CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION OF THE INTERNSHIP

Internship undertaken at Adarsha Business Pvt. Ltd, a distributor of products of
Pidilite Industries Nepal, has provided an opportunity to analyse the real life
situations in terms of customer behaviour regarding a specific product. The internship
helped in the exposure towards real business environment. It

also provided an

opportunity for applying classroom learning in practice. This is because there is

always the gap between knowledge and its applications in practical situations. This
internship acted as a mode to understand the corporate culture and get insights of
corporate code of behaviours and code of conduct. Since the program is carried out in
a foreign market for a product it also helped to get to know the international exposure,
learning of managing of resources, understanding and identifying the customer market
segment, customer buying behaviour against factor affecting them and identifying and
carrying out specific goal oriented tasks.
The program actually helped in identifying the buying behaviour of customers, the
factors that determines the satisfaction, their perception about the product they
consume. The internship also provided knowledge about working environment of
company and changes that are to be adopted for satisfying customer needs to pull
buying decision.
1.2 TOPIC CHOSEN FOR THE STUDY
Customer satisfaction is the measure of fulfilment of expectations that consumer
holds about the product for what they pay and perceive. For the long term existence
and profitability of any company, customer satisfaction is the key. So the topic chosen
for study is "A Study on Quality and Customer Satisfaction Towards Pidilite- Dr.Fixit"
1.3 NEED FOR THE STUDY
Customer satisfaction plays a crucial role in the business existence. Customer
satisfaction in marketing is that aspect of business which contributes towards the
consumer loyalty, positive word of mouth, repurchase intentions and retain customers
Cuthan acquire new ones. When the customer is satisfied then only the business will
be able to succeed in cut-throat competitive environment of today's. Customer
satisfaction is achieved when what customer consumes (after consumption) is
matched with what they expected(before purchase).
2

Customer Satisfaction towards business product is the main idea of this report. And
for understanding the customer satisfaction, it is important to investigate and analyze
the factors affecting this attribute of customer. Customer buying behaviour also
accounts for identifying satisfaction level .
Any company must focus on customer satisfaction so that its survival is ensured. The
need for the study is to find out the factors governing the satisfaction about chosen
product, how consumers behave towards the Pidilite product - Dr.Fixit and what can
be recommended to increase customer satisfaction so that marketers can revive their
product and create a greater demand by adopting impulsive strategies.
1.4 OBJECTIVES OF THE STUDY
Objectives of the study are two in this research.
Primary Objective
1. To study customer satisfaction towards Dr.Fixit.

General Objective
1. To know the customer awareness of Pidilite-Dr.Fixit.
2. To know market position of Dr.Fixit in host country's market.
3. To understand customer perception about quality of Dr.Fixit..
4. To analyse customers comparison of Dr.Fixit with others products.
5. To understand factors affecting purchase of DR. Fixit.

1.5 SCOPE OF THE STUDY

The study is mainly concentrated on the periphery of Pidilite product- Dr.Fixit.
Consumer awareness of the product in a local area of Kathmandu, Nepal is studied to
analyze and understand the extent of product reach. Since focus is on the long term
existence of the business, customer satisfaction is regarded first and foremost criteria
to be meet in the competitive environment which will be covered by study.
Total area covered in this study is analysis of customer satisfaction towards the
Dr.Fixit knowing the purchase and re-purchasepreference by the customers in various
market segments and also covered analysis like awareness of product, perception of
price, customer service provided by the company, order placement and delivery
quality with respect to those segments.

The study will help to know the expectation of the customerswhile purchasing the
productand also what leads to this idle situation so it will further help the company to
make its further planning and strategy to increase market share and retain existing
customers.

1.6 METHODOLOGY ADOPTED

The study requires various types of information of customer preference, perception,
awareness of product. The study is based on two data sources:
i.
Primary data
ii.
Secondary data
1.6.1 METHODOLOGY OF COLLECTING PRIMARY DATA

The data in its first source is collected to analyze buying behaviour and ultimate
customer satisfaction regarding Dr.Fixit. The data was collected from practical office
work, respondents by asking them to fill the questionnaire, and personal discussion
with the employees and executives of Pidilite Company- Nepal. For the purpose of
questionnaire data was collected by interacting with various people i.e. the customers
of age group of 18-60 above (people both known or unknown about the Dr.Fixit)
followed by General and Expert opinion under the guidance of the Manager at the
office.
General opinion was taken as customer awareness of Pidilite products and there
analysis with the help of a brief questionnaire asking some of the details regarding the
Dr.Fixit.
Research Plan: To analyze customer preferences and satisfaction for Dr.Fixit by
knowing there:

Occupation
Age Group
Income
Awareness
Price effectiveness
Problem addressing
Perception about extent of company responsiveness
Market Substitutes

Sampling Procedure:
The sample size for conducting this project was narrow to 100 respondents. The
sample has been selected randomly, regardless of respondents being customer or
purchasing the product or not. Sample responses were collected by own personal
contacts with different persons by the way of official and unofficial conversation and
through questionnaires responses, so prepared for the study. The responses so
acquired were tested through the use of statistical tools available like SPSS and MSEx.cel and other statistical tools as chi-square test
1.6.2 METHODOLOGY OF COLLECTING SECONDARY DATA
Basically secondary data for the study are collected from following sources.
i.
ii.

Progress reports of company

Internet Sources
http://www.pidilite.com/
https://www.moneycontrol.com
https://www.scribd.com
Various journals and papers

iii.

1.7 LITERATURE REVIEW

Malthouse, E.C. Et al (2003)sixty seven evaluate purchaser satisfaction during
organizational units of their working paper. The be taught paper discusses
various customer satisfaction objects for assessing the relationship of whole
pleasure with a product or service and satisfaction with particular elements of

the offerings or products for corporations having a few models or sub models.
Customer pleasure has been a normal subject in promoting and marketing
apply and tutorial study in view that Cardozo's (1965) preliminary gain
knowledge of of patron attempt, prospect and pride. In spite of different trial
to gauge and furnish an cause of buyer pleasure, there however does now not

exhibit as much as be an accord involving its meaning (Giese & Cote, 2000).
Purchaser pleasure is more often than not outlined as a put up consumption
evaluative judgement involving targeted offerings or products ( Gundersen,
Heide & Olsson, 1996). It's the have an effect on of an evaluative approach
that differentiates pre purchase expectations with perceptions of affectivity

within the direction of and after the consumption expertise (Oliver, 1980).
Virtually probably the most customarily established conceptualization of the
client pride suggestion is the anticipation of non confirmation suggestion (Mc5

Quitty, Finn and Wiley, 2000). The idea used to be developed through Oliver,
who proposed that delight degree is the impact of the exchange between
expected and perceived affectivity. Pride / pride (confident disconfirmation)
occurs when services or products is the fine than is predicted. On the
distinctive part, an act being not as good as than usual end result is terrible

dissatisfaction.
Experiences exhibit that purchaser delight might have straight and oblique
have an have an impact on industry final result. Luo and Homburg (2007)
summarized that client pleasure optimistically influences industry prosperity.
Many of reports have examined the connection of buyer behaviour patterns
(Chi and Qu, 2008; Dimitriades, 2006; Olorunniwo et al., 2006; Faullant et al.,
2008). In line with these results, purchaser delight raises shopper devotion,
affects on the re-purchase motives and results in optimistic consumer praise
for company to other people in general called as word-of-mouth. Provided the
significant function of consumer pride, it is not stunning that diversity of
investigation had been committed for examining the determinants of delight.
Pride may also be made up our minds by the use of subjective (e.g. Client
wants, feelings, facets) and objective motives (e.g. goods and service points).
Utilising to the enterprise, there were countless studies that examine attributes

that customers could in finding360 primary bearing on patron pride.

Atkinson (1988) realized that cleanliness, defence, valued at for rate paid and
courtesy of staff investigate purchaser pleasure. Knutson (1988) revealed that
retailer sanitation and alleviation, comfort of subject, prompt supplier,
protection and protection, and sociability of staff are fundamental.

1.8 LIMITATIONS OF THE STUDY

The various limitation of the study are listed below:
i.
It only consist of small number of customers to represent whole market, which
ii.
iii.
iv.

is the main limitation of the study.

Time and cost constraint was the other limitation for collecting information.
Deficiencies in data required for the study.
There is always a variation in field practice and benchmark set that posed

v.

limitation to the study.

Limited span of time for project period does not give proper evaluation of

vi.

market responses.
Some of the persons and respondents were not so responsive, some were not
open to provide personal information.
6

vii.

Inefficiency of sample size to adequately represent the whole market is a

constraint.

