Consumer behavior

SOLAPUR UNIVARSITY, SOLAPUR

CHAPTER - 1

INTRODUCTION

1.1 Introduction Of the Study: -

Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers.

1.2 Objectives of study: -

1. The consumer seeks to gain the best or the most goods and services for the least amount of money possible.

2. To study the current Indian market for Shampoos.

3. To analyze the relationship between a specific brand and its buying behavior.

4. To assess whether advertising is influencing the buying behavior of the

consumers.

5. To study the impact of the seals of clinical laboratories on the consumers buying

behaviour.

Sinhgad Institute of Business Management, Kamlapur - 1 -

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

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

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

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

http://en.wikipedia.org/wiki/Neutrality_(philosophy)

http://en.wikipedia.org/wiki/Arrow's_impossibility_theorem

http://en.wikipedia.org/wiki/Arrow's_impossibility_theorem

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

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

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

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

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

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

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

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

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

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


1.3 Significance Of The Study: -

Consumer behaviour is a significant theory for marketers who intend to improve their marketing strategies. For understanding the consumer behaviour marketer try to know how consumer feels, how they think. Consumer behaviour plays a vital role in the success of a product .marketers largely depend upon consumer position of behaviour. There are several dynamics of consumer behaviour, some cultural issues, family values, decision making process of consumer, factors which affected consumer behaviour. For understanding the consumer behavior we need to understand the reason where consumer prefer to buy comfortably and which factors are attractive for consumer for buying a product.

1.4 Research Methodology:-

1.4.1 Methodology Details:

The Study is Exploratory & Descriptive in nature

Research Type: - Surrey Method

1.4.2 Sources of Data:-

1. Primary data:-

2. Secondary data:-

1. Personal documents such as diaries, Note Book etc.

2. Project reports.

3. Websites

4. Books

1.4.3 Sampling Procedure

a) Sample size: - 50 Customers

b) Sampling technique: - Random Sampling

c) Sampling Area: - Palus Taluka.



1.4.4 Methods & Instruments of Data Gathering:

There are various types of tools of primary data collection some of them are which

researcher has used for the study are as bellow.

Questionnaire:-

Researcher has made 15 questions for the study on retailer’s and customers according to

those questions researcher has collected the data.

1.4.5 Statistical tool of analysis:

Researcher has used tools for the analysis are- 1. Excel work sheets.2. Table.3. Percent analysis etc.

1.5 Scope & Limitations of the study:-

Scope of the Study:-

The scope of the study covers almost all categories of Shampoos. The whole appraisal

of Shampoos has been done from the angle of customer satisfaction. Any substitutes of

Shampoos like washing soaps or natural products have not been considered. Also

Shampoos locally made by the unorganized sector and which are not branded have not

been considered.

Limitations:-

1. The study is limited only to the customers of Mohol Taluka

2. The study is limited only to 100 customers only.

3. Lack of time to get more specific information is another reason.

4. The information collected solely depends upon the respondents answers and

accuracy of information could vary.

5. Getting actual information from the respondents was difficult.



CHAPTER -II

COMPANY PROFILE

2.1 Introduction of Organization:-

Kothari Agritech Pvt Ltd is a leading manufacturer of a wide array of pipes and

accessories for irrigation, agriculture, industrial, etc domains. Our products are energized

to offer diligent life to their immediate needs and long term requirements of our assorted

customers.

The name synonymous for its quality and endurance among cross section of clients,

Kothari has carved a niche in its business of providing apt solutions for effective use of

water through most reliable products range like pvc pipes, irrigation systems, drip,

sprinklers. The company has latest machinery with professional skills leveraging high

end technology thereby providing our high quality products range to withstand diverse

environments.

Objectives:-

To strive hard to have the latest of the latest production technology at the Least of the

price to cater to the growth of Agro Industry so as to Conserve Water thereby enriching

the soil to help future generations to come.

Quality:-

Kothari Group is committed through its highly qualified technical manpower backed up by

the committed top management to provide the best of the product range with latest features

at the least of the price. This could be possible only through continuous innovation in the

manufacturing process and testing of material on batch to batch basis.

2.2 About the Company:-

An ISO 9001:2000 certified company, Kothari Pipes is approved by ISI (Bureau of

Indian Standards), Maharashtra Jeevan Pradhikaran (MJP), Jalswarajya Maharashtra

Govt for our quality products that are known for longevity. In addition we are also

approved suppliers of drip and sprinkler systems by various state governments.



Name of the company KOTHARI AGRITECH PVT.LTD.

