This document contains a summary of a student's summer internship report on dealer satisfaction at J.K.D. Plastics. It includes: 1. A certificate from the student's guide certifying the work was done under their supervision for a BBA program. 2. An acknowledgement from the student thanking those who contributed, including their internal guide. 3. A declaration from the student stating the report is their original work. The report then provides an introduction to the plastics industry, WPC products, and J.K.D. Plastics company. It discusses the conceptual framework around distribution channels and dealer satisfaction. The methodology examines dealer satisfaction through primary and secondary research

1. CERTIFICATE
This is to certify that the Summer Internship Report titled “Dealer satisfaction at J.K.D.
Plastics” submitted by ___________ Roll No. __________ in
________________________ for the partial fulfilment of the requirement of the Bachelor
of Business Administration, embodies the bonafide work done by him under my
supervision.
I also declare that this project is a result of his effort and no part of this project work has
been published earlier for any degree or diploma for any institute or university.
Guide:
Signature:
Date:

2. 2
ACKNOWLEDGEMENT
A lot of efforts have gone into Summer Internship Report. My thanks are due to many
people with whom I have been closely associated. With immense pleasure, I would like to
present this Summer Internship report for “Dealer satisfaction at J.K.D. Plastics”
I would also like to thank my internal guide _____________ for providing me support
and knowledge for the completion of this project.
I would also like to thank to all those who have contributed in completing this project.

3. 3
DECLARATION
I hereby declare that this Project Report titled “Dealer satisfaction at J.K.D. Plastics”
submitted by me to_____________________ is a bonafide work undertaken by me and
has not been submitted to any other University or Institution for the award of any degree
diploma / certificate or published any time before.
_______________

4. 4
TABLE OF CONTENT
S No Topic Page No
1. Summer Internship Certificate 2
2. Certificate 3
3. Acknowledgements 4
4. Declaration 5
5.
Chapter-1: Introduction
1.1 Introduction to Industry
1.2 Introduction to Company
7-12
6.
Chapter-2: Conceptual Discussion
2.1 Introduction
2.2 Nature of problem
2.3 The Market function
2.4 Concept of Distribution Channels in Marketing
2.5 Review of Literature
14-23
7.
Chapter-3: Research Methodology
3.1 Title
3.2 Title Justification
3.3 Objective of study
3.4 Research Methodology
3.4.1 Research Design- Exploratory
3.4.2 Data Collection-
 Primary Data
 Secondary Data
3.5 Limitation of Study
24-25
8. Chapter-4: Analysis 26-39
9. Chapter-5: Findings 40-41
10. Chapter-6: Suggestions/ Recommendations 42
11. Chapter-7: Conclusions 43

5. 5
CHAPTER 1: INTRODUCTION
1.1: INTRODUCTION TO INDUSTRY
There has been a long history of WPC/PVC product in world market because it is being
widely use in different applications such as Decking, Outdoor Furniture, Façade, Kitchen
and Doors in many countries. Its demand has grown with the growth of civilization, and it
has become an alternative of wood and wood products, where the material required as
resistant to water/moisture.
But, this product is in nascent stage in India, or you can say it is just 4 to 5 years old for
Indian furniture industry. An estimated study by BSMR hints that PVC/WPC is the one of
the fastest growing furniture material at around 1000 Crore market size with presence of
around 100 establishments. With small investment and no strict norms for setting up plant
or availability of raw materials, its manufacturers are mushrooming almost every corner
in India.
Right from the beginning, Indian PVC board producers are promoting this product as an
alternate to plywood and they are drumming it as crusader of environment as it saves
wood. Even Plywood, MDF and Particle Boards are eco-friendly products because it is
made of plantation timber, grown by farmers, and also saves forest wood and
environment. However, WPC/PVC boards are successfully created its space among pan
India plywood shops, although it is very small, because the quality of genuine grade
marine IS 710 plywood is being detoriated to worst level and market is flooded with fake
IS 710 grade plywood. These products reach to users through the same plywood dealers
and carpenters. This development has given a route to WPC/PVC products in furniture
industry resulting to a successful growth story of this product in India in short period of
time.

6. 6
WHAT IS WPC?
Wood-plastic composites (WPCs) are composite materials made of wood fibre/wood
flour and thermoplastics which includes PE, PP, PVC, and PLA.
In addition to wood fibre and plastic, WPCs can also contain other lingo-cellulosic and/or
inorganic filler materials. WPCs are a subset of a larger category of materials called
natural fibre plastic composites (NFPCs), which may contain no cellulose-based fibre
fillers such as pulp fibres, peanut hulls, bamboo, straw, digestive, etc.
Chemical additives seem practically "invisible" (except mineral fillers and pigments, if
added) in the composite structure. They provide for integration of polymer and wood
flour (powder) while facilitating optimal processing conditions.
In recent years, people in the flooring industry starts referring to WPC as a type of floor
that has a basic structure of top vinyl veneer plus a rigid extruded core (the core can be
made without any wood fibre). WPC is now an established product category within
LVT. This type of WPC is different than the WPC decking and is not intended for
outdoor usage.
USES OF WPC
Wood-plastic composites are still new materials relative to the long history of natural
lumber as a building material. It is used for railings, fences, landscaping
timbers, cladding and siding, moulding and trim, window and door frames, and
indoor furniture. Wood-plastic composites were first introduced into the decking market
in the early 1990s. Manufacturers claim that wood-plastic composite is more
environmentally friendly and requires less maintenance than the alternatives of solid
wood treated with preservatives or solid wood of rot-resistant species. These materials
can be moulded with or without simulated wood grain details.
PRODUCTION
Wood-plastic composites (WPCs) are produced by thoroughly mixing ground wood
particles and heated thermoplastic resin. The most common method of production is to
extrude the material into the desired shape, though injection moulding is also used. WPCs

