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COMPANY INTRODUCTION
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Deccan Mechanical And Chemical Industries
Company Profile:Deccan Mechanical and Chemical Industries Pvt. Ltd ( DEMECH) is Rs. 100 crore group company having started in 1969 as a turnkey contractor, today the DEMECH group is a market leader in the field of Engineering products and services including ash handling systems, material handling equipments, wear and abrasion resistant products, industrial coatings and floorings, spirally welded steel pipes, industry safety footwear etc.
Committed to excellence in all it does, DEMECH continues to remain a fast-moving organization partner in the ever changing and challenging domestic and global scenario, under the leadership of its founder and owner MR. K.R. Natu.
We at DEMECH, strive to increase customer satisfaction by continuously improving the quality of our products and services with a dedicated team. All the activities of the company are managed through different verticals that undertake responsibility for each activity from concept to commissioning.
Committed to meet all statutory, regulatory, safety, and environmental requirements, we dedicate ourselves to achieving excellence in all spheres of activity and seek to improve our Cost-effectiveness, Growth and profitability.
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MissionOur mission is to continuously develop and deliver innovative solutions to our customers through use of advanced technology, remain completely focused and flexible in our pursuit to outperform ourselves and our peers, and build long term relationships with client through superior custom service, quality and commitment.
VisionDEMECH group firmly believes in its strength in the core sector and affirms its commitment to provide quality products and impeccable service.
Quality PolicyWe at DEMECH strive to increase customer satisfaction by continuously improving the quality of our products and services with complete participation of our people. We are committed to meeting all applicable statutory, regulatory, safety, and environmental requirements. We dedicate ourselves to achieving excellence in all spheres of activity and in doing so; we seek to improve our Cost-effectiveness, Growth and Profitability.
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OUR COMPANY | MILESTONE
Inception as turnkey contractor
As a start, DEMECH successfully executed Refurbishment of old Alumina extraction plant at Baroda and commissioned contracts for the Nuclear Fuel Complex at Hyderabad to commission an Old Russian zirconium alloy extrusion plant and soon thereafter erection and commission of a stainless steel tube extrusion plant of 3000 Ton capacity
Starting of fabrication shop in the Pimpri Chinchwad Industrial area, Deccan Mechanical and Chemical Industries was born
DEMECH starts manufacturing of sugar machinery for the booming sugar industry in Maharashtra
DEMECH looks overseas, DEMECH overseas Construction P. Ltd is floated, and first order is steam piping work for a textile mill in Tripoli in Libya.
Order from Kenana Sugar plant in Sudan for complete erection and maintenance of one of the largest sugar plants in the world
DEMECH executed over a dozen projects in Sudan, Libya, Somalia, Uganda, Kenya, Zimbabwe, Saudi Arabia, Oman, Sharjah
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DEMECH ties up with Babcock Hydro pneumatics UK., for hydraulic ash handling systems and later with Rolls-Royce
DEMECH installed several ash handling systems for prestigious projects like Chandrapur, NTPC Vindyachal, North Chennai, Taichung power to name a few.
DEMECH opens office in UK and floats DEMECH Contractors Limited.
DEMECH ties up with Redler ltd of UK for manufacture of scraper chain and mixer conveyors, bucket elevators.
DEMECH starts indigenous manufacture of cast basalt pipes and becomes the first company in India to process this technology
DEMECH develops another wear resistant lining material called High alumina ceramic and later adds more products in the wear resistance range like chromium carbide liners, ceracoat etc.
DEMECH bags Rs. 45 crore orders from TNEB for ash handling plant with a 42 km basalt pipeline
DEMECH ties up with Felpro USA to float DEMECH Chemical for the manufacture of epoxy based maintenance products, which later diversifies into coating, floorings and other products
DEMECH builds its corporate house in city
New company is floated called Arvind Footwear to strengthen its position as a leading industrial foot wear supplier.
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DEMECH sets up new plant in baramati to manufacture spiral welded steel pipes
DEMECH is the first Indian company to bag independent order from Taichug power plant, Taiwan
DEMECH has two plants in baramati, two plants in pune, one in Ahmedagar, its head office and corporate offices in pune, branch offices in Mumbai and Chennai
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Products Range Material Handling Equipment
BULK MATERIAL HANDLING
EN MASSE CONVEYOR
En Masse conveyor is a material handling equipment to convey the material for medium amd shorter distance by dragging the material with the help of chain link assembly. The constructional feature comprises of conveyor in three segments. They are drive end casing segment, Tension end casing segment and intermediate casing segment.
SCREW CONVEYOR
A screw conveyor is a material handling equipment to convey the material for shorter distance by shear and tumbling effect. Constructional feature comprises of stationary housing of U or circular trough with a rotating screw shaft with a Helix shaped flight mounted on it. Flight normally will have hard facing on the leading side on the periphery of helix. Shaft is generally supported at end on bearing to take up radial and thrust load.
Drive coupled directly or through transmission chain sprocket arrangement, which transmits from motor to screw shaft. Equipment is used for conveying granular to fine powder, dry to hygroscopic products.
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WET SCRAPPER CONVEYOR
Wet Scrapper also knows as submerged scrapper conveyor largely used in sponge iron plant and power plant to collect the dust at elevated temperature. Construction is more or less identical to chain conveyor filled with water, however differs in tail end and drive end. Both the ends are at inclined position normally restricted to 30 degree inclination. Wet scrapper will always have double strand construction with low linear speed as theses are usually used for highly abrasive material at elevated temperature ( up to 900 Degree Centigrade ). In sponge iron plants of capacity 200 TPD and below the dust will be passed
through dust cooling tower and then dust settling chamber. Wet Scrapper are installed below this DCT and DSC. Where as in power plant below the boiler to collect the unburnt ash, the wet
scrapper/SCC are installed.
PADDLE MIXER
It is a type of mixer which also conveys the material - combining both functions of mixing and conveying in a single machine. Homogeneous mixtures of multiple granular/ powdery materials & liquids are possible. Replaceable paddles or wear resistant paddles can be provided for special applications. Various capacity ranges are available in M.S. and S.S. construction.
