INTRODUCTION

Businesses monitor customer satisfaction in order to determine how to increase

their customer base, customer loyalty, revenue, profits, market share and survival.
Although greater profit is the primary driver, exemplary businesses focus on the
customer and his/her experience with the organization. They work to make their
customers happy and see customer satisfaction as the key to survival and profit.
Customer satisfaction in turn hinges on the quality and effects of their experiences and
the goods or services they receive.

Customer satisfaction differs depending on the situation and the product or service.
A customer may be satisfied with a product or service, an experience, a purchase
decision, a salesperson, store, service provider, or an attribute or any of these. Some
researchers completely avoid “satisfaction” as a measurement objective because it is
“too fuzzy an idea to serve as a meaningful benchmark.”Instead, they focus on the
customer’s entire experience with an organization or service contact and the detailed
assessment of that experience.

Customer satisfaction is a highly personal assessment that is greatly influenced by

individual expectations. Some definitions are based on the observation that customer
satisfaction or dissatisfaction results from either the confirmation or disconfirmation of
individual expectations regarding a service or product. In the public sector, the
definition of customer satisfaction is often linked to both the personal interaction with
the service provider and the outcomes experienced by service users.

Whether the buyer is satisfied after purchase depends on the offer performance in
relation to the buyer’s expectations. Satisfaction is a person feeling of pleasure or
disappointments resulting from comparing a product perceive performance or outcome
in relation to his/her expectation. As this definition makes clear, satisfaction is function
perceive performance and expectations. If the performance falls short of expectations
the customer is dissatisfied. If the performance matches the expectation the customer is
satisfied. If the performance exceeds expectation the customer is highly satisfied.

1
WHY CUSTOMER SATISFACTION?

 Many companies are aiming for high satisfaction because customers who are
just satisfied still find easy to switch when a better offer comes along. Those
who are highly satisfied are much less ready to switch. High satisfaction or
delight creates an emotional bond, not just a rational preference. The result is
high customer loyalty. Senior management believes that a very satisfied or
delighted customer is worth ten times as much to the company as a satisfied
customer. A very satisfied customer is likely to stay in company for many more
years and by more than a satisfied customer will.

 Buyers form their expectations from past buying experience, friends and
associates, advice marketers & competitor information and promises. If
marketer raises expectations too high, the buyer is likely to be disappointed.

 Some of today’s most successful companies are raising expectations and

delivering performance to match. These companies are aiming for TCS (Total
Customer Satisfaction). Some companies guarantee total customer satisfaction
and will replace at its expense any dissatisfied customer’s equipment within
period of many years after purchase.

 For customers centered companies, customer satisfaction is both a goal and a

marketing too. Companies that achieve high customer satisfaction rating make
sure that the target market knows it.

Study shows that although customers are dissatisfied with one out of every four
purchases, less than 5% of dissatisfied customers will complain. Most customers will
buy less or switch suppliers. Complaints levels are thus not a good measure of
customer’s satisfaction. Responsiveness companies measure customer satisfaction
directly by conducting periodic surveys. They sent questionnaire or make telephone
calls to random sample of recent customers. They also solicit buyer’s view on their
competitor’s performance.

2
IS CUSTOMER SATISACTION A TOOL FOR BRAND PROMOTION

 While collecting customers satisfaction data kit is also useful it ask additional
questions to measure repurchase intention, this will normally by high if the
customers satisfaction is high, it is also useful to measure the likelihood or
willingness to recommend the company and the brand to others. High positive
word-of-mouth score indicates that the company is producing high customer’s
satisfaction.

 When customers rate their satisfaction with the element of company’s

performance like delivery. The company needs to recognize that customer vary
in how they define good delivery. It could mean early delivery on time delivery,
order completeness and so on. Yet if the company had to spell out every element
in detail customers would face huge questionnaire the company must also
realize that customers can report being satisfied for different reasons. One may
be easily satisfied most of the time and other might be hard to please, but was
pleased on this occasion.

 Company should also note that managers and sales people could manipulate
customer’s satisfactions rating. They can manage to customers just before the
survey. They can also try to exclude Un-happy customers from the survey.
Another danger is that if the customer knew that the company would go out it
way to lease customers.

EXPECTATIONS

Customers satisfaction depends on the products perceive performance in

delivery value relative to buyer’s expectations. If the product performance falls
short of customer expectations, the buyer is satisfied. Outstanding marketing
companies go out of their way to keep their customer satisfied.

NEED FOR THE STUDY :

3
  For the success of every business customers are at the core center. Customers
are the one who consume and use the product. So they decide what to buy and
what not to buy. Products or services which meet the requirement or the needs
are preferred. But in any business or industry there is no monopoly of one
company, there are always competitors. These competitors never let you
standby.

 External environmental factors, internal factors, influence the scope of the

business. So in such a competitive environment customer satisfaction becomes
of prime importance. If customers are satisfied they will become an asset for the
company on whom it can rely. But if the customers are dissatisfied they will
switch over to competitors brand and will be a loss for the company. By
studying customer satisfaction practically in Swathi PVC Products Pvt. Ltd. it can
be understood well since it has more number of customers.

SCOPE OF THE STUDY :

4
 The scope of the study is limited. In this era it is very imperative to know about
the customer satisfaction about a particular product or services in order to improve the
quality of product or services. So that business can sustain in the market. With their
money consumers elect the retailers, and if they are not satisfied by the service of one
company they will surely go and use the same service provided by the other company
where they are satisfied. So ultimately, Consumers determine which companies will
survive in the market, and which will go out of business.

OBJECTIVES OF THE STUDY :

5
The following are the objectives of the study:

 To know the customer satisfaction regarding Swathi PVC Products Pvt.

Ltd.
 To identify customer interest in buying pipes.
 To find service rendered by the company.
 To know price impact on product purchase.

RESEARCH METHODOLOGY
6
 Research in common parlance refers to a search for knowledge. Once can also
define research as a scientific and systematic search for pertinent information on a
specific topic. In fact, research is an art it is the per suit of truth with the help of study,
observation, comparison and experiment. In short, the search for knowledge through
objective and systematic method of finding solution to a problem is research. The
systematic approach concerning generalization and the formulation of a theory is also
research.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem

is to how research is done scientifically. It consists of the different steps that are
generally adopted by the researcher to the study his research problem along with
logic behind them. It is necessary to the researcher to develop certain tests.

RESEARCH DESIGN:

Research design is a plan to answer whom, when, where, and how the subject
under investigation conceived so as to obtain answers to research question. Research
design is a conceptual structure within which research was conducted. A Research
design is the detailed blueprint used to guide a research study towards its objectives.

The preparation of research design, appropriate for a particular research

problem involves the consideration of the following:

1. Objectives of the research study.

2. Method of Data Collection to be adopted
3. Source of information—Sample Design
4. Tool for Data collection
5. Data Analysis-- qualitative and quantitative

1. OBJECTIVES OF THE RESEARCH STUDY : Objectives identified to

answer the research questions have to be listed.

7
2. METHODS OF DATA COLLECTION: There are two types of data

PRIMARY DATA

It is collected for the first time by the researcher. The data is collected from the
customers, Employees working in Swathi PVC Products Pvt. Ltd. The data is collected by
Questionnaire method.

SECONDARY DATA

Secondary data, on the other hand, is those which have already been
collected by someone else and which already had been passed through the statistical
process. Secondary data pertaining to this study was obtained from company
documents, broachers, departmental information’s websites etc.

3. SOURCE OF INFORMATION—SAMPLE DESIGN

 A Sample is a segment of the population selected to represent the population as

a whole. Ideally, the sample should be representative and allow the researcher to
make accurate estimates of the thoughts and behaviour of the larger population.

Designing the sample calls for three decisions:

 Who will be surveyed? ( The Sample)

 How many people will be surveyed? (Sample Size)

.
 How should the sample be chosen? (Sampling)

 Probability sample
 Non Probability sample

PROBABILITY SAMPLES

SIMPLE RANDOM SAMPLE: Every member of the population has a known and
equal chance of being selected.

8
 Sample Size : 100

No. of respondents : 90

4. TOOL FOR DATA COLLECTION (RESEARCH INSTRUMENTS)

 The construction of a research instrument or tool for data collection is the most
important aspect of a research project because anything we say by way of
findings or conclusions is based upon the type of information we collect, and
the data we collect is entirely dependent upon the questions that we ask of our
respondents

SURVEY METHOD:

 The most widely used technique of gathering primary data is the survey method.
The sources interviewed personally at the place of work and also with
questionnaires. It is a direct and more flexible form of investigation involving
face- to- face communication and through recorded questionnaires filled in
personally.

 The information is qualitative, quantitative and accurate. The rate of refusal is

low; it offers a sense of participation to the respondents. It usually leads to
broader range of data than observation on experimentation methods. The data
collected is tabulated and interpreted to draw conclusion.

FIELD WORK:

 It is an important method of data collection. The questionnaire is used for

interviewing the respondents. Additional questions (Personal interviews) can

9
 be used to secure more information. The respondents are interviewed in the
factory.

QUESTIONNAIRE
 A questionnaire consists of a set of questions presented to a respondent for
answers. The respondents read the questions, interpret what is expected and
then write down the answers themselves.

CLOSED –ENDED QUESTIONNAIRE:

 Closed ended questions include all possible answers/prewritten response
categories, and respondents are asked to choose among them.
E.g. Multiple choice questions.

5. DATA ANALYSIS:

QUANTITATIVE DATA ANALYSIS

This method is most suitable for large well designed and well administered
surveys using properly constructed and worded questionnaire. Data can be analyzed
either manually or with the help of a computer.

QUALITATIVE DATA ANALYSIS

It is a method of inquiry employed in many different academic disciplines,

traditionally in the social sciences, but also in market research and further
contexts. Qualitative researchers aim to gather an in-depth understanding of human
behavior and the reasons that govern such behavior.

LIMITATIONS OF THE STUDY :

10
 The study could not be conducted on a large sample size and area because of
time constraint.

 The study is time bound & would be applicable to the current Findings of the
study.

 During the project period most of the customers are busy with their works. So,
they could not afford to give full information

INDUSTRY PROFILE
11
 Plastic is a product which encompasses a wide array of synthetic or semi-
synthetic polymerization products. The manufacturing of plastic involves organic
condensation or addition polymers. Apart from this plastic may also comprise
some other substances so as to enhance its performance or reducing the cost?
Only few natural polymers are usually believed to be “plastics”. A variety of
films, objects, fibers etc. are made out of plastics. Plastic possess the
extraordinary capability of being shaped or formed or in simple words, we can
term it as malleable. There exists an immense variety of plastic. It is also a well
known fact that plastic has been used differently i.e. in accordance of the diverse
needs. Some types of plastic, which have been used commonly are Polyethylene,
Polypropylene, Polystyrene, Poly (vinyl chloride) (PVC), Polyester (PES).

