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CHAPTER-1
INTRODUCTION
INTRODUCTION
This study is conducted to determine the “consumer satisfaction”. The
organization selected for the purpose is “Anna Aluminum Pvt. Ltd,
Kizhakkambalam. This study focuses mainly on the attitude of customer’s towads
Chackson products
Measuring the customer satisfaction helps the company to
determine the needs and wants of their customers more effectively. Popular
method used for the measurement of customer satisfaction is customer survey.
Survey method is used for this study.
Anna Group is a multi product, multi market, multi crore success stores that
began in 1968 is now spearheading in to the new millennium.
The company is devoted to the manufacturing of aluminum vessels; it has
now grown in to a multi-dimensional giant with interest in various fields ranging
from textile to spices. Anna group, for whom ‘quality’ is the buzz word has built
success and it has opened a new vital of exciting challenger.
Anna aluminum is the flag ship company of Anna Group engaged in the
manufacturing and marketing of vessels and utensils as per ISS Standards for the
past three decades. It is presently the only company having ISS Certification for
vessels in Kerala. The company manufacturing vessels use 99.5 % pure aluminum
ingots. The brand “ANNA” has become a house hold name in Kerala due to its
high standards of quality.
CHAPTER-2
INDUSTRY
PROFILE
INDUSTRY PROFILE
Introduction to the aluminum industry
Aluminum is a soft metal, Aluminum is found wide spread in
nature but only in combined form as Oxides occurs as silicate in almost all
crystalline Silicate rock like feldspar fourmaline, Mice etc. It is also occurs in the
Oxide form, aluminum has strong Ionization energy and tends to form more
Covalent compound. It renders unreactivates because of the presence of a stable
Oxide film on its surface. The primary aluminum production process consists of
three stages. First is Mining of Bauxite, followed by refining of Bauxite to
aluminum and finally smelting of alumina to aluminum.
USES
In the industrial uses of aluminum there is some property or combination of
properties that make it particularly adaptable to the application in question. Some
of the specific characteristics of Aluminum are lightness, Strength in alloy form,
resistance to corrosion, high electrical and thermal conductivity, high reflectivity
for light and radiant energy and the fact that aluminum is non-toxic and non-
magnetic. The consumption for building products and cooking utensils is
somewhat greater than for the transportation field.
WORLD SCENARIO OF ALUMINIUM INDUSTRY
Aluminum constitutes 8% of the earth’s crust. Large deposit of bauxite are
located in the continents like North America, South America, Africa, Australia
and Asia and small deposits in Europe . The world production of aluminium is
around 28.9 million tons, China being the largest producer followed by Russia,
Canada and United States. Aluminium stands second in the largest consumed
metals in the world; it is also true that the world consumption level has also risen
significantly in the last few years. The following are the major aluminium
consuming countries;
India
United States
Japan
China
Germany
France
Korea
England
Italy
Canada
MAJOR TRADING CENTERS OF ALUMINIUM
London Metal Exchange (LME)
Tokyo Commodity Exchange (TOCOM)
Shanghai Future Exchange (SHFE)
New York Mercantile Exchange (NYMEX)
INDIAN SCENARIO OF ALUMINIUM INDUSTRY
India is considered to be the fifth largest producer of aluminium in the
world. It accounts to around 5% of the total deposits and produces about 0.8
million tons of aluminium. It is estimated that If the country’s aluminium
consumption rate maintains. It would be having the reserves for over 350 years.
Most of the bauxite mines lie in Bihar, Karnataka and Orissa. In India the
production of aluminium is highly concentrated and is in the hands of the
following four companies;
Bharath Aluminium Company Ltd. (BALCO)
National Aluminium Company Ltd. (NALCO)
Hindustan Aluminium Company Ltd. (HINDALCO)
Madras Aluminium Company Ltd. (MALCO)
INDIAN ALUMINIUM MARKET
Indian market for aluminium has expanded since a few years
and is directing towards further growth to coming years. Both public and the
private sectors are indulged in the production of aluminiuma and aluminium. With
change in time, Indian aluminium sector has observed drastic changes. Earlier
Government played an important role in fixing the regulations in trading of
aluminium as it had the monopoly in the production of the metal, But currently it
has lost its control over the price and distribution due to the emergence of private
sector with the take over of INDAL by HINDALCO in the year 2000, it has
emerged to be the largest producer of aluminium in India.
CHAPTER-3
COMPANY
PROFILE
COMPANY PROFILE .