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AIR SLIDE CONVEYOR
Air Slide or Air Assisted Conveyor find wide spread use in Cement Plants, Power Stations, Steel Plants and other industries for handling of powdery materials. They are particularly suitable for Material Handling below ESP Hoppers and inside silos. A single conveyor can collect powdery material from multiple hoppers. Sizes from 150 mm to
1.0 meter are available.
COAL FEEDERS
DEMECH is the leading manufacturers of coal feeders. Coal feeders are used in coal fired Boiler for
(1) Feeding coal lumps to pulverizing fuel mill and (2) Crushed Coal of size -6mm from storage bunker to Boiler furnace.
Each bunker has a coal feeder to feed & remove the mills and discharges the raw coal to the mills, where it is pulverized before being blown into the furnaces. The feeder discharge rate modulates in accordance with the demand signal from the boiler control system.
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BUCKET ELEVATOR
Bucket elevator is a material handling equipment required to convey the material in vertical direction. Basically are employed convey the fine powder to lump size particle. Normally size varies from 500 micron to 30 mm. Conveying buckets are mounted either on belt or chain as per material character. Conveyor speed is selected based on the type of discharge. Drive platform is provided at the top near drive end casing. For maintenance purpose an inspection window is provided at the boot section of bucket elevator.
SWAN NECK ELEVATOR
This is a combination of chain conveyor and Elevator. The shape of conveyor resembles a swan neck and can lift materials up to 90 degree inclination. Requires minimum supporting structure. U flights are used for En-masse conveying of material. Material moves in any direction – horizontal, vertical, inclined at any angle and minimizes transfer points. It is designed to suit one or more feed discharge points. Operation is dustless and explosion hazards are minimized.
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DERROPORT
Derroports have been very conveniently used for handling Cement, Sand, Wheat flour and other powdery materials in various industries.
CONVEYOR COMPONENTS
SPECIAL CHAINS
Forged alloy steel chains and sprockets with special heat treatment for the abrasive and Heavy duty applications are available ex-stock as specified below:
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SPROCKETS
Material: Rim C45 / EN 353, Hub: IS 2062 Operative areas of tooth Surfaces are hardened to HRC 55 to 60 Sprockets can be tailor made to suit the application. Split type construction, easy to replace during maintenance.
TRAILING WHEELS
Material: Rim C45 / EN 353, Hub: IS 2062 Operative areas of tooth Surfaces are hardened to HRC 55 to 60 Sprockets can be tailor made to suit the application. Split type construction, easy to replace during maintenance.
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APPLICATION AREA
Chemical Industries
Cement Industries Stable Bleaching Powder (Complete system
design) Soda Ash Pure Ptheothelic acid (PTA) Hydrated Lime (Paper Industry, Polyfibre
Industry, Bleaching Powder Industry)
Raw Meal Clinker Ground Clinker Coal Cement Fly Ash
Steel Industries
Power Industries Sinter Sponge Iron Co-generation plant Ash Disposal Plant Dust Extraction system (Below bag filter
onwards)
Coal Feeders Fly Ash Handling Biomass Fuel Feeders Fly Ash Disposal
Food Industries Minerals & Ore Soya bean cake and seeds (Edible oil industry) De-oiled cakes (Edible oil industry) Solvent extraction System (Edible oil industry) Sugar (Finished Goods)
Copper Ore Aluminum Ore
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CLIENTS | MATERIAL HANDLING SYSTEM
Material Handling Systems
Sr. No.
Client Name Sr. No. Client Name
1 ACC Babcock Ltd. 21 Sterlite Industries
2 Indian Cement Ltd 22 Bombay Chemicals
3 Kota Thermal Project 23 Larsen & Toubro Ltd
4 Malabar Cements Ltd 24 Macawber Beekay Ltd
5 Chettinad Cement Corp 25 Lurgi India Co.Ltd
6 GEC India Limited 26 Thermax Limited
7 Kalyanpur Cement 27 Tyazhprom India Ltd.
8 Orient Engineers 28 Rourkela Steel Plant
9 Bombay Dyeing & Mfg. Co. 29 ABB Alstom Power (I) Ltd
10 Alfa Laval , Pune 30 Krupp Industries India Ltd
11 Tata Iron & Steel Company Ltd.
31 Kesoram Cement
12 Nova Iron & Steel Ltd 32 FFE Minerals India Pvt Ltd
13 Bharat Heavy Electrical Limited
33 Tamil Nadu News Print & Papers Ltd.
14 Voltas Ltd 34 Bhushan Limited
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15 Rajashree Cement 35 Hindustan Zinc Limited
16 Nestle India Ltd 36 Jaypee Rewa Plant
17 Narmada Cement Co.Ltd. 37 SAIL, Bokaro Steel Plant
18 Grasim Industries Ltd 38 Vishakhapatnam Steel Plant
19 Associated Cement Companies Ltd
20 Thermax B & W Ltd
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GLOBAL NETWORK
AustraliaGreenbank Terorech Pty. Ltd.Mr. Mark Langbridge / Ms. Joanne Fordham
ThailandLoyal Contract Ltd.Mr. Santrek (Sant) Oulapathorn/Mrs. Amara
KoreaS. K. InternationalMr. H. J. DO
PhillipinesPertma Corporation
KuwaitAl Muhaya Gen Trading & Cont. Co. W.L.LMr. Sanjeev K. Sharma
VietnamNgoclinh Co. Ltd.Mr. Nguyen Thanh Son /Ms. Ngugen Quynh Hoa
TaiwanCheer Long Technology Corp.
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Competitors
Sr.No Company Name State / City
01 Hyquip Equipment Pvt. Ltd Hyderabad
02 Bevecon Weyers Pvt. Ltd. Hyderabad
03 Mahindra Conveyor System Pvt. Ltd Pune
04 Enviro India Bulk Material Handling Pvt. Ltd.
Pune
05 Redler India Pvt. Ltd. Banglore
06 Rud Equipment Pvt. Ltd Mumbai
07 Methods Engineering Pvt. Ltd. Chennai
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Order Taking process
1) Old establishment/entitle in vendor list:
In this type of order processing the company contact with old/exiting customer for take the enquiry for new products requirement and requirement of same products for expansion of business.
