PROJE

ECT REPO
ORT

ON

CUSTOMER
R SATISFA
ACTION

WITH REF
FERENCE TO EMKEF
Foot Care Products

PARAPPUK
KKARA (KE
ERALA)

al fulfilmentt of the requ

In partia uirement forr the award
d of the degrree of

R OF BUSINESS ADM
MASTER MINISTRAT
TION

SUBM
MITTED BY

LIBIIN RAJ.E.B
B

(Reg. No 35110103351)

Under the guidance of

R.SHEN
NBAGAVA
ALLI

SRM SCH
HOOL OF MANAGEM
MENT STU
UDIES
SRM UNIVERSIT
TY
KATTA
ANKULATH
HUR
MAY-2012
 BONAFIDE CERTIFICATE

Certified that this is a bonafide record of work done by LIBIN RAJ.E.B(Reg.No:3511010351),

for2nd Year MBA degree in “PROJECT REPORT ON CUSTOMER SATISFACTION
WITH REFERENCE TOEMKE FOOTCARE PRODUCTS”, SRM UNIVERSITY,
Kattankulathur during the academic year 2011-2012.

Submitted for the viva-voce examination held on -----------------------

DR.Jayashree Suresh MS.SHENBAGAVALLI

DEAN MBA Faculty In-charge

EXTERNAL
 DECLARATION

I LIBIN RAJ.E.B(Reg.No.3511010351)hereby declare that the project

report titled “CUSTOMER SATISFACTION WITH REFERENCE TOEMKE

FOOTCARE PRODUCTS” under the supervision and the guidance of

R.SHENBAGAVALLI,Asst.Professor of SRM School of Management, Chennai,

is the result of the Original work done by me and to the best of my knowledge, a

similar work has not been submitted earlier to any university or any other

Institution.

DATE: LIBIN RAJ.E.B

 ACKNOWLEDGEMENT
With great pleasure, I’m presenting this project entitled “CUSTOMER SATISFACTION
WITH REFERENCE TOEMKE Foot Care Products”. The project of this dimension would
not have been possible without the sincere help and earnest support provided to me from all
sources that was approached. I would like to express my heart filled thanks and gratitude to
MR.ANIL VARIYAR, General Manager of EMKE FOOTCARE PRODUCTS,Parappukkarafor
providing me an opportunity in this prestigious organization. I would also like to thank each and
every staff of this organization that supported and guided me.I have immense pleasure to express
my sincere thankfulness toDr.Jayashree Suresh, Dean of our college.

The project has been made possible by the greatest efforts and dedicated support
extended to me by my guide R.SHENBAGAVALLILecturer SRM School of Management,
Chennai.

Above all, I thank God almighty for his entire blessing.

**********
 LIST OF CONTENTS

CHAPTERS TITLES PAGE NO.

TITLE I

BONAFIED CERTIFICATE ii

DECLARATION iii

COMPANY CERTIFICATE iv

ACKNOWLEDGEMENT v

INTRODUCTION 2

1 1.1 - STATEMENT OF THE PROBLEM 3

1.2 - INDUSTRY PROFILE 4

1.3 - COMPANY PROFILE 11

1.4 - PRODUCT POFILE 16

1.5 - OBJECTIVES OF THE PROJECT 17

1.6 - SCOPE OF THE PROJECT 18

1.7 - LIMITATIONS OF THE PROJECT 19

1.8 - REVIEW OF THE LITERATURE 20

2 RESEARCH METHODOLOGY

2.1 - INTRODUCTION 28

2.2 - RESEARCH DESIGN 29

2.3 - SAMPLING 30
 2.4 - METHOD OF DATA COLLECTION 31

2.5 - TOOLS USED FOR PROJECT 32

3 DATA ANALYSIS

3.1 – PICTORIAL CHARTS 36

3.2 – SWOT ANALYSIS 64

4 FINDINGS, SUGGESTIONS&
RECOMMENDATIONS

4.1 – FINDINGS
67
4.2 - SUGGESTIONS
69
4.3 – RECOMMENDATIONS
70

5 CONCLUSION 72

QUESTIONNAIRE

ANNEXURE
 LIST OF TABLES
TABLE TITLE PAGE
NO. NO.
Table showing whether the respondents are aware about EMKE
1 footwear 42

2 Table showing the respondents opinion about EMKE footwear’s 43

Table showing about easy availability of EMKE foot wears

3 44

4 Table showing source of awareness of EMKE footwear 45

Table showing opinion about whether the advertisement is effective
5 46
Table showing the respondents opinion about the statement
6 47
“EMKE foot wears price is reasonable
Table showing the opinion about the statement”EMKE foot wears
7 designs are good” 48

Table showing the opinion about long lasting of EMKE foot wears
8 49
Table showing the respondents opinion about the statement
9 50
“Quality of EMKE foot wear is up to mark”
Table showing the opinion about the comfortableness of EMKE
10 51
foot wears
Table showing the opinion whether the product is safe in terms of
11 health 52

Table showing most preferable brand by the respondents other than

12 EMKE foot wears 53

Table showing the respondents opinion about the statement “EMKE

13 footwear’s varieties are good” 54

Table showing opinion about availability of discounts

14 55
 Table showing the ranking of factors while choosing EMKE
15 footwear. 56

Table showing the opinion about statement ”extent advertising and

16 59
sales promotion bring awareness of EMKE foot wears
Table showing opinion about the question ‘What comes to your
17 60
mind when you hear the word ‘EMKE foot wears. ”
Table showing the opinion to the statement “whether reputation of
18 61
EMKE foot wears induces customers to buy”
Table showing the respondents opinion of EMKE foot wears with
19 other players in total 64

Table showing opinion about the question ‘Would you recommend

20 66
EMKE foot wears to others”
 LIST OF CHARTS
TABLE TITLE PAGE
NO. NO.
Chart showing whether the respondents are aware about EMKE
1 footwear 42

2 Chart showing the respondents opinion about EMKE footwear’s 43

Chart showing about easy availability of EMKE foot wears

3 44

4 Chart showing source of awareness of EMKE footwear 45

Chart showing opinion about whether the advertisement is effective
5 46
Chart showing the respondents opinion about the statement
6 47
“EMKE foot wears price is reasonable
Chart showing the opinion about the statement”EMKE foot wears
7 designs are good” 48

Chart showing the opinion about long lasting of EMKE foot wears
8 49
Chart showing the respondents opinion about the statement
9 50
“Quality of EMKE foot wear is up to mark”
Chart showing the opinion about the comfortableness of EMKE foot
10 51
wears
Chart showing the opinion whether the product is safe in terms of
11 health 52

Chart showing most preferable brand by the respondents other than

12 EMKE foot wears 53

Chart showing the respondents opinion about the statement “EMKE

13 54
footwear’s varieties are good”

Chart showing opinion about availability of discounts

14 55
 Chart showing the ranking of factors while choosing EMKE
15 footwear. 56

Chart showing the opinion about statement ”extent advertising and

16 59
sales promotion bring awareness of EMKE foot wears
Chart showing opinion about the question ‘What comes to your mind
17 60
when you hear the word ‘EMKE foot wears. ”
Chart showing how the respondents considering EMKE foot wears
18 with other foot wear companies in total 64

Chart showing opinion about the question ‘Would you recommend

19 66
EMKE foot wears to others”
 CHAPTER 1

INTRODUCTION

1. INTRODUCTION OF THE STUDY

Customer satisfaction is a term frequently used in marketing, is a measure of how products and
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 (ratings) exceeds specified satisfaction
goals."It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard.

This satisfaction level is a function of difference between perceived performance and

expectations. If the product’s performance, exceed expectation the customer highly satisfied or
delighted. If the performance matches the expectations the customer is satisfied. If the products
performance fall shorts of expectations the customer is dissatisfied.

As a part of the MBA program an organizational study was conducted at EMKE

FOOTCARE PRODUCTS, to know about the functions of an entire organization. The study was
mainly based on the topic customer satisfaction and the study was conducted for a period of
two months. The aim of the study is to acquire practical knowledge of the application of
management theories in the functioning of the organization and it also helps in understanding the
organization structure.
 1.2 STATEMENT OF THE PROBLEM

The study is entitled “Customer satisfaction of EMKE Foot care Products, a private company
owned by LULU group.

