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A
Project Report On
Customer satisfaction survey for Kunhar
Peripherals pvtltd
by
Mr. Vadak Mahesh V.
T.Y.B.B.A.
Under the guidance of
Prof. M.V. Narode
Submitted to
University of Pune
In partial fulfillment of the requirement for the award of the degree
Bachelor of Business Administration (Semester VI )
RayatShikshanSansthas
ShriSadguruGangareerMaharajScience ,Gautam Art and
Sanjivani Commerce College, Kopargaon [2013-2014]
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Education through Self-Help is our Motto
Karmaveer
RayatShikshanSansthas
ShriSadguruGangageerMaharaj Science,
Gautam Arts &Sanjivani Commerce College
Kopargaon, Dist- Ahmednagar.
CERTIFIC TEDepartment of
B.B.A.
This is to certify that Mr. Vadak Mahesh V.
Studying in BBA-III, year has successfully completed project during academic
year 2012-13.
On the basis of His performance in written presentation as well as oral
presentation we are pleased to award him grade.
Guide Co-ordinatorPrincipal
Internal Examiner External Examiner
Date: / /2014 Place: Kopargaon
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DECLARATION
I am Mr. Vadak Mahesh V.. hereby declare that the dissertation
work entitled Kunhar Peripherals PvtLtd is carried out by me
and submitted as under the requirement of Bachelor in business
administration degree from UNIVERSITY OF PUNE for the
session 2012-2013.
I hereby authenticate that all the information furnished by me
are true to my knowledge and information and facts furnished
by me are based on my own findings and as per the information
furnished to me byKunhar Peripherals Pvt Ltd.
Place :Kopargaon Mr. Vadak Mahesh V.
Date :
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ACKNOWLEDGEMENT
I would also like to express my gratitude towards my project guide
Principal Nighot Sir, Prof. Narode sir (HOD) & Prof. M.V. Narode of
the institute for guiding me in successful completion of this project.
I would like to take this opportunity to express my respect and
deep gratitude to KunharPeripherals(Distributor) of. Kunhar
Peripherals Pvt Ltdfor his timely help and positive encouragement.
I extend my sincere thanks to all faculty members of the college
andKunhar Peripherals PvtLtd.Forthere kind guidance, co-operation
and assistance in completing this report.
Mr. Vadak Mahesh V.
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INDEX
Chapter No. Title Page No.
1 Introduction
2Objectives
3Industry Profile
4Company Profile
5Research Methodology
6Conceptual Background
7Data Analysis & Interpretation
8 Findings
9Limitations
10Suggestion / Recommendation
11Conclusion
12Bibliography
13 Annexure
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Introduction
In this world of competition any organization cannot avoid Customers. It has
become a necessity for an organization for its survival in any industry so that
customer satisfaction plays important role in each and every product life cycle.
Customer satisfaction survey for Kunhar Peripherals pvt ltd. is the project
conducted for Kunhar Peripherals pvt ltd. Latur Todays Companies are facing
toughest competition ever. The intense competition makes the companies to take the
necessary steps.
To retain their existing customer as well as attract new once. In the
environment of advancement of the technology the companies are trying hard to keep
the pace with latest development.
This project work is essential for the partial fulfillment of Masters In Business
Administration of Pune University. The objective of this project work is to know the
satisfaction level of consumers and to do the competitive analysis.
The project is:
1. Customer Satisfaction
Satisfaction reflects a persons comparative judgment resulting from a
products perceived performance or outcome in relation to his or her expectation.
Meeting the ever-increasing expectation of the service sensitive customer is one of the
greatest challenges facing organizations today.
Effective marketing requires a keen understanding of the macro and
microenvironment, customers and competitors. Competition is becoming intense with
every passing year. Companies need to balance their customers and competitor
orientation in order to be successful in the fast changing environment.
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Other competitors for kunhar peripherals:-
Keyboard- iball
Keyboard-intex
Mouse:- soni
Cpu-intex
Ups-Exide Ups -microtech
Upsintex
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Objectives
1. Conduct customer satisfaction survey for Kunhar Peripherals pvt ltd.2. To find out customer expectation from Kunhar Peripherals pvt ltd.3. To study the factors those satisfy and delight the customer for Kunhar Peripherals pvt
ltd.
4. To find out problem faced by customers.5. To understand the customers requirement from the Kunhar Peripherals pvt ltd.6. To know customer opinion and views about Kunhar Peripherals pvt ltd. Components.
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SCOPE OF THE STUDY
To understand the effect of Customer satisfaction on the growth of company.
To understand about the various satisfactory concerns which is used for customer?
To understand the complete process of customer satisfaction which implies on theircustomer?
To go through the various forms used by the company for their customer satisfactionneeds.
To get a practical knowledge of the customer satisfaction .
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INDUSTRY PROFILE
Information Technology (IT) industry in India is one of the fastest growingindustries. Indian IT industry has built up valuable brand equity for itself in the global
markets. IT industry in India comprises of hardwere industry and information
technology enabled services (ITES), which also includes business process outsourcing
(BPO) industry. India is considered as a pioneer in software development and a
favorite destination for IT-enabled services.
