Professional Documents
Culture Documents
106061839-Project-Report-Bajaj Moters
106061839-Project-Report-Bajaj Moters
ON
1
Declaration
Place:
Date: signature
2
CERTIFICATE FROM THE FACULTY GUIDE
This is to certify that the project work entitled “Traders and Customers satisfaction of Bajaj
Electricals Ltd. in Kolkata city” is a piece of work done by Mr. Sandip Shannigrahi (Reg.
(RCM), under my guidance and supervision for the partial fulfillment of the course Master of
To the best of my knowledge and belief the thesis embodies the work of the candidate himself
and has been duly completed. Simultaneously, the project fulfills the requirements of the rules
and regulations related to the summer internship of the institute and I am assured that the project
is up to the standard both in respect to the contents and language for being referred to the
examiner.
Faculty Marketing
3
TO WHOM -SO –EVER IT MAY CONCERN
This is to certify that, Mr. Sandip Shannigrahi; a student of MBA (Marketing &
Finance) bearing Regd. No. 1106247152 of Regional College of Management
Autonomous, Bhubaneswar has successfully completed the Summer Internship
Project from 15th May to 30th June, 2012 under my guidance. The topic covered by
him is “Traders and Customers Satisfaction towards Bajaj Electricals Ltd. in
Kolkata City”.
Mr.B.N. Dash
4
ACKNOWLEDGMENT
It is impossible to thank the people who have helped me prepare my project, but I would like to
take the opportunity to express my profound gratitude and indebtedness to the following.
I am also extremely grateful to my project guide Mr. Hitesh Kar (Astt. Prof. Marketing,
RCM) for assisting and guiding me throughout the project. I am very grateful to RCM for
providing me the opportunity of taking up such a practical project which gave me a firsthand
useful experience.
Last but not the least; I also like to thanks all the respondents & friends and
dealers/distributors, customers for giving me their precious time, relevant information and
experience, without which the project would have been a different story.
Sandip Shannigrahi
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TABLE OF CONTENTS
Page no.
a) Executive Summary 7
b) Chapter- 1
1. Introduction 8
2. Objective of the project 12
3. Scope 13
4. Limitation 14
c) Chapter – 2
1. Research Methodology 16
d) Chapter – 3
1. Company Profile 19
e) Chapter – 4
1. Data Analysis & Interpretation 38
f) Chapter – 5
1. Findings 78
2. Suggestions 79
3. Conclusion 80
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g) Questionnaire 81
EXECUTIVE SUMMARY
As the title of the project suggests, this project is all about the study of the “Traders & Customers
Satisfaction towards Bajaj Electricals Limited in Kolkata City”. Trader’s satisfaction is one of
the most important factors for a manufacturing company as they distribute the products to the
customers from the company and they have direct contact with the customers.
As there is tough competition in the market of home appliance it is very much important for
Bajaj Electricals to have satisfied trade partners and Customers. A satisfied customer is an asset
for the company who will make repeat purchase and bring new customers.
As this is all about the detail study of Home Appliances product in KAOLKATA market, a lot
of survey is conducted, by which all the primary information about the level of satisfaction of
dealer and customer were collected. In this process several distributors, dealers, customers were
surveyed. All the required secondary information is gathered from the company as well as from
the internet, books and journals. In order to find out the Brand & their price preference, service
level, product quality, margin, promotional offer, after sale service they want from the company,
a questionnaire has been prepared. The questionnaire for the existing dealers and customers will
help to interpret the satisfaction level of Traders & Customers. At last by analyzing the response
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of the questionnaire by different charts and we can draw a conclusion about the Traders and
CHAPTER – 1
INTRODUCTION:
meet the changing needs of customers on whom the organization depends. As a verb, marketing
promote and distribution want satisfying products & services to present and potential consumers”
- William. J. Stantion
“Marketing is the performance of business activities that direct the follow of goods and
A social and managerial process, by which individuals and groups obtain what they need
and want, through creating and exchanging product and value with others.
