PROJECT REPORT ON EXIDE INDUSTRIES LTD

“ Research Study on consumer satisfaction of existing

customers of Exide products in and around Gauhati.”

Prepared by
Arihant Aski Goswami
3nd semester MBA
(2009-2011) OF
GCC CENTRE OF MANAGEMENT STUDIES
under guidance of
Mr Manmit Mahanta(Institutional)&
Mr. Manoj Hazarika(Organizational)
DECLARATION

I, Arihant Aski Goswami student of MBA 3rd Semester, GCC Centre of

Management Studies under Gauhati University hereby declare that this
project report entitled a “Research Study on consumer
satisfaction of existing customers of Exide products in and
around Gauhati”, is a independent work carried out by me at Exide,
Guwahati from 1st June to 31st July 2010.

To the best of my knowledge & believe, it is an original piece of work

and is the sheer outcome of my own efforts. The report not either in full
or in part has been submitted to any other University or Institution for
the award of any degree, diploma, fellowship or any other similar title or
prizes.

(Arihant Aski Goswami)

 ACKNOWLEDGEMENT

I would like to acknowledge and thank from the deepest portion of

my heart to all the people who were always behind me, whenever I
needed any help for successful completion of my internship and this
report. To start with I would like to thank my institute, Gauhati
Commerce College Centre of Management Studies under Gauhati
University for providing me this opportunity. To start with, I would
like to thank my course coordinator Mr Manmit Mahanta, who not
only gave me valuable inputs but also helped me as much as she
could during my internship. I would like to thank my mentor here
Mr Sinmoy goswami who gave me his valuable inputs so that I could
start my internship from the right direction.. He gave us valuable
tips and tricks of marketing. Along with him I would like to thank
Mr. Manoj Hazarika ,Zonal Sales Manager Exide Industries Ltd. for
always being helpful and cooperative whenever I was stuck with any
problem. I would like to thank Miss Priyanka Hazarika for becoming
a great team member to work with. Without her support I wouldn’t
be able to perform as fine I have done now. Last but not the least, I
would like to thank my parents and teachers for supporting me to
achieve this level.

(Arihant Aski Goswami)

 EXECUTIVE SUMMARY

Project Title: - Research Study on Brand Consumer

Satisfaction of existing users of Exide products in and around
Gauhati.
Duration :- The project was carried out for two months from
st st
1 june to 31 july.
Name of guides:- The project was done under supervision of
Organizational guide-Mr. Manoj Hazarika
Institutional guide -Mr Manmit Mahanta

Objective :- As per instructions being given, the objective

was to find out the following –

 Consumer Satisfaction level of existing users of Exide

products in and around Gauhati.
 METHODOLOGY: -

 Sources of data – the direct and the indirect

customers of the Exide products were the key
sources of data.
 Research instrument – for collecting such data
questionnaire were been used as an effective
instrument.
 Data collection methods – the collection method
was the communication method which was a
simple survey with the help of questionnaire.
 SURVEY METHOD:-

The survey was done in and around the important key

areas of Guwahati where the target was random users of Exide
products considering right from institutional consumers to small
Business units. Survey questionnaire was been provided to the
customers and interviewed when necessary.

Analysis Technique: - Analysis was made on the basis of the

answers of the questionnaires and comparisons were drawn
through making graphs and proving hypothesis.

Major findings: - The major findings were –

 The overall satisfaction level of existing
customers of Exide Products was above
satisfactory levels .
 The Companys goodwill and brand image in the
minds of the existing customers could be termed
as excellent.
 Exide products were found to be satisfying to
customers whether be it in regards to
depndabilty,performance,value etc
 CHAPTERS
(1) Introduction
Explanation about the topic
Importance of the topic
Learning from the topic
(2)Organization profile
Company history
Products profile and services
Head office and Branches
Organizational charts

(3)Research methodology
Research design
Sources of data
Scaling technique
Data collection methods
Research instruments
Survey method
Objectives of study
limitations
(4)Findings and recommendations
( 5)Conclusion
(6)Annexure
(7)Bibliography
 CHAPTER 1

INTRODUCTION

Topic:-: Consumer Satisfaction levels of existing users of Exide

products in and around Gauhati.

The topic selected for the project was determining “ Consumer

Satisfaction levels of existing users of Exide products in and around
Gauhati” . 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 of a Balanced Scorecard.
In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.
However, the importance of customer satisfaction diminishes when a
firm has increased bargaining power.
In Other word consumer satisfaction refers to the degree to which
customer expectations of a product or service are met or exceeded.
Corporate and individual customers may have widely differing
reasons for purchasing a product or service and therefore any
measurement of satisfaction will need to be able to take into account
such differences. The quality of after-sales service can also be a crucial
factor in influencing any purchasing decision. More and more
companies are striving, not just for customer satisfaction, but for
customer delight, that extra bit of added value that may lead to
increased customer loyalty. Any extra added value, however, will need
to be carefully costed.

