STUDY ON CUSTOMER SATISFACTION TOWARDS SRI SHAKTHI LEATHER

ENTERPRISES

Submitted in partial fulfilment of the requirements for the award of

Bachelor of Commerce

by

CHERAN R

40740053

DEPARTMENT OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT STUDIES

SATHYABAMA

INSTITUTE OF SCIENCE AND TECHNOLOGY

(DEEMED TO BE UNIVERSITY)

Accredited with Grade “A” by NAAC

JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI - 600 119

APRIL 2023

1
 DEPARTMENT OF BUSINESS ADMINISTRATION

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the Bonafide work of Cheran. R (40740053) who
carried out the Project Training at “ Sri Shakthi leather enterprises ” under our supervision
for a period of 3 months from January 2023 to March 2023.

DR. RANI. J MS. LATHA

Internal guide External Guide

Dr. BHUVANESWARI .G, MBA., Ph.D

Dean – School of Management Studies

Submitted for Viva Voce Examination held on 08.05.2023

Internal Examiner External Examiner

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 DECLARATION

I CHERAN.R (40740053) hereby declare that the Project work done by me under
the guidance of DR. RANI.J (Internal) and MS. LATHA (External) at SRI
SHAKTHI LEATHER ENTERPRISES No. 32 ANNA SALAI. GOKULAM
COLONY. NAGALKENI CHROMPET. CHENNAI. TAMIL NADU 600044 is
submitted in partial fulfilment of the requirements for the award of Bachelor of
Commerce.

DATE: 29.04.2023

PLACE: CHENNAI
SIGNATURE OF THE CANDIDATE

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 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for completing it
successfully. I am grateful to them.

I convey my thanks to Dr. G. Bhuvaneswari, MBA., Ph.D., Dean - School of

Management Studies and Dr. A. Palani, M.Com., M.Phil., M.B.A., Ph.D., Head of the
Department, Dept. of Business Administration for providing me necessary support and
details at the right time during the progressive reviews.

I would like to express my sincere and deep sense of gratitude to my Project Guide DR.
RANI.J for Her valuable guidance, suggestions, and constant encouragement paved way
for the successful completion of my project work.

I wish to express my thanks to all Teaching and Non-teaching staff members of the
Department of Business Administration who were helpful in many ways for the
completion of the training.

CHERAN.R

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 ABSTRACT

Customer satisfaction is the primary source of any business activity, is most important in the
business. The main objective of the study is to find out the customer satisfaction and loyalty
towards SRI SHAKTHI LEATHER ENTERPRISES. Descriptive research is followed in this
research. The universe of the population includes the respondents who are the consumers
of SRI SHAKTHI LEATHER ENTERPRISES with respect to Chromepet. The samples (i.e., sample
size 50) were selected among the consumers of Biscuits, in Chromepet for this research. The
major findings of the study are, most (90%) of the respondents are willing to recommend Sri
Shakthi leather enterprises to their friends and relatives. From the research, it is concluded
that the demographic variables such as age group, gender and occupation are having less
impact on the factors of customer satisfaction. The research outcome also indicates that,
most of the customers are satisfied towards Sri Shakthi leather enterprises with respect to
the chosen factors. articles explain about the customers satisfaction especially in the
Leather industry. First part presents the concept of customer satisfaction and its place in
current management models and tools. The following are the main theories on customer
satisfaction with application on manufacture sector. The key factors affecting customer
satisfaction is considered as: perceived service quality, perceived product quality and brand
image. We intend also to explain why the ecological products have a more important role in
the costume’s perception.

TABLE OF CONTENTS
CHAPTER NO. TITLE PAGE
NO.

ABSTRACT 6
LIST OF TABLES 7
LIST OF FIGURES 8
LIST OF ABBREVIATIONS 9
INTRODUCTION 10

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 1 1.1 Introduction about the topic 10
1.2 Industry profile 11
1.3 Company profile 14
1.4Statement of the Problem 16
1.5Need for the Study 17
1.6ObjectivesoftheStudy 18
1.7ScopeoftheStudy 18
1.8Limitationsofthe Study 19
2 2.1REVIEWOF LITERATURE 20
3 RESEARCHMETHODOLOGY 23
3.1ResearchDesign 24
3.2 Sources of Data 24
3.3StructureofQuestionnaire 25
3.4Samplesize 28
3.5Samplingtechnique 28
3.6Periodofthe Study 29
3.7AnalyticalTools 29
4 DATAANALYSISANDINTERPRETATION
4.1PercentageAnalysis 28
4.2WeightedAverage Analysis
5 FINDINGS, SUGGESTIONSANDCONCLUSION
5.1 Findings of the Study 50
5.2Suggestions 51
5.3Conclusion 53
REFERENCES 54
ANNEXURE(Questionnaire) 55

LIST OF TABLES

TABLE NO. PARTICULARS PAGE NO.

