A STUDY ON CUSTOMER SATISFACTION IN DOMESTIC SALES WITH REFERENCE TO ANGLO FRENCH TEXTILES (PTC Ltd.

,) PUDUCHERRY

TABLE OF CONTENTS LIST OF TABLES LIST OF CHARTS CHAPTER NO.

1 2 3 4 5 6 7 8

TITLE INTRODUCTION REVIEW OF LITERATURE OBJECTIVES OF THE STUDY RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION FINDINGS, SUGGESTIONS, RECOMMENDATIONS OF THE STUDY CONCLUSION LIMITATION AND SCOPE OF THE STUDY

PAGE NO. 1 11 19 20 23 46 49 50

APPENDCES:ANNEXURES ANNEXURES - 1. BIBLIOGRAPHY - 2. QUESTIONNAIRE

ABSTRACT

III

This project report entitled A Study on customer satisfaction in domestic Sales with reference to AFT puducherry is intended to determine the customer satisfaction, products awareness, fluctuation of demand and needs and wants of the customers. Primarily the well defined objectives are framed according to the study. Then questionnaire is prepared based on the defined objectives. The prepared questionnaire is used to get by way of personal interview from the customers. The response given by the customers are analyzed and interpret using different types of statistical tools such as percentage analysis, chi-square method. From the analysis some general findings are araised and that are more related with the framed objectives for this study. According to the findings the suggestion are given and the conclusions are also based on the findings which will be more helpful for the organizations.

LIST OF TABLES

IV

TABLE NO
6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 6.9 6.10 6.11 6.12 6.13 6.14 6.15 6.16 6.17 6.18 6.19 6.20

TITLE
GENDER WISE RESPONDANTS DETAILS AGE WISE RESPONDANTS DETAILS

PAGE NO
17 18

OCCUPATION WISE RESPONDENTS DETAILS 19 MONTHLY INCOME WISE RESPONDENTS DETAILS HOW LONG YOU HAVE BEEN A CUSTOMER OF AFT 21 HOW OFTEN YOUR PURCHASING THE CLOTH 22 OPINION OF THE LEVEL OF SATISFACTION REGARDS TO DURABILITY THROUGH WHOM YOU CAME TO KNOW ABOUT THE AFT PRODUCTS REPRESENTING THE FACTOR ATTRACTED YOU TO BUY AFT PRODUCTS OPINION OF THE CUSTOMER ABOUT WHAT KIND OF FABRIC PURCHASING IN AFT REPRESENTING THE REPURCHASE OF AFT PRODUCTS REPRESENTING THE QUALITY OF AFT PRODUCTS REPRESENTING THE PRICE OF AFT PRODUCTS 29 OPINION OF THE CUSTOMER ABOUT QUANTITY OF PURCHASE REPRESENTING THE COMMENTS OF THE QUALITY OF AFT PRODUCTS REPRESENTING THE FEEL ABOUT AFT FABRIC OPINION OF THE CUSTOMER USING AT THE TIME OF WASH RECOMMEND THE AFT PRODUCT TO YOUR FRIEND OPINION OF THE CUSTOMER ABOUT FACTORS OF AFT FABRIC OPINION OF THE CUSTOMER ABOUT THE ADVERTISEMENT OF AFT FABRIC 30 31 32 33 34 35 36 23 24 25 26 27 28 20

6.21 6.22 6.23 6.24 6.25 6.26

OPINION OF THE CUSTOMER ABOUT THE OVER ALL SATISFACTION OF AFT FABRIC REPRESENTING THE LEVEL OF SATISFACTION IN REGARD TO CUSTOMER SERVICE OPINION OF THE REGULAR CUSTOMER ABOUT AFT

37 38 39

OPINION OF THE NON REGULAR CUSTOMER ABOUT AFT OPINION OF THE CUSTOMER ABOUT THE PREFERENCES OF FABRIC PURCHASING IN AFT * REPRESENTING THEIR FEEL ABOUT AFT FABRIC REPRESENTING THE REPURCHASE OF AFT PRODUCTS * REPRESENTING THE PRICE OF AFT PRODUCTS

40 41 42

LIST OF CHARTS TABLE NO

6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 6.9 6.10 6.11 6.12 6.13 6.14 6.15 6.16 6.17 6.18

V PAGE NO
17

TITLE
GENDER WISE RESPONDANTS DETAILS AGE WISE RESPONDANTS DETAILS

18 OCCUPATION WISE RESPONDENTS DETAILS 19 MONTHLY INCOME WISE RESPONDENTS DETAILS HOW LONG YOU HAVE BEEN A CUSTOMER OF AFT 21 HOW OFTEN YOUR PURCHASING THE CLOTH 22 OPINION OF THE LEVEL OF SATISFACTION REGARDS TO DURABILITY THROUGH WHOM YOU CAME TO KNOW ABOUT THE AFT PRODUCTS REPRESENTING THE FACTOR ATTRACTED YOU TO BUY AFT PRODUCTS OPINION OF THE CUSTOMER ABOUT WHAT KIND OF FABRIC PURCHASING IN AFT REPRESENTING THE REPURCHASE OF AFT PRODUCTS REPRESENTING THE QUALITY OF AFT PRODUCTS REPRESENTING THE PRICE OF AFT PRODUCTS 29 OPINION OF THE CUSTOMER ABOUT QUANTITY OF PURCHASE REPRESENTING THE COMMENTS OF THE QUALITY OF AFT PRODUCTS REPRESENTING THE FEEL ABOUT AFT FABRIC OPINION OF THE CUSTOMER USING AT THE TIME OF WASH RECOMMEND THE AFT PRODUCT TO YOUR FRIEND 30 31 32 33 34 23 24 25 26 27 28 20

