CHAPTER 1

GENERAL INTRODUCTION

(INDUSTRIAL BACKGROUND)
 Industrial background

Ed-Tech, or education technology, encompasses everything from the simple use

of computers to teach math’s and reading to children in elementary schools by
Stanford University professors in the sixties, to the submission of homework
online, entire online degree platforms, informal mobile learning applications,
gamification or virtual reality techniques.

The digital era has disrupted and improved most major segments of our economy,
education and training, which goes under a technological revolution.

As we witnessed the digitalization of the media industry via the profusion of new
content, audience fragmentation, data centricity and the convergence between
content and platform players, so they will impact the education in market, leading
to a raft of opportunities for innovators in Ed-Tech.

However, Ed-Tech is not just about reformatting books and training manuals, or
even about the individual technologies themselves. It is about applying digital
technology to deliver a new form of learning architecture. An architecture that
harnesses the social reach of the internet, that delivers personalized learning and
training that can automatically adjust to an individual’s learning competence and
that uses big data analysis to understand the most effective ways for learners to
progress.
 Importance of Ed-Tech

In changing the traditional architecture of education, Ed-Tech has the power to

create efficiencies, cut costs and enable new levels of standardization and
democratized access.

It is set to transform the future of how education is resourced, taught, consumed

and ultimately, the results that it can then yield –both for the individual and for
society as a whole as we continue to build the knowledge economy.

The knowledge economy that we invest in for our children via the school system
and right through to higher education and on-going, professional development
and training is a fundamental support to the rest of our economic lives.

Without it, we will lose our ability to develop skilled workers, build competitive
advantages as nations and generate growth.

To keep developing the knowledge economy, we need to ensure, as with other

sectors, that we maintain a level of innovation to improve the efficacy and
efficiency of our learning systems.
 Ed-Tech in India

If we look back at 2019, it had been a great year for Ed-tech in India, both from
market opportunity and business scales perspectives, as well as from a funding
perspective. Investors are looking at the education sector more favorably. Total
funding flowing into the education sector crossed $500 million in 2019, after a
muted last couple of years.

Few companies claimed to have crossed the Rs.1000 crore revenue benchmark,
and many claim to have crossed Rs.100 crore revenue benchmark.

The early stage start-up ecosystem is seeing a lot of traction across sectors from
K-12 (Kindergarten to 12 grade) to test preparations to higher education and
professional education.

As well all know, education is a large market in India, and there are many layers
of inefficiencies built in this sector, this allows entrepreneurs and early-stage
companies to build meaningful education companies across sectors. The sheer
size of the education sector in India commands not just a couple of billion-dollar
companies, but at least 10 billion-dollar companies. And this year has shown
some really interesting trends, which augurs well for the India Ed-Tech
ecosystem.
The K-12 segment enrolls 250 million learners in India and the quality of
education is not of the best quality, and that has allowed companies like Byju`s,
Cuemath, Topper and Vedantu to build very interesting business in this space.

In India, a government job is considered to be the safest and one of the best
aspirational career choice, and for some government posts, over 100 aspirants
apply. Many companies such as Testbook , Online Tysri, and Unacademy are
looking to capture this ecosystem with robust product offering and differentiate
business model.

Professional education is also heating up with Simplilearn, Eruditus, UpGrad and

global companies such as Udacity, Coursera, and edX trying different approaches
to target over 50 million working professionals with their unique offerings.

Beyond these specific large segments, many companies are looking at creating a
strong position in their own right, from pre-kindergarten education to carrer
counselling to overseas education.

Therefore, there has been rapid growth in the Ed-Tech sector in India.
 Job Profile

 Approaching schools.
 Making the proposition to the management/concerned department.
 Arranging the demo.
 Handling all the documentation work until completion
 Maintaining and reporting the school.
 Pre and Post visit reporting to the lined manager.
 Assigned School’s data collation.
 CHAPTER 2
INTRODUCTION TO THE PROBLEM
 2.1 Title of the project
” A Study on customer satisfaction with respect to Extramarks education
private limited.
 2.2 Statement of the problem

I have selected the topic “Customer satisfaction” with respect to Extramarks

because customer satisfaction plays an important role within any business.
customers will become brand advocates for a company. So, satisfied customers
are sign of a successful business running.

Why customer satisfaction?

 Customer satisfaction is one of the basic forms of market research.

