consumer behavior
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SOLAPUR UNIVARSITY, SOLAPUR
CHAPTER - 1
INTRODUCTION
1.1 Introduction Of the Study: -
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers.
1.2 Objectives of study: -
1. The consumer seeks to gain the best or the most goods and services for the least amount of money possible.
2. To study the current Indian market for Shampoos.
3. To analyze the relationship between a specific brand and its buying behavior.
4. To assess whether advertising is influencing the buying behavior of the
consumers.
5. To study the impact of the seals of clinical laboratories on the consumers buying
behaviour.
Sinhgad Institute of Business Management, Kamlapur - 1 -
SOLAPUR UNIVARSITY, SOLAPUR
1.3 Significance Of The Study: -
Consumer behaviour is a significant theory for marketers who intend to improve their marketing strategies. For understanding the consumer behaviour marketer try to know how consumer feels, how they think. Consumer behaviour plays a vital role in the success of a product .marketers largely depend upon consumer position of behaviour. There are several dynamics of consumer behaviour, some cultural issues, family values, decision making process of consumer, factors which affected consumer behaviour. For understanding the consumer behavior we need to understand the reason where consumer prefer to buy comfortably and which factors are attractive for consumer for buying a product.
1.4 Research Methodology:-
1.4.1 Methodology Details:
The Study is Exploratory & Descriptive in nature
Research Type: - Surrey Method
1.4.2 Sources of Data:-
1. Primary data:-
2. Secondary data:-
1. Personal documents such as diaries, Note Book etc.
2. Project reports.
3. Websites
4. Books
1.4.3 Sampling Procedure
a) Sample size: - 50 Customers
b) Sampling technique: - Random Sampling
c) Sampling Area: - Palus Taluka.
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SOLAPUR UNIVARSITY, SOLAPUR
1.4.4 Methods & Instruments of Data Gathering:
There are various types of tools of primary data collection some of them are which
researcher has used for the study are as bellow.
Questionnaire:-
Researcher has made 15 questions for the study on retailer’s and customers according to
those questions researcher has collected the data.
1.4.5 Statistical tool of analysis:
Researcher has used tools for the analysis are- 1. Excel work sheets.2. Table.3. Percent analysis etc.
1.5 Scope & Limitations of the study:-
Scope of the Study:-
The scope of the study covers almost all categories of Shampoos. The whole appraisal
of Shampoos has been done from the angle of customer satisfaction. Any substitutes of
Shampoos like washing soaps or natural products have not been considered. Also
Shampoos locally made by the unorganized sector and which are not branded have not
been considered.
Limitations:-
1. The study is limited only to the customers of Mohol Taluka
2. The study is limited only to 100 customers only.
3. Lack of time to get more specific information is another reason.
4. The information collected solely depends upon the respondents answers and
accuracy of information could vary.
5. Getting actual information from the respondents was difficult.
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SOLAPUR UNIVARSITY, SOLAPUR
CHAPTER -II
COMPANY PROFILE
2.1 Introduction of Organization:-
Kothari Agritech Pvt Ltd is a leading manufacturer of a wide array of pipes and
accessories for irrigation, agriculture, industrial, etc domains. Our products are energized
to offer diligent life to their immediate needs and long term requirements of our assorted
customers.
The name synonymous for its quality and endurance among cross section of clients,
Kothari has carved a niche in its business of providing apt solutions for effective use of
water through most reliable products range like pvc pipes, irrigation systems, drip,
sprinklers. The company has latest machinery with professional skills leveraging high
end technology thereby providing our high quality products range to withstand diverse
environments.
Objectives:-
To strive hard to have the latest of the latest production technology at the Least of the
price to cater to the growth of Agro Industry so as to Conserve Water thereby enriching
the soil to help future generations to come.
Quality:-
Kothari Group is committed through its highly qualified technical manpower backed up by
the committed top management to provide the best of the product range with latest features
at the least of the price. This could be possible only through continuous innovation in the
manufacturing process and testing of material on batch to batch basis.
2.2 About the Company:-
An ISO 9001:2000 certified company, Kothari Pipes is approved by ISI (Bureau of
Indian Standards), Maharashtra Jeevan Pradhikaran (MJP), Jalswarajya Maharashtra
Govt for our quality products that are known for longevity. In addition we are also
approved suppliers of drip and sprinkler systems by various state governments.
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Name of the company KOTHARI AGRITECH PVT.LTD.
Address Plot No 185 - 189, 193
Chandramauli Industrial Co-operative Estate
Mohol, Solapur 413213
Maharashtra, India.
Year of establishment 1997
Head office of the company Formerly Kothari Industries
2/3, 1 st Floor HN Complex,
Opp Hotel Aishwarya
Murarji Peth, Solapur 413001
Maharashtra, India.
Nature of company Manufacturer, Exporter
Number of Employees 101 to 500 People
Turnover US$ 10-25 Million (or Rs. 40-100 Crore Approx.)
