A PROJECT REPORT ON “CUSTOMER SATISFACTION OF JALARAM FURNITURE”
SUBMITTED IN PARTIAL FULFILMENT FOR THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)
SUBMITTED BY ANTALA VIJAY BHAGVANBHAI 02
PROJECT GUIDE MR. HORMAZ D. PATEL
THE SURAT PEOPLE’S CO.OP.BANK COLLEGE OF BUSINESS ADMINISTRATION, UDHNA, SURAT 2010-11
1. INDUSTRY DETAIL
1.1 World Furniture Industry
Furniture industry has changed over the years. It no longer restricts itself to a production of a chair or a table or a bed but today it includes manufacturing of a range of furniture and home furnishings and designed interiors which spell class and elegance. There is a boom time for furniture industry. Every country sport a string of furniture showrooms of all kinds and sizes. Changing lifestyle, disposable incomes, economy growth, increasing migration to urban areas have all contributed to the demand for furniture and in turn the growth of the furniture industry aswhole. Furniture industry comprises not only the production of a wide range of products related to office, living room, bedroom, kitchen , garden, school furniture but also mattresses, furnishings, upholstery, parts of furniture etc. A wide variety of raw materials are used in production of furniture like wood, rattan, plastic and metal and more recently silver. Including various varieties of wood, wooden furniture is the major production and exports of the furniture industry in almost every country.
1.2 The world furniture market :World production of furniture is worth about US$ 376 billion in current US$. This estimate is based on CSIL processing of data from official sources, both national and international, that cover the 60 most important countries.The seven major industrial economies (which are, in order of furniture production, the United States, Italy,Germany, Japan, France, Canada and the United Kingdom) together produce about US$ 159 billion. The furniture production of all high income countries combined covers 58% of the world total.Furniture production in middle and low income countries currently amounts to 42% of the world total in value.There are three countries (China, Poland and Vietnam) where production is increasing rapidly thanks to investments in new plants especially designed and built for exports.World furniture trade basically involves 60 countries. The leading importers are the United States, Germany,France and the United Kingdom. The major exporters are China, Italy, Germany and Poland.
1.3 The “World Furniture Outlook 2010”
In 2009 the world economy was in recession and furniture demand has decreased in all large furniture markets (i.e. those selling more than US$ 10 billion of furniture at retail prices), with the exception of China and India.Conditions are expected to stabilize in 2010 and substantial growth is expected in China, India and Russia.Other major markets (the US, Canada, Australia, South Korea) will grow moderately. In all other large markets demand will be either stagnant or decreasing.
1.4 Furniture consumption in large markets, 2009 and 2010. Forecasts of yearly changes in real terms
Real change forecasts
UNITED STATES CHINA GERMANY ITALY UNITED KINGDOM FRANCE JAPAN CANADA SPAIN INDIA AUSTRALIA SOUTH KOREA RUSSIA
-10% 6% -5% -11% -10% -4% -10% -3% -10% 5% -1% -5% -10%
1% 6% 0% -1% -5% 0% 0% 1% -5% 6% 1% 1% 3%
1.5 INDIAN FURNITURE INDUSTRY The furniture industry in India is considered as a “non organized” sector, with handicraft production accounts for about 85% of the furniture production in India. The furniture sector in India only makes a marginal contribution to the formation of GDP, representing just a small percentage (about 0.5%).Among all the types of furniture used, office furniture segment is the one that boasts the most important companies, both from the point of view of size and of the technological innovation of the production. The furniture industry employs a total of around 300,000 workers.
1.6 Size of Indian Furniture Market
Indian Furniture market is estimated to be more than Rs. 60,000 cr. The industry is dominated by the unorganized sector, which constitutes 90% of the market. The organized furniture market is at 10% and growing at about 35% CAGR. Furniture segment comprises 65% of the home market & 35% of Institutions. The entire Home decor category spends, furniture accounts about 68% of the share while remaining 32% comprises of furnishings and home improvement. Imported furniture constitutes to 85% of the total organized furniture industry in the country. India imports furniture from Italy, Germany, Spain, China, Korea, Malaysia, Indonesia and Philippines.
