points on summer intership projects

7/31/2019 points on summer intership projects

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The introduction of the project is very essential for research purpose. First we study

the demography of customers of Deccan Steel Products in Nanded region. The

Demography of customers is the overall study of customers related to age, sex,

occupation and income. This study helps to know the prospective customers.

Further the study of customer satisfaction level of DSP is the study of satisfaction

and delightedness to the DSP. This study helps to know the likeliness, brand image,

strength & weakness of the product. This determines the sales promotion. This project

would be beneficial to know the feedback of the customers & also the way to provide

better facilities and services to the customers.

REASON FOR CHOOSING THIS INDUSTRY:

The usage of steel furniture is increasing day by day. There are lots of competitors

in this industry. There are always modifications, innovations and new technology used in

such type of industries.

REASON FOR CHOOSING THIS COMPANY:

The reason behind choosing this company for doing summer project is that, I

thought it will be helpful for my career in my family business. I have chosen this

company to get the full knowledge about the demography, satisfaction and prospective

customers. DSP have its own brand image in the heart of the customers in marathwada

region. Deccan Steel Products (DSP) sales their furniture through their showroom.

With the help of this project, I will make it possible to expose myself to the

corporate world and learn the practical knowledge related to my topic and customerfeedback about the DSP.


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COMPANY NAME: - DECCAN STEEL PRODUCTS.

COMPANY ADDRESS:-

DECCAN STEEL PRODUCTS,

1-12-90, INDUSTRIAL ESTATE, SHIVAJI NAGAR,

NANDED.431602

MISSION STATEMENT:-

To create exceptional value for our customers by harmoniously blending safety,

quality and efficiency. With our diverse team, we will provide responsible

stewardship to our community and environment while achieving stability and security

now and for future generation.

VISION STATEMENT:-

Our team provides valuable furniture for your future.

SLOGAN: - Where only quality matters.

SHOWROOM NAME: - Deccan Steel Products.

SHOWROOM ADDRESS:-

Deccan Steel Products,

M.K Empire, VIP Road, Nanded.431602

Tel. (02462) 253071


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In the current scenario of cutthroat competition, every company invest

in some new technology for their expansion & to maintain the quality, reduce the cost

& to produce the new product. My objective in this program is to increase the sale of

the company and get some experience of the corporate world.

PRIMARY OBJECTIVES:-

To study the brand image of the company. To segment the potential customers according to there buying behaviour. To study the satisfaction level of customers.

SECONDARY OBJECTIVES:-

To study / identify the potential customers. To study the services given by DSP in terms of servicing, warranty, and

repairing.

To analyze Customers opinion about Quality and Pricing policies. To know the grievances of customer, if any... To find out the brand awareness/perception.


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Some cautions in measuring Customer Satisfaction:-

When customers rate their satisfaction with an element of the companys

performance, say delivery, we need to recognize that customers will vary in how they

define good delivery; it could mean early delivery, on-time delivery, order

completeness, and so on. Yet if the company had to spell out every element in detail,

customers would face a huge questionnaire. We must also recognize that two

customers can report being highly satisfied for a different reasons. One may be

easily satisfied most of the times and the other might be hard to please on this

occasion.

Companies should also note that managers and salespersons can manipulate their

rating on the customers on customer satisfaction. They can be especially nice to

customers just before the survey. They can also try to exclude unhappy customers

from the included in the survey.

One of the danger is that if the customer know that the company will go out of its way

to please the customers, some customers may want to express high

dissatisfaction(even if satisfied) in order to receive more concessions.


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Market Research:-

Market research is only one branch of the marketing information system. Market

means actual and potential customers. Market research is the systematic and

intelligent investigation or study of the Who, What, Where, When, Why and How of

actual and potential buyers. It deals with research on customer demand, e.g.,

behaviour and attitudes of consumers and dealers at the market place, analysis of sales

data, analysis of market share of a firm, etc.

The following items of study are included in market research:-

Size of the market. Geographic location of customers. Demographic descriptions of customers. Consumer needs wants, habits and behaviour. Dealer wants Preferences. Degree of competition and the market trend.

Marketing Research Process:-

Marketing Research Process involves the following seven steps in proper sequence:

1. Situation analysis

2. Preliminary investigation

3. Research design

4. Sources of data

5. Data analysis

6. Report preparation.

7. Follow up recommendations.


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The following figure depicts the process of marketing research

Fig. Marketing Research Process

The definition consists of three important terms plan, structure and strategy.

