summer training report on CUSTOMER SATISFACTION @ ShriKrishna Rolling Mills Ltd.

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Summer Training Report
On
CUSTOMER SATISFACTION
At Sri Krishna Rolling Mills Ltd., Jaipur
SUBMITTED IN PARTIAL FULFILLMENT TO
THE IIS UNIVERSITY
For the Degree of
MBA- International Business
(Department of HRM & IB))
SUPERVISED BY:
Dr. Roopam Kothari
Sr.Assistant Professor
Department of HRM & IB
SUBMITTED BY:-
Ms Aparna Sharma
MBA-IB(Semester III)
ICG/2013/16350

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TABLE OF CONTENTS
S.No. Topic Page
No.
Acknowledgement ---
Preface ----
Chapter 1 Introduction
Chapter 2 Research Methodology
Meaning of Research
Objective of Research
Sources of Data Collection
Limitations of Study
Review of literature
Chapter 3 Company Profile of Sri Krishna Rolling Mill Ltd.
Chapter 4 Analysis and Interpretation
Chapter 5 Findings and Suggestions
Chapter 6 Conclusion
Bibliography
Annexure (If Any)

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ACKNOWLEDGEMENT
I herewith, take this opportunity to extent a sincere thanks to our
Prof. M.K. Sharma, Dean, Faculty of commerce and management,
THE IIS UNIVERSITY, Jaipur for all the guidance, support and help
throughout my studies. This study is also one of the outcomes of
valuable, continuous and systematic guidance of Mrs. Ankita
Gangwal (HOD), THE IIS UNIVERSITY, and Jaipur. Her support
and constant help has made this study possible. I am grateful for his
invaluable support. It gives me immense pleasure to express very
special thanks to my mentor Dr. Roopam Kothari, Asst. Professor,
THE IIS UNIVERSITY, for her constant guidance and
encouragement during the project due to which I was able to
complete my project.
My gratitude towards everyone there at SKRM,Jaipur who have
granted me such a valuable training programme. My experience of
the project was an endeavor of many people. I am very thankful to all
the suggestions and knowledge and skills which were embodied into
me by the valuable support of them. I would also like to give thanks
to all my friends for their continuous support and help during the
project study.
Aparna Sharma

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PREFACE
Summer training is essential for the fulfillment of MBA curriculum. It provides
an opportunity to the student to understand the industry with special emphasis
on the development of skill in analyzing interoperating practical problem
through application of management.
The whole study has been divided into parts:-
The first part introduction, wherein I have presented the industry and company
visited by me.
The second part of the report is a project which contains title, objective,
methodology, scope and limitation of the study.
The third part of the report contains facts and information gathered by me in the
course of the study.
The fourth part of the study contains data analysis and interpretation.
The fifth part of the study includes finding and recommendation.
The last part of the study includes Annexure and Bibliography.

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CHAPTER-1
INTRODUCTION

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CUSTOMER SATISFACTION
'Customer satisfaction is a term frequently used in marketing. It is a measure of how products
and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals.
 In a survey of nearly 200 senior marketing managers, 71 per cent responded that they
found a customer satisfaction metric very useful in managing and monitoring their
businesses.
 It is seen as a key performance indicator within business and is often part 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 business strategy.
 Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers' expectations. Furthermore,
when these ratings dip, they warn of problems that can affect sales and profitability....
These metrics quantify 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 for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and representative measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations.. For this reason, a luxury resort, for example, might receive a
lower satisfaction rating than a budget motel—even though its facilities and service would be
deemed superior in 'absolute' terms."Organization study helps to know the real picture of the
organization, its function, its policies, procedures, methods and more over to understand
whether our theoretical aspects are really implemented by any company or not.
Organizational study helps to learn the new methods, technology used by the company. It
enhances the knowledge about the company and its competitors and the technique /strategies
adopted by them to meet there competition. Overall it helps in knowing learning and to study
any organization closely.
And along with this I studied Customer satisfaction with Krishna TMT products most of the
thing I came to know while done the project and customers are very important as we it is the
main aspect of the company. The customers are back bone of the company the company’s
people should aware while before they survive product to the customers By this project I
come to know the customer should be satisfied with products and we should provide quality
and good service to customers.

