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Vega Auto Accessories Private Limited, BELGAUM.

Karnatak Law Society’s

GOGTE INSTITUTE OF TECHNOLOGY

Department Of MBA
GIT, BELGAUM.
Academic Year 2010
(Affiliated to Visvesvaraya Technological University, Belgaum)
Udyambag, Belgaum – 590008

CERTIFICATE

This is to certify that, the project work titled “Analyzing the customer
Perception, Satisfaction & Loyalty towards Vega Auto Accessories PVT LTD ‘at
Vega Auto Accessories Private Limited is bonafide work and submitted by
Mr. VINAYAK S KITTUR bearing the USN: 2GI07MBA59 in partial
fulfillment of the degree of MASTER OF BUSINESS ADMINISTRATION in
the Department of MBA, Gogte Institute of Technology, Belgaum affiliated to
Visvesvaraya Technological University, Belgaum, during 2009- 2010.

Prof. Radhika Dr. M. M. Munshi Dr.A.S.Deshpande


Internal Guide Head of the Dept. Principal

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Vega Auto Accessories Private Limited, BELGAUM.

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM.

A PROJECT REPORT ON
Summer In plant training
Under taken at
VEGA AUTO ACCESSORIES PRIVATE LIMITED, BELGUAM.
FOR THE FULLFILLMENT OF
MASTER OF BUSINESS ADMINISTRATION
Submitted By:
Mr. Vinayak S Kittur
USN NO: 2GI07MBA59
Under the Guidance of
Internal Guide External Guide

Prof. Radhika K R Mrs. Sangeeta Chandak


MBA@GIT H R Manager
Belgaum. Vega Helmet PVT LTD,
Belgaum.

Department of MBA
Gogte Institute of Technology, Belgaum
Academic Year 2010

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Vega Auto Accessories Private Limited, BELGAUM.

DELERATION
DELERATION

I hereby declare that this project report on, “Analyzing the customer
Perception, Satisfaction & Loyalty towards Vega Auto Accessories PVT LTD“
which is being submitted in partial fulfillment of the Master of Business
Administration course to Visvesvaraya Technological University, is the result of
the work carried out by me, under the guidance of Mrs. Radhika K R, MBA
Program, BELGAUM.

I also declare that the study is my original work and has not been submitted
earlier to any Institute/Organization for the award of any Degree/ Diploma of any
university.

(Mr. Vinayak S Kittur)

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Vega Auto Accessories Private Limited, BELGAUM.

ACKNOWLEDGEMENT

I take immense pleasure in thanking Dr. M M Munshi, our beloved Head of the

Department for having permitted me to carry out this Research Work.

I wish to express deep gratitude to my Internal Guide, Mrs. Radhika


Radhika K R, who

had been a source of inspiration and for her able guidance and useful

suggestion, which helped me in completing Research Work, in time.

Words are inadequate to offering my thanks to the Project Trainee and

project Assistant Mrs. Sangeeta Chandak and other heads of the Departments of

Vega Auto Accessories Private Limited, BELGAUM for their encouragement and

cooperation in carrying out the Research Work.

Finally, yet importantly, I would like to express my heartfelt thanks to my

beloved parents for their blessings, my friends/classmates for there help and wishes

for the successful Completion of this Research Work.

Mr. Vinayak S Kittur

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Vega Auto Accessories Private Limited, BELGAUM.

TABLE OF CONTENT

Part A

S.NO Topics Page No

1. Industry Profile 1

1.1 History of Motorcycle Helmet 1


1.2 Industry Overview 1
1.3 Indian History 2
1.4 Industry Structure 3

2. Company Profile 4

2.1 Background & Inception of the company 4


2.2 Nature of the business carried 4
2.3 Vision, Mission and Quality Policy 5
2.4 Product Profile 6
2.5 Area of Operation 7
2.6 Ownership Pattern 8
2.7 Competitor Information 9
2.8 Infrastructure Facilities 9
2.9 Achievements 10
2.10 Workflow model 11

3. Mckensy’e 7 S Model 12

3.1 Structure 13
3.2 Strategy 23
3.3 System 23
3.4 Shared-Value 24
3.5 Skills 25
3.6 Style 26
3.7 Staff 26

4. SWOT Analysis 27

5. Analysis of Financial Statement 29

6. Learning experience 31

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Vega Auto Accessories Private Limited, BELGAUM.

Part – B

S. No Topic Page No

1. Introduction to Project Work 34

1.1 Statement of the Problem 34


1.2 Objective of the Study 35
1.3 Scope of the Study 35
1.4 Methodology 36
1.5 Limitations of the study 37
2. Analysis of Helmet Users 38

3. Conclusion 59

4. Annexure 60

5. Questioners 61

6. Bibliography 69

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Vega Auto Accessories Private Limited, BELGAUM.

PART – A

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Vega Auto Accessories Private Limited, BELGAUM.

VEGA AUTO ACCESSORIES PVT. LTD

PLOT NO. 12B 3Y. NO 342, BEMCIEL INDUSTRIAL ESTATE,

UDYAMBAG, BELGAUM,

KARNATAK, INDIA.

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Vega Auto Accessories Private Limited, BELGAUM.

1) Industry Profile

History of Motorcycle Helmet

Between 1931 and 1953, the American race for the fastest motorcycle was run by two
competitors – Harley-Davidson and Indian Motorcycle. But as the speed of motorcycles
increased, so did the number of accident fatalities. It was only then that University of Southern
California (USC) Professor C.F.Red Lambard developed a motorcycle helmet designed to absorb
the shock of an impact. Along with the layer of comfort padding in a helmet, this helmet also had
another outer layer of padding that not only absorbed, but spread out the energy created by
impact.

In 1953, Mr. Lombard applied for a patent for his helmet. This was the beginning of the
development of the modern-day motorcycle helmet. The standard had been set, and helmet
manufacturers quickly followed Lombard’s lead.

Industry overview

GIA (Global Industry Analyst) announces the release of a strategic global report on
Motorcycle Helmets markets. The world market for motorcycle helmets is projected to reach
$851 million by the year 2015. Increase in number of countries implementing mandatory
motorcycle helmet laws, rise in new motorcycle registrations, and increase in replacement sales
are providing ample growth opportunities for motorcycle helmets market.

Europe is the single largest market for premium motorcycle helmets market, accounting
for about half of the global market in terms of value as stated by the new market research report
on motorcycle helmets. Asia-Pacific is expected to emerge as the fast growing regional market
for premium motorcycle helmets, with rising income levels and implementation of mandatory
helmets laws in many countries across the region.

Motorcycle helmet use witnessed substantial growth in recent years in countries such as
India, Vietnam and the US. Much of the growth in usage of motorcycle helmets in India and
Vietnam is ascribed to implementation of mandatory helmet wearing laws in these countries. On
the other hand, helmet usage in the US continued to rise over the years despite topsy-turvy
helmet usage law environment, with different states enacting and withdrawing helmet laws.
Overall, rise in Motorcycle registrations, and enactment and enforcement of Helmet laws are
providing significant market potential for manufacturers of helmets worldwide.

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Vega Auto Accessories Private Limited, BELGAUM.

Indian History

The usage of helmets in India can be traced by from the ages of Dwaparyug. Helmets
have been in usage as a protective and safety tool. The discovery of Plastic, Polymer & Viscous
liquid changed the outlook of helmets in India. Prior to independence the usage of helmet in
India as part of travelling requirement was significantly less. So helmets were mostly imported
from England.

India’s first helmet manufacturer Steel Bird (1964), entered with wide variety of
helmets at premium prices (starting from Rs.750). Later on many companies followed the suite,
few to mention are Concord Helmets (1965), Studds Helmets (1968), Vega Helmets (1981) and
many other companies

As per the Section 129 of Motor Vehicles Act 1988 (India),

“Protective headgear” means a helmet which:-

 By virtue of its shape, material and construction, could reasonably be expected to


afford to the person driving or riding on a motor cycle a degree or protection from
injury in the event of an accident; and

 Is securely fastened to the head of the wearer by means of straps or other fastenings
provided on the headgear.

