INTRODUCTION

This version of the electric wet grinder was first introduced into the

restaurants so that they could cut down on the amount of time that it took for

them to prepare these types of food for their guests. However, the product

grew in popularity until it was integrated into many households for common

everyday use as well. Many of the electric wet grinders that are on the

market today still use the two stones to grind down the grains, and the most

common (and best) type of stone that is used in these appliances is granite.

Now those people working in kitchens everywhere are able to have more

time to spare for the more important duties around the household. Plus, this

reduction of time allowed for more people to be able to prepare the

nutritious, culturally rich foods that they enjoy on a regular basis. It also can

be cost effective because of the fact that the stones that are used in the

electric wet grinders do not have to be refinished as often as the old hand

held devices did.

One thing that you should consider if you are looking to invest in a

new wet grinder for your home is that it is a quality product. There are quite

a few manufacturers that try to get by using lower quality components and

stones to build their grinders, and this can cause a lot of problems and

frustrations when you are trying to buy a good, modern wet grinder.

Remember to do research on the company you are thinking about buying

from before you make your final decision, and check to see if they have a

consumer rating and if they are regulated by any type of government agency.

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Wet Grinder

The wet grinder is a tool that has been around for many, many years.

Originally it was only used in kitchens in Southern India as a means of

grinding down wet grains and lentils for specially prepared dishes. The first

wet grinders were made out of large rocks and there was a hole carved in the

stone. A chuck of circular stone that fit into the hole was fitted with a type of

wooden handle. The stone would then fit into the carved out space and the

worker would grind on the wet grains using their muscles to push down on

the stone while rotating the handle simultaneously. The process of grinding

down the water and grain mixture was often tedious and could take a long

time. The pastes that the wet grinder produced could be used in foods like

dose, sevai, vada, and idli.

However, in recent years the implementation of electricity and the

mechanization of the wet grinder led to a revolution in this process in many

working class kitchens that utilize this tool. The amount of time that it once

took to prepare a meal has been drastically reduced and it has allowed more

and more people access to these types of food. The earliest forms of these

mass produced items used a sort of mechanism that rotated the two stones

against each other with just a minimal amount of turning on the part of the

worker, but it could still be a time consuming task.

This is probably why many of the foods that relied on the use of a wet

grinder for preparation were not introduced to a large number of people

outside of Southern India until the electric version of the wet grinder was

introduced to the market. The first one of these still relied on the use of

stones, only now they were powered by electricity when they rotated. Plus

2

INDUSTRY PROFILE

Coimbatore wet grinder industry hopeful of 20 pc growth by 2007 —

Seeks distinct identity

R.Y. Narayanan

The Central Government is funding the Rs 36-lakh cluster development project...

and the three-year project would run from 2004 to 2007.

Coimbatore , Dec. 21

WET grinder manufacturing industry in Coimbatore, which accounts for

nearly 90 per cent of the market for wet grinders in the country, hopes to

witness a 20 per cent growth in production once the three-year cluster

development project, now in its first year of implementation, is completed.

It is also trying to make Coimbatore known internationally for wet grinders,

by moving the Geographical Identification Registry (GIR), Chennai to

establish the distinct identity of the Coimbatore wet grinders.

According to Mr R. Soundrakumar, Secretary, Coimbatore Wet Grinders and

Accessories Manufacturers Association (COWMA), there are nearly 700

units, involved in the manufacture of wet grinders and their accessories

including domestic, commercial and table-top wet grinders. The total

number of wet grinders produced is around 60,000 units a month.. He said

the Central Government is funding the Rs 36-lakh cluster development

project for Coimbatore wet grinders and the three-year project would run

from 2004 to 2007. The project has helped forge greater unity among the wet

grinder manufacturers here.He said apart from bringing the manufacturers

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together, the project will help make an essentially south Indian product gain

pan-India acceptance. He anticipated that by 2007, when the cluster

development project would be in its third year, the industry would register a

20 per cent growth.

He said one of the positive developments was that a mutual credit guarantee

fund has been created under which the members are able to get finance sans

any collateral. Under this scheme, each member has put Rs 1.25 lakh and

SIDBI has provided a matching amount as loan without interest, repayable

in five years. Vijaya Bank has provided Rs 2.5 lakh as loan, taking the total

package to Rs 5 lakh to each beneficiary.

