CHAPTER 1

INTRODUCTION

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1.1 INTRODUCTION

ABOUT COMPANY

More than three decades ago in 1968, When Mr. M. C. Jacob founded the Anna Aluminum
Company; he made a break with the past. Belonging to an affluent family of plantation
owners, he ventured into the risk world of manufacturing industry and hoped for the best,
while working very hard to make his maiden venture to a great success. Today the group is
involved in manufacturing of aluminum sheets, circles, vessels, and utensils, spices, and
fabric, school bags, garments and marine exports etc. the 'Anna' range vessels and utensils are
highly popular in domestic market and in the Middle East, U.S.A, Africa, and Australia. The
group of turnover is around 200 crores.

Anna Group, a multi core success story began in 1968 is now spread heading the
thrust into the new millennium. From a company devoted manufacture of aluminum vessel
and utensil, it involves spices and fabric, school bag, garments, and marine exports. It has
emerged as a Multi dimensionaljaint with interest in various fields ranging from textile to
spices to baggage. Anna Group, where quality the buzz world has opened a new visit of
existing challenges. Today Anna ranges of products are very popular in the domestic market
and overseas.

Anna-Kitex group is one of the leading industrial groups in the states

of Kerala employing more than 12500 personnel for the past 40 years. The group is engaged
in the manufacture of diverse product like garments, textile, school bags, travel bags
,umbrellas, aluminum utensils, kitchen appliances, branded spices, curry powders and ready
to eat food which is marked in the famous brands of Kitex, Scoo-bee day, Anna aluminum ,
Chakson and Saras. The Anna-Kitex group is a pioneer in the fashion industry Anna Group,
where quality-the buzz word-has build success.

Anna range of vessels and utensils are highly popular in the Middle
East, USA, Africa and Australia. The organization comes under Anna Group as follows:

1. Kitex Limited

2. Anna Aluminum Company (Chakson)

3. Sara's spices

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2 4. Kitex garments
5. Scoo-bee day products private limited

1.2 STATEMENT OF PROBLEM

The business world is dynamic but in all the business industry there is one common thing
“customer satisfaction”. The success of business depends on customer satisfaction. Customer
satisfaction is a key for success in all kind of business. Because the satisfied customer
becomes loyal to the business and a loyal customer brings many more customers. This
provides more and more customers to the business.

Customer satisfaction is a abstract concept and involves such factors as the quality of the
product the services provided, that atmosphere of the location where the product or service is
purchased and the price of the product or service. Businesses often use customer satisfaction
surveys to gauge customer satisfaction. These surveys are used together information about
customer satisfaction.

Thus the goal of this project study is to understand how the Kitex limited satisfy their
customers by their product with its product mix and product line. And find out the
effectiveness of their effort to satisfy their customers conducted in Idukki,Kottayam and
Ernakulam district of kerala.

1.3 SCOPE OF STUDY

Customer satisfaction plays an important role within your business. Not only is it the leading
indicator to measure customer loyalty, identify unhappy customers, reduce churn and
increase revenue; it is also a key point of differentiation that helps you to attract new
customers in competitive business environments.

Customer satisfaction is a marketing term that measures how products or services supplied by
a company meet or surpass a customer’s expectation.Customer satisfaction is important
because it provides marketers and business owners with a metric that they can use to manage
and improve their businesses.

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1.4 OBJECTIVES OF THE STUDY

Primary objectives:

 The primary objective of the study is to examine the impact of the service quality on
customer satisfaction.

Secondary objectives:

 To recognize the factors which influence the customer satisfaction.

 To suggest the bank to increase the customer satisfaction and service quality.

1.5 METHODOLOGY

It may understood as a science for how researches is done scientifically. The research
methodology is not a talk only about the methods but also consider the logic behind the
method we use in the contest of our research study and explains why we are using a
particular method or techniques or why we are not using others so that the research results
are capable of being evaluated either by the research himself or by others.

1.6 RESEARCH DESIGN

Keeping the learning objectives into consideration, descriptive and exploratory design
was used by the researcher for the study.

1.7 AREA OF STUDY

This study was conducted in three districts(idukkikottayamErnakulam)

1.8 SAMPLE SIZE

The researcher selected a sample size of 50 respondants from the three districts of
kerala.For this purpose,the districts was divided in to five equal areas as follows.

