analysis of customer feedback
DESCRIPTION
Analysis of Customer Feedback - Market AnalysisTRANSCRIPT
CHAPTER-1
INTRODUCTION
1.1 INTRODUCTION OF THE STUDY
In simple terms customer feedback can be defined as Information coming directly from
customers about the satisfaction or dissatisfaction they feel with a product or a service. Customer
comments and complaints given to a company are an important resource for improving and
addressing the needs and wants of the customer. The information is procured through written or
oral surveys, online forms, emails, letters, or phone calls from the customer to the company.
MARKET RESEARCH
Market Research is the collection and analysis of information about consumer, competitor and
effectiveness of marketing program.
Market research is a very actionable tools and the findings of market research are directly linked
profits and growth of the business. companies commission market research because it can help
then to increase the profit and grow of business.
Market research help the companies in three ways: -
By understanding current customer taste and preference in order to ensure that they continue to
buy companies product.
To understand the taste and preference of competitor customer in order to try to sell company’s
product to them.
To launch new product and services effectively to understand the potential of the market.
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1.2 NEED OF THE STUDY
Marketing research helps to understand the psychology and sociological aspects of customers
about the product & service. Marketing researches is key to success for a company. Marketing
research helps organization to improve their marketing strategies by understanding issues such as
their current marketing strategies.
There are following things can be identified by doing market research-
1. The psychology of how the consumers think, feels, and select between different alternatives.
E.g. brands, product, services etc.
2. By market research a company can adapt and improve their marketing complains and
marketing strategies more effective.
3. To analyze the behavior of customers while shopping or making other marketing decision.
4. To analyze and formulate the company marketing strategies.
5. To improve more customers, value and satisfaction to customers.
6. To know the level of awareness of customers towards product and services.
NEED FOR RESEARCH
It is usually said that if marketing would be a train, then market research would be the
locomotive. In other words, market research should ideally be the starting point of any marketing
exercise. Conducting any marketing exercise – be it related to pricing, promotion or distribution
of a product or service, without researching the potential market is as sensible as setting out to
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sell sand in the Sahara Desert. Market research provides the answers to all the questions that
generally occupy the minds of marketers, at every stage of the marketing process.
1- Market information.
2- Product information.
3- Promotional information.
4- Distribution information.
5- Price information.
6- Environment information.
7- General research information.
A) Will there be a demand for my product or service?
B) What should be the ideal price of my offering- on that ensures that I earn the maximum
profit?
C) Should I place my product only in urban markets or distribute even in the rural areas?
D) What should be the preferable media to promote my offering?
E) Would it be better if I replaced the pale green packets with bright yellow ones?
F) Is the fourfold growth in my sales figures a consequence of our latest television commercial?
G) How satisfied are our customers with the after sales services we provide?
H) What image comes to the mind of consumer when they hear our company’s name?
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1.3 OBJECTIVES OF THE STUDY
1. To create brand awareness and find out the level of customers’ satisfaction towards
various product and services.
2. To find out the major complains and suggestion from respondents.
3. To know the important attributes which are of value to end users so that the company can
evaluate its marketing strategy and undertake necessary actions.
4. Comparative study of products and services.
5. To analyze the customer’s feedback towards various product and service.
1.4 SCOPE OF THE STUDY
Scope of marketing research means the possible applications of marketing research in corporate
environment. Bulk of research is done to measure consumer needs and wants. Besides, marketing
research is carried out to assess the impact of past marketing actions. Some research is done to
understand the competitive, technological, social, economic, cultural, political or legal
environments of the market.
1.5 IMPORTANCE OF STUDY
Research, as a general concept, is the process of gathering information to learn about something
that is not fully known. Nearly everyone engages in some form of research. For marketers,
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research is not only used for the purpose of learning, it is also a critical component needed to
make good decisions. Market research does this by giving marketers a picture of what is
occurring (or likely to occur) and, when done well, offers alternative choices that can be made.
For instance, good research may suggest multiple options for introducing new products or
entering new markets. In most cases marketing decisions prove less risky (though they are never
risk free) when the marketer can select from more than one option.
Using an analogy of a house foundation, marketing research can be viewed as the foundation of
marketing. Just as a well-built house requires a strong foundation to remain sturdy, marketing
decisions need the support of research in order to be viewed favorably by customers and to stand
up to competition and other external pressures. Consequently, all areas of marketing and all
marketing decisions should be supported with some level of research.
While research is key to marketing decision making, it does not always need to be elaborate to be
effective. Sometimes small efforts, such as doing a quick search on the Internet, will provide the
needed information. However, for most marketers there are times when more elaborate research
work is needed and understanding the right way to conduct research, whether performing the
work themselves or hiring someone else to handle it, can increase the effectiveness of these
projects.
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1.6 RESEARCH METHODOLOGY
1. PRIMARY DATA: - Data directly collected from the field.
There are two ways to collect the primary data from field-
A) Observation- Observation method has been used to collect the data from field. In which I
have to be collect the data from field by observing the behavior and current situation of the target
product, service.
B) Questionnaire- Questionnaire is another method of collect the information from respondent.
Direct and structured questionnaire- This research study consist the direct and structured
questions to collected the information.
There are three types of questions has been designed in this study to collect the information-
• Open ended questions- In open ended questions respondent is free to give his/her opinion.
• Close questions or dichotomous questions- In close ended questions respondent have to
give his/her opinion on by showing as agree or disagree to the questions. These types of
questions are very useful to save the time.
• Multiple choice questions- In multiple choice questions respondents is offered two or
more opinions to give his/her opinion.
2. SECONDARY DATA COLLECTION: - Secondary data means information’s which
have been already collected by organization. This research study consists secondary data to
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collect the information from respondent. There are two ways to collect secondary data-
A) Internal sources.
B) External sources.
3. INTERPRETATION OF DATA: -
The collected data was first put in a tabulated form for each question and for subsequent
response. After tabulate averages and percentages has been determined which helps in
interpretation of data’s.
1.7 LIMITATIONS
1. The analysis made purely depends on the accuracy of data collected. Data quality can be
changed due to biased interviewers, wrong respondents, etc.