4.1.1 Table showing Gender wise classification of the 31
respondents
4.1.2 Table showing Gender wise classification of the 32
respondents
4.1.3 Table showing educational qualification wise 33
classification of the respondents
4.1.4 In your opinion what will you prefer the most 34
4.1.5 How often do you sue cowhide shoes 35

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 4.1.6 Does our product perfectly fit in the current market 36

4.1.7 How Shakthi leather enterprises treated you as a 37

customer
4.1.8 Which promotional factor made to buy the shoes 38
4.1.9 How many other people in your house use this 39
product
4.1.10 Which factor makes you to move you to move on to 40
other product ?
4.1.11 How would you rate your most recent experience with 41
us
4.1.12 Do you face any defective or uncomfortable while 42
using our shoes
4.1.13 How likely are you to recommend a cowhide shoes to 43
your friends
4.1.14 What kind of leather shoes do you use 44
4.1.15 How shakthi leather enterprises treated you as a 45
customer
4.1.16 Have you ever felt disappointed in shoes through 46
shakthi leather
4.1.17 What is the major problem faced while trying to reach 47
us
4.1.18 Are you from Chennai 48

LIST OF CHARTS/FIGURES

TABLE NO. PARTICULARS PAGE NO.

4.1.1 Table showing Gender wise classification of the 31
respondents
4.1.2 Table showing Gender wise classification of the 32
respondents
4.1.3 Table showing educational qualification wise 33
classification of the respondents
4.1.4 In your opinion what will you prefer the most 34
4.1.5 How often do you sue cowhide shoes 35
4.1.6 Does our product perfectly fit in the current market 36

4.1.7 How Shakthi leather enterprises treated you as a 37

customer
4.1.8 Which promotional factor made to buy the shoes 38

7
4.1.9 How many other people in your house use this 39
product
4.1.10 Which factor makes you to move you to move on to 40
other product ?
4.1.11 How would you rate your most recent experience with 41
us
4.1.12 Do you face any defective or uncomfortable while 42
using our shoes
4.1.13 How likely are you to recommend a cowhide shoes to 43
your friends
4.1.14 What kind of leather shoes do you use 44
4.1.15 How shakthi leather enterprises treated you as a 45
customer
4.1.16 Have you ever felt disappointed in shoes through 46
shakthi leather
4.1.17 What is the major problem faced while trying to reach 47
us
4.1.18 Are you from Chennai 48

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 CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION ON THE A STUDY ON CUSTOMER SATISFACTION OF

SRI SHAKTHI LEATHER ENTERPRISES

Marketing is the methodology of communicating the value of a product or

service to customers, for the purpose of selling that product or service. Marketing
is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large. Marketing is the way companies interact with
consumers to create relationships that are beneficial to both parties. Businesses
use marketing to identify their audience before advertising to them. Today, this is
most visible through social media interactions and contests. Market potential is
the total amount of a product that customers will purchase within a specified
period, at a specific level of industry wide marketing activity. Marketing begins
with the fundamental idea that most human behavior is a purposeful quest for
need satisfaction and this activity is rooted in “exchange” notion. Marketing
requires the existence of two or more persons or groups each having certain
wants, and possessing certain products. Each believes that his total satisfaction
will be increased if he exchanges some of the products that he possesses for
some of the products of the other party. Exchange is; therefore, the process of
satisfying human wants via trade. The essence of marketing is an exchange or a
transaction, intended to satisfy needs and wants. That is marketing is a human
activity directed at satisfying needs and wants, through an exchange

1.2 INDUSTRY PROFILE

manufacturing sector producing a broad range of goods such as leather
footwear, leather bags, leather garments, and so on. The raw material used in leather
industry is derived from the waste product of food industry, specifically from meat
processing. This waste product is converted into desirable and useful leather product

Although the leather tanning industry primarily utilizes the waste from the meat
industry, it also involves the usage of many chemicals to convert the raw material
into finished product. Thus, leather industry consumes resources and produces
pollutants which are toxic and hazardous to the environment. For instance, in leather
processing one metric ton of raw material is converted into only 200 kg of usable