Company Details;
Name of the company : Anna Aluminium Pvt. Ltd
Year of commencement : 1968
Chairman : M.C Jacob
Managing Director : Boby M Jacob
Place : Kizhakkambalam
District : Ernakulam
State : Kerala
Country : India
Type of organization : Private Limited Company
Nature of business : Aluminium products
Name of the product : Anna Aluminium
Number of employees : 700
Production capacity : 7.6 ton/day
Showrooms : 14
Delivery by : Company vehicles
Sister concerns : Kitex Ltd, Saras species, scoobee bags &
Umberallas
Exporting : Middle East, Africa, Australia, USA
Competitors : Hawkins, Prestige
HISTORY OF THE COMPANY
The Anna aluminium manufacturing complex was incoperated in
1968 at Ernakulam as a sister concern of Anna group, a multi product company
that began in 1948. This company is devoted to manufacture of aluminium vessels
in to a multi dimensional gaint with interest in various fields ranging from textile
to spices.
Anna group is one of the largest employers in private sector, providing
employment opportunities to the under privileged rural poor. The group is based in
Kerala, in South India is a major producer of wide range of diverse products, Mr.
M.C Jacobs a great visionary and master business strategist founded the group.
The first industry venture of the groups was estabilished in
Kizhakkambalam a sleepy village in Ernakulam District. Anna aluminium
company pvt. Ltd started its operation in a small way with just eight employees,
now the group has an employee’s strength of more than 8000. The company had
got the ISS Certification for its product and the company has also got the ISO
Certification.
The company has previously four production departments they are Jacs
metals, Anna Aluminum Company, Anna aluminum Ltd., and the Chackson
cooker division. But later on the Anna aluminum company is merged with Anna
Aluminum Ltd. and became Anna Aluminum Company Pvt. Ltd.
ABOUT THE PLANT
The Anna Aluminum Company Pvt. Ltd major plant was situated in the
heart of Kizhakkambalam in Ernakulum district .The Company had employee
strength of more than 550 workers. Company providing all kinds of facilities for
their employees inside and outside the factory. Separate cabins are provided for
different departments. Due to the space constraints the company is not able to
provide canteen facility inside the plant.
COMPANY CONSISTS OF:
Production unit
Stores
Packing
Finished goods storage
Quality checking
Sales counter
POWER SUPPLY
Anna has its own way of power supply and it is well maintained so
that the production is not interrupted. The firm has two generators and one
transformer.
OTHER SERVICES
Ambulance and Bus facility
Food and Accomodation
AWARDS
Bussiness Man of Kerala in 1999
Akshaya Award 2000
K.C Mather memorial Vyavasaya Sree Award 2001
Joseph Chacko Memorial Vyavasaya jyothi Award 2002
Nehru Peace Foundation Award 2002
Samman Pathra Award by Ministry Of Finance
Dhanam publication a leading financial magazine in the state
conducted a survey of popular 500 brands in the state in September 2005. Anna
Groups five brand fall with in the first twenty popular brands in the states.
Vision of the company
A World class manufacturing company focuses on all round business
excellence through Total Quality Management, system with committed leadership,
effective team work, delighted customers& satisfied employees in an environment
friendly organization.
Mission of the company
5 ‘S’ Techniques for good housekeeping. They are as follows:
SORTING
Segregate required, usable, re-workable and absolute items
Dispose of the unwanted items.
Clear off walkway’s
(One picture is worth more than a thousand words)
2. SYSTEMATIZING
Use labels, colors codes for easy identification.
Use index for files, records, drawings etc. to facilitate retrievability.
Plan storage with accessibility.
(A place for everything and everything in its place)
3. SHINING
Inspect and clean the supply lines, go downs, scrap yards and gardens.
Clean up workplace, machines and tools after use.
Identify root causes of loud noise, vibration, heat buildup in equipment and
take remedial action.
(Spic and span leads to zero break down)
4. STANDARDIZING
Develop standards.
Establish checking procedure.
Create visual controls.
Devise way’ s and means to expose problems
(Action speaks louder than the words)
5. SELF DISCIPLINE
Develop action plan for maintaining the set standard.
Give unambiguous advice/instruction to your work associates.
Carry on 5’S activities as matter of habit and enthuse to practice 5’S.
Conduct self-audit.(Be a self starter)
CHAPTER-4
GROUP PROFILE
GROUP PROFILE
KITEX LTD
SCOOBEE DAY LTD
SARAS LTD
ANNA LTD
CHACKSON LTD
CHACKSON – The Trusted Brand Name
Chackson is the brand name under which Anna Aluminium
Company markets its range of packed house hold products. Chackson brand
presser cooker commenced production in 1993, and the product captured on fourth
market share with in the short span of 4 years. As a Hall mark of quailty Chackson
pressur cooker is also approved by the bureou of Indian standards with its ISS
Certification. The company indents to expand the capacity of the unit and produce
new items like Teflon coated utilies and hard anodized aluminium utensils.