The study on customer satisfaction helps to know the tastes &preferences of the
customers. Mainly five factors influenced customer satisfaction – profit margin, availability of
products, quality, reasonable price and promotion. When these five factors were high, customer
satisfaction was high in all organization. When these five factors were low. Customer
satisfaction is low. This study is very useful and helpful to know the customer requirements.
 CHAPTER 2
INDUSTRY PROFILE

History of Foot wears

Foot wear is estimated to have started its long history of human use during the Ice Age
some 5million years ago. Unkind weather conditions are said to have created the necessity for
foot wear. Other evidences show that footwear came to use at the end of the Paleolithic Period, at
about the same time the early humans learned the art of leather tanning. Early pieces of footwear
were made of wrappings, usually made of leather or dried grasses. Later on pieces were
developed from an oval piece of leather which is bound by a piece of strong leather thongs.
Sandals, which are the first crafted footwear, are the successors to these wrappings. In Egyptian
funeral chambers, paintings show the different stages in the preparation of leather and footwear.
The images also show that in Egypt, footwear depicted power and class. The Pharaohs sandals
were distinguished by the turned up toes, a characteristic which is missing in the commoners’
footwear. Egyptian sandals were crafted using straw, papyrus, or palm fibres. Later on, Egyptian
women adorned their footwear with precious stones and jewels.

Material evidences showed that the Greeks loved and took good care of their feet by using
different footwear for different activities. Greek women began wearing sandals to signify their
social class. Their footwear signified beauty, elegance, refinement, and extravagance. It has been
said that Greek women of bad reputation attracted men by wearing elevated sandals. These
sandals create a ³clacking´ sound when the wearer moves, and this sound was considered as a
symbolic flaunting of sexual charms. In Mesopotamia, leather wrappings are tied to the feet by a
strip of the same material. Romans, on the other hand, created durable leather thongs so their
legions can travel to places on foot. In Rome, footwear also exhibited social class.

But in all of these early civilizations, footwear indicated social status. Footwear consists of
garments that are worn over the feet. They are worn mainly for protection and hygiene, but also
for fashion and adornment. Footwear items come from a wide range of materials including
leather, rubber, canvass, wood, and plastic. But early pieces were made from available materials
like straw, leather, cowhide, and grasses.
 When footwear is assembled, the main components are adhesives, cushion, counter fort,
heel, hook, insole, laces, sole, steel shank, tack, toe puff, tread, and welt. Generally, footwear is
classified into: boots, industrial footwear, shoes, and sandals. Boots are available as cowboy
boots, galoshes, ski boots, thigh length boots, and so on. Industrial footwear includes plastic
boots and rubber loafers which are used in laboratories, construction sites, and production lines.
Shoes include athletic shoes (or running shoes), climbing shoes, clogs, high heels, maryjanes,
moccasins, mules, loafers, tap shoes, and cross-training shoes. Sandals, on the other hand,
include espadrilles, flip flops or thongs, slide ones, and slippers. Footwear is considered an
extension of one’s personality. Well-maintained footwear says things about the owner, with
cleanliness as the most important concern. Although the intricacy of this craft may have been
Lost to modernization, their influences are still present in shoes today. The moccasins worn in
early times by people in cold countries are still being worn there, while the sandal patterned after
the Egyptians creation is still frequently used in hotter countries.

Indian Footwear Industry

The Indian market for footwear includes all producers of non-cleated, rubber and plastic
footwear designed in style or for use. The industry is a collection of smaller, segmented, yet
often overlapping markets, defined by both the price and the purpose of the shoes. For instance,
there are mini-markets for shoes designed for each of many sports and other purposes:
basketball, running, walking, tennis, and casual wear. The greatest overlap between these
categories is between performance shoes and casual wear. Therefore, there is some degree of
overlap between most segments.

The industry is dominated by a few large firms, while the majority of other players have
less than 5% market share. These firms fight for market share through non-price competition, on
strategies such as strengthening brand image and increasing product proliferation. The success of
each firm is greatly dependent upon its marketing campaigns. The brand image of the major
firms is created by extensive marketing campaigns and celebrity endorsements. Consumers
associate themselves with a particular brand and tend to stick with the brand with which they are
comfortable. Entry to the industry is difficult as brand loyalties are high. Standing on the
threshold of a retail revolution and witnessing a fast changing retail landscape, the Indian
footwear market is set to experience the phenomenal growth in coming years.
Target Segmentation

Geographic: City: More focus on metro cities because people believe in trying innovative, new
and better products.

Demographic: Gender: Male and Female both. Age: Various age groups are targeted by the
industry. Income: Here industry needs to find out that how much expenses are incurred by the
people regarding their footwear.

Psychographic: It depend on the requirement of the consumer that which particular

segment they need to approach for the products available in the market by the different players.
E.g.: A Professional goes for purchasing for Formal Shoes, Student goes for Casual Footwear.

Production Technology

The production of the industry starts with Agro Industries and progresses through the
chemical industry and tanning to manufacturing. Leather is a by-product of the food industry. It
is a commodity and as such is subject to market forces in a similar way to tea, sugar, coffee, etc.
Generral Productiion Method
d of foot weaars
Role of Indian Footwear Industry on Export

Nearly 75% of India’s Export of Footwear is to the European Countries and the USA. The
Indian Footwear Industry provides employment opportunities to a total of 1.1 million people,
mostly from the weaker sections of the society. Out of this, about 0.2 million are employed in the
organized sector, 40% of who are women. Remaining 0.9 million people are engaged in
unorganized footwear sector like rural artisans, cottage and household units etc. The Footwear
Sector is now de-licensed and de-reserved, paving the way for expansion of capacities on
modern lines with state-of-the-art machinery. To further assist this process, the Government has
permitted 100% Foreign Direct Investment through the automatic route for the Footwear Sector.

Major Markets for Indian Footwear

The European Union and the USA are the major markets for Indian Footwear accounting
for 79.95% and 9.22% share respectively in India’s total footwear export. The major markets for
Indian Footwear are Germany 16.66%, UK 16.31%, Italy 15.32%, USA 9.22%, France 7.81%,
Spain 5.10%, Netherlands 4.91%, Portugal 2.50%, UAE 2.48% and Denmark 1.18%. These
10countries together accounts for nearly 81.49% of India’s total leather products export.

Future of the industry

Future growth of Indian footwear industry in India will continue to be market driven and
oriented towards the European and the US markets. Technology partnerships with major
merchandising houses in USA and market leaders in Europe are decided advantages in the
integrated developmental plan of India. An ambitious target of US$ 4.5 billion in respect of
Footwear export from India by 2010-12where the overall export of leather products will reach
US$7 billion, wherein footwear alone will account for a share of 65% in India’s total leather
export trade.
Key Issues & Facts

Indian footwear market is expected to grow at 19% CAGR by 2012 on growing demand
for women and children footwear, rising brand-consciousness and rising role of women in retail
Purchases. With growing demand for children and women footwear, the Indian footwear retail
market is projected to grow at a CAGR of about 19% between 2009 and 2012. Low cost of
footwear production is another major advantage with India which will help in sustaining
footwear demand in near future. India has tremendous untapped potential in the ladies and kids
footwear segment. Besides, women in India are becoming a key decision maker for most of the
retail buying like footwear as their role in family planning and contribution to income is
increasing. They have also been found doing impulsive buying for their kids during their visit to
shopping malls. Thus, this changing trend will definitely help in raising the demand for footwear
in India. Indian footwear market gives intensive qualitative and quantitative evaluation of the
market.

Key Success factors

• Focus on exports, develop international quality products.

• It should be in constant touch with international fashion trends.
• Need to have a wide product range to cater to all markets segments.
• Raw material sourcing critical as prices fluctuate often.
• Domestic market - need to focus on distribution.
• Product branding is essential.
Key Drivers

• Increasing trends & changing fashion driving the market.

• Manufacturers emphasizing on branding leather products.
• Export market expected to grow.
• Many international brands have started outsourcing from India.
Key Challenges

¾ Location: "Right Place, Right choice "Location is the most important ingredient for any
business that relies on customers, and is typically the prime consideration in a customer’s
store choice. Locations decisions are harder to change because retailers have to either
make sustainable investments to buy and develop real estate or commit to long term lease
with developers. When formulating decision about where to locate, the retailer must refer
to the strategic plan.
¾ Merchandise: The primary goal of the most retailers is to sell the right kind of
merchandise and nothing is more central to the strategic thrust of the retailing firm.
Merchandising consists of activities involved in acquiring particular goods and services
and making them available at a place, time and quantity that enable the retailer to reach
its goals. Merchandising is perhaps, the most important function for any retail
organization, as it decides what finally goes on shelf of the store.
¾ Pricing: Pricing is a crucial strategic variable due to its direct relationship with a firm's
goal and its interaction with other retailing elements. The importance of pricing decisions
is growing because today’s customers are looking for good value when they buy
merchandise and services. Price is the easiest and quickest variable to change.
¾ Target Audience: "Consumer the prime mover" "Consumer Pull", however, seems to be
the most important driving factor behind the sustenance of the industry. The purchasing
power of the customers has increased to a great extent, with the influencing the retail
industry to a great extent, a variety of other factors also seem to fuel their tailing boom.
¾ Scale of Operations: Scale of operations includes all the supply chain activities, which
are carried out in the business. It is one of the challenges that the Indian retailers are
facing.
 CHAPTER 3
COMPANY PROFILE

Company information

The EMKE foot wears were incorporated in 2005. The company started with 60 efficient
workers. The company mainly producing foot wears. Evalu, Skipper, Rambler are the major
brands produced by the company. EMKE foot wears are owned by the Lulu group which is one
of the leading business groups in Middle East. EMKE foot wears were able to achieve around
five crore of turnover for last few years.