Address Plot No 185 - 189, 193

Chandramauli Industrial Co-operative Estate

Mohol, Solapur 413213

Maharashtra, India.

Year of establishment 1997

Head office of the company Formerly Kothari Industries

2/3, 1 st Floor HN Complex,

Opp Hotel Aishwarya

Murarji Peth, Solapur 413001

Maharashtra, India.

Nature of company Manufacturer, Exporter

Number of Employees 101 to 500 People

Turnover US$ 10-25 Million (or Rs. 40-100 Crore Approx.)

E-Mail [email protected]

2.3 Vision and Mission:-

Vision Statement

The term “Green revolution” is a general one that is applied to successful agricultural

experiments in many third world countries. It is not specific to India. But it was most

successful in India. Even today, India’s agricultural output sometimes falls short of

demand agricultural products. The Green revolution, howsoever impressive, has thus not

succeeded in making India totally and permanently self-sufficient in food.

Mission Statement

The “Green revolution In India through products with farmer’s satisfaction” is the

main vision and objective of the organization.


mailto:[email protected]


Being awere of today’s globalized economic scenario, we realized that it was

essential for our farmers in India to receive raw materials at the least possible

cost.

Inspire of the fluctuating prices of raw material required for the production of

PVC pipes and the tough competition in the present market, we will always strive

to maintain high standards in the quality of our pipes.

Whether it is a big or small requirement, prompt delivery of high quality goods to

all dealers, retailers or customers through quick transportation facilities, is our

aim. Quick and diligent service helps save valuable time and money. These

qualities have made us a renowned brand all over India.

We undertake frequent, extensive research and development of our products and

have been trying to raise the quality of pipes to the optimum.

2.4 List of the Product

Drip Irrigation Syste Mini Sprinkler Jets & Foggers

Filters Poly Fittings Plastic Sprinklers & Pop Ups

Rain-guns Sprinkler Irrigation System Rigid u PVC Pipes

uPVC Rubber Ring Joint

Pipe

Fabricated Fittings uPVC Agriculture Molded

Fittings



2.5 Organization Chart:-

2.6 Future Plan of Organization:-

Green House Technology, Water Soluble Fertilizers with PGR's, Tissue Culture are

some of our dream projects that are adding feather to Kothari's cap of quality products.


CHAIRMAN CHAIRMAN

DIRECTORDIRECTOR

FINANCE DIRECTORFINANCE DIRECTOR MAKETINGDIRECTORMAKETINGDIRECTOR HR & ADMINHR & ADMIN DIRECTORDIRECTOR

FINANCE DEPT.FINANCE DEPT. MARKETING DEPTMARKETING DEPT. HR & ADMIN DEPT.HR & ADMIN DEPT.

FINANCE MANAGERFINANCE MANAGER MARKETINGMARKETING MANAGERMANAGER

HR MANAGERHR MANAGER

ACCOUNTANT ACCOUNTANT AREA MANAGERAREA MANAGER

SALES MANAGERSALES MANAGERCLERICAL STAFF CLERICAL STAFF

CLERICAL STAFFCLERICAL STAFF

WORKERS WORKERS

Figure 2.2 Organization Chart of Kothari Industries Mohol.Figure 2.2 Organization Chart of Kothari Industries Mohol.


2.7 Awards and Achievements:-

The following table showing the Awards for its Quality, management and

best business strategies

Year of getting award Award Name & Purpose of Award

2004 “Kothari Industries achieve ISO 9001-2000

certificate for its Quality & Management”

2005 Director Mr.Ujwalbhai Kothari honoured with

“Bhartiya udyog Ratn award”

2006 “Maharashtra Jeevan pradhikaran” best product

quality award.

2007 selection for Govt. of Maharashtra’s project

“Jalswarajya” and “Aapale pani”

2007 Quality Management system certificate

2008 Mr. Kiranbhai Kothari honoured with ‘Business

Express award’ from sangli Maharashtra.

2009 “Zillah udyog ratn Award” from Tourist minister

Mr. Vijaysinh Moite-Patil in Solapur District.



CHAPTER -III

THEOROTICAL BACKGROUND

3.1 Meaning Of Customer Satisfaction:-

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."

It is seen as a key performance indicator within business and is often part of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy.

In researching satisfaction, firms generally ask customers whether their product or

service has met or exceeded expectations. Thus, expectations are a key factor behind

satisfaction. When customers have high expectations and the reality falls short, they will

be disappointed and will likely rate their experience as less than satisfying.

3.2 Definitions: -

1. “Customer satisfaction is "the degree to which customer expectations of a

product or service are met or exceeded." Each person has their own set of

expectations, so customer satisfaction is unique to the individual”.