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Customer satisfaction begins with a difficult faith; it starts with a commitment to deliver the
result for each customer which is also a concern of the dealers. Hence for a manufacturing
company, in order to satisfy its customers, it is highly important to satisfy its dealers, as they are
the direct customers to them. Establishing satisfaction as the ultimate goal is like the other
ultimate goals of business pursuit of higher profits or shareholders wealth. Perfect dealer service
or satisfaction is one that meets the combined need satisfaction is a systemized service that
involves the entire organization. But many organizations have yet to develop this kind of
Dealer Satisfaction begins with the following specific assumptions about company’s
The dealer needs and value should influence every aspect of the organization strategy,
employee safety and performance, product and organization strategy, employee safety and
performance, product and service development, sales and marketing programs, operational
Understanding the dealer is critical to the success of any customer focus initiative, the
first step in understanding the dealers is to listen to them. A company needs to hear what its
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dealers are saying about its people, product service and vision. Their information helps to
Organizations need to listen to their dealer satisfied, dissatisfied neutral and prospective.
In the past, dealer satisfaction and service was the responsibility of a separate
organization that supported the dealer primarily after the sale. Today, service is also likely to be
High dealer satisfaction comes from providing effective services. But giving that service
is a continuous activity. It means being efficient, reliable, courteous, curing and professional
every time.
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NEED OF THE STUDY
As there are a large number of dealers dealing with Bajaj Home Appliances Products,
the study was conducted to know the dealers satisfaction towards Bajaj Electricals. This
in turn enables the company to enhance its stringent competitiveness in the Home
Appliances market.
Also this study was conducted to know the satisfaction level of the customers who are
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OBJECTIVE OF THE STUDY
Objectives are the end towards which activity aimed; the end result to be achieved. No enterprise
or an organization can accomplish its task until it has some defined objective.
Likewise no research work can carried out until and unless it has some objective. The objective
To find out factors influencing dealers to deal with Bajaj Home Appliances Products.
To know the satisfaction level of customers towards Bajaj Home Appliances Products.
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SCOPE OF THE STUDY
1. This project study is carried out for academic purpose and for partial fulfillment of MBA
degree.
3. The study is concerned with the service quality of Bajaj for satisfaction of its dealers and
customers.
4. All findings and recommendations are based on the analysis of dealers & customers opinion.
5. The data available from Bajaj dealers and customer helped company to make necessary
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LIMITATIONS
The project suffers from the following limitations due to the inherent and restrictive nature of the
study undertaken:
4. Getting accurate information from the respondents due to their inherent problems. They may
5. Concern person of shop keeping in charge will always change, so that their assessment of the
product and the relationship with the company officials could not be adequate.
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CHEPTER – 2
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
Research methodology describes how the research study was undertaken. This includes the
specifications of research design, source of data, method of data collection, the sampling method
GEOGRAPHICAL AREA:
PERIOD OF COVERAGE:
RESEARCH DESIGN:
The research design used in this project by the researcher is the descriptive research
design.
It is well structured.
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SAMPLE DESIGN:
Population:
Population for this research is set of dealers and customers those who are dealing
Sample units:
The sampling units used by the researcher for this research, are those who are
Sample size:
sampling, which is selected according to the easy and convenience of the researcher.
Primary data:
The researcher collected both by direct survey from the retailers through
questionnaire.
Secondary data:
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Here the researcher collected secondary data from the company profile, industry
RESEARCH INSTRUMENT:
schedule.
Questionnaire
it is easily understandable and answerable by everyone. The type of questions include in the
questionnaire are open-ended questions, multiple choice questions and dichotomous questions.
Interview Schedule
stimuli and reply in terms of oral-verbal responses. Then the responses are filled up in the
The researcher carries out analysis through various statistical tools. The statistical
Cross - Tabulation
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CHAPTER - 3
COMPANY PROFILE
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INTRODUCTION
The bajaj group of India owes immense gratitude to their founding father whose vision
and dedication over the years has greatly helped to build a business house that can set
Jamnalal Bajaj was the founding father of the Bajaj Group. The adopted 'fifth' son of Mahatma
Gandhi, and the 'merchant prince' who held the wealth he created in trust for the people of
his country, Trust - a simple word that contains a whole philosophy handed down by
consolidated the Bajaj foundation. With characteristic foresight and pragmatic; vision, he
launched a steady diversification programme which gave the current name "Bajaj" both its
shape and size. His unique management style created a work culture that matched well with the
Ramkrishna Bajaj took over the reins of the "Bajaj group" in 1972 after Kamalnayan Bajaj and
steered the Group from strength to strength for over 22 years. He had also actively participated in
the freedom struggle of the country. In post independent India, he had led the youth movement.
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Shekhar Bajaj, Chairman & Managing Director of Bajaj Electricals Ltd., started his career with
Bajaj Sevashrarn after which he worked at Bajaj International, the groups export company. Mr.