Furthermore, there exists certain types of plastic used for specific applications,
that are termed as specialty plastic like Poly (There exists an immense variety o
plastic. It is also a well known fact that plastic has been used differently i.e. in
accordance of the diverse needs. Some types of plastic, which have been used
commonly, are Polyethylene, Polypropylene, Polystyrene, Poly (vinyl chloride)
(PVC), Polyester (PES). Furthermore, there exists certain types of plastic used for
specific applications, that are termed as specialty plastic like Poly(methyl
methacrylate), Phenolics, Polylactic acid etc. methyl methacrylate), Phenolics,
Polylactic acid etc.

12
ABOUT THE INDIAN PLASTIC INDUSTRY :
The Plastics Industry in India has made significant achievements ever since it made a
modest but promising beginning by commencing production of Polystyrene in 1957.

The chronology of manufacture of polymers in India is summarized as under: -

-1957-Polystyrene
- 1959-LDPE (Low Density Polyethylene)

Production of LDPE in India stated in 1959. At present there are three units
manufacturingLDPEwithatotalof1.5lacktones.
- 1961-P VC (Ploy Vinyl Chloride)

Reduction of PVC started in India in 1961 against first production of PVC in to world
in 1927. At present, there are six units manufacturing PVC resins the present total installed
capacity come to 1.70 lack tones. The production target by the end of 2001 – 2002 is
placedand2.33lacktones.

- 1968- HDPE (High Density Polyethylene)

Production of HDPE in India started in 1968. At present it is on unit (polyfines

industryltd.) in India, production HDPE by the end of 2002 to 2004 is placed at 1.25 lack tones-

1978-Polypropylene.

The potential Indian market has motivated Indian entrepreneurs to acquire technical
expertise, achieve high quality standards and build capacities in various facets of the booming
plastic industry. Phenomenal developments in the plastic machinery sector coupled with
matching developments in the petrochemical sector, both of which support the plastic
processing sector, have facilitated the plastic processors to build capacities to service both the
domestic market and the markets in the overseas. The plastic processing sector comprises of
over 30,000 units involved in producing a variety of items through injection moldings, blow
mounding, extrusion and calendaring. The capacities built in most segments of this industry
coupled with inherent capabilities have made us capable of servicing the overseas markets.
The economic reforms launched in India since 1991, have added further fillip to the Indian
plastic industry.

 Plastic Datasheet
 Periodicals

 Glossary

 Acronyms

13
  Plastic HS Codes

 Plastic SIC Codes

 Plastic Books

 Technology

 Trade names

 Associations

The ever growing demands of plastic products and our capabilities to meet the market
demands considerably have enabled us to become a leading manufacturer in Myanmar. We are
known for making highest quality plastic products at affordable prices as well as a very wide
product range, technological innovation, highest quality standards, spotless service the plastic
processing sector comprises of over 30,000 units involved in producing a variety of items. The
plastic industry here includes finished plastic products to raw materials and processing
equipment.

Joint ventures, foreign investments and easier access to technology from developed
countries have opened up new vistas to further facilitate the growth of this industry.
Phenomenal developments in the plastic machinery sector coupled with matching
developments in the petrochemical sector have facilitated the plastic processors to build
capacities to service both the domestic market and the markets in the overseas. We took this as
an opportunity to present Indian plastic industry as an organized sector. We created an industry
vertical, Indianplasticportal.com, representing the industry.

Plastic has brought luxury and convenience in our life. Today our day begins with plastic
and terminates with it too. Tooth brush, buckets, Radio body, electricity switch, telephone
receiver etc are made of plastic. Plastic is increasingly being used as a substitute to materials
like rubber, wood, glass and paper in packaging industry and metals in other industries. There
has been a consistent rise in the demand of plastic due to its price, versatility, variety and
durability. In fact today after steel, plastic is the most widely used material.

We all have accepted it globally due to its low coal complete plastics portal which
covers the starting from the raw material manufacturers, chemical and additive producers,
manufactures of plastic processing machinery and auxiliary equipment, sellers of used plastic
machinery, recycled plastic granules, manufacturers of plastic products, packaging films and
bags, engineering plastic goods, house ware, furniture, other plastic products, consultants for

14
the plastics industry traders to the users and buyers of plastic end products, both business as
well as consumers.

It aims to simplify and streamline the buying and selling process within the plastics
industry, enabling suppliers and buyer’s better visibility within their chain, first by sharing
information, eventually moving on to sharing business processes. A medium without physical
boundaries and geographical barriers which would help companies lower costs, expand existing
markets, reduce customer service time, create more collaborative relationships with trading
partners, and most importantly, create new revenue Plastic industry encompasses areas of
activities including manufacturing polymer materials (natural and synthetic compounds),
building construction, packaging or transportation. Plastic industry covers a large area ranging
from aerospace to electronics industry and that is why plastic industry has a huge business
potentiality over the other associated industries. This plastic industry is a vivacious and global
industry that covers sectors from household commodity to polymer. Plastic industry also
includes fields like biochemical’s, petrochemicals, and ceramics.

Evolution of plastic industry

In the early phases, plastic industry was built up with natural and synthetic materials of
different forms, attributes and appearances. Over time, plastic industry started developing on
the basis of organic compounds (a material that contains carbon and hydrogen and other
elements), rather than natural and other synthetic materials .

Common finished products of plastic industry include industrial plastic products,

plastic aircraft products, plastic bags, plastic basins, plastic bottles, plastic bins, plastic boxes,
plastic cans, plastic caps, plastic clothing’s, plastic dies and molds, plastic containers, plastic
films, plastic foams, plastic fountains, plastic glasses, plastic lenses, plastic tubes, plastic trays,
plastic toys and so many.

Employment opportunities in plastic industry

Plastic industry is a huge industry and lots of people are directly or indirectly involved
with this industry in the fields ranging from manufacturing to selling of plastic products. New
employment opportunities are creating over time. A huge number of small industrialists are
showing their interest to invest in this field.

15
Disadvantages of Plastic industry

The main disadvantage of this industry is that plastic made material are non-
degradable(material which cannot be decomposed) in nature, which pollutes the nature and
burning of plastic materials produces some gases, which are the prime causes of many The
plastic industry of India has a big market potentiality and is gradually prospering.

This potentiality of the market will surely actuate the entrepreneurs to invest in this
industry. Entrepreneurs are trying to provide high quality plastic products, so that it becomes a
booming industry.

Some associated industries

The potentiality of plastic industry India propels other associated industries to grow
side by side. One of such growing industry is petrochemical industry. Both these industries are
reciprocal to each other. The petrochemical industry facilitates the plastic industry to produce
plastic products that will meet the domestic demand as well as that of the overseas market.

Finished products of plastic industry India

The plastic processing industry consist of over 30,000 units which are producing a
wide range of plastic products through the process of injection mounding, then blow mounding,
extrusion, and finally calendaring. Some of the common markets, where plastic products are
used are:

End user markets: These are the plastic products basically used for domestic purposes.
Some of the end user plastic products are plastic balls, plastic bags, polypropylene bags,
polyethylene bags, plastic barrels, plastic caps, plastic bottles, plastic baskets, plastic basins,
plastic basins, plastic bowls.

Appliances:

These are basically the plastic mechanical components like plastic bearings, plastic
bellows, plastic belting etc.Some other industries, where plastic materials are used are
automotive, building & construction, electrical and electronics, industrial, medical, packaging,
transportation etc.

16
Prospect of plastic industry India

Plastic industry India symbolizing a promising industry and at the same time creating
new employment opportunities for the people of India. The per capita consumption of plastic
products in India is growing and is moving towards 8% GDP growth.

Severe About Plastics Technology

Aiming to be the single-point of reference for all the information needs of the plastics
industry professionals, Plastics Technology is a repository of information for the industry.

An industry portal, developed and dedicated to meet the requirements of the industry's
top-rung professionals, Plastics Technology serves as the platform of choice for suppliers as
well as buyers across the industries. Used on a daily basis, as a means of creating partnerships
and a point of reference by professionals in the plastics industry, Plastics Technology is a
comprehensive resource for you.

Plastic
The plastic processing sector comprises of over 30,000 units involved in producing a
variety of items. The plastic industry here includes finished plastic products to raw materials
and processing equipment. Demand for plastics was ever growing. Mid 1990s came with a need
to organize the Indian plastics sector as much as to consolidate the global markets. The Indian
plastics industry faced intense competition from companies that were globally consolidated.
Indian plastic industry needed technological advancements to compete the existing players in
terms of product quality; cost and quantity Joint ventures, foreign investments and easier access
to technology from developed countries have opened up new vistas to further facilitate the
growth of this industry.

Phenomenal developments in the plastic machinery sector coupled with matching

developments in the petrochemical sector have facilitated the plastic processors to build
capacities to service both the domestic market and the markets in the overseas. We took this as
an opportunity to present Indian Plastic Industry as an organized sector.

Prospects

The production of various plastics a raw materials in the country is expected to double
by the end of the seventh plan the consumption of commodity plastics including LDEP, HDEP,
PP, PS and PVC is immense scope for the use of plastic in agriculture, electronics automobiles

17
telecommunications and irrigation and thus, the plastic industry is won the threshold of an
explosive growth.

Role of Plastics in the National Economy

Plastics are been perceived as just simple colorful house hold products in the minds of
common man. A dominant part of the plastics of the present and future find their utilization in
the following areas

1. agriculture, forestry & water management

2. auto mobiles & transportations

3. food processing & packaging

4. power and gas distribution

Importance of Pipes Industry

Plastics are the man made materials. The oldest raw materials for producing plastics are
carbonaceous materials obtained from coal tar (benzene, phenol) plastics have changed our
world and day to day to they are becoming important. They won their success to whole series
of advantages with they have conventions materials such as

1. light weight

2. excellent mould ability

3. attractive colors

4. low energy requirement for convention

5. low labor and cost of manufacture

6. low maintenance

7. high strength weigh ratio

8. corrosion resistance

9. aesthetics

10. There are other competitors of Swathi PVC products (p) ltd.

18
There are other competitors of Swathi PVC Products (P) Ltd

Flair Products Pvt Ltd

Welcome to the booming world of Flair Products; an exclusive place that offers the
superior quality industrial plastic products. We introduce ourselves as a Delhi based company
established in 1999 and engaged in manufacturing of high quality plastic components and PVC
bottles. We have carved a niche as the leading plastic household products manufacturer and
supplier, based in India. We manufacture specified components of various size & shapes as per
requirements of our customers.

