A

PROJECT REPORT

ON

“STUDY ON CUSTOMER SATISFACTION

AND CUSTOMER LOYALTY IN BHOPAL ”
AT
Ginny Co-Op Press LTD (BHOPAL)

Submitted to
SINGHAD INSTITUTE OF BUSINESS ADMINISTRATION
AND RESEARCH

IN PARTIAL FULFILMENT OF REQUIREMENTS FOR

THE AWARD OF Requirement of
Post graduate diploma in marketing.

BY
Pramod Gupta

PGDM(Mktg.)AICTE

Roll No-28

Project Guide
PROF. Pradnya Bhandare
ACADEMIC YEAR-2009-2011

SINGHAD INSTITUTE OF BUSINESS ADMINISTRATION

AND RESEARCH
KONDHWA, PUNE-48

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 .

CERTIFICATE

This is to certify that Mr. /Ms. Pramod Gupta student of SINHGAD

INSTITUTE OF BUSINESS ADMINISTRATION & RESEARCH; Pune has
completed his field work report at Ginny Co-op Press Ltd. on the topic of
EXPLORING THE MARKET POTENTIAL IN NEW AREA-THROUGH
PROSPECT CLIENTS and has submitted the field work report in partial
fulfillment of PGDM (MKTG) SEM-iv of the UNIVERSITY OF PUNE for the
academic year 2009-2011.

He has worked under our guidance and direction. The said report is based
on bonafide information.

Prof.Pradnya Bhandare AvadhootPol

Project Guide Director

Date:-

Place: - Pune

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DECLARATION

I herby declare that the project titled “EXPLORING THE MARKET

POTENTIAL IN NEW AREA-THROUGH PROSPECT CLIENTS” is an

original piece of research work carried out by me under the guidance and
supervision of Mr. J.K Gupta. The information has been collected from genuine &
authentic sources. The work has been submitted in partial fulfillment of the
requirement of PGDM(MKTG.) AICTE sem-iv .

Place: Pune Signature:

Date:
Pramod Gupta

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ACKNOWLEDGEMENT

A successful project can never be prepared by the single effort of the person to
whom project is assigned, but it is also demand the help and guardianship of some
conversant person who helped the undersigned actively or passively I the
completion of successful project.

I took immense pleasure in completing this project and submitting the final
project report. The last two months with PRINTING PRESS has been full of
learning and sense of contribution towards the organization, I would like to thank
PRINTING PRESS for giving me an opportunity of learning and contributing
through this project. I also take the opportunity to thank all those people that made
this experience a memorable one.

I want to thank Prof. Avadhoot Pol (Director of Sinhgad Institute of Business

Administration and Research) for permitting me to carry out my project assigning
during the course of PGDM(MKTG.) AICTE.

During the actual project work, Mr. J.K Gupta has been a source of inspiration
through constant guidance; personal interest; encouragement and help. I convey
my sincere thanks to him. Inspite of his busy schedule he always find time to
guide me through the project .I am also grateful to him for reposing confidence in
my abilities and giving me the freedom to work on my project.

The project could not have been completed without timely and vital help of other
office staff members for their invaluable guidance, cooperation and moral support
through my project session.

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 Page
Chapter Name
Nos.

INTRODUCTION 1-8

OBJECTIVES 9

SIGNIFICANCE OF THE STUDY 10

LIMITATION AND SCOPE 11

RESEARCH METHODOLOGY 12-13

COMPANY PROFILE 14-19

LITERATURE REVIEW 20-25

DATA ANALYSIS
26

DATA INTERPRETATION
27-34

FINDINGS
35

CONCLUSION 36

RECOMMENDATION 37

BIBLIOGRAPHY 38

ANNEXURE 39-40

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 Executive summary

The objective behind this project is to understand how the research for customer

satisfaction is carried out in Ginny co-op press ltd. Bhopal. The project report required a

thorough study of the various section at all the levels and To conduct the detail study a

print questioner was prepared for the clients of M.P. and also some survey is done on

other printers in Bhopal so than we come to know what is the actual market of Ginny co-

op press ltd.. Where half of the information with the first hand, these question help us to

know what is the reaction of the clients about Ginny co-op press ltd. products and what

we find that the clients are very much satisfied with products of Ginny co-op press ltd .

