Vishnu Final Project

A
STUDY
ON
CUSTOMER SATISFACTION
AT
PAPER WORLD
KOTI, HYDERABAD, TELANGANA
NAME: VISHNU DARAK
ROLL NO: 121418406006
Project submitted in partial fulfillment for the award of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION
ST.JOSEPH’S DEGREE & PG COLLEGE (AUTONOMOUS)

(AFFILIATED TO OSMANIA UNIVERSITY)
HYDERABAD
BATCH 2018 - 2021
St. Joseph’s Degree and PG College
Autonomous – Affiliated to OU
Reaccredited by NAAC with A Grade
King Koti, Hyderabad
DECLARATION
I hereby declare that the project work titled “A STUDY ON
CUSTOMER SATISFACTION AT PAPER WORLD” submitted to St.
Joseph’s Degree and PG College in partial fulfillment of the degree of
Bachelor of Business Administration is a record of original work done by
me under the supervision and guidance of Mr.N.Srinivas,Associate
professor St. Joseph’s Degree and PG College and this work has not been
submitted elsewhere for the award of any other degree.
Place: Hyderabad Vishnu Darak
Roll no.:
(121418406006)
II
III
ABSTRACT
Customer Satisfaction is a term frequently used in marketing, it is a measure of how
products or services supplied by a company meet or surpass customer expectation.
Customer Satisfaction is defined as “the number of customers or percentage of total
customers, whose reported experience with a firm, its products, or its services exceeds
specified satisfaction goals.
It is seen as a key performance indicator within business and is often part of a
balanced scorecard. In a comparative marketplace where businesses compete for
customers, customer satisfaction is seen a key differentiator and increasingly has
become a key element of business strategy.
The main objective of the study is to measure the level of satisfaction of customers of
Paper World and also examine the factors affecting the purposing patterns of the
customers, using various tools and techniques were used to analyze and interpret data.
Many responses were collected from the customer each having a different outlook
towards Paper World.
The study leads to many findings which would improve Paper World as a brand in the
market.
IV
ACKNOWLEDGEMENT
Gratitude is the fairest blossom which springs from the soul. This dissertation would not
have been possible without the guidance and the help of many individuals and
organizations. I would like to extent my sincere thanks to all of them.
I would like to express my deepest gratitude to Mr. L C Bhansali Jain, Head of

PAPER WORLD, Hyderabad for their guidance and constant supervision as well as
for providing necessary information regarding the project and also for their support in
completing the project.
I take immense pleasure in thanking Rev. Fr. D. Sunder Reddy, Principal, St.
Joseph’s degree and PG College for their encouragement and cooperation in carrying
out the project work.
I take immense pleasure in thanking Mrs. Danam Tressa, HOD, Department of

Business Management, St.Joseph’s degree and Pg College for their encouragement
and co operation.
I wish to express my deep sense of gratitude to my internal guide, Mr. N.Srinivas,

Associate Professor, Department of Business Administration who guided me in
excellent way as well as provided necessary information regarding the project, which
helped me in completing the project work in time.
VISHNU DARAK
V
TABLEOFCONTENTS
CHAPTER CONTENTS PAGENO.

I INTRODUCTION 1-5
1.1Introduction to the Study 1
1.2 Objectives of the Study 2
1.3 Need & Importance of the Study 2
1.4 Research Methodology 3
1.4.1 Research Design 3
1.4.2 Data Sources 3
1.4.3SampleDesign 4
1.4.3.1SampleSize 4
1.4.3.2SamplingTechnique 4
1.4.4 Tools&TechniquesusedforDataAnalysis 4
1.5 Scope of the Study 4
1.6 Chapterization 5
II LITERATURE REVIEW 6-33
2.1MeaningandDefinition 6-10
2.2Objectives 11-18
2.3CharacteristicsandNature. 18-20
2.4Process 20
2.5Importance 21
2.6Methods 22-24
2.7Models 24-26
2.8Merits,DemeritsandLimitations 27-28
2.9Articles 29-33
VI
III INDUSTRY&COMPANYPROFILE 34-44
3.1INDUSTRYPROFILE 34
3.1.1 Introduction to industry 34-35
3.1.2 Present scenario of industry 35
3.1.3 PESTELAnalysis 36-37
3.2 COMPANY PROFILE

38
3.2.1 History of the Company
38
3.2.2 Vision and Mission of the Company
39
3.2.3 Organizational Structure
40
3.2.4 Products and Services Provided by The Company
41-43
3.2.5 SWOT Analysis
44
3.2.6 Corporate Social Responsibility
44
IV DATAANALYSIS&INTERPRETATION 45-59
V FINDINGS,SUGGESTIONS&CONCLUSIONS 60-62
5.1Findings 60-61
61
5.2Suggestions
61
5.3Conclusion
62
5.4Limitationstothestudy
BIBILOGRAPHY
QUESTIONNARRE
VII
LISTOFTABLES
CHAPTERNO TABLETITLE PAGENO
IV 4.1DEALINGSWITHPAPERWORLD. 45
4.2PRODUCTSATISFACTION 46
4.3SERVICESATISFACTION 47
4.4EXPECTATIONSFROMPAPERWORLD 48
4.5COMPARISIONOFPAPERWORLDWITHOT 49
HERS
4.6INTRODUCTIONOFPAPERWORLDTOPEOP 50
LE
4.7MARKETINGSTRATEGYOFPAPERWORLD 51
4.8MODEOFDISPATCHFORINTIMEDELIVER 52
Y.
4.9DIFFICULTYINDEALINGWITHPAPER 53
WORLD.
4.10PRICINGOFPAPERWORLD. 54
4.11NEEDSINCHANGESINDEALINGSOF 55
PAPERWORLD
4.12CUSTOMERSATISFACTION 56
4.13EXPERIENCESWITHPAPERWORLD. 57
4.14STOCKOUTPROBLEMSWITHPAPERWOR 58
LD.
4.15PAPERWORLDASASUCCESSFULBRAND 59
11
LIST OF PIECHARTS
CHAPTERNO PIECHARTTITLE PAGENO
IV 4.1 DEALINGSWITHPAPERWORLD. 45
4.2 PRODUCTSATISFACTION 46
4.3 SERVICESATISFACTION 47
4.4 EXPECTATIONSFROMPAPERWORLD 48
4.5 49
COMPARISIONOFPAPERWORLDWITHOTHER S
4.6 50
INTRODUCTIONOFPAPERWORLDTOPEOPLE
4.7 MARKETINGSTRATEGYOFPAPERWORLD 51
4.8 MODEOFDISPATCHFORINTIMEDELIVERY. 52
4.9 DIFFICULTYINDEALINGWITHPAPER 53
WORLD.
4.10 PRICINGOFPAPERWORLD. 54
4.11 NEEDSINCHANGESINDEALINGSOF 55
PAPERWORLD
4.12 CUSTOMERSATISFACTION 56
4.13 EXPERIENCESWITHPAPERWORLD. 57
4.14 58
STOCKOUTPROBLEMSWITHPAPERWORLD.
4.15 PAPERWORLDASASUCCESSFULBRAND 59
CHAPTER I
INTRODUCTION
INTRODUCTION TO THE STUDY

“Satisfaction is the consumer’s fulfilment response. It is a judgment that a product or
service feature or the product of service itself, provided a pleasurable level of
consumption-related fulfilment, including levels of under or over fulfilment” (Oliver,
1997).
Customer Satisfaction is a term frequently used in marketing, it is a measure of how

products or services supplied by a company meet or surpass customer expectation.
Customer Satisfaction is defined as “the number of customers or percentage of total
customers, whose reported experience with a firm, its products, or its services exceeds
specified satisfaction goals.
It is seen as a key performance indicator within business and is often part of a balanced
scorecard. In a comparative marketplace where businesses compete for customers,
customer satisfaction is seen a key differentiator and increasingly has become a key
element of business strategy.
Organizations need to retain existing customers while targeting non-customers. Measuring

customer satisfaction provides an indication of how successful the organization is at
providing products or services to the marketplace.
“Customer Satisfaction provides a leading indicator of consumer purchase intentions and

loyalty. “Customer Satisfaction data are among the most frequently collected indicators of
market perceptions. Their principle use is twofold”
1
OBJECTIVES OF THE STUDY
1. To study about various levels of customer satisfaction
2. To study the strategies of retaining customers
3. To understand the factors affecting customer satisfaction
4. To study what measures do they take for giving a delightful experience to the
customers
5. To give relevant findings and suggestions.
NEED AND IMPORTANCE OF THE STUDY
Customer satisfaction is important because it provides marketers and business

owners with a metric that they can use to manage and improve their businesses.
Here are the top six reasons why customer satisfaction is important:
1. It’s a leading indicator of consumer repurchase intensions and loyalty

