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“CONSUMER BEHAVIOR TOWARDS EMU TRAINS WITH SPECIAL REFERENCE TO BEACH-TAMBARAM SECTOR”
SUBMITTED TO xxxxxxxxxxx
SCHOOL OF MANAGEMENT SRM UNIVERSITY
UNDER THE GUIDANCE OF Mr. S. Senthil Kumar (Assistant Professor) SUBMITTED BY MRINAL DEO (35107176)
Acknowledgements We express our sincere thanks to Mr S. Senthil Kumar, our Mini Project guide to have given us the opportunity to work on such a challenging project. We also would like to thank the commuter’s help, without which it would not have been possible to accomplish the project successfully. Their timely feedback has facilitated in bringing the project in the present form.
Last but not the least I would also like to thank our friends who took time off to share insights about their experiences while travelling in EMUs. This helped us immensely to understand the psyche of the consumer. We just hope that the recommendations and suggestions presented by us are considered seriously.
CERTIFICATE This is to certify that Mr. Mrinal Deo, Mr. Abhijeet Sinha & Mr. C.Karthikeyan has successfully completed the mini project, as a part of academic fulfilment of Master of Business Administration (MBA) in the area of Consumer Behaviour.
PROJECT GUIDE Mr S. Senthil Kumar Date:
DEAN (Dr. Jayshree Suresh) SRM-SOM
PREFACE Today’s business dynamics is very fast; environment is changing. To understand the changing market behaviour the organization has to do a systematic study. A project work is a scientific and systematic study intended to catch the nerves of the problem or issue with the application of management concept and skills. We were assigned to understand the customer’s perception and attitude towards local trains. This report has been complied preliminary in partial fulfilment of the requirement programme. Apart from theoretical concept of the topic, we have included the findings and suggestions. for the award of the degree of management studies
. when 14 railway carriages carrying about 400 guests left Bori Bunder at 3..The Beginning The first railway on Indian sub-continent ran over a stretch of 21 miles from Bombay to Thane.30 pm "amidst the loud applause of a vast multitude and to the salute of 21 guns. a distance of 24 miles. 1856 by the Madras Railway Company. 1854.. the Chief Engineer of the Bombay Government.. In the North a length of 119 miles of line was laid from Allahabad to Kanpur on 3rd March 1859. . It ran between Veyasarpandy and Walajah Road (Arcot).. George Clark.. a distance of 63 miles. 1853.. inaugurating the beginning of railway transport on the Eastern side of the sub-continent. 1875. The first section from Hathras Road to Mathura Cantonment was opened to traffic on 19th October... The idea of a railway to connect Bombay with Thane... The formal inauguration ceremony was performed on 16th April 1853.. on 15th August. Thus the first section of the East Indian Railway was opened to public traffic.." The first passenger train steamed out of Howrah station destined for Hooghly. during a visit to Bhandup in 1843.GENERAL INFORMATION Indian Railways. Kalyan and with the Thal and Bhore Ghats inclines first occurred to Mr... In south the first line was opened on Ist July. the golden Era 16th April...
Stations 1.526 Route Kilometres Electrified 16.529 Total 63.2 Central .001 Metre Gauge (1000 mm) 18. of which 7. Chennai suburban railways • 1 Routes o 1.028 222. INDIAN RAILWAYS.Tiruvallur .1 Central .Avadi .Ponneri . Indian Railways is a multi-gauge.706 7566 locomotives 300 .000 trains everyday.Arakkonam .000 are passenger trains. multi-traction system covering the following: Broad Gauge (1676 mm) 86.Repair shops 6853 .54 million Work force Narrow Gauge (762/610 mm) 3.651 Track Kilometres Total 108.Ennore .840 Coaching vehicles 2300 Goodsheds Indian Railways runs around 11. the premier transport organisation of the country is the largest rail network in Asia and the world’s second largest under one management.These were the small beginnings which is due course developed into a network of railway lines all over the country.Thiruttani o 1.Thiruvottiyur .Yards 37.Gummidipoondi Sulurpet .147 Freight wagons 700 . By 1880 the Indian Railway system had a route mileage of about 9000 miles.