But in some fields clients are not happy with the service provided by the company so I

suggested some good method to the company which help them to increase the customer

satisfaction as well as sales of the company and also I suggested some good technique to

pressurize the sales executive to keep customer satisfied. Many more things that help him

to know how to keep a good relation with clients in order t to increase sales.

A very good conclusion has been come to know that there is a gap

between the client and company. Further also the survey involved quantities as well as

qualitative research so as to get a vivid picture of the entire scenario quantitative research

was carried out through well structured and designed questionnaire data collected from

the survey was analyzed and conclusion is drawn, based on the information and analysis

made the recommendation or suggestion were put across to the company to improve or

increase the customer satisfaction.

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 INTRODUCTION

About Printing

Printing is a process for reproducing text and image, typically with ink on paper
using a printing press. It is often carried out as a large-scale industrial process, and is an
essential part of publishing and transaction printing.

Printer

operating the screw press

Koenig's 1814 steam-powered printing press

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 A late 1930's Platen printing press model

History of Printing:
• Woodblock Printing
Woodblock printing is a technique for printing text, images or patterns that
was used widely throughout East Asia. It originated in China in antiquity as a method
of printing on textiles and later on paper.

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 • Movable Type Printing
Movable type is the system of printing and typography using movable pieces of metal
type, made by casting from matrices struck by letterpunches. Movable type allowed for much
more flexible processes than hand copying or block printing.

• Offset printing
Offset printing is a widely used printing technique where the inked image is
transferred from a plate to a rubber blanket, then to the printing surface. When used in
combination with the lithographic process, which is based on the repulsion of oil and
water, the offset technique employs a flat (planographic) image carrier on which the
image to be printed obtains ink from ink rollers, while the non-printing area attracts a film
of water, keeping the non-printing areas ink-free.

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 Currently, most books and newspapers are printed using the technique of offset
lithography. Other common techniques include:
 Flexography used for packaging, labels, newspapers
 Gravure printing used for long, high-quality print runs such as magazines,
mail-order catalogues, packaging, and printing onto fabric and wallpaper.
It is also used for printing postage stamps and decorative plastic laminates,
such as kitchen worktops.

Digital Printing
Digital Printing is most widely used for Quality Image printing and generally used
in offices. It includes laser printers, inkjet printers, etc. Digital print quality has steadily
improved from early color and black & white copiers to sophisticated color digital
presses.

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About Printing Industry
Printing Industry encompasses numerous fields of every economy. Printing
Industry generates a wide range of products which require in every step of our everyday
life. Starting from Newspapers, Magazines, Books, Post Cards to Memo Pads and
Business Order Forms each are the products of Printing Industry. Other than the direct
contributions, there are many indirect influences of Printing Industry up on the economy.
This is because, all the activities like Binding, Embossing which generate considerable
amount of income and employment are related closely with the Printing Industry.
Packaging industry and Advertising Industry in many ways depend on the Printing
Industry.

In the Printing Industry, the main Printing Techniques that are used are:
• Lithography-This technique emphasizes on economical use of color.
• Flexography- This technique produces vibrant colors and is used for printing
newspapers and books.

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 • Gravure-This technique is famous for Print Quality and Print Formats and is
mainly used for product printing to be used in packaging industry.
• Letterpress-This technique is used when printing is done on raised surfaces.
• Screen Printing-This technique is mainly used to Print designs on fabrics.

But it is very important to mention that the Printing Industry all over the world are
experiencing high level of technical advancement and there is no doubt that all these
research and development works are contributing immensely to the growth of Printing
Industry across the world.