2. "Customer satisfaction is a person's feeling of pleasure or disappointment

resulting from comparing a products perceived performance in relation to his or

her expectation"

3.3 How To Manage Customer Satisfaction Marketing:-

Consumer satisfaction marketing involves measuring customers' opinions and

experiences through a variety of means, such as direct-mailing programs and even email


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

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

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


marketing. Companies of all sizes use this information to improve customer service

levels and make changes based upon what customers want. Customer satisfaction

marketing research is vital to the life of a company.

1. Write down goals for your consumer satisfaction marketing.

2. Develop consumer satisfaction surveys that target each customer group and

include relevant questions.

3. Set up or outsource to a small-to-medium-sized call centre consumer satisfaction

work. Have your call centre agents make outbound calls to existing customers

and ask questions based on the satisfaction surveys you created. Set up or

outsource to a small-to-medium-sized call centre consumer satisfaction work.

Have your call centre agents make outbound calls to existing customers and ask

questions based on the satisfaction surveys you created.

4. Create a direct-mailing program so you can mail paper surveys to customers.

Make sure the survey is anonymous and does not require the customer to include

his name, telephone number or address unless he wants to be contacted.

5. Monitor your consumer satisfaction surveys on a monthly basis. Review the

aspects of your business that both have and have not made improvements.

Maintain your consumer satisfaction marketing programs so you can continually

collect data and measure company performance.

3.4. Measuring customer satisfaction: -

Organizations need to retain 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. Organizations

need to retain 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 behaviours such as return and

recommend rate. The level of satisfaction can also vary depending on other options the


http://www.ehow.com/business/


customer may have and other products against which the customer can compare the

organization's products.

The usual measures of customer satisfaction involve a survey with a set of statements

using a Likert Technique or scale. The customer is asked to evaluate each statement and

in term of their perception and expectation of performance of the organization being

measured. Their satisfaction is generally measured on a five-point scale.

3.5 Importance of customer satisfaction:-

The importance of customer satisfaction is apparent when you realize that, without

customers, you don't have a business. A single unsatisfied customer can send more

business away from your company than 10 satisfied customers. The more you focus on

customer retention and customer support, the more long-term business you'll get.

Satisfied customers will make a great foundation for return business, and they may also

bring in their friends and associates. Remember that customers are the heart of any

business. Keep them satisfied, and encourage them to tell their friends about their

experiences with your business.

The concept “customer is the king” has much significance in marketing a

product. The product has to be ultimately accepted by him. Hence, have some

marketing characteristics, which a consumer should accept.

3.6 Benefits of Customer Satisfaction Surveys:-

A benefit of creating highly satisfied (delighted) customers who are loyal to the

organisation is that they also spread positive word-of-mouth by, in essence, becoming a

walking, talking advertisement for the firm. If there are many delighted customers

spreading positive word-of-mouth communication, this then lowers the cost of promotion

to attract new customers.


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

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

http://en.wikipedia.org/wiki/File:Customer-satisfaction-scale.png


The benefits of conducting consumer satisfaction surveys are significant and their impact

can last long after the results are analyzed. Consumer satisfaction surveys can be used to:

Improve brand perception

Increase loyalty and retention

Identify areas that need improvement

Identify upgrade opportunities

Test new products, services, offers and pricing

CHAPTER - IV



DATA ANALYSISTable No. 4.1Title:-Demographic Table

Age No. of respondents Percentage

Below 25 years 30 30

Between 25 to 35 45 45

Between 35 to 50 15 15

Above 50 10 10

Total 100 100

Qualification

Primary 50 50

Secondary 20 20

Graduate or post graduate

30 30

Total 100 100

Extant Land

Below 5 acre 30 30

6 to 10 acre 40 40

11 to 15 acre 18 18

Above 16 acre 12 12

Total 100 100

Types of crop

Kharif 30 30

Rabi 50 50

Summer 20 20

Total 100 100Average Income (Monthly)



Below -10,000 32 32

11,000 to 15,000 38 38

16,000 to 20,000 20 20

Above 21,000 10 10

Total 100 100

Motor HP

Below 3 HP 25 25

5 HP 42 42

7 HP 20 20

10 HP 8 8

Above 12 HP 5 5

Total 100 100

Water Sources

Well 35 35

Bore 20 20

Canal 20 20

Tank 10 10

Rain 15 15

Total 100 100

Graph No. 4.1





(Source-survey)

Interpretation:-

From above table it seems that 30 percent of respondents were in the age group below

25 years and 45 percent were in the range of 25-35 years while remaining 10 were age of

above 50.

