Professional Documents
Culture Documents
Under The Guidance of
Under The Guidance of
Under The Guidance of
ECT REPO
ORT
ON
CUSTOMER
R SATISFA
ACTION
WITH REF
FERENCE TO EMKEF
Foot Care Products
PARAPPUK
KKARA (KE
ERALA)
R OF BUSINESS ADM
MASTER MINISTRAT
TION
SUBM
MITTED BY
LIBIIN RAJ.E.B
B
(Reg. No 35110103351)
R.SHEN
NBAGAVA
ALLI
SRM SCH
HOOL OF MANAGEM
MENT STU
UDIES
SRM UNIVERSIT
TY
KATTA
ANKULATH
HUR
MAY-2012
BONAFIDE CERTIFICATE
EXTERNAL
DECLARATION
is the result of the Original work done by me and to the best of my knowledge, a
similar work has not been submitted earlier to any university or any other
Institution.
The project has been made possible by the greatest efforts and dedicated support
extended to me by my guide R.SHENBAGAVALLILecturer SRM School of Management,
Chennai.
**********
LIST OF CONTENTS
TITLE I
BONAFIED CERTIFICATE ii
DECLARATION iii
COMPANY CERTIFICATE iv
ACKNOWLEDGEMENT v
INTRODUCTION 2
2 RESEARCH METHODOLOGY
2.1 - INTRODUCTION 28
2.3 - SAMPLING 30
2.4 - METHOD OF DATA COLLECTION 31
3 DATA ANALYSIS
4 FINDINGS, SUGGESTIONS&
RECOMMENDATIONS
4.1 – FINDINGS
67
4.2 - SUGGESTIONS
69
4.3 – RECOMMENDATIONS
70
5 CONCLUSION 72
QUESTIONNAIRE
ANNEXURE
LIST OF TABLES
TABLE TITLE PAGE
NO. NO.
Table showing whether the respondents are aware about EMKE
1 footwear 42
Table showing the opinion about long lasting of EMKE foot wears
8 49
Table showing the respondents opinion about the statement
9 50
“Quality of EMKE foot wear is up to mark”
Table showing the opinion about the comfortableness of EMKE
10 51
foot wears
Table showing the opinion whether the product is safe in terms of
11 health 52
Chart showing the opinion about long lasting of EMKE foot wears
8 49
Chart showing the respondents opinion about the statement
9 50
“Quality of EMKE foot wear is up to mark”
Chart showing the opinion about the comfortableness of EMKE foot
10 51
wears
Chart showing the opinion whether the product is safe in terms of
11 health 52
INTRODUCTION
Customer satisfaction is a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction
goals."It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard.
The study is entitled “Customer satisfaction of EMKE Foot care Products, a private company
owned by LULU group.
The study on customer satisfaction helps to know the tastes &preferences of the
customers. Mainly five factors influenced customer satisfaction – profit margin, availability of
products, quality, reasonable price and promotion. When these five factors were high, customer
satisfaction was high in all organization. When these five factors were low. Customer
satisfaction is low. This study is very useful and helpful to know the customer requirements.
CHAPTER 2
INDUSTRY PROFILE
Foot wear is estimated to have started its long history of human use during the Ice Age
some 5million years ago. Unkind weather conditions are said to have created the necessity for
foot wear. Other evidences show that footwear came to use at the end of the Paleolithic Period, at
about the same time the early humans learned the art of leather tanning. Early pieces of footwear
were made of wrappings, usually made of leather or dried grasses. Later on pieces were
developed from an oval piece of leather which is bound by a piece of strong leather thongs.
Sandals, which are the first crafted footwear, are the successors to these wrappings. In Egyptian
funeral chambers, paintings show the different stages in the preparation of leather and footwear.
The images also show that in Egypt, footwear depicted power and class. The Pharaohs sandals
were distinguished by the turned up toes, a characteristic which is missing in the commoners’
footwear. Egyptian sandals were crafted using straw, papyrus, or palm fibres. Later on, Egyptian
women adorned their footwear with precious stones and jewels.
Material evidences showed that the Greeks loved and took good care of their feet by using
different footwear for different activities. Greek women began wearing sandals to signify their
social class. Their footwear signified beauty, elegance, refinement, and extravagance. It has been
said that Greek women of bad reputation attracted men by wearing elevated sandals. These
sandals create a ³clacking´ sound when the wearer moves, and this sound was considered as a
symbolic flaunting of sexual charms. In Mesopotamia, leather wrappings are tied to the feet by a
strip of the same material. Romans, on the other hand, created durable leather thongs so their
legions can travel to places on foot. In Rome, footwear also exhibited social class.
But in all of these early civilizations, footwear indicated social status. Footwear consists of
garments that are worn over the feet. They are worn mainly for protection and hygiene, but also
for fashion and adornment. Footwear items come from a wide range of materials including
leather, rubber, canvass, wood, and plastic. But early pieces were made from available materials
like straw, leather, cowhide, and grasses.
When footwear is assembled, the main components are adhesives, cushion, counter fort,
heel, hook, insole, laces, sole, steel shank, tack, toe puff, tread, and welt. Generally, footwear is
classified into: boots, industrial footwear, shoes, and sandals. Boots are available as cowboy
boots, galoshes, ski boots, thigh length boots, and so on. Industrial footwear includes plastic
boots and rubber loafers which are used in laboratories, construction sites, and production lines.
Shoes include athletic shoes (or running shoes), climbing shoes, clogs, high heels, maryjanes,
moccasins, mules, loafers, tap shoes, and cross-training shoes. Sandals, on the other hand,
include espadrilles, flip flops or thongs, slide ones, and slippers. Footwear is considered an
extension of one’s personality. Well-maintained footwear says things about the owner, with
cleanliness as the most important concern. Although the intricacy of this craft may have been
Lost to modernization, their influences are still present in shoes today. The moccasins worn in
early times by people in cold countries are still being worn there, while the sandal patterned after
the Egyptians creation is still frequently used in hotter countries.
