Accede A Apuntes, Guías, Libros y Más de Tu Carrera: Marketing 60 Pag

Accede a apuntes, guías, libros y más de tu carrera
marketing
60 pag.
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A SUMMER PROJECT REPORT
ON
“MEASURING CUSTOMER SATISFACTION

AND ANALYSIS”
OF
RANE BRAKE LININGS LIMITED,

PREGNAPOOR, HYDERABAD.
SUBMITTED BY
B.KALPANA
IN PARTIAL FULFILLMENT OF REQUIREMENT

MASTERS IN COMMERCE
SRIVENKATESVARA UNIVERSITY
TIRUPATI
ACADEMIC YEAR 2007-2009
0

ACKNOWLEDGEMENT
I am grateful to the almighty for showing and giving me the strength and ability to
complete my project work.
I want to pay gratitude to Mr. P.S.R Murthy (Head HR) of RBL, for his kind help and
attention.
I owe my gratitude to Mr. K.S.R Murthi (Finance Manager), of RBL, for his support
and cooperation in completing this project.
I thank my faculty of the M.Com course for their support, especially our Course
Coordinator Pro Bhagavan Reddy
Again, I would like to heartily thank to our Project Guide Dr.K. Ramakrishnaiah, who
guided me to do this Project and helps me to complete this Project work.
Date:
Place: TIRUPATI (Andhra Pradesh) (B.Kalpana)
1

INDEX
Chapter No. Description Page No.
Chapter – 1 Introduction 04
1.1 Topic in brief 05

1.2 Reasons for selection of the topic 06
1.3 Learning from the study 07
Chapter – 2 Organizational Profiles 08

2.1 About Rane Group 09
2.2 Mission and Value Statement 10
2.3 Rane Group Companies and Product Range 10
2.4 Manufacturing Locations 12
2.5 Quality 13
2.6 Mail stones 15
2.7 Major Customers 16
2.8 Group Sales 18
2.9 Share Holding Pattern 20
Chapter – 3 Industry Profile 21
3.1 About Rane Brake Lining Limited 21
3.2 History 22
2.3 Manufacturing Locations 23
3.4 About Hyd. Plant 24
3.5 Vision and Mission 24
3.6 About Products 25
3.7 Competitors 26
3.8 Achievements and Standards 27
3.9 Departments 27
3.10 Distribution Channel 28
2

3.11 Manufacturing Facilities 20
3.12 Testing facilities 31
3.13 Financial Performance 32
3.14 Quality Policy 33
3.15 Environment Policy 34
3.16 Corporate Organization Chart 35
3.17 HYD Organization Chart 36
Chapter – 4 Research Objectives and Scope of Research 37
4.1 Problem Definition 38

4.2 Objective of Research 38
Chapter – 5 Research Methodology and Limitations 39
5.1 Research Methodology 40
5.2 Hypothesis 40
5.3 Define the Problem 41
5.4 Preparation of research design 41
5.5 Research design 41
5.6 Sampling plan 41
5.7 Sample Size 42
5.8 Primary data 42
5.9 Collection of Data 43
5.10 Research limitations 44
Chapter – 6 Data Analysis and Interpretations 45
6.1 Data collection & Data Analysis 46
Chapter – 7 Conclusions and Suggestions 56
7.1 Conclusions 57
7.2 Suggestions 58
7.3 Bibliography 59
3

CHAPTER – 1
INTRODUCTION
4

INTRODUCTION:
Topic in brief:
“Analysis of Customer satisfaction” is the topic selected which will
help the organization to know how customers treating their products.
In order to know the customers satisfaction about Brake linings, there are the few
things t o be considered that the end users of the Products are. Here Mechanic is
considered as the end user who can give the exact information about the product, because
he suggest the user which product gives more value to them in replacing marketing.
After finding end user, where we can get exact information. We have to prepare
questionnaire through which data is collected towards achieve the objective. Meeting the
Mechanics and retail counters will give the information and data is collected from nearly
325 customers in various places such as Hyderabad, Vijayawada, Nellore divisions of
Andhra Pradesh.
After Collection of data analysis and interpretation will give the finding from
which we can derive the solution for it. Deriving solutions are important, since it
definitely helps the organization for future developments and activities.
5