E-Mail sales@kotharipipes.co.in
2.3 Vision and Mission:-
Vision Statement
The term “Green revolution” is a general one that is applied to successful agricultural
experiments in many third world countries. It is not specific to India. But it was most
successful in India. Even today, India’s agricultural output sometimes falls short of
demand agricultural products. The Green revolution, howsoever impressive, has thus not
succeeded in making India totally and permanently self-sufficient in food.
Mission Statement
The “Green revolution In India through products with farmer’s satisfaction” is the
main vision and objective of the organization.
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SOLAPUR UNIVARSITY, SOLAPUR
Being awere of today’s globalized economic scenario, we realized that it was
essential for our farmers in India to receive raw materials at the least possible
cost.
Inspire of the fluctuating prices of raw material required for the production of
PVC pipes and the tough competition in the present market, we will always strive
to maintain high standards in the quality of our pipes.
Whether it is a big or small requirement, prompt delivery of high quality goods to
all dealers, retailers or customers through quick transportation facilities, is our
aim. Quick and diligent service helps save valuable time and money. These
qualities have made us a renowned brand all over India.
We undertake frequent, extensive research and development of our products and
have been trying to raise the quality of pipes to the optimum.
2.4 List of the Product
Drip Irrigation Syste Mini Sprinkler Jets & Foggers
Filters Poly Fittings Plastic Sprinklers & Pop Ups
Rain-guns Sprinkler Irrigation System Rigid u PVC Pipes
uPVC Rubber Ring Joint
Pipe
Fabricated Fittings uPVC Agriculture Molded
Fittings
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SOLAPUR UNIVARSITY, SOLAPUR
2.5 Organization Chart:-
2.6 Future Plan of Organization:-
Green House Technology, Water Soluble Fertilizers with PGR's, Tissue Culture are
some of our dream projects that are adding feather to Kothari's cap of quality products.
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CHAIRMAN CHAIRMAN
DIRECTORDIRECTOR
FINANCE DIRECTORFINANCE DIRECTOR MAKETINGDIRECTORMAKETINGDIRECTOR HR & ADMINHR & ADMIN DIRECTORDIRECTOR
FINANCE DEPT.FINANCE DEPT. MARKETING DEPTMARKETING DEPT. HR & ADMIN DEPT.HR & ADMIN DEPT.
FINANCE MANAGERFINANCE MANAGER MARKETINGMARKETING MANAGERMANAGER
HR MANAGERHR MANAGER
ACCOUNTANT ACCOUNTANT AREA MANAGERAREA MANAGER
SALES MANAGERSALES MANAGERCLERICAL STAFF CLERICAL STAFF
CLERICAL STAFFCLERICAL STAFF
WORKERS WORKERS
Figure 2.2 Organization Chart of Kothari Industries Mohol.Figure 2.2 Organization Chart of Kothari Industries Mohol.
SOLAPUR UNIVARSITY, SOLAPUR
2.7 Awards and Achievements:-
The following table showing the Awards for its Quality, management and
best business strategies
Year of getting award Award Name & Purpose of Award
2004 “Kothari Industries achieve ISO 9001-2000
certificate for its Quality & Management”
2005 Director Mr.Ujwalbhai Kothari honoured with
“Bhartiya udyog Ratn award”
2006 “Maharashtra Jeevan pradhikaran” best product
quality award.
2007 selection for Govt. of Maharashtra’s project
“Jalswarajya” and “Aapale pani”
2007 Quality Management system certificate
2008 Mr. Kiranbhai Kothari honoured with ‘Business
Express award’ from sangli Maharashtra.
2009 “Zillah udyog ratn Award” from Tourist minister
Mr. Vijaysinh Moite-Patil in Solapur District.
Sinhgad Institute of Business Management, Kamlapur - 8 -
SOLAPUR UNIVARSITY, SOLAPUR
CHAPTER -III
THEOROTICAL BACKGROUND
3.1 Meaning Of Customer Satisfaction:-
Customer satisfaction, a term frequently used in marketing, is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals."
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.
In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they will
be disappointed and will likely rate their experience as less than satisfying.
3.2 Definitions: -
1. “Customer satisfaction is "the degree to which customer expectations of a
product or service are met or exceeded." Each person has their own set of
expectations, so customer satisfaction is unique to the individual”.
2. "Customer satisfaction is a person's feeling of pleasure or disappointment
resulting from comparing a products perceived performance in relation to his or
her expectation"
3.3 How To Manage Customer Satisfaction Marketing:-
Consumer satisfaction marketing involves measuring customers' opinions and
experiences through a variety of means, such as direct-mailing programs and even email
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SOLAPUR UNIVARSITY, SOLAPUR
marketing. Companies of all sizes use this information to improve customer service
levels and make changes based upon what customers want. Customer satisfaction
marketing research is vital to the life of a company.
1. Write down goals for your consumer satisfaction marketing.
2. Develop consumer satisfaction surveys that target each customer group and
include relevant questions.
3. Set up or outsource to a small-to-medium-sized call centre consumer satisfaction
work. Have your call centre agents make outbound calls to existing customers
and ask questions based on the satisfaction surveys you created. Set up or
outsource to a small-to-medium-sized call centre consumer satisfaction work.
