A STUDY ON CUSTOMER RETENTION At Inkmark Printing Solutions Pvt Ltd.

,
BY

RAMSARATHY, M B Reg. No.: 1067453 OF

Rajalakshmi Institute of Technology

A PROJECT REPORT Submitted to the FACULTY OF MANAGEMENT SCIENCES

In partial fulfillment of the requirements For the Award of the Degree

OF

MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITY CHENNAI-600025 AUGUST, 2011

BONAFIDE CERTIFICATE

Certified that this Project report titled A Study on Customer Retention, undertaken in Inkmark Printing Solutions Pvt Ltd., Chennai is the bonafide work of Mr. M.B. RAMSARATHY, who carried out the research work under my supervision. Certified further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Internal Guide (FACULTY GUIDE)

Department of Management Studies Rajalakshmi Institute of Technology

(Head of the Department)

Department of Management Studies Rajalakshmi Institute of Technology

ACKNOWLEDGEMENT

I am indebted to our chairman Mr. S. MEGANATHAN, for providing an excellent environment and infrastructure at Rajalakshmi Institute of Technology, Kuthambakkam, for successfully completing the Summer Project.

I thank our director, Mrs. Dr. THANGAM MEGANATHAN for providing all the required facilities for completing the Project work. I thank our Principal, Dr. E. N. GANESH for providing all the required facilities for completing the Project work.

My sincere Thanks to our beloved Head of the Department, Mrs. Dr. SHANTHI NACHIAPPAN, for permitting me to do this project work.

I would like to thank Mr. KAMLESH Managing director, Inkmark Printing Solutions Pvt Ltd., for permitting me to carry out the project in the Organization.

Next I would like to thank Mr. C. GOPINATH the Deputy Manager whose active interest in the project and insight helped me to define and formulate my approach towards the project. I also thank the respondents and other employees for providing me valuable data and guidance.

I thank my Internal Guide, Mrs. Dr. SHANTHI NACHIAPPAN, for her contributions to this project and in providing me with valuable points in completing this project.

I also thank the other faculty members for providing me their kind co-operation and valuable help in completing the project work.

DECLARATION

I hereby declare that the project entitled A STUDY ON CONSUMER RETENTION with reference to INKMARK PRINTING SOLUTIONS PRIVATE Ltd., CHENNAI, submitted to Anna University for the award of the degree of Master of Business Administration is a record of work done by me. I also declare that this project has not been previously submitted for the award of any certificate, diploma, and associate ship or any other similar title.

PLACE: DATE:

TABLE OF CONTENTS

CHAPTER

TITLES ABSTRACT LIST OF TABLES LIST OF CHARTS

PAGE NO

I INTRODUCTION 1.1 INDUSTRIAL PROFILE. 1.2 COMPANY PROFILE. 1.3 ORGANIZATION CHART. NEED FOR THE STUDY 4 7 8 9

II III IV V VI VII VIII

REVIEW OF LITERATURE OBJECTIVES OF THE STUDY RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION 6.1 FINDINGS OF THE STUDY, 6.2 SUGGESTION AND RECOMMENDATIONS CONCLUSION

10 12 13 18 42 44 45

8.1 LIMITATIONS OF THE STUDY.

46

APPENDICES ANNEXURE-1 ANNEXURE-2 47 48

ABSTRACT
Customer Retention is very important for the companies these days. Its the process which helps to retain customers and highlights in all the organizations. Though the term CUSTOMER RETENTION is common, many would be at a loss to define what actually Customer Retention is, Trust and Satisfaction plays a vital role in retaining customers. Whenever a regular customer leaves the products, it creates product failure or market failure for the product. So, the organization losses business relationships with their valuable customers and their goodwill from the society as well as the products image. Modern marketing managers and people-product relationship administrators are greatly interested in attracting and increase the value of the product and customers in each organization, in such a way that it will contribute to the maximum satisfaction level, quality, quantity growth and zero defects among their products.

This study is an outcome of the topic called A study on Customer Retention in Inkmark Private Ltd.,. The study is undertaken at Royapettah, Chennai. The survey is carried out in the company called INKMARK PRIVATE LTD for a period of one month.

The main objectives of this study is to know the buying behavior of customers, attitudes from customers about the locality and product also the satisfactory level of customers towards the product and company.

35 samples are taken to the study for Customer Retention level in among their product. Questionnaire is used as research instrument to find out the primary and secondary objectives from their customers. From the study it is identified that they are lack in offers and discounts, customer service are the major problems for the retention polices in that company.