CHAPTER 2
INDUSTRY PROFILE
COMPANY PROFILE

CHAPTER II
INDUSTRY PROFILE
2.1 Introduction
Manufacturing is defined as chemical and physical transformation of materials using
machinery or capital equipment into products on large scale. Manufacturing sector
contributes to 30% of the economy and 16% of company s GDP provides employment
to 6 million people. Indias GDP was 4.8% in the first quarter of 2013. It has a
potential of 25% by 2025. At present it is the 9 th largest manufacturing nation in the
world and expected to be 5th in 2025. $50 billion worth manufactured products are
exported by India. The honourable Prime Minister of India, Mr. Narendra Modi, has
initiated the Make in India programme to make country a producing hub and
provides a worldwide acknowledgment to our Indian financial system. The federal
government of India has set an formidable target to increase Gross home Product
(GDP) of producing output from presently 16 per cent to 25 percent by means of
8

2025.Indian Manufacturing sector have to concentrate on improving the urban

infrastructure and entry to markets, reduce the import duties, improvement in
education (higher and vocational), support of SMEs and increase investments in
R&D. Government authorities, experts, and researchers are focusing towards Indian
manufacturing sector to make it globally competitive and having sustainable growth,
which significantly contributes to increment of GDP, creation of employment and
overall economic development. It also focuses to identify factors responsible that
blocks industrial growth and seeks to address these factors.

Market Size
By 2025, Indias mechanized sector could reach 1 trillion US$ (forecasted). There is
possibility for the segment to reach 25-30 % of the nations GDP and to make 90
million domestic jobs by next few years. Business conditions continue to remain
positive in the Indian manufacturing sector.

Subsectors
Manufacturing sector is important to the economy of the country and it is the
backbone to the economy. It is responsible to the productivity, growth, employment,
and strengthens service and agriculture sectors. 'Indian Manufacturing' sector is
separated to:

Capital Goods & Manufacturing.

Packaging.
Equipment.
Gems & Jewellery.
Chemicals, Petroleum, Chemicals & Fertilizers.
Consumer non-Durables.
Textiles & Apparels. Steel & non-Ferrous Metals.
Mining.
Electronics, IT Hardware & peripherals.
Leather & Leather Products.

The manufacturing has many subsectors out of which one is the machinery industry,
which maintains and produces machinery equipment for consumers, the commerce,
and many other companies.

Usually this machine industry is included within the heavy industry but now as many
other start ups/companies have evolved, the part of this is considered as light industry.
The manufacturers in this manufacturing sector are called machine factories.

2.2 History
During the Industrial Revolution, the machinery industry came into existence. Before
the industrial revolution variety of machines already existed such as weapons,
clocks and running gear for mills (windmill, watermill etc.). When the industrial
revolution started the manufacturing for composite tools began and also with more
complex construction, like the steam engines and steam generators. This was for the
evolving industry transportation industry. They started making machines for
production like the agricultural machinery, textile machinery, compressors, engines
for ships and many other machines due to the machinery factories that was emerging.

2.3 Overview
The machine industry produces range of products from power tools, domestic
technology, and different types of machines, to factoryequipment and many more.
The machine industry provides the means of production for:

Businesses in the mining, agriculture, construction and industry.

Public utility, such as equipment for production and distribution of electricity,

gas, and water

Heating equipment, air conditioning and ventilation of buildings etc.

Since some amount of capital is being invested in producing this equipment they are
called capital goods. The machines for production should be maintained regularly. On
the other hand the machinery industry supplies goods to the consumer, like washers,
kitchen appliances, dryers and refrigerators. The major customer for the machinery
industry is the steel industry because steel acts as a raw material to the machinery.
The machinery industrys production varies from single-unit production, series
production to mass production. Single-unit production is about manufacturing unique
products, which is customized according to the customer. Due to its modular
design these machines and devices can be often be manufactured in small numbers,
10

which reduces the costs significantly. In a certain stage in production the

customization is brought in and a unique and a new product can be created.

2.4 COMPANY PROFILE:

With its establishment in 1959, Pidilite Industries limited is able to maintain its
position as main lessons in buyer and specialties chemical substances in India. Larger
than 2-1/3 of the corporations revenue is from merchandise and segments it has
established in India.
Specified goods range entails Construction, Paint chemicals, Adhesives & Sealants,
vehicle chemical substances, art work substances, Industrial Adhesives, Industrial
typical and healthy Pigments and Preparations, Industrial and fabric Resins. Many of
the products were developed by means of robust in-condo study and development.
The company's turnover used to be as soon as about US $ 500 Million for the year
2007-08. In a latest file with the help of financial occasions, Pidilite ranked among
131st high five hundred listed organizations in country.
Pidilite Industries is the industry chief in adhesives & sealants, building chemical
compounds, polymer emulsions and undertaking colours in India. One of the Pidilites
brand title Fevicol has come to be identical with industry product to 1000s in country
and is ranked amongst normally probably the largely depended on manufacturers in
India.
Pidilite is increasing its foreign existence by the way of creating, gaining and
developing atmosphere for development possibilities and beginning place of business
for sales in every single place the sector. Fevicol has at this time become the biggest
selling manufacturer in Asia.
Every day hundreds of thousands of persons use large variety of products in every
single place of the sector. These humans belong to artist, youngsters, housewives,
lecturers, professionals as carpenters, enthusiasts and a many more. By means of
utilising company's products, skilful palms of consumers are establishing
constructions, making furnishings, developing objects of art, printing magazines,
painting residences and making enormous quantities of merchandise which can be
utilized in our everyday needs such as handicrafts, shoes, textiles, stationery and toys.
11

Fevicryl interest strategies that defined craft & hobby products in country over the
final a long time has now developed itself into a more surrounding hobby
recommendations company including interest products as good as pastime retailers.
Over the time, merchandise are in a position to fulfill best requisites set and are
obtainable below the current curiosity ideas range. The interest suggestion outlets put
on the market a few in-condominium pastime merchandise of Pidilite underneath the
passion ideas company along with other imported products. A number of hobbies and
workshop programmes have become part of the interest strategies trade expertise.
These retail shops are functioning in Surat, Amhedabad, Mumbai, and Bengaluru.
Pidilite Industry confined possess eight branches at regional level together with
eighteen depots and Clearing & Forwarding agents everywhere across the India to
deal out their merchandise.
Pidilite industries has its regional department in Nagpur too. For Vidharba
neighbourhood (neighbourhood made-up of eleven Maharastra's District), Neeta
organisations of Nagpur has been given the C&F company to the enterprise. From
Depot of Nagpurs. Pidilite merchandise are furnished to all other sub-distributors of
the Vidharba region.
Pidilite Industries limited (keeping manufacturer) and its ancillary businesses are
given below:Name of auxiliary enterprise nation of assimilation proportion of possession is given
beneath:

Interest Fevicol company Ltd. India a hundred%

Subsidiary Bhimad industrial Co Pvt Ltd. India a hundred%

Subsidiary Madhumala merchants Pvt Ltd. India one hundred%

Subsidiary Pidilite international Pte Ltd. Singapore 100%

Subsidiary Pidilite middle East Ltd. Middle East 100%

Subsidiary Pulvitec do Industria e Adesivos Ltda. Brazil 100%

Subsidiary Pidiliteu.S.A. Inc. United states 100%

Subsidiary Pagel Concrete technologies Ltd. India seventy five%

Subsidiary Jupiter chemicals (L.L.C.) middle East 100% totally own

BOARD OF DIRECTORS
12

Position
Chairman
Vice Chairman
Managing Director
Joint Managing Director
Director
Director
Director
Director
Director
Director
Director( wef 28th May 2008)
Full time Director
Full time Director
Full time Director

Personnel
B.K Parekh
S.K Parekh
M.B Parekh
N.K Parekh
H.K Parekh
R.M Gandhi
N.J Jhaveri
Bansi S. Mehta
Ranjan Kapur
YashMahajan
Bharat Puri
A.B Parekh
A.N. Parekh
V.S. Vasa

VISION
To Be The Most Innovative Research and Technical Competence Centre for
Sustaining Innovation-Driven Growths for Pidilite Group of Companies globally.
MISSION

Invite, invest, and embrace talented people and scientists for great challenges
ahead

Support, serve, and satisfy all valuable customers with our innovative products
and excellent technical competency

Innovate with our customers to provide total product satisfactions and business
growths

2.5 QUALITY POLICY:

1.

The merchandise designed to satisfy the desires and expectations of purchasers

are developed through dedicated research & progress (R&D) legit teams and
demonstrated with end customers before commercializing.
13

2.

Pidilite spends really colossal resources on R&D of its merchandise and

procedures. Pidilites group of scientists developed its entire range of the enterprises
merchandise its six R&D laboratories.
Three. The great of products is certain and supported by means of well-set, prepared
and focused nice assurance approach that is consistently audited and upgraded
according to in-house first-rate coverage.
4.

Even branded merchandise in the customer and industry products section

strictly comply with fine parameters defined below the organizations internally
designed Pidilite best system (PQS).
5.

Pidilite has incorporated `Small workforce pursuits (nice Circles), Pragati

(Kaizan) and `Sadachar underneath its total pleasant administration (TQM) program.
6.

Profit growth Plan meetings (PIP) and Divisional realistic Committee (DFC)

at senior administration stage review the efficiency of more than a few core activities
at Pidilite for extra development of first-rate of its products.

