Dealer satisfaction
INTRODUCTION
A person or firm engaged in commercial purchase and sale is called a
Dealer. A business established or operated under an authorization to sell or
distribute a company's goods or services in a particular area is called dealership.
The act of satisfying, or the state of being satisfied; gratification of
desire; contentment in possession and enjoyment; repose of mind resulting from
compliance with its desires or demands is called dealer’s satisfaction.
Satisfaction level of persons felt state resulting from campaigns a products
perceived performance in relational to the persons expectations.
Satisfaction is a function of the difference between perceived
performance and expectations. Companies seeking to win in today's markets
must track their customers expectations perceived company's performance and
customer satisfaction.
While assisting the satisfaction level a company must not conclude that it
can get a full picture of customer satisfaction and dissatisfaction by simply
running a complaint and suggestion systems.
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Dealer satisfaction
INDUSTRY PROFILE
ABOUT PIPE INDUSTRY :
The term plastic is derived from the Greek word “PLASTICKOS” which
means, to access rubber and the other natural product. Resins are both natural
and synthetic. Natural resins range from pitch and asafetida to frankincense,
myrrh and amber synthetic resins replaced natural resins.
The first plastic ‘PRAKESINE” later called XYLONITE, was invented
by English chemist and inventor ALEXANDER PARNES in 6.
It was JOHN W. HYATT of the USA who recognized in 1869, the vital
palatalizing effect of camphor and named the product CELLULOID.
LEO HENDRICK BAEKELAND, American chemist, commercially
produced the first computer synthetic plastic from phenol and formaldehyde in.
A significant property of most of the plastics is that they soften whne
heated. So that they can be formed into shapes, they became rigid on cooling.
This property is derived from the physical structure of Poly Vinyl Chloride
which consists of a net of very large molecules called polymers. Long chains
that separate under heat sufficiently to slide apart, on cooling became firmly
entangled again.
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All plastics are manufactured by some method of polymerization i.e., the
process of forming the long chains and networks of molecules.
The two manor types of plastic are,
1. Thermosetting resins
2. Thermoplastics resins.
1. Thermosetting resins :
They became insoluble and infusible on heating. They are phonetic
resins, Furna resins, amino plastics, Akyls and polyesters of unsaturated acids,
Epoxy resins, Polythane’s ans silicones.
2. Thermoplastics resins :
These can be melted and solidified repeatedly, unlikely thermosetting
resins. They include cellulose derivatives and additional polymers. Others types
of resins include oil soluble or modified resins, plastics such as casein and ligin
extracted from natural products and special application synthetics such as resins
used as adhesives and additives to paper and textiles.
The raw materials for plastics include coal and cellulose, but the chief
source is petroleum. Plastics are formed by a variety of means, including
extrusion blow molding between rollers, thermosetting in hydraulic pressures.
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Dealer satisfaction
INDUSTRIAL PLASTICS:
Plastics are used for the industrial purpose is called is called industrial
plastics. It is of 2 types
1. Structural foams
2. Sheets and films
1. Structural foams :
It is of 2 types
a) Rigid foams
b) Flexible foams
a) Rigid Foams :
Rigid Polyether foams in sandwich foams, have wide applications a
building component because of the stiffness imparted by the thick foam center
for a given.
Wight they are also best insolvent known today and so have application
in fitted slabs and are formed into cavities at the building site. A very important
use of rigid foam is for furniture parts to reproduce wood structures.
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Dealer satisfaction
b) Flexible Foams :
Flexible foams, usually polyether Urethane are made in slab foam up to 8
feet (2.4 meters) in which and, as much as 5 feet (1.5 meters) high, these are cut
to required shapes or sizes or molded. Used almost exclusively shapes or sizes
or molded. Used almost exclusively by the automobile industry for crash pads,
arm sets and dash board covers.
2. Sheets and Films
These include Vinyl’s Fluroplastics and cellulose acetate vinyl.
Plasticized Poly Vinyl Chloride by a calendaring process, can be sawn, heat
sealed or electronically sealed, it is used for apparel, door curtains.
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Dealer satisfaction
COMPANY PROFILE
ORIGIN
Rayalaseema, economically backward part in Andhra Pradesh was
verified region for industries to improve the economic part of Rayalaseema.
Nandyal, a town in Rayalaseema was industrially developed by the dynamic
entrepreneur Sri S.P.Y. Reddy, who is basically a mechanical engineer, by
setting up an unit at Nandyal which manufactures black pipes in 1977. His
determination and hard work has helped to them in overcoming the problems
faced by an industry in the initial years, and with the financial assistance by
local commercial banks helped lot to overcome the problems and to run
company smoothly.
Later, he started manufacturing of P.V.C pipes, which terminated the
manufacturer of black pipes. This resulted in the formation of a private limited
company called ‘’Sujala Pipes (Pvt) Ltd., with S.P.Y. Reddy as the managing
director and group promoter.
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Dealer satisfaction
He got financial assistance and institutional assistance which motivated
him to setup an unit at Nandyal. With a great hope and expectations he has
started producing PVC pipes for improving the water transport system.
GROWTH :
Sujala Pipes Pvt. Ltd., is commission with the objections of catering to
the agriculture needs of the region. In earlier days tool used for water flow was
very ineffective with high percentage of see page losses. To counter this has
been the mission of Sujala Pipes Pvt. Ltd. The major irritants in agriculture
practices like lack of rainfall, groundwater lifting. Water transports with in the
fields have provided magnificent thrust of PVC pipes market. These factors
helped Sujala Pipes Pvt. Ltd. To record an excellent growth since 1977
onwards. Quality is the dominating factor in the growth of sales. Well-
equipped laboratory and quality control office looks after the quality. The
department people always striving to improve the quality.