7. 7
may be produced from either virgin or recycled thermoplastics
including HDPE, LDPE, PVC, PP, ABS, PS and PLA. Polyethylene-based WPCs are by
far the most common. Additives such as colorants, coupling agents, UV
stabilizers, blowing agents, foaming agents, and lubricants help tailor the end product to
the target area of application. Extruded WPCs are formed into both solid and hollow
profiles. A large variety of injection moulded parts are also produced, from automotive
door panels to cell phone covers.
In some manufacturing facilities, the constituents are combined and processed in a
pelletizing extruder, which produces pellets of the new material. The pellets are then re-
melted and formed into the final shape. Other manufacturers complete the finished part in
a single step of mixing and extrusion.
Due to the addition of organic material, WPCs are usually processed at far lower
temperatures than traditional plastics during extrusion and injection moulding. WPCs
tend to process at temperatures of about 50 °F (28 °C) lower than the same, unfilled
material, for instance. Most will begin to burn at temperatures around 400 °F
(204 °C). Processing WPCs at excessively high temperatures increases the risk of
shearing, or burning and discoloration resulting from pushing a material that’s too hot
through a gate which is too small, during injection moulding. The ratio of wood to plastic
in the composite will ultimately determine the melt flow index (MFI) of the WPC, with
larger amounts of wood generally leading to a lower MFI.

8. 8
ADVANTAGES AND DISADVANTAGES
WPCs do not corrode and are highly resistant to rot, decay, and Marine Borer attack,
though they do absorb water into the wood fibres embedded within the material. Water
absorption is more pronounced in WPCs with a hydrophilic matrix such as PLA and also
leads to decreased mechanical stiffness and strength. The mechanical performance in a
wet environment can be enhanced by an acetylation treatment. WFCs have good
workability and can be shaped using conventional woodworking tools.
WPCs are often considered a sustainable material because they can be made
using recycled plastics and the waste products of the wood industry. Although these
materials continue the lifespan of used and discarded materials, they have their own
considerable half-life; the polymers and adhesives added make wood-plastic composite
difficult to recycle again after use. They can however be recycled easily in a new wood-
plastic composite, much like concrete. One advantage over wood is the ability of the
material to be moulded to meet almost any desired shape.
A WPC member can be bent and fixed to form strong arching curves. Another major
selling point of these materials is their lack of need for paint. They are manufactured in a
variety of colours, but are widely available in greys and earth tones. Despite up to 70 per
cent cellulose content (although 50/50 is more common); the mechanical behaviour of
WPCs is most similar to neat polymers. Neat polymers are polymerized without added
solvents. This means that WPCs have a lower strength and stiffness than wood, and they
experience time and temperature-dependent behaviour. The wood particles are susceptible
to fungal attack, though not as much so as solid wood, and the polymer component is
vulnerable to UV degradation. It is possible that the strength and stiffness may be reduced
by freeze-thaw cycling, though testing is still being conducted in this area. Some WPC
formulations are sensitive to staining from a variety of agents.

9. 9
1.2: INTRODUCTION TO J.K.D.PLASTICS
JKD Plastics are one of the leading manufacturers and suppliers of WPC board, Hybrid
Board, PVC Celuka board, Imitation Faux PVC Marble sheet. J.K.D PLASTICS started it
operations in 2014 with the aim of manufacturing and providing best quality PVC/WPC
foam board in the emerging industry in India. JKD Plastics is a Panipat (Haryana) based
firm. It manufactures the product with a team of expert engineers and technicians. The
product of the firm is available all over the India with best price available. JKD Plastics is
known for their quality product, standardized deviation and quality services provided.
Vision
The vision is to deliver products that are an epitome of excellence both in terms of utility
and appearance. We are committed to build an unwavering repute through cordial client
relationships and adherence to work ethics.
Mission:
 To always bring forth an up-to-date and innovative product range.
 To remain in sync with the constantly changing market trends.
 To earn the trust of customers through our diverse product range & our services.
 To develop products with high aesthetic appeal to match the needs of architects and
art connoisseurs.
 To develop a long term bond of trust and association with our clientele, employees,
vendors, and society.
 To fortify the brand name.
Values
Quality
It is obligated to provide quality in every scenario. This requirement is attended though
continuous up gradation of our work process.

