.

A
Report on

Study of consumer behavior and

customer satisfaction
For
Reliable Aryavart
Communication (I) Pvt. Ltd

Submitted By:

Maneesh Kumar
PG20090280

……………………………………………………………………………….
Batch: 2009-11
IILM Institute for Higher Education, LODHI ROAD
 Acknowledgment

We express our hearty gratitude to our course instructor Mr. Jones

Mathew, – Institute for Higher Education, Gurgaon on his excellent
guidance, constant advice and granting personal freedom in the course
of this work

Executive Summary
Objective of the proposed study

The present is the era of customers. Customers are more knowledgeable

than ever before and because the customer is more knowledgeable,
companies must be more agile and more creative than as they were few
years back. So companies should strive to enhance customer satisfaction
through knowing their expectations regarding products.

For selling of any product, there is needed to build relationship with

customer. For building a relationship there is need for knowing the customer
behavior and how will be they satisfied?
This project is undertaken to know the customer behavior & satisfaction level
for job cards at an electronic megastore. Also through this project get
awareness that which factors affect on the selling of an job cards in the
urban area.

Apart from application of theoretical concept and Consumer Behavior Models

to the project framework, findings and suggestions also attached to the
project work.

Research methodology

Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent
information on a specific topic. Research is the solution of the problem,
whether created or already generated.

Research design:
Research Design is the conceptual structure within which research is
conducted. It constitutes the blueprint for collection, measurement and
analysis of data. The design used for carrying out this research is
Descriptive.

Data type: In this research the type of data collection is

• Primary data
• Secondary data

Data source: The sources of collection of secondary and primary data are:
• Questionnaire
• Websites
• Brochure

Questionnaire Design: The questionnaire consists of predominantly closed

ended and option based question in order to provide some ease to the
respondents. In order to make the questionnaire more effective following
points are covered:

• Uniformity in questions and ease of tabulation and analysis.

• Reduce subjectivity
• Easier to receive response
• Less time consuming.
The questions tried to cover all aspects required to analyze each and every
aspect of Consumer behavior for JOB CARD and HEALTH CARD. The various
variables are analyzed in the questions.

Sampling plan: It is very difficult to collect information from every member

of a population .As time and costs are the major limitation that the
researcher faces.

A sample of 30 was taken the sample size of 30 individuals were selected on

the basis of convenient sampling technique.
The sample consists of both the males and females of the every possible
profession as Non probability Sampling Technique (Convenience
Sampling type) is used to obtain data analysis.

Analysis and interpretation:

Data collection through questionnaire resulted in availability of the desired

information but these were useless until there were analyzed. Various steps
required for this purpose were editing, coding and tabulating. Tabulating
refers to bringing together similar data and compiling them in an accurate
and meaningful manner. The data collected by questionnaire was analyzed,
interpreted with the help of table, bar chart and pie chart.

Scope of the study

For every problem there is a research. As all the researches are based on
some and my study is also based upon some objective and these are as
follows.

 To find out the general perception about job card and health card.
 To find out customers’ level of awareness for both the card.
 To find out how people think about products.
 To find out what respondents expect from products.
 To understand Consumer buying behavior for cards.
 To come out with conclusion and suggestions based on the analysis
and the Interpretation of data.
 To know the customer consideration about different factor.
 Identification of possible shortcomings of Project work
Introduction to Reliable Aryavart
Reliable Aryavart Communication Pvt.Ltd has a motto of Making Your
Business Better Than Best. We know IT is driving the present generation. So
we have a dream of making RACIPL - one of the best Website design
company and one stop solution for all your IT related needs be it Desktop
solutions, or Web solutions, Website Design Services.We offer tailor-made
software and web solutions to meet your business needs. The key areas are
web developing, real estate, financial services, health services, matrimonial
services, corporate advices, admission support, share market and jobs.

Product Portfolio

JOB CARD-3 types-Silver,Gold,Platnium

HEALTH CARD- 3 types-Silver,Gold,Platnium
Reliable- All types of Reservations-air,rail.etc

Data Analysis and Interpretation

The Online survey was conducted in order to record response, 30

respondents replied for the electronic questionnaire from different
geographical area and demographics respectively. The data analysis and
interpretation for the same is presented below along with pie charts of each
question. Respondent‘s demographics is listed below.
Respondent’s Profile

