SUMMER TRAINING REPORT

ON
“Analyzing customer behaviour
and
measuring customer satisfaction”
AT
WORLDFA EXPORT PRIVATE.LIMITED.

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT

FOR THE AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION

SESSION 2018-2019

Under the guidance ofMr. mahender

(marketing manager) SUBMITTED BY:
SAGAR CHAUHAN
BBA 5th sem
Regn no:-1617460046
Roll no.
 HINDU COLLEGE SONIPAT
(AFFILIATED BY M.D UNIVERSITY)

DECLARATION

I, SAGAR CHAUHAN Student of BBA IIInd year of HINDU COLLAGE,

Sonipat here by declare that the summer training report entitled
Study of “ ANALYZING CUSTOMER BEHAVIOR AND MEASURING
CUSTOMER SATISFACTION” is an original piece of work & the same has not
been submitted to any other institute for the award of any other degree. The
training report was made on date………………………under the suggestions given
by the faculty members were duly incorporated.
signature
regn no.

ACKNOWLEDGEMENTS

I am greatly indebted to my project incharge MR. MAHENDER and entire

MARKETING team of WORLDFA EXPORT PVT.LTD. for providing me all
the information in their esteemed organization. Without their scholarly guidance,
painstaking efforts and persistent encouragement it would not have been possible
for me to complete my project report .
 I am extremely thankful to them, for providing me all the indispensable data
regarding the project along with their support. Their constant encouragement and
appraisal has helped me a lot in completing the project.

I also acknowledge the corporation extended to me by all the respondents and the
staff members without whose help and co-operation this project would have not
been a success.

SAGAR CHAUHAN

BBA 5th SEM.

EXECUTIVE SUMMARY

The project on the topic “ANALYZING CUSTOMER BEHAVIOR AND

MEASURING CUSTOMER SATISFACTION” was completed under the
guidance of Miss. Shilpa , Hindu Collage, Sonepat.
The research has been conducted with the following objectives:
• MARKETING department are carried out for sole purpose of building and
maintaining Analyzing customer behavior and measuring customer
satisfactionship.
• Analyzing customer behavior and measuring customer satisfaction studies
the relationship within the organization .
• To get information that founds a relationship with the customer and mkt.

TABLE OF CONTENTS
Chapter no. Particulars Page no.
A) Certificate of the company
B) Declaration
C) Acknowledgements
D) Executive SumMarketingy
CHAPTER-1 Introduction to the project
• Significance of study

B) Objective of study
C) Review of Literature
D) Focus of study
E) Conceptualization
CHAPTER-2 Introduction to the Company
CHAPTER-3 Research Methodology
CHAPTER-4 Introduction to Analyzing
customer behavior & measuring
customer satisfaction
CHAPTER-5 Process of Analyzing customer
behavior & measuring customer
satisfaction
CHAPTER-6 Approaches of Analyzing
customer behavior & measuring
customer satisfaction
CHAPTER-7 Data analysis& Interpretation
A)SWOT Analysis

B)Questionnaire analysis
CHAPTER-8 Findings of study
CHAPTER-9 Limitation of study
CHAPTER-10 Conclusion
CHAPTER-11 Recommendations
CHAPTER-12 Annexure
CHAPTER-13 Bibliography
 SIGNIFICANCE OF STUDY

Significance of study is to study those aspects of MARKETING where customers

are dealt with as a group Marketing tough collective agreements with trade unions.
It covers all the relations between employers and customers in industry. Some
scholars however see Analyzing customer behaviour & measuring customer
satisfactions which is a more recent term as broader and includes customer
participation in management decisions, communications, policies for improving
cooperation and control of grievances and minimization of conflicts.
Analyzing customer behaviour & measuring customer satisfactions cover the
following issues;

• It helps to understand how actions taken at organizational entry help to

build the employment relationship
• It helps to understand policies and procedures associated with the
disciplines.
• It shows familiarity with the various ways that an customer can exists in an
organization and the measures organizations can take to make this parting of
ways more positive experience for all involved.

OBJECTIVE OF THE STUDY

The objective of the study are following :

• The objective of study was to have an overview of MARKETING

and Analyzing customer behavior and measuring customer
satisfaction
• To identify the problem in Analyzing customer behavior and
measuring customer satisfaction .
 • To improve the working environment by identifying the weak points.

• To improve the relationship of customer with managers by increasing

communication between them.

REVIEW OF THE EXISTING LITERATURE

SOURCE 1:-

ARTICLE FROM: JOURNAL OF ORGANIZATIONAL CULTURE,

COMMUNICATIONS AND CONFLICT

AUTHOR:
PHILIP LITTLE

Analyzing customer behaviour & measuring customer satisfaction has been written
about widely in the management literature and the popular press. The term has
shown up in Workforce Magazine (2005), Harvard Business Review (2005) and
the Washington Post (2005), not to mention the websites of many Human
Resources consulting firms such as DDI (2005) and Towers Perrin (2003).
Customer engagement, a term coined by the Gallup Research group, seems to be
attractive for at least two reasons. ……………..

SOURCE 2:-

ARTICLE FROM: MARKETING MAGAZINE

AUTHOR:
SUSAN MEISINGER

Finding and keeping the right people with the right skills presents a major
challenge for organizations. Engaging those people to voluntarily deliver
maximum effort in key strategic areas adds another dimension to the
challenge…………………………………...

SOURCE 3:-

RESEARCH ON MIDDLE EAST CUSTOMER ENGAGEMENT

RELEASED AT DUBIOTECH LEADERSHIP FORUM 2010:-

Speaking at the inaugural Dubiotech Leadership Forum 2010, held this week as
part of the Pharmaceutical and Biotechnology Middle East (PABME) conference
in Dubai, Dr. Tamer Elewa, Director of MARKETING, Merck Serono, and a
research member of Aberdeen Business school, The Robert Gordon University in
Scotland, UK, revealed his brand new doctorate research with regard to 'Middle
East Customer Engagement'……………

SOURCE 4 :

JULIETTE SUMMERS AND JEFF HYMAN

ARTICLE DATE: 21 JULY, 2010

This report assesses existing research evidence on links between customer

participation in organizational decision making, company performance and the
quality of working life. The intention is to examine the value of different
approaches to participation to customers, employers and the State.

The report examines the different rationales for participation from economic, social
justice and political perspectives. TMarketingough these perspectives, it identifies
different approaches to the subject, with employers and neo-liberal interests
broadly supporting individual and low influence approaches while customer
bodies, such as trade unions and the European Union collective, favour more
regulatory influences

FOCUS OF STUDY

There is focus of problem in this research are study of Analyzing customer

behaviour & measuring customer satisfactions with the customer and employer.

Focus on various points there are:

 • Whether they satisfied The training, received from company has adequately
prepared for their work or not
• Whether they satisfied the Quality of work done in department is excellent
or not.
• Whether the customers are satisfied with the company policy or not .

In this study such type of issues are focused to test relations of customers with
customers and their fellows.

