Customer satisfaction survey

of (company name)
Transformers

INDIAN INSTITUE OF SOCIAL WELFARE

AND BUSINESS MANAGEMENT
(CALCUTTA UNIVERSITY)

Prepared By :
Name : s..... s.....
University Roll No. : .................
University reg no. : .............
Course : M.B.A. (E)
Semester : FOURTH
Session : 2015-2017
Contents

List of Figures 02
List of Tables 03
Acknowledgements 04
1 Introduction and Overview
1.1 Company Information 05
1.2 Our Business Divisions 06
Product Details 08
1.3 Worldwide Overlook 09

2 Research Area 11

3 Data Collection Procedure

3.1 The Sampling Design Process 12
3.2 Define Target Population 12
3.3 Determination of Sampling Frame 13
3.4 Sampling Technique 14
3.5 Determination of Sample Size 14

4 Selection and Interpretation of Variables 15

5 Sample Questionnaire 17

6 Research Hypothesis 20

7 Analysis and Output Interpretation

7.1 Study among the Pre-Sale Process 21
7.2 Study among the Post Sale Information 25
7.3 Study among the Buying Reason Variables 27
7.4 Findings about Company Awareness 31
7.5 Study among Post Sale Satisfaction Level 34
7.6 Study about the Future Prospect of the company 38

8 Conclusion 39

9 Future Research Area 41

10 References 42

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 List of Figures:

 Figure 1.1 : Percentage of Customers Worldwide 09

 Figure 1.2 : Quantity of Transformer Area Wise 09
 Figure 1.3 : Various Types of Transformer Area Wise 10
 Figure 1.4 : Quantity of Transformer Application wise 10
 Figure 3.1 : The Sampling Design Process 12
 Figure 3.2 : Worldwide Population 12
 Figure 3.3.1 : Target Population Application wise 13
 Figure 3.3.2 : Target Population Region Wise 13
 Figure 3.4 : Collected Samples Region Wise 14
 Figure 7.3 : Representation of Responses based on the study variables for
"Reason of Buying" 27

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 List of Tables:

 Table 3.1:Target Population 13

 Table 3.2:Sample Size 14
 Table 7.1.1:Descriptive Statistics of the variables related to the “Pre-sale process” 21
 Table 7.1.2.1:Frequency Table of Presale Information 21
 Table 7.1.2.2:Frequency Table of Brochure/Data Sheet 22
 Table 7.1.2.3:Frequency Table of Quoting Time 22
 Table 7.1.2.4:Frequency Table of Understanding of Requirements 22
 Table 7.1.2.5:Frequency Table of Future Anticipation 22
 Table 7.1.3.1:Cross-Tabulation Pre-sale Information Vs Application 23
 Table 7.1.3.2:Cross-Tabulation Brochure/Data Sheet Vs Application 23
 Table 7.1.3.3:Cross-Tabulation Quoting Time Vs Application 23
 Table 7.1.3.4:Cross-Tabulation Understanding of Requirement Vs Application 24
 Table 7.1.3.5:Cross-Tabulation Future Anticipation Vs Application 24
 Table 7.2.1:Descriptive Statistics of Post-sales information 25
 Table 7.2.2:Satisfaction level of Each Category in terms of post-sales variables 25
 Table 7.2.3:One-Sample T-test result 26
 Table 7.3.1:KMO and Barlette’s Test result 28
 Table 7.3.2:Total Explained variance 28
 Table 7.3.3:Rotated Component Matrix 28
 Table 7.3.4:Descriptive Statistics of Brand in terms of different Applications 29
 Table 7.3.5:ANOVA Table 29
 Table 7.3.6:Descriptive Statistics of Quality in terms of different Applications 30
 Table 7.3.7:ANOVA Table 30
 Table 7.4.1:Sources of Awareness 31
 Table 7.5.1:Paired Sample Statistics of Pre-sale anticipated & Post-sale actual Quality 34
 Table 7.5.2:Cross-Tabulation of Pre-sale anticipated & Post-sale actual Quality 34
 Table 7.5.3:Correlations between Pre-sale anticipated & post-sale actual Quality 34
 Table 7.5.4:Paired Sample Test of Pre-sale anticipated & post-sale actual Quality 35
 Table 7.5.5:Paired Sample Statistics of Pre-sale anticipated & Post-sale actual Service 36
 Table 7.5.6: Cross-Tabulation of Pre-sale anticipated & Post-sale actual Service 36
 Table 7.5.7: Correlations between Pre-sale anticipated & post-sale actual Service 36
 Table 7.5.8: Paired Sample Test of Pre-sale anticipated & post-sale actual Service 36
 Table 7.6.1: Comparison with the Competitors 38
 Table 7.6.2: Future Buying Prospects 38
 Table 7.6.3: Referral Prospects 38

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Acknowledgements

I am using this opportunity to express my gratitude to everyone who supported me

throughout the course of this MBA project. I am thankful for their aspiring guidance,
invaluably constructive criticism and friendly advice during the project work. I am
sincerely grateful to them for sharing their truthful and illuminating views on a number
of issues related to the project.

I would also like to thank my project internal guide Mr. Chinmoy Jana (IISWBM),
Mr. Sanjoy Das (IISWBM) for guiding me in every phase of the project towards
completion.

I express my warm thanks to Mr. Sanjib Mitra (Vice President-Transformer Marketing),

Mr. Bipin Tivari (Asst Manager Sales & Marketing-Delhi & NCR), Mr. Chetan Yenuganti
(Asst Manager Sales & Marketing-South India) and Ms. Dipika Patra (Research Scholar,
Department of Statistics, WBSU & Faculty of the Department of Statistics, S.A.Jaipuria
College ) for their support and guidance at (company name) India Ltd.

I would also like to thank (company name) Customers for providing their valuable
feedback and all the people who provided me with the facilities being required and
conductive conditions for my MBA project.

Thanking you,

Regards,
Sourav Saharoy.

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1 Introduction and Overview

1.1 Company Information

(company name) (India) Ltd. Has been engineering metal melting industry since 1983. In
(company name) from inception, R&D has been our core competency with a common focus on
developing and adopting technologies to customize customer needs making it a key driver in our
Multi-Divisional growth story. (company name) is the only Indian company with indigenously
developed world class technologies of global scale. Our team focused with a Customer First
attitude believes technology should be right-sized, with the process designed to minimize waste
and selected to enhance product performance with an embedded attitude of customizing
engineering and metallurgical solutions to customers that made (company name) grow into one
of the market leaders in the metal melting industries in India and globally. (company name)
today is a Multi-divisional ISO 9001:2008 certified global Company holding a 2,500,000 kW
market share in the metal melting industry globally. (company name) is a research driven
company with an appreciating asset in intellectual capital its primary source of our multi-
divisional growth story. The company has developed robust processes with inbuilt learning and
continuous improvements in every job performed. This develops effective product lifecycle
management and is the foundation of our product innovations to ensure our customers achieve
their top line growth. Engineering innovations for the global metal melting industry has been
possible due to our focused 2,607 employees with a State-of-the-art manufacturing facilities and
R&D centre manufactures a wide spectrum of products for the metal melting industry and
electric vehicles & are manufactured in four different divisions of the company. Our products
continually undergone research and development leading to innovations of global scale to suit
the changing global environment or the customer requirements. The Customer Focus of each
division in manufacturing is in tandem with the R&D to ensure our customers achieve their
objectives for top line growth.