Printing Industry Trends

Printing Industry Trends has been very significant over the years. This trend is
actually the force that is determining the future of Printing Industry.
The increasing use of Internet in the publishing world has brought a revolution in the
Printing Industry. Remote Distribution of Data and Variable Data Printing has been
possible by the use of Internet. The special ability of Internet of distributing large
quantities of data to diverse locations bridged the gaps of Printing Industry. Earlier,
almost all printing work was used to be done through press. But, in today's world of
technological advancement, many printing work is done from customer's home printer.
Internet publications have opened a new horizon for printing industry. The Publishing
Companies are realizing that it is better to distribute data through Internet in the first step
and to print them in the second step. This is because if they carry out the traditional
process of firstly printing and then distributing then it may generate much more costs. So,
in this context, the biggest challenge faced by the companies which operate through
Printing Press is of lowering costs.

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The pressure of lowering costs has risen more because of the recent technological
advancements which have invented the concept of e-commerce. E-Commerce has
lowered administration costs and the proofing time. To keep pace with these emerging
technologies, the Printing Industry has now concentrated on Digital Printing. But this
advent of technology in the field of printing is killing the Cottage Print Industry.
According to survey, the number of companies in the cottage print industry is going to
decline sharply within 2010.But as a whole we can say that Printing Industry has already
ridden a growth wave through technological innovations and further growth can come
only through new innovations and high level of productivity.

Printing Industry Growth

Printing Industry Growth is an outcome of different actions and reactions which
took place in past few decades all over the world. In most of the cases, growth of any
industry is driven by the increase in demand. The Printing Industry is no exception. The
Growth of Printing Industry has taken place due to rising demands for printed products.
Now if we want to find the reason behind this increase in demand we will find several
factors. Among these, the main factors are Overall Economic Growth, Population
Growth, Increasing Advertising Expenditures and the Advent of Internet.

If we go through detailed analysis, we will find that there has been some key changes in
the Printing Industry in the last two decades. To understand the Printing Industry Growth
we need to discuss these changes in details.

The main changes which contributed significantly to Printing Industry Growth are the
following:

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• Desktop Publishing- This introduced Typographic Print put in place of
traditional Typewritten Print out.
• Personalization of Data- This introduced use of specific data to generate printed
items. This was possible due to increasing use of personal computers and personal
printers.
• Digital Printing- This introduced Toner based and Inkjet based technology.
Digital Printing also holds Variable Data Printing Capacity.
• E-Commerce- E-Commerce has given the relationship between buyers and sellers
a new dimension. E-Commerce or E-Business has strengthened the business
communications and has contributed significantly to Printing Industry Sales.

• Use of Color- In the past decades most of the printing work was done in Black
and White. But, in the present era use of color has risen tremendously in the print
medium. Newspapers, Magazines, Catalogs Printers have shifted to color
reproduction.
• Distributed Production- The production process has changed immensely. From
the Press Centric Production the Printing Industry is slowly moving to Printer
Centric Production.

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 OBJECTIVES OF THE STUDY

• To find out the customer satisfaction in respect of GINNY CO-OP PRESS LTD
• To find out the gap between the company and clients.
• The objective to study the customer satisfaction in respect of the following
factors:
 To Know about the Printing Quality, Service, Rate & Paper Quality.
 Customer Loyalty towards the Firm.
 To know the competitiveness of the market.
 To increase the market share.

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 SIGNIFICANCE OF THE STUDY

The study of customer satisfaction is seen one of the most important areas in the
marketing. An understanding of the psychological and sociological of customers
search and choice process is vital to an in-depth appreciation of later subject such
promotion management research, strategic marketing and others.

Customer key to success of any marketing effort and hence marketers need to know
how and why customers behave the way they do towards marketing related stimuli.

The study of customers helps firm and organization improve their marketing
strategies by understanding issues which as follows:

• The psychology of how the customer thinks feels reason and select between
different alternatives.

• The psychology of how the customer are influenced by his or her enviornment.
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• Limitation in customer knowledge or information processing abilities influences
decision and marketing outcomes.

• How customer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the customer.

SCOPE OF THE STUDY

• Scope of the study mainly to know the current level of customer satisfaction.
• Scope of the study mainly to know the loyalty of the customer towards the
company.
• To give suggestion regarding improvement of performance standard of the
Company
• To inform the management about current level.

