project on hindalco extrusion product

8/11/2019 project on hindalco extrusion product

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Summer Internship Project 2014

1 | H I N D A L C O P R O J E C T

A PROJECT REPORT ON

ASSESSING THE SATISFACTION OF CUSTOMERS WITH THE QUALITY OF PRODUCT AND SERVISES

PROVIDED, ON BEHALF OF HINDALCO COMPANY

REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR POST GRADUATE PROGRAMME

IN MANAGEMENT

BY

AVIRUP CHAKRABORTY

010112035

UNDER THE GUIDANCE OF

MR DEBRAJ DUTTA

FACULTY,GLOBSYN,KOLKATA

&

MR RAJARSHI RAY, FIELD MANAGER

IMRB INTERNATIONAL KOLKATA

Sector V, Salt Lake City, Kolkata, West Bengal

July 2014


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Table Of Content

ACKNOWLEDGEMENT ......................................................................................... 4

ABSTRACT ........................................................................................................... 5

INTRODUCTION OF IMRB INTERNATIONAL. ........................................................ 6

INTRODUCTION TO HINDALCO AND EXTRUSION PRODUCT ................................ 7

OBJECTIVES ......................................................................................................... 9

METHODOLOGY .................................................................................................10

FINDINGS:- .........................................................................................................11

DIFFERENT CHARTS ............................................................................................19

LIMITATION OF THE STUDY ................................................................................27

CONCLUSION .....................................................................................................28

RECOMMENDATIONS ........................................................................................30

CUSTOMER QUESTIONNAIRE: EXTRUSIONS .......................................................32

References .........................................................................................................73


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ACKNOWLEDGEMENT

We are indebted to IMRB International for giving us the opportunity to gain invaluable experience under

the guidance of Mr. Rajarshi Ray (Field Manager). His continuous support and co-operation along with

valuable in-hand experience provided us with the conceptual understanding and practical approach

needed to work efficiently for the project.

We are also indebted to other team leaders for sharing vital information critical to the accomplishment

of the project objectives and providing direction to the project.

We express our gratitude to Prof. Debraj Datta, our faculty guide, for his guidance and suggestions. He

has been a great help for the completion of the project.

Last but not the least, we would take the opportunity to thank Mr. Bikram Dasgupta (Founder and

Executive Chairman of GLOBSYN), and Mr. Jayanta Mukherjee (Dean of Global campus) for the co-

operation and support.


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ABSTRACT

In pursuit of an MBA degree, summer internship is a critical component of the entire package. IMRB

International has given us the opportunity to gain invaluable experience under the guidance of Mr.

Rajarshi Ray (Field Manager). His continuous support and cooperation along with valuable in-hand

experience provided us with the conceptual understanding and practical approach needed to work

efficiently for the projects.

On behalf of HINDALCO, I assessed the satisfaction level of the customers pertaining to the quality of

product and service provided by them.

We assessed this satisfaction level off the customers on the basis of response we got from them while

conducting the personal interview. Our targeted respondents were group of customers on the customer

database of HINDALCO for Kolkata region. The data was collected by face to face interview.

From our study we found that customers have expressed satisfaction for the factors like

Product Quality

Ordering Process

Quality of Technical Support

Quality of Marketing support

Overall Billing Process

Pricing Policy

They have also shown dissatisfaction for the factors like

Delivery Process

Time taken to deliver Goods

Negotiation Process

Amount of Profit Earned.

So HINDALCO should recognize the customers dissatisfaction and should improve the service.

Our target respondents were different customers mentioned in the database given by HINDALCO

Company.

Prior appointments with the respondents through telephonic conversations and went to there Office or

Factory at there convenient timings. The survey was a face to face survey.

From our study we found that HINDALCO is one of the leading manufacturer and supplier of Aluminum

Extrusion product.


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INTRODUCTION OF IMRB INTERNATIONAL.

IMRB International, established in 1971, is South Asias leading market researchconsultancy

organization. IMRB International with over 800 full time staff and over 30 offices in South Asia and

Middle East offers full spectrum research consultancy to leading multinational and Indian clients in Indiaand outside India. International projects accounts for about a third of IMRBs business.

IMRB International is a part of WPPs insides and consultancy Division-Kantar.

WPP, one of the worlds leading communications service companies with billings of 36 billon provides

nationals, multinationals and global clients with advertising, media investment management,

information, insight and consultancy, public relations and public affairs; branding and identity,

healthcare and specialist communications. Collectively, WPP employees 91000 people in over 2000

office in 106 countries.

In India IMRB International is an autonomous division of Hindustan Thomson Associates Limited (HTA).HTAs divisionsinclude JWT (Advertising), Fortune (Advertising), Thomson Connect (Direct Marketing),

IPAN (Public Relations).

IMRBs key clients are ITC Tobacco, ITC FMCG and British American (BAT). Market research at IMRB

Kolkata uses state of the arc tools like structural equations.

Modeling, choice based conjoint, SPSS, MAGIC etc which make possible innovative solutions to be

offered to clients.


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INTRODUCTION TO HINDALCO AND EXTRUSION PRODUCT

Hindalco Industries Ltd. is analuminummanufacturing company and is a subsidiary of theAditya Birla

Group.Its headquarters is atMumbai, Maharashtra,India.

The company has annual sales of Rs 812.05 billion(FY12-13) and employs around 20,000 people. It is listed in theForbes Global 2000 at 895th rank. Its market capitalization bythe end of May 2013 was US$ 3.4 billion. Hindalco is one ofthe world's largest aluminum rolling companies and one of thebiggest producers of primary aluminum in Asia. Hindalco isIndia's largest aluminum producer and operates the country's

largest copper smelting and refining plant. It also owns theMount Gordon and Nifty copper mines in Australia. The company's aluminum products includewire rods, ingots, billets, aluminum alloy wheels, aluminum packaging and foils. Its copperproducts include cast copper rods for power and communication cables, strips for power anddistribution transformers, magnet wire, and copper cathodes. The copper unit provides almosttwo-thirds of its sales. In 2007, the company paid $6 billion, including debt, to buyCanada's Novelis.

Hindalco is a one of the leading player in the extrusions industry in India. With a wide range ofalloys, including hard alloys and special alloys for the defense and space sectors, our extrusionsare manufactured from high-quality billets made from virgin in-house metal. However some

industries are now posing threats to Hindalco. That are shown in the following charts:-

Use of Aluminum Extr usion i n D iverse I ndustri esIn addition to the ready workability and substantial strength of aluminum, there are many othertraits that offer benefits in various industries:

Name Market Cap.(Rs. cr.)

