Summer Internship project - Priyam Talpade_PGDM_KBS (2015-17)

PGDM SUMMER INTERNSHIP PROJECT KohinoorBusinessSchool
TOPIC
Summer Internship Project
by
Ms. Priyam Ranjan Talpade
Batch 2015 - 2017
In partial fulfillment of the requirements for
POST GRADUATE DIPLOMA IN MANAGEMENT
Month, Year

DECLARATION
I hereby declare that the SummerInternship projectreport entitled
“Analysis of CustomerSatisfactionattributes relatedto Automobiles”
carried out at “A C Nielsen Pvt. Ltd.” is my work submitted in partial
fulfillment of the requirement for the Post Graduate DiplomaIn
Management from KOHINOOR BUSINESS SCHOOL,KURLA,
MUMBAI and not submitted for the award of any degree,diploma,
fellowship or any similar titles or prizes.
Date: Signature: _______________
Place: Mumbai Student Name: ___________

CERTIFICATE
This is to certify that the project entitled “Study of Customer
Satisfaction attributes related to Automobiles Sector” is
successfullycompletedby “Name of the student” in partial fulfillment
of the PostGraduate DiplomaIn Management, AICTE Approved ,
through KOHINOOR BUSINESS SCHOOL, Kurla,
Mumbai-400070.
Date:
Place: Mumbai “Prof.Sandeep Sawant”

ACKNOWLEDGEMENT
I would like to thank Nielsen (India) Pvt Ltd for giving me the chance to work as
an intern with their company and granting me this opportunity.
I wish to express my sincere thanks to my company guide Mr. Dhananjay
Maniwade for providing me his extreme guidance, motivation and his valuable
time in carrying out this project.
I would also like to express my heartfelt appreciation and gratitude to my
supervisors and Data verifiers Mr. Vijayan Gounder and Mr. Arun Pandey for
their constant support and patience.
I would also give a special thanks to my faculty guide Prof. Sandeep Sawant for
his valuable suggestions, comments, feedback and support throughout the
internship.

TABLE OF CONTENT
1 ExecutiveSummary
2
2.1
2.2
CompanyDetails
Introduction to the company
Brief of work done during internship
3
3.1
3.2
3.3
3.4
Topic of Study
Introduction
Method and Limitation of Study
Learning and Conclusion
Impactor recommendationderived from study
4 References
 Books referred during report writing
 Journals, Magazines or article referred to for study
 Regulatory Guidelines , Acts or policies referred to
for study
 Websites urls used for reference

ExecutiveSummary
Satisfaction is a person’s feeling of pleasure or disappointment resulting from a
comparing perceived performance in relation to his or her expectation. If the
performance falls short of expectation, the consumer is dissatisfied. If the
performance matches the expectations, he consumer is satisfied. If the performance
exceeds expectation, the customer is highly satisfied or delighted.
In today’s competitive scenario firms consistently tries to satisfy his existing
customer to get more customers in every regards. To meet the desired expectation
of customers companies has to look around all aspects of products services and of
coursemarket condition, otherwise they may be out ofthe race. Automobile industry
has the same competitiveness and every firm in the industry is consistently working
for enhancing their product and services.
The study widely concentrates on the level of satisfaction amongst customers for
which I did Exploratory Research to check the satisfaction level amongst the
customers of Authorized Dealers/ Service Centers
Introduction to the company
About the Industry
The global revenue of the market research industry exceeded 40 billion U.S.
dollars in 2013, rising year-on-year since it experienced a slight dip in 2009
during the Great Recession. In 2013, Europe generated the largest share of
market research revenue at 40 percent, or 16 billion U.S. dollars, very closely
followed by North America with 39 percent. Despite contributing the most
revenue that year, Europe also saw the largest decline in revenue over the
previous year, falling by 1.4 percent.