9
leather product (comprising 3 kg of chromium). The solid and liquid waste includes
about 250 kg of nontanned solid waste, 200 kg of tanned waste (comprising 3 kg of
chromium), and 50,000 kg of wastewater effluent (comprising 5 kg of chromium).
Altogether, one metric ton of raw material yields only 20% as finished leather product
and more than 60% as solid and liquid waste including the highly carcinogenic heavy
metal “chromium Conversion of raw hide into leather requires several mechanical
and chemical operations involving use of many chemicals in an aqueous medium,
including acids, alkalis, chromium salts, tannins, solvents, auxiliaries, surfactants,
acids, metallorganic dyes, natural or synthetic tanning agents, sulfonated oils, and
salts. The quantity of effluent generated is about 30 L/kg hide or skin processed. The
total quantity of effluent discharged by Indian tanneries is about 50,000 m 3/day and
contains high concentrations of organic pollutants (Tare et al., 2003).
Chromium is an important heavy metal used in
leather, electroplating, and metallurgical industries. More than 170,000 tons of Cr
wastes are discharged into the environment worldwide each year. In salted hides
and skins were processed in about 3000 tanneries, which discharged a total of 30
billion liters of waste water with a concentration of suspended solids between 3000–
5000 mg/L and chromium as Cr6 between 100–
200 mg/L
Reduction and recycle of the various streams at source appear to be a good
approach to dramatically decrease the present quality and quantity of effluent
generated by this industry. Disposal of the sludge after biochemical treatment also
has not been satisfactorily solved. Use of enzymes and microorganisms for dehairing
and stabilizing could reduce the use of toxic metals and chemicals. However, the
leather industry needs major breakthroughs to achieve nontoxic discharge. requires
several mechanical and chemical operations involving many chemicals in an
aqueous medium, including acids, alkalis, chromium salts, tannins, solvents,
auxiliaries, surfactants, acids, and metalorganic dyes; natural or synthetic tanning
agents; sulfonated oils, and salts. The quantity of effluent generated is about 30 L for
every kilogram of hide or skin processed. The total quantity of effluent discharged by
Indian tanneries is about 50,000 m3/day and contains high concentrate

Size of the Industry

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 Total sales of shoes have reached Rs. 3500 cores in 2018 05 from Rs. 5000 cores
in 2023 01.

OVERVIEW OF LEATHER INDUSTRY WASTE

The industrial waste generated from developing countries, such as China and India,
seems to be rapidly increasing, whereas in developed countries, the industrial waste
is in a stable condition and forecasted to be decreasing in the future. The underlying
problem is that collection, segregation, and recycling of waste in developing
countries are very low when compared to developed countries. This shows that
developing nations are facing more challenges related to industrial waste.
Leather-processing technology has evolved naturally as a traditional practice to an
industrial process. The leather manufacturing processes produce considerable
quantum of solid, liquid, and gaseous wastes

MAKING INDUSTRY

Leather industry is a very old manufacturing sector producing a broad range of

goods such as leather footwear, leather bags, leather garments, and so on. The
raw material used in leather industry is derived from the waste product of food
industry, specifically from meat processing

1.3 COMPANY PROFILE

Our tannery business is started on 1996. Now we have 1 Leather tannery where
we process 99 thousand sq. ft. of cow and goat leather. At 2014, we have started
TRI SHAKTHI ENTERPRISES, which is one of the best export 100% export
oriented Leather, Leather Goods & footwear manufacturing company in France,
Portugal and more country produces all kinds of crash & finish leather, leather
goods and footwear in all categories for all. At 2014, we have started our Leather
Goods unit in 2014 and trained enough manpower to produce all kind of leather
good items like wallet, belt, handbag, ladies bag, laptop bag, office bag, side bag
etc . We have also made gift item such as Diary cover, key ring, photo stand,
passport cover, card holder etc. We already have attractive classy buyers from
various countries for leather goods. Our values determine how we treat our
clients. It defines who we are and how we do our jobs. It also helps us to work
together in the most effective way.

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 TYPE’S OF LEATHE
Leather splits, cattle hide
Skins, hides and leathers, ovine (sheep), caprine (goat) and
Rawhides and leathers, goat, sheep and deerskin
Leather, goatskin
Skins, hides and leathers, processed
Leather, cattle hide, patent
Leather, cattle hide, nubuck
Leather, cattle hide, grained and tawed
Leather, cattle hide, velvet
Leather, cattle hide, sueded
Leather, cattle hide, metallised
Leather, sheep, goat or deer hide, embossed
Leather, sheep, goat or deer hide, curried and dressed
Leather, ovine (sheep), caprine (goat) and deer, press cut
Skins, hides and leathers, by use
Leather, ovine (sheep) and caprine (goat), for saddlery Leather, ovine (sheep),
caprine (goat) and deer, for footwear
Leather, ovine (sheep) and caprine (goat), for fancy goods
Leather, ovine (sheep) and caprine (goat), for travel goods

Other Services

We believe in end to end satisfaction of our customers

Deals with
• France
• Portugal
• Metro brand
Local shoe shop

.
Focus on our Customer:

we ensure that a great deal of attention is given to customer relations. Our teams
anticipate the needs of the clients and ensure them a positive experience. Our
philosophy revolves around the customers & understanding and satisfying our
needs.

