assumptions regarding how the
buyers would behave and how they would respond to his marketing programmers. Knowledge
of the buyer and his buying motives and buying habits is thus of fundamental importune to the
marketing man.

BUYER BEHAVIOUR
According buyer behaviour to understand the buyer, and to cite a customer out of him.
Through this understanding. Is the purpose of buyer behaviour study? Marketing scholars and
practitioners have sent enormous time and effort on this subject. Though the subject has been
approached and analyzed from different angles and under different angles and under different
presides, it still remains a complex one.

PROBLEM IN STUDYING BUYER BEHAVIOUR:

It needs to be emphasized at the very outset that there is no unified, tested and universally
established theory of buyer behaviour. What we have today are certain ideas on buyer
behaviour. Some of these ideas have taken their cue from economics, others from psychology,
and yet others have drawn simultaneously from several of the social sciences. Professional
researchers as well as business firms have studied the subject extensively, contributing to a
large assortment of knowledge on buyer behaviour. However, a universally accepted theory on

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the subject is yet to emerge it is with this understanding of the limitations of buyer behaviour
studies that have to proceed further.

INFLUENCE OF SOCIAL SCIENCE ON BUYER BEHAVIOUR STUDIES:

All major social science like economics psychology, sociology and anthropology has
influenced buyer behaviour studies. It is essential to have an idea of the mature of this influence.

INFLUENCE OF ECONOMICS:

Economists describe man as a rational buyer and view the market as a collection of
homogeneous buyers. Under a given set of conditions. All buyers behave in a similar fashion
and every buying decision is a logical process with the ultimate intention of obtaining optimum
value for the money spent. Price is regarded as the strongest motivation for the economic man.
The economic man’s behaviour, in short is rational.

Though the model of economic man may help us understand certain aspects of buyer
behaviour, it certainly cannot answer all the puzzles of buyer behaviour. The main problem with
the concept of economic man s the assumption that buyers are absolutely rational in their
purchases and that markets are homogeneous, Markets are actually a collection of hit their
purchases and that markets are homogeneous. Markets are actually a collection of erogenous
buyers differing from each other in several characteristics. The marketing process is intended to
match these heterogeneous segments of demand with heterogeneous segment of supply.

ATTITUDE:

It is the sum total of the individual’s faith and feelings towards a product. As a result of his
awareness and comprehension, the consumer develops an attitude favorable or unfavourable
towards the product. The purchase process will continue only if he develops a favourable
attitude or a liking for the product.

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LEGITIMIZATION:

The buyer must be convinced that the purchase of the product is the course of action. This
stage often stands as a barrier between a favourable attitude towards the product and actual
purchase. The buyers convinced about the correctness of the purchase decision, will he proceed.
At this stage, he may seek further information regarding the product, or attempt to assess the
information already available.

PROBLEM RECOGNITION:
The process of buying normally starts with the recognition of a need by the consumer.
He rezones a problem and develops a perception of the problem. Then be seeks information for
solving his problem.

AWARENESS:
The customer turns to has environment/world of information around him. It makes him
aware of the existence of the product that would solve his problem.

COMPREHENSION:

Comprehension comes out of his ability to reason with the information. The awareness
and comprehension stages represent the information processing stage. These two stages
constitute the constitute field of the purchase process.

TRAIL:

In this trail the conviction leads the consumer to try the product on a small scale he may
buy a sample. He tries to evaluate the product form has own experience.

POST-PURCHASE BEHAVIOUR:

The purchase leads to a specific post-purchase behaviour. Usually, it creates some

restlessness in the mind of the individual, He s not sure about the product. He may feel that the
other brand would have been better. He may even feel that the salesman has taken him for a

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ride. As this dissonance s uncomfortable, the individual by him will seek all means to recover
has conviction and poise. He will seek reassuring advertisements of the products or he may
deliberately avoid possible stories about the competing brand.

DEFINITION OF BUSINESS BUYER:

Business buyer is one who buys goods and services for any or all the following
purposes.

