Customer Satisfaction

A project report
On
“CUSTOMER SATISFACTION”
Submitted in partial fulfillment of the requirement
for the award of the degree of
Master of Business Administration
Submitted by
P. DIVYA
Regd.no:Y9BU20022
MBA (2008-2010)
Under the guidance of

T. UMA MAHESWARA RAO
M.Com, MBA, MA ( Socio ),
MA ( Phil ), M.Sc ( Psy ), BL, PHD.
PROFESSOR & HOD

DEPARTMENT OF COMMERCE &BUSINESS ADMINISTRATION
ACHARYA NAGARJUNA UNIVERSITY
ACKNOWLEDGMENT
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Sometimes words fall short to show gratitude, the same happened with me
during this project. The immense help and support received from GIL
overwhelmed me during the project.
It is a great opportunity for me to work with Goldstone Infratech, pioneers in
the field of manufacturing Composite Insulators, a part of Goldstone Technologies.
I am extremely grateful to the entire team of Goldstone infratech ltd, who have
shared their knowledge with me and without whom the completion of this project
would have been virtually impossible.
My sincere gratitude to Mr. Adalath Srikanth (Company secretary,
Goldstone Infratech) for providing me with the opportunity to work with
Goldstone Infratech ltd as a company project guide who has provided me with the
necessary information and his valuable suggestion and comments on bringing out
this report in the best possible way.
I am highly indebted to Mr. A. NARENDRA who has provided me the
necessary information and his valuable suggestions and a good support in
understanding the basics of Goldstone Infratech easily.
In this context, as a student of the Nagarjuna University campus, Guntur.
First of all I would like to express my thank fullness to Prof. T. Uma Maheswara
Rao (Commerce and Business administration) Nagarjuna University for allowing
me to do such a worthwhile title (CUSTOMER SATISFACTION offered by
Goldstone Infratech) to work upon in Goldstone Technologies. I am also thankful
to my scholar Mr. Ratna Kishore who had helped me in this project.
DECLARATION
2
I do here by declare that the project report entitled “CUSTOMER
SATISFACTION offered by Goldstone Infratech” done in GOLDSTONE
INFRATECH LTD submitted by me to Acharya Nagarjuna University College,
Nagarjuna Nagar which is done by my own and was prepared upon the data and
information gathered during the preparation of project in Secunderabad.
I declare that this internship report has not been submitted earlier to any other
university or institute for the award of any degree or diploma. This internship
report has been submitted by me i.e., P. DIVYA, REGD.NO.Y9BU20022 in partial
fulfillment of the requirement for the award of MBA degree awarded by Acharya
Nagarjuna University.
Place: (P. DIVYA)

Date: REGD.NO.Y9BU20022
MBA (2008-2010)
ACHARYA NAGARJUNA UNIVERSITY COLLEGE
CERTIFCATE
ACHARYA NAGARJUNA UNIVERSITY
Nagarjuna Nagar
3
This is to certify that the project report entitled “CUSTOMER
SATISFACTION” done in GOLDSTONE INFRA TECH LTD;
SECUNDERABAD is being submitted by P. DIVYA, REGD.NO.Y9BU20022 in
partial fulfillment of the award of “MASTER OF BUSINESS
ADMINISTRATION” as per the requirement of Acharya Nagarjuna University
during the academic year 2008-2010.
Project guide:
T. UMA MAHESWARA RAO
M.Com, MBA, MA ( Socio ),
MA ( Phil ), M.Sc ( Psy ), BL, PHD.
Commerce & Business Administration
4
Acharya Nagarjuna University
CONTENTS
Chapter No. Chapter Title Page No.
CHAPTER 1 INTRODUCTION 06-19
1.1 INTRODUCTION TO CUSTOMER SATISFACTION
CHAPTER 2 OBJECTIVES & METHODOLGY 20-29
2.1 NEEDS & SCOPE OF THE STUDY
2.2 LIMITATIONS OF THE STUDY
CHAPTER 3 INDUSTRY PROFILE 30
COMPANY PROFILE 35
CHAPTER 4 FINDINGS, ANALYSIS & INFRENCE 52
CHAPTER5 RECOMONDATIONS & SUGGESTIONS 86
QUESTIONNAIRE 88
BIBLIOGRAPHY 91
CHAPTER-I
INTRODUCTION TO CUSTOMER SATISFACTION
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Customer satisfaction is one of the main objectives of any organization. Every
organization tries to know the customer satisfaction about their products. So a
study on customer satisfaction helps the organization as well as me to gain a vast
knowledge over the real world tastes and preferences of customer
Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyer’s expectations. In general satisfaction is a person’s feelings of
pleasure or disappointment resulting from comparing a products perceived
performance in relation to his or her expectations.
As this definition makes clear, satisfaction is a function of perceived performance

and expectations. If the performance falls short of expectations, the customer is
dissatisfied. If the performance matches the expectations, the customer is satisfied.
If the performance exceeds expectations, the customer is highly satisfied or
delighted.
Many companies are aiming for high satisfaction because customers who are
just satisfied still find it easy to switch when a better offer comes along. Those who
are highly satisfied are much less ready to switch. High satisfaction or delight
creates an emotional bond with the brand, not just a rational preference. The result
is high customer loyalty. Xerox’s senior management believes that a very satisfied
or delighted customer is worth 10 times as much to the company as a satisfied
customer. A very satisfied customer is likely to stay with Xerox many more years
and buy more than a satisfied customer will.
How do buyers form their expectations? From past buying experience, friends
and associates advice and marketers and competitors information and promises. If
marketers raise expectations too high, the buyer is likely to be disappointed, For
example, Holiday Inn ran a campaign a few years ago called ‘No Surprises’ Yet
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hotel guests still encountered a host of problems, and Holiday Inn had to withdraw
the campaign. However, if the company sets expectations too low, it won’t attract
enough buyers (although it will satisfy those who do buy).
Some of today’s most successful companies are raising expectations and

delivering performances to match. These companies are aiming for TCS- total
customer satisfaction. Xerox for example, guarantees ‘total satisfaction’ and will
replace at its expense any dissatisfied customer’s equipment within a period of
three years after purchase. Cigna advertises “Well never be 100% satisfied until
you are, too.” And one of Honda’s ads says: “One reason our customers are so
satisfied is that we aren’t.” Nissan invites potential infinity buyers to drop in for a
“guest drive” (not a “test drive”) because the Japanese word for customer is
“honored guest.” Look at what high satisfaction can do
Saturn In the late 1980s, Saturn (General Motors’ newest car division) changed the
whole buyer – seller relationship with a New Deal for car buyers There would be a
fixed price (none of the traditional haggling); a 30-day guarantee or money back;
salespeople on salary, not on commission (none of the traditional hard sell). Once a
sale is made, the sales staff surrounds the new owner for commemorative photo,
with everyone smiling. The company’s fifth anniversary celebration at the
Tennessee headquarters was attended by more than 4000 Saturn from all across the
country. Said Saturn’s president: “Saturn is more than a car it’s a whole new way
of doing things, of working with our customers and with one another.”
A customer’s decision to be loyal or to defect is the sum of many small encounters

