THE RESEARCH REPORT ON CUSTOMER RELATIONSHIP MANAGEMENT

PREPARED BY:

Godhani ashvin A.
CONDUCTED FOR:
CHOUKIDHANI

GUIDED BY:
Prof. Namita Talsania

COLLEGE:
Shree Gyanyagna College

ACADEMIC YEAR:
2007-2008

ROLL NO.
22

SUBMITTED TO:
SAURASHTRA UNIVERSITY -RAJKOT

Declaration

I undersigned Godhani Ashavin A. A student of T.Y. B.B.A. Hereby declare that the project work presented in this report is my own work& has been carried out under the supervision of professor Prof. Namita Talsaniya of Shree Gyanyagna Collage Rajkot. This work has not been previously submitted to any other institution or university for any examination.

Date : Place : Rajkot

Signature: [Godhani Ashavin A.]

Preface

It can never be possible to make in todays competitive business world only on the basis of theoretical knowledge. Practical study is very important for practical knowledge purpose. Education can built the power of knowledge but to win in the competitive world one must be practical. As a student of final year B.B. A. practically of Marketing, we are assigned to prepare a report on one of the topics of marketing. In this report I would like to throw some light on Consumer Relationship Management of Chouki Dhani , I have conduct consumer survey in Rajkot city . I have tried to collect the information to the best of my ability within the period of one month. I hop e that this project report will satisfy the object requirement.

Acknowledgement

It is really a matter of grate pleasure for me to present this creative & practical work. At this stage, project report is an important part of learning. I take this opportunity to express my sincere thanks to all those who helped me in the preparation of this report. I would like to express my thanks to Prof. Namita Talsaniya for his guidance & all those who assisted me in the preparation of the report.

Date: Place: Rajkot

Signature: [Godhani Ashavin A.]

INDEX Sr. NO. Particulars Page no.

1 2 3 4 5 6 7 8 9 10 11 12

What is MARKETING RESEARCH? What is Customer Relationship Management? CRM Hotel industry Food habits of Rajkot people Hotel Industry in Rajkot Difference between Hotel Marketing & Product Marketing General information of CHAUKI DHANI Detail information of CHAUKI DHANI Analysis & interpretation Future plans Suggestions Conclusion

What is Marketing Research? Introduction :

The marketing manager has to take various decisions regarding the different activities of marketing. The selection of decisions depends upon the information available to him. It has to decide about many matters such as who are our customers, why do they purchase companies products. From where they purchase their product, how they use the product, when they purchase it, how often they use it etc, are the questions that might spare within managers for answers of such questions. Anew concept established in marketing which is called marketing research. Marketing Research is a continuous activity. It includes product analyses, market analyses, distribution analyses and competition analyses. Marketing Research is a systematic problem analyses mood building and fact binding for the purpose of improved. Decision making and control in the marketing of good and service. - Philip Kotler. Marketing Research is a systematic gathering, recording and analyses data about marketing problems to facilitate decision making. Candiff & Still.

Marketing Research Concept

Advertising is any paid form of non personal presentation and promotion of idea, goods or services by an identified sponsor. Organisation handle their advertising in different ways, A large company will often set up its own advertising department, manager report to the vice precedent of marketing. Most companies use an outside agency to help create advertising campaign and to select and purchase media. In developing a program 5 major are to be consider, They are; 1. Mission: What are the advertising objectives? 2. Money: How much money can be spending? 3. Massage: what message can be send? 4. Measurement: How should be the results?

Sample Size and Area: Sample means a part of population or a subset from sets of units which is provided by some process or other usually by deliberate selection with object of investigation the of parent population . Sampling is the process of selecting some unit from the population. While selecting the units it must be taken into account that the selected units should be representative of the population. So what should be the size of such samples? Much be decided because if it is not properly decided. The result based on that may not true or confidential. So size of sample should be decided properly. The methods for deciding the size of sample is decided into two parts: Practical method Statistical Method While depending the size of sample following factors should be taken into account: Time limit Financial constraint Limitation of personnel

Past experience of research Pressure imposed by research party Attitude of researcher Methodology use to make the survey Moreover the size of the sample should be decided by making into account the area farm which the sample is selected. Here in consumer survey all those factors are given enough importance if the level size should be smaller in comparison to the sample of metropolitan cities. I had selected Rajkot city and sample size 100 .