The companies not only improving the brand name but also it are
undertaking the competition brands. In 1977 the company takeover the sagar
brand. The manufacturing plant of sagar brand was at Medak district. The
Sujala pipes company not stopped with that victory. The company takeover
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Dealer satisfaction
another main competitor’s brand monarch in 1999. The manufacturing plant of
monarch pipes lies at Anantapur District. There threats of old companies are
turned to opportunities to the company by its excellent management. After the
change of management the brand image of these brands are improved. At
present Sujala Pipes Pvt. Ltd. Stands at market leader position.
The only major competitor to the company is Sudhakar Pipes, Finolex
pipes. As the Majority of customers belong to farmers. The company has to
make aware of the company’s quality standards to them.
MANUFACTURING PROCESS
The manufacturing of P.V.C. Pipes employed for the hot forward
extrusion. Resin with weighted amounts of other ingredients, which are carried
to the hot chambers. The high temperature of hot chambers melts ingredients
and contents and then given to forward transits to get hallow pipes of required
dimension. The pipe comes out of the hot chambers, cool water jet is directed
towards it to cool the pipe immediately. Pipes of desired length or cut with the
aid of stock and power hacksaw. Production is made in various sizes ranging
from ½’’ to 10’’ according to usage.
SIZES :
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Dealer satisfaction
Various sizes ranging from ¼ to 10 inches are offered to customers.
Even pipes with different gauges and sizes manufacture to suit specific
conditions.
PACKING :
Packing place less important role in the products like PVC Pipes because
the hallow space inside can be utilized.For the purpose of cubic space
utilization in trucks while transport. Organization is adopting the technique like
pipes in pies.
PAYMENT PERIOD :
For Nandi brand the company adopts zero credit policy and goods are not
delivered unless cash remittances are made. For Monarch and Sagar brand
credit is entitled up to a week. The difference between these brands is due to
brand image.
COVERAGE:
At present Andhra Pradesh. Parts of southern states of Karnataka.
Tamilanudu and Kerala are in ambit of Sujala Pipes Pvt. Ltd. The company
extended their sales in the below regions as shown below.
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Dealer satisfaction
1979 : Nandyal Region (Polythene Pipes)
1984-85 : Rayalaseema Region (PVC Pipes)
1985-86 : Telangana Region
1986-87 : Karnataka and Andhra Pradesh.
1988-91 : Tamil Nadu, Karnataka
1991-94 : Kerala.
TRANSPORATION:
The transportation department of Sujala Pipes Pvt. Ltd., is very admirable
this unique strength of the organization enables the dealers to reduce inventory
levels to the minimum. This dealer is also supplemented with the dealers to
reduce inventory. Levels to the minimum. These dealers are also
supplemented with the benefit of the lower tide-up capital in the form of
inventory.
MARKET NETWORK :
‘’SUJALA PIPES PRIVATE LIMITED’’ covers National Level Market
but their main target areas are Karnataka, Tamilnadu, Kerala, Maharashtra and
Bihar.
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Dealer satisfaction
DISTRIBUTION CHANNELS:
Sujala Pipes Private Ltd has got two levels of channels of distribution i.e.
zero level and single level. Nandi Brand having a zero level and a single level
channel distribution.
Zero Level
One Level
The company has and extensive networks of 300 dealers in Andhra
Pradesh who are directly serviced by company sales force and 500 dealers in
south India.
PRODUCT LINE :
The following two different product line produced by the ‘’SUJALA
PIPES PRIVATE LIMITED’’
PRODUCT LINE – I
a) 50 mm 15 kgf/cm2
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Manufacturer Customer
Manufacturer ManufacturerDealer
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b) 40 mm 15 kgf/cm2
c) 32 mm 15 kgf/cm2
d) 25 mm 15 kgf/cm2
e) 20 mm 15 kgf/cm2
PRODUCT LINE – II
a) 63 mm 4 kgf/cm2
b) 75 mm 4 kgf/cm2
c) 90 mm 4 kgf/cm2
d) 110 mm 4 kgf/cm2
e) 140 mm 4 kgf/cm2
f) 160 mm 4 kgf/cm2
g) 180 mm 4 kgf/cm2
General Information About The Company :
The company is equipped with sophisticated laboratory to carry all tests
to ascertain outgoing quality level of the pipes. Nandi Pipes has got ISI
trademark. Which speaks for itself for the quality of the pipes numbers of
statistical quality control techniques are applied to ascertain system the quality
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Dealer satisfaction
level of the product. Managers at the company are dynamic and are well
educated. Supervisory staff or intermediate managerial staffs are above in
taking their areas are not highly educated. Most of the skilled or unskilled
labours are duty minded.
Company provides ESI and provident fund facilities to all its employees.
Uniqueness of workers of Sujala Pipes Pvt. Ltd., is their Non-indulgence in he
trade union activities.
As the company is located in industrial estate of Nandyal. It is facilitated
with good communication networks. Which includes telex fax, machine and
Internet. Company has also support of electronic data processing.
The company major strength is transportation vehicles a unique cash
outflow justifies itself by providing good reputation of the company through
improved customer service.
Financial department:
Though initially the company approached the external sources for
financial aid, now the financial status of the company is very sound and is being
run only with self-finance excepting for loans taken for hypothecation of
machinery and stock from SBI Nandyal.
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Dealer satisfaction
The company follows cash and carry policy for Nandi Brand. The
product is not delivered until the cash is paid and financial department with the
help of marketing department looks after these transactions.