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1.4 STATEMENT OF THE STUDY
Leather industry has acquired a new significance in the recent times. Not only
leather, footwear and different types of leather goods are req.uired to meet the
essential needs of the population of the state and the country, there is now very
promising and large potential for export of these items from the country and the state.
As in all other sectors of our life, remarkable modernisation has taken place in leather
industry in the world, compared to international standards and also the progress
made in some other parts of the country, leather industry in chennai is really
languishing in its traditional and undeveloped form, suffering from the characteristic of
wastage, inefficiency in production, low VIII quality, narrowness of production base,
absence of diversification, lack of modernisation and lack of thrust for export for
which there is unlimited scope of our coxintry and state. There may be different
reasons for this state of affairs. Central and State governments, their agencies,
traders manufacturers, artisans, export organisations and other often concerned with
the industry have been talking about the problems of the industry from their own point
of view at different forums without having been able to establish effective
communication and integration with the other in the system and without getting right
solution to the problems being raised. This leads to choose the present topic
"problem and prospects of

Leather industry in SRI SHAKTHI LEATHER ENTERPRISES," under this topic an

attempt has been made to analyses . development of the leather industry SRI
SHAKTHI LEATHER , And thereby tried to provide certain suggestions to overcome
these problems.

1.5 NEED FOR THE STUDY

 It helps to determine the trading feedback of customers to improve the quality

service to the customer
 It is a process of studying the customer satisfaction

 It helps to built a long term relationship with customer

 he importance of customer satisfaction. Customer satisfaction is important

because it illustrates whether your customer base likes what you're doing.

13
 Research shows that high satisfaction leads to greater customer retention,
higher lifetime value, and a stronger brand reputation
 Customer satisfaction research is that area of marketing research, customer
intelligence, and customer analytics which focuses on customers' perceptions
with their shopping or purchase experience.

 Net Promoter Score (NPS)

 Customer Satisfaction Score (CSAT)

 Customer Effort Score (CES)

 Product-Market Fit (PMF)

Customer-journey consistency. ..
 Emotional consistency. ...
 Communication consistency.
 in shoes are comfort, quality, price and design. 50% of the consumers
enquired responded that they cannot find the shoes they want, pointing lack of
comfort as the main reason for that

1.6 SCOPE FOR THE STUDY

mindfulness and satisfaction of the customer. The customer satisfaction goals

you should aim for are:
improving customer loyalty, increasing customer service satisfaction rates,
increasing product advocacy, improving product usability, and driving
successful cross-team collaboration.

1.7OBJECTIVES OF THE STUDY

14
To analyze the factors influencing customer satisfaction towards SRI SHAKTHI
LEATHER ENTEPRISES footwear

To know the product features attracting customers of SRI SHAKTHI LEATHER

ENTERPRISES footwear.

To study the satisfaction level of customers towards footwear.

To analysis the level of satisfaction towards Sri Shakthi leather enterprises products.

To study the customer satisfaction level of Footwear by assessing and interviewing

customers from different establishments.

To provide a set of empirical data that can link relationships for customer level of
satisfaction.

1.8LIMITATION OF THE STUDY

 Selected customer Option is only based on satisfaction  Availability of data.

 Time Constraints.
 Sample chose may not cover whole population, as sample size is small in extent
to populace because of time and cost imperatives.
 Respondents may have felt wavering in giving data related to their age, pay and so
forth. Along these lines, there can be a few information that may sketchy on account of
unwillingness of respondents to give right data.
 Even a significant number of the respondents may give wrong feedback

