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Project report on customer satisfaction on OREVA GRANITILE INDIAN INSTITUTE OF BUSINESS MANAGEMENT INDIAN INSTITUTE OF BUSINESS MANAGEMENT PUNE PUNE A Project Report On CUSTOMER SATISFACTION TOWARDS OREVA GRANITILE Submitted in partial fulfillment Of the requirements For the award of the degree in MASTER OF BUSINESS ADMINISTRATION MASTER OF BUSINESS ADMINISTRATION With specialization in MARKETING INSTITUTE OF MANAGEMENT STUDIES INSTITUTE OF MANAGEMENT STUDIES INSTITUTE OF MANAGEMENT STUDIES 1 HUBLI

Customer Satisfaction Towards Oreva Granitiles

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Page 1: Customer Satisfaction Towards Oreva Granitiles

Project report on customer satisfaction on OREVA GRANITILE

INDIAN INSTITUTE OF BUSINESSINDIAN INSTITUTE OF BUSINESS MANAGEMENT MANAGEMENT

PUNEPUNE

A

Project Report On

CUSTOMER SATISFACTION TOWARDSOREVA GRANITILE

Submitted in partial fulfillmentOf the requirements

For the award of the degree in

MASTER OF BUSINESS ADMINISTRATIONMASTER OF BUSINESS ADMINISTRATIONWith specialization in

MARKETING

INSTITUTE OF MANAGEMENT STUDIES INSTITUTE OF MANAGEMENT STUDIES

Under The Guidance of Mr. Rohit C Kalaskar Mr. Rohit C Kalaskar Submitted by:

Sec.Gen & professor IMSSec.Gen & professor IMS Sharath babu MSharath babu M HUBLI HUBLI Reg No: Reg No: A-08/08/MBA/0033A-08/08/MBA/0033

INSTITUTE OF MANAGEMENT STUDIES 1 HUBLI

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Project report on customer satisfaction on OREVA GRANITILE

INSTITUTE OF MANAGEMENT STUDIES 2 HUBLI

Recognized by AAMBA,, Affiliated to IIBM University, Pune

Email: [email protected] Website: www.hubliedu.org

H.E.T’S

INSTITUTE OF MANAGEMENT STUDIES LAKE-VIEW CAMPUS, BESIDE UNKAL LAKE, UNKAL, HUBLI-

580031 (Karnataka State)

Phone (o): 0836-2271011Tel/Fax: 0836-2271011

Ref. No: HETS-IMS/: Date:

Certificate

This is to certify that the project work entitled “customer

satisfaction towards oreva granitile” has been successfully

carried out by SHARATH BABU MOPARTHI (A-08/08/MBA/0033)

of MBA VI Tri- Semester student under our supervision and

guidance.

Mr. Rohit. C. Kalaskar

Sec.Gen & Professor

HET’s IMS Hubli

External Examiner’s

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Project report on customer satisfaction on OREVA GRANITILE

DECLARATION

I, here by declare that the work embodied in this project

report entitled “Customer Satisfaction towards Oreva

Granitiles” represents the original work done by me under the

supervision and guidance of Prof. Rohit C Kalaskar Department

of Management Studies, Institute of management studies, Hubli

during the academic Year 2008-2010. Previously this report or

any part thereof has not formed the basis for the award of any

degree, or other similar title.

Date:31/06/2010 SHARATH BABU

MOPARTHI

Place: Hubli M.B.A VI Tri-Semester

ACKNOWLEDGEMENTThe satisfaction and euphoria that accompanies the

successful completion of any task would be incomplete

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without thanking people who made it possible.

Many are responsible for the knowledge and experience I

have gained during my Major Concurrent Project.

I would like to express my profound sense of

gratitude to our esteemed, college chairman Mr. Khaleel

Ahemad kukmari for his complete support,

encouragement and guidance during my entire project.

I also would like to avail this opportunity to thank

our esteemed secretary general and my internal guide

Mr. Rohit C Kalaskar for providing me an opportunity

to carry out the project and extending their valuable

guidance and complete support during this entire

duration.

My sincere thanks to who in spite of their busy

schedules accommodated me for one to one interactions

to collect my primary data.

And I also thank my Parents and Family for their co-

operation and help.

SHARATH BABU

MOPARTHI

Reg No:

A-08/08/MBA/0033

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RATIONALE FOR THE STUDY

1.1Introduction

Every organization comes into existence with clear purpose &

objectives. The fulfillment of objectives helps the organization to

survive, grow & develop either directly / indirectly objectives of the

company are subjective in nature in order to achieve them the means are

transformed into actions. These actions in technical terms are known by

various names such as Financial Management, Human Resource

Management, Resource & Development Management, Production

Management, Purchase Management & Marketing management.

However all these actions are not isolated. They work in perfect co-

ordination & harmony to attain the objectives.

In the modern world there exist, a cut through completion for every

organization to overcome this completion the company needs to bring in

unique combination of talents into the organization. One of the most

important areas which requires extraordinary expertise & impeccable

planning in the area of marketing management. Today in an organization

the marketing department activities decide the survival, existence,

growth & development of the organization, marketing department is of

paramount significance due to the fact that it studies & deals with one of

the most important, powerful & dynamic element of the external

environment namely customer & his satisfaction. This customer

satisfaction is a foundation based on which modern organization can

dream to build the superstructure of business.

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1.2 Customer Satisfaction

Satisfaction is a person’s feelings of pleasure or disappointment resulting

from comparing a product’s perceived performance (or outcome) in

relation to his or her expectations.

As this definition makes clear, satisfaction is a function of perceived

performance & expectations. If the performance falls short of

expectations, the customer is dissatisfied. If the performance matches

expectations, the customer is satisfied. If the performance exceeds

expectations the customer is highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers

who are just satisfied still find it easy to switch when a better offer

comes along. Those who are highly satisfied are much less ready to

switch. High satisfaction or delight creates an emotional bond with the

brand, not just as rational preference. The result is high customer loyalty.

Xerox’s senior management believes that a very satisfied or delighted

customer is 10 times as much as to the company as a satisfied customer.

A very satisfied customer is likely to stay with the organization many

more years & buy more than a satisfied customer will.

“The single most important thing to remember about any enterprise is

that there are no results inside the walls;

The result of a business is a satisfied customer”.

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1.3 Research Methodology

Collection of data: Data is basis on which the super structure of

statistical information is created & investigation is made. Collection of data

is the first step in any statistical investigation collection of data is very

important function. The success & failure of investigation mainly depends

upon the quality of data. Adequacy & accuracy of data is essential to arrive

at correct conclusion.

Types of data: Statistical data are classified in two parts

1. Primary data

2. Secondary data

Primary data has been collected by using the schedules direct personal

interview with market executes of the company human resource of the

company.

Secondary data has been collected from news papers, journals of Company

& internet regarding history, development & details of the main

organization their products & images of products which helped a lot in

promoting the project successfully.

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1.4 Presentation of the Study

The present study is organized & structure in nine chapters,

The second chapter deals with objectives of the study

The third chapter deals with company profile Nature of the company,

Human Resource of the company, Organization of the company, Product

profile of the company, Performance of the company & Achievements of

the Company..

The fourth chapter provides a conceptual frame work of customer

satisfaction. It deals with meaning, consumer preparation, consumer feature

& important etc.

