1. CHAPTER 1
1

2. INTRODUCTION
2

3. INTRODUCTION
A STUDY ON CUSTOMER SATISFACTION OF PEEKAY STEEL ROLLING MILL Pvt.
Ltd., is conducted as a project of the part of MBA course.
Marketing is the process by which companies determine what products or services may be of
interest to customers, and the strategy to use in sales, communication and business
development. It generates the strategy of that underlies sales technique business
communication and business development it can also be defined as an organizational
functions and a set of process for creating, communicating and delivering value to customers
and for managing customer relation in ways that benefit the organization.
The success of marketing depends on how customers take the products, so customers are the
key people in marketing. Marketing take meeting customers needs profitably. So the
customers satisfaction is an important part in overall organizational growth.
A business ideally seeking feedback to improve customers satisfaction. Customer satisfaction
provides a leading indicator of consumer purchase and loyalty. Although sales or market
share can indicate how well a firm is performing currently. Satisfaction is perhaps the best
indicator of how likely it is that the firms customers will further purchases in future.
Customer satisfaction, a term frequently used in marketing is a measure of how product and
services supplied by a company to meet or surpass customers 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 exceeds specified satisfaction
goals.
In older days customers are treated as the king of the market how the trend is changed.
Nowadays days the customers are treated as god. A customer satisfaction is measure at the
individual level but it is almost always reported as aggregate level. Satisfaction depends on a
number of both psychological and physical variables, which correlate with satisfaction
behavior such as return and recommend rate.
3

4. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction vary from person to person and product to product. The state of
customer satisfaction is seen as a key performance indicator within business and is a part of
the four a balanced score card. In a competitive market place where business competes 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 focuses
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
business to effectively manage customer satisfaction.
In researching satisfaction, firms generally asks customer whether their products or service as
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.
The usual measure of customer satisfaction involve a survey with a set of statement using
likert technique scale. The customer is asked to evaluate each statement and in term of
performance of the organization being measured.
The prime importance of customer satisfaction is, it costs between 5 and 6 times more attract
a new customer than to keep an existing one. The importance customer satisfaction cannot be
dismissed because the happy customers are like free advertisement. Customer satisfaction
survey provides benefits for business of every size. It can assist business decisions makers in
developing strategies to achieve the all important goals of gaining and retaining customers.
4

5. INDUSTRY PROFILE
5

6. INDUSTRY PROFILE
About steel
Steel is an alloy that consists mostly of iron and has a carbon content between 0.2% and
2.1% by weight, depending on the grade. Carbon is the most common alloying material for
iron, but various other alloying elements are used such as manganes, chromium, vanadium
and tungsten. Varying the amount of alloying elements and form of their presence in the steel
controls qualities such as the hardness, ductility and tensile strength of the resulting steel.
Steel with increased carbon content can be made harder and stronger than iron, but such steel
is also less ductile than iron. Steel metal alloy that is composed principally of iron and
carbon.
Steel n the world and steel industry in the world has been rapidly increasing. Steel
industry in India has been largely benefited by strong world demand as well as domestic
demand. India is among the top producers of all forms of steels in the world. Easy availability
of low cost of manpower and presence of abundant reserves make India competitive. Steel
industry in India is undergoing a major boom.
Steel industry in India s on an upswing because of the strong global and domestic demand.
India‟s rapid economic growth and sourcing demand by sectors like infrastructure, real estate,
auto mobiles, at home and abroad, has put Indian steel industry on the global map.
According to the latest report by international iron and steel institute, india is the 7th
largest steel producer in the world. The origin of the modern indian steel industry can be
traced back to 1953 when a contract for the construction of an integrated steel works in
Rourkela.
Although India has modernized its steel making considerably, how ever ,nearly 6% of
its crude steel is still produced using the out dated open –hearth process. Labour productivity
in India is still very low. According to a estimate crude steel output at the biggest Indian steel
6

