CHAPTER-I INTRODUCTION

GENERAL INTRODUCTION
The introduction of globalization and liberalization make the world to become competitive. The internet make the world a small village. The use of internet helps the companies to reach the customer in the remote areas. The world has become a global market. The companies wish to exploit the world and to be a global marketer. This leads the companies in the stage of cut-throat competition. Most of the companies face the threat of stopping their activities, and are out of the market. Most of the companies having profitability, incurred huge losses. New firms are entering the market with new strategies and programmes. The firms which are survived, change their strategies and plans with the trend of the market. Due to the fast changing trends in the global market, the companies invent new strategies and they started new operations by using these strategies. At the same time, due to increasing competition, customer become the king of the market. At this venture the companies adopt new strategies to satisfy the customers. Organizations make their future plans and programmes according to the changing tastes and preferences of customers. Different products have different customers like necessity products, durable products, industrial products etc. To satisfy the customers. existing companies adopt different programmes. Mainly the customers are divided in to three. They are wholesalers, retailers and ultimate consumers. Some companies depends on the wholesalers and retailers to sell their products to the ultimate consumers. To satisfy the customers, company provides free gifts and services. It is necessary to improve the performance of distribution channel. It helps the company to reach its products in to the remote areas. And it helps to expand the business and market new products.

If the customers are satisfied they are ready to purchase more products of the company. This leads to increase the reputation of the company and to create a brand image in the minds of the consumers. It helps the company to capture major market share and to become leader in the market. This report focuses the fact that the customer satisfaction influences the marketing of products of Star plastics. The observation that the necessity of promotional measures affect the growth rate of sale and expansion of the business is specified in this project

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE
To study and analyse the influence of customer satisfaction on the marketing of the products of STAR PLASTICS.

SECONDARY OBJECTIVES
To identify the customers opinion about the quality of the product offered To know about the innovations made by the company on their products to face competition. To. determine special features considered by a customer while selecting the To know about the service provided by the company having more customer preference. To identify the customers opinion about the brand loyalty of star plastic products. STAR PLASTIC products by STAR PLASTIC.

INDUSTRY PROFILE
PLASTIC INDUSTRY
The use of plastics continued to grow during the late 1950's and 1960's. This led to the growth of petrochemical industry, which is the major producer of the raw material for plastics. Engineers found new uses'for plastics in medicine, space research, industry and architecture. Polymer chemists developed several new plastics that are especially resistant to chemicals and extreme heat. Throughout the 1970'?' and 1980's, plastics continued to find new applications. PVC pipes and hoses are now fast replacing the conventional metal pipes in many applications ie., building constructions, water supplies, sanitary fittings etc. Rigid PVC fittings are the integral and essential part of PVC pipe system and these are required wherever PVC pipelines are laid. The efficiency of PVC pipe systems depends on the quality of the fittings used. The commonly used PVC fittings are Socket, T's, Elbows, Bends and \ Joints. The demand of PVC fittings is related tot eh consumption of PVC pipes and keeping in view the growing trends in the utilization of PVC pipes for a variety of applications the demand for fittings is likely to grow substantially. The plastic industry is thus poised for significant changes with sustained growth rate in all its facets in future.

COMPANY PROFILE
A BRIEF HISTORY OF STAR
The history of STAR is the history of PVC pipe fittings production in south India. It all began in 1984 when Mr. P.K Paul, an enterprising young man with a daring vision, started a small PVC pipe fitting production unit in Mullurklcara, Thrissur, Kerala. His aim was to manufacture high quality pipe fitting and market them at reasonable prices. Till then this field was dominated by against all odds and soon carved a niche for his products in the Kerala market. Within a shots span of time, his Company made inroads into the South and North Indian markets. In 1988, Star become the first PVC pipe fittings manufacture in South India to receive the prestigious ISI mark for quality. This was followed by the second phase of market expansion, which found Star setting up office in various states and emerging as one of the leading pjayers I its field. In 1994 Star began the production and marketing of flexible hoses under the brand name Starflex. To cope with the new responsibilities, Mr. P.K. Paul inducted Mr. Bobby Paul, his eldest son .Though a loving father, PauI inducted Mr. P.K.Paul, the great visionary, Naturally the mantle fell on Mr. Bobby Paul. He along with his brother Antio, who was handling the overseas operations and technological affairs of the company, took up the resins With Dubai as the base of overseas operations, the company made its presence felt in countries like Qatar, Muscat, Entire UAE, Saudi Arabia, Egypt, Iran, Russia, South Africa, etc. In 2000,to take on the challenges of globalization , star setup a core team and applied for ISO certification. Meeting the standards of TUV, Germany, the auditing body, was no mean task .But perseverance and hard work paid off In August 2001 star became the first PVC pipe fittings manufacturer in South India to receive the ISO-9002 certification. The highest benchmark for quality.