The major critical customized parts are manufactured in house under stringent quality control
management and the finished products tested to withstand laid out quality parameters with Just-
In-Time delivery management principle to prevent customer installation & operational cost
overruns make achieving deadlines a reality. The real responsibility at (company name) is to care
for your installed equipment’s work with a zero down time objective. This principle of servicing
our customers any time anywhere has made us a truly global company. We cater to the domestic
market while exports form major component of our turnover. We service the global markets
around the world with specific focus upon Middle East, Turkey, Pakistan, Bangladesh & Africa
while catering to 31 countries around the world. (company name) commands more than 50%
market share in induction melting equipment’s used by the engineering and automotive industry
in India. (company name) is a truly global company taking social responsibility in its stride as 'No
engines means no pollution' says Mr. Mukesh Bhandari, Chairman & Chief Technology Officer,
(company name) (India) Ltd. A socially responsible Corporate Professional, who dreams to
electrify the automotive and power sector-major polluters of the environment. (company name)
has taken the first step in committing to making a pollution free world by introducing the YObyke
electric scooters and setting up the wind farms and solar power plants and is also working upon
to introduce electric three wheelers and hybrid bus.

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1.2 Our Business

 Engineering & Project Division - www.(company name)enp.com

The Engineering & Projects (E&P) division of (company name) is a leading designer and
manufacturer of Induction Melting Furnaces, Electric Arc Furnaces, Metal Refining Converters
(AOD), (company name) Refining Furnaces (patented for design & process), High Speed
Continuous Casting Machine, Power Distribution and Furnace Transformers and other
equipment for Steel Plants, Foundries, Induction Heating and Hardening equipment for Heat
Treatment. The E&P division is a customer centric organization delivering total solutions. It is
particularly renowned for providing end-to-end solutions for steel melt shops from iron ore to
long product, supplying sturdy and highly efficient plant and machinery and rendering
outstanding pre and post sales services to its customers around the world. Due to high level
expertise and vast experience, (company name) (E&P) is the most preferred mini steel plant
maker up to 1 million ton per year capacity through various alternative routes. Moreover,
(company name) (E&P) is the only Indian company having CE marking for its Induction Furnaces
LRF and MRK, certified by UL Laboratories, USA.

 Steel Division - www.(company name)steel.com

(company name) Steel has been a part of (company name) (India) Ltd for more than a decade.
Since its commencement in 2004, it has been producing quality steel products from its
manufacturing unit in Kutch, Gujarat. ET TMT BARS has emerged as the most preferred & Leading
TMT brand in Gujarat and commands a premium.

The company believes in solid infrastructure and is committed to offering the best TMT Bars
Brands in India. While there are umpteen TMT Bars manufacturers in the country, (company
name) Steel has distinguished itself by offering the very best of products.
(company name) Steel has emerged as one of the most popular companies acclaimed for its role
in the development of Modern India.

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 Electric Vehicle Division - yobykes.in

Over the past few years, our lifestyle has evolved a lot. Like all other basic necessities, having a
vehicle has also become a necessity than a novelty. But seeing the drastic rise in fuel prices and
worsening air quality across many cities in India, it is must that we use electric bikes in India. As
automobile exhaust is the major cause of severe air pollution, it’s indeed required to opt for
electric two-wheelers.

YObykes was the first brand to introduce battery-operated electric scooters in India. We have a
green range of no-petrol no-pollution two-wheelers that are economical, eco-friendly, safe and
convenient. Exhibiting a lot of perks, these electric two-wheelers are best-suited to all age groups.
Designed, developed and manufactured in India, our electric two-wheelers are available at best
prices.

 Transformer Division - www.(company name)transformer.com

Customer-focused approach for engineering innovation has been core of our business principle.
Having deep understanding of furnace characteristics and steel plant operations, we are
committed to make equipment’s that meet the special needs of the industry. ET can create a
superior value and customer delight with its Transformers as it will …

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  Reduce production loss to customers
 Low loss Transformers which results in to substantial saving on electricity consumption
to the customer end
 Offer early delivery of complete package
 Reduce project cost and logistic cost to customers
 Give an access to wide spread service network of ET resulting into faster service and easy
availability of spares
 Ease in managing accounts and other formalities

We are following the best contemporary practices and quality standards to make highly efficient
transformers which will be well supported by our strong after sales services.

 Product Details :

 Induction Furnace Transformer

Up to 30 MVA 52 KV Class
Suitable for 6 pulse/12 pulse/18 pulse/24 pulse
converters for AC & DC Loads

 Laddle Refining / ARC Furnace Transformer

Up to 35 MVA 33 KV Class
With OLTC/OCTC
Buck-Booster Application

 Power Transformer
Up to 50 MVA 132 KV
With OLTC/OCTC
Condenser Bushing
Station Transformer, Generator Transformer

 Converter Transformer
Up to 30 MVA 52 KV Class

 Inverter Transformer
Up to 5 MVA 33 KV
3 Winding / 5 Winding
OLTC/OCTC

 Distribution Transformer
Up to 2.5MVA 33kV Class
With OLTC/OCTC

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  Booster Transformer
Up to 25 MVA 33 KV
OLTC

 Product Standards :
 IS 2026 / 1977 Part 1 to 5 Power Transformers
 IS 1885 / 1977 Part 38 Electrical Vocabulary
 IS 1180 for Distribution Transformers
 IS 12977 / 1970 Arc Furnace Transformers
 IS 5553 / 1990 Part 1 to 8 Reactors
 IEC 60076 Part 1-5 and 11 for Power Transformer
1.3 Worldwide Overlook

Southern India
9%

Northern India Western India

13% 35%

Eastern India
22%
Abroad
21%

Percentage of Customers Worldwide

Figure: 1.1

The above diagram shows that the worldwide customer details in terms of percentage. Divided
into two part Domestic (79%) & Abroad (21%). In the domestic part Western India is occupying
the majority of (company name) customers with 35% followed by Eastern with 22% & Northern
with 13%. Whereas South India is somewhere lagging in terms of number of customers.

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 Southern India
14%
Western India
Northern India 42%
14%

Eastern India Abroad

16% 14%

Quantity of Transformer Area Wise

Figure: 1.2

The above diagram shows that the 42% customers are located in Western India as the majority,
other three region of domestic market is in the range of 14% to 16% in terms of quantity. And the
abroad market is 14% of the total quantity.