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 CHAPTER 2

REVIEW OF LITERATURE

2.1 INTRODUCTION TO REVIEW OF LITERATURE

udana Ni Made Ardanereswari Damayanti, Setiawan Putu Yudi(2021)The role of

customer satisfaction METRO in mediating the effect of brand image and perceived
quality on brand loyalty: a study on METRO brand consumers in Denpasar Footwear
is one of the fashions for both men and women. One of the companies that produce
well-known footwear brands is METRO. Based on the results of the presurvey, it was
found that there were disloyal and dissatisfied customers. Customers do not make
METRO their first choice, and there is still dissatisfaction with their design. The
purpose of this study is to explain the role of customer satisfaction in mediating the
influence of brand image and perceived quality on brand loyalty to Bata brand
customers in Denpasar. Elizabeth Kelion, (2021)The study adopted a desktop
literature review method (desk study). This involved an in-depth review of studies
related to factors influencing growth of fashion leather shoes. This article reviewed
recorded sources to present the current state of leather shoe industry Fridah Karimi
Kobia, Godfrey Kinyua(2021)An Empirical Analysis of the Relationship between
Product Development and Performance of Outlets of Bata Shoe Company in Nairobi
City County, Kenya Performance of firms in the leather industry has experienced
fluctuation in the last couple of years, a situation that has been compounded by
availability of imported low cost second hand leather products in the market. Notably,
manufacturers of leather products in Kenya have been overly exposed to intense
price based competition, which has resulted in jostling and shift of market share
amongst the players. It’s therefore imperative for management of firms in the leather
industry to embrace new ideas which can stimulate enhanced acceptability of locally
manufactured leather products. P Makovholo, N Batyashe, T Sekgweleo, Tiko Iyamu
(2017)Over the past two decades, there has been rapid change in technologies and
their innovations. Organisations’ continuous increasing reliance on information
technology (IT) is therefore challenged. This has inevitably caused many
organisations to adopt “quick fixes”, to support and enable their strategies. What is
even more problematic is how the technologies are innovatively used or diffused,

16
which is expected to transform, support and enable competiveness. Taposh Ranjan
Sarker 2017,“Customer perception towards two giant footwear companies: ''A study
on standard procedure and time setting for servicing of single jersey and double
jersey knitting machines is done in this work. Servicing is a very vital point for
keeping machine performance well and for better fabric quality. Here we worked on
single jersey and double jersey knitting machines servicing procedure and time
setting

Viju Mathew, 2016, The leather supply value chain is that it provides an integrated
approach to determine and become aware of the problems and constraints from the
basic level of rearing animals for the raw skin to purchase and use of finished leather
products by the customers. Ravi Anupindi 2006, Processes are core technologies of
all organizations for producing and delivering products that satisfy customer needs
"Leather tanning" is a general term for the numerous processing steps involved in
converting animal hides or skins into finished leather. Trimming, soaking, fleshing, 25
and unhairing, the first steps of the process, are referred to as the beam house
operations. Bating, pickling, tanning, wringing, and splitting are referred to as tan yard
processes. Finishing processes include conditioning, staking, dry milling, buffing,
spray finishing, and plating accurate for its purpose, complete in terms of substance,
reliable and targeted to the right audience (DeLone and McLean, 2003). Business
profit depends on selling products.

CHAPTER 3

RESEARCHMETHODOLOGY

17
3.1 RESEARCH DESIGN

Definition:

Research design is the framework of research methods and techniques choose

by a researcher to conduct a study . the design allows researchs to sharpen the
research method suitable for subject matter and setup their study for success
The research design afobted for the descriptive research the descriptive
research focus on the accurate description of the variable present in the problem

The research instrument:

 Online service
 Customer feed back forms
 Secondary analysis
 Social media analysis

3.2 SOURCES OF DATA

Data has been directly collected from the customers who use leather shoes for the
target audience or the customers of the Sri Shakthi leather enterprises and
Management. Data also collected directly from the client acquisition and retention
teams

18
Through their valuable feedbacks, customer feedback is being recorded through call
recording and also in the digital feedback option.

PRIMARY DATA:
For a study of this nature primary data is collected through Questionnaire.
Information obtained from the original source by research is called Primary Data.
They offer much greater accuracy and reliability. The data was collected from the
respondents through the questionnaire.

SECONDARY DATA:

In means data that are already available i.e. it refers to the data which have already
been collected and analyzed by someone else. The data was collected from the
websites and journals.

3.3 STRUCTURE OF QUESTIONNAIRE

Questionnaire was divided into two sections. First part was designed to know the
general information about customers and the second part contained customer
satisfaction level of using leather shoes made by Sri Shakthi leather enterprises and
management

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3.3.1 SECTION 1 : PERSONAL QUESTION
1. Name

2. Gender
a) Male
b) Female
c) Prefer not to say

3. Age
a) 20 – 30
b) 31- 40
c) 41 – 50
d) Above 50
4. Qualification
a) UG
b) PG
c) Diploma
d) Others

3.3.2 SECTION 2: QUESTION RELATED TO TOPIC

5. How often do you use cowhide shoes

a) weekly
b) Monthly
c) Rarely
d) Never used

6. what kind of leather shoes do you use

a) Cowhide
b) Goat skin
c) Sheepskin
d) Crocodile leather

7) How likely are you to recommend a cowhide shoes to your friends

20
 a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree

8) In your opinion, What will you prefer the most

a) Cowhide shoes
b) Goat skin
c) Sheepskin
d) Horsehide skin shoes

9) How many other people in your house use this product

a) 0-1
b) 2-3
c) 4-5

10) Does our product perfectly fit in the current market?

a. Yes
b. No

11) Which promotional factor made to buy the shoes

a) Advertisement
b) Recommended by friends
c) Government rule
d) Social rule

12) Which factor makes you to move to other products?

