CHAPTER 1

INTRODUCTION

A market is one of the many varieties of systems, institutions,

procedures, social and infrastructures whereby parties engage in
exchange. While parties may exchange goods and services by barter, most
markets rely on sellers offering their goods or services (including labor) in
exchange for money from buyers. It can be said that a market is the
process by which the prices of goods and services are established. Markets
facilitate trade and enables the distribution and allocation of resources in a
society. Markets allow any trade-able item to be evaluated and priced. A
market emerges more or less spontaneously or may be constructed
deliberately by human interaction in order to enable the exchange of rights
(cf. ownership) of services and goods.

Marketing is a widely used term to describe the means of

communication between the company and the consumer audience.
Marketing is the adaptation of the commercial activities and use of
institutions by the organizations with a purpose to induce behavioral
change on a short-term or permanent basis.

The techniques used in marketing include choosing target markets

through market analysis and market segmentation, as well as
understanding methods of influence on the consumer behavior. The
marketing planning creates strategies for the company to place advertising
to the dedicated consumer.

SCOPE OF THE STUDY

The scope of the customer satisfaction survey is to measure

the satisfaction customers with the service quality of a company
and to detect defects. Satisfaction and dissatisfaction of customer
 is the results of fulfilling expectation on certain service
performance of company. Customer satisfaction is highly essential
for the organization the main significance of the study is that to
improve the performance of the company. To make the customers
satisfied so that it.

To help the company for further development in the future.

Hence it is relevant to make a study of "customer satisfaction of
Rubco furniture"

OBJECTIVE OF THE STUDY

Primary objectives

The primary objective of the study is to find out the level of

satisfaction of customers of Rubco Huat Wood Pvt. Ltd.

Secondary objective

> To find out the most prominent area of dissatisfaction's of Rubco Huat
Wood Pvt. Ltd.

> To make companies retailer aware about the dissatisfaction of their

customers.

> The study is about to understanding the expectations of the

customers.
LIMITATION OF THE STUDY
> Data's are collected from the selected area of kannur and kasaragod
district, so the findings cannot be generalize in all locations.
> Some of the customers were not willing to respond due to busy
schedule.
> A few respondents might have given biases information, which may
affect the reliability of results.
 REVIEW OF LITERATURE

CUSTOMER DEFINITION

(Grigoroudis, E and Siskos, Y (2009) provided a definition

for customer upon two approaches: With reference to loyalty "A
customer is the person that assesses the quality of the offered
products and services and on process oriented approach, the
customer is the person or group that receives the work out put"

CUSTOMER SATISFACTION DEFINITION

Howard and Sheth (1969) defines satisfaction as, "the buyer's

cognitive state of being adequate or in rewarded for the satisfies he
has undergone)

Satisfaction broadly defined by Vavra, TG (1997) as

satisfactory post-purchase experience with a product or service
given an existing purchase expectation"

Michael Conkin Ken Powagra $ Stain Lipovesky,2004

"Customer satisfaction Analysis : identification of key drive s"
European journal of Operational Research 154/819827. (A problem
solving a key drives in customer satisfaction analysis is considered
in relation to Kano theory on then relationship between product
quality customer satisfaction using tools from co-operative Game
theory and Risk Analysis. Shapely value and attributable risk
techniques to identify priorities of the key drives of customer
satisfaction or key dissatisfies and key enhancers. Here the authors
demonstrate the theoretical and practical advantages of shapely
value and attributable risk concepts in elaborating an optional
marketing strategy. The quality management theories (Kano et al.
(1984), Levitt (1986), Gaile and Wood (1994), Mittal, Kumar and
Jain (1998) Lowenstein (1995) indicate that many key products and
service attributes have a curvilinear relationship to satisfy certain
attributes termed.

"Must - be" attributes by Kano, have a dramatic negative

impact on satisfaction when they are not delivered, but have a
minimal positive impact when they are improved from an acceptable
level. The non- linear nature other relationship between "Must-be"
attributes and overall satisfaction makes identification of such
attributes difficult with standard linear modeling techniques, the
relationship between these "Must-be" attributes and overall
customer satisfaction are multiplicative, because failure on any one
of the must-be attributes.

Tse and Wilton (1988) defines as the customer satisfaction

response to the evaluation of the perceived discrepancy between
prior expectation (or some other norm performance) and the actual
performance of the product/ services as perceived after its
consumption".