2. There was a constraint with regard to time allocated for the research study.
3. Detailed study of the topic was not possible due to the limited size of the project.
4. This project is not a substitute for decision making process and only assists in taking
decisions.
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2. LITERATURE REVIEW
a) ORGANIZATION’S BUSINESS SECTOR
Marketing research is the systematic and objective
• Identification
• Collection
• Analysis
• Dissemination
• and use of information
For the purpose of improving decision making related to the
• Identification and
• Solution of problems and opportunities in marketing
• Specifies the information necessary to address these issues
• Manages and implements the data collection process
• Analyzes the results
• Communicates the findings and their implications
• Helps managers use this information to make decisions
The American Marketing Association (AMA) redefined Marketing Research as: The function
that links the consumer, the customer, and public to the marketer through INFORMATION
• Used to identify and define market opportunities and problems
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• Generate, refine, and evaluate marketing performance
• Monitor marketing performance
• Improve understanding of marketing as a process
Marketing Research is classified into
Problem-Identification Research
• Research undertaken to help identify problems which are not necessarily apparent on the
surface and yet exist or are likely to arise in the future. Examples: market potential, market
share, image, market characteristics, sales analysis, forecasting, and trends research.
Problem-Solving Research
• Research undertaken to help solve specific marketing problems. Examples: segmentation,
product, pricing, promotion, and distribution research.
Classification of Marketing Research
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Marketing Research
Problem
Identification Research
Problem-Solving Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
Marketing Research Process
1. Problem Definition
2. Development of an Approach to the Problem
3. Research Design Formulation
4. Fieldwork or Data Collection
5. Data Preparation and Analysis
6. Report Preparation and Presentation
Role of Marketing Research
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Customer Groups
Consumers
Employees
Shareholders
SuppliersControllable Marketing Variables
Uncontrollable Environmental Factors
Marketing Research
Accessing Information Needs
Providing Information
Marketing Decision Making
Marketing Managers
Product
Pricing
Promotion
Distribution
Economy, Technology, Laws & Regulations, Social & Cultural Factors, Political Factors
Market Segmentation, Target Market Selection, Marketing Programs, Performance& Control
b) COMPETITORS ANALYSIS
The major competitors of The Nielsen Company in South India are:
• IMRB International
• TNS India (Taylor Nelson Sofres)
IMRB International: IMRB International (formerly “Indian Market Research Bureau”) is a
multi-country market research, survey and business consultancy firm that offers a range of
syndicated data and customized research services. Headquartered in Mumbai, India with
operations in over 15 countries IMRB is a part of the Kantar Group, WPP’s research, insights
and consultancy network. Established in 1970, IMRB was modeled on the lines of the British
Market Research Bureau. IMRB is now a leading provider of market research and insights across
South Asia, the Middle East and North Africa with specialist divisions in quantitative,
qualitative, media, retail, industrial, and customer satisfaction, business to business and social
and rural research. IMRB’s syndicated research offerings include the Market Pulse, the National
Food Survey, Web Audience Measurement (WAM), ITops, and I-Cube reports. IMRB is a part
of WPP which is formed by Sir Martin Sorrell in 1985. WPP is a £8.68 billion revenue company
with 138,000 employees in 2400 offices across 107 countries. Kantar is WPP’s research, insight
& consultancy network. Kantar was founded in 1993, is now the world’s fourth largest research
conglomerate. It boasts of $1.7 billion worth of revenue with offices in 160 offices across 95
countries. With over 1200 employees, IMRB is one of the largest providers of market research in
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Marketing Managers
India in an industry estimated to be worth a minimum of $ 187 million. As the oldest extant
market research company in India, IMRB has been responsible for establishing the first and only
household panel, the first television measurement system and the first radio panel in the country
and has played a key role in the development of market research in India. It has been rated the
‘Best Market Research Company’ by MRSI, an industry body for several years. IMRB
International's specialized areas are consumer markets, industrial marketing, business to business
marketing, social marketing and rural marketing.
Taylor Nelson Sofres: TNS is the world's largest custom market research specialist. It has
offices in more than 80 countries across Africa, Americas, Asia Pacific, Europe and the Middle
East. Formerly listed on the London Stock Exchange and a constituent of the FTSE 250 Index, it
is also a global leader in customer stakeholder management research and the biggest provider of
online market information in the world. The firm was acquired by WPP Group, the world's
largest advertising company measured by revenues, in October 2008 for 1.6 billion pounds.
Services offered by TNS: Innovation and Product Development – helping our clients develop
winning products and services, whilst managing their new product development risk.
Brand & Communication – helping our clients develop their brand strategies, develop their
communication and marketing activities, understand their brand equity and track performance.
Retail & Shopper – giving manufacturers and retailers a better understanding of in-store
behavior, motivations and decisions.
Stakeholder management - helping clients to understand and actively manage their company’s
relationships with interest groups such as customers, employees, distributors, shareholders or the
general public.
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Qualitative – helping clients uncover new consumer insights that inspire business growth.
Digital – helping clients understand the challenges of the ever increasing Digital and New Media
world.
These Areas of Expertise are the home of TNS’s research solutions. They are designed to work
“end to end” providing clients with a comprehensive portfolio of products, processes and
services within each practice area, but also across the entire portfolio.
c) SWOT ANALYSIS
Strengths:
1. Market leaders in research industry
2. Committed to data security
3. Strong client base
4. Service excellence
5. Quality of research data
Weakness:
1. Not good in holding data for further use (secondary data in future)
2. Fails to retain the talented employees.
3. No fulltime research through online.
Opportunities
1) Usage of technological tools
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2) Developing Markets - Expansion Opportunities
3) More demand than supply
4) More clients’ participation
Threats
1) Growing competition/Increased competition in market.
2) Establishment of own research departments by the companies.
3) Maintaining data privacy- Stringent Data Protection Regulations.
d) ANALYSIS OF PRODUCT/SERVICE PROFILES
Nielsen offers an integrated suite of market information gathered from a wide range of sources,
advanced information management tools, sophisticated analytical systems and methodologies,
and dedicated professional client service to help Their clients find the best paths to growth.
Clients work with their services to:
• Measure their market performance
• Analyze market dynamics
• Diagnose and solve marketing and sales problems, and
• Identify and capture growth opportunities
Their people work closely with clients to help them choose the right set of information and
services and use it to make the best possible decisions.