From the table it seems that 50 percent respondents get primary education, 20 percent

were educated till the secondary while remaining respondents were graduated and post

graduated.



In case of extant land table shows that 30 percent respondents were have less than 5 acre

land and 40 percent respondents has 6 to 10 acre land while remaining 18 percent

respondents had 11 to 15 acre land.

From the above table it seems that 30 were taken the Kharif crops and 50 percent

respondents took Rabi crops every year while remaining i.e. 20 percent took summer

crops.

In case of income 32 percent of the respondents has below 10000 monthly income and

38 percent respondents has income in the range of 11000 to 15000 while remaining i.e.

20 percent respondents has 16000 to 20000 monthly income, 10 percent respondents has

above 21000.

From the above table it seems that 25 percent respondents were uses below 3 HP motors

and 42 percent respondents were uses 5 HP motor, 20 percent respondents were uses 7

HP motors while remaining 8 percent respondents were uses 10 HP motors and only 5

percent respondents were uses above 12 HP motors.

In case of water resource 35 percent respondents were uses the water from well and 20

percent respondents were uses the water from bore, 20 percent respondents were uses the

water from canal and remaining 10 percent respondents were uses the water from tank

and 15 percent respondents were uses the water from rain.

Table No.4.2Title: - Brand preference by consumers

Decision 1 2 3 4 5 6

Kothari 58 9 26 7 - -

Jain 3 30 4 36 23 4

Finolex 2 3 8 21 60 6

Tulasi 2 - - 2 13 83

Vardan 3 24 27 30 6 10



Table 4.2:- showing the respondents rating for quantities of Brand awere mostly

preferred by consumers

From the above table weighted arithmetic mean method has been followed under - Score

method points. For each and every priority points are allotted.

Total score Kothari = (58*6) + (9*5) + (26*4) + (7*3) =518

Total score Jain =(3*6)+(30*5)+(4*4)+(36*3)+(23*2)+(4*1) =342

Total score Finolex = (2*6) + (3*5)+(8*4)+(21*3)+(60*2)+(6*1) =248

Total score Tulasi = (2*6)+0+0+(2*3)+(13*2)+(83*1)=127

Total score Vardan =(3*6)+(24*5)+(27*4)+(30*3)+(6*2)+(10*1)=358

Decision Total score Weight Rank

Kothari 518 5.18 1

Jain 342 3.42 3

Finolex 248 2.48 4

Tulasi 127 1.27 5

Vardan 358 3.58 2

Interpretation:-

From the above table it was inferred that Kothari Pipes has first rank, Vardan second

rank, third rank was for Jain, fourth was Finolex, and fifth was Tulasi rank was for

dimension “Mostly preferred by consumers”.

Table No.4.3

Title: - Awareness of Kothari Pipes

DecisionResponses Percent

Yes 100 100

No 0 0


Score =No .of respondents *points

Weight = Total score/No. of Respondents


Total 100,

100

Graph 4.2

(Source-survey)

Interpretation:-

From the above table it was inferred that out of 100 respondents, 100 percent have awere

the Kothari Pipes Company.

Table No.4.4

Title:- Inspiration to buy Kothari Pipes

Decision Responses Percentages

Friends 29 29

Relatives 39 39

Neighbours 8 8

Advertisements 24 24



Total 100 100

Graph 4.3

(Source-survey)

Interpretation:-

From the above table it was inferred that out of 100 respondents, 29 percent customers

were inspired to buy the Kothari Pipes through friends, 39 percent were through

relatives, 8 percent were through neighbours and 24 percent were through

advertisements.

Table No.4.5

Title:-Regular customer to Kothari Company or dealers


Yes 50 50

No 50 50

Total 100 100



Graph 4.4

(Source-survey)

Interpretation:-

From the above table it seems that out of 100 respondents, 50 percent of the respondents

were regular customers and 50 percent respondents were not regular customers to the

Kothari Pipes.

Table No.4.6

Title:- The customer of the Kothari Company since


Less than 6 Months 61 61

6 to 12 Months 32 32

1 to 2 Years 3 3



More than 2 Years 4 4

Total 100 100

Graph 4.5

(Source-survey)

Interpretation:-

From the above table it seems that out of 100 respondents, 50 percent of the respondents

were regular customers and 50 percent respondents were not regular customers to the

Kothari Pipes.