CONCEPTUALIZATION

• Analyzing customer behaviour & measuring customer satisfactions can be

seen Marketing as a skill-set or a philosophy, rather than as a management
function or well-defined area of activity.
• Despite well-publicized instances of industrial action, the emphasis of
Analyzing customer behaviour & measuring customer satisfactions continues
to shift from 'collective' institutions, such as trade unions and collective
bargaining, to the relationship with individual customers.

• The ideas of 'customer voice' and the 'psychological contract' have been
accepted by employers and reflected in their Analyzing customer behaviour
& measuring customer satisfactions policies and aspirations (see our
factsheets on customer voice and the psychological contract for more
information).

• Analyzing customer behaviour & measuring customer satisfactions skills

and competencies are still seen by employers as critical to achieving
performance benefits tMarketingough a focus on customer involvement,
commitment and engagement.

• Analyzing customer behaviour & measuring customer satisfactions is seen

as strategic in terms of managing business risk: both the downside risk of
non-compliance with an expanded body of employment law, and the upside
risk of failing to deliver maximum business performance.

• Nearly two-thirds of unionized employers regard the relationship between

management and unions as either positive or very positive
 COMPANY PROFILE

WORLDFA EXPORTS PRIVATE LIMITED is an Indian based company, which

carries on the business of buying, selling, importing, exporting, distributing and
dealing in all kinds of products, goods, commodities, consumer products, industrial
products and readymade garments and hosiery goods, engineering goods, machine
tools, hand tools, small tools, metal alloys, iron pipe, fitting, nuts, bolts, alloy,
wood, timber and timber products, gems and jewelers, imitation jewelers, plastics
and plastics goods & raw materials thereof, rubberized cloth, food grains, dairy
products, soap detergents, pulses, leather garments, leather products, all related
items in leather, electric and electronics components and goods, iron & steel,
aluminum, minerals, ferrous and non-ferrous metal, stainless steel, jute and jute
products, textile, cotton, synthetic, fiber, silk, yarn, wool and woolen goods,
handicrafts and silk artificial synthetics, shares and securities, sugar, tea, coffee,
fruits, nuts, cashew nuts, kernels, fodder bran, alcohol, beverages, grains, paper,
chemicals, perfumes, cement, spices, grain, factory materials, house equipments,
rubber and rubber products, coal, coal products and collator, fertilizers, agriculture
products, computer data materials, software, paints, edible and non-edible oils and
fats, drugs, plants and machinery goods, office equipments, hospital equipments,
railway accessories, medicine, sugar & sugarcane, automobile parts, consumer
durables, dry flowers and plants, printing and other products. The company has its
registered office in the National Capital Territory of Delhi.

FEATURES

• 27 YEARS MANUFACTURING EXPERIENCE

• CAPACITY 800 CONTAINERS PER YEAR (CURRENTLY UTILIZING

80% RESOURCES)

• SOCIAL ETHICAL AND TECHNICAL COMPLIANCE BY: SEDEX,

ICS, BSCI

• SELF INSPECTION BY: WALMART, TESCO, ALDI etc.

• Overseas Representatives: USA, Australia, Germany, France, Brazil, UK,

South Africa, Hungry, Canada, Argentina, China, Spain, Mexico etc..

Why Worldfa:

• An ISO 9001:2008 complete manufacturing unit since 1986 Capacity of 30

million pcs/800 containers. In house Q.A team of 12 members Self
 inspection permission by Walmart, Tesco, Metro etc. In-House professional
designing and packaging facilities.

Production Strength
Incorporated in 1986

• ISO 9001:2008 Manufacturing Unit

• Capacity of 20 million pcs/800 containers

• Cost efficient hydraulic & double action presses

• Advanced machinery for spinning, punching, fabrication,

• Encapsulation of cookware with latest brazing machine.

• Updated technology for projection, argon & seam welding.

• In-house powder coating, etching, printing, electroplating etc

• Specialized in powder coating done on tin and carbon steel material

Design Strength

• In-house & Overseas product designers

• Innovative and customized designs: practically & technically examined.

• Over 5000 products including kitchenware, tableware, flatware, barware,

• pet ware, decorative, utility items etc

• In house sampling division and mould development facility

• Graphic designers for stickers, colour boxes, customized pallets & PDQs,

• Packaging solutions etc.

Audits, Testings and inspections

• Social, ethical and technical compliant

• Customized audit solutions (FDA)

 • Countrywide analysis, registrations, evaluation and authorization of products

• Safety certification & CPSIA Testing

• Labeling and packaging test

• Following QC manuals at pre, midline & final inspection with AQL

0.5,1.5,2.5,4 etc

• Product Traceability in production

• In-house testing’s like deep draw cupping test, composition test, drop test,
box busting test etc

• Outsource testing such as material composition using calibrated

spectrometer, food safety, lead and

• Cadmium free, dishwasher safe, FFGB, California Prop 65 etc.

Social Responsibilities

• Training, health awareness & social activities

• Organizing blood donation camps, funding old age homes and sponsoring

• Physically handicapped people

• Prevent global warming by using pollution free, proper ventilated & eco
friendly

• Production, utilization of sunlight & fresh air in production

• Staff car pooling & CNG cab for workers

Rain water harvesting, solar heater & light etc.

Social Policy
ABOUT WORLDFA EXPORT PVT LTD
Since 1986, Worldfa Exports has been serving clients in a variety of Stainless
Products. Our services include everything from manufacturing of high grade
utensils products to exporting for overseas as well as for corporate. WFA is ISO
9001 accredited company. It is a compliant factory-social, ethical, CT PAT &
Technical. Exporting to 70 countries and shipping capacity of over 600 containers
per year. WFA has 22 years of experience in the field of Manufacturing and
exports. Stainless steel is one of the most durable and safe metal for household
products. Our design form follows function Quality product with competitive price
Low overhead-fat free factory. Steel is strong yet malleable; it takes the shape of
the designer’s idea. We have 100% Research and Development in-house.
Worldfa Exports Private Limited was registered at Registrar of Companies Delhi
on 09 October, 2003 and is categorized as Company limited by Shares and an Non-
govt company.
Worldfa Exports Private Limited's Corporate Identification Number (CIN) is
U51909DL2003PTC122571 and Registration Number is 122571.

Worldfa Exports Private Limited registered address on file is 5/5, EAST PUNJABI
BAGH NEW DELHI DL 110026 IN, New Delhi - 110026, Delhi, India.