Where : A= 15-24, B =25-34, C=35-44, D=45-54, E=55 or

more

Family or Household income in Lakhs*

Out of 30 respondents most of the respondents brought job cards by
themselves. (Reference to Question -4) Similarly most of them are ready to
recommend or purchase the product again enforced by excellent quality.
(Reference to Question -10)
When it was asked to respondents the most important factor which forced
them to purchase the product, Product functionality and Design were
responded as most frequent answer. (Reference to question no. 6) Similarly
the factor which helps users to prefer job cards over other brand of mp3
player was found as Product functionality.(reference to question no.7)

Most of the respondents recorded their response as JOB CARD when it was
asked about the product they will prefer as an alternative to Cards imagining
if it does not present in the market. (Reference to Question no.10)When it
was recorded how most of the respondents perceive Cards as brand or how
they personify it was found that job cards is personified as Technically
progressive and excellent quality player by the majority. (Reference to
Question no. 9)
Similarly for Question 11, most of the respondents said that pricing of mp3
players do not affect their purchasing decision and almost everyone in the
sample (for question 12) ranked job cards excellent considering Quality,
ranked very good considering Design.

Performance Matrix
The performance matrix considering Parameters such as Price, Design,
Functionality, degree of Innovation, Quality is drawn below

Parameter Weightin
Score
P gA
Price 7 8
Design 8 8
Functionalit
8 5
y
Innovation 9 8
Quality 8 9

Evaluation of Customer Satisfaction Index

Calculation of CSI

Weighting
(avg of
Parameter Weightin Score Weighting (Avg 1)*score
P gA B of 1) C D=B*C
Price 7 8 0.88 7.0
Design 8 8 1.00 8.0
Functionalit
y 8 5 1.00 5.0
Innovation 9 8 1.13 9.0
Quality 8 9 1.00 9.0
Avg 8 7.6 7.6
X= weightage, Y= Score
 Conclusion

Considering the customer base of young and those who are autonomic in
nature, Job Cards/Health Card is positioned as Brand of youth which is
positively innovative which can be seen and was reflected in this analysis
report In the first part of Analysis it was found out that the psychographic
user profile of Cards is certainly of innovators.

The benefits to Reliable as company for this superior branding strategy are
immense. It provides a fantastic platform for future new products.
Consumers will constantly seek out their new products and view them as the
next generation with a cool image and technological superiority; it will also
provide them with superior pricing power over the long term. This means
that Reliable will continue to lead and deliver above average sales and profit
growth. The same is reflected in the analysis.

When it was asked to respondents the most important factor which forced
them to purchase the product, Product functionality and Design were
responded as most frequent answer. Most of the respondents recorded their
response as Job Cards/Health Cards when it was asked about the product
they will prefer as an alternative to job cards imagining if it does not present
in the market. When it was recorded how most of the respondents perceive
job cards as brand or how they personify it was found that job cards is
personified as Technically progressive and excellent quality by the majority.

In short in can be said that through its branding strategy and quality delivery
Relaible is preferred over its competitors by the target sample.
Questionnaire

Sir/ Ma’am
This Research Survey for an Academic Project is being conducted as part of
our PGP programme. We will be grateful if you could spare few minutes to
participate in it. The Information provided by you will be kept confidential
and be used for academic purpose only.

Section I

1) Do you own any Job Card/Health Card ? If yes, Which type?

2) Did you buy the Job Card yourself?

3) Are you satisfied with the feature of this card? If No, Please specify
reason/s.

4) What was it that attracted you to purchasing the Job Card?

Desig Product Price Advertisin Softwar
n Functionality g e

5) What do you think are the most important reasons that people buy Job
Cards instead of other brands Portals etc? (Please tick appropriate)
Product Product Softwar Competitive Advertisement
Design Functionality e Suit Pricing
Promotion
al Schemes

6) If the Job Card brand is not available which another brand

you will shift to as alternative
Naukri.com
Getpagar.co
m
 Shine.com
Timesjob.com

7) How will you personify the Job Card as Brand ?

Innovative
Technically Progressive
Cool
Excellent in Job card
Portable
Other (Please Specify):

8) Would you buy the product again or recommend to a friend?

9) Did the price of the other product(i.e. its competitors) affect your
decision to buy it(cards)?

10 Could you please rate the following aspects of the product:

)
1 = Poor, 2 = Fair, 3 = Good, 4 = Very Good, 5 = Excellent
1 2 3 4 5
Quality
Design
value for money

11 How would you like to rate your job cards model on a 10 point scale?
)
 References

Text Books:

Marketing Management- Philip Kotler, Kevin Lane Keller, Abraham

Koshi, Mithleshwar Jha, Pearson Education, Thirteenth edition

Consumer Behavior - Leon G.Schiffman, Prentice-Hall India, Eighth

edition

Official Website: Inc: www.racipl.com/