A study of customer satisfaction

INTRODUCTION
Marketing is a social and managerial process by which individuals
andgroup obtain what they need and want through creating and exchangingproducts
and value with others without marketing the products produced worldhave no use
and it would be considered to be important function in any business.
Customers estimate which offer will deliver the most value.Customers
are value maximize within the bounds of search costs and
limitedknowledge,mobility and income. They form as expectation and value and act
onit. Whether or not the offer lives up to the value exception affects
bothsatisfaction and repurchase probability.
Satisfaction is a person’s feelings of pleasure or disappointmentresulting
from comparing a product perceivedperformance (or outcome) inrelation to his or
her expectations.
Satisfaction is a function of perceived performance andexception.If the
performance falls short of exception, the customer isdissatisfaction.If the
performance matches the exception,the customer ishighly satisfied or delighted.
Many companies are aiming for high satisfaction becausecustomer who
are just satisfied. Still find it easy switch when a better offercomes along. Those
who are highly satisfied are much less ready to switch.According to the above
stated definition the products and consumer value couldbe created and exchanged.
A products is anything that can be offered to a market tosatisfy a need
or want “a products anything that can be offered to a market forattentionacquisition
uses or consumption that satisfy a want or need. Itincludes physical objects
services,persons,places,organization and ideas”customer value is difference
between values the customer gain from owing or using a product and cost of
obtainingthe products.

Today marketing must be understood not is the old sense of makinga
scale. “Telling and selling”but in the new sense of satisfying customer needs.
Customers took for various aspects to be present in any productsthat
they are willing to pay for. Hence it becomes necessary for the organizations.In the
present day world many come forward to give the customers what they need,they
enhances competition into the market.
PURPOSE
“Customer satisfaction provides a leading indicator of consumer
purchase intentions and loyalty.Customer satisfaction data are among the most
frequently collected indicators of market perceptions”.
“Everyone is chasing customer satisfaction yet again and theythink the
use of social media is important to the measures.The problemwith that strategy is
that if you simply achieve customer satisfaction It is simply meeting basic
expectations”.
You can run surveys,measure engagement,test theories etc. etc.
Butunless you go way beyond what is expected you will never win.
Most customers don’t really know what would exceed their
expectationsbecause they have never experienced it.Using simply surveys to define
what needs to be“customer focused” is like driving by looking in the rear view
mirror, crash!
Steve Jobs looked ahead of what the customer expected then made
thecompetition chase the bar he set. Lets now waste time asking the customer what
theywant,like or expect because the frame of reference is what they got,didn’t like
as thebar of expectation. Change the bar by innovating and instead of running
surveys and tryingto measure satisfaction you become the new paradigm of
satisfaction.

WHY SURVEY YOUR CUSTOMER?
The following are all compelling reasons to survey your customers:
Customer Loyalty:
Understand the magic – what they like about you and what theydislike.
Knowing what keeps them coming back over and over again isthe secret toyour
success.Loyalty is the magic when they start talking about you and referring you to
others.
Customer satisfaction:
Satisfied customer are those who do not have outstandingnegative issues
concerning you on their mind. This doesn’t mean everything has alwaysbeen
perfect. Sometimes things may not have gone all right. In all such situations
yougave your customers a chance to talk to you.sympathetic listening to customers
isessential. Online surveys provide a way where customers get a chance to get
theirside of the story out without being interrupted.
Effective Communication:
By inviting customers to talk to you and through careful designof your
survey you can effectively inform your customers about things they may notknow
or remind them of important changes or innovations in your organization.This is
clever because customers will read your survey more carefully than most
othercommunication you send them.
Importance of Customer Satisfaction:
The importance of customer satisfaction is apparent when you realize
that, without customers, you don’t have a business. A single unsatisfiedcustomer
can send more business away from your company than 10 satisfied customers. The
more you focus on customer retention and customer support, the more long-

