Description
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.
A STUDY ON CUSTOMER PREFERENCE AND BRAND AWARENESS TOWARDS PUMPS WITH SPECIAL REFERENCE TOWARDS MAHENDRA PUMPS PROJECT REPORT
Submitted to the DEEMED UNIVERSITY in partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION By B.KARTHIK Register No: 35104145 Under the Guidance of Mrs. K.Vasanthi Kumari MBA.,M.PHIL.
SRM COLLEGE OF SCIENCE AND TECHNOLOGY SRM INSTITUTE OF MANAGEMENT STUDIES KATTANKULATHUR – 603203. MAY 2006
BONAFIDE CERTIFICATE
This is to certify that this project report titled “A study on Customer Preference towards Mahendra Pumps Pvt. Ltd.,” is the Bonafide record of work carried out by MR. B.KARTHIK (Reg.No. 5104145) in partial fulfillment of the requirements for the award of Master of Business Administration degree of the Deemed University during February 2006 to April 2006 under my guidance.
Mrs.K.Vasanthi Kumari Lecturer.
Mrs.Dr.JayashreeSuresh, Dean
INTTERNAL EXAMINAR
EXTERNAL EXAMINAR
Declaration I hereby declare that the dissertation entitled “A STUDY ON CUSTOMER PREFERENCE AND BRAND AWARENESS TOWARDS MAHENDRA PUMPS PVT. LTD.,” submitted to the Deemed University in partial fulfillment of the requirements for the award of Master of Business
Administration is a record of original project work done by me under the supervision and guidance of Mrs. K.Vasanthi Kumari, MBA, M.PHIL.
Place: Date:
(B.KARTHIK)
ACKNOWLEDGEMENT The researcher extends his sincere thanks to Principal, S.R.M. College of Science and Technology, for granting me the permission to carry out the project.
I take this opportunity to thank the Head of the Department Mrs.Dr.JayashreeSuresh, Dean, for granting permission to carry out this project. I extend this deep gratitude to my project guide Mrs.K.Vasantha Kumari, MBA., M.PHIL., for the timely advice and encouragement given to me during the period of this project.
I am extremely grateful to Mr.MAHENDRA RAMDASS, MANAGING DIRECTOR, Mahendra Pumps Pvt. Ltd., Coimbatore for guiding me in the course of my project work.
Renowned thanks goes to my family members & friends for what they were and what they are always motivating me. To all those respectable persons whose contribution is more on this study to move the right path. TABLE OF CONTENTS Page No. I Introduction 1.1 Introduction 1
1.2 Objectives of the study 1.3 Scope of the study 1.4 Limitation of the study
3 4 5
II Research methodology 2.1 Research Design 2.2 Sampling Design
6 6 7
III PROFILES 3.1 3.2 3.3 Industry Profile Company Profile Product Profile 8 13 16
IV. DATA ANALYSIS AND INTERPRETATION
21
V. FINDINGS
45
VI SUGESSTIONS
46
VII. CONCLUSION
47
VIII. ANNEXURE
48
LIST OF TABLES
Table No: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.
PARTICULARS
Page. No 21 22 23 24 25 26
Classification of respondents based on age Classification of respondents based on area Table showing the income group of the respondents Table showing the respondents nature of the job Table showing the purpose of using the pumps Table showing the services offered by the company
Table showing the awareness of the respondents towards the company 27 Satisfaction of respondents towards the size and model of pumps Table showing the brands using by the respondents 28 29
Table showing the awareness of the respondents towards various pumps30 Table showing the media which influence the respondents 31
Table showing the opinion of the respondents towards various attributes32 Table showing the ranking of Brands with quality as an attribute Table showing the ranking of Factors towards Mahendra Pumps Table showing the types of pumps preferred by respondents 33 35 37
Table showing the respondents attitudes towards the delivery of pumps 38 Table showing the company’s acceptability of complaints Table showing the services offered by the company Table showing the present market position of the company Cross classification between the respondents based on area and the respondents towards the company Cross classification between the services offered and present position of the company 39 40 41 42
21.
43
LIST OF CHARTS
Chart No: No 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.
PARTICULARS
Page.
Classification of respondents based on age Classification of respondents based on area Chart showing the income group of the respondents Chart showing the respondents nature of the job Chart showing the purpose of using the pumps Chart showing the services offered by the company
21 22 23 24 25 26
Chart showing the awareness of the respondents towards the company 27 Satisfaction of respondents towards the size and model of pumps Chart showing the brands using by the respondents 28 29
Chart showing the awareness of the respondents towards various pumps30 Chart showing the media which influence the respondents 31
Chart showing the opinion of the respondents towards various attributes32 Chart showing the ranking of Brands with quality as an attribute Chart showing the ranking of Factors towards Mahendra Pumps Chart showing the types of pumps preferred by respondents 33 35 37
Chart showing the respondents attitudes towards the delivery of pumps 38 Chart showing the company’s acceptability of complaints Chart showing the services offered by the company Chart showing the present market position of the company 39 40 41
Cross classification between the respondents based on area and the 42 respondents towards the company
21.
Cross classification between the service offered and the present position of the company
43
PUMP INDUSTRY – AN OVERVIEW Introduction:
The study entitled “A Study on the Consumer preference and Brand awareness on various pumps” was conducted in Coimbatore with special reference to Mahendra Pumps. The study was undertaken to know the preference level of consumers towards various pumps. The study covers various brands like Open well submersible pumps, Borewell submersible pumps, Monobloc pumps, Compressor pumps, Jet pumps, in relation to various aspects. The survey was conducted by collection from various consumers (Dealers).
The expectations of the consumers are quite high. Many expect high performance, Zero error in billing and in need of more collection centers. The experience of the consumers and their rating of the pumps are moderate, proper awareness should be given importance. As the study was limited to Coimbatore town only, it was possible to understand the demographic profile and consumer preference.
The preference of individual consumers depends mainly on annual income and actual performance of the product as well as external influencing factors like society and etc.; consumers prefer the advice of others also. Consistency in performance, level of satisfaction has a major impact. The study of consumer preference towards pump users gives an idea of individual preference towards the product based on various influencing factors like Price, group influences, social influences and psychological influences. It also gives an idea on rating of product done by the consumers generally etc, particularly relating to Coimbatore.
The main objective of the study was to identify the preference level and Brand awareness of Mahendra Pumps Pvt. Ltd., in the consumers mind, to know the reason for
preferring the particular brand over the other brands and finally to receive the suggestions for the further improvement.
The type of research undertaken for the study was Descriptive Research and the sampling design was judgmental sampling.
Both primary and secondary data was collected by interview method and referring the company manual and website of the company. The statistical tool used in the study was percentage analysis, ranking method, chi square test.
The limitation of the study was that the data provided by the respondents may be false at times and it is confined to 150 consumers only and conducted in Coimbatore only.
Objectives of the study:
Primary Objective:
To identify the customer preference and brand awareness towards of Mahendra pumps Pvt. Ltd., Coimbatore.
Secondary Objective: ? ? ?
To identify the factors which influence the customers in choosing various pumps.
To identify the factors which determine the selection of a particular brand.
To offer suggestions to improve sales.
Scope of the study:
It helps the organization to understand the consumer psychology on choosing the service so that easily the services can be positioned.
It assesses the preference of choosing various pumps by the respondents .
This study helps us to know the consumer perception towards Mahendra Pumps and other competing brands.
It also helps to asses the real opinion and mindset of consumers and aids to meet out their expectation in future in turn that will increase the volume of sales .
It helps the company to understand the efficiency of existing service providers to the consumers, so that it can create the root for further improvement .
It identifies the usage level of the consumers so that it helps the company to educate the customers towards the services availability. So that it really creates an impact on consumer preference towards the services.
Limitations of the study: ¾ Some of the respondents are not willing to give an interview while some are refusing to answer the questions. ¾ Time given for collecting and analyzing the data is not sufficient ¾ The researcher collected details only from 150 respondents, the sample size is small when compared with population. So it may not reveal the exact opinion of the respondents. ¾ Since the study is restricted with Coimbatore city it may not reveal to other areas.
Research Methodology: Research is a scientific and systematic search for pertinent information. The research is carried out to arrive at a conclusion in order to find a new relationship by selecting representative subsets with the size of about 150 customers within a particular framework is called research methodology.
Research design: It is a conceptual structure within which research should be conducted. Thus the preparation of such design facilities research to be as efficient as possible and will yield maximum information.
Descriptive Research: Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual or a group. The type of research that ‘s done is descriptive. Data Collection: The primary data was collected in the form of personal interview. Secondary data was collected by means of journal, magazines, websites & newspaper. Research Instruments: The research instrument used in structured questionnaire having Closed-ended questions. Questionnaire is the tool used for the collection of data. Closed-ended questions: It refers to the questionnaire in which the respondent is given a limited number of alternatives, from which he has to select the one which closely matches the questionnaire or attitude with Dichotomous Questions, Multiple choices and Ranking Method.
