Description
A real-time database is a processing system designed to handle workloads whose state is constantly changing.
A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO “TIME DATABASE” NEW DELHI A PROJECT REPORT SUBMITTED TO THE SRM SCHOOL OF MANAGEMENT
IN PARTIAL FULFILLMENT OF THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION BY SUDHANSHU TRIPATHI (Reg. No. 35080606) UNDER THE GUIDANCE OF M.CHITRA (MBA, M.PHIL) (Asst. Professor)
SRM SCHOOL OF MANAGEMENT SRM UNIVERSITY KATTANKULATHUR 603203 (May 2010)
SCHOOL MANAGEMENT SRM UNIVERSITY
OF
S.R.M. Nagar, Kattankulathur – 603203 – GST Road – Near Chennai Phone: 044?27453901, 27455919? Fax: 044?27453903 E?mail: [email protected] Internet: www.srmuniv.ac.in
BONAFIDE CERTIFICATE
Certified that this Project titled “Customer
satisfaction with special
reference to time database” is the bonafide work of Mr. Sudhanshu Tripathi who carried out the research under my supervision. Certified further, to the best of knowledge the work reported him in does not from part of any other project report or desertion on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.
Signature of the Dean (SRM School of Management)
Signature of the Project Guide
DECLARATION
I, SUDHANSHU TRIPATHI, a bonafide student of SRM School of Management, SRM University, Chennai, would like to declare that the project work entitle “Customer satisfaction with special reference to Time Database” in the partial fulfillment of the M.B.A. degree course of SRM University, is my original work.
Place: Chennai Date:
SUDHANSHU TRIPATHI
ABSTRACT
The project entitled “A study on Customer Satisfaction “undertaken at Time Database was conducted to assess the customer satisfaction and to identify the preferred services. Descriptive research design is applied in this study. Samples of 100 customers are taken for survey by using Non-probability convenience sampling method. Primary data is collected through survey by using a well designed questionnaire. The secondary data is collected from published books and websites. The data collected were subjected to the application of statistical tools like chi-square and weighted average method. The findings from the analysis shows that the customers are satisfied with the services and price offered by Time Database and majority of the customers are well aware of TD’s services.
Acknowledgement
It is my immense pleasure; I acknowledge and record my sincere thanks and a deep sense of gratitude and to Dr. Jayshree Suresh (Dean SRM School of Management), S.K.Singh(VP- HR, Time Database), for their generous wholehearted kind support and cooperation. My project guide Asst. Prof. M.Chitra for her guidance and valuable suggestions.
My in-house guides Mr. Rajesh(Manger), Mrs. Sonal Gupta, Ms.Sanjana and other staff member of Time Database for their excellent cooperation, valuable information, support, guidance, enthusiastic involvement, motivation and fellowship.
Finally to all my well wishers who have helped in different ways, and my beloved parents and relatives who have motivated me by being a source of inspiration and constant encouragement.
Place: Chennai Date: (SUDHANSHU TRIPATHI)
CONTENTS
S.NO 1 CHAPTER INTRODUCTION 1.1) ADVERTISING 1.2) ADVERTISING AGENCY 1.3)ADVERTISING AGENCY IN INDIA 1.4)TYPES OF ADVERTISING AGENCIES; 1.5)TOP ADVERTISMENT AGENCY OF INDIA OBJECTIVE OF STUDY 2.1) TITLE OF PROJECT 2.2) PRIMARY & SECONDARY OBJECTIVE 2.3) SCOPE OF THE STUDY REVIEW OF LITERTURE 3.1) CUSTOMER RELATIONSHIP AND SATISFACTION 3.2) RELATIONSHIP APPROACHES 3.3) CUSTOMER SATISFACTION SURVEY (CSS):3.4 CRM FROM THE BUSINESS STRATEGY PERSPECTIVE RESEARCH METHODOLOGY 4.1) PLAN DEVELOPMENT 4.2) DATA SOURCE 4.3) SAMPLE DESIGN 4.4) STATISTICAL TOOLS 4.5) LIMITATIONS OF THE STUDY COMPANYPROFILE AND PRODUCT PROFILE 5.1) COMPANY PROFILE 5.2) PRODUCT PROFILE OF TIME DATABASE 5.3) MEMBERS IN THE MANAGEMENT OF THE TIME DATABASE 5.4) CLIENTS OF TIME DATABASE 5.5) COMPETITORS OF THE TIME DATABASE 5.6) S.W.O.T ANALYSIS OF TIME DATABASE ANALYSIS AND INTREPRETATION TABLES AND CHARTS FINDINGS SUGGESTIONS CONCLUSION BIBLOIGRAPHY APPENDICES QUESTIONNAIRE Page No. 1 3 6 7 9 11 11 11 13 13 14 15 17 17 17 18 20 22 24 25 26 27 28 31 48 50 52 54 56
2
3
4
5
6 7 8 9 10 11
LIST OF TABLES
Table No. 6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8
Table Description LEVEL OF SATISFACTION ON THE BASIS OF SERVICE LEVEL OF SATISFACTION ON THE BASIS OF PRICE SALES THROUGH NEW CUSTOMERS ADDED NUMBER OF CUSTOMER TRAINING PROGRAMS & PERSONS FROM CUSTOMERS CUSTOMER SATISFACTION INDEX (%) COMPLAINT RESPONSE TIME (IN DAYS) PROMOTION PROCEDURE PROVIDED BY THE COMPANY RELATIONSHIP WITH CUSTOMER SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT 'COMPANY CLEARLY COMMUNICATED ITS PRODUCT DETAILS AND BENEFITS' SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT'AN ADVERTISEMENT SHOULD USE A CELEBRITY OR A FAMOUS PERSONALITY'
Page No. 31 32 33 34 35 36 37 38
6.9
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6.10
40
LIST OF CHARTS Chart No.
6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8
Chart Description
LEVEL OF SATISFACTION ON THE BASIS OF SERVICE LEVEL OF SATISFACTION ON THE BASIS OF PRICE SALES THROUGH NEW CUSTOMERS ADDED NUMBER OF CUSTOMER TRAINING PROGRAMS & PERSONS FROM CUSTOMERS CUSTOMER SATISFACTION INDEX (%) COMPLAINT RESPONSE TIME (IN DAYS) PROMOTION PROCEDURE PROVIDED BY THE COMPANY RELATIONSHIP WITH CUSTOMER SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT 'COMPANY CLEARLY COMMUNICATED ITS PRODUCT DETAILS AND BENEFITS' SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT 'AN ADVERTISEMENT SHOULD USE A CELEBRITY OR A FAMOUS PERSONALITY'
Page No.
31 32 33 34 35 36 37 38
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CHAPTER? 1
ADVERTISING
1.1) ADVERTISING AGENCY 1.2) TYPES OF ADVERTISING AGENCIES 1.3) TOP ADVERTISMENT AGENCY OF INDIA
CHAPTER?1
1.1) INTRODUCTION ABOUT ADVERTISING
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. It can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging 'environmentally friendly' behaviors. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Advertising may be placed by an advertising agency on behalf of a company or other organization.
Non?commercial advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement
Print Advertising – Newspapers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.
1.2) ADVERTISING AGENCY
INTRODUCTION
Advertising agencies are outside companies that provide for the marketing and advertising needs of other businesses and organizations. Advertising agencies offer a full range of advertising services and advice based on market studies, popular culture and advanced sales techniques. Because Advertising agencies produce logos, creating effective and attractive color schemes to draw the consumer's attention to their clients' ads. They also prepare slogans and brochures, and write descriptive copy for sales materials. They may produce public service announcements for charitable organizations and social programs as well, and issue press releases for new programs, events, and products. Advertising agencies use assorted forms of media to promote their clients' businesses or organizations, including magazine advertisements, newspaper ads, radio and TV commercials, websites, and even infomercials. Some also plan events, provide booths at conventions, and give away promotional items. they are independent from the client company, they can be objective about a client's promotional needs .The way advertising agencies work is by getting to know their clients' product or service well and determining which demographic provides the best audience for promotion. If a company sells designer handbags, an ad agency would likely try to position the company's TV commercials during women's programming or on a channel geared toward women. The look and tone of an ad campaign is also dependent upon demographics. If the company's target audience is mature adults, design elements should be more traditional than if the target were a younger generation There are several associations that advertising agencies may belong to, such as the Ad Council, the American Advertising Federation, the International Association of Business Communicators, and the American Association of Advertising Agencies, or AAAA. When deciding between advertising agencies, it is a good idea to see if they are members of any associations and to check them out with the Better Business Bureau. Also helpful is asking an ad agency for examples of their work. You may find that they are responsible for well?recognized ad campaigns that have helped establish other companies. Such agencies may be expensive and you may have to wait some time to join their list of clients, but an agency that can make your product or service a household name is worth the wait and the cost.
MEANING
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non?profit organizations and government agencies. Agencies may be hired to produce an advertising campaign
HISTORY OF ADVERTISING AGENCY
Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This agency placed ads produced by its clients in various newspapers In 1856 Mathew Brady created the first modern advertisement when he placed an ad in the New York Herald paper offering to produce "photographs, ambrotypes and daguerreotypes. His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper ads were set in agate and only agate. His use of larger distinctive fonts caused a sensation. Later that same year Robert Bonner ran the first full?page ad in a newspaper.