6.19 6.20 6.21 6.22 6.23 6.24 6.25 6.26

OPINION OF THE CUSTOMER ABOUT FACTORS OF AFT FABRIC OPINION OF THE CUSTOMER ABOUT THE ADVERTISEMENT OF AFT FABRIC OPINION OF THE CUSTOMER ABOUT THE OVER ALL SATISFACTION OF AFT FABRIC REPRESENTING THE LEVEL OF SATISFACTION IN REGARD TO CUSTOMER SERVICE OPINION OF THE REGULAR CUSTOMER ABOUT AFT

35 36 37 38 39

OPINION OF THE NON REGULAR CUSTOMER ABOUT AFT OPINION OF THE CUSTOMER ABOUT THE PREFERENCES OF FABRIC PURCHASING IN AFT * REPRESENTING THEIR FEEL ABOUT AFT FABRIC REPRESENTING THE REPURCHASE OF AFT PRODUCTS * REPRESENTING THE PRICE OF AFT PRODUCTS

40 41 42

CHAPTER 1 INTRODUCTION 1.1 INDIAN TEXTILE INDUSTRY The Indian textile industry is one of the largest in the world with a massive raw material and textiles manufacturing base. Our economy is largely dependent on the textile manufacturing and trade in addition to other major industries. About 27% of the foreign exchange earnings are on account of export of textiles and clothing alone. The textiles and clothing sector contributes about 14% to the industrial production and 3% to the gross domestic product of the country. Around 8% of the total excise revenue collection is contributed by the textile industry. So much so, the textile industry accounts for as large as 21% of the total employment generated in the economy. Around 35 million people are directly employed in the textile manufacturing activities. Indirect employment including the manpower engaged in agricultural based raw-material production like cotton and related trade and handling could be stated to be around another 60 million. A textile is the largest single industry in India (and amongst the biggest in the world), accounting for about 20% of the total industrial production. It provides direct employment to around 20 million people. Textile and clothing exports account for one-third of the total value of exports from the country. There are 1,227 textile mills with a spinning capacity of about 29 million spindles. While yarn is mostly produced in the mills, fabrics are produced in the power loom and handloom sectors as well. The Indian textile industry continues to be predominantly based on cotton, with about 65% of raw materials consumed being cotton. The yearly output of cotton cloth was about 12.8 billion m (about 42 billion ft). The manufacture of jute products (1.1 million metric tons) ranks next in importance to cotton weaving. Textile is one of Indias oldest industries and has a formidable presence in the national economy inasmuch as it contributes to about 14 per cent of

manufacturing value-addition, accounts for around one-third of our gross export earnings and provides gainful employment to millions of people. They include cotton and jute growers, artisans and weavers who are engaged in the organized as well as decentralized and household sectors spread across the entire country.

1.2 ROLE OF INDIAN TEXTILE INDUSTRY IN THE ECONOMY Textile industry plays a significant role in the economy. The Indian textile industry is one of the largest and most important sectors in the economy in terms of output, foreign exchange earnings and employment in India. It contributes 20 per cent of industrial production, 9 per cent of excise collections, 18 per cent of employment in industrial sector, nearly 20 per cent to the countrys total export earnings and 4 per cent ton the GDP. The sector employs nearly 35 million people and is the second highest employer in the country. The textile sector also has a direct link with the rural economy and performance of major fiber crops and crafts such as cotton, wool, silk, handicrafts and handlooms, which employ millions of farmers and crafts persons in rural and semi-urban areas. It has been estimated that one out of every six households in the country depends directly or indirectly on this sector. India has several advantages in the textile sector, including abundant availability of raw material and labor. It is the second largest player in the world cotton trade. It has the largest cotton acreage, of about nine million hectares and is the third largest producer of cotton fiber in the world. It ranks fourth in terms of staple fiber production and fourth in polyester yarn production. The textile industry is also labor intensive, thus India has an advantage. 1.3 PROFILE OF ORGANIZATION 1.3.1 HISTORY OF MILL Anglo French textiles limited were founded in 1898. Then called as rodier mill. In 1951 the name was changed from rodier mill to Anglo French textile (AFT) limited and during the year the mill was equipped with spinning capacity of 44256 spindles and processing with 1000 looms. After this incorporation, best and company private limited managed the mill as managing agents. The rodier mill had run into difficulties prior the defecate transfer of the French rule in Pondicherry to the Indian union. The mills in Pondicherry exported all the products to French overseas territories through the market dried up in 1955 due to the transfer of pondicherry territory

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to the Indian union government. However the position improved by 1958 with the establishment of the marketing network in India and the mill was modernized in to some extend. In 1963, the management changed hands and the late Sri Ramachari a senior industrialist in the textile field, took over the reins of the mill and the mill made very considerable improvement, in as 75 % of its product were exported. In 1964, the mill expanded and a new mill was commissioned with 687 automatic looms. In 1975 a spinning unit canvas mill with 13500 spindles was starts at Ayyankutti Pallayam. In 1981 Jatia & Somani group from Bombay took over the mill. Due to mismanagement and lab our problems, the mills financial position declined considerably and it was closed down on 4th July 1983. The manager then fled to Bombay and for 6 months the employees didnt get their wages. After two and a half years the mill was taken over by the government of pondicherry under 2988 textile act and the mill was placed under pondicherry Textile Corporation limited. The security department looked after the mills from 1984 to 1986. The cleaning of the mills machinerys was taken up from 8.12.1985 and the canvas mill (now calledcount) was restarted from 27.3.1986 and a and b units (old and new mill) were started on 10.7.1986. After the take over the mil by the government, new machinerys were commissioned shuttle less looms with a width 230 were imported from USSR and installed in c unit. In the processing department also, new machineries were added for and increased capacity. The spinning and weaving department were expanded too. The mill under pondicherry Textile Corporation limited launched many valuable welfare schemes. The mill at present has a tailoring unit at the industrial estate were employees childrens are given training. The mill has 3 shifts, all seven days a week and has 5750 workers, 692 staff members which include clerks, supervisors and officers.

