Project On Hindalco Extrusion Product

Summer Internship Project 2014
1 | H I N D A L C O P R O J E C T

A PROJECT REPORT ON
ASSESSING THE SATISFACTION OF CUSTOMERS WITH THE QUALITY OF PRODUCT AND SERVISES
PROVIDED, ON BEHALF OF HINDALCO COMPANY

REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR POST GRADUATE PROGRAMME
IN MANAGEMENT
BY
AVIRUP CHAKRABORTY
010112035
UNDER THE GUIDANCE OF
MR DEBRAJ DUTTA
FACULTY,GLOBSYN,KOLKATA
&
MR RAJARSHI RAY, FIELD MANAGER
IMRB INTERNATIONAL KOLKATA

Sector V, Salt Lake City, Kolkata, West Bengal
July 2014




Table Of Content

ACKNOWLEDGEMENT ......................................................................................... 4
ABSTRACT ........................................................................................................... 5
INTRODUCTION OF IMRB INTERNATIONAL. ........................................................ 6
INTRODUCTION TO HINDALCO AND EXTRUSION PRODUCT ................................ 7
OBJECTIVES ......................................................................................................... 9
METHODOLOGY .................................................................................................10
FINDINGS:- .........................................................................................................11
DIFFERENT CHARTS ............................................................................................19
LIMITATION OF THE STUDY ................................................................................27
CONCLUSION .....................................................................................................28
RECOMMENDATIONS ........................................................................................30
CUSTOMER QUESTIONNAIRE: EXTRUSIONS .......................................................32
References .........................................................................................................73



ACKNOWLEDGEMENT
We are indebted to IMRB International for giving us the opportunity to gain invaluable experience under
the guidance of Mr. Rajarshi Ray (Field Manager). His continuous support and co-operation along with
valuable in-hand experience provided us with the conceptual understanding and practical approach
needed to work efficiently for the project.
We are also indebted to other team leaders for sharing vital information critical to the accomplishment
of the project objectives and providing direction to the project.
We express our gratitude to Prof. Debraj Datta, our faculty guide, for his guidance and suggestions. He
has been a great help for the completion of the project.
Last but not the least, we would take the opportunity to thank Mr. Bikram Dasgupta (Founder and
Executive Chairman of GLOBSYN), and Mr. Jayanta Mukherjee (Dean of Global campus) for the co-
operation and support.



ABSTRACT
In pursuit of an MBA degree, summer internship is a critical component of the entire package. IMRB
International has given us the opportunity to gain invaluable experience under the guidance of Mr.
Rajarshi Ray (Field Manager). His continuous support and cooperation along with valuable in-hand
experience provided us with the conceptual understanding and practical approach needed to work
efficiently for the projects.
On behalf of HINDALCO, I assessed the satisfaction level of the customers pertaining to the quality of
product and service provided by them.
We assessed this satisfaction level off the customers on the basis of response we got from them while
conducting the personal interview. Our targeted respondents were group of customers on the customer
database of HINDALCO for Kolkata region. The data was collected by face to face interview.
From our study we found that customers have expressed satisfaction for the factors like
Product Quality
Ordering Process
Quality of Technical Support
Quality of Marketing support
Overall Billing Process
Pricing Policy
They have also shown dissatisfaction for the factors like
Delivery Process
Time taken to deliver Goods
Negotiation Process
Amount of Profit Earned.
So HINDALCO should recognize the customers dissatisfaction and should improve the service.

Our target respondents were different customers mentioned in the database given by HINDALCO
Company.

Prior appointments with the respondents through telephonic conversations and went to there Office or
Factory at there convenient timings. The survey was a face to face survey.
From our study we found that HINDALCO is one of the leading manufacturer and supplier of Aluminum
Extrusion product.


INTRODUCTION OF IMRB INTERNATIONAL.
IMRB International, established in 1971, is South Asias leading market research consultancy
organization. IMRB International with over 800 full time staff and over 30 offices in South Asia and
Middle East offers full spectrum research consultancy to leading multinational and Indian clients in India
and outside India. International projects accounts for about a third of IMRBs business.
IMRB International is a part of WPPs insides and consultancy Division-Kantar.
WPP, one of the worlds leading communications service companies with billings of 36 billon provides
nationals, multinationals and global clients with advertising, media investment management,
information, insight and consultancy, public relations and public affairs; branding and identity,
healthcare and specialist communications. Collectively, WPP employees 91000 people in over 2000
office in 106 countries.
In India IMRB International is an autonomous division of Hindustan Thomson Associates Limited (HTA).
HTAs divisions include JWT (Advertising), Fortune (Advertising), Thomson Connect (Direct Marketing),
IPAN (Public Relations).
IMRBs key clients are ITC Tobacco, ITC FMCG and British American (BAT). Market research at IMRB
Kolkata uses state of the arc tools like structural equations.
Modeling, choice based conjoint, SPSS, MAGIC etc which make possible innovative solutions to be
offered to clients.



INTRODUCTION TO HINDALCO AND EXTRUSION PRODUCT
Hindalco Industries Ltd. is an aluminum manufacturing company and is a subsidiary of the Aditya Birla
Group. Its headquarters is at Mumbai, Maharashtra, India.
The company has annual sales of Rs 812.05 billion(FY 12-
13) and employs around 20,000 people. It is listed in the
Forbes Global 2000 at 895th rank. Its market capitalization by
the end of May 2013 was US$ 3.4 billion. Hindalco is one of
the world's largest aluminum rolling companies and one of the
biggest producers of primary aluminum in Asia. Hindalco is
India's largest aluminum producer and operates the country's
largest copper smelting and refining plant. It also owns the
Mount Gordon and Nifty copper mines in Australia. The company's aluminum products include
wire rods, ingots, billets, aluminum alloy wheels, aluminum packaging and foils. Its copper
products include cast copper rods for power and communication cables, strips for power and
distribution transformers, magnet wire, and copper cathodes. The copper unit provides almost
two-thirds of its sales. In 2007, the company paid $6 billion, including debt, to buy
Canada's Novelis.
Hindalco is a one of the leading player in the extrusions industry in India. With a wide range of
alloys, including hard alloys and special alloys for the defense and space sectors, our extrusions
are manufactured from high-quality billets made from virgin in-house metal. However some
industries are now posing threats to Hindalco. That are shown in the following charts:-

Use of Aluminum Extrusion in Diverse I ndustries
In addition to the ready workability and substantial strength of aluminum, there are many other
traits that offer benefits in various industries:
Name Market Cap.
(Rs. cr.)
Sales
Turnover
Net Profit
Hindalco 38,949.98 27,850.93 1,413.33
NALCO 14,548.51 6,780.85 642.35

Jindal Steels 27,460.30

19943 1910


High conductivity of heat and electricity opens many doors for aluminum extrusion
products. The efficient transfer of heat makes aluminum a favorite for use in condenser
tubes, radiators and air conditioners in the automobile industry, and in nuclear reactors.
It also promotes the use of aluminum extrusion products in the heating and cooling
devices of mainframe computers, electronics, audio and video systems as well as in
thawing units for the pharmaceutical industry.
With its low weight to high strength ratio, aluminum extrusions are ideal for
manufacturing aircrafts, cars, boats, subways, railway coaches, and trucks. This includes
panels, cylinder heads, engine blocks, transmission houses, and chassis. This same light
yet strong characteristic makes aluminum an optimal choice for manufacturing spacecraft
bodies and parts.
Because aluminum is corrosion resistant, it can be used in mining to transport and
dispose of mined materials and waste using tubing created with aluminum extrusion.
This rust resistant property also makes it suitable for military armaments.
Aluminum tubing is used to house braided coaxial cables and wires, due to its non-
magnetic properties.

