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  • 1. CHAPTER 1 1
  • 2. INTRODUCTION 2
  • 3. INTRODUCTIONA STUDY ON CUSTOMER SATISFACTION OF PEEKAY STEEL ROLLING MILL Pvt.Ltd., is conducted as a project of the part of MBA course.Marketing is the process by which companies determine what products or services may be ofinterest to customers, and the strategy to use in sales, communication and businessdevelopment. It generates the strategy of that underlies sales technique businesscommunication and business development it can also be defined as an organizationalfunctions and a set of process for creating, communicating and delivering value to customersand for managing customer relation in ways that benefit the organization.The success of marketing depends on how customers take the products, so customers are thekey people in marketing. Marketing take meeting customers needs profitably. So thecustomers satisfaction is an important part in overall organizational growth.A business ideally seeking feedback to improve customers satisfaction. Customer satisfactionprovides a leading indicator of consumer purchase and loyalty. Although sales or marketshare can indicate how well a firm is performing currently. Satisfaction is perhaps the bestindicator of how likely it is that the firms customers will further purchases in future.Customer satisfaction, a term frequently used in marketing is a measure of how product andservices supplied by a company to meet or surpass customers expectation. Customersatisfaction is defined as the number of customers, or percentage of total customers, whosereported experience with a firm. Its products, or its services exceeds specified satisfactiongoals.In older days customers are treated as the king of the market how the trend is changed.Nowadays days the customers are treated as god. A customer satisfaction is measure at theindividual level but it is almost always reported as aggregate level. Satisfaction depends on anumber of both psychological and physical variables, which correlate with satisfactionbehavior such as return and recommend rate. 3
  • 4. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation ofthe state of satisfaction vary from person to person and product to product. The state ofcustomer satisfaction is seen as a key performance indicator within business and is a part ofthe four a balanced score card. In a competitive market place where business competes forcustomers, customer satisfaction is seen as a key differentiator and increasingly has become akey element of business strategy.Within organizations, customer satisfaction ratings can have powerful effects. They focusesemployees on the importance of fulfilling customers expectations. Furthermore, when theseratings dip, they warn of problems that can affect sales and profitability. These metricsquantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. Therefore, it is essential forbusiness to effectively manage customer satisfaction.In researching satisfaction, firms generally asks customer whether their products or service asmet or exceeded expectations. Thus expectations are a key factor behind satisfaction. Whencustomers have high expectations and the reality falls short, they will be disappointed andwill likely rate their experience as less than satisfying.The usual measure of customer satisfaction involve a survey with a set of statement usinglikert technique scale. The customer is asked to evaluate each statement and in term ofperformance of the organization being measured.The prime importance of customer satisfaction is, it costs between 5 and 6 times more attracta new customer than to keep an existing one. The importance customer satisfaction cannot bedismissed because the happy customers are like free advertisement. Customer satisfactionsurvey provides benefits for business of every size. It can assist business decisions makers indeveloping strategies to achieve the all important goals of gaining and retaining customers. 4
  • 5. INDUSTRY PROFILE 5
  • 6. INDUSTRY PROFILEAbout steel Steel is an alloy that consists mostly of iron and has a carbon content between 0.2% and2.1% by weight, depending on the grade. Carbon is the most common alloying material foriron, but various other alloying elements are used such as manganes, chromium, vanadiumand tungsten. Varying the amount of alloying elements and form of their presence in the steelcontrols qualities such as the hardness, ductility and tensile strength of the resulting steel.Steel with increased carbon content can be made harder and stronger than iron, but such steelis also less ductile than iron. Steel metal alloy that is composed principally of iron andcarbon. Steel n the world and steel industry in the world has been rapidly increasing. Steelindustry in India has been largely benefited by strong world demand as well as domesticdemand. India is among the top producers of all forms of steels in the world. Easy availabilityof low cost of manpower and