A STUDY ONCUSTOMER SATISFACTION OF COIR PRODUCTS
FORCOIR BOARD
Project report
Submitted in partial fulfillment for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
From Cochin University of Science And Technology
ByLINESH P RAJ
Reg. No: 85290192
Under the guidance of
Mr.Bejoy J ParrackalFaculty of MBA
DEPARTMENT OF MANAGEMENT STUDIES
KOKKOTHAMANGALAM, CHERTHALA
DECLARATION
I, Linesh P R, Register Number-85290192, 2009-2011 batch 4th semester MBA student of K. V.
M. College of Engineering and Information Technology, Cherthala hereby declare, project
report entitled, “A Study On Customer Satisfaction of Coir Products” is an original work and the
same has not been submitted to any other institute for the award of any other degree.
Cherthala Linesh P Raj
01-04-2011
ACKNOWLEDGEMENT
Any attempt at any level cannot be satisfactorily completed without the support and guidance of
learned people.
The author takes extreme pleasure to express her deep sense of gratitude to Dr.Mahesh R Pillai,
Director of Management Studies, KVM College of Engineering and Information Technology for
his inspiring guidance and encouragement throughout the preparation and completion of this
project
The author’s sincere thanks to her project guide Mr.Bejoy J Parackel , Department of MBA,
KVM College of Engineering and Information Technology for his valuable guidance and
immense help throughout the project work.
The author wish to express her deep and sincere feeling of gratitude to all the faculties of
Department of MBA, KVM College of Engineering and Information Technology.
Author takes this opportunity to thank Mr. Boopalan, R&D Department, Coir Board, Cochin for
his valuable suggestion and encouragement throughout the project. The Author also wants to
thank Mr.kumara swamy pillai, Marketing Director of this organization for his support
regarding the project that led to the successful accomplishment of this project.
The author expresses his deep and sincere thanks to all the staffs of Coir Board Cochin.
LINESH P RAJ
SYNOPSIS
According to the estimates by the Ministry of Statistics and Programme Implementation, the
Indian economy has registered a growth of 7.4 per cent in 2009-10, with 8.6 per cent year-on-
year growth in its fourth quarter. The growth is driven by robust performance of the
manufacturing sector on the back of government and consumer spending. GDP growth rate of
7.4 per cent in 2009-10 has exceeded the government forecast of 7.2 per cent for the full year.
According to government data, the manufacturing sector witnessed a growth of 16.3 per cent in
January-March 2010, from a year earlier
Coir Industry is one among them, which contributes to the development of our economy. Exports
of coir and coir products yielded Rs 804 crore during 2009-10, well over the target of Rs 700
cror fixed for 2009-10 by the Union Ministry of Micro, Small and Medium Enterprises (MSME).
The growth in value realization was mainly backed by growth in volume as coir exports
increased by 47 per cent to 2.94 lakh tones, as against 1.99 lakh tones in 2008-09.
While we speaking about Coir Industry, we have to mention the name of Coir Board. Coir
Board of India is a statutory body established by the Government of India under a legislation
enacted by the Parliament namely 'Coir Industry Act 1953 (45 of 1953)' for the promotion and
development of Coir Industry in India.
This study, i.e.; “Customer Satisfaction of Coir Products” held at Coir Board Cochin with the
objective to find the customers’ satisfaction level and to suggest more improved ways to satisfy
customers and strengthen relationship with them. The major tool used for this study was a
structured questionnaire to collect customers’ feedback. The sample size opt was 100 customers
and random sampling method have used. The data was further analyzed on the basis of variables
fixed such as Gender, Income, Living area and Period of association of respondents.
The whole study revealed that, the customers are happy about the products and features up to an
extent. Also it revealed that the customers are so sensitive towards price, quality, last ability and
behavior of staffs.
The author hopes that this particular study and suggestions made by her will help the
organization to strengthen the relationship with the customers and there by satisfying more
customers in an improved manner
TABLE OF CONTENTS
Certificates
Declaration
Acknowledgement
Synopsis
Table of Contents
List of Table
List of Graph
List of Abbreviations
CHAPTER 1- Introduction
CHAPTER 2 - Research Methodology
CHAPTER 3 – Review Of Literature
CHAPTER 4- Analysis And Interpretation
CHAPTER 5- Findings & Suggestions
CHAPTER 6- Conclusion
Bibliography
Appendix
I
II
III
IV
VI
VII
X
XI
1-15
16-18
19-21
22-59
60-63
64-65
66-68
69-71
LIST OF TABLES
Table No. Table Name Page No.
4.1 Gender and Income Details of respondents 23
4.2 Details on the basis of Gender and way of information
about Coir Board
24
4.3 Annual Income And Area of living details of
respondents
25
4.4 Annual income and way of knowledge about Coir Board 26
4.5 Area of living and way of knowledge about Coir Board 27
4.6 Gender and Brand Consciousness of respondents 28
4.7 4.7 Income And Brand Consciousness of respondents 29
4.8 Area and Brand Loyalty (Only purchasing from Coir
Board)
30
4.9 Period of Customer ship and Brand Loyalty. 31
4.10 Income and Brand Loyalty 32
4.11 Gender and Opinion about Coir Board 33
4.12 Living Area and opinion about Coir Board. 34
4.13 Gender And satisfaction towards Behavior of staffs 35
4.14 Living area and satisfaction towards behavior of staffs. 36
4.15 Gender and ambiance of the store 37
4.16 Income and ambiance of the store 38
4.17 Period of customer ship and last ability of product 39
4.18 Income and and last ability of product 40
4.19 Gender and Quality of products 41
4.20 Best part of Coir Board and Living area 42
4.21 Best part of Coir Board and Gender 43
4.22 Gender and way of problem solving 44
4.23 Income and Way of problem solving 45
4.24 Period of customership and relationship strategy. 46
4.25 Period Gender and relationship strategy. 47
4.26 Income and price 48
4.27 Gender and Price 49
4.28 Period of customership and Price 50
4.29 Income and satisfaction towards discount 51
4.30 Gender and satisfaction towards discount 52
4.31 Gender and Damage during consumption 53
4.32 Period of customership and Damage during
consumption
54
4.33 Living area and Communication process with the
company
55
4.34 Period of association and Communication process with
the company
56
4.35 Gender and Opinion 57
4.36 Income and Opinion 58
4.37 Gender and Overall satisfaction 59
LIST OF GRAPHS
Graph No. Table Name Page No.
4.1 Gender and Income Details of respondents 23
4.2 Details on the basis of Gender and way of information
about Coir Board
24
4.3 Annual Income And Area of living details of
respondents
25
4.4 Annual income and way of knowledge about Coir
Board
26
4.5 Area of living and way of knowledge about Coir Board 27
4.6 Gender and Brand Consciousness of respondents 28
4.7 4.7 Income And Brand Consciousness of respondents 29
4.8 Area and Brand Loyalty (Only purchasing from Coir
Board)
30
4.9 Period of Customership and Brand Loyalty. 31
4.10 Income and Brand Loyalty 32
4.11 Gender and Opinion about Coir Board 33
4.12 Living Area and opinion about Coir Board. 34
4.13 Gender And satisfaction towards Behaviour of staffs 35
4.14 Living area and satisfaction towards behavior of staffs. 36
4.15 Gender and ambiance of the store 37
4.16 Income and ambiance of the store 38
4.17 Period of customership and lastability of product 39
4.18 Income and and lastability of product 40
4.19 Gender and Quality of products 41
4.20 Best part of Coir Board and Living area 42
4.21 Best part of Coir Board and Gender 43
4.22 Gender and way of problem solving 44
4.23 Income and Way of problem solving 45
4.24 Period of customership and relationship strategy. 46
4.25 Period Gender and relationship strategy. 47
4.26 Income and price 48
4.27 Gender and Price 49
4.28 Period of customership and Price 50
4.29 Income and satisfaction towards discount 51
4.30 Gender and satisfaction towards discount 52
4.31 Gender and Damage during consumption 53
4.32 Period of customership and Damage during
consumption
54
4.33 Living area and Communication process with the
company
55
4.34 Period of association and Communication process with
the company
56
4.35 Gender and Opinion 57
4.36 Income and Opinion 58
4.37 Gender and Overall satisfaction 59
LIST OF ABBREVIsATIONS
GDP Gross Domestic Product
GNP Gross National Product
CCRI Central Coir Research Institute
R & D Research and Development
UNDP United Nations Development Programme
ASAP As Soon As Possible
Chapter – 1
Introduction
Introduction
Coir has been playing an important role in the economy of Kerala, especially the coastal districts
of the State. The social life of people across these districts is closely knit with the warp and weft
of the products manufactured in the coir units. Of late, the industry has begun to make its
presence felt in other coconut producing States of the country as well. The State of Tamil Nadu
has gone much ahead in this respect and in fact large quantities of coir fibre required by the
export oriented production units located in Alleppey source their raw material from the State. In
the case of mechanization also, the State of Tamil Nadu has been making rapid strides and a
large number of entrepreneurs are currently entering into the industry. Similarly, the proliferation
of this industry in the states of Andhra Pradesh, Karnataka, Orissa and in some non-traditional
States like Gujarat is quite encouraging.