Have your call centre agents make outbound calls to existing customers and ask
questions based on the satisfaction surveys you created.
4. Create a direct-mailing program so you can mail paper surveys to customers.
Make sure the survey is anonymous and does not require the customer to include
his name, telephone number or address unless he wants to be contacted.
5. Monitor your consumer satisfaction surveys on a monthly basis. Review the
aspects of your business that both have and have not made improvements.
Maintain your consumer satisfaction marketing programs so you can continually
collect data and measure company performance.
3.4. Measuring customer satisfaction: -
Organizations need to retain existing customers while targeting non-customers.
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace. Organizations
need to retain existing customers while targeting non-customers. Measuring customer
satisfaction provides an indication of how successful the organization is at providing
products and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviours such as return and
recommend rate. The level of satisfaction can also vary depending on other options the
Sinhgad Institute of Business Management, Kamlapur - 10 -
SOLAPUR UNIVARSITY, SOLAPUR
customer may have and other products against which the customer can compare the
organization's products.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and
in term of their perception and expectation of performance of the organization being
measured. Their satisfaction is generally measured on a five-point scale.
3.5 Importance of customer satisfaction:-
The importance of customer satisfaction is apparent when you realize that, without
customers, you don't have a business. A single unsatisfied customer can send more
business away from your company than 10 satisfied customers. The more you focus on
customer retention and customer support, the more long-term business you'll get.
Satisfied customers will make a great foundation for return business, and they may also
bring in their friends and associates. Remember that customers are the heart of any
business. Keep them satisfied, and encourage them to tell their friends about their
experiences with your business.
The concept “customer is the king” has much significance in marketing a
product. The product has to be ultimately accepted by him. Hence, have some
marketing characteristics, which a consumer should accept.
3.6 Benefits of Customer Satisfaction Surveys:-
A benefit of creating highly satisfied (delighted) customers who are loyal to the
organisation is that they also spread positive word-of-mouth by, in essence, becoming a
walking, talking advertisement for the firm. If there are many delighted customers
spreading positive word-of-mouth communication, this then lowers the cost of promotion
to attract new customers.
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SOLAPUR UNIVARSITY, SOLAPUR
The benefits of conducting consumer satisfaction surveys are significant and their impact
can last long after the results are analyzed. Consumer satisfaction surveys can be used to:
Improve brand perception
Increase loyalty and retention
Identify areas that need improvement
Identify upgrade opportunities
Test new products, services, offers and pricing
CHAPTER - IV
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SOLAPUR UNIVARSITY, SOLAPUR
DATA ANALYSISTable No. 4.1Title:-Demographic Table
Age No. of respondents Percentage
Below 25 years 30 30
Between 25 to 35 45 45
Between 35 to 50 15 15
Above 50 10 10
Total 100 100
Qualification
Primary 50 50
Secondary 20 20
Graduate or post graduate
30 30
Total 100 100
Extant Land
Below 5 acre 30 30
6 to 10 acre 40 40
11 to 15 acre 18 18
Above 16 acre 12 12
Total 100 100
Types of crop
Kharif 30 30
Rabi 50 50
Summer 20 20
Total 100 100Average Income (Monthly)
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SOLAPUR UNIVARSITY, SOLAPUR
Below -10,000 32 32
11,000 to 15,000 38 38
16,000 to 20,000 20 20
Above 21,000 10 10
Total 100 100
Motor HP
Below 3 HP 25 25
5 HP 42 42
7 HP 20 20
10 HP 8 8
Above 12 HP 5 5
Total 100 100
Water Sources
Well 35 35
Bore 20 20
Canal 20 20
Tank 10 10
Rain 15 15
Total 100 100
Graph No. 4.1
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SOLAPUR UNIVARSITY, SOLAPUR
Sinhgad Institute of Business Management, Kamlapur - 15 -
SOLAPUR UNIVARSITY, SOLAPUR
(Source-survey)
Interpretation:-
From above table it seems that 30 percent of respondents were in the age group below
25 years and 45 percent were in the range of 25-35 years while remaining 10 were age of
above 50.
From the table it seems that 50 percent respondents get primary education, 20 percent
were educated till the secondary while remaining respondents were graduated and post
graduated.
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SOLAPUR UNIVARSITY, SOLAPUR
In case of extant land table shows that 30 percent respondents were have less than 5 acre
land and 40 percent respondents has 6 to 10 acre land while remaining 18 percent
respondents had 11 to 15 acre land.
From the above table it seems that 30 were taken the Kharif crops and 50 percent
respondents took Rabi crops every year while remaining i.e. 20 percent took summer
crops.
In case of income 32 percent of the respondents has below 10000 monthly income and
38 percent respondents has income in the range of 11000 to 15000 while remaining i.e.
20 percent respondents has 16000 to 20000 monthly income, 10 percent respondents has
above 21000.
