Assignment - 5

Business Research Method

Questionnaire Design

Submitted By:

GROUP-3

PGDM PART TIME 2019-2022

Name Roll No. Email id

Ashish Vig 19PT-003 pt19ashishvig@imt.ac.in
Kapil Arora 19PT-005 pt19kapilarora@imt.ac.in
Pradeep Kumar 19PT-009 pt19pradeepkumar@imt.ac.in
Yawar Khan 19PT-018 pt19yawarkhan@imt.ac.in
 Introduction

India is the Second highest producer of the steel in the world. RINL(Rashtriya Ispat Nigam Ltd.) is
one of the top producer of steel in India. Also known as Vizag Steel, is a public steel producer
based in Visakhapatnam, India. Rashtriya Ispat Nigam Limited (RINL) is the corporate entity
of Visakhapatnam Steel Plant (VSP), India's first shore-based integrated steel plant built with
state-of-the-art technology. Visakhapatnam Steel Plant (VSP) is a 7.3 MTPA plant. It was
commissioned in 1992 with a capacity of 3.0 MTPA of liquid steel. The company subsequently
completed its capacity expansion to 6.3 MTPA in April 2015 and to 7.3 MTPA in December 2017.
The company is having one subsidiary, viz. Eastern Investment Limited (EIL) with 51%
shareholding, which in turn is having two subsidiaries, viz. M/s Orissa Mineral Development
Company Ltd (OMDC) and M/s Bisra Stone Lime Company Ltd (BSLC). The company has a
partnership in RINMOIL Ferro Alloys Private Limited and International Coal Ventures Limited in
the form of Joint Ventures with 50% and 26.49% shareholding respectively.

RINL, with an exclusive product mix of longs, is the largest producer of "Bars and Rods" in the
country with a market share of 9.5% in 2018–19 (Source: JPC) and has recorded an annual
turnover of Rs.20,844 crore (Prov.) in 2018–19. The products of RINL include Rebars, Wire Rods,
Rounds, Structurals, Blooms & Billets, and Pig Iron and the company also markets the resultant
by-products like coal chemicals (Ammonium Sulphate, Benzol products, etc.) and Slag. RINL
products are known for its quality RINL is one of the major players in the country for Long
Products having three Captive Mines and 25 Marketing Branches Pan India.
 Literature Review:

RINL , brand Image is not very well accepted in the market in comparison with his competition
like TATA & SAIL . Customer feedback is not so good about certain product variants and the
perception of the end user is better for other brands in terms of Quality , packaging & Finishing
of the product .RINL is also unable to track customers to whom retailers sell their product. It
might be possible that distributor are selling product to rural areas and small customer but it’s
database is not maintained by company .

Exploratory Research:

To resolve this business problem, a feedback survey is conducted with the retail distributor about
the product quality, satisfaction level with product, prices comparison to others, reach, after sale
&service etc. This will help us to know about customerexpectation, problems and real time
experience with RINL products. Accordingly, a business plan will be prepared for penetration in
rural& small segment market.

Interviewee: Mr Gurmeet Singh of Gurunaam Steel Works, Noida Uttar Pradesh ( Authorised
Distributor of RINL )

Customer Interaction: https://drive.google.com/file/d/1fJLBB7DnruZF8qROMyfF-

tLWxa6ShoYL/view

Based on the depth interview, we have find out below concepts & constructs and based on that
hypothesis formed.
Concepts:

• Low sales of RINL products in rural areas.

• Recommendation of Architect, mason etc.
• Rural Area
Constructs:

• Low demand
• Information & communication
• Easy availability of local brands
• Less promotion
• High price as compared to local brands
• Quality of product
• Brand Identification crisis

Hypothesis:

H1: Low demand of branded products in rural areas has significant impact on low sales of RINL
product.

H2: Less information about the products has significant impact on low sales of RINL product.

H3: Easy availability of local brands has significant impact on low sales of RINL product.

H4: Less promotion activities by RINL has significant impact on low sales of RINL product.

H5: High price as compared to local brands has significant impact on low sales of RINL product.

H6: Quality of product has significant impact on low sales of RINL product.

H7: Brand Identification crises due to multiple brand name, customer unable to register brand

name in comparison to TATA & SAIL

To test hypothesis we need data,for that a customer survey questionnaire is prepared. (Exhibit-
1)
 Exhibit -1
CUSTOMER SURVEY QUESTIONNAIRE
Customer study for Rastriya Ispat Nigam Limited
(Visakhapatnam Steel Plant, Visakhapatnam)

Buyer Company Name :___________________________________________________________________

Contact Person: Email:____________________________________

Address: Contact No.:

Section A – Customer Profile

1. Type of Customer Organization ( Pl Tick/enter the appropriate number)

Project Industrial (Manufacturer) NSIC(1) RDS Retailer

2. How long are you associated with VSP (Please ( ) on the appropriate boxes)

Up to 5 years 6-10 Years1 1-15 Years 16-20 Years More than 20 Years

3. Is VSP your sole supplier at present?

Yes No

4. If no, pl mention names of the other suppliers with percentage of Business

Name of the Supplier % of the Business with Others

SAIL

TATA STEEL

JINDAL

Others- Mention Name

Reason for association with others _____________________

5. Please mention purchase capacity per annum (Tons) across all suppliers

<150 Tons > 150 T – 1000 T 1000 T – 1500 T >1 500 T

6. Actual Total purchase in MT from all suppliers:

7. Supply to rural area vs urban area

a) More in Rural Area

b) More in Urban area

c) Approx equal in both

Section B – Customer Perception

While doing business with RINL, Please rate the following attributes on a scale of 1 to 7 to assess your satisfaction
levels as per criteria below:

1.Extremely Dissatisfied 2. Moderately Dissatisfied 3. Slightly Dissatisfied 4. Neutral

5. Slightly satisfied 6. Moderately satisfied 7.Extremely Satisfied.

Customer Perception Extremely Moderately Slightly Neutral Slightly Moderately Extremely

Dissatisfied Dissatisfied Dissatisfied satisfied satisfied Satisfied
A. Pre-sales Aspects

Technological assessment

1.Range of Products

2.Product customization as
per requirement

3,Overall improvement
based on feedback

B. Commercial Assessment

4.Price of product

5.Value for money (w.r.t)

Price & quality)

6. Commercial terms
(Credit & Discounts)

7. Flexibility in commercial
terms
C.Personnel Assessment

8.E-initiatives (such e-sales,

e-payment etc)

9.Technical expertise of
sales personnel

10.Speed of response

11.Behavior of sales
personnel

D. Product related aspects

12.Product Delivery

13.Assessment of Product

14.Assessment of delivery
committed.

15.Completeness of supply
as per order

16.Package/Stacking quality

17.Stock yard facilities

E. Product quality
(Technical)

18. Quality of product

(Mechanical, Chemical,
Uniformity etc.,)
19. Product performance

20. Product life / durability

F. Post Sales Services

21. Adherence to terms and

polity of warranty

22. Product training &

technical support

23. Compliant handling

 24. Settlement time for
Quality Complaints

25. Settlement of accounts

and billing

2. Describe difficulties faced in rural area selling

I. ………………….

II. ………………

Segment C – Overall Satisfaction level

1. Kindly rate the following attributes, on a scale of 1 to 7 to access your satisfaction levels as per criteria
below:

1. Extremely Dissatisfied 2. Moderately Dissatisfied 3. Slightly Dissatisfied 4. Neutral

5. Slightly satisfied 6. Moderately satisfied 7.Extremely Satisfied.

What is the level of overall satisfaction towards Products & Services of VSP?

Overall Satisfaction level VSP

1. Overall Customer Satisfaction

2. According to you, how VSP is different from other suppliers? Or What makes VSP stand out then other
competitors?
a. ____________________________________________________________________________

3. In your opinion which is the three areas you would recommend VSP to improve upon or mention your
expectations from VSP to penetrate in rural area?
(New products, product promotion, CRM module user friendliness)

1. _____________
2. _____________
3. _____________
 Segment D–Customer Experience Index
1. According to you, would you recommend VSP to others for business purpose?

Most Definitely 7

Definitely 6

More likely 5

Probably 4

Might or might not 3

Probably not 2

Definitely not 1

2. What was the outcome of your purchase of VSP Products in relation to expectation?

1. Exceeded Expectations 2. Met Expectations 3. Did not meet Expectations

3. How likely are you to use/purchase the product again from VSP Branch?

Definitely 6

Probably 5

Might or might not 4

Probably not 3

Definitely not 2

Never used 1

4. Any other observations or suggestions:

1. _______________________________________________________________________

2. _______________________________________________________________________

5. What is the level of overall satisfaction towards RINL vis a vis other suppliers?

Exceptional -7, Excellent -6, Very Good-5, Good-4, Fair-3, Poor-2, Very Poor-1
Don’t Know/Can’t Say-9
 Parameter VSP SAIL TISCO JSW JSPL

Quality of Products

Pricing

Pre-Sales Services

After Sales Services

Delivery timelines

Availability of Products

Behavioral aspects& Other Initiatives

Stockyard facilities

Satisfaction by end user

6. Over the next 12 months, how likely increase or decrease your order level and why?

a) Increase by 25%
b) Increase by 50%
c) Maintain the same level
d) Decrease by 25%
e) Decrease by 50%
7. Would you recommend the product to others?

a) Most Definitely
b) Definitely
c) More likely
d) Probably
e) Might or might not
f) Probably not
g) Definitely not

5. Would you recommend anybody to take-up the opportunity to work as a Partner for RINL?

Yes Neutral No