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Retail & Shopper Marketing
Nielsen comprehensive insights into the shopper experience—including influences such as in-
store placement and retail channels—delivers retailers and manufacturers a clear view of the
market through the consumer’s eyes. Nielsen provides an in-depth understanding of the shopper
experience, giving you insights that set the perfect mix of pricing, packaging and presentation to
drive growth.
How Nielsen Do It
Nielsen comprehensive solutions include:
• Optimizing distribution across millions of traditional trade outlets throughout India
• Analyzing assortment range and shelf management, testing new shelf layouts and
understanding shopper segmentation
• Measuring shopper behavior, including shopping mission and motivation, and marketing
activation, looking at change moments in shopper conversion process
• Organizing overall category management, product price, assortment, in-store placement and
promotion to increase share of shopper basket
• Assessing best locations for retail expansion and new store launch through understanding
sales, traffic and shopper satisfaction
Why Nielsen for Retail & Shopper Marketing?
Nielsen’s breadth of information, research and analysis offers a one-stop solution for retailers
and manufacturers seeking to understand shopper behavior. From factors such as brand
preference to the physical realities of shelf presence and merchandising display, Nielsen offer a
seamless picture of shopper decision-making and how to make your products stand out
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Brand & Portfolio Management
Nielsen helps you measure the dimensions of your portfolio and the key drivers in each
category. Nielsen allow you to assess the best ways to mix and measure your product portfolio,
identifying where your competitive strengths and opportunities lie. Nielsen helps you to evaluate
the ROI of your communication strategy and customer management programs, determining how
they could be improved to better attract consumers to your offerings.
• Strategies for positioning and building your brand as efficiently and effectively as possible,
looking at brand’s underlying health and potential for future success
• Measurement of both perception and product/service experience, as well as their correlation
to sales performance
• Optimization of brand portfolio, ensuring your product mix offers the best fit for what
consumers need
• Tools for monitoring and optimizing brand performance, anticipating demand by identifying
consumer needs
• Integration of distribution, consumer behavior and perception data to gain the best
understanding of the market and category
• Identify threat and growth potential, prioritizing future brand action
Pricing & Promotion Strategies
Nielsen optimizes your pricing and promotional strategy to align with brand and profit goals for
your entire product portfolio. Nielsen work with you to predict how various pricing and
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promotion scenarios will impact sales and profits as well as the shopper’s perception of your
brand.
• Modeling price and promotion options, discerning optimal price to drive trial and repeat
purchases, meeting volume and profit goals.
• Determining new and re-launched product pricing strategies to generate trial and respond to
competition.
• Integrating retail and consumer research data to form a holistic picture of the market, and
forecast future shifts.
• Assessing the impact on sales and profitability for manufacturers and retail partners, as well
as price interactions between own portfolio.
• Analyzing pricing promotions, with clear recommendations for improvement and pack price
optimization.
• Tracking market continuously to best respond to fluctuations and commodity cost changes.
Why Nielsen for Pricing & Promotion Strategies?
Nielsen can provide the knowledge of pricing landscape across more than 400 FMCG categories
and experience evaluating the pricing strategies for thousands of brands. Products and services
within Nielsen Pricing and Promotion practice group include analytic models and pricing
strategies that take into account the brand and product evolution.
Drawing on analytical models of historical store-month retail audit information, Nielsen offer
specific tools for new launches, re-launches as well as established brands. More than 75% of
clients repeat pricing evaluation with Nielsen on an annual basis to achieve consistent
improvement.
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Product Innovation & Renovation
Nielsen offers a full range of services that help you evaluate, develop and recharge brands and
products. From the earliest stages of idea generation through product launch and post-launch
evaluation, Nielsen provide research to help direct decisions about product innovation.
Nielsen comprehensive solutions allow you to:
• Evaluate the viability of new product ideas based on consumer, brand/category assortment
and retail environment, identifying those with the best potential
• Test your product concepts, packaging and deliver what the consumer and customer needs
• Assess external factors to identify their impact on product placement and positioning, and to
improve trade relationships, delivering what the consumer needs
• Understand the consumer adoption process and impact of relaunch among existing brand
buyers and non-buyers
• Minimize risk and portfolio cannibalism by drawing on rich database and expertise, while
maximizing sales and profit
• Forecast long-term viability of product and consumer reaction
Why Nielsen for Product Innovation & Renovation?
Nielsen has conducted tens of thousands of concept tests globally, including tests of more than
3,600 initiatives in India. Comparing current tests to Nielsen existing database provides a highly
accurate forecast of new product performance and in-market success.
Nielsen can analyze the key drivers of the category to evaluate the positioning of new initiatives
and determine their strengths and weaknesses as they relate to the competition.
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Social Media Intelligence
Nielsen’s measurement and filtering tools help you assess exactly what value can be gained from
social media, identifying when it offers advantages over traditional marketing, and when the they
can be used together. Nielsen help you understand your consumer through social media, linking
feedback and queries to customer service infrastructure and mechanisms.
How Nielsen Do It
Nielsen comprehensive solutions include:
• Listening to social media, measuring what is being said about your brand, and how to use it
to drive growth and further engagement
• Formulating a social media activation plan to enhance your brand’s social media presence,
advising on how to build brand advocacy
• Creating content and community management practices to engage the social media
community
• Evaluating consumer response and conversion to determine efficacy of digital and social
media marketing investments
• Benchmarking social media performance and actions from competitors, while tracking
threats as part of online reputation management
Why Nielsen for Social Media Intelligence?
Nielsen’s unmatched industry experience, operating on a global scale across sectors and brands,
allows Nielsen clients to leverage the full promise of social media. Through Nielsen
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customizable tools and partnerships, Nielsen provide a comprehensive suite of analytical and
consultative offerings.
As the leading resource for measurement and analysis of both TV and online viewership, Nielsen
offers the most complete picture of the evolution of social media and where it fits into your
plans.
e) TRAINING PROGRAM
o Detailed description of the operations/activities performed by the department
After giving the brief description if the activities that are performed by the department, the job I
have been assigned is to call and meet the respondents who belong to the respective target groups
personally and collect their detailed opinions about the product or service depending on that
particular project for which the customer is contacted.