Reasons for selection of the topic:
The Rane Break lining ltd. is the market leader in sales of Brake Linings of all the
vehicles in India but the other companies are also trying hard to catch it. It’s no longer a
cake walk for it to remain number are the competition in increasing day by day. So
manufacturing companies are becoming more customers oriented.
The project was related to know the actual customer satisfactions of Rane break
lining. There are many parameters which company was interested to know like main
deciding factor like quality, service, price, and availability etc., a survey was conducted
in Andhra Pradesh (Three main divisions) among the customer satisfaction of RBL, this
was aimed to get the feed back regarding their satisfaction with RBL. And it’s
comparison with RBL competitors.
Customer satisfaction is one of the majors roles played to lead the market.
Producing the products is one aspect and measuring their satisfaction on existing products
help the organization to improve the quality, service.
6

Learning from the study:
Meeting the customers make me to understand what they want exactly and
whether they satisfied or not with these products, and whether they prefer the local
products with low quality with low price or high Quality with high Price. Rane Brake
lining Ltd., Products are being preferred by most of the customers since they vote for
long lasting products and best service.
Customers seek value for their products. Value is generated when product pays
equal satisfaction for customer expenditures. In my observation customers are delighted
with Rane break linings and with their Quality and Service.
7

CHAPTER – 2
ORGANIZATION PROFILE
8

Rane Group Profile
 About Rane Group
 Inception in the year 1929 as a trading house
 Strategic Technical Alliance
 Access to best technology
 Group turnover of 317 million USD for the year 2006 – 07
 Preferred supplier to major OEMs in India and abroad
 Serves a variety of industry segments: Passenger Cars, Multi Utility Vehicles,

Light Commercial Vehicles, Medium & Heavy Commercial Vehicles, Farm
Tractors, Three-wheelers, Two-wheelers and Stationary Engines.
9

Mission and Value Statement
 Provide superior products and services to our customers and maintain
market leadership.
 Evolve as an institution that serves the best interests of all stakeholders.
 Pursue excellence through total quality management.
 Ensure the highest standards of ethics and integrity in all our actions.
Rane Group Companies and Product Range:
Rane group comprises of a holding company & 7 manufacturing companies serving

different segments:
Rane Holdings Limited

(Holding Company)
Rane (Madras) Limited
(Manual Steering & Suspension Systems)
Rane Engine Valves Limited
(Engine Valves, Valve Guides, Tappets)
Rane Brake Linings Limited
(Brake Linings, Disc Pads, Clutch Facings and Composite Brake Blocks)
Rane TRW Steering Systems Limited
(Power Steering Systems, Seat Belt Systems)
Rane NSK Steering Systems Limited
(Energy Absorbing Steering Columns)
Kar Mobiles Limited
(Large Engine Valves for Automotive & Defence Applications)
Rane Die cast Limited
(High Pressure Die Casting Products)
10

Rane Holdings Limited (RHL) is the holding company of Rane Group. RHL is a
listed company with investments exclusively in the group companies. The company
was the result of a restructuring exercise carried out by Rane group in2004-05 with
the objective of consolidating the investments and progressively eliminating cross
holdings among group companies.
RHL owns the trademark in Rane and provides a range of services
to group companie s. These include emplo yee trainin g and develop me nt,
investor service s, busines s develop me nt and Infor ma tio n systems
support.
11

MANUFACTURING LOCATIONS
12

TECHNOLOGY:
 Rane Group brings to it clientele, the best of technology and expertise through
strategic technical Partnerships with leaders from around the world.
World Class Technology:-
 TRW Automotive US LLC,

Power Steering Systems, Ball Joints,
Seat Belt Systems, Engine Valves
 NSK, Japan
Energy Absorbing Steering Columns and
Manual RCB Steering Gears
 Nisshinbo Ind, Japan

Brake Linings, Disc Pads, Clutch Facings
QUALITY:
 All divisions of the group are in tune with international quality assurance norms.
The Quality Management Systems are further endorsed by the conferment of
the Deming prize to three of the group companies
Accreditation
 Five Companies with TS 16949 certification
 Nine Plants QS 9000 certified
 Eleven Plants ISO 9000 certified
Some of our Testing Facility:
Dust Seal Test Bed Railway Dynamometer Multi Gauging Testing Equipment
13

TQM –A way of Life:
 Rane group embraces TQM as a way of life. Three of the group companies
have been conferred the coveted Deming prize:
- Rane Brake Linings Ltd.,
- Rane Engine Valves Ltd.
- Rane TRW Steering Systems Ltd - (Steering Gear

Division)
Customer Recognitions:
Some recognition from customers:-
Rane Engine Valves Ltd

(Deutz, Germany - Supplier Award - 2003)