with the company. Consulting firm Forum Corporation says that in order for all
these small encounters to add up to customer loyalty, companies need to create a
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“branded customer experience”. Here’s how Canadian Pacific Hotels, a chain with
27 properties, did just that.
1.2.1 Assuring Customer Satisfaction:
"Those who enter to buy, support me. Those who come to flatter, please me. Those
who complain, teach me how I may please others so that more will come. Only
those who hurt me are displeased but do not complain. They refuse me permission
to correct my errors and thus improve my service." - Marshall Field.
The attitude of the professional is summed up in this statement. It establishes the
customer as the person to whom you are responsible. Customers support you;
therefore, they deserve VIP treatment.
When your customers are happy, you are happy. When they complain, you are
unhappy, but you examine the complaint calmly and see it as an opportunity to
learn as well as satisfy their needs. The quote echoes the fear that customers will
not vocalize their dissatisfaction, but instead take their business elsewhere.
There's another quote that's even more important to salespeople and companies
immediately upon making a sale--
"The Sale Begins When the Customer Says...Yes."
In the old days, It used to be, "The Sale Begins When the Customer Says...NO,"
but that's a totally Inappropriate attitude to embrace in today's customer-driven
business environment.
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1.2.2 Keeping Your Customers Happy
Since your first concern is customer satisfaction you should be aware of some
emotional stumbling blocks in your path: selective perception, user error and
buyer's remorse.
Selective perception is the process in which a person sees only selected details
from the entire picture. This attention to detail is sometimes petty. For example, a
customer may have a new copying machine that works like a charm, but he is
irritated by the sound of the motor. He focuses only on what is wrong rather than
what is right.
This occurs because buyers expect their purchases to be perfect. Regardless of the
purchase price, they figure that for what they spent, they deserve perfection. When
you encounter someone who practices selective perception, evaluate the situation
to determine if the complaint is reasonable or exaggerated.
If it is exaggerated, try to resolve the problem by pointing out benefits and features
that compensate. Put the negative detail in a different perspective for your client so
that it becomes one small part of the total picture.
Many sales involve the installation of a new system or piece of equipment, and the
buyer or their employees must be trained to use it. Their successful use of the
equipment depends upon the effectiveness of the training, and it is imperative that
the salesperson follows through after the training period to make sure the client
uses the purchase properly.
It is not uncommon for people to forget 75 percent of what they hear after two
days. This can cause "user error", which will significantly affect the outcome of
your test and may prevent your client from reaching his success criteria.
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Often a client will be unhappy about a purchase and not realize that it is due to
improper operation. The more complex something is, the more training it requires
using it properly. In the interest of implementing the product quickly, users may
settle for incomplete training or become sloppy in their application of good
training. In any case, look for user error whenever a success criterion is not
reached.
"Buyer's remorse" refers to the regret that a buyer feels after making a purchase. It
could be caused by selective perception, user error, or the client's error. Whatever
the reason, the full benefits of the product are not realized.
Buyer's remorse can also be caused by the economics of the purchase: until the
benefits prove themselves to be cost effective, a buyer regrets having made the
purchase. It is the responsibility of the salesperson to assuage these fears by
assuring the client that his investment is wise and sound. Reiterate some of the
selling points that convinced him to buy it originally, present data, and put him at
ease.
1.2.3 Handling Customer Complaints
Whether your customer's complaint is legitimate or not, follow it up with a service

call. Whenever possible, do it personally instead of sending someone from the
customer service department. It provides the personal service that your customer
appreciates and it may obviate the need for a technician or serviceman to call. As
an alternative, both of you can go together to handle customer complaints. Keep
the following guidelines in mind:
1. Don't procrastinate making the call.
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Often the problem is not as serious as it sounds. Some customers "read the riot act"
when they call about a complaint. A delay in responding will only irritate your
client more.
2. Admit mistakes and apologize.
Just because you made the sale does not mean you can become defensive about
your company, product or service. Even the most reputable companies make
mistakes and have problems with their products. You may want to restate the
customer's complaint to show that you are listening and have an understanding of
the problem.
3. Show compassion for your customer.
Whether the complaint proves to be true or false, show your customer that you are
concerned and will investigate the problem immediately. Help the customer calm
down by saying, "I can understand why you feel the way you do."
4. Actively listen to your customer's complaint.
Talking will make him feel less anxious about it. Let your customer "vent" his
feelings before you react to the situation. Be sympathetic and encourage the
customer to "blow up." Afterward, he'll feel better; this means he'll be in a better
frame of mind.
5. Don't pass the buck to your company or someone else within it.
This may take the blame off you, but it undermines the integrity and organization
of the company, and your customer will lose confidence in your firm.
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1.2.4 Maintaining Customer Satisfaction
The philosophy behind maintaining your customers is simple; now that you have
them, maintain them. When you consider the amount of time and money invested
in them, you cannot afford to lose them. This investment goes beyond your
personal expenditures. It also includes your firm's advertising and marketing costs
to reach that particular market segment. Your customers, therefore, should be
treated as if the life of your business depended on them - which it does!
1.2.5 15 Ways to Keep Your Customer Satisfied
1. Show them that you think of them.
Send them helpful newspaper clippings or articles, cartoons related to their

business and "Here's an idea I thought you'd enjoy" notes. Send your clients
Christmas/New Year's cards, birthday cards, and thank you notes.
2. Drop by to show them new products and brochures and offer additional services.
Always make an appointment before making your call! Respect your clients' time
as you do your own.
3. Offer a sample gift to enhance the use of your product.
See how they are utilizing your product or service and suggest other ways that they
can benefit from it. They may not be realizing its full potential.
4. Offer "customer discounts" on new products or services to encourage additional

business.
5. When new employees are hired, offer to train them free of charge in the use of
your product.
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6. Repay or compensate them for lost time or money caused by problems
encountered with your product.
If you pinch pennies, your customer may do the same.
7. Be personal.
Record details about your client's life and enter these in your file. It's so much nicer
to say to someone, "How is Bob?" rather than, "How's your husband?"
8. Tell the truth.
Lies have a way of coming back to haunt you.
9. Accept returns without batting an eyelash.
In the long run, they are much less expensive than finding a new customer.
10. Be ethical.
Keep all your information about the account confidential.
11. Be certain that your company follows through on its commitment.
This includes delivery, installation, packaging, and so on.
12. Show your appreciation for their referrals by reporting back to them on the
outcome.
13. If your company has a newsletter, obtain permission from your successful
clients to write about them in it.
Naturally, you would send them a copy.
14. Keep track of their results with your product and meet periodically to review
the entire picture (their business, industry, trends, competition, etc.)
15. Keep the lines of communication forever open.
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As in any relationship, you must be able to exchange grievances, ideas praises,
losses, and victories.
What all of this comes down to is that you should be willing to "go the extra mile"
for your accounts. They extra effort you expend now will be repaid handsomely in
the future.
The bottom line in maintaining your clients is service, service and more service. Be
there for your customers and they'll want to stick with you. If you meet their needs,
they'll think twice before switching to another company, even if they've voiced
some serious concerns. "Make new clients, but keep the old. One is silver and the
other gold." Develop the "gold" you have and the silver may take care of itself.
END
1.2.6 Customer satisfaction measurement:
In the final phase of the project, research findings will be used to build a model of
customer satisfaction management for each customer segment. Ultimately, QIC
will be able to give its members an objective measurement of the industry's quality
as perceived by the customer. That overall index will serve as a benchmark on the
state of quality for the P/C industry. Members will also be able to use this
information to determine which areas of product and service performance have the
greatest impact on overall quality, and will be able to target improvement efforts in
an informed and efficient manner. For the first time, the industry as a whole will
have addressed customer-perceived value, as other sectors of the U.S. economy
have done.
"Voice of the system" preliminary research results
Surveys and in-depth interviews with industry leaders revealed general agreement
that the market is in a tumultuous state, with pricing very soft for all but the most
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catastrophic coverage. As revenue thins, expense concerns rise. Leaders cite
inefficiencies in technology and product delivery both within and across firms.
Coupled with this internal change, customer demands and expectations for value
and service continue to evolve.
The senior managers expressed genuine concern for customer-perceived quality

and value, as well as the need to better understand and measure it.
1.2.7 Customer Satisfaction in 7 Steps

