1.1 What is Customer Satisfaction?
Customer Satisfaction is a business term, is a measure of how products and services supplied by
a company meet or surpass customer expectation.
It is seen as a key performance indicator within business and is part of the four perspectives of a
Balanced Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key element of
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors. The level of satisfaction can also vary depending on other
options the customer may have and other products against which the customer can compare the
organization's products. Because satisfaction is basically a psychological state, care should be
taken in the effort of quantitative measurement.
There are ten 'Quality Values' which influence satisfaction behavior, known as the ten domains
of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency,
Ease of Access, Environment, Inter-departmental Teamwork, Front line Service.
1.2 Need for the study:
For the success of every business customers are at the core center. Customers are the one who
consume and use the product. So they decide what to buy and what not to buy. Products or
services which meets the requirement or the needs are preferred. But in any business or industry
there is no monopoly of one company, there are always competitors. These competitors never let
External environmental factors, internal factors, influence the scope of the business. So in such a
competitive environment customer satisfaction becomes of prime importance. If customers are
satisfied they will become an asset for the company on whom it can rely. But if the customers are
dissatisfied they will switch over to competitors brand and will be a loss for the company.
Effective marketing focuses on two activities: retaining existing customers and adding new
customers. Customer satisfaction measures are critical to any product or service company
because customer satisfaction is a strong predictor of customer retention, customer loyalty and
Customer who are satisfied are also loyal. So there is less possibility that they will revoke to the
company. So in such scenario customer satisfaction needs to be analyzed. It will give an insight
into where the company is falling short of the expectations of the customers. So that it can
improve upon it and gain customer satisfaction.
In the printer industry HP, Samsung, Epson are some of the competitors of Canon. In such a
competitive market Canon cannot afford to miss on the customers. So it becomes necessary to
know the customer satisfaction. In printer industry market share wise HP are the leaders. To take
over the top position Canon needs to be the best company and for it ,it should satisfy its
customers. So this research project becomes critical and important from Canons perspective.
Objective of the Research
Defining the objective is the crucial part of any research. If the objective are not clear the
research cannot identify the problem and thus cannot find a solution to the problem.
To study customer satisfaction of Canon printers users in Pune region.
1) To identify the areas of dissatisfaction related to Canon printers.
2) To identify the areas on which company should focus to improve the
3) To tap the Latent market for the Inkjet and Laser printers.
4) Promotion of different inkjet, lasers and all in one printers.
Scope of the study
• Product Scope :- This study is only restricted to the printer section i.e. inkjet, lasers and
all in one.
• Geographic Scope :- The project was conducted for the Pune region only.
• Also this project is limited to 250 samples only .
2.1 Company Name and History:
Name of the Company: Canon Inc.
Founded : August 10, 1937
Headquarters: 30-2, Shimomaruko 3-chome, Ohta-ku, Tokyo 146-8501, Japan.
Canon started out as a company with a handful of employees and a burning passion.
That company soon became a world-renowned camera maker and is now a global multimedia
corporation. However, the origins of our success remain unchanged: the passion of our early
years and technological expertise amassed over more than 60 years.
Canon Inc. is a global leader with total revenue of about US$ 45 billion in 2008, in
photographic and digital imaging solutions. Its global network now includes 239 companies,
employing some more than 131,352 people. Five Technology ‘imaging' engines of Optical,
Electro photography, Canon is the world leader in office automation and digital imaging
Since 1990, Canon has used numerous types of recycled plastic in exterior housings and
other product parts in cooperation with resin manufacturers in Japan and abroad. “Sandwich
molding,” in which recycled plastic is sandwiched between layers of virgin plastic, enables usage
rates for recycled plastic of up to 30% in final products. So Canon has been making eco friendly
products from a period of time."Canon Group Environmental Charter" has been introduced,
global environmental promotion organization are also described. Here the product is viewed in
terms of its three stages-produce, use and recycle - Canon contributes to minimizing
environmental burden through the effective application of environmental technologies.
