CHAPTER – I

INTRODUCTION
Customer service is the provision of service to customers before, during and
after a purchase. Customer service is a series of activities designed to enhance
the level of customer satisfaction – that is, the feeling that a product or
service has met the customer expectation”
Its importance varies by product, industry and customer. As an example, an expert
customer might require less pre-purchase service (i.e., advice) than a novice. In
many cases, customer service is more important if the purchase relates to a
“service” as opposed to a “product".
Customer service may be provided by a person (e.g., sales and service
representative), or by automated means called self-service. Examples of self
service are Internet sites. Customer service is normally an integral part of a
company’s customer value proposition.
1.1.1. Implementation of customer service
Customer service may be employed to generate such competitive advantage as a
particular service proposition can be harder to copy for competitors. The
implementation of a particular customer service proposition must consider several
elements of the organization. Customer service means always going beyond the
expectation of the customers
1.1.2. Competitive advantage
A company may attempt to differentiate itself from its competition through the
provision of better customer service. The consistent delivery of superior service
requires the careful design and execution of a whole system of activities that
includes people, technology, and processes; although, the rewards will include
improved revenue from customers that are impressed with the service provided. The
relation should not be only a buyer seller relation but beyond
1.1.3. Role of technology
Technology has made available a wide range of customer service tools. They range
from support websites and the ability to have live chats with technical staff to
databases tracking individual customers' preferences, pattern of buying, payment
methods etc., and tailoring products and service responses based on this advanced
data. Specialist software that is designed for the tracking of service levels and
for helping recognize areas for improvement are often integrated into other
enterprise operational software tools such as ERP software.
Many companies have started to use new channels to capture customer feedback. With
record number of people now communicating through mobile phone and sending texts,
many argue that the next wave of customer feedback will primarily be captured
through channels familiar to most consumers, such as mobile email and SMS. This
will enable companies to track the opinions of their customers much more easily
and gain valuable insight into how to improve service quality and enhance the
customer experience.
1.1.4. Accountability
Customers tend to be more forgiving of organizations who acknowledge and apologize
for their mistakes rather than denying them. Taking responsibility for mistakes
and correcting them is considered an important aspect of good customer service.
When a customer experiences poor service and is ignored, the customer is less
likely to return to that company again.

1.1.5. Customer relationship management:

CRM is a broad term that covers concepts used by companies to manage their
relationships with customers, including the capture, storage and analysis of
customer, vendor, partner, and internal process information.
1.1.6. Aspects
There are three aspects of CRM which can each be implemented in isolation from
each other:
• Operational - automation or support of customer processes that include a
company’s sales or service representative
• Collaborative - direct communication with customers that does not include a
company’s sales or service representative
• Analytical - analysis of customer data for a broad range of purposes
1.1.7. Operational
Operational CRM provides support to "front office" business processes, including
sales, marketing and service. Each interaction with a customer is generally added
to a customer's contact history, and staff can retrieve information on customers
from the database as necessary.
One of the main benefits of this contact history is that customers can interact
with different people or different contact channels in a company over time without
having to repeat the history of their interaction each time. Consequently, many
call centers use some kind of CRM software to support their call center agents.
1.1.8. Collaborative
Collaborative CRM covers the direct interaction with customers, for a variety of
different purposes, including feedback and issue-reporting. Interaction can be
through a variety of channels, such as web pages, email, automated phone
(Automated Voice Response AVR) or SMS. The objectives of collaborative CRM can be
broad, including cost reduction and service improvements.
1.1.9. Analytical
Analytical CRM analyzes customer data for a variety of purposes:
• Design and execution of targeted marketing campaigns to optimize marketing
effectiveness
• Design and execution of specific customer campaigns, including customer
acquisition, cross-selling, up-selling, retention
• Analysis of customer behavior to aid product and service decision making
(e.g. pricing, new product development etc.)
• Management decisions, e.g. financial forecasting and customer profitability
analysis
• Prediction of the probability of customer defection (churn).
Analytical CRM generally makes heavy use of predictive analytics.
1.1.10. Strategy
Several commercial CRM software packages are available which vary in their
approach to CRM. However, CRM is not just a technology, but rather a holistic
approach to an organization's philosophy in dealing with its customers. This
includes policies and processes, front-of-house customer service, employee
training, marketing, systems and information management. Hence, it is important
that any CRM implementation considers not only technology, but furthermore the
broader organizational requirements.
The objectives of a CRM strategy must consider a company’s specific situation and
its customer’s needs and expectations.