160

140

120

100

80

60

40

20

0
Abroad Eastern India Northern India Southern India Western India

Booster Converter Distribution Furnace Inverter LRF / Arc Power Rectifier

Various Types of Transformer Area Wise

Figure: 1.3

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 Furnace Inverter
21% 44%
Distribution
18%

LRF / Arc
3%
Converter
8% Power
Booster Rectifier 4%
1% 1%
Quantity of Transformer Application Wise
Figure: 1.4

The above diagram shows that 44% of the total transformers manufactured by (company name)
is Inverter Duty. That means (company name) is having a remarkable concentration in this
particular application. (company name) has also manufactured Furnace Transformers 21% &
Distribution Transformers 18% of the total transformers manufactured till date. But (company
name) need to put some more effort for the applications such as LRF/Arc, Rectifier, Power, and
Booster, so that we can introduce new customer as well as they will be able to create more
expertise on the mentioned applications.

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2 Research Area

 To identify the section needs more attention to grow the confidence level up about the
organization and the factor to justify the statement.

 To find whether our customers are actually unsatisfied or satisfied with their service based on
our Specifications, Delivery Commitment, and Site Appearance of the material.

 To investigate the relationships among the responsible study variable for buying (company
name) equipment.

 To check whether there is any difference in brand awareness for all the applications.

 To check whether there is any difference in quality for all of the applications.

 To find the more effective source of creating brand awareness. And the weaker area where we
need to focus.

 To investigate the differences among pre-sale buying feedback & post sale buying feedback.

 Customers’ view compare to our competitive product in the market.

 Customers’ willingness to buy (company name) product in future.

 Customer’s Willingness to recommend (company name) to other prospect buyers.

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3 Data Collection Procedure

3.1 The Sampling Design Process:

The sampling design process includes five sequential steps. These steps are closely interrelated &
relevant to all aspects of the marketing research, from problem definition to the presentation of
the results. Therefore, sample design decisions should be integrated with all other decisions in a
research project.

Define the Determination Select a Determine Execute

Target of Sampling Sampling the the
population Frame Technique Sample Sampling
Size Process
Figure 3.1: The Sampling Design Process

3.2 Define the Target Population:

Sampling design begins by specifying the target population. The target population is the collection
of elements or objects that possess the information sought by the researcher and about which
inferences are to be made.

Here in our study we are interested to investigate the Customer Feedback of (company name)
India Ltd, in terms of various variables related to pre-sales & post-sales behaviour. Below figure
shows the worldwide population in terms of number of customers with various ratings of
Transformer. Here we can see there is 270 customer are from India (Domestic) & the rest 71
customer are located outside India (Export). As we are unable to get feedback from the Export
part we concentrate our study on the domestic part, which is 79.18% of the Total number of
customers worldwide.

Domestic
79.18% Export
20.82%

Worldwide Population
Figure 3.2

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3.3 Determination of Sampling Frame:

A sampling frame is a representation of the elements of the Target Population. Here in our study
we concentrate the overall analysis on Domestic part with 270 Customer due to the unavailability
of Export customer data or feedback.

Table 3.1: TARGET POPULATION

LRF Grand
Region Booster Converter Distribution Furnace Inverter /Arc Power Rectifier Total
East 0 7 37 15 4 12 1 1 77
North 2 2 13 16 6 2 2 1 44
South 0 5 6 8 9 1 0 0 29
West 5 18 44 23 16 0 13 1 120
Grand
7 35 100 59 35 15 16 3 270
Total

Furnace
Distribution
22%
37%

Inverter
13%

Converter LRF /Arc

13% Power 5%
6%

Booster
3%
Rectifier
1%
Target Population Application Wise
Figure: 3.3.1

120
100
80
60
40
20 77 44 120
29
0
Eastern India Northern Southern Western India
India India
TARGET POPULATION REGION WISE
Figure 3.3.2

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3.4 Sampling Technique:

Selecting a sampling technique involves several decisions of a broader nature. A selection method
in which the elements are selected sequentially is called Bayesian Approach. The Bayesian
approach explicitly incorporates prior information about population parameters as well as the
costs and probabilities associated with making wrong decisions. There are two different approach
i) Sampling with replacement, ii) Sampling without replacement.

Here in our study we follow a Quota sampling technique without replacement.

Quota sampling may be viewed as two-stage restricted judgemental sampling. The first stage
consists of developing control categories, or quotas, of population elements. To develop these
quotas, the researcher lists relevant control characteristics and determines the distribution of
these characteristics in the target population. In other words, the quotas ensure that the
composition of the sample is the same as the composition of the population with respect to the
characteristics of interest. In the second stage, sample elements are selected are based on
convenience or judgement. Once the quotas have been assigned, there is considerable freedom in
selecting the elements to be included in the sample.

Here in our study we have approached the total target population to gather the feedback. Here the
overall domestic population is partitioned into four strata in terms of Region, i.e. North India, East
India, South India, and West India. Also there is a consideration in terms of application. The
sample is collected from different strata considering the percentage of population applications
wise.

3.5 Determination of Sample Size:

We have approached the total target population to gather the feedback and received 77 responses
of different application customer. Therefore the respondents are partitioned into four different
parts considering the region.

Table 3.2:Sample Size

Region Booster Converter Distribution Furnace Inverter LRF / Arc Power Grand Total
East 0 2 12 5 4 4 0 27
North 1 1 4 5 2 1 1 15
South 0 2 2 3 6 0 1 14
West 2 3 4 3 5 0 4 21
Grand
3 8 22 16 17 5 6 77
Total

30
25
20
15
10
27 21
15 14
5
0
Eastern India Northern India Southern India Western India
COLLECTED SAMPLES REGION WISE

Figure 3.4

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4 Selection and Interpretations of Variables
 Pre-sale process: The pre-sale process is the process starting from identifying a prospected
buyer, approach the particular customer to close a sales deal. It consists of various
parameters to influence a prospected buyer to become a customer. Those parameters are as
follows –
1. Pre-Sales Information: This is the information provide to any particular prospected
buyer about the company to build a positive image & confidence about the organization &
products. The pre-sales information may consist of Introduction Letter, Company Profile,
Turnover details, Manufacturing facility & equipment, Performance certificates obtained
from the existing customers etc. These information help to build a positive image about
the company in the mind of the customer.

2. Brochure/Data Sheet: It provide the necessary information about the product & services
(company name) offers. A brochure contains details information about the capacity of
products (company name) manufactures, a brief profile of the Clientele etc. These
information build confidence about the product in the mind of the customer.

3. Quoting Time: Whenever a particular requirements comes from the customer end, it
requires some time to analyse the enquiry, to understand the exact requirement, to
prepare a bid & to submit the bid to the customer. This time may vary case to case to basis
depending upon the complexity of the requirement. If the response is prompt &
satisfactory to the customer, we can have a positive impact.