2. It is a point of differentiation
3. It reduces customer churn
4. It increases customer lifetime value.
5. It reduces negative word of mouth
6. It is cheaper to retain customers than acquire new ones.
2
RESEARCH METHODOLOGY
An exploratory design will be adopted. Further the researcher will be touched the
descriptive researcher design and casual analysis to relate between different variables.
Exploratory research is one which largely interprets the available information on the study
and it lays emphasis on the analysis and interpretation of the exiting and available
information. This research is generally useful when we use the information will be
collected for three sources, viz, study of secondary sources, discussion with individuals
and analyzing some specific case.
RESEARCH DESIGN
A research design is the set of methods and procedures used in collecting and
analyzing measures of the variables specified in the problem research. The design of a
study defines the study type (descriptive, correlation, semi-experimental, experimental,
review, meta-analytic) and subtype data collection methods and a statistical analysis plan.
A research design is a framework that has been created to find answers to research
questions.
The present research is Descriptive in nature as it seeks to discover new ideas find new
insights.
DATA SOURCES
Primary Data
The primary data are collected a fresh and thus happens to be original in character. They
are gathered using various primary methods such as observation, interview, or through
questionnaire or schedules.
The information in the following study is collected by using questionnaire method wherein
the set of questions were sent to the employees of the organization.
3
Secondary Data
The data is collected from various sources like magazines, journals, scholarly articles,
research papers and various authentic websites.
SAMPLE DESIGN
In the theory of finite population sampling, a sampling design specifies for every possible
sample its probability of being drawn.
SAMPLE SIZE
The sample size would be the customers of the paper world who would prefer giving
responses to the survey. The sample size is limited to 62 respondents.
SAMPLING TECHNIQUE
The samples were chosen using Simple Random Sampling.
STATISTICAL TOOLS & TECHNIQUES USED

 Pie Chart
 Tables
 Questionnaire
SCOPE OF THE STUDY

The study aims to measure satisfaction level of the customers regarding Paper
World Company. The area within which the study was conducted regarding the
information is primary data. To sum up, the study deals in the area of “Customer
satisfaction on the Products of Paper World.” of PAPER WORLD customers in
Hyderabad. The scope of the study is restricted to Paper World in Koti for a period
of 45 days.
4
CHAPTERIZATION
CHAPTER I
This chapter contains introduction, need for the study, objectives of the study, research
methodology, statistical tools & techniques used, and scope of the study.
CHAPTER II
This chapter focuses on the review of literature related to customer satisfaction.
CHAPTER III
This chapter gives complete detail of the industry and company profile.
CHAPTER IV
It encompasses of data collected, analyzed and represented in the form of graphs followed
by interpretation.
CHAPTER V
This chapter focuses on major findings, verification of hypotheses and suggestions for
future research.
5
CHAPTER II
LITERATURE REVIEW
Customer satisfaction has been a popular topic in marketing practice and academic
research since Cardozo’s initial study of customer effort, expectations and satisfaction.
Despite many attempts to measure and explain customer satisfaction, there still does not
appear to be a consensus regarding its definition.
Customer Satisfaction is typically defined as a post consumption evaluative judgment

concerning a specific product or service. It is the result of an evaluative process that
contrasts pre purchase expectations with perceptions of performance during and after the
consumption experience (Oliver, 1980). The most widely accepted conceptualization of the
customer satisfaction concept is the expectancy disconfirmation theory McQuitty, Finn and
Wiley, 2000.
CUSTOMER SATISFACTION MEANING AND DEFINITION
Customer satisfaction is a term frequently used inmarketing.It is a measure of how

products and services supplied by a company meet or surpasscustomerexpectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specifiedsatisfactiongoals.
The Marketing Accountability Standards Board(MASB)endorses the definitions, purposes,

and constructs of classes of measures that appear as part of its on-going Common
Language in Marketing Project. In a survey of nearly 200 senior marketing managers, 71
per cent responded that they found a customer satisfaction metric very useful in managing
and monitoring their businesses.
6
In literature antecedents of satisfaction are studied in different aspects. The considerations
extend from psychological to physical and from normative to positive aspects. However in
most of the cases the consideration is focused on two basic constructs as customers
expectations prior to purchase or use of a product and his relative perception of the
performance of the product after using it.
A customer’s expectations about a product tell us how he or she anticipates how that
product will form. As it is suggested in the literature consumers may have various types of
expectations when forming opinions about a product’s anticipated performance.
It is considered that customers judge products on a limited set of norms and perceptions. In
some research studies scholars have been able to establish that customer satisfaction has a
strong emotional connect still others show that it has a cognitive mindset and some other
set of norms.
It is seen as a key performance indicator within business and is often part of aBalanced
Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.
It can be measured among various dimensions. As research on consumer experiences

grows, evidences suggest that consumer purchases goods and services for a combination of
two types of benefits hedonic and utilitarian.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product to service.
Philip Kotler defines customer satisfaction as a 'person's feeling of pleasure or

disappointment, which resulted from comparing a product's perceived performance or
outcome against his/her expectations.
Customer satisfaction is measured at individual level but is mostly measured at aggregate
level.
It can be measured among various dimensions. As research on consumer experiences
grows, evidences suggest that consumer purchases goods and services for a combination of
7
two types of benefits hedonic and utilitarian.
the state of satisfaction will vary from person to person and product to service.
The usual measures of customer satisfaction involve a survey using Likert scale. The
customer is asked to evaluate each statement in terms of their perceptions and expectations
of performance of the organisation being measured.
8
Concept of satisfaction
The existence of many companies on the market is conditioned with a number of

satisfied customers. Customers are the key factor of the existence and company
development on the market. It is obvious then, that firms, which want to face the
competition, need to provide valuable and unique terms to their customers, that will
satisfy their needs. This satisfaction includes not only thefeelings associated with the
purchasing process, but also the atmosphere.
Customer Satisfaction
Customer satisfaction is a term used to describe a scenario when an exchange meets the
needs and expectations of its user. It captures the provision of goods or services that fulfil
the customer’s expectations in terms of quality and service in relation to the price paid.
Customer satisfaction, as a business term, can also be used to measure how the supply of
products or services surpasses customer expectations.
Customer satisfaction with a purchase depends on how well the product’s performance
lives up to the customers’ expectations. Customer satisfaction is a key influence on future
buying behaviour. Satisfied customers buy again and tell others about their good
experiences dies-satisfied customers of ten switches to competitors and disparage the
products to others.
Customer satisfaction depends on the product’s performance relative to a buyer’s expectation, the customer
is dissatisfied. If preference matches expectations, the customer is satisfied. If preference is exceeds
expectation, the customer is highly satisfied or delighted outstanding marketing insurance companies go out
of their way to keep their customer satisfied.The key is to match customer expectations with company.
9
It is not easy to recognize and satisfy the consumers’ needs, expectations and
habits, and knowing them doesn’t guarantee success on the market, because consumer
behaviour is not rational. Among the methods, which can verify the consumer satisfaction
of purchase or service, there is not one, universal method which would enable to express
this issue in a comprehensive manner.
The idea of the customer satisfaction is understood differently. At its base there is a
concept of needs and their fulfilling. Various understanding of the needs and emotional
states associated with them leads to an alternating treatment of satisfaction, and to a
different approach to its measurement. At present, science cannot unequivocally answer,
what is the customer satisfaction and what factors determine it. This makes the
existence of several methods management systems, there are some tries to standardize the
approach to measuring customer satisfaction, but these regulations in nature are very
general.
Customers are the best source of information. Whether to improve an existing product or
service or whether firms are planning to launch something new. There is no substitution for
“getting it from horse’s mouth” When you talk to your customer directly, to increase your
odds for achieving success you mistake proof your decisions and work on what really
matters. When you routinely ask the customers for feedback and involve them in business
they, in turn, become committed to the success of your business.
Why Organizations Focus on Customer Satisfaction

