IDSG First Grade College

CONTENTS
CHAPTER 1
INTRODUCTION
CHAPTER 2
COMPANY PROFILE
CHAPTER 3
RESEARCH
METHODOLOGY
DESIGN
AND
CHAPTER 4
DATA PRESENTATION, ANALYSIS
AND INTERPRETATION
CHAPTER 5
FINDINGS
CONCLUSION
AND
SUGGESTION
&
CHAPTER 6
ANNEXURE
CHAPTER 6
IDSG First Grade College
BIBLOGRAPHY
Chapter no. 1
Introduction
1.1
What is Customer Satisfaction?

Customer Satisfaction is 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.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors. The level of satisfaction
can also vary depending on other options the customer may have and other products
against which the customer can compare the organization's products. Because satisfaction
is basically a psychological state, care should be taken in the effort of quantitative
measurement.
There are ten 'Quality Values' which influence satisfaction behavior, 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.
1.2 Need for the study:

For the success of every business customers are at the core center. Customers are the one
who consume and use the product. So they decide what to buy and what not to buy.
Products or services which meets the requirement or the needs are preferred. But in any
business or industry there is no monopoly of one company, there are always competitors.
These competitors never let you standby.
External environmental factors, internal factors, influence the scope of the business. So in
such a competitive environment customer satisfaction becomes of prime importance. If
customers are satisfied they will become an asset for the company on whom it can rely.
But if the customers are dissatisfied they will switch over to competitors brand and will
be a loss for the company.
Effective marketing focuses on two activities: retaining existing customers and adding
new customers. Customer satisfaction measures are critical to any product or service
company because customer satisfaction is a strong predictor of customer retention,

customer loyalty and product repurchase.
Customer who are satisfied are also loyal. So there is less possibility that they will revoke
to the company. So in such scenario customer satisfaction needs to be analyzed. It will
give an insight into where the company is falling short of the expectations of the
customers. So that it can improve upon it and gain customer satisfaction.
In the printer industry HP, Samsung, Epson are some of the competitors of Canon. In
such a competitive market Canon cannot afford to miss on the customers. So it becomes
necessary to know the customer satisfaction. In printer industry market share wise HP are
the leaders. To take over the top position Canon needs to be the best company and for it
,it should satisfy its customers. So this research project becomes critical and important
from Canons perspective.
Objective of the Research

Defining the objective is the crucial part of any research. If the objective are not clear the
research cannot identify the problem and thus cannot find a solution to the problem.
Primary Objective:
To study customer satisfaction of Canon printers users in Chikmagalur.
Secondary Objective:
1) To identify the areas of dissatisfaction related to Canon printers.
2) To identify the areas on which company should focus to improve the
product.
3) To tap the Latent market for the Inkjet and Laser printers.
4) Promotion of different inkjet, lasers and all in one printers.
Scope of the study
Product Scope :This study is only restricted to the printer section i.e. inkjet, lasers and
all in one.
Geographic Scope :-
The project was conducted for the Chikmagalur region only.

Also this project is limited to 50 samples only .
Chapter no.2
Company Profile
2.1 Company Name and History:

Name of the Company: Canon Inc.

Founded : August 10, 1937
Headquarters:
30-2, Shimomaruko 3-chome, Ohta-ku, Tokyo 146-8501, Japan.
Canon started out as a company with a handful of employees and a burning