It is a linchpin in process improvement, offers a portal to customer
feedback and is used to evaluate products and services.
 It is a course of research that virtually all businesses have
considered, and in a lot of cases implemented.
 2.3 Purpose of study

 According to my understanding my study is going to be beneficial for me

as I have learned a lot about Ed-Tech industry like Extramarks Education
and various factors which affects customer satisfaction of a company.

 I have learned a lot about its marketing strategies which consider

customer satisfaction as a form of market research which will add an
extra edge to my knowledge and will be profitable for the companies
where I would work in future.

 My study will be also beneficial for my company as I have made a

database of customers for future references.
 2.4 Objective of the study

1. Primary objective: -

 To study the customer satisfaction level for the company Extramarks

education private limited.
 To understand various problems faced by customer of Extramarks.

2. Secondary objective: -

 To analyze complaints of customers towards products and services.

 To find out the customer interest for the company’s products.
 To develop effective solution to the problems faced by customers.
 2.5 Scope of the study

 To find the perspective customers.

 To find out competitor’s strength as well as weaknesses.
 This survey will help the company to find out its loopholes in overall
products and services provided by them.
 It is helpful to understand and analyze the factors that influence the
customers.
 CHAPTER 3
PROFILE OF THE COMPANY
 Extramarks education private limited

Introduction

Extramarks is among the fastest growing educational technology companies, with

a global footprint. The company has a huge presence in India, South Africa,
Indonesia and the Middle East. Extramarks has revolutionized the way education
is perceived and delivered, custom creating learning solutions for the 21st century
learner.

This company is a team of exceptional academics, technology experts and

visualizers, who help simplify textbook learning through rich media based
modules.

Our efforts are supported by a 2000 strong sales team, present Pan-India, which
helps us reach directly to the final consumer. We have recently pressed the pedal
to increase the sales momentum, opening offices in close to 70 cities, reaching
hitherto unexplored geographies and people. Extramarks was founded in 2007 by
Mr. Atul Kulshrestha, the visionary and transformative mind who has been
leading the disruptions in the Ed-tech domain from the front. In the past decade,
a family of more than 3500 employees has come together to carry forth the
Extramarks mission. Our product range is huge! From pre-school, to extensive
K12 coverage, going over to higher studies and competitive exams, we have it
all.
We are also disrupting the coaching segment through the Extramarks Smart
Coaching Centers, present in 17 cities with 23 centers. These centers provide
coaching for IIT-JEE, NEET and Foundation courses, through latest classroom
technology and India’s top faculty. Students love learning with us! Our learners
exceed 6 million in number and they spend an average of 97 minutes per day on
our platform.

Working at Extramarks provides the unique opportunity to become a part of this

learning revolution taking place in India, where more and more students are
shifting towards the digital mode of education.
Basic information

Class of company Private

Categories Edu-tech

Year of establishment 2007

Date of incorporation 29 July, 2015

Company name Extramarks education private limited

Total number of employees More than 4500

Annual turnover Rs .600 crore

Presence India, South Africa, Indonesia and the

Middle East.

Founder Mr. Atul Kulshrestha

Head office Noida, Uttar Pradesh, India

Programmes Class k-12

Extramarks achieve

Interactive learning

Test preparations
Vision of the Company

To provide 360º education support in schools and after school, to make the
teaching learning process engaging and interesting.

Mission of the Company

Extramarks aims to provide new age Digital Education Solutions that…

• Bring the best of global technology to provide an engaging, child-centric

teaching-learning environment in the classroom and at home.

• Empower the teaching fraternity with the latest education pedagogy.

• Provide the best learning and teaching tools so that the schools are at par
with the latest developments in education.

• Ensure overall development of the child and bring the World into the
classroom- always connected, always updated!
Values

Extramarks believes that the educational aspirations are simplicity in learning

and continuous child engagement. The values that drive us underscore our
commitment are ‘SPICE’.

 Simplicity: Ensuring simple learning methods.

 Pedagogy: Unique layered pedagogy to cater to multiple intelligences
of the students in the class rooms.
 Innovation: To provide global technological child centric solutions,
both at home and at school.
 Continuous: Connectivity with the child.
 Engage Me: To continuously engage the child to ensure learning.