Data collection process
o Fieldwork:
The main part of the company which facilities the whole practices of the research company is
field work. The Nielsen Company is fully capable to arrange all the fieldwork. The company has
a good strength of Executives, Supervisors and Interviewers The company also has arrangements
related to interviewers training which would be done through classroom training, mock
interview, and field practice.
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o Classroom Training:
The first part of training is to educate prospective interviewers on:
o The objective of market research
o The market research process
o The role of the questionnaire
o The role of the interviewer
o The Market Research Code of Conduct
• Interviewer Briefing:
The researcher executive, field manager or regional manager using interviewer instructions
drawn up by the project manager personally briefs all interviewers. Project manager is usually
from the client’s side who briefs about the project, the target group, the number of interviews to
be held, the questionnaire, the appropriate show cards to be used, the do’s and don’ts in the
project etc.
• Mock and Practice Interviews:
Mock and practice interviews are conducted by supervisors before the start of field work. The
interviewers are made thorough and familiar with the questionnaires and doubts regarding the
same are clarified to avoid any mayhem.
• Data Collection:
The interviewers are given with a set of questionnaires; the show cards related to the project and
technological tools like digital recorders or laptops depending on the kind of project and are sent
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to the filed to gather the necessary data. The interviewers are given a specific time period within
which they have to collect the data and submit it for further processes.
• Accompanied Interviews:
Regional managers or DA Executives or the project supervisors go along with the interviewers to
appointments on a routine basis to check that they adhere to procedures and policies. Even the
clients have the authority to accompany an interviewer whenever they want to check the process.
• Scrutiny:
This is been done by the supervisors of the projects. All questionnaires are checked for
completeness and obvious errors. Additional checks are also conducted to see if there are miss
markings or the complete procedure as been followed thoroughly without any mistake.
• Call-backs:
Supervisors telephone the respondent to check that whether interview was properly carried out.
This includes repeating key elements of the questionnaire to check that the answers tally. If there
are any data missing, it is collected by the supervisor and filled in, if there are lots of
discrepancies the interviewer returns to get the missing information or the respondent
replacement is done. Sometimes face-to-face back checks are also done by the supervisors where
they personally meet the respondents.
• Quality Control:
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The Nielsen Company has separate Quality Control team. After the data is scrutinized and call
backs are done, the questionnaires are sent to the QC team which checks the data through call
back and logical checks. After quality check is completed the data is dispatched to the
researcher’s department where data processing and analysis is done.
• Client participation:
Representatives of client have the power to attend the briefings, which will provide various
important details on the project. It is likely for them to accompany interviewers once the study is
under progress.
The hierarchical structure of the company is as follows:
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SENIOR MANAGER of Region 3
SENIOR MANAGER of Region 2
SENIOR MANAGER of Region 1
SENIOR MANAGER of Region 4
MANAGER MANAGER MANAGER MANAGER
DIRECTOR OF Region 3
DIRECTOR OF Region 2
DIRECTOR OF Region 1
DIRECTOR OF Region 4
ALL INDIA HEAD
CEO
PRESIDENT
3. ORGANIZATION PROFILE
The Nielsen Company is a global marketing and advertising research company headquartered in
New York. The Nielsen Company is a publicly held global information and media company, and
is one of the world's leading suppliers of marketing information (Nielsen Consumer, formerly
ACNielsen), media information and TV ratings (Nielsen Media Research), online intelligence
(Nielsen Online) and mobile measurement (Nielsen Mobile)
The Nielsen History
The Nielsen Company (erstwhile ACNielsen) was established in the United States in 1923 by
Arthur C. Nielsen, Sr., one of the founders of the modern marketing research industry. Among
many innovations in consumer-focused marketing and media research, Mr. Nielsen was
responsible for creating a unique retail-measurement technique that gave clients the first reliable,
objective information about competitive performance and the impact of their marketing and sales
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MANAGER MANAGER MANAGER MANAGER
programs on revenues and profits. Nielsen information gave practical meaning to the concept of
market share and made it one of the critical measures of corporate performance. Mr. Nielsen also
founded the business known today as Nielsen Media Research, the global leader in television
audience measurement and other media research services.
ACNielsen opened its first international office in the UK in 1939 and, after World War II,
progressively expanded its operations in Western Europe, Australia and Japan. The company
increased its presence in Asia Pacific in 1994 by acquiring Survey Research Group, and in the
Middle East and Africa in the late 1990s through the acquisition of AMER World Research.
In 2001, ACNielsen became part of VNU, a world leader in marketing information, media
measurement and information and business media.
In 2003, VNU announced a new organizational structure for VNU Marketing Information (MI),
its largest business group, to address evolving client needs and to create an enhanced platform
for accelerated growth.
In 2005, VNU attempted to expand into healthcare and pharmaceutical information by acquiring
IMS Health. Although the merger was terminated in the face of shareholder opposition, the two
companies agreed to work together to develop new capabilities.
In 2006, VNU was acquired and taken private by a consortium of six private equity firms.
In 2007, VNU changed its name to The Nielsen Company. This new identity emphasizes its best
known brand name and underscores its commitment to create an integrated, streamlined global
organization.