2) Tender Document/Enquiry:
Enquiry generated by tender publishes in newspaper by the private company and Government Company.
The tender enquiry is mainly generated by the government companies.
3) Cold Call/ Direct Marketing: The companies contact the customer without any intimation directly door to door approach.
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Flow chart
Receiving enquiry
(From vendor list, tender enquiry, cold call)
Design process
(Preparing a drawing according to customer specification)
Estimation
(Preparation of budget, cost, technical feasibility)
Proposal
(Prepare a overall plan about enquiry)
Submission of proposal
(Through email, courier, post)
Technical evaluation
(Make the entire competitor at one level)
Technical Decision
(Analysis of material requirement in production i.e. raw material, gearing, etc.)
Revise Price
(According to technical decision)
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Price negotiation
L1 business Price Negotiation
(According to price of company) (Accordable Negotiation)
(Government Tender) (Private customer)
Reverse Option/Online auction (new technique)
(Customer put the price according the company budget put online and take the lowest price)
Follow up purchasing order
(Payment term delivery, submission of drawing)
Commercial term finalize
Purchase order booking
(From customer)
General agreement drawing (GA)
(By design department)
Submit to the customer
GA approval/technical checking
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(By customer design and project department)
ALL INDIA BRANCHES
Head Office78, Bhosari Industrial EstatePune-411026,IndiaE-mail : [email protected]
Baramati Works
Plot No. D-50, MIDC, Bhigwan Road, Baramati 413 133 INDIA.
Email : [email protected] 43280,
MUMBAI OFFICE
3rd floor , Dhiraj Chambers9, Haraimal Somani Marg.Mumbai - 400001, IndiaEmail : [email protected]
CHENNAI OFFICE
Flat No. 4 ,7th floor, A-WingParsn Manere , 602, Mount RoadCHENNAI - 600006, IndiaE-mail : [email protected]
KOLKATTA OFFICE
Deccan Mechanical and Chemcial Industries Pvt.Ltd. F - 317,Sector - 1, Salt Lake City Kolkata - 700 091E-Mail :- [email protected]
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OBJECTIVES AND SCOPES
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Objective of Project
To identify target customer of material handling equipment which are mainly use in all manufacturing industries?
To estimate the market potential for the material handling equipment to be used in handling of material in manufacturing industry.
Scope of Project
The scope of study was limited to Pune region. The study done at Deccan Mechanical and Chemical Pvt. Ltd. Pune with exiting customer and potential customer to find the Market Potential for the Material Handling Equipment manufacturing firm.
Need of the research
Marketing information is crucial to effective marketing management often the extent of marketing excellence achieved by a firm bears a direct relationship to the way it manage marketing information. Different department executive can use marketing information at different times and for different purpose.
It is important to increase the customer awareness in order to increase the consumption level and also to create brand image in the market so the research activity also help to create customer awareness for material handling equipment.
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Hypothesis
No. of peoples aware about company
Pune market is great opportunity for material handling equipment
Acceptability of material handling equipment is very high in pune region
Competitors of Deccan Mechanical and Chemical in the current market.
Limitation
Every project has a limitations and it is wise to point them out instead of glossing over them. Earnest efforts were made to extract true information. This summary conducted has certain limitations such as.
This research has been carried out on the basis of web information and practical experience shared by the actual users and administrators in company.
Some of the data is taken from web which is not completed.
Since time of study is less it may have some flaws.
Research is done only in Pune Region.
The study work is done for limited period, the information is true as per the date only.
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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
DEFINITION
The American marketing association (AMA) has defined marketing research as
follows:
Marketing research is the function that links the consumer, customer, and public to the marketer
through information - information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and
improve understanding of marketing as a process. Marketing research specifies the information
required to address these issues, designs the methods for collecting information, manages and
implements the data collection process, analyzes, and communicates the findings and their
implications."
RESEARCH DESIGN
Research design is the plan, structure and strategy of investigation conceived so as to obtain
answer to research question and to control variance.
The definition consists of three important terms plan, structure and strategy. The plan is an
outline of the research scheme on which the researcher is to work. The structure of the research
is a more specific outline or the scheme and the strategy shows how the research will be carried
out, specifying the method to be used in the collection and analysis of data.
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TYPES OF RESEARCH DESIGN
Research designs have been classified by various authors in different ways. Different types of
research design have emerged on account of the different perspective from which a research
study can be viewed. However, a frequently used classification system is to group research
designs under three broad categories.
1. Exploratory
2. Descriptive
3. Causal
1) EXPLORATORY
In case of exploratory research, the focus is on discovery of ideas. An exploratory research is
generally based on the secondary data that are readily available. It does not have a formal and
rigid design as the researcher may have to change his focus or direction, depending on
availability of new ideas and relationship among variables. An exploratory study is generally is
in nature of a preliminary investigation wherein the researcher himself is not sufficiently
knowledgeable and is, therefore, unable to frame detailed research question.
2) DESCRIPTIVE
Descriptive studies are undertaken in many circumstances. When the researcher is interested in
knowing the characteristic of certain group such as age, sex, educational level, occupation or
income a descriptive study may be necessary. Other cases when he is interested in knowing the
proportion of people in a given population who have behaved in a particular manner, making
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projection of certain thing. Descriptive studies are well structured; approach cannot be changed
every now a
3) CAUSAL
As the name implies a causal design investigate the cause and effect relationship between two or
more variables. The design of causal research is based on reasoning along well tested line. The
method of agreement states that “when two or more cases of a given phenomenon have one and
only one condition in common, then that condition may be regarded as the cause or effect of the
phenomenon.”
