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INTRODUCTION
Apart from conventional storing services, warehouses in India now provide value-added services
like consolidation and breaking up of cargo, packaging, labelling, bar coding, reverse logistics,
etc.
The growth in warehousing in India is primarily being driven by the following factors:
Introduction
The existing provider landscape is largely compromised and hence unable to create the desired
integrated scaled proposition due to several factors, as listed:
Low capital and operating efficiencies (i.e., lower utilization and poor throughput/unit
space)
Limited value addition specific to the user industry, which stems from a weak
understanding of the users supply chain
Inappropriate measurement of total logistics costs by end users, creating an illusion that
value can only be driven by cutting piecemeal logistics (warehousing, transport,
handling) costs
1. Industry/retail warehousing
Industrial/Retail warehousing has a market size of ~INR310 billion in FY15 and it
has been growing at a CAGR of 10%12% over the last few years. Demand for
industrial warehousing space is estimated to have grown from around 420 million sq.
ft. in FY11 to 475 million sq. ft. in FY15, at a CAGR of 6%.
Significant growth drivers:
o Growth in GDP and changing demographics
o Demand for high-end services and infrastructure
o Growing external trade
o Rising share of organized retail
o GST implementation
Key players:
DHL, Safexpress, Continental Warehousing, Indo Arya, MJ Logistics, Allcargo,
Nippon Express, etc. are the major players in industrial warehousing.
2. Liquid storage
The terms liquid storage mainly refers to the storage of liquid bulk such as crude,
petroleum products, chemical and edible oil. Liquid bulk cargo handled at ports has
been growing at a CAGR of 5%6% between FY14 and FY15.
Demand for liquid storage space is increasing in India amid increasing traffic and
limited existing capacities. Currently, the utilization of commercial tank farms in
India is between 75% and 80% in FY15.
Significant growth drivers:
o Increased edible oil consumption
o Shifting consumer preferences
o Improved operational efficiencies
o High utilization levels for tank farms
o Development of private airports
Key players:
Major players in the commercial segment include IMC Ltd., Vopak India, Kesar
Terminal, Ganesh Benzoplast, Indian Oil Tanking, Aegis Logistics, Sealord
3. Agri-warehousing
Agri warehousing accounts for ~15% of the warehousing market in India, or
~INR8085 billion, in FY15. It has been growing at a 10%12% rate over the last 3
years. Agri warehousing capacity in India is 110120 million metric ton (MT), and it
has been growing at a CAGR of 8%10% over the last 5 years.
Significant growth drivers:
o Growing annual agriculture production
o Increased private sector intervention
o Improved agri warehousing infrastructure
o Standardized warehousing operations as per the Warehousing (Development
& Regulation) Act
o Subsidy schemes
o Tax incentives
Key players:
Key public sector players include Food Corporation of India (FCI), Central
Warehousing Corporation (CWC) and 17 State Warehousing Corporations (SWCs).
The remaining 30% of the capacity is primarily held by unorganized small godown
players.
A few large national-level players have emerged in this field over the last decade
owing to the available capital subsidy. These include National Bulk Handling
Corporation Ltd., National Collateral Management Services Ltd., Adani Agri
Logistics, Star Agriwarehousing & Collateral Mangement Ltd., Shree Shubham
Logistics Ltd., Ruchi Infrastructure Ltd., Guru Warehousing Corporation, Paras
Warehousing and LTC Commercial.
4. Cold stores
Cold stores account for ~16% of the total warehousing industry and it estimated to
worth a ~INR90 billion industry. The cold storage industry is expected to grow at
~15% per annum on a sustained basis over the next 5 years, with the organized
market growing at a faster pace of ~20%.
Significant growth drivers:
o Increase in organized retail
o Growing GDP
o Increasing population
o Improving per capita consumption
o Healthy growth of niche categories such as chemicals, pharmaceuticals, etc.
o Government incentives
Key players:
Snowman, Gati Kausar, Cold Star, ColdEx, Kelvin cold chain, RadhaKrishna
Foodland, MJ Logistics, Dev Bhumi Cold Chain, Fresh and Healthy Enterprise, etc.,
are the major organized players in the industry.
The growth of organized industry sectors such as retail, automotive, manufacturing,
pharma and agriculture in India is expected to give rise to more integrated supply
chains.