Shekhar Bajaj joined Bajaj Electricals in 1980, became the Managing Director in 1987 and took
People don't just bring their brains to work: they also bring their hearts and soul. They want to
feel passionate about what they are doing and be a part of whatever is great. We at Bajaj
Electricals Limited, recognize this truism and seek out and strike a dialogue straight with the
hearts and souls) of our employees. Here is a quote from Mr. Shekhar Bajaj, our Chairman and
Managing Director -
"Every individual has the potential to perform if he or she gets proper motivation, the right
opportunity and the freedom to work. In the long run success is achieved when ordinary
people perform extraordinarily. It is important to keep an open mind rather than drawing
preconceived impressions about people. More often that not, such impressions will be
proven wrong."
Faster, Higher, Stronger - is our maxim, our way of individual and organizational performance.
This is how we managed a successful business turnaround in Bajaj Electricals Ltd - with and
through each one of our employees. And not only our excellent brand of products, our people
We are looking at collaboration for our luminaries business through a licensing agreement as there
is a need for technologically superior products which are state-of-the art. We are in advanced
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discussions. I cannot disclose anything further at this stage," Bajaj Electricals chief operating
The luminaire business is one of the five special business units (SBUs) of the company. The
others are appliances, pans, lighting and the engineering business. Bajaj Electrical luminaires find
applications in the engineering, power, steel, cement, fertilizer, chemical and petrochemical
sectors.
Earlier, Bajaj Electricals had entered into a licensing agreement with Morphy Richards of the
"The biggest contributor to this will be the engineering business. Till recently, we were
only into the manufacture of power transmission towers. Now, we will be installing them
too," Mr Ramakrishnan added. The engineering and projects business is also the fastest growing
business.
This business has an order book of over Rs 150 crore and has grown by over 85%, senior
company executives said. The company clocked net sales of Rs 505.26 crore in the last fiscal and
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is expected to add around 25% to its top line this fiscal, he said. The company which had been
facing tough times a few years back has bounced back after the implementation of a restructuring
exercise.
This entailed the reorganization in to five SBUs, brand building, and a growth of revenues.
Last year, the company also came out with a rights issue at premium of Rs 15 per share. Further,
the company also of out of the die-casting business by giving a VRS at the plant, selling the
development rights of the land and entering into a non-compete clause with a competitor.
K. Giriprakash
V. K. Varadarajan
Bangalore Jan 30, 2005: BAJAJ Electricals has restructured its entire operations, including
shutting down some of its loss-making ventures, as part of its plans to turnaround the company.
Bajaj Electricals' President and Chief Operating Officer, Mr R. Ramakrishnan, told Business
Line that the restructuring has helped the company to turnaround and now it expects to double
its revenues to about Rs 1,000 crore within three years. The company hopes to end the current
fiscal with a revenue of around Rs 730 crore, an increase of 20 per cent over fiscal 2008-09.
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Mr Ramakrishnan said it had roped in Accenture Consulting to chart out a turnaround for
the company. As per the new plan, Bajaj Electricals dropped its matrix structure for its
It now has five separate business units - engineering and projects, luminaire, appliances, fans and
lighting. "Each of these units compete as separate businesses with its, competitors," Mr
For example, it shut down its diecast operations and offered VRS to 180 people. It also sold
He said the company also went in for financial restructuring by swapping high cost funds with
low cost long-term debt. The banks too have lowered interest cost and increased the
The company plans to invest about Rs 20 crore, spread over the next fiscal, to double the
existing capacity in its engineering unit to execute its Rs 160 crore worth of fresh order from
Mr Ramakrishnan said the engineering unit, which registered a growth of 88 per cent over the
last fiscal, is expected to outpace other business units. The company expects about 25 per cent of
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Mr Ramakrishnan said with the Power Grid according thrill the status of approved EPC
contractors, it expects bigger orders from the power company. He pointed out that with an
Mr.Ramakrishnan said the company had entered into a licensing arrangement with Trilux, a
leading European luminaries brand and a market leader in lighting in Germany. The
tie-up, though is aimed to market the products to premium segments in the country, could
Bajaj's own products to provide full spectrum of lighting products, he said. Similarly, Bajaj's
tie-up with UK's leading small appliances brand Morphy Richards had helped it to position
Mr Ramakrishnan said Bajaj Electricals has a market share of between 15 per cent and 20 per
cent in the appliances segment, 20 per cent in luminaries and 10 per cent in lighting.