1. Thodupuzha
2. Moolamattom
3. Ernakulam
4. Muvatupuzha
5. Kottayam

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1.9 SAMPLING

The researcher adopted satisfied sampling as well as simple random techniques. Since the
population from which the sample is to be taken is homogenous sampling method was
applied to obtain representative sample from the population. After the selection of strata,the
final sample’s selected from each strata using lottery method of simple random sampling
method.

1.10 LIMITATIONS OF STUDY

1. Respondent’s co-operation was low.

2. Time available for the study was limited.
3. Time duration is less.
4. Area of study was very broad to cover.

1.11 DATA COLLECTION

Primary data

Primary datawascollected from respondents through questionnaires.

Secondary data

Secondary data were also used and the same was collected from various sources such
as official publications, journal ,books etc…

1.12 DATA ANALYSIS

Percentage analysis was used for analyzing the collected data.

1.13 TOOL OF ANALYSIS

Bar diagram and pie diagram

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Bar diagram
A bar graph displays data visually and is sometimes called a bar chart or a bar graph.
Data is displayed either horizontally or vertically by and allows viewers to compare
items displayed. Data displayed will relate to things like amounts,characterstics,times
and frequency etc.A bar graph displays information in a way that helps us to make
generalization and conclusion quickly and easily. A typicial bar graph will have a
label, axis,scales and bars.

Pie diagram
A pie diagram is a specialized graph used in statistics. The independent variable is
plotted around a circle in either a clock wise direction or a counter clock wise
direction. The dependent variable (usually a percentage)is rented as an arc whose
measure is proportional to the magnitude of the quantity. Each arc is depicted by
constructed radial lines from its ends to the center of the circle,creating a wedge-
shaped slice.

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 CHAPTER 2

THEORETICAL FRAMEWORK

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2.1 CUSTOMER SATISFACTION A THEORETICAL FRAMEWORK

Customer satisfaction is a marketing term that measures how product or services

supplied by a company meet or surpass a customer expectation. Customer satisfaction
is important because it provide marketers and business owners with a metric that they
can use to manage and improve there business.
Customer satisfaction is defined as the ”the number of customers, the number of
customer or percentage of total customers,whose reported experience with a firm its
product or its services exceed specific satisfaction goal

2.2 PURPOSE OF CUSTOMER SATISFACTION

Customer satisfaction provides a leading indicator of consumer purchase intention and

loyalty.Customer satisfaction data are among the most frequently collected indicators
of marketing perceptions. Their principle use is two fold :”

Within organization, the collection, analysis and dissemination of these data send a
message about importance of tending to customers and ensuring that they have a
positive experience with the companies good and services.

1. “Although sale or market share can indicate how well afirm is performing
currently, satisfaction is perhaps the best indicator of how likely it is that he
firm’s customers will make further purchases in the future. Much research has
focused on the relationship between customer satisfaction and retention.
Studies indicate that the ramifications of satisfactions are most strongly
realized at the extremes”.

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2.3 TOP SIX REASONS WHY CUSTOMER IS SATISFACTION IS SO IMPOTANT

 It’s a leading indicator of consumers repurchases intentions and

loyalty
 It’s a point of differentiation
 It reduces customers churn
 It increases customers lifetime value
 It reduces negative word of mouth
 It’s cheaper to retain customers than acquire new ones
 Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds specified
satisfaction goals."Within organizations, customer satisfaction
ratings can have powerful effects. They focus employees on the
importance of fulfilling customers' expectations. Furthermore,
when these ratings dip, they warn of problems that can affect sales
and profitability.... These metrics quantify an important dynamic.
When a brand has loyal customers, it gains positive word-of-mouth
marketing, which is both free and highly effective."

2.4 IMPORTANTANCE OFCUSTOMER SATISFACTION

 Customer satisfaction is a marketing term that measures how

products or services supplied by a company meet or surpass a
customer’s expectation.

 Customer satisfaction is important because it provides

marketers and business owners with a metric that they can use
to manage and improve their businesses.

 .It’s a leading indicator of consumer repurchase intentions and

loyalty

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 Customer satisfaction is the best indicator of how likely a
customer will make a purchase in the future. Asking customers
to rate their satisfaction on a scale of 1-10 is a good way to see
if they will become repeat customers or even advocates.