It's a well-known fact that no business can exist without customers. In the business
of Website design, it's important to work closely with your customers to make sure
the site or system you create for them is as close to their requirements as you can
manage. Because it's critical that you form a close working relationship with your
client, customer service is of vital importance. What follows are a selection of tips
that will make your clients feel valued, wanted and loved.
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a customer.
If you're not used to this sort of thing it can be a pretty nerve-wracking experience.
Rest assured, though, it does get easier over time. It's important to meet your
customers face to face at least once or even twice during the course of a project.
My experience has shown that a client finds it easier to relate to and work with
someone they've actually met in person, rather than a voice on the phone or
someone typing into an email or messenger program. When you do meet them, be
calm, confident and above all, take time to ask them what they need. I believe that
if a potential client spends over half the meeting doing the talking, you're well on
your way to a sale.
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2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a
response to an email or phone call. It might not always be practical to deal with all
customers' queries within the space of a few hours, but at least email or call them
back and let them know you've received their message and you'll contact them
about it as soon as possible. Even if you're not able to solve a problem right away,
let the customer know you're working on it.
A good example of this is my Web host. They've had some trouble with server
hardware which has caused a fair bit of downtime lately. At every step along the
way I was emailed and told exactly what was going on, why things were going
wrong, and how long it would be before they were working again. They also
apologies repeatedly, which was nice. Now if they server had just gone down with
no explanation I think I'd have been pretty annoyed and may have moved my
business elsewhere. But because they took time to keep me informed, it didn't seem
so bad, and I at least knew they were doing something about the problems. That to
me is a prime example of customer service.
3. Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the phone.
This is very true. It's very important to be friendly, courteous and to make your
clients feel like you're their friend and you're there to help them out. There will be
times when you want to beat your clients over the head repeatedly with a blunt
object - it happens to all of us. It's vital that you keep a clear head, respond to your
clients' wishes as best you can, and at all times remain polite and courteous.
4. Have a Clearly Defined Customer Service Policy
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This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long run.
If a customer has a problem, what should they do? If the first option doesn't work,
then what? Should they contact different people for billing and technical enquiries?
If they're not satisfied with any aspect of your customer service, whom should they
tell?
There's nothing more annoying for a client than being passed from person to
person, or not knowing who to turn to. Making sure they know exactly what to do
at each stage of their enquiry should be of utmost importance. So make sure your
customer service policy is present on your site -- and anywhere else it may be
useful.
5. Attention to Detail (also known as 'The Little Niceties')
Have you ever received a Happy Birthday email or card from a company you were
a client of? Have you ever had a personalized sign-up confirmation email for a
service that you could tell was typed from scratch? These little niceties can be time
consuming and aren't always cost effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's
something. It shows you care; it shows there are real people on the other end of
that screen or telephone; and most importantly, it makes the customer feel
welcomed, wanted and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.
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Take this as an example: you're working on the front-end for your client's exciting
new ecommerce endeavor. You have all the images, originals and files backed up
on your desktop computer and the site is going really well. During a meeting with
your client he/she happens to mention a hard-copy brochure their internal
marketing people are developing. As if by magic, a couple of weeks later a CD-
ROM arrives on their doorstep complete with high-resolution versions of all the
images you've used on the site. A note accompanies it, which reads:
"Hi, you mentioned a hard-copy brochure you were working on and I wanted to
provide you with large-scale copies of the graphics I've used on the site. Hopefully
you'll be able to make use of some in your brochure."
Your client is heartily impressed, and remarks to his colleagues and friends how
very helpful and considerate his Web designers are. Meanwhile, in your office, you
lay back in your chair drinking your 7th cup of coffee that morning, safe in the
knowledge this happy customer will send several referrals your way.
7. Honor Your Promises
It's possible this is the most important point in this article. The simple message:
when you promise something, deliver. The most common example here is project
delivery dates.
Clients don't like to be disappointed. Sometimes, something may not get done, or
you might miss a deadline through no fault of your own. Projects can be late,
technology can fail and sub-contractors don't always deliver on time. In this case a
quick apology and assurance it'll be ready ASAP wouldn't go amiss.
Conclusion
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Customer service, like any aspect of business, is a practiced art that takes time
and effort to master. All you need to do to achieve this is to stop and switch roles
with the customer. What would you want from your business if you were the
client? How would you want to be treated? Treat your customers like your
friends and they'll always come back.
CHAPTER.II
OBJECTIVES OF STUDY
Primary objective:
 To study about the satisfaction of the Customers of Goldstone
Technologies Limited.
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Secondary objective:
1. To analyze the awareness of Composite Insulators of Goldstone
2. To study about the price which can attract the consumers?
3. To study about the various promotional activities that influences the
consumer.
To analyze the opinion of customers about storage and Packing.
RESEARCH METHODOLOGY
Research is defined as human activity based on intellectual application in the
investigation of matter. The primary aim for applied research is discovering,
interpreting, and the development of methods and systems for the advancement of
human knowledge on a wide variety of scientific matters of our world and the
universe. It is exploratory and often driven by the researcher’s curiosity, interest,
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and intuition. It is conducted without any practical end in mind, although it may
have unexpected results pointing to practical applications.
“Research means search for knowledge” some times it may refer to a
scientific and systematic search for pertinent information on a specific topic. In
fact research is an art of scientific investigation.
Red men and man define research as a
“Systematized effort to gain knowledge”.
TYPES OF RESEARCH:
To accomplish the objective of the study, descriptive research design is
adopted to collect the data from the consumers of the different brands. Descriptive
research simply describes things such as demography characteristics of consumers
who use the product. The descriptive study is typically concerned with determining
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frequency with which same thing occurs. This study is typically guided by initial
hypothesis.
DATA COLLECTION METHODS:
To accomplish the objective of the study, descriptive research design is
adopted to collect the data from the consumers of the different brands.
Descriptive researches simply describe things such as demography characteristics
of consumers who use the product. The descriptive study is typically concerned
with determining frequency with which same thing occurs. This study is typically
guided by initial hypothesis.
For any research these two types of data are necessary:
1. Primary data
2. Secondary data
Primary Data:
For this project the primary data is collected in four ways:
a) Through observations
b) Through discussion ( Department Heads & Executives )
c) Through questionnaires
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d) Through Sampling procedure
Secondary Data:
The secondary data is collected from various sources available with in the
organization like,
a) Organizational web site
b) Company Past records
c) Library books
d) Internet
e) Annual reports
f) Consulting administrative staff.
g) Consulting marketing Managers
SAMPLING:
“Sampling may be defined as the selection of an aggregate or totally on
the basis of which a judgment of reference about the aggregate of totally is made.
“Sampling is used in conducting surveys and in studying various problems
concerning production management, time and motion studies, market research,
various areas of accounting and finance and the like.
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Sample size:
For the project 50 customers were taken into consideration and they were
selected on the random basis.
Method of sampling:
The method of sampling, which selected, is “non probability convenience
sampling “. In this method the sample insights are chosen primarily on basis of
my convenience.
The sample technique adopted for carrying out the survey is stratified
random.
STATISTICAL TOOLS:
Statistical techniques are to obtain findings and average information in
logical sequence from the raw data collected. After tabulation of data research
have used the following quantitative technique.
• Percentage analysis
• Charts
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PERCENTAGE ANALYSIS
Percentage refers to special kind of ratio. This method is used as making
comparsion between two or more services of data. Persenatage are used to
decidable relationship. Persentage can also used to compare thge relative terries,
the distribution of two or more services of data
CHARTS
Bar charts and pie charts are used to get a clear look at the tabulated data.
NEED FOR THE STUDY
The need for the study of Goldstone Technologies Ltd taken place of consumer
perception will help the organization in determining their products as well as promotion
programs.
The project work is concerned with the study of market potential of Goldstone
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It is obvious that the Goldstone Technologies Limited, Composite Insulators are
used in various places with in the country. The various features established for the
Composite Insulators are more important.
The Composite Insulators are used in various places viz. Industries, State
Electricity Boards, Railways etc. Majority of the Goldstone Technologies Products are
exported to various states in the country.
Marketing research takes very vital role in knowing and understanding customer
needs and behaviors. Keeping in view the importance of customer satisfaction in creating
and monitoring the potential and present customers. So it made to undertake the study of
the industrial profile, especially satisfaction towards Composite Insulators in various
electricity boards.
So the survey deals with this every aspect of finding the reasons for
unacceptability of Goldstone Products. Whether the factors assessed by the management
have any influence on its failure and if so to what extent?
SCOPE OF THE STUDY
The scope of the study includes current market potential of Composite
Insulators with special reference to Goldstone Technologies Limited. The research
is useful for the company to take necessary steps for maintaining and improving
Composite Insulators market.
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1. This study is useful to analyze the market performance of Composite
Insulators.
2. Information about consumer perception on different brands of Composite
Insulators.
3. This study gives information about consumer awareness on Goldstone
4. This study is useful to know the impact of brand advertisement and
consumers.
5. To find out market potential based on age and qualification.
6. This study is useful to know the satisfaction level with different attributes
of Goldstone Technologies Limited.
7. The study is useful to know the consumer preference and their reasons to
prefer Goldstone Technologies Limited.
LIMITATIONS
The limitations occur when the project is done at Goldstone Technologies
Limited.
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1. Method of data collection was through personal interview and
therefore personal bias becomes a major limitation.
2. Due to the time constraints only a sample of 100 were
interviewed, hence the data collected may not be a representative of the
entire population
3. The scope of study is restricted only to the twin cities.
4. The respondents have answered the questionnaire with their level of
knowledge that may not be indicative of the actual situation.
5. Even though enough care was taken to make research error-free some
errors may have crept in.
6. Non-availability of the consumers at the time when the survey was
conducted
7. The sample size was restricted because of less private buyers.
8. Only the Industries are using the Composite Insulators.
9. Not all the respondents answered in an unbiased manner.
10.Access to all the records and files of the company were not possible at all
the times.
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11.Interaction with higher-level officials was limited due to their very busy
schedules.
INDUSTRY PROFILE
Electric power plays a vital role in the development of a country, for this
purpose there are so many power-generating units in India. As India is marching
fast towards industrial growth, the importance of power has grown. Most of the
Industries face the problem of frequent power cuts of breakdowns. We must have
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very good Composite Insulators. Composite Insulators play a vital role in smooth
supply of power where ever it is necessary.
In India, there are so many companies, which manufacture Composite
Insulators. There are around 34 companies, which manufacture Composite
Insulators. They are as under:
SINTEX INDUSTRIES LTD
Radiant Ele-Lite Company
SGIS INDUSTRIES
G.K.Xianghe Electricals PVT LTD
Bharath Electro Instrument MFG CO.LTD
Umamaheswari Electrical Components LTD
Goldstone Infratech LTD
Neminath Electricals
Texplas India PVT LTD
G.K.Electricals
Devataa Group of Companies
SP Electro Power Systems
Magnet Wires & Insulation
30
H-L Electrical Insulation Material Plant CO.LTD
Gayatri Insulating PVT LTD
Chhaperia International Company
Sanyam’s
M.C.Mowjee & Co
Mehra Organics
A.M.Global
Choudhary Trade Link
SGSSL
Choice Precitech India Pvt. Ltd.
POLYNATE FOAMS PRIVATE LIMITED
M.C.Mowjee & Co.
UMAMAHESWARI ELECTRICAL COMPONENTS PVT LTD
SHIVAM CORPORATION
Umamaheswari Electrical Components Pvt Ltd
JENI ELECTRICALS
Aman Electric Company
Beico Industries Ltd
Indu Nissan Oxo Chemical Ind. Ltd.
31
Gayatri Enterprises
Lamtuf Plastics Ltd.
The Composite Insulators market is estimated around Rs 1500 crores and
is showing at the rate 2% p.a.
There is severe competition among the manufacturers of
Composite Insulators. All these companies try to cater to the needs of Electricity
Boards and private enterprises within the country. All these Electricity Boards
and private enterprises call the companies for tenders. State Electricity Boards,
Governments Organizations and Private Electrical Contractors do purchase of
Composite Insulators through tendering process, Tender Notifications are issued
in Newspapers, Journals, and Internet etc.
The price charged by the companies manufacturing Composite Insulators
may vary. Most of the companies ask for firm prices.
The packing is mainly done in wooden case create to prevent damaged
during transport as per customer requirements. These are loaded into containers
for export.
Goldstone Infratech Limited is one of the important manufactures of
Composite Insulators and other electrical equipment. Goldstone Infratech
32
Limited is changed from Goldstone Teleservices in the year 31 Oct 2007 with a
turnover of Rs. 280 million against Rs.108 million registering a growth of 260%,
by the end of second quarter. There has been a rise in net profit from Rs.10.1
million to Rs 41.2 million registering a growth of 400%. The turnover has
increased from there on by expanding capacities and also introducing new
products and crossed the prestigious Rs.100crores mark.
Single Phase, Power, CSP, Cast Resign Composite Insulators and Voltage
Boosters and now amorphous metal Composite Insulators are added to product
mix as a part of growth strategy.
Over years competition has increased considerably with mushrooming of
several manufactures in every state consequently resulting in pressure on
profitability.
Goldstone Infratech Limited has introduced completely self-protected
Composite Insulators again as a part of strategy to fight competition and obtained
a sizable share of market form APSEB.
The scenario in domestic market is fast changing by the opening up of
power sector to private entrepreneurs. So all the companies began to expand its
operations to industrial and other segments in a significant manner one side and
exploit the emerging business operations.
33
Goldstone Infratech Limited is also concentrating on promotion and
introduction of Composite Insulators to fight competitors and where they have an
advantage of high capacity with which they can offer early deliveries.
Most of the companies began to enter in the export market. As the
competition in the domestic market has reached a peak point, all the companies
began to look towards the export market. So that’s why Goldstone Infratech
Limited has decided to become a dominant player in the global Composite
Insulators market and set to achieve this goal in the next few years.
Goldstone Infratech Limited has started focusing on the export market of
Composite Insulators. It is presently executing an export order valued at Rs.10
million to Kenya and expects exports to contribute sizable revenues next year.
COMPANY PROFILE
GOLDSTONE TECHNOLOGIES AT A GLANCE
34
Goldstone Infratech Limited (GIL), is a part of
diversified Goldstone Group which has major
interest in manufacturing, ITes, IPTV, Digital
Media and Real estate.
Goldstone Infratech Limited (GIL) is pioneer
in design and manufacturing Composite Insulators in
the country for use in Transmission and Distribution,
Railway Traction networks. The company is also setting up plant to manufacture
corrosion protective sleeves for oil and gas pipelines. The company is having its
own R&D center and manufacturing facility at Cherlapally.
Goldstone pioneered the revolution in Insulator technology in India
through extensive in-house R&D of Composite Insulators (Polymer Insulators) of
superior quality and performance as a substitute for the existing Ceramic
Insulators.
Goldstone produced world class Composite Insulators conforming to
international specifications and standards for application in power transmission,
distribution and railway traction networks. Goldstone manufacturing range
35
includes 10 kV to 400 kV insulators, caters to distribution & transmission lines of
Power Utilities & Railways.
Goldstone Teleservices Limited (GTSL) is a part of the highly diversified
Goldstone Group, with major interests in Cables, Cable Closures & Accessories,
Composite Insulators, BPO and Software Solutions.
Goldstone Teleservices Limited (GTSL) is an ISO-9001:2000 certified
comp. And its R & D Center is recognized by the Department of Scientific and
Industrial Research, Govt. of India.
GTSL is the largest manufacturer and suppliers of Heat Shrinkable
Telecom Cable Closures and other Telecom accessories in India.
Goldstone Teleservices Limited (GTSL) is a public listed company. GTSL
is currently traded on the Bombay Stock Exchange (BSE), the National Stock
Exchange (NSE) as well as it was traded on the Ahmadabad, New Delhi, Chennai
and Hyderabad Stock Exchanges in India.
Its BPO Services offers fully blended multimedia based contact center
providing in & out-bound call center and back office supporting processes.
Goldstone Teleservices Limited, which has become a market leader
through creative technologies, has ventured into Composite Insulators, as a result
36
of its commitment to excellence. Composite Insulators are well used across the
globe as a significant technology breakthrough. The company has ambitious
plans to manufacture and develop value added products in the Power sector &
Railways, featuring exclusive characteristics that exceed all the present
requirements of the utility business around the world at most competitive pricing.
Research & Development:
Research & Development
center, which is recognized by the
Department of Scientific & Industrial
Research (DSIR), Ministry of Science
and Technology, Government of India, is the active nerve center for keeping
Goldstone in a dynamic high-tech status.
Spurred by the urge to develop new products - R & D team comprising
talented and well experienced Polymer technologists, Electrical and Mechanical
Engineers is exclusively dedicated to being a dependable resource of your critical
and technology oriented products.
37
Research & Technology development Center is equipped with:
All advanced facilities for developing high performance polymer
compound based on synthetic elastomers, plastics, polymer blends and alloys,
Composite.
• Full Range of facilities for testing
• Various Mechanical Properties
• Various Electrical Properties
• Weather & Ageing Resistance
• Fire Properties
• Hydrophobicity of Polymer compounds
Research & Technology development Center selects projects on
developing of technology for manufacturing of some product which is not yet
manufactured in India.
Recently R&D completes two projects:
• Development of technology for manufacturing high
performance Polymer Compound for EHV Composite Insulators.
• Developed a field of Joint Coating System for Oil & Gas
Pipeline protection.
38
And both are the very first time in India.
Future projects for R&D:
The Company is planning to manufacture & develop value added products
in the Power & Energy sector.
10 -15 KV COMPOSITE INSULATORS
Nominal Nominal Section Rated Wet power Dry

