1

A STUDY ON
CONSUMER SATISFACTION

CONTENTS
Chapter-1
INTRODUCTION
HISTORY
COMPANY PROFILE
PRODUCT PROFILE
Chapter-2
OBJECTIVES
RESEARCH METHODOLOGY
LIMITATIONS
Chapter-3
CONSUMER SATISFACTION
Chapter-4
DATA ANALYSIS & INTERPRETATION
Chapter-5
FINDINGS
SUGGESTIONS
QUESTIONNAIRE
BIBLIOGRAPHY
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INTRODUCTION

CUSTOMER SATISFACTION-A CONCEPTUAL FRAME WORK

Marketing:

According to PETER DRUCKER, "Marketing is so basic that it cannot be considered

a separate function. It is the whole business seen from the' point of view its final results, that

is from the Customers point of view business success is not determined by the producers but

by the Customers."

The definition of marketing management as approved by the American Marketing

Association in 1985 is "Marketing Management is the process of planning and executing the

conception, pricing, promotion and distribution of goods, services and ideas to create

exchange with target group that satisfy customer and organizational objectives".

The definition recognizes that marketing management is a process involving analysis,

planning implementation and control; that it covers goods, services and ideas; that it rests in

the notion of exchange and that the goods is to produce satisfaction for the parties involved. "

Customer Satisfaction

The buyer forms a judgment of volume and acts. Whether the buyer is

satisfied

After purchase depends upon the offer's performance in relation to the

buyer's expectations. According to PHILIP KOTLER, the definition of

customer satisfaction is the level of a person's felt state resulting from

comparing a product's perceived performance (or outcome) in relation to the

person's expectations}
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Thus the satisfaction level is a function of the difference between perceived

performance and expectations. A customer could experience may be three broad levels of

satisfaction.

If the performance fans short of expectations. If the performance matches the

expectations, the, customer is satisfied. If the performance exceeds expectations, the

customer is highly satisfied, pleased or delighted.

Companies are aiming high because who are just satisfied will still find it easy to

switch supplies when a better offer comes along. The fact is that high satisfaction or Delight

creates an emotional affinity with the brand not, just a rational preference, and they creates

high customer loyalty.

The change is to create a company culture such that everyone within the company

aims to delight the customer. Companies seeking to win in today's markets must track their

Customers expectations perceived company performance and consumable satisfaction that

need to monitor this for their competitors as well.

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

marketing tool. Companies that achieve high customer satisfaction ratings make sure that

their customer satisfaction ratings make sure that their target market knows it. Although the

customer centered firm seeks to create high customer satisfaction, it is not ail to maximum

customer satisfaction. First, the company can increase customer satisfaction by reducing its

price or increasing its services, but his "nay result in lower profits. Second, the company

might be able to increase it profitability in other ways, such as by improving its

manufacturing or invest in more in R & D. Third, the company has many stake holders

including employees, dealers, suppliers and stockholders. Spending more to increase

customer satisfaction of other "Partners".

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Ultimately the company must operate on the philosophy that it is trying to deliver a

high level of customer satisfaction subject to delivering at least acceptable levels of

satisfaction to other stock holders within the constraints of its total resources.

Can’t get no (customer loyalty insights) satisfaction?”   Don’t just listen to the

Rolling Stones; take the advice of Michaela Mora. In this article she discusses how

two key elements in customer research, customer satisfaction and likelihood to

recommend, must be analyzed along with data on customers’ actions in order to link

these two elements to loyalty.  All too often, Mora observes, clients look for

indicators that directly contribute to company profits, therefore rushing to

conclusions.

The author cautions that customer satisfaction does not lead directly to

motivation to purchase. Often, “…first-time purchases are filled with expectations and

the product’s ability to meet them will have an impact on satisfaction but not always

on repeat purchases.”  Additionally, dissatisfied customers may continue to still buy a

product for a variety of reasons, including contractual obligations (subscriptions); lack

of available alternatives; lack of drive to research other products; or price.

Alternatively, satisfied customers may discontinue purchasing products for a variety

of factors.  Thus, we know that satisfaction is not the only predictor of future

purchasing.

Another hot topic in customer research is NPS (Net Promoter Score), based on

self-reported likelihood to recommend as a measure of loyalty. However, as the

author points out, respondents may give high recommendation scores at the same time

they give low satisfaction scores, as satisfaction and recommendations are often

driven by different factors. And haven’t we all seen cases where we may be satisfied
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with a product but not willing to recommend it—perhaps because it is from a category

that is too personal, or because we don’t want to share an “inside” tip? As Mora says,

NPS scores alone may be an oversimplification in some cases.

Further, Mora points out that it is easy to make erroneous connections between

customer satisfaction, customer loyalty, and profitability: “To make loyalty an

actionable concept and link it to profits, companies should take into account the value

contributed by customers… Repeat customers driven by deals and discounts are

unlikely to be profitable and are far from being loyal.