Marketing Department:
The Marketing Department is headed by marketing manager who reports
to Executive Director. An Assistant Marketing Manager who reports and so
salesmen headed by 35 sales representatives who are headed by Assistant
Marketing Manager. Marketing mix and advertising particulars of Sujala Pipes
Pvt. Ltd. Shows the departments effective management of the marketing
department in the organization.
Personnel Department:
The personnel department consists the details of the executive and
workers of the organization. The organization is formed with
Sri S.P.Y. REDDY as the managing g Director and Executive Director who
reports Managing Director. Two Marketing Managers, Financial Manager.
Public relations officer and a quality control officer who all reports to Executive
Director. Other than executive there are thousands works in the organization.
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Dealer satisfaction
Pannel consisting of Managing Director, Executive Director and
Managers of concerned department makes the recruitment and selection of
persons. A part from the attractive salaries company provides health care
facilities.
Purchasing Department :
The perplexing situation that is conformed by the manufacture of the
PVC pipes is scarcity of region. Though the government of India has taken
various steps to improve supply conditions of PVC region, the Indian
manufactures could meet only 50% of demand and remaining 50% is meet from
imports.
The major petrochemical companies are
Sri Ram vinyl Ltd.
Chem – Plast Ltd.
Reliance Petro Chemicals Ltd.
National organic Chemical Industries Ltd.
India Petro Chemical industries Ltd.
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Dealer satisfaction
Nandi has its origins in the year 1979 when Mr. S.P.Y. Reddy a
technocrat left his job at Bhaba Atomic research center, Mumbai to start a
plastic containers unit in Nandyal and this unit has grown into conglomerate of
15 companies with combined annual turn over of $75 million. Nandi group is
lead by Mr. S.P.Y. Reddy the founder of company and had been witnessing
annual growth of 20% for the past 5 years.
Mr. Reddy who sensed an opportunity in Making pipes for irrigations
started manufacture of PVC pipes in year 1984 and has fast become leading
manufacturer in Andhra Pradesh. And a leading producer in India with annual
production of 50000 tonnes of pipes. Its other business interest include dairy
products, education, water storage container, flexible houses, HDPE Pipes.
The group is privately owned. The group has manufacturing plants in 5
locations in South India to improve operations efficiency and to enhance
customer satisfaction. Nandi group sells PVC Pipes under 4 brands of which
Nandi Brand is the most prominent. The group constantly updates its product,
machinery to reflect and meet the ever charging needs of consumers. The
group has consistent stated policy of venturing only into branded products to
ensure the stability and steady growth.
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Dealer satisfaction
Nandi is brand name of popular PVC pipes mode by two companies
Sujala Pipes and Rani pipes. They made possible few other ventures pipes are
sold under brand names Nandi, RANI and JALA together they are highest
selling PVC Pipe Brand in South India and will be among top 3 in India. Pipes
are made in two varieties, self-socketing and ring fit. Pipes are also made to
suit various pressure and impact requirements and even custom made to meet
special requirements.
The usage of PVC Pipes as replacement for traditional materials in the
field of construction is one rise in India and that bodes well for future or
business for Nandi Group the whole range of products meet all the relevant
national and international standards and are produced in ISO 9000 certified
manufacturing facilities.
Nandi Rigid PVC pipes with their good quality. Free service, during and
economical use are a better choice than mild steel, galvanized steel, cost iron
and plastic pipes.
Products:
Colour : Light grey, blue
Length : 6 mtrs
Pressure Rating : 2.5 Kg, 4Kg, and 10 Kg/Sq.com
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Dealer satisfaction
Manufacture with ISI mark : IS 4985 : 1981
Range available : 20mm to 450 mm
Benefits of Nandi Rigid PVC Pipes
Economy:
Being cheaper than conventional cement and steel pipes, Nandi rigid
PVC Pipes are very economical.
Light Weight :
PVC Pipes are 1/6th of the weight of steel pipes. This makes them easy to
carry and install. Doing way with heavy material handling equipment. This
reduces labour cost as well as the process of installation is faster.
Rugged & Durable :
Manufacturer of the beast PVC material. Nandi Rigid PVC Pipes do not
rest and are not affected by most chemicals hence they last longer. Render
trouble free service and require less maintenance.
More flow:
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Dealer satisfaction
Frictional lopes in Nandi Rigid PVC Pipes are 40% lower than
conventional pipes hence there is approximately 25% more flow than that of
competitor.
ITL PIPES:
INTEGRATED THERMOPLASTICS LIMITED incorporated in the
state of Andhra Pradesh as TORRENT THERMOPLASTICS LIMITED on 25th
Jan, 1994 as a PVT. Ltd., Under the companies Act 1956 and thereafter
converted into a Public Ltd. Company on 26th may 1994 in terms of the special
resolution dated: 28th Jan, 1994 under sec 31 (1) 44 of the companies Act 1956.
The name of the company was changed to INTEGRATED
THERMOPLASTICS LIMITED as per fresh certificate of incorporation dated:
5th Aug, 1994. The company has been formed the main objective of
manufacturing and dealing in thermoplastics and allied products. Nandi Pipes
took it over in 1999.
PRODUCTS :
The ITL manufactures the following products
High Density polyethylene Pipes
Polypropylene Pipes
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Polyvinyl chloride pipes
Chlorinated polyvinyl chloride pipes.
MONARCH PIPES :
MONARCH PIPES LIMITED was incorporated in the year 1986. The
factory is suited at NH-7H Hampapuram Village, Rapthadu Mandalm,
Anantapur District. It was taken over by Nandi Pipes.