Five years from now, Star aims to be a Rs . 100 core business group with.a dominant position in PVC pipe fittings, pipes, flexible hoses, building materials etc. To realise this dream, Star has chalked out an ambitious expansion programme. Plans for backward integration, diversification, etc.are on the anvil.

OBJECTIVES OF THE COMPANY

To take appropriate steps to minimize waste age and Optimize the quality of products in cost effective Manner wastage will be reduced progressively by 5% each year each year. To make available high quality products to at a reason able price through active employee. To stress on prevention of defects rather them To improve the sales and marketing by year. To always ensure timely delivery of products and reflect quality in all activity

ORGANIZATION STRUCTURE

Organization structure is primarily concerned with the allocation of task and delegation of authority and responsibility amongst the numbers of enterprises
Managing Director

Directors

General Mgr.

Finance

Purchas

Production

Marketing

Accounts
Bank Accounts AAACCOUNTS

Branch & Factory Managers

Clerk
PC I PC 3 PC 5

aAccounts
BR1 BR2 BG3 BR4 BR5

PC 2

PC 4

PC 6

Manager

Marketing

Administratio

Sales Executive

Asst. Manager

Administrati Marketing

on

PRODUCTS AND TECHNOLOGY

No Products Technology

(A) 1 2 3 (B) 1 2 3 4 5 1 (D) 1 2 (E) 1 2

PVC Pressure fittings Star Plastics Lisna Inc. Starimplex industries LLC PVC SWR Fittings Shine star New star Silver star Fine Polymers Lisna Tech PVC Suction and delivery hoses Star flex PVC pipes Star pipes Star PVC pipes and fittings ISI Marked Elbow (ISI) TEE(ISI)

Injection moulding Injection moulding Injection moulding Injection moulding Injection moulding Injection moulding Injection moulding Injection moulding Extruition Extrution Extruition Injection moulding Injection moulding

SYSTEM OF ACCOUNTS

Star Group of company follows the double entry system. This is a special form of final accounts in greater detail accompanied by a number of statistical statement the understandings which adopt this system of presenting their final

accounts require large amount of fixed capital and it is permanently invested in fixed assets. The balance Sheet is prepared and presented in two points ie capital account and general balance sheet capital account displays on the debit or expenditure side capital expenditure increased on the acquisition of fixed assets and on the credit is receipts side receipts on capital account such as shows debentures premium on showes and debentures fixed loans and calls received in advance

HUMAN RESOURCES
This department performs the functions of manpower planning salary administration, industrial relations trading welfare measures and grievance handling human resource manager are the head of this department.

MANPOWER IN STAR
SI.NO NAME NUMBER

1. 2. 3. TOTAL

MANAGERS SKILLED WORKERS SEMISKILLED WORKERS

68 270 112 450

EMPLOYEE BENEFIT
Star Group of company provides amenities according to factories act. ESI, PF, Gratuity, Bonus and also

provides medical insurance, canteen facility, traveling allowances and all

FEATURES OF ORGANIZATION
1. Indian made foreign collaborated equipments are used for production 2. Highly qualified and experienced person and worked 3. Training for every plastic processor at every job level

4. Teaching from the plastic point of view 5. Produce bottom line results for the clients 6. Teacher the fundamentals strongly, improving the core knowledge roughly.

CHAPTER II

COMPANY PROFILE

LITERARY REVIEW
CUSTOMER SATISFACTION
Consumer is the central figure of all marketing activities. It is the consumer who determines the growth, prosperity and even existence of a business enterprise. Hence the marketer should always feel the pulses of consumers. What goes on in the mind of a consumer is difficult to understand. The marketer nee to understand fully the working of buyers mind and series suitable strategies to create a favorable orientation in the mind of consumers. He