The definition of customer satisfaction has been widely debated as

organizations increasingly attempt to measure it. Customer
satisfaction can be experienced in a variety of situations and
connected to both goods and services. It is a highly personal
assessment that is greatly affected by customer expectations.
Satisfaction also is based on the customer’s experience of both
contact with the organization (the “moment of truth” as it is called in
business literature) and personal outcomes. Some researchers define a
satisfied customer within the private sector as “one who receives
significant added value” to his/her bottom line—a definition that may
apply just as well to public services. Customer satisfaction differs
depending on the situation and the product or service .A customer
may be satisfied with a product or service, an experience, a purchase
decision, a salesperson, store, service provider, or an attribute or any
of these. Some researchers completely avoid “satisfaction” as a
measurement objective because it is “too fuzzy an idea to serve as a
meaningful benchmark.” Instead, they focus on the customer’s entire
experience with an organization or service contact and the detailed
assessment of that experience. For example, reporting methods
developed for health care patient surveys often ask customers to rate
their providers and experiences in response to detailed questions such
as, “How well did your physicians keep you informed? ” These surveys
provide “actionable” data that reveal obvious steps for
improvement .Customer satisfaction is a highly personal assessment
that is greatly influenced by individual expectations. Some definitions
are based on the observation that customer satisfaction or
dissatisfaction results from either the confirmation or disconfirmation
of individual expectations regarding a service or product. To avoid
difficulties stemming from the kaleidoscope of customer expectations
and differences, some experts urge companies to “concentrate on a
goal that’s more closely linked to customer equity.”

Instead of asking whether customers are satisfied, they encourage

companies to determine how customers hold them accountable In the
public sector, the definition of customer satisfaction is often linked to
both the personal interaction with the service provider and the
outcomes experienced by service users.
 PREFACE

The concept of consumer satisfaction/dissatisfaction (CS/D) has

received considerable attention in the marketing and consumer
behavior literature. Part of this concern for the welfare, and hence the
satisfaction, of the consumer stems from the realization that, over the
long run, satisfied consumers are critical to the successful practice of
marketing and to the long-run profitability of the firm. Customer
satisfaction with a product often leads to repeat purchase, acceptance
of other products of the same product line, and favorable word-of-
mouth communications. Marketers are also deeply concerned with
consumer satisfaction because of the many adverse effects which can
result from consumer dissatisfaction (Richins, 1983; Engel &
Blackwell, 1982).

The apparent marketing maxim that directs the marketer towards

providing consumer satisfaction, or the absence of dissatisfaction, is
stated in the "marketing concept." Dickerson, Herbst and
O'Shaughnessy (1986) state that the marketing concept remains the
most enduring tenet in the teaching of marketing. Its foundation stone
is consumer orientation, the belief that a business, if it is to be
successful, should be oriented towards satisfying the needs of its
customers (p. 18).

Since its introduction in the 1950s, the marketing concept has become
the cornerstone of the principle and practice of marketing
(McKitterick, 1957). While the profit aspect of the marketing concept
has always been given a relatively great amount of research
attention, the notion of satisfaction has only recently begun to receive
the attention of researchers (Hunt, 1977a). The number of articles
published in the area attest to the fact that CS/D is of great interest to
marketers. Much of this work, however, has tended to focus firstly on
conceptual and theoretical developments and secondly on
adaptations to the basic CS/D process model to account for consumer
and market differences (Tse & Wilton, 1988; Woodruff, Cadotte &
Jenkins, 1983; Westbrook, 1980).
 IMPORTANCE OF THE TOPIC

Businesses monitor customer satisfaction in order to determine how

to increase their customer base, customer loyalty, revenue, profits,
market share and survival. Although greater profit is the primary
driver, exemplary businesses focus on the customer and his/her
experience with the organization. They work to make their customers
happy and see customer satisfaction as the key to survival and profit.
Customer satisfaction in turn hinges on the quality and effects of their
experiences and the goods or services they receive.

Many researchers have looked into the importance of customer

satisfaction. Kotler(2000) defined satisfaction as: “a person’s feelings
of pleasure or disappointment resulting from comparing a product’s
perceived performance (or outcome) in relation to his or her
expectations”. Hoyer and MacInnis (2001) said that satisfaction can
be associated with feelings of acceptance,
happiness, relief, excitement, and delight. There are many factors that
affect customer satisfaction. According to Hokanson (1995), these
factors include friendly employees, courteous employees,
knowledgeable
employees, helpful employees, accuracy of billing, billing timeliness,
competitive pricing,service quality, good value, billing clarity and
quick service.
In order to achieve customer satisfaction , organizations must be able
to satisfy their customers needs and wants (La Barbera and Mazursky,
1983). Customers’ needs state the felt deprivation of a customer
( Kotler , 2000).Whereas customers’ wants, according to Kotler
(2000) refer to “the form taken by human needs as they are shaped by
culture and individual personality”.
CONSEQUENCES OF CUSTOMER SATISFACTION
AND DISSATISFACTION

The consequences of not satisfying customers can be severe. According

to Hoyer and
MacInnis (2001), dissatisfied consumers can
decide to: -
 discontinue purchasing the good or
service,
 complain to the company or to a third
party and perhaps return the item
engage in negative word-of-mouth
communication.