KITEX – The Textile That Enchant
This textile manufacturing complex was incorporated in 1975 at
cotton fabrics, polyster blends, and grey cloth and made up like bed sheet and
lungies. They are marketed through a network of over 2000 authorised dealers.
Kitex fabrics are now exported to many parts of the world. Kitex is going in for a
major expansion plan to argument the production capacity.
SARAS
SARAS Spices was founded in 1978 to process and marketed,
domestically and internationally, Spices and hill products like Pepper, Turmeric,
Masala and curry powders. High standards of quailty and hygiene have won
accoloder at home and abroad aswell as AGMARK, all over kerala and exported to
the Middle East and USA.
SCOOBEE DAY
The Scoobee day from the house of Kitex has a wide range of
luggage and baggage. ScooBee Day bags are compactly designed with unique
features that make it durable, colorful, comfortable and easy to carry. The bag
features anti strain shoulder paddings and accupressure buds specially designed to
minimize the strain on the back and shoulders. Scoobee Day, from the house of
Kitex has a wide range of School Bags which became an INSTANT hit, and
scoobee became a close companion to all school going kids. With shoulder strap
cushions and rear padding for added comfort, Scoobee Day bags come in various
colour combinations. The unique features include special pouch for water bottles,
tiffin boxes and even a secret pocket.
CHAPTER-5
PRODUCT PROFILE
PRODUCT PROFILE
Anna Aluminium products span the entire range of household and
commerical needs and have won the ISI Mark for superior quailty. The company
manufactures vessels only using 99.5% pure aluminium ingots. The brand
’ANNA’ has become a household name in kerala due to its high standards of
quailty and work manship. The company has more than 525 different varieties of
vessels and utensils marketed through more than 1200 dealer’s outlets in India.
PACKED PRODUCTS
Pressure Cooker :
ISS approved superior quailty inner lid pressure cooker. The safest
and fastest cooking solution.
Thermal Cooker:
An innovative way to preserve the nutrition of food while cooking.
Multi Steamer :
Multi- Steamer is the medium for allfood items that can be steamed.
Idle Cooker :
For delicious Idlis and hygiene cooking Chackson Idle Cooker is the
best.
Compact Idli Cooker :
Another innovation and modern, stylish idli cooker,unlike the
conventional bulky Idli cookers.
Milk Cooker :
To save milk from spilling while boiling, this product alerts with a
whistle.
Puttu Maker :
Made the almost care to last without dents and for making soft,
delicious puttu. A thermo resistant grip also features to hold the puttu
maker even when it is hot.
Cooking Pot :
For any type of cooking or roasting cooking pot will be ideal.
NON PACKED PRODUCTS
Degchie :
For any type of cooking or boiling various degchies are available in
required sizes.
Milk Cane :
For storage of milk less than 40 liters.
Milk Cane Alloy :
For bulk storage of milk in the most hygiene way.
Bengali Special With Bakelite Handles :
Ideal for all frying and deep frying purpose with the protection of
side Bakelite handles.
Mug :
Large comfortable handles attached to a cylinderical container ideal to
carry any liquid.
Sauce Pan Special With Bakelite Handle :
Can be used for making tea or boiling milk with the protection of
a long bakelite handle.
Idli Pana :
For making soft and delicious idlis.
Special Kettel Ano :
Anodized water jugs in the shape of kettle.
Vana :
Big vessels ideal for storage of water or like in large quantities.
Stewpan with Bakelite Handle :
Can be used for making tea or boiling milk with the protection of
side Bakelites handles.
Baking Tray :
Rubber tappers will finds this suitable for storing rubber milk.
Puttukudam Special Set :
Make soft delicious puttu with the puttukudom special set.
Frypan With Bakelite Handle :
Ideal for all frying and deep frying purpose with the protection of side
bake lite handle.
Kitchen Pot :
Aluminium buckets for storing or carrying water.
Moulded Uruli :
Large quantities of food items that need frying or roasting can be
best done in our moulded urulis.
CHAPTER-6
MARKETING
MARKETING
DEFINITION
According to philiptofler, “Marketing is analysing, organising, planning
and controlling of the firms customer impliging resources, polices, activities with a
view to satisfying the needs and wants of chosen customer groups at a profit”.