presence of abundant reserves make India competitive. Steelindustry in India is undergoing a major boom.Steel industry in India s on an upswing because of the strong global and domestic demand.India‟s rapid economic growth and sourcing demand by sectors like infrastructure, real estate,auto mobiles, at home and abroad, has put Indian steel industry on the global map. According to the latest report by international iron and steel institute, india is the 7thlargest steel producer in the world. The origin of the modern indian steel industry can betraced back to 1953 when a contract for the construction of an integrated steel works inRourkela. Although India has modernized its steel making considerably, how ever ,nearly 6% ofits crude steel is still produced using the out dated open –hearth process. Labour productivityin India is still very low. According to a estimate crude steel output at the biggest Indian steel 6
  • 7. maker is roughly 144 tonnes per worker per year, where as in western Europe the figure isaround 600 tonnes. Steel production in India is also hampered by power shortagers. India isdeficient in raw materials required by the steel industry.Strength of Indian steel industry Low labour wage rates Abundance of quality Manpower Mature production base Positive stimuli from construction industry Booming automobile industry Steel demand in India rose more than 8% in 2009, buoyed by the governmentsfocus on infrastructure and revival in the automobile and consumer goods sector of Asia‟sthird-largest economy. About half of India‟s steel industry comprises a large numbers ofmakers of higher-end re-rolled steel with lessthan one million tonnes of capacity each. Indiansteel producing capacity is likely to touch 120.62 million tonnes by 2011/12 according to thefederal steel ministry.Growth of steel industry Global steel production grew enormously in the 20th century from a mere 2 8 milliontonnes at the beginning of the century to 781 million tonnes at the end. Bethlehem steel inBethlehem, Pennsylvania was one of the world‟s largest manufacture of steel. Over thecourse of the 20th century, production of crude steel has risen at an astounding rate, now fastapproaching a production level of 800 million tonnes per year. Today, it is difficult to imagein a world without steel. Steel consumption increases, when economies are growing, as governments invest ininfrastructure & transport, and build new factories and houses. Economic recession meetswith a dip in steel production as such investments faster. Towards the end of the last century growth of steel production was in the developingcountries such as China, Brazil and India. Globally, the steel industry became a billion tonnegrow will depend primarily on how much more steel is consumed in the developingcountries. 7
  • 8. In 2010 , total world crude steel production was 1413.6 million metric tonnes thebiggest steel producing country s china. The global steel industry has been gong through mayor changes in 1970. China has emerged as a major producer and consumer as has India to alesser extent. The volume of steel consumed has been the barometer for measuringdevelopment and economic progress. Whether it is construction or industrial goods. 8
  • 9. COMPANY PROFILE 9
  • 10. COMPANY PROFILEPeekay Steel Castings (P) Ltd, established in 1991, is a modern state-of-the-art foundrylocated at Calicut (Kozhikode) in Kerala on the western coast of South India, manufacturinghigh quality steel castings made of Carbon steel, Alloy steel, Stainless steel, Duplex steel,Nickel base alloys etc. in various sizes and weights up to 11000 Kg per piece for thepetrochemical industry, power supply, earth moving, transportation and other engineeringindustries. The annual production capacity is 5000 MT. This capacity is being enhanced to7200 MT/annum from April 2008 onwards.Peekay Steel Castings (P) Ltd is the flag ship company of Peekay group which plays a vitalrole in the industrial development of Kerala. The company was incorporated with theRegistrar of Companies, Kerala as a private limited company on 09.04.1991.Peekay Group was established in the year 1942 by Haji P.K.Moidu, a legend of his own timefor his uncommon vision. The strong foundation laid down by his extraordinary businessacumen and uncompromising integrity has given the group a strong set of values andfundamentals. After the blazing success for the past 65 years, the group has held those valuescloser than ever and has focused more on its business objectives surpassing conventionalparadigms and setting new benchmarks. Today, under the leadership of Mr.P.K.Ahammed, the company has become one of themost respected Indian family business houses with an annual turnover exceeding 120 MillionUS Dollars. The groups strong vision has given it the right direction and ever increasing urgeto grow. Peekay group plays a vital role in the industrial development of Kerala and itsactivities include steel, flour mills, real estate, construction, plantations, education, healthcare, charitable institution etc,.PEEKAY GROUPSM/s. Peekay Steel Castings Pvt. Ltd., CalicutM/s. Peekay Steel Castings Pvt. Ltd., CoimbatoreM/s. Peekay Rolling Mills Pvt. Ltd., CalicutM/s. Janatha Steel Mills Pvt. Ltd., CalicutM/s. Ahammed Roller Flour Mills Pvt. Ltd., CalicutM/s. Pondy Roller Flour Mills Pvt. Ltd., MaheM/s. Peekay Roller Flour Mills, CalicutM/s. Peekay Overseas Ventures, Calicut 10
