A PROJECT REPORT ON DEALER SATISFACTION By Y.VENKAT REEDDY (09141E0053) IN SAGAR CEMENT PVT.

LTD

INTRODUCTION
Marketing is a communication process that has the purpose of individuals or groups - that are directly or indirectly able to purchase - aware of products and services that may satisfy their existing or newly-identified needs and wants. DEALER SATISFACTION Satisfaction in level of persons felt state resulting from companys products perceives performance in relational to the persons expectations. Satisfaction is a function of the difference between the perceived performance and expectations. Company seeks to win in todays market. The must track their declares expectations, perceive company performance and dealers satisfaction Dealer Any person who carries on business in purchasing, selling, supplying or distributing goods and also includes works contractor, company, Co-operative Society, Broker, Commission Agent, Auctioneer or any other mercantile Agent for the consideration of cash, commission and deferred payment. There are two types of dealer such as: 1) Registered dealer. 2) Casual dealer

NEED OF STUDY:
To study the dealers satisfaction levels towards sagar cements regarding promotional activities, quality and quantity of cement and to know demanding levels of sagar cements by the customers in the market.

OBJECTIVES:
To find the Dealers Satisfaction Level with SAGAR CEMEMTS. To find the factors influencing the dealers to deal with SAGAR CEMEMTS. To study various areas that needs improvement in SAGAR cements from dealer point of view. To find the dealers suggestions if any with respect to SAGAR CEMEMTS.

SCOPE OF THE STUDY:

The study is confined on the selected dealers in Nalgonda and Khammam Districts. The data collection is carried out in Nalgonda and Khammam Districts The project is focused on dealers satisfactory levels with quality, supply, packing, service of SAGAR CEMENTS and promotional activities by the company. A total of 60 dealers have been surveyed for collecting the data with the help of a structured questionnaire.

LIMITATIONS OF THE STUDY:

Since the survey was done only in Nalgonda and Khammam Districts the result obtained may not be taken as universal suggestion. Quality of the information highly dependent on the knowledge of the respondents. The results may not be accurate because the survey is on SAGAR CEMENTS dealers and hence there is a possibility of bias in their responses.

RESEARCH METHODOLOGY:
SOURCE OF DATA Primary data: The researcher collected both by direct survey from the dealers through questionnaire. The researcher used structured questionnaire. Secondary data: Here the researcher collected secondary data from the company profile, industry profile and official web sites. SAMPLE DESIGN: Geographical area: The study is conducted in two districts Nalgonda and Khammam. Period of coverage: The duration of project work is about 45 days Population: Population for this research is set of dealers those who are dealing with SAGAR CEMENTS in Nalgonda and Khammam districts. Sample units: The sampling units used by the researcher for this research, are those who are dealing SAGAR CEMEMTS. Sample size: The number of samples collected by the researcher is 60 dealers RESEARCH INSTRUMENT: Research instrument used for data collecting is questionnaire. Questionnaire The questionnaire is prepared in a well-structured form so that it is easily understandable and answerable by everyone. The type of questions include in the questionnaire are open-ended questions, multiple choice questions and dichotomous questions.

INDUSTRY PROFILE
India is the world's second largest producer of cement after China.  With the boost given by the government to various infrastructure projects, road networks and housing facilities, growth in the cement consumption is anticipated in the coming years.  Added nearly 13 millions tones capacity in April 2010. MAJOR PLAYERS: The major players in the cement sector are: Ultratech Cement Century Cements Madras Cements ACC Gujarat Ambuja Cement Limited Grasim Industries India Cements Limited Jaiprakash Associates and JK Cements. Holcim Lafarge Bharathi cement Italcementi

COMPANY PROFILE
The organization Sagar Cements Industries Limited is a fast growing Indian industrial group with its corporate head office at Hyderabad and works at Mattampally, Nalgonda district.  The main object of the Company is to manufacture ordinary portland cement  The Company's cement is marketed under the brand name  Priya Cement The Company was promoted by Mr. Muni Krishna, Mr. J. Rama Rao and Mr. Butchaiah. Location of Plant The first mini plant is located at Mattampally, Nalgonda district, located within 35 km from the National Highway No 9 connecting Vijayawada-Hyderabad. Location of the plant at Mattampally village

Dealer Any person who carries on business in purchasing, selling, supplying or distributing goods and also includes works contractor, company, Co-operative Society, Broker, Commission Agent, Auctioneer or any other mercantile Agent for the consideration of cash, commission and deferred payment. There are two types of dealer such as: 1) Registered dealer. 2) Casual dealer Wholesaler A wholesaler buys goods in large quantities from their manufacturers or importers, and then sells smaller quantities to retailers, who in turn sell to the general public. Retailer A retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells individual items or small quantities to the general public or end user customers, usually in a shop, also called store. Retailers are at the end of the supply chain

1. Experience in dealership: a) 1-3 Years c) 8-10 Years

b) 4-7 Years d) Above 10 Years

TABLE:
1. 2. 3. 4.