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1.3.2 PRODUCT PROFILE IN AFT The spectrum of product versatility 1.3.2.1 Industrial fabrics 1. Foam coated curtain lining. 2. PVC coated fabrics. 3. Recreational and camping equipment. 4. Abrasives. 5. Belting. 6. Shoe uppers. 1.3.2.2 Institutional fabrics suitable for 1. Entire range of hospital line. 2. Hotel and restaurant linen. 3. Uniforms fabrics schools, institutions, factories, defense and Para-military organizations. 4. Fire-resistant fabrics. 5. Stain-resistant fabrics. 1.3.2.3 Consumer product which consist of 1. 2. 3. 4. 5. Household linen of all types. Dress material satin, twills, poplin, chambray, oxford, cambric Furnishings & draperies. Specialized fabrics and fashion garments. Ready-mades.

12

1.3.3 MANAGEMENT AT AFT At, present, the Anglo French textiles in managing by a chairman-managing director, subject to control and supervision of board of directors. The control and supervision of consists of a chairman and five directors. All the directors are appointed by a set of memorandum and articles of association. 1.3.4 BRIEF ACCOUNT OF OTHER DEPARTMENTS The various departments in AFT are viz. 1.3.4.1 Production department Spinning department blow room, carding and spinning. Weaving preparatory department winding, warping and sizing. Weaving department loom shed. Processing department bleaching, printing and dyeing. Warehouse department examining, packing and bailing. 1.3.4.2 Service departments Marketing department Finance and accounts department Purchase and stores Quality assurance Personnel department 1.3.5 QUALITY COMMITMENT Anglo French textile is dedicated to a system of quality management, which will ensure that its products and services meet the requirements of its customers at all times. At each and every stage of production process control is done to ensure quality.

13

Anglo French is Dedicated:To a system of quality Management, which will ensure That its products and services Meet the requirements of its Customer at all times. 1.3.6 QUALITY POLICY Do it right and keep it right The watchwords are:A world full of satisfied customers Where quality is by design and excellence and obsession Where quality is the word, an Anglo French textile is the pass word.

14

1.4 NEED FOR THE STUDY AFT is one of the leading textile industries in India. It occupies a predominant role in textile industry. AFT have a strong role in domestic sales. But still the company wants a change in the domestic sales department. According to the current trend of the market. For that the study helps to accomplish the present market situation, and also to know and increase the level of customer satisfaction. The study also helps to show the company where they are standing in the market, and also suggest ideas to improve their domestic sales by providing the products according to the customers needs and wants.

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CHAPTER 2 REVIEW OF LITERATURES 2.1 INTRODUCTION TO CUSTOMER SATISFACTION Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.

2.1.1 MEASURING CUSTOMER SATISFACTION Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. Since satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry, Brodeur between 1990 and 1998[3] defined ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness,

16

Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. According to Garbrand, customer satisfaction equals perception of performance divided by expectation of performance.

The usual measures of customer satisfaction involve a survey with a set of statements using a Liker Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of the performance of the organization being measured.

2.2 CUSTOMER SATISFACTION IS KEY BY MARTIN STOLEMAN As a consultant for people who are considering starting their own small business, I naturally have many things to share with people. Clients come to me with a host of questions about the process of starting a business and about the details of what to focus on above everything else. Once we have talked through the logistics and the finances that are necessary in starting a business, I quickly move into talking about the keys to running a successful business. The first key that I always talk about is customer satisfaction. Before I share with clients that customer satisfaction is my number one key to success, I make them list in order of priority what they feel are the top ten keys to success in their future business. This is important because it gets them thinking about their goals and about actually having to perform for their business to be a success. Most of the time my clients rank customer satisfaction somewhere in 17

their list, but it is very rare that it makes the number one spot. They are shocked when I reveal my list and they see customer satisfaction all the way on the top. I feel strongly about customer satisfaction for many reasons. I guess the biggest reason is that the whole purpose of a business is to invite customers and to meet a need that they have. If business owners and potential business owners lose sight of the fact that they are in business for the customer and not for the money, then they will never have a successful business. I find that businesses are prosperous and long-lasting to the degree that they truly do make customer satisfaction the center of all they do. Customer satisfaction means a variety of things for the business owner, but the main thing it means is that the needs of the customer are the bottom line and the driving force behind all decisions that are made for the business. It means that gaining and keeping customers is important enough to a business that they are willing to make changes if necessary based on what customers want. Customer satisfaction is the missing key in many struggling businesses. Give customers what they want in a way they want and in a friendly matter and many more of our companies would be doing better. Customer satisfaction is hard to achieve, yet with intention and care it can be rewarding for everyone involved. 2.3 CONDUCTING AN EFFECTIVE CUSTOMER SATISFACTION PROGRAM JOHN SLOVAK Most customer interaction studies have a couple of core issues that we'd like to measure. Among the top are: satisfaction, importance, and loyalty. Satisfaction is how satisfied are your customers with respects to the various services and attributes of your engagement with theirs: A. over-all product/service satisfaction B. pre-sales support BY

