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PROJECT REPORT
Submitted by
M. REVATHY
REGISTER NO: 27348334
CHAPTER I
INTRODUCTION
But such knowledge is critical for marketers since having a strong understanding
of behavior will help shed light on what is important to the customer & also suggest the
important to the customer decision – making. Using this information marketers can create
marketing programs that they believe will be interest to customers.
With over 52 years experience, we have established ourselves as not just another
precast concrete company, but as a well-known, high-quality, dependable manufacturer
of custom concrete and precast concrete products, supplying the intermountain western
states.
1.2.1 About Us
Dura-Crete Inc. was incorporated in 1954 and has established itself as a premier
manufacturer in pre-cast concrete and custom concrete products. If you've driven down
I15 or I215, there is a good chance that you've seen some of our concrete barriers on the
freeway.
Anybody can try to sell concrete products, but year after year, Dura-Crete has
proven to be a quality manufacturer with an unmatched reputation. We are members of
NPCA, the Better Business Bureau, and listed on Dun and Bradstreet.
The Dura-Crete Product Line includes custom concrete products as well as: Storm
Drains, Water Holding Tanks, Septic Tanks, Sand & Grease Traps, Barriers, Dry Wells,
and Concrete Landscape products.
Our plant is located at 1475 West 3500 South, West Valley City, UT 84119. Our
mailing address is Dura-Crete, Inc. PO BOX 65489, Salt Lake City, UT 84165
1.2.2 What are concrete roof tiles?
Do you want the appearance of a tile roof but not the high cost? Consider
beautiful, long-lasting, and economical concrete roofing tiles. In the middle of the 19th
century, in Bavaria, a mixture of cement, sand, and water was first used to form roof tiles
out of concrete. Many homes built with these first concrete roof tiles still remain, proving
their durability. In the early 1900s, coloring pigments were added to concrete roofing
tiles in Europe to simulate the appearance of clay. While these early concrete tiles were
handmade or made with semi-automated machines, innovation over the past century has
automated production, making concrete tile more economical than other roofing products
on a life cycle basis.
Concrete roof tiles most often last the lifetime of a house, typically carrying a
limited lifetime, non-pro-rated, transferable warranty. Compare this to the limited
warranties that accompany most composition shingles, and also how shorter lived
products tend to overfill precious landfill space. Concrete tiles are Class A fire rated and
resistant to damage from hail and high winds, typically achieving a minimum of a Class 3
hail resistance rating. Concrete tiles can sustain winds in excess of 125 miles per hour
that would strip off most other roofing materials. Testing has also shown concrete tile
roofing systems, when installed according to building code standards, exceed current
seismic load requirements for building materials.
REVIEW OF LITERATURE
The personal service that need to make our customer satisfaction research project a
success.
2. Know Your Competition. Know what your competition is doing at all times. Are they
doing something new or different? Are they doing something better than you? How can
you do something better than them? Always ask yourself these questions. Keep your
business on top when it comes to quality of products and service.
3. Retain Your Customers. It can cost 5-10 times more to acquire a new customer than it
does to keep an existing one. Keep your customers delighted. Treat them like gold. After
all, our customers are the reason we are in business. And remember, every customer you
lose is a customer gained by your competition!
4. Create a Positive First Impression. The first contact your customers have with your
organization is critical. Take measures to make sure that first contact is a magic moment
instead of a tragic moment. In these days of shrinking profit margins, little things can
make a big difference. Mother Theresa put it very well when she said, "Kind words can
be short and easy to speak, but their echoes are truly endless."
5. Approach Complaints with a Positive Attitude. When you're dealing with customers
on an ongoing basis, you'll undoubtedly receive your fair share of complaints. So keep in
mind Al Capone's motto: "Don't take it personally, it's just business." After that, it's
simply a question of approaching the problem with the right attitude to ensure customer
satisfaction.
6. Sharpen Your Customer Service Skills. Customer service training is the most valuable
tool you can give yourself or, as a manager, your employees. The skills mastered will
enable everyone to become more productive, enjoy their job more, increase their value to
the company and improve customer service at all levels.
7. Measure Customer Satisfaction. Continuously monitor your business. Never sit back
and relax. Offer new products or services as needs require. Always ask the customer what
you can do better. That information is the vital link between your business and your
customers and can help provide the kind of service and satisfaction that builds customers
for life.