The fifth chapter deals with research methodology like research

design, data collection methods / sources, sampling plan which

includes sample size and sampling methods viz questioner method,

interview method.

The sixth chapter is devoted for data analysis & interpretation.

The Seventh chapter deals with summery of findings

The eight chapter deals with suggestions

The last chapter deals with expected contribution from study.

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OBJECTIVE OF THE STUDY

2.1 Statement of the Problem

The present study is a detailed & empirical investigation on the research

topic “A study of customer satisfaction – A case study of OREVA

GRANITILE situated at Bangalore division. The present study covers

customer satisfaction methods adopted in the state of Karnataka, with

special reference to Bangalore city.

2.2 Need for the Study

Customer is the king of market & it is necessary to know & understand

to what extent the customer is satisfied often he/she purchases the product or

service very far study have been conducted on consumer satisfaction.

2.3 Objectives of the Study

To recognize the detail structure of Oreva Grantile.

To ascertain the awareness of people towards Oreva Grantile.

To study the extent & extent of satisfaction of consumers

To precise the view of consumers in connection with OREVA

GRANTILE

To Suggest measures to improve Level of Customer Satisfaction

2.4 Scope of the Study

OREVA GRANTILE is very large company encompasses a wide range

of activities. The study is oriented on customer satisfaction. The study is

conducted at the head office of OREVA GRANTILE situated at Chikpet,

Majestic Bangalore city, Karnataka.

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CHAPTER 3.

PROFILE OF THE COMPANY AND PRODUCTS

3.1 Origin & Development of the Company

Ajanta is an well established company situated in Morbid (Gujarat), has a

built-up area of 15, 00,000 sq. ft. the company currently provides

employment to more than 4000 employees (90% of which are female

employees). This enormous volume of infrastructure helped the company in

achieving big goals since years and now the company stands on a strong

ground and has the credit of “World’s largest clock manufacturer” as well

the only company in India that manufacture calculators and educational toys

and the market leader in the telephone manufacturing.

With the values of dedication, commitment and hard work, the

company as a team is climbing the ladder of success. At present, the

company has a wide range of products in different segments. Clocks,

Telephone, Calculators and Timepieces and Educational toys are just to

name a few, Recently, AJANTA GROUP entered into manufacturing of

Home Appliances with a full range of products like irons, Water Filters,

Water Dispensers, Water Purifiers, Water Sterilizers, Room Heaters, Table

Fans, Wall mounting Fans, pedestal Fans, Water Heaters, Mixer Grinder,

Kettle, Emergency Lights, ice Shavers, Air Coolers and more

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The company has many firsts to its credits. The company pioneers in

India to undertake in-house C.O.B Technology Being an ISO-9002 and CE

Certified Company; it has introduced innovative processes in the areas of

inventory Management, Finance, Marketing and R&D. As a result of which,

the group’s dependency on working capital assistance from Commercial

banks is virtually nil.

The growth of AJANTA GROUP as an industrial conglomerate is

attributed to the vision and farsightedness of our management team. Our

management strongly believes in the fundamentals of social upliftment

through education and employment. Hard work and quality ahs always have

been the buzzwords at AJANTA GROUP. The ISO-9000-2001 Certification

ensures that stay on the cutting edge quality, technology and processes.

Recently concluded Volumetric Production analysis gives an

indication of company’s capabilities. The company has achieved a world

record of Manufacturing 1,25,41,602 clocks during 2001-2002.

With more than 250 wholesalers and around 50,00 retailers dotting

the country the company has one of the best distribution networks in the

Nation. At present AJANTA GROUP is manufacturing around 100 models

of wall clocks, 40 models of Timepieces, 25 models of Telephones, 30

models of Calculators and 3 different varieties of Educational toys in 6

different colours. Even after wide range of models in each product, new

models are introduced every month to remain always ahead and unbeatable

in the Global Market.

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On export font too, the company has emerged a clear winner,

gathering many accolades in the process. Today AJANTA GROUP products

enjoy a prominent place in more than 45 countries. The company has struck

to its motto for providing world class quality products and is confident

staying ahead.

The company ahs many achievement of which the most familiar is

that AJANTA GROUP has been winning the ESE award for the Excellence

in exports in the filed of Electronics by the ministry of Communication

information technology for 7 consecutive years.

3.2 Mission & Vision of the Company

Mission

Leadership through reliability & honesty

With almost respect to human value.

We promise to serve our customer with integrity

Through innovate value for money solutions

By applying thought day after day.

Vision

To become among the lop 10 Oreva Granitites Pvt Ltd., in

INDIA.

An employee of choice for the best talent in all function fields.

It has a commitment to create business managers who are

Capable to understand in it’s entirely & driving it to the next level.

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3.3 Objective of the Company

Manufacturing efficiencies comparable to the global best in

Class.

Be one of the largest players in the Granitile Industry in the

Processes.

Pan develops sales & distribution infrastructure among the

top 5 in India.

Strong business & Managerial practices

Strong brand with the exceptional value proposition

3.4 Organization Structure

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CHAIRMAN(Consumer Carte & Lightning)

Vice President(Consumer Care Product)

Vice President(Lightning)

Finance Manager Marketing Manager Human ResourceManager

Research &Development

General Manager(North)

General Manager(South)

General Manager(West)

General Manager(East)

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Regional Manager (State)Area Sales Manager

3.5 Marketing Structure of Ajanta

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Area sales mgr (1) Area sales mgr (1)

Sales Reprehensive (1)

Sales Reprehensive (2)

Sales Reprehensive (3)

Sales Reprehensive (4)

Depot

Marketing Executive Marketing Executive

Marketing Executive Marketing Executive Marketing Executive

Retailer Retailer Retailer Retailer Retailer Retailer

Retailer Retailer Retailer Retailer Retailer Retailer

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3.6 Product Profile

1. OREVA Tiles are made form only the best raw materials only Ukraine

high plastic Ball is used to ensure maximum strength & whiteners while

Italian & Spanish soluble salts enables deeper penetration of design

oreva granitile is also India’s first to install Technology tower for

manufacturing elegant multicolor & multi-layer decorative Tiller.

2. OREVA Granitile is yet another revolutionary initiative of the Rs.500

crore Ajanta group with a production capacity of 31,000 sq meters of

fully vertified tiles per day oreva tiles is by far, the largest fully vertified

tile manufacturing facility in the country spread over 200 acre in

samakhialli a sall town in kutch Gujarat

3. Each tile would undergo an impeacable finishing process through the

Indians only 48 – Head polishing machine. The secret behind the tile’s

mirror – like finish, which would not only reflect you but also your life

style.

4. Encouraged by the hearting response from the industry as well as the

consumer. The Ajanta orpat group zerored into proceed with its most

promising yet challenging project till date. Realizing an immense

opportunity that lies a head to be capitalized in the Indian Tiles market.

Ajanta orpat has planned to setup the largest even manufacturing facility

of verified tiles in Indian. This again to provide the Indian market with

the best quality tile that are strong enough not just to resist the wear &

tear of everyday we but also to take on the existing & future competition.

The tiles are 205 meter klin, which is the longest in the world.

