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8/3/2019 Market Potential for Diesel Genrator Sets in Pune Industry at J. P. Synergy Consutants Ltd. by Ankush Shrivastava
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A
PROJECT REPORT
ON
MARKET POTENTIAL FOR AUTHORISED ANNUAL MAINTENANCE
CONTRACT OF DIESEL GENERATOR SETS IN PUNE INDUSTRIAL
ZONE
SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
THE DEGREE OF
MASTERS IN BUSINESS ADMINISTRATION (MARKETING)
SUBMITTED BY
ANKUR KUMAR SHRIVASTAVA
VISHWAKARAMA INSTITIUTE OF MANAGEMENT
PUNE-411048
2005-2006
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ACKNOWLEDGMENT
This project would not have been completed without the assistance and
guidance of many individuals. I would take this opportunity to acknowledge the
help of them, in providing guidance, spending their valuable time and reviewing
my project.
In particular I would like to express my heart felt gratitude to my project
leader at JP Synergy Consultants, Mr. Pushkar Phadtare for his constant
support, recommendations and continuously motivating me for the project,
without which it would have been not possible to complete my project. His
experience, feedback and hard work kept me on track and helped me produce
much better results.
I would also like to acknowledge the support and valuable time given to me by
my Project Guide Prof. Abhay Kardeguddi and Dr. Sharad Joshi, Director of
Vishwakarma Institute of Management who gave me guidance at each and every
step of my project.
I would also like to thank all the managers in the different companies, which I
visited, for their kind cooperation during my project.
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TABLE OF CONTENTS
1. INTRODUCTION 1
2. OBJECTIVES 2
3. COMPANY PROFILE 3
4. EXECUTIVE SUMMARY 5
5. ABOUT THE MAINTENANCE 7
6. RESEARCH INSTRUMENT 12
7. RESEARCH METHODOLOGY 17
8. FIELD WORK 25
9. OBSERVATIONS, ANALYSIS & INTERPRETATION 26
10. LIMITATIONS 46
11. CONCLUSION 47
12. RECOMMENDATIONS 49
13. BIBLIOGRAPHY 51
14. APPENDIX 52
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INTRODUCTION
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INTRODUCTION
Due to the power problem in our country more and more companies and
individuals are using diesel generator sets. In the diesel generator two things are
very important- one is the product and other is the service. So the companies &
other individuals using D.G. sets need service and maintenance of their D.G. sets
for efficient and effective running. It was a hypothesis/thinking that many
companies are not taking authorized annual maintenance contract (AMC) due to
high costs or due to some to other reasons.
So I have undertaken this research project to study the market of AMC and
know the market potential for AMC of DG sets. Another important part of my
research is to check the satisfaction or dissatisfaction of the customers with the
service and to know the reasons for which the companies not prefer authorized
AMC.
Also I have given suggestions that how the companies can improve the service
to their customers and increase the customer satisfaction.
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OBJECTIVES
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OBJECTIVES
To determine the present market of authorized annual maintenance
contract (AMC) for diesel generator sets.
To identify the share of different service providers of annual maintenance
contract to various companies.
To know the preference of companies for the annual maintenance contract
given by service providers.
To determine the preference of companies for authorized service.
To know the payment terms for annual maintenance contract preferred by
different companies.
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COMPANY PROFILE
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COMPANY PROFILE
JP Synergy Consultants is a firm promoted in the year 2002 by professionals
having wide experience in the industry. This is a consultancy firm engaged in
providing consultancy services to the industry. The areas of operation are:
Marketing
Manufacturing
Human resources development
Project Management
Marketing Consultancy includes market development, channel partner
identification, evaluating distribution network, strategy formulation and
implementation, customer satisfaction index studies, market research and training.
Manufacturing Consultancy includes productivity improvement, quality
enhancement programs and management effectiveness and measurement modules.
Project management includes evaluation and value estimation of plants,
facilitating the process of takeovers, facilitating production process.
Human resource Development consultancy includes managerial effectiveness,
goal setting and evaluation, role of organization and its different focal functions.
The firm is broadly divided into three functional areas namely consultancy &
project management, training and market research.
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The firm s customers include
Kirloskar Oil Engines Ltd.
Tata Motors
Bharat Vikas Group
Coca-Cola
Bank of Maharashtra
Niranjan Polymers Etc. To name few.
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EXECUTIVE SUMMARY
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EXECUTIVE SUMMARY
This project was undertaken to perform the market study of annual
maintenance contract (AMC) for diesel generator (D.G.) sets and also to know the
market potential for authorized annual maintenance contract of D.G. sets.
Firstly the questionnaire was prepared and a pilot study was conducted. Then
the questionnaire was revised and the main research study was done. First the areas
outside Pune city were targeted which comprised of companies, hotels, and institutes.
After outside Pune city was covered, Pune city and Pimpri-Chinchwad were targetted.
The maintenance managers through direct interview gave mostly the feedback. A total
of 206 customers were covered in this research.