1.2. INDUSTRY PROFILE:

There are five large units in the organized sector turning out 41% of the value of
production, and 83 units in the small scale sector, both producing a variety of
printing machinery and book binding machinery. There are 8 units which have
foreign collaboration. The growth of manufacturing industry is 9.2 in 2005 and 9.6
in 2006. The units of production in 2004-2005 were Rs.155510.32 lakhs and in
2005-2006 is Rs.172505.58 lakhs. The exports in the years 2001-02, 2002-03, 2003-
04 and 2004-2005 were Rs.5.62, 13.8, 17.8 crores and Rs.30crores respectively.
Given positive encouragement and necessary inputs, value of production may go up
to Rs.300 crores and exports Rs.100 crores per annum.

Book binding, printing equipment and machinery constitutes numerous machines

of different specifications depending on end use. In the diversity of models, the
machinery being produced, no common specifications are drawn in respect of
components/ sub-systems. Invariably, the specifications adopted are based on parts
specification detailed by collaborators, wherever such arrangement exists. In
other cases, parts are reverse engineered for supply by vendors

Now days, the hand and auto fed letterpress printing machines, based on old
technology are gradually superseded by offset printing process. Majority i.e.
lover 50,000 being tiny presses, at least a fraction of them modernize, as quick
print shops with small offset machines using electrostatic paper/foil masters,
with soft terms of credit, demand for offset printing equipments. The printing
machinery and book binding machinery industry is still dependent on imported
know/how and complicated components with different models in existence without a
proper technical back-up by way of research, development and standardization.

Imported technology is mostly of (East) German and Czechoslovakian origin,

over which considerable technological advancements have taken place in Japan &
(West) Germany. The reliance on collaborators or foreign parties with whom tie-up
arrangements exist, is mainly for drawings, components/parts, tolling, dies,
assembly and testing. The industry lacks development of new techniques in the
absence of domestic research and development activities in printing machinery and
book binding machinery manufacture. In view of these existing technology gaps,
manufacture of selective areas like film, polymer and direct offset plates,
blanket, multiunit sheet fed offset presses, are suggested for securing foreign
collaboration/know-how. However, a close evaluation is suggested for purchase and
absorption of foreign technology procured and its utility for Indian conditions
and export market.

The industry has not built-up sufficient strength in R&D for original design
and development. Availability of R&D facilities including manpower with necessary
expertise is s cares and needs to be strengthened. Besides the available
infrastructure and National laboratories and sponsored projects, setting up co-
operative, non-profit making Centers for printing machinery design and manufacture
is contemplated.

Majority of the Indian printing presses do not have maintenance facilities

of their own due to economic consideration. After-sales service, even after
warranty period, is necessary but lacking. As such, maintenance facilities for the
common variety of printing equipment and machinery deeds to be built up by
developing electronic, mechanical and electrical personnel, preferably on self-
employed basis.

To meet modern and increasing needs of the user industry, entrepreneurial

development for machine design and manufacture, training of electronic engineers
is book binding and printing machinery design both in Indian Institutes and abroad
are suggested.

To facilitate export, encouragement to indigenous manufacturers to

participate in foreign printing machinery fairs, advertising in foreign trade
journals, subsidizing the cost at initial stages and educative tours including for
R personnel are proposed.

Promotion of export-oriented and import substitution units may be given

support, since export potential for quality printing machinery is considerable
particularly on soft credit terms to neighboring countries.

To develop Indian printing and book binding machinery manufacturing industry

on sound lines, coordination between different
Governmental agencies and manufacturers are needed.

1.3. COMPANY’S PROFILE

Impel Machines is a company registered in the year 2989. It is small scale

manufacturing industry. The registered of the company is at Sasthamangalam,
Thiruvananthapuram. The branch of impel machines is situated in Puthencavu,
Chengannur.

The company is currently manufacturing digital control perfect book binding

machines. The future diversification is in the field of binding, printing, post
printing and allied machines.

Name of the machine is WELBOUND 2000

Different types of machines are manufactured depending upon the number of

books Binded.The Company has adequate infrastructure for fabrication, assembling,
and surface treatment. This includes mechanical, electronic devices system and
assembling unit. The trained and experienced man power is the strength of the
company.

