Analysis of Customer Feedback

CHAPTER-1

INTRODUCTION

1.1 INTRODUCTION OF THE STUDY

In simple terms customer feedback can be defined as Information coming directly from

customers about the satisfaction or dissatisfaction they feel with a product or a service. Customer

comments and complaints given to a company are an important resource for improving and

addressing the needs and wants of the customer. The information is procured through written or

oral surveys, online forms, emails, letters, or phone calls from the customer to the company.

MARKET RESEARCH

Market Research is the collection and analysis of information about consumer, competitor and

effectiveness of marketing program.

Market research is a very actionable tools and the findings of market research are directly linked

profits and growth of the business. companies commission market research because it can help

then to increase the profit and grow of business.

Market research help the companies in three ways: -

By understanding current customer taste and preference in order to ensure that they continue to

buy companies product.

To understand the taste and preference of competitor customer in order to try to sell company’s

product to them.

To launch new product and services effectively to understand the potential of the market.

1

1.2 NEED OF THE STUDY

Marketing research helps to understand the psychology and sociological aspects of customers

about the product & service. Marketing researches is key to success for a company. Marketing

research helps organization to improve their marketing strategies by understanding issues such as

their current marketing strategies.

There are following things can be identified by doing market research-

1. The psychology of how the consumers think, feels, and select between different alternatives.

E.g. brands, product, services etc.

2. By market research a company can adapt and improve their marketing complains and

marketing strategies more effective.

3. To analyze the behavior of customers while shopping or making other marketing decision.

4. To analyze and formulate the company marketing strategies.

5. To improve more customers, value and satisfaction to customers.

6. To know the level of awareness of customers towards product and services.

NEED FOR RESEARCH

It is usually said that if marketing would be a train, then market research would be the

locomotive. In other words, market research should ideally be the starting point of any marketing

exercise. Conducting any marketing exercise – be it related to pricing, promotion or distribution

of a product or service, without researching the potential market is as sensible as setting out to

2

sell sand in the Sahara Desert. Market research provides the answers to all the questions that

generally occupy the minds of marketers, at every stage of the marketing process.

1- Market information.

2- Product information.

3- Promotional information.

4- Distribution information.

5- Price information.

6- Environment information.

7- General research information.

A) Will there be a demand for my product or service?

B) What should be the ideal price of my offering- on that ensures that I earn the maximum

profit?

C) Should I place my product only in urban markets or distribute even in the rural areas?

D) What should be the preferable media to promote my offering?

E) Would it be better if I replaced the pale green packets with bright yellow ones?

F) Is the fourfold growth in my sales figures a consequence of our latest television commercial?

G) How satisfied are our customers with the after sales services we provide?

H) What image comes to the mind of consumer when they hear our company’s name?

3

1.3 OBJECTIVES OF THE STUDY

1. To create brand awareness and find out the level of customers’ satisfaction towards

various product and services.

2. To find out the major complains and suggestion from respondents.

3. To know the important attributes which are of value to end users so that the company can

evaluate its marketing strategy and undertake necessary actions.

4. Comparative study of products and services.

5. To analyze the customer’s feedback towards various product and service.

1.4 SCOPE OF THE STUDY

Scope of marketing research means the possible applications of marketing research in corporate

environment. Bulk of research is done to measure consumer needs and wants. Besides, marketing

research is carried out to assess the impact of past marketing actions. Some research is done to

understand the competitive, technological, social, economic, cultural, political or legal

environments of the market.

1.5 IMPORTANCE OF STUDY

Research, as a general concept, is the process of gathering information to learn about something

that is not fully known. Nearly everyone engages in some form of research. For marketers,

4

research is not only used for the purpose of learning, it is also a critical component needed to

make good decisions. Market research does this by giving marketers a picture of what is

occurring (or likely to occur) and, when done well, offers alternative choices that can be made.

For instance, good research may suggest multiple options for introducing new products or

entering new markets. In most cases marketing decisions prove less risky (though they are never

risk free) when the marketer can select from more than one option.

Using an analogy of a house foundation, marketing research can be viewed as the foundation of

marketing. Just as a well-built house requires a strong foundation to remain sturdy, marketing

decisions need the support of research in order to be viewed favorably by customers and to stand

up to competition and other external pressures. Consequently, all areas of marketing and all

marketing decisions should be supported with some level of research.

While research is key to marketing decision making, it does not always need to be elaborate to be

effective. Sometimes small efforts, such as doing a quick search on the Internet, will provide the

needed information. However, for most marketers there are times when more elaborate research

work is needed and understanding the right way to conduct research, whether performing the

work themselves or hiring someone else to handle it, can increase the effectiveness of these

projects.

5

1.6 RESEARCH METHODOLOGY

1. PRIMARY DATA: - Data directly collected from the field.

There are two ways to collect the primary data from field-

A) Observation- Observation method has been used to collect the data from field. In which I

have to be collect the data from field by observing the behavior and current situation of the target

product, service.

B) Questionnaire- Questionnaire is another method of collect the information from respondent.

Direct and structured questionnaire- This research study consist the direct and structured

questions to collected the information.

There are three types of questions has been designed in this study to collect the information-

• Open ended questions- In open ended questions respondent is free to give his/her opinion.

• Close questions or dichotomous questions- In close ended questions respondent have to

give his/her opinion on by showing as agree or disagree to the questions. These types of

questions are very useful to save the time.

• Multiple choice questions- In multiple choice questions respondents is offered two or

more opinions to give his/her opinion.

2. SECONDARY DATA COLLECTION: - Secondary data means information’s which

have been already collected by organization. This research study consists secondary data to

6

collect the information from respondent. There are two ways to collect secondary data-

A) Internal sources.

B) External sources.

3. INTERPRETATION OF DATA: -

The collected data was first put in a tabulated form for each question and for subsequent

response. After tabulate averages and percentages has been determined which helps in

interpretation of data’s.

1.7 LIMITATIONS

1. The analysis made purely depends on the accuracy of data collected. Data quality can be

changed due to biased interviewers, wrong respondents, etc.

