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Documente Cultură
INTRODUCTION
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Introduction :This study will help to find the level of Customer Satisfactions of
The Customers. To know the reason for decline of customers at service stations to
know the perception of customers regarding the charges or rates offered by the
service stations and to know any suggestion from customers to improve the service.
The study is scheduled through primary data and other information
there by preparing questionnaire which focuses of various variables and attributes
that are important to know the satisfaction level and the factors affecting the
purchase decision.
Serving the consumer demand with the help of marketing channels, and
then in term expanding the market even in the face of keen competition.
The marketing objectives developed the marketing plan or program
and control the marketing program to assure the accomplishment of the marketing
objectives.
Marketing begins with the customer, not with Production cost, Sales,
Technological and Marks and it ends with CUSTOMERS SATISFACTION
AND SOCIAL WELL-BEING.
Marketing covers all business activities necessary for ascertaining
Market demand, Planning, and product availability, affecting transfer to
ownership of product, providing for their physical distribution and facilitating the
entire marketing process.
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Problem Statement :In todays competitive worlds customers plays an important role in
every business. The main propose of every business is to satisfy its existing
customers and attract a new customers which is also known as acquiring customer.
Based on the above statement I have to decided to take up my academic
project on CONSUMER BEHAVIOUR ON INDIAN OIL .
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NEED FOR THE STUDY :The need of the study is to analyze the customers behaviors and
relationship after sales and services and feel in the gaps if any which in turn can
improve the service to the customers of INDIAN OIL.
The modern marketing management tries to solve the basic problems of
consumers in the area of consumption. To survive in the market, a firm has to be
constantly innovating and understand the latest consumer needs and tastes. It will
be extremely useful in exploiting marketing opportunities and in meeting the
challenges that the Indian market offers. It is important for the marketers to
understand the buyer behavior.
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SCOPE OF THE STUDY :In this competitive world retaining the customers has become very
important, hence it has become part of business.
The scope of consumer behaviour has been briefly touched upon in the
previous section wherein it was explained that how consumer behaviour includes
not only the actual buyer and his act of buying but also the various roles played by
different individuals and the influence they exert on the final purchase decision. In
this section we shall define and explain the scope of study of consumer behaviour.
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{CHAPTER 2}
CONSUMER BEHAVIOUR
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CONSUMER BEHAVIOUR:Consumer Behaviour is the study of individual groups or organization and the
processes they used to select secure, use and dispose of products services,
experiences and ideas to satisfy needs and the impacts that these processes have
on the consumer and the society. It blends elements from psychology, sociology,
social anthropology, marketing and economics. It attempts to understand the
decision- making processes of buyers, both individually and in groups such as how
emotions affect buying behaviour.
It studies characteristics of individual consumers such as demographics and
behavioral variables in an attempt to understand peoples wants. It also tries to
assess influences on the consumer form groups such as family, friends, sports,
reference groups and society in general. Consumer behavior study is based on
consumer behavior, with the customer playing the three distinct roles of users,
payer and buyer.
Research has shown that consumer behaviour is different to predict even for
experts on the field. Relationship marketing is an influential assets for customer
behaviour analysis as it has a kneen interest in the re-discovery of the meaning of
making through the re-affirmation of the importance of the customer or buyer. A
greater importance is also placed on consumer relation, customer relationship
management, Personalization, Customization and one-to-one marketing.
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Again also in other word we can say that consumer behaviour refers to the
ultimate consumer. Many factors, specificities and characteristics influence the
individual in what he is and the consumer in his decision making process,
shopping habits, purchasing behaviour, the brands he buys or the retailers he goes.
A purchase decision is the result of each and every one of these factors. An
individual and a consumer is laid by his culture, his structure, his subculture, his
social class, his membership groups, his family, his personality, his psychological
factors, etcand his influenced by cultural trends as well as his social and
societal environment. By identifying and understanding the factors that influence
their customers, brands have the opportunity to develop a strategy, a marketing
message (Unique value proposition) and advertising campaigns more efficient and
more in line with the needs and ways of thinking of their target consumers, a real
asset to better meet the needs of its customers and increase sales.
Consumer behaviour refers to the selection, purchase and services for the
satisfaction of their wants. There are different processes involved in the consumer
behaviour. Initially the consumer tries to find what commodities he would like to
consume, then he selects only those commodities he would like to consume, then he
selects only those commodities that promise greater utility. After selecting the
commodities and takes the prevailing prices of commodities and takes the decision
about the commodities he should consume. Meanwhile, there are various other
factors influencing the purchase of products. Consumer such as social, cultural,
personal, and psychological.