5. Container handling and storage
CFS/ICD accounts for ~14% of total warehousing market in India and is estimated at
around ~Rs.75-80 bn in FY15 in India and has grown with a CAGR of 10-15% over
last 3 years.
Significant growth drivers:
o Growth in containerized cargo
o Opening up of container rail transport
o Government incentives
Key players:
The government run Container Corporation of India (CONCOR) continues to be the
largest player operating 48 terminals which handle EXIM cargo, while 14 others
handle domestic traffic only.
Major Players
1. Food Corporation Of india
The Food Corporation of India was setup under the Food Corporation's Act 1964 , in order to
fulfill following objectives of the Food Policy:
Effective price support operations for safeguarding the interests of the farmers.
Since its inception, FCI has played a significant role in India's success in transforming the crisis
management oriented food security into a stable security system.
DRS Warehousing South Pvt. Ltd., a single window for all your logistics needs. With our vast
network throughout India, we provide our customers Warehousing Storage Services, etc.
With a team comprising of dynamic professionals from the industry and years of experience,
DRS Warehousing South Pvt. Ltd. has set its own platform in developing Multimodal Transport
Operations, warehousing, relocation services, logistics services etc. and has carved a niche for
itself as the market leader.
Our skills and expertise cover a wide range of transportation services and other custom clearing
activities and initiatives.DRS Warehousing South Pvt. Ltd. is committed to help organizations for
consistent growth of their international trade.
DRS Warehousing understands that clients have specific needs as regards their storage and
warehousing. At DRS Warehousing South Pvt. Ltd. , we therefore spend considerable time
discussing with our clients individually to understand their specific requirements and developing
customized solutions .
4. Redington India
Redington, commencing its Indian operations in 1993, is today positioned as the largest Supply
Chain Solution Provider in emerging markets. As a group, Redington is present in India, Middle
East,Africa, Turkey, Srilanka, Bangladesh and CIS countries.
Redington provides end-to-end supply chain solutions for all categories of Information
Technology products (PCs, PC building blocks, networking, software and enterprise solution
products) and Consumer and Lifestyle products (Telecom, Digital Lifestyle products,
Entertainment products and Digital Printing Machines) to over 100 international brands and
relationship with major brands have been for years.
With its corporate office in Chennai, it has 42 Sales locations across India. In addition, through
its subsidiaries both in India and overseas, Redington has 87 Sales offices, 114 warehouses and
96 own service centers and 264 partner centers. A team comprising of over 1400 highly skilled
and committed professionals helps the Company deliver its products and services to every corner
of the country. The team is supported by robust IT & Communication infrastructure connecting
all the locations of the company and a state of the art ERP and e-commerce back bone.
Redington has built its business on very strong ethical and commercial fundamentals which has
not only helped it to consistently exceed the industry growth rate, but has also enabled to firmly
establish it as the "partner of choice" with most of its vendors and business partners. A
compounded annual growth rate of 52% over the past 23 years has enabled Redington generate a
revenue of over Rs. 35,476.33 crores during fiscal 2015 16, underlining the very strong
foundation and prudent pr:actices on which the company's business practices have been built.
CHAPTER 2
NAME OF THE COMPANY
Introduction
Company overview
Sector- Govt. sector
Chairman- Sh. Harvinder Kalyan
MANAGING DIRECTOR- Ms Sukriti Likhi
HAFED website- www.HAFED.gov.in
Deals with- live stock nutrition & consumer products
HAFED is a state level apex organization in the cooperative sector in Haryana, it came into
existence on 1st Nov 1996 with formation of Haryana as a separate state, with an annual
turnover of more than 8000 crores engaged in other activities, in manufacturing & marketing
of famous products known for their excellent quality & purity namely HAFED basmati rice,
non basmati rice & their variants, HAFED kachchi ghani mustard oil (Agmark Grade-1),
refined soya bean oil, refined cottonseed oil, HAFED desi wheat & its Atta, HAFED sugar,
HAFED turmeric powder etc. plan to broad base & strength its distribution & marketing
network by appointing distributors in the state.
Apart from sale of consumer products, HAFED has also been in the business of manufacturing &
supplying the quality cattle feed products to its customers well tested high quality
pesticides/insecticides both in powder & solution form to the farmers through its large chain
distributors.