This project helped us in knowing the market practically.Mambalam .Perungalathur-Vandalur-Urapakkam-GuduvancheriPotheri-Kattangulathur-Maraimalai Nagar Kamarajar-Singaperumal KoilParanur-Chengalpattu-Villiambakkam-Palur-Palayasivaram-WalajabadNathapettai-Kanchipuram-Tirumalpur-Thakolam-Arakkonam o Scope of project This project gave us great exposure to the customer’s perception.Chennai Egmore Chetpet .Pazhavanthangal .Guindy .Nungambakkam . Key findings:- . because it includes the service offered.Mambalam .Chromepet . Collection of data on passenger traffic on weekdays and on weekends. 3. Check the availability of prominent display boards at railway stations. 4.Egmore . Our job 1.Meenambakkam Tambaram o 1.4 MRTS Beach .• • 1.Saidapet Guindy .Meenambakkam Trisulam .Mambalam .Egmore .Meenambakkam Tambaram Stations: Chennai Beach . Thomas Mount .St.Chennai Fort .3 Beach .Park . Finding out the problems that the commuters are facing while travelling.Guindy . Drafting questionnaire for the better understanding of passengers satisfaction level 2.Pallavaram .Kodambakkam .Tambaram Sanatorium Tambaram .
that there was big problem of less number of ticket counters. 4. SWOT STRENGTH Indian railways is a 100% Government of India owned organization Exhaustive railway network across the country Dedicated workforce Strong financial backing This year’s profit rose to Rs 20. By calculating the number of responses. that bulk of them were strongly brand loyal. Possession of monthly passes by the commuters indicated clearly.000 crores Service reliability WEAKNESS Conflict between railway unions and employees Delay in getting approvals and funds for new proposals . 3. 2. We also came to know while visiting the stations.1. Many commuters were facing the problem of wooden seats. we found that most of the people were satisfied with the timings of train services (BeachTambaram route). travelling during peak hour time was a nightmare. As there were good number of coaches where the seating capacity is more plying on the Beach-Tambaram route. which were very uncomfortable. 5.
Indian railways can encash on this opportunity By offering air-conditioned coaches in the local trains. GROWTH STRATEGY Fast innovation. Fast growth” SLOGAN “Serving customers with a smile” . they can target the upper segment of the market THREATS The possible threats are from the taxi service Weak infrastructure and no up-gradation of stations Absence of passenger facility will drive away the customer to private modes of transport VISION: To serve the customers with a smile and let them assure of excellent services.OPPORTUNITIES Strong possibility for railways to capture 90% of container traffic With the airline industry facing severe crisis.
Why the brand is recognized? 1. Monopoly in the market .
3. Suburban railway network of 147 Km 81 stations Daily patronage of over 4. Book stalls Customized ticket vending machines Hassle free journey. Goodwill Suburban trains are operating for the past decades These services offered by Southern Railway has been always praised for its on time performance .7 lakh passengers Proposed extension of MRTS line from Velachery to Saint Thomas Mount 2. Customer loyalty Ever increasing number of commuters taking suburban trains. Overall market acceptance Public have developed “patterns of behavior” (i. Availability of VLR stalls at railway stations for refreshment.e. Longevity Provision of a fast and efficient transport service Helps to establish new communities along the routes of railways 4. EMUs has become a part of commuters daily life Efficiency in service has been at the forefront for market acceptance 5. free from any type of pollution. vicarious learning).
Objective of the project The main objective of field survey during the project was to find out the commuters satisfaction level of the services offered by Southern Railways. Secondary objective Do the commuters prefer the new ticket vending machines installed at various suburban stations? . The other objective of the research was to identify the other needs of commuters with respect to number of trains plying on BeachTambaram route.