 For making other goods and services

 For reselling
 For use as consumables in the organization

In marketing to business buyers. As against marketing to utilize consumers, the

marketer has to size upon the motives and attributes of the business buyer.
CLASSIFICATION OF BUSINESS BUYERS:

The business buyers can be grouped in different ways. One popular grouping classifies
them as follows.
Buyers in the agriculture sector
 Buyer in the industrial sector
 Buying in the services sector, Resellers
 Buyers in the government sector
 Buyers in non-profit businesses

PURPOSE OF CUSTOMER SATISFACTION:

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A business ideally is continually seeking feedback top improve customer satisfaction.

“Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty”. Customer satisfaction data are among the most the most frequently collected indicators
of market perceptions. Their principal use is twofold:

 “With in organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company’s goods and services”.
 Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers
relationship between customer satisfaction and retention. Studies indicate that the
reifications of satisfaction are most strongly realized at the extremes. On a five-point
scale, individual who rate their satisfaction level as ‘5’ are likely to become return
customers and might even evangelize for the firm.
 Individuals who rate their satisfaction level as ‘1’, by contrast, are unlikely to return.
Further, they can hurt the firm by making negative comments about it to prospective
customers. Willingness to recommend is a key metric relating to customer satisfaction.
 Studies indicate that the reifications of satisfaction are most strongly realized at the
extremes.

BENEFITS OF A CUSTOMER SATISFACTION SURVEY:

Customer satisfaction surveys are becoming more popular more popular in the world of
online business. You may question why these surveys have become so well-liked, but there’s a
very good reason everybody is getting on the survey bandwagon. Customer satisfaction surveys
are such a good way to make the most of your businesses potential and the benefits are never-
ending.
A few of these benefits are:
 IT GIVES YOU AN OPPORTUNITY TO RESOLVED YOUR
CUSTOMERS CONCERNs:

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By using a customer satisfaction survey you can learn exactly what your
customers did not like about your company as well as the product. With that information
you can make adjustments to your business or product that will fix any problems that
have been found.

 GET REALLY GOOD FEEDBACK FROM YOUR CUSTOMERS:

A customer satisfaction survey is a really great and easy way to get feedback
from your consumers. It’s an enormous help to learn about both the positives along with
the negatives from your customers which will help your business become more success
full.

It can create an increase in sales. You’re your providing your customers with the proof
that they would like when you use a customer satisfaction survey. After receiving the
results from the surveys, your customers can look at the reviews on your product as well
as on your company. These reviews let5 your customers know that other people like
them have had a positive experience with your company. It is like you are getting a lot
of recommendations from quite a few bof your customers. If a potential customer can
see this feedback they are more likely to purchase something from your site.
 IMPROVE CUSTOMER SATISFACTION:
When you offer a customer satisfaction survey you can find out if any complaints
your customer might have had about your company or your product. This gives you a
chance to fix the problem for that customer. If you go the extra mile bodying this, the
customer is will be more likely to become a repeat customer.
 LOWER AMOUNT OF PRODUCT RETURNS:
When you find out what the problems are with your company or products by using
a customer satisfaction survey you can fix these problems which will lead to fewer
returns because you are fixing the problems as they arise.
SIX WAYS TO IMPROVE CUSTOMER SATISFACTION:
A business succeeds when its customers are happy. Customer’s satisfaction is an often
overlooked, but extremely important aspect of doing business. Making even a small effort to
better engage, communicate with, and understand your customers will pay great dividends.
Satisfied customers are often repeat customers, and they often provide the most valuable