VISION OF THE COMPANY
To continually enrich its leadership position as an agri-business cooperative of Haryana.
MISSION OF THE COMPANY
To serve the economic interest of farmers of Haryana by providing viable & efficient support in
agriculture production, marketing & Agri processing.
Organizational Structure
S.
Name
Contact Details
Sh. Harvinder
Kalyan, MLA
Madhuban, District
No.
1.
Chairman, HAFED
2.
Haryana Civil
Sibal, IAS,
Additional Chief
Secretary
to Government
acscooperation@gmail.com
Haryana,
Cooperation
Department,
Chandigarh
3.
Shri. Ashok
Sangwan, IAS,
Registrar
Cooperative
Societies, Haryana,
Panchkula
(Director & Govt.,
Sahkarita Bhawan,
Sector-2, Panchkula
Ph. 0172-2583438,
rcsharyanaa@gmail.com
Nominee )
4.
Ph. 0172-2701366
dir.foodhry@gmail.com
Ph. 0172-2570662
agriharyana2009@gmail.com
Ph. 0172-2702355,
ifcc@hry.nic.in
IAS,
Director General,
Food & Supplies,
Haryana,
Chandigarh
5.
Shri. Bhupinder
Singh, HCS,
Director General,
Agriculture, Haryana
Panchkula
6.
M-09814141110
7.
Ms Sukriti Likhi,
HAFED Corporate
IAS,
Office,
Managing Director,
Sector-5, Panchkula.
HAFED, Panchkula
Ph. 0172-2590518,
hfdmd@hry.nic.in
Ph. 0172-2590709,
8.
Capt. Chhattar
Singh
House No.907-P,
cs907@in.com
Sector-3, Rohtak.
M-09315102331,
Ph. 01262-292904 (R)
9.
Sangwan
jagjitsinghsangwan@yahoo.com
(Bhiwani)
M-09315698086,
Ph. 01250-220072 (R)
10.
Khatana,
Sohna,
Director, HAFED
Distt. Gurgaon-122102.
hfddirkhatana@gmail.com
M-09996549874
M-09810346390,
11.
Shri. Narender
Kumar Bhayana,
RaghoTeh. Narnaund,
bhayananerender@gmail.com
Director, HAFED
Distt. Hissar
C/O H.No.595/20, Roop
Nagar Colony Near
Sainik Public
School, Hansi, Distt.
Hisar.
M-09996549875
M-09416043980,
Ph. 01663-257400 (R)
12.
mehlaramchander@gmail.com
Teh. Dhand,
Distt. Kaithal
C/O M/s Ram Chander
Sushil Kumar, Shop
No.7, New Grain Mandi,
Dhand.
M-09996549876
M-09467014914,
M-09896432367,
Ph. 01746-250055 (R)
13.
Director, HAFED
Teh. Narwana,
hfddirdaya@gmail.com
Distt. Jind.
M-09996549878
M-09466987712,
14.
Director, HAFED
Teh. Musthfabad,
hfddirsarojdevi@gmail.com
Products
Kacchi Ghani Musterd Oil:
M-09315431338
hfddirrajkgoyal@gmail.com
Packings
500ml, 1 Lt. Bottle, 1 lt. Pouch, 5 lt. Tin, 5 lt. Poly Jar, 15 lt. Tin, 15 kg. Tin,
15
kg Jar
HAFED brings to you hygienically packed 100% natural pure mustard oil prepared
through traditional process of crusing of selected quality of mustared seed at low
temperature with "Kohlus", Prepared to impart special flavour to variety of foods, it
takes care of uour health too.
HAFED quarantees quality of this product and your satisfaction.
Packings
This Product is available in the following packing:5 KG, 10 KG, 25 KG
These are Superior long grain Aromatic Basmati Rice of approximately 1/2 of the
size of full grain Rice with minimum length of 3.5 mm.
Packings
This Product is available in the following packings :5 KG
These are Superior long grain Aromatic Basmati Rice of approximately 3/4 of the size of full
grain Rice with minimum length of 5.0 mm.
