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A STUDY ON CUSTOMER SATISFACTION TOWARTS PLASTIC PRODUCT WITH SPECIAL REFERENCE ON UNITECH PLASTO COMPONENTS PRIVATE LTD, CHENNAI.

A PROJECT REPORT Submitted by

R.VEL MURUGAN (Reg.No:99610631047)


in partial fulfilment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION IN

Sri Vidya College of Engineering and Technology Virudhunagar

ANNA UNIVERSITYOF TECHNOLOGY, TIRUNELVELI

APRIL 2012

ACKNOWLEDGEMENT
First I thank the GOD for his presence and guidance which he showed upon me through the project. I express my sincere thanks to Dr.MUTHU, ME., Ph.D. Principal, Sri Vidya College of Engineering and Technology, Virudhunagar for providing necessary facilities for smooth conducting of the project work. I thank from the core of my heart Mr.J.JOHN IRUDAYA SUDHAKAR Head of the Department of Management Studies, Sri Vidya College of Engineering and Technology, Virudhunagar for permitting me to undertake this project work. I express my sincere gratitude to Managing Director Mr.S.SHANMUGAVEL and External Guide Mr.A.BALA MURUGAN, for their valuable guidance during the project work. I extend my gratitude to Internal Guide Mr. T.MUTHU PANDIAN for his guidance and encouragement for the successful accomplishment of the project. I am also elated to thank all my faculties for their tiredness efforts for guiding me to do the right things in the right way in spite of their tight schedule. It gives me immense pleasure to extend my sincere gratitude to my friends and family and all who helped me in the completion of this project successfully.

R.VEL MURUGAN.

DECLARATION

I hereby declare that the project report titled A STUDY ON CUSTOMER SATISFACTION TOWARTS PLASTIC PRODUCT WITH SPECIAL REFERENCE ON UNITECH PLASTO COMPONENTS PRIVATE LTD, CHENNAI is my original work and that no part of this report has been submitted for the award of any other Degree, Diploma, Fellowship or any other similar titles or prizes and that the work has not been published in any scientific or popular journal or magazine.

Place: Virudhunagar Date:

Signature (R.VEL MURUGAN) (Reg.No:99610631047)

DEPARTMENT OF MANAGEMENT STUDIES SRI VIDYA COLLEGE OF ENGINEERING AND TECHNOLOGY VIRUDHUNAGAR CERTIFICATE

This is to certify that the project report titled A STUDY ON CUSTOMER SATISFACTION TOWARTS PLASTIC PRODUCT WITH SPECIAL REFERENCE ON UNITECH PLASTO COMPONENTS PRIVATE LTD, CHENNAI is a record done by

A.VICKNESHKANNA

submitted in partial fulfillment of the requirement for the award of

degree of Master of business Administration during the year 2011-2012.

Guide (MR. T.MUTHU PANDIAN)

Head of the Department (MR.J.JOHN IRUDAYA SUDHAKAR)

Submitted for Project Viva Examination held on _______________

Internal Examiner

External Examiner

CHAPTER-I 1. INTRODUCTION In Oliver (1997, p. 13), the following definition has been proposed as being consistent with the conceptual and empirical evidence to date. Satisfaction is the consumers fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment, including levels of under- or over-fulfillment. Here, pleasurable implies that fulfillment gives pleasure or reduces pain, as when a problem in life is solved. Thus, individuals can be satisfied jus to get back to normalcy, as in the removal of an aversive state (e.g., pain relief). Moreover, fulfillment is not necessarily limited to the case of met needs. Over-fulfillment can be satisfying if it provides additional unexpected pleasure; and under-fulfillment can be satisfying if it gives greater pleasure than one anticipates in a given situation. Note that it has not been necessary to provide a separate discussion of dissatisfaction. If the word displeasure is substituted for pleasure in the satisfaction definition, dissatisfaction results. Thus, the displeasure of under-fulfillment typically is dissatisfying and, interestingly, over- fulfillment may be dissatisfying if it is unpleasant the case of too much of a good thing. RELATED CONCEPTS A number of related, but important, concepts are frequently used interchangeably with satisfaction, although closer inspection reveals that they are actually distinct from satisfaction despite the fact that they may be related to satisfaction in various ways. (Those discussed here are found in this chapter; a larger list is presented in Oliver, 1997).