LIMITATIONS OF THE STUDY

Though the present study aims to achieve the objective on full earnest and accuracy,
it may be harmed due to certain limitation.

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 • TIME CONSTRAINT: Since the time given for carrying out the survey is
only 60 days, extensive work would not be possible.

• RESPONDENT REFUSAL BIAS: The response given by the respondent may

not be relied upon completely.

• SAMPLE LIMITATION: The number of respondent was just ten, could not
represent the entire customers.

RESEARCH METHODOLOGY

While doing study on customer satisfaction in printing industry, it helps to get the
information related the printing quality, service, rate and quality paper. It also help in
getting the customer requirement and suggestions regarding improvement in the industry.

I am using different types of data collection techniques for collecting information for the
project work.

Following are the data collection techniques used:

Primary Data Collection:
Primary data are the data freshly gathered for a specific purpose or for a specific
research project.

Customer Survey: Collected with the help of using the research instrument
questionnaire that comprises of a combination of open ended & close ended
questions. It involved the procedure of interviewing some major customers.

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Secondary Data Collection:
Secondary data are the data that were collected for another purpose and already exists
somewhere.

Customer Survey: Data collected with the help of company reports for the data
interpretation & analysis.

Type of Research: Type of research used was Descriptive Study.

Sampling Procedures:
 Sampling Unit: The target population for the survey is the customer who make
Maximum orders.
 Sampling Size: 10 number of customers
 Sampling Time: 8-10 Days
 Contact Methods: Personal Interview & Telephonic Interview

Sampling Methods:
Method use for sampling were Probability Sampling and Non-Probability Sampling.
In Probability sampling method, Systematic Sampling were used.
In Non-Probability sampling method, Convenience sampling were used.

Methods of Data Gathering

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 • Collection of Primary Data
 Interview: Personal Interview & Telephonic Interview
 Questionnaires:
Types of Questions used were:
 Open Questions
 Multiple Questions

• Collections of Secondary Data

 Books
 Internet

COMPANY PROFILE

At GINNY CO-OP PRESS LTD, it implies the reflection of the highest standards
in the printing sector, brought about due to a combination of such factors as the latest in
machinery, the use of cutting-edge technology, digital printing, excellent post-press
facilities that include binding and logistics, timely deliveries, that helps you and us
achieve absolute perfection in every job.

About Us
Established in 1989, GINNY CO-OP PRESS LTD is a Bhopal-based company that has
carved a niche for itself through a perfect symbiosis between the highest parameters of
printing technology, creative implementation and quality.

CHAIRMAN

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Mr. J.K Gupta, worked as a employee for four years before setting up GINNY CO-OP
PRESS LTD in 1989. Apart from looking after the production and technological aspects
of the company, he has a deep interest in printing processes and is on a constant
exploration of the best methodologies available across the world.

Vision
To be the leading company in print industry with the significant market share in the own
territory as well as in the neighbours territory.

Mission
The company exists to provide high quality, services and products to the clients serve our
success is dependent on a relentless effort towards.

History of the Organization

Started its commencement with the TRADER machine which was used at the
earlier time in the printing industry, than it came with the technology of SCREEN

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printing & OFFSET printing machine, later on it came with the newly updated
technology called DIGITAL printing by which the Quality of the printing increased as
well as the production also increased.

Quality Policy
None of our products leave the company premises without going through the most
detailed and stringent quality checks. This is the result of a well planned work flow that
has its own check points at every stage of the printing process. Our clients will vouch for
the fact that we operate in an error-free environment.

Departments of the organizations:

• Pre Press
Our Pre-Press is equipped with the best and the latest in the print industry. We
have adapted the globally acclaimed PDF-based workflow system. A report is generated,
which if found critical is passed to the client with suggestions to do the needful. The
Preps helps us to handle with ease the imposition and layout for all jobs.
Also, it allows us to process plates for as fine as a 20 micron dot with FM screening.
The print link generates data files of imaging on plates which are used for ink-setting on
the printing machine.