Sample Design:
Sampling: Sampling design is the process of selecting representative subsets of a total population for obtaining data for the study of the whole population. The subset is known as sample. Sampling Population: The first step in the sampling process is the definition of the population, which can be defined in terms of elements, sampling units, extend and time. For the present study undertaken the population was consumers who using various pump service like Centrifugal Monoblock Pumps, Borewell Submersible Pumps, Jet Pumps etc., . Sampling Size: The idea of the size of the sample which has taken for the project study is about 150 customers. Tools Used: The tools used for interpreting the samples are percentage analysis and ranking method such as Chi-Square Test. Percentage Method: Percentage refers to the kind of a ratio. Percentage is used in marketing comparison between two or more series of data and to describe relationship. Chi-Square Test: Chi-Square test is used to test the goodness of fit. The test used to find out whether the difference between the expected and observed values is significant or not. Chi-Square test = ? (Oi - Ei) 2 / Ei
INDUSTRY PROFILE
Pumps are the vital elements in an enormous range of fluid handling applications & range from small household pumps to immense units utilized in the water, chemical and energy industries. pump performance requirements and duties vary considerably in terms of material of construction, wide range of temperature, pressure, viscosity, density etc. pumps are employed in almost all the industries.
Growth of Pump Industry Although some pumps were used in 19th century, the real growth of pump industry took place in 20th century.
1905: Multistage Centrifugal Pumps were developed. 1929: Considerable light was thrown on the vexing problem of pressure pulsations in large hydraulic turbines and pumps. 1932: Proper understanding of the origin and nature of pressure pulsations & the accompanying, vibratory, structural, mechanical response. 1955: Dependence of cavitation erosion on liquid was established. This led to an understanding of why high-energy pumps are ore likely to suffer from this damaging phenomenon. 1956: How the thermodynamic vaporization properties of the pump liquid could lead to reduction of cavitation activity at high temperatures at the same NPSH(Net Positive Suction Head). 1994: How cavitations can cause profound instabilities in pump & inducer operation. 1990 – 2000: it is found that sometimes obscure fluid phenomena can produce mechanical instability in rot dynamic pumps. Drivers of Pump Development Industrial Revolution: Pump industry has been fueled by the massive demands on the industrial revolution that built our modern society. Post World War II Expansion: In order to satisfy the pent-up demand that had gone unfulfilled in war years. Here the emphasis was on large, multistage electric utility boiler feed water pumps & oil-field injection & pipeline pumps.
Energy Crisis: Energy crisis all over world led to lot of research & development work for develop in energy sufficient pumps & systems. Environmental Challenges: Curbing emissions was the paramount concern. This influence has led to better sealing of pumps including seal less, magnetically coupled chemical pumps. The ultimate product in this regard could be ‘integral motor pump.’ Globalization: The fluid engineering &other technical challenges are assumed to be solvable by the MNC who emphasis quality, productivity & faster delivery of the product in order to battle global market share. The apparently mature pump product has a lot of room for improvement. The technical improvements will continue to be necessary to maintain global competitiveness.
Applications of Pumps: Various applications of pumps are listed below: Transportation: It is a prime function. Circulation: For homogenizing the temperature and/or composition of fluid. Mixing: Two or more streams can be connected at the suction of pump & mixing can be achieved. Injection: High pressure can be developed by using pump & fluid that could be injected in pipe or tank.
Metering: Pumps can be used as metering device Pressure Reducing Device: Rotary pumps can be used for reducing the pressure in polymers. Agitator Pump: Submersible pumps keep the solid in suspension & prevent setting. Vacuum Generation: Liquid ring vacuum pumps are well known. Dry vacuum pumps are also well developed. Reactor: When two liquids are to be reacted with very small residence time then pump can be used.
INDIAN PUMP INDUSTRY - A REVIEW The Indian Pump Industry has more than 500 manufacturers of large, medium and small scales with worker strength of over 30,000 producing of about 1.2 million pumps. Indian market for pump is estimated to be Rs.25,000 million growing at an annual rate of 8%. Indian Pump Industry at present met the pump requirements of 95% of applications. Indian Pump Manufacturing Association has been founded by Indian Pump Manufacturing Industry.
Objectives of IPMA: ? Interact with Governmental, technical and standardization authorities for prompting the growth of pump industry, both qualitatively and quantitatively. ? Coordinate with users of pumps, consultants and manufactures of components and prime movers, in order to bring product standardization and technology up gradation. ? Disseminate information on the developments in the pump industry in India and abroad. ? Identify and strengthen industry’s role in the techno-economic development of the country. ? Act as a catalyst to bring about growth and development of the Indian Pump Industry inline with global trends. ? Work towards globalization of Indian Pump Industry and integration into world economy. ? Create awareness and support industry efforts on quality, technology up gradation, export etc. ? Identify and address special needs of small-scale sector.
Activities of IPMA: IPMA plans and undertakes various activities from time to time, such as:
? ? ? ? ? ? ?
Holds Regional, National and International Conferences, Seminars, Workshops, Meetings, Trade Fairs and Exhibitions. Submits recommendations, represents and memoranda. Sponsors delegations. Publishes quarterly journal, directory and other literature from time to time. Strives to promote exports. Maintains liaison with similar Associations within and outside India. Spreads awareness and extends participation of the industry on national concerns like energy conservation.
Coimbatore’s First pump was produced at DPF in the year 1928. India’s First Motor Produced at M/S Argus Industry in Coimbatore in 1937. ? ? ? ?
Coimbatore contributes more than 40% of country’s total requirements. Till 1928 all pumps were imported from other countries. Till 1936 all motors were imported from other countries. Then India entered into the field of pump and motor manufacture and the import of pumps and motors stopped entering the Indian Market
?
Swadeshi Indian Pump Industry had made a transition in letting out water from wells with bullet drawn technology to electrically activated pumps with better efficiency.
?
This had paved the way for Green revolution in Indian agriculture sector.
COMPANY PROFILE
Today, Mahendra group is represented by a number of companies in various domains.
The first company to be formed was Mahendra Pumps (P) Ltd., Established in 1960, it started the production of agricultural pumps & motors. Then came the inception of Mahee Engineering (P) Ltd Unit - I. Instituted in 1973, Mahee Engineering (P) Ltd Unit - I. deals with the manufacturing of pumps for portable engines. In 1977 Marvel Engineering Industries was established. This unit is involved with the manufacture of domestic pumps & single-phase pumps for agricultural application.
In 1985, Mahendra Submersible Pumps (P) Ltd dealing with the manufacturing of Submersible pumps & Jet pumps for domestic & agricultural application was founded. The institution of Mahendra Spinning Mills Pvt. Ltd. in 1991 marked the extension of Mahendra group's expertise in the textile domain. This unit deals with the production of Cotton Yarn.
The Mahee Engineering (P) Ltd Unit - II, established in 1996 deals with the Manufacture of Bore-well compressor pumps.
Mahendra Group of companies is having four decades of experience as a premier manufacturer of pumps in India. The expertise that comes from constant innovation of an insight on customer requirements and products that spell excellence both in terms of quality and performance, all combine to make Mahendra one of the most trusted names worldwide.
Corporate Office of the company is in Mahendra Pumps Private Limited, Puliakulam road, Coimbatore.
Sri K. Ramdass and Sri R. Krishnamoorthy started Mahendra Group of companies in the year 1960. What was started as a foundry unit and later embarked upon for manufacture of agricultural pumps and motors, has today grown into a group of companies comprising of::
MILESTONES OF THE COMPANY
YEAR
COMPANY
PRODUCTS
1996
Mahee engineering (p) Ltd.,
Manufacturing bore well compressor pumps.
1991
Mahendra Spinning Mills Pvt. Ltd.,
Production of cotton yarn.
1985
Mahendra Submersible Pumps (p) Ltd.,
Manufacturing submersible pumps for domestic applications.
1977
Marvel Engineering Industries
Manufacturing domestic pumps for Agricultural applications.
1973
Mahee Engineering (p) Ltd.,
Manufacturing pumps Unit-I for Portable engines
1960
Mahendra pumps (p) Ltd.,
Production of agricultural
pumps and motors commenced.
Management of the company comprises of Sri.K.Ramadass as Chairman and his three sons- Mr.Mahendra Ramdass, Mr. VidhyaSagar Ramdass and Mr. JaiKumar Ramdass- as Managing Directors. Overall turnover of the company is around 50 Crores.
Quality Policy of the Company:
“To achieve excellence through continuous improvements in products, service, skill level and adherence to standards and systems.”
Branches and Dealer Network:
Mahendra Company is having a dealer network of 2000. Company insists the dealers to keep stock of a minimum of 200000.
Regarding the dealer’s appointment. Company will look into the creditability and reputation of the dealer mainly and also look whether he has past experience in a reputed company. Also he has to give a security deposit between 10000 and 50000 to the company. Dealer must be capable of investing in company and its products and also he must capable of achieving sales targets.
Coimbatore is the place where manufacturing is done and products would be send to different branches, then to Dealers and then to Customers.
Company is having 15 branches allover the country. But as the company is situated in Coimbatore, there is no branch in Tamilnadu. Instead the company is having a Showroom called “Mahendra Agencies.” Thus the sales are done in Tamilnadu.
PRODUCT PROFILE
Mahendra’s pumps are designed for various application ranging from domestic/agricultural & industrial applications. ? ? ? ? ? ? Centrifugal Monoblock Pumps Borewell Submersible Pumps Jet Pumps Monoblock Pumps Openwell Submersible Pumps Self Priming Monoblock Pumps
Centrifugal Monoblock Pumps:
Salient Features: Compare and study design ensuing long life. Light Weight and easy to install. Specially designed motors ensure low power consumption Manufactured as per IS 9079. Applications: Domestic and gardening Industry Automobile service station
Borewell Submersible Pumps
Salient Features: No noise pollution Light weight and easy to install. Easy to maintain. Stainless steel body. Long trouble – Free interrupted service. High operating efficiency. Applications: Domestic, industrial and Agricultural applications. Water supply to high rise buildings. Fire fighting for small and medium plants. Low power consumption.