2. There was a constraint with regard to time allocated for the research study.

3. Detailed study of the topic was not possible due to the limited size of the project.

4. This project is not a substitute for decision making process and only assists in taking

decisions.

7

2. LITERATURE REVIEW

a) ORGANIZATION’S BUSINESS SECTOR

Marketing research is the systematic and objective

• Identification

• Collection

• Analysis

• Dissemination

• and use of information

For the purpose of improving decision making related to the

• Identification and

• Solution of problems and opportunities in marketing

• Specifies the information necessary to address these issues

• Manages and implements the data collection process

• Analyzes the results

• Communicates the findings and their implications

• Helps managers use this information to make decisions

The American Marketing Association (AMA) redefined Marketing Research as: The function

that links the consumer, the customer, and public to the marketer through INFORMATION

• Used to identify and define market opportunities and problems

8

• Generate, refine, and evaluate marketing performance

• Monitor marketing performance

• Improve understanding of marketing as a process

Marketing Research is classified into

Problem-Identification Research

• Research undertaken to help identify problems which are not necessarily apparent on the

surface and yet exist or are likely to arise in the future. Examples: market potential, market

share, image, market characteristics, sales analysis, forecasting, and trends research.

Problem-Solving Research

• Research undertaken to help solve specific marketing problems. Examples: segmentation,

product, pricing, promotion, and distribution research.

Classification of Marketing Research

9

Marketing Research

Problem

Identification Research

Problem-Solving Research

Market Potential Research

Market Share Research

Market Characteristics Research

Sales Analysis Research

Forecasting Research

Business Trends Research

Segmentation Research

Product Research

Pricing Research

Promotion Research

Distribution Research

Marketing Research Process

1. Problem Definition

2. Development of an Approach to the Problem

3. Research Design Formulation

4. Fieldwork or Data Collection

5. Data Preparation and Analysis

6. Report Preparation and Presentation

Role of Marketing Research

10

Customer Groups

Consumers

Employees

Shareholders

SuppliersControllable Marketing Variables

Uncontrollable Environmental Factors

Marketing Research

Accessing Information Needs

Providing Information

Marketing Decision Making

Marketing Managers

Product

Pricing

Promotion

Distribution

Economy, Technology, Laws & Regulations, Social & Cultural Factors, Political Factors

Market Segmentation, Target Market Selection, Marketing Programs, Performance& Control

b) COMPETITORS ANALYSIS

The major competitors of The Nielsen Company in South India are:

• IMRB International

• TNS India (Taylor Nelson Sofres)

IMRB International: IMRB International (formerly “Indian Market Research Bureau”) is a

multi-country market research, survey and business consultancy firm that offers a range of

syndicated data and customized research services. Headquartered in Mumbai, India with

operations in over 15 countries IMRB is a part of the Kantar Group, WPP’s research, insights

and consultancy network. Established in 1970, IMRB was modeled on the lines of the British

Market Research Bureau. IMRB is now a leading provider of market research and insights across

South Asia, the Middle East and North Africa with specialist divisions in quantitative,

qualitative, media, retail, industrial, and customer satisfaction, business to business and social

and rural research. IMRB’s syndicated research offerings include the Market Pulse, the National

Food Survey, Web Audience Measurement (WAM), ITops, and I-Cube reports. IMRB is a part

of WPP which is formed by Sir Martin Sorrell in 1985. WPP is a £8.68 billion revenue company

with 138,000 employees in 2400 offices across 107 countries. Kantar is WPP’s research, insight

& consultancy network. Kantar was founded in 1993, is now the world’s fourth largest research

conglomerate. It boasts of $1.7 billion worth of revenue with offices in 160 offices across 95

countries. With over 1200 employees, IMRB is one of the largest providers of market research in

11

Marketing Managers

India in an industry estimated to be worth a minimum of $ 187 million. As the oldest extant

market research company in India, IMRB has been responsible for establishing the first and only

household panel, the first television measurement system and the first radio panel in the country

and has played a key role in the development of market research in India. It has been rated the

‘Best Market Research Company’ by MRSI, an industry body for several years. IMRB

International's specialized areas are consumer markets, industrial marketing, business to business

marketing, social marketing and rural marketing.

Taylor Nelson Sofres: TNS is the world's largest custom market research specialist. It has

offices in more than 80 countries across Africa, Americas, Asia Pacific, Europe and the Middle

East. Formerly listed on the London Stock Exchange and a constituent of the FTSE 250 Index, it

is also a global leader in customer stakeholder management research and the biggest provider of

online market information in the world. The firm was acquired by WPP Group, the world's

largest advertising company measured by revenues, in October 2008 for 1.6 billion pounds.

Services offered by TNS: Innovation and Product Development – helping our clients develop

winning products and services, whilst managing their new product development risk.

Brand & Communication – helping our clients develop their brand strategies, develop their

communication and marketing activities, understand their brand equity and track performance.

Retail & Shopper – giving manufacturers and retailers a better understanding of in-store

behavior, motivations and decisions.

Stakeholder management - helping clients to understand and actively manage their company’s

relationships with interest groups such as customers, employees, distributors, shareholders or the

general public.

12

Qualitative – helping clients uncover new consumer insights that inspire business growth.

Digital – helping clients understand the challenges of the ever increasing Digital and New Media

world.

These Areas of Expertise are the home of TNS’s research solutions. They are designed to work

“end to end” providing clients with a comprehensive portfolio of products, processes and

services within each practice area, but also across the entire portfolio.

c) SWOT ANALYSIS

Strengths:

1. Market leaders in research industry

2. Committed to data security

3. Strong client base

4. Service excellence

5. Quality of research data

Weakness:

1. Not good in holding data for further use (secondary data in future)

2. Fails to retain the talented employees.

3. No fulltime research through online.

Opportunities

1) Usage of technological tools

13

2) Developing Markets - Expansion Opportunities

3) More demand than supply

4) More clients’ participation

Threats

1) Growing competition/Increased competition in market.

2) Establishment of own research departments by the companies.

3) Maintaining data privacy- Stringent Data Protection Regulations.

d) ANALYSIS OF PRODUCT/SERVICE PROFILES

Nielsen offers an integrated suite of market information gathered from a wide range of sources,

advanced information management tools, sophisticated analytical systems and methodologies,

and dedicated professional client service to help Their clients find the best paths to growth.