Its annual production capacity is 16000 mtrs. And it is one of the leading
manufactures of PVC Pipes in South India. The company is equipped with
technical collaboration from batter field of West Germany.
MONARCH, KOHINOOR, KRISHNA.
Monarch Pipes with their good quality trouble free service, durability and
economical use are a better choice than mild steel, galvanized steel, cost iron
and plastic pipes.
The company is managed by a term of professionals under the guidance
of a young. Experienced and well-qualified Dynamic Managing Director
Mr. Sreedhar Reddy.
Applications of PVC Pipes:
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Dealer satisfaction
Agriculture and Irrigation Schemes
Rural & Urban water supply schemes
Tube well casing
Gas and oil supply ones.
Industrial effluent disposal
Sewerage & drainage schemes
Air condition ducting
Building installation
Industrial ducting.
OUR ESTEEMED CUSTOMERS:
Nandi Pipes are proud to present list of customers, which includes big
water pipe line projects, DOT projects, Panchayathi Raj, Industrial
Development Corporation etc.
Satya Sai Water Schemes
Lorven Projects
Nabard Water Schemes
Karnaka Land Army Department
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Twad Board Authority – Tamilanudu
And also we under take Turnkey projects for pipeline.
STRATEGY
Nandi Pipes which are famous all over the A.P.
‘‘To provide world class quality and customized product development
support. They enjoy the satisfaction of millions of customers’’.
Quality Policy :
They shall provide products & services that meet stated standards every
time.
They will organize their work practices to do a job right, first time, every
time.
They are committed to continue this improvement in this quality in all
business process.
SYSTEM
The flow of activities in the daily operation of business including its core
processes and its support system.
Purchase System
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Dealer satisfaction
Company purchases its raw materials from the other states like Gujarat.
Maharastra & Orissa. Other countries like Sri Lanka and Thailand.
Production System:
The work is fully automatic manufacturing layout with world-class batten field
extrusion plant. Sujala Pipes Pvt. Ltd having 3 units in A.P. Operating in
1) Nandyal
2) Hyderabad
3) Anantapur
Finance System:
Sujala Pipes Pvt. Ltd follows two types of finance system they are
1. Operational finance system
2. Corporate finance system
Marketing System:
Sujala Pipes Pvt. Ltd. Is using hoardings, television and wall paintings
for promotion of the products.
Transportation of finished Goods
Sujala Pipes Pvt. Ltd. Used road transportation mode for transporting of
finished goods.
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Dealer satisfaction
Demand Management
Company estimates its product demand in market by past sales and
dealers demand company is planning to meet the excepted demand by
increasing manpower and increasing productivity.
Order fulfillment
Customers can directly visit the company for the pipes or they can get
through the dealers required number of goods. If any customer who make bulk
order (100 pipes) company provides free transportation facilities. With in 10
days the pipes will be distributed to customers.
The chain is in two ways.
Producer Dealers Customers
Producer Customers
REVIEW OF LITERATURE
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Dealer satisfaction
The American Marketing Association offers the following definition:
Marketing is the process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services to create exchanges that
satisfy individual and organizational goals1.
“Everyone knows what satisfaction is, until asked to give a definition. Then
it seems nobody knows”. This quote from Richard L.Oliver, respected expert
and longtime writer and researcher on the topic of Dealer/Customer
Satisfaction expresses the challenges of defining this most basic of
Dealer/Customer Satisfaction, express the challenges of defining this most basic
of Dealers concept. Building from previous definitions, Olives offers his own
formal definition2.
With reasonable review of literature a through work in studying the effective
functioning of Dealer/Customer Satisfaction in PVC Pipes Industry is felt a
necessary. In the explained circumstances Dealer/Customer Satisfaction
towards Nandi PVC Pipes is chosen for study in Sujala Pipes Pvt Ltd., Nandyal.
According to Dr. Noriak kano the customer satisfaction will take place when
expected futures are product attributes that are expected in the product. This
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Dealer satisfaction
distinguish of expected future is that they have a linear relationship with
customer/dealer satisfaction3.
In general satisfaction is a persons feelings of pleasure or disappointment
resulting from comparing a products perceived performance in relation to his or
her expectations. If the performance falls short of expectation the customer is
dissatisfied. If the performance matches the expectations, the customer/Dealer
is satisfied4.
Dealer satisfaction is determined by the overall feelings, or attitude, a
person has about a product after it has been purchased. Consumers are engaged
in a constant process of evaluating the things the buy as these products are
integrated into the daily consumption activities5.
Integrated management action explain above, is a means not an and in
itself. It is the means for fulfilling the needs of the consumer. And this leads us
to the third major distinguishing feature of the marketing concept, namely,
consumer satisfaction. The marketing concept emphasizes that it is not enough
if a firm has consumer orientation, it is essential that such an orientation leads
to consumer satisfaction. The concept under scores that no firm can afford to
ignore consumer satisfaction6.
Thus consumer form expectations about the value offers and make
buying decisions based on these expectations. Dealers/Customers satisfaction
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Dealer satisfaction
with a purchase depends on the products actual performance relative to a buyers
expectations7.
Satisfaction is the consumer’s fulfillment response. It is a judgment that a
product or service feature, or the product or service it self, provides a
pleasurable level of consumption related fulfillment8.
According to the study conducted by Dr.Rajiv Kaushik the topic Indian
Journal of Marketing published in July, 20069.
The PVC Industry, which made a modest beginning during 70’s had really
taken of during the post Liberarlzation era. The current business environment
and abundant domestic availability of PVC raw materials have resulted in
double digit growth rate during the recent years.