As we all know, the world economy has been reeling under an economic recession and it is
emerging out of its clutches slowly. In the aftermath of the onslaught of the recession, one item
which stood conspicuous by its steady performance was coir. The depression in the economic
world did not affect the exports of coir and it proved its stencil strength against the rapids and
currents in the world economy. During the year, 2009-10, the export of coir and coir products is
all set to surpass the target of Rs.700/- crores, an all time high export performance from the
country. During the year, up to Decembers, 2009, the export of coir and coir products from the
country was 1,79,667 MTs valued at Rs.555.03 crores. When compared to the same period of the
previous year, there has been an increase to the tune of 30.38% in quantity and 19.44 % in terms
of value.
Major Contributions
Some of the contributions of the Central Coir Research Institute have been major milestones in
the history of coir industry. The development of “coirret’ by the Institute has revolutionized the
production process of “white fibre” by reducing the processing period considerably. This process
has also made the job of the workers in the industry easier and hygienic. It is an eco-friendly zero
effluent process. Another contribution of the CCRI has been “pithplus” which elevated the status
of coir pith from a menacing substance to a “money spinner”, as it found application as a
hundred percent natural manure suitable for a host of crops and horticulture applications. The
recent invention of the CCRI, the Mobile Fibre Extraction Machine is going to be an epoch
making incident in the history of coir industry by eradicating the perennial problem of shortage
of coir fibre in the State of Kerala. In addition to the coir industry, the machine will also help the
coconut cultivators by providing additional income to the farmers in the form of income from
selling coconut husk which was thrown away as a waste material. The fibre extracted through
this machine can be further treated by the eco-friendly process of “coirret” or a “conditioner”
treatment developed by CCRI recently so as to prepare the best quality of coir fibres for
spinning.
Employment Opportunities
The younger generation which was once averse to take up jobs in the coir industry due to low
wages and crude production and processing methods are now coming forward to take up
employment opportunities generated in the sector. Earlier, the industry used to offer only
seasonal employment opportunities to the workers due to monsoon and demands of the trade.
Now, the factory set up provides regular employment to the workers and resultantly, the standard
of living of workers has been increasing steadily.
Modern Technology
The intervention of CCRI in the coir industry has been instrumental in making the coir industry
in the country a modern sunshine industry. There were times when mechanization and
modernization were not acceptable terms for the industry since they were supposed to cause
reduction in employment opportunities. Now, it has been proved beyond doubt that modern
technology is a boon to the industry thanks to the efforts of Coir Board and its Research and
Development wing. With the eradication of crude production and processing methods and
introduction of modern equipments, more and more units are established in factory set up with
higher degree of mechanization. This has resulted in increased productivity, better quality of
products and better income both to the entrepreneur and the labourer.
Indian Coir Industry – An Overview
The Indian coir industry is now making a comeback, keeping pace with the change in technology
and imbibing the latest developments in production techniques and designs.
The Indian coir industry has come a long way from manufacturing simple ropes to various
highend lifestyle products. The establishment of the first coir factory in Alleppey by James
Darrah, initiated the process of professionalism and modernisation in an otherwise unorganised
sector. Over one hundred and forty summers ago, when James Darrah decided to establish a
coidactory in Alleppey, he may not have visualised the revolution he was launching in a strange
land. The Europeans had entrenched themselves in India and political revolutions of different
hues were being enacted in various parts of India. But the one that Darrah launched by
establishing India’s first coir factory in 185960 in Alleppey, better known as the Venice of the
East, was one that would change the face of Indian coastal belt. It would also emerge as the
largest employment generator in the state.
Not that coir was something new to Alleppey. Coir had been in use in various forms and coir
making was prevalent around the world from Belgian Congo to Guam and from Venezuela to
Eritrea a long time before Darrah’s factory came up in Alleppey.But the significance of Darrah’s
effort was that it raised coir-making in India from an unorganised cottage industry to a
professional and modernised industrial activity that helped Indian coir to rule the world markets.
Up until then, coir making in India was largely a dissipated industry with households producing
miniscule quantities products had already established an appeal of fibre by retting and then
beating coconut for most Europeans as hygienic interior husks. Others would then make yarn out
of decor products. Mechanisation was unheard of the first coir factory was established, as and the
family units that produced fibre and many as 1,402 of the 1,831 coir units in yarn hardly
bothered about the advantages Kerala were in Alleppey, establishing the of professionally
organising their traditional coastal town as the unchallenged headquarter coir-making
capabilities. Once the first coir of the coir industry. By this time, the factory was up, the unique
quality of Indian domestic coir industry had spread its wings,coir did the rest.
The golden textured Indian coir fibre, which Andhra Pradesh, Orissa and Goa, and there earned
the unofficial brand name ‘golden was no doubting the fact that Indian coir fibre’, captured the
European and world markets in no time. From then on, there was The principal reason for Indian
coir’s reign no turning back. The big corporates era soon established coir factories in fibre that in
Alleppey, Kollam, Kozhikode, Kochi and other parts of Kerala. Industrial heavyweights of the
time, including Volkart Brothers,William Goodacre,pierce leslie and Aspinwall moved in to tap
the potential offered by the golden fibre,and Alleppey was soon a household name all over
Europe.By 1967 the “Golden Fibre” had captured the european and the world markets.
The ruling world market By 1967, a little over a hundred years after the first coir factory was
established, as many as 1,402 of the 1,831 coir units in Kerala were in Alleppey, establishing the
coastal town as the unchallenched headquarter of the coir industry. By this time, the domestic
coir factories coming up in several states including Karnataka,Tamil nadu,Andra pradesh,Orissa
and Goa,and there was no doubting the fact that indian coir industry was on a broad footing.The
principle reason for indian coirs reign in the world markets was the unique golden fibre that in
turn was owed to the unique properties of the husk of Indian coconuts and the retting facilities
available. As K.R. Lawrence Bandey, MBE who set up the William Goodacre operations in
Alleppey reminisces, “Around the middle of the 20th century, there was not a house in Europe
that did not use some coir article”.
Coir Geo Textiles
Coir Geo-Textiles, or coir Bhoovastra have shot into the lime light today thanks to its eco-
frinedly characteristics. They are being effectively used for improving soil bahaviours,
preventing soil erosion and in helping consolidation of soil. Coir as a 100% organic and bio-
degradable fibre, with great water absorbency, has a definite edge over synthetic geo textiles, in
the environmental aspect. The greatest advantage is that it provides an ecological niche for rapid
establishment of vegetation. Coir geo-textiles come in a mind-boggling range of woven and non-
woven varieties available for bio-engineering, including geo meshes, girds, geo-beds, anti-weed
blankets, needled felts, erosion control blankets, geo-rolls, geo-webs, and fascines.
Popular Varieties
The Anjengo yam, which derived its name from Anchuthengu in the then Travancore kingdom,
was easily the most premium brand, with a golden texture that earned it the golden fibre
sobriquet. Coconut husks from Anchuthengu were retted in slightly moving waters of the
lagoons in the area for about nine months, at the end of which the fibre was extracted by beating
the softened husks. The pith and other materials would fall off, and the golden fibre would
emerge, which established Indian coir’s hegemony in the world markets. There were also other
well-known varieties like the Vaikom yarn and the Aratri yam, but the interesting part is that
these varieties had their own niche markets even when branding was not prevalent in coir fibre
and yam sectors.