Davound Baghery Dargah & Hamed Golrokhsari,"E-tourism

and customer satisfaction factors" journal of advanced social
research 320 328.
Information and communication Technologies are rapidly expanding
and have affected the business and the way organizations compete (porter
2001) ICTs have been applied in tourism industry over a number of years.
Organization adopts e-business for several reasons and perceived benefits.
In this paper we first will introduce different aspects of e-tourism
including benefits, threats, barriers and finally will go through the
customer satisfaction factors in E-tourism. Despite the importance of E-
Tourism there has been less research on its different aspects. There are
researches held on tourist's satisfaction and also on on-line satisfaction but
there is still a research gap on on-line satisfaction in tourism industry. The
methodology used in this research are conducting focus group interviews
and distributing the questionnaire. Our respondents were a sample of
passengers from Mehrabad Airport, Tehran, who has experienced E-
tourism at least once before. This researches yields rich insights for the
manager of E-tourism firms, by introducing the factors which have the
most impact on customers convenience which in turn is one of the
determinates of satisfaction in E-tourism. The results show that time
efficiency, possibility of purchasing anywhere, convenience of purchasing
any time, direct access to information and customer service are the factors
which build convenience in E- Tourism comparing with the traditional
travel agencies. Moreover it shows that convenience of purchasing
any time in E-tourism comparing with the limited word according to
Steve Shriver, research indicates thet the consumers are les loyal
now that the past due to the following reasons.

The abundance of choice

Availability of information
Customers ask "what have you done for me lately"
Most products or services appear to be similar nothing
standing out.
Customer financial problem reduce loyalty
Time scarcity
 These factors lead to customer defections complaints
decreased affiliation greater price
Sensitivity and a tendency to carry on Law suits

The selling concept starts with the seller and its focus is on
existing products it is seller oriented. The company believes in
aggressive selling and other promotions, customer value and
satisfaction are no concern for the seller. The firm produces the
products first and then figures out eases to sell and make profit and
never think of the satisfaction for the consumers.

` Marketing orientation starts with the customers and the

command strives to learn customer needs and wants, develops
appropriate products or services to satisfy the customer. Business is
viewed as a customer need satisfying activity. All departments co-
ordinate their activities and focus is on customer needs profits are an
outcome of doing the job well by the company.

The emphasis is on developing long term bond with customers

by making them feel good about how the firm interacts or does
business with them by giving the some kind about how the firm
interacts or does business with them by giving them some kind of
personal connection to the company. The real relationship marketing
program is much more than the use of data base marketing to target
customer more precisely. Its purpose is that each customer must feel
she or he has received something in return for being a member of the
permission.
 CHAPTER 2

RESEARCH METHODOLOGY

The research methodology is a scientific and systematic way of to

solve research problems. Researchers have to design his methodology.
Research methodology deals with methods and takes in to consideration
the logic behind their method. It also deals with the objective of
research, study of the method of defining, type of data collected,
methods used for collecting and analyzing data.

Research design

Research design is descriptive in nature it is the first and

foremost step in the methodology adopted and undertaking research
study. It is an overall plan for the collection and analysis of data in the
research project. Thus, it s organized, systematic approach to be the
formation, implementation and control of the research project. A study,
which wants to portray the characteristics of a group or individual, or
situation, is known as descriptive study. The main objective of
descriptive study is to acquire knowledge.

Data collection
While dealing with any real problem, it is obvious that the data at
hand are inadequate and hence it becomes necessary to collect that are
appropriate. Depending up on the sources information available, the
data can be classified as,

Primary data

Secondary data
Primary data

The primary data are those which are collected afresh and for the
time, and thus happen to the origin in the character. In this study primary
data from various respondents are collected with the help of structured
questionnaire. We can obtain primary data either through observation or
through direct communication. Primary data used in this study are
collected by:

1. Questionnaire

A structured was selected as the tool for data collection. I this

method a list of question related to subject is prepared and given to
participants. The questionnaire contains questions and provides space. The
questionnaire should be developed and tested carefully before being used
on a large scale. A request is made to participants to fill up questionnaire
and it back within a specified time

2. Personnel interview

This method was also used to collect data. This had helped to collect
valuable information from company executive and other concerned
authorities.

Sample design

A sample is a segment of the population selected to represent the

population as a hole, Researcher usually draw conclusions about large
group by sample. Ideally, the sample should be representative and allow
the researcher to make accurate estimates of the thoughts and behavior of
the larger population.