System System Length Mechanical freq. 1 min. lighting
Voltage Voltage mm tensile load withstand impulse
kV kV kN voltage withstand
kV voltage
39
kV
11 307 274 45 35 75
11 450 430 70 48 100
11 360 330 70 42 100
11 450 430 100 48 100
11 500 430 100 48 100
11 450 430 100 48 100
13 415 341 70 70 100
13 418 360 70 35 100
* The design and material of end fittings as per Standard / Customer requirements.
22 -28 kV COMPOSITE INSULATORS
40
Nominal Min. Section Rated Wet power Dry
System Creepage Length Mechanical freq. 1 min. lighting
Voltage Distance mm tensile load withstand impulse
kV mm kN voltage withstand
kV voltage
kV
22 603 425 60 60 140
22 568 333 65 60 140
22 850 444 70 60 140
22 635 444 70 60 140
22 580 349 70 60 140
22 817 37 70 60 140
22 580 349 80 60 140
22 708 365 80 60 140
22 657 378 80 60 160
22 622 458 95 60 160
22 850 444 100 60 140
23 645 442 70 70 204
25 643 451 70 110 200
* The design and material of end fittings as per Standard / Customer requirements.
25 kV 9 TONNE INSULATORS:
41
Technical Normal zone
Particulars:
Const Core Material : FRP Rod
Polymer Material : Silicone Rubber compound
ruction Method of Manufacture : Direct Moulding of Solicone Rubber over
FRP rod
Metal end fittings : MCI / SCGI
Method of connecting
Metal Fitting with FRP : Crimping
rod
Specification Railway Standard :TI/SPC/OHE/INSCOM/0991
Issued by Research Designs and
Standards Organization, Ministry of Railways,
India.
International :IEC: 61109-1992
Standard
Technical Normal zone
Particulars:
Electrical Dry lighting impulse with-stand : 240kvp for positive Polarity
Characteristics Voltage 260kvp for Negative Polarity