 Any customers that give you a rating of 7 and above, can be

considered satisfied, and you can safely expect them to come
back and make repeat purchases. Customers who give you a
rating of 9 or 10 are your potential customer advocates who
you can leverage to become evangelists for your company.
 .It’s a point of differentiation

 In a competitive marketplace where businesses compete for

customers; customer satisfaction is seen as a key differentiator.
Businesses who succeed in these cut-throat environments are
the ones that make customer satisfaction a key element of their
business strategy.
 It reduces customer churn

 An Accenture global customer satisfaction report (2008) found

that price is not the main reason for customer churn; it is
actually due to the overall poor quality of customer service.

 Customer satisfaction is the metric you can use to reduce

customer churn. By measuring and tracking customer
satisfaction you can put new processes in place to increase the
overall quality of your customer service.
 increases customer lifetime value

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 A study by InfoQuest found that a ‘totally satisfied customer’
contributes 2.6 times more revenue than a ‘somewhat satisfied
customer’. Furthermore, a ‘totally satisfied customer’
contributes 14 times more revenue than a ‘somewhat
dissatisfied customer’.

 Satisfaction plays a significant role in how much revenue a

customer generates for your business.

 Successful businesses understand the importance of customer

lifetime value (CLV). If you increase CLV, you increase the
returns on your marketing dollar.
 It reduces negative word of mouth

 McKinsey found that an unhappy customer tells between 9-15

people about their experience. In fact, 13% of unhappy
customers tell over 20 people about their experience.

 That’s a lot of negative word of mouth.

 How much will that affect your business and its reputation in
your industry?

 Customer satisfaction is tightly linked to revenue and repeat

purchases. What often gets forgotten is how customer
satisfaction negatively impacts your business. It’s one thing to

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 lose a customer because they were unhappy. It’s another thing
completely to lose 20 customers because of some bad word of
mouth.
 6. ’s cheaper to retain customers than acquire new ones

 This is probably the most publicized customer satisfaction

statistic out there. It costs six to seven times more to acquire
new customers than it does to retain existing customers.

 If that stat does not strike accord with you then there’s not
much else I can do to demonstrate why customer satisfaction is
important.

 Customers cost a lot of money to acquire. You and your

marketing team spend thousands of dollars getting the attention
of prospects, nurturing them into leads and closing them into
sales.

2.5ADVANTAGES OF CUSTOMER SATISFACTION

 Up-to-date feedback: Gather current customer feedback on

various aspects of your company. You can stay on top of
customer trends through regularly scheduled online surveys or
email surveys, and receive instant customer feedback. It is
always useful to acquire insight into how your customers are
currently reacting to all aspects of your business.
 Benchmark results: You can administer the same survey every
so often to customers to gain continued insight into your
customers. Surveys can have the same questions, which will
allow you to compare data over time and benchmark survey
data across previous years to determine if any changes need to
be made.

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  Show that you care: Customers like to be asked for their
feedback. It gives the customer the perception that your
company values them; is committed to keeping them as a long-
term customer; and bases business decisions on their feedback

2.6 DISADVANTAGES OF CUSTOMER SATISFACTION

 Too many surveys, so little time: Your customers are bombarded

with online surveys. Surveys may be simple to complete, however,
some people simply don’t like to complete them. Sending surveys
too often can irritate customers and lead to customer burnout.
Customer burnout can result in low response rates or result in
lower satisfaction scores, despite your reputation for providing
excellent products or services.
 Privacy Issues: We live in a high-tech environment filled with
daily doses of unwanted junk email, email solicitations, and sales
calls. When taking an online survey or a phone survey (or any type
of survey), it is hard for your customers to believe that they aren’t
being tracked. Because of insecurities of releasing private
information, customers today are hesitant in giving out information
that may lead to more junk email and unwanted calls. Make
certain to assure customers that the information they provide in
response to your customer satisfaction surveys will not be used.
Without this disclaimer, it may be difficult to receive a good
response rate.

2.7OBJECTIVES OF CUSTOMER SATISFACTION

 The most basic objective of customer satisfaction surveys is to

generate valid and consistent customer feedback (i.e., to receive the
voice of the customer, which can then be used to initiate strategies
that will retain customers and thus protect one of the most valuable
corporate assets — loyal customers).

