Summer Internship project - Priyam Talpade_PGDM_KBS (2015-17)

PGDM SUMMER INTERNSHIP PROJECT Kohinoor Business School

TOPIC

Summer Internship Project

by

Ms. Priyam Ranjan Talpade

Batch 2015 - 2017

In partial fulfillment of the requirements for

POST GRADUATE DIPLOMA IN MANAGEMENT

Month, Year


DECLARATION

I hereby declare that the Summer Internship project report entitled

“Analysis of Customer Satisfaction attributes related to Automobiles”

carried out at “A C Nielsen Pvt. Ltd.” is my work submitted in partial

fulfillment of the requirement for the Post Graduate Diploma In

Management from KOHINOOR BUSINESS SCHOOL, KURLA,

MUMBAI and not submitted for the award of any degree, diploma,

fellowship or any similar titles or prizes.

Date: Signature: _______________ Place: Mumbai Student Name: ___________


CERTIFICATE

This is to certify that the project entitled “Study of Customer

Satisfaction attributes related to Automobiles Sector” is

successfully completed by “Name of the student” in partial fulfillment

of the Post Graduate Diploma In Management, AICTE Approved ,

through KOHINOOR BUSINESS SCHOOL, Kurla,

Mumbai-400070. Date: Place: Mumbai “Prof. Sandeep Sawant”


ACKNOWLEDGEMENT I would like to thank Nielsen (India) Pvt Ltd for giving me the chance to work as

an intern with their company and granting me this opportunity.

I wish to express my sincere thanks to my company guide Mr. Dhananjay

Maniwade for providing me his extreme guidance, motivation and his valuable

time in carrying out this project.

I would also like to express my heartfelt appreciation and gratitude to my

supervisors and Data verifiers Mr. Vijayan Gounder and Mr. Arun Pandey for

their constant support and patience.

I would also give a special thanks to my faculty guide Prof. Sandeep Sawant for

his valuable suggestions, comments, feedback and support throughout the

internship.


TABLE OF CONTENT

1

Executive Summary

2 2.1 2.2

Company Details Introduction to the company Brief of work done during internship

3 3.1 3.2 3.3 3.4

Topic of Study Introduction Method and Limitation of Study Learning and Conclusion Impact or recommendation derived from study

4 References Books referred during report writing

Journals, Magazines or article referred to for study

Regulatory Guidelines , Acts or policies referred to for study

Websites urls used for reference


Executive Summary

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

comparing perceived performance in relation to his or her expectation. If the

performance falls short of expectation, the consumer is dissatisfied. If the

performance matches the expectations, he consumer is satisfied. If the performance

exceeds expectation, the customer is highly satisfied or delighted.

In today’s competitive scenario firms consistently tries to satisfy his existing

customer to get more customers in every regards. To meet the desired expectation

of customers companies has to look around all aspects of products services and of

course market condition, otherwise they may be out of the race. Automobile industry

has the same competitiveness and every firm in the industry is consistently working

for enhancing their product and services.

The study widely concentrates on the level of satisfaction amongst customers for

which I did Exploratory Research to check the satisfaction level amongst the

customers of Authorized Dealers/ Service Centers

Introduction to the company

About the Industry

The global revenue of the market research industry exceeded 40 billion U.S.

dollars in 2013, rising year-on-year since it experienced a slight dip in 2009

during the Great Recession. In 2013, Europe generated the largest share of

market research revenue at 40 percent, or 16 billion U.S. dollars, very closely

followed by North America with 39 percent. Despite contributing the most

revenue that year, Europe also saw the largest decline in revenue over the

previous year, falling by 1.4 percent.