(Maruti Udyog Outstanding Overall Excellence 2003-04)
Rane TRW Steering Systems Ltd (Steering Gear Division)

(Hyundai Motor India for Best Co-operation 2004)
Rane NSK Steering Systems Ltd

(Toyota Kirloskar Motor Award for Best Improved Supplier 2005)

(Tata Cummins Limited, Best Supplier Award for 2005-06)
14

MILESTONES:
1929 - Rane was founded as a distributor of automobiles & parts.
1959 - Diversified into manufacturing and established plant for IC Engine Valves.
1960 - Established facility to make Tie Rod Ends.
1964 - Started manufacture of Friction Material.
1974 - Established Car Mobiles Limited to manufacture Automotive and Large

Valves.
1975
- Started manufacture of Manual Steering Gears.
1987 - Established JV with TRW for Power Steering Systems.
1991 - Established JV with JMA for distribution of auto components.
- TRW JV also commenced manufacture of occupant restraints.

1995
- Established JV with NSK for Energy Absorbing Steering Columns.
- Founded Rane Institute for Employee Development.
2000 - TQM launched under guidance of JUSE, Japan
2003 - Rane Brake Linings Limited wins Deming prize.
2005 - Rane Engine Valves Limited wins Deming prize.-Rane TRW Steering Systems
Limited (SGD) wins Deming prize.-Invested in High Pressure Die Casting
products.
2007 - RBL is Appling for Japan Gold Medal Prize
15

Major Customers in India:
Domestic: Automobile manufacturers spanning such different categories as LCV, HCV

and Passenger Car decorate our client-list.
Major suppliers to the Indian Railways.
RBL enjoys serving an enviable list of domestic customers that includes the likes of
16

Major Overseas Customers:
Export Destinations:
17

GROUP SALES
Sales Figures:
Rane Group sales for the year 2007 - 08: INR 14021 Million (~351 million USD)
S a l e s b y p ro d u c t l i n e s f o r t h e ye a r 2 0 0 7 - 0 8 :
18

Sales by Markets for the year 2007 – 2008
4%
13%
1 OEM
13% 2 Replacement
3 Replacement
4 Others
70%
19

SHARE HOLDING PATTERN
RHL
RIL 49% RBL R EVL RML

7.23%
51% 19.5% 33.6% 20%
23.2%
10.8%
R TSSL RNSSL RDL KML
50% 50% 75% 42.2%
20

Chapter – 3
Industry Profile
21

RANE BRAKE LININGS LIMITED
HISTORY:
 Rane was born in 1923 as a company distributing automobiles and components.
 In the 1950’s aided by Government policy changes Rane launches its first
manufacturing venture.
 A beginning was made with engine valves and other parts followed.
 By the mid 1970’s Rane had become a successful and well known name in India
in the field of automotive components.
The 1990’s:
 Commencing in 1991, there were dramatic shifts in the policy environment. A

company closed for 45 years opened up nearly totally.
 Major car companies from across the world set up manufacturing operations in
India despite high import tariff for parts. Sam of them even encouraged their
suppliers to come to India.
 Evidently the car companies not only saw sizable markets but also local capability
and low cost opportunities to supply them with locally made components.
 Rane has mould over the years to become a leader today in each of its major
product lines.
 The group employees over 3000 people spread across 11 plants at various
locations in India.
 Rane Brake Linings (RBL) is part of the $ 261 mil Rane Group which has
collaborations with global majors like TRW USA.
 Rane group is a leading manufacturer of safety critical automotive components in

India with a consolidated group turnover of Indian Rs.8.7 billion (U S dalliers 192
Million) 1n 2003-04.
22

 The Rane group is a preferred and dominate supplier to Original Equipment
manufacturers in India across industry segments – Passenger cars, Multi Utility
vehicles, Light commercial vehicles, Medium and heavy commercial vehicles,
Form Tractors & Two- wheelers. Rane products are exported to 19 countries
across the global.
MANUFACTURING LOCATIONS AND PRODUCTS
Location: Automoti ve products Railway Products

1) Chennai
Asbestos Asbestos
Non – asbestos Non - asbestos
Brake Linings Railway Brake Blocks
Disc Pads
Clutch facings
2) Hyderabad Automoti ve products Railway Products
Asbestos Asbestos
Non – asbestos Non - asbestos
Brake Linings Railway Brake Blocks
Disc Pads
Clutch facings
3) Pondicherry Automoti ve products Railway Products
Non – asbestos
Brake Linings Non - asbestos
Disc Pads Railway Brake Blocks
Clutch facings
23