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
 As it’s determined what needs to be measured and how the data
relate to loyalty and repurchase, it becomes important to examine
the mind-set of customers the instant they are required to make a
pre-purchase (or repurchase) decision or a recommendation
decision. Surveying these decisions leads to measures of customer
loyalty. In general, the customer’s pre-purchase mind-set will fall
into one of three categories — rejection (will avoid purchasing if at
all possible), acceptance (satisfied, but will shop for a better deal),
and/or preference (delighted and may even purchase at a higher
price).

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 CHAPTER 3

INDUSTRIAL AND COMPANY PROFILE

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COMPANY PROFILE

3.1 KITEX LIMITED

A part of the renowned Anna Kitex group of companies, founded by the legendary Late Shri
M.C. Jacob, Kitex limited largest employer in private sector in the state of Kerala. It is
located near Kochi and has easy access to sea and airports. The company as established in
1992. With unmatched global connections, this company caters to prominent and renowned
conglomerates in USA and Europe. The company currently employs over 7000 people at its
facility, and has been a business provider to many satellite businesses in the state. Having
started with INR 1.8 crores turnover in the year 1995-1996 the company has now grown to a
turnover of over INR 524 crores in 2014-15. The company is currently the second largest
producer of children’s apparel in the world, and is now in the process of setting up operating
in the United States of America.

3.2 ABOUT COMPANY

More than three decades ago in 1968, When Mr. M. C. Jacob founded the Anna Aluminum
Company; he made a break with the past. Belonging to an affluent family of plantation
owners, he ventured into the risk world of manufacturing industry and hoped for the best,
while working very hard to make his maiden venture to a great success. Today the group is
involved in manufacturing of aluminum sheets, circles, vessels, and utensils, spices, and
fabric, school bags, garments and marine exports etc. the 'Anna' range vessels and utensils are
highly popular in domestic market and in the Middle East, U.S.A, Africa, and Australia. The
group of turnover is around 200 crores.

Anna Group, a multi core success story began in 1968 is now spread heading the
thrust into the new millennium. From a company devoted manufacture of aluminum vessel
and utensil, it involves spices and fabric, school bag, garments, and marine exports. It has
emerged as a Multi dimensionaljaint with interest in various fields ranging from textile to
spices to baggage. Anna Group, where quality the buzz world has opened a new visit of
existing challenges. Today Anna ranges of products are very popular in the domestic market
and overseas.

Anna-Kitex group is one of the leading industrial groups in the states

of Kerala employing more than 12500 personnel for the past 40 years. The group is engaged
in the manufacture of diverse product like garments, textile, school bags, travel bags

16 | P a g e
,umbrellas, aluminum utensils, kitchen appliances, branded spices, curry powders and ready
to eat food which is marked in the famous brands of Kitex, Scoo-bee day, Anna aluminum ,
Chakson and Saras. The Anna-Kitex group is a pioneer in the fashion industry Anna Group,
where quality-the buzz word-has build success.

Anna range of vessels and utensils are highly popular in the Middle
East, USA, Africa and Australia. The organization comes under Anna Group as follows:

1. Kitex Limited

2. Anna Aluminum Company (Chakson)

3. Sara's spices

4. Kitex garments

5. Scoo-bee day products private limited

3.3 KITEX LIMITED

Anna Groups weaving unit, Kitex Limited was established in 1975.the company is engaged
in the production of fabrics made of cotton and other blends, grey clothes, bed sheet and
lungies. Through the years, the company has carved a niche for itself in this highly
competitive industry with its tradition of world class quality.

Kitex is engaged in production of fabrics made of cotton and other blends,

grey cloth, bed sheets and lungies are available in for various types-Executives. Medium
Super, Medium and Economy all are priced differently. Kitex white gives us an array of
white dhothies single as well as double. It becomes with streaks of colors and gold to add to
the looks our dhothies. We also have beautiful and wide range of bed sheets under the label
of Sweet Dreams. Through the years the company has carved a niche for itself in the highly
competitive industry with its tradition of world class quality.

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 VITAL STATUS

Name : Kitex Limited

Address : Kizhakkambalam, Aluva

Registered Office : Kizhakkambalam.

