“A STUDY ON DEALERS’ SATISFACTION WITH REFERENCE TO

BPL TELECOM PRIVATE LIMITED PALAKKAD”

A Project Report

Submitted to the

In Partial Fulfillment of the requirement for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted By

SIRAJUL MUNEER.T

(Reg. No: NCAJMBA047 )

Under the Guidance of

Mr. ANDEZ GEORGE, MBA, Phd

School Of Management

NEHRU COLLEGE OF ENGINEERING AND RESEARCH CENTRE

Pampady, Thiruvilwamala, Thrissur-680 597

School Of Management

NEHRU COLLEGE OF ENGINEERING AND RESEARCH CENTRE

Pampady, Thiruvilwamala, Thrissur-680 597

DECLARATION

I, SIRAJUL MUNEER.T hereby declare that the project report entitled “A Study On

Dealers’ Satisfaction With Reference To BPL Telecom Private Limited Palakkad”

submitted to the University of Calicut in partial fulfillment of the requirements for the award of

the degree of the Master of Business Administration is a record of original work done by me

during 20thNovember 2010 to 10thDecember 2010 under the guidance of Mr.ANDEZ

GEORGE, Lecturer, School of Management, Nehru College of Engineering and Research

Centre.

I also hereby declare that this project report has not been submitted at any time to any other

university or Institute for the award of any degree/ diploma/fellowship or other titles.

Place: Pampady

Date: Signature of Candidate

Forwarded

Director Principal

School of Management Nehru College of Engineering and Research Centre

School Of Management

NEHRU COLLEGE OF ENGINEERING AND RESEARCH CENTRE

Pampady, Thiruvilwamala, Thrissur-680597

CERTIFICATE

This is to certify that this Dissertation submitted in partial fulfillment of the requirement of the

degree of Master of Business Administration of the University of Calicut is a record of

bonafide project work conducted by Mr. SIRAJUL MUNEER.T under my supervision and

guidance and no part of this project report has been submitted earlier for the award of any degree

of any University and this report has not been published in part or full in any other magazine or

journal.

Date: Faculty Guide

ACKNOWLEDGEMENT

I take this opportunity to pass my deep sense of gratitude to Calicut University, which has given me

the opportunity for the project study. I am thankful to Prof. Ravi Varma Raja, the Director of MBA

Department for all the support given to me during the completion of my project work.

I would like to say special word of thanks to Mr.Sethu Madhavan, Human Resource Manager,

Mr.Sasi Kumar, Assistant HR manager, Mr.Parameswaran, Sales Executive of BPL Telecom

Private Limited, Palakkad for giving me opportunity to take up the project in their esteemed

organization. I am very much indebted to all the employees of BPL Telecom Private Limited who

participated in this study as respondents and expressed their perception and opinion without

inhibitions.

I am grateful to my project guide Mr.Andez George, Nehru School of Management for his keen

interest, guidance and constructive suggestions which helped me to complete the project report

successfully.

I express my boundless thanks to my classmates, family members and all those who assisted me for

the preparation of this report.

TABLE OF CONTENT

LIST OF TABLES

Table No.

Title Page No.

3.1 Table showing Experience in dealership: 24

3.2 Table showing Time period, being a BPL telecom dealer: 25

3.3 Table showing Quality of BPL telecom product: 26

3.4 Table showing Opinion of the dealer on the factor which

enabled them to be the dealer of BPL telecom:

27

3.5 Table showing Opinion about credit period given by BPL: 28

3.6 Table showing about promotional activities: 29

3.7 Table showing Pricing compared with competitors: 30

3.8 Table showing Promotional activity preferred with BPL

telecom:

31

3.9 Table showing Timely delivery of BPL telecom products: 32

3.10 Table showing Opinion the employees relation with you: 33

3.11 Table showing Factor that the dealers expect largely from

the company:

34

3.12 Table showing Opinion about the proper accessibility of

BPL telecom product:

35

3.13 Table showing The next largest supplying brand in demand: 36

Chapter Number

Title Page No.

List of Tables

List of Charts

Abstract

I INTRODUCTION

1.1 Introduction to the study 1

1.2 Industry profile 2

1.3 Company Profile 6

1.4 Statement of the Problem 14

1.5 Objective of the Study 15

1.6 Scope of the Study 16

1.7 Research Methodology 17

1.8 Limitations of the Study 19

II REVIEW OF LITERATURE/THEORETICAL

BACKGROUND

20

III DATA ANALYSIS AND INTERPRETATION 24

IV FINDINGS AND RECOMMENDATIONS, CONCLUSION

41

APPENDIX(QUESTIONNAIRE, Other materials), BIBLIOGRAPHY

3.14 Table showing Opinion about companies over all service

performance today compared to last year:

37

3.15 Table showing After sales service given by the company 38

3.16 Table showing dealers who recommend BPL products 40

LIST OF CHARTS

Chart :No.

Title Page No.