Achievements

 Extramarks wins the National Education Excellence

ASSOCHAM Award 2015 for Best use of Technology in
Teaching & Learning Practices.
 Extramarks bags the India Didactics Award (IDA) for Excellence
in Product and Solution in R-12 Education at India World Didac
2014.
 Extramarks bestowed with the India Didactics Award (IDA) for
Excellence in Product and Solution in R-12 Education at India
World Didac 2013.
 Our Chairman, Mr. Atul Kulshrestha nominated for the
prestigious Emerging India Business Award in 2013.
Management team

Experienced professionals of respective fields have joined hands to provide

exceptional quality services in the field of school education.

Atul Kulshrestha, Chairman.

He is a finance professional with over 25 years of experience in Service

Industry.

He conceptualized “Extramarks” and looks after Business Development and

Strategy. He is a serial entrepreneur and also promoted an International BPO
Company. He also launched two prominent internet portals i.e. Bharnet.com
and Salahkar India.com

Rohit Jain, CEO.

Rohit Jain has rich experience in implementing projects and handling service
and manpower driven organizations. He has successfully implemented the
concept and ideology behind Extramarks. He has created the team Extramarks
and constantly monitors the quality, innovation and new technologies.

Poonam Jamwal, CMO.

Alumnus of University of Bradford, UK, TSM and Amity University, having

over 21 years of experience in education and media marketing. She is Masters
in Education and Business Management. Chevening Scholar with a successful
stint as Director Communications at Amity University and Times Internet
Limited, she is best known for The Times of India NIE's success story.

Sangeeta Gulati, COO.

A Chartered Accountant with over 17 years of experience, out of which 12

years in education industry. Prior to joining the company, she was “Group
CFO” in Edu comp Solutions Limited. Has rich & varied in finance (primary
& secondary), accounts, legal, taxation, secretarial etc.

She was awarded the “Best Woman CFO” BY ICAI (The Institute of
Chartered Accounts of India) in 2011. She was also awarded one amongst 14
chosen India’s best CFO under the category of “Sustained Wealth
Management” in 2011, conferred by Honorable Finance Minister, organized
by Business Today.

Meenakshi Gupta, CAO.

Meenakshi has over 24 years of experience in the field of teaching and

education. She is a post graduate and M.Ed. with work experience of at all
levels including that of Principal and Director. She was associated with G.D.
Goenka Schools as Director (Academics).

She has conceptualized various innovative learning-teaching methods and has

introduced many rewarding ideas for students.
 Swagata Roy, CFO.

A Chartered Accountant with over 13 years of work experience in audit,

finance and taxation domain and having experience in Debt raising /
private equity financing etc.

Product profile

Extramarks Total Learning Ecosystem is a One-App-One-

Solution for all stakeholders – Students, Teachers and Parents. It
allows students to access learning solutions mapped to their
curriculum at home, while simultaneously allowing parents and
teachers to track and evaluate the student’s performance.

Highlights –

 Deep, immersive learning, based on the Learn-Practice-Test pedagogy

 Promotes independent learning while maintaining continuity from school
to home
 Ensures effective communication between all stakeholders
Extramarks Pedagogy is based on the three-pronged approach of
Learn-Practice-Test (LPT)

LEARN

Concept Learning through rich media

PRACTICE

Application of concepts through different tools

TEST

Robust adaptive testing

Programmes

A. Classes k-12
B. Extramarks Achieve
C. Extramarks smart coaching centers

A. Classes k-12

Be it Sanskrit, psychology, mathematics or science- the learning app

provides learning modules for all major boards and all classes.
Textbook concepts are explained in great detail using game based
and thematic pedagogy at lower grades, and hierarchical and layered
approach for the senior levels.
 B. Extramarks Achieve

Extramarks Achieve is a first-of-its-kind holistic Academic

Guidance Programme for Students where a student gets to
experience a perfect balance between learning and guidance. This
unique programme covers two exclusive services - the Learning
App and the Academic Guidance Programme for Students. It helps
students achieve their academic goals and dreams.

Extramarks Achieve Programme uses SNAAP (Student Needs

Analysis and Academic Profile) to create customized study plans
as per the unique learning needs of each child. The dedicated
personal Academic Guru works with them diligently and offers their
support through two academic guiding sessions and unlimited
doubt clearing sessions per week. And not just that, students get
the added benefit of the Extramarks learning app for a
comprehensive learning experience. So, get ready to achieve the
best in you with Extramarks Achieve.