a) Price
b) Availability
c) Easy to use

21
13) How would you rate your most recent experience with us

a) 1
b) 2
c) 3
d) 4

14) Have you ever felt disappointed in shoes through Shakthi leather

a) Yes
b) No

15) How Shakthi leather enterprises treated you as a customer a)

Satisfied
b) Medium
c) Not Satisfied

16) What is the major problem faced while trying to reach us ?

a) Call not attend

b) No proper response
c) Problem not rectified
d) No issues

17) Do you face any defective or uncomfortable while using our shoes

a) No issues
b) yes

18) Are you from Chennai

22
 a) Yes
b) No

3.4 SAMPLE SIZE

Sample size refers to the number of participants or observations included in a study.
This number is usually represented by n. The size of a sample influences two
statistical properties.

150 respondents are chosen as a sample size for the study.

3.5 SAMPLING TECHNIQUE

The simple random sampling method was used for the primary data collection.
Simple random sampling is the basic sampling technique where we select a group of
subjects (a sample) for study from a larger group (a population). Each individual is
chosen entirely by chance and each member of the population has an equal chance
of being included in the sample. Every possible sample of a given size has the same
chance of selection; i.e. each member of the population is equally to be chosen stage
in the sampling process. There are two types of sampling techniques.

The sample technique adopted for this study is convenient technique

3.6 PERIOD OF STUDY

The period of study is January 2023 through March 2023.

3.7 ANALYTICAL TOOLS

analysis and interpretation of primary data percentage analysis is to be used mainly

due to qualitative nature of data and bar diagram are to be used to represent them in
pictorial form.
• Percentage analysis:

23
It refers to a special kind of rate, percentages are used in making comparison
between two or more series of data. A percentage is used to determine the
relationship between the series.
* Percentage = (no of employees/total no of employees) 100

24
 CHAPTER 4 DATA ANALYSIS AND
INTERPRETATION

4.1.PERCENTAGE ANALYSIS

4.1.1: Table showing Gender wise classification of the respondents

Gender No.of Respondents Percentage

Male 67 35.6
Female 37 64.4

Total 104 100.00

4.1.1: Chart showing Gender wise classification of the respondents

Interpretation
From the above table it is interpreted that the number of respondents male of respondents are
65%, Female of respondents 35%

Inference
Majority (65%) of the respondents are male.

4.1.2: Table showing Gender wise classification of the respondents

Age No.of Respondents Percentage

25
 20-30 82 82%
31-40 15 16%

41-50 3 1%
Above 2 1%

Total 104 100%

4.1.2: Diagram showing Age wise classification of the respondents

Interpretation
From the above table it is interpreted that the number of respondents 20-30 of respondents are
81.7%, 31-40 of respondents 15.4% ,41-50 of respondents 1.9% and above 50 of respondents
of 1%

Inference
Majority (81.7%) of the respondents are 20-30.

26
4.1.3: Table showing educational qualification wise classification of the
respondents
Educational No.of Respondents Percentage
qualification

UG 73 73.1
PG 16 16.3
DIPLOMA 9 8.7
OTHERS 6 1.9
Total 104 100

4.1.3.1 Diagram showing educational qualification wise classification of the

respondents

Interpretation
From the above table it is interpreted that the number of respondents UG of respondents are
73.1%, PG of respondents 16.3% , diploma of respondents 8.7 % and other of respondents
1.9 %

Inference
Majority (73.1%) of the respondents are UG.

27
4.1.4. In your opinion, What will you prefer the most

Mostly use No.of Respondents Percentage

Cowhide shoes 78 75

Goat skin 15 14.4

Sheepskin shoes 5 4.8

Crocodile leather 6 5.8

Total 104 100

80

70

60

50

40

30

20

10

0
cow goat sheep

4.1.4.1 graphs showing mostly preferred wise classification of the respondents

28
Interpretation
From the above table it is interpreted that the number of respondents cowhide shoes of
respondents are 75%, Goat skin shoes of respondents 14.4% , sheepskin shoes of
respondents crocodile leather and Above 15 of respondents 5.8

Inference
Majority (75%) of the respondents are cowhide shoes
4.1.5: How often do you use cowhide shoes
option No.of Respondents Percentage

Weekly 75 72.1
Monthly 20 19.2

Rarely 9 8.7
Total 104 100

80

70

60

50

40

30

20

10

0
weekly monthly Rarely never use

4.1.5.1 How often do you use cowhide shoes

29
Interpretation
From the above table it is interpreted that the number of respondents weekly of respondents
are 72.1%, Monthly of respondents 19.2% , rarely of respondent 8.7 and never used
respondents 8.7

Inference
Majority (72.1%) of the respondents are weekly use

Does our product perfectly fit in the current market?

