Chapter - 1: 1 AIMS Institute of Higher Education

“A study on customer satisfaction towards Toonmedia consulting Pvt. Ltd.
CHAPTER – 1
INTRODUCTION
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AIMS Institute Of Higher Education
“A study on customer satisfaction towards Toonmedia consulting Pvt. Ltd.”
1.1: INTRODUCTION TO THE TOPIC:
Consumer satisfaction
Consumer satisfaction is the measure of how the needs and responses are collaborated and
delivered to excel consumer expectation. It starts when the consumer becomes aware of a need or
desire for a product, and he reviews the satisfaction level of other customers then concludes with
the purchase transaction.
Need to study the consumer satisfaction: Study of consumer satisfaction is very necessary to
know how to create, market, and sell products effectively. The more data company gather, the
better company decisions become. It is all about calculating satisfaction level of customer.
If company does not consider client satisfaction, company can’t identify unsatisfied
consumers that could churn or leave negative consumer reviews. Company
also cannot establish happy consumers who may activate as evangelists or referrers.
Organization tries to know the consumer satisfaction about their products .So a study on
consumer behavior helps the organization as well as me to gain a vast knowledge over the real
world taste and preference of consumer. Whether the buyer is satisfied after purchase depends on
the offer performance in relation to the buyer’s expectation .In general behavior a person feeling
of a pleasure or disappointment results from comparing a product perceived performance in a
relation to his or her level of expectation.
As this definition makes clear, Satisfaction is a function of perceiving performance and
expectation. If the performance is below the level of expectations, the consumer is dissatisfied .If
the performance meets the expectation, the consumer is satisfied. If the performance reaches out
expectation, the consumer is highly satisfied or delighted. It all depends on how persons behavior
with the respect of delivered product and ongoing service by the marketer.
Information technology, and the hardware and software associated with the IT industry, are an
integral part of nearly every major global industry.
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The information technology (IT) industry has become of the most robust industries in the world.
IT, more than any other industry or economic facet, has an increased productivity, particularly in
the developed world, and therefore is a key driver of global economic growth. Economies of
scale and insatiable demand from both consumers and enterprises characterize this rapidly
growing sector.
The Information Technology Association of America (ITAA) explains 'information technology'

as encompassing all possible aspects of information systems based on computers.
Both software development and the hardware involved in the IT industry include everything
from computer systems, to the design, implementation, study and development of IT and
management systems.
1.2: INDUSTRY PROFILE:
Industry Overview
The Information Technology industry has gained a brand image as knowledge economy due to
its development from software exporter to providing IT services to IT enabled services (BPO
segment).The sector has been consistently contributing to India's GDP from 1.2% in the FY 1998
to 7.5% in the FY 2012.
According to NASSCOM, the IT sector in India has aggregated revenues of US $100 billion in
FY 2012, where export comprises of US $ 69.1 billion and US $ 31.7 billion respectively
growing by over 9 %. The cities that account nearly 90% of these sectors exports are Bangalore,
Chennai, Hyderabad, Delhi, Mumbai and Kolkata.
IT industry has registered a notable growth because of the rich and varied expansion into
verticals, well -differentiated service offerings and increasing growth penetration. The
phenomenal success of this industry is attributable to favorable government policies, rich and
burgeoning demand conditions, healthy growth of the related industries and competitive
environment prevalent in the industry. The interplay of these forces has put the industry on the
global map.
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The global information technology industry is on pace to reach $5 trillion in 2019, according to
the research consultancy IDC. The enormity of the industry is a function of many of the trends
discussed in this report. Economies, jobs, and personal lives are becoming more digital, more
connected, and increasingly, more automated. Waves of innovation build over time, powering
the technology growth engine that appears to be on the cusp of another major leap forward.
The United States is the largest tech market in the world, representing 31% of the total, or
approximately $1.6 trillion for 2019. In the U.S., as well as in many other countries, the tech
sector accounts for a significant portion of economic activity. CompTIA's Cyberstates report
reveals the economic impact of the U.S. tech sector, measured as a percentage of gross domestic
product, exceeding that of most other industries, including notable sectors such as retail,
construction, and transportation.
Despite the size of the U.S. market, the majority of technology spending (69%) occurs beyond its
borders. Spending is often correlated with factors such as population, GDP, and market maturity.
Among global regions, Asia-Pacific is the largest, accounting for approximately one of every
three technology dollars spent worldwide. Many APEC countries enjoy the twofold effect of
closing the gap in categories such as IT infrastructure, software, and services, along with
leadership positions in emerging areas such as robotics. If these patterns hold, APEC will
continue to grow its share of the global technology pie at the expense of slower growing markets.
The bulk of technology spending stems from purchases made by corporate or government
entities. A smaller portion comes from household spending, including home-based businesses.
With the blurring of work and personal life, especially in the small business space, along with the
shadow IT phenomenon, it can be difficult to precisely classify certain types of technology
purchases as being solely business or solely consumer.
CompTIA projects the global information technology industry will grow at a rate of 4.0% in
2019. The optimistic upside forecast is in the 6.4% range, with a downside floor of 1.5%. This is
a broader forecast range than what has been seen in the past couple of years, meaning industry
executives see the possibility of more extreme divergence in growth scenarios. To the upside, if
customer-buying patterns for core tech products and services maintain, and spending on
emerging tech accelerates, growth of 6% or more is attainable. Conversely, a global slowdown in
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demand, or any slowdown in the adoption of emerging technologies could dampen growth
enough to push it towards the 1.5% pessimistic side.
Growth expectations for the U.S. market are in line with the global projection. As the largest tech
market in the world, U.S. forecasts and global forecasts are inextricably linked.
CompTIA uses a consensus forecasting approach. This "wisdom of the crowds" model attempts
to balance the opinions of large IT firms with small IT firms, as well as optimistic opinions with
pessimistic opinions. The results attempt a best-fit forecast that reflects the sentiment of industry
executives.
Other factors that influence revenue growth projections include currency effects, pricing, and
product mix. The tech space is somewhat unique in that prices tend to fall, which may result in
large numbers of units shipped, but modest revenue growth. In the year ahead, the product mix
will be an especially important factor, as the high growth rates of emerging categories are
expected to more than offset the slow growth mature categories.
Tight tech market
According to CompTIA research, nearly 4 in 10 U.S. tech firms report having job openings and
are actively recruiting candidates for technical positions. Another 34% report having openings on
the business unit side, such as project managers, market specialists, or sales engineers. Hiring
intent is most concentrated among large- and medium-size firms.
Among hiring employers, more than half indicate it is due to expansion, while a similar
percentage indicate the need for new skills in areas such as machine learning, IoT integration, or
robotics process automation (RPA). These two hiring drivers are clearly intertwined. Firms
expanding into new, emerging areas require the requisite skills to proceed with their rollout.
Although, it should be acknowledged that expansion may also occur due to a growing customer
base in more conventional roles, such as network engineers or IT support specialists employed
by an expanding MSP.
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Turnover is a natural and healthy component of any industry sector. According to the self-
reported data, 43% of tech firms are hiring to backfill departing staff or retirements. During a
strong economy with low unemployment and lots of firms hiring, workers tend to feel more
confident about testing the market to seek a new opportunity, or perhaps relocate to a desired
community.
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About CompTIA(Computing Technology Industry Association)
The Computing Technology Industry Association (CompTIA) is a leading voice and advocate
for the $5.0 trillion global information technology ecosystem; and the more than 50 million
industry and tech professionals who design, implement, manage, and safeguard the technology
that powers the world's economy. Through education, training, certifications, advocacy,
philanthropy, and market research, CompTIA is the hub for advancing the tech industry and its
workforce.
The History of Information Technology
The capabilities and design of computers developed rapidly through the forties and fifties, with
the first office application appearing in 1951. In the early days of computing, most computer
operations were reduced to calculations. The programs that drove them had to communicate
directly with elements of the computer.
For example, to add one number to another, the programmer would have to write an instruction
to fetch one number from an area of storage into a register and then fetch the second number
from another named area of storage and add it in the same register. Information technology, as
we know it today, could never have happened without the development of natural language
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programming. Early programming language involved a series of codes, which were numbers.
Early computer programmers usually came from a mathematics background.
In the 1950s and early 1960s, if you wanted to be a computer programmer you would have to
first get a bachelor's degree in mathematics. When electronic computers first appeared in the
1960s, established computing staff all came from electrical and mechanical engineering,
mathematics, and statistics backgrounds. New skills requirements meant that the first
information technology jobs went to engineers and mathematicians.
As computers evolved, the concept of a compiler, or interpreter, became possible. This is a