must plan his production and distribution to suit the needs and convenience of consumer rather than his own. He must have a clear understanding of consumer behaviour. The study of consumer behaviour is helped in understanding the purchase the purchase behaviour and preference of different customer. This enables the marketer to design appropriate marketing strategies. Consumer from expectation about the value of the marketing offer and make buying decisions based on these expectations. Consumer satisfaction depends on the products actual performance in relation to buyers expectations. A customer might experience various degrees satisfaction. If the products performance falls short expectation, the consumer is dissatisfied. delighted. Consumer satisfaction refers to the level perception of the buyer resulting from comparing the perceived performance of the product or services in relation to the expectations of the buyer. It is the extent to which a products perceived performance matches a buyers expectation. Most of the buyers from their expectations on the basis of their previous experience, or the opinion of friends, relatives, marketers and competitor for information and premises. Thus some of the companies make provocative statement of satisfaction to attract more consumer. Consumer satisfaction is the key for the success of any business. Marketers are finding ways to impress customers with various things because they know that satisfied customers are the greatest assets of a firm. Customer satisfaction leads to increased corporate profitability. It is less expensive to maintain existing customer satisfied customer tend to purchase more frequently and is greater volume than less satisfied ones. Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. If the performance exceeds the expectations, the consumer is high satisfied or

If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction because customer who are just satisfied still find it easy to switch when a better offer comes along. That who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional affinity with the brand, not just a rational preference. The result is high a rational preference. The result is high customer loyalty customers expectations are influenced by their past buying experience, friends and associates advice, and marketers and competitions information and promises. If marketers raise expectations the buyer is likely to be disappointed. For customer centered companies, customers that active high customer satisfaction is both a goal and marketing tool. Companies that achieve high customer satisfaction ratings make sure that their target market knows it. The customer-centred firm seeks to create high customer satisfaction, its main goal is not to maximize customer satisfaction. First, company can increase customer satisfaction by lowering its price or increasing its services. But the result may be lower profits. Second, the company might be able to increase its profitability by means other than increased satisfaction. Third, the company has many stakeholders, including employees, dealers, suppliers and stockholders. Spending more to increase customer satisfaction might divert funds from increasing the satisfaction of other partners. Ultimately, the company must operate on the philosophy that it is trying to deliver a high level of customers satisfaction to the other stakeholders within the constraints of its total resources.

ANALYSIS OF CUSTOMER SATISFATION

Satisfaction refers to a person feeling of pleasure or disappointment resulting from comparing a products perceived performance in relation to his expectation. As services are invisible and which are inseparable from the person who extends it, they can gain confidence and goodwill though efficient and prompt customer only. The services offered by the organizations are subjective in nature and it is perceived by the customers according to their mental frame. Customer satisfaction is the first casually for any organization. So the product and services should be designed in such a way that it may suit the needs and demands of both the existing and the prospective customers. If the services

offered by the organization can please the customers definitely it will develop good customer relation, reduce complaints and increase the business.

Analysis of the data

The customer satisfaction is measured by collecting the opinion of the customers by using a pre-structure schedule, which contains five dimensions of customer satisfaction namely personal relationship, product features, and logistics. Transaction cost and image. dimension. The analysis is done by preparing separate indices for each statement and by preparing a composite index for each

Consumers Buy product satisfaction

The marketer should also know what type of goods are purchased by consumers, such type of goods may be either consumer goods or industrial goods which may be further subdivided into convenience goods, shopping goods and specialty goods. Whenever a consumer makes a purchases, he in effect, buys an assortment of items or elements or components, he buys satisfaction; He gets this satisfaction, he experience and enjoys satisfaction. Only by using up the utilities or want, satisfying capacities present in goods and services. Some times, the services are supplied by the sellers or interior decorators and furnishers, who offer services analyzing a buyers circumstances and needs. They install, inspect, adjust, service, provide necessary equipment for and train

buyer to use the equipment, machines or appliances they sell. At other times, the services are supplied by the manufacturers themselves. To get satisfaction from purchase consumer expects that quality of the product he buys will not only be uniform and consistent but will also have an improvement in quality over time. The quality of a product includes every feature and services which affect the products capacity to give satisfaction to consumers. The seller must, therefore decide the degree of quality he should offer to the buyers of his product size, shape, color, type, design, appearance, raw materials, workmanship functional performance (economy, durability, efficiency) are the example of determination of quality. The improvement needed in the product may production staff . competitors. Research and development personal) from customers and prospects from suppliers and even from

Consumers Buy price

Consumers buy price, ie, price is a basic consideration in practically all consumer decisions to buy or not to buy. It is a well accepted fact that consumers desire to buy is unlimited, but consumers desire to buy is unlimited, but consumers ability to buy is surely limited. Therefore, while buying the consumers obility to buy is surely limited. Therefore , while buying the consumer decides which product will give him or her maximum satisfaction. The company management should therefore, first decide upon n the objectives in pricing, according to Lanzollotti may be: I. Achievement target return on investment on net sales II. To stabilize prices

III. Maintain or improve target share the market IV. Meet or prevent competition and V. Maximize profits

Tools for measuring consumers satisfaction

Companies use the following methods to measure how much consumer satisfaction they are creating.