passion.
That company soon became a world-renowned camera maker and is now a global
multimedia corporation. However, the origins of our success remain unchanged: the
passion of our early years and technological expertise amassed over more than 60 years.
Canon Inc. is a global leader with total revenue of about US$ 45 billion in 2008,
in photographic and digital imaging solutions. Its global network now includes 239
companies, employing some more than 131,352 people. Five Technology imaging'
engines of Optical, Electro photography, Canon is the world leader in office automation
and digital imaging technologies.
Since 1990, Canon has used numerous types of recycled plastic in exterior
housings and other product parts in cooperation with resin manufacturers in Japan and
abroad. Sandwich molding, in which recycled plastic is sandwiched between layers of
virgin plastic, enables usage rates for recycled plastic of up to 30% in final products. So
Canon has been making eco friendly products from a period of time."Canon Group
Environmental Charter" has been introduced, global environmental promotion
organization are also described. Here the product is viewed in terms of its three stagesproduce, use and recycle - Canon contributes to minimizing environmental burden
through the effective application of environmental technologies.
2.2 Organizational Chart Of the Company:
Figure no. 2.2.1
2.3 Growth:
Canon India Private Limited, India 's No.1 Complete Digital Imaging Company,
has registered the highest growth in Eastern market in most of the product categories in
the first 5 months of 2009 over the same period last year. Canon is also a leading player
in East in the digital camera and digital copier multifunctional categories with 30%
market share in both. And Canon achieved 30% market share for laser printer nationally
during April 2009.
Canon India closed 2008 with revenues of Rs. 665 crores, which marked 31%
growth over 2007. Overall, Canon expects to touch revenue of 840 crores in 2009 and
1000 crores in 2010. Canon will invest 100 crores in India this year.
Canon is said to be a Technology Innovators, With over 1100 registered patented
technologies in Digital Cameras, 2300 in inkjet printers, 5600 in multifunctional printers
and more than 200 in scanners, Canon has emerged as one of the leading technology
innovators in the digital imaging space worldwide.
Canon is said to be a Technology Innovators, With over 1100 registered patented

technologies in Digital Cameras, 2300 in inkjet printers, 5600 in multifunctional printers
and more than 200 in scanners, Canon has emerged as one of the leading technology
innovators in the digital imaging space worldwide.
Canon has gained the Second rank in the year 2002, 2003, 2005. And in rest of
the years from 1999-2008 they were ranked Third
TOP 10 CORPORATIONS RECEIVING U.S. PATENTS 2008
(Source: United States Patent and Trademark Office)
10
rank
2008*
Company
No.
IBM
4,164
Samsung Electronics
3,518
Canon
2,114
Microsoft
2,027
Intel
1,777
Panasonic
1,737
Toshiba
1,614
Sony
1,499
Fujitsu
1,493
10
Hewlett-Packard
1,420
11
2.4 Different Products:

Office Imaging Products:-
The imageRUNNER 1025N

The imageRUNNER 1025N is designed with small businesses and workgroups in mind.
Operating at speeds of up to 25 pages-per-minute (LTR), the imageRUNNER 1025N
model supports digital copying, network printing, automatic duplexing, and color
scanning features, along with the added convenience of a 50-sheet Duplexing Automatic
Document Feeder.
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The imageRUNNER 1025N provides a compact desktop design as well as all the
functionality needed in a single multifunction solution. Plus, its expandable paper
capacity helps maintain uptime for every user.
Delivering durable performance with high-end capabilities, the imageRUNNER 1025N
device is designed to redefine small office and workgroup efficiency.
Copying Machines
Canon iR1024iF
Further Information
Added intelligence helps the iR1024iF stand out as a multifunctional printer with real
power. Print, copy and fax in black and white, and scan and send information in colour true versatility at your desk.
Benefits
Print / copy / fax at 24 pages per minute
Double-sided documents
Scan and send to email in colour
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Document feeder
1200 dpi print resolution
Desktop operation - great for small businesses
Easy network set-up
Energy save & instant recovery
Canon IR3300
Built on Canon's newly developed, network-oriented architecture called imagePlatform,
the imageRUNNER 3300 offers a 33 page-per-minute speed and the highest levels of
image quality, network integration and elevated multi-tasking capabilities in the market.
The imageRUNNER 3300 ships as a standalone digital copier, supporting many
advanced copying features, as well as the local scanning of documents into an internal
image server Mailbox system. And, with its modular design, customers can easily add
network printing, Super G3 Fax capabilities, and network scanning as needed.
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With a standard internal 5.1GB Image Server with 128MB RAM, the imageRUNNER
3300 supports many advanced features including Scan-Once-Print-Many, Copy
Reservation, Job Build, Confidential Mailboxes and more. Offering standard Automatic
Trayless Duplexing, a large 4,550-sheet maximum paper capacity and the most
advanced finishing features in its class, the imageRUNNER 3300 is designed to deliver
enhanced productivity to workgroups and departments.
Computer Peripherals :-
CanoScan 5600F
High-Quality 4800 dpi1 Scanner for Documents and Films.