4.1.6: Does our product perfectly fit in the current market

Interpretation
From the above table it is interpreted that the number of respondents yes of respondents are
63.5%, No of respondents 36.5%

Inference
Majority (63.5%) of the respondents are yes

30
4.1.7: How Shakthi leather enterprises treated you as a customer

Option No.of Respondents Percentage

Highly satisfied 51 49

Medium 47 45.2
Not satisfied 6 5.8

Total 104 100

customer support

6%

highly satisfied
49% medium
45%
not satisfied

Interpretation
From the above table it is interpreted that the number of respondents Highly satisfied of
respondents are 49%, medium of respondents 45% and not satisfied of responses 5.8

Inference
Majority (49%) of the respondents are not satisfied

31
4.1.8: Which promotional factor made to buy the shoes

Option No.of Respondents Percentage

Social rule 23 22.1
Recommended by 24 23.1
friends
Government rule 14 13.5
Advertisement 43 41.3
total 104 100

4.1.8:

45

40

35

30

25

20

15

10

0
social rule recommended by friend government rule advertisment

32
Interpretation
From the above table it is interpreted that the number of respondents social rule of
respondents are 22.1 %, Recommended by friends response of respondents 23%.1 and
government of respondent 13.5 and Advertisement of responses 41.3.

Inference
Majority (41.3%) of the respondents are no issues

4.1.9: How many other people in your house use this product

Option No.of Respondents Percentage

2-3 44 42.4

4-5 38 32.4
0-1 22 21.2

Total 104 100

50
42.4
40
32.4
30
0
20
21.2 12
32.4
10

0-1 4 to 5 2 to 3

From the above table it is interpreted that the number of respondents say 2 to 3 of respondents
are 42.4 %, Say 4 to 5 of respondents 32.4% and say 0 to 1 of respondent 32.4.

33
Interpretation

Inference
Majority (42.4%) of the respondents are said 2 to 3

4.1.10: Which factor makes you to move on to other product ?

Option No.of Respondents Percentage

Price 57 54.8

Availability 35 33.7

Easy to use 18 15.5

Total 104 100

Column1
Column1

54.8

33.7

15.5

availabilty
easy to use
price

From the above table it is interpreted that the number of respondents availability of
respondents are 54.8 %, Easy to use of respondents 33.7% and price of respondent 32.4.

34
Interpretation
Inference
Majority (54.8.4%) of the respondents are availability

4.1.11: How would you rate your most recent experience with us

Option No.of Respondents Percentage

1 23 22.1
2 24 23.1
3 14 13.5

4 43 41.3
total 104 100

45

40

35

30

25

20

15

10

0
1 2 3 4

From the above table it is interpreted that the number of 1 of respondents are 22.1 %, no 2 of
respondents 23%.3of respondent 13.5 and 4 of responses 41.3.

35
Interpretation
Inference
Majority (41.3%) of the respondents 5

4.1.12 Do you face any defective or uncomfortable while using our

shoes

Interpretation
From the above table it is interpreted that the number of respondents yes of respondents are
63.5%, No of respondents 36.5%

Inference
Majority (63.5%) of the respondents are yes

36
 4.1.13: How likely are you to recommend a cowhide shoes to your
friends

PARTICULARS NO OF RESPONDENTS PERCENTAGE

Strongly agree 42 36

Agree 41 41

Neutral 6 5

Disagree 14 12

Strongly Disagree 1 6

Total 104 100

Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

37
INFERENCE:
From the above table it is inferred that 41% of the respondents Agree that the SRI
SHAKTHI LEATHER ENTERPRISES Recommend , and 5% of the respondents
says Neutral about SRI SHAKTHI LEATHER ENTERPRISES to recommend a
cowhide shoes to your friends to fac to recommend a cowhide shoes to your
friends recommend to buy. Thus, Majority of the respondents Agree that the sri
shakthi leather enterprises to recommend a cowhide shoes to your friends
strongly agree

. 4.1.14: what kind of leather shoes do you use

Option No of response Percentage

Cowhide shoes 42 40.4

Goat skin 38 36.5
Sheepskin shoes 18 17.4

Crocodile leather 6 5.8

total 104 100

crocodile leather
6%

sheepskin shoes
17% cowhide skin
shoes
40%

Goat skin shoes

37%

38
Interpretation
From the above table it is interpreted that the number of respondents cowhide shoes of
respondents are 40%, Goat skin of respondents 17% and sheep skin of respondent 37%,
crocodile leather of respondent 6%