Worldfa Exports Private Limited currently have 2 Active Directors / Partners:

Kalpana HYPERLINK "https://corporatedir.com/officer/00648418" HYPERLINK
"https://corporatedir.com/officer/00648418" HYPERLINK
"https://corporatedir.com/officer/00648418" Gupta, Pramod HYPERLINK
"https://corporatedir.com/officer/01141719" HYPERLINK
"https://corporatedir.com/officer/01141719" HYPERLINK
"https://corporatedir.com/officer/01141719" Kumar Gupta, and there are no other
Active Directors / Partners in the company except these 2 officials.
PRODUCT OF THE COMPANY

Worldfa export pvt.ltd. Produce many type of product like wordfa steel (bar
accessories, bath accessories. Dinner set, kitchen pooja thali, shack sets, lemon sets
etc). Worldfa textile (rugs, fast selling items, etc). Worldfa puff (puff, multi puff).
WORLDFA STEEL

• BAR ACCESSORIES:- There are those

product which we use in bar, pub or any hotel etc. like

• KITCHEN:- These are those product which we use in kitchen area

and useful to daily life like product:-
• LEMON SET:-
• DINNER SETS:- A set of dishes of the same pattern for use on the
dinner-table: as, a dinner-set of Limoges ware.

• POOJA THALI: - pooja thali basically use to when we need or where

running any festival.
 WORLDFA TEXITILE

• RUGS: - A carpet is a textile floor covering typically consisting of an

upper layer of pile attached to a backing. The pile was traditionally
made from wool, but, since the 20th century, synthetic fibers such as
polypropylene, nylon or polyester are often used, as these fibers are
less expensive than wool.
 • FAST SELLINF ITEMS:- Her eye for a fast-selling line of goods had
made her invaluable and vitally necessary to any retailer who wanted
to stay in profit.

WORLDFA EXPORT PVT. LTD.

COMPANY NAME WORLDFA EXPORT PVT. LTD.
ESTABLISHED OF THE DATE 1986
NO OF THE CUSTOMER 1200- 5000
COMPANY TURN OVER $9999999 – $100 00 000
COMPANY NATURE WORLDWIDE
Worldfa Exports Private Limited is a Private incorporated on 09 October 2003. It
is classified as Non-govt Company and is registered at Registrar of Companies,
Delhi. Its authorized share capital is Rs. 20,000,000 and its paid up capital is Rs.
11,454,000.It is involved in other wholesale [Includes specialized wholesale not
covered in any one of the previous categories and wholesale in a variety of goods
without any particular specialization.]

Worldfa Exports Private Limited's Annual General Meeting (AGM) was last held
on 30 September 2016 and as per records from Ministry of Corporate Affairs
(MCA), its balance sheet was last filed on 31 March 2016.
Directors of Worldfa Exports Private Limited are Kalpana Gupta and Pramod
Kumar Gupta.

Worldfa Exports Private Limited's Corporate Identification Number is (CIN)

U51909DL2003PTC122571 and its registration number is 122571.Its Email address
is account@world-fa.com and its registered address is 5/5, EAST PUNJABI BAGH
NEW DELHI DL 110026 IN , -

WORLDFA EXPORT PVT LTD WHY IS IMPORTANT THE REASONS IS

BELOW THE LINE:-
SALES OF THE WORLDFA EXPORT PVT.LTD.
When we talk about the sales of the worldfa company the worldfa company
increases his sales every year. The worldfa company is Export Company the main
motives of the company is to export the product and sale it.
 RESEARCH METHODOLOGY

Meaning Of Research:
In the broadest sense of the word, the definition of research includes any gathering
of data, information and facts for the advancement of knowledge.

RESEARCH METHOLOGY

DEFINITION: According to Clifford Woody: -“Research comprises of

defining and redefining problems, formulating hypothesis (suggested
solutions), collecting, organizing, and evaluating data making deductions and
reaching conclusions and at last carefully testing the conclusions to determine
whether they fit the formulated hypothesis”.
RESEARCH DESIGN
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. In this we have used Descriptive Research Design.

A.Descriptive Research Design:

Descriptive Research studies are those which are concerned with describing the
characteristics of a particular individual, or for a group. The studies concerns
whether with the specific predictions with narration of facts and characteristics
concerning individual, group or situation are all example of Descriptive Research
Studies. From the point of view of research design, the descriptive as well as
diagnostic studies share common requirements and as such we may group together
these two types of research studies.
Since the aim is to obtain complete and accurate information in the said studies, the
procedure to be used must be carefully planned. The research design must make
enough provision for provision against bias and must maximize reliability, with
due concern for the economical completion of the research study. The design in
such studies must be rigid and not flexible.

B) Exploratory research Design

Exploratory research studies are also termed as formulative research studies. The
main purpose of such studies that of formulating a problem for more precise
investigation or of developing the working hypotheses from an operational point of
view. The major emphasis in such studies is on the discovery of ideas and insights.
As such the research design appropriate for such studies must be flexible enough to
provide opportunity for considering different aspects of a problem under study.
Generally, the following three methods in the context of research design for such
studies are talked about: (a) the survey of concerning literature; (b) the experience
survey and (c) the analysis of insight-stimulating examples.

C) Experimental Research Design: -

In it, casual relationships between the variables are tested. It is also known as
Hypothesis Testing Research Design. The present project is de ontrol over the
variables; he can only report what has happened or what is happening.

TYPES OF RESEARCH DATA:

DATA COLLECTION: Data collection is one of the important tasks of

the research, which is based on PRIMARY and SECONDARY DATA

Primary data: - The primary data are those data, which are collected
afresh and for the first time and thus happen to be original in character. There
are some important methods:
• Observation method
• Interview method
• Through questionnaires
• Through Schedules
 The Customer Relation survey was consisting of a questionnaire with 13
carefully composed questions written in Hindi and English for the ease of
understanding. For the process worker & operators were not included in the
survey. One customer in every department was given the responsibility for
distribution & collection of questionnaire. The quantitative method has been
used for calculating the finding of survey.

Secondary data: Secondary data is the data that have been already collected by
and readily available from other sources. Such data are cheaper and more quickly
obtainable than the primary data and also may be available when primary data can
not be obtained at all.

• Quantitative: Census, housing, social security as well as electoral statistics

and other related databases.

• Qualitative: Semi-structured and structured interviews, focus groups

transcripts, field notes, observation records and other personal, research-
related documents

SAMPLE DESIGN

It is not possible for any researcher to include each and every member of the
universe in his research process. So, he selects small portion of the universe, which
is its true representative. This group is known as Sample and this process is called
Sampling.

Sampling Techniques are of two types:

• Non-Probability Sampling
 • Probability Sampling

• Probability Sampling: It is also known as “Random Sampling” or

“Chance Sampling”. In it, each population element has equal chance of
selection.

It can be of following types:-

• Simple Random Sampling

• Stratified Sampling

• Cluster Sampling

II. Non-Probability Sampling:

In it, sample deliberately by researcher, by using his own judgment. In this, every
item of universe does not have equal chance of inclusion in the sample.
It can be of following types:-
• Convenience Sampling

• Judgement Sampling

• Quota Sampling
Introduction

One of the basic functions of marketing is meeting consumer needs. A marketing

manager must accurately identify and fully understand these needs in order to
create a product that fulfils a specific need or to position a product in terms of a
specific segment of the population. This is, however, easier said than done. The
manager who wants to position a product properly must have a good description of
the consumers targeted by the company and must also know why these consumers
will or will not be loyal to a pharmacist.

