Universal Project

PROJECT REPORT

CUSTOMER FEEBACK SURVEY

OF UNIVERSAL PRODUCTS

UNIVERSAL CONSTRUCTION EQUIPMENT

PVT LTD

HEMLATA JADHAV

IN THE PARTIAL FULFILLMENT OF THE COURSE

PGDM [BA]

ROLL NO-0814

MITCON INSTITUTE OF MANAGEMENT

BALEWADI PUNE ndash 411045

2008 ndash 2010

ACKNOWLEDGEMENT

It is my privilege to offer a deep sense of gratitude and thanks to Mr Nilesha Pawar for

his valuable guidance advice and constant encouragement and supervision throughout the

course of the project work and who has also been a source of inspiration and motivation

through all stages of this project I would also like to express my sincere thanks to sales

department who also guided in a valuable way

Hence this acknowledgement is a humble attempt to earnestly thank those who were

directly or indirectly involved in the project and were of immense help to me

I hereby extend my sincere thanks to the Director Dr Vidhyadhar Vedak Dean Prof Sanju

Davis registrar Prof Santosh Mahajan all the faculty members and my internal guide Mr

Promod Jogdeo whose guidelines helped me in successfully completion of this report

In the end on behalf of MITCON Institute of Management Pune we are thankful to Universal

Construction Pvt Ltd for rendering all the possible services and resources which ultimately

enabled us to complete this task I end this note with a hope that this support continues in

future also

Hemlata Jadhav

PGDM- Business Administration

MIMA Balewadi

EXECUTIVE SUMMARY

Tital ndash Customer Feedback Survey of universal products

Organization-

Reporting officer ndash Mr Nilesh Pawar

Universal is in the field of manufacturing construction equipments since last 25 years It has

produced user friendly machines appropriate for site conditions at affordable prices to ensure

client satisfaction Universal has no of major client in the Pune region Now days company

was receiving regular and repetitive complaints from their client regarding their after sales

service department availability of spare parts about their delivery schedule etcSo it was

very vital for universal to conduct this research study and take individual feedback from each

and every client to know in detail their problems and take an opportunity to make necessary

changes and improvement in their product and services offered by it

This research project was done to know the market status of universal product along with

this what are the demands available in the construction equipment industry What are the key

drivers behind the growth in the construction equipment industry

Objective ndash The main objective is to to get feedback from user to further improve the

service in order to make it more satisfactory to them

To sustain long term relationship with its major clients by knowing their needs their

problems amp their suggestions

To study overall demand available in the construction equipment industry what is the

scope available for construction equipment in the market as the construction industry

is the second largest industry in India after agriculture

Scope ndash The project was done in the Pune region of Maharashtra with the scope of

analyzing the level of satisfaction of the client regarding quality services of the

product The study encompasses of understanding construction equipment industry

demand available in the industry study of competitors and universal companies

products

Research Methodology - In this project work project was made by questioning to the

major client of company in the Pune region to find out mainly quality and services

provided by the company The information and data collected in the qualitative and

quantitative form and it was recorded and documented so that analysis of this can be

used to improve the quality and services and in this way to increase the sales of the

company

Primary data source- survey of major client of pune

Research instrument- Well defined questionnaire

Contact method - Personal interview Telephonic interview

Sample size- Total 45

Major Findings of the project ndash

1 Quality of the universal products is good except some of the client surveyed in

the Pune region

2 Services offered by the universal are not up to grade as per client

requirements

3 Some of the clients surveyed find cost of universal product high

4 Complain evaluation by the service engineer is not good

5 Delivery schedule is not on time

6 Company is having major problem of availability of spares

Recommendations ndash

1 As 20 of the client have experienced bad quality of universal product so

2 Company should more concentrate on quality of product

3 Company should more focus on after sales service department

4 Commitment of service engineer towards its client should be fulfilled

5 Company should maintain adequate stock of spare parts of machinery6 On time delivery schedule should be followed by the company for more

satisfaction

7 Of its client

Limitations ndash

As universal is having wide range of products about 30-35So it was not possible for

us to conduct feedback survey on each product As a result of this we conduct survey only

for three core product of company viz Batching plant Reversible mixer Tough rider

The Indian construction industry recorded a consistent double-digit year-on-year growth

(12) during 2000-2005 and is expected to grow at 25-30 during 2005-2010 The key

drivers of this growth are government investment in infrastructure creation and real estate

demand in the residential and industrial sectors The construction industry is the second

largest industry of the country after agriculture Construction activity is an integral part of a

countryrsquos infrastructure and industrial development It includes hospitals schools townships

offices houses and other buildings urban infrastructure (including water supply sewerage

drainage) highways roads ports railways airports power systems irrigation and

agriculture systems telecommunications etc Covering as it does such a wide spectrum

construction becomes the basic input for socio-economic development The construction

industry is the infrastructure of the infrastructure industry Besides the construction industry

generates substantial employment and provides a growth impetus to other sectors through

backward and forward linkages It is essential therefore that this vital activity is nurtured for

the healthy growth of the economy With the present emphasis on creating physical

infrastructure massive investment is planned during the Tenth Plan The construction

industry would play a crucial role in this regard and has to gear itself to meet the challenges

In order to meet the intended investment targets in time the current capacity of the domestic

construction industry would need considerable strengthening The construction sector has

major linkages with the building material industry since construction material accounts for

sizeable share of the construction costs These include cement steel brickstiles

sandaggregates fixturesfittings paints and chemicals construction equipment petro-

products timber mineral products aluminum glass and plastics The construction sector is

one of the largest employers in the country In 1999-2000 it employed 1762 million

workers a rise of 6 million over 1993-94 The sector also recorded the highest growth rate in

generation of jobs in the last two decades doubling its share in total employment