2.2 Organizational Chart Of the Company:
Figure no. 2.2.1
Canon India Private Limited, India 's No.1 Complete Digital Imaging Company, has
registered the highest growth in Eastern market in most of the product categories in the first 5
months of 2009 over the same period last year. Canon is also a leading player in East in the
digital camera and digital copier multifunctional categories with 30% market share in both. And
Canon achieved 30% market share for laser printer nationally during April 2009.
Canon India closed 2008 with revenues of Rs. 665 crores, which 2008*
marked 31% growth over 2007. Overall, Canon expects to touch revenue Company No.
of 840 crores in 2009 and 1000 crores in 2010. Canon will invest 100
1 IBM 4,164
crores in India this year.
2 Samsung Electronics 3,518
Canon is said to be a Technology Innovators, With over 1100
3 Canon 2,114
registered patented technologies in Digital Cameras, 2300 in inkjet
4 Microsoft 2,027
printers, 5600 in multifunctional printers and more than 200 in scanners,
Canon has emerged as one of the leading technology innovators in the 5 Intel 1,777
digital imaging space worldwide. 6 Panasonic 1,737
7 Toshiba 1,614
8 Sony 1,499
Canon is said to be a Technology Innovators, With over 1100
9 Fujitsu 1,493
registered patented technologies in Digital Cameras, 2300 in inkjet
printers, 5600 in multifunctional printers and more than 200 in scanners, 10 Hewlett-Packard 1,420
Canon has emerged as one of the leading technology innovators in the
digital imaging space worldwide.
Canon has gained the ‘Second‘ rank in the year 2002, 2003, 2005. And in rest of the years
from 1999-2008 they were ranked ‘Third’.
TOP 10 CORPORATIONS RECEIVING U.S. PATENTS 2008
(Source: United States Patent and Trademark Office)
2.4 Different Products:
Office Imaging Products:-
Products Network Multifunction Devices
Digital Cameras digital camcorder
Digital Video Camera
Optical and Other Products:-
Semiconductor Production Equipment,
Mirror Projection Mask Aligners for LCDs,
Broadcast-use Television Lenses,
Medical Image Recording Equipment,
Large-Format Inkjet Printers,
Vacuum Equipment for Electronic Components
2.5 Technology Used in Printers:
Figure No 2.5.1
For Superior Image Quality Canon has superior technology includes
Microfine Droplet Technology :-
We redesign the ink nozzles and print head for the precise ink ejection and perfect photo r
ChromaPlus Technology :-
The new ChromaPlus technology has an additional red added to the original 6-colour ink.
Colour Precision Distribution :-
Canon re-arranges print head for uniform colours rendition.
Photo Realism :-
How we make printouts look like silver-halide photographs.
Canon PIXMA printers incorporate the Full-photolithography Inkjet Nozzle Engineering
(FINE) technology print head, which has more nozzles than competitors' equivalent
On Demand Toner Fixing Technology:-
In copying machines and laser beam printers, toner is fixed to the paper by heat and pressure via
the fixing roller. With conventional fixing-roller systems, the roller must be kept hot at all times
by a heater located in the center of the roller, even when in standby mode. Canon’s on-demand
SURF (Surface Rapid Fixing) technology employs a linear ceramic heater and fixing-film sleeve
with high thermal conductivity and low thermal capacity.
Canon has also developed on-demand fixing technology for its color printers and copying
machines. One system utilizes a double-layer fixing-film sleeve, such as those used in
monochrome machines, which includes an intermediate rubber layer. In another, the base layer of
the fixing-film sleeve is made from thin metallic film instead of heat-resistant resin and employs
a three-layer structure which includes a rubber layer and release layer. The inclusion of the soft
rubber layer contributes to improved toner-fixing performance and ensures the uniform
application of heat to the toner to produce consistently high-quality color images.
2.5 Awards and Recognitions in 2008 :-
• Canon has notched up a total of 80 prestigious awards in 2008 in recognition of
the superior technology and quality of its products across different segments.
Canon was named as the Best Service Backup Company of the Year by Better
• Canon India is certified for ISO 9001, ISO 14001 and OHSAS 18001. In 2006,
the company was certified for its "Strong commitment to excel" at the CII-EXIM
Business Excellence Award.