SalesTurnover

Net Profit

Hindalco 38,949.98 27,850.93 1,413.33

NALCO 14,548.51 6,780.85 642.35

Jindal Steels 27,460.30 19943 1910
http://en.wikipedia.org/wiki/Aluminiumhttp://en.wikipedia.org/wiki/Aluminiumhttp://en.wikipedia.org/wiki/Aluminiumhttp://en.wikipedia.org/wiki/Aditya_Birla_Grouphttp://en.wikipedia.org/wiki/Aditya_Birla_Grouphttp://en.wikipedia.org/wiki/Mumbai,_Maharashtrahttp://en.wikipedia.org/wiki/Forbes_Global_2000http://www.moneycontrol.com/india/stockpricequote/aluminium/hindalcoindustries/HIhttp://www.moneycontrol.com/india/stockpricequote/aluminium/hindalcoindustries/HIhttp://www.moneycontrol.com/india/stockpricequote/aluminium/nationalaluminiumcompany/NAChttp://www.moneycontrol.com/india/stockpricequote/aluminium/nationalaluminiumcompany/NAChttp://www.moneycontrol.com/india/stockpricequote/aluminium/nationalaluminiumcompany/NAChttp://www.moneycontrol.com/india/stockpricequote/aluminium/hindalcoindustries/HIhttp://en.wikipedia.org/wiki/Forbes_Global_2000http://en.wikipedia.org/wiki/Mumbai,_Maharashtrahttp://en.wikipedia.org/wiki/Aditya_Birla_Grouphttp://en.wikipedia.org/wiki/Aditya_Birla_Grouphttp://en.wikipedia.org/wiki/Aluminium


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High conductivity of heat and electricity opens many doors for aluminum extrusionproducts. The efficient transfer of heat makes aluminum a favorite for use in condensertubes, radiators and air conditioners in the automobile industry, and in nuclear reactors.It also promotes the use of aluminum extrusion products in the heating and coolingdevices of mainframe computers, electronics, audio and video systems as well as in

thawing units for the pharmaceutical industry. With its low weight to high strength ratio, aluminum extrusions are ideal for

manufacturing aircrafts, cars, boats, subways, railway coaches, and trucks. This includespanels, cylinder heads, engine blocks, transmission houses, and chassis. This same lightyet strong characteristic makes aluminum an optimal choice for manufacturing spacecraftbodies and parts.

Because aluminum is corrosion resistant, it can be used in mining to transport anddispose of mined materials and waste using tubing created with aluminum extrusion.This rust resistant property also makes it suitable for military armaments.

Aluminum tubing is used to house braided coaxial cables and wires, due to its non-magnetic properties.

Additionally, aluminum can be repeatedly recycled while maintaining its structural integrity andis abundantly available in nature. Aluminum extrusion is becoming the most viable solution tomeet the specific manufacturing needs of design flexibility, cost savings, and productperformance


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OBJECTIVES

THE MAIN OBJECTIVES OF THE PROJECT IS TO ASSESS THE SATISFACTION OF CUSTOMERS WITH THE

QUALITY OF EXTRUSION PRODUCT AND SERVISES PROVIDED, ON BEHALF OF HINDALCO COMPANY.


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METHODOLOGY

SAMPLE FRAME:-

Customers in Kolkata and outside Kolkata.

SAMPLE SIZE:-

61 Respondents are asked

SAMPLE PROCESS:-

Quota sampling process was adopted

SURVEY INSTRUMENTS:-

Survey form was provided by HINDALCO Company

MODE OF DATA COLLECTION:-

Prior appointments weretaken from the respondents through telephonic conversations and later on

went to their Office or Factory at their convenient timings. The survey was a face to face survey.

DATA ANALYSIS:-

The data was analyzed based on descriptive statistics e.g., mean and standard deviation and frequency

using MS Excel. It was ensured that there was no missing data.


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FINDINGS:-

SATISFACTION RATINGS OF CUSTOMERS ON DIFFERENT PARAMETERS.

Meaning of Ratings:-

EXCELLENT 5VERY GOOD 4

GOOD 3

FAIR 2

POOR 1

DONT

KNOW

8

REFUSED 9

PARAMETERS OPERATIONAL DEF. MEAN(SD) INTERPRETATION

Quality Of Product Satisfaction of the

Customers with the

overall quality of the

product and services

HINDALCO4.40(0.74)

Benchmark4.23(0.60)The Customers are

overall satisfied as

they gave an overall

ratings of 4.40 which

means very good

and the standard

deviation showed

that some

customers said

Excellent(5.14)

and some said

Good(3.56)

The ratings of

the bench mark

companies showed

that the customers

are also satisfied

with the quality of

the product of

bench mark

companies.

Profit Earned Satisfaction of the

Customers regarding

the profit earned.

HINDALCO1.73(0.80)


somewhat

dissatisfied

mean(1.73).

Standard deviationvalues shows that


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the customersdissatisfaction levelvaries from(2.53)and (0.93)

The ratings of the

bench mark

companies showed

that the customers

are also dissatisfied

with the profit

earned.

Value Satisfaction of the

Customers regarding

Value I;e what acompany gets in terms

of product and service

received as well as

relationship enjoyed

HINDALCO2.47(0.74)

Benchmark2.08(0..49)

The Customers are

neither satisfied nor

dissatisfiedmean(2.47).

Standard deviationvalues showed thatsome customers aresatisfied (3.21) andsome are dissatisfied(1.73).

The ratings of the

bench mark

companies showed

that the customers

are dissatisfied with

the value earned.

Recommendation to

other customers

How much the

customers are likely to

recommend other

customers who want to

buy similar products.

HINDALCO3.47(1.55)



dissatisfied as mean

(2.47). Standard

deviation valuesshowed that somecustomers are verysatisfied (5.02) and

some are dissatisfied(1.92).

The ratings of the

bench mark

companies showed

that the customers

are not likely to

recommend others


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to purchase product

of the bench mark

companies.

Willingness to purchase

produt in future.

How much the

customers are likely topurchase product in

future.

HINDALCO4.40(0.74)

Benchmark

4.46(0.66)

The Customers are

very satisfied asmean is (4.40).

Standard deviationvalues showed thatsome customers arevery satisfied (5.14)and some aresatisfied (3.66).

The ratings of the

bench mark

companies showed

that the customers

are also likely topurchase product in

future.

Ordering Process Satisfaction of the

Customers with the

overall quality of the

ordering process.

HINDALCO4.13(0.64)


very satisfied as

mean is (4.13).

Standard deviationvalues showed thatsome customers arevery satisfied (4.73)and some aresatisfied (3.49).

The ratings of the

bench mark

companies showed

that the customers

are also satisfied

with the ordering

process of the

benchmark

companies.

Technical Support Satisfaction of theCustomersregarding

technical support

received.

HINDALCO3.07(0.96)Benchmark2.69(1.18)

The Customers aresatisfied as mean is

(3.07). Standard

deviation valuesshowed that somecustomers are verysatisfied (4.03) andsome are dissatisfied


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(2.11).

The ratings of the

bench mark

companies showed

that the customers

areneither satisfiednor dissatisfied with

the ordering process

of benchmark

companies.

However some are

satisfied and some

are dissatisfied.

Marketing Support Satisfaction of the

Customersregarding

marketing support

received

HINDALCO2.87(0.99)




is (2.87). Standard

deviation valuesshowed that somecustomers aresatisfied (3.86) andsome are dissatisfied(1.88).