MISSION
The company has concentrated on 3 aspects for its success in the market.
Quality – The Company assures Quality products to its customers
Cost -- The Company assures Quality products at reasonable cost
Delivery – The Company assures delivery of the products at the committed date.
Vision--- To achieve market leader in the world.

OBJECTIVE
The main objective was to develop state of art print finish equipment.
The strength of the company lies in the research and development centre, which
brings new products and utilities and continuous improvement on existing product
profiles based on market feedback.

ORIGIN AND HISTORY

The idea of this product was conceived by two enterprising individuals
Sanjeev and Kumar. They started the manufacturing small binding machine in the
beginning as a small scale unit. The product was an innovative one during that
period and was widely accepted in the market. The unit grew and was registered as
a private limited company – “Intimate Machines” In the beginning, the company was
mainly the assembling unit in which the main components are manufactured in
Coimbatore. Afterwards the company started manufacturing its components by
themselves. In 1989, “Impel Machines” was registered at Sasthamangalam,
Thiruvananthapuram. In the early stages, Impel Machines got managerial, technical
advices from Intimate Machines. Since 1999 the company has been functioning as an
independent unit registered as independent company to meet the following.
• Service centers regional wise to meet service requirement all over India and
abroad.
• Procurement centre to procure items from established suppliers and quality
assurance system in place.

SWOT ANALYSIS
Strength:
1. The product is innovative one and competition is comparatively less.
2. The company has got advantage of early entrance into the market.
3. The company has got wheel trained and qualified employees.
4. The company is located in a very calm and quiet place with easy
accessibility to the town.
5. Highly motivated employees.
6. The company has got good quality product.
7. The company has a good R&D department.
8. There is no labor union and less political interventions inside the
company. Hence labor strikes are ruled out.

Weakness
i. There is a problem of water scarcity both for drinking and manufacturing in
the Company.
ii. There is a problem faced by the organization with respect to loading and
unloading of products and raw materials. This is faced from the loading and
unloading labor unions outside the factory.
iii. The factory is located in the outskirts of the residential area and hence
any further acquisition of land for development is difficult
iv. There is no mechanical or electronic device for recording attendance.

Opportunity
i. The company can enter into a new phase of manufacturing a machine which
performs both printing and binding together.
ii. They can also manufacture a fully automatic binding machine.
iii. They can also target European market since the company has got cost
Efficiency when compared to European market.

Threat
i. The competitions are becoming intensive as more and more companies in and
outside TamilNadu are entering into the same market.
ii. With the changes in technology there is always a possibility of new
inventions.
iii. The entry of cheap and less efficient products of similar nature imposes a
treat to the company with regard to the company’s entry into the low segment of
the market.

Quality Policy
To achieve and sustain a reputation for quality in the global market
through our commitment to meet and 0065ceed customer expectation by maintaining a
quality management system to international standards.
Aim at the satisfaction for our customer, employees and investors
through continual improvement. Endeavor to make positive contributions to the
community around us.
To deliver reliable products with involvement of all employees and
continually improve the Quality Management System. As a result of continuous
attention on quality management company has been awarded with best quality award
2000-2001 recommended by the Chamber of Commerce of India.

Environmental Policy
IMPEL MACHINERY PVT. Ltd. Is committed to:
• Prevention of pollution
• Effective utilization of resources to reduce wast.
• Abide by environmental laws and regulations.
• Continual improvement of environmental performance.
• Establish awareness among employees and business.

Statistical Quality control

ISO 9001:2000 SERIES
The international organization of standardization, (ISO) is a world wide
organization that develops many different kinds of standards.
ISO 9001 is a series of documents that define requirements for the quality
management system standard. ISO 9001 is one of the documents in this set; it
contains the actual requirements an organization must be in compliance with to
become ISO 9001 registered.
ISO 9001:2001 is the current version of the standard. It was revised in the year
2000, past versions of ISO 9000 included ISO 9002 and ISO 9002 and ISO 9003, but
those are no longer in use. Companies are now only registered to ISO 9001.

Reasons for ISO

Well defined and documented procedures which improves quality of output
Quality is constantly measured.
Procedures ensure corrective action is taken whenever defects occur.
Defect rates are decreased.
Defects are caught earlier and are corrected at a lower cost.
Defining procedu8res identifies current practices that are obsolete or
inefficient.
Documented procedures are easier for few employees to follow.

