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SUMMER TRAINING PROJECTREPORT
Dealer/Customer Satisfaction in Fan Market
For Bajaj Electricals Ltd. (New Delhi)
Submitted in partial fulfillment of
Master degree in Business Administration (M.B.A.)
Under Guidance of: Submitted by:
Mr. Manish Shrivastava Rohit Chauhan(Area Manager, Fans) M.B.A.
Maharaja Agrasen Institute of Management & TechnologyKurukshetra University, Kurukshetra
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DECLARATION
I Rohit Chauhan student of MBA Programme (Session 2006-08) hereby declare that the
project report titled Customer satisfaction in Fan Market is a original piece of work
done by me and has been not submitted to any organization in any means possible.
The project is the result of my industrial summer training at Bajaj Electricals Ltd., New
Delhi.
ROHIT CHAUHAN
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ACKNOWLEDGEMENT
I hereby express my gratitude to Mr. Girish Mathur (Regional Manager) for giving me
the opportunity to do my project in Bajaj Electricals Ltd.
I am very grateful to Mr. Munish Shrivastava (Area Manager, Fans) for his valuable
suggestions and having shared his experiences related to the project.
I would like to extend a special thanks to him for sharing his knowledge and experience
related to my project and being a pillar of support throughout my training.
But for their help this project would not have matured the way it has.
ROHIT CHAUHAN
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CONTENTS
1. INTRODUCTION TO THE PROJECT
INDUSTRY PROFILE
HISTORY
PRODUCT RANGE
2. COMPANY PROFILE
ABOUT BAJAJ ELECTRICALS
3. LITERATURE REVIEW
4. SCOPE OF THE STUDY
5. OBJECTIVE OF THE STUDY
6. RESEARCH METHODOLOGY
7. RESEARCH FINDINGS
8. LIMITAITON OF THE STUDY
9. CONCLUSION
10. DEALERS SUGGESTIONS
11. RECOMMENDATION AND SUGGESTIONS
12. BIBLIOGRAPHY
13. APPENDIX
QUESTIONNAIRE
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INDUSTRY PROFILE
Though Bajaj Electricals is one of the major player in Electrical product industry and is
actively participating in every segment but there are other major and minor players which
are its competitors and giving a potential threat to Bajaj Electricals.
Crompton Greaves
USP : Technically very sound and quality is high. Major competitor
of Bajaj Fan .
Polar
USP : It gives seven year warranty period.
Usha
USP: It is one of the oldest brand and major player in fan market.
Orient
USP: Technically very sound and high quality and presence in few regions
Havells
USP: It is one of the new player which has created a big market for itself due to
aggressive promotional strategic and major threat to Bajaj in premium segment.
Khaitan
USP: It gives full replacement.
Local Brands
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HISTORY
The Bajaj group of India owes immense gratitude to their founding fathers whose
vision and dedication over the years has greatly helped to build a business house that can
set standards in Indian Industry.
Jamnalal Bajaj was the founding father of the Bajaj Group. The adopted
fifth son of Mahatma Gandhi, and the merchant prince who held the
wealth he created in trust for the people of his country. Trust a simple
word that contains a whole philosophy handed down by Jamnalal Bajaj
to his successors. He valued honesty over profit, actions over words and
common good over individual gain.
Kamalnayan Bajaj, elder son of Jamnalal Bajaj, followed footsteps of
his illustrious father and consolidated the bajaj foundation. With
characteristic foresight and pragmatic vision, he launched a steady
diversification programme which gave the current name Bajaj both its
shape and size. His unique management style created a work culture
that matched well with the national spirit he had inherited.
Ramkrishna Bajaj took over the reins of the Bajaj group in 1972 after
Kamalnayan Bajaj and steered the Group from strength to strength for
over 22 years. He had also actively participated in the freedom struggle
of the country. In post independent India,
he had led the youth movement. All along, he actively strengthened the
foundations of business through ethics and practices both within the
group and amongst the business community as well.
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Shekhar Bajaj, Chairman & Managing Director of Bajaj Electricals
Ltd., started his career with Bajaj Sevashram after which he worked atBajaj International, the groups export company. Mr. Shekhar Bajaj
joined Bajaj Electricals in 1980, became the Managing Director in 1987
and took over as the Chairman and Managing Director in 1994.