First, behaviour in marketing cannot be expressed in the singular as if the only act
were that of purchasing. There are many important questions left unanswered if we
do not ask who goes to a pharmacy rather than a superstore

Second, even though the behaviour adopted at the time of making a decision is
extremely important, the manager who does not go beyond this point forgets the
equally important and varied behaviours surrounding the decision. This type of
analysis can explain why a consumer chooses to seek advice from a pharmacist
rather than from other professionals. This is an example of what is called "intertype
competition

We also prefer the term "consumers", in the plural, since markets are composed of
consumers who do not have homogeneous needs. Speaking in the singular implies
that somewhere there exists a single average consumer representative of the entire
market. In other words, speaking of one consumer amounts to talking about
everyone and no one in one breath.
The analysis of consumer behaviour given here is based on the assumption that
consumers always base their decisions on a certain amount of information. This
information may be divided into two categories: internal (previous experience) and
external (type of product, word of mouth, etc.) According to this assumption, a
company could not effectively market a product without a good understanding of
the type of information consumers use to make purchasing decisions and the way
in which the information is perceived and used in other words, the decisionmaking
processes.

The processes involved in making a decision are greatly influenced by three major
types of variables: those related directly to consumers themselves; those related to
the purchasing context or situation; and those concerning the products or services
being considered. These three variables form the "basic triad." A large part of this
chapter deals with the decisionmaking processes adopted by consumers and the
many ways in which the information they are apt to use is actually processed.

which determines the consumer's motivation in purchasing a product. We then look

more closely at the notion of motivation and the individual variables in the main
decisionmaking processes. The variables related to the purchasing situation will
follow, and, lastly, we will see how a consumer processes information before
making a choice that then translates to a purchasing behaviour.
IndividualProductSituation: The Basic Triad
One of the basic principles of consumer behaviour is the individual-product-
situation triad. This principle stipulates that the dynamics of a market, or even a
market segment, can be understood only if the consumer, the product purchased,
and the purchasing situation are all taken into consideration. Only then can the
tremendous wealth and complexity of consumer behaviours be appreciated. If two
consumers, for example, are loyal to their pharmacist, it would obviously be
tempting to think that they are similar and that their future behaviours will also be
similar. Yet, what if the first consumer is loyal because she firmly believes that she
is better off by entrusting only one professional with all her medical information
and the other one only because it is more convenient? In the first case, the
consumer's decisionmaking process is closely related to the quality of the
relationship. If many consumers are sensitive to this factor, the pharmacist will
focus on a relationship marketing. If, however, as in the second case, the
decisionmaking process is related only to convenience and location, then the
marketing strategy would have less to do with the quality of services but rather
with store location, opening hours and delivery policies.

These two cases reveal how the consumerproduct relationship can be different. As
a result, any strategy drawing on consumer loyalty would necessarily be different
for each case.

In short, to understand how and why consumers behave as they do, their
decisionmaking processes and the various criteria they use must be studied. Indeed,
these processes would be difficult to explain without looking at the individual
product and purchasing situation. These two elements will be studied more closely
below. Figure 1 outlines the main elements used in analyzing consumer behaviours
and may clarify the many ideas presented in the next few pages.

Motivation
It should be remembered when studying consumer behaviours that consumers will
not consider buying a product unless they are strongly motivated to do so.
Although this may seem like plain common sense, when forgotten it causes grief
and frustration among retailers and professionals alike. Motivation lies at the very
heart of consumer behaviours.
Lewin probably describes motivation best. He considers it an imbalance between
the consumer's current and desired states. The wider the gap between the two
states, the stronger the consumer's motivation will be. This imbalance may stem
from the consumer (e.g., a patient needs to fill a prescription) or arise in a
particular situation (e.g., a patient needs advice about a specific posology). It may
also be the result of promotion. More often than not, the consumer will not be
influenced by any stimulus, regardless of the pressures applied. Consumer
motivation to buy a product is largely related to previous experience and level of
product involvement. These two variables have a tremendous influence on the
nature of the decisionmaking process consumers use.

Whether the product is a consumer good, or a service, the complexity of the

decisionmaking process varies according to the individual-product-situation triad.
It should be emphasized that in most cases there is a close link between how
complex the decisionmaking process is and how extensively the information is
processed. In other words, the more complex the decisionmaking process, the more
diversified the consumer's information. For marketing managers, this statement is
crucial, since it suggests that their marketing mix is analyzed more closely when
the consumer is involved and the decision-making process is complex. In some
situations, however, the marketing manager is better off if the consumer does not
want too much information. This would be the case for a pharmacy that has a
clientele with well-entrenched habits. On the other hand, a pharmacy might want
consumers to have as much information as possible in order to understand why the
service offered is superior to the competition's. In this case, customer involvement,
if present, becomes a real advantage.
Individual Variables
This section focusses on an analysis of five individual variables: consumer
involvement in the product offered, consumer experience, consumer
sociodemographic profile, consumer personality, and product benefits sought by
consumers.

Involvement
Of all the consumer variables, consumer involvement is by far the most important.
Even though researchers in this area have defined involvement in different ways
over the years according to research trends popular at the time, the consensus is
that the term may be understood as the feeling of importance or personal interest
associated with the product in a given situation. Rothschild suggests the following
definition: "Involvement is a state of motivation, arousal or interest. This state
exists in a process. It is driven by current external variables (the situation; the
product; the communications) and past internal variables (enduring; ego; central
values) Its consequents are types of searching, processing and decision making."

Involvement may therefore be considered a reflection of the importance of a

specific product for an individual in a given situation. Involvement may be
structural or conjunctural that is, linked to the situation. One consumer may, for
example, perceive any type of OTC products with a constantly high level of
involvement, whereas another may feel that level of involvement only in a
situation for example, when choosing a product for a sick child.

Whether involvement is related to an individual's interest in one product or an

entire category of products, involvement is largely a function of the risk that
consumers associate with the purchase or use of a product or service. The riskier
the purchase or use of the product , the greater the consumer's involvement. There
are several types of consumer risks. They are not mutually exclusive, although they
may well exist independently. The main risks influencing the purchase of a product
are functional, economic, psychological, and social.

Functional Risk
In terms of medical, pharmaceutical or any health related products, functional risk
has the most impact on consumer behaviour. This type of risk may be defined as
the possibility that the product does not meet the consumer's expectations. This risk
is common in the service and health sectors, which usually do not allow consumers
to test the product before buying. A consumer can, however, reduce functional risk
dramatically by seeking as much information as possible on the service or drug to
be bought. Pharmacist's opinion, advertising (which often reports clinical studies),
or friends' opinions may also reduce functional risk. Another way to reduce
functional risk is to go for "safe bets" or "sure things". This is where the
confidence link between the pharmacist and the patient becomes crucial. The
advice thus exchanged, even when the drug is prescribed, is a way to reduce a high
functional risk. These examples reveal how a functional risk can influence the
consumer's decisionmaking process. The consumer can reduce the risk either by
seeking a lot of information or by turning to a known entity that requires less
information. In short, the higher the perceived risk, the greater the degree of
involvement, and, as a result, the more likely it is that the consumer will choose a
decisionmaking process that lowers the risk.