2.6 PRODUCTS AND SERVICE PROFILE:

2.6.1 Dr.FixitHeatShield
Energy saving elastomeric coating
Exterior Coating Products
Description
Dr.Fixit HeatShield is a best great high temperature reecting and warmth lagging
coating adhesive. It is a hard, excessive build elastic coating which form an awfully
high temperature reective and high temperature resistant coat by way of best
resources. Dr.Fixit Heatshield includes gap glass bubbles that creates steady void and
kind a intently filled lagging medium upon exposure to air. The lagging wall slows
down warmth switch lowering weight upon air-conditioners keeping the inner surface
cool. Additionally, the lagging device physically checks any condensation of H2O, for
that reason creation Dr.Fixit HeatShield an all-intent Anti-Condensation coating.
14

Features

Environment-pleasant, water-based arrangement (Green Label, SEC),

Exceptional Energy Reserves - outstanding temperature reection and heat

lagging,
Solo packed, simple to employ and little order.
Excellent Solar Reectivity& Infrared Emissivity, portable hardware &

excellent exibility,
Exceptional Anti-Condensation characteristics,
Exceptional crack bridging ability,
Excellent anti-bacterial, anti-fungal efcacy good Alkali &eforescence
resistance, Impermeable to wind-driven rain.

Uses

Recommended for domestic & house hold energy saving applications like
terraces/rooftops of buildings, cold

storage rooms, computer server rooms,

electrical control panel rooms etc.

Recommended for industrial energy saving applications like metal & concrete
water storage containers, chemicals & fuel in petrochemical industry, metal
roofs of factory buildings.

2.6.2 Dr.Fixit Aqua-ePoxy Primer

Eco-friendly epoxy hybrid anti-corrosion primer
Exterior Coating Products Dr.Fixit Aqua-ePoxy Primer
Description

15

Dr.Fixit Aqua-ePoxy Primer is a 1K waterborne Anti-Corrosion Primer for steel and

Concrete substrates delivering great adhesion and corrosion defense. It's a rapid
drying primer based on Epoxy Hybrid Polymer technological know-how with fine
adhesion over a broad range of metallic substrates. The primer is a Lead & Chromate
free, low VOC Anti-Corrosion approach.
Features

fine

(inexperienced Coating) technology.

Meets the corrosion resistance (Cyclic/ Prohesion Salt spray fog scan)

requirements of SS 494: 2001.

(Lead & Chromate-free primer for Iron and moderate steel substrates).
Eco-friendly water-established approach (inexperienced Label, SEC).
Fine resistance to water, moderate acids , alkali and soluble steel salts.
Single %, effortless to make use of , Low odour and low VOC.
Speedy drying, high scratch resistant dry lm & fine holdout for topcoat

direct to metallic residences.

Provides satisfactory floor bonding to various metal substrates

Corrosion

Resistance

established

on

Lead

&

Chromate-free

Uses

Compatible for medium to heavy responsibility Iron& steel corrosion defense.

Endorsed as a Primer for Intumescent hearth-Proong base coat over structural

steel.
Suitable for application for structured metal, soft steel and different steel

concrete.
It is immediately utilizable to accurately cleaning and preparing following
substrates - soft steel, cool rolled steel, galvanize metal plus aluminium.

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2.6.3 Dr. Fixit Nano-Hygiene Coat

Opposed to Bacterial, Inside Coating with the use of Nano-silver know-how
Interior Coating Products Dr.Fixit Nano-HygieneCoat
Description
Dr.Fixit Nano-Hygiene Coat is a semi-gloss, exotic anti-bacterial coating
which is hard yet legile and made making use of a combination of Acrylic CoPolymer and Nano-Silver science. It offers the shielding operate and varieties
a protective barrier against bacterial harbouring and germs on wall surfaces.
With the quality stain resistance it also has good washable characteristics.
Dr.Fixit Nano-Hygiene Coat is an eco-friendly ideal alternative for segments
which require high measure of sanitation additionally to safety.
Features
Eco-pleasant water-founded structure (green Labelled by SEC)
Perfect opposition to water, organization chemical compounds, gentle

alkali and acids.

Solo %, effortless in making use of in addition to little order..
Perfect bacterial resistant, fungal resistant, yeast, mould & viral

resistance efficacy.
Much less Humid & little glossy nish.
Water-resistant& compatible to bridge thin crack.
particularly delicate & anti-scratch, resistance for surface, Water

beading Lotus result for simple cleansing & high fade resistance.
Fine retention of gloss (after thousands of wash cycle), improve inner
Air fine through taking away airborne bacteria, germs and fungal
spores

Uses

Endorsed as an internal Coating with sanitized & ornamental homes

for duly prepared Concrete, steel with different surfaces in Hospitals,

Medical centres, Nursing homes, Pathological Labs, Blood Banks.

Sterile & smooth rooms in Pharmaceutical market, faculties, education
sectors, Child Care Comes & Play schools, eating places, Canteens,
Kitchen & Cooking operation, Meals dispensation crops, beauty
creation service, shopping department shops, sporting activities &
excursion leisure difficult

17

2.6.4 Dr.Fixit -FlorGrip

SLIP RESISTANT COATING FOR FLOOR SAFETY
Exterior Coating Products Dr.FixitFlorGrip
Description
Dr.FixitFlorGrip is a hard one part waterborne PUD hybrid, generally user friendly
clear coat formulation chemicalcreating effective anti-slip, non-skid surface even
under wet conditions on existing oor substrates while allowing the underlying
ambience to show through. It dries quickly to give a semi-gloss nish with excellent
graze and impact resistance and designed for long service life. It is non-ammable
and usable for indoor surfaces. Dr. Fixit FlorGrip signicantly reduces the probability
of slipping with good dirt pick up resistance, stain and chemical resistance.
Features

Exceptional slip & skid resistance under wet floors for walker traffics safety.

Environment-adaptive water based structure.

Excellent impact & abrasion resistance.
Low smell& low VOC, outstanding resistance to cleaning substances, mild

chemicals likeacids & alkali.

Fast dehydrating& smooth nish, excellent water pounding properties
Best microbial opposition, Simple to use & high tinge opposition, Best
exible & tough feature, brilliant washable feature (>ten thousand cycles)

Uses
Suggested to use in surface area in Business Kitchen areas like Restaurants,
hotels etc, Certied Green Label Product, Swimming pool decks, surface of
18

fashion building, Lobby Lift areas, Medical Centres & nursing houses,
travellers path & public loo areas.

2.6.5 Dr. Fixit NewCoat Plus

Important Linear artificial Microfiber Resistant Roof Waterproof Coating
Exterior Coating Products Dr. Fixit NewCoat Plus
Description
Dr. Fixit NewCoat Plus is a weighty duty, waterborne acrylic formulation designed for
roof waterproong applications containing integral linear synthetic microber
reinforcement. The function of coating surfaces is enhanced by the presence of bre
reinforcement mesh embedded between the coats. Dr. Fixit NewCoat Plus helps to do
away with blazing and crack in roofs, which may occurs if surfaces get exposed to
water or during water pounded circumstances. It has high tensile strength with
improved exibility and durability.
Features

Recyclable waterborne technology.

Exceptional alkali opposition, improved waterproong & best water pounding

features.
Solo pack, Smple to use, less smell and less volatility.
Simple to clean the surfaces, anti mark, flawless, portable hardware &
excellent exibility, excellent microbial resistance.

Uses

19

Applicable/Usable as a water-resistant membrane for concrete roofs/gutters

and metal leaf roofs in housing and business-related complex, freeze
storeroom buildings, fuel tank & water tank.

2.7 INDUSTRY SEGMENT PERFORMANCE

2.7.1 Consumer and Industrial Products
Recognized patron and Industrial merchandise contribute seventy two% to the
complete earnings of the manufacturer and elevated via 25% throughout the year.
Revenue of branded Adhesives and Sealants growth used to be with 23.90% and
helped to 51.00% to the whole earnings of the corporation. Art substances plus other
products increased by using 24.80% and building and Paint chemicals grew by means
of 29.00%. Most fundamental products of the organization sustained or elevated their
market capture.
Exports of customer and Industrial products grew via forty four.6% which amounts to
Rs 736 million. The company is ready to achieve this progress because of
enlargement of division, preface to recent merchandise and product build pursuits.
The company grabs to center of attention on core African countries, East countries,
South East Asian and SAARC countries for progress in sending goods abroad of
purchaser and Industrial merchandise. Earnings after operating expenses for the Retail
and Industrial section extended through 38% for the duration of the year.
2.7.2 Specialty Industrialized Chemicals