Clients work with their services to:

• Measure their market performance

• Analyze market dynamics

• Diagnose and solve marketing and sales problems, and

• Identify and capture growth opportunities

Their people work closely with clients to help them choose the right set of information and

services and use it to make the best possible decisions.

14

Retail & Shopper Marketing

Nielsen comprehensive insights into the shopper experience—including influences such as in-

store placement and retail channels—delivers retailers and manufacturers a clear view of the

market through the consumer’s eyes. Nielsen provides an in-depth understanding of the shopper

experience, giving you insights that set the perfect mix of pricing, packaging and presentation to

drive growth.

How Nielsen Do It

Nielsen comprehensive solutions include:

• Optimizing distribution across millions of traditional trade outlets throughout India

• Analyzing assortment range and shelf management, testing new shelf layouts and

understanding shopper segmentation

• Measuring shopper behavior, including shopping mission and motivation, and marketing

activation, looking at change moments in shopper conversion process

• Organizing overall category management, product price, assortment, in-store placement and

promotion to increase share of shopper basket

• Assessing best locations for retail expansion and new store launch through understanding

sales, traffic and shopper satisfaction

Why Nielsen for Retail & Shopper Marketing?

Nielsen’s breadth of information, research and analysis offers a one-stop solution for retailers

and manufacturers seeking to understand shopper behavior. From factors such as brand

preference to the physical realities of shelf presence and merchandising display, Nielsen offer a

seamless picture of shopper decision-making and how to make your products stand out

15

Brand & Portfolio Management

Nielsen helps you measure the dimensions of your portfolio and the key drivers in each

category. Nielsen allow you to assess the best ways to mix and measure your product portfolio,

identifying where your competitive strengths and opportunities lie. Nielsen helps you to evaluate

the ROI of your communication strategy and customer management programs, determining how

they could be improved to better attract consumers to your offerings.

• Strategies for positioning and building your brand as efficiently and effectively as possible,

looking at brand’s underlying health and potential for future success

• Measurement of both perception and product/service experience, as well as their correlation

to sales performance

• Optimization of brand portfolio, ensuring your product mix offers the best fit for what

consumers need

• Tools for monitoring and optimizing brand performance, anticipating demand by identifying

consumer needs

• Integration of distribution, consumer behavior and perception data to gain the best

understanding of the market and category

• Identify threat and growth potential, prioritizing future brand action

Pricing & Promotion Strategies

Nielsen optimizes your pricing and promotional strategy to align with brand and profit goals for

your entire product portfolio. Nielsen work with you to predict how various pricing and

16

promotion scenarios will impact sales and profits as well as the shopper’s perception of your

brand.

• Modeling price and promotion options, discerning optimal price to drive trial and repeat

purchases, meeting volume and profit goals.

• Determining new and re-launched product pricing strategies to generate trial and respond to

competition.

• Integrating retail and consumer research data to form a holistic picture of the market, and

forecast future shifts.

• Assessing the impact on sales and profitability for manufacturers and retail partners, as well

as price interactions between own portfolio.

• Analyzing pricing promotions, with clear recommendations for improvement and pack price

optimization.

• Tracking market continuously to best respond to fluctuations and commodity cost changes.

Why Nielsen for Pricing & Promotion Strategies?

Nielsen can provide the knowledge of pricing landscape across more than 400 FMCG categories

and experience evaluating the pricing strategies for thousands of brands. Products and services

within Nielsen Pricing and Promotion practice group include analytic models and pricing

strategies that take into account the brand and product evolution.

Drawing on analytical models of historical store-month retail audit information, Nielsen offer

specific tools for new launches, re-launches as well as established brands. More than 75% of

clients repeat pricing evaluation with Nielsen on an annual basis to achieve consistent

improvement.

17

Product Innovation & Renovation

Nielsen offers a full range of services that help you evaluate, develop and recharge brands and

products. From the earliest stages of idea generation through product launch and post-launch

evaluation, Nielsen provide research to help direct decisions about product innovation.

Nielsen comprehensive solutions allow you to:

• Evaluate the viability of new product ideas based on consumer, brand/category assortment

and retail environment, identifying those with the best potential

• Test your product concepts, packaging and deliver what the consumer and customer needs

• Assess external factors to identify their impact on product placement and positioning, and to

improve trade relationships, delivering what the consumer needs

• Understand the consumer adoption process and impact of relaunch among existing brand

buyers and non-buyers

• Minimize risk and portfolio cannibalism by drawing on rich database and expertise, while

maximizing sales and profit

• Forecast long-term viability of product and consumer reaction

Why Nielsen for Product Innovation & Renovation?

Nielsen has conducted tens of thousands of concept tests globally, including tests of more than

3,600 initiatives in India. Comparing current tests to Nielsen existing database provides a highly

accurate forecast of new product performance and in-market success.

Nielsen can analyze the key drivers of the category to evaluate the positioning of new initiatives

and determine their strengths and weaknesses as they relate to the competition.

18

Social Media Intelligence

Nielsen’s measurement and filtering tools help you assess exactly what value can be gained from

social media, identifying when it offers advantages over traditional marketing, and when the they

can be used together. Nielsen help you understand your consumer through social media, linking

feedback and queries to customer service infrastructure and mechanisms.

How Nielsen Do It

Nielsen comprehensive solutions include:

• Listening to social media, measuring what is being said about your brand, and how to use it

to drive growth and further engagement

• Formulating a social media activation plan to enhance your brand’s social media presence,

advising on how to build brand advocacy

• Creating content and community management practices to engage the social media

community

• Evaluating consumer response and conversion to determine efficacy of digital and social

media marketing investments

• Benchmarking social media performance and actions from competitors, while tracking

threats as part of online reputation management

Why Nielsen for Social Media Intelligence?

Nielsen’s unmatched industry experience, operating on a global scale across sectors and brands,

allows Nielsen clients to leverage the full promise of social media. Through Nielsen

19

customizable tools and partnerships, Nielsen provide a comprehensive suite of analytical and

consultative offerings.

