CHAPTER I INTRODUCTION TO THE STUDY

1.1 INTRODUCTION DEFINITION OF CUSTOMER SATISFACTION: Because the concept of customer satisfaction is new to many companies it is important to be clear on exactly what is meant by the term. Customer satisfaction is he state of mind that customers have about a company When their expectations have been met or exceeded over the life time of the product or service. The achievement of customer satisfaction leads to company loyalty and product repurchase. There are some important implications of this definition. Because customer satisfaction is a subjective, non quantitative state, measurement would not be exact and will require sampling and statistical analysis. Customer satisfaction measurement must be undertaken with an understanding of the gap between customers expectations and attribute performance perceptions. Satisfaction itself can refer to a number of different facts of the relationship with a customer. For example, it can refer to any or all of the following. Satisfaction with the quality of a particular product or service. Satisfaction with an ongoing business relationship. Satisfaction with the price-performance ratio of a product or service. Satisfaction because of a product/service met or exceeded the customers expectations. Each Industry could add to this list according to the nature of the business and specific relationship with the customer.

CUSTOMER AND HIS NEEDS Broadly a customer can be defined as a user or a potential user of a companies product or its services. So defined, customer would obviously be the consumer of the companys product. Identification of customer should be followed by identification of his needs. The process of fulfilling customer needs so identified would necessitate tailoring companys products and services to what the customers wants, rather than making him helplessly accept whatever the company can provide. Designing products and services to suit the requirements of customers is one part of the story. The other part is good delivery, because bad delivery of a perfectly designed product or service is as disastrous as perfect delivery of a badly conceived product or service. Bother are indicative of poor marketing. Good product or service do not automatically or necessarily lead to customer satisfaction. In the present times customers satisfaction is what matters. Or, should matter. Meaningful appraisal of customer satisfaction is an essential activity of a company.

1.2 OBJECTIVES OF THE STUDY THE MAIN OBJECTIVES ARE To analyse the customer satisfaction towards consuming Elgi Ultra Table Top Grinders. To find out the effectiveness of After Sales Service. To analyse the factors that influence the customers to prefer Elgi Ultra Grinders over other brands. To identify the salient features of Elgi Ultra Table Top Grinders. To suggest improvement in the quality of customer service.

1.3 NEED AND SCOPE OF THE STUDY This study will help the ELGI ULTRA COMPANY to know about the customer satisfaction level and to improve the business prospects and After Sales Service.

1.4 LIMITATIONS OF THE STUDY The scope of the survey is limited to Coimbatore city only, due to constraints on accessibility and time. Secondary data has been used in the project. The reliability of such data cannot be very much vouchsafed for.

1.5 RESEARCH METHODOLOGY RESEARCH Research is defined as scientific and systematic search for pertinent information on a specific topic. Research is an art of scientific investigation. The advanced learners dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch knowledge. For conducting the market study, an appropriate methodology is to be adopted. The sources available and the means that should be adopted to acquire the needed information should be found out. RESEARCH DESIGN A research design is the specification of methods and procedures for acquiring the required information. It is the overall operation pattern of the project that stipulates what information is to be collected from which source and by adopting what procedures. The most useful method to find out the level of consumer satisfaction is to interview the common buyer. To be more precise in gathering the data a Opinion gathering, The questionnaire was supplemented by personal interview.

discussion and personal interview were also adopted to collect the data. like literate and ill-literate customers. SAMPLE STUDY

questionnaire covered all relevant aspects for the study and taken into account factors

The student has collected a total sample size of 110 respondents from Coimbatore city. The respondents were the users of Elgi Ultra Table Top wet grinders. The addresses of the users of the Elgi Table Top Grinders were collected from the dealers of Elgi Products.

PILOT STUDY The questionnaire framed was pre-tested by a pilot study covering about 10% of the total respondents. After that certain modifications and inclusions were made in the questionnaire so as to make the study more effective. The modified questionnaire was then issued to all the respondents. More questions were asked then and there during personal interview. METHOD OF DATA COLLECTION The student has collected primary data with the help of direct questionnaires. both open ended and closed ended questions are included in the questionnaire.

CHAPTER - II REVIEW OF LITERATURE

International Journal Service And Services And Standards Issue: V013 No 112007 P.No 39-63[1999] Micro and macro analysis of service in India to capture the potential market. In India more than 55 million cars are generating Rs.100000 million per year. Hence this paper focused on understanding whether the Indian car service industry has considered servicing as a line of business. To carry analysis of questionnaire survey was conducted reliable service is most important four wheeler services in India to capture the market. Customer loyalty, a literature review & analysis Working Group -Marketing Strategies & Consumer Policy Paper prepared by: Jacques Rossat (CH), Jan Larsen (NO), Drahomir Ruta (CZ),Manfred Wawrzynosek (PL) It emerges from market research studies that price is the main driven criteria of customers needs and wants but it would be hasardous to only take into account this aspect. It clearly arises from a number of studies that customers are very sensible to the quality of services (reliability, simplicity, guarantees, etc). Therefore, it is worthwhile for marketers to explore the range of services that can be developed in view to meet customers needs. Customer satisfaction review ( 1996 ) . BY Fornell Claes. Johnson Micheal .D, Anderson Eugene The Hindu , February 10,2010 by Hema swaminathan High level of satisfaction will produce increased customer loyalty Anticipation customer need can drive innovation. Companies fail to realise that if employees are freed from the pressure of bringing out big ideas, they can actually come up with small but effective innovations which may give rise to new product or serivce that can change the business for better.

