SYNOPSIS

ON

A STUDY OF CUSTOMER SATISFACTION IN B2B MARKETS WITH

REFERENCE TO INDIAMART

Submitted to

From:
(MBA)

2014 2017
 PROJECT REPORT SYNOPSIS

NAME :

REG NO :

NAME OF THE PROGRAMME :

ADDRESS :

PROJECT TITLE : A STUDY ON ASSESSMENT OF

CUSTOMER SATISFACTION IN
B2B MARKETS

PROJECT GUIDE :
 GUIDE DETAILS

Name of the Project Guide :

Designation :
Qualification :
Address :

Date: Signature

Place:
 SYNOPSIS CONTENTS

1) Working Title

2) Introduction

3) Purpose of the research

4) Aim of the Study

5) Objectives of the Study

6) Key Questions

7) Research Methodology

8) Chapterization in Project

9) BIBLIOGRAPHY

10) QUESTIONNAIRE
WORKING TITLE:

A STUDY ONASSESSMENT OF CUSTOMER SATISFACTION IN B2B MARKETS

WITH REFERENCE TO INDIAMART.COM

INTRODUCTION:

Every economy consists of three sectors. They are primary sector (extraction such as mining,
agriculture and fishing), secondary sector (manufacturing) and the tertiary sector (service sector).
Economies tend to follow a developmental progression that takes them from a heavy reliance on
primary, toward the development of manufacturing and finally toward a more service based
structure. Historically, manufacturing tended to be more open to international trade and
competition than services. As a result, there has been a tendency for the first economies to
industrialize to come under competitive attack by those seeking to industrialize later. The
resultant shrinkage of manufacturing in the leading economies might explain their growing
reliance on the service sector. However, currently and prospectively, with dramatic cost reduction
and speed and reliability improvements in the transportation of people and the communication of
information, the service sector is one of the most intensive international competition. The service
sector is the most common workplace in India.

PURPOSE OF STUDY

CUSTOMER SATISFACTION frequently used in marketing, is the measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."

Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold.

1. Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the companys goods and services.

2. Although sales or market share can indicate how well a firm is performing currently,
satisfaction is an indicator of how likely it is that the firms customers will make further
purchases in the future.
Most research indicates that the ramifications of satisfaction are most strongly realized at the
extremes. On a five-point scale, individuals who rate their Satisfaction level as 5 are likely to
become return customers and might even evangelize for the firm. (A second important metric
related to satisfaction is willingness to recommend. This metric is defined as "The percentage of
surveyed customers who indicate that they would recommend a brand to friends).

When a customer is satisfied with a product, he or she might recommend it to friends, relatives
and colleagues. This can be a powerful marketingadvantage.) Individuals who rate their
satisfaction level as 1, by contrast,are unlikely to return. Further, they can hurt the firm by
making negativecomments about it to prospective customers. Willingness to recommend is a key
metric relating to customer satisfaction.

Customer satisfaction plays an important role in both B2B and Consumer markets.
IndiaMART.com is India's largest online B2B marketplace for Small & Medium Size Businesses,
connecting global buyers with suppliers. The company offers a platform & tools to over 1.2
million suppliers to generate business leads from over 6.5 million buyers, who use the platform
to find reliable & competitive suppliers. The company has over 3500 employees located across
60+ offices in the country. Its existing investors include Intel Capital and Bennett, Coleman &
Co. Ltd.

IndiaMART.com offers products that enable small & medium size businesses generate business
leads (online catalogs/store-fronts), establish their credibility (third party verified trust profile)
and use business information (finance, news, trade shows, tenders) for their business
promotion. Hence an understanding of the customer satisfaction levels will prove to be a good
platform to launch strategies aimed at retaining existing customers and attracting new customers.

AIM OF THE STUDY

To assess the customer satisfaction of the services offered by IndiaMART and thereby defining
the IndiaMARTsstrategies to satisfy and retain them

OBJECTIVES OF THE STUDY

To understand the demographic profile of the customer base of IndiaMART

To assess the customer satisfaction levels with reference to IndiaMART services.

To find out the challenges faced by IndiaMART in identifying and developing new
products and their market.
KEY QUESTION

How can we improve our offer to customers (theproduct/service, the delivery, the
guarantees, the servicesupport etc)?

How can we segment the market so that we can better satisfycustomers needs?

What is the best route to market?

How can we persuade people to buy our products on a continuous/repetitive basis in a

competitive market scenario?