The project was based on the survey plan. Types of research is: • Descriptive Research . and strategy of investigation conceived as to obtain answers to research questions and to control variance. it is the key to the evolution of successful marketing strategies and programmers. and focus market changes. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods. Without a proper well-organized research plan. Therefore. It is an important tool to study buyer’s behaviour. “Research Design is a plan. According to Kerlinger. In fact. which work as a base for drawing conclusion and getting result. A research design specifies the methods and procedures for conducting a particular study. brand loyalty. research methodology is the way to systematically solve the research problem. How frequently commuters complain against the deficiency in train services? Research Methodology: Research methodology is considered as the nerve of the project. conceptual structure. consumption pattern. it is impossible to complete the project and reach to any conclusion. The main objective of survey was to collect appropriate data. Research design: Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers.
Although the distinction between them is not clear. schools. Cross sectional studies are of two types: Field study and Survey. occupation or income. A descriptive study may be necessary in cases when a researcher is interested in knowing the proportion of people in a given population who have in particular manner. dealers. This is not necessarily true. factories. it may deal with household. Descriptive studies are well structured. education level. A cross sectional study is concerned with a sample of elements from a given population. . Thus. Field studies are expost-factor scientific inquiries that aim at finding the relations and interrelations among variables in a real setting. demanding a high degree of scientific skill on part of the researcher. when. Data on a number of characteristics from sample elements are collected and analyzed. the researcher give sufficient thought to framing research. An exploratory study needs to be flexible in its approach. Descriptive studies are undertaken in many circumstances when the researches is interested to know the characteristic of certain group such as age. or determining the relationship between two or more variables. Such studies are done in live situations like communities. or other entities. and organizations. There is a general feeling that descriptive studies are factual and very simple.The type of research adopted for study is descriptive. Descriptive studies can be divided into two broad categories: Cross Sectional and Longitudinal Sectional. sex. Questions and deciding the types of data to be collected and the procedure to be used in this purpose. retail stores. but a descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then.cut. making projections of a certain thing. where and how” of the subject under investigation. The objective of such study is to answer the “who. It is therefore necessary. Descriptive study can be complex. there are some practical differences. what. which need different techniques and skills.
he can only report what has happened or what is happening. Descriptive research is description of the state of affairs.Besides. The main characteristic of this method is that the researcher has no control over the variables. Detail information can be obtained from a sample of large population . but a descriptive study in contrast tends to be rigid and its approach cannot be changed ever now and then. The reason for using such needs to be flexile in its approach. which has been taken by me. it is economical as more information can be collected per unit of cost. as it exists at present. . In addition. A major strength of survey research is its wide scope. The methods of research utilized in descriptive research are survey methods of all kinds including comparative and co relational methods.Another type of cross sectional study is survey result. it is obvious that a sample survey needs less time than a census inquiry. Descriptive research includes survey and fact finding enquiries of different kinds of the major purpose.
Primary data: For primary data collection. At this stage.TAMBARAM RAILWAY STATION Data collection methods: After the research problem. One of the important tools for conducting market research is the availability of necessary and useful data. we have to plan the following four important aspects. we have to identify and select which type of data is to research. Sampling Research Instrument . we have to organize a field survey to collect the data.
This diagram consists of a circle of divided into a number of sectors. Preparation of report: The report was based on the analysis and presented with the findings and suggestions. A questionnaire contains question that the researcher wishes to ask his respondents which is always guided by the objective of the survey. Pie chart: This is very useful diagram to represent data. As the name implies. Questionnaires 2. Pie chart and Bar chart Questionnaires: This is the most popular tool for the data collection. journals and various literature studies are important sources of secondary data. . The total value is represented by the full create. which are proportional to the values they represent. which are divided into a number of categories. The lengths of the bards are proportional to the value they represent. which originate from a common base line and are equal widths. Secondary Data – Indian Railways profile. it consist of a number of whispered bar. The sample of the questionnaires is attached with the report itself. The diagram bar chart can make comparison among the various components or between a part and a whole of data. Bar chart: This is another way of representing data graphically. Data analysis and interpretation 1.
we have made questionnaire. of questions in questionnaires for customer: No.Sampling Methodology: Details of the sampling methodology. Business man. No. of respondents during the research: Sample unit Professionals. of question related to services offered: No. Employees. Students 05 15 07 MANASI SYSYTEMS TECHNOLOGIES COMPANY PROFILE: Our mission . The one is made for the Commuters.
