CHAPTER – 1

INTRODUCTION

There is a heavy competition in each and every field and the Granite Industry is
one of the fast developing industries, it also faces severe competition. Now-a- days
granite industries are established even in small towns, Customer satisfaction plays a
major role which are helping to provide employment opportunities in the local areas. In
the success of any business. Therefore the study, which I have undertaken is a Study of
Customer Satisfaction towards Srivari Granites, Madurai.

INDUSTRY PROFILE

India is rich in natural resources. Minerals constitute the back-bone of economic growth
of any nation and India has been eminently endowed with this gift of nature. There is
much evidence that exploitation of minerals like coal, iron-ore, copper, lead-zinc has
been going on in the country from time immemorial.  Natural stones like granite and
marble are capable of taking a high polish and are therefore used as decorative stones for
cladding purpose in the construction industry, as well as for monumental and memorial
work. Marble carries a status symbol of luxury and it gives a long-term benefit to one
who has purchased it. This is so because it is a very durable stone. The marble tiles can
be used for indoor and outdoor decorations of our homes. Floors, countertops, fireplaces,
porticos of large or small buildings can be made elegant and luxuriant by marble. Large
buildings, monuments, mansions, multi-storied buildings make use of this stone for
adding that elegant decorative touch.
Since granite is a hard rock, special grinding and polishing heads are used for rapidly
grinding and polishing the slabs of granite. For polishing soft stones like marble, it is
necessary to have a complete surface to surface contact of the abrasive and marble. The
basic principle of polishing any natural stone is to hone the surface of the stone by
progressively using finer mesh of abrasives until the natural luster of the stone is
obtained. A polished piece of natural stone is capable of reflecting a major portion of the
light falling on it. In most modem stone processing plants, bonded abrasives are used for
grinding and polishing natural stones. India is largely self sufficient in most of the
minerals which include barytes, bauxite, chromite, dolomite, fluorspar, gypsum, iron ore,
kyanite, limestone, manganese ore, magnesite, sillimanite, etc. except the minerals like
copper, asbestos, lead and zinc, natural phosphates, sulphur and crude petroleum, in
which domestic production meets the demand only partially. India is one among the
leading countries in mining and export of granites and is rich in granite reserves.
Geologically ,the southern and eastern belts of nation are abundant in granite
deposits .different shades of granite are available in abundance in Tamil Nadu, Andhra
Pradesh, Karnataka, Maharashtra, Assam, Bihar, Rajastan, Orissa, Meghalaya and
Madhya Pradesh. Indian granite stone has become the most sought after and extensively
used stone material in building construction and massive structural works through the
world, and it is well known in the international market, not only for its elegance and
aesthetic quality, but also for its durability. In India there are 43 granite processing units
of which 12 are in Andhra Pradesh, 13 in Karnataka, 3 in Rajasthan, 14 in Tamil Nadu
and 1 in Orissa. During the last five years exports have grown steadily by about 10% a
year but this growth rate may increase even more in the near future. New companies are
steadily increasing their production capacity to meet the demand.

The granite has received a wider publicity and corporate importance in the last
few years. The industry is emerging now as a thrust export-area with several corporate
houses, supported by expert professionals trained in all aspects, entering the sector with
sophisticated world-class machinery and making it an organized one. Many overseas
buyers, including the Japanese, are the regular importers of the jet black material, which
is considered to be the world’s best variety and is found in abundance in Tamil Nadu,
Andhra Pradesh and Karnataka. But they have lost confidence in the supply of materials
owing to its interrupted schedule. This was because of inconsistent policies of the
governments towards the industry, together with political interference in mining lease and
other procedure.

The word granite comes from Latin geranium, a grain, in reference to the coarse-grained
structure of such a crystalline rock. “Granite” is a common widely occurring type of
intrusive, felsic, igneous rock. Which is granular & crystalline in texture. This rock
consists mainly of quartz, mica, and feldspar. By definition, Granite is an igneous rock
with at least 20% quart by volume. Granites sometime occur in circular depressions
surrounded by a range of hills, formed by the metamorphic aureole or hornets. Granite is
usually found in the continental plates of the earth’s crust. Granite is usually whitish or
gray with a speckled appearance caused by the darker crystals. Granites are nothing but
stones which are extracted from raw blocks, then they are cut into required sizes and
finally polish are made as per they are made ordered by the customers. These are used for
the purpose of decorating house, decorating the hotel, decorating the tomb, etc. Today in
the international market the need for granite have increased. As it is hard material so it
requires both man power and machine power. Granite along with other crystalline rocks
constitutes the foundation of the continental masses, and it is most important intrusive
rock exposed at earth’s surface. The specific gravity of granites ranges from 2.63 to 2.75.
Its crushing strength is from 1050 to 14000 kg per sq cm (15000 to 20000 in per sq in).
Granite has greater strength than sand stone, limestone and marble and is correspondingly
more difficult to quarry. It is an important building stone, the best grades being extremely
resistant to weathering