"Customer satisfaction is measured at the individual level, but it is almost always reported
at an aggregate level. It can be, and often is, measured along various dimensions. A hotel,
for example, might ask customers to rate their experience with its front desk and check-in
service, with the room, with the amenities in the room, with the restaurants, and so on.
Additionally, in a holistic sense, the hotel might ask about overall satisfaction 'with your
stay.
10
Businesses monitor customer satisfaction in order to determine how to increase their
customer base, customer loyalty, revenue, profits, market share and survival. Although
greater profit is the primary driver, exemplary businesses focus on the customer and
his/her experience with the organization. They work to make their customers happy and
see customer satisfaction as the key to survival and profit. Customer satisfaction in turn
hinges on the quality and effects of their experiences and the goods or services they receive
Organizations need to retain existing customers while targeting non-customers. Measuring
customer satisfaction provides an indication of how successful the organization is at
providing products and/or services to the marketplace.
As research on consumption experiences grows, evidence suggests that consumers purchase

goods and services for a combination of two types of benefits: hedonic and utilitarian.
Hedonic benefits are associated with the sensory and experiential attributes of the product.
Utilitarian benefits of a product are associated with the more instrumental and functional
attributes of the product (Batra and Athola 1990).
the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and
recommend rate. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can compare the
organization's products.
Work done by Parasuraman, Zeithaml and Berry (Leonard Lbetween 1985 and 1988
provides the basis for the measurement of customer satisfaction with a service by using the
gap between the customer's expectation of performance and their perceived experience of
performance. This provides the measurer with a satisfaction "gap" which is objective and
quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman,
Zeithaml and Berry as two different measures (perception and expectation of performance)
into a single measurement of performance according to expectation.
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12
CUSTOMER SATISFACTION OBJECTIVES, TYPES AND
FUNCTIONS
The main aim of analysing consumer behavior is to maximize the utility behavior of
consumers......The consumer behavior analysis is aimed at studying the factors, such
as tastes, preferences, and different moods of consumers, which affect their utility
behavior.
The objectives of consumer behaviour analysis are mostly consumer researches

undertaken to find out the attitudes of the consumer about a product. Their preferences,
likes and dislikes which lead to the further modernization of the sales strategies by the
marketer.
Researches can be conducted to find out the percentage of people using a certain
product or facility (a pager or mobile phone).Researchers may also like to know types
of consumers and their demographic characteristics for a particular product. They may
also like to experiment with new promotional campaigns, and since these campaigns
require a lot of expenditure, they may do researches to be sure of the campaign’s
success, before the final launch of the campaign.
Qualitative research design is undertaken to come up with new ideas, and in this
design,brain storming tools and other face to face techniques with experts are used.
This is confined indoors, and is less expensive than the quantitative research.
Quantitative research design is used in the market place where we have to interview
people, to find out the number of persons using the product, or how frequently they use
the In today’s world, we buy lot of things, use them till they wore out and then we
throw them, but sometimes it also happens that we go out to buy something for
example to buy a soap, if we think we actually follow steps before buying any product
13
or like for example any soap. First we look for the shop that we frequently visit like
98.4, Apollo pharmacy, and other kirana store where we can find our product which is
soap. After selecting the store that we will go we look out for the availability of
different brands of soaps or we can say we look for the number of brands that the store.
Sometimes we go to the store look out for the option and when we don’t find much
option we move out of the store and try some different store. The next step we follow
after getting in the right store where there are many options then we look out for the
soaps that are advertised more for example, Dove, Lux and other brands. The step that
we follow is the packing of the product and the labeling that it has got. For example
Medimix is an Ayurvedic soap, but the packing and labeling of the product is not that
much attractive and not much information is given about the product which result in
the loss of the customers. So the next step we follow is either the soaps brand we have
choose, is it satisfying our desire for example Lux advertise itself a soap that has got
good fragrance, not too harsh and moistures. If the product is able to throwing satisfy
our desire then we might buy or may think to look at another brand that is also
satisfying the desire. After choosing the right soap that we need we will smell the
fragrance of the soap and if we feel that the fragrance of the soap is bearable and it is
delightful then we will buy the soap but if the fragrance of the soap is not good and the
packing is dull then the customer will never choose or think about the soap of Lux.
In addition to a clear statement defining customer satisfaction, any successful customer

survey program must have a clear set of objectives that, once met, will lead to improved
performance. The most basic objectives that should be met by any customer surveying
program include the following:
1. Understanding the expectations and requirements of your customers.
2. Determining how well your company and its competitors are satisfying these
expectations and requirements.
3. Developing service and/or product standards based on your findings.
4. Examining trends over time in order to take action on a timely basis.
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5. Establishing priorities and standards to judge how well you’ve met these goals.
Careful consideration must be given to what the organization hopes to accomplish, how the
results will be disseminated to various parts of the organization, and how the information
will be used.
There is no point asking customers about a particular service or product if it won’t or can’t
be changed regardless of the feedback.
Conducting a customer satisfaction survey program is a burden on the organization and its
customers in terms of time and resources. There is no point in engaging in this work unless
it has been thoughtfully designed so that only relevant and important information is
gathered. This information must allow the organization to take direct action. Nothing is
more frustrating than having information that indicates a problem exists but fails to isolate
the specific cause. Having the purchasing department of a manufacturing firm rate the sales
and service it received on its last order on a survey scale of 1 to 6 would yield little about
how to improve sales and service to the manufacturer.
TYPES OF CUSTOMER SATISFACTION
1. NET PROMOTER SCORE
NPS surveys are typically sent out to customers through email surveys or text messages.
However, for online businesses, they sometimes also appear as a pop-up or chat box on the
site.Ask nicelyis one example of a customer feedback software that collects NPS data and
provides businesses with NPS insights.
Businesses use NPS to measure customer loyalty and overall customer sentiment, instead
of feedback on a specific product or experience. NPS is widely used across many
industries, so it can be a good tool to measure your customer loyalty and satisfaction
against competitors. NPS can also be used to identify detractors, or customers likely to
switch to competitors or spread negative feedback about your business.
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2. CUSTOMER SATISFACTION TO SURVEY
CSAT, or customer satisfaction survey, is used to measure a customer’s satisfaction with

your products or services (unlike NPS, which is used to gauge customer loyalty). CSAT
surveys consist of a variation of the question how would you rate your product or service?
Only customers who choose “Satisfied” or “Very Satisfied” are considered satisfied
customers. To calculate your business’ CSAT score, take your number of satisfied
customers and divide by the total number of survey respondents, then multiply by 100.
Therefore, if you have 100 survey respondents and 70 of them responded “Satisfied” or
“Very Satisfied,” your CSAT score would be 70%.
(70 / 100 = .7) x 100 = 70%
Businesses should use a CSAT survey to measure whether or not their products and
services are meeting customer expectations. CSAT surveys allow businesses to fix
individual customers service issues and look at how specific products and services are
performing overall. For example, if customers consistently rate a product as a 1 through 3,
it needs to be improved. If customers consistently rate an item as a 4 or 5, it’s a strong
product that you should promote.
3. POST PURCHASE SURVEY
This type of survey should be used to pinpoint specific areas of the business that need to be
improved. For example, if your NPS score is low, using post-purchase surveys helps
businesses understand whether they need to focus their attention on their customer service
or quality of products.
Post-purchase surveys are sent to customers after they have bought a product or a service
from your company. These types of surveys are meant to get feedback on the specific
experience the customers had with this transaction (as opposed to a survey like NPS, which
gauges overall loyalty).
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Post-purchase surveys can be open-ended, but typically they ask customers to rank
different aspects of their experience on a scale of “Strongly Disagree” to “Strongly Agree”
or “Poor” to Excellent.” Since these surveys can be longer than one question, they are
typically sent via a link in an email.Constant Contactis a popular email marketing service
that offers survey tools. They have a free 60-day trial, and packages with survey features
start around $40 per month.
4. PRODUCT OR SERVICE DEVELOPMENT SURVEY
Also known as Concept Testing, development surveys are sent to customers before
businesses launch a new product to get a feel for how likely existing customers are to
purchase the product. The goal of a product development survey is to see if the new
product or service is profitable and/or receive feedback to make improvements on the
product before launching it.
For this survey, you want to show customers a sample of the product you are testing, either
inperson or online, including price. Then, ask questions to gauge their reactions to the
product and leave space for open-ended feedback. These surveys are best to send to your
most loyal customers and your highest spending customers.
5. USABILITY SURVEY
Usability surveys, or user experience surveys, are used by online businesses to receive
feedback on their website to create a better experience for the customer. These surveys
usually pop up while a shopper is on your site. They can be multiple-choice questions,
open-ended questions, or even live messaging that directs shoppers to the information they
are looking for.
Usability surveys are best for trying to improve the customer experience, streamline
content, or improve website navigation. There are many survey and messaging tools that
can help collect customer feedback and provide a better shopping experience, such as
Fresh chat. Fresh chat is a messaging tool that uses artificial intelligence bots and your own
17
customer service team. Fresh chat has a free version and offers a 30-day free trial for other
plans.
FUNCTIONS OF CUSTOMER SATISFACTION.
1. A Loyal customer is a treasure you should keep and hide from the world
According to the White House Office of Consumer Affairs, on average,loyal customers are
worth up to 10 times as much as their first purchase.Some research says that it is 6-7 times
more expensive to acquire a new customer than it is to keep a current one.
Banks or mobile providers know it best, so they don’t have any problem with going the
extra mile for a customer who is not quite satisfied and often offer him something special.
Not only it is more expensive but also much more difficult to keep existing and loyal
clients (let alone keeping them fully satisfied and happy!) than to gain some new ones.
2. They can stop being your clients in a heartbeat