7. maker is roughly 144 tonnes per worker per year, where as in western Europe the figure is
around 600 tonnes. Steel production in India is also hampered by power shortagers. India is
deficient in raw materials required by the steel industry.
Strength of Indian steel industry
Low labour wage rates
Abundance of quality
Manpower
Mature production base
Positive stimuli from construction industry
Booming automobile industry
Steel demand in India rose more than 8% in 2009, buoyed by the governments
focus on infrastructure and revival in the automobile and consumer goods sector of Asia‟s
third-largest economy. About half of India‟s steel industry comprises a large numbers of
makers of higher-end re-rolled steel with lessthan one million tonnes of capacity each. Indian
steel producing capacity is likely to touch 120.62 million tonnes by 2011/12 according to the
federal steel ministry.
Growth of steel industry
Global steel production grew enormously in the 20th century from a mere 2 8 million
tonnes at the beginning of the century to 781 million tonnes at the end. Bethlehem steel in
Bethlehem, Pennsylvania was one of the world‟s largest manufacture of steel. Over the
course of the 20th century, production of crude steel has risen at an astounding rate, now fast
approaching a production level of 800 million tonnes per year. Today, it is difficult to image
in a world without steel.
Steel consumption increases, when economies are growing, as governments invest in
infrastructure & transport, and build new factories and houses. Economic recession meets
with a dip in steel production as such investments faster.
Towards the end of the last century growth of steel production was in the developing
countries such as China, Brazil and India. Globally, the steel industry became a billion tonne
grow will depend primarily on how much more steel is consumed in the developing
countries.
7

8. In 2010 , total world crude steel production was 1413.6 million metric tonnes the
biggest steel producing country s china. The global steel industry has been gong through may
or changes in 1970. China has emerged as a major producer and consumer as has India to a
lesser extent. The volume of steel consumed has been the barometer for measuring
development and economic progress. Whether it is construction or industrial goods.
8

9. COMPANY PROFILE
9

10. COMPANY PROFILE
Peekay Steel Castings (P) Ltd, established in 1991, is a modern state-of-the-art foundry
located at Calicut (Kozhikode) in Kerala on the western coast of South India, manufacturing
high quality steel castings made of Carbon steel, Alloy steel, Stainless steel, Duplex steel,
Nickel base alloys etc. in various sizes and weights up to 11000 Kg per piece for the
petrochemical industry, power supply, earth moving, transportation and other engineering
industries. The annual production capacity is 5000 MT. This capacity is being enhanced to
7200 MT/annum from April 2008 onwards.
Peekay Steel Castings (P) Ltd is the flag ship company of Peekay group which plays a vital
role in the industrial development of Kerala. The company was incorporated with the
Registrar of Companies, Kerala as a private limited company on 09.04.1991.
Peekay Group was established in the year 1942 by Haji P.K.Moidu, a legend of his own time
for his uncommon vision. The strong foundation laid down by his extraordinary business
acumen and uncompromising integrity has given the group a strong set of values and
fundamentals. After the blazing success for the past 65 years, the group has held those values
closer than ever and has focused more on its business objectives surpassing conventional
paradigms and setting new benchmarks.
Today, under the leadership of Mr.P.K.Ahammed, the company has become one of the
most respected Indian family business houses with an annual turnover exceeding 120 Million
US Dollars. The group's strong vision has given it the right direction and ever increasing urge
to grow. Peekay group plays a vital role in the industrial development of Kerala and its
activities include steel, flour mills, real estate, construction, plantations, education, health
care, charitable institution etc,.
PEEKAY GROUPS
M/s. Peekay Steel Castings Pvt. Ltd., Calicut
M/s. Peekay Steel Castings Pvt. Ltd., Coimbatore
M/s. Peekay Rolling Mills Pvt. Ltd., Calicut
M/s. Janatha Steel Mills Pvt. Ltd., Calicut
M/s. Ahammed Roller Flour Mills Pvt. Ltd., Calicut
M/s. Pondy Roller Flour Mills Pvt. Ltd., Mahe
M/s. Peekay Roller Flour Mills, Calicut
M/s. Peekay Overseas Ventures, Calicut
10

11. M/s. P.K.Ahammed& Co, Calicut
M/s. Nellikot Traders, Calicut
M/s. Peekay Constructions, Calicut
M/s. Peekay Estates, Thamarassery.
VISION
To be an engineering conglomerate and lead Peekay to new horizons, expanding and
diversifying to new industries and cutting edge technologies. A one stop supplier to all the
major OEM‟s globally in terms of ready to assemble machined castings, forging and
fabrications requirements globally.
MISSION
To produce 13200 Tons of Steel Castings in the financial year 2008-09.To serve the
customers, with wide range of requirements starting from 0.5kg to 12 Tons single casting
from our different plants in different locations.
QUALITY POLICY
Peekay Steel Castings shall consistently and diligently manufacture products exceeding the
expectations of the customers, to remain a market leader by excellence in total quality
performance. It commits to continuously improving its processes, personnel and system
towards meeting customer satisfaction.
BOARD OF DIRECTORS
Chairman - Mr. P .K. Ahanmmed
Managing Director - Mr.KE.Moidu
Joint Managing Director - Mr.K.E.Shanavaz
MAJOR CUSTOMERS
➢ ARI - Armaturen Albert Richter GmbH & Co. KG,Germany
11