Stratified random sampling is used in this research. In this method

the population is divided in to mutually exclusive groups such as
departments and random sample are drawn from each group. It is kinds of
profitability sampling, in this kind of sampling the sample members may
be choose at random from the entire population.
 CHAPTER 3
INDUSTRY PROFILE AND COMPANY PROFILE

INDUSTRY PROFILE
Furniture has a part of human experience the development of
non-furniturmadic culture. Evidence of furniture survives from the
Neolithic period and later in antiquity in the form of paintings such
as the wall murals discovered at Pompeii, sculpture. Example has
been excavated in empty and found in tombs in goods in modern
day Turkey.

Sakkra Brae house Orkney, Scoteland evidence of home

furniture that is dresser containg shelves. A range of unique stone
furniture has been escalated in sakkara, a Neolithic village located
in Orkeny. The site date from 3100 to 2500 BC and due to a shortage
of wood in Orkney, the people of sierra Brae were forced to build
with stone readily available material that could be worked easily and
turned into an item for use with in the household. Each house shows
high degrees of sophistications and was equipped with an extensive
assortment of stone furniture, ranging from cup broads, dresses and
beds t shelves, stone seek and limp tanks. The stone dresser was
regarded as the post important as it is symbolically facing the
entrance in each house and is there for the first item seen. When
entering perhaps displaying symbolic object, including decorative
are to work such as several Neolithic carved. Stone balls also found
the site. |

Ancient furniture has been escalated from the century BC

Phrygian tumulus, the Midas Mound, in Gordian, Turkey. Pieces
found here include tables and inlaid serving stands. There are also
surviving works from the 9 l to 8 th century BC Assyrian placed of
Nimrud. The earliest surviving carpet, the pastry Carpet, was
discovered in a frozen tomb in Siberia and has been dated between
the 6 th 3 rd century BC. Recovered Ancient Egyptian. Furniture
includes 3 rd millennium BC beds discovered at Thrkhan as place for
the deceased, a, c, 2550 BC gilded bed and two chairs from the tomb
of queen Hetepheres, and many examples from c 1550 to 120 BC
from Thebes.
COMPANY PROFILE

Kerala state Rubber Co-operative Ltd. (Rubco) has, in a short

span, redefined the way the co-operative sector functions and set the
pace for the co-operative movement in Kerala today. Rubco was set
up in the year 1997 with the objective of effectively utilizing the
abundant rubber resources of kerala. Today, from a single unit
company, Rubco has grown into a Rs.280 crore conglomerate with
well-diversified operations and a market presence extending beyond
the boundaries Of Kerala. Rubco manufactures and markets a
variety of products from footwear to furniture, from cycle tyres &
tubes to mats and mattresses. Rubco has also entered into
technological alliances with world leaders in the respective fields,
sourcing from them the latest in technology. Substantial investments
in modern manufacturing facilities, coupled with well - organized
marketing activities, have seen Rubco's products earn a reputation
for quality, as also significant market shares. Led by a professional
management team and ably supported by a committed workforce,
Rubco is now poised to enter a high growth phase, with several new
initiatives that will take the Group a path of expansion and
diversification. Rubber holds immense potential for a wide variety
of commercial uses which is yet to be fully tapped into. Through
realizing this potential, Rubco hopes to create opportunities and
bring industrial progress to a land that accounts for 92% of the
country's total rubber production. In the process, Rubco also achieve
its vision of turning into a multi-faceted, globally competitive
organization, excelling in its every sphere of activity.
 ORGANIZATIONAL STRUCTURE

Board of Directors

Managing Directors

General Manager

Purchase Officer
Assistant purchase Chief
officerproduction manager Account OfficerManagement represent

Selection in charge QCSelection in charge furniture

Selection in charge saw mill
Maintain manager
Sales & shipping manager

Supervisors Supervisors Supervisors Assistant sales and shipping manager

Workers Workers Workers

 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

Percentage is used making comparison between two or more series

of data percentage and also to describe relationship. It can be used to
relative terms, the distribution of two or more series of dat.

In this research various percentage are identified in the analysis and

they are presented pictorially by way of bar diagrams and line chart in
order to have better understanding.

Column chart

After tabulation we analyze the data with the help of a column, also
known as a bar chart because it is easy to understand everything in
percentage as well as it gives better picture.
Table No 4.1 Method of selection
SI. No Particulars No. of Percentage
Respondents
1 Quality 40 80%
2 Price j 6%
3 Brand 2 4%
4 Design 5 10%
Total 50 100%

Chart 4.1 Method of selection

No. of Respondents Percentage of respondents rrRespondent

40

INTERPRETATION

From the above data is showing that majority of respondent select

furniture by checking its quality, 10 percentages on the basis of design and
the rest 10.