Is not rocket science, nowadays clients easily switch their love brands. It is often caused by
terrible customer service. Clients waiting for ages to get feedback or comment from a
brand Unacceptable!
But it still happens. And gaining clients’ trust takes up to
You can’t gain customers’ satisfaction forever; you need to look after them all the time.
Try to talk to them, instead of to them. Ask questions, offer constant support, send
personalized messages or offers, use targeted website surveys, email surveys or any other
technique that will help you communicate with your customers.
Take care of each and every one of your clients’ need and you’ll be rewarded with their
gratitude and loyalty. Sounds like a good deal, doesn’t it? Brands often take their audience
for granted, and they’ve never been so wrong – one decision, or lack of it, can result in
losing a lot of clients and their respect.
That’s why measuring clients’ satisfaction is so important.
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3. It’s (all) about the money, too
It shouldn’t be surprising, but customer satisfaction is also reflected in your revenue.
Customers’ opinion and feelings about the brand can affect, in both positive and negative
way, the essential metrics – such as the number mentions and repeated transactions, and
also customer lifetime value or customer churn.
Happy customers won’t look at your competitors offers – they will happily interact with
your brand again, make a purchase and recommend the product further. If you meet all of
their requirements and answer their needs while delivering the best quality of your
services, they will be fully satisfied.
Not to mention your brand will increase sales revenue!
Measuring customer satisfaction should become your daily habit – not something you do
from time to time and only if you’re about to face crisis management. If you don’t know
how to do it right, you can take a look at ourguide to measuring customer satisfactionto
make things easier.
4. Great customer experience can take your brand places

The importance of customer satisfaction should never be neglected. You should consider it
especially while planning your marketing and positioning campaigns. Satisfied customers
are more likely to share your content across social media.
They will also more keenly interact with your posts, leaving some delightful and admirable
comments. Later you can use it as the source for case studies and success stories. Begin an
example of a company that provides a ravishing customer satisfaction? Every brand should
aim for it.
5. Customer satisfaction is a factor that helps you stand out of the competition
Your competitive rivals are just waiting for you to make a wrong move. What is more, they
can often play the role of an instigator. Being prepared for their provocations is not enough
19
if you don’t know how to deal with the negative backlash. However, if you provide your
customers with amazing customer service, you will gain arguments to convince those
uncertain of your services.
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CHARECTERISTICS, NATURE.
Marketing a business's products and services is no easy task. However, by paying

particular attention to customer characteristics, small-business owners can shape their
marketing and promotion strategies to meet the wants and needs of their potential and
current clients.
Consumer behavior is the part of human behavior. This cannot be separated. Human
behavior decides what to buy, when to buy etc.This is unpredictable in nature. We cannot
say that what an individual is going to do in the next moment. Based on the past behavioral
pattern one can at least estimate like the past he might behave.
Learning the consumer is difficult and complex as it involves the study of human beings.
Each individual behaves differently when he is placed at different situations. Every day is a
lesson from each and every individual while we learn the consumer behavior. Today one
may purchase a product because of its smell, tomorrow it may vary and he will purchase
another due to some another reason.
Consumer behavior is dynamic. A consumer’s behavior is always changing in nature. The

taste and preference of the people vary. According to that consumers behave differently. As
the modern world changes the consumer’s behaving pattern also changes.
Consumer behavior is influenced by psychological, social and physical factors. A consumer

may be loyal with a product due to its status values. Another may stick with a product due
to its economy in price. Understanding these factors by a marketer is crucial before placing
the product to the consumers.
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Study of consumer behavior is crucial for marketers. Before producing a product or
launching a product, he has to go through a clear analysis of the consumer behavior. If
the people or prospects reject the product, he has to modify it.
Consumer behavior is a continuous process as it involves the process starts before the
buying and continuing after purchasing. Before buying there will be high confusions
and expectations about the product. After buying it, if the buyer is satisfied with the
product he shows a positive behavior , otherwise negative.
Psychographics
The concept of psychographics is used by marketers to identify customers based on their
personalities, values and interests. These factors all influence the loyalty customers will
show to your business. Brand loyalty is important for small-business owners, because those
businesses often are competing against larger, more-efficient companies for the same
customers. If you are able to identify the characteristics that motivate people to want to buy
from your company, you are on the right path to retaining these customers in the long haul.
Demographics
Demographics are the basic building blocks of marketing. You will often hear
demographics being referred to as "segments" of a market, because they refer to
identifiable characteristics of your customers. Demographics include traits such as age,
gender, race and ethnicity, profession, income level, education level and marital status. All
of these characteristics can be grouped so that your business targets its marketing to
women between the ages of 25 and 35 or professionals earning more than $50,000 per
year. In other words, demographics are useful ways to categorize your customers and
potential customers based on their lifestyle and innate characteristics.
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Behavioural Analysis
Closely related to psychographics, behavioural analysis can be used in marketing to seek
out the likelihood of developing strong relationships with your potential customers. The
questions that you should seek to ask here include: Why would the customer buy from me
as opposed to my competitor? What are the attitudes of my current customers? Are the
costs of my products in line with consumer expectations? The answers to these questions
will help you price your products and market them accordingly.
Linguistics
Finally, an important task in marketing for small businesses is being able to speak the
"language" of your customers. The way that customers communicate varies depending on
age, gender, ethnicity, level of education and spending power. Small businesses that want
to be successful in engaging with customers are able to target their marketing messages in
a way that makes sense to the consumer.
PROCESS
Efficient customer satisfaction management requires a long term vision and strategy, and a
dedicated central Customer Satisfaction Manager who nurtures and protects the customer
satisfaction process. For consistency and transparent survey processes it must be clear for
the organization which manager is responsible for the customer satisfaction process.
Because of that I recommend to assign an quality employee to the Customer Satisfaction
Manager role.
To coordinate continuous improvement efforts all activities should be processed according

a plan, do, check, act Deming cycle. It both emphasizes and demonstrates that the customer
satisfaction program should start with careful planning, should result in effective action
and last but not least should be measured and checked in a continuous and consistent
PDCA cycle:
1. Plan (Central Customer Satisfaction Manager)
2. Establish the survey objectives and processes necessary to deliver results in

23
accordance with the expected output.
3. Plan survey invitations, reminders and closure
4. Do (Central Customer Satisfaction Manager)
5. Implement and execute the survey processes
6. Check (Central Customer Satisfaction Manager)
7. Measure the processes and compare the results against the expected results to
ascertain any differences.
8. Analyse survey response data
9. Act (Sales, Purchase and Logistic Manager)
10. Compile customer satisfaction reports
11. Analyse customer satisfaction reports
12. Select focal areas and determine their cause. Each will be part of either one or more
of the PDCA steps.
IMPORTANCE
1. It is a leading indicator of consumer repurchases research and loyalty.
2. It is a point of differentiation
3. It reduces customer churn
4. It increases customer life time value
5. It reduces negative word of mouth
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METHODS OF CUSTOMER SATISFACTION
Managing customers’ satisfaction efficiently is one the biggest challenge an organization

face. The tools or methods to measure customer satisfaction needs to be defined
sophisticatedly to fulfill the desired norms.
There are following methods to measure customer satisfaction
DIRECT METHODS
Directly contacting customers and getting their valuable feedback is very important.
Following are some of the ways by which customers could be directly tabbed:
1. Getting customer feedback through third party agencies.
2. Direct marketing, in-house call centers, complaint handling department could be

treated as first point of contact for getting customer feedback. These feedbacks are
compiled to analyze customers’ perception.
3. Getting customer feedback through face to face conversation or meeting.
4. Feedback through complaint or appreciation letter.
5. Direct customer feedback through surveys and questionnaires
Organizations mostly employ external agencies to listen to their customers and provide
dedicated feedback to them. These feedbacks needs to be sophisticated and in structured
format so that conclusive results could be fetched out. Face to face meetings and complaint
or appreciation letter engages immediate issues. The feedback received in this is not
uniformed as different types of customers are addressed with different domains of
questions. This hiders the analysis process to be performed accurately and consistently.
Hence the best way is to implement a proper survey which consists of uniformed
questionnaire to get customer feedback from well segmented customers. The design of the
prepared questionnaire is an important aspect and should enclose all the essential factors of
business. The questions asked should be in a way that the customer is encouraged to
25
respond in an obvious way. These feedback could receive by the organizations can be
treated as one of the best way to measure customer satisfaction.
Apart from the above methods there is another very popular direct method
which is
‘surprise market visit’. By this, information regarding different segment of products and
services provided to the customers could be obtained in an efficient manner. It becomes
easy for the supplier to know the weak and strong aspects of products and services.
INDIRECT METHODS
The major drawback of direct methods is that it turns out to be very costly and requires a
lot of pre compiled preparations to implement. For getting the valuable feedbacks the
supplier totally depends on the customer due to which they loses options and chances to
take corrective measure at correct time. Hence there are other following indirect methods
of getting feedback regarding customer satisfaction:
1. Customer Complaints: Customer’s complaints are the issues and problems