 Helmet Industry has gained a widespread importance since last two decade or so. This
is mainly because of the importance given by the concerned regulatory authorities in
various states and central government.

In India, the Helmet industry is growing at a rate of 24% (2008 – 09). And with many
state governments implement compulsory use of helmet shall contribute higher growth rate in
terms of sales of helmets.

More recently Delhi, Tamil Nadu, Kerala, Andhra Pradesh and many others have
implemented compulsory use of helmets while using two-wheelers.

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Vega Auto Accessories Private Limited, BELGAUM.

Importance the of wearing helmet.

 Helmets are the principal countermeasure for reducing crash related head injuries, the
leading cause of death among un-helmeted riders.

 Helmets decrease the severity of injury, the likelihood of death, and the overall cost of
medical care. They’re designed to cushion and protect riders’ heads from the impact of a
crash.

 The World Health Organization’s (WHO) report on traffic injury prevention documents
that compulsory helmet use by two wheeler riders can reduce deaths by 30% to 50%.

 There is no scientific evidence available that use of helmets makes motorcyclists more
vulnerable because of reduction in sight or hearing.

When compulsory helmet use laws are enacted, helmet use increases and fatalities
and serious injuries decrease. And, when such helmet use laws are repealed, helmet use
decreases and injuries and associate costs increase

Industry Structure

Helmet industry in India is categorized into organized and unorganized. Due to cheap
and easy availability on road side, many small scale manufacturers have able to perform very
well and are quite successful in making better profits. Today, only 10% of the total 6 million
helmets sold in the country go through the organized channels and are ISI-marked. The
organized players in the industry do not have the capability to produce so many helmets to meet
the expected stock requirements at various two-wheeler dealerships across the country.

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Vega Auto Accessories Private Limited, BELGAUM.

Following is the list of companies (Organized) in Indian markets:

Sl. No Company Place

1 Vega Auto Accessories Pvt.ltd Belgaum

2 Studds Accessories Pvt.ltd Hyderabad

3 Steel Bird Hi-tech India ltd New Delhi

4 Aerostar Helmets ltd. Kolkata

5 MPA Helmets ltd. Mumbai

Table 1.1

2) Company Profile
a) Background and inception of the company

Vega Auto Accessories Pvt.ltd (Vega), Belgaum was established in the year 1981.
The founder and the chairman of the company Mr. Premraj Chandak has given a new
dimension to the helmet manufacturing in the initial years of its inception. The initial investment
of the company is Rs.10 Lacks.

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Vega Auto Accessories Private Limited, BELGAUM.

Since inception Vega has been concentrating on delivering quality helmets and
related accessories of the highest order safeguarding the interests of millions of two wheelers
riders across the country and abroad. With the firm belief the quality and form goes hand in hand
Vega has been on the fore-front of the helmets industries incorporating the latest practices and
standards be it the use of fiber glass or ABS material in manufacturing helmets, certification by
the coveted ISI. At Vega quest for achieving excellence is an ongoing process, and the latest
endeavor is to get its processes and operations certified ISO. While all these achieved at rapid
pace, Vega does and forget its responsibilities to the society at large, taking care to spread the
message of safety through use of Helmets at every possible platform be it the Auto Expo
conducted by the CII, the counters of its vastly spread dealers or the self organized road shows.

Vega has over 300 models of sleek designer helmets spread over 26 broad
categories, giving the perfect fit, fashion and safety to its user. These winning ranges of helmets
are produced at the state of the art manufacturing set-up delivering on an average 2000 helmets
per day. The sales of Vega helmet is not just limited to Indian markets alone (320 dealers), but
has extended to foreign markets, few to mention are USA, Germany, Israel, Italy, South Africa,
UAE and many other regions of the world

b) Nature of the business carried

Vega Auto Accessories is a manufacturing unit. The company is into both B2C and
B2B marketing of its products. Helmet manufacturing at Vega is basically on a large scale and
products are marketed and sold to both domestic and International clients under the brand name
of Vega helmets. Vega is also in the business of auto accessories.

Type of Business Manufacturing (OEM)

Type of Production Mass Production

Target Markets National, International

Table 2.b.1

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Vega Auto Accessories Private Limited, BELGAUM.

c) Vision, Mission and Quality Policy

Vision:

“Our vision is to create brand and to provide right products to the exacting demands
of the quality conscious customers at a competitive pricing structure. Vega appreciates
commitment for teamwork, continuous improvement, and developing mutually beneficial
relationship with the customer”

Mission:

Our mission is “customer satisfaction” through continuous efforts on always finding


better ways to do things and protect the interests of our customers by selling exclusively to the
both industrial and two-wheelers users. We appreciate the opportunity to earn our customers
safety by providing quality products recognized by Bureau of Indian Standards (ISI).

Quality Policy:

Vega is committed to provide consistent quality products to its esteemed customers


worldwide. To achieve this objective management on its part is fully committed to quality and
provides all resources to accomplish this task. The company is approved by Bureau of Indian
Standards (ISI) 4151 standards and specifications vide 9526-1980.

We are committed to continuously improve the effectiveness of the quality


management system so as to,

 Reduce cost, customer complaints & analyze the customer feedback to improve
customer satisfaction.

 Improve productivity by effective utilization of work force and facilities.

 Manufacture best quality helmets and other related accessories according to National
and International standards.

 Excellence and cost effectiveness by doing right work at first time.

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Vega Auto Accessories Private Limited, BELGAUM.

d) Product Profile

Vega Auto Accessories is popularly known for its wide range of quality helmets.
Vega’s main motto is to continue improvement and innovation at every stage of its value chain.

The product portfolio of Vega Auto Accessories Pvt, LTD.

Vega Products

Helmets Other Accessories


Figure 2.b.1

Different types of Vega Products

Full Face Helmet Open Face Helmet Accessories

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Vega Auto Accessories Private Limited, BELGAUM.

There are 24 models of Vega Helmets are available in different types of colors. Vega
also produces Helmets with graphics on it. Which are more popular in these days. Vega has 6
types of accessories. Those are helmet locks, visors, caps, goggles and jackets.

e) Area of operation

The company markets its products in both national and international markets. Vega
products are available in almost all major cities across the country. This is mainly due to the
strong dealer network and efficient marketing team at Vega. The company has presence in
countries like USA, Germany, Israel, Italy, South Africa and UAE.

Regional level Client


Mayor Enterprise, Belgaum
Two – wheelers user:
Bangalore, Belgaum,
Mangalore, Mysore etc.

National level clients


Mahalaxmi Automobiles, New Delhi
Tata Motors, Mumbai
Kirloskar Oil Engines ltd, Pune
Ghagte Patil Industries ltd
Spares I.S Press building, Cochin
Pioneer Scooter Center, Chennai
Champion Sports, Pune
Two – wheelers user:
Tamil Nadu, Andhra Pradesh, Delhi
etc.
Table 2.e.1

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Vega Auto Accessories Private Limited, BELGAUM.

f) Ownership pattern

Name of the company Vega Auto Accessories Pvt.ltd

Type of Company Manufacturing

Chairman Mr. Premraj Z. Chandak

Place Belgaum

S.No Name of Directors Total Paid-up equity


capital (Rs.100/share)

1 Premraj Z. Chandak 13, 600.00

2 Dilip P. Chandak 73, 300.00

3 Giridhari P.Chandak 73, 300.00

4 Suhas P. Chandak 73, 300.00

5 Uttam P. Chandak 73, 300.00

6 Sangita D. Chandak 73, 300.00

7 Alka S. Chandak 73, 300.00

8 Swati U. Chandak 73, 300.00

9 Shalini G. Chandak 73, 300.00

Total Shares:
6,00,000.00

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Vega Auto Accessories Private Limited, BELGAUM.

g) Competitors information

Vega Helmets are well known for its good quality of helmets. Quality wise Vega has
got very few competitors. In these bunch of companies Vegas Helmets are most preferred by
customers.