Customer satisfaction is important because “satisfaction influences

repurchase intentions whereas dissatisfaction has been seen as a
primary reason for customer defection or discontinuation of
purchase”.
 LEARNING FROM THE TOPIC

Customer Satisfaction – a Critical Component of Profitability

Exceptional customer service results in greater customer retention,
which in turn results in higher profitability.
Customer loyalty is a major contributor to sustainable profit growth.
To achieve success, you must make superior service second nature of
your organization. A seamless integration of all
components in the service-profit chain – employee
satisfaction, value creation, customer satisfaction, customer loyalty,
and profit and growth – links all the critical dynamics of top customer
service.
Sadly, mature companies often forget or forsake the thing that made
them successful in the first place: a customer-centric business model.
They lose focus on the customer and start focusing on the bottom
line and quarterly results. They look for ways to cut costs or increase
revenues, often at the expense of the customer.
They forget that satisfying customer needs and continuous value
innovation is the only path to sustainable growth. This creates
opportunities for new, smaller companies to emulate and improve
upon what made their bigger competitors successful in the first place
and steal their customers.

Customer Expectations
Customer is defined as anyone who receives that which is produced
by the individual or organization that has value. Customer
expectations are continuously increasing. Brand loyalty is a thing of
the past. Customers seek out products and producers that are best
able to satisfy their requirements. A product does not need to be
rated highest by customers on all dimensions, only on those they
think are important.
Measuring Customer Satisfaction
To execute a successful client satisfaction survey, one should build
their customers to have the time and inclination to respond to, and that
delves into the types of information that will truly help enhance one’s
performance. By carefully constructing a brief, yet strong, survey, WE
can discover what our customers believe your strengths and
weaknesses are and what makes your customers loyal to our company.
 CHAPTER 2

ORGANIZATION
PROFILE
Company Profile
The Company was incorporated as Associated Battery Makers (Eastern)
Ltd., on 31st January, 1947 under the Companies Act, 1913 to purchase
all or any of the assets of the business of manufacturers, buyers and
sellers of and dealers in and repairers of electrical and chemical
appliances and goods carried on by the Chloride Electric Storage
Company (India) Ltd, in India , since 1916 with a view thereto to enter
into and carry into effect (either with or without modification) an
agreement which had already been prepared and was expressed to be
made between the Chloride Electric Storage Co (India) Ltd on the one
part and the Company of the other part. The name of the Company was
changed to Chloride India Ltd on 2nd August, 1972. The name of the
Company was again changed to Chloride Industries Ltd. vide fresh
Certificate of Incorporation dated 12th October, 1988. The name of the
Company was further changed to Exide Industries Ltd. on 25th August,
1995.