  • 11. M/s. P.K.Ahammed& Co, CalicutM/s. Nellikot Traders, CalicutM/s. Peekay Constructions, CalicutM/s. Peekay Estates, Thamarassery.VISIONTo be an engineering conglomerate and lead Peekay to new horizons, expanding anddiversifying to new industries and cutting edge technologies. A one stop supplier to all themajor OEM‟s globally in terms of ready to assemble machined castings, forging andfabrications requirements globally.MISSIONTo produce 13200 Tons of Steel Castings in the financial year 2008-09.To serve thecustomers, with wide range of requirements starting from 0.5kg to 12 Tons single castingfrom our different plants in different locations.QUALITY POLICYPeekay Steel Castings shall consistently and diligently manufacture products exceeding theexpectations of the customers, to remain a market leader by excellence in total qualityperformance. It commits to continuously improving its processes, personnel and systemtowards meeting customer satisfaction.BOARD OF DIRECTORSChairman - Mr. P .K. AhanmmedManaging Director - Mr.KE.MoiduJoint Managing Director - Mr.K.E.ShanavazMAJOR CUSTOMERS➢ ARI - Armaturen Albert Richter GmbH & Co. KG,Germany 11
  • 12. ➢ Cardwell Westinghouse, USA➢ Control Component Inc., USA➢ Dresser ProduitsIndustriels, France➢ General Electric Company, USA➢Koso Fluid & Controls Pvt. Ltd.,➢Leser GMBH & CO.KG, Germany➢Malbranque S.A., France➢Mokveld Valves, BV➢ Nordstrom AudcoInc, USA (Flowserve)➢ Severn Glocon Ltd., UK➢ SPX Process Equipment, USA➢TermomecannicaPompe, Italy➢ Advance Valves, Faridabad➢ Alstom Projects India Ltd, Baroda➢Audco India Ltd, Chennai➢ Bharat Heavy Electricals Ltd, Tiruchirappalli➢ Dresser Valve, India➢Koso Fluid & Controls Pvt. Ltd.,➢ Fisher - XomoxSanmarLimited , Chennai➢FlowServe India Controls Private Limited, Bangalore➢ Instrumentation Limited, Palakkad➢ Kent-Introl Pvt. Ltd., Nashik➢ KSB, Coimbatore➢ MIL Controls Limited, ThrissurCERTIFICATION➢ ISO 9001-2000 By TUV Germany has been certified since 2000. 12
  • 13. ➢ AD 2000-Merkblatt W 0 By TUV Germany Company has been certified since 2000.➢ Certificate of Quality system for material manufacture according to directive 97/23/EG ByTUV Germany.➢ Well Known Foundry certification under Boiler Regulations 1950 for castings upto 12000Kg/Piece.➢ Approval of manufacturer Certificate by DNV (Det Norske Veritas).➢ Manufactures Capability Certificate (MCC) by Germanischer Lloyd Germany➢ Foundry Approval by BV Marine.➢ Approval from Lloyd‟s Register Asia.➢ Supplier Qualification Certificate from EmersonMAJOR COMPETITORS Minar TMT steel Tata TMT steel Kairali TMT steel Prince TMT steel Kalliyath TMT steel Scot TMT steel Bharath steel Parisons steel Beepatch steel 13
  • 14. RESEARCH METHODOLOGY Research methodology is a detail description about how the study was carried out. Itis an important part of a report. It includes the basic design of the study, the nature of thesample, the data collection techniques, and statistical tool for analysis. A research design is the plan, structure and strategy of investigationconceived so as to obtain answers to research questions and to control variance. It denotes thesources and types of information relevant to the research problem. SOURCES OF DATA COLLECTIONData collection is the important part of the study. The data collection is done by usingprimary and secondary sources. (a)PRIMARY SOURCESPrimary data is the data collected for the first time. Primary data is considered as the rawmaterial to which statistical methods are applied for the purpose of analysis andinterpretation. In this study the primary data are collected by using interview schedule. Thecustomers are personally contacted through telephone and personal interviewwith customers are also conducted. 14
  • 15. (b)SECONDARY SOURCESSecondary data are those data, which have already been collected, tabulated andpresented in some form by someone else for some other purpose. In this study,the secondary data are collected mainly through company brochure, websites,and books and magazines. TOOL OF ANALYSISThe collected data was presented for analysis by using simple percentageanalysis. The obtained data was tabulated and analysis was done. The values areplotted by using bar charts. SAMPLE DESIGN A sample design is a theoretical basis and the practical means bywhich we infer the characteristics of some population by generalizing from thecharacteristics of relatively few of the units comprising the population. Insampling design sampling frame, total population, sampling unit, samplingmethod, sample size are analyzed. Sampling method used in this study israndom sampling method. SAMPLE SIZEIn this study the total population defined is 480. Out of 480, 50 people were taken as samples. OBJECTIVES OF THE STUDY 1. To know the customer satisfaction level. 15