Customer satisfaction Research can address a variety of issues, including, but not
limited to:
Central message:
Customer satisfaction research is not an end unto itself. The purpose, of course, in
measuring customer satisfaction is to see where a company stands in this regard in the
eyes of its customers, thereby enabling service and product improvements which will
lead to higher satisfaction levels. The research is just one component in the quest to
improve customer satisfaction. There are many others, including:
Top management, through its actions, must show that customer satisfaction is important
to it. This can be done in several ways.
This really is just a case of having management put its money where its mouth is.
Monetary incentives for improving customer satisfaction scores should reach all levels of
the organization, from top management to front-line employees and suppliers. Incentive
programs can be structured so that all employees in an organizational unit receive
compensation if the unit's customer satisfaction goals are met. Additionally, exemplary
service on the part of individual employees can be rewarded on an ad hoc basis.
Management incentives do not have to result in incremental expenditures; a reallocation
of current incentives will suffice. For example, if 100% of a manager's bonus is
dependent upon meeting operational and sales goals, the mix could be changed to include
a customer satisfaction goal.
This is an inexpensive way to foster customer satisfaction. The keys to success are:
• Making sure that all employees are aware of why a particular employee is being
recognized,
• Making sure that each employee being recognized is worthy of recognition.
This tie directly to the previous point. Once you have identified what needs to be
improved, you need to develop a plan for improving each identified area. Such plans need
to be based on what customers really need, rather than what management believes to be a
good goal. Using the previous example, if customers really desire wait times of ten
minutes or less, having management dictate that wait times must be reduced to fifteen
minutes will have limited appeal with customers. You may need to do a separate survey
with customers to actually set appropriate goals. If this is not economically feasible, at
least talk to a number of customers and gain their input before setting a goal.
Once you have established what needs to be improved, and how much it needs to be
improved, plans need to be developed to make improvement happen. The keys to
successful planning are to:
Unhappy employees will have difficulty in keeping customers happy. You should
consider measuring the satisfaction levels of employees, and then developing action plans
to improve employee satisfaction.
The derived approach will uncover items which are most important to the
satisfaction of customers. These attributes will not always be the same attributes that a
customer would identify as being most important. But they would be the ones which, if
improved upon by a business, will result in higher levels of satisfaction. It is not difficult
for someone who understands statistical analysis to calculate the relative importance of a
series of attributes, provided that a questionnaire also includes a satisfaction measure of
some sort. The basic process is to conduct a correlation analysis, eliminate attributes
which have high correlation coefficients with each other and are saying "much the same
thing," and then to run a regression analysis. There are a variety of PC statistical
applications which can be used to perform these analyses, including SPSS. I used the
derived approach to calculate attribute importance weights in each of our customer
satisfaction surveys.
Sadly, mature companies often forget or forsake the thing that made them
successful in the first place: a customer-centric business model. They lose focus on the
customer and start focusing on the bottom line and quarterly results. They look for ways
to cut costs or increase revenues, often at the expense of the customer. They forget that
satisfying customer needs and continuous value innovation is the only path to
sustainable growth. This creates opportunities for new, smaller companies to emulate
and improve upon what made their bigger competitors successful in the first place and
steal their customers.
Innovation is about creating value and increasing efficiency, and therefore growing
your business. It is a spark that keeps organizations and people moving ever onward and
upward. "Without innovation, new products, new services, and new ways of doing
business would never emerge, and most organizations would be forever stuck doing the
same old things the same old way."
2.1.14 Innovation: A Paradigm Shift
2.1.18 SERVQUAL:
• reliability - the ability to perform the promised service dependably and accurately
• responsiveness - the willingness to help customers and provide prompt service
• assurance - the knowledge and courtesy of employees and their ability to convey
trust and confidence
• empathy - the caring, individualized attention given to customers
• tangibles - the appearance of physical facilities, equipment, personnel and
communication materials
Customer satisfaction assessment was heralded some time ago as the obvious
solution to the need for more meaningful customer measures. Satisfaction, it was
claimed, provides insight into the reasons why customers behave as they do and is not
merely a reflection of repeated behavior that may have been earned — or “purchased”—
by the company.
When we talk about customer service and/or satisfaction, we talk about creativity.