Wet power frequency with-stand : Vertical Mounting : 100kVp
Voltage (rms)
Horizontal Mounting :
125kVp (rms)
Mechanical Minimum failing tensile load : 9900kgf
Minimum failing bending moment : 210kg.m.
Characteristic
Profile Parameters The profile parameters of these insulators meet the requirements of
IEC:815.
Specific Creepage 16mm/kV for standard (Normal) zone
42
Distance 20mm/kV for Polluted zone
Guaranteed 850mm (Min) for Standard (Normal) zone
Creepage Distance 1050mm (Min) for Polluted Zone

Dimensions As per Railway Standard.
Inter changeable with existing Ceramic Insulators
Technical POLLUTED ZONE
Particulars:
Core Material : FRP Rod
Polymer Material : Silicone Rubber compound
Construction Method of : Direct Moulding of Solicone Rubber
Manufacture over FRP rod

Metal end fittings : MCI / SCGI
Method of
connecting : Crimping
Metal Fitting with
FRP rod
Specification Railway Standard :TI/SPC/OHE/INSCOM/0991
Issued by Research Designs and
Standards Organization, Ministry of
43
Railways, India.
International :IEC: 61109-1992
Standard
Technical Particulars: POLLUTED ZONE
Electrical Dry lighting impulse with-stand : 240kvp for positive Polarity
Characteristics Voltage 260kvp for Negative Polarity

Wet power frequency with-stand : Vertical Mounting : 100kVp
Voltage (rms)
Horizontal Mounting : 125kVp
(rms)
Mechanical Minimum failing tensile load : 9900kgf
Minimum failing bending moment : 210kg.m.
Characteristic
Profile Parameters The profile parameters of these insulators meet the requirements of
IEC:815.
Specific Creepage 16mm/kV for standard (Normal) zone
Distance 20mm/kV for Polluted zone

Guaranteed Creepage 850mm (Min) for Standard (Normal) zone
Distance 1050mm (Min) for Polluted Zone

Dimensions As per Railway Standard.
Inter changeable with existing Ceramic Insulators
44
FACTORS CERAMIC COMPOSITE
Resistance to Low High
flashovers in Polluted
atmosphere.
Resistance to puncture Puncturable Not puncturable
(Class: B insulators)
Resistance to Low High
Cracking and Erosion
in Polluted
atmosphere.
Contamination & Highly affected Performance not affected
Pollution
Hydrophobicity Non hydrophobic. Unique Hydrophobicity
character.
Self cleaning property Due to Glaze and Due to Hydrophobicity
inclination of sheds. recovery characteristic.

FACTORS CERAMIC COMPOSITE
Maintenance Needs maintenance like No maintenance is required
cleaning, washing,
greasing.
Weight More 10% to 35% of Ceramic
45
Insulator
Resistance to Breakable in Vandalism Unbreakable
breakage and prone areas
Vandalism
Artificial Pollution Mandatory Not applicable
Test
Power Arc Test Mandatory Not mandatory
INJECTION MOLDING
Polymeric housing is a single piece, directly
injection molded over FRP rod using a new
generation machine with microprocessor
based controls. The housing is securely
bonded to the FRP core throughout the
length of the housing.
46
CRIMPING
Specialized crimping equipment with
microprocessor based control is used to
provide uniform and consistent product.
Crimping is verified through an extensive
QA tests.
High Voltage Test
Goldstone has an excellent testing facility and
its high voltage laboratory can perform Power
Frequency Voltage flash over / withstand test
for both dry and wet conditions as per the
specifications.
Thermal Mechanical Test

47
The Thermal Mechanical test setup is a low /
high temperature chamber operating between
-40°C to +60°C with Microprocessor
Controller and Computer interface. A
Hydraulic system with power pack of 20 Ton
capacity loading arrangements is provided to
the chamber to conduct the design tests on
Insulator as per IEC – 61109
Test for Curing Characteristics of polymer
Compound
Sample from each batch of high performance
polymer compound is tested in ODR to get
full spectrum of curing characteristics at a
particular temperature.
48
Mechanical Test
To ensure the product durability and
mechanical strength, Goldstone has a
specially designed Universal Testing Machine
of 600kN (60 Ton) capacity with tensile
clearance of 1800 mm and computer
interface. All the insulators can be tested as
per IEC-61109 and tested for customer's
requirements of mechanical strength.
49
Goldstone manufacturing facility at
Hyderabad with built-up area of
80,000 sq.ft has an excellent storage
capacity and sufficient stock levels are
always maintained to ensure
immediate dispatches to our esteemed
customers.
50
CHAPTER.IV
FINDINGS, ANALYSIS & INFERENCE
1. OPINION OF CUSTOMERS ON PRODUCT AVAILABILITY.
PERCENTAGE ANALYSIS:
This table shows the customer opinion concerning the Availability of Goldstone
Infratech Ltd Composite Insulators.
OPINION NO. Of RESPONDENTS PERCENTAGE

Excellent 20 40%
Good 26 52%
Fair 4 8%
Poor 0 0
Total No. of Respondents 50 100%
Analysis:
40% are feeling that the product availability is Excellent,
52% of the product availability is good,
8% of the product availability is fair,
None of them had faced poor product availability.
Inference:
The above analysis depicts that the majority of customers feel that the product
availability of Goldstone Infratech Limited Composite Insulators is good.
51
CHART ANALYSIS:
No of respondents
60
50
40
30
Opinion
20
10
0
Excellent Good Fair Poor
Opinion of the respondents
In the above graph, X-axis represents opinion and Y-axis represents No. of
respondents.
Inference:
The above analysis depicts that the majority of customers feel that the product
availability of Goldstone Infratech Limited Composite Insulators is good.
Conclusion:
The firm should take every necessary measure to contiue the existing ways of
making the product available. This will increase the number of satisfied customers.
2. OPINION OF THE CUSTOMERS ON QUALITY OF PRODUCTS.
52
This table shows the customer opinion concerning the Quality of Goldstone