Table No.4.7

Title:- Which product do you using

Product No of Respondents Percentage

Drip Irrigation System 10 10

Mini Sprinkler 5 5



Jets & Foggers 4 4

Filters 6 6

Poly Fittings 4 4

Plastic Sprinklers & Pop Ups 3 3

Rain-guns 4 4

Sprinkler Irrigation System 7 7

Rigid u PVC Pipes 24 24

uPVC Rubber Ring Joint Pipe 8 8

Fabricated Fittings 7 7

PVC Agriculture Molded Fittings 10 10

Hose Pipes & ASTM Pipes 8 8

Total 100 100

Graph No 4.6



(Source-survey)

Interpretation:-

From above graph it seems that out of 100 respondent 24 percent of respondents used

Rigid u PVC pipes, 10 percent respondents were used Drip irrigation system and u PVC

Agriculture molded fittings, 8 percent respondents used Hose pipes, ASTM pipes and

uPVC Rubber ring,7 percent respondents used Sprinkler irrigation system and Fabricated

fittings,6 percent respondents used Filters,5 percent respondents used Mini sprinkler ,4

percent respondents used Jets foggers , Poly fittings and Rain guns,3 percent respondents

used Plastic sprinklers .



Table No. 4.8

Title:- Importance of Kothari

Criteria No of respondents Percentage

Quality 62 62

Offer 00 00

Verity of Size 06 6

Service S 10 10

Discount 00 00

Price 22 22

Total 100 100

Graph No.4.7



(Source-survey)

Interpretation: -

It was observe that 62 percent respondents out of total sample size has given more

importance to quality, 22 percent of respondents think about price, 10 percent of

respondents give importance to service and 6 percent of respondents give importance to

verity of size of products

Table No4.9

Title:- Satisfied with Performance of products


Strongly Satisfied 30 30

Satisfied 62 62

Dissatisfied 08 08

Strongly Dissatisfied 00 00

Total 100 100

Graph No 4.8



(Source-survey)

Interpretation: -

From the above table observed that 30 percent of the respondents were strongly satisfied

with performance of products, 62 percent of respondents were satisfied and 08 percent of

respondents dissatisfied. No one strongly dissatisfied with products performance.

Table No.4.10

Title:-Reasons of satisfaction

Criteria 1 2 3 4 5

Quality 46 10 26 11 7

Offer 8 - 26 - 66

Varity Size 6 32 6 26 30

Service 15 14 18 25 28

Price 12 16 24 28 20

Discount 3 16 15 37 29



Table 4.10:- showing the respondents rating for quantities of satisfaction awere

mostly preferred by consumers

From the above table weighted arithmetic mean method has been followed under - Score

method points. For each and every priority points are allotted.

Total score Quality= (46*5)+ (10*4)+( (26*3)+( 11*2)+(7*1) =377

Total score Offer =(8*5)+0+(26*3)+0+(66*1)+ =184

Total score Varity Size = (6*5) + (32*4)+(6*3)+(26*2)+(30*1) =258

Total score Service = (15*5)+(14*4)+(18*3)+(25*2)+(28*1)=263

Total score Price =(12*5)+(16*4)+(24*3)+(28*2)+(20*1)=272

Total score Discount=(3*5)+(16*4)+(15*3)+(37*2)+(29*1)=227

Criteria Total score Weight Rank

Quality 377 3.77 1

Offer 184 1.84 6

Varity Size 258 2.58 4

Service 263 2.63 3

Price 272 2.72 2

Discount 227 2.27 5

Interpretation:-

From the above table it was inferred that Quality was given first rank, Price second rank,

third rank was to Service, fourth was to Varity Size, fifth was to Discount and five was

given to offer rank was for dimension “Mostly preferred by consumers”





Table No.4.11

Title:-Reasons of dissatisfaction

Criteria No of Respondents Percentage

Quality 2 2

Offer 32 32

Varity of size 18 18

Service 8 8

Price 12 12

Discount 28 28



Total 100 100

Graph No 4.9

(Source-survey

Interpretation: -

From above graph it seems that out of 100 respondents 32 percent respondents

dissatisfied because of offer and 28 percent respondents dissatisfied because of

discount,18 percent respondents dissatisfied because of verity of size,12 percent

respondents dissatisfied because of price and 8 percent respondents dissatisfied because

of service and 2 percent respondents dissatisfied because of quality.

Table No.4.12

Title:-Handling of requirement by dealer quickly


Always 76 76

Sometime 24 24

Never 00 00

Total 100 100

Graph No 4.10



(Source-survey)

Interpretation: -

From the above table it seems that 76 percent of the customers opinion that Dealer

always handle the requirements while 24 percent customers wore found dealer handle

requirement but someone

Table No.4.13

Title:- Dealers has Knowledge about product


Yes 100 100

No 00 00

Total 100 100

Graph No 4.11



(Source-survey)

Interpretation: -

From the above table it seems that dealer have proper knowledge about product as 100

percent customer responsively.