• In 2008 Canon has been ranked amongst top 10 employers in India in the
Business Today 'Best Companies To Work For In India' survey.
The list of product awards received in 2008 are as follows:
• Digital Camera – 28
• Digital Camcorders – 4
• Digital SLR – 12
• Canon Lenses – 10
• All-in-one printers – 6
• Best Retail IT company
• Best Imaging Solution Company
• Best Office Equipment
• Best Service Backup Company 2007
2.6 Current Status of Organization :-
• Canon launched its regional outreach programmes across the country – Amchi Mumbai,
Humari Delhi, Namma Bengaluru and Namma Chennai. The projects were launched to
create better connect with customers in these regions.
• Canon launched 108 new products in 2008, the largest ever product launch in India.
• Canon launched 'Image Fest' which showcases all Canon cameras and photo printing
products by creating an exclusive edifice – a traveling exhibition.
• Canon took up sponsorship in the IPL Cricket tournament for the PowerShot range of
cameras, where every 4 and 6 hit was called a PowerShot.
• To reinforce its focus on regional markets, Canon launched the Print City project across 6
• Canon introduced its major thrust in 3 new areas of production and graphic arts,
government business and system integration space.
• Canon initiated green procurement and digitization to reduce paper wastes etc.
• Toner Cartridge Recycling Activities : In keeping with its corporate responsibility, Canon
pioneered the collection of used toner cartridges in 1990 as a voluntary measure, even
before regulations were established. It has been 17 years since we started the program and
now our initiatives go so far as to include stipulations on green purchasing in Japan. To
date, we have collected a total of 190,000 tons globally.
Chapter no. 3
reSearCh deSIGn and
What is a research?
A careful investigation or inquiry especially through search for a new facts
in any branch of knowledge. It is a systemized efforts to gain new knowledge.
Types of research:
There may be different types of data, some of the information may be published, while some is
unpublished, some is complete and some information as available without any charge and some
may acquire nominal expenditure. Its necessary for the research work and the type of sources
from which it is generally collected. The research problem decides the nature of the sources of
data they may be secondary data and primary data.
The method to collect data was primary. Primary data is obtained through respondents, whether
through questionnaire or through personal interview. Collection of primary data is done during
the course of doing experiments in experimental research, but in case of descriptive type and
when survey performed, whether sample survey or census surveys, then we can obtain primary
data either through observations of through direct communication with there are several methods
of collecting primary data, particularly in survey is descriptive research.
3.1 Sampling Design:
The population is the set of all respondents about which a researcher wishes to draw a
conclusion. In this project the respondents to be surveyed are the users of printers and other
printing equipments. Population will comprise of all those who can be our respondents to meet
our survey objectives. So the population comprises of the Xerox centers, cyber cafes, small home
offices, retail outlets, corporate offices, educational institutes, schools, colleges. So this is our
A sampling unit is that element or set of elements considered for selection in some
stage of sampling. The one who will be the respondent and the concerned for the survey is
sampling unit. In our case sampling unit is the end user of the printer, one who is actually using
the printer. So the Xerox center, cyber cafes, small offices and the retail outlets are our sampling
units. Sampling frame was all the Xerox centers, cyber café, retail outlets, small home offices.
The sample size is 250 and it includes Xerox center, Cyber cafes, Retail shops, Small
home offices in Pune city.
3.2 Sources and methods Data collection:
Primary data are those data which are collected for the first time, taking a sample, representing a
population. It is not a published data, it is problem specific data collected by the researcher, first
time. When primary data is published by researcher, it becomes the secondary data for
everybody, other than the researcher.
There are many methods of collecting primary data and the main methods include:
• Focus group interviews
• Quantitative: Census, housing, social security as well as electoral statistics and other
• Qualitative: Semi-structured and structured interviews, focus groups transcripts, field
notes, observation records and other personal, research-related documents.
A clear benefit of using secondary data is that much of the background work needed has been
already been carried out, for example: literature reviews, case studies might have been carried
out, published texts and statistic could have been already used elsewhere, media promotion and
personal contacts have also been utilized.