The Indian market for footwear includes all producers of non-cleated, rubber and plastic
footwear designed in style or for use. The industry is a collection of smaller, segmented, yet
often overlapping markets, defined by both the price and the purpose of the shoes. For instance,
there are mini-markets for shoes designed for each of many sports and other purposes:
basketball, running, walking, tennis, and casual wear. The greatest overlap between these
categories is between performance shoes and casual wear. Therefore, there is some degree of
overlap between most segments.
The industry is dominated by a few large firms, while the majority of other players have
less than 5% market share. These firms fight for market share through non-price competition, on
strategies such as strengthening brand image and increasing product proliferation. The success of
each firm is greatly dependent upon its marketing campaigns. The brand image of the major
firms is created by extensive marketing campaigns and celebrity endorsements. Consumers
associate themselves with a particular brand and tend to stick with the brand with which they are
comfortable. Entry to the industry is difficult as brand loyalties are high. Standing on the
threshold of a retail revolution and witnessing a fast changing retail landscape, the Indian
footwear market is set to experience the phenomenal growth in coming years.
Target Segmentation
Geographic: City: More focus on metro cities because people believe in trying innovative, new
and better products.
Demographic: Gender: Male and Female both. Age: Various age groups are targeted by the
industry. Income: Here industry needs to find out that how much expenses are incurred by the
people regarding their footwear.
Production Technology
The production of the industry starts with Agro Industries and progresses through the
chemical industry and tanning to manufacturing. Leather is a by-product of the food industry. It
is a commodity and as such is subject to market forces in a similar way to tea, sugar, coffee, etc.
Generral Productiion Method
d of foot weaars
Role of Indian Footwear Industry on Export
Nearly 75% of India’s Export of Footwear is to the European Countries and the USA. The
Indian Footwear Industry provides employment opportunities to a total of 1.1 million people,
mostly from the weaker sections of the society. Out of this, about 0.2 million are employed in the
organized sector, 40% of who are women. Remaining 0.9 million people are engaged in
unorganized footwear sector like rural artisans, cottage and household units etc. The Footwear
Sector is now de-licensed and de-reserved, paving the way for expansion of capacities on
modern lines with state-of-the-art machinery. To further assist this process, the Government has
permitted 100% Foreign Direct Investment through the automatic route for the Footwear Sector.
The European Union and the USA are the major markets for Indian Footwear accounting
for 79.95% and 9.22% share respectively in India’s total footwear export. The major markets for
Indian Footwear are Germany 16.66%, UK 16.31%, Italy 15.32%, USA 9.22%, France 7.81%,
Spain 5.10%, Netherlands 4.91%, Portugal 2.50%, UAE 2.48% and Denmark 1.18%. These
10countries together accounts for nearly 81.49% of India’s total leather products export.
Future growth of Indian footwear industry in India will continue to be market driven and
oriented towards the European and the US markets. Technology partnerships with major
merchandising houses in USA and market leaders in Europe are decided advantages in the
integrated developmental plan of India. An ambitious target of US$ 4.5 billion in respect of
Footwear export from India by 2010-12where the overall export of leather products will reach
US$7 billion, wherein footwear alone will account for a share of 65% in India’s total leather
export trade.
Key Issues & Facts
Indian footwear market is expected to grow at 19% CAGR by 2012 on growing demand
for women and children footwear, rising brand-consciousness and rising role of women in retail
Purchases. With growing demand for children and women footwear, the Indian footwear retail
market is projected to grow at a CAGR of about 19% between 2009 and 2012. Low cost of
footwear production is another major advantage with India which will help in sustaining
footwear demand in near future. India has tremendous untapped potential in the ladies and kids
footwear segment. Besides, women in India are becoming a key decision maker for most of the
retail buying like footwear as their role in family planning and contribution to income is
increasing. They have also been found doing impulsive buying for their kids during their visit to
shopping malls. Thus, this changing trend will definitely help in raising the demand for footwear
in India. Indian footwear market gives intensive qualitative and quantitative evaluation of the
market.
¾ Location: "Right Place, Right choice "Location is the most important ingredient for any
business that relies on customers, and is typically the prime consideration in a customer’s
store choice. Locations decisions are harder to change because retailers have to either
make sustainable investments to buy and develop real estate or commit to long term lease
with developers. When formulating decision about where to locate, the retailer must refer
to the strategic plan.
¾ Merchandise: The primary goal of the most retailers is to sell the right kind of
merchandise and nothing is more central to the strategic thrust of the retailing firm.
Merchandising consists of activities involved in acquiring particular goods and services
and making them available at a place, time and quantity that enable the retailer to reach
its goals. Merchandising is perhaps, the most important function for any retail
organization, as it decides what finally goes on shelf of the store.
¾ Pricing: Pricing is a crucial strategic variable due to its direct relationship with a firm's
goal and its interaction with other retailing elements. The importance of pricing decisions
is growing because today’s customers are looking for good value when they buy
merchandise and services. Price is the easiest and quickest variable to change.
¾ Target Audience: "Consumer the prime mover" "Consumer Pull", however, seems to be
the most important driving factor behind the sustenance of the industry. The purchasing
power of the customers has increased to a great extent, with the influencing the retail
industry to a great extent, a variety of other factors also seem to fuel their tailing boom.
¾ Scale of Operations: Scale of operations includes all the supply chain activities, which
are carried out in the business. It is one of the challenges that the Indian retailers are
facing.
CHAPTER 3
COMPANY PROFILE
Company information
The EMKE foot wears were incorporated in 2005. The company started with 60 efficient
workers. The company mainly producing foot wears. Evalu, Skipper, Rambler are the major
brands produced by the company. EMKE foot wears are owned by the Lulu group which is one
of the leading business groups in Middle East. EMKE foot wears were able to achieve around
five crore of turnover for last few years.
EMKE foot wares are a very good competitor among other players in the market. They
are mainly doing the sales activities through wholesalers and retailers. The company maintained
a good business environment which leads to future growth and clears the other complications
like strikes and stock scarcity. The company is aiming to expand its business to a larger level in
coming years.
