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INTRODUCTION
Agriculture in India has a long history, dating back to ten thousand years.Today, India ranks
second worldwide in farm output. Agriculture and allied sectors like forestry and logging
accounted for 16.6% of the GDP in 2007, employed 52% of the total workforce . and despite a
steady decline of its share in the GDP, is still the largest economic sector and plays a
significant role in the overall socio-economic development of India. As India is a agriculture
based country, hence the use of tractors and other farm equipments has a greater utility.
Hence the tractor Spare parts manufactures has a wide scope in the industry. The various
tractor manufacturing companies in India are HMT, Mahindra & Mahindra, TAFE, Indo farm, Punjab tractors ltd etc., and they are lot more of spare part manufactures which help these
companies to survive and one among those is Madhura Industries. In a competitive
marketplace where business compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy within
organisation. Customer satisfaction ratings can have powerful effects. They focus employees
on the importance of fulfilling customers expectations.
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INDUSTRY PROFILE
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INDUSTRY PROFILE
One third of worlds tractor production is in India. Total turnover 10,000cr, total investment
8000 cr. Employment of 28,000 people directly and 1,50,000 people indirectly. Tractor
population is 3,000,000 in india compared to 900,000 in china. The Tractor Manufacturers'
Association of India (TMA) is housed under The Confederation of Indian Industry (CII),
New Delhi. Though not all manufacturers are members TMA is recognized as the main trade
group representing the agricultural tractor industry in India. Rohtash Mal, Executive Director
& Chief Executive Officer of Escorts Ltd (Agri Machinery Group) is the current President of
TMA.
The UAE has long been known as a major supplier of automobile spare parts both within the
Gulf region as well as for Iran, CIS, Indian sub-continent and Africa. After witnessing a
depression recently, the automobile and spare parts industry in the country has once gain
recovered to its optimum level. However, the increase in demand for quality spare parts has
encouraged parallel imports into the country forcing leading automobile distributors andspare part companies to start a full-blooded campaign against illegal importers who operate
from neighbouring countries, particularly across the border in Oman. As a result of illegal
imports into the UAE, the major players in the local market have combined together to curb
the inflow of excessive supply of spare parts through illegal channels.
It has been estimated that almost 30 per cent of the demand for auto spare parts is being fed
by parallel imports from neighbouring countries. These pirated goods are preferred by buyers
as they are offered at heavily discounted prices. These illegal operators are able to beat the
local agents and distributors as they survive on low profit margins and high volumes. They
also do not pass on import tariffs and other additional expenses on to their customers in order
to maintain their low prices.
The rise of a sizable second-hand spare parts market has posed a further threat
to UAE-based spare parts dealers. This lucrative market has registered a
substantial growth in the last five years mainly because of the rising demandfrom East African countries and CIS. Though not all second-hand spare parts
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sellers in Dubai or Sharjah can provide the full range of used parts for all car models, but
these outlets are capable of providing nearly 90 per cent of such parts. In fact, some of the
second-hand spare parts outlets in Sharjah are reportedly selling parts of even 2011 models at
less than half the price of genuine parts. As a result, the business of second-hand spare parts
has developed into a full-fledged multi-million dollar industry involving more than 100 small
and medium-sized enterprises spread throughout the country.
Earlier Dubai was considered the main source for second-hand spare parts but over the last
few years the market has shifted to Sharjah, mainly because of relatively lower overhead
expenses. Many second-hand spare part outlets in Sharjah deal in used used engines which
are imported from Japan and then re-exported to many Asian and African countries. There is
a huge demand for such goods in East African countries of Uganda, Kenya and Tanzania as
well as other countries like Russia, India, Egypt, Iran and Pakistan.
Most of the second-hand spare parts are sourced from damaged cars sold by insurance
companies at throwaway prices and the rest coming from police auctions. Most buyers prefer
to buy these used parts because they are genuine and are often in good condition. While a
major portion of used parts are sold in the UAE market itself, almost the entire stock of
imported used engines is re-exported. Used engines are in great demand in many African
countries which have a big market for re-conditioned automobiles.
It is, therefore, little wonder that an increasing number of African businessmen are seen
purchasing their requirements from one of the many second-hand auto spare parts outlets in
Dubai and Sharjah. "I come here to purchase used spare parts because the prices in Dubai are
one of the cheapest in the world. As a result, I am able to make a neat profit for myself when
I sell these goods back home," said Joseph Samara, a spare parts dealer from Nairobi who
was in Dubai recently to buy spare parts worth $20,000 for selling in Kenya. "In addition to
auto spare parts I would also be purchasing low-priced car and truck tyres (made in China)
for selling in the local market in Nairobi," he said.
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COMPANY PROFILE
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COMPANY PROFILE
MADHURA INDUSTRIES
Madhura Industries, is the proficient Manufacturer, Exporter, Importer and Supplier of Dies
& Tools. We operate our business from Chennai, Tamilnadu, India. We have manifested our
business in India in the year 1998. This energetic and prestigious company is headed by Mr.