Total Contribution to the Economy

Total granite production in the Indian industry is estimated to be about 350 to 400
containers a month. (A curious unit- when referring to blocks the normal term used is
cubic meters, in slabs, the measurement unit is square meters or square feet, while in the
gravestones the reference point tends to be containers). As mentioned before, the entire
production is exported. Presently about 180 to 200 containers are exported to Europe,
approximately 50 containers a month are exported to United States, 40 containers to
Japan while the rest are sent to Australia, New Zealand, South Africa and other countries.
The months of November, December and most of January are considered to be the low
season when monthly production drops to about half. An average container has a price of
US$ 18000 to US$ 24000, depending on the materials used and the complexity of the
designs, thus the total industry size is established to be approximately US$ 85 million.

Domestic and Export share

Over the last three decades the Indian granite industry has modernized to global
standards. Sculptures and monuments made in India are being exported all over the
world. About 85-90 per cent of the total granite production in the country is for exports.
This is the best time for an entrepreneur to venture into this sector.

Latest Developments

 India has one of the largest reserves of granite in the world and exported Rs 2,600
crore (Rs 26 billion) worth of the stone in the past years. Granite exports this
fiscal are expected to touch Rs 2,800 crore (Rs 28 billion) and nearly one-forth of
these exports is accounted for by monument stones.
 Last fiscal, the total export of granite and marble from India has crossed the Rs
4,000 crore marks with the US accounting for the bulk of the consumption (40%).
 The All India Granite and Stones Association (AIGSA), which estimated a 10 %
increase in overseas sales every year.
 The Granite industry in Rajasthan has been growing at 50 % annually. But this
growth has serious social and environmental costs. As the water sources are being
depleted, forcing farmers to become laborers in the granite industry.
 Rajasthan Granite mining is an approximately Rs 800 crore industry today, it
forms 95% of India’s dimension stone exports.
COMPANY PROFILE
Srivari Granite is one of the highly recognized industries and has been synonymous for
quality in vertical of granites. The Srivari granites are well reputed and leading
manufacturer, processor, exporter of granite slabs and tiles. Srivari Granites was
established in 2006. The owner has an experience of 6 years. Which give them ample
amount of knowledge about the customers need and wants. Srivari granite industry is sole
proprietorship firm which is well recognized in the granite sector in the national market. .
Srivari granites supply all most all types of stone products in all most all colors. The
Srivari granites mainly concentrates in the production of Himalaya blue, Mudgal gray, cal
eye, Rajshree etc.. They always strive to provide their customers superior quality of
product and world class customer service. Their range of exquisite products is value for
money and the best in the in states.

Srivari Granites have been started by the owner as well as proprietor. It has its total area
of 10000 sq ft by providing employment to 20 to 25 employees. The production is about
150000 tiles approximately per annum with the turnover of 10000 per month. Now a day
the demand for granites is increasing at a high speed.

Vision:
The vision of the firm is to render maximum satisfaction to customers by providing
quality granite products.
Mission:

The mission of the firm is to be a market leader and to extract maximum market share by
developing better and efficient granite products in this innovative and challenging
environment.

Objectives of the company

* To maintain brand loyalty amongst the customers.

* To maintain the accuracy of rectangular cutting of tiles with best of polishing.

* To build good relations with the employees and customers.

* To build a strong customers relationship base.

* To attain self reliance.

* To serve the national economy.

* To promote employment opportunities.

* To create awareness of natural stones and their proper usage.

COMPANY AT A GLANCE

Name of the Firm : Srivari GRANITES

Location : Co-op. Industrial Estate Madurai

Type of Unit : Sole proprietorship.