Vision statement
“There is great meaning in life for those who are willing to journey” - Jim England
Mission statement
The heart-felt customer satisfaction is aimed in each product of EMKE foot care as through
dedication and drive the EMKE foot care would be the synonym of feet and footwear industry
throughout the world. Regarding the design and trend of footwear, EMKE really cares the varied
taste and preference of the customers.
Core Values
The Core Values that EMKE lives by are exclusive in their overpowering simplicity and
absolute effectiveness. They are:
1. Corporate Citizenship
2. Honesty
3. Transparency
4. Employee Satisfaction
5. Customer Orientation
6. Team Orientation
Quality Drive
The quality of EMKE products is highlighted by four factors. Exceptional quality of the raw
material, dedicated R&D, stringent quality control and unique product design. EMKEfootwears
are born out of pure latex. Growing to a special combination of additive for strength, lasting
power and comfort, it is wedded to pleasing aesthetic colors. Each and every piece is examined
minutely for ensuring perfection. Only then it goes out into the market- durable, comfortable and
stylish- to reach its valued customers.
Public relation
EMKE foot wears is trying to maintain a good relation with general public. It is enhancing
build their brand image and brand loyalty. They also maintain better relations with retailers and
wholesalers for smooth running of business.
Sales promotion
EMKE foot wears provides various sales promotion schemes to its dealers and customers
for increasing their sales. Such activities include boards and banners, T.V advertisements,
newspapers, etc.
Social ethics
The company has taken many measurements to maintain its corporate social
responsibilities towards the society. Some of which are been listed below:
• Mask.
• First aid facility.
• Dust extraction system which helps to suck the dust.
Leave
¾ The Indian footwear retail market is expected to grow at a CAGR of over 20% for the
period spanning from 2008 to 2012.
¾ Footwear is expected to comprise about 60% of the total leather exports by 2012 from
over 38% in 2006-07.
¾ Presently, the Indian footwear market is dominated by Men’s footwear market that
accounts for nearly 58% of the total Indian footwear retail market.
¾ By products, the Indian footwear market is dominated by casual footwear market that
makes up for nearly two-third of the total footwear retail market.
¾ As footwear retailing in India remain focused on men’s shoes, there exists a plethora of
opportunities in the exclusive ladies’ and kids’ footwear segment with no organized
retailing chain having a national presence in either of these categories.
¾ The Indian footwear market scores over other footwear markets as it gives benefits like
low cost of production, abundant raw material, and has huge consumption market.
¾ The footwear component industry also has enormous opportunity for growth to cater to
increasing production of footwear of various types, both for export and domestic market.
Major competitors
Severe competition exists in the foot wear industry. Most of the competition is from Kerala. But
the various marketing strategies followed by EMKE foot care products helps to get them good
sales.
GENERAL MANAGER
FINANCIAL MANAGER
MARKETING MANAGER
PRODUCTION MANAGER
STORE INCHARGE
ACCOUNTS INCHARGE
WORKERS
1.4 PRODUCT PROFILE
Brands of EMKE foot wears
Following are the two major brands produced by EMKE foot wares:
SKIPPER
RAMBLER
EVALU
Product line
Following are the different product lines maintained by EMKE foot wares to target the various
kinds of customers.
Method of production
Raw Materials: Rubber sole sheets, plastic straps, rubber straps, packing materials, etc. are used
as raw materials; PU & EVA are the major ingredients of all EMKE foot wears.
Process: Cutting of soles polishing of upper soles, punching of soles, fitting of straps, packaging
in cartoons, etc. are the major production process performed in the company.
Machinery: Sole cutting machines, polishing machines, punching machines, size plate
machines, electric motors, etc. are used for producing the foot wares as per the quality required.
OBJECTIVE OF STUDY
PRIMARY OBJECTIVE
• To determine the overall customer satisfaction of the EMKE Foot care Products,
Parappukara.
SECONDARY OBJECTIVE
• To identify customer perceptions of “key areas of weakness” and “key areas of strength”.
• To measure and prioritize areas where improvement will most affect customer
satisfaction.
• To identify key competition and determine competitive position.
• To study the tastes, preferences, and buying behavior of consumers in case of footwear of
EMKE.
• To analyze the factors which influencing the customers while purchasing EMKE
Footwears.
• The scope of the study is limited to the services offered by EMKE foot care products.
• Study objective is to examine the various factors which play their part in customer buying
behavior.
• The major dissatisfaction areas for the customers.
• The study considered the urban area of thrissur town.
• The sample under consideration consisted of the existing customers of EMKE foot care
products.
1.7LIMITATIONS OF THE STUDY
• In the personal interview method of primary data collection, there remains the possibility
of the bias.
• The time allotted for the interview may not be sufficient.
• Opinion of customers may be affected by personal bias.
• The survey is made only on the basis of a sample size of 50 agents only.
• This sample size is a limiting factor for the survey.
• The respondent are very busy, they are not ready to answer all questions in the
questionnaire.
CHAPTER 4
LITERATURE REVIEW
Marketing
Marketing is indeed an ancient art it has been practiced in one way or the other since the
days of Adam and eve. Its emergency as a management discipline, however, is of relatively
recent origin. And within this relatively short period, it has gained a great deal of importance and
stature, in fact today most management thinkers and practitioners the world over, regarding
marketing as the most important of all management function in any business.
Definition of Marketing
“Marketing is a social and managerial process by which individuals and group obtain what
they need and want through creating, offering and exchanging products of value with others”. -
Philip Kotler
“Marketing consist of all activities which a company adopts itself to its environment-
creativity and profitability”. - Roy Corey
The marketing concept was born out of the awareness that marketing starts with the
determination of customer wants and ends with the satisfaction of those wants the concept puts
the consumer both at the end of the business cycle. It stipulates that any business should be
organized around the marketing function, anticipating, and stimulating and meeting customer’s
requirements. The customer, not be corporation has to be the center of the business universe.
Marketing Research
Marketing research is a dynamic subject it has a wide coverage including marketing studies
relating to market product policies mean and methods etc. Marketing research begins even when
production is in the planning stage. It is also continuous throughout the lifetime of an enterprise.