The company has also been able to take on the unorganized sector by offering competitive
pricing of its products in the lower end. "Our China sourcing strategy has helped us to buy
from the world's best without compromising on the quality of the products,"
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Bajaj Electricals Keeps on Shining More...
Bajaj Electricals Limited (BEL) is a part of the "Bajaj Group" of India w ho are in the
bus ines s of s teel, sugar, tw o wheelers & three wheelers. Bajaj Electricals is well
established in their range of products such as lamps & tube lights, luminaries, small
household appliances, ceiling fans & table fans and turnkey engineering services. The
company has been in existence for the last 60 years and has steadily grown and expanded
Bajaj Electricals has 20 branch offices and 4 regional offices spread in different parts of
the country besides being supported by a chain of about 600 distributors, 2500
authorised dealers, over 60,000 retail outlets and over 200 service franchisees
BEL today has five major business units comprising of lighting, luminaries, electric
fans, home appliances, turnkey engineering projects. BEL's export activities are well
supported through its International division. The Company has recently forayed into
electric power generation through wind energy in its quest to reduce the depletion of fossil
Total Quality Management (TQM) has taken roots in some important business processes of
the Company. Few business units of the company have already received ISO Certifications
while the other BUs are on the anvil to obtain the same.
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PRESS NEWS
Bajaj Electricals has reported a 93.8 percent rise in its net profit for the third quarter
ended December 31, 2007 at Rs 4.75 crore as against Rs 2.45 crore in the corresponding period
of last fiscal. Revenues from operations during the quarter were higher at Rs 170 crore as
Corporate Dossier
Economic Times
A leader sets an example for others to emulate, and hence must be a high-level
A leader is knowledgeable and well read and must guide and empower his subordinates to
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VISION, PHILOSOPHY AND VALUES
Build Trust: We will conduct all our business dealings with fair and ethical business practices
and strive to build trust in the minds of all our stakeholders.
Belief in Excellence: We believe in setting higher levels of Excellence in all our actions and will
recognize and reward the excellence achieved by our team members.
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Delighting Customers: We will delight our customers by providing them world-class products
and services and thereby enhance their quality of life.
Ensuring Accountability : We will work in a transparent, performance oriented environment and
define clear accountability for our employees, while empowering them to achieve their
performance goals with speed and efficiency.
Encouraging Teamwork : We will ensure dignity and respect for the individual while
encouraging Teamwork.
Personal Growth : Every employee will be enabled to learn at the work place with significant
opportunities for Personal Growth and Contribution to the organization.
30
.PRODUCT PROFILE
GX 10
DX 5
31
Cordless Kettle 1 Litre
1 Litre capacity
Cordless operation for easy serving and
safety
Auto shut off
External water level indicator on both
sides
Aqua Naturale
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AX 4
1600 T3
16 Litre Capacity
Stainless Steel inner chamber
Keep Warm Function
0-60 minutes timer
20 minute timer
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Majesty Heat Convector RX10
Office Locator
Head Office Registered Office Company Showroom
51, Mahatma Gandhi Road 45/47, Veer Nariman Road 'World of Bajaj Electricals'
Fort Fort Bajaj Bhavan
Mumbai - 400023 Mumbai - 400023 Nariman Point
Phone - 22043780, 22043733 Phone - 22043841, 22045046 Mumbai - 400021
Fax - 22828250 Fax - 22851279 Phone - 22023626
34
MARKET SHARE
Shareholding Pattern
A Category No. of Of
1 Promoter's holding Share Shareholding
Promoters* held
Indian Promoters 5693850 65.88
Foreign Promoters Nil Nil
2 Persons acting in 104440 1.21
concert# 5798290 67.09
Sub Total:
B Non-Promoter's holding Nil
3 Institutional Investors Nil
a(i) Mutual Funds 500 0.01
a(ii) Unit Trust of India 150 0.00
b(i) Banks 6687 0.08
b(ii) Life Insurance 746010 8.63
b(iii) Corporation of India 108000 1.25
Oriental Insurance
Company Ltd. Nil Nil
C Flls
Sub Total: 861347 9.97
4 Others
A Private Corporate 389298 4.50
Bodies
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B Indian Public 1567010 18.13
C NRIs/OCBs 5905 0.07
D Any Other – Non 5430 0.06
E Resident 15600 0.18
Foreign Companies
Sub Total: 1983243 22.95
Grand Total: 8642880 100.00
Regulations, 1997.