Customer Satisfaction Fables By Dawn Iacobucci, Kent Grayson and Amy Ostrom July 15, 1994 Do customers judge service on the core offering (e.g., the plane flight) or on the supplemental frills (e.g., the movie and meal during the flight)? The authors point out that the concept of customer satisfaction is nothing more than good marketing, something companies should have been striving for all along. Avoiding the Customer Satisfaction Rut By Fredrik Dahlsten July 15, 2003 Companies must move beyond merely fixing what has gone wrong to developing what will go right by refocusing on the actual customer experience.

CHAPTER III INTRODUCTION ABOUT THE COMPANY

This project work titled Customer satisfaction towards Elgi Ultra Table Top Grinder has been carried out to assess the level of satisfaction towards consuming the Elgi Ultra Table Top Grinder. Now a days, wet grinder is an essential domestic appliance needed in every home. Many companies having introduced many types of grinders, (conventional, Tilting and Table Top Grinders). Elgi Ultra Ltd., is a pioneer in introducing Table Top Grinders in our country. In 1992 the company commenced manufacture of Table Top Grinders and introduced, two models i.e. Ultra+ and Ultra Pride. Elgi Table Top Grinders are exported to various countries in the world. Presently there are many competitors in the market. Elgi Ultra Table Top Grinder is a multipurpose product.. Even though many brands have come into the market, Elgi Ultra stands No.1 among the competitors. In the 1990s, many companies realized the importance of being customer oriented. Most of the companies designed their products without customer inputs, only to find they rejected in the market and most of the companies forget the importance of after sales service, only to loose them to competitors later. Competition is not between companies but rather the whole net work of customers, employees, suppliers, retailers etc. Prize goes to the company that has built better net work. Perhaps the most distinctive professional marketers is the ability to create, maintain and enhance brands. A brand is essentially a sellers promise to consistently deliver specific set of features, benefits and services to the buyers. The best brands in the market are those which convey a guarantee of quality. The combined annual business of the Company is in excess of Rs.4 billion and employees close to 2400 people. Elgi Ultra Industries Ltd., an ISO 9001-2000 Company started its operations in the year 1983. It currently manufactures products for different Industries, which includes consumer durables, textile accessories, Drip Irrigation System, Plastic extruded components, horns, wipers, Industrial fabrics and rubber molded components. employees close to 200 people. Quality policy of the company is to achieve customer satisfaction by fulfilling the commitments and providing reliable products and services. 10 The annual business is about Rs.410 million and

ELGI ULTRA INDUSTRIES LIMITED Formerly ELGI POLYTEX LIMITED belongs to a reputed ELGI Group of Companies based at Coimbatore, which had its genesis in the early 1900s. The beginnings of the group were primarily in the transportation sector and progressively by virtue of the experience in the automotive business, a further diversification was made into manufacture of garage and service station equipments With this foundation the group has now networked into a wide range of products relating to only automotive products but also other industries .One such venture primarily to cater to the textile industry is ELGI ULTRA INDUSTRIES LIMITED. OBJECTIVES OF THE COMPANY To achieve customer satisfaction by fulfilling its commitments. To provide reliable products and services. This will be achieved through Customer centric focus in all activities. Continual improvements in system and work methods. Compliance with statutory requirements. Ensuring fair and ethical practice.

11

3.2 PRODUCTS OF ELGI ULTRA INDUSTRIES LIMITED INDUSTRIAL PRODUCT DIVISION ELGI ULTRA INDUSTRIES LTD was incorporated in the year 1981 to manufacture RAPPTEX type of Loom parts (rubber products reinforced with fabric) in collaboration with Verseidag Beltech AG, Switzerland. Through its own internal efforts, ELGI ULTRA INDUSTRIES LTD., developed Spindle tapes. This was a pioneering effort in the Indian Market and by virtue of total dedication to service final and sales later, a leadership position was obtained. This effect is continuing even today. The Company using their expertise gained in moulding of rubber good reinforced with fabric, has gone in for supply of Moulded rubber products, etc., all purely meant for exports to European countries. The Company during 1989-90 has started Plastic Division to manufacture Nylon Tubes, PU tubes, LDPE tube, HDPE Pipes, LDPE Semi Embossed film, etc., for various applications including Pneumatic valves, automobiles and tyre industry. CONSUMER PRODUCTS (ULTRA) DIVISION During the year 1994-95, ELGI ULTRA INDUSTRIES LTD., has taken over the wet grinder business and the grinder is unique in many respects namely, tabletop model, weighing 17 kgs. With a unique patented conical grinding stones for grinding batter which keep the batter fresh for more than 2 to 3 days. This is being marketed in two models namely, 2 ltrs (GRIND +) and 1.25 ltrs. (PRIDE +) with 12

optional attachments such as Atta Kneader and Coconut Scraper, which receives support, not only domestic but also exports. We have also specifically designed grinders with 110V capacity to meet the needs of the US market. The Company which was started primarily to cater Textile Industry now caters the needs of not only the Textile Industry but also include Industrial customers like paper, tyre engineering and host of other industries besides marketing of Wet Grinders.