Additionally, aluminum can be repeatedly recycled while maintaining its structural integrity and
is abundantly available in nature. Aluminum extrusion is becoming the most viable solution to
meet the specific manufacturing needs of design flexibility, cost savings, and product
performance



OBJECTIVES
THE MAIN OBJECTIVES OF THE PROJECT IS TO ASSESS THE SATISFACTION OF CUSTOMERS WITH THE
QUALITY OF EXTRUSION PRODUCT AND SERVISES PROVIDED, ON BEHALF OF HINDALCO COMPANY.



METHODOLOGY

SAMPLE FRAME:-
Customers in Kolkata and outside Kolkata.

SAMPLE SIZE:-
61 Respondents are asked

SAMPLE PROCESS:-
Quota sampling process was adopted

SURVEY INSTRUMENTS:-
Survey form was provided by HINDALCO Company

MODE OF DATA COLLECTION:-
Prior appointments weretaken from the respondents through telephonic conversations and later on
went to their Office or Factory at their convenient timings. The survey was a face to face survey.

DATA ANALYSIS:-
The data was analyzed based on descriptive statistics e.g., mean and standard deviation and frequency
using MS Excel. It was ensured that there was no missing data.



FINDINGS:-
SATISFACTION RATINGS OF CUSTOMERS ON DIFFERENT PARAMETERS.
Meaning of Ratings:-
EXCELLENT 5
VERY GOOD 4
GOOD 3
FAIR 2
POOR 1
DONT
KNOW
8
REFUSED 9

PARAMETERS OPERATIONAL DEF. MEAN(SD) INTERPRETATION
Quality Of Product Satisfaction of the
Customers with the
overall quality of the
product and services
HINDALCO 4.40(0.74)
Benchmark 4.23(0.60)

The Customers are
overall satisfied as
they gave an overall
ratings of 4.40 which
means very good
and the standard
deviation showed
that some
customers said
Excellent (5.14)
and some said
Good(3.56)
The ratings of
the bench mark
companies showed
that the customers
are also satisfied
with the quality of
the product of
bench mark
companies.

Profit Earned Satisfaction of the
Customers regarding
the profit earned.
HINDALCO 1.73(0.80)

The Customers are
somewhat
dissatisfied
mean(1.73).
Standard deviation
values shows that


the customers
dissatisfaction level
varies from(2.53)
and (0.93)
The ratings of the
bench mark
companies showed
that the customers
are also dissatisfied
with the profit
earned.

Value

Satisfaction of the
Customers regarding
Value I;e what a
company gets in terms
of product and service
received as well as
relationship enjoyed

HINDALCO 2.47(0.74)
Benchmark 2.08(0..49)

The Customers are
neither satisfied nor
dissatisfied
mean(2.47).
Standard deviation
values showed that
some customers are
satisfied (3.21) and
some are dissatisfied
(1.73).
The ratings of the
bench mark
companies showed
that the customers
are dissatisfied with
the value earned.

Recommendation to
other customers
How much the
customers are likely to
recommend other
customers who want to
buy similar products.
HINDALCO 3.47(1.55)

The Customers are
dissatisfied as mean
(2.47). Standard
deviation values
showed that some
customers are very
(1.92).
The ratings of the
bench mark
companies showed
that the customers
are not likely to
recommend others


to purchase product
of the bench mark
companies.

Willingness to purchase
produt in future.
How much the
customers are likely to
purchase product in
future.
HINDALCO 4.40(0.74)

The Customers are
very satisfied as
mean is (4.40).
Standard deviation
values showed that
some customers are
very satisfied (5.14)
and some are
satisfied (3.66).
The ratings of the
bench mark
companies showed
that the customers
are also likely to
purchase product in
future.

Ordering Process Satisfaction of the
Customers with the
overall quality of the
ordering process.
HINDALCO 4.13(0.64)

The Customers are
very satisfied as
mean is (4.13).
Standard deviation
values showed that
some customers are
and some are
satisfied (3.49).
The ratings of the
bench mark
companies showed
that the customers
are also satisfied
with the ordering
process of the
benchmark
companies.

Technical Support Satisfaction of the
Customersregarding
technical support
received.
HINDALCO 3.07(0.96)

The Customers are
satisfied as mean is
(3.07). Standard
deviation values
showed that some
customers are very


(2.11).
The ratings of the
bench mark
companies showed
that the customers
areneither satisfied
nor dissatisfied with
the ordering process
of benchmark
companies.
However some are
satisfied and some
are dissatisfied.

Marketing Support Satisfaction of the
Customersregarding
marketing support
received
HINDALCO 2.87(0.99)

The Customers are
is (2.87). Standard
deviation values
showed that some
customers are
(1.88).
The ratings of the
bench mark
companies showed
that the customers
are neither satisfied
the marketing
process of
benchmark
companies.
However some are
satisfied and some
are dissatisfied
Quality of the bill Satisfaction of the
Customersregarding
quality of the bill.
HINDALCO 4.20(0.68)

The Customers are
very satisfied as
mean is (4.20).
Standard deviation
values showed that
some customers are
and some are
satisfied (3.52).
The ratings of the


bench mark
companies showed
that the customers
are also satisfied
with the quality of
billing of the
benchmark
companies.

Delivery Process Satisfaction of the
Customersregarding
quality of the delivery
Process
HINDALCO
Alupuram- 2.20(1.32)
Renukoot- 2.07(1.16)

The Customers are
(2.20) and (2.07).
Standard deviation
values showed that
some customers are
(3.23) and some are
dissatisfied (0.88)
and (0.91)
The ratings of the
bench mark
companies showed
that the customers
are satisfied with
the delivery process
of benchmark
companies.
However some are
satisfied and some
are dissatisfied.