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promotion of all- social proof and personal recommendations to qualified leads. There are a
number of creative ways to improve your relationship with your customers.
 SURVEYS AND POLLS:
Simply asking your customers directly how they feel with your product or service,
any complaints or suggestions they have, and their overall experiences with your staff
and your company is one of the mostly straight forward ways to engage with your
customers. Surveys and polls can be sent out on a regular basis. You can offer a variety
of incentives and rewards for completing your surveys to increase participation.
Discounts, special offers or small gifts can be offered.
Crafting the right questions and setting up the survey in a user-friendly way will
increase the completion rate. Wording questions just right is also very important to get
the information you are looking for. Sometimes simply changing the wording of a
question will change the way a person responds.
One drawback of surveys and polls that they often attract customers who are very
satisfied, or very unsatisfied. This is good for gaining an understanding of what you are
doing right, and what you are doing wrong. However, the experience of the typical
customer may not be heard.
 INCLUDING UNEXPECTED EXTRAS:
When a customer’s makes a purchase, surprising them with a complimentary extra
product or service that is cheap and easy for you to give can greatly increase their
satisfaction. It demonstrates a number of positive qualities that your organization cares
about the customer’s experience that you’re making an extra effort to impress them, that
you are happy to do business with them and do not just see them as a customer with a
wallet. Even a very small item can add to their experience and perception of your
company.
The downside of extra items is that they may devalue the core product or service over
time. Including too many extras too often may reduce the perceived value of your
products. Customers may increasingly expect more products or lower priories. You
should use caution when including an extra item or gift, for instance as a “think you” in
a first-time customer’s order.

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 COMMUNICATING WITH CUSTOMERS:

Being available to answer questions and give recommendations in a friendly way can
be very powerful. Especially for large pr expensive purchases, most people value a
human relationship with the organization they are purchasing from. Enhancing the
humanity of your organization in general is a valuable exercise that warms people up to
you and reduces the sense that you are just out to make money from them.

Oftentimes themes the most annoying tedious customers the ones who
ask the most questions or the most obvious questions can wind up being lucrative. They
can also help you realize where you can improve your promotional and communication
efforts in general.

There are almost no downsides to communicating with individual customers, as

long as your representatives are friendly, polite, knowledgeable and helpful. If they are
not, they may do more harm than good to customer’s satisfaction.

 POST-PURCHASE ENGAGEMENT:

Your work is not done after you have closed the sale. The post-purchase
relationship with the customer is often neglected, but it can make a real difference in
how the customer sees you. It is the difference between being seen as a company that
values the relationship, even when no sale is imminent, versus one that is eager to push
the customer out the door once the “business” is done.

 PERSONALIZING THE EXPERIENCE:

Creating an experience tailor- made to each customer ensures they receive as

positive an image as possible of your organization. It is not always feasible, but if it is,
you should make an effort to personalize the messaging, the sales process, or the product
itself where cover possible. If is possible to personalize the experience with even a
handful of customers, such as those making the largest purchases, that will benefit you.

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Dealing with each person individually also allows you to fine-tune the presentation of
your product, making sure everything is seen in a positive light.

 FREE STUFF:

Giving away free items has terrific promotional, branding and messaging potential. It
is especially useful if you can be sure the free items are given away to a specific market
segment. Or a group that you have qualified as those with high demand for your
services. Free items can include small gifts, pens, key chains, notepads, mints, snacks or
toys. Naturally, you must make sure the items are free or low cost for you to acquire.
The items, or their packaging, should carry your logo, messaging, website and contact
information, or other promotional material. Giving away free items that are useful or
desired by people reflects well on your company, before the customer has even made
purchase.

Sending a brief thank you message is very easy to do. Many retailers place workers
near the door as customers walk out to thank them and wish them well.

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DATA ANALYSIS & INTERPRETATION

1. Duration of Cultivation

Table 4.1:

S.No Parameters No. Of Respondents % Of Respondents

1 <3 years 7 7

2 >3-5 years 17 17

3 >5-7 years 25 25

4 Above 7years 51 51

Total 100 100

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Graph 4.1:

Duration Of Cultivation

60

50

40

30

20

10

0
<3 years >3-5 years >5-7 years Above 7years

No. Of Respondents

Interpretation:
From the above table it is interpreted that out of 100 respondents 7 members i.e. 7%
of the respondents were cultivating for less than three years, 17 members i.e. 17% of the
respondents were cultivating for 3-5 years, 25 members i.e. 25% of the respondents were
cultivating for 5-7 and 51 members i.e. 51% of the respondents were cultivating for above 7
years.