Table No.4.14

Title:- Dealer PRE-PURCHASE & POST-PURCHASE performance


Good 84 84

Average 16 16

Poor 00 00

Total 100 100



Graph No.4.12

(Source-survey)

Interpretation: -

From the above table it seems that 84 percent of respondents feel dealer’s performance

was good. 16 percent of respondents feel dealer’s performance as average.

All respondents were satisfied with dealer’s pre-purchase and post-purchase behaviour.

Table No.4.15

Title:-Kothari Company mainly concentrates on agricultural sector


Strongly Agree 45 45

Agree 40 40

Not decide 15 15

Disagree 0 0

Strongly disagree 0 0



Total 100 100

Graph No 4.13

(Source-survey)

Interpretation: -

From the table it was inferred that out of 100 respondents 45 percent have strongly

agreed that the Kothari Pipes Company mainly concentrates on agricultural sector, while

40 percent have agreed and 15 percent have not decided.

Table No .4.16

Title:-Expect from Kothari Pipes Company

Decision P1 P2 P3 P4

Quality 96 3 1 -

Weightless - 40 48 12

Length 5 50 41 4

Colour 7 - 13 80



For the table weighted arithmetic mean method has been followed under - Score method

points. For each and every priority points are allotted.

Total score quality = (96*4)+(3*3) +(1*2)+0=395

Total score weightless=0+(40*3)+(48*2)+(12*1) =228

Total score length= (5*4)+(50*3)+(41*2)+(4*1) =256

Total score colour =(7*4)+0+(13*2)(80*1)=134

Decision Total score Weight Rank

Quality 395 3.95 1

Weightless 228 2.28 3

Length 256 2.56 2

Colour 134 1.34 4

Interpretation: -

From the table it was inferred that quality first rank, length second rank, third rank was

weightless, fourth was colour, for dimension “Mostly preferred by consumers”.

Table No.4.17

Title:- Share information with friends and relatives



Agree 61 61

Disagree 0 0


Total 100 100





Graph No 4.14

(Source-survey)

Interpretation: -

From the table it was inferred that out of 100 respondents, share information with friends

and relatives 38 percent respondents were strongly agreed that they share the information

with the friends and relatives while 61 percent were agreed and 1 percent have strongly

disagreed

Table No.4.18

Title:-Company concentrates on rural market more than urban market



Agree 43 43

Disagree 26 26




Total 100 100

Graph No 4.15

(Source-survey)

Interpretation:-

From the table it was inferred that out of 100 respondents, Company concentrates on

rural market more than urban market 27 percent respondents were strongly agreed that

the company concentrates on the rural market more than urban market while 43 percent

respondents were agreed 26 percent were disagreed and 4 percent have strongly

disagreed.

Table No.4.19

Title:- Company provides better services than other company



Agree 60 60

Disagree 2 2

Strong disagree 0 0



Total 100 100

Graph No 4.16

(Source-survey)

Interpretation:-

From the table it was inferred that out of 100 respondents, Company provides better

services than other company. 38 percent respondents were strongly agreed while 60

percent respondents were agreed and 2 percent respondents were disagreed.

Table No.4.20

Title:- The credit facility should be at least


1 Week 4 4

2 Weeks 54 54

1 Month 9 9

2 Months 33 33



Total 100 100

Graph No 4.17

(Source-survey)

Interpretation:-

From the table it was inferred that out of 100 respondents, 4 percent respondents avail a

credit facility of a 1 week 54 percent respondents were 2 weeks, 9 percent respondents

were 1 month and 33 percent respondents were avail 2 months.

Table No.4.21

Title:-Attributes


Excellent 42 42

Good 52 52

Average 06 06

Poor 00 00



Total 100 100

Graph No.4.18

(Source-survey)

Interpretation:-

From the table it was observe that 42 percent respondents rate of the product as

‘Excellent’

52 percent respondents rate of products as good, 06 percent as Average, No one respond

to Poor.

CHAPTER - V

FINDINGS &CONCLUSION

5.1 Summery Of The Study:-

Researcher has did project in Kothari Agritech Pvt. Ltd. Mohol the title of project is

“A STUDY ON CUSTOMER SATISFACTION”, With Special Reference to Kothari

Agritech Pvt. Ltd., Mohol which is related with marketing i.e. customer satisfaction,



under the guidance of Prof.Abhishek A. Khadtare from college and Mr.Nitin Gund from

company

Customer satisfaction is a measurement of customer attitude about product, service and

brands while it’s always been smart to keep customers happy. With the help of this

survey researcher can understand the market for their product, attitude of customers

towards Kothari pipes, competition in the market and satisfaction level and psychology

of customers.