Through the survey knowledge was gained about the types of D.G. sets used
by companies, how many companies have annual maintenance contract for D.G. sets
or they are doing self-service. The survey gave an insight into the different service
providers to the D.G. sets of different companies, the type of AMC they are providing
i.e. comprehensive or without material. One of the most important things found from
this survey was that how many of the companies are satisfied or dissatisfied from the
service and what are the reasons for their dissatisfaction.
On the basis of conclusions, recommendations are suggested for the AMC
market of D.G. sets. To target more and more customers, the price of the AMC should
be competitive enough to attract the customers. Also the distribution network of
service dealers should be appointed in such away that each important area is covered
to meet the specific customers requirements of that area. The marketing of the AMC
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service should be done in such a way that more and more customers should be
targetted in the promotion.
The type of research methodology selected was descriptive research because
the aim of the research was to collect information from different respondents. Census
method was adopted for the selection of industries. The field for research was decided
such that it would cover all the important areas of Pune district, which have got
potential for AMC.
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ABOUT THE
MAINTENANCE
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ABOUT THE MAINTENANCE
Maintenance is the key to lower operating costs. A diesel engine requires
regularly scheduled maintenance to keep it running efficiently.
There are basically two types of maintenance done for diesel generators:
1. Preventive Maintenance:
This type of maintenance is done on a regular basis under a
maintenance schedule so as to prevent any breakdown of the D.G. set. This is the
easiest and least expensive type of maintenance.
There are 4 types of maintenance checks in preventive maintenance:
a) A Check:
Daily
Lubrication: Regular oil level is checked, top up if
necessary
Fuel System: Fuel level in the fuel tank is checked and
the tank cap is secured.
Cooling System: The coolant level is checked in the
radiator top up if necessary and the cap is secured.
Instruments: All instruments are checked if they are
functioning.
Others: Leakage of coolant, fuel and lub oil are checked
& rectified.
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b) B Check:
300 hours/every 3months
All the A checks are repeated
Lubrication:
Oil in the sump is changed, drained off
while still hot and the magnetic drain plug
is cleaned.
The FIP linkage is lubricated by using
oilcan.
Oil level is checked in FIP and governor
and top up if necessary.
Engine oil filter housing is cleaned. Oil
filter cartridge and O-ring are replaced. Oil
filter housing is filled with recommended
engine oil.
Fuel System:
Both fuel filters are changed.
Drain plug of fuel filter bowls are
removed and sediment id drained off.
Cooling System:
Coolant concentration is checked;
replacement or addition of coolant is done
if necessary.
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Radiator core is cleaned with
compressed air.
Air System:
Restriction indicator is checked whether
in operating condition or showing red
signal?
Air cleaner element is cleaned for dry
type air cleaner.
In case, red signal is shown in restriction
indicator, and then the element is taken up
for cleaning.
Oil condition is checked and oil level in
air cleaner oil bath.
Others:
Connections of starter motor and
alternator are checked and tightened if
necessary.
Cylinder head units are tightened (with
engine warm) and in correct sequence.
Valve clearance is checked and adjusted,
if necessary (engine warm).
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c) C Check:
600 hours/every 6 months
Battery mounting is checked. Battery posts and
terminals are cleaned. Terminals are tightened and
Vaseline/petroleum jelly is smeared.
Air ducting hoses are removed and cleaned.
Engine breather cap (stainer) is removed and cleaned in
kerosene oil; air is blown in reverse direction and
refitted. Rubber gasket is replaced, if necessary.
Valve clearance is checked and adjusted, if necessary
(engine warm).
Lubrication of water pump is done with bearing grease.
Fuel filter bowl is cleaned and filter element No.1 is
replaced. The drain plug of fuel filter No.2 is removed
and sediment is drained off. The system is bleeded.
The thermostat is checked for proper functioning and
operating temperature.
Engine is checked for trouble-free operation (colour of
exhaust gases and nozzle operation).
d) D Check:
1200 hours/every 12 months
All A, B, C Checks are repeated.
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Oil pan mounting cap screws is checked whether is
tightened or not.
Fan belt tension is checked and replaced if necessary.
Grease is applied to fan hub & belt tensioner.
The fuel tank is checked for the dirt and sediments.
2. Breakdown Maintenance:
Breakdown maintenance is the maintenance, which is carried out after
the breakdown of the diesel generator. It involves huge cost as the production
is halted due to breakdown on diesel generator, if no alternative power supply
is there.
It should be avoided as far as possible. Preventive maintenance is done
on a regular basis.
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RESEARCH
INSTRUMENT
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RESEARCH INSTRUMENT
Marketing researchers have a choice of three main research instruments in
collecting primary data
Questionnaires
Psychological tools
Mechanical devices
QUESTIONNAIRES:
A questionnaire consists of a set of questions presented to respondents because
of its flexibility, the questionnaire is by far the most common instrument used to
collect primary data. These need to be carefully developed, tested and debugged
before they are administered on large scale.
In preparing a questionnaire, the researcher carefully chooses the questions
and their form; wording and sequence, the form of the question asked can influence
the response. Marketing research distinguish between closed-ended and open-ended
questions.