The Indian furniture industry is estimated at around Rs 35,000 crore (Rs350 billion). Eighty-five per cent of this falls into the unorganized sector.
The share of the wooden furniture market is around Rs.60 crore (Rs.600 million).
According to a World Bank study, the organized furniture industry is expected to grow by 20 per cent a year and India, Russia and Brazil will witness a boom.
The range of indigenous furniture available in India includes both residential and contract system furniture, with an increased concentration in office and kitchen furniture.
Manufacturers in India generally use a three-tier selling and distribution structure, comprising the distributor, wholesaler and retailer.
The current imports are mainly from Italy, Germany, Spain, China, Korea, Malaysia, Indonesia, the Philippines and Japan.
It has been estimated that the top 784 urban centers contribute 41 per cent to the total consumer furniture market. A and B type cities together contribute 33 per cent of the total market.
1.8 Indian furniture exports and imports by country and product:
- office furniture - kitchen furniture - upholstered furniture - non-upholstered seats - bedroom furniture - other furniture - seats parts - furniture parts
1.9 COMPANIES - AadhiArts, - Anugraha Wood Products Ltd, - Bhutan Board Exports Ltd, - Brite Safe Co, - Climpex India, - Cum-Bed Industries, - Deeco, - Durga Interiors, - Ecowood Ltd, - Elfur Industries (I) Pvt Ltd, - Featherlite Production Ltd, - Feroke Boards Pvt Ltd, - Gek Wood Pvt Ltd, - Comma Wood Products, - Hexagon Heavea Processors, - Hyrange Wood Treats Pvt Ltd, - I-Dzine, - Jacteek Furniture Pvt Ltd, - Justart Etc, - Keshavial Mangubhai & Co, - Kotcharla Industries, - Lamiwud, Lily Art, -Modern Woodtech, - Narmada Industries, - Nilambur Good Wood Pvt Ltd, - ODver Furniture, - Ozigo Interiors, - Pace Furniture, - Premani Products,
- Quetzel Designs India Pvt Ltd, - Rathore‟s, - Riddhi Furniture Products, - Sivasakthi Woodworks, - Sudama Furniture Pvt Ltd, - Talin Modular Office Furniture System, - Tirupati Coirs Pvt Ltd, - Unique Wood Industries, - Usha Shriram Furniture Industries, - V3 Engineers, - Vishal Chairs, - Western India Plywood Ltd, - Woodmart Interiors Pvt Ltd.
1.10 Indian Wooden Furniture Industry 2010
19 October 2010- Indian wooden furniture is appreciated worldwide for its graceful looks and durability. Fortunately for India, the popularity of Indian furniture is growing with leaps and bounds in today's date. The furniture industry output by the end of the current fiscal year is estimated at US $8 billion. The timber producing sector of India comprises of hundreds of small and medium scale wood companies which account for around 85% of the total output. Though, the bigger enterprises and exporters tactfully strike a decent balance with the smaller firms. The boom in the Indian furniture industry has got a lot to do with the growing housing and tourism sector. So much so, that for the next five years, furniture sector output is expected to grow by 15% per year!
The numerous Indian wood furniture manufacturers source the raw material from the local agro forestry plantations. These plantations mainly consist of the following wood typeBabul/Kikar (Acacia Arabica), Sissoo (Dalbergia Sissoo), Neem (Melia Azadirachta) and Mango
(MangiferaIndica). These woods are most often used to make antique style furniture pieces. Apart from the major furniture articles like sofa sets, dining table etc., smaller pieces of furniture such as wooden stools for household purposes, or wooden desks for schools etc. are also quite favored items. Going by the booming trends of the Indian wood industry, the government of the country too has taken worthy steps for promoting the signature Indian wood work, wooden industries and plantation farmers in this particular sector. Currently the agro-forestry plantations are able to provide a sustainable harvest of approximately half a million cubic meters per year. Owing to the improvement trends in the wood industry, more than 150 sawmills have been reopened which has effectively generated business as well as employment in the sawmill sector. Together with this, a number of new industrial licenses for medium and large scale wood working units are lying pending for approval.