• Press
The Press is equipped with two state-of-the-art colour printing machines from
MULTILITH & ADVENT PLUS. With a maximum sheet size of 15"x 20", the Multilith
& Advent Plus delivers at a breathtaking speed of up to 12,000 sheets per hour. It also has
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a digital printing machine from KONICA MINOLTA– BIZHUB which prints the clear
images of the Printing.
All this in turn has helped us to offer our customers a 'best price' performance in the
industry.

• Post press
Once the job has been printed, it is time for fine-tuning to take over. With an
process that takes care of Sharp cutting, precise folding and perfect binding. Our post-
print services include cold set lamination, UV curing, creasing, die pinching, pasting,
wire stitching and all types binding and gumming.

Products and Segments

Product Range :

The unit is engaged in the printing of banking and non-banking security forms having
a security value at par with Government currency. It is a matter of pride for the
company that no anti-security acts, tempering, security leaks or thefts have been
noticed. The company has taken security to new heights by providing its
Customers with high quality security forms incorporating cross-lined laser designed
backgrounds printed in single or multi-colours, that provide safeguards against
photographic reproduction. It also employs highly sensitive fugitive, specially
developed the R & D department that provided protection against fraudulent
tampering using glycerol, Butyl 1 Cellosolve, lsopropy, Alcohol, Ethanol, Diacetone
alcohol, Water or other such ink solvents. In a short span of time the company has
established business relations with commercial banks & Govt. organisation. The

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 company is supplying them cheques, drafts and various deposit receipts,

 Posters
 Brochures
 Catalogues
 Books (Coffee Table, Hard Cover, Soft Cover)
 Calendars
 Yearly Planners
 Stationery
 Magazines
 Annual Reports
 Newsletters
 Folders
 Mark sheets
 Yearly Greetings
 Computer Stationery

Clientele
From among the several things, all our customers will most readily vouch for our
standards in creativity, quality and service. Here is a list of some of our reputed clients
whose print jobs commissioned to Ginny Co-op Press Ltd

.GOVERNMENT DEPARTMENT
 M.P PROFESSIONAL EXAMINATION BOARD,BHOPAL
 M.P SECONDARY EDUCATION BOARD,BHOPAL
 COMMRCIAL TAX DEPARTMENT,INDORE
 COMMISIONER TRANSPORT DEPARTMENT,GWALIOR
 COMISSIONER LAND RECORD,GWALIOR
 GOVERNMENT PRESS,BHOPAL
 BARKATULLAH UNIVERSITY,BHOPAL

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 M.P TEXT BOOK CORPORATION,BHOPAL
 DIRECTORATE OF HEALTH DEPARTMENT
 P.H.E DEPARTMENT BHOPAL
 MEHILA BAL VIKAS DEPARTMENT

BANK

 BANK OF BARODA,BARODA
 STATE BANK OF INDIA,LHO BHOPAL
 RESERVE BANK OF INDIA,BHOPAL
 BHOPAL CO-OPERATIVE CENTAL BANK LTD,BHOPAL
 M.P STATE CO-OPERATIVE BANK LTD,BHOPAL
 M.P STATE CO-OPERATIVEAND RURAL DEVELOPMENT BANK
LTD,BHOPAL
 BHOPAL NAGRIK SAHKARI BANK LTD,BHOPAL
 JHARNESHWAR NAGRIK SAHKARIBANK MYDT. ,BHOPAL
 ASTHA MAHILA NAGRIK SAHKARIBANK MYDT. ,BHOPAL
 SADGURU NAGRIK SAHKARI BANK LTD. ,BHOPAL
 SHRI SATYA SAI NAGRIK SAHKARI BANK MYDT. ,BHOPAL
 MAHANAGAR NAGRIK SAHKARI BANK,BHOPAL
 PARASPAR SAHAYAK CO-OP BANK,INDORE
 INDORE PREMIER CO-OP BANK,INDORE
 JILA CO-OPERATIVE BANK LTD.,SEHORE,CHHINDWADA
 JILA CO-OPERATIVE BANK LTD.,RAIPUR,JAGDALPUR