As the leading resource for measurement and analysis of both TV and online viewership, Nielsen

offers the most complete picture of the evolution of social media and where it fits into your

plans.

e) TRAINING PROGRAM

o Detailed description of the operations/activities performed by the department

After giving the brief description if the activities that are performed by the department, the job I

have been assigned is to call and meet the respondents who belong to the respective target groups

personally and collect their detailed opinions about the product or service depending on that

particular project for which the customer is contacted.

Data collection process

o Fieldwork:

The main part of the company which facilities the whole practices of the research company is

field work. The Nielsen Company is fully capable to arrange all the fieldwork. The company has

a good strength of Executives, Supervisors and Interviewers The company also has arrangements

related to interviewers training which would be done through classroom training, mock

interview, and field practice.

20

o Classroom Training:

The first part of training is to educate prospective interviewers on:

o The objective of market research

o The market research process

o The role of the questionnaire

o The role of the interviewer

o The Market Research Code of Conduct

• Interviewer Briefing:

The researcher executive, field manager or regional manager using interviewer instructions

drawn up by the project manager personally briefs all interviewers. Project manager is usually

from the client’s side who briefs about the project, the target group, the number of interviews to

be held, the questionnaire, the appropriate show cards to be used, the do’s and don’ts in the

project etc.

• Mock and Practice Interviews:

Mock and practice interviews are conducted by supervisors before the start of field work. The

interviewers are made thorough and familiar with the questionnaires and doubts regarding the

same are clarified to avoid any mayhem.

• Data Collection:

The interviewers are given with a set of questionnaires; the show cards related to the project and

technological tools like digital recorders or laptops depending on the kind of project and are sent

21

to the filed to gather the necessary data. The interviewers are given a specific time period within

which they have to collect the data and submit it for further processes.

• Accompanied Interviews:

Regional managers or DA Executives or the project supervisors go along with the interviewers to

appointments on a routine basis to check that they adhere to procedures and policies. Even the

clients have the authority to accompany an interviewer whenever they want to check the process.

• Scrutiny:

This is been done by the supervisors of the projects. All questionnaires are checked for

completeness and obvious errors. Additional checks are also conducted to see if there are miss

markings or the complete procedure as been followed thoroughly without any mistake.

• Call-backs:

Supervisors telephone the respondent to check that whether interview was properly carried out.

This includes repeating key elements of the questionnaire to check that the answers tally. If there

are any data missing, it is collected by the supervisor and filled in, if there are lots of

discrepancies the interviewer returns to get the missing information or the respondent

replacement is done. Sometimes face-to-face back checks are also done by the supervisors where

they personally meet the respondents.

• Quality Control:

22

The Nielsen Company has separate Quality Control team. After the data is scrutinized and call

backs are done, the questionnaires are sent to the QC team which checks the data through call

back and logical checks. After quality check is completed the data is dispatched to the

researcher’s department where data processing and analysis is done.

• Client participation:

Representatives of client have the power to attend the briefings, which will provide various

important details on the project. It is likely for them to accompany interviewers once the study is

under progress.

The hierarchical structure of the company is as follows:

23

SENIOR MANAGER of Region 3




MANAGER MANAGER MANAGER MANAGER

DIRECTOR OF Region 3




ALL INDIA HEAD

CEO

PRESIDENT

3. ORGANIZATION PROFILE

The Nielsen Company is a global marketing and advertising research company headquartered in

New York. The Nielsen Company is a publicly held global information and media company, and

is one of the world's leading suppliers of marketing information (Nielsen Consumer, formerly

ACNielsen), media information and TV ratings (Nielsen Media Research), online intelligence

(Nielsen Online) and mobile measurement (Nielsen Mobile)

The Nielsen History

The Nielsen Company (erstwhile ACNielsen) was established in the United States in 1923 by

Arthur C. Nielsen, Sr., one of the founders of the modern marketing research industry. Among

many innovations in consumer-focused marketing and media research, Mr. Nielsen was

responsible for creating a unique retail-measurement technique that gave clients the first reliable,

objective information about competitive performance and the impact of their marketing and sales

24

MANAGER MANAGER MANAGER MANAGER

programs on revenues and profits. Nielsen information gave practical meaning to the concept of

market share and made it one of the critical measures of corporate performance. Mr. Nielsen also

founded the business known today as Nielsen Media Research, the global leader in television

audience measurement and other media research services.

ACNielsen opened its first international office in the UK in 1939 and, after World War II,

progressively expanded its operations in Western Europe, Australia and Japan. The company

increased its presence in Asia Pacific in 1994 by acquiring Survey Research Group, and in the

Middle East and Africa in the late 1990s through the acquisition of AMER World Research.

In 2001, ACNielsen became part of VNU, a world leader in marketing information, media

measurement and information and business media.

In 2003, VNU announced a new organizational structure for VNU Marketing Information (MI),

its largest business group, to address evolving client needs and to create an enhanced platform

for accelerated growth.

In 2005, VNU attempted to expand into healthcare and pharmaceutical information by acquiring

IMS Health. Although the merger was terminated in the face of shareholder opposition, the two

companies agreed to work together to develop new capabilities.

In 2006, VNU was acquired and taken private by a consortium of six private equity firms.

In 2007, VNU changed its name to The Nielsen Company. This new identity emphasizes its best

known brand name and underscores its commitment to create an integrated, streamlined global

organization.