LIST OF TABLES
S.No 5.1.1 5.1.2 5.1.3 5.1.4 5.1.5 5.1.6 5.1.7 5.1.8 5.1.9 5.1.10 5.1.11 5.1.12 5.1.13 5.1.14 5.1.15 5.1.16 5.1.17 5.1.18 5.1.19 5.1.20 5.1.21 Respondents Residential Respondents Gender Respondents Age level Respondents Marital Status Experience with Product and Services Respondents rating level among Delivery Performance Respondents rating level among Email & Online order Respondents rating level among Internet requests Respondents rating level among their Telephone handlings Affordability rate of respondents Accessibility rate of respondents Rating Pricing systems Sales performance level by respondents Level of handling Complaints and Requests Pricing and Quality Standard level Respondents rating on customer care services Respondents rating on time taken for investigating complaints Ratings according to communication level Respondents rating level on the location of the store Respondents overall experience level Level of recommendation to neighbors by respondents TABLE NAME PAGE.NO 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

LIST OF CHARTS

S.No 5.1.1 5.1.2 5.1.3 5.1.4 5.1.5 5.1.6 5.1.7 5.1.8 5.1.9 5.1.10 5.1.11 5.1.12 5.1.13 5.1.14 5.1.15 5.1.16 5.1.17 5.1.18 5.1.19 5.1.20 5.1.21 Respondents Residential Respondents Gender Respondents Age level

CHART NAME

PAGE.NO 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

Respondents Marital Status Experience with Product and Services Respondents rating level among Delivery Performance Respondents rating level among Email & Online order Respondents rating level among Internet requests Respondents rating level among their Telephone handlings Affordability rate of respondents Accessibility rate of respondents Rating Pricing systems Sales performance level by respondents Level of handling Complaints and Requests Pricing and Quality Standard level Respondents rating on customer care services Respondents rating on time taken for investigating complaints Ratings according to communication level Respondents rating level on the location of the store Respondents overall experience level Level of recommendation to neighbors by respondents

CHAPTER- I INTRODUCTION

1.1 INDUSTRIAL PROFILE THE COMPANY:

We are a professionally managed ISO 9001:2008 certified company with over 10 years of experience in executing Printing products such as Cartridges, Toners and Printing powders. We manufacture both Color and Black & White Printers and Cartridges. The company was promoted in 2001 by entrepreneurs with a combined experience of over 50 years experience in the Printing Machinery industry. Since inception, the company has built up a creditable list of satisfied customers spread across both the Public & Private Sector Industries in India. The company has also exported Cartridges, Toners to customers in Nepal, Middle East, and Sri Lanka.

TURN OVER:

Our turnover for the financial year 2010-11 was Rs.13.16 Crore.

PRODUCTS OFFERED:

 Ink Cartridge: Two cartridges, one with black ink one with colour inks installed in an Inkjet Printer. An ink cartridge or inkjet cartridge is a replaceable component of an Inkjet Printer. that contains the ink that is deposited onto paper during printing. Each ink cartridge contains one or more partitioned ink reservoirs; certain manufacturers also add electronic contacts called chips that communicate with the printer.

Since replacement cartridges from the original manufacturer of the printer are often expensive, several vendors produce "compatible" cartridges as less expensive alternatives. These cartridges sometimes have more ink than the original OEM-Branded ink cartridges and may produce the same, better, or inferior quality, depending on a variety of factors, including the vendor's ability to duplicate the ink formulation in all respects. Although compatible cartridges "have been designed to be interchangeable with an OEM cartridge," they have been known to cause serious damage to some makes and models.

This can be especially problematic when the use of these cartridges leaves the printer void of warranty - a policy which varies from country to country. Some cartridges have incorporated the printer's head include HP and DELL. The precision parts required generally make the cartridges more expensive, but the printers are cheaper since they don't include the precision print head. Other cartridges don't include the print head and so can cost less, though the printers tend to be somewhat more expensive.

 Toners: Toner is a powder used in laser printers and photocopiers to form the printed text and images on the paper. In its early form it was simply carbon powder. Then, to improve the quality of the printout, the carbon was melt-mixed with a Toner particles are melted by the heat of the fuser, and bind to the paper. In earlier machines, this low-cost carbon toner was poured by the user from a bottle into a reservoir in the machine. Current machines feed directly from a sealed cartridge, which is usually a proprietary design. Although manufacturers go to great lengths to frustrate the process, empty cartridges are sometimes refilled by third-party vendors. Modern toners are intended for use in color copiers and printers come in cyan, magenta, yellow and black (CMYK).