program that is permanently resident on the computer and is the very basis of an operating
system. The interpreter could translate programs written in very basic instruction sets - called
assembly languages - into the machine instruction code.
This advancement enriched the capabilities of programming and made more complicated
instructions possible. By the late 1960s, screens, keyboards, text editors, and languages such as
FORTRAN and COBOL, made programming available to those interested in a career in
business, rather than only to scientists and engineers.
Scientists and engineers continued to advance computing. Programmers, business analysts, and
commissioning enterprises created the field of information technology.
The Information Revolution
Phase I: Prior to 1980
Indian IT industry was basically started with hardware products and software industry was
literally non-existent in India until 1960. Government protected the hardware sector through high
tariff barriers and licensing. In the west, there was greater demand for software development as
the inbuilt software with the systems was insufficient to perform all the operations. The
Government of India realizing the potential of this sector to earn foreign exchange. In 1972, the
government formulated a software export scheme in which it was decided to import hardware
and export software. TCS Ltd. became the first firm to agree to this condition. The beginning of
software exports was made in the year 1974.
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Phase II: 1980-1990
During this phase, inspire of the government initiatives, the software exports could not reach the
expected level because of two reasons. The export of software was dependant on the imports of
hardware and the procedural aspects were too cumbersome. There was no proper infrastructural
facilities for software development. In order to encourage more participants in this sector,
relaxation to procedural activities and reduction in import duty was mandatory. To counter the
prevailing problem a New Computer Policy to policy was formulated. According to this policy
the import procedures were simplified and the import duty for import on hardware for software
developers reduced.
In 1986, the government took a step ahead to sustain and grow the benefits received as a result of
the New Computer Policy. It formulated software policy and liberalized the IT industry. In this
policy the imports of hardware were de-licensed and were also made duty free for the exporters.
This policy has reduced a number of entry barriers making the growth in this sector inevitable. In
1990, government gave impetus and established Software Technology parks of India in order to
increase the exports of software and services.
Phase III: 1990-2000
This period has witnessed intensified competition in the IT Industry. With companies investing
in research and development and variety of software services. As this decade marked the
beginning of significant changes in the economy, including trade liberalization, opening up of
Indian economy for foreign investment, devaluation of the rupee and relaxation of the entry
barriers. Due to the advantages, this policy had attracted foreign investment in India and MNC s
in India were introduced. "Offshore Model" "On-site model" Global Delivery Model (GDM)
were introduced as a part of their distinguished services.
Phase IV: Post 2000
The global problems like Y2k, the dotcom crash and the recession in the US economy has forced
many US firms to utilize the services of the Indian firms. This has resulted in placing the Indian
IT industry on the global map.
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Post 2002 - 03, the industry had registered a robust growth rate. During this period there was an
increase in the Indian client base, large sized contracts and a strong global delivery model.
Universities and defense establishments dominated the development of computing in the forties,
fifties, and sixties, but business requirements pushed forward the evolution of information
technology.
The concept of information technology jobs, as distinct from computing jobs, first emerged in
the early seventies. Networks and PCs put computers on the desks of non-computing staff, and
the application of computing to business processes required the creation of specialists to create,
adapt, and maintain both the hardware and software that would support business activities.
The invention of the spreadsheet and the word processor brought stable applications that enabled
office workers to increase their productivity. Software packages for businesses created a new
branch in IT, which created different types of IT jobs even within a given discipline.
For example, anyone who wanted to be a programmer could choose a career path working in the
IT department of a corporation. Or they could forge a career working in a software house.
Specialist languages, adapted to different functions in IT, emerged and segregated programming
staff into categories. A business running a database needed programmers experienced in Oracle
or SAP programming, and it also needed C programmers to write networking software.
C programmers specializing in network applications would not be considered for jobs writing
database applications. The diversification of IT actually restricted the career paths of workers.
More computers in the world meant more work in IT; however, people trained in a language that
never took off, such as Smalltalk, would soon find themselves unemployed.
Progressive flexibility of the labor force meant that businesses became less willing to retrain
employees who were stuck in dead end technologies. Some lucky specialists found themselves
with skills that were in high demand, but in short supply. This caused their earning potential to
rocket while those skilled in retired technology found themselves unemployed.
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Information Science
According to the Merriam-Webster Dictionary, information science dates back to 1960, and so
that term has been in usage for longer than the term information technology. This is a new word
for librarianship. It describes the process of collecting, classifying, storing, and retrieving
information.
In the paper-based world, it involves filing papers or storing books by categories. Libraries have
index files that can tell you exactly where to find a book, by looking for codes on bookshelves.
Within each book, you can find exactly the information you're looking for by referring to the
index. That classification code and the indexes in books were compiled through the processes of
information science.
Background of the Study
(A) Relevant Marketing theory of Customer satisfaction
In general satisfaction is a person’s feeling of pleasure or disappointment resulting

