Dinesh Final project Report 2012

The Customer Satisfaction towards Vega Auto Accessories PvtLtd

CHAPTER – 1PREAMBLE

1.1 Introduction

1.2 Statement of the Problem

1.3 Objective of the study

1.4 Steps involved

1.5 Project outline

SAHE Institute of Management Studies 1


1.1 IntroductionThe project report contains “The Customer Satisfactiontowards Vega Auto Accessories PVT LTD” It is carried out toknow the which all advertising strategy used by company andto know whether the people are aware of Vega helmet inBelgaum city

Vega Auto Accessories is a manufacturing unit. The

company is into both B2C and B2B marketing of its products.

Helmet manufacturing at Vega is basically on a large scale

and products are marketed and sold to both domestic and

International clients under the brand name of Vega helmets.

Vega is also in the business of auto accessories.

The organization was mainly conducted in order toexpose ourselves to the working of an organization i.e.corporate exposure and Learning

The report initiates with the industry profile and company

profile of Vega Auto Pvt Ltd.

1.2 Statement of the problem “What are the various parameters thatdetermine the Satisfaction and Loyalty; Customer Perceptionfor Vega helmets vis-à-vis its competitors?”

1.3 Objective of the studySAHE Institute of Management Studies 2


i) A study on customer level of satisfaction towards

Vega Helmets.

ii) To identify the loyalty of customer towards Vega

Helmets.

iii) To measure the specific reason for

satisfaction and dissatisfaction with Vega Helmets.

iv) To identify the recommendation of Vega Helmet to

other by existing customers.

v) To know the recent trends in Helmet Market.

1.4 Scope of the study i) Scope of the study mainly to know the current

level of customer satisfaction.

ii) Scope of the study mainly to know the loyalty of

the customer towards the company.

iii) To give suggestion regarding improvement of

performance standard of the company.

iv) To inform the management about current level

1.5 Steps involved

The research is been conducted using simple random sampling

method with sample size 100 units by the means of a

questionnaire to study the customer satisfaction towards

Vega helmets.

Further it includes the statement of the problem,

objectives of the study and limitation of the study thereby



making a clear base for initializing the project to arrive

to an particular solution.

The project report also consists of analyses and

interpretation of the questionnaire so formed.

1.6 Project outline

CHAPTER 1- Preamble :-In this chapter the projectobjectives, statement of the problem, steps involvedand in short the project is introduced.

CHAPTER 2- Company Profile:- includes company histroy,company mission statement, company infrastructure,Distribution Channel, Products, etc.. CHAPTER 3- Over view of subject:- explains about marketingtheory and This study to examine what consumer ofHelmet believes are the main satisfaction variablesand why they remain loyal

CHAPTER 4- Literature survey:- includes subject titles,name of author and brief discussion about the book /articles.

CHAPTER 5- Approach:- includes data collection method,research tools used and sampling methodology.

CHAPTER 6- Data collection Method,Research Tools used andSampling methods:- The chapter discusses on researchtools used and sampling about methods.

CHAPTER 7- Data analysis and Interpretations/ ResearchFindings:- includes analysis of data collected withrespect to objectives and further interpretation ofthe same is noted.



CHAPTER 8- Recommendations and Conclusion:- Based onanalysis the recommendations are noted.

CHAPTER 9- Bibliography.

CHAPTER 2

COMPANY PROFILEName of the Company: Vega Auto Accessories Pvt. Ltd

Founded: 1981

Address: BEMCILE ,Industrial estate

Udyambag Belgaum 590016

Capital: 25 Corers

Total Area: 16000sq.feet

Type of business: Manufacture &Export

Chairman: Mr.Premraj.Z.Chandak

Mr.DilipChandak

Directors: Mr.Giridhar.P.Chandak

Mr.Suhas.P.Chandak

Mr.Uttam.P.Chandak

Monthly Production

Capacity: 45000

Staff: 50

Workers: 280

Bankers: HDFC,SBI,State Bank of Mysore.



Website: www.Vega auto.com

Table 2.1

2.1 A BRIEF INTRODUCTION OF VEGA AUTO

ACCESSORIES Pvt.Ltd

Vega Auto Accessories Pvt. Ltd was started in the year

1981 the plant is located in the heart of industrial area

at Udyambag in Belgaum. Vega is owned and managed by

the”CHANDAK’’. Mr The founder and the chairman of the

company Mr. Premraj.Z. Chandak has given a new dimension

to the helmet manufacturing

in the initial years of its

inception. The initial

investment of the company is

Rs.10 Lacks.

Vega is a private Ltd

and export oriented company

and it is one of the leading

manufacturers and exporters

of helmets, it is the vision

of Vega to be a global


Designation Functional Heads

ChairmanMr. Premraj

Z.ChandakManaging

Director

Mr. Dilip

P.ChandakDirector

Marketing

Mr. Giridhari P.

ChandakDirector

Finance

Mr. Dilip

P.ChandakDirector

Human

Resource

Mrs. Sangeeta

Chandak

Director

Production

Mr. Suhas P.

Chandak


supplier of its quality helmets and related accessories.

Vega has achieved a great success in delivering quality

helmets and related accessories. Vega is one of its kind it

has its unique style of carrying on the manufacturing

process in an efficient manner. Vega rings the bell in

every automobile enthusiast’s mind as one of the leading

brands in the premium segment in the helmet trade, the

company with ideology of safety and fashion has become a

pioneer in promoting helmets as Designer

Table 2.2

Head Gear apart from being a means of safety with their

vast range entirely approved by the Bureau of Indian

standard (ISI). Quality and not quantity has always been

the motto of Vega, this has helped Vega to conquer a

position in the market as a brand to synonym quality, the

quality features have now been reinforced their association

with compact composite.

Vega, with its network of over 320 dealers

crisscrossing the country has not only established itself

nationwide but has also been able to mark its presence in

the overseas market also like USA,GERMANY,ISRAEL,ITLAY &

many other countries. Vega has the capacity of

manufacturing of 2000 helmets per day. The manufacturing

process of the helmets involves the various types of



molding like FRP hand lay up’s ,RTM , Balloon molding,

Plastic injection molding etc. a hi-tech paint Shop with

both Polyurethanes & Ultra violate (UV) coating systems.

Highly equipped stitching unit and the vacuum Metalizing

Machines & Deep Coating Plant gives best finish of chrome &

Nickel on Helmets and various shades of Mercury Coating on

Visors. The testing Lab is designed to test the toughest

safety standards in the world like ISI, DOT & ECE etc. The

entire Development and Production is contrived in 50000sq

feet area of a beautiful building with the state of Art &

Technology.

2.2 Nature of the

business carried

Vega Auto Accessories is a

manufacturing unit. The company is

into both B2C and B2B marketing of

its products. Helmet manufacturing

at Vega is basically on a large scale and products are

marketed and sold to both domestic and

Table 2.3

International clients under the brand name of Vega helmets.

Vega is also in the business of auto accessories.

2.3 STRUCTURE OF VEGA AUTO ACCESSORIES Pvt.

Ltd


Type of

Business

Manufacturing

Type of

Production

Mass Production

Target

Markets

National,

International


Structure is the organizational chart and associated

information that shows who reports to whom and how tasks

are both divided up and integrated. In other words,

structures describe the hierarchy of authority and

accountability in an organization, the way the

organization's units relate to each other: centralized,

functional divisions

(top-down); decentralized (the trend in larger

organizations); matrix, network, holding, etc. These

relationships are frequently diagrammed in organizational

charts.

Most organizations use some mix of structures - pyramidal,

matrix or networked ones - to accomplish their goals.



Fig 2.1

2.4Product Profile :

Vega Auto Accessories is popularly known for its wide range

of quality helmets. Vega’s main motto is to continue improvement

and innovation at every stage of its value chain.

Product Portfolio :

Fig 2.2

2.5 PLANT LOCATION

Vega Auto Accessories Pvt.Ltd has various departments

which takes an eminent part in making the helmets a quality

product. Quality and not quantity has always been the motto

of Vega, this has helped Vega to conquer a position in the

market as a brand to synonym quality, the quality features

have now been reinforced their association with


Vega Products

Helmets Other Accessories


compact composite. An area of 1200 sq.feet comprises of the

building with various departments.

2.6 Marketing mix

The weapons of the marketing mix that is 4 P’s of the

marketing mix

FIG 2.3

1] PRODUCT:


MARKETING MIX

PRICE LIST

PRICE

DISCOUNT

ALLOWANCE

PAYMENT

PERIODS

CREDIT TERMS

PROMOTION

MEDIA

DIRECT MARKETING

TRADE SHOWS

PLACE

COVERAGE

LOCATION

TRANSPORT

PRODUCT

PRODUCT VARITY

QUALITY

DESIGN

FEATURES

SERVICES

WARRANTY

RETURNS

TARGET MARKETS


VEGA is engaged under the manufacturing & marketing of

auto accessories & safety equipments. Their helmet brand

has national as well as international recognition. All

kinds of helmets & other safety equipments are marketed.

The helmet with visors, without visor, half face, full

face, general utility purpose &sporty helmets are

manufactured & marketed.The following is the product

range of VEGA.

i)Helmets – open face, extreme, turbo, etc

ii)Helmet locks

iii)Visor- clear smoke, mercury

iv)T-shirts.

2] PRICE:

Price is the amount of the money customer has to pay

to obtain the product. VEGA uses pricing as one of its

promotion measure. The dealer gets a good profit margin

on the product because the dealer’s price is lesser then

the retail price (MRP). The dealers are given cash

discount of 4 percentages. The final customer has to pay

less compared to other brands.

3.] PLACE:

VEGA is wide spread with the distribution network of

distributor, dealers, &retail outlets of 350. They have a

multichannel distribution system in which firms set up



two or more marketing channels to reach one or more

marketing segment.

4]PROMOTION:

Fig 2.4

VEGA basically implements the promotional aspects like

advertisements, hoardings, paintings, & banners to promote

its helmets. Also showroom display techniques are used.

VEGA also sponsors events as promotional strategies.

Incentives, rewards, & discounts are given to dealers.

Besides VEGA also advertise through internet website, auto

bikes, magazines etc. they also have an outline & sales

enquiry method.

2.7 The major customers of VEGA are:i)Mahalaxmi Automobiles- New Delhi

ii)Champion Sports – Pune

iii)Mayur enterprise – Belgaum

iv)Pioneer Scoter center Chennai

2.8 Some of the institutional buyers are

i)Tata electric logo motive

ii)Kirlosker Engine Ltd

iv)Ghagte Patil industries Ltd


DEALERS VEGA

INSTITUTION


2.9 TARGETS MARKETS:VEGA targets its brand of helmets towards the 2

wheelers owners, drivers etc. it takes into account

especially the youth sector. It basically targets at

youngsters & youth. The products are targeted in such a

manner that fashion along with the safety precaution that

helmets provide. Hence VEGA has innumerable brands &

categories to choose from its business operations. It has

various assorted colorful helmets designed for various

mindsets of the people.

2.10 DEPARTMENTS OF VEGA AUTO ACESSORIESPvt. LtdVega Auto Accessories basically comprises of the followingdepartments :-

1. Marketing department.

2. Production Design department

3. Human Resource department.

4. Purchase and stores department

5. Research & development department.

6. Finance department

7. Assembly and Quality control department.

8. Packaging and dispatching department.

2.11 Marketing Department:

Marketing department performs the functions like

promoting the products at various media sources, receiving

the orders (Online) and dispatching the goods at the right



time as per requirements of the customers. The department

is headed by Mr. Giridhari P. Chandak. Marketing department

has well qualified Assistance & Sales force employees who

assess the requirements of customer, and accordingly

provide needed service to customer The organization

structure for “Marketing Department” is shown as:

Fig 2.5ffffi

Fig 2.5

The company has participated in various exhibitions at

national level, few to mention are:

S.No Exhibition Place Year

1 Vaahan Yatra Bangalor

e

2004

2 The 4th Mumbai Auto Show Mumbai 2004

3 Automotive Computer Manufacturing

Association

New

Delhi

2005

4 Team Rally Day, Goa Goa 2004



5 National Motor – Cross Championship Goa 2004

Table 2.4

2 Production design department:

The production process starts when these

units gets job card which contains the details of the

product such as the Model, Color and the Design of the

helmet.The production process is divided in to three

different units such as-

i) Moulding Unit.

ii) Tailoring Unit.

iii) Assembly Unit.

The functions of the units are portrayed as follows:

i) Moulding Unit:

1. Making Moulds:

2. Making of Helmet shell:

3. Drying:

4. Cutting the shell:



5. Sanding:

6. Lambi:

7. Sanding:

8. Cutting and Designing:

9. L ambi:

10. Sanding:

11. Primer:

12. Polishing:

ii) Tailoring Unit:

Under this division the activities such as making

of helmet belts, stitching, and cushion protection, lining

with superior cotton cloth etc.

1. Gumming:

2. Grinding:

3. Cutting foam:

4. Stitching:

5. Pasting:

iii) Assembly Unit:

Under this department the finished products are assembled.



1. Sanding:

2. Painting:

3. Sticker:

4. Lacquer :

Work-flow model carried out in production

process of helmets


Moulding Line Removing

Cutting &

Filling

Drilling & slot

Primer 1st putty sanding

1st Putty

P V Sanding

Touch up Sanding Final inspecti

on

Painting

Inspection

PackingAssembly

SandingSticker & Logo

Lacquer


Fig 2.6

2 Human Resource Department:

The human resources management at Vega

Auto Accessories is taken care by Human Resources

Department. This department is under HR department has been

secured from Sangita Chandak & Dilip Chandak.

3 Purchase department:



Mr.Giridhar.P.Chandak looks out the activities in the

purchase department, he also manages the tailoring unit of

production process. The various functions performed by the

purchase department are as follows:

i) To keep the record of daily inventory of the raw

materials finished goods and semi-finished goods.

ii) To order required materials if they are reached

the minimum level.

iii) He is responsible to see that the payments are

made to the vendors by the accounts department.

4 Stores Department:

The stores department will be responsible for holding all

the necessary tools, spares, raw materials, brought out

items and equipments required to service the manufacturing

process.

4.1 Functions of the stores department:

i) To maintain up-to-date bin levels of various materials

and brought items so that production activity is not

hampered.

ii) To issue materials to various departments.

iii) To accept or reject the extra material from the

department and make suitable arrangements for their

disposals.



5 Research and Development Department:

This department is managed by one of the director

Mr.Uttam.Chandak . The research and development takes into

consideration the desired needs and demands of the

customers either directly or through the dealers and tries

to design the products to meet the desired objectives it

keeps on updating with the latest trends and on going

fashion in the market. Every two to three months Vega keeps

on introducing helmets with latest design and graphics and

also provides the facility of customization of products as

per the needs of customers.

5.1 Functions of the Research and

Development:

i) To find the new vendor if there is any problem with

the old vendors.

ii) To cancel the dealership if incase the vendors

violate the rules and regulations of the company and

charge high prices on the helmets.

iii) To take precautionary measures for the problems

faced by the production department

iv) To test the quality of the products weather

they meet the prescribed quality standards like

ISI,DOT etc.



6 Finance and Account Department:

6.1 Finance Department:

Mr. Dilip P. Chandak, the managing director, heads the

financial department. All financial affairs related to the

company are dealt with through this department. The

following is the organization chart of Vega’s finance &

account department.

The finance department takes care of all the finance

requirement of all the departments of the organization.

This department maintains a balance between the finance

requirement & profitability of the organization In short

this department sees that organization is financially

sound.

6.2 Accounts Department:

The accounts department at Vega Auto maintains the

accounts of different departments in a systematic manner &

on continues basis.

The department does the following work;

i) Recording and monitoring of all trans

ii) Submit reports like Profit & Loss A/C, Balance

Sheet, etc

iii) Calculating production cost.



7 Assembly and Quality department:

The prominence Vega Auto Accessories Pvt. LTD enjoys

today has been achieved by maintaining the highest quality

standard and the company is committed to stand by it

forever. The company’s vigilant quality control department

keeps a strict check at every stage of manufacturing and

processing of each unit. This independently working work

force has the responsibility to ensure that every product

carries out that in built quality, Vega Auto Accessories

has to promise t its customers, Besides maintaining the

requirements of specific codes and that of the outside

inspection is done in the following ways to ensure total

quality.

i) Self inspection:

The workers in the organization do self inspection of

the products. From their experiences the workers know

which product is defective. The products are thoroughly

inspected for any defects to conform the quality standards.

ii) Third party inspection:

Vega Auto Accessories Pvt. Ltd gets its products inspected

by the third party. The third party from whom

Vega gets the inspection done are approved by the

government like material testing center, chamber of

commerce etc. Table 2.5



8 SWOT Analysis For Vega Auto Accessories Pvt.

Ltd

A SWOT analysis is a tool, used in management and

strategy formulation. It can help to identify the

Strengths, Weaknesses, Opportunities and Threats of a

particular company.

Strengths and weaknesses are internal factors that

create value or destroy value. They can include assets,

skills, or resources that a company has at its disposal,

compared to its competitors. They can be measured using

internal assessments or external benchmarking.

Opportunities and threats are external factors that

create value or destroy value. A company cannot control

them. But they emerge

from either the

competitive dynamics of

the industry/market or from demographic, economic,

political, technical, social, legal or cultural factors

(PEST).

Strengths Weakness1. Vega Helmet has got good

brand image in Indian aswell as in foreign market. 1. Absence of skilled labor.

2. Vegas products are highquality and follows latestunique styles. 2. High labor turnover.


Internal ExternalStrength OpportunityWeakness Threat


3. Effective participation ofmanagement.

3. Less concentration ondomestic market.

4. The company has goodexport capability forforeign markets.

4. No definite selection andrecruitment procedure.

5. Elegant marketing ofproducts through Autoshows, Auto magazine,Hoardings, internet

Table 2.6

Opportunities Threats

1. Good tie-up withmotorcycles manufactures ordealers.

1. The major threat for thecompany is from localmanufactures, who sell thehelmet at half rate whencompared to Vega helmets.

2. Adapt e-marketing techniqueto increase the salesvolume.

2. Government repealing theorder of compulsory helmetwearing.

3. Good tie-up withmotorcycles manufactures ordealers.

3 Foreign companies are tryingto enter the Indian market.

Table 2.7



Vision:

“Our vision is to create brand and to

provide right products to the exacting demands of the

quality conscious customers at a competitive pricing

structure. Vega appreciates commitment for teamwork,

continuous improvement, and developing mutually beneficial

relationship with the customer”

Mission:

Our mission is “customer satisfaction”

through continuous efforts on always finding better ways to

do things and protect the interests of our customers by

selling exclusively to the both industrial and two-wheelers

users. We appreciate the opportunity to earn our customers

safety by providing quality products recognized by Bureau

of Indian Standards (ISI).

9 ”Customer’s Satisfaction and Loyalty towardsVega”

Customer loyalty provides the foundation of acompany’s sustained competitive edge. Developing andincreasing loyalty is a crucial factor in companygrowth and performance. What a customer perceives,affects their judgment and later customer satisfactionand customer loyalty. It is an industry-wide beliefthat the best core marketing strategy for the futureis to try to retain existing customer by increasingcustomer loyalty and value. This study to examine what



consumer of Helmet believes are the main satisfactionvariables and why they remain loyal

10 Need for the study Helmet Industry in India is growing atrate of 24% annually (2008 – 09). The demand for twowheelers has directly influenced the demand for helmets,other reasons being the safety regulations followed by HighCourts for compulsory usage in many states across thecountry.

11 At Vega, the Marketing Department wants to know, 1. What customers think about Vega vis-à-vis its

competitors?

2. What is the need of the consumer in Vega Helmet?

3. What all consumers expecting from Vega Helmet?

CHAPTER 3

OVERVIEW OF SUBJECT

3.1 INTRODUCTION TO THE TOPIC

Customer satisfaction is a prerequisite to establishing

loyalty. Although satisfied customers are still at risk of

being wooed away by a competitor, they will believe a

business offers a reasonable product or service and, if

asked, offer a positive assessment.



The first element of customer satisfaction is a perfect

product, designed to be as defect-free as possible, and

supported by a supply of staff and provisions that can

maintain perfection in the face of absenteeism, service

issues, and other foreseeable boundaries.

Second, the product must be delivered by caring people. For

example, a customer might experience the perfection of an

on-time, comfortable flight, but a curt and impolite ticket

agent may adversely affect that person’s satisfaction.

Third, the perfect product must also be delivered in a

timely fashion, especially as the definition of “on-time”

is getting shorter and shorter. If a service takes longer

than the time anticipated, the provider should communicate

this ahead of time so customers can reset their

expectations.

The final element of customer satisfaction is an effective

problem resolution process. A breakdown in service or

product quality can lead to an emotional moment that can

make or break the relationship with a customer.

Although avoiding such problems is the ideal, an effective

recovery can restore and even strengthen a customer’s

confidence in a business’s capabilities.



3.2 Definition of Customer Satisfaction and

Customer LoyaltyCustomer Satisfaction is the result of a process. It is a

measurement or indicator of the degree to which customers

or users of an organization’s products or services are

pleased with those products or services. It is a comparison

of expectations versus perception of experience.

Customer Loyalty relates to a relationship between a

company and a customer. It includes behaviors (a.k.a.

Customer Retention) where customers make repeat purchases

of their current brand, rather than choosing a competitor

brand instead. It includes attitudes where a customer’s

judgments and feelings about a product, service,

relationship, brand, or company are associated with repeat

purchases.

3.3 Why is customer satisfaction and

customer loyalty important?According to the Balanced Scorecard Institute, “Recent

management philosophy has shown an increasing realization

of the importance of customer focus and customer

satisfaction in any business. These are leading indicators:



if customers are not satisfied, they will eventually find

other suppliers that will meet their needs. Poor

performance from this [customer satisfaction] perspective

is thus a leading indicator of future decline, even though

the current financial picture may look good”q

3.4 How do you measure customer satisfaction

and customer loyalty? The best way to measure customer satisfaction is by

receiving direct and unfiltered feedback from customers.

Direct customer feedback includes:

i) Customer Satisfaction and customer loyalty score

(customer provides a score from 0 to 10

ii) “Would you recommend company xyz to a friend or

colleague? There is a growing body of research that

suggests this one question is the most important single

question to measure customer satisfaction and customer

loyalty.

iii) Customer planned and actual spending behavior.

3.5 Objectives of the researchThe research objective is a statement, in as precise

terminology as possible, of what information is needed. The

research objective should be framed so that obtaining the

information will ensure that the research purpose is

satisfied.



Research objective have three components.

3.6 Research question:

The research question specifies the information to select

the service centre decision making needs. The

responsibility of the researcher is to make the researcher

question as specific and precise as possible. The

researcher question asks what specific information is

required to achieve the research purpose, or answer the

research problem. If the research questions are answered by

the research, then the information should aid the decision

maker.

3.7 Important points to be considered While

preparing a survey questionnaire

Creating a survey questionnaire that will deliver

effective marketing research data collection is a difficult

process with many opportunities for making some of the more

common market research errors. Many less experienced market

researchers may believe that creating a questionnaire is

simply the act of coming up with questions and putting a

pen to paper, but that is dangerous assumption.

Creating a questionnaire requires as much science as

art, and incorporating those two elements into a high-

quality survey that will draw a good response rates while

effectively collecting accurate data often takes time and



experience. When creating a survey questionnaire, there are

basic types of scale questions to have in your tool box.

They are:

i) Nominal — when numbers are used to identify

objects, such as social security number, license

numbers or daily customers. In this case, the number

acts mostly as a data tag, typically for

identification.

ii) Ordinal — when numbers are used to indicate therelative position, but not indicate the magnitude of

the difference between those positions. An example

of this would be rankings in which items are listed

by priority, say first through fifth, or competitive

events where the quantifiable difference in

perception between #1 and #2 is unknown.

iii) Interval — when a rating scale is used and thezero point is arbitrary. An example of this is

satisfaction scores (satisfaction of 3 on a scale of

1 to 5) as well as most other attitude and opinion

questions, regardless of the scale used (3, 5, or 10

point). Unlike ordinal, the difference between each

data point is fixed.



CHAPTER 4

LITERATURE SURVEY

Book Title : Marketing Management

Author Name: Abraham Koshy, Mithileshwar



Content : 1) Understanding Marketing Management

2)Capturing Marketing Insights

3) Connecting with Customers

4)Building strong Brands

Book Title : Marketing Management

Author Name: V S Ramaswamy

Content : 1) Understanding Marketing Process2) Indian Marketing Enviroment

3) Developing Marketing Stratergy

4) Analysing Consumers and Selecting

Markets



CHAPTER 5

Approach

5.1 Research design The objective of the study has been achieved by

using both Primary and Secondary Data’s. The data’sobtained for the study was primarily from fieldinvestigation carried out among the helmet user/ nonuser.

5.2 Data collection Method

i) Primary Data Questionnaires are filled by therespective customers in order to collect informationrelated to the topic. The questionnaires so designed forthis purpose were structured.

ii) Secondary Data Secondary data was collected throughcompany websites and records. And also have referred someauto magazines.

5.3 Sampling Sample design is a definite plan forobtaining a sample from a given population. It refers tothe technique or the procedure the researcher would adoptin selecting items for samples.

Samples are studied for the populationwho are the customers of Vega Accessories Pvt. Ltd.Research design is needed because it facilitates the smooth



railing of the various research operations thereby makingresearch as effective as possible yielding maximalinformation with minimal expenditure of effort, time andmoney.

Sample The sample size of the research is 100respondents.

CHAPTER 6

Data Analysis and Interpretations

“The customer Perception, Satisfaction &

Loyalty towards Vega Helmets “



GENDER:

Gender

Frequency PercentValidPercent

CumulativePercent

Valid Male 66 66.0 66.0 66.0Female 34 34.0 34.0 100.0Total 100 100.0 100.0

Table 7.1

Fig 7.1



Occupation


CumulativePercent

Valid Student 30 30.0 30.0 30.0Employee 49 49.0 49.0 79.0Businessmen 19 19.0 19.0 98.0Housewife 2 2.0 2.0 100.0Total 100 100.0 100.0

Table 7.2

Fig 7.2



1) You use your Helmet while riding vehicle ?

1.Do you use Helmet while riding vehicle ?


CumulativePercent

Valid Yes 77 77.0 77.0 77.0No 23 23.0 23.0 100.0Total 100 100.0 100.0

Table 7.3

Fig 7.3Interpretation:The above table shows that 77% of the respondents use theHelmet while riding on vehicle. On the other hand 23% ofthe respondents don’t use the helmet while riding onvehicle.



Majority of the respondents uses theHelmet while riding on vehicle.

(All respondents’ responses are taken into consideration)

1. Do you use VEGA HELMET ?

2.Do you use VEGA HELMET ?


CumulativePercent

Valid Yes 59 59.0 59.0 59.0No 18 18.0 18.0 77.0Don't wearhelmet.

23 23.0 23.0 100.0

Total 100 100.0 100.0

Table 7.4



Fig 7.4Interpretation

The above table shows that 75% of therespondents use the VEGA HELMETS. On the other hand 25% ofthe respondents use the other company Helmets.

(All helmet users’ responses are taken intoconsideration)

3. How long have you been a customer of VEGA HELMET ?



3.How long have you been a customer of VEGA HELMET ?


CumulativePercent

Valid From last 6 months 17 17.0 22.1 22.1From last 12 months 10 10.0 13.0 35.1From last 18 months 19 19.0 24.7 59.7From last 24 months 5 5.0 6.5 66.2More than abovemonths

5 5.0 6.5 72.7

Not filled 21 21.0 27.3 100.0Total 77 77.0 100.0

Missing System 23 23.0Total 100 100.0

Table 7.5

Fig 7.5

Interpretation

The above table shows that 22.1 %respondents use Vega helmet from last 6 months. Next 13%says from last 18 months. Next 24.7 % says from last 12



months. Next 6.5 % says from last 24 months. And final 6.5%says last more than 24 months.

(Only Vega helmet user’s responses are taken intoconsideration)

4. What type of helmet you use ?


CumulativePercent

Valid Full face 60 60.0 60.0 60.0

Open face 15 15.0 15.0 75.0

others 25 25.0 25.0 100.0

Total 100 100.0 100.0

Table 7.6

Fig 7.6

Interpretation



The above table shows that 60 % ofthe respondents use the full-face Helmets. Next 15 % usethe open-face Helmets. And final 25% use the other type ofHelmets.

Majority of the respondents use the full-face Helmet.

(All helmet users’ responses are taken into consideration)

5. Would you purchase VEGA HELMET again ?

5.Would you like to purchase VEGA HELMET again ?


CumulativePercent

Valid Definitely

55 55.0 71.4 71.4

probably 20 20.0 26.0 97.4Not sure 2 2.0 2.6 100.0Total 77 77.0 100.0


Table 7.7



Fig 7.7

Interpretation

The above table shows that 71.4% ofrespondents definitely purchase Vega helmets again. Next26% probably purchase again. Next 2.6 % are not sure aboutpurchase.

Majority of the respondents want to purchase Vega Helmetsagain.


6. Would you recommend your friends to purchase VEGAHELMET ?

6.Would you recommend your friends to purchase VEGA HELMET ?


CumulativePercent

Valid Definitely

39 39.0 50.6 50.6

Probably 28 28.0 36.4 87.0Not sure 10 10.0 13.0 100.0Total 77 77.0 100.0


Table 7.8



Fig 7.8

Interpretation

The above table shows that 50.6% ofrespondents definitely recommend purchasing Vega Helmet totheir friends. 36.4 % probably recommend. 13 % respondentnot sure.

(Only Vega helmet user’s responses are taken intoconsideration while coming to this particular conclusion)



7.1) How satisfied you are with the followingcharacteristics of VEGA HELMET?

7.1.How satisfied are you with the following Characteristics of VEGAHELMET? price.


CumulativePercent

Valid Very satisfied 27 27.0 35.1 35.1Satisfied 43 43.0 55.8 90.9Neither Satisfiednor dissatisfied

7 7.0 9.1 100.0

Total 77 77.0 100.0Missing System 23 23.0Total 100 100.0

Table 7.9

Fig 7.9

Interpretation



The above table shows that 35.1 %respondents are Very satisfied with the followingcharacteristics of Vega Helmet. 55.8 % of the respondentsare satisfied with the following characteristics of theVega Helmet. 9.1% are Neither satisfied nor dissatisfiedwith the characteristics of the Vega Helmet.


7.2)7.2.How satisfied are you with the following Characteristics of VEGA HELMET?color and design


CumulativePercent

Valid Very satisfied 39 39.0 50.6 50.6Satisfied 34 34.0 44.2 94.8Neither Satisfied nordissatisfied

4 4.0 5.2 100.0


Table 7.10



Fig 7.10

Interpretation

The above table shows that 50.6 % respondents are Verysatisfied with the following characteristics of VegaHelmet. 44.2 % of the respondents are satisfied with thefollowing characteristics of the Vega Helmet. 5.2% areNeither satisfied nor dissatisfied with the characteristicsof the Vega Helmet.




7.3)7.3.How satisfied are you with the following Characteristics of VEGA HELMET?purchase experience


CumulativePercent


3 3.0 3.9 100.0


Table 7.11


The above table shows that 53.2 %respondents are Very satisfied with the followingcharacteristics of Vega Helmet. 42.9 % of the respondentsare satisfied with the following characteristics of theVega Helmet. 3.9% are Neither satisfied nor dissatisfiedwith the characteristics of the Vega Helmet.




7.4)

7.4.How satisfied are you with the following Characteristics of VEGA HELMET?usage experience


CumulativePercent


3 3.0 3.9 97.4

Dissatisfied 2 2.0 2.6 100.0Total 77 77.0 100.0


Table 7.15

Interpretation

The above table shows that 22.1 %respondents are Very satisfied with the followingcharacteristics of Vega Helmet. 71.4% of the respondentsare satisfied with the following characteristics of theVega Helmet. 3.9% are Neither satisfied nor dissatisfiedwith the characteristics of the Vega Helmet. Next 2.6% aredissatisfied with the characteristics of Vega Helmet.


7.5)



7.5.How satisfied are you with the following Characteristics of VEGA HELMET?safety and comfort


CumulativePercent


4 4.0 5.2 97.4



Table 7.16


The above table shows that 61%respondents are Very satisfied with the followingcharacteristics of Vega Helmet. 31.2 % of the respondentsare satisfied with the following characteristics of theVega Helmet. 5.2% are Neither satisfied nor dissatisfiedwith the characteristics of the Vega Helmet. Next 2.6% aredissatisfied with the characteristics of Vega Helmet.



7.6)

7.6.How satisfied are you with the following Characteristics of VEGA HELMET?service after sales


CumulativePercent


9 9.0 11.7 98.7



Table 7.17

Fig 7.17

Interpretation

The above table shows that 29.9 %respondents are Very satisfied with the followingcharacteristics of Vega Helmet. 57.1 % of the respondentsSAHE Institute of Management Studies 54


are satisfied with the following characteristics of theVega Helmet. 11.7% are Neither satisfied nor dissatisfiedwith the characteristics of the Vega Helmet. Next 1.3% aredissatisfied with the characteristics of Vega Helmet


8.1) How important are the following characters whilepurchasing helmet?

8.1How important are the following characters while purchasingHelmets ?Price.


CumulativePercent

Valid Veryimportant

37 37.0 48.1 48.1

Important 16 16.0 20.8 68.8Neutral 24 24.0 31.2 100.0Total 77 77.0 100.0


Table 7.18



Fig 7.18

Interpretation

The above table show that 48.1 %respondents are gives very importance for followingcharacteristics while purchasing helmet. 20.8 % of therespondent are think important. 31.2% of the respondentsare think neutral.


8.2)



8.2How important are the following characters while purchasingHelmets ?Color & design


CumulativePercent

Valid Veryimportant

41 41.0 53.2 53.2



Table 7.19

Fig 7.19

Interpretation

The above table show that 53.2 %respondents are gives very importance for followingcharacteristics while purchasing helmet. 29.9 % of therespondent are think important. 16.9% of the respondentsare think neutral.




8.3)

8.3How important are the following characters while purchasingHelmets ?Safety & comfort


CumulativePercent

Valid Veryimportant

32 32.0 41.6 41.6



Table 7.20

Fig 7.20

Interpretation

The above table show that 41.6 %respondents are gives very importance for followingcharacteristics while purchasing helmet. 50.6 % of the



respondent are think important. 7.8 % of the respondentsare think neutral.


8.4)

8.4How important are the following characters while purchasingHelmets ?Service after purchase


CumulativePercent

Valid Veryimportant

33 33.0 42.9 42.9



Table 7.21

Fig 7.21

Interpretation



The above table show that 42.9 %respondents are gives very importance for followingcharacteristics while purchasing helmet. 48.1 % of therespondent are think important. 9.1% of the respondents arethink neutral.


9. How satisfied you are with your Helmet?

9.How satisfied you are with your Helmet?


CumulativePercent

Valid Verysatisfied

40 40.0 51.9 51.9

Satisfied 24 24.0 31.2 83.1Neutral 13 13.0 16.9 100.0Total 77 77.0 100.0


Table 7.12




The above table shows that 51.9 %respondents are very satisfied with there helmet. 31.2% aresatisfied with helmet. 16.9% are neutral with their helmet.Next 5% are dissatisfied with their helmet.




10. Please rate your level of agreements with thefollowing statements ?

10.1Please rate your level of agreements with the followingstatements ?Over the past years my loyalty increased towardscompany


CumulativePercent

Valid 1 7 7.0 9.1 9.12 5 5.0 6.5 15.63 21 21.0 27.3 42.94 34 34.0 44.2 87.05 10 10.0 13.0 100.0Total 77 77.0 100.0


Table 7.23

Fig 7.23

Interpretation

The above table shows that 9.1%of therespondents says completely agree.6.5% of the respondentssays agree.27.3% of the respondents says neutral.44.2% ofSAHE Institute of Management Studies 63


the respondents says disagree.13%of the respondents saysthey disagree.




10.2)10.2Please rate your level of agreements with the followingstatements ?b.I believe the company VEGA Auto Accessories PvtLTD deserves my loyalty


CumulativePercent

Valid 1 7 7.0 9.1 9.12 7 7.0 9.1 18.23 28 28.0 36.4 54.54 20 20.0 26.0 80.55 15 15.0 19.5 100.0Total 77 77.0 100.0


Table 7.24


The above table shows that 9.1%of therespondents says completely agree.9.1% of the respondentssays agree.36.4% of the respondents says neutral.26% of the



respondents says disagree.19.5%of the respondents says theydisagree.




11) What specifically are you satisfied or dissatisfiedwith your Vega Helmet?

Reasons for satisfaction of respondent with VegaHelmet are

i) Quality

ii) Safety

iii) Comfort

iv) Varity of Product

v) Keeping customer fully informed

Interpretation:

Various reasons are given by thecustomers for the satisfaction like quality of the helmet,safety, comfort while using it, availability of huge randof products and keeping customer fully informed about itsnew products etc

Reasons for the dissatisfaction of respondents withVega Helmet are

i) No company showrooms

ii) Lack of advertisements

iii) Price

Interpretation:

Various reasons are given by customersfor dissatisfaction like no company showrooms, lack ofSAHE Institute of Management Studies 67


advertisements, price etc. The company need more focusedapproach for satisfying the customers.


12) Do you think Helmet should make compulsory?

12.Do you think that Helmet should make compulsory ?


CumulativePercent

Valid Yes 75 75.0 75.0 75.0No 25 25.0 25.0 100.0Total 100 100.0 100.0

Table 7.25



Fig 7.25

Interpretation

The above table shows that 75 %respondents are in the favor that helmet should madecompulsory. On the other hand 25 % respondents are not inthe favor.

(All respondents’ responses are taken into consideration)

CHAPTER 7

RESEARCH FINDINGS & SUGGESTIONS



Findings

i) 77% of the respondents use the Helmet while riding onvehicle. On the other hand 23% of the respondentsdon’t use the helmet while riding on vehicle.

ii) 59% of the respondents use the VEGA HELMETS. Onthe other hand 18% of the respondents use the othercompany Helmets.

iii) 60 % of the respondents use the full-faceHelmets. Next 15 % use the open-face Helmets. Andfinal 25% use the other type of Helmets.

iv) 71.4% of respondents definitely purchase Vegahelmets again. Next 26% probably purchase again. Next2.6 % are not sure about purchase.

v) 50.6% of respondents definitely recommend purchasingVega Helmet to their friends. 36.4 % probablyrecommend. 13% respondent not sure.

vi) 35.1 % respondents are Very satisfied with thefollowing characteristics of Vega Helmet (price). 55.8% of the respondents are satisfied with the followingcharacteristics of the Vega Helmet. 9.1% are Neithersatisfied nor dissatisfied with the characteristics ofthe Vega Helmet.

vii) 50.6 % respondents are Very satisfied with thefollowing characteristics of Vega Helmet(color anddesign). 44.2 % of the respondents are satisfied withthe following characteristics of the Vega Helmet. 5.2%are Neither satisfied nor dissatisfied with thecharacteristics of the Vega Helmet.

viii) 53.2 % respondents are Very satisfied with thefollowing characteristics of Vega Helmet(purchaseexperience). 42.9% of the respondents are satisfied with



the following characteristics of the Vega Helmet. 3.9%are Neither satisfied nor dissatisfied with thecharacteristics of the Vega Helmet.

ix) 22.1 % respondents are Very satisfied with thefollowing characteristics of Vega Helmet(usageexperience). 71.4% of the respondents are satisfied withthe following characteristics of the Vega Helmet. 3.9%are Neither satisfied nor dissatisfied with thecharacteristics of the Vega Helmet. Next 2.6% aredissatisfied with the characteristics of Vega Helmet.

x) 61% respondents are Very satisfied with the followingcharacteristics of Vega Helmet(safety and comfort). 31.2 %of the respondents are satisfied with the followingcharacteristics of the Vega Helmet. 5.2% are Neithersatisfied nor dissatisfied with the characteristics ofthe Vega Helmet. Next 2.6% are dissatisfied with thecharacteristics of Vega Helmet.

xii)29.9 % respondents are Very satisfied with thefollowing characteristics of Vega Helmet(service after sales).57.1 % of the respondents are satisfied with thefollowing characteristics of the Vega Helmet. 11.7% areNeither satisfied nor dissatisfied with thecharacteristics of the Vega Helmet. Next 1.3% aredissatisfied with the characteristics of Vega Helmet

xi) 48.1 % respondents are gives very importance forfollowing characteristics while purchasinghelmet(Price). 20.8 % of the respondent are thinkimportant. 31.2% of the respondents are think neutral.

xii) 53.2 % respondents gives very importance forfollowing characteristics while purchasing helmet(Color &design). 29.9 % of the respondent are think important.16.9% of the respondents are think neutral.



xiv) 41.6 % respondents are gives very importance forfollowing characteristics while purchasinghelmet(Safety & comfort). 50.6% of the respondent arethink important. 7.8 % of the respondents are thinkneutral.

xv) 42.9 % respondents are gives very importance forfollowing characteristics while purchasinghelmet(Service after purchase). 48.1 % of the respondentare think important. 9.1% of the respondents arethink neutral.

xvi) Over the past years my loyalty increased towardscompany, 9.1%of the respondents says completelyagree.6.5% of the respondents says agree.27.3% ofthe respondents says neutral.44.2% of therespondents says disagree.13%of the respondents saysthey disagree

xvii) 75 % respondents are in the favor that helmetshould made compulsory. On the other hand 25 %respondents are not in the favor.

CHAPTER 8



RECOMMENDATION AND CONCLUSION

8.1 Recommendation:

i) Create awareness regarding usage of helmet for asafety rides.

ii) Provide Customer service and Go the extra distanceand meet customer needs.

iii) Customers remember being treated well for which thestaff must be trained for the same.

iv) Provide training to the employee in the manner thatyou want them to interact with customers.

v) Empower employees to make a decisions which willbenefits the customer as well as organization .

vi) Provide Incentives to the customers through whichcustomers find the reason to return to yourbrand(vega).

vii) Being Flexible helps to solve customer problem orcomplaints to the best of your ability.

8.2 Conclusions:

The primary purpose of this research was to

investigate the factors that influence customer



satisfaction and customer loyalty in Indian helmet market.

The factors with a significance on customer satisfaction

are quality, design, color and handiness. The factors with

significant impact on customer loyalty are service after

sales, quality and promotion.

The study was conducted in Belgaum. This may inhibit

the generalizability of the findings, yet it is a

sufficient indicator of satisfaction and loyalty variables.

CHAPTER 9

SCOPE FOR FURTHER RESEACH STUDY

It is necessary to look into the new technology onmanufacturing of efficient and large number of helmets.There is a constant steam of light weight and new type ofhelmets being introduced for consumers. This includes gooddesign, ventilation and comfort. Further study is requiredto note the impact of such additions on customerperception, satisfaction and loyalty.



CHAPTER 10

BIBLIOGRAPHY

Reference books:

i) AbrahamKoshy, Mithileshwar- MarketingManagement.

ii) V S Ramswamy



Websites:

i) www.vegahelmets.com

ii) www.marketing teacher.com

iii) www.scribed.com

AnnexureA word about yourself

Name:

Occupation:



“Customer Satisfaction towards Vega AutoAccessories PVT LTD”

1. You use your Helmet while riding vehicle ?

Yes No

2. Do you use VEGA HELMET ?

Yes No

3. How long have you been a customer of VEGA HELMET ?

From last 6 months From last 18months

From last 12 moths From last24 months

More than above months

4. What type of helmet you use ?

Full-faceOpen-face

Off-roadOther

5. Would you purchase VEGA HELMET again ?

Definitely ProbablyNot sure

Probably not Definitely not



6. Would you recommend your friends to purchase VEGAHELMET ?

Definitely ProbablyNot sure

Probably not Definitely not

7. How satisfied are you with the followingCharacteristics of VEGA HELMET?

FeatureVerysatisfied

Satisfied

NeitherSatisfiednordissatisfied

Dissatisfied

Verydissatisfied

Price Color &DesignPurchaseexperienceUsageexperienceSafety &ComfortServiceaftersales

8. How important are the following characters while purchasingHelmets ?

FeatureVeryimportant

Important

Neutral

LessImportant

Not at allImportant

Price &Quality



Color &designSafety &comfortServiceafterpurchase

9. How satisfied you are with your Helmet?

Very satisfied SatisfiedNeutral

Dissatisfied Verydissatisfied



10. Please rate your level of agreements with thefollowing statements ?

(Scale is with 1-5, 5 being completely agree and 1 beingcompletely disagree)

1 2 3 4 5a Over the past years my loyalty increased towards

companyb I believe the company VEGA Auto Accessories Pvt

LTD deserves my loyalty

11. What specially are you satisfied or dissatisfied withyour Vega Helmet ? ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________12. Do you think that Helmet should make compulsory ?

Yes No

13. Any suggestion from you to improve the product ?

___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________



Thank you for your kind cooperation !!!


Dinesh Final project Report 2012

Documents

Transcript of Dinesh Final project Report 2012