Project Report

ON
''CUSTOMER SATISFACTION''
AT
KAMDHENU ISPAT Ltd.
(A report submitted in partial fulfillment of the requirements for the degree of)

BACHELOR OF BUSINESS ADMINISTRATION

(SESSION 2013-2016)

SUBMITTED TO:

SUBMITTED BY:

Mr. Ankush Gupta

Ashish Chanoriya

Assistant Professor

BBA- 3rd Year

Roll No. 42759

DEPARTMENT OF MANAGEMENT STUDIES

MATA GUJRI COLLEGE, FATEHGARH SAHIB
1

CERTIFICATE
This to certify that Mr. Ashish Chanoriya a student of BBA 3rd Year, Roll No: 42759, batch
2013-2016, has successfully completed his/ her project entitled Customer Satisfaction at
Kamdhenu Ispat Ltd. under my guidance.

DATE:

Signature of the project guide

(Name: Mr. Ankush Gupta)
(Designation: Asst. Professor)

DECLARATION
I, Ashish Chanoriya a student of BBA 3 rd Year, Roll No 42759 batch 2013-2016, hereby declare
that the project entitled Customer Satisfaction at Kamdhenu Ispat Ltd., submitted in the partial
fulfillment of the degree of Bachelor Of Business Administration, under the guidance of Mr.
Ankush Gupta, professor, department of management studies, Mata Gujri College, Fatehgarh
Sahib, is my original work and has not been submitted elsewhere for the reward of any other
degree, diploma, fellowship, or any other similar title.

DATE:

NAME: Ashish Chanoriya

Roll No: 42759

ACKNOWLEDGEMENT
I wish to acknowledge my indebtedness to my Project guide (Faculty) Asst. Prof. Ankush
Gupta. The project could not have been a success without his able support and guidance.
Thanking him is a small gesture for the generosity shown.
I am grateful to my department, Mata Gujri College, Fatehgarh Sahib for providing me the
chance to do my Major Project On Customer satisfaction at KAMDHENU ISPAT Ltd.
I will always be obliged to my Faculty guide and my teachers who have given their precious
support and guidance in every step of the project otherwise it would have been difficult on my
part to bring this project work to completion. I am sure the knowledge imparted will go a long
way in enriching my career.

ASHISH CHANORIYA

TABLE OF CONTENTS
S. No

Topic

Page No.

1)

INTRODUCTION OF THE COMPANY

2)

EMPLOYEE SATISFACTION

10

3)

REVIEW OF LITERATURE

14

4)

OBJECTIVES OF THE STUDY

17

5)

NEED & SCOPE OF THE STUDY

RESEARCH METHODOLOGY

21

6)

LIMITATIONS

28

7)

DATA ANALYSIS AND INTERPRETATION

30

8)

FINDINGS

40

9)

SUGGESTIONS

42

10)

CONCLUSION

43

11)

BIBLIOGRAPHY

44

12)

ANNEXURE

46

Chapter- 1
Introduction to Company

Introduction to Company

Kamdhenu Ispat Ltd. has been pioneers in this revolutionary concept of Franchisee Model
having achieved resounding success in the middle tier steel segment on regional front.
After studying the market trends and identifying the companies manufacturing steel products,
Kamdhenu Ispat Ltd. offers them its brand name and assists in technology, quality consistency
and marketing of Kamdhenu brand of products. This mode of concept serves dual purpose. The
franchisee units benefit a lot by availing Kamdhenus brand premium and strong marketing
network. While Kamdhenu Ispat Ltd. benefits from the royalty that gets from these franchisees
for using its brand name. The model also gives a unique identity to the franchisee units and helps
them in leveraging their level of operations and quality to sustain well amidst rising competition
in the steel sector. And ultimately it also benefits the customer, who gains the most by getting top
quality products at the most effective prices. The new Franchisee Model adopted by Kamdhenu
Ispat Ltd. is really changing the way its partners do business regionally. The trusted name of
Kamdhenu Ispat Ltd. is spelling a new tale of success by leveraging their facilities to perform on
a far improved level and thus bringing in more productivity in their day-to-day operations.
Steel plays a vital role accelerating growth and development in a nation. It is use as a basic
material in the manufacture of metal product, electrical machinery, transport equipment, textile
etc and thus consider to be the backbone of the human civilization. It is a product of large and
technological advanced industry having strong forward and backward linkages in terms of
material flow and income generation. In the other words, the production and per capita
consumption of steel is a major contributor to countrys gross domestic product (GDP) and
indicator of its industrial and economic strength. Iron ores, manganese ore and chrome ore are
7