Sl. No Company Place

1 Studds Accessories Pvt.ltd Hyderabad

2 Steel Bird Hi-tech India ltd New Delhi

3 Aerostar Helmets ltd. Kolkata

4 Wrangler Helmets ltd. Roorkee

5 MPA Helmets ltd. Mumbai

6 Rail Helmets ltd. Italy

Table 2.g.1

h) Infrastructure Facilities

Vega Auto Accessories is an amalgam of latest technologies, advanced software and


excellent manpower aimed to deliver an exclusive range of highly secured helmets to its clients.
The unit spreads over an area of 40,000 sq. feet at Belgaum, Karnataka. The following is a small
detail of our infrastructural abilities.

Following are details of the infrastructure facility at Vega Auto Accessories, Belgaum

 Latest CAD/CAM tools from Delcam.

 Latest Power-shape software for modeling.

 PS Mold-maker and PS-Render software to deliver perfect finishing touch.

 Delcam's Power-mill and Art-Cam for designing exclusive products.

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Vega Auto Accessories Private Limited, BELGAUM.

Vega has these following departments in it

 R and D Department

 Tool Room Department

 FRP Molding Department

 Injection molding Department

 Tailoring Department

 Painting Department

 Assembly Department

 Quality Department

i) Achievements

 Vegas products have passed the stringent test of the Department of Transports - USA
(DOT) and Israeli standards

 We are now associated with Compact Composite (Italy), the legendary company in the
arena of glass and fiber technology in order to add more quality features in our products

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Vega Auto Accessories Private Limited, BELGAUM.

j) Work-flow model

Moulding Line Cutting & Drilling &


Removing Filling slot

Primer 1st putty 1st Putty P V Sanding


sanding

Touch up Sanding Final Painting


inspection

Inspection Lacquer Sticker & Sanding


Logo

Assembly Packing

Figure 2.j.1

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Vega Auto Accessories Private Limited, BELGAUM.

3. Mckinsy’s 7S Framework with reference to Vega pvt.ltd


Introduction

The 7’S model is better known as Mckinsey 7’S.This is because the two persons,
who developed this model Tom Peters and Robert Waterman, have been consultants at Mckinsey
and company at that time. They published their 7’S model in their article “Structure is not
organization” in 1980 and in their books “The art of Japanese management in 1981” and “In
search of excellence” in 1982”

The 7-S framework of Mckensy is a Value Based Management (VBM) model that
describes how one can holistically and effectively organize a company. Together these factors
determine the way in which a corporation operates.

Organization
Structure

Organization Strategy Routine Process

Strategy System

Shared
Values

Skills Style

Capabilities of key people Management style


Staff
& culture

People

Figure 3.1

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Vega Auto Accessories Private Limited, BELGAUM.

The Seven elements of Mckensy’s 7 S

Hard Elements Soft Elements


Structure Shared Value
Strategy Skills
System Style
Staff

Table 3.1

Benefits of the model

Improves the performance of the company


Examine the likely effects of future changes within company
Align department and process during a merger or acquisition
Determines how best to implement a processed strategy

Heard Elements

1) Structure

Business needs to be organized in a specific form of shape that is generally referred to


as organizational structure. The structure of the company often dictates the way it operates and
performs. Traditionally, the businesses have been structured in a hierarchical way with several
divisions and departments, each responsible for a specific task such as human resources
management, production or marketing.

Designation Functional Heads


Chairman Mr. Premraj Z.Chandak
Managing Director Mr. Dilip P.Chandak
Director Marketing Mr. Giridhari P. Chandak
Director Finance Mr. Dilip P.Chandak
Director Human Resource Mrs. Sangeeta Chandak
Director Production Mr. Suhas P. Chandak

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Vega Auto Accessories Private Limited, BELGAUM.

Figure 3.2

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Vega Auto Accessories Private Limited, BELGAUM.

Vega Auto Accessories basically comprises of Marketing, Finance, Human Resource,


Production, Design, Purchase, Stores and Assembly. The Managing Director governs all the
directors of various departments. The decision making process is a combination of centralized as
well as decentralized, where in the employees are allowed to take decision under their premises
and consult their head for major decision respectively.

Structure is the organizational chart and associated information that shows who reports
to whom and how tasks are both divided up and integrated. In other words, structures describe
the hierarchy of authority and accountability in an organization, the way the organization's units
relate to each other: centralized, functional divisions (top-down); decentralized (the trend in
larger organizations); matrix, network, holding, etc. These relationships are frequently
diagrammed in organizational charts. Most organizations use some mix of structures - pyramidal,
matrix or networked ones - to accomplish their goals

Production department:

The production process starts when these units gets job card which contains the
details of the product such as the Model, Color and the Design of the helmet.

The production process is divided in to three different units such as-

• Moulding Unit.

• Tailoring Unit.

• Assembly Unit.

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Vega Auto Accessories Private Limited, BELGAUM.

1. Moulding Unit:

• Making Moulds:

The moulds are prepared by the fiber glass paper. The R&D department gives the
design as per the customer requirement. If it is an export order the importer supplies the
design most of the time.

• Making of Helmet shell:

After the fiber glass is stitched in the moulds with the help of the resin and the
hardness is added to the resin. It is very important function.

• Drying:

The mould is kept for 20-30 minutes to get dry. If the climate is cold then the bulbs
are used to dry the moulds. After drying shell is checked twice to check for its quality.

• Cutting the shell:

When the shell is dried is opened and extra fiber glass is cutted to get the proper
shape.

• Sanding:

The sanding paper is used to level the shell.

• Lambi:

Lamdi is a paste which is used for cover the tiny holes on the helmet shell.

• Sanding:

Sand paper is again used for remove the extra lambi paste on the helmet shell. This is
done when the lambi is dried.

• Cutting and Designing:

The shell is cut as per the design and the holes are drilled for the ventilation.

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Vega Auto Accessories Private Limited, BELGAUM.

• Lambi:

After cutting and designing the shell lambi paste is again used for cover the tiny
holes.

• Sanding:

After the lambi sanding paper is used again to level the shell.

• Primer:

The primer is used / applied for giving perfect smooth surface to the helmet shell.

• Polishing:

The shell is polished with the help of the polishing machine to give more smoothness
to the surface.

Then, these helmet shells are transferred to the assembly unit for the further process.

2. Tailoring Unit:

• Gumming:

The helmet shaped thermocol is gummed and kept a day.

• Grinding:

The thermocol is cut into proper size with the help of the grinding machine so that
properly shift in to shell.

• Cutting foam:

The foam is cut as per the models in different pieces.

• Stitching:

Different parts of the foam are stitched. For ex: Belts.

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Vega Auto Accessories Private Limited, BELGAUM.

• Pasting:

The foam is pasted to the thermocol shell. Then the lining cloth is used to cover the
foam. These thermacol shells are then send to the assembly unit.

3. Assembly Unit:

• Sanding:

The helmet shells which come from the moulding unit are leveled by Sanding.

• Painting:

The helmet shells are painted as per the specifications given in the job card. The
painted shell is kept for a day to get dry. If there are two or more colors then it takes long
time to get the helmet painted.

• Sticker:

The stickers are put on the helmet that has the model name, logo of the company and
ISI mark.

• Lacquer :
This is like a polishing liquid that is sprayed on the helmet shell to give the shine. It
makes surface water proof and sticker s and paint are protected.

Beading:

The rubber ring is used to cover the helmet corners and then the thermocol shell is
pasted in to helmet. The locks are attached to it. The last process is to attach the visor if the
helmet is full face. Finally these helmets are ready to packing.

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Vega Auto Accessories Private Limited, BELGAUM.