Construction equipment covers a variety of machinery such as hydraulic excavators wheel

loaders backhoe road construction etc These equipments are required for both construction

and mining activity With a wide production capacity base India is perhaps the loaders bull

dozers dump trucks tippers graders pavers asphalt drum wet mix plants breakers

vibratory compactors cranes fork lifts dozers off-highway dumpers (20T to 170T) drills

scrapers motor graders rope shovels etc They perform a variety of functions like

preparation of ground excavation haulage of material dumpinglaying in specified manner

material handling only developing country which is totally self-reliant in such highly

sophisticated equipment Ltd UK in 2003 and is now called JCB India Ltd The

construction equipment sector in India has evolved over the years amp is at present at the

intermediary stage of development The industry is trying to bring the international level of

technology as demand and scale of operation increases

Most manufacturing companies in this sector in India have design amp Engineering

departments catering to their in house requirements amp all of them are fairly well equipped

using CAD90 of companies with technology collaborations has completed technology

absorption

60 of the companies surveyed have their own research amp development set up amp 90 of

them have started allocating for research amp development since the 1990s

The industry is quite mature in marketing abilities as compare to other sectors of the capital

goods industry Majority of the companies have strategic planning programs in place amp have

well chalked out business strategies at all levels

Prior to the 1960s domestic requirements of mining and construction equipment were

entirely met by imports

Domestic production began in 1964 with the setting up of Bharat Earthmovers Ltd

(BEML) a public sector unit of the Ministry of Defense at Kolas in South India to

manufacture dozers dumpers graders scrapers etc for defence requirements under

licence from LeTorneau Westinghouse USA and Komatsu Japan In the private

sector the Hindustan Motorsrsquo Earthmoving Equipment Division was established in

1969 at Tiruvallur near Chennai with technical collaboration from Terex UK for

manufacture of wheel loaders dozers amp dumpers This factory has since been taken

over by Caterpillar for their Indian operations In 1974 LampT started manufacturing hydraulic

excavators under license from Poclain France In 1980 and 1981 two more units Telcon

and Escorts JCB commenced manufacture of hydraulic excavators (under license from

Hitachi Japan) and backhoe loaders (under license from JCB UK) respectively Volvo and

Terex Vectra are the most recent entrants in the Indian market Volvo has set up their

manufacturing unit in Bangalore

At present they are only manufacturing tippers and the other equipment are imported

from their parent company and marketed in India The industry has made substantial

investments in the recent past for setting up manufacturing bases despite small volumes and

uneconomic scales of production compared to global standards

Earth Moving Equipment

Concrete Equipment

RoadConstructionEquipment

Tunnelingamp Drilling

Material Handling

Equipment

bull Backhoe Loaders

bull Excavatorsbull Loaders

bull Bulldozersbull Skid-Steer

Loadersbull Wheeled LoadingShovelsbull Wheel Loadersbull Motor Gradersbull Motor

Scrappersbull Dump Trucksbull Wheel Dozers

bull Concrete Breakerbull Paver Finisher

bull Concrete Batching

Plantsbull Concrete

Pumpsbull Concrete

Mixersbull Hot mix

plants

CompactionEquip

bull VibratoryRollersbull Pavers

bull Rotary DTH Drilling

bull Hammer Track Drill

bull Boring Equipment

bull Demolition Equipment

bull TelescopicHandlers

bull Crawler Cranesbull Mobile Cranesbull Truck Cranes

bull Forkliftsbull Pick amp Carry

Cranesbull Slew Cranes

bull Tower Cranesbull Conveyors

Indian construction equipment growth

Infrastructure investments

Industrial production by manufacturers

Emerging growth areasEmerging growth areas

Infrastructure investments are the investments in roads ports power etc

Industrial production by manufacturers - New facilities

- Up gradation of existing facilities

- Demand for material handling

Equipment

Emerging growth areas - LeasingRentals

- Exports

- Refurnishing used equipment

- Services

Total Planned Urban Infrastructure

20062007

20082009

US$ Billion

US$ billion

Post-Sales Support

bull Service and Training Infrastructure

bull Maintenance

bull Spare Parts amp Distribution Network

RampD and Innovation

bull Appropriate technology and pricing

bull Product customization

bull Product reliability and ease of use

End-To-End Services

bull Equipment selection

bull Financingleasingrental

bull Maintenance and training

bull Repair and refurbishing

Every one has a dream but only a few have the passion to transform the dream into a vision

which has the power to touch the depth of reality Universal is in the field of manufacturing

construction equipments since last 25 years It has produced user friendly machines

appropriate for site conditions at affordable prices to ensure client satisfaction

The company started with intellectual potential over three decades ago in the year 1974The

company has a turnover of 150 cores The company is growing by 30 annually

VISION ndash To be the largest selling construction manufacturing company

Beyond boundaries by adhering to the world class standards

through strong RampD efforts sophisticated manufacturing

equipment strong after sales support and a vast global reach

MISSION ndash Universalrsquos quest to reach the pinnacle in technology based

Construction solutions is powered by an even greater desire

to be socially responsible to conduct business in superior

service values and to provide consistent innovations for a

better life

For over 3 decades Universal an ISO certified company has been catering to the specific

need of businesses With huge investments in its infrastructure strong RuriampD extensive

range of superlative products wide spread sales and service network and global reach

Universal

Endeavourrsquos to provide world class construction equipments backed by fully equipped

integrated manufacturing processes In over 25 countries Universalrsquos high production

capacity plants in conjunction with heavy exports is helping thousands of customers better

their lives

3Manufacturing units spread across 25 acres

50 Different types of equipments

Exports to more than 25 countries

2 Machines manufactured every hour

Universal has lined up a massive National Expansion blueprint It has decided to build

assembly units in 5 locations across India Beside these support offices Universal gears up

fast towards growth by putting up a new plant at Shivare on the Pune-Bangalore Highway

Universal has wide variety of product range

1) ON WHEEL CONCRETE

BATCTHING PLANT

10) EARTH COMPACTOR

2) CONCRETE BATCHING PLANT

WITH INLINE FEEDING SYSTEM

11) BAR BEN DING MACHINE

3) REVERSIBLE DRUM MIXER -( 1400)

( 1050)

( 800)