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2. Time Duration of using Sujala Pipes

Table 4.2:

S.No Parameters No. Of Respondents % Of Respondents

1 <2year 5 5

2 >1to 3 years 22 22

3 >3<5 years 56 56

4 More than 5 years 17 17

Total 100 100

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Graph 4.2:

Time Duration Of Using Sujala Pipes

60

50

40

30

20

10

0
<2year >1to 3 years >3<5 years More than 5 years

No. Of Respondents

Interpretation:
From the above table it is interpreted that out of 100 respondents 5 members i.e. 5%
of the respondents were using Sujala Pipes products for less than 2 year, 22 members i.e.
22% of the respondents were using Sujala Pipes products for more than 1 to 3 years, 56
members i.e. 56% of the respondents were using Sujala Pipes products for more 3 years and
less than 5 years and 17 members i.e. 17% of the respondents were using Sujala Pipes
products for more than 5 years.

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3. Awareness Of About The Company PVC Pipes

Table 4.3:

S.No Parameters No. Of Respondents % Of Respondents

1 Advertising 34 34

2 Distributors 50 50

3 Friends & relatives 10 10

4 Others 6 6

Total 100 100

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Graph 4.3:

Awareness Of About The Company Pipes

60

50

40

30
NO.OF RESPONDENTS

20

10

0
Advertising Distributors Friends & Others
relatives

Interpretation:
From the above table it is interpreted that out of 100 respondents 34 members i.e.
34% of the respondents came to know Sujala Pipes through advertising, 50 members i.e.
50% of the respondents came to know about Sujala Pipes through distributors, 10 members
i.e. 10% of the respondents came to know about Sujala Pipes through friends and relatives
and 6 members i.e. 06% of the respondents came to know about Sujala Pipes through others.

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4. Satisfaction about Company Prices

Table 4.4:

S.No Parameters No. Of Respondents % Of Respondents

1 Highly satisfied 76 76
2 Satisfied 14 14
3 Neutral 10 10
4 Dissatisfied 0 0
Total 100 100

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Graph 4.4:

Satisfaction About Company Prices

No. Of Respondents
80

70

60

50

40
No. Of Respondents

30

20

10

0
Highly satisfied Satisfied Neutral Dissatisfied

Interpretation:
From the above table it is interpreted that out of 100 respondents 76 members i.e.
96% of the respondents were highly satisfied with the Sujala Pipes company’s price and 14
members i.e. 14% of the respondents were satisfied with the Sujala Pipes company’s
price,10 members i.e 10% of the respondents were neutral with the Sujala Pipes company’s
prices,o% members i.e 0% of the respondents were dissatisfied with the Sujala Pipes
company’s prices.

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5. Satisfaction With The Quality Of The Sujala Pipes

Table 4.5:

S.No Parameters No. Of Respondents % Of Respondents

1 Excellent 85 85

2 Good 10 10

3 Average 5 5

4 Poor 0 0

Total 100 100

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Graph 4.5:

Satisfaction With The Quality Of The Sujala Pipes

No. Of Respondents
90

80

70

60

50

40 No. Of Respondents

30

20

10

0
Excellent Good Average Poor

Interpretation:
From the above table it is interpreted that out of 100 respondents 85 members i.e.
85% of the respondents were excellent with the quality of Sujala Pipes and 10 members i.e.
10% of the respondents were good with the quality of Sujala Pipes,5 members i.e. 5% of
the respondents were average with the quality of Sujala Pipes, 0 members i.e. 0% of the
respondents were poor with the quality of Sujala Pipes.