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Factors which influences the Customer Satisfaction:
 Department-wise capability of the supplier.
 Technological and engineering or re-engineering aspects of products and services.
 Type and quality of response provided by the supplier.
 Supplier’s capability to commit on deadlines and how efficiently they are met.
 Customer service provided by the supplier.
 Complaint management.
 Cost, quality, performance and efficiency of the product.
 Supplier’s personal facets like etiquettes and friendliness.
 Supplier’s ability to manage whole customer life cycle.
 Compatible and hassle free functions and operations.
The above factors could be widely classified under two categories i.e. suppliers behavior and
performance of product and services. The supplier’s behavior mostly depends on the behavio r
of its senior subordinates, managers and internal employees. All the functional activities like
customer response, direct product and maintenance services, complaint management etc. are
the factors that rely on how skillful and trained the internal and human resources of the
supplier are. The second category is regarding all the products and services.
This depends on the capability of supplier to how to nurture the products and service
efficiently and how skilled the employees are. It’s all about how the skills are implemented to
demonstrate engineering, re-engineering and technological aspects of the products and
services. The quality and efficaciousness of the products is also an important factor that
enables compatible and hassle free functions and operations. This bears to lower maintenance
and higher life of the product which is highly admired by the customers.

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CHAPTER-2
RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY:-
Research methodology is a way to systematically solve the research problem. In research
methodology we not only talk of the research method but also consider the logic behind we
use in the context of our research study and explain why we using a particular method and
why we are not using other so that research result re capable of being evaluated either by the
researchers himself or by other.
Research methodology is being framed in order to achieve the research objective. It is an
expression of what is expected of the research excise in the term of results and the analysis
input needed to decision on the data sources research approach, research instruments, and
contract method.
OBJECTIVES OF THE STUDY:
1. To know the factor which influence the customer to purchase the SKRM products.
2. To determine the customer satisfaction level towards the SKRM products.
3. To understand the customer perception towards SKRM products.
4. To know the factors to improve the quality of the SKRM products.
RESEARCH DESIGN
In this report the type of research design can be used is descriptive research study.
DESCRIPTIVE RESEARCH STUDY
Descriptive research study is the one that simply describe something such as demographic
characteristic of TMT bars use by the dealers. The descriptive study is typically concerned
with determining frequency, so I have not used this. It takes lot of time.
SAMPLING PLANS
Sample based research design has been constituted because of financial, time and experience
constraint.
PRIMARY DATA
To study the position of company amongst other company.
SECONDARY DATA
 To study the customer satisfaction level with SKRM.
 To find out the important of ancillary service offered by the company.
 To find out the scope for the company with target already using the competitors.

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SAMPLING
A mixture of random sampling and the stratified was chosen. The whole list of present and
past customers were involved. The data was taken from the internet and also from the
database which was readily available with the company.
SAMPLE SIZE
For the purpose of study we have taken a sample of 35 customers from Jaipur.
REVIEW OF LITERATURE
 Oliver (1977)
“Satisfaction is the consumer’s fulfillment response. It is a judgment that a product or service
feature, or the product of service itself, provided (or is providing) a pleasurable level of
consumption- related fulfillment, including levels of under- or over-fulfillment”.
 Engel and Blackwell (1982)
Customer/ satisfaction is “an evaluation that the chosen alternative is consistent with prior
beliefs with respect to that alternative”.
 Westbrook and Reilly (1983)
Customer satisfaction is “an emotional response to the experiences provided by, associated
with particular products or services purchased, retail outlets, or even molar patterns of
behavior such as shopping and buyer behavior, as well as the overall market place”
 Tse and Wilton (1988)
“the consumer’s response to the evaluation of the perceived discrepancy between prior
expectations (or some other norm of performance) and the actual performance of the
product/service as perceived after its consumption”
 Schiffman and Kanuk (2004)
Customer satisfaction is “The individual’s perception of the performance of the product or
service in relation to his or her expectations”.
LIMITATION OF STUDY
 Fully rely on the information provided by the person who filled the questionnaire.
 Rely on the information provided by the manager.
 Rapid changed of the technology.
 Fast change in the services provides by the company.
 Time was also a constraint therefore only a small size could be covered.

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CHAPTER-3
COMPANY PROFILE

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COMPANY PROFILE
Shree Krishna rolling mills (Jaipur) ltd., 37.industrial area, Jhotwara, is one of the oldest
rolling mills in Rajasthan. It is established more than four decades ago. The unit today is a
corporate body i.e. a limited company. Although it is engaged in the same activity but it is in
a far difference manner.
As earlier its activities were confined to domestic area only but now it has made its presence
felt in the international market as well. Continuous technology development through
efficient, dedicated and dynamic team of highly skilled professionals, SKRM has been able to
meet the most stringent requirement of its customers. In order to ensure confirmed quality to
its customer. SKRM has various machines for carrying different types of tests at various
stages. The conventional/ manual method of rolling has changed to automation which is
reflected with the level of automation at different stages of work.
MISSION
To supply high quality products with a wide variety of application to various industries.
Continual technological up-gradation operational efficiency and expansion to produce steel at
domestic and international standards with a low cost and high degree of quality. To achieve
highest levels of certification with new products development for various industries.
VISION
Deliver high quality cost competitive products to our customer and be their first choice.
Regular up gradation of technology for a cleaner and green environment. Focus on a more
friendly work environment between the team and its customers.