Research Designs used for this project:-
Exploratory Research : -
Exploratory Research includes surveys and fact findings enquiries of different kinds. The basic
reason for carrying out exploratory research is to identify the cause of something that is
happening. For This instance, research was used in order to find whether it is feasible to start
with a new product like material handling equipment and it was done by meeting with the
existing manufacturers. With this survey it is clear the kind of the machinery which will be
required, number of labours, capital required.
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LITERATURE REVIEW
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MATERIAL HANDLING EQUIPMENT INDUSTRY IN INDIA
June 2010
Report by the Indo-Italian Chamber of Commerce & Industry
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Introduction
According to Construction World update, it has been projected that the present € 1.6 billion construction equipment industry in India is expected to touch about € 10.3 billion. While the current size is just a fraction of the world market, it has been growing between 10-15 % compared to the global growth of around 5%. India is one among the top 10 markets for construction equipment and is one of the key international markets. The prospects of the construction equipment industry look attractive with a projected investment of € 212.5 billion in the infrastructure sector over the next few years. The Indian market is catered by about 200 domestic manufacturers (small, medium & large). Material Handling Equipments Sector The demand of construction and material equipment is correlated with the growth of Infrastructure sector. India still needs to develop it in a big way. There is substantial scope for the growth of the infrastructure sector viz., Roads, Steel, Coal, Cement, Power etc. The continuing investments in these sectors will support demand of these products. Also, with increased need of mechanisation and shrinking timelines of infrastructures projects, the demand for equipments should see a definitive upward trend. The demand is largely from F&B, retail and automobile sectors. Palletisation and containerisation are also expected to increase demand. Although, it may be worthwhile to note that the global recession and slowdown in India as well as the rise in input prices may act as major threat to this sector. Market Size and Segmentation The present market size is estimated to be around € 300 million. The table below explains the different material handling equipment and their market share. The material handling equipment is dominated by cranes and forklifts. Pick and carry cranes is the largest segment with 27 % share of the material handling equipment market. Slew cranes, crawler cranes and tower cranes together account for another 24 percent. Forklifts have 12 percent share.
Material Handling Equipment Market Share/Total Market Size ~ € 300 million
Pick-n-Carry Cranes 27%
Forklifts 12%
Slew Cranes 11%
Crawler Cranes 8%
Tower Cranes 5%
Others 37%
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Key Material Handling Equipments Statistics 2006-2007 €
Exports Quantity 3,885 units Export Value 15.27 million Imports Quantity 1.8 billion Imports Value 136 million Sales Value 214 million Market Size ( Value) 350 million Domestic Consumption (Value) 335 million
OPPORTUNITIES IN THE SECTOR:
MANUFACTURING SECTOR INVESTMENT
The index of industrial production has displayed healthy growth trend. India’s industrial GDP has grown at a CAGR of 12.6 % over the last five years. The industrial sector is a primary demand driver for material handling equipment.
• Steel: Steel majors in India have undertaken large capacity expansion projects with an expected outlay of € 10.22 billon. The industry is estimated to grow at 9-10 % over the next 5 years. The production and consumption have experienced steady growth over the period considered.
• Power: Investment to the tune of about € 64 billon is expected in India’s power sector in the next 10 years, for adding generation capacity. The installed capacity in India is projected to grow to 212,000 MW by 2012 as against current level of 115,000 MW. This translates to a growth of 86 % over a period of 7 years, or a CAGR of 9.3 %.
• Refineries: India’s refining throughput as also oil consumption is expected to chart out a steady growth path. It is expected to reach approximately 187 million tonnes by 2010. The estimated throughput growth is at 10 % over 2006-10.
• Engineering /Automobiles /Food & Beverages: An estimated € 45.14 billion is projected for capital investment for the engineering industry in India, over key manufacturing sectors such as automobiles and food & beverages. In turn, this would drive demand for material handling equipment in the new capacities coming up. Diesel forklifts find particular application in the automobile industry which has been
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growing at close to 15 %. The total automobile production is set to cross 10 million units. Estimated CAGR for key segments is 15-18 % with an overall outlook for the future pegged at 16 %. LPG forklifts find particular application in food & beverages industry. Led by processed foods, wine, ice cream and edible oil, the € 53.12 billion food and beverages industry registered an 8.5 % growth during the 2005-06 fiscal.
Retail: Exponential growth and emerging competition in organized retail in India is expected to drive the organized logistics and warehousing industries. India’s organized chain store retail is at the inflection point. The estimated potential market size is € 39.83 billion by 2015 implying a CAGR of 32 % over next 10 years. This would drive the construction of new stores, in turn leading to demand for construction equipment.
APPROACHES TO RESEARCH
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There are two basic approaches to research
1. Quantitative approach
2. Qualitative approach
1) QUANTITATIVE APPROACH
Quantitative research is based on the measurement of quantity or amount. It is applicable to the
phenomenon that can be expressed in terms of quantity. The former involves the generation of
data in a quantitative form which can be subjected to rigorous quantitative analysis in a formal
and rigid fashion.
2) QUALITATIVE APPROACH
Qualitative approach to research is concerned is concerned with subjective assessment of
attitudes, opinion and behavior. Research in such a situation is a function of researcher’s insight
and impression. Generally the techniques of focus group interviews, projective technique and
depth interview is used.
Approach used for this project:-
In this project qualitative approach has been used. The target was to contact the respondents, and
gather the information about material handling equipment. The survey is concerned with the
subjective assessment of attitude, opinion of the people about material handling equipment
PROCESS OF RESEARCH
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DATA COLLECTION
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PROBLEM IDENTIFICATION
RESEARCH DESIGN
DEFINE RESEARCH OBJECTIVES
PRIMARY DATA
SOURCES OF DATA
SECONDARY DATADATA COLLECTION
DATA ANALYSIS AND INTERPRETATION
FINDINGS
SUGGESTIONS AND RECOMENDATIONS
DEFINITION
Data collection is the heart of all marketing research. It is an elaborate process through which the
researcher makes a planned search for all relevant data and gathers the entire data required for
the assignment.