4. Understanding of requirement: An (company name) Sales person requires

understanding the customer requirement properly in terms of Specifications, Site
Condition etc. This is very critical criteria, overall performance of the job depends upon
the clear understanding of the requirement.

5. Future Anticipation: A particular job is to be executed keeping customer future

requirements and expansion in mind. This plays an important role to build confidence
about the company and to influence the buyer.

 Post-sales Data/Information: A post sales information means the different stages starting
from taking an order, manufacturing & delivering the products to customer’s site. The
satisfaction of customer depends on the following parameter –
1. Drawings & Specifications: There are some specific drawings & specification which
needs to be submitted to the customer for their reference. The drawings & specifications
should comply the exact requirement of the customer.

2. Delivery Time: This is also called as the manufacturing time required manufacturing the
transformers as per the drawings & specification. It should be maintained as the agreed
time limits while the ordering stage.

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 3. Appearance of the material at the time of reaching site: The appearance of material
reaching site in influenced by the packing quality of the material, the transit situation of
the material etc.
 Buying Reason: Some particular parameters are considered to analyse the reason for buying,
which have majorly influenced towards buying of (company name) Transformer.
1. Quality: It is anticipated quality of the (company name) make Transformers, which is
developed by the sales person. Quality is one of the most important criteria for any
particular product. We can analyse is there any effect of pre-sales information over the
anticipated Quality of the material.

2. Service: Service is another important criteria for Electrical Durable products like
Transformers. This is also anticipated factor before buying the product. We can analyse is
there any effect of pre-sales information over the anticipated Service factor.

3. Project Capabilities: A customer can anticipate the particular factor depending upon pre-
sales information provided by the Sales person, while approaching the prospected buyer.
We can analyse is there any effect of pre-sales information over the anticipated project
capabilities.

4. Brand: It shows the level of Brand Awareness of (company name) Transformers in the
mind of the Customer. This may differ application wise as the market presence may not be
same for all the different applications of the Transformers. We will analyse the same in
our study.

5. Price: A buyer can be very much price sensitive. We need to convince them about the
price showing the Technical Features, Quality and Service support for the product.

6. Relationship: The relationship between the Customer & the sales person is analysed to
understand the buying behaviour of the customer, to analyse the future business
prospects as repeat orders or for any other requirements.

 Parameters of Equipment after Installation: After installation of a Transformer, there are

some particular parameters which influence a customer to be a Happy Customer. Those are as
follows…
1. Quality of Equipment: Quality of Equipment is one the most important parameter to
judge the overall performance of the Transformer. Also we can analyse whether there is
any relationship between the previously anticipated quality & actual quality.

2. Erection & commissioning of Equipment: Erection & Commissioning of the

Transformer influence the overall performance of the Transformer.

3. Efficiency: Efficiency is another important factor for the Electrical Durable product. It
influences the overall performance of the Transformer.

4. Service Support: Service Support is very important for Electrical equipment like
Transformer as it requires emergency support & maintenance. We can analyse whether
there is any relationship between the previously anticipated quality & actual quality. Also

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 we can analyse whether there is any influence of service support to generate future
orders.

5. Overall Performance: It implies that the overall satisfaction related to the product.

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5 Sample Questionnaire:

CUSTOMER FEEDBACK FORM

(Transformer Division)

Dear Customer,

At the outset, we wish to reaffirm that your patronage to (company name) (India) Limited
has been extremely important to us and would like to thank you for giving us the
opportunity to serve you. As part of our continuous improvement objective, it is important
for us to receive your regular feedback. Please help us to serve you better by taking few
minutes to tell us about the services that you have received so far. We appreciate your
business and want to make sure that we meet your expectations.

a. Name of the Company: Rajmahal Coal Mining Ltd.

b. Address: Gudia Guest House, Near Township Admin Building, Godda, Jharkhand.
c. City:
d. Country:
e. Contact details:
Contact person: Partha Sarathi Maiti Mobile number: 9088107481
Email: parthasarathi.maiti@adityabirla.com Fax:
f. Transformer Rating: 1600 KVA 6.6/0.433 KV
g. Quantity: 01

*Please make circle on the appropriate number/tick on appropriate box.

Warm Best Regards,

Authorised Signatory
(company name) (India) Limited

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1. During the Pre-sale process there were several times you might have interacted with our
sales and marketing personnel, would have been provided brochures / data sheets/ details,
and would have visited our website when looking for information.
(Please indicate your view on the statement 1-Highly Unsatisfied to 5-Highly Satisfied)

a. Please rate your satisfaction with the pre-sales information provided to you by our
personnel.

1 2 3 4 5

b. Please rate your satisfaction with the information found in our brochures / data sheets/
details and on our website.

1 2 3 4 5

c. Was the offer submitted to you within your expected time?

1 2 3 4 5

d. Do you think our executive understood your exact requirement and provided complete
solutions for your proposed project?

1 2 3 4 5

e. Do you think, (company name) develops equipment in anticipation of your future

requirements?

1 2 3 4 5

2. Please rate us on the post-sales data/details/information provided to you

(Please indicate your view on the statement 1-Unsatisfied to 3-Satisfied)

a. In terms of drawings, specifications etc.

1 2 3

b. delivery performance with respect to contractual delivery schedule

1 2 3

c. When you received the equipment at your site, did the apparent quality, appearance and
aesthetics of the equipment were meeting your expectations?

1 2 3

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3. What were the main reasons for your buying the equipment / plant & machinery?
(Please indicate your view on the statement 1-Very Bad to 5-Very Good)

Quality 1 2 3 4 5
Service 1 2 3 4 5
Project Capabilities 1 2 3 4 5
Brand 1 2 3 4 5
Price 1 2 3 4 5
Relationship 1 2 3 4 5

4. How do you know about (company name) as a manufacturer of Transformer?

Internet Print Media Referral Company Employee Other

5. How satisfied are you with regards to the following parameters of the equipment?
(Please indicate your view on the statement 1-Very Bad to 5-Very Good)

Quality of Equipment 1 2 3 4 5
Erection & Commissioning of Equipment 1 2 3 4 5
Efficiency 1 2 3 4 5
Service Support 1 2 3 4 5
Overall Performance 1 2 3 4 5

6. Future Prospects

a. Compared to the other competitive products available, would you say that our
equipment / plant & machinery is:

Much worse Somewhat worse About the same Somewhat better Much better

b. In case you intend to buy another equipment/ plant & machinery, would you like to buy
from us again?

Definitely NO Probably NO May or May NOT Probably YES Definitely YES

c. Would you recommend “(company name)” to other prospective buyers:

Definitely NO Probably NO May or May NOT Probably YES Definitely YES

Name and signature with seal Partha Sarathi Maiti

Date: 13.12.2016

We thank you once again for the time spared by you for providing us with your valuable feedback
which will help us improve continuously.

Thanking you,

(company name) (India) Limited

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6 Research Hypothesis

 Are (company name) customers actually unsatisfied or satisfied with the products or services
offered to them based on our Delivery Performance, Appearance, specifications etc.

 To investigate the relationships among the responsible study variable which are responsible
for buying our equipment.

 To check the existence of differences of rating our brand among all of the applications.

 To check the existence of differences of rating our quality among all of the applications.

 To figure out the most important and least important sources of the company.

 To investigate the differences among pre-sale buying feedback & post sale buying feedback.

 How the overall performance is influenced by the other independent variables.

 Whether the (company name) products are better than competitors or not.

 Maximum of (company name) customers are loyal and will buy products from (company
name).

 (company name) can use maximum of the existing customer as referral to influence new
buyers.

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7 Analysis And Output Interpretations:

7.1 Study Among The Pre-Sales Process

The descriptive statistics of the variables related to the “Pre-Sale Process” are reported in Table
7.1.1 Respondents used a 5 point likert scale ( 1=”highly unsatisfied” to 5 =”highly satisfied”) to
indicate their level of satisfaction with the research variable. The mean values are more than 3.5
with negative Skewness implied that most values are concentrated on right of the mean with
extreme values to the left i.e. majority satisfied regarding the research statement. Kurtosis < 3
means Platykurtic distribution of the corresponding variable, flatter than a normal distribution
with a wider peak.

Table 7.1.1: Descriptive Statistics

Presale Brochure/ Quoting Understanding of Future
Information Data Sheet Time Requirement Anticipation
Mean 3.95 3.90 4.16 4.04 3.56
Median 4.00 4.00 4.00 4.00 3.00
Variance .445 .489 .633 .722 .697
Skewness .058 .145 -.772 -.339 .158
Kurtosis -.694 -.913 .318 -.913 -.570
Range 2 2 3 3 3
Minimum 3 3 2 2 2
Maximum 5 5 5 5 5

From the Table 7.1.1 we can see that the mean lies Between 3.5 to 4. Median is 4 for all the
variables except the future anticipation .Variance is maximum in case of understanding
requirement.

In each section of the Table 7.1.2 it is shown as the satisfaction level percentage wise.

Table 7.1.2.1 : Presale Information

Frequency Percent Cumulative Percent
Neutral 19 24.7 24.7
Satisfied 43 55.8 80.5
Highly Satisfied 15 19.5 100.0
Total 77 100.0

From the above Table 7.1.2.1 we can find out that the 75.3% (company name) Customers are
satisfied about the presale information provided to them in terms of Company Profile, Turnover
details etc.

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 Table 7.1.2.2 : Brochure / Data Sheet
Frequency Percent Cumulative Percent
Neutral 23 29.9 29.9
Satisfied 39 50.6 80.5
Highly Satisfied 15 19.5 100.0
Total 77 100.0

From the above Table 7.1.2.2 we can find out that the 70.1% (company name) Customers are
lies in the satisfied & highly satisfied section about the Transformer Brochure or catalogue &
other technical data sheet provided to them.

Table 7.1.2.3 : Quoting Time

Frequency Percent Cumulative Percent
Unsatisfied 3 3.9 3.9
Neutral 10 13.0 16.9
Satisfied 36 46.8 63.6
Highly Satisfied 28 36.4 100.0
Total 77 100.0

From the above Table 7.1.2.3 we can comment that (company name) manages to satisfy 86.2%
of their customers by giving a prompt response after receiving a particular enquiry.

Table 7.1.2.4 : Understanding of Requirement

Frequency Percent Cumulative Percent
Unsatisfied 2 2.6 2.6
Neutral 20 26.0 28.6
Satisfied 28 36.4 64.9
Highly Satisfied 27 35.1 100.0
Total 77 100.0

From the above Table 7.1.2.4 we can see that (company name) manages to satisfy 71.5% of its
customer’s terms of Understanding of Requirement.

Table 7.1.2.5 : Future Anticipation

Frequency Percent Cumulative Percent
Unsatisfied 6 7.8 7.8
Neutral 33 42.9 50.6
Satisfied 27 35.1 85.7
Highly Satisfied 11 14.3 100.0
Total 77 100.0

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From the above Table 7.1.2.5 we see that only 49.4% of (company name) Customers are
satisfied in terms of Future Anticipation.
The Table 7.1.2.1 shows that most of our respondents are confident with the pre-sales
information provide to them, such as the Turnover details, manufacturing equipment’s, Test
Facilities etc. In the below Table 7.1.3.1 we have observed the same conclusion application wise.
The satisfaction level of customers in terms of Pre-sales information doesn’t vary application
wise.

Table 7.1.3.1 : Presale Information Vs Application Cross Tabulation

Presale Application Total
Information Booster Converter Distribution Furnace Inverter LRF / Arc Power
Neutral 2 3 5 3 2 3 1 19
Satisfied 1 5 9 11 13 0 4 43
Highly Satisfied 0 0 8 2 2 2 1 15
Total 3 8 22 16 17 5 6 77

The Table 7.1.2.2 shows that most of our respondents are confident with the Brochures,
Technical Data sheet provided to them. In that following Table 7.1.3.2 we have observed that the
satisfaction level varies with application, like satisfaction level is less for the Converter & Power
transformer.
Table 7.1.3.2 : Brochure / Data Sheet Vs Application Cross Tabulation
Brochure / Application Total
Data Sheet Booster Converter Distribution Furnace Inverter LRF / Arc Power
Neutral 1 4 5 5 5 0 3 23
Satisfied 2 4 11 10 6 3 3 39
Highly
0 0 6 1 6 2 0 15
Satisfied
Total 3 8 22 16 17 5 6 77

Following Table 7.1.3.3 shows variation of response in terms of Quoting Time for each
Application. Previously we have seen in Table 7.1.2.3 that 83% respondents are satisfied or
highly satisfied in terms of quoting time. 81% of respondents belong to distribution section lies in
satisfaction. Similar conclusions can be drawn for each section except booster which is 66.6%.
But the no. of respondents in booster section is very low. Only 3% of the total respondents lie in
unsatisfied section with respect to the company quoting time.

Table 7.1.3.3 : Quoting Time Vs Application Cross Tabulation

Quoting Time Application Total
Booster Converter Distribution Furnace Inverter LRF / Arc Power
Unsatisfied 0 0 1 0 2 0 0 3
Neutral 1 1 3 4 1 0 0 10
Satisfied 2 6 7 6 7 3 5 36
Highly Satisfied 0 1 11 6 7 2 1 28

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Total 3 8 22 16 17 5 6 77

Following Frequency Table 7.1.3.4 shows responses in terms of understanding of their

requirement for each application. 71.4% of our total respondents satisfied with our service based
on their requirement but responses from Booster and Converter sections are not much
satisfactory.