Highly satisfied customers = revenue dollars. Or do they?  Some data has shown that

the relationship between customer satisfaction and customer spending behavior is

surprisingly weak. 1 In this article, the authors share their analysis of the relationship

between satisfaction and business outcomes, gathering data from more than 100,000

consumers covering more than 300 brands.   This data came from two sources, the

American Satisfaction Index data (2000-2009) which are measures of stock returns,

appended with market shares of these companies, and consumer satisfaction ratings

and customer spending levels across 315 brands.2

This analysis revealed three critical issues that have an impact on correlating customer

satisfaction to positive business outcomes.  1) There is a downside to continually

devoting resources to raise customer satisfaction levels; 2) High satisfaction is a

strong negative predictor of future market share; 3) Knowing a customer’s satisfaction

level tells you almost nothing about how customer spending will be divided among

the different brands used.

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The authors share strategies to align customer satisfaction and profitability that

companies should understand and implement as follows:

“Value to the Company vs. Value to the Customer—research and analyze your

customers’ satisfaction levels with your product to the product’s profitability.”

“Market Share vs. Customer Satisfaction—begin with an analysis of customers’

satisfaction levels with not only your company but also with your competitors, as well

as your and your competitors’ market shares.”

“Satisfaction and Customer Advantage—what really matters is whether or not your

customer satisfaction rating is higher for your brand than for competing brands that a

customer also uses.”

The authors conclude that increasing satisfaction levels can be a component of a

company’s strategy, but perspective is needed.  In fact, a company may need to accept

lower satisfaction scores from a smaller group of customers, in order to increase

market share within a larger less homogenous group.  For researchers conducting

customer satisfaction research, this context provides some fresh inspiration about how

to weave conventional satisfaction research with additional data sources.

A company's tools for tracking and measuring customer satisfaction range from the

primitive to the sophisticated. Companies use the following methods to measure how much

customer satisfaction they are creating.

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INDUSTRY PROFILE

Information Technology (IT) has made possible information access at gigabit

speeds. It has created a level playing field among nations and created has a positive
impact on the lives of millions. Today, a country’s IT potential is paramount for its
March towards global competitiveness, healthy gross domestic product (GDP) and
meeting up the energy and environmental challenges. The Indian IT and Information
Technology enabled Services (ITES) sectors go hand-in-hand in every aspect. The
industry has not only transformed India’s image on the global platform, but also
fuelled economic growth by energizing the higher education sector (especially in
engineering and computer science). The industry has employed almost 10 million
Indians and, hence, has contributed significantly to social transformation in the
country.
India is one of the fastest-growing IT services markets in the world. It is also
the world’s largest sourcing destination, accounting for approximately 52 per cent of
the US$ 124–130 billion market. The country’s cost competitiveness in providing IT
services continues to be its USP in the global sourcing market.
India has the potential to build a US$ 100 billion software product industry by
2025, according to Indian Software Product Industry Roundtable (ISPIRT). The
software products market in India, which includes accounting software and cloud
computing-based telephony services, is expected to grow at 14 per cent in 2014.The
Department of Electronics and Information Technology is coordinating strategic
activities, promoting skill development programmes, enhancing infrastructure
capabilities and supporting research and development (R&D) for India’s leadership
position in IT and ITES.
Market Size
Indian IT and ITES industry is divided into four major segments – IT services, business
process management (BPM), software products and engineering services, and
hardware. The IT services sector accounted for the largest share of the IT and ITES
industry, with a total market size of US$ 56.3 billion during FY13, followed by BPM
sector (US$ 20.9 billion), and software products and engineering services (US$ 17.9
billion); the market size for hardware was US$ 13.3 billion during FY12.The Indian IT-
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BPM industry is expected to add revenues of US$ 13–14 billion to the existing
revenues by FY15, according to National Association of Software and Services
Companies (NASSCOM).
The industry grew at a compound annual growth rate (CAGR) of 13.1 per cent during
FY08–

13.Total exports from the IT-BPM sector (excluding hardware) were estimated at
US$ 76 billion during FY13, Export of IT services has been the major contributor,
accounting for 57.9 per cent of total IT exports (excluding hardware) in FY13. BPM
accounted for 23.5 per cent of total IT exports during the same fiscal. The IT
outsourcing sector is expected to see exports growing by 13–15 per cent during
FY15.
The technology industry of India will have a US$ 37 billion of CMO opportunity by
2020, according to a report titled 'Marketing, Disrupted: Opportunities for the Indian
technology industry' by NASSCOM and Sapient Nitro.