Jet Pumps:
Salient Features
Compact & sturdy design ensuring long life. Light weight and easy to install. Specially deigned motors ensure low power consumption. Pumps conform to IS 12225-87. Applications: Domestic and Agricultural. Filling of industrial and storage tank.
Monoblock Pumps:
Salient Features; Monoblocks are manufactured as per IS 9079. Dynamically balanced Cats iron impellers. Dynamically balanced rotors ensure longer bearing life.
Applications: Ideal for Agriculture. Industrial applications like cooling towers, air conditioning etc. Suitable for water supply scheme.
Openwell Submersible Pumps:
Salient Features: Easy to install No foundation required. Flooded suction. No Priming problem. Water lubricated bearings. Applications: Domestic water supply. Fountains.
Self Priming Monoblock Pumps:
Salient Features: Wide operating head and discharge range. Portable & Compact.
Noise free operation. Available in non self priming and self priming models. Applications: Domestic and Gardening. Construction sites. Automobile service stations.
DATA ANALYSIS AND INTERPRETATION TABLE 1 Classification of respondents based on age Age Below 30 30 – 35 35 – 40 40 – 45 Above 45 Total Number of Respondents 22 31 51 18 28 150 Percentage 14.7 21.3 34.7 12.0 17.3 100.0
40 35 30 Percentage 25 20 15 10 5 0 Below 30 30 – 35 35 – 40 Age 40 – 45 Above 45
Inference:
• •
1st the majority of about 34.7% of Mahendra Pumps consuming respondents fall between the age group of 30-40. The third group of consumers account to about 17.3% would have a vast experience in the age group of 40 and above.
TABLE 2 Classification of respondents based on area
Area Rural Urban Total
No: of Respondents 97 53 150
Percentage 64.66 35.33 100.0
Rural Urban
Inference: • • It is clear from the above table that 64.66% of the respondents are from the rural areas. 35.33 % of the respondents are from the urban areas.
TABLE 3 Table showing the income group of the respondents
Income Below 8000 8000- 15000 15000-20000 Above 20000 Total
No: of Respondents 18 57 38 37 150
Percentage 12 38 25.33 24.66 100.00
40 35 30 Percentage 25 20 15 10 5 0 Below 8000 8000- 15000 1500020000 Above 20000
Income
INFERENCE: • • It’s clear that 12% of the respondents are under the income group of Rs.8,000. 25.33% of the respondents are getting an income of 15,000 - 20.000.
TABLE 4 Table showing the respondents nature of the job
Nature Of The Job Farmer Professional Business man Others Total
Number Of Respondents 103 19 17 11 150
Percentage 68.66 12.66 11.33 7.33 100.00
80 70 60 Percentage 50 40 30 20 10 0 Farmer Professional Business man Others
Nature of job
INFERENCE: • • It’s clear that 68.66% of the respondents are farmers. The rest of the 7.33% of the respondents is others.
TABLE 5 Table showing the purpose of using the pumps
Purpose Agriculture Domestic Industrial Total
Number Of Respondents 109 34 7 150
Percentage 72.66 22.66 4.66 100.00
80 70 60 50 Percentage 40 30 20 10 0 Agriculture Domestic Purpose Industrial
INFERENCE: • • • It’s clear that 72.66% of the respondents have stated that the pump mainly used for agricultural purpose. 22.66% of the respondents have state that pumps used for domestic purpose. 4.66% of the respondents have stated that pumps used for industrial purpose.
TABLE 6 Table showing the services offered by the company
Services Operational Demonstration Rectification of field complaints Briefing of checklists Service during warranty periods Total
Number of respondents 38 57 18 37 150
Percentage 25.33 38 12 24.66 100.00
Operational Demonstration Rectification of field complaints Briefing of checklists Service during warranty periods
INFERENCE: • • Its clear that, 38% of the respondents had stated that company offers Rectification of field complaints 12% of the respondents are state that the company is keen on Briefing on checklists.
TABLE 7 Table showing the awareness of the respondents towards the company
Awareness
Number Of Respondents 53 97 150
Percentage
YES NO Total
35.33 64.66 100.00
YES NO
INFERENCE: • • It’s clear that 64.66% of the respondents are not aware about Mahendra. 35.33% of the respondents are aware about Mahendra pumps.
TABLE 8 Table showing the satisfaction of the respondents towards the size and model of pumps. Levels Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied Total Number of respondents 18 31 48 53 0 150 percentage 12 20.66 32 35.33 0 100.00
40 35 30 25 Percentage 20 15 10 5 0 Highly satisfied Neither Satisfied Nor Dissatisfied Levels Highly Dissatisfied
INFERENCE: • • It is clear that, 35.33% of the respondents are dissatisfied towards the pump size and model of the company. 12% of the respondents are highly satisfied towards present size and model.
TABLE 9 Table showing the brands using by the respondents
Brands SUGUNA CRI TEXMO MAHENDRA OTHERS Total
Number Of Respondents 29 41 60 9 11 150
Percentage 19.33 27.33 40 6 7.33 100.00
45 40 35 P e rc e n ta g e 30 25 20 15 10 5 0 SUGUNA TEXMO Companies OTHERS
INFERENCE: • • It’s clear 40% of the respondents have stated that the pumps they are using are Texmo. 6% of the respondents are using Mahendra pumps
TABLE 10 Table showing the awareness of the respondents towards various pumps
Brands Suguna Texmo CRI Mahendra Others Total
Number Of Respondents 31 39 60 15 5 150
Percentage 20.66 26 40 10 3.33 100.00
40 35 30 25 Percentage 20 15 10 5 0 Suguna CRI Companies Others
INFERENCE: • • It’s clear 20.66% of the respondents are aware about Suguna. 3.33% of the respondents are aware about Other pumps.
TABLE 11 Table showing the media which influence the respondents
Brands TV Radio Newspapers Sign Boards Others Total
Number Of Respondents 26 33 19 54 18 150
Percentage 17.33 22 12.66 36 12 100.00
40 35 30 25 Percentage 20 15 10 5 0 TV Newspapers Media Others
INFERENCE: • • It’s that 36% of the respondents are influencing through sign boards. 12% of the respondents are influence through Other medias.
TABLE 12 Table showing the opinion of the respondents towards various attributes.
Attributes
Good No of respondents % 14.66 28.66 21.33
Moderate No of respondents 59 57 62 % 39.33 38 41.33
Fair No of respondents 69 50 56 % 46 33.33 37.33
Quality Durability Availability of spares
22 43 32
50 45 40 35 30 25 20 15 10 5 0 % Good % Moderate % Poor
Percentage
Quality Durability Availability of spares
Opinion of respondents
INFERENCE: • • • It’s clear that 14.66% of the respondents state that the quality of the brand is good. 28.66% of the respondents state that the durability of the brand is good. 21.33% of the respondents state that the availability of the spares is good.
TABLE 13 Table showing the ranking of Brands with quality as an attribute.
Brands
(1-Most Preferred, 4- Least Preferred) Ranks 1 2 18 32 52 48 3 46 20 29 55 4 44 32 41 33
Suguna Texmo CRI Mahendra
42 66 28 14
TABLE 13(a) Table showing the points attached to each rank based on Brands
Brands
(1-Most Preferred, 4- Least Preferred) Ranks 1 4 2 3 54 96 156 144 3 2 92 40 58 110 4 Total 1 44 32 41 33 358 432 367 343 3 1 2 4 Rank
Suguna Texmo CRI Mahendra
168 264 112 56
4.5 4 3.5 3 Ranks 2.5 2 1.5 1 0.5 0 Suguna Texmo CRI Mahendra Companies
INFERENCE: • • From the above table it is understood that the brand Texmo achieves its maximum as the Rank 1st. Mahendra, which has been placed as 4th has to be concentrated on the quality to improve their performance
TABLE 14
Table showing the ranking of Factors towards Mahendra Pumps. (1-Most Preferred, 6- Least Preferred) Ranks 2 3 4 5 29 44 11 0 12 16 4 23 44 0 57 12 4 23 24 42 34 55 43 0 27 12 11 70
Factors 1 63 Quality 23 Durability 37 Brand Image Advertisement 0 18 Low Price 9 Capacity(hp)
6 0 72 0 57 0 21
TABLE 14(a) Table showing the points attached to each rank based on Factors (1-Most Preferred, 6- Least Preferred) Ranks 3 4 5 6 Weighted Total Average Ranks 4 3 2 1 176 33 6 0 738 20.5 1 64 12 46 72 392 10.8 5 0 171 24 0 637 17.6 2 92 72 84 57 325 9.02 6 220 129 0 0 627 17.41 3 48 33 140 21 431 11.97 4
Factors 1 6 378 138 222 0 108 54 2 5 145 60 220 20 170 135
Quality Durability Brand Image Advertisement Low Price Capacity(hp)
Ranks
7 6 5 4 3 2 1 0
INFERENCE: • • From the above table it is understood that the Quality achieves its maximum as the Rank 1st. Advertisement, which has been placed as 6th has to be concentrated to admire customers
ag Ad e ve rti se m en t Lo w Pr ice Ca pa ci ty (h p)
Factors
ity
Du ra bi li t
Q ua l
y Br an d
Im
TABLE 15 Table showing the types of pumps preferred by respondents.