S.No

Criteria 1-3 years 4-7 years 8-10 years Above 10 years Total

No. of respondents 06 20 38 16 80

% of respondents 7% 25% 47% 20% 100

GRAPH:

INTERPRETATION: Of about 80 dealers 20% are having above ten years experience and 47% are in the business of about 8-10 years. The other 25% have 4-7 years of experience and the rest 7% of the dealers have 1-3 years experience.

2. How long you are dealing with SAGAR CEMENTS a) 1-3 Years b) 4-7 Years c) 8-10 Years d) Above 10 Years

TABLE:
S.No 1. 2. 3. 4. Criteria 1-3 years 4-7 years 8-10 years Above 10 years Total No. of respondents 15 25 32 08 80 % of respondents 19% 31% 40% 10% 100

GRAPH:

INTERPRETATION: This table shows the experience of the dealers in dealing with sagar cements. Most of the dealers, who have experience in their dealership, have the experience in dealing with sagar cements. 10% of the dealers have sagar cements dealership for above ten years. 8-10 years experienced dealers are up to 40% and 31% have 4-7 years experienced and the rest 19% have up to 3 years experience.

3. What is percentage of SAGAR CEMENTS volume in your total business? a) 24% or less c) 50% - 74% b) 25% - 49% d) 75% or above

TABLE:
S.No 1. 2. 3. 4. Criteria 24% or less 25%-49% 50%-74% Above 75% Total No. of respondents 25 36 16 03 80 % of respondents 31% 45% 20% 04% 100

GRAPH:

INTERPRETATION: Of about 80 dealers 04% of dealers are having above 75%, 20% of dealers are having 50%-74%, 45% of dealers are having 25%-49% and remaining 31% of dealers are having 24% or less volume in there total business with sagar cements respectively.

4. Which factors motivated you in choosing SAGAR CEMENTS dealership? a) Promotional scheme b) Quality c) Company profile d) Discount e) Demand

TABLE:
S.No 1. 2. 3. 4. 5. Criteria Promotions Quality Company image Discount Demand Total No. of respondents 12 20 03 38 17 80 % of respondents 15% 25% 4% 47% 21% 100

GRAPH:

INTERPRETATION: About 25% of the dealers are dealing with sagar cements for its quality, 21% for demand, 47% for Discount, 15% of dealers are dealing for promotional activities and remaining 4% are dealing by seeing company profile.

5. Are you dealing with any other cement? a) Yes b) No

TABLE:
1. 2.

S.No

Criteria YES NO Total

No. of respondents 62 18 80

% of respondents 77% 23% 100

GRAPH:

INTERPRETATION: About 77% of the dealers are dealing with other companies and 23% deal only sagar cements.

6. Which of the following is the fastest moving grade in SAGAR CEMENTS? a) OPC 53 b) OPC 43 c) PPC d) IRS T-40 Super e) PSC S.No 1. 2. 3. 4. 5. Grades OPC 53 OPC 43 PPC IRS T-40 SUPER PSC Total No. of respondents 35 17 19 05 04 80 % of respondents 44% 22% 23% 06% 05% 100

TABLE:

GRAPH:

INTERPRETATION: About 44% of dealers are saying that OPC53 is the fastest moving brand in the market, 23% of dealers goes with PPC, 22% of dealers goes with OPC 43, 06% 05% of dealers goes with IRS T-40,PSC grades respectively.

7. Which brand is considered to be the toughest competition for SAGAR CEMENTS? a) RASSI b) KCP c) KAKATHIYA d) DECCAN e) BHEEMA f) AMBUJA

TABLE:
1. 2. 3. 4. 5. 6.