Data collection source & tools Once you have done the required formality the very next question is that of collection of various data can be collected in two ways. Primary sources Secondary sources Here primary sources refer to the data obtain by the research team of its company itself for solution of particular provide. Where secondary sources refers to the data obtain from research work of other it require adjustment question. Questionnaire is very important tool to gather information. On primary data it is flexible mean because we can ask the question in no. of ways. It gives the respondent clear information of questions. It includes the respondent to give his co-operation and support. It stimulates response through grate introspection it gives instruction on what is wanted and the manner of responding. It helps to identify what needs to be known to classify and verify interview.

Food habits of Rajkot people As different people have different nature & choices same as different people have even different food choice & habits. As Rajkot people are very food conscious & very food liking they always like different types of food. All classes of people are enjoying hotel food as per their status, & Rajkot has all standard of restaurants, so everyone can enjoy the hotel food according to their financial position. If we look at the particular habits of Rajkot people, we can find many varieties of it & almost people like all types of food. These food includes (less no. of people), Kathiyavadi, Punjabi, chines, continental, south Indian, &many more. In all these varieties, common& people used to eat this type of food regularly, which includes different types of vegetables, roti, parotha, kadhi- khichadi & many more. This type of Kathiyavadi food, people mostly likes to eat & cook at their home only. Another very different type of food which is very much popular in Rajkot people is food like pani-puri, bhel, ragado etc. this type of food is available on roads at laries.

Hotel industry in Rajkot Rajkot is the capital of Saurashtra. Most of the government& private sector officers are situated in Rajkot thus Rajkot is a financially & at official level, important city of Gujarat. Socio- economically Rajkot is a leading city, thus everyday for the office works as well as social work, from the interior& micro interior center people as visiting Rajkot. Naturally visitors of Rajkot require leading & boarding facilities for food & staying purpose. Besides local population also like visiting hotel for the occasion, business meeting, seminars etc. As Rajkot is not as much as big city, hotel industry has been not so much improved. Though there are many good hotels in Rajkot.

Difference between hotel marketing & Product marketing Marketing is an exchange process between manufacturer (service product) consumers. This process matches in such a way, so both get the benefits. Manufacturer (service provider) earns the profit & consumer satisfies their needs. If we look at the marketing of Hotels & different products, it is very much different, because both have its different type of customers. If we look at the different type of products, it is very necessary for all the people, wherever hotels are never been necessity of people but it is only for fun & relaxation. Product market is expanding very quickly now a day & IT IS VERY MUCH COMPETITIVE. There are so many products available in the market & there are so many companies in market. Marketing of these products are also essential because of healthy competition in the market. Product marketing focuses on features of product , quality, price & also the coverage of product market is more than the hotel market, because in marketing of hotels it is been earning of the hotel compared to product market & customers are very much selected for hotels. Hotel marketing is service oriented. They are serving the food & satisfying the hunger& test. Different class of peoples has different type of needs. Food is basic necessity of human being but cultured people require something more than food like hygienic, taste, variety of foods, good services, pleasant atmosphere, status, etc. Thus, hotel management has to keep al this factor in their mind to satisfy the customer. Location of the hotel also plays a vital role. It always should be an ideal place, so customer doesnt face any problem to reach. Location always should be peaceful & neat& clean. Outlook of the hotel is also very important, as the first impression is the last impression. It always should be somehow attractive.

Satisfaction of the consumer is real earning of the hotel .Generally hotel is providing the home atmosphere, safety, economy, neat& cleanliness are important factors of hotel industry. Hotel management is considering the facilities & rates of all classes of people.

General information of Choukidhani Chouki dhani is Rajasthani cultural based 2 STAR hotels. Chouki dhani is framed on 5th, Aug. 2001 by Kaveri hotels pvt. Ltd. with the investment of Rs 3 crores. The owner of Chouki dhani is Mr. BHUPATBHAI KHAKHAR, who got the idea to built Chouki dhani by visiting Rajasthani villages. It is spread on 7 Acers area of land. It is situated in Targhadi village near All India Radio Tower on Rajkot Jamnagar Road, 14 Kms off Rajkot. Prof. CHINMAY MAHETA Dean of Rajasthan University is the interior decorator of Chouki dhani, who decorated Chouki dhani is real Rajasthani village. The main object of Chouki dhani is to serve the best, superior qualities of services.