CHAPTER III
OBJECTIVES
3.1 Primary Objective
To find out the customer satisfaction on shape, size and colour of the Dura Crete
tiles product.
RESEARCH METHODOLOGY
4.1 RESEARCH:
Research is a process in which the researcher wishes to find out the end result for
a given problem and thus the solution helps in future course of action. The research has
been defined as “A careful investigation or enquiry especially through search for new
facts in any branch of knowledge.
a) Percentage method
b) Chi-square Test
c) Correlation Method
Formula:
No of Respondent
Percentage of Respondent = × 100
Total no. of Respondents
In this project chi-square test was used. This is an analysis of technique which
analyzed the stated data in the project. It analysis the assumed data and calculated in the
study. The Chi-square test is an important test amongst the several tests of significant
developed by statistical. Chi-square, symbolically written as x2 (Pronounce as Ki-Spare),
is a statistical measure used in the context of sampling analysis for comparing a variance
to a theoretical variance.
Formulae:
(O-E)2
2
X =
E
O = Observed frequency E = Expected frequency
4.1.4(c) CORRELATION:
Correlation analysis deals with the association between two or more variables. It
does not tell anything about cause and effective relationship. Correlation is described or
classified in several different ways. Three important ways of classifying correlation are:
1. Positive and Negative
2. Simple. Multiple and Partial
3. Linear and Non-Linear
∑xy
r =
√∑x2×∑y2
The value of the coefficient of correlation as obtained by the above formula shall
always lie between +1 and -1, when r = 1; it means there is a perfect correlation between
variables. When r = -1; it means there is a perfect negative correlation between variables.
When r = 0; it means no relationship between variables.
Survey method is considered the best method for data collection of data and the
tools used for data collection are Questionnaire. This method is quite popular particularly
in case of big enquires. Private individuals, research works, private and public
organizations and even government are adopting it.
In this method a questionnaire is sent to the persons concerned with a request to
answer and return the questionnaire. A questionnaire consists of a number of question
involves both specific and general questions relating to consumer behavior.
There is low cost even when the universe is large and is widely spread
geographically.
It is free from the bias of the interviewer; answers are in respondents own words.
Respondents, who are not easily approachable, can also be reached conveniently.
Large samples can be made use of and thus the results can be made more
dependable & reliable.
Low rate of return of the duly filled in questionnaires; bias due to no-response is
often indeterminate.
Primary data are fresh data collected through survey from the customers using the
questionnaire. Questionnaire helps to recognize the apprentice’s perception regarding the
apprenticeship training and to find out their expectations and their career path.
INFERENCE
From the above table it is inferred that 23% customer were preferred their capital
to be 15 lakhs, 55%preffered 10 Lakhs and 22% preferred 5 lakhs.
80
60 55%
Percentage
40
22% 23%
20
0
5 lakhs 10 lakhs 15 lakhs
No of Respondents
INFERENCE
From the above table it is inferred that 28 %the respondents identify the product
through Media, 44 % identify through friends and 27% through Builders.
80
60
Percentage 44%
40
28% 27%
20
0
Media Friends Builders
No of Respondants
INFERENCE
From the above table it is inferred that 29%of customer choose Wall tiles, 41 %
people prefer floor tiles and 30% customer prefer staircase tiles.
80
60
Percentage 41%
40 29% 30%
20
0
wall tiles Floor tiles Stair tiles
No of Respondants
INFERENCE
From the above table it is inferred that 42 % respondents bought the goods for
rupees 15 , 25% bought for rupees 20 and 33% bought for rupees 10.
INFERENCE
From the above table it is inferred that 57% respondents the price limit is not ideal
And 43 % preferred that it’s ideal.
TABLE NO:5.5
Benefits get out of the Product
INFERENCE
From the above table it is inferred that 37% of the people prefer colour as their
benefit get out of the product, 31% people preferred shine and 32% people prefer Design.
INFERENCE
From the above table it is inferred that 29% of people use the products in
Outdoor, 19 % in Floor, 11% in Wall and 35% in Indoor.
40
35%
35
29%
30
25
19%
20
15 11%
10
5
0
Outdoor Indoor wall Floor
INFERENCE
From the above table it is inferred that 35% in terms of Quality, 31% in terms of
Price, 19% customer prefer that the product should develop in terms of Colour, and
15 % in terms of shape.
