PROJECT REPORT

A project on “B2B Customer Satisfaction towards Yarn”

with reference to

Kashi Vishwanath Textile Mill Pvt. Ltd. (SPNG Group)

Kashipur
FOR

THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (2018-2020)

Submitted To- Submitted By-

Mr. Manish Uprety Prashant Singh

Asstt. Prof. (FCBM) MBA IIIrd Sem

Roll. No.- 180020500034

Amrapali Institute of Management and Computer Application

Faculty of Commerce and Business Management

Shiksha Nagar, Lamachaur

Haldwani, Uttarakhand

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 Preface
Summer Internship is an integral part of MASTER IN BUSINESS
ADMINISTRATION (MBA) program. As a part of the curriculum student are
required to undergo 45 days of exposure with reputed organization to learn day to
day business activity and if possible help the management to study and address
some identified issue associated with specific engagement area. The main
purpose of the training is to get exposure to the functioning of the organization.

It has given a chance to try and apply the academic knowledge and gain insight
into corporate culture. I had done my training in Kashi Vishwanath Textile Pvt.
Ltd. (SPNG group). During my training I had been assigned a project on B2B
Customer Satisfaction towards yarn.

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 Acknowledgement
The project would never have been completed without the encouragement,
guidance and motivation of the many selfless souls. There are also some persons
to whom I am and will always be grateful to.

First of all I would like to thank almighty God who has given me the opportunity
to express my sincere gratitude to the Teachers, Guide, family members and other
important persons who have guided and inspired me in completion of this project
report.

Secondly, I would like to express my thanks and due gratitude to my Guide Asstt.
Prof. Manish Uprety (Faculty, FCBM) Amrapali Institute, Haldwani for their
kind initiative, guidance and valuable suggestions to prepare the Project Report.

I also expressed my profound sense of gratitude to Mr. Mayank Pratap Singh

(DGM-Marketing) of Kashi Vishwanath Textile Mill Pvt. Ltd. Kashipur, who
provides me all the necessary and relevant information’s, full co-operation,
valuable support and guidance.

My last but not the least thanks goes to my friends and everyone who directly
help me to complete this report.

Prashant Singh
MBA IIIrd Sem
Roll. No. 180020500034

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Certificate

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Certificate
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 Declaration
I hereby declare that project report entitled “B2B Customer Satisfaction
towards Yarn” with reference to Kashi Vishwanath Textile Mill Pvt. Ltd.
Kashipur” is written and submitted by me under the guidance of Asstt. Prof.
Manish Uprety, Amrapali Group of Institutes. The information incorporated in
this project is true and original to the best of my knowledge. This report is my
original work and has not been copied from any other sources.

PRASHANT SINGH COUNTERSIGNED BY: -

MBA- III SEMESTER Mr. Manish Uprety

ROLL NO.: 180020500034 Astt. Prof. FCBM

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 INDEX

S.No. Particulars Page No.

1 Chapter 1
  1.1 Abstract 9
  1.2 Introduction 10-13
  1.3 Literature Review 14-15
  1.4 Research Objective 16
  1.5 Research Methodology 17
1.6 Limitation of Study 18
 
2 Chapter 2
  2.1 Industry Profile 20-23
  2.2 Company Profile 24-31
 
3 Chapter 3
  3.1 Data Analysis and Testing of Hypothesis 33-37
 
4 Chapter 4
4.1 Findings 39
4.2 Conclusion 40
4.3 Suggestion 41
4.4 Bibliography 42
4.5 Annexure 43

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Chapter-1

Abstract
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Customer Satisfaction is a term frequently used in marketing. It is a measure of how products
arnd services supplied by a company meet or surpass customer expectation. Here the research
has been undertaken in Kashi Vishwanath Textile Mill Pvt. Ltd. for studying B2B customer
satisfaction towards yarn. An Analysis of the various factors which affect satisfaction level of
customers has been done and a relationship between these factors has been found to find scope
for further improvement. Primary data has been collected through a structured non-disguised
questionnaire from 35 customers of Kashi Vishwanath Textile Mill Pvt. Ltd. in Uttrakhand (6)
and Uttar Pradesh (29). The report is based on descriptive design. The sampling technique used
is Non-Probability convenience sampling in which 35 customers have been selected from all
the customers in both States. Descriptive statistics have been used which include the
application of the statistical tools namely: Regression, ANOVA, Cronbach’s Alpha test.

Key Words : Customer Satisfaction, Customer Loyalty, B2B, Repeat Sales, Factors of
Satisfaction.

Introduction
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Customer satisfaction is defined as "the number of customers, or percentage of total customers,
whose reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals.” It is seen as a key performance indicator within business and is often part of
a Balanced Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers' expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability.... These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective." Therefore, it is essential for
businesses to effectively manage customer satisfaction. To be able do this, firms need reliable
and representative measures of satisfaction.

Customer satisfaction is defined as a measurement that determines how happy customers are
with a company’s products, services, and capabilities. Customer satisfaction information,
including surveys and ratings, can help a company determine how to best improve or changes
its products and services.

An organization’s main focus must be to satisfy its customers. This applies to industrial firms,
retail and wholesale businesses, government bodies, service companies, nonprofit
organizations, and every subgroup within an organization.