Data is the raw material with which the researcher functions. We therefore need to discuss the
subject in detail:
TYPES OF DATA
1) Primary data
2) Secondary Data
PRIMARY DATA
It is the raw data collected from a source which has not been subjected to processing or any other
manipulation. The data that is gathered for the first time by the researcher is known as primary
data.
SECONDRY DATA
Secondary data is data collected by someone other than the user. Common sources of secondary
data for social science include censuses, surveys, organizational records and data collected
through qualitative methodologies or qualitative research.
The researcher must thoroughly search secondary data sources before commissioning any efforts
for collecting primary data. There are many advantages in searching for and analyzing secondary
data before attempting the collection of primary data .in some cases the secondary data may itself
be sufficient to solve the problem. Usually the cost of collecting the secondary data is much
lower than the cost of organization of primary data.
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Moreover the secondary data has several supplementary uses. It also helps to plan the collection
of primary data, in case it becomes necessary.
COLLECTION OF PRIMART DATA:
Primary data is collected directly from the field. Primary data is gathered by the means of
interviewing the respondents with the use of questionnaire that the researcher prepared. Survey is
the research approach using this research project. Surveys are the best source of descriptive
research. Questionnaire is the most popular and useful method for surveying. It helps in
collecting the information from the framed question, to get maximum necessary data required for
the research.
Collection of primary data for this project:-
The research instrument chosen was a questionnaire for the collecting the primary data. There
were two different types of questionnaire. One Questionnaire contained 21 questions which
included open and close ended questions. The questions are subjective and objective in nature.
Thus, the questions helped in various ways.
COLLECTION OF SECONDRY DATA:
Secondary data is mainly collected from company records, marketing personnel, business
magazines, brochures and of course internet.
Collection of secondary data for this project:-
The secondary data was readily available from internet, company brochures. The data was
then categorized into various groups. For this, editing was done to assure that the data was
accurate, consistent with other facts gathered.
DATA COLLECTION TECHNIQUES
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There are several ways of collecting the appropriate data which differ considerably in context of
money costs, time and other resources at the disposal of the researcher
Primary data can be collected either through experiment or through survey. In case of survey,
data can be collected by any one or more of the following ways.
1) OSERVATION
The method implies the collection of information by way of investigators own observation,
without interviewing the respondent.
2) PERSONAL INTERVIEW
The investigator follows a rigid procedure and seeks answer to a set of pre-conceived question
through personal interview. This method of collecting data is usually carried out in a structured
way where output depends upon the ability of the interviewer to a large extent.
3) TELEPHONIC INTERVIEW
This method of collecting information involves contacting the respondent on telephone itself.
4) BY MAILING THE QUESTIONNAIRE
The researcher and the respondent do come in contact with each other if this method of survey is
adopted. Questionnaires are mailed to the respondent with a request to return after completing
the same.
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5) THROUGH SCHEDULES
Under this method the enumerators are appointed and given training. They are provided with
schedule containing relevant question. This enumerator goes to the respondent with these
schedules.
Data collection techniques used for this Project:-
1) OBSERVATION
3) TELEPHONIC INTERVIEW
4) BY MAILING THE QUESTIONNAIRE
SAMPLING PLAN
Definition of sampling:-“the process of selecting some elements from a
population to represent the population.
Population element:-The individual participants or object on which the
measurement is taken.
Population:-All elements about which we wish to make some inferences.
.” ------Marketing research by Donald R. Cooper and Pamela S.Schindler
SAMPLING UNIT
Sampling unit may be a geographical one such as state district, village etc. or a construction unit
such as house, flat etc., or it may be a social unit such as family, club, school etc., or it may be an
individual
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Sampling unit used for this project:-
Sampling unit is the existing customers of material handling equipment and the existing
manufactures of material handling equipment in Pune market.
SAMPLE SIZE
Sample size refers to the number of items to be selected from the universe to constitute a sample.
The size sample should neither be excessively large, nor too small. It should be optimum.
Sensor size used for this project:-
Total No. of existing users = 5
SAMPLING TECHQUINES
Probability or random samples: - Random is a mathematical term,
“random “means that every element in the total population an equal
chance or probability of being chosen for the sample and that each of
these elements is independent of other.
Non-probability or purposive samples:-Are those samples which
are based on the choice of the researchers (accidental sampling, quota
sampling, convenience sampling).
Types of Probability sampling:-
Sample random sampling
Stratified random sampling
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Systematic sampling
Cluster sampling
Multi-phase sampling
Sampling with varying probability
Replicated sampling
Area sampling
Types of Non-probability sampling [judgmental sampling]:-
Purposive sampling
Quota sampling
Replicated sampling
Snow-ball Sampling
Convenience Sampling
Sampling method used for this project:-
Convenience sampling method is used for the research.
DRAFTING OF THE QUESTIONNAIRE
While Drafting a questionnaire for the research the following points were taken into
consideration:-
1. The main aim of the study feasibility of material handling equipment in the market.
2. To know the consumer response to the demand of material handling equipment
3. To know about the different competitors and there pricing structure in Pune market.
4. To collect the information about the exiting problem in the material handling equipment
so that the problem can be resolved when the company launches this product.
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LAYOUT OF THE QUESTIONNAIRE:-The Layout of the questionnaire was based
on the following model.
Layout of questionnaire
FINAL TEST OF REVISED QUESTIONAIR
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INFORMATION NEEDED
SAMPLING METHOD AND
SAMPLING SIZE
QUESTIONAIRE LAYOUT AND DESIGN
DECIDE ON CONTENT OF EACH QUESTION
DECIDE ON TYPE OF QUESTIONS
DECIDE ON WORKING OF QUESTIONS
DECIDE ON SEQUESCE OF QUESTIONS
DECIDE ON LOGICAL LAYOUT OF QUESTIONS
DECIDE ON PRETESTING OF QUESTIONAIRE
METHOD OF DATA
COLLECTION
RESEARCH DETAILS
Research Details
Sr.No. Tools Used Method Employed
1 Research design Quantitative
2 Research application Pune, PCMC
3 Research instrument Structured and Unstructured questionnaire
4 Type of questions Open and close ended
5 Sensor size 5 samples
6 Sampling method Convenience (Non-probability)
7 Sampling unit Purchase Managers, Project Manager.
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COMPANY AND COMPETITIORS ANALYSIS
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COMPANY GROWTH RATE
2007-2008 2008-2009 2009-2010 2010-2011 2011-2012 2012-20130
20
40
60
80
100
120
140
3035
60
76
90
120
turn over (in cr.)
turn over (in cr.)