Note:
Banks, Foreign Nationals and GDR & ADR holdings is 26935 i.e. 0.31% of the total issued
equity capital.
Shareholding Pattern as on 31st December, 2008 under Clause 35 of the Listing Agreement
36
SL. Name of Shareholder No. of To
No. Share equity
A 1. Promoters: capital
1 Jamnalal Sons Pvt. Ltd. 1429541 16.54
37
CHAPTER – 4
38
1. How long you are dealing with Bajaj Products?
INTERPRETATION: Out of 20 dealer 11 are associated with Bajaj for more than 8 years and
Bajaj has also gain 9 dealers in the last 7 years.
YES 18
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NO 2
INTERPRETATION: 18 dealers of Bajaj dealing with other companies and only 2 are
exclusively dealing with Bajaj.
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Satisfactory 3
Poor
Interpretation: Out of 20 dealers 6 said very good, 11 said good and 3 said satisfactory about the
quality of Bajaj Products.
FACTORS DEALERS
Promotion 1
41
Schemes 1
Company Policy 3
Margin 9
Band Name 6
INTERPRETATION: Out of 20 dealers 1 each said promotion & schemes, 3 said company
policy, 9 said margin & 6 said brand name of Bajaj as the reson of becaming a dealer of Bajaj
Electricals Ltd.
42
High 3
Average 12
Low 5
INTERPRETATION: Out of 20 dealers mejority i.e. 12 rated price of the Bajaj products as
average, 5 rated as low & 3 rated as high.
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Good 11
Satisfactory 5
Poor 1
INTERPRETATION: About credit period allowed by Bajaj to its dealers, more than 55%
dealers feels good, 17% feels satisfactory, 10% feels very good & only 10% feels poor. Most of
the dealers are satisfied about the credit period allowed by Bajaj Electricals.
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Very good 3
Good 8
Satisfactory 5
Poor 4
Preference DEALERS
45
Discount 9
Gift 6
Prize Offer 4
Others 1
46
Response Number of dealers
YES 16
NO 4
INTERPRETATION: About 80% of dealers are satisfied with the time and quantity of products
supplied to them by Bajaj and only 20% are not satisfied with that.
10. What do you feel abut the employees dealig with you in Bajaj?
47
SATIS FACTION LEVEL DEALERS
Highly Satisfied 2
Satisfied 9
Average 5
Dissatisfied 4
INTERPRETATION: Out of 20 dealers surveyed 2 are highly satisfied, 9 are satisfied, 5 said
average and 4 are dissatisfied about employees dealing with them in Bajaj Electricals.
11. What are the factors that you expect from Bajaj?
48
Factors Number of Dealers
Promotional Sales 7
Follow- up 3
Scheme 4
Service 3
Credit Facility 3
INTERPRETATION: About the factors that dealers expect from Bajaj, out of 20 dealers highest
number of dealers ie. 7 goes with promotional sales, then 3 wants follow-up, 4 prefer scheme, 3
goes with service and 4 goes with credit facility.
49
Response Dealers
YES 14
NO 6
14. What do you feel about after sales service given by Bajaj?
50
SATISFACTION LEVEL NUMBER OF DEALER
Highly Satisfied 1
Satisfied 7
Moderate 5
Dissatisfied 7
15. How satisfied are you with the speed of processing your orders?
51
Level of Satisfaction Number of Dealer
Highly Satisfied 5
Satisfied 10
Moderate 4
Dissatisfied 1
INTERPRETATION: Out of 20 dealers surveyed 5 are highly satisfied, 10 are satisfied, 4 are
moderately satisfied with the speed of processing their orders and only 1 deler is dissatisfied with
the speed of processing orders. It is evident that most of the dealers are satisfied with the speed
of processing.
16. How Satisfied are you with the accuracy of Processing your orders?
52
Level of Satisfaction Number of Dealer
Highly Satisfied 7
Satisfied 9
Moderate 3
Dissatisfied 1
INTERPRETATION: About the accuracy of processing orders 35% dealers are highly satisfied,
45% are satisfied, 15% moderately satisfied and only 5% are not satisfied.
17. How satisfied are you with our ability to provide you with the approprite paperwork that you
need for doing business?
53
Level of Satisfaction Number of Dealer
Highly Satisfied 5
Satisfied 9
Moderate 4
Dissatisfied 2
INTERPRETATION: In the sample size 25% of dealers are highly satisfied, 45% are satisfied,
20% are moderately satisfied and 10% are dissatisfied with Bajaj’s ability to provide them
approprite paperwork that they needed for doing business.
