A STUDY ON CUSTOMER

RELATIONSHIP

Name: S.VEERAPATHRA KANNAN

Reg.No:3511220016
Name of the company: AVR MANUFACTURES
Guide-Faculty: Mr. K. Prakash
Industry : Mr. A.Vairavanathan

NEED FOR THE STUDY

To understand the customer expectations.
To improve the overall customer satisfaction
towards the products delivered
To improve the business relationship.
To understand the customer intention towards
availing AVR Manufacturers products in future

OBJECTIVES
PRIMARY OBJECTIVE
To Study the Customer Relationship Management of AVR
Manufacturers in Chennai

SECONDARY OBJECTIVES
To compare the expectations of the customers of AVR
Manufacturers with the actual products delivered by the
company.
To identify the customers opinion on AVR Manufacturers
resolution of complaints.
To determine the customers satisfaction on AVR
Manufacturers products and their intention towards
availing of AVR Manufacturers products in future.
To identify the changes to be made in the level of product
To provide suitable suggestions to improve the customer
relationship

Research methodology

Research Design Descriptive

Sampling Design Non Probability Sampling
Population
330
Sample size
100
Sampling Method Convenient sampling
method

Research methodology
Sources of Data
Primary Data- From questionnaire
Secondary Data- From annual records, Review
of literature
Tools for analysis
1. Chi-square method
2. One way anova
3. Correlation

Chapterisation
Chapter 1- deals with the introduction to the
study, need, scope, objectives, research
methodology and limitations
Chapter 2- deals with the analysis part of data
and also the usage of statistical tools are used
in this chapter
Chapter 3 deals with the general findings,
suggestions and conclusion

INDUSTRY PROFILE
The Automotive industry in India is one of the largest
in the world and one of the fastest growing globally.
India manufactures over 11 million vehicles (including
2 wheeled and 4 wheeled) and exports about 1.5
million every year. It is the world's second largest
manufacturer of motorcycles, with annual sales
exceeding 8.5 million in 2009. India's passenger car and
commercial vehicle manufacturing industry is the
seventh largest in the world, with an annual production
of more than 2.6 million units in 2009. In 2009, India
emerged as Asia's fourth largest exporter of passenger
cars, behind Japan, South Korea and Thailand.

COMPANY PROFILE
AVR Manufacturers established in the year 2003, with an immense
industry experience of 30 years, have achieved a prominent
position in the manufacturing and supplying of sheet metal
components, pressed components and automotive components.
These encompass sheet metal parts, special type washer, precision
sheet metal press components, deep drawn components, and oil
seal inner shells. Based on the latest technology, these are widely
used in industries such as Automobile, Automotive, and also in
other engineering firms.
With knowledge and expertise, AVR Manufacturers broadened its
horizons into manufacturing of automobile sheet metal
components after surveying and studying both technical and
marketing aspects. Over the last 10 years, the company has
achieved a distinct place in the market. It has a strong and satisfying
clientele.

REVIEW OF LITERATURE
Ernst Holger, Hoyer, Wayne D. Krafft, Manfred Krieger, Katrin
(2011). In this article authors says that Customer Relationship
Management (CRM) is widely accepted as an effective approach for
collecting, analyzing, and translating valuable customer information
into managerial action. CRM's potential to aid in future new
product development (NPD) has been neglected. Authors
developed a conceptual framework in which multiple facets of CRM
are linked to new product and company performance. Authors
provide evidence that CRM has a positive effect on new product
performance.
Customer relationship management and company performancethe mediating role of new product performance Journal of the
Academy of Marketing Science; Apr2011, Vol. 39 Issue 2.

REVIEW OF LITERATURE
Battor & Moustafa (2010). In this article authors examine
the direct impact of both CRM and innovation on firm
performance. They support the fact that there is a direct
impact of CRM and innovation on performance. Also, the
findings indicate that the indirect effect of CRM on firm
performance through innovation is significant. These
results reinforce the view that developing
close relationships with customers enhances a firm's ability
to innovate.
The impact of customer relationship management
capability on innovation and performance advantages
Journal of Marketing Management; Aug 2010, Vol.26 Issue
9/10.