The Company manufactures the widest range of

storage batteries in the world from 2.5 Ah to 20,400
Ah capacity, covering the broadest spectrum of
applications. The Company has six factories
strategically located across the country – two in
Maharashtra, one in West Bengal, two in Tamil
Nadu and one in Haryana. The Company’s
predecessor carried on their operations as import
house from 1916 under the name Chloride Electrical Storage Company.
Thereafter, the Company started manufacturing storage batteries in the
country and have grown to become one of the largest manufacturer and
exporter of batteries in the sub-continent today. Exide separated from its
UK-based parent, Chloride Group Plc., in 1989, after the latter divested
its ownership in favour of a group of Indian shareholders. The Company
has grown steadily, modernized its manufacturing processes and taken
initiatives on the service front. Constant innovations have helped the
Company to produce the world’s largest range of industrial batteries
extending from 2.5 Ah to 15000 Ah and covering various technology
configurations.
Milestones
1916 Chloride Electric Storage Co. (CESCO) UK sets up trading
operations in India as an import house.
1946 First factory set up in Shamnagar, West Bengal.
1947 Incorporated as Associated Battery Makers (Eastern) Limited on
31 January 1947 under the Companies Act.
1947 Incorporated Chloride International Limited (previously Exide
Products Limited)
1969 Second factory at Chinchwad, Pune
1972 The name of the Company was changed to Chloride India Limited
1976 R&D Centre established at Kolkata
1981 Third factory at Haldia, West Bengal
1988 The name of the Company was changed to Chloride Industries
Limited
1994 Technical collaboration with Shin Kobe Electric Machinery Co.
Ltd. of Japan, a subsidiary of the Hitachi Group.
1995 Chloride Industries Limited renamed Exide Industries Limited
1997 Fourth factory at Hosur, Tamil Nadu
1998 Acquisition of industrial/ manufacturing units of Standard
Batteries Ltd located at Taloja & Kanjurmarg (Maharashtra),
Guindy (Tamilnadu) and plant at Ahmednagar (Maharashtra)
from Cosepa Fiscal Industries Limited as a going concern.
1999 Acquired 51% Shareholding in Caldyne Automatics Ltd
2000 Acquisition of 100% stake in Chloride Batteries S E Asia Pte Ltd.,
Singapore and 49% stake in Associated Battery Manufacturers
 (Ceylon) Limited, Sri Lanka.
2003 Commissioned plant at Bawal, Haryana
2003 New joint venture in UK, ESPEX, with 51% holding.
2004 Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka
became a subsidiary consequent to acquiring further 12.50%
Equity holding.
2005 Investment in 50% shareholding of ING Vysya Life Insurance
Company Limited
2007 Caldyne Automatics Ltd becomes 100% subsidiary consequent to
acquiring the balance 49% shareholding.
2007 Investment with 26% shareholding.in CEIL Motive Power Pty Ltd.
A Joint Venture in Australia.
2007 Acquired 100% stake in Tandon Metals Ltd.
2008 Acquired 51% stake in Lead Age Alloys India Ltd
 SUBSIDIARIES
1. Chloride International Limited (“CIL”)
CIL was incorporated on 31st January, 1947 under the name Exide
Batteries (Eastern) Limited which was subsequently changed to
‘Chloride & Exide Batteries (Eastern) Limited on 11th February, 1948.
It was later changed to Exide Products Limited on 2nd April, 1981 and
lastly changed to Chloride International Limited on 14th November,
2003. The CIN of CIL is L31402WB1947PLC014918. The Registered
Office of CIL is situated at Exide House, 59E Chowringhee Road,
Kolkata – 700 020. CIL is a 100 per cent subsidiary of Exide Industries
Limited. It is engaged in non conventional energy business.
2. Caldyne Automatics Limited (“Caldyne”)

Caldyne was incorporated on 16th day of June, 1980 and it is engaged

in the business of high end chargers for industrial use. The CIN of
Caldyne is U29221WB1980PLC032796. Caldyne is a 100 per cent
subsidiary of Exide Industries Limited. The Registered Office of Caldyne
is situated at Plot No. Y-21, Block EP, Sector V, Salt Lake Electronics
Complex, Bidhannagar, Kolkata – 700 091

3. Chloride Metals Ltd (CML)

(formerly Tandon Metals Ltd)
The Company acquired 100 % stake of CML making it a wholly owned
subsidiary w.e.f. 1st November 2007. CML was incorporated on 14th
December, 1998 under the Indian Companies Act, 1956. The Registered
Office of CML is situated at Gat No. 1241-1242 Markal, Taluka Khed,
Pune – 412105. CML is engaged in the manufacture and supply of
recycled Lead.

4. Leadage Alloys India Limited (Leadage)

The Company acquired 51% stake of Leadage in June 2008. Leadage
was incorporated on 25th September, 2002 under the Indian Companies
Act, 1956. The Registered Office of Leadage is situated at No. 60
Seethanayakanahalli, Malur Taluk, Kolar District, Karnataka – 563
130. Leadage is engaged in manufacture and supply of recycled lead.

5. Chloride Batteries S E Asia Pte Limited (“CBSEA”)

CBSEA was incorporated on 4th September, 1958 under the laws of
Singapore under the name “The Chloride Electrical Storage Company
Far East Limited” on 4th September, 1958 which was subsequently
changed to ‘Chloride Batteries S E Asia Pte Limited on 4th December,
1969. CBSEA is a 100 per cent subsidiary of Exide Industries Limited.
The registered office of CBSEA is located at 106 Neythal Road, Jurong
Town, Singapore 628 594. The principal activities of CBSEA comprise
production and distribution of industrial battery chargers, rectifiers and
parts thereof and the distribution of industrial and automotive batteries.