Vision
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To be Recognized Worldwide as Premier Professional Services Firm in Market Research
Mission
To be recognized, through continuous investment in people and technology, as the most
competent and credible marketing research institution providing reliable, and timely and
actionable marketing insights to our clients, contributing significantly to their success
Core Values: Integrity & Honesty; Respect &Development of people; Excellence & Innovation
Number of employees: 42,000 employees
Internship department: CRS (Corporate Research Service)
Name of the supervisor: Mr. Lingaiah & Mr. Santosh
#6-1-4/C, Beside Lakshmi Apartment, Dundoo Enclave, Padmarao Nagar, Secunderabd-25
Phone: 040-44544485(O)
REGIONAL LEADERS
S.No Name Designation
1 Prashant Singh Managing Director
2 Roosevelt D'souza Sr. Vice President
3 Sheen Sunny Akkara Executive Director, HR
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4. DATA ANALYSIS AND INTERPRETATION
As the part of IIP we were given Five real time projects in three different industries, they are:
I. Automobile Industry
1. VDS (Vehicle dependency Study)
2. CSI (Benchmark Customer Satisfaction Index)
3. BSSI (Benchmark Sales Satisfaction Index)
II. Telecom Industry
4. Fame
III. Steel Industry
5. Khushi
I. Indian Automobile Sector
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The Indian economy has grown at an annual rate of more than 8% over the last five years and the
industrial production has made an outstanding contribution to this growth. Auto industry was
licensed, controlled and restricted in the early years of independent India and had a limited
contribution to the economy. But post de-licensing in 1991 the industry has grown at an average
rate of 17%. The industry currently contributes about 5% of the GDP and it is targeted to grow
fivefold by 2016 and account for over 10% of India’s GDP. Automotive mission plan (AMP)
expects the industry to reach a turnover of $150-200 billion in the next ten years from the current
$45billion levels. Over the last five years the production of four wheelers in India has increased
from 9.3 lakh units in2002-03 to 23 lakh units in 2007-08 reporting a CAGR of 20%. Vehicle
manufacturers are increasingly adopting an outward looking approach and exploring new
markets & territories, ranging from Middle East, Europe, South Africa, Algeria, Latin America,
Russia, etc. Exports have increased immensely from 84,000 units in 2002-03 to 280,000units in
2007-08. Crisil estimates the passenger vehicle exports to cross 7 lakh units by 2011-12
Passenger vehicle Industry
The past few years have witnessed a rapid change in all the segments of the Indian passenger
vehicle industry. International competition, increase in the number of participants, and the need
to counter pressure on margins have made it a buyer's market rather than a seller's one. Today
customers have wide model choices and the rising income levels, especially among young adults,
coupled with the low equal monthly installments (EMIs), have made vehicle purchase affordable.
With increased foreign competition in passenger vehicles, domestic participants are scrambling
to catch up and compete by investing in R&D and improving overall efficiency. Automobile
manufacturers are now intending to provide cars in every segment with widened price range and
reaching more potential customers.
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Segment classification
The Passenger Vehicle (PV) industry is divided into
passenger cars
o A1Mini- Maruti-800
o A2 Compact- Alto, swift, Zen, Indica, Santro
o A3 Midsize- Esteem, Indigo, Accent, Honda City
o A4 Executive- Honda Civic, Toyota Corolla
o A5 Premium- Honda Accord, Hyundai Sonata
o A6 Premium- S class
utility vehicles (UV)
multi utility vehicles(MUV).
VDS
o Project Objective
To know the vehicle satisfaction levels of a customer who is using the vehicle from the past 3-4
years.
This project is held for the J.D.Power, a leading company in the customer satisfaction
measurement.
o Methodology used
Research Design used: Conclusive Research
Target Sample: 230 members
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Target customers: people who buy new four wheeler vehicle.
Research process
The customer is directly contacted directly on the road, parking or from the internal secondary
data and based on his convenience an appointment is fixed for the interview. The interview
basically goes for 20-30 minutes.
The questionnaire is divided into three parts:
• Screener
• Main questionnaire
• Demographics
The screener consists of basic details of the vehicle (make, model, month and year of delivery,
Showroom in which the vehicle was bought, vehicle displacement, vehicle color, vehicle
registration number)
The main questionnaire focuses on the objective of the study i.e. vehicle satisfaction of the
customer from the past 3-4 years (September 2008 to September 2009). The main questionnaire
is divided into ten sections (Exterior problems, The Driving Experience, Features / controls &
display, Audio/Entertainment, Seats, Heating/ventilation & AC, Interior, Engine/Transmission
problem, Other Serious problems, overall vehicle rating, Insurance provider details and Rating ).
The main questionnaire is designed using
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Itemized Rating Scale
Continuous scale ratings 1 2 3 4 5 6 7 8 9 10
Likert scale (Strongly Disagree, Disagree, neither agree nor disagree, Agree, Strongly Agree)
Demographics section gathers the information of the customer and his/her household (e.g.
marital status, age, household income, etc.)
Analysis
Assumes to be a major problem
Exterior problems 8%The Driving Experience 15%Features / controls & display 8%Audio/Entertainment 5%Seats 7%Heating/ventilation & AC 10%Interior 5%Engine/Transmission problem 40%Other Serious problems 2%
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Unacceptable Avg. Good Excellent
8%
15%
8%
5%
7%
10%5%
40%
2%
Assumes to be a major problem
Exterior problemsThe Driving ExperienceFeatures / controls & displayAudio/EntertainmentSeatsHeating/ventilation & ACInteriorEngine/Transmission problemOther Serious problems
Findings
The main interpretation that could be drawn from the graph is that a customer is mainly looking
for a trouble free engine in a vehicle, after which a customer looks for good driving experience,
ac, features, audio.
Observations on some popular vehicles: Toyota Innova
Mileage: 10-12 kmpl
Many vehicles have employed drivers
It is the best vehicle in MPV’s
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Secondary Data Obseravations
Mileage: 10-13 kmpl
Excellent service from Toyota
Ride and handling will give
Zero maintenance
A/c is very good
Quality of interiors are not up to level
Seat comfort is excellent
Cost of spares is high at showrooms
Breaking power is not enough
Average rating for this vehicle is 09/10
Maruti Swift
Mileage: 17kmpl
Best in engine performance
Good braking system
Interiors are not bad
Great Pick-up
Bumper is very weak
A/c is taking time to get cold
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Secondary Data Obseravations
Mileage: 10-13 kmpl
Excellent service from Toyota
Ride and handling will give
Secondary Data Obseravations
Mileage: 15.5kmpl
Good engine performance
Interiors are not good
It is difficult to re-gain the speed once we apply brakes
Problem with bumper
Metal used for body is not of that much quality
Average rating is 09/10
Cost of maintenance is comparatively low
Excellent servicing by Maruti
Average rating for this vehicle is 9.5/10
Tata Indica Vista
Vehicle Name: Tata Indica Vista
Mileage: 22 kmpl
Excellent engine performance
High quality engine
Smooth drive
Low quality interiors
Great fuel economy
Less maintenance
Good space and great comfort
Service from the dealers is not good
Vehicle pulls to a side on high ways
Average rating for this vehicle is 9.5/10
1. CSI (Benchmark Customer Satisfaction Survey)
Project Objective
To know the vehicle servicing satisfaction levels of a customer at the authorized
automobile showrooms (four wheelers).