The origin of IT industry in India can be traced to 1974, when the mainframe
manufacturer, Burroughs, asked its India sales agent, Tata Consultancy Services
(TCS), to export programmers for installing system software for a U.S. client. The IT
industry originated under unfavorable conditions. Local markets were absent and
government policy toward private enterprise was hostile. The industry was begun by
Bombay-based conglomerates which entered the business by supplying programmers
to global IT firms located.
During that time Indian economy was state-controlled and the state remained
hostile to the software industry through the 1970s. Import tariffs were high (135% on
hardware ) and software was not considered an "industry", so that exporters were
ineligible for bank finance. Government policy towards IT sector changed His New
Computer Policy (NCP-1984) consisted of a package of reduced import
tariffs onhardware and software (reduced to 60%), recognition of software exports
as a "delicensed industry", i.e., henceforth eligible for bank finance and freed from
license-permit raj, permission for foreign firms to set up wholly-owned, export-
dedicated units and a project to set up a chain of software parks that would offer
infrastructure at below-market costs. These policies laid the foundation for the
development of a world-class IT industry in India.
Today, Indian IT companies such as Tata Consultancy Services (TCS), Wipro,
Infosys, HCL et al are renowned in the global market for their IT prowess. Some of
the major factors which played a key role in India's emergence as key global
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ITplayerCompetitiveCosts
The cost of hardware parts and other services in India is very competitive as
compared to the West.
In the last few years Indian IT industry has seen tremendous growth. Destinations
such as Bangalore, Hyderabad and Gurgaon have evolved into global IT hubs. Several
IT parks have come up at Bangalore, Hyderabad, Chennai, Pune, Gurgaon etc. These
parks offer Silicon Valley type infrastructure. In the light of all the factors that have
added to the strength of Indian IT industry, it seems that Indian success story is all set
to continu
This RAMAC DASD is being restored at the Computer History
MuseumTransistorized electronics improved not only the CPU (Central Processing
Unit), but also the peripheral devices. The IBM 350 RAMAC was introduced in 1956
and was the world's first disk drive. The second generation disk data storage units
were able to store tens of millions of letters and digits. Next to the fixed disk storage
units, connected to the CPU via high-speed data transmission, were removable disk
data storage units. A removable disk stack can be easily exchanged with another stack
in a few seconds. Even if the removable disks' capacity is smaller than fixed disks,
their interchangeability guarantees a nearly unlimited quantity of data close at hand.
Magnetic tape provided archival capability for this data, at a lower cost than disk.
Many second-generation CPUs delegated peripheral device communications to a
secondary processor. For example, while the communication processor controlled
card reading and punching, the main CPU executed calculations and binary branch
instructions. One databus would bear data between the main CPU and core memory at
the CPU's fetch-execute cycle rate, and other databusses would typically serve the
peripheral devices. On the PDP-1, the core memory's cycle time was 5 microseconds;
consequently most arithmetic instructions took 10 microseconds (100,000 operations
per second) because most operations took at least two memory cycles; one for the
instruction, one for the operand data fetch.
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During the second generation remote terminal units (often in the form of teletype
machines like a FridenFlexowriter) saw greatly increased use. Telephone connections
provided sufficient speed for early remote terminals and allowed hundreds of
kilometers separation between remote-terminals and the computing center. Eventually
these stand-alone computer networks would be generalized into an interconnected
network of networksthe Internet.
computing hardware (1960spresent) and history of general purpose CPUs
Intel 8742 eight-bit microcontroller ICThe explosion in the use of computers began
with "third-generation" computers, making use of Jack St. Clair Kilby's and Robert
Noyce's independent invention of the integrated circuit (or microchip), which led to
the invention of the microprocessor. While the subject of exactly which device was
the first microprocessor is contentious, partly due to lack of agreement on the exact
definition of the term "microprocessor", it is largely undisputed that the first single-
chip microprocessor was the Intel , designed and realized by Ted Hoff, Federico
Faggin, and Stanley Mazor at Intel.
While the earliest microprocessor ICs literally contained only the processor, i.e. the
central processing unit, of a computer, their progressive development naturally led to
chips containing most or all of the internal electronic parts of a computer. The
integrated circuit in the image on the right, for example, an Intel 8742, is an 8-bit
microcontroller that includes a CPU running at 12 MHz, 128 bytes of RAM, 2048
bytes of EPROM, and I/O in the same chip.