In 2000-2001, the growth in PVC consumption was about 12%. More
over it is estimated that about Rs.20000 crores has been invested during 1997-
2000 in this industry, leading to doubling of capacity. Continued growth in
consumption at this rate would make India 3rd largest PVC consumer in world
by 2010. At present per capita consumption of PVC in India is just 3.5 kg as
compared to the global average of 19 kg. Hence there is a great scope for this
industry in India.
This study revealed some interesting findings like all PVC units covered during
this survey under the category of small scale industrial units, 75% units sell
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Dealer satisfaction
their products through middlemen only 25% sell their product both through
middlemen and own sales men. The study is exploratory in nature. Secondary
data was collected from the Directorate of industries, Haryana district industrial
offices, ICSSR, Library and internet etc.
Primary data was collected by personal visit to PVC manufacturing units.
All PVC units covered during the survey under the category of small
scale industrial units.
80% PVC units came into existence and started functioning after 1991.
75% units sell their product through middle men only. 25% PVC units
sell their product both through middle men and their own salesmen.
The main objective of the study is to find out to what extent the
customers are satisfied or dissatisfied.
To know who the target customers are for Nandi PVC pipes.
To know among the existing product line of Nandi which pipes are
mostly referable by customer
The study offers an extended scope for further research with relevance to
other product categories and also to reach wider area of coverage.
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Dealer satisfaction
Although there have been studies on Customer Satisfaction, its
application and affects in PVC Pipes seen to be unimpressive. Hence this study
will be a valuable contribution in analyzing Customer Satisfaction. And its
effect as the organization due to fast changing development in economic and
industrial scenario improving the performance of the organization is essential as
a result under taking an academic study on Customer Satisfaction will be a
welcome step. This study will be definitely helpful in achieving the
organization effectiveness and its market share.
RESEARCH METHODOLOGY
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Dealer satisfaction
RESEARCH DESIGN
Generally the research design is of any three types of descriptive,
exploratory and casual. Research design is defined as the specification of
method and products for acquiring the information needed. It is the plan for
organizing frame work, for doing the collection of data. The present study is of
descriptive type.
DESCRIPTIVE:
Descriptive research is marked by the prior formulations of specific
research questions. The investigator already knows a substantial amount about
the research problem before the project.
Research Instruments:
1. Personal Interviews : Schedules were administered personally for
collecting the data.
2. Questionnaire : The questionnaire comprises of open ended
And dichotomous questions.
SOURCE OF DATA:
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Dealer satisfaction
Source of data for the study are Primary and Secondary.
Primary data:
The primary data are those which are collected a fresh and for the first
time and thus happened to original character. It is collected from the dealers
through personal interviews.
Secondary data:
Secondary data collected from the magazines, journals, and quick and
books and websites.
Sampling Size:
The refers to the number of items to be selected form the universe to
constitute a sample. This is major problem before a researcher. The size of
sample should neither be excessively large, not to small. It should be optimum
the size of population must be kept in view for the in view, deciding the size of
sample, as such budgetary constraints must invariably between into
consideration when we decide the sample size
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Dealer satisfaction
NEED FOR THE STUDY
Although there have been studies on dealers satisfaction, its application
and affects on PVC products seen to be unimpressive. Hence this study valuable
contribution in analyzing the satisfaction of dealers. And its effects as the
organization due fast changing development in economic scenario improving
the performance of the organization is essential as a result under taking an
academic study on dealers satisfaction will be definitely helpful in achieving the
organization effectiveness and its market share.
Dealer satisfaction is one of the important tool which can draw the
attention of the Dealers and also contributes for the higher brand image and
hence the companies must focus on their creative Dealer satisfaction to have
competative advantage.
SCOPE OF THE STUDY
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Dealer satisfaction
The studies also helps in understanding the perception levels, competitors
strategy with respective quality, pricing and promotion etc., The study also
facilitates in understanding the dealers expectations from the manufacturer.
This study offers helps to put practice the theoretical aspect.
The study of this nature aims to give information about competitors,
demand for pipes.
The study also gives the information about dealer’s satisfaction about
“Nandi PVC Pipes”.
The study offers an extended scope for further research with relevance of
other product categories and also to reach wider area coverage.
Overall scope of the study is to understand dealer’s satisfaction towards
Nandi PVC Pipes in Kurnool District.
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Dealer satisfaction
OBJECTIVES OF THE STUDY
To identify the dealers satisfaction towards Nandi Pipes.
To identify the dealers satisfaction with respect to lead time and the mode
of delivery.
To examine the dealers opinion with respect to various distribution
channels of the company.
To evaluate the dealers satisfaction about the company sales
promotion activities.
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Dealer satisfaction
METHODLOGY OF STUDY
There is a significance association between “Dealers Satisfaction” and
the companies schemes.
The attractive margins play a major role in enhancing the dealer
satisfaction.
The study offers an extended scope for further research with relevance
to other product categories and also to reach wider area of coverage.
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Dealer satisfaction
LIMITATIONS OF THE STUDY
1. The survey has certain limitation the samples would he small in size
because of limited time; so generalizing them is difficult.
2. Some times the respondents may not be available at their shops; even
they are available they would not give correct answers. They give biased
responses and sometimes they refuse to co-operate. So there may be
biased factor in the results projected.
3. The study is confined to KURNOOL District only. That's why the result
can’t be generalized to the whole state.
DATA ANALYSIS
Table: 1
Table showing to know the dealing with Nandi PVC Pipes.
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Factors No. of Respondents PercentageYes 13 100%No 0 00Total 13 100%
Graph: 1
Graph showing to know the dealing with Nandi PVC Pipes.