6. Espex Batteries Limited (“ESPEX”)

ESPEX was incorporated on 8th January, 2003 under the Companies
Act, 1985 of UK. The Registered Office of ESPEX is situated at Clipper

Road, Roath Dock, Cardiff CF10 4EW, UK. ESPEX is engaged in

supply of industrial batteries in UK and its neighboring areas.
7. Associated Battery Manufacturers (Ceylon) Limited (“ABML”)
ABML was incorporated on 6th May, 1960 under the laws of Sri Lanka.
The registered office of ABML is situated at 481 T B Jayah Mawatha,
Colombo 10, Sri Lanka. ABML is engaged in the manufacture of Lead
acid automotive and motorcycle batteries.
 HEAD OFFICE & BRANCHES (N.E
REGION)
Exide Industries Limited Corporate Office

Exide House
59E, Chowringhee Road, Kolkata – 700 020
Phone: 033 – 22832120 / 22832133 /22832136 / 22832238-39 /
22832150-51
Fax: 033 – 22832632 / 22832637

East-North Zone: (Head Quarter – Guwahati)

Mr. Manoj Hazarika - Zonal Sales Manager

Phone: 0361 - 2341119/2500
Mobile: (+91) 9864064009
E-mail: ManojHK@exide.co.in

GUWAHATI
Mr. Utpal Kumar Mahanta
C/o AIC & CO. G.S. Road Dispur, near Car-Ghar, Guwahati – 781005
Phone: 0361 - 2341119/2500
Mobile: (+91) 9864079535
Fax: 0361 – 2345097
E-mail: UtpalkM@exide.co.in

SILIGURI
Mr. Avijit Mukherjee
Patel Road, Pradhan Nagar, Siliguri - 734003
Phone: 0353 - 2540321
Mobile: (+91) 9830277534
E-mail: AvijitM@exide.co.in
 SCOPE OF THE STUDY

Introduction— The study was based on a small research regarding

customer satisfaction of existing consumers of Exide products.
Speaking of a research, it always starts with a question or a problem. Its
purpose is to answer to questions through the application of the
scientific methods. It is systematic and intensive study directed towards
a more complete knowledge of the subject studies. Once the problem is
defined properly then one can easily chalk out the Objectives for the
research. Poorly defined problems create confusion and do not allow
the researcher to develop a good research design. The first step in
research is formulating research problem. It is the most important stage
in applied research as poorly defined problems will not yield useful
results.
It may be mentioned that the problem formulation from the researcher’s
point of view represents translating the management problem into a
research problem. In order to formulate an appropriate research
problem on the basis of a management problem, it is necessary to have
a meaningful dialogue between the researcher and the
manager. Without a meaningful dialogue, the problem is likely to be
defined poorly. The research carried out on that basis will hardly have
any value for the management
A complete problem definition must specify each of the following,
Sample and sampling units, Time and space boundaries, Product
features, and consumer preferences, Specific environmental conditions
 OBJECTIVES OF STUDY
The subject matter for this research Project is to study
the satisfaction levels of existing customers of Exide Industries Ltd. In
and around Guwahati.

 To study the satisfaction levels in different criteria of consumers

regarding products of Exide.

 To understand the reaction of consumers by listening to the Brand.

 To know general perception about the brand in the minds of the

consumers in and around Gauhati.

 To study the consumers thought process regarding brand

perception.
 LIMITATIONS
One must be aware of these limitations in advance so that
one is clear about what Research can and cannot do—
 First marketing research tends to be fragmentary in its approach
as a result of which it becomes difficult to have an overall
perspective in which a marketing problem is to be viewed and
studied.
 Then, marketing research is not an exact science. There are
several imponderables which come in the way of getting accurate
results.
 Also, the people to be interviewed does not participate with full
involvement and also sometimes it is seen that they feel some
insecurity to answer to the questions.
 Information disclosure by the respondents tend to be inadequate
 CHAPTER 3

METHODOLOGY

Research design: - Research Design is the plan, structure and strategy

of investigation conceived so as to obtain answers to research questions
and to control variance.
Descriptive Research
The type of research Design for this Research Project is
DescriptiveResearch. Under the head of the Descriptive Research this
project is based on thecross sectional studies.
The cross sectional studies are of two types:
1. Field studies
2. Survey

Communication
The communication method, in effect, is the method of designing
questionnaires with a view to collect the requisite information.
Functions of questionnaires
Questionnaire is simply a formalized schedule to obtain and record
specified and relevant information with tolerable accuracy and
completeness. In other words, it directs the questioning process and
promotes clear and proper recording.

 The design chosen in this research project is of

communication type where questionnaire was prepared.
 The design of the questionnaire was so made that it would be
easy to understand for the respondent.
 Complex words were as much not used to avoid confusion
and unwillingness
 Questions were so made that it would cover up major
problems and queries and main objectives.