William J Atanton states that “ Marketing is a total system of interacting
business activites designed to plan, price, promote and distribute wants satisfying
products and services to present and potential customers”.
MARKETING DEPARTMENT
Marketing department of Anna Aluminium Company plays an important
role and leaded by a deputy marketing manager.
Anna is producing more than 600 types of items. All the products have
very high demand in the domestic market and the foreign market. The deputy
manager co ordinate the functioning of two sub divisional areas, namely sales and
advertaisment. The sales are mainly carried out through their own showrooms and
through dealers.
As every organisation Anna Aluminium Company have 5 divisions in the
marketing department and they are marketing manager, Sales manager, Regional
manager, and Sales manager for succesive marketing and a good co- ordination of
all these are necessary.
MARKETING CHANNELS
COMPANY
DEALERS
CUSTOMER SATISFACTION
Customer satisfaction leads to better sales
Every customer has certain wants and needs and a strong desire to satisfy
them. The customer purchases certain goods under the impression that the goods
would satisfy his wants. If the products satisfied his wants the customer buy the
product.
DISTRIBUTOR
CUSTOMERS
Customers of the product tell the products to there friends and others. In this
process, the product get advertise. This consumer advertising will improve the
effectiveness of the manufactures advertaising and other sales effort. Such factor
finally leads to better volume of sales.
Customer satisfaction, a term frequently used in marketing, is a measure of
how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers or
percentage of total customers, whose reported experience with a firm, its products,
or its services (ratings) exceeds specified satisfaction goals.
CHAPTER-7
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
Research methodology is a scientific and systematic search for pertinent
information on a specific investigation. It is the systematic way to solve the
problems. Research methodology is the description, explanation and justification
of various methods of conducting research.
RESEARCH DESIGN
The researcher has to make a plan of action before starting the project
work.This plan of study is known as research design. Research design is a
comprehensive plan of operation that a researcher intends to carry out to
accomplish the research objectives.
RESEARCH TYPE
In this project the research methodology used for the study is descriptive
research. Descriptive research is the research of fact findings. The major use of
descriptive research is the explanation of the state of affairs as it exists at present.
It includes surveys and fact finding enquiries of different kinds.
Sample survey or Sampling
Sampling may be defined as the process of obtaining information about an
entire population by examining only a part of it. In any investigation if data is
collected only from a representative part of the universe we say that the data are
collected by sampling. The representative is called sample.
Type of sampling used here is non-probability sampling. Non-
probability sampling is that sampling procedure which doesn’t afford any basis for
estimating the probability for each item to be included in the sample. In non-
probability sampling generally the person selecting the sample for the study.
Methods used for sampling is convenience sampling. A convenience
sample is obtained by selecting whatever units are conveniently available.
Convenience sampling is the cheapest and simplest. It doesn’t require a list of
population. It doesn’t require any statistical expertise.
SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure to the researcher would
adopt in selecting items from sample.
Sampling frame
A sampling frame is a list containing all items in the population. It is from
this sampling frame that the items are selected to form the sample. Here sampling
frame is the current customers of chackson products.
Sample size
The determination of the sample size is one of the important tasks carried
out in a research work. If the sampling size is too small, it may not serve to acheive
the objectives and if it is too large, incur huge cost and waste resources. In this
study the sample size is taken as 100.
VARIABLES USED FOR THE STUDY
Dependent variables
Here the dependent varibles is consumer satisfaction.
Independent variables
Here the independent variables are:-
Price
Utility
Brand image
Quality
Availability
Product variety
Durability
Advertaisment
METHODS OF CONTACTING RESPONDENT
The respondents were contacted through questionaires.
DATA COLLECTION METHODS
The task of data collection begins after a research problem has
defined and research plan chalked out. Collection of data is a process of
enumeration together with the proper recording of results.
Data collected by the resrarcher come under 2 broad categories:-
Primary Data
Secondary Data
Primary Data:-
Primary data are those which are collected for the first time. Primary are
original in character. These data is collected by researchers for the first time.
In this study, survey was used for collecting the primary data. For
the survey, the technique of questionaire was used. Questionaire is a device for
securing answers to the questions by using a form which the respondent fills
himself. The questionaire used for the study consists of structured type of
questionaire. It is a mixed type of questionaire which consist of closed and other
type of question.
Secondary Data:-
Secondary data are those which have already collected tabulated and presented
in some forms by some one else for some other purpose. Secondary data are
already available data.
In this project work certain text books, magazines, profiles, websites and
literature review as the source of secondary data.