The explanation of these factor is given below:Consumers buying behaviour is influenced by four major factors:1) Cultural
2) Social
3) Personal,
4) Psychological
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CONSUMER
STAGES OF CONSUMER BUYING BEHAVIOR :There are six stages of consumer behaviour which is following types discussed
below:Page 10 of 55
TYPES OF CONSUMER BEHAVIOR : The four types of consumer buying behaviour-buying low involvement frequently
purchased almost automatically.
Limited Decision Making -buying product occasionally. When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps,
requires a moderate amount of time for information gathering. Examples include
or knowing about engines working power of tractor for which it shows the brand
of the tractor by which the customer is purchasing the tractor according to
working capacity of the engine of the tractor or brand name of the tractor.
Extensive Decision Making/Complex high involvement, unfamiliar expensive and
infrequently bought products. High degree of economic performance psychological
risk. Includes cars, homes computers, education. Spend a lot of time seeking
information and deciding. Information from the companies MM; friends and
relatives, store personnel etc. Go through all six stages of the consumer buying
process.
Impulse buying, no conclusions planning.
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HISTORY OF CONSUMER RESEARCH:The Field of Consumer Behavior is rooted in the marketing concept, a
business orientation that evolved in the marketing concept, a business orientation
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buy what the firm has already produced, marketing oriented firms found that it was
a lot easier to produce only products they had first confirmed, through research,
that consumers wanted. Consumers needs and wants became the firms primary
focus. This consumers-oriented marketing philosophy came to be known as the
marketing concept. The key assumption underlying the marketing concept is that,
successful, a company must determine the needs and wants of specific target
markets and deliver the desired satisfaction better than the competition.
The marketing concept is based on the premise that a marketer should make
what it can sell, instead of trying to sell what it has made. Whereas the selling
concept focuses on the needs of the buyer and customer satisfaction. The
widespread adoption of the marketing concept by American business provided the
impetus for the study of consumers were highly complex individuals, subject to a
variety of psychological and social needs had priorities of different different
consumer segments differed dramatically, and in order to design new products and
marketing strategies that would fulfill consumers needs, they had to study
consumers and their consumption behaviour in depth.
Thus, the marketing concept underscored the importance of consumer
research and laid the group work for the application of consumer behaviour
principles to marketing strategy.
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ii.
iii.
iv.
v.
vi.
vii.
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SCOPE OF CONSUMER BEHAVIOR :The study of consumer behaviour deals with understanding consumption
patterns and behaviour. It includes within its ambit the answers to the following:
What the consumers buy: goods and services
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CONSUMER BEHAVIOR AS A DYNAMIC PROCESS:Consumer behaviour involves the understanding that acquisition, use and
disposition can occur over time in a dynamic sequence. In other words the study of
consumer behaviour is the study of how individuals make decision to spend their
available resources (money, time, efforts) on consumption-related items.
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{CHAPTER 3}
APPLICATION OF CONSUMER BEHAVIOUR :The study of consumer behaviour deals with basic questions related to
buying such as: what we buy and how we buy. The study of consumer behaviour
makes us aware of the subtle influences that persuade us use the product or
services of consumer behaviour theories and verification of applications of such
theories is necessary. Consumer behaviour is simple a larger field of human
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FOUR MAIN APPLICATION OF CONSUMER BEHAVIOUR :The most obvious application of consumer behaviour is for deriving
marketing strategy. New products initially adopted by a few consumers and spread
gradually to the rest of the population later. The companies that introduce new
products must be well financed so that they can stay afloat until their products
become a commercials success. It is also important to please initial customers,
since they will in turn influence many subsequent customers brand choices.
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(a) Consumer Needs need Motivation: - Consumer needs are the basis of all modern
Consumerism is defined as a social movement of citizens and government to enhance the rights
and powers of buyers in relation to seller.
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METHODS OF CUSTOMER RESEARCH IN MARKETING:There are a lot of different consumer behaviour research methods, for
examples: surveys, focus groups, interviews, storytelling, photography, pictures,
diaries, experiments, fields experiments, conjoint analysis, observations, purchase
panels, database marketing etc. Most popular types of consumer researches are inhouse marketing research departments, external marketing research firms,
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Therefore the authors would like to apply correlation methods to the list of
consumer behaviors analysis.