During the 1960s there was considerable overlap between second and third generation
technologies. IBM implemented its IBM Solid Logic Technology modules in hybrid
circuits for the IBM System/360 in 1964. As late as 1975, Sperry Univac continued
the manufacture of second-generation machines such as the UNIVAC 494. The
Burroughs large systems such as the B5000 were stack machines, which allowed for
simpler programming. These pushdown automatons were also implemented in
minicomputers and microprocessors later, which influenced programming language
design. Minicomputers served as low-cost computer centers for industry, business and
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universities.[83] It became possible to simulate analog circuits with the simulation
program with integrated circuit emphasis, or SPICE (1971) on minicomputers, one of
the programs for electronic design automation (EDA). The microprocessor led to the
development of the microcomputer, small, low-cost computers that could be owned
by individuals and small businesses. Microcomputers, the first of which appeared in
the 1970s, became ubiquitous in the 1980s and beyond.
In April 1975 at the Hannover Fair, was presented the P6060 produced by Olivetti, the
world's first personal computer with built-in floppy disk: Central Unit on two plates,
code names PUCE1/PUCE2, TTL components made, 8" single or double floppy disk
driver, 32 alphanumeric characters plasma display, 80 columns graphical thermal
printer, 48 Kbytes of RAM, BASIC language, 40 kilograms of weight. He was in
competition with a similar product by IBM but with an external floppy disk.
MOS Technology KIM-1 and Altair 8800, were sold as kits for do-it-yourselfers, as
was the Apple I, soon afterward. The first Apple computer with graphic and sound
capabilities came out well after the Commodore PET. Computing has evolved with
microcomputer architectures, with features added from their larger brethren, now
dominant in most market segments.
Systems as complicated as computers require very high reliability. ENIAC remained
on, in continuous operation from 1947 to 1955, for eight years before being shut
down. Although a vacuum tube might fail, it would be replaced without bringing
down the system. By the simple strategy of never shutting down ENIAC, the failures
were dramatically reduced. The vacuum-tube SAGE air-defense computers became
remarkably reliable installed in pairs, one off-line, tubes likely to fail did so when
the computer was intentionally run at reduced power to find them. Hot-pluggable hard
disks, like the hot-pluggable vacuum tubes of yesteryear, continue the tradition of
repair during continuous operation. Semiconductor memories routinely have no errors
when they operate, although operating systems like Unix have employed memory
tests on start-up to detect failing hardware. Today, the requirement of reliable
performance is made even more stringent when server farms are the delivery
platform. Google has managed this by using fault-tolerant software to recover from
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hardware failures, and is even working on the concept of replacing entire server farms
on-the-fly, during a service event.
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Company Profile:
ETHICAL BUSINESS PRACTICE. COMMITTED TO SERVICE
ESTABLISHMENT: 1992 NO. OF BRANCHES:20
A few words about us
A diamond may be forever. But it requires countless hours of work and inspiration for
a glint of brilliance. Master cutters take the rough, uncut stone in their hand; breathe
fire and passion into its soul. This is what we at Kunhar Peripherals Pvt Ltd live for.
Kunhar uses different business-honoured tools to bring out the radiance, which
existsinanorganization.
Kunhar is a proven, future bound,well structured distribution houses with the
infrastructure to co-ordinate all business efforts. Kunhar understands what customers
needs are, it constantly updates customers and helps to make gainful decisions either
for resellers or OEM'S. Special emphasis is given to resellers and OEM's post-sales
services & support functions.
In this e-economy, we provide quick and personalized service to our customers. Our
business model is dynamic and built around a consistent value-driven core. The
customer retention is the cornerstone of our business survival. Our business processes
are aligned to deliver consistent and superior service to our customers. Kunhar strives
to deliver the highest standards of quality, efficiency and service. The goal is to build
an excellent reputation and credibility as a reliable,competitiveand efficient supplier.
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Kunhar's corporate goal is to foster healthy, mutually profitable relationships with
each of its business partners. Its physical, technological, financial and human
resources are committed to realize and sustain partnerships based on the mutual
progress.
"Service focus" is the key to customer retention. "Knowledge" of the importance of
service alone will not stand the test of time and competition. Realigning the
organization to achieve "service focus" through Service Excellence becomes an
imperative. Kunhar has created systems and procedures that support excellent service
delivery which increases customer satisfaction through monitoring, tracking and
evaluation through perception levels. Kunhar has built up business by giving best
Tele-support to resellers, short turnaround time for service material, build up
relationship with customers by frequently visiting them, immediate decisions on price
breaks, keeping resellers upto-date with pricedrops ,price,protectionetc.
Kunhar's success is the result of the talent, financial strength, dedication and
teamwork of its young dynamic employee associates, and their vast marketing
expertise which has earned a reputation of providing the best products, support,
service expertise at unparalled price range. A structured internal organization provides
independent leadership, management control, effective communication and healthy
long-term growth.
Kunhar was incorporated at Bombay, India in 1992. The founders are a team of
dynamic young professionals with post graduate education background from top
universities of United States of America and also with extensive marketing, sales and
technicalexperience
Kunhar is headquartered in Bombay, India. It distributes its products through its own
network of strong resellers and OEM partners. Kunhar Sales and Service offices are
located at across Maharashtra, Gujarat, Karnataka, Madhya Pradesh and Goa.