13

BRIEF WRITEUP ABOUT THE PRODUCTS MANUFACTURED SYNTHETIC SPINDLE TAPES The spindle tapes are made of rubber and fabric. The fabric after being coated by rubber, is cut into required sizes. The coated fabric so cut into different lengths an widths are called as spindle tapes. The width of the spindle tapes varies from 10mm to 25mm and the thickness of the fabric is 0.53mm and the rubber thickness is 0.05mm. It is mainly used in Textile machinery frames to rotate the spindles. LOOM COMPONENTS: Loom Components are used as parts of weaving looms. It is made with fabric coated with rubber solution made with synthetic rubber, solvents and chemicals. The coated fabric is cut into various sizes and subsequent operations of rolling, winding and forming follow to attain the particular shape of the end product. The preformed products are then finally moulded into specific shapes. HIGH PRESSURE PLASTIC HOSES & TUBES: Different types of plastic granules are heated in an oven and then fed into an extruder and are drawn into pipes of various sizes. These pipes on coming out from the extruder is being subjected to printing the brand name of our Company by a printing machine and then wound into specific lengths depending upon the customers requirement. These pipes are used for pneumatic applications, in automobiles and as main line and subline for conveying water in drip irrigation systems. DRIP IRRIGATION SYSTEM This system consists of various equipments linked together and usually includes: i. ii. iii. A control station (mesh filters, fertiliser injectors, metering valves, nonreturn valves, pressure regulators, pressure gauges, air vents, etc.) An underground network (distribution lines and branch lines which carry the water from the control station to the irrigation zone) and : A surface network (dripper lines incorporation the drippers). The underground and surface network consists of main line and subline pipes. The pipes used for mainline and sub mainline are PVC pipes and that of the lateral pipes (surface network) is LDPE pipes.

14

We manufacture LDPE pipes and some equipments in our factory but buy from outside PVC pipes and fittings and some other components. As it is not possible to manufacture all the items that go into the Drip Irrigation System as they are of different types and it may not be viable to manufacture all the items. Value wise LDPE and PVC pipes constitute approximately 30% and 40% of the total value of the system. The entire system is sent from our factory as separate equipments through our dealers, i.e., LDPE pipes, PVC PIPES, Filters, Drippers, Connectors, End block, pressure gauge, etc., then the assembly is done at the field like laying the pipes, fitting the drippers in the pipes and installing the filter and other equipments depending upon the field conditions and crop requirements. INDUSTRIAL FABRICS Nylon yarn is procured from manufacturers and the same is loaded into the Twisting machine to convert the flat yarn to twisted yarn in cones. The twisted yarn in cones is used for both warp and weft Warping machine is being used to load the yarn in cones, into the beams in the machine, the process is called sectional warping. Then the yarn in the warping machine beams will be loaded in the looms for weaving. The yarn in the cones is also wound in the pirns by using winding machine. Then the pirns will be loaded in the looms for weft filling. FLAT BELTS: The fabric is calendared with rubber and cured in the press. The rubber is specially compounded in the factory to obtain the required properties. The layers of polyamide coated with special glues are laminated and top layer and bottom layer of fabric and rubber or leather are then pressed, heated and cured using he fully automatic press. The material thus obtained is slit, skived, and joined to make endless Flat Belts ready for use in mechanical drives. The belts are high energy efficient belts. The end use of flat belts is to transmit power from Motor to machinery. RUBBER MOULDED COMPONENTS ELGI ULTRA INDUSTRIES LTD., manufactures Precision Rubber Moulded parts, metal bonded rubber moulded components, fabric canvas reinforced rubber moulded parts, which are used in the field of automobile, lift, engineering, textile and processing industries. The Company also has an inhouse toolroom to produce moulds

15

and dies and thereby have the capacity to produce rubber components to suit the customers specifications and drawings.

AIR HORNS AND PNEUMNATIC WIPERS The Company also manufacture Air Horns and Pneumatic Wipers used Light Commercial Vehicles, Heavy Commercial Vehicles and Railway Locomotives. L.D.P.E. SEMI EMBOSSED FILM ELGI ULTRA INDUSTRIES LTD., manufacturers Semi Embossed Film used as a liner material in the Rubber Industry. Semi Embossed film is manufactured with 100% Low Density Polyethylene. The raw material is extruded and cast on the embossed roll and cooled. This process enables the film to retain the emboss on the film even when subjected to high temperature and stretch during calendaring. ELGI ULTRA INDUSTRIES LTD., can produce film of any colour and specification as per the requirement of the customer confirming to the following: Standard colours are Milky white, Yellow, French Blue, Red and Natural. However any other colour as per customers requirement can be supplied subject to a minimum order of 1000 kgs. The minimum base thickness that can be produced is 40 microns and the maximum is 150 microns. The minimum embossed thickness that can be produced is 110 microns and the maximum is 220 microns. The maximum width that can be produced is 1200 mm. The diamond shaped embossing in the film helps in the easy removal of air between the film and the rubber while calendaring resulting in the easy and distortion free removal of the film from the rubber. The film is used as a liner to the calendared rubber to retain the properties of rubber and also to prevent dust and other foreign matters from sticking to the rubber while calendaring and during storage before taken for further processing. Semi embossed film is used by Tyre manufacturers, Tread and Bonding Gum manufacturers, Conveyor Belt manufacturers and other Rubber Coated fabric manufacturers. 16 in

 TABLE TOP WET GRINDERS The Unique type of grinders that is marketed by ELGI ULTRA INDUSTRIES LTD.,have new features like conical grindstones (Patent registered) that reduce heat due to friction, smooth running of the motor,path of least resistance and flawless weight balance. All of which work together to keep the batter fresh. The compact size of the stainless steel drum facilities direct storage in the refrigerator. Other improved features include international design, noiseless, vibration free running, amazingly easy operation and maintenance, soft touch switch and a fully rotating handle. Accessories like coconut scraper, kneader, etc., come at an additional cost. Modern living has many conveniences. Ultra pride+is the latest among them it helps make terrific idlis and dosas and ensures that grinding is never a sour experience again. This is being sold in two models with a capacity of 2 liters.(ULTRA GRINDER +)and 1.25 liters (ULTRA PRIDE+). The company has also got ISO certification in the year 2003

17

18

CHAPTER -IV ANALYSIS AND INTREPRETATION

TABLE NO 4.1 TABLE SHOWING EDUCATIONAL QUALIFICATION OF RESPONDENTS

S. NO 1 2 3 4 5

EDUCATIONAL QUALIFICATION Sslc/Hsc Diploma/ Degree Post Graduate Illiterate Others TOTAL

NO. OF RESPONDENTS 7 53 35 9 6 110

PERCENTAGE (%) 6 48 32 9 5 100

INTERPRETATION: From the above table we are able to know about the educational status of the respondents. 48% of the respondent are diploma/Degree, 32% of the respondent are post graduation, 9% of the respondent are illiterate, 5% belong to the other category. INFERENCE Therefore the group under Diploma/Degree educated people are well aware about the ELGI ultra table top grinders.