from comparing a products perceived performance (or out come) in relation to his/her
expectations. If the performance falls short of expectations, the consumer is dissatisfied. If the
performance matches the expectations the customer is satisfied.
(B) Fundamentals of customer satisfaction
Excellent service is not an end in its own right nor is customer satisfaction; it is a means to an
end. The aim of commercial organization is to make profit and the aim of public organization is
to provide an efficient service within budget c. service excellence is only required in so for as it
achieved these objectives.
It is possible to have very satisfied customer who are not profitable and to invest in high quality
service, which does not affect the customer buying behavior. It is also possible to over invest in
quality to such an extent that the customer finds the service unattractive. It is therefore important
to find out which factors of service influence most the customer prosperity to buy and to be
ahead of nearest rivals of these factors in terms of services offer.
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Factors influencing customer satisfaction:
Marketing researchers have identified four distinct factors, which influence the customer
satisfaction, which are as follows:
Product: Basic design: How familiar designers are with customer needs, what incentives drive
the designing, manufacturing and quality control.
Sales activity: What messages the company sends out in its advertising and promotion
programmers, how it chooses and monitors its sales force / intermediaries, and the attitudes that
it projects to the customer. The figure 2 is a classical example of positive messages sent to
customer through its promotion.
After- sales: Guarantees, parts and service, feedback, complaints, handling, and overall
responsiveness to a customer with a problem.
Culture: Intrinsic values and beliefs of the firm as well as the tangible and intangible symbols
and systems it uses to initial these into employee behavior at all levels.
Marketers when studying satisfaction must understand that a distinction has to be made between
one’s core product offering and one’s supplements (or sometimes called value added service).
Need To Study customer satisfaction.
AS customer, we benefit from insights into our satisfaction -related decision: what, why,
buy and the promotion that influences us to buy .Thus the study of costumer’s satisfaction
enables us to become wise customers.
As marketers and marketers, it is important for us to know why and how individuals make their
consumption decisions, so that we can make better strategic marketing decisions .If marketers
understand customer behavior they are likely to react to various informational cues and are able
to shape their strategies.
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As students of marketing, We are concerned with understanding behavior with gaining insights
into why individuals act in certain consumption related ways. This research was done to know
how people receive, store and satisfy related information so that research could decode
marketing strategies to influence customer satisfaction .Customer research takes place at every
phase of the consumption process-before the purchase, during the purchase, after the purchase
1. Effectiveness: -
Effectiveness could be a crucial part after you live the performance of a educational program. It
is additionally the foremost vital facet once it involves making a post coaching analysis form. It
establishes your learners’ perception of whether or not or not the course helped them attain their
learning objectives.
Moreover, the learners’ opinions on the effectiveness of eLearning courses are an indicator of
how relevant the lesson is for them. It will tell you if they assume that the talents they’ve learned
will truly be useful for his or her everyday work.
This part of the survey asks if the learners’ WIIFM (What’s In It For Me?) question was self-
addressed and if they're glad with what they need learned.
You can begin by asking the learners however effective the course or program was in achieving
their learning objectives. You can additionally raise what they assume the simplest and worst
aspects of the program square measure and a few suggestions on a way to improve those.
2. Comprehension:-
The comprehension facet of a post coaching analysis form refers to the effectiveness of the
course delivery. This section in your learner satisfaction survey asks questions on the means the
course content was delivered.
This element also includes the conciseness and clarity of content.
1. Was the subject matter easy for the learners to follow and understand?
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2. Was the wording of any written materials clear?
3. Were the multimedia materials clearly visible and audible?
For face-to-face or synchronous coaching, this a part of the survey additionally includes the way
during which the lesson was expedited.
1. Was the trainer knowledgeable in the subject matter?
2. Was the facilitator able to explain the topic in a way that the audience can relate to?
3. Did the instructor offer enough support to the learners during the session?
This square measure a number of the queries you'll embrace in your post coaching analysis form.
3. Attractiveness:-
The course’s overall look associated feel is additionally an integral a part of a post coaching
analysis form. Any form of course-related material like participant handouts, presentation slides,
or multimedia system comprises this facet. This is a crucial part – notably for eLearning courses
– as a result of it tells you if your interface, learning environments, and multimedia resources are
aesthetically appealing.
Since eLearning is a medium that’s heavily dependent on visual design principles, course
creators need to pay a lot of attention to the attractiveness factor.
While it's going to appear trivial to most, the learners’ exposure to the look and feel of your
course can greatly affect the learning experience. Thus, having well-crafted multimedia system
resources additionally matter – particularly for self-paced, asynchronous courses.
When you solicit feedback, you'll raise your learners to rate the multimedia system parts (video,
audio, and images) of the program based on how attractive they think those are. You can
additionally solicit suggestions on a way to build the course a lot of appealing in terms of visual
and/or sensory system aspects.
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4. Engagement:-
No one needs to simply be a traveler in their own learning; learner engagement should be a
priority for any form of course. For face-to-face sessions, engagement will are available in the
shape of active learning approaches like simulations, activities, and collaborative work. For
eLearning, these can be in the form of games, interactive quizzes, and branching scenarios.
For your post coaching analysis form, you can ask your learners to rate the course based on how
engaging it is. Another question you'll raise is however glad they're with the interactivity
provided by the course.
5. Suggestions:-
Of course, no post coaching analysis form is complete while not a vicinity that asks for
suggestions. The main challenge, however, is that this part is usually skipped by learners. Most
of the time, these open-ended questions require them to take a little bit of time to come up with
responses.
A friendly tip on a way to do this: need the learners to place a minimum of 3 suggestions to boost
coaching effectiveness. If they don’t place something within the suggestion “box,” the system
will not allow them to proceed and complete the course.
For your ‘suggestion box,’ you can ask your learners on what changes they would like to apply
to the program as it is. You can additionally raise future ideas on program improvement.
Post coaching analysis could be a crucial a part of any educational program. Not only does it
give you an idea of what the learners thought of the course, but more importantly, it tells you
what’s working and what’s not. Furthermore, it gives you a valuable insight of the training
program from the learner’s perspective.
You always ought to bear in mind that the learner, not the content, is the main star of the show –
and your learners must not be treated as just an afterthought. Getting learner feedback
concerning your coaching courses or programs should be prioritized.
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CHAPTER- 2
REVIEW OF LITERATURE AND RESEARCH DESIGN
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2.1 REVIEW OF LITERATURE:
A review of past studies helps any research to define its scope, concepts, working definitions and
hypotheses and also the formulation of empirical models. Thus, it enhances the knowledge of the
researcher and makes his efforts pragmatic and highly productive. Hence a brief review of
literature related to the subject of the present study is presented in this chapter. First, various
concepts used in this study are defined by earlier works. It is followed by a discussion of
important developments since 1989 about the two-wheeler industry
Many company are aiming for higher satisfaction because consumer who are just satisfied still
find easy to switch when better offer comes along, Those who are highly satisfied their switching
probability is very low . High satisfaction or delight creates an emotional bond with the
respective brand. Not just a relational preference. The result is high consumer loyalty. How to
buy from their expectation? From past buying experience, friends and associates advice and
marketers and competitors information and promises
If marketer raise expectation to high, the buyer is likely to be disappointed .For example.
Holiday inn ran a campaign a few years ago called ‘no surprise’ yet hotel guests encountered a
host of problem, and holiday inn had to withdraw the camping. However, if the company sets
expectation too low, it won’t attract enough buyers.
Some of most successful companies are raising expectations and delivering performance to
match. These companies are aiming for TCS –Total consumer satisfaction where they made their
primary objective. Taking Xerox co. for example, guarantees total satisfaction and will replace at
its expense any of dissatisfied consumer’s equipment within a period of three years after
purchase. And one of the Honda ads says:”One reason our consumer are so satisfied is that we
aren’t”, “Nissan invites potential infinity buyers to drop in for a “Guest Drive’’ (not test drive)
because the Japanese word for consumer is “honored guest”. Look at what high satisfaction can
do. A consumer’s decision to be loyal or to defect is the sum of many small encounters with the
company.
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Consulting firm forum corporation says that in order for this entire encounter to add up to
consumer loyalty, companies need to create a “Branded consumer experience”. Here’s how
Canadian pacific hotel, a chain with 27 just did that.
Kristin Shabby Human centric customer service centre US states that
“When customer shares their story, they’re not just sharing their pain points. They are actually
teaching company how to make product, service, and business better. Your consumer service
organization should be designed to effectively communicate those issues “Being Human is Good
Business”.
Assuring consumer satisfaction
“Those who enter to buy, support them, those who come to flatter, please them. Those who
complain, teach them how company may please others so that more will come. Only those who
hurt them are displeased but do not complain. They refuse them permission to correct company’s
error and thus improve service.”-Marshall Field.
When your consumers are happy, you are happy, when they complain, you are unhappy, but you
examine the complaint calmly and see it as an opportunity to learn as well as satisfy their needs.
The quote echoes the fear that consumer will not intone their dissatisfaction, but instead take
their business elsewhere.
ROLE OF CUSTOMER SATISFACTION IN THE MARKET

Kate Zabriskie cited in customer service excellence publication: How to deliver value to today’s
busy consumer that “Although your consumers won’t love you if you give bad service, your
competitors will.” And we couldn’t agree more. Your competitors are just waiting for you to
make a wrong move. What is more, they can often play a role of a troublemaker. Being prepared
for their competition is not enough if you don’t know how to deal with the negative backlash.
However, if you provide your consumers with an amazing consumer service, you will gain
arguments to convince those uncertainties of your services by their loyalty.
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Sivadass, E. & Baker-Prewitt, J. 2000. An Examination of the Relationship Between

Service Quality, Customer Satisfaction, and Store Loyalty- International Journal.
In this author using a national random telephone survey of 542 shoppers, examines the
relationship between service quality, customer satisfaction, and store loyalty within the retail
department store context and also states that how consumer satisfaction leads to bonding
with the customer.
Managing Customer Dissatisfaction through effective, complaint Management Systems.
American Journal of Industrial and Business Management Zairi, M., 2000, this paper
evaluates the impact of service quality underlying the SERVQUAL model on customer loyalty,
with customer satisfaction mediating these variables. This analytical study was mainly based on
the primary data collected through questionnaire that was personally administered to 422
individuals selected from five local banks in Riyadh, Saudi Arabia. The findings indicate that
improving service quality and customer relationship can help to enhance customer loyalty.
Cook, Sarah 2002. Customer Care Excellence. London: Kogan page limited.
Customer loyalty is essential to the long term financial success of your business, but with more
choice than ever before, customers today have high expectations of the products and services
they use and should continue to meet – and even to exceed – these high expectations, we need a
top notch customer services system in place, and Customer Care Excellence will enable us to
achieve just that.
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Satisfaction and positive attitude
Zeithaml, V., Bitner, M. 2006. Services marketing. New York: McGraw-Hill.
Gronroos, Zeithaml, Bitner (2000) states that satisfied consumers never switch over to another
brand, they spread their positive word of mouth which influence non-existing consumer and
indirectly force to engage with the organization, so customer satisfaction is very necessary to
every organization.
Selection as per perceived risk
Kotler, P., Keller, K. 2009. Marketing management. New Jersey: Person education.
Kotler and Keller, K (2009) point out that consumers would select the most significant
information, whether it is internal, external or both, weigh the benefits of each item and make a
decision to either purchase the particular product, not buy the specific product, postpone the
purchase or even not purchase at all. Perceived risk (such as uncertainty and self-confidence) is
the main factor that influences consumers making a purchase or not
2.2 STATEMENT OF THE PROBLEM:
The first step in a marketing research is to define the problem chosen for investigation. This step
is very important since it is said, “a problem well defined is half solved”. On the other hand if the
problem is defined vaguely or a wrong problem is defined or the user is not clarified, then the
investigation is a futile exercise.
So, the study is conducted to know the customer satisfaction about Toonmedia service.
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2.3 SCOPE OF THE STUDY:
The scope of this study is to measure the current satisfaction level of the customer as well as
better understand the customer’s needs from company’s point of view for improving the service
level. It will also analyze the reasons and factors that influences customers’ satisfaction level and
assist to find out the problems with the service of the case company
2.4 OBJECTIVES OF STUDY:
 To understand the satisfaction level of the customers.