Economic Risk
This risk is the easiest to understand: the more expensive the product or the
service, the more complicated the decisionmaking process. This relationship may
be greatly attenuated by the consumer's income level. Together with functional
risk, economic risk explains, at least partially, why some consumers prefer to
subcontract their decision-making processes, even for OTC products, to
professionals.

Psychological Risk
Psychological risk is frequently experienced in the consumption of medical
products or prescription drugs. It may be defined as the risk related to the purchase
or consumption of a product that does not correspond to the consumer's desired
selfimage. Perhaps a consumer is afraid to confront latent inner feelings and elects
to not follow a prescription. Another consumer who feels physically inadequate
may prefer not to purchase an orthopedic aid. Like other forms of risk,
psychological risk increases the complexity of the consumer's decisionmaking
processes. Like for other forms of risk, a professional advice is needed but not
always sought.

Social Risk
Psychological risk is related to the individual consumer's selfimage, whereas social
risk is related to the image others have of the individual. Naturally, this risk is not
present for all consumers. In fact, social risk is present only in cases in which the
form of consumption is visible or the consumers are sensitive to their environment.

Experience
Experience, like involvement, has an important impact on the complexity of the
consumer's decisionmaking processes. The broader the experience, the shorter the
decisionmaking process. Of course, this equation is automatic only if the previous
experience was satisfactory. A negative experience will reactivate a complex
decisionmaking process, albeit negatively.

Experience affects the complexity of the decisionmaking processes that consumers

use because consumers categorize their previous experiences into subsets of
possibilities that are known, unknown, retained, or rejected. Figure 2 shows this
classification process according to the model presented by Brisoux-Laroche.

Figure 2: The Model of Ordering Possibilities

This model is particularly interesting in that it illustrates how consumers form their
consumption habits. In short, when a decision-making process generates some
degree of complexity, positive past experiences will serve as a simplifier. This is
where loyalty to a pharmacy or a pharmacist becomes a precious advantage.

Thus when a product requires a high degree of involvement and the consumer's
experience is both substantial and satisfactory, the consumer develops a strong
predisposition that acts upon his or her perceptions.

Sociodemographic Variables
Among the variables influencing the decisionmaking process, sociodemographic
variables are probably the best known.

Sociodemographic variables have an impact on consumer behaviours because they

determine the intensity of existing risks for example, the influence of income on
perceived economic risk. Similarly, the degree of experience may be linked to age.
In other words, although sociodemographic variables do reveal consumer
preferences for specific products, it is often necessary to go beyond these variables
for a full explanation.

Personality
Personality is the most intriguing yet least conclusive variable of all in terms of
consumer behaviours. Marketing experts would like to believe that a single
consumer, given his or her personality, will prefer certain type of store. However,
these hypotheses are rarely backed by empirical research.
Even though personality traits do not provide an exhaustive explanation of
consumer behaviours, they can be of some interest. Snyder suggests that some
consumers tend to imitate peer behaviour more than others, who tend to behave
according to their own predispositions. This trait, called "selfmonitoring" has a
significant effect on the perceived social risk and, as a result, influences the type of
decisionmaking processes the consumer will use.

Benefits Sought
A consumer may wish to purchase or consume a given product for various reasons.
For many products, the nature of the decisionmaking process is largely a function
of the benefits sought. The consumer hesitating between four cold remedies could
simply compare the various possibilities by looking at the different attributes of
each one as well as the proposed benefits. This example will be seen again in detail
in the next section on decisionmaking processes. The benefits gained through the
use of a product may vary from one consumer to the next. In this sense, they are
closely linked to the functional risk.

The concept of benefits sought enables managers to understand the structure of the
decisionmaking process consumers use and thus how to select the elements of their
marketing mix. Nevertheless, an analysis of consumer benefits is valid only if
consumers do actually consider such benefits. This last statement may seem
selfevident, but decisionmaking processes do not necessarily derive from the
consideration of their benefits. Moreover, consumers may not even be able to
express the benefits they want. This is especially true in the area of health related
services.

As a general rule, consumers consider the benefits offered by a product or a service

when their level of involvement is high. For these benefits to be considered,
consumers must have both the time and the ability to process information related to
the decision. The customer must decide in a cognitive and structured manner. This
last point is particularly important in marketing pharmaceutical and OTC products,
which are very often unlike other products in that they target the sensorial and
emotional side of the consumer, rather than simply the cognitive side.
The Main Decisionmaking Processes
The different elements examined so far provide the framework for an intelligent
discussion of the types of decisionmaking processes that might explain a
consumer's decision to purchase or consume a health related product. It cannot be
emphasized enough that one must understand the processes used by consumers in
evaluating the many products a pharmacy may offer. The better we grasp these
processes, the better our marketing strategies. Figure 3 details the main
decisionmaking processes used and some of the variables that characterize them.

In order to put all the pieces of the processes together, each one is described
individually below.

Attitude
A decisionmaking process based on attitude requires both tremendous experience
and involvement in the particular type of purchase. This process suggests that a
consumer once had to make a decision regarding the purchase of an OTC or the
service of a pharmacist. The result of this process beeing satisfactory, it has created
a long-lasting positive attitude which in turn has led to loyalty. Attitude represents
a particularly effective mechanism, allowing the consumer to reach a decision
simply, quickly, and effectively using positive past experiences and the ensuing
personal judgment.

Figure 3: The Main Decision-making Processes

The consumer's positive attitude is a precious asset to the pharmacist involved.

Since it is difficult to change an attitude based on previous experience, this
mechanism can be a doubleedged sword that favours one pharmacist while
blocking other ones to be even considered. The longlasting influence of attitude as
a mechanism can be explained by the bias it creates in the individual's perceptions.
There are attitudes toward products perceived as a whole and attitudes toward the
components of a product. This nuance is vital to a full understanding of an attitude
and how it was formed. Most attitudes are based on previous experiences, which
may originate in a subordinate process, a cognitive process, or an affective process.
In fact, these processes are rarely of one single type; usually, they represent a
combination of types. Often, an attitude is related to a learned mechanism of
unknown origin. For example, why does a shopper not like yellow? One of these
mechanisms is classic conditioning, through which a neutral stimulus becomes
associated with an emotionally charged one. This concept is readily employed in
advertising, especially when a celebrity is used to sell a product. The emotional
charge associated with the star is transferred to the product or neutral stimulus. In
cultural products, this type of association is at the core of many attitudes. Products
associated with special events (the Christmas season, traditional celebrations, an
outing with a loved one) are an excellent example of this use of attitude to earn
prestige or fame.

Cognitive Processes
In the case of products that require a high degree of involvement, the
inexperienced consumer tends to use cognitive decisionmaking processes. Both
more lengthy and more complex, these processes require some judging of the
various attributes of the product offered. The example in section 3.5 of a consumer
choosing between four cold remedies exemplifies the cognitive process at work. In
making her choice, the wouldbe consumer considered the various benefits she
judged important for this particular product. By weighing each attribute in terms of
importance and by judging each choice according to these attributes, the patient
could objectively and rationally make an optimal choice. This approach, largely
based on Fishbein, is known in marketing as the "linear compensatory model of
decisionmaking". As table 1 shows, this approach requires a technique that is both
accurate and exhaustive.