The ratings of the

bench mark

companies showed

that the customersare neither satisfied

nor dissatisfied with

the marketing

process of

benchmark

companies.

However some are

satisfied and some

are dissatisfied

Quality of the bill Satisfaction of the

Customersregarding

quality of the bill.

HINDALCO4.20(0.68)


very satisfied as

mean is (4.20).Standard deviationvalues showed thatsome customers arevery satisfied (4.68)and some aresatisfied (3.52).

The ratings of the


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bench mark

companies showed

that the customers

are also satisfied

with the quality of

billing of thebenchmark

companies.

Delivery Process Satisfaction of the

Customersregarding

quality of the delivery

Process

HINDALCOAlupuram- 2.20(1.32)Renukoot- 2.07(1.16)

Benchmark3.00(0.71)

The Customers are



(2.20) and (2.07).

Standard deviationvalues showed thatsome customers aresatisfied (3.52) and

(3.23) and some aredissatisfied (0.88)and (0.91)

The ratings of the

bench mark

companies showed

that the customers

are satisfied with

the delivery process

of benchmark

companies.

However some aresatisfied and some

are dissatisfied.

Relationship Building

Activity

Satisfaction of the

Customersregarding

quality of the

relationship building

activity.

HINDALCO3.67(0.98)


satisfied as mean is

(3.67). Standard

deviation valuesshowed that somecustomers are verysatisfied (4.65) andsome are dissatisfied

(2.69).The ratings of

the bench mark

companies showed

that the customers

are neither satisfied


the marketing


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process of

benchmark

companies.

However some are

satisfied and some

are dissatisfiedNegotiation Process Satisfaction of the

Customersregarding

quality of the

negotiation process.

HINDALCO1.67(0.58)


somewhat

dissatisfied mean

(1.67). Standard

deviation valuesshows that the

customersdissatisfaction levelvaries from (2.25)and (1.09). On theother hand most of

the respondentrefused this questionas they do not havethe power tonegotiate.

The ratings of the

bench mark

companies showed

that the customers



the marketing

process of

benchmark

companies.

However some are

satisfied and some

are dissatisfied. On

the other hand mostof the respondentrefused this questionas they do not havethe power to

negotiate.

Pricing Policy Satisfaction of the

Customersregarding

quality of the pricing

policy.

HINDALCO3.47(0.74)


satisfied as mean is

(3.47). Standard

deviation valuesshowed that somecustomers are very


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satisfied (4.21) andsome are dissatisfied(2.73).

The ratings of the

bench mark

companies showed

that the customers



the marketing

process of

benchmark

companies.

However some are

satisfied and some

are dissatisfied.

complaints solvingprocess.

Satisfaction of theCustomersregarding

quality of the

complaints solving

process.

HINDALCO1.27(0.80)Benchmark3.50(0.71)

The Customers aresomewhat

dissatisfied

mean(1.27).

Standard deviationvalues shows thatthe customerss

dissatisfaction levelvaries from(2.07)and (0.47)

The ratings of the

bench mark

companies showed

that the customers

are satisfied with

the quality of

complaints solving

process of

benchmark

companies.

However some are

satisfied and some

are dissatisfied.

On the other handmost of therespondent refusedthis question as theydo not have anycomplains to solve.


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Satisfaction Of

Respondents

Overall satisfaction

level of the customers

over the company.

HINDALCO4.00(0.68)


overall satisfied as

they gave an overall

ratings of 4.00 which

means very goodand the standard

deviation showed

that some

customers said

Excellent (4.68)

and some said

Good(3.32)

The ratings of

the bench mark

companies showed

that the customers

are also satisfied

with the bench mark

companies.


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DIFFERENT CHARTS


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LIMITATION OF THE STUDY

Since quota sampling method was adopted, the finding of this study is limited to the

studied sample and cannot be generalized.

A larger sample size could not be achieved due to lower response rate. Though not tested,it may not ensure statistical significance of the finding.


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CONCLUSION

From our study we found that Hindalco which is regarded as one of the best suppliers of extrusion

products is slightly loosing public confidence as the overall satisfaction ratings of the customer stands at

4.00, which means very good, but the overall ratings of the competitors stands at 4.25, which is

slightly on the higher side.

There are some parameters which showed that Hindalco and its competitors got the neck to neck

ratings. In this segment there are some parameters in which the customers are more satisfied with

Hindalco than its Competitors. But there are also some factors in which competitors got more ratings

than Hindalco.

Customers are more satisfied with Hindalco than its competitors:-

Name Of Parameters Hindalco Benchmark More

Quality of product 4.40 4.23 0.17

Technical support 3.07 2.69 0.38

Quality of Billing process 4.20 4.08 0.12

Relationship Building Activity 3.67 2.77 0.90

Fairness in pricing Policy 3.47 2.92 0.55

Recommendation to other customers who wants to

buy similar products

3.47 2.77 0.70

Customers are more satisfied with Competitors than Hindalco:-

Name of parameters Competitors Hindalco More

Willingness to purchase product in future 4.46 4.40 0.06

Ordering process 4.15 4.13 0.02

On the other hand there are some parameters on which customers are not atoll satisfied with Hindalco.

Rather they are dissatisfied with Hindalco. In these cases the competitors wins the race. Along with the


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above mentioned parameters these parameters also contribute to the difference in overall satisfaction

level . These are:-

Name of parameters Competitors Hindalco More

Complain solving process 3.50 1.27 2.23

Negotiation Process 2.67 1.67 1.00

There is also 1 parameter in which both Hindalco and its competitive brands failed to satisfy customers.

This is:-

Profit earned by selling extrusion product.

There are also some parameters on which the customers are neither satisfied nor dissatisfied both with

Hindalco and its competitors. These are:-

Name of parameters Hindalco Competitors

Value received 2.47 2.08

Marketing support 2.87 2.62


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RECOMMENDATIONS

Hindalco which is slowly loosing public confidence has to make some improvements in order to retain its

superior position. The changes which must be installed are as follows:-

First of all Hindalco has to make improvements in the parameters in which negative feedbacks

are received.a) Complain solving process have to be improved. Complains should be solved within 5-6 days

from the day they are longed. Moreover the company should show their eagerness to the

customers to solve the problems.

b) The company should make there negotiation process flexible and every one should be

allowed to make negotiation other than the exclusive customers. 80% of the customers are

not allowed to make any negotiations.

c) Prices should be made competitive. Generally Hindalco products are costlier than

competitors product though the products are more or less of same quality. This will increase

the profit earnings of the competitors and will bring positive vibes in the mind of the

customers for Hindalco.

d) The discount part of the price have to be restructured to lower the price of the products.

For the parameters on which customers are neither satisfied nor dissatisfied both with

Hindalco and competitors, small improvements in the part of Hindalco will help to draw huge

positive attractions of the customers. For this:-

a) The marketing support have to be improved. Executive of the company must visit the

customers at least once in a month to provide them proper support. This will bring a feelings

in the customers mind that the company care for us. And every one will like to be with the

once who care for them.

b) Time taken to deliver goods have to be reduces. Generally the company takes more than 60

days to deliver goods, while the competitors are delivering the goods in 30-60 days. due to

delay in receiving goods by the customers they cannot sell goods to others as a result theirs

money gets blocked. This also brings negative impressions for Hindalco.