 To know the needs of the customers at Toonmedia.
 To understand value addition programme for Toonmedia customers.
 To study customer perception towards Toonmedia consulting PVT.LTD.
 To understand whether increased customer satisfaction led to incremental in the business.
2.5 METHODOLOGY:
Research is process of steps used to collect and analyze information to increase the
understanding of a topic or an issue. It consists of three steps which includes of forming a
question, collection data and also presenting an answer to the question. The research
methodology used here is a descriptive research. A structured questionnaire will be framed
according to the objectives being set and will be distributed to the respondents.
2.6 DESCRIPTIVE RESEARCH: Descriptive research is the study of the existing certain
phenomena. The existing phenomena facts are not known to the people. The description is used
for calculating frequencies, averages and other statistical calculations. Frequently the best
approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative
research often has the aim of description and researches may follow-up with examinations of
why the observations exist and used. The respondents are asking questions on their demographic
interest opinion.
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2.7 SAMPLE DESIGN:
•Sampling unit: The Customers of Toonmedia consulting Pvt. Ltd.
•Sample size: the sample size was 100 respondents.
•Sampling method: The method of sampling used was “convenient sampling”.
2.8 TOOLS FOR DATA COLLECTION
Sources of data
•Primary source
•Secondary source
PRIMARY SOURCE:
Questionnaire method: By preparing Google form of questions to collect response.
The questionnaire consisted of question for consumers which included multiple choice questions,
in order to get first-hand information directly from the end users.
SECONDARY SOURCES:
It is the data, which gives relevant information in the different filed whenever we want there are
different sources available as secondary data
• Research articles
• Journals
• Publications
• Newspaper
• Websites
• Online journals
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PLAN OF ANALYSIS:
The data collected is analyzed and shown in the form of:
• Tables
• Charts
• Graphs
On the basis information collected by the questionnaire the charts and the tables are prepared.
The tabulated data is analyzed with the help of percentages. The result thus obtained will be
shown through charts and graphs. Inferences are drawn and suitable suggestions are given.
2.9 LIMITATIONS OF THE STUDY
 Detail study of topic was not possible due to limited size of the project, as it applies to
Toonmedia consulting Pvt. Ltd. At JP Nagar branch only.
 There was constraint with regard to time allocation for the research study.
 The sample size was restricted to only 100 respondents. The samples were collected only
in the Bangalore. Suggestions and conclusions are based on the response and perception
of 100 respondents.
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Chapter 3:
Company profile
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Company profile
A consulting or practice firm could be a business of 1 or additional consultants

(consultants) that gives skilled feedback to a private or a corporation for a fee. The types of
corporations vary, like technology and advertising corporations.
Consultancy corporations company executives and supply them with consultants, also known as
industry-specific specialists and subject-matter experts, usually trained in management or
business schools. The deliverable of a advisor is sometimes recommendation or a instruction to
follow to attain a corporation objective, leading to a company project. More and more consulting
firms are complementing the strategic deliverables by providing the means to implement the
recommendations, either with the consultants themselves or by providing technicians and/or
experts. This has opened up new markets for these companies. This is called outsourcing.
Consulting services at a part of the tertiary sector and account for many hundred billion bucks in
annual revenues. Between 2010 and 2015, the 10 largest consulting firms alone made 170 billion
dollars growth revenue and the average annual growth rate is around 4%.
TOONMEDIA CONSULTING PVT. LTD.
Toonmedia was founded by young & energetic industry leaders Mr. B.G.Sreedhar& Mrs.
Anuraadha Sreedhar in the month of November 2013.Both promoter of toonmedia having 7+
years good real time business exposure with Japanese various corporate services. Toonmedia is a
Global venture based in India, with head quarter in Bangalore with branches at Chennai, Delhi,
Noida, Gurgoan, Mumbai, Pune & Japan, Singapore.
Our expertise is in the business of Japanese Bilingual Placement, Japanese Language Academy,
Translation & interpretation, Global Career Program & Internship, Real Estate & Serviced
Apartment, Tours & Travels, Management Consulting & Financial Consulting and Event
Management & Media Partner services to especially for our Indians & Japanese expats
25
Management
Mr. B G Sreedhara
Is a leader with multifaceted and dynamic personality with innovative ideas. He has graduated in
Management at Bangalore University 2000. He has 14+ years of experience in Marketing and
Business Development in various fields. He has worked for the APAC region with special focus
on the Bilingual IT market for many years and has helped local Software Companies with their
in-house efforts of staffing of Bilingual Software Engineers. He has also been instrumental in
Bilingual consulting & resource support from India, Singapore, Japan to APAC & vice-versa.
His rich experience in concept selling, people management and understanding client
requirements provides a rock-solid foundation to the Marketing and Business Development of
group of company's
Mrs. Anuraadha M S
She is a Graduate in Science from Bangalore University with more than 10+ years of experience
in the ITES sector. She has in the past worked for MNC’s like iGate Solutions Ltd., Infosys BPO
Ltd. and few large Indian companies. Her industry exposure has proved to be invaluable in
Sakuraa’s day-to-day operations and Administration. In her previous assignments, she was also
well trained in Quality, Recruitment and Client Relationship Management. She presently
manages the off-shore team for the Human Resources Outsourcing functions.
ToonMedia’s core ability revolves around being the pioneer in providing end-to-end solutions
within the verticals of Animation Content Development Services, Software Development, HR
Augmentation Services [Full time Employment, Temporary Contract Staffing and Contract to
Hire]and Business Consulting - Linguistic, Software Marketing, Visual Media Services,
Software Licensing etc., services in IT and IT Enabled Services industry.
ToonMedia’s core ability revolves around being the pioneer in providing end-to-end solutions
within the verticals of Animation Content Development Services, Software Development, HR
Augmentation Services [Full time Employment, Temporary Contract Staffing and Contract to
Hire] and Business Consulting - Linguistic, Software Marketing, Visual Media Services,
Software Licensing etc., services in IT and IT Enabled Services industry.
26
We at Toonmedia, concentrate on hour Consulting, Recruitment and Training services. We

additionally provide our services within the field of Human Resource Development through our
division ToonMedia Consultants. [www.toonmediaconsultants.com] in areas such as Staffing –
Permanent/ temporary/Contract to Hire Placements, Corporate HR Training and Career
workshop Programs, Security Services, Accounting Services in BPO and other HR solutions. We
have wonderful resources that ar if required, willing to relocate in newer pastures. We provide a
chic mixture of folks, a mix that makes it what it is today. Our folks attempt stormily for
excellence at intervals their work areas and with a goal of being the most effective.
We at ToonMedia are heading towards building a position of leadership that both our
clients/customers and job seekers. We are committed to helping organizations increase their
productivity through higher use of human resources and to modify consumer corporations to
attain real competitive advantages.
Permanent / Lateral Hiring
This service offers a pure "search and place" service to the consumer. Backed by a team of
domain consultants ToonMedia is in a position to know and fulfill shoppers desires higher than
the other Placement or hour Consulting agency. With this as its primary strength, ToonMedia
also has:
• An end-to-end solutions approach
• Vast experienced in handling large-scale requirements under pressing deadlines
• The ability to source skill sets from multiple locations in India and Japan
• Well defined processes & Usage of technology to enhance & ensure service levels
27
Business Philosophy
• Client oriented
• Quality driven
• Ethical business practices
• Team care and training
• Team work
• Partnership and Associate program
• Transparency
• Continuous improvement
Strengths
ToonMedia has developed client networks both domestic as well as globally in the past four year
in IT & IT Enabled Services industries. We have international shoppers from Japan, US, UK,
Singapore, France, Sweden, Muscat, Malaysia and Dubai for various domains of business
verticals.
OUR VISION
Adopt innovative and empowering practices to draw in visionary leaders of the information age
and to emerge as a pioneering company within the verticals of Animation, Software, Outsourcing
& Consulting services
28
Key operators of Toonmedia
29
History of the company
30
Our Mentors & Business Advisors
31
Contract to Hire
This is the most popular of the ToonMedia suite of offerings. Under this offering, ToonMedia
would depute, at client’s site, its own Human Resources, for a pre-agreed fee. This offering
comes in 2 flavors:
• Person-month based
• Person-hour based
Temporary to Permanent Placement
This offering comes with an option wherein after a minimum period of a contract, the client can
hire ToonMedia staff, deputed at client site, for a pre - fixed fee to ToonMedia Our Recruiting
Approach
ToonMedia has a world network of consultants and recruiters with years of trade expertise, and a
track record of providing highly qualified IT resources.
Our approach is easy – we have a tendency to keep your desires in mind :
• Job Order: Meeting with you and understanding your needs to develop a comprehensive job
order that reflects your need and culture.
• Screening: Rigorous technical screening telephonically followed by a written test and finally a
face-to-face interview to make sure that only the best talent is presented before the client.
• Reference check: At least two references are queried to verify past experience and antecedents.
• Performance Evaluation: Regular communication with clients to assess performance of our