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5. OREVA is all geared – upto storm the vitrified tiles market Not

overlooking the Indian consumers preference for styles & look, we

would introduce the range in a wide array of captivating & contemporary

designs & colours. These designs available in the mega size options of

600 x 600 mm, 800 x 800 mm & 1000 x 1000 mm to give a better high-

end products to our customers. OREVA Grantile is dedicated to achieve

highest level of customer satisfaction by continuously improving product

range to deliver high values to customers.

6. We aim to continually modernize our manufacturing facilities & enhance

the skills of our personnel in terms of quality awareness to attain

excellence in the level of quality that exceeds the expectations of

customers; OREVA Grantile aims to provide unparalleled quality

products in the Industry weat OREVA grantile strive to keep the quality

at every stage of manufacturing & delivery to large enduring relationship

with our principles – suppliers, distributors & resource partners.

7. There are many kind of tiles in the market. Broadly these four types.

A. Mosaic Tiles B. Chequred Tiles

C. Glazed Tiles D. Ceramic Tiles

a) Mosaic tiles are precast concrete tiles with marble chips at surface

b) Chequred tiles are plain cement tiles with Chequred groves on finish

layer. Normally used in parking and walkway way areas.

c) Glazed tiles are earthenware tiles but glazed. Generally used for

finishing the surfaces of walls and floors of water closets, bathrooms,

kitchens, hospitals places where cleanliness is an important factor.

d) Ceramic tiles are earthenware tiles mechanically manufacture. These

are hard and tough Ceramic tiles are used for flooring as well as dado

work.

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8. OREVA Grantile always tries to give the customer quality

product & always aimed to satisfy the customers.

Product Features

The plant boast of several features unheard of in Indian title Industry.

Some of them are

Consistent / uniform flooring:

Compared to natural stones and other flooring options, Oreva

Grantile

decorates yo consistent patterns and designs giving maximum

uniformity to your dream floor.

Ever – lasting Colour:

Unlike morble, which yellowish over Grantile exhibits nil

discoloration.

Ready to use and long lasting:

Oreva Grantile are pre-polished & pre – Sized tiles that saves time

with ready to use fi long lasting mirror finish polish.

Almost Zero water and absorption:

This feature makes the Oreva Grantile floor stain resistant, clean and

Hygienically superior

Stronger than Marble and Grantile:

Compared to any Marble or Grantile, Oreva Grantile are so

technologically treated that I strength and less wear and tear which

assures you the inherent beauty year after year.

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Resistant to Acid & Alkalis:

Makes the floor safe from chemical reaction, rather one can used

acids to clean the stubborn from floor.

Last but not least, Oreva Granitile is brought to you by world

renewed Ajanta Quartz

Competitors

Bells

Restile

Murudeshwara

Parry Ware

Cera

3.7. Human Resource of Company

Any company that wishes its growth & develop must have some thing

behind it, which makes the things happen i.e. the human resource of a

particular company / firm. So it gives much importance towards the human

resource working for the progress & development of the company. They

held meetings & conferences with company board of directors & Senior

executives for any improvement in the human resource. They provide

excellent training to all its workers ( top, middle, low) level management on

regular intervals as & when required new concepts. The dealing with

customer & dealers is also done in a good manner by giving quick response

to all.

It also provides its workers with a hand some salary & other facilities.

So they work creatively in a group for the progress of the company to attain

its overall objectives with ease.

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SDS’s Senior Executives are actively involved in during business

excellence. E.g Personal involvement in the SQA process. SSS process,

Production innovation initiative, practicing MBWA to enjoy direct

interaction & access to shop floor issues, initiating various reward various

reward programmes. By chairing committers, conducting training, meting

regularly with customers & suppliers, and communication through a variety

of channels, the senior executive actively spread & reinforces company

goals & values through the organization.

With a strong belief that its people are fundamental to its success.

SD’s Places, Much emphasis & attention on the needs & development of its

multinational workforce. In the development & welfare of its human capital,

SDS is OSTC, people developer & OHSAS 18001 certified. It has also

successfully introduced various schemes Like IDEAS (In present derived

through employees. Active suggestions) & CTO (Critical To Quality) to

garner the creative ideas of its workforce to improve performance. The

IDEAS scheme, for e.g., generated substantial cost saving annually. It’s pro-

people approach has resulted in the creation of highly satisfied & motivated

workforce * fostered a strong sense of belonging amongst its nearly 1500

strong employees

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3.8 Achievements of company

Growth rate of ORPAT products is touching new horizons day by day

and year by year and are being awarded by Government of India,

Department of Electronics, EC, Gujarat Government of Gujarat and State

bank of Saurastra for best export as under:

In year 1992, “Man of the Year” award was felicitated upon

ORPAT’s Chairman Shri Odhavjibhai R. Patel, under whose able

Manufacturer and the recipient of Exports awards for outstsanding export

performance every year since 1991-92.

For the company export performance during the year 1997-98 the

Minstry of Commerce, Government of India has awarded “Certificate of

Merit” to Ellora Time (P) Ltd. Honorable prime Minister Shri Atal Bihari

Vajpayee at a function organized at Vigyan Bhavan presented this award to

the company on January /21/1999. Shri A.O. Patel, Director of the company

received the award on behalf of the company.

Ellora Time(P) Ltd. Had achievement a record sales target of

17,55,000 Quartz Time pieces and earned a foreign exchange of $35 lacs to

the nation during the financial year 1997-98 through exports. The total value

of exports during the year was Rs, 12.36 Crores.

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Company’s Managing Director Shri Pravin O Patel was the recipient

of the “TRADE POST MAN OF THE YEAR” award for year 1999 as an

honour for acknowledging ORPAT’s achievement of being highest exporter

of electronics consumer goods and India’s leading quartz alarm clocks

despite free imports and Chinese Challenge.

Other Achievements of the Company

Worlds Largest Manufacturer.

India’s Largest Timepiece Manufacturer.

India’s Largest Exporter of Wall Clock (Exports to more than 45

countries all over the world)

India’s Largest CFL Manufacturer.

The Only Manufacturer in India Which Manufactures Calculator &

Educational toy’s In India.

Brand Leader of Telephones

Winning The ESC Award For the Highest Export for Consecutive

10 years in the field of electronics by the Ministry of

Communication & Information Technology (Govt of India).

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3.9 Profile of Director

Shri Odha Vjibhal R. Patel (Chairman)

(Popularly Known as O.R.Patel)

Basically a science teacher in V.C Technical High School, Morbid, he

also looked after cloth shops and oil engineering manufacturing. In 1971, he

established a small unit for the manufacturing of Mechanical Clocks under

the name of Ajanta Transistor Clock Mfg.Co.

Sugar, roofing tiles and pharmaceuticals are the additional areas in

which Shri O.R. Patel has provided the leadership to the group. Shri O.R

Patel was awarded “Man of the Year” (Horological Field) Highest Export

Award of Electronics consumer Goods for year 1991-92.

Shri Praveenbhai O. Patel

(Managing Director)

Born on 27-12-1953, he is a B.E (Mechanical Engineering) by

qualifications. Joined watch clock manufacturing activity in 1971 to support

his father Shri O.R.Patele and since then he is actively engaged in all the

ventures started by the group. His expertise in production, Sales, Quality

Control, Finance and Public Relations has enriched the group. He has

traveled around the world for the market and its know-how. It is only due to

his dedication and efforts that ORPAT INDUSTRIAL ESTATE is having a

stature of World-Class Manufacturing Unit.