ABOUT HYDERABAD PLANT:
It is one of the leading subsidiaries of the Rane Group and the project under study
confined to Rane Brake Linings Limited HYD (Pregnapoor) unit.
Rane Brake Linings is located in Pregnapoor Village, Gajwel Mandal which is a
part of Medak District, Andhra Pradesh. This aria is centrally notified backward area.
Pregnapoor is about 60km away from Hyderabad. This Village has been tremendous
improvement in the past decade after the establishment of this unit.
Rane Brake Linings Pregnapoor was earlier a separate company called “Sree Auto
parts Limited”(SAPL) which was established in 1986. Rane Brake Linings took over a
major share holding of this company in 1991. It is one of the Brake Linings, Clutch
Facings and Railway Brake Blocks in the industry.
Vision:
 To remain market leader in India and a global player in friction material
composites through environment friendly technology & people competence.
Mission & Value:
 Provide superior products and services to our customers and maintain market
leadership
 Evolve as an institution that serves the best interests of all stakeholders
 Pursue excellence through total quality management
 Ensure the highest standards of ethics and integrity in all our actions
24

About Products:
 RBL is committed to deliver Quality Products:
Brake Linings:
Being a critical part for vehicle safety, OEMs don’t look beyond RBL to cater their needs for
Brake linings in India. We are OE suppliers to reputed companies like Daimler Chrysler,
Indonesia
Clutch Facings:
Apart from the std. Clutch facing materials in our range, our commitment to environment has
motivated us to develop environmental friendly clutch facing material which is gaining popularity
amongst our customers.
Disk Pads:
When Hyundai commissioned their search for a world class supplier of Friction materials for its
Indian operations, they were more than relieved to find RBL next door. We supply to leading
passenger car manufacturers like Tata Motors, Maruti Suzuki, General Motors, Mahindra &
Mahindra to name a few.
25

Brake Blocks:
Recently we have commissioned a Rail Dynamometer involving a substantial investment for

testing our Rail Brake blocks. But then, when institutions like the Indian Railways & Srilankan
Railways depend on our R&D capability to design, test & supply products of the highest quality,
we don’t have much choice, do we?
Main Competitors in the Market:
 TVS
 ANL
 Brake well
26

Achievements and Standards:
 It has achieved the ISO – 9001 certification in 19994
 Implemented Manufacturing Systems Redesigning (MSD)
 Implemented Total Productive Maintenance (TPM)
 By redefining the standards, the company has to tiny credit, the ISO – 14001
certification which it acquired in October.
 Implementing the principles and practices of TQM (Total Quality Management)

and bagged the prestigious “Deming Award in 2003 and 2007 for its best TQM
practices.
 RBL has achieved ISO/TS 16949 in 2005
Future plans:
 RBL is aiming for Japan Gold Medal in 2007.
Departmentation:
There are seven departments in the plant.

They are:
1. Production department.
2. Plant – Engineering department.
3. Commercial department.
4. Quality department.
5. Accounts department.
6. Human Resource department.
7. Marketing department.
27

Distribution Channel:
RBL having own Depose throughout in India. The stock has distributing to the wholesale
distributors through depose.
The main places of RBL depose is:
1. Chennai
2. Bangalore
3. Secendhrabad
4. Kerala
5. Delhi
6. Jalandhar
7. Indoor
8. khan poor
9. Jaipoor
10. Pune
11. Serkag
12. Kolkatha
The main wholesale Distributors in India is:

1. Speed-A-way Ltd.(6 places)
2. Georgeoks Ltd(5 places)
3. JMA Rane Marketing Limited(3 places)
28

800 highly motivated work force...
 Rane Brake Linings (RBL) is part of the $ 261 mil Rane Group which has
collaborations with global majors like TRW USA.
 Established in 1964, it has grown to a $40mil company today. It has in its

product range Asbestos & Asbestos free Brake Linings, Clutch Facings,
Disc Pads and Railway Brake Blocks.
 Is in collaboration with NISSHINBO Japan, a global leader in friction

material manufacturing
 Its Products are found in a wide variety of applications such as