10. 10
Innovation
Their indigenous working methods and state-of-the art technology assist us in providing
highly innovative and unique solutions. They maintain creativity and acquire latest
techniques to uphold innovation both in our processes and products.
Honesty
They are known for our integrity in the market. Their employees uphold our business
values and maintain an ethical environment.
Sustainability
In their every endeavour, they take into account the environmental impact and undertake
measures to minimize it to the lowest level. The methods and technology adopted at JKD
Plastics are clean and eco-friendly.

11. 11
1.2.2 PRODUCT LINE OF THE COMPANY
1. PVC/WPC FOAM BOARD
Thickness /
Quality
CLASSIC PRIME PRIME PLUS
5 MM 7 kg - -
6 MM 8.5 kg 10 kg 12 kg
8 MM 11.5 kg 13.5 kg 15 kg
12 MM 17 kg 20 kg 23 kg
18 MM 25 kg 30 kg 36 kg
24 MM - 40 kg -
2. 3-D PVC SHEETS
The company has 3mm and 5mm thick 3-D PVC Sheet. It has numerous styles and
designs. These sheets are used in wall panelling and interior designing.

12. 12
CHAPTER 2: CONCEPTUAL DISCUSSION
2.1 Introduction
In today’s economy all manufacturers need to pay attention on how to build strong long-
term relationship with their dealers’ chain. In fact, it has been demonstrated that short
term policies aimed to provide dealers immediate benefits (e.g. price discounts) may
prevent the development of long term and fruitful relationships. Also supporting dealers
in promoting manufacturers’ products has been proved as a suitable strategy in the long
run.
These issues have been debated in the field of Distribution Channel management. In
particular, researchers emphasised that manufacturers cannot ignore in designing long
term growth-oriented policies, strategies aimed dealers’ satisfaction. Furthermore, in
order to successfully plan business growth, it has been remarked literature the central role
played by communication is likely to affect the relationship between organizations and its
own dealers structure.
Such remarks suggest that in order to effectively build a long term relationship with an
own dealers’ chain, a manufacturer has to adopt a systematic approach aimed to foster
market consensus on aside, and mutual benefits on the other side. In particular, in the
innovative and revolutionary high-tech industry, manufacturers in order to achieve the
desired sales revenues cannot ignore the need to continuously promote activities aimed to
both update dealers employees’ skills and motivation.
This paper is the result of a research project conducted by the researcher with a
manufacturer operating in the construction company. It is based on the hypothesis that in
order to successfully support dealers, manufacturers has to design long term oriented
policies aimed to build up a growing potential customers’ awareness of company product
a side, and increase dealers’ employee skills and motivation on other side.

13. 13
2.2 Nature of the problem
The efficiency and success of many organizations may be strongly based on the
distribution channels. This structure involves different agents and distinct organization
that, despite the convergence in the objective to offer a certain product, may have
conflicting interests.
A marketing channel or distribution channel is a “set of interdependent organizations
involved in the process of making a product or service available for use or consumption”
and the members of the channel depend on each other to make their job (idem). The
correct management of these agents is, therefore, a fundamental issue.
Attending their purpose of providing products and services for the use or consumption
and satisfying the final market users- no matter if they are consumers or industry buyers-
a large amount of channel structure makes use of brokers that execute some kind of role
on the products and service distribution.
It emphasize the importance of channels that link specific activities which are connected
to the functions of distribution and final users necessity serving, dividing these cause
based on the demand and supply. Therefore it is obvious to keep the channel members
satisfied and motivated to keep the momentum of the business going. Any disturbance on
this may cause loss on the sales or even losing the channel member.
Considering this fact, the study was pertaining to the satisfaction of the dealers of JKD
Plastics in Haryana and Delhi region.

14. 14
2.3 The Marketing function
Marketing is concerned with identifying and satisfying customers’ needs at the right
price. Marketing involves researching what customers want and analysing how the
organisation can satisfy these wants. Marketing activities range from the ‘strategic’,
concerned with the choice of product markets (and how to compete in them, for example,
on price or product differentiation) to the operational, arranging sales promotions (e.g.,
offering a 25 per cent discount), producing literature such as product catalogues and
brochures, placing advertisements in the appropriate media and so on. A fundamental
activity in marketing is managing the Marketing Mix consisting of the ‘4Ps’: Product,
Price, Promotion and Place.
 Product. Having the right product in terms of benefits that customers value.
 Price. Setting the right price which is consistent with potential customers’
perception of the value offered by the product.
 Promotion. Promoting the product in a way which creates maximum customer
awareness and persuades potential customers to make the decision to purchase the
product.
 Place. Making the product available in the right place at the right time – including
choosing appropriate distribution channels.
In order to be successful, a business enterprise must either have a lower price than its
competitors, or a product that is in some way superior – or both! A competitive strategy
based on low price is known as a cost leadership strategy. A competitive strategy based
on developing a superior product is known as a differentiation strategy.