INVESTMENTS;
Indian IT's core competencies and strengths have placed it on the international
canvas, attracting investments from major countries.
According to data released by the Department of Industrial Policy and Promotion
(DIPP), the computer software and hardware sector attracted foreign direct
investment (FDI) worth Rs 59,381.64 crore (US$ 9.89 billion) between April 2000 and
February 2014.
Some of the major investments in Indian IT and ITES sector are as follows:
 Tata Consultancy Services (TCS) plans to merge its two units in Japan with
Mitsubishi Corp’s IT subsidiary to create a joint venture (JV) company with a revenue
base of US$ 600 million in the world’s second-largest market for software services.
 Private equity (PE) firm TPG Growth and India's Smile Group will jointly invest
US$ 100 million to help internet and e-commerce companies build and scale their
businesses across the Asia–Pacific region and West Asia.
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 Synchrony plans to invest US$ 30–35 million on the expansion of its
Hyderabad and Bangalore facilities. “We have decided to expand our presence in
India by setting up facilities in Hyderabad and Bangalore. The idea is to get closer to
the bigger talent pool and clients,” said Mr. Faisal Husain, Founder and Global CEO,
Synchrony.
 Bharti Airtel, India's largest telecom operator, has renewed its technology
outsourcing contract with software major IBM for a period of five years.
 Infosys has partnered with telecom company Orange to provide Internet TV
to its customers. Infosys will deliver a portfolio of interactive TV apps on the Orange
Live box Play. The TV apps will be powered by Infosys Digitize Edge, a digital asset
and experience platform for TV operators, media companies, advertisers and
content publishers.

GOVERNMENT INITIATIVES;
The Government of India played a key role with public funding of a large, well
trained pool of engineers and management personnel who could forge the Indian IT
industry.
The Central Government and the respective State Governments are expected to
collectively spend US$ 6.4 billion on IT products and services in 2014, an increase of
4.3 per cent over 2013, according to a study by Gartner.
Some of the major initiatives taken by the Government to promote IT and ITES
sector in India are as follows:
 The Government of Bihar has unveiled 20 km free Wi-Fi zone in Patna, the
longest across the planet, making a strong impression on the world's InfoTech map.
 The Government of India has given an in-principle approval for setting up of
the first electronic system design and manufacturing (ESDM) cluster development in
Electronics City, Bangalore. The ESDM project will come up on a 1.16 acre of land at
an investment of approximately Rs 85 crore (US$ 14.16 million).
 More than 20 small and medium enterprises (SMEs) in the IT sector have
recently received land allotment letters from the Government of Punjab to set up
their units with an investment of Rs 500 crore (US$ 83.24 million).
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 The Government of India is planning to announce a national policy on cloud
computing, as per Mr. KapilSibal, Minister of Communications and Information
Technology.

 The Governments of Maharashtra and Tamil Nadu are in talks with NASSCOM
to set up ‘start-up warehouses’ for incubation of start-ups. The centers are expected
to come up in Mumbai and Chennai and are likely to be operational by December
2014.
Road Ahead
India is the most preferred location for engineering off sharing, according to a
customer poll conducted by Booz and Co. Companies are now off sharing complete
product responsibility. Increased focus on R&D by IT firms in India has resulted in
rising number of patents filed by them.
India’s IT sector is gradually moving from linear models (rising headcount to increase
revenue) to non-linear ones.
In line with this, IT companies in the country are focusing on new models such as
platform-based BPM services and creation of intellectual property.
Tier II and III cities are increasingly gaining traction among IT companies aiming to
establish business in India.
Cheap labour, affordable real estate, favorable government regulations, tax breaks
and special economic zone (SEZ) schemes are facilitating their emergence as new IT
destinations.
Indian insurance companies also plan to spend Rs 12,100 crore (US$ 2.01 billion) on
IT products and services in 2014, a 12 per cent rise over 2013, according to Gartner.
This forecast includes spending by insurers on internal IT (including personnel),
software, hardware, external IT services and telecommunications.
Exchange Rate Used: INR 1 = US$ 0.016 as on May 7, 2014
India is a preferred global destination for information technology (IT) and
information technology enabled services (ITES). The Indian IT-business process
management (BPM) sector is estimated to expand at a compound annual growth
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rate (CAGR) of 9.5 per cent to reach US$ 300 billion by 2020. The sector increased at
a CAGR of 25 per cent over 2000–13, 3–4 times higher than global IT-BPM spends.
Export of IT services accounted for 57.9 per cent of total IT exports in FY 13. Banking,
financial services and insurance (BFSI) generated export revenue of around US$ 31
billion during FY 13, accounting for 41 per cent of total IT-BPM exports from India.
Demand from emerging countries is expected to show strong growth going forward.
Tax holidays are also extended to the IT sector for software technology parks of India
(STPI) and special economic zones (SEZs). Further, the country is providing
procedural ease and single window clearance for setting up facilities. The country’s
cost competitiveness in providing IT services, which is approximately 3–4 times
cheaper than the US, continues to be its USP in the global sourcing market.
Disruptive technologies present an entire new gamut of opportunities for IT firms in
India. India’s IT sector is gradually moving from linear models (rising headcount to
increase revenue) to non-linear ones. In line with this, IT companies in India are
focusing on new models such as platform-based BPM services and creation of
intellectual property.
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Company Profile

SUN SQUARE EDUCATION

The Company attributes its growth to the dedication of the staffs that are
professionals and have a strong will to excel at work. The clinical performance and
catalyst services made the organization as a Hallmark of its own in IT field.
OUR SERVICES
 Class Room Training
 Online Training
 Weekend Classes
 Projects Development
 Workshops
 Distance Education

TRACK RECORD IN A NUTSHELL

 Over 8years’ Experience in IT industry.
 Trained More than a 6000studentssuccessfully placed most of them.
 More than 8years’ experience in Academic ProjectsDevelopment for All
Departments (M.Tech, B.Tech, MCA, MSc, MBADegree &Diploma).
 M.Tech& Ph.d Candidates Only: Journals Publishing,Plagiarism
Documentation Providing.

