Aayvagam an International Journal of Multidisciplinary Research, Volume 5 | Issue 2 | February 2017 62

ISSN (Print): 2321 – 5739

A Study on Customer Satisfaction Towards Philips Products in Krishnagiri Town

A.Deepika
Asstiant Professor Pachamuthu College of Arts & Science For Women-Dharmapuri
Abstract
The objective of all customer satisfaction models is to provide results that are relevant, reliable and valid and have
predictive financial capability. Customer satisfaction research should be done with greatest care. Measuring customer
satisfaction must be continuous, consistent, timely, accurate and reliable process. This is a new customer satisfaction
approach becomes a powerful strategic business development tool for organization. This study is based on primary and
secondary data collected from 53 respondents in krishnagiri town
CHAPTER - I
INTRODUCTION AND DESIGN OF THE STUDY
1.1 Introduction
Customer satisfaction is a measure of how products and service supplied by a company meet or surpass customer
expectation. It is seen as a key performance indicator with in business of a balanced scorecard.
In competitive market place where businesses compete for customer satisfaction is seen as a key differentiator and
increasing has become a key element of business strategy. There is a substantial body of empirical literate that established
the benefits of customer satisfaction for firms.
Measuring customer satisfaction
Organization are increasingly interested in retaining existing customers while targeting non-customers measuring
customer satisfaction provides an indication of how successful the organization is at providing products and/or service to
the market place.
Customer satisfaction is ambiguous and abstract concept and actual manifestation of the state of satisfaction will
vary from person to person and product/service to product/service. The state of the satisfaction depends on a number of
both psychological and physical variables with 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 product.
Customer satisfaction
Customer satisfaction surveys are often regarded as the most accurate barometers for predicting the success of the
company. Because they directly ask about the critical success factor of a business, when done effectively, customer
satisfaction surveys can deliver powerful, incisive information and provide ways to gain a competitive edge.
By implementing customer satisfaction surveys powered by confirm it into a customer relationship management
(CRM) strategy, enterprises are able to gather, measure, and analyze valuable information with more accuracy, and in less
than ever before.
Philips introduction
Philips was established in 1S91 and made light bulbs - a simple product. Throughout the years the company
increased its portfolio into technology products that became too complex for most users. When Philips realized this, it
decided to make life easier and so launched a brand repositioning all about simplicity.
The term positioning refers to where products and brands are placed in a market. What is more vital is where
customers see such products! Brands being placed in the market. For example, customers might see products as giving
good value or poor value for money. They may link a brand with high quality or low quality. It is key to carry out market
research to spot appropriate positions to take in the market .An appropriate position is one that suits customer&
requirements. The term repositioning refers to a conscious strategy to alter the site of products! Brands in the market.
“Sense and simplicity” is the brand promise that Philips has identified through its research as the best one to take.
The map below shows how the company has repositioned itself.
Philips product
Philips commitment to responsible corporate citizenship and the pursuit of a sustainable future – economic, social
and environmental – is reflected in the Philips General Business principles and related GBP Directives’ (GBP). The Philips
GBP set out guiding principles on integrity and ethics in business conduct, including those that help create a sustainable
supply chain.
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ISSN (Print): 2321 – 5739

In short, Philips mutually beneficial relationships with its suppliers and seeks to award business to those suppliers
who are committed to acting fairly and with integrity towards their stakeholders, to observing the applicable rules of law
and to supporting and respecting internationally proclaimed human rights.
The Philips Organization
The Philips Supply Sustainability Platform (PSSP) drives the execution of the program with the goal of
developing a sustainable supply base that is compliant with all sustainability requirements. The PSSP is chaired by the
Senior Vice President Supplier Development and Sustainability and comprises the Supply Sustainability Officers (SSOs)
from different parts of the Philips organization, as well as representatives from Philips’ Business Ethics Office and Internal
Audit. From a Supplier point of view, the Lead Buyer is the most important link with Philips as he or she plays a pivotal
role in the implementation and monitoring of individual Supplier sustainability activities.
1.2 Statement of the problem
Philips is one of the customer products. Different brands of Philips are available in the market. Customer prefers a
high quality and low price product and attractive models. Most of the customers are satisfied with new models and some of
the customers, prefer other types. Each product differs from one another in terms of price, models etc., so the manufacture
has to consider the opinions of the customers. In this context, the researcher is interested in studying the customers
satisfaction towards the Philips products
1.3 Objectives of the study
Primary Objective
The primary objective of this study is to analyze the customer satisfaction towards the Philips products.
Secondary Objectives
 To know the socio-economic status of the respondents
 To study the satisfaction level of customers.
 To ascertain the factors responsible for purchase of the product.
 To find out the problems faced by the respondents
 To offer valuable suggestion for the improvement of the product.
1.4 SCOPE OF THE STUDY
The study has a wide scope in analyzing the customer satisfaction, usage and awareness regarding Philips product.
The study is confined to the factors influencing the respondents to purchase the product and the problems faced by
them while using those products.
Though the studies were conducted only in erode district, it gives a few valuable information that may help the
company to improve itself.
1.5 RESEARCH METHODOLOGY
Primary Data
An interview schedule was prepared for collecting opinion from the respondents using Philips products. The
questionnaire is prepared as simple and easily understandable by the respondents. Adequate care has been taken to avoid
biased data from the respondents.
Secondary Data
Secondary data is one, which has been already collected by some researcher previously for their research work,
and which may be applicable to a researcher in solving his current problem.
The information about the Philips product and advertisement are collected from magazines, news paper, various
books, journals and through internet are also collected.
Sampling procedure and size
The study is mainly based on convenient random sampling method. For the purpose of the study, 53 respondents
were chosen of random in Krishnagiri town.
Statistical tool used in the study
The data collected from primary source has been analyzed using appropriate statistical techniques such as:
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ISSN (Print): 2321 – 5739