12) SAND SCREENING MACHINE-

VIBRATORY

ROTARY

4) CONCRETE CONVEYOR 13) BAR CUTTING MACHINE

5) MINI DUMPER 14) SAND WASHING MACHINE

6) 107 CONCRETE MIXER 15) MINI CRANE

7) SLAB TROLLEY 16) SAND METAL BATCH

CONTROLLER

8) NEEDLE VIBRATOR 17) WHEEL BARROW

9) BLOCK MAKING MACHIONES-

HYDRULIC

AUTORAMMING

Universal launches ten new innovative products

GEN X SERIES OF CONCRETE

RM 300 REVERSIBLE DRUM

DM 1200 PAN MIXER-

TRACTOR DRIVEN

MULTI GO MULTI-PURPOSE

TOWER HOIST

SEE-SAW HOIST ML 200 MINI LIFT

SPEEDO PM 201 SPEEDO PM 202

SPEEDO URJA CHIMNEY LIFT

1) After sales Our Priority - Universal has worked out an innovative concept of

ldquoService van with inbuilt workshop facilityrdquo to be able to visit customers on-site and

service all and any concern related to the equipment or technology at work

2) Easy availability of spare - To optimize the processes of clients universal has set

one of the widest spare network Their regional offices at Mumbai Delhi Nagpur Kolkata

Bangalore and Ahmadabad in association with more than 75 associate offices provide the

widest spare network all over India

3) Credited Assistance - Universal has Tie-ups with the major financial institutions

ensure robust financial assistance for procurement of loans amp mortgages They are -

CENTURIAN BANK

STATE BANK OF INDIA

CHOLAMANDLAM FINANCE

4) Training Excellence - Universal construction machinery Training Center is being

started to provide various types of Skill based amp Knowledge based training services to

the construction equipment amp machinery operators amp later stage project manager related

to selection operation maintenance amp optimum use of equipment

5) Exhibition - Universal construction machinery has initiated a series of

Participation in various industry associated exhibitions like-

BAUMA 2004

BAUMA 2007

CONSTRO

EXCON 05

EXCON O7

ACETECH 06 07

BHARAT VIKAS AWARD

VASTU 96

BUILDMAT 95

MEGA EXPO 96

CONSTRO 97

CONSTRO 2000

A research problem refers to some difficulty which a researcher experiences in a context of

either a theoretical or practical situation amp wants to obtain a solution for the same

What is the market position or status for universal as a manufacturer of construction

equipments (Batching plant Reversible mixer Tough rider) as their specialty in Pune

The one of the most important function of marketing is to find out the exact position or status

of its product in the mind of client As universal construction machinery having a wide range

of products amp it was receiving regular amp repetitive complaints from clients regarding after

sales service amp availability of spares So to know in detail what are the exact problems of

clients there was need for universal to conduct this project ie to find out the exact position in

the market The position of any of the product which client carry in his mind is depends on

the companiesrsquo offerings amp the image of the company in the market

The main purpose of this research study is to increase the potential for the sales market share

amp increase revenue of the company This research is mainly conducted on the major clients of

universal in the Pune region One of the reason behind this is as we know high revenue

generating clients can be the one of the major source to earn more profit

Definition

Process in which the effect or output of an action is returned (fed-back) to modify the next

action Feedback is essential to the working and survival of all regulatory mechanisms found

throughout living and non-living nature and in man-made systems such as education system

and economy As a two-way flow feedback is inherent to all interactions whether human-to-

human human-to-machine or machine-to-machine In an organizational context feedback is

the information sent to an entity (individual or a group) about its prior behavior so that the

entity may adjust its current and future behavior to achieve the desired result Feedback

occurs when an environment reacts to an action or behavior For example customer

feedback is the buyers reaction to a firms products and policies and operational feedback is

the internally generated information on a firms performance Response to a stimuli (such as

criticism or praise) is considered a feedback only if it brings about a change in the recipients

Customer Feedback Definitions

For the Compliments

All positive feedback formal and informal expressed by a customer of any company either about a service or policy or action provided by the Company itself or a person or body acting on behalf of the Company

For the Complaints

All negative feedback formal and informal expressed by a customer of any company either about a service or policy or action provided by the Company itself or a person or body acting on behalf of the Company This includes 10487071048707All reported service failures where further action needs to be taken to rectify the situation

for the customer

10487071048707All informal negative feedback even if the customer does not describe it as a complaint or wish to pursue anything formally

Importance of Customer Feedback

Did we ever have customers who seemed happy but suddenly stopped doing business with

us Did we ever wonder why Obviously something displeased them - our customer service

our product or our attitude perhaps A majority of unsatisfied customers (almost 95) never

complain It takes effort on the part of the customer to draft a letter of complaint or to phone

in to voice displeasure The easiest and most effortless option is to move on and never do

business with our company again

So how can we know if our customers are happy or not and use that information to make

improvements The one easy way to do it is by seeking customer feedback Even customers

who are reluctant to make complaints will fill in forms anonymously

Send out a feedback survey asking customers questions that could reflect both positively and

negatively on our company You should always include an open-ended question at the end

asking them if they have any additional comments or suggestions to make This will give

them a chance to voice any displeasure or come forward with truly constructive suggestions

that could help your business

Here are some typical questions that we can ask on a feedback form

~ How would you rate our customer service

Excellent - Good - Satisfactory - Average - Poor

~ Was your product delivered on time

~ How would you rate us against our competitors

~ Are you satisfied with the product you have purchased

~ Would you consider purchasing from us again

Yes - No

If not please tell us why

~ Please gives us your suggestions on how we can improve our services

We could also ask them to rate us on a scale of 1 to 10 with 10 being outstanding and 1 being

very poor If all that seems like too much hard work dispense with the questionnaire Simply

include a note on our website stating that you welcome any comments or feedback along

with an email address where they can send it

Once we have asked these questions and received the answers be prepared to take action

Use the feedback forms to improve our business The customers are the only reason why we

are in business so satisfying them will ultimately make your business more profitable