Mr Soundrakumar said COWMA has formed three separate consortiums for

purchase, marketing and for the benefit of arm- set manufacturers.

It is also seeking from the Centre a Rs 50-lakh grant for the establishment of

a testing centre, for which assistance from Tamil Nadu Government is also

being sought.

He said a major problem is the lack of uniform standards in wet grinders.

COWMA wanted to address this issue so that product quality could be

improved.

The association is in the process of engaging a consultant from Germany for

developing a prototype of motor for exclusive use for the wet grinders. The

consultant is expected to come to Coimbatore next month.

4

COMPANY PROFILE

Butterfly company profile:

The Butterfly Group, Pioneers in Stainless Steel Appliances started

operations four decades ago. The company was the first in India, to

introduce Stainless Steel Pressure Cookers and Vacuum Flasks, and acquire

the ISO 9002 certification, in the LPG and Mixie divisions. Over the years,

under the enterprising leadership of Mr. V Murugesa Chettiar and his sons,

Butterfly has grown to be a household name among millions in India.

Today, Butterfly manufactures a comprehensive range of home appliances,

kitchen products and cookware. Four state-of-the-art-manufacturing units,

backed by the latest R&D facilities ensure total compliance to standards of

excellence in design and quality.

Quality and Consistency are the prime motivating factors. Butterfly’s in-

house design facilities, tool & die-making facilities with an impetus on

quality control, has enabled the company to consistently produce products of

the highest quality sticking to the finest functionality norms.

The Company has state of the art manufacturing facility. The Company’s

R&D facilities has the latest design and development tools, Spectrum

Analyzer etc. to keep up its passion for progress at all levels. This passion

would constantly give birth to new product ranges

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Over the years, the BUTTERFLY Group has grown from just manufacturing

a handful of basic kitchen utensils to an organization involved in a

comprehensive range of domestic appliances, kitchen products and

cookware.

Butterfly products are also exported to the United Kingdom, Canada,

Australia, Japan, Middle East and the East Asian Countries, among others.

Across the globe, Butterfly products have been recognized for their quality

standards by various international organizations.

The Success of Butterfly is attributed to its customer orientation. Serving the

customer with the finest quality products and adapting to the changing needs

and tastes of customers has been the Company’s primary motive

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Key Statistics about Butterfly

Headquarters Chennai Area, India

Industry Consumer Electronics

Type Privately Held

Status Operating

Company Size 2,000 employees

Founded 1935

Website http://butterflyindia.com

Gender

Male

80%

Female

20%

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PRODUCT PROFILE

MATCHLESS

» 3 conical roller stone assemble for faster grinding

» Aesthetically designed body made of ABS material

» High torque single phase motor

» 900 RPM – Motor Speed

» Unbreakable and transparent arm lid made of polycarbonate material

» Swing arm assembly and detachable ss Drum for easy operation

» 5 years warranty

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ELITE

»3 conical roller stone assembly for faster grinding

»Aesthetically designed body made of ABS material

»High torque single phase motor

»900 RPM Motor Speed

»Unbreakable and transparent lid made of polycarbonate material

»Swing arm assembly and detachable SS Drum for easy operation

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» 3 conical roller stone assembly for faster grinding

» Aesthetically designed body made of ABS material

» High torque single phase motor

» 900 RPM Motor Speed

»Unbreakable and transparent lid made of polycarbonate material

»Swing arm assembly and detachable SS Drum for easy operation

» 2 years warranty

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OBJECTIVES OF THE STUDY

The primary objective of the study is to ascertain the attitudes of the

customers towards the butterfly wet grinder. The respondents include

employees, business people, students.

The study includes:

To study the satisfaction level among butterfly wet grinder customer.

To study the dealer selection criteria of a particular brand by the

customers.

To evaluate the effectiveness of wet grinders advertisements.

To find out the availability of the stock at dealers in twin cities.

To find out the condition of the stock during the delivery and duration

of delivery of the stock.

To find out the servicing facility giving by the dealers to the

customers.

And also to find out the overall satisfaction of the grinder from

customers.