20

Specialty Industrialized Chemicals contributes to 21.00% of the total revenue of the

business and grew by 16.00%. Abroad shipment of Specialty industrialized Chemicals
increased by 53.00% amounting to Rs. 703 million. The Company marked this growth
as a result of

development of new products, focused actions and relevance

development programmes. Profit after operating expenses for the Specialty

Industrialized Chemicals division increased by 24.00% during the last year.
Others Division
Others Division sales which consists sales of the said de-merged unit helped to have
7% to the total revenue from sales to the Company. Others division maintained the
profit after operating expenses of Rs. 172 million during the last year.
2.8 NEW INVENTIONS
Throughout the last years, a number of new adhesives, sealants and construction
chemical were placed in the market. Fevicol Kwikgrab and Fevicol 1K PUR were
introduced to provide assistance to particular usage in building assembly segment.
Fevicol Vertifix for shielding of upright walls with granite and marble and Fevicol
BWP waterproof chemicals were also introduced within the product range. The
construction compound range expanded with the invention of special contributions of
anti-bacterial wall and floor shielding suitable for health care centers, restaurants,
food and medical drug manufacturing divisions.
Over the last few years, the company has been able to make its attempt to introduce a
variety of adhesives & sealants at an reasonable cost of Rs 5 (MRP). The business
manufacture Fevicol craft adhesive for MRP of Rs 2 and Fevigum at MRP of Rs 1.
These products will capture the low income earner market giving them qualitative
adhesive available at very inexpensive prices.
Hobby Ideas Stores
For the first time in India,the Company had started stores with the brand name Hobby
Ideas Stores in March 2005. Hobby Ideas stores offer hugh variety of habit and craft
products availed from across the globe. In addition to different products, these stores
also offer workshops of various programs to put together workable and also

21

demonstrations to make habit fun and easy for those enthusiasts. In the same year the
Company established a 6,500 sq. ft. store in Mumbai.
The Pidilite Industries established these stores in Surat, Ahmedabad and Bengaluru.
The Company will assess the feasibility and business projection for these stores and
then decides on potential actions to be carried out.
2.9CUSTOMER RELATIONS
The Company sustained to take a number of programs to increase knowledge of its
goods and brands in market, increase utilization of its manufactured goods and to
reinforce relationship with consumers, stakeholders and

ultimate users.

It

persistently to publishes very famous Fevicol Furniture Books. The Company

publishes three editions of the book every year with designs for residential houses and
commercial sites. The furniture books have gained good criticism in households and
among other users as carpenters and interior designers. The Company has been able to
publish over5 million copies of furniture books till date. The Company has now
started to publish a CD-ROM description of the furniture book. Fevicol Champions
Club is a podium started by the group for carpenters and to them who are related with
the furniture industry to gather together, move to grow with more than three hundred
clubs in almost 114 cities having more than 45 thousand memberships. The aim of
this program is towards recognition of outstanding talent among interior designers and
architecture college kids. For this Pidilite Award of Excellence is given to the best
student from each, more from two hundred architecture and interior design schools
from all over the country.
Dr. Fixit Institute, established to give training on apply of waterproof and building
chemicals to users, appliers, consultancies, contractor, construction workers,
architecture students and civil engineers conducted 20 training programmes during the
year. The annual International Art & Craft Contest organized by the entity had over
4,100 schools and 1.69 million participant students from India and other countries.

Competitors

Regional brands
Small players in unorganized sector
22

Large companies like Jubilant Organosys.

2.10SWOTANALYSIS
STRENGTH

Pidilite's main strength is the strong marketing/ advertising presence in

market.
Fevicol is an undoubtly strong brand. It has a strong brand power.
Anything that has 'Fevi' as a prefix to it will be sold without any rxtra
attempt by the seller.
Pidilite earns more than 50% of sales income from adhesives product.

(Fevicol, M-Seal etc) these brands have brilliant remind value.

WEAKNESS

The management is having a little overconfident about their advertising

skills.
Pidilite have strong R&D abilities in areas of adhesives and home
construction & care. In other product, they seem to be dependent on
external assistance.
From the past decade, Pidilite has increased its net profit at only 18.00%

CAGR.
OPPORTUNITIES
Pidilite exhibits the prospects, signs and qualities of '3M of India' . As
3M is a multi-billion company. Pidilite can achieve a big and worthy

company fame in case everything is smooth .

Retail sector growth in India is in good pace. So it is a good for
Pidilite, particularly in areas as the prospect expansion of
residence explicit stores like Home Town and Home Stop.

THREATS
Major part of the profit is concentrated on one sector. 1/2 portions of
their revenues are from adhesives and sealants and the raw materials
for this is petrochemicals which is dependent on prices of crude oil.

23

Asli 3M and small scale industries are obviously the threat for the
company . Most of outputs made by company need no any stimulator
but some does.

2.11 FUTURE GROWTH & PROSPECTS

Over the last decade, Pidilites revenue has grown manifold from about 650 crore
in 2003-04 to over four,000crore in 2013-14. Force within the core adhesive
industry

and

diversification

into

non-adhesives

helped.

Pidilites flagship

manufacturer Fevicol has garnered the lions share (about 70 per cent) within the
adhesive market.
Dr Fixit, Pidilites development chemical manufacturer, holds about 50 per cent
market share in the waterproofing segment. The focus enlargement of market, the
inventive advertisement campaigns and efforts to attach with end patrons by means of
a few programmes over the last several years, have expanded revenues well for
Pidilite.
The organization generates practically four-fifth of its sales from patron and bazaar
merchandise which incorporate adhesives, sealants, artwork substances, development
and paint chemical compounds.
The leisure comes from the industrial chemical substances that include artificial resins
and surfactants which in finding use in sectors similar to paper, textiles, leather and
packaging substances.
The corporation has 13 overseas subsidiaries that make a contribution about 10 per
cent of the consolidated revenue. In 2013-14, despite vulnerable market conditions,
Pidilites consolidated sales grew sixteen per cent to about 4,261 crore, due to the
expansion of the distributor base in tier II/III cities. The enterprises US subsidiary,
too, clocked better sales and helped enhance total numbers.
The organization has made a excellent start in 2014-15. Within the June quarter,
Pidilites revenue grew 20 per cent, aided by way of an expand in volumes in
consumer products and cost hikes.
Within the coming years of operation, an expected growth in the housing sector
should see revenues get an extra improve up. Additionally, if industrial sectors akin to
paper, cloth and sneakers do higher, the companys industrial phase will speed up.

24

The manufacturers US subsidiary is likely to exhibit expanded efficiency this yr with

the financial system there reviving. The opposite tremendous abroad operation in
Brazil which had reduce losses in 2013-14 on restructuring of manufacturing
approach and cost-manage measures, will have to also do higher.
2.11.1 PRICING vigor
In 2013-14, revenue development at 7 per cent lagged the 16 per cent sales
development for Pidilite (working profit, though, grew by using thirteen.Eight per
cent). This was once usually on account that other sales (revenue from investments)
came down and there used to be a forex loss as a result of detrimental rupee
movements.
Extra, the organizations uncooked material rate went up sharply within the March
quarter on higher worldwide prices.
The cost of vinyl acetate monomer (VAM), the important thing uncooked fabric for
the organization, has been rising as a result of provide constraints bobbing up from
plant showdowns in Europe and the USA.
Prices of VAM could continue to upward thrust for some more time, however the
company must be equipped to pass this on. It additionally helps that the rupee has
stabilised.
Pidilites working margin dropped to fifteen.9 per cent in 2013-14 from sixteen.3 per
cent in 2012-thirteen. In the latest June quarter, however, the margin revived to 18 per
cent, because of a 4-6 per cent rate raises in may just.
Pidilite intends to take extra fee increases on this quarter and go on fee raises. With
market leadership in most merchandise in its basket, it might not be rough for the
manufacturer to do this. The company does no longer have long term borrowings and
has been in a position to be steady dividend payer in the last 5 years.
2.12 Monetary assertions
2.12.1 Fiscal performance
The present three hundred and sixty five days sales includes of Rs 1,153 million for
manufacturing facility (VAM) at Mahad which was merged into the company with
results on 1st April, 2007. The operating sales of Rs 2,791 million and internet income
of Rs 1,883 million, for the 12 months at and grew through 46.30% and 57.00%
25

respectively. Tax Earnings for the present year is curb at Rs 223.00 million (in
conjunction with Rs 34.1 million for Non-monetary improvement Tax) as against Rs
309.00 million in the previous year.
Fairness Dividend
The board members propose fee of a dividend of Rs 1. Seventy five per equity share
of Re 1 each(last year = Rs 1.50 /equity share of Re 1 each), amounts to Rs 442.9
million (last year = Rs 378.60 million) out of the present one year revenue on 253.1
million equity Shares of Re 1 (previous year = 252.40 million equity Shares of Re 1
every). The current year dividend will be most often be freed from tax for
shareholders. The payout range for dividend has grown at a CAGR of 20.81%
throughout the final five years.
Alternative Dividend
The BOD members advise the cost of dividend at Rs 0.60 per share on Cumulative
Redeemable alternative Shares of Rs 10 each, on a pro-rata basis groundwork which
amounts to Rs 4816. The shares have been distributed on 31 March 2008 according to
the Scheme of VAM Demerger of manufacturing unit of Vinyl chemical materials Ltd,
(India) into the manufacturer. The tax on dividend of Rs 819 can be made through the
organization.
Capital Expenses
The complete expenses throughout the last year was Rs 2484 million. Out of which
roughly Rs.900 million used to be another time ordinarily research centers and
godowns. Capital expenses of roughly Rs.1053 Million incurred once on the synthetic
Elastomer also called Polycholoroprene venture as a rule within the path of
acquisition of IPR, technology, regular property and in the direction of dismantling
and delivery of plant and equipment from the average website on-line in France. Rs
118 million was expensed on acquiring of manufacturers, skills, technology, and
many others from Hardcastle & Waud Manufacturing enterprise Ltd. The expenditure
also includes constant belongings of Rs 389.9 million acquired on VAM factory
demerger into the company wef of 1st April, 2007.
Funding in Subsidiaries
26

Rs 841 million Funding was once made in subsidiary where roughly Rs 531 million
was spent on acquiring of Pulvitec industry in Brazil.
Synthetic Elastomer undertaking
The enterprise bought all fixed assets, intangible assets, trademark and technological
knowhow of a man-made Elastomer (Polycholoroprene Rubber) unit in mid of 2007.
The unitt was once positioned in Champaigner, France and was owned by way of
PolymeriEuropa Elastomers, France. The company is within the method of dismantle
& transport the plant. The unit possibly establish in Dahej, a specific fiscal Zone
(SEZ) within the Gujarat State in India.

