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1 
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
2 
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)
3 
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
4 
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.
5 
CHAPTER-1 
INTRODUCTION
6 
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.
7 
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.
8 
CHAPTER-2 
RESEARCH 
METHODOLOGY
9 
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.
10 
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.
11 
CHAPTER-3 
COMPANY PROFILE
12 
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.
13 
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.
SHREE KRISHNA ROLLING MILLS (SKRM) is one of the oldest units in Rajasthan in the 
field of manufacturing of steel. 
14 
 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.
15 
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.
16 
CHAPTER-4 
DATA ANLYSIS & 
INTERPRETATION
17 
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.
18 
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.
19 
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 .
20 
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.
21 
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.
22 
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.
23 
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.
24 
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.
25 
CHAPTER-5 
FINDINGS 
& 
SUGGESTIONS
26 
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.
27 
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.
28 
CHAPTER-6 
CONCLUSION
29 
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.
30 
ANNEXURE
31 
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
32 
BIBLIOGRAPHY
33 
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
34

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MBA Summer Training Project Report

  • 1. 1 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
  • 2. 2 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)
  • 3. 3 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
  • 4. 4 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.
  • 6. 6 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.
  • 7. 7 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.
  • 8. 8 CHAPTER-2 RESEARCH METHODOLOGY
  • 9. 9 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.
  • 10. 10 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.
  • 12. 12 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.
  • 13. 13 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. 14  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.
  • 15. 15 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.
  • 16. 16 CHAPTER-4 DATA ANLYSIS & INTERPRETATION
  • 17. 17 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.
  • 18. 18 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.
  • 19. 19 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 .
  • 20. 20 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.
  • 21. 21 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.
  • 22. 22 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.
  • 23. 23 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.
  • 24. 24 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.
  • 25. 25 CHAPTER-5 FINDINGS & SUGGESTIONS
  • 26. 26 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.
  • 27. 27 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.
  • 29. 29 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.
  • 31. 31 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
  • 33. 33 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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