Table 4.2 model of furniture

SI. No Particulars No. of Percentage
Respondents
1 Advance 7 14%
2 Traditional 13 26%
3 Modern 30 60%
Total 50 100%
Chart 4.2

Series 1
Series 1

60%

26%

14%

Advance Traditional Modern

INTERPRETATION
The table shows 60% of the respondents like modern furniture,
traditional furniture liked by 26% and the rest likes advance furniture.
Table 4.3 Quality of rubco series
SI. No Particulars No. of Percentage
Respondents
1 Advance 5 10%
2 Very good 12 24%
3 Good 28 48%
4 Poor 5 10%
Total 50 100%
Chart 4.3

Series 1
Series 1

48%

24%

10% 10%

Advance Very good Good Poor

INTERPRETATION
The table shows 60% of the respondents like modern furniture,
traditional furniture liked by 26% and the rest likes advance furniture.
Table 4.4 Period of using the product
SI. No Particulars No. of Percentage
Respondents
1 Less than6 months 5 10%
2 More than 6 months 12 24%
3 1-3 years 28 48%
4 Over 3 years 5 10%
Total 50 100%
Chart 4.4

Series 1
Series 1

48%

24%

10% 10%

INTERPRETATION
The table shows 60% of the respondents like modern furniture,
traditional furniture liked by 26% and the rest likes advance furniture.
Table 4.5 satisfaction level of priducts
SI. No Particulars No. of Percentage
Respondents
1 Very satisfied 5 10
2 Satisfied with an 20 40
extent
3 Dissatisfied 13 26
4 Neither satisfird or 12 24
dissatisfied
Total 50 100%
Chart 4.5

Series 1
Series 1
40

26 24

10

INTERPRETATION
The above table shows that the satisfied customers of Rubco
products. The 10% of them are very satisfied and the 40% of them are
satisfied with an extent and the least of the customers are dissatisfied
Table 4.6 Reasons for satisfaction of Rubco products
SI. No Particulars No. of Percentage
Respondents
1 Quality 20 40
2 Price 18 36
3 Wage 10 20
4 After sales service 2 4
Total 50 100%
Chart 4.6

Series 1
Series 1
40

26 24

10

INTERPRETATION

In the sample of 50 consumers most of the consumers of 40% are

consider the products in the basis of quality and 4% are consider as the
least.
 Table 4.7 importance of purchasing the products
SI. No Particulars No. of Percentage
Respondents
1 Extremely important 8 16
2 Very important 17 34
3 Somewhat important 13 26
4 Not al all 12 24
Total 50 100%
Chart 4.7

Series 1
Series 1

34

26
24

16

Extremely important Very important Somewhat important Not al all

INTERPRETATION
In the sample of 50 consumers most of the consumers of 34% are consider
the features of very important and 24% are consider as the least.
Table 4.8 what you like about rubco products
SI. No Particulars No. of Percentage
Respondents
1 Service 14 28
2 Quality 24 48
3 Price 7 14
4 After sales service 5 10
Total 50 100%
Chart 4.8

Series 1
Series 1

48

28

14
10

Quality Price After sales service

INTERPRETATION
From the above table shows out of 50 consumers, the 48% of them
are consider the products on the basis of quality, 28% of them are consider
the service and 10% of them are consider the least.
Table 4.9 comparison of products
SI. No Particulars No. of Percentage
Respondents
1 Much better 12 24%
2 Somewhat better 28 56%
3 About the same 10 20%
4 Somewhat worse 5 10%
Total 50 100%
Chart 4.9

Series 1
Series 1
56

24
20

10

Somewhat better About the same Somewhat worse

INTERPRETATION
From the above table shows out of 50 customers the 46% of them are
purchase it probably, 28% of them are not surely and 12% of them
purchase it probably not.
Table 4.10 CHOOSE OF PRODUCTS
SI. No Particulars No. of Percentage
Respondents
1 Defenitly 7 14%
2 Probably 23 46%
3 Not sure 14 28%
4 Probably not 6 12%
Total 50 100%
Chart 4.10

Series 1
Series 1
46%

28%

14%
12%

Probably Not sure Probably not

INTERPRETATION
From the above table shows out of 50 customers the 46% of them
are purchase it probably, 28% of them are not surely and 12% of them
purchase it probably not.
Table 4.11 Reccomentation of products
SI. No Particulars No. of Percentage
Respondents
1 Defenitly 18 36%
2 Probably 17 34%
3 Not sure 10 20%
4 Probably not 5 10%
Total 50 100%
Chart 4.11