2.12.2 FINANCIALS OF PIDILITE INDUSTRY OF LAST FISCAL YEAR

Table 2.1 Financial of Pidilite Industry

Balance

Sheet

of

Pidilite

------------------- in Rs. Cr. -------------------

Industries
Mar '15

Mar '14

Mar '13

Mar '12

Mar '11

12 mths

12 mths

12 mths

12 mths

12 mths

Total Share Capital

51.27

51.26

51.26

50.77

50.61

Equity Share Capital

51.27

51.26

51.26

50.77

50.61

Share Application Money

Preference Share Capital

Reserves

2,298.18

1,988.25

1,681.17

1,326.45

1,088.91

Net worth

2,349.45

2,039.51

1,732.43

1,377.22

1,139.52

Loans (Secured )

5.78

7.68

60

62.77

Loans (Unsecured)

32.3

199.89

Total Debt

5.78

7.68

92.3

262.66

Total Liabilities

2,355.23

2,047.19

1,732.43

1,469.52

1,402.18

Mar '15

Mar '14

Mar '13

Mar '12

Mar '11

12 mths

12 mths

12 mths

12 mths

12 mths

Gross Sales

1,416.98

1,102.32

968.18

888.11

794.04

Less: Revaluation Reserves

Sources of Funds

.
Application Of Funds

27

Less: Acc. Depreciation

589.14

491.03

434.47

392.19

353.07

Net Sales

827.84

611.29

533.71

495.92

440.97

Capital Work in Progress

460.31

431.09

408.71

371.34

326.77

Investments

690.49

573.8

546.95

332.8

399.74

Inventories

534.72

508.2

451.16

396.3

354.44

Sundry Debtors

514.58

453.6

366.76

326.12

286.59

Cash and Bank Balance

58.1

145.18

136.82

257.61

92.32

Total Current Assets

1,107.40

1,106.98

954.74

980.03

733.35

Loans and Advances

181.04

166.05

94.32

125.88

98.58

Fixed Deposits

Total CA, Loans & Advances

1,288.44

1,273.03

1,049.06

1,105.91

831.93

Deferred Credit

Current Liabilities

689.51

637.92

628.27

697.23

469.22

Provisions

222.32

204.09

177.72

139.23

128.02

Total CL & Provisions

911.83

842.01

805.99

836.46

597.24

Net Current Assets

376.61

431.02

243.07

269.45

234.69

Misc. Expenses

Total Assets
Contingent Liability

2,355.25
222.33

2,047.20
168.93

1,732.44
227.52

1,469.51
206.38

1,402.17
169.37

Book Value in Rs.

45.83

39.78

33.79

27.13

22.51

Source : Dion Global Solutions Limited

From The above financial report it is clear about the profitability of the company. The
gross sales is in increasing ratio every year. The amount of current asset is more than
current liability indicating ability to maintain working capital. Investment and
inventory are increasing. And moreover the book value and reserves are increasing
which depicts that the market value of share is increasing. Market value of share
represents the well functioning of organization. From the table it can be analysed that
company is able to satisfy its customers for well reputation and running of business.

28

CHAPTER 3
BACKGROUND OF THE
STUDY

CHAPTER 3
CUSTOMER SATISFACTION

3.1. INTRODUCTION
29

Customer satisfaction refers to the psychological state of mind of customer when they
are genuinely pleased from the consumption of products and services offered by
business companies. Various marketing research have been done to find out what
customers want. Many companies emphasis on market research and marketing tool to
analyse customer expectation from their product or service.Figuring out what your
consumer wants makes it possible to tailor the whole thing a business does to
enjoyable the customers e.g. providing the goods that shoppers want, within the
packaging that they want, in stores which might be convenient to make use of and
good placed.
For improvement, a business always has to look after the customer feedback for
increasing customer satisfaction and planning for it. Customers acceptance or
rejection for a product helps to improve its features with their wants and expectations.

Fig 3.1: Customer Satisfaction Feedback

3.2CONTRIBUTING FACTORS:
Factors affecting high level of customer satisfaction are:

Products and offerings which might be patron focused and thence provide
excessive phases of value for cash.
Customer carrier giving private awareness to the desires of individual

purchasers.
After sales service - following up the usual purchase with after sales aid
equivalent to preservation and updating (for example in the updating of
computer packages).

30

3.3 IMPORTANCE OF CUSTOMER SATISFACTION IN BUSINESS

Shows consumer loyalty along with re-buying intensity

Differentiation among competition
Reduction client withdrawal/switches.
Increment towards contribution to profit.
It increasespositive word of mouth.
Retainingcustomers which is cheaper than acquire new ones.

Indicator consumer loyalty along with re-buying intensity

Customer delight helps an organization to retain its customers. Only if the
customers are satisfied they will make re purchase. Satisfied customers are
loyal and stick with the products of organization for long time as long as they
are satisfied.

Point of Differentiation
Business these days is very much competitive. In this era what is scarce for a
business is customers. This is the main reason why customer satisfaction is a
matter of concern for business. In a aggressive market where firms compete
for patrons; consumer satisfaction is noticeable as a key differentiator.
Corporations who achieve or win over these competition are the ones that
make end user delight a key factor of their industry approach.

Reduction of customers switches.

If a customer is dissatisfied it will lead to a loss of customers. Highly satisfied
customers will have a loyal feeling for the company.By way of measuring and
monitoring patron delight organization can put new methods in position to
develop the overall excellent of its product and patron carrier.

Increment of Profitability by customers

A study by InfoQuest found that an absolutely convinced client helps in 2.6
times more earnings than a moderately convinced purchaser. Also a
completely convinced or satisfied purchaser contributes 14 times extra
revenue than a relatively upset patron..Only when the customers are fully
satisfied they come back to the business and spend more.

Positive word of mouth

Customer satisfaction is directly connected to sales, turnover and intensity of repurchases. Satisfaction of customers positively impacts the business. If customers are

31

happy they will spread a positive word of mouth over a number of other potential
customers. mouth. Upset customers will have a negative word of mouth.
McKinsey found thata dissatisfied tells between 9-15 individuals about their
expertise. In fact, thirteen% of unhappy patrons inform over 20 persons about their
experience. And a completely happy patron will tell countable folks about their
expertise and propose too.

Cost effectiveness of retaining customers

As per the study it is believed that, it will costs 6 to 7 times more to gain fresh
customers than to have existing customers retained in the business. This is due
to the fact that a company spends a lot of money in, its research for a segment,
development of products as per need of that segment, giving awareness of
product, nurturing them into leads and pulling them into purchase. Company
and its marketing team to give lot of effort and money also. With satisfied
customers the loyalty will be there, so business can spend money somewhere
else which was to be spend for acquiring customers for sales.
The whole customer satisfaction is a process which involves way for a
business to achieve its profit motive. Only when the customers are satisfied
there will be more purchase and more profit. It will encourage marketers to
plan big and get a big share, which is shown in figure below.

Fig 3.2: Customer Satisfaction process

3.4 METHODS FORMEASURING CUSTOMER SATISFACTION
Managing buyers satisfaction successfully is one of the challengethat an organisation
face. The instruments or methods to measure purchaser pleasure wishes to be outlined
32

gracefully to fulfil the required norms. Following methods are the ways to measure
customer satisfaction:
1. Direct Method
2. Indirect Method
3.4.1. Direct Method: Meeting the customers directly to get their feedback as primary
data is formula of this method. Some of the ways by which customers could be
directly tabbed are following:
a. Getting consumer responses via third celebration companies.
b. Direct advertising and marketing, in-residence name facilities, grievance
handling division would be dealt with as first factor of contact for having
patron suggestions. These feedbacks are gathered and made database to
research customers belief.
c. Getting patron suggestions by means of head to head dialog or meeting.
d. Suggestions by means of criticism or appreciation letter.
e. Direct purchaser suggestions through surveys and questionnaires
3.4.2.Indirect Method: The predominant disadvantage of direct ways is that it seems
to be too pricey and needs various pre collected preparations to put into operation. For
getting the priceless feedbacks/responses the provider absolutely relies on patron due
to which they looses choices and chances to take corrective actions at right time.
Therefore there are different indirect approaches of getting suggestions involving
client satisfaction:
a. Customer Complaints: Customers complaints are the problems stated by
purchaser to provider relating to any exact product or related carrier. These
problems can also be categorised beneath specific segments in keeping with
the intensity and division. If the complaints/problems beneath a specific
section go excessive in a targeted interval of time then the efficiency of the
group is degrading in that precise area or phase. But when the complaints cut
back in a special period of time then that suggests the group is doing good and
consumer satisfaction stage can also be better.
b. Patron Loyalty: It isessentially required for an institution to have interaction
and correspond with shoppers on a usual groundwork to expand purchaser
loyalty. In these interactions it's required to be trained and verify all individual
purchaser needs and reply therefore. A purchaser is claimed to be loyal if he
revisits provider on general foundation for purchases. These trustworthy
33

customers are the convinced ones and thus they're bounded with a relationship
with the supplier. Accordingly by using obtaining the customers loyalty index,
suppliers cannot directly measure customersatisfaction.