Relationship Building
Activity
Satisfaction of the
Customersregarding
quality of the
relationship building
activity.
HINDALCO 3.67(0.98)

The Customers are
(3.67). Standard
deviation values
showed that some
customers are very
(2.69).
The ratings of
the bench mark
companies showed
that the customers
the marketing


process of
benchmark
companies.
However some are
satisfied and some
are dissatisfied
Negotiation Process Satisfaction of the
Customersregarding
quality of the
negotiation process.
HINDALCO 1.67(0.58)

The Customers are
somewhat
dissatisfied mean
(1.67). Standard
deviation values
shows that the
customers
varies from (2.25)
and (1.09). On the
other hand most of
the respondent
refused this question
as they do not have
the power to
negotiate.
The ratings of the
bench mark
companies showed
that the customers
the marketing
process of
benchmark
companies.
However some are
satisfied and some
are dissatisfied. On
the other hand most
of the respondent
refused this question
as they do not have
the power to
negotiate.

Pricing Policy Satisfaction of the
Customersregarding
quality of the pricing
policy.
HINDALCO 3.47(0.74)

The Customers are
(3.47). Standard
deviation values
showed that some
customers are very


(2.73).
The ratings of the
bench mark
companies showed
that the customers
the marketing
process of
benchmark
companies.
However some are
satisfied and some
are dissatisfied.

complaints solving
process.
Satisfaction of the
Customersregarding
quality of the
complaints solving
process.
HINDALCO 1.27(0.80)

The Customers are
somewhat
dissatisfied
mean(1.27).
Standard deviation
values shows that
the customerss
varies from(2.07)
and (0.47)
The ratings of the
bench mark
companies showed
that the customers
are satisfied with
the quality of
complaints solving
process of
benchmark
companies.
However some are
satisfied and some
are dissatisfied.
On the other hand
most of the
respondent refused
this question as they
do not have any
complains to solve.



Satisfaction Of
Respondents
Overall satisfaction
level of the customers
over the company.
HINDALCO 4.00(0.68)
The Customers are
overall satisfied as
they gave an overall
ratings of 4.00 which
means very good
and the standard
deviation showed
that some
customers said
Excellent (4.68)
and some said
Good(3.32)
The ratings of
the bench mark
companies showed
that the customers
are also satisfied
with the bench mark
companies.



DIFFERENT CHARTS

















LIMITATION OF THE STUDY
Since quota sampling method was adopted, the finding of this study is limited to the
studied sample and cannot be generalized.
A larger sample size could not be achieved due to lower response rate. Though not tested,
it may not ensure statistical significance of the finding.



CONCLUSION

From our study we found that Hindalco which is regarded as one of the best suppliers of extrusion
products is slightly loosing public confidence as the overall satisfaction ratings of the customer stands at
4.00, which means very good, but the overall ratings of the competitors stands at 4.25, which is
slightly on the higher side.
There are some parameters which showed that Hindalco and its competitors got the neck to neck
ratings. In this segment there are some parameters in which the customers are more satisfied with
Hindalco than its Competitors. But there are also some factors in which competitors got more ratings
than Hindalco.
Customers are more satisfied with Hindalco than its competitors:-
Name Of Parameters Hindalco Benchmark More
Quality of product 4.40 4.23 0.17
Technical support 3.07 2.69 0.38
Quality of Billing process 4.20 4.08 0.12
Relationship Building Activity 3.67 2.77 0.90
Fairness in pricing Policy 3.47 2.92 0.55
Recommendation to other customers who wants to
buy similar products
3.47 2.77 0.70

Customers are more satisfied with Competitors than Hindalco:-
Name of parameters Competitors Hindalco More
Willingness to purchase product in future 4.46 4.40 0.06
Ordering process 4.15 4.13 0.02

On the other hand there are some parameters on which customers are not atoll satisfied with Hindalco.
Rather they are dissatisfied with Hindalco. In these cases the competitors wins the race. Along with the


above mentioned parameters these parameters also contribute to the difference in overall satisfaction
level . These are:-
Name of parameters Competitors Hindalco More
Complain solving process 3.50 1.27 2.23
Negotiation Process 2.67 1.67 1.00

There is also 1 parameter in which both Hindalco and its competitive brands failed to satisfy customers.
This is:-
Profit earned by selling extrusion product.

There are also some parameters on which the customers are neither satisfied nor dissatisfied both with
Hindalco and its competitors. These are:-
Name of parameters Hindalco Competitors
Value received 2.47 2.08
Marketing support 2.87 2.62



RECOMMENDATIONS
Hindalco which is slowly loosing public confidence has to make some improvements in order to retain its
superior position. The changes which must be installed are as follows:-
First of all Hindalco has to make improvements in the parameters in which negative feedbacks
are received.
a) Complain solving process have to be improved. Complains should be solved within 5-6 days
from the day they are longed. Moreover the company should show their eagerness to the
customers to solve the problems.
b) The company should make there negotiation process flexible and every one should be
allowed to make negotiation other than the exclusive customers. 80% of the customers are
not allowed to make any negotiations.
c) Prices should be made competitive. Generally Hindalco products are costlier than
competitors product though the products are more or less of same quality. This will increase
the profit earnings of the competitors and will bring positive vibes in the mind of the
customers for Hindalco.
d) The discount part of the price have to be restructured to lower the price of the products.

For the parameters on which customers are neither satisfied nor dissatisfied both with
Hindalco and competitors, small improvements in the part of Hindalco will help to draw huge
positive attractions of the customers. For this:-
a) The marketing support have to be improved. Executive of the company must visit the
customers at least once in a month to provide them proper support. This will bring a feelings
in the customers mind that the company care for us. And every one will like to be with the
once who care for them.
b) Time taken to deliver goods have to be reduces. Generally the company takes more than 60
days to deliver goods, while the competitors are delivering the goods in 30-60 days. due to
delay in receiving goods by the customers they cannot sell goods to others as a result theirs
money gets blocked. This also brings negative impressions for Hindalco.
Hindalco Benchmark
Alupuram Renukoot 15-30 days
More Than 60
days
More Than 60
days
15-30 days
30- 60 days 30- 60 days 30- 60 days
more than 60
days
more than 60
days
30- 60 days
more than 60
days
more than 60
days
30- 60 days
30- 60 days 30- 60 days 15-30 days
30- 60 days 30- 60 days 15-30 days
15-30 days 15-30 days 30- 60 days


less than 15 days less than 15 days 30- 60 days
30- 60 days 30- 60 days less than 15 days
30- 60 days 30- 60 days 15-30 days
15-30 days 15-30 days 30- 60 days
more than 60
days
more than 60
days
15-30 days
less than 15 days less than 15 days 30- 60 days
30- 60 days 30- 60 days 30- 60 days
more than 60
days
more than 60
days
15-30 days

c) Goods should be delivered in one single shot. No part supply of goods should be made.
d) Loading and unloading charges are wrongly taken by the person who does the jobs in the
stock points. But these is against the rule. So proper actions should be taken to stop these
evil practices.
For the factors on which customers are already satisfied with Hindalco and its competitors,
Hindalco has to make little improvements to leave there competitors far behind. Thease are:-
a) Product quality is good but innovations should be made so that it can satisfy the changing
demands of the customers.
b) Technical support is good, but the company must keep professional technician who can help
the customers whenever they are in need of that. The technicians should always be ready to
answer any sort of quarries of the customers.
c) The bill should be made simpler so that any layman can also understand it. That is what the
amount they have to pay, how much discount they are getting etc.
d) To make the customer company relationship strong the company should give more
emphasis on Frequency of senior level interaction,Willingness to accommodate customer
problems in exceptional circumstances etc.