Nature of incorporation. : Private Limited Company

Nature of business : manufacturing of cotton textiles &

bag

Brand Name of the product : Kitex

Total built up area : 1650000 sq. feet

500 modern looms

20 million sq. meter of cotton

Blends.

Employment potential : 1400

Production capacity : 3500 sq. per day

Total capacity Employed : Rs 3, 39, 01, 060

Annual Sale Range : 200 crores

Growth : steady

Founder : Sri. .M C Jacob

Chairman : Mr. Bobby. M. Jacob

Director : Mrs. Mini Bobby Jacob.

Managing Director : Mr. Sabu Jacob

Auditor : Mr. Anil Kumar & co

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 Banker : Federal Bank, ICICI, Canara
Bank

ISO CERTIFICATION

Kitex got ISO 9001-2000 IN February 2007. They are committed to manufacture and deliver
quality. Kitex Limited is the leading manufacturer with ISO 9001-2000 in South India of
varieties of Grieg Fabric. Yarn dyed fabrics, Dobby and Leno Dobby fabrics made of cotton,
polyester cotton, cotton nylon, cotton flax , Lenin, cotton Lenin, cotton lycra, polyester lycra
etc. They can do any waves/qualities like
cambric's,sheetings,poplins,mulls,casments,drills,twills,linos,Saturn's,bedford,Oxfords,stripes
etc. They have 525 running looms of Sulzer, Picanaol, Dornier and cimmco making around
13000000 meters of fabrics every month.

They are the leading manufacturer with ISO 9001-2000 in South India of all
varieties of Grieg fabrics. Yarn dyed fabric, Dobby and Lenin Dobby fabric made of cotton,
polyester cotton, cotton nylon, cotton flax, Lenin cotton, cotton Lenin, cotton lycra etc.

3.4 VISION OF KITEX LIMITED

a. To reach the excellent quality standards in the coming year

b. To keep in place with modern technology and concepts

c. To organize supply of materials with minimum cost to maximum extent possible without
any compromise in quality

d. A world class manufacturing company focusing on all round business excellence through
Total Quality Management System with committed leadership effective team work delighted
customers and satisfied employees in an environment friendly organization.

3.5 MISSION OF THE KITEX LIMITED

Fabrics and processes fabrics as per the customer specification efficiently in a provisional and
environmental friendly manner, on time, and at the right cost with at most customer
specification to become a world class organization through improvement.

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OBJECTIVES

1. Increase sales of value added item by 20% from existing level.

2. Reduce rejection by 10% from the present level.

3. Reduce customer complaints by 10%.

4. Increase product range by introducing new products

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 CHAPTER 4

ANALYSIS AND INTERPRETATION OF DATA

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ANALYSIS AND INTERPRETATION OF DATA

Analysis and interpretation of the collected data is presented in this chapter. The data are
collected using standardized questionnaire and was coded and tabulated. The tabulated data
are analyzed with the help of statistical tools like charts, graphs, diagrams etc…

Following tables and graphs gives a clear cut picture of analysis:

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 Table No.1

4.1 Table showing the respondent’s age

Age No. of respondent Percentage

0-15 years 5 10
15-30 years 20 40
30-45 years 10 20
Above 45 15 30
Total 50 100
4.1Diagram showing the respondent’s age

Percentage
45
15-30 years, 40
40

35
Above 45, 30
30

25
30-45 years, 20
20

15
0-15 years, 10
10

0
0-15 years 15-30 years 30-45 years Above 45

Interpretation

Out of 50 samples 40% belongs to 15-30 years, 30% of above 45 years ,20% of
30-45 years and 10% of 0-15 years.

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 Table No.2

4.2 Table showing respondent’s gender.

Sex No. of respondents Percentage

Male 28 56
Female 22 44
Total 50 100

4.2 Diagram showing percentage of male respondents and female respondents

Percentage
30 Male, 28

25
Female , 22

20

15

10

0
Male Female

Interpretation

Out of 50 samples, 56% of are male and 44% are female

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 Table no. 3

4.3 Table showing whether the respondent have ever used any product of Kitex Ltd

Opinion No. of Respondents Percentage

Yes 42 84
No 8 16
Total 50 100

4.3 Diagram showing whether the respondent have ever used any product of Kitex
Ltd.

Percentage
90% Yes, 84%
80%
70%
60%
50%
40%
30%
20% No, 16%

10%
0%
Yes No

Interpretation

Out of 50 samples 84% of people used products from Kitex Ltd and 16% not

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 Table No: 4

4.4 Table showing whether the respondent have ever preferred the product mix of
Kitex ltd.
Opinion Number of Respondents Percentage
Yes 35 70
No 15 30
Total 50 100

4.4DiagramshowingwhethertherespondenthaveeverpreferredtheproductmixofKitexltd.