Excellent 32 64%
Good 13 26%
Fair 5 10%
Poor - -
Analysis:
From the above it can be observed that
64% of the customers are feeling that the quality is Excellent,
26% of the customers feel that the quality is good,
10% of the customers feel that the quality is fair,
None of them are there to say Quality is not good.
Inference:
The above analysis depicts that the majority of the customers feel that the quality
of Goldstone Infratech Limited Composite Insulators is Excellent.
CHART ANALYSIS:
70
No of respondents
60
50
40
30
20 53
10
0
In the above graph, X-axis represents opinion and Y-axis represents
No’ of respondents.
Inference:
The above analysis depicts that the majority of the customers feel that the quality
of Goldstone Infratech Limited Composite Insulators is Excellent.
Conclusion:
As most of the customers of the firm perceive the quality of the products to be
excellent, the firm should ensure to maintain the same standards. This action will increase
the loyalty of the customers towards the firm and its products
3. CUSTOMERS OPINION ON FEATURES OF PRODUCTS.
This table shows the customer opinion concerning the Features of Goldstone
54
Excellent 31 62%
Very Good 11 22%
Good 8 16%
Poor - -
Analysis:
From the above it can be observed that,
62% of the custmers are feeling that the features of Insulators is Excellenet,
22% of customers are feeling that the features of Insulators is very good, and
16% of them are the opinion that the features of Composite Insulators is good. However,
there are no respondents to quote the features of Composite Insulators are poor.
Inference:
The above analysis depicts that majority of the customers feel that the overall
efficiency of Goldstone Infratech Ltd Composite Insulators is satisfactory.
CHART ANALYSIS:
70
No of respondents
60
50
40
30 Opinion
20
10
55
respondents.
Inference:
The above analysis depicts that majority of the customers feel that the overall
efficiency of Goldstone Infratech Limited Composite Insulators is satisfactory.
Conclusion:
As most the customers are of the opinion that the efficiency of the firms products
is good, the company should ensure to continue the same standards of efficiency further.
4. OPINION OF CUSTOMERS ON PACKAGING OF PRODUCTS.
This table shows the customer opinion concerning the Packing of Goldstone

Excellent 18 36%
Good 21 42%
Satisfaction 9 18%
56
Dissatisfaction 2 4%
Analysis:
From the above we can be observed that,
36% are feeling that Goldstone Technologies packaging is Excellent,
42% are feeling that the Goldstone Technologies packing is good,
18% are feeling that the Goldstone Technologies Packaging is Satisfactory and
4% of the customers are dissatisfied with the packing.
Inference:
The above analysis depicts that the majority of customers feel that the packaging
of Goldstone Infratech Limited Composite Insulators is good.
CHART ANALYSIS:
No of respondents
45
40
35
30
25
20 Opinion
15
10
5
0
Excellent Good Satisfaction Dissatisfaction
57
respondents.
Inference:
Conclusion:
The firm should take certain necessary steps to give even better packaging than the
existing one to completely wipe out the dissatisfied customers. However by giving better
packaging to products customers will be satisfied to the hilt.
5. AWARENESS ON ALL PRODUCTS OF COMPOSITE INSULATORS.
This table shows the customer opinion concerning the Awareness of all Goldstone

Well aware 22 44%
More aware 16 32%
Few known 12 24%
Don’t know - -

Analysis:
58
44% are well aware about the Goldstone Technologies products,
32% are more aware about the Goldstone Technologies products,
18% are few known about the Goldstone Technologies products, and
No one has in the list of Don’t about Goldstone products.
Inference:
The above analysis depicts that the majority of customers aware about the
Goldstone Infratech Limited Composite Insulators.
CHART ANALYSIS:
No of respondents
45
40
35
30
25
20 Opinion
15
10
5
0
Well aware More aware Few known Don’t know
respondents.
59
Inference:
The above analysis depicts that the majority of customers awre about the
Goldstone Infratech Limited Composite Insulators.
Conclusion:
Firm should aware the people about our products. This will improves the firms
credibility as well as it will changes the most known customers to well known customers.
Then automaticlly it will leads to sales promotion.
6. WHAT IS OUR RANKING COMPARED WITH THE SIMILAR PRODUCTS
ON THE MARKET
This table shows the customer opinion concerning the Ranking of Goldstone
Infratech Ltd Composite Insulators on the market.

Excellent 22 44%
Good 16 32%
Satisfaction 10 20%
Analysis:
From the above we can observed that,
44% are feeling that Goldstone Technologies Ranking in market is Excellent,
32% are feeling that the Goldstone Technologies Ranking in market is good,
20% are feeling that Goldstone Technologies Ranking in market is Satisfactory and
60
4% of the customers are dissatisfied with the Ranking in market.
Inference:
The above analysis depicts that the majority of customers feel that the Ranking of
Goldstone Infratech Limited Composite Insulators is Excellent.
CHART ANALYSIS:
No of respondents
45
40
35
30
25
20 Opinion
15
10
5
0

Excellent Good Satisfact
respondents.
Inference:
The above analysis depicts that the majority of customers feel that the Ranking of
Goldstone Infratech Limited Composite Insulators is Excellent.
Conclusion:
61
The firm should take certain necessary steps to give even better Ranking than the
existing one to completely wipe out the Market standards. However by giving better
Ranking to products customers will be satisfied to the hilt.
7. HOW ABOUT THE RELIABILITY (BEING WRITTEN ON EACH BURNER)
TO OUR PRODUCTS？
This table shows the customer opinion concerning the Reliability of Goldstone

Excellent 20 40%
Good 20 40%
Satisfaction 8 16%
Analysis:
36% are feeling that Reliability on Goldstone Technologies products are Excellent,
42% are feeling that Reliability on Goldstone Technologies products are good,
18% are feeling that Reliability on Goldstone Technologies products are fair, and
4% of the customers are dissatisfied with the Reliability.
62
Inference:
CHART ANALYSIS:
40
No of respondents
35
30
25
20
Opinion
15
10
5
0
Opinion of the respondents Excellent Good Satisfact

respondents.
Inference:
The above analysis depicts that the majority are feel that the Reliability of
Goldstone Infratech Limited Composite Insulators is Excellent & Good.
Conclusion:
The firm should take certain necessary steps to give even better Reliability than
the existing one to completely wipe out the dissatisfied customers. However by giving
better Reliability to products customers will be satisfied to the hilt.

63
8. WHAT ABOUT THE COMPATIBILITY (PLAY BACK
SUCCESSFULLY) OF OUR PRODUCTS？
This table shows the customer opinion concerning the Compatibility of Goldstone

Excellent 22 44%
Good 20 40%
Satisfaction 8 10%
Analysis:
From the above we can observe that,
36% are feeling that Goldstone Technologies Compatibility is Excellent,
42% are feeling that the Goldstone Technologies Compatibility is good,
18% are feeling that the Goldstone Technologies Compatibility is Satisfactory and
4% of the customers are dissatisfied with the Compatibility.
Inference:
The above analysis depicts that the majority of customers feel that the
Compatibility of Goldstone Infratech Limited Composite Insulators is Excellent.
CHART ANALYSIS:
64
40
35
No of respondents
30
25
20
Opinion
15
10
5
0

respondents.
Inference:
The above analysis depicts that the majority of customers feel that the
Compatibility of Goldstone Infratech Limited Composite Insulators is good.
Conclusion:
The firm should take certain necessary steps to give even better Compatibility than
the existing one to completely wipe out the dissatisfied customers. However by giving
better Compatibility to products customers will be satisfied to the hilt.
9. OPINION OF CUSTOMERS ON PRICE OF THE PRODUCT
65
This table shows the customer opinion concerning the Pricing of Goldstone

Very High 23 46%
High 15 30%
Reasonable 12 24%
Low - -
Findings:
From the above graph we can be observed that,
46% of the custmers are feeling that product price is very high,
30% of them feel that the price of the product is high,
24% of them feel that the price is reasoable &
None of them are of the opinion that the price is low.
Inference:
The above analysis depicts that majority of the customers feel that price of the
product is abnormal or very high.
CHART ANALYSIS:
No .of Respondents
Very High High Reasonable Low

66
In the above graph, x-axis represents opinion and y-axis represents No. Of
respondents.
Inference:
The above analysis depicts that majority of the customers feel that price of the
product is abnormal or very high.
Conclusion:
Since most of the customers strongly feel that the prices of the products are high,
the firm should reduce the prices to affordable level. This will lead to increase in sales
and will enhance the customer satisfaction levels.
10. HAVE THESE DISTRIBUTING CHANNELS ARE AVILABLE TO
YOU?
This table shows the customer opinion concerning the Distributing channels of
Goldstone Infratech Ltd Composite Insulators.