Most important send a response to every person who has given us his or her feedback

acknowledging their views If we are able to take action based on customer feedback let the

concerned people know about it The worst thing to do is to ask for feedback and let it go at

that We can be sure that the customer wont waste his or her time next time around

What is our customer saying about us Do we really know Does our customer really know

who we are

If you dont know what our customer thinks about us our business our product and our

services then we might as well close shop

A customer is the lifeblood of every business and we must always strive to be in tune with

what our customer thinks and how they feel Dont leave our customers unattended and in the

dark Invite feedback Add a feedback form to our website or a simple mailto link that

looks something like this

Questions Comments Send email to infom

People love to give their opinion especially if they decide that your product or services

which they have purchased needs improvement How will we know this if we dont provide

a means to communicate with our customers

A customers independent review of our site or product carries far more weight than our own

ravings about how great our site is Sure we know that our products and services are great or

we wouldnt be selling them but we will be more convincing if we can get honest

endorsements from people who have tried them

Not being in tune with our customers is like living in an alternate reality the way we think

our customers feel about our product is not always the same as what our customers really

think about our product Learn some common forms of accepting feedback Unfortunately

many business leaders today treat their customers just like pre-teen children who have no idea

what is best for them Listening to our customers and more important acting on the

feedback they give is one of the best ways to transform a struggling business into a

successful one

The reasons for accepting customer feedback are quite obvious to some but not so obvious to

others Our customers are ultimately the ones responsible for our paycheck By listening to

our customers needs and desires you can tailor our product and service to better meet their

demands This will ultimately lead to greater success

Below are just a few of the more common forms of accepting feedback Depending on our

business and our customer base some will work better than others

Suggestion box a physical box with a pen and paper where customers can give feedback

Great for gyms retail stores and other locations where customers visit

Feedback form this can be mailed or delivered with the invoice at the completion of a job

The questions can be structured to prompt the customer for the right kind of information

Great for service professionals painters and other contractors

On-line an e-mail address on-line form and interactive forum are all good for feedback

This form of feedback is ideal when the majority of customers are on-line customers

Focus group getting a group of customers together for a discussion about your product is

most common with a new product launch but can be used for feedback on existing products

or services as well This form of feedback works best when the customers do not have far to

travel

Surveys phone snail-mail and e-mail surveys are all somewhat annoying to most customers

but they can also be the most informative Remember that very few people who feel

indifferent about the product ever fill these out without some kind of compensation as in a

product discount or coupon it is either the very happy or very upset customers who invest the

time to take these surveys

Here are the three basic rules for customer feedback

1 Make it easy for customers to give feedback There is a bumper sticker that reads

Complaints Call 1-900-COMPLAIN $995 per minute This is a humorous

example showing how difficult it can be to find an organization willing to accept your

feedback If possible allow the customer to give feedback anonymously In cases

such as giving feedback anonymity breeds honesty

2 Thank the customer for the feedback If a customer is giving feedback even in the

form of a non-diplomatic complaint realize that you are benefiting from this

Although kind words should be enough customers feel appreciated more when some

form of compensation is given If giving a gift of some sort is possible and

appropriate then do it

3 Analyze the feedback Is this feedback based on an isolated incident Have you

received similar feedback before from other customers Is this customer being

reasonable in their requests andor suggestions Will acting on this feedback benefit

the organization as well as other customers or just this one customer You certainly

do not have to act on all suggestions but you certainly should consider them

Customer feedback should be used as just one of the sources of information in

decision making never the primary source There are times when you know your

product better than anyone and your vision and determination will make it work

despite public opinion

Simply making it easy for customers to give feedback can do wonders for the overall attitude

of your customer base Actively seeking feedback as in offering some form of compensation

for the feedback shows your customers that their feedback is important to you Acting on the

feedback and implementing reasonable changes based on customer feedback is a sure way to

win over your customers and increase the success of your business

The Customer FeedbackProcess

STEP 1 Identify Customers

A list of all customers and salespeopleaccount managers should be maintained Start

with the largest customers first

STEP 2 Schedule Feedback Interviews with Customers

Schedule the feedback session with the appropriate customer Feedback sessions

should be scheduled every six months andor after a major deliverable When

scheduling an initial interview with a customer the questions that will be asked can be

forwarded to the customer in advance of the interview In addition the biography or

resume of our executive conducting the feedback interview can also be forwarded to

the customer Schedule the session in the customerrsquos office for 30 minutes

STEP 3 Pre-brief Our Executive Prior to the Customer Feedback Session

Our salespeopleaccount managers should pre-brief our executive prior to the feedback

session with our successes problems and issues and with the personality type and other

personal and professional information about the customer being interviewed

STEP 4 Conduct the Customer Feedback Session

Ask the questions shown on the customer feedback form (Pages 2 and 3)

STEP 5 Provide a Verbal or Written Debrief of the Feedback Session to the

Appropriate Salespeople or Account Managers

This debrief should be conducted within 24 hours if possible If there are significant

issues inform other appropriate company executives

STEP 6 Report Results in Writing to the President

Provide a report to the President within one week of conducting the feedback session

STEP 7 Disseminate the Results to Workforce as Appropriate

The results of the customer feedback session should be disseminated as widely as

possible within the company All feedback except negative feedback about

individuals should be included

STEP 8 Take Corrective and Preventive Action

Corrective or preventive action should be taken as necessary in response to problems

that are identified in customer feedback sessions

STEP 9 Follow Up With the Customer

Follow up with the customer concerning any action items that resulted from the

customer feedback session

To know the image of universal machineries amongst its major client of Pune region

regarding its quality

To know the actual cost status of universal product

To get aware about-

Different problems (technical mechanical electrical servicing)

faced by its clients during uses

How is the delivery schedule distribution network of universal

To understand the satisfaction level of client for universal product

To get feedback from user to further improve the service in order to make it more

satisfactory to them

To generally find out the demand available in the construction equipment industry and

to study in general is there any affect of global slowdown on the production of

construction equipment among manufacturers in the market

To study what are the future opportunities for the construction equipment industry for

further growth of the sector

The sample comprised of 42 major companies located at different locations in Pune region-