CHAPTER- 8
DATA ANALYSIS
Table-1
Familiarity of Chackson Products
Sl. No Familiar No. of
respondent
Percent
1. Yes 100 100
2. No 0 0
Total 100 100
Interpretation
Table shows that 100% of the people where aware of Chackson products.
Graph-1
Familiarity of Chackson products
100%
0%
Yes
No
TABLE-2
Respondents who know that Chackson is a member of Anna Group
Sl. No Knowledge No. of respondent percent
1. Yes 83 83
2. No 17 17
TOTAL
100 100
Interpretation
Table shows that only 83% of respondents known that Chackson is a member
of Anna Group.
Graphs-2
Respondents who know that Chackson is a Member of Anna Groups
83%
17%
Yes
No
Table -3
Awareness of ISO Certification for Chackson Products
Sl. No Awareness No. of respondent Percent
1. Yes 74 74
2. NO 26 26
Total 100 100
Interpretation
Most of the respondents know that Chackson is a ISO certified products.
Graph-3
Awareness of ISO Certification for Chackson Products
26%
74%
0
10
20
30
40
50
60
70
80
Yes No
Yes
No
Table-4
Source of Information for Chackson Products
Sl. No Source No. of respondent Percent
1. T.V ads 65 65
2. News paper,magazines 27 27
3. Shops 7 7
4. Friends/Others 1 1
Total 100 100
Interpretation
Table shows that TV advertaisment is the most effective medium for source
of information.
Graph -4
Source of Information for Chackson Products
1%7%
27%
65%
0
10
20
30
40
50
60
70
T.V
ads
News
pape
r,mag
azin
es Shop
s
Frie
nds/
Oth
ers
T.V ads
News paper,magazines
Shops
Friends/Others
Table -5
Opinion about the Price of the Product
Sl. No Price No. of respondent Percent
1. Excellent 5 5
2. Very good 9 9
3. Good 40 40
4. Fair 45 45
5. Bad 1 1
Total 100 100
Interpretation
The above figure shows that price for Chackson products some what
high asper the respondent’s opinion.
Graph -5
Opinion about the Price of the Product
1%
45%
40%
9%5%
0
5
10
15
20
25
30
35
40
45
50
Excellent Very good Good Fair Bad
Excellent
Very good
Good
Fair
Bad
Table -6
Opinion about the Quailty of the Product
Sl. No Price No. of
respondent
Percent
1. Excellent 10 10
2. Very good 50 50
3. Good 30 30
4. Fair 8 8
5. Bad 2 2
Total 100 100
Interpretation
Most of the respondents consider Chackson products are having good quailty.
Graphs -6
Opinion about the Quailty of the Product
2%
8%
30%
50%
10%
0
10
20
30
40
50
60
Excellent Very good Good Fair Bad
Excellent
Very good
Good
Fair
Bad
Table- 7
Comparison with Competitor’s Product Price
Sl. No Comparison No. of respondent Percent
1. Reasonable 80 80
2. High 18 18
3. Low 2 2
Total 100 100
Interpretation
Compared with competitors, the price is reasonable for most of the
respondents.
Graph- 7
Comparison with Competitor’s Product Price
80%
18%2%
Reasonable
High
Low
Table- 8
Reason for Buying Chackson Products
Sl. No Source No. of
respondent
Percent
1. Availability 5 5
2. Brand image 70 70
3. Price 20 20
4. Product features 5 5
Total 100 100
Interpretation
The table shows that most of the responents prefer brand image of Chackson
product to buy the same.
Graph- 8
Reason for Buying Chackson Products
0
10
20
30
40
50
60
70
80
Availability Brand image Price Productfeatures
Availability
Brand image
Price
Product features
Table-9
Opinion & Satisfaction about Chackson Products
Sl. No Source No. of respondent Percent
1. Excellent 60 60
2. Good 30 30
3. Average 7 7
4. Bad 3 3
Total 100 100
Interpretation
Chackson products have got excellent opinion about their products amoung the
responents.
Graph- 9
Opinion & Satisfaction about Chackson Products
60%30%
7% 3%
Excellent
Good
Average
Bad
Table-10
Responents Satisfied with Product Design
Sl. No Satisfaction No. of
respondent
Percent
1. Yes 85 85
2. No 15 15
TOTAL
100 100
Interpretation
The table shows that most of the customers are satisfied with the design of
Chackson products.
Graphs-10
Responents Satisfied with Product Design
85%
15%
Yes
No
Table -11
Opinion Regarding Durability of Products
Sl. No Satisfaction level No. of respondent Percent
1. Highly satisfied 10 10
2. Satisfied 60 60
3. Dissatisfied 12 12
4. Neutral 16 16
5. Highly dissatisfied 2 2
Total 100 100
Interpretation
Most of the responents are satisfied with the durability of the products of
Chackson.