During this project researcher use survey method. During this survey researcher meet 4

to 5 customers daily, in this way researcher collected information from more than 200

respondents through direct interview technique. Firstly, researcher prepare questionnaire

with the help of project guide, then daily researcher go and collect the information from

the customer. After 45 days researcher did data analysis and interpretation by using all

this information.

Information available is analysed in the form of table, charts and graphs.

In this way researcher has been completed project in 50 days i.e. from 4 th June to 28th

July 2012.

5.2 Findings:-

1. From the study it found that 30 percent of respondents were in the age group

below 25 years and 10 were age of above 50.

2. 50 percent respondents get primary education, graduated and post graduated.

3. From the study it found that 40 percent respondent has 6 to 10 acre land while 18

percent respondents had 11 to 15 acre land.



4. From the table it is observed that 50 percent respondents took Rabi crops every

year while 20 percent took summer crops.

5. From the study it found that 38 percent respondent has income in the range of

11000 to 15000 while10 percent respondents has above 21000.

6. From the table it is observed that 42 percent respondents were uses 5 HP motor

and only 5 percent respondents were uses above 12 HP motors.

7. From the study it found that 35 percent respondents were uses the water from

well and 15 percent respondents were uses the water from rain.

8. From the above table it was inferred that out of 100 respondents, 100 percent

have awere the Kothari Pipes Company.

9. From the study it found that 39 percent were through relatives, 8 percent were

through neighbours

10. 50 percent of the respondents were regular customers and 50 percent respondents

were not regular customers to the Kothari Pipes.

11. From the study it found that 24 percent of respondents used Rigid u PVC pipes,4

percent respondents used Jets foggers , Poly fittings and Rain guns,3 percent

respondents used Plastic sprinklers .

12. From the table it is observed that It was observe that 62 percent respondents out

of total sample size has given more importance to quality and 6 percent of

respondents give importance to verity of size of products .

13. From the study it found that 62 percent of respondents were satisfied and 08

percent of respondents dissatisfied. No one strongly dissatisfied with products

performance.

14. From the table it is observed that 32 percent respondents dissatisfied because of

offer and 2 percent respondents dissatisfied because of quality.

15. From the study it found that 76 percent of the respondents opinion that Dealer

always handle the requirements while 24 percent respondents wore found dealer

handle requirement but someone.

16. From the table it is observed that dealers have proper knowledge about product as

100 percent customer responsively.

17. From the study it found that 84 percent of respondents feel dealer’s performance

was good. 16 percent of respondents feel dealer’s performance as average.



18. All respondents were satisfied with dealer’s pre-purchase and post-purchase

behaviour.

19. From the study it found that 45 percent have strongly agreed that the Kothari

Pipes Company mainly concentrates on agricultural sector and 15 percent have

not decided.

20. From the table it is observed that share information with friends and relatives 38

percent respondents were strongly agreed that they share the information with the

friends and relatives and 1 percent have strongly disagreed.

21. From the study it found that Company concentrates on rural market more than

urban market 27 percent respondents were strongly agreed that the company

concentrates on the rural market more than urban market and 4 percent have

strongly disagreed.

22. From the study it found that Company provides better services than other

company 60 percent respondents were agreed and 2 percent respondents were

disagreed.

23. Respondents avail a credit facility of a 1 week 54 percent respondents were 2

weeks, 9 percent respondents were 1 month.

24. From the study it found that 42 percent respondents rate of the product as

‘Excellent’

25. From the table it is observed that 52 percent respondents rate of products as good

no one respond to Poor.

5.3 Conclusion Of The Study:-

Most of the brands available in Mohal Taluka is dominated by Kothari as they compete

with two most important features of the products. I.e. Excellent quality & effective

distribution channel. From the study it can be conclude that the brand of Kothari

Agritech is very famous among the customers. From the study company can understand

the market status and implement new strategies.



BIBLIOGRAPHY

Books:-

Vikas Mittal; Carly Frennea (2010). "Customer Satisfaction: A Strategic Review

and Guidelines for Managers." Marketing Science Institute: MSI Fast

Forward (10-701)



Batra, Rajeev and Olli T. Athola (1990), “Measuring the Hedonic and Utilitarian

Sources of Consumer Attitudes,” Marketing Letters, 2 (2), 159-70

Kessler, Sheila (2003). Customer satisfaction toolkit for ISO 9001:2000.