3.1 Chart showing Experience in dealership: 24

3.2 Chart showing Time period, being a BPL telecom dealer: 25

3.3 Chart showing Quality of BPL telecom product: 26

3.4 Chart showing Opinion of the dealer on the factor which

enabled them to be the dealer of BPL telecom:

27

3.5 Chart showing Opinion about credit period given by BPL: 28

3.6 Chart showing about promotional activities: 29

3.7 Chart showing Pricing compared with competitors: 30

3.8 Chart showing Promotional activity preferred with BPL

telecom:

31

3.9 Chart showing Timely delivery of BPL telecom products: 32

3.10 Chart showing Opinion the employees relation with you: 33

3.11 Chart showing Factor that the dealers expect largely from

the company:

34

3.12 Chart showing Opinion about the proper accessibility of

BPL telecom product:

35

3.13 Chart showing The next largest supplying brand in demand: 36

3.14 Chart showing Opinion about companies over all service

performance today compared to last year:

37

3.15 Chart showing After sales service given by the company 38

3.16 Chart showing dealers who recommend BPL products 40

ABSTRACT

This project work is “A Study on Dealers’ Satisfaction With Reference To BPL Telecom Private

Limited” The study was conducted with respect to dealers of the organization.

The main objective of the study is to find the Dealers Satisfaction Level with BPL telecom

private limited.

Customer satisfaction begins with a difficult faith. It starts with a commitment to deliver the

result for each customer which is also a concern for the dealers. Thus it increases sales and profitability.

The co-operation obtained from the management as well as dealers results in the development of the

industry as a whole. The primary data relevant to the topic were collected through questionnaire method.

The secondary data were also helpful for the preparation of the report.

A sample of 40 dealers has been interviewed through the questionnaire. The data collected has

been analyzed by using simple percentage method and weighted average method and have been

interpreted by using pie charts and bar charts.

Major findings revealed that most of the dealers are fairly satisfied with the good quality product

and product availability of market. But they are not much satisfied with credit period and promotional

activities given by the company.

Introduction of the study

1.1 Introduction

Dealers generally experience satisfaction when the performance level meets or exceeds the

minimum performance expectation levels and dissatisfied when performance fall short of expectation.

The source that build customer expectation include experience with product, friends, family members,

neighbors associates, consumer reports and marketing communication

This study on dealers satisfaction conducted with reference to BPL telecom private limited helps

to find out the satisfaction level of dealers towards company services. It suggests management the ways

to motivate dealers and in turn increase company sales as well as market demand.

1.2 INDUSTRY PROFILE

Historical Developments

The Electronics Industry in India took off around 1965 with an orientation towards space and

defence technologies. This was rigidly controlled and initiated by the government. This was followed by

developments in consumer electronics mainly with transistor radios, Black

& White TV, Calculators and other audio products. Color Televisions soon followed. In

1982-a significant year in the history of television in India - the government allowed thousands of color

TV sets to be imported into the country to coincide with the broadcast of Asian Games in New Delhi.

1985 saw the advent of Computers and Telephone exchanges, which were succeeded by Digital

Exchanges in 1988. The period between 1984 and 1990 was the golden period for electronics during

which the industry witnessed continuous and rapid growth.

From 1991 onwards, there was first an economic crises triggered by the Gulf War which was

followed by political and economic uncertainties within the country. Pressure on the

Electronics industry remained though growth and developments have continued with digitalization in all

sectors, and more recently the trend towards convergence of technologies.

After the software boom in mid 1990s India's focus shifted to software, while the hardware sector was

treated with indifference by successive governments. Moreover the steep fall in custom tariffs made the

hardware sector suddenly vulnerable to international competition. In

1997 the ITA agreement was signed at the WTO where India committed itself to total elimination of all

customs duties on IT hardware by 2005. In the subsequent years, a number of companies turned sick and

had to be closed down. At the same time companies like Moser Baer, Samtel Color, Celetronix etc. have

made a mark globally.

Current Scenario

In recent years the electronic industry is growing at a brisk pace. It is currently worth US$ 32

Billion and according to industry estimates it has the potential to reach US$ 150 billion by 2012. The

largest segment is the consumer electronics segment, while is largest export segment is of components.

The electronic industry in India constitutes just 0.7 per cent of the global electronic industry. Hence it is

miniscule by international comparison. However the demand in the Indian market is growing rapidly

and investments are flowing in to augment manufacturing capacity.

The output of the Electronic Hardware Industry in India is worth US$11.6 Billion at present.

India is also an exporter of a vast range of electronic components and products for the following

segments

• Display technologies

• Entertainment electronics

• Optical Storage devices

• Passive components

• Electromechanical components

Telecom equipment

• Transmission & Signaling equipment

• Semiconductor designing

• Electronic Manufacturing Services (EMS)

This growth has attracted global players to India and leaders like Solectron, Flextronics, Jabil,

Nokia, Elcoteq and many more have made large investments to access the Indian market. In consumer

electronics Korean companies such as LG and Samsung have made commitments by establishing large

manufacturing facilities and now enjoy a significant share in the growing market for products such as

Televisions, CD/DVD Players, Audio equipment and other entertainment products.

The growth in telecom products demand has been breathtaking and India is adding 2 million

mobile phone users every month! With telecom penetration of around 10 per cent, this growth is

expected to continue at least over the next decade. Penetration levels in other high growth products are

equally high and growth in demand for Computer/ IT products, auto electronics, medical, industrial, as

well as consumer electronics is equally brisk. Combined with low penetration levels and the Indian

economy growing at an impressive 7 per cent per annum, the projection of a US$150 Billion+ market is

quite realistic and offers an excellent opportunity to electronics players worldwide.

The Growth Drivers

Behind the impressive growth of the electronics industry is the robust and consistent growth in

Electronic Hardware market of approximately 25 per cent due to a stable economy & large middle class

of 350 million people. The fastest growing segments are demand for telecom services particularly cell

phones, internet subscribers & growth in demand for its products with increasing penetration of

computers, falling prices & Government support to rapidly encourage usage of IT in all sectors. Within

next 5 years penetration of telephone users (both landline & mobile) is projected to increase from 100 to

500 per thousand while PC's increase from 10 to 30 plus per thousand. Some of the other factors are

• Highly talented workforce, especially for design and engineering services with good communication

skills.