talent on a project. We also conduct exit interviews after each assignment with all stake holders
to evaluate our performance.
There is a constant tug-of-war between the CFO and CIO. While the CFO feels that the IT
budget comes in higher each year and tangible returns on investment are elusive, the CIO
struggles to minimize operating expenditure, capital investments, and labor costs while still
trying to meet the demand for IT services across the enterprise.
32
Strategic advantages of Outsourcing:-
• Enables strategic and optimum utilization of existing in-house talent.
• Allows organizations to keep pace with the relatively short-term (18-36 month) cycle of
technological change.
• Removes the burden of having to make continuous investments, in hardware and software
upgrades, thereby controlling escalating capital expenditure.
• Takes away the time-consuming and resource-intensive task of having to make frequent
upgrade decisions, interviewing and selecting vendors, and negotiating contracts Commitment
• We will deliver defect free products and services to meet our internal and external customer
requirements on time, every time!
• We have a Customer Retention of 100% in India as well as in Japan and intend to keep it that
way.
• We are pioneers in HR Lateral Recruitment in India for the Japanese Bilingual Engineers
support and proud of it.
Off Shore
1. Geographical transparency
2. Dedicated Center – ISO Certification equal
3. Excellent quality
4. Large pool of resources
5. Equipped to handle a variety of projects
33
Benefits:-
One-stop Shop: With our huge international resources in nearly each technology, we can fulfill
all our client’s needs in no time.
Cost Effectiveness: We are a Principle Vendor/Supplier and we fill most of the needs from our
vast internal resources. We seldom use other agencies to fill client’s need. Our quotes square
measure inclusive of relocation, workmen compensation, medical insurance, accommodation,
payroll, and other expenses.
Quality: Our selections square measure straightforward – solely the simplest would do! and to
vindicate this we offer full one week performance guarantee on each of our consultant.
Personalized Services: On-site visit by dedicated Account Managers / Recruiters to understand

client’s need and culture.
Work Ethics: we have a tendency to believe sturdy work ethics and synchronic growth of
shoppers, partners, vendors and employees
Our Arrangement:-
Working in house technical as well Head hunting IT/ITES recruiters.
Recognition and rewards for outstanding performers from Indian and Japanese IT clients. Tied
up with leading HR consulting company and associates in various cities of India [Bangalore /
Chennai / Pune / Delhi / Hyderabad & etc.] & Japan [Tokyo / Osaka / Yokohama] for the HR
staffing backend works.
• A discussion with PL’s to discuss actual skill requirements.
• Methodical approach from requirements gathering to closure.
• Proven Hit Ratio of 1:1/1:3 (maximum).
• Preferred vendor for many of various IT, IT Enabled Services, and Non Technical companies in
the Silicon Valley “Bangalore”.
34
• An updated database of about 30,000 resumes – out of that 2000 database on Japanese bilingual
verticals.
• Good man-years experience HR Channel Strategic Partners and Associates.
• In-House Employee mentoring and skill up-gradation.
• Quarterly Employee & PL feedback reviews.
Japanese bilingual
Why Japan - Source foam NASSCOM
Japanese IT services market at $108 billion is the second largest in the world with India's share
in the market being 1 to 1.5 billion. Off shoring is limited to 8-10 per cent of the total market
with China being the biggest off shoring partner, accounting for over 50 per cent of the total off
shoring. NASSCOM and PricewaterhouseCoopers have released a report on Japan titled
Opportunities for Indian IT Industry: Japan. The report presents key opportunities and outlines
potential strategies for Indian IT companies to tap the $108 billion Japanese market.
Speaking at the launch, Som Metal, president, NASSCOM, said, "The Indian IT-BPO companies
are fast diversifying into near territories and opening up new opportunities for growth. Currently,
90 per cent of the exports happen to United States and Europe with rest of the world contributing
just 10 per cent. These markets square measure finance in data technology (IT) providing
Brobdingnagian chance."
"Japan as a second largest country economy and extremely enthusiastic about technology
presently constitutes solely a pair of per cent of our exports. With shortage of technical skills in
Japan and pressing want for business transformation, Japan would be a large market. While
Indian firms are targeting this market, a new concerted approach needs to be taken by both
sides," added Mittal.
As per the report, a key element for Japan to retain its competitiveness in the global market
would need the proactive effort by Japanese government and industry to break the traditional
models and that they would got to reach out. They would need to embrace globalization, accept
the advantages of outsourcing and open up service businesses with countries like India.
35
Japanese business houses would have to view IT as strategic enabler, rather than a cost centre.
They would also have to re-look at their current hierarchical structure of IT service providers to
bring in best practices in domain, technology and service delivery, further adds the report.
Some of the key opportunities for Indian IT corporations in addition as potential methods to
faucet the japanese market are been known within the report. According to the report, owning to
a robust industrial and market base for embedded merchandise in Japan, embedded systems and
engineering services gift fast win areas for Indian due to their high market demand, low language
dependence and high offshore ability. Alliance with the highest and second tier players may be a
smart entry strategy, as well as with the increased acceptance of foreign business practices,
official government policy to attract FDI, changes within the legal, tax and accounting
regulations complemented with the increasing muscle of the Indian IT companies, mergers and
acquisitions is a viable alternative indicating strong commitment to Japanese clients.
Embedded systems development and engineering and R&D services are the prospective quick
win service offerings for Indian vendors. Application development and maintenance area unit
consecutive massive opportunities. Increased disposition by Japanese corporations to adopt
prepacked merchandise over custom development within the wake of worldwide competition.
This offers implementation opportunities for Indian corporations, says the report.
The report additionally points out that setting offshore development centre in China is another
strategy as China is presently a most well-liked location for outsourcing low-end development
work by Japanese shoppers due to its cultural and geographical proximity.
Services In
Permanent / Lateral Hiring
This Japanese Bilingual service can supply a pure "search and place" service to the consumer.
Backed by a team of Domain consultants ToonMedia is in a position to know and fulfill clients'
desires higher than the other Placement or unit of time consulting Agency. With this as its
Primary strength, ToonMedia also has:
36
• An end-to-end Solutions approach
• Vast experienced in handling large-scale requirements under pressing timeframes
• The ability to source skill sets from multiple locations in India and Japan.
Well defined processes & usage of technology to enhance and ensure service levels Contract to
Hire. This Japanese Bilingual services is the most popular of the ToonMedia suite of offering.
Under this providing, ToonMedia would depute, at clients site, its Human Resources, for a fee
that has been agreed with the client. This offering comes in 2 flavours:
• Person-month Based
• Person-hour Based
Language Training
We have been providing economical and prime quality Japanese language coaching
victimization our distinctive skills and teaching ways although supply strategic business partner
in metropolis.
Language Translation
• Technical Specifications & RFP
• Business Proposals
• Employment Contracts and Legal
• Documentation
• Web Site
• Translation
• Localization
• Software Localization
• Voice Over
37
• Dubbing
• Desktop Publishing
Language Interpretation
We provide Consecutive language interpretation services, Simultaneous interpretation services,