INFRASTRUCTURE :

 Manufacturing Facilities: We have an ISO 9001:2008 Certified manufacturing unit in the Chennai and Bangalore for quality Inkjets, Cartridges and Toners with a capacity of producing 1000 to 2500 Cartridges per day by using latest technology in our manufacturing plants.

DESIGN CAPABILITY :

We have delivered our products to more than 20000 satisfied customers overall India and abroad in the last 8 years. We have a trained with sufficient designed equipments and

practical sessions for designing our range of products.

AFTER SALES SERVICE:

We have been supporting all our customers both during the warranty period as well as post warranty with both service and spare parts support. This is one of the key reasons we get repeat business from most of our customers.

1.2 COMPANY PROFILE

Basic Information

Company Name: Business Type: Product/Service (We Sell): Product/Service (We Buy): Address: Brands: Number of Employees: Company Website URL:
Ownership & Capital

INKMARK PRINTING SOLUTIONS (P) LTD., Manufacturer Cartridges, Toners.

Ink

#31, Perumal Mudali Road, Royapettah, Chennai 600 014. Inkmark Cartridges & Toners 67 http://www.inkmark.biz

Year Established: Ownership Type:

2000 Partnership

Trade & Market

Main Markets:

Nepal Africa Sri Lanka Middle East

Total Annual Sales Volume: Export Percentage: Total Annual Purchase Volume:

13.16 crore

1% - 10% 11.20 crore

1.3 ORGANIZATIONAL CHART

Managing Director

Chief Operating Officer

Production Manager

Administration Manager

Factory Manager

Marketing Manager

Maintenance Engineer

Production Engineer

Finance Accountant

Sales Representatives

Electricians

Shift In charge

Planning

Purchase

Stores

Delivery Section

Operators

Loading & Unloading

NEED FOR THE STUDY

The success of any marketing organization depends on their products and customers.

Customers and their feedbacks are valuable for Inkmark Printing Solutions (P) Ltd.,

The Customer satisfaction and retaining policies by the company is very low. This study helps to improve their retaining methods and policies to attract more customers.

The study was mainly undertaken to identify the level of customer satisfaction and their attitude towards the product and location of the company.

This study can be helpful in knowing, why the customers moving from usage of one product to another product.

This study can be helpful to the management to improve its core weaknesses by the suggestions and recommendations prescribed in the project.

This study can serve as a basis for measuring the organizations overall performance in their retention methods and policies towards customer satisfaction.

CHAPTER II REVIEW OF LITERATURE

2.1 What is Customer Retention? Customer Retention is the ability for a company to keep its existing customers. It is the measure of a companys ability to provide enough value with its products and services for customers to keep them coming back for more. It is the process when customer is intended to buy the product and services at next favorable buy occasion. These products are called long purchase cycle products. Customer retention is more than giving the customer what they expect, its about exceeding their expectations so that they become loyal advocates for your brand. Customers value rather then maximizing profit and shareholder value at the centre of business strategy. Customer retention to a great extent depends on service quality and customer satisfaction. Trust and Satisfaction plays a vital role in retaining customers. It becomes main drive which in turn is rewarded in terms of monetary basis. At times, when customer faces any form of failure in the service they continue to believe in the product as they would have had good experiences in the past. Customer retention does not make sure that the customer is loyal. Customer retention is a strategic process to keep (or) retain existing customers and not letting them to diverge (or) defect to other suppliers (or) organizations for business. Retained customers can double a companys revenue. Hence treating them with utmost importance helps the customers have an excellent experience and they would continue to appreciate and remain loyal customers in long run. 10

2.2 REASONS FOR WHICH THE PEOPLE MOVE FROM THEIR USAGE OF ONE PRODUCT TO ANOTHER PRODUCTS:

 Lack of advertisements.  Decrease in Quality & Quantity standards.  Lack of availability of spares.  Durability & Reliability.  Short life span for the product.  Lack of Offers & Discounts by the supplier.  Increase in Substitutes and Complimentary goods.  Lack of Customer care services.  Location of the store.  Lack of technology in the product.  Prestige, Image and Goodwill.

11

CHAPTER III

OBJECTIVES OF THE STUDY

 To know the satisfactory level of customers.

 To identify the factors which gives dissatisfaction to customers.

 To know the attitudes among the products and location of the store.

 To know the reasons, why customers step forward to other products.

 To find and improve the methods of effective customer retention policies.