This is high-performance scanning at its best. The high-luminance white LED lamps use
less power and enable scanning immediately after you press the power button. Seven EZ
Buttons automate the scanning processso it's simple to scan, copy and create emails
and multi-page PDFs. To make it even easier, the new Auto Scan Mode detects your type
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of original, then scans and saves it with the optimal settings. How fast? A letter-sized
color scan takes only about 11 seconds2.
You're going to love the results, with outstanding color dpi resolution up to 4800 x 9600.
For convenience, you can batch-scan up to six 35mm frames or four 35mm slides at
once. Please click on the image below to view the related video.
Canon LASER SHOT LBP9100Cdn

The Canon LASER SHOT LBP9100Cdn is a colour laser printer designed to deliver
speedy and high-quality prints. This printer boasts Canon Advanced Printing Technology
(CAPT) and High Smart Compression Architecture (Hi-ScoA) technology to compress
data sent to the printer in order to reduce printing time. It can print both black-and-white
and colour documents at a speed of up to 20 pages per minute. The automatic duplex
feature of this printer facilitates printing on both sides of the paper to reduce wastage. It
boasts a resolution of 1200 dots per inch which means that prints produced using this
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printer are of fine quality. This printer comes with an in-built Ethernet port, which allows
users to connect it to an existing home or office network to print from multiple
computers. It is also equipped with a high-speed USB 2.0 port and can be connected to
any computer running on Windows 2000, Windows XP, Windows Vista, Mac OS 10.4.9
(or later versions) and Linux.
PIXMA PRO-100
High performance professional photo printing up to 13" x 19".
It's time to step up to the large format, professional quality printer you've been dreaming
about. The PIXMA PRO-100 Wireless1 Professional Inkjet Printer possesses the
functionality and technology you need to achieve high-quality output so your prints can
look as good as the images you capture. The 8-ink dye based ChromaLife 100+ system
provides you with an amazing color gamut so your prints will look as vivid as you
remember.
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The PIXMA PRO-100 shares technology with the rest of the PIXMA PRO line utilizing
the Optimum Image Generating System to ensure what you envision is exactly what
you get. The OIG System analyzes each area of the print and chooses the best ink
mixture so you see the colors you expect to see in your print.
The new Print Studio Pro2 plug-in software makes it even easier to get amazing results
from your favorite photo applications. Add to that connectivity options like Wi-Fi,
Ethernet and USB and you have a professional machine that easily fits into your
workflow that you can place anywhere around the studio.
Business Information Products:Computers,

Document Scanners,
Handy Terminals,
Calculators,
Electronic Dictionaries
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Cameras:-
Canon EOS 50D

Explore Photography.
Canon's new EOS 50D bridges the gap between the novice and the seasoned pro with a
perfect combination of high-speed and quality. It features an APS-C sized 15.1-megapixel
CMOS sensor for tremendous images, new DIGIC 4 Image Processor for fine detail and
superior color reproduction, and improved ISO capabilities up to 12800 for
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uncompromised shooting even in the dimmest situations. It features a refined 3.0-inch

Clear View LCD (920,000 dots) monitor, supercharged Live View Function with Face
Detection Live mode, plus a number of new automatic Image Correction settings and
HDMI output for viewing images on an HDTV. Pick up the EOS 50D and you'll
experience true digital inspiration!
Canon Power Shot A2400

Versatile Wonder
With the sleek and stylish Power Shot A2400 IS digital camera, capturing images the
way you see them is easy. Smart AUTO intelligently selects the proper camera settings
based on 32 predefined shooting situations, and Intelligent IS automatically optimizes
image stabilization, so every time you press the shutter, the captured image is clear and
beautiful. You'll shoot stunning 720p HD video too, simply by pressing the dedicated
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movie button. Packed with value, the A2400 IS has a 16.0 Megapixel Image Sensor for
deep, rich resolution in prints of any size, and Canon's DIGIC 4 Image Processor for
fast, reliable performance. With the 5x Optical Zoom with 28mm Wide-Angle lens and
Optical Image Stabilizer, you'll zoom in for spectacular close-ups and capture dynamic
wide shots.
Projectors:-
REALiS WUX450 Pro AV