 Percentage analysis
 Weighed score analysis

Percentage Analysis
Percentage analysis is used in making comparison between two or more series of data percentages are used to
describe relationship. The percentage reduced everything to a common base and make meaningful comparisons. No
of respondents
Percentage = ---------------------------------- X 100
Total no of respondents
Weighted Score Ranking Analysis
Ranking is numbering data from higher level to lower according to its priorities and importance, which helps us to
judge the results. Here the method used is weighted score ranking method. On the basis of the weighted score the ranks
will be given.
1st rank - 5 score
nd
2 rank - 4 score
3rd rank - 3 score
th
4 rank - 2 score
5th rank - 1 score
It gives the weighted score the rank will be given score given by individual represents
1.6 LIMITATION OF THE STUDY
 Due to economic and the time constraints of the research, the number of the respondents is limited to 53 only.
 This study is confined to erode district. Hence the finding and suggestions are application only to Krishnagiri
Town.
 The details furnished by the respondents are considered as trace and the results of the study are based on this
assumption.
CHAPTER - II
REVIEW OF LITERATURE
A Review is confirmation of a study with detailed examination on the subject again and again by going through
the review of the past research analysis or study of various subject, and researchers has made a number of studies on this
aspects of customer satisfaction.
Anup Jain (2006)1 observed that home appliance are not impulse products, they are not related to age, time season
or anything of that sort, it is certain of home appliance products.
Belizzi,2 Height in their study on the influence of national various generic branding on task perception makes and
hallmarks. That distinctive product image is most important consumer’s tent to distinguish on brand from another on the
basis of promotional message and the use of over ship of the product.
Charles G.Nortinuer,3 in his book quoted that, “instead of trying to market what is easier for us to make, we must
find out much more about what the consumer is willing to buy. We meats apply our people their wants & needs rather than
the products.
Engles,4 in his focused that “Consumer behavior means there acts of individual directly involved in obtaining and
using economic goods and services, including the decision processes that proceed and determine these arts”.

1 Anup Jain (2006), Indian Journal and Marketing, Jan-Feb 2006.

2 Bellizi (1982) Indian Journal of Maketing, January 1982.
3 Charles G.Nortiuer, “Coisumer Behaviour & Buyiig Motve”, Editoi 2000 p-180.
4 Eigels (1982), Holt secoid Iiteriatoial Editoi 1982 p.9
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ISSN (Print): 2321 – 5739

Fisk.John & John Haryley5 contend that TV is literally a highly visible medium and it does seem to influence
people behavior.
CHAPTER - III
PROFILE OF THE COMPANY

Royal Philips Electronics

Royal Philips Electronics of the Netherlands is a diversified Health and Well-being company, focused on
improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips
integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand
promise of “sense and simplicity”.
Headquartered in the Netherlands, Philips employs approximately 119,000 employees in more than 60 countries
worldwide. With sales of EUR 25.4 billion in 2010, the company is a market leader in cardiac care, acute care and home
healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-
being and pleasure with strong leadership positions in male shaving and grooming, portable entertainment and oral
healthcare.
Philips Electronics India Limited
Philips Electronics India Limited, a subsidiary of the Netherlands-based Royal Philips Electronics, is the leading
Health and Wellbeing company. Today, Philips is a simpler and more focused company with global leadership positions in
key markets of Healthcare, Lighting and Consumer Lifestyle, addressing people’s Health and wellbeing needs and
aspirations as its overarching theme.
As one of the nation's most well-known and well-loved brands, Philips is a part of practically every Indian's life.
With recent launch of Philips Respironics product categories in obstructive sleep apnea management and home respiratory
care, home decorative lighting range and ALU range, Philips products find use in virtually every aspect of an individual’s
daily life 24X7 - at home, at work, on the move and at rest. Philips stands as a source of easy to use, trendy and innovative
internationally acclaimed products with superior design and technology that enhance the quality of consumers' professional
and personal lives.Philips has been operating in India for over 75 years and employs over 4,500 employees around the
country. The company has an excellent pan India distribution and after-sales service network.
CHAPTER VI
DATA ANALYSIS AND INTERPRETATION
Introduction
The data collected from the consumers were systematically applied and presented as tables under various
headings in the following pages. They were also arranged in such way that detailed analysis can be made as to present
suitable interpretation for the same. These information’s are consolidated and analyzed by using the following techniques.
 Percentage Analysis
 Weighted Score Analysis
I. Percentage Analysis
Gender of The Respondents
On the basis of gender, the respondents are classified into two group viz., Male and Female are shown in the
following table.