3.3 Sampling Techniques:
A probability sample is one that gives every member of the population a known chance of being
selected. So in this project the simple random sampling from the population was used as a
sampling technique. All are selected randomly.
Chapter no. 4
1. Canon printer users
Interpretation: Majority of the respondents visited were using Canon printers. The sample
respondents were the customers of past 2 year of United Peripheral, Canon’s product distributor
0-6months 30 in pune. This shows that the majority of the respondents
6-12 months 56 use Canon printers.
1-2 year 60
More than 2 32
2. Duration of use of the printer
Table No 4.2
Graph No. 4.2
Interpretation: 52% of the respondents were using the printer for more than a year. And 48%
were newly added in last 1 year. So the respondents had a good experience with the printer and
can give their feedback about their satisfaction.
3.Multiple Printers users
Table No. 4.3
Graph No. 4.3
Interpretation: Most of the cyber cafes and Xerox centers have more than 1 printer. Because
they have more printing load , so there is a need for multiple printers .This saves customers time
and long waiting ques. To meet the demand they use multiple printers, it may be of Canon or any
4. Other printer used
Interpretation: From the graph we can see that the other printer used by respondent was HP
printer. HP is the most challenging competitor followed by Epson and Samsung. These other
printers includes All in one as well as inkjet and laser printers.
5. Comparison with other printer used
Graph No. 4.5
Interpretation: 56% of the respondents rated Canon printer good in comparison with the other
printers which they were using. This shows that Canon printers have edge over other printers
which the respondent is using
13% found it to be inferior to their other printer.
6. Number of Prints
Less than 10 18 10%
10-20 27 15%
20-50 43 24%
50-100 75 42%
More than 100 15 9%
TOTAL 178 100%
Table No. 4.6
Graph No. 4.5
Interpretation: The graph shows that 51% of the respondents have printing load more than 50
pages per day. This is a sizable amount of print load, so they have to use more than one printer.
7.Rated Importance OR priority of respondents
Interpretation: The most important aspect while buying a printer is its price and quality. So
mostly all the respondents have given most importance to price, quality and maintenance cost.
Technology and availability of the printers had a mixed response but majority were neutral to the
importance of it. But after sales services accounted for important attribute to look for while
buying a printer. Company name also had an influence in decision of the respondents.
While the printing speed of the printer did not had much of importance given to by the
8. Features preferred while buying Canon printer
Quality 152 85%
price 132 74%
Usage 56 31%
Maintenance cost 84 47%
Availiability 67 38%
Technological Excellence 118 66%
After Sales services 139 78%
Easy to use 90 51%
Printing speed 89 50%
Anti Jam 63 35%
Interpretation: Above graph shows that the nearly all the respondents have given importance to
quality aspect of Canon printer while buying. Also Canon is known for its onsite service so
respondents have rated after sales service as second most important aspect. Technological
excellence of Canon printers have given them the share of priority among the respondents. Price
of the printer and the maintenance cost are also the other aspects which have importance than
9. Satisfaction level of Customers
Interpretation: Customer are Satisfied with the price of the printer, but also many
respondents are neutral as well as dissatisfied, this is because of the low prices of Samsung
and Epson printers.
Most of the respondents were satisfied and highly satisfied with the quality of printer. This
again authenticates that the quality of Canon printers is best.
The dissatisfying aspect was the Maintenance cost, respondents were highly dissatisfied and
dissatisfied with the consumable cost of Canon printers.
Regarding the availability and ease of using the printer respondents gave a mixed response
and were satisfied with it.
Yes 49 10. Respondents who had a problem with the
No 129 printer.
Interpretation: Among all the respondents 28% of them had some functional problem with their
printer. Most of the respondents were using a printer more than 6 months. So this shows that the
problems do occur with the printer after using it for a period of time.
11. Respondents who informed to the service center about it.
Interpretation: 69% of the respondents have informed to the service center about their problem.
Still this figure is small because respondents have tried to sort out their problem through other
sources available in the market.
12. Respondents who got Onsite warranty.
Interpretation: 28% of the respondents did not get the onsite service. This is a sizable portion of
the respondents. This is one of the major issues which needs to be worked out and improved upon.
And is also one of the major region of dissatisfaction.