Key features

 Personalized guidance
 Interactive learning modules
 Doubt clearing sessions
 Complete performance analysis
 Weekly test
 Customized worksheets
C. Extramarks smart coaching centers (ESCC)

Extramarks Smart Coaching Centers are the definite new age way to prepare
for competitive exams and find yourself sailing through the gates of your
favorite higher study institutes. Equipped with state of the art technology
infrastructure, these centers provide a customized and holistic learning
experience while simplifying complex concepts into smart capsules for
students.

India’s top faculty with proven track record of producing the best results
over past years mentor students through well-structured and scheduled
course completion. Regular rank predictions tests, standardized to the
national level, are conducted to make the student exam ready. Student
performance data is gathered and analyzed to give an intelligence-backed
insight into strength and gap areas, thus making the prep at EMSCC
informed and advanced. In addition, EMSCC builds a seamless
collaborative environment of study where students, parents and EMSCC
teachers are always connected on the same platform.

Key Features

 Technology Integrated Classrooms

 National Level Online Weekly Test Series
 Intelligence based detailed Performance Analytics
 Digital Collaborative Environment connecting Students, Teachers
and Parents
 Best in Industry faculty
Swot analysis

Strengths: -

• Pan India presence.

• 350+ team of dedicated academicians - with vast experience

in school management & teaching processes.

• All learning tools created in-house Large pool of technically

skilled manpower with in depth knowledge and
understanding of the market.

• Government Projects like KVs, JNVs, state government

implementing ICT program in over 2500 schools.

• Company has both in-school & after school study support

programs to help Students to gain in depth knowledge.

• Company has dedicated Account Managers to provide

prompt after-sales service.

Weakness: -

 Extramarks does not have integrated hardware solution for

school.
 Company not has its content in regional languages
 Lesser number of animations in K-12 segment.
Opportunities: -

Growing opportunities in India and overseas market-

With a student base of around 232 million in schools and 15.5

million in colleges the Company has ample opportunities to grow in
the domestic market. Also the Indian government spends around
USD 30 billion annually in the sector. Other countries like Malaysia,
Singapore, People s Republic of China and United States of
America have also been increasing impetus on the educational
sector providing the Company with opportunities for thriving in the
respective markets.

Government Initiatives

Government of India has allocated INR 310.36 Bn to Department Of

School Education and Literacy and INR 110 Bn to Department of Higher
Education. Moreover, the states were granted an amount of INR 36.75
Bn for elementary education. This may increase demand of Company
products resulting into increase in top line and bottom line of the
Company.
Threats: -

• Stiff Competition-

The Company faces stiff competition from existing entities

and new entrants in the industry. The Company obtains
majority of its revenue from the Indian markets which is
dominated by the public sector with around 92.5%
participation with regards to schools and by the private sector
with around 74% participation with regards to colleges. This
leaves out ample market to capture especially in case of
schools for the private sector. Also, many foreign institutions
are setting up in the country in collaboration with Indian
institutions thereby increasing competition of the company.
 CHAPTER 4

THEORETICAL PERSPECTIVE
Theoretical perspective :-

The Customer Buying Process (also called a Buying Decision Process)

describes the process your customer goes through before they buy your
product. Understanding your customer’s buying process is not only very
important for your Salespeople, it will also enable you to align your sales
strategy accordingly. The process has been interpreted by many scholars
over the years; however, the five stages framework remains a good way to
evaluate the customer’s buying process.

John Dewey first introduced the following five stages in 1910.

5 steps of consumers buying behaviour:-.

1. Problem/Need Recognition: This is often identified as the first and

most important step in the Customer’s Decision Process. A purchase
cannot take place without the recognition of the need. The need may have
been triggered by internal stimuli (such as hunger or thirst) or external
stimuli (such as advertising or word of mouth).

2. Information Search: Having recognized a problem or need, the next

step a customer may take is the Information Search stage, in order to find
out what they feel is the best solution. This is the buyer’s effort to search
internal and external business environments, in order to identify and
evaluate information sources related to the central buying decision. Your
customer may rely on print, visual, online media or word of mouth for
obtaining information.

3. Evaluation of Alternatives: As you might expect, customers will

evaluate different products or brands at this stage on the basis of alternative
product attributes – those which have the ability to deliver the benefits the
customer is seeking. A factor that heavily influences this stage is the
customer’s attitude. Involvement is another factor that influences the
evaluation process. For example, if the customer’s attitude is positive and
involvement is high, then they will evaluate a number of companies or
brands; but if it is low, only one company or brand will be evaluated.