Closed-ended questions specify all the possible answers and provide answers
that are easier to interpret and tabulate.
Open-ended questions allow respondents to answer in their own words and
often reveal more about how people think. They are especially useful in exploratory
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research, where the researcher is looking for insight in to how people think rather than
measuring how many people think a certain way.
PSYCHOLOGICAL TOOLS:
Marketing researchers can probe a buyer s beliefs and feeling using
psychological tools such as:
Laddering techniques
Depth interviews
Rorshach tests
MECHANICAL DEVICES:
Mechanical devices are occasionally used in marketing research.
Galvanometers measure the interest on emotions aroused by exposure to a specific ad
or picture the tachistoscope flashes and ad to a subject with an exposure interval that
may range from less than one hundredth of a second to several seconds. After each
exposure the respondent s eye movements to see where their eyes land first how long
they linger on a given item and so on.
Quantitative measures:
Some marketers prefer more qualitative methods for gauging consumer
opinion because consumer actions do not always match their answers to survey
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questions. New tools such as video s, pagers and informal interviewing will help
marketers overcome the limitations of traditional research methods.
TYPES OF QUESTIONS:
Closed-end questions
Open-end questions.
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CLOSED-END QUESTIONS
Name Description Example Dichotomous A question with two
possible answers
In arranging this trip did you personally phone
America?
Yes No
Multiple
choice
A question with three or
more answers
With whom are you traveling on this flight?
No one Children only Spouse Friends
Likert Scale A statement with which
the respondent shows the
amount of agreement
Small airlines give better service than large ones.
Strongly disagree Disagree
Agree Strongly agree
Semantic
differential
A scale connecting two
bipolar words. The
respondent selects the
point that represents his
or her opinion
Indian airlines
Large_ _ _ _ _ _ _ _ _ _ Small
Experienced _ _ _ _ _ _ _Inexperienced
Modern_ _ _ _ _ _ _ _ _ _ Old fashion
Importance
scale
A scale that rates the
importance of some
attribute
Airline food service to me is
Very important Important
Not important
Rating scale A scale that rates some
attribute from poor toexcellent
Indian food service is
Excellent Very good GoodFair Poor
Intention to
buy scale
A scale that describes the
respondent intention to
buy
If an in-flight telephone were available on a long
flight I would
Definitely buy Probably buy Not sure Not
Buy
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OPEN-END QUESTIONS
Name Description Example
Completely unstructured A question that respondents
can answer in an unlimited
number of ways
What is your opinion on Indian
airlines
Word association Words are presented one at a
time and respondents
mention the first word that
comes to mind
What is the first word that comes
to your mind when you hear the
following
Airline_ _ _ _ _ _ _ _ _ _
American_ _ _ _ _ _ _ _ _
Sentence completion An incomplete sentence is
presented and respondents
are asked to complete it
When I choose an airline the
most important consideration in
my decision is_ _ _ _ _ _ _ _
Story Completion An incomplete story is
presented and respondents
are asked to complete it
I flew American a few days
ago. I noticed that the exterior
and the interior of the plane had
very bright colours. This aroused
in me the following thoughts and
feelings_ _ _ _ _ _ _ _ _ _ .Now
complete the story.
Picture A picture of two characters is
presented with one making a
statement respondents areasked to identify with the
other and fill in the empty
Thematic appreciation
test(TAT)
A picture is presented and
respondents are asked to
make up as story about what
they think is happening or
may happen in the picture.
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RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY
The marketing research process involves a number of inter-activities which
overlaps and do not rigidly follow a particular sequence. A researcher is often
required to think a few steps ahead. For example, if a researcher has formulated a
research problem and is considering the sample plan, he is suppose to consider the
time of data to be collected as also the detailed tabulation. This is because the various
steps will have some influence over the following step.
Let us now describe the major steps involved in marketing research project.
FORMULATING THE RESEARCH PROBLEM
The first step is research is formulating a research problem. It is most
important stage in applied research, as poorly defined problems will not yield useful
results. It is rightly said, a problem well defined is half solved .
Poorly defined problem s cause confusion and do not allow the researcher to Develop
a good research design.
In order to identify the research problem, three categories of symptomatic Situations,
namely, overt difficulties, latent difficulties and opportunities should be studied.
Overt difficulties are those which are quite apparent and which manifest themselves.
For example, if a firm has been witnessing a decline in its sales for sometime this
could be called an overt difficulty. Latent Difficulties, on other hand, are those which
are not so apparent and which, if not checked would soon become evident. For
example, declining sales may in due course demoralize the sales staff. Unnoticed
opportunities indicate the potential for growth in a certain area of marketing. Such
opportunities are not clearly seen and some effort is required to explore them.
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A complete problem definition must specify each of the following:
[i] Unit of analysis
[ii] Time and space boundaries
[iii] Characteristics of interest- both the results that are of concern to management
and the variables that are to be tested for their relationship to the results
[iv] Specific environmental conditions
Taken together these four aspects identify the who, when, where & what of the
research. These are briefly explained.