Are you dealing with Nandi Pipes
13
00
2
4
6
8
10
12
14
Yes No
Response
Nu
mb
er o
f R
esp
on
den
ts
Series1
Analysis:From the above table we could analyze that
100% of respondents are dealing with Nandi Pipes.
Interpretation: Nandi Pipes has highest no. of dealers.
Table: 2
Table showing the number of years dealers dealing with Nandi PVC Pipes.
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Dealer satisfaction
No. of Years No. of respondents Percentage1 to10 4 30.7%
10 to 15 6 46.15%Above 15 3 23.07%
Total 13 100%Graph: 2
Graph showing the number of years dealers dealing with Nandi PVC Pipes.
4
6
3
1 to10
10 to 15
Above 15
Analysis:From the above table we could analyze that.
30.7% of respondents are dealing from 1 to 10 years with Nandi Pipes.
46.15% of respondents are dealing from 10 to 15 years with Nandi Pipes.
23.07% of respondents are dealing from above 15 years with Nandi Pipes.
Interpretation:
Nandi Pipes has highest no. of dealers from 10 to 15 years.
Table: 3
Table showing the dealers margin give by the company is.
Factors No. of respondents PercentageMore than the 2 25%
38
Dealer satisfaction
competitorsLess than the competitors 3 37.5%Same as the competitors 3 37.5%Total 8 100%
Graph: 3
Graph showing the dealers margin give by the company is.
2
3
3More than thecompetitors
Less than thecompetitors
Same as thecompetitors
Analysis:
From the above table we could analyze that.
25% of respondents are More than the competitors.
37.5% of respondents are Less than the competitors.
37.5% of respondents are Same as the competitors.
Interpretation:
Nandi Pipes has providing highest margins to the dealers.Table: 4
Table showing the prices of pipes.
Factors No. of respondents PercentageMore than the 4 50%
39
Dealer satisfaction
competitorsLess than the competitors 0 0Same as the competitors 4 50%Total 8 100%
Graph: 4
Graph showing the prices of pipes.
Dealers opinion about the price of Nandi Pipes
00.5
11.5
22.5
33.5
44.5
More than thecompetitors
Less than thecompetitors
Same as thecompetitors
Dealers opinion
Analysis:
From the above table we could analyze that.
50% of respondents are More than the competitors.
50% of respondents are Same as the competitors.Interpretation:
Nandi Pipes has providing reasonable prices to the dealers.
Table: 5
Table showing the field of usage of Nandi PVC Pipes.
Target Customers No. of Respondents PercentageAgriculture 10 76.9%
40
Dealer satisfaction
Environment 0 0Household 3 23.07%Industries 0 0Total 13 100%
Graph: 5Graph showing types of customers, dealers target for sale of Nandi
PVC Pipes.
10
0
30
Agriculture
Environment
Household
Industries
Analysis:From the above table we could analyze that
76.9% of the respondents targeting Agriculture field
23.07% of the respondents targeting Household.
Interpretation:
It as observed target customer highly agriculture moderately household.
Table: 6
Table showing the major factors considered by customers of Nandi PVC Pipes.
41
Dealer satisfaction
Major Factors No. of Respondents PercentageQuality 8 61.53%Price 1 7.69%Durability 0 0Brand Image 4 30.70%Total 13 100%
Graph: 6Graph showing the major factors considered by the customers
Dealers opinion about the major factors
8
10
4
0123456789
Quality Price Durability Brand Image
Factors
Nu
mb
er
of
resp
on
den
ts
Analysis:
From the above table we could analyze that
61.53% of the respondents preferred as Quality.
30.70% of the respondents preferred as Brand Image.
7.69% of the respondents preferred as Price.
Interpretation:
Majority of respondents are considered as the Quality and Brand Image.Table: 7
Table showing the promotional activities provided by Nandi Pipes.
42
Dealer satisfaction
Major Factors No. of Respondents PercentageHighly satisfied 1 7.69%Satisfied 10 76.9%Moderately satisfied 0 0Dissatisfied 2 15.38%Total 13 100%
Graph: 7
Graph showing the promotional activities provided by Nandi Pipes.
Promotional activities provided by Nandi Pipes
1
10
0
2
0
2
4
6
8
10
12
Highly satisfied Satisfied Moderatelysatisfied
Dissatisfied
Factors
Nu
mb
er
of
resp
on
den
ts
Analysis: From the above table we could analyze that
76.9% of the respondents are satisfied.
15.38% of the respondents are dissatisfied .
7.69% of the respondents are highly satisfied.
Interpretation:
Majority of respondents are satisfied with the promotional activities
provided by Nandi Pipes.Table: 8
Table showing the Transport allowances provided by Nandi Pipes.
43
Dealer satisfaction
Major Factors No. of Respondents PercentageHighly satisfied 5 38.46%Satisfied 6 46.15%Moderately satisfied 2 15.38%Dissatisfied 0 0Total 13 100%
Graph: 8Graph showing the Transport allowances provided by Nandi Pipes.
5
6
2 0
Highly satisfied
Satisfied
Moderately satisfied
Dissatisfied
Analysis: From the above table we could analyze that
46.15% of the respondents are satisfied.
38.46% of the respondents are highly satisfied .
15.38% of the respondents are Moderately satisfied.
Interpretation:
Majority of respondents are satisfied Transport allowances provided by
Nandi Pipes.Table: 9
Table showing the major competitors for Nandi Pipes.
44
Dealer satisfaction
Major Competitors No. of Respondents PercentageSudhakar 9 100%Monarch 0 0Finolex 0 0Vishnu 0 0Total 9 100%
Graph: 9
Graph showing the major competitors for Nandi Pipes.
