Dealer satisfaction

INTRODUCTION

A person or firm engaged in commercial purchase and sale is called a

Dealer. A business established or operated under an authorization to sell or

distribute a company's goods or services in a particular area is called dealership.

The act of satisfying, or the state of being satisfied; gratification of

desire; contentment in possession and enjoyment; repose of mind resulting from

compliance with its desires or demands is called dealer’s satisfaction.

Satisfaction level of persons felt state resulting from campaigns a products

perceived performance in relational to the persons expectations.

Satisfaction is a function of the difference between perceived

performance and expectations. Companies seeking to win in today's markets

must track their customers expectations perceived company's performance and

customer satisfaction.

While assisting the satisfaction level a company must not conclude that it

can get a full picture of customer satisfaction and dissatisfaction by simply

running a complaint and suggestion systems.

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Dealer satisfaction

INDUSTRY PROFILE

ABOUT PIPE INDUSTRY :

The term plastic is derived from the Greek word “PLASTICKOS” which

means, to access rubber and the other natural product. Resins are both natural

and synthetic. Natural resins range from pitch and asafetida to frankincense,

myrrh and amber synthetic resins replaced natural resins.

The first plastic ‘PRAKESINE” later called XYLONITE, was invented

by English chemist and inventor ALEXANDER PARNES in 6.

It was JOHN W. HYATT of the USA who recognized in 1869, the vital

palatalizing effect of camphor and named the product CELLULOID.

LEO HENDRICK BAEKELAND, American chemist, commercially

produced the first computer synthetic plastic from phenol and formaldehyde in.

A significant property of most of the plastics is that they soften whne

heated. So that they can be formed into shapes, they became rigid on cooling.

This property is derived from the physical structure of Poly Vinyl Chloride

which consists of a net of very large molecules called polymers. Long chains

that separate under heat sufficiently to slide apart, on cooling became firmly

entangled again.

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All plastics are manufactured by some method of polymerization i.e., the

process of forming the long chains and networks of molecules.

The two manor types of plastic are,

1. Thermosetting resins

2. Thermoplastics resins.

1. Thermosetting resins :

They became insoluble and infusible on heating. They are phonetic

resins, Furna resins, amino plastics, Akyls and polyesters of unsaturated acids,

Epoxy resins, Polythane’s ans silicones.

2. Thermoplastics resins :

These can be melted and solidified repeatedly, unlikely thermosetting

resins. They include cellulose derivatives and additional polymers. Others types

of resins include oil soluble or modified resins, plastics such as casein and ligin

extracted from natural products and special application synthetics such as resins

used as adhesives and additives to paper and textiles.

The raw materials for plastics include coal and cellulose, but the chief

source is petroleum. Plastics are formed by a variety of means, including

extrusion blow molding between rollers, thermosetting in hydraulic pressures.

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Dealer satisfaction

INDUSTRIAL PLASTICS:

Plastics are used for the industrial purpose is called is called industrial

plastics. It is of 2 types

1. Structural foams

2. Sheets and films

1. Structural foams :

It is of 2 types

a) Rigid foams

b) Flexible foams

a) Rigid Foams :

Rigid Polyether foams in sandwich foams, have wide applications a

building component because of the stiffness imparted by the thick foam center

for a given.

Wight they are also best insolvent known today and so have application

in fitted slabs and are formed into cavities at the building site. A very important

use of rigid foam is for furniture parts to reproduce wood structures.

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Dealer satisfaction

b) Flexible Foams :

Flexible foams, usually polyether Urethane are made in slab foam up to 8

feet (2.4 meters) in which and, as much as 5 feet (1.5 meters) high, these are cut

to required shapes or sizes or molded. Used almost exclusively shapes or sizes

or molded. Used almost exclusively by the automobile industry for crash pads,

arm sets and dash board covers.

2. Sheets and Films

These include Vinyl’s Fluroplastics and cellulose acetate vinyl.

Plasticized Poly Vinyl Chloride by a calendaring process, can be sawn, heat

sealed or electronically sealed, it is used for apparel, door curtains.

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Dealer satisfaction

COMPANY PROFILE

ORIGIN

Rayalaseema, economically backward part in Andhra Pradesh was

verified region for industries to improve the economic part of Rayalaseema.

Nandyal, a town in Rayalaseema was industrially developed by the dynamic

entrepreneur Sri S.P.Y. Reddy, who is basically a mechanical engineer, by

setting up an unit at Nandyal which manufactures black pipes in 1977. His

determination and hard work has helped to them in overcoming the problems

faced by an industry in the initial years, and with the financial assistance by

local commercial banks helped lot to overcome the problems and to run

company smoothly.

Later, he started manufacturing of P.V.C pipes, which terminated the

manufacturer of black pipes. This resulted in the formation of a private limited

company called ‘’Sujala Pipes (Pvt) Ltd., with S.P.Y. Reddy as the managing

director and group promoter.

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Dealer satisfaction

He got financial assistance and institutional assistance which motivated

him to setup an unit at Nandyal. With a great hope and expectations he has

started producing PVC pipes for improving the water transport system.

GROWTH :

Sujala Pipes Pvt. Ltd., is commission with the objections of catering to

the agriculture needs of the region. In earlier days tool used for water flow was

very ineffective with high percentage of see page losses. To counter this has

been the mission of Sujala Pipes Pvt. Ltd. The major irritants in agriculture

practices like lack of rainfall, groundwater lifting. Water transports with in the

fields have provided magnificent thrust of PVC pipes market. These factors

helped Sujala Pipes Pvt. Ltd. To record an excellent growth since 1977

onwards. Quality is the dominating factor in the growth of sales. Well-

equipped laboratory and quality control office looks after the quality. The

department people always striving to improve the quality.

