HIREN DEVALIYA

Austin Engineering Company Ltd
Page 1
A
Summer Internship Project Report
On
“A STUDY OF CUSTOMER SATISFACTION”
AT
“AUSTIN ENGINEERING CO. LTD.”
Submitted to:
Shri Chimanbhai Patel Institute of Management & Research
In partial fulfillment of the requirement of the award of the degree of
Master of Business Administration
In
Gujarat Technological University
Under the guidance
PROF. AVANI SHAH
Submitted by:
HIREN DEVADEEYA [ENROLLMENT NO:-157680592028]
BATCH NO:-2015-17
Shri Chimanbhai Patel Institute of Management & Research
MBA Program
Affiliated to Gujarat Technological University
Ahmedabad

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CERTIFICATE

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CERTIFICATE

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DECLARATION
Hiren G. Devadeeya student of MBA (Semester – III) of Batch 2015-2017
studying at Shri Chimanbhai Patel Institute of Management & Research, Ahmedabad
declare that the project work entitled, “a study of customer satisfaction at Austin
Engineering Company Limited” was carried on by me on partial fulfillment of my MBA
programme under Gujarat Technological University.
This project was undertaken as a part of academic curriculum according to
university rules and norms and it has not commercial interest and motive. It is my original
work and is not submitted to any other organization for any other purpose.
Date:-
Place: - Ahmedabad
Hiren G. Devadeeya
[157680592028]

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PREFACE
As a new paradigm based on proper integration of formal teaching and actual
practice, this Summer Training has been introduced under the Degree of Master of
Business Administration (M.B.A) to get a feel of actual Business Environment.
To bridge the gap between theory & practice and to cultivate proper temperament
and generate much needed morale i.e. to help the students to identify their strong and
week points in the following and appreciating various organizational activities. So that
appropriate measures can be taken at an earliest time.
This report presents the workings, findings and recommendations from the study
of marketing mix with customer satisfaction at ““AAuussttiinn EEnnggiinneeeerriinngg CCoommppaannyy
LLiimmiitteedd””. It gives the better understanding of marketing strategy and customer
satisfaction of ““AAuussttiinn EEnnggiinneeeerriinngg CCoommppaannyy LLiimmiitteedd””.
Finally I shall consider my hard work worthwhile, if this endeavor is able to
satisfy all those concerned and proves useful to anyone or for any further study in future.

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ACKNOWLEDGEMENT
I am grateful to Shri Chimanbhai Patel Institute of Management & Research,
Ahmedabad for providing me with an opportunity to conduct project study. I would also
like to express my sincere gratitude to Prof. AVANI SHAH & all faculty members, for
their guidance and valuable suggestions throughout the project.
I wish to thank the organization, Austin Engineering Company Ltd., for giving
me an opportunity to undergo training. I would like to mention my gratitude towards
Manager (Admin) who gave me a permission to work in the organisation and for giving
me valuable guidance through out the training period. I also thank to all the staff members
of Austin Engineering.
I would also like to mention the efforts of Mr. Nashir Patta for giving me an
opportunity to work on the subject marketing and helped me throughout my project study
with his knowledge of the market. He has provided me valuable information and useful
insights which helped me in the preparation of the report.
Last, but not the least, I want to extend thanks to all my respondents, friends, well-
wishers, relatives who had co-operated me, kept the patience and provided me valuable
information.
Hiren
Devadeeya

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EXECUTIVE SUMMARY
I have done summer training in Austin Engineering Co. Ltd - Patala, Dist:-
Junagadh.
Austin have a four department like production, finance, marketing and human
resource. They see better future of the ball bearing industry in India so to produce more
quantity of ball bearing & to cope up with demand of the product & to expand unit, it
converted into Private Company in 1978.
The major objective of the study is to proper understanding the customer
satisfaction of Austin Engineering Co. Ltd. and to suggest how attracting the customer.
In the marketing world manager quite often says “retaining customer is more
important than acquiring one, we will examine the importance of this sentence .the
organization uses communication tools to make their product and brand aware among the
consumer.
The customers are also benefited by relationship marketing in term of improved
service quality, personalized care, reduction of customer stress, customer improvement
,etc.
Customer satisfaction is becoming the ultimate solution for both ,customer as well
as organization .
So I take this topic as my project work.

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INDEX
Sr No. Particulars Page No.
1 GENERAL INFORMATION ABOUT INDUSTRY 09
2 INTRODUCTION TO COMPANY 17
3 INTRODUCTION TO CUSTOMER SATISFACTION 45
4 LITERATURE REVIEW 53
5 RESEARCH ABOUT CUSTOMER SATISFATION 57
6 DATA ANALYSIS AND INTERPRETATION 61
7 FINDINGS 73
8 CONCLUSION 76
9 LEARNING FROM SIP 78
10 BIBLOGRAPHY 80

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CHAPTER -1
GENERAL INFORMATION
ABOUT INDUSTRY

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INTRODUCTION OF INDUSTRY
 GENERAL SCENARIO :
Although the development of India's ball and roller bearing industry is not quite
enviable, it can be said without contradiction that India has relatively strong base for the
manufacture of bearings. There are about 12 large and medium units which together turn
out over 100 million bearings every year.
Almost all the units have foreign collaboration. The Indian Bearing industry makes
around 500 types of bearings as against over 30,000 types of bearings being used by the
Indian industry. Bulk of these are only of standard types and are used mostly in low-
technology areas like fans, electric motors, water pumps, and by the automotive sector.
The current Indian bearings industry is worth Rs.3500 crore. In this, automotive
segment accounts for 45 percent of the revenues, which amount to Rs 1,350 crores and the
remaining 55 percent of revenues are being contributed by industrial demand. In the
automotive bearings market, the organized segment manufactures cater to 50 percent of the
demand. About 15 percent of the production is by the unorganized segment in India, and
the remaining 35 percent of demand is fulfilled through imports. Out of the total revenues
in the automotive segment, 60 percent of the revenues are contributed by the OEMs and
the remaining 40 percent is by the demand from the aftermarket. There has been a growth
of 15 percent in the aftermarket segment and OE demand has increased by more than 25
percent from the financial year 2005-06.
Though the demand from the aftermarket segment is increasing, the growth rate is
declining compared to the year 2005 - 06. In the aftermarket, 6 percent demand is from the
engineering applications segment, 5 percent from LCV segment, 4 percent from MUV
segment, 8 percent from car segment, 11 percent from tractor segment, and the remaining
15 percent from automotive ancillary segment. Rest of the 50 percent demand is from the
Railway sector.

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 MARKET SIZE :
The market for automotive bearings is growing at a rate of almost 27 percent
per annum in the year 2005 - 06. This is mainly because of multiple models in every
vehicle segment entering the market.
The overall automotive industry has grown at the rate of 34 percent per annum
from the year 2004. Hence, a definite increase in the demand for bearings in the OE
segment is anticipated. Aftermarket demand for automotive bearings is increasing, but at a
slower rate as compared to the growth in vehicle population. Manufacturers are expecting
sustained growth of 15 percent in the aftermarket mainly due to increase in population of
two wheelers, passenger cars, and utility vehicle segments.
Some of the restraints faced by the bearings manufacturers are longer life due
to improved technology, improved fuel quality, and better maintenance of the vehicles.
This reduces the replacement rate, which in turn leads to slower growth in the aftermarket
demand. Increase of imports due to a 5 percent decrease in duty rates is affecting the
market for the domestic participants.
Vehicle owners prefer imported bearings due to lower costs. Cost difference is
almost 50 percent between the domestic bearings and the imported bearings. For example,
the bearings manufactured in India are priced at Rs.25 and the bearings imported from
China are priced at Rs.12 in the year 2004 - 05. There is an increase in imports from China
and South Korea due to lower costs and greater demand.
There has also been increase in prices of domestic brands as the cost of production
has gone up due to increase in steel prices. Indian manufacturers are also facing a threat
from the spurious parts manufacturers who manufacture duplicate parts and sell them in
the names of both domestic and foreign companies. This is the biggest threat to the Indian
manufacturers as this eats away their share in the aftermarket and affects their growth.
Indian manufacturers are taking multiple steps to overcome the challenges facing
the Indian market. Manufacturers are investing more in research to develop better
technologies, which increase the life of the bearings. Companies are giving a warranty of 1
to 2 years on the bearings.