Major competitors for Nandi Pipes
9
0 0 00
2
4
6
8
10
Sudhakar Monarch Finolex Vishnu
Competitors
Nu
mb
er
of
resp
on
den
ts
Analysis:
From the above table we could analyze that
100% of the major competitors are Sudhakar Pipes.
Interpretation:
Major competitors are Sudhakar Pipes.
Table: 10
45
Dealer satisfaction
Table showing the different media do you suggest for advertisement.
Media Factors No. of Respondents PercentageT.V 4 30.7%Newspaper 0 0Wall painting 7 53.84%Any other 2 15.38%Total 13 100%
Graph: 10
Graph showing the different media do you suggest for advertisement.
Different media do you suggest for advertisement
4
0
7
2
01
23
45
67
8
T.V Newspaper Wallpainting Any other
Media Factors
Nu
mb
er
of
resp
on
den
ts
Analysis: From the above table we could analyze that
53.84% of the respondents are aware of wall painting.
30.7% of the respondents are aware of T.V.
15.38% of the respondents are aware of any other.
Interpretation:
Most of the dealers suggest the wall painting.Table: 11
Table showing the which media do you place your order.
46
Dealer satisfaction
Media Factors No. of Respondents PercentageTelephone – Fax 7 53.84%Direct Contact 2 15.38%Letters 0 0Company representatives
4 30.7%
Total 13 100%
Graph: 11Graph showing the which media do you place your order.
By which media do you place your order
7
2
0
4
012345678
Telephone - Fax Direct Contact Letters Companyrepresentatives
Media Factors
Nu
mb
er
of
Resp
on
den
ts
Analysis:From the above table we could analyze that
53.84% of the respondents are aware of Telephone - Fax.
30.7% of the respondents are aware of Company representatives.
15.38% of the respondents are aware of Direct contact.
Interpretation:
Most of the dealers orders by the Telephone - Fax.
Table: 12
47
Dealer satisfaction
Table showing how often do you place your order.
Time Factors No. of Respondents PercentageWeekly once 0 0Monthly once 0 0By monthly once 0 0Depends on demand 13 100%Total 13 100%
Graph: 12Graph showing how often do you place your order.
How often do you place your order
0 0 0
13
0
24
6
8
1012
14
Weekly once Monthly once By monthly once Depends ondemand
Time factor
Nu
mb
er
of
resp
on
den
ts
Analysis:
From the above table we could analyze that
100% of the respondents depends on demand.
Interpretation:
Most of the. respondents depends on demand.Table: 13
48
Dealer satisfaction
Table showing the lead time of the order placed for Nandi Pipes.
Major Factors No. of Respondents PercentageHighly satisfied 4 30.76%Satisfied 0 0Moderately satisfied 8 61.53%Dissatisfied 1 7.69%Total 13 100%
Graph: 13 Graph showing the lead time of the order placed for Nandi Pipes.
Are you satisfied with the lead time of the order placed for Nandi Pipes
4
0
8
1
0123456789
Highly satisfied Satisfied Moderatelysatisfied
Dissatisfied
Nu
mb
er
of
resp
on
den
ts
Analysis: From the above table we could analyze that
61.53% of the respondents are Moderately satisfied.
30.7% of the respondents are Highly satisfied .
7.69% of the respondents are Dissatisfied.
Interpretation:Majority of respondents are Moderately satisfied and Highly satisfied
with the lead time.
Table: 14
49
Dealer satisfaction
Table showing the major customers for you.
Major Customers No. of Respondents PercentageBuilders 2 15.38%Contractors 1 7.69%Sub Dealers 0 0Individual 10 76.9%Total 13 100%
Graph: 14
Graph showing the major customers for you.
Who are the major customers for you
21
0
10
0
2
4
6
8
10
12
Builders Contractors Sub Dealers Individual
Customers
Nu
mb
er
of
resp
on
den
ts
Analysis:From the above table we could analyze that
76.9% of the customers are Individual.
15.38% of the customers are Builders.
7.69% of the customers are Contractors.
Interpretation:
Majority of customers are Individual and Builders.
50
Dealer satisfaction
Table: 15
Table showing to know the company has regular contact with you.
Factors No. of Respondents PercentageYes 13 100%No 0 00Total 13 100%
Graph: 15
Graph showing to know the company has regular contact with you.
Does the company have regular contact with you
13
00
2
4
6
8
10
12
14
Yes No
Nu
mb
er o
f re
spo
nd
ents
Analysis:From the above table we could analyze that
100% of respondents are regular contact with Nandi Pipes.
Interpretation:
Nandi Pipes has regular contact with the dealers.
51
Dealer satisfaction
Table: 16
Table showing dealers opinion towards Nandi PVC Pipes.
Opinion on Pipes No. of Respondents Percentage
Excellent 3 23.07%Good 6 46.15%
Average 3 23.07%Poor 1 7.69%Total 13 100%
Graph: 16
Graph showing overall opinion about Nandi PVC Pipes
Overall opinion about Nandi Pipes
3
6
3
1
0
1
2
3
4
5
6
7
Excellent Good Average Poor
Opinion on Pipes
Nu
mb
er
of
resp
on
den
ts
52
Dealer satisfaction
Analysis:
From the above table we could analyze that
23.07% of the respondents say the Nandi PVC Pipes are Excellent in
always.
46.15% of the respondents say the Nandi PVC Pipes are Good.
23.07% of the respondents say the Nandi PVC Pipes are Average.