The companies not only improving the brand name but also it are

undertaking the competition brands. In 1977 the company takeover the sagar

brand. The manufacturing plant of sagar brand was at Medak district. The

Sujala pipes company not stopped with that victory. The company takeover

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Dealer satisfaction

another main competitor’s brand monarch in 1999. The manufacturing plant of

monarch pipes lies at Anantapur District. There threats of old companies are

turned to opportunities to the company by its excellent management. After the

change of management the brand image of these brands are improved. At

present Sujala Pipes Pvt. Ltd. Stands at market leader position.

The only major competitor to the company is Sudhakar Pipes, Finolex

pipes. As the Majority of customers belong to farmers. The company has to

make aware of the company’s quality standards to them.

MANUFACTURING PROCESS

The manufacturing of P.V.C. Pipes employed for the hot forward

extrusion. Resin with weighted amounts of other ingredients, which are carried

to the hot chambers. The high temperature of hot chambers melts ingredients

and contents and then given to forward transits to get hallow pipes of required

dimension. The pipe comes out of the hot chambers, cool water jet is directed

towards it to cool the pipe immediately. Pipes of desired length or cut with the

aid of stock and power hacksaw. Production is made in various sizes ranging

from ½’’ to 10’’ according to usage.

SIZES :

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Dealer satisfaction

Various sizes ranging from ¼ to 10 inches are offered to customers.

Even pipes with different gauges and sizes manufacture to suit specific

conditions.

PACKING :

Packing place less important role in the products like PVC Pipes because

the hallow space inside can be utilized.For the purpose of cubic space

utilization in trucks while transport. Organization is adopting the technique like

pipes in pies.

PAYMENT PERIOD :

For Nandi brand the company adopts zero credit policy and goods are not

delivered unless cash remittances are made. For Monarch and Sagar brand

credit is entitled up to a week. The difference between these brands is due to

brand image.

COVERAGE:

At present Andhra Pradesh. Parts of southern states of Karnataka.

Tamilanudu and Kerala are in ambit of Sujala Pipes Pvt. Ltd. The company

extended their sales in the below regions as shown below.

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Dealer satisfaction

1979 : Nandyal Region (Polythene Pipes)

1984-85 : Rayalaseema Region (PVC Pipes)

1985-86 : Telangana Region

1986-87 : Karnataka and Andhra Pradesh.

1988-91 : Tamil Nadu, Karnataka

1991-94 : Kerala.

TRANSPORATION:

The transportation department of Sujala Pipes Pvt. Ltd., is very admirable

this unique strength of the organization enables the dealers to reduce inventory

levels to the minimum. This dealer is also supplemented with the dealers to

reduce inventory. Levels to the minimum. These dealers are also

supplemented with the benefit of the lower tide-up capital in the form of

inventory.

MARKET NETWORK :

‘’SUJALA PIPES PRIVATE LIMITED’’ covers National Level Market

but their main target areas are Karnataka, Tamilnadu, Kerala, Maharashtra and

Bihar.

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Dealer satisfaction

DISTRIBUTION CHANNELS:

Sujala Pipes Private Ltd has got two levels of channels of distribution i.e.

zero level and single level. Nandi Brand having a zero level and a single level

channel distribution.

Zero Level

One Level

The company has and extensive networks of 300 dealers in Andhra

Pradesh who are directly serviced by company sales force and 500 dealers in

south India.

PRODUCT LINE :

The following two different product line produced by the ‘’SUJALA

PIPES PRIVATE LIMITED’’

PRODUCT LINE – I

a) 50 mm 15 kgf/cm2

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Manufacturer Customer

Manufacturer ManufacturerDealer

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b) 40 mm 15 kgf/cm2

c) 32 mm 15 kgf/cm2

d) 25 mm 15 kgf/cm2

e) 20 mm 15 kgf/cm2

PRODUCT LINE – II

a) 63 mm 4 kgf/cm2

b) 75 mm 4 kgf/cm2

c) 90 mm 4 kgf/cm2

d) 110 mm 4 kgf/cm2

e) 140 mm 4 kgf/cm2

f) 160 mm 4 kgf/cm2

g) 180 mm 4 kgf/cm2

General Information About The Company :

The company is equipped with sophisticated laboratory to carry all tests

to ascertain outgoing quality level of the pipes. Nandi Pipes has got ISI

trademark. Which speaks for itself for the quality of the pipes numbers of

statistical quality control techniques are applied to ascertain system the quality

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Dealer satisfaction

level of the product. Managers at the company are dynamic and are well

educated. Supervisory staff or intermediate managerial staffs are above in

taking their areas are not highly educated. Most of the skilled or unskilled

labours are duty minded.

Company provides ESI and provident fund facilities to all its employees.

Uniqueness of workers of Sujala Pipes Pvt. Ltd., is their Non-indulgence in he

trade union activities.

As the company is located in industrial estate of Nandyal. It is facilitated

with good communication networks. Which includes telex fax, machine and

Internet. Company has also support of electronic data processing.

The company major strength is transportation vehicles a unique cash

outflow justifies itself by providing good reputation of the company through

improved customer service.

Financial department:

Though initially the company approached the external sources for

financial aid, now the financial status of the company is very sound and is being

run only with self-finance excepting for loans taken for hypothecation of

machinery and stock from SBI Nandyal.

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Dealer satisfaction

The company follows cash and carry policy for Nandi Brand. The

product is not delivered until the cash is paid and financial department with the

help of marketing department looks after these transactions.