In 2012-2013 the company expects the turnover of Rs. 120 cr.
The figure shown the last 5 years turnover where the company continuously increases their turnover after the rescission period from 2007-2009 where the company total turnover Rs 30-35 Cr. After the rescission period the company should quick recover in the 2009-2010 where the turnover is Rs 60 Cr. The company’s turnover almost double from the rescission period 2007-2009.
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2008-2009; 16.66
2009-2010; 71.42
2010-2011; 26.66
2011-2012; 18.42
2012-2013; 33.33
Sales in Precentage
2008-20092009-20102010-20112011-20122012-2013
The figure showed the increase in percentage sale in last 5 years.
In 2008-2009 where the sale is increase by 16.66 %
In 2009-2010 the sales are increase by 75.42%
In 2010-2011 the sales increase by 26.66%
In 2011-2012 the sale increase by 18.42%
In 2012-2013 expect increase in sale 33.33%
The figure shown that in the year 2009-2010 the company sales was increase by 71.42 % as compare to pervious and next years. In the year 2010-2011 where the company turnover Rs. 76 Cr. Where the sales increase by26.66% and in the year 2011-2012 the turnover is Rs. 90 Cr. Where the sales increase by 18.42%.
The company growth rate was less in 2011-2012 as compare in the year 2010-20011.
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1968-1992; 70
1992-2004; 50
2004 on-ward; 30
Market Share of DEMECH
1968-19921992-20042004 onward
The figure showed the market share from 1968 to present year. The market share was decrease 70% in 1968 and in the present year where the markets share of company only 30%.
The reasons of decreases the markets share of company is increase the competitors after year 1992.
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COMPETITORS ANALYSIS
DEMECH; 30
Hyquip; 10
Bevecon; 10Mahindra; 15
Enviro ; 10
Redler; 15
Rud; 5others; 5
Competitors Analysis
DEMECHHyquipBeveconMahindraEnviro RedlerRudothers
The figure showed the present market share of different players, where all the competitors are having almost equal market share.
There are also many small competitors present in the market who have share only 5% of market share.
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Competitors according to different products category
Products CompetitorsHyquip Bevecon Mahindra Enviro redler Rud
En mass conveyor Yes Yes Yes Yes Yes YesScrew conveyor Yes Yes Yes Yes Yes Yes
Wet scrapper conveyor Yes Yes Yes Yes Yes YesPaddle mixer Yes Yes Yes Yes Yes Yes
Air slide conveyor No No No No No NoCoal feeders Yes Yes Yes Yes Yes Yes
Bucket elevators Yes Yes Yes Yes Yes YesSwan neck elevator Yes Yes Yes Yes Yes Yes
Derroport No No No No No NoConveyor components
Special chainSprockets
Trailing wheels
Yes Yes Yes Yes Yes YesYes Yes Yes Yes Yes YesYes Yes Yes Yes Yes Yes
DEMECH have great opportunity to acquire the maximum market share in Air Slide Conveyor and Derroport. No competitors present in current market for Air Slide Conveyor and Derroport.
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Marketing Research
Right Position: at this stage the communication has to be more of relative natural. This implies that the message conveyed to the target must be effective enough in differentiating the machine offering from that of its competitors without even naming them. The core purpose is to inform the target customer about the offering of the machine, persuade them to have machine and remind them about the service offered. The material handling equipment developers can create awareness about the offering amount the target customer through dealers in an effective ways.
Effective Communication: various communication tools available to the machine developer for this purpose may include adverting buzz marketing use of print media press release and viral marketing. Once the message is being conveyed through these channels the machine developers must add a personal touch to this by carrying out a door to door comprise in order to reinforce the message.
Supply Chain Network: innovative solution like performance management frequent sale, operation management demand planning, inventory planning, production planning, planning lean system and staff should help material handling equipment sales person and dealers to get advantages over competitors.
Marketing Trends
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Growth rate of material handling equipment industry and competition is very strong. This growth is fuelled by the change in the workforce that are causing working to consume more in manufacturing process and this expected to increase by 53% by coming next few years.
Market Analysis (SWOT)
Strength: strong relation with manufactures and dealers excellent product line, by good management team.
Weakness: lack brand recognition previous big market players excellent products line.
Opportunity: no much effect of recessionary effect as it is material handling equipment industry which is basic necessity. Indian market is a nascent stage.
Threats: heavy equipment cost, high capital coast.
Customer preference point
Price
Convenience
New Technology
Competition Sustain Point
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Price
Return of Investment
Reliability
Customer service
Niche Marketing
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DATA ANALYSIS
DATA ANALYSIS
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After data collection, processing of data was carried out in which editing; coding, classification
and tabulation were the processing operations. Then analysis of processed data was carried out in
the form of Bar Graphs, Pie-Charts in order to arrive at results, conclusion and suggestions.
Q1) How long you are associated with DEMECH?
Q2) How would you rate our products on their usefulness?
Respondent Very Useful Useful Less UsefulThyssen Krupp
Thermax (Enviro Division) Thermax (Power Division)
Bhushan Steel Essar Steel
Q3) what is your perception about our pricing policy?