Favourable Location
In fact, a key factor that helped the establishment of the coir spinning industry in Kerala is the
presence of brackish backwaters and lagoons. Brackish waters had to be replenished by fresh
water at frequent intervals to wash away the water contaminated in the process of retting of
husks, and Kerala was naturally endowed with this facility also. This was perhaps what
established the industry so firmly in India and particularly in kerala,even though coconut
production was significantly high in several other countries like Indonesia,Philippines,SriLanka
and Thailand.
Non Conventional Coir
Coir ply boards developed by Coir Board is also an excellent building material, especially for
interiors, instead of traditional heavier materials. Coir ply boards have gypsum core and the side
are normally lined with paper. These boards are lightweight making it easier to dismantle should
you want to re-do your interiors after a few years. The coir ply board is also an excellent low cost
insulation material at residences and office buildings. Coir ply also offers a dector option and is
an excellent wood substitute. It can be used in the place of conventional wood for all kinds of
woodmark,like doors,windows,cupboards,wall panels,etc.It can be laminated or coated with
melamine finish for a glossy or matte finish.
Modernization Process
Though slow in coming, in keeping with the international market trend the Indian coir industry
has also woken up to the call for modernization. The ancient coir manufacturing techniques have
been replaced by advanced technological processes, with the introduction of motorized rets,
automatic spinning machines, mechanized de husking processes and the technology for yarn
based value added products. Semi-mechanised looms and power looms are now used for making
mats, matting and carpets. The continued R&D efforts are bearing fruits with the innovative
developments in the coir sector – non-woven items like coir mattresses, needled felt, PVC tufting
etc.
Mats with unique designs and kaleidoscopic colours, carpets, bags and baskets, tablemats, throw
rugs, mattresses, panelling materials, garden articles et al coir has now become favourite among
home makers and interior designers worldwide.”Great value for money, a substitute for synthetic
fibres, ecofriendly, hygienic and versatile, light on the wallet as well as on environment, durable
and weather resistant, chic and designer friendly the reasons for choosing coir by the
environment protectionists and others find no limits. In view of the above and. with the help of
strenuous R&D efforts of the Coir Board, I could predict that the Indian coir has a very good
future,” avers, Mr.Chandran.
Steps Being Taken
Of late, the industry in traditional areas such as Kerala and non-traditional areas such as Tamil
Nadu, Karnataka and Andhra Pradesh, have realised the need for rapid modernisation which
involved mechanisation, product development and diversification. As a result, higher investment,
particularly in the private sector, is taking place. Several new factories have come up, especially
in Kerala, with multinational participation. The traditional manufacturer exporters are also now
investing more and more for modernising their factories by setting up modem design studios and
state-of-the-art effluent treatment plants.
The small and medium manufacturers are also rising to the occasion. However, the major
problem the small producers face today is modemisation of their production infrastructure. The
high cost of machinery has become a major handicap. A semiautomatic loom machine would
cost around RsA lakh. Since the demand for coir machinery has been low, investment in coir
machinery development and manufacturing is quite low or nil.The Coir Board has embarked on a
total restructuring programme for the industry. Several experiments are being currently
undertaken to develop a model for restructuring, such as the UNDP project. Five clusters have
been identified in Alappuzha, Kollam (Kerala), Pollachi and Thanjavur (Tamil Nadu) and
Arasikarai in Karanataka under this programme for modernisation, technology transfer and
capacity building.
Some Famous Mat and Mating Manufavturers
Hindusthan Ltd.
D.C. Mills Pvt. Ltd. Alleppey
Palm Fibre (India) Pvt. Ltd. Alleppey
Fibre World. Alleppey
N.C. John & Sons (P) Ltd.Alleppey
Willaim Goodacre & Sons India Pvt. Ltd. Alleppey
The Alleppey Company. Alleppey
Ikea Trading (India) Pvt. Ltd. New Delhi
Indian Emporium. Cochin
Travancore Mats & Mattings Company. Alleppey
Coir Board
Coir Board of India is a statutory body established by the Government of India under a
legislation enacted by the Parliament namely 'Coir Industry Act 1953 (45 of 1953)' for the
promotion and development of Coir Industry in India.
It is based in Kochi (Cochin), and works for the promotion, research, education and training of
the coir industry. The board functions under the Ministry of Micro, Small and Medium
Enterprises
The Coir Board has worked actively to support the International Year of Natural Fibres 2009.
Functions of the Board
The main functions of the Board as laid down in Section-10 of the Coir Industry Act are given
below:
Promoting exports of coir yarn and coir products and carrying on propaganda for that
purpose;
Regulating under the supervision of the Central Government the production of husks, coir
yarn and coir products by registering coir spindles and looms for manufacturing coir
products as also manufacturers of coir products, licensing exporters of coir yarn and coir
products and taking such other appropriate steps as may be prescribed
Undertaking, assisting or encouraging scientific, technological and economic research
and maintaining and assisting in the maintenance of one or more research institutes
Collecting statistics from manufacturers of, and dealers in, coir products and from such
other persons as may be prescribed, on any matter relating to the coir industry, the
publication of statistics so collected or portions thereof or extracts therefrom
Fixing grade standards and arranging when necessary for inspection of coir fibre, coir
yarn and coir products
Improving the marketing of coconut husk, coir fibre, coir yarn and coir products in India
and elsewhere and preventing unfair competition
Setting up or assisting in the setting up of factories for the producers of coir products with
the aid of power
Promoting cooperative organisation among producers of husks, coir fibre and coir yarn
and manufacturers of coir products
Ensuring remunerative returns to producers of husks, coir fibre and coir yarn and
manufacturers of coir products
Licensing of retting places and warehouses and otherwise regulating the stocking and sale
of coir fibre, coir yarn and coir products both for the internal market and for exports
Advising on all matters relating to the development of the coir industry
Products Deals with
Coir Fibre
Coir Yarn
Coir Mats & Creel Mats
Coir Mats-Fibre Mats
Coir Mats- Rod Mats,Corridor Mats, Carnatic Mats
Coir Mats - Loop Mats,Mesh Mats, Sinnet Mats
Coir Mats - Gymnasia Mats, Matting Mats, Rope Mats
Coir Mattings - Four Treadle Weave, Basket Weave
Non Woven Mats
Coir Geo-Textiles
Coir Pith
Garden Articles
Coir Rope
Coir Brushes
Coir Ship Fenders
Hand Knotted Netting
Coir Roaps
Customer Satisfaction
Customer satisfaction, a business term, is a measure of how products and services supplied by a
company meet or surpass customer expectation. It is seen as a key performance indicator within
business and is part of the four perspectives of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business strategy.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
The most important asset of any organization is its customers. Satisfied customers pay their bills
promptly which greatly improves cash flow – the lifeblood of any organization. Customers
experience of a product or a service is multifaceted so hard to determine. It needs to be
measured individually to get an accurate total picture of customer satisfaction.
Customer satisfaction should not be viewed in a vacuum. For example, a customer may be
satisfied with a product or service and therefore rate the product or service highly in a survey and
yet same customer may buy another product. Similarly customer’s view about a product or
service are useless if customer’s view about competitors products are not understood.
Satisfied customers generate more revenues than dissatisfied ones. Satisfied customers not only
bring in repeat business but also new business through word of mouth advertising. Fully satisfied
customers are more immune to competitive actions and generate a stable business environment.
Satisfied customers increase the bottom line. Satisfied customers are usually low maintenance,
keeping costs of sales low. Dissatisfied customers use valuable employee time and create a bad
reputation that has to be countered with higher advertising costs.
Hence, paying close attention to customer satisfaction is just common sense. Intuit founder Scott
Cook once said "If you can't please your current customers, you don't deserve any new ones."
Customer Satisfaction in 7 Steps
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a customer. If you're not
used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it
does get easier over time. It's important to meet your customers face to face at least once or even
twice during the course of a project.