Global leaders of the market research industry include Nielsen Holdings
(U.S.), Kantar (UK), IMS Health Holdings (U.S.), Ipsos (France) and GfK
(Germany). Nielsen, headquartered in New York City, was by far the largest
market research company worldwide in terms of revenue in 2013. That year,
the company’s revenue amounted to approximately 6.05 billion U.S. dollars –
almost twice that of its closest competitor, Kantar, with revenues of 3.39
billion. In the United States, market research industry leaders made almost ten
billion U.S. dollars combined in revenue in 2013. The same companies
also employed more than 35 thousand people in the U.S. – Nielsen employees
accounted for around one third of this figure.
PredictedMarket Research Trends for 2016
As the marketing research industry is growing some researchers took a view of
industry expert for the upcoming trends for market research industry.
A Shift toward On-Going, Real-Time Research
There is a cataclysmic shift in the marketplace that is just beginning. We are
seeing executives moving away from periodic, big and expensive research
projects performed by third parties. Commissioning a once-a-year study just
won't cut it anymore. The speed of market learning is a real and sustainable
differentiation, and so we are seeing executives starting to move this in-house
as a core competency and running their research in an always-on, real-time,
agile, iterative fashion.”

A Focus on What Drives Customer Choice
Market research has been traditionally focused on brand perception, product
features, or customer experience. We're seeing a trend towards focusing
specifically on what drives customer choice. We also see a trend towards
focusing on customer data that can be tied directly to the decisions that need to
be made in the organization."
The Need for Sustainable Research Solutions
In 2016, big data will continue to get bigger, especially as the Internet of
Things infiltrates more and more consumer products and retail spaces.
Increased adoption of mobile technology will also continue to expand
consumer feedback contexts to produce more in-the-moment insights. As data
sources expand in size and mobility, research products will push the limits of
efficiency and speed through automation, DIY research, and quick turn
insights platforms. However, the real winners of 2016 will be those in the
market research industry who can rise to the challenge of slowing down
amidst all the hype of “bigger and faster,” to create and sell sustainable
research solutions that are actually fit for purpose.”
COMPANY OVERVIEW
For the past eight decades, AC Nielsen has been involved in answering the
fundamental questions for various companies:
What is happening in the marketplace? Why is this happening?
What is likely to happen next?

AC Nielsen helps its clients clarify and understand the complexities of
the marketplace and thereby assist them to make decisions and choose
actions in order to increase their efficiency and improve their profitability.
The company uses the richest, comprehensive market information,
professional service and analytical and proprietary tools in the industry to
serve its clients.
The clients work with AC Nielsen to:
 Measure their market performance.
 Analyze market dynamics.
 Diagnose and solve marketing and sales problems.
 Identify and capture growth opportunities.
So, the key business issues handled are:
 Brand Health Management.
 Customer Loyalty & Retention.
 Marketing Mix Management.
 New Product Development.

 Consumer Motivation & Needs.
AC Nielsen’s products and services include:
CORE PURPOSE
Contribute to our clients’ success worldwide by providing a better understanding of
their markets.
VISION
To be recognized as the global authority on consumers, delivering the unique
information, fact based analysis and forward looking advice that helps clients
maximize their marketing and media activities and achieve faster growth.

CORE VALUES
Impartiality: Be influenced by nothing but your clients' interests. Tell them
the truth.
Thoroughness: Accept business only at a price permitting thoroughness. Then
do a thorough job, regardless of cost to us.
Accuracy: Watch every detail that affects the accuracy of your work.
Integrity: Keep the problems of clients and prospects confidential. Divulge
information only with their consent.
Economy: Employ every economy consistent with thoroughness, accuracy and
reliability.
Price: Quote prices that will yield a fair profit. Never change your price unless
warranted by a change in specifications.
Delivery: Give your clients the earliest delivery consistent with quality -
whatever the inconvenience to us.
Service: Leave no stone unturned to help your clients realize maximum profits
from their investment.