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Shri Jaysukhbhal O.Patel

(Director)

Jaysukhbhai has 5 years experience in sugar Manufacturing Unit.

With his effieicncy and harwork, he completed the entire construction,

layout, planning and interior designing of ORPAT INDUSTRIAL ESTATE

within a record period of 12 months.

He currently looks after the development of international market for

ORPAT’s products. He has visited 30 countries to develop personal contacts

foreign buyers and suppliers. He is actively engaged for diversification,

expansion and modernization of ORPAT’s activities.

Quality of our products depends largely on the quality f

infrastructure. ORPAT is equipped with perfectly planned infrastructure

matching with international Standards. ORPAT is the only company which

has installed 130 imported injection Moulding machines with

Microprocessor based Control Systems

VISIONARY OF OREVA GRANITILE

Shri Jayesh Bhai. N. Sheth

(Director)

Mr. Jayesh Sheth has dedicated his knowledge & Experience to petch

the company with new successes, As a director of the Ajanta Manufacturing

Ltd. Understading the business strategies very well. He always tries to give

the customer quality product & has always aimed to satisfy the customers &

world demand.

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The untiring efforts & the experience of more than 25 year export business

has leaded the Ajanta Manufacturing Ltd. To the new high.

“OREVA” SUSTAINABLE BRAND MAKER

MR. G. NATRAJAN (MARKETING HEAD)

Ceramic industry history depicts no major reshuffle at the helm in

marketing has it used to be seller’s market but globalization and awaking

awareness amongst consumers lead to competition, sudden spurt in demand

for personnel at the helm got at most important.

Many stalwarts with management qualification & Experience in their

respective field enrolled their name to lead the oreva team.

A versatile personality with 25 year experience very well known by

all in trade in industry form Kasmir to Kanya kumari, Mr. G Natrajan was

crowned the assignment of leading oreva team. A sober, down to earth

personality with practical approach to assignments Mr. G. Natrajan

reckoned the challenges as mission to achieve. A rare network industry ever

experience was selected as Channel Partner and Distributor to offload

largest quantum in shortest time to come. To strengthen network, a men

power team with specialized approach has been appointed by him.

Leadership, guidance and practical approach are strong salient futures of Mr.

G. Natrajan has always keepinh a step ahead of others. Management is

confidant that Mr. G. Natrajan and his team will leave any stone unturned in

achieving company goals

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Chapter 4.

Theoretical Perceptive

4.1 Meaning & Definition of consumer & customer satisfaction

Meaning of consumer in General

Consumer is not just people who use the service or product but

conceptually he is a person who decides the ability of the services to create

standard of living and deliver it to the final consumption. Which is of

optimum utility in all dimensions in usage of service.

Consumer satisfaction

Consumer satisfaction is the fulfillment of consumers’ present and

future expectations according to the reasonable standards of accuracy

established both the minds of the service provider and services user.

Consumer Perception

Consumer perception is defined as the process by which an individual

selects, organizes, and interprets stimuli into a meaningful and coherent

picture of the world, It can be described as “how we see the world around

us. “Two individuals may be exposed to the same stimuli under the same

apparent condition, but how each person recognizes, selects, organizes, and

interprets these stimuli is a highly individual process based on each person’s

own needs, values and expectations.

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Defining customer value & satisfaction

Over 35 years ago, Peter Drucker observed that a company’s first task

is “to create customers”. But today’s customers face a vast array of product

& brand choices, prices, & suppliers. How do customer make their choices?

We believe that customer estimate which offer will deliver the most

value. Customers are value maximizes, within the bounds of search costs &

limited knowledge, mobility, & income. They form an expectation of value

& act on it. Whether or not the offer lives up to the value expectation affects

both satisfaction & repurchase probability.

Customer Value

Customer delivered value is the difference between total customer

value & total customer cost. Total customer value is the bundle of benefits

customers expect form a given product or service. Total customer cost is the

bundle of costs customers expect to incur in evaluating, obtaining, using, &

disposing of the product or service.

Customer satisfaction

Satisfaction is a person’s feelings of pleasure or disappointment resulting

form comparing a product’s perceived performance (or outcome) in relation

to his or her expectation.

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As this definition makes clear, satisfaction is a function of perceived

performance & expectations. If the performance falls short of expectations,

the customer is

4.2 Importance of customer satisfaction

“The single most important thing to remember about any enterprise is

that there are no results inside the walls;

The result of a business is a satisfied customer”

- Peter Drucker

in the existing business environment-markets are turbulent & customer

needs fast changing companies should pot for ways to add value for their

customer by offering products or services just the way they want it. When

there customer has to choose form a large & bewildering number of options,

features, pricing structures & delivering methods, offering unique product to

every individual customer will go a long way in adding value to the

consumer decision making process.

Customer satisfaction is a continuous process, which does not begin,

or end with a purchase. It covers the entire ‘ownership experience form

selecting a product, to purchase, through aftercare to repeat purchase.

Clearly there are three phases in the customer satisfaction process, namely:

1. Pre sales: During this stage the customer expectations are developed

through the various information sources like advertising word of

moth & so on.

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2. During Sales: When the customer is engaged in

experiencing on how deal with enquires & sell products.

3. The After Sales Period: This refers to the period when the customer

has started using the product.

Thus customer expectations & their experience will together determine the

level of satisfaction. These expectations are inclusive of:

Pre-Sales Period

Availability of clear, useful information on:

The product or service

Its quality aspect

Its core benefits or advantages

Its price

Its availability or sales outlet

How to obtain it

During Sales Period

Opportunity to inspect the products

Provision of an attractive sales environment

Courteous & attentive service

Reasonable & reliable delivery

Enhancing quality of goods or services

Prompt redressal in case of complaint receipt

Freedom to choose without undue sales pressure

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The After Sales Period

If required necessary support or be provide

Prompt replacement or refund if necessary

A smooth & straight forward complaints procedure

Efficient repair & maintenance service

Efficient & effective consumer follow-up process

Form the above discussion it is seen the consumer satisfaction goes

beyond the core product or service offering. Marketing decision makes

have to start by trying to understand the elements which together will

determine the satisfaction levels. Then list the elements in the proper

Sequence so as to identify what is to be done so as to increase the

customer satisfaction level. This can be only done if the marketers

involve a system which facilitates interaction with other customers.

These interactions will prove to be equally important as the quality of

the core product or service offered by the company in the long run.

4.3: Techniques for customer satisfaction

Customerisation

Today consumer is looking out for value for money. The challenge

before the marketer is to identify what value would appeal & convince

the consumer. Marketers are trying to enhance the concept of value

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through delivery methods. They have realized that product

service

Characteristics, customer’s aspirations & perceptions & the availability

of competing alternatives can be used to enhance customer value.

But the focus & challenge before every firm is to rebuild itself around its

customer. It should be able to perceive, interpret, serve & satisfy the

customer with the type of products & services he/ she desires & arm

itself so as to gain a competitive edge of customerisation.

Customerisation refers to the process wherein all the employees of the

firm are required to interact directly with the customer &end user. They

can have access to every person & function within the organization, be

involved in designing & fine tuning key products & processes, & turn

every interaction with the customer into a platform of interactive

communication- so as to add value & increase customer satisfaction.