reported by the customer to supplier with regards to any specific product or related
service. These complaints can be classified under different segments according to
the severity and department. If the complaints under a particular segment go high in
a specific period of time then the performance of the organization is degrading in
that specific area or segment. But if the complaints diminish in a specific period of
time then that means the organization is performing well and customer satisfaction
level is also higher.
2. Customer Loyalty: It is necessarily required for an organization to interact and
communicate with customers on a regular basis to increase customer loyalty. In
these interactions and communications it is required to learn and determine all
individual customer needs and respond accordingly. A customer is said to be loyal
if he revisits supplier on regular basis for purchases. These loyal customers are the
satisfied ones and hence they are bounded with a relationship with the supplier.
26
Hence by obtaining the customer loyalty index, suppliers can indirectly measure
customer satisfaction.
MODELS
It is now well understood that retaining old customers is more profitable than attracting
new customers. Several studies have shown that customer loyalty is dependent on the
customer’s perception of the quality of the goods or services provided. The customer
loyalty-customer satisfaction association is one of the most vital relationships for
marketing theory and practice. The extant literature posits customer satisfaction as the
primary driver of customer loyalty. The challenge than for the businesses is to deal with
customer satisfaction. The businesses have to answer questions like what products and
services can be offered to the customer to provide a high level of customer satisfaction?
Which features and attributes of the offerings are likely to provide or drive greater
satisfaction to the customers? Among the methods used to answer these questions and
analyze the CNs, the Kano model has been widely considered by the industries as an
effective tool owing to its convenience in classifying CNs based on survey data.
The Kano Model of Customer (Consumer) Satisfaction
The Kano Model of Customer Satisfaction classifies product attributes based on how they
are perceived by customers and their effect on customer satisfaction. These classifications
are useful for guiding design decisions in that they indicate when good is good enough, and
when more is better. The Kano Model is also known as “Kano Analysis” was created by
Japan’s Dr.Noriaki Kano in 1984 and to this day it remains to be a useful tool in Product
and Service Development. The model brings out the nonlinear relationship between the
product performance and customer satisfaction. The model divides product attributes into
four categories: threshold, performance, excitement and indifferent.
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THRESHOLD ATTRIBUTES
These are the attributes that are expected by the customers and therefore are the “musts” of
a product or service. These are the points of parity and do not provide an opportunity for
product differentiation. Improving the performance of these attributes do not guarantee
increased customer satisfaction and may only add to the cost of product. What is important
is the absence or even poor performance of these attributes would cause great
dissatisfaction. Threshold attributes are not typically captured in Quality Function
Deployment (QFDs). For example, a threshold attribute can be four wheels in a car.
PERFORMANCEATTRIBUTES
Performance attributes are those for which more is merrier. The better fulfillment leads to
linear increment of customer satisfaction and absence or poor performance of these
attributes will diminish the customer satisfaction. Most data from Voice of the Customer
(VOC) will reflect these attributes. The price for which customer is willing to pay for a
product is closely tied to performance attributes. For example, customers would be willing
to pay more for a car that provides them with better fuel economy.
EXCITEMENTATTRIBUTES
These attributes are not expressed by the customers explicitly and are generally unexpected
by the customers. The presence of these attributes delights the customer and results in high
satisfaction. The absence of these attributes however does not cause dissatisfaction. The
excitement attributes are seen to meet the latent needs of the customers. The marketers can
build on these attributes to delight the customers and gain competitive advantage. A point
to be noted here is that today’s excitement attribute would evolve into performance
attribute in near future and finally could end up as a threshold attribute. An example could
be power steering in a car.
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INDIFFERENT ATTRIBUTES
There are some attributes of products that do not exactly fall into any of the above three
categories discussed above. This is because of their little or no importance to the customer.
They do influence the decision making. Take the example of a plate listing part numbers
which can be found under the hood on many vehicles for use by repairpersons. Similar
attributes are termed as ‘Indifferent Attributes’.
An ideal product should have all the basic attributes, maximize the performance attributes
and incorporate as many “excitement” attributes as possible at a price that is affordable.
USES
The model is a useful tool for manufacturing and service sectors alike in analyzing the
attributes of a product or a service in order to make better product decisions. Some
researchers have also looked into the degree of importance attached to the attributes by the
customers. The argument is that the degree of importance is a critical dimension at the
evaluation stage by the customers. On this basis they have developed a refined model.
According to these researchers, the refined Kano’s model is not only a useful practical tool
for industries, but is also a theoretical model for academic research. A discussion on the
refined model is out of scope of this article.
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MERITS, DEMERITS AND LIMITATIONS
MERITS
Up-to-date feedback: Gather current customer feedback on various aspects of your

company. You can stay on top of customer trends through regularly scheduled online
surveys or email surveys, and receive instant customer feedback. It is always useful
to acquire insight into how your customers are currently reacting to all aspects of your
business.
1. Benchmark results: You can administer the same survey every so often to
customers to gain continued insight into your customers. Surveys can have the
same questions, which will allow you to compare data over time and benchmark
survey data across previous years to determine if any changes need to be made.
2. Show that you care:Customers like to be asked for their feedback.It gives the
customer the perception that your co mpany values them; is committed to keeping
them as a longterm customer; and bases business decisions on their feedback.
DEMERITS
1. Too many surveys, so little time: Your customers are bombarded with online
surveys.
Surveys may be simple to complete, however, some people simply don’t like to
complete them. Sending surveys too often can irritate customers and lead to
customer burnout. Customer burnout can result in low response rates or result in
lower satisfaction scores, despite your reputation for providing excellent products
or services.
2. Privacy Issues: We live in a high-tech environment filled with daily doses of

unwanted junk email, email solicitations, and sales calls. When taking an online
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survey or a phone survey (or any type of survey), it is hard for your customers to
believe that they aren’t being tracked. Because of insecurities of releasing private
information, customers today are hesitant in giving out information that may lead to
more junk email and unwanted calls. Make certain to assure customers that the
information they provide in response to your customer satisfaction surveys will not
be used. Without this disclaimer, it may be difficult to receive a good response rate.
LIMITATIONS
1. Expected versus delivered value is being measured – CSAT is NOT necessarily a

measure of overall value or quality of the firm and its offerings
2. High CSAT scores may be simply a reflection of low expectations of the firm
3. High CSAT scores may not deliver increased profitability (and may even have a
negative financial impact – primarily due to the firm over-delivering increased
customer value)
4. Existing customers will adjust their expectations to the value regularly being
delivered, resulting in most customers being “just satisfied" (reflected in average,
not high, CSAT scores). This means that it is difficult (high effort and cost) to
maintain very high satisfaction scores over a long period of time
5. More engaged and involved customers are more likely to participate in optional
market research surveys, such as online surveys, potentially leading to an
overestimation of CSAT levels
6. There are better measures available – for the aggregate of factors that customer
satisfaction is suggested to address (which include of loyalty, customer
profitability, likeability of the firm, word-of-mouth potential, and so on)
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ARTICLES
1) An Investigation into the Determinants of Customer Satisfaction
AUTHOR Gilbert A. Churchill, Jr.,Carol Surprenant
The authors investigate whether it is necessary to include disconfirmation as an

intervening variable affecting satisfaction as is commonly argued, or whether the effect
of disconfirmation is adequately captured by expectation and perceived performance.
Further, they model the process for two types of products, a durable and a nondurable
good, using experimental procedures in which three levels of expectations and three
levels of performance are manipulated for each product in a factorial design. Each
subject's perceived expectations, performance evaluations, disconfirmation, and
satisfaction are subsequently measured by using multiple measures for each construct.
The results suggest the effects are different for the two products. For the nondurable
good, the relationships are as typically hypothesized. The results for the durable goods
are different in important respects. First, neither the
Disconfirmation experience nor subjects’ initial expectations affected subjects’
satisfaction with it. Rather, their satisfaction was determined solely by the performance
of the durable good. Expectations did combine with performance to affect
disconfirmation, though the magnitude of the disconfirmation experience did not
translate into an impact on satisfaction. Finally, the direct performance-satisfaction link
accounts for most of the variation in satisfaction.
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2) The American Customer Satisfaction Index: Nature, Purpose, and
Findings
AUTHOR Michael D. Johnson
The American Customer Satisfaction Index (ACSI) is a new type of market-based