Marketing Department:

Marketing department performs the functions like promoting the products at various
media sources, receiving the orders (Online) and dispatching the goods at the right time as per
requirements of the customers. The department is headed by Mr. Giridhari P. Chandak.
Marketing department has well qualified Assistance & Sales force employees who assess the
requirements of customer, and accordingly provide needed service to customers.

The organization structure for “Marketing Department” is shown below:

Promotional strategies:

Vega basically implements the promotional aspects like advertisements; paintings and
banners to promote its helmet also showroom displays techniques are used. It also sponsors
invents are adopted certain practices to promote its products. Incentives, records and discount are
given to dealers.

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Vega Auto Accessories Private Limited, BELGAUM.

Distribution Channels:

Vega has an immense network of distribution channels; it has a network of around


320 dealers. The organization appoints only one single dealer in a particular area. This is done in
order to prevent unhealthy competition. Next the dealer directly caters to the needs and demands
of the customers and there is no intermediary link.

Media:

Media is suitable to reach the maximum number of people in short period of time.
The company gives advertisements through local T.V channels and newspaper.

Participating in exhibitions

The company has participated in various exhibitions at national level, few to mention are:

S.No Exhibition Place Year

1 Vaahan Yatra Bangalore 2004

2 The 4th Mumbai Auto Show Mumbai 2004

3 Automotive Computer Manufacturing Association New Delhi

4 Team Rally Day, Goa Goa

5 National Motor – Cross Championship Goa 2004

Table 3.3

Research and Development Department:

The R&D department is responsible for:

 New product innovation or modifications of the existing ones.

 Estimating costs for producing in different quantities.

 Documentation (Part list releases) before trial series to all departments.

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Vega Auto Accessories Private Limited, BELGAUM.

 Regular follow-up with other departments (like Production, Sales etc)

 Resolve problems related to design mismatch while assembling the parts.

Stores Department:

The stores department will be responsible for holding all the necessary tools, spares,
raw materials, brought out items and equipments required to service the manufacturing process.

Functions:

 To maintain up-to-date bin levels of various materials and brought items so that
production activity is not hampered.

 To issue materials to various departments.

 To accept or reject the extra material from the department and make suitable
arrangements for their disposals.

Finance and Account Department:

Mr. Dilip P. Chandak, the managing director, heads the financial department. All
financial affairs related to the company are dealt with through this department. The following is
the organization chart of Vega’s finance & account department.

The finance department takes care of all the finance requirement of all the departments of
the organization. This department maintains a balance between the finance requirement &
profitability of the organization In short this department sees that organization is financially
sound.

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Vega Auto Accessories Private Limited, BELGAUM.

Accounts Department:

The accounts department at Vega Auto maintains the accounts of different


departments in a systematic manner & on continues basis.

The department does the following work;

• Recording and monitoring of all trans

• Submit reports like Profit & Loss A/C, Balance Sheet, etc

• Calculating production cost

• Cost report with variance analysis

• Bank dealings

• Dealings with sales tax & income tax authorities

• Established activities

• Maintaining all accounts.

HR Department:

The human resources management at Vega Auto Accessories is taken care by Human
Resources Department. This department is under HR department has been secured from Sangita
Chandak & Dilip Chandak.

Human Resources Management:

The human resource function as per the circular format is has been divided under the
following heads. The information about the functioning of the head of this department is as
follows;

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Vega Auto Accessories Private Limited, BELGAUM.

Human resources planning:

Vega Auto has no format specific HR plan as such. Their planning depends upon the
demand factors in their business. These exits transfer policy in Vega. Also due to recent
emergency of the HR department, it is considering to have a HR plan in subject periods of their
business management. Planning goes according to the various kinds of situation that arise in the
company.

Human Resources maintenance:

Vega pursues an effective HR maintenance policy. The welfare of the employees is


given prime importance. The welfare administration of the organizing is done at the managerial
level for all the works. The details regarding the welfare facilities provided by Vega in terms of
statutory

Wages & Salary administration:

Vega pursues the daily wage system. The employees are given their wages on
Saturday every week. The HR manager is administrator’s wage & salary aspects. Asst. personal
manager who looks into those aspect assists. The staff salary is on monthly basis & they get their
salary package on 7th of every week. Besides this the annual bonus system prevails in Vega & is
solely on monitory basis.

Training & development:

Vega employees are given on the job training, both for technical & non-technical
posts. This is intended so that the employees are well accustomed to their jobs. The supervisors
conduct training. Besides this Vega also hire external trainer to train the employees.

Training is conducted by organizing lectures, seminars, workshops, etc. &


management games are also used.

Incentives:

The employees are provided incentives if they achieve the desired tasks within the
stipulated time period. The incentive is on monthly basis.

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Vega Auto Accessories Private Limited, BELGAUM.

Insurance coverage:

Insurance coverage is given to all the employees who are covered under Employee
State Insurance Act. The management of Vega Auto is also providing different coverage’s like

E.L.D. I etc

2) Strategy

Strategy is the route that the organization has chosen for its future growth; a plan an
organization formulates to again advantage over the competitors. It deals with essentially three
questions

 Where is the organization standing at this moment of time?

 Where the organization wants to be in a particular length of time?

 How to get there?

Vega has a strategy to improve its quality and maximize its sales.

Pricing Strategy
Out of various strategies adopted by the company since from its inception, pricing
strategy adopted by the company has placed the Vega brand at the top slot with respect to its core
competitors.
Compared to its major competitors (Studds and Steel Bird)

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Vega Auto Accessories Private Limited, BELGAUM.

3) System

Every organization has some systems or internal processes to support and implement
the strategy and run day-to-day affairs. Formal and informal procedures that are govern everyday
activity, covering everything from management information systems, through to the systems at
the point of contact with the customer.

Soft Elements

4) Shared Value

Shared Values are the core values of the company that are evidenced in the corporate
culture and the general work ethic. The values and beliefs ultimately guide the employee towards
‘valued’ behavior. These values and set goals keep the employees working towards common
destination as a coherent team and thus help them to keep the team spirit alive. Vega Ltd is
conscious of its moral responsibilities towards its employees, staff and customers.

Some of the shared values are:

Creativity

 Supporting the development and execution of fresh ideas.

 “Thinking outside the box” to develop and implement quickly and innovative ideas that
will move our business forward.

 Driving the implementation of winning ideas, while balancing the need for business
discipline and core processes.

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Vega Auto Accessories Private Limited, BELGAUM.

Passion

 Displaying and evoking extraordinary enthusiasm and commitment to delight our


customers. Celebrating team work, successes and exceeding goals.

 Being proud of and determined to build a hydraulic company.

 Believing in the vision that we will become the best brand in hydraulic industry.

Integrity & Respect

 Being honest, ethical and open as a basis for building trusting relationships.

 Customer satisfaction is of cordial value to Vega Ltd.

 To sustain an organization of able and committed employees and provide opportunities


for growth and development.

 No discrimination between staff and workmen.

 Ensuring that our employees have a safe and clean work environment.

Quality

 Being obsessive about the quality of our products and everything we do to better serve
our customers.

 Feeling driven by the need to delight our customers at every opportunity with the best
product quality and the effectiveness of our distribution.

 Highly concern for Quality, safety, and work environment.

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Vega Auto Accessories Private Limited, BELGAUM.

Excelling

 Committing ourselves to doing the things right at first time and doing them better than
anyone else.

 Continuously exceeding our targets and raising the standards and performance.

 Beating our competitors by being proactive in our business and markets.

 Expecting each other to be the best at what we do, individually and as a team.

5) Skills

The actual skills and competencies of the employees are working for the company.
Training and development ensures employees to do their jobs well and stay up to date with latest
techniques

At Vega Auto Accessories Pvt.ltd different training programs are conducted for the
employees to equip them in their particular discipline of work. Different training and
development programs are given to employees, officers and executives to cope up with the new
technology.