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C. ongoing support and customer service D. cancellation reasons and drop-outs Importance covers what is really important to your customers and what are not. For example: if most of your customers think on-site support is not very important, having a high satisfaction score on that will not significantly affect the bottom-line. Loyalty is what do your customers think about you really and how they perceive your services. With the high cost involved in the acquisition of new customers (about 10x) this usually plays a critical role in the development of your business and services that you provide. For most businesses, customer retention directly affects the profitability. Businesses today realize that one of the keys to success in the competitive marketplace is effective customer management. Companies see customer relationship as a strategic advantage and have invested a lot of effort in making sure that Customer Relationship Management (CRM) is high on the priority list. However, few companies have invested effort in terms of having a continuous measurement strategy that can signal potential dips in real-time. 2.4 CONDUCTING CUSTOMER SATISFACTION RESEARCH ZAYKOSKI Understanding the needs of your customers is an important tool for identifying a starting point for future improvement. Before spending a great deal of valuable time, money, and resources on service improvement programs, you must understand how your customers rate your current service and how you can improve this service in the future. Conducting customer satisfaction research allows customers to communicate their current satisfaction levels, establishes effective metrics with which to track future progress, and lays a foundation for constructive discussions about the strong and weak points of your service plan. When choosing a survey method, you must assess the resources available for surveying, the type of information you are looking to obtain, and the type of customer you would like to survey. A BY LEIGH A.

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random customer survey measures overall customer satisfaction and can outline any general service problems. When conducting a random customer survey, you will select a percentage of your customers and contact them by telephone, e-mail, or in person. After contacting these customers, they are asked to rate the level of service provided by your company. When conducting a random customer survey, it is important to remember that the usual response rate ranges from forty to sixty percent. You will need to remember this when choosing how many customers to contact initially. Conducting a random survey is a good choice if you have never done customer satisfaction research before. Conducting a company-wide attitude survey will allow you to evaluate how satisfied staff members are with their jobs, how well the lines of communication within your company are functioning, and whether or not your employees feel a sense of camaraderie on the job. Conducting a lost account survey involves surveying customers who have closed their accounts with your company. The interviews are conducted either by telephone or in person and let the former customers know that you are attempting to fix your service problems. A target account survey involves surveying a specific group of customers rather than a random sample. This type of survey is particularly useful for improving service to a specific segment of your customer base. Finally, a customer exit survey involves conducting interviews as customers exit a business establishment. This is a useful tool because it catches the customer immediately following their service experience. This provides more accurate and immediate feedback on the service experiences of your customers. The data collected from the survey can be a critical tool in determining service areas that can be improved. It is important to analyze this data from two angles. First, what aspects of your service plan are failing your customers? Second, how well are the service experience and sales messages you put forth making it into customer consciousness? By carefully analyzing the data and forming a solid action plan, you can not only eliminate ineffective aspects of your service, but help ensure your service drives your sales message home.

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CHAPTER 3 OBJECTIVES OF THE STUDY To find out the customer satisfaction in AFT domestic sales of products. To find out the domestic sales of products awareness among society. To find out the reason for fluctuation in the demand. To know the needs and wants of the customers. Suggestions for improving domestic sales of products in AFT.

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CHAPTER 4 RESEARCH METHODOLOGY Research methodology is way to systematically solve the research problem. It is a plan of action for a research project and explains in detail how data are collected and analyzed. Research Methodology may be understood as a science of studying how research is done scientifically. It can cover a wide range of studies from simple description and investigation to the construction of sophisticated experiment.

A clear objective provides the basis of design of the project. Since the main objective of this study is to identify the customers preference, expectation and perception. It was decided to use descriptive research design include, surveys and fact-findings enquires of different kinds, which found out to be the most suitable design in order to carry out the project. 4.1 MEANING OF RESEARCH Research is an art of scientific investigation. The advanced learners dictionaries of current English lay down the meaning of research as, a careful investigation (or) inquiry especially through search for new facts in any branch of knowledge. Redmen and Mary research as a systematic effort to gain knowledge.

4.2 RESEARCH DESIGN

A Research design is plan that specifies the objectives of the study, method to be adopted in the collection of the data, tools in analysis of data and helpful to frame hypothesis. A research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to research purpose with economy in procedure.

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Research design is needed because it facilitates the smooth sailing of the various project operations, thereby making the project as efficient as possible yielding maximal information with minimal expenditure of effort time and money. reliability of the data collected. Also it minimizes bias and maximizes the

4.3 DATA COLLECTION The data collection pertaining to the study involves on the basis of primary data and secondary data. 4.3.1 Primary data The primary data have been collected form costumers by personal interview by selecting consumers belonging to business, professional, private and government employee. 4.3.2 Secondary data The secondary data is undertaken only among the domestic sales department with in the organization. 4.4 SAMPLING PLAN Sampling plan is to be decided about the sampling unit, sampling method, sampling size. 4.4.1 Sampling unit The survey is conducted from the customers. 4.4.2 Sampling method. In this study the samples were drawn using random sample method. 4.4.3 Sampling size Sample studies were selected from the sampling unit. The estimated total sample size is 100 in Pondicherry 4.5 AREA OF THE STUDY Primary data were collected from Pondicherry at AFT textiles and branch of another shop. 23