Packings
This Product is available in the following packings :1 KG, 5 KG, 10 KG
These are Superior long grain Aromatic Basmati Rice of approximately 3/4 of the size of full
grain Rice with minimum length of 5.0 mm.
Packings
This Product is available in the following packing:1KG, 2KG, 5KG, 10KG, 15KG
HAFED brings you the finest long grain Aromatic Basmati Rice from world famous
Taraori Basmati growing region of Haryana, India. Agro-climatic conditions of
Taraori are particularly suited to impart unique characteristics, distinct aroma,
traditional flavour and extra length to the Basmati Rice.
HAFED with over 40 years of experience, takes special care to preserve all natural
characteristics of Basmati Rice while processing the carefully selected produce in its
Mills located at Taraori itself. Keeping up with the legacy of bringing finest rice to
our consumers HAFED offers specially selected aroma rice marvel to you.
For your health and safety HAFED rice undergoes rigourous quality checks before
packing in Nitrogen Flushed Poly Packs.
Packings
1 lt. Pouch, 5 lt. Jar, 15 lt. Tin, 15 kg tin
HAFED Refined Cotton Seed Oil is a healthy cooking medium rich in Poly Un-Saturated
Fatty Acids. It is also economical in use due to less absorption in food due to its typical Fatty
Acids consumption it partially solidifies during storage at temperature below 60 degree F.
Packings
1 lt.pouch, 5 ltr Jar, 15 ltr Tin, 15 kg Tin
Refined Soyabean Oil is obtained from the seeds of the legume Soyamax. The Oil is light
yellow in color. It is used as salad and cooking oil .
Packings
This Product is available in the following packings :5 KG, 25 KG
Packings
This Product is available in the following packings :10 KG
Packings
This Product is available in the following packings :5 KG, 10 KG, 15 KG, 25 KG
S.No.
Products
Packing
40 Kg.
3.
40 Kg.
POULTRY
1
Layer Mash
50 Kg.
Broiler Starter
50 Kg.
Broiler Finisher
50 Kg.
Sheep feed
50 Kg.
Sr.No.
NAME OF PRODUCT
PACKING (KG)
50 Kg.
2.
50 Kg.
3.
50 Kg.
4.
40 Kg.
5.
50 Kg.
Pig Feed
50 Kg.
Poultry Feed
50 Kg.
8.
Creep Ration
50 Kg.
Pestisides
granted
Number
by
C.I.B.Action on Insects
Faridabad
Endosulphan35
EC
Used
Heera
1
Crops in Which
VI-1669(1)
EndosulphanWorm;
(EC)-428
GreenVegetable
Malathlon 50 EC
925
&
CIR-170/81/Malathion(EC)-
Rice;
Sugar
Cane etc.
Rice; Vegetables
Bhindi;
Patta
Gaubhi;
Salgam etc.
Dimethoate
EC
30CIR169/81/Dimethoate(EC)-170
Dim
Mooli;
CIR-
Econocioba Colonum
CIR6
Butachlore 50%
EC
Rice Crop
10080/89/Butachlore(EC)533(for Aeromax)
Green Leaf Hopper;
Yellow Slem borer
Monocrotophos
36SL
Pyrilla;
CIR
-11122/90/Monocrotophos
(SL)-688
Rice;
American
Cotton;
wallSugarcane
Malathion 25WP
CIR
Malathion(WP)-1292
CIR-22725/95/Anilophos
(EC)-344(For
-11370/90
Mosquitoes
aeromax)
Anilophos 30 EC CIR-12605/91/
Anilophos(EC)-76(For
10
11
Isoproturon 75%
WP
Fenvalerate
EC
Xylene)
CIR12788/91/Isoproturon(WP)- -
N.M.E.P
(Health
Deptt.) Malaria
Rice
crop
Weedicdes
Wheat
Crop
Weedicdes
468
20CIR-14403/92/Fenvalerate Woll worm ; Aphids;Cottn; vegitable
(EC)-542
Jassids;
Thrips;(Bhindi; Cobbage;
and
Termite)
12
13
14
15
16
17
18
Cypermethrin
25EC
CIR
-14414/92/Cypermethrin
(EC)-604
& Fruits Borer; Grub
2,4 D EthylCIR -14960/92/2,4D Ethyl
Ester 38 EC
Ester (EC)-604
Brown Plant Hopper;
Rice; Soyabean ;
CIR -19302/94/DichiorivosCut Worm ; Army
Dichiorovs 76EC
Sarson ; Kakdi
(ES)-521
Worm; Leaf Eating ,
etc.