1.11 Growth Of The Furniture Industry In India
India is a land of wonderful and marvelous artistic work of wood. The rich handicraft and beautiful traditional attributes of art and design have established a reputation of Indian Furniture Industry in the nation and worldwide. The exceptional designs, rich, compact, and luxurious trends and, not the least, the supreme quality have given elegance to the furniture segment in the traditional as well as modern aspect. The fast emerging concept of standard lifestyle, interior designing, sense of comfort and architecture has given Furniture Industry an essential ever growing platform and thus empowering the industry to be termed as great manufacturers and exporters of grand quality furniture in terms of art, style, technology and beauty. And of course, globalization and media are also strong factors to give rise to the industry. The strongest factor for this upraise is the huge investment done by the foreign manufacturers and the credit definitely goes to versatile range of products by the industry. The Indian wooden furniture industry is generating approximately a turnover of Rs 3,500 crore annually. The market of wooden furniture solely owns the share of nearly Rs 60 crore. And as
per one of the survey done recently, the industry is expected to grow by 20 percent in coming times. The marked development of the industry has enhanced the leading foreign brands to budget in their confidence and money in Indian Furniture Industry. The world market now feels pleasure and confident to join hands with Indian Furniture brands, to name few are Godrej & Boyce Manufacturing Co. Ltd., Furniturewala, Zuari, Yantra, Renaissance, N R Jasani & Company, Furniture Concepts, Durian, Kian, Millenium Lifestyles, Truzo, PSL Modular Furniture, BP Ergo, Tangent, Featherlite and Haworth and much more to add to the growth of the industry. To conclude the vast development and growth of the industry, it can be well quoted that it has infact become a great pride for the nation to hold a magnificent impact for its fine art and marvelous work in furniture all over the world. The future is with too many bright colours of growth miles and miles ahead in terms of unique furniture of all trends to occupy every thought of decorating or renovating the era for decades and decades. Three cheers for the excellent growth of Indian Furniture Industry
1.12 FUTURE OF THE INDIAN FURNITURE INDUSTRY
The visible consumption of furniture is estimated to be 15 USD per year per inhabit but this average hides wide variation in populations and in cities. Usually, a manufacturer or a craftsman has his own store(s) where he presents products or imported furniture. Consumers choose in the store or order bespoke furniture. India presents a favorable outlook to sell furniture and one expects the furniture industry to grow further in the coming years. Two important reasons for this are: First India‟s large size and; Secondly, Indian tastes have started to be more refined and Indian people are looking for more western furniture style. The prospect of the furniture sector in India seems positive. Several agreements have been signed between local producers looking for technology and European companies trying to reach a market or to reduce their costs. The current imports are mainly from Italy, Germany, Spain, China, Korea, Malaysia, Indonesia Philippines and Japan. Now, foreign companies can invest up to 100% in most of the manufacturing industries in India, including furniture. The dividends earned are exempt from
taxes and may be repatriated to their country of origin. It is thus obvious that many foreign companies see India as a country with a strong commercial appeal both as an emerging market and as an economic partner in possible collaboration between small to medium-sized companies. The options open to the foreign entrepreneur wanting to penetrate the Indian market are: → set up a joint venture with an Indian partner. → acquire a local company. → set up an office to co-ordinate organizational activities between the company operating in India and the controlling company. → set up a Distributor/Wholesaler/Agent with a dealer network. A recent on-field UEA research, co-funded by the European Commission, has allowed to identified some 150 Indian companies (furniture manufacturers and retailers but also banks, hotels, enterprises) wishing to start commercial and/or industrial co-operation with EU counterparts. Their company profiles are quite complete. Legislation on various ways of setting up business and on intellectual property rights exists as well as a lot of advantages for foreign companies to establish business alone or with partners in India. Indian government is continuously taking steps to minimize entry-exit barriers for foreign companies and government is facing pressure to liberalize the duty structure. Further, in comparison with other countries such as China and Mexico, where the time required to start a business is less, India still involves more legal fulfillments.
2. COMPONY DETAIL
One of the largest manufacturing companies with latest plants and machinery is started in 1983 by Mr.Govindbhai Patel, who is the visionary, technocrat & a person of pragmatic approach. The timely adaptation of cost effective production techniques in association with group of doyens from national level branded steel furniture and office equipment industries, he could prove that in any business, sharing of „Power of Knowledge‟ and „Speed of Decision‟ can play a decisive role in its success. In the present era of cut-throat competition, systematic control
of cost and undesirable overhead expense is the only way to bring a quality product at a competitive and reasonable rate.