Mr. Bajaj is the Chairman of Bajaj Group companies Bajaj International
and Hercules Hoist Pvt. Ltd. and on the Board of Directors of Bajaj
Auto and IDBI Bank. He was the President of ASSOCHAM, former
President of Indian Merchant Chambers (IMC) and Council for Fair
Business Practices (CFBP)
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PRODUCT RANGE
BAHAR
Double Ball Bering
Sweep 1200, 1400 mm
Colours Brown, White
BAHAR DECO
Double Ball Bering
Sweep 1200, 1400 mm
Colours Brown, White
CROWN DX
Double Ball Bearing
Sweep 1200 mm & 1400 mm
Colours Ivory, White, Copper Red, Topaz,
Jade, Pearl
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CRYSTAL
Double Ball Bering
Sweep 1200mm
Colours Blue, White
EURO
Double Ball Bearing
Sweep 1200 mm
Colours White, Topaz, Pearl
GRACE GOLD DX
Double Ball Bearing
Sweep 600, 900, 1050, 1200, 1400 mm
Colours Brown, White, Bianco
KALASH
Double Ball Bearing
Sweep 1200mm
Colours Brown, White, Copper
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MAGNIFIQUE MX05
Brushed Nickle finish motor housing
6 Plywood Blades in Silver & White
Halogen lamp underlight Remote control for speed regulation and light
dimmer
Sweep 1200 mm
BP04
Sweep 400 mm
Colours Pink, Blue, Natural
BP05
Sweep 400 mm
Colours Pink, Blue, Natural
BT-05
Sweep 400 mm
Colours Pink, Blue, Natural
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BW01-12
Double Ball Bering
Sweep 300 mm
Colours Pink, Blue, Natural
BW04
Pull-Cord Oscillation Control
Sweep 400 mm
Colours Pink, Blue, Natural
GRACE PEDESTAL 450 FAN
Sweep 450 mm
Colours Ivory
GRACE PEDESTAL FAN
Sweep 400 mm
Colours Ivory
BAHAR
Sweep 225, 305 mm
Colour Metallic Grey
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FRESHEE MKII
Sweep 225, 305 mm
Colour Metallic Grey
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COMPANY PROFILE
Bajaj Electricals Limited (BEL) is a part of the US$ 3 billion Bajaj Group who are in
the business of steel, sugar, two wheelers & three wheelers besides an impressive range
of consumer electrical products. BEL is a 68 year old company with a turnover of over
Rs. 650 crores aiming to be a Rs. 1001 crore company in the next couple of years.
Bajaj Electricals has 19 branch offices, a chain of 600 distributors, 3000 authorised
dealers, over 1,20,000 retail outlets and over 200 service franchises spread across the
country. BEL today has five major strategic business unit comprising of home appliances,
fans, lighting, luminaries and engineering & project. BEL is also in the business of
manufacturing erection and commissioning of transmission line towers, telecom tower
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mobile telecom towers and wind energy towers. Export of all BELs product except of its
engineering and projects business unit is taken care of by group company Bajaj
International Pvt. Ltd.
Time has taken rests in some important business process company few business units
while the others Business Units are on the way to obtain the same.
Total Quality Management (TQM) has taken roots in some important business processes
of the company. Few business units of the company have already received ISO
certification while the other Bus are on the anvil to obtain the same. BEL had many
technology tie-ups collaborations with major international players, the details of which
are given under business activities.
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LITERATURE REVIEW
BAJAJ FANS BEFORE APRIL 2000
Bajaj Electricals limited entered the fans business by distributing fans manufactured by a
small fan company called Matchwel Electricals Pvt. Ltd. located in Pune in the 50s.
Bajaj Electricals Ltd. acquired a controlling stake in this company in the early 60s and
this subsidiary was merged with Bajaj Electricals Ltd in the year 1984. Bajaj fans had the
lowest share in the organized sector with a market share of only 7.6 percent and a market
share of only 3.6 percent of the total market. Bajaj as also present mainly in the premium
ceiling fans segment; that meant that it was targeting only 14 percent of the total
organized sector market for fans of which bajaj had a 20 percent market share and was
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considered as a strong player. The brands advertising share of spend was only 12 percent
of the total category spends on advertising. The brand was not in the consideration set of
many consumers as word of mouth franchise was weak.
The channel used by Bajaj to market the fans was an Indirect distribution Model thanks
largely to the legacy of the Appliances business of Bajaj Electricals, which is still based
on an indirect distribution model.
COMPANYANY DISTRIBUTOR/ RETAlLER /CONSUMER
The consumer perception of Bajaj brand in the Electrical trade has been good overall.
However, the brands presence in the fans category in the minds of the consumer was
missing . As a result the brand as not included in the consideration set of the consumer
for fan purchase.
Bajaj also has a very strong all Indian logistics with a round 20 branches and a strong
after sales service infrastructure with around 200 service franchisees and a good synergy
of its appliances product lines in the channel, many of who also sell fans.
MARKETING STRATEGY OF BAJAJ TOWARDS DEALER/CUSTOMER
SATISF ACTION
BROAD MARKETING DIRECTION
1. The Market Vision
To make Bajaj Fans a leading player in the fans market in India, by understanding and
effectively meeting the consumers stated and unstated needs, so as to achieve a sustained
competitive advantage, while pursuing the path of profitable growth for the Fans BU and
its brands.
2. Bajaj Fans The Competitive Stance
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Increase the width of the product line and launch new categories / products. Move
towards a Direct distribution system. Benchmark the market leaders network
reach and expand the retail network aggressively.
Price the product competitively with a higher deliverable value.
Use the power of the large organization infrastructure good brand quality equity
and resources to take on major players head on and invest to grow the business.