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CERTIFICATE OWNED BY COMPANY
To produce the product, BIS (earlier ISI) certification as required. The company carries the
distinction of getting registered with the bureau of Indian standard (BIS) and was the first in
obtaining IS: 1786-Fe-415 and Fe-500 grade.
1)Later on BIS license under IS: 2062 for MS angle for HT angles was also obtaining.
2)The company has also accredited with ISO: 9001 certification by the American quality
assessor of USA.
3)The unit is approved manufactured by power Grid Corporation of India ltd. (PGCK) for
supplies of structural steel.
4)This company is also authorized license of TEM CORE trade mark for 8-22mm for Fe415
and Fe 500 rebar’s.
RAW MATERIAL USED
-Raw material is use includes billets / blooms which are sourced from TISCO, RINL, SAIL
and other secondary steel sector units.
-SKRM also has its own steel making facility where it manufactures PENCIL ingots which
are made through ladle refinery process and bottom pouring route.
PRODUCT PRODUCED BY THE COMPANY
Besides steel making, SKRM has two rolling mills. One is fully automatic and computerized
bars and rod mills which is manufacturing tested qualities TMT bars used for construction of
building, dams, bridges, roads and for any other RCC construction. In order to get production
of TMT bars of world class quality.
The second rolling mills are structuring rolling mills within the same premises, spread over
an area of 40,000 sqr meters. This provides line tower quality angles equally in size from
35*35mm up to 110*110mm in various thicknesses, unequal angles from 45*30*415mm,
joints 100*116mm, flat up to 250mm width in various thicknesses besides hi-textiles angles
and special profiles (made to specific order).
The products beings manufacturing are certified IS: 8500 quality by bureau of Indian
standards. The unit is also approved by power Grid Corporation of India ltd. (PGCK). These
TLT angles are used in Indian as well as in overseas projects also. The company is also
accredited to ISO: 9001P:2000 by American quality assessors in order to maintain high
quality standard. The capacity of both the rolling mills taken together is above 8000 M.T. per
month.

14. SHREE KRISHNA ROLLING MILLS (SKRM) is one of the oldest units in Rajasthan in the
field of manufacturing of steel.
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 Its foundation was laid 44 years back or four decades ago.
 SKRM is widely accepted by the customer.
 Here approximate 600 people are working.
 Total turnover of the company last year was 147 corers.
 The capacity of the both the mills rolling mills taken together are above 8000M.T. per
month.
SKRM JAIPUR LIMITED:-
Krishna is a manufacturer of quality steel bars and international profile and receives
ISO-9001 and IS: 2062 certification by American quality assessor of USA.

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INDUSTRY STATISTICS
Government targets to increases the production capacity from 56 million tons annually to 124
million tons in the first phase which will come to an end by 201-2012. Currently with a
production of 56 million tones India accounts for over 7% of the total steel production
globally, while it accounts to about 5% of global steel consumption. The steel sector in India
grew by 5.3% in May 2009. Globally India is the only country to post a positive overall
growth in the production of steel at 1.01% for the period of January – march 2009.

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CHAPTER-4
DATA ANLYSIS &
INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION
All data so collected has been accurately and precisely analysed and interpreted by the use of
appropriate graphs and pie chart.
Q.1: Since how many years you are using Sri Krishna Rolling Mills Ltd. TMT products?
Interpretation: This diagram shows that 45.71% of the respondents are using SKRM TMT
products since last 1 year, 25.71% of the respondents are using it since 2-3 years, 17% are
using since 3-5 years and remaining 11.43% are using it since more than 5 years.

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Q.2: Which factors influenced you to buy Sri Krishna Rolling Mills Ltd. TMT?
Interpretation: The above pie chart shows that 31.43% of the respondents are influenced by
the Quality to buy SKRM product, 28.57% are influenced by Price, 25.71% are influenced by
Service and rest 14.29% of the respondents are influenced by the Company image.

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Q.3: Do you buy products only from Krishna Rolling Mills Ltd.?
Interpretation: According to the above pie chart, 57.14% of the respondents only buy steel
products from Krishna TMT and rest 42.86% do not only buy products from SKRM .

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Q.4: How did you know about Krishna TMT?
Interpretation: The above diagram shows that 31.43% of the respondents know about SKRM
through relatives, 25.71% know through dealers, 25.71% know through others and the rest
17.14% know through newspapers.

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Q.5: Are you satisfied with Krishna TMT (steel) products?
Interpretation: the above pie chart shows that 60% of the respondents are satisfied with the
SKRM and rest 40% are not.

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Q.6: If yes, how much are you satisfied?
Interpretation: the above diagram shows that 40% of the respondents are very highly
satisfied, 28.57% are highly satisfied and rest 31.43% are satisfied.