S.No Department Training Expected Skills

1 HR Behavioral Managing interpersonal relations,


Training

2 Design Technical Update with the latest


Training technological changes

3 HR & Safety Training Expected safety precautions


Production

Table 3.4

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Vega Auto Accessories Private Limited, BELGAUM.

6) Style

The leadership approach of top management and the organization’s overall operating
approach. Also the way in which the organization’s employees present themselves to the outside
world, to suppliers and customer.

Top down and Bottom up.

Vega Auto Accessories adopts both the styles i.e. Top down and Bottom up
accordingly as required. While taking suggestions from employees, they follow the Bottom up
style. And for any management decision to be implemented, they follow Top down style. The
particular departmental heads collects the needed information to take part to solve problem and
submits to the top management, and accordingly the work or decision are being taken

7) Staff

The staff is the organizations human resources. Refers to how employees are
developed, trained, socialized, integrated, motivated and how their careers are managed.

The total staff of the company is divided as follows:

Sl. Department No. of


No employees
1 Production 118

2 Assembly 49

3 Tailoring 56

4 R&D 6
5 Marketing 5

6 Finance and 5
Accounts
7 Human Resource 1

8 Dispatch 5
9 Stores and 9
Purchase
Total 254

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Vega Auto Accessories Private Limited, BELGAUM.

4) SWOT Analysis

A SWOT analysis is a tool, used in management and strategy formulation. It can help
to identify the Strengths, Weaknesses, Opportunities and Threats of a particular company.

Strengths and weaknesses are internal factors that create value or destroy value.
They can include assets, skills, or resources that a company has at its disposal, compared to its
competitors. They can be measured using internal assessments or external benchmarking.

Opportunities and threats are external factors that create value or destroy value. A
company cannot control them. But they emerge from either the competitive dynamics of the
industry/market or from demographic, economic, political, technical, social, legal or cultural
factors (PEST).

Internal External

Strength Opportunity

Weakness Threat

Table 3.6

Strength

 Vega Helmet has got good brand image in Indian as well as in foreign market.

 Vegas products are high quality and follows latest unique styles.

 Effective participation of management.

 The company has good export capability for foreign markets.

 Elegant marketing of products through Auto shows, Auto magazine, Hoardings, internet

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Vega Auto Accessories Private Limited, BELGAUM.

Weakness

 Absence of skilled labor.

 High labor turnover.

 Less concentration on domestic market.

 No definite selection and recruitment procedure.

Opportunities

 Good tie-up with motorcycles manufactures or dealers.

 Adapt e-marketing technique to increase the sales volume.

 The domestic market is still untapped; company can focus in improving market share
here.

Threats

 The major threat for the company is from local manufactures, who sell the helmet at half
rate when compared to Vega helmets.

 Government repealing the order of compulsory helmet wearing.

 Foreign companies are trying to enter the Indian market.

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Vega Auto Accessories Private Limited, BELGAUM.

5) Financial analysis

Ratio Analysis

SL Ratios March March


No. 2009 2008

A Financial Ratios

(i) Fixed Assets Ratio 0.289 0.275

(ii) Current Ratio 2.670 2.791

(iii) Liquidity Ratio 0.036 0.259

B Turnover Ratios

(i) Fixed Assets Turnover Ratio 3.513 3.239

(ii) Working Capital Turnover 1.425 1.226


Ratio

C Profitability Ratio

(i) Overall Profitability Ratio 61.651% 53.545%

(ii) Earnings Per Share (EPS) 118.700 115.030

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Vega Auto Accessories Private Limited, BELGAUM.

6) Learning Experience

The experience was wonderful which exposed me to practical knowledge of what I


studied in the class room. It gave me practical knowledge with regards to the functioning of
organization, its culture, values, practices and beliefs. I heartily thank Vega Auto Accessories
Pvt. Ltd, for given me opportunity to do my project and research.

This project work helped me to learn and understand the working culture of the
organization in different areas of it. It enriched my practical knowledge about the field work in
marketing specialization. The scope of the training covered various aspects like how they work,
Authority Responsibility, Production, Distribution, and Functioning of Different Departments,
tracing out the problems related to marketing dept, finding solutions to these problems in short
time of period, analyzing, interpretation of results and finally suggesting for overall development
of the company.

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Vega Auto Accessories Private Limited, BELGAUM.

PART – B

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Vega Auto Accessories Private Limited, BELGAUM.

1. a) General Introduction
Introduction

Customer loyalty provides the foundation of a company’s sustained competitive


edge. Developing and increasing loyalty is a crucial factor in company growth and performance.
What a customer perceives, affects their judgment and later customer satisfaction and customer
loyalty. It is an industry-wide belief that the best core marketing strategy for the future is to try to
retain existing customer by increasing customer loyalty and value.

This study to examine what consumer of Helmet believes are the main satisfaction
variables and why they remain loyal

Statement of the problem

“What are the various parameters that determine the Satisfaction and Loyalty;
Customer Perception for Vega helmets vis-à-vis its competitors?”

Need for the study

Helmet Industry in India is growing at rate of 24% annually (2008 – 09). The demand
for two wheelers has directly influenced the demand for helmets, other reasons being the safety
regulations followed by High Courts for compulsory usage in many states across the country.

At Vega, the Marketing Department wants to know,

 What customers think about Vega vis-à-vis its competitors?

 What is the need of the consumer in Vega Helmet?

 What all consumers expecting from Vega Helmet?

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Vega Auto Accessories Private Limited, BELGAUM.

Objective of the study

 A study on customer level of satisfaction in towards Vega Helmets.

 To identify the loyalty of customer towards Vega Helmets.

 To measure the specific reason for satisfaction and dissatisfaction with Vega
Helmets.

 To identify the recommendation of Vega Helmet to other by existing customers.

 To know the recent trends in Helmet Market.

Scope of the study

 Scope of the study mainly to know the current level of customer satisfaction.

 Scope of the study mainly to know the loyalty of the customer towards the
company.

 To give suggestion regarding improvement of performance standard of the


company.

 To inform the management about current level.

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Vega Auto Accessories Private Limited, BELGAUM.

Research Methodology

Research design

The objective of the study has been achieved by using both Primary and Secondary
Data’s. The data’s obtained for the study was primarily from field investigation carried out
among the helmet user/ nonuser.

Data collection Method

Primary Data

Questionnaires are filled by the respective customers in order to collect information


related to the topic. The questionnaires so designed for this purpose were structured.

Secondary Data

Secondary data was collected through company websites and records. And also have
referred some auto magazines.

Sampling

Sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt in selecting items for
samples.

Samples are studied for the population who are the customers of Vega Accessories
Pvt. Ltd. Research design is needed because it facilitates the smooth railing of the various
research operations thereby making research as effective as possible yielding maximal
information with minimal expenditure of effort, time and money.

Sample

The sample size of the research is 150 respondents. Sample size is dived in to 3 parts.
60 samples are Vega Helmets users, 40 are other brand Helmet users and 50 are non-helmet
users.

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Vega Auto Accessories Private Limited, BELGAUM.

The methods followed for the analysis and interpretation of data is Uni variate
Percentage Analysis

Percentage refers to a special kind of ratio. It is used to make comparison between two
or more series of data. They can be used to compare the relative items, the distribution of two or
more series of data, since the percentages reduces every thing to a common base and there by
allow meaningful comparisons to be made. Here only one factor is considered.

NO OF RESPONDENTS

PERCENTAGE = x 100

TOTAL RESPONDENTS

Limitations of the study

 Time limit restricts detailed survey work for this particular topic of research.

 Some customers have lack of time, so they may not communicate properly.

 Some of the respondents were reluctant to share the information with researcher.

 All the results and conclusions have been drawn on the bases of information
provided by the respondents, so it may lack authenticity.

 The study is restricted only to MBA course; it does not represent the overall view of
the Indian market.