12. ➢ Cardwell Westinghouse, USA
➢ Control Component Inc., USA
➢ Dresser ProduitsIndustriels, France
➢ General Electric Company, USA
➢Koso Fluid & Controls Pvt. Ltd.,
➢Leser GMBH & CO.KG, Germany
➢Malbranque S.A., France
➢Mokveld Valves, BV
➢ Nordstrom AudcoInc, USA (Flowserve)
➢ Severn Glocon Ltd., UK
➢ SPX Process Equipment, USA
➢TermomecannicaPompe, Italy
➢ Advance Valves, Faridabad
➢ Alstom Projects India Ltd, Baroda
➢Audco India Ltd, Chennai
➢ Bharat Heavy Electricals Ltd, Tiruchirappalli
➢ Dresser Valve, India
➢Koso Fluid & Controls Pvt. Ltd.,
➢ Fisher - XomoxSanmarLimited , Chennai
➢FlowServe India Controls Private Limited, Bangalore
➢ Instrumentation Limited, Palakkad
➢ Kent-Introl Pvt. Ltd., Nashik
➢ KSB, Coimbatore
➢ MIL Controls Limited, Thrissur
CERTIFICATION
➢ ISO 9001-2000 By TUV Germany has been certified since 2000.
12

13. ➢ AD 2000-Merkblatt W 0 By TUV Germany Company has been certified since 2000.
➢ Certificate of Quality system for material manufacture according to directive 97/23/EG By
TUV Germany.
➢ Well Known Foundry certification under Boiler Regulations 1950 for castings upto 12000
Kg/Piece.
➢ Approval of manufacturer Certificate by DNV (Det Norske Veritas).
➢ Manufactures Capability Certificate (MCC) by Germanischer Lloyd Germany
➢ Foundry Approval by BV Marine.
➢ Approval from Lloyd‟s Register Asia.
➢ Supplier Qualification Certificate from Emerson
MAJOR COMPETITORS
Minar TMT steel
Tata TMT steel
Kairali TMT steel
Prince TMT steel
Kalliyath TMT steel
Scot TMT steel
Bharath steel
Parisons steel
Beepatch steel
13

14. RESEARCH METHODOLOGY
Research methodology is a detail description about how the study was carried out. It
is an important part of a report. It includes the basic design of the study, the nature of the
sample, the data collection techniques, and statistical tool for analysis.
A research design is the plan, structure and strategy of investigation
conceived so as to obtain answers to research questions and to control variance. It denotes the
sources and types of information relevant to the research problem.
SOURCES OF DATA COLLECTION
Data collection is the important part of the study. The data collection is done by using
primary and secondary sources.
(a)PRIMARY SOURCES
Primary data is the data collected for the first time. Primary data is considered as the raw
material to which statistical methods are applied for the purpose of analysis and
interpretation. In this study the primary data are collected by using interview schedule. The
customers are personally contacted through telephone and personal interview
with customers are also conducted.
14

15. (b)SECONDARY SOURCES
Secondary data are those data, which have already been collected, tabulated and
presented in some form by someone else for some other purpose. In this study,
the secondary data are collected mainly through company brochure, websites,
and books and magazines.
TOOL OF ANALYSIS
The collected data was presented for analysis by using simple percentage
analysis. The obtained data was tabulated and analysis was done. The values are
plotted by using bar charts.
SAMPLE DESIGN
A sample design is a theoretical basis and the practical means by
which we infer the characteristics of some population by generalizing from the
characteristics of relatively few of the units comprising the population. In
sampling design sampling frame, total population, sampling unit, sampling
method, sample size are analyzed. Sampling method used in this study is
random sampling method.
SAMPLE SIZE
In this study the total population defined is 480. Out of 480, 50 people were taken as samples.
OBJECTIVES OF THE STUDY
1. To know the customer satisfaction level.
15

16. 2. To find out company‟s position in the market.
3. To find out the effectiveness of promotional and marketing strategies.
4. To know the effectiveness of customer relation management.
5. To know the awareness of customer for purchasing the product.
16