**This project is held for the J.D.Power, a leading company in the customer satisfaction
measurement.
34
Secondary Data Obseravations
Mileage: 25kmpl
Good comfort
Great engine performance
Neutral response from the dealers
Very less maintenance cost
Interiors are not up to Tata’s level
A superb vehicle at affordable price
Wheel alignment problem
Average rating is 9.5/10
Methodology used
Research Design used: Conclusive Research
Target Sample: 230 members
Target customers: people who buy new four wheeler vehicle.
Research process
The customer is directly contacted directly on the road, parking or from the internal
secondary data and based on his convenience an appointment is fixed for the interview.
The interview basically goes for 20-30 minutes.
The questionnaire is divided into three parts:
Screener
Main questionnaire
Demographics
The screener consists of basic details of the vehicle (make, model, month and year of
delivery, Showroom in which the vehicle was bought, vehicle displacement, vehicle
color, vehicle registration number)
The main questionnaire focuses on the objective of the study i.e. servicing satisfaction
of the customer at the dealer after the vehicle servicing. The questionnaire is divided into
five sections (Service Initiation, Service Advisor, Service Facility, Vehicle Pickup,
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Service Quality, overall ownership rating, non-authorized facility). The main
questionnaire is designed using
Itemized Rating Scale
Continuous scale ratings 1 2 3 4 5 6 7 8 9 10
Likert scale (Strongly Disagree, Disagree, neither agree nor disagree, Agree, Strongly
Agree)
Analysis
Weightage for parameters in a service station
Service Initiation 7%Service Advisor 20%Service Facility 8%Vehicle Pickup 10%Service Quality 55%
7%
20%
8%
10%
55%
Weightage for parameters in a service station
Service InitiationService AdvisorService FacilityVehicle PickupService Quality
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Unacceptable Avg. Good Excellent
Findings
From the graph we can interpret that the customer is wants a good service quality, after which
they need a good service advisor in a vehicle service station.
The top authorized service stations (taking all the five parameters into consideration and also the
benefits they offer to the customer) according to me would be:
For Honda: Green Honda, Nagole
For Tata: Brindavan Motors, Secunderabad
For Maruti: Acer motors, thirumalgiry
For Ford: Mody ford, secunderabad
For Mahindra: VVC motors, Autonagar, Hyderabad
Observations from secondary data:
For Honda: Pride Honda, kondapur.
For Tata: Concorde, khairtabad
For Maruti: Rks motors, malakpet
For Ford: Mody ford, nagole
For Mahindra: Automotive, hyderabad
2. BSSI (Benchmark Sales Satisfaction Index)
Project Objective
To know the sales satisfaction levels of a customer at the automobile showrooms (four
wheelers).
**This project is held for the J.D.Power, a leading company in the customer satisfaction
measurement.
37
Methodology used
Research Design used: Conclusive Research
a) Objective of Conclusive Research: To test specific hypotheses and examine relationships
b) Information needed is clearly defined in Conclusive Research. Sample is large and
representative. Data analysis is quantitative
c) Outcome: Findings of Conclusive Research used as input into decision making
Target Sample: 230 members
Target customers: people who buy new four wheeler vehicle.
The customer is directly contacted at the RTO (Road Transport Office) and based on his
convenience an appointment is fixed for the interview. The interview basically goes for 20-30
minutes.
The questionnaire is divided into three parts:
i. Screener
ii. Main questionnaire
iii. Demographics
The screener consists of basic details of the vehicle (make, model, month and year of delivery,
Showroom in which the vehicle was bought, vehicle displacement, vehicle color, vehicle
registration number)
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The main questionnaire focuses on the objective of the study i.e. sales satisfaction of the
customer at the dealer during the sales. The questionnaire is divided into eight sections (pre-
purchase experience, dealer facility, deal, paperwork, financing process, rating the salesperson,
delivery time, delivery process). The main questionnaire is designed using
Itemized Rating Scale
Continuous scale ratings 1 2 3 4 5 6 7 8 9 10
Likert scale (Strongly Disagree, Disagree, neither agree nor disagree, Agree, Strongly Agree)
Demographics section gathers the information of the customer and his/her household (e.g.
marital status, age, household income, etc.)
Analysis
Weightage for parameters in buying a vehicle
pre-purchase experience 18%dealer facility 8%Deal 22%Paperwork 8%financing process 7%rating the salesperson 11%
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Unacceptable Avg. Good Excellent
delivery time 18%delivery process 8%
18%
8%
22%
8%
7%
11%
18%
8%
Weightage for parameters in buying a vehicle
pre-purchase experiencedealer facilitydealpaperworkfinancing processrating the salespersondelivery timedelivery process
Findings
From the graph we can interpret that a customer mainly comes to a vehicle showroom for the
best deal, after which pre-purchase experience and the delivery time of the vehicle helps a sales
manager to attract a customer.
**delivery time of a vehicle plays a major role in a case of the vehicles like maruti swift,
maruti dzire, Hyundai new verna, Chevrolet cruze, etc..
40
The top two showrooms (taking all the eight parameters into consideration and also the
benefits they offer to the customer) according to me would be:
This is an analysis that I have made, as I have done the survey.
The top two showrooms (taking all the eight parameters into consideration and
also the benefits they offer to the customer) according to me would be:
For Maruti motors
iv. RKS somajiguda, Hyderabad.
v. Varun motors, Begumpet, Hyderabad.
For Ford
i. Mody ford, Begumpet
ii. Mody ford, Nagole
For Honda
i. Pride Honda, Kondapur
ii. Green Honda, Nagole
For Tata
i. Concorde, Khairtabad, Hyderabad
ii. Malik Motors, banjara hills
For Hyundai
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From Secondary Data:
RKS Secunderabad is good in delivery time
From Secondary Data:
Mody ford, Begumpet is good in CRM
From Secondary Data:
Green Honda, Nagole is good for after sales services
From Secondary Data:
Concorde, Khairtabad is good for giving best deals to the customer
From Secondary Data:
Kun United is good for giving best deals to the customer but after negotiation
i. Kun United, Kondapur
ii. Lakshmi Hyundai
From the secondary data available on net we can know that the showrooms are being rated by the
user based on their buying experience on a particular parameter (i.e. taking one/two parameters
into consideration). But when the customer is being interviewed on all the parameters then the
overall ratings given by the customer differ.