1 INDUSTRY COVERAGE-

The scope of the research study covers all those companies whose turnover is more

Than Rs 30 cores amp who are the major client of universal in the Pune region

2 DURATION OF THE PROJECT-

Survey was carried out for the span of two months (15th April-15th June 2009)

There is a lot of benefit to conduct this research study as during survey we

came to know where we came to know that where universal stands in the market amp what

are the necessary steps that should be taken to increase its sales amp make it a more

valuable amp admired brand

The study encompasses of finding the demand available in the construction

equipment industry is there any affect of global slowdown on the manufacturers of

construction equipment industry to study further future prospectus available in the

market for this industry Mainly this project was done with the scope of analyzing the

level of satisfaction of major client of universal company to further improve the quality

and services offered by the company in order to increase its revenue and get profitability

and marker competencies

Definition-

Research is a careful or critical enquiry or examination in seeking facts or principles

diligent investigations in order to ascertaining something The process in which datafacts

is collected to solve the problem in the most effective manner is known as research

methodology

The data which a researcher collects is divided into two types which are based on

nature of collecting data They are as follows

PRIMARY DATA-

It is the method in which the data is collected by on field research These are the data

collected or gathered specially for the project in hand In other words primary data is the

first hand information gained by observation and interview

The sources of primary data are

1 Personal interviews

2 Questionnaire Interviews

3 Telephonic Interviews

4 Survey Method

5 Observations

Collection of Data through Questionnaires Method

This method of data collection is quite popular particularly in case of big enquiries It is

been adopted by private individuals research workers private and public organizations

and even by governments In this method a questionnaire is sent to the persons

Concerned with the request to answer the question and return questionnaire A

questionnaire consists of number of questions printed or typed in definite order on a form

or set of forms

Types of questions

In my research I have Open ended questions Dichotomous questions and multiple

Choice questions for my questionnaire

And their details are as follows

The second important aspect in the designing of questionnaire is to decide which type of

questions is to be used Questions can be classified in various ways-

1 Open ended questions -

An lsquoopen ended lsquoor lsquosimply openrsquo or lsquofree answerrsquo question gives the respondent

complete freedom to decide the form length and detail of the answer Open questions are

preferred when the researcher is interested in knowing what is uppermost in the mind of

the respondent

However open questions pose certain problems At the time of actual interview it

becomes difficult for the interviewer to note down the respondentrsquos answer verbatim

eg have you faced any problem in product during usage If yes which type of problem

1 Dichotomous questions

A dichotomous question has only two answers in the form lsquoyesrsquo or lsquonorsquo lsquotruersquo or

lsquofalsersquo lsquousersquo or lsquodo not usersquo etc There cannot be a third answer However in some

Cases there may be a third answer which may come from those who do not want to

take a definite stand one way or other

eg Do you think universal updates its product as per new technology or trend in the market

2 Multiple choice questions

In this type the respondent is offered two or more choices The marketing researcher

exhausts all the possible choices and the respondent has to indicate which one is

applicable in his case

eg You find universal product-o Value for moneyo Expensive

o Moderateo Cheaper

The secondary data are those which have already been collected by someone else and

Which have already been passed through the statistical process When the researcher

utilizes secondary data then he has to look into various sources from where he can obtain

them In this case he is certainly not confronted with the problems that are usually with

the collection of original data Secondary data may either be published data or

unpublished dataSecondary data taken from

Flip charts of the company Brochures Handovers and leaflets Websitewwwuceindiacom

The sample comprised of 45 companies located at different locations in the Pune

region Samples considered covers those companies contractors Builders Corporate

who are having the major products of universal (Batching plant Reversible mixer

Tough rider)

Q1) about quality services offered for batching plant

Total no of clients surveyed = 45

REMARK EXCELLENT VERY GOOD

GOOD AVERAGE POOR

QUALITY 10 10 70 10 0

SERVICE SPEED

0 10 30 50 10

STAFF COURTESY

0 30 40 20 10

The above graph gives us the information about ndash 1) how is the quality of universal machinery (Batching Plant) in the market 2) How is the service speed courtesy offered by the universal staff

Explanations - From the above bar chart we can conclude or see that

Out of total surveyed major clients 70 of total client said that the quality of Batching Plant is good amp 10 of the clients have experienced the excellent quality of Batching Plant Remaining clients said that they have very bad experience about the quality of batching plant

As compare to quality of universal machinery the service speed or we can say services offered by the Service Engineers of universal is not good As about 50 of clients have given average remark for the services offered

Q2) Quality and services regarding reversible mixer

01020304050607080

QUALITY

SERVICE

STAFF COURTSY

No of client visited = 42No of client having RM = 25

EXCELLENT VERY GOOD

GOOD AVERAGE POOR

QUALITY 16 24 52 8 0

SERVICE SPEED

4 24 56 8 4

STAFF COURTESY

4 24 56 8 4

2424 24

5256 56

0102030405060708090

SERVICESPED

AVERAGE

VERY GOOD

EXCELLENT

The above graph shows the different parameters of the reversible mixer regarding its quality

service speed staff courtesy

From the above data presentation it is clear that

52 of the total surveyed client said that the quality of reversible mixer is good

24 of the client have opinion that quality of reversible mixer is very good on the other hand

16 have said quality is excellent

Q3) what do you think about cost of universal product

Total No of companies surveyed = 42

REMARK NOOFCOMPANIES PERCENTAGEVALUE FOR MONEY 20 40

EXPENSIVE 9 2666MODERATE 9 2666CHEAPER 5 666

STATUS OF UNIVERSAL MACHINERY

2666 2666

000501

VALUE FORMONEY

EXPENSIVE MODERATE CHEAPER

The above graph shows the status of universal machinery in case of cost offered by the universal to its clients

From above graph it is clear that about 40 of the clients have opinion that the cost offered by the universal to its productmachinery is value for money