Brief of work done during internship
The Objective of the internship is to understand how primary data is collected and
how that data is analyzed. Understanding the current way in which customer
requirements are taken, specification is prepared. My project at Nielsen India Pvt.
Ltd. involved meeting the target respondents for the respective projects.
Project Name Description
AUTOMOBILES PROJECT
Hyundai Car Service CustomerSatisfaction
Project
In thisprojectmywork wascallingthe
customersandfix appointmentsaccordingto
time andplace convenience of customers.
The customerdata of differentHyundai
dealers/Service centerswasprovidedtome:
Data was as follows
Dealercode:E.g.W1214
Name of the dealer:E.g.Modi Hyundai
Name of customer:Mr.A
Address:ABC
Contact no.:+919866453679
Area:E.g Mumbai,Navi Mumbai
Last servicingdate:12/5/16
Remark:As customer
Customer Satisfaction Index (CSI) Creatingresponded whohave owned
theirnew vehicle for12 to 24 months
and focusesonthe dealer service
experience onbehalf of J.DPower.
Vehicle Dependability Study (VDS) CreatingResponded whohave owned
theircar for 2.5-3.5 yearsand focuses
on specificproblemsacrossdifferent
problemcategories.

SHOPPERS’ PROJECT – LIVA FABRIC BRAND
Part 1 InterviewingcustomerswhopurchasedLIVA
fabricand convincingthemtogive feedbackof
fabricafter3 weeks.Thisresearchtookplace
at these Locations:
Pantaloos -MaladAtInfinityMall
ShopperStopa - Bandra LinkingRoad
Part 2 After3 weeksIcalledrespondedandfix
appointmentaccordingtotheirtime andplace
convenience.The interview wasall aboutthe
experience of respondedusingLIVA fabric
BANK OF BARODA – MAX BUPAINSURANCE InterviewingwalkincustomersinBOBBandra
Branch aboutbank service andwill customer
accept tie upof BOB and MAX BUPA
PREFERENCE CONSUMER BEHAVIOUR OF
WHIRLPOOL
Thiswas one day projectat commercial hotel
where NielsenCompanyRecruitRespondents
for give Interview aboutthe 5different
modelsof refrigerators.Theywerenamedas
ProductP, Q, R, S,T, theirbrand nameswhere
hide fromrespondents.Theywere told torank
accordingto appearance of refrigerator
The core interview questionswhere aboutthe
refrigeratorsBodyandhandle.Inotherwords
customerpreference onLooksof refrigerators.
Lead GenerationForreviewprocess The task was aboutcreatingrespondedwho
workin IT companiessuchasTCS, Accenture,
Infosys,Etc. I was expectedtosubmitthe
Name and contact detailsof employees.
STUDY OF CUSTOMER SATISFACTION ATTRIBUTESRELATED TO
AUTOMOBILES SECTOR
Introduction
Nielsen Pvt ltd. Conductautomobiles study for J.D Power

About J.D Power
J.D. Power Asia Pacific has beenbased in Singapore since 1997,first
serving India and then China. Today, the company surveys approximately
half a million consumers in the region annually and produces 28 syndicated
products across eight markets: Australia, India, Indonesia, Malaysia, Middle
East, Philippines,Taiwan, Thailand, and Vietnam. J.D. Power Asia Pacific
also conducts proprietary work in Hong Kong, Singapore, Brunei, Korea,
and Sri Lanka.
CustomerService IndexStudy
This study is conducted among customers who have owned their new
vehicle for 12 to 24 months and focuseson the dealer service experience;
what matters most to customers when they take their vehicles in for service
at an authorized service center. The study analyzes the processesthat
define the dealer service experience.
Vehicles Dependabilitystudy
VDS evaluates quality (dependability) of vehicles between 2.5 to 3.5 years
of ownership based on vehicle problems experiencedsince ownership.
Similar to the IQS, performance is summarized with a problems-per-100
vehicles (PP100)designation.The study monitors the number and type of
problems owners have with their vehicles and covers specific problems
across differentproblem categories.The VDS provides insight into the
influence of problems on the owners’ overall satisfactionwith the vehicle
and the problems mostbothersome to owners.
Scope of the Study
Following was the scope of the study:
1. To do the survey of customers of any car make and model and find out if