4. Purchase Decision: The penultimate stage is where the purchase takes

place. Philip Kotler (2009) states that the final purchase decision may be
‘disrupted’ by two factors: negative feedback from other customers and the
level of motivation to accept the feedback. For example, having gone
through the previous three stages, a customer chooses to buy a new
telescope. However, because his very good friend, a keen astronomer, gives
him negative feedback, he will then be bound to change his preference.
Furthermore, the decision may be disrupted due to unforeseen situations
such as a sudden job loss or relocation.

5. Post-Purchase Behaviour: In brief, customers will compare products

with their previous expectations and will be either satisfied or dissatisfied.
Therefore, these stages are critical in retaining customers. This can greatly
affect the decision process for similar purchases from the same company
in the future, having a knock-on effect at the Information Search stage and
Evaluation of Alternatives stage. If your customer is satisfied, this will
result in brand loyalty, and the Information Search and Evaluation of
Alternative stages will often be fast tracked or skipped altogether.

Customer satisfaction and delight:

Customer satisfaction: -

It is a term frequently used in marketing. It 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.

“In a survey of nearly 200 senior marketing managers, 71 percent

responded that they found a customer satisfaction metric very useful in
managing and monitoring their businesses”.
Purpose of customer satisfaction

consumer satisfaction provides a leading indicator of customer purchase

intentions and loyalty." "Customer satisfaction data are among the most
frequently collected indicators of market perceptions. Their principal use is
twofold:"

1. "Within organizations, the collection, analysis and dissemination of these

data send a message about the importance of tending to customers and
ensuring that they have a positive experience with the company's goods and
services.

2. "Although sales or market share can indicate how well a firm is

performing currently, satisfaction is perhaps the best indicator of how
likely it is that the firm’s customers will make further purchases in the
future. Much research has focused on the relationship between customer
satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes." On a five-point
scale, "individuals who rate their satisfaction level as '5' are likely to
become return customers and might even evangelize for the firm.

(A second important metric related to satisfaction is willingness to

recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends."
When a customer is satisfied with a product, he or she might recommend it
to friends, relatives and colleagues. This can be a powerful marketing
advantage.) "Individuals who rate their satisfaction level as '1,' by contrast,
are unlikely to return. Further, they can hurt the firm by making negative
comments about it to prospective.

Customer delight: -

Customer delight is surprising a customer by exceeding his/her

expectations and thus creating a positive emotional reaction. This
emotional reaction leads to Word of Mouth. Customer Delight directly
affects sales and profitability of a company as it helps to distinguish the
company and its products and services from the competition. In the past
customer satisfaction has been seen as a key performance indicator.
Customer satisfaction measures the extent to which the expectations of a
customer are met (compared to expectations being exceeded). However, it
has been discovered that mere customer satisfaction does not create brand
loyalty nor
Customer Delight can be created by the product itself, by accompanied
standard services and by interaction with people at the front line. The
interaction is the greatest source of opportunities to create delight as it can
be personalized and tailored to the specific needs and wishes of the
customer. During contacts with touch points in the company, more than just
customer service can be delivered. The person at the front line can surprise
by showing a sincere personal interest in the customer, offer small attentions
that might please or find a solution specific to particular needs. Those front
line employees are able to develop a relationship between the customer and
the brand. Elements in creating motivated staff are: recruiting the right
people, motivating them continuously and leading them in a clear way.

Purpose of customer delight: -

There are three objectives when implementing Customer Delight

• First, make customers loyal. As described by Sewell, that finding

new customers costs 4 to 9 times more time and money than reselling
to an existing client. It is thus commercially intelligent to retain as
many clients as possible
 . A second objective is to have customers that are more profitable.
Average delighted customers spend more with less hassle. As can be
seen with the list of Van Setten, when all other elements are correct,
clients accord less importance to price (as long as their perception of
price remains reasonable).
 The last objective of Customer Delight is to have clients talk
positively about your product, brand or shop, the so-called Word of
Mouth. In a world of well informed customers, 92% of customers
consider word of mouth as the most reliable source of information.
 Delighted clients are a valuable source of advertisement for your
company.

Kutner and Cripps (1997) indicated that customers should be

managed as assets, and that customers vary in their needs,
preferences, buying behavior, and price sensitivity.