REVIEW OF LITERATURE
Jeff Solomon (2010). In this article the author says
that it is necessary to understand the unique
differences between B2B and B2C CRM. All CRM
systems are not created equal. However, it's crucial to
understand the differences between B2B and B2C CRM
in light of each company's individual requirements. He
also says that CRM solutions have a long history of
helping B2B marketers achieve greater ROI from their
leads. He also says that marketers should form CRM
strategy that is suitable for a B2B form of busine B2B
Vs B2C CRM. What is the difference? CRM Buyer, Feb
2010

TOOLS OF ANALYSIS
PERCENTAGE ANALYSIS
STATISTICAL TOOLS USED
Chi Square
Correlation
One way ANOVA

PERCENTAGE ANALYSIS customers idea of

availing AVR MANUFACTURERS s products
in future
association with AVR MANUFACTURERS
<1 year
idea

of

purchase

Total

1-2 years 2-3 years >3 years Total

future most likely 7

13

34

likely

12

15

16

12

55

not sure

11

19

29

34

18

100

Percentage analysisthe customers who

suggested for the improvement of AVR
MANUFACTURERS s products

Chi square
Null hypothesis (Ho):There is no significant difference between problem
encounter with the system and any changes to be made in the level of product.
Alternate hypothesis (H1): There is significant difference between problem
encounter with the system and any changes to be made in the level of product.
Particulars

Asymp. Sig. (2- Exact Sig. (2- Exact Sig. (1Value

df

sided)

Pearson Chi-Square

6.748a

.009

Continuity Correction

5.394

.020

Likelihood Ratio

8.624

.003

Fisher's Exact Test

Linear-by-Linear

6.680

sided)

sided)

.011

.006

.010

Association
N of Valid Cases

100

From the above table it is inferred that p<0.05, there is a significant difference
between problem encounter with the system and any changes to be made in the
level of product.

Correlation
Ho: There is positive relationship between overall product and avail the product in future.
H1: There is negative relationship between overall product and avail the product in future.
Correlations
avail the
products of
AVR

overall products

Pearson Correlation

overall

Manufacturer

products

s in future

-.146

Sig. (2-tailed)
N
avail the products of AVR Pearson Correlation

.149
100

100

-.146

Manufacturers in future
Sig. (2-tailed)

.149

100

100

Since r is negative, there is negative relationship between overall product

and avail the product in future.

ONE-WAY ANOVA
Ho: There is a significance difference between time period to associate with AVR
Manufacturers and avail the product from other company.
H1: There is no significance difference between time period to associate with AVR
Manufacturers and avail the product from other company.
ANOVA
Sum of
Squares
Between

Mean
df

Square

.026

.026

Within Groups

67.014

98

.684

Total

67.040

99

F
.038

Sig.
.847

Groups

The calculated value of F is less than the tabulated value. Hence, we accept the
null hypothesis and conclude that there significance difference between time
period to associate with AVR Manufacturers and avail the product from other
company.

FINDINGS

It was found that majority of AVR Manufacturers customers are availing products from
the company from 2 to 3 years.

43% of customers availed Special type Washers from AVR Manufacturers and only 8.3% have
approached for Automotive Jack Parts.

Out of 60 customers 65% of the customers had shifted to AVR Manufacturers from other
companies. Out of that 69% of customers availed the same products from Competitor 1 and
Competitor 2 and other customers equally availed from other local companies.

48.7% of the customers availed Automotive Jack Parts, 30.8% have availed Sheet Metal
Components, and 20.5% Special type Washers and none of the customers have availed
Automotive Jack Parts from other companies.

In case of personnel, customized solutions and communication other companies were found
to be outstanding than AVR Manufacturers.

Findings
Majority of the customers considered promptness,
personnel, communication, price, post product delivery
as most important attributes in the level of product.
Communication, customized solutions and personnel
are the areas where AVR Manufacturers is operating
below average.
Only 13.3% of customers had encountered problems
while availing products and the problem has been
immediately resolved for 62.5% of customers and for
the rest it was still unresolved.

SUGGESTIONS
The company can change its communication method i.e. they can
communicate to the customers on daily basis to avoid the gap on product
development.
The company can increase its skill of members in order to deliver its
products effectively.
The company needs to educate the customers on their products related to
Automotive Jack Parts and its relevance to the customers.
The company needs to scan the environment using ETOP and offer
additional sub categories of products in each product assignment
matching to the competitors offerings.
The company can collect feedback from its customers regularly, which may
help them to improve in the setback areas on SDLC approach where there
is a need for change.
Based on their existing customers unique needs, company can expand
their range of products

conclusion
The response levels of AVR Manufacturers
customers were good and the problems were
rectified with least MTBF support system.
The overall products provided by AVR
Manufacturers were good.
The customers expectations are yet to be met
by AVR Manufacturers to provide customized
products. This can be achieved only through
effective R&D Plant.

BIBLIOGRAPHY
BOOKS, JOURNALS AND MAGAZINES
Philip kotler Marketing Management- Pearson
education/ PH:30, 2003
Kothari C.R- Research Methodology.
Zeithaml and Bitner- Products marketing.
Indian Journal of Marketing.
WEBSITES
www.avrmanufacturers.com
www.srcibd.com
www.resourceinputs.com