15. 15
2.4 Concept of Distribution Channels in Marketing
The Importance of Distribution:
Most producers use intermediaries to bring their products to market. They try to develop a
distribution channel (marketing channel) to do this. A distribution channel is a set of
interdependent organizations that help make a product available for use or consumption
by the consumer or business user. Channel intermediaries are firms or individuals such as
wholesalers, agents, brokers, or retailers who help move a product from the producer to
the consumer or business user.
Distribution decisions can sometimes give a product a distinct position in the market. The
choice of retailers and other intermediaries is strongly tied to the product itself.
Manufacturers select mass merchandisers to sell mid-price-range products while they
distribute top-of-the-line products through high-end department and specialty stores.
Functions of Distribution Channels:
Distribution channels perform a number of functions that make possible the flow of goods
from the producer to the customer.
 Channels provide time, place, and ownership utility.
 They make products available when, where, and in the sizes and quantities that
customers want.
 Distribution channels provide a number of logistics or physical distribution
functions that increase the efficiency of the flow of goods from producer to
customer.
 Distribution channels create efficiencies by reducing the number of transactions
necessary for goods to flow from many different manufacturers to large numbers
of customers.
 The transportation and storage of goods is another type of physical distribution
function.
 Channel intermediaries also perform a number of facilitating functions, functions
that make the purchase process easier for customers and manufacturers.

16. 16
 Intermediaries often provide customer services such as offering credit to buyers
and accepting customer returns. Customer services are oftentimes more important
in B2B markets in which customers purchase larger quantities of higher-priced
products.
 Some wholesalers and retailers assist the manufacturer by providing repair and
maintenance service for products they handle.
 Channel members also perform a risk-taking function. If a retailer buys a product
from a manufacturer and it doesn’t sell, it is “stuck” with the item and will lose
money.
 Last, channel members perform a variety of communication and transaction
functions. Wholesalers buy products to make them available for retailers and sell
products to other channel members.
Channels:
A number of alternate ‘channels’ of distribution may be available:
 Selling direct, such as via mail order, Internet and telephone sales
 Agent, who typically sells direct on behalf of the producer
 Distributor (also called wholesaler), who sells to retailers
 Retailer (also called dealer or reseller), who sells to end customers
 Advertisement typically used for consumption goods.
Channel Members:
 Distribution channels can have a number of levels. Kotler defined the simplest
level that of direct contact with no intermediaries involved, as the ‘zero-level’
channel.
 The next level, the ‘one-level’ channel, features just one intermediary; in
consumer goods a retailer, for industrial goods a distributor. In small markets
(such as small countries) it is practical to reach the whole market using just one-
and zero-level channels.

17. 17
 In large markets (such as larger countries) a second level, a wholesaler for
example, is now mainly used to extend distribution to the large number of small,
neighborhood retailers.
Wholesaling
Wholesaling is all activities involved in selling products to those buying for resale or
business use. Wholesaling intermediaries are firms that handle the flow of products from
the manufacturer to the retailer or business user.
Wholesaling intermediaries add value by performing one or more of the following
channel functions:
 Selling and Promoting
 Buying and Assortment Building
 Bulk-Breaking
 Warehousing
 Transportation
 Financing, Risk Bearing
 Market Information – giving information to suppliers and customers about
competitors, new products, and price developments
 Management Services and Advice – helping retailers train their sales clerks,
improving store layouts and displays, and setting up accounting and inventory
control systems.
Independent Intermediaries:
Independent intermediaries do business with many different manufacturers and many
different customers. Because they are not owned or controlled by any manufacturer, they
make it possible for many manufacturers to serve customers throughout the world while
keeping prices low.

18. 18
Merchant Wholesalers:
Merchant wholesalers are independent intermediaries that buy goods from manufacturers
and sell to retailers and other B2B customers. Because merchant wholesalers take title to
the goods, they assume certain risks and can suffer losses if products get damaged,
become out-of-date or obsolete, are stolen, or just don’t sell. At the same time, because
they own the products, they are free to develop their own marketing strategies including
setting prices. Merchant wholesalers include full-service merchant wholesalers and
limited-service wholesalers. Limited-service wholesalers are comprised of cash-and-carry
wholesalers, truck jobbers, drop shippers, mail-order wholesalers, and rack jobbers.
Merchandise Agents or Brokers
Merchandise agents or brokers are a second major type of independent intermediary.
Agents and brokers provide services in exchange for commissions. They may or may not
take possession of the product, but they never take title; that is, they do not accept legal
ownership of the product. Agents normally represent buyers or sellers on an on-going
basis, whereas brokers are employed by clients for a short period of time. Merchandise
agents or brokers include manufacturers’ agents (manufacturers’ reps), selling agents,
commission merchants, and merchandise brokers.
Manufacturer-Owned Intermediaries
Manufacturer-owned intermediaries are set up by manufacturers in order to have separate
business units that perform all of the functions of independent intermediaries, while at the
same time maintaining complete control over the channel. Manufacturer-owned
intermediaries include sales branches, sales offices, and manufacturers’ showrooms. Sales
branches carry inventory and provide sales and service to customers in a specific
geographic area. Sales offices do not carry inventory but provide selling functions for the
manufacturer in a specific geographic area. Because they allow members of the sales
force to be located close to customers, they reduce selling costs and provide better
customer service. Manufacturers’ showrooms permanently display products for customers
to visit.