Hindalco Benchmark

Alupuram Renukoot 15-30 days

More Than 60

days

More Than 60

days

15-30 days

30- 60 days 30- 60 days 30- 60 days

more than 60days

more than 60days

30- 60 days

more than 60

days

more than 60

days

30- 60 days

30- 60 days 30- 60 days 15-30 days

30- 60 days 30- 60 days 15-30 days

15-30 days 15-30 days 30- 60 days


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less than 15 days less than 15 days 30- 60 days

30- 60 days 30- 60 days less than 15 days

30- 60 days 30- 60 days 15-30 days

15-30 days 15-30 days 30- 60 days

more than 60

days

more than 60

days

15-30 days

less than 15 days less than 15 days 30- 60 days

30- 60 days 30- 60 days 30- 60 days

more than 60

days

more than 60

days

15-30 days

c) Goods should be delivered in one single shot. No part supply of goods should be made.

d) Loading and unloading charges are wrongly taken by the person who does the jobs in the

stock points. But these is against the rule. So proper actions should be taken to stop these

evil practices.

For the factors on which customers are already satisfied with Hindalco and its competitors,

Hindalco has to make little improvements to leave there competitors far behind. Thease are:-

a) Product quality is good but innovations should be made so that it can satisfy the changing

demands of the customers.

b) Technical support is good, but the company must keep professional technician who can help

the customers whenever they are in need of that. The technicians should always be ready to

answer any sort of quarries of the customers.

c) The bill should be made simpler so that any layman can also understand it. That is what the

amount they have to pay, how much discount they are getting etc.

d) To make the customer company relationship strong the company should give more

emphasis on Frequency of senior level interaction,Willingness to accommodate customer

problems in exceptional circumstances etc.

If Hindalco put emphasis to improve all the factors mentioned above that day is not far when

Hindalco will attain monopoly in extrusion segment of Aluminum product.


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Project Sporke

CUSTOMER QUESTIONNAIRE: EXTRUSIONS

UNIQUE ID : (FromDatabase)

E X C

FIELDWORK CENTRES:

North East West South

Delhi 01 Kolkata 04 Mumbai 08 Chennai 12

Ludhiana 02 Patna 05 Pune 09 Cochin 13

Lucknow 03 Guwahati 06 Indore 10 Hyderabad 14

Bhubaneshwar 07 Ahmedabad 11 Bangalore 15

Regions as per Hindalco definition (From Database)

North 1

East 2

West 3

South 4

R E S P O N D E N T D E T A I L S

Name of

Organisation

Name of

Respondent

1


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Designation

of respondent

Address

City

Pin codePhone (with STD

Code)

I N T E R V I E W E R D E T A I L S

Interviewer Name

Supervisor Name

Date of Interview

Back Checked

Accompanied P T Scrutinized

TL 1 1 5 1

OFE 2 2 6 2

EIC 3 3 7 3

FM 4 4 8 4

Good __________! My name is __________. I am from IMRB International, which is a leading market research

firm in the country. We have been engaged by Hindalco, to measure the satisfaction levels amongst their

customers, with respect to their products and services. We would also like to know what you think should be the

areas of improvement for them, so that they are able to serve you better and help you to run your business more

efficiently.I would like to assure you that there are no right or wrong answers and we are only interested in your opinion. I

would also like to assure you that this discussion is completely confidential. Could you please spare the time? We

need to ask you a few questions.

Before starting this interview, I wish to confirm that this interview complies with the Market Research

Society of India (MRSI) and International code of ethics for market research.Please be assured that all

information given by you will be kept strictly confidential and not revealed to our client with your


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name/contact details without your prior permission. The response collected will be added together with

the responses of others before presenting the findings. Under no circumstance will this information be

used for sales or any commercial purpose.

Do you have any queries before I start the interview? For further clarification, you may also contact my

senior at IMRB International at any point during this interview.

INTERVIEWER TO CLARIFY AND PROVIDE ASSURANCE

TIME OF START: ___________ TIME OF END: ____________ TOTAL DURATION: __________


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X1. Customer segment type

Direct Active Customer

(Customers who buy directly from the plant)

1

CONTINUEGodown / Warehouse Customer

(Customers who buy directly from the companys

warehouse)

2

Dealer /Consignment Agent Customer 3TERMINATE

INTERVIEWOther 4

Q1a. What role, would you say, you play in the purchase / usage of Aluminium products for thisorganization?

Would you say you are the Key Decision Maker when it comes to the purchase of Aluminium

products or End User of the products? (MULTICODING POSSIBLE)

Key Decision Maker (KDM) 1

CONTINUE

End User (EU) 2

None of the above 3TERMINATE

INTERVIEWRefused 4

Q1b. Which are different types of Aluminium products that you buy?

Q1c. What proportion did each of these contribute (by volume) to your total Aluminium purchase in the

last 1 year, in percentage terms?

ProductsQ1b Q1c

Ingots/Billets 1

Wire Rods 2


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Rolled Products 3

Extrusions 4

Foils 5

(REST OF THE INTERVIEW FROM Q1d ONWARDS WILL BE ASKED FOR EXTRUDED PRODUCTS ONLY.

PLEASE ASK RESPONDENT TO GIVE ANSWERS TO ALL FOLLOWING QUESTIONS IN THE INTERVIEW,

KEEPING THE EXTRUDED PRODUCTS IN MIND)

Q1d. From which all companies have you purchased Extruded productsin the last one-year?

Q1e. Amongst all these companies, which company do you prefer most to deal with? (ASK ONLY FOR

COMPANIES CODED IN Q1d)

Q1f. And which company you prefer next most?(ASK ONLY FOR COMPANIES CODED IN Q1d)

Q1j. What % of your extrusions volume last year was sourced from _______ (ASK SEPARATELY FOR

EACH COMPANY CODEDIN Q1d)

COMPANY

CODE

Q1d

Preferred

most

Q1e

Preferred next

most

Q1f

Volume Terms

Q1j

1 HINDALCO 01 01 01

2 JINDAL 02 02 02

3 CENTURY 03 03 03

4 ALOM/OEL 04 04 04

5 BHORUKA 05 05 05

6 MAHAVIR 06 06 06

7 VISHNU(VALCO) 07 07 07

8 SUDAL 08 08 08

9 PANKAJ 09 09 09


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10 BANCO 10 10 10

11 AGRAVANSHI/KMC 11 11 11

12 GLOBAL 12 12 12

13 ROYAL 13 13 13

14 SUPERFINE 14 14 14

15

ANY OTHER

(Please Specify): _______________

15 15 15

INTERVIEWER INSTRUCTIONS A1PLEASE NOTE:

1.

IF THE COMPANY PREFERRED MOST IS HINDALCO, THEN COMPANY PREFERRED NEXT MOST IS THE

BENCHMARK COMPANY AND TAKE RATINGS FOR HINDALCO AND THE COMPANY PREFERRED

NEXT MOST.