CHAPTER4
ANALYSIS &
INTERPRETATION

34

CHAPTER 4
ANALYSIS & INTERPRETATION
INTRODUCTION
To ascertain the response of the consumer towards Pidilite in Nepal a customer survey
was undertaken.
The survey was restricted to Nepal and 100 respondents were contacted and
information was gathered by administering structure questions
ANALYSIS OF SURVEYED DATA
The major findings of the survey are analyzed as follows:

35

4.1 Gender ratio of sample

Valid

Frequency
Male
52
Female 48
Total
100

Percent
52.00
48.00
100.00

Valid Percent
52.00
48.00
100.00

Cumulative
Percent
52.00
100.00

Table 4.1: Gender ratio of sample

Graph -1

Fig-4.1 Gender ratio of sample

Analysis:
Out of the total respondents, 52% are male and rest (48%) are female.

36

4.2: Income Range of sample

Valid

Frequency

Percent

Valid Percent

150000-900000
59
59.0
59.0
1000000-1900000 25
25.0
25.0
2000000-2900000 10
10.0
10.0
3000000-4000000 6
6.0
6.0
100
100.0
100.0
Total
Table 4.2: Income range of sample respondents

Cumulative
Percent
59.0
84.0
94.0
100.0

Graph 2:

Fig-4.2: Income distribution of Sample

Analysis: Most of the respondents have income of Rs.1,50,000 to Rs.9,00,000.
Interpretation: The survey is mostly influenced by medium level income earners.
The data so gathered is affected from average income customers.

4.3: Age distribution of sample

37

Valid

Frequency
18-24
25-34
35-44
45-54
55-65
Total

35
34
22
8
1
100

Percent
35.0
34.0
22.0
8.0
1.0
100.0

Valid Percent
35.0
34.0
22.0
8.0
1.0
100.0

Cumulative
Percent
35.0
69.0
91.0
99.0
100.0

Table 4.3: Age distribution of sample respondents

Graph 3:

Fig 4.3 : Age distribution of sample respondents

Analysis :Among the total 35% of respondents are aged between 18-24 and 34% are
aged between 25-34 age group.
Interpretation :Most of the respondents are below 35 years of age. Most cases below
24 age are the early earners and below 35 can also belong in this category. These
agegroup can be targeted by the company to excel satisfaction. They will last long if
satisfied.

38

4.4 Do you buy DR.Fixit?

Valid
Frequency

Percentage Valid

Cumulative Percentage

Percentage
YES
86
86.00
86.00
86.00
NO
14
14.00
14.00
100.00
Total 100
100.00
100.00
Table 4.4: Frequency of purchase of Dr.Fixit
Graph 4

Fig 4.4: Respondents buying Dr. Fixit

Analysis : Out of total 86% of respondents buy Dr. Fixit. They buy different versions of Dr. Fixit.
Interpretation : Since only 86% people buy Dr.Fixit out of 100 respondents there is the possibility
of going through effective marketing strategies to make these non buyers to buyers. Market share
can be increased.

4.5How often you purchase Pidilite product?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent
39

1-2 times / week

14
14.0
14.0
5-7 times / week
22
22.0
22.0
once in a month
28
28.0
28.0
less than once in a month
36
36.0
36.0
Total
100
100.0
100.0
Table 4.5 . Frequency of Pidilite purchase

14.0
36.0
64.0
100.0

Graph 5 :

Fig 4.5 : Frequency of Pidilite Purchases

Analysis: Majority of people buy Dr.Fixit less than once in a month. From the graph
it is clear that 64% of them buy it less than once in a month.
Interpretation:SinceDr.Fixit is an adhesive product it is obvious that customer buy it
only when required. The sales of Dr.Fixit can be focused to industry sector more to
make turnover fast in large.

4.6. Do you believe Pidiliteproduct (Dr.Fixit) are qualitative?

Valid

Frequency

Percentage Valid

Cumulative

Percentage
Percentage
yes
95
95.0
95.0
95.0
no
5
5.0
5.0
100.0
Total 100
100.0
100.0
Table 4.6 Quality assurance of Dr.Fixit in Consumer
40

Graph 6

Fig 4.6: Quality assuranceof Dr.Fixit in Consumer

Analysis:Majorityof the customer believe that Dr.Fixit is qualitative. 95% of them are
aware about the quality of Dr.Fixit .
Interpretation:Dr.Fixit is able to showcase its quality feature to customers. Also
some customers denied on this feature, it can be improved based on various attributes.

4.7 Do you feel that Dr.Fixit is too pricy?

Valid

Frequency
yes
no
Total

46
54
100

Percentage Valid
46.0
54.0
100.0

Percentage
46.0
54.0
100.0

Cumulative
Percentage
46.0
100.0

Table 4.7 Price of Dr.Fixit in consumer perspective

41

Graph 7

Fig 4.7 Priceof Dr.Fixit in Consumer mind

Analysis : Customers donot think that Dr. fixit is high priced with 54% against
it.Although 46% of sample believe it is pricy.
Interpretation: The result is outcome of area and people surveyed with age and
income factor. Since Dr. Fixit is available on quantitative package for given price,
customers do not think it is pricy.

4.8 Which of the following is the main source of your shopping for adhesive
products?
Valid

Frequency

Percentage Valid

Cumulative

Percentage
Percentage
super market 39
39.0
39.0
39.0
open market
46
46.0
46.0
85.0
Internet
13
13.0
13.0
98.0
Others
2
2.0
2.0
100.0
Total
100
100.0
100.0
Table4.8 : Shopping area of adhesives by consumer
Graph 8:
42

Fig4.8: Shopping area of adhesives by consumer

Analysis :Customers buy adhesive product of their needs from super market and open
market with 39% and 46% respectively from each of the options.
Interpretation: The area of survey is Nepal . Most of the people here depend on
supermarket and open market for adhesive products. Also online purchase of these
product is not proper. Attention can be give to online purchase to grab attention of
those segment.

4.9. Can you find Dr.Fixit there?

Valid

Frequency

Percentage Valid

Cumulative

Percentage
Percentage
yes
87
87.0
87.0
87.0
No
13
13.0
13.0
100.0
Total 100
100.0
100.0
Table4 9: Availability of Dr.Fixit in shopping area
Graph 9:

43

Fig 4.9: Availability of Dr.Fixit in shopping areas

Analysis: From the table it is clear that87%of respondent find Dr.Fixit where they go
for buying it.
Interpretation: The availability of the Dr.Fixit in place for selling adhesive products
is high. It shows the market availability of Dr.Fixit in Nepal. Also the customers are
aware of Dr.Fixit that it is there in market.

4.10 If Dr.Fixit is sold at lower price, would you consider buying it more often?
Valid

Frequency

Percent

Valid Percent

yes
55
55.0
55.0
No
16
16.0
16.0
not really 29
29.0
29.0
Total
100
100.0
100.0
Table 4.10: Customer attitude towards pricing

Cumulative
Percent
55.0
71.0
100.0

44

Graph 10:

Fig 4.10 : Customer attitude towards pricing

Analysis :55% respondents will buy more of Dr.Fixit if its price is decreased whereas
16% will not be motivated by reduction in price and rest are not sure about it.
Interpretation :People are price sensitive in the survey area. The motivation factor
for them is price reduction. Again countable number of them do not think price of the
product as a motivator tool. They prefer other attributes of product to enhance to make
more purchase.