Year of Establishment : 2006

Total Area : 10000 sq ft

Number of Employees : 25

Present Turnover : Rs.150000 Lacs

 ORGANIZATION CHART

PROPRIETOR

GENERAL
MANAGER

PERSONAL ACCOUNTANT PRODUCTION MANAGER SALES MANAGER

CUTTING UNIT POLISHING UNIT LABOURS

EDGE CUTTING

MANUFACTURING PROCESS

Raw materials
 Cutting

Polishing

Edging

WORK PROCESS OF THE COMPANY:

Work process refers to the steps involved in the organization to satisfy the demand of the
customers and also to attain the objectives. Performing of the work is the main element of
any firm. Work should be performed in a smooth and healthier way. In Srivari Granites,
the work is carried for all the 24 hours in a day. Work in the company is carried on, right
from the production to sales. The following information gives the overall view of the
working process,

PRODUCTION:

Production deals with the relationship between the input and output. The Srivari Granite
company purchases its raw material from nearby quarries like Ilkal, Kuknoor, Koppal,
etc. The raw materials purchased are called BLOCKS or BANDI .These are very big and
are of very large size which are extracted from the earth. These blocks are further sent for
cutting and polishing unit.

CUTTING UNIT:

The raw blocks are sent to the cutting unit for cutting. These raw blocks are sent to
cutting department through an equipment called trolley. Here the blocks are cut through
high technology machines. There are totally 3 main cutting machines in the industry.
Each unit costing Rs.15 lakhs. These all machines are water cutting machines .Water is
the main or necessary component for cutting tiles in the machines. These machines cut
the raw blocks of tiles into tiles of particular size specified by the customers. These
machines have a circular shaped blade with 100 centimeters radius. These blades are the
important part in the machines for cutting. The blades of the cutting machines are very
big in size. These help in cutting the blocks and are observed and changed monthly. The
blades are the main part in the cutting machine. After the blocks are cut they are taken for
polishing in the polishing unit.

Polishing unit:
Soon after the process of cutting is completed, the polishing process starts immediately.
Polishing is done with the help of high technique machinery. There are totally three
polishing units at Srivari Granites. Each unit cost nearly 15 lakhs rupees. The polishing
process requires high technique machinery for cutting and polishing. The water is
required in both the cutting and polishing process. Soon after the polishing unit of
granites tiles is done, then these slabs or tiles are sent for edge-cutting. In this edge
cutting process, these machines cut the tiles of particular sizes specified by the customers.
The finishing touch to the tiles is given by polishing instruments known as bricks. These
bricks are of different numbers depending upon its smoothness. The finishing touch is
given by these bricks. The polished granites tiles are stored or placed in a systematic
manner to avoid the breakage of tiles. Then these are ready for sales in the market.

Distribution channel:
On its own the firm needs to help the marketing intermediaries like wholesalers and
retailers to reach their products to the final customers. Network or distribution channels is
the process or steps undertaken by the firm, which includes the moments of finished
goods from production point to consumption point. Since from its inception Srivari
Granite follows direct meeting as well as levels of channels.

MANUFACTURING MANUFACTURING

CUSTOMERS DEALERS
 CUSTOMERS

The firm sells its products directly to customers or through dealers all over Karnataka
State. This is how the firm distributes its products and reaches the final customers.

Manpower:
In manpower the entrepreneur ensures that it has the right no. of people and right kind of
people with appropriate skills at right place and right time to do work for which they are
economically more suitable. Manpower means human resource i.e. the employee who
constitutes the heart and soul of any business. Human resource is real asset of any firm.
There are number of workers working in the polishing factory. The workers are divided
on their work experience. The employees are appointed according to their experience of
cutting blocks and polishing of granites tiles. Srivari Granites provides employment to 25
employees, who include personal accountant, production manager, sales manager,
machine operators and workers. Its employees are from Rajasthan and local employees
are very less. Payment is made on the basis of production of slabs monthly. Manages get
salary on monthly basis. The company divides the work of employees in two shifts. 1 st
shift is from morning 10am to 8pm and the 2nd shift is from 9pm to 8 am.

Granite Products :
It includes research and development programs and the new product policy. It includes
everything a customer gets right from design, quality, colour, thickness, packaging, etc.
Srivari Granites produces the products on the basis of customers order. The different
types of tiles are -

1. Ruby Red.
2. Hassan green
3. Mudgal grey.
4. Rajshree
5. Himalayan blue.

Srivari Granites stands for standards of excellence. Every product which leaves the
manufacturing unit displays impeccable quality, reliability and durability. They include -

 Granite slabs or tiles.