EMKE foot wares are a very good competitor among other players in the market. They
are mainly doing the sales activities through wholesalers and retailers. The company maintained
a good business environment which leads to future growth and clears the other complications
like strikes and stock scarcity. The company is aiming to expand its business to a larger level in
coming years.

Vision statement

“There is great meaning in life for those who are willing to journey” - Jim England

Retail Supply chains, Manufacturing, Exports, Imports, Distribution, Business service

solutions, Hospitality… In each service, product, outlet there is a mark of quality and trust,
which ranked EMKE as one of the biggest Indian owned conglomerates in the Gulf being
employing more than 15,000 people from over 28 countries. In the process of reaching the mile
stone one after another, the EMKE foot care is the new venture.

Mission statement

“Setting out well is a quarter of the journey”- Ancient Proverb

The heart-felt customer satisfaction is aimed in each product of EMKE foot care as through
dedication and drive the EMKE foot care would be the synonym of feet and footwear industry
throughout the world. Regarding the design and trend of footwear, EMKE really cares the varied
taste and preference of the customers.
Core Values

The Core Values that EMKE lives by are exclusive in their overpowering simplicity and
absolute effectiveness. They are:

1. Corporate Citizenship

2. Honesty

3. Transparency

4. Employee Satisfaction

5. Customer Orientation

6. Team Orientation

Quality Drive

The quality of EMKE products is highlighted by four factors. Exceptional quality of the raw
material, dedicated R&D, stringent quality control and unique product design. EMKEfootwears
are born out of pure latex. Growing to a special combination of additive for strength, lasting
power and comfort, it is wedded to pleasing aesthetic colors. Each and every piece is examined
minutely for ensuring perfection. Only then it goes out into the market- durable, comfortable and
stylish- to reach its valued customers.

Services offered by the company

Public relation

EMKE foot wears is trying to maintain a good relation with general public. It is enhancing
build their brand image and brand loyalty. They also maintain better relations with retailers and
wholesalers for smooth running of business.
Sales promotion

EMKE foot wears provides various sales promotion schemes to its dealers and customers
for increasing their sales. Such activities include boards and banners, T.V advertisements,
newspapers, etc.

Social ethics

The company has taken many measurements to maintain its corporate social
responsibilities towards the society. Some of which are been listed below:

• Proper disposal of wastes there by controlling environmental pollution.

• Providing direct and indirect employment.
• Donations for the cultural programs.
Safety measures

For safety of workers at plant, they are provided with:

• Mask.
• First aid facility.
• Dust extraction system which helps to suck the dust.
Leave

ƒ Casual leave: 9 days for workers and for staff is 11.

ƒ Privilege leave: 15 days per year.
ƒ Sick leave: up to 90 days.

Expected Growth rate of Indian foot wear industry

¾ The Indian footwear retail market is expected to grow at a CAGR of over 20% for the
period spanning from 2008 to 2012.
¾ Footwear is expected to comprise about 60% of the total leather exports by 2012 from
over 38% in 2006-07.
¾ Presently, the Indian footwear market is dominated by Men’s footwear market that
accounts for nearly 58% of the total Indian footwear retail market.
 ¾ By products, the Indian footwear market is dominated by casual footwear market that
makes up for nearly two-third of the total footwear retail market.
¾ As footwear retailing in India remain focused on men’s shoes, there exists a plethora of
opportunities in the exclusive ladies’ and kids’ footwear segment with no organized
retailing chain having a national presence in either of these categories.
¾ The Indian footwear market scores over other footwear markets as it gives benefits like
low cost of production, abundant raw material, and has huge consumption market.
¾ The footwear component industry also has enormous opportunity for growth to cater to
increasing production of footwear of various types, both for export and domestic market.
Major competitors

Severe competition exists in the foot wear industry. Most of the competition is from Kerala. But
the various marketing strategies followed by EMKE foot care products helps to get them good
sales.

The main competitors are:

ƒ Lunar foot wears

ƒ VKC Foot wears
ƒ Bata Foot wears
ƒ Paragon Foot wears
While raw material prices in local market have increased steeply, they opt to import the
raw material from outside were prices are cheap & it is of good quality. Prices of raw materials
required for foot wear production have registered a steep increase in the past few years. The
limited pricing flexibility allowed by competition has exerted pressure on EMKE foot wears.
 Organizational structure

GENERAL MANAGER

FINANCIAL MANAGER

MARKETING MANAGER

PRODUCTION MANAGER

STORE INCHARGE

ACCOUNTS INCHARGE

WORKERS
 1.4 PRODUCT PROFILE
Brands of EMKE foot wears

Following are the two major brands produced by EMKE foot wares:

™ SKIPPER
™ RAMBLER
™ EVALU
Product line

Following are the different product lines maintained by EMKE foot wares to target the various
kinds of customers.

Brand Names Product verities

Kids foot wares

Ladies foot wares
Skipper
Man’s foot wares

Kids foot wares

Ladies foot wares
Rambler
Man’s foot wares

Kids foot wares

Ladies foot wares
Evalu
Man’s foot wares

Method of production

Raw Materials: Rubber sole sheets, plastic straps, rubber straps, packing materials, etc. are used
as raw materials; PU & EVA are the major ingredients of all EMKE foot wears.

Process: Cutting of soles polishing of upper soles, punching of soles, fitting of straps, packaging
in cartoons, etc. are the major production process performed in the company.

Machinery: Sole cutting machines, polishing machines, punching machines, size plate
machines, electric motors, etc. are used for producing the foot wares as per the quality required.
 OBJECTIVE OF STUDY

PRIMARY OBJECTIVE

• To determine the overall customer satisfaction of the EMKE Foot care Products,
Parappukara.

SECONDARY OBJECTIVE
• To identify customer perceptions of “key areas of weakness” and “key areas of strength”.
• To measure and prioritize areas where improvement will most affect customer
satisfaction.
• To identify key competition and determine competitive position.
• To study the tastes, preferences, and buying behavior of consumers in case of footwear of
EMKE.
• To analyze the factors which influencing the customers while purchasing EMKE
Footwears.

1.6SCOPE OF THE STUDY

• The scope of the study is limited to the services offered by EMKE foot care products.
• Study objective is to examine the various factors which play their part in customer buying
behavior.
• The major dissatisfaction areas for the customers.
• The study considered the urban area of thrissur town.
• The sample under consideration consisted of the existing customers of EMKE foot care
products.
 1.7LIMITATIONS OF THE STUDY

• In the personal interview method of primary data collection, there remains the possibility
of the bias.
• The time allotted for the interview may not be sufficient.
• Opinion of customers may be affected by personal bias.
• The survey is made only on the basis of a sample size of 50 agents only.
• This sample size is a limiting factor for the survey.
• The respondent are very busy, they are not ready to answer all questions in the
questionnaire.
 CHAPTER 4 

LITERATURE REVIEW
Marketing

Marketing is indeed an ancient art it has been practiced in one way or the other since the
days of Adam and eve. Its emergency as a management discipline, however, is of relatively
recent origin. And within this relatively short period, it has gained a great deal of importance and
stature, in fact today most management thinkers and practitioners the world over, regarding
marketing as the most important of all management function in any business.

Definition of Marketing

“Marketing is a social and managerial process by which individuals and group obtain what
they need and want through creating, offering and exchanging products of value with others”. -
Philip Kotler

“Marketing consist of all activities which a company adopts itself to its environment-
creativity and profitability”. - Roy Corey

The Marketing concepts

The marketing concept was born out of the awareness that marketing starts with the
determination of customer wants and ends with the satisfaction of those wants the concept puts
the consumer both at the end of the business cycle. It stipulates that any business should be
organized around the marketing function, anticipating, and stimulating and meeting customer’s
requirements. The customer, not be corporation has to be the center of the business universe.