If Hindalco put emphasis to improve all the factors mentioned above that day is not far when
Hindalco will attain monopoly in extrusion segment of Aluminum product.



Project Sporke
CUSTOMER QUESTIONNAIRE: EXTRUSIONS
UNIQUE ID : (FromDatabase)

E X C

FIELDWORK CENTRES:

North East West South
Delhi 01 Kolkata 04 Mumbai 08 Chennai 12
Ludhiana 02 Patna 05 Pune 09 Cochin 13
Lucknow 03 Guwahati 06 Indore 10 Hyderabad 14
Bhubaneshwar 07 Ahmedabad 11 Bangalore 15

Regions as per Hindalco definition (From Database)

North 1
East 2
West 3
South 4

R E S P O N D E N T D E T A I L S
Name of
Organisation

Name of
Respondent

1


Designation
of respondent

Address
City
Pin code
Phone (with STD
Code)

I N T E R V I E W E R D E T A I L S
Interviewer Name
Supervisor Name
Date of Interview

Back Checked
Accompanied P T Scrutinized
TL 1 1 5 1
OFE 2 2 6 2
EIC 3 3 7 3
FM 4 4 8 4

Good __________! My name is __________. I am from IMRB International, which is a leading market research
firm in the country. We have been engaged by Hindalco, to measure the satisfaction levels amongst their
customers, with respect to their products and services. We would also like to know what you think should be the
areas of improvement for them, so that they are able to serve you better and help you to run your business more
efficiently.
I would like to assure you that there are no right or wrong answers and we are only interested in your opinion. I
would also like to assure you that this discussion is completely confidential. Could you please spare the time? We
need to ask you a few questions.

Before starting this interview, I wish to confirm that this interview complies with the Market Research
Society of India (MRSI) and International code of ethics for market research. Please be assured that all
information given by you will be kept strictly confidential and not revealed to our client with your


name/contact details without your prior permission. The response collected will be added together with
the responses of others before presenting the findings. Under no circumstance will this information be
used for sales or any commercial purpose.
Do you have any queries before I start the interview? For further clarification, you may also contact my
senior at IMRB International at any point during this interview.
INTERVIEWER TO CLARIFY AND PROVIDE ASSURANCE
TIME OF START: ___________ TIME OF END: ____________ TOTAL DURATION: __________


X1. Customer segment type

Direct Active Customer
(Customers who buy directly from the plant)
1

CONTINUE
Godown / Warehouse Customer
(Customers who buy directly from the companys
warehouse)
2
Dealer /Consignment Agent Customer 3
TERMINATE
INTERVIEW
Other 4

Q1a. What role, would you say, you play in the purchase / usage of Aluminium products for this
organization?
Would you say you are the Key Decision Maker when it comes to the purchase of Aluminium
products or End User of the products? (MULTICODING POSSIBLE)

Key Decision Maker (KDM) 1
CONTINUE
End User (EU) 2
None of the above 3
TERMINATE
INTERVIEW
Refused 4

Q1b. Which are different types of Aluminium products that you buy?
Q1c. What proportion did each of these contribute (by volume) to your total Aluminium purchase in the
last 1 year, in percentage terms?

Products
Q1b Q1c
Ingots/Billets 1
Wire Rods 2


Rolled Products 3
Extrusions 4
Foils 5

(REST OF THE INTERVIEW FROM Q1d ONWARDS WILL BE ASKED FOR EXTRUDED PRODUCTS ONLY.
PLEASE ASK RESPONDENT TO GIVE ANSWERS TO ALL FOLLOWING QUESTIONS IN THE INTERVIEW,
KEEPING THE EXTRUDED PRODUCTS IN MIND)

Q1d. From which all companies have you purchased Extruded products in the last one-year?
Q1e. Amongst all these companies, which company do you prefer most to deal with? (ASK ONLY FOR
COMPANIES CODED IN Q1d)
Q1f. And which company you prefer next most?(ASK ONLY FOR COMPANIES CODED IN Q1d)
Q1j. What % of your extrusions volume last year was sourced from _______ (ASK SEPARATELY FOR
EACH COMPANY CODEDIN Q1d)

COMPANY
CODE
Q1d
Preferred
most
Q1e
Preferred next
most
Q1f
Volume Terms
Q1j
1 HINDALCO 01 01 01
2 JINDAL 02 02 02
3 CENTURY 03 03 03
4 ALOM/OEL 04 04 04
5 BHORUKA 05 05 05
6 MAHAVIR 06 06 06
7 VISHNU(VALCO) 07 07 07
8 SUDAL 08 08 08
9 PANKAJ 09 09 09


10 BANCO 10 10 10
11 AGRAVANSHI/KMC 11 11 11
12 GLOBAL 12 12 12
13 ROYAL 13 13 13
14 SUPERFINE 14 14 14
15
ANY OTHER
(Please Specify): _______________
15 15 15

INTERVIEWER INSTRUCTIONS A1 PLEASE NOTE:

1. IF THE COMPANY PREFERRED MOST IS HINDALCO, THEN COMPANY PREFERRED NEXT MOST IS THE
BENCHMARK COMPANY AND TAKE RATINGS FOR HINDALCO AND THE COMPANY PREFERRED
NEXT MOST.
2. IF THE COMPANY PREFERRED MOST IS OTHER THAN HINDALCO, THEN COMPANY PREFERRED
MOST IS THE BENCHMARK COMPANY AND TAKE RATINGS FOR HINDALCO AND THE COMPANY
PREFERRED MOST.

(Please note down the name of the Benchmark Company as per instructions in A1 above)

Q1g.Benchmark Company: ___________________________________

(ASK FOR COMPANY CODED IN Q1e ABOVE)

Q1h. You mentioned you prefer ___________ (MENTION THE COMPANY PREFERRED MOST AS SPECIFIED BY
RESPONDENT IN Q1e) company the most. Could you please tell me why do you say so?



Q1i. What proportion of your total raw material requirement do Aluminium Extrusions products
constitute in:
1) Volume terms
2) Value terms

Percentage
Volume Terms Value Terms
0-25% 1 1
26-50% 2 2
51-75% 3 3
76-100% 4 4
Cant say / No answer 5 5

SECTION 1: QUALITY / IMAGE

SHOWCARD A
Q2a. Let us consider the overall qualityof extrusion products & services that are offered by the
various companies you deal with. While giving your opinion please consider the quality of
products & packaging you receive, the support from the company in terms of service / support
that you receive at the time of negotiation & ordering, delivery, billing & payment, complaint
handling, technical support and the quality of marketing support. Taking into consideration all
experiences you have had with these companies as well as what you may have heard from
others or read about them, please tell me how would you rate the overall quality of
______________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).