Sources of data: - Sources of data are the entire medium through

which data are collected from which necessary findings and analysis
are to be made. The data collected are formally divided into two types-
1. Primary data.
2. Secondary data

 Primary data are those data which are primarily collected

directly with interaction of the target or in other sense we can
as, data observed or collected directly from first-hand
experience. In context with the research been made the
primary data were collected directly from the people using the
 various internet brands which was randomly done and also a
detailed collection of data from the Amtron broadband users.
 Secondary data are those which are not collected directly. It
is the collection of a readymade data from others.
Secondary data is data collected by someone other than the
user. Common sources of secondary data for social science
include censuses, surveys, organizational records and data
collected through qualitative methodologies or research. The
secondary data collected here are from the books for the
topics and from the organization as well, regarding the minor
details and problems. Also data regarding the organizational
profile were collected from the organization which are
considered tom be as secondary data.
There are two main methods by which primary data can be collected
are:

1. Observation
2. Communication

Observation is one of the methods of data collection. It is

used to get both past and current information. For example, instead of
asking respondents about their current behavior, we may observe it and
record our observations. Although it is not possible to observe past
behavior, we may observe the result of such behavior. In a way,
secondary data reflect the results of the past behavior of people as also
of past occurrence.
The communication method, in effect, is the method of
designing questionnaires with a view to collect the requisite
information.
 The method used in this project was communication method,
where questionnaire was prepared so as to get direct and
precise data from the consumers itself. Also such types of
questionnaire are helpful when direct interaction becomes
important with the people involved with the service and the
desired information is to be acquire. Therefore considering a
definite sample a survey was conducted
 SCALING TECHNIQUE
The use of sampling techniques in sample survey provides a way of
introducing a “qualitative dimension”.
The various and scaling technique are as
 Itemized scale— With an itemized scale, respondents are
provided with a scale having numbers and/or brief descriptions
associated with each category and are asked to select one of the
limited number of categories, ordered in terms of scale position,
that best describes the product, brand, company or product
attribute being studied.eg very easy-very hard,easy-hard,etc.
Whichever form of itemized scale is applied, researchers usually
treat the data as interval level.
 Semantic scales: This type of scale makes extensive use of words
rather than numbers. Respondents describe their feelings about
the products or brands on scales with semantic labels. When
bipolar adjectives are used at the end points of the scales, these
are termed semantic differential scales.Eg strong-weak, useful-
useless etc.
 Likert scales: A Likert scale is what is termed a summated
instrument scale. This means that the items making up a Liken
scale are summed to produce a total score. In fact, a Likert scale
is a composite of itemised scales. Typically, each scale item will
have 5 categories, with scale values ranging from -2 to +2 with 0
as neutral response.Ex.good-somewhat good-likely good-
somewhat bad-bad.
The scaling technique in this research project been used is
sematic differential scale as it was necessary to know the exact
behavior, preference and attitude towards the service and also it had to
kept in mind that it should avoid confusion like in case of other methods
and make it easy so make people to get more involved.
 RESEARCH INSTRUMENTS

From the above both data collection method, Questionnaire

(Communication method) is selected as the instrument for collecting the
data as the respondents are directly interviewed by the researcher. The
same questionnaire is attached as an annexure to this report. It is simply
a formalized schedule to obtain and record specified and relevant
information with tolerable accuracy and completeness. In other words,
it directs the questioning process and promotes clear and proper
recording.

For the research the questionnaire was prepared in view

to get the knowledge of the potential consumers regarding the products
of Exide Industries Ltd. It was so designed that direct information can
be evolved about general awareness of the potential consumers being
surveyed regarding the products of Exide, under what circumstances
and facility.
 SURVEY METHOD

Taking all the necessary instruments being mentioned above, a well

planned questionnaire was prepared considering all the objectives and
the problems that were to be investigated detailed with respect to the
service and its brand name. In order to meet the objectives the survey
had to divide into two—
First, a general market survey was made where main motive was to
find out the brand sharing the greatest market share, the facts and
details that lead to their domination and also in order to find out the
level of popularity of Exide products when a random sampling was
done.
Secondly, a precise survey to different institutions (financial
,educational etc) were taken so as to know the exact story of the brand
awareness level of Exide Products.
Therefore sample was taken at first at different random location at
Guwahati where main targets were financial institutions ,educational
institutions ,small business setups ,etc. Sample size consisted of 100
respondents.
 ANALYSIS AND FINDINGS
This section contains the detailed analysis of the important findings and its
interpretation
Therefore as per the topic it becomes an important objective to find out the
satisfaction level of existing users of Exide battery Products. The question been
asked were as follows: -

How would you rate your level of overall satisfaction with Company Exide
Industries Ltd as a supplier of batteries?