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About Us
As a reliable supplier of networking products since 1992, kunhar peripherals pvt. Ltd. ,
introduced pronet networking products in the year 2002. Has been in the position ofcost-effective networking products supplier providing high reliability of network
products. Pronet brand is a registered brand of kunhar peripherals pvt. Ltd. Pronet
networking products are designed for the networking challenges and made to deliver the
reliable networking solutions that enhance performance with uncompromising speed,
security and scalability. Pronet networking products can meet any network?s needs from
entry level to advanced level, such as nic, pcmcia, usb, print servers, switches, gigabits,
broadband routers, wireless products, fiber media converters, accessories, etc.
pronet products are marketed through network of distributors, value added resellers and
system integrators who sell, install and support the full product range. ?service focus? is
the key to customer relation. ?knowledge? of the importance of the service alone willnot stand the test of time and competition. Pronet has created systems and procedures
that support excellent service delivery, which increases customer satisfaction through
monitoring, tracking and evaluation through perception levels.
Vision / Mission
Pronetteams goal is to foster healthy, mutually profitable relationships with each of its
business partners.
Year of
Establishment
: 1992
Nature of Business : Supplier, Manufacturer
Quality:
ISO 9001 certified company.
Product brand:
VIP
POWERSAFE
ARTIS
PRONET
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2.x Speakers / 5.1 Speakers & Headphones
2.x Speakers
XL USB, 600W PMPO
S-11 USB, 300Wx2 PMPO
2.1 Speakers
S-225, 1200W PMPO
S-105, 1700W PMPO
http://www.artis.co.in/s-121.htmlhttp://www.artis.co.in/s-105.htmlhttp://www.artis.co.in/s-225-usb.htmlhttp://www.artis.co.in/s-11-usb.htmlhttp://www.artis.co.in/xl-usb.htmlhttp://www.artis.co.in/s-121.htmlhttp://www.artis.co.in/s-105.htmlhttp://www.artis.co.in/s-225-usb.htmlhttp://www.artis.co.in/s-11-usb.htmlhttp://www.artis.co.in/xl-usb.htmlhttp://www.artis.co.in/s-121.htmlhttp://www.artis.co.in/s-105.htmlhttp://www.artis.co.in/s-225-usb.htmlhttp://www.artis.co.in/s-11-usb.htmlhttp://www.artis.co.in/xl-usb.htmlhttp://www.artis.co.in/s-121.htmlhttp://www.artis.co.in/s-105.htmlhttp://www.artis.co.in/s-225-usb.htmlhttp://www.artis.co.in/s-11-usb.htmlhttp://www.artis.co.in/xl-usb.htmlhttp://www.artis.co.in/s-121.htmlhttp://www.artis.co.in/s-105.htmlhttp://www.artis.co.in/s-225-usb.htmlhttp://www.artis.co.in/s-11-usb.htmlhttp://www.artis.co.in/xl-usb.html8/12/2019 Swami Project - CopyEDIT
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S-121, 2200W PMPO
S-Dual USB FM, 2400W PMPO
X-Bar, 3000W PMPO
5.1 Speakers
S-5555-USB, 3000W PMPO
S-6655-USB, 4400W PMPO
X-Boom, 5500W PMPO
http://www.artis.co.in/x-boom.htmlhttp://www.artis.co.in/s-6655-usb.htmlhttp://www.artis.co.in/s-5555-usb.htmlhttp://www.artis.co.in/x-bar.htmlhttp://www.artis.co.in/s-dual.htmlhttp://www.artis.co.in/x-boom.htmlhttp://www.artis.co.in/s-6655-usb.htmlhttp://www.artis.co.in/s-5555-usb.htmlhttp://www.artis.co.in/x-bar.htmlhttp://www.artis.co.in/s-dual.htmlhttp://www.artis.co.in/x-boom.htmlhttp://www.artis.co.in/s-6655-usb.htmlhttp://www.artis.co.in/s-5555-usb.htmlhttp://www.artis.co.in/x-bar.htmlhttp://www.artis.co.in/s-dual.htmlhttp://www.artis.co.in/x-boom.htmlhttp://www.artis.co.in/s-6655-usb.htmlhttp://www.artis.co.in/s-5555-usb.htmlhttp://www.artis.co.in/x-bar.htmlhttp://www.artis.co.in/s-dual.htmlhttp://www.artis.co.in/x-boom.htmlhttp://www.artis.co.in/s-6655-usb.htmlhttp://www.artis.co.in/s-5555-usb.htmlhttp://www.artis.co.in/x-bar.htmlhttp://www.artis.co.in/s-dual.html8/12/2019 Swami Project - CopyEDIT
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X-15, 7500W PMPO
Headphones
Jazz
Symphony
Melody
http://www.artis.co.in/headset-ragaa.htmlhttp://www.artis.co.in/headset-melody.htmlhttp://www.artis.co.in/headset-symphony.htmlhttp://www.artis.co.in/headset-jazz.htmlhttp://www.artis.co.in/x-15.htmlhttp://www.artis.co.in/headset-ragaa.htmlhttp://www.artis.co.in/headset-melody.htmlhttp://www.artis.co.in/headset-symphony.htmlhttp://www.artis.co.in/headset-jazz.htmlhttp://www.artis.co.in/x-15.htmlhttp://www.artis.co.in/headset-ragaa.htmlhttp://www.artis.co.in/headset-melody.htmlhttp://www.artis.co.in/headset-symphony.htmlhttp://www.artis.co.in/headset-jazz.htmlhttp://www.artis.co.in/x-15.htmlhttp://www.artis.co.in/headset-ragaa.htmlhttp://www.artis.co.in/headset-melody.htmlhttp://www.artis.co.in/headset-symphony.htmlhttp://www.artis.co.in/headset-jazz.htmlhttp://www.artis.co.in/x-15.htmlhttp://www.artis.co.in/headset-ragaa.htmlhttp://www.artis.co.in/headset-melody.htmlhttp://www.artis.co.in/headset-symphony.htmlhttp://www.artis.co.in/headset-jazz.htmlhttp://www.artis.co.in/x-15.html8/12/2019 Swami Project - CopyEDIT
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AWARDS
Artis emphasis on quality & reliability is borne out by the awards won by ourspeakers..
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VIP Product Range
A few words about us
VIP COMPUTER CABINETS AND POWER SUPPLIES - One of the pioneers of
computer cabinets and power supplies need no introduction. With over 20+ carefully
selected quality computer cabinets in Value, Classic, Excaliber, Compact, and Server
series. The excellent sheet metal quality, elegant and suave looks backed by highly
reliable power supplies from 250W to 750W has been the consistency since last 20
years.
VIP COMPUTER CABINETS - TRIED AND TESTED SINCE LAST 20 YEARS
* Most of the models available in black, black+red or black+silver colors.
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RESEARCH METHODOLOGY
Formation of objective
Secondary data collection
Selection of sample size
Questionnaire preparation
Primary data collection
Findings
Conclusion
Limitation
Suggestions
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RESEARCH METHODOLOGY
Definition:
Research methodology is a process to systematically solve the research problem. It
may be understood as a science of studying how research is done scientifically. Why a
research study has been undertaken, how the research problem has been defined. In
what way and why the hypothesis has been formulated, what data have been collected
and particular method has been adopted. Why particular technique of analyzing data
has been used and a host of similar other questions are usually answered when we talk
of research methodology concerning a research problem or study.
A research design serves as a bridge between what has been established (the research
objectives) and what is to be done, in the conduct of the study. In this project research
done is of conclusive nature. Conclusive research provides information that help in
making a rational decision.
Descriptive design was choose to measure the satisfaction level of customers on the
basis of different parameters such as quality, price, features, technology, after sale
services etc.
This design ensured complete clarity and accuracy. It also ensured minimum bias in
collection of data and reduced the errors in data interpretation. Statistical method was
followed in this research because the data was of descriptive nature and it also
enabled accurate generalizations.
Introduction:
The objective of this project is to conduct the Customer Satisfaction Survey for
Kunhar Peripherals Pvt Ltd. and recording, analyzing and interpreting the wants and
expectations of customers. For the company, it is essential to know whether customers
are satisfied or not with the Kunhar Peripherals PvtLtd.and services provided by
company.
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Statements of the problem:
The purpose of conducting this research is to get the actual idea about the experiences
of customers and their satisfaction level with Kunhar Peripherals Pvt. Ltd. What types
of problem they face after purchasing the parts. The purpose of conducting this
research is also to find out expectations of customers for Kunhar Peripherals Pvt Ltd.
Users were selected and then the analysis was formed regarding the peoples beliefs,
satisfaction and expectations about the Kunhar Peripherals.
This was basically the problem that was discovered to conduct this project i.e.
Customer satisfaction survey for Kunhar Peripherals Pvt Ltd.
SOURCES OF DATA
Primary data:
Primary data are those which are collected a fresh and for the first time and thus
happen to be original in character. It was collected through questionnaire and personal
interviews.
Secondary data:
The secondary data are those which have already been collected by someone else and
which have already been through the statistical process. The data were collected in the
form of company profile and produce profile from the web sites and news paper.
Some of the books were referred for theoretical concepts.
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Books:
Marketing Management- Philip Kotler (The Millennium Edition)
Research Methodology- C.R.Khotari (2nd
Edition)
Research Instrument:
Questionnaire was used as it helped to cover all the target areas. Also collecting the
data through questionnaire was very time saving and cost factor was also reduced.
The questionnaire consisted of both open ended and close ended questions.
Sample size:
A total of 100 Respondents were interviewed through questionnaire.
Methods of Data Collection:
Data was collected through questionnaire. Question was both types open ended and
close ended. The terms questionnaire refer to a self-administered process whereby the
respondent himself read questions and records his answers without the assistance of
an interviewer. Questionnaire is more structured and standardized for getting the
relevant information. In questionnaire there is choice of Respondent to apply his own
judgment and answer the questions as they think right.