CODE IN THE GRID GIVEN BELOW

Hindalco Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9

Q2b Why do you say so?
(Hindalco)

(Benchmark)



SHOWCARD B
Q3a. Now I would like you to think of the price you paid for the product you bought. Compared to
what other companies charge for similar products, would you describe ___________ (MENTION
HINDALCO AND BENCHMARK COMPANY IN TURN) as being? READ LIST EXCEPT DONT KNOW
AND REFUSED.

Hindalco Benchmark
VERY LOW PRICED 5 5
LOW PRICED 4 4
MODERATELY PRICED 3 3
HIGH PRICED 2 2
VERY HIGH PRICED 1 1
DONT KNOW 8 8
REFUSED 9 9

SHOWCARD C
Q4. Now let us consider value, which is what you get in terms of products & services received, as
well as the relationship enjoyed, in relation to what you give in terms of your time, money and
effort. Would you say ___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN
TURN) offers ? READ LIST EXCEPT DONT KNOW AND REFUSED.

COMPANY
Hindalco Benchmark
EXCELLENT VALUE 5 5
VERY GOOD VALUE 4 4


GOOD VALUE 3 3
FAIR VALUE 2 2
POOR VALUE 1 1
DONT KNOW 8 8
REFUSED 9 9

SHOWCARD D
Q5. I am now going to read a list of statements you could use to describe the various companies you
deal with. As I read out each statement, please look at this card and tell me that in case of
___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN) which of these
phrases apply? PLEASE READ OUT EACH ATTRIBUTE FOR BOTH THE COMPANIES AND THEN GO
TO THE NEXT ATTRIBUTE.

STRONGLY AGREE: 5, AGREE: 4, NOT SURE: 3, DISAGREE: 2, STRONGLY DISAGREE: 1, DONT KNOW: 8,
REFUSED: 9 (WRITE CODE IN THE GRID BELOW)
STATEMENTS Hindalco Benchmark
1
I believe __________ (mention Hindalco and benchmark company in
turn) is one of the best companies in the Industry

2
___________ (mention Hindalco and benchmark company in turn) is
one I prefer over other companies

3
__________ (mention Hindalco and benchmark company in turn) is a
company that really cares about its customers

4
___________ (mention Hindalco and benchmark company in turn) is
Easy to do business with

5
The overall Reputation of _________ (mention Hindalco and benchmark
company in turn) is Excellent

6 Has a wide range of products
7 Is an innovative company
8 Is a company that has fair practices


9 Is a company that manufactures superior quality products
10 Is a reliable company
11 Is responsive to customer needs
12 Employs Competent people
13 Is transparent in its dealings


SHOWCARD D
Q6a. I am now going to read a list of statements you could use to express your overall feelings
towards ______________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).
Please look at this card and tell me which of these phrases apply to _______________
(MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).

STRONGLY AGREE: 5, AGREE: 4, NOT SURE: 3, DISAGREE: 2, STRONGLY DISAGREE: 1, DONT
KNOW: 8, REFUSED: 9 (WRITE CODE IN THE GRID BELOW)

1
Considering the products & services I receive, I am very
loyal to _________________(MENTION HINDALCO AND
BENCHMARK COMPANY IN TURN)

2
It would matter a lot to me if I could not buy from
______________ (MENTION HINDALCO AND
BENCHMARK COMPANY IN TURN)

Relational Outcomes Section
SHOWCARD E

Q6b. I am again going to read a list of statements, which could be used to express your feelings and
intentions. As I read out each statement, please look at this card and tell me that in case of
_____________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN), which of these
phrases best express your feeling or intention? READ OUT EACH STATEMENT IN TURN.
EXTREMELY LIKELY: 5, VERY LIKELY: 4, SOMEWHAT LIKELY: 3, NOT VERY LIKELY: 2, NOT AT ALL
LIKELY: 1, DONT KNOW: 8, REFUSED: 9. (WRITE CODE IN THE GRID BELOW)



1
I will recommend it to other customers who want to buy / use
similar products

2 I will continue to buy its products in the future
3
All factors remaining the same, I will increase the share of my
Extruded products business going to __________(MENTION
HINDALCO AND BENCHMARK COMPANY IN TURN)

DO NOT PROBE WITH OPTIONS FOR Q6c(i)
IF 5 or 4 CODED IN Q6b (2) ABOVE, ASK Q6c (i)

Q6c (i). Why do you say so? (MULTICODING POSSIBLE)

Reason for Rating in 5 or 4 in Q6b (2) Hindalco Benchmark
Products are of good quality 01 01
Price is reasonable 02 02
Have a good relationship with the company 03 03
Any Other (Pl. Specify)
____________________________________

04 04

DO NOT PROBE WITH OPTIONS FOR Q6c(ii)
IF 2 or 1 CODED IN Q6b (2) ABOVE, ASK Q6c (ii)

Q6c (ii). Why do you say so? (MULTICODING POSSIBLE)


Reason for Rating 2 or 1 in Q6b (2) Hindalco Benchmark
Products are of poor quality 01 01
Price is high 02 02
Delayed Delivery 03 03
Any Other (Pl. Specify)
____________________________________

04 04

SHOWCARD D
Q6d. In this section, please think about each statement and say whether it applies to Hindalco, by indicating
Agree or Disagree. If you neither agree nor disagree, please indicate Neither.

STATEMENT
Strongl
y Agree
Agree Neither
agree nor
disagree
Disagre
e
Strongl
y
Disagre
e
1
Hindalcos products & services are so good that
there isnt anything else thats truly comparable
5 4 3 2 1
2
The working relationship (systems, procedures,
routines, processes) we have with Hindalco
would take a lot of effort to re-build with some
other company
5 4 3 2 1
3
Its our working policy to divide up our business
among various co.s/ more than one company
5 4 3 2 1
4
Regardless of the price level of Hindalco
products, I would not consider another company
5 4 3 2 1
5
We have such strong relationships with people at
Hindalco that we end up staying with them ,
even when we feel like using another company
5 4 3 2 1



SUB SECTION I: ORDERING

SHOWCARD A

Q9a. Based on all the experiences you have had, how would you rate the overall quality of the Ordering
process of ________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)?
Would you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

Hindalco
Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9

SHOWCARD A

Q9b. Lets discuss specific aspects related to the overall quality of Ordering Process. Thinking about
____________ (READ OUT EACH ATTRIBUTE IN TURN), which of these phrases apply to
___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)
READ OUT EACH STATEMENT IN TURN. ROTATE ORDER OF STATEMENTS WITH NEXT
RESPONDENT
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR:2, POOR:1, DONT KNOW: 8, REFUSED: 9 (WRITE
CODE IN THE GRID BELOW)
Process Areas Section