 Executed Number of Placement linked job oriented/ skill development

programs are various sectors of Govt. of AP.

Our Training Highlights

 More than Five Years Industrial Experienced Faculty.
 Regular Job Melas (PLACEMENT ASSISTANCE).
 Campus Recruitment Training(CRT) Programs. 
 Special Interview Breaker Session with Highly experienced Soft Skills Faculty
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 Practical exposure to advanced technology.
 Platform to apply theoretical concepts.
 Back and front end programming support
 Training by The industry experts.
 High application oriented training.
COURSES OFFERED
1) M.S Office
2) C,C++
3) Java(Core, Advanced)
4) Tally (ERP 9 With GST)
5) Hardware& Networking
6) Web Designing
7) Oracle 12C
8) Internet Concepts
9) Multimedia
IT COURCES BY THE REAL TIME EXPERTS
1) Linux Shell Scripting
2) Linux Administration
3) Python Scripting
4) Perl Scripting
5) Amazon Web Services
6) Devops
7) Cloud Computing Sales force
8) Hadoop
9) Oracle DBA
10) Advanced Excel
11) Robotic Process Automation (RPA)
12) Bigdata
13) Tablue
14) MSBI, Power BI
15) Digital Marketing

STATE & CENTRAL GOVERNMENT PROJECTS:

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SC, ST, BC CORPORATION, ITDA, DRDA (EGMM),MEPMA,
DMHO, MCRHRD, GVMC, VMC, PMKVY, DIS.WELFARE, etc..
SOFT-SKILLS PROGRAMS:
Sun Square Technologies has taken up soft-skills programs to conducting at
corporate Sectors. In that process have tie-ups with eminent Faculty who carved a
niche of their own in dealing with Management topics. In no time, it has conducted
soft-skills program in different PSUs and earned encomiums from every quarters.
Some of the important topics are:
 Emotional Intelligence.
 Business Communication.
 Strees Management.
 Time Management.
 Team Building.
 Retention of Employee and Motivational aspects & So on.

OUR CLIENTS
B.TECH & M.TECH
1.Narayana Engineering College, Nellore
2.Narayana Engineering College, Gudur
3.Sri Venkateswara College, Kodavalur, Nellore
4.Quba college of Engineering
5.SKR Engineering College
6. Audisankara College of Engineering & Technology, Gudur
7. Visvodaya Institute of Technology & Science
8. Andhra Engineering College, Nellorepalem
9. Sri Raghavendra Institute of Science & Technology, Vinjamur
10.RISE Krishna Sai Prakasam Group of Institutions 
11. RISE Krishna Sai Gandhi Group of Institutions
12. Pace Institute of Technology & Science
13. QIS College of Engineering & Technology
14. Guntur Engineering College, Guntur
15. Chadalawada Ramanamma Engineering College
 15
16. Seshachala Institute of Technology
17.Priyadarsini College of Engineering.
MCA & MSc
17. PBR Vits, Kavali
18. Audisankara College of Engineering & Technology, Gudur
19.Quba college of Engineering
20. Narayana Engineering College, Nellore
21. Narayana Engineering College, Gudur
22. Krishna Chaitanya Degree & PG College.
23.Jagans & S-Chavans PG College.
24.VRIPS
25. Ramakrishna College, Allur
26. St.Marys Degree & PG College.Buchhi.
27.GSR, Buchhi.
28. SV University, Tirupathi.

SUN SQUARE TECHNOLOGIES

NELLORE.
Contact: 8985838512
8179898924.
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OBJECTIVES

The objectives of the Dell Company are as follows

1. To determine up to what extent the Dell has satisfied the

consumers
2. To know the mode of purchase by the customers.
3. To know the type of usage made by consumers.
4. The services rendered by the dealer should be determined.
5. To determine the company and its dealers attachments with
consumers.
6. To determine the place of Dell with respect to various
companies.
7. To determine the consumer satisfaction with regard to price and
technology.

To know whether the consumers are aware of all the products

released by the company.
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RESEARCH METHODOLOGY

Research refers to search for knowledge. It is an art of the scientific

investigation. Research comprises definite problem. The research design ascetically
states the procedures of data collection and analysis of information relevant to the
problem.

I have selected my study in descriptive research which includes surveys, facts,

findings, and enquiries. The method used for present study was survey method. Data
was collected from field’s survey by the personal interviews with consumers. Primary
data was collected with the help of questionnaire for analysis.

“MARKETING RESEARCH IS THE LAPTOPATIC DESIGN,

COLLECTION, ANALYSIS, AND REPORTING OF DATA AND FINDINGS
RELEVANT TO A SPECIFIC MARKETING SITUATION FACING THE
COMPANY”.

Effective Marketing Research

Marketing research is determined through the following steps
Step 1: Define the problem and research objectives
The first step for the marketing research is to define the problem carefully and
agree on the research objectives. Not all research projects can be specific in their
objectives. Some research is explained its goal is together a preliminary data to
shed light on the real nature problem and to suggest positive solution or new idea.
Some research id descriptive it seem to certain magnitudes.
Step 2: Developing the research plan
It aims for developing the most effective plan for gathering the needed
information. Design a research plan based on the data sources, research
approaches and contact methods.
Data collection
For quantitative research, the primary data collection is the questionnaires.
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Primary data
The primary data is collected through questionnaires, which form the major part
of the project.
Secondary data
The secondary data is readily available from the Dealer’s, news magazines. Data
like company profile and organization procedures are obtained from the office.
Consumers are often reluctant to take the time to respond to survey. For this
reason researchers have found the questionnaires which may be interesting,
unambiguous, easy to complete and generally non-burdensome in order to
motivate respondents to answer truthfully and completely.

Research Instruments
Marketing researchers have a choice of two main research instruments in
collecting primary data from “questionnaires”.
Questionnaires
This part is being explained briefly in the following theories of approach they are
“SAMPLING PLAN” after deciding on the research approach and the
instruments. The marketing researchers must design a sampling plan. This plan
comprise of three parts
1. Sample Size
2. Sample Unit
3. Sample Procedure

Sampling
An integral component of research design is the sampling plan. Specifically it
addresses three questions. Whom to survey(The sampling unit), How many to
survey (sampling size), and How to select them(The sampling procedure).
Sampling Unit
The sampling units for the study consisted of respondents from all walks of life,
either sex, different age groups, different income group and so on, but all residents
of KURNOOL CITY.

Sampling Size
Considering the nature and extent of the study and with the time constraints, a
sample size of 100 consumers was chosen.

Sampling Procedure
Simple random sampling method has been adopted for the study. In random
sampling each element of the population has an equal chance of being selected for
the sample.
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LIMITATIONS
Apart from the needs and importance of the study, there are
limitations also. The limitations are as follows:

1. The study is confined only to Kurnool city and not the customers
around the world.
2. Time factor is the main limitation of the study.
3. The methods used in this project are random sampling methods and
the result obtained may not be fully accurate and believable.
4. The research has been centered to only 100 customers rather than
millions of people.
5. Some of the customers are not interested to give the accurate
information about the product.
6. This study is based on the figure available and the information
given by the customers.

The conclusions drawn are subjected to the information provided

by various buyers contacted.
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THEORETICAL BACKGROUND OF CONSUMER

SATISFACTION
It is no longer enough to satisfy customers. You must delight them.
Satisfaction
Satisfaction is a person feeling of pleasure or disappointment resulting from
comparing the products received performance is or (out come) in relation to his or her
expectations.

As this definition makes clear satisfaction is a function of received

performance and expectations. With the performance falls sharp expectations, the
customer is dissatisfied. If the performance exceeds expectations, the customer is
highly satisfied or delighted. Mini companies are aiming for high satisfactions
because customers who are just satisfied still find it easy to switch when a better offer
comes along.
Those who are highly satisfied are much less ready to switch. High
satisfactions or delights create an emotional brand with the brand. Not just rational
performance the result is high customer loyalty Xeroxes senior managers believes that
a very satisfied or delighted customer is worth tenth times as much to the company as
a satisfied customer. A very satisfied customer is likely to stay with Xerox many more
years and buy more than a satisfied customer.
A customer’s decision to be loyal or to defect is the some of many small
encounters with the company. Consulting from forum corporation says that in order
for all this small encounters to add up to customers loyalty, companies need to create
a “branded customer experience” in addition to customer value expectations and
satisfactions companies need to monitor their competitors performance in this areas.
For example a company was pleased to find 80% of his customers said they were
satisfied.
Then the CEO found out that its leading competitors attended a 90% customer
satisfaction score. He was further dismayed when he learned that this competitor was
aiming to reach a 95% satisfaction score.
Although the customer centered firm seeks to create high customer
satisfaction, its main goal is not to maximize customer satisfaction. If the company
 23
increases customer satisfaction by lowering its prices or increasing its services, the
result may be lower profits. The company might be able to increase its profitability by
means other than increased satisfaction (for example, by improving manufacturing
processes are investing more in R & B), also the company has many stake holders
including employers, dealers, suppliers and stock holders. Spending more to increase
customer satisfaction might divert funds from increasing the satisfaction of other
partners. Ultimately the company must operate on philosophy that it is trying to
deliver faction to other stake holders within the constraints of its total resources.

Customer Satisfaction Service

Studied show that although customers are dissatisfied with one out of every 4
purchases. Less than 5% of dissatisfied customers will complain. Most customers will
buy less or switch suppliers. Complaint levels are thus not a good measure of
customer satisfaction. Responsive company measure customer satisfaction directly by
conducting periodic service, they sent questionnaires or make telephone calls to a
random sample of recent customers. While collecting customer satisfaction data, it is
also useful to ask additional questions to measure repurchase intention, this will
normally be high if the customer’s satisfaction is high. It is also useful to measure the
likelihood or willingness to recommend the company and brand to others. A high
positive word-of-mouth score indicates that the company is producing high customer
satisfaction.

Defining Customer Satisfaction

Over 35 years above PETER DRUCKER observed that a company’s first task
is to create customers. But today’s customer’s faces a vast vary of product and brand
choices, prices and suppliers.
The key to customer retention is Customer Satisfaction. A highly satisfied customer:
1. Stay loyal longer.
2. Buys more as the company introduces new products and upgrade existing
products.
3. Talks favorably about the company and its products.
4. Pays less attention to competing brands and advertising and is less
sensitive to price.
5. Offers products or services and ideas to the company.
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6. Costs less to serve than new customers because transactions are reutilized.

Thus a company would be wise to measure customer satisfaction regularly.

The company could phone recent buyers and inquire how many are highly satisfied,
satisfied, indifferent and dissatisfied.
Consumer Satisfaction
Today in the consumer driven economy, all firms are engaged in a rat race to
attract customers and build a long-term relationship with their loyal customers. The
key to customers’ loyalty is through customer satisfaction. A satisfied customer will
act as a spoke person of the company’s product, and bring in more buyers. There is
the Pareto principle or the 80/20 rules; it says 80 percent of one thing comes from 20
percent of another. That is to say a small percentage of loyal customers will lend a
large weight to the company’s sales.

So marketers have to ensure customers value satisfaction. For this they have to
ensure:

 Products are developed to meet consumer requirements.

 Brands are positioned so as to convey distinctiveness.

 Communications are used to convey to consumer to experience that

goes on using a value added product.

 Delivery to reinforce the promptness in making available to the

consumers a value added product.

 Relationships are built to offer lifetime customer value to enable the

consumer to experience value satisfaction.

All the efforts of the marketers at trying to understand buying motives,

organizing buying behavior and working out suitable promotional strategy to suit the
consumer behavior are to ensure consumer satisfaction. In today’s competitive
environment, where companies are adopting various methods to whom the
prospective consumers, marketers have to make all efforts to understand all the
 25
complexities which go into the buying behavior and frame marketing programs
suitable to the target market.

SWOT ANALYSIS
STRENGTHS WEAKNESSES

 No inventory buildup  No proprietary technology

 Acquition with Equalogic  High dependency on
 Quality product and service component suppliers
 Whole world focus  Occasional product recall. Eg.
 Brand name In 2004 Dell had to recall 4.4
 Customer service million laptop adapters
 Cost efficiency because of a fear that they
 Direct sell could overheat, causing
model=customization + fast electric shocks or fires.
+ delivery + low cost  unable to switch supply dues
 Winning culture to the lack of large suppliers
 latest technology in the World
 First mover advantage  high attrition rates among
visitors to Dell.com
 e-commerce capabilities:
www.dell.com  No physical presence of
service centers.
 Build to order manufacturing
process  slow in introducing fancy
features
 Product design + after sales
service  Lack of innovation
 Expert Supply Chain
Management
 26
OPPORTUNITIES THREATS

 Network-internet, intranet  Competition

and extranet
 Currency fluctuation in
 Developing nations market
 Low costs and growing countries outside the US
advanced technology
 Political instability
 Growth in business,
education and government  Tariff trade barriers
markets
 Global wide access to  Recession
customers and market.
 Expansion
 Increasing income of
consumers
 Globalization
27
 28

USAGE OF LAPTOPS BY DIFFERENT TYPE OF PROFESSIONALS

Professionals Number of Respondents Percentage

Employees 30 30%

Businessmen 30 30%

Students 30 30%

Others 10 10%

Total 100 100%

USAGE OF PC’S BY DIFFERENT TYPE OF PROFESSIONALS

35
30
25
20
15
10
5
0
Employees Businessmen Students Others

Inference
According to the survey, the above table indicates that, 30(30%) of respondents
are Employees, 30(30%) of respondents are Businessmen, 30(30%) are Students, and
10(10%) are other professionals who are using LAPTOPS. From the above table we
can conclude that Employees and Businessmen are using LAPTOPS effectively than
compared to the Students and Other professionals.

Source: Questionnaire
 29

TYPE OF SYSTEM USED BY RESPONDENTS

Type of Number of Percentage

Laptop respondents
Desktop 70 70%

Laptop 30 30%

Total 100 100%

TYPE OF DELL SYSTEM USED BY RESPONDENTS

Desktop

Laptop

Inference
From the above table we can state that 70(70%) of respondents
acquire Desktop LAPTOPS, and 30(30%) of respondents use LAPTOPS. The
majority of the respondents are using desktop computers.

Source: Questionnaire

INCOME LEVELS OF RESPONDENTS

 30
Income Levels Number of Respondents Percentage

10000-15000 25 25%

15000-20000 22 22%

20000-25000 30 30%

Above 25000 23 23%

Total 100 100%

INCOME LEVELS OF RESPONDENTS

Above 25000

20000-25000

15000-20000

10000-15000

0 5 10 15 20 25 30 35

Inference
According to the survey, the above table indicates that 25 (25%) of
respondents income level is 10000-15000, 22 (22%) of respondents income
level is 15000-20000, 30(30%) of respondents income level is 20000-25000
and 23(23%) of respondents income level is above 25000.
Source: Questionnaire

MODE OF PURCHASE OF DELL

 31
Mode of Number of Percentage
Purchase respondents
Cash Basis 44 44%
Credit Basis 19 19%
Installment 37 37%
Total 100 100%

MODE OF PURCHASE OF DELL

45
40
35
30
25
20
15
10
5
0
Cash Basis Credit Basis Installment

Inference
From the opinion of the respondents stated in the above table,
46(46%) acquire the DELL LAPTOPS through Cash basis, 18 (18%) of
respondents purchase DELL through credit basis 36(36%) of respondents
purchase DELL through Installments.

Source: Questionnaire

FACTORS INFLUENCING TO PURCHASE DELL

Factors Number of Respondents Percentage

 32
Price 18 18%
Quality 42 42%
Configuration 23 23%
Services 17 17%
Total 100 100%

FACTORS INFLUENCING TO PURCHASE DELL

45
40
35
30
25
20
15
10
5
0
Price Quality Configuration Services

Inference
The above table states that 18(18%) of respondents prefer DELL
due to Price factor, 42(42%) of respondents prefer DELL due to its Quality,
23(23%) voted for Configuration, and 17(17%) voted for Services. Most of the
respondents i.e., 54% prefer DELL because of its good quality.

Source: Questionnaire

CONSUMER SATISFACTION TOWARDS DELL

Number of
Factors Percentage
Respondents
Highly Satisfied 41 41%
Moderately 22 22%
 33
Satisfied
Satisfied 31 31%
Not Satisfied 6 6%
Total 100 100%

CONSUMER SATISFACTION TOWARDS DELL

45
40
35
30
25
20
15
10
5
0
Highly Satisfied Moderately Satisfied Satisfied Not Satisfied

Inference
According to the survey, the above table states that, 41(41%) of
respondents are Highly Satisfied with DELL, 22(22%) of respondents are Moderately
Satisfied, 31(31%) of respondents are Satisfied, and 6(6%) are Not Satisfied. Overall
the satisfaction of respondents is more which a good sign is for the DELL makers.

Source: Questionnaire

FACTORS INFLUENCED TO PURCHASE DELL

Number of
Factors Percentage
Respondents
Friends 34 34%
Relatives 21 21%
Advertisements 36 36%
Others 9 9%
 34
Total 100 100%

FACTORS INFLUENCED TO PURCHASE DELL

Others

Advertisements

Relatives

Friends

0 5 10 15 20 25 30 35 40

Inference
Above table indicates that, 34(34%) of respondents purchase DELL
due to the influence of Friends, 21(21%) of respondents are influenced by
relatives, 36(36%) of respondents are influenced by Advertisements, and 9(9%)
are influenced by Other factors.

Source: Questionnaire

CUSTOMER OPINION ABOUT PRICE OF DELL

Number of
Factors Percentage
Respondents
Very High 10 10%
High 16 16%
Medium 44 44%
Low 30 30%
Total 100 100%
 35

CUSTOMER OPINION ABOUT PRICE OF DELL

45
40
35
30
25
20
15
10
5
0
Very High High Medium Low

Inference
From the above table we can obtain the opinion of the respondents about
the prices of DELL. 10(10%) of respondents replied that the price of DELL is Very
High, 16(16%) said High, 44(44%) of respondents voted the price of DELL is
Medium, and 30(30%) of respondents said the price is Low.

Source: Questionnaire

CONSUMER SATISFACTION TOWARDS QUALITY OF DELL

Number of
Factors Percentage
Respondents
Highly Satisfied 39 39%
Moderately
21 21%
Satisfied
Satisfied 34 34%
Not Satisfied 6 6%
Total 100 100%
 36
CONSUMER SATISFACTION TOWARDS QUALITY OF DELL

Not Satisfied

Satisfied

Moderately Satisfied

Highly Satisfied

0 5 10 15 20 25 30 35 40 45

Inference
According to the survey, the above table indicates that, 39(39%) of
respondents are Highly Satisfied with the quality of DELL, 21(21%) are Moderately
Satisfied, 34(34%) of respondents are Satisfied with the quality, and 6(6%) are Not
Satisfied with the quality of DELL. From the survey done, we can state that more
number of respondents are Satisfied with the quality of DELL.

Source: Questionnaire
 37

OPINION ABOUT SALES PROMOTIONAL ACTIVITIES OF

DELL

Number of
Factors Percentage
Respondents
Very Impressive 28 28%
Moderately
17 17%
Impressive
Impressive 36 36%
Not Impressive 19 19%
Total 100 100%

OPINION ABOUT SALES PROMOTIONAL ACTIVITIES OF DELL

Not Impressive

Impressive

Moderately Impressive

Very Impressive

0 5 10 15 20 25 30 35 40

Inference
According to the survey, the above table indicates that, 28(28%) of
respondents said that sales promotional activities of DELL are Very Impressive,
17(17%) of respondents said Moderately Impressive, 36(36%) of respondents replied
as Impressive, and 19(19%) of respondents are Not Impressive with the sales
promotional activities of DELL.
Source: Questionnaire
 38
CONSUMER OPINION TOWARDS THE ADVERTISEMENTS
OF DELL
Number of
Factors Percentage
Respondents
Excellent 36 36%
Good 35 35%
Fair 19 19%
Poor 10 10%
Total 100 100%

CONSUMER OPINION TOWARDS THE

ADVERTISEMENTS OF DELL

40
35
30
25
20
15
10
5
0
Excellent Good Fair Poor

Inference
From the above table we indicates that, 36(36%) of respondents said that
the Advertisements of DELL are Excellent, 35(35%) of respondents said that the Ads
of DELL are Good, 19(19%) of respondents said the Ads are Fair, and the remaining
10(10%) of respondents said that the Ads are Poor. Overall study states that the
advertisements are proving effective in the sales promotion of DELL.

Source: Questionnaire
 39

CONSUMER OPINION ABOUT SERVICE FROM DELL

Number of
Factors Percentage
Respondents
Excellent 37 37%
Good 35 35%
Fair 19 19%
Poor 09 09%
Total 100 100%

CONSUMER OPINION ABOUT SERVICE FROM DELL

40
35
30
25
20
15
10
5
0
Excellent Good Fair Poor

Inference
According to the survey, the above table indicates that,
37(37%) of respondents feel Excellent after sales service of DELL,
35(35%) said they feel Good, 19(19%) said Fair, and 9(9%) of
respondents said Poor.
Source: Questionnaire

CONSUMER SUGGESTION TO
 40
PURCHASE DELL TO OTHERS

Factor Number of Percentage

s Respondents
Yes 80 82%
No 20 18%
Total 100 100%

CONSUMER SUGGESTION TO PURCHASE DELL TO

OTHERS
90

80

70

60

50

40

30

20

10

0
Yes No

Inference
From the above table indicates that, 80(80%) of customers want to
suggest DELL Laptop to others they are satisfied with the brand, and 20(20%)
of consumers don’t want to suggest DELL Laptop to others as they are not
much satisfied with DELL brand.
Source: Questionnaire
41
 42

Findings

1. It is found that most of the consumers are purchasing through

cash basis
2. It is found that most of consumers are very much satisfied with
the quality of Dell.
3. It is found that the influencing factor for the consumers to
purchase Dell is through Advertisements.
4. The survey indicates that majority of the consumer wants to
suggest Dell to others .
5. The advertisements of Dell are excellent.
6. The opinion of the consumer about the after sales services of
Dell is good.
7. The sales promotional activities of Dell are good and further
can be improved and maintained longer to capture more market
share
8. It is found that most of the consumers need more colourful
LAPTOPS.
 43

SUGGESTIONS

The following are the suggestions given by the consumers at the time

of the survey conducted.

1. The Dell should improve its quality.

2. The Dell should reduce its prices.

3. The Dell should improve its post sale services.

4. The Dell should maintain its Brand image.

5. The Dell should improve its Sales promotional activities.

6. The Dell should launch a new model of product at regular

intervals.

7. DELL Company should follow the promotional activities more

like offers which generally increase the sales.

8. The company and its dealers should increase the attachments

with the customers.

 44

Questionnaire

Name:
Age:
Gender:

1. What is your profession

 Employee  Businessmen  Student  Others

2. Do you have Dell Laptop

 Yes No

3. If yes what type of Laptop do you have

 Desktop Laptop

4. What is your Income level per month

 10,000 - 15,000  15,000 -20,000
 20,000 - 25,000  Above 25,000

5. What is your mode of purchase

 Cash basis  Credit basis  Installment

6. Why do you prefer Dell

Price  Quality  Configuration  Services

7. To what extent are you satisfied with Dell

 Highly satisfied  Moderately satisfied
 Satisfied  Not satisfied

8. Which factor influenced to purchase Dell

 Friends  Relatives  Advertisements  Others

9. What is your opinion on prices of Dell

 45
 Very high  High  Medium  Low

10. To what extent are you satisfied with quality of Dell

 Highly satisfied  Moderately satisfied
 Satisfied  Not satisfied

11. What is your opinion about sales promotional activities

Of Dell
 Very Impressive  Moderately Impressive
 Impressive  Not Impressive

12. What is your opinion on Advertisements of Dell

 Excellent  Good  Fair  Poor

13. What is your opinion after sales services of Dell

 Excellent  Good  Fair  Poor

14. Would you suggest Dell Laptop to purchase any one else
 Yes No

Suggestions if any: ___________________________________

______________________________________________________

______________________________________________________
 46

BIBLIOGRAPHY

REFERANCE BOOKS:

MARKETING MANAGEMENT: V.S.RAMASWAMY AND

S.NAMAKUMARI

ADVERTISING AND PROMOTIONS: GEORGE E.BELCH & MICHAEL A.

PRINCIPLES OF MARKETING: PHILIP KOTHKER &

GARY ARMSTRONG

WEBSITES: WWW.DELL.COM
WWW.GOOGLE.COM
WWW.COMPUTERSHOPPER.COM