Vision

25

To be Recognized Worldwide as Premier Professional Services Firm in Market Research

Mission

To be recognized, through continuous investment in people and technology, as the most

competent and credible marketing research institution providing reliable, and timely and

actionable marketing insights to our clients, contributing significantly to their success

Core Values: Integrity & Honesty; Respect &Development of people; Excellence & Innovation

Number of employees: 42,000 employees

Internship department: CRS (Corporate Research Service)

Name of the supervisor: Mr. Lingaiah & Mr. Santosh

#6-1-4/C, Beside Lakshmi Apartment, Dundoo Enclave, Padmarao Nagar, Secunderabd-25

Phone: 040-44544485(O)

REGIONAL LEADERS

S.No Name Designation

1 Prashant Singh Managing Director

2 Roosevelt D'souza Sr. Vice President

3 Sheen Sunny Akkara Executive Director, HR

26

4. DATA ANALYSIS AND INTERPRETATION

As the part of IIP we were given Five real time projects in three different industries, they are:

I. Automobile Industry

1. VDS (Vehicle dependency Study)

2. CSI (Benchmark Customer Satisfaction Index)

3. BSSI (Benchmark Sales Satisfaction Index)

II. Telecom Industry

4. Fame

III. Steel Industry

5. Khushi

I. Indian Automobile Sector

27

The Indian economy has grown at an annual rate of more than 8% over the last five years and the

industrial production has made an outstanding contribution to this growth. Auto industry was

licensed, controlled and restricted in the early years of independent India and had a limited

contribution to the economy. But post de-licensing in 1991 the industry has grown at an average

rate of 17%. The industry currently contributes about 5% of the GDP and it is targeted to grow

fivefold by 2016 and account for over 10% of India’s GDP. Automotive mission plan (AMP)

expects the industry to reach a turnover of $150-200 billion in the next ten years from the current

$45billion levels. Over the last five years the production of four wheelers in India has increased

from 9.3 lakh units in2002-03 to 23 lakh units in 2007-08 reporting a CAGR of 20%. Vehicle

manufacturers are increasingly adopting an outward looking approach and exploring new

markets & territories, ranging from Middle East, Europe, South Africa, Algeria, Latin America,

Russia, etc. Exports have increased immensely from 84,000 units in 2002-03 to 280,000units in

2007-08. Crisil estimates the passenger vehicle exports to cross 7 lakh units by 2011-12

Passenger vehicle Industry

The past few years have witnessed a rapid change in all the segments of the Indian passenger

vehicle industry. International competition, increase in the number of participants, and the need

to counter pressure on margins have made it a buyer's market rather than a seller's one. Today

customers have wide model choices and the rising income levels, especially among young adults,

coupled with the low equal monthly installments (EMIs), have made vehicle purchase affordable.

With increased foreign competition in passenger vehicles, domestic participants are scrambling

to catch up and compete by investing in R&D and improving overall efficiency. Automobile

manufacturers are now intending to provide cars in every segment with widened price range and

reaching more potential customers.

28

Segment classification

The Passenger Vehicle (PV) industry is divided into

passenger cars

o A1Mini- Maruti-800

o A2 Compact- Alto, swift, Zen, Indica, Santro

o A3 Midsize- Esteem, Indigo, Accent, Honda City

o A4 Executive- Honda Civic, Toyota Corolla

o A5 Premium- Honda Accord, Hyundai Sonata

o A6 Premium- S class

utility vehicles (UV)

multi utility vehicles(MUV).

VDS

o Project Objective

To know the vehicle satisfaction levels of a customer who is using the vehicle from the past 3-4

years.

This project is held for the J.D.Power, a leading company in the customer satisfaction

measurement.

o Methodology used

Research Design used: Conclusive Research

Target Sample: 230 members

29

Target customers: people who buy new four wheeler vehicle.

Research process

The customer is directly contacted directly on the road, parking or from the internal secondary

data and based on his convenience an appointment is fixed for the interview. The interview

basically goes for 20-30 minutes.

The questionnaire is divided into three parts:

• Screener

• Main questionnaire

• Demographics

The screener consists of basic details of the vehicle (make, model, month and year of delivery,

Showroom in which the vehicle was bought, vehicle displacement, vehicle color, vehicle

registration number)

The main questionnaire focuses on the objective of the study i.e. vehicle satisfaction of the

customer from the past 3-4 years (September 2008 to September 2009). The main questionnaire

is divided into ten sections (Exterior problems, The Driving Experience, Features / controls &

display, Audio/Entertainment, Seats, Heating/ventilation & AC, Interior, Engine/Transmission

problem, Other Serious problems, overall vehicle rating, Insurance provider details and Rating ).

The main questionnaire is designed using

30

Itemized Rating Scale

Continuous scale ratings 1 2 3 4 5 6 7 8 9 10

Likert scale (Strongly Disagree, Disagree, neither agree nor disagree, Agree, Strongly Agree)

Demographics section gathers the information of the customer and his/her household (e.g.

marital status, age, household income, etc.)

Analysis

Assumes to be a major problem

Exterior problems 8%The Driving Experience 15%Features / controls & display 8%Audio/Entertainment 5%Seats 7%Heating/ventilation & AC 10%Interior 5%Engine/Transmission problem 40%Other Serious problems 2%

31

Unacceptable Avg. Good Excellent

8%

15%

8%

5%

7%

10%5%

40%

2%

Assumes to be a major problem

Exterior problemsThe Driving ExperienceFeatures / controls & displayAudio/EntertainmentSeatsHeating/ventilation & ACInteriorEngine/Transmission problemOther Serious problems

Findings

The main interpretation that could be drawn from the graph is that a customer is mainly looking

for a trouble free engine in a vehicle, after which a customer looks for good driving experience,

ac, features, audio.

Observations on some popular vehicles: Toyota Innova

Mileage: 10-12 kmpl

Many vehicles have employed drivers

It is the best vehicle in MPV’s

32

Secondary Data Obseravations

Mileage: 10-13 kmpl

Excellent service from Toyota

Ride and handling will give

Zero maintenance

A/c is very good

Quality of interiors are not up to level

Seat comfort is excellent

Cost of spares is high at showrooms

Breaking power is not enough

Average rating for this vehicle is 09/10

Maruti Swift

Mileage: 17kmpl

Best in engine performance

Good braking system

Interiors are not bad

Great Pick-up

Bumper is very weak

A/c is taking time to get cold

33


Mileage: 10-13 kmpl

Excellent service from Toyota

Ride and handling will give


Mileage: 15.5kmpl

Good engine performance

Interiors are not good

It is difficult to re-gain the speed once we apply brakes

Problem with bumper

Metal used for body is not of that much quality

Average rating is 09/10

Cost of maintenance is comparatively low

Excellent servicing by Maruti

Average rating for this vehicle is 9.5/10

Tata Indica Vista

Vehicle Name: Tata Indica Vista

Mileage: 22 kmpl

Excellent engine performance

High quality engine

Smooth drive

Low quality interiors

Great fuel economy

Less maintenance

Good space and great comfort

Service from the dealers is not good

Vehicle pulls to a side on high ways

Average rating for this vehicle is 9.5/10

1. CSI (Benchmark Customer Satisfaction Survey)

Project Objective

To know the vehicle servicing satisfaction levels of a customer at the authorized

automobile showrooms (four wheelers).

**This project is held for the J.D.Power, a leading company in the customer satisfaction

measurement.

34


Mileage: 25kmpl

Good comfort

Great engine performance

Neutral response from the dealers

Very less maintenance cost

Interiors are not up to Tata’s level

A superb vehicle at affordable price

Wheel alignment problem

Average rating is 9.5/10

Methodology used




Research process

The customer is directly contacted directly on the road, parking or from the internal

secondary data and based on his convenience an appointment is fixed for the interview.

The interview basically goes for 20-30 minutes.


Screener

Main questionnaire

Demographics

The screener consists of basic details of the vehicle (make, model, month and year of

delivery, Showroom in which the vehicle was bought, vehicle displacement, vehicle

color, vehicle registration number)

The main questionnaire focuses on the objective of the study i.e. servicing satisfaction

of the customer at the dealer after the vehicle servicing. The questionnaire is divided into

five sections (Service Initiation, Service Advisor, Service Facility, Vehicle Pickup,

35

Service Quality, overall ownership rating, non-authorized facility). The main

questionnaire is designed using



Likert scale (Strongly Disagree, Disagree, neither agree nor disagree, Agree, Strongly

Agree)

Analysis

Weightage for parameters in a service station

Service Initiation 7%Service Advisor 20%Service Facility 8%Vehicle Pickup 10%Service Quality 55%

7%

20%

8%

10%

55%

Weightage for parameters in a service station

Service InitiationService AdvisorService FacilityVehicle PickupService Quality

36


Findings

From the graph we can interpret that the customer is wants a good service quality, after which

they need a good service advisor in a vehicle service station.

The top authorized service stations (taking all the five parameters into consideration and also the

benefits they offer to the customer) according to me would be:

For Honda: Green Honda, Nagole

For Tata: Brindavan Motors, Secunderabad

For Maruti: Acer motors, thirumalgiry

For Ford: Mody ford, secunderabad

For Mahindra: VVC motors, Autonagar, Hyderabad

Observations from secondary data:

For Honda: Pride Honda, kondapur.

For Tata: Concorde, khairtabad

For Maruti: Rks motors, malakpet

For Ford: Mody ford, nagole

For Mahindra: Automotive, hyderabad

2. BSSI (Benchmark Sales Satisfaction Index)

Project Objective

To know the sales satisfaction levels of a customer at the automobile showrooms (four

wheelers).

**This project is held for the J.D.Power, a leading company in the customer satisfaction

measurement.

37

Methodology used


a) Objective of Conclusive Research: To test specific hypotheses and examine relationships

b) Information needed is clearly defined in Conclusive Research. Sample is large and

representative. Data analysis is quantitative

c) Outcome: Findings of Conclusive Research used as input into decision making



The customer is directly contacted at the RTO (Road Transport Office) and based on his

convenience an appointment is fixed for the interview. The interview basically goes for 20-30

minutes.


i. Screener

ii. Main questionnaire

iii. Demographics

The screener consists of basic details of the vehicle (make, model, month and year of delivery,

Showroom in which the vehicle was bought, vehicle displacement, vehicle color, vehicle

registration number)

38

The main questionnaire focuses on the objective of the study i.e. sales satisfaction of the

customer at the dealer during the sales. The questionnaire is divided into eight sections (pre-

purchase experience, dealer facility, deal, paperwork, financing process, rating the salesperson,

delivery time, delivery process). The main questionnaire is designed using



Likert scale (Strongly Disagree, Disagree, neither agree nor disagree, Agree, Strongly Agree)

Demographics section gathers the information of the customer and his/her household (e.g.

marital status, age, household income, etc.)

Analysis

Weightage for parameters in buying a vehicle

pre-purchase experience 18%dealer facility 8%Deal 22%Paperwork 8%financing process 7%rating the salesperson 11%

39


delivery time 18%delivery process 8%

18%

8%

22%

8%

7%

11%

18%

8%

Weightage for parameters in buying a vehicle

pre-purchase experiencedealer facilitydealpaperworkfinancing processrating the salespersondelivery timedelivery process

Findings

From the graph we can interpret that a customer mainly comes to a vehicle showroom for the

best deal, after which pre-purchase experience and the delivery time of the vehicle helps a sales

manager to attract a customer.

**delivery time of a vehicle plays a major role in a case of the vehicles like maruti swift,

maruti dzire, Hyundai new verna, Chevrolet cruze, etc..

40

The top two showrooms (taking all the eight parameters into consideration and also the

benefits they offer to the customer) according to me would be:

This is an analysis that I have made, as I have done the survey.

The top two showrooms (taking all the eight parameters into consideration and

also the benefits they offer to the customer) according to me would be:

For Maruti motors

iv. RKS somajiguda, Hyderabad.

v. Varun motors, Begumpet, Hyderabad.

For Ford

i. Mody ford, Begumpet

ii. Mody ford, Nagole

For Honda

i. Pride Honda, Kondapur

ii. Green Honda, Nagole

For Tata

i. Concorde, Khairtabad, Hyderabad

ii. Malik Motors, banjara hills

For Hyundai

41

From Secondary Data:

RKS Secunderabad is good in delivery time


Mody ford, Begumpet is good in CRM


Green Honda, Nagole is good for after sales services


Concorde, Khairtabad is good for giving best deals to the customer


Kun United is good for giving best deals to the customer but after negotiation

i. Kun United, Kondapur

ii. Lakshmi Hyundai

From the secondary data available on net we can know that the showrooms are being rated by the

user based on their buying experience on a particular parameter (i.e. taking one/two parameters

into consideration). But when the customer is being interviewed on all the parameters then the

overall ratings given by the customer differ.