12

CHAPTER IV RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis data in a manner that aims to combine relevance to the researcher purpose with economy in procedure. It constitutes the blueprint for the collection, measurement and analysis of data. As such the design includes an outline of what the researcher will do form writing the hypothesis and its operational implication to the final analysis of data. More explicitly, the design decisions happen to be in respect of;  What is the study about?  Why is the study being made?  Where will the study be carried out?  What type of data is required?  Where can the data are found?  What periods of time will the study include?  What will be the sample design?  How will the data be analyzed?  In what style will the report be prepared?  What techniques of data collection will be used? The Research Design undertaken for the study is Descriptive one. A study, which wants to portray the characteristics of a group or individuals or situation, is known as Descriptive study. It is mostly qualitative in nature.

13

4.2 TYPES OF DATA COLLECTED

 Primary Data Questionnaires are prepared and circulated among the customers of Inkmark private limited. Most of the questions are consist of multiple choices. This will help us to find out their ratings on Inkmark limited through their products, services and customer satisfaction levels etc.,

 Secondary Data Secondary data was collected from Internets, various books, Journals, and Company Records.

4.3 QUESTIONNAIRE CONSTRUCTION Questionnaires were constructed based on the following types,

y y

Close ended questions Multiple choice questions

4.4 DEFINING THE POPULATIONS The Population or Universe can be Finite or infinite. The population is said to be finite if it consist of a fixed number of elements so that it is possible to enumerate it in its totality. So In this projects consist of finite population.

14

4.5 SAMPLING PLAN A sampling plan is a definite design for obtaining a sample from the sampling frame. It refers to the technique or the procedure the researcher would adopt in selecting some sampling units from which inferences about the population is drawn. Sampling design is determined before any data are collected. Selective Sampling technique was adopted. In this method the researcher select those units of the population in the sample, which appear convenient to him or the management of the organization where he is conducting research.

4.6 SAMPLE SIZE 32 samples are taken in Inkmark Private Limited. 4.7 FIELD WORK The field works is done at Inkmark Private Limited, Royapettah, Chennai 600 014. 4.8 PERIOD OF SURVEY The period is from July, 2011 to August, 2011.

4.9 DESCRIPTION OF STATISTICAL TOOLS USED  Chi-Square Test  Correlation

15

4.10 CHI-SQUARE TEST

In this project chi-square test was used. This is an analysis of technique which analyzed the stated data in the project. It analysis the assumed data and calculated in the study. The Chi-square test is an important test amongst the several tests of significant developed by statistical. Chi-square, symbolically written as x2 (Pronounce as Ki-Spare), is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance.

Formula (O-E) 2 G2 = E O E = = Observed frequency Expected frequency

4.11 CORRELATION Correlation analysis deals with the association between two or more variables. It does not tell anything about cause and effect relationship. Correlation is classified in two types as  Positive and  Negative Correlation. SPEARMAN Correlation method, it also can be said as Rank Correlation. It is defined by the symbol r
6 di ______________ n (n-1) 16

FORMULA

r = 1-

4.12 PERCENTAGE ANALYSIS METHOD

In this project Percentage method test was used. The percentage method is used to know the accurate percentages of the data we took, it is easy to graph out through the percentages. The following are the formula, No of Respondent Percentage of Respondent = Total no. of Respondents From the above formula, we can get percentages of the data given by the respondents. x 100

17

CHAPTER V DATA ANALYSIS AND INTERPRETATION

5.1 ANALYSIS USING PERCENTAGE METHOD
TABLE 5.1.1 5.1.1 Classification of the respondents based on their RESIDENCE:

S.No 1 2 3 4

Residence Royapuram Broadway Royapettah Triplicane Total

No. of Respondents 6 7 10 9 32

Percentage 18.75 21.875 31.25 28.125 100

Source: Primary Data

Inference: The above table infers that, 18.75% of people residing in Royapuram, 22% of people residing in Broadway, 32% of people residing in Royapettah and 28% from Triplicane.

CHART 5.1.1

Residence
18.75 28.125 21.875 31.25 Royapuram Broadway Royapettah Triplicane

18

TABLE 5.1.2 5.1.2 Classification of the respondents based on their GENDER:

S.No.

Gender

No. of Respondents

Percentage

1 2 Total Source: Primary Data Inference:

Male Female

18 14 32

56.25 43.75 100

The above table infers that, 56.25% of the respondents are male and remaining 43.75% are females.

CHART 5.1.2

Gender

43.75 56.25

Male Female

19

TABLE 5.1.3 5.1.3 Classification of the Respondents based on their AGE:

S.No 1 2 3 4

Age Below 20 years 21 35 years 36 50 years Above 50 years Total

No. of Respondents 0 21 8 3 32

Percentage 0 65.625 25 9.375 100

Source: Primary Data Inference: The above table infers that, there is no respondents are below 20 years, 65.25% of respondents between 21 35 years and 25% of respondents between 36 50% years and 9.375% of respondents are above 50 years of age.