business interpretation services as well as Personal interpreters in English as well Japanese
languages. Interpretation is finished by Interpreters possessing high proficiency in linguistics of
the given language combination and having technical data within the field fixed by the consumer
Onsite Support
Geographical transparency in Japan Dedicated Center – ISO Certification equal ,Excellent

quality in finish to finish achievement giant pool of Japanese Bilingual Resources Equipped to
handle a range of comes in Japan
Corporate training
Now a day’s business has become intensely competitive and demanding. It is a metamorphosis
driven by technology wherever client is that the king and calls all the shots. Hence in such a
difficult state of affairs , individual and organizational performance is the key word. The
challenge now's to realize additional Business with a similar quantity of your time and resources.
The need to maximize time and efforts has given rise to the requirement learn and learning to be
told on the go. ToonMedia can create this powerful dynamic in your organization. As corporates
align their human resources to their business goals ;
1. We understand this and design our training as per the demands ad priorities
38
2. We can assist you clarify strategy, identify gaps in the current skills, attitudes and behaviors
of your employees
3. We provide the consulting and training that closes those gaps and Provide training solutions to
corporate clients and Institutes across all domains (verticals & across levels)
In house Content Development Team
Majority of business is repeat business from existing clients Also provide HR solutions We are
dynamic & competent professionals with 25 years' of experience between them in
Entrepreneurship/ Training & Mentoring/ Human Resource Management/ promoting
Management and Education they're capable in rendering services in Life Skills coaching, Soft
Skills Training & Technical Training across a range of Domains Have proven experience in
Customizing coaching Resources and Managing Key client needs for escalating their happiness
levels. Are proficient in developing Training plans after methodical analysis of Business
requirements and HR Potential Are exemplary communicators with dexterity in Training,
Mentoring and Motivating Individuals and Team.
Human Resources Development
ToonMedia promotes Corporate Training through of- HR Development Dimensions in the

following areas: HR Training
• Developing Emotional Intelligence
• Developing Leadership and Managerial Competencies, Assessment of People Competencies
• Building Value Based Competencies for success
• Managing Emotions - Competency Approach to Emotional Intelligence
• Competency Modeling - Developing Competency Model for organizations, Jobs and Working
Groups
• Managing Results (Time and Stress Management)
39
• Goal Setting Process
• Performance management process
• Effective communication
• Behavior Based interviewing
• Multi point feedback system ( 360 degree catalyst for change)
• Behavior based safety
• Coaching pilot ( training to prepare coaches for people development)
• Team leadership and team fitness
• 5 P model - living 7 habits of the highly effective people
Career Workshop
Our Career Workshop program brings you over god years of career development expertise based
on the identification and development of natural ability. Whether you are interested in working
with us as an individual or an organization, we will tailor the workshops and one-on-one work to
your needs. The Career Workshop can increase self and team awareness, reaffirm career
decisions, motivate individuals and help create new thinking around career paths and goals.
Workshop Methodology
Some of the Presentations, Quiz, Case Studies, Tests Exercises, Group Discussion, Individual
Feedback, and Individual Coaching plans and follow up sessions:
40
Modules of Career Workshop
Know yourself-Manage Yourself Creating Mission and Vision Set Goals and Execute
Communicate Effectively Develop Competencies, People Excellence Achieve results and attain
Perfection Other Services Facilitating to build Mission, Vision and Business Ethics Re-
engineering Human Capital alignment with World Class best Practices Individual Coaching for
Emerging Leaders and Developing HR Processes Manual , Developing Business Integrity
systems and processes Competency Assessment for Senior Positions, Developing Organizational
Competency Model, Developing Competency Based Job Specifications.
Payroll Survey
We conduct need based salary survey. Objective is to provide inputs regarding salary-industry
wise, designation wise and experience wise to our clients and there by contributing to effective
parity structure
HR Policy
We firmly believes in process for which policies act as baseline. With the help of professional
team members, we provide complete information on how to write effective HR Policy keeping in
view mission, vision and goals of the organization
Backward Screening
Though hiring a right candidate for an organization is challenging, tracking the information on
candidate's exact experience, education is even more challenging these days. We outsource
backward screening activity and there by adding value to effective hiring
41
CLIENT PROFILE
42
43
44
45
CHAPTER: 4
DATA ANALYSIS AND INTERPRETATION:
46
Table 4.1 Classification of respondents on the basis of age group
Particulars No of respondents Percentage
18-25 65 65 %
26-35 22 22%
36-45 08 08%
Above 46 05 05%
Total 100 100
Age of respondents
70
60
50
40
30
Age of respondents
20
10
0
18-25 26-35 36-45 Above 45
ANALYSIS: From the above table it is clear that 65% of respondents come under the age
group of 18-25years. 22% of respondents belong to the age group of 26-35 years, and 08% of the
respondents are from 26-45 years and above 45 years are only 5%.
INTERPRETATION: So from above data we can conclude that the most of Toonmedia
customers are young people i.e. between 18 – 25 ages.
47
Table 4.2: Classification of respondents on the basis of gender profile
Particulars Respondents Percentage
Male 72 72%
Female 28 28%
Total 100 100%
Gender
28
Male
Female
72
ANALYSIS: From the above table 28% of the respondents were female, rest 72%were male.
INTERPRETATION: We can see above graph that males have given more than percentage of
response to wards the Toonmedia and female’s response is only percentage.
48
Table 4.3 classification of respondents on the bases of education Qualification
PUC 5 5%
DEGREE 10 10%
PG 80 80%
OTHERS 5 5%
Total 100 100%
Educational qualification
90
80
80
70
60
50
40
30
20
10
10 5 5
0
PUC DEGREE PG OTHERS
Educational qualification
ANALYSIS: From the above table it is clear that 80% of respondents are coming under the
educational qualification of PG, 10% of respondents belongs to the educational background of
degree, and 5% each are from PUC and others.
INTERPRETATION: From the above analysis it is observed that most respondents are under
PG background, they have the knowledge of Toonmedia but PUC and degree students are still
youngsters.
49
Table 4.4 classification of respondents on the basis of occupational background

Govt. Employee 10 10%
Private- employee 10 10%
Student 70 70%
Other 10 10%
TOTAL 100 100%
Occupation
80
70
60
50
Govt. Employee
40 Private- employee
30 Student
20 Other
10
0
Govt. Employee Private- Student Other
employee
ANALYSIS: From the above table it is found that 70% of the respondents are Students, 10% of
the respondents are Govt. employees, private- employees and others respectively.
INTERPRETATION: From the above analysis it is observed that students have high interest
for Toonmedia than others.
50
Table 4.5.Customers response towards awareness of Toonmedia
Yes 90 90%
No 7 7%
Maybe 3 3%
Awareness
7 3
Yes
No
Maybe
90
ANALYSIS: 90% of them know or aware about the Toonmedia and only 7% of them don’t have
idea and 3% of them maybe knowing the service.
INTERPRETATION: Most of them know about Toonmedia because it is well established

brand in the Indian market.
51
Table 4.6. Customer’s response towards the source of Awareness about the Toonmedia
TV advertisement 49 49%
Paper advertisement 10 10%
Friends and relatives 33 33%
Others 08 08%
INFORMATION
60
49
50
40
33 TV advertisement
30 Paper advertisement
20 Friends and relatives

10 Others
8
10
0
TV Paper Friends and Others
advertisement advertisement relatives
ANALYSIS: From the bar graph 49% of them know or aware about the Toonmedia TV by
and 10% of them by paper advertisement and 33% by friends and relatives and 8% by others.
INTERPRETATION: From the above chart we can say that TV advertisement is more
effective and company should improve the paper advertisement and word of mouth and form
different promotional strategies to reach customers effectively.
52
Table 4.7.Customers response with the pricing of Toonmedia
YES 82 82%
NO 18 18%
Satisfied of pricing
YES
NO
ANALYSIS: From the above table we can say that 82% of customers are satisfied of pricing
and18%of respondents are not satisfied.
INTERPRETATION: It is a good symbol for Toonmedia that majority of customers are

satisfied with the pricing and find the solution for 18% of customers with their issues.
53
Table 4.8.Which service you get in Toonmedia?
Particular No of respondents Percentage %
IT solution 37 43.75 %
Consulting 25 31.25%
Software Development 15 18.75%
Others 5 6.25 %
TOTAL 82 100 %
120.00%
100.00%
80.00%
PERCENTAGE
60.00%
40.00%
Percentage %
20.00%
0.00%
IT Solution Consulting Software Others TOTAL
Development
Toonmedia
ANALYSIS: In the above graph repenting Toonmedia IT Solution is would have 43.75%,
respondents, Consulting would have 31.25% respondents, Software Development is would
have 18.75% respondents, others would have 6.25 % respondents.
INTERPRETATION: In above graph as to IT Solution 43.75% highly respondents to all those

service are to have Toonmedia.
54
Table 4.9.Customers satisfaction towards the services of Toonmedia
Yes 70 70%
No 9 9%
Maybe 21 21%
colour
Yes
No
Maybe
55
Table 4.10.Response of customers regarding the information given at Toonmedia
Yes 81 81%
No 19 19%
Satisfaction level on information

