A STUDY ON CUSTOMER SATISFACTION TOWARDS AFTER SALES SERVICE WITH REFERENCE TO KAMCO s FARM EQUIPMENTS

Guided by Dr. Bushan. D.Sudhakar Reader, Dept Of International Business Presented by AKHIL THOMAS Roll No: 1105604

INTRODUCTION
Agriculture is the backbone of the Indian economy. Indian farmers have been using old and inefficient methods and techniques of production. To facilitate the purchase and distribution of agricultural machinery to farmers in their respective states, Kerala Agro Industrial Corporation have been set up in 1973. Periodic or as-required maintenance or repair of equipment by its manufacturer or supplier, during and after a warranty period is called after sales service.

OBJECTIVES OF THE STUDY

To know the after sales service perception of the customers. To ascertain the satisfaction level and its influencers. To measure the impact of the above analyses on the future sales.

RESEARCH METHODOLOGY
 Primary Data

Questionnaire was used

 Secondary Data
Journals and websites
 Sampling: Non probability sampling (convenient sampling)  Sample size: 100  Sampling Area: Kozhikode, Kannur, and Wayanad  Statistical tools used: Percentage analysis, One way Anova.

INDUSTRY ANALYSIS
Market Share Tiller market share in India

6% 7% 32% VST Tillers Tractors Ltd. TAFE 32% KAMCO 23% 23% Aspee Agro Chineese and others 32% 45% KAMCO Tillers VST Tillers

Navyug Agro

Source: Company, Sushil Finance Research Estimates

Market Shares of the Largest Agro-Machinery Manufacturing Companies

Source: Compiled from CMIE Database, Industry: Market Size & Shares, Agricultural Machinery , April 2008, pp. 278-279.

Use of power for agriculture(KW/Ha)

There has been a sustained increase in the adoption of mechanization in an attempt to ensure greater return on investment (ROI) and sustainability of agriculture. Source:
FICCI, www.indiaagristat.com

Source: FICCI, www.indiaagristat.com

FINDINGS
1. The service centres don t show any interest in intimating the customers about the service date. 2. . The service centre staff doesn t have much knowledge and they doesn t respond to the needs of the customer. 3. . The service centre accessibility is poor. 4. A major share of the respondents say that they are not much happy about the total charge incurred in repairing the machine out of the warranty period.

5. About the customers perception most customers feel that repair speed is the most important factor in providing service. 6. Most of the customers say that the machine breakdowns 1-2 times a year. 7. Most customers are of the opinion that they want better service in future. 8. There will be a declain in profit that many customers are not willing to purchase anything from KAMCO nor they will recommend the product to others.

SUGGESTIONS
1. The service centre staff should be well trained. 2. Availability of spare needs to be improved in districts like Wayand. 3. The repair time should be reduced. 4. There should be more service centers in the districts. 5. There should be a customer care centre so that they can register their complaints from anywhere.

THANK YOU