Mr. Vikas Kalra is the CEO of our well-known organization and has profound
experience in this sector. We are endowed with a team of highly skilled workers, who are
entirely devoted towards their work. A constant endeavor to provide our products with best of
quality, cost effective and timely delivery has earned us a reputation of the most reliable
supplier and has guided us to the path of customer satisfaction. We operate in variety of sectors
i.e. electrical, automobile, office & household, packaging. Stringent quality control norms are
maintained at various levels of manufacturing, which ensures quality and most cost effective
products to the best of customer satisfaction. Company PVC bottles are available in various
capacities like 100ml, 150ml, 200ml, 250ml and 300ml. Our plastic caps too are available in
various sizes like 25mm, 28mm, 40mm etc. Last but not the least; we ensure to delight you by
offering all our products at pocket friendly prices and also delivering them within the stipulated
time has positioned itself in the midst of the most renowned manufacturers and suppliers of
industrial plastic products in India. We offer a wide gamut of products like PVC bottles, plastic
caps, household plastic products, molded plastic components etc. All the plastic products

19
offered by us are manufactured from the premium quality raw material, which is sourced from
well-known suppliers. The raw material is minutely inspected by company experts before
employing them in the manufacturing process The final products produced by us are passed
through various stringent quality tests so as to ensure their quality and reliability. Company
plastic products are available in various sizes and thus you can choose as per customer need.

Singh And Company

Leveraging on company expertise Incepted in the year 2001, we Singh And Co., are
proud to introduce ourselves as one of the leading importers, suppliers and trader of tiles,
sanitary wares, galvanized iron pipes, galvanized iron pipe fittings, bathroom fittings, bathroom
pipe fittings, CP fittings, water storage tanks and allied products. Owing to the quality
standards, the range is highly demanded by individual and home furnishing.

Efficiently managed by company mentor, Mr. Saurabh Singhal, we have carved a

niche for ourselves in this domain. With company rich experience of 30 years, we have
acquired in-depth knowledge about the process and enable us to keep pace with the
international trends of the market. Empowered by company team of highly trained
professionals and members, we are able to cater company comprehensive range within
stipulated time frame. Also, we have rich vendor base which includes most reliable vendors
who have rich experience in offering quality products. With customer centric approach and
ethical business policy, we have acquired a huge clientele based all across the globe. Apart
from this, we are also the eminent importer and service provider of company durable range.
Moreover, we respect the valuable suggestions of the clients that help us to upgrade the quality
of the product and service and thus maintain a reputed position in the marketplace.

Product Profile in the domain, we are popular amongst company clients in offering an
exotic range of steel pipes, steel pipe fittings, galvanized pipes, tiles, sanitary wares, bathroom
fittings, CP fittings, water storage tanks and allied products. The array catered by us is
stringently tested at several parameters to ascertain their high strength, resistant to stain and
scratches. Over the years, we have acquired the trust and faith of company vendors and clients
based globally. Catering to the varied requirements of the clients, we are efficiently trading and
importing the quality tested products. They are procured from the reputed brand names such as:
Zoloft, Karta, Surya and Jinan and thus encounter a wide demand in the industry. Apart from
this, we maintain timeliness and safe delivery of the consignments. Owing to the quality
features such as; aesthetic look, multiple colors and designs, high strength, excellent surface
finish, the exclusive array is widely appreciated and gain total customer satisfaction We are
involved in importing and supplying a wide range of PVC pipes, industrial PVC pipes, PVC
water pipes and fitting which is of top-notch quality and is widely used for different purposes

20
by company clients. Also, these pipes and fittings are available in various capacity ranges as
per the requirement of company clients We offer a durable range of Parkas PVC pipes, Parkas
industrial PVC pipes, PVC water pipes and fitting which is at par with international standards.
These pipes and fittings are duly checked at several a parameters to ensure their flawless
performance.

Applicationareas:
•Irrigation
• Bore well

Parkas Industrial Corporation:

Eager to mark ourselves as a renowned name in the engineering sector, Parkas

Industrial Corporation is a 10 years old firm engaged in supplying a wide range of industrial
pipe and fittings like butterfly valves, non return valves, ball valves, foot valves, pipe gaskets,
pipe joining equipment, PP fittings, industrial HDPE pipes, HDPE pipes, MDPE pipes, PP
pipes, PLB ducts, HDPE conduits, pipe fittings, valves, PP ball valves, HDPE ball valves,
irrigation fittings, pipe joining machines, pipe fitting equipment etc. Pertaining to highest
industrial standards, we also offer turnkey projects consultancy services in the field of pipe and
fittings for meeting the demands of Flow Control. Dedicated and devoted to achieve the highest
limits of client satisfaction, we have expanded company business horizons from a trader to
service providers engaged in offering turnkey projects, consultancy services in the field of pipe
and fittings for meeting the demands of Flow Control. We are a proprietorship firm operating
company business under the guidance of some of the well know industrial professionals who
has been assisting us in offering a flawless range of products and services to company clients. It
is company commitment towards maintaining quality that we have been procuring company
range from reliable vendors spread across the globe.

Company range includes pipe gaskets, pipe joining equipment, PP fittings, industrial
HDPE pipes, HDPE pipes, MDPE pipes, PP pipes, PLB ducts, HDPE conduits, pipe fittings,
valves, PP ball valves, HDPE ball valves, irrigation fittings, pipe joining machines, pipe fitting
equipment and many more Led by company visionary founder Mr. Sushi Gambit, we are active
since the year 1998, and have directed all company endeavors to achieve an unshakable
position in the concerned industrial sphere.

21
 Being a trader, we very-well understand the fact of establishing and maintaining a
reliable vendor-base. This in turn would help us to supply company range in accordance with
the specifications of company clients thus leading us to gain a recognizable name in the
industry. Expertise that company professionals hold in the concerned sector has been proven
highly beneficial for company success. It is their hard work and loyalty towards company firm
that we have been able to render company services in a well-planned manner. Striving hard for
attaining and maintaining the maximum client satisfaction is company motto and to achieve
this goal we ensure time delivery of company range at industry leading prices.

Apart from trading a wide range of pipes and fittings, we also offer effective turnkey
solutions which involve lying of pipelines and providing consultancy to company clients. These
services are executed in a well planned manner under the perfect co-ordination of company
team of experts who hold a wide experience in the concerned sphere.

Led under the guidance of company founder, company professionals assists us in

offering the best available solution related to the pipe and fitting lying projects and consultancy
of the same. Dimensionally accurate, company range of valves like PP ball valves, HDPE ball
valves, PP foot valves, PP non return valves etc., is used in various industrial applications.
These are customized as per the specifications of company clients and are in compliance with
various industrial standards dimensionally accurate, company range of pipes is widely applied
in number of applications.

Nandi pipes (P) Ltd

Nandi has it's origins in the year 1979 when Mr. S.P.Y Reddy, a technocrat left his job
at Bhaba Atomic Research Centre, Mumbai to start a plastic containers unit in Nandyal. The
company has grown at a fast pace and Mr. Reddy who sensed an opportunity in making pipes
for irrigation started manufacture of PVC pipes in yr 1984 and has fast become leading
manufacturer in Andhra Pradesh and later in India With annual consumption of 50,000 tones of
resin, Nandi group is one of the biggest plastic processors i The group has either setup or
acquired plants in different geographical locations of south India to improve operational
efficiency and to enhance customer satisfaction. Nandi group sells PVC pipes under 4 brand of
which Nandi brand is the most prominent.

Mr. S.P.Y Reddy who hails from an agricultural family with his ever present
enthusiasm for improving rural life standard has ventured into many things like corporate
farming, dairy development activities to make his ideas come true. The Group has plans to
venture into north and western regions of India to further increase its footprint. The Group is
privately held and it's mission is to provide quality products within reach of majority of

22
consumers and work for common good to al the parties involved in the process, namely,
customers, employees and suppliers with positive over all impact on immediate societal
surroundings The PVC pipe products manufactured by Nandi group encompasses a wide range
to suit to the requirements of diverse needs like irrigation, drinking water supply, sewerage,
fluid supply et al.

The pipes dimensions range from 19mm to 400 mm. Pipes are made in 2 varieties, self-
socketing and ring-fit. Pipes are also made to suit various pressure and impact requirements and
are even custom made to meet special requiem the usage of PVC pipes as replacement for
traditional materials in the field of construction is on rise in India and that bodes well for future
of business for Nandi Group. The whole range of products meets all the relevant national and
international standards and are produced in ISO 9000 certified manufacturing facilities

Sujala pipes (P) Ltd.:

Sujala pipes (P) Ltd., Nandyal a premier enterprise of Nandi Group is the well known
manufacturer of the largest and most comprehensive range of UPVC Pipes in India. Nandi Gold
Pipes, with a diameter up to 400mm are suitable for water transportation, irrigation, plumbing,
drainage, cable ducting, bore wells, transfer of industrial effluents and electrical conduct. The
gamut of products cover all applications in which PVC pipes can be used. Nandi UPVC
systems are more cost effective than conventional Gl, Cl or AC systems besides being light in
weight, durable and noncorrosive. They are also easy to handle, offer excellent flow
characteristics and can be transported and installed anywhere. With world class quality and
customized product development support, they enjoy the satisfaction of millions of customers.

The unit also has world class quality assurance systems ensuring products of
uncompromising excellence, meeting all relevant ISI, BS, DIN, and ASTM standards. In
addition to these features, extensive R& D facilities provide reliable and committed support for
new product development, implying that even if a Nandi customer is unable to acquire his
precise requirement from company elaborate ranges,

Nandi also could supply customized products as per his own exclusive
specifications. Such relentless pursuit of qualify and readiness to adopt and innovate, the
propelled the Nandi to the forefront of this product category in India Nandi group with its in
house expertise has developed on its own, the SIDDHARTH PIPE for use in bore wells
irrigation and it has earned a good name from all the customers who ever are using it. Further,

23
the company has specialized in manufacture of blue casing PVC pipes in different sizes and
varieties for application in bore well irrigation particularly in loose soil conditions.

Finolex Industries Limited

The Finolex Group is one of India’s leading industrial groups and has interests
spanning over several areas such as power, communications, petrochemicals and agriculture.
Started in 1958 by P.P Chhabria and K.P Chhabria, the Finolex brand is synonymous with
superior quality. Their relentless quest for growth saw the brothers establishing Finolex
Industries Limited in 1981. Following a public offering in July 1983, Finolex Cables Limited,
the flagship company of the group, embarked on a continuous process of expansion and
modernization which enabled it to become the most diversified largest cable manufacturer in
the country. Today the Group turnover exceeds Rs.40 Billion (about US $ 800 million). Finolex
Industries Limited (FIL), formerly Finolex Pipes Ltd., was incorporated in 1981 and has been
in the "Plastics" business since then. Beginning as a modest rigid PVC (Poly Vinyl Chloride)
pipe manufacturer, FIL went on for backward integration and now manufactures PVC resin too.

FIL is the largest PVC pipe manufacturer in India. The Pipes division of FIL is the first
PVC pipe manufacturer in India to get ISO 9001: 2000 certifications. Production capacity of
the Pipes division is over 90,000 metric tones per annum spread over its two ultra modern
plants at Use (near Pune) and Ratnagiri. FIL offers a wide range of PVC pipes and fittings, for
diverse applications in agriculture, housing, telecom, industry, etc., ranging between 20 mm to
400 mm diameter. FIL also manufactures specialty pipes and fittings, namely SWR (Soil, Waste
and Rain Water) as well as ASTM pipes and fittings for the Construction Industry. The Pipes
division of FIL has won the PLEXCONCIL "TopExporterAward"onfiveoccasions.
FIL has its PVC resin plant near Ratnagiri (350 Kms. South of Mumbai) on the West Coast of
Maharashtra State.