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Generally, bearings have been standardized internationally i.e. the boundary
dimensions of the product have been laid down.
However, with moderate modifications in the standardized designs, bearings have
been manufactured and used for various applications the world over.
The manufacturing activity in the country started in the late 40's, with the
production of small and standard bearings. The Indian industry today manufactures small
and medium bearings mainly in five categories, i.e. ball bearings, cylindrical roller
bearings, taper roller bearings, spherical roller bearings and needle roller bearings.
The popular size range is generally restricted to 140 mm OD, though larger sizes
are also manufactured by some units.
 STRUCTURAL DEFICIENCIES:
The bearing industry also suffers from structural deficiencies, which are making
it less competitive in the global market. Low volumes in the domestic industry does not
make it feasible to induct technology in the form of high-end automation. This ultimately
affects quality. In addition, the industry is fragmented with no economies of scale. Another
problem which domestic manufacturers face is that of high cost of imported equipment.
Machine tools and precision measuring equipment have to be imported and they invite a
custom duty of 25% thus making project costs high and un remunerative to undertake. The
third problem is of cost-competitiveness due to higher import duties on raw materials (steel
tubes, steel bars, grinding wheels etc).
The industry generally does not manufacture special bearings/high precision
bearings. Some small scale units also manufacture bearings, but these generally cannot
compare in quality or volume with those from the organised sector though a few do make
some special designs. The organized sector manufacturers have generally imported the
technology from internationally renowned manufacturers.
The rolling bearing manufacturers in India mostly manufacture bearings based
on the original design and specifications obtained from their collaborators. Generally there

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is a limited facility available with the bearing manufacturers for research or development
of new bearings of indigenous designs.
However, commendable efforts have been made by some units to design and
develop bearings, particularly larger diameter ball and roller bearings, to suit specific
customer requirements. There are also small scale units producing bearings in small
quantities from imported components by assembling them. The following are the major
manufacturers of bearings in India:
1. Associated Bearing Company Ltd., Pune (Maharashtra)
2. Asian Bearings Company Ltd., Hosur (Tamil Nadu)
3. Karnataka Ball Bearing Corporation Ltd., Mysore (Karnataka)
4. HMT Ltd., Hyderabad (Andhra Pradesh)
5. Tata Iron and Steel Company Ltd., (Bearings Division) Kharagpur
(West Bengal)
6. Shriram Bearings Ltd., Ranchi (Bihar)
7. National Engineering Industries Ltd., Jaipur (Rajasthan)
8. FAG Precision Bearings Ltd., Vadodara (Gujarat)
9. Antifriction Bearing Company Ltd. Bharuch (Gujarat), Lonavala
(Maharashtra)
10. Union Bearings Manufacturing Co., Porbander (Gujarat)
11. Needle Roller Bearing Co. Ltd., Thana/Jalna (Maharashtra)
12. Shriram Needle Industries Ltd., Ranchi (Bihar)
13. Deepak Insulated Cables Ltd., Mysore (Karnataka) (Needle
Bearings Division)
14. Austin Engg Company Limited, Junagadh , Gujarat
15. Karnataka Ball Bearing Co Ltd., Mysore
16. Mysore Kirloskar Ltd, Harihar (Karnataka)
17. Needle Roller Bearings Ltd, Thane
18. Needle Roller Bearings Ltd., Waluj
19. SKF India Limited , Chinchwad, Pune
20. SKF India Limited, Bommasandra, Bangalore
21. Timken India Limited, Jamshedpur
22. ZKL Bearings India Pvt. Ltd., (setting up manufacturing)

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 DEMAND DETERMINANTS:
Bearings of various types and sizes are used for different applications.
The major applications are as follows:
 Automobiles
 Railways
 Electrical Motors
 Electric Fans
 Diesel Engines
 Pumps
 Machine Tools
 Textile machinery and
 Other heavy industries
o Steel Plants
o Sugar Plants
o Process Plants
o Heavy Engineering Industries
o Heavy Earth Moving Equipment
o Cement Plants
o Power Generation Units
 INTERNATIONAL SCENARIO:
Bearings worldwide were doing significantly better. Orders were increasing
globally and were forecast to grow 6.5 percent per year through 2005 to $42 billion. With
supply levels remaining high worldwide, bearing prices overall were stable and not
expected to rise in 2003. Conversely, prices for imports were expected to increase in 2003.
As bearings from China came into the United States, selling at below market values, the
federal government has levied anti-dumping duties of up to 59.3 percent. Lead times for all
bearings continued to fall 10 to 20 percent with 60 percent of buyers receiving product
within a week, according to one survey. Average lead time was about 2.6 weeks, down 19
percent from one year ago.

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Supply and demand for different bearing designs - ball, roller, etc. - can vary based
primarily upon the types of applications most prevalent in the country's industrial sector.
But because each of the major anti-friction bearing designs (i.e., ball and roller, with other
types tending to be derived from the major designs) is used in such a wide and diverse
array of settings, most countries that comprise significant bearing markets (i.e., over about
$100 million per year in annual sales) utilize both types in relatively large amounts.
While the industrialized nations tend to exhibit the largest and most mature (and
thus most cyclical) bearings markets, the fastest growing markets are usually found within
the developing nations of Asia, Latin America and (to a lesser extent) Africa/Mideast.
Many such countries have been reforming and liberalizing their economies in recent years,
in order to attract external investment capital and develop and expand their industrial
sectors.
Industrial machinery applications dominate the world bearings markets, accounting
for over half of total global demand. Industrialization programs in developing countries
tend to involve substantial amounts of such machinery, and while in many cases these
countries import machinery already incorporating bearings, the aftermarket tends to be
sizable. The motor vehicle sector comprises the second largest application for anti-friction
bearings in value terms, although it is far smaller than its industrial machinery counterparts
Investments and implementation of new production technologies continually
improve productivity. With very rapid scientific advances, the bearing technology cycle
has been squeezed into shorter periods so that productivity has been growing faster than
bearing end-markets. This puts continuous pressure on the industry to consolidate.
The entry of China, for example, into world markets has not only created additional
capacity, but also lowered prices of some bearings to levels not seen since the 1960s.
The China factor has also cut into some of Japan's exports, thus impacting Japan's
in country capacity (as Thailand and Singapore did with small ball bearings) and the
United States by lowering general price levels. Eastern Europe, India, and other areas are
developing in a similar pattern.

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In addition, bearing materials and bearing quality have improved and extended
bearing life. Longer bearing life reduces the demand for replacement bearings, and
thereby, further contributes to surplus capacity. Lastly, the closed Japanese market
contributes to overcapacity in slow economic times elsewhere in the world.
 FUTURE MARKET:
The international manufacturers have directed the thrust to higher precision,
coupled with high productivity. Their efforts are concentrated on improving the quality of
the bearings to the highest levels possible. Thus, the life of bearings would be improved,
they would carry higher loads and the noise levels would be reduced to the minimum.
Though bearing sizes and nomenclature have been standardized, design
modifications do take place continually in order to improve the overall performance of the
product. New products as such, may not be a significant area of concentration. With the
onslaught of excellent quality volume production by the Japanese manufacturers, some
bearing manufacturers have moved towards bearings with special applications, including
ready assemblies that carry rolling bearings integrated into them.
Newer materials such as plastics and even ceramics have been experimented with
and developed for special applications. Other manufacturers have re-organised to bring in
economy of large volumes, experimented and developed, such as use of plastics and even
ceramics.
The pace and achievement of the above mentioned goals in bearing manufacture
can directly be linked to innovations in machine tools, process technology and material
properties. In machine tools, the stress is constantly on improving the precision levels and
productivity.
Automation at every stage is most common.
This is done within the machine and in transfer from machine to machine into line
manufacture, to achieve close control on operations and monitor the pre-process
corrections.