Global leaders of the market research industry include Nielsen Holdings

(U.S.), Kantar (UK), IMS Health Holdings (U.S.), Ipsos (France) and GfK

(Germany). Nielsen, headquartered in New York City, was by far the largest

market research company worldwide in terms of revenue in 2013. That year,

the company’s revenue amounted to approximately 6.05 billion U.S. dollars –

almost twice that of its closest competitor, Kantar, with revenues of 3.39

billion. In the United States, market research industry leaders made almost ten

billion U.S. dollars combined in revenue in 2013. The same companies

also employed more than 35 thousand people in the U.S. – Nielsen employees

accounted for around one third of this figure.

Predicted Market Research Trends for 2016

As the marketing research industry is growing some researchers took a view of

industry expert for the upcoming trends for market research industry.

A Shift toward On-Going, Real-Time Research

There is a cataclysmic shift in the marketplace that is just beginning. We are

seeing executives moving away from periodic, big and expensive research

projects performed by third parties. Commissioning a once-a-year study just

won't cut it anymore. The speed of market learning is a real and sustainable

differentiation, and so we are seeing executives starting to move this in-house

as a core competency and running their research in an always-on, real-time,

agile, iterative fashion.”

http://blog.marketresearch.com/predicted-market-research-trends-for-2016


A Focus on What Drives Customer Choice

Market research has been traditionally focused on brand perception, product

features, or customer experience. We're seeing a trend towards focusing

specifically on what drives customer choice. We also see a trend towards

focusing on customer data that can be tied directly to the decisions that need to

be made in the organization."

The Need for Sustainable Research Solutions

In 2016, big data will continue to get bigger, especially as the Internet of

Things infiltrates more and more consumer products and retail spaces.

Increased adoption of mobile technology will also continue to expand

consumer feedback contexts to produce more in-the-moment insights. As data

sources expand in size and mobility, research products will push the limits of

efficiency and speed through automation, DIY research, and quick turn

insights platforms. However, the real winners of 2016 will be those in the

market research industry who can rise to the challenge of slowing down

amidst all the hype of “bigger and faster,” to create and sell sustainable

research solutions that are actually fit for purpose.”

COMPANY OVERVIEW

For the past eight decades, AC Nielsen has been involved in answering the

fundamental questions for various companies:

What is happening in the marketplace? Why is this happening?

What is likely to happen next?


AC Nielsen helps its clients clarify and understand the complexities of

the marketplace and thereby assist them to make decisions and choose

actions in order to increase their efficiency and improve their profitability.

The company uses the richest, comprehensive market information,

professional service and analytical and proprietary tools in the industry to

serve its clients.

The clients work with AC Nielsen to:

Measure their market performance.

Analyze market dynamics.

Diagnose and solve marketing and sales problems.

Identify and capture growth opportunities.

So, the key business issues handled are:

Brand Health Management.

Customer Loyalty & Retention.

Marketing Mix Management.

New Product Development.


Consumer Motivation & Needs.

AC Nielsen’s products and services include:

CORE PURPOSE

Contribute to our clients’ success worldwide by providing a better understanding of

their markets.

VISION

To be recognized as the global authority on consumers, delivering the unique

information, fact based analysis and forward looking advice that helps clients

maximize their marketing and media activities and achieve faster growth.


CORE VALUES

Impartiality: Be influenced by nothing but your clients' interests. Tell them

the truth.

Thoroughness: Accept business only at a price permitting thoroughness. Then

do a thorough job, regardless of cost to us.

Accuracy: Watch every detail that affects the accuracy of your work.

Integrity: Keep the problems of clients and prospects confidential. Divulge

information only with their consent.

Economy: Employ every economy consistent with thoroughness, accuracy and

reliability.

Price: Quote prices that will yield a fair profit. Never change your price unless

warranted by a change in specifications.

Delivery: Give your clients the earliest delivery consistent with quality -

whatever the inconvenience to us.

Service: Leave no stone unturned to help your clients realize maximum profits

from their investment.


Brief of work done during internship

The Objective of the internship is to understand how primary data is collected and

how that data is analyzed. Understanding the current way in which customer

requirements are taken, specification is prepared. My project at Nielsen India Pvt.

