INTRODUCTION

Agriculture in India has a long history, dating back to ten thousand years.Today, India ranks second worldwide in farm output. Agriculture and allied sectors like forestry and logging accounted for 16.6% of the GDP in 2007, employed 52% of the total workforce. and despite a steady decline of its share in the GDP, is still the largest economic sector and plays a significant role in the overall socio-economic development of India. As India is a agriculture based country, hence the use of tractors and other farm equipments has a greater utility. Hence the tractor Spare parts manufactures has a wide scope in the industry. The various tractor manufacturing companies in India are HMT, Mahindra & Mahindra, TAFE, Indo farm , Punjab tractors ltd etc., and they are lot more of spare part manufactures which help these companies to survive and one among those is Madhura Industries. In a competitive marketplace where business compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy within organisation. Customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations.

INDUSTRY PROFILE

INDUSTRY PROFILE

One third of worlds tractor production is in India. Total turnover 10,000cr, total investment 8000 cr. Employment of 28,000 people directly and 1,50,000 people indirectly. Tractor population is 3,000,000 in india compared to 900,000 in china. The Tractor Manufacturers' Association of India (TMA) is housed under The Confederation of Indian Industry (CII), New Delhi. Though not all manufacturers are members TMA is recognized as the main trade group representing the agricultural tractor industry in India. Rohtash Mal, Executive Director & Chief Executive Officer of Escorts Ltd (Agri Machinery Group) is the current President of TMA. The UAE has long been known as a major supplier of automobile spare parts both within the Gulf region as well as for Iran, CIS, Indian sub-continent and Africa. After witnessing a depression recently, the automobile and spare parts industry in the country has once gain recovered to its optimum level. However, the increase in demand for quality spare parts has encouraged parallel imports into the country forcing leading automobile distributors and spare part companies to start a full-blooded campaign against illegal importers who operate from neighbouring countries, particularly across the border in Oman. As a result of illegal imports into the UAE, the major players in the local market have combined together to curb the inflow of excessive supply of spare parts through illegal channels. It has been estimated that almost 30 per cent of the demand for auto spare parts is being fed by parallel imports from neighbouring countries. These pirated goods are preferred by buyers as they are offered at heavily discounted prices. These illegal operators are able to beat the local agents and distributors as they survive on low profit margins and high volumes. They also do not pass on import tariffs and other additional expenses on to their customers in order to maintain their low prices. The rise of a sizable second-hand spare parts market has posed a further threat to UAE-based spare parts dealers. This lucrative market has registered a substantial growth in the last five years mainly because of the rising demand from East African countries and CIS. Though not all second-hand spare parts 3

sellers in Dubai or Sharjah can provide the full range of used parts for all car models, but these outlets are capable of providing nearly 90 per cent of such parts. In fact, some of the second-hand spare parts outlets in Sharjah are reportedly selling parts of even 2011 models at less than half the price of genuine parts. As a result, the business of second-hand spare parts has developed into a full-fledged multi-million dollar industry involving more than 100 small and medium-sized enterprises spread throughout the country. Earlier Dubai was considered the main source for second-hand spare parts but over the last few years the market has shifted to Sharjah, mainly because of relatively lower overhead expenses. Many second-hand spare part outlets in Sharjah deal in used used engines which are imported from Japan and then re-exported to many Asian and African countries. There is a huge demand for such goods in East African countries of Uganda, Kenya and Tanzania as well as other countries like Russia, India, Egypt, Iran and Pakistan. Most of the second-hand spare parts are sourced from damaged cars sold by insurance companies at throwaway prices and the rest coming from police auctions. Most buyers prefer to buy these used parts because they are genuine and are often in good condition. While a major portion of used parts are sold in the UAE market itself, almost the entire stock of imported used engines is re-exported. Used engines are in great demand in many African countries which have a big market for re-conditioned automobiles. It is, therefore, little wonder that an increasing number of African businessmen are seen purchasing their requirements from one of the many second-hand auto spare parts outlets in Dubai and Sharjah. "I come here to purchase used spare parts because the prices in Dubai are one of the cheapest in the world. As a result, I am able to make a neat profit for myself when I sell these goods back home," said Joseph Samara, a spare parts dealer from Nairobi who was in Dubai recently to buy spare parts worth $20,000 for selling in Kenya. "In addition to auto spare parts I would also be purchasing low-priced car and truck tyres (made in China) for selling in the local market in Nairobi," he said.