 Counter tops.
 Tomb stones.
 Garden furniture.
 Cladding and step flooring.
 Cobbles

Targeted customer:
Target customers are the actual customers, who form a particular segment of the
market and these customers produce products keeping in mind the requirements and the
standards specified. The targeted customers of Srivari Granites are shopping malls,
apartments, temples and local customers. They have customers who purchase and resell
the products too.

COMPETITORS:
Srivari Granites is the only firm in Madurai which is involved in the production of
granites. It has no competitors in Madurai in production, but in the distribution side there
are many competitors like retailers and show room dealers .In the production unit it has
competitors in different localities like virudhunagar,rajapalayam etc.

PRODUCT SIZE:

 ( 24”X12” size ) Tile.

 ( 18”X18” size) Tile.
DEPARTMENTAL STUDY

STORAGE DEPARTMENT

 Raw materials are stored, outside the factory.

 Finished goods are stored inside the factory.
 They maintain a store register for both the raw materials and finished goods.
 Tiles are stored in four piece in each box.

MARKETING DEPARTMENT

 They sell the finished goods as per the orders of customers.

 Marketing through the two distribution channels.
 Marketing through advertisement in news papers and magazines.

FINANCE DEPARTMENT

The producer sells the goods to the regular customers on a credit for 3 months.

Source of Finance

 The producer has invested his own funds.

 The producer borrows money for short terms needs from the bank.
 Borrowing from friends and relatives.
 He has availed loan from the Karnataka State Finance Corporation.

Function of the Finance Manager (Accounts Manager)

Preparation of the trial balance, monthly statement to the bank, makes payments to the
employees and labor and maintaining accounts of day to day transactions.
Accounting Function

It is art of recording day-to-day transaction in a systematic way. It includes -

 Overall control of the account section.

 Day-to-day correspondence with financial institutions.
 Preparation of periodical budget with general manager and accountant.

Duties of Accountant:

 To record up to date, regarding consignments and departmental sales.

 Supervision of the account section.
 Preparation of Final accounts.
 To make arrangements for meetings and contingency requirements.

QUALITY CONTROL & MAINTENANCE DEPARTEMT

Every two months they do oiling & greasing for each and every machine

Ex: Edge cutting machines, Polishing machines & other machines.

*Edge cutting machine: The maintainer maintains the machine by greasing & oiling
(Gear oil) which gives proper 90 degree edge cut to each tile.

*Polishing machine

 Maintaining the machines like cleaning, oiling and greasing regularly (every
fortnight). They are using three types of bricks known as 60 number, 30 number,
bricks and diamond bricks for the mirror polishing of tile.
 They change the cutting blade frequently every 15 days according to size of the
tiles to be cut.
QUALITY

 They give 90 degree edge cutting for each tile.

 They give mirror polishing.
 They maintain proper goods of stock which do not contain any damages or any
cracks in it.
 Good packaging is done to keep the materials in a safe mode.

PRODUCTION PROCESS

Different organizations adopt different methods of production. This organization adopts

one type of production, which can be called as “Water Cutting”.

First of all, the purchase department purchases the raw materials (cubes) from the quarry.
The supervisor inspects the cubes in the quarry and only after then, the cubes are loaded
in the lorry and transported to the Factory.
When the raw materials reach the factory, all the cubes are downloaded and taken to the
production unit.

Here the cutting of tiles takes place.

After cutting of the tiles in the required sizes, they are sent to the polishing machine.

Polished tiles are then sent to the edge cutting machine, here 90 degree cutting is done on
all the four sides.
Then the cleaning of the finished tile takes place.
Finished goods are stacked properly and ready for sale.
The waste pieces of the stones are stored in a separate place.

The water and tile dust is stored at the back side of the factory.
 CHAPTER – 2

Type of Research

The research is primarily quantitative in nature. The study is based on data

collected through structured questionnaire from the customers and interviews conducted
with them.

Objectives of the study

 To know the satisfactory level of customers.

 To establish various strategies to enhance the satisfactory level of
customers.
 To find out the reasons for the dissatisfaction of customers (if any).
 To know the preference of customer towards different products of the
company.
 To know at what prices customers favor to purchase these tiles and granite
polished stones.

SCOPE OF THE STUDY

The study on Customer Satisfaction reveals satisfactory level of customers towards

Srivari Granites and also helps to recommend strategies to enhance the level of customer
satisfaction.

METHODOLOGY
Tools of Data Collection

Data is any information – facts, concepts, and sensation represented in a formal manner,
suitable for communicating, interpreting, or processing. Data is the base for every
research work. The data collected for the purpose of analysis include both primary and
secondary data.