** The customers are offered additional benefits (e.g. accessories, extended warranties,) only
based on the negotiation done with the dealer, if the customer hesitates at the deal then the dealer
is not providing benefits to the customer.
II. Telecom Industry Background
The Indian Telecommunications network is the third largest in the world and the second
largest among the emerging economies of Asia. Today, it is the fastest growing market in the
world. The telecommunication sector continued to register significant success during the year
and has emerged as one of the key sectors responsible for India’s resurgent India’s economic
growth.
Growth of the industry
This rapid growth has been possible due to various proactive and positive decisions of the
Government and contribution of both by the public and the private sector. The rapid strides in
the telecom sector have been facilitated by liberal policies of the Government that provide
easy market access for telecom equipment and a fair regulatory framework for offering
telecom services to the Indian consumers at affordable prices.
42
Segment wise Status
Wireline Services
With increasing penetration of the wireless services, the wireline services in the country is
becoming stagnant.
On the other hand, Broadband demand has picked up and promises to stabilise fixed line
growth.
GSM Sector
In terms of the Global System for Mobile Communication (GSM) subscriber base this now
places India third after China and Russia. China had 401.7 million GSM Subscribers
CDMA Services
CDMA technology was introduced in India as a limited mobility solution. The introduction
of CDMA services has created competition, lowered tariffs and offered many citizens access
to communication services for the first time
Internet Services
Internet services were launched in India on August 15, 1995. In November 1998 the
government opened up the sector to private operators. A liberal licensing regime was put in
place to increase Internet penetration across the country.
The growth of IP telephony or grey market is also a serious concern. Government loses
revenue, while unlicensed operation by certain operators violates the law and depletes
licensed operators market share.
New services like IP-TV and IP-Telephony are becoming popular with the demand likely to
increase in coming years. The scope of services under existing ISP license conditions are
unclear.
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3. Fame
Project Objective
Conduct a corporate reputation study for companies operating in the Telecom domain in
India on behalf of Tata Teleservices Ltd
Methodology used
Research design used: Exploratory research
a) To provide insights and understanding
b) Information needed is defined only loosely. Research process is flexible and
unstructured. Sample is small and non-representative. Analysis of primary data is
qualitative
Target Sample: 30
Target customers: Senior media reporters, press reporters, editors, Press managers, etc.
Research Process
The customers are contacted based on the appointments given by the firm management.
These appointments are fixed by calling up the persons available on the internal
secondary data.
The questionnaire mainly consists of two parts
General section
Main questionnaire
General Section of the questionnaire contains questions which asks the details of the
respondent and some details on the generalized perception of the telecom players.
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Main questionnaire probes about the eight factors (Management Quality, Financial
Performance/ Health, Market Leadership, Product and Service Quality, Customer Focus,
Corporate Governance & Business Conduct, Work Environment & Employee Relations,
Social and Environment Responsibility) about corporate telecom image in detail.
Analysis
Weightage for
parameters
Management Quality 10%Financial Performance/ Health 15%Market Leadership 5%Product and Service Quality 30%Customer Focus 25%Corporate Governance & Business Conduct 5%Work Environment & Employee Relations 5%Social and Environment Responsibility 5%
10%
15%
5%
30%
25%
5%5%
5%
Weightage for parameters
Management QualityFinancial Performance/ HealthMarket LeadershipProduct and Service QualityCustomer FocusCorporate Governance & Business ConductWork Environment & Employee RelationsSocial and Environment Responsibility
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Findings
From the above graph we can interpret that the corporate image of the telecom companies
are judged mainly based on the parameters like product-services quality, customer focus,
and financial performance/health.
III. Steel Industry:
India’s Steel Industry is more than a century old. Before the economic reforms of the early
1990s the Indian steel industry was a predominantly regulated one with the public sector
dominating the industry.
Tata Steel was the only major private sector company involved the production of steel in
India. Sail and Tata Steel have traditionally been the major steel producers of India. In 1992,
the liberalization of the India economy led to the opening up of various industries including
the steel industry. This led to the increase in the number of producers, increased investments
in the steel industry and increased production capacity. Since 1990, more than Rs 19,000
crores (US$ 4470.58 million) has been invested in the steel industry of India.
India's steel industry went through a rough phase between 1997 and 2001 when the overall
global steel was facing a downturn and recovered after 2002. The major factors that led to the
revival of the steel industry in India after 2002 was the rise in global demand for steel and the
domestic economic growth in India.
India has now emerged as the eighth largest producer of steel in the world with a production
capacity of 35MT. Almost all varieties of steel is now produced in India. India has also
emerged as a net exporter of steel which shows that Indian steel is being increasingly
accepted in the global market.
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The growth of the steel industry in India is also dependent, to a large extent, on the level of
consumption of steel in the domestic market. Steel consumption is significant in housing and
infrastructure. In recent years the surge in housing industry of India has led to increase in the
domestic demand for steel.
More than 3500 different varieties of steel are available in the steel industry of India. These
can however be classified into two broad categories –
Flat Products - Flat products include plates and hot rolled sheets such as coils and
sheets. Flat products are derived from slabs. One of the major uses of steel plates is in
ship building.
Long Products - Long products include bars, rods, wires, ropes and piers. These are
called long products due to their shapes. Long products are made from billets and
blooms. Long products are mostly used in housing and construction and also in rail
tracks.
4. Khushi
Project Objective
To know the product satisfaction levels of a customer who uses TATA Steel as raw
material to produce their respective end products.
**This project is basically done for the TATA Steels.
Methodology used
Research design used: Exploratory research
Target Sample: 30
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Target customers: Companies who uses TATA Galvano or TATA Steelium as their raw
materials in their respective firms.
Research Process
The customers are contacted based on the appointments given by the firm management.
These appointments are fixed by calling up the companies which are listed in the list
provided by the TATA steel (this is the internal secondary data).