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ESSAR STEEL
THERMAX (POWER DIVISION)
THERMAX (ENVIRO DIVISION)
THYSSEN KRUPP
BHUSHAN STEEL
05
101520253035
20 2230
35
16
Years
Years
Respondent Costly Reasonable CheaperThyssen Krupp
Thermax (Enviro Division) Thermax (Power Division)
Bhushan Steel Essar Steel
Q4) from whom you get relevant information about our company and products
Magazine Internet Yello Pages Others0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
2
5
1
3
Information Source
Information Source
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Q5) Does DEMECH is always completing your customized requirements within scheduled time?
Q6) From where you prefer after sales services?
Respondent In Bond Out BondDEMECH Others
Thyssen Krupp Thermax (Enviro Division) Thermax (Power Division)
Bhushan Steel Essar Steel
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AlwaysVery Frequently
frequentlyOccasionally
Rarely
0
0.5
1
1.5
2
2.5
32
3
00
0
Scheduled Time
Scheduled Time
Q7) is there any parameter or standard method prepared by you for measurement of quality standard. If yes please describe?
According to Indian Standard (IS) and ISO 9001-2008
Q8) when your requirement is specific and customized how you communicate and convince with DEMECH?
By meeting and Site Visit
Q9) what category of products you purchase from DEMECH?
En Mass Conveyor; 3
Screw Conveyor;
4
Wet Scrapper ; 3
Paddle mixer; 2Coal Feders; 3
Bucket Eleva-tors; 1
Swan Neck Elevator; 3
Derroport; 2
Special Chain Comveyor; 5
products
En Mass Conveyor Screw ConveyorWet Scrapper Paddle mixerCoal FedersBucket ElevatorsSwan Neck ElevatorDerroportSpecial Chain Comveyor
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Q10) Compare our products performance in different area?
Gives ranking between 01 poor, 02 average, 03 good, 04 excellent
Products NO. of Users Poor Average Good ExcellentEn mass conveyor 03 03Screw conveyor 04 01 03
Wet scrapper conveyor 04 01 03Paddle mixer 03 02 01
Air slide conveyor 02 01 01Coal feeders 03 03
Bucket elevators 01 01Swan neck elevator 03 03
Derroport 01 01Conveyor components
Special chainSprockets
Trailing wheels
05 02 03
Q11) How often you replace the material handling equipments?
It is a capital investment hence all the companies replace material handling equipment after 10 years or above.
Q12) what is your budget for material handling equipment out of total budget?
Less Than 10% 10%
20%30%
More Than
0
0.5
1
1.5
2
2.5
3
3.5
4
Budget
Budget
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Q13) is your company comes with any new projects in Pune or other area?
Respondent Yes No Detail PlaceEssar Steel - Under Commissioned Hazira (odissa)
Thermax (Power Division ) - Under Finalization -Thermax (Enviro Division ) - Siddhi Cement Rajasthan
Thyssen Krupp - -Bhushan Steel - Under Commissioned -
Q14) Do you prefer to use others companies material handling equipments?
Respondent Yes No DetailEssar Steel -
According to customer specification
Thermax (Power Division ) -Thermax (Enviro Division ) -
Thyssen Krupp -Bhushan Steel -
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Q15) Compared to DEMECH competitors how’s the products performance of DEMECH products?
Q16) Rate the DEMECH products in comparison with its competitors based on following rating scale.
Much better
Somewhat better
Slighty better
About the same
Slighty worse
Somewhat worse
Much worse
0
0.5
1
1.5
2
2.5
3
3.5
3
2
0 0 0 0 0
Products Comperision
Products Comperision
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Much too high
Somewhat too high
Slight too high
About right
Slight too low
Somewhat too low
Much too low
0
0.5
1
1.5
2
2.5
3
2
3
0 0 0 0 0
Products Performance with competitors
Products Performance with competitors
Q17) How important was convenience in your decision to use DEMECH products?
Q18) how often you recommend DEMECH products to others who are engaged in similar type of business?
Respondents Very Likely Moderately Likely Slightly Likely Not at all Likely05 03 02 00 00
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Extremely important
Very important
Moderately importnt
Slightly important
Not at all important
0
0.5
1
1.5
2
2.5
3 3
2
0 0 0
Decision to use DEMECH Products
Decision to use DEMECH Products
019) Rate your association ship with DEMECH in future based on following scale?
Likely natural Unlikely Very unlikely0
1
2
3
4
5
6
5
0 0 0
Association ship in Future
Association ship in Future
Q19) According to you, what is the current scope of DEMECH products in future?
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Excellent; 3very Good; 1
Good; 1
Current Scope
Excellentvery GoodGoodAveragePoor
Q 20) Quote your satisfaction rate on following scales of DEMECH for overall satisfaction?
Slightly satisfied
Neither satisfied nor dissatisfied
Slightly dissatisfied
Moderately dissatisfied
Extremely dissatisfied
0%
20%
40%
60%
80%
100%
5
00
00
Satisfaction Level
Satisfaction Level
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FINDING, SUGGETIONS AND
LIMITATIONS
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FINDINGS
1) Every client are associated with DEMECH form long period almost 20 years.
2) All the clients are satisfied with the DEMECH pricing policy.
3) All the clients are use internet, magazine and others sources for getting relevant information about DEMECH Company and products.
4) All the clients are get their customized products within scheduled time form DEMECH.
5) All the client of prefer after sales services from DEMECH only.
6) The clients are measure the quality of products according to Indian Standard (IS) and ISO 9001-2008.
7) All the clients are personally visit actual site location of DEMECH for specific and customized requirements.
8) All the clients are very satisfied with performance of the DEMECH products in different area.
9) The material handling equipments are long term capital investment hence its may be replace after 10 years or above.
10) The entire client have almost 20% budget for the material handling equipments out of total budgets company budgets.
11) Most of the clients are come up with new projects in India.
12) All the clients are use others companies material handling equipments according to their customers demands.
13) Overall clients are slightly satisfied with the DEMECH Company.
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SUGGESTIONS
There are many players in the market who are already into manufacturing of material handling equipments so competition is quite high however by making available the equipments on time to the customer we can maintain a good relation with them.
Quality places a very important role for any product to be popular among customers. So it is every essential to maintain a good quality material handling equipments.