Analytical tools used for Analyzing Data:
Data was analyzed with the help of Tables,
Pie Charts
Graphs
Bar Chart, etc.
The parameter on which the analysis performed were Quality, Price, Technology,
Features, Pre sales services, After Sales Services and others services provided by the
company.
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Conceptual background
The customer is always right. This is incontrovertible. Customer belongs at the
heart of every business because without them there is no business. Without their
money, there is no exchange. Therefore, for any company, the customer is the starting
point that influence very move.
Marketing is based on this logic. It is process by which a company finds out
what its customers want and need, and then delivery it in a way that makes as much
profit as possible.
Because marketing focuses on customers, the heart of every business and
sources of all income, it follows logically that marketing as a mere function of
business to be performed intermittently.
By focusing on different customers, a marketing orientation gives a company
an edge over those who focus more on different products, selling and the production.
Marketing opportunity arise when customer wants and need arise. There is no point in
trying to sell something for which there is no demand. The production process must
be informed by customer demand. Customer will not often buy just because it is exist.
Customers are satisfied when offered what are needs. In practice, they are
not all that easy to please. Marketing is also about predicting what customer will want
and need in the future. It is native have to think that customers needs and want remain
constant, adopting the customer-centered approach to a business will involve change.
As psychiatrists have noted, change is always stressful but often necessary.
Wants and needs change along with markets, product, and cultures. The SLEPT
FACTOR (social, legal, economical, political, and technological) can affect the
behavior of customers, the market they form, and the ways in which a company can
respond. To stay ahead of competition, a change in outlook must occur. Innovation
should be encouraged.
Marketing has been conceptualized and accepted as an activity directed at satisfying
need and wants through exchange process. The Marketing Concept is essentially the
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satisfaction of the customer needs through integrated marketing with the intend to
satisfy the customers while earning the profit. The basic idea is that a satisfied
customer will likely to repurchase, leading to increase sales and share for the firm.
Integrated marketing activities amied at producing customer satisfaction include what
have been referred to as 4 Ps of marketing, namely product, promotion, price &
place.
Generally marketing is conceder as the Primary functional area in the firm that
works to satisfy the firms customers. It is true that customer satisfaction is the result
of total marketing efforts, industry has generally failed to recognized the importance
of customer as provided by physical distribution to the customer satisfaction and has
not effectively integrated customer service with the other component of marketing
mix.
Customers expectations:
Customer is defined as anyone who receives that which is produced by the
individual or organization that has value. Customers expectations are continuously
increasing. Brand loyalty is a thing of past. Customer seeks out products and
producers that are best able to satisfy their requirements. A product does not need to
be rated highest by the customer on all dimensions, only those they think are
important.
Customer perceived value:
Customer perceived value is difference between the prospective customers
evaluation of all the cost of an offering and the perceived alternatives.
Total customer value is perceived monetary value of the bundle of economics,
functional and psychological benefits customer expect from the given marketing
offering.
Delivering high customer value the key to generating high customer loyalty is
to deliver high customer value. According to Michel Lanning, a company must design
a competitively superior value deliver system.
Customer satisfaction:
Satisfaction is the persons feelings of pleasure or disappointment resulting
from comparing a products perceived in relation to his or her expectations. In
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general, if performance of the products matches the expectations, the customer is said
to be satisfied. Customer satisfaction, a business term, is a measure of how products
and services supplied by a company meet or surpass customer expectations. In a
competitive marketplace where business complete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy. If performance exceeds expectations, the customer is said to be
highly satisfied or delighted. If the performance falls short of expectations, the
customer is said to be dissatisfied.
Measuring customer satisfaction:
Organizations are increasingly interesting in retaining existing customers
while targeting non-customers measuring customer satisfaction provides an indication
of how successful the organization is at providing products and/or services to the
marketplace. Customer satisfaction is an ambiguous and abstract concept and the
actual manifestation of the state of satisfaction will vary from person to person and
product/service to product/service.
The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction can also vary depending on other
options the customer may have and other products against which the customer can
compare the organizations products.
Importance to measure customer satisfaction:
While is it is critical to be in sync with the overall business objectives of the
organization, it is also critical to be in tune with information requirements of users,
and the value they find in services provided by the info center. In order to be
perceived as integral assets to their organizations, most information professionals are
concerned with expanding their activities, and serving more customers better.
Building on a loyal customer or user base is the best and easiest way to grow your
business. Just as companies find it costs approximately five times more to acquire
new customers than it costs to keep a customer, Info Centers will find it most cost
effective to grow by building on the services now provided to loyal, committed
customers. To continue earning that customer loyalty, information professionals must
keep tabs on the satisfaction levels and perceptions of value held by Info Center users.
Strategies to develop the new business should always be balanced by strategies to
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retain existing business and ensure ongoing satisfaction of existing customers. There
is an also real bottom-line reason for measuring customer satisfaction.
Positive results from customer satisfactions studies will make a strong
statement in support of continued funding for Info Center activities.