The REALiS WUX450 Pro AV Compact Installation LCOS Projector features high
performance WUXGA (1920 x 1200) resolution and a lightweight (13 lbs), compact
(13.3" x 4.6" x 16.9") design. With an output of 4500 lumens, 2000:1 contrast ratio and
advanced AISYS technology, it delivers outstanding color richness and image
brightness and clarity while taking up less space than would be expected by a projector
with such powerful performance.
This projector is feature packed for outstanding performance with 4-corner keystone
correction, generous lens shift, and controls enabling exacting calibration. The projector
lens utilizes Canon's expertise in lens technology, featuring a fixed F-Stop of f2.8,
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making possible virtually no brightness loss throughout the zoom range, helping to
maximize performance with installation flexibility.
You will have more flexibility in installation as well, thanks to its small footprint, light
weight and true versatility your choice of mounting, whether horizontal, vertical or on
the ceiling. It is possible to create multi-projector arrays by stacking two REALiS
WUX450projectors thanks to the flat top and bottom design. A 12,000 hour long-life
filter makes maintenance easier than ever, while network management and streaming
content capability seamlessly integrates the REALiS WUX450 into your technical
infrastructure.
Optical and Other Products:Semiconductor Production Equipment,

Mirror Projection Mask Aligners for LCDs,
Broadcast-use Television Lenses,
Medical Image Recording Equipment,
Large-Format Inkjet Printers,
Vacuum Equipment for Electronic Components
22
2.5 Technology Used in Printers:
Figure No 2.5.1
For Superior Image Quality Canon has superior technology includes

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Microfine Droplet Technology :We redesign the ink nozzles and print head for the precise ink ejection and perfect
photo r reproduction.
ChromaPlus Technology: The new ChromaPlus technology has an additional red added to the original 6colour ink.
Colour Precision Distribution: Canon re-arranges print head for uniform colours rendition.
Photo Realism:How we make printouts look like silver-halide photographs.
FINE:Canon PIXMA printers incorporate the Full-photolithography Inkjet Nozzle

Engineering
(FINE) technology print head, which has more nozzles than competitors'
equivalent
models.
On Demand Toner Fixing Technology:-
24
In copying machines and laser beam printers, toner is fixed to the paper by heat and
pressure via the fixing roller. With conventional fixing-roller systems, the roller must be
kept hot at all times by a heater located in the center of the roller, even when in standby
mode. Canons on-demand SURF (Surface Rapid Fixing) technology employs a linear
ceramic heater and fixing-film sleeve with high thermal conductivity and low thermal
capacity.
Canon has also developed on-demand fixing technology for its color printers and copying
machines. One system utilizes a double-layer fixing-film sleeve, such as those used in
monochrome machines, which includes an intermediate rubber layer. In another, the base
layer of the fixing-film sleeve is made from thin metallic film instead of heat-resistant
resin and employs a three-layer structure which includes a rubber layer and release layer.
The inclusion of the soft rubber layer contributes to improved toner-fixing performance
and ensures the uniform application of heat to the toner to produce consistently highquality color images.
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2.5 Awards and Recognitions in 2008 :
Canon has notched up a total of 80 prestigious awards in 2008 in

recognition of the superior technology and quality of its products across
different segments. Canon was named as the Best Service Backup
Company of the Year by Better Photography magazine.

Canon India is certified for ISO 9001, ISO 14001 and OHSAS 18001. In
2006, the company was certified for its "Strong commitment to excel" at
the CII-EXIM Business Excellence Award.