Table 7.1.3.4 : Understanding of Requirement Vs Application Cross Tabulation

Understanding of Application Total
Requirement Booster Converter Distribution Furnace Inverter LRF / Arc Power
Unsatisfied 0 0 1 1 0 0 0 2
Neutral 3 4 5 3 3 2 0 20
Satisfied 0 2 5 7 10 1 3 28
Highly Satisfied 0 2 11 5 4 2 3 27
Total 3 8 22 16 17 5 6 77

The Table 7.1.3.5 shows that only 49.35% of our respondents provide positive response about
their future anticipation. In that table we have observed the same conclusion application wise but
for Booster & Converter section need more attention.

Table 7.1.3.5 : Future Anticipation Vs Application Cross Tabulation

Future Application Total
Anticipation Booster Converter Distribution Furnace Inverter LRF / Arc Power
Unsatisfied 0 1 3 2 0 0 0 6
Neutral 3 5 6 8 5 3 3 33
Satisfied 0 2 6 5 12 0 2 27
Highly Satisfied 0 0 7 1 0 2 1 11
Total 3 8 22 16 17 5 6 77

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7.2 Study among Post-Sales Information

Post Sale Information consists of three research statement. Respondents used a 3 point likert
scale ( 1=” unsatisfied” to 3=”satisfied”) to indicate their level of satisfaction with the research
variable. Mean value of each of the research question’s report is more than 2.

Table 7.2.1 : One-Sample Descriptive Statistics

N Mean Std. Deviation Skewness Kurtosis
Drawing/ -2.018
77 2.45 .501 0.186
Specifications
Delivery Time 77 2.39 .632 -0.535 -0.600
Appearance
While Reaching 77 2.35 .532 0.092 -0.904
Site

Following Table 7.2.2 has shown Percentage wise satisfaction level with our service at a glance.
And we can see that that Percentage of unsatisfied customer is very less.

Table 7.2.2 : Level of satisfaction for each category

Appearance While Reaching
Delivery Time Drawing/specifications
Site
Frequency Percent Frequency Percent Frequency Percent
Unsatisfied 6 7.8 0 0.0 2 2.6
Neutral 35 45.5 42 54.5 46 59.7
Satisfied 36 46.8 35 45.5 29 37.7
Total 77 100.0 77 100 77 100.0

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Considering our Research Hypothesis whether there exist unsatisfied customers in significant
level or not, we perform one sample t-test for each of our study variables.

The One-Sample Test table reports the result of the one-sample t-test. The top row provides the
value of the known or hypothesized population mean you are comparing your sample data. Here
Test value= 1 imply for the test value equal to unsatisfied corresponding to the study variables.

Table 7.2.3 : One-Sample Test

Test Value = 1
t df Sig. (2-tailed) Mean 95% Confidence Interval of the
Difference Difference
Lower Upper
Drawing/
25.466 76 .000 1.455 1.34 1.57
Specifications
Delivery Time 19.308 76 .000 1.390 1.25 1.53
Appearance
While Reaching 22.266 76 .000 1.351 1.23 1.47
Site

From the above table, p < .05 (it is p = .000).

Therefore, the Conclusion based on the collected responses is the population means are
statistically significantly different i.e. There does not exist Unsatisfied Customers in
significant level. If p > .05, the difference between the sample-estimated population mean and
the comparison population mean would not be statistically significantly different.

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7.3 Study among Buying Reason Variables:

The reasons for buying our equipment’s were assessed with 6 criterion. Responses are taken in 5
point likert scale indicating 1 – Very Bad to 5 – Very Good. From the following chart we can say
that minimal percentage of respondent has recorded their response as “Bad” but it’s quite high
(22.1%) in terms of “Price” and the responses on company’s relationship with our customers are
in satisfactory level.

Representation of Responses based on the study variables for "Reason of

Buying"

70.0
Percentage of respondent

60.0
50.0 Quality

40.0 Service

30.0 Project Capability

20.0 Brand
10.0 Price
0.0 Relationship
Very Bad Bad Neutral Good Very Good
Responses

Figure: 7.3
To study the Research Hypothesis: The relationships among the study variable which are
responsible for buying our equipment, Expletory Factor Analysis was performed for further
analysis.

Principal Component Analysis with Varimax rotation used to assess the dimensionality. Research
Data are appropriate for factor analysis since KMO’s value was 0.739 (From Table 7.3.1). The
overall significance of correlation among all items was also sufficient with Bartlett’s test of
sphericity achieving a p-value less than 0.05(From Table 7.3.1).

The scree plot is a graph of the Eigen values against all the factors. The graph is useful for
determining how many factors to retain. The point of interest is where the curve starts to
flatten.It begins to flatten after the factor 3 but the Eigen value of the factor 3 is less than 1.So
here two factors are retained.

Two common factors were loaded as conceptualized (From Table 7.3.2).Investigation on loaded
items revealed that the first factor with Quality, Process Capability, Price, and Relationship
explained 42.246% of variance. Therefore this factor can be interpreted as “Capability of the
company”. Second factor consist of only 2 items with 26.106% explanation of variance (From
Table 7.3.2).and this factor can be interpreted as “Reliability & Product Support”. This
suggests that the scaled items are two dimensional.

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 Table 7.3.1 : KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .739
Approx. Chi-Square 156.183
Bartlett's Test of
df 15
Sphericity
Sig. .000

Table 7.3.2.:Total Variance Explained

Compone Initial Eigen values Extraction Sums of Squared Rotation Sums of Squared
nt Loadings Loadings
Total % of Cumulative Total % of Cumulative Total % of Cumulative
Variance % Variance % Variance %
1 3.066 51.104 51.104 3.066 51.104 51.104 2.535 42.245 42.245
2 1.035 17.247 68.352 1.035 17.247 68.352 1.566 26.106 68.352
Extraction Method: Principal Component Analysis.

Table 7.3.3 : Rotated Component Matrix

Facto
Component rs are
1 2 rotat
ed for
Quality .682
bette
Service .908 r
Project Capabilities .810 inter
Brand .731 preta
tion
Price .814
since
Relationship .743 un-
rotated factors are ambiguous. The goal of rotation is to
attain an optimal simple structure which attempts to have each variable load on as few factors as
possible but maximizes the number of high loadings on each variable. Factor loadings has shown
in the Table: 7.3.3
These factors can be used as variables for further analysis.

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So “Reliability & Product Support” is second priority of a valuable customer to buy our product
but “Capability of the Company” is mandatory.
Brand with Applications Study:

The next Hypothesis, whether there is any difference among the average rating about our Brand
awareness based on the Applications, we perform ANOVA and outputs with interpretations are
shown below.

Table.7.3.4 : Descriptive Statistics of Brand awareness

Application wise
Application Mean N Std. Deviation
Booster 3.33 3 .577
Converter 3.25 8 .463
Distribution 3.68 22 .716
Furnace 3.63 16 .806
Inverter 3.71 17 .920
LRF / Arc 2.80 5 1.095
Power 3.17 6 .753
Total 3.52 77 .805

Table. 7.3.5: ANOVA Table

Sum of df Mean F Sig.
Squares Square
Between Groups (Combined) 5.369 6 .895 1.428 .216
Within Groups 43.852 70 .626
Total 49.221 76

The above table shows the output of the ANOVA analysis and whether there is a statistically
significant difference between our group means i.e. whether there is a statistically significant
difference between application wise mean.