13. Respondents who got a solution to their problem.
Interpretation: Above graph shows that customers got a solution to their problem irrespective of
their source of repairing.
14. Respondents who said problem was repeated.
Interpretation: 3 respondents reported that the problem resurfaced after some time. So we can
say that the break down period is less.
15. Respondents who said other problem occurred after the service.
Interpretation: The response given indicate that still after the service problems occur. Either the
same problem occurs or the new problem takes place. These problems should not occur. This
shows that After sales service is not up to the mark.
16. Satisfaction level of After sales services.
Interpretation: Graph clearly shows that the respondents who had a problem and approached
service center for it, are dissatisfied with the service received. 14 were satisfied and one was
delighted. But the neutral, dissatisfied and highly dissatisfied part is a major one, so it is a area of
concern for Canon. And needs to be worked on.
17. Repeat Purchase of Canon printers.
Interpretation: 57% Respondents said they will buy the printer again ,but remaining were not
willing to buy the same. It may be because of after sales received were not upto their expectation,
and the high consumable costs.
18. Respondents who will tell others to buy.
Interpretation: 41% have responded that they will not tell others to buy the same printer. This
shows that those who are using the Canon printers are not confident enough to tell others to buy.
This is because of the high cost of consumables. Maintenance cost tends to go a higher scale for
Chapter no. 5
5.1 Main findings:-
• Customer who are using Canon printers are totally satisfied with the ‘Quality’ of the product.
On product front Canon printers are excellent, and many respondents have rated it better than
• While buying a printer customers prefer price as well as quality. Maintenance cost is also
having importance, because it includes the consumables like toner, cartridge which are
consumed more and needs to be purchased more often. Printer is a one time investment and
the consumables are used more often so customer do give importance to it.
• Customers buy Canon printers because of its quality, after sales services, technology so the
customers have preferred the same aspects where Canon have its strength.
• Considering the Technological aspect, Canon printers have Tier-I technology, they have the
edge of technology over other competitors. They are the technology innovators. But this fact
of superior technology is not communicated to the customer who are using the printer.
• Respondents have a good image of the company, as company is well known and have their
dominance in the Xerox industry. They are the market leaders and technology innovators. So
Canon have a good image in the market.
• Customers were not satisfied with the running cost or the consumable cost of the product.
They had to spend more on the cartridge and the toners. This was because the prices of Epson
and HP Consumables are less as compared to the Canon consumables. But the Ink contents of
all the cartridge is different. Canon have more ml capacity per cartridge, than the other
cartridges in the market. So the initial cost goes around three times the other cartridges.
• The dissatisfaction is with the after sales services of the company. 1-2 years onsite warranty
is the USP of Canon printers. But customers have to call more often to get it done. So many a
times customers themselves have to take the printers to the service center rendering the onsite
• Problem: Lack of customer awareness
Customers should be made aware about the technological aspects of Canon printers.
For that purpose the sales person, distributor, dealers needs to be educated on the product
front and should be made aware of each and aspects which needs to be communicated to
the customers. There is a need to arrange more campaigns like “Print City” to educate the
dealers about the technicality and make them thorough with the product.
• Problem: High running cost.
Consumables have more running cost. Consumables includes ink cartridges, toner, their
repurchase cost. There is a need to make customer aware and convince them to buy
original ink cartridges and toners. They should be made aware about the advantages of
using original ink. But at the same time Canon should focus on making the consumables
available at an affordable price lower than the existing one.
• Problem: After sale services
The services provided by the service center does not meet the expectations of the
customers. So to improve it company should make their product partners “United
Peripherals” and consumable partners “Lynxsis computers” to supervise the working of
service center. Company should give the ownership of service center to some sources and
supervise the proceedings.
• The study of customer satisfaction gave areas where the company lacked and was not to the
expectations of the customers. This surely would help the company to identify the pitfalls and
to improve in the future.
• The purpose of conducting the survey was to self identify the loopholes. This purpose was
served with the study. The findings were satisfactory and helped o conclude the problem.
• After sales service of the company was found to be feeble. This was a reason for the
dissatisfaction of the customers.