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CHAPTER -2
INTRODUCTION TO COMPANY

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Name:
“Austin Engineering Co. Ltd.” Brand name AEC
Plant:
Address : - “AUSTIN ENGINEERING CO. LTD.”
Patla Taluka, Bhesan, Via – Ranpur (Sorath)
Post: Hadmatiya – 362030
District: Junagadh (Gujarat) India.
Phone no : - 0285 - 2680570
Fax no. : - 0285 – 2661505
E mail : - info@aec-bearing.com
Website : - www.aec-bearing.com

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Product
Bearings
Employee:-
655
Manufacturing capacity:
10 MM ID TO 12000 ID
Manufacturing Range:
More than 4000 bearing
Machinery available;
More than 220

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COMPANY PROFILE
“Austin Engineering Company Ltd” was established in 1973 by five technocrats with
initial investment of 3500 US dollars in Junagadh, G.I.D.C. area with the name of
“ACCURATE ENGINEERING”.
They saw better future of the ball bearing industry in India so to produce more
quantity of ball bearing & to cope up with demand of the product & to expand unit, it
converted into Private Company in 1978.
In those days, Ball bearing industry is developed very fast rate therefore to sustain &
develop the unit, it converted into public limited by issuing equity share under the name of
“Austin Engineering Company Ltd” and purchase the trade mark '”aec” in the year 1994.
AECL has established second unit, on 15th
February, 1987, which is located at Patla a village
nearly 25 km away from Junagadh.
The Austin Engineering Company Ltd. is one of the leading manufacturers of anti-
friction rolling bearings in India. This co. is in this field since last 37 years. The co has
developed around 4500 different sizes of bearings. Company has two manufacturing units
near Junagadh city of the Gujarat state in India viz: Austin Engineering Co, Ltd Patla,
Junagadh (''aec”) Max Precision Bearings Pvt. Ltd. - Shapur Dist, Junagadh (“MAX”)
 REGISTRATIONS:
Company is registered with (1) DGS&D (Permanent) (2) DGTD (3) DGQA
(Ministry of Defence) (4) Association of State Road Transport Undertakings (5) U.P. State
Sugar Mills (6) RDSO (7) Gujarat Electricity Board (8) Chhattisgarh Electricity Board and
(9) Tamil Nadu Electricity Board (TNEB), and have been regularly supplying our bearings
to Defence Production units including Tank Factory and Depots. We have also been
supplying our bearings to Bhilai, Bokaro, Visakhapatnam, Rourkela and Salem Steel Plants
apart from Ruchi Strips & Alloys Ltd., Telco, Tisco, Voltas, Greaves, New Allenberry,
BHEL, ABB, Indian Railways, LMW Group, Punjab Tractors, ASIL Industries Ltd., Real
Strips Ltd., Tube Products of India etc. We have also supplied our bearing to UKAI Thermal
Power Station.

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 MANUFACTURING RANGE :
We have the widest range (numbering 3000) covering all types and
configuration/derivatives of anti-friction rolling bearings viz: Ball Bearings, Cylindrical
Roller Bearings, Taper Roller Bearings, Needle Roller Bearings, Spherical Roller Bearings
etc.,
Out of this current range, around 60% fall in the category of Import Substitution and
Special Bearings. The Special and Import Substitution Bearings are to GOST, CSN &
ISO/DIN/BIS/AFBMA Standards and to customers’ special specifications. The Bearings
conforming to East European Standards have been specially developed for Indian Defence
Ministry for their Vehicles, such as T-72/T-55 BATTLE TANKS and its mammoth engines,
its gun systems, KRAZ/KOLOS HEAVY DUTY TRUCKS ETC. We are regularly supplying
bearings in a big way to Vehicle Factory, Jabalpur as per its requirements for their Shaktiman
Trucks and Jonga Jeeps and Nissan Vehicles.
The total value of such import-substituted bearings is worth crores of rupees, saving
the country’s scarce foreign exchange – after all “Foreign Exchange Saved” is “Foreign
exchange earned.”
We have developed bearings for a variety of strategic and critical end-applications
apart from defence requirements, such as steel plants (cold reduction mills, blooming mills,
plate mills, billet mills etc. including roll neck bearings), material handling equipments
including Forklifts, Cranes, Gear Box, automotive, tractor and other segments. The quality of
our bearings is consistent and our business comes many fold year after year from our current
customers on repeat basis, establishing performance and quality of our bearings to the best in
the market. This fact is further ambly established by our exports to such developed countries
as the USA, the UK and ITALY, since last 15 years.

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 PRESENT RANGE CAPACITY OF MANUFACTURE:
We can manufacture at present bearings having bore diameter from 10mm to 1350
mm and outside diameter from 22 mm to 1500 mm, weighing right from 20 grams to 750 kg.
Much bigger size bearings are under development.
We have upto-date full fledged Standard Room equipped with sophisticated surface
finish and roundness checking instruments, Radial Clearance checking equipment etc., and
Metallurgical Laboratory with latest equipment including Metallurgical Microscope with
photograph facility. Our machines shop has a battery of special purpose machines of
imported and domestic origins.
 CUSTOMER PROFILE:
Original Equipment Manufacturers : 85 Customers
State Transport Undertaking : 105 Customers
Exports : 20 Customers (in the UK the USA,Italy).
 QUALITY MANAGEMENT SYSTEM, CERTIFICATES:
The company is awarded with ISO 9001 : 2008 ( with Design )
The company is also awarded with ISO / TS 16949 : 2002 (includes designing of
bearings) by TÜV Rheinland - Germany.
 DESIGN FACILITIES:
We have developed our own software for this purpose which naturally go a long way
in our concerted pioneering efforts in continue developing IMPORT SUBSTITUTES,
especially for Indian Defence, Steel Plants and Thermal Power Stations.

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 ACCURACY/TOLERANCE CLASS :
We can supply bearings in higher accuracy of P6, P5, P4 precision class bearings and
out of special class of materials which we have been developing for Indian Defence Ministry,
end – application being Battle Tanks and its engines.
 RAW MATERIAL:
The company uses only the right internationally – specified raw material (SAE 52100
steel) and as per military specifications, and case carburising steel as per design
requirements. Other materials as per customer requirements also developed i.e. stainless
steel, tool steels etc.
Company has its own office known as AEC-Europe in Milano (Italy).
 EVERY COMPAY HAS HIS OWN PAST:
The co. also have its past & history. The AEC ltd. was started 32 years ago. In 1973
at that time, there was great need of some automotive industry in the field of bearing
specifically in Saurashtra region. Than team of 5 top qualified persons decided to produce
highly qualified bearing & thus establishes a partnership firm namely accurate engineering in
1973. Those persons are Mr. N. C. Vadgama, Mr. S. N. Thanki, Mr. R. N. Bambhania, Mr.
G. V. Modha, & Mr. J. R. Bhogayta
 CURRENT STATUS OF THE COMPANY:
At present the Austin engineering com. Ltd. has become a wide and popular unit in the
market. The trademark of the company is '' AEC'' in the initial years of the company was
produced only 40 varieties of bearings and now it produce 4000 to 4500 bearings varieties.
Therefore we can say that the company has large growth and development in the field
of bearings due to its high quality and increasing demand. Thus the firm its turn over is
increasing year by year.

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At present these company investment four cores. So, the size of the AUSTIN
Engineering company is large scale.
 FUTURE PLAN OF COMPANY:
Due to nature of confidentiality, it is but obvious that an organization may not find it
appropriate. Certain key plans, however the management of AEC ltd was kind enough to
share the following information.
Vision:
We strongly believe that one should
 Always improve continuously.
 Utilize resources in a most efficient way.
 Be versatile to adapt changes.
 Serve society in a most efficient manner.
 Mission:
 Increasing manufacturing capability upto 1800 mm. Dia.
 Development slewing rim bearings for heavy earth moving & construction
equipments.
 Increase adherence to the training calendar.
 Reduce new development cycle time, machine idleness, electrical &
mechanical breakdowns etc..

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ORGANIZATIONAL STRUCTURE
In any business, Organization structure plays an important role. Organization
structure is an indispensable, means for good business performance, so it requires the
organization relationship among different department and individual working, consequently,
among accomplishment of desired goals. That’s why expert said “IF MANAGER IS THE
BRAIN OF THE BUSINESS, THEN ORGANISATION IS THE PHYSICAL STRUCTURE
OF THE BUSINESS”
There are six types of organization which are as follows:
TYPES OF ORGANIZATION STRUCTURE
Line
Organization
Functional
Organization
Committee
Organization
Matrix
Organization
Line and Staff
Organization
In Austin Engineering Company Ltd follows Line & Staff organization because
authority & responsibility flows from top to bottom & also staff helps to the main line
manager in their work. It gives all information about how actually work is done.