It is thus a continuous operating although here may be some projects taken up for solving
specific problems of enterprise.Marketing research is the collection and interpretation facts that
marketing to get production Mix efficiently in to the hands of customers. Marketing research
encompasses all information pertinent to this task. It is the systematic objective and exhaustive
search from and study of facts relevant to any problem in the field of marketing.
“Marketing research is the systematic problem analysis, model building and fact for the
purpose of improved, model building and fact for the purpose of improved decision making and
control in the marketing of goods and services”. - Philips Kotler, Marketing Management
“Marketing research serves two major functions, it provides information for decision
making and it develops new knowledge”. - Robert Ferder, Hand Book of Marketing
Research
Philip Kotler:
‘Marketing Management’: Customer Satisfaction
Customer satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which correlate
with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also
vary depending on other factors the customer, such as other products against which the customer
can compare the organization's products.
1 Many companies are aiming for high satisfaction because customers who are just satisfied
still find it easy to switch when a better offer comes along. High satisfaction or delight
creates an emotional affinity with brand.
2 Variety of factors that affect customer satisfaction includes product quality, product
availability and after sales support such as warranties and services. Customer satisfaction is
seen as a proof of delivering a quality product or service. It is believed that customer
satisfaction brings sales growth, and market share. A company can always increase customer
satisfaction by lowering its price or increasing its services but this may result in lower
profits. Thus the purpose of marketing is to generate customer value profitability.
3 India is on the threshold of a new millennium. India chose for global economy, exposing her
to winds of change in the market place, which has expanded vastly and become fiercely
competitive. In the changed environment, decision makers view the marketing concept as
the key to success. Marketing in practice has to manage products, pricing, promotion and
distribution.
4 A successful product can be developed by exploding these opportunities. While delivering
the value of the consumer we make use of marketing support. This support is based on the
knowledge of consumers and distribution. Marketing support both at the introduction of
products and maturing is considered
6 The two major factors of marketing are the recruitment of new customers
(acquisition) and the retention and expansion of relationships with existing customers (base
management). Marketing methods are informed by many of the social, particularly
psychology, sociology, and economics. Anthropology is also a small, but growing,
influence. Market research underpins these activities. Through advertising, it is also related
to many of the creative arts.
7 For a marketing plan to be successful, the mix of the four P’s i.e. product, price, place,
promotion, must reflect the wants and desires of the consumers in the target market. Trying
to convince a market segment to buy something they don’t want is extremely expensive and
seldom successful. Marketers depend on marketing research , both formal & informal, to
determine what consumers want and what they are willing to pay for. Marketers hope that
this process will give them a sustainable competitive advantage. Marketing management is
the practical application of this process. The offer is also an important addition to the 4P’s
theory.
GALE:
Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."
In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget motel—even though its facilities and
service would be deemed superior in “absolute” terms.
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.As research on
consumption experiences grows, evidence suggests that consumers purchase goods and services
for a combination of two types of benefits: hedonic and utilitarian. Hedonic benefits are
associated with the sensory and experiential attributes of the product. Utilitarian benefits of a
product are associated with the more instrumental and functional attributes of the product.
Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold.
1. Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company’s goods and services.
Fix it,
sell the
improve it,
improved
make product
changes
ask
assess
customers if
progress(is it
they like the
selling?)
new product
2. Although sales or market share can indicate how well a firm is performing currently,
satisfaction is an indicator of how likely it is that the firm’s customers will make further
purchases in the future. Much research has focused on the relationship between customer
satisfaction and retention. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends, relatives
and colleagues. This can be a powerful marketing advantage.) Individuals who rate their
satisfaction level as “1,” by contrast, are unlikely to return. Further, they can hurt the firm
by making negative comments about it to prospective customers. Willingness to
recommend is a key metric relating to customer satisfaction
SKILLS OF MARKETERS
Marketers have 4 main skill sets that they bring to an enterprise:
1) Opportunity Identification:
Marketing begins before there is a product to sell. Many people think marketing is just
selling whatever comes out of the manufacturing plant. It's the job of marketing to
decide what comes out of the manufacturing plant in the first place. Before a business
can make money there must be opportunities for money to be made and it's marketing's
job to define what those opportunities are. Marketers analyze markets, market gaps,
trends, products, competition, and distribution channels to come up with opportunities to
make money.
2)Competitive strategy/positioning:
Markets consist of groups of competitors competing for a customer's business. The job of
marketing is to decide how to create a defensible sustainable competitive advantage
against competitors. Marketers conceive strategies, tactics, and business models to make
it hard if not impossible for competition to take away customers from their business.
3) Demand generation/management:
It's the job of marketing to create and sustain demand for a company's products.Marketers
manage demand for a company's products by influencing the probability and frequency
of their customer's purchase behavior.
4) Sales:
The ultimate goal of marketing is to make money for a business. In most company’s sales
is a different discipline and department from marketing. But in order for salespeople to
have any long term success in a company they must be led by marketing. The better job a
company does of identifying opportunities, creating a differential sustainable competitive
advantage, and generating demand for their products the easier it will be for salespeople
to make sales.
Companies obtaining complaints through their customer service centers, and further
suggestions were given by customers to satisfy their desires.
Companies should contact customers who have stopped buying or who have switched to
another supplier to learn why this happened.
Consumer behavior refers to the manner in which an individual reaches decision related
to the selection, purchases and use of goods and services.
Walters and Paul says that, consumer behavior is the process whereby the individuals
decide what, when, how and from whom to purchase goods & services.
RESEARCH METHODOLOGY
Research Methodology is an essential aspect of any project or research. It enables the researches
look at the problem in a systematic, meaningful and orderly way. Methodology comprises the
sources of data, selection of data, various designs and techniques used for analyzing the data.
Research
Research is a scientific and systematic search for pertinent information on a specific topic.
Research is an art of scientific investigation. Research considered as an effort to gain new
knowledge. Research finds out the solution for the problem. Research is essentially an
investigation, a recording and an analysis of evidences. The collected data as used for the new
purpose. A great research should by systematic, logical, empirical and replicable. The research
mainly has two approaches as qualitative approach and quantitative approach.
