final project

CHAPTER 1

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INTRODUCTION

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INTRODUCTION

A STUDY ON CUSTOMER SATISFACTION OF PEEKAY STEEL ROLLING MILL Pvt.

Ltd., is conducted as a project of the part of MBA course.

Marketing is the process by which companies determine what products or services may be of

interest to customers, and the strategy to use in sales, communication and business

development. It generates the strategy of that underlies sales technique business

communication and business development it can also be defined as an organizational

functions and a set of process for creating, communicating and delivering value to customers

and for managing customer relation in ways that benefit the organization.

The success of marketing depends on how customers take the products, so customers are the

key people in marketing. Marketing take meeting customers needs profitably. So the

customers satisfaction is an important part in overall organizational growth.

A business ideally seeking feedback to improve customers satisfaction. Customer satisfaction

provides a leading indicator of consumer purchase and loyalty. Although sales or market

share can indicate how well a firm is performing currently. Satisfaction is perhaps the best

indicator of how likely it is that the firms customers will further purchases in future.

Customer satisfaction, a term frequently used in marketing is a measure of how product and

services supplied by a company to meet or surpass customers 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 exceeds specified satisfaction

goals.

In older days customers are treated as the king of the market how the trend is changed.

Nowadays days the customers are treated as god. A customer satisfaction is measure at the

individual level but it is almost always reported as aggregate level. Satisfaction depends on a

number of both psychological and physical variables, which correlate with satisfaction

behavior such as return and recommend rate.

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Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of

the state of satisfaction vary from person to person and product to product. The state of

customer satisfaction is seen as a key performance indicator within business and is a part of

the four a balanced score card. In a competitive market place where business competes 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 focuses

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-of-

mouth marketing, which is both free and highly effective. Therefore, it is essential for

business to effectively manage customer satisfaction.

In researching satisfaction, firms generally asks customer whether their products or service as

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 usual measure of customer satisfaction involve a survey with a set of statement using

likert technique scale. The customer is asked to evaluate each statement and in term of

performance of the organization being measured.

The prime importance of customer satisfaction is, it costs between 5 and 6 times more attract

a new customer than to keep an existing one. The importance customer satisfaction cannot be

dismissed because the happy customers are like free advertisement. Customer satisfaction

survey provides benefits for business of every size. It can assist business decisions makers in

developing strategies to achieve the all important goals of gaining and retaining customers.

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INDUSTRY PROFILE

5

INDUSTRY PROFILE

About steel

Steel is an alloy that consists mostly of iron and has a carbon content between 0.2% and

2.1% by weight, depending on the grade. Carbon is the most common alloying material for

iron, but various other alloying elements are used such as manganes, chromium, vanadium

and tungsten. Varying the amount of alloying elements and form of their presence in the steel

controls qualities such as the hardness, ductility and tensile strength of the resulting steel.

Steel with increased carbon content can be made harder and stronger than iron, but such steel

is also less ductile than iron. Steel metal alloy that is composed principally of iron and

carbon.

Steel n the world and steel industry in the world has been rapidly increasing. Steel

industry in India has been largely benefited by strong world demand as well as domestic

demand. India is among the top producers of all forms of steels in the world. Easy availability

of low cost of manpower and presence of abundant reserves make India competitive. Steel

industry in India is undergoing a major boom.

Steel industry in India s on an upswing because of the strong global and domestic demand.

India’s rapid economic growth and sourcing demand by sectors like infrastructure, real estate,

auto mobiles, at home and abroad, has put Indian steel industry on the global map.

According to the latest report by international iron and steel institute, india is the 7 th

largest steel producer in the world. The origin of the modern indian steel industry can be

traced back to 1953 when a contract for the construction of an integrated steel works in

Rourkela.

Although India has modernized its steel making considerably, how ever ,nearly 6% of

its crude steel is still produced using the out dated open –hearth process. Labour productivity

in India is still very low. According to a estimate crude steel output at the biggest Indian steel

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maker is roughly 144 tonnes per worker per year, where as in western Europe the figure is

around 600 tonnes. Steel production in India is also hampered by power shortagers. India is

deficient in raw materials required by the steel industry.