COMPANY PROFILE

COMPANY PROFILE
MADHURA INDUSTRIES
Madhura Industries, is the proficient Manufacturer, Exporter, Importer and Supplier of Dies & Tools. We operate our business from Chennai, Tamilnadu, India. We have manifested our business in India in the year 1998. This energetic and prestigious company is headed by Mr. S. Ravisankaran, the honorable Proprietor of the company. Besides, Venus Industries is our sister's concern which is located at 2 Margo Street, Alandur, Chennai 600016 and dealing in pressed metal component.

INFRASTRUCTURE:
Our advanced and powerful machinery include Sodick wire cutting M/c, Spark erosion M/c, CG machine, profile projector etc. This powerful infrastructure has the production capacity 100 dies per month which is spread over an area of 2000 sq. ft. We provide customized production facility to our client in making critical tools and dies. We provide testing facilities like profile projector, slip gauges, sinbar, digematic mike and bore gauges. We have R& D facilities available for deep draw components & sheet metal components.

CLIENTELE:
Our clientele includes AVO Carbon India, Greaves Cotton Ltd ,TAFE, VST Tillers, MMG India Pvt Ltd, Pricol, Carborundam Universal Ltd, Areva, Carbone Lorraine, Mitusubishi etc. We supply our product all over India. We are growing day-by-day with our strong network of clients with our dedication towards providing only quality product. Their Important Customers are Greaves Cotton Ltd, Southern Agro Engine Pvt Ltd and MHI VST Diesel Engine Pvt Ltd Etc

PRODUCTS:

We have a vast experience to provide Dies & Tools which are extremely popular because of their high quality and usefulness in industries like automobile, electrical, engineering industries and agricultural equipments sector. Our Dies & Tools are available in all over India at a competitive market price. We provide the product by using high quality packaging material so that the product reaches our clients in good condition. Our Dies & Tools are manufactured from fine quality raw material to provide a hassle free solution to our clients.

Machineries Production Capacity Manufactured From Measuring Instruments Components

Sodick wire cutting M/c Spark erosion M/c CG machine Profile projector ALL conventional machines etc 100 dies per month High quality and powerful HSS M2, TC pellet, D2 material Profile projector Slip gauges Sinbar Digematic micrometer Bore gauges Deep draw components Sheet metal components Fuel tank Airfilter Silencer Powertiller Brass pin Cowl Assy Deep draw components

Available For

QUALITY ASSURANCE:
Feel the difference with our customer specific and premium quality products. Our products are properly tested to provide hassle free solution to our customers. We use high quality packaging material to maintain the standard of our products. We are ready with our CAD 7

(Computer-Aided Design)/CAM (Computer-Aided Manufacturing) facility to enhance the quality of our products. We use fine quality raw material like HSS M2, TC pellet, D2 material which we collect from trusted sources. The company does not compromise with the quality of its products at any terms.

QUALITY POLICY:
We are committed to achieve total customer satisfaction by supplying quality product and on time delivery through continuous improvement

QUALITY OBJECTIVES:
On time delivery Continuous improvement in our process Minimizing in house rejection

CLIENTS:
COMPACTING AND SINTERING INDUSTRIES AUTOMOBILE INDUSTRIES ELECTRICAL INDUSTRIES AGRICULTURE INDUSTRIES PLASTIC INDUSTRIES ELECTRONICS INDUSTRIES TAFE MAHINDRA AND MAHINDRA INDO FARMS

THEORITICAL FRAMEWORK

THEORITICAL FRAMEWORK

Research methods provide you with the knowledge and skills you need to solve the problems and meet the challenges of a fast-paced decision-making environment.Business research courses are a recognition that students in business, not-forprofit, and public organizations in all functional areas need training in the scientific method and its application to decision making. Prior to the Industrial Revolution, when small-scale businesses dominated the economic environment, the task of selling was relatively simple. The majority of small firms had a central concern to meet the growing demand of consumers. Many of the orders were already on hand (Stills, 1976). It was very common for one person to perform all tasks of the business. The proprietor was focused on producing and meeting orders; selling, marketing, and accounting were regarded as secondary. The Industrial Revolution brought about major organizational changes to businesses. Industries were now producing mass quantities of millions of different products (Stills, 1976). Because local communities could not absorb all the products, an increase in sales coverage was needed to relieve the surplus created by large factories. The emergence of sales divisions within corporations solved many logistical problems and increased the spectrum and quantity of potential customers. However, sales representatives generally had very little feedback within the company and were viewed as contracted help. They were paid strictly on a commission basis, so they had very little loyalty to either the firm for which they worked or the customers to whom they sold the products. As long as the proper allotments of products were being shipped and the sales representatives were meeting pre-determined quotas, firms generally took very little notice of what consumers wanted. These practices remained unchanged until the late 1970s. It has since become imperative in the modern sales environment to gain the trust of prospects and customers by delivering on the expectations set by the sales representative. Guy Oaks observed that trust rests on the expectation that technically competent service will be rendered (Oaks, 1990). 10

CUSTOMER SATISFACTION: It is a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representive measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of 11

leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.

