CHAPTER-1

INTRODUCTION TO THE
TOPIC

1
1.1 CUSTOMER:
Customers are the most important people for any organization. They are the resource on
which not only the success, but the entire existence of any business depends.

A customer, also client, buyer or purchaser is usually used to refer to a current or

potential buyer or user of the products of an individual or organization, mostly called the
supplier or seller. However the term customer also includes by extension anyone who uses
or experiences the services of another.

The word derives from "custom," meaning "habit"; a customer was someone who
frequented a particular shop, who made it a habit to purchase goods of the sort the shop
sold there rather than elsewhere, and with whom the shopkeeper had to maintain a
relationship to keep his or her "custom," meaning expected purchases in the future.

The clichés "customer is king" or "customer is god" or "the customer is always right" are
most frequently used in the marketing world and also indicate the importance of
customers to businesses.

The importance of the customers for any business can be understood by looking at the
huge expenditures that are being incurred by various companies for satisfying and
retaining their customers.
Before discussing further about customer and customer satisfaction we should first try
and understand the meaning of the word “Customer”.

2
1.1.1 DEFINITION OF CUSTOMER:

DEFINITION 1:
According to Shri. Mohandas Karamchand Gandhi, the father of nation,
“A customer is not an outsider to our business. He is a definite part of it. A customer is
not an interruption of our work. He is the purpose of it. A customer is doing us a favour
by letting us serve him. We are not doing him any favour. A customer is not a cold
statistic; he is a flesh and blood human being with feelings and emotions like our own. A
customer is not someone to argue or match wits with. He deserves courteous and
attentive treatment. A customer is not dependent on us. We are dependent on him. A
customer brings us his wants. It is our job to handle them properly and profitably – both
to him and us. A customer makes it possible to pay our salary, whether we are a driver,
plant or an office employee”.

As these above definitions suggest, a customer is not necessarily someone who is

currently purchasing from the marketer.  In fact, customers may fall into one of three
customer groups:

 Existing Customers – Consists of customers who have purchased or

otherwise used an organization’s goods or services, typically within a designated
period of time.  Existing Customers are by far the most important of the three
customer groups since they have a current relationship with a company and,
consequently, they give a company a reason to remain in contact with them.  Getting
these Existing Customers to purchase more is significantly less expensive and time
consuming than finding new customers mainly because they know and hopefully
trust the marketer and, if managed correctly, are easy to reach with promotional
appeals.

3
 Former Customers – This group consists of those who have formerly had
relations with the marketing organization typically through a previous purchase. 
However, the marketer no longer feels the customer is an Existing Customer either
because they have not purchased from the marketer within a certain timeframe or
through other indications.  The value of this group to a marketer will depend on
whether the customer’s previous relationship was considered satisfactory to the
customer or the marketer.

 Potential Customers – The third category of customers includes those who

have yet to purchase but possess what the marketer believes are the requirements to
eventually become Existing Customers.  These requirements to become a customer
include such issues as having a need for a product, possessing the financial means to
buy, and having the authority to make a buying decision.  Locating Potential
Customers is an ongoing process for two reasons.  First, Existing Customers may
become Former Customers and, thus, must be replaced by new customers.  Second,
while we noted above that Existing Customers are the best source for future sales, it
is new customers that are needed in order for a business to significantly expand. 

Once we have understood who a customer is, it is necessary to understand what

customer satisfaction is and why it is important.

1.2 Customer Profiling:

Customer profile may be defined as customer description that includes demographic,
geographic and psychographic characteristics, buying pattern, creditworthiness,
purchase history etc. This description may include information pertaining to the
income level, Occupation, level of education, age, gender, hobbies, and/or area of
residence. For example, magazine advertising salespeople provide advertisers with
customer profiles describing the type of person who will be exposed to the
advertisements in that magazine. The description may include income, occupation,