My experience has shown that a client finds it easier to relate to and work with someone they've
actually met in person, rather than a voice on the phone or someone typing into an email or
messenger program. When you do meet them, be calm, confident and above all, take time to ask
them what they need. I believe that if a potential client spends over half the meeting doing the
talking, you're well on your way to a sale.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a response to an
email or phone call. It might not always be practical to deal with all customers' queries within the
space of a few hours, but at least email or call them back and let them know you've received their
message and you'll contact them about it as soon as possible. Even if you're not able to solve a
problem right away, let the customer know you're working on it.
A good example of this is my Web host. They've had some trouble with server hardware which
has caused a fair bit of downtime lately. At every step along the way I was emailed and told
exactly what was going on, why things were going wrong, and how long it would be before they
were working again. They also apologised repeatedly, which was nice. Now if they server had
just gone down with no explanation I think I'd have been pretty annoyed and may have moved
my business elsewhere. But because they took time to keep me informed, it didn't seem so bad,
and I at least knew they were doing something about the problems. That to me is a prime
example of customer service.
3. Be Friendly and Approachable
A fellow SitePointer once told me that you can hear a smile through the phone. This is very true.
It's very important to be friendly, courteous and to make your clients feel like you're their friend
and you're there to help them out. There will be times when you want to beat your clients over
the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep a clear
head, respond to your clients' wishes as best you can, and at all times remain polite and
courteous.
4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you're just starting out, but a clearly defined customer
service policy is going to save you a lot of time and effort in the long run. If a customer has a
problem, what should they do? If the first option doesn't work, then what? Should they contact
different people for billing and technical enquiries? If they're not satisfied with any aspect of
your customer service, who should they tell?
There's nothing more annoying for a client than being passed from person to person, or not
knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry
should be of utmost importance. So make sure your customer service policy is present on your
site -- and anywhere else it may be useful.
5. Attention to Detail (also known as 'The Little Niceties')
Have you ever received a Happy Birthday email or card from a company you were a client of?
Have you ever had a personalised sign-up confirmation email for a service that you could tell
was typed from scratch? These little niceties can be time consuming and aren't always cost
effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It
shows you care; it shows there are real people on the other end of that screen or telephone; and
most importantly, it makes the customer feel welcomed, wanted and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of understanding
with your clients will do wonders for your working relationship.
Take this as an example: you're working on the front-end for your client's exciting new
ecommerce endeavour. You have all the images, originals and files backed up on your desktop
computer and the site is going really well. During a meeting with your client he/she happens to
mention a hard-copy brochure their internal marketing people are developing. As if by magic, a
couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution
versions of all the images you've used on the site. A note accompanies it which reads:
Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and
considerate his Web designers are. Meanwhile, in your office, you lay back in your chair
drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will
send several referrals your way.
7. Honour Your Promises
It's possible this is the most important point in this article. The simple message: when you
promise something, deliver. The most common example here is project delivery dates.
Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss
a deadline through no fault of your own. Projects can be late, technology can fail and sub-
contractors don't always deliver on time. In this case a quick apology and assurance it'll be ready
ASAP wouldn't go amiss.
Customer service, like any aspect of business, is a practiced art that takes time and effort to
master. All you need to do to achieve this is to stop and switch roles with the customer. What
would you want from your business if you were the client? How would you want to be treated?
Treat your customers like your friends and they'll always come back.
***
Chapter- 2 Research Methodology
Research Methodology
Customer Satisfaction
Customer satisfaction, a business term, is a measure of how products and services supplied by a
company meet or surpass customer expectation. It is seen as a key performance indicator within
business
The problem
The effective implementation of Customer Satisfaction is not an easy task, it includes many
complex matters which affect the customer’s perception about the company. Customers are so
sensitive and rational, they are looking both value and loyalty. If a company fails to understand
the mind of consumers and fails to do expected services, customer become rational and may
switch their loyalty to dissatisfaction. Today the market is so competitive so the company has to
develop good customer satisfaction strategy to survive in the field. In usual practice it may not
be possible to give good service every time
Objective
Primary Objective
To analyse the Customers’ satisfaction of coir board Products and thereby suggests more
improved ways to satisfy customer
Secondary Objectives
To find out Customers’ Perception about the Company.
To analyse the effectiveness of Shop Management
To find out the ability of staffs
To understand the sensitive matters regarding customer satisfaction
Data Analysis and Data Collection
Data required for the study included both primary and secondary types. Primary data was
collected through Questionnaire prepared for the Coir Board Customers. Major tools depended
on for the data collection included Questionnaire.
Discussions were held with the officials at various levels and important personnel in Coir Board
Secondary data was obtained from almost every available source which include magazines,
official organizational records, websites and previous researches
Sample Size
Sample size opt for the study is 100 coir Board Customers
Dependent and independent variable
The major variables used for the analysis of the data as dependent and independent variables
included gender, Income, living area, and period of association with Coir Board of the
respondents.
Analysis of data
The data was analyzed on the basis of the relationship between the variables fixed. The data was
classified, codified and cross tabulated to proceed with the analysis.
Chapter - 3 Literature Review
Literature Review
In a study done by Berry (Bart Allen) and Brodeur between 1990 and 1998 defined ten 'Quality
Values' which influence satisfaction behavior, further expanded by Berry in 2002 and known as
the ten domains of satisfaction. These ten domains of satisfaction include:
Quality,
Value,
Timeliness,
Efficiency,
Ease of Access,
Environment,
Inter-departmental
Teamwork, Front line Service Behaviors,
Commitment to the Customer
Innovation.
These factors are emphasized for continuous improvement and organizational change
measurement and are most often utilized to develop the architecture for satisfaction measurement
as an integrated model. Work done by Parasuraman, Zeithaml and Berry (Leonard L) between
1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by
using the gap between the customer's expectation of performance and their perceived experience
of performance. This provides the measurer with a satisfaction "gap" which is objective and
quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman,
Zeithaml and Berry as two different measures (perception and expectation of performance) into a
single measurement of performance according to expectation.
American Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction.
Academic research has shown that the national ACSI score is a strong predictor of Gross
Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption
Expenditure (PCE) growth. On the microeconomic level, research has shown that ACSI data
predicts stock market performance, both for market indices and for individually traded
companies. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth
recommendations, and purchase behavior. The ACSI measures customer satisfaction annually for
more than 200 companies in 43 industries and 10 economic sectors. In addition to quarterly
reports, the ACSI methodology can be applied to private sector companies and government
agencies in order to improve loyalty and purchase intent. Two companies have been licensed to
apply the methodology of the ACSI for both the private and public sector: CFI Group, Inc.
applies the methodology of the ACSI offline, and Foresee Results applies the ACSI to websites
and other online initiatives
In spring 2004, Quad stone commissioned a study of the approach that large consumer
enterprises are taking to improve customer service experiences. The research mainly consisted of
in-depth interviews with executives in the financial services and telecommunications sectors, but
it also included an e-mail questionnaire with consumers and a "mystery shopping" investigation
into customer service centers.
The study finds that improving customers' satisfaction with service is a rapidly rising corporate
priority and companies are increasing investment in tracking customer satisfaction and what
drives it. While the majority of companies are beginning to understand aggregate-level trends in
customer satisfaction, only a few companies are able to systematically identify how to change
service delivery processes for the better - yet this is what all of the interviewed companies most
want to do.
Additionally, the study defines a success model for embracing and driving change based on customer satisfaction metrics, and it lays out the capabilities that companies must develop to fully leverage customer satisfaction data in driving change across the organization. The survey finds that telecommunications companies are, in general, more committed and sophisticated in their approach to customer satisfaction than financial services companies. Fundamentally, organizations are striving for a level of understanding that is deeper and more specific than general customer feedback
Chapter-4
Analysis and Interpretation
Analysis and interpretation carried out by analyzing the customer’s feedback on the basis of
variables fixed, ie; gender, income, living area and period of association. This analysis is
explained in the following paragraphs.
Table 4.1 Gender and Income Details of respondents
Income
Gender
25,000- 1 lkh 1-2 lkhs Above 2
Lakhs
Total
Male 16
(26.7%)
(45.7%)
27
(45%)
(60%)
17
(28.4%)
(85%)
60
(60%)
Female 19
(47.5%)
(54.2%)
18
(45%)
(40%)
3
(7.5%)
(15%)
40
(%)
Total 35
(%)
45
(%)
20
(%) 100
Table 4.1 reveals Gender and Age based details of respondents.Income when cross tabulated
with gender, we found that 35% of the respondents are 25,000 – 1Lakh category, 45% of
respondents belonging to 1-2 Lakhs category and 20% of respondents have more than 2 lakhs
annual income.