Marketing Research

Marketing research is a dynamic subject it has a wide coverage including marketing studies
relating to market product policies mean and methods etc. Marketing research begins even when
production is in the planning stage. It is also continuous throughout the lifetime of an enterprise.
It is thus a continuous operating although here may be some projects taken up for solving
specific problems of enterprise.Marketing research is the collection and interpretation facts that
marketing to get production Mix efficiently in to the hands of customers. Marketing research
encompasses all information pertinent to this task. It is the systematic objective and exhaustive
search from and study of facts relevant to any problem in the field of marketing.

Definition of marketing research

“Marketing research is the systematic problem analysis, model building and fact for the
purpose of improved, model building and fact for the purpose of improved decision making and
control in the marketing of goods and services”. - Philips Kotler, Marketing Management

“Marketing research serves two major functions, it provides information for decision
making and it develops new knowledge”. - Robert Ferder, Hand Book of Marketing
Research

Nature and scope of marketing research

Marketing research is of a comparatively recent origin even through it made a slow

beginning its growth in a short span has been tremendous. It has, in the course of development
sophisticated methods and methodologies in the application of statistical and behavioral science
concepts. The use of marketing research in consumer market is now reasonably wide spread. It
ascertains the position of the company in a specific industry. It indicates the present and future
trends of the industry and thus points out or the company affairs are to be managed. It helps in
the development and introduction of new products. It offers guidance for improving the current
products of the company. It helps the effective of sales management. It can reduce the risk
involved in marketing decision.

Philip Kotler:
‘Marketing Management’: Customer Satisfaction

According to Philip Kotler, “satisfaction is a person’s feelings of pressure or disappointment

resulting from product’s perceived performance (outcome) in relation to his or her expectations.
Customer satisfaction is the level of a person’s felt state resulting from comparing a product’s
perceived performance (outcome) in relation to the person’s expectations”.
Measuring customer satisfaction

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.

This satisfaction level is a function of difference between perceived performance and

expectations. If the product’s performance, exceed expectation the customer highly satisfied or
delighted. If the performance matches the expectations the customer is satisfied. If the products
performance fall shorts of expectations the customer is dissatisfied.

1 Many companies are aiming for high satisfaction because customers who are just satisfied
still find it easy to switch when a better offer comes along. High satisfaction or delight
creates an emotional affinity with brand.

2 Variety of factors that affect customer satisfaction includes product quality, product
availability and after sales support such as warranties and services. Customer satisfaction is
seen as a proof of delivering a quality product or service. It is believed that customer
satisfaction brings sales growth, and market share. A company can always increase customer
satisfaction by lowering its price or increasing its services but this may result in lower
profits. Thus the purpose of marketing is to generate customer value profitability.

3 India is on the threshold of a new millennium. India chose for global economy, exposing her
to winds of change in the market place, which has expanded vastly and become fiercely
competitive. In the changed environment, decision makers view the marketing concept as
the key to success. Marketing in practice has to manage products, pricing, promotion and
distribution.
4 A successful product can be developed by exploding these opportunities. While delivering
the value of the consumer we make use of marketing support. This support is based on the
knowledge of consumers and distribution. Marketing support both at the introduction of
products and maturing is considered

5 Marketing, as suggested by the American Marketing Association is "an organizational

function and a set of processes for creating, communicating and delivering value to
customers and for managing customer relationships in ways that benefit the organization and
its stakeholders".

6 The two major factors of marketing are the recruitment of new customers
(acquisition) and the retention and expansion of relationships with existing customers (base
management). Marketing methods are informed by many of the social, particularly
psychology, sociology, and economics. Anthropology is also a small, but growing,
influence. Market research underpins these activities. Through advertising, it is also related
to many of the creative arts.
7 For a marketing plan to be successful, the mix of the four P’s i.e. product, price, place,
promotion, must reflect the wants and desires of the consumers in the target market. Trying
to convince a market segment to buy something they don’t want is extremely expensive and
seldom successful. Marketers depend on marketing research , both formal & informal, to
determine what consumers want and what they are willing to pay for. Marketers hope that
this process will give them a sustainable competitive advantage. Marketing management is
the practical application of this process. The offer is also an important addition to the 4P’s
theory.
GALE:

“Managing Customer Satisfaction”

Customer satisfaction, a term frequently used in marketing, is a measure of how products and
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 (ratings) exceeds specified satisfaction goals."

In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget motel—even though its facilities and
service would be deemed superior in “absolute” terms.

Customer satisfaction ratings can have powerful effects. They focus employees on the
importance of fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn
of problems that can affect sales and profitability.

These metrics quantify an important dynamic. When a brand has loyal customers, it gains
positive word-of-mouth marketing, which is both free and highly effective.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.

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 principal use is twofold.
 1. Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company’s goods and services.

Fix it, 
sell the 
improve it,
improved 
make  product
changes

ask 
assess 
customers if 
progress(is it 
they like the 
selling?)
new product

2. Although sales or market share can indicate how well a firm is performing currently,
satisfaction is an indicator of how likely it is that the firm’s customers will make further
purchases in the future. Much research has focused on the relationship between customer
satisfaction and retention. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends, relatives
and colleagues. This can be a powerful marketing advantage.) Individuals who rate their
satisfaction level as “1,” by contrast, are unlikely to return. Further, they can hurt the firm
by making negative comments about it to prospective customers. Willingness to
recommend is a key metric relating to customer satisfaction

SKILLS OF MARKETERS
Marketers have 4 main skill sets that they bring to an enterprise:

1) Opportunity Identification:

Marketing begins before there is a product to sell. Many people think marketing is just
selling whatever comes out of the manufacturing plant. It's the job of marketing to
decide what comes out of the manufacturing plant in the first place. Before a business
can make money there must be opportunities for money to be made and it's marketing's
job to define what those opportunities are. Marketers analyze markets, market gaps,
 trends, products, competition, and distribution channels to come up with opportunities to
make money.

2)Competitive strategy/positioning:

Markets consist of groups of competitors competing for a customer's business. The job of
marketing is to decide how to create a defensible sustainable competitive advantage
against competitors. Marketers conceive strategies, tactics, and business models to make
it hard if not impossible for competition to take away customers from their business.

3) Demand generation/management:

It's the job of marketing to create and sustain demand for a company's products.Marketers
manage demand for a company's products by influencing the probability and frequency
of their customer's purchase behavior.

4) Sales:

The ultimate goal of marketing is to make money for a business. In most company’s sales
is a different discipline and department from marketing. But in order for salespeople to
have any long term success in a company they must be led by marketing. The better job a
company does of identifying opportunities, creating a differential sustainable competitive
advantage, and generating demand for their products the easier it will be for salespeople
to make sales.

METHOD TO MEASURE CUSTOMER SATISFACTION

Companies use the following methods to measure customer satisfaction:

¾ Complaints and suggestion system:

Companies obtaining complaints through their customer service centers, and further
suggestions were given by customers to satisfy their desires.

¾ Customer satisfaction surveys:

Responsive companies obtain a direct measure of customer satisfaction by periodic

surveys. They send questionnaires to random sample of their customers to find out how
they feel about various aspects of the company’s performance and also solicit views on
 their competitor’s performance. It is useful to measure the customer’s willingness to
recommend the company and brand to other persons.

¾ Lost Customer Analysis:

Companies should contact customers who have stopped buying or who have switched to
another supplier to learn why this happened.

¾ Consumer Behavior vs. Consumption Behavior:

Consumer behavior refers to the manner in which an individual reaches decision related
to the selection, purchases and use of goods and services.

Walters and Paul says that, consumer behavior is the process whereby the individuals
decide what, when, how and from whom to purchase goods & services.

ƒ Consumer behavior relates to an individual person (Micro behavior)

whereas consumption behavior relates to and to the mass or aggregate of
individuals (Macro behavior) consumers behavior as a study focuses on
the decision process of the individual consumer or consuming unit such as
the family.

ƒ In contrast the consumption behavior as a study is to do with the

explanation of the behavior of the aggregate of consumers or the
consuming unit. Consumer is a pivot, around which the entire system of
marketing revolves. The study of buyer behavior is one of the most
important keys to successful mark.
 CHAPTER 5

RESEARCH METHODOLOGY

Research Methodology is an essential aspect of any project or research. It enables the researches
look at the problem in a systematic, meaningful and orderly way. Methodology comprises the
sources of data, selection of data, various designs and techniques used for analyzing the data.

Research

Research is a scientific and systematic search for pertinent information on a specific topic.
Research is an art of scientific investigation. Research considered as an effort to gain new
knowledge. Research finds out the solution for the problem. Research is essentially an
investigation, a recording and an analysis of evidences. The collected data as used for the new
purpose. A great research should by systematic, logical, empirical and replicable. The research
mainly has two approaches as qualitative approach and quantitative approach.