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 SIZE & FORM OF THE ORGANIZATION:
There are three types of industry according to the size,
 Small-scale industry
 Medium-scale industry
 Large-scale industry
The size of an organization is mainly depends up on the investment.
From the data available from AEC LTD its share, capital is 32750000, which is more
then three crore. Looking at the characteristics of size of unit, we can say that AEC ltd. is a
large-scale unit. The form of any organization can be classified in following
Investment Type of Organization
< 1 crore Small scale
1 crore > & < 3 crore Medium scale
> 3 crore Large scale

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Form of Organization
SALE PARTNERSHIP COMPANY
TRADER FIRM ORGANIZATION
PRIVATE LTD PUBLIC LTD
COMPANY COMPANY
AEC was a partnership firm at its initial stage. After some time it was converted into
the private ltd Co. Right now, it is a public ltd co. Now it is an artificial person created by
law of which corporation is compulsory, with a common seal & a perpetual succession,
which facilitates transfer of shares too.

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Achievements :
 Backup roller bearings for Sendzimir Cold Strip Mills.
 Multi-raw cylindrical roller bearings and four row tapered roller
bearings for roll neck, application in rolling mills.
 Flush ground single row angular contact ball bearings.
 Precision class cylindrical roller bearings for machine tool spindle application.
 Thin section series ball bearings: 618..and 619. . . series.
 Axle and gear-box application bearings for Shakti-Mann trucks and Jonga-
Nissan Jeeps.
 Engine crank and other application bearings for battle tanks and armed
vehicles.
 Flexible roller bearings.
 Large dia, spherical roller thrust bearing. (e.g. 29424E & 29430E)

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PROMOTER’S BODY
 BOARD OF DIRETORS :
Mr. N. C .VADGAMA : Chairman & Executive Director
Mr. S. M. THANKI : Managing Director
Mr. R. R. BAMBHANIA : Joint Managing Director
Mr. J. R. BHOGAYTA : Executive Director
Mr. B. D. JOSHI : Non Executive Director
Dr. B. R. SUREJA : Non Executive Director
Mr. K. J. MEHTA : Non Executive Director
Mr. D. B. NAKUM : Non Executive Director
 AUDITORS :
DHIRUBHAI DAND & CO.
Chartered Accountants
Gokul Chambers Junagadh 362 001
 COST AUDITORS :
S.B.PARIKH & CO.
Cost Accounts, Vadodara
 BANKERS :
Bank of Baroda
Azad Chowk Branch, Junagadh
 REGISTERED & TRANSFER AGENT:-
SHAREPRO SERVICE
SATAM ESTATE, 3rd FLOOR, CARDINAL GRACIOUS ROAD
ANDHRI (EAST) MUMBAI 400 09

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PRODUCT RANGE
Single source for bearings:-
At AEC they manufacture over 7000 size/type of bearings used in several
industrial segments and they are constantly adding more items to their current wide range to
satisfy all customer’s rolling element bearing needs.
.
 Single and Double Row Deep Groove Ball Bearings
 Single and Double Row Angular Contact Ball Bearings
 Cylindrical Roller Bearings
 Spherical Roller Bearings: ( Single & Double Row)


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 PLANT LAYOUT
Plant layout means the arrangement of departments & equipment’s with in a factory.
It is concerned with the orderly arrangement of machines, work areas & service areas so as to
obtain the maximum output at the lowest possible cost. It involves maximum & effective
utilization of resources available in a factory. After the selection of factory site the factory
building is constructed at the selected site.
TYPES OF LAYOUT:
Process Product Hybrid Fixed Position
The “Austin Engineering Co. Ltd.” is following process layout. Here in this kind of
layout the operation manager must organize resources around the process. Here the centers
are located in such a way that they bring flexible flow operation.
In “Austin Engineering Co. Ltd.” this is best suitable layout because it has to serve
many different customers. More over demand level is somewhat unpredictable for
management to set aside human & capital resources exclusively for a particular product line
or type of customer.
In “Austin Engineering Co. Ltd.” the layout of the factory as a whole is factory
layout while the arrangement of various departments within factory is plant layout.
The process flowchart followed by the company is as followed in the next page:

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PRODUCTION PROCESS IN AEC
Raw material purchase
Testing of raw material
Cutting & Turing of roller
Assigning Hardness to races
Grinding of Races
Facing & lapping process
Super Finishing
Pressing
Inspection & Grading
Assembling, Cleaning & Branding
Storage & Dispatch

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MARKET SEGMENTATION
It is a process of dividing the total market for goods and services into small
groups, such that the members of each group are similar with respect to factors that influence
demand. It is a strategy of ‘divide and conquer’ i.e. dicing market in order to conquer them.
Its philosophy is something for everybody within practicable limits. It enables the market to
give better attention to the selection of the customer and offer an appropriate marketing mix
for each segment for a group of buyers having homogeneous demand.
In Austin, they have selected target market to satisfy the wants of customers. They
have divided the target market in different division.
 Indian defence department
 Steel plants and steel rolling mills
 Textile machinery manufactures
 Power plants
 Automotive industries
 Indian railways
 Process industries
 State road transport undertakings throughout India
 Overseas customer in the USA, the UK. EU nations etc.
 Replacement market/after market

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MAJOR CUSTOMERS
Following are the major customers of Austin Engineering Company limited
---------------------------------------------------------------------------------------------------------------------
SR.NO. NAME CITY
01) ASEA BROWN BOVERI LTD. NASIK
02) ASEA BROWN BOVERI LTD. BARODA
03) AUTOLEC INDUSTRIES LTD. MADRAS
04) ASIL INDUSTRIES LTD. JAIPUR
05) BAJAJ STEEL INDUSTRIES LTD. NAGPUR
06) BHANDARI FOILS PVT. LTD. DEWAS (MP)
07) BHARAT EARTH MOVERS LTD.
08) BHARAT HEAVY ELECTRICALS LTD. BHOPAL
09) BHARAT HEAVY ELECTRICALS LTD. TRICHI
10) BHILAI STEEL PLANT BHILAI
11) BOKARO STEEL PLANT BOKARO STEEL CITY
12) BHABHA ATOMIC ENERGY MUMBAY
13) C.V.R.D.E. CHENNAI
14) EICHER TRACTORS LTD. FARIDABAD
15) ESCORTS CONSTRUCTION EQUIPMENT LTD. FARIDABAD
16) FAIRFIELD ATLAS LTD. BELGAUM
17) GREAVES LIMITED PUNE
18) GODREJ & BOYCE CO. LTD. BOMBAY
19) GUJARAT SETCO CLUTCH LTD. BARODA
20) GUJARAT TRACTOR CORPN. LTD. BARODA
21) GUJARAT ELECTRICITY BOARD (GEB) GUJARAT
22) HERCULES HOISTS LTD. BOMBAY
23) HMT LTD. PINJORE (HARYANA)
24) INDIAN AIRLINES LTD. CHENNAI
25) INDIAN RAILWAYS PATIALA
26) INTERNATIONAL COMBUSTION (I) LTD. AURANGABAD
27) ITW SIGNODE INDIA LTD. RUDRARAM
28) I.S.R.O. TRIVENDRUM
29) JAI CORP LTD. NANDED
30) JEETSTEX ENGG. LTD. COIMBATORE
31) JINDAL STRIPS LTD. HISAR
32) KERALA AGRO MACH. CORPN. LTD. ATHANI/KALAMASSERY
33) KERALA AGRO MACH. COPRN. LTD. PALAKKAD
34) LAKSHMI AUTOMATIC LOOMS WOKS LTD. HOSOUR/POLLACHI
35) LAKSHMI MACHINE WORKS LTD. COIMBATORE
36) LAKSHMI SYNTHETIC MACH.MFG.LTD. COIMBATORE
37) L & T KOMATSU LTD. BANGLORE
38) METTUR THERMAL POWER STATION(TNEB) METTUR-DAM
39) NATIONAL STEEL INDUSTRIES LTD. INDORE (MP)
40) NEW ALLENBERRY WORKS CALCUTTA
41) NEYVELI LIGNITE CORPORATION LTD NEYVELI
42) OIL & NATURAL GAS CORPORATION KARAIKAL
43) OCL INDIA LTD., ORISSA
44) ORIENT ABRASIVES LTD., PORBANDAR
45) PARTAP TRACTORS LTD. BALLABGARH