• Rising labor costs in China.

• Presence of global Electronics Manufacturing Services (EMS) majors in India and their plans for

increased investments in India.

• More outsourcing of manufacturing by both Indian and global Original Equipment manufacturers.

The telecommunication sector continued to register significant success during the year and has

emerged as one of the key sectors responsible for India’s resurgent India’s economic growth. The

telecom sector has been one of the fastest growing sectors in the Indian economy in the past 4 years.

Telecom sector accounts for 1 percent of India’s GDP. Likely to double in 2-3 years.

Telecom services contribute 30 percent to India’s total service tax revenue.

The Indian telecom sector gives direct employment to more than 4,00,000 people, compared to

about 6,00,000 people in China

Not just the enabler of software, BPO and ITeS companies, it is also the lifeline of a fast growing

E-commerce space.

State-of-the-art telecom infrastructure has led to the rise of cities like Mysore, Mangalore, Jaipur,

Ahmedabad, and Cochin on the software services map.

This has helped spread the benefits of a booming Indian economy to beyond metros and large

cities, and wealth creation is happening in tier-2 cities

1.3COMPANY PROFILE

BPL GROUP

One of the most recognized brand names in the India, BPL Pvt. Ltd., is an Indian electronics

company which was established in the year 1963 as a single product company manufacturing high

precision hermetically sealed panel meters for defense applications in Palakkad, Kerala, under the name

of British Physical Laboratories. The Company was incorporated as a private limited company and was

promoted by TPG Nambiar. It was promoted in technical and financial collaboration with BPL

Instruments Ltd., U.K. The Company manufacture electronic test and measuring instruments and

electro medical instruments, electro cardio graft patient monitoring systems, color & Black & White TV

receivers, video cassette recorders, plain paper copiers etc.

Within a span of 5 years BPL has exemplified the quest for excellence in the world of medical

products becoming the country’s foremost in manufacturing electro-cardiographs. With the increasing

nationwide infrastructure development in power & telecommunication, BPL ventured into this field with

its Power Line Communications Carrier (PLCC) and continues to be a leader in this field. With the

advent of televisions in India, BPL used its manufacturing strengths and strong technical tie up with

SANYO Japan to launch the BPL brand televisions in Indian market. With relentless commitment to

quality, consistent dedication to customer satisfaction and unparalleled standards of service, BPL is

recognized as a benchmark for new age technology, superior quality, digital concepts and personalized

service that has ensured loyal customers and nationwide acclaim in the industry.

BPL established its image as a reliable and strong brand in the consumer durables market, a

reputation that it still enjoys. In India, BPL has its footprint across the country through a distribution

network comprising of over 7000 channel partners and manned by customer friendly and informed sales

persons.

Over the years, BPL’s growth has been subject to constant challenges. The company was started

at a time when the government had reserved many areas of business for the public sector. It had also

virtually barred most entrepreneurs from entering other fields through reservations on licensing.

From 1980 onwards, when the industrial licensing was relaxed, BPL began manufacturing

televisions and telecommunications equipment, demonstrating its potential and future business area. In

the early 1990s, after globalization and liberalization of the Indian economy, competition entered the

market. BPL retained its strong presence and growth rate. Strategic alliances with international

companies provided the technology for them and set the standards of quality.

Using its experience of the market and the consumer, BPL concentrated on importing

technology, improving product quality, innovations and manufacture of electronic products that

enhanced the quality of life. After 37 years, BPL has metamorphosed from an entrepreneurial venture,

into India’s biggest consumer electronics company.

The motto “BELIEVE IN THE BEST” is guided by ‘5’ principles that aim to accomplish a singular goal

i.e. quality.

To ensure customer confidence through product quality efficient marketing and effective service.

To continually enhance the company’s worth to its shareholder and investors through sound

investment and profitable operations.

To be a good corporate citizen who contribute positively to its community by protecting the

environment and working for public welfare.

To respect the laws, rules and custom of the land to ensure the conduct of all company activities

will always be to the highest ethical standards.

There are three factories located in Palakkad. Two of them are situated at Koottupatha and one at

Pampanpallam. The factories are:-

1. BPL Limited (Medical Electronics Division)

2. BPL Telecom Private Limited

3. NIMT (Tool room division limited)

BPL Telecom Pvt. Ltd.

Prominent Electronics and Telecommunications Group in India: Established market leader in

various segments, right from 1975 onwards BPL Telecom Pvt. Ltd., an integral entity within the larger

Billion Dollar BPL Group of Companies, the company has over the years developed distinct

competencies in cutting edge technologies and diverse application domains drawn from the successful

implementation of complex projects in highly competitive global markets. Right from the state-of-the-

art Technology development facility at Bangalore and Palakkad to the modern manufacturing operations

that back our technology initiatives, all processes within the company are aligned towards the highest

quality standards and formally certified to ISO 9001:2000, ISO14001:2004 and CMM level 3.

The company provides cutting-edge solutions, services and products in the broader areas of

Consumer Telecom Products, Enterprise Communications Products, and Power Line Communication

equipment for the Power utility segment, with a dedicated focus towards hardware and software

solutions for highly competitive global markets. Specific offerings span the areas of Consumer

Telecom Products, Enterprise Communication Products, Power Line Communication equipments and

Products for the Enterprise & Utility.