From the secondary data it is clear that the business of material handling equipments in its peak stage. So entry into this business is advantageous and profitable.
Advertisement should be done in a proper manner.
There is many particular brand of material handling equipments available in the market so the company can create its own brand in the market
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LIMITATIONS
This report had to work under several constraints and limitations. Some of the key limitations are:-
1. The study was restricted to Pune region only.
2. It was difficult to cover the Pune city because there are many construction companies. It was difficult to get an appointment of Marketing managers/ Project Managers.
3. The data which is collected from the existing manufacturers regarding price is an approximate figure and which might fluctuate by the market condition.
4. Many companies were not ready to disclose some of the information.
5. The time span was limited to two months, the number of interviewer covered was only small
percentage of the total population, hence the sample may not depict clear picture.
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CONCLUSION
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CONCLUSION
After overall study of the material handling equipment operation in Pune market, the following
conclusive can be made about is market position and it’s effective in terms of relation with its
direct corporate sales. Major market share is under Deccan mechanical and chemical, Mahindra
Conveyor System, Enviro India Bulk Material Handling, Hyquip Equipment, Bevecon Weyers,
Redler India, Rud Equipment, Methods Engineering in terms of sales.
Market is growing and overall future lies good with extension of machine through material
handling equipment in Pune and India Deccan mechanical and chemical is planning to introduce
cool feeder machine in the material handling equipment market soon. Better projected as a time
saving and convenience offering machine.
IT and ITES section line the maximum client revenue generation opportunities.
Advertising and Publication play important and vital role in attracting customer and force them
to purchase the product so Deccan mechanical and chemical should concentrate more an
advertising aspect.
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BIBLOGRAPHY AND
REFERENCES
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BIBLOGRAPHY & REFERENCES
Websites-
www.google.com
en.wikipedia.org
www.demech.co.in
http://www.legemcity.com
Books referred-
“Kothari,C..R... 1990 “ Research Methodology-Methods And Techniques (2ndedition)
Company Brochure And Catalogs
Marketing Management-NiraliPrakashan
Marketing Research Methodological Foundation by Gilbert A. Churchill Jr. and Dawn Iacobucci.
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QUESTIONNAIRE FORMAT
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QUESTIONNAIRE FOR THE EXISTING CUSTOMERS
Title: -Market Potential of Material Handling Equipment of Deccan Mechanical and Chemical
Date-______________________________________
Company Name-_________________________
Plant In charge’s Name-_______________________
Location-___________________________________
Q1) How long you are associated with Demech?
_____________________________________________________________________________________
Q2) How would you rate our products on their usefulness?
a) Very use fullb) Usefulc) Less useful
Q3) what is your perception about our pricing policy?
a) Costly b) Reasonablec) Cheaper
Q4) from whom you get relevant information about our company and products
a) Magazine b) Internetc) Yellow pagesd) Others (specify) _________________________________________________________________
Q5) Does DEMECH is always completing your customized requirements within scheduled time?
a) Rarely b) Occasionallyc) Frequentlyd) Very frequentlye) Always
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Q6) From where you prefer after sales services?
a) In bondb) Out boud
DEMECH Others
Q7) is there any parameter or standard method prepared by you for measurement of quality standard. If yes please describe?
__________________________________________________________________________________________________________________________________________________________________________
Q8) when your requirement is specific and customized how you communicate and convince with DEMECH?
__________________________________________________________________________________________________________________________________________________________________________
Q9) what category of products you purchase from DEMECH?
Particulars Particular 01 particular 02 particular 03 particular 04En mass conveyorScrew conveyorWet scrapper conveyorPaddle mixerAir slide conveyorCoal feedersBucket elevatorsSwan neck elevatorDerroportConveyor componentsSpecial chainSprocketsTrailing wheels
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Q10) Compare our products performance in different area?
Gives ranking between 01 poor, 02 average, 03 good, 04 excellent
Particulars 01 02 03 04En mass conveyorScrew conveyorWet scrapper conveyorPaddle mixerAir slide conveyorCoal feedersBucket elevatorsSwan neck elevatorDerroportConveyor componentsSpecial chainSprocketsTrailing wheels
Q11) How often you replace the material handling equipments?
a) Frequentlyb) Quarterly c) Yearlyd) Others (specify) _______________________________________________________________
Q12) what is your budget for material handling equipment out of total budget?
a) Less than 10%b) 10%c) 20%d) 30%e) More than (specify)______________________________________________________________
Q13) is your company comes with any new projects in pune or other area?
a) Yesb) Noc) If yes (detail)____________________________________________________________________
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Q14) do you prefer to use others companies material handling equipments?
a) Yesb) Noc) If yes (Specify)___________________________________________________________________
Q15) Compared to DEMECH competitorshow’s the products performance of DEMECH products?
a) Much too highb) Somewhat too highc) Slightly too highd) About righte) Slight too lowf) Somewhat too lowg) Much too low
Q16) Rate the DEMECH products in comparison with its competitors based on following rating scale.
a) Much betterb) Somewhat betterc) Slightly betterd) About the samee) Slightly worsef) Somewhat worseg) Much worse
Q17) How important was convenience in your decision to use DEMECH products?
a) Extremely importantb) Very importantc) Moderately importantd) Slightly importante) Not at all important
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Q18) how often you recommend Demech products to others who are engaged in similar type of business?
a) Very likelyb) Moderately likelyc) Slightly likelyd) Not at all likely
019) Rate your association ship with Demech in future based on following scale?
a) Somewhat likelyb) Neutral c) Somewhat unlikelyd) Very unlikelye) Q19) According to you, what is the current scope of DEMECH products in future? a) Very goodb) Goodc) Averaged) Poor
Q 20) Quote your satisfaction rate on following scales of Demech for overall satisfaction?
a) Slightly satisfiedb) Neither satisfied nor dissatisfied c) Slightly dissatisfied d) Moderately dissatisfiede) Extremely dissatisfied
Q21) Suggestions if any….
__________________________________________________________________________________________________________________________________________________________________________
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