4.6 STATISTICAL TOOLS The following statistical techniques have been for the study 1. Percentage Analysis. 2. Chi-square Test 4.6.1 Percentage Method: The percentage method was extensively used for findings various details. It is used for making comparison between two or more series of data. It can be generally calculated. Percentage of customers is given by = (Number of customers / total customers) * 100

4.6.2 Chi-square test The chi-square test has been used to find the relationship between variables, as it is applicable for cross-tabulated data This test has been used to determine whether or not there is any association statistically, between the variables in data collected. The chi-square contingency table has been used, as it is appropriate for the hypothesis of independence between two nominally scaled variables. Chi square (2) = (Oij-Eij)2 / Eij

Where Oij= Observed frequency of the cell in ith roe and jth column Eij= Expected frequency of the cell in ith row and jth column

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CHAPTER 5 DATA ANALYSIS AND INTERPRETATION TABLE - 5.1 GENDER WISE RESPONDANTS DETAILS GENDER MALE FEMALE TOTAL NO OF RESPONDENT 53 47 100 PERCENT 53 47 100

GENDER WISE RESPONDENTS DETAILS 100 80 60 40 20 0 NO OF RESPONDENT MALE FEMALE TOTAL MALE, 53 FEMALE, 47 TOTAL, 100

INTERPRETATION

25

From this above table shows that 53% of the respondents are male and 47% of respondents are female.

TABLE - 5.2 AGE WISE RESPONDANTS DETAILS NO OF RESPONDENT 13 36 35 16 100

AGE 20-30 30-40 40-50 above-50 Total

PERCENT 13 36 35 16 100

AGE WISE RESPONDENTS DETAILS 100 80 60 40 20 0 20-30 13 36 35 16 100

NO OF RESPONDENT 30-40 40-50 above-50 Total

INTERPRETATION:-

26

From the above table that 13%of respondents among the age group of 20-30, 36% of respondents come under the group of 30-40, 35% of respondents come under the group of 40-50 and remaining 16% of respondents are above 50.

TABLE - 5.3 OCCUPATION OF THE RESPONDENTS OCCUPATION Businessman Government employee Private employee Student Professional Total NO OFRESPONDENT 11 30 36 4 19 100 PERCENT 11 30 36 4 19 100

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OCCUPATION OF THE RESPONDENT 100 80 60 40 20 0 11 30 36 19 4 NO OF RESPONDENT Government employee Student Total 100

Businessman Private employee Professional

INTERPRETATION From the above table 30% are government employee, 36% Private employee and 19 %respondents are professional.

TABLE 5.4 MONTHLY INCOME

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MONTHLY INCOME
100 MONTHLY INCOME 80 <5000 60 5000-10000 10000-15000 40 >15000 20 Total 0

100
NO OF RESPONDENT 5 PERCENT 5 21 44

44 44 21 5
30

21

30

30 100

100

NO OF RESPONDENT 5000-10000 10000-15000 >15000 Total

<5000

29

HOW LONG YOU HAVE BEEN A CUSTOMER OF AFT 100

100 80 60 40 20 0
<1 Year 5-10 Year 1-3 Year >10 Year

20

18

23

24 15

3-5 Year Total

INTERPRETATION:In the above table the customer of aft product is 20% of respondents are < 1 year, 23% of respondents are 3-5 years, and 24% of respondents are 5-10 years.

TABLE 5.6 HOW OFTEN YOURE PURCHASING THE CLOTH OPINION Once in 6 months Once in 3 months once in 1 months once in a year Total NO OF RESPONDENT 45 15 1 39 100 PERCENT 45 15 1 39 100

30

HOW OFTEN YOUR PURCHASING THE CLOTH 100 90 80 70 60 50 40 30 20 10 0

100

45 15 1

39

NO OF RESPONDENT Once in 6 months once in a year Once in 3 months Total once in 1 months

INTERPRETATION:In the above table the respondent of purchasing the cloth once in 6 months is 45%, and the respondents once in a year is 39%. TABLE - 5.7 OPINION OF THE LEVEL OF SATISFACTION REGARDS TO DURABILITY OPINION NO OF RESPONDENT PERCENT

31

Excellent Good Fair Total

26 67 7 100

26 67 7 100

OPINION OF THE LEVEL OF SATISEACTION GEGARDS TO DURABILITY

100 80 60 40 20 0
Excellent Good Fair

100 67 26 7

Total

INTERPRETATION:From the above table, 26% respondents are excellent, 67% respondents are good in the level of sati factions regards to value.

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TABLE 5.8 THROUGH WHOM YOU CAME TO KNOW ABOUT THE AFT PRODUCTS OPINION Friends & Relatives Advertisement Agent Total NO OF RESPONDENT 90 9 1 100 PERCENT 90 9 1 100

THROUGH WHOM YOU CAME TO KNOW ABOUT THE AFT PRODUCTS 100 80 60 40 20 0 Friends & Relatives Advertisement Agent Total 9 1 90 100

INTERPRETATION:-

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From the above table, 90% respondents are belongs to Friends & Relatives, 9% respondent are belongs to Advertisement.

TABLE 5.9 REPRESENTING THE FACTOR ATTRACTED YOU TO BUY AFT PRODUCTS OPINION Discounts Quality Trade mark Total NO OF RESPONDENT 7 78 15 100 PERCENT 7 78 15 100

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REPRESENTING THE FACTOR ATTRACTED YOU TO BUY AFT PRODUCTS 100 80 Quality 78 60 40 20 0 Discounts Quality Discounts 7 Trade mark 15 Trade mark Total

Total 100

INTERPRETATION:From the above table78% respondents are belongs to Quality, 15% respondents are belongs to Trade mark.