4. The product- market segmentation
Bajaj Fans was earlier focusing only on the premium segment of ceiling fans and was a
niche player in the market. To have a dominating position in the fans market based on the
strengths that company had in terms of brand, infrastructure, management capabilities
and understanding of the fans market, the company decided to target most of the
segments in the fan market by following a micro-segmentation strategy. The company
believed that the Right product at the Right Price Point for the Right Target Consumer
was the Right approach to creating the Right Competitive Advantage.
THE BRAND POSITIONING
1. Brand Architecture of Bajaj Fans
Although Bajaj Fans decided to target nearly all the segments in the fans market, it was
imperative to have a differentiation and concentration on a set of customer in each
segment, which will value the core benefit, which shall be offered by the Bajaj brand in
each segment.
4. Introduction of sub brands
As many as five new sub brand were introduced.
Bahar as a low price sub economy fan is ceiling table/exhaust fans.
Maxima as a medium price sub-economy fan is ceiling and exhaust
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Grace as an economy ceiling fan
Crown as a premium ceiling fan and TPW fans
Bajaj Midea as a premium TPW fans in a tie up with GD Midea holding Co.
unique Co branding exercise with the world largest fan manufacturing company
based in China.
Introduction of multiple sub brand and product has been a key ingredient to the
success of Bajaj Fans. Each sub brands signifies a specifies a specific customer
expectation and the companys attempts at meeting them.
KEY ELEMENTS OF THE MARKETING STRATEGY
4. Product Strategy
Ceiling Fans
Launch high quality decorative fans with better design in the premium segment.
Launch high quality decorative and non decorative but contemporary fan in the
economy segment corresponding to the consumer needs of the segment. Launch basic product without any frills to meet the needs of sub economy
segment aimed at providing an up graduation platform to the customer from the
unorganized sector.
TPW Fans
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Launch a new range of TPW fans in the premium and economy segments.
Freshair Fans
Launch a new range of Freshair fans in the economy and sub economy segments.
2. Pricing Strategy
The company follows a competitive pricing strategy in all major markets for all products
segments. The strategy to enter the lower price.
Segments was executed through launch of differentiated models aimed at the lower price
segments.
Earlier all Economy and Premium ceiling fans were sold at around Rs 1000 and Rs. 1200
respectively to the customer. Sub. economy ceiling fans were introduced at a customer
price of less than Rs. 900. The company introduced their Maxima ceiling fans at a
customer price of Rs. 900 and Bahar ceiling fans at a customer price of Rs. 800/-.
However, one of the organized sector competitors (say competitor A) introduced a
ceiling fan model at a customer price of Rs. 700. Today the sub economy segment is
being actively looked at by most major competitors.
The pricing innovation aimed at the Bottom of the Pyramid mass market has been a key
element of the Bajaj Fans success story.
Increased brand visibility at the market place
Initiated various ground level activities by hiring promoters in the key wholesale and
large retail markets for fans. These promoters were dressed in branded T-shirts and caps
and were asked to distribute leaflets of Bajaj fans to potential customer and to detail the
products at the point of sale.
When visiting the market, they would carry placards with the core communication
message of Bajaj fans Subse Tez. This created a lot of excitement in the market and
customers started asking for Bajaj fans.
Attractive POPs Display schemes and Mystery Customer Contests were also run for the
dealers for better display of products and packing on the retail shelves by the retailers and
for a channel push.
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Distribution strategy
Reach of potential through Mission Excel Initiative.
The aim under this initiative was to understand the reach of Potential of the retailers of
the company in the total market and ensure presence and high shop share at key retail
outlets, which had a high share of the defined market. This enabled the company to
explore a larger part of the defined market potential by being present in larger retailers
_counters in a stronger manner. This activity leads to an improvement in both the width
and depth of distribution.
Dealer Loyalty
Simply increasing the margins of dealers by offering higher discounts was not the best
form to gain dealer loyalty. This was because any other 23rganized sector brand could
match the offer immediately and nullify the companys price advantage.
Instead, since 2001 the company has introduced a number of programs to increase dealer
loyalty towards Bajaj Fans, thereby encouraging them to recommend our fmn over other
brands, to the customer. These were:
Summer Hungama Scheme
Special gifts to dealers, which included household appliances and travel within the
country and abroad. Key dealers were encouraged to qualify for travel incentives and
were taken for the trip along with their spouse. This helped in increasing the bonding
with key dealers. Trips were arranged to Bangkok, Mauritius and Singapore.
Bajaj Fan Dealers Privilege Club I First by any fan company
For long term CRM
Membership by invitation only
Only Crme de la crme fan dealers invited
Special rewards, gifts, trophies and certificates
Annual conference at a foreign location
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Criteria for qualification - Sales volume, Growth, Payment Efficiency.
To honour our key dealers and make them feel important and valued.
The company invited only 100 top dealers of the country of which 81 dealers
qualified. They were taken on a trip to Dubai with the top Management of the
company.