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6. Information Provided By Company About Using Of Sujala Pipes

Table 4.6:

S.No Parameters No. Of Respondents % Of Respondents

1 Yes 95 95

2 No 5 5

Total 100 100

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Graph 4.6:

Information Provided By Company About Using Of Sujala Pipes

Interpretation:
From the above table it is interpreted that out of 100 respondents’ 95 members i.e.
95% of the respondents felt that the company is providing information regarding the use of
Sujala Pipes and 5 members i.e. 5% of the respondents felt that the company is not
providing any information regarding the use of Sujala Pipes.

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7. Relationship With The Dealer

Table 4.7:

S.No Parameters No. Of Respondents % Of Respondents

1 Very good 23 23

2 Good 45 45

3 Average 22 22
4 Poor 10 10

Total 100 100

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Graph 4.7:

Relationship With The Dealer

50

45

40

35

30

25
NO.OF RESPONDENTS
20

15

10

0
Very good Good Average Poor

Interpretation:
From the above table it is interpreted that out of 100 respondents 23 members i.e.
23% of the respondents rated the availability of the Sujala Pipes verygood, 45members i.e.
45% of the respondents rated the availability of the Sujala Pipes good, 22 members i.e. 22%
of the respondents rated the availability of the Sujala Pipes average and 10 members i.e.
10% of the respondents rated the availability of the Sujala Pipes poor.

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8. Availability Of PVC Pipes Of The Company

Table 4.8:

S.No Parameters No. Of Respondents % Of Respondents

1 Highly Effective 15 15

2 Effective 38 38

3 Ineffective 35 35

4 Highly Ineffective 12 12

Total 100 100

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Graph 4.8:

Availability Of PVC Pipes Of The Company

No. Of Respondents
40

35

30

25

20
No. Of Respondents

15

10

0
Highly Effective Effective Ineffective Highly Ineffective

Interpretation:
From the above table it is interpreted that out of 100 respondents 15 members i.e.
15% of the respondents were highly effective with the availability of Sujala Pipes and 38
members i.e. 38% of the respondents were effective with the availability of Sujala Pipes,35
members i.e. 35% of the respondents were ineffective with the availability of Sujala Pipes,
12members i.e. 12% of the respondents were highly ineffective with the availability of
Sujala Pipes.

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9. Reaction Related To The Complaint

Table 4.9

S.No Parameters No. Of Respondents % Of Respondents

1 Quickly respond 45 45

2 Respond 30 30

3 Neutral 20 20

4 Does no respond 5 5

Total 100 100

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Graph 4.9:

Reaction Related To The Complain

50

45

40

35

30

25
NO.OF RESPONDENTS
20

15

10

0
Quickly respond Respond Neutral Does no
respond

Interpretation:
From the above table it is interpreted that out of 100 respondents 45 members i.e.
45% of the respondents rated the company reaction related to the complaint is quickly
respond, 30 members i.e. 30% of the respondents rated the company reaction related to the
complaint is respond, 20 members i.e. 20% of the respondents rated the company reaction
related to the complaint is neutral, 5 members i.e. 5% of the respondents rated the company
reaction related to the complaint is does no respond.

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10. Continue With The Sujala Pipes

Table 4.10:

S.No Parameters No. Of Respondents % Of Respondents

1 Yes 80 80

2 No 14 14

3 No comment 6 6

Total 100 100

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Graph 4.10:

Continue with the Sujala Pipes

No. Of Respondents
90
80
70
60
50
40 No. Of Respondents
30
20
10
0
Yes No No comment

Interpretation:
From the above table it is interpreted that out of 100 respondents 80 members i.e.
80% of the respondents felt that Sujala Pipes Pvt Ltd is maintaining good standards in
production and 14 members i.e. 14% of the respondents felt that Sujala Pipes Pvt Ltd
doesn’t maintain good standards in production. 6 members i.e. 6% of the respondents felt
that Sujala Pipes Pvt Ltd no comment maintain standards in production.