Extremely Satisfied

Good Satisfaction

Average Satisfaction

Dissatisfied

Extremely dissatisfied

Don’t Know/Not Applicable

Sample size:100

Extremely Satisfied 15%

Good Satisfaction 45%
Average Satisfaction 30%
Dissatisfied 3%
Extremely Dissatisfied 2%
Don’t Know /Not Applicable 5%

Interpretation
The later graph indicates that maximum people are having good
satisfaction (45%) regarding usage of Exide battery products. Trailing its back is
the average satisfaction segment where the users are satisfied moderately at
30% .The pie chart also indicates that the number of dissatisfied users of Exide
battery products which are at a minimum level which is a good indication
regarding the products of Exide .
How likely are you to recommend Company Exide Industries Ltd to
a friend or relative? Would you say the chances are …

Excellent
Very Good
Good
Fair
Poor
Don't Know/Not Applicable
Sample size:100
Excellent 40%
Very Good 25%
Good 22%
Fair 8%
Poor 4%
Don’t Know/Not Applicable 1%

Interpretation
The later graph indicates that maximum people are having excellent
perception about recommending Exide battery products to a friend or relative.
Examining the pie chart ,issues relating to decrease in goodwill of the company
will not take palace as long as the perception trend remains at the current position.
Therefore the quality standards are to be maintained at current level and gradual
increase in terms of quality may further intensify it’s sales growth and increase in
further goodwill.
How likely are you to repurchase products and services from
Company Exide Industries Ltd? Would you say the chances are …

60

50

40

30

20

10

0
Excellent Very Good Good Fair Poor Don’t Know/Not Applicable
Sample size:100
Excellent 50%
Very Good 30%
Good 15%
Fair 3%
Poor 2%
Don’t Know/Not Applicable 0%

Interpretation
The later graph indicates that maximum people are having excellent
perception about repurchasing Exide battery products. Examining the pie chart
,issues relating to ‘brand-switching ‘may not be considered as an immediate threat.
Brand Loyalty seems to be intact at 95%(50%,30%,15%).
How would you rate the overall quality of your relationship with
company Exide Industries Ltd, considering all of your experiences
with them? Would you say it is …

40

35

30

25

20

15

10

0
Sample size:100
Excellent 12%
Very Good 16%
Good 18%
Fair 35%
Poor 15%
Don’t Know/Not Applicable 0%

Interpretation
The later graph indicates that maximum people are fairly satisfied with the
overall relationship with company Exide Industries Ltd, considering all of their
experiences with them. The segment referring 15% of the pie chart shows that out
of a sample of 100 ,15% of the interviewed candidates were poorly satisfied with
the overall relationship pertaining to reasons which may not relate to the products
of Exide but other areas relating to customer service, after sales service etc.
How would you rate your level of satisfaction with Company Exide
Industries Ltd in regards to customer service ?

levels of satisfaction
45

40

35

30

25

20

15

10

0
d
fie n
t is ct
io n
Sa fa ct
io d
el
y tis fa f ie d
m Sa t is t is f ie le
tre d Sa s sa tis ab
Ex oo Di sa ic
ge s pl
G
era Di A p
y
Av el ot
m /N
tre w
Ex K no
t
n’
Do
Sample size:100
Extremely Satisfied 15%
Good Satisfaction 30%
Average Satisfaction 45%
Dissatisfied 3%
Extremely Dissatisfied 2%
Don’t Know /Not Applicable 5%

Interpretation
The later graph indicates that maximum people are averagely satisfied with
Company Exide Industries Ltd in regards to customer service at 45%.Customer
service is found to be satisfactory. However dissatisfied candidates amount to
5%(3%,2%).The bar diagram is take on a scale of 50.The above table
accompanying the bar diagram shows the distribution of satisfaction levels in
regards to customer service.
How would you rate your level of satisfaction with Company Exide
Industries Ltd in regards to value?

Levels of satisfaction

Extremely Satisfied
Good Satisfaction
Average Satisfaction
Dissatisfied
Extremely Dissatisfied
Don’t Know /Not Applicable
Sample size:100
Extremely Satisfied 32%
Good Satisfaction 27%
Average Satisfaction 17%
Dissatisfied 10%
Extremely Dissatisfied 5%
Don’t Know /Not Applicable 9%

Interpretation
The later graph indicates that maximum people are extremely satisfied with
Company Exide Industries Ltd in regards to value at 32%.The bar diagram is take
on a scale of 35.The above table accompanying the bar diagram shows the
distribution of satisfaction levels in regards to value.
how would you rate your level of satisfaction with Company Exide
Industries Ltd in regards to battery performance?

Levels of satisfaction
50
45
40
35
30
25
20
15
10
5
0
d
f ie n
tis ct
io n
Sa fa ct
io d
el
y tis fa f ie d
m Sa t is t is f ie le
tre d Sa s sa atis ab
Ex oo ge Di s s
pl
i c
G
era Di Ap
y
Av el ot
em /N
tr w
Ex K no
t
n’
Do
Sample size:100
Extremely Satisfied 40%
Good Satisfaction 30%
Average Satisfaction 20%
Dissatisfied 5%
Extremely Dissatisfied 3%
Don’t Know /Not Applicable 2%

Interpretation
The later graph indicates that maximum people are extremely satisfied with
Company Exide Industries Ltd in regards to customer service at 40%.Battery
performance is found to be above satisfactory levels. However dissatisfied
candidates amount to 8%(5%,3%).The bar diagram is take on a scale of 60.The
above table accompanying the bar diagram shows the distribution of satisfaction
levels in regards to battery performance.
How would you rate your level of satisfaction with Company Exide
Industries Ltd in regards to dependability