In 1864, William James Carlton began selling advertising space in religious magazines. James Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman, purchasing the company in 1877 and renaming it the James Walter Thompson Company, which today is the oldest American advertising agency. Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising
1.3) ADVERTISING AGENCY IN INDIA
The First World War created conditions for the growth of some of the Indian consumer industries. After the war, new British investment followed. The need arose for specialized advertising services. The British India Corporation, a British firm in Kanpur, with a relatively wide range of consumer goods, set up Alliance Advertising Associates Limited. This was probably the first advertising agency in India to provide a wide variety of services. In 1922, Mr. L.A. Stronach, a senior artist of Alliance Advertising, left to start his own agency in Bombay. Thus was born a new type of business enterprise in the service sector in India. The Indian advertising industry had a slow start and got its first boost during the Second World War. With the British personnel having to join the armed forces, opportunities opened up for Indians in this new talent?intensive business. Then followed a brief interlude of uncertainty in the years immediately following Independence. The launching of the First Five?Year Plan and more so the Second Five Year Plan, with the accent on rapid industrialization, gave an impetus to the growth of advertising agency business in India. By 1952 there were 109 advertising agencies in India with a total turnover of Rs 3.5 corer. By 1967, the number of advertising agencies had increased to 279 with a total turnover of Rs 35 corer. The Indian advertising industry has really come' into its own with the growing liberalization of the economy since the mid?eighties. According to the fourth agency report of the journal Advertising and Marketing, the Indian advertising industry grew by 36.5 per cent in 1992 ?93, far outpacing the growth of Indian industry. What is significant, however, is that three of the top four advertising agencies in India continue to be subsidiaries of international advertising agencies?Hindustan Thompson Associates and Lintas India being the first two, and Ogilvy & Mather being the fourth. What is more with the new interest of many national corporations in the Indian market, a large number of international advertising agencies have entered the Indian advertising industry in collaboration with leading Indian advertising agencies. This is the process of globalization of Indian advertising agency business. This is opening up new opportunities for Indian advertising to assume greater responsibility and serve everywhere in the world and gather experience of global marketing and advertising.
1.4) TYPES OF ADVERTISING AGENCIES
Following are major types of advertising agencies that are currently serving the advertising industry
.Full Service Agencies
A full service ad agency is one that provides a range of marketing services. A full services agency provides services that are directly related to advertising such as copywriting, artwork, production of ads, media planning etc. It also provides such services in respect of pricing, distribution, packaging, product design etc
Modular agencies
A modular agency is a full service agency that sells its services on a piece meal basis. Thus an advertiser may commission an agency’s creative department to develop an ad campaign while obtaining other agency services elsewhere. Or, an advertiser may hire an agencies media department to plan and execute a program for advertising that another agency has developed. Fees are charged for actual work undertaken.
In House agencies
Those companies, which prefer to have closer control over advertising, have their own in?house agency. This type is owned completely by the advertiser. It performs almost all functions that an outside advertising agency would perform and that’s why some people refer to it as full?service advertising department of the advertiser. However, the difference between an in?house agency and an advertising department is that the in?house agency can undertake to serve several other clients, if the owner so desires, but an advertising department solely undertakes that work of its owner and not of outside clients. Secondly an advertising department may not be equipped the personnel and facilities, which an in?advertising schedule and costs, but also offers convenience for its owner, because it is just available in the same building as that of the head office of advertiser.
Such in-house agency also benefits the owner as it can bring revenue through agency commission that are offered by the media and by way of fees that are collected from outside parties for undertaking their advertising work. Such revenue increases the funds and profits of the company. There is another version of in-house agency whereby advertiser handles the total agency functions by buying service unit to buy time, space and place the ads. Such an In-house agency is an administrative center (under the direction of an advertising director) that gathers and directs varying outside for its operation use agency would posses. In-house agency not only provides control over
Creative Boutiques
These are shop agencies that provides only creative functions and not full?service. The specialized creative functions include copy writing, artwork and production of ads, they charge a fee or percentage of full service agencies, and as such most of them convert into a full service agency or merge with other agencies to provide a wide range of services.
Mega agencies
A significant of 1980’s is the development of mega agency. Agencies worldwide merge with each other serve their clients in much better way. It was in 1986, Saachi & Saachi, a London based agency who started the movement and at present it is the third largest agency network in the world.
The Specialists Agency
There are some agencies who undertake advertising work only in certain areas. there are agencies that specialize only in financial services or only in publicity or only in point?of?purchase material etc. for instance Soubhagya advertising agency concentrate on specialized in financial advertising.
1.5) TOP ADVERTISMENT AGENCY OF INDIA
• • • • • • • • • Akshara Advertising Mudra communication ltd Chaitra Leo Burnett Pvt Ltd Contract Advertising (India) Ltd Crayons Advertising and Marketing Pvt Ltd Creative Advertising Enterprise Nexus Communications Pvt. Ltd Euro RSCG Advertising Pvt Ltd Time Database
CHAPTER?2
OBJECTIVE OF STUDY
2.1) TITLE OF PROJECT 2.2) PRIMARY & SECONDARY OBJECTIVE 2.3) SCOPE OF THE STUDY
CHAPTER 2
OBJECTIVE OF THE PROJECT
2.1) Title of Project
A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO “TIME DATABASE”, NEW DELHI
2.2) OBJECTIVE OF STUDY 2.2(A) PRIMARY OBJECTIVE OF STUDY:
1) To know the level of client satisfaction of Time Database. 2) To know the complaint response time of Time Database.
2.2(B) SECONDARY OBJECTIVE:
1)To make long term relationship with customer. 2)To Assess promotion procedure of Time Database in N.C.R. (Delhi, Gurgaon, Gaziabad)
2.3 SCOPE OF THE STUDY This study is attempted to assess the Level of Customer Satisfaction of Time Database.The scope of the study ranges from March 8,2010 toMay 8,2010. Also this study is done for South Delhi and N.C.R(Nationl Capital Region)
CHAPTER?3
REVIEW OF LITERTURE
3.1) CUSTOMER RELATIONSHIP AND SATISFACTION 3.2) RELATIONSHIP APPROACHES 3.3) CUSTOMER SATISFACTION SURVEY (CSS):? 3.4) CRM FROM THE BUSINESS STRATEGY PERSPECTIVE
CHAPTER 3 REVIEW OF LITERATURE
3.1) CUSTOMER RELATIONSHIP AND SATISFACTION
Key processes followed by TD for building relationship with customers are –
a) Reinforcement with customers b) Reinforcement of their loyalty c) Meeting and surpassing their expectations
In order to make best use of resources and to build relationship in all functionally related agencies of the customer organizations, the approaches for different entities are important like –
1) Users 2) Influencers 3) Buyers 4) Deciders
3.2) THERE ARE THREE RELATIONSHIP APPROACHES MADE BY TIME DATABASE
a) Partnership – • High volume • • High profits High growth potential
b) Pro-active – • Medium volume • • Medium profits Medium growth potential
c) Reactive – • Low volume • Low profits
3.3) CUSTOMER SATISFACTION SURVEY (CSS)
Marketing officer co?ordinates all aspects of this satisfaction survey with the Regional Marketing Managers (RMMs) concerned and compiles all data. The survey results of customer satisfaction and dissatisfaction are analyzed segment?wise and the analysis is present for initiating the customer satisfaction and dissatisfaction improvement plans. The information on customer’s satisfaction relative to the competitors is primarily gathered during the planned visits of senior leaders, RMMs, BDMs, CPEs to the customer’s agencies who also deal with competitor’s products and services.
Customer Satisfaction determination
Types Of Data Parameters Tools
Opinion data
Feedback, survey call reports, CSI, complaint analysis, visit visits, customer meets reports
Behavior data
Repeat Business, Market Share
Repeat Business, share? of? spend
3.4) CRM FROM THE BUSINESS STRATEGY PERSPECTIVE.
The Business Strategy perspective has most in common with many of the lessons and topics contained on this website, and indeed within the field of marketing itself. The diagram below shows the MarketingTeacher Model of CRM and Business Strategy. Our model contains three key phases - customer acquisition, customer retention and customer extention, and three contextual factors - marketing orientation, value creation and innovatove IT.
A commonly cited definition of CRM is that of CRM (UK) Ltd (2002), as follows
Customer Relationship Management is the establishment, development, maintenance and optimisation of long-term mutually valuable relationships between consumers and organizations.
What you cry? What does that mean? Let's unpack the definition. The key to the definition is long-term mutually valuable relationship. This is based upon a definition of marketing that considers marketing as a mutually satisfying system of exchanges (for example Baker 2002). So CRM is the building and maintenance of long-term customer relationships. The relationship delivers value to customers, and profits to companies. The relationship is supported (but not driven) by cutting edge IT. The business strategy is based upon the recruitment, retention and extension of products, services, solutions or experiences to customers. This is the core of CRM.
CHAPTER?4
RESEARCH METHODOLOGY
4.1) PLAN DEVELOPMENT 4.2) DATA SOURCE
4.3) SAMPLE DESIGN
4.4) STATISTICAL TOOLS
4.5) LIMITATIONS OF THE STUDY
CHAPTER 4
RESEARCH METHODOLOGY
4.1 PLAN DEVELOPMENT
The second calls for developing the most efficient plan for gathering the needed information. Not to forget the cost or values of research the marketing manager must estimate process its approval. Research plan calls for decisions on
4.2 DATA SOURCE i. Primary data to be collected for a specific purpose. ii. Secondary data collected for another purpose and already existing somewhere.