1. Complaint and suggestion system

A customer centered organization makes it easy for customer to make suggestions or complaints. Suggestions and complaint boxes are common nowa-days

2. Consumer satisfaction surveys

Some companies obtain a direct measure of customer satisfaction by periodic surveys. They send questionnaires to a random sample of their customer to find out how they feel about various aspects of the companys performance and also solicit views on their competitors performance. A high

positive word of mouth score indicates that the company is producing high customer satisfaction.

3. Ghost shopping
Another useful way to gather a picture of customer satisfaction is hire persons to pose as potential buyers to report their findings on strong and weak points they experienced in buying the companys and competitors products.

4. Lost customer analysis

Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. 5.

Customer contact or front line employers

Employees who have direct contact with customers can be an excellent

source of information about customer satisfaction. They are the first to know about both what delights customers and what disappoints them. Front line or customer contact employees must be trained to observed and listen to customers and handle and report problems with customers.

RESEARCH PROBLEM
The area of research was 'A survey to assess how the customer satisfaction influences the marketing of products of STAR PLASTICS'. The statement is to identify the problem that the consumer satisfaction is a major fact which influence the marketing of the product. STAR has created a better reputation and improved quality of products and services which also influences the marketing of products. STAR is one of the India's largest consumer durable marketing company. STAR has operations in more than half a dozen countries. The company is not only providing wide range of products, but also importing and marketing high quality of products.

Most of the retailers are not satisfied with the present price, profit margin, advertisement, and other beneficiary schemes compared with other competitors of plastic products. The consumers face the problem of increasing price of products than the plastic products of other companies. Although company is trying to maintain a good relationship with the retailers and then* ultimate consumers, but not fully succeeded. Consumer have an opinion that STAR is surviving in the market on the basis of past-reputation created in the minds of consumers. Consumers have a brand loyality towards their products.

The problem faced by the company is briefly as follows:

1.
Some of the retailers store the products, and make sales only to those persons, who ask the specific brand name such as STAR PVC pipe fittings. 2. There is a need for increasing the promotional activities and it is necessary to improve the performance of distribution channel in to remote areas.

LIMITATIONS OF THE STUDY

The study was fully based on customers of the company. The star plastic

company's direct customers are their dealers and the researcher provides more preference to the dealers of STAR PLASTIC Company. Study was confined only to Thrissur district. From this only 50 customers are considered. Hence it might not be an accurate representation of the entire industry. There was only 30 days for the duration of the project work. Hence time was also a constrain to undertake an extensive study. Changing trends in the market, and preferences of the consumers are also affect the accuracy of the project work.

CHAPTER-III

DATA ANALYSIS

AND INTERPRETATIONS

INTRODUCTION
Data analysis is done only after editing, coding, classification and tabulation of data. After making this process the data become meaningful information. After analyzing the data; it should be interpreted.

Respondents

Thrissur 50 50

Total
50

Consumers Total

50

Simple percentage analysis

Simple percentage analysis/percentage analysis refers to a special kind of ratio. With the help of absolute figures it will be difficult to interpret any meaning from the collected data, but when percentages are find out then it becomes easy to find the relative difference between two or more attributes. It is often used in data presentation for they simply number reducing all of them to a zero to hundred which fact facilitates relative comparisons. Formula used for calculations

Percentage =

Number of respondent s in each group Total Re spondents

x100

PRODUCTS FROM STAR PLASTICS TABLE NO. 1

SL NO 1
2 3 NAME OF PRODUCTS PIPES FITTINGS SWR FITTINGS TOTAL NO OF RESPONDENTS
15 25 10 50

PERCENTAGE 30 50 20
100

60 50 40 30 20 10 0 Pipes Fittings SWR Fittings 30 20 50

INTERPRETATION
From the above table it can be observed that thirty percentage of dealers deal with the PVC pipes, fifty percentage of dealers deal with PVC pipe fittings and twenty percentage of dealers deal with SWR fittings of STAR PLASTICS.