17. SCOPE OF THE STUDY
1. It helps to identify the area which require corrective action and improvement.
2. To understand the level of customer satisfaction.
3. To know various tastes and preference.
4. Know about competitors in the market
5. Measuring customer satisfaction provides an indication of how successful the
organization is at providing products/series to the market place.
6. It also identify areas that can be leveraged to achieve business growth and expansion.
17

18. LIMITATIONS OF THE STUDY
 The time period allotted for the study is limited.
 The response of the respondents may be biased.
 The sample size is fifty only.
 The findings applicable only this concern and it may not applicable to all other
concerns in same industry
18

19. CHAPTER 2
19

20. REVIEW OF LITERATURES
20

21. How happy buyers are with firm‟s products the degree to which customer expectations of a
product or service are met or exceeded. Corporate and individual customers may have widely
differing reasons for purchasing a product or service and there for any measurement of
satisfaction will need to be able to take into account such differences.
IMPORTANCE OF CUSTOMER SATISFACTION
The importance of customer satisfaction is apparent when the company realizes that, without
customers, they don‟t have a business. A single unsatisfied customer can send more business
away from the company than 10 satisfied customers. The more focus on customer retention
and customer support, the more long term business the company will get. It‟s worth it to
focus on customer satisfaction strategies, no matter how large or small the company is.
Understanding the needs of the customer is critical: a business relationship, just like any other
relationship, relies on both people getting the needs met. No matter what type of business we
are in , all customers want the same thing. They want to feel welcomed the and appreciated
by the company and the staffs. They don‟t want to get the impression that they are just being
used by producers for money. Small interactions like “thank you” and a nice smile can go a
long way toward customer satisfaction.
Make sure the employees operate with the same principles: a big part of customer satisfaction
is reliability. If customers come to expect a certain mode of behavior from the company and
their employees, they should deliver it to them each and every time. Customers want to be
able to rely on the company. They expect consistent delivery at times and support. By
training the employees to treat all customers with the same respect, their customers will all
have the same experience with the company, which will increase customer satisfaction.
Be honest when you don‟t meet expectations: customer satisfaction is at its most important
when something goes wrong in the chain of delivery. Whether a customer was double
charged or didn‟t receive what they ordered, the employees need to handle the situation with
the utmost care. The employee should apologize and take steps to rectify the situation. The
phrase “the customer is always right” is at the core of a good customer satisfaction strategy. It
doesn‟t matter whether or not the customers misread the instructions or made the mistake; the
employee should take the steps to make the customer happy.
21

22. Customer satisfaction is the foundation of a good business: satisfied customers will make a
great foundation for return business, and they may also bring their friends and associates.
Remember that customers are the heart of any business. Keep them satisfied, and encourage
them to tell their friends their experiences with the business.
KEY TO CUSTOMER SATISFACTION
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.” Within the 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.
“Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm‟s customers will
make further purchases in the future. Much research has focus 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. 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. Willing to recommend is a key metric relating to customer satisfaction.
22

23. 1.CUSTOMER SATISFACTION ACROSS ORGANIZATIONAL UNITS
This article examines customer satisfaction models for assessing the relationship of overall
satisfaction with a product or service and satisfaction with specific aspects of the product or
service for organizations having multiple units or subunits. These units could be stores,
markets, dealers, divisions, and so on. The authors suggest a method for studying whether the
drivers of overall satisfaction vary across such units. For cases where the drivers do vary
across subunits, they show how additional variables can be included in a model to account for
the variation. The authors illustrate this approach by studying customer satisfaction in the
newspaper and health care industries .They use generalizability theory to evaluate the
reliability of scales from multistage cluster sample designs. It is argued that the approach has
important implications for both theory and practice.
Edward C. Malthouse , James L. Oakley, Bobby J. Calder, Dawn Iacobucci
Doi:10.1177/1094670503259386
Journal of service research February 2004
Vol 6, no.3 ,page 231-242
2.CUSTOMER SATISFACTION MEASUREMENT
It is far less costly to keep existing customers than to win new ones. Loyal customers buy
more products and help bring in more business by recommending your product to others. So
if customer loyalty is the global , then the suppliers efforts should begin with the knowledge
of what constitutes value to his customers and market. A supplkier should always keep on
improving so as to achieve a greater profitability. This can be achieved by knowing the
market well that is understanding exactly what the customer wants. By discovering what the
customer wants , the supplier can begin to understand how his products and services provide
value for his customers .
AshishBhaveQuality& productivity journal ,feb 2002 page 156-162
23