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Vega Auto Accessories Private Limited, BELGAUM.

b) Analysis for Vega Helmet/ Helmet/ Non Helmet users


Profile of respondents

1) Demographic Factor

a) Age

Age Response of Respondents % Analysis


16 – 22 30 20.00 %
23 – 30 52 34.70 %
31 – 45 45 30.00 %
46 above 23 15.30 %
Total 150 100.00 %

Table B.1

16 - 22
23 - 30
31- 45
46 above

Figure B.1

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Vega Auto Accessories Private Limited, BELGAUM.

b) Gender

Options Response of Respondents % Analysis


Male 122 81.30 %
Female 28 18.70 %
Total 150 100.0 %
Table B.2

,0 ,0

Female, 28

Male, 122

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Vega Auto Accessories Private Limited, BELGAUM.

c) Occupation

Options Response of Respondents % Analysis


Student 66 40.00 %
Employee 50 33.30 %
Business 30 20.00 %
House wife 04 7.70 %
Total 150 100.00 %
Figure B.3 Table B.3

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Vega Auto Accessories Private Limited, BELGAUM.

1) You use your Helmet while riding on vehicle?

Options Response of Respondents % Analysis


Yes 100 66.70 %
No 50 33.30 %
Total 150 100.00 %
Table B.4

Interpretation

The above table shows that 66.70% of the respondents use the Helmet while riding on
vehicle. On the other hand 33.30% of the respondents don’t use the helmet while riding on
vehicle.

Majority of the respondents uses the Helmet while riding on vehicle.

(All respondents’ responses are taken into consideration while coming to this particular
conclusion)

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Vega Auto Accessories Private Limited, BELGAUM.

2) Do you use Vega Helmet?

Options Response of Respondents % Analysis


Yes 60 60.00 %
No 40 40.00 %
Total 100 100.00 %
Table B.5

Interpretation

The above table shows that 60% of the respondents use the VEGA HELMETS. On
the other hand 40% of the respondents use the other company Helmets.

Majority of the respondents use the Vega Helmets.

(All helmet users’ responses are taken into consideration while coming to this particular
conclusion)

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Vega Auto Accessories Private Limited, BELGAUM.

3) How long you have been a customer of Vega Helmet?

Options Response of respondents % Analysis


From last 6 months 15 25.00 %
From last 12 months 10 16.70 %
From last 18 months 15 25.00 %
From last 24 months 12 20.00 %
More than above months 08 13.30 %
Total 60 100.00 %
Table B.6

Interpretation

The above table shows that 25 % respondents use Vega helmet from last 6 months.
Next 16.70 % says from last 12 months. Next 25 % says from last 18 months. Next 20 % says
from last 24 months. And final 13.30 % says last more than 24 months.

(Only Vega helmet user’s responses are taken into consideration while coming to this particular
conclusion)

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Vega Auto Accessories Private Limited, BELGAUM.

4) What type of helmet you use?

Options Response of respondents % Analysis


Full-face 45 45.00 %
Open-face 40 40.00 %
Off-road 10 10.00 %
Other 05 5.00 %
Total 100 100.00 %
Table B.7

Interpretation

The above table shows that 45 % of the respondents use the full-face Helmets.
Next 40 % use the open-face Helmets. Next 10 % use the off-road Helmets. And final 5 % use
the other type of Helmets.

Majority of the respondents use the full-face Helmet.

(All helmet users’ responses are taken into consideration while coming to this particular
conclusion)

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Vega Auto Accessories Private Limited, BELGAUM.

5) Would you purchase VEGA HELMET again?

Options Responses of Respondents % Analysis


Definitely 25 41.70 %
Probably 20 33.30 %
Not Sure 10 16.70 %
Probably not 05 8.30 %
Definitely not 00 0.00 %
Total 60 100.00 %
Table B.8

Interpretation

The above table shows that 41.70 % of respondents definitely purchase Vega helmets
again. Next 33.30% probably purchase again. Next 16.70 % are not sure about purchase. Final
8.30% probably not purchase again.

Majority of the respondents want to purchase Vega Helmets again.

(Only Vega helmet user’s responses are taken into consideration while coming to this particular
conclusion)

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Vega Auto Accessories Private Limited, BELGAUM.

6) Would you recommend your friend to purchase VEGA HELMET?

Options Responses of Respondents % Analysis


Definitely 22 36.70 %
Probably 23 38.30 %
Not Sure 13 21.70 %
Probably not 01 1.70 %
Definitely not 01 1.60 %
Total 60 100.00 %
Table B.9

Interpretation

The above table shows that 36.70 % of respondents definitely recommend


purchasing Vega Helmet to their friends. 38.30 % probably recommend. 21.70 % respondent not
sure. Next 1.70 % probably not recommends. Final 1.60 % is respondents definitely not.

(Only Vega helmet user’s responses are taken into consideration while coming to this particular
conclusion)

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Vega Auto Accessories Private Limited, BELGAUM.

7) How satisfied you are with the following characteristics of VEGA HELMET?

Options Very satisfied Satisfied Neither satisfied Dissatisfied Very Total


nor dissatisfied dissatisfied
Price & 30 20 05 05 00 60
Quality
Color & 32 26 02 00 00 60
Design
Purchase 27 18 09 04 02 60
Experience
Usage 29 16 10 02 03 60
Experience
Safety & 41 14 05 00 00 60
Comfort
Service after 23 22 10 02 03 60
sales
Avg No 30.33 19.33 6.83 2.17 1.33 60
Responses of
Respondents
% Analysis 50.60 % 32.20 % 11.40 % 3.60 % 2.20 % 100 %

Table B.10

Interpretation

The above table shows that 50.60 % respondents are Very satisfied with the
following characteristics of Vega Helmet. 32.20 % of the respondents are satisfied with the
following characteristics of the Vega Helmet. 11.40 % are Neither satisfied nor dissatisfied with
the characteristics of the Vega Helmet. Next 3.60 % are dissatisfied with the characteristics of
Vega Helmet. Final 2.2. % is very dissatisfied with the Vega Helmet.

(Only Vega helmet user’s responses are taken into consideration while coming to this particular
conclusion)

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Vega Auto Accessories Private Limited, BELGAUM.

Figure B.10

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Vega Auto Accessories Private Limited, BELGAUM.

8) How important are the following characters while purchasing helmet?

Options Responses of Respondents %


Price Color Safety Service Total Avg No of Analysis
& & & after sales Respondents
Quality design Comfort
Very 81 61 80 59 150 70.30 46.80 %
Important
Important 34 55 46 33 150 42.00 28.00 %
Neutral 21 31 24 21 150 24.30 16.20 %
Less 10 03 00 23 150 9.00 6.00 %
Important
Not at all 05 00 00 14 150 4.75 3.00 %
Important
Table B.11

Interpretation

The above table show that 46.80 % respondents are gives very importance for
following characteristics while purchasing helmet. 28.00 % of the respondent are think
important. 16.20 % of the respondents are think neutral. Next 6.00 % of the respondents are
thinks less important. Final 3.00 % respondents are thinks that not at all important.

(All helmet users’ responses are taken into consideration while coming to this particular
conclusion)

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Vega Auto Accessories Private Limited, BELGAUM.

Figure B. 11

Gogte Institute of Technology, BELGAUM. Page 59


Vega Auto Accessories Private Limited, BELGAUM.

9) How satisfied you are with your Helmet?

Options Responses of Respondents % Analysis


Very Satisfied 60 60.00 %
Satisfied 20 20.00 %
Neutral 10 10.00 %
Dissatisfied 05 5.00 %
Very dissatisfied 05 5.00 %
Total 100 100 %
Table B.12

Interpretation

The above table shows that 60.00 % respondents are very satisfied with there helmet.
20.00 % are satisfied with helmet. 10.00 % are neutral with their helmet. Next 5.00 % are
dissatisfied with their helmet. Final 5.00 % are very dissatisfied with their helmet.

(All helmet users’ responses are taken into consideration while coming to this particular
conclusion)

Figure B.12

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Vega Auto Accessories Private Limited, BELGAUM.