S. Ravisankaran, the honorable Proprietor of the company. Besides, Venus Industries is our
sister's concern which is located at 2 Margo Street, Alandur, Chennai 600016 and dealing in
pressed metal component.
INFRASTRUCTURE:
Our advanced and powerful machinery include Sodick wire cutting M/c, Spark erosion M/c,
CG machine, profile projector etc. This powerful infrastructure has the production capacity
100 dies per month which is spread over an area of 2000 sq. ft. We provide customized
production facility to our client in making critical tools and dies. We provide testing facilities
like profile projector, slip gauges, sinbar, digematic mike and bore gauges. We have R& D
facilities available for deep draw components & sheet metal components.
CLIENTELE:
Our clientele includes AVO Carbon India, Greaves Cotton Ltd ,TAFE, VST Tillers, MMG
India Pvt Ltd, Pricol, Carborundam Universal Ltd, Areva, Carbone Lorraine, Mitusubishi etc.
We supply our product all over India. We are growing day-by-day with our strong network of
clients with our dedication towards providing only quality product. Their Important
Customers are Greaves Cotton Ltd, Southern Agro Engine Pvt Ltd and MHI VST Diesel
Engine Pvt Ltd Etc
PRODUCTS:
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We have a vast experience to provide Dies & Tools which are extremely popular because of
their high quality and usefulness in industries like automobile, electrical, engineering
industries and agricultural equipments sector. Our Dies & Tools are available in all over India
at a competitive market price. We provide the product by using high quality packaging
material so that the product reaches our clients in good condition. Our Dies & Tools are
manufactured from fine quality raw material to provide a hassle free solution to our clients.
Machineries
Sodick wire cutting M/c
Spark erosion M/c
CG machine
Profile projector ALL conventional machines etc
Production Capacity 100 dies per month
Manufactured From High quality and powerful HSS M2, TC pellet,
D2 material
Measuring Instruments
Profile projector
Slip gauges
Sinbar
Digematic micrometer
Bore gauges
Available For Deep draw components
Sheet metal components
Components
Fuel tank
Airfilter
Silencer
Powertiller
Brass pin
Cowl Assy
Deep draw components
QUALITY ASSURANCE:
Feel the difference with our customer specific and premium quality products. Our products
are properly tested to provide hassle free solution to our customers. We use high quality
packaging material to maintain the standard of our products. We are ready with our CAD
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(Computer-Aided Design)/CAM (Computer-Aided Manufacturing) facility to enhance the
quality of our products. We use fine quality raw material like HSS M2, TC pellet, D2
material which we collect from trusted sources. The company does not compromise with the
quality of its products at any terms.
QUALITY POLICY:
We are committed to achieve total customer satisfaction by supplying quality product and on
time delivery through continuous improvement
QUALITY OBJECTIVES:
On time delivery
Continuous improvement in our process
Minimizing in house rejection
CLIENTS:
COMPACTING AND SINTERING INDUSTRIES
AUTOMOBILE INDUSTRIES
ELECTRICAL INDUSTRIES
AGRICULTURE INDUSTRIES
PLASTIC INDUSTRIES
ELECTRONICS INDUSTRIES
TAFE
MAHINDRA AND MAHINDRA
INDO FARMS
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THEORITICAL
FRAMEWORK
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THEORITICAL FRAMEWORK
Research methods provide you with the knowledge and skills you need to solve the
p roblems and meet the challenges of a fa st-paced decis ion-making
environment.Business research courses are a recognition that students in business, not-for-
profit, and public organizations in all functional areas need training in the scientific
method and its application to decis ion making .
Prior to the Industrial Revolution, when small-scale businesses dominated the economic
environment, the task of selling was relatively simple. The majority of small firms had a
central concern to meet the growing demand of consumers. Many of the orders were already
on hand (Stills, 1976). It was very common for one person to perform all tasks of the
business. The proprietor was focused on producing and meeting orders; selling, marketing,
and accounting were regarded as secondary.
The Industrial Revolution brought about major organizational changes to businesses.
Industries were now producing mass quantities of millions of different products (Stills,
1976). Because local communities could not absorb all the products, an increase in sales
coverage was needed to relieve the surplus created by large factories. The emergence of sales
divisions within corporations solved many logistical problems and increased the spectrum
and quantity of potential customers. However, sales representatives generally had very little
feedback within the company and were viewed as contracted help. They were paid strictly on
a commission basis, so they had very little loyalty to either the firm for which they worked or
the customers to whom they sold the products. As long as the proper allotments of products
were being shipped and the sales representatives were meeting pre-determined quotas, firms
generally took very little notice of what consumers wanted. These practices remained
unchanged until the late 1970s.
It has since become imperative in the modern sales environment to gain the trust of prospects
and customers by delivering on the expectations set by the sales representative. Guy Oaks
observed that trust rests on the expectation that technically competent service will berendered (Oaks, 1990).