Generally, they represent either the affective (liking/pleasure) or cognitive (thinking/judging) components of product and service experience although some are hybrids of the two. Within the antecedent categories, moods may play a role in satisfaction formation. These are positive or

negative feelings of a largely non-thinking nature, although certain events may have preceded their appearance. Qualtiy, in contrast, is a cognitive judgment that summarizes the exceptionally good (or bad) elements of the product, especially when compared to other direct alternatives or offerings (brands). In a similar vein, value is a judgment that compares the likely outcomes of purchasing to the inputs forgone. Another antecedent concept that is actually a hybrid affective-cognitive judgment is attitude. It is a relatively stable judgment that a product or service has desirable or undesirable properties. The judgment takes the form of a liking or disliking and is based on many separate evaluations of product features. consumption to have formed an attitude; hence attitudes can exist prior to purchase/usage. Satisfaction, in contrast, is a post-usage phenomenon, is purely experiential, and results from comparative processes, discussed next; attitudes do not require comparisons. 1.1 MEANING

Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expertations. whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyers expectations.

DEFINITION

According to TSE and WILTON (1988) defined customer satisfaction as the consumers response to the evaluation of the perceived discrepancy between prior expectations (or some norm of performance) and the actual performance of the product as perceived after its consumption.

According to OLIVER (1980) defined customer satisfaction as a cognitive and effective reaction to a service incident.

Scaling Feature Performance

In this section, it is assumed that an optimal for the purpose list of critical features has been generated. This list can be constructed in many ways including intuition (not recommended) and from inputs provided internally within the firm, from channel middlemen, and from consumers. The latter source can be tapped in many ways including focus groups, correspondence with the firm including complaining data, and from various forms of survey research. These are the polarity of the performance items and whether or not one wishes to also include the valence of the performance number of scale points, and secondarily, a preference for whether the number should be odd or even, have been discussed previously in the context of measurement issues rating Predicting Satisfaction There evidence for the superiority of subjective disconfirmation over calculated disconfirmation in the prediction of satisfaction? Yes. A number of studies have examined both the calculated and single-score varieties of disconfirmation, most using rating scale scores. The results of all studies were similar, with the majority of the evidence suggesting that the subjective version of disconfirmation correlates more highly with satisfaction scales than do the discrepancy scores.

1.2 NEED OF THE STUDY


The Researcher wants to identify the need for the customer satisfaction in the Plastic products and would like to analysis the satisfaction level of customers at unitech plasto private ltd.

1.3 OBJECTIVES OF THE STUDY


1. To determine over all customer satisfaction with plastic products.

2. To identify customer perception towards products of unitech plasto private ltd.

3. To measure and prioritize areas of improvement to attract and customer satisfaction

1.4 SCOPE OF THE STUDY


This study gives details about how the customer carries out customer satisfaction. The analysis gives clear picture about how much the customers are satisfied with their product. Findings and conclusion of the project will help to understand customer attitude and satisfaction level. Suggestions of the project will help the company to achieve the organizational level. This study also helps in manipulating the basic expectation of the

Customer.

1.5 RESEARCH METHODOLOGY


Research is an original contribution to the existing stock of knowledge making for its advancement. In short the search of knowledge through objective and systematic method of finding solution to a problem is research. The Research refers to the systematic method consisting of enunciating the problem formulating a hypothesis, Collecting the facts of data, analyzing the facts and reaching certain conclusions either in the form of solutions towards the concerned problem or in certain generalizations for some theoretical formulation. Methodology is varying by the project.