Percentage
80
Yes, 70
70

60

50

40
No, 30
30

20

10

0
Yes No

Interpretation

Out of 50 samples 70% of people purchased products from Kitex ltd and 30% not.

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 Table No: 5
4.5 Table showing whether the respondent specify the factors influence their purchase
decision.
Reason Number of Respondents Percentage
Quality 25 50
Price 15 30
Brand 3 6
Fashion 7 14
Total 50 100

4.5.Diagramshowingwhethertherespondentspecifythefactorsinfluencetheirpurchasedec
ision.

Percentage
Percentage

50%

30%

14%

6%

Quality Price Brand Fashion

Interpretation

Out of 50 samples 50%buy Kitex products because of the quality of the product,30%
because of less price,14% because of fashion and 6%buy because of brand.

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 Table No: 6

4.6Table showing whether the respondent satisfied or not with the product.

Reason Number of Respondents Percentage

Highly satisfied 20 40
Satisfied 20 40
Somewhat satisfied 5 10
Dissatisfied 5 10
Total 50 100

4.6 Diagramshowingwhethertherespondentsatisfiedornotwiththeproduct.

45%
40% 40%
40%

35%

30%

25%

20%

15%
10% 10%
10%

5%

0%
Higly satisfied Satisfied Somewhat satisfied Dissatisfied

Percentage

Interpretation
Out of 50 sample 40% of people highly satisfied with the product, 40% people
satisfied, 10% people somewhat satisfied and 10% were dissatisfied.

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 Table No: 7

4.7Table showing whether through which media do the respondent t notices Kitex ltd
advertisement mostly.

Reason Number of Respondents Percentage

Television 25 50
Radio 5 10
News Paper 10 20
Poster 10 20
Total 50 100

4.7DiagramshowingwhetherthroughwhichmediadotherespondentnoticesKitexltdadvertisemen
tmostly.

60%

50%
50%

40%

30%

20% 20%
20%

10%
10%

0%
television Radio News Paper Poster

percentage

Interpretation

Out of 50 samples,50% of people notice Kitex advertisement through T V, 20% are through
newspaper, 20% are through poster and 10% are through radio.

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 Table No.8
4.8Table showing whether the respondent influenced by the price of the Kitex
product.
Opinion Number of Respondents Percentage
Highly Influenced 25 50
Normal Influenced 15 30
Un Influenced 10 20
Total 50 100

4.8DiagramshowingwhethertherespondentinfluencedbythepriceoftheKitexproduct.
60%

50%
50%

40%

30%
30%

20%
20%

10%

0%
Highly Influenced Normal Influenced Un Influenced

percentage

.Interpretation

Out of 50 samples,50%of are Highly Influenced by the price of Kitex

product,30%of are Normal Influenced by the price of Kitex product and 20%of
are Un Influenced by the price of Kitex product.

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 Table No.9

4.7 Table showing whether the respondent suggest Kitex products to others.

Opinion Number of Respondent Percentage

Yes 38 76
No 12 24
Total 50 100

4.9 Diagram showing whether the respondent suggest Kitex product to others.

Percentage
80%

70% Percentage, 76%

60%

50%
Axis Title

40%

30%

20% 24%

10%

0%
Yes No

Interpretation

Out of 100 samples76% of people suggest Kitex product to others & 24% of people not..

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 Table No.10

4.10 Table showing whether the respondent have any previous experience with the product.

Opinion Number of Respondent Percentage

Yes 35 70
No 15 30
Total 50 100

4.10Diagramshowingwhethertherespondenthaveanypreviousexperiencewiththeproduct.

Percentage
80%
Percentage, 70%
70%

60%

50%
Axis Title

40%

30%

20%

10%

0%
Yes No

Interpretation

Out of 100 samples 70% of people have previous experience with Kitex product and 30%
have not.

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 Table No.11

4.11 Table showing whether the respondent have how much interested in kitex products.

opinion Number of respondents Percentage

Very interested 35 70
Fairly interested 6 12
Somewhat interested 7 14
Un interested 2 4
Total 50 100

4.11 Diagram showing whether the respondent have much interested in kitex products.

80
70
70

60

50

40

30

20
14
12
10
2

percentage 0
very intrested fairly intrested somewhat intrested un intrested

Interpretation

Out of 100 samples 70%of people are Very interested, 14% of people are somewhat
interested, 12% of people are fairly interested and 4%of people are uninterested.

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 Table No.12

4.12 Table showing whether the respondent use these chosen product daily.

Opinion Number of Respondents Percentage

Every Day 40 80
Approximately once in a 5 10
week
Few times in a week 2 4
Occasionally 3 6
Total 50 100
4.12diagramshowingwhether therespondentusethesechosenproductdaily.

percentage
90

80

70

60

50

40

30

20

10

0
every day once in a week few times occasionally

percentage

Interpretation

Out of 100 samples 80% of peoples are use these product every day, 10% of peoples are use
these product approximately once in a week, 6% of peoples are use these product
occasionally and 4% of peoples are use these product few times in a week.

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 Table No.13

4.13 Table showing whether the respondent how long are using Kitex products.

Opinion Number of respondents Percentage

More than 3year 38 76
2-3 year 3 6
1-2 year 2 4
Less than 1year 7 14
Total 50 100
4.13Diagramshowingwhethertherespondenthowlongareusingkitexproducts.

percentage
80%

70%

60%

50%

40%

30%

20%

10%

0%
more than one year 2-3 year 1-2 year less than1 year

percentage

Interpretation

Out of 100 samples 76% of people are using kitex products for more than 3 years, 14% of
people are using for less than 1 year,6% of people are using for 2-3 years and 4% of people
are using 1-2 year

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 Table No.14

4.14 Table showing whether the motivation for respondent to buying kitex products.

Opinion Number of respondents Percentage

Family 8 16
Neighbors 10 20
Friends and relatives 10 20
Media 22 44
Total 50 100

4.14Diagramshowingwhetherthemotivationforrespondenttobuyingkitexproducts.

50%
44%
45%

40%

35%

30%

25%
20% 20%
20%
16%
15%

10%

5%

0%
family neighbour friends and family media

percentage Column2 Column1

Interpretation

Out of 100 sample 44% of people get the motivation from media, 20% by friends and
relatives, 20% by neighbors and 16% by family.

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 Table No 15

4.15 Table showing whether the opinion and recommendation of respondent’s friends
affected your purchase decision.

Opinion Number of respondents Percentage

Very often 8 16
Often 15 30
Sometimes 22 44
Never 5 10
Total 50 100
4.15 diagram showing whether the opinion and recommendation of respondent’s friends
affected your purchase decision.

percentage
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
very often often sometimes never

percentage

Interpretation

Out of 100 samples 44% of people sometimes affected the opinion of friends, 30% often
affected, 16% very often affected and 10% never affected.

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 Table No 16

4.16 Table showing whether the respondent willing to pay more for kitex products, if it’s
quality is good.

Opinion Number of respondents Percentage

Always 30 60
Occasionally 10 20
Seasonally 8 16
Never 2 4
Total 50 100

4.16Diagramshowingwhethertherespondentwillingtopaymoreforkitexproducts,ifitsqualityisgo
od.

percentage
70

60

50

40

30

20

10

0
always occasionally seasonally never

percentage

Interpretation

Out of 100 sample 60% of people ready to pay more for kitex products, if it’s quality is
good,20% occasionally,16% seasonally and 4% never

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 Table No 17

4.17 Table showing whether the respondent prefer which shop for purchase.

Opinion Number of respondents Percentage

Company showroom 5 10
Best in town 15 30
Nearby shops 30 60
Total 50 100

4.17Diagramshowingwhethertherespondentpreferwhichshopforpurchase.

percentage
70

60

50

40

30

20

10

0
company showroom best in town nearby shop

percentage

Interpretation

Out of 100 sample 60% prefer nearby shop for purchase, 30% by best in town and 10%

By company showroom.