Series 1
Series 1

36%
34%

20%

10%

Probably Not sure Probably not

INTERPRETATION

In the above table shows that the consumers of 36%are recommended

definitely, 34% are recommended probably and 10% are recommended as the
least.
Table 4.12 Factors influencing the purchase
SI. No Particulars No. of Percentage
Respondents
1 Sales man 8 16%
2 Customer care 32 64%
3 Gift 10 20%
Total 50 100%
Chart 4.12

Series 1
Customer care Gift Probably not

20% 16%

64%

INTERPRETATION
Out of 50 respondents of the find that sales man is the factor of
influencing the purchasing, 64% of the respondents opined that customer
care is the factor of influencing the purchase and 20% of the respondents
opined that gift is the factor of influencing the purchase
 CHAPTER 5

FINDINGS

From the survey it is found that everybody is aware of RUBCO Haut Pvt
Ltd.
> 52% of customers were aware rubco products through newspaper,
television, magazines, radio etc
> 55% of customers were selected the rubco products by the way of
quality, price, brand, design etc
> 55% of consumers were selected the rubco products through the quality
of rubco products.
> 63% of consumers were selected the rubco products in the basis of
quality.
> 63% of consumers were satisfied for using rubco products
> 62% of consumers are important for purchasing the rubco products
> 60% consumers are used rubco products instead of other products.
> 40% of consumers were consider the products on the basis of price
 SUGGESTION

> Rubco need more advertising

> Pricing can be reconsidered to attract more customers.
> Advertisements can focus more on female customer to gain a
considerable market share.
> The company can improve the awareness about the value
added services.
> The company can try to make the product available on maximum
number of shop.
> The company can improve sales promotion activity lie increasing
the offer, discount etc.
> Company need to make sure that the retailer is giving discounts
to the customer.
> The company can improve the website design and provide more
information about the company.
> Paper feedback system to know whether the customers are
satisfied or facing any problems and to collect information to
improve the product and services.
 CONCLUSION
In my research it is clear that all the respondents I have met
during the survey are satisfied with the Rubco furniture which they
own. How they will improve the customer satisfaction that much
sales also improves.

Here for my project I have met 50 different customers with the

questionnaire so after seeing their response it is very clear that
customer satisfaction is very important to complete and improve the
sales of the company. The real sales of the Rubco furniture depended
on the customer satisfaction applied by Rubco Company as well as
Rubco dealers.
 BIBLIOGRAPHY
> Kotler. Philip: Marketing 10 editions, percentage hail of India, New
Delhi 2000.
> SHH.Kazami: Marketing Management, Bharathiar Ubiversity
Coimbathore copyright 2007.
> Kotari, C.R Research methodology, New Age International (P) LTD
publishers, New Delhi 2004.
> Philip Kotler, Kevin Lane Keller, Marketing Management, 13 th edition,
(P) LTD, New Delhi 2009
 QUESTIONAIRE

Name:
Location:
Gender:
Male Female
Age
20-30 31-40 41-50 Above 51 1. How do you know
about Rubco?
News paper Magazine TV Radio 2/ Model of furniture
would you like to purchase?
Modern Traditional Advance Technology
In your opinion what is the most attractive feature of RUBCO furniture?
Quality Price Design brand 4/ How long have you
used the product?
Less than 6 months More than 6 months
1 -3 Years Over 3 years
How satisfied were you with the product or service?
Very Satisfied 'Satisfied with an extent
Neither satisfied nor dissatisfied Dissatisfied
6 How satisfied are you with the following features of Rubco products?
Quality Wage experience
Price After sales service

How important are the following features when purchasing the products?
V
Extremely important Very important
Somewhat important Not at all
What do you like about Rubco products?
Quality Service Price After sales service
 Thinking about similar products offered by other companies how would
you compare out of product offered to them?
Much better Somewhat better

About the same Somewhat worse

Would you purchase our product again?
Definitely Probably Not sure Probably Not
Would you recommend our products to others?
Definitely Probably Not sure Probably Not
What is your opinion about the Rubco home series?
Advanced Very good Good Poor
Whether the particulars have influence on your purchase?
Salesman Customer care Gift
What is the reason for maintaining relationship with the company?
Service offers Profit margin
Easy availability Solving issues and complaints
What is your opinion about the pricing policy of the.. While comparing
with their competitors?
Very high price High price | |
Normal price Lower price rj~J