Graph -11
Opinion Regarding Durability of Products
10%
60%
12%16%
2%
0
10
20
30
40
50
60
70
Hig
hly
satisf
ied
Satisf
ied
Dis
satisf
ied
Neu
tral
Hig
hly
diss
atis
fied
Highly satisfied
Satisfied
Dissatisfied
Neutral
Highly dissatisfied
Table -12
Opinion Regarding Availability of Products
Sl. No Availability No. of respondent Percent
1. Highly satisfied 90 90
2. Satisfied 10 10
3. Dissatisfied 0 0
4. Neutral 0 0
5. Highly dissatisfied 0 0
Total 100 100
Interpretation
There are no complaints at regarding the Availability of Chackson Products.
Graphs -12
Opinion Regarding Availability of Products
0%0%0%10%
90%
0102030405060708090
100
Hig
hly
satis
fied
Sat
isfie
d
Dis
satis
fied
Neu
tral
Hig
hly
diss
atis
fied
Highly satisfied
Satisfied
Dissatisfied
Neutral
Highly dissatisfied
Table -13
No. of Respondents who have been using the products for years
Sl. No No of years No. of
respondent
Percent
1. Less than 5 55 55
2. Greater than 5 45 45
TOTAL
100 100
Interpretation
Most of the respodnents are newer users.
Table -13
No. of Respondents who have been using the products for years
55%
45%Less than 5
Greater than 5
Table-14
Opinion about Discount Offers
Sl. No Interseted No. of
respondent
Percent
1. Yes 98 98
2. No 2 2
TOTAL
100 100
Interpretation
Most of the customers are interested to get some type of discount offers from
Chackson products.
Table-14
Opinion about Discount Offers
98%
2%
Yes
No
Table-15
Opinion about Type of Discount
Sl. No Discount types No. of respondent Percent
1. Coupon discounts 5 5
2. Money discount 70 70
3. Complementary items 25 25
Total 100 100
Interpretation
Most of the consumers like to get money discount from Chackson products and
25% of them are interested to get complementary items.
Graph -15
Opinion about Type of Discount
5%
70%
25%
Coupon discounts
Money discount
Complementary items
Table-16
Opinion about Advertaisment Effectiveness
Sl. No Source No. of respondent Percent
1. Strongly agress 80 80
2. Agress 10 10
3. Disagree 7 7
4. Neutral 3 3
Total 100 100
Interpretation
The above table shows that advertaising has got great influence amoung the
consumers.
Graph -16
Opinion about Advertaisment Effectiveness
3%7%10%
80%
0
10
20
30
40
50
60
70
80
90
Stronglyagress
Agress Disagree Neutral
Strongly agress
Agress
Disagree
Neutral
Table- 17
Purchase for Chackson Products
Sl. No Location No. of respondent Percent
1. Near by shops 30 30
2. Company stores 5 5
3. Town/city 65 65
Total 100 100
Interpretation
Most of the consumers like to buy Chackson products from town or city,
while 30% like to buy from nearby shops.
Graph - 17
Purchase for Chackson Products
30%
5%65%
Near by shops
Company stores
Town/city
Table -18
Recommendation Nature of Consumers to Others/Friends
Sl. No Interseted No. of
respondent
Percent
1. Yes 88 88
2. No 12 12
TOTAL
100 100
Interpretation
The table shows that most of the consumers are satisfied with Chackson
products and they will recommend Chackson products to others.
Graph -18
Recommendation Nature of Consumers to Others/Friends
88%
12%
Yes
No
Table -19
Opinion Regarding Brand Preference
Sl. No Location No. of respondent Percent
1. Yes 56 56
2. No 40 40
3. Can’t say 4 4
Total 100 100
Interpretation
50% of the respondents have got a particular brand preference.
Graph -19
Opinion Regarding Brand Preference
58%
42%Yes
No
Table -20
Overall Satisfaction Level towards Anna Aluminium Products
Sl. No Rating No. of
respondent
Percent
1. Excellent 65 65
2. Good 25 25
3. Fair 9 9
4. Poor 1 1
Total 100 100
Interpretation
Most of the consumers are very much interested about the products of Anna
Aluminium. 90% of them are very satisfied also.
Graph -20
Overall Satisfaction Level towards Anna Aluminium Products
1%
9%
25%
65%
0
10
20
30
40
50
60
70
Excellent Good Fair Poor
Excellent
Good
Fair
Poor
STATEMENT OF PROBLEM
It is interested to know, whether the customers of Chackson Products are
Satisfied or Not.