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 CHAPYER 5

FINDINGS AND SUGGESTIONS

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 FINDINGS

 Out of 50 samples 40% of respondents are in between 15 _ 30 years of age.

 Out of 50 samples 56% of respondents are male and 44% are females.
 Out of 50 samples 84% of peoples are using Kitex products.
 Out of 50 samples 70%bof peoples are prefer the product mix of Kitex limited.
 Out of 50 samples 50% of peoples were influence the quality of kitex products for their
purchase decisions.
 Out of 50 samples 40% of peoples are highly satisfied and 40% of peoples are satisfied with
the Kitex products.
 Out of 50 samples 50% of peoples are notice Kitex advertisement on T.V.
 Out of 50 samples 50% of peoples are highly influenced by the price of the products.
 Out of 50 samples 76% of peiples are suggested Kitex products to others.
 Out of 50 samples 70% of people have previous experience with Kitex products.
 Out of 50 samples 70% of peoples are very interested in the Kitex products.
 Out of 50 sample 80% of peoples are choose Kitex products everyday.
 Out if 50 samples 76% of peoples are using Kitex product more than 3 years.
 Out of 50 samples 44% of peoples sometimes affected the opinion and recommendations of
their friends purchasedecisions.
 Out of 50 samples 60% of peoples are always ready to pay more for Kitex product if its
quality is good.
 Out of 50 samples 60% of peoples prefer nearby shop for pyrchase.

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 SUGGESTIONS

 Make advertisement more attractive and catchable.

 Contact cost benefits analysis every year.
 Provide more customer oriented products according to their needs and wants

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 CONCLUSION

Customer satisfaction is the best indicator of how likely a customer will make a purchase in the
future. Asking customers to rate their satisfaction on a scale of 1-10 is a good way to see if they will
become repeat customers or even advocates.Any customers that give you a rating of 7 and above, can
be considered satisfied, and you can safely expect them to come back and make repeat purchases.
Customers who give you a rating of 9 or 10 are your potential customer advocates who you can
leverage to become evangelists for your company.Scores of 6 and below are warning signs that a
customer is unhappy and at risk of leaving. These customers need to be put on a customer watch list
and followed up so you can determine why their satisfaction is low.

This study is very important to know the draw backs of kitex company in satisfying
the customers of them. To satisfying customers it is very expensive and time consuming. It is very
clear that the kitex is very much better in customer satisfaction.

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 ANNEXURE

BIBLIOGRAPHY

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BOOKS

 PHILIP KOTLER-MARKETING MANAGMENT

 ADVERTISING AND SALES PROMOTION- DR. SREEDHAR P NAIR

WEBSITES

 www.wikipedia/customersatisfaction.org
 www.kitexgarments.org

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 QUESTIONNAIRE
1. Name of the respondent:
2. Age : 0-15 years
30-45 years
45-60 years
3. Sex : Male
Female
4. Job :
5. Qualification : SSLC
+2/Pre-degree
Degree
Master Degree
Others

6. Do you use any product of Kitex ltd?

Yes No
7. Do you prefer the product mix of Kitex ltd?

Yes No
8. Which of the following factors influence your purchase decision ?
Quality Price
Brand Fashion
9. Are you satisfied with the product ?
Highly satisfied Satisfied
Somewhat Satisfied Fashion
10. Through which media do you notice kitex ltd advertisment mostly ?
Television Radio
News Paper Poster
11. How far are you influenced by the price of the product ?
Highly Influenced Normal Influenced
Un influenced
12. Do you suggest Kitex products to others ?
Yes No

13. Do you have any previous experience with the product?

Yes No

14. How much interested are you in kitex products ?

Very Interested Fairly Interested
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 Somewhat Interested Un Interested
15. Do you use these chosen product daily ?
Every Day Approximately once in a week
Few times in a week Occasionally
16. How long are you using kitex products ?
More than 3year 2-3 year
1-2 year Less than one year
17. Who offers you suggestion for buying kitex products ?
Family Neighbors
Friends & Relative Media
18. Do the opinions and recommandations of your friends affect your purchase decisions
? Very Often Often

Sometimes Never
19. Are you willing to pay more for a kitex product,if it’s quality is good ?
Always Occasionally
Seasonally Never

20. Which shop you prefer for purchase ?

Company Showroom Best in town
Nearby shop

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