CHART 5.1.3

Age
9.375 Below 20 Years 25 65.625 21 - 35 years 36 - 50 years Above 50 years

20

TABLE 5.1.4 5.1.4 Classification of the Respondents based on their MARITAL STATUS:

S.No 1 2

Marital Status Single Married Total

No. of Respondents 14 18 32

Percentage 43.75 56.25 100

Source: Primary Data Inference: The above table infers that, 43.75% respondents are unmarried and 56.25% respondents are married.

CHART 5.1.4

Marital Status

43.75 56.25

Single Married

21

TABLE 5.1.5 5.1.5 Respondents rating among PRODUCT AND SERVICES: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 4 3 12 8 5 100 Percentage 12.5 9.375 37.5 25 15.625 100

The above table infers that, 12.5% respondents rating level is poor, 9.375% opted Fair and37.5% opted Average, 25% opted Good and 15.625% opted Excellent.

CHART 5.1.5

Rating of Product & Services

15.625 12.5 9.375 25 37.5

Poor Fair Average Good Excellent

22

TABLE 5.1.6 5.1.6 Respondents rating among DELIVERY PERFORMANCE: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 0 4 8 18 2 32 Percentage 0 12.5 25 56.25 6.25 100

The above table infers that, 12.5% of respondents opted Fair for Delivery performance, 25% opted Average, 56.25% opted Good and 6.25% opted Excellent.

CHART 5.1.6

Delivery Performance
6.25 12.5 Poor Fair 25 56.25 Average Good Excellent

23

TABLE 5.1.7 5.1.7 Respondents rating among E-MAIL & INTERNET REQUESTS: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 6 0 14 10 2 32 Percentage 18.75 0 43.75 31.25 6.25 100

The above table infers that, 18.75% of respondents opted Poor for companys Email and Internet requests, No respondents opted Fair, 43.75% opted Average, 31.25% opted Good and 6.25% opted Excellent.

CHART 5.1.7

Email & Internet requests

6.25 18.75 31.25 Poor Fair Average Good 43.75 Excellent

24

TABLE 5.1.8 5.1.8 Respondents rating among DELIVERY OF ONLINE ORDER:

S.No 1 2 3 4 5 Poor Fair Average Good

Rating level

No. of Respondents 12 2 18 0 0 32

Percentage 37.5 6.25 56.25 0 0 100

Excellent Total

Source: Primary Data Inference:

The above table infers that, 37.5% of respondents opted Poor for delivery of online order and 6.25% opted Fair, 56.25% opted Average and No respondents opted Good & Excellent.

CHART 5.1.8

Deliver of Online order

Poor 37.5 56.25 Fair Average Good Excellent 6.25

25

2TABLE 5.1.9 5.1.9 Respondents rating among TELEPHONE HANDLING: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 5 10 14 3 0 32 Percentage 15.625 31.25 43.75 9.375 0 100

The above table infers that, 15.625% respondents opted Poor for telephone handling, 31.25% opted Fair, 43.75% opted Average, 9.375% opted Good and no respondents opted Excellent.

CHART 5.1.9

Telephone Handling
9.375 15.625 Poor Fair Average 43.75 31.25 Good Excellent

26

TABLE 5.1.10 5.1.10 Respondents rating among AFFORDABILITY:

S.No 1 2 3 4 5 Poor Fair Average Good

Rating level

No. of Respondents 0 2 10 18 2 32

Percentage 0 6.25 31.25 56.25 6.25 100

Excellent Total

Source: Primary Data Inference:

The above table infers that, No respondents opted Poor for affordability, 6.25% opted Fair, 31.25% opted Average, 56.25% opted Good and 6.25% opted Excellent.

CHART 5.1.10

Affordability
6.25 6.25 Poor Fair 31.25 56.25 Average Good Excellent

27

TABLE 5.1.11 5.1.11 Respondents rating among ACCESSIBILITY: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 1 8 10 5 8 32 Percentage 3.125 25 31.25 15.625 25 100

The above table infers that, 3.125% respondents opted poor for Accessibility level with company, 25% opted Fair, 31.25% opted Average, 15.625% opted Good and 25% opted Excellent.

CHART 5.1.11

Accessibility
3.125

25 25

Poor Fair Average

15.625 31.25

Good Excellent

28

TABLE 5.1.12 5.1.12 Respondents rating among PRICING SYSTEM: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 0 8 18 5 1 32 Percentage 0 25 56.25 15.625 3.125 100

The above table infers that, No respondents opted Poor for pricing system of the company, 25% of respondents opted Fair, 56.25% opted Average, 15.625% opted Good and 3.125% opted Excellent.