OBJECTIVE

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OBJECTIVE

PRIMARY OBJECTIVE:
The main objective of the study is to find out the customer satisfaction level of the company.

SECONDARY OBJECTIVE:
To find out the various ways of improving the sales of the company. To study the preference of customers. To find out the factors that influences the buying behaviour of the customers. To find out the possibility of expansion of the business.

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NEED AND SCOPE OF THE STUDY

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NEED OF THE STUDY

The need of the study was to determine the customer satisfaction level of the company products. Customer perception will provide a way to accurately measure how the customers think about the products and services provided by the company. Todays trying economic conditions have forced difficult decisions for companies. Most are making conservative decisions that reflect a survival mode in the business operations. During these difficult times, understanding what customers on an ongoing basis is critical for survival. Executives need a 3rd party understanding on where customer loyalties stand. Morethan ever management needs ongoing feedback from the customers, partners and employees in order to continue to innovate and grow. The main objective of the project is to find out the needs of current and future customers.

SCOPE OF THE STUDY

Needed to find the relationship between the supplier and company. It helps us to determine the worth of the company and its profit compared to the previous years. It helps to understand the need of the customers and their expectations from the company. It determines the overall performance of the company. Needed for a specialized strategy to introduce something new, such as new product planning, entering new markets or trying a new strategy to fix an existing problem.

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RESEARCH DESIGN

16

RESEARCH DESIGN
Research problem: To study the customer satisfaction level of the company products of Madhura Industries. Data source: Primary and Secondary data. Research approach: Survey approach Research methodology: Applied research Research instrument: Questionnaire Sampling plan: Sample methods: convenience sampling Sample units: Chennai Sample size: 10 Primary data: Questionnaire Secondary data: Internet

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SAMPLING METHODOLOGY

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SAMPLING METHODOLOGY
SAMPLING TECHNIQUE: Initially, a rough draft was prepared keeping in mind the objective of the research. A pilot study was done in order to know the accuracy of the Questionnaire. The final Questionnaire was arrived only after certain important changes were done. Convenience sampling technique will be used for collecting the data from the customers. The people are selected by the convenience sampling method. The selection of units from the population based on their easy availability and accessibility to the researcher is known as convenience sampling. Convenience sampling is at its best in surveys dealing with an exploratory purpose for generating ideas and hypothesis. SAMPLING UNIT: The respondents who were asked to fill out questionnaires are the sampling units. These comprise of employees of the customer companies like TAFE, Mahindra and Mahindra, samy electronics, Jai sakthi motors etc.. SAMPLE SIZE:

The sample size was restricted to only 10, which comprised of mainly companies from different regions of Chennai and outskirts of Chennai. SAMPLING AREA: The area of the research was Chennai, Tamil nadu.

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DATA COLLECTION: Questioning & observing are the two basic methods of collecting primary data. Questionnaire studies are more relevant than observation studies. IMPORTANCE OF QUESTIONNAIRE: When information is to be collected by asking questions to people who may have the desired data, a standardized form called questionnaire is prepared which helps to bring the data as such required for the research work. The questionnaire is a list of questions to be asked to the respondents. Each question is worded exactly as it is to be asked & the questions are listed in an established sequence. Spaces in which to record answers are provided in questionnaire. PRESENTATION OF DATA:

The collected data will be analyzed and will be represented through various charts, graphs, pie charts, tabulation and a master sheet of the surveyed data. The data will be presented to determine market shares and percentage of readers out of the total population. The same pattern will be repeated in the case of advertisers.

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STATISTICAL TOOLS

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STATISTICAL TOOLS
PERCENTAGE METHOD: Percentage analysis is a method to represent raw streams of data as a percentage (apart in 100%) for better understanding of collected data. In this study the percentage analysis is used to analyse the Percentage Analysis= (Number of Respondents/Total number of Respondents)*100. CHI-SQUARE METHOD: A Chi square test is any statistical hypothesis test in which the sampling distribution of the test statistic is a chi square distribution when the null hypothesis is true, or any in which this is asymptotically true, meaning that the sampling distribution can be made to approximate chi square distribution as closely as desired by making the sample size large enough. The chi square is often used to judge the significance of population variance. Such a distribution will deal with collections of values that involve adding up squares. Steps Involved First of all calculate the expected frequencies on the basis of given hypothesis or the basis of null hypothesis. Expected frequency= (Row*column total)/ grand total. Obtain the difference between observed and expected frequencies and find out the squares of such differences. ie., Calculate (O-E)2 Divide the quantity (O-E)2 by E. This should be done for all the cell frequencies or group frequencies. 22