Commercial Vehicles, Cars, Two wheelers, Trains, Aircrafts etc...
 Backed by a 800 - strong highly motivated work force at three

manufacturing locations.
 Backed by a 800 - strong highly motivated work force at three

manufacturing locations.
 Catering to market segments such as Vehicle manufacturers, after markets

and Railways.
 ISO 9001 and ISO 14001 Certified By TUV, Germany RBL has recently
been awarded the coveted Deming Prize for excellence in TQM practices
 Established an extensive marketing network by opening 12 depots across

the length & the breadth of IndiaRBL today is the No. 1 Friction Material
Manufacturer in India
29

Manufacturing Facilities:
 RBL's advanced manufacturing facilities engage world-class technology thro'

strong alliances with Nisshinbo, Japan.
 Access to worlds best technology through technological Tie - up with:
 M / s NISSHINBO, Japan (active)

 TMD, UK (1964 to 2002)
 Member of British Friction Material Council and WVA, Germany
 In house R & D with state-of-the-art equipment
 R & D expenditure exceeds 2% of turnover per annum
 Test Facilities - a suite of six dynamometers
 DYNO I – Linings & Disk Pads

 DYNO II - LCV – Linings & Disk Pads
 DYNO III - PCV – Rear Linings & Disk Pads
 DYNO IV - RAIL / CV – Rail Blocks & CV Linings
 DYNO V - PCV – Disc Pads
 DYNO VI - PCV - Disc Pads
30

Testing facilities:
 Products go through comprehe ns ive testing and valida tio n in the

modern test facilitie s
 Four inertia dynamo me te rs , a thermo gravime tr ic analyzer, the
gas Chromato grap h techno lo gy and Correvit used for on- board
testing
 Simulated test conditio ns ascertain performa nce character istic s
Inertia dynamometer – 1
 Inertia range : 1.426 ~12.772 Kg m sec²

 Used to evalua te the brake assembly of passenger car
 Inertia range : 4.612 ~ 29.961 Kg m sec²

 Used to evalua te the brake assembly of PCV and LCV
 Used to evalua te the brake assembly of PCV
 Imported dynamo me te r (Krauss – Germany)
 Electro nic inertia simula tio n is possible.
 Inertia range : 66 ~ 320 Kg m sec²
 Used to evalua te the brake assembly of RAIL and HCV

 Used to evalua te the brake assembly of PCV
31

Financial Performance:
particulars 2007 -2008 2006 -2007 2005 -2006

Rs.Million. Rs.Million. Rs.Million.
Sales and operating revenue
1796.73 1577.81 1396.06
Other income 122.35 39.38 122.13
Profit before Tax after Dep. 43.60 190.52 226.90
Provision for Tax - 52.82 36.07
Profit after Tax 168-86 137.70 190.83
Surplus brought forward 33.00 33.00 33.00
Debenture Redemption Reserve - - 10.00
withdrawn
Amount available for Appropriation 201.86 170.70 233.83
Graph: 1
Sales and Profits:
2000
1500
Sales
1000 Profits
500
0
2007-2006 2005-2006 2004-2005
32

Quality Policy:
RBL believes:
 That customer satisfaction is an imperative and this is achieved by supplying

quality products in time at competitive prices.
 That quality should be designed, engineered and built into the product through
appropriate technology.
 In ensuring adequate in-house testing facilities, to create confidence and trust in

customers, on the performance of its products.
 In total employee involvement and commitment, by imparting adequate

knowledge and skills to all levels of employees, are the prime objectives of the
company.
 In doing things right first time and every time.
 Products are routed through stringe nt qua lity norms to match

expectatio ns
 Accredited with ISO 9001:2000, TS 16949 and ISO 1400
certifica tio ns
 Winner of the Deming prize in the year 2003
33

Environment Policy:
 RBL will strive to understand & minimize the environmental impact of its
products & processes.
 The processes include the manufacturing process, disposal of manufacturing

waste & product usage.
 Impact refers to resource consumption & any possible hazards, during each of
these processes.
 Resources refer mainly to non-renewable natural resources.
 The hazards may be environment - related or occupational hygiene- related.
 Impact assessment would consider the effect of inhalation, ingestion &

contact - through land, water or air.
 RBL will minimize any environmental impact through appropriate initiatives.
What new?
 Commenced supplies of aircraft disc pads to Hindustan Aeronautics
Ltd.
 Single source for disc pads to General Motors for Tavera.
 Commenced supplies to Ford India for Ikon
34

Corporate Organization chart:
Chairmen
Vice Chairmen
President
GM HR GM Plant GM M KT Head M aterials Vice President

Finanace
SR EXC M odule HR After OE Export Railways

EXC M GR M GR M KT M KT
Dy. M GR Regional
M GR
Asst M GR
Sr.EXC EXC
Sr.Executive
Excutive
35