Graph 4.1 Gender and Income Details of respondents
Table 4.2 Details on the basis of Gender and way of information about Coir Board
Way
Gender
Advertising Trade Fair Family&Friends Total
Male 17
(28.4%)
(77.2%)
22
(36.7%)
(52.3%)
21
(35%)
(58.4%)
60
(60%)
Female 5
(12.5%)
(22.7%)
20
(50%)
(47.6%)
15
(37.5%)
(41.7%)
40
(%)
Total 22
(%)
42
(%)
36
(%) 100
Table 4.2 shows that 22% of respondents got information about coir board via advertisement, 42%
via Trade fair and 36% of respondents from Family and friends.
Graph 4.2 Details on the basis of Gender and way of information about Coir Board
Table 4.3 Annual Income And Area of living details of respondents
Area
Income
Urban Semi Urban Rural Total
25,000-1 Lkh 11
(35%)
(25.5%)
12
(34.2%)
(37.5%)
12
(34.2%)
(48%)
35
1 Lkh-2 Lkh 22
(49%)
(51%)
14
(31.2%)
(43.7%)
9
(20%)
(36%)
45
Above 2 Lkh 10
(50%)
(23.2%)
6
(30%)
(18.7%)
4
(20%)
(16%)
20
Total 43 32 25 100
Table 4.3 infers, from the total respondents, 43% living in urban area, 32% from semi urban area
and 25% of respondents from rural area.
Graph 4.3. Annual Income And Area of living details of respondents
Table 4.4 Annual income and way of knowledge about Coir Board
Way of info
Income
Advertising Trade Fair Family&Friends Total
25000- 1 lkh 9
(25.7%)
(41%)
14
(40%)
(33.4%)
12
(34.2%)
(33.4%)
35
(60%)
1-2 lkhs 8
(17.8%)
(36.3%)
19
(42.3%)
(45.2%)
18
(40%)
(50%)
45
Above 2 lkhs 5
(25%)
(22.7%)
9
(45%)
(21.4%)
6
(30%)
(16.7%)
20
Total 22 42 36 100
Table 4.4 is the respondents’ details on the basis of income and way of knowledge about Coir Board.
It reveals that 22% people got information via advertisement, 42% via trade fair and 36% of
respondents got information from family and friends.
From this it is clear that, the amount of advertisement is less and it have to improve.
Graph.4.4 Annual income and way of knowledge about Coir Board
Table 4.5 Area of living and way of knowledge about Coir Board
Way of Info
Area of living
Advertising Trade Fair Family&Friends Total
Urban 9(21%) (41%)
23(53.5%) (54.7%)
11(25.5%)(30.6%)
43
Semi Urban 7(21.8%) (31.8%)
15(46.8%) (35.7%)
10(31.2%)(27.8%)
32
Rural 6(24%) (27.2%)
4(16%) (9.5%)
15(60%)(41.6%)
25
Total 22 42 36 100
Table 4.5 shows that, total 43% of Urban area constituted by 9% via advertising, 23% via Trade
fair and 11 % from family and friends. The total of rural area 25% constituted by 6% from
advertising, 4% from trade fair and 15% from family and friends. So it is clear that there is a lack
of advertisement and trade fair in rural area
Graph 4.5 Area of living and way of knowledge about Coir Board
Table 4.6 Gender and Brand Consciousness of respondents
Opinion
Gender
Yes No Total
Male 35
(58.3%)
(74.4%)
25
(41.7%)
(47.1%)
60
Female 12
(30%)
(25.5%)
28
(70%)
(52.8%)
40
Total 47 53 100
Table 4.6 infers that, 47% of respondents are conscious about brand and 53% of respondents are
not conscious. While we looking at Yes total column, we can see that, 74% constituted by male.
So let us assume that, male respondents are more brand conscious.
Graph 4.6 Gender and Brand Consciousness of respondents
Table 4.7 Income And Brand Consciousness of respondents
Opinion
IncomeYes No Total
25000- 1 lkh 15(42.8%) (31.9%)
20(57.1%) (37.7%)
35
1 – 2 Lkh 17(37.8%) (36.1%)
28(62.3%) (52.8%)
45
Above 2 Lkh 15(75%) (31.9%)
5(25%) (9.4%)
20
Total 47 53 36
While we analyzing Table 4.7 we can see that as income increases, people become more brand
conscious. Let us take the example of Yes total column, 75% of yes total column constituted by
above 2 lakhs category.
Graph 4.7 Income And Brand Consciousness of respondents
Table 4.8 Area and Brand Loyalty (Only purchasing from Coir Board)
Only from Coir BoardArea
Yes No Total
Urban 11(25.5%) (44%)
32(74.4%) (42.7%)
43
Semi Urban 8(25%) (32%)
24(75%) (32%)
32
Rural 6(24%) (24%)
19(76%) (25.4%)
25
Total 25 75 100
Table 4.8 reveals that, the respondents are not that much brand loyal in coir products. From table
4.8 , we can see that 75% of respondents are buying coir product from other stores also.
Graph 4.8 Area and Brand Loyalty (Only purchasing from Coir Board)
Table 4.9 Period of Customership and Brand Loyalty.
Only from Coir
Board
Period
Yes No Total
1-2 Years 7
(14.9%)
(28%)
40
(85%)
(53.4%)
47
2-5 Years 12
(37.5%)
(48%)
20
(62.5%)
(26.7%)
32
More than 5 years 6
(28.5%)
(24%)
15
(71.4%)
(20%)
21
Total 25 75 100
Table 4.9 shows that, 47% of the total respondents belonging to 1-2 years of customership, 32%
have 2-5 years of experience with the company and 21 % respondents have more than 5 years of
customership.
Graph 4.9 Period of Customership and Brand Loyalty.
Table 4.10 Income and Brand Loyalty
Only from Coir Board
IncomeYes No Total
25000-1 lkh 6(17.1%) (24%)
29(82.8%) (38.7%)
35
1 lkh to 2 lkh 15(33.4%) (60%)
30(66.7%) (40%)
45
Above 2 lkh 4(20%) (16%)
16(80%) (21.4%)
20
Total 25 75 100
The table 4.10 is an extension of table 4.9 cross tabulated with income. It says that the total of
brand loyal respondents 75% constituted by 38.7% 25,000- 1 Lakhs category, 40% from 1-2
Lakhs category and 21.4% respondents have more than 2 lakhs of income
Graph 4.10 Income and Brand Loyalty
Table 4.11 Gender and Opinion about Coir Board
Opinion
Gender
Coir Board is
the Best
Coir Board is not
the best
Total
Male 41
(68.4%)
(62.1%)
19
(31.7%)
(55.9%)
60
Female 25
(62.5%)
(37.8%)
15
(37.5%)
(44.1%)
40
Total 66
34
100
Table 4.11 reveals that, among the total respondents, 66% of respondents have an opinion like
Coir Board is the best and 34% of respondents says coir board is not the best.
Graph 4.11 Gender and Opinion about Coir Board
Table 4.12 Living Area and opinion about Coir Board.
Opinion
Area of living
Coir Board is the Best
Coir Board is not the best
Total
Urban 23(53.4%) (34.8%)
20(46.5%) (58.8%)
43
Semi Urban 24(75%)
(36.3%)
8(25%)
(23.5%)
32
Rural 19(76%)
(28.7%)
6(24%)
(17.6%)
25
Total 66 34 100Table 4.12 is an extension of table 4.11 cross tabulated with area of living. When opinion cross
tabulated with living area, we can see that the total 66% of respondents who think coir board is
the best constituted by 34.8% from urban area, 36.3% from semi urban area and 28.7% from
rural area.
Graph 4.12 Living Area and opinion about Coir Board.