Marketing Department:

The Marketing Department is headed by marketing manager who reports

to Executive Director. An Assistant Marketing Manager who reports and so

salesmen headed by 35 sales representatives who are headed by Assistant

Marketing Manager. Marketing mix and advertising particulars of Sujala Pipes

Pvt. Ltd. Shows the departments effective management of the marketing

department in the organization.

Personnel Department:

The personnel department consists the details of the executive and

workers of the organization. The organization is formed with

Sri S.P.Y. REDDY as the managing g Director and Executive Director who

reports Managing Director. Two Marketing Managers, Financial Manager.

Public relations officer and a quality control officer who all reports to Executive

Director. Other than executive there are thousands works in the organization.

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Dealer satisfaction

Pannel consisting of Managing Director, Executive Director and

Managers of concerned department makes the recruitment and selection of

persons. A part from the attractive salaries company provides health care

facilities.

Purchasing Department :

The perplexing situation that is conformed by the manufacture of the

PVC pipes is scarcity of region. Though the government of India has taken

various steps to improve supply conditions of PVC region, the Indian

manufactures could meet only 50% of demand and remaining 50% is meet from

imports.

The major petrochemical companies are

Sri Ram vinyl Ltd.

Chem – Plast Ltd.

Reliance Petro Chemicals Ltd.

National organic Chemical Industries Ltd.

India Petro Chemical industries Ltd.

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Dealer satisfaction

Nandi has its origins in the year 1979 when Mr. S.P.Y. Reddy a

technocrat left his job at Bhaba Atomic research center, Mumbai to start a

plastic containers unit in Nandyal and this unit has grown into conglomerate of

15 companies with combined annual turn over of $75 million. Nandi group is

lead by Mr. S.P.Y. Reddy the founder of company and had been witnessing

annual growth of 20% for the past 5 years.

Mr. Reddy who sensed an opportunity in Making pipes for irrigations

started manufacture of PVC pipes in year 1984 and has fast become leading

manufacturer in Andhra Pradesh. And a leading producer in India with annual

production of 50000 tonnes of pipes. Its other business interest include dairy

products, education, water storage container, flexible houses, HDPE Pipes.

The group is privately owned. The group has manufacturing plants in 5

locations in South India to improve operations efficiency and to enhance

customer satisfaction. Nandi group sells PVC Pipes under 4 brands of which

Nandi Brand is the most prominent. The group constantly updates its product,

machinery to reflect and meet the ever charging needs of consumers. The

group has consistent stated policy of venturing only into branded products to

ensure the stability and steady growth.

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Dealer satisfaction

Nandi is brand name of popular PVC pipes mode by two companies

Sujala Pipes and Rani pipes. They made possible few other ventures pipes are

sold under brand names Nandi, RANI and JALA together they are highest

selling PVC Pipe Brand in South India and will be among top 3 in India. Pipes

are made in two varieties, self-socketing and ring fit. Pipes are also made to

suit various pressure and impact requirements and even custom made to meet

special requirements.

The usage of PVC Pipes as replacement for traditional materials in the

field of construction is one rise in India and that bodes well for future or

business for Nandi Group the whole range of products meet all the relevant

national and international standards and are produced in ISO 9000 certified

manufacturing facilities.

Nandi Rigid PVC pipes with their good quality. Free service, during and

economical use are a better choice than mild steel, galvanized steel, cost iron

and plastic pipes.

Products:

Colour : Light grey, blue

Length : 6 mtrs

Pressure Rating : 2.5 Kg, 4Kg, and 10 Kg/Sq.com

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Dealer satisfaction

Manufacture with ISI mark : IS 4985 : 1981

Range available : 20mm to 450 mm

Benefits of Nandi Rigid PVC Pipes

Economy:

Being cheaper than conventional cement and steel pipes, Nandi rigid

PVC Pipes are very economical.

Light Weight :

PVC Pipes are 1/6th of the weight of steel pipes. This makes them easy to

carry and install. Doing way with heavy material handling equipment. This

reduces labour cost as well as the process of installation is faster.

Rugged & Durable :

Manufacturer of the beast PVC material. Nandi Rigid PVC Pipes do not

rest and are not affected by most chemicals hence they last longer. Render

trouble free service and require less maintenance.

More flow:

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Dealer satisfaction

Frictional lopes in Nandi Rigid PVC Pipes are 40% lower than

conventional pipes hence there is approximately 25% more flow than that of

competitor.

ITL PIPES:

INTEGRATED THERMOPLASTICS LIMITED incorporated in the

state of Andhra Pradesh as TORRENT THERMOPLASTICS LIMITED on 25th

Jan, 1994 as a PVT. Ltd., Under the companies Act 1956 and thereafter

converted into a Public Ltd. Company on 26th may 1994 in terms of the special

resolution dated: 28th Jan, 1994 under sec 31 (1) 44 of the companies Act 1956.

The name of the company was changed to INTEGRATED

THERMOPLASTICS LIMITED as per fresh certificate of incorporation dated:

5th Aug, 1994. The company has been formed the main objective of

manufacturing and dealing in thermoplastics and allied products. Nandi Pipes

took it over in 1999.

PRODUCTS :

The ITL manufactures the following products

High Density polyethylene Pipes

Polypropylene Pipes

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Polyvinyl chloride pipes

Chlorinated polyvinyl chloride pipes.

MONARCH PIPES :

MONARCH PIPES LIMITED was incorporated in the year 1986. The

factory is suited at NH-7H Hampapuram Village, Rapthadu Mandalm,

Anantapur District. It was taken over by Nandi Pipes.