0
9
Yes
No
Maybe
81
ANALYSIS:
From the above table many of them got sufficient information around 81% and 19% of
customers not got the information.
INTERPRETATION:
From the above graph we can say that with different satisfaction level. The more number of
customers are satisfied with information given by the Toonmedia. Only 19% of customers are
not satisfied with the information but company should look upon this to satisfy the customers.
56
Table 4.11.Customers response towards satisfaction on promotional activities done by the

company
Highly satisfied 12 12%
Satisfied 60 60%
Unsure 25 25%
Dissatisfied 02 02%
Highly dissatisfied 01 01%
Level of satisfaction on promotional activities.

60
60
40
12 25
20 Highly satisfied
0 2 Satisfied
1
Series 1 Unsure
Dissatisfied
Highly dissatisfied
ANALYSIS: From the above table we can say that 60% are satisfied, and25% are unsure, and
12% are highly satisfied, and 3% of them are not satisfied with the promotional activities done
by Toonmedia.
INTERPRETATION: More than half of the customers are satisfied with promotional activities
done by Toonmedia. The company still has potential to convert its customers into highly
satisfied category by providing good promotion that reaches to the customers.
57
Table 4.12.Responses of customers with parameters regarding Toonmedia.
Particulars Price Job Solution Software Language Quality Corporate Social Given
level of IT Development Class of Training Services Results
service
Excellent 25% 15% 25% 25% 35% 15% 30% 20% 20%
Very good 25% 25% 30% 25% 15% 35% 20% 25% 25%
Good 20% 40% 10% 25% 10% 25% 25% 30% 30%
Average 20% 15% 35% 5% 25% 15% 20% 10% 10%
Poor 10% 5% 0% 20% 15% 10% 05% 15% 15%
100%
20 25 10
30 15
90% 10
20 25 Given Result
80% 30 20
30 15 Social service
20
70% 15
25 5 Corporate Training
15 35
60% 10
25 25 Quality of service
50% 35 15
10 5 15 Languge class
40% 25
25 25 Software Development
35
30% 30 10
25 20 Solution of IT
20% 40 15
15 25 0 Job level
5
10%
25 25 20 20 10 Price
0%
Excellent Very good Good Average Poor
Interpretation and Analysis: From the above graph we can say that many are satisfied with the
parameters of Toonmedia with their different perception and satisfaction level of customers.
58
Table 4.13. Response of customers regarding satisfaction about service.
PARTICULARS NO OF RESPONDENTS Percentage
Highly satisfied 29 29%
Satisfied 36 36%
Neutral 19 19%
Dissatisfied 11 11%
Highly dissatisfied 5 5%
Total 100 100
40%
35%
30%
25%
20%
36%
15% 29%
10% 19%
5% 11%
5%
0%
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
ANALYSIS: It is shown that 29 rated as highly satisfied, 36 Satisfied, 19 are neutral, 11 are
dissatisfied, 5 highly dissatisfied respectively.
INTERPRETATION: It is shown that 29% rated as highly satisfied, 36% Satisfied, 19% are
neutral, 11% are dissatisfied, 5% highly dissatisfied respectively.
59
Table 4.14 Response of the most attractive features in Toonmedia
ANSWERS NO OF PERCENTAGE
RESPONDENT
QUALITY 12 24
DESIGN 22 44
PRICE 10 20
OTHERS 06 12
TOTAL 50 100
100
80
60 QUALITY
DESIGNE
PRICE
40 OTHERS
TOTAL
20
0
NO OF RESPONDENT
60
ANALYSIS:
From the above research table it is understood that 24% of the respondents told quality, 44% are
told design, 20% are told price and 12% are told other source.
INTERPRETATION:
From the above analysis shows that customers are highly attracted with product quality and
design.
61
Table 4.15.Customers response towards customer service excellence and CRM at

Toonmedia
Strongly agree 15 15%
Agree 55 55%
Maybe 25 25%
Disagree 05 05%
Strongly Disagree 00 00%
60 Respondents
55
50
40
30 25
20 15
10 5
0
0
Strongly agree Agree Maybe Disagree Strongly DIsagree
Strongly agree Agree Maybe Disagree Strongly DIsagree
ANALYSIS: From the above table we can say that 15%of people strongly agree that
representatives were professional and 55% of people do agree service provided by
representatives and 25% people are unsure about their decision.
INTERPRETATION: From the above graph we can say that more number of people agree that
representatives acted professionally. But organization should also look for customer effective
strategies for the best interest of customer.
62
Table 4.16.Where Toonmedia stands according to your preference
Particular No of respondents % of respondents
Good 84 56%
Average 52 34.67%
Poor 14 9.33%
Total 150
90
80
70
60
50
No of
40 respond
ents
30
20
10
0
Good average Poor
ANALYSIS: In the survey conducted the respondents were to rate Hyundai when compared
with its car features were it found that 56% gave a good response 34.67% gave satisfied response
and 9.33% respondents are Dissatisfied.
INTERPRETATION: The customers are ranked much for good, where 56% of the customers
are good satisfied with the entire service and 34% customers were averaged the service it may
regarding to the awareness of the service and few customers rank to the poorness where they are
mainly looking for luxury services.
63
Table 4.17.Customer response regarding to the quality of service in Toonmedia.
Yes 91 91%
No 9 9%
Satisfaction level on quality
Yes
No
Maybe
ANALYSIS: From the above table 91% of respondents are satisfied with the quality and 9% of
them are not satisfied.
INTERPRETATION: From the above graph we can say that Toonmedia with different
customer’s perception and satisfaction level. The more number of customers are satisfied with
quality of service may be with the parameters like price and some others. Only 9% of customers
are not satisfied with the quality of service.
64
Table4.18.Ratings of customers after get service at Toonmedia
Particulars Ratings
Least 1
Highest 5
Ratings
5 0
4 60 1
2
3 15 3
4
2 20 5
1 5
0 10 20 30 40 50 60
ANALYSIS: From the above table we can say that 60%of people agree that after get service was
good and 20% of people opted as bad service provided by representatives after get and 15%
people are unsure about their decision maybe or may not and finally 5% respondents selected as
very poor.
INTERPRETATION: From the above graph we can say that 60%of people agree that
representatives were co-operative after get service and 15% of people do agree service provided
by representatives after get was good and 25% and 5% people gave least scores because of may
be with some miscommunication but company should recover this gap.
65
Table 4.19.Customer response towards recommendation of Toonmedia services to others
Strongly agree 46 46%
Agree 38 38%
Maybe 10 10%
Disagree 06 06%
Strongly Disagree 00 00%
Respondents
50 46
45
40 38
35
30
25
20
15
10
10 6
5
0
0
Strongly agree Agree Maybe Disagree Strongly Disagree
Strongly agree Agree Maybe Disagree Strongly Disagree
66
ANALYSIS:
From the above table we can say that 46%of people strongly agree that recommend services to
others and 38% of people do agree and 10% people are unsure about their decision and 6%
disagree to recommend.
INTERPRETATION:
From the above graph we can say that expectation with Toonmedia services with their different
perception and satisfaction level of customers that many are interested to recommend services to
others some of them are unsure and some are disagreeing with the recommendation of services to
others.
67
CHAPTER: 5
FINDINGS, SUGGESTIONS AND