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CUSTOMER SATISFACTION:
It 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. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
Within organizations, 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 .
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and representive measures of satisfaction.
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 andwill likely rate their experience as less than satisfying.
The importance of customer satisfaction diminishes when a firm has increased bargaining
power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an
industry that is an oligopoly, where only a few suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions that they
would never get away if there were, say, a hundred cell phone plan providers, because
customer satisfaction would be way too low, and customers would easily have the option of
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leaving for a better contract offer. There is a substantial body of empirical literature that
establishes the benefits of customer satisfaction for firms.
OBJECTIVE
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OBJECTIVE
PRIMARY OBJECTIVE:
The main objective of the study is to find out the customer satisfaction level of the company.
SECONDARY OBJECTIVE:
To find out the various ways of improving the sales of the company.
To study the preference of customers.
To find out the factors that influences the buying behaviour of the customers.
To find out the possibility of expansion of the business.
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NEED AND SCOPE OF
THE STUDY
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NEED OF THE STUDY
The need of the study was to determine the customer satisfaction level of the company
products. Customer perception will provide a way to accurately measure how the customers
think about the products and services provided by the company. Todays trying economic
conditions have forced difficult decisions for companies. Most are making conservative
decisions that reflect a survival mode in the business operations. During these difficult times,
understanding what customers on an ongoing basis is critical for survival. Executives need a
3rd party understanding on where customer loyalties stand. Morethan ever management
needs ongoing feedback from the customers, partners and employees in order to
continue to innovate and grow. The main objective of the project is to find out the needs of
current and future customers.
SCOPE OF THE STUDY
Needed to find the relationship between the supplier and company.
It helps us to determine the worth of the company and its profit compared to the
previous years.
It helps to understand the need of the customers and their expectations from the
company.
It determines the overall performance of the company.
Needed for a specialized strategy to introduce something new, such as new product
planning, entering new markets or trying a new strategy to fix an existing problem.
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RESEARCH DESIGN
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RESEARCH DESIGN
Research problem: To study the customer satisfaction level of the company products of
Madhura Industries.
Data source: Primary and Secondary data.
Research approach: Survey approach
Research methodology: Applied research
Research instrument: Questionnaire
Sampling plan:
Sample methods: convenience sampling
Sample units: Chennai
Sample size: 10
Primary data: Questionnaire
Secondary data: Internet
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SAMPLING
METHODOLOGY
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SAMPLING METHODOLOGY
SAMPLING TECHNIQUE:
Initially, a rough draft was prepared keeping in mind the objective of the research.
A pilot study was done in order to know the accuracy of the Questionnaire. The finalQuestionnaire was arrived only after certain important changes were done. Convenience
sampling technique will be used for collecting the data from the customers. The people are
selected by the convenience sampling method. The selection of units from the population
based on their easy availability and accessibility to the researcher is known as convenience
sampling. Convenience sampling is at its best in surveys dealing with an exploratory purpose
for generating ideas and hypothesis.
SAMPLING UNIT:
The respondents who were asked to fill out questionnaires are the sampling units. These
comprise of employees of the customer companies like TAFE, Mahindra and Mahindra, samy
electronics, Jai sakthi motors etc..
SAMPLE SIZE:
The sample size was restricted to only 10, which comprised of mainly companies from
different regions of Chennai and outskirts of Chennai.
SAMPLING AREA:
The area of the research was Chennai, Tamil nadu.
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DATA COLLECTION:
Questioning & observing are the two basic methods of collecting primary data. Questionnaire
studies are more relevant than observation studies.
IMPORTANCE OF QUESTIONNAIRE:
When information is to be collected by asking questions to people who may have the desired
data, a standardized form called questionnaire is prepared which helps to bring the data as
such required for the research work. The questionnaire is a list of questions to be asked to the
respondents. Each question is worded exactly as it is to be asked & the questions are listed in
an established sequence. Spaces in which to record answers are provided in questionnaire.
PRESENTATION OF DATA:
The collected data will be analyzed and will be represented through various charts, graphs,
pie charts, tabulation and a master sheet of the surveyed data. The data will be presented to
determine market shares and percentage of readers out of the total population. The samepattern will be repeated in the case of advertisers.
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STATISTICAL TOOLS
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STATISTICAL TOOLS
PERCENTAGE METHOD:
Percentage analysis is a method to represent raw streams of data as a percentage (apart in
100%) for better understanding of collected data. In this study the percentage analysis is used
to analyse thePercentage Analysis= (Number of Respondents/Total number of Respondents)*100.
CHI-SQUARE METHOD:
A Chi square test is any statistical hypothesis test in which the sampling distribution of the
test statistic is a chi square distribution when the null hypothesis is true, or any in which this
is asymptotically true, meaning that the sampling distribution can be made to approximate chi
square distribution as closely as desired by making the sample size large enough. The chi
square is often used to judge the significance of population variance. Such a distribution will
deal with collections of values that involve adding up squares.