Customerisation will help a firm in:

Providing the of service to match the customer requirement

Help to focus on consumers needs so as to add value & offer benefits

to the customer.

To identify new customer, new market segments & new application

for existing market.

Work towards total customer satisfaction & maximum customer

delight.

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Organization & organization culture

A company’s organization consists of its structures, policies, &

corporate culture, all of which can become dysfunctional in a rapidly

changing business environment. Whereas structures & policies can be

changed (with difficulty), the company’s culture is very hard top change.

Yet changing a corporate culture is often the key to implementing a new

strategy successfully.

What exactly is a corporate culture? Most business people would be

hard pressed to find words to describe this elusive concept, which some

define as “the shared experiences, stories, beliefs & norms that characteristic

and organization”. Yet, walk into any company & the first thing that strikes

you is the corporate culture-the way people are dressed, how they talk to one

another, the way they greet customers.

Sometimes corporate culture develops organically & is transmitted

directly from the CEO’s personality & habits to the company employees.

Such is the case with computer giant Microsoft, Which began as an

entrepreneurial upstart. Even as it has grown to $ 14 billion company,

Microsoft hasn’t lost the hard-driving culture perpetuated by founder Bill

Gates. In fact, most feel that Microsoft’s ultra competitive culture is the

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biggest key to its success & to its much-criticized dominance in the

computing industry.

Delivering Customer Value & Satisfaction

The core business process include

New-product realization: All the activities involved in researching,

developing, & launching new high-quality products quickly & within

budget.

Inventory management: All the activities involved in developing &

managing the inventory levels of raw materials, semi finished

materials, & finished goods so that adequate supplies are available &

the costs of overstocks are low.

Customer acquisition & retention: All the activities involved in

funding & retaining customers & growing their business.

Order-to-remittance: All the activities involved in receiving &

approving orders, shipping the goods on time, & collecting payments.

Customer service: All the activities involved in making it easy

customers to reach the right parties within the company receive quick

& satisfactory service, answers, & resolution of problems.

Attracting & Retaining Customers

In addition to improving their relations with their parents in supply

chain, many companies are intent on developing strong bonds & loyalty

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with their ultimate customers. In the past, many companies took

their customers for granted. Their customers may not have had many

alternative sources, or all suppliers were equally deficient in service, or the

market was growing so fast that the company did not worry about satisfying

its customers. Clearly things have changed.

Today’s customers are harder to please. They are smarter, more price

conscious, more demanding, less forgiving, & approached by more

competitors with equal or better offers. The challenge, according to Jeffery

Gitomer, is not to produce satisfied customers; several competitors can do

this. The challenge is to produce loyal customers.

Attracting Customers

Companies seeking to grow their profits & Sales have to spend

considerable time & resources searching for new customers. Customer

acquisition requires substantial skills in lead generation, lead qualification

& account conversion. To generate leads, the company develops ads &

places them in media that will reach new prospects; it sends direct mail &

makes phone to possible new prospects; its salespeople participate in trade

shows where they might find new ideas; & so on. All this activity products

of suspects. The next task is to qualify which if the suspects are really good

prospects, & this is done by interviewing them, checking on their financial

standing, & so on. The prospects may be graded as hot, warm, & cool. The

sales people first contact the hot prospects & work on account conversion,

which involves making presentations, answering objections, & negotiating

final terms.

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The Need for Customer Retention

Unfortunately, most marketing theory & practice center on the art of

attracting new customers rather than on retaining existing ones. The

emphasis traditionally has been on making sales rather than building

relationships; on pre selling & selling rather then caring for the customer

afterward.

The key to customer retention is customer satisfaction. A highly satisfied

customer;

Stays loyal longer.

Buys more as the company introduces new products & upgrades

existing products

Talks favorably about the company & its products.

Pays less attention to competing brands & advertising & is less

sensitive to price.

Offers product or service ideas to the company.

Costs less to serve than new customers because transactions are

reutilized.

Services Quality

Relationship marketing

1. Services Quality:-

It is difficult for customers to evaluate services as compared to

conventional products. It is because of this reason that services providing

firms give a lot of thought to the physical environment in which the services

is delivered, for example the interior décor of a hotel, or the bank premises

etc.

Service quality means focusing on satisfying customer’s needs and in

that sense it is not much different from product quality which also focuses

on satisfying consumer needs. However, service will be intangible and can

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be experienced by the customer only. This experience or feeling

about the services received may vary from customer to customer. So

sometimes it becomes difficult for the firm to gauge customer expectations,

Usually firms have been concentrating on the following factors to influence

customer expectation.

These factors are

Assurance: This refers to the firm’s ability, assurances and confidence of

delivering the service in a way appreciated by the customers.

Reliability: This is with reference to the firm’s ability to deliver the service

dependably, accurately and consistently.

Tangibles: This refers to the atmosphere and physical environment, which

is used to make a positive impact or image in the minds of customers.

Understanding the perception of Quality

Quality is a term frequently used in relation to product or service.

Though every one has an idea of what quality is, it is very hard to define the

same. According to D.A. Garvin. The term ‘quality’ may be approached

from various perspective:

Transcendental quality: is a kind innate excellence which is

generally recognized. Skill & love for one’s profession work as

indicators of the quality of service providers.

Production design quality: Here the product or service has to

confirm to its design specifications as an assurance of quality.

Product character quality: is an accurately measurable product

characteristic. For example the proportion of fruit pulps & other

ingredients in the kissan jam, the cocoa content of chocolate etc.

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Value directed quality: is defined in terms of price or cost.

A product has a high quality if it functions well at a reasonable price.

This is in relation to the equity of the price value ration of the product

Perceived quality: is associated with consumers perception. Products

& services have high quality if they meet the desires of &

expectations of consumers. For instance British Airways has made

history when it came to be known as a ‘World Favourite’ Airways on

account of its exclusive customized qualitative services Going by the

conventional wisdom-in the face of changes in the technology capital

movement, increasing competition, every brand (except for the name

& packaging) will represent a product or service. Thus the only way

firm can differentiate its produce or service is by offering added

values of an emotional or symbolic nature.

Work towards becoming a customer Favorite

However, marketers of service industries have come to realize that an

Indian customer today will not be satisfied with average service especially

since he knows he is being charged for every little odd job & thus expects

best quality treatment also. So the service industry manager is involved in

offering some benefits some benefits or services beyond customer

expectations. For instance, “The value added” augmented services provided

to its clientele by ‘Citi Bank’ or ‘Times Bank’ etc. another notable

pioneering venture was Grindlay Banks “My money” deposit. Similarly

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standard chartered Bank’s scheme “Two in one”, offering a

savings-cum-fixed deposit also promised a lot its customer

Firms should diligently search for additional services values to

persuade prospective customer because very often it is observed that the

customer doesn’t mind paying more if he gets what he wants. So the name

of the game is ‘customization’. N other words companies go for customizing

the augmented envelope around the standardized core especially when the

customers requirement for specialization are not unique to the main concept

of product service gone much beyond only competing players in the same

service category to new competitive services from different categories so as

to satisfy the same need.

Of course, ‘changing consumer behaviour by educating him’ may be

a part of every service providers plan to differentiate in the competitive

environment. But unless the customer is convinced about the benefits it will

be a losing game. The customer spends more time deciding what is good for

him.