INFERENCE
From the above table it is inferred that 27% of people suggest that the satisfaction
level in quality is good, 18% of people suggest as Excellent, 28% as not bad and 27% as
Medium.
100
80
Percentage
60
40
27% 27% 28%
18%
20
0
Excellent Good Medium Not bad
No of Respondents
TABLE NO:5.9
INFERENCE
From the above table it is inferred that the 36% customer preferred the
satisfaction level in availability as Good, 21% as Medium ,23 % as Excellent and
20 % as not bad.
40 36%
23%
21% 20%
Percentage 20
0
Excellent Good Medium Not bad
No of Respondents
INFERENCE
From the above table it is inferred that the 34%of the people suggest that the
product have to improve internally in Colour, 27 % in Size 23 % in Material and
16% in shape .
100
80
60
Percentage
40 34%
27%
23%
16%
20
0
Material Colour Size Shape
No of Respondents
INFERENCE
t
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en
t in
t io
ou
m
ke
ta
c
e
or
is
is
ar
D
sp
rt
M
e
an
dv
Tr
A
No of Respondents
INFERENCE
From the above table it is inferred that the satisfaction level of Customer in the
transportation is 46% Satisfied, 29% Dissatisfied and 25 % highly satisfied.
25
20
15
10
5
0
Highly satisfied satisfied Dissatisfied
No of Respondents
INFERENCE
From the above table it is inferred that the Durability of the tiles product preferred
by the customer is 42% Good, 25% not bad, 17% Medium and 16 % Excellent.
Percentage 80
60
42%
40
25%
16% 17%
20
0
Excellent Good Medium Not bad
No of respondents
INFERENCE
From the above table it is inferred that the satisfaction level in Price preferred by
the customer 40% Dissatisfied,30 % is satisfied, and 30% highly satisfied.
INFERENCE
From the above table it is inferred that the Attractiveness level in minds of
customer is 34% Designs, 30 % Colour,18% Low cost , and 18 % Product availability.
80
60
Percentage
40 34% 30%
18% 18%
20
0
Designs Colour Product Low Cost
availability
No of Respondents
INFERENCE
From the above table it is inferred that 57% of the customers are using the
products for 2 years, 29 % of customers for 3 years and 14% for 4 years.
60 57%
50
40
29%
Percentage 30
20 14%
10
0
2 years 3 years 4 years
No of Respondents
INFERENCE
From the above table it is inferred that 64% of the customers are still sticking to
the same tiles product and 36% of the customers are shift to other products.
50
40 36%
Pe rce ntage
30
20
10
0
Yes No
No of Re spondents
INFERENCE
From the above table it is inferred that 68% of the customer say they will suggest
their friends and another 32% of the customer say that they won’t suggest their friends.
80 68%
60
Percentage
40 32%
20
0
Yes No
No of Respondents
X Y ( X-X ) X2 (Y- Y ) Y2 xy
X = 100 /2 =50
Y = 100 /2 =50
∑xy
r =
√∑x2×∑y2
r = 0.88192
Inference:
It is inferred that the variable still using the product Vs suggestion to friends to utilize
the product is positive between the variables.
CHI-SQUARE TABLE:
OBSERVED FREQUENCY:
EXPECTED FREQUENCY:
X2 = 15.0017
Inference:
Since Calculated value is lesser than the Tabulated value , the varience between Nature
of the product and Development expected in the purchase of brand is calculated and H 0
is accepted.
CHAPTER VI
It is inferred that 29%of customer choose Wall tiles, 41 % people prefer floor tiles
and 30% customer prefer staircase tiles.
It is inferred that 42 % respondents bought the goods for rupees 15 , 25% bought
for rupees 20 and 33% bought for rupees 10.
It is inferred that 57% respondents the price limit is not ideal And 43 % preferred
that it’s ideal.
It is inferred that 37% of the people prefer colour as their benefit get out of the
product, 31% people preferred shine and 32% people prefer Design.
It is inferred that 29% of people use the products in Outdoor, 19 % in Floor, 11%
in Wall and 35% in Indoor.
It is inferred that 35% in terms of Quality, 31% in terms of Price, 19% customer
prefer that the product should develop in terms of Colour, and 15 % in terms of
shape.