they are satisfied with the car maintenance services provided by respective
Car service centers.
2. To know the required improvements to be done by respective companies so that
their customers get extremely satisfied with service.
3. To understand the requirements, complaints and the reasons for dissatisfaction
with respective service center or car dealer
4. To understand what the competitors do better than these companies
5. To do analysis and provide suggestions about how can improvise their service.
METHOD OF STUDY
Sampling
Sampling was done keeping in mind the objective of the CSI research as we had
to know if the person who having 2 years car, gone through servicing with in
recent 6 months & from authorized dealer/service center.
For Client Satisfaction Study:
The survey was conducted in many cities but the target sample size for Mumbai
was 100.
 Respondent should be client of Authorized dealer & who have gone through
servicing within 6months.
 Respondent should be have an owner of car.
The interviews were fixed by Nielsen India Pvt. Ltd. (Mumbai) center at the

respective field Areas and they used to share the contact details and timings to
conduct the interview.
Respondents who satisfied all these conditions were my target group for this
project.
Instructions given tointerviewers:
 The interviewer had to be fluent in English and the local language.
 It was mandatory for the interviewers to be dressed in formals.
 Visiting cards to be collected from the customer and sent across to research.
 The interviewers had to read out the questions exactly in the manner shown in
questionnaire.
 Open ends had to be probed till actionable points were spoken about. Open
ends had to be captured in detail.
Survey Centers
I covered 10 respondents approximately (10%). The survey was conducted in
many cities. For me the centers were restricted to Mumbai and the sample size
for Mumbai was 100. The chief operating areas were:
Santa Cruz Bandra
Dadar Andheri
CST Church gate

Thane Ghatkopar
Mumbai Central Marine Lines
Borivali Kurla
Parel Powai
Kalyan Goregaon
Data Acquisition
Data collection being a very sensitive and essential element of a survey, needs to
be performed very genuinely.
The data collection was through primary data by personally conducting the
surveys all over Mumbai face to face. During this phase, the contact with the
respondent was made, questionnaire was administered, the data was recorded
and the completed forms were sent for processing.
AC Nielsen has a well-maintained database which they have been referring to
throughout many years for contacting the respondents. The same has been
updated several times in order to make sure that the company does not lose
contact with the respondents and also to pool in new respondents.
Limitation of Study
The respondents don’t give their time easily for surveys.

The respondents get bored after a certain point of time during the interview and
start giving neutral answers to complete the survey.
The respondents sometimes give contradicting answers.
Sometimes it is difficult to make the respondent understand the question.
Sometimes the respondents don’t relate to the questions.
Lack of Expertise.
Lack of knowledge.
Lack of experience in market research.
Lack of co-ordination from respondent.
Learning and Conclusion
 Gaining Knowledge On The Terminology
The first one week basically involved understanding the various terminologies as
mentioned above and relate its importance with the functioning of the research. In
order to gain knowledge regarding the same.
 Brainstorming With Internal Team Members And My Company Guide

Brainstorming with the team members and my Company Guide helped me to generate
a lot of ideas, gain exposure and also at the same time correct myself whenever I was
going wrong. It helped me to understand a lot of terms which were initially difficult to
understand, and the actual taste of how to work in the market.
 Handling Respondent Mood
After understanding the entire process the work flow and the procedures to be
followed, I started meeting respondents. Where I got to learn about how to manage to
get the answers when the respondent is in highly irritated mood.
 Handling Back Office Work
I also started handling the Back Office work such as rechecking with respondent if
they have given correct information or not.
 Understanding Investors’ Psychology
During my meeting with clients it helps me to learn about how customers react to
certain things such as communication with company, brand recognition, monetary
benefit etc.
 Client Interaction
The other important objective of my project is client interaction. The utmost
importance is to keep the client satisfied and get correct information. While interacting
with the clients, it required us to be very accurate and humble. While dealing with the
clients, it required to be very quick as it would prevent the client from being unwilling
in giving information.

 Importance of Questionnaire
I learned that every question is important in a questionnaire as every question has some
relevance and they are there for a reason.

Summer Internship project - Priyam Talpade_PGDM_KBS (2015-17)

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