A STUDY ON CUSTOMER SATISFICATION IN FMCG OF PATHANJALI

PRODUCTS

CHAPTER I

INTRODUCTION

NTRODUCTION TO PROJECT REPORT

Customer satisfaction is related to the human activity directed at satisfying human wants
through the exchange of goods and service. Satisfying the customers occupies a most
important position in business management. Customer satisfaction plays a crucial and critical
role as it deals with customers and their needs. The major task of organization is to satisfy
customers by meeting their needs and wants. The essence of organization is the customer and
not the product shall be the heart of the entire business system. It emphasizes on customer
oriented business. Policies and programs, which are formulated to serve efficiently the
customer demand. “Satisfaction of a customer is so basic that it cannot be considered as a
separate function. It is the way whole business seen from the point of view of its final results
i.e., from the customer’s point of view”. A consumer is the king and has the right to choose
from a large variety of offering. He is the main person around which all business evolves.
Today market is a more customer oriented in the sense all the business operations revolve
around satisfying the customer by meeting their needs through effective service. Thus,
business is often dynamic, challenging and rewarding. It can also be frustrating and even
disappointing but never dull.

. PROBLEM STATEMENT

The Arpita Bajaj is one of the leading Bajaj two wheeler outlet in Hassan district. It was
established in the year 2000, & its delivering to the customers in and around Hassan & its
neighboring districts. For the past 10yrs it’s been into the active in promoting two wheeler
products but in the recent past since 2008 the sales of two wheelers was dismal due the
dissatisfaction among large group of customers due to deteriorating in the quality of after
sales service. Hence the management has felt the need to conduct through analysis about the
existing effectiveness of after sales service & its impact on the organization overall sales
performance. Hence the management had realized the need to conduct the result oriented
analysis through the management trainees. I was glad to accept this assignment from the
organization perspective & as a part of MBA curriculum. “Customer satisfaction after sales &
service” is the important statement of the problem in this project

OBJECTIVES OF THE STUDY

• To know the after sales service perception of customers

• To ascertain the satisfaction level & its influencers

• To measure the impact of the above analysis on future sales

To study the whether satisfied with their service.

NEED FOR THE STUDY

Customer is one for whom you satisfy a want or need in return for some of payment. The
payment may be money, may be time, or may be goodwill but there is some form of payment.
Satisfaction is the level of person felt state by comparing products perceived in relation to the
person’s expectations. Satisfaction level is function of the difference between perceived
performance and expectations. If the performance falls short of expectations, the customer is
not satisfied. If the performance matches the expectations the customer’s are highly satisfied.
If the performance is beyond his expectations the customer is thrilled. Customer satisfaction
is customer’s positive or negative feeling about the value that was perceived as a result of
using particular organization’s offering in specific used reaction to a series of use situation
experience. According to peter F. Ducker, the purpose of business is to create and then retain
a satisfied customer. A society supports business because they serve its member’s by catering
to their needs and leave them satisfied. If the business dissatisfied its customer’s and not only
these customers stop availing service , but society at large will condemn the firm and may
even penalize it to the point of its extinction. SCOPE OF THE STUDY: • The study is
limited to the customer of Bajaj vehicle buyers. The customer includes customers who enter
the show room. • This study will help us to understand customers, preference and their needs
expected from the business owners. This study will not only help me as a student but it also
assists Arpita Bajaj to improve their service standard. H.R .Institute of Higher Education,
Hassan 3

4. Customer Satisfaction After Sales & Service. RESEARCH DESIGN 1. Research is an art
of scientific investigation. 2. Research is a process of systematic study. 3. Research is a
search of knowledge. 4. Research is an area of investigation which includes collection,
analysis and Interpretation of data. Research has to proceed systematically in the already
planned direction with the help of a number of steps in sequence. To make the research
systemized the researcher has to adopt certain methods. The method adopted by the
researcher for completing the project is called Research Methodology. A Research design is
the arrangement of conditions for collection and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in procedure. A Research is purely
and simply the framework and plan for the study that guides the collection and analysis of
data. It is a blue print that is followed in completing a study. Types of Research Design 1.
Exploratory research design. 2. Descriptive research design. 3. Experimental research design.
H.R .Institute of Higher Education, Hassan 4

5. Customer Satisfaction After Sales & Service. Data Collection Method Data refers to
information or facts. It not only refers to numerical figures but also includes descriptive facts.
The method of data collection includes two types of study, such as primary data and
secondary data. Primary Data Collection Method It was collected directly from executives
and customers. The information collected from executives through personal and direct
interview to collect primary data, a detail and structured questionnaire was formed to suit the
objectives of the study which contain definite and predetermined questions, containing
information relating to sales and service and its products. Primary data is the data that is
collected for the first time by the researcher. The Primary data are collected with specific set
of objective to assess the current status of any variable studied. Primary data is useful only
for particular period. Methods of Primary Data Collection The Main four methods used in
primary data collection are: a. Questionnaire b. Schedule c. Interview d. Observation In this
study questionnaire method have been used H.R .Institute of Higher Education, Hassan 5

6. Customer Satisfaction After Sales & Service. QUESTIONNAIRE: In this method, pre
printed list of questions arranged in a sequence which is used by the researcher for collecting
data. The questionnaire is filled by the respondents. The questionnaire is considered as the
heart of the survey. Secondary data:- It was used mainly to support the primary data.
Secondary data was collected through books, annual reports, significant, literature from the
organization and previous reports, magazines, vouchers etc. Research Design Tool:- To make
research various surveys are conducted they are as follows: The various data are collected
from primary and secondary source through the questionnaires; books, journals, old reports
and annual report were used. Sampling Scheme:- A sample is a portion of the whole on
which the study is based. Here a sample size of 100 respondents were chosen from different
areas of Hssan, and the questionnaires were duly filled data relating to the objectives of the
study is obtained by meeting customers, consumers, in area like Hassan town. Sampling
Design A Sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure that the researcher would adopt in selecting items for
the sample. Sample design may as well lay down the number of items to be H.R .Institute of
Higher Education, Hassan 6

7. Customer Satisfaction After Sales & This study limits to the geographical area of
Hassan. The respondents may be illiterate.  The respondents may be careless in
responding to the questionnaire.  The responses given by the respondents may not be true.
Service. including in the sample i.e., the size of the sample. Sample design is determined
before data are collected. SAMPLE PROCEDURE Sampling is a procedure by which the
respondents are selected. There are basically two types of sampling methods are: 1.
Probability sampling methods. 2. Non-Probability sampling methods. In this study area
sampling method was adopted (Probability Sampling) the required number of customers were
not selected according to area sampling procedure but the required number of sample (sample
size) 100 were selected. LIMITATIONS OF THE STUDY: