A

Project Report
On
“CUSTOMER SATISFATION ANALYSIS
ON INDIAMART”
Submitted By

For the partial fulfillment of the Award of the Degree

SHRI RAM GROUP OF COLLEGES, MUZAFFARNAGAR

Dr. A.P.J. Abdul Kalam Technical University, U.P., Lucknow

 ACKNOWLEDGEMENT

With immense pleasure, we would like to present this project report for “CUSTOMER

SATISFATION ANALYSIS OF INDIAMART”. which would not have been possible without

the goodwill and support of the people around .As a student of “DEOBAND COLLEGE OF

HIGHER EDUCATION DEOBAND”

We would like to extend my sincere Gratitude and thanks to Prof. (DEOBAND

COLLEGE OF HIGHER EDUCATION DEOBAND) to shape our understanding towards the

project .It was because of their immense help and support that this project has been duly

completed .However, we accept the responsibility for any possible error and would be extremely

grateful to the reader of this project.

Submitted by: FARZANA

 PREFACE

In spite of the theoretical knowledge gained through classroom study, a person is

incomplete if not subjected to practical exposure of real corporate world and may have to face

hurdles, which will be difficult to overcome without any firsthand experience of business.

I hope that this project report will communicate the quality of experience that I have.

This report is submitted to Management Department, Deoband College Of Higher

Education Deoband as a part of curriculum of MASTER OF COMMERCE during the

session 2023-24.

Name: - RADHA KASHYAP

 DECLARATION

I Undersigned hereby that the project report written or submitted by me and its my Original
work. The empirical finding and conclusion in his report are based on the primary data as well as
supported by secondary data. I have not copied from any other report submitted this year of any
of the previous year

I understand that any such copy is liable to be punished in a wet the university authorized.
…………….
INTRODUCTION
 CUSTOMER SATISFACTION

a term frequently used in marketing, is measure of how products and services

supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals."

It is seen as a key performance indicator within business and is often part of a

Balanced Scorecard .In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

Within organizations, customer satisfaction ratings can have powerful effects.

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

In researching satisfaction, firms generally ask customers whether their product

or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality falls
short, they will be disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive a lower
satisfaction rating than a budget motel — even though its facilities and service
would be deemed superior in “absolute” terms
 PURPOSE

Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty. Customer satisfaction data are among the most
frequently collected indicators of market perceptions. Their principal use is
twofold1.
1.Within organizations, the collection, analysis and dissemination of these data
send a message about the importance of tending to customers and ensuring that
they have a positive experience with the company’s goods and services.
2. Although sales or market share can indicate how well a firm is performing
currently, satisfaction is an indicator of how likely it is that the firm’s customers
will make further purchases in the future. Much research has focused on the
relationship between customer satisfaction and retention.
Studies indicate that the ramifications of satisfaction are most strongly realized
at the extremes. On a five-point scale, individuals who rate their satisfaction level
as “5” are likely to become return customers and might even evangelize for the
firm. (A second important metric related to satisfaction is willingness to
recommend. This metric is defined as "The percentage of surveyed customers who
indicate that they would recommend brand to friends."
When a customer is satisfied with a product, he or she might recommend it to
friends, relatives and colleagues. This can be a powerful marketing advantage.)
Individuals who rate their satisfaction level as “1,” by contrast, are unlikely to
return. Further, they can hurt the firm by making negative comments about it to
prospective customers. Willingness to recommend is a key metric relating to
customer satisfaction.
 Measuring customer satisfaction

"If you cannot measure it, you cannot improve it." - Lord William Thomson
Kelvin (1824-1907)

Measurement of Customer Satisfaction is a new significant addition to the new

ISO9000: 2000 standard. Organizations certified to this standard are now required
to identify parameters that cause customer satisfaction or dissatisfaction and
consciously measure them.

Organizations need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the market place. Customer
satisfaction is measured at the individual level, but it is almost always reported at
an aggregate level. It can be, and often is, measured along various dimensions. A
hotel, for example, might ask customers to rate their experience with its front desk
and check-in service, with the room, with the amenities in the room, with the
restaurants, and so on. Additionally, in a holistic sense, the hotel might ask
about overall satisfaction “with your stay.”
As research on consumption experiences grows, evidence suggests that consumers
purchase goods and services for a combination of two types of benefits. Hedonic
and utilitarian. Hedonic benefits are associated with the sensory and experiential
attributes of the product.

Utilitarian benefits of a product are associated with the more instrumental

and functional attributes of the product .Customer satisfaction is an ambiguous and
abstract concept and the actual manifestation of the state of satisfaction will vary
from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables
which correlate with satisfaction behaviors such as return and recommend rate.
The level of satisfaction can also vary depending on other options the customer
may have and other products against which the customer can compare the
organization's products
 What do Customers Want?
Before we begin to create tools to measure the level of satisfaction, it is important
to develop a clear understanding of what exactly the customer wants. We need to
know what our customers expect from the products and services we provide.

Customer expectations are the customer-defined attributes of your product or

service you must meet or exceed to achieve customer satisfaction.

Customer Expectations are of two types - Expressed and Implied.

 Expressed Customer Expectations are those requirements that are written

down in the contract and agreed upon by both parties, for example, product
specifications and delivery requirements. Supplier's performance against
these requirements is most of the times directly measurable.

 Implied Customer Expectations are not written or spoken but are the ones
the customer would 'expect' the supplier to meet nevertheless

. For example, a customer would expect the service representative who

call son him to be knowledgeable and competent to solve a problem on the
spot. There are many reasons why customer expectations are likely to
change over time. Process improvements, advent of new technology,
changes in customer's priorities, improved quality of service provided by
competitors are just a few examples.
 The customer is always right. Supplier's job is to provide the
Customer what he wants, when he wants it. Customer Satisfaction is
customers' perception that a supplier has met or exceeded their expectations.
It is therefore important to periodically update our knowledge of customer
expectation
 What constitutes Satisfaction?
We cannot create customer satisfaction just by meeting customer's requirements
fully because these HAVE to be met in any case. However falling short is certain
to create dissatisfaction. Major attributes of customer satisfaction can be
summarized as:

 Product Quality
 Product Packaging
 Keeping delivery commitments
 Price
 Responsiveness and ability to resolve complaints and reject reports
 Overall communication, accessibility and attitude

We cannot begin to address the customer satisfaction issue we define the

parameters and measures clearly. It may be easier to track supplier's performance
against stated requirements of quality and timeliness because there is documentary
evidence.

Some indication of whether a supplier is meeting the requirements can also

be obtained from data on scrap rates, PPM, complaints database, sales
improvements, repeat orders, customer audit reports etc
OBJECTIVE OF
THE STUDY
 To find out the problems faced by India Mart in finding manufacturers and
Suppliers of desired (lack of online business awareness)

 To find out the problems faced by India Mart in identifying and developing
new products and their market (Regarding Fund Allocation) products.

 To learn the whole process involved in identification of product requirement,

supplier search, and search of prospective customers. (Regarding location
problem etc)
SCOPE OF THE
STUDY
The scope of the study is limited to India mart, which is place of global buyers

with global suppliers It’s also prepares online catalog, trade leads and tender. After

the completion of the reports we will come to know the whole process of India

mart and how India mart has become largest online B2Bmarketplace
 REVIEW OF
LITERATURE
 REVIEW OF LITERATURE

The word customer is derived from "custom," meaning "habit"; a customer was
someone who frequented a particular shop, who made it a habit to purchase goods
of the sort the shop sold rather than elsewhere, and with whom the shopkeeper had
to maintain a relationship to keep his or her "custom," meaning expected purchases
in the future.

However, "customer" also has a more generalized meaning as in customer

service and a less commercialized meaning in not-for-profit areas. To avoid
unwanted implications in some areas such as government services, community
services, and education, the term "customer" is sometimes substituted by words
such as "constituent" or "stakeholder”.

This is done to address concerns that the word "customer" implies a

narrowly commercial relationship involving the purchase of products and services.
However, some managers in this environment, in which the emphasis is on being
helpful to the people one is dealing with rather than on commercial sales,
comfortably use the word "customer" to both internal and external customers.
 Types of customer

There are six types of customers.

External Customer.

These are the people and organizations who have a need for your product or
service. They purchase your stuff in exchange for money. They have a budget and
will give you some of it in exchange for a solution that meets their needs and
expectations

Given that, I affectionately refer to external customers as ones with

the bag of money. They have the financial autonomy to decide where and how they
will spend their budget the bag of money. The question is who gets the bag of
money, you or your competitor? Who has earned the confidence and trust of the
customer?

You and your competitor are vying for a piece of their budget the best
solution wins. Know this: Customers vote with their money and complain with
their feet.
Allies.

These are the users of your product or service, not the ultimate decision maker.

These customers usually don't have a bag of money but they play a vital
role in you success. They do not make the final decision but they may have
tremendous impact on the outcome. They are often closely connected to the bag of
money and positioning them as an ally to your cause is critical for your success.

However, allies can be a tremendous wealth of information. Pick their

brains and learn how you can differentiate yourself from the competition.
Customers buy differences, not similarities.

It can sometimes be difficult to ascertain who the bag of money is and

who the allies are. Ask questions early in the call to determine who's who in the
zoo. Shrink your sales cycle by understanding the players within your accounts.
Simply ask them who else may be involved with decisions.
Internal Customer

These are fellow employees and managers within your place of business. They
support you and make you look good to your external customers. Appreciate them
and treat them with respect.

Unfortunately, they are often the victims of the blame fest. Poor
internal relationships can have fatal consequences for your external customers. I
recently saw an anonymous quote that supports my point. "We have less to fear
from outside competition than from inside conflict, inefficiencies, discourtesy, and
bad service." So true.

They want to fix the problem. It's up to you to quarterback all of

the company's resources to resolve their problem. When you work in harmony with
your internal customers, external customers become the beneficiary of your
internal relationships .

Be aware too of your own personal internal customers, such as

family ,spouse, and parents. View your kids, spouse, or significant other as your
personal internal customers. They also deserve respectful treat men.
Repeat Customer.

They are the jewels of your business. Do the job well the first
time and you often get rewarded with another opportunity to serve them. And
guess what? They give you more money! You may have heard that it costs up to
five times as much to replace a customer as it does to keep one .

So, keep them happy. Under promise and over deliver.

Born-Again Customer

These are previous customers who no longer do business with you.

For some reason they have forgotten about you or they are still upset with
you. Dig up their file, give them a call, and settle any outstanding grievance. Put
your ego aside and offer restitution to satisfy the customer.

They often become loyal customers provided you resolve the problem to their
satisfaction. As you work with your customers, you will find the Sequential Model
is applicable to all six types.

Remember, Pay particular attention to your internal customers.

 Bag of Wind.

You guessed it, these people have little or no impact on the decision

.They are often an easy point of entry into an account but they seldom
contribute to the sales process. In fact they do more harm than good by creating a
false sense of authority.

There is nothing worse than wasting valuable selling hours on people who
cannot help advance the sale. They may also provide clarity as to who the allies are
and who the bag of money is.

Knowing these people can prove to be a huge advantage; knowledge is

power.
 Customer Segmentation

In the snowmobile example, the served market consisted of one segment but
conceivably, the served market. Could be much broader in scope. For example, the
company could decide to serve all industrial customers (large, medium, small) by
offering diesel-driven snowmobiles for delivery use. The broader´ served
market ,however, must be segmented because the market is not homogeneous; that
is, it cannot be served by one type of product/service offering.

Currently, the United States represents the largest market in the world for most
products; it is not a homogeneous market, however. Not all customers want the
same thing. Particularly in well-supplied markets, customers generally prefer
products or services that are tailored to their needs. Differences can be expressed in
terms of product or service features, service levels, quail levels, something else

In other words, the large market has a variety of submarkets, or segments, that
vary substantially. One of the crucial elements of marketing strategy is to choose
the segment or segments that are to be served. This, however, is not always easy
because different methods for dissecting a market may be employed and deciding
which method to use may pose a problem. Virtually all strategists segment their
markets.
Typically, they use SIC codes, annual purchase volume, age, and income as differentiating
variables. Categories based on these variables, however, may not suffice as far as the
development of strategy is concerned. RCA, for example, initially classified potential customers
for color television sets according to age, income, and social class. The company soon realized
that these segments were not crucial for continued growth because potential buyers were not
confined to those groups.

Later analysis discovered that there were innovators´ and followers´ in each of the above
groups. This finding led the company to tailor its marketing strategy to various segments
according to their innovativeness. Mass acceptance of color television might have been delayed
substantially

A leading industrial manufacturer discovered that its critical variable was the amount of
annual usage per item, not per order or per any other conventional variable. This proved to be
critical since heavy users can be expected to be more sensitive to price and may be more aware
of and responsive to promotional perspectives.
Segmentation aims at increasing the scope of business by closely aligning a
product or brand with an identifiable customer group.

Take, for example, cigarettes. Thirty years ago, most cigarette smokers chose
from among three brands: Camel, Chesterfield, and Lucky Strike. Today more than
160 brands adorn retail shelves. In order to sell more cigarettes, tobacco companies
have been dividing the smoking public into relatively tiny sociological groups and
then aiming one or more brands at each group. Vantage and Merit, for example, are
aimed at young women; Camel and Winston are aimed mostly at rural smokers.
Cigarette marketing success hinges on how effectively a company can design a
brand to appeal to a particular type of smoker and then on how well it can reach
that smoker with sharply focused packaging, product design, and advertising.

What is true of cigarettes applies to many, many products; it applies even to

services. Banks, for example, have been vying with one another for important
customers by offering innovative services that set each bank apart from its
competition. These illustrations underscore not only the significance of segmenting
the market but also the importance of carefully choosing segmentation criteria.
 Segmentation criteria

Segmentation criteria vary depending on the nature of the market. In consumer

goods marketing, one may use simple demographic and socioeconomic variables,
personality and lifestyle variables, or situation specific- events (such as use
intensity, brand loyalty, and attitudes) as the bases of segmentation.

In industrials marketing, segmentation is achieved by forming end use

segments, product segments, geographic segments, common buying factor
segments, and customer size segments. For a detailed account, however, reference
may be made to a textbook on marketing management.

In addition to these criteria, creative analysts may well identify others. For
example, a shipbuilding company dissects its tanker market into large, medium,
and small markets; similarly, its cargo ship market is classified into
high-,medium-, and low-grade markets.

A forklift manufacturer divides its market on the basis of product performance

requirements. Many consumer- goods companies, General Foods, Procter &
Gamble, and Coca-Cola among them, base their segments on lifestyle analysis.
Data for forming customer segments may be analyzed with the use of simple
statistical techniques (e.g., averages) or multivariate methods.
Conceptually, the following procedure may be adopted to choose a criterion for
segmentation:

1. Identify potential customers and the nature of their needs.

2. Segment all customers into groups having
 Common requirements.
 The same value system with respect to the importance of these requirements.

3. Determine the theoretically most efficient means of serving each market

segment, making sure that the distribution system selected differentiates each
segment with respect to cost and price.

4.Adjust this ideal system to the constraints of the real world: existing
commitments, legal restrictions, practicality, and so forth. A market can also be
segmented by level of customer service, stage of production, price/performance
characteristics, credit arrangements with customers, location of plants,
characteristics of manufacturing equipment, channels of distribution, and financial
policies.

The key is to choose a variable or variables that so divide the market that
customers in a segment respond similarly to some aspect of the marketer’s
strategy. The variable should be measurable; that is, it should represent an
objective value, such as income, rate of consumption, or frequency of buying, not
simply a qualitative viewpoint, such as the degree of customer happiness.
 Also, the variable should create segments that may be accessible through
promotion. Even if it is feasible to measure happiness, segments based on the
happiness variable cannot be reached by a specific promotional medium.
Finally ,segments should be substantial in size; that is, they should be sufficiently
large to warrant a separate marketing effort.

Once segments have been formed, the next strategic issue is deciding which
segment should be selected. The selected segment should comply with the
following conditions:

1. It should be one in which the maximum differential in competitive strategy

can be developed.
2. It must be capable of being isolated so that competitive advantage can be
preserved.
3. It must be valid even though imitated
 Customer service

Customer service is the provision of service to customers before, during and after
a purchase.

According to Turban et al. (2002), Customer service is a series of activities

designed to enhance the level of customer satisfaction that is, the feeling that a
product or service has met the customer expectation." Its importance varies
byproducts, industry and customer; defective or broken merchandise can be
exchanged, often only with a receipt and within a specified time frame .

Retail stores will often have a desk or counter devoted to dealing with returns,
exchanges and complaints, or will perform related functions at the point of sale;
the perceived success of such interactions being dependent on employees" who can
adjust themselves to the personality of the guest".

From the point of view of an overall sales process engineering effort, customer
service plays an important role in an organization's ability to generate income and
revenue. From that perspective, customer service should be included as part of an
overall approach to systematic improvement.

A customer service experience can change the entire perception a customer has
of the organization. Some have argued that the quality and level of customer
service has decreased in recent years, and that this can be attributed to a lack of
support or understanding at the executive and middle management levels of a
corporation and/or a customer service policy.
 To address this argument, many organizations have employed a variety of
methods to improve their customer satisfaction levels, and other KPIs.

PROBLEM FORMULATING STAGE

During the research the survey of the market in Bangalore has been done and
then result was found that company and its owners are doing their job more
efficiently but still the company is lacking to make its customer fully satisfied.

The existing customers are not having so much of problem but the new
customers are facing the problem. The problem is related to brokerage rate, expert
knowledge, problem solving etc. Because of high account opening charge in the
market customer are not ready to open an account.

LITERATURE SEARCH

It has been found that if company want to expand its market share and to
increase the customer then it should have to focus on product and services
promotion apart from brand promotion.

The company will have to satisfy its customer in an appropriate way so that they
will become loyal customer and they will also help to increase to increase the
number of customer through their valuable references. The company should launch
some good schemes & lower broking charges. It should provide training to
customers and also show the demo etc.
 DATA EVALUATION

After collecting and analyzing the data understanding has been made that in
this era of marketing where the market is full of competitors indiamart should
have to do something innovative and creative in order to give tough competition to
the top broking companies.

As we know that CUSTOMER SI THE KING´. It means anyhow company will

have to make its customer happy, satisfied and delight to make more and more
profit and leave the competitors behind
 RESEARCH
METHODOLOGY
 RESEARCH METHODOLOGY

Marketing Research is the systematic & objective identification, collection,

analysis, dissemination & use of information for the purpose of improving decision
making related to the identification & solution of problems & opportunities in
Marketing.

A research process consists of stages or steps that guide the project from its
conception through the final analysis, recommendations and ultimate actions.
There search process provides a systematic, planned approach to the research
project and ensures the all aspects of at the research project are consistent with
each other. Research studies evolve through a series of steps, each representing the
answer to a key question.

INTRODUCTION TO METHODOLOGY

This chapter aims to understand the research methodology establishing a

framework of evaluation and revaluation of primary and secondary research. The
techniques and concepts used during primary research in order to arrive at
findings; which are also dealt with and lead to a logical deduction towards the
analysis and results.

RESEARCH DESIGN
 Research design is a conceptual structure within which research was
conducted. A research design is the detailed blueprint used to guide a research
study towards its objective. It is a series of advanced decision taken together
comprising a master plan or a model for conducting the research in consonance
with the research objectives. Research design is needed because it facilitates the
smooth sailing of the various research operations, thereby making research as
efficient as possible yielding maximum information with the minimum effort, time
and money.

(I ) Exploratory Research

To gather preliminary information that will help define problems and suggest
hypotheses. (uses Secondary Data & Focus Groups )

( II ) Conclusive Research

Descriptive Research
To describe things, such as the market potential for a product or the
demographics& attitudes of consumers who buy the product.(Hypotheses Testing)

Experimental Research : (Causal Research) To establish the cause-and-effect

relationships

RESEARCH PROCESS
The research process has five distinct yet interrelated steps for research analysis.

1. Define the information needed.

2. Design the Exploratory, Descriptive and/or Causal phases of the Research.
3. Specify the measurement and scaling procedures.
4. Construct and pretest a Questionnaire (interviewing form) or an appropriateform
for Data Collection.
5. Specify the Sampling Process & Sample Size.

6. Develop a plan of Data Analysis.

Each step is viewed as a separate process that includes a combination of

task, step and specific procedure. The steps undertake are logical, objective,
systematic, reliable, valid, impersonal and ongoing
 EXPLORATORY RESEARCH
The method I used for exploratory research was

Primary Data, Secondary data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary
data which is previously gathered data. An example is information gathered by a
questionnaire.

Qualitative or quantitative data that are newly collected in the course of research
Consists of, original information that comes from people and includes information
gathered from surveys, focus groups, independent observations and test results.
Data gathered by the researcher in the act of conducting research.

This is contrasted to secondary data, which entails the use of data gathered by
someone other than the researcher information that is obtained directly from first-
hand sources by means of surveys, observation or experimentation.
Primary data is basically collected by getting questionnaire asked to the
respondents. Customer Satisfaction in 7 Steps

1. Encourage The Customer In Telephonic Dealings.

This is the most daunting and downright scary part of interacting with a
customer. If you're not used to this sort of thing it can be a pretty nerve-
wracking experience. Rest assured, though, it does get easier over time. It's
important to meet your customers face to face at least once or even twice during
the course of a project.

2.Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for
a response to an email or phone call. It might not always be practical to deal with
all customers' queries within the space of a few hours, but at least email or call
them back and let them know you’ve received their message and you'll contact
them about it as soon as possible. Even if you're not able to solve a problem right
away, let the customer know you're working on it.

3.Be Friendly and Approachable.

A fellow Site Pointer once told me that you can hear a smile through the phone.
This is very true. It's very important to be friendly, courteous and to make your
clients feel like you're their friend and you're there to help them out. There will be
times when you want to beat our clients over the head repeatedly with a blunt
object - it happens to all of us. It's vital that you keep a clear head, respond to your
clients' wishes as best you can, and at all times remain polite and courteous.

4.Have a Clearly-Defined Customer Service Policy.

This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long
run.

If a customer has a problem, what should they do? If the first option doesn't work,
then what? Should they contact different people for billing and technical queries ?

If they're not satisfied with any aspect of your customer service, who should they
tell?

There's nothing more annoying for a client than being passed from person to
person, or not knowing who to turn to. Making sure they know exactly what to do
at each stage of their enquiry should be of utmost importance.

So make sure your customer service policy is present on your site – and
anywhere else it may be useful.

5.Attention to Detail (also known as 'The Little Niceties')

 Have you ever received a Happy Birthday email or card from a company you
were a client of? Have you ever had a personalized sign-up confirmation email
for a service that you could tell was typed from scratch? These little niceties can
be time consuming and aren't always cost effective, but remember to do them.

Even if it's as small as sending a Happy Holidays email to all your customers,
it's something. It shows you care; it shows there are real people on the other end
of that screen or telephone; and most importantly, it makes the customer feel
welcomed, wanted and valued.

6. Anticipate Your Client's Needs & go out of Your Way to Help Them Out.

Sometimes this is easier said than done! However, achieving this supreme level
of understanding with your clients will do wonders for your working
relationship.

7. Honor Your Promises

It's possible this is the most important point in this article. The simple message:
when you promise something, deliver. Clients don't like to be disappointed.
Sometimes, something may not get done, or you might miss ahead line through no
fault of your own.

Projects can be late, technology can fail and sub-contractors don't always deliver
on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't
go a miss. Secondary source of data used consists of books and websites
 My proposal is to first conduct a intensive secondary research to understand the
full impact and implication of the industry, to review and critique the industry
norms and reports, on which certain issues shall be selected, which I feel remain
unanswered or liable to change, this shall be further taken up in the next stage of
exploratory research

DESCRIPTIVE RESEARCH

STEPS in the descriptive research

  Statement of the problem
 Identification of information needed to solve the problem
 Selection or development of instruments for gathering the information
 Identification of target population and determination of sampling Plan.
 Design of procedure for information collection
 Collection of information
 Analysis of information
 Generalizations and/or predictions

DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The
questionnaire method has come to the more widely used and economical means of
data collection.
The common factor in all varieties of the questionnaire method is this reliance on
verbal responses to questions, written or oral. I found it essential to make sure the
questionnaire was easy to read and understand to all spectrums of people in the
sample.

It was also important as researcher to respect the samples time and energy hence
the questionnaire was designed in such a way, that its administration would not
exceed 4-5 mins . These questionnaires were personally.

Primary Research was based on the Telephonic Session (Questionnaire Session),it

was B2B and B2C,most likely questions asked is as followed
1) What is your name?
2) What is type of company?
3) What is the company description?
4) What is the designation of the contact person?
5) What is the e-mail id, website, contact number, fax number, address?
6) How many employees are working in your organization?
7) What type of product /services do they have?

DETERMINATION THE SAMPLE PLAN AND SAMPLE

SIZETARGET POPULATION

It is a description of the characteristics of that group of people from whom a

course is intended. It attempts to describe them as they are rather than a the
describer would s like them to be. Also called the audience the audience to be
served by our project includes key demographic information (i.e.; age, sex etc.).

The specific population intended as beneficiaries of a program. This will be

either all or a subset of potential users, such as adolescents, women, rural
residents ,or the residents of a particular geographic area. Topic areas: Governance,
Accountability and Evaluation, Operations Management and Leadership. A
population to be reached through some action or intervention; may refer to groups
with specific demographic or geographic characteristics.

The group of people you are trying to reach with a particular strategy or
activity. The target population is the population I want to make conclude an ideal
situation; the sampling frames to matches the target population. A specific resource
set that is the object or target of investigation. The audience defined in age,
background, ability, and preferences, among other things, for which a given
course of instruction is intended

SAMPLE SIZE
This involves figuring out how many samples one need. The numbers of samples
you need are affected by the following factors:

 Project goals
 How you plan to analyze your data?
 How variable your data are or are likely to be?
 How precisely you want to measure change or trend?
 The number of years over which you want to detect a trend?
 How many times a year you will sample each point?
 How much money and manpower you have?

I have targeted 50 people for the purpose of the research. The target population
influences the sample size. The target population represents there Bangalore. . The
people were from different professional backgrounds. The details of our sample are
explained in chapter named primary research where the divisions are explained in
demographics section

SIGNIFICANCE OF STUDY
Every research is conducted to fulfill certain objective and these objectives in turn
fulfill some purpose.
The need of the stud y arises because of the reason that a trainee must understand
the company, it s achievement s and t asks, product s and services and also to
collect information about its product s and services offered to customer through
collecting their views as per t heir percept in about company. So that, after
understanding and collecting information about the organization performance in
eyes of customer, a trainee will be able to work well for t he organization.

This hand on experience helps him in identifying the critical factor of changing
consumer perception. It provides a feedback to the organization about their sales
schemes and what impact dose it has on the consumer. It helps the firm acquire a
better understating of the buyer thinking. The very essence of every project related
to marketing is providing a view to management for chalk out the organization. So
that they can maintain a viable fit between the organization objective, skill and
resources and its changing market opportunities

Also give proper shape to the company business target profit and growth. It also
aids he formulation of marketing mix, decision on each element of marketing mix,
product, distribution and promotion and pricing etc need the support of marketing
research
 DATA ANALYSIS
AND
INTERPRETATION

Awareness of Indiamart among the people

 Graph 1:-Response of People

Interpretation

Although there is sufficiently high brand equity among the target audience yet, it is to be noted
that from 100 customers only 30% are aware about the facilities provided by Indiamart and rest
70% are not aware of the facilities provided by the company meaning thereby, that, the company
should concentrate more towards promotional tools and increase its focus on product awareness
along with brand awareness

Result of + level among customers with indiamart

 Graph 2:- Result of satisfaction level among customers with Indiamart

Interpretation

Here we can easily see that from 100 customers, 72% are satisfied with the services of the
company but apart from them rest of 28% is completely dissatisfied with the services of the
company.

This pie-chart corroborate the fact that Strategic marketing, today, has gone beyond only
meeting Sales targets and generating profit volumes. It shows that all the competitors are striving
hard not only to woo the customers but also to make them Brand loyal by generating customer
satisfaction.

Once the customer will be satisfied then only they will become loyal otherwise the company
not only looses them but also will their reference customer

Company services is better than competitors

 Graph :- Result of company services is better than competitors

Interpretation

While asking about whether the INDIAMART services are better from the other competitors or
not the response I got from the respondents that only 23% were highly agree 45% were agree,
5% were neither agree nor disagree, 12% were disagree while 15% were highly disagree.

The respondents who were highly disagree was the result of delay in services and more
charges as compared to other competitors.
FINDINGS
The INDIAMART is lacking in the areas of services promotion, it
should redesign its promotional strategies to capture more market.

The company will have to provide the customer experts knowledge in

broader way i.e. to each needful person when needed.

The company should lower its brokerage charge in order to gain more
customers.

The company should increase the number of advertisement through

various media to remind present as well as to aware new customer about
it’s services.

The company should solve the problems of the customer’s quickly

because delay in this will make them dissatisfied and they will not
provide the reference of any customers .

The company should organize seminars for new as well as existing

customer in order to make existing customer delight by providing some
gifts.

This will act as a customer acquisition program

CONCLUSION
The main purpose of Summer Internship Program (SIP) is to gain practical
knowledge and apply our skills in practical and real environment.

It is the time when we have to sharpen our skills, abilities and knowledge which
would help me in getting final placement.

In INDIAMART, I have got an opportunity to explore my potential. By preparing

extensive research reports we have attained fundamental knowledge of online
promotional services, its scope and its importance in coming years.

I have also come across various technicalities related to online promotional

services.

I am very confident that after completing my internship in INDIAMART Company

I would have mastered in various online promotional service
 LIMITATIONS

 Following are some limitations which affect our performance in the

organization. Indiamart.com is providing eminent facilities so as to increase
 and maintain the performance of each and every employee in the
organization.

 The basic problem that everyone faces today is of recession. The same case
is with small scale sectors. The most likely argument is not getting
g enough return on their investment so it’s difficult for us to invest at this
point of time.

 Some of the customers are satisfied with the present status of their business.
They don’t want to expand further due to limited resources or lack of vision
and like to avoid risk. For e.g. if company gets regular order from
government, shows no interest to online promotional services.

 The price factor also plays key role in generating leads because aware
customers are likely to respond to that services which offer maximum
advantage at minimum cost. For e.g. tradeindia.com provides almost same
services but at considerably low amount as compared toindiamart.com.

 Some of the clients are not able to afford the cost or price thatindiamart.com
offers. It necessitates keeping record of their status at regular interval. For
e.g. with the help of appointment at regular intervals, the probability of
converting the prospect into regular client can be found out.

 Many of the clients had bad experiences as a result they have with drawn
from it. The most likely reasons are unsatisfactory inquiries and fake
 inquiries. Some of them had suffered heavy losses by accepting those fake
inquires.

 Most of the organizations are controlled from their respective headquarters

as a result the decision remains pending for a long period of time. Regular
follow up is required to maintain their proper status.

 The absence of respective departmental head because of meetings oron leave

requires follow up on continuous basis.

 Some of the clients are very satisfied with their business as they are
generating enough business locally.
RECOMMENDATION
 Company should have a scheme of rewards and recognition to employees
and the field persons to boost their motivation.
 Rs 48000/year promotion charges are too less when targeting a corporate so
the company should be High on this amount.
 After sales services and follow up calls are important for getting new
references so trained telesales should be appointee for this purpose whose
sole work should be to make feedback calls.
 Make the complaint process and complaint redressed process easy so that
there is a scope of improvement to identify regions where promotions are
required.
 The company needs to go for aggressive advertisement campaign Increase
two way communications between the company and the client Company
should contact with their clients regularly for knowing the problems faced
by them.
 This will result in additional customer base by getting further references
from satisfied clients.
 The Company should give training to the customers and keep seminars for
the customers.
 ACHIVEMENTS

1. Understood the concept of “online promotional services”

2. Types of schemes available in online marketing.

3. Got knowledge of how the organization functions.

4. How to interact clients.

5. Understanding client’s perception.

6. Handling client queries and objections.

7. Filling up questionnaire forms, Performa invoices, Know your client (KYC)

Requirements.

8. Understood concept of B2B portals, online marketing and mass advertising.

9. Understood functioning of organizational hierarchy

10.All formal communication channels used in organization

11.How organization does measures performance of their employees.

12.How to develop and maintain corporate relationship, etc.

BIBLIOGRAPHY
BOOKS

 Marketing Management: - PHILIP KOTLER 13th Edition, 2009, Prentice

Hall of India Ltd., New Delhi.
 Marketing Management:- V.S RAMASWAMY AND S. NAMAKUMAR
 Marketing Research: - DR. C.R. KOTHARI

NEWSPAPER AND MAGAZINE

 Business World
 The Economic Times
 Business Standard
 Business line

WEBSITES

 www.indiamart
 www.google.com
 www.investopedia.com
 www.wikipedia.com
 QUESTIONNAIRE

1. Company Name
2. Address
3. Contact number]
4. Email ID
5. Website
6. Nature of Business
 Manufacturer
 Exporter
 Domestic
 Supplier
 Export
 House Import
 House Buying
 Agent Stockiest
 Wholesaler
 Retailer
 All

7.Legal Status of your Business?

 H.U.F
 Partnership
 Private Ltd Co.
 Proprietorship
 Limited Co

What kind of source of media you use to promote your company?

 Print media
 Personal reference
 Online promotion services
 Others Exhibition/ trade show

Have you ever opted for online promotion services?

  Yes
 No

Do you know the companies which provide online promotion services?Yes No

If, yes
 Indiamart.com
 Tradeindia.com
 Exportersindia.com
 Alibaba.com
 Madefromindia.com
 Indianyellowpages.com


How much amount of money you spend to market your product/serviceannually on

Internet?

 Less than Rs.10000Rs.

 10000-20000
 Rs.20000-30000
 Rs.30000 and More

Are you interested in promoting your services online?

 Yes
 No

At which level would you like to promote your product?

 Pan India
 Specific City
Are you satisfied with the present service provider?
 Yes
 No

Are you interested to participate in Exhibition/ trade shows?

 Yes
 No

Why would you like to advertise in Trade shows?

 Maximum exposure through international distribution

 Global buyers preferred choice
 Minimum cost per business enquiry
 International quality print, paper and design
 Ensure virtual participation in major International trade shows

Does your service provider provide you with existence verification, credibility factors and
statutory approvals?
  Yes
 No

Are you aware of online promotion services provided by Indiamart?

 Yes
 No

Rank the following?

 Indiamart.com
 Tradeindia.com
 clickindia
 Alibaba.com
 Madefromindia.com
 Indianyellowpages.co