4.2.1 PRIMARY DATA Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data, survey research was used and their competitors were contacted. Survey research is the approach best suited gathering description 4.2.2 SECONDARY DATA
The secondary data consists of information that already exists somewhere, having been collected far another purpose. Any researcher begins the research work by first going through the secondary data. Secondary data includes the information available with the company. It may be the findings of research previously done in the field. Secondary data can also be collected from magazines, newspapers, other surveys conducted by known research agencies etc.,
4.3 SAMPLE DESIGN
POPULATION – Here population is taken whole N.C.R region.But due to cost constraints and time availability a sample of customers is taken for research purpose. SAMPLE SIZE – The research is prepared by taking a sample size of 100.
4.4 STATISTICAL TOOLS 4.4.1PERCENTAGE ANALYSIS Percentage refers to a special kind of ratio. Percentage is used in making comparison between two (or) more series of data. Percentage method is used to describe the relationship.
FORMULA:
PERCENTAGE:
.
4.4.2 WEIGHTED AVERAGE METHOD This method is used to compute the weighted averages for the ranks to determine which factors (such as quality, price, availability, packaging, and performance) is the most preferred one. For each factor the score for that option multiplies the number of respondents under various potions. The results are added and divided by the total number of responses in that factor to arrive at the index. The factors are ranked in descending order according to their indices. FORMULA:
Xw W
weight assigned to each observation
?XW: w1x1 +w2x2+w3x3…….. Sum of the weights at each elements N: Total no of responses ?w: HS + S + N + D + HD
4.4.3 CHI SQURE DISTRIBUTION
The chi square test is written as ?2 test, is a useful measure of comparing experimentally obtained
results with those expected theoretically and based the hypothesis. It is used as a test statistic in testing a hypothesis that provides a set of theoretical frequencies are compared. The measure of chi square enables us to find out the degree of discrepancy between observed frequencies and theoretical frequencies and thus to determine whether the discrepancy between observed frequencies and theoretical frequencies is due to errors of sampling or due to chance. FORMULA: ?2 =
Oi = observed frequency of the ith term.
Ei = expected frequency of the ith term.
Degrees of freedom: V = (R?1) (C?1) Where R is the number of rows and c is the number of columns.
4.5) LIMITATIONS OF THE STUDY
¾ The conclusion cannot be conclusive as market is full of perfect competition.
¾ The duration of the study was limited to period of two month so that the extensive and deep study could not be possible. ¾ The study is depending mostly on the web information. ¾ Respondent do not feel free to Respond so overall picture can not be drawn over the situation. ¾ All the aspect were impossible to analyse due to time boundation.
CHAPTER?5
COMPANY PROFILE AND PRODUCT PROFILE
5.1) COMPANY PROFILE 5.2) PRODUCT PROFILE OF TIME DATABASE 5.3) MEMBERS IN THE MANAGEMENT OF THE TIME DATABASE 5.4) CLIENTS OF TIME DATABASE 5.5) COMPETITORS OF THE TIME DATABASE 5.6) SWOT ANALYSIS OF TIME DATABASE
CHAPTER 5
COMPANY PROFILE AND PRODUCT PROFILE
5.1) COMPANY PROFILE Time Database is a printing and publishing company with a leading market presence in diverse business areas spanning Business Directories, Magazine Publishing, Printing Services and Publishing Outsourcing. A pan?Indian network covering 10 cities and over 1255 employees gives Time Database a national footprint. Time Database has recently forayed into the Publishing Outsourcing segment and is well?placed to consolidate its position in this booming market with tremendous growth potential. Time Database brands include the directory titled FIND Yellow Pages has been rated as having highest readership among all the English publications in India, the product finder Search, consumer magazines Overdrive, IC Chip, etc. Time Database is now expanding our presence across various special interest segments in magazine publishing. Time Database is also fortifying its presence in community guides, within directories business. Independent estimates peg the size of the rapidly growing publishing outsourcing vertical in India to be at an estimated growth rate of 35% . Time Database has successfully forayed into this segment and is poised to play a unique role going forward \
TIME DATABASE Established : 2001 Location : Manasar, Gurgaon(HR) Key People : Mr. V,Singh M.D.
TD’s Vision
“A global Advertising company.”
TD’s Mission
“Time Database shall be high performance and technology driven organization committed to create value for all it’s stake holders.”
TD’s Value
1. Customer delight. 2. Leadership by example.
3. Integrity and transparency.
4. Fairness.
5. Furthering excellence.
5.2) PRODUCT PROFILE OF TIME DATABASE
1) Yellow Pages? FIND in South Delhi 2) Education key in N.C.R
3) Google Top Listing 4) Informer shopper?complete shopping guide in New Delhi 5) Mrig?B2B Portel in Kochin
5.3) MEMBERS IN THE MANAGEMENT OF THE TIME DATABASE
NAME S.K.Singh Mohit K.Singh Joy Deep Dasgupta Sonal Gupta DESIGNATION Executive, vice?president, and head sales Country head, mudra sport Vice president and national strategic, planning head Account planner
5.4) CLIENTS OF TIME DATABASE
1. Paros pharmaceuticals 2. Reliance communication 3. Union bank of India 4. Life Insurance Cooperation of India 5. Godrej 6. The Philips 7. Hindustan unilever ltd. 8. Pepsi 9. Jet air ways 10. Reliance ADAG 11. Spice telecom 12. ICI points 13. Amrutanjan
5.5) COMPETITORS OF THE TIME DATABASE
AGENCY Adbur Pvt Ltd Akshara Advertising Ambience D’Arcy Chaitra Leo Burnett Pvt Ltd PLACE Ghaziabad New Delhi Mumbai Mumbai ?
Mudra Communication Ltd.
New Delhi
5.6) S.W.O.T ANALYSIS OF TIME DATABASE
STRENGTHS:.
• •
India’s best known local Brand across all categories. 3.5% market share in the national Advertising market.
• • • • • • • •
Presence of a well?established distribution and delivery network for services. Penetration pricing Satisfying the need of the customers Meeting up the client requirements in time Innovative & creative in advertisement segment Quality in advertisement Global exposure with higher rewards & appreciation Efficient team working environment
WEAKNESS
•
Advertising is low profile, as the results of our survey show. Majority of respondents has not heard of Time Database products. Competitor companies on the other hand are into heavy advertising and consequently, are popular.
• •
Pricing strategy Lack in promotion strategies towards increasing the brand name.
OPPORTUNITIES
• • • •
There is ample scope in the low priced segment as also in other categories where consumers presently are dissatisfied with the quality being provided Vis a Vis the price being charged. Distributors are dissatisfied with the margin & customer support services currently being provided in the market. Entering in global market to attract global clients Being the oldest advertising agency in India, it brand among its clients? they have lot of client coming back with new product for getting advertised.
•
In its successful journey, they lot of wonderful memorable advertisement done by them? this has increased their brand image in the Indian market
THREATS
Time Database might face threat from the local Advertiser in the low end of the market.
•
Product differentiation strategy has been very well received by the consumers and Info Media is also pushing up its advertising pitch.
• • •
Challenging stiff competition from its competitor’s from both domestic & international levels. Changes in the taste & preferences of clients. Lack of creative minds & also too expensive in overall management.
CHAPTER?6
ANALYSIS AND INTREPRETATION
TABLES AND CHARTS
CHAPTER 6
ANALYSIS AND INTREPRETATION
TABLE6.1: LEVEL OF SATISFACTION ON THE BASIS OF SERVICE
Satisfaction level Highly Satisfied Satisfied Dis satisfied
SOURCE: Primary data
Number 70 25 5
% 70% 25% 5%
CHART6.1: LEVEL OF SATISFACTION ON THE BASIS OF SERVICE
Chart – 4 Customer Satisfaction With Price
Customer Satisfaction with Service
Price is the prime factor, to attract customer, and it also make an image in customer mind. If a product is expensive than people will not opt it and if quality of price i
5, 5% 25, 25%
Highly Satisfied Satisfied Dis satisfied
70, 70%
Price Satisfaction level Highly Satisfied Satisfied Dissatisfied Total
Premium Normal Total Price price
: 70% of INTERPRETATION customer are highly satisfied on the basis of service. 25% of customer are satisfied on the basis of service.
20
40
60
20 5 45
9 6 55
29 11 100
TABLE 6.2: LEVEL OF SATISFACTION ON THE BASIS OF PRICE
SOURCE: Primary data
CHART6.2:LEVEL OF SATISFACTION ON THE BASIS OF PRICE
TABLE 6.3: SALES THROUGH NEW CUSTOMERS ADDED
Year No. of new customers added Sales made (in crores)
03?04 04?05 05?06 06?07 07?08 SOURCE: Secondary data
23 25 35 40 44
45 50 52 55 63
Chart No.: 6.3 Sales through new Customers Added
INTERPRETATION : 44 customer have been added with the new sales.
TABLE 6.4:NUMBER OF CUSTOMER TRAINING PROGRAMS & PERSONS FROM CUSTOMERS
Year No. of Programs No. of persons programs attending
03?04 04?05 05?06 06?07 07?08 SOURCE: Secondary data
2 5 9 12 15
62 103 126 150 170
CHART 6.4: Number of Customer Training Programs & Persons from customers
INTERPRETATION : 15 program for customer training have been conducted with 170 person attending Table no.6.5 Customer Satisfaction Index (%)
Year 2002?03 2003?04 2004?05 2005?06 2006?07 Customer Satisfaction Index(%) 76 77 82 83 83
2007?08 SOURCE: Secondary data
84
Chart No.: 6.5 Customer Satisfaction Index (%)
INTERPRETATION : 84% customer are satisfied with company.
TABLE NO.6.6 COMPLAINT RESPONSE TIME (IN DAYS)
Year Complaints response time (in days) 01?02 02?03 03?04 04?05 05?06 06?07 07?08 SOURCE: Secondary data 18 16 11 10 10 10 10
Chart No.: 6.6 Complaint Response Time (in days)
INTERPRETATION : Complains response time has been reduce by 50%,Earlier it was 18
day now it become to 10 days.
TABLE?6.7 PROMOTION PROCEDURE PROVIDED BY THE COMPANY
Promotion Highly satisfied Satisfied Neutral Dissatisfied Total No. of the respondent 53 27 10 10 100 %.of the respondent 53% 27% 10% 10% 100%
SOURCE: Primary data
Chart No ?6.7 Promotion procedure provided by the company
INTERPRETATION : 53% customer are highly satisfied with the promotion procedure
provided. TABLE?6.8RELATIONSHIP WITH CUSTOMER
Satisfaction Highly satisfied Satisfied Neutral Total SOURCE: Primary data No. of the respondent 12 63 25 100 %.of the respondent 12% 63% 25% 100%
Chart No?6.8 Relationship with other customer
INTERPRETATION : 63% are satisfied with relation to customer.
TABLE NO 6.9 SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT ‘COMPANY CLEARLY COMMUNICATED ITS PRODUCT DETAILS AND BENEFITS’
Level of Agreeableness Source of Awareness Agree 10 Advertisement 33 Sales person 8 Friends & Relatives Total 51 29 20 100 5 7 20 18 6 57 Neither Agree Disagree nor Disagree 6 7 23 Total
Chart No. 6.9
TABLE 6.10 SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT ‘AN ADVERTISEMENT SHOULD USE A CELEBRITY OR A FAMOUS PERSONALITY’
Source of Awareness Level of Agreeableness Total
Agree Advertisement 26 Sales person 40 Friends & Relatives 7
Disagree 7 13 5 12 53 33
Chaet 6.10
INTERPRETATION : Celebrity showed be used to enhance its sales.
Price Satisfaction level Highly Satisfied Satisfied Dissatisfied Total Primeum Normal Total Price price CHI SQUARE ANALYSIS: 1
Price matching with level of customer
20
40
60
satisfaction
20 5 45 9 6 55 29 11 100
Step 1: setting up null hypothesis
HO: There is no significance Relationship between the level of customer satisfaction and price.
Step 2: setting up alternative hypothesis
H1: There is significance Relationship between the level of customer satisfaction and price.
Step 3: Level of significance is 5%
O i 20 20 5 40 9 6
E i 27 13.05 4.95 33 15.95 6.05
(Oi?Ei)2 49 48.30 .0025 49 48.30 .0025
(Oi?Ei)2/ Ei 1.81 3.70 0.0005 1.48 3.02 0.0004 10.01
Step 4: ?2 = = 10.01
Step 5:
Degree of freedom = (r?1) (c?1) =(3?1) (2?1) =(2)(1) =2
Step 6:
Calculated value is =10.01
Step 7:
Table value at 5% is 5.99
Result
Since calculated value is greater than table value HO is rejected.
Inference: There is significance Relationship between the level of customer satisfaction and price.
CHI SQUQRE ANALYSIS ?2
Source of awareness with level of agreeable the statement “COMPANY CLEARLY
COMMUNICATES ITS PRODUCT DETAILS AND BENEFIT”
Source of awareness Level of agreeable Agree
Advt
Sales person
Relative Total
10
33
8
51
Neutral Disagree Total
6 7 23
18 6 57
5 7 20
29 20 100
Step 1: setting up null hypothesis
HO: There is significance relationship between source of awareness and level of agreeable. Step 2: setting up alternative hypothesis H1: There is no significance relationship between source of awareness and level of agreeable. Step 3: Level of significance is 5%
O i 10 6 7 33 18 6 8 5 7
E i 11.73 6.67 4.60 29.07 16.53 11.40 10.20 5.80 4.00
(Oi?Ei)2 2.99 0.44 5.76 15.44 1.47 29.16 4.84 0.64 9.00
(Oi?Ei)2/ Ei .25 0.065 1.25 0.53 .08 2.55 .47 .11 2.25
7.55
Step 4: ?2 = = 7.55 Step 5:
Degree of freedom = (r?1) (c?1) =(3?1) (3?1) =(2)(2) =4
Step 6:
Calculated value is =7.55
Step 7:
Table value at 5% is9.41
Result
Since table value is greater than calculated value HO is accepted.
Inference:
There is significance relationship between source of awareness and level of agreeable.
WEIGHTED AVEG MEAN ANALYSIS
WEIGHTED ARITHMETIC MEAN BASED ON CUSTOMER MINDSET: S.no Statements H.S. S D.S
1 2 3 4
Customer mindset Price for service is low Customer service is good Promotion procedure provided by Comp. Relationship with Customer
60 70 63 12
35 25 27 63
5 5 10 25
Price for service (60*3)+ (35*2) + (5*1)
=180+70+5 =255/100 =2.55
Customer service (70*3) + (25*2) + (5*1)
= 210+50+5 =265/100 = 2.65
Promotion procedure
(63*3) + (27*2) + (10*1) =189+54+10 =253/100 = 2.53
Relationship with Customer
(12*3) + (63*2) + (25*1) =36+126+25 =187/100 = 1.87
RESULT
Most of the respondents agree that Time Database Customer service is good and Price for service is good.
CHAPTER?7
FINDINGS
CHAPTER 7 FINDINGS
1) On the basis of service 70% client are highly satisfied and 25% satisfied. 2) 60% customer are satisfied and 35% are satisfied with concern to price. 3) 63 customer have been added with the new sales. 4) 15 program for customer traning have been conducted with 170 person attending. 5) 84% customer are satisfied with company . 6) 63% are satisfied with relation to other customer. 7) Celebrity showed be used to enhance its sales. 8) 57% of awareness about product details and benefites are communicated by sales person.
CHAPTER?8 SUGGESTION
CHAPTER 8
SUGGESTION
Only 53 percent of the respondents surveyed are satisfied with the promotion procedure adopted by the company therefore company should improve on their promotion procedures to generate awareness of its services. Even though the company has reduced its complaint response time from 18 to 10 days but it has a long way to go to survive in the competitive market where it take 2?3 days to solve the problem. Company has increased the number of training programs from 2 in 2003 to 15 in 2008 but it failed to increase the number of customer participation in the same proportion. Therefore the company should take necessary steps for maximum customer involvement in the programs.
CHAPTER?9 CONCLUSION
CHAPTER 9 CONCLUSION
Out of total number of respondents surveyed 70% of the respondents are highly satisfied with the services of the Time Database and 60% are satisfied with the price charged for the services rendered by the company.
The complaint response time of the company has reduced to 55.56% in the last seven years (from 18 days to 10 days), which shows that the company is adhering to its objective of solving customer complaints as early as possible to achieve its primary objective of customer satisfaction. There is an increased participation of the customers in the training programs which shows that the company is building good relationships with them. The participation has increased from 62 customers in 2003 to 170 in 2008. From the data gathered through secondary sources 53% of the respondents are satisfied with the promotion procedure adopted by Time database.
CHAPTER?10
BIBLIOGRAPHY
CHAPTER 10
BIBLIOGRAPHY
Books Referred: Marketing management by Philip Kotler Advertising principle practice by Burnett Wells Mariraty Websites:
www.google.com www.india advertising agency.com www.yahoo.com www.msn.com
CHAPTER?11
APPENDICES QUESTIONNAIRE
CHAPTER 11
APPENDICES QUESTIONNAIRE
Name of the organisation
Address of the Business Pin Code ????????????????????????? Tel.no. Fax ???????????????????????????????? E?mail Business Details Name of Decision Maker Designation Website ???????????????????????????
1) How often do you use ‘FIND’?
At least once a week At lest once month Rarely
2) For which of the following purpose do you use ‘FIND’? Official /Business Personal/Domestic Both-Official as well as Personal
3) Which products / Services do you generally look for in the ‘FIND’? 1.__________________________ 2.______________________________
3. _________________________ 4._______________________________
4) Which Brand do you refer to, for information? ------------------------------------------------------------------------------------ 5) Which other source do you refer to, for information? 1.___________________________ 2.________________________________ 6) Do you find the category index easy to refer? If No, Any suggestions: 7) Do you find the cost of ‘FIND’ approprite? YES 8) How you find the distribution of ‘FIND’ in specific area? Good 9) Does ‘Find’ meet the specific standard? Yes NO Fair Poor NO Yes No
10) The statement ‘An advertisement should use a celebrity or a famous personality’
11) How much you are satisfied with our services?
? Highly satisfied
? Satisfied ? Dissatisfied
12) What is your opinion about pricing of the company? ? Highly satisfied 13) The process for getting your concern resolve was? ? Satisfactory ?average ? superior 14) What do you think regarding the promotion procedure of the company? ? Highly satisfied
? Satisfied ? Dissatisfied
? Satisfied ? Dissatisfied
15) what is your opinion about source of awareness used by the company? Advertisement salesperson friends & relatives ? agree ? agree ? agree ? disagree ? disagree ? disagree ? neutral ? neutral ? neutral 16) Do you have any other suggestions to make find Yellow pages more informative and user friendly?
?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ????????????????????????????????????????????????
doc_443246302.pdf
A real-time database is a processing system designed to handle workloads whose state is constantly changing.
A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO “TIME DATABASE” NEW DELHI A PROJECT REPORT SUBMITTED TO THE SRM SCHOOL OF MANAGEMENT
IN PARTIAL FULFILLMENT OF THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION BY SUDHANSHU TRIPATHI (Reg. No. 35080606) UNDER THE GUIDANCE OF M.CHITRA (MBA, M.PHIL) (Asst. Professor)
SRM SCHOOL OF MANAGEMENT SRM UNIVERSITY KATTANKULATHUR 603203 (May 2010)
SCHOOL MANAGEMENT SRM UNIVERSITY
OF
S.R.M. Nagar, Kattankulathur – 603203 – GST Road – Near Chennai Phone: 044?27453901, 27455919? Fax: 044?27453903 E?mail: [email protected] Internet: www.srmuniv.ac.in
BONAFIDE CERTIFICATE
Certified that this Project titled “Customer
satisfaction with special
reference to time database” is the bonafide work of Mr. Sudhanshu Tripathi who carried out the research under my supervision. Certified further, to the best of knowledge the work reported him in does not from part of any other project report or desertion on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.
Signature of the Dean (SRM School of Management)
Signature of the Project Guide
DECLARATION
I, SUDHANSHU TRIPATHI, a bonafide student of SRM School of Management, SRM University, Chennai, would like to declare that the project work entitle “Customer satisfaction with special reference to Time Database” in the partial fulfillment of the M.B.A. degree course of SRM University, is my original work.
Place: Chennai Date:
SUDHANSHU TRIPATHI
ABSTRACT
The project entitled “A study on Customer Satisfaction “undertaken at Time Database was conducted to assess the customer satisfaction and to identify the preferred services. Descriptive research design is applied in this study. Samples of 100 customers are taken for survey by using Non-probability convenience sampling method. Primary data is collected through survey by using a well designed questionnaire. The secondary data is collected from published books and websites. The data collected were subjected to the application of statistical tools like chi-square and weighted average method. The findings from the analysis shows that the customers are satisfied with the services and price offered by Time Database and majority of the customers are well aware of TD’s services.
Acknowledgement
It is my immense pleasure; I acknowledge and record my sincere thanks and a deep sense of gratitude and to Dr. Jayshree Suresh (Dean SRM School of Management), S.K.Singh(VP- HR, Time Database), for their generous wholehearted kind support and cooperation. My project guide Asst. Prof. M.Chitra for her guidance and valuable suggestions.
My in-house guides Mr. Rajesh(Manger), Mrs. Sonal Gupta, Ms.Sanjana and other staff member of Time Database for their excellent cooperation, valuable information, support, guidance, enthusiastic involvement, motivation and fellowship.
Finally to all my well wishers who have helped in different ways, and my beloved parents and relatives who have motivated me by being a source of inspiration and constant encouragement.
Place: Chennai Date: (SUDHANSHU TRIPATHI)
CONTENTS
S.NO 1 CHAPTER INTRODUCTION 1.1) ADVERTISING 1.2) ADVERTISING AGENCY 1.3)ADVERTISING AGENCY IN INDIA 1.4)TYPES OF ADVERTISING AGENCIES; 1.5)TOP ADVERTISMENT AGENCY OF INDIA OBJECTIVE OF STUDY 2.1) TITLE OF PROJECT 2.2) PRIMARY & SECONDARY OBJECTIVE 2.3) SCOPE OF THE STUDY REVIEW OF LITERTURE 3.1) CUSTOMER RELATIONSHIP AND SATISFACTION 3.2) RELATIONSHIP APPROACHES 3.3) CUSTOMER SATISFACTION SURVEY (CSS):3.4 CRM FROM THE BUSINESS STRATEGY PERSPECTIVE RESEARCH METHODOLOGY 4.1) PLAN DEVELOPMENT 4.2) DATA SOURCE 4.3) SAMPLE DESIGN 4.4) STATISTICAL TOOLS 4.5) LIMITATIONS OF THE STUDY COMPANYPROFILE AND PRODUCT PROFILE 5.1) COMPANY PROFILE 5.2) PRODUCT PROFILE OF TIME DATABASE 5.3) MEMBERS IN THE MANAGEMENT OF THE TIME DATABASE 5.4) CLIENTS OF TIME DATABASE 5.5) COMPETITORS OF THE TIME DATABASE 5.6) S.W.O.T ANALYSIS OF TIME DATABASE ANALYSIS AND INTREPRETATION TABLES AND CHARTS FINDINGS SUGGESTIONS CONCLUSION BIBLOIGRAPHY APPENDICES QUESTIONNAIRE Page No. 1 3 6 7 9 11 11 11 13 13 14 15 17 17 17 18 20 22 24 25 26 27 28 31 48 50 52 54 56
2
3
4
5
6 7 8 9 10 11
LIST OF TABLES
Table No. 6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8
Table Description LEVEL OF SATISFACTION ON THE BASIS OF SERVICE LEVEL OF SATISFACTION ON THE BASIS OF PRICE SALES THROUGH NEW CUSTOMERS ADDED NUMBER OF CUSTOMER TRAINING PROGRAMS & PERSONS FROM CUSTOMERS CUSTOMER SATISFACTION INDEX (%) COMPLAINT RESPONSE TIME (IN DAYS) PROMOTION PROCEDURE PROVIDED BY THE COMPANY RELATIONSHIP WITH CUSTOMER SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT 'COMPANY CLEARLY COMMUNICATED ITS PRODUCT DETAILS AND BENEFITS' SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT'AN ADVERTISEMENT SHOULD USE A CELEBRITY OR A FAMOUS PERSONALITY'
Page No. 31 32 33 34 35 36 37 38
6.9
39
6.10
40
LIST OF CHARTS Chart No.
6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8
Chart Description
LEVEL OF SATISFACTION ON THE BASIS OF SERVICE LEVEL OF SATISFACTION ON THE BASIS OF PRICE SALES THROUGH NEW CUSTOMERS ADDED NUMBER OF CUSTOMER TRAINING PROGRAMS & PERSONS FROM CUSTOMERS CUSTOMER SATISFACTION INDEX (%) COMPLAINT RESPONSE TIME (IN DAYS) PROMOTION PROCEDURE PROVIDED BY THE COMPANY RELATIONSHIP WITH CUSTOMER SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT 'COMPANY CLEARLY COMMUNICATED ITS PRODUCT DETAILS AND BENEFITS' SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT 'AN ADVERTISEMENT SHOULD USE A CELEBRITY OR A FAMOUS PERSONALITY'
Page No.
31 32 33 34 35 36 37 38
6.9
39
6.10
40
CHAPTER? 1
ADVERTISING
1.1) ADVERTISING AGENCY 1.2) TYPES OF ADVERTISING AGENCIES 1.3) TOP ADVERTISMENT AGENCY OF INDIA
CHAPTER?1
1.1) INTRODUCTION ABOUT ADVERTISING
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. It can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging 'environmentally friendly' behaviors. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Advertising may be placed by an advertising agency on behalf of a company or other organization.
Non?commercial advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement
Print Advertising – Newspapers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.
1.2) ADVERTISING AGENCY
INTRODUCTION
Advertising agencies are outside companies that provide for the marketing and advertising needs of other businesses and organizations. Advertising agencies offer a full range of advertising services and advice based on market studies, popular culture and advanced sales techniques. Because Advertising agencies produce logos, creating effective and attractive color schemes to draw the consumer's attention to their clients' ads. They also prepare slogans and brochures, and write descriptive copy for sales materials. They may produce public service announcements for charitable organizations and social programs as well, and issue press releases for new programs, events, and products. Advertising agencies use assorted forms of media to promote their clients' businesses or organizations, including magazine advertisements, newspaper ads, radio and TV commercials, websites, and even infomercials. Some also plan events, provide booths at conventions, and give away promotional items. they are independent from the client company, they can be objective about a client's promotional needs .The way advertising agencies work is by getting to know their clients' product or service well and determining which demographic provides the best audience for promotion. If a company sells designer handbags, an ad agency would likely try to position the company's TV commercials during women's programming or on a channel geared toward women. The look and tone of an ad campaign is also dependent upon demographics. If the company's target audience is mature adults, design elements should be more traditional than if the target were a younger generation There are several associations that advertising agencies may belong to, such as the Ad Council, the American Advertising Federation, the International Association of Business Communicators, and the American Association of Advertising Agencies, or AAAA. When deciding between advertising agencies, it is a good idea to see if they are members of any associations and to check them out with the Better Business Bureau. Also helpful is asking an ad agency for examples of their work. You may find that they are responsible for well?recognized ad campaigns that have helped establish other companies. Such agencies may be expensive and you may have to wait some time to join their list of clients, but an agency that can make your product or service a household name is worth the wait and the cost.
MEANING
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non?profit organizations and government agencies. Agencies may be hired to produce an advertising campaign
HISTORY OF ADVERTISING AGENCY
Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This agency placed ads produced by its clients in various newspapers In 1856 Mathew Brady created the first modern advertisement when he placed an ad in the New York Herald paper offering to produce "photographs, ambrotypes and daguerreotypes. His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper ads were set in agate and only agate. His use of larger distinctive fonts caused a sensation. Later that same year Robert Bonner ran the first full?page ad in a newspaper.
In 1864, William James Carlton began selling advertising space in religious magazines. James Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman, purchasing the company in 1877 and renaming it the James Walter Thompson Company, which today is the oldest American advertising agency. Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising
1.3) ADVERTISING AGENCY IN INDIA
The First World War created conditions for the growth of some of the Indian consumer industries. After the war, new British investment followed. The need arose for specialized advertising services. The British India Corporation, a British firm in Kanpur, with a relatively wide range of consumer goods, set up Alliance Advertising Associates Limited. This was probably the first advertising agency in India to provide a wide variety of services. In 1922, Mr. L.A. Stronach, a senior artist of Alliance Advertising, left to start his own agency in Bombay. Thus was born a new type of business enterprise in the service sector in India. The Indian advertising industry had a slow start and got its first boost during the Second World War. With the British personnel having to join the armed forces, opportunities opened up for Indians in this new talent?intensive business. Then followed a brief interlude of uncertainty in the years immediately following Independence. The launching of the First Five?Year Plan and more so the Second Five Year Plan, with the accent on rapid industrialization, gave an impetus to the growth of advertising agency business in India. By 1952 there were 109 advertising agencies in India with a total turnover of Rs 3.5 corer. By 1967, the number of advertising agencies had increased to 279 with a total turnover of Rs 35 corer. The Indian advertising industry has really come' into its own with the growing liberalization of the economy since the mid?eighties. According to the fourth agency report of the journal Advertising and Marketing, the Indian advertising industry grew by 36.5 per cent in 1992 ?93, far outpacing the growth of Indian industry. What is significant, however, is that three of the top four advertising agencies in India continue to be subsidiaries of international advertising agencies?Hindustan Thompson Associates and Lintas India being the first two, and Ogilvy & Mather being the fourth. What is more with the new interest of many national corporations in the Indian market, a large number of international advertising agencies have entered the Indian advertising industry in collaboration with leading Indian advertising agencies. This is the process of globalization of Indian advertising agency business. This is opening up new opportunities for Indian advertising to assume greater responsibility and serve everywhere in the world and gather experience of global marketing and advertising.
1.4) TYPES OF ADVERTISING AGENCIES
Following are major types of advertising agencies that are currently serving the advertising industry
.Full Service Agencies
A full service ad agency is one that provides a range of marketing services. A full services agency provides services that are directly related to advertising such as copywriting, artwork, production of ads, media planning etc. It also provides such services in respect of pricing, distribution, packaging, product design etc
Modular agencies
A modular agency is a full service agency that sells its services on a piece meal basis. Thus an advertiser may commission an agency’s creative department to develop an ad campaign while obtaining other agency services elsewhere. Or, an advertiser may hire an agencies media department to plan and execute a program for advertising that another agency has developed. Fees are charged for actual work undertaken.
In House agencies
Those companies, which prefer to have closer control over advertising, have their own in?house agency. This type is owned completely by the advertiser. It performs almost all functions that an outside advertising agency would perform and that’s why some people refer to it as full?service advertising department of the advertiser. However, the difference between an in?house agency and an advertising department is that the in?house agency can undertake to serve several other clients, if the owner so desires, but an advertising department solely undertakes that work of its owner and not of outside clients. Secondly an advertising department may not be equipped the personnel and facilities, which an in?advertising schedule and costs, but also offers convenience for its owner, because it is just available in the same building as that of the head office of advertiser.
Such in-house agency also benefits the owner as it can bring revenue through agency commission that are offered by the media and by way of fees that are collected from outside parties for undertaking their advertising work. Such revenue increases the funds and profits of the company. There is another version of in-house agency whereby advertiser handles the total agency functions by buying service unit to buy time, space and place the ads. Such an In-house agency is an administrative center (under the direction of an advertising director) that gathers and directs varying outside for its operation use agency would posses. In-house agency not only provides control over
Creative Boutiques
These are shop agencies that provides only creative functions and not full?service. The specialized creative functions include copy writing, artwork and production of ads, they charge a fee or percentage of full service agencies, and as such most of them convert into a full service agency or merge with other agencies to provide a wide range of services.
Mega agencies
A significant of 1980’s is the development of mega agency. Agencies worldwide merge with each other serve their clients in much better way. It was in 1986, Saachi & Saachi, a London based agency who started the movement and at present it is the third largest agency network in the world.
The Specialists Agency
There are some agencies who undertake advertising work only in certain areas. there are agencies that specialize only in financial services or only in publicity or only in point?of?purchase material etc. for instance Soubhagya advertising agency concentrate on specialized in financial advertising.
1.5) TOP ADVERTISMENT AGENCY OF INDIA
• • • • • • • • • Akshara Advertising Mudra communication ltd Chaitra Leo Burnett Pvt Ltd Contract Advertising (India) Ltd Crayons Advertising and Marketing Pvt Ltd Creative Advertising Enterprise Nexus Communications Pvt. Ltd Euro RSCG Advertising Pvt Ltd Time Database
CHAPTER?2
OBJECTIVE OF STUDY
2.1) TITLE OF PROJECT 2.2) PRIMARY & SECONDARY OBJECTIVE 2.3) SCOPE OF THE STUDY
CHAPTER 2
OBJECTIVE OF THE PROJECT
2.1) Title of Project
A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO “TIME DATABASE”, NEW DELHI
2.2) OBJECTIVE OF STUDY 2.2(A) PRIMARY OBJECTIVE OF STUDY:
1) To know the level of client satisfaction of Time Database. 2) To know the complaint response time of Time Database.
2.2(B) SECONDARY OBJECTIVE:
1)To make long term relationship with customer. 2)To Assess promotion procedure of Time Database in N.C.R. (Delhi, Gurgaon, Gaziabad)
2.3 SCOPE OF THE STUDY This study is attempted to assess the Level of Customer Satisfaction of Time Database.The scope of the study ranges from March 8,2010 toMay 8,2010. Also this study is done for South Delhi and N.C.R(Nationl Capital Region)
CHAPTER?3
REVIEW OF LITERTURE
3.1) CUSTOMER RELATIONSHIP AND SATISFACTION 3.2) RELATIONSHIP APPROACHES 3.3) CUSTOMER SATISFACTION SURVEY (CSS):? 3.4) CRM FROM THE BUSINESS STRATEGY PERSPECTIVE
CHAPTER 3 REVIEW OF LITERATURE
3.1) CUSTOMER RELATIONSHIP AND SATISFACTION
Key processes followed by TD for building relationship with customers are –
a) Reinforcement with customers b) Reinforcement of their loyalty c) Meeting and surpassing their expectations
In order to make best use of resources and to build relationship in all functionally related agencies of the customer organizations, the approaches for different entities are important like –
1) Users 2) Influencers 3) Buyers 4) Deciders
3.2) THERE ARE THREE RELATIONSHIP APPROACHES MADE BY TIME DATABASE
a) Partnership – • High volume • • High profits High growth potential
b) Pro-active – • Medium volume • • Medium profits Medium growth potential
c) Reactive – • Low volume • Low profits
3.3) CUSTOMER SATISFACTION SURVEY (CSS)
Marketing officer co?ordinates all aspects of this satisfaction survey with the Regional Marketing Managers (RMMs) concerned and compiles all data. The survey results of customer satisfaction and dissatisfaction are analyzed segment?wise and the analysis is present for initiating the customer satisfaction and dissatisfaction improvement plans. The information on customer’s satisfaction relative to the competitors is primarily gathered during the planned visits of senior leaders, RMMs, BDMs, CPEs to the customer’s agencies who also deal with competitor’s products and services.
Customer Satisfaction determination
Types Of Data Parameters Tools
Opinion data
Feedback, survey call reports, CSI, complaint analysis, visit visits, customer meets reports
Behavior data
Repeat Business, Market Share
Repeat Business, share? of? spend
3.4) CRM FROM THE BUSINESS STRATEGY PERSPECTIVE.
The Business Strategy perspective has most in common with many of the lessons and topics contained on this website, and indeed within the field of marketing itself. The diagram below shows the MarketingTeacher Model of CRM and Business Strategy. Our model contains three key phases - customer acquisition, customer retention and customer extention, and three contextual factors - marketing orientation, value creation and innovatove IT.
A commonly cited definition of CRM is that of CRM (UK) Ltd (2002), as follows
Customer Relationship Management is the establishment, development, maintenance and optimisation of long-term mutually valuable relationships between consumers and organizations.
What you cry? What does that mean? Let's unpack the definition. The key to the definition is long-term mutually valuable relationship. This is based upon a definition of marketing that considers marketing as a mutually satisfying system of exchanges (for example Baker 2002). So CRM is the building and maintenance of long-term customer relationships. The relationship delivers value to customers, and profits to companies. The relationship is supported (but not driven) by cutting edge IT. The business strategy is based upon the recruitment, retention and extension of products, services, solutions or experiences to customers. This is the core of CRM.
CHAPTER?4
RESEARCH METHODOLOGY
4.1) PLAN DEVELOPMENT 4.2) DATA SOURCE
4.3) SAMPLE DESIGN
4.4) STATISTICAL TOOLS
4.5) LIMITATIONS OF THE STUDY
CHAPTER 4
RESEARCH METHODOLOGY
4.1 PLAN DEVELOPMENT
The second calls for developing the most efficient plan for gathering the needed information. Not to forget the cost or values of research the marketing manager must estimate process its approval. Research plan calls for decisions on
4.2 DATA SOURCE i. Primary data to be collected for a specific purpose. ii. Secondary data collected for another purpose and already existing somewhere.