1) Primary Data: The primary data has been collected at first hand through direct
personnel interviews, using structured questionnaires. Primary data has been collected
directly from the customers and the proprietor of the firm.

2) Secondary Data: The secondary data is collected from the internet.

Research Techniques:

Structured Questionnaire

Personal Interviews

Statistical Tools: Tables / Charts

Sample size: 100

The sample size, which is taken for the study is of 100 customers, and is randomly made.
These sample customers were provided with a complete set of questions on which the
information was elicited and their response was recorded. A questionnaire was drafted in
such a way that it covered the various aspects of the required subject.

Sampling Technique: The research technique used is Stratified Random Method.

SWOT ANALYSIS

STRENGHTS

 Large deposits of superior quality granite in the country.

 Large variety of types and colors.
 Availability of improved technology.
 Availability of required infrastructure facilities and loans from Banks.
WEAKNESS

 Collection of payments in time is not happening.

 Incapability of product grading.
 Lack of advertising and sales promotion

OPPORTUNITIES

 Large and established world markets.

 Opportunity for exports.
 Growing size of middle income group in India.

THREATS

 Lack of high skilled work force.

 Competition
 Power Problems.
 CHAPTER – 3
LITERATURE REVIEW

Customer is a person who demands for the products or services offered by the
marketer or supplier. Whereas the term consumer refers to the end user of the product or
service. They may or may not be the customer.

Customer Satisfaction

 Satisfaction is a person’s feeling of pleasure or disappointment resulting

from comparing a product’s perceived performance (or outcome) with the
performance he expects of it.

 Complete customer satisfaction is achieved by understanding customer

requirement and delivering superior quality of goods and services

Over 38 years ago, Peter Druker observed that a company’s first task is “To create
customers” However, customers face a vast array of products and brand choices, price
and suppliers. How do they make their choices? We believe that our customers estimates
and what we offer will deliver the most value. Customer value maximizes within the
bounds rich costs and limited knowledge, whether or not the offer lives up to value
expectation affects both satisfaction and repurchase probability.

Customer perceived value

Our premise is that customer will buy from the firm that they see as offering the
highest perceived value (cpv). It is the difference between the prospective customer’s
evaluation of all the benefits and all the costs of an offering & the perceived alternatives.
Total customer value is the perceived monetary value of the bundle of economic
functional and psychological benefits customers expect from a given market offering.
Total customer satisfaction:

Whether the buyer is satisfied after the purchase depends on the offer’s performance in
relation to the buyer’s expectation. In general satisfaction is a person’s feeling of pleasure
or disappointment resulting from compiling a products perceived. Performance (or
outcome) in relation to his or her expectations. If the performance falls short of
expectations, performance matches the expectation, the customer is satisfied. If the
performance exceeds expectations the customer is highly satisfied or delighted.

The link between customer satisfaction and customer loyalty is not proportional. Suppose
customer satisfaction is rated on a scale from one to five at a very low level of customer
satisfaction (that is at level one), customers are likely to abandon the company and even
bad mouth it. At levels two to four, customer are fairly satisfied but still find it easy to
switch when a better offer comes along. At level five, the customer is very likely to
repurchase and even spread good word or delight creators an emotional bond with the
brand or company not just a rational preference

Measuring satisfaction although the customer centered firm seeks to create high customer
satisfaction that is not its main goal. If the company increases customer satisfaction by
lowering its service the result may bring lower profits. The company may be able to
increase its profitability by means of other than increased satisfaction (for example, by
improving manufacturing processes or investing more in research and development).
Also the company has many stake holders including employers, dealers, suppliers and
stock holder spending more to increase Customer Satisfaction might divert funds from
increasing the satisfaction of their “partners”. Ultimately, the company must operate on
the philosophy that it is trying to deliver a high level of customer satisfaction subject to
delivering accepting levels of satisfaction to the other stakeholders, given its total
resources.

Attracting customers

Today customers are becoming harder to please. They are smarter, more price conscious,
more demanding, less forgiving and they are approached by many more competitors with
equal or better offers. The challenge, according to Jeffery Gitomer is not to produce
statistical customers, several competitors can do this. The challenge is to produce
delighted and loyal customers.

Companies seeking to expand their profits and sales have to spend considerable time and
resources searching for new customer. To generate leads the company develops ads and
places them in media that will reach new prospects, it sends direct mail and makes phone
calls to possible new prospects , its sales people participate in shows and exhibitions
where they might find new leads and so on. All this activity produces a list of suspects.