18. How satisfied are you with the responsiveness of our Customer Service Team to your needs?
54
Level of Satisfaction Number of Dealer
Highly Satisfied 2
Satisfied 6
Moderate 7
Dissatisfied 5
INTERPRETATION: Out of 20 dealers 2 are highly satisfied, 6 are satisfied, 7 are moderately
satisfied and 5 are dissatisfied with the responsiveness of Bajaj’s customer service team.
19. How satisfied are you with the technical expertise of our technical support group?
55
Level of Satisfaction Number of Dealer
Highly Satisfied 1
Satisfied 6
Moderate 8
Dissatisfied 6
INTERPRETATION: Dealers are not so satisfied with the techical expertise of Bajaj’s technical
support group as 29% of dealers are disssatisfied, 38% are moderately satisfied and only 32% are
satisfied.
20. How satisfied are with the packaging our products with respect to maintaining damage free
products?
56
Level of Satisfaction Number of Dealer
Highly Satisfied 8
Satisfied 6
Moderate 5
Dissatisfied 1
INTERPRETATION: Out of 20 dealers 8 are highly satisfied, 6 are satisfied, 5 are moderately
satisfied and only 1 is dissatisfied with the packaging of Bajaj Electricals’ products.
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In my survey I have talked with 30 Customers to know the satisfaction level towards the Bajaj
Home Applience Products & to know suggestions to improve products and services of Bajaj
Electricals Limited.
2. Which factors do you consider most before purchasing products?(can be more than one)
Attributes Customer
Product Quality 21
Fuctionality 18
Price 24
Durability 26
Service Quality 19
Brand Name 14
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SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 6 20%
Satisfied 16 53%
Moderate 5 17%
Dissatisfied 3 10%
INTERPRETATION: Out of 30 customer surveyed 6 are highly satisfied, 16 are satisfied, 5 are
moderately satisfied & 3 are dissatisfied with the products they are using from Bajaj.
59
SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 2 7%
Satisfied 14 47%
Moderate 10 33%
Dissatisfied 4 13%
INTERPRETATION: Out of 30 customer serveyed 7% are highly satisfied, 47% are satisfied,
33% moderately satisfied & 13% are dissatisfied with the price of the product they are using.
60
SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 6 20%
Satisfied 13 43%
Moderate 5 17%
Dissatisfied 6 20%
INTERPRETATION: About the quality of the Bajaj products, 20% customers are highly
satisfied, 43% are satisfied, 17% are moderately satisfied and 20% dissatisfied with the quality of
Bajaj Electricals products.
61
SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 4 20%
Satisfied 17 43%
Moderate 6 17%
Dissatisfied 3 20%
INTERPRETATION: The design of the Bajaj product is found satisfactory as about 57% of
customers are satisfied, 13% are highly satisfied and 20% are moderately satisfied but 10%
customers are not satisfied with the design of products.
7. Do you agree that your product of Bajaj bears the latest technology?
62
Response Number of Customers % of Customers
YES 18 60%
NO 12 40%
INTRPRETATION: Of the 30 customers surveyed 18 customers i.e. 60% agreed that Bajaj
product bears the letest technology but 12 customers i.e. 40% does not agreed that Bajaj product
bears letest technology, wich is not a good sign for the company.
8. Have you been offered any warranty card with your product?
63
Response Number of Customers % of Customers
YES 30 100%
NO 0 0%
INTERPRETATION: 100% of the customers said they have been offered warranty card with
their products.
64
SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 4 14%
Satisfied 17 56%
Moderate 6 20%
Dissatisfied 3 10%
INTERPRETATION: Larger section of the customers i.e. 56% are satisfied and 14% are highly
satisfied and only 10% are dissatisfied with the warranty period offered by Bajaj Electricals.
10. Have you come across any problems while using the product?
65
Response Number of Customers % of Customers
YES 18 60%
NO 12 40%
INTERPRETATION: Among the 30 customers 18 said they faced problems while using the
products and 12 customers said they did not face any problem while using products of Bajaj.
11. Have you lodged any complaint about the problem/defect in your product?
66
Response Number of Customers % of Customers
YES 20 67%
NO 10 33%
12. Within how much time your complaint has been resolved?
67
SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
On the same day 5 17%
Within two days 6 20%
Within three days 7 23%
More than three days 12 40%
INTERPRETATION: Out of 30 customers 17% said complaint were resolved in the same day,
20% said complaint were resolved within two days, 23% said complaint were resolved within
three days and 40% said complaint were resolved more than three days of lodging complaint.