4
level of income, occupation, level of education, age, gender, hobbies, area of
residence etc.
These customer profiles which are built by the companies help them to understand
their customers better. Using this customer profile the companies are able to identify
and segment their potential customers.
1.3 CUSTOMER SATISFACTION:
The word "satisfaction" comes from the Latin words ‘satis’ (enough) and ‘facere’ (to
do or make). These words suggest the true meaning of satisfaction, which is
fulfillment. Managerially, fulfillment usually translates to solving problem &
satisfying the customer is not enough. To produce high level of customer loyalty,
businesses need to move beyond more satisfaction, to customer delight.
1.3.1 The Purpose of Business: Peter F. Drucker, considered to be one of the leading
management gurus in the world, believes that the purpose of business to create nd then
retain a satisfied customer. Although firms have to make money, Drucker argues that
making money is a necessity and not a purpose. It is, in fact, the end result, a desirable
outcome of creating a satisfied customer. Theodore Levitt, a Harvard Business School
Professor, who explains this by an analogy with human beings, expresses similar
sentiment - all humans have to eat to survive, but eating is not their purpose.
Furthermore, making money does not provide a legitimate reason for society to support
the moneymaking enterprise. A society supports businesses because they serve its
member by catering to their needs to leave them satisfied. If a firm dissatisfies customers,
then not only will these specific customers stop buying from the firm, but the society at
large will condemn the firm and may even penalize it - to the point of its extinction. In
response to such messages, co part of the corporate mission, and utilizes an
understanding of customer behavior as input to all its marketing plans & decisions.

Tools for measuring Customer Satisfaction:

Complaint and Suggestion Systems:

5
A customer-centered organization makes it easy for customers to register suggestions and
complaints. Companies also using web sites and e-mail for quick, two-way
communication.
Customer Satisfaction Survey:
Responsive companies measure customer satisfaction directly by conducting periodic
surveys.
Ghost Shopping:
Companies can hire people to pose as potential buyers to report on strong and weak
points experienced in buying the company’s and competitor’s products. These shoppers
can even test the company’s sales personnel handle various situations.
Lost Customer Analysis:
Companies should contact customers who have stopped buying or who have switched to
another supplier to learn why this happened.
Focus Groups:
Focus groups can be held on an informal or formal basis. On an informal basis, consider
having a group of users meet for coffee or lunch to discuss their satisfaction with services
being evaluated. On a more formal basis, a facilitator with experience in leading focus
groups can work with personnel to plan questions and activities to elicit perception of
value and satisfaction from participants. Customers are the most important people for any
organization. They are the resource on which not only the success, but the entire
existence of any business depends.

A customer, also client, buyer or purchaser is usually used to refer to a current or

potential buyer or user of the products of an individual or organization, mostly called the
supplier or seller. However the term customer also includes by extension anyone who
uses or experiences the services of another.

The word derives from "custom," meaning "habit"; a customer was someone who
frequented a particular shop, who made it a habit to purchase goods of the sort the shop

6
sold there rather than elsewhere, and with whom the shopkeeper had to maintain a
relationship to keep his or her "custom," meaning expected purchases in the future.

The clichés "customer is king" or "customer is god" or "the customer is always right" are
most frequently used in the marketing world and also indicate the importance of
customers to businesses.

The importance of the customers for any business can be understood by looking at the
huge expenditures that are being incurred by various companies for satisfying and
retaining their customers.
Before discussing further about customer and customer satisfaction we should first try
and understand the meaning of the word “Customer”.

7
 Chapter-2
About the company

8
Renaissance Construction Technologies India Limited is a Public incorporated on 20 March
2008. It is classified as Non-govt company and is registered at Registrar of Companies,
Coimbatore. Its authorized share capital is Rs. 10,000,000 and its paid up capital is Rs.
10,000,000.It is inolved in Building of complete constructions or parts thereof; civil engineering

Renaissance Construction Technologies India Limited's Annual General Meeting (AGM) was
last held on 28 September 2012 and as per records from Ministry of Corporate Affairs (MCA),
its balance sheet was last filed on 31 March 2012.

Directors of Renaissance Construction Technologies India Limited are Umesh Devkison

Bhutada, Kandel Mahalingeshwar Bhat, Pramod Sharma, Satishchandra Katyal, .

Renaissance Construction Technologies India Limited's Corporate Identification Number is

(CIN) U45200TZ2008PLC014320 and its registration number is 14320.Its Email address is
srinivasan@revathi.co.in and its registered address is POLLACHI ROAD
MALUMICHAMPATTI P O COIMBATORE Coimbatore TN 641021 IN , - , .

Current status of Renaissance Construction Technologies India Limited is - Converted to LLP

and Dissolved. 

9
Company Details

CIN U45200TZ2008PLC014320

Company Name RENAISSANCE CONSTRUCTION TECHNOLOGIES INDIA LIMITE

Company Status Converted to LLP and Dissolved

RoC RoC-Coimbatore

Registration Number 14320

Company Category Company limited by Shares

Company Sub Category Non-govt company

Class of Company Public

10
CIN U45200TZ2008PLC014320

Date of Incorporation 20 March 2008

Age of Company 10 years, 8 month, 14 days

Activity Building of complete constructions or parts thereof; civil engineering

 to see other companies involved in same activity.