4.2.1 PRIMARY DATA Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data, survey research was used and their competitors were contacted. Survey research is the approach best suited gathering description 4.2.2 SECONDARY DATA
The secondary data consists of information that already exists somewhere, having been collected far another purpose. Any researcher begins the research work by first going through the secondary data. Secondary data includes the information available with the company. It may be the findings of research previously done in the field. Secondary data can also be collected from magazines, newspapers, other surveys conducted by known research agencies etc.,
4.3 SAMPLE DESIGN
POPULATION – Here population is taken whole N.C.R region.But due to cost constraints and time availability a sample of customers is taken for research purpose. SAMPLE SIZE – The research is prepared by taking a sample size of 100.
4.4 STATISTICAL TOOLS 4.4.1PERCENTAGE ANALYSIS Percentage refers to a special kind of ratio. Percentage is used in making comparison between two (or) more series of data. Percentage method is used to describe the relationship.
FORMULA:
PERCENTAGE:
.
4.4.2 WEIGHTED AVERAGE METHOD This method is used to compute the weighted averages for the ranks to determine which factors (such as quality, price, availability, packaging, and performance) is the most preferred one. For each factor the score for that option multiplies the number of respondents under various potions. The results are added and divided by the total number of responses in that factor to arrive at the index. The factors are ranked in descending order according to their indices. FORMULA:
Xw W
weight assigned to each observation
?XW: w1x1 +w2x2+w3x3…….. Sum of the weights at each elements N: Total no of responses ?w: HS + S + N + D + HD
4.4.3 CHI SQURE DISTRIBUTION
The chi square test is written as ?2 test, is a useful measure of comparing experimentally obtained
results with those expected theoretically and based the hypothesis. It is used as a test statistic in testing a hypothesis that provides a set of theoretical frequencies are compared. The measure of chi square enables us to find out the degree of discrepancy between observed frequencies and theoretical frequencies and thus to determine whether the discrepancy between observed frequencies and theoretical frequencies is due to errors of sampling or due to chance. FORMULA: ?2 =
Oi = observed frequency of the ith term.
Ei = expected frequency of the ith term.
Degrees of freedom: V = (R?1) (C?1) Where R is the number of rows and c is the number of columns.
4.5) LIMITATIONS OF THE STUDY
¾ The conclusion cannot be conclusive as market is full of perfect competition.
¾ The duration of the study was limited to period of two month so that the extensive and deep study could not be possible. ¾ The study is depending mostly on the web information. ¾ Respondent do not feel free to Respond so overall picture can not be drawn over the situation. ¾ All the aspect were impossible to analyse due to time boundation.
CHAPTER?5
COMPANY PROFILE AND PRODUCT PROFILE
5.1) COMPANY PROFILE 5.2) PRODUCT PROFILE OF TIME DATABASE 5.3) MEMBERS IN THE MANAGEMENT OF THE TIME DATABASE 5.4) CLIENTS OF TIME DATABASE 5.5) COMPETITORS OF THE TIME DATABASE 5.6) SWOT ANALYSIS OF TIME DATABASE
CHAPTER 5
COMPANY PROFILE AND PRODUCT PROFILE
5.1) COMPANY PROFILE Time Database is a printing and publishing company with a leading market presence in diverse business areas spanning Business Directories, Magazine Publishing, Printing Services and Publishing Outsourcing. A pan?Indian network covering 10 cities and over 1255 employees gives Time Database a national footprint. Time Database has recently forayed into the Publishing Outsourcing segment and is well?placed to consolidate its position in this booming market with tremendous growth potential. Time Database brands include the directory titled FIND Yellow Pages has been rated as having highest readership among all the English publications in India, the product finder Search, consumer magazines Overdrive, IC Chip, etc. Time Database is now expanding our presence across various special interest segments in magazine publishing. Time Database is also fortifying its presence in community guides, within directories business. Independent estimates peg the size of the rapidly growing publishing outsourcing vertical in India to be at an estimated growth rate of 35% . Time Database has successfully forayed into this segment and is poised to play a unique role going forward \
TIME DATABASE Established : 2001 Location : Manasar, Gurgaon(HR) Key People : Mr. V,Singh M.D.
TD’s Vision
“A global Advertising company.”
TD’s Mission
“Time Database shall be high performance and technology driven organization committed to create value for all it’s stake holders.”
TD’s Value
1. Customer delight. 2. Leadership by example.
3. Integrity and transparency.
4. Fairness.
5. Furthering excellence.
5.2) PRODUCT PROFILE OF TIME DATABASE
1) Yellow Pages? FIND in South Delhi 2) Education key in N.C.R
3) Google Top Listing 4) Informer shopper?complete shopping guide in New Delhi 5) Mrig?B2B Portel in Kochin
5.3) MEMBERS IN THE MANAGEMENT OF THE TIME DATABASE
NAME S.K.Singh Mohit K.Singh Joy Deep Dasgupta Sonal Gupta DESIGNATION Executive, vice?president, and head sales Country head, mudra sport Vice president and national strategic, planning head Account planner
5.4) CLIENTS OF TIME DATABASE
1. Paros pharmaceuticals 2. Reliance communication 3. Union bank of India 4. Life Insurance Cooperation of India 5. Godrej 6. The Philips 7. Hindustan unilever ltd. 8. Pepsi 9. Jet air ways 10. Reliance ADAG 11. Spice telecom 12. ICI points 13. Amrutanjan
5.5) COMPETITORS OF THE TIME DATABASE
AGENCY Adbur Pvt Ltd Akshara Advertising Ambience D’Arcy Chaitra Leo Burnett Pvt Ltd PLACE Ghaziabad New Delhi Mumbai Mumbai ?
Mudra Communication Ltd.
New Delhi
5.6) S.W.O.T ANALYSIS OF TIME DATABASE
STRENGTHS:.
• •
India’s best known local Brand across all categories. 3.5% market share in the national Advertising market.
• • • • • • • •
Presence of a well?established distribution and delivery network for services. Penetration pricing Satisfying the need of the customers Meeting up the client requirements in time Innovative & creative in advertisement segment Quality in advertisement Global exposure with higher rewards & appreciation Efficient team working environment
WEAKNESS
•
Advertising is low profile, as the results of our survey show. Majority of respondents has not heard of Time Database products. Competitor companies on the other hand are into heavy advertising and consequently, are popular.
• •
Pricing strategy Lack in promotion strategies towards increasing the brand name.
OPPORTUNITIES
• • • •
There is ample scope in the low priced segment as also in other categories where consumers presently are dissatisfied with the quality being provided Vis a Vis the price being charged. Distributors are dissatisfied with the margin & customer support services currently being provided in the market. Entering in global market to attract global clients Being the oldest advertising agency in India, it brand among its clients? they have lot of client coming back with new product for getting advertised.
•
In its successful journey, they lot of wonderful memorable advertisement done by them? this has increased their brand image in the Indian market
THREATS
Time Database might face threat from the local Advertiser in the low end of the market.
•
Product differentiation strategy has been very well received by the consumers and Info Media is also pushing up its advertising pitch.
• • •
Challenging stiff competition from its competitor’s from both domestic & international levels. Changes in the taste & preferences of clients. Lack of creative minds & also too expensive in overall management.
CHAPTER?6
ANALYSIS AND INTREPRETATION
TABLES AND CHARTS
CHAPTER 6
ANALYSIS AND INTREPRETATION
TABLE6.1: LEVEL OF SATISFACTION ON THE BASIS OF SERVICE
Satisfaction level Highly Satisfied Satisfied Dis satisfied
SOURCE: Primary data
Number 70 25 5
% 70% 25% 5%
CHART6.1: LEVEL OF SATISFACTION ON THE BASIS OF SERVICE
Chart – 4 Customer Satisfaction With Price
Customer Satisfaction with Service
Price is the prime factor, to attract customer, and it also make an image in customer mind. If a product is expensive than people will not opt it and if quality of price i
5, 5% 25, 25%
Highly Satisfied Satisfied Dis satisfied
70, 70%
Price Satisfaction level Highly Satisfied Satisfied Dissatisfied Total
Premium Normal Total Price price
: 70% of INTERPRETATION customer are highly satisfied on the basis of service. 25% of customer are satisfied on the basis of service.
20
40
60
20 5 45
9 6 55
29 11 100
TABLE 6.2: LEVEL OF SATISFACTION ON THE BASIS OF PRICE
SOURCE: Primary data
CHART6.2:LEVEL OF SATISFACTION ON THE BASIS OF PRICE
TABLE 6.3: SALES THROUGH NEW CUSTOMERS ADDED
Year No. of new customers added Sales made (in crores)
03?04 04?05 05?06 06?07 07?08 SOURCE: Secondary data
23 25 35 40 44
45 50 52 55 63
Chart No.: 6.3 Sales through new Customers Added
INTERPRETATION : 44 customer have been added with the new sales.
TABLE 6.4:NUMBER OF CUSTOMER TRAINING PROGRAMS & PERSONS FROM CUSTOMERS
Year No. of Programs No. of persons programs attending
03?04 04?05 05?06 06?07 07?08 SOURCE: Secondary data
2 5 9 12 15
62 103 126 150 170
CHART 6.4: Number of Customer Training Programs & Persons from customers
INTERPRETATION : 15 program for customer training have been conducted with 170 person attending Table no.6.5 Customer Satisfaction Index (%)
Year 2002?03 2003?04 2004?05 2005?06 2006?07 Customer Satisfaction Index(%) 76 77 82 83 83
2007?08 SOURCE: Secondary data
84
Chart No.: 6.5 Customer Satisfaction Index (%)
INTERPRETATION : 84% customer are satisfied with company.