SEMI GOVERNMENT DEPARTMENT

 LIFE INSURANCE CORP.,BHOPAL

 BHARAT SANCHAR NIGAM LIMITED,BHOPAL

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 M.P STATE BANK KARMCHARI SAKH SAMITI,BHOPAL
 M.P RAJYA LAGHU VANOPAJ SAHAKARI SANGH MYDT.
 M.P TOURISM,BHOAPL
 M.P AGRO INDUSTRIES LTD.,BHOPAL
 ICM,BHOPAL
 M.P STATE CO-OPERATIVE MARKETING FEDERATION LTD.
 BHOPAL DUGDHA SANGH MYDT.,BHOPAL
 M.P RAJYA SAHKARI SANGH MYDT. BHOPAL

LITERATURE REVIEW

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 Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four of a Balanced Scorecard.

Customer Satisfaction = Result – Expectation

Customer is the God
Customer is the King
Customer is the Boss

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy. There is a substantial body of empirical literature that establishes the
benefits of customer satisfaction for firms.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers.
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.

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Customer satisfaction is an 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 such as return and recommend rate. The level
of satisfaction can also vary depending on other factors the customer, such as other
products against which the customer can compare the organization’s products.

The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement in
terms of their perception and expectation of performance of the service being measured.

After measuring customer satisfaction, its implementation is very important. This

implementation should be done as early as possible. If any company does not implement
it early or not able to improve facility continuously or less alertness towards this may lose
the customer permanently.

Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The
International Customer Service Standard (TICSS). TICSS enables organizations to focus
their attention on delivering excellence in the management of customer service, whilst at
the same time providing recognition of success through a 3rd Party registration scheme.
TICSS focuses an organization’s attention on delivering increased customer satisfaction
by helping the organization through a Service Quality Model.
TICSS Service Quality Model uses the 5 P’s – Policy, Processes, People, Premises,
Product/Services, as well as performance measurement. The implementation of a
customer service standard should lead to higher levels of customer satisfaction, which in
turn influences customer retention and customer loyalty.

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Review of Customer Satisfaction
The most widely accepted model of customer satisfaction is the expectancy-
disconfirmation paradigm (Patterson, Johnson and Spreng, 1997). In this model, when a
consumer's expectation of performance is met, the expectation is said to be confirmed.
When actual performance is below the expected level of performance, the expectation is
negatively disconfirmed and when actual performance exceeds the expected level of
performance, the expectation is positively disconfirmed. Overall satisfaction is considered
a multi-attribute model in which overall satisfaction has multiple components.
Early research into satisfaction investigated satisfaction as a uniform construct across all
product categories and in all markets. There was an implicit assumption that satisfaction
is evaluated in the same way for all types of offerings. As the investigation of customer
satisfaction matures, this assumption has begun to be questioned. Yi (1990), in a review
of consumer satisfaction, anticipates that satisfaction varies from one product category to
another when he questions, "Are the links between the variables different across
consumers, products, or situations?" (p. 107). This suggests that the characteristics of an
offering influence which aspects buyers use when making satisfaction judgments. For
example, satisfaction with office supplies may be driven by satisfaction with the vendor
whereas satisfaction with a fork lift may be more influenced by characteristics of the
product itself, such as its reliability (Kauffman, 1994).

Mittal, Ross, and Baldasare (1998) find that "a consumer can be both satisfied and
dissatisfied with different aspects of the product" (p. 34) at the same time. Thus, a
customer might experience overall satisfaction in spite of components that are
dissatisfying. Hypothetically, for example, a customer might experience high overall
satisfaction because the salesperson was very accommodating and helpful and the vendor
shipped on time, even though the product itself was not optimal. This ability to be
simultaneously satisfied and dissatisfied with different attributes of the offering is
important to marketers; by understanding the relative importance of attributes, marketers
can spend resources on those attributes that increase levels of overall satisfaction while
avoiding expenditures on attributes that have little influence on overall satisfaction
(Kellar and Preis, 2003).