Number of Members

11
stablishments Details

Establishment Name City

M/S RENAISSANCE CONSTRUCTION MYSOREROAD

TECHNOLOGIES (I) LLP

RENAISSANCE CONSTRUCTION JAIPUR

TECHNOLOGIES (I) LTD.

Contact Details

Email ID: srinivasan@revathi.co.in

WebsiteAddress:

POLLACHI ROAD MALUMICHAMPATTI P O COIMBATORE Coimbatore TN 641021 IN

12
CHAPTER - III
RESEARCH
METHODOLOGY

13
RESEARCH METHODOLOGY
“Marketing research means the systematic gathering, recording, analyzing of data about
problems relating to the marketing of goods and services”
Marketing research has proved an essential tool to make all the need of marketing
management. Marketing research therefore is the scientific process of gathering and
analyzing of marketing information to meet the needs of marketing management. But
gathering of observation is must be systematic. The systematic conduct of research
requires:
 Orderliness, in which the measurements are accurate.

 Impartiality in analysis and interpretation.

All of research can be categorized into basic and applied.

1. BASIC RESEARCH: - Basic Research is that intended to expand the body
of knowledge for the use of others.

2. APPLIED RESEARCH: - Applied Research is one, which is carried out to

find the solution for a particular problem or for guiding a specific decision. It is
usually private in nature.

My research on RENAISSANCE is carried on for guiding specific decisions and

its results are useful only to RENAISSANCE for taking particular decision regarding

14
product quality, staff and security. Hence the nature of my research study is “APPLIED
RESEARCH “.

Process of Marketing Research:

The marketing research is done in systematic process. The Researcher has
pursued the below process of marketing for my study at RENAISSANCE:

Problem Identification

Research Design

Data Collection

Data Analysis & Interpretation

Research Report & Presentation

5.4.1) Problem Identification:

15
 The first and the most important step of marketing research is properly defining
the problem. In order to identify the research problem two categories of problem should
be carefully noticed.

Here the researcher’s problems are:-

 A number of customers are not satisfied with services, new schemes and offers.

 A number of customers are not satisfied with the network coverage.

 A number of customers are not satisfied with the rates of RENAISSANCE

 A number of customers are not satisfied with the schemes.

 A number of customers are not satisfied with the service of of RENAISSANCE

RESEARCH DESIGN:
Research design indicates the methods and procedure of conducting research study.
Research design can be done in following three types:-
1 Exploratory Research:-
Exploratory research focuses on the discovery of new ideas and is generally based
on secondary data.
2 Descriptive Research:-
Descriptive research is undertaken when the researcher want to know the characteristics
of certain groups.
3 Causal or Experimental Researches:-
An experimental research is undertaken to identify causes and effect relationship between
two variables.
The Research Design is: Descriptive Research Design

16
SAMPLING
A)Sampling Plan:

The researcher has design a sampling plan that is consist of five decisions.
I) Sampling unit:

Who is to be surveyed?
The Researcher has selected youngsters, businessmen, and housewives, employees to
conduct survey and to measure satisfaction level.
II) Sampling types:

There are two types of sampling i.e. Probability Sampling and Non – probability
Sampling.

i) Probability Sampling : -

Probability sampling means each unit of the universe has equal chance of getting
selected. The most frequently used probability sampling methods are as below:
a) Simple Random Sampling.
b) Stratified Random Sampling.
c) Multi-stage Random Sampling.
d) Cluster Sampling.
e) Multi – phase Sampling.
f) Replicated Sampling.
ii) Non – Probability Sampling:-

Non – Probability sampling contains following methods:-

a) Judgment Sampling.
b) Convenience Sampling.

17
c) Panel Sampling.
d) Quota Sampling.
For this purpose the researcher has used non probability convenience sampling

III) Sample Size:

Sample size means limited numbers of respondents covered under the research study
from a population and the researcher has taken a survey of 100 respondents to know the
satisfaction level of customer.
IV) Sampling Area:

The researcher’s area for survey was:

 RENAISSANCE

V) Sampling Unit:

Here the researcher has randomly selected the respondents of the city.