ATTRIBUTES Hindalco
Benchmark
1 Speed of response to enquiries

2
Adequacy of response to enquiries
3
Completeness of information given on product specifications,
availability and procedural aspects

4 Ease of placing orders

5
Speed of order confirmation once negotiation and ordering are
completed

6
Ability to accommodate changes in specifications / quantities /
delivery schedule even during emergencies

7 Adequacy of information provided on order status

SUB SECTION II: TECHNICAL SUPPORT

SHOWCARD A

Q15a. Now I would like you to think only about the quality of technical support. Based on all the experiences
you have had so far, how would you rate the overall quality of technical support of _______________
(MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)? Would you say it is? READ LIST EXCEPT
DONT KNOW AND REFUSED

Hindalco
Benchmar
k
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8


REFUSED 9 9

SHOWCARD A

Q15b. Lets discuss specific aspects related to the overall quality of technical support. Thinking about
___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).
RESPONDENT
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9 (WRITE

ATTRIBUTES Hindalco
Benchmar
k
1
Understanding of technical personnel on own products and customer
processes to avoid recurrence of problems

2
Ability to proactively share technical developments and offer suggestions
for improvements for the customer

3
Extent of new product development and innovation by technical
personnel

4
Ability of technical staff to understand your problems/complaints and
provide solutions

Q16. I will now read out a few specific statements concerning various aspects of service that you
receive from Hindalco. Please tell me the current and desired levels for each of the attributes, as
expected by you, in numbers/quantities/days etc.



ATTRIBUTE/STATEMENT
CURRENT
LEVEL
EXPECTED/
DESIRED
1
Speed of order confirmation once negotiation and ordering
are completed (in days)
(in days) (in days)
2
Lead time required for delivery from date of ordering (in
days)
(in days) (in days)
3
Frequency of visits of marketing personnel (number of visits
per year)

(no. of visits per
year)
(no. of visits per
year)
4
Time taken for resolving complaints from the date they are
lodged (in days)
(in days) (in days)
5
Frequency of organising technical seminars / factory visits
(number of times a year)
(no. of times a year) (no. of times a year)

SUB SECTION III : MARKETING SUPPORT

SHOWCARD A

Q12a. Now I would like you to think only about the quality of marketing support. Based on all the experiences you
have had so far, how would you rate the overall quality of marketing support of _______________

Hindalco
Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9


SHOWCARD A

Q12b. Lets discuss specific aspects related to the overall quality of marketing support. Thinking about
RESPONDENT

ATTRIBUTES Hindalco
Benchmark
1 Ease of access of concerned person
2 Frequency of visits of marketing personnel
3 Promptness of intimation of changes in price, policies, etc.
4
Knowledge and competence of marketing personnel on technical
aspects

5
Knowledge and competence of marketing personnel on commercial
aspects

6 Ability to solve problems, queries, complaints, etc.
7 Willingness to solve problems, queries, complaints, etc.
8 Regularity of providing feedback on expected date of delivery
9 Level of rapport of the marketing team with the customer
1
0
Speed of response to queries

1
1
Politeness and courtesy

1
2
Ability to keep in regular touch



SUB SECTION IV: CRM

Q17. Are you aware of the CRM package introduced by ____________ (MENTION HINDALCO AND
BENCHMARK COMPANY IN TURN)?

Hindalco Benchmark
YES 1 1
Continue to Q17a if coded YES for
Hindalco
NO 2 2
Skip to SUB SECTION V Dont Know 8 8
Refused 9 9

Q17a. Could you please tell me if you have access to CRM package of _______________ (MENTION
HINDALCO AND BENCHMARK COMPANY IN TURN)?

Hindalco Benchmar
k

YES 1 1
Continue to Q17b only if coded YES for
Hindalco
NO 2 2
Skip to SUB SECTION V
Dont Know 8 8


Refused 9 9

SHOWCARD A

Q17b. I would like you to think only about the quality of CRM package. Based on all the experiences
you have had so far, how would you rate the overall quality of the CRM package of
_______________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)? Would you
say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

Hindalco
Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9

SHOWCARD A
Q17c. Lets discuss specific aspects related to the overall quality of CRM Package. Thinking about
RESPONDENT
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9. (WRITE



ATTRIBUTES Hindalco
Benchmark
1 Ease of accessing the CRM package/ user friendly
2 Ease of checking status of your order on the CRM package
3 Ease of lodging complaint
4 Ease of tracing the status of complaint handled by company

Q17d. Do you think CRM package is beneficial for your Business?

Hindalco INSTRUCTION
YES 1 Continue to Q17e
NO 2
Skip to SUB SECTION V Dont Know 8
Refused 9

Q17e. Could you please discuss the benefits of CRM reflecting in your business?

______________________________________________________________________________
__

SUB SECTION V : BILLING AND PAYMENT

SHOWCARD A


Q14a. Now I would like you to think only about the overall quality of billing and payment of extrusion products.
Based on all the experiences you have had so far, how would you rate the overall quality of billing and
payment of _______________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)? Would
you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

Hindalco
Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9

SHOWCARD A

Q14b. Let us discuss specific aspects related to the overall quality of billing and payment of extrusion
products. Thinking about ____________ (READOUT EACH ATTRIBUTE IN TURN), which of these
phrases apply to ___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).
READ OUTEACH STATEMENT IN TURN. ROTATE ORDER OF STATEMENTS WITH NEXT
RESPONDENT

ATTRIBUTES Hindalco
Benchmark
1 Willingness to provide alternative financing solutions
2 Accuracy of bills and statement of accounts
3
Providing bills and statement of accounts that are clearly



understood
4 Ability to solve problems related to billing
5 Completeness of documentation with bills
6 Speed of issue of credit notes as per order terms
7
Frequency of providing periodic accounts and reconciliation
statements

SUB SECTION VI: DELIVERY OF GOODS

SHOWCARD A
Q10a. Now I would like you to think only about the overall quality of Delivery of extrusion goods.Based on all the
experiences you have had so far, how would you rate the overall quality of delivery of goods by
_______________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)? Would you say it is?
READ LIST EXCEPT DONT KNOW AND REFUSED

Hindalco
Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9

SHOWCARD A



Q10b. Lets discuss specific aspects related to the overall quality of delivery of extrusion goods.
Thinking about ____________ (READ OUT EACH ATTRIBUTE IN TURN), which of these phrases
apply to ___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).
RESPONDENT

ATTRIBUTES Hindalco
Benchmark
1 Timeliness of delivery of product as per commitment

2 Feedback on expected date of delivery
3 Lead time/Speedof delivery from the date of ordering
4 Timeliness of Die Cutting
5 Willingness to deliver during emergencies
6 Availability of Test Certificates at time of delivery
7 Accuracy of documentation
8 OTIF (on-time-and-in-full) delivery
9 Delivery of products as per order terms
1
0
Condition of goods delivered

Q10b1. From which of the following Hindalco plants AND/OR stock point (godown/warehouse), do you
purchaseAluminiumExtrusion Products?