Its annual production capacity is 16000 mtrs. And it is one of the leading

manufactures of PVC Pipes in South India. The company is equipped with

technical collaboration from batter field of West Germany.

MONARCH, KOHINOOR, KRISHNA.

Monarch Pipes with their good quality trouble free service, durability and

economical use are a better choice than mild steel, galvanized steel, cost iron

and plastic pipes.

The company is managed by a term of professionals under the guidance

of a young. Experienced and well-qualified Dynamic Managing Director

Mr. Sreedhar Reddy.

Applications of PVC Pipes:

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Agriculture and Irrigation Schemes

Rural & Urban water supply schemes

Tube well casing

Gas and oil supply ones.

Industrial effluent disposal

Sewerage & drainage schemes

Air condition ducting

Building installation

Industrial ducting.

OUR ESTEEMED CUSTOMERS:

Nandi Pipes are proud to present list of customers, which includes big

water pipe line projects, DOT projects, Panchayathi Raj, Industrial

Development Corporation etc.

Satya Sai Water Schemes

Lorven Projects

Nabard Water Schemes

Karnaka Land Army Department

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Twad Board Authority – Tamilanudu

And also we under take Turnkey projects for pipeline.

STRATEGY

Nandi Pipes which are famous all over the A.P.

‘‘To provide world class quality and customized product development

support. They enjoy the satisfaction of millions of customers’’.

Quality Policy :

They shall provide products & services that meet stated standards every

time.

They will organize their work practices to do a job right, first time, every

time.

They are committed to continue this improvement in this quality in all

business process.

SYSTEM

The flow of activities in the daily operation of business including its core

processes and its support system.

Purchase System

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Dealer satisfaction

Company purchases its raw materials from the other states like Gujarat.

Maharastra & Orissa. Other countries like Sri Lanka and Thailand.

Production System:

The work is fully automatic manufacturing layout with world-class batten field

extrusion plant. Sujala Pipes Pvt. Ltd having 3 units in A.P. Operating in

1) Nandyal

2) Hyderabad

3) Anantapur

Finance System:

Sujala Pipes Pvt. Ltd follows two types of finance system they are

1. Operational finance system

2. Corporate finance system

Marketing System:

Sujala Pipes Pvt. Ltd. Is using hoardings, television and wall paintings

for promotion of the products.

Transportation of finished Goods

Sujala Pipes Pvt. Ltd. Used road transportation mode for transporting of

finished goods.

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Dealer satisfaction

Demand Management

Company estimates its product demand in market by past sales and

dealers demand company is planning to meet the excepted demand by

increasing manpower and increasing productivity.

Order fulfillment

Customers can directly visit the company for the pipes or they can get

through the dealers required number of goods. If any customer who make bulk

order (100 pipes) company provides free transportation facilities. With in 10

days the pipes will be distributed to customers.

The chain is in two ways.

Producer Dealers Customers

Producer Customers

REVIEW OF LITERATURE

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Dealer satisfaction

The American Marketing Association offers the following definition:

Marketing is the process of planning and executing the conception, pricing,

promotion and distribution of ideas, goods and services to create exchanges that

satisfy individual and organizational goals1.

“Everyone knows what satisfaction is, until asked to give a definition. Then

it seems nobody knows”. This quote from Richard L.Oliver, respected expert

and longtime writer and researcher on the topic of Dealer/Customer

Satisfaction expresses the challenges of defining this most basic of

Dealer/Customer Satisfaction, express the challenges of defining this most basic

of Dealers concept. Building from previous definitions, Olives offers his own

formal definition2.

With reasonable review of literature a through work in studying the effective

functioning of Dealer/Customer Satisfaction in PVC Pipes Industry is felt a

necessary. In the explained circumstances Dealer/Customer Satisfaction

towards Nandi PVC Pipes is chosen for study in Sujala Pipes Pvt Ltd., Nandyal.

According to Dr. Noriak kano the customer satisfaction will take place when

expected futures are product attributes that are expected in the product. This

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Dealer satisfaction

distinguish of expected future is that they have a linear relationship with

customer/dealer satisfaction3.

In general satisfaction is a persons feelings of pleasure or disappointment

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

her expectations. If the performance falls short of expectation the customer is

dissatisfied. If the performance matches the expectations, the customer/Dealer

is satisfied4.

Dealer satisfaction is determined by the overall feelings, or attitude, a

person has about a product after it has been purchased. Consumers are engaged

in a constant process of evaluating the things the buy as these products are

integrated into the daily consumption activities5.

Integrated management action explain above, is a means not an and in

itself. It is the means for fulfilling the needs of the consumer. And this leads us

to the third major distinguishing feature of the marketing concept, namely,

consumer satisfaction. The marketing concept emphasizes that it is not enough

if a firm has consumer orientation, it is essential that such an orientation leads

to consumer satisfaction. The concept under scores that no firm can afford to

ignore consumer satisfaction6.

Thus consumer form expectations about the value offers and make

buying decisions based on these expectations. Dealers/Customers satisfaction

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Dealer satisfaction

with a purchase depends on the products actual performance relative to a buyers

expectations7.

Satisfaction is the consumer’s fulfillment response. It is a judgment that a

product or service feature, or the product or service it self, provides a

pleasurable level of consumption related fulfillment8.

According to the study conducted by Dr.Rajiv Kaushik the topic Indian

Journal of Marketing published in July, 20069.

The PVC Industry, which made a modest beginning during 70’s had really

taken of during the post Liberarlzation era. The current business environment

and abundant domestic availability of PVC raw materials have resulted in

double digit growth rate during the recent years.