The questionnaire mainly consists of two parts
i. General section
ii. Main questionnaire
General Section of the questionnaire contains questions which asks the details of the
respondent and some details of the company (turnover, quantity of raw materials used,
their end product.)
Main questionnaire probes about the entire properties (mechanical, chemical, grade,
bent, weather resistance,) of the raw materials they are using (along with the other brand
of raw materials). And also takes the exact expectation of the customer as the feedback.
Analysis
Analysis of Weightage for parameters
48
Weightage for parameters
49
Product Attributes 20%Order Placement & Documentation 15%Packaging 10%Delivery 15%Service and Complaint Redressal 12%Commercial Terms 13%Customer Relationship 5%Company Image (reputation, technology used, ISO Standards) 10%
20%
15%
10%
15%
12%
13%
5%
10%
Weightage for parameters
Product AttributesOrder Placement & Documentation PackagingDeliveryService and Complaint RedressalCommercial Terms Customer RelationshipCompany Image (reputation, technology used, ISO Standards)
Findings
From the graph we can interpret that the customer looks for product attributes first, after
which order-placement & documentation, delivery, and the commercial terms are given
importance in selecting a GP steel supplier.
50
Analysis of GP Steel Brands Performance on various parameters
TATA BHUSHAN UTTAM GALVA Others
Product Attributes 5 4 5 4Order Placement & Documentation 4 4 4 3Packaging 3 5 5 3Delivery 4 4 4 3Service and Complaint Redressal 3 4 4 4Commercial Terms 5 4 4 3Customer Relationship 4 5 5 3Company Image (reputation, technology used, ISO Standards) 5 4 4 3
51
TATA BHUSHAN UTTAM GALVA Others1
1.5
2
2.5
3
3.5
4
4.5
55
4
5
44 4 4
33
5 5
3
4 4 4
33
4 4 4
5
4 4
3
4
5 5
3
5
4 4
3
GP Steel Brands Performance on various param-eters
Product AttributesOrder Placement & Documentation PackagingDeliveryService and Complaint RedressalCommercial Terms Customer RelationshipCompany Image (reputation, technology used, ISO Standards)
GP Steel Brands
Scal
e Ra
tings
Findings
From the above graph we can interpret that the TATA GP sheets has some problem with
packaging and complaint redressal.
For both TATA Galvano and TATA Steelium the oil is coated (which generally are used to
protect sheets from rust, dust, other chemical reactions) on the surface of the sheet. The
customers are finding it difficult to remove the oil for their further process. After a lot of
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process they are removing oil but the sheet will remain with some scales (zinc layer), which
is not good for their end products.
Suggestions
The customer wants some solution to overcome this problem, they at least want some process
prescribed by the TATA that would solve the problem.
From secondary Data available on the internet TATA claims to supply the best quality Steel
to its customer.
Problems encountered
a) Lengthy questionnaires: interviews were in-depth which were good but the directions
given from one question to other were not appropriate where customer felt
inconvenient in answering the questions.
b) Sometimes respondents used to change the given schedules after reaching his/her
premises which used to affect the whole routine and the respondents also used to
make us wait beyond the given appointment time.
c) No proper briefing was given to the interviewer due to which the interviewers faced
some problem at the interview.
Solutions
a) Questionnaire must be designed correctly according to the possible replies that are
expected from the customer/respondent.
b) The appointment should be fixed with the respondent and a confirmation regarding
the same as to be done before the interviewer visits the place.
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c) Briefing: Thorough briefing should be given to all the interviewers regarding the
questionnaire and also the project so that it will be possible for the interviewers to
explain the same to the respondents.
5 - FINDINGS
The analytical part of the study of “Analysis of Customer feedback” for different industries
reveals the following things.
54
Vehicle dependency Study (VDS): The main interpretation that could be drawn from
VDS is that a customer is mainly looking for a trouble free engine in a vehicle, after
which a customer looks for good driving experience, ac, features, audio.
Benchmark Customer Satisfaction Index (CSI): we interpreted that the customer
wants a good service quality, after which they need a good service advisor in a vehicle
service station.
BSSI (Benchmark Sales Satisfaction Index): we can interpret that a customer mainly
comes to a vehicle showroom for the best deal, after which pre-purchase experience and
the delivery time of the vehicle helps a sales manager to attract a customer.
Delivery time of a vehicle plays a major role in a case of the vehicles like maruti swift,
maruti dzire, Hyundai new verna, Chevrolet cruze, etc..
Fame: we can interpret that the corporate image of the telecom companies are judged
mainly based on the parameters like product-services quality, customer focus, and
financial performance/health.
Khushi: we can interpret that the customer looks for product attributes first, after which
order-placement & documentation, delivery, and the commercial terms are given
importance in selecting a GP steel supplier.
6 - SUGGESTIONS AND CONCLUSIONS
SUGGESTIONS
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The company is the marketing research in the primary research, but is not a good one in
retaining the data collected for further use, which can be used as internal secondary data
in the future.
Respondents at the senior management level are willing to give response only through
online, but we do not have an option to forward the questionnaire and get it filled online,
due to which we lose some respondent opinions.
Employee should not be loaded with many projects at a time, which could decrease the
quality of the data that is to be collected.
The employees are to be retained as man power is one of the main asset of the firm.
CONCLUSION
From the internship at Nielsen I have gained lot of practical knowledge. Now I have a thorough
understanding of the various types of researches and the process involved in it. I have also come
to know about the rules that are followed in the research industry. The journey at Nielsen was
very informative for the last five months. Being part of an effective team I have learnt things like
how to manage oneself when working with a team, coordinating various meetings, how to keep
the attitude right towards the goal.
Initially, we faced lot of problems when we started approaching respondents with lengthy
questionnaire. But gradually as days passed I understood the process about how to manage with
respondents of different demographics such as age, social status etc, Along with understanding
the primary data collection process the internship has also made to better understand the various
management processes learnt in theory such as team work, managing time and to take
responsibilities.
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7 - BIBILIOGRAPHY
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Book: Marketing Research by Naresh k Malhotra, sixth Edition
Pearson Publishers
Website sources:
http://en.wikipedia.org/wiki/Marketing_research
http://www.acnielsen.co.in/company/history.shtml
http://www.mouthshut.com/
http://www.autoinfoz.com/
http://www.team-bhp.com/
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