Find out the summation of [(O-E)2/E] values. This is the required chi square value. The chi square value obtained as such should be compared with relevant table of chi square and then inference can be drawn. WEIGHTED AVERAGE METHOD: Weighted average calculation is an important tool in descriptive statistics and mathematics. If all quantities are weighted equally or contribute equally, while calculating the weighted average, it is equal to the arithmetic mean. It comes in handy when you have to combine the averages of two different sets of values and get an overall average value. Here is the general formula for weighted average calculation: Weighted Average = (x1 w1 + x2 w2. .+ xn wn) / (w1 + w2. . + wn) = i = 1 to n (xi wi) / i = 1 to n wi Here 'xi' are values of the quantity whose weighted average is being calculated, while 'wi' are the values of the corresponding weights. So, for calculating weighted average, you must multiply values of the quantity with their corresponding weights, add all them up and divide them by the sum of the weights.

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LIMITATIONS

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LIMITATIONS

Reluctance of the people to provide complete information about themselves can affect the validity of responses. The lack of knowledge in customers about the study can be a major limitation. The information can be biased due to use of questionnaires. As the project is based on secondary data, possibility of unauthorized information cannot be avoided. Due to time constraint and other imperative work load during the period it could not be made possible to explore more area of concern pertaining to study.

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DATA ANALYSIS AND INTERPRETATION

26

ANALYSIS AND INTERPRETATION

PERCENTAGE METHOD:

TABLE:1

FIRMS FIRM SMALL SCALE LARGE SCALE TOTAL NO. OF RESPONDENTS 9 1 10 PERCENTAGE 90% 10% 100%

INTERPRETATION:

The above table says that, there are almost 90% of the customers belong to small scale firms and the rest 10% are large scale firm.

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CHART:1

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TABLE:2

BUSINESS VOLUME ACCOUNTED FOR BY(COMPANY) PRODUCTS:

29

VOLUME 24% OR LESS 25%-49% 50%-74% 75% OR MORE TOTAL

NO. OF RESPONDENTS 8 2 0 0 10

PERCENTAGE 80% 20% 0% 0% 100

INTERPRETATION:

The above table says that, about 80% of the customer companies have a business volume for by our company products of 24% or less and rest 20% are with 25%-49% but none more than that.

CHART:2

30

TABLE:3

PROFIT DERIVED FROM COMPANY PRODUCTS

PROFIT 24% OR LESS

NO. OF RESPONDENTS 9 31

PERCENTAGE 90%

25%-49% 50%-74% 75% OR MORE TOTAL

1 0 0 10

10% 0% 0% 100

INTERPRETATION:

The above table shows that, 90% of the customers profits derived from company products are about 24% or less , the rest 10% are between 25%-49% and no company gains more than that.

CHART:3

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TABLE:4

33

SATISFACTION ON PERFORMANCE

SATISFACTION

NO OF

PERCENTAGE 0% 20% 20% 60% 0% 100%

RESPONDENTS STRONGLY DISAGREE 0 SOMEWHAT DISAGREE 2 NEITHER AGREE OR 2 DISAGREE SOMEWHAT AGREE STRONGLY AGREE TOTAL INTERPRETATION: 6 0 10

The above table shows , about 60% of the customers somewhat agree that they are overall satisfied with the companys performance, 20% somewhat disagree and 20% neutral.

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CHART:4

TABLE:5

IMPRESSION ABOUT COMPANY BEFORE AND AFTER THE PROJECT 35

IMPRESSION BETTER, BASED ON PERFORMANCE ABOUT THE SAME WORSE,BASED ON PERFORMANCE

NO OF RESPONDENTS 2 8 0 10

PERCENTAGE 20% 80% 0% 100%

INTERPRETATION:

The above table shows, about 80% of the customers impression about the company after the project compared to before is about the same and 20% feels its better based on performance.

CHART:5
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TABLE:6

37

VALUE OF THE PROJECT

VALUE AN EXCEPTIONAL VALUE A GOOD VALUE A POOR VALUE TOTAL

NO OF RESPONDENTS 2 8 0 10

PERCENTAGE 20% 80% 0% 100%

INTERPRETATION:

The above table shows, about 80% of the customers feel that the value of the project is worth about what they paid for it and 20% feel its worth more than what they paid for it.