the critical raw material inputs for the steel industry. Their timely and assured availability in
adequate quantity and quality on long term basis is a prerequisite for the rapid and orderly
growth of the sector. India is the eighth largest crude steel producing country in the world. It is
endowed with richest iron and coal ore mines. Its cost of production of steel is comparatively
much lower than that in other countries. It has several advantages features which gives the
dominant position to its steel industry on the world map.

BENEFITS TO FRANCHISEES

This alliance provides the franchisee units with Kamdhenu Ispat Ltd. expertise and
experience for an efficient business.

A ready platform in the niche market giving a facelift to this unorganised sector/new
enterprises.

Kamdhenu Ispat Ltd. brand leverage to the franchisee units is also immense.

It also gives them access to Kamdhenu Ispat Ltd. nationwide marketing network.

They can avail Kamdhenu Ispat Ltd quality assurance and technological expertise.

They also get assistance of Kamdhenu Ispat Ltd. centralised promotion support.

Kamdhenu Ispat Ltd. wider presence helps them an easy & fast availability of bank
funding.

While the Franchisees gain a lot from the Franchisee Model, Kamdhenu Ispat Ltd. on the other
hand also benefits in terms of increased brand presence, increased income earned from Loyalty
and also a wider distribution network that eases stocking at regional centres.

THE STOCKYARD MODEL

The stockyard model adopted by Kamdhenu Ispat Ltd. is also a step towards achieving more decentralization in its daily activities. By initiating direct marketing policy of setting up stockyards
at various strategic locations, Kamdhenu Ispat Ltd. has led to easy availability of goods
throughout the country. Efficient mobility of products between the production units and market is
the prime motive of Kamdhenu behind setting up stock yards across the Entire country.
Kamdhenus strategically placed stockyards help its corporate clients/institutions in improving
their inventory control due to fast delivery at site in minimum time. Controlled by our centralized
marketing mechanism, Kamdhenus stockyards have proved beneficial to its long list of
corporate clients/institution.

MARKETING STRENGTHS

Kamdhenu Ispat Limited prides in its highly efficient marketing team with innovative and out of
the box ideas to think ahead of the time and turn challenges into opportunities. The company has
its centralized marketing office at Gurgaon backed with a committed chain of over 7500 dealers
and distributors spread across the entire country for steel business. The company has been
consistently creating better brand awareness of its products, which now enjoy a comprehensive
reach across the country. Kamdhenus focussed marketing strategies have catapulted it to enjoy a
price premium for Kamdhenu brand products over non-branded products in the market. In line
with its philosophy to have a well oiled and informed marketing network, the company publishes
in-house news journal Ispat Sandesh, both in Hindi & English for binding the Kamdhenu
fraternity into a family.

Chapter-2
Introduction to Topic

Meaning of Customer & Satisfaction:

Customer:- A customer is an individual or business that purchases the goods or services
produced by a business. The customer is the end goal of businesses, since it is the customer who
10

pays for supply and creates demand. Businesses will often compete through advertisements or
sales in order to attract a larger customer base.

Satisfaction: A happy or pleased feeling because of something that you did or something that happened to
you
The act of providing what is needed or desired: the act of satisfying a need or desire
A result that deals with a problem or complaint in an acceptable way

What is Customer Satisfaction?