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11. Opinion About Distributor Make You Force To Buy Only The Sujala
Pipes

Table 4.11:

S.No Parameters No. Of Respondents % Of Respondents

1 Regularly 16 16

2 Sometimes 80 80

3 Frequently 4 4

Total 100 100

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Graph 4.11:

Opinion About Distributor Make You Force To Buy Only The Sujala Pipes

No. Of Respondents
90

80

70

60

50

40

30

20

10

0
Regularly Sometimes Frequently

No. Of Respondents

Interpretation:
From the above table it is interpreted that out of 100 respondents 16 members i.e.
16% of the respondents felt that the distributer make you force to buy only the Sujala Pipes,
84 members i.e. 84% of the respondents felt that the distributer make you not force to buy
only the Sujala Pipes, 4 members i.e. 4% of the respondents felt that the distributer make
you no comment force to buy only the Sujala Pipes.

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12. Factors Which Motivate The Using Of Sujala Pipes

Table 4.12:

S.No Parameters No. Of Respondents % Of Respondents

1 Quality 83 83

2 Price 7 7

3 Brand 8 8

4 Others 2 2

Total 100 100

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Graph 4.12:

Factors Which Motivate The Using Of Sujala Pipes

90

80

70

60

50

NO. OF RESPONDENTS
40

30

20

10

0
Quality Price Brand Others

Interpretation:
From the above table it is interpreted that out of 100 respondents 83% of the
respondents using Sujala Pipes on the basis of quality, 8% of the respondents using Sujala
Pipes for brand image, 7% for price and remaining 2% of the respondents using Sujala
Pipes on the others basis.

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13. Which brand of PVC Pipes you always buy?

Table 4.13:

S.No Parameters No. Of Respondents % Of Respondents

1 Sujala Pipes 35 35

2 Nandi Pipes 25 25

Sai Balaji PVC

3 25 25
Pipes
Sujalam PVC
4 15 15
Pipes

Total 100 100

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Graph 4.13:

Which brand of feed you always buy

No. Of Respondents
40

35

30

25

20
No. Of Respondents
15

10

0
Sujala Pipes Nandi Pipes Sai Balaji PVC Sujalam PVC
Pipes Pipes

Interpretation:
From the above table it is interpreted that out of 100 respondents 35% of the
respondents are using only Sujala Pipes products, 25% of the respondents using Nandi
Pipes, 25% of the respondents using Sai Balaji PVC Pipes, 15% of the respondents using
Sujalam PVC Pipes.

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14. Difference Identify By The Respondents After Using Sujala Pipes

Table 4.14:

S.No Parameters No. Of Respondents % Of Respondents

1 More yield 75 75

2 Quality of output 18 18

3 Nothing identified 4 4

4 Other 3 3

Total 100 100

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Graph 4.14:

Difference Identify By The Respondents After Using Sujala Pipes

80

70

60

50

40
NO. OF RESPONDENTS
30

20

10

0
More yield Quality of output Nothing Other
identified

Interpretation:
From the above table it is interpreted that out of 100 respondents most of the
respondents identify the difference that Sujala Pipes are giving more yield compare with the
company feed i.e 75%, 18% of the respondents identify Sujala Pipes giving quality of
output and someone does not identify any difference after using Sujala Pipes products.

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15) If Yes What Suggestion

Table 4.15:

S.No Parameters No. Of Respondents % Of Respondents

1 R&D 33 33

2 Quality 0 0

3 Price 0 0

4 All the above 67 67

Total 100 100

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Graph 4.15:

If Yes What Suggestion

80

70

60

50

40
NO. OF RESPONDENTS

30

20

10

0
R&D Quality Price All the above

Interpretation:
From the above table it is interpreted that out of 100 respondents 33 respondents i.e.
33% felt that the Research and Development has to be improved and 67 respondents i.e.
67% felt that all the above i.e. Research and Development, Quality and Price has to be
improved.

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FINDINGS

 The majority of the dealers deal with Sujala Pipes and Nandi Pipes.

 It was found that Sujala Pipes is the fastest moving brand as given by dealers.

 The large majority of dealers are getting the 10 – 15 % of profit.

 The majority of dealers preferred print media is the best media for advertising.

 The majority of dealers getting more discounts from Sujala Pipes pvt.ltd.