CHART NO 4.1 19

CHART SHOWING EDUCATIONAL QUALIFICATION OF RESPONDENTS

5 0 4 5 4 0 3 5 P enta e erc g 3 0 2 5 2 0 1 5 1 0 5 0 S L /H C SC S 6

4 8

3 2

9 5

D iplom / a D ree eg

P ost Gra te dua

Illitera te

Others

S L /H C SC S

D iplom / D ree a eg

P t Gra te os dua

Illitera te

Others

20

TABLE NO 4.2 TABLE SHOWING MONTHLY INCOME LEVEL OF RESPONDENTS RANGE OF S. NO 1 2 3 4 MONTHLY INCOME Below Rs. 6000 Between Rs. 6001 to Rs. 10001 Between Rs. 10001 to Rs. 20001 Above Rs. 20001 TOTAL INTERPRETATION: From the above table 40% of the respondents income level is Between Rs. 6001 to Rs. 10001, 36% of the respondents income level is above Rs. 20001, 18% of the respondents have income from between Rs. 6001 to Rs. 10001and 6 % of the respondents have income below Rs.6000 . INFERENCE Majority of the respondents are earning in the range of monthly income of Rs.10001 -Rs.20001.

NO. OF RESPONDENTS 6 20 44 40 110

PERCENTAGE (%) 6 18 40 36 100

21

CHART NO 4.2 CHART SHOWING MONTHLY INCOME LEVEL OF RESPONDENTS

4 0 3 5 3 0 P ercenta e g 2 5 2 0 1 5 1 0 5 0 B elow R 00 s.6 0 6 1 8

4 0

3 6

B etween B etween Above R 0 1to R .1 0 1to R 0 0 s.6 0 s 00 s.2 0 1 R 00 s.1 0 1 R 0 0 s.2 0 1 B etweenR .6 0 to R 0 0 s 01 s.1 0 1 Above R 0 0 s.2 0 1

B elowR .6 0 s 00 B etweenR .1 0 1to R .2 0 1 s 00 s 00

22

TABLE NO.4.3 TABLE SHOWING OCCUPATIONAL STATUS OF RESPONDENTS OCCUPATIONAL STATUS Industrial Labour Private/Public Sector Government Employee Professional Employee Teaching Profession Business Men Others TOTAL NO. OF RESPONDENTS 10 36 25 12 9 16 2 110 PERCENTAGE (%) 9 33 23 10 8 15 2 100

S. NO 1 2 3 4 5 6 7

INTERPRETATION: From the above table we are able to know about the occupational status of the customers. 10% From that 33% of the respondent are Private/Public Sector, 23% of the respondent are Government Employee, 15% of the respondent are Business Men, of the respondent are Professional Employee, 9% of the respondent are Industrial Labour ,8% are teaching professional and 2% of the respondent belong to the other category. INFERENCE Majority (33%) of the respondents belong to private/public sector employees.

23

CHART NO 4.3 CHART SHOWING OCCUPATIONAL STATUS OF RESPONDENTS

3 5 3 0 P ercenta e g 2 5 2 0 1 5 1 9 0 5 0 Industria l L bour a

3 3 2 3 1 5 1 0 8 2 Gov ernm ent E ployee m T c ea hing P rofession Others

Industria L bour l a Profess iona E ploy l m ee Others

P a P riv te ublicS ector T chingP ea rofess ion

Gov ernm E ployee ent m B usinessMa n

24

TABLE NO - 4.4 TABLE SHOWING THE NUMBER OF CUSTOMERS WHO OWN OTHER MODEL OF GRINDERS BEFORE BUYING ELGI ULTRA TABLE TOP GRINDER NO. OF RESPONDENTS 53 57 110 PERCENTAGE (%) 48 52 100

S. NO 1 2

RESPONSE YES NO TOTAL

INTERPRETATION: From the above table we conclude that 51% of the respondents did not own grinders of other brands before using Elgi Ultra Table Top Grinder and 48% of the respondents owned grinders before using Elgi Ultra Table Top Grinder. INFERENCE Majority (52%) of the respondents did not own any type of grinders.

25

CHART NO 4.4 CHART SHOWING THE NUMBER OF CUSTOMERS WHO OWN OTHER MODEL OF GRINDERS BEFORE BUYING ELGI ULTRA TABLE TOP GRINDER

5 2 5 1 5 0 4 9 4 8 4 7 4 6

5 2

P enta e erc g

4 8

Y es Yes No

No

26

TABLE NO - 4.5 TABLE SHOWING THE TYPE OF MODEL USED BY THE RESPONDENTS BEFORE THEY OWNED ELGI ULTRA NO. OF RESPONDENTS 19 21 13 53 PERCENTAGE (%) 36 40 24 100

S. NO 1 2 3

MODEL USED Conventional Type Tilting Type Table Top Type TOTAL

INTERPRETATION: The above table indicates that 40% of the respondents owned tilting type of grinders. 36% of the respondents had owned Conventional Type, and 24. % of respondents had owned table top grinders before they bought Elgi Ultra Grinders. INFERENCE Majority of the respondents (40%) owned Tilting Type Grinders before they purchased Elgi Ultra Grinder.