19. 19
Vertical Marketing Systems
A vertical marketing system (VMS) is a distribution channel structure in which
producers, wholesalers, and retailers act as a unified system. One channel member owns
the others, has contracts with them, or has so much power that they all cooperate. A
conventional distribution channel consists of one or more independent producers,
wholesalers, and retailers. A vertical marketing system, on the other hand, provides a way
to resolve the channel conflict that can occur in a conventional distribution channel where
channel members are separate businesses seeking to maximize their own profits—even at
the expense sometimes of the system as a whole. The VMS can be dominated by the
producer, wholesaler, or retailer.
CONVENTIONAL
MARKETING
CHANNEL
CONSUMER
RETAILER
WHOLESELLER
MANUFACTURER
VERTICAL
MARKETING
SYSTEM
MANUFACTURER
WHOLESELLER
RETAILER
CONSUMER

20. 20
2.5 REVIEW OF LITERATURE
Channel satisfaction and its consequent impact on channel relationships has been an
important concern of both practitioners as well as researchers during the last three
decades. This is in reaction to a worldwide trend towards building closer, and more
integrated relationships between manufacturers and channel intermediaries. It is being
realized that one of the major prerequisites for achieving effective integration of channel
operations is the existence of high levels of commitment to the relationships. The focus of
managerial decisions with regard to channel management has thus shifted to a large
extent on creating and maintaining relationship commitment.
As Morgan and Hunt (1994) in their seminal work on channel commitment has put it
“relationship commitment is central to all the relational exchanges between the firm and
its various partners.”
Drawing from studies from diverse domains such as marriage, social exchange,
organizational behaviour etc. they feel that, “Commitment and trust are very important
because they encourage marketers to
 Work at preserving relationship investments by cooperating with existing partners
 Resist attractive short term alternatives in favour of the expected long-term
benefits of staying with existing partners, and
 View potential high-risk actions as being prudent because of the belief that their
partners will not act opportunistically”
Channel satisfaction is undoubtedly a major factor that could lead to greater levels of
channel commitment. Channel member satisfaction is defined as an overall positive
effective state resulting from the appraisal of all aspects of a firm’s working relationship
with another firm (e.g. Frazier, Gill and Kale 1989). However, there exists considerable
variation among channel theorists on the exact definition of channel satisfaction
(Andaleeb, 1995).
In order to reduce this apparent variation in conceptualization, Geyskins and Steenkamp
(2000) proposed a two way classification of channel satisfaction wherein satisfaction is
defined in terms of its economic antecedents and social antecedents. Economic
satisfaction is defined as “a channel member’s evaluation of economic outcome that flows

21. 21
from the relationship with its partners such as sales volume, margins and discounts.”
Social satisfaction on the other hand is defined as a channel member’s “evaluation of the
psychological aspects of its relationship in that interaction with the exchange partner is
fulfilling, gratifying and facile.”
When we talk about customer service and/or satisfaction, we talk about
creativity. Creativity allows us to handle or diffuse problems at hand or later on in the
process of conducting the everyday business. We talk about how, or rather what, does the
organization have to do to gain not only the sale but also the loyalty of the customer. We
want to know the payoff to the transactions both in the short and long term. We want to
know what our customers want. We want to know if our customers are satisfied.
Satisfaction, of course, means that what we delivered to a customer met the customer’s
approval. We want to know if customers are delighted and willing to come back, and so
on.
As important as delightfulness is, some of us minimize it, or even totally disregard it. At
this point, we fail. Some of the issues that will guarantee failure in sales, satisfaction, and
loyalty are:
 Employees must adhere to rigid chain of command
 Employees are closely supervised
 Conflict- in whatever form- is not allowed
 Wrong objectives are measured

22. 22
CHAPTER 3: RESEARCH METHODOLOGY
3.1 Title
The title of my study is “Dealer satisfaction at J.K.D. Plastics”
3.2 Title Justification
I chose this topic because distribution channel has very great significance in the working
of an organisation. It not only helps the sales to grow but directly/indirectly impact all
other departments in an organisation.
3.3 Objective of study
The main objective of the study is to estimate the dealers’ satisfaction of JKD plastics and
if not, in which areas they are not satisfied with the service of the company.
3.4 Research Methodology
3.4.1 Research Design - Exploratory
Exploratory research is research conducted for a problem that has not been studied more
clearly, intended to establish priorities, develop operational definitions and improve the
final research design.
Exploratory research helps determine the best research design, data-collection method
and selection of subjects. It should draw definitive conclusions only with extreme caution
given its fundamental nature.
Exploratory research often relies on techniques such as:
 Secondary research - such as reviewing available literature and/or data
 Informal qualitative approaches, such as discussions with consumers, employees,
management or competitors.

23. 23
 Formal qualitative research through in-depth interviews, focus groups, projective
methods, case studies or pilot studies.
In this study Exploratory research is done. A questionnaire is filled by the dealers of the
firm and at last qualitative study is done.
3.4.2 Data Collection-
 Primary Source: A primary source provides direct or first-hand evidence
about an event, object, person, or work of art. Primary sources include historical
and legal documents, eyewitness accounts, and results of experiments, statistical
data, pieces of creative writing, audio and video recordings, speeches, and art
objects.
 Secondary Source: Secondary sources describe, discuss, interpret, comment
upon, analyse, evaluate, summarize, and process primary sources. Secondary
source materials can be articles in newspapers or popular magazines, book or
movie reviews, or articles found in scholarly journals that discuss or evaluate
someone else's original research.
The primary data was generated through the questionnaire by soliciting the response of
the dealers of JKD Plastics.
3.5 Limitation of Study
The limitations are as follows:
 The study is based on 10 dealers in Haryana and Delhi.
 Since the study was within a period of 8 weeks, time factor was a major
constraint.
 This study was based on the assumption that the respondents will always be
truthful and correct but this assumption might not be true always.
 The sample size cannot represent the features and characteristics of the universe to
its entirety.