Tools for measuring Customer Satisfaction:
Complaint and Suggestion Systems:
A customer-centered organization makes it easy for customers to register
suggestions and complaints. Companies also using web sites and e-mail for quick,
two-way communication.
Customer Satisfaction Survey:
Responsive companies measure customer satisfaction directly by conducting
periodic surveys.
Ghost Shopping:
Companies can hire people to pose as potential buyers to report on strong and
weak points experienced in buying the companys and competitors products. These
shoppers can even test the companys sales personnel handle various situations.
Lost Customer Analysis:
Companies should contact customers who have stopped buying or who have
switched to another supplier to learn why this happened.
Focus Groups:
Focus groups can be held on an informal or formal basis. On an informal
basis, consider having a group of users meet for coffee or lunch to discuss their
satisfaction with services being evaluated. On a more formal basis, a facilitator with
experience in leading focus groups can work with personnel to plan questions and
activities to elicit perception of value and satisfaction from participants.
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Customer Satisfaction Survey:
Study show that although customers are dissatisfied with one out of every four
purchases, less than five percent of dissatisfied customers will complain. Most
customers will buy less or switch to other supplier. Complaint levels are thus not good
measure of customer satisfactions responsive companies measure customers
Satisfaction directly by conducting periodic survey. They send questionnaire
or make telephonic calls to a random sample of recent customers. They also solicit
buyers views on there competitor performance.
While collecting customer satisfaction data, it is also useful to asked additional
questions to measure re purchase intention; this will normally be high if his customer
satisfaction is high. It is also useful to measure likely hood or willingness to
recommend the company and brand to others. A high positive word-of-mouth score
indicates that the company is producing high customer satisfaction.
Customer satisfaction helps company in knowing the wants, needs and
expectation of customers. It also helps to collect feedback about products. This will
assist company in new product development.
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DATA ANALYSIS AND INTEREPRETATION
1) Which product of Kunhar peripherals you are using?
SR.NO. PRODUCT/ BRAND NO. OF RESPONDENTS
1 CPU(VIP) 44
2
MULTIMEDIA
SPEAKER(ARTIS) 32
3 UPS(POWER SAFE) 14
4
WIRELESS
PRODUCT(PRONET) 10
Interpretation It is observed that, 44% customers are using the CPU and 32%
customer are using Keyboard and 14% UPS. It shows the customerrealibility on
KunalPeripherals Product.
05
1015
202530354045
NO. OF CUSTEMER USING PRODUCTS BRAND
No. of Respondents
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Table showing Age of the Kunhar peripherals Customer
Source-Primary data
Interpretation
It is observed that, 5% customers age is between the 20-25 years, 40% in 26-34years, 30% in 35-44 years and 2% customers above 45 years.
Buyer 20 - 25 2634 35 - 44 45 & above
1st 5 22 8 6
2n 0 10 14 10
Additional 0 8 8 9
Total 5 40 30 25
0
5
10
15
20
25
20 - 25 26 - 34 35 - 44 45 &
above
Ist
2nd
Additional
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Table showing Pre-Sales satisfaction level of the customer.
Interpretation
It is observed that, 50% of the customers are highly satisfied with the Pre-sales
services and 5% are dissatisfied with the Pre sales services.
50%
30%
15%5%
Pre Sales Satisfaction of customers
Excellent Good Avverage Below average
Customers remark No. of respondent
Excellent 50
Good 30
Average 15
Below average 5
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Table showing customers opinion about the Kunhar peripheralsValue for
Money
Respondent's Remark No of respondents
Above Expectation 38
As per Expectation 42
Below Expectation 20
Interpretation
42% of the respondents are of opinion that products are as per expectation & 20% are
of the opinion that the product are below expectation. And 38% the respondents are
of opinion that products are above their expectations.
That showsKunhar Peripherals pvt.ltd. have greater customer
satisfaction and value for money..
38%
42%
20%
Value for Money
Above Expectatiom As per Expectation Below Expectation
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Table showing customer priority with respect to characteristic.
Interpretation
It is observed that, 26% of the customers preferred as Durable first preference and 6%
preferred safety. And 24% of the customers looks for price.
0
5
10
15
20
25
30
No .of Respondents
No .of Respondents
Aspect No .of Respondents
Comfort 12
Durable 26
Features 12
Looks 20
Price 24
Safety 6
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Table showing customer remark about services.
Customers remark No. of Respondent
Excellent 35
Good 45
Average 17
Below average 3
.
Interpretation
It is observed that, 35% of the customers are satisfied with the services, and
3% are not satisfied.
0%
50%
100%
ExcellentGood
AverageBelow
average
35 45 173
No. of Respondent
No. of Respondent
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Table showing customer expectation for improvement in Kunhar peripherals
Interpretation 46% of the customers are of opinion that Kunhar peripherals
should improve their quality of the product.And 24% for service improvement.