Page 37
46) PUNJAB TRACTORS LTD. CHANDIGARH
47) RUCHI STRIPS & ALLOYS LTD. INDORE
48) RAJENDRA ELE. IND. LTD. BOMBAY
49) ROURKELA STEEL PLANT ROURKELA
50) REAL STRIPS LTD., AHMEDABAD
51) SAI INDIA LTD. BANGALORE
52) SAURASHTRA CHEMICALS & IND. LTD. PORBANDAR
53) STEELSWORTH LTD. CALCUTTA/TINSUKIA
54) STEEL TUBE OF INDIA LTD. DEWAS (MP)
55) SALEM STEEL PLANT SALEM
56) SOUTHERN RAILWAY CHENNAI
57) SINGARENI COLLIERIES CO. LTD. KOTHAGUDEM (AP)
58) TATA ENGG. & LOCOMOTIVE CO. LTD. PIMPRI, PUNE
59) TATA IRON & STEEL CO. LTD. JAMSHEDPUR
60) TUFF SEALS PVT. LTD. JAMSHEDPUR
61) TUBE PRODUCTS OF INDIA LTD. CHENNAI
62) USHA TELEHOIST LTD. BOMBAY/CALCUTTA
63) VOLTAS LIMITED THANE
64) VOLTAS LIMITED CHINCKPOKALI
65) VST TILLERS TRACTORS LTD. BANGALORE
66) VISAKHAPATNAM STEEL PLANT VISAKHAPATNAM
67) V N S INDUSTRIES PVT.LTD. DOMBIVALI
68) WESTERN COALFIELDS LTD. NAGPUR
 LIST OF DEFENCE CUSTOMERS :
01) ENGINE FACTORY AVADI, MADRAS
02) GUN CARRIAGE FACTORY JABALPUR
03) HEAVY VEHICLES FACTORY AVADI, MADRAS
04) MACHINE TOOL PROTOTYPE FACTORY AMBARNATH
05) CENTRAL ORDNANCE DEPOT DELHI CANTT
06) CENTRAL ORDNANCE DEPOT DEHU ROAD
07) CENTRAL ORDNANCE DEPOT KIRKEE, PUNE
08) DIRECTORATE GENERAL OF SUPPLIES &
DISPOSAL (DGS&D) NEW DELHI
09) TECHNICAL COMMITTEE (VEHICLES) NEW DELHI
10) VEHICLE FACTORY JABALPUR

Page 38
 RATE CONTRACT :
01) ALL INDIA STATE ROAD TRANSPORT UNDERTAKINGS (ASRTU)
NEW DELHI.
02) U.P. STATE SUGAR CORPORATION LTD.,
03) U.P. CO-OPERATIVE SUGAR FACTORIES FEDERATION LTD.
 EXPORT CUSTOMER :
01) AEC-EUROPE S.R.L. GENOA, ITALY
02) ABU-DHABI OIL FIELD SUPPLY CENTRE ABU-DHABI, U.A.E.
03) ASSOCIATED DYNAMIC LTD. U.S.A.
04) BEARINGS LIMITED NEW YORK 10606, U.S.A.
05) FAIRFIELD MANUFACTURING CO. U.S.A.
06) FORMSPRAG CLUTCH WRREN, U.S.A.
07) GRINSPON S.A.C.I.F.I.A. BUENOS AIRES,
ARGENTINA
08) GULF UNITED INC. TEXAS, U.S.A.
09) INDUSTRIAL TECTONICS RANCHO DOMINGHEZ,
U.S.A.
10) LEYLAND MOTORS TRADERS COLOMBO, SRILANKA
11) PARKER HANNIFIN CORP. OHIO, U.S.A.
12) PIETRO CARNAGHI ITALY
13) PRECISION BEARINGS & TRANSMISSION AUCKLAND, NEW
ZEALAND
14) R & M ENERY SYSTEMS TEXAS, U.S.A.
15) SANJEEVA AUTO SPARES KAGALLE, SRILANKA
16) TVS AUTO PARTS SRILANKA
17) R & M ENERGY SYSTEMS U.S.A.

Page 39
 Facilities provided by Company :
 Provident fund facility 12 % (12 + 12)
 Yearly Bonus 20 %
 15 days Gratuity per year (Starting From completing 5 years)
 30 days Leaves per year (18 PL + 12 CL)
 05 days medical leaves
 Dearness allowance
 HRA
 Tea allowance
 Washing allowance
 Medical allowance
 Attendance bonus
 2 Pair Uniform in a year
 Free bus service
 Free interest loan
 Cricket tournaments.
 Training in-house.
 Training at out side for specific employees.
 Get together (Lunch) programme with family in a year.
 All the employees are contributing one day salary in case of death of any employee.
In addition company is also providing 3 months salary to the nominee.
 Yearly one gift to all employee – Wall clock, Dish, Tiffin etc.
 Social camp i.e. Blood donation, Eye donation, medical health care in a year.
 Every year 1 K.g. sweet box to all employees on festival of Dashera.
 Providing education help to the children of employees providing books upto 12th
Standard.
 We are providing industrial training around 300 Students (BE, B-tech, Bsc-IT, BBA,
MBA, MLW, MSW etc.). Every year locate to the responsibilities to the society.

Page 40
SWOT ANALYSIS
 STRENGTH:
 The director are well experienced and technically qualified with well succession plan.
 The company is this line of business for more than 26 years and enjoys its brand name in
the market.
 The company has wide market network with established customer base.
 The company is a profit making and self performance are improving year after year.
 WEEKNESS:
 The industry is highly capital intensive and as such operating at the minimum economics
volume assumes greater significance. A decline in the capacity utilization would lead a
major negative impact on the operational parameters considering the huge initial capital
outlay.
 The manufactures are facing a threat from the serious parts manufactured who
manufacture duplicated parts and sell them in the names of popular brands in the
replacement market at a very low price.
 Steel and alloy steel are the basic raw-material for the bearings industry and their prices
are expected the upward trend in the coming future.
 A serious threat is being faced from imports due to decline in duty rates at the same time,
domestic manufactures are subject to the increased levels.
 Higher inventory holding also lead to increases in direct cost.

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 OPPORTUNITIES:
 The demand for bearing industry is derived from demand in two key user Segments-
automotive and industrial sector.
 India is one the fastest growing passenger car markets in the world and it is already the
second largest two wheeler manufacturer globally. The Indian domestic market will
continue to be dominated by small cars.
 The Indian economy has shown growth of average 8% or the last few years and is
respected to keep this growth trend over the next decade. Your company aims to leverage
this opportunity on its financial strength and its market leadership.
 THREATS:
 The counterfeiting of bearings is the biggest threat to the industry since these spurious
bearings affect business and brand image.
 Spurious bearings are of poor quality and are unsafe and unreliable.
 Spurious bearings mainly cater to the replacement market, which is price sensitive.
 This company is taking steps to curtail spurious trade by improved packing, creating
awareness and other necessary action.
 The significant increase in steel prices has resulted in pricing and margin pressure on
bearing manufactures.
 Dumping by particular in the auto sector is adding to the woes of the industry in India
which is already under the slowdown in the domestic economy.Such dumping affects the
replacement market as well as the OEM market

Page 42
Marketing
Department

Page 43
MARKETING DEPATMENT OF ORGANISATION
Marketing of the product is an quite essential factor in modern time without proper
marketing the product can not get enough output of sales. To have a wide marketing
organization is much important with a view to make more and more sales in product and by
that to earn more profit.
Marketing organization is to vital because organization cannot merely satisfied with
selling only, but with selling it because their duty to look after their effective factor of
production as cost, transportation other important factor.
It is necessary to decide quite properly regarding all this factor which can be done by
effective marketing organization.
The organization chart of marketing department of “AUSTIN ENGINEERING
COMPANY LIMITED” is as under:

Page 44
ORGANIZATION CHART
Chairman
Marketing Director
Marketing manager
Asst. Marketing Manager
Sales Officer
Dispatch Clerk Salesman
From the above we can clearly see that the chairman and managing directors then
comes marketing manager who looks after all the activities of marketing department and is
solely responsible for the result under him comes the assistant marketing manager who
guides and directs the sales department. Sales officer follows the assistant marketing
manager and also doing dispatching and selling with clerical staff and salesman.