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In industrial markets, components of customer satisfaction have different relative weights
than in consumer markets; furthermore, parallel to findings for consumer markets,
industrial buyers consider multiple attributes when making satisfaction judgments
(Patterson, Johnson, and Spreng, 1997). Kauffman (1994) shows that when industrial
buyers evaluate overall satisfaction, product attributes such as physical characteristics,
nonphysical characteristics (such as warranty), price, and distribution, vary in importance
depending on the product.

The product categories investigated by Kauffman (1994) are capital equipment,

administrative purchases, and production process items. Thus, for example, price could
outweigh all other characteristics when evaluating items used in production processes but
nonphysical characteristics, such as warranty or reliability, might be more important
when evaluating capital equipment where a breakdown could idle an entire assembly line.
Kauffman (1994) also finds that differentiated products are evaluated differently than
undifferentiated (commodity) products.

Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings

2. Respond to Messages Promptly & Keep Your Clients Informed

3. Be Friendly and Approachable

4. Have a Clearly-Defined Customer Service Policy

5. Attention to Detail (also known as ‘The Little Niceties’)

6. Anticipate Your Client’s Needs & Go Out Of Your Way to Help Them Out

7. Honour Your Promises

Customer Satisfaction Research

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Customer Satisfaction Research is that area of marketing research which focuses on

customers perception with their purchase experience.

Many firms are interested in understanding what their customers thought about their

purchase experience, because finding new customers is generally more costly and

difficult that servicing existing or repeat customers.

Types of Research:

• Exploratory Research

• Descriptive Research

• Experimental Research

• Exploratory Research: It is generally based on the secondary data that are

readily available. It does not have a formal and rigid design as the researcher may

have to change his focus or direction, depending on the availability of new ideas

and relationships among variables. The objective of exploratory research is to

generate new ideas.

• Descriptive Research: This study are undertaken in many circumstances. When

the researcher is interested in knowing the characteristics of certain groups such as

age, sex, educational level, occupational or income, a descriptive study may be

necessary. The objective of such a study is to answere the “who, what, when,

where, and how” of the subject under investigated. Descriptive studies are well-

structured.

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 • Experimental Research: A experimental research investigates the cause and

effect relationship between two or more variables. It is based on reasoning along

well tested lines. The principles used are the method of agreement, the method of

negative agreement and the method of concomitant variation.

DATA ANALYSIS

Analysis of data is a process of inspecting, cleaning, transforming and modeling data

with the goal of highlighting useful information, suggesting conclusion and supporting
decision making. Data analysis has multiple facets and approaches, encompassing diverse
technique under a variety of names, in different business, science and social science

32
domains.

Importance of Data Analysis:

• Structuring the findings from survey research or other means of data collection.
• Break a macro picture into a micro one.
• Acquiring meaningful insights from the dataset.
• Basing critical decisions from the findings.
• Ruling out human bias through proper statistical treatment.

Process of Data Analysis:

• Data Cleaning
• Initial data analysis.
It includes:
 Quality of data
 Quality of measurement
 Characteristic of data sample
 Final stage of the initial data analysis
 Analyses

DATA INTERPRETATION

Data interpretation is part of daily life for most people. Interpretation is the process of
making sense of numerical data that has been collected, analyzed, and presented. People
interpret data when they turn on the television and hear the news anchor reporting on a
poll, when they read advertisements claiming that one product is better than another, or

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when they choose grocery store items that claim they are more effective than other
leading brands.

• Data Interpretation involves explaining those patterns and trends.

• The act or process of interpreting or explaining;
• The result of interpreting; an explanation;
• The process of data interpretation starts with the gathering of data.

Q.1) From how many years are you in relation with the company?

Options Responses
1-5 Yrs 00
6-10 Yrs 12.5%
11-15 Yrs 50%
15-20 Yrs 25%

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 > 20 Yrs 12.5%

Interpretation: In analysis of this data, the maximum customers in relation with the
company are 50% from 11-15 Yrs., than followed by 25% from 15-20 Yrs., 12.5% from
1-5 Yrs. and more than 20 Yrs.

Q.2) How satisfied are you with the rate?

Options Responses
Extremely Satisfied 37.5%
Very Satisfied 62.5%
Somewhat Satisfied 00
Unsatisfied 00
Very Unsatisfied 00
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Interpretation: In analysis of this data, 62.5% are Very Satisfied and 37.5% are
Extremely Satisfied with the rate.