termbusiness you’ll get. It’s worth it to focus on customer satisfaction
st8rategies,no matterhow large or small your company is.
Understanding the needs of the customer is critical:
A business relationship, just like any other relationship,relieson both
people getting their needs met.No matter what type of business you are in, all
customers want the same thing.They want to feel welcomed and appreciated by you
and your staff. They don’t want to get the impression that they are just being used
by you for money. Small interactions like “Thank you” and a nice smile can go a
long way toward customer satisfaction.
Make sure your employees operate with the same principles:
A big part of customer satisfaction is reliability. If customers come to
expect a certain mode of behavior from you and your employees, you should
deliver it to them each and every time. Customers want to be able to reply on you.
They expect consistent delivery times and support. By training your employees to
treat all customerswith the same respect, your customers will all have the same
experience with your company, which will increase customer satisfaction.
Be honest when you don’t meet expectations:
Customer satisfaction is at its most important when somethinggoes
wrong in the chain of delivery. Whether a customer was double charged or didn’t
receive what she ordered, your employees need to handle the situation with the
utmost care. Your employee should apologize and take steps to rectify the situation.
The phrase“the customer is always right” is at the core of a good customer misread
the instructions ormade the mistake; your employee should take steps to make the
customer happy.

ADVANTAGES OF CUSTOMER SATISFACTION SURVEYS
Up-to-date feedback:
Gather current customer feedback on various aspectsofyour company.
You can stay on top of customer trends through regularly scheduled online surveys
or email surveys, and receive instant customer feedback. It is always useful to
acquire insight into how your customers are currently reacting to all aspects of
yourbusiness.
Benchmark results:
You can administer the same survey every so often tocustomers to gain
continued insight into your customers. Surveys can have the same questions, which
will allow you to compare data overtime and benchmark survey data across
previous years to determine if any changes need to be made.
Show that you care:
Customers like to be asked for their feedback. It givesthe customer to
gain continued insight into your customers. Surveys can have the samequestions,
which will allow you to compare data over time and benchmark survey data across
previous years to determine if any changes need to be made.
DISADVANTAGES OF CUSTOMER SATISFACTION SURVEYS
Too many surveys, so less time:
Your customers are bombarded with online surveys. Surveys may be
simple to complete, however, some people simply don’t like to complete
them.Sending surveys too often can irritate customers and lead to customer
burnout. Customer burnout can result in low response rates or result in lower
satisfaction scores, despite your reputation for providing excellent products or
services.

Privacy Issues:
We live in a high-tech environment filled with daily doses ofunwanted
junk email, email solicitations, and sales calls. When taking an online survey or
aphone survey, it is hard for your customers to believe that they aren’t being
tracked. Because of insecurities of releasing private information, customers today
are hesitant in giving out information that may lead to more junk email and
unwanted calls. Make certainto assure customers that the information they provide
in response to your customer satisfaction surveys will not be used. Without this
disclaimer, it may be difficult to receive a good response rate.

COMPANY PROFILE
Date of establishment 1965
Address 150,(new no.68), lux church road, II floor ,mylapore
Chennai-600004,tamilnadu
Branches Bangalore & Chennai
Management team B.A Kodandaraman – chairman & managing Director
B.A Chandrasekaran, joint managing director
B.A srinivas - joint managing director
Over view Viveks Ltd. operates three retail brands: viveks,
Jainsons, and premier. it is the largest consumer
Electronics and home appliances retail chain in INDIA.
The group consists of vivek agencies, vivek service
Centre, and vivek lockers. its products include air
Conditioners, refrigerators, audio systems, cameras
Computer, dish washers, home theatres, kitchen
Appliances, microwave vans, mobile phones,
VCDs/DVDs and washing machines.
The number of stores of vivek enhanced from 3 stores
To 53 stores and turnover increased to rs.350 cores
(USD 80 million).the company received VM-RD retail
Design award for the best store visual merchandising. It
Also received special jury award for the best shop fitting
Store in the country.
Vivek Ltd. Is a professionally managed public limited company carrying three
retail brands-viveks, jainsons, adding to the strength of 1000 employees.Viveks Ltd is
one of the most the most leading and respected consumer electronics and Home
appliances retail store in INDIA.
Vivek popularized several brands by creating visibility and has the Distinction
of being a market dealer and trendsetter with continuous support from the principal

companies. Reliable services are ensured through cordial customerRelationships.CII
and mickinsey raved about the viveks brand as ‘’more trusted as The brand sells’’.
THE STORY OF VIVEKS
B.A. lakshminarayana settee influenced by the ideals of swami Vivekananda
setup a small Shop a small shop of 2000 sq.ft.at mylapore, Chennai, with an investment
of only Rs.10,000 (USD 230) to sell electrical fitting and folding chairs. Added slowly
radio, fans, mixers, irons, Heaters, and other house holds. He named his business
viveks& co inspired by his guru Swami Vivekananda. B.A. kodandaraman took over
his reins after the demise of his brother B.A. Lakshminarayanashetty and increased the
turnover of rs.1.65 lakhs(USD 3840) in the first year of the stunning figure of 28 cores
(643680) by 1980.
During the initial stages the consumer durable electronics’ were consolidated
luxury to make themReach the mass middle classes families. Viveks started in house
easy monthly installmentsscheme.This also helped the company to increase its business
and gain new customers.
HISTORY OF VIVEKS
FOUNDER'S VISION
 Offering the best products to people on the most affordable terms;
 Rendering uncompromising customer care
 Offering employment to the deserving and the needy
 Serving the larger interests of the society in ways dear to him
THE CONCEPT OF ''MORE''
With the opening of two new showrooms at purasawalkam (1968) and T.nagar
(1980), viveks and co broke new ground by being the first to the widest range of consumer
durables under one roof .

Viveks had spent several years laying the foundation for an explosive growth. Its
mission was to be INDIA's first truly world class , consumer durable retailing
chain. It aimed to achieve this through.
 Geographical expansion,
 Upgrading operational standards,
 Widening its product range,
 Offering easy finance solutions
Its strategy was to offer customer's ''more'' of everything, viz.
 More space
 More products
`
 More brands and models
 More service
 More attractive promotion
Thus, was born the concept of viveks ''The unlimited shop''
While the first 30 years saw the setting up only 3 showrooms, the
subsequent 4 years saw spurt of growth – an addition of 50 more showrooms through
the expansions and acquisitions
By these strategic initiative for rapid expansion, by incorporating Viveks Its in 1994,
established its dominance in the two states on Tamil Nadu and Karnataka With 51
showrooms covering a retail space over 1, 75,000sq.ft and boasting of a group turnover
of Rs. 400 Cores!!
The future plans envisage setting up of 50 more showrooms in south India

OUR MANAGEMENT TEAM
such a meteoric growth has been made possible by the dedicated efforts of the three
Setty brothers, who always ensured that Viveks was ahead of its time by creating and
establishing competitive, advantages introducing systems to enhance operational
effectiveness, changing with times, Without in anyway.
More then 800 lockers and provides safe storages facility. The Lockers are
certainly situated in the city of Chennai for customer convenience, the board of
directors of Viveks Lockers consists of renowned professionals varied schemes were
introduced to suit customer requirements Viveks Lockers opened a second branch in
Nanganallur Chennai in 2002.
VIVEK AGENCIES
Viveks with a novel approach to retail business ventured into a new area in the
distribution channel. Viveks groups realized the importance of an integrated approach to
retailing well ahead of time and set up a distribution firm Vivek Agencies in 1976.
Starting with the distribution of sumeet mixers, the company has added a whole range
of products to its distribution basket.
CUSTOMER SERVICES
At Viveks, all imitative is taken towards continuous advancements in serving the
customer. One of our most recent endeavourer is the Viveks Service Center, set-up to
provide comprehensive technical assistance in product services, installations and repair.
Viveks Service Center was inaugurated on 10th September 2004 with a pooja to
being things on an auspicious note. The Viveks Service Center incorporates the latest in
design and style elements. So as to create a pleasing environment for customer and
employees alike. Much attention was paid to create a state of the art work conditions for
employees and the perfect ambiance for customers.

The service centre operate under a centralized support office which covers all
functions of administration, finance, marketing, humans , inventory and most
Importantly a good customer support team and a dedicated multi-line customer service
Call centre.
Viveks service centre is already the most sought in after in service of sumeet Mixers
and is fast gaining popularity with in other categories. A living testament is the
100000+customer serviced during the last financial year alone. The service centre is
authorized by sumeet, Panasonic, kan star, Samsung, Voltas, haier, Hitachi, LG,
morphy Richards and many more.
Viveks services centre strives to provide a one-stop to serve all categories and
brands of house hold consumer durables from white goods, brown goods, domestic
Appliances and lifestyle products.
Viveks service centre is by far the largest consumer durable retailer
development Initiative in the country. The flagship outlet is located in the heart of the
city at mylapore and spreads across Sq. ft. with an additional nine branches located at
prominent locations across Chennai. Together covering over 20,000 Sq. Ft. and
employing over 350.
BRANCH LOCATIONS
 Mylapore
 Adyar
 Anna nagar
 Ambattur
 Purasawalkam
 T.Nagar
 Vadapalani
CERTIFICATION
National electronics services dealers association, USA-viveks service centre is a certified
international member.

AWARDS AND RECOGNITIONS
Awards and recognitions are an integral part of viveks history as
it is more trusted than the brands it sells!!
The latest, of national and global importance are………
 Platinum award from Panasonics (ideas for life) 2008-2009.
 Usha fans- star performer modern retail 2007-2008.
 Canon- best performing partner.
 Excellence award form sowbaghya our channel partner
2007-2008.
 Highest performance award (chain stores) from Voltas 2007.
 Best performance award form Sony 2007.
 Star award from godrej 2006-2007.
 Outstanding contribution from Tata sky 2006-2007.
 Best delar award (all categories sales) from Sony 2006.
 Images retail Awards, the first of its kind in India, held in New Delhi during
September 2004 saw viveks bagging the retailer of the year award in the consumer
electronics section.

NEED FOR THE STUDY
The need for the customer satisfaction is necessary for all business or
small. The satisfaction of the customer is an important task. No matter what type of
business operators customer are needed customers are vital for the success of the
business . The quality of the customers ‘s services at any point can affect theoverall
relationship a customer has with the company. Customers that have excellent marketing
and communication can harm their sales through poorly executed customer service.
Customers are who can make a business successful.

OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE:
To study the satisfaction level of the customers of VIVEKE PVT. LTD Company.
SECONDARY OBJECTIVE :
 To find out the major factors that influences the customers while
buying the product.
 To know the customer opinion for a particular product .
 To know the market demand for the product.
 To obtain feedback on the enquiries they get through online
Promotional strategies.
 To identify the relationship existing between services offered and
Level of satisfaction.

REVIEW OF LITERATURE
MARKET
A market is defined as an aggregate of the potential buyers for a Product of service.
The common use of the term may imply any of the following.
 A place where market is help.
 An assembly of people.
 An act of buying and selling.
 An assemble of commercial activities.
The term market is used to denote “anybody or person who are in intimate relation and
carry extensive transaction in any commodity”.
DEFINITION OF MARKETING:
The term marketing by AMA define as follows “marketing is the
process of planning and executing the conceptionPricing, promotion and distribution of
ideas goods and service to create exchanges that satisfy Individual and organization
objectives.
When “phillipKotler” said “marketing is specifically concerned with
how transactions are created stimulated, facilitated and valued”,
MEANING OF MARKETING:
The term marketing has been derived from the word market. Marketing is
an exchanging or a transaction intended to satisfy human needs or wants.
Features of modern marketing
 Modernmarketing is consumeroriented.
 Modern marketing starts and ends with the consumers.
 Modern marketing precedes and succeeds production.

 Modern marketing is the guiding elements of business.
OBJECTIVES OF MARKETING
 To develop an intelligent appreciation of modern marketing
practices.
 To provide guiding polices, regarding marketing procedures and their
implementation.
 To study marketing problems according to circumstances and to
suggestsolution.
 To analyses the shortcomings in the exiting of marketing.
 To enable successful distribution of agricultural products. Our minerals
wealth and manufactured goods.
 To enable managers to assess and decide a particular course of action.
Marketing which has converted “yesterday’s luxuries into today’s
necessaries”
CONSUMER SATISFACTION
MEANING:
According to “Drucker” the real purpose business is to create customers
according to “phillipkotler” the marketing concept is a consumer oriented backed by
integrated marketing aimed at generation customer satisfaction as key to satisfying
organization goals.
Characteristics of customer satisfaction

 Improve the responsiveness and effectiveness of service
providers in target areas.
 Link regular customer’s feedback to quality service improvement plans.
 Change the power balance for customer s in poor and vulnerable
neighbourhoods and the organization agencies and customer service
standards and accountability.
 Customer oriented vision that is clearly defined and communicated.
 Timeliness and convenience professionalism, assurance and tangibles such
as physical facilities and equipment and appearance of the personnel.
Objectives of consumer satisfaction
 Our customer will be treated professionally, efficiently and withcourtesy at all
times
 All enquires will be respondent to same day are received.
 We will supply quality products at competitive prices.
 We will Endeavour to dispatch all stock items within 24 hours,within the limits of
their viability.
 We guarantee to given full attention to personal service andcustomer satisfaction.
Features of consumer satisfaction
 Satisfying our customer is an essential element to staying in business in
this modern world of global competition.

 We must satisfy and even delight our customers with the values.
 Software products and service to gain their loyalty and report business.
 Customer satisfaction is therefore a primary goal of process improvement
programs.
 Customer satisfaction surveys can provide management with the
information.
Stages of consumer satisfaction
Production Orientation
Management Orientation
ConsumerOrientation
Production Orientation
This was a stage where products instead being with the
consumer preference concentrated on the mass production of good for the purpose of
profit. They cared very little about the customers.
Management orientation

It holds the key of the organization is to determine the need, wants and values of a
target market and to adopt the organization to delivering the desired satisfaction more
efficiently that its competitors in a way that preserves or enhance the consumers and
society’s well being.
Consumer Orientation
Under this stage only such products are brought forward to the markets
which are capable of satisfying the taste, preference, and expectations of the customers
now the market is under the 3rdstage that way the manufacture more on customer
satisfaction.
Factors of consumer satisfaction
Value of price:
There must be knowledge about customer’s current values. There must be
knowledge about normal values either to reduce a customer’s current cost or increase
the current earnings. There must be knowledge about resulting added values.
Product quality:
Quality is an assessment of the general goodness of a product. It is the sum total
ingredients or component the product and that contributes to the value for its products.
Product benefit and features:
Benefits are the specific user values that enhance a customer’s activities or
operations, features and the physical ingredients or components that yield. The benefits

and the features can be independently satisfaction of each other one can satisfy while
the other don’t.
Reliability:
Reliability is the combined effect of product and supplier dependability. It
is an amalgam how well a product works in comparison to its promise and the diligence
of the supports in ensuring the product performance.
Sales Experience:
Consists of all inter- personal relationships between suppliers and customers
that surround a sale. It includes the customer’s reaction to the supplier’s representative’s
selling strategies knowledge of the customers business ability to partner, promise and
proofs a values and commitment to deliver and implement what they sell.
Convenience of acquisitions:
Convenience is the ease with knowledge of supplier’s product, testimony Of
its cost effectiveness and acquisition of the product and its related service can be
obtained. Convenience conserves the customer’s indirect costs of acquisition and
certified the customer sensitivity of the suppliers.

RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
AIM OF THE STUDY:
The aim of survey was undertaken with the sole aim of determining the
consumer satisfaction towards viveks limited.
RESEARCH DESIGN:

The research design adopted for this project is descriptive research studies are
those which describing the characteristics of a particular individual or a group.
SAMPLING:
A sample has the name implies is a smaller representation of large or whole
In other words a section of the population selected from the later in such a way that
they are representation of the universe is all sample.
SAMPLE DESIGN:
The same design adopted for the project is non probabilistic sampling when
population elements are selected for inclusion in the sampling base on the care of
access it can be called convenience sampling.
AREA OF STUDY:
The survey has been conducted intensively in the viveks Showrooms especially in
VADAPALANI branch.
SOURCES OF DATA
Primary data:
The aim of the research way to analyses the consumer satisfaction so the
primary data (first hand data) one required gathered from the different respondents
through the circulation of questionnaires for the satisfaction of the objectives of the
research.
Secondary data:
Secondary data are the magazines, journal, service rates, and regulation
provided the researcher with information on the topic.
Data collection method:

The primary data has been collected with the help of questionnaire. The
questionnaire consists of a set of structured closed ended and opened ended question
relating to the topic structured undisguised is exactly the same older to all
respondents. The close ended questions were used to extract those kinds of answers
from respondents which would be easier to interpret and tabulate.
Analysis of data:
After the data has been collected the researcher turns to the task of analyzing
the data required a number of closely related operations such as establishing of
categories the application of these categories to row data through coding.
Chi-square:
The x^2 test is one of the simplest and more widely used son first is
parametric test is statistical work. The x^2 is the Greek letter “chi” Karl pearl son
first used the chi-square test. He defined as chi-square.
X^2 = (Oij-Eij )^2/Eij
O – Observed frequency
E – Expected frequency
The quality chi-square describes the magnitude of the discrepancy between
theories and observations. The calculated value is compared with the table value of
chi-square given degree of freedom at a certain specified level.
If the calculated value is more than the table value it is considered to be
significant. If on the other hand the calculated valued is less than the table value it is
not considered as significant.

SAMPLE SIZE:
The sample size of 50 was taken by the research for the research which is
based only the response gives by the customers of viveks.

A study of customer satisfaction

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A study of customer satisfaction