TABLE 5.10 OPINION OF THE CUSTOMER ABOUT WHAT KIND OF FABRIC PURCHASING IN AFT

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OPINION Pant & Shirt Cotton cloth Screen cloth Bed spread Towels Total

NO OF RESPONDENT 15 23 25 22 15 100

PERCENT 15 23 25 22 15 100

OPINION OF THE CUSTOMER ABOUT WHAT KIND OF FABRIC PURCHASING IN AFT 100 80 60 40 20 0

100

15

23

25

22

15

NO OF RESPONDENT Pant & Shirt Bed spread Cotton cloth Towels Screen cloth Total

36

INTERPRETATION:From the above table 23% respondents are belongs to cotton cloth, 25% respondents are belongs to OPINION NO OF RESPONDENT Every time 11 often 42 Occasionally 36 Rarely 11 Total 100 screen cloth, 22% respondents are belongs to Bed spread. TABLE 5.11 REPRESENTING THE REPURCHASE OF AFT PRODUCTS PERCENT 11 42 36 11 100

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REPRESENTING THE REPURCHASE OF AFT PRODUCTS 100 80 60 40 20 0 Every time

100

42 11

36 11

NO OF RESPONDENT often Occasionally Rarely Total

INTERPRETATION:From the above table 42% respondents are belongs to often, 36% respondents are belongs to occasional

TABLE 5.12 REPRESENTING THE QUALITY OF AFT PRODUCTS OPINION Excellent Good Fair Total NO OF RESPONDENT 26 69 5 100 PERCENT 26 69 5 100

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REPRESENTING THE QUALITY OF AFT PRODUCTS 100 80 60 40 20 0 Excellent Good Fair Total Excellent, 26 Good, 69

Total, 100

Fair, 5

INTERPRETATION:From the above table, 26% respondents are belongs to excellent, 69% respondents are belongs to good, 5% respondents are belongs to fair.

TABLE 5.13 REPRESENTING THE PRICE OF AFT PRODUCTS OPINION Very high High Normal Good Total NO OF RESPONDENT 15 40 33 12 100 PERCENT 15 40 33 12 100

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REPRESENTING THE PRICE OF AFT PRODUCTS 100 80 60 40

High, 40

Total, 100

20 Very high, 15 0 Very high

Normal, 33 Good, 12

High

Normal

Good

Total

INTERPRETATION:From the above table40% respondents are belongs to high, 33% respondents are belongs to normal. 12% respondents are belongs to good.

TABLE 5.14 OPINION OF THE CUSTOMER ABOUT QUANTITY OF PURCHASE

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OPINION Bales 10 Meters 5 Meters 3 Meters <3 Meters Total

NO OF RESPONDENT 2 4 29 46 19 100

PERCENT 2 4 29 46 19 100

OPINION OF THE CUSTOMER ABOUT QUANTITY OF PURCHASE

100 90 80 70 60 50 40 30 20 10 0
10 Meters, 4 Bales, 2 5 Meters, 29 3 Meters, 46

Total, 100

<3 Meters, 19

INTERPRETATION:41

From the above table 29% respondents are belongs to 5 meters, 46% respondents are belongs to 3 meters, 19% respondents are belongs to <3 meters. TABLE 5.15 REPRESENTING THE COMMENTS OF THE QUALITY OF AFT PRODUCTS OPINION Superior than competitor Equal to competitor Total NO OF RESPONDENT 60 40 100 PERCENT 60 40 100

REPRESENTING THE COMMENTS OF THE QUALITY OF AFT PRODUCTS

100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT Superior than competitor Equal to competitor Total

60 40 100

INTERPRETATION:-

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From the above table, 60% respondents are belongs to superior to competitor, 40% respondents are belongs to equal to competitor.

TABLE 5.16 REPRESENTING THE FEEL ABOUT AFT FABRIC OPINION Light Thick Acceptable Total NO OF RESPONDENT 37 10 53 100 PERCENT 37 10 53 100

REPRESENTING THE FEEL ABOUT AFT PRODUCTS

100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT Thick, 10 Light, 37 Acceptable, 53 Total, 100

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INTERPRETATION:From the above table, 37% respondents say light, 53% respondents says acceptable. TABLE 5.17 OPINION OF THE CUSTOMER USING AT THE TIME OF WASH

OPINION Yes No Total

NO OF RESPONDENT 92 8 100

PERCENT 92 8 100

Total, 100

NO OF RESPONDENT

No, 8

Yes, 92

Yes

No

Total

INTERPRETATION:From the above table, 92% respondents are belongs to yes, 8% respondents are belongs to no.

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TABLE - 5.18 RECOMMEND THE AFT PRODUCT TO YOUR FRIEND OPINION Excellent very good Good Fair Total NO OF RESPONDENT 11 52 35 2 100 PERCENT 11 52 35 2 100

RECOMMEND THE AFT PRODUCT EO YOUR FRIEND 100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT Excellent, 11 Fair, 2 very good, 52 Good, 35 Total, 100

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INTERPRETATION:From the above table 52% respondents are belongs to very good, 35% respondents are belongs to good.