2.1 Showroom at Varachha (Surat)
Company has established more than 5 production facilities in different locations so that most of the non-critical components are manufactured at a minimum cost by availing various tax benefits. At the same time, in socio-economic front, most of its integration activities have generated employment opportunities for many people directly as well as through various ancillary units. Jalaram is a regional based company and the company wants to perform better to go to the national level. Jalaram furniture manufactures various products like wooden, plastic and steel furniture. The main factory is at Laskana (25 kms. from Surat city), the second largest of its kind, with its latest plants and machineries, is monitored by Mr.Karshanbhai Patel.
2.2 Factory at Laskana (Surat)
In this Factory they use Latest Technology machineries and very educated employees and workers work in this factory. The Jalaram Steel furniture Pvt. Ltd. has got the ISO 9001:2000 certificate in 2003. Jalaram is the first steel furniture company from Gujarat having received above certification. Jalaram has a basic Philosophy and policy of manufacturing and supplying only quality product experience and qualified engineer are looking after the production facilities under the direct control of managing director Mr. Karshanbhai Patel and his son.
Company has got distributor, dealer supported by trained sales and service personnel in all important city and towns to provide timely service to there customer in addition to company has strongly centralized marketing setup to directly look after order of bulk customer under the direct supervisor of marketing manager. Jalaram company manufacture wooden, plastic furniture and its marketing department handle by Mr.K.K.Soman (Marketing Manager) who has got more than two decades of marketing experience in steel furniture and security equipment, during his senior level association with M/S Chandan Metal Product.
Its main product is custom made furniture for Office household, Computer centre, Hospital, Educational institutional, Canteen etc. Its main finance is State Bank of Saurasthra at Varachcha Road, Surat. In this organization the main raw material used is CRCA Steel, Paint (Liquid and Powder) primer, locks anti-rust treatment chemical particle board tops and other standards accessories, company. The entire Jalaram products are warranted for a period of 24 months against any manufacturing defects or faulty workmanship.
2.3 People behind the company
B.O.D CMD Director Director Director General manager
NAME Mr. Govindbhai Patel Mr. Karshanbhai Patel Mr. Rajubhai Patel Mr. Rajeshbhai Patel Mr. K.K. Somam
jalaram Steel Furniture (P) Ltd., One of the largest manufacturing companies with latest plants and machines is started in 1983 by shri Govindbhai Patel, who is a visionary, technocrat & a person of progmatic approach. The timely adaption of cost effective productio technique in association with group of doyens from notional level branded steel furniture and office equipment industries, he could prove that in any business, sharing of ?Power of Knowledge? and ?Speed of Decision? can play a derisive role in its success. In the present era of cut-throat competition, systematic control of cost and undesirable overhead expense is the oniy way to bring a quality product at a competitive rate.
The stringent quality control and inspection method, conforming to latest IS standard is carried out at all stages, i.e. procurement of raw material stage to despatch offinished goods and accordingly, all due cares are taken in each and every points even from fixing screw to the final stage of packing.
To maintain global standard of quality and procedures, 'Jalaram' is the first furniture manufacturer from Gujarat obtaining the ISO 9001:2008 certification.All critical components and parts are procured only from ISO Certified manufacturers or the products with ISI marks. The ultimate result is the dream of common as well as rich Indian furniture customers is coming true.Yes, it is possible, high quality furniture is mostcompetitive of its kind from "Jalaram" Products and after sale services are available through distributors, all over the country.