2666 of total clients think that the cost offered by universal is too expensive as compare to other competitors in the market amp 2666 of clients said that the cost is moderate

Only 666 clients have opinion that the cost of universal product is cheaper

Q4) would you like to recommend our product or services to others

YES NO

Series1

From above graph it is clear that near about 80 of its clients would like to recommend universals product to others amp about 20 would not like to recommend

Q5) for how many times have you faced any problem in our product during use

4ONE TIME

TWO TIME

MORE THAN THAT

The above graph shows the frequency of facing problem during usage of universal product

From the above it is clear that out of 45 surveyed clients 15 clients have faced more general

problems during uses

13 -20 clients have faced problems during usage for 2-3 times

5 clients said that very rarely they have faced any type of problem

The general problems faced by the client during product usage are as follows-

The major problem faced by each amp every company is of spare parts ie the spare

parts are not easily available in the market amp universal is also not having the proper

stock of spare parts

Storage capacity of hopper is less as compare to recommended (theoretical) storage

capacity

Calibration disturbance of weighing digital indicator

Problem related with the hydraulic cylinder alignment weight balancing display

fluctuations bearing starting problems

Not complete evaluation of the complain launched by client due to lack of technical

knowledge of the service person

Hopper takes maximum time for the loading of the material as a result of it gives low

output within specified time

Automatic system of add mixer is not working properly they have to run it manually

on site

Some parts of the machine are of low quality ie they are not long lasting

Q6) after launching the complain how was

EXCELLENT VERY GOOD

GOOD AVERAGE POOR

Response from

service dept

5 19 55 10 2

Attendance of service person on

0 26 57 5 2

Technical knowledge of service engineer

2 19 50 17 5

Complain evaluation by service engineer

2 14 40 30 4

QUALITY OF SERVICE DEPARTMENT

0102030405060708090

AVERAGE

VERY GOOD

EXCELLENT

The above area graph shows the quality of service department from different parameters

As - Response from service department

Attendance of service engineer on site

From above area graph we can observe that near about 50 of total surveyed client have

given the good remark for all these four parameters 20-25 of the client has said that quality

of service department is very good5 of the client having excellent experience of service

department

As per client point of view though the response from service department is good but the

complain evaluation by service engineer is not as per client expectation30 of the client

have given average remark for complain evaluation

Q7) what do you think about delivery schedule or service provided by the universal

36 4024

000501

ON TIME DELAY BY4-5 DAYS

DELAY BYMORETHANTHAT

Y-AXIS

The above chart shows the delivery schedule of universal product This chart is showing a

very negative feedback about the delivery schedule as it is shown that near about 64 of the

total surveyed client have not received product delivery on time Some client said that

delivery of universal product was late by 25-30 days

Only 36 of the client having the great experience of on time delivery

0102030405060708090

YES NO

Q8) Do you think universal updates its product as per new technology in the market

As per survey conducted on the major client it is observed that 82 of the client are agree

with the statement that universal updates its product as per new technology in the market

Q9) what do you think about networking provided by universal all over India local services and availability of spares

Total no of companies = 45

REMARK NO OF COMPANIES PERCENTAGEGOOD 22 52

AVERAGE 16 38POOR 4 95

The following graph gives information about the networking local services spare parts

Provided by the universal all over India

As per no of clients surveyed and questioned about these crucial factors 52 of the total

clients said that networking and local services provided by the company are good but they

were having negative opinion about the availability of spare parts On the other hand half of

the surveyed clients were saying that local services provided by the company are not up to the

mark and they have given average grade for that

REMARK

Universal construction equipment pvtltd is the company which deals with the manufacturing

of different types of equipments Out of these Batching plant and Reversible mixer are two

important products

In our project I found out following things-

Regarding quality of product

o As per survey quality of Batching plant is good and

some of the client have experienced excellent quality of

Batching plant

o In case of Reversible mixer it is found out that quality

of Reversible mixer is very good But some of the

clients are not satisfied with the quality as some parts of

the machinery are of low quality

Regarding service department ndash

o During our survey i came to know that though universal

offers good quality of product to its client but response

of service department to its client is not good

o Only 50 of the surveyed client agreed that services

offered by the universal are good

o Technical knowledge of the service engineer is not up

to the mark as per client requirement20 of the client

said that technical knowledge of service engineer is

average

o No proper evaluation of the problems faced by the

client30 of the surveyed client said that there is no

perfect solution for their complain by the service

engineer

Regarding cost of universal product ndash

o Cost offered by the universal is value for money as per

40 of the client surveyed On the other hand 27 of

the client said cost is expensive for many times

Regarding recommendation of universal product ndash

o Except 20-25 of the client almost all of the client

would like to recommend the universal product to other

as per survey

Regarding general problem faced by the client ndash

o Less storage capacity of hopper

o Calibration disturbance of weighing digital indicator

o Weight balancing

o Display fluctuations

o Problem of automatic system of add mixer

One of the major problems faced by the all of the client is availability of spares

Universal is not having the proper stock of spare parts of machinery

As per survey universal updates its product as per new technology in the market

Regarding delivery schedule of universal product ndash

o Delivery schedule of universal product is not on

time65-70 of the client said that delivery schedule

is always delayed by 4-5 days and some time it is

delayed by more than that

Networking and local services provided by the universal are good

020406080

FINANCIAL YEAR

UNIVERSAL GROWTH GRAPH

The global financial crises have hit the construction equipment industry Slowdown in

infrastructure projects has dragged down the demand for construction equipment

Every manufacturer unit will try to bring the production in line with the sales

requirement The manufacturer will produce exactly what is required in the market

Despite the current slowdown the construction equipment business has a bright future

as according to planning commission estimates- investment of up to $ 492 billion for

infrastructure project by 2011-12

The government has proposed to add 78577 mw of power Develop more than 42

lakh km roads21000 km railway lines modernize and redevelop 38 airports and

construct 4 major ports

As per conducted survey I have the following suggestions for the universal company