Organizations should not assume they know what the customer wants. Instead, it is important
to understand the voice of the customer, using tools such as customer surveys, focus groups,
and polling. Using these tools, organizations can gain detailed insights as to what their
customers want and better tailor their services or products to meet or exceed customer
expectation.

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ACSI Model to Measure Product Quality and Service Quality as Inputs to Perceived
Overall Quality.

ACSI Model of Customer satisfaction

 It is expected for customer experience to play a key role in B2B sales by 2020 -even larger
than the price or product which were seen as essential until recently. It has already become
such an important factor in doing business that 66% of B2B customers stop buying from a
vendor after a poor customer experience. With all that in mind, the importance of keeping an
eye on your customer satisfaction cannot be overstated.

Customer relationships are no different. Whether we’re in a B2B or B2C marketplace, at the
end of the day, we’re living in an H2H world…. human to human. And that’s where the
importance of customer satisfaction comes in.  

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Importance of customer satisfaction :-

Customer satisfaction is a marketing term that measures how products or services supplied by a
company meet or surpass a customer’s expectation.
Customer satisfaction is important because it provides marketers and business owners with a
metric that they can use to manage and improve their businesses.
In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses.

It’s a leading indicator of customer repurchase intentions and loyalty-

Customer satisfaction is the best indicator of how likely a customer will make a purchase in the
future. Asking customers to rate their satisfaction on a scale of 1-10 is a good way to see if
they will become repeat customers or even advocates.
Any customers that give you a rating of 7 and above, can be considered satisfied, and you can
safely expect them to come back and make repeat purchases. Customers who give you a rating
of 9 or 10 are your potential customer advocates who you can leverage to become evangelists
for your company.
 It’s a point of differentiation-
In a competitive marketplace where businesses compete for customers; customer satisfaction is
seen as a key differentiator. Businesses who succeed in these cut-throat environments are the
ones that make customer satisfaction a key element of their business strategy.

 It reduces customer churn-

An Accenture global customer satisfaction report (2008) found that price is not the main reason
for customer churn; it is actually due to the overall poor quality of customer service.
Customer satisfaction is the metric we can use to reduce customer churn. By measuring and
tracking customer satisfaction we can put new processes in place to increase the overall quality
of your customer service.
It increases customer lifetime value-
A study by InfoQuest found that a ‘totally satisfied customer’ contributes 2.6 times more
revenue than a ‘somewhat satisfied customer’. Furthermore, a ‘totally satisfied customer’
contributes 14 times more revenue than a ‘somewhat dissatisfied customer’.
Satisfaction plays a significant role in how much revenue a customer generates for your
business.
 

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It reduces negative word of mouth-
McKinsey found that an unhappy customer tells between 9-15 people about their experience.
In fact, 13% of unhappy customers tell over 20 people about their experience.
Customer satisfaction is tightly linked to revenue and repeat purchases. What often gets
forgotten is how customer satisfaction negatively impacts your business. It’s one thing to lose a
customer because they were unhappy. It’s another thing completely to lose 20 customers
because of some bad word of mouth.
To eliminate bad word of mouth we need to measure customer satisfaction on an ongoing
basis. Tracking changes in satisfaction will help us identify if customers are actually happy
with your product or service.

 It’s cheaper to retain customers than acquire new ones

This is probably the most publicized customer satisfaction statistic out there. It costs six to
seven times more to acquire new customers than it does to retain existing customers.
Customers cost a lot of money to acquire. Companies and it’s marketing team spend thousands
of dollars getting the attention of prospects, nurturing them into leads and closing them into
sales.

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 Literature Review
Yoganandan.G(2013) The article aimed at reviewing researches conducted on the factors
influencing the export performance of Textile industry. The review highlights the positive
relationship between GDP, exchange rate, labor, capital (FDI) and technology with export
performance of textile industry. Based on the review, it was suggested that future researches
can be done by analyzing impact of these factors on less export oriented industries so that
possibly such results maybe compared and new theories could be established.

Ivan GROS(2011) Presented sample of specific B2B corrugated cardboard market

segmentation shows the implementation of modern methods of cluster analysis in formulating
appropriate marketing and logistics strategies. Knowledge of the segment is essential for
implementation of such methods. These methods are nevertheless only scarcely used in praxis
on B2B markets in Czech Republic. The second objective of the study was to confirm or refuse
the established hypotheses (incl. Price, relationship with supply chain etc.) concerning the
behavior of B2B market segments.

Ikilem Gocek(2007) In this study the affecting independent variables of customer satisfaction
were chosen brand image, perceived service quality and perceived product quality. By these
independent variables, it is investigated that if any differences exist in perception of customer
satisfaction according to the Turkish textile consumers in the view of gender. In data analysis
of this research the SPSS program is used.

Jiana Daikh(2015) The purpose of this research is to study the relationship between customer
satisfaction and consumer loyalty and apply its relationship into all the market industries
including products and services, particularly in financial institutions. The discussion of the
study indicated that there is a significant positive relationship between customer loyalty and
customer satisfaction, however, it is important to fully understand that the loyalty which is the
main goal of each industry is very hard to achieve and is not very easy to be reached by
industries due to the customer satisfaction which is very hard to reach by itself, and the service
quality as well.