Table 4.13 Gender And satisfaction towards Behaviour of staffs
Behaviour
Gender
Good Average Low Total
Male 24
(40%)
(57%)
27
(45%)
(65.8%)
9
(15%)
(53%)
60
(60%)
Female 18
(45%)
(42.8%)
14
(35%),
(34%)
8
(20%)
(47%)
40
(40%)
Total 42
(42%)
41
(41%)
17
(17%) 100
Table 4.13 is about the satisfaction of customers towards staffs’ behavior. The table infers that,
42% of the respondents are very happy with the behavior, 41% of respondents mentioned it as
average and only 17% felt it as low
4.13 Gender And satisfaction towards Behaviour of staffs
Table 4.14 Living area and satisfaction towards behavior of staffs.
Way of Info
Area of living
Good Average Low Total
Urban 15(34.9%) (35.7%)
20(46.5%) (48.7%)
8(18.6%)(47%)
43
Semi Urban 12(37.5%) (28.5%)
15(46.8%) (36.5%)
5(15.6%)(29.4%)
32
Rural 15(60%)
(35.7%)
6(24%)
(14.6%)
4(16%)
(23.5%)
25
Total 42 41 17 100
Table 4.14 shows satisfaction towards staffs’ behavior on the basis of living area. The table
shows that the total column of low constituted by 47% of urban area. So it is clear that, urban
area people seeks more good behavior from staffs’ side.
Graph 4.14 Living area and satisfaction towards behavior of staffs.
Table 4.15 Gender and ambiance of the store Opinion
Gender
Good Averge Poor Total
Male 19(31.7%)(63.3%)
26(55.3%)(43.3%)
15(25%)
(65.2%)
60(%)
Female 11(27.5%)(36.7%)
21(44.7%)(52.5%)
8(20%)
(34.8%)
40(%)
Total 30(%)
47(%)
23(%)
100(%)
Table 4.15 shows that 30% of respondents opinion was Ambience of the store is good,47% of
respondents saying average, and 23 % of respondents saying poor. From 30% of respondents
considers 19% of male & 11% of female, From 47% of respondents considers 26% of male & 21
% of female, From 23% of respondents considers 15% of male & 8% of female. so majority of
awareness about the ambiance of the store is male respondents& ambiance of the store is
average.
Graph 4.15 Gender and ambiance of the store
Table 4.16 Income and ambiance of the store Opinion
Income
Good Averge Poor Total
25,000-1 Lkh 15(50%)
(42.9%)
12(34.3%)(25.5%)
8(26.7%)(22.9%)
35(%)
1 Lkh-2 Lkh 9(30%)(20%)
22(46.8%)(48.9%)
14(31.1%)(60.9%)
45(%)
Above 2 Lkh 6(20%)(30%)
13(27.7%)(65%)
1(4.3%)(5%)
20(%)
Total 30(%)
47(%)
23(%)
100(%)
Table 4.15 Reveals that below 1Lkh income based respondents are 35%,1Lkh-2Lkh income
based respondents are 45%,&above 2Lkh income based respondents are 20%.From total
respondents, 30% of customers agreed ambiance of the store is good,47% of customers opinion
is average & 23% of customers opinion is poor.1-2 Lkh income based customers are more aware
about the ambiance of the store.
Graph 4.16 Income and ambiance of the store
Table 4.17 Period of customership and lastability of product Lastability/Period
High Medium Low Total
1-2 yrs 18(38.3%)(51.4%)
21(44.7%)(44.7%)
8(17.02%)(44.4%)
47(%)
2-5 yrs 9(25.71%)(28.1%)
15(31.91%)(46.9%)
8(25%)
(44.4%)
32(%)
Above 5 yrs 8(51.42%)(38.09%)
11(23.40%)(53.4%)
2(11.11%)(9.52%)
21(%)
Total 35 47 18 100
Table 4.17 Shows lastability of products is deals with the period of customership.35% of
customers opinion is lastability of products is high,47% of customers opinion is medium,& 18 of
customers saying Low .so the lastability of the product is below 5yrs.
Graph 4.17 Period of customership and lastability of product
Table 4.18 Income and and lastability of product Lastability
Income
High Medium Low Total
25,000-1 Lkh 16(45.7%)(45.7%)
14(29.8%)(40%)
5(14.3%)(27.8%)
35(%)
1 Lkh-2 Lkh 11(31.4%)(24.44%)
26(55.3%)(57.8%)
8(17.8%)(44.4%)
45(%)
Above 2 Lkh 8(22.9%)(40%)
7(14.9%)(35%)
5(27.8%)(25%)
20(%)
Total 35(%)
47(%)
18(%0
100(%)
Table 4.17 infers that From Below 1Lkh income based customers (35%),16% is highly
satisfied,14% satisfaction is average& 5% is low satisfaction.From 1Lkh-2Lkh income based
customers(45%),11% of customers are highly satisfied,26% of customers are average& 8% of
customers are less satisfied.From above 2Lkh income based customers(20),8% of customers are
saying highly satisfied,7% of customers satisfaction is average& 5% of customers less satisfied.
Graph 4.18 Income and and lastability of product
Table 4.19 Gender and Quality of products
Opinion
Gender
Good Average Poor Total
Male 19(31.7%)(63.33%)
30(53.6%)(50%)
11(18.3%)(78.65)
60(%)
Female 11(36.7%)(27.5%)
26(46.4%)(65%)
3(7.5%)(21.4%)
40(%)
Total 30(%)
56(%)
14(%)
100(%)
Table 4.19 shows that the quality of products is average and also good.30% of peoples opinion
isThe quality of product is good,56% of customers opinion is average&14% of customers
opinion is poor.
Graph 4.19 Gender and Quality of products
Table 4.20 Best part of Coir Board and Living area Areaopinion Urban Semi urban Rural Total
Quality
11
(25.6%)(42.3%)
8
(25%)(30.8%)
7
(26.9%)(28%)
26(%)
Versatility12
(27.9%)(40%)
10(31.2%)(33.3%)
8(26.7%)(32%)
30(%)
Price 7(16.3%)(43.8)
6(18.8%)(37.5%)
3(18.8%)(12.%)
16(%)
Market goodwill 13(30.2%)(46.4%)
8(25%)
(28.6%)
7(25%)(28%)
28(%)
Total 43(%)
32(%)
25(%)
100(%)
Table 4.20 shows the best part of coir board.From total percentage of customers,30% of
customers prefere versitality,26% of customers prefer Quality,16% of customers prefer price&
28% of customers prefer arket goodwill.so the majority of customers is saying the best part coir
board is versitality,& the Quality & market goodwill also equaly important.
Graph 4.20 Best part of Coir Board and Living area
Table 4.21 Best part of Coir Board and Gender Genderopinion
Male Female Total
Quality
15(25%)
(57.7%)
11(42.3%)(27.5%) 26(%)\
Versatility17
(28.3%)(56.7%)
13(43.3%)(32.5%)
30(%)
Price 10(62.5%)(16.7%)
6(37.5%)(15%)
16(%)
Market goodwill 18(64.3%)(30%)
10(25%)
(35.7%)28(%)
Total 60(%)
40(%)
100(%)
Table 4.21 shows that the best part of coir board by quality,versitality,price &market goodwill.
the male customers are more aware about the coir board better than female customers.From 60%
of male customers,17% are prefer versitality&18% will considers market goodwill. From 40% of
female customers,13% are prefer versitality&11% of customers prefer quality. so Quality,Market
goodwill & Versitality is equaly important.
Graph 4.21 Best part of Coir Board and Gender
Table 4.22 Gender and way of problem solving
Opinion Gender
Effective Neutral Ineffective Total
Male 32(53.3%)(69.6%)
18(30%)
(51.4%)
10(16.7%)(52.6%)
60(%)
Female 14(35%)
(30.4%)
17(48.6%)(42.5%)
9(22.5%)(47.3%)
40(%)
Total 46(%)
35(%)
19(%)
100(%)
Table 4.22 infers that, the way of problem solving is very effective . from 60% of customers
opinion is the way of problem solving is very effective. From 40% of female customers 14% are
agreed with male customers.