27

CHART NO 4.5 CHART SHOWING THE TYPE OF MODEL USED BY THE RESPONDENTS BEFORE THEY OWNED ELGI ULTRA

40 35 30 P enta e erc g 25 20 15 10 5 0

36

40

24

c entiona ty onv l pe c onventiona type l

tiltingty pe tiltingtype

ta top type ble ta top type ble

TABLE NO 4.6 28

TABLE SHOWING THE LEVEL OF SATISFACTION OF THE RESPONDENTS ABOUT (ELGI ULTRA TABLE TOP GRINDERS) SATISFACTION LEVEL Satisfied Highly Satisfied Neutral Dissatisfied TOTAL INTERPRETATION: The above table shows that 55% of the respondents are satisfied with Elgi Ultra Table Top Grinder. 25% of the respondents are highly satisfied, 16% of the respondents have neutral satisfaction, and 4% of the respondents are dissatisfied with the Elgi Ultra table top grinders INFERENCE Majority (55%) of the respondents are satisfied with Elgi Ultra table top Grinders. NO. OF RESPONDENTS 61 27 18 4 110 PERCENTAGE (%) 55 25 16 4 100

S. NO 1 2 3 4

CHART NO 4.6 29

CHART SHOWING THE LEVEL OF SATISFACTION OF THE RESPONDENTS ABOUT (ELGI ULTRA TABLE TOP GRINDERS)

60 50 40 30 20 10 0

55

P enta e erc g

25 16 4 S tis a fied S tis a fied H hly S tis ig a fied H hly S tis ig a fied Neutra l Neutra l D s tis is a fied D s tis is a fied

30

TABLE NO 4.7 TABLE SHOWING THE FREQUENCY OF USAGE OF ELGI ULTRA GRINDERS BY THE RESPONDENTS

S. NO 1 2 3 4 5

FREQUENCY OF USAGE Daily Alternate Days Twice a Week Once a Week Rarely TOTAL

NO. OF RESPONDENTS 3 7 57 39 4 110

PERCENTAGE (%) 3 6 52 35 4 100

INTERPRETATION: From the above table we could analyze that how often the customers use the Elgi Ultra Table Top Grinder. It shows that 52% of the respondent use the grinder twice a Week, 35% of the respondents use the product once a week, 6% of the respondent use the product in alternative days, 4% of the respondents use it rarely 3% of the respondents use the grinder daily INFERENCE Majority (52%) of the respondents frequently use the product twice a week.

31

CHART NO 4.7 CHART SHOWING THE FREQUENCY OF USAGE OF ELGI ULTRA GRINDERS BY THE RESPONDENTS

60 52 50 Perc enta e g 40 30 20 10 0 6 4 Onc aweek e R rely a R rely a 35

3 D ily a D ily a

Alterna D ys T e aweek te a wic Alterna D ys te a T e aweek wic

Once aweek

32

TABLE NO 4.8 TABLE SHOWING THE FACTORS THAT MOTIVATED TO BUY ELGI ULTRA GRINDERS MOTIVATIONAL FACTORS Friends/Relatives Manufactures/ Dealers Exhibition/ Demonstration Previous Users Advertisements in TV/ Newspapers TOTAL INTERPRETATION: From the above table we could analyze who and what inspired the buyer to go in for Elgi Ultra Table Top Grinders. We have come to know that 25% of the respondents bought the product through previous users, 25% of the respondents bought this product because of manufacturers/dealers. 23% of the respondents were prompted by exhibition/demonstration, 17% of the respondents were influenced by advertisment, 10% of the respondents bought Elgi Ultra Table Top Grinders due to influence by friends / relatives . INFERENCE Majority (25%) of the respondents were driven to buy Elgi Ultra Table top Grinders due to sales promotional activities adopted by manufacturers/dealers. NO. OF RESPONDENTS 11 28 25 27 19 110 PERCENTAGE (%) 10 25 23 25 17 100

S. NO 1 2 3 4 5

33

CHART NO 4.8 CHART SHOWING THE FACTORS THAT MOTIVATED TO BUY ELGI ULTRA GRINDERS

25 20 Perc enta e g 15 10 5 0 F riends ela es /R tiv 10

25

23

25

17

E xhibition/D emons tion tra

Advertis entsin em T V/News pers pa

F riends ela /R tives E xhibition/D ons tion em tra Advertis entsin T em V/News pers pa

Ma nufa turers ea c /D lers P reviousus ers

34

TABLE NO - 4.9 TABLE SHOWING THE REASON TO PREFER BUYING ELGI ULTRA TABLE TOP GRINDER OVER OTHER BRANDS NO. OF RESPONDENTS 27 35 28 12 8 110 PERCENTAGE (%) 25 32 25 11 7 100

S. NO 1 2 3 4 5

INSPIRATION Quality Aesthetic Design Compactness Companys Reputation Price TOTAL

INTERPRETATION: From the above table we could analyze which aspect prompted the buyer to buy the Elgi Ultra table top Grinders over other brands It is known that 32%of the respondents bought this product for aesthetic design, 25% of the respondents bought this product for the quality ,25%of the respondents were inspired to buy this product for its compactness, 11% of the respondents were inspired by the reputation of the company, 7%of the respondents were influenced by the price of the Elgi Ultra tabletop Grinders INFERENCE Majority (32%)of the respondents preferred to buy Elgi Ultra tabletop grinders over other brands on account of its Aesthetic Design and appeal.