5 Fisk.Johi & Johi Haryley readiig TV New York, Harper aid Row Publishers PP 102.
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TABLE NO - 4.1
S.No Gender No. of Respondents Percentage (%)
1. Male 32 60
2. Female 21 40
Total 53 100

Gender of The Respondents

Source: Questionnaire
From the above table, it is clear that, 60% of the respondents are belonging to category of Male, 40% of the
respondents belong to the category of Female.
Majority (60%) of the respondents belong to the category of Male.

Geider
No. of Re-
spoideits
Perceitage
(%)

TABLE NO - 4.2
SOURCES OF AWARENESS OF RESPONDENTS

S.No Sources of Awareness No. of Respondents Percentage (%)

1. Friends & Relatives 22 42

2. Advertisement 16 30

3. Agent 7 13

4. Sales Representative 8 15

Total 53 100

Source : Questionnaire
From the above table, we known that, 42% of the respondent get awareness through Friends & Relatives, 30% of
the respondents have the awareness through advertisement, 13% of the respondents get awareness through Agent, 15% of
the respondents know the Philips Product through Sales Representative.
Majority (42%) of the respondents have the awareness through Advertisement.
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Sources of
Awareiess
No. of Re-
spoideits
Perceitage (%)

1 2 3 4

TABLE NO - 4.3
TYPE OF PRODUCT USED BY THE RESPONDENTS

S.No Type of Product No. of Respondents Percentage (%)

1. Electronic items 25 47

2. Household product 12 23

3. Accessories 9 17

4. Personal care 7 13

Total 53 100

Source: Questionnaire
The table reveals that, 47% of the respondents are using Electronic items. 23% of the respondents using
Household product. 17% of the respondents using Accessories. 13% of the respondents using Personal care products.
Majority (47%) of the respondents are using Electronic items.

Type of
Product
No. of
Respoid-
eits
Per-
ceitage
(%)

Problem of Using The Philips Product

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ISSN (Print): 2321 – 5739

TABLE NO - 4.4
PROBLEM OF USING THE PHILIPS PRODUCT

S.No Problem to be faced No. of Respondents Percentage (%)

1. Yes 17 32

2. No 36 68

Total 53 100

Source: Questionnaire
The above table clearly shows that, 32% of the respondents faced some problem and 68% of the respondents are
not facing any problem.
Majority (62%) of the respondents are not facing any problem.

Problem to
be faced
No. of Re-
spoideits
Perceitage
(%)

II. WEIGHTED SCORE ANALYSIS

Type Problems Faced By The Respondents
Ranking analysis is used to identity the problem faced by the respondents during the purchase of the product. For
this purpose, the problems like High cost, Non availability, Lack of advertisement, Low resale value, Poor after sales
service, Low quality, lesser life time are used in the analysis.
TABLE 4.22
TYPE PROBLEMS FACED BY THE RESPONDENT

S.No Problem Total Score Rank

1. High cost 5 IV

2. Non availability 7 VI

3. Lack of advertisement 6 II

4. Low resale value 8 III

5. Poor after sales service 12 I

6. Low quality 7 V

7. Lesser life time 8 VII

 Aayvagam an International Journal of Multidisciplinary Research, Volume 5 | Issue 2 | February 2017 69
ISSN (Print): 2321 – 5739

In the above analysis, the respondent had given first rank to Poor after sales service, second rank to Lack of
advertisement, third rank to Low resale value, fourth rank to High cost, fifth rank to low quality, sixth rank to Non
availability, seventh rank to lesser life time.
Most of the respondents had given first rank to Poor after sale service.
CHAPTER - V
FINDING, SUGGESTIONS AND CONCLUSION
The present chapter brings forth inferences regarding the level of satisfaction and preference about Philips
product usage.
FINDINGS
 Majority (60%) of the respondents belong to the category of Male.
 Majority (42%) of the respondents have the awareness through Advertisement.
 Majority (47%) of the respondents are using Electronic items.
 Majority (62%) of the respondents are not facing any problem.
 Most of the respondents had given first rank to Poor after sale service.

Suggestions
 The problem of high cost which limits the purchasing power of the middle class families. The company has to take
steps to reduce the price of the product.
 Advertisement should be made to create the awareness of utility and usage to Philips product and the services
should be extended to all the rural areas. So the company may take necessary step to fulfill the customer needs.

Conclusion
In the present competitive world one cannot survive successfully with out having customer satisfaction. Customer
satisfaction is one of the key driven factors for facing competition and increasing sales. In today’s competitive world the
customer are smarter more precious and performance conscious. One satisfied customer will spared thousands of positive
news among the society. For this purpose, the company is suggested to take some necessary step to consider the above
mentioned suggestion and it will automatically improve both customer’s satisfaction and sales volume of Philips product.