36

CHAPTER – 4
RESEARCH OBJECTIVES
&
SCOPE OF RESEARCH PROJECT
37

1. PROBLEM DEFINITION:
Since competition become tightened in the automobile sector, due to entrants of more
manufactures including local players may reduce sales and profits of Organization. They
come up with new innovative products.
At this time, to measure the customer satisfaction level, the information from customers
to be collected. Local players may reduce the sales of organization. So that makes
customer to use the local Player’s products and what makes convince to them towards
quality products.
2. OBJECTIVE OF RESEARCH:
The research is done to Customer Satisfaction of the Rane products.
The main Research objectives are:
 Whether the customers are satisfied with the product.
 Awareness of the brand in the market.
 When thy satisfied with Price, Quality, Service and Availability.
 Whether they are satisfied with Quality, Price, Service and Availability of
the product or not.
 To know the market share of Rane Brake Linings.
38

CHAPTER: 5
RESEARCH METHODOLOGY
&
LIMITATIONS
39

RESEARCH METHODOLOGY
Research an academic activity and such the terms should be used in a
technical sense. According to Clifford Woody Research comprise defining and redefining
problems, formulating hypothesis or suggesting solutions, collecting, organizing and
evaluating data.
Research methodology is a way to systematically solve the problem. It may
be understood as a science of studying how research is done scientifically.
Hypothesis:
 Rane Brake Linings Ltd has been well recognized in the market.
 Products offered by the Rane Brake Linings are Quality and Availability at t
competitive Price.
 Rane Brake Linings gives strong competition to the existing manufacturers and
rivals.
 Rane Brake Lings gives best value to the customers.
 It has occupied more market share defeating other manufacturers.
 It’s a leader in the Brake linings manufacturers sector.
40

I. Followed the following steps for research is done scientifically.
1) Define the problem:
Since competition become tightened in the automobile sector, due to entrants of
more manufactures including local players may reduce sales and profits of Organization.
They come up with new innovative products. At this time, to measure the customer
satisfaction level, the information from customers to be collected.
2) Preparation of research design:
After the formulating the research problem in clear terms, I prepared a research design
1. Research design:
The research had been conducted through survey.
Design is as follows:
 Meeting customers in different regions such as Hyderabad, Vijay Wada and

Nellore across Andhra Pradesh.
 Prepared Questionnaire regarding to Measure Customer Satisfaction.
 Questionnaire is relevant to the problem.
 Asking customers those questions directly to given information.
 Met nearly 325 customers such as end user Mechanics and Drum cutters.
 Data analysis and Interpretation to draw conclusions.
2. Sampling plan:
 It was conducting in Hyderabad, Vijay Wada and Nellore. These are the main
divisions which has potential the Light Commercial Vehicles, Heavy Commercial
Vehicles.
 So these divisions will contribute more information to ascertain and measure

the Customer Satisfaction.
 Mechanics is the main customers to give actual information.
 In this replacement sector Mechanic is the direct customer can give more
information regarding the product.
41

3. Sample Size:
All the items under consideration in any field of inquiry constitute a population. A
complete enumeration of all the items in the population is known as a census inquiry. It is
not possible to survey the whole census so I decide the sample size for the collection of
primary data.
PLACES: Hyderabad, Vijayawada and Nellore.
SAMPLE: All the Mechanics and Drum cutters.
SAMPLE SIZE: 325.
Primary data:
Primary data collection was done by the survey directly from the customers, retail
out lets and whole sells distributors. There was well structured questionnaire for seek
response from the respondents.
Personal interview was conducted for collecting necessary information.
42

COLLECTION OF DATA:
Data was collected through Questionnaires:
QUESTIONIRIES
DATE: -------------
PLACE: ------------
Service station name: ----------------------------
Address: -------------------------------------------
Mechanic Name: -----------------------------------
Contact No: -----------------------------------------
Q No1] what are the vehicles are you servicing? [ ]
1) LCV 2) HCV 3) Others
Q No 2] how long have you been servicing the vehicles? [ ]
1) 1 to 10 years 2) 10 to 20 years 3) 20 to 30 years 4) Above 40 years
Q No 3] which company Brake Linings are you prefer? [ ]
1) Rane 2) TVS 3) ANL 4) Brake well 5) Others
Q No 4] what makes you to buy that company product? [ ]
1) Quality 2) Price 3) service 4) Availability
Q No 5] if you buy Rane Brake Linings, what is your opinion? [ ]
1) Excellent 2) Good 3) Average 4) Poor
Q No6] if you don’t buy RBL, give us the reason. [ ]
1) Quality 2) Price 3) Service 4) Availability
Q No 7] as per your requirement if we change Quality, Price, Service and [ ]