CHART:6
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TABLE:7
39

EMPHASIS IN THEIR BUSINESS OVER NEXT FEW YEARS

EXTENT GREAT EXTENT MODERATE EXTENT SLIGHT EXTENT NOT AT ALL TOTAL INTERPRETATION:

NO OF RESPONDENTS 4 3 3 0 10

PERCENTAGE 40% 30% 30% 0% 100%

The above table shows, about 40% of the customers have greater extent of plan to give (company) greater emphasis in their business over the next few years , 30% have moderate extent and 30% have slight extent.

CHART:7

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TABLE:8
CONFIDENCE ABOUT THE COMPANY FOR GAINING ADDITIONAL SHARES

41

CONFIDENCE LEVEL VERY CONFIDENT CONFIDENT SOMEWHAT CONFIDENT NOT SURE SOMEWHAT DOUBTFUL DOUBTFUL VERY DOUBTFUL TOTAL INTERPRETATION:

NO OF RESPONDENTS 0 0 2 5 0 3 0 10

PERCENTAGE 0% 0% 20% 50% 0% 30% 0% 100%

The above table shows, about 50% of the customers were not sure about the company to gain additional shares for the coming year, 30% says its doubtful and the rest 20% were somewhat confident about the company.

CHART:8

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TABLE:9
RANGE OF DEALERSHIP SALES VOLUME: RANGE Rs 499000 OR LESS Rs 500000-999000 NO. OF RESPONDENTS 9 1 43 PERCENTAGE% 90% 10%

Rs 1000000-2999000 Rs 3000000-4999000 Rs 5000000-9999000 Rs 10000000-19999000 Rs 20000000 OR MORE TOTAL INTERPRETATION:

0 0 0 0 0 10

0% 0% 0% 0% 0% 100%

The above table shows, about 90% of the customers range of dealership sales volume is Rs 499000 or less and rest 10% falls between Rs 500000 Rs 999000 and not above that.

CHART:9

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TABLE:10
PRODUCT OFFER ADVANTAGEOUS IN PROFITABILITY ADVANTAGE STRONG ADVANTAGE SLIGHT ADVANTAGE NO. OF RESPONDENTS 1 2 45 PERCENTAGE% 10% 20%

ABOUT THE SAME SLIGHT DISADVANTAGE STRONG DISADVANTAGE TOTAL INTERPRETATION:

7 0 0 10

70% 0% 0% 100%

The above table shows, about 70% of the customers feel that their product offer is about the same in profitability when compared to market leader, 20% feels its slight advantage and 10% feels it has strong advantage.

CHART:10

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TABLE:11
PRODUCT OFFER ADVANTAGEOUS IN SERVICE AND SUPPLIES BUSINESS ADVANTAGE STRONG ADVANTAGE SLIGHT ADVANTAGE ABOUT THE SAME NO. OF RESPONDENTS 1 3 6 47 PERCENTAGE% 10% 30% 60%

SLIGHT DISADVANTAGE STRONG DISADVANTAGE TOTAL INTERPRETATION:

0 0 10

0% 0% 100%

The above table shows, about 60% of the customers feel that their product offer is about the same in service and supplies compared to market leader , 30% feels that its of slight advantageous and rest 10% feels it has strong advantage.

CHART:11

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TABLE:12 IMPACT ON ACTIONS TAKEN BY MARKETING MANAGEMENT IMPACT ON ACTIONS VERY POSITIVE IMPACT POSITIVE IMPACT SOMEWHAT POSITIVE NO. OF RESPONDENTS 0 2 7 49 PERCENTAGE% 0% 20% 70%

NOT SURE SOMEWHAT NEGATIVE NEGATIVE IMPACT VERY NEGATIVE IMPACT TOTAL INTERPRETATION:

1 0 0 0 10

10% 0% 0% 0% 100%

The above table shows that, about 70% of the customers feels that the impact of the actions taken by the marketing mgmt is somewhat positive , 20% feels that it has positive impact and 10% says its not sure.

CHART:12

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TABLE:13
MANAGEMENTS TIMELINESS IN RESPONSE TO YOUR REQUEST TIMELINESS VERY TIMELY SOMEWHAT TIMELY MIXED SOMEWHAT SLOW VERY SLOW TOTAL INTERPRETATION: NO. OF RESPONDENTS 2 7 1 0 0 10 PERCENTAGE 20% 70% 10% 0% 0% 100%

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The above table shows that, about 70% of the customers feel that the managements timeliness in response to their request is somewhat timely, 20% feels its very timely and the rest 10% says its a mixed reaction.