Products
Company’s products include 2 types of binding machines.
Welbound 2000 - It is a six clamp perfect binding machine and can bind
6 books at a time. It has a capacity of binding 2000
Books per hour.
Welbound 1200 - It is 3 clamps perfect binding machine and can bind 3
Books at a time. It has a capacity of binding 1200
Books per hour.
Welbound 3600 - It is 12 clamps perfect binding machine and can
Bind 12 books at a time.
The machines are of two models.
1) Ordinary binding machine
2) Note book binding machine.
The company also manufactures export quality machines of both types. The export
quality machine is of higher quality than the ordinary machineries sold in market.
It is intended for export and for the local customers is particular about it.
The company also manufactures convey belt machineries only as per customer
order. The company also assures 1 year warranty for its ordinary product and 3
years warranty for export quality products.

Welbound 2000 salient features:

• 6 book clamps traveling in an oval shaped path.
• Calibrated book clamps, with single knob adjustments –Easy job change over.
• Variable speed of operation.
• Continuous flow of clamps to the feed in station with “No book –No cover”
system.
• Special type milling cutter which removes paper in “strips” from (which has
commercial value) and a voids generation of paper dust.
• Three roller gluing system with reverse spinner; Head &Tail end cut-off to
avoid adhesive squeeze out.
• Separate side gluing station with tank and gluing discs. A thin & even
layer of glue is spread along the side adding value to the book finish.
• Automatic, pile type cover feeder with on-line creasing attachment.
(optional feeder tray for manual feeding of gatefold covers)
• Pre-setting station and moving type cover nipping station which can handle
high speed with accurate cover registration.
• Chute delivery system.
• Safety covers; built in safety systems with emergency stops; indicators for
temperature, speeds.

Specifications
Model : Welbound 2000
 Book size
Spine length MAX : 440/400mm
BOOK THICKNESS
Max : 50mm
Min : 5mm
Mechanical speed
(Max) :2000/hr.
MACHINE DIMENSIONS
Length : 3250mm
Height : 1150mm
Width : 1600mm
POWER SOURCE
3ph :415V, 50 HZ
POWER CONSUMPTION
Main drive : 1HP
Milling motor ; 5HP
Blower motor : 0.5 HP
Compressor motor : 2 HP
Machine weight : 2.5tones.

Working Principle:
Welbound 2000 is perfect binding or cover pasting of books. The major
assemblies of Welbound 2000 machine are
Operational panel.
Book feeding section
Book clamps (3 or 6 or 12 clamps)
Milling station and dust extractor
Spine glucing section
Side glucing station
Cover feeder and vacuum pump
Pre pester
Cover nipping and breaking station
Delivery station
Welbound 2000 is a versatile machine for binding different types of jobs. Some
typical types of binding jobs and the process details are

Binding variables
Spine thickness
Back milling depth
Scoring depth
Glue film thickness
Quantity of side glue
Cover thickness.

Parts
Operating panels
a. Main operating panel
Switches in main operating panel are vacuum control off, speed control, power
indicator, run switch, inch switch, on and off switch for controlling milling
operation and blower for dust extraction.
b. Cover feeder panel.
Run switch, inch switch, manual cover feeder switch, emergency stop, cover feeding
indicator.
c. Delivery operating panel
Emergency stop, Delivery reset machine

Feed in station
This is platform on which the books should be fed. There is a wooden table
provided on the front for stacking the signatures. The height of feed in station
controls the depth of back milling.

Book clamps
There are six identical book clamps to carry the signatures through the various
binding operations. The clamp consists of three thick plates (front, middle and
rear) and a knob at the left of the front clamp. Knob is used to rotate the middle
clamp towards or away from the rear clamp.
Signatures shell is fed in between the rear and the middle clamps. There is
scale provided on the left side, which would indicate the set gap of the clamp,
which will facilitate to repeat the settings of other clamps for the same book
size.

Milling station
This consists of
Front and back plates.
Miller cutter with scoring tools fixed on a motor.
A release knob and lever to engage or disengage milling.
Dust extractor.

Spine gluing station.