If the consumer used this decisionmaking process, her decision would be

formulated as follows:

Aijk = BijkIik
i=I

where i = Attribute of remedy characteristic

j = Remedy
k = Consumer
m = Number of attributes

such that A = Consumer k's attitude score for brand j

B = Consumer k's belief as to the extent to which a satisfactory level of
attribute i is offered by brand j
I = The importance or weight given attribute i by consumer k

Table 1: Example of a Linear Compensatory Decision-making Model

Past Professional's
Price Reputation
Relief Advice
Relative Importance of Those
2 4 5 3
Criteria

Cold remedy 1 3 1 2 5

Cold remedy 2 3 2 5 3
Cold remedy 3 3 5 1 4

Cold remedy 4 3 3 3 3
1 = little importance - very bad
5 = very important - very good

Using this model, the final choice would be the one that maximized the value of
Aijk. In this case, the results obtained using the model are the following:

Option 1 = 6 + 4 + 10 + 15 = 35
Option 2 = 6 + 8 + 25 + 9 = 48
Option 3 = 6 + 20 + 5 + 12 = 43
Option 4 = 6 + 12 + 15 + 9 = 42

Based on these results, this consumer should choose the second option. Her choice
can be explained in large part by the product's ability to offer a fast relief, a benefit
particularly sought after on this occasion.

The conjunctive model, like the linear compensatory model, is a simple one
designed to describe the structure of decisionmaking processes used by consumers.
In this model, the consumer sets a minimally acceptable threshold for each
criterion considered. If one of the options remains under par, it is automatically
rejected. If, for example, in the choice of a pharmacy, a consumer does not want to
travel more than 2 km, distance will be a non-compensatory criterion. Regardless
of the qualities of other pharmacies, if they are not nearby, they will not be
considered.
Any pharmacist would certainly benefit from knowing whether the target
consumer used the conjunctive rather than the linear compensatory model. In short,
one must know which benefits are sought and by whom. With this information, one
will be in a position to decide which strategy to use in order to position one's
services.

Identifying and understanding these processes are key steps for any manager
targeting a specific clientele. By knowing the benefits or attributes desired or
considered important by the consumer, a marketing manager can adjust the current
marketing mix accordingly.

Naturally, understanding sophisticated cognitive processes is useful only if

consumers actually use the same processes. Interestingly, this is not always the
case in prescription drugs or OTC. Given the unique and complex nature of
products and services sold in pharmacies, the trouble many consumers have in their
evaluation and the very emotional component characteristic of the decisionmaking
process, pharmacists should consider additional decisionmaking process
mechanisms in order to understand consumer behaviours. These additional
mechanisms are called subordinate processes and affective processes.

Subordinate Processes
A consumer with a high level of involvement in a health related product yet very
little experience may use a cognitive decisionmaking process. But if the consumer
either lacks or feels lacking in time or ability to absorb product information, this
consumer will usually opt for a subordinate process. Decisions will then be based
on imitation, recommendation, or compliance. In all of the above cases, the
decisionmaking process (or a part of it) is subordinated to a third party. If this
mechanism is to work, the third party must be credible from the consumer's point
of view. Often, the source of compliance or imitation is a friend or relative; hence,
the determining influence of the reference group.

In other cases, the source of influence is an individual considered an "expert" in the

field. Physicians are of course playing a key role but pharmacists can also be
crucial especially as patients have less access to physician's advice.

Affective Processes
The decisionmaking processes presented thus far are based upon consumers as
cognitive beings who analyze the various characteristics of a product to optimize
their consumption of that product. This concept, based on a utilitarian view of the
decisionmaking processes used by consumers, dominates marketing theory, but
there are other approaches as well. Holbrook and Hirschman have suggested that
some products are not bought on the basis of objectively viewed features or
specific functions; rather, their purchase forms a total experience This is the
experiential view. That experience is an attempt at hedonistic gratification. As a
decisionmaking process, the total experience relies heavily on emotional elements
(love, hate, joy, boredom, fatigue, etc.) rather than on the cognitive elements of
product features and benefits. Most decisionmaking processes are neither entirely
cognitive nor entirely affective. Instead, they are a blend of both processes. In any
event, a marketer should be well aware of this affective dimension.

Habit
Habit is another decisionmaking mechanism used by consumers. A little like
attitude, habit allows a consumer to decide on a product quickly. Unlike attitude,
habit is characterized by a low level of involvement. The following example
highlights this distinction. Mrs. Smith has a strong positive attitude toward Minute
Maid® frozen orange juice; she buys it automatically every week. Mrs. Jones does
the same, although with a lesser degree of involvement. One day, the grocery store
where both women shop stops carrying Minute Maid® orange juice. Given Mrs.
Smith's high level of involvement, she might decide to shop elsewhere, not to buy
orange juice, or to pick another brand after analyzing the features of similar
products. On the other hand, Mrs. Jones is likely to substitute another brand of
orange juice much more mechanically.

In short, habit provides consumers with an easy, routine way of selecting a product
or category of products whose purchase or consumption represents very little risk.

Impulse Purchasing
The decisionmaking process used by the consumer purchasing on impulse is
characterized by a low degree of involvement and experience. These purchases are
generally unplanned and of little consequence. Sometimes, product placement, or
the colours on the packaging are enough to prompt the consumer to buy. Often the
front-end of drugstores dwells on this process. For consumers, buying a
convenience good (soft drink, tissues, etc.) requires little involvement; hence, their
decisionmaking process may entail simply taking the most familiar or the best
located brand.

Situational Variables
As seen in figure 1, the decisionmaking processes, along with the related
information processing strategies, are influenced by certain situational variables.
The main situational variables are the period (month, day, season) when the
purchase is made, the time available to the consumer to shop for the purchase, the
presence or absence or reference groups, the economic climate, and the place
where the decision is made.
Period
The period during which a purchase is made influences the decisionmaking
process. A snowfall in early December, for instance, encourages consumers to do
Christmas shopping. Tchaikovsky's The Nutcracker may be a holiday season
favourite, but would it be sold out or held over in July?

Time Available
The amount of time a consumer has to make a decision also influences the
decisionmaking process adopted. If there is little time, the consumer will rely more
on subordinate processes and processes based on past experience.

Reference Groups
The presence or absence of reference groups also influences the decisionmaking
process. If a consumer is aware of signals in his or her environment and must make
a decision, the presence of a reference group or person of influence will increase
the tendency to use a subordinate process.

Economic Climate
The economic climate also plays an important role. If the consumer is living
through a recession or is keenly aware of the economic situation, he or she will
rend to use a cognitive decisionmaking process in which price becomes more
significant.