Factors Open well submersible pumps Borewell submersible pumps Monobloc pumps Compressor pumps Jet pumps Total
Number of respondents 32 83 10 14 11 150
percentage 21.33 55.33 6.66 9.33 7.33 100.00
60 50 40 Percentage 30 20 10 0 Open well submersible pumps Monobloc pumps Model of pumps Jet pumps
INFERENCE: • • It is clear that, 55.33% of the respondents had preferred Borewell submersible pumps. 6.66% of the respondents preferred Monobloc pumps.
TABLE 16 Table showing the respondents attitudes towards the delivery of pumps.
Levels Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied Total
Number of respondents 14 73 54 9 0 150
Percentage 9.33 48.66 36 6 0 100.00
50 45 40 35 30 Percentage 25 20 15 10 5 0 Highly satisfied Neither Satisfied Nor Dissatisfied Level Highly Dissatisfied
INFERENCE: • • 48.33% of the respondents state that the delivery of the pumps are satisfied. 6% of the respondents state that the delivery of pumps is dissatisfied.
TABLE 17 Table showing the company’s acceptability of complaints.
Levels Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied Total
Number of respondents 0 20 97 23 10 150
Percentage 0 13.33 64.66 15.33 6.66 100.00
70 60 50 Percentage 40 30 20 10 0 Highly satisfied Neither Satisfied Nor Dissatisfied Level Highly Dissatisfied
INFERENCE: • • 64.66% of the respondents are neither satisfied nor dissatisfied towards the acceptability of complaints. 6.66% of the respondents are highly dissatisfied towards the company’s acceptability of complaints.
TABLE 18 Table showing the services offered by the company
Services Operational Demonstration Rectification of field complaints Briefing of checklists Service during warranty periods Total
Number of respondents 38 57 18 37 150
Percentage 25.33 38 12 24.66 100.00
40 35 30 25 Percentage 20 15 10 5 0 Operational Demonstration Briefing of checklists
Service offered by company
INFERENCE: • • 38% of the respondents had stated that company offers Rectification of field complaints. 12% of the respondents say that the company is keen on Briefing on checklists.
TABLE 19 Table showing the present market position of the company.
Levels Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied Total
Number of respondents 13 27 92 18 0 150
percentage 8.66 18 61.33 12 0 100.00
70 60 50 40 30 20 10 0 Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied
INFERENCE: • • 61.33% of the respondents are neither satisfied nor dissatisfied with the market position of the company. 8.66% of the respondents are highly satisfied towards present market position of the company.
Table 20 Cross classification between the respondents based on area and the respondents towards the company
Awareness / Area Yes No Total
Rural 31 66 97
Urban 22 31 53
Total 53 97 150
H0: There is no significant difference on the respondents based on area and the company. H1: There is significant difference on the respondents based on area and the company. ? (Oi-Ei)2 9 0 0 9 ? (Oi-Ei)2 /Ei 0.264 0 0 0.264 0.528
Observed frequency 31 22 66 31
Expected Frequency 34 0 0 34 Total
Calculated value = 0.528 Tabulated value = 3.841 for degree of freedom, (2-1) (2-1). Calculated value (0.528) is less than the Table value (3.841) hence, the null hypothesis is accepted. Inference: There is no significant difference between the respondents based on area and towards the company.
Table 21
Cross Classification between the services offered and present position of the company Services Highly offered/Present satisfied position Operational Demonstration Rectification of field Complaints Briefing of Check lists Service during warranty periods Total 3 5 Satisfied Neither Dissatisfied Highly Total Satisfied Dissatisfied nor Dissatisfied 22 4 38 36 5 57
9 11
2 3
3 4
9 25
4 5
18 37
13
27
92
18
0
150
H0: There’s no significant difference between the service offered and the present position of the company. H1: There’s no significant difference between the service offered and the present position of the company.
Observed frequency 3 9 22 4 5 11
Expected Frequency 3 7 23 5 5 10
? (Oi-Ei)2 0 4 1 1 0 1
? (Oi-Ei)2 /Ei 0 0.571 0.043 0.200 0 0.1
36 5 2 3 9 4 3 4 25 5
35 7 2 3 11 2 1 7 23 4 Total
1 4 0 0 4 4 4 9 4 1
0.028 0.571 0 0 0.363 2 4 1.285 0.173 0.25 9.584
Calculated value = 9.584 Tabulated value = 21.026 for degree of freedom, (4-1) (5-1). Calculated value (9.584) is less than the Table value (21.026) hence, the null hypothesis is accepted. Inference: There is no significant difference between the respondents based on area and towards the company.
FINDINGS: ? 6% of the respondents are aware of brands used in Mahendra pumps. ? Most of the respondents had ranked Quality of Mahendra as 1st and Brand Image as the 2nd. ? Most of the respondents ranked Texmo pumps as 1st and CRI pumps as the 2nd. ? Most of the respondents say that the company has to increase its sales through advertising. ? 68.66% of the farmers are aware of Mahendra Pumps. ? 72.66% of the respondents are using the pumps for the purpose of agriculture.
? 64.66% of the respondents are not aware of about Mahendra pumps. ? Most of the respondents are influenced through the signboards than other advertising media. ? Most of the respondents are not satisfied with the pump model and size of the brand Mahendra. ? 22.66% of the respondents are selecting a particular brand by means of advertising effectiveness and next by their personal opinion. ? 55.33% of the respondents mostly prefer Borewell Submersible pumps. ? Most of the respondents state that the position of the company is neither satisfied nor dissatisfied. ? Most of the respondents suggest the company to improve advertising effectiveness and next to increase the speed capacity (hp) of the pumps.
SUGESSTIONS ? The frequency of advertisement should be increased by the company, so that its sales can be increased. ? As the sales is below average, the company should concentrate on familiarizing the product and create a better awareness in the minds of in the minds of customer. ? Most of the respondents are selecting a particular brand by the personal opinion and by the force of agents, so the company should maintain smooth relationship with agents.
CONCLUSION
The study provides vital information of the company regarding the customer’s opinion and their expectation towards the brand. From the study the researcher had identified that the companies has to cater to the needs and wants of customer in order to increase the preference level. By innovating on new products and more concentration on electronic items the company can survive in the long run.
BIBLOGRAPHY
Gupta S P, ‘Statistical Methods’, Sultan Chand and Sons, New Delhi, 1995 Boyd, West Fall and Stasch, “Marketing Research”, Sultan Chand and Sons, New Delhi, 2000 Sharma D.D, “Marketing Research”, Sultan Chand and Sons, New Delhi, . 1999 Kotler.P, “Marketing Management”, Pearson Educ, (Singapore) Pvt Ltd, New Delhi, 2003 Kothari C.R, “Research Methodology - Methods and Techniques”, New Age International (P) Ltd, New Delhi. 2002
QUESTIONNAIRE
Name of the dealer
:
Age
: a) Below 30 b) 30-35 c) 35-40 d) 40-45 e) Above 45
Area
: a) Rural
b) Urban
Income per month
: a) Below 8000 b) 8000-15000 c) 15000-20000 d) Above 20000
1. What is the nature of job you are indulged in?
a) Farmer b) Sub dealer c) Professionals d) others_____________
2. What is the purpose of using pumps?
a) Agriculture b) Domestic c) Industrial d) other usage_________
3. Which of the services offered by the company preferred are by you?
a) Operational Demonstration b) Rectification of field Complaints c) Briefing of Check Lists d) Service during warranty periods.
4. Are you aware of Mahendra pumps?
a) Yes b) No
5. If yes, please specify the present pump size and the pump model of the company?
a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly Dissatisfied
6. Specify the brand of pumps that you are using now?
a) Suguna b) Texmo c) CRI d) Mahendra e) Others__________
7. What are the pumps you are aware off in the market?
a) Suguna b) Texmo c) CRI d) Mahendra e) Others__________
8. Which media influenced you to go for Mahendra pumps?
a) T.V b) Radio c) Newspaper d) Sign boards e) Others_________
9. Specify the media you want to suggest to give advertisement of the company?
a) T.V b) Radio c) Newspaper d) Word of mouth e) Others ________
10. Your opinion towards Mahendra pumps?
Attributes Quality Durability Availability of Spares
Good
Moderate
Poor
11. Rank the Brands with quality as an attribute. (Rank 1 to 4, 1- most preferred and 4- least preferred)
Brands Suguna Texmo CRI Mahendra
1
2
3
4
12. Rank the following factors which influence you to go for Mahendra? (Rank 1 to 6, 1-most preferred and 6-least preferred)
Factors Quality Durability Brand image Advertisement Low price Capacity(HP)
Ranks
13. Which model of pump do you prefer?
Open well submersible pumps Bore well submersible pumps Mono block pumps Compressor pumps Jet pumps.
14. How do you feel about delivery of pumps?
a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly Dissatisfied
15. What do you think about company’s acceptability of complaints?
a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly Dissatisfied
16. What do you feel about the services provided by Mahendra pumps?
a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly Dissatisfied
17. How do you feel about the present market position of Mahendra pumps?
a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly Dissatisfied
18. Your suggestion to improve or launch the product.
doc_144114285.pdf
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.
A STUDY ON CUSTOMER PREFERENCE AND BRAND AWARENESS TOWARDS PUMPS WITH SPECIAL REFERENCE TOWARDS MAHENDRA PUMPS PROJECT REPORT
Submitted to the DEEMED UNIVERSITY in partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION By B.KARTHIK Register No: 35104145 Under the Guidance of Mrs. K.Vasanthi Kumari MBA.,M.PHIL.
SRM COLLEGE OF SCIENCE AND TECHNOLOGY SRM INSTITUTE OF MANAGEMENT STUDIES KATTANKULATHUR – 603203. MAY 2006
BONAFIDE CERTIFICATE
This is to certify that this project report titled “A study on Customer Preference towards Mahendra Pumps Pvt. Ltd.,” is the Bonafide record of work carried out by MR. B.KARTHIK (Reg.No. 5104145) in partial fulfillment of the requirements for the award of Master of Business Administration degree of the Deemed University during February 2006 to April 2006 under my guidance.
Mrs.K.Vasanthi Kumari Lecturer.
Mrs.Dr.JayashreeSuresh, Dean
INTTERNAL EXAMINAR
EXTERNAL EXAMINAR
Declaration I hereby declare that the dissertation entitled “A STUDY ON CUSTOMER PREFERENCE AND BRAND AWARENESS TOWARDS MAHENDRA PUMPS PVT. LTD.,” submitted to the Deemed University in partial fulfillment of the requirements for the award of Master of Business
Administration is a record of original project work done by me under the supervision and guidance of Mrs. K.Vasanthi Kumari, MBA, M.PHIL.
Place: Date:
(B.KARTHIK)
ACKNOWLEDGEMENT The researcher extends his sincere thanks to Principal, S.R.M. College of Science and Technology, for granting me the permission to carry out the project.
I take this opportunity to thank the Head of the Department Mrs.Dr.JayashreeSuresh, Dean, for granting permission to carry out this project. I extend this deep gratitude to my project guide Mrs.K.Vasantha Kumari, MBA., M.PHIL., for the timely advice and encouragement given to me during the period of this project.
I am extremely grateful to Mr.MAHENDRA RAMDASS, MANAGING DIRECTOR, Mahendra Pumps Pvt. Ltd., Coimbatore for guiding me in the course of my project work.
Renowned thanks goes to my family members & friends for what they were and what they are always motivating me. To all those respectable persons whose contribution is more on this study to move the right path. TABLE OF CONTENTS Page No. I Introduction 1.1 Introduction 1
1.2 Objectives of the study 1.3 Scope of the study 1.4 Limitation of the study
3 4 5
II Research methodology 2.1 Research Design 2.2 Sampling Design
6 6 7
III PROFILES 3.1 3.2 3.3 Industry Profile Company Profile Product Profile 8 13 16
IV. DATA ANALYSIS AND INTERPRETATION
21
V. FINDINGS
45
VI SUGESSTIONS
46
VII. CONCLUSION
47
VIII. ANNEXURE
48
LIST OF TABLES
Table No: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.
PARTICULARS
Page. No 21 22 23 24 25 26
Classification of respondents based on age Classification of respondents based on area Table showing the income group of the respondents Table showing the respondents nature of the job Table showing the purpose of using the pumps Table showing the services offered by the company
Table showing the awareness of the respondents towards the company 27 Satisfaction of respondents towards the size and model of pumps Table showing the brands using by the respondents 28 29
Table showing the awareness of the respondents towards various pumps30 Table showing the media which influence the respondents 31
Table showing the opinion of the respondents towards various attributes32 Table showing the ranking of Brands with quality as an attribute Table showing the ranking of Factors towards Mahendra Pumps Table showing the types of pumps preferred by respondents 33 35 37
Table showing the respondents attitudes towards the delivery of pumps 38 Table showing the company’s acceptability of complaints Table showing the services offered by the company Table showing the present market position of the company Cross classification between the respondents based on area and the respondents towards the company Cross classification between the services offered and present position of the company 39 40 41 42
21.
43
LIST OF CHARTS
Chart No: No 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.
PARTICULARS
Page.
Classification of respondents based on age Classification of respondents based on area Chart showing the income group of the respondents Chart showing the respondents nature of the job Chart showing the purpose of using the pumps Chart showing the services offered by the company
21 22 23 24 25 26
Chart showing the awareness of the respondents towards the company 27 Satisfaction of respondents towards the size and model of pumps Chart showing the brands using by the respondents 28 29
Chart showing the awareness of the respondents towards various pumps30 Chart showing the media which influence the respondents 31
Chart showing the opinion of the respondents towards various attributes32 Chart showing the ranking of Brands with quality as an attribute Chart showing the ranking of Factors towards Mahendra Pumps Chart showing the types of pumps preferred by respondents 33 35 37
Chart showing the respondents attitudes towards the delivery of pumps 38 Chart showing the company’s acceptability of complaints Chart showing the services offered by the company Chart showing the present market position of the company 39 40 41
Cross classification between the respondents based on area and the 42 respondents towards the company
21.
Cross classification between the service offered and the present position of the company
43
PUMP INDUSTRY – AN OVERVIEW Introduction:
The study entitled “A Study on the Consumer preference and Brand awareness on various pumps” was conducted in Coimbatore with special reference to Mahendra Pumps. The study was undertaken to know the preference level of consumers towards various pumps. The study covers various brands like Open well submersible pumps, Borewell submersible pumps, Monobloc pumps, Compressor pumps, Jet pumps, in relation to various aspects. The survey was conducted by collection from various consumers (Dealers).
The expectations of the consumers are quite high. Many expect high performance, Zero error in billing and in need of more collection centers. The experience of the consumers and their rating of the pumps are moderate, proper awareness should be given importance. As the study was limited to Coimbatore town only, it was possible to understand the demographic profile and consumer preference.
The preference of individual consumers depends mainly on annual income and actual performance of the product as well as external influencing factors like society and etc.; consumers prefer the advice of others also. Consistency in performance, level of satisfaction has a major impact. The study of consumer preference towards pump users gives an idea of individual preference towards the product based on various influencing factors like Price, group influences, social influences and psychological influences. It also gives an idea on rating of product done by the consumers generally etc, particularly relating to Coimbatore.
The main objective of the study was to identify the preference level and Brand awareness of Mahendra Pumps Pvt. Ltd., in the consumers mind, to know the reason for
preferring the particular brand over the other brands and finally to receive the suggestions for the further improvement.
The type of research undertaken for the study was Descriptive Research and the sampling design was judgmental sampling.
Both primary and secondary data was collected by interview method and referring the company manual and website of the company. The statistical tool used in the study was percentage analysis, ranking method, chi square test.
The limitation of the study was that the data provided by the respondents may be false at times and it is confined to 150 consumers only and conducted in Coimbatore only.
Objectives of the study:
Primary Objective:
To identify the customer preference and brand awareness towards of Mahendra pumps Pvt. Ltd., Coimbatore.
Secondary Objective: ? ? ?
To identify the factors which influence the customers in choosing various pumps.
To identify the factors which determine the selection of a particular brand.
To offer suggestions to improve sales.
Scope of the study:
It helps the organization to understand the consumer psychology on choosing the service so that easily the services can be positioned.
It assesses the preference of choosing various pumps by the respondents .
This study helps us to know the consumer perception towards Mahendra Pumps and other competing brands.
It also helps to asses the real opinion and mindset of consumers and aids to meet out their expectation in future in turn that will increase the volume of sales .
It helps the company to understand the efficiency of existing service providers to the consumers, so that it can create the root for further improvement .
It identifies the usage level of the consumers so that it helps the company to educate the customers towards the services availability. So that it really creates an impact on consumer preference towards the services.
Limitations of the study: ¾ Some of the respondents are not willing to give an interview while some are refusing to answer the questions. ¾ Time given for collecting and analyzing the data is not sufficient ¾ The researcher collected details only from 150 respondents, the sample size is small when compared with population. So it may not reveal the exact opinion of the respondents. ¾ Since the study is restricted with Coimbatore city it may not reveal to other areas.
Research Methodology: Research is a scientific and systematic search for pertinent information. The research is carried out to arrive at a conclusion in order to find a new relationship by selecting representative subsets with the size of about 150 customers within a particular framework is called research methodology.
Research design: It is a conceptual structure within which research should be conducted. Thus the preparation of such design facilities research to be as efficient as possible and will yield maximum information.
Descriptive Research: Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual or a group. The type of research that ‘s done is descriptive. Data Collection: The primary data was collected in the form of personal interview. Secondary data was collected by means of journal, magazines, websites & newspaper. Research Instruments: The research instrument used in structured questionnaire having Closed-ended questions. Questionnaire is the tool used for the collection of data. Closed-ended questions: It refers to the questionnaire in which the respondent is given a limited number of alternatives, from which he has to select the one which closely matches the questionnaire or attitude with Dichotomous Questions, Multiple choices and Ranking Method.
Sample Design:
Sampling: Sampling design is the process of selecting representative subsets of a total population for obtaining data for the study of the whole population. The subset is known as sample. Sampling Population: The first step in the sampling process is the definition of the population, which can be defined in terms of elements, sampling units, extend and time. For the present study undertaken the population was consumers who using various pump service like Centrifugal Monoblock Pumps, Borewell Submersible Pumps, Jet Pumps etc., . Sampling Size: The idea of the size of the sample which has taken for the project study is about 150 customers. Tools Used: The tools used for interpreting the samples are percentage analysis and ranking method such as Chi-Square Test. Percentage Method: Percentage refers to the kind of a ratio. Percentage is used in marketing comparison between two or more series of data and to describe relationship. Chi-Square Test: Chi-Square test is used to test the goodness of fit. The test used to find out whether the difference between the expected and observed values is significant or not. Chi-Square test = ? (Oi - Ei) 2 / Ei
INDUSTRY PROFILE
Pumps are the vital elements in an enormous range of fluid handling applications & range from small household pumps to immense units utilized in the water, chemical and energy industries. pump performance requirements and duties vary considerably in terms of material of construction, wide range of temperature, pressure, viscosity, density etc. pumps are employed in almost all the industries.
Growth of Pump Industry Although some pumps were used in 19th century, the real growth of pump industry took place in 20th century.
1905: Multistage Centrifugal Pumps were developed. 1929: Considerable light was thrown on the vexing problem of pressure pulsations in large hydraulic turbines and pumps. 1932: Proper understanding of the origin and nature of pressure pulsations & the accompanying, vibratory, structural, mechanical response. 1955: Dependence of cavitation erosion on liquid was established. This led to an understanding of why high-energy pumps are ore likely to suffer from this damaging phenomenon. 1956: How the thermodynamic vaporization properties of the pump liquid could lead to reduction of cavitation activity at high temperatures at the same NPSH(Net Positive Suction Head). 1994: How cavitations can cause profound instabilities in pump & inducer operation. 1990 – 2000: it is found that sometimes obscure fluid phenomena can produce mechanical instability in rot dynamic pumps. Drivers of Pump Development Industrial Revolution: Pump industry has been fueled by the massive demands on the industrial revolution that built our modern society. Post World War II Expansion: In order to satisfy the pent-up demand that had gone unfulfilled in war years. Here the emphasis was on large, multistage electric utility boiler feed water pumps & oil-field injection & pipeline pumps.
Energy Crisis: Energy crisis all over world led to lot of research & development work for develop in energy sufficient pumps & systems. Environmental Challenges: Curbing emissions was the paramount concern. This influence has led to better sealing of pumps including seal less, magnetically coupled chemical pumps. The ultimate product in this regard could be ‘integral motor pump.’ Globalization: The fluid engineering &other technical challenges are assumed to be solvable by the MNC who emphasis quality, productivity & faster delivery of the product in order to battle global market share. The apparently mature pump product has a lot of room for improvement. The technical improvements will continue to be necessary to maintain global competitiveness.
Applications of Pumps: Various applications of pumps are listed below: Transportation: It is a prime function. Circulation: For homogenizing the temperature and/or composition of fluid. Mixing: Two or more streams can be connected at the suction of pump & mixing can be achieved. Injection: High pressure can be developed by using pump & fluid that could be injected in pipe or tank.
Metering: Pumps can be used as metering device Pressure Reducing Device: Rotary pumps can be used for reducing the pressure in polymers. Agitator Pump: Submersible pumps keep the solid in suspension & prevent setting. Vacuum Generation: Liquid ring vacuum pumps are well known. Dry vacuum pumps are also well developed. Reactor: When two liquids are to be reacted with very small residence time then pump can be used.
INDIAN PUMP INDUSTRY - A REVIEW The Indian Pump Industry has more than 500 manufacturers of large, medium and small scales with worker strength of over 30,000 producing of about 1.2 million pumps. Indian market for pump is estimated to be Rs.25,000 million growing at an annual rate of 8%. Indian Pump Industry at present met the pump requirements of 95% of applications. Indian Pump Manufacturing Association has been founded by Indian Pump Manufacturing Industry.
Objectives of IPMA: ? Interact with Governmental, technical and standardization authorities for prompting the growth of pump industry, both qualitatively and quantitatively. ? Coordinate with users of pumps, consultants and manufactures of components and prime movers, in order to bring product standardization and technology up gradation. ? Disseminate information on the developments in the pump industry in India and abroad. ? Identify and strengthen industry’s role in the techno-economic development of the country. ? Act as a catalyst to bring about growth and development of the Indian Pump Industry inline with global trends. ? Work towards globalization of Indian Pump Industry and integration into world economy. ? Create awareness and support industry efforts on quality, technology up gradation, export etc. ? Identify and address special needs of small-scale sector.
Activities of IPMA: IPMA plans and undertakes various activities from time to time, such as:
? ? ? ? ? ? ?
Holds Regional, National and International Conferences, Seminars, Workshops, Meetings, Trade Fairs and Exhibitions. Submits recommendations, represents and memoranda. Sponsors delegations. Publishes quarterly journal, directory and other literature from time to time. Strives to promote exports. Maintains liaison with similar Associations within and outside India. Spreads awareness and extends participation of the industry on national concerns like energy conservation.
Coimbatore’s First pump was produced at DPF in the year 1928. India’s First Motor Produced at M/S Argus Industry in Coimbatore in 1937. ? ? ? ?
Coimbatore contributes more than 40% of country’s total requirements. Till 1928 all pumps were imported from other countries. Till 1936 all motors were imported from other countries. Then India entered into the field of pump and motor manufacture and the import of pumps and motors stopped entering the Indian Market
?
Swadeshi Indian Pump Industry had made a transition in letting out water from wells with bullet drawn technology to electrically activated pumps with better efficiency.
?
This had paved the way for Green revolution in Indian agriculture sector.
COMPANY PROFILE
Today, Mahendra group is represented by a number of companies in various domains.
The first company to be formed was Mahendra Pumps (P) Ltd., Established in 1960, it started the production of agricultural pumps & motors. Then came the inception of Mahee Engineering (P) Ltd Unit - I. Instituted in 1973, Mahee Engineering (P) Ltd Unit - I. deals with the manufacturing of pumps for portable engines. In 1977 Marvel Engineering Industries was established. This unit is involved with the manufacture of domestic pumps & single-phase pumps for agricultural application.
In 1985, Mahendra Submersible Pumps (P) Ltd dealing with the manufacturing of Submersible pumps & Jet pumps for domestic & agricultural application was founded. The institution of Mahendra Spinning Mills Pvt. Ltd. in 1991 marked the extension of Mahendra group's expertise in the textile domain. This unit deals with the production of Cotton Yarn.
The Mahee Engineering (P) Ltd Unit - II, established in 1996 deals with the Manufacture of Bore-well compressor pumps.
Mahendra Group of companies is having four decades of experience as a premier manufacturer of pumps in India. The expertise that comes from constant innovation of an insight on customer requirements and products that spell excellence both in terms of quality and performance, all combine to make Mahendra one of the most trusted names worldwide.
Corporate Office of the company is in Mahendra Pumps Private Limited, Puliakulam road, Coimbatore.
Sri K. Ramdass and Sri R. Krishnamoorthy started Mahendra Group of companies in the year 1960. What was started as a foundry unit and later embarked upon for manufacture of agricultural pumps and motors, has today grown into a group of companies comprising of::
MILESTONES OF THE COMPANY
YEAR
COMPANY
PRODUCTS
1996
Mahee engineering (p) Ltd.,
Manufacturing bore well compressor pumps.
1991
Mahendra Spinning Mills Pvt. Ltd.,
Production of cotton yarn.
1985
Mahendra Submersible Pumps (p) Ltd.,
Manufacturing submersible pumps for domestic applications.
1977
Marvel Engineering Industries
Manufacturing domestic pumps for Agricultural applications.
1973
Mahee Engineering (p) Ltd.,
Manufacturing pumps Unit-I for Portable engines
1960
Mahendra pumps (p) Ltd.,
Production of agricultural
pumps and motors commenced.
Management of the company comprises of Sri.K.Ramadass as Chairman and his three sons- Mr.Mahendra Ramdass, Mr. VidhyaSagar Ramdass and Mr. JaiKumar Ramdass- as Managing Directors. Overall turnover of the company is around 50 Crores.
Quality Policy of the Company:
“To achieve excellence through continuous improvements in products, service, skill level and adherence to standards and systems.”
Branches and Dealer Network:
Mahendra Company is having a dealer network of 2000. Company insists the dealers to keep stock of a minimum of 200000.
Regarding the dealer’s appointment. Company will look into the creditability and reputation of the dealer mainly and also look whether he has past experience in a reputed company. Also he has to give a security deposit between 10000 and 50000 to the company. Dealer must be capable of investing in company and its products and also he must capable of achieving sales targets.
Coimbatore is the place where manufacturing is done and products would be send to different branches, then to Dealers and then to Customers.
Company is having 15 branches allover the country. But as the company is situated in Coimbatore, there is no branch in Tamilnadu. Instead the company is having a Showroom called “Mahendra Agencies.” Thus the sales are done in Tamilnadu.
PRODUCT PROFILE
Mahendra’s pumps are designed for various application ranging from domestic/agricultural & industrial applications. ? ? ? ? ? ? Centrifugal Monoblock Pumps Borewell Submersible Pumps Jet Pumps Monoblock Pumps Openwell Submersible Pumps Self Priming Monoblock Pumps
Centrifugal Monoblock Pumps:
Salient Features: Compare and study design ensuing long life. Light Weight and easy to install. Specially designed motors ensure low power consumption Manufactured as per IS 9079. Applications: Domestic and gardening Industry Automobile service station
Borewell Submersible Pumps
Salient Features: No noise pollution Light weight and easy to install. Easy to maintain. Stainless steel body. Long trouble – Free interrupted service. High operating efficiency. Applications: Domestic, industrial and Agricultural applications. Water supply to high rise buildings. Fire fighting for small and medium plants. Low power consumption.
Jet Pumps:
Salient Features
Compact & sturdy design ensuring long life. Light weight and easy to install. Specially deigned motors ensure low power consumption. Pumps conform to IS 12225-87. Applications: Domestic and Agricultural. Filling of industrial and storage tank.
Monoblock Pumps:
Salient Features; Monoblocks are manufactured as per IS 9079. Dynamically balanced Cats iron impellers. Dynamically balanced rotors ensure longer bearing life.
Applications: Ideal for Agriculture. Industrial applications like cooling towers, air conditioning etc. Suitable for water supply scheme.
Openwell Submersible Pumps:
Salient Features: Easy to install No foundation required. Flooded suction. No Priming problem. Water lubricated bearings. Applications: Domestic water supply. Fountains.
Self Priming Monoblock Pumps:
Salient Features: Wide operating head and discharge range. Portable & Compact.
Noise free operation. Available in non self priming and self priming models. Applications: Domestic and Gardening. Construction sites. Automobile service stations.
DATA ANALYSIS AND INTERPRETATION TABLE 1 Classification of respondents based on age Age Below 30 30 – 35 35 – 40 40 – 45 Above 45 Total Number of Respondents 22 31 51 18 28 150 Percentage 14.7 21.3 34.7 12.0 17.3 100.0
40 35 30 Percentage 25 20 15 10 5 0 Below 30 30 – 35 35 – 40 Age 40 – 45 Above 45
Inference:
• •
1st the majority of about 34.7% of Mahendra Pumps consuming respondents fall between the age group of 30-40. The third group of consumers account to about 17.3% would have a vast experience in the age group of 40 and above.
TABLE 2 Classification of respondents based on area
Area Rural Urban Total
No: of Respondents 97 53 150
Percentage 64.66 35.33 100.0
Rural Urban
Inference: • • It is clear from the above table that 64.66% of the respondents are from the rural areas. 35.33 % of the respondents are from the urban areas.
TABLE 3 Table showing the income group of the respondents
Income Below 8000 8000- 15000 15000-20000 Above 20000 Total
No: of Respondents 18 57 38 37 150
Percentage 12 38 25.33 24.66 100.00
40 35 30 Percentage 25 20 15 10 5 0 Below 8000 8000- 15000 1500020000 Above 20000
Income
INFERENCE: • • It’s clear that 12% of the respondents are under the income group of Rs.8,000. 25.33% of the respondents are getting an income of 15,000 - 20.000.
TABLE 4 Table showing the respondents nature of the job
Nature Of The Job Farmer Professional Business man Others Total
Number Of Respondents 103 19 17 11 150
Percentage 68.66 12.66 11.33 7.33 100.00
80 70 60 Percentage 50 40 30 20 10 0 Farmer Professional Business man Others
Nature of job
INFERENCE: • • It’s clear that 68.66% of the respondents are farmers. The rest of the 7.33% of the respondents is others.
TABLE 5 Table showing the purpose of using the pumps
Purpose Agriculture Domestic Industrial Total
Number Of Respondents 109 34 7 150
Percentage 72.66 22.66 4.66 100.00
80 70 60 50 Percentage 40 30 20 10 0 Agriculture Domestic Purpose Industrial
INFERENCE: • • • It’s clear that 72.66% of the respondents have stated that the pump mainly used for agricultural purpose. 22.66% of the respondents have state that pumps used for domestic purpose. 4.66% of the respondents have stated that pumps used for industrial purpose.
TABLE 6 Table showing the services offered by the company
Services Operational Demonstration Rectification of field complaints Briefing of checklists Service during warranty periods Total
Number of respondents 38 57 18 37 150
Percentage 25.33 38 12 24.66 100.00
Operational Demonstration Rectification of field complaints Briefing of checklists Service during warranty periods
INFERENCE: • • Its clear that, 38% of the respondents had stated that company offers Rectification of field complaints 12% of the respondents are state that the company is keen on Briefing on checklists.
TABLE 7 Table showing the awareness of the respondents towards the company
Awareness
Number Of Respondents 53 97 150
Percentage
YES NO Total
35.33 64.66 100.00
YES NO
INFERENCE: • • It’s clear that 64.66% of the respondents are not aware about Mahendra. 35.33% of the respondents are aware about Mahendra pumps.
TABLE 8 Table showing the satisfaction of the respondents towards the size and model of pumps. Levels Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied Total Number of respondents 18 31 48 53 0 150 percentage 12 20.66 32 35.33 0 100.00
40 35 30 25 Percentage 20 15 10 5 0 Highly satisfied Neither Satisfied Nor Dissatisfied Levels Highly Dissatisfied
INFERENCE: • • It is clear that, 35.33% of the respondents are dissatisfied towards the pump size and model of the company. 12% of the respondents are highly satisfied towards present size and model.
TABLE 9 Table showing the brands using by the respondents
Brands SUGUNA CRI TEXMO MAHENDRA OTHERS Total
Number Of Respondents 29 41 60 9 11 150
Percentage 19.33 27.33 40 6 7.33 100.00
45 40 35 P e rc e n ta g e 30 25 20 15 10 5 0 SUGUNA TEXMO Companies OTHERS
INFERENCE: • • It’s clear 40% of the respondents have stated that the pumps they are using are Texmo. 6% of the respondents are using Mahendra pumps
TABLE 10 Table showing the awareness of the respondents towards various pumps
Brands Suguna Texmo CRI Mahendra Others Total
Number Of Respondents 31 39 60 15 5 150
Percentage 20.66 26 40 10 3.33 100.00
40 35 30 25 Percentage 20 15 10 5 0 Suguna CRI Companies Others
INFERENCE: • • It’s clear 20.66% of the respondents are aware about Suguna. 3.33% of the respondents are aware about Other pumps.
TABLE 11 Table showing the media which influence the respondents
Brands TV Radio Newspapers Sign Boards Others Total
Number Of Respondents 26 33 19 54 18 150
Percentage 17.33 22 12.66 36 12 100.00
40 35 30 25 Percentage 20 15 10 5 0 TV Newspapers Media Others
INFERENCE: • • It’s that 36% of the respondents are influencing through sign boards. 12% of the respondents are influence through Other medias.
TABLE 12 Table showing the opinion of the respondents towards various attributes.
Attributes
Good No of respondents % 14.66 28.66 21.33
Moderate No of respondents 59 57 62 % 39.33 38 41.33
Fair No of respondents 69 50 56 % 46 33.33 37.33
Quality Durability Availability of spares
22 43 32
50 45 40 35 30 25 20 15 10 5 0 % Good % Moderate % Poor
Percentage
Quality Durability Availability of spares
Opinion of respondents
INFERENCE: • • • It’s clear that 14.66% of the respondents state that the quality of the brand is good. 28.66% of the respondents state that the durability of the brand is good. 21.33% of the respondents state that the availability of the spares is good.
TABLE 13 Table showing the ranking of Brands with quality as an attribute.
Brands
(1-Most Preferred, 4- Least Preferred) Ranks 1 2 18 32 52 48 3 46 20 29 55 4 44 32 41 33
Suguna Texmo CRI Mahendra
42 66 28 14
TABLE 13(a) Table showing the points attached to each rank based on Brands
Brands
(1-Most Preferred, 4- Least Preferred) Ranks 1 4 2 3 54 96 156 144 3 2 92 40 58 110 4 Total 1 44 32 41 33 358 432 367 343 3 1 2 4 Rank
Suguna Texmo CRI Mahendra
168 264 112 56
4.5 4 3.5 3 Ranks 2.5 2 1.5 1 0.5 0 Suguna Texmo CRI Mahendra Companies
INFERENCE: • • From the above table it is understood that the brand Texmo achieves its maximum as the Rank 1st. Mahendra, which has been placed as 4th has to be concentrated on the quality to improve their performance
TABLE 14
Table showing the ranking of Factors towards Mahendra Pumps. (1-Most Preferred, 6- Least Preferred) Ranks 2 3 4 5 29 44 11 0 12 16 4 23 44 0 57 12 4 23 24 42 34 55 43 0 27 12 11 70
Factors 1 63 Quality 23 Durability 37 Brand Image Advertisement 0 18 Low Price 9 Capacity(hp)
6 0 72 0 57 0 21
TABLE 14(a) Table showing the points attached to each rank based on Factors (1-Most Preferred, 6- Least Preferred) Ranks 3 4 5 6 Weighted Total Average Ranks 4 3 2 1 176 33 6 0 738 20.5 1 64 12 46 72 392 10.8 5 0 171 24 0 637 17.6 2 92 72 84 57 325 9.02 6 220 129 0 0 627 17.41 3 48 33 140 21 431 11.97 4
Factors 1 6 378 138 222 0 108 54 2 5 145 60 220 20 170 135
Quality Durability Brand Image Advertisement Low Price Capacity(hp)
Ranks
7 6 5 4 3 2 1 0
INFERENCE: • • From the above table it is understood that the Quality achieves its maximum as the Rank 1st. Advertisement, which has been placed as 6th has to be concentrated to admire customers
ag Ad e ve rti se m en t Lo w Pr ice Ca pa ci ty (h p)
Factors
ity
Du ra bi li t
Q ua l
y Br an d
Im
TABLE 15 Table showing the types of pumps preferred by respondents.