In 2008 Canon has been ranked amongst top 10 employers in India in the
Business Today 'Best Companies To Work For In India' survey.
The list of product awards received in 2008 are as follows:
Digital Camera 28
Digital Camcorders 4
Digital SLR 12
Canon Lenses 10
All-in-one printers 6
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Best Retail IT company
Best Imaging Solution Company
Best Office Equipment
Best Service Backup Company 2007
2.6 Current Status of Organization :
Canon launched its regional outreach programmes across the country Amchi
Mumbai, Humari Delhi, Namma Bengaluru and Namma Chennai. The projects
were launched to create better connect with customers in these regions.
Canon launched 108 new products in 2008, the largest ever product launch in
India.
Canon launched 'Image Fest' which showcases all Canon cameras and photo
printing products by creating an exclusive edifice a traveling exhibition.
Canon took up sponsorship in the IPL Cricket tournament for the PowerShot range
of cameras, where every 4 and 6 hit was called a PowerShot.
To reinforce its focus on regional markets, Canon launched the Print City project
across 6 cities.
Canon introduced its major thrust in 3 new areas of production and graphic arts,
government business and system integration space.
Canon initiated green procurement and digitization to reduce paper wastes etc.
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Toner Cartridge Recycling Activities : In keeping with its corporate responsibility,

Canon pioneered the collection of used toner cartridges in 1990 as a voluntary
measure, even before regulations were established. It has been 17 years since we
started the program and now our initiatives go so far as to include stipulations on
green purchasing in Japan. To date, we have collected a total of 190,000 tons
globally.
Chapter no. 3
RESEARCH DESIGN AND
METHODOLOGY
28
What is a research?
A careful investigation or inquiry especially through search for a
new facts in any branch of knowledge. It is a systemized efforts to gain new
knowledge.
Types of research:
1)
2)
3)
4)
5)
6)
7)
8)
Descriptive
Analytical
Applied
Fundamental
Quantitative
Qualitative
Conceptual
Empirical
Data Sources:
There may be different types of data, some of the information may be published, while
some is unpublished, some is complete and some information as available without any
charge and some may acquire nominal expenditure. Its necessary for the research work
and the type of sources from which it is generally collected. The research problem
decides the nature of the sources of data they may be secondary data and primary data.
Data Collection:
29
The method to collect data was primary. Primary data is obtained through respondents,
whether through questionnaire or through personal interview. Collection of primary data
is done during the course of doing experiments in experimental research, but in case of
descriptive type and when survey performed, whether sample survey or census surveys,
then we can obtain primary data either through observations of through direct
communication with there are several methods of collecting primary data, particularly in
survey is descriptive research.
3.1 Sampling Design:

The population is the set of all respondents about which a researcher wishes to draw a
conclusion. In this project the respondents to be surveyed are the users of printers and
other printing equipments. Population will comprise of all those who can be our
respondents to meet our survey objectives. So the population comprises of the Xerox
centers, cyber cafes, small home offices, retail outlets, corporate offices, educational
institutes, schools, colleges. So this is our population.
A sampling unit is that element or set of elements considered for selection in
some stage of sampling. The one who will be the respondent and the concerned for the
survey is sampling unit. In our case sampling unit is the end user of the printer, one who
is actually using the printer. So the Xerox center, cyber cafes, small offices and the retail
outlets are our sampling units. Sampling frame was all the Xerox centers, cyber caf,
retail outlets, small home offices.
Sample size:
The sample size is 50 and it includes Xerox center, Cyber cafes, Retail shops,
Small home offices in Chikmagalur city.
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3.2 Sources and methods Data collection:

Primary Data:Primary data are those data which are collected for the first time, taking a sample,
representing a population. It is not a published data, it is problem specific data collected
by the researcher, first time. When primary data is published by researcher, it becomes
the secondary data for everybody, other than the researcher.
There are many methods of collecting primary data and the main methods include:
Questionnaires
Interviews
Focus group interviews
Observation
Case-studies
31
Secondary Data:
Quantitative: Census, housing, social security as well as electoral statistics and

other related databases.
Qualitative: Semi-structured and structured interviews, focus groups transcripts,

field notes, observation records and other personal, research-related documents.
A clear benefit of using secondary data is that much of the background work needed has
been already been carried out, for example: literature reviews, case studies might have
been carried out, published texts and statistic could have been already used elsewhere,
media promotion and personal contacts have also been utilized.
3.3 Sampling Techniques:

A probability sample is one that gives every member of the population a known chance of
being selected. So in this project the simple random sampling from the population was
used as a sampling technique. All are selected randomly.
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CHAPTER NO. 4
DATA PRESENTATION,
ANALYSIS AND
INTERPRETATION
33
1.
Canon printer users
Yes
No
Total
178
72
250
Table no.4.1
G RAPH NO.4.1
Interpretation: Majority of the respondents visited were using Canon printers. The
sample respondents were the customers of past 2 year of United Peripheral, Canons
product distributor in Chikmagalur. This shows that the majority of the respondents use
Canon printers.
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2. Duration of use of the printer

0-6months
6-12 months
1-2 year
More than 2
30
56
60
32
Table No 4.2
years
Graph No. 4.2
Interpretation: 52% of the respondents were using the printer for more than a year. And
48%
were newly added in last 1 year. So the respondents had a good experience with
the printer and can give their feedback about their satisfaction.
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3.Multiple Printers users

Yes
No
Total
133
45
178
Table No. 4.3
Graph No. 4.3
Interpretation: Most of the cyber cafes and Xerox centers have more than 1 printer.
Because they have more printing load , so there is a need for multiple printers .This saves
customers time and long waiting ques. To meet the demand they use multiple printers, it
may be of Canon or any other company.
4. Other printer used
36
Canon
HP
Samsung
Brother
Epson
Xerox
TOTAL
18
53
22
5
30
5
133
Table No.4.4
Graph No.4.4
Interpretation: From the graph we can see that the other printer used by respondent was
HP printer. HP is the most challenging competitor followed by Epson and Samsung.
These other printers includes All in one as well as inkjet and laser printers.
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5. Comparison with other printer used

Better
Good
Equivalent
Inferior
TOTAL
35
64
56
23
178
Table No.4.5
Graph No. 4.5
Interpretation: 56% of the respondents rated Canon printer good in comparison with the
other printers which they were using. This shows that Canon printers have edge over
other printers which the respondent is using
13% found it to be inferior to their other printer.
6. Number of Prints
38
Less than 10
10-20
20-50
50-100
More than 100
TOTAL
18
27
43
75
15
178
10%
15%
24%
42%
9%
100%
Table No. 4.6
Graph No. 4.5
Interpretation: The graph shows that 51% of the respondents have printing load more
than 50 pages per day. This is a sizable amount of print load, so they have to use more
than one printer.
7.Rated Importance OR priority of respondents
Graph No.4.7
Interpretation: The most important aspect while buying a printer is its price and quality.
So mostly all the respondents have given most importance to price, quality and
maintenance cost.
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Technology and availability of the printers had a mixed response but majority were neutral
to the importance of it. But after sales services accounted for important attribute to look
for while buying a printer. Company name also had an influence in decision of the
respondents.
While the printing speed of the printer did not had much of importance given to by the
respondents.
8. Features preferred while buying Canon printer

Quality
Technological
152
85%
Excellence
After Sales
118
66%
132
56
84
67
74%
31%
47%
38%
services
Easy to use
Printing speed
Anti Jam
139
90
89
63
78%
51%
50%
35%
price
Usage
Maintenance cost
Availiability
40
Interpretation: Above graph shows that the nearly all the respondents have given
importance to quality aspect of Canon printer while buying. Also Canon is known for its
onsite service so respondents have rated after sales service as second most important
aspect. Technological excellence of Canon printers have given them the share of priority
among the respondents. Price of the printer and the maintenance cost are also the other
aspects which have importance than other aspects.
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9. Satisfaction level of Customers
Yes
No
49
129
Interpretation: Customer are Satisfied with the price of the printer, but also many
respondents are neutral as well as dissatisfied, this is because of the low prices of
Samsung and Epson printers.
Most of the respondents were satisfied and highly satisfied with the quality of printer.
This again authenticates that the quality of Canon printers is best.
The dissatisfying aspect was the Maintenance cost, respondents were highly
dissatisfied and dissatisfied with the consumable cost of Canon printers.
Regarding the availability and ease of using the printer respondents gave a mixed
response and were satisfied with it.
10. Respondents who had a problem with the printer.
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Interpretation: Among all the respondents 28% of them had some functional problem
with their printer. Most of the respondents were using a printer more than 6 months. So
this shows that the problems do occur with the printer after using it for a period of time.
11. Respondents who informed to the service center about it.