24. 24
CHAPTER 4: ANALYSIS
1.
Experience in Dealership
Sl. No. Criteria No. of respondents
1 1-4 years 6
2 5-6 years 1
3 7-8 years 2
4 Above 8 years 1
TOTAL 10
The experience of the dealers matters a lot in this analysis to find the degree of dealers’
satisfaction. The percentage analysis gives the percentage of their experience in their
dealership and if it is higher the analysis have the higher value.
Out of 10 dealers only 1 has experience over 8 years, 2 dealers have experience of about
7-8 years 1 has experience of around 5-6 years and 6 have of 1-4 years. On asking and
analysing it is pretty clear that is a very new industry and it is emerging its market in
India.
0
1
2
3
4
5
6
7
1-4 years 5-6 years 7-8 years Above 8 years
Experience in Dealership
No. of Respondent

25. 25
2.
Experience in Dealership with JKD PLASTICS
Sl. No. Criteria No. of respondents
1 1 year 0
2 2 years 2
3 3 years 6
4 4 years 2
TOTAL 10
When JKD Plastics started its business, it started with 2 dealers, next year; around six
more dealers join hands with JKD Plastics. 2 dealers are working with JKD Plastics since
2 years. It added no dealer previous year, but this is good sign because it has covered all
areas near Panipat and Delhi through current distribution channel.
0
1
2
3
4
5
6
7
1 Year 2 Years 3 Years 4 Years
Experience in Dealership with JKD Plastics
No. of Respondent

26. 26
3.
Which of these products do you carry stock for?
Sl.
No.
Criteria No. of respondents
1 PVC Board 10/10
2 WPC Board 2/10
3 3-D Sheets 2/10
TOTAL 14
This graph shows what dealers keep the most from the range of the products JKD Plastics
offers. From the table it is clear that all the dealers keep PVC Board, 50 per cent of them
also keep WPC Board and only 30 per cent keeps 3-D sheets.
The products are kept as the demand in the market is.
Therefore we can infer that PVC Foam Board has highest demand in market
0
2
4
6
8
10
12
PVC Boatd WPC Board 3-D Sheet
Which of these products do you carry stock
for?
No. of Respodent

27. 27
4.
Quality of product of JKD Plastics?
Sl.
No.
Criteria No. of respondents
1 Very Good 7
2 Good 3
3 Satisfactory -
4 Poor -
TOTAL 10
The chart shows the degree of reliability on the quality of JKD Plastics products the
dealers have. From this inference we can analyse the quality JKD Plastics offers to their
customer.
All the dealers said that the quality of products is good and unbeatable in the market.
No one reported that the quality is not good.
0
1
2
3
4
5
6
7
8
Very Good Good Satisfactory Poor
No. of Respondent
No. of Respondent

28. 28
5.
Which factors enables you to be the dealer of the product of JKD Plastics?
Sl.
No.
Criteria No. of respondents % of Respondents
1 Promotional Scheme 0 0
2 Quality of product 4 40
3 Company Profile 3 30
4 Margin 3 30
TOTAL 10 100
From the graph it is clear that majority of dealer is dealing with the company because of
its quality of the product. Around 40% are dealing with it because of the quality if the
product. 30% are dealing because of the reputation of the company and rest 30% because
of the profit margin are good with the products offered by the company.
0
5
10
15
20
25
30
35
40
45
Promotional
Scheme
Quality of Product Company Profile Margin
Factors enables you to be a dealer of JKD
Plastics
% of respondent

29. 29
6.
Credit policy given by JKD Plastics.
Sl.
No.
Criteria No. of respondents % of Respondents
1 Very Good 2 20
2 Good 7 70
3 Satisfactory 1 10
4 Poor - 0
TOTAL 10 100
The graph shows the degree of dealers’ satisfaction on the credit period allowed by the
company. Most of the dealers are satisfied with the credit period allowed. 20% are very
happy, 70% rated the period as good and only 10 per cent are only satisfied. However
there is none who is not happy.
0
10
20
30
40
50
60
70
80
Very Good Good Satisfactory Poor
Credit Policy given by JKD Plastics
% of Respondent

30. 30
7.
Price of the products given by JKD Plastics
Sl.
No.
Criteria No. of respondents % of Respondents
1 Very High 2 10
2 High 5 50
3 Average 3 30
4 Low 0 0
TOTAL 10 100
This table shows the opinion of the dealers and customers about the price of the company.
At any time, the price of a company’s product is always discussed: even it is maintained
at a low cost. But when asked to a lot of customer the real fact is revealed. Among the 50
dealers, 20% of them reported that the product is priced the highest, 50 per cent of them
said it was high and rest were satisfied with the price. None of the dealers said it was low.
To compete with the low cost products available in the market, the company has launched
its product with lighter weighted quality under different name CIARA.
0
10
20
30
40
50
60
Category 1 Category 2 Category 3 Category 4
Price of the products given by JKD Plastics
% of Respondent