** The customers are offered additional benefits (e.g. accessories, extended warranties,) only

based on the negotiation done with the dealer, if the customer hesitates at the deal then the dealer

is not providing benefits to the customer.

II. Telecom Industry Background

The Indian Telecommunications network is the third largest in the world and the second

largest among the emerging economies of Asia. Today, it is the fastest growing market in the

world. The telecommunication sector continued to register significant success during the year

and has emerged as one of the key sectors responsible for India’s resurgent India’s economic

growth.

Growth of the industry

This rapid growth has been possible due to various proactive and positive decisions of the

Government and contribution of both by the public and the private sector. The rapid strides in

the telecom sector have been facilitated by liberal policies of the Government that provide

easy market access for telecom equipment and a fair regulatory framework for offering

telecom services to the Indian consumers at affordable prices.

42

Segment wise Status

Wireline Services

With increasing penetration of the wireless services, the wireline services in the country is

becoming stagnant.

On the other hand, Broadband demand has picked up and promises to stabilise fixed line

growth.

GSM Sector

In terms of the Global System for Mobile Communication (GSM) subscriber base this now

places India third after China and Russia. China had 401.7 million GSM Subscribers

CDMA Services

CDMA technology was introduced in India as a limited mobility solution. The introduction

of CDMA services has created competition, lowered tariffs and offered many citizens access

to communication services for the first time

Internet Services

Internet services were launched in India on August 15, 1995. In November 1998 the

government opened up the sector to private operators. A liberal licensing regime was put in

place to increase Internet penetration across the country.

The growth of IP telephony or grey market is also a serious concern. Government loses

revenue, while unlicensed operation by certain operators violates the law and depletes

licensed operators market share.

New services like IP-TV and IP-Telephony are becoming popular with the demand likely to

increase in coming years. The scope of services under existing ISP license conditions are

unclear.

43

3. Fame

Project Objective

Conduct a corporate reputation study for companies operating in the Telecom domain in

India on behalf of Tata Teleservices Ltd

Methodology used

Research design used: Exploratory research

a) To provide insights and understanding

b) Information needed is defined only loosely. Research process is flexible and

unstructured. Sample is small and non-representative. Analysis of primary data is

qualitative

Target Sample: 30

Target customers: Senior media reporters, press reporters, editors, Press managers, etc.

Research Process

The customers are contacted based on the appointments given by the firm management.

These appointments are fixed by calling up the persons available on the internal

secondary data.

The questionnaire mainly consists of two parts

General section

Main questionnaire

General Section of the questionnaire contains questions which asks the details of the

respondent and some details on the generalized perception of the telecom players.

44

Main questionnaire probes about the eight factors (Management Quality, Financial

Performance/ Health, Market Leadership, Product and Service Quality, Customer Focus,

Corporate Governance & Business Conduct, Work Environment & Employee Relations,

Social and Environment Responsibility) about corporate telecom image in detail.

Analysis

Weightage for

parameters

Management Quality 10%Financial Performance/ Health 15%Market Leadership 5%Product and Service Quality 30%Customer Focus 25%Corporate Governance & Business Conduct 5%Work Environment & Employee Relations 5%Social and Environment Responsibility 5%

10%

15%

5%

30%

25%

5%5%

5%

Weightage for parameters

Management QualityFinancial Performance/ HealthMarket LeadershipProduct and Service QualityCustomer FocusCorporate Governance & Business ConductWork Environment & Employee RelationsSocial and Environment Responsibility

45

Findings

From the above graph we can interpret that the corporate image of the telecom companies

are judged mainly based on the parameters like product-services quality, customer focus,

and financial performance/health.

III. Steel Industry:

India’s Steel Industry is more than a century old. Before the economic reforms of the early

1990s the Indian steel industry was a predominantly regulated one with the public sector

dominating the industry.

Tata Steel was the only major private sector company involved the production of steel in

India. Sail and Tata Steel have traditionally been the major steel producers of India. In 1992,

the liberalization of the India economy led to the opening up of various industries including

the steel industry. This led to the increase in the number of producers, increased investments

in the steel industry and increased production capacity. Since 1990, more than Rs 19,000

crores (US$ 4470.58 million) has been invested in the steel industry of India.

India's steel industry went through a rough phase between 1997 and 2001 when the overall

global steel was facing a downturn and recovered after 2002. The major factors that led to the

revival of the steel industry in India after 2002 was the rise in global demand for steel and the

domestic economic growth in India.

India has now emerged as the eighth largest producer of steel in the world with a production

capacity of 35MT. Almost all varieties of steel is now produced in India. India has also

emerged as a net exporter of steel which shows that Indian steel is being increasingly

accepted in the global market.

46

The growth of the steel industry in India is also dependent, to a large extent, on the level of

consumption of steel in the domestic market. Steel consumption is significant in housing and

infrastructure. In recent years the surge in housing industry of India has led to increase in the

domestic demand for steel.

More than 3500 different varieties of steel are available in the steel industry of India. These

can however be classified into two broad categories –

Flat Products - Flat products include plates and hot rolled sheets such as coils and

sheets. Flat products are derived from slabs. One of the major uses of steel plates is in

ship building.

Long Products - Long products include bars, rods, wires, ropes and piers. These are

called long products due to their shapes. Long products are made from billets and

blooms. Long products are mostly used in housing and construction and also in rail

tracks.

4. Khushi

Project Objective

To know the product satisfaction levels of a customer who uses TATA Steel as raw

material to produce their respective end products.

**This project is basically done for the TATA Steels.

Methodology used

Research design used: Exploratory research

Target Sample: 30

47

Target customers: Companies who uses TATA Galvano or TATA Steelium as their raw

materials in their respective firms.

Research Process

The customers are contacted based on the appointments given by the firm management.

These appointments are fixed by calling up the companies which are listed in the list

provided by the TATA steel (this is the internal secondary data).

The questionnaire mainly consists of two parts

i. General section

ii. Main questionnaire

General Section of the questionnaire contains questions which asks the details of the

respondent and some details of the company (turnover, quantity of raw materials used,

their end product.)