From the above table it seems that 25 percent respondents were uses below 3 HP motors
and 42 percent respondents were uses 5 HP motor, 20 percent respondents were uses 7
HP motors while remaining 8 percent respondents were uses 10 HP motors and only 5
percent respondents were uses above 12 HP motors.
In case of water resource 35 percent respondents were uses the water from well and 20
percent respondents were uses the water from bore, 20 percent respondents were uses the
water from canal and remaining 10 percent respondents were uses the water from tank
and 15 percent respondents were uses the water from rain.
Table No.4.2Title: - Brand preference by consumers
Decision 1 2 3 4 5 6
Kothari 58 9 26 7 - -
Jain 3 30 4 36 23 4
Finolex 2 3 8 21 60 6
Tulasi 2 - - 2 13 83
Vardan 3 24 27 30 6 10
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SOLAPUR UNIVARSITY, SOLAPUR
Table 4.2:- showing the respondents rating for quantities of Brand awere mostly
preferred by consumers
From the above table weighted arithmetic mean method has been followed under - Score
method points. For each and every priority points are allotted.
Total score Kothari = (58*6) + (9*5) + (26*4) + (7*3) =518
Total score Jain =(3*6)+(30*5)+(4*4)+(36*3)+(23*2)+(4*1) =342
Total score Finolex = (2*6) + (3*5)+(8*4)+(21*3)+(60*2)+(6*1) =248
Total score Tulasi = (2*6)+0+0+(2*3)+(13*2)+(83*1)=127
Total score Vardan =(3*6)+(24*5)+(27*4)+(30*3)+(6*2)+(10*1)=358
Decision Total score Weight Rank
Kothari 518 5.18 1
Jain 342 3.42 3
Finolex 248 2.48 4
Tulasi 127 1.27 5
Vardan 358 3.58 2
Interpretation:-
From the above table it was inferred that Kothari Pipes has first rank, Vardan second
rank, third rank was for Jain, fourth was Finolex, and fifth was Tulasi rank was for
dimension “Mostly preferred by consumers”.
Table No.4.3
Title: - Awareness of Kothari Pipes
DecisionResponses Percent
Yes 100 100
No 0 0
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Score =No .of respondents *points
Weight = Total score/No. of Respondents
SOLAPUR UNIVARSITY, SOLAPUR
Total 100,
100
Graph 4.2
(Source-survey)
Interpretation:-
From the above table it was inferred that out of 100 respondents, 100 percent have awere
the Kothari Pipes Company.
Table No.4.4
Title:- Inspiration to buy Kothari Pipes
Decision Responses Percentages
Friends 29 29
Relatives 39 39
Neighbours 8 8
Advertisements 24 24
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Total 100 100
Graph 4.3
(Source-survey)
Interpretation:-
From the above table it was inferred that out of 100 respondents, 29 percent customers
were inspired to buy the Kothari Pipes through friends, 39 percent were through
relatives, 8 percent were through neighbours and 24 percent were through
advertisements.
Table No.4.5
Title:-Regular customer to Kothari Company or dealers
Decision Responses Percentages
Yes 50 50
No 50 50
Total 100 100
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SOLAPUR UNIVARSITY, SOLAPUR
Graph 4.4
(Source-survey)
Interpretation:-
From the above table it seems that out of 100 respondents, 50 percent of the respondents
were regular customers and 50 percent respondents were not regular customers to the
Kothari Pipes.
Table No.4.6
Title:- The customer of the Kothari Company since
Decision Responses Percentages
Less than 6 Months 61 61
6 to 12 Months 32 32
1 to 2 Years 3 3
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SOLAPUR UNIVARSITY, SOLAPUR
More than 2 Years 4 4
Total 100 100
Graph 4.5
(Source-survey)
Interpretation:-
From the above table it seems that out of 100 respondents, 50 percent of the respondents
were regular customers and 50 percent respondents were not regular customers to the
Kothari Pipes.
Table No.4.7
Title:- Which product do you using
Product No of Respondents Percentage
Drip Irrigation System 10 10
Mini Sprinkler 5 5
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Jets & Foggers 4 4
Filters 6 6
Poly Fittings 4 4
Plastic Sprinklers & Pop Ups 3 3
Rain-guns 4 4
Sprinkler Irrigation System 7 7
Rigid u PVC Pipes 24 24
uPVC Rubber Ring Joint Pipe 8 8
Fabricated Fittings 7 7
PVC Agriculture Molded Fittings 10 10
Hose Pipes & ASTM Pipes 8 8
Total 100 100
Graph No 4.6
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SOLAPUR UNIVARSITY, SOLAPUR
(Source-survey)
Interpretation:-
From above graph it seems that out of 100 respondent 24 percent of respondents used
Rigid u PVC pipes, 10 percent respondents were used Drip irrigation system and u PVC
Agriculture molded fittings, 8 percent respondents used Hose pipes, ASTM pipes and
uPVC Rubber ring,7 percent respondents used Sprinkler irrigation system and Fabricated
fittings,6 percent respondents used Filters,5 percent respondents used Mini sprinkler ,4
percent respondents used Jets foggers , Poly fittings and Rain guns,3 percent respondents
used Plastic sprinklers .