Ltd. involved meeting the target respondents for the respective projects.

Project Name Description

AUTOMOBILES PROJECT

Hyundai Car Service Customer Satisfaction Project

In this project my work was calling the customers and fix appointments according to time and place convenience of customers. The customer data of different Hyundai dealers/ Service centers was provided to me: Data was as follows

Dealer code: E.g. W1214 Name of the dealer: E.g. Modi Hyundai Name of customer: Mr.A Address: ABC Contact no.: +919866453679 Area: E.g Mumbai, Navi Mumbai Last servicing date: 12/5/16 Remark: As customer

Customer Satisfaction Index (CSI) Creating responded who have owned

their new vehicle for 12 to 24 months

and focuses on the dealer service

experience on behalf of J.D Power.

Vehicle Dependability Study (VDS)

Creating Responded who have owned

their car for 2.5-3.5 years and focuses

on specific problems across different

problem categories.


SHOPPERS’ PROJECT – LIVA FABRIC BRAND

Part 1 Interviewing customers who purchased LIVA fabric and convincing them to give feedback of fabric after 3 weeks. This research took place at these Locations: Pantaloos -Malad At Infinity Mall Shopper Stop a - Bandra Linking Road

Part 2 After 3 weeks I called responded and fix appointment according to their time and place convenience. The interview was all about the experience of responded using LIVA fabric

BANK OF BARODA – MAX BUPA INSURANCE

Interviewing walk in customers in BOB Bandra Branch about bank service and will customer accept tie up of BOB and MAX BUPA

PREFERENCE CONSUMER BEHAVIOUR OF WHIRLPOOL

This was one day project at commercial hotel where Nielsen Company Recruit Respondents for give Interview about the 5 different models of refrigerators. They were named as Product P, Q, R, S, T, their brand names where hide from respondents. They were told to rank according to appearance of refrigerator The core interview questions where about the refrigerators Body and handle. In other words customer preference on Looks of refrigerators.

Lead Generation For review process The task was about creating responded who

work in IT companies such as TCS, Accenture, Infosys, Etc. I was expected to submit the Name and contact details of employees.

STUDY OF CUSTOMER SATISFACTION ATTRIBUTES RELATED TO

AUTOMOBILES SECTOR

Introduction

Nielsen Pvt ltd. Conduct automobiles study for J.D Power


About J.D Power

J.D. Power Asia Pacific has been based in Singapore since 1997, first

serving India and then China. Today, the company surveys approximately

half a million consumers in the region annually and produces 28 syndicated

products across eight markets: Australia, India, Indonesia, Malaysia, Middle

East, Philippines, Taiwan, Thailand, and Vietnam. J.D. Power Asia Pacific

also conducts proprietary work in Hong Kong, Singapore, Brunei, Korea,

and Sri Lanka.

Customer Service Index Study

This study is conducted among customers who have owned their new

vehicle for 12 to 24 months and focuses on the dealer service experience;

what matters most to customers when they take their vehicles in for service

at an authorized service center. The study analyzes the processes that

define the dealer service experience.

Vehicles Dependability study

VDS evaluates quality (dependability) of vehicles between 2.5 to 3.5 years

of ownership based on vehicle problems experienced since ownership.

Similar to the IQS, performance is summarized with a problems-per-100

vehicles (PP100) designation. The study monitors the number and type of

problems owners have with their vehicles and covers specific problems

across different problem categories. The VDS provides insight into the

influence of problems on the owners’ overall satisfaction with the vehicle

and the problems most bothersome to owners.

Scope of the Study

Following was the scope of the study:

1. To do the survey of customers of any car make and model and find out if


they are satisfied with the car maintenance services provided by respective

Car service centers.

2. To know the required improvements to be done by respective companies so that

their customers get extremely satisfied with service.