CHART 5.1.12

Pricing System
3.125 25 Poor Fair Average Good 56.25 Excellent

15.625

29

TABLE 5.1.13 5.1.13 Respondents rating among SALES PERFORMANCE: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 7 4 12 8 1 32 Percentage 21.875 12.5 37.5 25 3.125 100

The above table infers that, 12.5% of respondents opted Poor for Sales performance of the company, 31.25% opted Fair, 31.25% opted Average, 25% opted Good and no respondents opted Excellent.

CHART 5.1.13

Sales Performance
3.125

25

21.875

Poor Fair Average

12.5

Good Excellent

37.5

30

TABLE 5.1.14 5.1.14 Respondents rating among COMPLAINT AND RESPONSES: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 11 8 5 5 3 32 Percentage 34.375 25 15.625 15.625 9.375 100

The above table infers that, 34.375% respondents opted Poor for complaint and responses of the company, 25% opted Fair, 15.625% opted Average, 15.625% opted Good and 9.375% opted Excellent.

CHART 5.1.14

Complaint & Responses

9.375 15.625 15.625 25 34.375

Poor Fair Average Good Excellent

31

TABLE 5.1.15 5.1.15 Respondents rating among PRICES & QUALITY STANDARDS: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 4 9 14 3 2 32 Percentage 12.5 28.125 43.75 9.375 6.25 100

The above table infers that, 12.5% respondents opted Poor for companys price and quality standards, 25% opted Fair, 46.875% opted Average, 15.625% opted Good and no respondents opted Excellent.

CHART 5.1.15

Prices & Quality Standard

6.25 9.375 Poor Fair 28.125 Average Good 43.75 Excellent 12.5

32

TABLE 5.1.16 5.1.16 Respondents rating among CUSTOMER CARE FACILITY LEVEL: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 7 10 10 5 0 32 Percentage 21.875 31.25 31.25 15.625 0 100

The above table infers that, 21.875% opted Poor for companys customer care facility level, 31.25% opted Fair, 31.25% opted Average, 15.625% opted Good and no respondents opted Excellent.

CHART 5.1.16

Customer Care Facility Level

15.625 21.875

Poor Fair Average

31.25 31.25

Good Excellent

33

TABLE 5.1.17 5.1.17 Respondents rating among LEVEL OF INVESTIGATION AMONG COMPLAINTS: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 5 10 17 0 0 32 Percentage 15.625 31.25 53.125 0 0 100

The above table infers that, 15.625% respondents opted Poor for companys investigation level among complaints, 31.25% opted Fair and 53.125% opted Average. No respondents opted Good and Excellent.

CHART 5.1.17

Level of Investigation among Complaints

15.625 Poor Fair Average 53.125 31.25 Good Excellent

34

TABLE 5.1.18 5.1.18 Respondents rating among LEVEL OF COMMUNICATION WITH CUSTOMERS: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 8 5 10 5 4 32 Percentage 25 15.625 31.25 15.625 12.5 100

The above table infers that, 25% respondents opted Poor for companys communication level with customers, 15.625% opted Fair, 31.25% opted Average, 15.625% opted Good, 12.5% opted Excellent.

CHART 5.1.18

Level of Communication with customers

12.5 25 15.625 15.625 31.25

Poor Fair Average Good Excellent

35

TABLE 5.1.19 5.1.19 Respondents rating among LOCATION OF THE STORE: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 0 8 18 2 4 32 Percentage 0 25 56.25 6.25 12.5 100

The above table infers that, No respondents opted Poor for the ratings according to location of the store, 25% opted Fair, 56.25% opted Average, 6.25% opted Good and 12.5% opted Excellent.

CHART 5.1.19

Location of the Store

0 12.5 25 6.25 Fair Average Good 56.25 Excellent Poor

36

TABLE 5.1.20 5.1.20 Respondents rating among OVERALL EXPERIENCE BY CUSTOMERS: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 4 8 15 4 1 32 Percentage 12.5 25 46.875 12.5 3.125 100

The above table infers that, 12.5% respondents opted Poor for overall experience with the company, 25% opted Fair, 46.875% opted Average, 12.5% opted Good, 3.125% opted Excellent.