Yes
No
36
13
43
Interpretation: 69% of the respondents have informed to the service center about their
problem. Still this figure is small because respondents have tried to sort out their problem
through other sources available in the market.
12. Respondents who got Onsite warranty.
Yes
26
No
10
TOTAL 36
44
Interpretation: 28% of the respondents did not get the onsite service. This is a sizable
portion of the respondents. This is one of the major issues which needs to be worked out
and improved upon. And is also one of the major region of dissatisfaction.
13. Respondents who got a solution to their problem.
Yes
No
41
8
45
TOTAL
49
Interpretation: Above graph shows that customers got a solution to their problem
irrespective of their source of repairing.
14. Respondents who said problem was repeated.

Yes
No
TOTAL
3
46
49
46
Interpretation: 3 respondents reported that the problem resurfaced after some time. So
we can say that the break down period is less.
15. Respondents who said other problem occurred after the service.
Yes
No
TOTAL
3
46
49
47
Interpretation: The response given indicate that still after the service problems occur.
Either the same problem occurs or the new problem takes place. These problems should
not occur. This shows that After sales service is not up to the mark.
16. Satisfaction level of After sales services.
Highly
dissatisfied
dissatisfied
Neutral
Satisfied
Delighted
TOTAL
10
9
14
1
36
48
Interpretation: Graph clearly shows that the respondents who had a problem and
approached service center for it, are dissatisfied with the service received. 14 were
satisfied and one was delighted. But the neutral, dissatisfied and highly dissatisfied part is
a major one, so it is a area of concern for Canon. And needs to be worked on.
17. Repeat Purchase of Canon printers.
Yes
102
No
76
TOTAL 178
49
Interpretation: 57% Respondents said they will buy the printer again ,but remaining were
not willing to buy the same. It may be because of after sales received were not upto their
expectation, and the high consumable costs.
18. Respondents who will tell others to buy.
Yes
105
No
73
TOTAL 178
50
Interpretation: 41% have responded that they will not tell others to buy the same printer.
This shows that those who are using the Canon printers are not confident enough to tell
others to buy. This is because of the high cost of consumables. Maintenance cost tends to
go a higher scale for Canon printers.
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CHAPTER NO. 5
FINDINGS, SUGGESTIONS
& CONCLUSION
5.1 Main findings:
Customer who are using Canon printers are totally satisfied with the Quality of the
product. On product front Canon printers are excellent, and many respondents have
rated it better than other competitors.
52
While buying a printer customers prefer price as well as quality. Maintenance cost is
also having importance, because it includes the consumables like toner, cartridge
which are consumed more and needs to be purchased more often. Printer is a one time
investment and the consumables are used more often so customer do give importance
to it.
Customers buy Canon printers because of its quality, after sales services, technology
so the customers have preferred the same aspects where Canon have its strength.
Considering the Technological aspect, Canon printers have Tier-I technology, they
have the edge of technology over other competitors. They are the technology
innovators. But this fact of superior technology is not communicated to the customer
who are using the printer.

Respondents have a good image of the company, as company is well known and have
their dominance in the Xerox industry. They are the market leaders and technology
innovators. So Canon have a good image in the market.

Customers were not satisfied with the running cost or the consumable cost of the
product. They had to spend more on the cartridge and the toners. This was because
the prices of Epson and HP Consumables are less as compared to the Canon
consumables. But the Ink contents of all the cartridge is different. Canon have more
ml capacity per cartridge, than the other cartridges in the market. So the initial cost
goes around three times the other cartridges.