S.No

Competitors RASSI KCP KAKATHIYA DECCAN BHEEMA AMBUJA Total

No. of respondents 03 21 30 08 02 16 80

% of respondents 4% 26% 38% 10% 02% 20% 100

GRAPH:

INTERPRETATION: The toughest competition for SAGAR CEMENTS is found to be Kakathiya cements. About 38% of the dealers are saying that Kakathiya cements is the toughest competitor,26% is for KCP ,20% for Ambuja,10% is for deccan,04% is for Rassi,02% is for Bheema cements

8. Which promotional activity of SAGAR CEMENTS is having major influence in you? a) Discount b) Gift c) Prize d) Offers

TABLE:
S.No 1. 2. 3. 4. Promotions Discounts Gifts Prizes Offers Total No. of respondents 34 16 21 09 80 % of respondents 43% 20% 26% 11% 100

GRAPH:

INTERPRETATION: Most of the dealers are influenced by the discount offering to s them. Hence the 43% of the dealers are influenced by Discounts,26% are influenced by Prizes, 20% are influenced by Gifts, 11% are influenced by Offers provided by sagar cements.

9. Which of the following media advertising are consider to be more effective a) Print media c) Radio b) Electronic media d) Out door Advertisement

TABLE:
S.No 1. 2. 3. 4. Modes Print media Electronic media Radio Outdoor adds Total No. of respondents 18 25 13 24 80 % of respondents 22% 32% 16% 30% 100

GRAPH:

INTERPRETATION: Most of the dealers says that Electronic media, Outdoor advertisement is the effective media, About 32% of dealers says that Electronic media is more effective,30% of dealers goes with Outdoor advertisement,22% of dealers goes with print media and remaining 16% for Radio.

10. Rate the promotional activities taken up by SAGAR CEMENTS a) Very good b) Good c) Satisfactory d) poor

TABLE:
S.No 1. 2. 3. 4. Promotional Activities Very good Good Satisfactory Poor Total No. of respondents 19 31 25 05 80 % of respondents 24% 25% 31% 06% 100

GRAPH:

INTERPRETATION: The promotion activities carried out by sagar cements is found to be satisfactory. About 31% of the dealers satisfied and 25% of the dealers found is good. 06% dealers are dissatisfied and the rest 06% of the dealers are reporting poor. The promotion activities are can be still improved according their opinion.

11. Do you think price of SAGAR CEMENTS is same compared to other brands? a) Yes b) No

TABLE:
S.No 1. 2. Criteria Yes No Total No. of respondents 39 41 80 % of respondents 49% 51% 100

GRAPH:

INTERPRETATION: Of about 80 dealers,49% of dealers are saying that sagar cement price is same and remaining 51% of dealers said that price of other brands differs from sagar cement.

12. Rate the quality of SAGAR CEMENTS a) Very good b) Good c) Satisfactory d) poor

TABLE:
1. 2. 3. 4.

S.No

Criteria Very good Good Satisfactory Poor Total

No. of respondents 27 32 19 02 80

% of respondents 34% 40% 24% 02% 100

GRAPH:

INTERPRETATION: About 34% of the dealers rated very good toward the quality of sagar cements,40% of dealers rated good,24% of dealers rated satisfied and remaining 02% rated poor toward quality of sagar cements.

13. Rate the quality of SAGAR CEMENTS with reference to the price a) Very good b) Good c) Satisfactory d) poor

TABLE:
S.No 1. 2. 3. 4. Criteria Very good Good Satisfactory Poor Total No. of respondents 25 31 18 06 80 % of respondents 31% 39% 22% 08% 100

GRAPH:

INTERPRETATION: About 39% of the dealers rated good toward the quality of SAGAR CEMENTS with reference to the price, 31% of dealers rated very good, 22% of dealers rated satisfactory and the remaining 08% of dealers rated poor toward the quality of SAGAR CEMENTS with reference to the price.

14. Whether the expected quantity of SAGAR CEMENTS is supplied to you in time? a) Yes b) No

TABLE:
S.No 1. 2. Criteria YES NO Total No. of respondents 54 26 80 % of respondents 68% 32% 100

GRAPH:

INTERPRETATION: Of about 80 dealers,68% of dealers are satisfied with the supply of sagar cements with in time and remaining 32% are dissatisfied.