Quantitative approach involves the generation of data in quantitative form which can be
subjected to vigorous quantitative analysis in a formal and rigid fashion. Qualitative approach to
research is concerned with subjective of attitudes, opinions and behavior.

Methodology

Methodology is a scientific and systematic way to solve research problems. Researcher has
to design his methodology. Research methodology deals with research methods and takes into
consideration the logic behind the method. According to Clifford Woady research comprises
defining and refining problems, formulating hypothesis or suggested solutions, collecting,
organizing and evaluating data, making deductions and reaching conclusions, and at last
carefully testing the conclusions to determine whether they hit the formulating hypothesis.

An extensive literature survey is undertaken to understand the corrupt of financial

performance and it helps in understanding the financial health and trend of the business. It also
deals with objective of research study the method of defining the problem, type of data collected
methods and for collecting and analyzing the data.
 2.2 RESEARCH DESIGN

Type of research

The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden and which
has not been discovered. There are certain types of researches they are:

• Historical Research Design - The purpose is to collect, verify, synthesize evidence to

establish facts that defend or refute your hypothesis. It uses primary sources, secondary
sources, and lots of qualitative data sources such as logs, diaries, official records, reports,
etc. The limitation is that the sources must be both authentic and valid.
• Case and Field Research Design - Also called ethnographic research, it uses direct
observation to give a complete snapshot of a case that is being studied. It is useful when
not much is known about a phenomenon. Uses few subjects.
• Descriptive or Survey Research Design - It attempts to describe and explain conditions
of the present by using many subjects and questionnaires to fully describe a phenomenon.
Survey research design /survey methodology is one of the most popular for dissertation
research.
• Experimental Research Design - This design is most appropriate in controlled settings
such as laboratories. The design assumes random assignment of subjects and random
assignment to groups. It attempts to explore cause and affect relationships where causes
can be manipulated to produce different kinds of effects. Because of the requirement of
random assignment, this design can be difficult to execute in the real world setting.

Research Design:

The research design is of descriptive in nature. Pre-planned design for analysis and structured
questionnaire is used for finding the primary data.Descriptive research is undertaken in order to
ascertain and be able to describe the characteristics of the variables of interest in a situation. The
goal of descriptive research is to offer the researcher a profile or to describe the phenomenon of
interest from an individual, industry-oriented or other perspective.
 2.3 SAMPLING
Sample size

The sampling size includes male and female from different occupation, age...etc. The sampling
size was restricted to 100 because of the time constraints. Convenience sampling method was
adopted for this study.

Sampling technique:

Here, convenient sampling technique has been adopted for collecting the primary data.

Sampling Unit:

Here the researcher has randomly selected the 100 respondents from thrissur town.

Data Interpretation
Data interpretation is that in which we analysis the whole collected data & tries to give it in
simple words to be understandable.
 2.4 METHODS OF DATA COLLECTION

All types of research require data so the basic problem of every enquiry is to collect facts and
figures relating to particular phenomenon under study. The collection of data in the primary step
is statistical investigation. Collection of data is a process of enumeration together with the proper
recording of results. The success of the enquiry depends upon proper collection of data. The
analysis of functional departments and the performance of EMKE Footcare Products were done
by the help of primary and secondary data.

Primary Data

Survey method is undertaken to find the customer satisfaction and opinion. A survey was
conducted among the people of thrissur town by the aid of well-structured questionnaire. The
primary data was collected through structured questionnaire method.

Secondary Data

Secondary data was collected from organization’s records, journals, books and website provided
by the company. The sources of secondary data in this project area:

9 Magazines
9 Journals
9 Websites

2.5 TOOLS USED FOR THE PROJECT

Following are the different tools are used for analyzing the data:

ƒ Ranking method
ƒ Pie chart
ƒ Bar diagram
ƒ Tabulation method
ƒ Chi-square Method
ƒ Questionnaire
All the above tools are used for the complete analysis of data.   
 CHAPTER 5

DATA ANALYSIS & INTERPRETATION

Statistical Tools Applied

After the data has been collected, analysis is made from questionnaire and tabulation method is
followed. Tabulation is a technique procedure where in data is classified and put in the form of
tables. The tables thus obtained were analyzed with statistical tools like percentages and pie
diagram so that interpretation would be precise and easy.

a. Percentage Method

In this position of an individual observation in a distribution is described. The most convention

for describing the position of an individual score in distribution of scores is a percentile method.

PERCENTAGE N=100* (CUMULATIVE fi/n)

b. Chi-Square

Chi-square applied in statistics to test the goodness of fit to verify the distribution observed data
with assumed theoretical distribution. Therefore it is a measure to study whether two characters
are dependent or independent. Thus chi-square test describes the discrepancy between actual data
and expected frequencies.

CHI SQUARE = ∑ [(O-E) 2 / E]

Assumption

1. The two set of data must be based on the same sample size.

2. There must be two observed set of data or expected set of data in rows and
columns

3. Each cell in the data contains an observed or expected count of five or larger.
Application of Chi-Square

To Test the Goodness of Fit

If the calculated value is less than the tabulated value at a certain level of significance, the fit
considered being good and hence the hypothesis is accepted. But when it is vice-versa, when the
calculated value is greater than the tabulated value, then it is not considered being the goodness
of fit.

To Test Independence of Two Attributes

This test enables to explain whether two attributes are associated or not. In this null hypothesis,
the two attributes that are independent, which means that, one factor does not have any
associates with each other.

In this case if the calculated value is less than its table value, then the hypothesis which means
the two attributes is independent or not associated .It is vice-versa when the calculated value is
greater than the tabulated value .The attributes are associated.

c. Weighted average analysis method

In calculating arithmetic mean we suppose that all the items in the distribution have equal
importance.

Weighted average = Total of weights scored by each variable

________________________________

Total respondents
 3.1PICTORIAL CHARTS

AGE GROUP:

Age limit No. of respondent Percentage

30-40 72 72
Above 40 28 28
Total 100 100

Figure showing age of the respondents

No. of respondent

30‐40
Above 40

Interpretation:

From this we can interpret that 72% of respondents were above 30-40 years, and 28% of
respondents were between above 40 years old.
GENDER:

Gender No. of respondent Percentage

Male 55 55
Female 45 45
Total 100 100

Figure showing the gender

No. of respondent

Male
Female

Interpretation:

From this we can interpret that 55% of the respondents were males and 45% of the respondents
were females.
INCOM
ME LEVE
EL:

Income Lev
vel No. of respondent
r Percentagee
1-3 Lakkh 65 65
3-5 Lakkh 35 35
Total 100 100

Figure shhowing the in

ncome levell of respondeents

70
60
50
40
30
20
10
0
1‐3
3 Lakh 3‐5 Lakh

Interpreetation

In this we
w can interpret that 65%
% of responddents were frrom the incoome level of 1 to 3 Lakhh p. a,
and 35% % of respondeents were abbove 3 Lakh p. a. which indicate thaat average inncome groupps are
major thee customers of the comppany.
Table No.1. Table showing whether the respondents are aware about EMKE footwear

Variable No. Of respondent Percentage

Yes 100 100
No 0 0
Total 100 100

Chart No. 1. Chart showing whether the respondents are aware about EMKE footwear.

100 100

90  
80
70
60
50
40
30
20
10
0
0
Yes No

Interpretation:

It is clear from the above chart that 100% of the respondents were aware about EMKE foot
wears.
Table No.2.Table showing the respondents opinion about EMKE footwear’s

Variables No. Of respondent Percentage

Excellent 20 20
Very Good 36 36
Fair 42 42
Poor 2 2
Total 100 100

Chart No.2. Chart showing the respondents opinion about EMKE footwear.

100
90
80
70
60
50
No. Of respondent
40
30
20
10
0
Excellent Very Good Fair Poor

Interpretation:

About 42% have the opinion that it is fair, 36% opining very good, 20% say it is excellent &
only 2% opining it is poor.
Table No.3.Table showing about easy availability of EMKE footwear’s

Variables No. Of respondent Percentage

Highly agree 35 35
Agree 46 46
Neutral 10 10
Disagree 7 7
Highly disagree 2 2
Total 100 100

Chart No.3. Chart showing opinion about easy availability of EMKE footwears.