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SCOPE OF THE STUDY

The scope of this study was to know the consumers attitude about the

various factors such as company image, quality etc and also to know their

brand awareness. Further it also helps to know the effective media to

advertise the product. The study can also be used to know customer

satisfaction level about price, discount basis; quality etc thus the main scope

of the study was to identify the Consumer satisfaction and consumer

expectations about the company and its products.

LIMITATIONS

The present is subjected to following LIMITATIONS.

1. Method of data collection was through personal interview and therefore personal bias becomes a major limitation.

2. Due to the time constraints all the customer were not covered.

3. The sample was restricted to 50 respondents (Customer),which may restrict the scope and completion of study.

4. The scope of study is restricted only to Chennai city

5. Due to their busy schedule some customers won’t give answers to all the questions in the questionnaire

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RESEARCH METHODOLOGY OF STUDY

SAMPLE SIZE:

The data has been collected from 60 people.

TARGET SAMPLE

Target sample has been picked in particular reference to the

consumer’s demographic variables.

SAMPLING METHOD:

The sampling method is the procedure or way in which the sampling

has been done. As no project or research can be done taking in to

consideration the whole of the population or universe, the concept of

sampling is used, as per the concept of sampling. Only some sample is taken

from the universe in order to find out the result.

Sampling technique used: convenience sampling.

SOURCES OF DATA:

PRIMARY DATA:

The data for study has been collected by well structured, yet easy to

understand questionnaire forms specially designed to cover aspects

regarding the background of the reader, his/her opinion on BUTTERFLY

GRINDER and finally about BUTTERFLY Company, visited wide section

of people for the survey and interviewed them to collect all the necessary

information which was filed and analyzed at a later time of the study.

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SECONDARY DATA:

Data collected from journals, internal records of the company,

published data and Internet websites.

FORMULATION OF QUESTIONNAIRE:

Structured questionnaire were formulated for the survey, with the help

of which data’s and other information’s were collected from consumers. A

sample copy of questionnaire has been given in the annexure of the reports

towards the end.

AREA AND PERIOD OF STUDY:

The project was carried out in Chennai City covering Government

sector, Private sector, students, professionals and businessmen as part of the

Survey and the study. The data collected has been tabulated and analyzed

with the help of simple statistical techniques and conclusion has been drawn.

Sufficient explanations are given wherever necessary for easy

understanding.

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REVIEW OF LITERATURE

Satisfied customers, partners, suppliers and employees mark the difference

between business success and failure. Armed with the feedback you gain

from surveying your customers on a regular basis, you'll be able to develop

the products, programs and services that will turn your satisfied customers

into loyalcustomers

Customer Satisfaction Results.  

Not only are customer surveys essential for assessing and improving

customer loyalty, it is a well documented marketing fact that the very act of

surveying a customer can increase the likelihood of purchase

by up to 300 percent.

Survey Software.

Survey software describes the tools to design, manage, and analyze

customer use and satisfaction surveys. Survey software ranges from out-of-

the-box pre-designed tools that provide only basic question customization

and raw data reporting to highly customizable surveys with powerful

reporting features. Survey software can be integrated with an organization's

database so that the survey questions are tailored to the features of the

customer in question(at risk, repeat buyer)

On the reporting end, real-time web-based data analysis tools are the

norm, so that managers can graph, query, and otherwise slice and dice user

feedback in any imaginable way. Customer feedback can be tied to future

purchasing patterns, allowing for better prediction of revenue streams from

product change and customer service initiatives.

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The Value of Customer Satisfaction By Andrew Mennie, General Manager

eGain Communications EMEA What is the connection between customer

satisfaction and the bottom line?

Ever wondered how much customer satisfaction is worth? We all know and

accept that it is a strategic goal for all organisations involved in the delivery

of customer service. Yet in all my experience as a professional in this arena,

I have never come across a customer services director who could articulate

the financial value of customer satisfaction to their business. Conversely, I

have never met a Customer Service Director who wasn’t measured on it.

How bizarre. Big business is happy to measure it but doesn’t know what it’s

worth.

One of the reasons for the difficulty in making the connection, is the

intangibility of customer churn. That is to say, how dissatisfied does a

customer have to be before they leave and sign with the competition? What

might be an intolerable experience for one customer may well exceed all

expectations of another. Then there’s competition. What if there isn’t any?