  • 16. 2. To find out company‟s position in the market.3. To find out the effectiveness of promotional and marketing strategies.4. To know the effectiveness of customer relation management.5. To know the awareness of customer for purchasing the product. 16
  • 17. SCOPE OF THE STUDY1. It helps to identify the area which require corrective action and improvement.2. To understand the level of customer satisfaction.3. To know various tastes and preference.4. Know about competitors in the market5. Measuring customer satisfaction provides an indication of how successful the organization is at providing products/series to the market place.6. It also identify areas that can be leveraged to achieve business growth and expansion. 17
  • 18. LIMITATIONS OF THE STUDY The time period allotted for the study is limited. The response of the respondents may be biased. The sample size is fifty only. The findings applicable only this concern and it may not applicable to all other concerns in same industry 18
  • 19. CHAPTER 2 19
  • 20. REVIEW OF LITERATURES 20
  • 21. How happy buyers are with firm‟s products the degree to which customer expectations of aproduct or service are met or exceeded. Corporate and individual customers may have widelydiffering reasons for purchasing a product or service and there for any measurement ofsatisfaction will need to be able to take into account such differences.IMPORTANCE OF CUSTOMER SATISFACTIONThe importance of customer satisfaction is apparent when the company realizes that, withoutcustomers, they don‟t have a business. A single unsatisfied customer can send more businessaway from the company than 10 satisfied customers. The more focus on customer retentionand customer support, the more long term business the company will get. It‟s worth it tofocus on customer satisfaction strategies, no matter how large or small the company is.Understanding the needs of the customer is critical: a business relationship, just like any otherrelationship, relies on both people getting the needs met. No matter what type of business weare in , all customers want the same thing. They want to feel welcomed the and appreciatedby the company and the staffs. They don‟t want to get the impression that they are just beingused by producers for money. Small interactions like “thank you” and a nice smile can go along way toward customer satisfaction.Make sure the employees operate with the same principles: a big part of customer satisfactionis reliability. If customers come to expect a certain mode of behavior from the company andtheir employees, they should deliver it to them each and every time. Customers want to beable to rely on the company. They expect consistent delivery at times and support. Bytraining the employees to treat all customers with the same respect, their customers will allhave the same experience with the company, which will increase customer satisfaction.Be honest when you don‟t meet expectations: customer satisfaction is at its most importantwhen something goes wrong in the chain of delivery. Whether a customer was doublecharged or didn‟t receive what they ordered, the employees need to handle the situation withthe utmost care. The employee should apologize and take steps to rectify the situation. Thephrase “the customer is always right” is at the core of a good customer satisfaction strategy. Itdoesn‟t matter whether or not the customers misread the instructions or made the mistake; theemployee should take the steps to make the customer happy. 21
  • 22. Customer satisfaction is the foundation of a good business: satisfied customers will make agreat foundation for return business, and they may also bring their friends and associates.Remember that customers are the heart of any business. Keep them satisfied, and encouragethem to tell their friends their experiences with the business.KEY TO CUSTOMER SATISFACTIONCustomer satisfaction provides a leading indicator of consumer purchase intentions andloyalty. Customer satisfaction data are among the most frequently collected indicators ofmarket perceptions.” Within the organizations, the collection, analysis and dissemination ofthese data send a message about the importance of tending to customers and ensuring thatthey have a positive experience with the company‟s goods and services.“Although sales or market share can indicate how well a firm is performing currently,satisfaction is perhaps the best indicator of how likely it is that the firm‟s customers willmake further purchases in the future. Much research has focus on the relationship betweencustomer satisfaction and retention. Studies indicate that the ramifications of satisfaction aremost strongly realized at the extremes.” On a five – point scale, “individuals who rate theirsatisfaction level as‟5‟ are likely to become return customers and might even evangelize forthe firm. Individuals who rate their satisfaction level as „1‟, by contrast, are unlikely to return.Further, they can hurt the firm by making negative comments about it to prospectivecustomers. Willing to recommend is a key metric relating to customer satisfaction. 22