conterpillar
All
Crops;
CIR
-19303/94/LIndane
Lindane 20EC
Anty Termite
Building
and
(EC)-473
construction work
All
Crops;
Chloropyriphos CIR
19954/94/
Anty Termite
Building
and
20 EC
Chloropyriphos(EC)-562
construction work
Alphamethrin 10CIR
-19595/94/
Woll Worms
Cotton
EC
Alphamethrin (EC)-108
Brown Plant Hopper
Quinaiphos 25EC
Aphids;;Wheat;Cotton;
19
20
Methylparathion CIR
50EC
Lindane 1.3%DP
-22135/95/
Methylparathion (EC)-1219
CIR
-28242/98/Lindane(DP)-958
Anti Termite
22
Rice;
Greenvegetable
DP
(DP) 1777
Deltamethrin
Thrips
Cane etc.
CIR 29197/98/ DeltamethrinWeebels/Mosquitoes For storage
2.5% WP
(WP)-224
Wheat
Sugar
of
grains;
Malaria (NMEP)
23
24
CIR
Temphos 50EC
Mancozeb
-30002/98/Temphos
(EC)-81
WP
(WP)-707
Blite
Late
Wheat ; Rice ;
potato;
Karela;
Ground-nut
/Early
Blite
Chinopodium
25
Fenoxaprop
P-
ethyl 10% EC
(Bathu);
CIR
-40203/2002/Fenoxaprop
P- ethy(EC)(222)-11
Malilotus
Alva
(Sajja)
Madicogo
Wheat Weedicides
Dendikulata (Mayna)
&
Latharus
Afaca
(Jangli Mattar)
Piroxefop
Prepanyi
26
propargyl)
27
28
CIR -40204/2002/Piroxefop
(Chodiafop15%
-do-
Wheat Weedicides
-do-
Wheat Weedicides
/Phorate-do-
Wheat Weedicides
Prepanyi(WP)(222)-13
WP
Sulfosulfuron
CIR
75% WG
Sulfosulfuron
-45340/2003/
-22316/95
(CG) - 542
HAFED SEEDS
As per the existing practice, HAFED facilitates the Cooperative MarketingSocieties for
arrangement of Certified Seeds of various crops. The requirement received from the Coop.
Mkg. Societies is forwarded to the Agriculture Deptt., Haryana for necessary allocation of
certified seeds from HSDC, IFFCO, Kribhco.
HAFED has now entered into the seed production channel for providing good quality certified
wheat seed to the farmers of the State and is also in the process of installation of its own best
technology Seed Processing Plant at Gannaur (district Sonepat) for seed grading. HAFED has
undertaken Seed Production Program of Wheat varieties from Rabi 2010-11 sowing season
and best quality certified seed will be produced through Seed Production Program. HAFED
will make available certified wheat seed to the farmers in the brand name of HAFED from
Rabi
2011-12
onwards.
Fertilizers
HAFED makes direct agreements for urea with suppliers like IFFCO, Kribhco, NFL and
other major suppliers of Urea. As regards purchases of DAP, HAFED invites Global tenders
for arranging approx 2.5 lac M.T DAP annually and these purchases are finalised by High
Powered Purchase Committee of the State Government. These tenders are floated mainly in
the month of April and August every year. Zinc Sulphate is arranged from the different
suppliers approved by Director Agriculture Haryana by inviting tenders in the month of
April every year. The arrangement of Seeds are made from Haryana Seed Development
Corporation for supply to the Marketing Societies.
Year
2009-10
2010-11
2011-12
2012-13
UREA
2.60
4.10
4.69
4.48
DAP
3.60
3.06
3.15
2.20
2013-14
2.22
0.86
3.08
Awards
1. HAFED has been awarded the best Stall prize By Hon'ble Chief Minister,Haryana on the
occasion of 49th Haryana Cooperative Day Celeberations.
2. ISO 9001:2008 Quality Management System Certification has been Awarded to HAFED
3. HAFED Sugar Mill, Assandh has been awarded National Level Efficiency Award for the
year 2013-14 by National Federation Cooperative Sugar Factories in the Financial
Management category.