To motivate its employees, to serve the customers well, it displays the following points -

Who is a Customer ?

 A customer is the most important person ever in this office…….. In

person or by mail.
 A customer is not dependent on us …….. We are dependent on him
 A customer is not an interruption at our work…….. He is the purpose of it.
 We are not doing a favor by serving him……. He is doing a favor by
giving us the opportunity to do so.
 A customer is not someone to argue, or match wins with.
 Nobody ever won an argument with the customer.
 A customer is a person who brings us his wants. It’s our job to handle
them profitably with care and comfort..

Forming strong customer bonds: the basics

 Companies that want to form strong customer bonds need to attend to the
following basics.
 Get cross- departmental participation in planning and managing the customer
satisfaction and retention process.
 Integrate the voice of the customers in all business decisions.
 Create superior products, services, and experiences for the target market.
 Organize and make accessible a database of information on individual customer
needs, preferences, contacts, purchase frequency and satisfaction.
  Make it easy for customer to reach appropriate company personnel and express
their needs perceptions and complaints.

Tools for tracking and measuring customer satisfaction

 Complaint and suggestion systems:

A customer- centered organization makes it easy for customer to register suggestion and
complaints. Some customer centered companies like P&G, general electric and whirlpool
establish hotlines with toll few numbers. Companies are also using web & E-mail for
quick two way communication.

 Customer satisfaction surveys:

Studies show that although customers are dissatisfied with one out of every four
purchases, less than 5% will complain, most customers will buy, test or switch suppliers.
Responsive company’s measure customer satisfaction directly by conducting periodic
surveys while collecting customer satisfaction data, it is also useful to ask additional
questions to measure repurchase intention to measure the likelihood or willingness to
recommend the company and the brand to others.

 Lost customer analysis:

Companies should contact customers who have switched to another supplier to learn why
this happened. Not only this, it is also important to conduct exit interviews when
customers first stop buying, it is also necessary to monitor the customer lost rate.
 CHAPTER 4

DATA ANALYSIS

1. Occupation of the customer?

Particulars Respondents Percentage

Business man 59 59%
Professional 03 3%
Employees 29 29%
Others 09 09

Analysis:

On the basis of above table 59% of the respondents are Business man and 3% of the
respondents are professionals, 29% are employees and others are 9%.

Occupation
Percentage

59%

29%
3% 9%
Business man Professional Employee Other
 INTERPRETATION: By conducting survey regarding the occupation of the
respondents, we come to know that the maximum of the customers are businessmen,
followed by employees in different organizations.

2. What range of tiles do you prefer?

Particulars Rs. 50 - 60 Rs.60 - 70 Rs.70 - 80 Rs.80 & above

Respondents 45 30 18 07
Percentage 45% 30% 18% 07%

Analysis:

On the basis of above table 45% of the respondents prefer Rs.50-60, 30% of the
respondents prefer Rs.60-70, 18% of the respondents prefer Rs.70-80 and 7% of the
respondents prefer above Rs.80.

Price range of Tiles

Respondents Percentage
45

30

18

7
45% 30% 18% 7%

Rs. 50 - 60 Rs.60 - 70 Rs.70 - 80 Rs.80 & above

INTERPRETATION: By conducting survey regarding price preference of the tiles we
come to know that maximum of the customers prefer tiles in the range of Rs. 50 to Rs.70.

3. Why do you purchase tiles from Srivari Granites ?

Particulars Respondents Percentage

For sale 63 63%
For own use 37 37%

Analysis:

On the basis of above table 63% of the respondents purchase tiles for further sale, and
37% of the respondents purchase for own use.

Purpose of Purchase
Percentage

63%

37%

For sale For own use

INTERPRETATION: By conducting the survey regarding the purchase decision of

the tiles, we come to know that nearly 63% of the customers are businessman, who are
purchasing for further sales.
4. What factors made you to purchase these tiles from Srivari Granites ?

Particulars Respondents Percentage

Quality 45 45%
Price 32 32%
Easy transport 16 16%
Nearness 7 7%

Analysis:

On the basis of above table 45% of the respondents purchase for quality, 32% for price,
16% for easy transport and 7% due to nearness

Factors influencing Purchase

Percentage

45%
32%

16%
7%
quality price Easy transport Nearness

INTERPRETATION: By conducting the survey regarding the preferential factors, we

come to know that the quality and price are the major influencing factors.
 5. Whether the company provides exchange facilities to you?