  • 23. 1.CUSTOMER SATISFACTION ACROSS ORGANIZATIONAL UNITSThis article examines customer satisfaction models for assessing the relationship of overallsatisfaction with a product or service and satisfaction with specific aspects of the product orservice for organizations having multiple units or subunits. These units could be stores,markets, dealers, divisions, and so on. The authors suggest a method for studying whether thedrivers of overall satisfaction vary across such units. For cases where the drivers do varyacross subunits, they show how additional variables can be included in a model to account forthe variation. The authors illustrate this approach by studying customer satisfaction in thenewspaper and health care industries .They use generalizability theory to evaluate thereliability of scales from multistage cluster sample designs. It is argued that the approach hasimportant implications for both theory and practice.Edward C. Malthouse , James L. Oakley, Bobby J. Calder, Dawn IacobucciDoi:10.1177/1094670503259386Journal of service research February 2004Vol 6, no.3 ,page 231-2422.CUSTOMER SATISFACTION MEASUREMENTIt is far less costly to keep existing customers than to win new ones. Loyal customers buymore products and help bring in more business by recommending your product to others. Soif customer loyalty is the global , then the suppliers efforts should begin with the knowledgeof what constitutes value to his customers and market. A supplkier should always keep onimproving so as to achieve a greater profitability. This can be achieved by knowing themarket well that is understanding exactly what the customer wants. By discovering what thecustomer wants , the supplier can begin to understand how his products and services providevalue for his customers .AshishBhaveQuality& productivity journal ,feb 2002 page 156-162 23
  • 24. 3.CUSTOMER SATISFACTION AND WORD OF MOUTHThere is theoretical and empirical support for both possibilities. To better understand thisissue, the authors developed a utility – based model of the relationship between customersatisfaction and word of mouth. The hypothesized functional form – an asymmetric U-shape-cannot be rejected based on data from the Unitede states and Sweded. The findings alsoindicate that although dissatisfied customer s do engage in later word of mouth thansatisfied ones, common suppositions concerning the size of this differenceappear to be exaggerated.Eugene W. AndersonJournal of service research, August 1998Vol 1, pp:5-17, doi:10.1177/1094670598001001024.MARKETING ACTIONS AND THE VALUE OF CUSTOMER ASSETS A Framework for customer asset managementThis article develops a framework for assessing how marketing actions affect customer‟slifetime value to the firm. The framework is organized around four critical actions that firmsmust take to effectively manage the asset value of the customer base: data base creation,market segmentation, forecasting customer purchase behavior and resource allocation. In thisframe work , customer life time value is treated as a dynamic construct, that is, it influencethe eventual allocation of marketing resources but is also influenced by that allocation.Paul D. Berger, Ruth N.Bolton, Douglas BowmanJournal of service research, August 2002Vol .5, no 39-54 24
  • 25. 5. A FRAMEWORK FOR RELATING WAITING TIME AND CUSTOMER SATISFACTION IN A SERVICE OPERATIONIntroduce a framework for integrating the operations management and marketing approacheswithin a service operation.focuses on customer sastisfaction with waiting time, with the aimof providing improved satisfaction for a given level of resources.Mark M. Davis, Thomas EvollmanJournal ofg service marketingVol 4, iss.1, pp:61-69 25
  • 26. CHAPTER 3 26
  • 27. DATA ANALYSIS AND INTERPRETATION 27
  • 28. Table 3.1 Age group of respondents Sl.No Age group Number of respondents Percentage a 18-25 10 20 b 26-40 20 40 c 41-60 15 30 d 60&above 5 10 Total 50 100INFERENCEFrom the above table it is inferred that 40% of respondents are in the age group 26-4030% are in 41-60 years, 20% are in 18-25 years, 10% are in 60&above Majority of the respondent are in the age group of 26-40 years 28
  • 29. Table 3.2 Gender of respondents Sl.No Category Number of respondents Percentage a Male 43 86 b Female 7 14 Total 50 100INFERENCEFrom the above table it is inferred that the 86% of respondents are male and the 14% arefemaleMajority of the respondents are male. 29
  • 30. Table3.3 Company’s responsiveness in dealing with customers Sl.No Category Number of respondents Percentage a Excellent 4 8 b Good 22 44 c Satisfied 18 36 d Poor 6 12 Total 50 100INFERENCE44% of customers are responded as good for the statement, 36% are satisfied, 8% ofcustomers are respond to excellent and others are not satisfied. 30