Graph 4.22 Gender and way of problem solving
Table 4.23 Income and Way of problem solving Opinion Income
Effective Neutral Ineffective Total
25,000-1 Lkh 14(40%)
(30.4%)
11(31.4%)(31.4%)
10(52.6%)(28.6%)
35(%)
1 Lkh-2 Lkh 24(53.3%)(52.3%)
16(35.6%)(45.7%)
5(11.1%)(26.3%)
45(%)
Above 2 Lkh 8(40%)
(17.4%)
8(40%)
(22.9%)
4(20%)
(21.1%)
20(%)
Total 46(%)
35(%)
19(%)
100(%)
Table 4.23 shows that,From below 1Lkh income based customers 14% of customers opinion is
the way of problem solving is effective & 11% of customers are satisfied.from 1-2 Lkh, 24% of
customers opinion is effective & 16% of are saying satisfied . From above 2Lkh, 8% of
customers are saying effective & 8% of customers are saying neutral.
Graph 4.23 Income and Way of problem solving
Table 4.24 Period of customership and relationship strategy. Opinion Period
High Medium Low Total
1-2yrs 19(40.4%)(44.2%)
16(34.04%)(44.4%)
12(25.5%)(57.14%)
47(%)
2-5 yrs 12(27.9%)(37.5%)
14(43.8%)(38.9%)
6(18.8%)(28.6%)
32(%)
Above 5 yrs 12(57.1%)(27.9%)
6(16.7%)(28.6%)
3(14.3%)(14.3%)
21 (%)
Total 43(%)
36(%)
21(%)
100(%)
Table 4.24 shows that the Customer relationship is depends on the purchasing period of time.
From table 43% of customers are highly satisfied,36% of customers are average& 21% of
customers are less satisfied.From the catogory of above 5yr, 12% of customers are highly
satisfied.
Graph 4.24 Period of customership and relationship strategy.
Table 4.25 Period Gender and relationship strategy. opinion Gender
High Medium Low Total
Male 28(46.7%)(65%)
21(35%)
(56.8%)
11(18.3%)(22.5%)
60(%)
Female 15(34.8%)(37.5%)
15(37.5)
(41.7%)
10(25%)
(47.6%)
40(%)
Total 43(%)
36(%)
21(%)
100(%)
Table 4.25 shows that, 43% of customers are highly satisfied from the customer relationship of
coir board. From 60% of male customers 28% of customers are highly satisfied. From 40% of
female customers 15% of are highly satisfied.
Graph 4.25 Period Gender and relationship strategy.
Table 4.26 Income and price Opinion
Income
Low High Total
25000- 1 Lakhs 24(68.6%)
(31.6%)
11(31.42%)
(45.8%)
35(%)
1-2 Lkh 36(47.3%)
(80%)
9(20%)
(37.5%)
45(%)
2yrs 16(21.05%)
(80%)
4(16.7%)
(20%)
20(%)
Total 76(%) 24(%) 100(%)
Table 4.26 shows that, From below 1Lkh income based customers,24% of are satisfied with the
price.from 1-2Lkh,36% of satisfied with price&From above 2Lkh,16% customers satisfied with
price.Majority of the satisfaction of price is very high
Graph 4.26 Income and price
Table 4.27 Gender and Price Opinion
Gender
Less High Total
Male 60(76.7%)(60.5%)
14(23.3%)(58.3%)
60(%)
Female 30(39.4%)(75%)
10(25%)(41.7)
40(%)
Total 76(%) 24(%) 100(%)
Table 4.27 infers that, From 60% of male customers,46% respondents are satisfied with price.
From 40% of female customers, 30% of are satisfied with price. the ratio of satisfaction about the
price is 2:3.
Graph 4.27 Gender and Price
Table 4.28 Period of customership and PriceOpinion
Period
Yes No Total
1-2 yrs 34(72.3%)(44.7%)
13(54.2%)(27.7%)
47(%)
2-5yrs 28(36.8%)(87.5%)
4(12.5%)(16.7%)
32(%)
Above5yrs 14(18.4%)(66.7%)
7(27.26%)(33.3%)
21(%)
Total 76(%) 24(%) 100(%)
Table 4.28 shows that 1-2 yrs 34% of customers satisfied with price. It Refers recent 1-2 yrs the price level going customers satisfied manner. The overall satisfaction of product is high. The recent years they are following better pricing strategies.
Graph 4.28 Period of customership and Price
Table 4.29 Income and satisfaction towards discountOpinionincome
Yes No Total
25000- 1 Lkh23
(65.7%)(35.4%)
12(34.3%)(34.3%)
35(%)
1-2 Lkh 28(62.2%)(43.1%)
17(37.8%)(26.2%)
45(%)
Above 2 Lkh 14(70%)
(21.5%)
6(30%)
(17.14%)
20(%)
Total 65(%) 35 100(%)
Table 4.29 Inferes that the satisfaction of customers in discounts from coir board during festival
season,From total respondents of customers, 65% respondents are safisfied with the
discounts,35% of customers not satisfied.From 1-2 Lkh income based customers are highly
satisfied compare to below 1Lkh and above 2Lkh catogorised customers
Graph 4.29 Income and satisfaction towards discount
Table 4.30 Gender and satisfaction towards discount OpinionGender
Yes No Total
Male 43(71.7%)(66.2%)
17(28.3%)(48.6%)
60(%)
Female 22(33.8%)(55%)
18(51.4%)(45%)
40(%)
Total 65(%) 35(%) 100(%)
Table4.30 shows that 65% of customers are satisfied with the discounts,43% of customers are
male& 22% of customers are female. From the table male customers are prefer more discounts
for the products.35% of customers are not satisfied with the discounts. Its lack awareness about
discounts during festival season.
Graph 4.30 Gender and satisfaction towards discount
Table 4.31 Gender and Damage during consumption OpinionGender
Yes No Total
Male 16(26.7%)(57.1%)
44(73.3%)(61.1%)
60(%)
Female 12(42.9%)(30%)
28(70%)
(38.9%)
40(%)
Total 28(%) 72(%) 100(%)
Table4.31 shows that From total of respondents 72% respondents are saying they does not have
any errors or complaints coir board and coir products.It is because way of problem solving and
cutomer relationship is very effective.
Graph 4.31 Gender and Damage during consumption
Table 4.32 Period of customership and Damage during consumption Opinion
Period
Yes No Total
1-2 yrs 12(25.5%)(42.9%)
35(74.5%)(48.6%)
47(%)
2-5yrs 7(25%)
(21.9(%)
25(78.1%)(34.7%)
32(%)
Above5yrs 9(32.1%)(48.9%)
12(57.1%)(16.7%)
21(%)
Total 28(%) 72(%) 100(%)
Table 4.32 shows that From Above 5yrs categorised customers(21%),9% of respondents are
saying they have complaints,12% respondents are saying they does not have any complaints
during the purchasing years. Because of the customer relationship strategy, Market goodwill &
quality of products is very effective and high.
Graph 4.32 Period of customership and Damage during consumption
Table 4.33 Living area and Communication process with the company OpinionArea Effective Neutral Ineffective Total
Urban21
(48.8%)
(43.8%)
14(32.6%)(43.8%)
8(18.6%)(40%)
43(%)
Semi Urban18
(56.3%)(37.5%)
9(28.1%)(28.1%)
5(15.6%)(25%)
32(%)
Rural9
(36%)(18.7%)
9(36%)
(28.1%)
7(28%)(35%)
25(%)
Total 48(%) 32(%) 20(%) 100(%)
Table 4. 33 Refers that the communication process of coir board is very effective in urban area
compared to semi urban and rural area.But related to rural area the communication process is
very less.It is because of less awarness about the coir board and coir products& lack of
advertizments.48% of respondents are saying effective communication process 21% of are from
urban area,18% from semi urban area& 9% from rural area
Graph 4.33 Living area and Communication process with the company
Table 4.34 Period of association and Communication process with the company Opinion period
Effective Neutral Ineffective Total
1-2 yrs 20(42.6%)(41.7%)
12(25.5%)((37.5%)
15(31.9%)(75%)
47(%)
2-5yrs 17(53.1%)(35.4%)
13(40.6%)(40.6%)
2(6.2%)(10%)
32(%)
above 5yrs 11(52.3%)(22.9%)
7(21.8%)(33.3%)
3(15%)
(14.3%)
21(%)
Total 48(%) 32(%) 20(%) 100(%)
Table 4.34shows that the customer relationship from the period of 1-2 yrs is very
effective(20%).Above 5yrs categorised customers opinion is the customer relationship is
effective related to others. The recent years they provide better tools for improvement of
customer relations.