UNIT OF ANALYSIS
The individuals or objects whose characteristics are to be measured are called
the units of analysis. The units always identify the objects to be studied. It is
necessary that the universe is well defined. Consider, for example, the statement
Women s dress buyers in Delhi stores on January 30, 1990 . The universe indicates
Buyers of women dresses implying that the buyers may be either male or female.
Time and space boundaries As regards time and space boundaries, we find that two
universes are again different. In the first instance, a precise date, viz. 30th January
1990 is given.
The buyers universe specifies stores located in Delhi.
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CHARACTERISTICS OF INTEREST
This aspect identifies the focus problem. It is necessary that the problem definition
specify one or more characteristics to be measured and the fact that the nature
relationships amongst them are to be determined. Thus, we may like to know more
specifically as to what dresses are liked by educated women or those who are
employed.
ENVIRONMENTAL CONDITIONS
The problem definition must specify the environment for which the company
wants research results. It may also spell out possibilities of changes as well as the
direction of change in environment so that the research study does not become
irrelevant. It may be emphasized that the problem definition in marketing research is a
step towards identification and structuring of the management s question.
HYPOTHESIS DEVELOPMENT
A hypothesis is a proposition, which the researcher wants to verify. Often
there may be several competing hypothesis, either specified or implied. If before
undertaking the research, the researcher finds that all hypotheses are true, then there is
no need whatsoever to undertake of research is to select among the possible
hypotheses and to test them empirically with the help of statistical tool in order to
ascertain whether they are true or false.
While the formulation and testing of hypotheses are important in research, it is not
necessary that every marketing research study must have a hypothesis.
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CHOICE OF RESEARCH DESIGN
A research design specifies the method and procedures for conducting a
particular study. The researcher should specify the approach he intends to use with
respect to the proposed study. Broadly speaking research designs can be grouped into
three categories- exploratory research, descriptive research and casual research. An
exploratory research focuses on the discovery of ideas and is generally based on
secondary data. It is preliminary investigation, which does not have rigid design.
A descriptive study is undertaken when the researcher wants to know the
characteristic of certain groups such as age, sex, educational level, income,
occupation, etc. In contrast to exploratory studies, descriptive studies are well
structured.
A causal research is undertaken when the researcher is interested in knowing
the cause and effect relationship between tow and more variables. Such studies are
based on reasoning along well-tested lines.
Further, the researcher should select that research design which is appropriate in
achieving the objects to study.
DETERMINING SOURCES OF DATA
The next step is to determine the sources of data to be used. The
marketing researcher has to decide whether he has to collect primary data or depend
exclusively on secondary data. Sometimes, the research study is based on both the
secondary and primary data.
When a study is to be based on a secondary data, whether partly or fully, it is
necessary to satisfy oneself the data are quite suitable for the objectives spelt out by
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the study. A sincere effort must be made to look into the existing data with a view to
examining their suitability for the research. It is only when such secondary data are
unavailable, inadequate, or unreliable, that a researcher should decide on collecting
fresh data.
DESIGNING DATA COLLECTION FROMS
Once the decision in favour of collection of primary data is taken, one has to
decide the mode of collection. The two methods available are observational method
and survey method.
Observation method:
This method suggests that data are collected through one s observation. If the
researcher were a keen observer, with integrity he would be in a position to observe
and record data faithfully and accurately. While the observational method may be
suitable in case of some studies, several things of interest such as attitude, opinions,
motivations and other intangible states of mind cannot be observed.
Surveys:
In marketing research, field surveys are commonly used to collect primary
data from the respondents. Surveys can be (i) personal (ii) telephonic (iii) by mail (iv)
by diary. Of these, personal and mail surveys are more frequently used in India. A
choice has to be made regarding the type of survey for collecting data. There are
certain advantages and limitations of each type of survey. Broadly speaking,
telephonic survey is suitable when very limited information is sought in a short period
of time. Moreover, such information should be readily available with the respondents.
In contrast, surveys based on personal interviews are suitable when detailed
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information is to be collected. Sometimes a combination of two or more methods
could also be used.
Whether it is a personal or mail survey, it is necessary to design a suitable
questionnaire, conduct a pilot survey and undertake a pre-testing of questionnaire.
The pre-testing will enable the researcher to realize the shortcomings of his
questionnaire. In the light of this reaction of the respondent, coupled with the
personal observation of the researcher, the questionnaire should be modified.
DETERMINING SAMPLING DESIGN AND SAMPLING SIZE
Another aspect, which forms a part of research process, is the sampling plan.
When the marketing has decided to carry out a field survey, he has to decide whether
it is to be a census or sample survey. In almost all cases, a sample survey is
undertaken on account of its overwhelming advantages over a census survey.
When a decision in favour of a sample survey has been taken, it is necessary to
have a clear definition of the population from which the sample is to be drawn, before
deciding on the type of sample design to be used.
The object of sampling is to choose a sample, which will faithfully reproduce
the characteristic of the population or universe.