The Indian consumer can no longer be taken for granted. He/she will

no longer be contended with average service. He is aware that he is being

charged for every little odd job & thus expects top quality treatment. Thus if

he/she feels their well being is not being taken care of, he may look out for

other options.

Since the nature of customer needs is different, the service markets

exhibit certain unique characteristics.

1. The nature of the product exhibits varying degrees of intangibility

because unlike a product, services can be considered to be a deed, a

performance or an effort.

2. The service may become perishable if remained unsold for a long

time because unlike product it cannot be stored for later consumption.

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3. Here the production & consumption go hand in hand & are

often inseparable.

4. The firm or organization which provides the services retains

ownership & the consumer only has temporary access to it (for

instance, taking credit from City Bank or saying renting a car from a

“Car Rental Agency”.

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MarketingManager

Work outPromotionProgrammesto:

1. Include trial through discounts

2. Offer other products free of cost

3. RE-inforce value by offering more for-less

4. Hold contests with attractive prizes

1. Attract switches & promiscuous buyers

2. Promote other brands

3. Facilitate advancement of buyers decision

4. Show concern for protecting the customer against rising prices

ADDTOCUSTOMERSATISFACTION

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Improvement In Service Markets

Today, a very powerful driver of any business is very similar to

Musphy’s first law of business. “Every consumer has a choice”. In India

also the range of choices has

Make use of lure of more for less attract the promiscuous buyer who

switch brands frequently. Here the opportunity of getting a bargain

well prove to be a source of value for the customer.

Reward the regular buyers with a lower price during certain months

of the year. Here the marketer must make efforts to convey that these

few promotion offers are exclusively meant for their regular buyers

only.

Offer lesser prices & communicate a feeling of protecting them

against inflation. This gesture will ensure that the consumer will

remember the value of getting the same for a lower price especially

when the value of money is eroded by risings prices.

When prospective consumers are postponing their purchase decisions

especially seen in the ease of consumer durables promotions in the

form of discounts, freebie etc. could motivate them to take the

decisions more quickly.

Capitalize on the need for promoting one brand by adding samples of

another brand, may be a new one. This not only ensures sampling will

also give the customer a feeling of satisfaction & a sense of value for

having had the opportunity to test a new product free of cost.

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No doubt that the ultimate impact of the consumer promotion depends on

the appeal & not just the rupee value of the offer. Promotions should

represent a source of value that reinforces the consumers buying behaviour,

reassuring them that they are on the right track.

Create Distribution Equity

Marketers have realized that with greater availability of goods that are

close substitutes to competing brands, having good distribution channels can

actually prove to be the differentiating factor in determining customer value,

satisfaction & hence their loyalty also.

Also, while it will be easy for companies to match product

technologies & prices, it will not be easy to duplicate an effective

distribution system offering a value chain of quality of services. Wipro Info

tech have built a network of 15 C & F agents & 400 dealers to enable it to

keep its inventories low as well as peg a high turnaround for products & the

dealers investments. Added to this, having a wide network of distribution

also kept the company close to the customers. In other words of Sri.

K.Purushotham, the business manager (channels) Wipro Info tech “What the

order is critical to us, & given the complications of assembling a customer-

specific configurations, our objective is that we should be able to service an

order between six days to 48 hours”.

Today, firms are going to enhance customer satisfaction & value also

increase their distribution equity by monitoring & sustaining the quality of

their product till it reaches the customer doorstep. Such firms try to do this

by getting closer to the physical activity of distributing their products.

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Planning Promotions to Benefit the Consumer

Promotions which deliver value will go a long way in building

customer franchise. Marketers must work out different promotions to attract

various kinds of customers. These could take the form of:

Expectations at the transaction level:

This refers to the expectation that is build up at the time of a

transaction between the consumers & firm. For instance, British Airways

has come to be known as word’s favorite Airline because of offering its

customers / passengers facilities & advantages ahead of its time. Due to this

brand image, the expectation is build up while boarding the ‘British Airway’

for the first time at the transaction level.

Feedback from customers

Many of the companies are encouraging their customers to give a

feedback & use this as a means of maintaining regular contact & dialogue.

Having realized the importance of obtaining a feedback form the customers,

rather than avoiding comment, companies are encouraging their customers

to talk. As mentioned above, feedback helps marketer & firm to get an idea

about the customers viewpoint on their products or services & more

important is that this information will help them to take action & deal with

any problems immediately.

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Add value through effective pricing:

Pricing is another sensitive issue. Marketers should be use the pricing

issue so as to have a long term relationship with the customers. In the

competitive pricing scenario, the manner in which the product or service can

add perceived value will determine what the customers is willing to pay &

whatever this will add to customers satisfaction.

The above aspects will helps the firm to assess the various factors,

which can help them in building up consumers’ expectations & than deliver

customers satisfaction accordingly. Of course there are other source of

information, which may also influence the customers expectations. These

may be the consumer’s own experience (if has exposure to the product or

service before), the experiences of friends, neighbors & colleagues, price –

as an indicator or quality & corporate image. Consumer expectations can

exits at four levels.

Expectation at the general level:

Here there is a general expectation (function like quality, durability,

reliability, style etc.) of the high level of quality of product or service along

with some negative external effects. For instance one may expect high

service levels but also some negative external effect like pollution.

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Expectation at the category level:

Here the consumers expectation is associated or build up from the

particular product category or class. For instance, Blue Dart Express

realized that the key satisfier for its customers was on delivery or parcels to

its customer’s desired destinations. This facility was expected from all

courier companies.

Expectation at the brand level: Here the consumer expectation is build up

based on his knowledge & information about the expertise & reputation of

the organization. Names like Cello tape, post – it or Xerox are actually

brands which have become identified with the product. Names of fast food

chains “Mc Donald’s” from the core of the companies brand identity.

The drive to product goods that are superior in world markets has

countries & groups of countries to recognize or award prize to companies

that ex-emplify the best quality practices.

Caring For Consumer Expectation:

Consumers expectation though may look realistic is very often build

upon a very high platform. Then the quality of the product of service may

not match the expectation. This again will affect the consumers satisfaction

level.

So as to reduce the level of dissatisfaction amongst the customers, the

marketing decision maker could an approach wherein he can classify

markets in relation to the degree of opportunity to deliver customer

satisfaction. He could establish a list of common factors 7 even evaluate

each market opportunity against these. The most probable factors that

influence consumer behaviour are:

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Market size.

Rate of growth of he market.

Stability of demand

The due importance attached to the price by the consumer before making a

purchase decision.

Consumer emphasis & the due importance given to the quality aspect.

The consumers expectations of pre & post purchase service.

Customer desire for product innovation

The level competition (inclusive of both existing & potential competitors).

The firm’s competitive strength in terms of price & product performance.

Customer Profitability: Some organization try to do anything & everything

customers suggest…..Yet, while customer often make many good

suggestions, they also suggest many course of action that are un actionable

or unprofitable. Randomly following these suggestions is fundamentally

different form market-focus-making a disciplined choice of which customers

to serve & which specific combination of benefits & price to deliver to them

(& which to deny them).

A profitable customer is a person, household, or company that

overtime yields a revenue stream that exceeds by an acceptable amount the

company’s cost stream of attracting selling & servicing that customer.