31. 31
8.
Timeliness of JKD Plastics
Sl.
No.
Criteria Excellent Fair Poor Total
1 Job Quotes 4 4 2 10
2
Order
Processing
3 5 2 10
3 Deliveries 3 5 2 10
The graph shows the timeliness of the JKD Plastics with respect of the time to take order
till the order is delivered to the dealers. It is very important for the firm to deliver the
goods on time.
According to the graph, 4 out to 10 respondents say that job quotes taking is excellent
while 4 and 2 rate it fair and poor respectively. Similarly, 3 respondents say order
processing time to be excellent, 5 says it is fair and other 2 says it is poor. 3 dealers say
that deliveries are done on perfect time. 5 say that it is done in fair amount of time while
other says it is poor.
0
2
4
6
8
10
12
Job Quotes Order Processing Deliveries
Poor
Fair
Excellent

32. 32
9.
Accessibility to the Products of JKD Plastics
Sl.
No.
Criteria No. of respondents % of Respondents
1 Yes 10 100
2 No 0 0
TOTAL 10 100
Specific what product is not available?
The table shows the accessibility of the goods offered by the JKD Plastics to the dealers.
Whether the goods are available or not, to the dealers if asked by them.
The entire set of respondent said yes, that means yes, all the products are available to the
dealers easily.
0
20
40
60
80
100
120
Yes No
Accessiblity to the Products of JKD PLastics
% of Respondent

33. 33
10.
Employees dealings with you in JKD Plastics
Sl.
No.
Criteria No. of respondents % of Respondents
1 Highly Satisfied 2 20
2 Satisfied 6 60
3 Average 2 20
4 Dissatisfied 0 0
TOTAL 10 100
In the pursuit of marketing, maintaining, maintaining good relationship with the dealer is
essential. The employees of the firm should maintain a good rapport with the dealers in
order to carry on their business in a smooth fashion.
This table shoes that no dealer has a trouble in dealing with the employees of JKD
Plastics, which is also a main factor affecting the dealership and their satisfaction. The
friendly relation with the dealers helps much better for an organization to flourish.
Here, in case of this company, the replies depict that they have understood this concept
very well. 20 per cent of the dealers are proud to be dealers of JKD Plastics. 60% are
much satisfied and remaining produce average results and none of them have poor
relationship with the employees of the company.
0
10
20
30
40
50
60
70
Highly Satisfied Satisfied Average Dissatisfied
Employees dealings of JKD Plastics
% of respondent

34. 34
11.
Do you have any complaints about the products of JKD Plastics?
Sl.
No.
Criteria No. of respondents % of Respondents
1 Yes 2 20
2 No 8 80
TOTAL 10 100
The table shows the percentage of dealers have any complaints regarding the product of
JKD Plastics.
From the graph it is clear that 70% are satisfied with the product. Only 30% have
complaints regarding the product
0
10
20
30
40
50
60
70
80
Yes No
Any complaints regardingthe product of JKD
plastics.
% of respondent

35. 35
12.
Do you recommend your customers about the products of JKD Plastics?
Sl.
No.
Criteria No. of respondents % of Respondents
1 Yes 10 100
2 No 0 0
TOTAL 10 100
The table shows whether the dealers recommend our products to the final customers.
According to the graph 100% of the dealers recommend their customers about the
products of JKD Plastics.
0
2
4
6
8
10
12
Yes No
Do dealres recommend their customers
about the product if JKD Platics?
% of Respondents

36. 36
13.
Do you have any suggestions to improve quality of products of JKD Plastics?
Sl.
No.
Criteria No. of respondents % of Respondents
1 Yes 2 20
2 No 8 80
TOTAL 10 100
This chart shows the percentage of dealers wants an improvement in the quality of
products of JKD Plastics.
The graph shows that around 80 per cent dealers has no issues with the quality of the
goods, only 20 per cent wants an improvement.
0
20
40
60
80
100
Yes No
Suggestion regarding improvementof
products of JKD Plastics
% of Respondent

37. 37
14.
Rating as per below mentioned scale.
Sl.
No.
Criteria 1 2 3 4 5 Total
1
Ease in ordering
the goods
- - - 6 4 10
2
Goods received
as per order
- - - - 10 10
3
Condition of
goods after
delivery
- - 1 3 6 10
4
Packaging of
goods
- - - - 10 10
The chart shows the dealers rating to various processes of JKD Plastics. These processes
are related to the goods delivered to them, their conditions when they received them.
Graph shows the ratings given by the dealers to the various categories given. 1 being the
lowest, 5 being the highest rating it seems pretty clear that all the dealers are satisfied
which each category. Only 1 dealer is just satisfied with condition of goods received by
him otherwise everyone rated each category with a 4 or a 5, which is highest rating.
0
2
4
6
8
10
12
Ease in ordering the
goods
Goods received as per
order
Condition of goods
after delivery
Packaging of goods
Ratings on working of JKD Plastics.
5
4
3
2
1