ORGANISING AND CONDUCTING THE FIELD SURVEY
Having prepared the questionnaires and select the sample design and size of
sample, the next step is to organize and conduct the field survey. Two important
aspects should be looked into- interviewing and the supervision of fieldwork. The task
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of interviewing seems to be simple but, in reality, it is one of the most difficult
tasks in marketing research. This is because respondents are generally hesitant in
giving
information unless approached with tact, initiative and intelligence. Supervision of
fieldwork is equally important to ensure timely and proper completion of the field
survey.
PROCESSING ANS ANALYSING THE COLLECTED DATA
Once the field survey is over and questionnaires have been received, the next
task is to aggregate the data in meaningful manner. A number of tables are prepared to
bring out the main characteristics of the data. The researcher should have a well
thought out framework for processing and analyzing data, and this should be done
prior to the collection. It is advisable to prepare dummy tables; as such an exercise
would indicate the nature and extend of tabulation as also the comparisons of data that
can be undertaken.
In order to derive meaningful results from the statistical tables, the researcher
may use one or more of the following four steps. The first step is to calculate relevant
measures of central tendency as also of dispersion, highlighting the major aspects of
the data. The second is to cross tabulate the data to ascertain some useful relationship.
The third is to calculate the correlation coefficient and undertake a regression
analysis between variables. The fourth is to undertake a multivariate analysis. Such an
analysis uses a variety of techniques to determine important relationship amongst
several variables.
While designing a research study, the researcher should give adequate thought
to the use of particular analytical techniques.
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It is necessary that the researcher give as much importance to the analysis and
interpretation of data as he has given to their collection.
PREPARING THE RESEARCH REPORT
Once the data have been tabulated, interpreted and analyzed, the marketing
researcher is required to prepare his report embodying the findings of the research
study and his recommendations. As a poor report on an otherwise good research will
considerably undermine its utility, it is necessary that the researcher gives sufficient
thought and care to its preparation.
CONCLUSION
The marketing research process, as described above, involves various steps,
through strict adherence to each of these steps may not be necessary. A researcher
may deviate from the above sequence and steps depending on his specific needs.
Further, while it is beneficial to draw a detailed plan and sequence of various
activities in marketing research, it is hardly so if it requires such financial backing as
the firm cannot afford.
Another point worth emphasizing is that howsoever elaborate a research
design may be, it s successful
Implementation depends in no small measures on its management. In fact,
management of research, whether in marketing or not in any other field is of great
importance.
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FIELD WORK
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FIELD WORK
Places Visited:
Chandni Chowk
Bavdhan
Pirangut
Khadakvasla
N.D.A. Road
Hinjewadi
Talegaon
Urse
Maval
Kanhe Phata
Nangargaon
Lonavala & Khandala
Phugewadi
Pimpri
Pune City
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OBSERVATIONS,
ANALYSIS &
INTERPRETATION
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1. COMPANIES HAVING ANNUAL MAINTENANCE CONTRACT(AMC) FOR D.G.SETS
TYPE OF SERVICE AMC SELF SERVICE
AMC VS. SELF SERVICE 58.25% 41.75%
AMC VS. SELF SERVICE
58%
42%
AMC
SELF SERVICE
From the pie chart, we can see that 58% of companies are taking annual
maintenance contract for service while 42% of companies are doing self-
service.
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2. SHARE OF DIFFERENT SERVICE PROVIDERS OF AMC TOVARIOUS COMPANIES:
1. FOR CUMMINS:
TYPE OF SERVICE TRIDENT SERVICE LOCAL SERVICE
% OF COMPANIES 73.33% 26.67%
Trident services, the authorized dealer of Cummins has got 73.33% market
share in the Cummins diesel generator sets service while other local service
providers have got 26.67% share.
% OF COMPANIES
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
TRIDENT SERVICE LOCAL SERVICE
% OF COMPANIES
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2. FOR KIRLOSKAR:
TYPE OF SERVICE KIRLOSKAR SERVICE LOCAL SERVICE
% OF COMPANIES 78% 22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
KIRLOSKAR
SERVICE
LOCAL
SERVICE
% OF COMPANIES
% OF COMPANIES
The authorized dealers of Kirloskar have got 51% market share in the
Kirloskar diesel generator sets service while other local service providers have
got 49% share.
Authorized Dealers for Kirloskar are :
1. DV Brahme & Sons Sales & Service Ltd.
2. Kelkar Brothers Sales Pvt. Ltd., Sadashiv Peth
3. Kelkar Brothers Sales Pvt. Ltd., Mulshi
4. Sagarsons Industrial Marketing (P.) Ltd., Pune
5. Vyespee & Co., Pune.
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3. FOR GREAVES:
TYPE OF SERVICE M.K. SERVICE LOCAL SERVICE
% OF COMPANIES 57% 43%
57%
43%
0%
20%
40%
60%
M.K. SERVICE LOCAL
SERVICE
% OF COMPANIES
% OF COMPANIES
M.K. Service, the authorized dealer of Greaves has got 57% market share in
the Greaves diesel generator sets service while other local service providers
have got 43% share.