Main Objectives of the Organization:

1. Develop product and solutions of quality, reliability and safety to meet the requirements of the

customers.

2. Manages risk during design, engineering and manufacture and through early warning, feedback

and validation.

3. Demonstrate standard ethics and commitment to regularity and safety standard.

4. Ensure manufacture of product that meet customer requirements for quality and delivery.

5. Continually improve the effectiveness and efficiency of products and process across the

organization.

6. Enhance the competency and skills of the people through training infrastructure.

7. Provide an effective and responsive sale, post sales and services operation

The Quality Edge:

BPL Telecom is an ISO 9001:2000 certified company and has also been assessed at SEI-CMM

level 3. This Quality Management System adopts the Level 4 processes of the Software Capability

Maturity Model (SEI-CMM) defined by the Software Engineering Institute (SEI), USA. In short, it

follows a Quantitative Management methodology, which is institutionalized across the organization.

BPL Telecom has a permanent internal audit team for inspection of projects, implementation

and management. The engineering practices adhere to the standards recommended by clients or ITU

standards.

Quality policy:

Policy is the rules, regulations or guidelines to ensure the smooth functioning of the various

activities in the organization. The policy statement of BPL underlines the commitment of the

management work force towards achieving in all areas resulting in total and consistent customer

satisfaction and leadership in all areas of business.

To be good corporate citizen who contribute positively to its community by protecting the

environment and working for public welfare.

To respect the laws, rules and customs of the land and to ensure the conduct of all the conduct of

all the company activities, will always be the highest ethical standards.

Major Achievements:

First to introduce Push button Telephone in India , 1983

First to develop PBTs for supply to BSNL outside the accepted technology – 1989

First to get “APPROVED INSPECTION SCHEME” for supply of Telephones to BSNL.

PRODUCT PROFILE

Consumer telecom products

BPL Telecom produces a wide range of innovative, high-tech customer premises

equipment, including Push Button Telephones, Cordless phones, Speaker phones, FM Radio

Phones, answering machines etc.

PRODUCT LINE

Basic phones

Feature phone

Cordless phones

Caller ID phone

Boss secretary system

Enterprise communication

The Enterprise Communications Products division provides solutions to address the communication

needs of customers across India and in overseas markets.

BPL Telecom is a major player in the area of Enterprise Communications in India, with well over

20,000 PABX installations in homes, large offices, SOHOs, SMEs and commands about 15-20% of the

Indian market

FLEXICOM / IPx Series

The powerful IPx4000 provides a complete communication solution for large enterprises.

Designed for mission critical, highly reliable high-traffic operations, IP Converged IPx platform can

grow with your needs accommodating 10,000 users and more.

Digital EPABXs

BPL Telecom manufactures state-of-the-art Digital Switches which can be used as an EPABX or

a complete integrated Communication System integrating geographically dispersed offices and

locations.

Mini EPABXs

BPL Telecom manufactures the SMX and Prodigy range of Mini EPABX  systems ideally suited

for small offices, home offices, as also large residences

Key Telephone Systems

BPL Telecom manufactures the DKX series of Key Telephone Systems. The Alpha DKX KTS is

a 100% non-blocking Digital system based on PCM-TDM switching and an Universal port architecture

for flexibility. This system is modular and expandable from 20 up to 144 ports. Two models available

DKX40 and DKX100

Key Features include Navigator Key Operation, Speed Dial with Memo; Tenant Service, DISA,

Unsupervised Conference; Automated Attendant, Voice Mail integration, Off-Hook Call

Announcement; Networking options such as Centrex and Least Cost Routing.

Voice Processing Systems

The Convex Voice Processing System offered by BPL Telecom allows a caller to leave a

message for specific persons within an organization. It can handle calls with pre-recorded messages,

route and transfer telephone calls to any department and can even be programmed to route calls to a

person's mail box.

Power line communication

BPL Telecom offers the entire range of Power Line Carrier Communication Equipment

Products designed & manufactured for Power utility communication networks. All the different types of

products are effectively networked for both voice and data communication and are in line with the

relevant IEC recommendations.

Cables and Speakers

BPL Cables are known for quality which is monitored at every stage of manufacturing beginning

from Raw material to Finished Product. Our extrusion lines are provided with ON LINE Spark testers

and our experienced team ensures quality output.  We are equipped with modern testing facilities like

high voltage tester, humidity tester and all tests are done as per the standards.

1.4 STATEMENT OF THE PROBLEM

In a society where there is steep erosion of values and at a time when relationship are getting

strain day by day. BPL telecom private limited is a well-established organization.

The BPL parent company is well known and established organization but due to the failure of

BPL Electronics Company is facing a decline in the market sales. So the company is trying to study the

best opportunities that can be utilized for taking back the lost demand of BPL products. Thus the

company wanted to know how well the dealers are satisfied with the company services and how well

they contribute increasing sales as well as increasing to market demand.

1.5 OBJECTIVE OF THE STUDY

Primary objectives

To evaluate and improve the Satisfaction Level of dealers of BPL Telecom private

limited

Secondary objectives

To find the factors influencing the dealers to deal with company

To find out opinion of dealers regarding the quality, distribution and services of the

company

To give suggestions to management that will help in future planning and improve.

To know what dealers expect from their supplying company.