CHART 5.1.20

Overall Experience by Customers

3.125 12.5 12.5 Poor Fair 25 46.875 Average Good Excellent

37

TABLE 5.1.21 5.1.21 Respondents rating among RECOMMENDATION LEVEL TO NEIGHBOURS: S.No 1 2 3 4 5 Poor Fair Average Good Excellent Total Source: Primary Data Inference: Rating level No. of Respondents 8 5 5 10 4 32 Percentage 25 15.625 15.625 31.25 12.5 100

The above table infers that, 25% of respondents opted Poor for recommendation to neighbours, 15.625% opted Fair, 15.625% opted Average, 31.25% opted Good, 12.5% opted Excellent.

CHART 5.1.21

Recommendation Level to Neighbours

12.5 25 Poor Fair Average 31.25 15.625 Good Excellent 15.625

38

5.2 ANALYSIS USING CHI-SQUARE TEST- G2

SALES PERFORMANCE Vs PRICE & QUALITY STANDARD

H0- there is no relationship between Sales performance and Price & Quality standards. H1-there is relationship between Sales performance and Price & Quality standards.

Table 5.2.1 Sales performance Poor Prices & Quality Standards Poor Fair Average Good Excellent Total Fair Average Good
Excellent

Total

1 1 1 1 0 4

2 1 1 1 1 6

1 0 5 3 1 10

1 0 5 1 1 8

1 0 1 2 0 4

6 2 13 8 3 32

39

Table 4.2.2

Observed frequency O
1 2 1 1 1 1 1 0 0 0 1 1 5 5 1 1 1 3 1 2 0 1 1 1 0

Expected frequency E
1 0 0 1 1 0 1 1 1 1 1 1 3 4 1 1 1 5 0 0 0 1 2 2 2 TOTAL

O-E

/E

0 2 1 0 0 1 0 -1 -1 -1 0 0 2 1 0 0 0 -2 1 2 0 0 -1 -1 -2

0 4 1 0 0 1 0 1 1 1 0 0 4 1 0 0 0 4 1 4 0 0 1 1 4

0 0 0 0 0 0 0 1 1 1 0 0 1.3 0.25 0 0 0 0.8 0 0 0 0 0.5 0.5 2 8.35

Calculation Chi square value: 8.35 Inference: For (5-1) (5-1) = 16 degrees of freedom at 5% significance level Chi square Table value is 7.09 Calculated value >Table value Hence H0 is rejected. H1 is accepted Conclusion: Hence, there is significant relationship between Sales performance & Price, Quality standards.

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5.3 CORRELATION METHOD: Let X is the Pricing system. Let Y be the Affordability rate.

TABLE 5.3.1

S.No 1 2 3 4 5 Poor Fair Average Good Excellent

Factors

X 4 8 10 7 3 32

Y 1 13 6 7 5 32

Total

RANKS TABLE 5.3.2 S.No 1 2 3 4 5 Rank of X 4 5 3 2 1 Total (Xi-Yi) Rank of Y 4 5 3 2 1 di = (Xi-Yi) 0 0 0 1 1 2

Therefore we get r = 0.9 INFERENCE From the correlation analysis it is inferred that, the pricing system of the company is not affected and much higher. So, the affordability rate also increases among customers.

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CHAPTER VI FINDINGS OF THE STUDY, SUGGESSTION AND RECOMMENDATION 6.1 FINDINGS

From the Survey it is found that, 18.75% of residents from Royapuram, 21.875% from Broadway, 31.25% from Royapettah and 28.125% from Triplicane. y The study has found that 56.25% of respondents are Males and 43.75% females customers. y The survey found that there is no respondents are below 20 years and 65% of respondents between 21 35 years, 25% between 36 50% and 10% of respondents are above 50years. y y The survey found that 43.75% respondents are married and 56.25% are unmarried. The study has found 12.5% of respondents opted Poor for product and services, 10% opted Fair, 37.5% opted Average, 25% opted Good and 15.625% opted Excellent. y The study founds that5% of respondents opted Fair for Delivery performance, 25% opted Average, 56.25% opted Good and 6.25% opted Excellent. y The study founds that 37.5% of respondents opted Poor for delivery of online order and 6.25% opted Fair, 56.25% opted Average and No respondents opted Good & Excellent. y From the survey it is found that 15.625% respondents opted Poor for telephone handling, 31.25% opted Fair, 43.75% opted Average, 9.375% opted Good and no respondents opted Excellent. y The study has found that No respondents opted Poor for affordability, 6.25% opted Fair, 31.25% opted Average, 56.25% opted Good and 6.25% opted Excellent. y From the survey it is found that 3.125% respondents opted poor for Accessibility level with company, 25% opted Fair, 31.25% opted Average, 15.625% opted Good and 25% opted Excellent.

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The study has found that No respondents opted Poor for pricing system of the company, 25% of respondents opted Fair 56.25% opted Average, 15.625% opted Good and 3.125% opted Excellent.