Quantitative approach involves the generation of data in quantitative form which can be
subjected to vigorous quantitative analysis in a formal and rigid fashion. Qualitative approach to
research is concerned with subjective of attitudes, opinions and behavior.
Methodology
Methodology is a scientific and systematic way to solve research problems. Researcher has
to design his methodology. Research methodology deals with research methods and takes into
consideration the logic behind the method. According to Clifford Woady research comprises
defining and refining problems, formulating hypothesis or suggested solutions, collecting,
organizing and evaluating data, making deductions and reaching conclusions, and at last
carefully testing the conclusions to determine whether they hit the formulating hypothesis.
Type of research
Research Design:
The research design is of descriptive in nature. Pre-planned design for analysis and structured
questionnaire is used for finding the primary data.Descriptive research is undertaken in order to
ascertain and be able to describe the characteristics of the variables of interest in a situation. The
goal of descriptive research is to offer the researcher a profile or to describe the phenomenon of
interest from an individual, industry-oriented or other perspective.
2.3 SAMPLING
Sample size
The sampling size includes male and female from different occupation, age...etc. The sampling
size was restricted to 100 because of the time constraints. Convenience sampling method was
adopted for this study.
Sampling technique:
Here, convenient sampling technique has been adopted for collecting the primary data.
Sampling Unit:
Here the researcher has randomly selected the 100 respondents from thrissur town.
Data Interpretation
Data interpretation is that in which we analysis the whole collected data & tries to give it in
simple words to be understandable.
2.4 METHODS OF DATA COLLECTION
All types of research require data so the basic problem of every enquiry is to collect facts and
figures relating to particular phenomenon under study. The collection of data in the primary step
is statistical investigation. Collection of data is a process of enumeration together with the proper
recording of results. The success of the enquiry depends upon proper collection of data. The
analysis of functional departments and the performance of EMKE Footcare Products were done
by the help of primary and secondary data.
Primary Data
Survey method is undertaken to find the customer satisfaction and opinion. A survey was
conducted among the people of thrissur town by the aid of well-structured questionnaire. The
primary data was collected through structured questionnaire method.
Secondary Data
Secondary data was collected from organization’s records, journals, books and website provided
by the company. The sources of secondary data in this project area:
9 Magazines
9 Journals
9 Websites
Following are the different tools are used for analyzing the data:
Ranking method
Pie chart
Bar diagram
Tabulation method
Chi-square Method
Questionnaire
All the above tools are used for the complete analysis of data.
CHAPTER 5
After the data has been collected, analysis is made from questionnaire and tabulation method is
followed. Tabulation is a technique procedure where in data is classified and put in the form of
tables. The tables thus obtained were analyzed with statistical tools like percentages and pie
diagram so that interpretation would be precise and easy.
a. Percentage Method
b. Chi-Square
Chi-square applied in statistics to test the goodness of fit to verify the distribution observed data
with assumed theoretical distribution. Therefore it is a measure to study whether two characters
are dependent or independent. Thus chi-square test describes the discrepancy between actual data
and expected frequencies.
Assumption
1. The two set of data must be based on the same sample size.
2. There must be two observed set of data or expected set of data in rows and
columns
3. Each cell in the data contains an observed or expected count of five or larger.
Application of Chi-Square
If the calculated value is less than the tabulated value at a certain level of significance, the fit
considered being good and hence the hypothesis is accepted. But when it is vice-versa, when the
calculated value is greater than the tabulated value, then it is not considered being the goodness
of fit.
This test enables to explain whether two attributes are associated or not. In this null hypothesis,
the two attributes that are independent, which means that, one factor does not have any
associates with each other.
In this case if the calculated value is less than its table value, then the hypothesis which means
the two attributes is independent or not associated .It is vice-versa when the calculated value is
greater than the tabulated value .The attributes are associated.
In calculating arithmetic mean we suppose that all the items in the distribution have equal
importance.
________________________________
Total respondents
3.1PICTORIAL CHARTS
AGE GROUP:
No. of respondent
30‐40
Above 40
Interpretation:
From this we can interpret that 72% of respondents were above 30-40 years, and 28% of
respondents were between above 40 years old.
GENDER:
No. of respondent
Male
Female
Interpretation:
From this we can interpret that 55% of the respondents were males and 45% of the respondents
were females.
INCOM
ME LEVE
EL:
Income Lev
vel No. of respondent
r Percentagee
1-3 Lakkh 65 65
3-5 Lakkh 35 35
Total 100 100
70
60
50
40
30
20
10
0
1‐3
3 Lakh 3‐5 Lakh
Interpreetation
In this we
w can interpret that 65%
% of responddents were frrom the incoome level of 1 to 3 Lakhh p. a,
and 35% % of respondeents were abbove 3 Lakh p. a. which indicate thaat average inncome groupps are
major thee customers of the comppany.
Table No.1. Table showing whether the respondents are aware about EMKE footwear
Chart No. 1. Chart showing whether the respondents are aware about EMKE footwear.
100 100
90
80
70
60
50
40
30
20
10
0
0
Yes No
Interpretation:
It is clear from the above chart that 100% of the respondents were aware about EMKE foot
wears.
Table No.2.Table showing the respondents opinion about EMKE footwear’s
Chart No.2. Chart showing the respondents opinion about EMKE footwear.
100
90
80
70
60
50
No. Of respondent
40
30
20
10
0
Excellent Very Good Fair Poor
Interpretation:
About 42% have the opinion that it is fair, 36% opining very good, 20% say it is excellent &
only 2% opining it is poor.
Table No.3.Table showing about easy availability of EMKE footwear’s
Chart No.3. Chart showing opinion about easy availability of EMKE footwears.
100
90
80
70
60
50
40 No. Of respondent
30
20
10
0
Highly Agree Neutral Disagree Highly
agree disagree
Interpretation:
The above chart reveals that 46% of the respondents agree with the statement easy availability of
EMKEfoot wears, 35% of them highly agree, 10% of them have a neutral opinion about the
statement, 7% of them disagree with the statement& only 2% highly disagree. Majority of the
respondents agree with the statement easy availability of EMKEfootwears.
Table Noo.4.Table sh
howing sourrce of awareeness of EM
MKE footwear
30
25
20
15
10
No. Of respon
ndent
5
0
Interpreetation:
The abovve chart reveeals that only 14% of thhe respondennts come to know
k about EMKE foottwear
through TV
T advertiseements, 20%
% of them thrrough internnet, 29% of thhem throughh boards/bannners,
30% of them
t through
h print mediia,7% of theem know it from
f retailerr.Majority off the respondents
comes too know aboutt EMKE foootwear througgh printed media
m & alsoo through boaards/bannerss.
Table No.5.Table showing opinion about whether the advertisement is effective
70
60
60
50
40
40
30 No. Of respondent
20
10
0
Yes No
Interpretation:
The above chart reveals that 60% of the respondents disagree that EMKE advertisements are
effective & 40% opining it is effective. Most of respondents disagree that EMKEadvertisements
are effective.
Table No.6.Table showing the respondents opinion about the statement “EMKE footwear’s
Price is reasonable”
Chart No.6. Chart showing the respondents opinion about the statement “EMKE
footwear’s price is reasonable”
100
90
80
70
60
50
No. Of respondent
40
30
20
10
0
Costly Moderate Cheap
Interpretation:
The above chart reveals that 85% of the respondents say that EMKE footwear’s price is
moderate, 15% of them opining that it is cheap & none of them say that it is costly. Majority of
the respondents are with the opinion that EMKE’s foot wears price is reasonable.
Table No.7.Table showing the respondents opinion about the statement “EMKE footwear’s
designs are good”
Chart No.7. Chart showing the respondents opinion about the statement “EMKE
footwear’s designs are good”
100
90
80
70
60
50 41 39
40
30
20 13
10 5
2
0
Highly agree Agree Neutral Disagree Highly disagree
Interpretation:
The above chart reveals that 41% of the respondents agree with the statement EMKE footwear’s
designs are good, 39% of them have a neutral opining about the statement, 13% of them are
disagree 5% of them highly agree and 2% of them highly disagree with the statement. Majority
of the respondent are agreeing with the statement EMKE footwear’s designs are good.
Table No.8.Table showing the opinion about long lasting of EMKE footwears
Chart No.8. Chart showing the opinion about long lasting of EMKE footwears
100
90
80
70
60
50
40
30
20 No. Of respondent
10
0
Interpretation:
From the above chart it is found that 44% of the respondents very satisfied with the long
lastingness of EMKE footwear, 28% of them are extremely satisfied, 19% of them are somewhat
satisfied, 9% of them are slightly satisfied and no one were dissatisfied. Majority of the
respondent are very much satisfied with the Long lastingness EMKE footwears.
Table No.9 The respondent’s opinion about the statement “Quality of EMKE footwear is
up to mark”
Chart No.9 The respondent’s opinion about the quality of EMKE footwear
100
90
80
70
60
50
No. Of respondent
40
30
20
10
0
Yes No
Interpretation:
From the above chart it is clear that 66% of the respondents neutral with the quality of EMKE
footwear, 23% of them are agree on the statement, 9% of them are highly agree and 2% of them
disagree with the statement. Majority of the respondent is agreeing with the statement that the
quality of the EMKE footwear is up to mark.
Table No.10.Table showing the opinion about the comfortableness of EMKE footwear’s
Chart No.10. Chart showing the opinion about the comfortableness of EMKE footwear
Poor
Fair
No. Of respondent
Very good
Excellent
0 10 20 30 40 50
Interpretation:
From the above chart it is found that 46% of the respondents agree that the comfortableness of
EMKE footwear is excellent, 38% of them agree that it is very good, 16% of them say it is good,
none of them disagree with the statement.Majority of the respondent is agreeing with the
statement that it feel comfort when wearing EMKE footwears.
Table No.11.Table showing whether the product is safe in terms of health
100
90
80
70
60
50
No. Of respondent
40
30
20
10
0
Yes No
Interpretation:
From the above chart it is found that 94% of the respondents agree with the safeness of EMKE
footwear & only 6% of them disagree with the statement. Majority of the respondent is agreeing
with the statement that EMKE footwears don’t make any harm to health.
Table Noo.12.Table showing
s thee brands wh
hich come too the minds of respondeent when
mentioning the worrd footwear other than EMKE Fooot wears.
40
35
30
25
20
No. Of respon
ndent
15
10
5
0
Lunar VKC footwearr Bata
Footwear
Interpreetation:
Chart No.13. Chart showing the respondents opinion about the statement “EMKE
footwear’s varieties are good”
100
90
80
70
60
50
40
42
30
20 27
23
10
8 5
0
Very much Much Neutral Little Not much
Interpretation:
The above chart reveals that 42% of the respondents neutral with the statement EMKE
footwear’s varieties are good, 27% of them much agree about the statement, 23% of them are
only little satisfied,
8% of them very much agree and 5% of them not much agree with the
statement. Majority of the respondent have a neutral opinion about the statementEMKE
footwear’s varieties are good.
Table No.14.Table showing opinion about availability of discounts
100
90
80
70
Excellent
60
Very good
50
Fair
40
Poor
30
20 Very poor
10
0
Excellent Very good Fair Poor Very poor
Interpretation:
The above chart reveals that 35% of the respondents good with the statement availability of
discounts on EMKE footwear, 33% of them agreed that it is very good, 17% of them are
disagreed and 15% of them highly disagree with the statement. Majority of the respondent
satisfied with the statement that availability of discounts on EMKE footwear.
Table No.15.Table showing the ranking of factors while choosing EMKE footwear.