Main questionnaire probes about the entire properties (mechanical, chemical, grade,

bent, weather resistance,) of the raw materials they are using (along with the other brand

of raw materials). And also takes the exact expectation of the customer as the feedback.

Analysis

Analysis of Weightage for parameters

48


49

Product Attributes 20%Order Placement & Documentation 15%Packaging 10%Delivery 15%Service and Complaint Redressal 12%Commercial Terms 13%Customer Relationship 5%Company Image (reputation, technology used, ISO Standards) 10%

20%

15%

10%

15%

12%

13%

5%

10%


Product AttributesOrder Placement & Documentation PackagingDeliveryService and Complaint RedressalCommercial Terms Customer RelationshipCompany Image (reputation, technology used, ISO Standards)

Findings

From the graph we can interpret that the customer looks for product attributes first, after

which order-placement & documentation, delivery, and the commercial terms are given

importance in selecting a GP steel supplier.

50

Analysis of GP Steel Brands Performance on various parameters

TATA BHUSHAN UTTAM GALVA Others

Product Attributes 5 4 5 4Order Placement & Documentation 4 4 4 3Packaging 3 5 5 3Delivery 4 4 4 3Service and Complaint Redressal 3 4 4 4Commercial Terms 5 4 4 3Customer Relationship 4 5 5 3Company Image (reputation, technology used, ISO Standards) 5 4 4 3

51

TATA BHUSHAN UTTAM GALVA Others1

1.5

2

2.5

3

3.5

4

4.5

55

4

5

44 4 4

33

5 5

3

4 4 4

33

4 4 4

5

4 4

3

4

5 5

3

5

4 4

3

GP Steel Brands Performance on various param-eters

Product AttributesOrder Placement & Documentation PackagingDeliveryService and Complaint RedressalCommercial Terms Customer RelationshipCompany Image (reputation, technology used, ISO Standards)

GP Steel Brands

Scal

e Ra

tings

Findings

From the above graph we can interpret that the TATA GP sheets has some problem with

packaging and complaint redressal.

For both TATA Galvano and TATA Steelium the oil is coated (which generally are used to

protect sheets from rust, dust, other chemical reactions) on the surface of the sheet. The

customers are finding it difficult to remove the oil for their further process. After a lot of

52

process they are removing oil but the sheet will remain with some scales (zinc layer), which

is not good for their end products.

Suggestions

The customer wants some solution to overcome this problem, they at least want some process

prescribed by the TATA that would solve the problem.

From secondary Data available on the internet TATA claims to supply the best quality Steel

to its customer.

Problems encountered

a) Lengthy questionnaires: interviews were in-depth which were good but the directions

given from one question to other were not appropriate where customer felt

inconvenient in answering the questions.

b) Sometimes respondents used to change the given schedules after reaching his/her

premises which used to affect the whole routine and the respondents also used to

make us wait beyond the given appointment time.

c) No proper briefing was given to the interviewer due to which the interviewers faced

some problem at the interview.

Solutions

a) Questionnaire must be designed correctly according to the possible replies that are

expected from the customer/respondent.

b) The appointment should be fixed with the respondent and a confirmation regarding

the same as to be done before the interviewer visits the place.

53

c) Briefing: Thorough briefing should be given to all the interviewers regarding the

questionnaire and also the project so that it will be possible for the interviewers to

explain the same to the respondents.

5 - FINDINGS

The analytical part of the study of “Analysis of Customer feedback” for different industries

reveals the following things.

54

Vehicle dependency Study (VDS): The main interpretation that could be drawn from

VDS is that a customer is mainly looking for a trouble free engine in a vehicle, after

which a customer looks for good driving experience, ac, features, audio.

Benchmark Customer Satisfaction Index (CSI): we interpreted that the customer

wants a good service quality, after which they need a good service advisor in a vehicle

service station.

BSSI (Benchmark Sales Satisfaction Index): we can interpret that a customer mainly

comes to a vehicle showroom for the best deal, after which pre-purchase experience and

the delivery time of the vehicle helps a sales manager to attract a customer.

Delivery time of a vehicle plays a major role in a case of the vehicles like maruti swift,

maruti dzire, Hyundai new verna, Chevrolet cruze, etc..

Fame: we can interpret that the corporate image of the telecom companies are judged

mainly based on the parameters like product-services quality, customer focus, and

financial performance/health.

Khushi: we can interpret that the customer looks for product attributes first, after which

order-placement & documentation, delivery, and the commercial terms are given

importance in selecting a GP steel supplier.

6 - SUGGESTIONS AND CONCLUSIONS

SUGGESTIONS

55

The company is the marketing research in the primary research, but is not a good one in

retaining the data collected for further use, which can be used as internal secondary data

in the future.

Respondents at the senior management level are willing to give response only through

online, but we do not have an option to forward the questionnaire and get it filled online,

due to which we lose some respondent opinions.

Employee should not be loaded with many projects at a time, which could decrease the

quality of the data that is to be collected.

The employees are to be retained as man power is one of the main asset of the firm.

CONCLUSION

From the internship at Nielsen I have gained lot of practical knowledge. Now I have a thorough

understanding of the various types of researches and the process involved in it. I have also come

to know about the rules that are followed in the research industry. The journey at Nielsen was

very informative for the last five months. Being part of an effective team I have learnt things like

how to manage oneself when working with a team, coordinating various meetings, how to keep

the attitude right towards the goal.

Initially, we faced lot of problems when we started approaching respondents with lengthy

questionnaire. But gradually as days passed I understood the process about how to manage with

respondents of different demographics such as age, social status etc, Along with understanding

the primary data collection process the internship has also made to better understand the various

management processes learnt in theory such as team work, managing time and to take

responsibilities.

56

7 - BIBILIOGRAPHY

57

Book: Marketing Research by Naresh k Malhotra, sixth Edition

Pearson Publishers

Website sources:

http://en.wikipedia.org/wiki/Marketing_research

http://www.acnielsen.co.in/company/history.shtml

http://www.mouthshut.com/

http://www.autoinfoz.com/

http://www.team-bhp.com/

58

Analysis of Customer Feedback

Documents

Transcript of Analysis of Customer Feedback