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3. TYPE OF ANNUAL MAINTENANCE CONTRACT (AMC)
PREFFERED BY COMPANIES
TYPE OF AMC COMPRHENSIVE WITHOUT MATERIAL
% OF COMPANIES 19.17% 71.66%
TYPE OF AMC
19.17%
71.66%
COMPRHENSIVE
WITHOUT MATERIAL
More than 2/3rd
of companies, which are taking AMC, prefer without material
AMC than the comprehensive AMC.
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SATISFACTION WITH THE SERVICE PROVIDER
1. CUMMINS SERVICE:
SATISFACTION SATISFIED NOT SATISFIED
% OF COMPANIES 77.27% 22.73%
77.27% of the companies are satisfied with the Cummins service while
22.73% of companies are dissatisfied.
Local service providers for Cummins diesel generator sets are:
1. Palav Enterprises
2. Sai Genetic Enterprises
3. Renuka Diesel
4. DV Brahme
5. M.K. Service
6. Summit Power Industries Pvt.ltd.
7. Universal Enterprises
8. Bharat Electronics.
SATISFACTION
77.27%
22.73%
SATISFIED
NOT
SATISFIED
% OF COMPANIES
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ISSUES OF DISSATISFACTION WITH CUMMINS SERVICE:
REASONS IMPROPER SERVICE TIME COST PERSON'S EMPATHY OTHER REASONS
% OF COMPANIES 41.17% 29.41% 17.64% 5.88% 5.88%
REASONS
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
IMPROPER
SERVICE
TIME COST PERSON'S
EMPATHY
OTHER
REASONS
% OF COMPANIES
41.17% of companies are dissatisfied due to improper service, 29.41% are
dissatisfied due to time. 17.64% of the companies are dissatisfied due to cost,
5.85% are dissatisfied due to person s empathy and rest 5.85% are dissatisfied
due to other reasons.
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2. KIRLOSKAR SERVICE:
KIRLOSKOR SERVICE SATISFIED NOT SATISFIED
SATISFACTION 87.75% 12.25%
SATISFACTION
88%
12%
SATISFIED
NOT SATISFIED
87.75% of the companies are satisfied with the Kirloskar service while
12.25% of companies are dissatisfied.
Local Service Providers for Kirloskar diesel generator sets are:
1. Kulkarni
2. Aishwarya sales & services
3. Sucheta
4. Ace Engineers
5. Dubey
6. M.K. Services
7. Kelkar Brothers
8. S.Engineers
9. Summit Power Indutries Pvt. Ltd.
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10. Raskar
11. Orient Electronics
12. Acetech
13. Accurate Power Systems
14. Trident Services
ISSUES OF DISSATISFACTION WITH KIRLOSKAR SERVICE:
REASONS IMPROPER SERVICE TIME OTHER REASONS
% OF COMPANIES 20% 60% 20%
REASONS
0% 10% 20% 30% 40% 50% 60% 70%
I M P R O P E R
S E R V I C E
T I M
E
O T H E R
R E A S O N S
% OF COMPANIES
60% of companies are dissatisfied due to time, 20% are dissatisfied due to
improper service. And the rest 20% are dissatisfied due to other reasons.
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3. ANY OTHER SERVICE:
SATISFACTION SATISFIED NOT SATISFIED % OF COMPANIES 90% 10%
SATISFACTION
90%
10%
SATISFIED
NOT SATISFIED
90% of the companies are satisfied with the any other service while 10% of
companies are dissatisfied.
In any other service, all the other local service providers who give service for
other diesel generator sets come.
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ISSUES OF DISSATISFACTION WITH OTHER SERVICES:
REASON TIME
% OF COMPANIES 100%
REASON
0% 50% 100% 150%
TIME % OF COMPANIES
All the companies are dissatisfied due to time, i.e. the service person not
coming on time to give the service.
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PREFERENCE OF COMPANIES FOR AUTHORISED/ NON-
AUTHORISED SERVICE:
SERVICES AUTH. SERVICE NON AUTH.SERVICE NOT REPLIED
PREFERENCES 48.05% 11.65% 40.30%
PREFERENCES
48%
12%
40% AUTH. SERVICE
NON AUTH.SERVICE
NOT REPLIED
48% of companies prefer authorized service, 12% of the companies not prefer
authorized service & 40% of the respondents have not replied.
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REASONS FOR AUTHORISED SERVICE PREFERENCE:
REASONS GOOD SERVICE GOOD MATERIAL RELIABILITY GUARANTEE ANY OTHERS
PREFERENCES 66 27 40 9 11
PREFERENCES
0
10
20
30
40
50
60
70
G O O D S E R V
I C E
G O O D M A T E R
I A L
R E L I A B I L I T Y
G U A
R A N T
E E
A N Y O T H E
R S
N O . O
F C O M P A N I E
PREFERENCES
66 companies prefer authorized service due to good service.
40 companies prefer it due to reliability.
27 companies prefer it due to good material.
9 companies prefer it due to guarantee.
11 companies prefer authorized service due to other reasons.
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REASONS FOR NON-AUTHORISED SERVICE PREFERENCE:
9 companies prefer non-authorized service due to cost.
2 companies prefer it due to good service.
3 companies prefer it due to time.