MULTI CODING POSSIBLE

PLANT/STOCKPOINT CODE
Alupuram Plant 1
Renukoot Plant 2
Stockpoint 3

SHOWCARD A

Q10c. Now I would like you to think only about the overall quality of Delivery of extrusion goods from
plant/stockpoint.Based on all the experiences you have had so far, how would you rate the overall quality
of delivery of goods by _______________ (MENTION EACH OF THE HINDALCO PLANTS/ STOCKPOINT
CODED IN Q10b1 IN TURN)? Would you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

Alupuram Plant
Renukoot Plant Stockpoint
EXCELLENT 5 5 5
VERY GOOD 4 4 4
GOOD 3 3 3
FAIR 2 2 2
POOR 1 1 1
DONT KNOW 8 8 8
REFUSED 9 9 9

SHOWCARD A

Q10d. Lets discuss specific aspects related to the overall quality of delivery of extrusion goods from
plant / stockpoint. Thinking about ____________ (READ OUT EACH ATTRIBUTE IN TURN), which


of these phrases apply to ___________ (MENTION EACH OF THE HINDALCO PLANTS/
STOCKPOINT CODED IN Q10b1 IN TURN)
RESPONDENT

ATTRIBUTES Alupuram
Plant
Renukoot
Plant
Stockpoint
1
Timeliness of delivery of product as per
commitment

2 Feedback on expected date of delivery

3 Lead time for delivery from the date of ordering

4 Timeliness of Die Cutting


6
Availability of Test Certificates at time of
delivery


8 OTIF (on-time-and-in-full) delivery

9 Delivery of products as per order terms

1
0
Condition of goods delivered

SUB SECTION V (Q11a TO Q11b) TO BE ASKED TO GODOWN CUSTOMERS ONLY (CODED IN GRID X1)

SUB SECTION VII: DELIVERY FROM GODOWN

SHOWCARD A



Q11a. Now I would like you to think only about the overall quality of delivery of extrusions from godown
provided. Based on all the experiences you have had so far, how would you rate the overall quality of the
delivery from godown provided by _______________ (MENTION HINDALCO AND BENCHMARK COMPANY
IN TURN)? Would you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

Hindalco
Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9

SHOWCARD A

Q11b. Lets discuss specific aspects related to the overall quality of delivery of extrusions from
godown. Thinking about ____________ (READ OUT EACH ATTRIBUTE IN TURN), which of these
phrases apply to ___________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).
READOUT EACH STATEMENT IN TURN. ROTATE ORDER OF STATEMENTS WITH NEXT
RESPONDENT
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9. (WRITE

ATTRIBUTES Hindalco
Benchmark
1 Timeliness of delivery of product as per commitment

2 Delivery of material as per order terms
3 Speed of issuing delivery order


5 Condition of goods delivered
7 Loading/unloading facilities available at godown
8 Storage/handling of material at godown
9 Availability of Test Certificates at time of delivery
1
0
Speed of delivery from godown

SUB SECTION VIII: PRODUCT

SHOWCARD A

Q7a. Based on all the experiences you have had using the extrusion products of __________________
(MENTION HINDALCO AND BENCHMARK COMPANY IN TURN) so far, how would you rate its overall
quality of products? Would you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

Hindalco Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9

SHOWCARD A



Q7b. Let us discuss specific aspects related to the overall quality of extrusion product. Thinking about
RESPONDENT
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9 (WRITE CODE IN
THE GRID BELOW)

ATTRIBUTES Hindalco
Benchmark
1 Product quality consistency across lots
2 Quality of product packaging
3
Accuracy of product weight as per the markings on the
packaging

4 Surface finish of the product
5 Product quality consistency within a lot
6
Ability to customise alloy composition (grade) and temper
(strength) to fit requirements

7
Dimensional accuracy of the productwithin specified
tolerances

8 Anodising quality of the product (ASK ONLY IF APPLICABLE)
9
Conformance to technical specifications related to
hardness/Ultimate Tensile Strength

10 Quality related rejections rate of products
11 Delivered quality of the product at destination

ASK ONLY FOR PLANTS AND/ OR STOCKPOINT CODED IN Q7c

SHOWCARD A


Q7c.Based on all the experiences that you have had using the extrusion products purchased from
________ (MENTION EACH OF THE HINDALCO PLANTS/ STOCKPOINT CODED IN Q10b1 IN TURN)
of Hindalco, how would you rate the overall quality of products purchased from
_______(MENTION EACH OF THE HINDALCO PLANTS/ STOCKPOINT CODED IN Q7c. IN TURN)?

Alupuram
Plant
Renukoot
Plant
Stockpoint
EXCELLENT 5 5 5
VERY GOOD 4 4 4
GOOD 3 3 3
FAIR 2 2 2
POOR 1 1 1
DONT KNOW 8 8 8
REFUSED 9 9 9

ASK ONLY FOR PLANTS AND/ OR STOCKPOINT CODED IN Q7c

SHOWCARD A

Q7e. Now lets discuss the specific aspects related to overall quality of extrusion products purchased
from ________ (MENTION EACH OF THE HINDALCO PLANTS/ STOCKPOINT CODED IN Q10b1 IN
TURN) of Hindalco. Thinking about ____________ (READ OUT EACH ATTRIBUTE IN TURN), which of
these phrases apply to Extrusion products procured from ______MENTION EACH OF THE
HINDALCO PLANTS/ STOCKPOINT PURCHASED CODED IN Q10b1 TURN) ?
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR: 1, DONT KNOW: 8, REFUSED: 9. (WRITE CODE IN THE
GRID BELOW)



ATTRIBUTES
Alupuram Plant Renukoot Plant Stock point
1 Product quality consistency across lots
2 Quality of product packaging
3
Accuracy of product weight as per the markings
on the packaging

4 Surface finish of the product
5 Product consistency within a lot
6
Ability to customise alloy composition (grade)
and temper (strength) to fit requirements

7 Dimensional accuracy of the product
8
Anodising quality of the product (ASK ONLY IF
APPLICABLE)

9
Conformance to technical specifications related
to hardness/Ultimate Tensile Strength

10
Ability to conform to thickness specifications
within specified tolerances

11 Quality related rejections rate of products
12 Delivered quality of the products

SUB SECTION IX: RELATIONSHIP BUILDING ACTIVITIES

SHOWCARD A

QP1. Now I would like you to think of the Relationship Building Activitiesby the company. Based on
all the experiences you have had with __________ (MENTION EACH COMPANY IN TURN) and all
that you may have read or heard, how would you rate the overall quality of its
RelationshipBuilding activities. Would you say it is? (READ LIST EXCEPT DONT KNOW AND
REFUSED)