Rank
1 2 3 4 5 5 7 8 9 10
Reasons
Style& Design 14 25 10 23 10 6 8 3 1 0
Quality 13 26 12 29 11 2 3 2 0 2
Price 3 3 9 21 31 21 4 3 0 5
Comfort 52 12 7 8 3 1 4 2 3 8
Long
10 22 44 11 3 4 5 1 0 0
lastingness
Advertisement 0 0 1 3 2 8 2 13 28 43
Easy access 0 3 2 2 3 9 15 23 31 12
Safety to health 2 6 3 2 4 14 35 11 12 11
Brand image 6 3 7 0 30 22 11 15 4 2
0 0 5 1 3 13 13 27 21 17
Variety
Rank
1*10 2*9 3*8 4*7 5*6 6*5 7*4 8*3 9*2 10*1 Score Rank
Reasons
Style &
140 225 80 161 60 30 32 9 2 0 739 4
Design
Long
Lastingness 100 198 352 77 18 20 20 3 0 0 788 2
Advertisement
0 0 8 21 12 40 8 39 56 43 227 10
Easy 0 27 16 14 18 45 60 69 62 12 323 8
Access
Safety to health
20 54 24 14 24 70 140 33 24 11 414 7
Variety 0 0 40 7 18 65 52 81 42 17 322 9
Total score is obtained by giving 10 points to 1st rank, 9 points to 2nd rank, 8 points 3rd rank, 7
points to 4th rank, 6 points to 5th rank, 5 points to 6th rank, 4 points to 7th rank, 3 points to 8th
rank, 2 points to 9th rank and 1 point to 10th rank.
900
800
700
600
500
400
300
200
100
0
Analysis:
The above chart reveals that the factors considered most important reason for choosing EMKE
footwear are comfort as the first factor, long lastingness as the second factor, quality as the third
factor, style and design as the fourth factor, price as the fifth factor, brand image as the sixth
factor, safety to health as the seventh factor, easy access as the eight factor, variety as the ninth
factor and advertisement is the tenth factor.
Table No.16.Table showing the opinion about statement "extent advertising and sales
promotion bring awareness of EMKE footwear’s".
Chart No.16. Chart showing opinion about the statement "extent advertising and sales
promotion bring awareness of EMKE footwear’s".
Highly disagree
Disagree
Neutral
No. of respondents
Agree
Highly agree
0 10 20 30 40 50
Interpretation:
The above chart reveals that 45% of the respondents agree towards the statement extent
advertising and sales promotions bring awareness of EMKE footwear, 33% of the respondents
highly agree with the statement, 22% of them are neutral with the statement. Most of the
respondents opinioned agree on the statement that extent advertising and sales promotion bring
'awareness' of EMKE footwear.
Table No.17.Table showing opinion about the question ‘What comes to your mind when
you hear the word ‘EMKE foot wears. ”
From the above chart it reveals that most of the respondents have a mixed opinion 27% chose
EMKE Footwear’s because of its comfort, 24% due to good quality, 22% because of its low
price, 16% for safety & about 11% for its availability.
Table No.18. Table showing the opinion to the statement “whether reputation of EMKE
foot wears induces customers to buy”
Highly agree 30 30
Agree 50 50
Neutral 10 10
Disagree 8 8
Highly disagree 2 2
Chi-Square
Variables Respondents
Highly Agree 30
Agree 50
Neutral 10
Disagree 8
Highly disagree 2
Total 100
EXPECTED FREQUENCY:
Variables Respondents
Highly Agree 28
Agree 48
Neutral 10
Disagree 8
Highly disagree 6
Total 100
CALCULATION:
30 28 2 4 0.143
50 48 2 4 0.083
10 10 0 0 0
8 8 0 0 0
2 6 -4 16 2.667
FORMULA:
O – Observed frequency
E – Expected frequency
∑ [(O-E) 2 / E] = 2.893
= (5-1)
= 4
H0 is accepted.
Interpretation:
Hence, from the chi-square test it is found that EMKE foot wears have a good brand image in the
market, which induces the customers to buy their foot wear products.
Table No.19.Table showing the respondents opinion of EMKE foot wears with other
players in total
Excellent 22 22
Very good 44 44
Good 32 32
Poor 2 2
Very poor 0 0
= 386/100
= 3.86
Analysis: this value lies between 3 and 4; in this case between the parameter fair and good, the
inference is that over all is near to the parameter' good'
2 0
22
32
Excellentt
Good
fair
Poor
Very poor
44
Interpreetation: As per
p analysis the average is 3.86 i.e. most
m of the respondent opinioned
o thaat
Emke foootwears are “Very
“ good”” when comppared to otheer companiees.
Table No.20.Table
N showing op
pinion abou
ut the quesstion ‘Woulld you recoommend EM
MKE
foot weaars to otherss”
No. off
Variables P
Percentage
respondeents
Yes 70 70
No 30 30
Total 100 100
Chart No.18.Chart showing the opinion of respondents
100
90
80
70
60
50
40
30
20
10
0
Yes No
Interpretation:
The above chart indicates that 70% of respondents would recommend EMKE foot wears to
others. 30% of respondents would not recommend EMKE foot wears to others.
3.2SWOT ANALYSIS
Strengths
Weaknesses
Local foot wear manufacturing with cheaper products reduces the demand for the
products.
Due to high labour cost company is not in a position at the costs unorganized units
produce.
Lack of advanced machineries leads to limit the quality of products in a certain level.
Due to huge expense for advertisements the company limited the promotions to a
necessary level.
Frequent changes in the trend leads to change the models which require more labour and
effort.
Opportunities
New technologies help to introduce new brands to capture the market share.
The company can enter in to shoe manufacturing field, which will increases the brand
image and reputation.
The company can expand its distributor area.
Growing demand for the foot wear products enable the company to experiment on new
models.
Threats
&
CONCLUSION
4.1 FINDINGS
9 Almost all respondent were aware of Emke footwears. This awareness is the result that
the company is maintaining a good brand image & quality.
9 About 42% have the opinion that Emke foot wears is fair, 36% opining very good & 20%
say it is excellent. This shows that the customers are very much satisfied with the
product.
9 Most of the respondents(46%) agree with the statement that there is easy availability of
EMKE foot wears, 35% of them highly agree.This is because of the good distributional
level & better retailer/ wholesaler relations maintained by the company.
9 Majority of the respondents comes to know about EMKE footwear through printed
media(30%)& also through boards/banners(29%).
9 Most of respondents (60%)disagree that EMKE advertisements are effective.This shows
that the company have to increase their advertisement level via t.v & internets.