Dealer meets
Dealer and Sub dealer meets were organized to gain their confidence share with them the
companys strategies and future plans and obtains their feedback on how to collectively
grow in volumes and profits. Most importantly such meets created a strong bond between
the company and its dealers and sub dealers and made them feel an important part of
Team Bajaj.
4. Conclusion
In one of the earlier paras under segmentation it was said that The Company believed
that the Right Product at the Right Price Point for the Right Target Consumer was the
Right approach to creating the Right Competitive Advantage.
Indeed the substantial success achieved by Brand Bajaj Fans, whether it be in terms of the
Sales Performance, Market Share gains, Profit performance, Image Improvements,
Increase in Consumer Demand, Network related improvements, Dealer Loyalty and the
overall Brand strengths, has been a vindication of this firm belief. The Fans Business
Unit has been a trail blazer within the company in terms of energinising and electrifying
Team Bajaj Electricals with its sterling performance and substantial achievement. In
fact, the Fans team has set an example for the rest of the company to follow and emulate.
But the greatest tribute to the marketing success are the many Lacs of new customers
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whom the company has been able to add year after year, who in turn also become the
spokespersons for brand bajaj fans. The brand now looks to the future with renewed
hope, optimism and confidence.
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SCOPE OF THE STUDY
The scope of the study is to study the dealer/customer satisfaction in fan market and to
reveal the key performance parameter of satisfaction. The study carried out in state of
U.P. covering region of NOIDA, GHAZIABAD, MEERUT and MORADABAD resp.
due to its heterogeneous demographics.
The study provides information about the various attributes of satisfaction of
dealer/customer. The units of study are dealers in fan market.
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OBJECTIVES OF THE STUDY
To study satisfaction level of dealer/customer towards different fan companies
To check brand loyalty of customer
To study satisfaction level of dealer/customer in terms of Service and Quality
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RESEARCH METHODOLOGY
Marketing Research is undertaken to understand a marketing problem in a better way.
Before undertaking a marketing research, answer to two questions in required.
1. What Information is required for this research?
2. How can it be produced?
The main objective was DEALER / CUSTOMER SATISFACTION IN FAN
MARKET and for this a list of information required rate:
1. To determine satisfaction level of dealer/customer towards different fan
companies.
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2. Attributes of satisfaction of dealers/customers in fan industry.
3. To rank key performance parameters of various brand of fans.
OVERVIEW OF THE METHODOLOGY ENGAGED IN THE
QUESTIONNAIRE
Research Design - Descriptive Research
Data Source - Primary Data
Research Approach - Survey Method
Research Instrument - Questionnaire
Type of questions A mix of open and closed ended, dichotomous, multiple
choice questions
Sampling Plan
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Sampling Unit - Fan dealers
Sample Area - Western UP
Sample Size - Dealers of both area
Sampling Procedure - Simple random sampling
Contact Method - Personal interview
Data Processing
A number of tables & graphs to bring out the main characteristics of collected
data. Inferences to be drawn from the collected data.
MARKETING RESEARCH INSTRUMENTS
There are two main instruments in collecting primary data:
1. Questionnaire
The eight week program about Dealer/Customer satisfaction in fan market
was carried with the objective of bringing out the reasons which play the most vital role
during the purchase decisions of the fan and dealer / customer satisfaction towards
various brands of fans.
REGION SELECTION
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The whole activity was carried out by selecting two major states which provide
the major chunk of business. The area under study were Western U.P where
questionnaire was served to the dealer covering regions of Noida, Ghaziabad, Meerut &
Moradabad respectively.
SAMPLING
The study was based on the random sampling method by which sample of 62
users were taken.
These three region were selected for under study was because of their different
demographic factor which constitute population of the locality.
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CUSTOMER SATISFACTION IN FAN MARKET(Ghaziabad)
TOTAL NO. OF DEALERS=17
Observation 1The %age of brands in which the dealers are dealing.
Brand Total %ageBajaj 6 35.29Havells 7 41.17Crompton 7 41.17Usha 10 58.82Orient 7 41.17Khaitan 10 58.82Others 10 58.82
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Interpretation: Out of total dealers 35.29% are dealing with Bajaj.
Observation 2
What does the customer expects from different brands in terms of Quality?
Total %ageDesign 17 100Power consumption 6 35.29Speed 17 100Other 4 23.52
35
%age no. of dealers deal with
0
10
20
30
40
50
60
70
Bajaj Havells Crompton Usha Orient Khaitan Others
17
6
17
4
024
68
1012141618
Desig
n
Powe
rConsumption
Speed
Othe
r
Quality Measures
PositiveResponse
%AGE
NO.
OF
DEALE
RS
BRANDS
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Interpretation: Out of total dealers , in terms of quality 100% expect good design andspeed, 35.29%
Observation 3
What does customer expect from different brands in terms of service?