Sinhgad Institute of Business Management, Kamlapur - 24 -
SOLAPUR UNIVARSITY, SOLAPUR
Table No. 4.8
Title:- Importance of Kothari
Criteria No of respondents Percentage
Quality 62 62
Offer 00 00
Verity of Size 06 6
Service S 10 10
Discount 00 00
Price 22 22
Total 100 100
Graph No.4.7
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SOLAPUR UNIVARSITY, SOLAPUR
(Source-survey)
Interpretation: -
It was observe that 62 percent respondents out of total sample size has given more
importance to quality, 22 percent of respondents think about price, 10 percent of
respondents give importance to service and 6 percent of respondents give importance to
verity of size of products
Table No4.9
Title:- Satisfied with Performance of products
Criteria No of respondents Percentage
Strongly Satisfied 30 30
Satisfied 62 62
Dissatisfied 08 08
Strongly Dissatisfied 00 00
Total 100 100
Graph No 4.8
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SOLAPUR UNIVARSITY, SOLAPUR
(Source-survey)
Interpretation: -
From the above table observed that 30 percent of the respondents were strongly satisfied
with performance of products, 62 percent of respondents were satisfied and 08 percent of
respondents dissatisfied. No one strongly dissatisfied with products performance.
Table No.4.10
Title:-Reasons of satisfaction
Criteria 1 2 3 4 5
Quality 46 10 26 11 7
Offer 8 - 26 - 66
Varity Size 6 32 6 26 30
Service 15 14 18 25 28
Price 12 16 24 28 20
Discount 3 16 15 37 29
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SOLAPUR UNIVARSITY, SOLAPUR
Table 4.10:- showing the respondents rating for quantities of satisfaction awere
mostly preferred by consumers
From the above table weighted arithmetic mean method has been followed under - Score
method points. For each and every priority points are allotted.
Total score Quality= (46*5)+ (10*4)+( (26*3)+( 11*2)+(7*1) =377
Total score Offer =(8*5)+0+(26*3)+0+(66*1)+ =184
Total score Varity Size = (6*5) + (32*4)+(6*3)+(26*2)+(30*1) =258
Total score Service = (15*5)+(14*4)+(18*3)+(25*2)+(28*1)=263
Total score Price =(12*5)+(16*4)+(24*3)+(28*2)+(20*1)=272
Total score Discount=(3*5)+(16*4)+(15*3)+(37*2)+(29*1)=227
Criteria Total score Weight Rank
Quality 377 3.77 1
Offer 184 1.84 6
Varity Size 258 2.58 4
Service 263 2.63 3
Price 272 2.72 2
Discount 227 2.27 5
Interpretation:-
From the above table it was inferred that Quality was given first rank, Price second rank,
third rank was to Service, fourth was to Varity Size, fifth was to Discount and five was
given to offer rank was for dimension “Mostly preferred by consumers”
Sinhgad Institute of Business Management, Kamlapur - 28 -
Score =No .of respondents *points
Weight = Total score/No. of Respondents
SOLAPUR UNIVARSITY, SOLAPUR
Table No.4.11
Title:-Reasons of dissatisfaction
Criteria No of Respondents Percentage
Quality 2 2
Offer 32 32
Varity of size 18 18
Service 8 8
Price 12 12
Discount 28 28
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SOLAPUR UNIVARSITY, SOLAPUR
Total 100 100
Graph No 4.9
(Source-survey
Interpretation: -
From above graph it seems that out of 100 respondents 32 percent respondents
dissatisfied because of offer and 28 percent respondents dissatisfied because of
discount,18 percent respondents dissatisfied because of verity of size,12 percent
respondents dissatisfied because of price and 8 percent respondents dissatisfied because
of service and 2 percent respondents dissatisfied because of quality.
Table No.4.12
Title:-Handling of requirement by dealer quickly
Criteria No of respondents Percentage
Always 76 76
Sometime 24 24
Never 00 00
Total 100 100
Graph No 4.10
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SOLAPUR UNIVARSITY, SOLAPUR
(Source-survey)
Interpretation: -
From the above table it seems that 76 percent of the customers opinion that Dealer
always handle the requirements while 24 percent customers wore found dealer handle
requirement but someone
Table No.4.13
Title:- Dealers has Knowledge about product
Criteria No of respondents Percentage
Yes 100 100
No 00 00
Total 100 100
Graph No 4.11
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SOLAPUR UNIVARSITY, SOLAPUR
(Source-survey)
Interpretation: -
From the above table it seems that dealer have proper knowledge about product as 100
percent customer responsively.
Table No.4.14
Title:- Dealer PRE-PURCHASE & POST-PURCHASE performance
Criteria No of respondents Percentage
Good 84 84
Average 16 16
Poor 00 00
Total 100 100
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SOLAPUR UNIVARSITY, SOLAPUR
Graph No.4.12
(Source-survey)
Interpretation: -
From the above table it seems that 84 percent of respondents feel dealer’s performance
was good. 16 percent of respondents feel dealer’s performance as average.