As 20 of the client have experienced bad quality of universal product so company

should concentrate more on quality of product

There should be quality check of each and every small part of machinery

Because during my survey I came to know that client are not

satisfied with the quality as some part of machinery are not

working properly

There should be proper response from service department to each client when they l

are in need for their product solution

Appropriate follow-up system for client should be adopted

Company should more focus on after sales service department

Commitment of service engineer towards its client should be fulfilled

During my summer project I came to know that technical knowledge of the service

engineer is not up to the grade to solve any type of client problem So I suggest

universal to focus on that part also and give proper training to engineers

Company should maintain adequate stock of spare parts of machinery

On time delivery schedule should be followed by the company for more satisfaction

of its client

As a additional values company should focus on proper networking and local

services

Some of the clients find cost of universal product is very high As a result of that

company should provide some discount to retain those clients with them

I also advice company do more no of demonstrations client meetings seminars and

field staff activity to make client to know about the products of the company and

make client aware about quality of the product

us to conduct feedback survey on each product As a result of this we conduct survey

only for three core product of company viz Batching plant Reversible mixer Tough

Time for the study was limited to only two months

As 80 of the feedback we have received from the corporate offices of client So the

data received may vary as per the site conditions

There was a geographical limitation as our survey was limited to only Pune region in

the Maharashtra

Faced problem in taking appointment of client

Following conclusions are drawn from the entire project ndash

Universal construction equipment is having good quality of product

Service department of the company does not work properly

Company is not having adequate stock of spare parts of machineries

Delivery schedule of product is not on time as per 50-60 of the surveyed clients

Company need to upgrade the technical knowledge of service engineer as per

requirement

Data analysis shows that clients have to face different types of problems in the

machineries

Company updates its product as per new technology in the market

Company is not having the local services into the other regions

Some client find cost of universal product is very high

Overall if we saw industry wise the production of construction equipment has

declined because of current slowdown Despite there are no of opportunities in the

construction equipment industry as per government planning commission estimates

wwwuceindiacom

Construction magazines viz Industrial reference Indian infrastructure

Broachers

wwwallbusinesscom

YOUR FEEDBACK MATTERS

Customer Delight is what we strive for which is why we would request you to give us

your feedback on our product and services

Company Name

Client Name

Designation

Phone No

E-mail address

Name of product-

Batching Plant- RM- TR- 30 cum 1400 12 cum 1050 15 cum 800 20 cum

Purchase date-

Q1) were you greeted in the store

Yes No

Q2) Tick any one option of the following For Batching Plant

Remark Excellent Very good

Good Average Poor

Quality of

productService Speed

Staff Courtesy

For RMRemark Excellent Very

goodGood Average Poor

Quality of

productService SpeedStaff

Courtesy For TRRemark Excellent Very

Quality of

Courtesy

Q3) you find universal product

Value for money

Expensive

Moderate

Cheaper

Yes No

Q5) Do you think suggestion given by the sales person for purchasing of particular product or machinery is up to the mark and suitable to your requirement

Yes No

If No give your opinion

One time

Two time

More than that

NeverIf having problem which type of problem

Good Average poor

Response from service

siteTechnical knowledge of service

personComplain evaluation by service

person

On time

Delay by one day

Delay by 2-3 days

Q9) Do you think universal updates its product as per new technology or trend in the market

Y Yes No

Q10) what do you think about networking provided by universal all over India local services amp availability of spares

Average

Q11) if you are having any suggestion regarding universal product services Please write your views in suggestion box