Total %age
Guarantee 16 94.12Warranty 5 29.41
Ready to give spare cost ofplastic spare parts within guarantee period 0 0
Time required to rectify the problem 11 64.71Other 0 0
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Interpretation:- Out of total dealers, 94.12% gives preference to Guarantee in terms ofService
Observation 4
Rank of different brands according to customer satisfaction
Score Rank
Bajaj 63 6
Havells 60 7
Crompton 78 2Usha 86 1
Orient 74 4
Khaitan 77 3
Polar 73 5
Other 35 8
37
16
5
0
11
00
2
4
6
8
10
1214
16
18
Guarantee
Costof
plas
tic
spa
re
par
ts
Other
Service Measures
PositiveRespons
e
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BRANDS
Interpretation:- Usha is the no. 1 brand with respect to its customer satisfaction
Observation 5
Most preferred brand which dealer want to buy
Brand Total %age
Bajaj 3 17.64Havells 4 23.52Crompton 3 17.64Usha 2 11.77Orient 2 22.22Khaitan 3 17.64Other 8 47.05
38
Rankwise score of different brands acc customer
satisfaction
8678 77 74 73
63 60
0
20
40
60
80
100
Usha Crompton Khaitan Orient Polar Bajaj Havells
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Interpretation:- 47.05% of the dealers want to buy Local brands
Observation 6
Satisfaction level of brands according to After Sale Service.Brands Satisfied Not SatisfiedBajaj 8 2Havells 8 1
Crompton 8 1Usha 11 0Orient 6 1Khaitan 8 1Other 8 1
39
Percentage no. of Dealers
17.64
23.52
17.64
11.77
22.2217.64
47.05
05
101520253035404550
Ba
jaj
Havells
Cromp
ton
Us
ha
Orient
Khaita
n
Others
Satisfaction regarding After Sale
Service
8 8 8
11
6
8 8
21 1
01 1 1
0
2
4
68
10
12
Bajaj
Havells
Crom
pton
Usha
Orie
nt
Khaitan
Othe
rs
Satisfied
Not Satisfied
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Interpretation:- Bajaj is at the second position after Usha in after sale services.
Observation 7
Overall Satisfaction level of Dealers with respect to brands they buy
Brands Highly satisfied Satisfied Partially satisfied Not satisfiedBajaj 2 7 0 2
Havells 2 7 0 1Crompton 4 6 0 1Usha 4 8 0 0Orient 2 8 0 0Khaitan 4 5 0 1Others 4 7 0 0
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Interpretation:- Most of the dealers are satisfied with the brands they are
dealing with.
Observation 8
Willingness of dealer to purchase the same brand.
41
Satisfaction level of dealers with brands they buy
2 2
4 4
2
4 4
7 76
8 8
5
7
0 0 0 0 0 0 0
21 1
0 01
001234
56789
Bajaj
Havells
Cromp
ton
Usha
Orie
nt
Khaita
n
Others
Highly satisfied
Satisfied
Partially satisfied
Not satisfied
Willingness of Dealers to purchase the same Brand
100%
0%
yes
no
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Interpretation:- 100% of the dealers are willing to purchase the same brand they aredealing with.
CUSTOMER SATISFACTION IN FAN MARKET(NOIDA)
TOTAL NO. OF DEALERS=18
Observation 1The %age of brands in which the dealers are dealing.
Brand Total %ageBajaj 15 83.33Havells 8 44.44Crompton 14 77.78Usha 14 77.78Orient 11 61.11Khaitan 14 77.78Others 7 38.89
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Interpretation:- Out of total dealers 83.33% are dealing with Bajaj.
Observation 2
What does the customer expects from different brands in terms of Quality?
Total %ageDesign 10 55.55
Power consumption 11 61.11Speed 13 72.22Other 9 50
43
%age no. of dealers deal with
83.33
44.44
77.78 77.78
61.11
77.78
38.89
0
10
2030
40
50
60
70
80
90
Bajaj Havells Crompton Usha Orient Khaitan Others
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Interpretation:- Out of total dealers, 72.22% gives preference to the speed of fan interms of quality
Observation 3
What does customer expect from different brands in terms of service?
Total %ageGuarantee 15 83.33
Warranty 2 11.11Ready to give spare cost ofplastic spare parts within guarantee period 1 5.55
Time required to rectify the problem 9 50Other 1 5.55
44
1011
13
9
0
2
4
68
10
12
14
Desig
n
Power
Consumption
Speed
Othe
r
Quality Measures
PositiveRe
sponse
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
45/78
Interpretation:- Out of total dealers, 83.33% gives preference to Guarantee in terms ofService
Observation 4
Rank of different brands according to customer satisfaction
Score Rank
Bajaj 145 2Havells 72 7
Crompton 153 1
Usha 126 4
Orient 123 5
Khaitan 133 3
Other 99 6
45
15
21
9
1
0
2
4
6
8
10
12
1416
Guarantee Warranty Cost of
plastic spare
parts
Time required
to ractify
problem
Other
Service Measures
PositiveResponse
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
46/78
Interpretation:- Crompton is the no. 1 brand according to its customer satisfaction
Observation 5
Most preferred brand which dealer want to buy
Brand Total %ageBajaj 9 50Havells 3 16.66Crompton 8 44.44Usha 5 27.77Orient 4 22.22Khaitan 4 22.22Other 2 11.11
46
Rankwise score of diff brands acc to customer
satisfaction
153 145133 126 123
99
72
0
20
40
60
80
100
120
140
160
180
Crompton Bajaj Khaitan Usha Orient Other Havells
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
47/78
Interpretation:- 50% of the dealers want to buy BAJAJ
Observation 6
Satisfaction level of brands according to After Sale Service.Brands Satisfied Not SatisfiedBajaj 14 2Havells 13 1
Crompton 10 5Usha 12 2Orient 14 1Khaitan 12 1Other 10 2
47
Percentage no. of Dealers
50
16.66
44.44
27.7722.22 22.22
11.11
010
20
30
40
50
60
Bajaj
Havells
Crom
pton
Usha
Orient
Khaitan
Othe
rs
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
48/78
Interpretation:- Bajaj and Orient are at the first position in after sale services. Most ofthe dealers are dissatisfied with crompton.