Page 45
CHAPTER- 3
INTRODUCTION TO CUSTOMER
SATISFACTION

Page 46
MARKETING MIX
 INTRODUCTION:
According to some critics “market” means a place where buyers and sellers meet each
other and exchange the goods.
Marketing is a social and managerial process that involves identifying unsatisfied
need and wants of consumers, producing goods and services to satisfy those needs and wants,
determining appropriate price, promotion and distribution & maintaining reelection with
market is marketing. Every one terms about marketing management. So for each and every
company it is important to set out the marketing department.
It can be defined as a process of exchange of goods and services from producers to
customers to satisfy needs and organization providing its items has to market its product.
Marketing involves the activities such as advertising, publishing, promotion efforts,
distribution etc.
Thus the basic task of marketing is to satisfy ever increasing need and wants of
customer by carrying out systematic marketing process. Marketing mix is one of the key
concepts in modern marketing theory. In practice marketing mix are used by the company in
following ways.
1) The firm chosen the product first, that would meet the identified need of the chosen
consumer for target route.
2) Secondly it perform in selecting price mechanism to achieve the consummation of the
marketing process.
3) Thirdly, if perform various distribution place function like transportation,
warehousing, channel management etc., so that product can conveniently reach to the
consumer.
Thus the firm prepares an offer mix of product price, place and promotion which are
known as four elements of marketing mix.
 DEFINITION OF MARKETING MIX:
“Marketing mix is the set of marketing tools that the firm uses to purchase its
marketing objectives in the target”
-Philip Kotler

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 ELEMENTS OF MARKETING MIX:
Marketing mix has four elements.
a) Product mix
b) Price mix
c) Place mix
d) Promotion mix
A) Product mix
Product is a basic element of marketing. Two important of the product strategy
are.
1) To place a new product in the marketing i.e. product innovation.
2) To make change in the existing product i.e. product planning and development .
Product is the thing possessing utility. It has many components like
1) Product range
2) Product variety
3) Product quality
4) Feature
5) Brand name
6) Packaging etc.

Page 48
B) Price mix
Price is the valuation placed upon the product by the offered. It has to cover pricing,
discounts, allowances and terms of credit. It deals with price competition.
 Sub elements:-
1) Price list
2) Discount
3) Allowance
4) Payment period
5) Credit in terms etc.
C) Place mix
Distribution is the delivery of the product and right to consume. It include sub elements.
1) Channel of distribution
2) Transportation
3) Ware housing
4) Inventory
5) Location
D) Promotion mix
Promotion mix is the persuasive communication about the product by the offere to
the prospect. It cover the following sub-element.
1) Sales promotion
2) Advertising
3) Publicity
4) Personal selling

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MARKETING MIX IN A COMPANY
Marketing mix consist of four element viz product, price, place and promotion.
Hear in case of “Austin engineering company ltd.” All element are present but in
history of sources of this unit every element has played different role as we know.
“Austin engineering company ltd.” producing different types of bearings so less need
of promotional tools .
The main need of the marketing of “Austin engineering company ltd.” Is to delivery
the best quality of a product to right consumers at right place and for right price.

Page 50
Customer satisfaction
 Introduction
Whether the buyer is satisfied after purchase depend on the offers performance in relation to
the buyer expectation. In general satisfaction is a person's feelings of pleasure or
disappointment resulting from comparing a products perceived performance relation to
his/her expectations. If the performance falls short of expectation, the customer is
dissatisfied. If the performance matches the expectation customer is satisfied. If the
performance exceeds the expectation the customer is highly satisfied. Customer satisfaction
cannot be very difficult. After all you either satisfied with the services you receive or you are
not. If you don’t you are not. If it is that easy, then obtaining people's opinion about how
satisfied they are with relatively straightforward matter- or is it?. Customer satisfaction is a
marketing tool and a definite value-added benefit. It is often perceived by customers as
important as the primary product or service your organization offers. It looks at what is
involved from 3 different angles, the first is from the view of an organization wishing to
understand, and measures, how satisfied its customer are with the products and services they
receive from it. The second is from the perspective of are search agency that has been asked
to obtain feedback from customers and about their experiences when dealing with
companies. Finally it considers the issue from the perspective of consumers who participate
in surveys, including both business customers and members of general public.
 Defination:
“Customer satisfaction is a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key performance
indicator within business and part of the four prospective of balanced score card”

Page 51
 Why Customer satisfaction is important for businesses:
1.Customer satisfaction is a gateway to earning loyalty.
 Measuring customer satisfaction and loyalty are like comparing apples to oranges
because the former is a function of attitude while the latter goes much deeper.
 Loyalty is a belief that was formed from having a customer encounter good
experiences from your brand. Ensuring that a client is satisfied with every point of
interaction is a process that leads to loyalty down the road.
2. You must keep customers satisfied to maintain their loyalty.
 On average, it takes up to three years for a customer to become loyal to your business.
Once loyalty has been earned, it’s important not to slack off because these are clients
that can give you insights for improvement.
 More importantly, they are the best candidates for becoming your ambassadors, and
those who’ll keep coming back to buy from you during their lifetime—as long as you
keep them satisfied.
3. It’s a key metric for project management success.
 In project management, the key factors that are often given priority are time, scope,
and budget. Client satisfaction is important but it’s usually given mere lip service, and
not tied into the day -to-day decision-making process.
 But for a project to be called a real success, it’s important to check in with those for
whom it was created to begin with. Some questions to ask are the following: Is the
project proceeding as expected? Does your client prefer to do something else? Do
they have all the information they need?

Page 52
4. Measuring satisfaction lets you know if a client will buy from
you again.
 There’s a strong correlation between satisfaction and repeat business. Keeping new
customers happy will increase the likelihood of them buying from you again while
poor customer service on your part, then lowers the chances of them coming back.
5. Clients leave because of poor quality service more than price
considerations.
 The main reason for attrition is not changes in your price points, but bad customer
service experience.
 The good news here is that as long as you pay attention to your customer’s needs and
continue to “wow” them by exceeding their expectations, it’s easier to justify price
increases when the time comes.
 Impact factors on 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.

Page 53
CHAPTER-4
LITERATURE REVIEW

Page 54
LITERATURE REVIEW
 As Noted by Doran (2002) explain that It is imperative that we seek to examined
commonly accepted, western-based marketing theory in the context of different
countries to see whether such concepts explain the same phenomenon in consumers
from different countries. Whilst extensive research has been conducted on service
quality over the past two decades (e.g. Bitner, 1990; Cronin and Taylor, 1992;
Parasuraman, Zeithaml and Berry, 1988), relatively little attention has been paid to
issues surrounding service quality is non-western countries, like the Asian region
and particularly, Malaysia.
 Dube, Renaghan and Miller (1994) explain that knowledge gained in the service
quality literature, the work of Parasuaman, Zeithaml and Berry (1988) provides an
approach to defining and measuring service quality, known as SERVQUAL.
Incorporating five service quality dimensions of tangibles, reliability,
responsiveness, assurance and empathy, SERVQUAL has been well utilized within
the literature. This is being said however, it is important to note that SERVQUAL
has been found to possess certain limitations, particularly when applied across
different service industries (eg : Babakus and Boller, 1992; Schneider and White,
2004). For example, DINESERV for restaurants was developed by Stevens,
Knutson and Patton (1995), in response to findings that SERVQUAl was
inadequate for the ‘unique’ restaurant environment.
 Gilbert A. Churchill, Jr. and Carol Surprenant(1982) explain that Customer
satisfaction is necessary to include disconfirmation as an intervening variable
affecting satisfaction as is commonly argued, or whether the effect of
disconfirmation is adequately captured by expectation and perceived performance.