24. 3.CUSTOMER SATISFACTION AND WORD OF MOUTH
There is theoretical and empirical support for both possibilities. To better understand this
issue, the authors developed a utility – based model of the relationship between customer
satisfaction and word of mouth. The hypothesized functional form – an asymmetric U-shape-
cannot be rejected based on data from the Unitede states and Sweded. The findings also
indicate that although dissatisfied customer s do engage in later word of mouth than
satisfied ones, common suppositions concerning the size of this difference
appear to be exaggerated.
Eugene W. Anderson
Journal of service research, August 1998
Vol 1, pp:5-17, doi:10.1177/109467059800100102
4.MARKETING ACTIONS AND THE VALUE OF CUSTOMER ASSETS
A Framework for customer asset management
This article develops a framework for assessing how marketing actions affect customer‟s
lifetime value to the firm. The framework is organized around four critical actions that firms
must take to effectively manage the asset value of the customer base: data base creation,
market segmentation, forecasting customer purchase behavior and resource allocation. In this
frame work , customer life time value is treated as a dynamic construct, that is, it influence
the eventual allocation of marketing resources but is also influenced by that allocation.
Paul D. Berger, Ruth N.Bolton, Douglas Bowman
Journal of service research, August 2002
Vol .5, no 39-54
24

25. 5. A FRAMEWORK FOR RELATING WAITING TIME AND
CUSTOMER SATISFACTION
IN A SERVICE OPERATION
Introduce a framework for integrating the operations management and marketing approaches
within a service operation.focuses on customer sastisfaction with waiting time, with the aim
of providing improved satisfaction for a given level of resources.
Mark M. Davis, Thomas Evollman
Journal ofg service marketing
Vol 4, iss.1, pp:61-69
25

26. CHAPTER 3
26

27. DATA ANALYSIS AND
INTERPRETATION
27

28. Table 3.1
Age group of respondents
Sl.No Age group Number of respondents Percentage
a 18-25 10 20
b 26-40 20 40
c 41-60 15 30
d 60&above 5 10
Total 50 100
INFERENCE
From the above table it is inferred that 40% of respondents are in the age group 26-40
30% are in 41-60 years, 20% are in 18-25 years, 10% are in 60&above
Majority of the respondent are in the age group of 26-40 years
28

29. Table 3.2
Gender of respondents
Sl.No Category Number of respondents Percentage
a Male 43 86
b Female 7 14
Total 50 100
INFERENCE
From the above table it is inferred that the 86% of respondents are male and the 14% are
female
Majority of the respondents are male.
29

30. Table3.3
Company’s responsiveness in dealing with customers
Sl.No Category Number of respondents Percentage
a Excellent 4 8
b Good 22 44
c Satisfied 18 36
d Poor 6 12
Total 50 100
INFERENCE
44% of customers are responded as good for the statement, 36% are satisfied, 8% of
customers are respond to excellent and others are not satisfied.
30

31. Table3.4
Company professional’s quality in dealing with customers
Sl.No Category Number of respondents Percentage
a Excellent 1 2
b Good 23 46
c Satisfied 20 40
d Poor 6 12
Total 50 100
INFERENCE
45% of customers are opinion that good for the statement, 40% are satisfied, 2% of customers
are responded to excellent and others are not satisfied.
31

32. Table 3.5
Quality of the product offered by the company
Sl.No Category Number of respondents Percentage
a Good 10 20
b Excellent 38 76
c Poor - -
d Satisfied 2 4
Total 50 100
INFERENCE
20% of customers are respond good for the statement, 4% are satisfied, 76% of customers are
respond to excellent. It shows that company‟s product is excellent.
32

33. Table3.6
Table showing company’s technical competence
Sl.No Category Number of respondents Percentage
a Good 20 40
b Excellent 4 8
c Satisfied 18 36
d Poor 8 16
Total 50 100
INFERENCE
40% of customers are respond good for the statement, 36% are satisfied, 8% of customers are
respond to excellent and others are not satisfied. The table shows the competence and
response time of the engineers.
33