CONCLUSION
From the data collected and analyzed it is clear that consumers are very much
satisfied with Chackson Products.
CHAPTER-9
FINDINGS
FINDINGS
The major findings are:-
Customers are satisfied with the quailty and price of the products.
Products have good brand image.
The retailers have a good opinion about the availability of products.
Most of the retailer’s state that the company is replacing the damaged
products.
The exchange offers are satisfied by the customers.
Advertaisments also influence on sale of products.
New products like Gas stove, Mixie has not been popular in the market so
far
In the absence of a particular brand majority consumes another brand.
CHAPTER-10
SUGGESTION
SUGGESTIONS
The major suggestions are:-
Customer’s satisfaction must be maintained and after sales services also
provided.
Give more advertaisment to the new products.
Maintain the quailty and price of the products.
Make sure that the availability of the products in all areas.
Maintain a good relationship with the retailers and customers.
Opening new outlets in rural areas and catches more customers.
CHAPTER-11
CONCLUSION
CONCLUSION
From this study, it can be concluded that “CHACKSON
PRODUCTS & ANNA ALUMINIUM PRODUCTS” is a well- known brand and
know for its excellent products. It was a great opportunity for me to do my project
study in ANNA ALUMINIUM COMPANY.
Customer’s satisfaction is the key to the success of a company.
Hence a company must have to evaluate the customer’s satisfaction for their
success. Customer’s satisfaction goes the purchase decision of the customers.
Consumer satisfaction measurement gives the true picture of the firm from the
public. Proper understanding and analysis of the factors will lead the company to
profit .
Chackson is the brand name under which Anna Aluminium Company
markets its range of packed house hold products. Chackson brand presser cooker
commenced production in 1993, and the product captured on fourth market share
with in the short span of 4 years. As a Hall mark of quailty Chackson pressur
cooker is also approved by the bureou of Indian standards with its ISS
Certification. The company indents to expand the capacity of the unit and produce
new items like Teflon coated utilies and hard anodized aluminium utensils.
CHAPTER-12
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS:-
Philip Kotler & Kevin Keller, Marketing Management, Prentice-
Hall India, (2006) 12th edition.
Marketing Research, Dacid j. luck Ronald S.Rubin Prentice Hall of India Pvt. Ltd
C.R Kothari (2002), Research Methodology; vishwa prakashan 2nd edition New Delhi
Judith w. Kincaid, Customer Relations Management
WEBSITES:-
www.annaaluminium.com
www.aluminium industry.com
www.wikepedia.com
CHAPTER-13
ANNEXURE
Annexure
A STUDT ABOUT “CUSTOMER SATISFACTION OF CHACKSON
PRODUCTS AT ANNA ALUMINIUM COMPANY LTD”.
Questionaire:
1. Name of respondent :
2. Age :
3. Sex :
4. Occupation :
5. Have you heard about Chackson products and Anna aluminium
products?
Yes No
6. How do you know about the products?
T.V Magazines Friends/Relatives
Newspaper
7. Do you purchase any products?
Yes No
8. What is your opinion towards these products?
Good Average Bad
9. Why do you prefer these products?
Quailty Price Brand image
Availability
10. Are you satisfied with the price of the products?
Yes No
11. Do you purchase any products again?
Yes No
12. What is opinion towards the availability of products?
Good Improved Bad
13. What is opinion towards the Quaility?
Good Average Bad
14. Are you satisfied with the Gurantee & Warrenty?
Yes No
15. Would you recommend the products to any one?
Yes No
16. Do you get any Offers?
Yes No
17. Are you satisfied with company Offers?
Yes No
18. Awareness of new products?
Yes No
19. Do you have any brand preferences?
Yes No
20. Any suggestions about the products?
Yes No
Thank you,
A STUDY ABOUT CUSTOMER SATISFACTION OF
CHACKSON PRODUCTS AT ANNA ALUMINIUM COMPANY
PROJECT REPORT
Submitted in partial fulfillment of requirements for the
award of the degree
MASTER OF BUSINESS ADMINISTRATION OF MAHATMA GANDHI
UNIVERSITY, KOTTAYAM
Submitted by
NIKHIL MOHAN
Reg no: 12859
Under the guidance of
Mr. JOJI JAMES SHILPA.V
Faculty guide Project
guide
ST JOHN’S COLLEGE
PRAKKANAM, PATHANAMTHITTA
2009-2011
ST. JOHNS COLLEGEPrakkanam P.O, Pathanamthitta – 689 643
Tel: 0468 2321769
Website: www.st.johnscollegeindia.com
Date…………………...