FIL is one of the largest PVC manufacturers in India. The 260000 metric tones PVC
plant has been set up in technical collaboration with Uhde GmbH of Germany under
technology license from Hoechst AG. FIL manufactures suspension grade PVC as well as
emulsion/paste grade PVC.

As a part of its PVC complex, FIL has set up an open sea cryogenic jetty. The Finolex
jetty is the first of its in the private sector in India. It is located near the PVC plant and is
presently utilized for importing the feedstock for manufacture of PVC as well as of
importingLPG.

24
 Finolex manufactures wide range of PVC Sheets at Urge, near Pun. Finolex have
expertise in manufacturing of PVC resin .This helps to offer best quality of PVC Sheets at
competitive prices.. This manufacturing plant is equipped with latest state-of-the art modern
manufacturing facility. Today with the construction boom, finolex PVC Sheets can meet the
rising demand for modern, tough, long lasting PVC Sheets Finolex offers a promising work
environment where individuals are nurtured to grow as professionals. With the belief that an
organization grows when its people do, Finolex regularly conducts training programs for its
family.

COMPANY PROFILE

ABOUT THE SWATHI GROUP :

SWATHI Group was founded by Mr. Kavarthpu Srinivasa Rao with a humble
beginning by starting a small poly profiling Unit name as SWATHI enterprises, Swathi Nagar at
Ongole, has classified its products range.

Planning ahead, the group has started Swathi pipes (P) Ltd. In the year 1990 at Ongole
by side of national High way as PVE casing pipes PVE plumbing pipes, SWR pipes and
irrigation pipes extra. This unit has taken best district industrial award in 1999 to 2000 from
District collector Sri Sunil Sharma; I.A.S taken by the Executive Director Mr. C. Sudhakar Rao
Now the group started another PVC unit name as SWATHI PVC products PVT. Ltd. With ISI
Mark No. CM/l 6387383. Date.25-04-2004. the market for swathi pipes is throughout all the
districts in Andhra Pradesh. Mainly Chittor, Nellore, Prakasam, Guntur, Krishna, East and West
Godavari. The competitions are Nandi, Monarch, Vasari, Andhra and some local brands.

INTRODUCTION ABOUT PVC PIPES INDUSTRY

25
 Many metals were invented to meet the growing Agriculture domestic requirement of
this world. Thus metals occupy a major portion of the fabrication demands of the modern
world. Rework ability, from ability and weight constraints were real impediments.

A BRIEF NOTE ON SUPPLY OF RAW MATERIALS

The perplexing situation that is confronted by the manufacturer of PVC pipes is

scarcity of Resin. Although Government of India had taken steps towards bettering supply
conditions of PVC resin, over Indian manufacturers could meet only 50% of the demand and
the rest is met from the imports.

ABOUT THE PRODUCT

SWATHI PVC casing, suction and plumbing pipes are produced from PVC Resin with
standard additives. These pipes are manufactured under computerized control on a Twin screw
Extruder by a qualified staff. The Belling and threading are made by highly sophisticated
imported machines. The pipes manufactured are subject to strict quality inspection by
technically qualified staff equipped with sophisticated R and D Laboratory Equipment.

I. Swathi casing pipes

Swathi casing pipes are manufactured as for 75 4985/2000 and are classified as shown
below.

APPLICATIONS OF SWATHI CASING PIPES

a. For domestic tube/bore wells as casing pipes
b. For agriculture tube/bore wells as casing pipes

SWATHI PLUBING & SUCTION PIPES

Swathi pluming & suction pipes are manufactured as per Mercian standards. The dimensions
are as shown below

S.no Nominal Wall thickness(min)

26
 Diameter Avg
nominal
(inches) diameter Schedule Schedule
Schedule
(mm)
40 80 120

1 ½ 21.33 2.80 3.73 4.31

2 ¾ 26.67 2.87 3.91 4.31

3 1 33.40 3.37 4.54 5.00

4 1¼ 42.20 3.60 4.90 5.50

5 1½ 48.30 3.70 5.10 5.70

6 2 60.30 3.90 5.50 6.40

7 2½ 73.00 5.20 7.00 7.60

8 3 88.90 5.50 7.60 8.90

APPLICATIONS OF SWATHI PLUMBING & SUCTION PIPES

1. for all plumbing purposes in Domestic / Residential Water supply

2. for hand pumps as suction pipes

3. for submersible pumps as suction pipe.

SIZES:

Various sizes ranging from ½ to 101 are offered to customers. With different gauges
and sizes are manufactured to suit specific conditions.

PACKING:

27
 Packing plays fewer roles in the products like PVC pipes because the hollow space
inside can be utilized. For the purpose of cubic space utilization in trucks while transport,
organization is adopting the technique like pipe in pipe.

PAYMENT PERIOD:

The Company adopts very limited credit policy for Swathi brand The credit is entitled
up to a week.

GENERAL INFORMATION ABOUT THE COMPANY

The company is equipped with sophisticated laboratory to carry all tests to as certain
outgoing quality level of the pipes swathi pipes has got I.S.I. trade mark, which itself assures
for the quality of the pipes.

TRANSPORTATION:

The transport department of SWATHI PEVC PRODUCTS (p) LTD is VERY

ADMIRABLE. This unique strength of the organization enables the delivery system to be
efficient. This even helps the dealers to reduce inventory levels to the minimum. Thus dealers
are also supplemented with the dealers to reduce inventory levels to the minimum.

These dealers are supplemented with the benefit of the lower tied-up capital in the form
of inventory.

GENERAL INFORMATION ABOUT THE COMPANY

Mangers at the company are dynamic and are well educated. Supervisory staff or
intermediate managerial staff is able in talking their area. Most of the skilled or unskilled
labours are duty minded. Company provided E.S.I and provides fund facilities to all its
employees. Uniqueness of workers of swathi pipes PVT .Ltd is their non-indulgence in trade
union activities.

The company is facilitated with good communication networks, which includes telex,
fax machine and internet? Company has also got the support of electronic data processing.

The company’s major strength is considered to be transportation vehicles. Huge

investments are made on transportation vehicles. A unique cash outflow justifies itself by
providing good reputation of the company throw improved customer service.

28
FINANCIAL DAPARTMENT:

Though initially the company approached the external sources for financial aid. Now
financial status of the company is very sound and is being run only with self-finance. The
company gives only a week time for the payment of cash after the goods are delivered. Now the
company is planning to follow cash and carry policy for swathi brand. The financial department
with the help of marketing department looks after these transactions.

MARKETING DEPARTMENT

The marketing Department is headed by marketing manager who reports to Executive

Director. An assistant marketing manager who reports and 20 salesmen headed 30 sales
representatives who are headed by assistant marketing manager.

PERSONNEL DEPARTMENT:

The personal department consists of the details of the executives and workers of the
organization. The organization is formed with K. srinivasa Rao the managing director and Sri
C. Sudhakar and Sri K. balakrishna as executive director who reports managing director two
marketing managers, financial manager, public relations officer and a quality control officer
who all reports to executive director. Other then executive there are 200 workers in the
organization.

Panel consisting of Managing director, executive director and managers of concerned

departments makes the recruitment and selection of persons. Apart from the attractive salaries
company provides health card facilities.

PURCHASING DEPARTMENT:

The perplexing situation that is confronted by the manufactures of the PVC pipes is
scarcity of Resin. Though the government of India has taken various steps improve supply
conditions of PVC resin, the Indian manufacturers could meet only 50% of demand and 50% is
met from imports.

BENEFITS OF SWATHI PVC PIPES:

ECONOMY:

Being cheaper than conventional cement and steel pipes, swathi

PVC pipes are very economical.

29
 Light Weight PVC pipes are 1/6th of the weight of steel pipes. This makes them
easy to carry and install, doing away with heavy material handling. This reduces labor cost as
well as the process of installation is faster.

Rugged and durable:

Manufactured out of the best PVC material SWATHI PVC PIPES do not rust
and are not affected by most chemical. Hence, they last longer, render trouble free service and
require maintenances.

More flow: Frictional losses in swathi Rigid PVC pipes are 40% lower than
conventional pipes. Hence there is approximately 25% more flow than that of the competitors.

PROCESS:

The main raw materials are PVC regards. The manufacturing process for pipes
consists of mixing various resins along with coloring materials in a mixer and the prepared
material is fed to the extruder. In the extruder, the material is heated to the required politicizing
temperature (190 degree centigrade to 230 degree centigrade) and extruded through the die
head to from the pipe dimensions of the pipe are maintained by the vacuum calibration
technique after the die head. The hot pipe coming out of the extruder is cooled in a water bath
to retain the final shape. The pipe coming out of the extruder is guided through the water bath
suitable traction system. The temperature of the water is maintained by circulating through the
cooling towards and with the help of a chilling plant. The required length of the pipe is cut with
a planetary saw the cut lengths are titled by titling unit and get collected in the pipe rack
attached to the titling frame later they are stocked separately. The company has entered into a
technical has its own processing technology.

APPLICATIONS OF PVC PIPES:

 Agriculture and irrigation schemes

 Rural and Urban water supply schemes
 Tube well casing
 Gas and oil supply lines
 Industrial effluent disposal
 Sewerage and drainage schemes
 Air condition ducting
 Building installations
 Industrial ducting

30
PRODUCT PROFILE:

INTRODUCTION:

We shall look at the basic data about plastics and particularly these

Properties, which are of use in practical working with plastics, are man made material. The
oldest raw material for producing plastics is carbon material obtained from coal tar. Today the
majority of raw materials are obtained from petrochemical sources and they can be
economically produced in large quantities. Plastics have charged company world day-to-day.
They are becoming more important. They owe their success to whole series of advantages,
which they have over conventional materials such as

 LIGHT WEIGHT
 ATTRACTIVE COLOURS
 LOW ENERGY REQUIREMENTS FOR CONVERSION
 LOW LABOUR
 LESS COST OF MANUFACTURING
 LOW MAINTENANCE

EMERGENCY OF PVC CONCEPT AND ITS SOCIALIZATION

Growing domestic, agricultural and industrial requirements of the modern

world were in question for the new substance, which could serve the needs and wants of the
today’s man. Although metals were meeting major chunk of the fabrication demands of the
modern world, formability and weight constrains were real impediments.

In light of this situation, the substance called plastics, which has got all the desired
characteristics to serve the modern man, was discovered. This carbonaceous substance with
excellent physical stability could replace most of the earlier used metals wood etc.