It is inferred that 27% of people suggest that the satisfaction level in quality is
good, 18% of people suggest as Excellent, 28% as not bad and 27% as Medium.
It is inferred that the 36% customer preferred the satisfaction level in availability
as Good, 21% as Medium ,23 % as Excellent and 20 % as not bad.
It is inferred that the 34%of the people suggest that the product have to improve
internally in Colour, 27 % in Size 23 % in Material and 16% in shape .
It is inferred that the Durability of the tiles product preferred by the customer is
42% Good, 25% not bad, 17% Medium and 16 % Excellent.
It is inferred that the satisfaction level in Price preferred by the customer 40%
Dissatisfied,30 % is satisfied, and 30% highly satisfied.
It is inferred that the Attractiveness level in minds of customer is 34% Designs,
30 % Colour,18% Low cost , and 18 % Product availability.
It is inferred that 57% of the customers are using the products for 2 years, 29 % of
customers for 3 years and 14% for 4 years.
It is inferred that 64% of the customers are still sticking to the same tiles product
and 36% of the customers are shift to other products.
It is inferred that 68% of the customer say they will suggest their friends and
another 32% of the customer say that they won’t suggest their friends.
CHAPTER VII
The price can be reduced by preparing the BX material by their own instead of
importing it from the main branch.
The company can introduced more colours and shape according to the need of the
customers.
The rate of sales of the tiles product can be increased by producing the tiles
product at cheaper rate with the same quality level when compared with the competitors
price limit.
6.2 CONCLUSION
In today’s knowledge based market, consumers are expecting more from the
marketers. With increased change in needs and expectation of the consumers, the
marketers need to be in close contact with the customers to learn their needs and satisfy
them with their needs for the product’s success.
From the study on the consumer behavior for the Dura Crete tiles of Aries
Industries Pvt Ltd. It was found that the concern has to produce more tiles of cheaper
cost with more designs & quality comparing with other manufacturers. Therefore the
concern has to concentrate more on producing Dura Crete tiles product with more added
features preferred by the consumers. On far with the tiles the producer has to stick on to
the quality preferred by customers.
To conclude, the study explores the market condition of the product and it infers a
good will among the consumers and it has to focus the areas where the consumers has to
be fulfilled.
CHAPTER VIII
The study only based on customer satisfaction level based on the Dura Crete tiles
product produced by the Aries Industries Pvt. Ltd.
The project throws light on the need for Customer satisfaction level so as to carry
out the organizational good in a perfect manner.
It will be helpful for the Management to identify the needs and wants customers
and to take decision to promote their business operation.
This project can be base for the students who are doing the project in the related
area and to the organization in viewing the worth of the customer satisfaction level.
ANNEXURE I
BIBLIOGRAPHY
BOOKS:
WEB SITES
www.google.com
www.ask.com
www.about.com
www.search.yahoo.com
ANNEXURE II
QUESTIONNAIRE
Name :
Age :
Occupation :
Location :
a. 10 b. 15 c. 20
a. Yes b. No
16. How long you are using Dura Crete tiles product?
a. 2 years b. 3 years c. 4 years
EXTERNAL EXAMINER
ABSTRACT
The study shows that the products of Aries Industries (P) Ltd, have a very good
name among the consumers and the only thing is that they have to incorporate the needs
of the customers then and there such that they can sustain in the market. To retain their
valuable customer, the concern has to interact and get feedback from the customer more
frequently.
TABLE OF CONTENTS
I INTRODUCTION
1
1.1 INTRODUCTION TO THE STUDY
2
1.2 COMPANY PROFILE
5
NEED FOR THE STUDY
II REVIEW OF LITERATURE 6
IV RESEARCH METHODOLOGY 19
VII CONCLUSION 49
APPENDICES
ANNEXURE-1 51
ANNEXURE-2 52
LIST OF TABLES
LIST OF CHARTS
S.no Table Table Name Page.No
no
1 5.1 Total budget spent on the project 24
ACKNOWLEDGEMENT
I express our sincere thanks and deep sense of gratitude to our Head of
Department Mr. S.JAYAKUMAR, Department of Management Studies for
providing me with an opportunity to study and for his encouragement, support and
guidance to complete this project work successfully.
Finally, I express our sincere thanks and deep sense of gratitude to my parents and
friends for giving timely advice in all the ways and in all aspects for the success of this
project work.