performance measure for firms, industries, economic sectors, and national economies.
The authors discuss the nature and purpose of ACSI and explain the theory underlying
the ACSI model, the nationwide survey methodology used to collect the data, and the
econometric approach employed to estimate the indices. They also illustrate the use of
ACSI in for public policymakers, managers, consumers, and marketing in general.
Conducting benchmarking studies, both cross-sectional and over time. The authors find
customer satisfaction to be greater for goods than for services and, in turn, greater for
services than for government agencies, as well as find cause for concern in the
observation that customer satisfaction in the United States is declining, primarily
because of decreasing satisfaction with services. The authors estimate the model for the
seven major economic sectors for which data are collected. Highlights of the findings
include that (1) customization is more important than reliability in determining
customer satisfaction, (2) customer expectations play a greater role in sectors in which
variance in production and consumption is relatively low, and (3) customer satisfaction
is more quality-driven than value- or price-driven. The authors conclude with a
discussion of the implications of ACSI for public policymakers, managers, consumers,
and marketing in general.
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3) Customer satisfaction: A meta-analysis of the empirical evidence
AUTHOR David M. Szymanski
The growing number of academic studies on customer satisfaction and the mixed
findings they report complicate efforts among managers and academics to identify
the antecedents to, and outcomes of, businesses having more-versus less-satisfied
customers. These mixed findings and the growing emphasis by managers on having
satisfied customers point to the value of empirically synthesizing the evidence on
customer satisfaction to assess current knowledge. To this end, the authors conduct
a meta-analysis of the reported findings on customer satisfaction. They document
that equity and disconfirmation are most strongly related to customer satisfaction
on average. They also find that measurement and method factors that characterize
the research often moderate relationship strength between satisfaction and its
antecedents and outcomes. The authors discuss the implications surrounding these
effects and offer several directions for future research.
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4. Customer Satisfaction, Market Share, and Profitability: Findings from
Sweden
AUTHOR Donald R. Lehmann
Are there economic benefits to improving customer satisfaction? Many firms that are
frustrated in their efforts to improve quality and customer satisfaction are beginning to
question the link between customer satisfaction and economic returns. The authors
investigate the nature and strength of this link. They discuss how expectations, quality, and
price should affect customer satisfaction and why customer satisfaction, in turn, should
affect profitability; this results in a set of hypotheses that are tested using a national
customer satisfaction index and traditional accounting measures of economic returns, such
as return on investment. The findings support a positive impact of quality on customer
satisfaction, and, in turn, profitability. The authors demonstrate the economic benefits of
increasing customer satisfaction using both an empirical forecast and a new analytical
model. In addition, they discuss why increasing market share actually might lead to lower
customer satisfaction and provide preliminary empirical support for this hypothesis.
Finally, two new findings emerge: First, the market's expectations of the quality of a firm's
output positively affects customers’ overall satisfaction with the firm; and second, these
expectations are largely rational, albeit with a small adaptive component.
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5) TQM impact on quality conformance and customer satisfaction: A
causal model
AUTHOR Cipriano Forza
Total quality management (TQM) has had considerable success in terms of its
implementation in companies. It has also been the subject of many studies in recent years.
It seems, however, that there are some shortcomings in the research on this subject and in
particular the lack of an adequate theoretical formulation suitable for empirical research.
This study proposes and elaborates a model which examines TQM practices (orientation
towards quality, TQM links with customers, TQM links with suppliers, process control,
human resources) in relation to two dimensions of quality performance: quality conformity
and customer satisfaction. The model is constructed on the basis of established theory
building approaches and on well-known criteria of evaluation of theoretical contribution.
The model is empirically tested on data gathered on a stratified random sample of
manufacturing plants through the application of valid and reliable measures. The model is
tested using structural equation Modelling. The results show the existence of two distinct
paths of direct influences which lead, respectively, to customer satisfaction and quality
conformance .
36
CHAPTER III
INDUSTRY AND COMPANY PROFILE
INDUSTRY PROFILE
INTRODUCTION TO INDUSTRY
Paper is one of the core industries and is linked to the basic human needs. Paper is the
prerequisite for education and literacy and its use is an index of advancement in these two
fields as well as the overall well-being of the society. This is the most important of all the
forest based industries. Some people treat it as a chemical industry due to its
manufacturing process and because of certain chemicals used for its manufacturing.
Still some other people include it in the group of agro-based industries because some of the
agricultural products and residuals are used as raw materials. As large proportion of the
basic raw materials is derived from the forests, it seems logical to treat it as a forest based
industry.
Paper manufacturing has been carried on in India since tenth century as a small cottage
industry by the traditional craftsmen called kagzis. They used gunny bags, rags, ropes, etc.
for making paper. This industry could not survive the onslaught of the machine made paper
and declined considerably. However, a part of it has managed to survive and even today, a
large number of small units are producing handmade paper.
The commercial planting of domesticated mulberry trees to make pulp for papermaking is
attested as early as the 6th century. Due to advances in printing technology, the Chinese
paper industry continued to grow under the Song dynasty to meet the rising demand for
printed books. Demand for paper was also stimulated by the Song government, which
needed a large supply of paper for printing paper money and exchange certificates. The
first mechanised paper machine was installed at Frogmore Paper Mill, Apsley,
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Hertfordshire in 1803, followed by another in 1804. The site operates currently as a
museum.
PRESENT SCENARIO OF INDUSTRY
The strong demand of paper products has pushed the Indian paper industry to a new level.
It is expanding to meet the growing demands of the people. Vast changes have taken place
in the field of printing paper, tissues, newsprint and so forth. Modern management along
with latest technological machines is used for the completion of various projects.
Nowadays, foreign investors are interested in setting up new plants for manufacturing
paper to bring forth huge revenue to the paper industry.
The strong demand of paper products has pushed the Indian paper industry to a new level.
It is expanding to meet the growing demands of the people. Vast changes have taken place
in the field of printing paper, tissues, news print and so forth. Modern management along
with latest technological machines is used for the completion of various projects.
The paper industry is planning to widen its horizons with the help of joint ventures and
new investors. However, the paper industry is facing many challenges due to the shortage
of raw materials and the rise in population. The demand for industrial wood, fire wood and
timber is continuing to grow due to the ever increasing population.
Nowadays, foreign investors are interested in setting up new plants for manufacturing
paper to bring forth huge revenue to the paper industry. The paper industry is planning to
widen its horizons with the help of joint ventures and new investors.
However the paper industry is facing many challenges due to the shortage of raw materials
and the rise in population. The demand for industrial wood, firewood and timber is
continuing to grow due to the ever increasing population.
38
PESTLE ANALYSIS
POLITICAL
Political factors usually involve things that impact your business from a government or
legal standpoint. Political is similar to legal and social, but is a bit different, as political
factors seem to change more often.
1. Government policies
2. Political stability
ECONOMIC
Economic factors are financial fluctuations that are typically out of your control. For
example, interest rates go down meaning your business loan cost more last year than it will
this year. Some other examples include:
1. GDP loss or growth
2. Inflation rates
3. Company debt
SOCIAL
Social factors refer to the cultural norms and attitudes of your targeted demographic and
that of your employees, partners, competitors, etc. For example, an increase in demand of
‘green energy’ use can affect the energy source you use to power your equipment and
vehicles. Other factors are:
1. Customer age
2. Cultural norms and traditions
3. Population growth or decline
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TECHNOLOGICAL
Technological factors have a direct impact on the cost of doing business and the efficiency
of your business. Falling behind on technological trends, using outdated equipment or
software, and examining the technological barriers your business faces to enter a new
market all fall within this category.
1. Automation opportunities
2. Technology incentives
LEGAL
Legal factors will directly influence the company’s operations of your service business
right now. Some legal factors can also determine your final cost of doing business and
impact demand for
your company’s services. These legal factors include:
1. Consumer protection laws
2. Various insurance laws and mandates
Environmental
Environmental factors refer to anything that can impact your business from an ecological
or environmental standpoint. This part of the analysis will matter more for some industries
than others. For example, if you own a landscaping business, you’ll need to concern
yourself with the weather every single day, while plumbers can work indoors. Other
environmental factors may include:
1. Environmental impact of service business practices
2. Geography
3. Access by road, rail, air
40
COMPANY PROFILE
HISTORY OF THE COMPANY:
Paper world was incorporated on 17th May, 2005 with an investment of 50,000 rupees. It
was commenced by Mr.L.C.Bhansali with a business range with small traders and now it
has huge imports from countries like Korea, Indonesia, Germany, Portugal and The United
States. It only served Hyderabad during its commencement and now it is serving the whole
South India and other parts of India also.
41
VISION AND MISSION OF THE COMPANY:
VISION:
The vision of the company is to create awareness of speciality paper in printing Industry.
As the USP of paper world is the provision of speciality paper rather than normal paper in
the market, its vision is to create more awareness and reach into the printing industry with
its Special paper called as fine paper.
MISSION:
The mission of PAPER WORLD is to make more clients across the country so as to
increase the business through marketing.
42
ORGANISATION STRUCTURE
MD. Mr. L.C