0
10
20
30
40
50
Price Quality Service Other
No. of Respondent
No. of Respondent
Customers remark No. of Respondent
Price 16
Quality 46
Service 24
Other 14
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Table showing customers repurchase intention.
Customers remark No. of Respondent
Yes 74
No 26
Interpretation
It is observed that, 74% of the customers are ready to repurchase the
Kunharperipheralss product, 26% are not ready to purchase the product.
0
10
20
30
40
50
60
70
80
Yes No
No. of Respondent
No. of Respondent
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Table showing customers recommendation intention.
Customers remark No. of Respondent
Yes 72
No 28
Interpretation It is observed that, 72% of the customers are ready to
recommend the product to the friends and relative, 28% are not ready to recommend
the product to the friends and relatives.
0
10
20
30
40
50
60
70
80
Yes No
No. of Respondent
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Findings
It is observed that
1. The prospective segment is from the business and self employed class.
2. The company should concentrate on the age group 26-34.
3. Kunhar peripherals should continue to maintain the standard of the service.
4. It is observed that, 42% of the respondent are of opinion that products are as perexpectation, and 20% are saying its below expectation.
5. Company should improve its post sales service.
6. The customer highest priority is for the quality.
7.
Customers are highly satisfied which help in customer retention.
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LIMITATIONS
These are as follows:-
a) A very short span of time for research.
b) This is time-consuming research method & the respondents did not have sufficient
time for giving information for such type of research.
c) People were reluctant to give responses for such type of research.
d) People also did not give proper response for Questionnaire & interview, because of
short time.
e) Study is restricted to only some(product) parts of Latur city.
I have honestly and sincerely tried to present the facts and figures but some
error still might have cropped up.
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RECOMMENDATION
After conducting the survey and knowing the market, I realized that:
The company should keep in mind the need of young generation.
Company should improve the promotion strategy of product..
The Company should know its customers satisfaction level throughout doing periodicsurveys. Periodic surveys can treat customer satisfaction directly..
Company should upgrade or innovate its new product
The Company should make changes according to the other competitors & accordingto the customers expectations.
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CONCLUSION
It has been observed that most customers are satisfied with pre sales services
similarly most of these customers are dissatisfied with the post sales service which is
the matter of concern for the company. Kunhar peripherals need to improve some
parts of products specifically the looks. High customer satisfaction level helps the
company to retain its existing customer as well as generate new customer through
word to mouth publicity.
Customer satisfaction index is a good tool to make improvements in the
products and services of the company. And therefore should utilize carefully & kept
as confidential as possible.
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BIBLIOGRAPHY
1. Marketing Management by Philip Kotler, the millennium edition
2. Research Methodology-C.R. Kothari.2ndedition
3. Website visitedwww.kunhar.com
www.google.com
4. Newspaper-lokmat, Times of india ,Indian express etc.
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QUESTIONNERIES
Name: - Sex:-
Address: - Occupation:-
Contact No:-
Age of Respondent
a)
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a) 0-2 years [ ] b) 2-4 years [ ]
c) 4-6 years []d) 6-8 years [ ]
4) Preference for choosing particular product
a) Quality[] b) Durable [ ]
c) Feature [ ] d) Performance [ ]
e) Looks [ ] f) Price [ ]
g) Others Please specify:-
5) Are you satisfied with your product?
a) Yes [ ]
b) No [ ]
If No, give the reasons for the same
a) Quality [ ] b) durable [ ]
c) Feature [ ] d) Performance [ ]
e) Looks [ ] f) Price [ ]
6) What is your Pre-sales experience while purchasing the product?
a) Excellent [ ] b) Good [ ]
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c) Average [ ] d) Below Average [ ]
7) What is your Post-sales experience after purchasing the product?
a) Excellent [ ] b) Good [ ]
c) Average [ ] d) Below Average [ ]
8) Are you satisfied with the features of Kunhar peripherals?
a) Quality. /5 [ ] b) Safety. /5 [ ]
c) Looks . /5 [ ] d) Price. /5 [ ]
9) How will you rate Kunhar Peripherals Pvt Ltd. on the basis of Value for Money?
a) Above Expectation [ ]
b) Below Expectation [ ]
c) As per Expectation [ ]
10) Do you find easy availability of parts?
a) Yes [ ]b) No [ ]
11) Would you like to re purchase the Kunhar Peripherals Products?
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A) Yes [ ]
B) No [ ]
12) Would you like to recommend the Kunhar Peripherals Pvt Ltd.to your
friends/relatives?
a) Yes [ ]
b) No [ ]
13) In which sector do you think/feel Kunhar Peripherals Pvt. Ltd.should improve?
a) Price [ ] b) Quality [ ]
c) Service [ ] d) Others [ ]
14) Are you satisfied with the overall service of Kunhar Peripherals Pvt Ltd.?
a) Excellent [ ] b) Good [ ]
c) Averag [ ] d) Below Average [ ]
List of observation
CE :CONSUMER ELECTRONICS
PS :POWER SEGMENT
IT :INFORMATION TECHNOLOGY
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