Strength of Indian steel industry

Low labour wage rates

Abundance of quality

Manpower

Mature production base

Positive stimuli from construction industry

Booming automobile industry

Steel demand in India rose more than 8% in 2009, buoyed by the governments

focus on infrastructure and revival in the automobile and consumer goods sector of Asia’s

third-largest economy. About half of India’s steel industry comprises a large numbers of

makers of higher-end re-rolled steel with lessthan one million tonnes of capacity each. Indian

steel producing capacity is likely to touch 120.62 million tonnes by 2011/12 according to the

federal steel ministry.

Growth of steel industry

Global steel production grew enormously in the 20 th century from a mere 2 8 million

tonnes at the beginning of the century to 781 million tonnes at the end. Bethlehem steel in

Bethlehem, Pennsylvania was one of the world’s largest manufacture of steel. Over the

course of the 20th century, production of crude steel has risen at an astounding rate, now fast

approaching a production level of 800 million tonnes per year. Today, it is difficult to image

in a world without steel.

Steel consumption increases, when economies are growing, as governments invest in

infrastructure & transport, and build new factories and houses. Economic recession meets

with a dip in steel production as such investments faster.

Towards the end of the last century growth of steel production was in the developing

countries such as China, Brazil and India. Globally, the steel industry became a billion tonne

grow will depend primarily on how much more steel is consumed in the developing

countries.

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In 2010 , total world crude steel production was 1413.6 million metric tonnes the

biggest steel producing country s china. The global steel industry has been gong through may

or changes in 1970. China has emerged as a major producer and consumer as has India to a

lesser extent. The volume of steel consumed has been the barometer for measuring

development and economic progress. Whether it is construction or industrial goods.

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COMPANY PROFILE

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COMPANY PROFILE

Peekay Steel Castings (P) Ltd, established in 1991, is a modern state-of-the-art foundry

located at Calicut (Kozhikode) in Kerala on the western coast of South India, manufacturing

high quality steel castings made of Carbon steel, Alloy steel, Stainless steel, Duplex steel,

Nickel base alloys etc. in various sizes and weights up to 11000 Kg per piece for the

petrochemical industry, power supply, earth moving, transportation and other engineering

industries. The annual production capacity is 5000 MT. This capacity is being enhanced to

7200 MT/annum from April 2008 onwards.

Peekay Steel Castings (P) Ltd is the flag ship company of Peekay group which plays a vital

role in the industrial development of Kerala. The company was incorporated with the

Registrar of Companies, Kerala as a private limited company on 09.04.1991.

Peekay Group was established in the year 1942 by Haji P.K.Moidu, a legend of his own time

for his uncommon vision. The strong foundation laid down by his extraordinary business

acumen and uncompromising integrity has given the group a strong set of values and

fundamentals. After the blazing success for the past 65 years, the group has held those values

closer than ever and has focused more on its business objectives surpassing conventional

paradigms and setting new benchmarks.

Today, under the leadership of Mr.P.K.Ahammed, the company has become one of the

most respected Indian family business houses with an annual turnover exceeding 120 Million

US Dollars. The group's strong vision has given it the right direction and ever increasing urge

to grow. Peekay group plays a vital role in the industrial development of Kerala and its

activities include steel, flour mills, real estate, construction, plantations, education, health

care, charitable institution etc,.

PEEKAY GROUPS

M/s. Peekay Steel Castings Pvt. Ltd., Calicut

M/s. Peekay Steel Castings Pvt. Ltd., Coimbatore

M/s. Peekay Rolling Mills Pvt. Ltd., Calicut

M/s. Janatha Steel Mills Pvt. Ltd., Calicut

M/s. Ahammed Roller Flour Mills Pvt. Ltd., Calicut

M/s. Pondy Roller Flour Mills Pvt. Ltd., Mahe

M/s. Peekay Roller Flour Mills, Calicut

M/s. Peekay Overseas Ventures, Calicut

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M/s. P.K.Ahammed& Co, Calicut

M/s. Nellikot Traders, Calicut

M/s. Peekay Constructions, Calicut

M/s. Peekay Estates, Thamarassery.

VISION

To be an engineering conglomerate and lead Peekay to new horizons, expanding and

diversifying to new industries and cutting edge technologies. A one stop supplier to all the

major OEM’s globally in terms of ready to assemble machined castings, forging and

fabrications requirements globally.

MISSION

To produce 13200 Tons of Steel Castings in the financial year 2008-09.To serve the

customers, with wide range of requirements starting from 0.5kg to 12 Tons single casting

from our different plants in different locations.