Which new products or services could we offer to ourcustomers?

RESEARCH METHODOLOGY

Research Methodology is the process which is used to collect the information and data from
various sources for the purpose of making decisions. In this project study is being made by
collecting the relevant information by means of surveys, observation or experimentation to
analyze customer satisfaction at IndiaMART InterMESH Ltd. The methodology adopted here is
as follows:

RESEARCH DESIGN

Descriptive Research
To describe things, such as the market potential for a product or the demographics & attitudes
of consumers who buy the product

SOURCES OF DATA

Primary Data: The data which is collected from firsthand experience is known as Primary
Data. These are the raw data which is derived for the purpose of new research or study and can
be collected through various sources. Following are the different sources of collecting the
primary data to fulfill the purpose, aim and objectives of the study at IndiaMart InterMesh Ltd.-

Questionnaire with open ended and closed ended questions

Secondary Data: Secondary data are the data which is collected from second hand experience. It
is collected from the source that has already been published in any form. Information from free
listing clients from IndiaMart web portal (Company Records) has also been collected for the
study of the project.

SAMPLE DESIGN:-

LOCATION- Delhi Ncr

Sampling Units- SMEs randomly selected from the customer base of IndiaMart

Sample Size- 50 respondents

Instrument for Data collection-Questionnaires

DATA ANALYSIS:-

Data which is collected through questionnaire will be tabulated and analyzed with the help of the
statistical tools like pie charts and graphs to arrive at the necessary interpretations & conclusions.

CHAPTERIZATION OF PROJECT

EXECUTIVE SUMMARY

CHAPTER 1 INDUSTRY ANALYSIS

CHAPTER 2 COMPANY ANALYSIS

CHAPTER 3- INTRODUCTION TO THE TOPIC

CHAPTER 4-RESEARCH METHODOLOGY

CHAPTER 5- FINDINGS, ANALYSIS AND INTERPRETATIONS OF THE STUDY

CHAPTER 6- CONCLUSIONS
ANNEXURE - QUESTIONNAIRES

REFERENCES/BIBLIOGRAPHY
Reference

BOOKS

Marketing Management: - PHILIP KOTLER

Marketing Management:- V.S RAMASWAMY AND S. NAMAKUMARI

Marketing Research: - DR. C.R. KOTHARI

NEWSPAPER AND MAGAZINE

Business World

The Economic Times

Business Standard

Business line

WEBSITES

www.IndiaMart.com

www.google.com

QUESTIONNAIRE

[1] Company Name

[2] Address

[3] Contact number

[4] Email ID

[5] Website

[6] Nature of Business

Manufacturer
Exporter
Domestic supplier
Export house
Import house
Buying agent
Stockiest
Wholesaler
Retailer
All

[7] Legal Status of your Business?

H.U.F
Partnership
Private Ltd Co.
Proprietorship
Limited Co.

[8] What kind of source of media you use to promote your company?

Print media
Personal reference
Online promotion services
Others
Exhibition/ trade shows

[9] Have you ever opted for online promotion services?

 Yes No

[10] Do you know the companies which provide online promotion services?

Yes No

If, yes

Indiamart.com
Tradeindia.com
Exportersindia.com
Alibaba.com
Madefromindia.com
Indianyellowpages.com

[11] How much amount of money you spend to market your product/service
annually on Internet?

Less than Rs.10000

Rs.10000-20000
Rs.20000-30000
Rs.30000 and More

[12] Are you interested in promoting your services online?

Yes No

[13] At which level would you like to promote your product?

Local
National
Global

[14] Are you satisfied with the present service provider?

Yes No
[15] Are you interested to participate in Exhibition/ trade shows?

Yes No

[16] Why would you like to advertise in Trade shows?

Maximum exposure through international distribution

Global buyers preferred choice
Minimum cost per business enquiry
International quality print, paper and design
Ensure virtual participation in major International trade shows

[17] Does your service provider provide you with existence verification, credibility
factors and statutory approvals?

Yes No

[18] Are you aware of online promotion services provided by INDIAMART.com?

Yes No

[19] Rank the following?

Indiamart.com
Tradeindia.com
Exportersindia.com
Alibaba.com
Madefromindia.com
Indianyellowpages.com

[20] Rank the following benefits which would you like to reap from the internet?
 Tap new markers across the world
Reach potential buyers from over 200 countries
Lowest client acquisition cost
Be available to buyers 24 x 7
Get a global presence
Showcase an entire range of products