38. 38
CHAPTER 5: FINDINGS
 JKD Plastics got an array of well-established dealers. The dealers have a good
track record of their business.
 The dealers are satisfied with the quality of the products which are offered by JKD
Plastics. None of the dealers said that the products are of poor quality.
 It is found that the price is a little higher for the products but when considering
about the quality, the product is worth the price. Most of the dealers are satisfied
with the price, because of the products’ quality and none of the dealers reported
that the price is lower.
 The friendly relationship helps much better for an organization to flourish. Here,
in the case of JKD Plastics, the feedback depicts that they have understood this
concept very well. The dealers are happy with the involvement of the employees
of JKD Plastics.
 All the dealers deal with the competitors because it is very essential for them to
satisfy the customers who have different brand and product preference.
 There is significant relation between the dealers’ experience and their Satisfaction
Level on the Credit Period allowed and most of the well experienced dealers are
satisfied with the credit period. The company gives less credit period to the new
dealers. When they prove to be good with their payment pattern, the company
gives extension on the credit period and payment modes.
 It was observed that dealers are satisfied with the ordering process of JKD
Plastics, starting with ease in ordering the goods followed by condition of the
goods ordered, the packaging of the goods and they were pretty happy that the
goods they receive are as per order.
 Few dealers had complains regarding the quality of the product. It was observed
that every rational businessman wants a better quality product for the price they
are already paying so there is no such lack of quality in the product of the
company.

39. 39
CHAPTER 6: SUGGESTIONS
 The company is offering cash discounts to the dealers who are making advance
payments. It is now merely 2%. Increasing that level may motivate the dealers for
the cash purchase as they are getting this benefit other than the trade discounts.
 The company is having a different channel for low quality product, i.e. CIARA.
Either by adding members to this channel or by using the existing members the
market of low income groups can be tapped.
 It will be better to have a feedback from the dealers at regular intervals, to
minimize the communication gap in the distribution process between the dealers
and company people.
 The dealers have some complain about the delivery of the goods. The company is
using road transport for the delivery of the goods with the help of different
transport companies. It should be taken care of while selecting the transporter, so
that the deliveries can be made in time.
 Billboards or hoardings can be used as an outdoor promotional method in order to
promote the brand.
 In store advertising can be designed to increase the number of spontaneous buying
decision. Studies revealed that nearly 70% of all buying decisions are made in the
store.

40. 40
CHAPTER 7: CONCLUISON
JKD Plastics is an Indian brand competing with other well established brands like Alstone
Ltd. established in 2004, presently with more market share. From the survival point of
view, JKD Plastics should enter into all aspects of marketing activities to improve the
product the product life in the future market. The company has mostly achieved in
satisfying its dealers. It is evident from this study that JKD Plastics is advised to maintain
its quality on its products so as to retain this stage forever. The study has been successful
in knowing the Dealers’ Satisfaction with JKD Plastics.
In order to successfully design long term policies aimed to foster manufacturers-dealers
relationships, it has been demonstrated that manufacturers must give up decisions
exclusively oriented to generate immediate benefits. In fact such policies may disclose
future company failure.

41. 41
ANNEXURE
A Study onDEALERS’ SATISFACTION with JKD PLASTICS
Questionnaire
1. Name :
2. Address :
3. Experience in dealership in the industry:
o 1-4 years
o 5-6 years
o 7-8years
o Above 8years
4. How long you are dealing with the products of JKD PLASTICS?
o 1 years
o 2 years
o 3years
o 4years
5. Which of these products do you carry stock for?
o PVC board
o WPC board
o 3D sheets
6. What do you feel about Quality of the products of JKD PLASTICS?
o Very Good
o Good
o Satisfactory
o Poor.
7. Which factor enables you to be the dealer of the products of JKD PLASTICS?
o Promotional Scheme
o Quality
o Company Policy
o Margin

42. 42
8. What doyou feel about credit period given byJKDPLASTICS?
o Very Good
o Good
o Satisfactory
o Poor.
9. What do you feel about the Price of the products of JKD PLASTICS?
o Very High
o High
o Average
o Low.
10. Please rate our timeliness on-
Criteria Excellent Fair Poor
Job quotes
Order processing
Deliveries
11. Do you have proper accessibility to the products of JKD Plastics?
o Yes
o No
If No, specify ________________________
12. What do you feel about the employees dealing with you in JKD PLASTICS?
o Highly Satisfied
o Satisfied
o Average
o Dissatisfied.

43. 43
13. Do you have any complaints about the products of JKD Plastics?
o Yes
o No
If yes, specify the reason, ____________________________
14. Do you recommend your customers about the products of JKD Plastics?
o Yes
o No
If No, specify the reason, ____________________________.
15. Do you have any suggestions to improve the quality of the products of JKD Plastics?
o Yes
o No
If yes, specify, _________________________
16. Please rate us on the below statement?
(1 being the lowest)
1 2 3 4 5
Ease in ordering the
goods
Goods received as per
order
Condition of goods
after delivery.
Packaging of goods.
17. For any other suggestions:
_______________________________