Place
The physical environment is another element influencing the consumer's choice of
a decisionmaking process. This last factor is especially important, since the
presence or absence of affective or cognitive stimuli would determine the process
used.
Information Processing
As mentioned at the beginning of this chapter, every decisionmaking process is
based on a minimum amount of information. Consequently, a key function of
marketing is to provide consumers with information that may be adapted to either
the type or the structure of the decisionmaking process selected. Naturally, the
more experience related to the purchase of this product or category of products a
consumer has, the less interested that consumer will be in seeking information
from outside sources and in responding to a marketing appeal. This is exactly what
a new pharmacy faces when it targets the consumers of an already established
competitor.

Table 2 describes the links connecting the various decisionmaking processes

discussed above and the different ways of processing information.

Table 2: The Main Forms of Information Processing and Strategies

Extent of
Decision making Nature of the Type of Outside
Information
Process Information Information Sought
Processing
Attitude Limited Mostly internal, Product qualifies and
based on features that reinforce
experience consumer's attitude
(perceptual bias)
Cognitive process Vast Mostly external Qualities that maximize
the practicality of the
service or product
desired
Subordinate Limited Mostly external Reference or opinion
process from source consumer
considers credible
Affective Limited External Impressions and
Process emotions to produce a
sensorial reaction (fear,
joy, pleasure, etc.)
Habit Restricted Internal, based Passive searching for
mainly on information; consumer
experience does not look for it
Impulse purchase Limited External Information not actively
sought
 APPROACHES
Individual Bargaining: Individual bargaining is the process by which an
employer and an customer negotiate an individual contract of employment,
regulating the terms and conditions of employment.

Individual Bargaining: Advantages

The main advantage of individual bargaining is it is a single voice and thus there is
no conflict in matters
Another advantage of individual bargaining is that it expresses the views and
opinions of one person and thus there is no compromising

Individual Bargaining: Disadvantages

• The main disadvantage of individual bargaining is that the manager will not
take a lot of notice of just one person’s views or opinions and therefore
nothing will happen

• Thus there is not a lot of chance that individual bargaining will have an
influence on company decisions and policies.

Collective bargaining

• It is one way of minimising conflict in the workplace.

• It involves determining conditions of work and terms of employment

through negotiations between employers and customer representatives, such
as trade unions

• These bodies represent the views of all their members and try to negotiate in
their interests

Collective Bargaining: Advantages

• The main advantage of collective bargaining is that the manager will not
take a great deal of time in deciding on what action to take on an individual
level.
 The customers have greater influence in the final decision the manager will
take.

• There is also a chance of the customers getting what they demand.

Collective Bargaining: Disadvantages

• The main disadvantage of collective bargaining is that it is seen as depriving

the individual worker of their individual liberty and voice.

Full Time work Versus Part time work

Full-Time Customers

Full-time customers are generally considered to be those scheduled to work 40

hours per week. However, employers have discretion in setting such hours.

Full time - Advantages

• Full-time customers are the most likely to develop company loyalty, and to
feel a sense of ownership in the business.

• This results in a committed, hardworking workforce, willing to go through

any tough times the business may encounter.

• Full-timers also tend to hold only one job, giving you more control over
their time and efforts. For many employers, full-time customers provide a
sense of security that someone could manage things in their absence

Full time - Disadvantages

• For some employers, the advantages of full-time customers are outweighed

by the burdens involved in hiring and maintaining such a staff. If you choose
to hire full-time customers, you will face the burden of payroll taxes.

• In addition, in order to attract and maintain strong customers, you may be

required to offer such benefits as health insurance and paid vacation.
Part time work

The Internal Revenue Code defines part-time customers as those who work 1,000
hours or less in any 12-month period.

Part time - Advantages

• Part-time customers can be an excellent staffing option for small or young

businesses, due to the potential for flexibility and the relatively low cost.

• Such workers necessarily work fewer hours, so will cost less in wages.

• Also employers may vary the number of hours a part time customer works
based on the amount of work available.

• In addition, part-time customers typically do not qualify for company-

sponsored benefits.

Part time - Disadvantages

• Part-time customers often hold more than one job, meaning possible
competition for time and loyalty.

• Also part time customers often leave if offered full-time employment by one
of their other part-time employers, possibly creating a turnover problem.

Advantages Of Maintaining good Customer Relation

Following are the advantages of maintaining good relations with the customers.

• Reduced Absenteeism
One reason, outside of illness, that customers are absent is stress, and the number
one reason customers are stressed has to do with their relationship with their
manager/supervisor. Management styles that are too authoritarian tend to promote
high levels of absenteeism among customers also increase turnover, job burnout,
and customer health problems .Customers may also reduce turnover and absences
when they begin to feel that working conditions are satisfactory and that they are
becoming more successful in their jobs.

• Improved Morale And Motivation

The secret of creating a motivating customer review lies in the relationship

between accuracy and money. The right combination provides with a highly
motivated customer. Maintaining good Customer Relations creates an environment
of trust and increases morale. This improves the motivation of the customer. A
motivated customer is contagious and is beneficial for the growth of the company.

• Harmony in The Organization

• Increase in the level of job satisfaction has a direct relation with the smooth
workflow. There will be lesser arguments and more discussions. Customers
will be ready to share information and help each other out.

A good relation with the customer also inculcates discipline. Thus harmony is
maintained.

• Attract Good Talent

Attracting the most qualified customers and matching them to the jobs for which
they are best suited is important for the success of any organization. A good
company with good Customer Relations will be talked about. There is a brand
image created in the mind of the customers which attracts them to the company
like a drop of honey.
 • Lesser attrition - reduced cost on training, less cost of retention

A reduced attrition rate will reduce the cost of training and induction. No new
customers will need to start afresh. The company can save on getting to know new
customers.

• Responsible For Increase In Productivity

As the saying goes, a happy worker is a productive worker. Thus a satisfied worker
will take lesser breaks, spend lesser time in the canteen gossiping and more time
working for the company. There will be Greater commitment which means quality
output.

There will be loyalty and less wastage of company resources. The customer will
seek for opportunities for intensifying the business and look out for new chances of
expanding the company. They identify themselves with the work and this leads to
an improved performance. Finally, the act of participation in itself establishes
better communication, as people mutually discuss work problems.

• Open To Organizational Changes

The workers’ self-esteem, job satisfaction, and cooperative with the management is
improved. The results often are reduced conflict and stress, more commitment to
goals, and better acceptance of a change.

• Shared Learning And Continues Improvement

A satisfied customer will look for ways of continuous improvement. They will
participate in programs such as kaizen and try for the better of the company.
Customers in a good customer relation management will share their new learning’s
and wisdom with his colleagues.

Requirements for Good Customer Relations

Constructive attitude:

• Management and union should accept one another by management accepting

workers as equal partners – associates and recognizing their union as
custodian of workers’ interests.

• Union accepting and appreciating the business system, the rights, authority
and responsibility of management by respecting managers.

Clear cut policies and procedure

• All policies, procedures and rules pertaining to customer relations must be

clear to all .