9 Most of the respondents are having the opinion that the price of Emke foot wears is
moderate (85%). This reveals that the Emke footwear’s price is reasonable.
9 Most of the respondents (41%) are agree with the statement EMKE footwear’s designs
are good. This reveals that the company gives a good interest in providing new designs to
the customers.
9 Majority of the respondents (44%) are very much satisfied with the Long lastingness
EMKE foot wears.It indicates that EMKE foot wears are fulfilling the customer
requirements.
9 Majority of the respondents (66%) are agreeing with the statement that the quality of the
EMKE footwear is up to mark.From this we can ensure the quality of the foot wears
provided by EMKE.
9 Majority of the respondent is agreeing with the statement that it feel comfort when
wearing EMKE foot wears. This is the indication that they do perfectly as they said in tag
line.
9 Majority of the respondent (94%) is agreeing with the statement that EMKE foot wears
don’t make any harm to health. This shows that it is safer to health & creates no further
problems.
9 Majority of the respondents mind recall Lunar footwear (38%) when mentioning the
word ‘footwear’. VKC footwear with 35% is also near & about 27% prefers Bata
footwear.This shows the good reputation of the other players in the market.
9 Majority of the respondents i.e (42%) have a neutral opinion about the statementEMKE
footwear’s varieties are good.This shows that the company have to introduce more
innovative varieties that can easily attract the new & existing customers.
9 Majority of the respondents(35%) satisfied with the statement that availability of
discounts on EMKE footwear.The company is providing good offers & it should be
continued on a increased basis.
9 Most important five factors that induce the customerswhile choosing footwear in the
respondents opinion on the basis of ranking are; comfort as the first factor, long
lastingness as the second factor, quality as the third factor, style and design as the fourth
factor, price as the fifth factor.
9 Most of the respondents (45%) opinioned agree on the statement that extent advertising
and sales promotion bring 'awareness' of EMKE footwear. This shows that advertising &
sales promotion must be increased for future sales increase.
9 Most of the respondents have a mixed opinion 27% chose EMKE Footwear’s because of
its comfort. This shows that the company is fulfillng their customer requirements.
9 From the chi‐square test it is found that EMKE foot wears have a good brand image in
the market, which induces the customers to buy their foot wear products.
9 Majority of respondents(70%) would recommend EMKE foot wears to others. This
shows the confidence level of customers over EMKE foot wears.
4.2 SUGGESTIONS
The Product now enjoys a strong brand image, but to sustain it in future and to face
competition the company has too improve some product attributes like quality, reliability,
designs etc…
The company providing only retailer/dealer contest, there is no offers and promotions for
general public, in a tough competing the company might raise the customer’s expectation
through new promotional measures.
The company may win the major market share when it launches new variant products in
reasonable time intervals. The new varieties should be advertised among pubic through
different Medias.
It is not easy to become the product leader in the market; the company is facing tough
competition from the rivals, to become product leader the company has to formulate
strategies to overcome the competition.
Try to reduce the wastages as much as possible to avoid expenses and losses.
Provide control over pollution, and maintain good business environment throughout the
production process.
4.3 RECOMMENDATIONS
¾ The company is successful in bringing the awareness among public through television,
now it is age of FM radio, the company may advertise through this channel it would be
more effective. ‘
¾ Since the company enjoying the brand name EMKE, the company can launch umbrellas
and other new products in Kerala.
¾ Celebrity marketing is the new trend in promotion which can easily attract the customer
to the brands.
¾ The company can start new production units, which helps them to widen the business and
capture more market shares.
¾ Formulate new strategies to overcome the hurdles and clear the growing path.
¾ Install new updated machineries to increase the quality and quantity of production.
¾ Ensure the performance level of management and working personnel’s for the smooth
functioning of the business.
CHAPTER 7
CONCLUSION
Customer satisfaction has an important part in every industry. Now a day’s every companies are
struggling to exist in the market. But EMKE have a good place in the minds of the customers.
Every company in the industry is looking for better opportunity to outshine other companies in
the same industry. From the customer satisfaction survey received many customer suggestions to
the company; it will help to improve the customer relation. The study was conducted in Kerala
and the data collected through questionnaire from hundred sample respondents. From the study
the researcher concluded the company having good brand image& customers are very much
satisfied with the product & its services. In order to make the good become excellent the
company needs to work on some product attribute as well as in promotion attributes.
ANNEXURE
PERSONAL INFORMATION
Name :
QUESTIONNAIRE
4. What are the sources through which you know about EMKE foot wares?
a) Yes b) No
7. Do you agree that the designs of EMKE foot wears are good?
a) Yes b) No
13. Are you satisfied with the varieties provided by Emke footwear’s?
a) Very much b) Much c) Neutral d) Little e) Not much
15. How will you rank EMKE foot wears from 1 to 10, on the followingattributes?
Style & design Safer to health
Quality Variety
Price Advertisement
16. Do you agree that extending of advertisement and sales promotion brings awareness of
Emke footwear’s?
a) Highly agree b) Agree c) Neutral d) Disagree e) Highly disagree
17. What comes to your mind when you hear the word ‘EMKE foot wears’?
a) Low price b) Good quality c) Comfortableness d) Availability e) Safety
18. Do you think that the reputation of EMKE foot wears induces customers to buy?
a) Highly agree b) Agree c) Neutral d) Disagree e) Highly disagree
19. How will you consider EMKE foot wears with other players in total?
a) Excellent b) Very good c) Good d) Poor e) Very poor
Suggestions
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REFERENCE:
BOOKS:
¾ Philip Kotler, Principles of marketing ,Pearson publications Ltd 11th Edition Year 2006
¾ Managing Customer Satisfaction by Gale
¾ Research Method‐ Donald.R.Cooper 1994
¾ Hand Book of Marketing Research by Robert Ferder
Manuals:
¾ Company Manuals of EMKE foot wears
Websites visited:
¾ www.ehow.com
¾ www.EMKE footwears.com
¾ www.footwearsinfoline.tripod.com
¾ www.businessdictionary.com