Factors Open well submersible pumps Borewell submersible pumps Monobloc pumps Compressor pumps Jet pumps Total
Number of respondents 32 83 10 14 11 150
percentage 21.33 55.33 6.66 9.33 7.33 100.00
60 50 40 Percentage 30 20 10 0 Open well submersible pumps Monobloc pumps Model of pumps Jet pumps
INFERENCE: • • It is clear that, 55.33% of the respondents had preferred Borewell submersible pumps. 6.66% of the respondents preferred Monobloc pumps.
TABLE 16 Table showing the respondents attitudes towards the delivery of pumps.
Levels Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied Total
Number of respondents 14 73 54 9 0 150
Percentage 9.33 48.66 36 6 0 100.00
50 45 40 35 30 Percentage 25 20 15 10 5 0 Highly satisfied Neither Satisfied Nor Dissatisfied Level Highly Dissatisfied
INFERENCE: • • 48.33% of the respondents state that the delivery of the pumps are satisfied. 6% of the respondents state that the delivery of pumps is dissatisfied.
TABLE 17 Table showing the company’s acceptability of complaints.
Levels Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied Total
Number of respondents 0 20 97 23 10 150
Percentage 0 13.33 64.66 15.33 6.66 100.00
70 60 50 Percentage 40 30 20 10 0 Highly satisfied Neither Satisfied Nor Dissatisfied Level Highly Dissatisfied
INFERENCE: • • 64.66% of the respondents are neither satisfied nor dissatisfied towards the acceptability of complaints. 6.66% of the respondents are highly dissatisfied towards the company’s acceptability of complaints.
TABLE 18 Table showing the services offered by the company
Services Operational Demonstration Rectification of field complaints Briefing of checklists Service during warranty periods Total
Number of respondents 38 57 18 37 150
Percentage 25.33 38 12 24.66 100.00
40 35 30 25 Percentage 20 15 10 5 0 Operational Demonstration Briefing of checklists
Service offered by company
INFERENCE: • • 38% of the respondents had stated that company offers Rectification of field complaints. 12% of the respondents say that the company is keen on Briefing on checklists.
TABLE 19 Table showing the present market position of the company.
Levels Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied Total
Number of respondents 13 27 92 18 0 150
percentage 8.66 18 61.33 12 0 100.00
70 60 50 40 30 20 10 0 Highly satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied
INFERENCE: • • 61.33% of the respondents are neither satisfied nor dissatisfied with the market position of the company. 8.66% of the respondents are highly satisfied towards present market position of the company.
Table 20 Cross classification between the respondents based on area and the respondents towards the company
Awareness / Area Yes No Total
Rural 31 66 97
Urban 22 31 53
Total 53 97 150
H0: There is no significant difference on the respondents based on area and the company. H1: There is significant difference on the respondents based on area and the company. ? (Oi-Ei)2 9 0 0 9 ? (Oi-Ei)2 /Ei 0.264 0 0 0.264 0.528
Observed frequency 31 22 66 31
Expected Frequency 34 0 0 34 Total
Calculated value = 0.528 Tabulated value = 3.841 for degree of freedom, (2-1) (2-1). Calculated value (0.528) is less than the Table value (3.841) hence, the null hypothesis is accepted. Inference: There is no significant difference between the respondents based on area and towards the company.
Table 21
Cross Classification between the services offered and present position of the company Services Highly offered/Present satisfied position Operational Demonstration Rectification of field Complaints Briefing of Check lists Service during warranty periods Total 3 5 Satisfied Neither Dissatisfied Highly Total Satisfied Dissatisfied nor Dissatisfied 22 4 38 36 5 57
9 11
2 3
3 4
9 25
4 5
18 37
13
27
92
18
0
150
H0: There’s no significant difference between the service offered and the present position of the company. H1: There’s no significant difference between the service offered and the present position of the company.
Observed frequency 3 9 22 4 5 11
Expected Frequency 3 7 23 5 5 10
? (Oi-Ei)2 0 4 1 1 0 1
? (Oi-Ei)2 /Ei 0 0.571 0.043 0.200 0 0.1
36 5 2 3 9 4 3 4 25 5
35 7 2 3 11 2 1 7 23 4 Total
1 4 0 0 4 4 4 9 4 1
0.028 0.571 0 0 0.363 2 4 1.285 0.173 0.25 9.584
Calculated value = 9.584 Tabulated value = 21.026 for degree of freedom, (4-1) (5-1). Calculated value (9.584) is less than the Table value (21.026) hence, the null hypothesis is accepted. Inference: There is no significant difference between the respondents based on area and towards the company.
FINDINGS: ? 6% of the respondents are aware of brands used in Mahendra pumps. ? Most of the respondents had ranked Quality of Mahendra as 1st and Brand Image as the 2nd. ? Most of the respondents ranked Texmo pumps as 1st and CRI pumps as the 2nd. ? Most of the respondents say that the company has to increase its sales through advertising. ? 68.66% of the farmers are aware of Mahendra Pumps. ? 72.66% of the respondents are using the pumps for the purpose of agriculture.
? 64.66% of the respondents are not aware of about Mahendra pumps. ? Most of the respondents are influenced through the signboards than other advertising media. ? Most of the respondents are not satisfied with the pump model and size of the brand Mahendra. ? 22.66% of the respondents are selecting a particular brand by means of advertising effectiveness and next by their personal opinion. ? 55.33% of the respondents mostly prefer Borewell Submersible pumps. ? Most of the respondents state that the position of the company is neither satisfied nor dissatisfied. ? Most of the respondents suggest the company to improve advertising effectiveness and next to increase the speed capacity (hp) of the pumps.
SUGESSTIONS ? The frequency of advertisement should be increased by the company, so that its sales can be increased. ? As the sales is below average, the company should concentrate on familiarizing the product and create a better awareness in the minds of in the minds of customer. ? Most of the respondents are selecting a particular brand by the personal opinion and by the force of agents, so the company should maintain smooth relationship with agents.
CONCLUSION
The study provides vital information of the company regarding the customer’s opinion and their expectation towards the brand. From the study the researcher had identified that the companies has to cater to the needs and wants of customer in order to increase the preference level. By innovating on new products and more concentration on electronic items the company can survive in the long run.
BIBLOGRAPHY
Gupta S P, ‘Statistical Methods’, Sultan Chand and Sons, New Delhi, 1995 Boyd, West Fall and Stasch, “Marketing Research”, Sultan Chand and Sons, New Delhi, 2000 Sharma D.D, “Marketing Research”, Sultan Chand and Sons, New Delhi, . 1999 Kotler.P, “Marketing Management”, Pearson Educ, (Singapore) Pvt Ltd, New Delhi, 2003 Kothari C.R, “Research Methodology - Methods and Techniques”, New Age International (P) Ltd, New Delhi. 2002
QUESTIONNAIRE
Name of the dealer
:
Age
: a) Below 30 b) 30-35 c) 35-40 d) 40-45 e) Above 45
Area
: a) Rural
b) Urban
Income per month
: a) Below 8000 b) 8000-15000 c) 15000-20000 d) Above 20000
1. What is the nature of job you are indulged in?
a) Farmer b) Sub dealer c) Professionals d) others_____________
2. What is the purpose of using pumps?
a) Agriculture b) Domestic c) Industrial d) other usage_________
3. Which of the services offered by the company preferred are by you?
a) Operational Demonstration b) Rectification of field Complaints c) Briefing of Check Lists d) Service during warranty periods.
4. Are you aware of Mahendra pumps?
a) Yes b) No
5. If yes, please specify the present pump size and the pump model of the company?
a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly Dissatisfied
6. Specify the brand of pumps that you are using now?
a) Suguna b) Texmo c) CRI d) Mahendra e) Others__________
7. What are the pumps you are aware off in the market?
a) Suguna b) Texmo c) CRI d) Mahendra e) Others__________
8. Which media influenced you to go for Mahendra pumps?
a) T.V b) Radio c) Newspaper d) Sign boards e) Others_________
9. Specify the media you want to suggest to give advertisement of the company?
a) T.V b) Radio c) Newspaper d) Word of mouth e) Others ________
10. Your opinion towards Mahendra pumps?
Attributes Quality Durability Availability of Spares
Good
Moderate
Poor
11. Rank the Brands with quality as an attribute. (Rank 1 to 4, 1- most preferred and 4- least preferred)
Brands Suguna Texmo CRI Mahendra
1
2
3
4
12. Rank the following factors which influence you to go for Mahendra? (Rank 1 to 6, 1-most preferred and 6-least preferred)
Factors Quality Durability Brand image Advertisement Low price Capacity(HP)
Ranks
13. Which model of pump do you prefer?
Open well submersible pumps Bore well submersible pumps Mono block pumps Compressor pumps Jet pumps.
14. How do you feel about delivery of pumps?
a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly Dissatisfied
15. What do you think about company’s acceptability of complaints?
a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly Dissatisfied
16. What do you feel about the services provided by Mahendra pumps?
a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly Dissatisfied
17. How do you feel about the present market position of Mahendra pumps?
a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied d) Dissatisfied e) Highly Dissatisfied
18. Your suggestion to improve or launch the product.
doc_144114285.pdf