Bhansali
CEO Mr:
Ashsih
Bhansa
li
Sales Team:
Sales Marketing Accounts Mr.
Head: : : Ground staff: V
inay
Sumith,
Mr.Narsimha,
and
Mr.Anish Mr.Satis Mr.SaiR Laxman
Jain h aj Mr.
Jagdish
43
PRODUCTS AND SERVICES PROVIDED BY THE
COMPANY:
Paper world is a company which deals with the paper which is a premium one not the
ordinary one. The paper is imported from countries like Germany, United States, Korea
and is sold to its customers. Its clientele include Advertising agencies, printing press which
further has different customers to whom they provide the products.
Paper world is a company which deals with the paper which is a premium one not the
ordinary one. The paper is imported from countries like Germany, United States, and
Korea and is sold to its customers. Its clientele include Advertising agencies, printing press
which further has different customers to whom they provide the products.
WHO WE ARE
Over the years we have expanded and grown to become one of the leading paper merchants in
India our product portfolio which includes Premium range of Fine Papers, Texture Papers,
Metallic Papers,
Translucent Papers, Colour Papers, 100% Recycled Papers, Kraft Papers (Including Food
Grade), Carbonless Papers, Air Fresheners Boards, Coaster Boards, Grey Boards and much
more. These products are sourced keeping in mind International Standards and the basic needs
of printing and packaging Industries. As a result, these products offer premium quality, and are
in complete compliance with the industrial norms and standards.
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Why choose us?
We constantly strive to anticipate the rapidly changing needs of our clients and to develop new services to meet th
Timely deliveries.
Wide distribution network
High Quality Paper at very reasonable price.
Availability of paper in various GSM and Sizes.
45
PRODUCTS OF PAPER WORLD
Air Freshners Coastal Board Digital
Embossed Grey Board Kraftpack
Leathack Metallic Print Enhancement
46
SWOT ANALYSIS
STRENGTHS
1. Stock Availability
2. Immediate Dispatch
WEAKNESS
1. Paper world cannot participate in low margin areas
2. We cannot do digital marketing as our products are paper.
OPPURTUNITIES
3. Can increase sales through more marketing and enough stock availability.
THREATS
1. Substitute product with low price competitor.
CORPORATE SOCIAL RESPONSIBILITY:
2. ON 1 August of every year that is on paper day, PAPER WORLD spreads

awareness of paper by distributing papers and paper bags in Government Schools.
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CHAPTER IV
DATA ANALYSIS AND INTERPREATATION

1. How long have you been dealing with paper World?
TABLE NO. 4.1 DEALINGS WITH PAPER WORLD.

OPTIONS FREQUENCY PERCENTAGE
<1 Year 15 24.2%
1 or 2 years 18 29%
2 to 3 years 21 33.9%
3 or more years 8 12.9%
TOTAL 62 100%
PIE CHART NO.1 DEALINGS WITH PAPER WORLD.
INTERPRETATION
It is seen that majority of people are dealing with paper World between 2-3 year
DATA ANALYSIS From the above Pie Chart and Table, it shows that, 24.2% people
are dealing with paper World below 1 year and 29% customers are dealing for 1-2 years
and 33.9% people are dealing for 2-3 years and the remaining 12.9% people are dealing for
3 and more years.
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2. Are you satisfied with the Products of paper World?
TABLE NO. 4.2 PRODUCT SATISFACTION

YES 58 93.5%
NO 4 6.5%
TOTAL 62 100%
PIE CHART NO. 4.2 PRODUCT SATISFACTION

INTERPRETATION
58 out of 62 people are satisfied with the products of paper world.
DATA ANALYSIS
From the above Pie chart and Table , it shows that 93.5% of customers of paper world are
satisfied with the products of paper world and remaining 6.5% of customer are not satisfied
with the products of paper world.
49
3) Are you satisfied with the services of Paper World?
TABLE NO. 4.3 SERVICE SATISFACTION

YES 58 93.5%
NO 4 6.5%
TOTAL 62 100%
PIE CHART NO. 4.3 SERVICE SATISFACTION

INTERPRETATION
58 out of 62 people are satisfied by the services of paper world.
DATA ANALYSIS
From the above pie chart and table, it shows that 93.5% people are satisfied with the
services of paper world and 6.5% of people are not satisfied with the services of paper
world.
50
4) What are You more expecting from Paper World?
TABLE NO. 4.4 EXPECTATIONS FROM PAPER WORLD

PRODUCT QUALITY 19 30.6%

INCREASE
SERVICE IMPROVEMENT 43 69.4%
TOTAL 62 100%
PIE CHART NO.4.4 EXPECTATIONS FROM PAPER WORLD

INTERPRETATION
43 out of 62 people expect paper world to improve service and 19 people expect to
increase its product quality of products at paper world.
DATA ANALYSIS
From the above pie chart and table, it shows that 30.6% people expect product quality
increase in its products and 69.4% people expect service improvement at paper world.
51
5) What is your opinion about service of paper world comparing with others?
TABLE NO. 4.5 COMPARISION OF PAPER WORLD WITH OTHERS

EXCELLENT 17 27.4%
GOOD 33 53.2%
FAIR 7 11.3%
VERY GOOD 5 8.1%
TOTAL 62 100%
PIE CHART NO. 4.5 COMPARISION OF PAPER WORLD WITH

OTHERS
INTERPRETATION
17 out of 62 people choose excellent, 33 out of 62 people chose good for paper world, 7
out of 62 people chose fair and 5 people choose very good for paper world in comparison
with others.
DATA ANALYSIS
From the above pie chart and table, it shows 27.4% excellent, 53.2% good, 11.3% fair and
8.1% very good as opinion about service of paper world in comparison with others.
52
6) How come you know about the brand called Paper World?
TABLE NO. 4.6 INTRODUCTION OF PAPER WORLD TO PEOPLE

WORD OF MOUTH 25 41.7%
SOCIAL MEDIA 33 55%
FRIENDS 2 3.3%
TOTAL 60 100%
PIE CHART NO. 4.6 INTRODUCTION OF PAPER WORLD TO

PEOPLE
INTERPRETATION
25 out of 60 people responded for word of mouth and 33 out of 60 people reponded for
Social Media and 2 people responded friends as their source.
DATA ANALYSIS
From the above pie chart and table. We can say that 41.7% people responded for word of
mouth, 55% people responded for Social Media and 3.3 % people responded for friends as
their source of introduction for paper world.
53
7) Are you satisfied with the marketing strategies of Paper World?
TABLE NO. 4.7 MARKETING STRATEGY OF PAPER WORLD

YES 56 90.3%
NO 6 9.7%
TOTAL 62 100%
PIE CAHRT NO. 4.7 MARKETING STRATEGY OF PAPER WORLD

INTERPRETATION
56 people out of 62 are satisfied by the marketing strategies of paper world and 6 people
are not satisfied.
DATA ANALYSIS
From the above pie chart and table, 90.3% of people are satisfied with the marketing
strategies of paper world and 9.7 % people are not satisfied with the marketing strategies
of paper world.
54
8) Are you satisfied with the mode of dispatch by the company for in
time delivery?
TABLE NO. 4.8 MODEOF DISPATCHFORINTIME DELIVERY.

SATISFIED 17 27.4%
HIGHLY SATISFIED 19 30.6%
DISSATISFIED 18 29%
HIGHLY DISSATISFIED 7 11.3%
MODERATELY 1 2%
SATISFIED
TOTAL 62 100%
PIE CHART NO. 4.8 MODEOF DISPATCHFORINTIME DELIVERY.

INTERPRETATION
It is seen that majority of the people are highly satisfied with the mode of dispatch for in
time delivery by the company.
DATA ANALYSIS
From the above table and Pie chart 4.8 we can say that 27.4% people are satisfied and
30.6% people are highly satisfied and 29% people are dissatisfied and 11.3% people are
highly dissatisfied and 2% people are moderately satisfied with the mode of dispatch for in
time delivery by the company.
55
9) Do you find any difficulty in dealing with paper World?
TABLE NO. 4.9 DIFFICULTY IN DEALING WITH PAPER WORLD.

No 18 29%
Occasionally 36 58.1%
Every time 8 12.9%
TOTAL 62 100%
PIE CHART NO. 4.9 DIFFICULTY IN DEALING WITH PAPER

WORLD.
INTERPRETATION
It is seen that majority of people occassionaly find difficulty in dealing with Paper World
DATA ANALYSIS
From the above Table and Pie Chart 4.9 we can say that 29% people find no difficulty in
dealings and 58.1% people occassionaly find difficulty and 12.9% people find difficulty
everytime in dealing with Paper World.
56
10) How do you find the pricing of Paper World?
TABLE NO. 4.10 PRICING OF PAPER WORLD.

Cheap 21 33.9%
Expensive 29 46.8%
Highly expensive 12 19.4%
TOTAL 62 100%
PIE CHART NO. 4.10 PRICING OF PAPER WORLD.