TABLE 5.19 OPINION OF THE CUSTOMER ABOUT FACTORS OF AFT FABRIC OPINION Existing quality with low price More quality with existing price Existing quality on existing price None of the above Total NO OF RESPONDENT 59 17 23 1 100 PERCENT 59 17 23 1 100

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OPINION OF THE CUSTOMER ABOUT FACTORS OF AFT PRODUCTS 100 80 60 40 20 0

100 59 23 1
NO OF RESPONDENT Existing quality with low price More quality with existing price Existing quality on existing price None of the above Total

17

INTERPRETATION:From the above table, 59% respondents are belongs to existing quality with low price, 23% respondents are belongs to existing quality on existing price. TABLE 5.20 OPINION OF THE CUSTOMER ABOUT THE ADVERTISEMENT OF AFT FABRIC OPINION Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied Total NO OF RESPONDENT 2 44 48 6 100 PERCENT 2 44 48 6 100

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OPINION OF THE CUSTOMER ABOUT THE ADVERTISEMENT OF AFT PRODUCTS 100 80 60 40 20 0

100

44 2
Highly Satisfied Highly Dissatisfied

48 6

NO OF RESPONDENT Satisfied Total Dissatisfied

INTERPRETATION:From the above table 44% respondents are belongs to satisfied, 48% respondents are belongs to dissatisfied in the overall satisfaction of AFT fabric. TABLE 5.21 OPINION OF THE CUSTOMER ABOUT THE OVERALL SATISFACTION OF AFT FABRIC OPINION Extremely satisfied Satisfied Dissatisfied Extremely dissatisfied Total NO OF RESPONDENT 24 73 1 2 100 PERCENT 24 73 1 2 100

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OPINION OF THE CUSTOMER ABOUT THE OVERALL SATISFACTION OF AFT FABRIC 100 90 80 70 60 50 40 30 20 10 0

100

73

24 1 2
NO OF RESPONDENT

Extremely satisfied INTERPRETATION:-

Satisfied

Dissatisfied

Extremely dissatisfied

Total

From the above table, 24% respondents are belongs to extremely satisfied, 73% respondents are belongs to satisfied in the overall satisfaction of AFT fabric. TABLE 5.22 REPRESENTING THE LEVEL OF SATISFACTION IN REGARD TO CUSTOMER SERVICE OPINION Good Nice Better Fair Total NO OF RESPONDENT 46 31 19 4 100 PERCENT 46 31 19 4 100

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REPRESENTING THE LEVEL OF SATISFACTION IN REGARD TO CUSTOMER SERVICE 100 80 60 40 20 0 Good INTERPRETATION:From the above table, 46% respondents are belongs to good, 31% respondents are belongs to nice, 19% respondents are belongs to better.

100 46 31 19 4

NO OF RESPONDENT Nice Better Fair Total

TABLE - 5.23 OPINION OF THE REGULAR CUSTOMER ABOUT AFT OPINION Quality is good Price is fair Durability All the above Total Missing System Total NO OF RESPONDENT 25 13 12 31 81 19 100 PERCENT 25 13 12 31 81 19 100

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OPINION OF THE REGULAR CUSTOMER ABOUT AFT

Quality is good

100 80 60 40 20 0

Price is fair

100 81 25 13 12 31 19

Durability All the above Total Missing System Total

NO OF RESPONDENT

INTERPRETATION:From the above table, 25% respondents are belongs to quality is good, 31% respondents are belongs to all the above.

TABLE 5.24 OPINION OF NON REGULAR CUSTOMER ABOUT AFT OPINION OPINION OF NON REGULAR CUSTOMER ABOUT AFT NO OF RESPONDENT PERCENT High price 11 11 Lack of design 8 8 Total 19 19 High price Missing System 81 81 100 Total 100 100 100 Lack of design 80

81

60 40 20 0

Total Missing System

11

19

Total 51

NO OF RESPONDENT

INTERPRETATION:From the above table, 11% respondents are belongs to high price, 8% respondents are belongs to lack of design.

TABLE 5.25 OPINION OF THE CUSTOMER ABOUT THE PREFERENCE OF FABRIC PURCHASING IN AFT * REPRESENTING THEIR FEEL ABOUT AFT FABRIC

REPRESENTING THE FEEL ABOUT AFT FABRIC Light OPINION OF THE CUSTOMER ABOUT WHAT KIND OF FABRIC PURCHASING IN AFT Total Pant & Shirt Cotton cloth Screen cloth Bed spread Towels 10 5 10 7 5 37 Thick 2 2 3 2 1 10 Acceptable 3 16 12 13 9 53

Total 15 23 25 22 15 100

H0: opinion of the customer is independent of representing the feel about AFT fabric

Chi-Square Tests

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Value Pearson ChiSquare INTERPRETATION: 10.465

df 8

Asymp. Sig. (2sided) .234

From the above analysis, the chi-square value is 10.465, and asymptotic significant value is above .05. Hence, there is no evidence to reject the null hypothesis. Thus we conclude that opinion of the customer is independent of representing the feel about AFT fabric.

TABLE 5.26 REPRESENTING THE REPURCHASE OF AFT PRODUCTS * REPRESENTING THE PRICE OF AFT PRODUCTS

REPRESENTING Every time THE often REPURCHASE Occasionally OF AFT Rarely PRODUCTS Total

REPRESENTING THE PRICE OF AFT PRODUCTS Very High Normal Good high 1 2 7 1 5 20 14 3 5 16 9 6 4 15 2 40 3 33 2 12

Total 11 42 36 11 100

H0 : Repurchasing of AFT products is independent price of AFT products.