Milwaukee, Wis.: ASQ Quality Press. ISBN 0-87389-559-2.

Khosla, Swati (2010). "Consumer psychology: The essence of

Marketing". International Journal of Educational Administration 2 (2): 220-220.

Retrieved 16/5/12.

Philip Kotler, Marketing Management 12 low price edition

G.C.Beri, Marketing Research 4th edition, New Delhi

Rajan Saxena, Marketing Management

Website:-

• http://wikipedia.com

http://www.google.com

http://www.Kothariindustries.com

QUESTIONNAIRE

A Study on Marketing (Customer Satisfaction) with regards to KOTHARI

AGRITECH PVT.LTD.PlotNo-185-189,193, Chandramauli, Industrial Co-operative

Estate Mohol, Solapur 413213, Maharashtra, India.

Questionnaire for Measuring Customer Satisfaction


http://www.Kothariindustries.com/

http://www.google.com/

http://wikipedia.com/

http://web-l4.ebscohost.com.ezproxy-f.deakin.edu.au/ehost/detail?vid=5&hid=106&sid=4657a35a-29b0-4753-b833-46a39c374718@sessionmgr113&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3D%3D#db=ehh&AN=60641974

http://web-l4.ebscohost.com.ezproxy-f.deakin.edu.au/ehost/detail?vid=5&hid=106&sid=4657a35a-29b0-4753-b833-46a39c374718@sessionmgr113&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3D%3D#db=ehh&AN=60641974

http://en.wikipedia.org/wiki/Special:BookSources/0873895592


Name: ___________________________________________________________ Age: - Below 25 years 25 – 35 years 35-50 years Above 50 years

Qualification:- Primary Secondary Graduate or Post Graduate Extant Land:- Below 5 acre 6-10 acre 11-16 acre Above 16 acre

Types of crop:- Kharif Rabi Summer

Monthly Income:- Below 10,000 11,000 – 15,000

1 6,000-20,000 Above 21,000

Motor HP:- Below 3 HP 5 HP 7 HP

10 HP Above 12 HP

Water Source:- Rain Bore Well

Tank Canal

1. Which of the following brands you are aware mostly?

Jain pipes Finolex pipes Prince Pipes Tulsi pipes Kothari pipes

2. Are you the user of Kothari pipes?

Yes No

3. From where you get inspiration to buy the Kothari Pipes?

Neighbours Advertisements friends’ relatives’ dealers

4. Are you regular customer to Kothari pipes or Dealers?

Yes No

5. Since how many days you are using Kothari`s products?

Less than 6 months 6 to 12 Months

1 to 2 years More than 2 years

6. Which of the following product you are using?



Drip Irrigation System Mini Sprinkler Sprinkler Irrigation System

Filters Poly Fittings Plastic Sprinklers & Pop Ups

Rain-guns Rigid u PVC Pipes Jets & Foggers

Fabricated Fittings uPVC Rubber Ring Joint Pipe

Hose Pipes & ASTM Pipes uPVC Agriculture Molded Fittings

7. What is most important factor for you while purchasing Kothari pipes?

CriteriaNo of

Respondents

Quality

Offer

Varity of size

Service

Discount

Price

8. Are you Satisfied with performance of Kothari`s products?

Strongly Satisfied Satisfied

Dissatisfied Strongly Dissatisfied

9. Rate the reason for satisfaction? (Rate the following as 1-5)

Criteria 1 2 3 4 5

Quality

Offer

Varity of size



Service

Price

Discount

10. If you are not satisfied then specific reason for dissatisfaction?

CriteriaNo of

Respondents

Quality

Offer

Varity of size

Service

Price

Discount

11. Is dealer handling requirements properly?

Always Sometime Never

12. Dealer has knowledge about the product?

Yes

No

13. How do you rate your dealer’s Performance pre-purchase & post-purchase?

Good Average Poor

14. Kothari company mainly concentrates on agricultural sector?

Strongly agree Agree Not decide

Disagrees strongly disagree

15. What do you expect from a Kothari pipe company?

Quality length weightless colour

16. I share the information with my friends and relatives?

Strongly agree Agree Disagree Strongly disagree

17. Company concentrates on rural market more than urban market?




18. Kothari Company provides better services than other company?


19. If agreed the credit facility should be at least to?

1week 2weeks 1month 2months

20. How would you rank Kothari`s products on the following attributes?

Attributes No of Respondent

Excellent

Good

Average

Poor


Documents

Consumer behavior