34. Table3.7
Customers getting their concerns resolved
Sl.No Category Number of respondents Percentage
a Good 16 32
b Satisfied 20 40
c Poor 14 28
d Very Poor - -
Total 50 100
INFERENCE
32% of customers are respond good for the statement, 40% are satisfied, 28% of customers
are respond to poor. It shows that some of the customers are not satisfied with the dealings.
34

35. Table3.8
Satisfaction level with TMT product
Sl.No Category Number of respondents Percentage
a Very satisfied 17 34
b Satisfied 33 66
c Dissatisfied - -
d Very Dissatisfied - -
Total 50 100
INFERENCE
From the above table it is clear that 66% of customers are satisfied with the TMT product,
34% of customers are very satisfied. Hence it can be inferred that most of the customers are
satisfied with the product.
35

36. Table3.9
Satisfaction level with the company
Sl.No Category Number of respondents Percentage
a Very satisfied 16 32
b Satisfied 26 52
c Dissatisfied 7 14
d Very Dissatisfied 1 2
Total 50 100
INFERENCE
From the above table it is clear that most of the customers are satisfied with the company.
36

37. Table3.10
Price range of the product
Sl.No Category Number of respondents Percentage
a Satisfied 25 50
b Dissatisfied 11 22
c Neutral 8 16
d Highly satisfied 6 12
Total 50 100
INFERENCE
From the above table it is clear that 50% of customers are satisfied with the price range of the
product, 22% of customers are dissatisfied. Hence it can be inferred that most of the
customers are satisfied with the price range.
37

38. Table3.11
Sl.No Category Number of respondents Percentage
415D 500D
415D 500D
a Satisfied 24 27 48 54
b Highly satisfied 26 23 52 46
c Dissatisfied - - - -
d Highly dissatisfied - - - -
Total 50 50 100 100
Satisfaction level with 415D & 500D
INFERENCE
Most of the customers are highly satisfied with the product grade fe415d .some of the
customers are satisfied with the product grade fe500d.
38

39. Table3.12
Opinion about TMT 415D
Sl.No Category Number of respondents Percentage
a More better 21 42
b Somewhat better 10 20
c Not much - -
d Better 19 38
Total 50 100
INFERENCE
This table shows that most of the customers are choosing 415D as a better grade.
39

40. Table3.13
Customers recommendation towards the company
Sl.No Category Number of respondents Percentage
a Indefinitely recommend 19 38
b Probably 20 40
c Not recommend 1 2
d Sure 10 20
Total 50 100
INFERENCE
From the above table it is clear that most of the customers recommend the company to others.
A few will show negative responds.
40

41. Table3.14
Customers wish to buy other product again
Sl.No Category Number of respondents Percentage
a Very likely 25 50
b Likely 23 46
c Unlikely 2 4
d Not at all - -
Total 50 100
INFERENCE
From the above table it is clear that most of the customers are experienced with other
products.
41

42. Table3.15
Factors that considered while purchasing
Sl.No Category Number of respondents Percentage
a Price 8 16
b Quality 34 68
c Reliability 2 4
d Others 6 12
Total 50 100
INFERENCE
From the above table it is clear that out of 50 customers 34 customers have told that it is
quality of peekay steels that made them to buy this brand, 8 have told that it is because of
price, 2 have told that it is the reliability and another 6 told that it is because of some other
factors. Hence It can be inferred that peekay steel give much importance to quality.
42

43. Table3.16
Company’s product quality offered
Sl.No Category Number of respondents Percentage
a Good 5 10
b Satisfaction 7 14
c Excellent 38 76
d Poor - -
Total 50 100
INFERENCE
The table shows that the quality of the product offered by the company is excellent. It can be
inferred that, All the customers are highly satisfied with the quality offered by the company.
43

44. Table3.17
Table showing company’s supply
Sl.No Category Number of respondents Percentage
a Some times 13 26
b In most case 24 48
c Always 12 24
d No 1 2
Total 50 100
INFERENCE
The table shows that most of the customers are getting regular supply, some of the customers
are not satisfied with the supply.
44

45. Table3.18
Table showing distribution of the company
Sl.No Category Number of respondents Percentage
a Satisfied 34 68
b Highly Satisfied 12 24
c Dissatisfied 2 4
d Highly Dissatisfied 2 4
Total 50 100
INFERENCE
Most of the customers are satisfied with the distribution of the company, 24% customers are
highly satisfied. Some of the customers are not satisfied.
45