4.11 How satisfied are you with Dr.Fixit ?

Valid
Frequency Percent

Valid Percent

very unsatisfied 34
34.0
34.0
Satisfied
57
57.0
57.0
very satisfied
9
9.0
9.0
Total
100
100.0
100.0
Table 4.11: Satisfaction towards Dr.Fixit

Cumulative
Percent
34.0
91.0
100.0

Graph 11:

45

Fig 4.11: Satisfaction towards Dr.Fixit

Analysis: From the survey it is found out that 66% of the customers are satisfied with
the Dr.Fixit. And 34% are not satisfied with it.
Interpretation: Customers are satisfied which may be because of quality as stated
analysed above. Dissatisfaction which existed may be because of other factors
affecting for the meet of expectations. This may include customer service, delivery
and others.
4.12 What comes in your mind when purchasing Dr.Fixit?
Valid
Frequency Percent
Valid Percent
Quality
78
78.0
78.0
Budget
15
15.0
15.0
volume/Rs 6
6.0
6.0
Others
1
1.0
1.0
Total
100
100.0
100.0
Table 4.12 :Dr.Fixit positioning in consumer

Cumulative
Percent
78.0
93.0
99.0
100.0

Graph 12:

46

Fig 4.12:Dr.Fixit positioning in consumer

Analysis:Out of total respondents 78% think of quality when it comes for Dr.Fixit and
16% access its price or budget that they have to spend.
Interpretation: Customers are aware about the quality of product. Dr.Fixit is
positioned as quality product in customer mind. The budget factor is also a matter of
concern for customer as it is a little weighs in cost compared to other product.
Lowering the price or further improvement in quality can enhance product position.

4.13. How do you assess the quality of Pidilite product?

4.13.1 Product Quality
Valid
Frequency
strongly low
low
neutral
high
strongly high
Total

Percent

Valid Percent

Cumulative
Percent
6.0
8.0
29.0
79.0
100.0

6
6.0
6.0
2
2.0
2.0
21
21.0
21.0
50
50.0
50.0
21
21.0
21.0
100
100.0
100.0
Table 4.13.1: Product Quality Assessmentof Dr. Fixit

Graph 13:

47

Fig 4.13.1: Product Quality Assessment of Dr. Fixit

Analysis :Out of the total respondents 50% of them are sure about the high quality of
Dr.Fixit, 21% believe it is strongly high and are neutral each.
Interpretation: In total 71% customers believe the product is qualitative.Dr.Fixit is
able to maintain its quality aspect in the customer belief. Some are there with neutral
feeling. It may be because of competitor's product, being non-user or being other
factor sensitive.

4.13.

How do you assess the quality of Pidilite product?

4.13.2 Packaging

Valid

Frequency

Percentage Valid

Cumulative

Percentage
Percentage
strongly low 2
2.0
2.0
2.0
Low
7
7.0
7.0
9.0
Neutral
29
29.0
29.0
38.0
High
48
48.0
48.0
86.0
strongly high 14
14.0
14.0
100.0
Total
100
100.0
100.0
Table 4.13.2: Quality Assessment by Packaging of Dr.Fixit
Graph 14

48

Fig 4.13.2: Quality Assessment by Packaging of Dr.Fixit

Analysis: Out of the total respondents 62% access the quality of Dr.Fixit by its
packaging. They are either strong or normal opinion holder. Also 29% are neutral
about it.
Interpretation:Many respondents are packaging conscious for quality which may be
because Dr.Fixit comes in an attractive and protective packaging. Neutrality for this
may be because of other factors that drives them for quality assessment of Dr.Fixit.
Marketers should not bother about the packaging enhancement for grabbing market.

4.14:Would you recommend Pidilite product to other?

Valid

Frequency

Percentage Valid

Percentage
definitely yes 36
36.0
36.0
definitely not 31
31.0
31.0
Probably
33
33.0
33.0
Total
100
100.0
100.0
Table 4.14: Intensity to recommend others

Cumulative
Percentage
36.0
67.0
100.0

Graph 15

49

Fig 4.14: Intensity to recommend others

Analysis :Respondents are diverged about the recommendation that they will make
for Dr.Fixit to others. 36% were positive, 31% were negative and 33 % were probably
making recommendation about it.
Interpretation: Customer satisfaction level is yet to be achieved. Only after this level
positive word of mouth will spread and customer will recommend. The product is
generally good for industries but the survey covered customers(persons) which may
be the reason for this divergence in recommendation.
4.15.How do you evaluate the services provided by ?
4.15.1 Attention to your enquiries

Valid

Frequency Percent Valid Percent Cumulative Percent

strongly poor
4
4.0
4.0
4.0
Poor
5
5.0
5.0
9.0
Neutral
35
35.0
35.0
44.0
Satisfactory
46
46.0
46.0
90.0
strongly satisfactory 10
10.0
10.0
100.0
Total
100
100.0
100.0
Table4.15.1 : Service evaluation through attention to enquiries.

Graph 16 :

50

Fig 4.15.1 : Service evaluation through attention to enquiries.

Analysis :From the table about 56% of customers evaluate the service through
attention to enquiries. And 35% customers are neutral and 9% are unsatisfied with
customer service at placing enquiries.
Interpretation: Many customer enquiries are attentively responded by the business,
so many of them are satisfied. Staffs are capable of handling queries, address them
properly. Minimum percentage of them are not satisfied it may be because of
drawback of some employees which can be improved by analysing contributing
factor.

4.15.. How do you evaluate the services provided by ?

4.15.2 Order conformation
Valid

Frequency

Percent

Valid Percent

strongly poor
1
1.0
1.0
Poor
7
7.0
7.0
Neutral
32
32.0
32.0
Satisfactory
46
46.0
46.0
strongly satisfactory 14
14.0
14.0
Total
100
100.0
100.0
Table 4.15.2: Service Evaluation by Order confirmation

Cumulative
Percent
1.0
8.0
40.0
86.0
100.0

Graph 17:

51

Fig 4.15.2 : Service evaluation through attention to enquiries.

Analysis:Out of total 60% respondents are satisfied from order confimation where as
32% are neutral and 8% are dissatisfied with it.
Interpretation: With higher satisfction of order confirmation the company is able to
meet the demand of customer.Proper invetory is maintained and demand forecast also
seems to be properly handled by the company team.
4.15 How do you evaluate the services provided by ?
4.15.3Punctuality in delivery.

Valid

Frequency

Percentage Valid

Cumulative

Percentage
Percentage
Poor
3
3.0
3.0
3.0
Neutral
34
34.0
34.0
37.0
Satisfactory
49
49.0
49.0
86.0
strongly satisfactory 14
14.0
14.0
100.0
Total
100
100.0
100.0
Table 4.15.3 Service evaluation by punctuality in delivery
Graph 18

52

Fig 4.15.3 Service evaluation by punctuality in delivery

Analysis : About 63% of the total respondent feel that delivery is punctual, where as
34% are neutral and 3% are dissatisfied with delivery service.
Interpretation : It leads to the fact of beingproduct delivery quicker to the time
given. The proper planning, inventory management and employee capability of
delivery is the main reason for this. Some door to door scheme is also found for extra
charge for the product through survey which seem to apply in this point of
quesstionnaire.

4.15 How do you evaluate the services provided by ?

4.15.4 Management of claims.

Valid

Frequency Percent Valid Percent Cumulative Percent

Poor
5
5.0
5.0
5.0
Neutral
39
39.0
39.0
44.0
Satisfactory
48
48.0
48.0
92.0
strongly satisfactory 8
8.0
8.0
100.0
Total
100
100.0
100.0
Table 4.15.4: Service Evaluation by management of claims

Graph 19:

53

Table 4.15.4: Service Evaluation by management of claims

Analysis : From the table it is seen that 48% are satisfied, 8% are strongly satisfied,
39% are neutral and 5% of customers are distasfied with company's management of
claims that they file.
Interpretation:Many customers/respondents are satisfied which means company is
capable of managing claims and complains regarding Dr. Fixit. Since Dr. Fixit is not
repairable poduct some customers have disatisfactionin this regard. Neutrality occurs
if their is no claims from their side. Company needs to focus for this to little extent to
make it zero claims.

4.16. Assessment of Pidilite in comparison with other suppliers?

4.16.1 Related to supplied product.
Valid
Frequency Percentage Valid

Cumulative

Percentage
Percentage
worse
2
2.0
2.0
2.0
steady 22
22.0
22.0
24.0
better
75
75.0
75.0
99.0
4
1
1.0
1.0
100.0
Total
100
100.0
100.0
Table 4.16.1 : Comparison on the basis of other suppliers
Graph 20:
54

Table 4.16.1 : Comparison on the basis of other suppliers

Analysis : from the table it is clear that 75% of the responents believe that Dr. fixit is
better than competitors in terms of supplies, 22% believe it is steady and 2% believe it
is worse.
Interpretation:Dr. Fixit is from a reputed company Pidilite Industry. Its product has
set a trademark in the market. As Fevikol or Fevikwick, Dr. Fixit is also very much
successful in capturing market. It has a competitive advantage over other suppliers in
terms of product supplies.

4.16. Assessment of Pidilite in comparison with other suppliers?

4.16.2 Related to offer services

Valid

Frequency

Percentage Valid

Cumulative

Percentage
Percentage
worse
5
5.0
5.0
5.0
steady 28
28.0
28.0
33.0
better
67
67.0
67.0
100.0
Total
100
100.0
100.0
Table 4.16.2: Comparison on the basis of offered services.
Graph 21:

55

Fig 4.16.1 : Comparison on the basis of other suppliers

Analysis: The customers those believe that Dr.Fixit offers better services is 67%, 28%
thinks offered services are steady and 5% believe it is worse than competitors.
Interpretation:Many believe Dr. Fixit offers better services compared to others.Dr.
Fixit has active reponses to enquiries, claims and complaints, delivey options. Also it
comes with various attractive schemes in the surveyed area. So most of the customer
are satisfied with the service offered by it.