Chi- Square Tests Value Pearson Chi-Square 13.151 df 9 Asymp. Sig. (2-sided) 53 .156

INTERPRETATION: From the above analysis, the chi-square values 13.151 and asymptotic significant value is above 0.05. Hence, there is no evidence to reject the null hypothesis. Thus we conclude that repurchasing of AFT products is independent of price of AFT products.

CHAPTER 6 FINDINGS, SUGGESTIONS & RECOMMENDATIONS

6.1 FINDINGS For this study, the respondents are taken from all class of people. Most of the respondents taken are female 47%, and male 53%. 73% of the customers are satisfied with the overall satisfaction of AFT products. The respondents have given high rating for quality followed by durability, price and service for the A.F.T products. Most of the public doesnt know about the products marketed by the AFT. 81% of the respondents are regular customers. Most of the customers were dont know whether the AFT selling the domestic products in the market. It is found that 90% of the respondents came to know about AFT domestic products through friends & relatives and out door advertisements. None of them had found AFT through print media or audio visual media. It is found that customers are highly satisfied with quality and durability and not satisfied with the availability, designs and price of the AFT products. It is found that the customers of AFT products are being a high salaried person.

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 Most of the customers feel that sales promotional activities of AFT products are very low compared to others. The company has a showroom situated in a place was not attractive enough to pull the public.

6.2 SUGGESTIONS & RECOMMENDATIONS Most of the customers buy all the materials from AFT. So, the quantity and availability of materials in the outlets can be increased. The price of the products is high when compared to others. It can be reduced to increase the customer base and also the varieties of the products can be increased. Designs are highly expected and to be modernized for attractiveness. Most of the customers are motivated only by friends & relatives and out door ads. So, advertising in print media and audio visual media can be done. The sales promotional activities of the company can be improved. Creating the AFT domestic product awarness among the public. The sales can be improved by placing the outlets in densely populated area with good infrastructure.

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CHAPTER 7 CONCLUSIONS The study about the customer satisfaction will really have an impact towards identifying the areas in which the management should be concentrated. From the overall study on the level of customers satisfaction with respect to Anglo French Textiles, it is understood that majority of the customers are expecting a reduction in price, increase in the variety, designs and availability of the products. Most of the customers are satisfied with the quality and durability of the product. To improve the sales, effective advertising should be used and also the existing technology should be upgraded under which the AFT works till now.

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CHAPTER 8 LIMITATION & SCOPE OF THE STUDY 8.1 LIMITATION OF THE STUDY The project study is based on the customer satisfaction in AFT domestic products. Through that the company can know the ups and downs in the sales trends of the present market condition . Through that the study helps to satisfy the customer expected things.

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8.2 SCOPE OF THE STUDY Due to shortage of time we did not meet more number of customers. Analysis made is only based on the number of respondents. Some of the people are not willing to filling the questionnaire. Population size is infinite, but I was collected data only from 100 customers.

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ANNESTURE 1 STUDY OF CUSTOMER SATISFACTION IN DOMESTIC SALES IN AFT PUDUCHERRY

1. Gender: 2. Age group: 20-30 Male 30-40 Female 40-50 50-above

3. Your occupation: Businessman Govt. employee Pvt. Employee Student Professional 4. Monthly income: <5000 5000-10000 10000-15000 >15000 5. In total, how long you have been a customer of AFT? <1 year 1-3years 3-5years 5-10years >10years 6. Purchasing of AFT fabric products? Once in 6 months Once in 3 months Once in 1 months Once in a year 7. How would you rate your level of satisfaction with AFT in regards to durability? Excellent Good Fair Poor 8. Through whom you came to know about the AFT products? Friends & Relatives Advertisement Agent

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9. Which factor attracted you to buy AFT products? Credit sales Discounts Quality Trade Mark 10. What kind of fabric you are purchasing in AFT? Pant & shirt Cotton cloth Screen cloth Bed spread 11. How likely you are to repurchase the AFT products? Every time Often Occasionally Rarely 12. How would you feel about the overall quality of AFT products? Excellent Good Fair Poor 13. How would you rate your level of satisfaction with AFT in regards to price? Very High High Normal Good Low P.T.O Towels

14. Quantity of purchases of AFT products per visit? Bales 10 meters 5 meters 3 meters <3 meters 15. Give me your comments on the quality of AFT fabrics? Superior than competitor Equal to competitor Inferior to competitor 16. How do you feel at the time of using the AFT products? It is Light Thick Acceptable 17. Is the AFT fabric are easy to wash? Yes No 18. How do you recommend the AFT product to your friend? Excellent Very good Good Fair Poor 19. Which factor do you expect more from AFT products? Existing quality with low price More quality with existing price Existing quality on existing price None of the above 20. Are you satisfied with the effect of AFT product advertisement through media? Highly Satisfied Satisfied Dissatisfied Highly dissatisfied 21. How will you rate your overall satisfaction with AFT products? Extremely Satisfied Satisfied Dissatisfied Extremely dissatisfied 22. How would you rate your level of satisfaction with AFT in regard to customer service? Good Nice Better Fair Poor 60

23. Are you a regular customer of AFT products? Yes No If yes please choose one of the reasons below Quality is good Price is fair Durability All the above If no why? High price Quality is low Lack of design Durability is less? 24. Any suggestion: . ..

ANNEXURE 2
BIBLIOGRAPHY TEXT AND REFERENCE BOOKS:MARKETING MANAGEMENT PHILIP KOTLER

PRINCIPLES OF MANAGEMENT PHILIP KOTLER WEBSITES:WWW.GOOGLE.COM WWW.ANGLOFRENCHTEXTILES.COM

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