Before deregulation how concerned were the large utility companies with

customer satisfaction or British Telecom come to that. Interesting therefore

that the telecoms sector is where war is being waged on customer

satisfaction. could it be that high customer satisfaction attracts new

customers and helps retain existing ones? Sounds like that could be worth

something

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Ten Basic Rules For Customer Satisfaction

1. Involve top management.

2. Know the customers.

3. Let the customers define what attributes are important.

4. Know the customers' requirements, expectations, and wants.

5. Know the relative importance of customer decision criteria.

6. Gather and trust data

7. Benchmark the data against competitors, and identify competitive

strengths and weaknesses.

8. Develop cross-functional action plans that enhance strengths and correct

weaknesses.

9. Measure performance continually and spread the data throughout the

organization.

10. Be committed to getting better and better and better

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DATA ANALAYSIS AND INTERPRETATION

TABLE 1

AGE OF THE RESPONDENTS

Age No. of Respondents Percentage (%)

Less than 20 4 8.00

21-30 34 68.00

31-40 8 16.00

41-50 2 4.00

51 and above 2 4.00

TOTAL 50 100.00

INTERPRETATION:-

In my study it is found that most of customers using 21-30 age people

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TABLE 2

GENDER OF THE RESPONDENTS

gender No. of Respondents Percentage (%)

male 33 66.00

female 17 34.00

Total 50 100.00

INTERPRETATION:-

In my study it is found that most of customers 33 male’s and 17 are females

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TABLE 3

OCCUPATION OF RESPONDENTS

OccupationNo. of Respondents Percentage (%)

students 33 66.00

service 7 14.00

business 6 12.00

others 4 8.00

TOTAL 50 100.00

INTERPRETATION:-

In my study it is found that most of customers who are using this students

Sevice and as well as business people

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TABLE 4

MARTIAL STATUS OF RESPONDENTS

Martial statusNo. of Respondents Percentage (%)

married 6 12.00

single 44 88.00

Total 50 100.00

INTERPRETATION:-

In my study it is found that most of customers who are using this single

And as well as married people

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TABLE 5

How many times do you use in a week

In a weekNo. of Respondents Percentage (%)

1 time 21 42.00

2 times 13 26.00

Above 2 times 16 32.00

Total 50 100.00

INTERPRETATION:-

In my study it is found that most of 42% customers are using 1 time

In a week and as well as 32% customers are using adove 2 times

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TABLE 6

Do you think this product save more power than other product’s

Save more power No. of Respondents Percentage (%)

yes 32 64.00

no 18 36.00

Total 50 100.00

INTERPRETATION:-

In my study it is found that 64% of customers are agree to save power and

18% of customers are not agree to save power

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TABLE 7

How many stones do you preffer in a grinder

stonesNo. of Respondents Percentage (%)

two 26 52.00

three 24 48.00

Total 50 100.00

INTERPRETATION:-

In my study it is found that most of customers preffer two stones

Grinder and as well as remaing preffer three stones grinder

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TABLE 8

Are you satisfied with this design

satisfiedNo. of Respondents Percentage (%)

yes 36 72.00

no 14 28.00

Total 50 100.00

INTERPRETATION:-

In my study it is found that 72% of customers are satisfied with this design

And 28% of customers are not satisfied with this design

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TABLE 9

Are you satisfied with quality of this product

satisfiedNo. of Respondents Percentage (%)

yes 41 82.00

no 9 18.00

Total 50 100.00

INTERPRETATION:-

In my study it is found that 82% of customers are satisfied quality of

This product 18% of customers are not satisfied

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TABLE 10

Are you satisfied with it’s price

satisfiedNo. of Respondents Percentage (%)

yes 33 66.00

no 17 34.00

Total 50 100.00

INTERPRETATION:-

In my study it is found that most of the customers who are using this product

Are satisfied with it’s price

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TABLE 11

Popularity of the product in your locality

popularityNo. of Respondents Percentage (%)

less 8 16.00

moderate 30 60.00

high 12 24.00

Total 50 100.00

INTERPRETATION:-

In my study it is found that popularity of the product 60% of moderate

24% of high& 16% of less

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TABLE 12

Do you think butterfly grinder is superior to the other brands in the market

superiorNo. of Respondents Percentage (%)

yes 18 36.00

no 10 20.00

Don’t know 22 44.00

Total 50 100.00

INTERPRETATION:-

In my study it is found that 44% of customers are don’t know & 36%

Of customers agree butterfly grinder is superior to the other brands

FINDINGS & SUGGESIONS

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FINDINGS

1. Dealers are satisfied with the margins of butterfly grinder

2. The distribution channel is much effective in butterfly grinders

3. Most of the customers are satisfied design of the grinder

4. Some of the customers are not satisfied with the Servicing Centers

provided by the dealers.