Particulars Respondents Percentage

Yes 00 0%

No 100 100%

Analysis:

On the basis of the above table 100% of the respondents are not getting exchange
facility.

Exchange Facility
Percentage

100%

0%
Yes No

INTERPRETATION: After conducting survey regarding exchange facility to

customers, the outcome is 100% of customers said that they are not getting any exchange
facility from the company, as it is the responsibility of the customers to take care of the
products delivered.
6. Do you recommend others to purchase tiles from Srivari Granites?

Particulars Respondents Percentage

No 00 0%

Yes 100 100%

Analysis:

On the basis of above table 100% of the respondents said that they recommend
others to purchase tiles from Srivari Granites.

Recommend to Purchase
Percentage

100%

0%
No Yes

INTERPRETATION: After conducting survey regarding, whether they recommend

other customers to purchase tiles from Srivari ranites, 100% of the customers said that
they recommend others to purchase.
7. Who influenced you to purchase tiles from Srivari Granites?

Particulars Advertisements Friends Family Other

Members dealers
Respondents 30 49 21 0
Percentage 30% 49% 21% 0%

Analysis: On the basis of above table 30% of the respondents said that the ads
influenced them 49% said friends influenced them, 19% said family members influenced
them and none were influenced by other dealers.

Influence to Purchase
Percentage

49%

30%
21%

0%
Ads Friends Family members Other dealers

INTERPRETATION: By conducting survey regarding, who influenced them to

purchase, the respondents said that friends, advertisements and family members
influenced them.
8. Do you get the delivery of tiles at the correct time?

Particulars Respondents Percentage

Yes 100 100%

No 00 0%

Analysis:

On the basis of above table 100% of the respondents said that they get delivery of
tiles on time.

Delivery
Percentage

100%

0%
Yes No

INTERPRETATION: When asked to customers that whether they get the delivery of
tiles on time, we came to know that all the customers were satisfied with the delivery of
tiles at the right time.

9. How do you give orders to the company?

 Particulars Respondents Percentage

Mail 8 8%

Telephone 68 68%

Direct Contact 24 24%

Fax 00 0%

Analysis: On the basis of above table 8% of the respondents give orders through mail,
68% of the respondents give orders through telephone and 24% of the respondents give
orders through direct contact.

Orders
Percentage

68%

24%
8%
0%
Mail Telephone Direct Contact Fax

INTERPRETATION: After conducting a survey on how do the customers give

orders to the company, the outcome was maximum telephonic orders, followed by direct
contacts.

10. How is the customer relationship ?

Particulars Respondents Percentage

Excellent 38 38%

Good 46 46%
 Ok 16 16%

Poor 00 0%

Analysis

On the basis of above table 38% of the respondents said excellent about the
customer relationship, 46% said its good and 16% said, it’s ok.

Customer Relationship
Percentage

46%
38%

16%

0%
excellent Good Ok Poor

INTERPRETATION: When we enquired about how is the customer relationship, we

came to know that 38% of the customers were very much impressed with the customer
relationship and said it was excellent and 48% of the respondents said that it was good.

11. Are you satisfied with the products?

Particulars Respondents Percentage

Yes 100 100%

No 00 0%
Analysis:

On the basis of above table 100% of the respondents are satisfied with the products.

Percentage
Percentage

100%

0%
Yes No

INTERPRETATION: After conducting the survey regarding the satisfaction of

customers towards the product that is the slabs, the outcome was that all the customers
are satisfied, which means that 100% customer satisfaction was achieved in this respect
because the firm provides the quality slabs and the size prescribed by the customers and
at better price to its customers.

12. What type of the tiles do you prefer to purchase from Srivari Granites?

Particulars Himalayan Ruby red Mudgal grey Others

Blue
Respondents 80 10 4 6
percentage 80% 10% 4 6%
Analysis:

On the basis of above table 80% of the respondents prefer Himalayan blue, 10% of the
respondents prefer Ruby red, 4% of the respondents prefer Mudgal grey, and 6% of the
respondents prefer other types of tiles.

Type of Tiles
Series1 Series2 percentage

80%

10% 4% 6%
Himalayan Blue Ruby red Mudgal grey Others

INTERPRETATION: By conducting survey regarding what type of the slabs the

customers prefer, the response was 84% of the customers prefer Himalayan Blue, because
it is costlier and used for decorative purpose like mouldings, borders and walls.