Levels of satisfaction
40

35

30

25

20

15

10

0
d
f ie n
tis ct
io n
Sa fa ct
io d
y t is fa f ie
el t is ie
d
m Sa t is a f
bl
e
tre d Sa s s atis a
Ex oo ge Di s s li c
G ra Di A pp
e y
Av el ot
m /N
tre w
Ex K no
t
n’
Do
Sample size:100

Extremely Satisfied 50%

Good Satisfaction 20%
Average Satisfaction 15%
Dissatisfied 10%
Extremely Dissatisfied 2%
Don’t Know /Not Applicable 3%

Interpretation
The later graph indicates that maximum people are extremely satisfied with
Company Exide Industries Ltd in regards to dependability at 50%.Dependability
of Exide Batteries is found to be above satisfactory levels. However dissatisfied
candidates amount to 12%(10%,2%).The bar diagram is take on a scale of 45.The
above table accompanying the bar diagram shows the distribution of satisfaction
levels in regards dependability on usage of Exide Batteries.
 FINDINGS AND
RECOMMENDATIONS

THE FINDINGS FROM THIS RESEARCH CAN BE ILLUSTRATED

UNDER THE FOLLOWING POINTS—
THEREFORE AS PER RECOMMENDATIONS AGAINST ALL
FINDINGS CAN BE GIVEN AS—
CONCLUSION
 BIBLIOGRAPHY

Books Referred:

1. Principles of Managerial Finance by Lawrence J. Gitman, Eleventh Edition,

published in 2010.
2. Projects Planning Analysis Selection Implementation and Review by Prasanna
Chandra, Fourth Edition, published in 1997.
3. Text Book on Project Management by P Gopalakrishnan and V E Rama Moorty,
published in 1996.
4. Marketing Research An Applied Orientation by Naresh K. Malhotra and
Satyabhusan Dash, Fifth Edition, published in 2010.
5.Research Methodology by C.R Kothari

Websites visited:
 www.exideindustries.com
  www.google.com
 www.wikipedia.org

ANNEXURE- 1
The following Questionnaire was used

Questionnaire

Response Code:

Dear Sir/Madam,
I am a student of MBA 3rd semester in Gauhati Commerec
CollegeCentre of Management Studies under Gauhati
University. As an integral part of our course curriculum, I am
conducting a study on the topic “Customer satisfaction
survey for Exide Batteries in Guwahati city”. Therefore I
request you to spend a few minutes with me in providing
your valued responses to the following questions. I assure
you that these responses will be used for academic purposes
only and not for any other purpose.
Thanking you,
Arihant Aski Goswami

Kindly put a tick (√) mark wherever applicable

[1].What are the chances of your recommendation for the

products of Exide Industries Ltd to your friends or relatives?
Excellent
Very Good
Average
Below Average
Poor
[2].How likely are you to repurchase products and services
from Exide Industries Ltd?
Excellent
Very
Good
Average
Below
Average
Poor
[3].How would you rate the overall quality of your
relationship with company Exide Industries Ltd, considering
all of your experiences with them?
Excellent
Very
Good
Average
Below
Average [4].How would you rate your
Poor level of satisfaction with Exide
Industries Ltd in regards to customer service?
□ Highly satisfied □ Moderately satisfied □ Neither satisfied
nor dissatisfied
□ Moderately dissatisfied □ Highly dissatisfied

[5].How would you rate your level of satisfaction with

Company Exide Industries Ltd in regards to price?

□ Highly satisfied □ Moderately satisfied □ Neither satisfied

nor dissatisfied
□ Moderately dissatisfied □ Highly dissatisfied

[6].How would you rate your level of satisfaction with

Company Exide Industries Ltd in regards to value?

□ Highly satisfied □ Moderately satisfied □ Neither satisfied

nor dissatisfied
□ Moderately dissatisfied □ Highly dissatisfied
 [7]. How would you rate your level of satisfaction with
Company Exide Industries Ltd in regards to battery
performance?

□ Highly satisfied □ Moderately satisfied □ Neither satisfied

nor dissatisfied
□ Moderately dissatisfied □ Highly dissatisfied

[8]. How would you rate your level of satisfaction with

Company Exide Industries Ltd in regards to dependability?

□ Highly satisfied □ Moderately satisfied □ Neither satisfied

nor dissatisfied
□ Moderately dissatisfied □ Highly dissatisfied
[9].How would you rate your level of overall satisfaction
with Company Exide Industries Ltd as a supplier of
batteries?
□ Highly satisfied □ Moderately satisfied □ Neither satisfied
nor dissatisfied
□ Moderately dissatisfied □ Highly dissatisfied