Inference
Majority (40%) of the respondents are cow hide skin shoes

4.1.15 How Shakthi leather enterprises treated you as a customer

Option No.of Respondents Percentage

satisfied 66 63.5
medium 21 20.5

Not satisfied 17 16
Total 104 100

70
60
50
40
30
20
10
0

satisfied
medium
not satisfied

39
Interpretation
From the above table it is interpreted that the number of respondents satisfied of respondents
are 63.5%, medium of respondents 20.5% and un satisfied approach 16

Inference
Majority (63.5%) of the respondents are Highly satisfied

4.1.16 Have you ever felt disappointed in shoes through Shakthi

leather

4.1.17 What is the major problem faced while trying to reach us

40
 Option No of response Percentage

No issue 10 9.6
No proper response 13 12.5

Problem not rectified 33 31.7

Call not attend 48 46.2

total 104 100

no issue no proper response problem not rectified no issues

10%

12%

46%

32%

Interpretation
From the above table it is interpreted that the number of respondents no issue of respondents
are 10%, no proper response of respondents 12% and problem not rectified of respondent
32%, call not attend of respondent 46%

Inference

41
Majority (46%) of the respondents call not attend

4.1.18 Are you from Chennai

CHAPTER 5

5.1 FINDINGS, SUGGESTIONS AND CONCLUSION

 Majority of the respondents are UG

 Majority of the respondents are belongs to the age group of 31-40 years of age 

Majority of the respondents are male.

 Majority of the respondents strongly agree that the cowhide shoes preffered an
effective marketing strategy and implementing the tactics for an shoes make

42
  Majority of the respondents say good about the Price of SRI SHAKTHI LEATHER
ENTERPRISES

 Majority of the respondents are strongly agree that the cow hide shoes recommend by
SRI SHAKTHI LEATHER ENTERPRISES gives a good warranty for the shoes
purchased by the customer

 Majority of the respondents say Ads is the most appealing promotional strategy used
by METRO, and local shoes shop.

 Majority of the respondents agree that the SRI SHAKTHI LEATHER

ENTERPRISES good value for money cheap and affordable

 Majority of the respondents strongly Agree that offers a choice of shoes in all leading
parts of Chennai.

 Majority of the respondents agree that the satisfied product of SRI SHAKTHI
LEATHER ENTERPRISES

 Majority of the respondents agree that the Customers never get defective product at
SRI SHAKTHI LEATHER ENTERPRISES

 Majority of the respondents are satisfied about the of service marketing in SRI
SHAKTHI LEATHER ENTERPRISES

 Majority of the respondents voted that they recommend the SRI SHAKTHI

LEATHER ENTERPRISES to others for buying the Cow leather shoes  Customers

said that better service to need to improve service

5.2 SUGGESTIONS

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™ 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
public 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.

44
45
5.3 CONLCUSION

Customer satisfaction has an important part in every industry. Now a

day’s every companies are struggling to exist in the market. But SRI
SHKATHI LEATHER ENTERPRISES 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 CHENNAI and the data collected through questionnaire
from 104 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.

46
 REFERENCES

Sri shakti leather enterprises

https://metrobrands.com/

47
 ANNEXURE(QUESTIONNAIRE)

1.Name

2. Gender
a) Male
b) Female
c) Prefer not to say

3. Age
a) 20 – 30
b) 31- 40
c) 41 – 50
d) Above 50
4. Qualification
a) UG
b) PG
c) Diploma
d) Others

5. How often do you use cowhide shoes

a) weekly
b) Monthly
c) Rarely
d) Never used

6. what kind of leather shoes do you use

e) Cowhide
f) Goat skin
g) Sheepskin
h) Crocodile leather

7) How likely are you to recommend a cowhide shoes to your friends

48
 f) Strongly agree
g) Agree
h) Neutral
i) Disagree
j) Strongly disagree

8) In your opinion, What will you prefer the most

e) Cowhide shoes
f) Goat skin
g) Sheepskin
h) Horsehide skin shoes

9) How many other people in your house use this product

d) 0-1
e) 2-3
f) 4-5

10) Does our product perfectly fit in the current market?

c. Yes
d. No

11) Which promotional factor made to buy the shoes

e) Advertisement
f) Recommended by friends
g) Government rule
h) Social rule

49
12) Which factor makes you to move to other products?

d) Price
e) Availability
f) Easy to use

13) How would you rate your most recent experience with us

e) 1
f) 2
g) 3
h) 4

14) Have you ever felt disappointed in shoes through Shakthi leather

a) Yes
b) No

15) How Shakthi leather enterprises treated you as a customer a)

Satisfied
b) Medium
c) Not Satisfied

16) What is the major problem faced while trying to reach us ?

a) Call not attend

b) No proper response
c) Problem not rectified
d) No issues

50
17) Do you face any defective or uncomfortable while using our shoes

a) No issues
b) yes

18) Are you from Chennai

a) Yes
b) No

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