7.69% of the respondents say the Nandi PVC Pipes are Poor.
Interpretation:
Majority of the respondents are having good opinion towards Nandi Pvc Pipes
53
Dealer satisfaction
FINDINGS
Most of the dealers dealing with Nandi Pipes.
Dealers margin give by the company less than the competitors and
same as the competitor
Nandi Pipes price same as the competitor.
The major customer are agriculture sector and house holds.
Quality and brand image is considered by the customer.
Most of the dealers are satisfied with the promotional activities.
Most of the dealers are satisfied with the transport allowance.
Major competitor for Nandi Pipes Sudhakar PVC Pipes.
Most of the dealer suggests the outdoor Advertisements like wall
paintings.
Most of the dealers are moderately satisfied with the lead-time of the
order placed.
Dealers overall opinion about the Nandi Pipes is good.
54
Dealer satisfaction
SUGGESTIONS
Dealers margin should be higher than the competitors.
It is suggested that the company should follow an attractive pricing
strategy.
The company has to take some strategic measures in the areas of
quality and brand image.
In order to push the sales in Govt. sector the company has to take
approval from the Govt. approval
Media advertising should be given priority rather than wall paintings.
The measures must taken to reduce the lead time to increase the
efficiency of the delivery.
The attractive credit facility should be introduced by the company to
push the sales through dealers.
Dealers meeting should be organized as a regular basis. Because,
company can find the dealers dissatisfaction and problems.
Annual target bonus should be introduce so that the dealers take
interest to sell the product.
55
Dealer satisfaction
CONCLUSION
It is concluded that dealers prefer Nandi pipes in terms of sales, when
compare to other brands like Jala, Shakthi, Usha and Nandi Gold. It is
concluded that Nandi PVC Pipes provides a better quality of pipes to
Agriculture and household.
It is concluded that more demand for the Nandi PVC Pipes, dealers play
major role in the sales. It is concluded that better quality provided by Sujala
Company has move into market with better competition with other brands.
It concluded that most of the dealers are have bad opinion on dealers
margins because they are preferred to dealers margins are motivating factors to
sales of Nandi PVC Pipes.Among these all the above mentioned factors Nandi
PVC Pipes play a better role in the market in Kurnool.
56
Dealer satisfaction
ANNEXURES
Name of the Dealer : ______________________
Name of the shop : ______________________
Address : ______________________
1) Are you dealing with Nandi Pipes : Yes / No
2) Since How many years you have the dealership of the company :
3) Dealers margin give by the company is?
(1) More than the Competitor [ ] (2) Less than the Competitor
(3) Same as the Competitor [ ]
4) Nandi pipes prices are price at?
(1) Higher than the Competitor [ ] (2) Lower than the Competitor [ ]
(3) Same as the Competitor [ ]
5) What type of customers you are targeting while promoting Nandi Pipes?
(1) Agriculture [ ] (2) Environment [ ]
(3) Industries [ ] (4) House hold [ ]
57
Dealer satisfaction
6) What are the Major Factors considered by the customers ?
a) Quality [ ] b) Price [ ]
c) Durability [ ] d) Brand image [ ]
7) Are you satisfied with the promotional activities provided by Nandi PipeS?
1) Highly Satisfied [ ] 2) Satisfied [ ]
3) Moderately Satisfied [ ] 4} Dissatisfied [ ]
8) Are you satisfied With Transport allowances provided by Nandi Pipes ?
1) Highly Satisfied [ ] 2) Satisfied [ ]
3) Moderately Satisfied [ ] 4) Dissatisfied [ ]
9) What are the Major competitors for Nandi Pipes ?
1) Sudhakar [ ] 2) Monarach [ ] 3) Finolex [ ] 4) Vishnu [ ]
10) What are the different Media do you suggest for Advertisement ?
1) Television [ ] 2) News Paper [ ]
3) Wall Painting [ ] 4) Any other [ ]
58
Dealer satisfaction
11) By Which Media do you place your order?
1) Telephone-Fax [ ] 2) Direct Contact [ ]
3) Letters [ ] 4) Company representatives [ ]
12) How often do you place your order?
1) Weekly once [ ] 2) Monthly Once [ ]
3) By monthly once [ ] 4) Depends on demand [ ]
13) Are you satisfied with the lead time of the order placed for Nandi Pipes?
1) Highly Satisfied [ ] 2) Satisfied [ ]
3) Moderately Satisfied [ ] 4} Dissatisfied [ ]
14) Who are the Major customers for you ?
1) Builders [ ] 2) Contractors [ ]
3) Sub Dealers [ ] 4) Individuals [ ]
15) Does the company has regular contact with you ? Yes / No
16) What is you overall opinion about Nandi Pipes ?
1) Excellent [ ] 2) Good [ ]
3) Average [ ] 4) Poor [ ]
59
Dealer satisfaction
BIBLIOGRAPHY
1) Leon G. Schiffman, Leslie Lazar Kanuk, Consumer behaviour, Pearson
education, 7th edition, Page No. 173, Year 2003.
2) Philip Kotler, Kevinlane Keller, Marketing management, Pearson
education, 12th edition, Page No. 11, Year 2006.
3) Kenneth B. Kahn, new product planning, Response books, 9th edition,
Page No. 128, Year 2001.
4) VS Rama Swamy, S.Nama Kumari, Marketing management, Macmillan
India Ltd., 3rd edition, Page No. 10, Year 2003.
5) Roger D. Blackwell, Paul W. Miniard, James F. Engel, Consumer
behaviour, Thomson south-western publish, 9th edition, Page No. 172,
Year 2001.
www.nandipipes.com
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