Q.3) How satisfied are you with the quality of printing and paper?

Options Responses
Extremely Satisfied 62.5%
Very Satisfied 37.5%
Somewhat Satisfied 00
Unsatisfied 00
Very Unsatisfied 00

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Interpretation: In analysis of this data, 62.5% are Extremely Satisfied and 37.5% are
Very Satisfied with the quality of printing and paper.

Q.4) How satisfied are you with the service you received?

Options Responses
Extremely Satisfied 75%
Very Satisfied 25%
Somewhat Satisfied 00
Unsatisfied 00
Very Unsatisfied 00

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Interpretation: In analysis of this data, 75% are Extremely Satisfied and 25% are Very
Satisfied with the service provided.

Q.5) Do you get the required material in time?

Options Response
Sometimes 00
Yes 100%
No 00

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Interpretation: In analysis of this data, there is a 100% Satisfaction about the delivery of
the required material in time.

Q.6) Do you recommend about our company to others?

Options Responses
Definitely 87.5%
Probably 12.5%
Might or Might not 00
Probably not 00
Definitely not 00

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Interpretation: In analysis of this data, 87.5% Definitely recommends and 12.5%
Probably recommends to others.

Q.7) Suggestions by the Client

“To maintain the present status”

-Directorate of Accounts

“The Company may update the latest print equipment for providing quality
printing.
-Directorate of Medical & Health Services

“Satisfied with the quality of printing”

-State Bank of India Bhopal

“To develop for carton printing job also apart from regular printing job”

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 -Bhopal Dugdha Sangh

“The company should come with more technology in printing. Overall it is good”
-M.P Tourism

“Well overall as far as service is concerned it is of complete satisfaction with

quality in Printing”
-Reserve Bank Of India

FINDINGS

• Major client are in relation for 10-20 years with the firm.
• Satisfied with the rate, quality and service provided.
• There is a timely delivery of the material within the given period.
• Firms have created a good reputation and maintain its image with high market
share.
• There were many suggestions given by the client which will help the firm in
fulfilling and providing the requirement.

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 CONCLUSION

By analyzing the customer satisfaction research at Ginny Co-op Press LTD, they
have created a good reputation and have maintained its status in the market. The firm
is always at the step ahead in giving the quality and service to their permanent
customers. The advantage of the firm is that it has a good relation, time-to time
communication and face-to-face interaction with the customers. By doing this strategy
a firm has gain a good customers from the market.

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 RECOMMENDATIONS

• Firm should go to a depth study of the client requirement.

• Increase production capacity
• Expansion in different field like packaging and web fed printing.
• To update new technology.
• Continue maintaining the reputation and image of the firm in the market.

BIBLIOGRAPHY

• Marketing Management – Philip Kotler

• En.wikipedia.org
• Past Project Reports

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 • www.historyguide.org
• Inventors.about.com/printing.htm
• www.bookrags.com
• www.economywatch.com

ANNEXURE

Dear Respondent,
The information provided by you will be with the company and will be kept confidential.
The information will only be used for the academic purpose and for the company’s use.

1. Name of the organization:

2. Name of the respondent:

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3. From how many years are you in relation with the company?

1-5 Yrs 6-10 Yrs 11-15 Yrs 15-20 Yrs More than 20 Yrs

4. How satisfied are you with the Rate?

Extremely Satisfied Very Satisfied Somewhat Satisfied

Unsatisfied Very Unsatisfied

5. How satisfied are you with the quality of printing and paper?

Extremely Satisfied Very Satisfied Somewhat Satisfied

Unsatisfied Very Unsatisfied

6. How satisfied are you with the service you received?

Extremely Satisfied Very Satisfied Somewhat Satisfied

Unsatisfied Very Unsatisfied

7. Do you get the required material in time?

Sometimes Yes No

8. Do you recommend about our company to others?

Definitely Probably Might or Might not

Probably not Definitely not

9. Suggestions from Customers about Printing / Service?

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