In 2000-2001, the growth in PVC consumption was about 12%. More

over it is estimated that about Rs.20000 crores has been invested during 1997-

2000 in this industry, leading to doubling of capacity. Continued growth in

consumption at this rate would make India 3rd largest PVC consumer in world

by 2010. At present per capita consumption of PVC in India is just 3.5 kg as

compared to the global average of 19 kg. Hence there is a great scope for this

industry in India.

This study revealed some interesting findings like all PVC units covered during

this survey under the category of small scale industrial units, 75% units sell

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Dealer satisfaction

their products through middlemen only 25% sell their product both through

middlemen and own sales men. The study is exploratory in nature. Secondary

data was collected from the Directorate of industries, Haryana district industrial

offices, ICSSR, Library and internet etc.

Primary data was collected by personal visit to PVC manufacturing units.

All PVC units covered during the survey under the category of small

scale industrial units.

80% PVC units came into existence and started functioning after 1991.

75% units sell their product through middle men only. 25% PVC units

sell their product both through middle men and their own salesmen.

The main objective of the study is to find out to what extent the

customers are satisfied or dissatisfied.

To know who the target customers are for Nandi PVC pipes.

To know among the existing product line of Nandi which pipes are

mostly referable by customer

The study offers an extended scope for further research with relevance to

other product categories and also to reach wider area of coverage.

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Dealer satisfaction

Although there have been studies on Customer Satisfaction, its

application and affects in PVC Pipes seen to be unimpressive. Hence this study

will be a valuable contribution in analyzing Customer Satisfaction. And its

effect as the organization due to fast changing development in economic and

industrial scenario improving the performance of the organization is essential as

a result under taking an academic study on Customer Satisfaction will be a

welcome step. This study will be definitely helpful in achieving the

organization effectiveness and its market share.

RESEARCH METHODOLOGY

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Dealer satisfaction

RESEARCH DESIGN

Generally the research design is of any three types of descriptive,

exploratory and casual. Research design is defined as the specification of

method and products for acquiring the information needed. It is the plan for

organizing frame work, for doing the collection of data. The present study is of

descriptive type.

DESCRIPTIVE:

Descriptive research is marked by the prior formulations of specific

research questions. The investigator already knows a substantial amount about

the research problem before the project.

Research Instruments:

1. Personal Interviews : Schedules were administered personally for

collecting the data.

2. Questionnaire : The questionnaire comprises of open ended

And dichotomous questions.

SOURCE OF DATA:

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Source of data for the study are Primary and Secondary.

Primary data:

The primary data are those which are collected a fresh and for the first

time and thus happened to original character. It is collected from the dealers

through personal interviews.

Secondary data:

Secondary data collected from the magazines, journals, and quick and

books and websites.

Sampling Size:

The refers to the number of items to be selected form the universe to

constitute a sample. This is major problem before a researcher. The size of

sample should neither be excessively large, not to small. It should be optimum

the size of population must be kept in view for the in view, deciding the size of

sample, as such budgetary constraints must invariably between into

consideration when we decide the sample size

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NEED FOR THE STUDY

Although there have been studies on dealers satisfaction, its application

and affects on PVC products seen to be unimpressive. Hence this study valuable

contribution in analyzing the satisfaction of dealers. And its effects as the

organization due fast changing development in economic scenario improving

the performance of the organization is essential as a result under taking an

academic study on dealers satisfaction will be definitely helpful in achieving the

organization effectiveness and its market share.

Dealer satisfaction is one of the important tool which can draw the

attention of the Dealers and also contributes for the higher brand image and

hence the companies must focus on their creative Dealer satisfaction to have

competative advantage.

SCOPE OF THE STUDY

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Dealer satisfaction

The studies also helps in understanding the perception levels, competitors

strategy with respective quality, pricing and promotion etc., The study also

facilitates in understanding the dealers expectations from the manufacturer.

This study offers helps to put practice the theoretical aspect.

The study of this nature aims to give information about competitors,

demand for pipes.

The study also gives the information about dealer’s satisfaction about

“Nandi PVC Pipes”.

The study offers an extended scope for further research with relevance of

other product categories and also to reach wider area coverage.

Overall scope of the study is to understand dealer’s satisfaction towards

Nandi PVC Pipes in Kurnool District.

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Dealer satisfaction

OBJECTIVES OF THE STUDY

To identify the dealers satisfaction towards Nandi Pipes.

To identify the dealers satisfaction with respect to lead time and the mode

of delivery.

To examine the dealers opinion with respect to various distribution

channels of the company.

To evaluate the dealers satisfaction about the company sales

promotion activities.

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Dealer satisfaction

METHODLOGY OF STUDY

There is a significance association between “Dealers Satisfaction” and

the companies schemes.

The attractive margins play a major role in enhancing the dealer

satisfaction.

The study offers an extended scope for further research with relevance

to other product categories and also to reach wider area of coverage.

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Dealer satisfaction

LIMITATIONS OF THE STUDY

1. The survey has certain limitation the samples would he small in size

because of limited time; so generalizing them is difficult.

2. Some times the respondents may not be available at their shops; even

they are available they would not give correct answers. They give biased

responses and sometimes they refuse to co-operate. So there may be

biased factor in the results projected.

3. The study is confined to KURNOOL District only. That's why the result

can’t be generalized to the whole state.

DATA ANALYSIS

Table: 1

Table showing to know the dealing with Nandi PVC Pipes.

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Factors No. of Respondents PercentageYes 13 100%No 0 00Total 13 100%

Graph: 1

Graph showing to know the dealing with Nandi PVC Pipes.