QUALITY POLICY

Peekay Steel Castings shall consistently and diligently manufacture products exceeding the

expectations of the customers, to remain a market leader by excellence in total quality

performance. It commits to continuously improving its processes, personnel and system

towards meeting customer satisfaction.

BOARD OF DIRECTORS

Chairman - Mr. P .K. Ahanmmed

Managing Director - Mr.KE.Moidu

Joint Managing Director - Mr.K.E.Shanavaz

MAJOR CUSTOMERS

➢ ARI - Armaturen Albert Richter GmbH & Co. KG,Germany

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➢ Cardwell Westinghouse, USA

➢ Control Component Inc., USA

➢ Dresser ProduitsIndustriels, France

➢ General Electric Company, USA

➢Koso Fluid & Controls Pvt. Ltd.,

➢Leser GMBH & CO.KG, Germany

➢Malbranque S.A., France

➢Mokveld Valves, BV

➢ Nordstrom AudcoInc, USA (Flowserve)

➢ Severn Glocon Ltd., UK

➢ SPX Process Equipment, USA

➢TermomecannicaPompe, Italy

➢ Advance Valves, Faridabad

➢ Alstom Projects India Ltd, Baroda

➢Audco India Ltd, Chennai

➢ Bharat Heavy Electricals Ltd, Tiruchirappalli

➢ Dresser Valve, India

➢Koso Fluid & Controls Pvt. Ltd.,

➢ Fisher - XomoxSanmarLimited , Chennai

➢FlowServe India Controls Private Limited, Bangalore

➢ Instrumentation Limited, Palakkad

➢ Kent-Introl Pvt. Ltd., Nashik

➢ KSB, Coimbatore

➢ MIL Controls Limited, Thrissur

CERTIFICATION

➢ ISO 9001-2000 By TUV Germany has been certified since 2000.

➢ AD 2000-Merkblatt W 0 By TUV Germany Company has been certified since 2000.

➢ Certificate of Quality system for material manufacture according to directive 97/23/EG By

TUV Germany.

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➢ Well Known Foundry certification under Boiler Regulations 1950 for castings upto 12000

Kg/Piece.

➢ Approval of manufacturer Certificate by DNV (Det Norske Veritas).

➢ Manufactures Capability Certificate (MCC) by Germanischer Lloyd Germany

➢ Foundry Approval by BV Marine.

➢ Approval from Lloyd’s Register Asia.

➢ Supplier Qualification Certificate from Emerson

MAJOR COMPETITORS

Minar TMT steel

Tata TMT steel

Kairali TMT steel

Prince TMT steel

Kalliyath TMT steel

Scot TMT steel

Bharath steel

Parisons steel

Beepatch steel

RESEARCH METHODOLOGY

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Research methodology is a detail description about how the study was carried out. It

is an important part of a report. It includes the basic design of the study, the nature of the

sample, the data collection techniques, and statistical tool for analysis.

A research design is the plan, structure and strategy of investigation

conceived so as to obtain answers to research questions and to control variance. It denotes the

sources and types of information relevant to the research problem.

SOURCES OF DATA COLLECTION

Data collection is the important part of the study. The data collection is done by using

primary and secondary sources.

(a)PRIMARY SOURCES

Primary data is the data collected for the first time. Primary data is considered as the raw

material to which statistical methods are applied for the purpose of analysis and

interpretation. In this study the primary data are collected by using interview schedule. The

customers are personally contacted through telephone and personal interview

with customers are also conducted.

(b)SECONDARY SOURCES

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Secondary data are those data, which have already been collected, tabulated and

presented in some form by someone else for some other purpose. In this study,

the secondary data are collected mainly through company brochure, websites,

and books and magazines.

TOOL OF ANALYSIS

The collected data was presented for analysis by using simple percentage

analysis. The obtained data was tabulated and analysis was done. The values are

plotted by using bar charts.

SAMPLE DESIGN

A sample design is a theoretical basis and the practical means by

which we infer the characteristics of some population by generalizing from the

characteristics of relatively few of the units comprising the population. In

sampling design sampling frame, total population, sampling unit, sampling

method, sample size are analyzed. Sampling method used in this study is

random sampling method.