10) a. Over the past years my loyalty increased towards Vega Helmet?

Options Responses of Respondents % Analysis


Yes 47 78.30 %
No 13 21.7 %
Total 60 100 %

Table B.13

Interpretation

The above table shows that 78.30 % respondents are says that over the past years their
loyalty increased towards Vega Helmets. And remaining 21.7 % respondents are says no.

(Only Vega helmet user’s responses are taken into consideration while coming to this particular
conclusion)

Figure B.13

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Vega Auto Accessories Private Limited, BELGAUM.

10) b. I believe the company Vega Auto Accessories Pvt LTD deserves my loyalty

Option Response of respondents % Analysis


Yes 54 90 %
No 06 10 %
Total 60 100 %

Table B.14

Interpretation

The above table shows that 90.00 % respondents are say that Vega Auto Accessories
Pvt LTD deserves their loyalty. And remaining 10.00 % respondents are says no.

(Only Vega helmet user’s responses are taken into consideration while coming to this particular
conclusion)

Figure B. 13

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Vega Auto Accessories Private Limited, BELGAUM.

11) What specifically are you satisfied or dissatisfied with your Vega Helmet?

Reasons for satisfaction of respondent with Vega Helmet are

• Quality

• Safety

• Comfort

• Verity of Product

• Keeping customer fully informed

Interpretation:

Various reasons are given by the customers for the satisfaction like quality of the
helmet, safety, comfort while using it, availability of huge rand of products and keeping
customer fully informed about its new products etc

 Reasons for the dissatisfaction of respondents with Vega Helmet are


• No company showrooms

• Lack of advertisements

• Price

Interpretation:

Various reasons are given by customers for dissatisfaction like no company


showrooms, lack of advertisements, price etc. The company need more focused approach for
satisfying the customers.

(Only Vega helmet user’s responses are taken into consideration while coming to this particular
conclusion)

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Vega Auto Accessories Private Limited, BELGAUM.

12) Do you think Helmet should make compulsory?

Options Responses of respondents % Analysis


Yes 82 54.70 %
No 68 45.30 %
Total 150 100 %
Table B.14

Interpretation

The above table shows that 54.70 % respondents are in the favor that helmet should
made compulsory. On the other hand 45.30 % respondents are not in the favor.

(All respondents’ responses are taken into consideration while coming to this particular
conclusion)

Figure B.14

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Vega Auto Accessories Private Limited, BELGAUM.

13) What stimulated you to purchase other company helmet?

Options Responses of Respondents % Analysis


Price 08 20.00 %
Quality & Design 03 7.50 %
Easy Availability 10 25.00 %
Good Ventilation 14 35.00 %
Brand 15 37.50 %
Total 40 100 %

Table B.15

Interpretation

The above table shows that 20.00 % respondents are purchased other company
helmet because of low price. 7.50 % respondents are due to quality & design. 25.00 %
respondents are because of easy availability. Next 35.00 % respondents are because of good
ventilation. Final 37.50 % respondents are because of good brand name.

(Only Non-Vega Helmet user’s responses are taken into consideration while coming to this
particular conclusion)

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Vega Auto Accessories Private Limited, BELGAUM.

14) I don’t use Helmet because it is

Options Responses of Respondents % Analysis


Heavy 13 26.00 %
Makes me look bad 07 14.00 %
Ventilation problem 13 26.00 %
Blocks side view 17 34.00 %
Total 50 100 %

Table B.16

Interpretation

The above table shows that 26.00 % respondents are don’t use helmet because of
its weight. 14.00 % respondents are because its makes look them bad in it. 26.00 % respondents
are due to ventilation problem. Final 34.00 % respondents are not use helmet because it blocks
side view.

(Only Non-Helmet user’s responses are taken into consideration while coming to this particular
conclusion)

Figure B.16

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Vega Auto Accessories Private Limited, BELGAUM.

Findings:

 66.70% of the respondents use the Helmet while riding on vehicle. On the other
hand 33.30% of the respondents don’t use the helmet while riding on vehicle.

 60% of the respondents use the VEGA HELMETS. On the other hand 40% of the
respondents use the other company Helmets.

 25 % respondents use Vega helmet from last 6 months. Next 16.70 % says from
last 12 months. Next 25 % says from last 18 months. Next 20 % says from last 24
months. And final 13.30 % says last more than 24 months.

 45 % of the respondents use the full-face Helmets. Next 40 % use the open-face
Helmets. Next 10 % use the off-road Helmets. And final 5 % use the other type of
Helmets.

 41.70 % of respondents definitely purchase Vega helmets again. Next 33.30%


probably purchase again. Next 16.70 % are not sure about purchase. Final 8.30%
probably not purchase again.

 36.70 % of respondents definitely recommend purchasing Vega Helmet to their


friends. 38.30 % probably recommend. 21.70 % respondent not sure. Next 1.70 %
probably not recommends. Final 1.60 % is respondents definitely not.

 50.60 % respondents are Very satisfied with the following characteristics of Vega
Helmet. 32.20 % of the respondents are satisfied with the following characteristics
of the Vega Helmet. 11.40 % are Neither satisfied nor dissatisfied with the
characteristics of the Vega Helmet. Next 3.60 % are dissatisfied with the
characteristics of Vega Helmet. Final 2.2. % is very dissatisfied with the Vega
Helmet.

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Vega Auto Accessories Private Limited, BELGAUM.

 46.80 % respondents are gives very importance for following characteristics while
purchasing helmet. 28.00 % of the respondent are think important. 16.20 % of the
respondents are think neutral. Next 6.00 % of the respondents are thinks less
important. Final 3.00 % respondents are thinks that not at all important.

 60.00 % respondents are very satisfied with there helmet. 20.00 % are satisfied
with helmet. 10.00 % are neutral with their helmet. Next 5.00 % are dissatisfied
with their helmet. Final 5.00 % are very dissatisfied with their helmet.

 78.30 % respondents are says that over the past years their loyalty increased
towards Vega Helmets. And remaining 21.7 % respondents are says no.

 90.00 % respondents are saying that Vega Auto Accessories Pvt LTD deserves
their loyalty. And remaining 10.00 % respondents are says no.

 Various reasons are given by the customers for the satisfaction like quality of the
helmet, safety, comfort while using it, availability of huge rand of products and
keeping customer fully informed about its new products etc

 Various reasons are given by customers for dissatisfaction like no company


showrooms, lack of advertisements, price etc. The company need more focused
approach for satisfying the customers.

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Vega Auto Accessories Private Limited, BELGAUM.

 54.70 % respondents are in the favor that helmet should make compulsory. On the
other hand 45.30 % respondents are not in the favor.

 20.00 % respondents are purchased other company helmet because of low price.
7.50 % respondents are due to quality & design. 25.00 % respondents are because
of easy availability. Next 35.00 % respondents are because of good ventilation.
Final 37.50 % respondents are because of good brand name.

 26.00 % respondents are don’t use helmet because of its weight. 14.00 %
respondents are because its makes look them bad in it. 26.00 % respondents are
due to ventilation problem. Final 34.00 % respondents are not use helmet because
it blocks side view.

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Vega Auto Accessories Private Limited, BELGAUM.

Suggestions:

 Customer service. Go the extra distance and meet customer needs. Train the
staff to do same. Customers remember being treated well.

 Employee Loyalty. Loyalty works from top to bottom. If you are loyal to your
employee, they will feel positively about their jobs and pass that loyalty alone to
your customers.

 Employee Training. Train employees in the manner that you want them to
interact with customers. Empower employees to make a decision that benefits
the customer.

 Customer Incentives. Give customers a reason to return to your business.

 Be Flexible. Try to solve customer problem or complaints to the best of your


ability. Excuses – Such as “That is our policy “- will loose more customers.

 Know their Names. Get to know the names of your regular customers or at least
recognize there faces.