Although acceptance socialization of this new innovation was slow it has to shows a
study encroachment into the life’s of today’s man. Now plastics are omnipresent and serving
numerous fields. Agriculture, heavily modernized communication, optical fibers in
communication sector, fiber equipment are only few applications in multi various uses of the
plastics.

PVC PIPES AND ITS ECONOMIC ROLE:

Chief occupation in India is agriculture. For the developing countries like

India, modernization of the agriculture practices assumes pivotal place in improving the

31
economic status and the processes of modernization include usage of high productive. Plastics
supplement to greater extent manufacturing of tools required for new agriculture practices.

The usage of poly vinyl chloride pipes in agriculture fields, lessen water seepage,
which was predominate in earlier practices. With the services of PVC pipes, water can be
transported. With lesser losses, present the revolutionary in stage. Triad in water management
speaks much about drip irrigation, which is development in Israel and is practiced by all
agricultural based nations in the world. Drip irrigation greatly used PVC pipes one way or the
other strengthening the hands of county’s economy.

Apart with the referred PVC pipes supplemented with fittings are used in house for
electric connection, sewage connections and other domestic purposes, A part from these two
applications it has got wide applications even in industrial sector. PVC pipes with much unique
heat, chemicals and physical characteristics serve many industrial purposes.

Even the characteristics of weight and low price attract many more applications. Rigid
PVC pipes have been manufactured in India from the sixties on imported extrusion lines and
there after indigenous plans were available.

When many extrusion lines were imported from batten field, Cincinnati, Kraaus Maffi
etc., the government allowed the imports of sophisticated and high output plants which were
not available indigenously.

It is essential for the company to carryout continuous research and development to up

date technology, for higher output, less energy cost per kg of output, quality of products ect.,

TECHNICAL DETAILS ABOUT PVC PIPES

RAW MATERIALS & CHEMICALS:

The important raw material in manufacturing of pipes PVC Resin (polyvinyl chloride).

CHEMICALS:

1. Ingredients:
2. PVC Resin
3. Tabs- Tribasic Lead Sulphate
4. Ls- Lead State
5. Cs- Calcium State
6. Sa- Satiric Acid

32
 7. Paraffin wax
8. CaCO3-Activated Calcium carbonate
9. Titanium
10. Carbon Black Color-Hydro carbon

Composition of raw material & chemicals (As per ISI 4958-88) for the batches are as
follows:-

 Resin - 75kgs
 Tbls - 1kg
 Dbls - 0.4kg
 Ls - 0.4kg
 Cs - 0.5kg
 Sa - 0.6kg
 CaCO3- 4.0kg
Carbon Black color- 0.35kg

The raw material and chemicals are mixed in appropriate proportion as per standard
required and is done according to batches.

TITANIC DIOXIDE:

MANUFACTURING PROCESS:

Hot forward extrusion is employed for the manufacturing of PVC pipes resin with
weighted amounts of other ingredients, which are carried to the hot chambers. The high
temperature of hot chamber melts ingredients and content of the given forward transit to get
hallow pipes of required dimension. As the pipe comes out of the hot chamber, cool water jet is
directed towards it to cool the pipes immediately. Pipes of desired length are cut with the aid of
stop and power hacksaw. Production is making in various sizes ranging from ½ to 101 to usage.

REINFORCED PLASTICS

33
 Although plastics have high strength to weight ratio. They are not as strong as metals
deform permanently under load. It cannot be placed under extremely high or low temperature
like metals and other materials. Modern invention of glass or carbon black as reinforcing fillers
have a way for making high strength bearing plastics and they are at a times replace steel.

ALLOYS:

Physical mixture of two or more polymers is termed as alloys. Physical blending of two
polymers is needed because every polymer has certain set of good properties.

Design of special products which should have specific set of properties may not be
obtained if it is made from one polymer by blending tow and polymers we can get the required
combination of properties. Is highly amorphous and rigid but has low impact strength. If it is
blended with rubbery material, product will be of high strength, rigid.

The process of manufacturing as follows:

The power from output of the major transmitted to main gearbox through a no. of U-
belts and pulleys to the input shaft of the gear box.

The main gear box is the worm gear box having reduction ratios of 15:1. The gear box
is mounted on the top of the base on a well=machined pad and held firmly by 4no. of
hexagonal headed screws.

The output shaft of gear box is connected to the output shaft of the thrust assembly
through a heavy- duty flexible coupling. The run of this coupling and gear box hopper block
and dwelled to the base in correct position.

The splinted end of the extended screw engages with splinted bore of the output and
this power is transmitted to the screw.

There will be two heating zones called barrel zone and die zones. Raw material will be
passed from hopper to first barrel zone where source constant temperature will be maintained to
bring the raw material into from of paste. Raw material will be passed from barrel zone to die
zone.

When the raw material come to require condition to from the pie cool water will be
supplied on the through the length of pipe to bring the hard shaper pipes will be separated by
cutter in required lengths of 6 MTS pipes will be expanded after heaving for the purpose of
joining by solvent comment to the plain of PVC pipes which is called socket end pipes.

34
FINISHED PRODUCTS

The main products produced are

PVC PIPES

BENDS

COUPLERS

SOLVENT CEMENT

PVC PIPES

Range of pipes is from 20mm. to 180mm. diameter standard sizes of pipes are
65mm,75mm,90mm and 180mm on order various sizes also manufactured with the adjustable
diameters are available.

Depending on output capacity there are three machines

 120kg/Hour
 250-300kg/Hour
 450kg/Hour

QUALITY INSPECTION:

After manufactured PVC pipes as per ISI standards following tests will be conducted to
confirm the sale.

1. Reversal tests
2. Stress Relief Test
3. Impact Test at0.c
4. Internal Hydro Static Test
5. Capacity Test
6. Type test at 60cc

35
 7. Resistance to Sulfuric test
8. Effect on water test

Thus by allowing a wide range of products can be made. Although alloys are physical
mixture of polymers, hydrogen bonds are formed between some special ionic groups with
hydrogen atom of the carbon chain. Such a bound is very useful in alloy formation because it
impacts processing flexibility with and use of cross – linked products.

Channels of Distribution
Swathi pipes Pvt., Ltd., has got Zero level and single level channel distributions

Zero Level

MANUFACTURE CUSTOMER

One – Level

MANUFACTURE DEALER CUSTOMER

Swathi pipes Pvt., Ltd., has an extensive network of 100 dealers in Andhra Pradesh

36
 THEORETICAL FRAMEWORK

WHAT IS MARKETING?
Marketing is defined as the process of determining the needs and wants of
consumers and being able to deliver products that satisfy those needs and wants.
Marketing includes all of the activities necessary to move a product from the producer
to the consumer. Think of marketing as a bridge from the producer to the consumer.

Marketing starts with market research, a learning process in which marketers

get to know everything they can about the needs and wants of consumers, and it ends

37
when somebody buys something. Many companies feel that services provided to
customers after the purchase also are an important part of marketing. All of these
enterprises - - product ion, advertising, transportation, processing, packaging, and
selling -- are included in the marketing process.

THE NINE FUNCTIONS OF MARKETING

In order for the marketing bridge to work correctly -- providing consumers with
opportunities to purchase the products and services they need -- the marketing process
must accomplish nine important functions.

The functions are:

Buying - people have the opportunity to buy products that they want.

Selling - producers function within a free market to sell products to consumers.

Financing - banks and other financial institutions provide money for the production
and marketing of products.

Storage - products must be stored and protect end until they are needed. This function
is especially important for perishable products such as fruits and vegetables.

Transportation -products must be physically relocated to the locations where

consumers can buy them. This is a very important function. Transportation includes
rail, road, ship, airplane, truck, and telecommunications for non-tangible products such
as market information.

Processing - processing involves turning a raw product, like wheat; into something the
consumer can use -- for example, bread.

Risk-Taking - insurance companies provide coverage to protect producers and

marketers from loss due to fire, theft, or natural disasters.

Market Information - information from around the world about market conditions,
weather, price movements, and political changes, can affect the marketing process.
Market information is provided by all forms of telecommunication, such as television,
the internet, and phone.

38
 Grading and Standardizing - Many products are graded in order to conform to
previously determined standards of quality. For example, when you purchase US No. 1
Potatoes, you know you are buying the best potatoes on the market.

WHAT IS MARKETING MANAGEMENT?

Marketing management may be defined as the process of management of

marketing programmes for accomplishing organizational goals and objectives. It
represents an important functional area of business management efforts for the
successful marketing.

According to AMA -“Marketing is the process of planning and executing the

conception, pricing, promotion, and distribution of ideas, goods and services to create
exchange that satisfy individual and organizational goals.”

According to Philip kotler- “Marketing management is the conscious effort to achieve

desired exchange outcome with target markets”.

SATISFACTION

Satisfaction is an overall psychological state that reflects the evaluation of a

relationship between the customer /consumer and a company-environment-product-
service. Satisfaction involves of the following three psychological elements:

 Cognitive (thinking/evaluation),

 Affective (emotional/feeling)

 Behavioral

39
MEANING

CUSTOMER SATISFACTION

Customer satisfaction refers to the extent to which customers are happy with the
products and services provided by a business. Customer satisfaction levels can be
measured using survey techniques and questionnaires. Gaining high levels of customer
satisfaction is very important to a business because satisfied customers are most likely
to be loyal and to make repeat orders and to use a wide range of services offered by a
business.

DEFINITION

 “Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation.”

 Customer satisfaction, commonly abbreviated CS, is a business term which is

used to capture the idea of measuring how satisfied an enterprise's customers
are with the organization's efforts in a marketplace. It is seen as a key business
performance indicator and is part of the four perspectives of a Balanced
Scorecard.

 Every organization has customers of some kind. The organization provides

products (goods and/or services) of some kind to its customers through the
mechanism of a marketplace. The products the organization provides are subject
to competition whether by similar products or by substitution products.

IMPORTANCE OF THE CUSTOMER SATISFACTION

40
 Company’s primary task is “to create customers” But today’s customers face a
vast array of product and brand choices, prices and suppliers. How do customers make
their choices?

We believe that customers estimate which offer will deliver the most value.
Customers are value- maximizes, within the bounds of search costs and limited
knowledge, mobility, and income. They form and expectation of value and act on it.
Then they learn whether the offer lived up to the value expectation and this affects their
satisfaction and their repurchase probability.

REASONS TO MONITOR CUSTOMER SATISFACTION

 The reason an organization is interested in the satisfaction of its customers is

because customers purchase the organization's products.
 The organization is interested in retaining its existing customers and increasing
the number of its customers.

MEASURING CUSTOMER SATISFACTION

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, Brodeur between 1990 and 1998
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

41
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 into a single measurement
of performance according to expectation. According to Gar brand, customer satisfaction
equals perception of performance divided by expectation of performance.

The usual measures of customer satisfaction involve a survey instrument 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.

Today, customer satisfaction is the mission of most companies. Companies like

Dell have made make-to-order products and direct sales their differential advantage in
increasing customer satisfaction.

Operational strategies can now be structured for attaining high levels of

customer satisfaction at relatively low costs. Innovations in online information access,
creative product design, flexibility, outsourcing, postponement, dynamic pricing, and
reactive-capacity have been the major enablers of managing manufacturing-supply
networks.

42
 However, the choice of positioning a firm along the dimensions of customer
satisfaction and total delivered cost, and its implications for operational strategies, are
not yet clear.

ATTRIBUTES OF CUSTOMER SATISFACTION

Major attributes of customer satisfaction can be summarized as:

 Product Quality
 Product Packaging
 Keeping delivery commitments
 Price
 Responsiveness and ability to resolve complaints and reject reports
 Overall communication, accessibility and attitude

FACTORS LEADING HIGH LEVEL OF CUSTOMER SATISFACTION

Factors which lead to high levels of customer satisfaction including:

 Products and services which are customer focused and then provide high levels
of value for money.

 Customer service giving personal attention to the needs of individual

customers. After sales service.

 Following up the original purchase with after sales support such as

maintenance and updating for example in the updating of computer packages.

 Goods and services that they buy have been specially produced for them or for
people like them. This relates to a wide range of products are to be designed
for ease of use and good quality finish.

EVALUTATION FACTORS

1. PERFORMANCE
 Fitness for use
 Product or service is ready for use
 Availability
 Reliability

43
  Maintainability

2. FEATURES
 Secondary character
 Extra facility

3. SERVICE
 Provide service at right time

4. WARRANTY
 Represent a promise of a quality product
 Forces the Organization to

1. Focus on customer need

2. Correct the action system

5. PRICE
 Customers are willing to pay higher price towards quality
 To succeed the Organization should identify customer value perception as the
same change continuously.
 Customers expect good products at low price.

7-STEPS FOR CUSTOMER SATISFACTION

1. ENCOURAGE FACE-TO-FACE DEALINGS

This is the most daunting and downright scary part of interacting with a
customer. If you’re not used to this sort of thing it can be a pretty nerve-wracking
experience. Rest assured, though, it does get easier over time. It’s important to meet
customers face to face at least once or even twice during the course of a project.
<,

The researcher experience has shown that a client finds it easier to relate to and
work with someone they’ve actually met in person, rather than a voice on the phone or
someone typing into an email or messenger program. When you do meet them, be
calm, confident and above all, take time to ask them what they need. I believe that if a
potential client spends over half the meeting doing the talking, you’re well on your way
to a sale.

44
2. RESPOND TO MESSAGES PROMPTLY & KEEP YOUR
CLIENTS INFORMED
This goes without saying really. We all know how annoying it is to wait days for
a response to an email or phone call. It might not always be practical to deal with all
customers’ queries within the space of a few hours, but at least email or call them back
and let them know you’ve received their message and you’ll contact them about it as
soon as possible. Even if you’re not able to solve a problem right away, let the
customer know you’re working on it.

3. BE FRIENDLY AND APPROACHABLE

It’s very important to be friendly, courteous and to make your clients feel like
you’re their friend and you’re there to help them out. There will be times when you
want to beat company clients over the head repeatedly with a blunt object – it happens
to all of us. It’s vital that you keep a clear head, respond to company clients’ wishes as
best you can, and at all times remain polite and courteous.

4. HAVE A CLEARLY-DEFINED CUSTOMER SERVICE

POLICY
This may not be too important when you’re just starting out, but a clearly
defined customer service policy is going to save you a lot of time and effort in the long
run.

 If a customer has a problem, what should they do?

 If the first option doesn’t work, then what?

 Should they contact different people for billing and technical enquiries?

 If they’re not satisfied with any aspect of company customer service, who
should they tell?

There’s nothing more annoying for a client than being passed from person to
person, or not knowing who to turn to. Making sure they know exactly what to do at

45
each stage of their enquiry should be of utmost importance. So make sure company
customer service policy is present on company site and anywhere else it may be useful.

5. ATTENTION TO DETAIL
Have you ever received a Happy Birthday email or card from a company you
were a client of? Have you ever had a personalized sign-up confirmation email for a
service that you could tell was typed from scratch? These little niceties can be time
consuming and aren’t always cost effective, but remember to do them.

Even if it’s as small as sending a Happy Holidays email to all customers, it’s
something. It shows you care; it shows there are real people on the other end of that
screen or telephone; and most importantly, it makes the customer feel welcomed,
wanted and valued.

6. ANTICIPATE CLIENT’S NEEDS & GO OUT OF COMPANY

WAY TO HELP THEM OUT
Sometimes this is easier said than done! However, achieving this supreme level
of understanding with clients will do wonders for working relationship.

7. HONOUR PROMISES
It’s possible this is the most important point in this article. The simple message:
when you promise something, deliver. The most common example here is project
delivery dates.

Clients don’t like to be disappointed. Sometimes, something may not get done,
or you might miss a deadline through no fault of own. Projects can be late, technology
can fail and sub-contractors don’t always deliver on time. In this case a quick apology
and assurance it’ll be ready ASAP wouldn’t go amiss.

UNDERSTANDING DIFFERERENT CUSTOMER ATTITUDES

The most basic objective of a customer satisfaction surveying program is to

generate valid and consistent customer feedback (i.e., to receive the voice of the

46
customer, which can then be used to initiate strategies that will retain customers and
thus protect the most valuable corporate asset--loyal customers).

As it's determined what needs to be measured and how the data relate to loyalty
and repurchase, it becomes important to examine the mind-set of customers the instant
they are required to make a pre-purchase (or repurchase) decision or a recommendation
decision. Surveying these decisions leads to measures of customer loyalty. In general,
the customer's pre-purchase mind-set will fall into one of three categories--rejection
(will avoid purchasing if at all possible), acceptance (satisfied, but will shop for a better
deal), and/or preference (delighted and may even purchase at a higher price).

This highly subjective system that customers themselves apply to their

decisions is based primarily on input from two sources:

The customers' own experiences--each time they experience a product or service,

deciding whether that experience is great, neutral or terrible. These are known as
"moments of truth."

The experiences of other customers--each time they hear something about a

company, whether it's great, neutral or terrible. This is known as "word-of-mouth."

There is obviously a strong connection between these two inputs. An

exceptional experience leads to strong word-of-mouth recommendations. Strong
recommendations influence the experience of the customer, and many successful
companies have capitalized on that link.

How does a customer satisfaction surveying manager make the connection

between the survey response and the customer's attitude or mind-set regarding loyalty?
Research conducted by both corporate and academic researchers shows a relationship
between survey measurements and the degree of preference or rejection that a customer
might have accumulated.

When the customer is asked a customer satisfaction question, the customer's

degree of loyalty mind-set (or attitude) will be an accumulation of all past experiences
and exposures that can be indicated as a score from 1 (very dissatisfied) to 5 (very

47
satisfied). It can also be captured with other response formats with an odd number of
choices (e.g., 1 to 3 or 1 to 7) to allow for a neutral response.

Obviously, the goal of every company should be to develop customers with a

preference attitude (i.e., we all want the coveted preferred vendor status such that the
customer, when given a choice, will choose our company), but it takes continuous
customer experience management, which means customer satisfaction measurement, to
get there--and even more effort to stay there.

UNDERSTANDING CUSTOMER NEEDS AND EXPECTATIONS

 NEEDS
Needs are often deeply rooted in people’s unconscious minds and may concern long-term
existence and identity issues.

 EXPECTATIONS
It implies that the word “expectations” cover much more than mere requirement
specifications.

Customer satisfaction=Company Performance/ Customer

Expectations

CUSTOMER SATISFACTION SURVEYING PROGRAM

In addition to a clear statement defining customer satisfaction, any successful

surveying program must have a clear set of objectives that, once met, will lead to
improved performance. The most basic objectives that should be met by any surveying
program include the following:

Understanding the expectations and requirements of all customers

Determining how well company and its competitors are satisfying these expectations
and requirements

Developing service and/or product standards based on findings

Examining trends over time in order to take action on a timely basis

48
 Establishing priorities and standards to judge how well you've met these goals

Before an appropriate customer satisfaction surveying program can be designed, the

following basic questions must be clearly answered:

How will the information we gather be used?

How will this information allow us to take action inside the organization?

How should we use this information to keep our customers and find new ones?

Careful consideration must be given to what the organization hopes to accomplish,

how the results will be disseminated to various parts of the organization and how the
information will be used. There is no point asking customers about a particular service
or product if it won't or can't be changed regardless of the feedback.

Conducting a customer satisfaction surveying program is a burden on the

organization and its customers in terms of time and resources. There is no point in
engaging in this work unless it has been thoughtfully designed so that only relevant and
important information is gathered. This information must allow the organization to take
direct action.

Nothing is more frustrating than having information that indicates a problem exists
but fails to isolate the specific cause. Having the purchasing department of a
manufacturing firm rate the sales and service it received on its last order on a scale of 1
(terrible) to 7 (magnificent) would yield little about how to improve sales and service to
the manufacturer.

 First, general questions are often not that helpful in customer satisfaction
measurement, at least not without many other more specific questions attached.
 Second, the design of an excellent customer satisfaction surveying program is
more difficult than it might first appear. It requires more than just writing a few
questions, designing a questionnaire, calling or mailing some customers, and
then tallying the results.

49
HOW TO MEASURE CUSTOMER SATISFACTION

Organizations need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.

Customer satisfaction is measured at the individual level, but it is almost always

reported at an aggregate level. 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.

It provides the measurer with a satisfaction "gap" which is objective and

quantitative in nature. The usual measures of customer satisfaction involve a survey
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 performance
of the organization being measured. Their satisfaction is generally measured on a five-
point scale.

Very Somewhat Neither Somewhat Very satisfied

dissatisfied dissatisfied satisfied or satisfied
dissatisfied

1 2 3 4 5

MACRO-MODELS

To begin this discussion about customer satisfaction it will help to define

customer satisfaction.
A widely accepted definition would be the following:
“Satisfaction is the consumer’s fulfillment response. It is a judgment that a product or
service feature, or the product of service itself, provided (or is providing) a pleasurable

50
level of consumption-related fulfillment, including levels of under- or over-
fulfillment ... First, the focus is on a consumer rather than a “customer.”

Traditionally speaking, the consumer uses a product or service, whereas a

customer pays for the product/service but may not be the consumer (that is, the direct
user). Granted, this is a fine distinction that gets lost in daily rhetoric, but it makes a
difference in a researcher’s modeling of satisfaction.
 Satisfaction with a product/service is a construct that requires experience and
use of a product or service. Individuals who pay for a product/service but who
do not use this product/service should not be expected to have the type of
(dis)satisfaction that a product/service user (the consumer) will have. So we
need to realize that the concept of customer satisfaction is about consumer
satisfaction (that is, user satisfaction), rather than about buyer satisfaction
(which may include non-users).

 Second, satisfaction is a feeling. It is a short-term attitude that can readily

change given a constellation of circumstances. It resides in the user’s mind and
is different from observable behaviours such as product choice, complaining,
and repurchase.
 Third, satisfaction commonly has thresholds at both a lower level (insufficiency
or under fulfilment) and an upper level (excess or over-fulfilment). This means
that a consumer’s satisfaction may drop if she/he “gets too much of a good
thing.” Many people focus upon the lower threshold and neglect the potential
for an upper threshold. With this definition in mind, we move to the traditional
macro-model of customer satisfaction.

This model underlies much of the research in customer satisfaction over the past
decade. Note the following:

1. Perceived performance often differs from objective or technical performance,

especially when a product/service is complex, intangible, and when the consumer is
unfamiliar with the product/service.

2. Comparison standards can come from numerous sources that can vary widely by
individual, by situation, and by product/service type.

51
3. Perceived disconfirmation is the evaluation of perceived performance according to
one or more comparison standards. Disconfirmation can have a positive effect
(generally implying a satisfying result), a negative effect (generally implying a
dissatisfying result), or a zero effect.

4. Satisfaction feeling is a state of mind, an attitude. The phrase “mixed feelings”

applies here as a consumer may have different levels of satisfaction for different parts
of a product/service experience.

5. Outcomes of satisfaction feelings may involve intent to repurchase, word-of-mouth

(the consumer’s communication with her/his network of her/his approval/disapproval
for a product/service), and complaints.

THE FOUR LEVELS OF CUSTOMER SATISFACTION

1. MEET CUSTOMER EXPECTATIONS

The minimum requirement to simply stay in business—to survive—is to meet

the expectations of customers. At this level, customers have no complaints. They are
satisfied for the moment. But they are not loyal. If a competitor demonstrates that it can
and will do more than merely meet their expectations, customer will very quickly
become ex-customers. Moreover, if you fail to meet their expectations, perhaps only
one time, they will leave and find someone else who will. It can be instructive to
observe local merchants—true entrepreneurs.

2. EXCEED CUSTOMER EXPECTATIONS

This higher level of customer satisfaction is reached by surprising customers,

going beyond what they expected. Fast, friendly service, followed up by a phone call to
make sure everything is all right, might put you into this category. So does a product or
service that is a cut above that of competitors. The second level of customer service
moves you beyond mere survival, building a measure of customer loyalty and giving

52
you an edge over competitors. It can also increase profitability. Customers who
experience the kind of service that exceeds their expectations are often willing to pay
for it, enabling the supplier to raise prices and thus improve profit margins.

3. DELIGHT CUSTOMERS

A customer served at this level is truly delighted. Not only have the customers’
basic needs been met, or even exceeded, but they have truly been touched on an
emotional level. And once customers have enjoyed this experience, it will be very
difficult for a competitor to pry them away. When you delight customers, you are on the
way to creating an exceptional and highly profitable business.

4. AMAZE CUSTOMERS

This fourth level of customer satisfaction is what will propel business into the
stratosphere. It requires you to, not just meet or exceed customer’s expectations, nor to
simply delight them, but to truly amaze them. When you are able to accomplish this on
a regular basis, you will be in a position to dominate the marketplace and achieve
remarkable rates of revenue growth and profitability.

ATTRACTING CUSTOMERS

Today’s customers are becoming harder to please. They are smarter, many more
competitors with equal or better offers approach more price conscious, more
demanding, less forgiving, and them. The challenge, according to Jeffrey Gitomer, is to
induce and delight loyal customers.

It is not enough to be skillful in attracting new customers; the company must

keep them and increase their business. Too many companies suffer from high
Customer churns namely, high customer defection.

53
There are steps a company can take to reduce the defection rate.

 First, the company must define and measure its retention rate. For a magazine
the renewal rate is a good measure of retention.

 Second, the company must distinguish the causes of customer’s attrition and
identify those that can be managed better.

 Third, the company needs to estimate how much profit it loses when it loses
customers. In the case of an individual customer, the lost profits is equal to the
customer’s Lifetime value—that is, the present value of the profit stream that
the company would have realized if the customer had not defected prematurely.

 Fourth, the company needs to figure out how much it would cost to reduce the
defection rate. As long as the cost is less than the lost profit, the company
should spend the money.

CUSTOMER RETENTION:

Most marketing theory and practice centers on the art of attracting new
customers rather than on retaining and cultivating existing ones. The emphasis
traditionally has been on making sales rather than building relationships; on pre selling
and selling rather than caring for the customer afterward. A company would be wise to
measure customer satisfaction regularly, because the key to customer retention is
customer satisfaction.

A highly satisfied customer stays loyal longer, buys more as the company
introduces new products and upgrades existing products, talks favorably about the
company and its products, pays less attention to competing brands and is less sensitive
to price, offers product or service ideas to the company, and cost less to serve than new
customers because transactions are routine.

Today, more companies are recognizing the importance of satisfying and

retaining customers. Satisfied customers constitute the company’s relationship capital.
If the company were to be sold, the acquiring company would have to pay not only for

54
the plant and equipment and the brand name, but also for the delivered customer base,
namely, the number and value of the customers who would do business with the new
firm.

DATA ANALYSIS AND INTERPRETATION

1) Which company products do you prefer to use?

Table:

Options No. Of respondents % of respondents

Swathi 47 52%
Finolex 7 8%
Nandi 12 14%
Sudhakar 11 12%
Sujala 11 12%
Other 2 2%
Total 90 100%
Chart:

55
Interpretation:

From the table it is inferred that out of 100% respondents, 52% customers are using
Swathi company products, 14% Nandi, 12% Sudhakar, 12% Sujala, 8% Finolex and
2% others.

2) How did you get to know about the brand Swathi PVC Products Pvt. Ltd.?

Table:

Options No. Of respondents % of respondents

Print media 3 4%
Television 2 2%
friends/ relatives 58 64%
Dealers 27 30%
Total 90 100%

Chart:

56
Interpretation:

1. From the table it is inferred that out of 100% respondents, 64% customers are

known about The Swathi Pipes through friends/relatives, 30% through dealers,

4% are know through print media, 2% customers are known about the Swathi

PVC Products Pvt. Ltd. through television..

3) Swathi PVC Products Pvt.Ltd.is best company in A.P.?

Table:

Options No. Of respondents % of respondents

Strongly agree 30 33%
Agree 50 55%
Not decided 9 10%

57
Disagree 1 2%
Strongly disagree 0 0%
Total 90 100%

Chart:

Interpretation:

From the table it is inferred that out of 100% respondents, 55% agreed that swathi
Pipes Company is best in A.P, 33% customers have strongly agreed, 10%of
customers not decided, 2% of disagree.

4) How do you inspired to buy the Swathi PVC Products Pvt. Ltd.pipes by?

Table:

Options No. Of respondents % of respondents

Friends 27 30%

58
Relatives 25 28%
Neighbors 29 32%
Advertisement 9 10%
Total 90 100%

Chart:

Interpretation:

From the table it is inferred that out of 100% respondents, 32% customers have inspired
to buy the Swathi PVC Products Pvt. Ltd. through neighbours, 30% customers have
inspired by friends, 28% by relatives, and 10% by advertisements

5) Which Quality Grade Do You Prefer?

Table:

Options No. Of respondents % of respondents

Special 23 25%
Ordinary 45 50%
Good 22 25%
TOTAL 90 100%

Chart:

59
Interpretation:

From the table it is inferred that out of 100% respondents, 50%people prefer ordinary
quality grade pipes, 25 % of the people prefer the special quality, and 25% people
prefer the good quality grade pipes.

6) Are you a regular customer to Swathi PVC Products Pvt. Ltd.?

Table:

Options No. Of respondents % of respondents

Yes 72 80%
No 18 20%
Total 90 100%

60
Chart:

Interpretation:

From the table it is inferred that out of 100% respondents, the customers regularity 80%
yes and 20% no.

7) Are you the customer of the Swathi PVC Products Pvt. Ltd.to Company Since?

Table:

Options No. Of respondents % of respondents

Less than 6 months 4 5%
6 to 12 months 9 10%
1 to 2 years 9 10%
More than 2 years 68 75%
Total 90 100%

Chart:

61
Interpretation:

1. From the table it is inferred that out of 100% respondents, 75% are customers of
Swathi PVC Products Pvt. Ltd. company since more than 2 years, 10% are
customers from 1-2 years , 10% are since 6- 12 month, 5 % are less than 6
months.

8) Swathi PVC Products Pvt. Ltd. Mainly concentrates on agricultural sector?

Table:

Options No. Of respondents % of respondents

Strongly agree 4 5%
Agree 68 75%
Not decided 18 20%
Disagree 0 0%
Strongly disagree 0 0%

62
 Total 90 100%

Chart:

Interpretation:

From the table it is inferred that out of 100% respondents, 75% have agreed that Swathi
PVC Products Pvt. Ltd. Company mainly concentrates on agricultural sector, 20%
have not decided and 5% have strongly agreed that it concentrates on agricultural
sector.

9) What do you expect from Swathi PVC Products Pvt. Ltd. Company?

Table:

Options No. Of respondents % of respondents

Quality 72 80%
Weight less 9 10%
Length 7 8%
Colour 2 2%
Total 90 100%

Chart:

63
Interpretation:

From the table it is inferred that out of 100% respondents expectations, 80% customers
are given priority for quality, 10% customers weight less, 8%customers length and
2%customers colour.

10) Are you satisfied with the performance of Swathi PVC Products Pvt. Ltd.?
Table:

Options No. Of respondents % of respondents

Yes 76 85%
No 14 15%
Total 90 100%

Chart:

64
Interpretation:

From the table it is inferred that out of 100% respondents, reveals that 85% of the
respondents are satisfied with the performance of Swathi PVC Products Pvt. Ltd. and 15%
of the respondents are not satisfied.

11) Are you sharing the information with your friends and relatives?

Table:

Options No. Of respondents % of respondents

Strongly agree 45 50%
Agree 41 45%
Disagree 4 5%
Strongly disagree 0 0%
Total 90 100%

65
Chart:

Interpretation:

From the table it is inferred that out of 100% respondents, share information with
friends and relatives 50% customers have strongly agreed that they share the
information with the friends and relation while 45% have agreed and 5%customer have
Disagree, 0% customers have strongly disagreed.

12) Company concentrates on rural market more than the urban market?

Table:

Options No. Of respondents % of respondents

Strongly agree 23 25%
Agree 54 60%
Disagree 9 10%
Strongly disagree 4 5%
Total 90 100%

66
Chart:

Interpretation:

From the table it is inferred that out of 100% respondents, 60% customers have agreed
that Company concentrates on rural market more than urban market 25% customers
have strongly agreed, 10 % have disagreed and 5% have strongly disagreed.

13) Swathi PVC Products Pvt. Ltd. Company provides better services than other
company?

Table:

Options No. Of respondents % of respondents

Strongly agree 23 25%
Agree 54 60%
Disagree 9 10%
Strongly disagree 4 5%

67
 Total 90 100%

Chart:

Interpretation:

1. From the table it is inferred that out of 100% respondents, 60% customers have
agreed Company provides better services than other company. 25% customers
have strongly agreed, 10% have disagreed and 5% have strongly disagreed.