Page 55
 Magnus Söderlund, (1998) explain that Customer satisfaction and its consequences
on customer behavior revisited: The impact of different levels of satisfaction on
word‐of‐mouth, feedback to the supplier and loyalty.
 Rebekah Bennett, Sharyn Rundle‐Thiele,(2004) explain that Customer satisfaction
is an important issue for marketing managers, particularly those in services
industries. However, it appears that achieving customer satisfaction is often the end
goal, as evidenced by the emphasis on customer satisfaction surveys.”
 Kurt Matzler, Elmar Sauerwein(2002) explain that The factor structure of customer
satisfaction: An empirical test of the importance grid and the
penalty‐reward‐contrast analysis.
 Andreas Eggert, Wolfgang Ulaga, (2002) explain that customer satisfaction and
customer value to reduce the ambiguities surrounding both concepts. Investigates
whether customer value and satisfaction represent two theoretically and empirically
distinct concepts. Also addresses whether value is a better predictor of behavioral
outcomes than satisfaction in a business marketing context.

Page 56
 Dineserv Prior (1993) research suggests that not all service quality elements (within
tools such as SERVQUAL, DINESERV) are able to predict a consumer’s overall
service quality perceptions or (OSQ) (Oliva, Oliver and MacMillan, 1992).
Therefore, it is important to identify the importance of service quality and its
dimensions in determining overall service quality (OSQ), as perceived by
customers. By addressing this issue, firms can gain an understanding of the areas
they should concentrate on when seeking to improve their overall service quality
provisions (Oliva, Oliver and MacMillian, 1992). In the context of the fast food
industry, it appears likely that service quality dimensions from DINESERV will
positively effect overall service quality (OSQ) perceptions by Malaysian
consumers.

Page 57
CHAPTER-5
RESEARCH ABOUT CUSTOMER
SATISFACTION

Page 58
 PROBLEM STATEMENT:
To find out “Customer satisfaction of austin engineering company Ltd”, the one
way is Research Methodology. To deal with the customer and their preferences. We have
select 9 parameter according to company product its given below.
 Quality-wise satisfaction
 Price-wise satisfaction
 Packing-wise satisfaction
 Delivery-wise satisfaction
 Response of staff & communication satisfaction
 Complaint handling satisfaction
 Overall reputation of our Brand satisfaction
 Technical support during Enquiries satisfaction
 Post delivery service satisfaction
 OBJECTIVES OF THE STUDY:
The main objective of the study in Austin engineering company Ltd is
 To know the satisfactory level of customers of Austin engineering company.
 To know the preference of customer towards different products of the
company.
 To find out the major area of dissatisfaction.
 To know the present status of the suppliers in terms of their supplied material
and services.
 To collect and evaluate ideas and expectations of the customers for
improvement in suppliers performance.
 To enhanced the communication and co-operation between the internal
suppliers and their customers.

Page 59
 Research Design:
Descriptive research has been selected as research design as the study.
 Sample Design:
Non probability convenient sampling method has been selected to obtain data from
the customers.
 Sample size:
We have selected 40 from different areas as well as customer, but we got only 21
reply.
 Data collection:
There are mainly two types of method for data collection i.e.
 Primary:
. The primary data are those which are collected afresh and for the first time,
and thus happen to be original character.
 Secondary:
The Secondary data, on other hand, are those which have already collected
by someone else and which have already passed through the statistical process.
 Method:
 The Likert scale has been used for getting the responses through
questionnaire.

Page 60
 DATA COLLECTION INSTRUMENT:
Dt.
CUSTOMER FEED BACK FORM
To,
Dear Sirs,
We wish to improve our service and quality of bearings. Therefore, please let us
know where do we stand in satisfying your requirements.
Vice President (Mktg.)
Sr.
No.
Satisfaction
Parameters
Your Rating Reason for poor rating
5 4 3 2 1
1 Quality-wise
2 Price-wise
3 Packing-wise
4 Delivery-wise
5 Response of staff &
communication
6 Complaint handling
7 Overall reputation of
our Brand
8 Technical support
during Enquiries
9 Post delivery service
Suggestions for improving satisfaction level :
Rating Criteria : 5=Excellent. 4=Very Good. 3=Good. 2=Average. 1=Poor.
Please (√) tick mark in appropriate rating
Austin Engineering Company Ltd.

Page 61
CHAPTER-6
ANALYSIS
AND
INTERPRETATION

Page 62
 ANALYSIS AND INTERPRETATION:
Data analysis and interpretation are conduct according to customer feed back. The
criteria of satisfied or dissatisfied according customer rating of parameter. If the rating
Criteria: 5=Excellent. 4=Very Good. 3=Good than the customers are satisfied and Rating
Criteria: 2=Average. 1=Poor than the customers are dissatisfied. Over here the unit of
measurement is percentage.
We have send the questioner to40 customer at different different area of India. 21
customer forward the questioner. According that data we have conduct briefly analysis and
interpretation of all 9 parameters and overall satisfaction and dissatisfaction.
Sr.No.
User's satisfaction
parameters
(21) Customers' rating
5 4 3 2 1
Excellent
Very
good
Good Average Poor
1 Quality-wise 42.86 33.33 23.81 0.00 0.00
2 Price-wise 14.29 57.14 23.81 4.76 0.00
3 Packing-wise 38.10 42.86 19.05 0.00 0.00
4 Delivery-wise 23.81 42.86 23.81 4.76 4.76
5
Response of staff &
Communication
33.33 52.38 9.52 4.76 0.00
6 Complaint handling 23.81 57.14 19.05 0.00 0.00
7
Overall reputation of our
Brand
19.05 61.90 19.05 0.00 0.00
8
Technical support during
Enquiries
9.52 76.19 14.29 0.00 0.00
9 Post delivery service 4.76 76.19 14.29 4.76 0.00
Overall average percentage 23.28 55.56 18.52 2.12 0.53

Page 63
1.1 Satisfaction parameter about Quality-wise in Percentage
User's
satisfaction
parameters
5 4 3 2 1
Excellent
Very
good Good Average Poor Total
Quality-wise 42.86 33.33 23.81 0 0 100
The first parameter used to major overall consumer satisfaction is Quality of the
 Interpretation:
product We can see in above pie chart that the response given by the respondents
about quality is excellent according to 43%, very good according to 33%, good according to
24%, So we can say that according to this criteria customers are 100% satisfied in terms of
quality.
Quality-wise satisfaction
Average 0%
Poor 0%
Excellent 43%
Very good 33%
Good 24%
Excellent
Very good
Good
Average
Poor

Page 64
1.2 Satisfaction parameter about price-wise in percentage
User's
satisfaction
parameters
5 4 3 2 1
Excellent
Very
good Good Average Poor Total
price-wise 14.29 57.14 23.81 4.76 0 100
 Interpretation:
The second parameter used to major overall consumer satisfaction is Price of the
product We can see in above pie chart that the response given by the respondents about
quality is excellent according to 14%, very good according to 57%, good according to 24%,
average according to 5%, So we can say that according to this criteria customers 95% are
satisfied in terms of pries and 5% customers are dissatisfied in terms of pries.
Price-wise
Excellent
5
14%
Very good
4
57%
Good
3
24%
Average
2
5%
Poor
1
0%

Page 65
1.3 Satisfaction parameter about Packing -wise in percentage
User's
satisfaction
parameters
5 4 3 2 1
Excellent
Very
good
Good Average Poor
Total
Packing-
wise
38.10 42.86 19.05 0.00 0.00 100.00
 Interpretation:
The third parameter used to major overall consumer satisfaction is packing of the
So we can say that according to this criteria customers are 100% satisfied in terms of
packing.
Packing-wise
Excellent
5
38%
Very good
4
43%
Good
3
19%
Average
2
0%
Poor
1
0%

Page 66
1.4Satisfaction parameter about Delivery-wise in percentage
User's
satisfaction
parameters
5 4 3 2 1
Excellent
Very
good
Good Average Poor Total
Delivery-
wise
23.81 42.86 23.81 4.76 4.76 100.00
 Interpretation:
The fourth parameter used to major overall consumer satisfaction is Delivery of the
average according to 5% and poor according to 5%. So we can say that according to the is
criteria customers 90% are satisfied in terms of pries and 10% customers are dissatisfied in
terms of delivery.
5 Excellent
24%
4 Very good
43%
3 Good
24%
2 Average
4%
1 Poor
5%
Delivery-wise

Page 67
1.5 Satisfaction parameter about Response of staff & Communication in percentage.
User's
satisfaction
parameters
5 4 3 2 1
Excellent
Very
good
Response of staff &
Communication
33.33 52.38 9.52 4.76 0.00 100.00
Response of staff & Communication
Excellent
5
33%
Very good
4
52%
Good
3
10%
Average
2
5%
Poor
1
0%
 Interpretation:
The fifth parameter used to major overall consumer satisfaction is Response of staff
& Communication. We can see in above pie chart that the response given by the respondents
about quality is excellent according to 33%, very good according to 52%, good according to
10%, average according to 5%, So we can say that according to this criteria customers 95%
are satisfied in terms of pries and 5% customers are dissatisfied in terms of Response of staff
& Communication.