SAMPLE SIZE

In this study the total population defined is 480. Out of 480, 50 people were taken as samples.

OBJECTIVES OF THE STUDY

1. To know the customer satisfaction level.

2. To find out company’s position in the market.

3. To find out the effectiveness of promotional and marketing strategies.

4. To know the effectiveness of customer relation management.

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5. To know the awareness of customer for purchasing the product.

SCOPE OF THE STUDY

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1. It helps to identify the area which require corrective action and improvement.

2. To understand the level of customer satisfaction.

3. To know various tastes and preference.

4. Know about competitors in the market

5. Measuring customer satisfaction provides an indication of how successful the

organization is at providing products/series to the market place.

6. It also identify areas that can be leveraged to achieve business growth and expansion.

LIMITATIONS OF THE STUDY

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The time period allotted for the study is limited.

The response of the respondents may be biased.

The sample size is fifty only.

The findings applicable only this concern and it may not applicable to all other

concerns in same industry

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CHAPTER 2

19

REVIEW OF LITERATURES

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How happy buyers are with firm’s products the degree to which customer expectations of a

product or service are met or exceeded. Corporate and individual customers may have widely

differing reasons for purchasing a product or service and there for any measurement of

satisfaction will need to be able to take into account such differences.

IMPORTANCE OF CUSTOMER SATISFACTION

The importance of customer satisfaction is apparent when the company realizes that, without

customers, they don’t have a business. A single unsatisfied customer can send more business

away from the company than 10 satisfied customers. The more focus on customer retention

and customer support, the more long term business the company will get. It’s worth it to

focus on customer satisfaction strategies, no matter how large or small the company is.

Understanding the needs of the customer is critical: a business relationship, just like any other

relationship, relies on both people getting the needs met. No matter what type of business we

are in , all customers want the same thing. They want to feel welcomed the and appreciated

by the company and the staffs. They don’t want to get the impression that they are just being

used by producers for money. Small interactions like “thank you” and a nice smile can go a

long way toward customer satisfaction.

Make sure the employees operate with the same principles: a big part of customer satisfaction

is reliability. If customers come to expect a certain mode of behavior from the company and

their employees, they should deliver it to them each and every time. Customers want to be

able to rely on the company. They expect consistent delivery at times and support. By

training the employees to treat all customers with the same respect, their customers will all

have the same experience with the company, which will increase customer satisfaction.

Be honest when you don’t meet expectations: customer satisfaction is at its most important

when something goes wrong in the chain of delivery. Whether a customer was double

charged or didn’t receive what they ordered, the employees need to handle the situation with

the utmost care. The employee should apologize and take steps to rectify the situation. The

phrase “the customer is always right” is at the core of a good customer satisfaction strategy. It

doesn’t matter whether or not the customers misread the instructions or made the mistake; the

employee should take the steps to make the customer happy.

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Customer satisfaction is the foundation of a good business: satisfied customers will make a

great foundation for return business, and they may also bring their friends and associates.

Remember that customers are the heart of any business. Keep them satisfied, and encourage

them to tell their friends their experiences with the business.

KEY TO CUSTOMER SATISFACTION

Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty. Customer satisfaction data are among the most frequently collected indicators of

market perceptions.” Within the organizations, the collection, analysis and dissemination of

these data send a message about the importance of tending to customers and ensuring that

they have a positive experience with the company’s goods and services.

“Although sales or market share can indicate how well a firm is performing currently,

satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will

make further purchases in the future. Much research has focus on the relationship between

customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are

most strongly realized at the extremes.” On a five – point scale, “individuals who rate their

satisfaction level as’5’ are likely to become return customers and might even evangelize for

the firm. Individuals who rate their satisfaction level as ‘1’, by contrast, are unlikely to return.

Further, they can hurt the firm by making negative comments about it to prospective

customers. Willing to recommend is a key metric relating to customer satisfaction.

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1.CUSTOMER SATISFACTION ACROSS ORGANIZATIONAL UNITS

This article examines customer satisfaction models for assessing the relationship of overall

satisfaction with a product or service and satisfaction with specific aspects of the product or

service for organizations having multiple units or subunits. These units could be stores,

markets, dealers, divisions, and so on. The authors suggest a method for studying whether the

drivers of overall satisfaction vary across such units. For cases where the drivers do vary

across subunits, they show how additional variables can be included in a model to account for

the variation. The authors illustrate this approach by studying customer satisfaction in the

newspaper and health care industries .They use generalizability theory to evaluate the

reliability of scales from multistage cluster sample designs. It is argued that the approach has

important implications for both theory and practice.