Graph 4.34 Period of association and Communication process with the company
Table 4.35 Gender and Opinion Opinion
Gender
Price Quality Brand name Total
Male 20(33.3%)(67.7%)
28(46.7%)(57.1%)
12(20%)
(57.11%)
60(%)
Female 10(25%)
(33.33%)
21(52.5%)(43.9%)
9(22.5%)(43.6%)
40(%)
Total 30(%)
49(%)
21(%)
100(%)
Table 4.35 Shows that the majority of customers prefer the Quality of products. From total
percentage of respondents 49% of customers are prefers the quality of products.30% of
customers are consider price and 21% of customers consider the brand name.
Graph 4.35 Gender and Opinion
Table 4.36 Income and Opinion Opinion
Income
Price Quality Brand name Total
25,000-1 Lkh 12 (34.3%)(40%)
16 (45.7%)(32.7%)
7 (20%)
(33.33%)
35(%)
1 Lkh-2 Lkh 11 (24.4%)(36.7%)
24 (53.33%)(48.9%)
10(47.6%)(22.22%)
45(%)
Above 2 Lkhs 7 (35%)(23.3%)
9 (45%)
(18.36%)
4(20%)
(19.04%)
20(%)
Total 30(%)
49(%)
21(%)
100(%)
Table 4.36 shows Infers that the below 1Lkh income based customers are 35%,1Lkh-2Lkh
income based customers are 45%,Above 2Lkh income based customers are 20%.From Total
percentage of customers, 49% of are provide more preference to the quality of product. Secondly
they prefer the price of the product. And lastly they prefer the brand name.
Graph 4.36 Income and Opinion
Table 4.37 Gender and Overall satisfaction Opinion
Gender
High Medium Low Total
Male 22 (36.7%) (57.9%)
24(40%)
(58.53%)
14 (23.33%) (66.7%)
60(%)
Female 16 (40%)
(42.1%)
17(42.5%)(41.5%)
7 (17.5%) (33.3%)
40(%)
Total 38(%)
41(%)
21(%)
100(%)
Table 4.37 shows the overall satisfaction of coir board products.From Total number of respondents, 60% of are male customers and 40% of are female customers.22% of male customers & 16% of female customers are highly satisfied. Majority of customers’ satisfaction is average from the total number of customers.Graph 4.37 Gender and Overall satisfaction
Chapter-5
Findings and Suggestions
Findings
Through the light of this study, the author found some advantages and disadvantages in
the existing customer relation system. The author also suggests some ways to overcome
those disadvantages faced by the company.
Following are the major findings identified by the author from the study.
The study revealed that the public awareness of Coir Board is high and it builds
reputation and trust in the market. The reason behind this large scale awareness is
positive word of mouth. Since Coir Board is a government undertaken organization,
people used top trust without fear.
The study infers that, Coir Board have lack of sales promotional activities such as
advertising, trade fairs, exhibitions, seminars, etc. it is quite important that an
organization should be visible to public and public should feel comfort to buy it. A good
advertising effort and other similar activities will promote the brand name up to an
extent.
The study shows that customers are not that much brand loyal on coir products. It is not
only for coir board, the entire coir sector don’t have that much role for brand loyalty
Majority of the customers are happy with the ability and behaviour of staffs, even though
17% of customers felt it as poor, this have to enquire.
Since a retail outlet is directly interacting with customers, it should be well settled with
all the needed facilities and it should get a good ambiance. The study infers, majority of
the respondents felt it only as average
The reason behind every successful business lies on its’ quality. This study found that
majority of the customers mentioned it as average and a less number people rated as low.
Even the number is less, it should be enquired and rectify.
The study revealed that, majority of the customers have an opinion that, Coir Board have
an excellent customer relationship strategy and only very less people mentioned it as
poor.
This shows that Coir Boards’ customer relationship strategy is good and it helps in
building brand reputation.
Majority of the customers mentioned lastability as average. Only a less number
mentioned it as good. This may be because of the bad effect they faced.
According to the respondents’ opinion, the price of Coir Board products are not that
much high. About 76% respondents mentioned it as low and rest only mentioned it as
high.
Suggestions
While we looking at the overall satisfaction, we can see that, majority of the respondents
mentioned it as medium. To improve the responses from medium to good Coir Board
have to install some other formulas. Following are some suggestions mentioned by the
author for strengthening the Customer Satisfaction
Proper advertising and large number of trade fairs will make more goodwill and people
get noticed by those things. To catch the market, Coir Board can do these kind of things.
To build brand loyalty in customers’ mind, it is possible to provide certain special
schemes such as old replacement, special packaging, etc
To rectify the problems and improve the sales, Coir Board can provide training to all
levels of staffs, who are dealing directly or indirectly with the affairs.
Currently staffs are not getting incentives on the basis of sales. When there is an incentive
scheme, staffs began to work hard to convince people and ultimately that leads to more
profit to the organization.
To improve quality of product, it is possible to start a new wing to ensure the desired
quality and needed development in the field.
To improve lastability and quality, encourage and sponsor research works from educated
youth.
A well established customer retention strategy will help an organization to retain the
existing customers. Some studies showed that it is 3 times cheaper to retain existing
customers rather than spending money to attract more customers.
Chapter-6
Conclusion
Conclusion
Customer Satisfaction is very much essential in every industry. In today’s scenario proper
quality and after sales service should be provided to the customers as it will help in retaining the
customers and attracting more. This study was done in Coir Board, which is a government
undertaken company. The study conducted to identifying the importance of maintaining the
satisfaction level of customers by providing good quality and service
The study helped to understand the present condition in area of Customer Satisfaction
Management and service. Customers have more choices and channels, available on demand.
Organizations must earn goodwill with every interaction in increasing market complexity. Thus
organizations should maintain Customer relationship and regard customers as their assets.
Coir Board is an apex institution in the field of Coir Board. Since Coir Board is a government
undertaken organization, the aim of Coir Board is not only profit, but also the industrial growth.
The study consist of both questionnaire survey and observation survey. A structured
questionnaire is used to obtain feedback from the customers. The data was analysed on the basis
of variables fixed such as gender, income, period of customership and area of living.
The data analysis revealed that the customers of Coir Board are happy and only few numbers felt
it as a bitter experience. Even though some areas like Staffs’ ability, lastability, etc should be
improved
The whole study revealed the fact that the existing Customer Satisfaction level in Coir Board is
sufficient except some minute areas. So by implementing more effective managerial actions, it is
possible to add more profit to the organization.
The author hopes this study will definitely help the organization to improve up to a certain level.
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Appendix
Customer Satisfaction, Coir Board products, Questionnaire 1. Name :
2. Gender : Male Female
3. Annual Income : 25,000-1 lakh 1 lakh-2 lakhs Above 2 lakhs
4. Where you are living? Urban Area Semi Urban Area Rural Area
5. From where did you hear about Coir Board?
Advertisements Trade Fairs Family and Friends
6. How long you have been a customer of Coir Board
1-2 Yrs 2-5 Yrs Above 5 Yrs7. Are you conscious about the brand name “Coir Board”?
Yes No
8. Are you purchasing Coir products only from Coir Board?Yes No
9. Do you think, Coir Board is the best in the Field of Coir Products?Yes No
10. Which you will consider more?Price Quality Brand Name
11. How you will rate the collection in of shop?Good Average Poor
12. How you will rate the ambiance of the store?Good Average Poor
13. How you will rate the Quality of Products?Good Average Poor
14. How satisfied are you with the behavior of the staffs?High Medium Low
15. What you think as the best part of Coir Board?Quality Versatile Collection Price Market Goodwill
16. How you will rate the lastability of products?High Medium Average
17. Are you satisfied with the price?Yes No
18. Are you satisfied with the discount provided by Coir Board during the festival season?
Yes No
19. Have any error or complaint arisen during the consumption of products?
Yes No
20. What you think about the communication process with Coir Board?Effective Neutral Ineffective
21. How you will rate with the way problems are solving?Effective Neutral ` Ineffective
22. How effective is the Coir Boards’ Customer Relationship strategy?High Medium
23. How you will rate the overall satisfaction from Coir Board Products?High Medium Low
24. What suggestions you can give to Coir Board to improve efficiency in performance? Please
write down.