13. Are you satisfied with the After Sale Service of your product?
68
SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 4 13%
Satisfied 8 27%
Moderate 6 20%
Dissatisfied 12 40%
INTERPRETATION: This chart shows satisfaction level of customers with the after sale service
of Bajaj. Out of 30 customers 13% are highly satisfied, 27% are satisfied, 20% are moderately
satisfied and 40% are dissatisfied.
14. Are you satisfied with the time taken by Bajaj to deliver your product after servicing?
69
SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 12 40%
Satisfied 10 33%
Moderate 6 20%
Dissatisfied 2 7%
INTERPRETATION: Of 30 customers surveyed 40% are highly satisfied, 33% are satisfied,
20% are moderately satisfied and 7% are dissatisfied with the time taken by Bajaj to deliver their
products after servicing.
15. Are you satisfied with the time taken by Bajaj to replace your product?
70
SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 6 20%
Satisfied 10 33%
Moderate 6 20%
Dissatisfied 8 27%
INTERPRETATION: Out of 30 customers 20% are highly satisfied, 33% are satisfied, 20% are
moderately satisfied and 27% are dissatisfied with the time taken by Bajaj Electricals to replace
their products.
71
Response Number of Customers % of Customers
YES 22 73%
NO 8 27%
INTERPRETATION: About 73% of customers said that their dealers provide post sale service
and 27% said that their dealer did not provide post sale service.
17. Are you satisfied with the post sales services provided by your dealer?
72
Response Number of Customers % of Customers
YES 16 53%
NO 14 27%
INTERPRETATION: Of the 30 customers surveyed 53% are satisfied with the post sale service
provided by their dealer and 27% are not satisfied with the post sale service provided by their
dealer.
18. How satisfied are you with the responsiveness of our Customer Service team to your need?
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SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 6 20%
Satisfied 16 54%
Moderate 7 23%
Dissatisfied 1 3%
INTERPRETATION: 20% of customers are highly satisfied, 54% are satisfied, 23% are
moderately satisfied and only 3% are dissatisfied with the responsiveness of Bajaj’s customer
service team.
19. How satisfied are you with the technical skill of our technician?
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SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 10 34%
Satisfied 16 53%
Moderate 3 10%
Dissatisfied 1 3%
INTERPRETATION: Most of the customers i.e. 87% are satisfied with the technical skill of
Bajaj’s technician and only 3% are dissatisfied.
20. How satisfied are you with the speed in which problems were resolved?
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SATISFACTION LEVEL CUSTOMER % OF RESPONDENT
Highly Satisfied 2 7%
Satisfied 10 33%
Moderate 8 27%
Dissatisfied 10 33%
CHAPTER - 5
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FINDINGS, SUGGESTIONS & CONCLUSION
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FINDINGS
1. From the detail analysis it is found that dealers are satisfied to doing business with Bajaj in
Kolkata Market.
2. More than 60% of dealers are doing business for a long time and also it has increased its
3. Most of the Bajaj dealers are dealing with other electrical companies.
4. Most of the dealers happy with the product quality and price of Bajaj Electricals Products.
5. Dealers are unhappy with the promotional activity taken by Bajaj, they recommend more sales
promotional activity in dealers level also more advertisement to gain new customers.
6. Dealers are not satisfied with the after sales service provided by Bajaj, it is found that delivery
7. Dealers are satisfied with the speed, accuracy, paperwork while processing orders.
8. From my survey it is found that most of the customers of Bajaj are satisfied with the quality
9. About 40% of customer said that the products of Bajaj do not bears latest technology.
10. Customers are very satisfied with the warranty period offered by Bajaj.
11. As far as customer complaint is concerned 33% customers have lodged complaint about
problem in their product and 40% responded that their complaint has been resolved after three
days
12. Many customers are not satisfied with the After Sale Service provided by Bajaj.
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SUGGESTIONS
Bajaj should maintain good relationship with the dealers.
Bajaj should provide more promotional scheme to its dealers and increase its promotional
activities.
Bajaj should give more advertisement as it lacks in advertisement and sales promotional
activities.
Company should improve After Sale Service and delivery schedule as it is very
Though product quality is good company should introduce more products with latest
Bajaj should reduce the complaint resolution time for improve customer satisfaction.