Are you dealing with Nandi Pipes

13

00

2

4

6

8

10

12

14

Yes No

Response

Nu

mb

er o

f R

esp

on

den

ts

Series1

Analysis:From the above table we could analyze that

100% of respondents are dealing with Nandi Pipes.

Interpretation: Nandi Pipes has highest no. of dealers.

Table: 2

Table showing the number of years dealers dealing with Nandi PVC Pipes.

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Dealer satisfaction

No. of Years No. of respondents Percentage1 to10 4 30.7%

10 to 15 6 46.15%Above 15 3 23.07%

Total 13 100%Graph: 2

Graph showing the number of years dealers dealing with Nandi PVC Pipes.

4

6

3

1 to10

10 to 15

Above 15

Analysis:From the above table we could analyze that.

30.7% of respondents are dealing from 1 to 10 years with Nandi Pipes.

46.15% of respondents are dealing from 10 to 15 years with Nandi Pipes.

23.07% of respondents are dealing from above 15 years with Nandi Pipes.

Interpretation:

Nandi Pipes has highest no. of dealers from 10 to 15 years.

Table: 3

Table showing the dealers margin give by the company is.

Factors No. of respondents PercentageMore than the 2 25%

38

Dealer satisfaction

competitorsLess than the competitors 3 37.5%Same as the competitors 3 37.5%Total 8 100%

Graph: 3

Graph showing the dealers margin give by the company is.

2

3

3More than thecompetitors

Less than thecompetitors

Same as thecompetitors

Analysis:

From the above table we could analyze that.

25% of respondents are More than the competitors.

37.5% of respondents are Less than the competitors.

37.5% of respondents are Same as the competitors.

Interpretation:

Nandi Pipes has providing highest margins to the dealers.Table: 4

Table showing the prices of pipes.

Factors No. of respondents PercentageMore than the 4 50%

39

Dealer satisfaction

competitorsLess than the competitors 0 0Same as the competitors 4 50%Total 8 100%

Graph: 4

Graph showing the prices of pipes.

Dealers opinion about the price of Nandi Pipes

00.5

11.5

22.5

33.5

44.5

More than thecompetitors

Less than thecompetitors

Same as thecompetitors

Dealers opinion

Analysis:

From the above table we could analyze that.

50% of respondents are More than the competitors.

50% of respondents are Same as the competitors.Interpretation:

Nandi Pipes has providing reasonable prices to the dealers.

Table: 5

Table showing the field of usage of Nandi PVC Pipes.

Target Customers No. of Respondents PercentageAgriculture 10 76.9%

40

Dealer satisfaction

Environment 0 0Household 3 23.07%Industries 0 0Total 13 100%

Graph: 5Graph showing types of customers, dealers target for sale of Nandi

PVC Pipes.

10

0

30

Agriculture

Environment

Household

Industries

Analysis:From the above table we could analyze that

76.9% of the respondents targeting Agriculture field

23.07% of the respondents targeting Household.

Interpretation:

It as observed target customer highly agriculture moderately household.

Table: 6

Table showing the major factors considered by customers of Nandi PVC Pipes.

41

Dealer satisfaction

Major Factors No. of Respondents PercentageQuality 8 61.53%Price 1 7.69%Durability 0 0Brand Image 4 30.70%Total 13 100%

Graph: 6Graph showing the major factors considered by the customers

Dealers opinion about the major factors

8

10

4

0123456789

Quality Price Durability Brand Image

Factors

Nu

mb

er

of

resp

on

den

ts

Analysis:

From the above table we could analyze that

61.53% of the respondents preferred as Quality.

30.70% of the respondents preferred as Brand Image.

7.69% of the respondents preferred as Price.

Interpretation:

Majority of respondents are considered as the Quality and Brand Image.Table: 7

Table showing the promotional activities provided by Nandi Pipes.

42

Dealer satisfaction

Major Factors No. of Respondents PercentageHighly satisfied 1 7.69%Satisfied 10 76.9%Moderately satisfied 0 0Dissatisfied 2 15.38%Total 13 100%

Graph: 7

Graph showing the promotional activities provided by Nandi Pipes.

Promotional activities provided by Nandi Pipes

1

10

0

2

0

2

4

6

8

10

12

Highly satisfied Satisfied Moderatelysatisfied

Dissatisfied

Factors

Nu

mb

er

of

resp

on

den

ts

Analysis: From the above table we could analyze that

76.9% of the respondents are satisfied.

15.38% of the respondents are dissatisfied .

7.69% of the respondents are highly satisfied.

Interpretation:

Majority of respondents are satisfied with the promotional activities

provided by Nandi Pipes.Table: 8

Table showing the Transport allowances provided by Nandi Pipes.

43

Dealer satisfaction

Major Factors No. of Respondents PercentageHighly satisfied 5 38.46%Satisfied 6 46.15%Moderately satisfied 2 15.38%Dissatisfied 0 0Total 13 100%

Graph: 8Graph showing the Transport allowances provided by Nandi Pipes.

5

6

2 0

Highly satisfied

Satisfied

Moderately satisfied

Dissatisfied

Analysis: From the above table we could analyze that

46.15% of the respondents are satisfied.

38.46% of the respondents are highly satisfied .

15.38% of the respondents are Moderately satisfied.

Interpretation:

Majority of respondents are satisfied Transport allowances provided by

Nandi Pipes.Table: 9

Table showing the major competitors for Nandi Pipes.

44

Dealer satisfaction

Major Competitors No. of Respondents PercentageSudhakar 9 100%Monarch 0 0Finolex 0 0Vishnu 0 0Total 9 100%

Graph: 9

Graph showing the major competitors for Nandi Pipes.