Observation 7
Overall Satisfaction level of Dealers with respect to brands they buy
Brands Highly satisfied Satisfied Partially satisfied Not satisfiedBajaj 5 13 0 0
Havells 3 12 3 0Crompton 1 12 2 3Usha 2 12 3 1Orient 1 14 2 0Khaitan 4 12 2 0Others 1 14 1 1
48
Satisfaction regarding After Sale
Service
1413
10
12
14
12
10
21
5
21 1
2
0
2
4
6
8
10
12
14
16
Bajaj
Havells
Crom
pton
Usha
Orie
nt
Khaitan
Othe
rs
Satisfied
Not Satisfied
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
49/78
Interpretation:- Mostly all dealers are satisfied with the brands they are dealing
with.
Observation 8
Willingness of dealer to purchase the same brand. 100% of the dealers are willing topurchase the same brand they are dealing with.
49
Satisfaction level of dealers with brands they buy
5
3
12
1
4
1
1312 12 12
1412
14
0
32
32 2
10 0
3
10 0
1
0
2
4
6
8
10
12
1416
Bajaj
Havells
Cromp
ton
Usha
Orie
nt
Khaita
n
Others
Highly satisfied
Satisfied
Partially satisfied
Not satisfied
Willingness of Dealers to purchase the same Brand
100%
0%
yes
no
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
50/78
Interpretation:- 100% of the dealers are willing to purchase the same brand they aredealing with.
CUSTOMER SATISFACTION IN FAN MARKET(Meerut)
TOTAL NO. OF DEALERS=12
Observation 1The %age of brands in which the dealers are dealing.Brand Total %ageBajaj 4 33.33
Havells 4 33.33Crompton 6 50Usha 5 41.66Orient 7 58.33Khaitan 8 66.66Others 5 41.66
50
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
51/78
Interpretation:- Out of total dealers 33.33% are dealing with Bajaj.
Observation 2
What does the customer expects from different brands in terms of Quality?
Total %ageDesign 12 100Power consumption 3 25
Speed 10 83.33Other 2 16.66
51
%age no. of dealers deal with
33.33 33.33
50
41.66
58.33
66.66
41.66
0
10
20
30
40
50
60
70
Bajaj Havells Crompton Usha Orient Khaitan Others
12
3
10
2
0
2
4
6
8
10
12
14
Desig
n
Powe
rConsumption
Speed
Othe
r
Quality Measures
Pos
itiveResponse
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
52/78
Interpretation:- Out of total dealers, 100% gives preference to the Design in terms ofQualitity
Observation 3
What does customer expect from different brands in terms of service?
Total %ageGuarantee 11 91.66Warranty 3 25
Ready to give spare cost ofplastic spare parts within guarantee period 0 0
Time required to rectify the problem 6 50Other 0 0
52
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
53/78
Interpretation:- Out of total dealers, 91.66% gives preference to Guarantee in terms ofService
Observation 4
Rank of different brands according to customer satisfaction
Score Rank
Bajaj 58 4
Havells 22 7
Crompton 52 5
Usha 60 3
Orient 77 1
Khaitan 74 2
Other 51 6
53
11
3
0
6
00
2
4
6
8
10
12
Guarante
e
Cost
of
plastic
spare
parts
Other
Service Measures
PositiveResponse
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
54/78
Interpretation:- Orient is the no. 1 brand according to customer satisfaction
Observation 5
Most preferred brand which dealer want to buy
Brand Total %ageBajaj 2 16.66Havells 0 0
Crompton 3 25Usha 1 8.33Orient 6 50Khaitan 4 33.33Other 2 16.66
54
Rankwise score of diff brands acc to customersatisfaction
77 74
60 5852 51
22
0
10
20
30
40
50
60
70
80
90
Orient Khaitan Usha Bajaj Crompton Other Havells
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
55/78
Interpretation:- 50% of the dealers want to buy Orient
Observation 6
Satisfaction level of brands according to After Sale Service.