  • 31. Table3.4 Company professional’s quality in dealing with customers Sl.No Category Number of respondents Percentage a Excellent 1 2 b Good 23 46 c Satisfied 20 40 d Poor 6 12 Total 50 100INFERENCE45% of customers are opinion that good for the statement, 40% are satisfied, 2% of customersare responded to excellent and others are not satisfied. 31
  • 32. Table 3.5 Quality of the product offered by the company Sl.No Category Number of respondents Percentage a Good 10 20 b Excellent 38 76 c Poor - - d Satisfied 2 4 Total 50 100INFERENCE20% of customers are respond good for the statement, 4% are satisfied, 76% of customers arerespond to excellent. It shows that company‟s product is excellent. 32
  • 33. Table3.6 Table showing company’s technical competence Sl.No Category Number of respondents Percentage a Good 20 40 b Excellent 4 8 c Satisfied 18 36 d Poor 8 16 Total 50 100INFERENCE40% of customers are respond good for the statement, 36% are satisfied, 8% of customers arerespond to excellent and others are not satisfied. The table shows the competence andresponse time of the engineers. 33
  • 34. Table3.7 Customers getting their concerns resolved Sl.No Category Number of respondents Percentage a Good 16 32 b Satisfied 20 40 c Poor 14 28 d Very Poor - - Total 50 100INFERENCE32% of customers are respond good for the statement, 40% are satisfied, 28% of customersare respond to poor. It shows that some of the customers are not satisfied with the dealings. 34
  • 35. Table3.8 Satisfaction level with TMT product Sl.No Category Number of respondents Percentage a Very satisfied 17 34 b Satisfied 33 66 c Dissatisfied - - d Very Dissatisfied - - Total 50 100INFERENCEFrom the above table it is clear that 66% of customers are satisfied with the TMT product,34% of customers are very satisfied. Hence it can be inferred that most of the customers aresatisfied with the product. 35
  • 36. Table3.9 Satisfaction level with the company Sl.No Category Number of respondents Percentage a Very satisfied 16 32 b Satisfied 26 52 c Dissatisfied 7 14 d Very Dissatisfied 1 2 Total 50 100INFERENCEFrom the above table it is clear that most of the customers are satisfied with the company. 36
  • 37. Table3.10 Price range of the product Sl.No Category Number of respondents Percentage a Satisfied 25 50 b Dissatisfied 11 22 c Neutral 8 16 d Highly satisfied 6 12 Total 50 100INFERENCEFrom the above table it is clear that 50% of customers are satisfied with the price range of theproduct, 22% of customers are dissatisfied. Hence it can be inferred that most of thecustomers are satisfied with the price range. 37
  • 38. Table3.11 Sl.No Category Number of respondents Percentage 415D 500D 415D 500D a Satisfied 24 27 48 54 b Highly satisfied 26 23 52 46 c Dissatisfied - - - - d Highly dissatisfied - - - - Total 50 50 100 100 Satisfaction level with 415D & 500DINFERENCEMost of the customers are highly satisfied with the product grade fe415d .some of thecustomers are satisfied with the product grade fe500d. 38
  • 39. Table3.12 Opinion about TMT 415D Sl.No Category Number of respondents Percentage a More better 21 42 b Somewhat better 10 20 c Not much - - d Better 19 38 Total 50 100INFERENCEThis table shows that most of the customers are choosing 415D as a better grade. 39
  • 40. Table3.13 Customers recommendation towards the company Sl.No Category Number of respondents Percentage a Indefinitely recommend 19 38 b Probably 20 40 c Not recommend 1 2 d Sure 10 20 Total 50 100INFERENCEFrom the above table it is clear that most of the customers recommend the company to others.A few will show negative responds. 40
  • 41. Table3.14 Customers wish to buy other product again Sl.No Category Number of respondents Percentage a Very likely 25 50 b Likely 23 46 c Unlikely 2 4 d Not at all - - Total 50 100INFERENCEFrom the above table it is clear that most of the customers are experienced with otherproducts. 41
  • 42. Table3.15 Factors that considered while purchasing Sl.No Category Number of respondents Percentage a Price 8 16 b Quality 34 68 c Reliability 2 4 d Others 6 12 Total 50 100INFERENCEFrom the above table it is clear that out of 50 customers 34 customers have told that it isquality of peekay steels that made them to buy this brand, 8 have told that it is because ofprice, 2 have told that it is the reliability and another 6 told that it is because of some otherfactors. Hence It can be inferred that peekay steel give much importance to quality. 42
  • 43. Table3.16 Company’s product quality offered Sl.No Category Number of respondents Percentage a Good 5 10 b Satisfaction 7 14 c Excellent 38 76 d Poor - - Total 50 100INFERENCEThe table shows that the quality of the product offered by the company is excellent. It can beinferred that, All the customers are highly satisfied with the quality offered by the company. 43