Major competitors for Nandi Pipes

9

0 0 00

2

4

6

8

10

Sudhakar Monarch Finolex Vishnu

Competitors

Nu

mb

er

of

resp

on

den

ts

Analysis:

From the above table we could analyze that

100% of the major competitors are Sudhakar Pipes.

Interpretation:

Major competitors are Sudhakar Pipes.

Table: 10

45

Dealer satisfaction

Table showing the different media do you suggest for advertisement.

Media Factors No. of Respondents PercentageT.V 4 30.7%Newspaper 0 0Wall painting 7 53.84%Any other 2 15.38%Total 13 100%

Graph: 10

Graph showing the different media do you suggest for advertisement.

Different media do you suggest for advertisement

4

0

7

2

01

23

45

67

8

T.V Newspaper Wallpainting Any other

Media Factors

Nu

mb

er

of

resp

on

den

ts

Analysis: From the above table we could analyze that

53.84% of the respondents are aware of wall painting.

30.7% of the respondents are aware of T.V.

15.38% of the respondents are aware of any other.

Interpretation:

Most of the dealers suggest the wall painting.Table: 11

Table showing the which media do you place your order.

46

Dealer satisfaction

Media Factors No. of Respondents PercentageTelephone – Fax 7 53.84%Direct Contact 2 15.38%Letters 0 0Company representatives

4 30.7%

Total 13 100%

Graph: 11Graph showing the which media do you place your order.

By which media do you place your order

7

2

0

4

012345678

Telephone - Fax Direct Contact Letters Companyrepresentatives

Media Factors

Nu

mb

er

of

Resp

on

den

ts

Analysis:From the above table we could analyze that

53.84% of the respondents are aware of Telephone - Fax.

30.7% of the respondents are aware of Company representatives.

15.38% of the respondents are aware of Direct contact.

Interpretation:

Most of the dealers orders by the Telephone - Fax.

Table: 12

47

Dealer satisfaction

Table showing how often do you place your order.

Time Factors No. of Respondents PercentageWeekly once 0 0Monthly once 0 0By monthly once 0 0Depends on demand 13 100%Total 13 100%

Graph: 12Graph showing how often do you place your order.

How often do you place your order

0 0 0

13

0

24

6

8

1012

14

Weekly once Monthly once By monthly once Depends ondemand

Time factor

Nu

mb

er

of

resp

on

den

ts

Analysis:

From the above table we could analyze that

100% of the respondents depends on demand.

Interpretation:

Most of the. respondents depends on demand.Table: 13

48

Dealer satisfaction

Table showing the lead time of the order placed for Nandi Pipes.

Major Factors No. of Respondents PercentageHighly satisfied 4 30.76%Satisfied 0 0Moderately satisfied 8 61.53%Dissatisfied 1 7.69%Total 13 100%

Graph: 13 Graph showing the lead time of the order placed for Nandi Pipes.

Are you satisfied with the lead time of the order placed for Nandi Pipes

4

0

8

1

0123456789

Highly satisfied Satisfied Moderatelysatisfied

Dissatisfied

Nu

mb

er

of

resp

on

den

ts

Analysis: From the above table we could analyze that

61.53% of the respondents are Moderately satisfied.

30.7% of the respondents are Highly satisfied .

7.69% of the respondents are Dissatisfied.

Interpretation:Majority of respondents are Moderately satisfied and Highly satisfied

with the lead time.

Table: 14

49

Dealer satisfaction

Table showing the major customers for you.

Major Customers No. of Respondents PercentageBuilders 2 15.38%Contractors 1 7.69%Sub Dealers 0 0Individual 10 76.9%Total 13 100%

Graph: 14

Graph showing the major customers for you.

Who are the major customers for you

21

0

10

0

2

4

6

8

10

12

Builders Contractors Sub Dealers Individual

Customers

Nu

mb

er

of

resp

on

den

ts

Analysis:From the above table we could analyze that

76.9% of the customers are Individual.

15.38% of the customers are Builders.

7.69% of the customers are Contractors.

Interpretation:

Majority of customers are Individual and Builders.

50

Dealer satisfaction

Table: 15

Table showing to know the company has regular contact with you.

Factors No. of Respondents PercentageYes 13 100%No 0 00Total 13 100%

Graph: 15

Graph showing to know the company has regular contact with you.

Does the company have regular contact with you

13

00

2

4

6

8

10

12

14

Yes No

Nu

mb

er o

f re

spo

nd

ents

Analysis:From the above table we could analyze that

100% of respondents are regular contact with Nandi Pipes.

Interpretation:

Nandi Pipes has regular contact with the dealers.

51

Dealer satisfaction

Table: 16

Table showing dealers opinion towards Nandi PVC Pipes.

Opinion on Pipes No. of Respondents Percentage

Excellent 3 23.07%Good 6 46.15%

Average 3 23.07%Poor 1 7.69%Total 13 100%

Graph: 16

Graph showing overall opinion about Nandi PVC Pipes

Overall opinion about Nandi Pipes

3

6

3

1

0

1

2

3

4

5

6

7

Excellent Good Average Poor

Opinion on Pipes

Nu

mb

er

of

resp

on

den

ts

52

Dealer satisfaction

Analysis:

From the above table we could analyze that

23.07% of the respondents say the Nandi PVC Pipes are Excellent in

always.

46.15% of the respondents say the Nandi PVC Pipes are Good.

23.07% of the respondents say the Nandi PVC Pipes are Average.