OPINION OF CUSTOMERS ABOUT THE INCREASING COMPETITIVENESS OF STAR PLASTIC PRODUCTS

TABLE NO.2
SLNO OPTIONS 1
2

NUMBER OF PERCENTAGE RESPONDENTS

43 86 14 100

YES NO

7
50

INTERPRETATION
From the above table we can be observed that eighty six percentage of dealers have a better opinion about the increasing competitiveness of STAR PLASTIC products and fourteen percentage of dealers have no opinion about the increasing competitiveness of star plastic products.

PRICE OF STAR PLASTIC PRODUCTS OFFERED BY STAR PLASTICS

TABLE NO.3
SLNO OPTIONS NUMBER OF RESPONDENTS PERCENTAGE
28

1
2

HIGH
MEDIUM

14

25

50

LOW TOTAL

11 50

22 100

INTERPRETATION
From the above table we can find out that twenty eight percentage of dealers have an opinion that the price offered by STAR PLASTIC is high and fifty percentage have an opinion that the price offered is medium ie products have reasonable price and twenty two percentage of dealers have an opinion that there also low priced products.

EVALUATION OF PROFIT MARGIN OFFERED BY THE STAR PLASTICS TABLE NO.4

SL NO 1
2 3

OPTIONS
EXCELLENT

NUMBER OF PERCENTAGE RESPONDENTS 10 17

14

20 34
28

VERY GOOD GOOD

SATISFACTORY TOTAL

9
50

18 100

40 35 30 25 20 15 10 5 0
EXCELENT VERY GOOD GOOD SATISFACTORY

34 28 20

18

INTERPRETATION
From the above table we can find out that, twenty percentage of dealers have answered that profit margin offered is excellent, thirty four percentage of dealers says that there is a good profit margin, twenty eight percentage of dealers says that there is a good profit margin and is percentage of dealers says that there is a satisfactory profit margin offered by STAR PLASTICS.

SPECIAL FEATURES CONSIDERED WHILE SELECTING STAR PLASTIC PRODUCTS TABLE NO.5
SLNO FEATURES NUMBER OF PERCENTAGE RESPONDENT S 20 7 40 14

1 2

QUALITY SERVICE

3
4

BRAND EQITY

14 9
50

28 18 100

PROFIT
TOTAL

45 40 35 30 25 20 15 10 5 0

40

28

18 14

QUALITY

SERVICE

BRAND EQUITY

PROFIT

INTERPRETATION
From the above table we can find out that fourty percentage of dealers consider service; twenty eight percentage of dealers consider brand equity of the company and eighteen percentage of dealers consider to select star plastic product

OPINION ABOUT THE QUALITY OF THE PRODUCT OFFERED BY STAR PLASTICS TABLE NO.6
SLNO 1 OPTIONS EXCELLENT NUMBER OF RESPONDENTS
10

PERCENTAGE 20

2 3 4

GOOD SATISFIED UNSATISFIED TOTAL

25

50 26
4 100

13
-

50

60 50 40 30 20 10 0
EXCELLENT GOOD SATISFIED UNSATISFIED

50

26 20

INTERPRETATION
From the above table we can find out that twenty percentage of dealers have the opinion of quality of product is excellent; fifty percentage of dealers had good opinion; twenty six percentage of dealers are satisfied in the quality of product and four percentage of dealers are unsatisfied and are at the opinion that the quality of the product shall be improved

OPINION ABOUT THE ATTRIBUTERS OF STAR PRODUCTS

Table NO.7
Technology No. of respondents Percentage Options No.of respondents Durability Percentage No. of respondents Quality Percentage External appearance No. of respondents Percentage

Sl.No

1 2 3

Poor Satisfactory Very good Total

1 23 26 50

2 46 52 100

22 28 50

44 56 100

1 17 32 50 100

2 34 64

5 37 8 50

10 74 16 100

INTERPRETATION
From the above table we can find out that two percentage of dealers have a poor opinion about the technology; fourty six percentage of dealers have satisfactory opinion about the technology; and fifty two percentage of dealers have a very good opinion about the technology. Forty four percentage of dealers have a satisfactory opinion about the durability of products;

Fifty six percentage of dealers have a very good opinion about the durability of the products. Two percentage of dealers have a poor opinion about the quality; thirty four percentage of dealers have a satisfactory opinion about the quality and sixty four percentage of dealers have a very good opinion about the quality of the products. Two percentage dealers are having negative opinion about the external appearance of the product; seventy four percentage of dealers have a satisfactory opinion about the external appearance and sixteen percentage of dealers have a very good opinion about the external appearance of the product

INCREASING NUMBER OF DISTRIBUTION CHANNEL IS HELPFUL TO INCREASE THE MARKETING OF STAR PLASTIC PRODUCTS TABLE N0.8
SLNO 1 OPTIONS YES NUMBER OF RESPONDENTS 38 PERCENTAGE 76

NO TOTAL

12 50

24 100

NO 24%

YES 76%

INTERPRETATION
From the above table we can find out that seventy six percentage of dealers have agriculture positive opinion that the increasing number of distribution channel is helpful to increase the marketing of products; twenty four percentage of dealers are against this opinion.