Spine gluing station consists of a glue tank in which three rollers are in hot
melt adhesive. Six numbers of strip heaters are fixed on to the bottom of the glue
tank. The temperature is controlled through a RTD based circuit and the control is
provided at the main operating panel. The roller functions are
First roller penetrates adhesive into the notches made on the spine.
Second roller builds up adhesive layer along the spine length.
Third roller removes the excess adhesive and spreads the coating of adhesive
uniformly.

Side gluing station.

This has two adhesive supplying discs and two small side glue applicator discs. A
shaft is provided for adjusting the discs, according to the thickness of the book
spine.

Cover feeder and vacuum pump

The air pressure is used for separating the book covers and suction for bending
the cover on to the conveyor.

Process
 Biding of folded signatures with soft covers
This is the most common form of perfect binding, where the paper material has to
be removed from the spine, hot melt glue applied and cover pasted. As this is the
most common case of perfect binding setting can be done relevant to the job
variables.
 Binding of books with harder covers
Perfect binders are designed to take care of soft cover/paper back binding.
However cards and duplex boards upto 300gsm can be used if they are pre-creased.
The creasing can be done on ordinary letter press/cylinder machines or on a pre-
casting attachment, which can be supplied as optional accessory if desired.
Inferior quality boards have a tendency to crush or crumble under pressure.
These boards should be avoided. Care should be taken at the proper paper sourcing
or at printing to avoid this wrong grain direction.
 Binding of wider books
In books having width projecting much beyond the clamp surface, the forms may bend
forward then they are inserted into the clamps. We can prevent this by using the
book support.
 Cover pasting of thread sewen books
No back milling is required in this case and hence the feeder platforms need to be
raised. The following points needs attention while thread-sewen books are brought
for cover pasting

The thread sewing should be strong and the spine should not open up while
subjected to clamping pressure.
If the books are too thick (over 45mm) it would be advisable to nip the
spine before feeding them to the machine.
This would ensure that the air is squeezed out for the gaps as well as make
the spine uniform from head to tall.
Attention should be paid to arrive at the adequate nipping pressure and duration
by trial and error method.
 Exercise note books
Deluxe / soft covered notebook binding is one of the major applications of perfect
binding machine. The section-sewed / wire-stitched books can be covered by the
methods described before. Total perfect binding can also be carried out.

Organizational chart
CHAPTER-II
SPECIAL CONCEPTS AND REVIEW OF LITERATURE

2.1 Special Concepts

Following are the important concepts made by the investigator in study.

2.1.1. Quality:
Quality refers to the inherent or distinctive characteristics or properties
of a person, object, process or other thing. Such characteristics or properties
may set a person or thing apart from other persons or things, or may denote some
degree of achievement or excellence.

2.1.2. Value:
Value which describes the resonance properties of an oscillating system, for
example a resonant circuit or a resonant cavity (resonator). The quality of an
oscillating system depends on the average energy stored by the system and its
power loss.

2.1.3. Expectations
Meeting expectation and requirements, stated and un-stated, of the customer.

2.1.4. Offer:
Offer and acceptance analysis is a tool in contract law used to determine whether
a contract exists between two parties. An offer is an indication by one person to
another of their willingness to contract on certain terms without further
negotiations. A contract is then formed if there is express or implied agreement.
A proposal to purchase property at a specified price and terms. The price at which
a seller is willing to sell. The best offer is the lowest such price available.
The rate at which a dealer is willing to sell the base currency. An expression of
willingness to purchase a property at a specified price; presenting for acceptance
a price for a property parcel; the bid price in a real estate or security
transaction.

2.1.5. Customer:
A customer is someone who purchases or rents something from an individual or
organization. Any person, who defines needs or wants, justifies or pays for part
or the entire project, or evaluates or uses the results. A person who receives
services given on behalf of and for the benefit of a client.

2.1.6. Price:
 In economics and business, the price is the assigned numerical monetary
value of a good, service or asset. The concept of price is central to
microeconomics where it is one of the most important variables in resource
allocation theory (also called price theory). Price is also central to marketing
where it is one of the four variables in the marketing mix that business people
use to develop a marketing plan.
The amount of money, or other goods, that you have to give up to buy a good
or service The amount of money for which something can be bought or sold. The
value which something is worth. The amount someone is prepared to pay for an
activity