All respondents were satisfied with dealer’s pre-purchase and post-purchase behaviour.
Table No.4.15
Title:-Kothari Company mainly concentrates on agricultural sector
Decision Responses Percentages
Strongly Agree 45 45
Agree 40 40
Not decide 15 15
Disagree 0 0
Strongly disagree 0 0
Sinhgad Institute of Business Management, Kamlapur - 33 -
SOLAPUR UNIVARSITY, SOLAPUR
Total 100 100
Graph No 4.13
(Source-survey)
Interpretation: -
From the table it was inferred that out of 100 respondents 45 percent have strongly
agreed that the Kothari Pipes Company mainly concentrates on agricultural sector, while
40 percent have agreed and 15 percent have not decided.
Table No .4.16
Title:-Expect from Kothari Pipes Company
Decision P1 P2 P3 P4
Quality 96 3 1 -
Weightless - 40 48 12
Length 5 50 41 4
Colour 7 - 13 80
Sinhgad Institute of Business Management, Kamlapur - 34 -
SOLAPUR UNIVARSITY, SOLAPUR
For the table weighted arithmetic mean method has been followed under - Score method
points. For each and every priority points are allotted.
Total score quality = (96*4)+(3*3) +(1*2)+0=395
Total score weightless=0+(40*3)+(48*2)+(12*1) =228
Total score length= (5*4)+(50*3)+(41*2)+(4*1) =256
Total score colour =(7*4)+0+(13*2)(80*1)=134
Decision Total score Weight Rank
Quality 395 3.95 1
Weightless 228 2.28 3
Length 256 2.56 2
Colour 134 1.34 4
Interpretation: -
From the table it was inferred that quality first rank, length second rank, third rank was
weightless, fourth was colour, for dimension “Mostly preferred by consumers”.
Table No.4.17
Title:- Share information with friends and relatives
Decision Responses Percentages
Strongly Agree 38 38
Agree 61 61
Disagree 0 0
Strongly disagree 1 1
Total 100 100
Sinhgad Institute of Business Management, Kamlapur - 35 -
Score =No .of respondents *points
Weight = Total score/No. of Respondents
SOLAPUR UNIVARSITY, SOLAPUR
Graph No 4.14
(Source-survey)
Interpretation: -
From the table it was inferred that out of 100 respondents, share information with friends
and relatives 38 percent respondents were strongly agreed that they share the information
with the friends and relatives while 61 percent were agreed and 1 percent have strongly
disagreed
Table No.4.18
Title:-Company concentrates on rural market more than urban market
Decision Responses Percentages
Strongly Agree 27 27
Agree 43 43
Disagree 26 26
Strongly disagree 4 4
Sinhgad Institute of Business Management, Kamlapur - 36 -
SOLAPUR UNIVARSITY, SOLAPUR
Total 100 100
Graph No 4.15
(Source-survey)
Interpretation:-
From the table it was inferred that out of 100 respondents, Company concentrates on
rural market more than urban market 27 percent respondents were strongly agreed that
the company concentrates on the rural market more than urban market while 43 percent
respondents were agreed 26 percent were disagreed and 4 percent have strongly
disagreed.
Table No.4.19
Title:- Company provides better services than other company
Decision Responses Percentages
Strongly Agree 38 38
Agree 60 60
Disagree 2 2
Strong disagree 0 0
Sinhgad Institute of Business Management, Kamlapur - 37 -
SOLAPUR UNIVARSITY, SOLAPUR
Total 100 100
Graph No 4.16
(Source-survey)
Interpretation:-
From the table it was inferred that out of 100 respondents, Company provides better
services than other company. 38 percent respondents were strongly agreed while 60
percent respondents were agreed and 2 percent respondents were disagreed.
Table No.4.20
Title:- The credit facility should be at least
Decision Responses Percentages
1 Week 4 4
2 Weeks 54 54
1 Month 9 9
2 Months 33 33
Sinhgad Institute of Business Management, Kamlapur - 38 -
SOLAPUR UNIVARSITY, SOLAPUR
Total 100 100
Graph No 4.17
(Source-survey)
Interpretation:-
From the table it was inferred that out of 100 respondents, 4 percent respondents avail a
credit facility of a 1 week 54 percent respondents were 2 weeks, 9 percent respondents
were 1 month and 33 percent respondents were avail 2 months.
Table No.4.21
Title:-Attributes
Criteria No of respondents Percentage
Excellent 42 42
Good 52 52
Average 06 06
Poor 00 00
Sinhgad Institute of Business Management, Kamlapur - 39 -
SOLAPUR UNIVARSITY, SOLAPUR
Total 100 100
Graph No.4.18
(Source-survey)
Interpretation:-
From the table it was observe that 42 percent respondents rate of the product as
‘Excellent’
52 percent respondents rate of products as good, 06 percent as Average, No one respond
to Poor.