National customer satisfaction index (CSI) The CSI model includes

a structural equation with estimated parameters of hidden
categories and category relationships. The CSI can clearly define
the relationships between different categories and provide
predictions. The basic CSI model is a structural equation model with
latent variables which are calculated as weighted averages of their
measurement variables, and the PLS estimation method calculates
the weights and provide maximum predictive power of the ultimate
dependent variable (Kristensen et al. 2001). Many scholars have
identified the characteristics of the CSI (Karatepe et al. 2005;
Malhotra et al. 1994).
Customer analysis- Consumption and post-purchase behaviour

Consumption and Post-Purchase Behaviour

 Many different types of consumption

 Ritual, sacred, profane, and compulsive consumption
 Customer satisfaction and dissatisfaction
 Purchase-associated cognitive dissonance
 Post-purchase behaviour Product disposition

Product and Service Consumption

 Consumption is the possession and/or use of goods and services and

the benefits they deliver.
 Consumption situation
 Physical context: time and place of consumption
 Social context: the presence of others
 Consumption episode: the set of items belonging to the same event
and occurring in temporal proximity
 Consumption system: a bundle of goods and services that are
consumed over time in multiple episodes

Satisfaction versus Dissatisfaction

 The level of satisfaction or dissatisfaction we experience depends

upon how well the product’s performance meets our expectations.
 A finite time period of possession is necessary to determine
satisfaction.
 Satisfaction is not easily measured because:
 It means different things to different people
 The level of satisfaction can change over time
Expectation and Satisfaction

 Product experiences can be classified into three types based on the

degree to which consumer expectations are fulfilled (confirmation) or
not (expectancy disconfirmation):
 Simple confirmation: the purchase performs as expected
(satisfaction)
 Positive disconfirmation: when performance is better than expected
(much higher satisfaction)
 Negative disconfirmation: when the purchase falls short of
expectations (dissatisfaction) .
 CHAPTER 5
RESEARCH METHODOLOGY
5.1 DATA COLLECTION METHODS / SOURCES
5.2 SAMPLING PLAN
 Research methodology

What is research: -
Research comprises "creative work undertaken on a systematic basis in
order to increase the stock of knowledge, including knowledge of man,
culture and society, and the use of this stock of knowledge to devise new
applications." It is used to establish or confirm facts, reaffirm the results of
previous work, solve new or existing problems, support theorems, or
develop new theories. A research project may also be an expansion on past
work in the field. To test the validity of instruments, procedures, or
experiments, research may replicate elements of prior projects, or the
project as a whole. The primary purposes of basic research (as opposed to
applied research) are documentation, discovery, interpretation, or the
research and development (R&D) of methods and systems for the
advancement of human knowledge. Approaches to research depend on
epistemologies, which vary considerably both within and between
humanities and sciences. There are several forms of research: scientific,
humanities, artistic, economic, social, business, marketing, practitioner
research, etc.

Research process: -
Research exercise may take many forms but systematic enquiry is features
common to all such forms. Being a systematic enquiry, it requires careful
planning of the orderly investigation process.
Stages in the research process: -

In planning and designing a specific research project, it is necessary to

anticipate all the steps that must be under taken if the project is to be
successful in collecting valid and reliable information.

The steps of marketing research process are highlighted in the following

diagram: -
Research Type

The type of research conducted for this project was-

Descriptive Research Design:

It includes surveys and fact finding enquiries of different kinds. It is a fact-

finding investigation with adequate interpretation. It is the simplest type of
research, and is more specific than an exploratory study, as it focuses on
particular aspects of the problem being studied, so research design used for
this project was descriptive research design. Descriptive research method
was the best method applicable to the existing problem mentioned in this
project report. Here the study is conducted to determine the fact i.e. to know
the customer satisfaction about Om logistics Ltd.
Methodology used for study

Market Research to be an effective tool for analyzing the customer

satisfaction for educational services. Usually it is said that if marketing
would be a train, then market research would be the locomotive. In other
words, market research should ideally be the starting point on any
marketing exercise. Conducting any marketing exercise- is it related to
pricing, promotion or distribution of a product or service without
researching the potential market is as sensible as setting out sell sand in the
Sahara Desert. Market research provides the answers to all the questions
that generally occupy the minds of marketers, at every stage of the
marketing process.

Sample Design

Sampling

An integral component of a research design is sampling plan. Specifically,

it addresses three questions:

1) Whom to survey (the sample unit)?