100
90
80
70
60
50
40 No. Of respondent
30
20
10
0
Highly  Agree Neutral  Disagree Highly 
agree disagree

Interpretation:

The above chart reveals that 46% of the respondents agree with the statement easy availability of
EMKEfoot wears, 35% of them highly agree, 10% of them have a neutral opinion about the
statement, 7% of them disagree with the statement& only 2% highly disagree. Majority of the
respondents agree with the statement easy availability of EMKEfootwears.
Table Noo.4.Table sh
howing sourrce of awareeness of EM
MKE footwear

Source No. Of respondentt Percentagee

TV advvertisement 14 14
Interneet 20 20
Boardss/Banners 29 29
Printedd media 30 30
Retaileers 7 7
Total 100 100

Chart No. 4. Chart showing sou

urce of awaareness of EMKE footw
wear

30
25
20
15
10
No. Of respon
ndent
5
0

Interpreetation:

The abovve chart reveeals that only 14% of thhe respondennts come to know
k about EMKE foottwear
through TV
T advertiseements, 20%
% of them thrrough internnet, 29% of thhem throughh boards/bannners,
30% of them
t through
h print mediia,7% of theem know it from
f retailerr.Majority off the respondents
comes too know aboutt EMKE foootwear througgh printed media
m & alsoo through boaards/bannerss.
Table No.5.Table showing opinion about whether the advertisement is effective

Variables No. Of respondent Percentage

Yes 40 40
No 60 60
Total 100 100

Chart No.5. Chart showing opinion whether the advertisement is effective

70

60
60
50

40
40
30 No. Of respondent

20

10

0
Yes No

Interpretation:

The above chart reveals that 60% of the respondents disagree that EMKE advertisements are
effective & 40% opining it is effective. Most of respondents disagree that EMKEadvertisements
are effective.
Table No.6.Table showing the respondents opinion about the statement “EMKE footwear’s
Price is reasonable”

Variables No. Of respondent Percentage

Costly 0 0
Moderate 85 85
Cheap 15 15
Total 100 100

Chart No.6. Chart showing the respondents opinion about the statement “EMKE
footwear’s price is reasonable”

100
90
80
70
60
50
No. Of respondent
40
30
20
10
0
Costly Moderate Cheap

Interpretation:  

 
The above chart reveals that 85% of the respondents say that EMKE footwear’s price is
moderate, 15% of them opining that it is cheap & none of them say that it is costly. Majority of
 
the respondents are with the opinion that EMKE’s foot wears price is reasonable.
Table No.7.Table showing the respondents opinion about the statement “EMKE footwear’s
designs are good”

Variables No. Of respondent Percentage

Highly agree 5 5
Agree 41 41
Neutral 39 39
Disagree 13 13
Highly disagree 2 2
Total 100 100

Chart No.7. Chart showing the respondents opinion about the statement “EMKE
footwear’s designs are good”

100
90
80
70
60
50 41 39
40
30
20 13
10 5
2
0
Highly agree Agree Neutral Disagree Highly disagree

Interpretation:

The above chart reveals that 41% of the respondents agree with the statement EMKE footwear’s
designs are good, 39% of them have a neutral opining about the statement, 13% of them are
disagree 5% of them highly agree and 2% of them highly disagree with the statement. Majority
of the respondent are agreeing with the statement EMKE footwear’s designs are good.
Table No.8.Table showing the opinion about long lasting of EMKE footwears

Variables No. Of respondent Percentage

Extremely Satisfied 28 28
Very Satisfied 44 44
Somewhat Satisfied 19 19
Slightly Satisfied 9 9
Not at all Satisfied 0 0
Total 100 100

Chart No.8. Chart showing the opinion about long lasting of EMKE footwears

100
90
80
70
60
50
40
30
20 No. Of respondent
10
0

Interpretation:

From the above chart it is found that 44% of the respondents very satisfied with the long
lastingness of EMKE footwear, 28% of them are extremely satisfied, 19% of them are somewhat
satisfied, 9% of them are slightly satisfied and no one were dissatisfied. Majority of the
respondent are very much satisfied with the Long lastingness EMKE footwears.
Table No.9 The respondent’s opinion about the statement “Quality of EMKE footwear is
up to mark”

Variable No. Of respondent Percentage

Yes 92 92
No 8 8
Total 100 100

Chart No.9 The respondent’s opinion about the quality of EMKE footwear

100
90
80
70
60
50
No. Of respondent
40
30
20
10
0
Yes No

Interpretation:

From the above chart it is clear that 66% of the respondents neutral with the quality of EMKE
footwear, 23% of them are agree on the statement, 9% of them are highly agree and 2% of them
disagree with the statement. Majority of the respondent is agreeing with the statement that the
quality of the EMKE footwear is up to mark.
Table No.10.Table showing the opinion about the comfortableness of EMKE footwear’s

Variables No. Of respondent Percentage

Excellent 46 46
Very good 38 38
Fair 16 16
Poor 0 0
Total 100 100

Chart No.10. Chart showing the opinion about the comfortableness of EMKE footwear

Poor

Fair

No. Of respondent
Very good

Excellent

0 10 20 30 40 50

Interpretation:

From the above chart it is found that 46% of the respondents agree that the comfortableness of
EMKE footwear is excellent, 38% of them agree that it is very good, 16% of them say it is good,
none of them disagree with the statement.Majority of the respondent is agreeing with the
statement that it feel comfort when wearing EMKE footwears.
Table No.11.Table showing whether the product is safe in terms of health

Variables No. Of respondent Percentage

Yes 94 94
No 6 6
Total 100 100

Chart No.11. Chart showing the product is safe in terms of health

100
90
80
70
60
50
No. Of respondent
40
30
20
10
0
Yes No

Interpretation:

From the above chart it is found that 94% of the respondents agree with the safeness of EMKE
footwear & only 6% of them disagree with the statement. Majority of the respondent is agreeing
with the statement that EMKE footwears don’t make any harm to health.
Table Noo.12.Table showing
s thee brands wh
hich come too the minds of respondeent when
mentioning the worrd footwear other than EMKE Fooot wears.

Brandss No. Off respondentt Percentagee

Lunarr Footwear 38 38
VKC footwear 35 35
Bata 27 27
Total 100 100

Chart No.12. Chartt showing th

he brands which
w come to
t the minds of respond
dent when
mentioning the worrd footwear

40
35
30
25
20
No. Of respon
ndent
15
10
5
0
Lunar  VKC footwearr Bata
Footwear

Interpreetation:

From thee above charrt it is clear that

t 22% of respondent
r o
opinioned thhat EMKE foootwear com
mes to
their minnd when they hearing thhe word foottwear. It is 35%
3 for VK
KC footwearr, its only 2%
% for
paragon footwear.M
Majority off the respoondents miind recallLuunarfootweaar (38%) when
w
mentioniing the word
d ‘footwear’.. VKC footw
wear with 355% is also near
n &about 27%prefers Bata
footwearr.
Table No.13.Table showing the respondents opinion about the statement “EMKE
footwear’s varieties are good”

Variables No. Of respondent Percentage

Very much 8 3
Much 27 27
Neutral 42 42
Little 23 23
Not much 5 5
Total 100 100

Chart No.13. Chart showing the respondents opinion about the statement “EMKE
footwear’s varieties are good”

100
90
80
70
60
50
40
42
30
20 27
23
10
8 5
0
Very much Much Neutral Little Not much

Interpretation:  

The above chart reveals that 42% of the respondents neutral with the statement EMKE
 
footwear’s varieties are good, 27% of them much agree about the statement, 23% of them are
only little satisfied,
  8% of them very much agree  and 5% of  them not much agree with the
statement. Majority of the respondent have a neutral opinion about the statementEMKE
footwear’s varieties are good.
Table No.14.Table showing opinion about availability of discounts

Variables No. Of respondent Percentage

Excellent 0 0
Very good 33 33
Fair 35 35
Poor 17 17
Very poor 15 15
Total 100 100

Chart No.14. Chart showing opinion about availability of discounts

100
90
80
70
Excellent
60
Very good
50
Fair
40
Poor
30
20 Very poor

10
0
Excellent Very good Fair Poor Very poor

Interpretation:

The above chart reveals that 35% of the respondents good with the statement availability of
discounts on EMKE footwear, 33% of them agreed that it is very good, 17% of them are
disagreed and 15% of them highly disagree with the statement. Majority of the respondent
satisfied with the statement that availability of discounts on EMKE footwear.  

 
Table No.15.Table showing the ranking of factors while choosing EMKE footwear.