INTERPRETATION
It is seen that most of the people found the products of Paper World as expensive in nature.
DATA ANALYSIS
From the above Table and Pie Chart 4.10 we can say that 33.9% people found pricing as
cheap and 46.8% people found it expensive and remaining 19.4% people found it very
expensive.
57
11) Do you think Paper World needs changes in its dealings?
TABLE NO. 4.11 NEEDS IN CHANGES IN DEALINGS OF PAPER

WORLD
PRODUCT CHANGE 31 50%
CHANGE IN MARKETING 31 50%

STRATEGIES
TOTAL 62 100%
PIE CHART NO. 4.11 NEEDS IN CHANGES IN DEALINGS OF

PAPER WORLD
INTERPRETATION
31 out of 62 people want product change and the other 31 want change in marketing
strategies.
DATA ANALYSIS
From the above table and Pie chart, we can interpret that 50% of people want product
change and 50% of people want to change their marketing strategies.
58
12) According to you what makes customer more satisfied in Paper Industry?
TABLE NO. 4.12 CUSTOMER SATISFACTION

BRAND NAME 15 24.2%
PRICE 27 43.5%
QUALITY 15 24.2%
USAGES 5 8.1%
TOTAL 62 100%
PIE CHART NO. 4.12 CUSTOMER SATISFACTION

INTERPRETATION
15 people out of 62 responded for brand name. 27 people out of 62 responded for price. 15
people out of 62 responded for Quality and 5 people responded for Usages.
DATA ANALYSIS
From the above Table and Pie Chart, we can analyse that 24.2% people are satisfied with
brand name in this field and 43.5% people are satisfied with the Price and 24.2% people
are satisfied with Quality and 8.1% people are satisfied with price.
59
13) How is your experience with Paper World?
TABLE NO. 4.13 EXPERIENCES WITH PAPER WORLD.

SATISFIED 40 64.5%
HIGHLY SATISFIED 8 12.9%
NEUTRAL 12 19.4%
DISSATISFIED 2 3.2%
TOTAL 62 100%
PIE CHART NO. 4.13 EXPERIENCES WITH PAPER WORLD.

INTERPRETATION
40 people out of 62 responded are satisfied. 8 out of 62 people are highly satisfied with the
experience of paper world. 12 people have a neutral experience and 2 people out of 62 are
dissatisfied.
DATA ANALYSIS
64.5% people are satisfied with the experiences of paper world. 12.9% people are highly
satisfied with the experiences of paper world. 19.4% people are neutral regarding the
experiences and 3.2% are dissatisfied with the experiences of paper world.
60
14) Do you find any Stock Out problems with Paper World?
TABLE NO. 4.14 STOCK OUT PROBLEMS WITH PAPER WORLD.

Frequently 16 25.8%
Rarely 31 50%
No 15 24.2%
TOTAL 62 100%
PIE CHART NO. 4.14 STOCK OUT PROBLEMS WITH PAPER

WORLD.
INTERPRETATION
It is seen that majority of people rarely found stock out problems with Paper World.
DATA ANALYSIS
From the above Table and Pie Chart 4.14 we can say that 25.8% people frequently found
stock out problems and 50% people rarely found stock out problems and 24.2% people did
not find any stock out problems with Paper World.
61
15) Do you think Paper World will be a successful Brand in upcoming years?
TABLE NO. 4.15 PAPER WORLD AS A SUCCESSFUL BRAND

YES 54 87.1%
NO 8 12.9%
TOTAL 62 100%
PIE CHART NO. 4.15 PAPER WORLD AS A SUCCESSFUL BRAND

INTERPRETATION
54 out of 62 people said paper world would be a successful brand in upcoming years and 8
people do not support the statement.
DATA ANALYSIS
From the above table and pie chart, we can analyze that 87.1% people say that paper world
would be a successful brand in successful years and 12.9% say It would be a successful
brand.
62
CHAPTER V
FINDINGS SUGGESTIONS AND CONCLUSIONS
FINDINGS
From the study the following was found
 Majority of people are dealing with Paper World from 2 to 3 years.
 Majority of people are satisfied with the products of Paper World.
 It was also found that most of the people are satisfied with the services of Paper
World.
 Customers are expecting improvement in the services of paper World in comparison

of product quality increase of Paper World.
 Most of the people are satisfied with the marketing strategies of Paper World.
 It was observed that people got to know Paper World through Social Media and
Word of Mouth.
 Most of the people are highly satisfied with the mode of dispatch of the company.
 It is also found that majority of people occasionally find difficulty in dealing with
Paper World.
 Majority of people found pricing of paper World as expensive.
 From the survey, it is also found that people have a positive and good experience
towards Paper World.
63
 Majority of people rarely found stock out problems with the company.
 From the survey, it is also found that majority of customers of Paper World expect
that the company would be a successful brand in the upcoming years.
 The mode of dispatch for in time delivery to the customers was also found highly
satisfied.
SUGGESTIONS
 This study suggested that paper world can attract more customers by improving
their retention strategies and rendering goods and services.
 Company should focus on pricing of products.
 Company should start branding itself on social media and should improve its
digital strength.
 Company should have a customer support department in order to reduce issues in
paper world.
 Company can also associate with other logistics services like FedEx, DTDC, and
Professional etc.
 Company should also focus on changing the features of product of Paper World.
 Company should focus on aspects on pricing, quality and product.
CONCLUSION
Based on the various statistical data that I gathered out from the customers at
paper world, it is concluded that paper world has good quality and wide variety of
fine paper which attracts the customers.
The brand has a good word of mouth and customers prefer its products and also
willing to recommend paper world to friends and family.
This study helps the company to build the strong brand, increase brand awareness,
increase sales by building a good brand image and maintain good quality.
64
LIMITATIONS
 This study is confined to a period of 45days.

 This study is confined to Paper World.
 People resistance to give data.
65
BIBLIOGRAPHY
BOOK REFERRED
1. Principles of Marketing by Philip Kotler 13th edition
ARTICLES REFERRED
• Gilbert A. Churchill
• Michael D. Johnson
• David M. szymanski
• Donald R. Lehmann
• Cipriano Forzo
WEBSITES REFERRED
https://www.scribd.com
https://www.wikipedia.org
http://finepaperworld.com

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A

KOTI, HYDERABAD, TELANGANA

NAME: VISHNU DARAK

ROLL NO: 121418406006

Project submitted in partial fulfillment for the award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION

ST.JOSEPH’S DEGREE & PG COLLEGE (AUTONOMOUS)

Reaccredited by NAAC with A Grade

King Koti, Hyderabad

Place: Hyderabad Vishnu Darak

products or services supplied by a company meet or surpass customer expectation.

Customer Satisfaction is defined as “the number of customers or percentage of total

specified satisfaction goals.

It is seen as a key performance indicator within business and is often part of a

balanced scorecard. In a comparative marketplace where businesses compete for

customers, customer satisfaction is seen a key differentiator and increasingly has

become a key element of business strategy.

towards Paper World.

I would like to express my deepest gratitude to Mr. L C Bhansali Jain, Head of

I take immense pleasure in thanking Mrs. Danam Tressa, HOD, Department of

I wish to express my deep sense of gratitude to my internal guide, Mr. N.Srinivas,

CHAPTER CONTENTS PAGENO.

1.5 Scope of the Study 4

3.2 COMPANY PROFILE

CHAPTERNO TABLETITLE PAGENO

CHAPTERNO PIECHARTTITLE PAGENO

INTRODUCTION TO THE STUDY

Customer Satisfaction is a term frequently used in marketing, it is a measure of how

Organizations need to retain existing customers while targeting non-customers. Measuring

“Customer Satisfaction provides a leading indicator of consumer purchase intentions and

2. To study the strategies of retaining customers

3. To understand the factors affecting customer satisfaction

NEED AND IMPORTANCE OF THE STUDY

Customer satisfaction is important because it provides marketers and business

1. It’s a leading indicator of consumer repurchase intensions and loyalty

3. It reduces customer churn

4. It increases customer lifetime value.

5. It reduces negative word of mouth

6. It is cheaper to retain customers than acquire new ones.

The samples were chosen using Simple Random Sampling.

STATISTICAL TOOLS & TECHNIQUES USED

SCOPE OF THE STUDY

This chapter focuses on the review of literature related to customer satisfaction.

Customer Satisfaction is typically defined as a post consumption evaluative judgment

CUSTOMER SATISFACTION MEANING AND DEFINITION

Customer satisfaction is a term frequently used inmarketing.It is a measure of how

The Marketing Accountability Standards Board(MASB)endorses the definitions, purposes,

It can be measured among various dimensions. As research on consumer experiences

Philip Kotler defines customer satisfaction as a 'person's feeling of pleasure or

The existence of many companies on the market is conditioned with a number of

Why Organizations Focus on Customer Satisfaction

As research on consumption experiences grows, evidence suggests that consumers purchase

The objectives of consumer behaviour analysis are mostly consumer researches

In addition to a clear statement defining customer satisfaction, any successful customer

1. Understanding the expectations and requirements of your customers.

4. Examining trends over time in order to take action on a timely basis.

TYPES OF CUSTOMER SATISFACTION

1. NET PROMOTER SCORE

CSAT, or customer satisfaction survey, is used to measure a customer’s satisfaction with

(70 / 100 = .7) x 100 = 70%

3. POST PURCHASE SURVEY

4. PRODUCT OR SERVICE DEVELOPMENT SURVEY