The study has found that 12.5% of respondents opted Poor for Sales performance of the company, 31.25% opted Fair, 31.25% opted Average, 25% opted Good and no respondents opted Excellent.

From the survey it has been found that 34.375% respondents opted Poor for complaint and responses of the company, 25% opted Fair, 15.625% opted Average, 15.625% opted Good and 9.375% opted Excellent.

The study founds that 12.5% respondents opted Poor for companys price and quality standards, 25% opted Fair, 46.875% opted Average, 15.625% opted Good and no respondents opted Excellent.

The survey founds that 15.625% respondents opted Poor for companys investigation level among complaints, 31.25% opted Fair and 53.125% opted Average. No respondents opted Good and Excellent.

From the study, No respondents opted Poor for the ratings according to location of the store, 25% opted Fair, 56.25% opted Average, 6.25% opted Good and 12.5% opted Excellent.

The study founds that 12.5% respondents opted Poor for overall experience with the company, 25% opted Fair, 46.875% opted Average, 12.5% opted Good, 3.125% opted Excellent.

The survey found 25% of respondents opted Poor for recommendation to neighbours, 15.625% opted Fair, 15.625% opted Average, 31.25% opted Good, 12.5% opted Excellent.

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6.2 SUGGESTIONS AND RECOMMENDATIONS

 The company should concentrate on adaptation of successful retention policies towards their existing customers.  Company should improve their quality and quantity standards among their products.  Company should promote proper advertisements for their products to attract new customers.  Company should concentrate on customers complaints.

 Appoint more staffs.  Concentrate in giving offers and discounts.

 Advertisements should be made more effective to reach all levels of customers.  Develop distribution channel to increase sales as well as to reach customers from all locality.

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CHAPTER VII CONCLUSION

The main aim of any organization is to earn profit. But to attain the maximum profit, the organization should concentrate more on customer retention policies and the ways to attract them for their long run. For successful customer retention the company should follow the following..,

 Offers and discount  Advertisements  Credit policies  Locality  Quality & Quantity improvements  Technology  Price policies  Salesman trainings, etc., From the study it is identified that, the Lack of advertisements and the effective salesman are the major problem which makes customer dissatisfaction in Inkmark Printing Solutions (P) Ltd., This study concludes that, Inkmark Ltd should adopt effective retention policies, and concentrates on advertisements. Salesman training programs helps the company for effective sales performance as well as it helps to build companys brand image.

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CHAPTER VIII 8.1 LIMITATIONS OF THE STUDY

The sample size was 32 respondents only.

Majority of respondents are from same locality around the company.

This study has been done based on the customers who came and purchase regularly to the companys outlet.

Some customers not like to buy the products regularly due to its consumption level and locality of the outlet.

The data collected in the study will be valid for few months. Hence the result obtained might not be helpful for the management after a period of months.

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APPENDICES ANNEXURE-1 QUESTIONNAIRE

QUESTIONNAIRE FOR A STUDY ON CUSTOMER RETENTION OF INKMARK PRIVATE LIMITED. 1, Name of the Respondent. Mr./Mrs./Miss ______________________________________. 2, Place of Resident _____. (a) Royapuram 3, Gender _____. (a) Male. (b) Female. 4, Age _____. (a) Below 20 years (b) 21 35 years 5, Marital Status _____. (a) Single (b) Married.

(b) Broadway

(c) Royapettah

(d) Triplicane.

(c) 36 50 years (d) Above 51 years.

1 Excellent;

2 Good; 3 Average;

4 Fair; 5 Poor;
1 2 3 4 5

How would you recommend our store experience with your neighbours? Rate your overall experience with our company Rate the Communications and Instructions received from our staffs Rate the location of our store Rate the Pricing systems of our store Accessibility rate on our store Affordability rate on our store How would you rate us in sales? Rate our complaint responses regarding our products and staff Rate your happy with our prices and quality standards Rate your level of satisfaction with our customer care facility and staffs Rate our delivery performance Rate our product and services Rate our company in case of time took to investigate your complaint Rate our speed at which your telephone call was handled Rate our speed and delivery of your online order Rate our speed at which your email or internet request was handled

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ANNEXURE-2 BIBILIOGRAPHY

 BOOKS
y Philip Kotler and Kevin Lane, Marketing Management, PHI Learning / Pearson Education 13th Edition, 2008. y y Paul Baisen et al, Marketing, Oxford University Press, 2008. Gupta, S.P., Statistical Methods, New Delhi, Sultan Chand & Sons Publishers, Thirty Fourth Edition, 2005.

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