Availability, will you buy our product?
Q No 8] which one you prefer of the followings if we offer? [ ]
1) Cash coupon 2) Gift coupon 3) Price Discounts
Q No 9] what are your good suggestions to improve the sales
Specify____________________________________________
43

Research limitations:
1. Area coverage:
Main area has been covered through research. Areas are Hyderabad, Vijaywada and
Nellore has been covered. These areas are vast and big. An entire region has been
covered by me only. Its difficulty cover entire place by single person.
2. manpower:
As mentioned above the areas covered under this project are very huge. It is merely not
possible to cover such huge area by one or two people but requires minimum 2 group’s 8
to 10 people to carry out required project. So manpower is also one of the constrains for
this project.
3. Time management:
Sometimes it is difficult to take appointments and personal interview of the customers.
This was due to non - availability or busy with their work of the concerned person
because of his routine schedule & prior appointments.
44

CHAPTER – 6
DATA ANALTSIS, INTERPRETATION

AND
PRESENTATION
45

Data collection & Data Analysis
Market
Primary Secondary
The Primary market segment consists of:
 Mechanics
 Drum cutters
 Retail shops
The Secondary data has collected from:
 Internet
 Company Department’s
46

1. Total Market Share in Andhra Pradesh
BRAND NO. BRAND NAME No of Respondent Percentage

1 RANE 165 51%
2 TVS 68 21%
3 BRKE WELL 46 14%
4 ANL 43 13%
5 OTHERS 3 1%
GRAPH:
No.of Respondent
1%
13%
1 RANE
14% 2 TVS
51% 3 BRKE WELL
4 ANL
5 OTHERS
21%
47

2. The vehicles, which are servicing by Mechanics.
Sr. No. Vehicles No of respondents Percentage
1 HCV 167 51 %
2 LCV 114 35%
3 OTHERS 44 14%
GRAPH:
NO
No.OF
ofPERSONS
Respondent
14%
1 HCV
51% 2 LCV
3 OTHERS
35%
48

2. Servicing Experience of Mechanics.
Sr. No. years No. of Respondents Percentage
1. 1 to 10 83 26 %
2. 10 to 20 138 42%
3. 20 to 30 64 20%
4. Above 40 40 12%
GRAPH:
No. of Respondents
12%
26%
1 to 10
20% 10 to 20
20 to 30
Above 40
42%
49

3. Customers preference in the Product.
Sr. No. PREFERD No. of Respondents Percentage
1. Quality 178 55%

2. Price 102 31%
3. Service 32 10%
4. Availability 13 4%
Graph:
No. of Respondents
4%
10%
Quality
Price
55% Service
31% Availability
50

4. Performance of Rane Brake Linings in the market.
Sr. No. Feedback No. of Respondents Percentage

1. Excellence 179 55%
2. Good 113 35%
3. Average 22 7%
4. Poor 11 3%
Graph:
NO. OF RESPONCE
35%
Excellence
7%
Good
10%
Average
Poor
3%
55%
51

5. What Customers do not like in RBL.
S.no. Feedback No. of Respondents Percentage
1. Price 128 40%

2. Service 112 34%
3. Availability 71 22%
4. Quality 14 4%
No. of Respondents
4%
22%
40% 1 Price
2 Service
3 Availability
4 Quality
34%
52

6. Demand for RBL if changes are done according to the requirement of Negative
Customers.
Sr. No Opinion No. of Respondents Percentage

1. Yes 152 95%
2. No 8 5%
160
140
120
100
yes
80
no
60
40
20
0
53

8. Customers priorities for Discount offer.
Sr. No Opinions No. of Respondents Percentage

1. Cash Coupon 84 26%
2. Gift Coupon 193 59%
. Price Discount 48 15%
NO. OF RESPONCE
15%
26%
1 Cash Coupon
2 Gift Coupon
3 Price Discount
59%
54

9. Customers suggestions.
Sr. No. Suggestions No. of Respondents Percentage

1. Increase Servicing 133 41%
2. Reduce Price 108 33%
3. Increase OE Sales 84 26%
No. of Respondents
26%
41%
1 Increase Servicing
2 Reduce Price
3 Increase OE Sales
33%
55