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Our clients view us as partners. They know that we are as committed to their business success as they are. That’s what we deliver. deployment and implementation. Implementing new information systems can be a risky and difficult undertaking. We do what we say we are going to do. our clients trust us to help them define the requirements for them based on our years of experience and the many systems we have managed and successfully implemented. We have experience in many areas of IT across many platforms and in many industries. on time and within budget. We do not take this trust lightly and give each individual project specific and focused attention. Analysis: Q1. We get involved in their IT projects right from the beginning to ensure that requirements are clearly defined. Our clients look to Manasi Information Technologies for excellence in design. In many cases.needs. How long you’re using the EMU service? a) Less than a year b) 1-5 years c) >5 years 8 7 6 5 4 3 2 1 0 <1 YEAR 1-5 YEARS YEARS >5 YEARS SPAN OF USING EMU SERVICES NUMBER OF RESPONDENTS . We work closely with our clients to ensure that we deliver what is expected.
2. It shows that the faith imposed with EMU by the commuters and people are loyal to EMU services. Q.3. 2. According to you EMU service between Beach-Tambaram is a) Excellent b) Very good c) Good d) Fair e) Poor . so lot of them were daily commuters from the stations lying in between. From which source station to destination do you commute? Inference: As the field survey was mainly focussed on commuters in beach tambaram sector. Q. Majority of the commuters has been using the EMU service for 1-5 years.INFERENCES: 1.
Q.OPINION ON EMU SERVICE 7 6 5 4 3 2 1 0 EXCELLENT VERY GOOD GOOD FAIR POOR Series1 Series2 INFERENCES: Overall majority of the commuters rated the EMU services between Beach-Tbm sector as good. You commute daily with a) With a monthly pass b) Buying tickets c) Without ticket MEAN TO COMMUTE NUMBER OF RESPONDENTS 12 10 8 6 4 2 0 MONTHLY PASS BUYING TICKETS WITHOUT TICKET Series1 Series2 . This speaks volumes about the services offered by the Southern Railways. 4.
Rest of them were buying tickets on daily or occasional basis. as they were occasional travellers.5.The level of satisfaction you get from EMU services a) Highly satisfied b) Somewhat satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly dissatisfied . 3. as it proves to be lot cheaper than buying tickets daily. This shows that Indian Railways gives special preference to their regular customers. Maximum number of commuters prefers to travel by taking the monthly pass issued by the railways. Q.INFERENCES: 1. 2.
LEVEL OF SATISFACTION 7 6 5 4 3 2 1 NEITHER SATISFIED NOR DISSATISFIED DISSATISFIED HIGHLY DISSATISFIED 0 HIGHLY SATISFIED SOMEWHAT SATISFIED Series1 Series2 Series3 Series4 INFERENCES: 1. 3. As per our survey. railways need to do little improvements and the services will be upto the mark.5. This analysis clearly indicates that. majority of the commuters were somewhat satisfied and none of them were highly dissatisfied. Next majority were those commuters who were highly satisfied. Q.Tick the appropriate column SERVICE a) Excellent b) Good c) Fair d) Bad e) Very bad . 2.
TIMING a) Excellent b) Good c) Fair d) Bad e) Very bad PRICE a) Excellent b) Good c) Fair d) Bad e) Very bad PERFORMANCE a) Excellent b) Good c) Fair d) Bad e) Very bad .