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Q.7: If No, why?
Interpretation: the above diagram shows that 42.86% of the respondents are not satisfied
with SKRM because of price, 25.71% are not due to quality, 22.86% are not due to
availability and rest 8.57% are not due to service.

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Q.8: Which payment option would you prefer?
Interpretation: 58.67% of the respondents prefer cash as payment option, 36.67% prefer
credit and rest 6.67% prefer cheques.

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CHAPTER-5
FINDINGS
&
SUGGESTIONS

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FINDINGS
Some of the customers were really pleased to receive mail and calls from company, but
others did not like the idea of calling them up. Thus the final result was a blend of both
satisfaction and dissatisfaction.
 About 46% of the customers are using Krishna TMT since last one year, 25.71% of
the respondents are using it since 2-3 years, 17% are using since 3-5 years and
remaining 11.43% are using it since more than 5 years.
 The factors which influence the customers to buy Krishna TMT are mainly, Quality
and Price.
 31.43% of the customers know about SKRM through relatives, 25.71% know through
dealers, 25.71% know through other sources and the rest 17.14% know through
newspapers.
 Among 60% of the customers 40% of them are very highly satisfied with Krishna
TMT, 31% of the customers are satisfied and 28% of them are highly satisfied.
 40% of the customers are not satisfied with Krishna TMT due factors which are
mainly service and availability.
 58.67% of the respondents prefer cash as payment option, 36.67% prefer credit and
rest 6.67% prefer cheques.

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SUGGESTIONS
 Instead of working only on factors such as quality and price which influences the
buyer, SKRM should also emphasis on its service and product availability.
 SKRM should work more on their marketing strategies as majority of the customers
are aware about SKRM only through their relatives.
 Various methods should be adopted in order to increase the level of customer
satisfaction as good aftersales service etc.
 Customer’s preferred payment options should be kept in mind.
 Customer loyalty is also the factor which needs to be considered well.

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CHAPTER-6
CONCLUSION

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CONCLUSION
It was a wonderful experience for me to work with Sri Krishna Rolling Mills Ltd.,
from the project I learnt about the various tactics which influence customer satisfaction, used
by SKRM.
As customer is the kingpin of business and his satisfaction is the ultimate aim of the
firm. Therefore, SKRM is working very hard to meet the expectations of its existing
customers and also increasing the number of new customers and making them the permanent
customers.
After working with SKRM and making this project through conducting a research on
the level of satisfaction as well as dissatisfaction among the customer of the firm. Many of
the customers are connected with the firm since past 1 year and majority of them came to
know about SKRM through their relatives and other sources, therefore, lot of work need to be
done on marketing. Customer’s choice and preference is very important factor on which
SKRM is working. To survive in the market the company needs to adapt an aggressive
marketing policy as of competitors. Last but not the least I would like to conclude that KFIL
as good organization to work as well as to interact with people. The way it is growing is a
very good sign.

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ANNEXURE

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QUESTIONNAIRE
I, Aparna Sharma, student of MBA - International Business, conducting this research titled
“customer satisfaction towards Krishna TMT products (special reference to Steel pipes)” as a
part of my curriculum the information provided by you is used for academic propose only.
Name:
Occupation:
Q.1: Since how many years you are using Krishna TMT products?
1. Last 1 year 2. 2-3 years
3. 3-5 years 4. More than 5 years
Q.2: Which factors influenced you to buy Krishna TMT products?
1. Price 2. Quality
3. Service 4. Company image
Q.3: Do you buy products only from Krishna TMT?
1. Yes 2. No
Q.4: How did you know about Krishna TMT?
1. Dealers 2. Relatives
3. Newspapers 4. Others
Q.5: Are you satisfied with Krishna TMT (steel) products?
1. Yes 2.No
Q.6: If Yes, how much are you satisfied?
1. Very highly satisfied 2. Highly satisfied
3. Satisfied
Q.7: If No, why?
1. Quality 2. Price
3. Service 4. Availability
Q.8: Which payment option would you prefer?
1. Cash 2. Credit
3. Cheque

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BIBLIOGRAPHY

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BIBLIOGRAPHY:
In this project report, while finalizing and for analyzing quality problem in details the
following Books, Magazines/Journals and Web Sites have been referred. All the material
detailed below provides effective help and a guiding layout while designing this text report.
Books:
Principles of Marketing –Philip Kotler & Kevin Keller, Pearson Publications,13th edition
Marketing Research – D.D. Sharma, Himalaya publications, 2nd edition
Research Methodology – C.R. Kothari, Ramesh book Depot,1st edition.
Websites:
www.krishnaRollingMills.com
www.managementstudies.com
www.mgmtresearch.com

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