Most available 16 32%
67
More available 18 36%
Available 10 20%
Not available 6 12%
Analysis:
32% Distributing channels are Most available to the customers,
36% Distributing channels are More available to the customers,
20% Distributing channels are Available to the customers and
12% Distributing channels are Not available to the customers.
Inference:
The above analysis depicts that the majority of customers feel that the Distributing
channels are More available.
CHART ANALYSIS:
40
No of respondents
35
30
25
20
Opinion
15
10
5
0
Most available More available Available Not available
68
respondents.
Inference:
The above analysis depicts that the majority of customers feel that the Distributing
channels are More available.
Conclusion:
The firm should take certain necessary steps to give even better Distributing
channels than the existing one to completely wipe out the dissatisfied customers.
However by giving better Distributing channels to customers will be satisfied to the hilt.
11. HOW DO YOU RATE OUR DELIVERY ON TIME PERFORMANCE
AND OUR COMMITMENT TO MEET YOUR DELIVERY EXPECTATIONS?
This table shows the customer opinion concerning the Delivery rate of Time
performance & Commitment.

Excellent 18 36%
Good 21 42%
Satisfaction 9 18%
69
Analysis:
36%, Delivery rate of Time performance & Commitment is Excellent,
42%, Delivery rate of Time performance & Commitment is Good,
18%, Delivery rate of Time performance & Commitment is Satisfied, and
4%, Delivery rate of Time performance & Commitment is Dissatisfied,
Inference:
The above analysis depicts that the majority of customers feel that the Delivery
rate of Time performance & Commitment is good.
CHART ANALYSIS:
45
No of respondents
40
35
30
25
20 Opinion
15
10
5
0

respondents.
70
Inference:
The above analysis depicts that the majority of customers feel that the Delivery
rate of Time performance & Commitment is good.
Conclusion:
The firm should take certain necessary steps to give even better Delivery rate of
Time performance & Commitment than the existing one to completely wipe out the
dissatisfied customers. However by giving better Delivery rate of Time performance &
Commitment to customers will be satisfied to the hilt.
12. CAN OUR COMOSITE INSULATORS WORKING PROPERLY?
This table shows the customer opinion concerning the Working nature of
Goldstone Infratech Ltd Composite Insulators.

Excellent 30 60%
Good 15 30%
Satisfaction 5 10%
Dissatisfaction - -
Analysis:
60% are feeling that Working nature composite insulators are Excellent,
30% are feeling that Working nature composite insulators are good,
71
10% are feeling that Working nature composite insulators are Satisfactory and
No customers are dissatisfied with the Working nature.
Inference:
The above analysis depicts that the majority of customers feel that the Working
nature of Goldstone Infratech Limited Composite Insulators is good.
CHART ANALYSIS:
60
No of respondents
50
40
30
Opinion
20
10
0

respondents.
Inference:
The above analysis depicts that the majority of customers feel that the Working
nature of Goldstone Infratech Limited Composite Insulators is good.
Conclusion:
72
The firm should take certain necessary steps to give even better Working nature
than the existing one to completely wipe out the dissatisfied customers. However by
giving better Working nature to products customers will be satisfied to the hilt.
13. DO YOU FELL THE STYLE AND ATTRACTIVENESS TO OUR
WEBSITE？
This table shows the customer opinion concerning the Style & Attractiveness of
Goldstone Infratech Ltd Website.

Excellent 18 36%
Good 16 32%
Satisfaction 9 18%
Analysis:
36% are feeling that Style & Attractiveness of Goldstones Website is Excellent,
32% are feeling that Style & Attractiveness of Goldstones Website is Good,
18% are feeling that Style & Attractiveness of Website is Satisfactory and
14% of the customers are dissatisfied with the Style & Attractiveness of Website.
73
Inference:
The above analysis depicts that the majority of customers feels that the Style &
Attractiveness of Website is Excellent.
CHART ANALYSIS:
40
No of respondents
35
30
25
20
Opinion
15
10
5
0

respondents.
Inference:
The above analysis depicts that the majority of customers feels that the Style &
Attractiveness of Website is Excellent.
Conclusion:
The firm should take certain necessary steps to give even better Style &
Attractiveness of Website than the existing one to completely wipe out the dissatisfied
74
customers. However by giving better Style & Attractiveness of Website to customers
will be satisfied to the hilt.
14. DOES OUR WEBSITE PROVIDE THE KIND OF INFORMATION
THAT YOU NEED?
This table shows the customers opinion concerning the Information provided by
the Website of Goldstone Technologies.

Excellent 25 50%
Good 20 40%
Satisfaction 5 10%
Analysis:
50% are feeling that Information provided by the Goldstones Website is Excellent,
40% are feeling that Information provided by the Goldstones Website is Good,
10% are feeling that Information provided by the Goldstones Website is Fair and
None of them are bad about the Information provided by the Goldstones Website.
Inference:
The above analysis depicts that the majority of customers feel that the Information
provided by the Goldstones Website is Excellent.
75
CHART ANALYSIS:
50
No of respondents
45
40
35
30
25
20 Opinion
15
10
5
0
E x c e lle n tG o o dSatisfa
Opinion of the respondents:
respondents.
Inference:
The above analysis depicts that the majority of customers feel that the Information
provided by the Goldstones Website is Excellent.
Conclusion:
The firm should take certain necessary steps to give even better providing
information in the Website than the existing one to completely wipe out the dissatisfied
customers. However by giving better providing information in the Website to customers
will be satisfied to the hilt.
15. DO YOU NEED TECHNICAL IMPROVEMENT TO COMPOSITE
INSULATORS PRODUCTS?
76
This table shows the customer opinion concerning the need of technological
improvement of Goldstone Infratech Ltd Composite Insulators.

Lot of need 8 16%
More need 6 12%
Fair need 20 40%
No need 16 32%
Analysis:
16% are feeling that there is lot of need in technological improvement,
12% are feeling that there is more need in technological improvement,
40% are feeling that there is fair need in technological improvement, and
32% of them are felt that there is no need in technolgical improvement.
Inference:
The above analysis depicts that the majority of customers feel that there is no need
in technolgical improvement.
CHART ANALYSIS:
40
No of respondents
35
30
25
20
Opinion
15
10 77
5
0
Lot of need More need Fair need No need
respondents.
Inference:
The above analysis depicts that the majority of customers feel that there is no need in
technolgical improvement.
Conclusion:
The firm should take certain necessary steps to give better Technology than the
Technology to products customers will be satisfied to the hilt.
16. WHICH ADVERTISING MEDIA IS ATTRACTED TO YOU
MOST?
This table shows the customer opinion concerning the Attracted Advertising
Media of Goldstone Infratech Ltd Composite Insulators.
78
Journals 12 24%
Newsletters 13 26%
Own Website 11 22%
B2B Portals, Other famous sites 14 28%
Analysis:
24% are Attracted by the Journals of Goldstone Technologies,
26% are Attracted by the Newsletters of Goldstone Technologies,
22% are Attracted by the Own Website of Goldstone Technologies, and
28% are Attracted by the B2B Portals & Other famous sites.
Inference:
The above analysis depicts that the majority of customers Attracted by the B2B
Portals & Other famous sites like Alibaba, Google.
CHART ANALYSIS:
30
No of respondents
25
20
15
Opinion
10
5
0
Journals Newsletters Own Website B2B Portals,

Other famous sites
79
respondents.
Inference:
The above analysis depicts that the majority of customers Attracted by the B2B
Portals & Other famous sites like Alibaba, Google.
Conclusion:
The firm should take certain necessary steps to attract by the even better
Advertising Media than the existing one to completely wipe out the dissatisfied
customers. However by improving better Advertising media to customers will be satisfied
to the hilt.
17. DOES OUR MATERIALS IN OUR GOLDSTONE INFRATECH
LTD BE KEPT MOST UP-TO-DATE？
This table shows the customers who need the Up to date of Goldstone Infratech
Ltd Composite Insulators.
WHO NEED
Technology 14 28%
Advertising 18 36%
Testing 9 18%
Storing 2 4%
Packaging 8 16%
80
Analysis:
28% are needed of Technology of Goldstone Technologies products,
36% are needed of Advertising of Goldstone Technologies products,
18% are needed of Testing of Goldstone Technologies products and
4% are needed of Storing on Goldstone Technologies products.
16% are needed of Packaging on Goldstone Technologies products
CHART ANALYSIS:
40
No of respondents
35
30
25
20
Opinion
15
10
5
0
Technology Advertising Testing Storing Packaging
respondents.
Inference:
The above analysis depicts that the minority of customers only feels that the up-to-date is
needed of Goldstone Infratech Limited Composite Insulators.