From the Table. 7.3.5 we can see that the significance value is 0.216 (i.e. p = 0.216), which is
above 0.05.

Therefore, the Conclusion is there does not exist any statistically significant difference in the
mean length of brand rating among all of the applications. So, brand awareness doesn’t differ with
the different applications.

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QUALITY WITH APPLICATION

To study the Research Hypothesis whether there is any difference among the average rating
about our Product Quality based on the Applications, we perform ANOVA and outputs with
interpretations are shown below.

Table.7.3.6 : Descriptive Statistics Of Quality Rating among Applications

Application Mean N Std. Deviation
Booster 4.00 3 .000
Converter 3.75 8 .707
Distribution 3.95 22 .575
Furnace 3.81 16 .403
Inverter 4.06 17 .659
LRF / Arc 4.00 5 1.000
Power 4.00 6 .632
Total 3.94 77 .592

Table.7.3.7: ANOVA Table

Sum of df Mean F Sig.
Squares Square
Between Groups (Combined) .842 6 .140 .380 .889
Within Groups 25.833 70 .369
Total 26.675 76

The above table shows the output of the ANOVA analysis and whether there is a statistically
significant difference between our groups’ means i.e. whether there is a statistically significant
difference between application wise mean of product quality.

From the Table.7.3.7 we can see that the significance value is 0.889 (i.e., p = 0.889), which is
higher than 0.05.

Therefore, the Conclusion is there does not exist any statistically significant difference in the
mean length of Quality rating among all of the applications. So, the quality of equipment doesn’t
differ with the different applications.

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7.4 Findings About Company Awareness:
There are four sources where people may know about (company name) as a manufacturer of
Transformer – Internet, Print-Media, Referral and Company Employee.
From the following Table 7.4.1 it’s very clear to know that most of our customers are aware
about the company by company employee (68.8%) and 29.9 % are known about the company
by Referral. We can also see that there a negligible share of customer comes from Internet & no
portion of customer is from Print Media
(company name) have already working towards reaching more customers via print media and
already published some articles & advertisements in the leading industrial magazines in the
recent past.. Some of the articles are given as below. The effect of presence in Print Media will be
studied in our future research.

Table 7.4.1: Awareness from sources

Frequency Percent Cumulative
Percent
Company Employee 53 68.8 68.8
Internet 1 1.3 70.1
Referral 23 29.9 100.0
Total 77 100.0

Electrotherm Advertisement
given in August 2016 EPR

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7.5 Study Among Post Sale Satisfaction Level:
Post sale satisfaction level are measured by five research questions based on provided product
quality, commissioning, Efficiency, service –support and performance. Respondents are used 5
point likert scale to share their response.
Our Research Hypothesis is to justify the statement that the company failed to provide the
Quality of product and the Service Support that the customers’ think before accepting our
product.

PRE SALE QUALITY – POST SALE QUALITY

Table 7.5.1:Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean
Pre-sale
3.94 77 .592 .068
Quality
Pair 1
Post sale
3.97 77 .628 .072
Quality

In the Paired Samples Statistics table, the mean for the Pre-Sale Quality feedback is 3.94. The
mean for the Post Sale Service feedback is 3.97. The standard deviation for the Pre-Sale
condition is 0.592 and for the Post Sale condition, also 0.628.

In the following Cross-tab representation we have seen majority of our respondent provide
equal or better rating after considering our Product Quality. Only (1+7+3=11) 14.28%
respondents are not satisfied with our Product quality after considering our product but our
average feedback is same.

Table 7.5.2: Cross-tab Representation of Pre-Sale and Post Sale Quality

Feedback
Post sale Quality Total
2 3 4 5
3 1 6 8 1 16
Pre-sale
4 0 7 39 4 50
Quality
5 0 0 3 8 11
Total 1 13 50 13 77

Paired Sample t-test was performed and outputs are shown below.

Table 7.5.3: Paired Samples Correlations

N Correlation Sig.

Pair 1 Quality & Quality 77 .526 .000

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The Paired Samples Correlation table, adds the information that Pre sale Quality feedback and
Post sale Quality Feedback are significantly positively correlated (0.526) with p-value < 0.05.

Table 7.5.4: Paired Samples Test

Paired Differences t df Sig. (2-
Mean Std. Std. Error 95% Confidence tailed)
Deviation Mean Interval of the
Difference
Lower Upper
Pair Quality -
-.039 .595 .068 -.174 .096 -.575 76 .567
1 Quality

From the Paired Samples Test table, we can say that:

 There was no significant average difference between Pre Sale and Post Sale Quality feedback
(t76 =- 0.575, p = 0.567)

 On average, Pre Sale Quality Rating were 0.039 points lower than Post Sale Quality Rating
(95% CI [-0.174, 0.096])

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Pre-Sale Service Vs Post Sale Service Support:

Table 7.5.5:Paired Samples Statistics

Mean N Std. Std. Error
Deviation Mean
Service 3.86 77 .702 .080
Pair 1 Service
3.84 77 .745 .085
Support

In the Paired Samples Statistics table, the mean for the Pre-Sale Service feedback (Service) is
3.86. The mean for the Post Sale Service feedback (Service support) is 3.84. The standard
deviation for the Pre-Sale condition is 0.702 and for the Post Sale condition, also 0.745.

In the following Cross-tab representation we have seen majority of our respondent provide
equal or better rating after considering our service whereas (1+1+9+2+8=21) 27.28%
respondents are not satisfied with our service after considering our product but our average
feedback is same.

Table 7.5.6:Cross tabulation of Pre-Sale and Post Sale service Rating

Service Support Total
1 2 3 4 5
2 1 0 0 0 0 1
3 0 0 8 9 5 22
Service
4 0 1 9 27 4 41
5 0 0 2 8 3 13
Total 1 1 19 44 12 77

Paired Sample t-test was performed and outputs are shown below.

Table 7.5.7:Paired Samples Correlations

N Correlation Sig.

Pair 1 Service & Service Support 77 .209 .069

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 Table 7.5.8:Paired Samples Test
Paired Differences t df Sig. (2-
Mean Std. Std. 95% Confidence tailed)
Deviatio Error Interval of the
n Mean Difference
Lower Upper
Service &
.013 .910 .104 -.194 .220 .125 76 .901
Service Support
The Paired Samples Correlation table, adds the information that Pre sale Service feedback and
Post sale Service Feedback are significantly positively correlated (0.209) with p-value 0.069.