Steps Involved
First of all calculate the expected frequencies on the basis of given hypothesis or the
basis of null hypothesis.
Expected frequency= (Row*column total)/ grand total.
Obtain the difference between observed and expected frequencies and find out the squares of
such differences. ie.,
Calculate (O-E)2
Divide the quantity (O-E)2 by E.
This should be done for all the cell frequencies or group frequencies.
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Find out the summation of [(O-E)2/E] values.
This is the required chi square value.
The chi square value obtained as such should be compared with relevant table of chi square
and then inference can be drawn.
WEIGHTED AVERAGE METHOD:
Weighted average calculation is an important tool in descriptive statistics and mathematics. If
all quantities are weighted equally or contribute equally, while calculating the weighted
average, it is equal to the arithmetic mean. It comes in handy when you have to combine the
averages of two different sets of values and get an overall average value.
Here is the general formula for weighted average calculation:
Weighted Average = (x1 w1 + x2 w2. .+ xn wn) / (w1 + w2. . + wn) = i = 1 to n (xi wi) / i = 1 to n wi
Here 'xi' are values of the quantity whose weighted average is being calculated, while 'wi' are
the values of the corresponding weights. So, for calculating weighted average, you must
multiply values of the quantity with their corresponding weights, add all them up and divide
them by the sum of the weights.
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LIMITATIONS
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LIMITATIONS
Reluctance of the people to provide complete information about themselves can affect
the validity of responses.
The lack of knowledge in customers about the study can be a major limitation.
The information can be biased due to use of questionnaires.
As the project is based on secondary data, possibility of unauthorized information
cannot be avoided.
Due to time constraint and other imperative work load during the period it could not
be made possible to explore more area of concern pertaining to study.
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DATA ANALYSIS AND
INTERPRETATION
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ANALYSIS AND INTERPRETATION
PERCENTAGE METHOD:
TABLE:1
FIRMS
FIRM NO. OF RESPONDENTS PERCENTAGE
SMALL SCALE 9 90%
LARGE SCALE 1 10%
TOTAL 10 100%
INTERPRETATION:
The above table says that, there are almost 90% of the customers belong to small scale
firms and the rest 10% are large scale firm.
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CHART:1
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TABLE:2
BUSINESS VOLUME ACCOUNTED FOR BY(COMPANY) PRODUCTS:
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VOLUME NO. OF RESPONDENTS PERCENTAGE
24% OR LESS 8 80%
25%-49% 2 20%
50%-74% 0 0%
75% OR MORE 0 0%
TOTAL 10 100
INTERPRETATION:
The above table says that, about 80% of the customer companies have a business
volume for by our company products of 24% or less and rest 20% are with 25%-49%
but none more than that.
CHART:2
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TABLE:3
PROFIT DERIVED FROM COMPANY PRODUCTS
PROFIT NO. OF RESPONDENTS PERCENTAGE24% OR LESS 9 90%
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25%-49% 1 10%
50%-74% 0 0%
75% OR MORE 0 0%
TOTAL 10 100
INTERPRETATION:
The above table shows that, 90% of the customers profits derived from company
products are about 24% or less , the rest 10% are between 25%-49% and no company
gains more than that.
CHART:3
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TABLE:4
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SATISFACTION ON PERFORMANCE
SATISFACTION NO OF
RESPONDENTS
PERCENTAGE
STRONGLY DISAGREE 0 0%
SOMEWHAT DISAGREE 2 20%
NEITHER AGREE OR
DISAGREE
2 20%
SOMEWHAT AGREE 6 60%
STRONGLY AGREE 0 0%TOTAL 10 100%
INTERPRETATION:
The above table shows , about 60% of the customers somewhat agree that they are
overall satisfied with the companys performance, 20% somewhat disagree and 20%
neutral.
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CHART:4
TABLE:5
IMPRESSION ABOUT COMPANY BEFORE AND AFTER THE PROJECT
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IMPRESSION NO OF RESPONDENTS PERCENTAGEBETTER, BASED ON
PERFORMANCE
2 20%
ABOUT THE SAME 8 80%
WORSE,BASED ON
PERFORMANCE
0 0%
10 100%
INTERPRETATION:
The above table shows, about 80% of the customers impression about the company
after the project compared to before is about the same and 20% feels its better based
on performance.
CHART:5
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TABLE:6
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VALUE OF THE PROJECT
VALUE NO OF RESPONDENTS PERCENTAGEAN EXCEPTIONAL
VALUE
2 20%
A GOOD VALUE 8 80%
A POOR VALUE 0 0%
TOTAL 10 100%
INTERPRETATION:
The above table shows, about 80% of the customers feel that the value of the project
is worth about what they paid for it and 20% feel its worth more than what they paid
for it.