TABLE NO.6.6 COMPLAINT RESPONSE TIME (IN DAYS)
Year Complaints response time (in days) 01?02 02?03 03?04 04?05 05?06 06?07 07?08 SOURCE: Secondary data 18 16 11 10 10 10 10
Chart No.: 6.6 Complaint Response Time (in days)
INTERPRETATION : Complains response time has been reduce by 50%,Earlier it was 18
day now it become to 10 days.
TABLE?6.7 PROMOTION PROCEDURE PROVIDED BY THE COMPANY
Promotion Highly satisfied Satisfied Neutral Dissatisfied Total No. of the respondent 53 27 10 10 100 %.of the respondent 53% 27% 10% 10% 100%
SOURCE: Primary data
Chart No ?6.7 Promotion procedure provided by the company
INTERPRETATION : 53% customer are highly satisfied with the promotion procedure
provided. TABLE?6.8RELATIONSHIP WITH CUSTOMER
Satisfaction Highly satisfied Satisfied Neutral Total SOURCE: Primary data No. of the respondent 12 63 25 100 %.of the respondent 12% 63% 25% 100%
Chart No?6.8 Relationship with other customer
INTERPRETATION : 63% are satisfied with relation to customer.
TABLE NO 6.9 SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT ‘COMPANY CLEARLY COMMUNICATED ITS PRODUCT DETAILS AND BENEFITS’
Level of Agreeableness Source of Awareness Agree 10 Advertisement 33 Sales person 8 Friends & Relatives Total 51 29 20 100 5 7 20 18 6 57 Neither Agree Disagree nor Disagree 6 7 23 Total
Chart No. 6.9
TABLE 6.10 SOURCE OF AWARENESS AND LEVEL OF AGREEABLENESS WITH THE STATEMENT ‘AN ADVERTISEMENT SHOULD USE A CELEBRITY OR A FAMOUS PERSONALITY’
Source of Awareness Level of Agreeableness Total
Agree Advertisement 26 Sales person 40 Friends & Relatives 7
Disagree 7 13 5 12 53 33
Chaet 6.10
INTERPRETATION : Celebrity showed be used to enhance its sales.
Price Satisfaction level Highly Satisfied Satisfied Dissatisfied Total Primeum Normal Total Price price CHI SQUARE ANALYSIS: 1
Price matching with level of customer
20
40
60
satisfaction
20 5 45 9 6 55 29 11 100
Step 1: setting up null hypothesis
HO: There is no significance Relationship between the level of customer satisfaction and price.
Step 2: setting up alternative hypothesis
H1: There is significance Relationship between the level of customer satisfaction and price.
Step 3: Level of significance is 5%
O i 20 20 5 40 9 6
E i 27 13.05 4.95 33 15.95 6.05
(Oi?Ei)2 49 48.30 .0025 49 48.30 .0025
(Oi?Ei)2/ Ei 1.81 3.70 0.0005 1.48 3.02 0.0004 10.01
Step 4: ?2 = = 10.01
Step 5:
Degree of freedom = (r?1) (c?1) =(3?1) (2?1) =(2)(1) =2
Step 6:
Calculated value is =10.01
Step 7:
Table value at 5% is 5.99
Result
Since calculated value is greater than table value HO is rejected.
Inference: There is significance Relationship between the level of customer satisfaction and price.
CHI SQUQRE ANALYSIS ?2
Source of awareness with level of agreeable the statement “COMPANY CLEARLY
COMMUNICATES ITS PRODUCT DETAILS AND BENEFIT”
Source of awareness Level of agreeable Agree
Advt
Sales person
Relative Total
10
33
8
51
Neutral Disagree Total
6 7 23
18 6 57
5 7 20
29 20 100
Step 1: setting up null hypothesis
HO: There is significance relationship between source of awareness and level of agreeable. Step 2: setting up alternative hypothesis H1: There is no significance relationship between source of awareness and level of agreeable. Step 3: Level of significance is 5%
O i 10 6 7 33 18 6 8 5 7
E i 11.73 6.67 4.60 29.07 16.53 11.40 10.20 5.80 4.00
(Oi?Ei)2 2.99 0.44 5.76 15.44 1.47 29.16 4.84 0.64 9.00
(Oi?Ei)2/ Ei .25 0.065 1.25 0.53 .08 2.55 .47 .11 2.25
7.55
Step 4: ?2 = = 7.55 Step 5:
Degree of freedom = (r?1) (c?1) =(3?1) (3?1) =(2)(2) =4
Step 6:
Calculated value is =7.55
Step 7:
Table value at 5% is9.41
Result
Since table value is greater than calculated value HO is accepted.
Inference:
There is significance relationship between source of awareness and level of agreeable.
WEIGHTED AVEG MEAN ANALYSIS
WEIGHTED ARITHMETIC MEAN BASED ON CUSTOMER MINDSET: S.no Statements H.S. S D.S
1 2 3 4
Customer mindset Price for service is low Customer service is good Promotion procedure provided by Comp. Relationship with Customer
60 70 63 12
35 25 27 63
5 5 10 25
Price for service (60*3)+ (35*2) + (5*1)
=180+70+5 =255/100 =2.55
Customer service (70*3) + (25*2) + (5*1)
= 210+50+5 =265/100 = 2.65
Promotion procedure
(63*3) + (27*2) + (10*1) =189+54+10 =253/100 = 2.53
Relationship with Customer
(12*3) + (63*2) + (25*1) =36+126+25 =187/100 = 1.87
RESULT
Most of the respondents agree that Time Database Customer service is good and Price for service is good.
CHAPTER?7
FINDINGS
CHAPTER 7 FINDINGS
1) On the basis of service 70% client are highly satisfied and 25% satisfied. 2) 60% customer are satisfied and 35% are satisfied with concern to price. 3) 63 customer have been added with the new sales. 4) 15 program for customer traning have been conducted with 170 person attending. 5) 84% customer are satisfied with company . 6) 63% are satisfied with relation to other customer. 7) Celebrity showed be used to enhance its sales. 8) 57% of awareness about product details and benefites are communicated by sales person.
CHAPTER?8 SUGGESTION
CHAPTER 8
SUGGESTION
Only 53 percent of the respondents surveyed are satisfied with the promotion procedure adopted by the company therefore company should improve on their promotion procedures to generate awareness of its services. Even though the company has reduced its complaint response time from 18 to 10 days but it has a long way to go to survive in the competitive market where it take 2?3 days to solve the problem. Company has increased the number of training programs from 2 in 2003 to 15 in 2008 but it failed to increase the number of customer participation in the same proportion. Therefore the company should take necessary steps for maximum customer involvement in the programs.
CHAPTER?9 CONCLUSION
CHAPTER 9 CONCLUSION
Out of total number of respondents surveyed 70% of the respondents are highly satisfied with the services of the Time Database and 60% are satisfied with the price charged for the services rendered by the company.
The complaint response time of the company has reduced to 55.56% in the last seven years (from 18 days to 10 days), which shows that the company is adhering to its objective of solving customer complaints as early as possible to achieve its primary objective of customer satisfaction. There is an increased participation of the customers in the training programs which shows that the company is building good relationships with them. The participation has increased from 62 customers in 2003 to 170 in 2008. From the data gathered through secondary sources 53% of the respondents are satisfied with the promotion procedure adopted by Time database.
CHAPTER?10
BIBLIOGRAPHY
CHAPTER 10
BIBLIOGRAPHY
Books Referred: Marketing management by Philip Kotler Advertising principle practice by Burnett Wells Mariraty Websites:
www.google.com www.india advertising agency.com www.yahoo.com www.msn.com
CHAPTER?11
APPENDICES QUESTIONNAIRE
CHAPTER 11
APPENDICES QUESTIONNAIRE
Name of the organisation
Address of the Business Pin Code ????????????????????????? Tel.no. Fax ???????????????????????????????? E?mail Business Details Name of Decision Maker Designation Website ???????????????????????????
1) How often do you use ‘FIND’?
At least once a week At lest once month Rarely
2) For which of the following purpose do you use ‘FIND’? Official /Business Personal/Domestic Both-Official as well as Personal
3) Which products / Services do you generally look for in the ‘FIND’? 1.__________________________ 2.______________________________
3. _________________________ 4._______________________________
4) Which Brand do you refer to, for information? ------------------------------------------------------------------------------------ 5) Which other source do you refer to, for information? 1.___________________________ 2.________________________________ 6) Do you find the category index easy to refer? If No, Any suggestions: 7) Do you find the cost of ‘FIND’ approprite? YES 8) How you find the distribution of ‘FIND’ in specific area? Good 9) Does ‘Find’ meet the specific standard? Yes NO Fair Poor NO Yes No
10) The statement ‘An advertisement should use a celebrity or a famous personality’
11) How much you are satisfied with our services?
? Highly satisfied
? Satisfied ? Dissatisfied
12) What is your opinion about pricing of the company? ? Highly satisfied 13) The process for getting your concern resolve was? ? Satisfactory ?average ? superior 14) What do you think regarding the promotion procedure of the company? ? Highly satisfied
? Satisfied ? Dissatisfied
? Satisfied ? Dissatisfied
15) what is your opinion about source of awareness used by the company? Advertisement salesperson friends & relatives ? agree ? agree ? agree ? disagree ? disagree ? disagree ? neutral ? neutral ? neutral 16) Do you have any other suggestions to make find Yellow pages more informative and user friendly?
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