2.7 Product list
Storage System Office Storage System Desking System Chief Executive Desk Office Table Conference Table Mobile Pedestal Premium Desk Multipurpose Table
Seating System Executive Chairs Teapoy Office Chair Computer Chairs Training Center Chair Perforated 3 Steater Chair
Sofa Canteen Furniture Canteen Table Dining Table
Library Furniture Display Rack Glassdoor Cabinet
Hostel Furniture Bed Wardrobe Study Table
School Furniture Rack Bench
Industrial Furniture Lockers Cabinet Industrial Work Bench
Domestic Furniture Wardrobe Cabinets Coffer Cash Box
Computer Furniture Wooden computer table Wooden cum steel computer table
Mobile Storage System Pull & Push Type Mechanical Type
Heavy duty storage system Heavy Duty Rack Light Duty Rack
2.8 List of Customers
2.8.1 Public Sector Undertaking O. N. G. C., Surat, Dehradun, Baroda, Mehsana, Cambay Hindustan Aeronautics Limited, Koraput IFFCO – Kalol B. S. N. L., Surat G. S. F. C. G. N. F. C. –Bharuch & Ahmedabad Petronet LNG Limited., Dahej Western Railway, HQ Mumbai & Div. offices, North Western Railway, Jaipur Gujarat Industrial Power Corp. Ltd., Goa Port Trust Bharat Petroleum Corporation Ltd Railway Staff College C. A. R. (NIANP), Bangalore Nuclear Power Corporation – Kakrapara
2.8.2 Central & State Government Dept & bodies. Municipal Corporation of Greater Mumbai Surat Municipal Corporation Nashik Municipal Corporation Central Excise E. P. C.O. Bhopal Income Tax Dept – Surat M. P. L. U. N., Bhopal
M.P.Road Transport Corporation M.P.Aids Control Society – Bhopal Vedanta Aluminium Medicine Testing Laboratory, Gwalior Central Soil and Water Conservation – Sunabeda
2.8.3 Universities & Educational Institutions North Maharastra University – Jalgaon Marathwada Agriculture University – Parbhani. Sardar Patel University - Anand Junagadh Agriculture University – Junagadh Navsari Agriculture University – Navsari Dr. H. S. Gour Vishvavidyalaya - Sagar Shivaji University – Kolhapur M. S. University, Baroda MDS University – Ajmer S. V. N. I. T. – Surat Sarvajanik College of Eng. & Tech Surat Somaiya Trust Educational Institutions – Mumbai Laxmi Vidyapith – Valsad Delhi Public School, Surat Indira Gandhi Engineering College - Sagar Jabalpur Engineering College, Jabalpur Jawaharlal Nehru Engineering College, Aurangabad College of Veterinary & Animal Sci. - Udgir Cummins College of Engineering For Women – Pune Pravara Medical Trust – Loni
Baberia Institute Tech. – Baroda Mahapragya Public School – Mumbai C.K.Pithawala Engineering College – Surat Kendriya Vidyalayas Most of the schools and colleges in Gujarat & outside Gujarat
2.2.4 Insurance Co., Financial Institutions, Banks L.I.C. of India – Various div. offices Various Nationalized Banks such as S.B.I. Co – operative Banks such as KDDC – Kolhapur,
2.2.5 Corporate House in public & Private Essar Group of Companies L&T TATA Motors – Pune Sesa Goa – Panji Wockhardt Group of companies Jaya Hind Industries, Pune Enercon India Ltd. – Daman P. C. L. Baroda & Dahej Garden Silk Mills Ltd Eagle Poonawala Industry Ltd Welspun India Ltd Cargill India Pvt. Ltd Sun Pharma Ltd. Steelco Gujarat Ltd.
Karp Mfg. Co. & diamond units in Surat & Navsari C. Mahendra Laxmi Diamond Mahendra Brothers Facets Polishing Works Pvt. Ltd. R. R. Diamond B. D. M. Mahavir Cardiac Hospital Most of the hospitals inside and outside Gujarat Sanofi Aventis Pharma Ltd. Prestigious Projects of Architects – Mr. Snehal Shah, Mr. Kaizar Meer, Mr. Mukeshbhai Variawala, Mr. Rajnibhai/Mr.Vipulbhai Dakshin Gujarat Vij Company Ltd.
2.2.6 Thousand of household and individual customers
2.3 Future plan of the organization
Company is Planning to go on a National Level on Marketing as well as Productive front: - Such as Cupboard, Table, and Chairs. Etc., Company is going to make high value products: Such as Executive Furniture, Powder Coated Furniture, and Liquid Coated Furniture. Company is going to manufacture an Oven Coated Product and Powder Coated Product. Not Only Raw Materials but all the Hardware is being qualified
3. Conceptual Framework
3.1 Definition Of Consumer Satisfaction
1. Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.
2. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. ...
3. A customer's perception of the degree to which their requirements have been fulfilled
4. Customers Experience Of A Product Or A Service Is Multifaceted So Hard To Determine
5. Customer satisfaction should not be viewed in a vacuum.For example, a customer may be satisfied with a product or service and therefore rate the product or service highly in a survey and yet same customer may buy another product.
3.2 TYPES OF CUSTOMERS :
There Are Two Types Internal Customers External Customers Internal Customers Customers Inside The Company. Every Person In The Process. Each Dept Is Customer Of Another.
External Customer Who Uses The Product Who Purchases The Product Who Influences The Sale Of Product Customer Perception Of Quality Quality Is What Customer Perceives To Be. Customer Change Their Needs
3.3 CUSTOMER PERCEPTION OF QUALITY
Asq Survey Shows That Important Factors That Influence Purchasing Are 1. Performance 2. Features 3. Service 4. Warranty 5. Price 6. Reputation
Comment Card. Customer Questionnaire. Focus Groups. Toll Free Telephone No. Customer Visits. Report Card. Internet & Computer. Employee Feedback. Customer complaints
FINDINGS AND ANALYSIS
Q.1 Do you ever purchased any kind of furniture from “Jalaram Furniture”?
Table: Yes Yes No Total No 80 20 100 Percentage (%) 80 20 100
Interpretation :The above chart shows that 80 respondents are purchased of furniture fromJalaram Furnitur, 20 respondents are not purchased of furniture from Jalaram Furniture
Q: 2 If Yes then what kind of furniture(s) you purchased from “Jalaram Furniture”? (Multiple tick mark is possible)
Table: Types of Furniture Cupboard Chair Table Treasure Home Furniture Other Total Frequency 31 38 33 15 28 13 158 Percentage (%) 20 24 21 9 18 8 100
The above chart shows that 31 respondent are purchased Cupboard, 38 respondent are purchased Chair, 33 respondent are purchased Table, 15 respondent are purchased Treasure, 28 respondent are purchased Home Furniture 13 respondent are purchased Other furniture from jalaram furniture
Q: 3 What kind of use of that furniture?
Table: Particular Home Purpose Office Purpose Total Frequency 47 33 80 Percentage (%) 59 33 100
In this survey 47 buyer use purchased furniture as home purpose and rest of buyer 33 use purchased furniture as office purpose.
Q: 4 Tick mark others furniture manufacturer you know. (Multiple tick mark is possible) 4.1 National
Table: National Godrej Durian Nilkamal Total Frequency 51 20 9 80 Percentage (%) 64 25 11 100
51 respondent are know Godrej furniture for national level furniture manufacturer 20 respondent are know Durian furniture for national level furniture manufacturer 9 respondent are know Nilkamal furniture for national level furniture manufacturer
Table: Domestic Jay Bhagvan Sheetal Sun Shine Total Frequency 21 44 15 80 Percentage (%) 26 55 19 100
21 respondent are know Jay Bhagvan furniture for Domestic level furniture manufacturer 44 respondent are know Sheetal furniture for Domestic level furniture manufacturerr company 15 respondent are know Sun Shine furniture for Domestic level furniture manufacturer company
Q: 5 How would you rate Jalaram Furniture on following parameters?