Edward C. Malthouse , James L. Oakley, Bobby J. Calder, Dawn Iacobucci

Doi:10.1177/1094670503259386

Journal of service research February 2004

Vol 6, no.3 ,page 231-242

2.CUSTOMER SATISFACTION MEASUREMENT

It is far less costly to keep existing customers than to win new ones. Loyal customers buy

more products and help bring in more business by recommending your product to others. So

if customer loyalty is the global , then the suppliers efforts should begin with the knowledge

of what constitutes value to his customers and market. A supplkier should always keep on

improving so as to achieve a greater profitability. This can be achieved by knowing the

market well that is understanding exactly what the customer wants. By discovering what the

customer wants , the supplier can begin to understand how his products and services provide

value for his customers .

AshishBhaveQuality& productivity journal ,feb 2002 page 156-162

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3.CUSTOMER SATISFACTION AND WORD OF MOUTH

There is theoretical and empirical support for both possibilities. To better understand this

issue, the authors developed a utility – based model of the relationship between customer

satisfaction and word of mouth. The hypothesized functional form – an asymmetric U-shape-

cannot be rejected based on data from the Unitede states and Sweded. The findings also

indicate that although dissatisfied customer s do engage in later word of mouth than

satisfied ones, common suppositions concerning the size of this difference

appear to be exaggerated.

Eugene W. Anderson

Journal of service research, August 1998

Vol 1, pp:5-17, doi:10.1177/109467059800100102

4.MARKETING ACTIONS AND THE VALUE OF CUSTOMER ASSETS

A Framework for customer asset management

This article develops a framework for assessing how marketing actions affect customer’s

lifetime value to the firm. The framework is organized around four critical actions that firms

must take to effectively manage the asset value of the customer base: data base creation,

market segmentation, forecasting customer purchase behavior and resource allocation. In this

frame work , customer life time value is treated as a dynamic construct, that is, it influence

the eventual allocation of marketing resources but is also influenced by that allocation.

Paul D. Berger, Ruth N.Bolton, Douglas Bowman

Journal of service research, August 2002

Vol .5, no 39-54

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5. A FRAMEWORK FOR RELATING WAITING TIME AND

CUSTOMER SATISFACTION

IN A SERVICE OPERATION

Introduce a framework for integrating the operations management and marketing approaches

within a service operation.focuses on customer sastisfaction with waiting time, with the aim

of providing improved satisfaction for a given level of resources.

Mark M. Davis, Thomas Evollman

Journal ofg service marketing

Vol 4, iss.1, pp:61-69

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CHAPTER 3

26

DATA ANALYSIS AND

INTERPRETATION

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Table 3.1

Age group of respondents

Sl.No Age group Number of respondents Percentage

a 18-25 10 20

b 26-40 20 40

c 41-60 15 30

d 60&above 5 10

Total 50 100

INFERENCE

From the above table it is inferred that 40% of respondents are in the age group 26-40

30% are in 41-60 years, 20% are in 18-25 years, 10% are in 60&above

Majority of the respondent are in the age group of 26-40 years

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Table 3.2

Gender of respondents

Sl.No Category Number of respondents Percentage

a Male 43 86

b Female 7 14

Total 50 100

INFERENCE

From the above table it is inferred that the 86% of respondents are male and the 14% are

female

Majority of the respondents are male.

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Table3.3

Company’s responsiveness in dealing with customers


a Excellent 4 8

b Good 22 44

c Satisfied 18 36

d Poor 6 12

Total 50 100

INFERENCE

44% of customers are responded as good for the statement, 36% are satisfied, 8% of

customers are respond to excellent and others are not satisfied.

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Table3.4

Company professional’s quality in dealing with customers


a Excellent 1 2

b Good 23 46

c Satisfied 20 40

d Poor 6 12

Total 50 100

INFERENCE

45% of customers are opinion that good for the statement, 40% are satisfied, 2% of customers

are responded to excellent and others are not satisfied.