7.69% of the respondents say the Nandi PVC Pipes are Poor.

Interpretation:

Majority of the respondents are having good opinion towards Nandi Pvc Pipes

53

Dealer satisfaction

FINDINGS

Most of the dealers dealing with Nandi Pipes.

Dealers margin give by the company less than the competitors and

same as the competitor

Nandi Pipes price same as the competitor.

The major customer are agriculture sector and house holds.

Quality and brand image is considered by the customer.

Most of the dealers are satisfied with the promotional activities.

Most of the dealers are satisfied with the transport allowance.

Major competitor for Nandi Pipes Sudhakar PVC Pipes.

Most of the dealer suggests the outdoor Advertisements like wall

paintings.

Most of the dealers are moderately satisfied with the lead-time of the

order placed.

Dealers overall opinion about the Nandi Pipes is good.

54

Dealer satisfaction

SUGGESTIONS

Dealers margin should be higher than the competitors.

It is suggested that the company should follow an attractive pricing

strategy.

The company has to take some strategic measures in the areas of

quality and brand image.

In order to push the sales in Govt. sector the company has to take

approval from the Govt. approval

Media advertising should be given priority rather than wall paintings.

The measures must taken to reduce the lead time to increase the

efficiency of the delivery.

The attractive credit facility should be introduced by the company to

push the sales through dealers.

Dealers meeting should be organized as a regular basis. Because,

company can find the dealers dissatisfaction and problems.

Annual target bonus should be introduce so that the dealers take

interest to sell the product.

55

Dealer satisfaction

CONCLUSION

It is concluded that dealers prefer Nandi pipes in terms of sales, when

compare to other brands like Jala, Shakthi, Usha and Nandi Gold. It is

concluded that Nandi PVC Pipes provides a better quality of pipes to

Agriculture and household.

It is concluded that more demand for the Nandi PVC Pipes, dealers play

major role in the sales. It is concluded that better quality provided by Sujala

Company has move into market with better competition with other brands.

It concluded that most of the dealers are have bad opinion on dealers

margins because they are preferred to dealers margins are motivating factors to

sales of Nandi PVC Pipes.Among these all the above mentioned factors Nandi

PVC Pipes play a better role in the market in Kurnool.

56

Dealer satisfaction

ANNEXURES

Name of the Dealer : ______________________

Name of the shop : ______________________

Address : ______________________

1) Are you dealing with Nandi Pipes : Yes / No

2) Since How many years you have the dealership of the company :

3) Dealers margin give by the company is?

(1) More than the Competitor [ ] (2) Less than the Competitor

(3) Same as the Competitor [ ]

4) Nandi pipes prices are price at?

(1) Higher than the Competitor [ ] (2) Lower than the Competitor [ ]

(3) Same as the Competitor [ ]

5) What type of customers you are targeting while promoting Nandi Pipes?

(1) Agriculture [ ] (2) Environment [ ]

(3) Industries [ ] (4) House hold [ ]

57

Dealer satisfaction

6) What are the Major Factors considered by the customers ?

a) Quality [ ] b) Price [ ]

c) Durability [ ] d) Brand image [ ]

7) Are you satisfied with the promotional activities provided by Nandi PipeS?

1) Highly Satisfied [ ] 2) Satisfied [ ]

3) Moderately Satisfied [ ] 4} Dissatisfied [ ]

8) Are you satisfied With Transport allowances provided by Nandi Pipes ?

1) Highly Satisfied [ ] 2) Satisfied [ ]

3) Moderately Satisfied [ ] 4) Dissatisfied [ ]

9) What are the Major competitors for Nandi Pipes ?

1) Sudhakar [ ] 2) Monarach [ ] 3) Finolex [ ] 4) Vishnu [ ]

10) What are the different Media do you suggest for Advertisement ?

1) Television [ ] 2) News Paper [ ]

3) Wall Painting [ ] 4) Any other [ ]

58

Dealer satisfaction

11) By Which Media do you place your order?

1) Telephone-Fax [ ] 2) Direct Contact [ ]

3) Letters [ ] 4) Company representatives [ ]

12) How often do you place your order?

1) Weekly once [ ] 2) Monthly Once [ ]

3) By monthly once [ ] 4) Depends on demand [ ]

13) Are you satisfied with the lead time of the order placed for Nandi Pipes?

1) Highly Satisfied [ ] 2) Satisfied [ ]

3) Moderately Satisfied [ ] 4} Dissatisfied [ ]

14) Who are the Major customers for you ?

1) Builders [ ] 2) Contractors [ ]

3) Sub Dealers [ ] 4) Individuals [ ]

15) Does the company has regular contact with you ? Yes / No

16) What is you overall opinion about Nandi Pipes ?

1) Excellent [ ] 2) Good [ ]

3) Average [ ] 4) Poor [ ]

59

Dealer satisfaction

BIBLIOGRAPHY

1) Leon G. Schiffman, Leslie Lazar Kanuk, Consumer behaviour, Pearson

education, 7th edition, Page No. 173, Year 2003.

2) Philip Kotler, Kevinlane Keller, Marketing management, Pearson

education, 12th edition, Page No. 11, Year 2006.

3) Kenneth B. Kahn, new product planning, Response books, 9th edition,

Page No. 128, Year 2001.

4) VS Rama Swamy, S.Nama Kumari, Marketing management, Macmillan

India Ltd., 3rd edition, Page No. 10, Year 2003.

5) Roger D. Blackwell, Paul W. Miniard, James F. Engel, Consumer

behaviour, Thomson south-western publish, 9th edition, Page No. 172,

Year 2001.

www.nandipipes.com

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