The plan is an outline of the scheme on which the researcher is to work. The structure

of the research is more specific outline or the scheme and the strategy show how the

research will be carried out, specifying the method to be used in the collection and

analysis of the data. From the definition it is thus evident that research design is more

of a blueprint of the research. It can be compared with the plan of house, which lays

down the method and procedure for the collection of requisite information and its


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measurement and analysis with a view of arriving at meaningful conclusion at the end

of the proposed study.

(1) Primary data

(2) Secondary data

FIG. 1 SOURCES OF DATA

(1) Primary Data:-

It is the information obtained from original sources by the researcher. It can be

gathered slowly at a high cost. But it offers much greater accuracy and reliability. It

gives latest information.

The following method was used for obtaining the primary data:

(a) Survey technique (Questionnaire):

It is very effective method of conducting surveys. According to this method a

well organized questionnaire was prepared by the researcher. The questionnaire was

given to every customer, and their responses were recorded accordingly. The

responses were recorded by personally visiting the customers in different blocks of

city. The questions were short, simple, easily understandable, pointed, well phrased

and had one interpretation or meaning.

(2) Secondary Data:-

This data provides a starting point for research and offers the advantages of

lower cost and quicker availability. It was collected by the researcher by referring

company records such as invoices, sales figures etc.

Sampling is the method of selecting a sample from the given universe withview to draw conclusions about the universe.

SOURCES OF DATA

PRIMARY DATA SECONDARY DATA


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CUSTOMER SATISFACTION:-

Satisfaction level is the level of persons felt state resulting from comparing

products perceived performance (or outcome) in relation to the persons

expectation.

Thus satisfaction level is function of difference between perceived

performance & expectation. A customer could experience one of three broad levels of

satisfaction:

If the performance falls short of expectations, the customer isdissatisfied.

If the performance matches to the expectations of the customer, thenthe customer is satisfied.

If the performance exceeds the expectations of the customer, thecustomer is highly satisfied, pleased or delighted.

But how do the customer expect? Expectations are formed on the basis of the

buyers past buying experience statements made by the friends & associates, &

marketer & competitor information & promises. If marketers raise the expectations

too high the buyer is likely to be disappointed.

Some of the todays most successful companies are raising expectation &

delivering the performance. The companies are aiming high because customers who

are just satisfied will still find it easy to switch supplier when a better offer comes

along. The fact is that high satisfaction or delight creates an emotional affinity with

the brand, not just a rational preference, and this creates customers high loyalty.

Companies seeking to win in todays markets must track their customers

expectations perceived company performance, and customer satisfaction. They need

to monitor this for the competitors as well. Companies that achieve high customer

satisfaction ratings make sure that their target market knows it. The customer cantered

firms seeks to create high customer satisfaction it is not out to maximize customer

satisfaction.


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First they can increase the customer satisfaction by lowering the price orincreasing its services, but this may result in low profits.

Second, the company might be able to increase its profitability in the otherways, such as by improving its manufacturing or investing more in R&D.


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ADVERTISING:-

Impact of Advertising for Product Presentation:

Creates awareness

Provides Information

Generates Association with the audience

Helps in creating an image

Reaches large audience

Develops brand preference

Competitive weapon

Advertising moves consumers being unaware of a product or service to

Purchasing


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The research project was fruitful experience. It enables to come across the different

opinion of the customer about the DSP in the context of Price, Quality, Service Back

up, maintenance and safety. It was possible to understand the level of Customer

Satisfaction factors which influenced the Buying behaviour for Deccan furniture.

Keeping in mind the findings of the study, the following are the conclusions.

1.2. The company should satisfy or even delight the customers with its product quality

like high quality locks and after sales services like warranty & servicing so that

they can capture most of the market.

3. Company should try to enhance its post sales services as preventive measures formaximising the satisfaction level.

4. Company should design new and attractive offers as well as policies to attractmore customers.

Steel Products are showing good response, future demand is going to rise in the

market.


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In this era of tough competition in the market it is compulsory for company to

provide some types of facilities to the customers to acquire the best level of Customer

satisfaction.

During this study I came across some points which if consider would surely

enhance the market share and customer satisfaction.

1) Late service, loose delivery and unavailability of stock should be avoided. Thequick, fast and timely service facility is to be maintained


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BOOKS

Philip Kotler: Marketing Management prentice hall ofIndia Pvt. Ltd.

Sharma D.D.: Marketing Research Sultan Chand son,New Delhi.

WEBSITES

www.google.com

Documents

points on summer intership projects