46. Table3.19
Satisfaction level with company’s credit policy
Sl.No Category Number of respondents Percentage
a Satisfied 30 60
b Highly Satisfied 15 30
c Dissatisfied 5 10
d Highly Dissatisfied - -
Total 50 100
INFERENCE
60% of the customers are satisfied with the credit facility provided by the company. It can be
inferred that most of the customers are satisfied.
46

47. Table3.20
Company policies influence on customers purchase decision
Sl.No Category Number of respondents Percentage
a Always 13 26
b Mostly 29 58
c Some time 5 10
d Rarely 3 6
Total 50 100
INFERENCE
From the above table it is clear that 29 customers told that company policies mostly
influenced them in purchase, 13 told that always it affects, 5 have told that some times only it
will affect, 3 told rarely it affects. It can be inferred that the company policies mostly affects
the purchase of customers.
47

48. Table3.21
Quality influence in purchase
Sl.No Category Number of respondents Percentage
a Always 19 38
b Mostly 26 52
c Some time 4 8
d Never 1 2
Total 50 100
INFERENCE
The above table shows that the quality affect the purchase of customers mostly. it can be
inferred that quality affect the purchase decision of the customers.
48

49. Table3.22
Customers knowledge about product
Sl.No Category Number of respondents percentage
a Advertisement 2 4
b News paper 1 2
c Reference group 35 70
d Website 11 22
e Technical magazines 1 2
Total 50 100
INFERENCE
From the above table it is clear that out of 50 customers 35 told that reference group is the
most preferred source of knowledge for customers, 2 told that it is through advertisements, 11
told that it is through websites. It can be inferred that it is through reference group customers
are getting knowledge.
49

50. Table3.23
Satisfaction with the company’s product information
Sl.No Category Number of respondents Percentage
a Satisfied 37 74
b Highly Satisfied 5 10
c Dissatisfied 8 16
d Highly Dissatisfied - -
Total 50 100
INFERENCE
It can be inferred that most of the customers are satisfied with the product information given
by the company.
50

51. Table3.24
Satisfaction level with the feed back taken by the company
Sl.No Category Number of respondents Percentage
a Satisfied 34 68
b Highly Satisfied 14 28
c Dissatisfied 2 4
d Highly Dissatisfied - -
Total 50 100
INFERENCE
The table shows most of the customers are satisfied with the feed back taken by the company.
Some of the customers are not satisfied.
51

52. Table3.25
Satisfaction level with business relationship between customers and company
Sl.No Category Number of respondents Percentage
a Satisfied 32 64
b Highly Satisfied 18 36
c Dissatisfied - -
d Highly Dissatisfied - -
Total 50 100
INFERENCE
From the above table it is clear that 64% of the customers are satisfied with the business
relationship, 36% are highly satisfied. it can be inferred that most of the customers are
satisfied with the relationship.
52

53. CHAPTER4
53

54. FINDINGS
1. Most of the 90% of respondents are satisfied with the product offered by the firm
2. At present, the demand of Fe 500D grade is increased.
3. The supply ofgrade Fe 500D is less as compared to grade Fe 415D grade.
4. Majority of the customers are not satisfied with the price of the product.
5. The quality of the product offered by the company is excellent.
6. Some of the customers are not satisfied with the supply of the product.
7. Some of the customers are not satisfied with the responsiveness of the company.
8. It is found that the company is getting good word of mouth publicity.
9. Most of the customers are more satisfied with the product grade Fe 415D.
10. It is found that, now 8mm steel is used for tie the bundle of product.
11. Most of the customers are likely to buy other products again.
12. It is found that customers givemore importance to quality while purchasing.
13. The credit facilities provided by the company are satisfied.
54

55. SUGGESTIONS
1. It is suggested that the company can concentrate on producing Fe 500D grades.
2. It is suggested that the company should start conducting meeting with dealers on a regular
basis.
3. It is suggested that the company can reduce the prices by maintaining the quality.
4. It is suggested that the company must give dealer certificate to the dealers.
5. It is suggested that the company must give importance to advertisement.
6. It is suggested that less weighted steel can be used for tie the bundle of steel
55

56. CONCLUSION
The study conducted on customer satisfaction is helps to know about the
satisfaction level of customer‟s. And also it help to find the problems of customers. From the
study it is found that, the product offered by the company have very good market and it is one
of the product the customers demands more. The firm has gained a good reputation in the
market for its best quality. For the smooth running of the business good relationship is very
important. good relationship with customers will help to succeed in business.
The study shows that some of the customers are not satisfied with the dealings
and response time of the company staffs. So they want to improve it. Customer satisfaction is
an important part in the success of every business, without good customers no business can
grow.
56