2.2. Review of Literature;

According to Turban et al, 2002 “Customer service is a series of activities
designed to enhance the level of customer satisfaction – that is, the feeling that
a product or service has met the customer expectation”
These days customers reward those companies that satisfy their needs and reject
those that are not responsive to their needs and expectations. This article will
take you through the process of setting up a customer service initiative in your
company starting with an assessment of your current customer service approach, a
determination of what your customers’ requirements are, creation of a customer
service vision with customer-friendly policies, methods for dealing effectively
with your customers, and advice for educating the rest of your organization to
carry through your customer service focus.
Customer service is meeting the needs and expectations of the customer as defined
by the customer.‘ Meeting the needs and expectations of the customer ’ means you
know what your customers want, what they expect, and you provide that to them on a
consistent basis. And to know what your customers want, you have to ask them.
‘ As defined by the customer ’ is the key phrase because it says if the
customer does not perceive you as offering good customer service, then you are
not. The customer is the judge here; no matter how good your internal records
claim you are, the customer is the only voice worth listening to. So in order to
have an effective customer service initiative, you must know what your customers
want, provide it to them on a consistent basis, and ask them how you are doing.

CHAPTER-III
RESEARCH METHODOLOGY

3.1. Statement of the problem

 There are many manufacturers producing binding machines in India. Impel
machines is also one among the manufacturers competing with others. The
investigator has made an analysis to know about the opinion of the customers who
buy impel product regarding price, quality and services.

3.2. Objective of the Study:

• To know the opinion of the customers about Impel Machines product in
quality, price and service.
• To study the benefits offered by the company to the customers.
• To know about sales promotional activities of the company.
• To give suggestions to improve the company in its product and service.

3.3. Sample size:

The sample size covers 15 respondents among the customers in Coimbatore. It
was based on stratified sampling.

3.4. Source and methods of data collection:

The methods used to collect data are primary data and secondary data. The
primary data collected is fresh data and the secondary data was collected from the
journals, magazines etc.

3.4.1. Primary data:

Primary data is the collected through Questionnaire and discussions.

3.4.2. Secondary data:

Secondary data are the data collected from various sources like journals
and magazines, documents, websites and records of the company.

3.5. Tools of analysis:

For analysis, simple statistical tool like percentages and averages were
used for the analysis.

3.6. Period of the study:

The study covers a period of one month from June 20th to July 20th 2007.

3.7. Sample Design:

To collect information from all respondents is difficult to the
investigator. So the investigator has collected 15 samples based on stratified
sampling.

3.8. Scope of the study:

The scope of the study is to know the opinion of the customers of impel
machine products in Coimbatore. The reason for selecting this particular
organization is because it has got reputation in Tamil Nadu.

3.9. Limitations of the study:

• It is for the limited period.
• Answer of the questionnaire depends upon the belief of the customers which
may differ from the reality.
• The sample size is 15 customers.
• The chance of wrong answers cannot be ruled out.
• The sample covers only Coimbatore.
CHAPTER – IV
DATA ANALYSIS AND INTEPRETATION
Table 4.1
Satisfaction of the customers about the performance of the machine
Satisfaction Level No. of respondents % of respondents
Highly satisfied 8 53
Satisfied 6 40
Dissatisfied 1 7
Highly dissatisfied - -
Total 15 100
Source: Primary data
Inference:
From the table it is identified that 53% of the customers are highly
satisfied with the performance of the machine and 40% of the customers are
satisfied. Only 7% of the customers are not satisfied with the performance of the
machine. From the table it is identified that no dealer is dissatisfied with the
performance of the machine.

Figure 4.1
Satisfaction of the customers about the performance of the machine

Table 4.2
The user-friendliness of the machine
User-friendliness of the machine No. of respondents % of respondents
Always 4 47
Often 5 33
Sometimes 3 20
Never - -
Total 15 100
Source: Primary data
Inference:
From the table it is identified that majority of the customers i.e. 47% say
that the machine is always user-friendly, 33% of the customers say that the
machine is often user-friendly and 20% say that the machine is sometimes user-
friendly. It was also identified that none of the customers said that the machine
was not user-friendly.