Table: No 1 2 3 4 5 Parameter Quality of product Very Good 43 Good 29 40 42 48 43 Fair 8 18 30 13 20 Poor 0 1 1 4 0 Very Poor 0 0 0 0 0 Total 80 80 80 80 80 WAM 1.56 1.99 2.31 1.89 2.04
opinion about behavior 21 of sales person overall opinion price Product range 7 15 17
5.1 Quality of product
Table: xi 1 2 3 4 5 Total fi 43 29 8 0 0 80 fixi
43 58 24 0 0 125
Graph: WAM = ∑ ∑
43 respondents believe that the quality of Jalaram Furniture is Very Good 58 respondents believe that the quality of Jalaram Furniture is good 24 respondents believe that the quality of Jalaram Furniture is fair 0 respondents believe that the quality of Jalaram Furniture is poor 0 respondents believe that the quality of Jalaram Furniture is very poor
5.2 opinion about behavior of sales person
Table: xi 1 2 3 4 5 Total Graph: WAM = ∑ ∑ fi
21 40 18 1 0
21 80 54 4 0 159
21 respondents believe that the opinion about behavior of sales person of Jalaram Furniture is Very Good 40 respondents believe that the opinion about behavior of sales person of Jalaram Furniture is Good 18 respondents believe that the opinion about behavior of sales person of Jalaram Furniture is fair 01 respondents believe that the opinion about behavior of sales person of Jalaram Furniture is Poor 00 respondents believe that the opinion about behavior of sales person of Jalaram Furniture is very poor
5.3 overall opinion
Table: xi 1 2 3 4 5 Total Graph: WAM = ∑ ∑ fi
7 42 30 1 0
7 84 90 4 0 185
07 respondents believe that the overall opinion of Jalaram Furniture is Very Good 42 respondents believe that the overall opinion of Jalaram Furniture is Good 30 respondents believe that the overall opinion of Jalaram Furniture is fair 01 respondents believe that the overall opinion of Jalaram Furniture is Poor 00 respondents believe that the overall opinion of Jalaram Furniture is very poor
Table: xi 1 2 3 4 5 Total Graph: WAM = ∑ ∑ fi
15 48 13 4 0
15 96 39 16 0 151
15 respondents believe that the price of Jalaram Furniture is Very Good 48 respondents believe that the price of Jalaram Furniture is Good 30 respondents believe that the price of Jalaram Furniture is fair 13 respondents believe that the price of Jalaram Furniture is Poor 04 respondents believe that the price of Jalaram Furniture is very poor
5.5 Product range
Table: xi 1 2 3 4 5 Total fi
17 43 20 0 0
17 86 60 0 0 163
Graph: WAM = ∑ ∑
17 respondents believe that the Product range of Jalaram Furniture is Very Good 43 respondents believe that the Product range of Jalaram Furniture is Good 30 respondents believe that the Product range of Jalaram Furniture is fair 20 respondents believe that the Product range of Jalaram Furniture is Poor 0 respondents believe that the Product range of Jalaram Furniture is very poor
Q: 6 What kind of quality of product you like mostly?
Table: Factor Size Shape Weight Color Comfort ness Total Frequency 15 33 8 15 9 80 Percentage (%) 19 41 10 19 11 100
15 respondents prefer the Size of product 33 respondents prefer the Shape of product 09 respondents prefer the Weight of product 15 respondents prefer the Color of product 09 respondents prefer the Comfort ness of product
Q: 7 Product Range available at “Jalaram Furniture” is…..
Table: Reason Wide Sufficient Not Enough Total Frequency 23 47 10 80 Percentage (%) 29 59 12 100
Product Range at Jalaram Furniture is not very crucial. Most of 73 responses are for sufficient product range. Now a days people prefer the wide range of home decoration or office decoration furniture product.
Q: 8 Design of product which you purchased from “Jalaram Furniture” is…..
Table: Design Decorative but not comfortable Decorative and Comfortable Comfortable Not Comfortable Total Frequency 4 30 43 3 80 Percentage (%) 5 37 54 4 100
The above graph shows opinion of respondents about design of product 4 respondent are Responses for Decorative but not comfortable design of product 30 respondent are Responses for Decorative and comfortable design of product 43 respondent are Responses for Comfortable design of product 3 respondent are Responses for Not Comfortable design of product
Q:9 Whether the delivery period was satisfied or not?
Table: Answer Yes No Total Frequency 55 25 80 Percentage (%) 69 31 100
I found that 55 respondents are satisfied of delivery period and 25 respondents are not satisfied of delivery period of jalaram furniture
Q:10 Are you satisfy with discount and schemes offered by “Jalaram Furniture”?
Table: Answer Yes No Total Frequency 46 34 80 Percentage (%) 57 43 100
Above graph and table show that the discount and schemes offered by Jalaram Furniture is little bit satisfied 46 respondents. 34 people believe that discount scheme offered by Jalaram Furniture is not satisfy.
Q:11 Are you satisfy with after sales service provided by “Jalaram Furniture”?