CHART:6
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TABLE:7
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EMPHASIS IN THEIR BUSINESS OVER NEXT FEW YEARS
EXTENT NO OF RESPONDENTS PERCENTAGE
GREAT EXTENT 4 40%
MODERATE EXTENT 3 30%
SLIGHT EXTENT 3 30%
NOT AT ALL 0 0%
TOTAL 10 100%
INTERPRETATION:
The above table shows, about 40% of the customers have greater extent of plan to give
(company) greater emphasis in their business over the next few years , 30% have moderate
extent and 30% have slight extent.
CHART:7
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TABLE:8
CONFIDENCE ABOUT THE COMPANY FOR GAINING ADDITIONAL SHARES
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CONFIDENCE LEVEL NO OF RESPONDENTS PERCENTAGE
VERY CONFIDENT 0 0%
CONFIDENT 0 0%
SOMEWHAT CONFIDENT 2 20%
NOT SURE 5 50%
SOMEWHAT DOUBTFUL 0 0%DOUBTFUL 3 30%
VERY DOUBTFUL 0 0%
TOTAL 10 100%
INTERPRETATION:
The above table shows, about 50% of the customers were not sure about the company to gain
additional shares for the coming year, 30% says its doubtful and the rest 20% were somewhatconfident about the company.
CHART:8
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TABLE:9
RANGE OF DEALERSHIP SALES VOLUME:
RANGE NO. OF RESPONDENTS PERCENTAGE%
Rs 499000 OR LESS 9 90%Rs 500000-999000 1 10%
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Rs 1000000-2999000 0 0%
Rs 3000000-4999000 0 0%
Rs 5000000-9999000 0 0%
Rs 10000000-19999000 0 0%
Rs 20000000 OR MORE 0 0%
TOTAL 10 100%
INTERPRETATION:
The above table shows, about 90% of the customers range of dealership sales volume is Rs
499000 or less and rest 10% falls between Rs 500000 Rs 999000 and not above that.
CHART:9
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TABLE:10
PRODUCT OFFER ADVANTAGEOUS IN PROFITABILITY
ADVANTAGE NO. OF RESPONDENTS PERCENTAGE%
STRONG ADVANTAGE 1 10%SLIGHT ADVANTAGE 2 20%
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ABOUT THE SAME 7 70%
SLIGHT DISADVANTAGE 0 0%
STRONG
DISADVANTAGE
0 0%
TOTAL 10 100%
INTERPRETATION:
The above table shows, about 70% of the customers feel that their product offer is about the
same in profitability when compared to market leader, 20% feels its slight advantage and
10% feels it has strong advantage.
CHART:10
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TABLE:11
PRODUCT OFFER ADVANTAGEOUS IN SERVICE AND SUPPLIES BUSINESS
ADVANTAGE NO. OF RESPONDENTS PERCENTAGE%
STRONG ADVANTAGE 1 10%
SLIGHT ADVANTAGE 3 30%ABOUT THE SAME 6 60%
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SLIGHT DISADVANTAGE 0 0%
STRONG
DISADVANTAGE
0 0%
TOTAL 10 100%
INTERPRETATION:
The above table shows, about 60% of the customers feel that their product offer is about the
same in service and supplies compared to market leader , 30% feels that its of slight
advantageous and rest 10% feels it has strong advantage.
CHART:11
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TABLE:12
IMPACT ON ACTIONS TAKEN BY MARKETING MANAGEMENT
IMPACT ON ACTIONS NO. OF RESPONDENTS PERCENTAGE%
VERY POSITIVE IMPACT 0 0%
POSITIVE IMPACT 2 20%SOMEWHAT POSITIVE 7 70%
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NOT SURE 1 10%
SOMEWHAT NEGATIVE 0 0%
NEGATIVE IMPACT 0 0%
VERY NEGATIVE
IMPACT
0 0%
TOTAL 10 100%
INTERPRETATION:
The above table shows that, about 70% of the customers feels that the impact of the actions
taken by the marketing mgmt is somewhat positive , 20% feels that it has positive impact and
10% says its not sure.
CHART:12
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TABLE:13
MANAGEMENTS TIMELINESS IN RESPONSE TO YOUR REQUEST
TIMELINESS NO. OF RESPONDENTS PERCENTAGE
VERY TIMELY 2 20%
SOMEWHAT TIMELY 7 70%
MIXED 1 10%
SOMEWHAT SLOW 0 0%
VERY SLOW 0 0%
TOTAL 10 100%
INTERPRETATION:
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The above table shows that, about 70% of the customers feel that the managements timeliness
in response to their request is somewhat timely, 20% feels its very timely and the rest 10%
says its a mixed reaction.