1.6 SCOPE OF THE STUDY

The study of dealers’ satisfaction will help the company to understand and take necessary actions

to improve the satisfaction level of dealers to get maximum sales. Dealer is one of those catalyst factors

that boost the growth of the company. So it is very important to satisfy the dealers so as to attain

maximum sales. Eventually it becomes vital to know those critical factors that determine dealers’

satisfaction.

1.7 RESEARCH METHODOLOGY

Research design

Descriptive research was used as research design as it studies the existing state of affairs.

Sampling design

Population-: for the study the universe is 162.

Sample size-: 40 dealers

Data source

Primary data:

The primary data was collected using structured questionnaire from dealers.

Secondary data:

The secondary data was collected from Magazines, Journals, Company profile, industry profile,

and official web sites.

Tools for data collections

Questionnaire and interviewing session

Stastical tool for data analysis

Simple percentage method

Weighted average method

Tools for analyzed data presentation

Pie chart, bar chart and tables

Study period

From November -20-2010 to December-10-2010

1.8 LIMITAIONS OF THE STUDY

Limited period is an important draw back of the study.

The perception of the dealer may not be always accurate.it is having a wide area of marketing.

Dealers are scattered all over the district.

Most of the data is collected through questionnaires and interviews. So there is a chance of

personal bias.

REVIEW OF LITERATURE

Marketing is essentially about marshaling the resources of an organization so that they meet the

changing needs of customers on whom the organization depends. As a verb, marketing is all about how

an organization addresses its markets. According to William. J. Stantion “Marketing is a total system of

interesting business activities defined to Plan, piece, promote and distribution want satisfying products

& services to present and potential consumers”

A social and managerial process, by which individuals and groups obtain what they need and

want, through creating and exchanging product and value with others. Customer satisfaction begins with

a difficult faith; it starts with a commitment to deliver the result for each customer which is also a

concern of the dealers. Hence for a manufacturing company, in order to satisfy its customers, it is highly

important to satisfy its dealers, as they are the direct customers to them. Establishing satisfaction as the

ultimate goal is like the other ultimate goals of business pursuit of higher profits or shareholders wealth.

Perfect dealer service or satisfaction is one that meets the combined need satisfaction is a systemized

service that involves the entire organization. But many organizations have yet to develop this kind of

awareness of dealer satisfaction strategy

In most business, the individual dealer is the pivot in the marketing effort, He is the real interface

between the firm and its customers. It is the dealer’s interaction with consumer that given rise to a sale.

So the quality of this interaction is a key determinant of marketing success. It will determine the extent

to which the effort and expenditure incurred by the firm on promotion is translated to sales. Experience

shows that even after generating good consumer preference of its brands through effective advertising

and promotion, a firm may fail to generate sales if its dealers are weak and competitor’s dealers are

strong.

Dealership is the set of activities that market products or services 'to final consumer for their own

personal or household use. It does this by organizing their availability on a relatively large scale and

supplying them to consumers on a relatively small scale. Some of the major activities of dealer are:

- Dealers sell to final (non-business) consumer

- They buy in large quantities and sell in small quantities to consumer, who buys for their own

personal or household use.

- Dealers often buy products from a wide variety of distant, even global resources.

- Dealer can sell services.

- Dealer sells to many different consumers.

Satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a products

perceived performance (outcome) in relation to his or her expectations. As this definition makes clear,

satisfaction is a function of a perceived performance & expectation. If the performance falls short of

expectation the dealer is dissatisfied and if the performance exceeds expectation the dealer is highly

satisfied or delighted.

Dealer satisfaction: Dealer generally experienced satisfaction when the performance level meets

or exceeds the minimum performance expectation levels and dissatisfied when performance fall short of

expectation. The sources that build customer expectation include experience with products, friends,

family members, neighbors, associates, consumer reports and marketing communication.

Dealer’s satisfaction is business term which is used to capture the idea of measuring how

satisfied as enterprise’s dealers are with the organization effort in the market place. Every organization

has customers of some kind the organization provides products good and/or bad through the mechanism

of a market place. The product the organization provides are subject to competition whether by similar

products or by substitution products. The reason and organization is interested in the satisfaction of its

retailers is because they make the customers to purchase the organization’s products.

The state of satisfaction depends on a number of both psychology and physical variables.

Satisfaction is basically a psychological state; it is a difficult thing to measure quantitatively.

Satisfaction should add value to both your dealer and company.

Dealer satisfaction = Actual performance

Dealer expectation

In most cases the individual dealer is a force recommend within the given local. He knows the

consumers need, he is also in position to provide the required service. Naturally he is in a position to

influence the decision of customers. He builds goodwill and also wins new customers for the firm. In

fact with his cooperation a firm can get a continuous stream of new customers at lesser unit cost.

Marketing

Marketing is all around us. In one form or another it is close to every individual. It affects

almost every aspect of our daily life the activity of marketing is of the people, for the

people and by the people. Marketing plays an important role in society by helping us

satisfy our needs and wants and by helping organizations determine what to do.

The Marketing Concept

A dealer or retailer is any business enterprise whose sales volume primarily from retailing.

Dealing includes all activities involved in selling goods or services directly to final customers for

personal and industrial use.

Dealing consists of the sale of good or merchandise, from fixed location such as a department

store or kiosk, in small or individual lots for direct consumption by the purchaser. In commerce, a dealer

buys goods or products in large quantity from manufactures or importers, either directly or through a

wholesaler, and then sells smaller quantities to the end user. Dealers are at the end of the supply chain.