2.

IF THE COMPANY PREFERRED MOST IS OTHER THAN HINDALCO, THEN COMPANY PREFERRED

MOST IS THE BENCHMARK COMPANY AND TAKE RATINGS FOR HINDALCO AND THE COMPANY

PREFERRED MOST.

(Please note down the name of the Benchmark Company as per instructions in A1 above)

Q1g.Benchmark Company: ___________________________________

(ASK FOR COMPANY CODED IN Q1e ABOVE)

Q1h. You mentioned you prefer ___________ (MENTION THE COMPANY PREFERRED MOST AS SPECIFIED BY

RESPONDENT IN Q1e)company the most. Could you please tell me why do you say so?


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Q1i. What proportion of your total raw material requirement do Aluminium Extrusions products

constitute in:

1) Volume terms

2) Value terms

PercentageVolume Terms Value Terms

0-25% 1 1

26-50% 2 2

51-75% 3 3

76-100% 4 4

Cant say / No answer 5 5

SECTION 1: QUALITY / IMAGE

SHOWCARD A

Q2a. Let us consider the overall qualityof extrusion products & services that are offered by the

various companies you deal with. While giving your opinion please consider the quality of

products & packaging you receive, the support from the company in terms of service / support

that you receive at the time of negotiation & ordering, delivery, billing & payment, complaint

handling, technical support and the quality of marketing support. Taking into consideration all

experiences you have had with these companies as well as what you may have heard from

others or read about them, please tell me how would you rate the overall quality of

______________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).


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CODE IN THE GRID GIVEN BELOW

Hindalco Benchmark

EXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8

REFUSED 9 9

Q2b Why do you say so?

(Hindalco)

(Benchmark)


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SHOWCARD B

Q3a. Now I would like you to think of the price you paid for the product you bought. Compared to

what other companies charge for similar products, would you describe ___________ (MENTION

HINDALCO AND BENCHMARK COMPANY IN TURN) asbeing? READ LIST EXCEPT DONT KNOW

AND REFUSED.

Hindalco Benchmark

VERY LOW PRICED 5 5

LOW PRICED 4 4

MODERATELY PRICED 3 3

HIGH PRICED 2 2

VERY HIGH PRICED 1 1

DONT KNOW 8 8

REFUSED 9 9

SHOWCARD C

Q4. Now let us consider value, which is what you get in terms of products & services received, as

well as the relationship enjoyed, in relation to what you give in terms of your time, money and

effort. Would you say ___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN

TURN) offers ? READ LIST EXCEPT DONT KNOW AND REFUSED.

COMPANYHindalco Benchmark

EXCELLENT VALUE 5 5

VERY GOOD VALUE 4 4


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GOOD VALUE 3 3

FAIR VALUE 2 2

POOR VALUE 1 1

DONT KNOW 8 8

REFUSED 9 9

SHOWCARD D

Q5. I am now going to read a list of statements you could use to describe the various companies you

deal with. As I read out each statement, please look at this card and tell me that in case of

___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN) which of these

phrases apply? PLEASE READ OUT EACH ATTRIBUTE FOR BOTH THE COMPANIES AND THEN GO

TO THE NEXT ATTRIBUTE.

STRONGLY AGREE: 5, AGREE: 4, NOT SURE: 3, DISAGREE: 2, STRONGLY DISAGREE: 1, DONT KNOW: 8,

REFUSED: 9 (WRITE CODE IN THE GRID BELOW)

STATEMENTS Hindalco Benchmark

1I believe __________ (mention Hindalco and benchmark company in

turn)is one of the best companies in the Industry

2___________(mention Hindalco and benchmark company in turn) is

one I prefer over other companies

3__________ (mention Hindalco and benchmark company in turn)is a

company that really cares about its customers

4___________ (mention Hindalco and benchmark company in turn)is

Easy to do business with

5The overall Reputation of _________ (mention Hindalco and benchmark

company in turn)is Excellent

6 Has a wide range of products

7 Is an innovative company

8 Is a company that has fair practices


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9 Is a company that manufactures superior quality products

10 Is a reliable company

11 Is responsive to customer needs

12 Employs Competent people

13 Is transparent in its dealings


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SHOWCARD D

Q6a. I am now going to read a list of statements you could use to express your overall feelings

towards ______________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).

Please look at this card and tell me which of these phrases apply to _______________

(MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).

STRONGLY AGREE: 5, AGREE: 4, NOT SURE: 3, DISAGREE: 2, STRONGLY DISAGREE: 1, DONT

KNOW: 8, REFUSED: 9 (WRITE CODE IN THE GRID BELOW)


1

Considering the products & services I receive, I am very

loyal to_________________(MENTION HINDALCO AND

BENCHMARK COMPANY IN TURN)

2

It would matter a lot to me if I could not buy from

______________ (MENTION HINDALCO AND

BENCHMARK COMPANY IN TURN)

Relational Outcomes Section

SHOWCARD E

Q6b. I am again going to read a list of statements, which could be used to express your feelings and

intentions. As I read out each statement, please look at this card and tell me that in case of

_____________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN), which of these

phrases best express your feeling or intention? READ OUT EACH STATEMENT IN TURN.

EXTREMELY LIKELY: 5, VERY LIKELY: 4, SOMEWHAT LIKELY: 3, NOT VERY LIKELY: 2, NOT AT ALL

LIKELY: 1, DONT KNOW: 8, REFUSED: 9. (WRITE CODE IN THE GRID BELOW)


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1I will recommend it to other customers who want to buy / use

similar products

2 I will continue to buy its products in the future

3

All factors remaining the same, I will increase the share of my

Extruded products business going to __________(MENTION

HINDALCO AND BENCHMARK COMPANY IN TURN)

DO NOT PROBE WITH OPTIONS FOR Q6c(i)

IF 5 or 4 CODED IN Q6b (2) ABOVE, ASK Q6c (i)

Q6c (i). Why do you say so? (MULTICODING POSSIBLE)

Reason for Rating in 5 or 4in Q6b (2) Hindalco Benchmark

Products are of good quality 01 01

Price is reasonable 02 02

Have a good relationship with the company 03 03

Any Other (Pl. Specify)

____________________________________ 04 04

DO NOT PROBE WITH OPTIONS FOR Q6c(ii)

IF 2 or 1 CODED IN Q6b (2) ABOVE, ASK Q6c (ii)

Q6c (ii). Why do you say so? (MULTICODING POSSIBLE)


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Reason for Rating 2 or 1 in Q6b (2) Hindalco Benchmark

Products are of poor quality 01 01

Price is high 02 02

Delayed Delivery 03 03

Any Other (Pl. Specify)

____________________________________ 04 04

SHOWCARD D

Q6d. In this section, please think about each statement and say whether it applies to Hindalco, by indicating

Agree or Disagree. If you neither agree nor disagree, please indicate Neither.