1 company prefers non-authorized service due to availability of trained
workers.
9 companies prefer it due to other reasons.
REASONS COST GOOD SERVICE TIME AVAILABILITY OF TRAINED
WORKERS ANY
OTHERS
PREFERENCES 9 2 3 1 9
PREFERENCES
0 2 4 6 8 10
COST
GOOD SERVICE
TIME
AVAILABILITY OF TRAINEDWORKERS
ANY OTHERS
PREFERENCE
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PAYMENT TERMS FOR ANNUAL MAINTENANCE CONTRACT
PREFERRED BY COMPANIES:
PAYMENT TERMS MONTHLY QUARTERLY HALF YEARLY YEARLY AS PER WORK
PREFERENCES 9.61% 17.31% 5.77% 47.11% 20.19%
PREFERENCES
10%
17%
6%
47%
20%
MONTHLY
QUARTERLY
HALF YEARLY
YEARLY
AS PER WORK
47% of companies prefer yearly payment for AMC.
20% of companies prefer payment for AMC as per work.
17% of companies prefer quarterly payment for AMC.
10% of companies prefer monthly payment for AMC.
6% of companies prefer half -yearly payment for AMC.
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RELATION BETWEEN CUSTOMER SATISFACTION &
AUTHORIZED MARKET SHARE:
For finding the relationship between customer satisfaction and authorized, the areas
visited have been divided into five zones-Chandni Chowk, Pirangut, Talegaon, Pimpri
& Pune City.
Then it was observed for Kirloskar Oil Engines Ltd. (KOEL) & Cummins
their no. of D.G.sets used. Then for no. of Kirloskar D.G.sets & Cummins D.G.sets
being used, no. of customers taking authorized service & no. of customers satisfied
with the service. Using analytical method of Regression, an equation that establishes
the relationship between customer satisfaction and authorized market share was
established.
This equation establishes the relationship between market share for authorized
service providers & the customer satisfaction.
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CUMMINS:
TYPE OF
CUSTOMERS
CHANDNI
CHOWK
PIRANGUT TALEGAON PIMPRI PUNE
CITY
CUSTOMERS
TAKING
AUTHORIZED
AMC
7 12 11 9 2
SATSIFIED
CUSTOMERS
WITH
AUTHORIZED
AMC
5 12 9 5 2
REGRESSION ANALYSIS:
X Y X2
Y2
XY
5 7 25 49 35
12 12 144 144 144
9 11 81 121 99
5 9 25 81 45
2 2 4 4 4
=33 = 41 = 279 = 399 = 327
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X = X /N= 6.6,
Y = Y /N= 8.2
Regression Equation is
Y-Y = byx (X- X )
Where byx = (N XY
-( X ) ( Y ))/ (N X 2-( X ) 2)
= 0.92
Putting this value in equation it becomes
Y-8.2= 0.92(X-6.6)
Hence final equation is:
Using this equation we can get to know that if Cummins wants to achieve total AMC
market share of 83 customers then it should have a customer satisfaction of nearly
100%.
Y=0.92X + 2.13
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Annual Maintenance Contract
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KIRLOSKAR:
TYPE OF
CUSTOMERS
CHANDNI
CHOWK
PIRANGUT TALEGAON PIMPRI PUNE
CITY
CUSTOMERS
TAKING
AUTHORIZED
AMC
3 12 6 6 4
SATSIFIED
CUSTOMERS
WITH
AUTHORIZED
AMC
3 11 4 5 3
REGRESSION ANALYSIS:
X Y X2
Y2
XY
3 3 9 9 9
11 12 121 144 132
4 6 25 36 24
5 6 25 36 30
3 4 9 16 12
=26 = 31 = 180 = 241 = 207
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X = X /N= 5.2,
Y = Y /N= 6.2
Regression Equation is
Y-Y = byx (X- X )
Where byx = (N XY
-( X ) ( Y ))/ (N X 2-( X ) 2)
= 1.02
Putting this value in equation it becomes
Y-6.2= 1.02(X-5.2)
Hence final equation is:
Using this equation we can get to know that if Kirloskar wants to achieve total
authorized market share of 92 customers then it should have a customer satisfaction of
97%.
Y=1.02X + 1
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LIMITATIONS
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Annual Maintenance Contract
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LIMITATIONS
In any research, the researcher should ensure that the research does not
have a high degree of error. If no care is exercised in minimizing errors that
are likely to crop up at every stage then they are bound to assume phenomenal
proportions.
In this research also I have tried to minimize errors as much as
possible, but still there may be some errors due to the following reasons:
1. Non-response Error:
It is almost impossible to obtain data from each and every respondent
covered in the sample. There are always some respondents who refuse to give
any information. This error also occurs when the concerned managers are not
available.
2. Lack of knowledge:
This is caused when the concerned manager is not having correct
knowledge about the maintenance of diesel generator and the service provider.
3. Area Limitation:
This study was limited to Pune district only. Therefore the findings
may differ from other parts of India where I have not visited.