CHART:13

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TABLE:14
TOP REASON FOR BEING SATISFIED WITH THE CSRs REASON FOR SATISFACTION WELL TRAINED ACT IN MY BEST INTEREST PROFESSIONAL STD OF CONDUCT 53 NO OF RESPONDENTS 4 3 2 PERCENTAGE% 40% 30% 20%

WELL SUPERVISED TOTAL INTERPRETATION:

1 10

10% 100

The above table shows that, about 40% of customers had opted well trained as their top reason for satisfaction with the CSRs, 30% feels they act at their best interest, 20% feels their professional standards of conduct and rest 10% says they are well trained.

CHART:14

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TABLE:15 METHOD TO PLACE ORDERS METHOD WITH A CUSTOMER SERVICE REP WITH MY SALES REP NO OF RESPONDENTS 0 9 55 PERCENTAGE 0% 90%

ON-LINE COMPUTER ORDER SYSTEM OTHER TOTAL INTERPRETATION:

1 0 10

10% 0% 100%

The above table shows that, about 90% of the customers place their orders through sales representatives and the rest 10% through on-line computer order system.

CHART:15

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METHOD
CUST SERVICE REP SALESREP ON-LINE ORDER SYSTEM OTHER 0% 0% 10%

90%

TABLE:16
PICK UP ORDERS PICK UP ORDERS YES NO TOTAL INTERPRETATION: 57 NO OF RESPONDENTS 10 0 10 PERCENTAGE 100% 0% 100%

The above table shows that, almost 100% of the customers says that they usually pick up orders by themselves.

CHART:16

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TABLE :17
TREATMENT AT LOADING PLATFORM TREATMENT YES NO TOTAL INTERPRETATION: 59 NO OF RESPONDENTS 10 0 10 PERCENTAGE 100% 0% 100%

The above table shows that, almost 100% of the customers feels that they are treated courteously at the loading platform.

CHART:17

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TABLE:18
SERVED PROMPTLY SERVED PROMPTLY YES NO TOTAL INTERPRETATION: NO OF RESPONDENTS 10 0 10 PERCENTAGE 100% 0% 100%

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The above table shows that, almost 100% of the customers says that they were served promptly at the loading platform.

CHART:18

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TABLE:19
HOW CAN LOADING PLATFORM CREW SERVE BETTER ACTIVITIES OF LPC TIMELINESS HELP IN LOGISTICS RESPONSIVENESS NO OF RESPONDENTS 3 3 2 63 PERCENTAGE% 30% 30% 20%

COURTESY TOTAL INTERPRETATION:

2 10

20% 100%

The above table show that, 30% of the customer says that timeliness is the best way the loading platform crew can serve better, 30% says its the help in logistics, 20% feels its responsiveness and the rest 20% says its courtesy.

CHART:19

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TABLE:20 TOTAL ANNUAL PURCHASE FROM SUPPLIERS

TOTAL ANNUAL PURCHASE UNDER Rs 50000 Rs50000-100000 Rs100000-200000 Rs200000-500000 Rs500000-1000000 Rs1000000-2000000 OVER Rs 2000000

NO OF RESPONDENTS 0 0 0 0 0 2 8 65

PERCENTAGE% 0% 0% 0% 0% 0% 20% 80%

TOTAL INTERPRETATION:

10

100%

The above table shows that, 90% of the customers says that their total annual purchase from their suppliers is over Rs 20.00,000 and the rest 20% falls between 1000000-2000000.

CHART:20

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TABLE:21 RATINGS OF COMPANYS OVERALL SERVICE PERFORMANCE COMPARED TO LAST YEAR RATINGS GREATLY IMPROVED IMPROVED SOMEWHAT IMPROVED SAME AS LAST YEAR SOMEWHAT DECLINED NO OF RESPONDENTS 0 1 2 4 3 67 PERCENTAGE 0% 10% 20% 40% 30%

DECLINED GREATLY DECLINED TOTAL INTERPRETATION:

0 0 10

0% 0% 100%

The above table shows that, 40% of the customers feels that the companys overall service performance is as same as last year, 30% says its somewhat declined, 20% says its somewhat improved and the rest 10% feels its improved.

CHART:21

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WEIGHTED AVERAGE METHOD:

TABLE:22
TABLE RATING THE PERFORMANCE OF CSRS:

EXNT. VERY GOOD

ABILITY TO SOLVE PROBS UNDERSTANDING 0 0 4 4

GOOD FAIR POOR TOTAL WA RANK

12 24 16 0 0 0 32 28 3.2 2.8 1 3

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NEEDS RESPONSIVENESS PROFESSIONALISM COURTESY FRIENDLINESS PRESENTATION OF NEW PRODUCTS

1 0 0 1 0

10 14 6 14 4

9 9 18 6 15

4 0 4 0 12

0 0 0 0 0

24 23 28 21 31

2.4 2.3 2.8 2.1 3.1

5 6 3.5 7 2

INTERPRETATION: From the above table I infer that, majority of the customers had opted for the ability of solving problems as the top reason for rating the performance of CSRs.