Implementing Total Quality Management

One of the major values customer expect form vendor is high product

& service quality Today’s executives view the task of improving product &

service quality as their top priority. Most customers will no longer accept or

tolerate average quality. If companies want to stay in the race, let alone be

profitable, they no choice but to adopt total quality management (TQM).

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Total quality management (TQM) is an organization wide approach to

continuously improving the quality of all organization’s processes, products

& services.

According to GE’S chairman, John F. Welch Jr: “Quality is our best

assurance of customer allegiance, our strongest defence against foreign

competition, & the only path to sustained growth & earnings”.

Relationship marketing as we have discussed above advocates very

high customer contact and service, and customer retention in order to build

long- term relations. According to Ashoke Dutt, Director consumer banking,

Citibank says “To add value to the consumer, you have to offer him services

on his term. Long ago, our research showed that people want to do baking at

their convenience. That is why we created the 24 hour banking services”.

Thus the assumption and perception that relationship marketing is best

suited for the companies offering services i.e. to say the concept of relation

marketing has come to stay in the Indian marketing environment.

The effect of service quality & Relationship Marketing will benefit

the organization by transforming a prospect consumer into ambassador as

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shown in the

Relationship marketing impacts consumers’ decision and their

consumption satisfaction. Firms established relationship marketing

programs (sometimes- called loyalty programs) to foster usage loyalty and a

commitment to their products and services. At its heart, relationship

marketing is all about building trust (between the firm and its customers),

and keeping promises made to customer. Therefore, the emphasis in

relationship marketing is almost always on developing long-term bonds with

customer by making them feel special and by providing them with

personalized services.

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AMBASSADOR

SUPPORTER

CUSTOMER

BUYER

PROSPECT

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The firm provides

Features of Relationship Marketing

Focus on customer retention.

Orientation of customer values.

Long-term basis.

High emphasis on customer service.

Long term customer commitment

Regular customer contact.

All are concerned with quality.

Responsiveness:

This refers to the organization’s ability and feeling of responsibility

to deliver the services promptly and helpfully.

Empathy:

This refers to the firm’s ability to empathize and deliver the services

conveying understanding of the needs of individual customers.

Thus ability of the service-providing firm to deliver a quality service

will be dependent on identifying the needs of customers. Once this need are

determined it will become easy for the firm to work on the service

production and then delivery it. However the firm should also exercise care

to ensure that the company personnel receive training, which will include

knowing the company service objectives and also teaches ways of achieving

them.

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Products/ Services Individualized attention Continuous information Price offers Customer Services Extras and perks, etc.

Trust and Promises

Repeat Purchase Increased LoyaltyGoodwillPositive Word of mouthLower Costs for the firm, etc.

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An effective quality service plan also allows for the periodic

assessment of quality performance and systems for resolving quality

problems when they arise.

2. Relationship Marketing

Relationship marketing charts a new different path- advocating a high

customer contact and service and customer relation in order to build long

term relationships with them. According to Prof. PHILIP KOTLER,

“Relationship marketing is the process of building long term, trusting, win-

win relationship with customers. It is accomplished by strengthening

economic, technical and social ties between members of the two

organizations or between the marketer and the individual customer”.

Dealing with customer Complaint

A marketer who has understood the specific service requirement of an

individual customer will be in a position to make and offer a matching

product. However, given the nature of services, it may be at times, difficult

to ensure a zero-defect operation in implementing a service. This may result

in customer dissatisfaction and probably him or her lodging a complaint.

However, firm and marketers must realize that customer complaints must be

considered as eye openers for providing opportunities for improving the

relationship between the customer and the firm. This is possible if the

complaint is handled well. More specifically put, complaint handling helps

the firm by:

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Providing about product or company performances.

If handled properly, can help to reduce the amount of brand switching

among dissatisfied customers as against silent (non complaining)

dissatisfied customers.

Dissatisfaction usually reveals a high sense of brand loyalty and

arresting their flight to competitors is worth the effort.

The cost of retaining a customer (via proper complain handling) will

always be less as compared to acquiring or attracting a new customer.

When a customer complaints, this behaviour can be used as a predictor to

tell what has gone wrong. Earlier, when the customer who had boarded the

British Airways lost his or her baggage, the customer had to lodge a

complaint and undergo the formalities in the form of the whole bureaucratic

shuffle of signatures and counter signatures, before coming to the corporate

office at the center of the city for recompensation. However, this has since

changed with the staff at the airport instructed to dispense cash as soon as

they receive a customer complaint.

When consumers complaint expressing their dissatisfaction, this

could be used as a feedback for better or newer product. Most business lose

around 25 percent of their customers annually. If this could be reduced by at

least 5 percent, the profit impact of this saving can work out to be very high

even on a per customer basis. Studies have revealed that approximately 70%

of customers switch brands because they don’t like the human side of

service or product provider. When customers switch over to competitors

brands the firm must try to understand the reason for the defection.

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CHAPTER 5.RESEARCH METHODOLOGY

5. Research design

Exploratory research

Exploratory research is concerned with discovering the general nature

of the problem and the variable that related to it. Exploratory research

is characterized by high degree of feasibility and it tends to rely on

secondary data.

5.1 Data collection methods

For this project both primary and secondary data are required, hence

both types of data will be collected.

Primary data

Systematic collection of information directly from respondents. The

survey data collected during the study includes the data collected

through questionnaire and face-to-face interview with customer to

know about the consumer behavior.

Secondary data

The first step in data collection approach is to look for secondary

data. Developed for some purpose other than for helping to solve the

problems at hand secondary data are collected through various

magazines, internal experts, website, directories, and external experts.

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5.2 Sampling plan

Sampling method (Questionnaire)

For the purpose of this project self-administered questionnaire to

potential customer and for standard commercial business enterprises

located in Bangalore city.

Sample size

The survey will carried out in Bangalore city, and the sample size was

100 respondents.

Collection of data: Data is basis on which the super structure of

statistical information is created & investigation is made. Collection of data

is the first step in any statistical investigation collection of data is very

important function. The success & failure of investigation mainly depends

upon the quality of data. Adequacy & accuracy of data is essential to arrive

at correct conclusion.

2.6 Presentation of the Study

The present study is organized & structure in eight chapters Company,

Nature of the company, Human Resource of the company, Organization of

the company, Product profile of the company, Performance of the company

& Achievements of the Company.

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Chapter 6.

DATA ANALYSIS AND INTERPRETATIONS.

Table-1. Showing awareness of respondents about OREVA GRANTILE

Do you Know About

OREVA

No. of Respondents Percentage

Yes 37 92.5%

No 3 7.5%

Total 40 100%

Interpretation

The data Tabulated in the above table & chart points out that many of

the respondents were aware of the OREVA Granitiles i.e. above 90% of

respondents only some were unknown.

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Table 2. Showing income level of respondents

Income

Level

No. of Respondents Percentage

Oreva Others Oreva Others

High 7 3 28% 20%

Good 15 5 60% 33%

Moderate 13 7 12% 47%

Total 25 15 100% 100%

High

Good

Moderate

Interpretation

The table & chart contains the details of the income level of the Oreva tiles & other brands customers.

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Table 3. Showing no. of respondents having OREVA Granitiles.