DATA COLLECTION METHOD

Data Collection and Sampling:
B) Sources of Data Collection:-

Basically there are two types of data i.e. secondary and primary:

Primary Data Collection:-

Primary data collection contains the following four types of methods: -
1 Observation Method:

18
It contains Causal observation, Systematic observation, direct observation and contrived
observation.

2 Survey Method:
It contains Personal Interview, Telephone Interview and Mail Interview.
3 Experimental Method.
4 Panel Method.
I) Secondary Data Collection: -

It can be collected from internal as well as external sources

1 Internal Source:
Various internal sources like employee, books, sales activity, stock availability,
product cost, etc.
2 External Sources:
Libraries, trade publications, literatures, etc are some important sources of external
data.
The Researcher has used primary data for the core purpose of the project and this
primary data has been gathered by survey method. The researcher has also used
secondary data
C)Data collection Tools:

To conduct a survey, the Researcher has selected a structured questionnaire as an

instruction for gathering valuable information from the customers. Questionnaire, which
is used for the survey, is consisting of questions and checklist questions to check the
customer feedback.

19
OBJECTIVES OF THE STUDY

Following are the objectives of the study:

To know the customer need for RENAISSANCE product and services.
How they came in contact with RENAISSANCE
How much customer is aware of RENAISSANCE products and services.
How often they call RENAISSANCE customer care to know about new products.
What they think about the company and their services.
Is their any think they want to get RENAISSANCE with.

20
 CHAPTER - IV
DATA ANALYSIS AND
INTERPRETATION

21
Data Analysis and Interpretation
After all the above steps are completed now the important step is data analyzing
and interpretation. For this there are various analytical and statistical tools. Some of these
tools are Percentage, Average, Dispersion, Co-relation, Co-efficient, etc.

22
 Suggestions Yes No
No. of respondents 93 7

Q1) Do you use RENAISSANCE construction?

Purpose:
The main purpose of this question is to know how many respondents use
RENAISSANCE Product.

23
Interpretation: 93% of the respondents are tasted a RENAISSANCE Product while 7%
of the respondents do not have a RENAISSANCE Product.

Suggestions Yes No

No. of respondents 95 5

2) Are you aware about RENAISSANCE services?

Purpose:
The main purpose behind this question is to know about the awareness of
respondents regarding different oil services a

24
Interpretation: 95% of the respondents are aware about services while 5% are not
aware.

Suggestions Yes No
No. of respondents 87 0

Q3) Are you aware about RENAISSANCE?

Purpose:
The purpose behind this question is to know about the awareness of RENAISSANCE
among all the respondents.

25
Interpretation: Here 100% of respondents are aware about RENAISSANCE Services.

Q4) From which source you came to know about RENAISSANCE?

Purpose:
The purpose behind this question is to know from which source the respondents
came to know about RENAISSANCE
Sources No. of respondents
Advertisements 63
Hoardings 52
Newspapers 35
Mouth Publicy 26

26
Interpretation: 36% of the respondents are aware about RENAISSANCE through
Advertisements, 29% are aware because of Hoardings while 20% and 15% of the
respondents are aware because of Newspapers and Mouth PublicITy respectively.

Q5) Since how long you are using RENAISSANCE Services?

Purpose:
The purpose behind this question is to know about the usage time of
RENAISSANCE customers i.e. since how long they are using RENAISSANCE services.

Time period No. of respondents

Less than 1 month 12
2-6 months 19
6-12 months 22
More than 1 year 34

27
Interpretation: Major Respondents using RENAISSANCE are old customers. 39% of
the respondents use RENAISSANCE services from past more than 1 year while the
lowest is 14% respondents using RENAISSANCE services less than 1 month.

Q6) Do you call at customer care?

Purpose:
The purpose of this question is to know how many times and how often the
respondents call at customer care of RENAISSANCE

28
Interpretation:
87% of the respondent calls at customer care while 13% respondents do not call at
customer care.

If yes, how often you call at customer care?

Time Period No. of respondents
Daily 5
Once a week 12
Once a month 24
Occasionally 35
29
Interpretation: Major respondents here call customer care occasionally. 31%
respondents respondents call customer care once a month while 16% and 7% of
respondents call once a week and daily respectively.

Q7) For what reason you call at customer care?

Purpose: The main purpose of this question is to know the reason of the respondents
regarding calling at customer care.

30
 Reasons No. of respondents

Information regarding new schemes 23

Complaining 42
Other queries 36

Interpretation: 34% of respondents call at customer care for complaining purpose while
30%, 19% and 17% of respondents call customer care for other queries, information
regarding new schemes and value added services respectively.

Q8) Why you are not using RENAISSANCE Services? Purpose:

The purpose of this question is to know why other respondents do not use
RENAISSANCE services.