Brands Satisfied Not SatisfiedBajaj 4 1Havells 2 0
Crompton 4 0Usha 5 0Orient 7 0Khaitan 7 0Other 6 1
55
Percentage no. of Dealers
16.66
0
25
8.33
50
33.33
16.66
0
10
20
30
40
50
60
Bajaj
Havells
Crom
pton
Usha
Orient
Khaitan
Othe
rs
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
56/78
Interpretation:- Bajaj is at 4th position in After sale services
Observation 7
Overall Satisfaction level of Dealers with respect to brands they buy
Brands Highly satisfied Satisfied Partially satisfied Not satisfiedBajaj 1 4 0 1Havells 0 7 0 0
Crompton 2 6 0 1Usha 0 8 0 0Orient 1 7 0 0Khaitan 2 8 0 0Others 0 3 0 0
56
Satisfaction regarding After Sale
Service
4
2
4
5
7 7
6
1
0 0 0 0 0
1
0
1
2
3
4
5
6
7
8
Bajaj
Havells
Crom
pton
Usha
Orie
nt
Khaitan
Othe
rs
Satisfied
Not Satisfied
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
57/78
Interpretation:- Most of the dealers are satisfied with the brands they are
dealing with.
Observation 8
Willingness of dealer to purchase the same brand. 100% of the dealers are willing topurchase the same brand they are dealing with.
57
Satisfaction level of dealers with brands they buy
10
2
01
2
0
4
76
87
8
3
0 0 0 0 0 0 01
01
0 0 0 001234
56789
Bajaj
Havells
Crom
pton Usha
Orient
Khaitan
Others
Highly satisfied
Satisfied
Partially satisfied
Not satisfied
Willingness of Dealers to purchase the same Brand
100%
0%
yes
no
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
58/78
Interpretation:- 100% of the dealers are willing to purchase the same brand they aredealing with.
CUSTOMER SATISFACTION IN FAN MARKET(Moradabad)
TOTAL NO. OF DEALERS=15
Observation 1The %age of brands in which the dealers are dealing.
Brand Total %ageBajaj 8 53.33
Havells 8 53.33Crompton 5 33.33Usha 7 46.67Orient 5 33.33Khaitan 10 66.67Others 11 73.33
58
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
59/78
Interpretation:- Out of total dealers 53.33% are dealing with Bajaj.
Observation 2
What does the customer expects from different brands in terms of Quality?
Total %ageDesign 15 100Power consumption 8 53.33
Speed 15 100Other 2 13.33
59
%age no. of dealers deal with
53.33 53.33
33.33
46.67
33.33
66.6773.33
0
10
20
30
40
50
6070
80
Bajaj Havells Crompton Usha Orient Khaitan Others
15
8
15
2
024
6
810
1214
16
Desig
n
Powe
rConsumption
Speed
Othe
r
Quality Measures
Posit
iveResponse
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
60/78
Interpretation:- Out of total dealers, 100% gives preference to Design and Speed interms of Quality
Observation 3
What does customer expect from different brands in terms of service?
Total %ageGuarantee 15 100Warranty 11 73.33
Ready to give spare cost ofplastic spare parts within guarantee period 0 0
Time required to rectify the problem 8 53.33Other 0 0
60
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
61/78
Interpretation:- Out of total dealers, 100% gives preference to Guarantee in terms ofService
Observation 4
Rank of different brands according to customer satisfaction
Score Rank
Bajaj 61 4
Havells 56 5
Crompton 46 7Usha 65 2
Orient 51 6
Khaitan 102 1
Polar 62 3
Other 21 8
61
15
11
0
8
00
2
4
6
8
10
1214
16
Guarantee
Costof
plastic
spare
parts
Other
Service Measures
PositiveResponse
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
62/78
Interpretation:- Khaitan is the no. 1 brand according to customer satisfaction
Observation 5
Most preferred brand which dealer want to buy
Brand Total %ageBajaj 5 33.33Havells 4 26.67
Crompton 0 0Usha 2 13.33Orient 2 13.33Khaitan 5 33.33Other 4 26.67
62
Rankwise score of diff brands acc to customersatisfaction
102
65 62 61 56 5146
0
20
40
60
80
100
120
Khaitan Usha Polar Bajaj Havells Orient Crompton
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
63/78
Interpretation:- 33.33% of the dealers want to buy Bajaj & Khaitan
Observation 6
Satisfaction level of brands according to After Sale Service.Brands Satisfied Not SatisfiedBajaj 9 0Havells 9 0Crompton 5 0
Usha 7 0Orient 6 0Khaitan 10 0Other 7 0
63
Percentage no. of Dealers
33.33
26.67
0
13.33 13.33
33.33
26.67
0
5
10
15
20
25
30
35
BajajHa
vells
Crom
pton Usha Orient
Khaitan
Others
Satisfaction regarding After Sale
Service
9 9
5
76
10
7
0 0 0 0 0 0 00
2
4
6
810
12
Bajaj
Havells
Cro
mpton
Usha
Orie
nt
K
haita
n
Othe
rs
Satisfied
Not Satisfied
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
64/78
Interpretation:- Bajaj is at the second position after Khaitan in after sale services.
