CHAPTER-I

INTRODUCTION AND DESIGN OF THE STUDY

1.1INTRODUCTION

Consumer satisfaction is a term frequently used in marketing. it is a measure of how

products and services supplied by a company meet or surpass consumer expectation.
consumer satisfaction is defined as "the number of consumers, or percentage of total
consumers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals. Customer satisfaction is the buzzword used by the
business people for the success of organization in the present days. due to the increases of
heavy competition in every product – line it become difficult for the companies to retain the
customers for longer time. so retain the customer for longer time the marketer has to do only
one thing i.e. customer satisfaction.

A basic and effective base line customer satisfaction survey program should focus on
measuring customer perceptions of how will the company delivers on the critical success
factors and dimensions of the business as defined by the customers. 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.

Customer satisfaction is an abstract concept and the actual manifestation of 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 factors the customer, such as other products
against which the customer can compare the organization's products.
 One of the important aspects to ensure the attention of the customers is to provide the
best and the most favorable products at this competing market. if a customer’s satisfaction is
earned, then it is sure that customer loyalty will also come along with it. moreover, in the
absence of the customer, a business organization would not exist. in order to increase the
number of the customers, development of customer’s satisfaction is very important. in terms
of achieving business goals.
1.2 STATEMENT OF THE PROBLEM:
In order to know, whether the brand has reached the consumers, this market research
on brand awareness particularly for steel doors has been conducted for Brilliant Doors in
Pollachi.Many organizations simply categorize customer satisfaction measurement as a form
of “marketing intelligence” instead of using it as a management tool to build the customer
into their quality improvement processes and increase profit. As a result, companies often
know the cost of providing good service but they rarely know the cost of providing bad
service.

1.3 OBJECTIVE OF THE STUDY:

 To know the buying behavior of customers among Brilliant Doors.

 To know the consumer satisfaction and loyalty towards Brilliant Doors.
 To identify the factors influencing the consumer purchase towards Brilliant Doors.
 To analyze the marketing mix of steel industry.

1.4 SCOPE OF THE STUDY:

 To provide excellent service, an organization needs to exceed customer expectations.

 An important factor in providing good service is to keep promises always and not to
guarantee things that cannot be delivered.
 The main reason behind the research is to measure whether the current situation of
customer service was satisfactory of Brilliant Doors products.
1.5 RESEARCH METHODOLOGY:

SAMPLE SIZE:

A sampling frame is a mean of representing the elements or the population.sampling

frame respondents address record.The sampling methods is the way the sample units are to be
selected. The sampling taken in the survey as convenient sampling due to time constraints.

This refers to the number of items to be selected from the universe to constitute a
sample. The size of sample should neither be excessively large or too small.It should be
optimum. The size of sample is 50 at Pollachi. Convenience sample method was adopted.

STATISTICAL TOOL
SIMPLE PERCENTAGE ANALYSIS
It refers to a special kind of rates, percentage are used in making comparison between
two or more series of data.
No. of Respondents
Percentage = *100%
Total no. of Respondents

RESEARCH DESIGN:
The researcher used the descriptive research design, Descriptive research design
means describe the nature of particular individuals or groups.

DATA COLLECTION:

PRIMARY DATA:
Primary data is the data that is collected for the first time through personal
experiences or evidence, particularly for research. It is also described as raw data or firsthand
information.
SECONDARY DATA:
Secondary data is a second-hand data that is already collected and recorded by some
researchers for their purpose, and not for the current research problem.
1.6.LIMITATIONS

 The area of the study is confined to only Pollachi.

 Information obtained from the respondents may be affected by personal bias.

 The survey sample is limited to 50 respondents only.

1.7 CHAPTER SCHEME

CHAPTER I Introduction of the study

CHAPTER II Review of literature

CHAPTER III Organization of the profile

CHAPTER IV Analysis & Interpretation

CHAPTER V Findings, suggestions and conclusion