Figure 4.2
The user-friendliness of the machine

Table 4.3
Frequency of getting complaints from the user
Frequency of getting complaints No. of respondents % of respondents
Always - -
Often 1 6
Sometimes 4 24
Never 10 70
Total 15 100
Source: Primary data
Inference:
From the table it is identified that 66% of the customers say that they
never get complaints from the customers and 27% of them say they that they receive
complaints from the customers sometimes and only 7% of the customers say that they
receive complaints from the customers often.
Figure 4.3
Frequency of getting complaints from the user

Table 4.4
Satisfaction of the customers regarding the services provided by the company.
Satisfaction Level No. of respondents % of respondents
Highly satisfied 7 47
Satisfied 5 33
Dissatisfied 2 13
Highly dissatisfied 1 7
Total 15 100
Source: Primary data
Inference:
From the table it is identified that majority of the customers say 47% of them are
highly satisfied regarding the services provided by the company,33% are satisfied
and only 20% of the customers are dissatisfied regarding the services provided by
the company.

Figure 4.4
Satisfaction of the customers regarding the services provided by the company

Table 4.5
Delivery speed of the product.
Speed No. of respondents % of respondents
Fast 2 14
Normal 11 73
Slow 2 13
Total 15 100
Source: Primary data

Inference:
From the table is identified that 74% of the customers say that the delivery
of the machine is normal, whereas 13% of the customers say that the delivery of
the machine is fast and slow.

Figure 4.5
Delivery speed of the product.

Table 4.6
Details of the discounts received by the customers
Discounts No. of respondents % of respondents
Yes 2 13
No 13 87
Total 13 100
Source: Primary data

Inference:
From the table it is identified that majority of the customers 87% of them
say that they do not receive any discounts from the company and only 13% of them
say that they receive discounts from the company.

Figure 4.6
Details of the discounts received by the customers

Table 4.7
Satisfaction level of customers regarding the price of the machine.
Satisfaction Level No. of respondents % of respondents
Highly satisfied 2 13
Satisfied 8 54
Dissatisfied 5 33
Highly dissatisfied - -
Total 15 100
Source: Primary data

Inference:
From the table it is identified that 13% of the customers are highly
satisfied regarding the price of the machine and 54% of them are satisfied and 33%
of the customers are dissatisfied regarding the price of the machine

Figure 4.7
Satisfaction level of customers regarding the price of the machine.

Table 4.8
Satisfaction level of the customers regarding the durability of the machine
Satisfaction Level No. of respondents % of respondents
Highly satisfied 9 60
Satisfied 5 33
Dissatisfied 1 7
Highly dissatisfied - -
Total 15 100
Source: Primary data

Inference:
From the table it is identified that 60% of the customers are highly
satisfied regarding the durability of the machine and 33% of them are satisfied,
whereas only 7% of the customers are dissatisfied regarding the durability of the
machine

Figure 4.8
Satisfaction level of the customers regarding the durability of the machine

Table 4.9
Satisfaction of customers regarding the advertisement provided by the company.
Satisfaction Level No. of respondents % of respondents
Highly satisfied - -
Satisfied 2 13
Dissatisfied 5 33
Highly dissatisfied 8 54
Total 15 100
Source: Primary data
Inference:
From the table it is identified that only 13% of the customers are satisfied
regarding the advertisements provided by the company.33% of the customers are
dissatisfied and majority of the customers 54% of them are highly dissatisfied
regarding the advertisements provided by the company

Figure 4.9
Satisfaction of customers regarding the advertisement provided by the company.

Table 4.10
Relationship of the customers with the company.
Relationship status No. of respondents % of respondents
Excellent 5 33
Very Good 6 40
Good 3 20
Fair 1 7
Poor - -
Total 15 100
Source: Primary data
Inference:
From the table it is identified that 33% of the customers have an excellent
relationship with the company whereas 40% of the customers have a very good
relationship. In the remaining 20% of the customers had good relationship and only
7% of them had a fair relationship with the company

Figure 4.10
Relationship of the customers with the company.

Table 4.11
Defining the product to meet the customer requirements.
Meeting customer requirements No. of respondents % of respondents
Always 8 53
Often 4 27
Sometimes 2 13
Never 1 7
Total 15 100
Source: Primary data
Inference:
From the table it is identified that 53% of the respondents gave a report
that the company always defines the product to meet the customer requirements. 27%
of the customers said that the company often defines the product whereas 13% said
that the company sometimes defines the product and 7% said that the company never
defines the product to meet the customer requirements.

Figure 4.11
Defining the product to meet the customer requirements.