Majority of the commuters said that the performance of EMU’s is excellent. OF RESPONDENTS 10 8 SATISFACTION SCALE SERVICE 6 4 2 0 EXCELLENT GOOD FAIR BAD VERY BAD TIMING PERFORMANCE PRICE • Most of the commuters said that the service provided by railways is excellent and none of them termed it as bad.6 Which is the best way to commute in Chennai City? (Rank your choice from the list) a) EMU b) MTC c) Own vehicle . • Almost all the commuters said that the pricing strategy is excellent by the railways.14 12 NO. Q. • • Timing aspect of trains was rated well by majority of the commuters.
Almost all of the commuters preferred EMU trains over any other means of transport. 2. Q.d) MRTS e) Cycle BEST WAY TO COMMUTE IN CHENNAI CITY 14 12 NO. Usually the buses are crowded and people throng local trains.State your opinion about I) Cleanliness at the station premises: a) Excellent b) Very Good c) Good d) Fair e) Poor . OF RESPONDENTS 10 8 6 4 2 0 EMU MTC OWN VEHICLE MRTS CYCLE INFERENCE 1.7.
II) Availability of ticket counters a) Excellent b) Very Good c) Good d) Fair e) Poor III) Prompt services a) Excellent b) Very Good c) Good d) Fair e) Poor IV) Quality of refreshment stalls a) Excellent b) Very Good c) Good d) Fair e) Poor .
Whereas majority of them were not satisfied with the number of ticket counters. Almost all of them rated the quality of refreshment stalls were poor or fair.INFERENCE: • • • Majority of the commuters said the cleanliness at the station is excellent. .
RECOMMENDATIONS AND SUGGESTIONS Railways have been at the forefront in transporting people to their respective workplaces and to their leisure destinations. Few recommendations: • • Efforts should be made to increase the number of ticket counters. Moreover there are some loopholes which need to be plugged in. in order to cater to the growing needs of the commuters. The number of refreshment stalls has to increase. Railways can introduce the facility of reservation of tickets in local trains in order to serve the needs of those commuters who commute on long routes. • • . The frequency of train services during peak hours has to increase.
also there were certain limitations. • • • Since. which we could not able to solve. In my study. so there could be little variation in the results. . it was a mini project so the time available for this project was very less and this was our major constraint. The sample size is also very small which represent my research on consumer behaviour. The number of people interviewed was very meagre.LIMITATIONS Every study has certain limitations.
co.in www.google.indianrail.southernrailways.in .wikipedia.gov.org www.en.BIBLIOGRAPHY • • • • www.gov.in www.
3. From which source station to destination do you commute? From To Q. According to you EMU service between Beach-Tambaram is f) Excellent g) Very good h) Good i) Fair j) Poor Q.2. 4.Consumer survey Questionnaire Respondent: Name: Age: Sex: Qualification: Occupation: Income: <5000 5000-10000 10000-20000 >20000 Q1. You commute daily with d) With a monthly pass e) Buying tickets f) Without ticket . How long you’re using the EMU service? c) Less than a year d) 1-5 years c) >5 years Q.
Tick the appropriate column SERVICE f) Excellent g) Good h) Fair i) Bad j) Very bad TIMING f) Excellent g) Good h) Fair i) Bad j) Very bad .The level of satisfaction you get from EMU services f) Highly satisfied g) Somewhat satisfied h) Neither satisfied nor dissatisfied i) Dissatisfied j) Highly dissatisfied If you’re highly dissatisfied.Q.5.5. state the reason why: Q.
PRICE f) Excellent g) Good h) Fair i) Bad j) Very bad PERFORMANCE f) Excellent g) Good h) Fair i) Bad j) Very bad Q.7.State your opinion about . Which is the best way to commute in Chennai City? (Rank your choice from the list) f) EMU g) MTC h) Own vehicle i) MRTS j) Cycle Q.7.
I) Cleanliness at the station premises: f) Excellent g) Very Good h) Good i) Fair j) Poor II) Availability of ticket counters f) Excellent g) Very Good h) Good i) Fair j) Poor III) Prompt services f) Excellent g) Very Good h) Good i) Fair j) Poor IV) Quality of refreshment stalls f) Excellent g) Very Good h) Good i) Fair j) Poor .
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