Hindalco
Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9

SHOWCARD A

QP2. I would now like you to rate the Relationship Building Activities of __________ (MENTION
EACH COMPANY IN TURN) on some specific attributes. How would you rate their performance
on ________?
(MENTION HINDALCO AND BENCHMARK COMPANY IN TURN).
RESPONDENT

ATTRIBUTES Hindalco
Benchmar
k
1 Frequency of senior level interaction
2 Ability of marketing personnel to build rapport
3
Willingness to accommodate customer problems in exceptional
circumstances



4 Ability to motivate and guide you in your business

6 Willingness to maintain and nurture relationships
7 Focus of the organization on developing relationships
8 Ability to resolve problems/ queries, complaints
9 Responsiveness of company personnel

SUB SECTION X: NEGOTIATION

SHOWCARD A

Q8a. Based on all the experiences you have had, how would you rate the overall quality of the Negotiation
process of ________ (MENTION HINDALCO AND BENCHMARK COMPANY IN TURN)?
Would you say it is? READ LIST EXCEPT DONT KNOW AND REFUSED

Hindalco
Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9

SHOWCARD A

Q8b. Lets discuss specific aspects related to the overall quality of Negotiation Process. Thinking
about ____________ (READ OUT EACH ATTRIBUTE IN TURN), which of these phrases apply to


RESPONDENT.

ATTRIBUTES Hindalco
Benchmark
1 Flexibility in working out optional modes of payment

2 Flexibility in negotiating prices

3 Fairness of pricing policy

4 Ability to understand specific customer requirements

SUB SECTION XI: COMPLAINT HANDLING

Q13a. Could you please tell me whether you have ever dealt with _______________ (MENTION HINDALCO AND
BENCHMARK COMPANY IN TURN) with regards to any complaint you made with the company?

Hindalco
Benchmark
YES 1 1
NO 2 2

ASK Q13a1 ONLY FOR EACH COMPANY CODED1 IN Q13a
Q13a1. Could you please tell me what was the complaint that you had with..?

HINDALCO :
____________________________________________________________________________

BENCHMARK :
____________________________________________________________________________

ASK Q13b, Q13c, Q13d & Q 13e ONLY IF 1 CODED FOR HINDALCO IN Q13a. ELSE SKIP REMAINDER
OF SUB SECTION XI
SHOWCARD A



Q13b. Now I would like you to think only about the quality of complaint handling. Based on all the experiences
you have had so far, how would you rate the overall quality of complaint handling of _______________

SHOWCARD A

Q13c. Lets discuss specific aspects related
to the overall quality of complaint
handling. Thinking about
RESPONDENT
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR: 2, POOR:1, DONT KNOW: 8, REFUSED: 9 (WRITE CODE IN
THE GRID BELOW)

ATTRIBUTES Hindalco
Benchmark
1 Willingness to resolve complaints
2 Ability to understand different nature of complaints
3 Ability to commit complaint resolution within a specified time
4 Ability to keep commitments made on complaint resolution
5
Time taken for resolving complaints from the date they are
lodged

SHOWCARD A
Hindalco
Benchmark
EXCELLENT 5 5
VERY GOOD 4 4
GOOD 3 3
FAIR 2 2
POOR 1 1
DONT KNOW 8 8
REFUSED 9 9


Q13d. Now I would like you to think only about the quality of complaint handling from various
plants/stockpoints. Based on all the experiences you have had so far, how would you rate the overall
quality of complaint handling of _______________ (MENTION EACH OF THE HINDALCO PLANTS/
STOCKPOINT CODED IN Q 10b1 IN TURN)? Would you say it is? READ LIST EXCEPT DONT KNOW AND
REFUSED

SHOWCARD A

Q13e. Lets discuss
specific aspects related to the overall quality of complaint handling from various
plants/stockpoints. Thinking about ____________ (READ OUT EACH ATTRIBUTE IN TURN),
which of these phrases apply to ___________ (MENTION EACH OF THE HINDALCO PLANTS/
STOCKPOINT CODED IN Q10b1 IN TURN)
RESPONDENT
EXCELLENT: 5, VERY GOOD: 4, GOOD: 3, FAIR:2, POOR:1, DONT KNOW: 8, REFUSED: 9 (WRITE CODE IN
THE GRID BELOW)

ATTRIBUTES Alupuram
Plant
Renukoot
Plant
Stockpoint
1 Willingness to resolve complaints
Alupuram
Plant
Renukoot Plant Stockpoint
EXCELLENT 5 5 5
VERY GOOD 4 4 4
GOOD 3 3 3
FAIR 2 2 2
POOR 1 1 1
DONT KNOW 8 8 8
REFUSED 9 9 9


2
Ability to understand different nature of
complaints

3
Ability to commit complaint resolution within a
specified time

4
Ability to keep commitments made on
complaint resolution

5
Time taken for resolving complaints from the
date they are lodged

SHOWCARD F

QI) I would like you to now think of the interactions you have had with the Hindalco representative
who deals with you. While giving your opinion please consider how pleasant the person is to
deal with, how sincerely he endeavours to meet your requirements, the drive and passion he
demonstrates towards his work, how responsive and transparent he is, etc.
Based on all the experiences you have had so far, how would you rate your Overall Level of
Satisfaction with the company representative? Would you say you are.......?
READ LIST EXCEPT DONT KNOW AND REFUSED

EXTREMELY
SATISFIED
SATISFIED
NEITHER
SATISFIED
NOR
DISSATISFIED
DISSATISFIED
EXTREMELY
DISSATISFIE
D
DONT
KNOW
REFUSED
5 4 3 2 1 8 9

ASK IF CODED 1 OR 2 IN QI

QII) Why do you say so?



Q18. In the last one year have you seen any changes at Hindalco which have affected your business
positively?

______________________________________________________________________________
__

______________________________________________________________________________
__

Q19. In the last one year have you seen any changes at Hindalco which have affected your business
negatively?

______________________________________________________________________________
__

______________________________________________________________________________
__



______________________________________________________________________________
__

Q20. Could you suggest two major improvements that would make you continue buying products
from HINDALCO (RECORD RESPONSES IN THE GRID BELOW)

Hindalco
1.

2.

Q21. Would you please give IMRB permission to reveal your name and responses to the client?

PERMISSION GRANTED 1
PERMISSION NOT GRANTED 2



Q22. According to you, how frequently should this customer satisfaction survey be conducted by
Hindalco?

Once a year 1
Once in 2 years 2
Twice a year 3

THANK THE RESPONDENT AND END THE INTERVIEW



References

www.imrbint.com
www.en.wikipedia.org
www.capitalmaket.com

Project On Hindalco Extrusion Product

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Project On Hindalco Extrusion Product

Uploaded by

Copyright:

Available Formats

Summer Internship Project 2014

You might also like