STATISTICAL TEST (Chi-Square tests)

Objective:To know whether there is a relationship between quality of product and
level of customer satisfaction.
Hypothesis:
Null Hypothesis
A customer assessing quality of product is not satisfied completely.
Alternative Hypothesis
There is significant relationship between quality of product and customer satisfaction

56

Case Processing Summary

Cases
Valid
Missing
N
Percentage N
Quality
* 100
100.0%
0

Total
Percentage N
0.0%
100

Percentage
100.0%

Satisfaction

Chi-Square Tests
Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

.538
.984
.319
100

d.f

Asymp. Sig. (2-

2
2
1

sided)
.764
.611
.572

X = 0.538
p = 0.764
Interpretation:
As the p value is more than 0.05, that is 0.764, we can conclude that there is customer

assessing quality of product is not satisfied completely.

Objective:To know if there is relationship between price of the product and satisfaction of
customer.
Null Hypothesis:
No relationship exists between price of Dr.Fixit and customer satisfaction.
Alternate Hypothesis :
The reasonable price leads to the customer satisfaction.

Case Processing Summary

Cases
Valid
Missing
N
Percentage N

Total
Percentage N

Percentage

Q7 * Q8

0.0%

100.0%

100

100.0%

100

57

Chi-Square Tests
Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

20.596
22.021
3.845
100

df

Asymp. Sig. (2-

4
4
1

sided)
.000
.000
.050

x= 20.596
p= 0.000
Interpretation:
From the above table the p value is 0, hence the reasonable price leads to
the customer satisfaction.

Objective:To find out whether satisfied customer will recommend other to purchase Dr.Fixit
nor not.
Hypothesis:
Null Hypothesis:
Satisfied customer will not recommend others to purchase Dr.Fixit.
Alternate Hypothesis:
Satisfied customer will recommend others to purchase Dr.Fixit.
Case Processing Summary
Cases
Valid
Missing
N
Percentage N
Q11 * Q8 100
100.0%
0

Total
Percentage N
0.0%
100

Percentage
100.0%

Chi-Square Tests
58

Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases
X = 4.920

4.920
4.949
.550
100

df

Asymp. Sig. (2-

4
4
1

sided)
.296
.293
.458

p = 0.296
Interpretation:
Here the p value we can see as 0.296, this tells us that Satisfied customer
will not recommend others to purchase Dr.Fixit.

CHAPTER 5
FINDINGS,
RECOMMENDATION,
CONCLUSION

59

CHAPTER 5
FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

5.1 SUMMARY FINDINGS

From the results analysed and on the basis of objectives of the study following are
the findings ascertained:
1. It is observed from the survey that majority of the customer of product
Dr.Fixit.
2. It is observed from the survey that majority of people frequently buy Dr.Fixit.
3. It is observed that majority of respondents buy Dr.Fixit less than once in a
month.
4. It is revealed from the survey that respondents believe with majority that
Dr.Fixit is qualitative.
5. It is observed from the survey that respondents do not think the product is
costly.
6. From the survey it is observed that the majority of respondents of particular
area choose open market for purchasing adhesive products.
7. It is observed that availability of Dr.Fixit in open market where respondents go
for buying adhesive is prevailing.
8. It is observed from the survey that if in case the price of is lowered the
propensity to purchase the product is more.
60

9. It is observed from the survey that respondents are satisfied with the Dr.Fixit
as a whole. There also exists some number of dissatisfied customers.
10. It is found from the survey when customers/respondents think of the Dr.Fixit ,
it strikes with quality and then budget.
11. The product quality is assessed much more by the customers.
12. It is observed that respondents are highly satisfied with packaging aspect of
product.
13. Respondents were clear about recommending the product to others. But they
were dispersed in this regard.
14. Respondents were satisfied how their enquiries are attended alsoin terms of
order confirmation, punctuality of delivery and management of claims.
However management of claims were are not sufficiently addressed.
15. In terms of comparing with competing substitutes, respondents highly satisfied
with Dr.Fixit supply of products and offered services.

61

5.2CONCLUSION
Pidilite is a renowned company in adhesive manufacturing industry. Customers are
aware of Pidilite and Pidilite products. Among the Pidilite products Dr. Fixit is one.
Customers are satisfied with the product and services by the concerned personnel.
There are variety of adhesive products available in the adhesive market. This has
increased competition. Also the search for brands when it comes to purchase of these
products is minimal. Market availability of other products thus possess threat to the
sales of Dr. Fixit. Therefore mass advertisement programmes, consumer awareness
programme, to be undertaken in different market segments with a view to create
sufficient awareness among the different customers. The authorized dealers and
distributors including retailers should also provide efficient pre and post sales
services, at a low cost and at the right time. These measures would improve the sales
of the Pidilite products, particularly Dr. Fixit and satisfy the consumer needs
satisfactorily.

62

5.3 RECOMMENDATIONS
Following Recommendations are offered in the interest of company and users.

Effective advertisement : As it was found that negligible number of non-user

of exist in the market, proper advertisement and promotion strategies are to be

conducted to catch this segment.

Change in market segment: Dr.Fixit is an industry product. It should be
made household consumable available in small containers. This will help to

grasp the market.

Pricing Strategy: Generally the product is available in bulk quantity. The
company should make product available in small packages and price them

accordingly to grab households and other users.

Distribution of Products :To capture the surveyed market, product should be
made available to mainly in open market and super market. Because most of

the customer depend on these places for buying adhesives.

Marketing Mix elements: Among thevarious marketing mix variables the

company should focus on every aspect of it. By changing product features

Effective service: Customers are satisfied towards the product. However to
meet the qualitativeservice it should focus on management of claims that are
to be obtained from the customers.

63

BIBLIOGRAPHY

Books for Reference

o Philip Kotler, Kevin Lane Marketing Management, A South Asian
Perspective, Twelfth Editiono M/s. RajuDominiquesXardel ->Consumer Behaviour
o Barsky, J.D. &Labagh, R.. A strategy for customer satisfaction. The Cornell
Hotel and Restaurant Administration Quarterly, Third edition
o

Cardozo, R.N. An experimental study of customer effort, expectation and

satisfaction. Journal of Marketing Research

o Oliver, R. Satisfaction: A Behavioral Perspective on the Consumer.
Boston: McGraw-Hill
o Luo, X. & Homburg, C. Neglected Outcomes of Customer Satisfaction.
Marketing Journal, 2007
o McQuitty, S., Finn, A. & Wiley, J. B. Systematically Varying Customer
Satisfaction and its Implications for Product Choice. 2000.
www.google.com
www.nepal.gov.np
www.pidilite.com
www.scribd.com
www.wikipedia.com

64

Annexure

QUESTIONAIRE
Dear Sir / Madam,
I am Ajay Das, student of BMSCE, Bangalore, studying in Final Year MBA.
As a part of my Academic Curriculum, I have undertaken the Project Work on
Consumer Satisfaction Towards Pidilite Products with special reference to
PidiliteIndustries , a case study in Nepal. I request you to kindly answer the
following questions as accurately as possible.

NAME :- _____________
AGE:- _______________
QUALIFICATION:- ______________
OCCUPATION:- ________________
ANNUAL INCOME:- _____________

1. Do you buy DR.Fixit?

a)

Yes

b)

No

2.How often you purchase Pidilite product?

a.
b.
c.
d.

1-2 times a week

5-7 times a week
Once in a month
Less than once in a month
65

3. Do you believe Pidiliteproduct (Dr.Fixit) are qualitative?

a. Yes
b. No
4. Do you feel that Dr.Fixit is too pricy?
a. Yes
b. No

5.

Which of the following is your main source of your shopping for adhesive
products?
a. Super market
b. Open market
c. Internet
d. Other..................................................

6.

Can you find Dr.Fixit there?

a. Yes
b. No

7.

If Dr.Fixit is sold at lower price, would you consider buying it more often?
a. Yes
b. No
c. Not Really

8.

How satisfied are you with Dr.Fixit ?

a) Very unsatisfied
b) satisfied
c) Very satisfied

9.

What comes in your mind when purchasing Dr.Fixit?

66

a. Quality
b. Budget
c. Volume/Rs

10.

How do you assess the quality of Pidilite product?

strongly low

Low

Neutral

High

Strongly High

Product Quality

Packaging

11.

Would you recommend Pidilite product to other?

a) Definitely Yes

c) Definitely not

b) Probably

12.

How do you evaluate the services provided by ?

Strongly
Strongly

Satisfactor

Satisfactor

Poor

Poor

Neutral

Attention to your enquiries

Order conformation

Punctuality in delivery.

Management of claims.

13.

Assessment of Pidilite in comparison with other suppliers?

- Related to supplied product.
a) Worse

c) Better

b) Steady
- Related to offer services.
a) Worse

c) Better
67

b) Steady

68