CHART:13
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TABLE:14
TOP REASON FOR BEING SATISFIED WITH THE CSRs
REASON FOR
SATISFACTION
NO OF RESPONDENTS PERCENTAGE%
WELL TRAINED 4 40%
ACT IN MY BEST
INTEREST
3 30%
PROFESSIONAL STD OFCONDUCT
2 20%
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WELL SUPERVISED 1 10%
TOTAL 10 100
INTERPRETATION:
The above table shows that, about 40% of customers had opted well trained as their top
reason for satisfaction with the CSRs, 30% feels they act at their best interest, 20% feels their
professional standards of conduct and rest 10% says they are well trained.
CHART:14
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TABLE:15
METHOD TO PLACE ORDERS
METHOD NO OF RESPONDENTS PERCENTAGE
WITH A CUSTOMER
SERVICE REP
0 0%
WITH MY SALES REP 9 90%
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ON-LINE COMPUTER
ORDER SYSTEM
1 10%
OTHER 0 0%
TOTAL 10 100%
INTERPRETATION:
The above table shows that, about 90% of the customers place their orders through sales
representatives and the rest 10% through on-line computer order system.
CHART:15
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TABLE:16
PICK UP ORDERS
PICK UP ORDERS NO OF RESPONDENTS PERCENTAGE
YES 10 100%
NO 0 0%
TOTAL 10 100%
INTERPRETATION:
57
0%
90%
10%
0%
METHOD
CUST SERVICE REP SALES REP ON-LINE ORDER SYSTEM OTHER
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The above table shows that, almost 100% of the customers says that they usually pick up
orders by themselves.
CHART:16
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TABLE :17
TREATMENT AT LOADING PLATFORM
TREATMENT NO OF RESPONDENTS PERCENTAGE
YES 10 100%
NO 0 0%
TOTAL 10 100%
INTERPRETATION:
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The above table shows that, almost 100% of the customers feels that they are treated
courteously at the loading platform.
CHART:17
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TABLE:18
SERVED PROMPTLY
SERVED PROMPTLY NO OF RESPONDENTS PERCENTAGE
YES 10 100%
NO 0 0%
TOTAL 10 100%
INTERPRETATION:
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The above table shows that, almost 100% of the customers says that they were served
promptly at the loading platform.
CHART:18
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TABLE:19
HOW CAN LOADING PLATFORM CREW SERVE BETTER
ACTIVITIES OF LPC NO OF RESPONDENTS PERCENTAGE%
TIMELINESS 3 30%
HELP IN LOGISTICS 3 30%
RESPONSIVENESS 2 20%
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COURTESY 2 20%
TOTAL 10 100%
INTERPRETATION:
The above table show that, 30% of the customer says that timeliness is the best way the
loading platform crew can serve better, 30% says its the help in logistics, 20% feels its
responsiveness and the rest 20% says its courtesy.
CHART:19
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TABLE:20
TOTAL ANNUAL PURCHASE FROM SUPPLIERS
TOTAL ANNUAL
PURCHASE
NO OF RESPONDENTS PERCENTAGE%
UNDER Rs 50000 0 0%
Rs50000-100000 0 0%
Rs100000-200000 0 0%
Rs200000-500000 0 0%
Rs500000-1000000 0 0%
Rs1000000-2000000 2 20%
OVER Rs 2000000 8 80%
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TOTAL 10 100%
INTERPRETATION:
The above table shows that, 90% of the customers says that their total annual purchase from
their suppliers is over Rs 20.00,000 and the rest 20% falls between 1000000-2000000.
CHART:20
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TABLE:21
RATINGS OF COMPANYS OVERALL SERVICE PERFORMANCE COMPARED
TO LAST YEAR
RATINGS NO OF RESPONDENTS PERCENTAGE
GREATLY IMPROVED 0 0%
IMPROVED 1 10%
SOMEWHAT IMPROVED 2 20%
SAME AS LAST YEAR 4 40%
SOMEWHAT DECLINED 3 30%
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DECLINED 0 0%
GREATLY DECLINED 0 0%
TOTAL 10 100%
INTERPRETATION:
The above table shows that, 40% of the customers feels that the companys overall service
performance is as same as last year, 30% says its somewhat declined, 20% says its somewhat
improved and the rest 10% feels its improved.
CHART:21
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WEIGHTED AVERAGE METHOD:
TABLE:22
TABLE RATING THE PERFORMANCE OF CSRS:
EXNT. VERY
GOOD
GOOD FAIR POOR TOTAL WA RANK
ABILITY TO SOLVE
PROBS
0 4 12 16 0 32 3.2 1
UNDERSTANDING 0 4 24 0 0 28 2.8 3
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NEEDS
RESPONSIVENESS 1 10 9 4 0 24 2.4 5
PROFESSIONALISM 0 14 9 0 0 23 2.3 6
COURTESY 0 6 18 4 0 28 2.8 3.5
FRIENDLINESS 1 14 6 0 0 21 2.1 7
PRESENTATION OFNEW PRODUCTS
0 4 15 12 0 31 3.1 2
INTERPRETATION:
From the above table I infer that, majority of the customers had opted for the ability of
solving problems as the top reason for rating the performance of CSRs.