TABLE:23
TABLE RATING THE SERVICE PERFORMANCE OF THE COMPANY COMPARED TO OTHER SUPPLIERS:

MUCH WORS E

WORS E

SAM E

BETTE R

MUCH BETTE R

TOTA L

W A

RAN K

TIMELINESS OF DELIVERIES DELIVERY DAY SCHEDULE CONDITION OF PRODUCTS BREAKAGE

12

12

24

2.4 4

15

10

25

2.5 3

21

26

2.6 2

12
70

12

24

2.4 4.5

STOCK ROTATION ACCURACY OF ORDER

0 0

0 0

9 15

12 6

1 2

22 23

2.2 8 2.3 6

FILL BACKORDER 0 FULFILMEN T HANDLING PHONE ORDERS INTERPRETATION:

21

27

2.7 1

15

23

2.3 6.5

From the above table I infer that, majority of the customers had opted for back order fulfillment as the main reason for rating the service performance of the company.

FINDINGS

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FINDINGS:
1. About 90% of the customers belong to small scale firm and there is only one large scale firm. 2. About 80% of the customer companies have a business volume for by our company products of 24% or less. 3. About 90% of the customers profits derived from company products are about 24% or less. 4. About 60% of the customers somewhat agree that they are overall satisfied with the companys performance, 20% somewhat disagree and 20% neutral. 5. About 80% of the customers impression about the company after the project compared to before is about the same. 6. About 80% of the customers feel that the value of the project is worth about what they paid for it. 7. About 40% of the customers have greater extent of plan to give (company) greater emphasis in their business over the next few years , 30% have moderate extent and 30% have slight extent.

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8. About 50% of the customers were not sure about the company to gain additional shares for the coming year, 30% says its doubtful and the rest 20% were somewhat confident about the company. 9. About 90% of the customers range of dealership sales volume is Rs 499000 or less. 10. About 70% of the customers feel that their product offer is about the same in profitability when compared to market leader. 11. About 60% of the customers feel that their product offer is about the same in service and supplies compared to market leader. 12. About 70% of the customers feels that the impact of the actions taken by the marketing mgmt is somewhat positive. 13. About 70% of the customers feel that the managements timeliness in response to their request is somewhat timely.
14. About 40% of customers had opted well trained as their top reason for satisfaction

with the CSRs, 30% feels they act at their best interest, 20% feels their professional standards of conduct and rest 10% says they are well trained. 15. About 90% of the customers place their orders through sales representatives.
16. Almost 100% of the customers says that they usually pick up orders by themselves.

17. Almost 100% of the customers feels that they are treated courteously at the loading platform. 18. Almost 100% of the customers says that they were served promptly at the loading platform. 19. About 30% of the customer says that timeliness is the best way the loading platform crew can serve better, 30% says its the help in logistics, 20% feels its responsiveness and the rest 20% says its courtesy. 20. About 90% of the customers says that their total annual purchase from their suppliers is over Rs 20.00,000. 21. About 40% of the customers feels that the companys overall service performance is as same as last year, 30% says its somewhat declined, 20% says its somewhat improved and the rest 10% feels its improved.

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SUGGESTIONS

SUGGESTIONS

About 90% of the customers belong to small scale firms, and it concentrates much on the small scale firms rather than the single large scale firm TAFE. I suggest the company to concentrate equally on both, because the TAFE is the one which gives a huge order and the profit obtained is much more than any other company gives.

About 60% of the customers are overall satisfied with the company and the 40% are either not satisfied or neutral, hence its much important for the company to work more for this 40% of the customers as the profit is more from them.

Only 40% of the customers have the plan to give the company business over the next few years, and its not enough as the company need to concentrate on this factor more because customer satisfaction is a must.

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Overall about 70% of the customers have a positive impression about the company in its performance and it should improve rather than maintaining it.