Observation 7
Overall Satisfaction level of Dealers with respect to brands they buy
Brands Highly satisfied Satisfied Partially satisfied Not satisfiedBajaj 3 7 0 0Havells 2 8 0 0
Crompton 0 9 0 0Usha 0 9 0 0Orient 2 6 0 0Khaitan 2 9 1 0Others 2 9 1 0
64
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
65/78
Interpretation:- Most of the dealers are satisfied with the sales promotion
schemes and profit margins of the brands they are dealing with.
Observation 8
Willingness of dealer to purchase the same brand. 100% of the dealers are willing topurchase the same brand they are dealing with.
65
Satisfaction level of dealers with brands they buy
32
0 0
2 2 2
78
9 9
6
9 9
0 0 0 0 01 1
0 0 0 0 0 0 00123456789
10
Bajaj
Havells
Cromp
ton
Usha
Orie
nt
Khaita
n
Othe
rs
Highly satisfied
Satisfied
Partially satisfied
Not satisfied
Willingness of Dealers to purchase the same Brand
100%
0%
yes
no
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
66/78
Interpretation:- 100% of the dealers are willing to purchase the same brand they aredealing with.
66
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
67/78
LIMITATION
1. Sampling error may creep in i.e. sample selected may not be a true
representative of the population
2. There was no method to check if the respondents are providing the true and
consistent information
67
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
68/78
3. The raking done by respondent may be affected by their perception & the
other external facts like book brand etc. rather than their experience with the
fan
4. Although the identity of the analyzer was not to reverted for getting fair
responses, but dealers may still request and not thus, provide the true
responses.
5. An element of personal bias of the dealer while recommending promoting and
brand is always there due to many reasons, which cannot be qualified &
measured.
6. While conducting this study, unavoidable errors crept in such as non response
error & responsive style error
7. Since respondents have been interviewed on personal values & behaviours the
responses may not have exactly same.
68
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
69/78
DEALERS SUGGESTIONS
Information about Dealer meets should be provided to the dealers.
After sale service should be take care off
Dealer margin should be increased
Company should invest in publicity and advertisement of their product so that the
public get aware of it
69
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
70/78
Special sales promotion schemes should be there for retailers also
Companies should increase the range of economy models to give better option to
the customer
Once in a while company should contact retailers also to collect their views and
give information about the policies of the company
70
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
71/78
RECOMMENDATIONS & SUGGESTIONS
Since electrical goods some times have complaint so after sale services play a
vital role in making a purchase. So company should build up a strong network to
provide better and best after sale services to its customers
71
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
72/78
From the analysis it is revealed that company make low and unsubstantial
investments in marketing and advertisement so company should emphasize on
improving its marketing strategies
Since the customer in todays era is interested in a quality product rather than the
cheaper one company should provide a product with better quality and at a
genuine price
Design/look of fan should be taken care off which is important attribute of
satisfaction for dealer/customer
The price of the product should be less than that of competitors especially in sub
economy and economy segment
From the analysis it is revealed that company hardly pay any attention to
customer feedback. Company should look after this and try to follow CRM
(Customer Relationship Management) strategy in order to get useful suggestions
and feedback from it customers.
72
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
73/78
BIBLIOGRAPHY
Kotler Philip, Marketing Management, Pearsons publications, 2006
Zidmund, William, Business Research Methodology, Thomson publication, 2006
WEBSITE:
73
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
74/78
www.bajajelectricals.com
74
http://www.bajajelectricals.com/http://www.bajajelectricals.com/ -
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
75/78
QUESTIONNAIREName:
Address:
Phone:
1: Which brands of the fans are you dealing with?
75
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
76/78
Bajaj Crompton Usha
Havells Khaitan Orient
Other____________
2: What does the customer expects from these brands in terms of quality? Design Speed Power consumption
Any other_________
3: What does the customer expects from these brands in terms of service?
Guarantee Warranty
Ready to give cost of plastic spare parts within guarantee period
Time required to rectify the problem
Any other_________
4: Which company meets above mentioned customer expectations acc to you? Rank
them.
BRAND NAME RANK
Bajaj
Crompton Greaves
Usha
Orient
Khaitan
Polar
Havells
Other
5: Which brand you prefer to buy?
Bajaj Crompton Usha
Havells Khaitan Orient
Other____________
6: Why you prefer these brands?
BRAND After sale
service
Service
franchisee
Service
provided
Best service
profile
76
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
77/78
available
Satis Not
satis
Yes No Onsite Offsite Onsite Offsite
Bajaj
Crompton
Usha
Orient
Khaitan
Polar
Havells
Other
7: How much are you satisfied with brands you buy?
BRAND NAME Highly Satisfied Satisfied Partially satisfied Not satisfied
BajajCrompton
Usha
Orient
Khaitan
Polar
Havells
Other
8: Will you again purchase the same brand?
Yes No
if No, tell other brand_________________
9: Any suggestion to improve
77
-
7/27/2019 Customers Satisfaction in Fan Market(Bajaj)
78/78