A STUDY ON CONSUMER BEHAVIOUR & CUSTOMER

SATISFACTION ABOUT SAIL PRODUCTS IN BHILAI

STEEL PLANT

Submitted B
Pratik Khichariy
 INTRODUCTION

The importance of studying and understanding consumer satisfaction is principally based on the
impact of this variable on brand loyalty. In comparison to the innumerable efforts made to study
the satisfaction of end consumers, very little has been done with respect to the study of the
industrial buyers’ satisfaction. The business-to-business activity sector presents a series of
particular features; for instance, the purchase decision process is a much more complex and
formal than in the case of end consumer one. No further mention is made to a single person
deciding, but to a buying center including several persons who bear upon the buying decision
process on the other hand, industrial buyers are generally professional buyers who are technically
competent.

Therefore, this project investigates the satisfaction of industrial buyers as well as the relationships
between their perceptions of the product/service quality and their satisfaction and aims to find out
the gaps existent in the current service provided by the plants.
 RESEARCH METHODOLOGY
Step-1: Define the Research Problem.

PRIMARY RESEARCH OBJECTIVE

1. To analyze the consumer behavior and customer satisfaction about products of
SAIL(BSP)

SECONDARY RESEARCH OBJECTIVE

2. To understand the buying pattern of local customers of SAIL (BSP) for secondary
products.
3. To understand the major factors which influence the buying behaviour.
4. To understand the loopholes of the marketing process of SAIL (BSP).
5. To understand the impact of competitors in the sales of SAIL (BSP).
Step - 2 Selection of the Data Collection Method
 Depth Interview
 Secondary Data

Step – 3 Selection of the Measurement technique

 Questionnaire

Step – 4 Selection of the Sample.

 Defining the Population.
 Specifying Sampling Frame.
 Select Sampling Unit.
 Selection of sampling method.
 Determination of Sample Size.
 Select the Sample.

Step - 5Analysis of Questionnaire

Step – 6 Preparation of Research Report
 
FINDINGS
For any manufacturing organization, consumer behavior make its company a special impact. I

have researched this organization and after observation, I have got following findings: -
In Bhilai Steel Plant the main customers of the scrap belong to trader groups, which purchase

the product and sale it. And second most customers are processors who purchase the product
and sell it to their customers.
Mostly company is dealing with the scrap product that is industrial product that is re-rollable

scrap and other customers are of industrial scrap.
Company finds that there is lot of potential in rural areas and hence they have developed almost

2000 dealers in these areas.
The customer of the Bhilai Steel Plant dealing in scrap from four ways. Out of that, maximum

customers prefer direct sale and then online sale. Customer of Bhilai Steel Plant is not having
with the two firms for the same purpose.
While doing the Project, I come to know that the companies, at present, mostly come to know

about the product from the notice board and from online through metaljunction.com and very
less through personal contact.
Maximum customers dealing with the Bhilai Steel Plant are manufacturers of some product

.
 The major findings about BSP is that 60% of the respondents deal not only with BSP, but
also with main competitors like TISCO, JINDAL STEEL, BHUSAN STEEL
INDUSTRIES, ESSAR, DURGAPUR STEEL PLANT, etc.
 I have also found that the major portion of the respondents deal with BSP i.e. 51% due to
its quality and 39% of respondents deal due to its nearness.
 Only 43% of the respondents are getting are getting a committed delivery from BSP.
 The most important three factors respondents look for while dealing with the Iron & steel
products of BSP are quality, price, availability.
 As 70% of the respondents had complained regarding their problem while dealing with
BSP, only 48% of respondent’s problems had got unexecuted by CRM (Customer
Relation Management).
 The respondents are getting the benefits of quality products and loading from BSP.

 
 CONCLUSION

 The major factors for the purchase decision of the customers are Quality, Delivery & Price.
 Customers are satisfied with Quality, Availability, Service, but not satisfied with the delivery
process of SAIL (BSP).
 Communication process of SAIL (BSP) is good as most of the customers are satisfied with the
timely information about e-auction process.
 Customers are happy & satisfied with the e-auction process for purchasing of secondary
products.
 Most of the customers are not satisfied with the EMD money process.
 Customers are satisfied with the knowledge and behavior of SAIL (BSP) executives.
 Most of the customers did not require the transport facilities provided by SAIL (BSP).