CERTIFICATE
This is to certify that the dissertation entitled “A study on Customer
satisfaction of chackson products at ANNA ALUMINIUM COMPANY LTD ” ,
is an authentic record of work carried out by NIKHILMOHAN, student of St.Johns
College, Prakkanam, Pathanamthitta of M.G University, Kottayam under my
supervision and guidance and that no part thereof has been presented for any
other degree.
Faculty Guide Principal
......................... ………………………
Viva –voice Examination held on ……………………………..
ACKNOWLEDGEMENT
First of all, I thank ALMIGHTY GOD for his mercy and love, which
kept me in good health and sound mind and helped me to complete the internship
program successfully.
I express my sincere thanks to Prof. N.SREEKUMARAN NAIR,
Principal my beloved director, DR. SONY JOHN and Mr.JOJI JAMES, my
faculty guide, St. John’s College, Prakkanam, Pathanamthitta, providing me
adequate time for project, moral support and encouragement.
I express my sincere gratitude to Mr . BOBY VARGHESE, and all the
other staff of ANNA ALUMINIUM COMPANY for giving me an opportunity to
do the project in their esteemed organisation.
I sincerely thank my parents, relatives and friends for their
encouragement and support during the project. Last, but not the least I express my
gratitude to everyone who directly and indirectly helped for completing the project
in time and there by making my venture a grand success.
NIKHIL MOHAN
DECLARATION
I, NIKHIL MOHAN here by declare that this project title
“A Study about Customer Satisfaction of Chackson Products at Anna
Aluminium Company”,which Iam submitting to the M.G University,
Kottayam is a record of original work done by me and has not been
submitted to any other academic qualification, fellowship or other
similar title of any other university.
NIKHI
L MOHAN
Place: Prakkanam
Date: 20-07-2011
LIST OF TABLES
Sl.No.
Title Page No
1 Familiarity of Chackson Products 32
2 Respondents who know that Chackson is a member
of Anna Group
34
3 Awareness of ISO Certification for Chackson
Products
36
4 Source of Information for Chackson Products 38
5 Opinion about the Price of the Product 40
6 Opinion about the Quailty of the Product 42
7 Comparison with Competitor’s Product Price 44
8 Reason for Buying Chackson Products 46
9 Opinion & Satisfaction about Chackson Products 48
10 Responents Satisfied with Product Design 50
11 Opinion Regarding Durability of Products 52
12 Opinion Regarding Availability of Products 54
13 No. of Respondents who have been using the
products for years
56
14 Opinion about Discount Offers 58
15 Opinion about Type of Discount 60
16 Opinion about Advertaisment Effectiveness 62
17 Purchase for Chackson Products 64
18 Recommendation Nature of Consumers to
Others/Friends
66
19 Opinion Regarding Brand Preference 68
20 Overall Satisfaction Level towards Anna Aluminium
Products
70
LIST OF FIGURES
Sl.No.
Title Page No
1 Familiarity of Chackson Products 33
2 Respondents who know that Chackson is a member
of Anna Group
35
3 Awareness of ISO Certification for Chackson
Products
37
4 Source of Information for Chackson Products 39
5 Opinion about the Price of the Product 41
6 Opinion about the Quailty of the Product 43
7 Comparison with Competitor’s Product Price 45
8 Reason for Buying Chackson Products 47
9 Opinion & Satisfaction about Chackson Products 49
10 Responents Satisfied with Product Design 51
11 Opinion Regarding Durability of Products 53
12 Opinion Regarding Availability of Products 55
13 No. of Respondents who have been using the
products for years
57
14 Opinion about Discount Offers 59
15 Opinion about Type of Discount 61
16 Opinion about Advertaisment Effectiveness 63
17 Purchase for Chackson Products 65
18 Recommendation Nature of Consumers to 67
Others/Friends
19 Opinion Regarding Brand Preference 69
20 Overall Satisfaction Level towards Anna Aluminium
Products
71
CONTENTS
CHAPTER TITLE PAGE NO.
1 INTRODUCTION
1.1 INDUSTRY PROFILE
1.2 COMPANY PROFILE
1.3 GROUP PROFILE
1.4 PRODUCT PROFILE
1
3
7
11
17
2 MARKETING 22
3 RESEARCH METHODOLOGY 26
4 DATA ANALYSIS 31
5 FINDINGS 73
6 SUGGESTION 75
7 CONCLUSION 77
8 BIBLIOGRAPHY 79
9 ANNEXURE 81