81
Conclusion:
The firm should take certain necessary steps to give better up-to-date than the
up-to-date to products then customers will be satisfied to the hilt.
CHAPTER-V
RECOMONDATIONS & SUGGESTIONS
RECOMONDATIONS:
It is better to concentrate on the Composite Suspension Insulators because
the efficiency of the Composite Insulators is more and most of the
customers are preferring this product, when compared to other products
1) In fixing the price of the product the following factors should be kept in
the mind, because most of the customers feel that the price of the
products is high.
• Selection of the sub-supplier (vendors)
• Keeping reasonable inventory
• Service providers like transporters, agents etc.
• Maximum utilization of manpower and machinery etc.,
• Optimum design.
82
• Proper planning.
These activities will help in reducing the unnecessary costs
incurred by the company. Moreover this accrued value can be passed on
to the customer by reducing the price.
SUGGESTIONS:
• The promotional activities taken by the company need to be more
effective. If the firm promotes the products rigorously and effectively
then the customers will get more information regarding the Composite
Insulators.
• The company can further enhance its After-Sale services by adopting the
latest practices. Few of the practices are listed below.
 Opening a 24hrs or 12 hrs Toll-free numbers to register
customer complaints.
 Attending the customer’s complaints in the least possible time
by having service points at all dealerships.
 Free service camps once or twice in a year.
 Adopting techniques like Six-Sigma to reduce the repetitions of
the errors.
83
QUESTIONNAIRE
Please tick ( ) the appropriate block of your options for the questionnaire given
below
1. OPINION OF CUSTOMERS ON PRODUCT AVAILABILITY.
Excellent ( ) Good ( )
Fair ( ) Poor ( )
2. CUSTOMERS OPINION ON FEATURES OF PRODUCTS.
Fair ( ) Poor ( )
3. OPINION OF THE CUSTOMERS ON QUALITY OF PRODUCTS.
Fair ( ) Poor ( )
4. OPINION OF CUSTOMERS ON PACKAGING OF PRODUCTS.
Fair ( ) Poor ( )
5. AWARENESS ON ALL PRODUCTS OF COMPOSITE
INSULATORS.
84
Well aware More aware
Few known Don’t know
6. WHAT IS OUR RANKING COMPARED WITH THE SIMILAR
PRODUCTS ON THE MARKET.
Fair ( ) Poor ( )
7. HOW ABOUT THE RELIABILITY (BEING WRITTEN ON EACH
BURNER) TO OUR PRODUCTS？
Fair ( ) Poor ( )
8. WHAT ABOUT THE COMPATIBILITY (PLAY BACK
SUCCESSFULLY) OF OUR PRODUCTS？
Fair ( ) Poor ( )
9. OPINION OF CUSTOMERS ON PRICE OF THE PRODUCT
Very High ( ) High ( )
Reasonable ( ) Low ( )
10. HAVE THESE DISTRIBUTING CHANNELS ARE AVILABLE TO
YOU?
Most available ( ) More available ( )
Available ( ) Not available ( )
85
11. HOW DO YOU RATE OUR DELIVERY ON TIME PERFORMANCE
AND OUR COMMITMENT TO MEET YOUR DELIVERY EXPECTATIONS?
Fair ( ) Poor ( )
12. CAN OUR COMOSITE INSULATORS WORKING PROPERLY?
Fair ( ) Poor ( )
13. DO YOU FEEL THE STYLE AND ATTRACTIVENESS TO OUR
WEBSITE？
Fair ( ) Poor ( )
14. DOES OUR WEBSITE PROVIDE THE KIND OF INFORMATION
THAT YOU NEED?
Fair ( ) Poor ( )
15. DO YOU NEED TECHNICAL IMPROVEMENT TO COMPOSITE
INSULATORS PRODUCTS?
Lot of need ( ) More need ( )
Fair need ( ) No need ( )
16. WHICH ADVERTISING MEDIA IS ATTRACTED TO YOU MOST?
Journals ( ) Newsletters ( )
86
Own Website ( ) B2B Portals,
Other famous sites ( )
17. DOES OUR MATERIALS IN OUR GOLDSTONE INFRATECH LTD
BE KEPT MOST UP-TO-DATE？
Technology ( ) Advertising ( )
Testing ( ) Storing ( )
BIBLIOGRAPHY
Reference Books
• Marketing Management by Philip Kolter
• Research methodology by C.R.KOTHARI
Search Engines
• Company Website: www.goldstonepower.com
• Company Manuals (News papers)
• www.google.com
87
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A project report

Under the guidance of

PROFESSOR & HOD

Place: (P. DIVYA)

ACHARYA NAGARJUNA UNIVERSITY

Chapter No. Chapter Title Page No.

CHAPTER 1 INTRODUCTION 06-19

1.1 INTRODUCTION TO CUSTOMER SATISFACTION

CHAPTER 2 OBJECTIVES & METHODOLGY 20-29

2.1 NEEDS & SCOPE OF THE STUDY

2.2 LIMITATIONS OF THE STUDY

CHAPTER 3 INDUSTRY PROFILE 30

CHAPTER 4 FINDINGS, ANALYSIS & INFRENCE 52

CHAPTER5 RECOMONDATIONS & SUGGESTIONS 86

INTRODUCTION TO CUSTOMER SATISFACTION

As this definition makes clear, satisfaction is a function of perceived performance

Some of today’s most successful companies are raising expectations and

A customer’s decision to be loyal or to defect is the sum of many small encounters

1.2.1 Assuring Customer Satisfaction:

The attitude of the professional is summed up in this statement. It establishes the

therefore, they deserve VIP treatment.

"The Sale Begins When the Customer Says...Yes."

1.2.3 Handling Customer Complaints

Whether your customer's complaint is legitimate or not, follow it up with a service

1. Don't procrastinate making the call.

2. Admit mistakes and apologize.

3. Show compassion for your customer.

4. Actively listen to your customer's complaint.

1.2.5 15 Ways to Keep Your Customer Satisfied

1. Show them that you think of them.

Send them helpful newspaper clippings or articles, cartoons related to their

3. Offer a sample gift to enhance the use of your product.

4. Offer "customer discounts" on new products or services to encourage additional

If you pinch pennies, your customer may do the same.

8. Tell the truth.

Lies have a way of coming back to haunt you.

9. Accept returns without batting an eyelash.

Keep all your information about the account confidential.

11. Be certain that your company follows through on its commitment.

This includes delivery, installation, packaging, and so on.

Naturally, you would send them a copy.

15. Keep the lines of communication forever open.

1.2.6 Customer satisfaction measurement:

"Voice of the system" preliminary research results

The senior managers expressed genuine concern for customer-perceived quality

1.2.7 Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings

3. Be Friendly and Approachable

4. Have a Clearly Defined Customer Service Policy

5. Attention to Detail (also known as 'The Little Niceties')

7. Honor Your Promises

friends and they'll always come back.

 To study about the satisfaction of the Customers of Goldstone

1. To analyze the awareness of Composite Insulators of Goldstone

2. To study about the price which can attract the consumers?

3. To study about the various promotional activities that influences the

To analyze the opinion of customers about storage and Packing.

Research is defined as human activity based on intellectual application in the

investigation of matter. The primary aim for applied research is discovering,

universe. It is exploratory and often driven by the researcher’s curiosity, interest,

have unexpected results pointing to practical applications.

“Research means search for knowledge” some times it may refer to a

scientific and systematic search for pertinent information on a specific topic. In