Research Design A Research Design is purely and simply the framework or plan for a study that guides the collection and analysis of data. It constitutes the blue print for the collection, measurement and analysis of data. It resembles the architects blue print for constructing a house. A Research Design serves as a bridge between what has been established (the Research objectives) and what is to be done, in the conduct of the study, to realize those objectives. Here the Researcher uses the

Descriptive Research Design. Descriptive Research studies are those which are concerned with describing the characteristics of a particular individual or of a group. In this design, the Researcher must be able to define clearly, what he wants to measure and must find adequate methods for measuring it along with a clear cut definition of population he wants to study . Source of Data The task of data collection begins after a research problem has been defined and research design chalked out. A significant and distinctive stage of research is the collection of necessary information. The sources of information are generally classified as primary and secondary information.

Primary Data

The Primary Data are those which are collected afresh and for the first time and thus happen to be original in character. The Researcher here used the questionnaire, which includes dichotomous, open end and multiple choice questions.

Secondary Data Secondary Data include those data which are collected for some earlier research work and are applicable in the study the Researcher has presently undertaken. Many Researchers believe that a problem can be partially solved with the help of secondary data.

Pretesting the Questionnaire The questionnaire was framed and tested in a small group of 60 Respondents. Based on the pilot Study the questionnaire was modified to get more appropriate data from the Respondents

Sampling Sampling is the approach, where only a few units of population under study are considered for analysis.

Sample Size The Researcher has taken the sample size as 60 Respondents.

Sampling Techniques The Researcher selected the Respondents using Simple Random Sampling techniques. Element are selected from each stratum by a random procedure.

Sampling Unit In the Researcher, the sampling units are the customers who purchase plastic Product On unitech plasto private ltd. (60 customers).

1.6 REVIEW OF LITERATURE


According to Joan L. Giese defines Customer satisfaction refers to the extent to which customers are happy with the products and services provided by a business. Customer satisfaction levels can be measure using survey techniques According to Joseph A. Cote defines Consumer satisfaction has been typically conceptualized as either an emotional or cognitive response. More recent satisfaction definitions concede an emotional response. The emotional basis for satisfaction is confirmed by the consumer responses. 77.3% of group interview responses specifically used affective responses to describe satisfaction and 64% of the personal interviewees actually changed the question term "satisfaction" to more affective terms. Both the literature and consumers also recognize that this affective response varies in intensity depending on the situation. According to Peterson and Wilson 1992 defines; consumers satisfaction usually entails comparing performance to some standard. This standard can vary from very specific to more general standards. There are often multiple foci to which these various standards are directed including the product, consumption, purchase decision, salesperson, or store/acquisition. The determination of an appropriate focus for satisfaction varies from context to context. However, without a clear focus, any definition of satisfaction would have little meaning since interpretation of the construct would vary from person to person According to Schumann, and Burns 1994; It is generally accepted that consumer satisfaction is a postpurchase phenomenon, yet a number of subtle differences exist in this perspective. The purchase decision may be evaluated after choice, but prior to the actual purchase of the product. Consumer satisfaction may occur prior to choice or even in the absence of purchase or choice (e.g., dissatisfied with out-of-town supermarkets, which were never patronized, because they caused a local store to close). It has even been argued that none of the above time frames is appropriate since satisfaction can vary dramatically over time and satisfaction is only determined at the time the evaluation occurs

According to Pullman defines consumer satisfaction as a response to an evaluation process. Specifically, there is an overriding theme of consumer satisfaction as a summary concept (i.e., a fulfillment response ; affective response.) According to Bolton and Drew 1991; definition for satisfaction creates three serious problems for consumer satisfaction research: selecting an appropriate definition for a given study; operationalizing the definition; and interpreting and comparing empirical results. These three problems affect the basic structure and outcomes of marketing research and theory testing. According to Hartman, and Schmidt 1994 defines the Consumer satisfaction to evaluate support for the chameleon effect that hypothesizes that an open-ended (content-free) item such as those appearing on most esteem scales (e.g., "I feel good about myself," "Overall, have a lot to be proud of," "Overall, I am no good") .

1.7 LIMITATIONS OF THE STUDY


The time was a major limiting factor to go through a detailed study. There was no proper source for getting information related to research & development. The views and the preference of the people changes from time and time. Hence the result of the project may not be applicable in the long run. The study is conducting by selecting random customer.