CONCLUSION
68
FINDINGS:
Most respondents are under PG background, they have the need of planning for their career but
PUC and degrees students are still have time to plan.
1. Students have high interest and they have need of their career to start than others
2. It is observed that there are more number of people know about Toonmedia Most of them
know about TV advertisement is more effective and company should improve the paper
advertisement and word of mouth and form different promotional strategies to reach
customers effectively.
3. Majority of customers are satisfied with the pricing and find the solution for 18% of
consumers with their issues.
4. Most of them are satisfied with the service of Toonmedia.
5. The more number of customers are satisfied with information given by the Toonmedia.
Only 19% of customers are not satisfied with the information but company should look
upon this to satisfy the customers
6. The company still has potential to convert its customers into highly satisfied category by
providing good promotion that reaches to the customers.
7. Many are satisfied with the parameters of Toonmedia with their different perception and
satisfaction level of consumers.
8. The more number of customers are satisfied with service given by the Toonmedia. Only
19% of consumers are not satisfied with the service but company should look upon this to
satisfy the customers
69
9. The more number of consumers are satisfied with quality of Toonmedia may be with the
parameters like content quality and some others.
10. Most of the people agree that the response of service excellence and CRM at Toonmedia
is very effectively managed by the company.
11. The more number of customers are satisfied and agree that the company is very good and
should maintain the same quality but then 14% of the people opts for poor preference of
Toonmedia with the some reasons.
12. Many of the customers are interested to recommend product to others some of them are
unsure and some are disagreeing with the recommendation of product to others.
13. That more number of people looks for convenience than a brand. And company should
look for the strategies for this particular issue.
14. More number of people agrees that representatives acted professionally. But organization
should also look for customer effective strategies for the best interest of customer.
15. The study also revealed that customers wanted reduction in price of the service
70
SUGGESTIONS:
 The company should develop effective marketing strategies like Advertisement,

promotional activities, price discounts etc... to create awareness in untapped market.
 The company should retain old customers as much as possible with some good offers and
discounts because getting new customers in to the company is much more difficult than
retaining existing customers.
 The company should try to increase the quality of the service and take the responsibility
of replacing the service in case if any sub-standard quality.
 The company should focus on soft skills of representatives to provide information about
the services effectively.
 The Company should produce high quality products for customers.
 The Company should think and serve the service according to the preference of
customers.
 The Company should do survey, for understanding different category peoples.
 The company should give festival offer, discount to the customers.
71
CONCLUSION:
Since market has large number of competitors like Naukri.com, shine, Tata IT solution, IBM,
IFLAC, FluenC, etc., it is necessary for company to gain substantial market share, which calls
for marketing strategy, which includes advertising, distribution and thus gaining competitive
edge in the market field.
The company has maintaining present status, so I have to give some suggestions to company
those suggestions able to success. They are given to meaningful co-operation.
Company have a high competitors in the marketing so company should think about the cost and
quality difference. Then they have to serve high quality services for the perfect customer
satisfaction.
72
BIBLIOGRAPHY
Books or Referred:
1. The Marketing Gurus by Chris Murray, 2009
2. MARKETING MANAGEMENT BY PHILIP KOTLER, Kevin Lane Keller 14th edition,

2009, Pearson education.
Project Reports Referred:
Marketing Mix project of Bangalore University in year 2013
Promotional Strategies project of Karnataka University in 2016
Customer Satisfaction project of Telangana University in 2015
Websites Referred :
www.ijsr.com
www.elsevier.com
www.ToonMedia.com
www.Sakura.com
www.inflibnet.ac.in
73
ANNEXURES
Questionnaire
1. NAME *
2. AGE *
a) 18-25
b) 26-35
c) 36-45
d) ABOVE 46
3. GENDER *
a) Female
b) Male
c) Prefer not to say
4. QUALIFICATION *
a) PUC
b) DEGREE
c) POST GRADUATE
d) OTHER
74
5. OCCUPATION *.
a) GOVT EMPLOYEE
b) PRIVATE EMPLOYEE
c) STUDENT
d) OTHER SPECIFY
6. Are you aware of Toonmedia?
a) Yes
b) No
c) Maybe
7. IF "YES" how did you get to know about the Toonmedia?
a) TV advertisement
b) Paper advertisement
c) Friends and relatives
d) Others
8. Are you satisfied with the pricing of Toonmedia?
a) Yes
b) No
9. Which service you get in Toonmedia?
a) Consulting services
b) IT solutions
c) Software Development
75
d) Others
10. Are you satisfied with the service of Toonmedia?
a) Yes
b) No
c) Maybe
11. Are you satisfied information given at Toonmedia?
a) Yes
b) No
12. What is your satisfaction level on promotional activities done by Toonmedia
a) Highly satisfied
b) Satisfied
c) Unsure
d) Dissatisfied
e) Highly Dissatisfied
13. How would you rate the following parameters regarding Toonmedia?
a) Excellent
b) Very good
c) Good
d) Average
e) Poor
76
14. How well does the service meet your expectations?
1 2 3 4 5
Least Highest
15. Which are the most attractive features in Toonmedia?
a) Quality
b) Time
c) Price
d) Other
16. Whether service representatives were professional and acted to your best interest?
a) Strongly agree
b) Agree
c) Maybe
17. Where Toonmedia stands according to your Preference?
a) Good
b) Average
c) Poor
18. Are you satisfied with quality of service at Toonmedia?
a) Yes
b) No
77
19. How will you rate after get service at Toonmedia?
1 2 3 4 5
Least priority Highest priority
20. Would you recommend Toonmedia service to others?
a) Strongly agree
b) Agree
c) Maybe
d) Disagree
e) Strongly disagree
21. Which service will be improved in Toonmedia?
a) Consulting services
b) IT solutions
c) Software Development
d) Others
22. Any suggestions to improve Toonmedia.
78
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“A study on customer satisfaction towards Toonmedia consulting Pvt. Ltd.

1.1: INTRODUCTION TO THE TOPIC:

The Information Technology Association of America (ITAA) explains 'information technology'

1.2: INDUSTRY PROFILE:

Tight tech market

About CompTIA(Computing Technology Industry Association)

The History of Information Technology

As computers evolved, the concept of a compiler, or interpreter, became possible. This is a

The Information Revolution

Phase I: Prior to 1980

Phase II: 1980-1990

Phase III: 1990-2000

Phase IV: Post 2000

Background of the Study

(A) Relevant Marketing theory of Customer satisfaction

In general satisfaction is a person’s feeling of pleasure or disappointment resulting

(B) Fundamentals of customer satisfaction

Factors influencing customer satisfaction:

Need To Study customer satisfaction.

This element also includes the conciseness and clarity of content.

2. Was the wording of any written materials clear?

3. Were the multimedia materials clearly visible and audible?

1. Was the trainer knowledgeable in the subject matter?

REVIEW OF LITERATURE AND RESEARCH DESIGN

2.1 REVIEW OF LITERATURE:

Kristin Shabby Human centric customer service centre US states that

Assuring consumer satisfaction

ROLE OF CUSTOMER SATISFACTION IN THE MARKET

Sivadass, E. & Baker-Prewitt, J. 2000. An Examination of the Relationship Between

Managing Customer Dissatisfaction through effective, complaint Management Systems.

Satisfaction and positive attitude

Zeithaml, V., Bitner, M. 2006. Services marketing. New York: McGraw-Hill.

Selection as per perceived risk

2.2 STATEMENT OF THE PROBLEM:

2.3 SCOPE OF THE STUDY:

2.4 OBJECTIVES OF STUDY:

 To understand the satisfaction level of the customers.

2.7 SAMPLE DESIGN:

•Sampling unit: The Customers of Toonmedia consulting Pvt. Ltd.

•Sample size: the sample size was 100 respondents.

•Sampling method: The method of sampling used was “convenient sampling”.

2.8 TOOLS FOR DATA COLLECTION

Questionnaire method: By preparing Google form of questions to collect response.

The data collected is analyzed and shown in the form of:

2.9 LIMITATIONS OF THE STUDY

A consulting or practice firm could be a business of 1 or additional consultants

TOONMEDIA CONSULTING PVT. LTD.

We at Toonmedia, concentrate on hour Consulting, Recruitment and Training services. We

Permanent / Lateral Hiring

• An end-to-end solutions approach

• Vast experienced in handling large-scale requirements under pressing deadlines

• Ethical business practices

• Team care and training

• Partnership and Associate program

Key operators of Toonmedia

History of the company

Our Mentors & Business Advisors

Temporary to Permanent Placement

Our approach is easy – we have a tendency to keep your desires in mind :

• Performance Evaluation: Regular communication with clients to assess performance of our

Strategic advantages of Outsourcing:-

• Enables strategic and optimum utilization of existing in-house talent.

2. Dedicated Center – ISO Certification equal