  • 44. Table3.17 Table showing company’s supply Sl.No Category Number of respondents Percentage a Some times 13 26 b In most case 24 48 c Always 12 24 d No 1 2 Total 50 100INFERENCEThe table shows that most of the customers are getting regular supply, some of the customersare not satisfied with the supply. 44
  • 45. Table3.18 Table showing distribution of the company Sl.No Category Number of respondents Percentage a Satisfied 34 68 b Highly Satisfied 12 24 c Dissatisfied 2 4 d Highly Dissatisfied 2 4 Total 50 100INFERENCEMost of the customers are satisfied with the distribution of the company, 24% customers arehighly satisfied. Some of the customers are not satisfied. 45
  • 46. Table3.19 Satisfaction level with company’s credit policy Sl.No Category Number of respondents Percentage a Satisfied 30 60 b Highly Satisfied 15 30 c Dissatisfied 5 10 d Highly Dissatisfied - - Total 50 100INFERENCE60% of the customers are satisfied with the credit facility provided by the company. It can beinferred that most of the customers are satisfied. 46
  • 47. Table3.20 Company policies influence on customers purchase decision Sl.No Category Number of respondents Percentage a Always 13 26 b Mostly 29 58 c Some time 5 10 d Rarely 3 6 Total 50 100INFERENCEFrom the above table it is clear that 29 customers told that company policies mostlyinfluenced them in purchase, 13 told that always it affects, 5 have told that some times only itwill affect, 3 told rarely it affects. It can be inferred that the company policies mostly affectsthe purchase of customers. 47
  • 48. Table3.21 Quality influence in purchase Sl.No Category Number of respondents Percentage a Always 19 38 b Mostly 26 52 c Some time 4 8 d Never 1 2 Total 50 100INFERENCEThe above table shows that the quality affect the purchase of customers mostly. it can beinferred that quality affect the purchase decision of the customers. 48
  • 49. Table3.22 Customers knowledge about product Sl.No Category Number of respondents percentage a Advertisement 2 4 b News paper 1 2 c Reference group 35 70 d Website 11 22 e Technical magazines 1 2 Total 50 100INFERENCEFrom the above table it is clear that out of 50 customers 35 told that reference group is themost preferred source of knowledge for customers, 2 told that it is through advertisements, 11told that it is through websites. It can be inferred that it is through reference group customersare getting knowledge. 49
  • 50. Table3.23 Satisfaction with the company’s product information Sl.No Category Number of respondents Percentage a Satisfied 37 74 b Highly Satisfied 5 10 c Dissatisfied 8 16 d Highly Dissatisfied - - Total 50 100INFERENCEIt can be inferred that most of the customers are satisfied with the product information givenby the company. 50
  • 51. Table3.24 Satisfaction level with the feed back taken by the company Sl.No Category Number of respondents Percentage a Satisfied 34 68 b Highly Satisfied 14 28 c Dissatisfied 2 4 d Highly Dissatisfied - - Total 50 100INFERENCEThe table shows most of the customers are satisfied with the feed back taken by the company.Some of the customers are not satisfied. 51
  • 52. Table3.25Satisfaction level with business relationship between customers and company Sl.No Category Number of respondents Percentage a Satisfied 32 64 b Highly Satisfied 18 36 c Dissatisfied - - d Highly Dissatisfied - - Total 50 100INFERENCEFrom the above table it is clear that 64% of the customers are satisfied with the businessrelationship, 36% are highly satisfied. it can be inferred that most of the customers aresatisfied with the relationship. 52
  • 53. CHAPTER4 53
  • 54. FINDINGS1. Most of the 90% of respondents are satisfied with the product offered by the firm2. At present, the demand of Fe 500D grade is increased.3. The supply ofgrade Fe 500D is less as compared to grade Fe 415D grade.4. Majority of the customers are not satisfied with the price of the product.5. The quality of the product offered by the company is excellent.6. Some of the customers are not satisfied with the supply of the product.7. Some of the customers are not satisfied with the responsiveness of the company.8. It is found that the company is getting good word of mouth publicity.9. Most of the customers are more satisfied with the product grade Fe 415D.10. It is found that, now 8mm steel is used for tie the bundle of product.11. Most of the customers are likely to buy other products again.12. It is found that customers givemore importance to quality while purchasing.13. The credit facilities provided by the company are satisfied. 54
  • 55. SUGGESTIONS1. It is suggested that the company can concentrate on producing Fe 500D grades.2. It is suggested that the company should start conducting meeting with dealers on a regular basis.3. It is suggested that the company can reduce the prices by maintaining the quality.4. It is suggested that the company must give dealer certificate to the dealers.5. It is suggested that the company must give importance to advertisement.6. It is suggested that less weighted steel can be used for tie the bundle of steel 55