Reasons No. of respondents

Lack of awareness 2
High Prices 6
31
Poor Services 3
Poor Network 2
Interpretation: 6 don’t use RENAISSANCE services because of high prices. 3
respondents don’t use RENAISSANCE services because of poor services while 2
respondents each don’t use RENAISSANCE services because of lack of awareness and
poor network.

Q9) Would you like to recommend RENAISSANCE PRODUCTSto

others?
Purpose:

32
The purpose of this question is to know the recommendations of the respondents towards
RENAISSANCE, whether they would like to recommend the RENAISSANCE services
to others or not.

Interpretation: 90% of the RENAISSANCE customers would like to recommend

RENAISSANCE services to others while 10% of the RENAISSANCE Customers won’t
recommend to others.

Age analysis:
Purpose:

33
 The main purpose of this analysis is to know how many respondents belong to a
particular age of group.

Age Below 18 18-25 26-50 51 or above

Respondents 4 54 23 6

Interpretation: Major respondents are youngsters i.e. 62% of the respondents belong to
age group of 18-25, 26% respondents belong to age group of 26-50, 7% of respondents
belong to 51 or above age group while only 5% of the respondents belong to age group of
below 18 years.

Classification of the Respondents based on the

Knowledge towards RENAISSANCE
34
RENAISSANCE

NO.OF
OPINION % OF RESPONDENTS
RESPONDENTS

YES 30 60

NO 20 40

TOTAL 50 100

Source: Primary Data

Inference
From the above table it is inferred that, 60% of the Respondents have knowledge
RENAISSANCE .

35
 CHAPTER - V
FINDING, CONCLUSION

RECOMMENDATIONS
AND
SUGGESTIONS

36
 FINDINGS

 Customers find RENAISSANCE products in better position than there substitutes.

 They find it easy to get in contact with RENAISSANCE

 They are satisfied with RENAISSANCE products and services.

 The cost of RENAISSANCE products are appropriate to buy.

 Customers need RENAISSANCE to come with a new products.

CONCLUSION

37
Follwing are the conclusion that the researcher found after the survey.
 From the above analysis the researcher concludes that major respondents are
satisfied .
 Major respondents from all respondents use services of RENAISSANCE
 Major customers of RENAISSANCE are old customers so many of the respondents
are satisfied the services of RENAISSANCE and thus they would like to
recommend RENAISSANCE to others.

RECOMMENDATIONS AND SUGGESTIONS

38
 Findings are based on the views expressed by the consumers. So customer may suffer
from biased prejudices.
 Weather condtionsions were not favorable.
 Some of the respondents were not co-operative & many seem to be having no interest.
 The study has not been intended on a very large scale, have the possibility of errors,
which cannot be ruled out.
 Time limitatations.
 Area was specified.
 it is extremely difficult to persuade consumer to respond to questionnaire.
 The consumer knows us as people from RENAISSANCE there by the responses
could have been biased.
 I had lack of knowledge about the product of the local market.
 There was the staying place hearer to local market.

39
BIBILOGRAPHY

40
BIBILOGRAPHY

Books:
 Marketing Management – Philip Kotler, Kevin Lane Keller.

WebsITes:

 http://www.RENAISSANCEcom
 http://www.wikipedia.org
 http://www.Google.com

41
 QUESTIONNAIRE

QUESTIONNAIRE

42
Q1) Do you use RENAISSANCE Product?
o Yes
o No
Q2) Are you aware about SGS service?
o Yes
o No
Q3) Are you aware about RENAISSANCE?
o Yes
o No (If No, then go to Q11 )
Q4) From which source you came to know about RENAISSANCE?
o Advertisement (Multi-choice)
o Hoardings
o Newspapers
o Mouth Publiccity
Q5) Since how long you are using RENAISSANCE services?
o Less than 1 month
o 2-6 months
o 6-12 months
o More than 1 year

Q6) Dou you call at customer care?

o Yes
o No
If yes, how often you call at customer care?
o Daily

43
 o Once a week
o Once a month
o Occasionally
Q7) For what reason you call at customer care?
o Value added services (Multi-choice)
o Information regarding new schemes
o Other queries
o Complaining

Q8) What makes you unaware about RENAISSANCE?

o Less Advertisements
o Less Publicityy
o Others
(If others then mention ________________________)
Q9) Why you are not using RENAISSANCE services?
o Lack of awareness (Multi-choice)
o High Prices
o Poor Services
o Poor network
Q10) Would you like to recommend RENAISSANCE to others?
o Yes
o No

Q11) Give your suggestions to help in serve you better.

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

44
Name:
Age:
Sex:
Contact no.:
Signature:

45