 It was found that farmers are major customers.

 It was found that dealers feel that excellent towards quality of Sujala Pipes.

 It was found that most of the customers are giving first preference to buy Sujala
Pipes.

 Majority of the customers of Sujala Pipes states that the future seed industry would
be good.
 The local vendors having the good market share that is 67%, where as feed having
remaining market share.

 From the consumer points of view who are interviewed, it was founded that there are
some problems regarding quality.

 The feeling about the pricing with respect to the quality is average i.e. 62%.

 The feeling of the consumers about the pricing compared to competitor’s price is same.

 It was found that Most of the consumers know about the Sujala Pipes products through
friends and through advertisements o hoardings and walls.

 Market share of the Sujala Pipes brand is high when compared with other products.

 Most of the consumers prefer availability and freshness in preference of the Sujala Pipes
purchasing.

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SUGGESTIONS
 The company has to give priority to satisfy the customer’s requirements
continuously.

 The company has to provide information about the changes and other information to
the customers.

 Company has to distribute according to the demand of the product in the market.

 Company has to put some attractive offers to attract dealers and customers.

 Credit period must be expanded and give consideration to the customers.

 It is necessary to avoid high stock to remove under sale pricing.

 To asses the improvement and services by external parameters of customer

satisfaction level and services by external agencies on regular period.

 Marketing officials are paying more attention on big distributors/dealers only. They
should realize that cost of acquiring new customer is four times more than retaining
the existing customers.

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CONCLUSION

It is very essential and important activity for the company to maintain Quality
according to the standards. Company has to satisfy as well as consumers by offering Quality
products to the users. Company has to participate in social activities by taking the support of
the government to save the society in better way.

From project conclude that promotion of any service can be successfully executed by
creating awareness through mouth & by maintaining the service according to advertising &
sales promotional activities. The company not concentrating on other types of advertising
media.

So company needs to improve the lacks and going followed to achieve the goals of the
company.

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QUESTIONNAIRE
Name:

Address:

Mobileno:

Cultivation Land:

1. From how many years you have been cultivating?

a) <2 years b) 3 to 5 years

c) 5-7 years d) above 7 years

2. From how many years you have been using Sujala Pipes products?

a) <2 year b) 1 to 3 years

c) >3<5 years d) More than 5 years

3. How do you know about the company feeds?

a) Through advertising b) Through others

c) Through distributors d) through any other way

4. Are you satisfied with the company’s prices?

a) Highly satisfied b) Satisfied

c) Neutral d) Dissatisfied

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5. Are you satisfied with the quality of the feeds?

a) Excellent b) Good

c) Average d) Poor

6. Is the company giving any information related to the using of feeds?

a) Yes b) No

7. How was the relationship with dealer?

a) Very good b) Good

c) Average d) Poor

8. Are you satisfied with the availability of feeds of the company?

a) Highly Effective b) Effective

c) Ineffective d) Highly Ineffective

9. What was company’s reaction related to the complaint?

a) Quickly respond b) Respond

c) Does not respond d) through any other

10. Do you continue which the company feeds?

a) Yes b) No c) No comment

11. Is the distributor make you force to buy only the Sujala Pipes?

a) Regularly b) Sometimes c) Frequently

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12. On what basis you are using the Sujala Pipes?

a) Quality b) Price

c) Brand d) Other

13. Which brand of feeds always you buy?

a) Sujala Pipes b) Nandi Pipes

c) Sai Balaji PVC Pipes d) Sujalam PVC Pipes

14. After using the Sujala Pipes what was the difference you identified?

a) More yield b) Quality of output

c) Nothing identified d) other

15) If yes, what you suggest?

a) R&D b) Quality

c) Price d) All the above

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BIBILOGRAPHY

Marketing Management: Philip Kotler

Marketing Management: Ramaswamy&Ramakumary

Marketing Management: G.S.Beri

Research Methodology: C.R.Kothari

Websites:

www.sujalapipes.com

www.agriindustry.com

www.ibef.org

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