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Table 3.5

Quality of the product offered by the company


a Good 10 20

b Excellent 38 76

c Poor - -

d Satisfied 2 4

Total 50 100

INFERENCE

20% of customers are respond good for the statement, 4% are satisfied, 76% of customers are

respond to excellent. It shows that company’s product is excellent.

Table3.6

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Table showing company’s technical competence


a Good 20 40

b Excellent 4 8

c Satisfied 18 36

d Poor 8 16

Total 50 100

INFERENCE

40% of customers are respond good for the statement, 36% are satisfied, 8% of customers are

respond to excellent and others are not satisfied. The table shows the competence and

response time of the engineers.

Table3.7

Customers getting their concerns resolved

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INFERENCE

32% of customers are respond good for the statement, 40% are satisfied, 28% of customers

are respond to poor. It shows that some of the customers are not satisfied with the dealings.

Table3.8

Satisfaction level with TMT product

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a Good 16 32

b Satisfied 20 40

c Poor 14 28

d Very Poor - -

Total 50 100

INFERENCE

From the above table it is clear that 66% of customers are satisfied with the TMT product,

34% of customers are very satisfied. Hence it can be inferred that most of the customers are

satisfied with the product.

Table3.9

Satisfaction level with the company

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a Very satisfied 17 34

b Satisfied 33 66

c Dissatisfied - -

d Very Dissatisfied - -

Total 50 100

INFERENCE

From the above table it is clear that most of the customers are satisfied with the company.

Table3.10

Price range of the product

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a Very satisfied 16 32

b Satisfied 26 52

c Dissatisfied 7 14

d Very Dissatisfied 1 2

Total 50 100


a Satisfied 25 50

b Dissatisfied 11 22

c Neutral 8 16

d Highly satisfied 6 12

Total 50 100

INFERENCE

From the above table it is clear that 50% of customers are satisfied with the price range of the

product, 22% of customers are dissatisfied. Hence it can be inferred that most of the

customers are satisfied with the price range.

Table3.11

Satisfaction level with 415D & 500D

Sl.No Category Number of respondents

415D 500D

Percentage

415D 500D

a Satisfied 24 27 48 54

b Highly satisfied 26 23 52 46

c Dissatisfied - - - -

d Highly dissatisfied - - - -

Total 50 50 100 100

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INFERENCE

Most of the customers are highly satisfied with the product grade fe415d .some of the

customers are satisfied with the product grade fe500d.

Table3.12

Opinion about TMT 415D

INFERENCE

This table shows that most of the customers are choosing 415D as a better grade.

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a More better 21 42

b Somewhat better 10 20

c Not much - -

d Better 19 38

Total 50 100

Table3.13

Customers recommendation towards the company

INFERENCE

From the above table it is clear that most of the customers recommend the company to others.

A few will show negative responds.

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a Indefinitely recommend 19 38

b Probably 20 40

c Not recommend 1 2

d Sure 10 20

Total 50 100

Table3.14

Customers wish to buy other product again

INFERENCE

From the above table it is clear that most of the customers are experienced with other

products.

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a Very likely 25 50

b Likely 23 46

c Unlikely 2 4

d Not at all - -

Total 50 100

Table3.15

Factors that considered while purchasing

INFERENCE

From the above table it is clear that out of 50 customers 34 customers have told that it is

quality of peekay steels that made them to buy this brand, 8 have told that it is because of

price, 2 have told that it is the reliability and another 6 told that it is because of some other

factors. Hence It can be inferred that peekay steel give much importance to quality.

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a Price 8 16

b Quality 34 68

c Reliability 2 4

d Others 6 12

Total 50 100

Table3.16

Company’s product quality offered


a Good 5 10

b Satisfaction 7 14

c Excellent 38 76

d Poor - -

Total 50 100

INFERENCE

The table shows that the quality of the product offered by the company is excellent. It can be

inferred that, All the customers are highly satisfied with the quality offered by the company.

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Table3.17

Table showing company’s supply

INFERENCE

The table shows that most of the customers are getting regular supply, some of the customers

are not satisfied with the supply.

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a Some times 13 26

b In most case 24 48

c Always 12 24

d No 1 2

Total 50 100

Table3.18

Table showing distribution of the company

INFERENCE

Most of the customers are satisfied with the distribution of the company, 24% customers are

highly satisfied. Some of the customers are not satisfied.