Table 4.12
Rectification of complaints from the customer by the company.
Meeting customer requirements No. of respondents % of respondents
Always 7 47
Often 5 33
Sometimes 3 20
Never - -
Total 15 100
Source: Primary data
Inference:
From the table it was found that 47% of the customers said that their
complaints were rectified and 33% said that their complaints were often rectified
by the company. It was also found that 20% of the customers said that the company
rectified their complaints only sometimes.

Figure 4.12
Rectification of complaints from the customer by the company.

CHAPTER – V
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1. Findings
From the study it was found that the majority of the customers are satisfied
with the performance of the machine.
The customers also say that the machine is often use-friendly. It was also
identified that frequency of getting complaints from the customer was also less.
Regarding the services the customers are satisfied about the delivery of the
machine, services provided by the company.
The customers are dissatisfied about the discounts they receive from the
company.
Majority of the customers say that they do not receive any discounts from
the company.
Regarding the price of the machine most of the customers are satisfied. They
are also satisfied about the durability of the product.
From the study it was found the majority of the customers are dissatisfied
about the advertisements provided by the company.
From the study it was also identified that the majority of the customers
maintain a very good relationship with the company.
Regarding the rectification of complaints it was identified that majority of
the customers responded that their complaints were often rectified by the company,
only few of the customers said that the company do not rectify the complaints.
From the study it was also identified that the company often defines the
product to meet the customer requirements.
Only very customers responded that the company only sometimes defines the
product to meet the customer requirements.

5.2. Suggestion:

To improve the marketing of the product the investigator has suggested some ways.
They are as follows.

i. Make awareness out the product to the customers.

ii. Advertise the product among the customers an make new customers.
iii. Allow certain discount to the customers so that they buy more number of
products.
iv. Can increase the production rate by installing machines.
v. Sophisticated machines can be used to make the job easier.
vi. The company can also import machine parts from other countries in order to
produce a efficient output.
vii. The company can also expand the industry.
viii. It can also some more new branches in other part of the country.
ix. Get more orders by creating awareness about the product.
x. The machines produced per month can be increased by using sophisticated
machines.

5.3. Conclusion:
From the study it was identified that the advertisement about the product
among the customers are not very much reached. But the customers who buy the
company products are much satisfied with the product

QUESTIONAIRE

Please tick your answers regarding your opinion about the Impel binding machine

Performance

No Options Highly
Satisfied Satisfied Dissatisfied Highly Dissatisfied
1. Does the customers are satisfied with
the performance of the machine

No Options Always Often Sometimes Never

2. Is the machine user-friendly
3. When do you get complaints regarding the performance of the machine from the
customer
4. Has the organization defined its product to meet customer requirement

Services

No Option Highly
Satisfied Satisfied Dissatisfied Highly
dissatisfied
5. Are you satisfied with the services

No Option Fast Normal Slow

6. How about their delivery of the product

No Option Always Often Sometimes Never

7. Whether your complaints are rectified by the company

No Options Yes No
8. Whether you gain any cash discount or
Trade discount from the company
Products:

No Options Highly
Satisfied Satisfied Dissatisfied Highly
Dissatisfied
9. Are you satisfied with the price of the product
10. Are you satisfied with the durability of the product

No Options 1-2yrs 2-3 Yrs 3-4yrs Above 4yrs

11. How long you have been
using product

Advertisement:

No Options Highly
Satisfied Satisfied Dissatisfied Highly dissatisfied
12. Are you satisfied with the advertisement of the product

Relationship

No Option Excellent Very good Good Fair Poor

13. How is your relationship with the company

Personal data

Name :
Address :
Phone Number :

REFERENCES:

Books:
1. ”Modern Marketing principles” by R.S.N.Pillai & Bagavathi, S.Chand
Publication, New Delhi, First Edition 1987, reprint 2003.
2. “An introduction to Marketing Management”, by H.Lucas and Robert P.Bush and
Larry G.Greshman, All India Publishers and Distributors Regd, Chennai, Edition
1997
3. “Customer Satisfaction” by Tamil Nadu textbook corporation, Chennai, Edition
2000.

Websites:
4. www.marketcom123.com/clients/Morgan/html.glossary.html
5. www.en.wikipedia.org/wiki/offer
6. www.vmec.org/glossary/
7. www.morganstanley.com/im/glossary/
8. www.cu.edu/psc/purchasing/vendor/po-terms.html
9. www.acromag.com/aa_terms.cfm