13. Does the firm provide credit facility to you?

Particulars Respondents Percentage

Yes 86 86%

No 14 14%
Analysis:

On the basis of above table 86% of the respondents are getting credit facility and
the rest 14% of the respondents are not getting credit facility.

Credit Facility
Percentage

86%

14%
Yes No

INTERPRETATION: When we asked the customers regarding credit facility, 86% of

the respondents said they get credit facility.

14. Do you face any problems while purchasing the tiles?

Particulars Respondents Percentage

Yes 0 0%

No 100 100%
Analysis:

On the basis of above table all the customers said that they don’t face any problems
while purchasing the tiles.

Problems
Percentage

100%

0%
Yes No

INTERPRETATION: when I enquired to customers that whether they face any

problems while purchasing, all the customers said that they don’t face any problems.

FINDINGS

According to the survey, the important findings are as follows.

 Most of the customers visiting are business man and employees.

 Most of the respondents prefer price of Rs.50-65, nearly 30% of the
respondents prefer Rs 60-70, 18% of the respondents prefer Rs.70-80 and a
negligible percent of the respondents prefer above Rs.80.
  Most of the respondents purchase tiles for further sale, and only 37% of the
respondents purchase for own use.
 Most of the respondents purchase tiles for quality, 32% for affordable price,
and 16% for easy transport and some of them due to nearness of the firm to
their place.
 Srivari Granites is not providing any exchange facilities to its customers,
which means that 100% of customers said that they are not getting any
exchange facility from the company.
 100% of the customers said that they recommend others to purchase.
 Most said friends influenced them to purchase, some others said family
members and advertisements influenced them and none were influenced by
other dealers.
 Customers were satisfied with the delivery of tiles at the right time.
 Some of the customers give orders through mail, A high percentage of the
customers give orders through telephone, and the rest 24% of the customers
give orders by direct contact.
 We came to know that some of the customers were very much impressed with
the customer relationship and said it was excellent, most of the respondents
said that it was good and only 16% of respondents said it as ok.
 Customer satisfaction was achieved in respect of the quality tiles.
 Some of the customers prefer Himalayan Blue, because it is costlier and used
for decorative purpose like mouldings, borders and walls. 10% of the
customers prefer Ruby red, because it is a commercial material and is used in
selected places in south, because it is used only in houses. Most of the
customers prefer Mudagal grey, because it is also a commercial product.
 Regarding credit facility, 86% of the respondents said that they are given
credit facility, and 14% of the respondents said that, no credit facility is given.
 All customers said that they don’t face any problems while purchasing the
tiles.

SUGGESTIONS
The study helped me a lot to gain information regarding customer satisfaction at Srivari
Granites. My recommendations are

 Most of the customers are business man and this is a strength factor. Through
proper advertisement and sales promotions of tiles, they can attract more
employees and individual customers, as these customers usually pay and take
delivery.
 More variety of products have to be introduced in the price range of Rs.50 to
Rs.80.
 The individual customer selling has to be developed as there is more profit and
quick payments in this segment.
 Price and Quality are the important factors, cost effective products have to be
developed through research and development.
 The firm needs to advertise its products in a proper media of advertising to attract
more and more customers and to retain its present customers.
 Credit facility given to buyers have to be brought down to 60 days from 90 days.
 The firm should adopt latest technology in the production side and to go in for
exports.
 The firm needs to attract newer segments of customers so as to increase demand
for its products. They have to set up Shops in neighboring States.
 Customer relationships have to be developed through customer meets and
participating in Industrial Exhibitions.

CONCLUSION

Today customers are becoming harder to please. They are smarter, more price conscious,
more demanding, less forgiving and they are approached by many more competitors with
equal or better offers. The challenge, according to Jeffery Gitomer is not to produce
statistical customers, several competitors can do this. The real challenge is to produce
delighted and loyal customers.

 I came to know, how an Industry set-up is and how the work culture goes on.
  Had a peep into the different departments of an Organization.

 This study helped me to gain an insight into Customer Satisfaction.

 The interaction with customers was a very good experience.

 The support and co-operation, I have received is immense.

 I have gained a practical experience, which has made me confident of setting up

an Industry after MBA.

Thank You

BIBLIOGRAPHY

 Internet
 Principles of Marketing by Phillip Kotler

 Marketing Management by Ashwatappa

 Marketing research by Tull and Hawkins.