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CONCLUSION
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Annual Maintenance Contract
VIM, PUNE 47
CONCLUSION
1. Market Potential for the authorized AMC for diesel generator industry is good as
there is a good demand for diesel generators among the companies due to power crisis
which results in a good demand of AMC for diesel generators.
Expansion is going in almost every industry and to meet this expansion, they
need diesel generator sets and service is needed for these sets. The authorized service
providers of AMC can tap a large share of AMC market if they keep their customers
satisfied.
2. Another factor in the market of this AMC industry is that mechanical based
industries have the technical expertise and maintenance department in their own
company. So they do not want to take AMC for service as this will not be cost
effective to them.
3. The priority of attributes which helps customers in deciding which service is better
is cost, time and then person s empathy.
4. For Kirloskar Oil Engines Ltd.:
The authorized dealers of Kirloskar are the market leader in the Kirloskar
service.
5. For Cummins India Ltd.:
Trident Services, the authorized dealer of Cummins is the market leader in the
Cummins service.
6. For Greaves:
M.K. Services, the authorized dealer of Greaves is the market leader in the
Greaves service.
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Annual Maintenance Contract
VIM, PUNE 48
7. Kirloskar has got better share in authorized AMC market than Cummins because it
is having more reach than Cummins due to better dealer network and also because o f
the higher level of satisfaction of customers with Kirloskar service than Cummins
service.
8. Annual maintenance contract without material is the preferred form of AMC with
the companies.
9. Majority of the companies prefer authorized service and the main reasons for their
preference are good service, good material and reliability.
Some companies do not prefer authorized service and the main reasons for
their non-preference of authorized service are high cost involved, availability of
trained workers and more time taken by authorized service providers to give service.
10. Many companies do self service as they have got trained workers, who can do the
maintenance of diesel generator sets. Also it leads to saving in cost.
11. Another important point in this industry is the customer relationship management.
Many companies are having long term relationships with the local service providers.
So these companies not like to switch to other authorized or local service providers.
12. Yearly payment is the most preferred form of payment for AMC by different
companies.
In numeric terms, the market potential for AMC of diesel generator sets is
more than Rs.25 crore in Pune district alone. From all this we can safely conclude that
there is a huge market potential for AMC of diesel generator sets.
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RECOMMENDATIONS
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Annual Maintenance Contract
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RECOMMENDATIONS
Customers will switch over to the authorized annual maintenance contract
if the cost involved in the service is competitive with the local service providers or
authorized service providers are able to provide value satisfaction in terms of
transparency, timely service and customer education.
The time taken in providing service to the customer should be minimized
so as to give quick & efficient service.
Authorized service providers should extend their reach by exploring sub
dealers/ representatives in industrial areas.
Another recommendation is that the diesel generator companies should do
more and more promotion of their service and the customers should be made aware of
the cost benefit advantages of taking service from the authorized company dealer.
The diesel generator companies should try to do customer relationship
management and maintain a good relationship with customers, which goes a long way
in maintaining good business relations.
The authorized service providers should focus on their service quality.
They should give a better service than their local counterparts & this should be their
USP.
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Annual Maintenance Contract
VIM, PUNE 50
The authorized service providers should give a guarantee for their service.
For keeping the customers satisfied, the service providers should try to
understand the problems of customers by putting themselves in customer s shoes.
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BIBLIOGRAPHY
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Annual Maintenance Contract
VIM, PUNE 51
BIBLIOGRAPHY
BOOKS:
1. Dr. Kulkarni B.D., Research Methodology , Everest Publishing House, Pune,
(2002).
2. Mr. Kotler Philip, Marketing Management , Pearson Education Inc., (2005).
3. Mr. Beri G.C., Marketing Research , Tata McGraw-Hill Publishing
Company limited, New Delhi, (2004).
WEBSITES:
1. www.kirloskars.com
2. www.kirloskarapps.kirloskar.com
3. www.greavescotton.com
4. www.cat.com
5. www.cumminsindia.com
OPERATION AND MAINTENANCE MANUALS:
1. Cummins Diesel Engine , Bulletin No.3243786-02, (Jan.2003).
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APPENDIX
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QUESTIONNAIRE
Name of the company :
Address :
Contact Person / Designation :
Phone No. :
Mobile No. :
DG Set is powered by an engine of the make
a) Cummins b) Kirloskar c) Caterpillar d) any other
What is KVA rating of the set?
Approximate Year of purchase:
Do you have AMC for DG Sets?
Yes No
If yes, is it for complete set or for part of DG Set?
Who is the service provider?
For Engine: For Electrical:
For entire Set:
Which type of AMC they provide?
a) Comprehensive b) Without Material
In case of breakdown how fast is his service?
<2 hrs. 2-4 hrs 4-8 hrs
<24 hrs >24 hrs
Are you fully satisfied with your current service provider?
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Yes No
If no, what are issues of dissatisfaction?
Cost Time Person s Empathy Improper Service
Do you prefer an authorized AMC service provider?
Yes No
Reasons:
Good Material Reliability Cost Good Service
Availability of Trained Workers Guarantee
What are the existing terms and conditions?
Monthly Quarterly Half Yearly Yearly
As per work
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