  • 56. CONCLUSION The study conducted on customer satisfaction is helps to know about thesatisfaction level of customer‟s. And also it help to find the problems of customers. From thestudy it is found that, the product offered by the company have very good market and it is oneof the product the customers demands more. The firm has gained a good reputation in themarket for its best quality. For the smooth running of the business good relationship is veryimportant. good relationship with customers will help to succeed in business. The study shows that some of the customers are not satisfied with the dealingsand response time of the company staffs. So they want to improve it. Customer satisfaction isan important part in the success of every business, without good customers no business cangrow. 56
  • 57. BIBLIOGRAPHYMarketing Management: VINODBusiness research methods: Dr.K.VENUGOPALJournal of service research: EDWARD C. MALTHOUSE, JAMES L OAKLEYQuality and productivity journal: ASHISH BHAVEJournal of service research, Aug 1998: EUGENE W. ANDERSONJournal of service marketing: MARK M. DAVIS, THOMAS EVOLLMANwww.peekayrm.comwww.peekaysteels.comSteel industry. PDFCustomer satisfaction. PDFCustomer satisfaction .books and articles.WikipediaGoogle 57
  • 58. ANNEXURES 58
  • 59. I ANFAS.VP first year MBA student of Dr:SNS RAJALAKSHMI COLLEGE OF ARTS ANDSCIENCE CHINNAVEDAMPATTI ,COIMBATORE, am doing my project on customersatisfaction in PEEKAY STEEL ROLLING MILL (P) Ltd, CALICUT. I kindly request you to fill thefollowing questionnaire; I ensure that the information provided will be confidential. QUESTIONNAIRE1. NAME (optional):2. AGE: 18-25 26-40 40-60 60 & above3. GENDER: Male Female4. How do you rate company‟s responsiveness in dealing with you? a) Excellent b) Good c) Satisfied d) Poor5. How do you rate company‟s professionals in dealing with you? a) Excellent b) Good c) Satisfied d) Poor6. In thinking about your most experience with the company, what is the quality of theproduct you received?a) Good b) Excellent c) Poor d) Satisfied7. If you received any technical support, how do you rate the technical competence of ourengineer and their response time? a) Good b) Excellent c) Satisfied d) Poor 59
  • 60. 8. The process for getting your concerns resolved was. a) Good b) Satisfied c) Poor d) Very poor9. Now please think about the features & benefits of the steel itself, How satisfied are youwith the TMT product ? a) Very satisfied b) Satisfied c) Dissatisfied d) Very dissatisfied10. Considering the total package offered by including customer satisfaction, features &benefits and cost of the product, how satisfied are you with the company? a) Very satisfied b) Satisfied c) Dissatisfied d) very dissatisfied11. How do you feel about our price range of the product? a) Satisfied b) Dissatisfied c) Neutral d) highly satisfied12. How satisfied are you with regards to the following items? Satisfied Highly satisfied Dissatisfied Highly dissatisfied 415 D 500 D13. Compared to other product grades that are available would you say that TMT 415D………. a) More better b) Somewhat better c) Not much d) Better14. How likely are you recommend the company to others? a) Indefinitely recommend b) probably c) not recommend d) sure15. Based on your experience with our product, how likely are you to buy other productagain? a) Very likely b) Likely c) Unlikely d) not at all16. What are the factors that you considered while purchasing? a) Price b) Quality c) Reliability d) others 60
  • 61. 17. How do you rate company‟s product quality offered? a) Good b) Satisfaction c) excellent d) poor18. Are getting regular supply from the company as per your requirement?a) Sometimes b) In most case c) Always d) No19. Are you satisfied with the distribution of the company?a) Satisfied b) highly satisfied c) Dissatisfied d) highly dissatisfied20. Is there any credit facility available to you from the manufacture, if yes are you satisfied?a) Satisfied b) Highly satisfied c) Dissatisfied d) Highly dissatisfied21. Does the company co. policies influence your purchase decision? a) Always b) Mostly c) Sometime d) Rarely22. Does the quality of the product affect your purchase? a) Always b) Mostly c) Sometimes d) Never23. How can you get knowledge about the product?a) Advertisement b) Newspaper c) Reference group d) Website e) Technical magazine24. Are you satisfied with the product information given by the company?a) Satisfied b) Highly satisfied c) Dissatisfied d) Highly dissatisfied25. Are you satisfied with the feedback taken by the company? a) Satisfied b) Highly satisfied c) Dissatisfiedd) Highly dissatisfied26. On a whole are you satisfied with the business relationship between you and company?a) Satisfied b) Highly satisfied c) dissatisfied d) Highly dissatisfied THANK YOU 61

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