RATING OF THE PRODUCT DELIVERY

TABLE NO.9

SLNO 1 2 3 4

OPTIONS VERY GOOD GOOD AVERAGE POOR TOTAL

NUMBER OF RESPONDENTS 14 28 7 1 50

PERCENTAGE 28 56 14 2 100

INTERPRETATION
From the above table we can find out that twenty eight percentage of respondents answered that the product delivery is very good; fifty six percentage of respondents answered that the product delivery is good and fourteen percentage of respondents, are of the opinion that there is only an average rating of product delivery, and two percentage of respondents are having negative opinion about product delivery.

SATISFACTION OF CONSUMERS ABOUT THE ADVERTISEMENT PROVIDED BY THE STAR PLASTICS FOR THEIR PRODUCTS Table No. 10
Sl.No 1 2 Options Yes No Total Number of Respondents 40 10 50 Percentage 80 20 100

NO 20%

YES 80%

INTERPRETATION
From the above table we can find out that eighty percentages of respondents have agriculture better opinion about the advertisement provided by the STAR PLASTICS.

Twenty percentages of respondents are having negative opinion about the advertisement provided by the company.

EVALUATION OF THE SERVICE OFFERED BY STAR PLASTICS

TABLE NO. 11
SLNO 1 2 3 OPTIONS EXCELLENT MOSTLY AVAILABLE NOT AVAILABLE TOTAL NO OF RESPONDENTS 15 32 3 50 PERCENTAGE 30 64 6 100

INTERPRETATION
From the above table we can find out that thirty percentage of respondents have answered that there is excellent service provided by the company. Sixty four percentage of respondents answered that service offered by the company is mostly available. Six percentage of respondents are of the opinion that the service provided by the company is not available at sometimes.

GUARANTEE AND WARRANTY OFFERED BY STAR PLASTIC FOR THEIR PRODUCTS

TABLE NO. 12 SLNO 1
2 3 4

OPTIONS
EXCELLENT GOOD

NUMBER OF PERCENTAGE RESPONDENTS 8

24 16 2

16
48 32

SUFFICIENT INSUFFICIENT
TOTAL

4 100

50

INTERPRETATION
The observation from the above table was sixteen percentage of respondents have an excellent opinion about the guarantee and warranty offered by STAR plastics. Forty eight percentage of respondents are having good opinion about the guarantee and warranty offered by the company. Thirty two percentage of respondents have a sufficient opinion and four percentage of dealers answered that the scheme of providing guarantee and warranty is insufficient.

PRODUCTS OFFERED BY THE STAR PLASTICS HAVING MORE CUSTOMER PREFERENCES

TABLE NO 13
SLNO OPTIONS 1 2 3 PVC PIPES FITTINGS SWR FITTINGS TOTAL NUMBER OF RESPONDENTS 14 26 10 50 PERCENTAGE 28 52 20 100

INTERPRETATION
From the above table it can be observed that twenty eight percentage of respondents answered that PVC pipes have more customer preferences; fifty two percentage of respondents answered that fittings have more customer preferences; twenty percentage of respondents have answered that SWR fitting have more customer preferences.

CREDIT FACILITY PROVIDED BY STAR PLASTICS

TABLE NO. 14
SLNO OPTIONS 1 2 NUMBER OF PERCENTAGE RESPONDENTS 27 23 50
54 46 100

YES
NO TOTAL

INTERPRETATION
From the above table we can find out that fifty four percentage of respondents have answered that the company provided credit facilities and forty six percentage of respondents answered that there is no such criteria.

SATISFACTION OF DEALERS WITH THE CURRENT DISCOUNT STRUCTURE OF STAR PLASTICS

TABLE NO. 15
SLNO 1 2 OPTIONS NO OF RESPONDENTS YES NO TOTAL 33 17 50 PERCENTAGE 66 34 100

INTERPRETATION
From the above table it can be observed that sixty six percentage of respondents answered that there exists a current discount structure; thirty four percentage of respondents are of the opinion that they are not enjoying the benefit of current discount structure.