Professor Claes Fornell, Donald C. Cook (2008) It was a methodology report on American
customer satisfaction index (ACSI). Research shows that ACSI is predictive of corporate
performance, growth in the Gross Domestic Product (GDP), and changes in consumer
spending. It provide expansion of the Model to Measure Product Quality and Service Quality
as Inputs to Perceived Overall Quality. The report published in Regents of the university of
Michigan.

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Dr. Satinder Pal Singh, Bhawna Aggarwal and Nonis Jhamb (2017) Factors Affecting
Customer Satisfaction in Textile Industry: A Study of Vardhman Group. Here the research has
been undertaken in Vardhman Textiles Ltd. for studying customer satisfaction in textile
products. Relationship has been established between various factors of customer satisfaction.
Report was published in Biz and Bytes 2017.

Senem Kursun and Yesim Iridag (2007) The study was conducted on Perception of
Customer Satisfaction in Textile Industry according to Genders in Turkey. In this study the
affecting independent variables of customer satisfaction are chosen as brand image, perceived
service quality and perceived product quality. By these independent variables, it is investigated
that if any differences exist in perception of customer satisfaction according to the Turkish
textile consumers in the view of gender. The research found that female customers paid more
attention to brand information than male customers and this leads to different levels of brand
awareness across gender. Male customers prioritize product quality more than service quality.

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Research Objective
1. To identify the factors of B2B Customer Satisfaction.

2. To identify the impact of other factors of satisfaction on overall satisfaction of customer.

Hypothesis
H01 : There is no significant relationship exist between the overall satisfaction and other
variables of satisfaction.
H1 : There is significant relationship exist between the overall satisfaction and other variables
of satisfaction.

H02: There is no significant relationship exist between the customer satisfaction and product
quality.
H2: There is significant relationship exist between the customer satisfaction and product
quality.

H03: There is no significant relationship exist between the customer satisfaction and time taken
to deliver the consignment.
H3: There is significant relationship exist between the customer satisfaction and time taken to
deliver the consignment.

H04: There is no significant relationship exist between the customer satisfaction and price of
product.
H4: There is significant relationship exist between the customer satisfaction and price of
product.

H05: There is no significant relationship exist between the customer satisfaction and Brand
name.
H5: There is significant relationship exist between the customer satisfaction and Brand name.

H06: There is no significant relationship exist between the customer satisfaction and Executive
behavior.
H6: There is significant relationship exist between the customer satisfaction and Executive
behavior.

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 Research Methodology
In this study primary data has been collected through a structured questionnaire of 35
customers of Kashi Vishwanath Textile Pvt. Ltd. The report is based on descriptive research
design.The sampling technique is convenient random sampling in which 35 customers have
been randomly selected from all the customers within the area of survey i.e Uttarakhand and
Uttar Pradesh. Descriptive statistics has been used and it includes the application of the
statistical tools namely, regression, ANOVA, and Cronbach’s Alpha test.

Research Design

The research design used for this study is of the descriptive type. Descriptive research studies
are those studies which are concerned with describing the characteristics of a particular
individual or a group.

Population: The total element of the universe from which sample is selected for the purpose of
study is known as population. The population of research is the customers of the company in
survey area i.e (55 approx.)

Sample Size: All the items consideration in any field of inquiry constitutes a universe of
population. In this research only a few items can be selected form the population for our study
purpose. The items selected constitute what is technically called a sample. Here out sample
size is 35 customers from the total population to conduct the study.

Data Collection
The data source: Primary and Secondary.

Primary Data: It is the information that you collect specifically for the purpose of your
research project .An Advantage of primary data is that it is specifically tailored to your
research needs.
Secondary Data: Secondary data has been used as reference from journals, magazines and
previous studies related to this topic.

Research approach: Survey Method

Research instrument: Questionnaire Method (Questionnaire was prepared and send to 43
customers).

The respondents: Executives, Sr. Executives, Assistant Managers, Managers and Top
Management of various companies.

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 Limitation

 Respondents were reluctant to disclose complete information about themselves and

their organization.

 Time is also one of the limitation, as research was carried out for only 45 days.

 Unwilling respondents may also affect the research work. As customer selected to
conduct the survey was 43 and only 35 customers has responded the questionnaire.

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Chapter - 2

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 Industry Profile
India’s home textile industry is expected to expand at a CAGR of 8.3 per cent during 2014–21
to US$ 8.2 billion in 2021 from US$ 4.7 billion in 2014.

India accounts for 7 per cent of global home textiles trade. Superior quality makes companies
in India a leader in the US and the UK, contributing two-third to their exports.

Indian products has gained a significant market share in global home textiles in the past few
years.

The growth in the home textiles would be supported by growing household income, increasing
population and growth of end use sectors like housing, hospitality, healthcare, etc.

In 2018, Indian home textile industry reached US$ 4.95 billion.

The fundamental strength of the textile industry in India is its strong production base of wide
range of fibre / yarns from natural fibres like cotton, jute, silk and wool to synthetic / man-
made fibres like polyester, viscose, nylon and acrylic.

It contributed two per cent to the GDP of India and employs more than 45 million people in
2017-18.

The sector contributed 15 per cent to the export earnings of India in 2017-18.

9
8
7
6
5
4
3
2
1
0
2014 2018 2021*

Indian home Textile Industry (US Billion $)

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Production of Yarn (in Million Kg)

Fabric Production (Million Square Meter)

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Recent trends in Textile Industry:-
Textile Park:-

As of November 2018, Odisha is planning to build three textiles parks with the aim to promote
investments in the textile sector.

Since 2014, 19 Textile Park projects have been sanctioned under Scheme for Integrated Textile
Park (SITP) under Public Private Partnership mode (PPP) with 40 per cent government
assistance of upto Rs 40 crore (US$ 6 million).

Public-Private Partnership:-

The Ministry of Textiles commenced an initiative to establish institutes under the Public-
Private Partnership (PPP) model to encourage private sector participation in the development
of the industry.

Technical textile:-

Technical textiles industry, which has a market size of Rs 116,000 crore (US$ 18 billion) in
2017-18 is projected to grow at the rate of 20 per cent year-on-year supported by various
flagship schemes by the government to promote full potential.

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US$ 70.83 million has been allocated to promote the use of geotechnical textiles in the North
East states.

Promotion of Khadi:-

The Government of India plans to connect around 50 million women in Indian villages to
charkha (spinning wheel) in the next five years with the aim of providing employment and
promoting the khadi brand.

Indian khadi sales grew three-fold between FY15-18 to reach Rs 2,509 crore (US$ 389.29
billion).

Recent mergers and Acquisition in textile industry:-

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Oppportunities for textile sector:-
The Indian textile industry is set for strong growth, buoyed by both strong domestic
consumption as well as export demand.

The sector is expected to reach US$ 226 billion by FY2023.

Population is expected to reach to 1.34 billion by FY2019.

Urbanization is expected to support higher growth due to change in fashion and trends.

Company Profile

From being a basic necessity to one of the major drivers in fashion, textile is an integral part of
the Indian economy. The textile sector accounts for 11% of the total exports in India and is also

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responsible for providing large employment opportunities. Also, it is one of the most
favourable manufacturing segments being promoted by our Honorable Prime Minister, who
has been driving the concept of Make in India.

In 1996, Kashi Vishwanath Textile Mill Private Limited was brought into existence with the
vision to manufacture the best quality synthetic yarn. In 2000, this vision came to life as
Polyester blended synthetic yarn production was started under the premium quality dyed and
gray yarn (Polyester, Polyester-Acrylic, Polyester-Viscose and Acrylic-Polyester) segments.

With a huge product range KVTMPL started manufacturing synthetic yarn with over 150
different kinds of blends in fine and coarse counts, ranging from 8s to 60s. Indostar, an ISO
9001-2015 company, owning the brand name INDOSTARTM is now a renowned name in
domestic and foreign yarn markets that manufactures Suiting, Shirting, Knitting, Hosiery,
Stoles, Sweaters, Carpets, etc. Under the brand name INDOSTARTM, KVTMPL is now
sharing the platform with manufacturers, manufacturing the best quality segment like multifold
synthetic yarn, premium quality gray and dyed synthetic weaving yarn.

We own state-of-the-art technologically advanced machinery supplied by leading textile

machinery manufacturers like - Lakshmi Machine Works, Schlafhrost (Germany), Leewha
(Korea), Trutzschler (Germany), Dalal, Stalam (Italy), Draft Air etc. Currently, we own a yarn
spinning facility with a matching in-house dyeing plant.

Product Range:-

Dyed Yarn Grey yarn Slub yarn

Acrylic dyed yarn Viscose dyed yarn Melange yarn

Viscose dyed yarn

Exporting Countries:-

India Italy Sri Lanka Brazil

Bangladesh Canada Egypt Turkey

Founder of SPNG:-

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Shri Mithilesh Kumar Agarwal, the pioneer who led the Galwalias since 1954, transformed
the age old family business with new business ideas and refurbished the traditional business
into an emerging business setup. In order to generate employment and to stop migration, in
1969 he started the first manufacturing plant in the region to produce Kattha and Rice mill. In
2005, he was awarded with the “UDHYOG RATNA” by the Government of Uttrakhand, for
his immense contribution towards the development of industry in the State. His ideology
is “Think before others. Do for others”

Shri Yogesh Kumaar Jindal is the architect of North India’s first solvent plant to extract
soybean oil from soya seed. His father’s idea was to set up manufacturing units. This vision
worked as a catalyst and encouraged him to take a calculated risk for giving advancement to
manufacturing facilities. This was done by installing the region’s first steel, textile and steel
casting industries at Kashipur, then in Uttar Pradesh and now in Uttrakhand. His ideology
is “Want to be a leader, do, what others even do not think”

VISION-MISSION-VALUES:-

Vission:- Under brand name INDOSTARTM, SPNG is dedicated to become a globally

recognised manufacturing house in steel,textile,edibles and all that will be produced under
the INDOSTARTM flagship.

Mission:- “To make INDOSTARTM, the first choice of customers by offering unique

products”.

Values:-
Integrity: We believe in building a strong & trusted relationship amongst customers,
stakeholders and employees.We trust on building the entire business on the foundation of
honesty and integrity.

Innovation: We believe in the principle of innovation and are aggressively looking to be a

“trend setter” in the industry by introducing unique products that customers appreciate.

Respect: We respect our employees, stakeholders and customers and discourage any kind of
discrimination based on religion, belief, race, ethnicity, nationality, gender or physical
disability.

Ownership: We accept the personal accountability to meet the business needs, improve our
systems and help others to improve their effectiveness.

Organizational Structure
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Top Management

Chairman – Yogesh Kumar Jindal

Director – Sudha Jindal

Executive Director – P.K Singh

Quality Department (SQC)

Deputy Manager- Rakesh Bisht

Asstt. Manager - Antush Kumar

Lab incharge - Mr. Lokesh

Supervisor – Vinay Singh

Marketing Department

DGM- Mayank Pratap Singh

AGM- Mr. Moin

Assistant – Mr. Kishor

Incharge Packaging and dispatching – Mr. Amit

Dye department

DGM – Deepak singh

HR department

Head HR – Mr. Keerat Singh

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Production Process:-

1)Pre Spinning:-
It comprises of many sub stages of converting fibre into yarn. Though here actual yarn
is not produced, it starts giving the shape of thread. It is where the raw material to be
used in producing yarn i.e. fibre is opened, processed and mixed with the required
chemicals and is then passed through different machineries at different stages. The main
sub stages are:

  Blow Room  
  Carding 
  Drawing 
  Speed Frame

Blow Room: This is the very first stage in the yarn manufacturing process also known
as “Mixing” process. This is the stage where fibres (presently in the form of Bales) are
mixed with the required chemicals to enable smooth functioning. They are gently
opened using blenders to be used in successive processes.

Carding: O/p of the Blow Room coming from areofed is fed to the carding machine
where the remaining impurities are removed and is opened into individual fibres. Here
the individual fibres are straightened and made somewhat parallel. The process of
cleaning and opening the fibres into individual fibres, converts them into thin, uniform
soft neps of fibres which is called “sliver”. The sliver is collected into the containers
called cans.

Drawing: The sliver output of Carding is now passed through a Draw Frame, the
parameter which is set according to the count to be manufactured. This process gives
more uniformity and strength to the sliver by summing up many sliver cans into one
sliver. Quality of sliver produced by Draw Frame is much-much higher as compared to
the sliver produced by Carding.

Speed Frame: This is the stage where Sliver produced by Draw Frame is again
processed using a set of machines to give more strength. This converts sliver of Draw
Frame into Roving to be used in Ring Frame for manufacturing actual yarn / thread.

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2) Spinning:-

This is the process where actual yarn is manufactured. Here Roving, the output of pre
spinning is used to manufacture yarn as per market requirements. This is the last and
most important stage of yarn manufacturing process.

3) Post Spinning:-

Here as per requirement, output of Ring Frame (actual yarn) is processed using many
stages. This is basically based on number of plys to be twisted to cater to customer
needs. Here the output of Ring Frame (Bobbins) is transformed into cones / hanks.
Different machines used in this process are:

  Autoconer
  TFO
  Doubling
  Ch. Winding
  Winding
  Yarn Conditioning

Dye House :-

Company owns dye house where company used to dye raw material.

Dye house process:-

Shade development

Send to party

Approval

Programming of shades

Dyeing

Mixing

Process

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Infrastructure:-

Dyeing process house:-

KVTMPL is among the few synthetic yarn manufacturers possessing its own dyeing process
house. When manufacturers outsource their production, they face challenges. One of the major
drawbacks is that one cannot control the quality of dyes, which compromises its quality.
Another problem faced is that there's often a shade variation which causes huge losses to the
manufacturer. This is why; KVTMPL prides itself on producing quality yarn which customers
can totally rely upon.

Research & Development:-

We own a state-of-the-art R&D department that continuously works towards developing new
shades following cost effective processes. The vast infrastructure facilities help to manufacture
a wide range of yarn variants like - 100% Polyester / Polyester-Acrylic (PA) / Acrylic-
Polyester (AP) / 100% Acrylic / Polyester-Viscose (PV) etc. in different blends and counts.

Effluent Treatment Plan:-

As it has become mandatory for all manufacturing facilities having a business interest that
require natural resources like water, an ETRP plant has to be installed so as to control damage
to our environment. KVTMPL cares about the environment and has installed a large Effluent
Treatment Plant with zero discharge. Zero discharge means to completely recycle the water
used in the process house and reuse it in the plant again by water treatment, followed by big
size RO plant. In ETP plant, used water is treated in many stages like primary, secondary &
tertiary, to remove waste and then recycle it by routing it through a RO treatment. The
discharge is squeezed through the filter presses and a very small amount of remaining waste
water is passed through MEE plant to get vapourised. On one side it maintains environment
purity and on the other side it preserves water.

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Packing Pattern and Accuracy:

KVTMPL manufactures yarn and stocks it in different categories like cones and hanks to be
packed in categories like cartons, bags and pallets.

Cones are manufactured in different sizes from 2kg to 5kg each while hanks are in 5kg.

  These are also customized as per customer requirements.

  Normally, hanks are packed in bags that hold weight of up to 60kgs and cones are
placed in cartons;
  Bags which weigh 45kgs to 64kgs and in pallets may be up to 1300kgs or as per
requirement.
  We ensure proper checking of cartons/bags to avoid any form of problems. We follow
a two way confirmation - one at the cone level where product details on labels are
stuck; and secondly, every carton/bag is bar-coded.
  These bags are scanned and transferred to the finish godown and the required data is
stored.
  Because of this system, accuracy levels, both in packing and POS, have become very
high.

Marketing:-

Company is having separate marketing division which makes contact with the suppliers and
customers.

Company is a part of SPNG group and sell it’s product under the brand name Indostar.

Apart from local customers company is also selling it’s product to some of the international
brands like Nike, Pepco (European brand), Zara etc.

Prices of product varies between 130-350rs/kg.

Company is working towards the production of man- made yarn like polyester, acrylic,
viscose.

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Quality:-

On-time delivery of quality products is among the major factors which ensures the success of
any business. Why? Because, quality is that vital link in the chain that binds all stake holders of
the product together.

INDOSTARTM believes in robust planning, best quality raw material resourcing and optimum
utilization of available resources to get maximum efficiency for delivering best the quality yarn
to be used by corresponding textile manufacturers. With ISO 9001:2015 QMS certification and
stringent internal quality auditing, Indostar can assure the quality of its polyester blended yarn
product range to its customers.

Indostar believes, "To become successful in any business, customer's satisfaction is the

blessing of God." And Indostar is committed to deliver satisfaction to its customers by
delivering quality yarn. Indostar principle towards its satisfied customer base is, "Assure best
possible quality under best possible price in best possible time."

Upcoming PET fiber plant:-

SPNG group has started expanding its horizon by installing PET Fiber plant at Kashipur. This
plant will help in curbing environment by converting PET bottles into usable fiber to be used in
yarn manufacturing. It will be one of the best plant among high-tech plants in this segment.

Page | 33
Chapter - 3

Page | 34
 Data Analysis and Testing of Hypothesis
Data analysis and interpretation is very crucial part of research. The data analysis and
interpretation for this research is based on the primary data collected from the customers of the
company in Uttarakhand and Uttar Pradesh region. In this chapter the responses of customers
are collected by the researcher with the help of questionnaire and analyzed with the help of
IBM SPSS software.

The questionnaire consisted 8 questions & the researcher collected the data i.e answers of those
questions from 43 respondents, out of which 35 responses are considered for data analysis as
those 35 respondents given accurate & complete information whereas remaining 8 respondents
has given incomplete and vague information & they shown lack of interest in providing
information, hence those 8 respondents are not considered for data analysis.

For the appropriate analysis, the SPSS 21 version (Statistical Package for Social Sciences) was
used to derive frequency and percentage after the coding of data was done. The data then
tabulated, analyzed and shown with the help of pie chart. The following are the analysis of the
data collected from respondents of the company in both the regions.

Testing of Questionnaire:-

To check the reliability and validity of the questionnaire Cronbach’s alpha test was conducted.
Cronbach's alpha is the most common measure of internal consistency ("reliability"). It is most
commonly used when we have multiple Likert questions in a survey/questionnaire that form a
scale and we wish to determine if the scale is reliable.

Reliability Statistics

Cronbach's Cronbach's N of Items

Alpha Alpha Based on
Standardized
Items

.815 .819 8

Cronbach’s Alpha value for structured questionnaire is .815 which is greater than 0.8. i.e, α > 0.8.
Hence, Structured questionnaire is having good reliability for conducting this survey.

Page | 35
Data Analysis:-
Regression:-

(Table 1)
a
Variables Entered/Removed

Variables Variables
Model Entered Removed Method
1 Executives
behaviour,
Brand Name, . Enter
Quality, Prices,
TimeTaken

a. Independent Variables taken are Quality, Time taken, Prices, Brand Name, Executives
Behavior.
b. Dependent Variable: Overall Satisfaction.

(Table 2) Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate
a
1 .925 .856 .831 .285

a. Predictors: (Constant), Executives behaviour, Brand Name, Quality, Prices, Time Taken

Regression analysis has been done in Table 2, where value of R square is .856 which is greater
than .5 and nearby 1. So, it confirms that there will be a positive relation between the
independent variables and dependent variable.

(Table 3)
a
ANOVA

Sum of
Model Squares df Mean Square F Sig.
b
1 Regression 14.037 5 2.807 34.456 .000
Residual 2.363 29 .081
Total 16.400 34

a. Dependent Variable: Overall Satisfaction

b. Predictors: (Constant), Executives behaviour, Brand Name, Quality, Prices, Time Taken

In (Table 3) ANOVA table explains the statistical significance of the result which is
statistically significant at 0.000 which means p < 0. 05). Therefore regression model is
significant.
Page | 36
(Table 4)
a
Coefficients

Standardized
Unstandardized Coefficients Coefficients 95.0% Confidence
T Sig. Interval for B
Model
B Std. Error Beta Lower Upper
Bound
Bound

1 (Constant) -.080 .406 -.197 .845 -.911 .750

Quality .205 .060 .259 3.442 .002 .083 .327
Time Taken .230 .070 .304 3.302 .003 .087 .372
Prices .328 .062 .466 5.299 .000 .201 .454
Brand Name .022 .074 .023 .303 .764 -.129 .174
Executives .233 .078 .243 2.982 .006 .073 .392

a. Dependent Variable: Overall Satisfaction

The Coefficients Matrix table shows the unstandardized beta coefficients that gives a measure
of the contribution of each variable to the model.

Price is having the highest unstandardized beta value among all the factors i.e .328. It shows
price is having the highest impact on customer satisfaction.

Executive behavior, Time taken and Quality will also affect the customer satisfaction by
having unstandardized beta value of .233, .230 and .205 respectively.

Brand Name is having the least impact on customer satisfaction among all the variables with
lowest unstandardized beta value of .022.

Page | 37
Testing of Hypothesis:-

To test the hypothesis SPSS ver. 21 used. Statistical tools Regression analysis and one way
anova test applied at 95% confidence level.
a
(Table 3) ANOVA

Sum of
Model Squares df Mean Square F Sig.
b
1 Regression 14.037 5 2.807 34.456 .000
Residual 2.363 29 .081
Total 16.400 34

H01 : There is no significant relationship exist between the overall satisfaction and other
variables of satisfaction.
In (Table 3) independent variables are significant at 0.000 which means p<0.05. Thus, Null
hypothesis is rejected and we accept the alternate hypothesis (H1). It confirms that independent
variables have a significant impact on overall customer satisfaction (dependent variable).
a
(Table 4) Coefficients

Standardized
Unstandardized Coefficients Coefficients 95.0% Confidence
T Sig. Interval for B
Model
B Std. Error Beta Lower Upper
Bound
Bound

1 (Constant) -.080 .406 -.197 .845 -.911 .750

Quality .205 .060 .259 3.442 .002 .083 .327
Time Taken .230 .070 .304 3.302 .003 .087 .372
Prices .328 .062 .466 5.299 .000 .201 .454
Brand Name .022 .074 .023 .303 .764 -.129 .174
Executives .233 .078 .243 2.982 .006 .073 .392
Dependent variable: Overall Satisfaction

H02: There is no significant relationship exist between the customer satisfaction and

product quality.
In (Table 4), product quality (H02) is significant at 0.002 which means p < 0.05. Thus H02 is
rejected which means that, product quality does have significant impact on customer
satisfaction. Hence, we accept the alternate hypothesis (H2) i.e, there is a significant
relationship exists between the customer satisfaction and product quality.
Product quality will affect the customer satisfaction by having unstandardized beta value of .
205.

Page | 38
H03: There is no significant relationship exist between the customer satisfaction and time
taken.
In (Table 4) Time taken (H03) is also significant at 0.003 which means p < 0.05. In
consequence, H03 is also rejected which confirm that Time taken to deliver consignment does
have a significant impact on customer satisfaction when it comes to buying yarn. Hence, we
accept alternate hypothesis (H3) i.e, there is significant relationship exists between the
customer satisfaction and Time taken to deliver the consignment.
Time taken while delivering the consignment will affect the customer satisfaction by having
unstandardized beta value of .230.

H04: There is no significant relationship exist between the Customer satisfaction and
Price of product.
In (Table 4) Price (H04) is also significant at 0.000 which means p < 0.05. Therefore, H04 is
rejected which confirm that price does have a significant impact on customer satisfaction.
Hence, we accept the alternate hypothesis (H4) i.e, There is a significant relationship exist
between the customer satisfaction and price of product.
Price is having the highest unstandardized beta value among all the factors i.e .328. It shows
price is having the highest impact on customer satisfaction.

H05: There is no significant relationship exist between the Customer satisfaction and
brand name.
Brand Name (H05) is significant at 0.764 which means p > 0.05. Thus, Null hypothesis (H05)
is accepted which confirm that brand name does not have a significant impact on customer
satisfaction.
Brand Name is having the least impact on customer satisfaction among all the variables with
lowest unstandardized beta value of .022.

H06: There is no significant relationship exist between the Customer satisfaction and
Executive behavior.
Executive behavior (H06) is also significant at 0.006 which means p < 0.05. Thus, H06 is
rejected which confirm that executives behavior have a significant impact on customer
satisfaction. Hence, we accept the alternate hypothesis (H6) i.e, There is significant
relationship exist between the customer satisfaction and executive behavior.
Executive behavior will affect the customer satisfaction by having unstandardized beta value of
.233.

Page | 39
Chapter - 4

Page | 40
 Findings
Finding as per overall satisfaction :-

It has been analyzed using statistics one way anova, the hypothesis was formulated and
tested at 5% level of significance that the other variables of satisfaction has significant
impact on the overall satisfaction level of the customers. The results shows that P value
( 0.000) that reject our null hypothesis. It means that the other variables has significant
impact as a whole.

Finding as per Quality :-

It has been analyzed using statistics one way anova, the hypothesis was formulated and
tested at 5% level of significance that the Quality has significant impact on the
satisfaction level of the customers. The results shows the beta value (.205) and P value
( 0.002) that rejects our null hypothesis. It means that Quality has significant impact.

Finding as per Time :-

It has been analyzed using statistics one way anova, the hypothesis was formulated and
tested at 5% level of significance that the Time has significant impact on the satisfaction
level of the customers. The results shows the beta value (.230) and P value ( 0.003) that
rejects our null hypothesis. It means that Time has significant impact.

Finding as per price:-

It has been analyzed using statistics one way anova, the hypothesis was formulated and
tested at 5% level of significance that the price has significant impact on the satisfaction
level of the customers. The results shows the beta value (.328) and P value ( 0.000) that
reject our null hypothesis. It means that price has significant impact.

Finding as per Brand :-

It has been analyzed using statistics one way anova, the hypothesis was formulated and
tested at 5% level of significance that the Brand has significant impact on the satisfaction
level of the customers. The results shows the beta value (.022) and P value ( 0.764) that
accepts our null hypothesis. It means that Brand has no significant impact.

Finding as per Executive Behavior:-

It has been analyzed using statistics one way anova, the hypothesis was formulated and
tested at 5% level of significance that the Executive Behavior has significant impact on
the satisfaction level of the customers. The results shows the beta value (.022) and P
value ( 0.764) that rejects our null hypothesis. It means that Executive Behavior has
significant impact.

Page | 41
 Conclusion

 Factors like ( Price, Quality, Time Taken, Executive Behaviour) affects the customer
satisfaction.

 Brand image is not being seen as the matter of concern by customer while purchasing
yarn focus is moreover on quality, Price and Timely delivery of product.

 From result it can be concluded that among all the factors Price is among the top priority
of customers.

Page | 42
 Suggestions
 Company need to focus more over quality, price and timely delivery because these are
the factors which affects the customer satisfaction.

 Company can improve its production capacity. So, that it will help in delivering timely
consignment.

 Company should try to maintain its pricing policy as it is the factor which is highly
related to customer satisfaction.

Page | 43
 Bibliography
References:

1. Yoganandan.G (2013) “factors affecting the export performance of textile industry in

developing countries – A review of literature” International Journal of Commerce,
Business and Management. Vol. 2, pp 2319–2828.
2. Jiana Daikh(2015) “A Research Proposal: The relationship between customer
satisfaction and consumer loyalty” Johnson & Wales University –pp 42.
3. Ikilem Gocek(2007) “The perception of customer satisfaction in textile industry
according to genders in Turkey” International Journal of Social, Behavioral, Educational,
Economic, Business and Industrial Engineering Vol:1, pp193-196.
4. Md. Alauddin(2018) “Factors which affecting customer satisfaction in the garment
industry of Bangladesh” International Journal of Marketing Studies; Vol. 5,pp 64-74.
5. Devkumar S Callychurn(2017) “key success factors for the apparel manufacturing
industry: A Case Study at company X” proceedings of the world congress on engineering
vol.2, pp 2078-0958 Duchess university of technology, vol.5, pp22-29.
6. Professor Claes Fornell, Donald C. Cook (2008) “ American Customer satisfaction
index (Methodology report). Report published in The Regents of the university of
Michigan June 2008 edition.
7. Dr. Satinder Pal Singh, Bhawna Aggarwal and Nonis Jhamb (2017) Factors
Affecting Customer Satisfaction in Textile Industry: A Study of Vardhman Group. This
study was published in journal of cbsmohali Biz and Bytes (Vol. 8. Issue: 1, 2017
edition). E-ISSN: 0976 0458, Print ISSN: 2320 897X.
8. Senem Kursun and Yesim Iridag (2007) The study was conducted on Perception of
Customer Satisfaction in Textile Industry according to Genders in Turkey. Study was
published on Research gate Gocek. I (Istanbul Technical University) on Jan 2007.

Websites:-
www.ibef.org
www.texmin.nic.in
www.indostar.com
www.nitma.org
www.learnspss.com
www.ibm.com
www.ask.org
www.researchgate.com
Page | 44
 www.academia.org
www.checkmarket.com
www.survicate.com

Appendix

Questionnaire:-

A survey is being conducted on “B2B customer satisfaction towards yarn”. Kindly extend your
cooperation in filling the questionnaire. For the following questions, respondents should be asked
to indicate whether they satisfied (S), dissatisfied (D), strongly satisfied (SS), strongly
dissatisfied (SD), or are neutral (N).

Please rate on a 5 point scale the following attributes where 5 is strongly satisfied and 1 is
strongly dissatisfied:

S.No. Survey Questions SS S N D SD

1. Are you satisfied with the product range of the
company?

2. Do you think Quality of product is up to mark?

3. Are you satisfied with the time taken by the

company to deliver the consignment?

4. Are you satisfied with the packaging of the

product offered by the company?

5. Do you think the prices of the product of the

company are pretty much satisfactory?

6. Are you satisfied with the response of the

executive of the company?

7. Do you think Indostar is better than the other

players in the market in yarn supply?

Page | 45
8. Rate the overall satisfaction on the scale of 5
where 1 is strongly dissatisfied and 5 strongly
satisfied?

Page | 46