35

CHART NO 4.9 CHART SHOWING THE REASON TO PREFER BUYING ELGI ULTRA TABLE TOP GRINDER OVER OTHER BRANDS

35 30 25 P enta e erc g 20 15 10 5 0 Qua lity 25

32 25

11 7

Aes thetic D ig es n

C pa tnes om c s

C ompa ny's R eputa tion

P e ric

Qua lity

Aes theticD ig es n

Com ctnes pa s

C ompny'sR eputa tion

P e ric

36

TABLE NO - 4.10 TABLE SHOWING THE CUSTOMERS OPINION ABOUT THE OVERALL PERFORMANCE OF THE PRODUCT (ELGI ULTRA TABLE TOP GRINDERS) NO. OF RESPONDENTS 101 9 110 PERCENTAGE (%) 92 8 100

S. NO 1 2

OPINION Satisfied Dissatisfied TOTAL

INTERPRETATION: From the above table it is found that 92% of the respondents are satisfied with the overall performance of Elgi Ultra Table Top Grinders, 8 % of the respondents are dissatisfied. INFERENCE Majority (92%) of the respondents are satisfied with the overall performance of Elgi Ultra Table Top Grinders.

37

CHART NO 4.10 CHART SHOWING THE CUSTOMERS OPINION ABOUT THE OVERALL PERFORMANCE OF THE PRODUCT (ELGI ULTRA TABLE TOP GRINDERS)

100 90 80 70 P enta e erc g 60 50 40 30 20 10 0

92

S tis a fied S tis a fied D s tis is a fied

D s tis is a fied

TABLE NO 4.11 38

TABLE SHOWING THE PERCENTAGE OF REGRET FOR HAVING BOUGHT ELGI ULTRA TABLE TOP GRINDER NO. OF RESPONDENTS 8 102 110 PERCENTAGE (%) 7 93 100

S. NO 1 2

OPINION YES NO TOTAL

INTERPRETATION: From the above table we can observe that only 93% of the respondents have not regretted having bought this product., 7% of the respondents have regretted for having bought Elgi Ultra Table Top Grinders. INFERENCE Majority (93%) of the respondents have not regretted for buying Elgi Ultra Table Top Grinders.

39

CHART NO 4.11 CHART SHOWING THE PERCENTAGE OF REGRET FOR HAVING BOUGHT ELGI ULTRA TABLE TOP GRINDER

100 90 80 70 P enta e erc g 60 50 40 30 20 10 0 Yes Yes No No 7

93

TABLE NO 4.12 40

TABLE SHOWING THE PERIOD OF USAGE OF THE PRODUCT NO. OF RESPONDENTS 10 25 29 46 110 PERCENTAGE (%) 10 23 26 41 100

S. NO 1 2 3 4

PERIOD Less than 1 year Between 1-3 years Between3-5 years More than 5 years TOTAL

INTERPRETATION: The above table indicates that 41% of the customers has used for more than 5 years , 26% has utilised its services for about 3 to 5 years, 23% has utilized it between 1 to 3 years and 10% has used it for less than 1 years. From this we judege that the grinder is able to run in good condition without any trouble for a period of 5 years, which indicates its realiability. INFERENCE Majority (41%) of the respondents period of usage of elgi ultra table top grinders is more than five years

41

CHART NO 4.12 CHART SHOWING THE PERIOD OF USAGE OF THE PRODUCT

45 40 35 P enta e erc g 30 25 20 15 10 5 0 Les tha 1 y r s n ea 10 23 26

41

B etween 1-3 yea B rs etween 3-5 yea rs Moretha 5 y rs n ea B etween 3-5 yea rs More tha 5 yea n rs

Les tha 1 yea s n r

B etween 1-3 yea rs

TABLE NO 4.13 42

TABLE SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP GRINDER (REDARDING QUALITY) S.NO 1. 2. 3. 4. 5. QUALITY POOR AVERAGE GOOD VERY GOOD EXCELLENT TOTAL NO. OF RESPONDENTS 3 9 60 21 17 110 PERCENTAGE (%) 3 8 55 19 15 100

INTERPRETATION: From the above table 55% of respondent views that the quality of Elgi ultra tabletop grinder is good, 19% of customers points that it is very good in quality, 15% of the customers point out it as excellent, 8% of the customers points it is average, and 3% of customers say it is poor. From this we could definitely say that the quality of Elgi ultra tabletop grinder to be good. and worth owning. INFERENCE Majority (55%) of the respondents feel that quality of elgi ultra table top grinders is good.

43

CHART NO 4.13 CHART SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP GRINDER (REDARDING QUALITY)

60 50 Perc enta e g 40 30 20 10 0 8 3 P oor P oor Avera e g Av g era e G ood

55

19 15

G ood Very g ood

Very g ood E ellent xc

E ellent xc

TABLE NO - 4.14 44

TABLE SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP GRINDER (REGARDING MAINTENANCE) S.NO 1. 2. 3. 4. 5. MAINTEANANCE POOR AVERAGE GOOD VERY GOOD EXCELLENT TOTAL NO. OF RESPONDENTS 3 9 60 21 17 110 PERCENTAGE (%) 3 8 55 19 15 100

INTERPRETATION The above table indicates that 55% of users its maintenance aspect as good, 19% say it as very good, 15% considers its maintanance as excellent, 8% give a rating of average and 3% consider the maintainability to be poor. From these ratings we can say that the maintainability of the grinder is easy and good. INFERENCE Majority (55%) of the respondents feel that maintenance of elgi ultra table top grinders is good.