Customer satisfaction measures how well the expectations of a customer concerning a product
or service provided by your company have been met.
Customer satisfaction is an abstract concept and involves such factors as the quality of the
product, the quality of the service provided, the atmosphere of the location where the product or
service is purchased, and the price of the product or service. Businesses often use customer
satisfaction surveys to gauge customer satisfaction. These surveys are used to gather
information about customer satisfaction. Typical areas addressed in the surveys include:

Quality of product

Value of product relative to price - a function of quality and price

Time issues, such as product availability, availability of sales assistance, time waiting at
checkout, and delivery time

Atmosphere of store, such as cleanliness, organization, and enjoyable shopping

environment

Service personnel issues, such as politeness, attentiveness, and helpfulness

Convenience, such as location, parking, and hours of operation

A market survey is a tool used to gather information about existing or customers satisfaction in a
certain market or population. Researchers select a sample of customers from the population. The
11

information from the survey is then used to assess attitudes and beliefs and in turn predict market
behavior. Marketing is a social process by which dealers, builders, architecture individuals
consumers obtain what they need and want through creating offering product and services of
value with other. It is the art and science of choosing target makers and getting keeping and
growing customers through creating delivering and communicating superior customer value.
Consumers have their own way of making purchase decision. Today in the market there is tough
competition and the technologies are changing day by day to become successful in modern
market the business organization have to be customer oriented organization have to look after for
building customers.
The information about the market was gathered by visiting customers in the market. While doing
the project attempt was made to get correct information from the customers in the market. After
collecting the detailed information about the market analysis has to be done. The finding and
result of the project work is given later in research report.

Benefits of Customer Satisfaction:

Satisfaction surveys are a valuable tool for small businesses, helping you gain a better
understanding of your customers' requirements and concerns so that you improve your products
and your standards of service in line with customers' needs. By monitoring customer satisfaction
and responding to problems, you can improve customer loyalty and protect revenue and
profitability.

Feedback: The information from a customer satisfaction survey provides your company
with valuable feedback on the issues that are important to your customer. You can design
surveys to find out how well your products meet customers needs or how satisfied they
are with different aspects of the service you offer.

Listening: A satisfaction survey provides a channel for customers to express their views.
This is important in an environment where increasing numbers of consumers share their
views and opinions on social networking sites that are outside your control.

Understanding: By sharing the results of a customer satisfaction survey with your

employees, you can build an understanding of company operations from the customers
12

perspective. Employees in departments such as accounts or order processing may not feel
that their work is relevant to customer satisfaction.

Priorities: Analyzing the responses to a satisfaction survey highlights your companys

strengths and weaknesses from your customers perspective. Focus on areas of your
business that achieve very low satisfaction scores and prioritize improvement programs
so that you can remedy any serious problems in those areas. The improvement programs
can take the form of changes to business processes or employee training

Retention: Customer satisfaction levels have an impact on your ability to retain

customers. If the survey indicates low levels of satisfaction across a large number of
questions, you face the risk of customers defecting to competitors.

Progress: A single satisfaction survey gives you a snapshot of customers views at a

given point of time. By conducting a number of surveys over a period of time, you can
measure the results of any improvement programs you have undertaken.

13

Chapter-3
Review of Literature

Sagar and Chandra (2004)

Sagar and Chandra 2004 discussed in their paper, how Indian combine industry has leaped
forward technologically with intensified technological capabilities .the industry is driven by a
confluence of factors such as strong competition, changing consumer preferences,government
14

policies especially with tightening of emission standards, and the global strategies of the various
players. They detailed about combine manufactured in India with betterdesigns& incorporating
advanced technologies that are often comparable with those availableglobally and also
commented Indian combine exports are also growing in leaps and bounds.

Deb (2004)
Deb 2004 says Indian customers now also have access to various channels of information about
automotive technology through TV channels, internet, personal travel overseas, and automotive
magazines.