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CONCLUSION

CONCLUSION:
The overall project is depending up on the findings that have been explained previously. All my survey findings are correlated and being explain in the above graphs. After completing the survey and watching the analysis I come to this conclusion that the company much focuses on the small firms which yields a normal return than the large firms. Overall the performance of the company is seems to be somewhat satisfactory and not very satisfied. Its also important for the company to equally concentrate on the large firm which gives a good return. Need to work on companies which give more business rather than occasional ones. 77

BIBLIOGRAPHY

WEBSITES: http://en.wikipedia.org/wiki/Tractors_in_India http://www.madhuraindustries.com http://www.tafe.com/ www.tractorsparesindia.com

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www.19hourit.co.in BOOKS:
Kothari C R, Research methodology, Methods and Techniques. Philip Kotler, Marketing Management, seventh edition, Prentice Hall India, 2005.

ANNEXURE
QUESTIONNAIRE:

COMPANY NAME:_____________________________ 1. What type of firm you belong to? a) Small scale firm b) Large scale firm

2. How much of your business volume is accounted for by (company) products? 79

a) 24% or less b) 25% - 49% c) 50% - 74% d) 75% or more

3. How much of your profit is derived from (company) products? a) 24% or less b) 25% - 49% c) 50% - 74% d) 75% or more

4. Overall, I am very satisfied with the way [Company] performed (is performing) on this project. a) Strongly disagree b) Somewhat disagree c) Neither agree or disagree d) Somewhat agree e) Strongly agree

5. Compared to how you felt about [Company] before this project, what would you now say is the likelihood of completing another project with [Company]? a) better, based on performance b) about the same c) worse, based on performance

6. Considering the overall value of the project you paid for, was it 80

a) an exceptional value, worth more than you paid for it b) a good value, worth about what you paid for it c) a poor value, worth less than you paid for it

7. To what extent do you plan to give (company) greater emphasis in your business over the next few years? a) Great extent b) Moderate extent c) Slight extent d) Not at all

8. Overall, how confident are you that (company) will gain additional market share in the (product) industry in the coming year? a) Very confident b) Confident c) Somewhat confident d) Not sure e) Somewhat doubtful f) Doubtful g) Very doubtful

9. What is the range of your dealership's sales volume of (company) products last year?

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a) Rs499,000 or less b) Rs500,000 - 999,000 c) Rs1,000,000 - 2,999,000 d) Rs3,000,000 - 4,999,000 e) Rs5,000,000 - 9,999,000 f) Rs10,000,000 - 19,999,000 g) Rs20,000,000 or more

10. Compared to (market leader), how does (your product) offer advantages in profitability? a) Strong advantage b) Slight advantage c) About the same d) Slight disadvantage e) Strong disadvantage

11. Compared to (market leader), how does (your product) offer advantages in service and supplies business? a) Strong advantage b) Slight advantage c) About the same d) Slight disadvantage e) Strong disadvantage

12. Overall, have actions taken by (company) senior sales and marketing management over the past year had an impact one way or another on your business? a) Very positive impact 82

b) Positive impact c) Somewhat positive impact d) Not sure e) Somewhat negative impact f) Negative impact g) Very negative impact

13. On average, which of the following best describes (company) management's timeliness in response to your requests and inquiries? a) Very timely b) Somewhat timely c) Mixed d) Somewhat slow e) Very slow

14. What would be your top reason for being very satisfied with [Company] service representatives? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ ABOUT THE CUSTOMER: 15. What method do you usually use to place your orders? a) With a customer service rep b) With my sales rep 83

c) On-line computer order system d) Other

16. Do you usually pick up your orders? a) Yes b) No

17. If "Yes," are you treated courteously at the loading platform? a) Yes b) No

18. Are you served promptly? a) Yes b) No

19. What can the (Company) loading platform crew do to serve you better? _____________________________________________________________________ _____________________________________________________________________

20. Approximately what is the total annual purchase of all (type of products) from all your suppliers?
a) Under Rs50,000 b) Rs50,000 - 100,000

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c) Rs100,000 - 200,000 d) Rs200,000 - 500,000 e) Rs500,000 - 1,000,000 f) Rs1,000,000 - 2,000,000 g) Over Rs2,000,000

21. How do you rate (Company's) overall service performance today compared to last year at this time? a) Greatly improved b) Improved c) Somewhat improved d) Same as last year e) Somewhat declined f) Declined g) Greatly declined

22. What can your (Company) service rep do to serve you better? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________

23. Please rate the performance of your (Company) Customer Service Representative: Excellent Very Good Good Fair Poor Ability to solve problems 85

Understanding of my needs Responsiveness Professionalism Courtesy Friendliness Presentation of new products and packages 24.

Please rate the service performance of (Company) compared with your next largest supplier in each of the service areas olisted. First, rate our performance: Much WorseWorse Timeliness of deliveries Delivery day schedule Condition of delivered product Breakage Stock rotation Accuracy of order fill Back order fulfillment Handling of your phone orders Same Better Much Better

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