Page 68
1.6 Satisfaction parameter about Complaint handling in percentage
User's
satisfaction
parameters
5 4 3 2 1
Excellent
Very
good
Complaint
handling
23.81 57.14 19.05 0.00 0.00 100.00
 Interpretation:
The second parameter used to major overall consumer satisfaction is compliant
handling.
We can see in above pie chart that the response given by the respondents about
So we can say that according to this criteria customers 100 % are satisfied in terms of
compliant handling.
Complaint handling
Excellent
5
24%
Very good
4
57%
Good
3
19%
Average
2
0%
Poor
1
0%

Page 69
1.7 Satisfaction parameter about Overall reputation of company Brand in percentage.
User's
satisfaction
parameters
5 4 3 2 1
Excellent
Very
good
Overall
reputation
of our Brand
19.05 61.90 19.05 0.00 0.00 100.00
 Interpretation:
The second parameter used to major overall consumer satisfaction is Price of the
So we can say that according to this criteria customers 100% are satisfied in terms of
Overall reputation of company Brand
Overall reputation of our Brand
Excellent
5
19%
Very good
4
62%
Good
3
19%
Average
2
0%
Poor
1
0%

Page 70
1.8 Satisfaction parameter about Technical support during Enquiries in percentage.
User's
satisfaction
parameters
5 4 3 2 1
Excellent
Very
good
Technical
support
during
Enquiries
9.52 76.19 14.29 0.00 0.00 100.00
 Interpretation:
The eight parameter used to major overall consumer satisfaction is Technical support during
Enquiries. We can see in above pie chart that the response given by the respondents about
Technical support during Enquiries is excellent according to 10%, very good according to
76%, good according to 14%, So we can say that according to this criteria customers 100%
are satisfied in terms of pries Technical support during Enquiries
Technical support during Enquiries
Very good
4
76%
Good
3
14%
Excellent
5
10%
Average
2
0%
Poor
1
0%

Page 71
1.9 Satisfaction parameter about Post delivery service in percentage.
User's
satisfaction
parameters
5 4 3 2 1
Excellent
Very
good
Post delivery
service
4.76 76.19 14.29 4.76 0.00 100.00
 Interpretation:
The ninth parameter used to major overall consumer satisfaction is Post delivery
service. We can see in above pie chart that the response given by the respondents about
average according to 5% and poor according to 5%. So we can say that according to the is
criteria customers 95% are satisfied and 5% customers are dissatisfied in terms of Post
delivery service
Post delivery service
Excellent
5
5%
Very good
4
76%
Good
3
14%
Average
2
5%
Poor
1
0%

Page 72
1.10 Overall average percentages
 Interpretation:
The analysis and interpretation of above data we can says in above bar chart that the
response given by the respondents about excellent overall percentage according to 23%, very
good according to 57%, good according to 18%, average according to 2% and poor according
to 1%. So we can say that according to the is criteria customers 97% are satisfied and 3%
customers are dissatisfied in overall average percentage
Overall
average
percentage
5 4 3 2 1
Excellent
Very
good
23.28 55.56 18.52 2.12 0.53 100.00
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Series1 23.28 55.56 18.52 2.12 0.53
Excellent Very good Good Average Poor
5 4 3 2 1

Page 73
CHAPTER-7
FINDING

Page 74
 FINDING:
 100% customers are satisfied in terms of quality.
 95% customers are satisfied and 5% customers are dissatisfied in terms of price.
 100% customers are satisfied in terms of packing.
 90% customers are satisfied and 10% customers are dissatisfied in terms of delivery.
 95% customers are satisfied and 5% customers are dissatisfied in terms of response
of staff & communication.
 100% customers are satisfied in terms of complaint handling.
 100% customers are satisfied in terms of overall reputation of company brand.
 100% customers are satisfied in terms of price technical support during enquiries.
 95% customers are satisfied and 5% customers are dissatisfied in terms of post
delivery service.
 The analysis and interpretation of above data of overall average percentage the 97%
customers are satisfied in all of nine terms and the 3% costumers are dissatisfied.
 Company can improve its customers satisfaction level to 100% if it can minor
improve its
 Delivery
 Price
 Response of staff & Communication
 Post delivery service

Page 75
 LIMITATION OF THE STUDY:
 The time given to the customer was only 15 for the fill up the Questionnaire
 Sample size is only 21, which may not represent the overall population.
 Even the respondents may give biased answers.
 Resource and cost constraints

Page 76
CHAPTER-8
CONCLUSION

Page 77
CONCLUSION
After analyzing each department of this company, I can conclude that at AEC, every
employee values the customers and that has resulted in 100% customer satisfaction &
retention over the past 30 years. They involve their customer at the design stage and help
develop the bearings that will stand the rigorous environment resulting in no downtime.
Product range of this company is very high. There is no any case of conflict or grievances in
the history of the company. The workers are highly satisfied with the wage and salary system
& the welfare policies adopted by the company.
The marketing department of the company needs no reference because the company's
product is in full demand and the personnel are highly experienced and worth. The company
is also involved in export business. There is a constant increase in the sales & profit of the
company. Moreover, company has not issue any preference share or debentures till now.
Austin Engineering Company Limited is highly dedicated to each & every segment of
the unit whether its marketing, production, human resource or finance. The customers of
AEC ltd are delighted to work with them at every stage. The experienced & competent
employees attend to their clients from all over the world from the first inquiry to the delivery
of the bearings.
Due to this constant performance, the company occupies a strong position in the ball
bearing industry as a whole especially among the top twenty companies of this field in India.
So according to me the future of this company is very bright & prosperous.

Page 78
CHAPTER-9
LEARNING FROM SIP

Page 79
LEARNING FROM STUDY
 FROM THE PROJECT:
This wonderful "Industrial Training" is like a misty fortune of mine that come to true to work
in such a reputed organization where one can reap the harvest of his/her effort.
I really oblige each personnel working there for their warm support whenever required and to
Industry, of course, for providing the platform on which I can build my future
progress…Real people and Real work…is what I have gained from this Industry as most of
the graduates unaware in beginning like me. Hard work and innovative ideas are the basic
needs of any Trainee and here is the place to put them together in right manner.
As I find SUMMER INTERNSHIP PROGRAM is the best opportunity for students to
demonstrate their MASTER DEGREE achievements.
Behavioral Sense, Communication Skill, Freshness…and all that stuff that gives a chance to
traditional personnel to move up in life like Executive of future I mean all virtues are there,
but what one require to have an opportunity to grasp them up…so, that's mine opportunity to
touch the same.
 APART FROM THE PROJECT:
 I was a bit impulsive by nature in the initial period of SIP but this training proved to
be very profitable for me as I learned two very important skills - patience and
tolerance.
 During my training, interpersonal skills is one of the most important learning that I
have gained. As this skill can either make or break the career. We are a social being
and the virtue of humility and mutual cooperation is a must in making.
 I learned to adjust to different working places and conditions and also learned the
importance of being assertive and not aggressive.
 Apart from these, Discipline and Punctuality are the other two values that have to be
imbibed in us for a successful career and a person.

Page 80
CHAPTER-10
BIBLIOGRAPHY

Page 81
BIBLIOGRAPHY
Production management --- S. A. Chunawalla & K.C. Sethia
Marketing Management --- Philip kotler
Advertising Management --- S.A. Chunawalla & K.C. Sethia
Company site: - --- www.aec-bearings.com
Web site --- ssrn.com

HIREN DEVALIYA

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