Schiffman and Kanuk (1997)

The study of consumer behavior focuses on how people build their preferences to spend their
resources like time, money, effort on consumption-related things (Schiffman and Kanuk, 1997).
Consumer behavior is a study of the process concerned when people choose, purchase, use, or
eliminate products, services, ideas, or experiences to satisfy wants and needs.
Consumer Behavior occurs either for the individual, or within the context of a group. Product use
is usually of increased interest to the marketer, as this might influence how a product is best
positioned or it will encourage increased consumption.

Mandeep Kaur and Sandhu (2006)

Mandeep Kaur and Sandhu (2006) tried to find out the important features a customer might
consider while purchasing a new combine . The study covered the owners of passenger combine
living in the major cities of the State of Punjab and the Union Territory of Chandigarh. The
respondents recognized that safety and comfort were the most important features of the
passenger combine followed by luxuriousness.

15

Chidambaram and Alfred (2007)

Chidambaram and Alfred (2007) proposed that there are certain factors which influence brand
preferences of customers. the study revealed that customers give more importance to fuel
efficiency than any other factor and believe brand name inform them about product quality,
utility, technology .they prefer to purchase passenger combine which offer high fuel efficiency,
good quality, technology, durability and reasonable price.

Nagaraj (2008)
(Nagaraj, 2008), India is experiencing fast economic growth. This can be manifest by the
increased affluence of the growing Indian middle class category ending in a very huge growth in
personal vehicle possession.

Satya Sundaram (2008)

Satya Sundaram (2008) analyzed how the competition makes the automobile manufacturer to
launch at least one new model or a variant of the model every year. This survey also pointed out
that diesel combine are becoming popular in India and the announcement of reductions in excise
duties by the government has helped to some extent to boost the demand.

Clement Sudhakar and Venkatapathy (2009)

Clement Sudhakar and Venkatapathy (2009) examined the power of peer group in buying
Automobile with reference to Coimbatore District. It was also found that the influence of friends
is higher for the purchase of combine.

16

Chapter-4
Objectives of the Study

Objectives of the Study

17

1. To know the Reason for buying ''Kamdhenu Saria''.

2. To study the usage & brand awareness of ''Kamdhenu Saria''.
3. To find out the factors which affect the consumer preference at the time of purchasing
''Kamdhenu Saria''
4. To find out brand preference of the ''Kamdhenu Saria'' in consumers.
5. To Check out the satisfaction Level of the consumers ''Kamdhenu Saria''.

18

Chapter-5
Need & Scope of the Study

Need and Scope of the Study

19

As Learned is a human activity and it as natural, as breathing, despite of the fact that learning is
all Pervasive in our lives, psychologists do not agree on how learning takes place. How
individuals learns is a matter of Interests it Marketers. They want to teach Consumers in their
roles as consumers. They want Consumers to learn about their products, product attributes,
potential consumer benefit, how to use, maintain or even dispose of the product and new ways of
behaving that will satisfy not only the Consumers needs, but the marketers objectives.
The Scope of my study restricts itself to the analysis of Consumer preferences, perceptions, and
usage of ''Kamdhenu Saria '' among rural customers.

20

Chapter- 6
Research Methodology

Meaning of Research:21

Research comprises "creative work undertaken on a systematic basis in order to increase the
stock of knowledge, including knowledge of humans, culture and society, and the use of this
stock of knowledge to devise new applications." It is used to establish or confirm facts, reaffirm
the results of previous work, solve new or existing problems, support theorems, or develop
new theories. A research project may also be an expansion on past work in the field.

Definition:Research comprises defining re-defining problems formulating hypotheses or suggested

solutions, collecting, organizing & evaluating data making deduction & reaching conclusion & at
last carefully testing the conclusion to determine whether they fit the formulating hypotheses.
-Clifford Woody

Process of Research:-

Formulating & clarifying the problem:22

The process of formulating & clarifying the research topic is the most important part of the
research topic. Generating & refining research ideas make use of a variety of techniques.
Techniques usually involve rational & creative thinking. The ideas generated with the process of
thinking can be integrated subsequently using the techniques of working up or narrowing down.