CHAPTER – 7
CONCLUSIONS & SUGGESTIONS
56

CONCLUSIONS:
 RBL has been occupied 51% of market share of Brake Linings in the replacement
marketing in Andhra Pradesh followed by TVS, and Brake well.
 RBL is the Market Leader in Replacement Market.
 51% of Mechanics doing services for HCV.
 35% of Mechanics doing service for LCV.
 14% of Mechanics doing service for others.
 Many of the Mechanics vote for Quality and Price of the product rather than
Availability.
 55% of Mechanics said performance of RBL is excellence.
 35% of Mechanics said performance of RBL is good.
 7% of Mechanics said performance of RBL is avg.
 3% of Mechanics said performance of RBL is poor.
 So it’s clearly indicating performance of RBL is good at an avg.
 Price of the products is high.
 Service providing by the RBL is avg.
 Supply of the RBL products for OE segment in HCV is low with Japan
collaboration vehicles.
 Some times Quality of the product becoming hard.
 Many of negative customers out of 182 mechanics prefer to buy if RBL will do
the changes in terms of Price, service and Availability of product.
 Many of the customers vote for Gift coupon.
 Many of the customers suggesting RBL to provide best service, Reducing Price
and increase OE sales.
57

SUGGESTIONS:
 Since the Mechanics prefer the products which are before assembled with the
vehicles, it’s necessary to RBL has to tie up with many manufacturers of HCV
and LCV vehicles for supply of its products.
 Organization has to keep concentrate on maintain Quality and improving

Service.
 Marketing executives have to constantly meet Mechanics get the feed back
from them to improve Quality, Service of the products.
 Mechanics are the main source for our company. We need to attract them by
giving chance to participate in company occasional activities.
 Gift coupons have to be offered inspire of cash coupons, since Retailer are
loosing their profit and prefer to sell other brands which are giving them more
profits. Retailers are getting coupons cash from the executives after long
period.
58

Bibliography:
Books:
1. Marketing Management – By Philip Kotler, 11th edition.
2. Marketing Management – By V.S Ramasvami & S.Namakumari, 3 rd

edition.
3. Marketing Research – By D.D Sharma, 2nd edition.
4. Research Methodology – By C.R Kothari, 2nd edition.
Websites:
1. www.ranegroup.com
2. www.google.com
59

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“MEASURING CUSTOMER SATISFACTION

RANE BRAKE LININGS LIMITED,

IN PARTIAL FULFILLMENT OF REQUIREMENT

ACADEMIC YEAR 2007-2009

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Chapter No. Description Page No.

1.1 Topic in brief 05

Chapter – 2 Organizational Profiles 08

2.3 Rane Group Companies and Product Range 10

2.4 Manufacturing Locations 12

2.6 Mail stones 15

2.7 Major Customers 16

2.8 Group Sales 18

2.9 Share Holding Pattern 20

Chapter – 3 Industry Profile 21

3.1 About Rane Brake Lining Limited 21

2.3 Manufacturing Locations 23

3.4 About Hyd. Plant 24

3.5 Vision and Mission 24

3.6 About Products 25

3.8 Achievements and Standards 27

3.10 Distribution Channel 28

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3.12 Testing facilities 31

3.13 Financial Performance 32

3.14 Quality Policy 33

3.15 Environment Policy 34

3.16 Corporate Organization Chart 35

3.17 HYD Organization Chart 36

Chapter – 4 Research Objectives and Scope of Research 37

4.1 Problem Definition 38

Chapter – 5 Research Methodology and Limitations 39

5.1 Research Methodology 40

5.3 Define the Problem 41

5.4 Preparation of research design 41

5.5 Research design 41

5.6 Sampling plan 41

5.7 Sample Size 42

5.8 Primary data 42

5.9 Collection of Data 43

5.10 Research limitations 44

Chapter – 6 Data Analysis and Interpretations 45

6.1 Data collection & Data Analysis 46

Chapter – 7 Conclusions and Suggestions 56

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“Analysis of Customer satisfaction” is the topic selected which will

help the organization to know how customers treating their products.

325 customers in various places such as Hyderabad, Vijayawada, Nellore divisions of

definitely helps the organization for future developments and activities.

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manufacturing companies are becoming more customers oriented.

comparison with RBL competitors.

help the organization to improve the quality, service.

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long lasting products and best service.

equal satisfaction for customer expenditures. In my observation customers are delighted

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