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CONCLUSION
As there is very tough competition in the market it is becoming more important to have satisfied
trade partners and customers to stay in market and to retain and gain new customer and for the
growth of the company. Bajaj is competing with many established Indian and global brands and
has mostly achieved in satisfying its customers as well as dealers. It is evident from this study
and Bajaj is advised to maintain its Quality and improve its service and products. The study has
been successful in knowing the Traders’ and Customers’ satisfaction towards Bajaj Electricals
Limited, in Kolkata.
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QUESTIONNAIRES
Questionnaire
Name:
Address:
Yes No
If Yes, specify
BRANDS
CROMPTON
HAVELLS
USHA
BAJAJ
KHAITAN
POLAR
OTHERS
81
3. How do you feel about Quality of BAJAJ products?
5. How do you rate Price of BAJAJ products compared with the following competitors?
82
Discount Gift Prize Offers Others (Specify)
……………..
10. What do you feel about the employees dealing with you in BAJAJ?
Average Dissatisfied
11. What are the factors that you expect from BAJAJ?
Yes No
83
13. Do you recommend your customers about BAJAJ products?
Yes No
If No, specify the reason,
14. What do you feel about after sales service given by BAJAJ?
15. How satisfied are you with the speed of processing your orders?
Highly Satisfied Satisfied
Moderate Dissatisfied
16. How satisfied are you with the accuracy in processing your orders?
Highly Satisfied Satisfied
Moderate Dissatisfied
17. How satisfied are you with our ability to provide you with the appropriate paperwork i.e,
acknowledgement, packing list etc that you need for doing business with us?
Highly Satisfied Satisfied
Moderate Dissatisfied
18. How satisfied are you with the responsiveness of our Customer Services team to your needs?
Highly Satisfied Satisfied
19. How satisfied are you with the technical expertise of our technical support group
Highly Satisfied Satisfied
Moderate Dissatisfied
84
20. How satisfied are with the packaging our products with respect to maintaining damage free
products?
Highly Satisfied Satisfied
Moderate Dissatisfied
21. Do you have any suggestions to improve the quality of BAJAJ products?
Yes No
If Yes, specify…………………………….
Dear Customer:
Questionnaire on Customer Satisfaction about Bajaj Electricals:
85
Name:
Address:
Occupation:
(1) Business □
(2) Salaried employee □
(3) Professional □
(4) Others: □ - Retired □ Housewife □ Student □
Gender: Male □ Female □
Age group: <20 □ 20-30 □ 30-40 □ 40-50 □ >50 □
1. Which household appliances do you use? (You can choose more than one)
(a) Iron (b) Mixer Grinder (c) Water Heater (d) Cooler (e) Microwave Oven
(f) Fans
2. Which factor(s) do you consider most to purchase the products? (You can choose more than
one)
(a)Product Quality (d) Durability
(b)Functionality/Features (e) Service Quality
(c)Price (f) Brand Name (g) Others
7: Do you agree that the product of Bajaj bears the latest technology products?
(a) Yes (b) No
8. Have you been offered any warranty card with your product?
(a) Yes □ (b) No □
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Moderate Dissatisfied
10. Have you come across any problems while using the product?
(a) Yes □ (b) No □
11. Have you lodged any complaint about the problem/defect in your product?
(a) Yes □ (b) No □
12. Within how much time your complaint has been resolved? (Give TICK mark)
(a) On the same day (b) Within two Days
(c) Within three days (d) More than three days
13. Are you satisfied with the after sales-service of your product?
Highly Satisfied Satisfied
Moderate Dissatisfied
14. Are you satisfied with the time taken by Bajaj to deliver your product after servicing?
Highly Satisfied Satisfied
Moderate Dissatisfied
15. Are you satisfied with the time taken by Bajaj to replace your product?
Highly Satisfied Satisfied
Moderate Dissatisfied
17: Are you satisfied with the post sales services provided by your dealer?
(a) Yes (b) No
18. How satisfied are you with the time taken to respond to telephone enquires?
Highly Satisfied Satisfied
Moderate Dissatisfied
20. How satisfied are you with the technical skill of our technician?
Highly Satisfied Satisfied
Moderate Dissatisfied
21. How satisfied are you with the speed in which problems were resolved?
Highly Satisfied Satisfied
Moderate Dissatisfied
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22. Would you recommend others to use the product you are using?
(a) Yes □ (b) No
88