Rank
1 2 3 4 5 5 7 8 9 10
Reasons

Style& Design 14 25 10 23 10 6 8 3 1 0

Quality 13 26 12 29 11 2 3 2 0 2

Price 3 3 9 21 31 21 4 3 0 5

Comfort 52 12 7 8 3 1 4 2 3 8

Long
10 22 44 11 3 4 5 1 0 0
lastingness

Advertisement 0 0 1 3 2 8 2 13 28 43

Easy access 0 3 2 2 3 9 15 23 31 12

Safety to health 2 6 3 2 4 14 35 11 12 11

Brand image 6 3 7 0 30 22 11 15 4 2

0 0 5 1 3 13 13 27 21 17
Variety
 Rank

1*10 2*9 3*8 4*7 5*6 6*5 7*4 8*3 9*2 10*1 Score Rank
Reasons

Style &
140 225 80 161 60 30 32 9 2 0 739 4
Design

Quality 130 234 96 203 66 10 12 6 0 2 759 3

Price 30 27 72 147 186 105 16 9 0 5 597 5

Comfort 520 108 56 56 18 5 16 6 6 8 799 1

Long
Lastingness 100 198 352 77 18 20 20 3 0 0 788 2

Advertisement
0 0 8 21 12 40 8 39 56 43 227 10

Easy 0 27 16 14 18 45 60 69 62 12 323 8
Access
Safety to health
20 54 24 14 24 70 140 33 24 11 414 7

Brand 60 27 56 0 180 110 44 45 8 2 532 6

Image

Variety 0 0 40 7 18 65 52 81 42 17 322 9
Total score is obtained by giving 10 points to 1st rank, 9 points to 2nd rank, 8 points 3rd rank, 7
points to 4th rank, 6 points to 5th rank, 5 points to 6th rank, 4 points to 7th rank, 3 points to 8th
rank, 2 points to 9th rank and 1 point to 10th rank.

Factors Total Score Rank

Comfort 799 1
Long lastingness 788 2
Quality 759 3
Style & design 739 4
Price 597 5
Brand image 532 6
Safety to health 414 7
Easy access 323 8
Variety 322 9
Advertisement 227 10

900
800
700
600
500
400
300
200
100
0
Analysis:

The above chart reveals that the factors considered most important reason for choosing EMKE
footwear are comfort as the first factor, long lastingness as the second factor, quality as the third
factor, style and design as the fourth factor, price as the fifth factor, brand image as the sixth
factor, safety to health as the seventh factor, easy access as the eight factor, variety as the ninth
factor and advertisement is the tenth factor.

Table No.16.Table showing the opinion about statement "extent advertising and sales
promotion bring awareness of EMKE footwear’s".

Variables No. of respondents Percentage

Highly agree 33 33
Agree 45 45
Neutral 22 22
Disagree 0 0
Highly disagree 0 0
Total 100 100

Chart No.16. Chart showing opinion about the statement "extent advertising and sales
promotion bring awareness of EMKE footwear’s".

Highly disagree

Disagree

Neutral
No. of respondents

Agree

Highly agree

0 10 20 30 40 50
Interpretation:

The above chart reveals that 45% of the respondents agree towards the statement extent
advertising and sales promotions bring awareness of EMKE footwear, 33% of the respondents
highly agree with the statement, 22% of them are neutral with the statement. Most of the
respondents opinioned agree on the statement that extent advertising and sales promotion bring
'awareness' of EMKE footwear.

Table No.17.Table showing opinion about the question ‘What comes to your mind when
you hear the word ‘EMKE foot wears. ”

Variables No. of respondents Percentage

Comfortableness 27 27
Good Quality 24 24
Low price 22 22
Availability 11 11
Safety 16 16
Total 100 100

Chart No.17.Chart showing the opinion of respondents

100
90
80
70
60
50
40
30
20
10
0
Interpretation:

From the above chart it reveals that most of the respondents have a mixed opinion 27% chose
EMKE Footwear’s because of its comfort, 24% due to good quality, 22% because of its low
price, 16% for safety & about 11% for its availability.

Table No.18. Table showing the opinion to the statement “whether reputation of EMKE
foot wears induces customers to buy”
 

Variables No. respondents Percentages

Highly agree 30 30

Agree 50 50

Neutral 10 10

Disagree 8 8

Highly disagree 2 2

Total 100 100

Chi-Square

H0 (Null hypothesis) = The reputation induces the customers to buy

H1 (Alternate hypothesis) = The reputation not induces customers to buy

OBSERVED FREQUENCY:

Variables Respondents

Highly Agree 30

Agree 50

Neutral 10

Disagree 8

Highly disagree 2

Total 100

EXPECTED FREQUENCY:

Variables Respondents

Highly Agree 28

Agree 48

Neutral 10

Disagree 8

Highly disagree 6

Total 100
CALCULATION:

O E O-E (O-E)2 (O-E) 2/ E

30 28 2 4 0.143

50 48 2 4 0.083

10 10 0 0 0

8 8 0 0 0

2 6 -4 16 2.667

FORMULA:

CHI SQUARE = ∑ [(O-E) 2 / E]

O – Observed frequency

E – Expected frequency

(O – E) = Difference between observed frequency and expected frequency.

(O – E) =Square of the difference

∑ [(O-E) 2 / E] = 2.893

Degree of freedom = (R-1)

= (5-1)

= 4

Calculated value = 2.893

At 5% level of significance the table value is 9.49

Table value > calculated value

H0 is accepted.

Interpretation:

Hence, from the chi-square test it is found that EMKE foot wears have a good brand image in the
market, which induces the customers to buy their foot wear products.

Table No.19.Table showing the respondents opinion of EMKE foot wears with other
players in total

Variables No. respondents Percentages

Excellent 22 22

Very good 44 44

Good 32 32

Poor 2 2

Very poor 0 0

Total 100 100

The weights are assigned to the parameters in order to calculate the overall average rating of the
entire respondents as follows

Parameters Weight No of respondents Total

Excellent 5 22 5*22=110
Very Good 4 44 4*44=176
Fair 3 32 3*32=96
Poor 2 2 2*2=4
Very poor 1 0 1*0=0
Total 386

Weighted average = Sum of [frequency * Weight] / sample size

= 386/100

= 3.86

Analysis: this value lies between 3 and 4; in this case between the parameter fair and good, the
inference is that over all is near to the parameter' good'

44% of the respondents rated "Very Good"

32% of the respondents rated "Fair"

22% of the respondent rated "Excellent"

2% of the respondent rated "poor"

On an average it is 3.86 that 4, rated "Very Good"

Chart No. 19. Chartt showing opinion abou
ut EMKE fooot wears with other pllayers in thee
footwearr industry.

2 0
22
32

Excellentt

Good

fair

Poor

Very poor
44

Interpreetation: As per
p analysis the average is 3.86 i.e. most
m of the respondent opinioned
o thaat
Emke foootwears are “Very
“ good”” when comppared to otheer companiees.

Table No.20.Table
N showing op
pinion abou
ut the quesstion ‘Woulld you recoommend EM
MKE
foot weaars to otherss”

No. off
Variables P
Percentage
respondeents
Yes 70 70
No 30 30
Total 100 100
Chart No.18.Chart showing the opinion of respondents
100
90
80
70
60
50
40
30
20
10
0
Yes No

Interpretation:

The above chart indicates that 70% of respondents would recommend EMKE foot wears to
others. 30% of respondents would not recommend EMKE foot wears to others.
 3.2SWOT ANALYSIS

Strengths

™ Company has experience in the foot wear industry around 5 years.

™ The company has good reputation and brand image in the market.
™ They have highly improvised delivery networks.
™ The EMKE foot wears are good competitors in the market.
™ Produce quality products and maintain good customer relations.
™ Higher demand for the products.
™ New technologies lead to bright future in coming years.

Weaknesses

™ Local foot wear manufacturing with cheaper products reduces the demand for the
products.
™ Due to high labour cost company is not in a position at the costs unorganized units
produce.
™ Lack of advanced machineries leads to limit the quality of products in a certain level.
™ Due to huge expense for advertisements the company limited the promotions to a
necessary level.
™ Frequent changes in the trend leads to change the models which require more labour and
effort.
Opportunities

™ New technologies help to introduce new brands to capture the market share.
™ The company can enter in to shoe manufacturing field, which will increases the brand
image and reputation.
™ The company can expand its distributor area.
™ Growing demand for the foot wear products enable the company to experiment on new
models.
Threats

™ High competition from the other manufacturers.