STAR PLASTICS PROVIDED FREE GIFTS OF SERVICES TO MOTIVATE THE CUSTOMERS.

TABLE NO. 16
SLNO 1 2 OPTIONS YES NO TOTAL NUMBER OF RESPONDENTS 43 7 50 PERCENTAGE 86 14 100

INTERPRETATION
From the above table it can find out that eighty six percentage of respondents are of the opinion that STAR PLASTICS provided free gifts or services; fourteen percentage of the respondents are of the opinion that there is no motivational measures taken by the company by providing gifts or services.

MEASURES TAKEN BY THE DEALERS TO MAINTAIN BETTER CUSTOMER RELATIONSHIP

TABLE NO.17
SLNO 1 2 OPTIONS YES NO TOTAL NUMBER OF RESPONDENTS 42 8 50 PERCENTAGE 84 16 100

INTERPRETATION
From the above table it can be observed that eighty four percentage of respondents have an opinion that the company take measures to maintain better customer relationship; sixteen percentage of respondents have an opinion that the company take no measures to maintain better customer relationship.

AVAILABILITY (TIME/LOCATION) OF STAR PLASTIC PRODUCTS.

TABLE NO. 18
SLNO 1 2 3 OPTIONS HIGHLY SATISFIED SATISFIED UNSATISFIED TOTAL NUMBER OF RESPONDENTS 17 30 3 50 PERCENTAGE 34 60 6 100

INTERPRETATION
From the above table it can find out that thirty four percentage of the dealers are having the view that time management with regard to the availability of the product is quite satisfactory; sixty percentage of dealers are satisfied; six percentage of dealers are unsatisfied about the availability (time/location) of STAR PLASTIC products.

BRAND LOYALTY OF STAR PLASTIC PRODUCTS

TABLE NO. 19
SLNO 1 2 3 4 OPTIONS VERY GOOD GOOD SATISFACTORY POOR NUMBER OF RESPONDENTS 16 28 6 PERCENTAGE 32 56 12 -

TOTAL

50

100

INTERPRETATION
From the above table it can be find out that thirty two percentage of respondents have a very good opinion of brand loyalty towards STAR PLASTIC products; fifty six percentage of respondents have a good opinion about the brand loyalty towards STAR PLASTIC products; and twelve percentage of respondents have a satisfactory opinion about the brand loyalty towards the STAR PLASTIC products.

THE ATTRIBUTE SHOULD BE IMPROVED

TABLE N0.20
SL NO 1 2 3 4 ATTRIBUTES TECHNOLOGY DURABILITY QUALITY EXTERNAL APPEARANCE NUMBER OF RESPONDENTS 10 13 8 18 50 PERCENTAGE 20 26 16 36 100

TOTAL

INTERPRETATION
From the above table it can be find out that twenty percentage of respondents are of the opinion that there should be technological improvement, twenty six percentage of respondents have an opinion that durability attribute should be improved, sixteen percentage of respondents have an opinion that quality attribute should be improved; and thirty six percentage of respondents have an opinion that external appearance should be improved.

CHAPTER-IV

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS

1.

Fifty six percentage of dealers deal with STAR fittings. Most of

the dealers deal with other STAR products also and are ready to provide services to the company in the future also. 2. Most of the respondents are of the opinion that the competitiveness of STAR plastic product is very good and this attract them to deal more products. 3. 4. 5. 6. 7. Majority of the respondents are of the impression that there is a Quality and goodwill are the special features considered by the Most of the dealers have a good opinion about the profit margin Majority of the dealers have an opinion that durability and Eighty four percentage of dealers says that increasing number of reasonable price for the products of STAR plastics. respondents to purchase or select the star plastic product. offered by the star plastic technology used in star products are very good. distribution channel is helpful to increase the marketing of products. But at the same time there is a need for improving the performance of distribution channel. 8. 9. Majority of dealers says that there is a product delivery system. Most of the dealers have an opinion that the company make promotional measures like advertisement for their products 10. The respondents have a good opinion about the guarantee and warranty provided by the company. 11. Star fittings are the best sellers and are highly preferred by customers. 12. The respondents have a very good brand loyalty towards star plastic products. 13. Most of the respondents are satisfied in the availability of the products.

14. Majority of the respondents have an opinion that the external appearance of the products should be improved. 15. Eighty four percentage of respondents have an opinion that the company maintain better customer relationship.