Critically reviewing the literature:A critically review of the literature is helpful for the researcher to develop a thorough
understanding of & insight into previous research that relates to research question & objectives
of the research project in hand. The review will set your research in context by critically
discussing, reviewing & referencing work that has already been undertaken, drawing out key
points, presenting the key points in a logical way, & highlighting those area which will point
scope & future areas of work.

Development of Hypothesis:After carrying out extensive & critical review of literature, working hypothesis should be drawn.
Working hypothesis is a tentative assumption which needs to be empirically tested. Hypothesis
should be very effective & relevant to the research in hand. Hypothesis helps the researcher to
remain focused & on the right track. Hypothesis also influences data collection & method of data
analysis.

Research Approach & Research Design:The two main approaches to research are deductive & inductive. They are not mutually exclusive
& both can be used in combination on the same project. The major determinant of the choice of
research approach depends on research objective & questions.
Research design is the general & conceptual framework under which research has to be
conducted. The function of the research design is to make research as efficient as possible.
Research design basically of two types-namely exploratory & conclusive research design.

Sampling:23

Information about the characteristics of the population may be obtained by either a sample or
census. Due to budget & time limits, large population size etc. sampling is preferred over census.
Choice of sampling techniques is dependent on the feasibility & sensibility of collecting data to
answer research question & objective regarding the research in hand. Research questions 7
objectives that need to estimate statically the characteristics of the population from a sample
require probability samples.

Data Collection:Data that have already been collected for some other purpose are termed as secondary data. The
three main types of secondary data are documentary, survey & those from multiple sources.
Most research projects require combination of primary & secondary data to answer research
questions & meet the objectives of the research. There are some pitfalls in using secondary datadata you use may have been collected for some other purpose, which may not match with the
purpose of your research.

Data Analysis:Virtually all research will involve some numerical data or contain data that could usefully be
quantified to help you answer your research questions and to meet your objectives. For
effectively analyzing quantitative data first data should be prepared for analysis. Preparation of
data for analysis includes data coding, editing & processing. After data preparation, data should
be ready for exploration & presentation which can be done with the help of tables, graphs &
charts.

Writing, Presenting & Submitting project report:Project report should have a clear structure that enables the researcher to develop a clear
storyline. Project should be laid out in such a way that reader finds all the information readily
accessible. Writing style should be clear & simple. Spelling & grammatical mistakes should be
avoided. Regarding the presentation, make full use of visual aids, prepare for the presentation &
remember the three step rule tell what you are going to say, say it, then tell them what youve
said.

24

Research Design:Research design refers to framework or plan for a study that guides the collection & analysis of
data.

Sampling Plan:A sampling plan is a detailed outline of which measurements will be taken at what times, on
which material, in what manner, and by whom. Sampling plans should be designed in such a way
that the resulting data will contain a representative sample of the parameters of interest and allow
for all questions, as stated in the goals, to be answered.
The steps involved in developing a sampling plan are:
Identifying the parameter to be measured, the range of possible value & the required

resolution.
Design a sampling scheme that details how & when samples will take.
Select sample size.
Design data storage formats.
Assign roles & responsibilities.

Universe:The universe refers to population of certain area from which sample is being chosen by different
sampling techniques for study. The people of the Kamdhenu Ispat Ltd. at Mandi Gobindgarh
are included in a universe.

Sampling Techniques:The technique used in this study is convenient sampling techniques. The research instrument
needed in this study to avail information is the questionnaire. Questionnaire is prepared for
customers to study their satisfaction. Questionnaire includes both general information & specific
information as framed according to the objectives set in the required order.

Sample Size:Sample size for this project is taken 100 respondents.

25

Sample Area:Kamdhenu Ispat Ltd. at Mandi Gobindgarh (Punjab)

Data Collection:There are two types of data were taken into consideration
I.
II.

Primary Data
Secondary Data

Primary data collect, during course of doing experiments in an experimental research but in case
we do research of the descriptive type & perform survey, whether sample survey or sense survey,
then we can obtain primary data either through observation of through direct communication
with the respondents in one form or another or through personal interview.
Secondary data is that which is collected for other purpose. This is indirect collection of data
from sources containing past or recent information like annual reports, balance sheets, books,
newspapers & magazines etc.