HAFED has bagged the prestigious India Pride Award for the best performing State Public
Sector Undertaking in the Agriculture and Associate Category for the year 2013-14.
CHAPTER 3
RESEARCH METHODOLOGY
STATEMENT OF PROBLEM
The objective of every company would be ensuring customer satisfaction for the customer
satisfaction would create loyal customers. Measuring customer satisfaction is always a challenge,
as customer either would not disclose or sometimes do not assess their satisfaction level clearly.
Many times the customer can not specify the reasons for his satisfaction.
NEED FOR THE STUDY
HAFED believes in satisfactory delivery of service quality to the customer, but due to unknown
reasons that the customer satisfaction analyzed by the company is not up to the make. The
company intends to find out the causes and remedies for the low customer satisfaction.
OBJECTIVES OF THE STUDY
The following are the objectives of the study to solve the problem.
They are:
2.4 HYPOTHESIS
SOURCE OF DATA
Primary Data
The Primary Data is collected through questionnaire survey to customers.
Secondary Data
Information is gathered from company profile, website and book Consumer Behaviour author by
Loudon and Della Betta
This has been conducted in Chandigarh Zone. Data have been collected from customer by a
personal interview. The researcher took 1 weeks to study the entire customers perception.
QUESTIONNAIRE DESIGN
Questionnaire Design is prepared on the basis of the following parameters.
Customers satisfaction
Customer Awareness
QUESTIONNAIRE ADMINISTRATION
Information is gather through questionnaires from customers of Chandigarh Zone.
SAMPLING
Population
1000
Sample size
20
Sample unit =
STATISTICAL TOOLS
For data analysis statistical tools used are simple percentage and chi- square test.
CHAPTER 4
DATA ANALYSIS
Customers satisfaction influenced by specific product are service features and by perceptions of
quality. It is also influenced by specific service attributions, and their perceptions
MARKETING ORGANIZATION
CEO
MANAGING DIRECTOR
EXECUTIVE MANAGER
SALE &
SERVICE
MANAGER
Customers satisfaction influenced by specific product are service features and by perceptions of
quality. It is also influenced by specific service attributions, and their perceptions
The telling factor in the companys long run fortunes will be the amount of customer satisfaction
that it managers to generate. But it doesnt not mean the companys sole aim is to maximize
Customer Satisfaction. If that where the case, it should simply put out the best product and
service in the world and price is below cost. There by it would be creating substantial customer
satisfaction. But in the long run it would be also be out of business. Customer Satisfaction like
happiness bet achieved by rendering substantial forma of assistance to others rather than by
direct pursuit.
Companies that move towards adopting the market concept benefit themselves and The society.
It leads the societys recourse to move in the direction of social needs, there by bringing the
interests of business firms and the interest of society in to harmonious relationship. Thus the
third pillory of the marketing concept aims to achieve good profits by giving the customer
genuine values in the satisfaction.
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 perspectives of a Balanced Scorecard.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction
can also vary depending on other options the customer may have and other products against
which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry, Brooder between 1990 and 1998 [3] defined ten 'Quality Values'
which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten
domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness,
Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service
Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for
continuous improvement and organizational change measurement and are most often utilized to
develop the architecture for satisfaction measurement as an integrated model. Work done by
Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the basis for the
measurement of customer satisfaction with a service by using the gap between the customer's
expectation of performance and their perceived experience of performance. This provides the
measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by
Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap"
described by Parasuraman, Zeithaml and Berry as two different measures (perception and
expectation of performance) into a single measurement of performance according to expectation.
According to Garbrand, customer satisfaction equals perception of performance divided by
expectation of performance.
The usual measures of customer satisfaction involve a survey [4] with a set of statements using a
Likert Technique or scale. The customer is asked to evaluate each statement and in term of their
perception and expectation of the performance of the organization being measured.
Customer Loyalty
"It takes a lot less money to increase your retention of current customers than to find new onesbut I know I don't give it as much effort as I should because it does take a lot of energy and
effort!"
Strategize And Plan For Loyalty!
I bet you haven't given it as much thought as you should- because to tell the truth I need
to give it more effort also.