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The most important social influences are cultures, subcultures, social class,
family, and interpersonal or reference group influences. Culture refers to the
values, ideas, attitudes, and symbols that people adopt to the values, ideas,
attitudes, and symbols that people adopt to communicate, interpret, and interact as
members of society. In fact, culture describes a societys way of includes abstract
elements (values, attributes, ideas, religion), and material elements (symbols,
buildings, products, brands). The process of absorbing a culture is called
specialization. It continues throughout ones life and produces many specific
preferences for products and services, shopping patterns, and interactions with
others. Applied to marketing and consumer behaviour, it is referred to as consumer
specialization. At the same time according to the authors point of view the global
trends are connected with mix of cultures and lost of strict national traditions.
Many international events become a part of national celebrations.
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For example, Halloween day is not Latvian national celebration, but it becomes
usual. The concept of culture has two primary implications for marketing: it
determines the most basic values that influence consumer behaviour patterns, and
it can be used to distinguish subscribes that represent substantial market segments
and opportunities.
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{CHAPTER 4}
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Individual Differences :-
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Psychological factors are sometimes called internal factors, that is, their be
observed, but must be interfered from what people say or do.Situational factors are
all those factors particular to a time and place of observation that do not follow
from a knowledge of a personal (individual) and stimulus (choice alternative)
attributes and that have a demonstrable and systemic effect on current behaviour.
In other words, these factors are influences alternatives being considered. Such
factors may affect communications situation, purchase situation, or usage
situation.
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COMPANY PROFILE
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COMPANY PROFILE
Indian Oil Corporation (IndianOil) is India's largest commercial enterprise, with a sales turnover
of Rs. 4,50,756 crore (US$ 73.7 billion) and profits of Rs. 5,273 crore for the year 2014-15. It is
also the leading Indian corporate in Fortune's prestigious 'Global 500' listing of the world's largest
corporates, ranked at the 96th position for the year 2014. As India's flagship national oil company,
with a 33,000-strong work-force currently, Indian Oil has been meeting Indias energy demands
for over half a century. With a corporate vision to be 'The Energy of India' and to become 'A
globally admired company,'
Indian Oil's business interests straddle the entire hydrocarbon valuechain - from refining, pipeline transportation and marketing of petroleum products to exploration &
production of crude oil & gas, marketing of natural gas and petrochemicals, besides forays into
alternative energy and globalisation of downstream operations.
Having set up subsidiaries in Sri Lanka, Mauritius and the UAE, the
Corporation is simultaneously scouting for new business opportunities in the energy markets of Asia
and Africa. It has also formed about 20 joint ventures with reputed business partners from India and
abroad to pursue diverse business interests
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Downstream Majors
IndianOil accounts for nearly half of India's petroleum products market share, 31% national refining
capacity (together with its subsidiary Chennai Petroleum Corporation Ltd., or CPCL), and 71%
downstream sector pipelines through capacity.
The IndianOil Group owns and operates 10 of India's 22 refineries with a combined refining capacity
of 65.7 MMTPA (million metric tonnes per annum), i.e., approx. 1.31 million barrels per day. The 15MMTPA refinery under commissioning at Paradip on the east coast will raise the capacity to over 80
MMTPA.
The Corporation's cross-country pipelines network, for transportation of crude oil to refineries and
finished products to high-demand centres, spans over 11,220 km. With a throughput capacity of
80.49 MMTPA for crude oil and petroleum products and 9.5 MMSCMD for gas, this network meets
the vital energy needs of the consumers in an efficient, economical and environment-friendly
manner.
The Corporation has a portfolio of leading energy brands that includes Indane LPG cooking gas,
SERVO lubricants, XTRAPREMIUM petrol, XTRAMILE diesel, PROPEL petrochemicals, etc.
Besides IndianOil, both SERVO and Indane have earned the coveted Superbrand status.
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Countrywide Reach
IndianOil's network of over 43,000 customer touch-points reaches petroleum products to every nook
and corner of the country. These include over 24,400 petrol & diesel stations, including 6,200 Kisan
Seva Kendra outlets (KSKs) in the rural markets. The Corporation has a 65% share of the bulk
consumer business, and almost 6,400 dedicated pumps are in operation for the convenience of
large-volume consumers like the defence services, railways and state transport undertakings,
ensuring products and inventory at their doorstep. They are backed for supplies by 136 bulk storage
terminals and depots, 98 aviation fuel stations and 91 LPG bottling plants.