2) How many to survey (the sample size)? &

3) How to select them (the sampling procedure)

Making the entire universe will be impossible on the account of limitation

of time and money. Hence sampling becomes inevitable.

A sample is only a portion of the universe of population.

According to Yule, “The object of sampling to get maximum information

about the parent population with minimum efforts. Properly done
procedures are the representative data of the entire population”.
Sampling Unit: -

A decision has to be taken concerning a sample unit before selecting

sample. Sample unit may be geographical one such as State, District and
Village etc. The researcher will have to decide one or more unit that ha

Period of study

The period of study has been from December 1st, 2019 to February 1st,
2020.

In this Project report, the sampling unit includes the customers from
Mumbai Region and its sub-hubs.

Sampling Methods

Probability sampling is known as random sampling or chance sampling.

Under this sampling design every item of the universe has equal chance or
probability

 Sample random sampling

 Systematic sampling
 Stratified sampling
 Cluster and Area sampling
 Sequential sampling
 Multi stage sampling

Non Probability Sampling is also known as deliberate sampling, purposive

and judgmental sampling. Non probability samplings are those that do not
provide every item in the universe with a known chance of being include in
the sample. Non probabilities are of following types:
  Convenience sampling
 Quota sampling
 Judgmental sampling

1. Sampling Technique - Random sampling.

2. Sample size - 60 respondents

3. Method - Questionnaire

4. Tool use for interview - Structured questionnaire

5. Data analysis method - Percentage, Tabulation and Graphical.

6. Area of survey - Mumbai and its sub-urbans.

7. Charts - Bar charts, pie charts, stack graphs.

Sources of data

Two types of data helped in the completion of the project.

 Primary data

Primary data has been collected in only one way i.e. survey. About 60
customers participated in the survey. The data is collected from the buyers
of Kohinoor Mech. Elect. & Engineering Works through one to one
interaction with the Customers.
  Secondary Data

The information about company’s Background, its products and services

and key people is collected through company’s brochure and company’s
officials.

Basic summary

1.Research Problem “A Study on analysis of customer

satisfaction with respect to
Extramarks education private
limited.

2.Research Type Descriptive research

3.Sampling Technique Simple Random Sampling

4.Sample unit Customers from Mumbai and its

sub-hubs.

5.Sample Size 60 Respondents

6.Customer Type Frequent Buyers

7.Method Questionnaire
 CHAPTER 6
DATA ANALYSIS AND INTERPRETATION
 Introduction
Data analysis

Data analysis is defined as a process of cleaning, transforming, and

modeling data to discover useful information for business decision-
making.

Purpose

The purpose of data analysis is to extract useful information from data and
taking the decision based upon the data analysis.

Data interpretation

Data is a piece of information or collection of facts, figures and statistics.

Interpretation is a way to explain the meaning of something.

Thus Data Interpretation is the means to ‘explain’, ‘understand’,

’comprehend’ and ’infer’ using a given set of facts, figures or statistics.
Interpretation of data refers to the task of drawing inferences from the
collected facts after an analytical and/or experimental study.

Purpose

The task of interpretation has two major aspects viz.,

i. the effort to establish continuity in research through linking the results

of a given study with those of another, and
ii. the establishment of some explanatory concepts.
 Data analysis and interpretation

1. Which programme did you opt for at Extramarks?

Programmes Number of responses

Classes k-12 30

Extramarks learning 10

Interactive learning 5

Test preparation 15

Number of responses

25%

50% a. Classes k-12

8% b. Extramarks learning
17% c. Interactive learning
d. Test preparation

Interpretation
2. Did the Centre manager communicate important information
timely?

Response No. of persons

a. Always 20
b. Only when asked 25
c. Never 15
Total 60
3. Do you think that sufficient number of videos were allocated for
various programmes?

Response Number of people

Yes 30
No 18
NA 12
Total 60
4.The educational programmes offered by Extramarks are available at
reasonable price. Do you agree?
Response No. of persons
Strongly agree 39
Agree 16
Neither agree nor disagree 4
Disagree 1
Strongly disagree 0
Total 60
5. Do you think our study material requires any kind of
modification?

Yes 25
No 35
Total 60

Required modification

No

Yes

0 5 10 15 20 25 30 35 40

Required modification

If yes, then which of the following areas require modification?