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Vega Auto Accessories Private Limited, BELGAUM.

c) Conclusions:

The primary purpose of this research was to investigate the factors that influence
customer satisfaction and customer loyalty in Indian helmet market. The factors with a
significant on customer satisfaction are quality, design, color and handiness. The factors with
significant impact on customer loyalty are service after sales, quality and promotion.

The study utilizes a small sample from the Belgaum, Pune & Kolhapur. This may
inhibit the generalizability of the findings, yet it is a sufficient indicator of satisfaction and
loyalty variables.

It is necessary to look into the new technology on manufacturing of good and large number of
helmets. There is a constant steam of light weight and new type of helmets being introduced for
consumers. Theses include good design, ventilation and comfort. Further study is required to
note the impact of such additions on customer expectation, satisfaction and loyalty.

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Vega Auto Accessories Private Limited, BELGAUM.

d) Annexure
Tables

Table No Descriptions Page No


1.1 List of company helmets 3
2.b,1 Type of business 4
2.e,1 Area of operation 7
2.f,1 Ownership pattern 8
2.g,1 Competitor information 9
3.1 Mckensy’s 7 S 13
3.2 Structure 13
3.3 Exhibition shows 19
3.4 Skills 25
3.5 Company Staff 26
3.6 SWOT Analysis 27

Figures

Figure Descriptions Page No

2.b,1 Product portfolio 6


2.j,1 Workflow model 11
3.1 Mckensy’s 7 S 12
3.2 Organization structure

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Vega Auto Accessories Private Limited, BELGAUM.

Questionnaire for “Analyzing the Customer Perception, Satisfaction &


Loyalty towards Vega Auto Accessories PVT LTD” (Vega Helmet user)
Date: __ / 02 / 2010 Place: _________

Dear Sir/Madam

I Vinayak S Kittur, student of Gogte Institute of Technology (GIT), Belgaum,


conducting a Market Research to know “The customer Perception, Satisfaction &
Loyalty towards Vega Auto Accessories PVT LTD”. Kindly extend your cooperation in
filling this questionnaire and enable in doing the research successfully.

1. You use your Helmet while riding vehicle?

Yes No

2. Do you use VEGA HELMET?

Yes No

3. How long have you been a customer of VEGA HELMET?

From last 6 months From last 18 months

From last 12 moths From last 24 months

More than above months

4. What type of helmet you use?

Full-face Open-face

Off-road Other

5. Would you purchase VEGA HELMET again?

Definitely Probably Not sure

Probably not Definitely not

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Vega Auto Accessories Private Limited, BELGAUM.

6. Would you recommend your friends to purchase VEGA HELMET?

Definitely Probably Not sure

Probably not Definitely not

7. How satisfied are you with the following Characteristics of VEGA HELMET?

Very Satisfied Neither Dissatisfied Very


satisfied Satisfied dissatisfie
Feature nor d
dissatisfied
Price &
Quality
Color &
Design
Purchase
experience
Usage
experience
Safety &
Comfort
Service after
sales

8. How important are the following characters while purchasing Helmets?

Very Important Neutral Less Not at all


important Important Important
Feature
Price & Quality
Color & design
Safety &
comfort
Service after
purchase

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Vega Auto Accessories Private Limited, BELGAUM.

9. How satisfied you are with your Helmet?

Very satisfied Satisfied Neutral

Dissatisfied Very dissatisfied

10. Please rate your level of agreements with the following statements

(Scale is with 1-5, 5 being completely agree and 1 being completely disagree)

1 2 3 4 5
a Over the past years my loyalty increased towards company
b I believe the company VEGA Auto Accessories Pvt LTD
deserves my loyalty

11. What specially are you satisfied or dissatisfied with your Vega Helmet?

12. Do you think that Helmet should make compulsory?

Yes No

13. Any suggestion from you to improve the product

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Vega Auto Accessories Private Limited, BELGAUM.

A word about yourself:

Name: _____________________________________________

Gander: Male Female

Age: 16 - 22 23 - 30

30 – 45 46 – above

Occupation: Student Employee

Business House wife

Vehicle you use: Motorcycle Scooter

Moped Eco - bikes

Thank you for your valuable feedback

Gogte Institute of Technology, BELGAUM. Page 76


Vega Auto Accessories Private Limited, BELGAUM.

Questionnaire for “Analzing the Customer Perception, Satisfaction & Loyalty


towards Vega Auto Accessories PVT LTD” (Non- Vega Helmet user)

Date: __ / 02 / 2010 Place: _________

Dear Sir/Madam

I Vinayak S Kittur, student of Gogte Institute of Technology (GIT), Belgaum,


conducting a Market Research to know “The customer Perception, Satisfaction &
Loyalty towards Vega Auto Accessories PVT LTD”. Kindly extend your cooperation in
filling this questionnaire and enable in doing the research successfully.

1. You use your Helmet while riding vehicle?

Yes No

2. What type of helmet you use?

F Full-face Open-face

Off-road Other

3. How important are the following characters while purchasing helmets?

Very Important Neutral Somewhat Not at all


important important important
Feature
Price &
Quality
Color &
design
Safety &
comfort
Service after
purchase

Gogte Institute of Technology, BELGAUM. Page 77


Vega Auto Accessories Private Limited, BELGAUM.

4. How satisfied you are with your Helmet?

Very satisfied Satisfied Neutral

Dissatisfied Very Dissatisfied

5. What stimulated you to buy other company Helmet?

Price Quality & design Easy Availability

Good ventilation Brand

6. Do you think that helmet should make compulsory?

Yes No

Gogte Institute of Technology, BELGAUM. Page 78


Vega Auto Accessories Private Limited, BELGAUM.

A word about yourself:

Name: __________________________________________

Gander: Male Female

Age: 16 - 22 23 - 30

30 – 45 46 – above

Occupation: Student Employee

Business House wife

Vehicle you use: Motorcycle Scooter

Moped Eco - bikes

Thank you for your valuable feedback

Gogte Institute of Technology, BELGAUM. Page 79


Vega Auto Accessories Private Limited, BELGAUM.

Questionnaire for “Analzing the Customer Perception, Satisfaction & Loyalty


towards Vega Auto Accessories PVT LTD” (Non- Helmet user)

Date: ___/ 02 / 2010 Place: _______________

Dear Sir/Madam

I Vinayak S Kittur, student of Gogte Institute of Technology (GIT), Belgaum,


conducting a Market Research to know “The customer Perception, Satisfaction &
Loyalty towards Vega Auto Accessories PVT LTD”. Kindly extend your cooperation in
filling this questionnaire and enable in doing the research successfully.

1. You use your Helmet while riding vehicle?

Yes No

2. How important are the following characters while purchasing helmets?

Very Important Neutral Less Not at all


important Important Important
Feature
Price
Quality
Color &
design
Safety &
comfort
Service after
purchase

3. I do not use HELMET because it is

Heavy Makes me look bad

Ventilation problem Blocks the side view

4. Do you think that helmet should make compulsory?

Yes No

Gogte Institute of Technology, BELGAUM. Page 80


Vega Auto Accessories Private Limited, BELGAUM.

A word about yourself:

Name: _______________________________________________

Gander: Male Female

Age: 16 - 22 23 - 30

30 – 45 46 – above

Occupation: Student Employee

Business House wife

Vehicle you use: Motorcycle Scooter

Moped Eco - bikes

Thank you for your valuable feedback

Gogte Institute of Technology, BELGAUM. Page 81


Vega Auto Accessories Private Limited, BELGAUM.

e) Bibliography

Reference books:

 Philip Kotler and Kevin Lane Keller, Marketing Management,


Pearson Education ltd, 12e, 2007.

 Rajendra Nargundkar, Marketing Research, TMH, 3e, 2008

Websites:
 www.vegahelmets.com
 www.google.com
 www.vega.com
 www.scribed.com

Contact Vinayak Kittur On Vinayak135@yahoo.com

Gogte Institute of Technology, BELGAUM. Page 82