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CHART NO 4.14 CHART SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP GRINDER (REGARDING MAINTENANCE)

60 50 Perc enta e g 40 30 20 10 0 8 3 P oor P oor Avera e g Av g era e G ood

55

19 15

G ood Very g ood

Very g ood E ellent xc

E ellent xc

46

TABLE NO 4.15 TABLE SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP GRINDER (REDARDING DURABILITY &PERFORMANCE) S.NO 1. 2. 3. 4. 5. DURABILITY & PERFORMANCE POOR AVERAGE GOOD VERY GOOD EXCELLENT TOTAL NO. OF RESPONDENTS 1 10 73 24 2 110 PERCENTAGE (%) 1 9 66 22 2 100

INTERPRETATION: From the above rankings in respect of its durability and performance about 66% considers it to be good, 22 % say it to be very good, 9% considers it to be average, 2% considers it be excellent and 1% say it to be poor. From this we could say that the over all performance and durability of the Elgi Table top grinder is worth buying INFERENCE Majority (66%) of the respondents feel that durability& performance is good in elgi ultra table top grinders.

CHART NO 4.15

47

CHART SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP GRINDER (REDARDING DURABILITY &PERFORMANCE)

70 60 50 Perc enta e g 40 30 20 10 0 9 1 P oor P oor Avera e g Av g era e G ood

66

22

2 G ood Veryg ood Very g ood E ellent xc E ellent xc

48

TABLE NO - 4.16 TABLE SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP GRINDER (REDARDING ECONOMY POWER CONSUMPTION) S.NO ECONOMY POWER 1. 2. 3. 4. 5. CONSUMPTION POOR AVERAGE GOOD VERY GOOD EXCELLENT TOTAL 4 27 54 20 5 110 4 25 48 18 5 100 NO. OF RESPONDENTS PERCENTAGE (%)

INTERPRETATION: In the above table 48% of the owners have rated the grinders Power consumption and Economy aspects as good, 25 % says it as average, 18% considers it to be very good, 5% ranks it as excellent and 4% say it to be poor . From this we could very well judge that the majority of the users consider the Elgi Ultra Table top grinder as economical and preferable in respect of power consumption. INFERENCE Majority (48%) of the respondents feel that economy in power consumption is good .

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CHART NO 4.16 CHART SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP GRINDER (REDARDING ECONOMY POWER CONSUMPTION)

50 45 40 35 Perc enta e g 30 25 20 15 10 5 0 4 P oor P oor Avera e g Av g era e G ood 25

48

18

G ood Very g ood

Very g ood E ellent xc

E ellent xc

50

TABLE NO 4.17 TABLE SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP GRINDER (REDARDING DESIGN ASPECT) S.NO 1. 2. 3. 4. 5. DESIGN ASPECT POOR AVERAGE GOOD VERY GOOD EXCELLENT TOTAL NO. OF RESPONDENTS 1 9 63 29 8 110 PERCENTAGE (%) 1 8 58 26 7 100

INTERPRETATION From the above table we find that about 58% say its design aspect as good, 26% say it as very good, 8 % considers its design as average, 7% considers it to be excellent and 1% of consumers rank it as poor. From this we could definitely say that the design aspect of the Elgi Table top grinder is good. INFERENCE Majority (58%) of the respondents feel that design aspect is good .

CHART NO 4.17

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CHART SHOWING THE FEATURES OF ELGI ULTRA TABLE TOP GRINDER (REDARDING DESIGN ASPECT)

60 50 Perc enta e g 40 30 20 10 1 0 P oor P oor Avera e g Av g era e G ood 8

58

26

G ood Very g ood

Very g ood E ellent xc

E ellent xc

52

TABLE NO 4.18 TABLE SHOWING THE RANKING OF THE FOLLOWING

FACTOR USER FRIENDLY ASPECT MULTIPLE UTILITY AFTER SALES SERVICE AVAILABILITY OF SPARES & ACCESSORIES

I 80 152 164 244

II 114 102 87 63

III 74 34 46 36

IV 15 21 17 10

TOTAL RANK 283 299 314 253 III II IV I

INTERPRETATION: The above table shows the ranking of various factors in respect of Elgi Ultra Table top grinder . From this we could come to know the customers ranking of the product in respect of various factors . The consumer has given 1st rank Multiple Utility to, 2nd rank to the After sales service provided by the company, 3rd rank to the User Friendly Aspect and finally 4th rank to Availability of Spares &Accessories.

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TABLE NO 4.19 TABLE SHOWING THE ATTRIBUTES THAT INFLUENCE THE INCREASE IN SALES OF (ELGI ULTRA TABLETOP GRINDER) REGARDING PRICE S.NO 1. 2. 3. 4. 5. PRICE MOST PREFERRED I PREFERRED II OKAY III PARTIALLY PREFERRED IV LEAST PREFERRED V TOTAL NO. OF RESPONDENTS 14 64 20 7 5 110 PERCENTAGE 13 58 18 6 5 100

INTERPRETATION: From the above table we can say that above 71% of the consumers consider the price aspect of Elgi table top Grinder as good and worth buying the product. About 30% of the buyers consider the price aspect to be costly. INFERENCE Majority (58%) of the respondents preferred the price for elgi ultra table top grinder .

TABLE NO 4.20

54

TABLE SHOWING THE ATTRIBUTES THAT INFLUENCE THE INCREASE IN SALES OF (ELGI ULTRA TABLETOP GRINDER) REGARDING DESIGN S.NO 1. 2. 3. 4. 5. PRICE MOST PREFERRED I PREFERRED II OKAY III PARTIALLY PREFERRED IV LEAST PREFERRED V TOTAL NO. OF RESPONDENTS 25 30 45 7 3 110 PERCENTAGE 23 27 50 6 3 100

INTERPRETATION: The above table show that 50% think its design aspect okay., 27% consider it to be preferable, 23% say it is most proffered , While 6% partially preferred with its design aspect and just 3% ranked it as least. INFERENCE Majority of the respondents (about 91%) indicated its design factor as very important in sales increase.