Signature Seal

SrNo Company Name Contact person Mobile no E-mail address1) DYP construction pvt

LtdVasudev Smruti 020-25436818 dypconstuctionsyahoocom

2) BRAMHA BUILDERS

Sudhir Thombare 9890643338 bramhasuncityvsnlnet

3) Ratilal Bhagwandas Construction Coy

Engineers amp Contractors

Anand Nitin Karia

2714791327148931 ratilalpn3vsnlnetin

4) BRAMHA BUILDERS

Uttam Tarale 9890041213 brahmabuildersvsnlnet

5) DSK TRICONE Taizune Hassonjee

9922965737 thdsktriconecom

6) NYATI GROUP SMulay 9822261201 nyativsnlcom

7) VAICHAL Constructions PvtLtd

9850007997 vaichalvsnlcom

8) Suma Shilp Limited Pramod Naralkar 91205671312 sumashilpvsnlcom

9) ELITE BUILDERS MrNarkhede 25653565 elitehomesvsnlnet

10) MS KALBHOR CONSTRUCTION

27477889 kalbhorgroupsatyamnetin

11) RUNWAL HOUSING Sanjay Runwal 9881309149 Runwalethnet

12) Empire Estate MrPradeep Lohar 9822559970

13) MARWEL creating landmarks

Vinay Chudiwal 9890999989 Vinaychudiwalmarwelrealtorscom

14) MADKAR Construction PvtLtd

Rajan Madkar 9822281128

15) MS Kalbhor Associats Engineers amp Contractors

KS Mehta 7474953 kalbhorgroupsatyamnetin

16) ANUP Constructions Engineerings amp

Contractors

Shivappa Doddamani

(0)6350761

17) BHATE amp RAJE CONSTRACTION

COPVTLTD

9822437209 bandrpn3vsnlnetin

18) SMMEHTAamp CO Niraj Mehta 9822011007 Smmco_punhotmailcom

19) PRIDE HOUSING Rajesh Jain 020-25679491 pridehousingvsnlnet

20) IVRCL Infrastuctures amp projects Ltd

Bipin Arey 9120-26137741 bipinarcyivrinfracom

21) VASCON Engineers PvtLtd

Niranjan Ghate 9850828330 niranjan_ghatevasconcom

22) Poonawalla Group of Stud Farms

DRAPHANDA 9890141000 aphandahotmailcom

23) Madhav Limaye Group

Rohit Limaye 9823024280 madhavlimayegroupvsnlcom

24) MS Kalbhor Construction Co

Chetan V kalbhor

9850584022

25) ELITE ERECTORS PVTLTD

Vinod P Patil 020-25653565 elitehomesvsnlnet

26) JKumar Infraprojects Ltd

Yusuf ASInamdar

9923106937 jkumarrmcgmailcom

Rajesh S Chhapriya

9823018388 jkncvsnlnet

28) DSKULKARNI DEVELOPERS LTD

Ranjit w Kulkarni

9822307337 ranjitdskdlcom

29) SANKALP CONSTRUCTION

PRATAP B SALUNKHE

9422044887 sankalpconstructionrediffmailcom

30) STBIRADAR STBIRADAR 912025655237 stbiadarvsnlnet

31) SANSKRUTI INFRASTUCTURES

amp DEVELOPERS PVTLTD

Chandrashekhar Magar

9885830095 infosanskrutideveloperscom

32) ACHALARE ASSOCIATES

020-25534496 infoachalareassociatescom

33) Sanjay Developers Promoters amp Builders

Chintamani Nimhan

9822041745 contactsanjaydeveloperscoin

34) HNBHAT amp CO ENGINEERS

PVTLTD

MrThorat 9422507705 hnbchnbcin

35) ATUL ENTERPRIZES

Rahul h Mundana

4001394 rahulatulenterprizescom

36) CEMBIT Engineers construction india

PvtLtd

Harish N Moorjani

020-27460695 moorjanis_cecyahoocoin

37) KIRLOSKAR BROTHRES

LIMITED

SHIRISH MORE 020-24402153 shirishmorekblcoin

38) RAMA GROUP BUILDERS amp

DEVELOPERS

RAJU PANJABI 9822009700 ramagrouprediffmailcom

39) CREATIVE CONSTRUCTIONS

ENGINEERS amp CONTRACTORS

NITISH PANDIT 9822751211 creativeconstvsnlnet

40) KOLTE-PATIL DEVELOPERS LTD

30582645 Const_kpdlvsnlnet

41) KAKKAD CONSTRUCTION amp ENGINEERING CO

Kakkad Amrish 32505445 kakkadconhotmailcom

42) Ameya Developers Pvt Ltd

CPSupekar 9422321328 hopuneindiatimescom

YGPatwardhan 020-24231378

44) KUNAL GROUP Kunal Mehata 9325679396 marketingkunalgroupin

45) Earthmovers amp Contractores

TEJanjire 9822773882 jantepn3vsnlnetin

46) Darode-Jog Properties MrYadav 020-25412451 infodarodejogcom

47) KRISHNA CONSTRUCTIONS

Rahul Rasane 9371011109

48) Dreams Group Santosh Mulay 9822775646

49) Platicon Civil Engineering PvtLtd

PKJha 9371025495 platiconpuneindiatimescom

50) ADITYA BUILDERS SKPAWAR 9860799126 adityagardencityrediffmailcom

51) Shankar Ramchandra Earthmovers PvtLtd

ASKAD 9822036415 Kadrd_sreplrediffmailcom

52) RAJDEEP BUILDCON PVTLTD

Jantikar NJ 9325429014 inforajdeepgroupcom

53) RAMA BUILDERS amp PROMOTERS

Aashish 9422012186

54) MS Shri Swami Samarth Engineers

BSMane 020-25679011

55) MILLENNIUM ENGINEERS amp

CONTRACTORS PVTLTD

MANOJKUMAR MR

9373314175 SCPLPN2VSNLNETIN

56) GE Commercial Finance

Anand Channe 9822572084 Anandchannegecom

57) ATUR INDIA PVTLTD

Piyush SBawse 9823392191 mailaturindiacom

58) KHAMKAR CONSTRUCTION

PVTLTD

Subhash Dahatonde

9860799397 subhashkcplbiz

59) MANAS SAROVAR 020-26053778 manassarovarvsnlnet

60) MAHALASA BUILDERS

Shailesh Kulkarni 9881143920 Ssk16rediffmailcom

61) EIFFEL SANDIPKUMAR JAIN

9763717215 sandipeiffelin

62) RAINBOW HOUSING

ARUN SHINDE 9120-26633777 inforainbowhousingnet

63) SANSKRUTI INFRASTRUCTURES

RANJIT N PATIL

9225821650

64) GOEL GANGA GROUP

Nikhil Atre 9860091177

65) SALARPURIA Sarang Bhaskar 9975566003 Sarangpunesalarpuriagroupbiz

66) CLOVER PARESH R BHANSALI

9822546218 Clover1vsnlcom

67) ASHTECH(INDIA) PVTLTD

HANUMAN PRASAD

MANDHANIA

9122-22190200 ashtechindiavsnlnet

68) HARI OM CONSTRO amp AGRO

CONSULTANTS PVTLTD

PRADEEP MAHAJAN

9325161200 hariomconstrogmailcom

69) GALAXY CONSTRUCTIONS amp

CONTRACTORS PVTLTD

AMIT THEPADE

9923010000 Galaxy_constructionvsnlnet

70) AMCON CONSTRUCTIONS

Arif Mulla 9822199611 infoamconconstructionscom

71) UNNATTI PKSINGH 9960662303 singhunnattirediffmailcom

CONSTRUCTIONS PVTLTD

72) SONIGARA HOMES SACHIN K SONIGARA

020-325117633 infosonigarahomescom

73) Sanskruti Group Ishwar Patel 9371026068 pokarishwarsanskrutigroupcom

74) KOOL HOMES Dharmesh Gathani

09225571901 dharmeshkoolhomesin

75) RUNWAL HOUSING Pramod Agarwal 9822438651 runwalethnet

76) Shree Sai Electors PvtLtd

Rajesh C Nair 9822963949 Nairrajesh93gmailcom

77) SIDDHI CONSTRUCTIONS

Rupesh Bhadule 9822198111 rvbhadulerediffmailcom

78) Valecha Engineering Ltd

SKChavan 9850999432 velpunesancharnetin

Definition

There is a lot of benefit to conduct this research study as during survey we came to know where we came to know that where universal stands in the market amp what are the necessary steps that should be taken to increase its sales amp make it a more valuable amp admired brand