Having Oreva tiles No. of respondents Percentage

YES 25 62.5%

NO 15 37.5%

Total 40 100%

Interpretation

The table &chart discloses the percentage of customers having Oreva

Granitiles & other brand tiles.

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Colour

Designs

Quality

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Table 4. Showing impressed features of Oreva Tiles

Impressed Features No. of Respondents Percentage

Oreva Others Oreva Others

Colour 5 2 9.5% 18%

Designs 6 5 30.5% 32%

Quality 14 8 60% 50%

Total 25 15 100% 100%

Interpretation

The table & chart contains the details of the impressed features &

Oreva title& other brand customers.

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0

2

4

6

8

10

VeryGood

Good Average Poor

Series1

Series2

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Table 5. Showing quality of services by the dealers

Quality of service

No. of Respondents PercentageOreva Others Oreva Others

Very Good 5 4 20% 27%Good 9 6 36% 405

Average 8 3 32% 20%Poor 3 2 12% 13%Total 25 15 100% 100%

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InterpretationFrom the above data quality of services given by the dealer was found

good & average in Oreva tiles as well as in other brands. Very good was less compared to other brands.

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Table 6. Showing level of satisfaction in Performance of Oreva tiles

Level of Satisfaction No. of Respondents PercentageOreva Others Oreva Others

Very Much 14 6 56% 40%Moderately Satisfied 11 4 44% 27%

Fairly Satisfied 0 5 0% 33%Un Satisfied 0 0 0% 0%

Total 25 15 100% 100%

Interpretation

From the above data it was found that Oreva Customers were happy

about performance of their tiles compared to other brands. Because in other

brands some were fairly satisfied.

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Table 7. Showing no. of Respondents availing often Sales Services.

Avail after Sales Service

No. of Respondents PercentageOreva Others Oreva Others

Yes 16 7 64% 47%No 9 8 36% 53%

Total 25 15 100% 100%

Interpretation

From the above data it found that percentage of Respondents who

availed after sales service was large in Oreva tiles compared to other brand

that means Oreva customers are getting more benefit from their competition.

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Table 8. Showing Level of Satisfaction in after sales services.

Level of Satisfaction No. of Respondents PercentageOreva Others Oreva Others

Very Much 6 2 37.5% 25%Moderately Satisfied 8 3 52% 37.5%

Fairly Satisfied 1 12 6.25% 12.5%Un Satisfied 1 2 6.25% 25%

Total 16 8 100% 100%

Interpretation

It found that half of the respondents belonging to Oreva & Other

brand were moderately satisfied about 30% were very much satisfied fairly

un satisfaction was more in other brands.

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Table 9. Showing Rating of Oreva tiles

Rating of Orevatiles No. of Respondents PercentageOreva Others Oreva Others

Best 12 4 48% 27%Good 13 9 52% 60%Fair 0 2 0% 13%Poor 0 0 0% 0%Total 25 15 100% 100%

Interpretation

From the above given data Oreva has been rated only in best & good

category. It shows ho much satisfied they are but in other brands many

respondents have rated as good. Best was rated by few & some have rated

fair in other brand category.

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Table 10. Showing through which media respondents came to know About Oreva

Media No. of RespondentsAdvertising 40%

Friends & Relatives 10%Internet 15%

News Paper / Magazine 25%No. of Applicable 10%

Total 100%

Advertising

Friends &Relatives

Internet

News Paper /Magazine

No. of Applicable

Interpretation

By the above data it can be pointed out the thing that advertising was the

most effective media through which the respondents came to know about

Oreva (Tiles) Granitiles IND largest vertified tiles ltd. Then it was friends /

relatives & in the remaining 3 media ti was ver poor in this area as per the

data collected from the respondents.

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Chapter 7.

SUMMARY OF FINDINGS

From the survey I came to know that 90% of the

respondent aware of the Oreva Granitile, only some

were unknown.

From the data I came to know that most of the

respondents are having the Oreva Granitile.

Large number of the consumers likes the Designs &

colours of Oreva Granitile.

Through the survey I came to know that the Quality of

the product was very good.

Majority of the Oreva customers were happy about

performance of their Tiles compare to other company’s

tiles.

The percentage of respondents who availed after sales

services was large in Oreva Tiles compare to other

brands that means Oreva customers are getting more

benefits from their competitors

Majority of the respondents are not facing any problems

but few are the facing, shading of the colours of tiles.

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CHAPTER 8SUGGESTIONS

The company should advertise its products in the TV

Oreva Granitile should introduce some sales promotions techniques

to the deals like pre-gifts premiums etc.

The position of the product is to be changed

The company should try to strengthen their image in the minds of

consumers.

Since Oreva tiles is well known brand, it has an opportunity to

diversity into some other business.

Orvea tiles should implement programmers which create awareness

about orvea products & its efficiency usage.

Oreva tiles out lets not able to meet the even growing demand for the

Oreva tiles products. Hence Oreva should open some more out lets.

Oreva tiles should consider the introduction of slab system for price

of Oreva tiles.

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CHAPTER 9EXPECTED CONTRIBUTION FROM THE STUDY

The study has given more positive insights about Ajanta Company. It is

an Indian largest manufacturing company and providing best services to

the Indian consumers. There is no doubt; Ajanta Company has a good

market share for its Oreva Granitile compare to other companies. Ajanta

Company has satisfied the customers through its services and coverage

and thus it can aim at higher growth in near future. Ajanta becomes a

trusted company in the years to come with advanced quality offered to the

people all over the world, more than 75% are satisfied with the product

so company has to be maintain this level for further.

It would do better to improve the facilities offered to the customers at

the premises. If the current level of the demand is maintained the

company does not need to look back. All it has to do is to maintain the

momentum change as and in the situation demand and least the

competitors and the changing preferences of the customers will make an

impact as Jack Watch said “change or die”

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BIBLIOGRAPHY 1) Text books

Consumer Behaviour Suja.R.nair

Marketing management Philip Kotler

Marketing management Rajan Saxena

2) Journals & Magazines

3) Internet

www.Google.co.in

www.Ajantha.com

www.Oreva.com

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QUESTIONNAIRE

Dear Sir / MadamI am Suresh S/o. Rama Rao.G a student as BBM III Year B.R.B.

College Raichur. Doing a research project which I partly for academic purpose only therefore. I request you to help me to complete my research study by filling the questionnaire given below. I promise to keep the information provided by you highly confidential.

Name :

Age :

Occupation :

Income :

Address : _____________________________________________

___________________________________________________

___________________________________________________

Contact Number: -

E – Mail : -

1) How you come to know about Oreva granitile?Advertising Interned

Friend’s / relatives Other source please Specify ----------

2) Do you have Oreva Granitile?

Yes No

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3) Which following factor appealed you most to purchase Oreva Granitile?

Price Advertising media

Satisfied user Convincing Marketing Staff

4) What features you like in your Oreva Granitile?

Colour Design

Quality Price

5) Are you satisfied with the performance of you Oreva Grantile?

Very much Moderately

Pairly Not

6) How is quality of service by the dealer?

Very good Good

Avg Poor

7) How important is often sales service?

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8) Do you avail after sales service

Yes No

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If yes are you satisfied with service?

Very much Moderate

Fairly Not

9) How to you feel rate your Oreva Grantile?

Best Good

Fair Poor

10) What Suggestion do you have to make service better?

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Signature

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