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a Satisfied 34 68

b Highly Satisfied 12 24

c Dissatisfied 2 4

d Highly Dissatisfied 2 4

Total 50 100

Table3.19

Satisfaction level with company’s credit policy


a Satisfied 30 60


c Dissatisfied 5 10

d Highly Dissatisfied - -

Total 50 100

INFERENCE

60% of the customers are satisfied with the credit facility provided by the company. It can be

inferred that most of the customers are satisfied.

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Table3.20


a Always 13 26

b Mostly 29 58

c Some time 5 10

d Rarely 3 6

Total 50 100

Company policies influence on customers purchase decision

INFERENCE

From the above table it is clear that 29 customers told that company policies mostly

influenced them in purchase, 13 told that always it affects, 5 have told that some times only it

will affect, 3 told rarely it affects. It can be inferred that the company policies mostly affects

the purchase of customers.

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Table3.21

Quality influence in purchase

INFERENCE

The above table shows that the quality affect the purchase of customers mostly. it can be

inferred that quality affect the purchase decision of the customers.

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a Always 19 38

b Mostly 26 52

c Some time 4 8

d Never 1 2

Total 50 100

Table3.22

Customers knowledge about product

Sl.No Category Number of respondents percentage

a Advertisement 2 4

b News paper 1 2

c Reference group 35 70

d Website 11 22

e Technical magazines 1 2

Total 50 100

INFERENCE

From the above table it is clear that out of 50 customers 35 told that reference group is the

most preferred source of knowledge for customers, 2 told that it is through advertisements, 11

told that it is through websites. It can be inferred that it is through reference group customers

are getting knowledge.

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Table3.23

Satisfaction with the company’s product information

INFERENCE

It can be inferred that most of the customers are satisfied with the product information given

by the company.

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a Satisfied 37 74


c Dissatisfied 8 16


Total 50 100

Table3.24

Satisfaction level with the feed back taken by the company

INFERENCE

The table shows most of the customers are satisfied with the feed back taken by the company.

Some of the customers are not satisfied.

50


a Satisfied 34 68


c Dissatisfied 2 4


Total 50 100

Table3.25


a Satisfied 32 64


c Dissatisfied - -


Total 50 100

Satisfaction level with business relationship between customers and company

INFERENCE

From the above table it is clear that 64% of the customers are satisfied with the business

relationship, 36% are highly satisfied. it can be inferred that most of the customers are

satisfied with the relationship.

51

CHAPTER4

52

FINDINGS

1. Most of the 90% of respondents are satisfied with the product offered by the firm

2. At present, the demand of Fe 500D grade is increased.

3. The supply ofgrade Fe 500D is less as compared to grade Fe 415D grade.

4. Majority of the customers are not satisfied with the price of the product.

5. The quality of the product offered by the company is excellent.

6. Some of the customers are not satisfied with the supply of the product.

7. Some of the customers are not satisfied with the responsiveness of the company.

8. It is found that the company is getting good word of mouth publicity.

9. Most of the customers are more satisfied with the product grade Fe 415D.

10. It is found that, now 8mm steel is used for tie the bundle of product.

11. Most of the customers are likely to buy other products again.

12. It is found that customers givemore importance to quality while purchasing.

13. The credit facilities provided by the company are satisfied.

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SUGGESTIONS

1. It is suggested that the company can concentrate on producing Fe 500D grades.

2. It is suggested that the company should start conducting meeting with dealers on a regular

basis.

3. It is suggested that the company can reduce the prices by maintaining the quality.

4. It is suggested that the company must give dealer certificate to the dealers.

5. It is suggested that the company must give importance to advertisement.

6. It is suggested that less weighted steel can be used for tie the bundle of steel

54

CONCLUSION

The study conducted on customer satisfaction is helps to know about the

satisfaction level of customer’s. And also it help to find the problems of customers. From the

study it is found that, the product offered by the company have very good market and it is one

of the product the customers demands more. The firm has gained a good reputation in the

market for its best quality. For the smooth running of the business good relationship is very

important. good relationship with customers will help to succeed in business.

The study shows that some of the customers are not satisfied with the dealings

and response time of the company staffs. So they want to improve it. Customer satisfaction is

an important part in the success of every business, without good customers no business can

grow.