CHAPTER - V
FINDINGS &CONCLUSION
5.1 Summery Of The Study:-
Researcher has did project in Kothari Agritech Pvt. Ltd. Mohol the title of project is
“A STUDY ON CUSTOMER SATISFACTION”, With Special Reference to Kothari
Agritech Pvt. Ltd., Mohol which is related with marketing i.e. customer satisfaction,
Sinhgad Institute of Business Management, Kamlapur - 40 -
SOLAPUR UNIVARSITY, SOLAPUR
under the guidance of Prof.Abhishek A. Khadtare from college and Mr.Nitin Gund from
company
Customer satisfaction is a measurement of customer attitude about product, service and
brands while it’s always been smart to keep customers happy. With the help of this
survey researcher can understand the market for their product, attitude of customers
towards Kothari pipes, competition in the market and satisfaction level and psychology
of customers.
During this project researcher use survey method. During this survey researcher meet 4
to 5 customers daily, in this way researcher collected information from more than 200
respondents through direct interview technique. Firstly, researcher prepare questionnaire
with the help of project guide, then daily researcher go and collect the information from
the customer. After 45 days researcher did data analysis and interpretation by using all
this information.
Information available is analysed in the form of table, charts and graphs.
In this way researcher has been completed project in 50 days i.e. from 4 th June to 28th
July 2012.
5.2 Findings:-
1. From the study it found that 30 percent of respondents were in the age group
below 25 years and 10 were age of above 50.
2. 50 percent respondents get primary education, graduated and post graduated.
3. From the study it found that 40 percent respondent has 6 to 10 acre land while 18
percent respondents had 11 to 15 acre land.
Sinhgad Institute of Business Management, Kamlapur - 41 -
SOLAPUR UNIVARSITY, SOLAPUR
4. From the table it is observed that 50 percent respondents took Rabi crops every
year while 20 percent took summer crops.
5. From the study it found that 38 percent respondent has income in the range of
11000 to 15000 while10 percent respondents has above 21000.
6. From the table it is observed that 42 percent respondents were uses 5 HP motor
and only 5 percent respondents were uses above 12 HP motors.
7. From the study it found that 35 percent respondents were uses the water from
well and 15 percent respondents were uses the water from rain.
8. From the above table it was inferred that out of 100 respondents, 100 percent
have awere the Kothari Pipes Company.
9. From the study it found that 39 percent were through relatives, 8 percent were
through neighbours
10. 50 percent of the respondents were regular customers and 50 percent respondents
were not regular customers to the Kothari Pipes.
11. From the study it found that 24 percent of respondents used Rigid u PVC pipes,4
percent respondents used Jets foggers , Poly fittings and Rain guns,3 percent
respondents used Plastic sprinklers .
12. From the table it is observed that It was observe that 62 percent respondents out
of total sample size has given more importance to quality and 6 percent of
respondents give importance to verity of size of products .
13. From the study it found that 62 percent of respondents were satisfied and 08
percent of respondents dissatisfied. No one strongly dissatisfied with products
performance.
14. From the table it is observed that 32 percent respondents dissatisfied because of
offer and 2 percent respondents dissatisfied because of quality.
15. From the study it found that 76 percent of the respondents opinion that Dealer
always handle the requirements while 24 percent respondents wore found dealer
handle requirement but someone.
16. From the table it is observed that dealers have proper knowledge about product as
100 percent customer responsively.
17. From the study it found that 84 percent of respondents feel dealer’s performance
was good. 16 percent of respondents feel dealer’s performance as average.
Sinhgad Institute of Business Management, Kamlapur - 42 -
SOLAPUR UNIVARSITY, SOLAPUR
18. All respondents were satisfied with dealer’s pre-purchase and post-purchase
behaviour.
19. From the study it found that 45 percent have strongly agreed that the Kothari
Pipes Company mainly concentrates on agricultural sector and 15 percent have
not decided.
20. From the table it is observed that share information with friends and relatives 38
percent respondents were strongly agreed that they share the information with the
friends and relatives and 1 percent have strongly disagreed.
21. From the study it found that Company concentrates on rural market more than
urban market 27 percent respondents were strongly agreed that the company
concentrates on the rural market more than urban market and 4 percent have
strongly disagreed.
22. From the study it found that Company provides better services than other
company 60 percent respondents were agreed and 2 percent respondents were
disagreed.
23. Respondents avail a credit facility of a 1 week 54 percent respondents were 2
weeks, 9 percent respondents were 1 month.
24. From the study it found that 42 percent respondents rate of the product as
‘Excellent’
25. From the table it is observed that 52 percent respondents rate of products as good
no one respond to Poor.
5.3 Conclusion Of The Study:-
Most of the brands available in Mohal Taluka is dominated by Kothari as they compete
with two most important features of the products. I.e. Excellent quality & effective
distribution channel. From the study it can be conclude that the brand of Kothari
Agritech is very famous among the customers. From the study company can understand
the market status and implement new strategies.