Indane LPG cooking gas reaches the doorsteps of 8.8 crore households in about 3,264 markets
through a network of 7,934 distributors. IndianOil's Aviation Service commands a 63.6% market
share in aviation fuel business, serving national and international flag carriers, private airlines and
the Indian defence services. During the XII Plan period (2012-17), the Corporation is investing Rs.
56,200 crore in a host of projects that include augmentation of refining capacity, expansion of
petrochemicals infrastructure, and building the E&P portfolio. [4]
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Cutting-Edge R&D
IndianOil's sprawling R&D Centre at Faridabad near Delhi is one of Asia's finest, and plays a key
role in supporting the Corporation's business interests by developing economical, environmentfriendly technology solutions. It has won recognition for four decades of pioneering work in lubricants
formulation, refinery processes, pipeline transportation and alternative fuels, and holds 384 active
patents, of which 233 are international patents.
The vibrant research undertaken by the Centre in tribology is showcased by IndianOil's SERVO
productline, with over 4,000 lubricant & grease formulations to suit all conceivable applications. The
Centre has also developed several in-house refinery process technologies and catalysts to suit
Indian conditions. Its alternative energy programmes include bio-energy, solar energy, Hydrogen
energy, H-CNG blends, synthetic fuels and shale oil. The Centre is also focussed on cutting-edge
research in the areas of nanotechnology, petrochemicals & polymers, coal gasification/ liquefaction,
and gas-to-liquid technologies.
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New Businesses
IndianOil is the second largest player in the domestic petrochemicals market, besides exports to
about 60 countries. The Corporation offers a full slate of petrochemical products and intermediates
under the brand name PROPEL.
IndianOil made its big-ticket entry into petrochemicals with the commissioning of the country's
largest LAB (Linear Alkyl Benzene, used in the production of detergents) plant at its Koyali Refinery
in August 2004. An integrated PX/PTA (Paraxylene/Purified Terephthalic Acid) complex came up at
Panipat in Haryana in 2006. The PTA plant is the single largest unit in India, with a world-scale
capacity of 5,53,000 MTPA, and produces polyester intermediates. A world-class Naphtha Cracker
with downstream polymer units, set up at Panipat in 2010, is the largest operating cracker capacity
in India producing polymer (plastics) intermediates. [5]
To further consolidate its presence in the petrochemicals business, IndianOil is setting up a
polypropylene plant and an ethylene glycol plant at its Paradip Refinery.
As part of its Exploration & Production portfolio, IndianOil has participating interest in 10 domestic
and seven overseas blocks. Out of the 10 domestic blocks, the Corporation is the operator (with
100% participating interest) in two onshore exploration blocks in the Cambay Basin, and holds nonoperating participating interest ranging from 20% to 43.5% in the remaining eight. The seven
overseas blocks are located in Libya, Gabon, Nigeria, Yemen, Venezuela, Canada and USA.
IndianOil took up natural gas marketing in 2004. Since then, the Corporation has expanded its
customer base significantly by leveraging its inherent strengths and countrywide reach. Its innovative
'LNG at the doorstep' initiative has benefited bulk users located away from gas pipelines.
IndianOil is co-promoter of PLL (Petronet LNG Ltd.), which has set up LNG (Liquefied Natural Gas)
import terminals at Dahej & Kochi, and has marketing rights for 30% of the LNG procured by PLL. It
is also in the process of sourcing more quantities of LNG directly to meet the increasing domestic
requirements, and is setting up a 5-MMTPA terminal at Ennore near Chennai for LNG imports.
IndianOil currently operates city gas distribution networks in Agra and Lucknow through Green Gas
Ltd., its joint venture with GAIL (India) Ltd. Similar networks are coming up at Allahabad and
Chandigarh, to be followed by Ernakulam, Daman and Panipat. Furthermore, in consortium with
GSPC, HPCL and BPCL, IndianOil has won bids for laying gas pipelines from Mallavaram to
Bhilwara and Vijaypur via Bhopal, from Mehsana to Bhatinda, and from Bhatinda to Jammu and
Srinagar. The Corporation has also formed a consortium with M/s. Adani Gas Ltd. to develop city gas
distribution networks on a pan-India basis.[6]
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Partnering Communities
As the flagship public sector enterprise of India, IndianOil has successfully combined its corporate
social responsibility agenda with its business offerings, meeting the energy needs of millions of
people every day, across the country - from Kashmir in the north to Kanya Kumari in the south, from
Kutch in the west to Kohima in the east.
Besides, the Corporation partners communities in which it operates by supporting innumerable
initiatives connected with health, family welfare, education, environment protection, provision of
potable water, sanitation, and empowerment of women and other marginalised groups. IndianOil has
always been in the forefront in times of national emergencies, and IndianOilPeople have time and
again rallied to help victims of natural calamities by maintaining uninterrupted supply of petroleum
products, and contributing to relief and rehabilitation measures in cash and kind.
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{CHAPTER 5}
Initially model analysis was carried out to estimate the natural frequencies of
the system. First 10 models were extracted in this analysis. Acceleration was
measured at different locations. Sensor location on were chosen such that
maximum sensitive was observed. The measured acceleration peak value on the
fender at base locations were in turn used for the Frequency Response analysis in
optistruct.
Marketing Strategy and Customer Behavior
(i) Marketing Analysis
(a) Consumer
(b) Company
(c) Competition
(d) Condition
(ii) Marketing Segmentation
(e) Identification product received results
(f) Group customers with similar need sets
(g) Describe each group
(h) Select target market
(iii) Marketing Strategy
(i) Product
(j) Price
(k) Distribution
(l) Communication
(m) Service
(iv) Consumer Decision Process
(n) Problem Recognition
(o) Information Search-internal, external
(q) Purchase
(r) Use
(s) Evolution
(v) Outcomes
(t) Customer Satisfaction
(u) Sales
(v) Product images
The figure shows the consumer life style in the centre of the circle. The
consumer and his life style is influenced by a number of factors shown all around
the consumer. These are culture, subculture, values, demographic factors, social
status, and reference groups, house hold and also the internal make up consumer,
which are a consumers emotions, personally motives of buying, perception and
learning. Consumer is a lead to the formation of attitudes and needs of the
consumer.
Then follows the process of decision making as shown in the rectangle which
consists of the problem recognition, information search (which is both internal and
external) than the evaluation and selection procedure, and finally the purchase and
use of the product the customer may be satisfied or dissatisfied with the product.
This is known as post purchase behaviour. The existing situation also play an
important role in the decision making process. The dotted line shows the feedback.
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CURRENT TRENDS
IN
CONSUMER BEHAVIOR
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PERSONAL INFLUENCE
ON
CONSUMER BEHAVIUOR
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PERSONAL INFLUENCE ON CONSUMER BEHAVIUOR :Personal influence is the best described as the effect or change in a persons
attitudes or behaviour as a result of communication with others. It can occur in a
number of ways. The following distinction can be made to indicate the
multidimensional nature of this communicating phenomenon:
1. Communicating leading to influence may be source-initiated (by the
influence) or recipient-initiate (by the influence).
2. Communication may result in one-way or two way influences. That is, the
individual may influence while being influenced.
3. Communication resulting in influence may be verbal or visual (According to
Robertson 1971;1970).
Personal Influence is frequently used synonymously with the term word of
mouth advertising or communication. Since word of mouth is oral
communication, it is actual subset of personal influence. Promotional activities
conducted by the marketer are not the only or necessarily the most important
influences on purchasing behaviour.
There is evidence that favorable word-of-mouth communication can actually
have more influence than the huge sums spent on advertising. Consequently, many
companies advertise little and depend instead, on word-ofmouth promotion.
Whether for durable goods or nondurable, products or services, word-ofmouth
advertising has a big impact.
The marketer frequently tries to create a synthetic or simulated word-ofmouth program by using celebrities in advertising campaigns. These spokes people
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enter our home via the media and speak to us as if it were a one-to one
conversation. This simulated personal influence may nevertheless by very effective.
It is clear that personal influence- whether actual or synthetic-can be quite
convincing. The marketer is vitally interested in this process because a products
success appears dependent on it. It is very important, therefore, that mostly
favorable, not unfavorable, communications take place.
Therefore, it is very important to marketers to manage the personal influence
and word-of-mouth communications process effectively. Why is the word-of-mouth
communication so strong? There seem to be three main reasons for its dominant
position in relation to impersonal media:
1. Consumers view word-of-mouth as reliable and trustworthy information which
can help people to make better buying decisions.
2. In contrast to the mass media, personal contacts can provide social support and
give a stamp of approval to a purchase.
3. The information provided is often backed up by social-group pressure to force
compliance with recommendations. (Arndt 1967; 25)
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CONCLUSION
CONCLUSION :-
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BIBLIOGRAPHY
Text Books :-
www.google.co.in
www.balancesheet2014mahacement.co.in
www.slideshare.com
www.consumerbehaviour.co.in
www.customerrelaionship.in
www.indian oil.co.in
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