15. What do you feel about the employees dealing with you in SAGAR CEMENTS? a) Highly satisfied b) Satisfied c) Average d) Dissatisfied

TABLE:
S.No 1. 2. 3. 4. Criteria Highly satisfied Satisfied Average Dissatisfied Total No. of respondents 03 30 21 08 80 % of respondents 4% 38% 26% 10% 100

GRAPH:

INTERPRETATION: About 38%of the dealers feel average toward the employee dealing with them in the company,26% are just satisfied,4% are highly satisfied and remaining 10% are dissatisfied with the employees in the company.

16. What form of support you need from SAGAR CEMENTS? a) Promotional scheme b) Sales follow up c) In time delivery d) Credit facilities

TABLE:
S.No 1. 2. 3. 4. Criteria Promotional schemes Sales follow up In time delivery Credit facilities Total No. of respondents 29 12 23 16 80 % of respondents 36% 15% 29% 20% 100

GRAPH:

INTERPRETATION: Most of the dealers want the support of promotional activities, about 36% of dealers want the support of promotional activities, 29% of dealers wants the support of In time delivery, 20% of dealers wants the support of credit facilities, and remaining 20% of dealers wants the support of sales follows.

17. What is the overall rating you give to SAGAR CEMENTS? a) Very good b) Good c) Satisfactory d) poor

TABLE:
S.No 1. 2. 3. 4. Criteria Very good Good Satisfactory Poor Total No. of respondents 24 33 19 04 80 % of respondents 30% 41% 24% 05% 100

GRAPH:

INTERPRETATION: About 41% of the dealers rate good toward the employee dealing with them in the company, 26% are just satisfied, 4% are highly satisfied and remaining 10% are dissatisfied with the employees in the company.

18. Do you recommend SAGAR CEMENTS to your customers? a) Yes b) No

TABLE:
S.No 1. 2. Criteria YES NO Total No. of respondents 76 04 80 % of respondents 95% 05% 100

GRAPH:

INTERPRETATION: About 95% of dealers recommend to their customers about sagar cements and remaining 5% of dealers do not recommend sagar cements to their customers.

19. Do you have any complaints about SAGAR CEMENTS? a) Yes b) No

TABLE:

S.No 1. 2.

Criteria YES NO Total

No. of respondents 23 57 80

% of respondents 29% 71% 100

GRAPH:

INTERPRETATION: About 71% of dealers are not having any complaints with sagar cements and remaining 29% or dealers are having some complaints with sagar cements.

20. Do you have any suggestions to improve the packing, promotional activities, Quality, price of SAGAR CEMENTS? a) Yes b) No

TABLE:
S.No 1. 2. Criteria YES NO Total No. of respondents 36 44 80 % of respondents 45% 55% 100

GRAPH:

INTERPRETATION: About 45% of the dealers have suggestions to improve their packing. Their suggestions are wider about promotional activities, gifts, special offers, in time delivery of cement bags. The rest 55% of the dealers are satisfied with what they are offering in sagar cements.

Findings:
Most of the dealers have 8-10 years of experience in dealership among that they are dealing with sagar cements in between 4-7 years. The total volume of sagar cements in dealers total business is between 25%-49%. The major promotional factor influenced the dealers to choose sagar cements dealership are Discounts. The fastest moving grade in sagar cements is Ordinary Portland Cement 53. Most of the dealers also deal with other brands to satisfy the need of various customers. According to dealers outdoor advertisement and electronic media are consider to be more effective to promote sagar cements. The major support required to dealers are Promotional schemes and in time delivery. At overall, most of the dealers rated sagar cements as Good.

Suggestions:
Dealers should be encouraged through arranging special meetings. Most of the dealers suggested for non-sticky cement packing. Promotional activities should be improved like discounts, gifts, prizes etc. As media impact is more, so company should go for more advertisements in mass media and out door advertisements to promote their brand. Employees of sagar cements should deal gently towards dealers as they are direct customer to company. In time delivery should be improved. Improve awarding the dealers who make the highest turnover yearly Regular feedback should be improved.

CONCLUSIONS
SAGAR CEMENTS is one of the fast moving brands in Andhra Pradesh. The company is holding a good market share which is the result of efforts made by the company management and the executives. From the market survey we can conclude that: Supply and quality factors are fetching to the movement of brand. The company is having a good dealer network and it is maintaining good relations with them i.e., the service rate of the company is good. The price of Sagar cement is matching with the quality of the cement With the ideal promotional strategies and increasing the satisfactory level of the dealers the company can glow and become a market leader in the future. By using different concepts of advertisement in media they attaining the concentration of customers.