Collecting the Information:For this research, I have collect information with the help of Questionnaire, Company Profile &
Internet.

Data Sources:I.
II.
III.
IV.

Primary Data through questionnaire

Secondary Data through internet
Contact Method
Personal Interaction

Method Used:Individual Interview

26

Organization can assess employee satisfaction levels by conducting individual interviews with
each employee. Interview can enrich the data by using follow-up questions & probing the
employees answers for clarification & explanation. While individual interview offer a level of
confidentiality, they lack the anonymity of a survey. As a result, employees may avoid
controversial responses. Conducting individual interview is time-consuming, particularly in large
organizations, making this an inefficient & expensive method of collecting employee satisfaction
data.

27

Chapter-7
Limitations of the Study

Limitations of the Study

There are some limitations of the study:-

28

1) The size of the project may not be substantial. For correct value the size should be
large for the survey.
2) There was lack of time on the part of respondents. Some respondents think that it is
waste of time and do not give proper support in filling the questionnaire
3) As only a single city is surveyed or covered. It does not represent the overall view of
Kamdhenu Ispat to know about the overall view the more cities should be studied that
helps to gain the more information of the recruitment and selection procedure in
Kamdhenu Ispat.
4) It is very much possible that some of the respondents may have given the incorrect
information. Sometimes the respondents do not want to share the information with others
due some purposes.

29

Chapter-8
Data Analysis &
Interpretation

Q1: Do you know about Kamdhenu Saria?

Particulars

No of respondents
88

Yes
30

No
Total

12
100

12%

Yes
No

88%

Interpretation: In this, majority of the respondents (88%) responded that they know about
Kamdhenu Saria.

Q2. If Yes, then which brand of Kamdhenu Saria you are using?

Particulars
KAMDHENU 500D

No. of respondents
51
31

KAMDHENU SS1000
KAMDHENU COATED SHETS
KAMDHENU WIRE BOND
KAMDHENU PVC PIPES
OTHERS
Total

15
13
03
13
05
100

5%
13%
KAMDHENU 500D
KAMDHENU SS1000

3%
51%

13%

KAMDHENU COATED
SHETS
KAMDHENU WIRE BOND
KAMDHENU PVC PIPES
OTHERS

15%

Interpretation: In this, majority of the respondents (51%) responded that they have
''Kamdhenu Saria ''

Q3. Which promotional tools encourage you to buy this product?

Particulars

No. of respondents
8
51
15
26
100

T.V
News paper and magazine
Friends
Others
Total
32

8%
26%
t.v
News paper and
magazine
Friends
Others
15%

51%

Interpretation: The above chart shows that around 51% respondents influence by friends.

Q4. How much you are satisfied with the price of current brand.

Particulars
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
Total

No. of respondents
26
41
23
08
03
100

33

8%

3%
26%
Highly satisfied
Satisfied

23%

Netural
Dissatisfied
Highly dissatisfied

41%

Interpretation: The above chart shows that 41% of the respondents are satisfied with their
currently brand

Q5. Have you got any type of discount while purchasing?

Particulars

No of Respondents
77
23
100

Yes
No
Total

34

23%

yes
no

77%

Interpretation: In this, majority of the respondents (77%) responded that they get the discount.

Q6. If yes, then which type of discount you bought?

Particulars
Cash discount
Accessories
Free Service
Others
Total

No. of respondents
31
46
15
08
100
35

8%
15%

31%
Cash discount
Accessories
Free Service
Others

46%

Interpretation: This table shows that, about (46%) of the respondents got accessories.

Q7. Which mode of payment do you prefer?

Particulars
Cash payment
Loan by bank
Loan by private agency
Cheque
Total

No. of Respondents
05
64
21
10
100
36

10%

5%

Cash payment

21%

Loan by bank
Loan by private agency
Cheque
64%

Interpretation: The above chart shows, that more than 64% of the respondents prefer Bank
loan.