TABLE:23
TABLE RATING THE SERVICE PERFORMANCE OF THE COMPANY
COMPARED TO OTHER SUPPLIERS:
MUCH
WORS
E
WORS
E
SAM
E
BETTE
R
MUCH
BETTE
R
TOTA
L
W
A
RAN
K
TIMELINESSOF
DELIVERIES
0 0 12 12 0 24 2.4 4
DELIVERY
DAY
SCHEDULE
0 0 15 10 0 25 2.5 3
CONDITION
OF
PRODUCTS
0 0 21 4 1 26 2.6 2
BREAKAGE 0 0 12 12 0 24 2.4 4.5
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STOCK
ROTATION
0 0 9 12 1 22 2.2 8
ACCURACY
OF ORDER
FILL
0 0 15 6 2 23 2.3 6
BACKORDER
FULFILMEN
T
0 0 21 6 0 27 2.7 1
HANDLING
PHONE
ORDERS
0 0 15 6 2 23 2.3 6.5
INTERPRETATION:
From the above table I infer that, majority of the customers had opted for back order
fulfillment as the main reason for rating the service performance of the company.
FINDINGS
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FINDINGS:
1. About 90% of the customers belong to small scale firm and there is only one large
scale firm.
2. About 80% of the customer companies have a business volume for by our company
products of 24% or less.
3. About 90% of the customers profits derived from company products are about 24% or
less.
4. About 60% of the customers somewhat agree that they are overall satisfied with the
companys performance, 20% somewhat disagree and 20% neutral.
5. About 80% of the customers impression about the company after the project
compared to before is about the same.
6. About 80% of the customers feel that the value of the project is worth about what they
paid for it.
7. About 40% of the customers have greater extent of plan to give (company) greater
emphasis in their business over the next few years , 30% have moderate extent and
30% have slight extent.
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8. About 50% of the customers were not sure about the company to gain additional
shares for the coming year, 30% says its doubtful and the rest 20% were somewhat
confident about the company.
9. About 90% of the customers range of dealership sales volume is Rs 499000 or less.
10. About 70% of the customers feel that their product offer is about the same in
profitability when compared to market leader.
11. About 60% of the customers feel that their product offer is about the same in service
and supplies compared to market leader.
12. About 70% of the customers feels that the impact of the actions taken by the
marketing mgmt is somewhat positive.
13. About 70% of the customers feel that the managements timeliness in response to their
request is somewhat timely.
14.About 40% of customers had opted well trained as their top reason for satisfaction
with the CSRs, 30% feels they act at their best interest, 20% feels their professional
standards of conduct and rest 10% says they are well trained.
15. About 90% of the customers place their orders through sales representatives.
16.Almost 100% of the customers says that they usually pick up orders by themselves.
17. Almost 100% of the customers feels that they are treated courteously at the loading
platform.
18. Almost 100% of the customers says that they were served promptly at the loading
platform.
19. About 30% of the customer says that timeliness is the best way the loading platform
crew can serve better, 30% says its the help in logistics, 20% feels its responsiveness
and the rest 20% says its courtesy.
20. About 90% of the customers says that their total annual purchase from their suppliers
is over Rs 20.00,000.
21. About 40% of the customers feels that the companys overall service performance is
as same as last year, 30% says its somewhat declined, 20% says its somewhat
improved and the rest 10% feels its improved.
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SUGGESTIONS
SUGGESTIONS
About 90% of the customers belong to small scale firms, and it concentrates much on
the small scale firms rather than the single large scale firm TAFE.
I suggest the company to concentrate equally on both, because the TAFE is the one
which gives a huge order and the profit obtained is much more than any other
company gives.
About 60% of the customers are overall satisfied with the company and the 40% are
either not satisfied or neutral, hence its much important for the company to work more
for this 40% of the customers as the profit is more from them.
Only 40% of the customers have the plan to give the company business over the next
few years, and its not enough as the company need to concentrate on this factor more
because customer satisfaction is a must.
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Overall about 70% of the customers have a positive impression about the company in
its performance and it should improve rather than maintaining it.
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CONCLUSION
CONCLUSION:
The overall project is depending up on the findings that have been
explained previously. All my survey findings are correlated and being
explain in the above graphs.
After completing the survey and watching the analysis I come to this conclusion that the
company much focuses on the small firms which yields a normal return than the large firms.
Overall the performance of the company is seems to be somewhat satisfactory and not very
satisfied. Its also important for the company to equally concentrate on the large firm which
gives a good return. Need to work on companies which give more business rather than
occasional ones.