STATEMENT

Strongl

y Agree

Agree Neither

agree nor

disagree

Disagre

e

Strongl

y

Disagre

e

1 Hindalcos products & services are so good thatthere isnt anything else thats truly comparable

5 4 3 2 1

2

The working relationship (systems, procedures,

routines, processes) we have with Hindalco

would take a lot of effort to re-build with some

other company

5 4 3 2 1

3Its our working policy to divide up our business

among various co.s/ more than one company5 4 3 2 1

4

Regardless of the price level of Hindalco

products, I would not consider another company 5 4 3 2 1

5

We have such strong relationships with people at

Hindalco that we end up staying with them ,

even when we feel like using another company

5 4 3 2 1


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SUB SECTION I: ORDERING

SHOWCARD A

Q9a. Based on all the experiences you have had, how would you rate the overall quality of the Ordering

process of ________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)?

Would you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

HindalcoBenchmark

EXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8

REFUSED 9 9

SHOWCARD A

Q9b. Lets discuss specific aspects related to the overall quality of Ordering Process. Thinking about

____________ (READ OUT EACH ATTRIBUTE IN TURN), which of these phrases apply to

___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)

READ OUT EACH STATEMENT IN TURN. ROTATE ORDER OF STATEMENTS WITH NEXT

RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR:2, POOR:1, DONT KNOW: 8, REFUSED: 9 (WRITE

CODE IN THE GRID BELOW)

Process Areas Section


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ATTRIBUTES HindalcoBenchmark

1 Speed of response to enquiries

2 Adequacy of response to enquiries

3Completeness of information given on product specifications,

availability and procedural aspects

4 Ease of placing orders

5Speed of order confirmation once negotiation and ordering are

completed

6Ability to accommodate changes in specifications / quantities /

delivery schedule even during emergencies

7 Adequacy of information provided on order status

SUB SECTION II: TECHNICAL SUPPORT

SHOWCARD A

Q15a. Now I would like you to think only about the quality of technical support. Based on all the experiencesyou have had so far, how would you rate the overall quality of technical supportof _______________

(MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)? Would you say it is? READ LIST EXCEPT

DONT KNOW AND REFUSED

HindalcoBenchmar

k

EXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8


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REFUSED 9 9

SHOWCARD A

Q15b. Lets discuss specific aspects related to the overall quality of technical support. Thinking about


___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).


RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8 , REFUSED: 9 (WRITE


ATTRIBUTES HindalcoBenchmar

k

1Understanding of technical personnel on own products and customer

processes to avoid recurrence of problems

2Ability to proactively share technical developments and offer suggestions

for improvements for the customer

3Extent of new product development and innovation by technical

personnel

4Ability of technical staff to understand your problems/complaints and

provide solutions

Q16. I will now read out a few specific statements concerning various aspects of service that you

receive from Hindalco. Please tell me the current and desired levels for each of the attributes, as

expected by you, in numbers/quantities/days etc.


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ATTRIBUTE/STATEMENT CURRENT

LEVEL

EXPECTED/

DESIRED

1Speed of order confirmation once negotiation and ordering

are completed (in days) (in days) (in days)

2Lead time required for delivery from date of ordering (in

days) (in days) (in days)

3Frequency of visits of marketing personnel (number of visits

per year) (no. of visits peryear)

(no. of visits per

year)

4Time taken for resolving complaints from the date they are

lodged (in days) (in days) (in days)

5Frequency of organising technical seminars / factory visits

(number of times a year) (no. of times a year) (no. of times a year)

SUB SECTION III : MARKETING SUPPORT

SHOWCARD A

Q12a. Now I would like you to think only about the quality of marketing support. Based on all the experiences youhave had so far, how would you rate the overall quality of marketing support of _______________

(MENTION HINDALCO AND BENCHMARK COMPANY IN TURN )? Would you say it is? READ LIST EXCEPT


HindalcoBenchmark

EXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8

REFUSED 9 9


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SHOWCARD A

Q12b. Lets discuss specific aspects related to the overall quality of marketing support. Thinking about




RESPONDENT




1 Ease of access of concerned person

2 Frequency of visits of marketing personnel

3 Promptness of intimation of changes in price, policies, etc.

4Knowledge and competence of marketing personnel on technical

aspects

5 Knowledge and competence of marketing personnel on commercialaspects

6 Ability to solve problems, queries, complaints, etc.

7 Willingness to solve problems, queries, complaints, etc.

8 Regularity of providing feedback on expected date of delivery

9 Level of rapport of the marketing team with the customer

1

0 Speed of response to queries

1

1Politeness and courtesy

1

2Ability to keep in regular touch


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SUB SECTION IV: CRM

Q17. Are you aware of the CRM package introduced by ____________ (MENTION HINDALCO AND

BENCHMARK COMPANY IN TURN)?

Hindalco Benchmark

YES 1 1Continue to Q17a if coded YES for

Hindalco

NO 2 2

Skip to SUB SECTION VDont Know 8 8

Refused 9 9

Q17a. Could you please tell me if you have access to CRM package of _______________ (MENTION

HINDALCO AND BENCHMARK COMPANY IN TURN)?

Hindalco Benchmar

k

YES 1 1 Continue to Q17b only if coded YES forHindalco

NO 2 2

Skip to SUB SECTION V

Dont Know 8 8


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Refused 9 9

SHOWCARD A

Q17b. I would like you to think only about the quality of CRM package. Based on all the experiences

you have had so far, how would you rate the overall quality of the CRM package of

_______________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)? Would you

say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

HindalcoBenchmark

EXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8

REFUSED 9 9

SHOWCARD A

Q17c. Lets discuss specific aspects related to the overall quality of CRM Package. Thinking about




RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9. (WRITE



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1 Ease of accessing the CRM package/ user friendly

2 Ease of checking status of your order on the CRM package

3 Ease of lodging complaint

4 Ease of tracing the status of complaint handled by company

Q17d. Do you think CRM package is beneficial for your Business?

Hindalco INSTRUCTION

YES 1 Continue to Q17e

NO 2

Skip to SUB SECTION VDont Know 8

Refused 9

Q17e. Could you please discuss the benefits of CRM reflecting in your business?

______________________________________________________________________________

__

SUB SECTION V : BILLING AND PAYMENT

SHOWCARD A


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Q14a. Now I would like you to think only about the overall quality of billing and payment of extrusion products.

Based on all the experiences you have had so far, how would you rate the overall quality of billing and

payment of _______________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)? Would

you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

HindalcoBenchmark

EXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8

REFUSED 9 9

SHOWCARD A

Q14b. Let us discuss specific aspects related to the overall quality of billing and payment of extrusion

products. Thinking about ____________ (READOUT EACH ATTRIBUTE IN TURN),which of these

phrases apply to ___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).