Q8. Are you satisfied with your currently brand?

Particulars

No of Respondents
90
10
100

Yes
No
Total

37

10%

yes
no

90%

Interpretation: In this, majority of the respondents (90%) responded that are satisfied.

Q9. Have you recommended to others to buy this particular brand?

Particulars

No of Respondents
92
8
100

Yes
No
Total

38

8%

yes
no

92%

Interpretation: In this, majority of the respondents 92% responded that they will definitely
recommended the brand.

39

Chapter-9
Findings, Suggestions &
Conclusion

Findings

Majority of the respondents (100%) responded that they have Kamdhenu Saria.

It shows that around 20% respondents influence by friends.

Chart shows that 41% of the respondents are satisfied with their currently brand.

Majority of the respondents (30%) responded that they get the discount.

shows that about 46% of the respondents got Accessories

Chart shows that more than 64% of the respondents prefer Bank loan.
40

Majority of the respondents(35%) responded that are satisfied

Majority of the respondents 92% responded that they will definitely recommended the
brand.

It is observed that majority of the respondents used Saria for crop cutting purpose.

Suggestions

Company should concentrate more on television for advertisement, as mostly people get
attracted through television only.

For promotional offers, company should go for free gifts rather than going for other
ways.

People are unsatisfied with the price and service of phones so companies should
concentrate in this regard also

41

Conclusion
A survey of the people has been conducted to know the liking pattern of combine. It is
observed that overall people prefer to buy Kamdhenu Saria . It is concluded that mostly
people preferred this due to its service and image. Some people often like to have a
Kamdhenu so they are going to buy it.

42

43

Bibliography

Bibliography

Baldinger, A., & Robinson, J. (1996). Brand loyalty: the link between attitude and

behavior. Journal of Advertising Research, Vol. 36 No.6, pp.22-35.

Brassington, F., & Pettitt, S. (2003). Principles of Marketing, 3rd ed., Pearson

Education/Prentice-Hall, New York, NY.

Chowdhury, Abdur R. (1994). Advertising Expenditures and the Macro Economy: Some

New Evidence. International Journal of Advertising, No.1, 1-14.

Dunn, S.W., and A. Barban. (1987). Advertising, Its Role in Modern Marketing
Advertising, Its Role in Modern Marketing. Hindsdale, Illinois, U.S.A.: Dryden Press.

44

45

Annexure

Questionnaire
Respected Sir/ madam, I am the student of BBA of Mata Gujri college Sri Fathegarh Sahib. I am
taking a survey on 'Customer satisfaction' at KAMDHENU ISPAT Ltd.
Please give me your few minutes and help me in completing the project.

NAME: _________________ AGE: ________

GENDER: (MALE/FEMALE)

Address: ________

46

Q1. Do you know about Kamdhenu Saria?

1. Yes

2. No

Q2. If Yes, then which brand of Kamdhenu Saria you are using?
1. KAMDHENU 500D

2. KAMDHENU SS1000

3. KAMDHENU COATED SHEETS

4. KAMDHENU STRUCTURAL STEEL

4. KAMDHENU PVC PIPES

6. KAMDHENU WIRE BOND

Q3. Which promotional tools encourage you to buy this brand?

1. T.V

2.Newspapers/Magazines

3. Friends

4.Others

Q4. How much you are satisfied with the price of current brand?
1. Highly satisfied

2. Satisfied

3.Netural

4. Dissatisfied

5. Highly dissatisfied

Q5. Have you got any type of discount while purchasing?

1. Yes

2. No

47

Q6. If yes, then which types of discount you got?

1. Cash Payment

2. Accessories

3. Free Service

4. Others

Q7. Which mode of payment do you prefer?

1. Cash payment

2. Loan by bank

4. Loan by private agency

5. Loan by private agency

3.Cheque

Q8. Are you satisfied with your currently brand?

1. Yes

2. No

Q9. Have you recommended to other to buy this particular brand?

1. Yes

2. No

48