Sinhgad Institute of Business Management, Kamlapur - 43 -
SOLAPUR UNIVARSITY, SOLAPUR
BIBLIOGRAPHY
Books:-
Vikas Mittal; Carly Frennea (2010). "Customer Satisfaction: A Strategic Review
and Guidelines for Managers." Marketing Science Institute: MSI Fast
Forward (10-701)
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SOLAPUR UNIVARSITY, SOLAPUR
Batra, Rajeev and Olli T. Athola (1990), “Measuring the Hedonic and Utilitarian
Sources of Consumer Attitudes,” Marketing Letters, 2 (2), 159-70
Kessler, Sheila (2003). Customer satisfaction toolkit for ISO 9001:2000.
Milwaukee, Wis.: ASQ Quality Press. ISBN 0-87389-559-2.
Khosla, Swati (2010). "Consumer psychology: The essence of
Marketing". International Journal of Educational Administration 2 (2): 220-220.
Retrieved 16/5/12.
Philip Kotler, Marketing Management 12 low price edition
G.C.Beri, Marketing Research 4th edition, New Delhi
Rajan Saxena, Marketing Management
Website:-
• http://wikipedia.com
http://www.google.com
http://www.Kothariindustries.com
QUESTIONNAIRE
A Study on Marketing (Customer Satisfaction) with regards to KOTHARI
AGRITECH PVT.LTD.PlotNo-185-189,193, Chandramauli, Industrial Co-operative
Estate Mohol, Solapur 413213, Maharashtra, India.
Questionnaire for Measuring Customer Satisfaction
Sinhgad Institute of Business Management, Kamlapur - 45 -
SOLAPUR UNIVARSITY, SOLAPUR
Name: ___________________________________________________________ Age: - Below 25 years 25 – 35 years 35-50 years Above 50 years
Qualification:- Primary Secondary Graduate or Post Graduate Extant Land:- Below 5 acre 6-10 acre 11-16 acre Above 16 acre
Types of crop:- Kharif Rabi Summer
Monthly Income:- Below 10,000 11,000 – 15,000
1 6,000-20,000 Above 21,000
Motor HP:- Below 3 HP 5 HP 7 HP
10 HP Above 12 HP
Water Source:- Rain Bore Well
Tank Canal
1. Which of the following brands you are aware mostly?
Jain pipes Finolex pipes Prince Pipes Tulsi pipes Kothari pipes
2. Are you the user of Kothari pipes?
Yes No
3. From where you get inspiration to buy the Kothari Pipes?
Neighbours Advertisements friends’ relatives’ dealers
4. Are you regular customer to Kothari pipes or Dealers?
Yes No
5. Since how many days you are using Kothari`s products?
Less than 6 months 6 to 12 Months
1 to 2 years More than 2 years
6. Which of the following product you are using?
Sinhgad Institute of Business Management, Kamlapur - 46 -
SOLAPUR UNIVARSITY, SOLAPUR
Drip Irrigation System Mini Sprinkler Sprinkler Irrigation System
Filters Poly Fittings Plastic Sprinklers & Pop Ups
Rain-guns Rigid u PVC Pipes Jets & Foggers
Fabricated Fittings uPVC Rubber Ring Joint Pipe
Hose Pipes & ASTM Pipes uPVC Agriculture Molded Fittings
7. What is most important factor for you while purchasing Kothari pipes?
CriteriaNo of
Respondents
Quality
Offer
Varity of size
Service
Discount
Price
8. Are you Satisfied with performance of Kothari`s products?
Strongly Satisfied Satisfied
Dissatisfied Strongly Dissatisfied
9. Rate the reason for satisfaction? (Rate the following as 1-5)
Criteria 1 2 3 4 5
Quality
Offer
Varity of size
Sinhgad Institute of Business Management, Kamlapur - 47 -
SOLAPUR UNIVARSITY, SOLAPUR
Service
Price
Discount
10. If you are not satisfied then specific reason for dissatisfaction?
CriteriaNo of
Respondents
Quality
Offer
Varity of size
Service
Price
Discount
11. Is dealer handling requirements properly?
Always Sometime Never
12. Dealer has knowledge about the product?
Yes
No
13. How do you rate your dealer’s Performance pre-purchase & post-purchase?
Good Average Poor
14. Kothari company mainly concentrates on agricultural sector?
Strongly agree Agree Not decide
Disagrees strongly disagree
15. What do you expect from a Kothari pipe company?
Quality length weightless colour
16. I share the information with my friends and relatives?
Strongly agree Agree Disagree Strongly disagree
17. Company concentrates on rural market more than urban market?
Sinhgad Institute of Business Management, Kamlapur - 48 -
SOLAPUR UNIVARSITY, SOLAPUR
Strongly agree Agree Disagree Strongly disagree
18. Kothari Company provides better services than other company?
Strongly agree Agree Disagree Strongly disagree
19. If agreed the credit facility should be at least to?
1week 2weeks 1month 2months
20. How would you rank Kothari`s products on the following attributes?
Attributes No of Respondent
Excellent
Good
Average
Poor
Sinhgad Institute of Business Management, Kamlapur - 49 -
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