TABLE NO 4.21 TABLE SHOWING THE ATTRIBUTES THAT INFLUENCE THE INCREASE IN SALES OF (ELGI ULTRA TABLETOP GRINDER) REGARDING QUALITY 55

S.NO 1. 2. 3. 4. 5.

PRICE MOST PREFERRED I PREFERRED II OKAY III PARTIALLY PREFERRED IV LEAST PREFERRED V TOTAL

NO. OF RESPONDENTS 31 29 35 14 1 110

PERCENTAGE 28 26 32 13 1 100

INTERPRETATION: The above table quality shows us that about 32% rank the Quality aspect of Elgi while 13% of the respondents preferred its quality table top grinder as okay, 28 % say its quality is most preferred , 26 % say its to be preferable , partially, 1% noted as Least preferred. INFERENCE More than 86% of the respondents say that its quality aspect boosts The sales of the grinder

TABLE NO 4.22 TABLE SHOWING THE ATTRIBUTES THAT INFLUENCE THE INCREASE IN SALES OF (ELGI ULTRA TABLETOP GRINDER) REGARDIG ADVERTISEMENT S.NO PRICE NO. OF RESPONDENTS 56 PERCENTAGE

1. 2. 3. 4. 5.

MOST PREFERRED I PREFERRED II OKAY III PARTIALLY PREFERRED IV LEAST PREFERRED V TOTAL

21 37 34 13 5 110

19 34 31 12 4 100

INTERPRETATION: The above table shows sales figure preference. INFERENCE Ranking of majority of the respondents indicates that advertisement plays a major role in increase of sales promotion. to what extent the advertisement factor boost the 34% rank it as preferred, 31% say its as okay, 19% considers it as

most preferred . While 12% indicated partial preference ,4% indicates least

TABLE NO - 4.23 TABLE SHOWING THE ATTRIBUTES THAT INFLUENCE THE INCREASE IN SALES OF (ELGI ULTRA TABLETOP GRINDER) REGARDING PROMOTIONAL SCHEMES S.NO 1. 2. 3. 4. PRICE MOST PREFERRED I PREFERRED II OKAY III PARTIALLY PREFERRED NO. OF RESPONDENTS 18 47 31 11 57 PERCENTAGE 16 43 28 10

5.

IV LEAST PREFERRED V TOTAL

3 110

3 100

INTERPRETATION: The above table indicates to what extent promotional schemes contribute to the increase in the sale of Elgi Table Top grinder. 43% indictaed as preferred, 28 % said it is okay, 16% said it is most preferred , about 10% has indicated it to be partial preference and 3% preferred promotion schemes as least preferred. INFERENCE It could be decided that majority of the respondents (about 87%) indictaed that promotional schemes played a fair role in sales improvement.

TABLE NO 4.24 TABLE SHOWING THE ATTRIBUTES THAT INFLUENCE THE INCREASE IN SALES OF (ELGI ULTRA TABLETOP GRINDER) REGARDING BETTER AFTER SALES SERVICE S.NO 1. 2. 3. 4. 5. PRICE MOST PREFERRED I PREFERRED II OKAY III PARTIALLY PREFERRED IV LEAST PREFERRED V TOTAL 58 NO. OF RESPONDENTS 39 29 23 16 3 110 PERCENTAGE 36 26 21 15 2 100

INTERPRETATION: The above table indicates to what extent Better After sales service plays a role in sales increase. indicated least preference. INFERENCE It could be said that Better After Sales service attributably is ranked by more than 83% of the respondents as an important factor in sales increase. 36% preferred, 21% said it is okay, while 15% factor ranked as most preferred, 26 % noted as indicated partial preference, just 2%

CHAPTER V
5.1 FINDINGS OF THE STUDY Almost 80% of the customers are satisfied very much towards Elgi Ultra Table Top Grinders. Only 4% of the customers are disappointed about the grinder. 93% of the customers did not regret buying Elgi Ultra Table Top Grinders. Nearly 89% of the customers were very much satisfied about the quality of the Elgi Ultra Table Top Grinders. About 90% of the customers were very much satisfied with the performance and durability of the Grinders. About 83% of the Customers felt that the Advertisement aspect contributes very much for the increase in he sales of the grinder.. 82% of the consumers felt that the after sales service provided by the company contributes to the sales promotional activity.

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5.2 SUGGESSITIONS More offers and discounts can be given to the customers to increase sales. More service outlets may be opened in the major cities. The advertisement materials such as hoardings may be put up at important places. Advertisement in TV channels may be brought in. The usage of attachment products may be designed in a user friendly manner and suiting the practical needs of the consumer.

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5.3 CONCLUSION A study is made to find out the level of satisfaction derived by the consumers of ElgiUltra Table Top Grinders. It is found out that majority of the consumers are satisfied if the quality, performance, durability and maintenance aspects of the grinder. The area which the company has to improve upon is after sales service provided to the customers. With the present Brand image, reputation of the company, quality of the Elgi Table Top Grinders, future market for the product looks very positive.

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BIBLIOGRAPHY
BOYD Jr. west fall, stasch marketing research. Seventh edition. Richard D.Irwin Inc Homewood, Illinois 1994. Kress George, Marketing Research. Third Edition .Prentice HALL International Englewood cliffs, New Jersey Kinner, Thomas C: Taylor James. R. Marketing Research, An Applied Approach Third Edition. MC Graw Hill International Editions. Singapore 1987 Kothari C.R. Research Methodology, Methods & Techniques Wishwa Prakashan .New Delhi 1994 The New Encyclopedia Britannica. 15 th edition , Micropaedia. Ready Reference . Volume 6 p. 521.

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