Manufacturing marketers see the process of dealing as a necessary part of their overall distribution

strategy.

Dealers Marketing Decision

Dealers are always searching for new marketing strategies to attract and hold customers. In the

past, dealers attracted customers with unique products, more or better services than their competitors

offered, or credit cards, today national-branch manufacturers, in their drive for volume, have placed their

branded goods everywhere. National brands are formed not only in department stores but also in mass

merchandise discount stores, off price discount store and on the web. As a result the dealer assortments

are looking more and more alike.

Service differentiation among dealers has also eroded. Many departments’ stores have trimmed

their services, whereas discounters have increased theirs. Customers have become smarter and more

price sensitive. They see no reason to pay more for identical brands especially when service differences

are shrinking. For all these reason many dealer today are rethinking their marketing strategies.

3.1

Table

showing

experience in dealership:

Analysis

85%of the respondents have an experience above 10 years in dealership. While 15% of the respondents have an

experience of 7-10 years

3.1 Chart showing experience in dealership:

Interpretations

Attribute No: of respondents Cumulative

respondents

Percentage

1-4 0 0 0

4-7 0 0 0

7-10 6 6 15

Above 10 34 40 85

Total 40 - 100

Among 40 respondents, 34 dealers have an experience of 10 years and 6 of them have an experience of 7 to10

years. From this analysis we interpret that most of the dealers are above 10 years of experience

3.2 Table showing time period, being a BPL telecom dealer:

Experience No: of respondents Cumulative

respondents

Percentage

1-4 0 0 0

4-7 0 0 0

7-10 11 11 27.5

Above 10 29 40 72.5

Total 40 - 100

Analysis

72.5%of the respondents have been BPL telecom dealers for more than 10 years and the remaining 27.5% have

been their dealers for a time period ranging from 7 to10 years

3.2 Chart showing table sowing Time period, being a BPL telecom dealer:

Interpretations

Among 40 respondents, 29 dealers have been BPL telecom dealers for more than 10 years and 11 of them have

been dealers of this company for a time period ranging from 7to 10 years. From this analysis we interpret that

most of the BPL dealers are above 10 years of experience

3.3 Table showing Quality of BPL telecom product:

Opinion No: of respondents Cumulative

respondents

Percentage

Very good 14 14 35

Good 20 34 50

Satisfactory 6 40 15

Poor 0 40 0

Total 40 - 100

Analysis

It is clear that about 50% of the respondents opined that the quality of the product good. 35% states that the

product quality was very good. Rest 15% stated that the quality was satisfactory.

3.3 Chart showing Quality of BPL telecom product:

Interpretations

Out of 40 dealers, 14 perceived that it is excellent products and 20 believe it as good products. But one

important thing is that nobody rated BPL telecom products as a poor. Thus majority of the dealers opined that

the product quality of BPL telecom is good

3.4 Table showing opinion of the dealer on the factor which enabled them to be the

dealer of BPL telecom:

Attributes No: of respondents Cumulative

respondents

Percentage

Availability 7 7 17.5

Quality 26 33 65

Company policy 4 37 10

Margin 3 40 7.5

Total 40 - 100

Analysis:

From the table it is clear that 65% of the total population have taken the dealership because of the quality of

the products.17.5% have taken because of easy availability of the products.10 % stated that company policy as

the reason. Only 7.5% stated that they have taken dealership because of the margin of the products.

3.4 Chart showing opinion of the dealer on the factor which enabled them to be the

dealer of BPL telecom:

Interpretation

Majority opined that they took the dealership because of quality of the product. Then availability of the product

was the second major factor and then follows company policies. Margin was the minor factor for taking the

dealership.

3.5 Table showing opinion about credit period given by BPL:

Opinion No: of respondents Cumulative

respondents

Percentage

Very good 0 0 0

Good 3 3 7.5

Satisfactory 16 19 40

Poor 21 40 52.5

Total 40 - 100

Analysis:

The about table depicts that 52.5%of the respondents felt that the credit period given by the company is poor.

40%of them felt it as a satisfactory. Only 7.5 % of the respondents felt it as good.

3.5 Chart showing opinion about credit period given by BPL:

Interpretations

Most of the dealers are dissatisfied with the credit facility provided by the company.

3.6 Table showing opinion about promotional activities:

Opinion No: of respondents Cumulative

respondents

Percentage

Very good 0 0 0

Good 0 0 0

Satisfactory 17 17 42.5

Poor 23 40 57.5

Total 40 - 100

Analysis

The above table shows that 57.5 % of the respondents felt that the promotional activities provided by the

organization are poor, while 42.5% of them it as satisfactory.

3.6Chart showing opinion about promotional activities

Interpretations

Most of the dealers are dissatisfied with promotional activities provided by the company. But none of them felt

the promotional activities were good

3.7 Table sowing pricing compared with competitors:

Opinion No: of respondents Cumulative

respondents

Percentage

Very high 0 0 0

High 6 6 15

Average 27 33 67.5

Low 7 40 17.5

Total 40 - 100

Analysis

Almost 67.5% of the respondents felt that price of products were average.17.5% are of the opinion price was

low and rest 15% stated that price was high.

3.7 Chart showing pricing compared with competitors:

Interpretations

Almost all the dealers said that the price of the product is average. Some felt that the price is low. Some said

that the price is comparatively high.