™ Upward revision of crude oil prices increasing the prices of ingredients.
™ As industries are importing cheaper Rubber & Plastic compounds, it will affect the
quality of foot wears.
™ The labour cost and lack of availability of raw materials leads to increase in the price of
basic models.
™ Indirect control by the Government over the price of the Rubber and Plastic compounds.
 CHAPTER 6

FINDINGS, SUGGESTIONS, RECOMMENDATIONS

&

CONCLUSION

4.1 FINDINGS
9 Almost all respondent were aware of Emke footwears. This awareness is the result that
the company is maintaining a good brand image & quality.
9 About 42% have the opinion that Emke foot wears is fair, 36% opining very good & 20%
say it is excellent. This shows that the customers are very much satisfied with the
product.
9 Most of the respondents(46%) agree with the statement that there is easy availability of
EMKE foot wears, 35% of them highly agree.This is because of the good distributional
level & better retailer/ wholesaler relations maintained by the company.
9 Majority of the respondents comes to know about EMKE footwear through printed
media(30%)& also through boards/banners(29%).
9 Most of respondents (60%)disagree that EMKE advertisements are effective.This shows
that the company have to increase their advertisement level via t.v & internets.
9 Most of the respondents are having the opinion that the price of Emke foot wears is
moderate (85%). This reveals that the Emke footwear’s price is reasonable.
9 Most of the respondents (41%) are agree with the statement EMKE footwear’s designs
are good. This reveals that the company gives a good interest in providing new designs to
the customers.
9 Majority of the respondents (44%) are very much satisfied with the Long lastingness
EMKE foot wears.It indicates that EMKE foot wears are fulfilling the customer
requirements.
 9 Majority of the respondents (66%) are agreeing with the statement that the quality of the
EMKE footwear is up to mark.From this we can ensure the quality of the foot wears
provided by EMKE.
9 Majority of the respondent is agreeing with the statement that it feel comfort when
wearing EMKE foot wears. This is the indication that they do perfectly as they said in tag
line.
9 Majority of the respondent (94%) is agreeing with the statement that EMKE foot wears
don’t make any harm to health. This shows that it is safer to health & creates no further
problems. 
 

   

9 Majority of the respondents mind recall Lunar footwear (38%) when mentioning the
word ‘footwear’. VKC footwear with 35% is also near & about 27% prefers Bata
footwear.This shows the good reputation of the other players in the market.
9 Majority of the respondents i.e (42%) have a neutral opinion about the statementEMKE
footwear’s varieties are good.This shows that the company have to introduce more
innovative varieties that can easily attract the new & existing customers.
9 Majority of the respondents(35%) satisfied with the statement that availability of
discounts on EMKE footwear.The company is providing good offers & it should be
continued on a increased basis.
9 Most important five factors that induce the customerswhile choosing footwear in the
respondents opinion on the basis of ranking are; comfort as the first factor, long
lastingness as the second factor, quality as the third factor, style and design as the fourth
factor, price as the fifth factor.
9 Most of the respondents (45%) opinioned agree on the statement that extent advertising
and sales promotion bring 'awareness' of EMKE footwear. This shows that advertising &
sales promotion must be increased for future sales increase.
9 Most of the respondents have a mixed opinion 27% chose EMKE Footwear’s because of
its comfort. This shows that the company is fulfillng their customer requirements.
9 From the chi‐square test it is found that EMKE foot wears have a good brand image in 
the market, which induces the customers to buy their foot wear products.
 9 Majority of respondents(70%) would recommend EMKE foot wears to others. This
shows the confidence level of customers over EMKE foot wears.

4.2 SUGGESTIONS

™ The Product now enjoys a strong brand image, but to sustain it in future and to face
competition the company has too improve some product attributes like quality, reliability,
designs etc…
™ The company providing only retailer/dealer contest, there is no offers and promotions for
general public, in a tough competing the company might raise the customer’s expectation
through new promotional measures.
™ The company may win the major market share when it launches new variant products in
reasonable time intervals. The new varieties should be advertised among pubic through
different Medias.
™ It is not easy to become the product leader in the market; the company is facing tough
competition from the rivals, to become product leader the company has to formulate
strategies to overcome the competition.
™ Try to reduce the wastages as much as possible to avoid expenses and losses.
™ Provide control over pollution, and maintain good business environment throughout the
production process.
 4.3 RECOMMENDATIONS

¾ The company is successful in bringing the awareness among public through television,
now it is age of FM radio, the company may advertise through this channel it would be
more effective. ‘
¾ Since the company enjoying the brand name EMKE, the company can launch umbrellas
and other new products in Kerala.
¾ Celebrity marketing is the new trend in promotion which can easily attract the customer
to the brands.
¾ The company can start new production units, which helps them to widen the business and
capture more market shares.
¾ Formulate new strategies to overcome the hurdles and clear the growing path.
¾ Install new updated machineries to increase the quality and quantity of production.
¾ Ensure the performance level of management and working personnel’s for the smooth
functioning of the business.
 CHAPTER 7

CONCLUSION

Customer satisfaction has an important part in every industry. Now a day’s every companies are
struggling to exist in the market. But EMKE have a good place in the minds of the customers.
Every company in the industry is looking for better opportunity to outshine other companies in
the same industry. From the customer satisfaction survey received many customer suggestions to
the company; it will help to improve the customer relation. The study was conducted in Kerala
and the data collected through questionnaire from hundred sample respondents. From the study
the researcher concluded the company having good brand image& customers are very much
satisfied with the product & its services. In order to make the good become excellent the
company needs to work on some product attribute as well as in promotion attributes.
 ANNEXURE

Topic: “A Project Report on CUSTOMER SATISFACTION with reference to EMKE

Foot Care Products”

PERSONAL INFORMATION

Name :

Age : a)30 to 40 b) above 40

Gender: a) Male b) Female

Income Level: a) 1-3 lakh p.a b) 3-5 lakh p.a

QUESTIONNAIRE

1. Are you aware of EMKE footwear’s?

a) Yes b) No
2. What is your opinion about EMKE footwear’s?

a) Excellent b) Very Good c) Fair d) Poor

3. Do you feel EMKE footwear’s are easily available in the market?

a) Highly agree b) Agree c) Neutral d) Disagree e) Highly disagree

4. What are the sources through which you know about EMKE foot wares?

a) TV b) Internet c) Boards/Banners d) Printed Mediae) Retailers

5.Do you think effective advertisementis provided by the EMKE footwear’s?

a) Yes b) No

6. Do you agree that the prices of EMKE footwear’s are reasonable?

a) Costly b) Moderate c) Cheap

7. Do you agree that the designs of EMKE foot wears are good?

a) Highly agree b) Agree c) Neutral d) Disagree e) Highly disagree

 8. Are you satisfied with EMKE foot wears good durability?
a) Extremely Satisfied b) Very Satisfied c) Somewhat Satisfied d)Slightly Satisfied
e) Not at all satisfied

9. Whether the quality of the EMKE footwear’s is up to the mark?

a) Yes b) No

10. What is your opinion about the comfortableness of EMKE footwear’s?

a) Excellent b) Very Good c) Fair d) Poor

11. Whether the product is safe in terms of health?

a) Yes b)No

12. Which is your preferable brand other than EMKE footwear’s?

a) VKC b) Lunar c) Bata

13. Are you satisfied with the varieties provided by Emke footwear’s?
a) Very much b) Much c) Neutral d) Little e) Not much

14. Your opinion about the availability of discounts?

a) Excellent b) Very Good c) Fair d) Poor e) Very Poor

15. How will you rank EMKE foot wears from 1 to 10, on the followingattributes?
Style & design Safer to health

Quality Variety

Price Advertisement

Comfort Brand image

Long lastingness Easy availability

16. Do you agree that extending of advertisement and sales promotion brings awareness of
Emke footwear’s?
a) Highly agree b) Agree c) Neutral d) Disagree e) Highly disagree
17. What comes to your mind when you hear the word ‘EMKE foot wears’?
a) Low price b) Good quality c) Comfortableness d) Availability e) Safety

18. Do you think that the reputation of EMKE foot wears induces customers to buy?
a) Highly agree b) Agree c) Neutral d) Disagree e) Highly disagree

19. How will you consider EMKE foot wears with other players in total?
a) Excellent b) Very good c) Good d) Poor e) Very poor

20. Would you like to recommend EMKE foot wears to others?

a) Yes b) No

Suggestions
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 REFERENCE:

BOOKS:

¾ Philip Kotler, Principles of marketing ,Pearson publications Ltd 11th Edition Year 2006 
 
¾ Managing Customer Satisfaction by Gale 
 
¾ Research Method‐ Donald.R.Cooper 1994 
 
¾ Hand Book of Marketing Research by Robert Ferder 
 

Manuals:
¾ Company Manuals of EMKE foot wears

Websites visited:
 
¾ www.ehow.com 
 
¾ www.EMKE footwears.com 
 
¾ www.footwearsinfoline.tripod.com 
 
¾ www.businessdictionary.com