The dissatisfaction is with the after sales services of the company. 1-2 years onsite
warranty is the USP of Canon printers. But customers have to call more often to get it
done. So many a times customers themselves have to take the printers to the service
center rendering the onsite warranty futile.
5.2 Suggestions:
Problem:
Lack of customer awareness
Customers should be made aware about the technological aspects of Canon
printers.
For that purpose the sales person, distributor, dealers needs to be
53
educated on the product front and should be made aware of each and aspects
which needs to be communicated to the customers. There is a need to arrange
more campaigns like Print City to educate the dealers about the technicality and
make them thorough with the product.
Problem:
High running cost.
Consumables have more running cost. Consumables includes ink cartridges,
toner, their repurchase cost. There is a need to make customer aware and convince
them to buy original ink cartridges and toners. They should be made aware about
the advantages of using original ink. But at the same time Canon should focus on
making the consumables available at an affordable price lower than the existing
one.
Problem:
After sale services
The services provided by the service center does not meet the expectations of the
customers. So to improve it company should make their product partners United
Peripherals and consumable partners Lynxsis computers to supervise the
working of service center. Company should give the ownership of service center
to some sources and supervise the proceedings.
Conclusion:
The study of customer satisfaction gave areas where the company lacked and was not
to the expectations of the customers. This surely would help the company to identify
the pitfalls and to improve in the future.
The purpose of conducting the survey was to self identify the loopholes. This purpose
was served with the study. The findings were satisfactory and helped o conclude the
problem.
54
After sales service of the company was found to be feeble. This was a reason for the
dissatisfaction of the customers.
CHAPTER NO. 6
Annexure
55
QUESTIONNAIRE
Dear Sir / Madam
I am VENKATESHA V K, student of Final year BBM at IDSG COLLEGE
CHIKMAGALUR the project chosen by me is a project report on CUSTOMER
SATISFACTION TOWARDS CANNON PRODUCTS IN CHIKMAGALUR under
the guidance HEMANTH, Faculty Member of IDSG COLLEGE CHIKMAGALUR.
I would be greatly obliged if you would complete the following questionnaire.
Thanking you
yours sincerely,
VENKATESHA V K
56
1.
Name:
____________________________________________
2.
Address:
____________________________________________
____________________________________________
Contact No.
3.
_________________________________
Age group in years

a) 5-10
b) 10-15
b) 15-20
d) 20 and above
Sex
a) Male
4.
b) Female
Marital status
a) Married
b) Unmarried
5.
Occupation: _______________________________________________
6.
Monthly income (Rs.)

a) Below 5000
b) 5000-10000
c) 10000-20000
7.
Are you the users of Cannon Printers?

a) Yes
8.
9.
d) No
Since how long you are using cannon printers?

a) 0-6 months
b) 6-12 months
C) 1 to 2 years
d) More than 2 years
Are you using cannon multiple printers?

a) Yes
10.
d) 20000 and above
b) No
Are you using any other company printers?
57
a) Yes
11.
12.
13.
14.
b) No
What is the comparison level of cannon with other printers used?

a) Better
b) Equivalent
c) Good
d) Not good
How many printers do you have?

a) 10-20
b) 5-100
c) 20-50
d) More than 100
For what features you buy cannon printers?

a) Quality
b) Usage
c) Price
d) Maintenance
Are you satisfied with cannon printers?

a) Yes
15.
Do you have any problems with cannon printers?

a) Yes
16.
b) No
b) No
Are you having any information about service center ?

a) Yes
17.
Have you got onsite warranty?

a) Yes
18.
b) No
b) No
Have you got solution to the problem?

a) Yes
19.
Did the problem repeated?

a) Yes
20.
b) No
b) No
Any other problems occurred after service ?

a) Yes
21.
b) No
Are you satisfied with the service ?
58
22.
a) Dissatisfied
b) Satisfied
c) Neutral
d) Delighted
Would you like to purchase cannon priter?

a) Yes
23.
b) No
Any suggestions about Cannon printers.

__________________________________________________________________
Date:
Place:
Signature
Thank you for your kind cooperation
59
CHAPTER NO. 7
BIBLIOGRAPHY
BIBLIOGRAPHY:
Books and Journals referred:
1 . Marketing Management by Philip Kotler.
2. Research Methodology by R.M Kothari
Websites referred:
www.canon.in
www.google.com
60
www.wikipedia.com
61

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