3.8 Table showing promotional activity preferred with BPL telecom:

Attributes No: of respondents Cumulative

respondents

Percentage

Discount 14 14 35

Gift 7 21 17.5

Prize 13 34 32.5

Others 6 40 15

Total 40 - 100

Analysis

From the table it is clear that 35% of the dealers prefer discount, 32.5% prefer prize, 17.5% prefer gift and 15%

prefer other promotional activities.

3.8 Chart showing promotional activity preferred with BPL telecom

Interpretation

Majority of the dealers prefer discount then prize then gift and least number of dealers prefer other

promotional activities such as tour packages etc.

3.9 Table showing timely delivery of BPL telecom products:

Opinion No: of respondents Cumulative Percentage

respondents

Yes 32 32 80

No 8 40 20

Total 40 - 100

Analysis

It is visible from the above table that 80% of the dealers felt that the company delivers its products at the right

time and rest of the 20% felt otherwise.

3.9 Table showing timely delivery of BPL telecom products:

Interpretations

The company provides all its products & services to its dealers at the right time. Only a few dealers were not

satisfied with the delivery system.

3.10 Table showing opinion the employees’ relation with you:

Opinion No: of respondents Cumulative

respondents

Percentage

Highly satisfied 9 9 22.5

Average 18 27 45

Satisfied 13 40 32.5

Dissatisfied 0 40 0

Total 40 - 100

Analysis

Form the above table it is clear that 45% of the dealers are satisfied with the way the employees deal with the

dealers. And 32.5% of them think that it is average and only 22.5% think that the dealing of the employees are

highly satisfactory.

3.10 Chart showing opinion the employees’ relation with you:

Interpretation

Most of the dealers are satisfied with the way the BPL employees behave with the dealers.

3.11Table showing factor that the dealers expect largely from the company:

Attributes No: of respondents Cumulative

respondents

Percentage

Promotional scheme 14 14 35

Sales follow up 2 16 5

Service 3 19 7.5

Credit facility 21 40 52.5

Total 40 - 100

Analysis

From the above table it is clear that 52.5% of the dealers want credit facility to be given by the company and

35% of the dealers need promotional scheme and 7.5 % dealers need service by the company and only 5% of

dealer’s need sales follow up from the company.

3.11 chart showing factor that the dealers expect largely from the company:

Interpretations

The factors that the dealers require more is the credit facility to be given by the company and promotional

activities along with it so that the dealers can increase the sales BPL products.

3.12 Table showing opinion about the proper accessibility of BPL telecom product:

Opinion No: of respondents Cumulative

respondents

Percentage

Yes 35 35 87.5

No 5 40 12.5

Total 40 - 100

Analysis

From the above table it is clear that 87.5% of the dealers say that they have good accessibility to BPL telecom

products and 12.5 % believe that they have less accessibility to BPL telecom products

3.13 chart showing opinion about the proper accessibility of BPL telecom product

Interpretation

The dealers believe that they have good accessibility to the BPL products as the company is situated in the

Palakkad district and is near to many dealers.

3.13 Table showing the next largest supplying brand in demand:

Brands Respondents Cumulative respondents

Percentage

BEETEL 15 15 37.5

NATIONAL

PANASONIC

9 24 22.5

TATA 4 28 10

ORPAT 11 39 27.5

GEEPAS 1 40 2.5

Total 40 - 100

Analysis

From the above table it is clear that 37.5% of the respondents felt that BEETEL is the next largest supplier in

demand and 27.5% said that ORPAT is the next largest supplier in demand and just below to it comes the

NATIONAL PANASONIC. TATA and GEEPAS are also competable with the demand compared to all other

products.

3.13Chart showing the next largest supplying brand in demand

Interpretation

The dealers of the BPL telecom sensed that there is high competition prevailing in market and BPL has to give its

full effort to meet the high demand prevailing in the market.

3.14 Table showing opinion about companies over all service performance today

compared to last year:

Attributes Respondents Cumulative respondents

Percentage

Generally improved 1 1 2.5

Improved 5 6 12.5

Same as last year 24 30 60

Declined 7 37 17.5

Greatly declined 3 40 7.5

Total 40 - 100

Analysis

From the above table it is clear that 60% of the dealers are considering the service performance of the company

as the same as previous year and 17.5% consider that it has declined and 12.5% believe that it has improved.

7.5% of the dealers think that the service performance of the company has greatly declined, and only 2.5% think

that service has improved greatly.

3.14 chart showing opinion about companies over all service performance today

compared to last year:

Interpretation

Most of the dealers felt that the service performance of the company that is given to the dealers is the same as

of previous year and there is no much changes in the service provided by the company.

3.15 Table showing after sales service given by the company.

Opinion No: of respondents Cumulative

respondents

Percentage

Highly satisfied 10 10 25

Moderate 19 29 47.5

Satisfied 8 37 20

Dissatisfied 3 40 7.5

Total 40 - 100

Analysis

From the

above

table it is

clear that

the after

sales

service of

the company is moderate and the dealers are highly satisfied with the after sales service of the company.

3.15 Chart showing after sales service given by the company

Variables Mark

Highly satisfied 4

Moderate 3

Satisfied 2

Dissatisfied 1

Highly

satisfied

Moderate satisfied Dissatisfied total

After sales

service given by

BPL

10 X 4=40 19X 3 = 57 8X 2 = 16 3 X 1 = 3 116/40=2.9

Interpretation

From this Likert scale it shows that after sales service given by the BPL above average felt by its dealers

3.16 table showing dealers who recommend BPL products

opinion No: of respondents Cumulative

respondents

Percentage

Yes 31 31 77.5

No 9 40 22.5

Total 40 - 100

Analysis

From the above table it is clear that 77.5.% of the dealers recommend company products because of quality &

after sales given by the company.