3. To understand the requirements, complaints and the reasons for dissatisfaction

with respective service center or car dealer

4. To understand what the competitors do better than these companies

5. To do analysis and provide suggestions about how can improvise their service.

METHOD OF STUDY

Sampling

Sampling was done keeping in mind the objective of the CSI research as we had

to know if the person who having 2 years car, gone through servicing with in

recent 6 months & from authorized dealer/service center.

For Client Satisfaction Study:

The survey was conducted in many cities but the target sample size for Mumbai

was 100.

Respondent should be client of Authorized dealer & who have gone through

servicing within 6months.

Respondent should be have an owner of car.

The interviews were fixed by Nielsen India Pvt. Ltd. (Mumbai) center at the


respective field Areas and they used to share the contact details and timings to

conduct the interview.

Respondents who satisfied all these conditions were my target group for this

project.

Instructions given to interviewers:

The interviewer had to be fluent in English and the local language.

It was mandatory for the interviewers to be dressed in formals.

Visiting cards to be collected from the customer and sent across to research.

The interviewers had to read out the questions exactly in the manner shown in

questionnaire.

Open ends had to be probed till actionable points were spoken about. Open

ends had to be captured in detail.

Survey Centers

I covered 10 respondents approximately (10%). The survey was conducted in

many cities. For me the centers were restricted to Mumbai and the sample size

for Mumbai was 100. The chief operating areas were:

Santa Cruz Bandra

Dadar Andheri

CST Church gate


Thane Ghatkopar

Mumbai Central Marine Lines

Borivali Kurla

Parel Powai

Kalyan Goregaon

Data Acquisition

Data collection being a very sensitive and essential element of a survey, needs to

be performed very genuinely.

The data collection was through primary data by personally conducting the

surveys all over Mumbai face to face. During this phase, the contact with the

respondent was made, questionnaire was administered, the data was recorded

and the completed forms were sent for processing.

AC Nielsen has a well-maintained database which they have been referring to

throughout many years for contacting the respondents. The same has been

updated several times in order to make sure that the company does not lose

contact with the respondents and also to pool in new respondents.

Limitation of Study

The respondents don’t give their time easily for surveys.


The respondents get bored after a certain point of time during the interview and

start giving neutral answers to complete the survey.

The respondents sometimes give contradicting answers.

Sometimes it is difficult to make the respondent understand the question.

Sometimes the respondents don’t relate to the questions.

Lack of Expertise.

Lack of knowledge.

Lack of experience in market research.

Lack of co-ordination from respondent.

Learning and Conclusion

Gaining Knowledge On The Terminology

The first one week basically involved understanding the various terminologies as

mentioned above and relate its importance with the functioning of the research. In

order to gain knowledge regarding the same.

Brainstorming With Internal Team Members And My Company Guide


Brainstorming with the team members and my Company Guide helped me to generate

a lot of ideas, gain exposure and also at the same time correct myself whenever I was

going wrong. It helped me to understand a lot of terms which were initially difficult to

understand, and the actual taste of how to work in the market.

Handling Respondent Mood

After understanding the entire process the work flow and the procedures to be

followed, I started meeting respondents. Where I got to learn about how to manage to

get the answers when the respondent is in highly irritated mood.

Handling Back Office Work

I also started handling the Back Office work such as rechecking with respondent if

they have given correct information or not.

Understanding Investors’ Psychology

During my meeting with clients it helps me to learn about how customers react to

certain things such as communication with company, brand recognition, monetary

benefit etc.

Client Interaction

The other important objective of my project is client interaction. The utmost

importance is to keep the client satisfied and get correct information. While interact ing

with the clients, it required us to be very accurate and humble. While dealing with the

clients, it required to be very quick as it would prevent the client from being unwilling

in giving information.


Importance of Questionnaire

I learned that every question is important in a questionnaire as every question has some

relevance and they are there for a reason.

Career

Summer Internship project - Priyam Talpade_PGDM_KBS (2015-17)