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BIBLIOGRAPHY
WEBSITES:
http://en.wikipedia.org/wiki/Tractors_in_India
http://www.madhuraindustries.com
http://www.tafe.com/
www.tractorspare sindia.com
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http://en.wikipedia.org/wiki/Tractors_in_Indiahttp://www.madhuraindustries.com/http://www.tafe.com/http://www.tractorsparesindia.com/http://www.tractorsparesindia.com/http://en.wikipedia.org/wiki/Tractors_in_Indiahttp://www.madhuraindustries.com/http://www.tafe.com/http://www.tractorsparesindia.com/8/3/2019 A Study on Customer Satisfaction of b2b Market
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www.19hourit.co.in
BOOKS:
Kothari C R, Research methodology, Methods and Techniques.
Philip Kotler, Marketing Management, seventh edition, Prentice Hall India, 2005.
ANNEXURE
QUESTIONNAIRE:
COMPANY NAME:_____________________________
1. What type of firm you belong to?
a) Small scale firm
b) Large scale firm
2. How much of your business volume is accounted for by (company) products?
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a) 24% or less
b) 25% - 49%
c) 50% - 74%
d) 75% or more
3. How much of your profit is derived from (company) products?
a) 24% or less
b) 25% - 49%
c) 50% - 74%
d) 75% or more
4. Overall, I am very satisfied with the way [Company] performed (is performing) on
this project.
a) Strongly disagree
b) Somewhat disagree
c) Neither agree or disagree
d) Somewhat agree
e) Strongly agree
5. Compared to how you felt about [Company] before this project, what would you now
say is the likelihood of completing another project with [Company]?
a) better, based on performance
b) about the same
c) worse, based on performance
6. Considering the overall value of the project you paid for, was it
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a) an exceptional value, worth more than you paid for it
b) a good value, worth about what you paid for it
c) a poor value, worth less than you paid for it
7. To what extent do you plan to give (company) greater emphasis in your business over
the next few years?
a) Great extent
b) Moderate extent
c) Slight extent
d) Not at all
8. Overall, how confident are you that (company) will gain additional market share in
the (product) industry in the coming year?
a) Very confident
b) Confident
c) Somewhat confident
d) Not sure
e) Somewhat doubtful
f) Doubtful
g) Very doubtful
9. What is the range of your dealership's sales volume of (company) products last year?
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a) Rs499,000 or less
b) Rs500,000 - 999,000
c) Rs1,000,000 - 2,999,000
d) Rs3,000,000 - 4,999,000
e) Rs5,000,000 - 9,999,000
f) Rs10,000,000 - 19,999,000
g) Rs20,000,000 or more
10. Compared to (market leader), how does (your product) offer advantages in
profitability?
a) Strong advantage
b) Slight advantage
c) About the same
d) Slight disadvantage
e) Strong disadvantage
11. Compared to (market leader), how does (your product) offer advantages in service
and supplies business?
a) Strong advantage
b) Slight advantage
c) About the same
d) Slight disadvantage
e) Strong disadvantage
12. Overall, have actions taken by (company) senior sales and marketing management
over the past year had an impact one way or another on your business?
a) Very positive impact
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b) Positive impact
c) Somewhat positive impact
d) Not sure
e) Somewhat negative impact
f) Negative impact
g) Very negative impact
13. On average, which of the following best describes (company) management's
timeliness in response to your requests and inquiries?
a) Very timely
b) Somewhat timely
c) Mixed
d) Somewhat slow
e) Very slow
14. What would be your top reason for being very satisfied with [Company] service
representatives?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
ABOUT THE CUSTOMER:
15. What method do you usually use to place your orders?
a) With a customer service rep
b) With my sales rep
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c) On-line computer order system
d) Other
16. Do you usually pick up your orders?
a) Yes
b) No
17. If "Yes," are you treated courteously at the loading platform?
a) Yes
b) No
18. Are you served promptly?
a) Yes
b) No
19. What can the (Company) loading platform crew do to serve you better?
_____________________________________________________________________
_____________________________________________________________________
20. Approximately what is the total annual purchase of all (type of products) from all
your suppliers?
a) Under Rs50,000
b) Rs50,000 - 100,000
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c) Rs100,000 - 200,000
d) Rs200,000 - 500,000
e) Rs500,000 - 1,000,000
f) Rs1,000,000 - 2,000,000
g) Over Rs2,000,000
21. How do you rate (Company's) overall service performance today compared to last
year at this time?
a) Greatly improved
b) Improved
c) Somewhat improved
d) Same as last year
e) Somewhat declined
f) Declined
g) Greatly declined
22. What can your (Company) service rep do to serve you better?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
23.
Please rate the performance of your (Company) Customer Service Representative:
Excellent Very Good Good Fair Poor Ability to solve problems
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Understanding of my needs
Responsiveness
Professionalism
Courtesy
Friendliness
Presentation of new
products and packages
24.
Please rate the service performance of (Company) compared with your next largest supplier
in each of the service areas olisted.
First, rate our performance:Much WorseWorse Same Better Much Better
Timeliness of deliveries
Delivery day schedule
Condition of delivered
product
Breakage
Stock rotation
Accuracy of order fill
Back order fulfillment
Handling of your phone
orders
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