RECOMMENDATIONS AND SUGGESTIONS

1. Company support to dealers should be improved. Meetings of dealers should
be conducted in district or area wise and handle their problems in these meetings. 2. Better advertisement and other promotional measures should be provided by the company. 3. External appearance of products should be improved. It is better to provide more colours and colour mixing to attract the customers. 4. Make people aware about the importance and presence of high percentage resin granules in star compared to other brands. 5. There is a need to improve the performance of distribution channel, hence to reach the star plastic products in the hands of customers of remote areas. 6. Provide more beneficial schemes to attract dealers and other consumers. 7. Plumbers and electricians should be made aware of the products and its utilities, in order to influence them to purchase star products.

CONCLUSION

The study was conducted for analyzing the influence of customer satisfaction in the marketing of products of STAR plastics. The customers are attracted to purchase the product because of its quality and reputation retained by star plastics. The company also maintains better customer relationship. Changing trends and preferences influence the marketing of products. The company provides promotional measures and advertisements to attract more customers. By making this research it should be proved that the satisfaction of customers highly influenced the marketing of products, that is the hypothesis set earlier is to be proved. When one consumer purchase a product and use it and he satisfied in it, then he again purchase the same branded product. Thus customer satisfaction is a major influencing factor on the marketing and sale of the products.

BIBLIOGRAPHY

REFERENCES

Compton's Pictured Encyclopedia and Fact- Index; F.E Compton & Company -Chicago. 1956 Kotler, Philip, "Marketing Management", Prentice hall of India Pvt Ltd. Eighth Edition, New Delhi, 1996. Sharma.. Dr.D.D, "Marketing Research", Sultan Chand & sons-1998 Venugopalan. K, "Research methodology", Calicut University Central Cooperative Stone Ltd No:4347,2004

Website: http//www.stargroupind.com

APPENDIX

QUESTIONNAIRE
NAME OF OUTLET: THRISSUR MILL STORES PLACE: A SURVEY TO ASSESS HOW THE CUSTOMER SATISFACTION INFLUENCES THE MARKETING OF PRODUCTS OF STAR PLASTICS INTERVIEW SCHEDULE 1) Which of the following products you deal from Star Plastics? a) Pipes b) Fittings c) S.W.R. Fittings

2) Do you think that increasing competition motivates the firm to make its products more competitive? a) Yes 3) b) No

What is your opinion about the price of Star Plastic product offered by Star

Plastics? a) High b) Medium c) Low

4) How do you evaluate the Profit margin offered by the Star Plastics? a) Excellent b) very Good c) good d) Satisfactory

5) What are the special features considered by you while selecting the Star Plastic products? a) Quality b) Service c) Brand equity d) Profit

6) What is you opinion about the quality of product offered by Star Plastics? a) Excellent b) Good c) Satisfactory d) Poor

7) What is you opinion about the following attributes of Star products?

Attributes Technology Durability Quality External appearance

Poor

Satisfactory

Very good

8) Do you think that increasing number of distribution channel is helpful to increase the marketing of Star Plastics Products? a) Yes b) No

9) How will you rate the Product delivery? a) Very good b) Good c) Average d) Poor

10) Are you satisfied with the advertisement provided by the Star Plastics for their products a) Yes b) No

11) How would you evaluate the Service Offered by Star Plastics? a) Excellent b) Mostly available c) Not available

12) What is your opinion about the guarantee and warranty offered by Star Plastic for their Product? a) Excellent b) good c) Sufficient |d) Insufficient

13) Which of the following products offered by Star Plastics having more customer Preferences? a) PVC Pipes b) Fittings c) SWR Fittings

14) Whether the Company provided any credit facility?

a) Yes

b) No

15) Are you satisfied with the current discount structure of the Star Plastics? a) Yes b) No

16 Whether the CC motivating you by giving any free gifts or services? a) Yes b) No

17) Whether the shop maintains any kind of customer relationship measures? a) Yes b) No

18) What is you opinion about the availability (Time/Location) of Star Plastics Product? a) Highly Satisfied b) Satisfied c) Unsatisfied

19) What is you opinion about the Brand Loyalty of Star Plastic products? a) Very good b) Good c) Average d) Poor

20) According to your which attribute should improve a) Technology b) Durability c) Quality d) External appearance

DEALERS ADDRESS

IGXATIOUS MILL STORES, THRISSU LINK LINE ELECTRICALS, THRISSUR LAVISH ELECTRICALS AND SANITATIONS THRISSUR MILL STORES

 SAKTHAN SANITATIONS SURVEY Survey of 50 sampling units