14) Do you think Swathi PVC Products Pvt. Ltd. pipe uses chemicals in it problem
which will effect drinking water?

Table:

Options No. Of respondents % of respondents

Strongly agree 1 2%
Agree 4 5%
Not decided 16 18%
Disagree 60 65%

68
Strongly disagree 9 10%
Total 90 100%

Chart:

Interpretation:

From the table it is inferred that out of 100% respondents, 65% have disagreed that
Swathi PVC Products Pvt. Ltd., 18 % have not decided, 10% have strongly disagreed, 5
% have agreed and 2 % customers have strongly agreed that the swathi pipes uses
chemicals that will affect drinking water.

15) You are using the pipe for the purpose of?

Table:

Options No. Of respondents % of respondents

Drinking water 28 32%
Water Flow 46 50%
Power wiring 9 10%
Others 7 8%
Total 90 100%

69
Chart:

Interpretation:

From the table it is inferred that out of 100% respondents, 50% are using pipe for water
flow, 32% using the pipe for the purpose of drinking water, 10% for Power wiring and
8% are for other uses.

16) Do you have the supply centre with in 5 Km?

Table:

Options No. Of respondents % of respondents

Yes 72 20%
No 18 80%
Total 90 100%

Chart:

70
Interpretation:

From the table it is inferred that out of 100% respondents, 80 % of the customers said
that the supply center is 5 Km away and 20% said that it is beyond 5Km.

17) The good word of mouth is more important for company

Table:

Options No. Of respondents % of respondents

Strongly agree 46 50%
Agree 27 30%
Not decided 9 10%
Disagree 7 8%
Strongly disagree 1 2%

71
 Total 90 100%

Chart:

Interpretation:

From the table it is inferred that out of 100% respondents, 50% have strongly agreed
that good word of mouth is more important for company, 30% have agreed, 10% not
decided, 8% disagree and 2% strongly disagree.

18) Dou you think Swathi PVC Products Pvt. Ltd. pipe prices are low ?

Table:

Options No. Of respondents % of respondents

Strongly agree 18 20%
Agree 50 55%
Not decided 14 15%
Disagree 4 5%
Strongly disagree 4 5%

72
 Total 90 100%

Chart:

Interpretation:

From the table it is inferred that out of 100% respondents, 55% customers have agreed
the Swathi PVC pipes prices are low, 20% customers have strongly agreed, 15% have
not decided, 5% disagree and 5% has strongly disagree.

FINDINGS:

 It is found that 52% customers are using Swathi company products, 14% Nandi,
12% Sudhakar, 12% Sujala, 8% Finolex and 2% others.

 64% customers are known about The Swathi Pipes through friends/relatives,

30% through dealers, 4% are know through print media, 2% customers are

known about the Swathi PVC Products Pvt. Ltd. through television..

73
 It is found that, 55% agreed that swathi Pipes Company is best in A.P, 33%
customers have strongly agreed, 10%of customers not decided, 2% of disagree.

 It is found that, 32% customers have inspired to buy the Swathi PVC Products
Pvt. Ltd. through neighbours, 30% customers have inspired by friends, 28% by
relatives, and 10% by advertisements
 It is found that, 50%people prefer ordinary quality grade pipes, 25 % of the
people prefer the special quality, and 25% people prefer the good quality grade
pipes.
 It is found that 80% customers are regular customer to Swathi PVC Products
Pvt. Ltd, 20% are not.
 It is found that , 75% are customers of Swathi PVC Products Pvt. Ltd. company
since more than 2 years, 10% are customers from 1-2 years , 10% are since 6-
12 month, 5 % are less than 6 months.
 It is found that, 75% have agreed that Swathi PVC Products Pvt. Ltd. Company
mainly concentrates on agricultural sector, 20% have not decided and 5% have
strongly agreed that it concentrates on agricultural sector.
 It is found that, 80% customers expect quality from Swathi PVC Products Pvt.
Ltd. Company, 10% customers expect weight less items, 8% customers expect
length and 2%customers expect colour.
 It is found that, 85% of the respondents are satisfied with the performance of
Swathi PVC Products Pvt. Ltd. and 15% of the respondents are not satisfied.

 It is found that, 50% customers have strongly agreed that they share the
information with the friends and relation, 45% have agreed to share and
5%customer have Disagree.
 It is found that, 60% customers have agreed that Company concentrates on rural
market more than urban market 25% customers have strongly agreed, 10 %
have disagreed and 5% have strongly disagreed.
 It is found that, 60% customers have agreed Company provides better services
than other company. 25% customers have strongly agreed, 10% have disagreed
and 5% have strongly disagreed.
 It is found that, 65% have disagreed that Swathi PVC Products Pvt. Ltd., 18 %
have not decided, 10% have strongly disagreed, 5 % have agreed and 2 %
customers have strongly agreed that the swathi pipes uses chemicals that will
affect drinking water.

74
  It is found that, 50% are using pipe for water flow, 32% using the pipe for the
purpose of drinking water, 10% for Power wiring and 8% are for other uses.

 It is found that, 80 % of the customers said that the supply centre is 5 Km away
and 20% said that it is beyond 5Km.
 It is found that, 50% have strongly agreed that good word of mouth is more
important for company, 30% have agreed, 10% not decided, 8% disagree and
2% strongly disagree.
 It is found that, 55% customers have agreed the Swathi PVC pipes prices are
low, 20% customers have strongly agreed, 15% have not decided, 5% disagree
and 5% has strongly disagree.

SUGGESTIONS:

 There appears to be little confusion among the customers that the chemicals

used in the pipes might affect the drinking water, hence efforts may be taken to

make appropriate changes in the manufacturing process and also in the

communications concerning this image.

 As majority said that the supply centers are beyond 5 KM, the company may

take steps to have more supply centers.

75
  The company has to concentrate more on urban markets to increase its market

share.

 The company has to telecast more advertisements in television to improve the

sales, as to make it as brand in the minds of customers.

CONCLUSION :

Most of the respondents are merely happy with Swathi PVC Products Pvt.

Ltd. and it is most economical. But most of them are not aware that it is subsidiary of

Swathi group of PVC products and they suggested improving advertising strategy.

Customers express that they are not satisfied with the behavior of the sales persons

and customers express that company delay in solving the complaints. Respondents have

rated the Swathi PVC Products Pvt. Ltd. as most preferred choice in the terms of Package.

76
 .

QUESTIONNAIRE

Dear Customers,
I am pleased to introduce myself as a MBA student. My name is ------------------
pursuing Post Graduation in -------------------------------------------------------------------.
As a part of my curriculum I have undertaken project entitled CUSTOMER
SATISFACTION. I therefore request you to extend your co-operation by filling up
the following questionnaire giving your free and frank opinion. The given information
will be kept confidential and used for academic purpose only. I will be thankful for
your positive response.
NAME :
ADDRESS :
MOBILE/PH.NO :
GENDER : Male Female

77
Note: Please tick mark [√] wherever necessary.

1) Which company products do you prefer to use? ( )

a) Swathi b) Finolex c) Nandi d) Sudhakar e) Sujala f) Other

2) How did you get to know about the brand Swathi PVC Products Pvt. Ltd.? ( )

a) Print media b) television c) friends/ relatives d) dealers

3) Swathi PVC Products Pvt.Ltd.is best company in A.P.? ( )

a) Strongly agree b) Agree c) Not decided d) Disagree e) Strongly disagree

4) How do you inspired to buy the Swathi PVC Products Pvt. Ltd .pipes by? ( )

a) Friends b) Relatives c) Neighbors d) Advertisements

5) Which Quality Grade do you prefer? ( )

a) Special b) Ordinary c) Good

6) Are you a regular customer to Swathi PVC Products Pvt. Ltd.? ( )

a) Yes b) No

7) Are you the customer of the Swathi PVC Products Pvt. Ltd. to Company Since? ( )

a) Les than 6 months b) 6 to 12 months c) 1 to 2 years d) More than 2 years

8) Swathi PVC Products Pvt. Ltd. Mainly concentrates on agricultural sector? ( )

a) Strongly agree b) Agree c) Not decide d) Disagree e) strongly disagree

9) What do you expect from Swathi PVC Products Pvt. Ltd. Company? ( )

a) Quality b) weightless c) length d) colour

10) Are you satisfied with the performance of Swathi PVC Products Pvt. Ltd.? ( )

a) Yes b) No

11) Are you sharing the information with your friends and relatives? ( )

a) Strongly agree b) Agree c) Disagree d) Strongly disagree

12) Company concentrates on rural market more than the urban market? ( )

a) Strongly agree b) Agree c) Disagree d) Strongly disagree

13) Swathi PVC Products Pvt. Ltd. Company provides better services than other
company? ( )

a) Strongly agree b) Agree c) Disagree d) Strongly disagree

78
14) Do you think Swathi PVC Products Pvt. Ltd. pipe uses chemicals in it problem
which will effect drinking water? ( )

a) Strongly agree b) Agree c) Not decide d) Disagree e) Strongly disagree

15) You are using the pipe for the purpose of? ( )

a) Drinking water b) Water flow c) Power wiring d) Other

16) Do you have the supply centre with in 5 Km? ( )

a) Yes b) No

17) The good word of mouth is more important for company ( )

a) Strongly agree b) Agree c) Not decided d) Disagree e) Strongly disagree

18) Dou you think Swathi PVC Products Pvt. Ltd. pipe prices are low price? ( )

a) Strongly agree b) Agree c) Not decide

d) Disagree e) strongly disagree

Signature

BIBLIOGRAPHY

BOOKS:

1) RAJAN SAXENA (2010), “MARKETING MANAGEMENT” ,TATA

McGraw Hill Education Private Limited, New Delhi.

2) V.S.RAMASWAMY, S.NAMAKUMARI (2009), “MARKETING

MANAGEMENT”, Macmillan Publishers India Limited, Delhi.

3) PHILIP KOTLER (2009), “MARKETING MANAGEMENT” Doling

Kindersley (India) Private Limited, New Delhi.

79
 4) RAJA GOPAL (2009), “MARKETING MANAGEMENT” Vikas Publishing
House Private Limited, New Delhi.

WEBILOGRAPHY:

1. www.swathipvcindustries.com

2 .http://www.indiainbusiness.nic.in/industry-infrastructure/industrial-sectors/pvc.html.

3. http://www.symphonytech.com/articles/pdfs/satisfaction.pdf

4. http://lwww.thetimes100.co.uk/theory/theory--measuring-customer-satisfaction--
413. Php#ixzz1K88qnr

5. http://business.mapsofindia.com/pvc/

6. http://www.icra.in/Files/PDF/SpecialComments/2010-January-pvc-Industry.pdf

7. http://india.mapsofindia.com/indian-economy/major-economic-sectors.html

80