55

BIBLIOGRAPHY

Marketing Management: VINOD

Business research methods: Dr.K.VENUGOPAL

Journal of service research: EDWARD C. MALTHOUSE, JAMES L OAKLEY

Quality and productivity journal: ASHISH BHAVE

Journal of service research, Aug 1998: EUGENE W. ANDERSON

Journal of service marketing: MARK M. DAVIS, THOMAS EVOLLMAN

www.peekayrm.com

www.peekaysteels.com

Steel industry. PDF

Customer satisfaction. PDF

Customer satisfaction .books and articles.

Wikipedia

Google

56

http://www.peekaysteels.com/

http://www.peekayrm.com/

ANNEXURES

57

I ANFAS.VP first year MBA student of Dr:SNS RAJALAKSHMI COLLEGE OF ARTS AND

SCIENCE CHINNAVEDAMPATTI ,COIMBATORE, am doing my project on customer

satisfaction in PEEKAY STEEL ROLLING MILL (P) Ltd, CALICUT. I kindly request you to fill the

following questionnaire; I ensure that the information provided will be confidential.

QUESTIONNAIRE

1. NAME (optional):

2. AGE: 18-25 26-40 40-60 60 & above

3. GENDER: Male Female

4. How do you rate company’s responsiveness in dealing with you?

a) Excellent b) Good c) Satisfied d) Poor

5. How do you rate company’s professionals in dealing with you?

a) Excellent b) Good c) Satisfied d) Poor

6. In thinking about your most experience with the company, what is the quality of the

product you received?

a) Good b) Excellent c) Poor d) Satisfied

7. If you received any technical support, how do you rate the technical competence of our

engineer and their response time?

a) Good b) Excellent c) Satisfied d) Poor

8. The process for getting your concerns resolved was.

58

a) Good b) Satisfied c) Poor d) Very poor

9. Now please think about the features & benefits of the steel itself, How satisfied are you

with the TMT product ?

a) Very satisfied b) Satisfied c) Dissatisfied d) Very dissatisfied

10. Considering the total package offered by including customer satisfaction, features &

benefits and cost of the product, how satisfied are you with the company?

a) Very satisfied b) Satisfied c) Dissatisfied d) very dissatisfied

11. How do you feel about our price range of the product?

a) Satisfied b) Dissatisfied c) Neutral d) highly satisfied

12. How satisfied are you with regards to the following items?

Satisfied Highly satisfied Dissatisfied Highly

dissatisfied

415 D

500 D

13. Compared to other product grades that are available would you say that TMT 415D

……….

a) More better b) Somewhat better c) Not much d) Better

14. How likely are you recommend the company to others?

a) Indefinitely recommend b) probably c) not recommend d) sure

15. Based on your experience with our product, how likely are you to buy other product

again?

a) Very likely b) Likely c) Unlikely d) not at all

16. What are the factors that you considered while purchasing?

a) Price b) Quality c) Reliability d) others

17. How do you rate company’s product quality offered?

59

a) Good b) Satisfaction c) excellent d) poor

18. Are getting regular supply from the company as per your requirement?

a) Sometimes b) In most case c) Always d) No

19. Are you satisfied with the distribution of the company?

a) Satisfied b) highly satisfied c) Dissatisfied d) highly dissatisfied

20. Is there any credit facility available to you from the manufacture, if yes are you satisfied?

a) Satisfied b) Highly satisfied c) Dissatisfied d) Highly dissatisfied

21. Does the company co. policies influence your purchase decision?

a) Always b) Mostly c) Sometime d) Rarely

22. Does the quality of the product affect your purchase?

a) Always b) Mostly c) Sometimes d) Never

23. How can you get knowledge about the product?

a) Advertisement b) Newspaper c) Reference group

d) Website e) Technical magazine

24. Are you satisfied with the product information given by the company?

a) Satisfied b) Highly satisfied c) Dissatisfied d) Highly dissatisfied

25. Are you satisfied with the feedback taken by the company?

a) Satisfied b) Highly satisfied c) Dissatisfied

d) Highly dissatisfied

26. On a whole are you satisfied with the business relationship between you and company?

a) Satisfied b) Highly satisfied c) dissatisfied

d) Highly dissatisfied

THANK YOU

60

final project

Business

customer satisfaction

thecustomers satisfaction

customer relation

customer satisfactionprovides

customer satisfactionsurvey

firms customers

happy customers

loyal customers