3.16 Chart showing dealers who recommend BPL products

Interpretation

Majority of dealers suggest the BPL products to their products.

FINDINGS

For majority of dealers the factor that induces to take dealership is due to the high quality and

availability of the products.

When compared to competitors, price of the BPL telecom products are less.

Majority of the respondents’ opinion credit facility and promotional activities as factor from BPL

telecom.

72.5% of the dealers have been associated with BPL telecom for more than 10 years.

Majority of the dealers felt that the product quality is good.

65% of the respondents have taken up BPL telecom dealership because of its quality.

Most of the respondents’ opinion that they are not satisfied with the credit period by BPL telecom.

Maximum of the dealers are dissatisfied with promotional activities provided by the company

The company provides all its products & services to its dealers at the right time.

Dealers require more is the credit facility to be given by the company.

The dealers rely on that they have good accessibility to the BPL telecom products.

After sales service given by the company is moderate.

Most of the dealers are satisfied with the way the employees deal with the dealers.

According to the dealers the major strength of the company is its brand image and quality, and the

weakness is not providing sufficient credit period.

The dealers of the BPL telecom sensed that there is high competition prevailing in market.

After sales service given by the company is moderate.

60% of the dealers said that the service performance given by the company to the dealers

compared to last year has same.

SUGGESTIONS

Based on the detailed study conducted, some suggestions were given to the company to maintain dealer

satisfaction as well as increase market demand.

The management can provide enough credit facility to dealers which in turn, will increase the bulk

purchase of dealers.

The company should introduce more promotional activities like advertisement, POP (point of purchase)

that will help to increase the demand of the products.

Dealers should consider the demand of people time to time so that they come to know what people want

in a particular period of time.

The dealers can be provided with good profit margin for the sale of the product by the company which

will motivate them to sell BPL telecom products more than compared to others.

Company can give offers such as discounts, commission, incentives, allowance and special

advertisement and dealers contest which in turn will increase the sales volume which in turn will increase

the sales volume.

Company must give its full effort to meet the high demand prevailing in the market.

Company can conduct short term dealer training to impart the dealers’ knowledge about customers,

about products, about competition, and about sales technique.

Company can also offer tour packages to motivate dealers to increase their morale.

For the complete satisfaction of dealers and customers, the company should be very prompt in sales

follow up, feedback, and after sales service.

CONCLUSION

The study was conducted in Kerala. The project was conducted to study about the Dealers’

Satisfaction with reference to BPL Telecom Private Limited Palakkad. The sample consisted of 40

dealers in Kerala as several districts. From the study it can be concluded that, most of the dealers are

satisfied with the quality of BPL telecom products.

BPL Telecom Private Limited is a leading electronics and Telecommunications Group in India.

The company established its image as a reliable and strong brand in the consumer durables market, a

reputation that it still enjoys. Many Multinational Companies have also entered the Indian telecom

industry. So the company is facing high competition. The company expects hardworking employees and

the whole hearted support from the government. Whatever it is the Dealers Satisfaction of the company

is satisfactory, they opined that further improvements can be made in case of market demand and service

to dealers.

APPENDIX

Questionnaire

A study on dealers’ satisfaction with reference to BPL Telecom pvt ltd Palakkad

Name -:

Address –:

Experience in dealership?

1- 4 years 4-7 years

7- 10 years above 10 years

How long you are dealing with BPL telecom product?

1- 4 years 4-7 years

7- 10 years above 10 years

What do you feel about quality of BPL telecom product?

Very good Good

Satisfactory Poor

Which factor enables you to be the dealer of BPL telecom product?

Promotional scheme Quality

Company policy Margin

What do you feel about credit period given by BPL?

Very good Good

Satisfactory Poor

What do you think about promotion activities given by BPL?

Very good Good

Satisfactory Poor

What do you feel about the price of BPL telecom product?

Very high High

Average Low

What type of promotional activity do you prefer with BPL telecom product?

Discount Gift

Prize Others

Whether the expected quantity of BPL telecom product is supplied to you in time?

Yes No

Are you dealing with other companies?

Yes No

If yes, specify

Do you have proper accessibility of BPL telecom product?

Yes No

If yes, specify

What do you feel about the employees dealing with you in BPL?

Highly satisfied Satisfied

Average Dissatisfied

Which factor that you expect from BPL telecom

Promotional scheme Sales follow up

Service Credit facility

Do you recommend your customers about your BPL product?

Yes No

If yes, specify

Do you have any suggestions to improve the quality of BPL telecom product?

Yes No

If yes, specify

What do you feel about after sales service given by BPL?

Highly satisfied Satisfied

Moderate Dissatisfied

BIBLIOGRAPHY

Books:

1 .Kotler and Amstrong (2002), ‘Principles of Marketing’ Prentice –Hall of India Private Ltd.

2.C.R Kothari(2004), ‘Research Methodology’, New Age International Pvt.Ltd.

3.Leon .G. Schifman ,Leslie Lazar Kanuk (2002) ‘Consumer Behavior’ ,9th Edition, Pearson

Educational Publishers.

Websites:

http://www.indiamart.com/bpltelecom-pvtltd/aboutus.html

http://en.wikipedia.org/wiki/BPL_Group

http://btlsnet.com/company/company.htm