57. BIBLIOGRAPHY
Marketing Management: VINOD
Business research methods: Dr.K.VENUGOPAL
Journal of service research: EDWARD C. MALTHOUSE, JAMES L OAKLEY
Quality and productivity journal: ASHISH BHAVE
Journal of service research, Aug 1998: EUGENE W. ANDERSON
Journal of service marketing: MARK M. DAVIS, THOMAS EVOLLMAN
www.peekayrm.com
www.peekaysteels.com
Steel industry. PDF
Customer satisfaction. PDF
Customer satisfaction .books and articles.
Wikipedia
Google
57

58. ANNEXURES
58

59. I ANFAS.VP first year MBA student of Dr:SNS RAJALAKSHMI COLLEGE OF ARTS AND
SCIENCE CHINNAVEDAMPATTI ,COIMBATORE, am doing my project on customer
satisfaction in PEEKAY STEEL ROLLING MILL (P) Ltd, CALICUT. I kindly request you to fill the
following questionnaire; I ensure that the information provided will be confidential.
QUESTIONNAIRE
1. NAME (optional):
2. AGE: 18-25 26-40 40-60 60 & above
3. GENDER: Male Female
4. How do you rate company‟s responsiveness in dealing with you?
a) Excellent b) Good c) Satisfied d) Poor
5. How do you rate company‟s professionals in dealing with you?
a) Excellent b) Good c) Satisfied d) Poor
6. In thinking about your most experience with the company, what is the quality of the
product you received?
a) Good b) Excellent c) Poor d) Satisfied
7. If you received any technical support, how do you rate the technical competence of our
engineer and their response time?
a) Good b) Excellent c) Satisfied d) Poor
59

60. 8. The process for getting your concerns resolved was.
a) Good b) Satisfied c) Poor d) Very poor
9. Now please think about the features & benefits of the steel itself, How satisfied are you
with the TMT product ?
a) Very satisfied b) Satisfied c) Dissatisfied d) Very dissatisfied
10. Considering the total package offered by including customer satisfaction, features &
benefits and cost of the product, how satisfied are you with the company?
a) Very satisfied b) Satisfied c) Dissatisfied d) very dissatisfied
11. How do you feel about our price range of the product?
a) Satisfied b) Dissatisfied c) Neutral d) highly satisfied
12. How satisfied are you with regards to the following items?
Satisfied Highly satisfied Dissatisfied Highly
dissatisfied
415 D
500 D
13. Compared to other product grades that are available would you say that TMT 415D
……….
a) More better b) Somewhat better c) Not much d) Better
14. How likely are you recommend the company to others?
a) Indefinitely recommend b) probably c) not recommend d) sure
15. Based on your experience with our product, how likely are you to buy other product
again?
a) Very likely b) Likely c) Unlikely d) not at all
16. What are the factors that you considered while purchasing?
a) Price b) Quality c) Reliability d) others
60

61. 17. How do you rate company‟s product quality offered?
a) Good b) Satisfaction c) excellent d) poor
18. Are getting regular supply from the company as per your requirement?
a) Sometimes b) In most case c) Always d) No
19. Are you satisfied with the distribution of the company?
a) Satisfied b) highly satisfied c) Dissatisfied d) highly dissatisfied
20. Is there any credit facility available to you from the manufacture, if yes are you satisfied?
a) Satisfied b) Highly satisfied c) Dissatisfied d) Highly dissatisfied
21. Does the company co. policies influence your purchase decision?
a) Always b) Mostly c) Sometime d) Rarely
22. Does the quality of the product affect your purchase?
a) Always b) Mostly c) Sometimes d) Never
23. How can you get knowledge about the product?
a) Advertisement b) Newspaper c) Reference group
d) Website e) Technical magazine
24. Are you satisfied with the product information given by the company?
a) Satisfied b) Highly satisfied c) Dissatisfied d) Highly dissatisfied
25. Are you satisfied with the feedback taken by the company?
a) Satisfied b) Highly satisfied c) Dissatisfied
d) Highly dissatisfied
26. On a whole are you satisfied with the business relationship between you and company?
a) Satisfied b) Highly satisfied c) dissatisfied
d) Highly dissatisfied
THANK YOU
61