5. Most of the customers suggest to improve the publicity through TV

ads and Hoardings.

6. Some of the customers are not satisfied with the price of the

grinder, they want the company to review the price of the grinder.

7. Some of the customers are not satisfied with power consuming

8. Through my survey, I came to know that most of the customers

expecting some offers (gifts) on the purchase of the grinder from

dealers.

9. Some of the customers are prefer two stones in grinder

10. The Overall satisfaction of the customers on this grinder is, to some extent it is good.

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SUGGESTIONS

1. I suggest to reduce the weight of the stones in grinder

2. To improve servicing facility at the dealers points, so that each and

every customer may feel happy and makes him to buy the product and

he may also suggest it to his friends.

3. I suggest to increase the service center’s in local area’s

4. One of the most important thing is about power saving, most of the

customers I met are having power saving problem with the grinder. So

I would like to bring the notice of this points to the company to take

care

5. To increase the sales, the dealers should come with some new things

like offering gifts and discounts.

6. The company must continue its efforts, in maintaining quality and

durability as brand preference mainly based on them.

7. First step to take increase the sales promotion of this grinder is to

improve the advertisement through TV ads and good hoardings

8. In order to gain the competitive edge over competitors, it has to make efforts to improve the product features and quality.

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CONCLUSION

India is evolving with a greater speed and pace in order to acquire a global recognition and many of the foreign companies are interested in investing in India because of the raising Economy .This is proving to be a trait to the already existed grinder companies in order to position themselves in this competitive market. The study reveals that ,as being a finest grinder in its class and range in smooth handling nature May gives the customers a feel of satisfaction but by viewing the changing market strategies and changing customers perception towards grinder may proving this butterfly grinders as An expensive grinder when compared with other grinders of its range. The study also reveals that most of the butterfly grinders customers are loyal towards the Grinders, but the have completion from the close competitor ultra grinders may also be Proving the price structure of a grinder is being a main attribute of consideration among Customers.

The study also reveals that, even after being in the industry from so many years the Butterfly is failing to retain its old customers and attracting new customers. The main Failure towards this aspect is the promotional activities. Reynolds should definitely take a corrective steps and it should increase its promotional activity frequency with a higher Number as compared to now.

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BIBLIOGRAPHY

SNO

BOOK NAME AUTHOR PUBLISHER

1 Marketing management

Philip Kotler

Hal 1996

2 Marketing research Boyd Richard D.Irwan 1994

3 Marketing research D.D.Sharma AITBJ 2002

4 Statically method S.P.Gupta Sultan Chand 2002

Web Sites:

www.butterfly india.com

www.google.com

www.wet grinder Coimbatore.com

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ANNEXURE (QUESTIONNAIRE)

A STUDY ON CUSTOMER SATISFACTION TOWARDS BUTTERFLY GRINDER

1. Name of the respondent (optional):

2. Age :() less than 20( ) 21-30( ) 31-40 ( ) 41-50( ) 51 and above

3. Sex: male ( ) female ( )

4. Occupation: ( ) student ( ) service ( ) Business ( ) others

5. Martial status: ( ) married ( ) single

6. How long have you been using butterfly grinder…………………………..year

7. How many times do you use in a week

1 time ( ) 2 times ( ) above 2 times ( )

8. Do you think this product save more power than other product’s?

Yes ( ) no ( )

9. How many stones do you prefer in a grinder?

Two ( ) three ( )

10. Are you satisfied with this design …..? Yes ( ) no ( )

11. Are you satisfied with quality of this product ……yes ( ) no ( )

12. Are you satisfied with its price …..Yes ( ) no ( )

13. Popularity of the product in your locality: less ( ) moderate ( ) high ()

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14. Do you think butterfly grinder is superior to the other brand in the market?

Yes ( ) no ( ) don’t know ( )

15Improvements that have to be made to the product if any………………………………….

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