• HR managers must ensure that line managers understand and agree with
policies to avoid conflict.
Good and prompt communication system

• Prompt communication removes suspicion rumours and doubts. HR

managers must convince union leaders of company’s integrity and sincerity.

Top management support

• Customer relations is a staff function and derives its authority from line
authority,
HR manager in charge must report to top lime authority e.g. CEO or
chairman.

Training in industrial relations

• An customer relation is largely a human relations problem, hence

supervisors, foremen etc should be trained in relevant areas e.g. leadership
and communication practices.

Development of the right union leadership

• Management should create conditions which would stimulate growth of

Competent union leaders.
 A) SWOT ANALYSIS

Strengths:

• Existence of previous human resources planning offers several innovative

solutions
• Tools to improve human resources are available (e.g. interviews &training
manual).
• Experienced work place dedicated to mission customer feel” part of the
team.”

Weakness:
• Failure to communicate formally and informally both cross-functionally
Within departments
• Lack of accountability of managers and customers to achieve clear and
measureable levels.

Opportunities:
• “Personnel “is allowing for more creative and flexible options(e.g. for
compensation and training.
• Advanced technologies are available to foster more effective human
 Resources activities
• Availability of information about practices in human resources

Threats:
• Full time customers (FTE) and budget constraints imposed by legislature.
• Government is moving toward privatization increasing the competition for
services
• Other organizations may attract customers and businesses away from us
 B) Questionnaire analysis

1)What type of relations do you have with yours colleagues ?

Options No.of people % of replies

Friendly 6 10%
Competitive 30 50%
Social 24 40%

INTERPRETATION :

From the above data I found that 10% of customers have friendly relation with
their colleagues and 50% have competitive remaining customers have social
relations

2)How often does your superior guide you in your job ?

Options No.of people %age of replies

Often 42 70%

Never 18 30%
INTERPRITATION :

70% Of customers say that often the superior guide in a job and 30% of customers
say that never the superior guide in a job .

3) Your supervisors understand your work pressures and problem?

Options No. of people %age of replies

Agree 48 80%

Disagree 12 20%

INTERPRITATION :

From the above data I found that 80%customers agree with supervisor understand
work pressures and problems .20% of customers disagree that supervisor
understand work pressure and problems

4) Do you feel unbalanced relations affects the efficiency level of customers ?

Options No.of people % age of replies

 Yes 36 60%

No 24 40%

INTERPRITATION:

60% of customers say yes they feel unbalanced relations affects the efficiency
level of customers .40% of customers say no.

5)What kind of relationship do you have with your boss ?

Options No.of people % age of replies

Formal 54 90%

Friendly 6 10%

INTERPRITATION :

90% of customers have formal relationship with their boss and remaining 10%
have friendly relationship with their boss .
6)Which of the following adversely affect your relationship among groups ?

Options No. of people % age of replies

Stress 36 60%

Illiteracy 6 10%

Lack of knowledge 18 30%

INTERPRITATION :

Above data say that 60% customers due to stress adversely affect their relationship
among groups .10% due to illiteracy and 30% customers due to lack of knowledge
adversely affect their relationship among groups .

7)Does group cohesiveness prevail in your organization ?

Options No.of people % age of replies

Yes 54 50%

No 6 10%
INTERPRITATION :

From the above data I found that90%emloyees say yes about cohesiveness prevail
in their organization .10% say no .

8)While working in a group have you find good experience ?

Options No.of people % age of replies

Yes 48 80%

No 12 20%

INTERPRITATION :

80% customers say yes that working in a group have find good experience and
20% customers say that have no find good experience .

9)Do you get full co-operation and unbiased attention from your superior in your
work place ?
 Options no.of people %of replies

Yes 45 75%

No 15 25%

INTERPRITATION :

75% Customers say yes we feel co-operation and unbiased attention from the
superior in a work place and 25% say they feel not co-operation and unbiased
attention .

10) Is it easy to interaction with a unknown person ?

Options No. Of people %age of replies

Yes 30 50%

No 30 50%

INTERPRITATION :
Above data say that 50% customers have easy to interact with a unknown person
and remaining 50% have not easily interact with a unknown person .
 FINDINGS OF THE STUDY

The outcome of the survey was as under:

• Overall customers are satisfied with the company in almost every aspect.
• There are possibilities that the opinion poll was influenced by some
customers or HODs. This finding looks eminent because during face to face
discussion the opinion of the customers on a particular/same kind of
topic/question was different than the response of the questionnaire.
• There is a good relational ship between all the subordinate and superiors.
• Majority of the customers are satisfied with their customers.
• Improvement in working environment are essential for generate motivation.
 Limitation of the study

• Lack of time
• Possibility of error in data collection due to wrong & biased responses from
respondents.
• Unwillingness to respond to the survey conducted by some customers.
• Possible data entry error influencing the results by variation of result by 2 to
3%.
• Possibility of error by customers in understanding the real question.
 CONCLUSION

After working on this project its my immense pleasure to say its been most
beneficial to me as it gave a lot of knowledge about the HR Department, work
includes how an HR Department works and how to interact with people.

I found that in customer relation there is an open communication.

I also found that the company is of the view that customer relation is not only
helpful in making peace but also in the career planning.

The company is also of the view that customer relation plays an important role in
the positive relation between the superior and the subordinate.
 RECOMMENDATIONS

There is a need of transparent working environment/system in the organization

which can motivate the customers to a certain degree so that they come out with
their problems and project it to the management by strictly following the system
hierarchy. Another Customers Opinion poll should be conducted once the suitable
working environment/system is installed in the organization.
 ANNEXURE

Q 1. What type of relations do you have with your colleagues?

A) Friendly b) competitive c)Social

Q 2 How often does your superior guide you in your job?

A) Often b) Never

Q 3 Your supervisors understand your work pressures and problems?

A) Agree b) Disagree

Q 4 Do you feel unbalanced relations efficiency level of customers ?

A) Yes b) No
Q 5 What kind of relationship do you have with your boss?
A) Formal b) Friendly

Q 6 Which of the following adversely affect your relationship among groups?

A) Stress b)Illiteracy c)Lack of knowledge

Q 7 Does group cohesiveness prevail in your organization?

A) Yes b) No

Q 8 While working in a group you find good experience?.

A) Yes b) No
Q 9 Do you get full co-operation and unbiased attention from your superior in your
work place?
A) Yes b) No

Q 10 Is it easy to interaction with a unknown persons ?

A) Yes b)No
 BIBLOGRAPHY

BOOKS AND JOURNALS

• Marketing-An experimental approach
By- Bernardin John
(Department of management, International Business and Entrepreneur ship
Florida Atlanic University)

• Personnel Management-Management of Human Resources

By-Mamoria C.B .
• HR manual –Team work hr solution pvt. Ltd.
• MARKETING, Rao VSp , Jain Anurag Publications.
• PERSONNEL Management by Prasad LM .
• Kothari C.R, Research Design.

WEBSITES
• www.Google.com
• www.wikipedia.com
• www.worldfa.com
• www.inox world.com