Table: Answer Yes No Total Frequency 67 13 80 Percentage (%) 84 16 100
The above table and graph show that the 67 respondents are satisfied of after sales service provided by Jalaram Furniture and 13 respondents are not satisfied of after sales service provided by Jalaram Furniture
Q:12 According to you, what kind of changes you aspect from “Jalaram Furniture”? (Multiple tick mark is possible)
Table: Changes in Price Quality Product Range Delivery Period Promotional Schemes After Sales Service Total Graph: Frequency 24 9 21 24 31 18 106 Percentage (%) 19 7 17 13 24 14 100
The above graph represents the changes wanted by respondents. Most number of 31 respondents wanted changes related to promotional schemes 24 respondents wanted changes related to price ,24 respondents Delivery Period,21 respondents Product Range and last 18 respondents After Sales Service offered by Jalaram Furniture.
Q:13 Would you like to become a regular customer of “Jalaram Furniture”?
Table: Answer Yes No Can‟t Say Total Frequency 38 9 33 80 Percentage (%) 48 11 41 100
The above graph shows tendency of people to become a regular customer of Jalaram Furniture. 38 respondents are interested to become a regular customer. 09 respondents are not interested to become a regular customer 33 respondents can‟t answer
Q:14 Would you like to recommended others about “Jalaram Furniture”?
Table: Answer Yes No Total Frequency 65 15 80 Percentage (%) 81 19 100
As the above table and graph shows, 65 respondents are interested to recommend Jalaram Furniture to others. This is happen because overall opinion of respondents about Jalaram Furniture is Good
1. QUALITY OF PRODUCT YOU LIKE MOSTLY
QUALITY OF PRODUCT YOU LIKE MOSTLY Size Shape Weight Color Comfort ness
Less than 20 21 to 30 31 to 40 40 to 50 51 to Above
0 0 0 0 0 0
5 20 6 9 4 44
9 10 2 3 3 27
1 3 0 3 2 9
0 0 0 0 0 0
15 33 8 15 9 80
2. QUALITY OF PRODUCT v/s INCOME
QUALITY OF PRODUCT Less than 150000 Very Good Good Fair Poor Very Poor 150000 To 200000
200000 to 250000 250000 to 300000 300000 Above
2 5 3 0 0 10
14 12 5 0 0 31
16 8 0 0 0 24
9 3 0 0 0 12
2 1 0 0 0 3
43 29 8 0 0 80
80 respondent are purchased of furniture from Jalaram Furniture 38 respondent are purchased of chair and sofa from jalaram furniture 47 respondent are purchased of furniture for use of Home Purpose Out of total respondents 47 respondents uses of Home Purpose and 33 respondents uses of Home Purpose furniture
43 respondent are said the Quality of product is very good of jalaram furniture
33 respondents consider the shape of quality of product like mostly then Size and Color 43 respondent are Comfortable of product purchased from “Jalaram Furniture
43 respondent are Responses for Comfortable design of product purchased from Jalaram Furniture
34 people believe that discount scheme offered by Jalaram Furniture is not satisfy.
67 respondents are satisfied of after sales service provided by Jalaram Furniture
Most number of 31 respondents wanted changes related to promotional schemes of jalaram furniture
38 respondents are interested to become a regular customer of Jalaram Furniture
It is always difficult to suggest suggestions to anyone. As per the findings and data interpretation, I want to suggest the following matters:
1. Jalaram Furniture should essential need to increase its brand awareness. For these purpose Jalaram can use various types of sales promotion and advertising campaign. Jalaram Furniture should advertise by news paper, broachers and also by hoardings.
2. Jalaram Furniture should improve its Quality as most peoples are stress on the quality while purchasing the Furniture. Jalaram Furniture should introduce various types of Furniture with different quality and different prices as it has own research center.
3. Jalaram Furniture should improve its designing of product because 54% respondents believe that the design of product is only comfortable. According to them it should be comfortable and decorative.
4. Jalaram Furniture should try its best to make a good brand image in the mind of customers and competitors.
Completing this study I found that, the company fulfills consumer requirements but as the time changes company should change their market strategy, so it will be a bright future in the coming year. I have seen that the organization is well working and good market coverage also. The company has need to earned good brand image and reputation in the market.