Detailed information of Choukidhani The meaning of Chouki dhani is HEAD QUARTER OF FOOD. Mr. Ameet Raithatha is the manager of chouki dhani and 100 employees & 42 workers are being work together. All are working on the salary bases. They also manage special events like marriage functions, birthday party, reception party and other special occations. For these events special team is trained by H.R. Department named BANK WITE. Chouki dhani is entertaining their customer by two ways: Charged entertainment programmes Free entertainment programmes. CHARGED ENTERTAINMENTMENT PROGRAMMES: 1) Camel ride. 2) Ghoda bagi ride. 3) Rajasthani shilp gram. 4) Hast rekha. 5) Mahendi. 6) Pan Wala. 7) Chai wala. 8) Popcorn. 9) Kulfi. 10) Video games 11) Bioscope

FREE ENTERTAINMENT PROGRAMMES:

1) 2) 3) 4) 5) 6) 7) 8) 9)

Rajasthani Bhopa Party. Rajasthani Teratal. Rajasthani Kalbalia. Rajasthani Kathputli. Jibha Ni Karamat. Rajasthani Jadugar. Live snakes. Dance Floor. Swimming pool. 10) Childrens Play Ground.

Chouki dhanis most unique feature is Rajasthani tradition & Traditional food. Chouki dhani provides dishes like: Rajasthani. Kathiyavadi. North Indian. Chinees. Continantal. Etc. Chouki dhani provides their customer so many discount schemes to attract their customers like: Low budget economic meal for happy hours, Festival schemes in festival days. Mostly there is rush of people in Chouki dhani in weekends, Wednesday, Sunday & vacation.

What is consumer relationship management? In order to target the message more effectively, more information about the customer is required. This will of course result in increase in sales & reduction in general & administrative costs. The customer can be approached more effectively if more accurate information is available. The customer centric Consumer Relationship Management should have the integration of technology with quality data, corporate gains that creates a win win environment. It should also provide the information to the employees to achieve an enhanced and effective relationship experience. Consumer Relationship Management is a process or methodology used to learn customers needs and behaviour in order to develop strengthen relationship with them. There are many technological components to CRM, but thinking about CRM is as a process that will help bring together lots of pieces of information about customer s, sales, marketing effectiveness, responsiveness and market trends. Consumer Relationship Management helps businesses use technology and human resources to gain insight into the behaviour of customers and the value of those customers. A central goal of every business is to serve its customers. For as long as there have been merchants, success or failure has hinged on this simple rule. Customer Relationship Management is a way of using technology to do just that. The Consumer Relationship Management system is an enterprise system, which means that it spans multiple departments. Virtually all departments within a corporation have at least some indirect access to customers, or customer information; the goal of CRM is to collect that information in a central repository, analyze it, and make it available to all departments.

The generally accepted purpose of Consumer Relationship Management is to enable organizations to better serve its customers through the introduction of reliable process and procedure for interacting with those customers. The objective of customer centric CRM is to improve revenue, decrease costs and enhance customer satisfaction. An integrated customer centric technology backbone consumers that the total requirements of the customer is in consistent with the entire organisation and provides the right information at the right time to the right people and optimize the customer enterprise relationship.

Customer Relationship Management in Hotel Industry

In todays global world hotel industry has a wide field to be expand. Today hotel industries are more sharp for their service providing sector. They are try to provide the best services to their customer & want to achive the best satisfaction level from their customers. Now a days hotel industry should be interested in relation made with their customers. They want frequently keep in touch with their customer & over here C. R. M. has been worked. Consumer Relationship Management is help to maintain continuous relation with the customers who are regular or first coming. Implementation of CRM in hotel industry is getting maximum reward or opinion from the customers. CRM is not only help to build frequent relations with customers but also it helps in improvement. Take new changes and overall development of hotel industry. For todays Hotel industry CRM is the best helping manager.

Analysis and Interpretation Analyses & Interpretation is one of the most important steps in the research procedure. The success or failure of the research largely depends on how successfully the analyses & interpretation is done. To make data meaningful, data is classified according to different variables to make it simplified. Then tabulation is done of the classified data. Main purpose of tabulation is to know the frequency of response. It helps to develop relationship between the data & also compare the data. This whole thing is called analysis of data. Next step after analysis is to interpret the analyzed data. Interpretation means to give meaning to the analyzed data and on the basis of that to determine exact cause& effect relationship.

CONSUMER SURVEY OF CHOUKIDHANI FOR CONSUMER RELATIONSHIP MANAGEMENT

1. Name Mr./ Miss / Mrs.

2.

Address:

3. Phone no.

4.