If you currently retain 70 percent of your customers and you start a program to improve
that to 80 percent, you'll add an additional 10 percent to your growth rate.
Particularly because of the high cost of landing new customers versus the high
profitability of a loyal customer base, you might want to reflect upon your current
business strategy.
These four factors will greatly affect your ability to build a loyal customer base:
1. Products that are highly differentiated from those of the competition.
2. Higher-end products where price is not the primary buying factor.
Contact . . . contact . . . contact with current customers is a good way to build their loyalty. The
more the customer sees someone from your firm, the more likely you'll get the next order. Send
Christmas cards, see them at trade shows, stop by to make sure everything's okay.
Send a simple newsletter to your customers-tell them about the great things that are happening at
your firm and include some useful information for them. Send them copies of any media
clippings about your firm. Invite them to free seminars. The more they know about you, the more
they see you as someone out to help them, the more they know about your accomplishments-the
more loyal a customer they will be.
Loyal Customers and Loyal Workforces
Building customer loyalty will be a lot easier if you have a loyal workforce-not at all a given
these days. It is especially important for you to retain those employees who interact with
customers such as sales people, technical support, and customer-service people. Many companies
give a lot of attention to retaining sales people but little to support people. I've been fortunate to
have the same great people in customer service for years-and the compliments from customers
make it clear that they really appreciate specific people in our service function. The increasing
trend today is to send customer-service and technical-support calls into queue for the next
available person. This builds no personal loyalty and probably less loyalty for the firm. Before
you go this route, be sure this is what your customers prefer. Otherwise I'd assign a specific
support person to every significant customer.
MARKETTING JOB IS TO CONVERT SOCIETAL NEEDS IN TO PROFITABLE
OPPORTUNITIES.
Definition of marketing as follows
Marketing is a social managerial process by which individuals and group obtain what the need
and want through creating. Offering and exchanging products of value with others.
This definition of marketing rests on the following core concepts needs, wants and elements,
products (goods, services and ideas); value cost and satisfaction exchange and transactions,
relationships and networks, markets and marketers and prospects.
From the table it is inferred that out of 20 respondents, 100 % have aware the HAFED company.
Decision
Responses
Percentages
Yes
20
100%
No
0%
Total
20
100%
Decision
Responses
Percentages
Print media
5%
Television
0%
15
75%
Dealers
20%
Total
20
100%
PRINT MEDIA
TELEVISION
FRIENDS
DEALERS
Responses
Percentages
S.Agree
40%
Agree
30%
Not decide
10%
Disagree
15%
S.disagree
5%
Total
20
100%
S. AGREE
AGREE
NOT ECIDED
DISAGREE
S, DISAGRE
4.
Inference
From the table it is inferred that out of 20 respondents, 85 % of the people are regular
customers and 15% people are not regular customers to the HAFED PRODUCTS.
Decision
Responses
Percentages
Yes
17
85%
No
15%
Total
20
100%
YES
NO
Responses
Percentages
Less then 6 Ms
15%
6 to 12 Ms
15%
1 to 2 Years
10%
More then 2 Ys
12
60%
Total
20
100%
Decision
Responses
Percentages
S.Agree
40%
Agree
20%
Disagree
25%
S.disagree
15%
Total
20
100%
S, AGREE
AGREE
DISAGREE
S. DISAGREE
Responses
Percentages
S.Agree
45%
Agree
35%
Disagree
10%
S.disagree
10%
Total
20
100%
S. AGREE
AGREE
DISAGREE
S. DISAGREE
Inference
From the table it is inferred that out of 20 respondents, 35% customers have strongly agreed the
HAFED PRODUCTS prices are low, 45% have agreed and 10% has not decided.
Decision
Responses
Percentages
S.Agree
35%
Agree
45%
Not decide
10%
Disagree
10%
S.disagree
0%
Total
20
100%
S. AGREE
AGREE
NOT DECIDED
DISAGREE
S, DISAGREE
Decision
Responses
Percentages
Yes
15
75%
No
25%
Total
20
100%
YES
NO
CHAPTER 5
SWOT ANALYSIS & CONCLUSSION
SWOT ANALYSIS
STRENGTH :
CONCLUSSION:
1. Company have good brand name.
2.