From the Paired Samples Test table, we can say that:

 There was no significant average difference between Pre Sale and Post Sale service feedback
(t76 = 0.125, p = 0.901)
 On average, Pre Sale Service Rating were 0.013 points higher than Post Sale Service Rating
(95% CI [-0.194, 0.220])

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7.6 Study about the Future Prospect of the Company:
To study the next Hypothesis, Whether (company name) supplies superior quality of material
compared to the competitors. From the below Table 7.6.1 we can see that the 1.5% customers
thinks that (company name) is lagging in terms of quality in comparison with the Competitors.
So we can conclude that (company name) is manufacturing quality products to satisfy its
customers & to build trust over the brand in terms of delivering quality products to its
customers.

Table 7.6.1: Comparison With Competitors

Frequency Percent Cumulative
Percent
About the same 36 46.8 46.8
Much better 5 6.5 53.2
Somewhat better 35 45.5 98.7
somewhat worse 1 1.3 100.0
Total 77 100.0

From the below Table 7.6.2 we can see that about 82% of (company name) customers are
willing to buy ET products, which concludes our next Hypothesis that (company name)
Customers are loyal and intends to buy from (company name) in future. (company name) has
developed such a healthy relation with their existing customers to motivate them to buy ET
products for their future requirements by supplying them quality products as per the specified
requirements, maintaining a healthy buyer supplier relationship, providing information about
latest product developments & achievements etc.
Table 7.6.2: Future Buying Prospects
Frequency Percent Cumulative
Percent
Definitely YES 6 7.8 7.8
May or May NOT 13 16.9 24.7
Probably NO 1 1.3 26.0
Probably YES 57 74.0 100.0
Total 77 100.0

To study our next Hypothesis, most of the (company name) customer can be used as referral.
From the below Table 7.6.3 we can find out that (company name) is having such a customer
base that 97% of customers can be used as a reference to generate new customers or to build
more confidence towards the brand. This could be used as an important marketing tool to
explore new markets.

Table 7.6.3:Referral Prospects

Frequency Percent Cumulative
Percent
Definitely YES 28 36.4 36.4
May or May NOT 2 2.6 39.0
Probably YES 47 61.0 100.0

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 Total 77 100.0

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8 CONCLUSION:
(company name) India Ltd, is a well-known name in the Transformer Industry started its
manufacturing in the year 2007. In a very small span of time they have developed a commendable
existence in the Global market with 342 Customers, out of which 72 customer is based outside
India.

 Around 42% of (company name) customers are from Western Part of India. And the other
part of India is contributing around 15% of business. (company name) need to explore and
develop more business opportunities from the rest of India.

 From the above study we have seen that (company name) is having more customers in the
Inverter Duty, Furnace & Distribution segments, whereas there is very less existence in the
Booster, LRF, Rectifier applications around 1% to 3% ET customers are lies in the said
applications. Whereas (company name) the expertise to manufacture every application
transformer & is delivering equivalent quality of products irrespective of applications to all
its customers.

 According to our study we can see that 69% of the (company name) customers knew about
the company from direct sales individual & 29% from referral. But is very less presence in
digital network (Internet) and print media. (company name) needs to expand new markets
via digital & print media. Also started publishing articles, journals in various industrial
magazines. And also working to expand the digital out reach of the company via online
enquiry systems, more active websites with latest brochures, data & contacts..

 In terms of the pre-sales process (company name) manages to satisfy most of its customers
in terms of the data, technical specifications, and details about the company. But there is
always no end of betterment. (company name) is bound make some progressive steps
towards generating more confidence of customers in terms of the Future anticipation of
Customer requirements. (company name) salespersons need to put more effort to anticipate
the future requirements of the customers which will surely help them to make more
footprints in the Rectifier, Booster, LRF, Power applications.

 In terms of the post-sales process (company name) manages to satisfy most of its customer
in terms post-sales variables. There is no significant number of unsatisfied customers. Still
(company name) should work towards optimising the delivery time for special application
transformer, which will generate some more loyal customer base. So that they could make
more impact to generate more footprint in the special application transformer segment.

 There are two factors of buying reason Factor 1, “Capability of the Company” and Factor 2,
“Reliability & Product Support”. While buying a product a customer is more concerned about
the capability of the company to manufacture the required products in terms of Quality,
Projects Capabilities, and Relationship etc. The reliability & product support is also
important to influence the buying of customers. But as the service of a particular product is
intangible factor it doesn’t add much value to influence the buying. (company name) sales
team should use the various customer feedback, performance certificates to make the service
support tangible. This will help (company name) to build more confidence about the product
in terms of service & brand.

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 The anticipated quality of the transformers doesn’t varies with the applications in terms of
customer perspective whereas according to our study we can find out that there exist around
14% customer who differs with the anticipated quality and after sales quality about
(company name) transformers. There should be a root cause analysis on this.

 The same conclusion can be drawn in terms of the anticipated service & actual service
experience. According to the study there exists a SERVICE GAP of 27%. These are those
customer who have received less level of service compared to the expected level. (company
name) needs to arrest this GAP at the earliest to hold on to the existing market to ensure
future business.

 According to our study there exist 82% happy customers of (company name). ET needs to
ensure this particular happy customer to be there future buyer by maintaining a proper
customer relationship such as making a habit to greet customers in festivals, personal
occasions, sending souvenirs in new year’s and other global occasions.

 (company name) can also increase their awareness level by the reference of the existing
customer, as there exist 97% of customer who can be used as a reference according to our
study, ET to focus more performance certificates & feedback report to enhance the market,
the identify the areas to develop etc. Apart from that (company name) is making their
presence in various electrical magazines to penetrate the market through print media, also
well active in the various Global Summits like
 Vibrant Gujarat Global Summit 2016, 2017.
 Elecrama Bangalore 2014, 2015, 2016.

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9 FURTHER RESEARCH AREA:
The above study helps of gather information, analyse, interpret, and explain various aspects of a
Customer Satisfaction Survey. This study helps to find out pros & cons of a sales & marketing
system.

In our further research area we are interested in observing the below mentioned areas to get
some fruitful benefit for future business prospects…

 How to enhance the no. of installations in the special application transformer categories
such as Booster, Rectifier, Power, and LRF?

 The reason of the gap of 14.28% customers who are unsatisfied with the actual quality of
transformers compared to their expected quality. And how as a manufacturer (company
name) can recover this customer?

 The reason of the gap of 27% customers who are unsatisfied with the actual service
experienced by them compared to their expected service. And how as a manufacturer
(company name) can recover this customer?

 How to Brand Awareness of (company name) can be enhanced by penetrating the market
through digital & print media? What will be exact impact of this in terms of new market
expansion?

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10 REFERENCE:
Book Reference
 Theory And Methods Of Survey Sampling by Primal Mukhopadhyay.
 Sampling Technique by William Cochran.
 Applied Multivariate Statistical Analysis by Johnson & Wichern.
 Advanced Marketing Research by Naresh Malhotra & Dash.

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