Male

Female

5. Birth Date: 6. Education: 7. Age:

8. Occupation:

9. Marital Status: 10. Monthly Income 10000 to 15000 ( ) 15000 to 20000 ( )

20000 to 25000 (

Above 25000 (

11.

How many times you visit choukidhani ?

12.

Through which media have you reached choukidhani? ( ( ) ) Relatives ( Others ( ) )

Friends News Paper

13.

For what purpose you visit Chouki Dhani? Marriage Occasion Birthday Party Festival Simple dinner/ lunch Other ( ( ( ( ( ) ) ) ) )

14.

Do you satisfied with the services of Chouki dhani ? No

Yes

15.

If no then please specify why? Behaviour of waiters/ employee ) ) Best ( Poor ( ) )

16.

Excellent ( Good (
17.

Do you want to visit again & again Choukidhani ? Yes ( ) No ( )

18.

In what time duration are you visiting choukidhani ? ) ) )

Weekly ( Monthly ( Twice in year (

19.

Which kind of up gradation you need? In price ( ) In food quality ( Interior at Hotel ( ) In schemes ( ) )

20.

Do you expect any special schemes?

Please give your kind suggestions about the customer relation at Choukidhani?
21.

SUGGESTIOS CHOUKI DHANI should provide special schemes & memberships to their customers not only in festival time but also in regular bases. They should provide traveling facility to their customer because the location is far away from the Rajkot city as well Jamnagar city. More space for dance as it is very narrow and suffocative. Customers need that of MOTEL THE VILLAGE. More games facility should be provided to enjoy the whole environment. More games for children as well for elders. Fast food should be served. The size of swimming pool should be expanded. Special

should be there for female & male.

Lighting & parking should be sufficient & improved. There should be like lake, boats, amusement park & CHOUKI DHANI must be given a natural look.

Particulars Yes No

No. of respondents 95 5

Particulars

No. of respondents Metric 15 Higher secondary 20 Graduate 45 Postgraduate 10 Others 10

Particulars Bness Services Student Housewife

No. of respondents 20 10 60 10

Particulars Friends Relatives News paper Others

No. of respondents 60 20 5 15

The
Particulars Marriage Function Bday Party Festival No. of respondents 20 10 20

Simple

50

ndents
No. of respondents 95 5

60% 50% 40%

Particulars Yes No

100%
Particulars Best Good Ok Poor

dents

No. of respondents 25 55 19 1

80%

Beh
70%

dents

60% 50%

Particulars Yes No.

No. of respondents 90 10

Custo

Particulars Twice in a yr. Monthly Weekly

No. of respondents 70 29 1

80%

Particulars Price Food Quality Interior Outlet Schemes

No. of respondents 20 40 10 30

ts

50%

CONCLUSION

As a management student, I have got the opportunity for research and make a survey of different types of customers. I have selected this unit for training purpose and have concentrated more on field work and CHOUKI DHANI has supported me very well. They have motivated me for this research regarding preparation of this report. This field work is the combination of good as well the worst experience but the support by CHOUKI DHANI for the execution of project was really enthusiastic, that helped me in great deal. For the survey, I have dealt with the visitors. It is not easy to disturb people especially when they come to fun or enjoyments and to get detailed answer but most of the students have given good response because it is good reputed hotel even customers behaviour was also co-operative. During my research work, I have also seen many good aspects of CHOUKI DHANI. I have seen very good family environment over there. The staff members are very supportive and very good in nature. I would specially thank to Mr. Amit Raithatha - My project work in charge who has given me continuous support as and when required. He has satisfied my queries and given the complete guidance for this report. At last, I wish a very progressive future for this unit. I hope their future plans will be shaped up in near future. They make more & more reputation in the Hotel Industry.

Bibliography

1) Indian Management 2) www.maretingteacher.com 3) www.bambooweb.com 4) www.marketingguru.com 5) Marketing Management - Philip Kotler

Future Plans

They want to build the RAJASTHANI RESTAURNT in Goa Just within next 2 to 3years.

They are planning to provide extra entertainment to the customers like separate swimming pool for ladies.

Expansion of present swimming pool. Expansion in the Dance Hall.

Dhani restaurant is only one of its kind in this region. This serves typical RAJASTHANI & KATHIYAWADI THALI with more than 25 varieties including famous DAAL BAATI, CHURMOO & STEAMED KHATTA DHOKLA in typical style of THAKURS THE VILLAGES LOARDS where guests have to sit on floor or aasan and Thali is served on Bajot

CONFERENCE HALL CONFERACNE HALL AC RESTAURANT