Teaching techniques 5
Study material 7
Test pattern 3
Doubt solving 7
Others 3
Total 25
 NO. OF PEOPLE
8

0
Teaching techniques Study material Test pattern Doubt solving Others

Interpretation
6.The discounts/ offers given by Extramarks are satisfactory. Do you
agree?

Strongly agree 38
Agree 19
Neither agree nor disagree 3
Disagree 0
Strongly disagree 0
Total 60
7. What do you like most about smart learning classes?
Faculty 17
Test series 11
Study materials 13
Studybots 15
Others 4
Total 60
8. Have you faced any problems regarding implementation of our
software programme?

Yes 20
No 40
Total 60

If yes, how many times did you have to contact our customer
relationship manager before the problem was corrected?

Once 5
Twice 9
More than twice 6
Problem is still unsolved 0
Total 20
9. How do you rate our smart learning programme?

Excellent 17
Very good 15
Good 19
Poor 9
Total 60
10. Would you recommend our smart learning programmes to others?

More likely 27

Somewhat likely 14

Neutral 11

Somewhat unlikely 5

Most unlikely 3

Total 60
CHAPTER 7
FINDINGS
CHAPTER 8

LIMITATIONS
 Limitations

Through this detailed investigation is made in the present study, still there
are following limitations: -

 This study is restricted only to Mumbai and its sub-hubs. So, the
results may not be applicable to other areas.
 This study is based on the prevailing customer’s. But the customer’s
perception may change according to time, technology and
development, etc.
 Data collection of exact data for the research is not possible because
there is a gap between what respondent say and what they actually
do.
 Due to time constraint, which was only 60 days it was not possible
to obtain error free result.
 Information provided by the customer may not be accurate. They
may hide some of the information at the time of filling up the
questionnaires.
 CHAPTER 9

CONCLUSION AND RECOMMENDATIONS

 Conclusion

As from the entire study we came to know that, customers rely heavily on
quality and if not provided with good quality to them they can shift to the
other company. More importantly reasonable price affects the buying
process of Indian customers, as they want good quality in lesser price and
Extramarks education private limited success is enviable.

Smart learning programme of Extramarks are animated and rich in content

which attracts children’s of every age group. It provides concept learning
through rich media and students can easily apply concept through different
tools. So, maximum customers got satisfied as they were providing the
customers with good quality, reasonable price, discount/offers, and also
solving their problem very rapidly.

Thus, customer Satisfaction depends heavily on the services that are

offered to them.
 Recommendations

The following are few recommendations from my point of view: -

 Company should focus on price so that more customers buy from it.

 Company should give more effort on product and after sale service
quality to increase the customers and to enhance the order.

 Company needs to improve upon their customer relationship

management also because some customers faced problems while
wanted to establish connections with the company.

 Company can also improve their services in terms of delivering the

products & services and also make it more convenient to customers.

 The customer problem should be solved on time as that would add

more value to their assets.
 APPENDIX
A. QUESTIONNAIRE
B. BIBLIOGRAPHY
 Questionnaire
Topic – A study on analysis of customer behavior with respect to
Extramarks education private limited.

1) Which programme did you opt for at Extramarks?

a) Classes k-12
b) Extramarks learning
c) Interactive learning
d) Test preparation

2) Did the centre manager communicate important information timely?

a) Always
b) Only when asked
c) Never

3) Do you think sufficient number of videos were allocated fpr various

programmes?

a) Yes
b) No
c) NA

4) The educational programme offered by Extramarks are available at

reasonable price. Do you agree?

a) Strongly agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly disagree

5) Do you think our study material requires any kind of modification?

 a) Yes
b) No

If yes, which of the following areas require modification?

a) Teaching techniques
b) Study material
c) Test pattern
d) Doubt solving
e) Others

6) The discounts/offers given by Extramarks are satisfactory. Do you

agree?

a) Strongly agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly disagree

7) What do you like the most about smart learning classes?

a) Faculty
b) Test series
c) Study materials
d) Studybots
e) Others

8) Have you faced any problems regarding implementation of our software

programme?

a) Yes
b) No
If yes, how many times did you have to contact our customer relationship
manager before the problem was corrected?
a) Once
 b) Twice
c) More than twice
d) Problem is still unsolved

9) How do you rate our smart learning programme?

a) Excellent
b) Very good
c) Good
d) Poor

10) Would you recommend our smart learning programme to others?

a) More likely
b) Somewhat likely
c) Neutral
d) Somewhat unlikely
e) Most unlikely