READ OUTEACH STATEMENT IN TURN. ROTATE ORDER OF STATEMENTS WITH NEXT

RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9(WRITE



1 Willingness to provide alternative financing solutions

2 Accuracy of bills and statement of accounts

3 Providing bills and statement of accounts that are clearly


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understood

4 Ability to solve problems related to billing

5 Completeness of documentation with bills

6 Speed of issue of credit notes as per order terms

7Frequency of providing periodic accounts and reconciliation

statements

SUB SECTION VI: DELIVERY OF GOODS

SHOWCARD A

Q10a. Now I would like you to think only about the overall quality ofDelivery of extrusion goods.Based on all the

experiences you have had so far, how would you rate the overall quality of delivery of goods by

_______________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)? Would you say it is?

READ LIST EXCEPT DONT KNOW AND REFUSED

HindalcoBenchmark

EXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8

REFUSED 9 9

SHOWCARD A


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Q10b. Lets discuss specific aspects related to the overall quality of delivery of extrusion goods.

Thinking about ____________ (READ OUT EACH ATTRIBUTE IN TURN), which of these phrases

apply to ___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).


RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED:9 (WRITE



1 Timeliness of delivery of product as per commitment

2 Feedback on expected date of delivery

3 Lead time/Speedof delivery from the date of ordering

4 Timeliness of Die Cutting

5 Willingness to deliver during emergencies

6 Availability of Test Certificates at time of delivery

7 Accuracy of documentation

8 OTIF (on-time-and-in-full) delivery

9 Delivery of products as per order terms

10

Condition of goods delivered

Q10b1. From which of the following Hindalco plants AND/OR stock point (godown/warehouse), do you

purchaseAluminiumExtrusion Products?


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MULTI CODING POSSIBLE

PLANT/STOCKPOINT CODE

Alupuram Plant 1

Renukoot Plant 2

Stockpoint 3

SHOWCARD A

Q10c. Now I would like you to think only about the overall quality of Delivery of extrusion goods from

plant/stockpoint.Based on all the experiences you have had so far, how would you rate the overall quality

of delivery of goods by _______________ (MENTION EACH OF THE HINDALCO PLANTS/ STOCKPOINT

CODED IN Q10b1 IN TURN)?Would you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

Alupuram PlantRenukoot Plant Stockpoint

EXCELLENT 5 5 5

VERY GOOD 4 4 4

GOOD 3 3 3

FAIR 2 2 2

POOR 1 1 1

DONT KNOW 8 8 8

REFUSED 9 9 9

SHOWCARD A

Q10d. Lets discuss specific aspects related to the overall quality of delivery of extrusion goods from

plant / stockpoint. Thinking about ____________ (READ OUT EACH ATTRIBUTE IN TURN), which


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of these phrases apply to ___________ (MENTION EACH OF THE HINDALCO PLANTS/

STOCKPOINT CODED IN Q10b1 IN TURN)


RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KN OW: 8, REFUSED: 9 (WRITE


ATTRIBUTES Alupuram

PlantRenukoot

PlantStockpoint

1Timeliness of delivery of product as per

commitment

2 Feedback on expected date of delivery

3 Lead time for delivery from the date of ordering

4 Timeliness of Die Cutting


6Availability of Test Certificates at time of

delivery

7 Accuracy of documentation

8 OTIF (on-time-and-in-full) delivery

9 Delivery of products as per order terms

1

0Condition of goods delivered

SUB SECTION V (Q11a TO Q11b) TO BE ASKED TO GODOWN CUSTOMERS ONLY (CODED IN GRID X1)

SUB SECTION VII: DELIVERY FROM GODOWN

SHOWCARD A


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Q11a. Now I would like you to think only about the overall quality of delivery of extrusions from godown

provided. Based on all the experiences you have had so far, how would you rate the overall quality of the

delivery from godown provided by _______________ (MENTION HINDALCO AND BENCHMARK COMPANY

IN TURN)? Would you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

Hindalco

BenchmarkEXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8

REFUSED 9 9

SHOWCARD A

Q11b. Lets discuss specific aspects related to the overall quality of delivery of extrusions from

godown. Thinking about ____________ (READ OUT EACH ATTRIBUTE IN TURN),which of these

phrases apply to ___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).

READOUT EACH STATEMENT IN TURN. ROTATE ORDER OF STATEMENTS WITH NEXT

RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9. (WRITE



1 Timeliness of delivery of product as per commitment

2 Delivery of material as per order terms

3 Speed of issuing delivery order



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Q7b. Let us discuss specific aspects related to the overall quality of extrusion product. Thinking about




RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9 (WRITE CODE IN

THE GRID BELOW)


1 Product quality consistency across lots

2 Quality of product packaging

3Accuracy of product weight as per the markings on the

packaging

4 Surface finish of the product

5 Product quality consistency within a lot

6Ability to customise alloy composition (grade) and temper

(strength) to fit requirements

7Dimensional accuracy of the productwithin specified

tolerances

8 Anodising quality of the product (ASK ONLY IF APPLICABLE)

9Conformance to technical specifications related to

hardness/Ultimate Tensile Strength

10 Quality related rejections rate of products

11 Delivered quality of the product at destination

ASK ONLY FOR PLANTS AND/ OR STOCKPOINT CODED IN Q7c

SHOWCARD A


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Q7c.Based on all the experiences that you have had using the extrusion products purchased from

________ (MENTION EACH OF THE HINDALCO PLANTS/ STOCKPOINT CODED IN Q10b1 IN TURN)

of Hindalco, how would you rate the overall quality of products purchased from

_______(MENTION EACH OF THE HINDALCO PLANTS/ STOCKPOINT CODED IN Q7c. IN TURN)?

Alupuram

Plant

Renukoot

Plant

Stockpoint

EXCELLENT 5 5 5

VERY GOOD 4 4 4

GOOD 3 3 3

FAIR 2 2 2

POOR 1 1 1

DONT KNOW 8 8 8

REFUSED 9 9 9

ASK ONLY FOR PLANTS AND/ OR STOCKPOINT CODED IN Q7c

SHOWCARD A

Q7e. Now lets discuss the specific aspects related to overall quality of extrusion products purchased

from ________ (MENTION EACH OF THE HINDALCO PLANTS/ STOCKPOINT CODED IN Q10b1 IN

TURN) of Hindalco. Thinking about ____________ (READ OUT EACH ATTRIBUTE IN TURN), which of

these phrases apply to Extrusion products procured from ______MENTION EACH OF THE

HINDALCO PLANTS/ STOCKPOINT PURCHASED CODED IN Q10b1 TURN)?

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9. (WRITE CODE IN THE

GRID BELOW)


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ATTRIBUTESAlupuram Plant Renukoot Plant Stock point

1 Product quality consistency across lots

2 Quality of product packaging

3Accuracy of product weight as per the markings

on the packaging

4 Surface finish of the product

5 Product consistency within a lot

6Ability to customise alloy composition (grade)

and temper (strength) to fit requirements

7 Dimensional accuracy of the product

8Anodising quality of the product (ASK ONLY IF

APPLICABLE)

9Conformance to technical specifications related

to hardness/Ultimate Tensile Strength

10Ability to conform to thickness specifications

within specified tolerances

11 Quality related rejections rate of products

12 Delivered quality of the products

SUB SECTION IX: RELATIONSHIP BUILDING ACTIVITIES

SHOWCARD A

QP1. Now I would like you to think of the Relationship Building Activitiesby the company. Based on

all the experiences you have had with __________ (MENTION EACH COMPANY IN TURN) and all

that you may have read or heard, how would you rate the overall quality of its

RelationshipBuilding activities. Would you say it is? (READ LIST EXCEPT DONT KNOW AND

REFUSED)


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HindalcoBenchmark

EXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8

REFUSED 9 9

SHOWCARD A

QP2. I would now like you to rate the Relationship Building Activities of __________ (MENTION

EACH COMPANY IN TURN) on some specific attributes. How would you rate their performance

on ________?

(MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).


RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9 (WRITE


ATTRIBUTES Hindalco Benchmar

k

1 Frequency of senior level interaction

2 Ability of marketing personnel to build rapport

3Willingness to accommodate customer problems in exceptional

circumstances


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4 Ability to motivate and guide you in your business

6 Willingness to maintain and nurture relationships

7 Focus of the organization on developing relationships

8 Ability to resolve problems/ queries, complaints

9 Responsiveness of company personnel

SUB SECTION X: NEGOTIATION

SHOWCARD A

Q8a. Based on all the experiences you have had, how would you rate the overall quality of the Negotiation

process of ________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)?

Would you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

HindalcoBenchmark

EXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8

REFUSED 9 9

SHOWCARD A

Q8b. Lets discuss specific aspects related to the overall quality of Negotiation Process. Thinking

about ____________ (READ OUT EACH ATTRIBUTE IN TURN), which of these phrases apply to



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RESPONDENT.




1 Flexibility in working out optional modes of payment

2 Flexibility in negotiating prices

3 Fairness of pricing policy

4 Ability to understand specific customer requirements

SUB SECTION XI: COMPLAINT HANDLING

Q13a. Could you please tell me whether you have ever dealt with _______________ (MENTION HINDALCO AND

BENCHMARK COMPANY IN TURN) with regards to any complaint you made with the company?

HindalcoBenchmark

YES 1 1

NO 2 2

ASK Q13a1 ONLY FOR EACH COMPANY CODED1IN Q13a

Q13a1. Could you please tell me what was the complaint that you had with..?

HINDALCO :

____________________________________________________________________________

BENCHMARK :

____________________________________________________________________________

ASK Q13b, Q13c, Q13d & Q 13e ONLY IF 1 CODED FOR HINDALCO IN Q13a. ELSE SKIP REMAINDER

OF SUB SECTION XI

SHOWCARD A


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Q13b. Now I would like you to think only about the quality of complaint handling. Based on all the experiences

you have had so far, how would you rate the overall quality of complaint handling of _______________

(MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)? Would you say it is? READ LIST EXCEPT


SHOWCARD A

Q13c. Lets discuss specific aspects related

to the overall quality of complaint

handling. Thinking about




RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR:1, DONT KNOW: 8, REFUSED: 9 (WRITE CODE IN

THE GRID BELOW)


1 Willingness to resolve complaints

2 Ability to understand different nature of complaints

3 Ability to commit complaint resolution within a specified time

4 Ability to keep commitments made on complaint resolution

5Time taken for resolving complaints from the date they are

lodged

SHOWCARD A

HindalcoBenchmark

EXCELLENT 5 5

VERY GOOD 4 4

GOOD 3 3

FAIR 2 2

POOR 1 1

DONT KNOW 8 8

REFUSED 9 9


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Q13d. Now I would like you to think only about the quality of complaint handling from various

plants/stockpoints. Based on all the experiences you have had so far, how would you rate the overall

quality of complaint handling of _______________ (MENTION EACH OF THE HINDALCO PLANTS/

STOCKPOINT CODED IN Q 10b1 IN TURN)? Would you say it is? READ LIST EXCEPT DONT KNOW AND

REFUSED

SHOWCARD A

Q13e. Lets discussspecific aspects related to the overall quality of complaint handling from various

plants/stockpoints. Thinking about ____________ (READ OUT EACH ATTRIBUTE IN TURN),

which of these phrases apply to ___________ (MENTION EACH OF THE HINDALCO PLANTS/

STOCKPOINT CODED IN Q10b1 IN TURN)


RESPONDENT

EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR:2, POOR:1, DONT KNOW: 8, REFUSED: 9 (WRITE CODE IN

THE GRID BELOW)

ATTRIBUTES Alupuram

PlantRenukoot

PlantStockpoint

1 Willingness to resolve complaints

Alupuram

PlantRenukoot Plant Stockpoint

EXCELLENT 5 5 5

VERY GOOD 4 4 4

GOOD 3 3 3

FAIR 2 2 2

POOR 1 1 1

DONT KNOW 8 8 8

REFUSED 9 9 9


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2Ability to understand different nature of

complaints

3Ability to commit complaint resolution within a

specified time

4Ability to keep commitments made on

complaint resolution

5Time taken for resolving complaints from the

date they are lodged

SHOWCARD F

QI) I would like you to now think of the interactions you have had with the Hindalco representative

who deals with you. While giving your opinion please consider how pleasant the person is to

deal with, how sincerely he endeavours to meet your requirements, the drive and passion he

demonstrates towards his work, how responsive and transparent he is, etc.

Based on all the experiences you have had so far, how would you rate your Overall Level of

Satisfaction with the company representative? Would you say you are.......?

READ LIST EXCEPT DONT KNOW AND REFUSED

EXTREMELY

SATISFIEDSATISFIED

NEITHER

SATISFIED

NOR

DISSATISFIED

DISSATISFIED

EXTREMELY

DISSATISFIE

D

DONT

KNOWREFUSED

5 4 3 2 1 8 9

ASK IF CODED 1 OR 2 IN QI

QII) Why do you say so?


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Q18. In the last one year have you seen any changes at Hindalco which have affected your business

positively?

______________________________________________________________________________

__

______________________________________________________________________________

__

Q19. In the last one year have you seen any changes at Hindalco which have affected your business

negatively?

______________________________________________________________________________

__

______________________________________________________________________________

__


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______________________________________________________________________________

__

Q20. Could you suggest two major improvements that would make you continue buying products

from HINDALCO (RECORD RESPONSES IN THE GRID BELOW)

Hindalco

1.

2.

Q21. Would you please give IMRB permission to reveal your name and responses to the client?

PERMISSION GRANTED 1

PERMISSION NOT GRANTED 2


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Q22. According to you, how frequently should this customer satisfaction survey be conducted by

Hindalco?

Once a year 1

Once in 2 years 2

Twice a year 3

THANK THE RESPONDENT AND END THE INTERVIEW


73/73


References

www.imrbint.com

www.en.wikipedia.org

www.capitalmaket.com
http://www.imrbint.com/http://www.imrbint.com/http://www.en.wikipedia.org/http://www.en.wikipedia.org/http://www.capitalmaket.com/http://www.capitalmaket.com/http://www.capitalmaket.com/http://www.en.wikipedia.org/http://www.imrbint.com/

Documents

project on hindalco extrusion product